Scanned from the collections of
The Library of Congress
Packard Campus
for Audio Visual Conservation
www.loc.gov/avconservation
Motion Picture and Television Reading Room
www.loc.gov/rr/mopic
Recorded Sound Reference Center
www.loc.gov/rr/record
5 - AUG 3
Copv
J \ 1957
26
BROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION APRIL 1, 1957 35* PER COPY
Military zeros in on vhf channels 2-6 Page 31
It's time to talk money with ASCAP again Page 42
Government sues Loew's for block booking Page 46
NARTB previews: What's on tap in Chicago Page 79
Will tv lose chs. 2-6?
Block bookings hit
Convention preview
POWER GETS
BEST RESULTS
Radio Station W-I-T-H "pin point power" is tailor-made to blanket
Baltimore's 15 -mile radius at low, low rates — with no waste coverage.
W-I-T-H reaches 74% * of all Baltimore homes every week — delivers
more listeners per dollar than any competitor. That's why we have
twice as many advertisers as any competitor. That's why we're sure
to hit the sales "bull's-eye" for you, too.
*Cumulative Pulse Audience Survey
Tom Tinsley
President
R. C. Embry
Vice Pres.
I D
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
RELAX and PLAY on a
You fly to Bermuda in less than 4 hours!
.Ess
Valley
FACELIFT FOR STATION WHTN-TV
rebuilding to keep pace with the increasing importance of Central Ohio
. expanding to serve the needs of America's fastest growing industrial area better!
Draw on this Powerhouse
of Facts for your Slogan:
When OPERATION * FACELIFT is completed this Spring,
Station WHTN-TV'a 316,000 watts will pour out of an antenna
1000 feet above the average terrain! This
means
REBUILT AND IMPROVED STATION WHTN-TV will be the ONLY "FULL POWER"
STATION in Ohio Valley between Cincinnati and Wheeling!
REBUILT AND STRENGTHENED STATION WHTN-TV will be the ONLY STATION to put
a Grade A signal over the four top markets of Portsmouth, Ashland-Ironton, Huntington and
Charleston!
REBUILT AND EXPANDED STATION WHTN-TV will put city grade service over the two
principal major markets of Huntington and Charleston!
REBUILT AND RE-VITALIZED STATION WHTN-TV will be THE ONLY STATION with the
sustained dominance of TV-power to insure your sales messages reaching the many families
earning far above the average in the fast-growing industrial centers of Central Ohio Valley,
living near and in the buying centers of Central Ohio Valley.
REBUILT, REFURBISHED, REFRESHED STATION WHTN-TV, one of the fine Cowles
stations, on Channel 13 over ABC basic network will dominate Central Ohio Valley. If you want
your products to sell in this important market, plan to use the station that will blanket this
entire area . . . STATION WHTN-TV.
PAYOFF FOR YOU-AND HER!
write a slogan to sum up the exciting WHTN-TV story and
WIN A GLORIOUS BERMUDA SUNSHINE HOLIDAY FOR TWO!
OR THE CASH EQUIVALENT IF YOU PREFER!
In as few words as possible, no more than fifteen, write a slogan that dramatizes the TV-viewing
appeal of Station WHTN-TV . . . that tells why Station WHTN-TV offers the TV-advertiser such
dynamic dominance for his advertising money!
EASY! FUN! NOTHING TO BUY! EVERYTHING TO ENJOY! 703 PRIZES IN ALL!
• 6 happy days in Bermuda with round trip
airplane transportation between New York and
Bermuda • round trip transfers in Bermuda
between airport and hotel • room for two
with private bath at the Castle Harbor Hotel
for 6 nights • use of private beach and
swimming pool facilities at hotel • breakfast
and dinner daily • sightseeing excursion • Not
included personal items, tips and Bermuda
head tax (payable in Bermuda) of $2.85.
2nd Prize: $150. 3rd Prize: $75.
100 ADDITIONAL AWARDS
FOR MERITORIOUS ENTRIES.
Contest open to the personnel of advertising
agencies and their clients, except the Cowles Co.
and their agencies.
PRIZE WINNERS WILL BE
ANNOUNCED IN THE JUNE
17TH ISSUE OF THIS MAGAZINE.
ADVERTISERS GET
BIG-TIME RESULTS
with WFAA-TV!...
In line for free ice cream?
No. These small-fry by the hundreds are waiting patiently in line
to say "Hello" to Miss Elaine, of WFAA-TV's popular "Romper
Room". It's the parents who will be buying the ice cream. CABELL'S
ice cream ..." 'cause Miss Elaine says to buy Cabell's." Not only
ice cream, but milk and all the other fine Cabell dairy products.
How well do they heed her advice? Enough to prompt this advertiser
to extend an already successful schedule to five full 30-minute segments
per week! Further proof that advertisers do get "big-time" results
with WFAA-TV!
WFAA-TV
CHANNEL 8 — DALLAS
Blanketing 564,080 North
Texas television homes
Call Your
PETRYMAN
for complete market data
and availabilities.
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting Publications. Inc., ]
DeSales St., N.W.. Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under act of March 3, 1879.
Hi
Since the date of its first telecast, March 18, 1949, WGAL-TV
has had eight happy and eventful birthdays. None has been
happier nor more eventful than the latest one, which was made
noteworthy by the "Dedication to Public Service" of the new
WGAL-TV building, with its latest modern equipment and com-
plete color facilities. These new facilities make it possible for
WGAL-TV to give a birthday gift of better service to its countless
viewers and its numerous communities, which combine to form
America's 10th TV Market.
STEINMAN STATION • Clair McCollough, Pres.
Representative: The MEEKER Company, Inc. • New York • Chicago
316,000 WATTS
Los Angeles • San Francisco
Page 4 • April 1, 1957
Broadcasting
Telecasting
closed circuit:
WHOSE AIR? Sen. Charles E. Potter, of
Michigan, second ranking Republican on
Commerce Committee and former chair-
man of Communications Subcommittee, is
so deeply concerned about scarcity of vhf
spectrum space that he plans to propose
overall high-level analysis of spectrum
utilization both by government (military)
and private users. He's alarmed over re-
ports current in higher circles that military
already is seeking low band vhf tv chan-
nels (2-6) through direct allocation by
President. He questions whether maximum
utilization of spectrum now is being made
and whether frequency exchanges could
not be worked out to ultimate advantage
of both military and non-military users
and, at same time, effect spectrum conser-
vation. (See story page 31.)
B»T
FILING of government antitrust suit
against Loew's Inc. for allegedly block-
booking features to tv (story page 46)
doesn't mean Justice Dept.'s investigation
of film dealing stops there. Its known that
Justice agents are still looking into prac-
tices of other film distributors.
B»T
JAHNCKE TO FCC? Friends of Ernest
Lee Jahncke Jr.. former ABC vice presi-
dent, are urging his appointment to FCC
if Chairman McConnaughey elects to leave
upon expiration of his term June 30. Mr.
Jahncke, 20-year veteran in broadcasting
at age 44, is native of Connecticut and
life-long Republican. He resigned from
ABC with departure of Robert E. Kintner
as president.
B»T
BROADCASTERS supporting Jahncke
candidacy on "if" basis point out need for
businessman-broadcaster and feel Mr.
Jahncke's two decades of experience M ould
be asset (he started with NBC in 1937; was
assigned to Blue network which eventually
became ABC under independent owner-
ship). He's understood, moreover, to have
support of Connecticut GOP senators. He's
Naval Academy graduate and is com-
mander in Reserve. His father was Assist-
ant Secretary of Navy under President
Hoover.
B»T
SHAKE-UP • Seemingly all inclusive cov-
erage of San Francisco earthquake given
by all news media overlooked one facet of
particular interest to broadcast buyers and
sellers. Number of commercials had to be
made good because of interruptions caused
by trembling turntables or palpitating pro-
jectors. Other weather victims last week
were Clark George, general manager, and
Bob Wood, commercial manager, of
KNXT (TV) Los Angeles, who feared
stormy skies and so entrained for New
York to be sure to arrive in time for meet-
ing of executives of CBS-owned tv stations
on Monday. Result of their caution was to
find their train snowbound and to reach
their destination, via plane from Chicago,
day and half behind schedule.
B»T
ONE question considered sure to be raised
by CBS-TV affiliates at their annual meet-
ing with network officials this week is al-
most perennial proposal for longer station
breaks. Breaks now are 40 seconds; at least
some stations would like lengthening to ac-
commodate two 20-second spots in addi-
tion to I.D. Network, however, feels this
not feasible. Annual convention is Friday
and Saturday in Chicago, preceding
NARTB convention.
B»T
SECRET SESSIONS • FCC network study
staff — now armed with hearing and sub-
poena powers authorized by FCC two
weeks ago [B«T. March 25] — would like to
conduct hearings, if any are ordered, in
secret. Whether this is possible under exist-
ing rules and law is under consideration by
network staff and FCC legal aides. Mean-
while FCC is pondering what will happen
after June 30 when S241.000 appropriated
for network study runs ©ut. Thinking at
FCC is that some means will be found to
continue staff, or at least skeleton, if study
is not completed.
B»T
NBC Radio's hourly five-minute newscasts,
center of hot controversy when launched
early this year (Jan, 14, et seq j. have picked
up first sponsorship renewal. Brown & Wil-
liamson Tobacco Co. has signed as co-
sponsor for another 13 weeks, effective
April 29. through Ted Bates & Co., New
York. Other co-sponsor is Bristol-Myers
whose renewal notification is not due till
about end of month. Bristol-Myers agency
is Young & Rubicam. New York.
B*T
PEOPLE'S CHOICE • Col Edward M.
Kirby, wartime Army radio chief and be-
fore that public relations director of
NARTB (then NAB), has been named pub-
lic relations director of People-to-People
Inc.. Eisenhower-inspired project to give
impetus to worldwide program for amir}'.
Project, privately undertaken, is designed
to augment government (USIA) and Cru-
sade for Freedom programs. Radio-tv com-
mittee, one of 41 different segments, is
jointly chairmanned by Frank Stanton.
CBS Inc. president, and Harold E. Fellows.
NARTB president.
B»T
NEW unit designed to eliminate scratch
impressions on film (developed by Richard
Sassenberg. traffic manager at RKO Tele-
vision Inc.) is expected to be revealed at
NARTB convention. It can be attached to
16 mm film projector in 15 minutes, hides
marks during projection (dust, for example.
causes scratches on film's surface), already
has been tested on 16 mm film projected on
WOR-TV New York. It's claimed device
not only would assure excellent film picture
on air but also could save as much as 50%
of film reproduction cost, double film
print's life and even permit same print to be
used for its entire commercial film ex-
posure on tv.
B»T
ASK THE BOSS • NARTB and AFM of-
ficials were trying to locate James Caesar
Petrillo at weekend. AFM president was
motoring somewhere in West. NARTB
wanted to know if it would be all right for
Great Lakes Naval Training Center Band
to play "The Star Spangled Banner" as
background to U. S. Marine Corps Color
Guard ceremony opening formal conven-
tion proceedings Tuesday morning. Com-
plication centered around need for music
czar's permission before military band can
perform. Convention, incidentally, is pay-
ing neat sum for banquet musicians.
B»T
RECURRING reports of imminent sale of
WOV New York were held to be without
foundation by M. S. Novik, president of
WOV Broadcasting Corp. Acknowledging
that offers have been made, Mr. Novik says
he and his associates are "flattered" but
that "we are not interested in selling."
B»T
NEW NAME IN RADIO-TV • J. H
Whitney Co. understood to be setting up
"front office" for its owned stations —
WISH-AM-TY Indianapolis. WANE-AM-
TV Ft. Wayne, KOTV (TV) Tulsa, KGUL-
TV Galveston — in form of newly-organ-
ized Corinthian Broadcasting Corp. C.
Wrede Petersmeyer, president of all owned
stations but KGUL-TV, is slated for Corin-
thian presidency. New company will be
"front office'' to fill need for "a common
denominator — a service organization for
all the stations," according to one Whitney
official. It will advertise Whitney stations
as unit — through newly-appointed agency.
Anderson & Cairns, New York — but no
change in sales representation contem-
plated. Edward Petry & Co. will continue
to represent Ft. Wayne and Tulsa stations:
Boiling Co. will stay with Indianapolis out-
lets, and CBS Tv Spot Sales with Galves-
ton. Corinthian headquarters will be 630
Fifth Ave.. New York 22. Tel.: Plaza
7-0500.
B»T
/. J. (JOE) BERNARD, vice president-
general manager of WGR-AM-TV Buffalo,
is acting as consultant for new ch. 2 KTVI
(TV) St. Louis. Station, to be ABC affili-
ated, has target date of April 15, having
gone dark March 20 as uhf on ch. 36 to
install new equipment. Ifs Mr. Bernard's
first consultancy.
Broadcasting
Telecasting
April 1, 195/
WDAY-TV DELIVERS
520% MORE FARGO-MOORHEAD HOMES
THAN STATION "B"!
-TV
WDAY-TV . 1956
7-City Area ARB*
12:00 - 5:00 P.M.
403% MORE
5:00 - 6:00 P.M.
468% MORE
STATION 6:00 - 10:00 P.M.
"B" 7 18% MORE
10:00 P.M. - Sign-Off
400% MORE
* North Dakota — Valley City, Wahpeton, Hillsboro, Fargo.
Minnesota — Breckenridge, Fergus Falls, Moorhead.
That's right! — December, 1956, ARB
figures for Fargo-Moorhead credit WDAY-
TV with an average of 520% more homes
than Station "B", for all time periods!
WDAY-TV gets-
760% More — 12 Noon to 5:00 P.M.!
872% More— 5:00 P.M. to 6:00 P.M.!
181 % More— 6:00 P.M. to 10:00 P.M.!
270% More— 10:00 P.M. to Sign-Off!
That's just the Fargo-Moorhead picture.
June, 1956 ARB figures (left) prove that
WDAY-TV is almost as popular in five
other Red River Valley cities — each
between 40 and 60 miles away!
Your Peters, Griffin, Woodward Colonel
has all the facts.
P. S. Average ABB Bating, 6:00-10:30
P.M.. WDAY-TV— 43.6. Station "£"—77.9.
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
PETERS, GRIFFIN, WOODWARD, INC.
Exclusive National Representatives
Page 6 • April 1, 1957
Broadcasting
Telecasting
at deadline
Magnuson Letter Explores
Broadcast Rating Services
EXPLORATION into broadcast rating services
has been started by Sen. Warren G. Magnu-
son (D-Wash.). chairman of Senate Commerce
Committee. B«T learned Friday.
Sen. Magnuson has sent letters to leading re-
search firms asking many questions, some
pointed. Aside from queries about nature of
services, methods, techniques, etc.. letter asks
researchers such questions as these (para-
phrased):
What effect if any does type or quantity of
service ordered by customer have on manner
in which you conduct measurements?
Do you try to correlate your results with
those of other services?
Does publication of your ratings affect suc-
cess of programs or stations?
What percentage of your income comes
from networks, stations, agencies, others?
Confirming report he had dispatched letters
only day before. Sen. Magnuson told B«T Fri-
day he was exploring rating field because of
complaints. He did not elaborate.
Loew's Tells What It Paid
For Percentage of Stations
LOEWS Inc. paid SI. 625. 000 for quarter in-
terest in KTTY (TV) Los Angeles. Loew's
President Joseph R, Yogel told meeting of
board at which four-man executive committee
was elected unanimously. They include Mr.
Vogel. George L. Killion. Frank Pace Jr.. and
Ogden R. Reid (named committee chairman).
Mr. Vogel said Loew's 25 ^ interest in KMGM
(TV) Minneapolis cost Loew's S750.000 and
reported option to buy quarter share of KTVR
(TV) Denver for S525.000. He also noted firm's
share earnings for second quarter of this fiscal
year to be 18 cents per share, bringing six-
month total to 51 cents. Loew's Inc. is being
sued by Justice Dept.'s Antitrust Div.. which has
asked for injunction to prevent "block-booking''
of feature films to tv (story page 46).
Week Brings $3.1 Million
Into NBC-TV Sales Totals
NBC-TV daytime sales swelled with additional
S3.1 million in new business last week. William
R. I Billy i Goodheart Jr.. vice president. NBC
Television Network Sales, reported Friday,
bringing total sales in two week period to near-
ly S10 million.
SOS Co. (scouring pads) through McCann-
Erickson bought quarter-hour segments of
Monday-Friday Queen for a Day and Tic Tac
Dough and quarter-hour segment alternate Fri-
days on Tennessee Ernie Ford Show for 52
weeks starting July 12. Standard Brands,
through Ted Bates & Co.. will sponsor 26 al-
ternate Tuesday segments of Queen for a Day
starting April 23. This is in addition to previous
order for same segment on alternate weeks
starting April 16 and will give Standard Brands
sponsorship of first quarter-hour segment on
Tuesday for 52 consecutive weeks.
The Dixie Cup Co. (paper cups and plates)
will sponsor quarter-hour segments of Queen
for a Day and Tennessee Ernie Ford Show on
13 alternate Wednesdays starting April 10
through Hicks & Greist. Drackett Co. (Windex)
will sponsor quarter-hour segments of both
Queen for a Day and Tennessee Ernie Ford
Show on April 8 and 22 only. Young & Rubi-
cam placed.
Fortnight ago Lever Bros, and Procter &
Gamble bought total S6.5 million in daytime
programs on network, marking new daytime
venture on NBC-TV for Lever [B»T. March
25]. Meanwhile. H. J. Heinz Co.. through Max-
on Inc.. Friday renewed for third year spon-
sorship of Captain Gallant of the Foreign
Legion effective March 30 in new spot. Satur-
day 11:30 a.m. -12 noon.
First Three Complaints Issued
From FTC Monitoring Unit
FEDERAL Trade Commission today (Mon.)
is issuing first three of its long-awaited series
of complaints against alleged false and mislead-
ing radio-tv commercials.
FTC charges were against Mentholatum Co.
for false advertisina of its Mentholatum Rub on
CBS-TV and NBC-TV: Whitehall Pharmacal
Co. with similar false claims for its Infrarub
and Heet on CBS-TV and MBS: and Omega
Chemical Co. with falsely advertising its
Omega Oil on radio stations Deceptive advertis-
ing in newspapers and on products themselves
also are charged in some cases. All are given
30 days to file answers, with hearings scheduled
for Whitehall June 3 and Omega June 5, both
in New York, and Mentholatum June 7 in
Buffalo.
Complaints were first issued as result of mon-
itoring by FTC's Radio-Tv Unit established last
October.
Mentholatum is charged with showing video
representation of arthritic hands and asking
viewer to notice result after Mentholatum Rub
application: "Soon a pleasing glow is felt right
where it hurts . . . bringing deep relief to pain-
wracked joints."
Whitehall is charged with claiming on tv
that Infrarub "speeds up the flow of fresh,
rich blood . . . drives away pain-causing con-
gestion . . . relieves ordinary" pain of arthritis,
rheumatism, backache and muscle aches for
hours — or money refunded."
Omega. FTC said, presented radio testi-
monial claim by backache sufferer that after
using Omega Oil he "felt like a boy again."
and claimed product would also relieve neuri-
tis and rheumatic pains.
Oppose Pressure Groups,
Bartley Tells Broadcasters
BROADCASTERS not only should maintain
vigilance against any form of governemnt cen-
sorship but also against censorship attempted
by private pressure groups. FCC Comr. Robert
T. Bartley told Virginia AP Broadcasters, meet-
ing in Washington Friday. "Through devious,
indefinable, and sometimes insidious means,
these private groups and organizations ... at-
tempt to impose their own views as to the
suitability and acceptability of program ma-
terial upon the broadcaster or his advertiser-
sponsor . . .". Mr. Bartley said.
Importance of news from "diverse" sources
was emphasized by Mr. Bartley. "In a democ-
racy, the effort is and must continue to be to
provide the citizen with information, ideas and
news from diverse sources — all with the pur-
pose of permitting him to form his own opin-
ion." Mr. Bartley said.
• BUSINESS BRIEFLY
Late-breaking items about broadcast busi-
ness: for earlier news, see Advertisers
& Agencies, page 32.
WHISK AGAIN • Lever Bros. (Whisk), N. Y..
planning another flight of television spots, start-
ing May 1 in first markets. Length of contract
will vary but may be as long as 20 weeks.
BBDO. N. Y., is agency.
KATZ ACCOUNTS • Fixe new am accounts
added by Joseph Katz Co.. N. Y. and Balti-
more: Roselux Chemical Co. (Rosex bleaches
and starch): Lillian Dairy Products Corp.
(Sodus and Crowley brand products), Chester-
field Music Shops. Price Premiums Co. and
Dorman Co., all N. Y.
SWITCH IN WORKS • Genesse Brewing
Corp.. Rochester, N. Y.. regional advertiser
now being serviced by Rogers & Porter, Roch-
ester, expected to name New York agency.
Decision to be made early this week.
SECOND THOUGHT • Purex Corp. (bleach),
which renewed as alternate week sponsor of
The Big Surprise on NBC-TV. has reconsidered
and instead will alternate with Speidel watch
bands, on The Arthur Murray Show for next
13 weeks (NBC-TV. 8-8:30 p.m.). Both adver-
tisers will then sponsor film show for summer.
Agencies: Foote. Cone & Belding for Purex
and Norman, Craig & Kummel for Speidel.
LOCAL ACCENT • N. W. Aver & Son,
N. Y.. is advising stations that effective April 1.
both Illinois Bell Telephone and Rubin H.
Donnelley Corp. (yellow pages) will be serviced
out of agency's Chicago office. Reason stated
is that "we are deviating from our established
policy for these clients because it is impera-
tive that they be recognized as true local adver-
tisers." Letter emphasizes that all other broad-
cast accounts will continue to be handled by
New York office and that these two accounts
are "the only exception."
BREEZE IN TOP 50 • Lever Bros. (Breeze),
N. Y.. placing radio spot campaign in top 50
markets, effective May 1 for about 20 weeks.
BBDO. N. Y.. is agency.
TEXACO BUYING • Texas Co. (Texaco),
N. Y.. starting its second flight of four-week
spots in both radio and television April 15 in
eastern and southern markets and on May 15
in all other areas. Cunningham & Walsh, N. Y..
is agency.
WIIC-TV Pittsburgh Joins NBC-TV
AFFILIATION of WTIC (TV) Pittsburgh (ch.
1 1) with NBC-TV announced jointly Friday by
Harry Bannister, rice president in charge of
station relations for NBC. and Oscar M. (Pete")
Schloss. president of WWSW Inc.. operator of
tv station. Agreement was concluded after
Westinghouse Bcstg. Corp. notified NBC-TV it
would shift its affiliation for WBC-owned
KDKA-TV Pittsburgh to CBS-TV when WTIC
(TV) begins operations (story page 126). Target
date for~WHC (TV) is July 15.
Broadcasting • Telecasting
April 1, 1957 • Page 7
your advertising
becomes a family
matter . . . on the
Meredith Stations
! !
. . . and in the 4 key markets of
Syracuse, Omaha, Kansas City and
Phoenix this combination assures
sales growth for advertisers. Com-
bined dollar volume of Metropolitan
County Retail Sales alone approximates
$3,000,000,000.00* The station
managers will be happy to give
you complete information.
DOLLAR VOLUME
OF METROPOLITAN
COUNTY AREAS
Estimate!. 19SS. for TOTAL RETAIL SALES
Rank
Total
Area and State In Group Retail Sales
Percent
Total for United States
(260 Markets)
$132,669,192,000
100.000%
Kansas City, Missouri.... 1 5
1,360,225,000
1.025
Phoenix, Arizona 51
525,567,000
.396
Omaha, Nebraska 55
502,402,000
.378
Syracuse, New York 57
475,635,000
.358
Total four cities
$2,863,829,000*
2.158%
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
KCMO
WHEN
KPHO
WOW
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co.-TV: Blair-TV
Meredith Stations Are Affiliated With Better Homes and Gardens and Successful Farming Magazines
Page 8 • April 1, 1957
Broadcasting • Telecasting
PEOPLE
atdeadline
FCC AWARDS ST. LOUIS CH. 1 1 TO CBS
FCC Friday announced award of St. Louis ch.
1 1 to CBS, bearing out predictions publicly
known over last several months. Denied were
applications by St. Louis Telecasting Inc. (60%
owned by St. Louis U.), St. Louis Amusement
Co., 220 Television Inc. and Broadcast House
Inc., former operator of ch. 36 KSTM-TV East
St Louis, 111. FCC Comrs. McConnaughey,
Doerfer, Mack and Craven favored CBS;
Comrs. Hyde and Lee dissented; Comr. Bartley
favored 220 Television Inc.
CBS' "superior" performance in operating
KMOX St. Louis impressed FCC. "The present
proceeding," FCC said, "evidences a CBS com-
parative showing, taking into consideration all
factors, favorable or unfavorable, superior to
that of the other applicants."
Question of diversification of ownership and
CBS' network operations were discussed at
length and "significant" preference was award-
ed all other applicants in this category. How-
ever, FCC said, "In awarding the preference
note was taken of the fact that CBS in its vari-
ous ownerships faces a considerable competi-
tion; that its station ownerships are removed
from one another, except that the tv station
here applied for would serve the same com-
munity as CBS-owned KMOX. Note has also
been taken of the fact that in none of the CBS
RCA, ABC Affiliates, BPA
Add Meets to Chicago Agenda
THREE MEETINGS not on official NARTB
agenda were scheduled Friday as convention
planning neared final stage (see NARTB con-
vention coverage starting page 79).
RCA scheduled two-day seminar to acquaint
tv broadcasters with latest developments in
color tv broadcast equipment and techniques
along with demonstration of equipment. Event
will be held April 12-13, following close of
formal convention events April 11. Site will
be Hotel Sheraton-Blackstone, across street
from Conrad Hilton Hotel.
Meeting of ABC Affiliates Assn. was called
Sunday, April 7, 1-1:45 p.m. by Frederick S.
Houwink, WMAL-AM-TV Washington, chair-
man of association. New board of governors
will be elected and reports will be heard from
Joseph F. Hladky Jr., KCRG-AM-TV Cedar
Rapids, Iowa, association secretary, and Joe
Drilling, KJEO (TV) Fresno, Calif., treasurer.
Meeting will be held in Sheraton Room of
Sheraton-Blackstone Hotel, preceding ABC
sales presentation (story page 119).
Officers and directors of Broadcasters Pro-
motion Assn. will meet Monday noon, April
8, at Chicago Press Club.
Hatfield Bidders Go To Court
In Protesting Deintermixture
FCC's deintermixture actions last February
drew their second court appeal Friday when
competing ch. 9 Hatfield, Ind., applicants WVJS
and WOMI, both Owensboro, Ky., filed notices
of appeal and review in U. S. Court of Appeals,
Washington. They claimed FCC took action
without proper notice of rule-making, not giv-
ing them opportunity to file comments and
counter-comments.
operations is monopoly discerned or coercive
practice presented."
In another section of the 128-page decision,
Commission stated: "To hold differently, under
the circumstances developed in this proceeding,
in the judgment of the Commission, would be
to assign to diversification of the media of mass
communications factor a quality and signifi-
cance other than comparative."
Applicants for St. Louis ch. 11 were desig-
nated for hearing in December 1953. An initial
decision was issued by hearing examiner in
September 1955 favoring CBS. Network owns
WCBS-TV New York, WBBM-TV Chicago,
KNXT (TV) Los Angeles, WXLX (TV) Mil-
waukee, and WHCT (TV) Hartford, Conn. Lat-
ter two are uhf stations. CBS also owns WCBS-
AM-FM New York, KNX-AM-FM Los An-
geles, WBBM-AM-FM Chicago, KCBS-AM-
FM San Francisco, KMOX St. Louis, WEEI-
AM-FM Boston.
Also Friday Commission issued memoran-
dum opinion and order denying petitions to re-
open record by Broadcast House Inc., 220 Tele-
vision Inc. and St. Louis Telecast Inc. At issue
were deintermixture actions allocating ch. 2 to
St. Louis from Springfield, HI., and alleged
changes in CBS' holdings since hearings ended.
Comrs. Hyde, Bartley and Lee dissented to
this action.
Commission moved ch. 9 out of Hatfield to
Evansville, Ind., where it reserved vhf chan-
nel for educational use. This was part of move
wherein FCC took ch. 7 from Evansville and
moved it to Louisville. Initial decision favor-
ing WVJS issued Feb. 18. There was no request
for a court stay. Earlier in week WIRL-TV
Peoria, 111., filed court appeal against move of
ch. 8 from Peoria to Davenport-Rock Island-
Moline area (story page 60).
Meanwhile, General Electric Co. filed notice
with FCC Friday that it will demand "full and
fair" hearing on FCC's order moving ch. 6
from Schenectady (where GE's WRGB [TV]
operates) to Syracuse, N. Y. GE already had
announced it would fight loss of vhf channel
[At Deadline, March 18].
WTVW (TV) Evansville, which lost its ch. 7,
Friday filed petitions with FCC requesting (1)
reconsideration of the Commission's action,
(2) stay of April 15 deadline to issue show
cause order as to why it should not operate
on ch. 31, and (3) request for rulemaking, with
two proposals offered (one of which would
make Louisville all uhf).
Also Friday, Capitol Tv Corp. (Harry Pink-
erson) asked Commission to reconsider its order
which left ch. 3 in Hartford, Conn. (WTIC-TV).
and to assign that channel to Providence, R. I.
Capitol charged FCC reasoning in reaching its
decision was "illogical and unsound."
UPCOMING
April
April 5-6: Oregon State Broadcasters Assn.,
Eugene.
April 6: Daytime Broadcasters Assn., Sher-
aton Hotel, Chicago.
April 7-11: NARTB annual convention,
Conrad Hilton. Chicago.
For other Upcomings see page 144
MYRNA McCAULEY, formerly in tv depart-
ment of Needham, Louis & Brorby, Chicago,
to copy staff of Foote, Cone & Belding, same
city.
JOSEPH H. CARO, vice president at The
Buchen Co., Chicago, elected senior vice pres-
ident. Before joining agency in 1952 he was
vice president and director at Earle Ludgin &
Co., same city.
PHIL GOULDING, 39, staff announcer and
program conductor on WMGM New York and
stockholder in WCAP Lowell, Mass., died
Friday morning at home in New York. He was
brother of RAY GOULDING of comedy team
"Bob and Ray." Funeral services to be held
in Lowell today (Mon.).
WILLIAM A. CHALMERS, manager of Los
Angeles office. Calkins & Holden, to vice presi-
dent in charge, succeeding HARRY A. Wil l,
resigned to head new L. A. office of Reach,
McClinton (story page 36).
RICHARD F. HESS named assistant to CBS
Radio vice president in charge of station ad-
ministration, JULES DUNDES. Mr. Hess
joined CBS in 1939, and since 1951 has been
director of research of CBS Radio Spot Sales.
BUD SHERAK, director of research, Kenyon &
Eckhardt, N. Y., elected vice president. He has
been with agency since 1951.
WNEW, KATZ, KMOD Sales
Filed for Commission Approval
THE record-breaking $7.5 million sale of
WNEW New York [B«T, March 25] topped
three station sales filed Friday for FCC ap-
proval. Others were KATZ St. Louis and
KMOD Modesto, Calif. [B»T, March 4].
DuMont Broadcasting Corp. is purchasing
WNEW from Richard D. Buckley, J. D. Wrath-
er Jr. and John L. Loeb (Mr. Buckley took Du-
Mont stock for his 25% interest). Latest
WNEW balance sheet (Jan. 31) listed an earned
surplus for previous 12 months of $352,870.
DuMont Jan. 26 balance sheet showed that
company has lost $83,752 since Dec. 29, 1956,
and on latter date had deficit of $1,648,228.
Paramount Pictures Corp., largest DuMont
stockholder, listed (as of Sept. 29, 1956) total
income for first nine months of 1956 of $71,-
580,496. Current assets were $83,055,016, total
assets $136,462,196, current liabilities $14,-
922,774 and capital surplus $59,428,853. Du-
Mont owns WABD (TV) New York and
WTTG (TV) Washington.
Rollins Broadcasting Co. is buying KATZ
from Bernice Schwartz and Coralee Garrett
for $110,000. Rollins Jan. 31 balance sheet
listed net worth of $317,118, current assets
$231,669, total assets $492,338 and current
liabilities $66,445.
Owners of KSRO Santa Rosa, Calif. (Mrs.
Ernest L. Finley, Frank McLaurin and Evert
B. Person) purchased KMOD for $170,000.
Sellers include Don C. Reeves, Judd Sturtevant
and John E. Griffin. KMOD listed current assets
as of Dec. 31, 1956, of $34,328, total assets
$74,986, current liabilities $20,192 and earned
surplus $50,743.
KONG Visalia Sold for $35,000
KONG Visalia, Calif., 250 w outlet on 1400 kc,
was sold Friday to Harry C. Layman of Phoe-
nix, Ariz., for $35,000, subject to FCC ap-
proval. Sellers were Amelia Schuler, L. E.
Chenault and Bert Williamson, d/b Radio
KYNO, Voice of Fresno. Mr. Layman formerly
owned WJOC Jamestown, N. Y. Broker was
Hamilton, Stubblefield, Twining & Assoc.
Broadcasting • Telecasting
April 1, 1957 • Page 9
flie week in brief
THE NARTB CONVENTION
Golf Tournament prizes 70
Opens next weekend at Chicago 79
Management Conference agenda . . 80
Engineering Conference roundup 82
Automatic logs hold interest 88
Advance registration 93
Radio-tv network coverage 119
MILITARY SEEKS CHANNELS 2-6
President reported considering secret
request for lower half of vhf band.
Careful consideration given pre-empt-
ing's effects on the public 31
Y&R TO LEASE COAXIAL CABLES
Agency announces it will use closed-
circuit facilities to feed material to
clients in their offices 32
NIELSEN SURVEY ON THE SPOT
New York society hears four speakers
criticize, suggest and ask questions
about 1956 figures 34
PLAY BALL! MAJOR LEAGUE PLANS
Sponsors to spend $65 million min-
imum for coverage of baseball teams
on radio-tv stations, networks . . . .40
TV FACES ASCAP BARGAINING
Entire morning of NARTB convention
to be devoted to problem, with all
tv stations invited. Present rates con-
sidered too high 42
JUSTICE DEPT. SUES LOEWS INC.
Second court action taken as govern-
ment charges block-booking of MGM
feature film to tv stations 46
WILL FCC HOLD PAY-TV TESTS?
Commission discusses subject but thus
far has reached no decision on whether
to hold full and open hearing 50
FCC URGES LONGER LICENSES
Five-year terms favored in arguments
submitted to Congress. Bartley wants
'indeterminate' terms 51
STORER ENTERS PHILADELPHIA
FCC approves purchase of WPFH
(TV) Wilmington, Del.; proposal to
buy WMUR-TV Manchester, N. H.,
draws fire from Westinghouse inter-
ests 54
TWO NETWORKS RAISE PAYMENTS
Over 100 CBS-TV and 75 ABC-TV
stations get rate increases in new rate
cards 118
VTR: OUT ON THE FIRING LINE
First shakedown tests of tv tape re-
cording near completion. All three
networks making it backbone of ef-
forts to solve daylight time problem
120
STORZ SELLS KOWH OMAHA
$822,500 is figure for transfer of out-
let to William F. Buckley Jr., pub-
lisher of 'National Review' 128
WLW OPENS NEWS CENTER
Communications unit brings informa-
tion to central point, bringing more
efficiency to sports, weather and news
broadcasts 132
CANADIAN CHANGES ADVOCATED
Royal Commission recommends new
15-man board to control and regulate
CBC and private radio-tv stations 134
at
departments
Advertisers & Agencies 32
At Deadline 7
Awards 137
Closed Circuit 5
Colorcasting 33
Editorial 150
Education 136
Film 69
For the Record 140
Government 46
In Public Interest ... 22
In Review 15
International 136
Lead Story 31
Manufacturing 134
Networks 118
On All Accounts 28
Open Mike 18
Opinion 138
Our Respects 26
Personnel Relations 69
Professional Services 118
Program Services . . 42
Ratings 39
Stations 128
Trade Assns 70
Upcoming 144
Broadcasting Publications Inc.
Sol Taishcfr
President
H. H. Tash
Secretary
Maury Long Edwin H. James
Vice President Vice President
B. T. Taishoff Irving C. Miller
Treasurer Comptroller
BROADCASTING
TELECASTING
McCarthy
Kelly, Jessie
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Copyright 1957 by Broadcasting Publications Inc.
Page 10 • April 1, 1957
Broadcasting • Telecasting
in sac:-: '
THERE IS ONLY ONE LEADER.
IN SAN ANT< NIO, IT'S KENS-TV
SAN ANTONIO, TEXAS
REPRESENTED BY PETERS, GRIFFIN, WOODWARD, INC
See the latest — ARB, PULSE, RORABAUGH
WORLD'S NEWEST MONEY
RCA will announce
a new development
in TV camera tubes
for black-and-white
and color
See it at the RCA Exhibit at the NARTB in Chicago, April 7-11
RADIO CORPORATION OF AMERICA
TUBE DIVISION HARRISON, N. J.
Jusf in!
Seattle - San Diego
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OUTRATES ALL
COMPETITION
FIRST RATED
TELECASTS
22.3 ICING, Pulse 2/6/57
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THE TRIAL OF LIZZIE BORDEN
THERE'S a simple ballad Down East about
Lizzie Borden who "took an axe and gave
her mother 40 whacks and when she saw
what she had done she gave her father 41."
Upon this and the 65-years-ago trial Omni-
bus based an effective drama-ballet presenta-
tion March 24.
Integrated drama and ballet is common-
place. But Omnibus separated the two in a
dual presentation of the same theme. Rather
than creating undue repetition, the preced-
ing drama heightened interest in Agnes De-
Mille's "Fall River Ballet." in which dancers
interpreted the tortured, unhappy life of the
Fall River spinster on trial for the murders.
The drama followed the actual case his-
tory climaxing with the acquittal. However,
the running critique of lawyer Joseph Welch
raised question as to the propriety of the
verdict. In the second portion of the 90-min-
ute show, the ballet implied Lizzie's guilt
and conviction.
Technically, the whole show was up to
Omnibus' fine standards. Robert Preston
and Richard Kiley as defense counsel and
prosecutor, respectively, did particularly
well. The ballet itself was absorbing and near
perfect, if one is to wholly accept Freudian
concepts that circumstances rather than the
individual can be responsible for a crime.
Production Costs: S80,000.
Sponsored by Aluminium Limited through
J. Walter Thompson and Union Carbide
& Carbon Corp.. through J. M. Mathes.
Producer: Robert Saudek.
Directors: Charles Dubin. dance segments;
Richard Dunlap. dramatization.
Narrator: Alistair Cook: Joseph Welch
narrated dramatization.
Script: Joseph Hurley.
\fusic for ballet segment by Morton Gould;
ballet by Agnes DeMille.
ONE MINUTE TO DITCH
ROBERT MONTGOMERY took a cue
from the documentary boys last week in pre-
senting "One Minute to Ditch." and did
rather well by the technique. In dramatizing
the story of the trans-Pacific airliner that
had to ditch in mid-Pacific last October,
and her subsequent rescue by the Coast
Guard cruiser Pontchartrain. Mr. Mont-
gomery produced a tight, interesting show,
focusing only on the event and sticking close
to fact all the way. The result was an excel-
lent "slice of life" production.
Once the plane had left the Honolulu air-
port, the camera stayed within a limited
scene — the cockpit and passenger section of
the plane, and the cruiser. Excellent camera
work switched scenes neatly, and the con-
trast of the tensions on the ship and the
plane steadily developed suspense, which
was considerable by the end of the hour.
Realism was heightened w ith glimpses of
the people involved — the sailor who thought
the alarm was just another drill, the service-
man worried about being AYVOL. the wom-
an who worried only about the loss of her
orchid lei. However, there was little panic,
from the first shock when a propeller went
bad until the safe rescue of all 3 1 people
IN REVIEW
aboard, and this, too, follows reports of
what actually happened.
It was a well-balanced play, suspense and
tension intermingled with humor, all con-
tributing to a solid production.
Production costs: $55,000.
Sponsored by Mennen Co. through Grey
Adv. on NBC-TV Mon.. March 25, 9:30-
10:30 p.m. EST.
Producer: Robert Montgomery; director:
Perry Laffety. Adapted for tv by James
Benjamin from Cornelius Ryan's Collier's |
article.
Cast: Charles Cooper. Frank Maxwell, Gail j
Paige, Don Briggs. Reedy Talton. Pan1.
Maxursky, Marc May. Elva Meehan.
Aneta Corsaut.
THE BLACK STAR RISES
BIRTH of the nation of Ghana in Africa
was portrayed w ith vigor in a special half-
hour film documentary over CBS-TV on
March 25. In a 15-minute segment, the his-
torical background of the nation and its im-
portance as a force in the battle between the
free and the Communist world was pre-
sented skillfully in words and pictures.
Howard K. Smith, chief European cor-
respondent for CBS, served as live narrator.
The initial 15 minutes offered a recapitula-
tion of the recent tour of Africa by Vice
President Richard M. Nixon. This segment
tended to be repetitious and monotonous, I
with film depicting Mr. Nixon's arrival in
the various African countries and meeting
dignitaries there. Although it undoubtedly i
was designed to show the interest of the
United States in the attitudes of Africa, as
a whole, this purpose could have been |
achieved by a summary of developments on
the continent by Mr. Smith.
This approach would have resulted in
more time for an expansion of the com-
pelling Ghana story. The last 15 minutes
caught the spirit of restlessness, burning de-
sire for equality and the single-mindedness
of purpose of the inhabitants of this new
nation.
A special note of commendation is in
order for the striking set designs and the j
original music that caught the mood of a
continent in ferment.
Production costs: S 17. 500
Broadcast sustaining on CBS-TV March 24
(5-5130 p.m. EST).
Produced by CBS News; editors: Leslie
Midgley, Ed Hoyt; narration; Howard K.
Smith; director: Vern Diamond.
SEEN & HEARD
A striking performance by dynamic Hedda
Hopper, who made tv screens fairly sizzle
with her knowing portrayal of a Washing-
ton society queen bee. saved the day for j
"The Hostess With the Mostes' " on CBS-
TV's Playhouse 90 (9:30-11 p.m. EST,
March 21). Otherwise the video version of
Perle Mesta's fife story had little to recom- J
mend it. The production as a whole added up
to glorified soap opera, with Shirley Booth,
looking exactly like Shirley Booth, providing
a surprisingly lifeless characterization of the j
woman famed for her parties, her charities,
and her brief career as ambassador to Lux- '
embourg.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
Broadcasting • Telecasting
April 1, 1957 • Page 15
THANKS
FOR MAKING THE BOSTON
CONFERENCE A SUCCESSFOL.
PRODUCTIVE FIRST!
To the station managers and program managers . . .
educators . . . governmental leaders . . . members of the
clergy . . . press representatives . . . performers ... to all
who came and listened and watched and spoke in the
interests of exciting, appealing local public service pro-
gramming— our humble thanks.
The original concept of the Boston Conference —
started almost two years ago for the WBC stations and
later expanded to cover a cross-section of all radio and
TV stations — grew into a result that far exceeded our
expectations. Our only regret is that physical limitations
restricted invitations to 110 stations.
What happened in Boston? A lot of things.
Over 200 thoughtful men and women sat down to
discuss radio and TV news, religious and children's
programs, documentaries and spots and showmanship
in all forms of public service programming, to name just
a few subjects.
They talked. They questioned. They argued, and they
dreamed. Their thoughts and ideas in this broad and
too-often neglected programming area were provocative,
wondering, frank, exciting, and often brilliant.
Today, the effects of the Boston Conference — as re-
flected in much-appreciated letters and comments — seem
to be echoing in the farthest corners of the broadcasting
industry. The result, we feel, has been a long-needed
spotlighting of public service programming. We trust
that, from the enthusiasm of those who participated,
the calibre, appeal and effectiveness of public service
programming on stations everywhere — for people every-
where— will soar.
And yet, our enrichment from attention to pub-
lic service can be greater. There is still much to
be done. These facts, coupled with overwhelm-
ing requests, bring us to the announcement that
we will repeat the Conference on Local Public
Service Programming in 1958. Among many
new features will be participation by the sales
side of our industry.
We are already excited over the prospect. For no
experience at WBC has ever approached the Boston
Conference in confirming our belief that broadcasting is
most effective on stations that have earned the respect
and confidence of the communities they serve.
WESTINGHOUSE BROADCASTING
COMPANY, INC.
RADIO
TELEVISION
BOSTON WBZ— TV
PITTSBURGH KDKA-TV
CLEVELAND KYW— TV
SAN FRANCISCO KPIX
BOSTON WBZ+WBZA
PITTSBURGH KDKA
CLEVELAND KYW
FORT WAYNE WOWO
CHICAGO WIND
PORTLAND KEX
WIND represented by AM Radio Sales • KPIX represented by The Katz Agency
All other WBC stations represented by Peters, Griffin, Woodward, Inc.
Station
Sales
KIDDER,
PEABODY
CO.—
• Has an established re-
lationship with most
of the important
sources ot investment
capital in the country.
• Maintains close con-
tact with all phases
ot theTelevision and
Radio industry.
We invite the
station owner to
take advantage of
this dual coverage
when considering
the sale of his
property.
KIDDER,
PEABODY & CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
■principal cities in the United States
Address inquiries k>:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illinois
Telephone ANdover 3-7350
OPEN MIKE
Ratings Lament
editor:
The following verse is with apologies to
Joyce Kilmer:
UP A TREE
I think that I shall never see
A Nielsen, Pulse or ARB,
Whose figures sweetly coincide
When laid out neatly side-by-side.
A diary, recall, coincidental
That looks more sure than accidental,
A sets-in-use just like Trendex's
With proper breakdown of the sexes.
A cost-per-thousand base on a sample
That without question would be ample,
Ratings are used by fools like me
While I take refuge up a tree.
Alice Ross, Timebuyer
Franklin Bruck Adv., New York
No Sooner Asked
editor:
A client of ours has developed a unique
point-of-purchase display idea that we feel
will prove extremely interesting to sponsors
of major league baseball broadcasts and tele-
casts.
Could you possibly furnish us with the
names of national concerns who have con-
tracted with the major networks and ball
clubs to sponsor major league baseball?
Harvey H. Strobusch
Harvey H. Strobusch Adv.
San Francisco
[EDITOR'S NOTE: We refer Mr. Strobusch and
other interested readers to B»T's baseball round-
up in Advertisers & Agencies.]
Difference a Day Makes
editor:
The cover ad on the March 18 B»T
salutes WSB Radio [Atlanta] as "the South's
oldest station."
WBT's [Charlotte. N. C] broadcast li-
cense from the Dept. of Commerce is dated
April 10, 1922. WSB's is dated April 11.
1922.
Fuel for argument is in illimitable supply
but we think the date of the Dept. of Com-
merce license for broadcasting is a pretty
good criterion.
./. R. Covington
V. P. -Managing Director
WBT Charlotte. N. C.
To Split or Not To
editor:
Ed Kobak [Open Mike, March 18] thinks
radio and tv should go their own ways in
trade organizations. You disagree and so do
I, since we dare not weaken our position
numerically or financially.
But wouldn't the problem be simplified if
there were a change in NARTB by-laws dis-
qualifying for radio office any person em-
ployed by a broadcaster also in tv? Of
course, we could do that ourselves, by our
nominations and elections, but I'd rather see
it spelled out.
Jerome Sill, President
WFPG Atlantic City, N. J.
Reader Reaction
editor:
The article [Our Respects, March 11]
was very accurate and I appreciate your in-
terest in my career as well as your interest
in NBC.
Thomas Sarnoff, V.P.
NBC, Bur bank, Calif.
editor:
We don't deserve such wonderful treat-
ment, but we're mighty grateful for the
story on our new agency in this week's copy
of B»T [March 18]. We've had lots of com-
ment on it already.
Edward LaGrave Jr.
Truppe, LaGrave & Reynolds
Des Moines, Iowa
editor:
We were all pleased and delighted with
your story about Playhouse Pictures and our
client Frank Taylor Ford in the March 1 1
B«T.
Adrian D. Woolery
Playhouse Pictures
Hollywood
editor:
We of National Religious Broadcasters
appreciate immensely the fine coverage you
gave our recent convention in Washington.
D. C, in your issues of Jan. 21 and Feb. 4.
James DeForest Murch, Pres.
National Religious Broadcasters Inc.
Cincinnati
Yearbook Fan
editor:
Please send me a copy of the new Broad-
casting Yearbook-Marketbook ... [it is]
the most valuable reference in our industry.
Len Higgins
General Manager
KTNT-TV Tacoma, Wash.
Management Mixup
editor:
We were surprised to read in your March
18 issue that Ralph Davison Jr. has been
named executive vice president and general
manager of KTVR (TV) Denver. [The fact
is that] Hugh Ben LeRue is still executive
vice president and general manager. Mr.
Davison joined the staff of KTVR as sales
manager.
Ray Gallagher
Program Director
KTVR (TV) Denver
Page 18 • April 1, 1957
Broadcasting • Telecasting
the more you compare programming,
ratings, coverage, or costs per
thousand — the more you'll prefer
WAVE Radio
WAVE-TV
LOUISVILLE
NBC AFFILIATES
NBC SPOT SALES, EXCLUSIVE NATIONAL REPRESENTATIVES
Source: NSI. January 1957,
my Iti -weekly 'eatures.
■ One of the best features of wcbs-tv's feature film programming
is that everyone— viewers, advertisers and the industry itself— agrees it's the best.
the industry: The Billboard's Fifth Annual TV Film Service Awards (a poll of hundreds of stations,
sponsors, agencies and producers) voted wcbs-tv "the best station in the nation for imaginative and
effective feature film programming." (Gratifying but not new: this is WCBS-TV's third win in five years.)
the viewers: WCBS-TV's feature films (from M-G-M, Warner Brothers and other major studios) are
commanding the biggest audiences in their history . . . far bigger average audiences than feature films on
any other New York station (The Early Show 81% larger, The Late Show 112% larger).
the advertisers: Sponsors consistently invest more in WCBS-TV's features than in any other feature
film programs in New York— and get far bigger returns on their investments!
But the best feature of all, from the advertisers' point of view, is that Channel 2 commands much larger
average audiences than any other New York station not only during feature film periods— but through-
out the entire week as well. And has done so month after month, for years!
Represented by CBS Television Spot Sales • CBS Owned • Channel 2 in New York
BEST FEATURES
WCBS-TV
IN THE PUBLIC INTEREST
Nielsen
Study
# 2 Shows
WPTF
More daily listeners
than any other North
Carolina, South
Carolina or Virginia
station !
Reaches
homes in 84 counties! Three
more counties than 1952 study. ^
BIGGER MARKET!
Population 3,065,600
Households 746,740
Spendable Income $3,304,021,000
Retail Sales $2,355,862,000
Food Sales $530,006,000
Drug Sales $63,459,000
Gen. Merchandise $304,263,000
Apparel Sales $124,228,000
Home Furn. Sales $138,186,000
Automotive Sales $517,228,000
Gas Station Sales $206,042,000
Farm Population 1,208,500
Gross Farm Income $1,002,864,000
♦Source: Standard Rate and Data
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
National Representatives
'Medicine Chest' Drive Boosted
NBC reports it devoted more than $250,000
worth of radio time to its March Medicine
Chest public service campaign. The cam-
paign, in cooperation with Civil Defense and
the Red Cross, was designed to persuade the
public to keep protective and preventative
medical supplies on hand, particularly in
automobiles.
Prison Gets Record Library
MARION Correctional Institution (Div. of
Ohio Bureau of Prisons) now claims pos-
session of a music appreciation department
— because of the public service efforts of
WMRN Marion, Ohio. When the station
heard the institution had received a record-
player from private sources and had no
music, it donated records from its library.
To date, WMRN reports, it has contributed
over 800 classical and nearly 200 popular
discs to the prison.
Tv Series Impetus for Ford Grant
WXIX (TV) Milwaukee is credited with be-
ing "instrumental" in the award of a $10,-
000 Ford Foundation grant to that city's
Junior Bar Assn. WXIX produces Milwaukee
Reports, a public service series, in coopera-
tion with the legal group. In a letter to
Warren Bush, station public affairs director,
the association lauded WXIX for helping it
to obtain a grant to engage in a study in-
volving the constitution and the bill of rights.
Radio Alerts Avert Explosion
QUICK results from alerts on WSPB and
WKKY, both Sarasota, Fla., averted a pos-
sible tragedy. Four youngsters, playing near
a construction project, had hidden a box of
electric blasting caps, planning to keep them
to play with. The warmth of a person's hand
could have set off the caps, which are used
to detonate dynamite. A foreman reported
the loss, and both local stations broadcast
news alerts. The mother of one of the child-
ren, hearing them talk about dynamite, put
two and two together, and her call led to
a safe removal of the caps.
Spot Campaign Aired for YMCA
WJAR-TV Providence, R. I., used a spot
saturation campaign as part of its community
service plan to support a fund for a new
YMCA building in Cranston, R. I. Civic
leaders made on-camera appeals for contri-
butions aiming at a $218,000 fund.
IN GIVING, WDIA RECEIVES
THAT "it is in giving that we receive"
is exemplified in the public service efforts
and programming of WDIA Memphis,
Tenn.
Through its many public service pro-
grams, the Memphis 5 kw station has
improved race relations in that city and
brought greater understanding between
the Negroes and whites in parts of an
eight-state area (the Midsouth) which it
serves.
This is the gist of a Coronet magazine
article (February issue) about the station's
many activities entitled "WDIA — It Made
Good Will Pay" by Henry La Cossitt.
Owned by John R. Pepper, president of
the Bluff City Bcstg. Co., and Bert Fer-
guson, general manager, WDIA is "the
principal source of information and
communication for the Negro commu-
nity, not only of Memphis but of the
surrounding territory . . ." (the Mid-
south) in which some 1,300,000 Negroes
live, the Coronet article states. One
third of the station's employes — including
its entire performing personnel — are
Negroes.
With its "open door" policy for "people
in trouble and want," WDIA constantly
helps its listeners (both Negroes and
whites) to get jobs, to solve their personal
and family problems. The station an-
nually presents a "Goodwill Review" and
"Starlight Review" — the proceeds of
which help finance many things which
WDIA does for Negroes in Memphis and
the surrounding area.
Among other regular programs are
WDIA's weekly show, Brown America
Speaks, a half-hour forum, on which
current issues and Negro problems includ-
ing race relations, are debated and dis-
cussed. Also there is Teen Town Singers,
a group of high school boys and girls
directed by a Negro former biology
teacher, now a disc jockey. Each year
the station awards a $200 cash scholar-
ship to the outstanding participant from
each of the seven Negro schools taking
part in the program.
Through the efforts of WDIA's general
manager, Mr. Ferguson, the station
achieved the establishment in Memphis
in 1955 of a school for crippled Negro
children. The city has furnished the
building, a former white school, while
WDIA funds bought two busses to pro-
vide transportation. Some 40 pupils —
victims of polio, cerebral palsy and mis-
haps— regularly attend the school, which
has a good teacher, a practical nurse and
a physical therapist in attendance.
In addition to its daily services, which
include the recovery of lost people, live-
stock and articles, the station has helped
to place Negroes on such civic commit-
tees as Fire Prevention, the Community
Chest and the March of Dimes, and has
aided in reducing the city's delinquency
rate through its organization and spon-
sorship of a junior baseball league. WDIA
also has been credited with fine support
of the policy traffc-safety program.
WDIA's owners don't claim to be
professional "do-gooders", however.
" 'We're in business'," the Coronet ar-
ticle quotes Mr. Ferguson, who notes that
the station's annual revenue at $600,000
is growing steadily. "T guess it pays to
be nice to people'," Mr. Ferguson says.
Broadcasting • Telecasting
ANOTHER FABLE OF PROFITS
(The Till Ml aril)
NCE UPON A TIME there was a station manager
who, unlike William Tell, couldn't keep his eye on the
target. His aim was dangerously low*, and no matter
how hard he tried he never (well, hardly ever) scored.
Then one day after stalking down the Michigan Boule-
vard Preserve in a vain search for a buck, he happened
into the Boiling suite at the Hilton. They were very happy
to see him and helpfully showed him how to restring his
bow, straighten his aim, and knock down the game.
Today he is a marksman of wide renown and always
bags the limit wherever he hunts.
The moral of this story is ... a low blow gets no dough.
*Aim higher with us.
THE BOLLING COMPANY ,
STATION REPRESENTATIVES
247 PARK AVENUE, NEW YORK CITY, N. Y.
CHICAGO • BOSTON • LOS ANGELES • SAN FRANCISCO
Page 24 • April 1, 1957
Broadcasting
Telecastin
KEEP COMING...!"
This poor fellow is suffering from a plethora of radio-tv
publications. As a busy buyer of radio and television
time for one of America's biggest agencies, he'll receive
this year approximately 165 regular and special issues
of various magazines — all claiming themselves in-
dispensable to- his welfare and" knowledge of the
radio-tv business.
Their bulk weight will total close to 90 pounds, and a
new one will arrive on the average of every 36 hours
during the working week.
This is a lot of reading. If he did read them all, there'd
be ne time to do his job. "What gets me," he moans,
"is that I never asked for all this generosity. There's
only one'" magazine 1 really need, and I pay the sub-
scription price to get it. The others just keep coming
and coming for free. All I hope is the stack doesn't fall
over and smother me someday."
His plight is shared by hundreds of other important
agency and advertiser people. Virtually all of them re-
ceive BROADCASTING-TELECASTING every week-
not gratuitously, but because they want and pay to get
this dominant business weekly of radio and television.
(In fact — and unlike the others — if they don't pay,
they dont get it.)
What does all this mean to you as a prospective ad-
vertiser in BROADCASTING-TELECASTING? Well,
only B-T can present verified figures on paid circulation,
accurately classified by types of readers, and backed
by the solid reputation of the Audit Bureau of Circula-
tions. For B-T alone, among the publications purporting
full attention to radio and television business, has quali-
fied for ABC membership.
An ABC statement has the genuine respect of agencies
and advertisers all over America — because it is the
truest measure of any publication's worth: its PAID
circulation. No partiality, no ambiguity . .. . honest
weight with nothing hidden.
BROADCASTING-TELECASTING's current ABC
statement shows almost 17,000 average paid distribu-
tion — far more than that of any other publication
in the radio-tv field. When you advertise in its well-
studied pages, you know your messages are going to
the people who count. What's more, they'll be seen
when they get there.
Why smother in the "might-read-sometime" stack? Go
first-class in the one magazine that lies open on more
important desks than any other!
We've signed our name prominently to
this advertisement, just in case
you dont already know. Anything
B-T doesn't cover in radio-tv isn't
worth a busy man's time.
BROADCASTING
TELECASTING
1735 DeSales Street, N.W., Washington 6, D.C.
a member of the Audit Bureau of Circulations
i
Broadcasting
Telecasting
April 1, 1957 • Page 25
r
years*
5000
■ IVllI *««
Central WU»* area.
UHSIHO
highest *age rate
Michigan - over
^2.A4 per ^a
1320 KC Represented Nationally by
Venard, Rintoul & McConnell, Inc.
OUR RESPECTS
to Ely Abraham Landau
A FIVE-YEAR dream comes true today (Monday) for Ely A. Landau, president of
National Telefilm Assoc., New York, and of the NTA Film Network, as the
network launches operations on a commercial basis [see Networks].
The film network, to a remarkable degree, underlines two of Mr. Landau's charac-
teristics that colleagues regard as his strong points: a visionary zeal and dogged
determination to succeed. Over the past five years he has made several attempts to
establish a film network because he believes that film must assume the dominant role
in the network of the future. Each attempt stalled until last October when he lined
up more than 100 station affiliates and promised to provide them with IV2 hours of
feature film programming a week.
The project was viewed with skepticism by many industry observers and this
attitude deepened when sponsorship of the network did not develop for several
months. But Mr. Landau and his associates kept up a steady barrage of presentations
to advertisers and their agencies and finally signed the Warner-Lambert Phamaceutical
Co. and P. Lorillard Co. as co-sponsors [B»T, March 4].
Mr. Landaus plans for the NTA Film Network are by no means modest. A
90-minute "kiddie" show currently is being prepared for a fall debut and several of
the half-hour program series currently in production for National Telefilm Assoc., the
parent company, will be assigned to the network. Mr. Landau is convinced that in
five years even the major networks will be programming film shows almost exclusively,
with live programs carried only for special events, sports and one-time spectaculars.
His thesis is that the cost of the coaxial cable will be economically indefensible.
Ely Abraham Landau was born in New York City on Jan. 20, 1920. At 17,
following graduation from Manhattan's Seward Park High School, he began his
business career as a salesman on the road for Alpha Aromatic Labs. He served also
on the sales staff of Detecto Sales Co. before joining the U. S. Air Corps in 1942. He
was released as a sergeant after service in the China-Burma-India theater.
Mr. Landau's first post-war project involved the New York distribution of a
southwestern snack called Pepcorn Chips, with which he had become acquainted during
Air Force service in Texas. He advertised the product by buying spot announcements
on WCBS-TV New York before, during and after the Brooklyn Dodgers baseball
telecasts. In six months, Pepcorn Chips was on the shelves of more than 10,000 outlets
in the New York area. Despite the encouraging success, Mr. Landau was forced to
give up the business because the product could not withstand the northern climate.
BUT the singular success he had achieved with television's help was not lost on
Mr. Landau. He decided then to embark on a career in television. In 1948 he
joined the tv program packaging company of Ray Nelson Productions, New York
(Mr. Nelson currently is vice president of the NTA Film Network) and the next year
became television director of Moss Assoc., New York, an advertising agency. In 1950
he was appointed television director of the Emil Mogul Co., New York, where he was
credited with having expanded the agency's television department to formidable
proportions and having increased the billings of Esquire Boot Polish and Ronzoni
Macaroni Co. to more than $1.5 million each yearly in tv.
In 1951 Mr. Landau formed Ely Landau Inc. as an independent tv film producer.
It was this company that developed into National Telefilm Assoc. Mr. Landau's first
attempt at a film network came early in 1952 when he worked to organize the First
Federal Film Network. He tried to interest stations to buy shares in the network and
program it with series to be produced by Ely Landau Inc. The proposition did not
appeal to the stations. Then, in order to acquire nationwide distribution for his
product and raise production capital, he sold franchises for distribution rights in
various areas throughout the country. In May 1954, when Oliver Unger, now execu-
tive vice president, and Harold Goldman, now vice president in charge of sales for
NTA, joined forces with Mr. Landau, he retired all franchises. NTA's corporate
assets now are reported to be in excess of $14 million.
In quick succession, Mr. Landau acquired the PSI-TV library of serials from
Bernard Prockter in December 1953, feature films from J. Arthur Rank and David
Selznick in January 1955 and finally — the grand prize — the 20th Century-Fox
features. The company has 130 Fox features and the option to buy an additional 312.
Fox acquired 50% of the film network, although NTA maintains operational control.
Mr. Landau realizes that the feature film bonanza can last only two to three years,
and his blueprint for the future highlights half-hour film serials. To this end, he has
made agreements with Desilu Productions and Fox to produce about a dozen tv series.
In 1942, Mr. Landau married the former Hannah Klein of New York. They have
two children — Neil, 10, and Lester. 6. The Landaus live in Manhattan.
Page 26 • April 1, 1957
Broadcasting • Telecasting
M>fa€<KUMWUA, Ohio
1
4t Ut^CtttMfL
Three short years ago WTVN-TV ranked as a poor third in the three-station Columbus,
Ohio, market. Since that time, the great forward strides of ABC-TV combined with the
aggressive local programming of WTVN-TV have resulted in a steady climb in audience
acceptance. This rating trend has now progressed to the point wherein the latest Nielsen
Study shows WTVN-TV FIRST in total audience.
j£ tottkVtclic&Pv
ANOTHER FIRST— Maintaining our position as Central Ohio's top station, we take great
pride in announcing the installation of the RCA Vidicon film projection equipment.
WHAT DOES THIS MEAN TO ADVERTISERS AND TIME BUYERS?
The installation of this advanced RCA equipment assures WTVN-TV advertisers, using
film commercials and film programs, of sharp— clear— virtually noise-free pictures of live
picture quality. Channel 6's new Vidicon equipment will show every detail that is on the
film. Truly, the NEW WTVN-TV film picture is
.....
I
F V KT1 A CI F KIT Y
WJVKjdMAvmiuox
41,520
more weekly
RADIO HOMES
than any other Mississippi station!
NIELSEN NCS No. 2
or coverage and audience.,.
superior
coverage
both day & night since 1929
WJDX
AM • FIVI
For complete details NCS No. 2
George P. Hollingbery Co.
or WJDX, Jackson, Miss.
ON ALL
ACCOUNTS
Edith Krams
EDITH KRAMS, media director for An-
derson-McConnell Adv. Agency, Los An-
geles, is a firm believer in buying local radio
and tv programming with local personalities
whose connections can give the advertised
product a valuable plus in merchandising.
"Local merchandising can make the dif-
ference between a good campaign and a
fabulous campaign," Miss Krams declares.
She learned that lesson at KDUB-TV Lub-
bock, Tex., she says, where as Edith Bennett
she conducted a daily woman's program and
a daily children's show a few years back.
At Anderson-McConnell, Miss Krams is
using radio and tv for Cromwell Oil Co.'s
X-3, an oil additive; Boyle Pharmaceutical
Co.'s many products; Glenn Wallich, Music
City, records, sheet music and musical in-
struments; Thriftimart food stores; Metro-
politan Savings & Loan Co.; Maier Brewing
Co.'s Brew 102, plus a number of purely
local accounts. She also places the advertis-
ing for KXLA Pasadena and KXO El Cen-
tra, both Calif.
TALL (5 ft. 8 in.), blonde and blue-eyed,
Edith Wright Krams Jr. (who insists the
Jr. is on her birth certificate and therefore
an integral part of her name) is one of the
prettiest as well as one of the youngest of
media directors (she's 26). But she's no
Jennie-come-lately to the advertising busi-
ness, which she entered 10 years ago, while
still in college, as girl-of-all-work for Emer-
son Advertising Agency, Los Angeles. After
graduation from the U. of California with a
degree in business administration she stayed
with Emerson long enough to become pro-
duction manager and handle some time and
space buying. Then, in rapid succession,
came jobs doing public relations for Milton
Weinberg Adv. Co., as advertising manager
of the Millicent Deming Commercial Model-
ing Studio and production manager of
Glasser-Gailey Inc.
After the stint in Lubbock and the on-
camera job at KDUB-TV, Miss Krams re-
turned to Los Angeles and the agency busi-
ness, first in media and production work at
Richard N. Meltzer Adv. and, since last
Dec. 3, as media director of Anderson-Mc-
Connell.
She now lives with her parents, her
son — Karl Frederick Hautz III, her broth-
ers and an assortment of dogs, cats, rabbits
and other domestic animals in Windsor
Square, residential section of Los Angeles.
Miss Krams' hobbies are largely athletic
to counteract her days behind a desk. She
plays golf (only fair) about twice a month,
rides horseback at least once a week, fences
daily and flies whenever the opportunity pre-
sents itself. She's had her pilot's license for
eight years.
Page 28 • April I, 1957
Broadcasting • Telecasting
iny Way You Look At It
WSAV reaches more people
Have you seen the new Savannah Trading Area Pulse?
WSAV has complete audience domination in all of the important
local program periods — 6:30 to 10:00 AM, 3:30 to 7:00 PM, and from 9:15 PM to Sign-ofF.
For instance, here are the ratings
for the breakfast hour from 7 to 8 AM:
and, in the late afternoon:
STATION
7:00 AM
7:15 AM
7:30 AM
7:45 AM
WSAV
7.0
6.8
7.8
7.5
STATION "A"
1.4
1.6
2.2
2.2
STATION "B"
.7
1.0
.9
1.0
STATION "C"
1.4
2.1
2.3
3.1
STATION "D"
.5
.6
.6
.7
STATION "E"
5.8
6.0
6.7
7.0
STATION
5:00 PM
5:15 PM
5:30 PM
5:45 PM
WSAV
8.6
8.7
8.5
7.5
STATION "A"
.5
•6
.4
.5
STATION "B"
1.2
1.3
1.6
1.5
STATION "C"
3.3
2.8
OFF
OFF
STATION "D"
.7
1.0
1.0
.9
STATION "E"
6.7
6.8
7.0
6.9
The PULSE proves it . . . the NIELSEN proves it . . . WSAV REACHES MORE
PEOPLE AT A LOWER PER-PERSON COST THAN ANY OTHER SAVANNAH MEDIUM!
in Savannah
WSAV
j 630 kc.
i 5,000 wa tit
! Full Tim*
JOHN
BLAIR =r
& COMPANY
REPRESENTED BY
Broadcasting • Telecasting
April I. 1957 • Page 1
I
IN TUB CAROL! N AS
r 7
-1+30-77
K
S
A
r
{"
i
lililililililih
c
Ti i t 1 1 1 i t
A HARBINGER OF GOOD NEWS FOR YOU!
There's good news for you in the NCS #2 report on actual viewing of
Southeastern TV families.
— 1 + 30 = 77 may even stump Univac, but for the discerning advertiser
it means simply that WBTV lost one county in the NCS #2, but picked up
30 counties for a total coverage area of 77 prosperous North and South
Carolina, Tennessee and Virginia counties.
Here's your good news:
• A population increase in WBTV's coverage area of 49.8% for a new
total of 3,821,700 potential customers.*
• A 43.3% increase in Effective Buying Income brings the new total to
$4,258,069,000*
... \ • A retail sales increase of 45.2% giving a new total of $3,028,602,000*
WBTV's dominant position overpowers the Carolinas' second-place station
by 48.5%; submerges the third-ranked station by 63.6%; and swamps
the fourth-ranked station by 80%.
Forget your former formula. Translate — 1 + 30 = 77 into potent Sales
Power for you ! Contact WBTV or CBS Television Spot Sales for the complete
Nielsen story on the Southeast's top television station.
*1956 "Survey of Buying Power"
B RO A D C ASTI N G
TELECASTING
Vol. 52, No. 13 APRIL 1, 1957
MILITARY SEEKS VHF CHANNELS 2-6
• Eisenhower now reportedly is considering secret request
• Will 200-plus vhf stations have to move to ultra highs?
A FORMAL request has reached the White
House from the military, probably through
the Joint Chiefs of Staff, asking that Presi-
dent Eisenhower preempt low band vhf
television spectrum space for military pur-
poses.
While detailed information is not avail-
able, it was ascertained that the request has
the personal attention of the President and
that it has been discussed in high councils
during the past fortnight. Because of the
untold disruption of service it would cause
to millions of viewers, as well as to stations,
the request is receiving highest level consid-
eration, it is learned.
Giving credence to the im-
mediacy of the problem is
recent testimony of FCC
Chairman George C. McCon- ||
naughey ' and other FCC ||
members before both Senate II
and House committees that ||
channels 2-6 are in jeopardy §|
because of 'demands from
the military and from other ||
non-broadcast users, whose ;gi
growth has mushroomed. This ||
is the underlying reason for ||
the pressure to move ail tv
to uhf. 1
Because the military op- Ij
erates in a vacuum of self-
imposed secrecy in the com-
munications area, no one in g|
public office wants to be ||
quoted. While there was no f§
comment in response to the I;
inquiries from B*T about the
formal request for vhf spec- ij
trum space from the military,
there were no flat denials. In-
formed sources said high level consideration
was being given to the problem, and in one
quarter it was said that Presidential Assistant
Sherman Adams currently is in consultation
with the President on it.
Under the Communications Act, there is
split jurisdiction over spectrum allocations.
The FCC handles allocations for non-gov-
ernment services. But the President has full
authority to assign spectrum space to gov-
ernment for any service considered neces-
sary for national security or vital public
service. There is no requirement for gov-
ernment services to justify their demands.
And the allegation repeatedly has been made
that the military dominates government al-
locations.
Because of the billions of dollars of public
investment in television receivers, aside from
the investments of broadcasters in trans-
mitting plants and facilities, the notion that
the President would yield to the military for
low band channels when no emergency ex-
ists is regarded as unlikely. But the warnings
sounded by members of the FCC of the
imminent danger to channels 2-6, according
to informed observers, cannot be taken
lightly.
Efforts to solve the problem of "dual
authority" over spectrum allocations have
OFF LIMITS?
been made for the past two decades. But
despite several high level studies, and an
equal number of erudite reports, the system
remains unchanged.
At this time, the military and the non-
broadcast users are not exerting pressure
beyond channels 2-6. They probably would
even settle for channels 2-4 which constitute
the first segment of the low band. Thus,
channels 7-13 in the vhf band appear to be
safe from immediate attack. The effort is to
move the 200-odd stations now in channels
2-6 to uhf over a"transitional" period of
years.
The evolution of forward scatter as a
reliable means of long-range communica-
tions, as well as the development of jet
aviation are given as reasons for the gov-
ernment need for vhf space. Industrial users
in the mobile services also have been lobby-
ing hard; feeling they could share facilities
with the military without undue interference.
For some months, important military
figures have been sending up trial balloons
on the need for additional spectrum space
if our boundaries are to be protected. Early
this year, Maj. Gen. Alvin L. Pachynski,
Air Force communication chief, published
a brief military "justification" for more vhf
space in an aviation publication. Last month,
Signal, publication of the
mmMmmim Armed Forces Communica-
II tions & Electronics Assn.,
carried a lead article on for-
|f ward scatter requirements by
Rear Admiral H. C Bruton,
director of Naval Communi-
|i| cation. Here s one quote on
§| Adm. Bruton's call for more
f| space in the 2*) 60 mc region
§| "... we feel that some pro-
§| vision for the use of scatter
|| is a 'must'."
|| Presumably, the President
|| and his advisors must deter-
|| mine whether the military de-
mand is valid at this time, or
whether it is premature. In-
igj terwoven in the military
|| pitch it was obviously de-
ll duced, is the incessent cam-
II paign to have all tv move
|| into the uhf spectrum, where,
|| at the present state of the
■WiM art, coverage areas are re-
stricted in contrast to vhf,
with the consequence that many people in
outlying or even suburban areas, would be
deprived of service if vhf operations are
curtailed.
Informed sources feel that the military is
beginning its campaign for the low band
vhf space, not with the notion that stations
would move overnight, but rather that ma-
chinery would be set in motion to effect the
transition perhaps in the next decade. The
military — principally the Air Force — is shoot-
ing at the lower end of the band because
there is a natural "split" in the allocations.
For example, channels 2 to 4 run from 54
megacycles to 72 mc. There is a break of
Broadcasting • Telecasting
April 1. 1957 • Page 31
four mc for government operational fixed
services, and then channels 5 and 6 from
76 to 88 mc. Channel 7 does not cut in until
174 mc, running through the '"high" end of
the vhf band to channel 13 at 216 mc. Then
uhf begins at 470 mc with channel 14 and
runs through to 890 mc or channel 83.
The magnitude of the upheaval that would
be wrought through displacement of stations
on channels 2-6 is apparent in toting up the
stations now operating in the area. As of last
week, there were 203 stations — most in ma-
jor markets — on those bands, with invest-
ments in the hundred millions.
An official of the Office of Defense Mobil-
ization told B«T Friday that as far as his of-
fice knows "there is no request pending" at
the White House from the JCS for addi-
tional spectrum space. He added that the
whole matter was up about a year ago, at
which time ODM concluded, after a
thorough exploration, that no spectrum
space in vhf now occupied by government
could be relinquished to tv, and that if any-
thing, government eventually would require
additional vhf space.
To alleviate the tv allocations problems,
efforts have been made during the past sev-
eral years to induce the military and other
government users to relinquish some of their
spectrum space to tv — notably in vhf areas
contiguous to the present vhf bands. But
these were met with the retort that the mil-
itary needed more, not less, vhf space.
Charts show that the military and other
government services now are using sub-
stantially half of the usable spectrum.
Recently, it was learned, Sen. Charles
Potter (R-Mich.), a member of the Senate
Interstate Commerce Committee, inquired
of ODM how the military could "justify"
so much vhf spectrum space when the re-
quirements of the public for additional chan-
nels are evident. ODM replied, it is learned,
that not only could the government (mili-
tary) not relinquish space, but that the
probability is that it will need additional
vhf area for national defense purposes.
ADVERTISERS & AGENCIES
Y&R HINTS COAXIAL CABLES' USE
TO FEED TELEVISION TO CLIENTS
ANN FIORILLO, "Advertising Miss
1956," presents Elon Borton (1), presi-
dent of the American Federation of
Advertisers, the first ticket to the
seventh annual Inside Advertising
Week banquet scheduled this Thursday
(April 4) in the Hotel Biltmore, New
York. John J. Patafio Jr., president
of the Assn. of Advertising Men &
Women, sponsor of Inside Advertis-
ing Week, looks on.
ON THE HEELS of other major New York
agencies which have installed closed circuit
television system to simulate broadcast con-
ditions in preparation of shows and com-
mercials, Young & Rubicam announced last
week that it would go further and be able to
feed the material to clients no matter where
in the U. S. they are located.
Presumably the feeds around the country
would be accomplished by AT&T lines.
Y&R said it is installing tv transmission
facilities at its headquarters, 285 Madison
Ave., along with a film theater and audi-
tion studio.
Although other agencies recently have
established closed circuit studios, such as
J. Walter Thompson Co. and McCann-
Erickson, Y&R said its system differs in
that the agency will be able to show its
creative wares to clients in their own offices.
Y&R said the system should be ready in
June. The studio and its facilities will allow
the agency to show clients a selection of
tv shows and commercials and permit audi-
tioning of performers under broadcast con-
ditions.
The facilities will include use of 35 mm
telecast projectors and vidicon tv cameras
such as employed by tv networks. The
equipment will also permit screening of
color film with appraisal of its black and
white transmission quality.
The specially equipped film theatre and
tv audition studio will be located in the
agency's headquarters at 285 Madison Ave.,
New York.
The facilities will provide improved qual-
ity control of tv commercial production.
The addition allows full time use of a film
theatre and, adjoining it, in a newly designed
audition studio, a standard broadcast vidi-
con camera will duplicate tv broadcast con-
ditions over a closed circuit. It will also be
equipped with the latest tape recording
units.
The audition studio will allow the agency
to check on color of packages, labels, prod-
ucts, art work, etc., prior to actual network
studio rehearsal.
This marks the first time, according to
Young & Rubicam, that an agency can make
available to its clients, and personnel, use of
the same type of 35 mm telecast currently
used by the tv networks, with special design
modifications that permit straight projec-
tion of 35 mm tv films as well as transmis-
sion of the same material through a vidicon
film chain of the latest mode. Monitoring
sets will be located in strategic locations
throughout the agency.
The new equipment also will let the
agency and its clients view 35 mm work
prints of all commercials in interlock form
and then screen answer prints having optical
as well as magnetic sound tracks. By re-
running the film through multiplexing mir-
rors, which focus the image through a vidi-
con film camera chain, conditions of home
reception can be duplicated for closed cir-
cuit viewing.
Seven-Up to Co-sponsor
Disney's 'Zorro' on ABC-TV
SEVEN-UP Bottling Co. has contracted for
its first national network television sponsor-
ship on a continuing basis with its alternate
weeks buy of Walt Disney's Zorro on ABC-
TV.
The soft drink firm's sponsorship will
begin with the opening of the program this
fall, according to Ben Wells, vice president
in charge of sales-advertising for the com-
pany. Exact time of the new show, and its
co-sponsor, will be announced shortly, Mr.
Wells said.
Seven-Up has used short-term buys in net-
work tv in past years, and currently has a
regular spot radio schedule. The company
will continue its sponsorship of Soldiers of
Fortune, MCA-TV film series on a "spot-
booked" basis through this May.
Scott Paper Co. Buys MacKenzie
Next Season on NBC-TV
SCOTT PAPER Co. (paper napkins, tow-
els, etc.) will sponsor a new program, the
Gisele MacKenzie Show, on NBC-TV Sat-
urdays, 9:30-10:30 p.m., next fall. The pro-
gram will be produced by J & M Produc-
tions, which is owned by Jack Benny,
through the Music Corp. of America, talent
agency that represents Miss MacKenzie,
Mr. Benny and the comedian's company.
It is expected Miss MacKenzie's programs
will be live and possibly in color.
Pepsodent Asks DJ.s
To Push New Contest
RADIO has been selected by Pepsodent
(Division of Lever Bros.) to play the major
role in a contest promotion starting April 22
that ties in its "where the yellow went"
theme, with prizes worth a total of $88,025
to winning contestants.
Simultaneously, Pepsodent is running a
"contest" for disc jockeys but limited to
those personalities who are heard on sta-
tions slated to run Pepsodent's spots. For
them Pepsodent will give away 18 prizes
worth $15,000, the "top disc jockey" to re-
ceive the grand prize: A swimming pool
from International Swimming Pool Corp.,
White Plains, N. Y., of which Esther Wil-
liams is president.
To further the station contest, Pepsodent,
via its agency, Foote, Cone & Belding, New
York, has mailed letters to station managers
explaining the contest, with follow-ups to
station personalities (teaser letters from
Miss Williams), suggested materials for both
station and disc jockey and dossiers to Pep-
Page 32 * April 1, 1957
Broadcasting • Telecasting
sodent sales forces.
An assertion by a broadcaster that Pep-
sodent was attempting to get further mileage
out of its paid campaign by by-passing sta-
tion management was denied by both Lever
Bros, and agency spokesmen. They said "no
complaints" from radio stations had been re-
ceived, although requests for "additional
materials" were coming in from stations. It
was not the intent of Pepsodent to obtain
unpaid air time to supplement the cam-
paign, they told B«T. although the station
and or disc jockey could choose any pro-
motional effort desired.
Rather, they explained. Pepsodent was
interested in encouraging a merchandising
promotion on behalf of the contest, helping
both the advertiser and promoting the sta-
tion. Station managers are extended an in-
vitation, they added, to contact either Pep-
sodent or the agency for a personal and
full explanation of the campaign's purpose
and how it will be conducted.
A spokesman for the agency emphasized
that only its regular schedule of stations
(reportedly about 200 in 100 markets) is be-
ing invited to participate in the station part
of the contest.
Defense of Advertiser Control
Of Tv Programs Made by Jones
A STRONG defense of commercial control
by the advertiser of television programming
has been offered by Ernest A. Jones, presi-
dent of MacManus. John & Adams. Bloom-
field Hills. Mich., and New York.
Addressing approximately 150 New York
City schoolteachers at the New York Her-
ald Tribune's television and radio seminar
March 10. Mr. Jones discussed the question.
"Does Advertising Interfere with Television
Programming?" The answer, according to
the Michigan agency executive, is yes
— but only to the following extent: televi-
sion must necessarily be interrupted for
commercials, television must be beamed to
the broadest segment of the population and
television programming is "inextricably"
identified with the sponsor, thus the spon-
sor "must watch the editorial content . . .
rigidly."
The seminar is a weekly affair sponsored
by the Tribune in cooperation with the New
York City High Board of Education. Future
guests include NBC Continuity Acceptance
Director Stockton Helffrich ( April 2): CBS
Director of Public Affairs Irving Gitlin
(April 9). and Ed Stanley, project supervi-
sor of the NBC educational programs now
being aired by non-commercial outlets
(April 16).
Dairy Assn. Seeks New Show
NETWORK tv plans of American Dairy
Assn. for 1957-58 reportedly hit a snag last
week, with CBS-TY's / Love Lucy and other
properties involved in negotiations at the
agency and client level.
The association had voted to sponsor
Lucy on alternate weeks this fall on the basis
that no new film production would be in-
volved and it could select choice runs of
past years [B»T. March 25]. Negotations
faltered, however, with the revelation of
CBS-TV plans to slot a new show. Big Rec-
ord, three weeks each month and run a full-
hour Lucy in the fourth week. It's under-
stood proposed new films would cost over
S300.000 each, making the package prohibi-
tive for American Dairy.
Campbell-Mithum Inc. had an option to
purchase for both American Dairy and Gold
Seal Co. (Glass Wax) whose accounts it han-
dles on alternating weeks.
After the snag developed, it was learned,
the agency sought to buy a third sponsorship,
again on alternating weeks, of the fall Perry
Como Show, but negotiations fell through.
Client also was represented as not interested
in a CBS-TV proposed 90-minute special
series planned for Monday evening this fall
and is reportedly shopping for other network
availabilities.
Meanwhile. American Dairy is set for a
staggered 52-week schedule of participations
and station breaks on NBC Radio — in the
hours 10 a.m.-5 p.m.. starting his summer —
to kick off its "June Is Dairy Month" pro-
motion, with a maximum of 15 minutes of
spot announcements per week.
Kenyon & Eckhardt Names Two
DON O'LEARY and J. Clarke Mattimore
have been elected vice presidents of Kenyon
& Eckhardt. New York. Mr. O'Leary has
been with the agency since January 1956 as
account executive and Mr. Mattimore has
been account executive since May 1955.
Lowe Corp. Buys 'Popsicle'
CONFIRMATION of a purchase by Joe
Lowe Corp., New York, for a nine-week
series of comedy shows on ABC-TV start-
ing May 18 was made last week by Slocum
Chapin, the network's vice president in
charge of sales [At Deadline, Feb. 4]. Titled
Popsicle Five Star Comedy Party, the Sat-
urday 5:30-6 p.m. EDT strip will feature
Paul Winchell and Jerry Mahoney, Senor
Wences. Olson & Johnson, Ben Blue and
Jerry Colonna. The sponsor will use the
series to promote Popsicles, Fudgsicles,
Creamsicles and Lowe Corp.'s "Popsi
Doodle Contest." Contract was placed
through Paris & Peart, New York, agency
for Joe Lowe Corp.
Refinery to Use All Media
AMERICAN Sugar Refining Co. (Domino
Sugars) has started an intensive advertising
campaign using television, radio and news-
papers to promote the low-calory sugar
"story." At least 70 major markets will be
used in tv spots plus an additional radio
campaign in several major markets. The tv
spots for Domino extra fine granulated sugar
will be animated commercials. Ted Bates &
Co., New York, is placing the campaign.
COLORCAST I N
The Next 10 Days
Of Network Color Shows
(All times EST)
CBS-TV
April 2 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote. Cone & Belding and Pet Milk
Co. through Gardner Adv.
April 3 (8-9 p.m.) Arthur Godfrey-
Show, participating sponsors and
agencies (also April 10).
April 5 (3:30-4 p.m.) Bob Crosby
Show, participating sponsors and agen-
cies.
April 11 (8-9 p.m.) Shower of Stars.
Chrysler Corp. through McCann-
Erickson.
NBC-TV
April 1-5 (1:30-2:30 p.m.) Club 60.
cooperating sponsors and agencies.
April 1-5 (3-4 p.m.) Matinee Theatre.
participating sponsors and agencies.
April 1 (8-9:30 p.m.) Producers
Showcase. "The Great Sebastians."
with Alfred Lunt and Lynn Fontanne.
RCA-'VN riirlpool-Seeger through Ken-
yon & Eckhardt and John Hancock
Mutual Life Insurance Co. through
McCann-Erickson.
April 2 (10:30-11 p.m.) Hold That
Note, Lanolin Plus through Russel M.
Seeds.
April 3, 5, 10 (7:30-7:45 p.m.) Xavi-
er Cugat Show, sustaining.
April 3 (8:30-9 p.m.) Masquerade
Party, Assoc. Products. Inc. through
Grey Adv.
April 3 (9-10 p.m.) Kraft Television
Theatre. Kraft Foods Co. through J.
Walter Thompson Co.
April 4(10-11 p.m. ) Lux Video Thea-
tre, Lever Bros, through J. Walter
Thompson Co.
AprilS (10:45-11 p.m.) Red Barber's
Corner. State Farm Insurance Co.
through Needham. Louis & Brorby.
April 6 (8-9 p.m.) Perry Como Show.
participating sponsors and agencies.
April 7 (4-5 p.m.) Washington
Square, with Ray Bolger. Helene Cur-
tis through Earle Ludgin and Gordon
Best agencies.
April 8 (8-8:30 p.m.) Adventures of
Sir Lancelot. Whitehall Pharmacol
through Ted Bates & Co. and Lever
Bros, through Sullivan. Stauffer. Col-
well & Bayles.
April 8 (9:30-10:30 p.m.) Robert
Montgomery Presents. S. C. Johnson
& Son through Needham. Louis &
Brorbv and Mennen Co. through Grey
Adv. '
April 10 (8:30-10 p.m.) Hallmark
Hall of Fame, Hall Bros. Cards
through Foote. Cone & Beldina.
Broadcasting • Telecasting
April I, 1957 • Page 33
ADVERTISERS & AGENCIES
FACTIONS HAVE SAY ON NCS FOR '56
• Nielsen radio survey questioned, criticized at RTES luncheon
• Participants in talks: Kibrick, Dorrell, Denenholz, Hoffman
• Rating service's flag still aloft at conclusion of discussion
FOUR speakers stepped up to the firing
line to hurl suggestions, questions and criti-
cisms as well as laurels at A. ,C. Nielsen
Co.'s coverage survey of 1956 (Nielsen Cov-
erage Survey No. 2) at an unusual forum
held Tuesday in New York.
After the massive and detailed display
was over, Nielsen's flag still flew aloft.
Under auspices of Radio & Television
Executives Society, the luncheon forum was
held particularly to discuss the radio por-
tion of the radio-tv coverage study.
It was apparent that everybody had got
his lick in — the agency, the station repre-
sentative, the Nielsen firm and the indi-
vidual station. The Radio NCS No. 2 has
caused some consternation and controversy,
since seemingly marked declines in indi-
vidual radio station audiences were noted
in comparing NCS No. 1 1952 with No. 2
[At Deadline, Dec. 17, 1956].
About a month later, Adam Young Inc.,
station representative firm, issued an analysis
of "limitations" of the NCS radio study as-
serting the alleged shortcomings ought to be
kept in mind by agencies and others making
use of it [B»T, Jan. 21].
Capsuled highlights of the RTES session:
• Agency (Robert Kibrick, media buyer,
Kenyon & Eckhardt) — Agencies have ac-
cepted and used NCS No. 2. Some buyers
are confused, however, by the "many NCS
measures available" and are getting help
from media research staffs but should know
more about how to use them. Stations should
acquaint themselves with NCS data, and
an industry group ought to work out stand-
ards, classify the many ways NCS measure-
ments can be used, suggest methods for up-
dating, and tackle the problem of how to
compute the total station audience reached.
• Nielsen (Vice President John K.
Churchill) — NCS is seen as "the industry's
substitute for a census of station listeners."
It's the raw material that comes before
other types of broadcast audience research
or media analysis. NCS supplies a "uniform
standard way" to determine county-by-coun-
ty location and overall size of audiences.
Some of the by-product findings are as im-
portant as the station information sought.
• Station Representative (Daniel Denen-
holz, director of research-promotion, The
Katz Agency, on formulas based on NCS;
Ward Dorrell, vice president and director of
research, John Blair & Co., on "tremendous
differences" in the survey) — They argued
against the use of NCS reports as the base
against which ratings are projected and the
figure of homes research for cost-per-thou-
sand calculations (Denenholz) and sharply
questioned wide "discrepancies" between
NCS No. 2 and the first such survey of
1952, particularly in radio coverage patterns
(Dorrell).
© Individual Station (Robert M. Hoff-
man, director of promotion and planning,
WOR New York)— WOR, while it has "no
axe to grind" on the station's position in
NCS for "as far as I know every coverage
measurement credits WOR Radio with the
largest station audience in America," feels
that the current NCS study "shortchanged"
its coverage and failed to measure the entire
station audience.
Speaking in defense of the survey, Mr.
Churchill met Mr. Kibrick's suggestion for
teams to work up standards on use of NCS
with the comment that A. C. Nielsen Co.
would be willing to work with the industry
groups designated but warned this would
take money and time.
On clustering of counties — an objection
voiced by Mr. Kibrick — Mr. Churchill ex-
plained NCS did this to "save money and not
waste effort" on areas deemed relatively
unimportant.
In commenting on Mr. Denenholz' em-
phasis on the method of projecting a rating
survey, Mr. Churchill cautioned that in us-
ing the Station Representative's Assn., or
other such formulas, "the burden of proof
is on yourself."
To a charge by Mr. Dorrell that a radio
station's coverage had dropped "illogically"
according to the second Nielsen survey of
1956 compared to the first completed four
years previously, Mr. Churchill reminded
that A. C. Nielsen Co. had cautioned against
making "headlong comparisons."
Mr. Churchill also traded views with Mr.
Dorrell on method used by NCS, such as
how out-of-home measurement was ob-
tained, the proportion of personal interview-
ing to mail balloting, size of sample, ques-
tionnaires, etc.
Meeting criticism by Mr. Hoffman,
Mr. Churchill took issue with the WOR new
radio study (see story, page 130), noting that
he would "challenge the validity of aided
recall" (WOR is using Pulse for its study
cited), and added that Nielsen in its cov-
erage survey tries to provide "all the ac-
curacy it can" but not the "type of accuracy
as stated by Mr. Hoffman."
Mr. Kibrick warned that while the media
buyer's mail box is full of promotion pieces,
"the stations have not helped the buyers
enough in their use of the NCS data" and
that "in some agency quarters the material
is not being used adequately because no one
has told them how to use it." While he found
that agencies "credit NCS with many
strengths and advantages for their buyers
and analysts," Mr. Kibrick pointed to "weak
points," particularly "the manner in which
counties are clustered and the difficulty in
PRINCIPALS in the debate on Neilsen Coverage Survey No. 2 which took place in
New York last week at a luncheon forum sponsored by Radio & Television Execu-
tives Society are (I to r) Robert M. Hoffman, director of promotion and planning,
WOR New York; Daniel Denenholz, research-promotion director. The Katz Agency;
Ward Dorrell, vice president and director of research, John Blair & Co.; Robert
Kibrick, Kenyon & Eckhardt, and John K. Churchill of A. C. Neilsen Co.
Page 34 • April 1, 1957
Broadcasting • Telecasting
* See media criteria in text.
SOURCES:
Broadcasting — Nielsen for program audiences and costs; American Research Bureau for pro-
gram audience composition; Spot-ratings based upon fall 1956 ARB reports in 50 markets; cost
from Standard Rate & Data Service, 104-time rate.
Print — Audiences from a variety of sources; Individual media; Bureau of Advertising: ANPA
Daniel Starch & Assoc., etc.
SINGLE DENOMINATOR ON ALL MEDIA
BROADCAST media deliver an advertis-
ing impression at a cost far below news-
papers, newspaper supplements and mag-
azines, judging by a media efficiency study
just completed by Leo Burnett Co., major
advertising agency.
The study covers the calendar year
1956. According to Leonard S. Matthews,
vice president in charge of the Burnett
media department, the figures rule out
reliance "on concepts of the past which
no longer apply in today's moving media
market."
Frankly, the figures involve '"apple and
orange" comparisons, Mr. Matthews ex-
plained, but they eliminate a lot of guess-
work in selecting advertising media.
These criteria form the basis of com-
parisons:
BROADCASTING— One person
viewing or listening to a one-minute
commercial as measured by Nielsen
average audience ratings.
PRINT — One person noting the
average four-color full-page food ad
in magazines; the average black-and-
white food ad in daily newspapers,
as measured by Daniel Starch &
Assoc.
Radio cost-per-thousand-people expos-
ures show the lowest figure, 95 cents. Tv
ranges from $1.05 to $1.55. Magazines
run all the way from $3.67 to $6.48.
Newspaper supplements span a similar
range, $3.71 to $6.04. Newspapers start
at $6.59 and run to $13.10.
"These figures represent only one way
to look at a comparison of major media
and do not take into consideration the
many intangible factors which also must
be considered in selecting media to carry
a specific advertising theme," Mr.
Matthews said. "This is merely one com-
parison based upon a specific period of
Nielsen and Starch ratines. The absolute
figures are not important — the general
relationships are."
Major arguments arise in the area of
relative "quality" or "impact" of adver-
tising in the media and the "equivalence
of noting" of print advertising vs. tuning
to a program, he said. "Despite the cost
efficiency handicap under which print
must operate." he continued, "it still can
do several jobs better than broadcast me-
dia." Finally, he emphasized the Burnett
study "has eliminated much of the guess-
work in picking media."
RELATIVE MEDIA COST EFFICIENCY STUDY
Medium
Television
Average evening Vi hour program
Average Va day hour program
Daytime spots (60 seconds)
Nighttime spots (20 or 60 seconds)
Radio
Average day quarter hour program
Magazines
General weeklies
Women's service & home service
Newspaper Supplements
Newspapers
Unit
1-min. commercial
1-min. commercial
1-min. commercial
1 commercial
(varying length)
1-min. commercial
Page, 4-color
Page, black & white
Page, 4-color
Page, black & white
Page, 4-color
Page, black & white
Page, ROP black & white
1,000-line ROP black & white
Page, ROP 4-color
Cost Per/M
People Exposures
1956
1.42
1.05
1.31
1.55
.95
3.67
4.87
3.76
6.48
3.71
6.04
10.79
6.59
13.10
up-dating the findings — television especial-
ly."
He pointed out also that K&E has no
"rigid rules" on how to use NCS "but in
planning and reviewing our media programs
| we have very definite principles that guide
us and within which our imperfect meas-
uring devices must serve."
Of the SRA formula, Mr. Kibrick said
"We use it, as do many agencies, simply be-
cause it is the best make-shift device devel-
oped so far. It is easy to use. Its results are
, not significantly different from other meth-
ods we know about," he observed. "We feel
in the absence of total station area rating
reports, additional information is needed
before we can erase the shadow lingering
around the formula. We need to know not
only how -station circulation varies county
j by county, but how listening intensity varies
by county. If we get this, and I'd like to
know whether Nielsen can supply it, there
mieht be an additional basis for using the
SRA formula as it is, or perhaps some mod-
ification of it."
General "quality and acceptability" of the
NCS "appear to be established," Mr. Ki-
brick reported, and there is a general feel-
ing among agencies that despite the error
in the NCS — that "must exist in this as in
other sample surveys" — the degree of error
"is probably not intolerable" because of the
help and benchmarks furnished by the
buyers.
(The SRA formula — in simplified terms
— divides a station's home-county NCS per-
centage into its total-area NCS, and the
local rating of a program is then projected
against the result to get its total-area rating.)
The only "valid" projection that can be
made to arrive at a figure of homes reached,
Mr. Denenholz pointed out, is to multiply
the rating by the number of radio (or tv)
homes in the rating area. But once the at-
tempt is made to project the audience be-
yond the rating area, "you are in trouble."
Mr. Denenholz then proceeded to outline
various formulas using NCS data to define
an area for a station.
In a like manner, Mr. Denenholz combed
through still other projection formulas ex-
plaining where he saw weaknesses in them,
concluding that the "least bad method" was
the "adjusting rating" method, i. e., adjust
; the rating that is a percent of all radio
homes in the home county to a percent of
the NCS circulation in the home county and
then apply this adjusted percent to the total
, NCS circulation.
His verdict: "We deplore the practice of
projecting home county ratings to a cover-
age area. But we must resign ourselves to
the realities — that it is being done and will
continue to be done, like it or not, until we
have rating surveys with a big enough sam-
ple that use the station's full coverage area
as the rating area."
Mr. Dorrell noted that while there is
'mutuality" between buyer and seller of
broadcast time in the expectation of ratings
or coverage, or any type measurement de-
signed to provide information, this mu-
tuality exists only in planning stages. Once
: the measurement is made known many sta-
tion men are not going to agree with the
so-called objective worth of their product."
While the need for a method of measure-
ment to permit the buyer "properly" to
allocate his money among "competitors for
the advertising dollar" is readily recognized,
it "would be wishful thinking to hope that
any one measurement would be enthusiastic-
ally accepted by each of the competitors and
by the buyer."
Mr. Dorrell then drew the analogy of the
totem pole — the broadcaster sitting on top
thinks the method is perfect, but the low
man thinks otherwise.
"Illogical" parts of the first Nielsen cov-
erage survey of 1952-53 he said, were ig-
nored with broadcasters soon learning to
accept and live with those measurements
deemed logical, and, he said, "it was an-
ticipated by those who were the least bit
realistic that some change in the size of the
audience would be shown, [in the second
survey] but I don't believe the most pessi-
mistic radio broadcaster anticipated the
tremendous differences between NCS No.
1 and No. 2."
WOR's Robert Hoffman attacked the
questionnaire used by A. C. Nielsen in its
coverage survey, noting that it "uninten-
tionally has a psychological bias in favor
of television despite efforts by the Nielsen
Co. to have people reDort first on radio
listening and then on their television watch-
ing."
He also was critical of what he called the
Broadcasting • Telecasting
April 1, 1957 • Page 3
ADVERTISERS & AGENCIES
"open-end" question that he described as
being based solely on unaided recall, e.g.,
"what tv stations have you or members of
your family tuned to in the past month or
so?"
Faced with such a question, Mr. Hoffman
asserted, people tend to think first of stations
they listen to most, and often forget to list
others. "This is especially significant in the
case of a coverage survey, whose primary
purpose is to measure the station's coverage
beyond the local rating area." Summing up,
Mr. Hoffman declared his "prime reser-
vations" on the "reliability" of NCS No. 2
were on the "way the information was ob-
tained". Major portion of the information
came from a mail questionnaire; both tv and
radio were measured together, and an "open-
end" question was used to obtain specific
audience figures. He asserted that each fac-
tor works "in the direction of underestimat-
ing the size of the radio audience."
Mr. Hoffman concluded with this charge:
"If you want to add even more confusion
to the audience measurement picture, I sug-
gest that you try to explain the differences
existing in many areas between a station's
standing in the NCS as compared with the
NSI (the Nielsen ratings) in a station's home
market.
540 Take New Nielsen Study
A. C. NIELSEN CO. reported it has a
total of 540 subscribers to its Nielsen Cover-
age Service Study No. 2, including six
agency and 18 station clients added since
Feb. 1. New agency clients are Applegate
Adv. Agency, Calkins & Holden, Campbell-
Mithun, C. J. LaRoche, Arthur Meyerhoff
and Tucker Wayne & Co.
New stations subscribers are KCNO Gar-
den City, Kans.; KNEB Scottsbluff, Neb.;
KSTP St. Paul-Minneapolis; KUGN Eu-
gene, Ore.; KVET Austin, Tex.; KWOS Jef-
ferson City, Mo.; WCBI Columbus, Miss.;
WCCO Minneapolis; WCEC Rocky Mount,
N. C; WCKB Dunn, N. C; WMMN Fair-
mont, W. Va.; WNHC-TV New Haven,
Conn.; WOAI San Antonio, Tex.; WTMJ
Milwaukee; WTTM Trenton, N. J.; KCEN-
TV Temple, Tex.; KVWO Cheyenne, Wyo.,
and WKIS (FM) Orlando, Fla.
Victor Ratner Joins B&B
VICTOR RATNER, vice president of Mc-
Cann-Erickson, New York, for the past
four years, joins
Benton & Bowles,
same city, effective
today (Monday),
as a vice president,
it was announced
last week by Rob-
ert E. Lusk, presi-
dent of B&B. Mr.
Ratner, who has
worked on new
business presenta-
tions at McCann-
Erickson, will be
doing similar work for B&B. Before joining
McCann-Erickson, Mr. Ratner was director
of advertising for Macy's Department Store
and prior to that was vice president and
head of sales promotion at CBS.
MR. RATNER
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,378,000 people in the U. S. over 12 years of age during the
week, March 17-23. This is how they spent their time:*
70.7% (86,521,000) spent 1,853.6 million hours watching television
56.1% (68,654,000) spent 969.8 million hours listening to radio
82.1% ( 100,472,000) spent 401.7 million hours reading newspapers
29.2% (35,734,000) spent 164.3 million hours reading magazines
24.1% (29,493,000) spent 276.5 million hours watching movies on tv
26.7% (32,639,000) spent 138.2 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random sample of 7,000
interviews (1,000 each day). Sindlinger's monthly "Activity" report, from which these
weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous
other categories, and shows the duplicated and unduplicated audience between each
specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Schwerin Gives Remedy
For Some Commercials
ANOTHER researcher has joined the ranks
of those who feel tv commercials may be
missing the mark.
As if to amplify last months remarks by
Dr. Ernest Dichter of the Institution for
Motivational Research [B«T, March 25],
Horace S. Schwerin, president of Schwerin
Research Corp., charges "over a quarter of
a billion dollars of advertising money is be-
ing wasted annually through ineffective
commercials."
His reason — as outlined to the New Or-
leans Advertising Club — is that "not enough
research is aimed at (the goal) ... of
unfettering rather than hampering the crea-
tive man."
In testing some 6,000 tv commercials, one
of the things the Schwerin organization has
discovered is the need for "better identity."
Effectiveness of a commercial, noted the
Schwerin Research Corp., is dependent on
whether "viewers feel favorably involved with
the characters, settings and events . . ."
The research group goes on to give ex-
amples: While commercials featuring a boy
will be more effective among boys (and one
featuring girls will be more effective among
girls), boys will reject the commercials that
feature a "mama's boy" running home to his
mother for comforting after being hurt at
play. Husbands will likewise reject com-
mercials that stress "added leisure" for their
wives. Older women will reject beauty-aid
commercials delivered by young models, etc.
"Identification," declares Schwerin, "is a
two-edged tool. To avoid getting wounded
with the wrong end of it, asking three ques-
tions about planned commercials should
prove worthwhile:
"Is someone or something featured in the
commercial with which the viewer you want
to reach can identify?"
"Is there some dangerously negative possi-
bility about that someone or something?"
"If the commercial's approach does not de-
pend on identification, is there some alter-
native clearly-thought-out approach (con-
vincing demonstration, persuasive mood)
that will motivate the viewer to choose the
product?"
By asking such questions beforehand,
Schwerin points out, agencies can take
"indentification" out of the "just-theory"
state and make it "pay handsome dividends."
Harry Witt Appointed
HARRY W. WITT, vice president, Calkins
& Holden's Los Angeles office, has joined
Reach, McClinton & Co. as head of agen-
cy's west coast operations. H. L. (Hay) Mc-
Clinton, formerly was president of Calkins
& Holden from which he resigned to be-
come president of Reach, McClinton [At
Deadline, March 18]. Reach, McClinton
has been appointed, effective May 15, as
agency for Prudential Insurance Co. of
America, Newark, N. J., a $6 million ac-
count, after the resignation of Calkins &
Holden [B»T, March 25].
Owen Joins Donahue & Co.
LEWIS F. OWEN, associate creative di-
rector, McCann-Erickson, New York, will
join Donahue &
Coe. same city, on
jjj or about April 22
JHfc ! as vice president
sB and associate crea-
• ▼ " tive director. With
-% McCann-Erickson
for 18 years, Mr.
Owen resigned last
week.
During his ten-
ure with the
agency, Mr. Owen
MR. OWEN served for three
years as tv group head and later as tv ad-
visor to M-E's international division. He
has also headed M-E's sales promotion de-
partment.
Page 36
April 1, 1957
Broadcasting
Telecasting
Central Iowa
Loves WHO-TV!
NCS No. 2 CIRCULATION
DAYTIME HOMES
NIGHTTIME HOMES
WEEKLY
DAILY
WEEKLY
DAILY
WHO-TV
Station B
Station C
181,490
175,650
176,340
121,620
123,430
104,930
21 1,500
204,280
218,690
166,460
163,920
148,320
It gives us a lot of satisfaction that the new Nielsen
N.C.S. No. 2 runs very parallel to the audience coverage
shown by the 1955 Iowa Television Audience Survey.
N.C.S. No. 2 now proves again that, day in and
night out, WHO-TV gets into more Central Iowa homes
than any other television station in the region!
You who have known the WHO Radio operation, over
the years, will understand the Central Iowa audience
preference for WHO-TV. Decades of highest integrity,
public service, confidence and believ ability all add
up to a QUALITY audience and QUALITY RESULTS.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio, Des Moines
WOC-TV, Davenport
WHO-TN
WHO-™
WHO-"H
WHO-TA
WHO-T\
WHO-™
WHO-T)
WHO-T>
WHO-T>
WHO-T)
WHO-T)
WHO-T)
WHO-T)
[WHO-P
WHO-r
WHO-P
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
[WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
WHO-™
|WHO-™
WHO-™
WHO-™
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.
National Representatives
Affiliote
Broadcasting • Telecasting
April 1, 1957 • Page 37
fourth in a scries of 12 ads
ENERGETIC • INGENIOUS
. . . and twelve months
out of every year
stations under the sign of MEEKER
benefit by:
INGENIOUS investigation
into each sales problem, looking
beyond the obvious facts to develop
profitable answers.
ENERGETIC endorsement of
all industry organizations
to promote the cause
of Broadcasting and Spot Sales.
We are charter members of
RABJVB, SRA
and members of NARTB.
personalized
selling
of a
limited list
the meeker company, inc.
radio and television station representatives
newyork Chicago san francisco los angeles Philadelphia
Page 38 • April 1, 1957
Broadcasting • Telecasting
ADVERTISERS & AGENCIES
LATEST RATINGS
NIELSEN TV
Two Weeks Ending Feb. 23 1957
NIELSEN TOTAL AUDIENCE (t)
NUMBER OF TV HOMES REACHED (000)
Rank
1. Ed Sullivan
2. GE Theatre
3. Disneyland
4. Perry Coino
5. Alfred Hitchcock
6. / Love Lucy
1. Steve Allen
8. December Bride
9. $64,000 Question
10. Dragnet
NIELSEN AVERAGE AUDIENCE
Rank
1. GE Theatre
2. I Love Lucy
3. Alfred Hitchcock
4. $64,000 Question
5. December Bride
6. Dragnet
7. Ed Sullivan
8. Ford Show
9. Perry Como
10. Disneyland
Rating
17,213
17,017
16,034
15,759
15,445
15,327
15,091
14,816
14,777
14,502
(t)
Rating
15,759
14,738
14,462
13,873
13,676
13,519
13,362
13,166
13,087
12,969
PERCENT OF TV HOMES REACHED *
1. Ed Sullivan
2. GE Theatre
3. Disneyland
4. Alfred Hitchcock
5. Perry Como
6. / Love Lucy
7. Steve Allen
8. December Bride
9. $64,000 Question
10. Dragnet
1. GE Theatre
2. Alfred Hitchcock
3. / Love Lucy
45.2
45.0
42.0
42.0
41.7
40.0
39.7
38.8
38.5
37.8
41.7
39.4
38.4
4.
$64,000 Question
36.2
6.
Jackie Gleason 168
9,801
5.
December Bride
35.8
7.
Playhouse 90 126
9,707
6.
Dragnet
35.3
8.
I've Got a Secret 183
9,391
7.
Ed Sullivan
35.1
9.
Producer's Showcase 127
9,360
8.
Perry Como
34.6
10.
Gunsmoke 154
9,191
9.
Ford Show
34.3
Copyright, Videodex Inc.
10.
Disneyland
34.0
(+) Homes reached by all or any part of the
program, except for homes viewing only 1 to
5 minutes.
{%) Homes reached during the average minute
of the program.
* Percented ratings are based on tv homes with-
in reach of station facilities used by each pro-
gram.
For a complete report to your readers, we sug-
gest that all four NTI rankings be used.
Copyright 1957 by A. C. Nielsen Company
VIDEODEX TOP TEN NETWORK PROGRAMS
February 1-7, 1957
#of
% Tv
Name of Program
Cities
Homes
1.
Ed Sullivan
171
37.4
2.
Perry Como
145
33.2
3.
I Love Lucy
157
32.8
4.
Dragnet
169
32.6
5.
$64,000 Question
175
32.2
6.
Playhouse 90
126
31.1
7.
Producer's
Showcase
127
30.8
8.
Studio One
102
30.2
9.
Jackie Gleason
168
29.8
10.
Alcoa Tv
Playhouse
117
29.6
Name of Program
1. Ed Sullivan
2. $64,000 Question
3. Dragnet
4. / Love Lucy
5. Perry Como
#of
Cities
171
175
169
157
145
#Tv
Homes
(000's)
12,381
10,800
10,631
10,607
10,580
TOP 20 WEEKLY SHOWS
Feb. '57 Jan. '57
1.
Ed Sullivan
43.0
45.1
2.
I Love Lucy
34.9
37!3
3.
Playhouse 90
33.7
29.1
4.
You Bet Your Life
33.6
31.3
5.
Perry Como
32.4
33.1
6.
$64,000 Question
32.4
32.0
7.
Climax
30.2
28.9
8.
Disneyland
29.1
30.2
9.
GE Theatre
28.9
31.8
10.
December Bride
28.3
1 1.
Alfred Hitchcock
28.2
31.3
12.
Jackie Gleason
28.1
27.8
13.
Godfrey's Scouts
27.7
30.1
14.
Phil Silvers
27.5
28.1
15.
Producer's Showcase
27.4
16.
Burns & Allen
27.3
28.1
17.
What's Mv Line
26.8
30.2
18.
$64,000 Challenge
26.2
27.2
19.
Jane Wyman
26.0
25.8
20.
Wyatt Earp
25.3
TOP 12 MULTI-WEEKLY
1.
Mickey Mouse Club
20.1
13.6
2.
Queen For A Dav
12.9
11.5
3.
NBC News
10.7
10.2
4.
Arthur Godfrey
10.2
9.8
5.
Art Linkletter
9.5
9.1
6.
Captain Kangaroo
9.4
9.1
7.
Garry Moore
9.0
8.3
8.
Love of Life
8.8
9.1
9.
CBS News
8.7
8.6
10.
Modern Romances
8.6
8.3
11.
Matinee Theatre
8.6
12.
Search For Tomorrow 8.6
9.1
background: The following programs,
in alphabetical order, appear in this
week's B»T tv ratings roundup. In-
formation is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Alcoa Tv Playhouse (NBC-102): Alcoa
(Fuller & Smith & Ross) alt. Sundays
9-10 p.m.
Steve Allen (NBC-129): U. S. Time (Peck),
Jergens (Orr), Brown & Williamson
(Bates), Polaroid (Doyle Dane Bern-
bach), Sun. 8-9 p.m.
Burns & Allen (CBS-145): Carnation Co.
(Erwin, Wasey), B. F. Goodrich (BBDO),
Mon. 8-8:30 p.m.
Caesar's Hour (NBC-141): Knomark (Mo-
gul), Bab-O (D-F-S), Wesson Oil
(D-F-S), Carter (SSC&B) Sat., 9-10 p.m.
Captain Kangaroo (CBS-various): Partici-
pating sponsors and agencies, Mon.-Fri.
8-9 a.m.
CBS News (CBS-100): American Home
Products (Bates), Mon.-Thurs. 7:15-
7:30 p.m.
$64,000 Challenge (CBS-111): P. Lorillard
(Y&R), Revlon (BBDO), Sun. 10-10:30
p.m.
Climax (CBS-153): Chrysler (M-E), Thurs.
8:30-9:30 p.m^
Perry Como (NBC-121): Gold Seal (Camp-
bell-Mithum), Kimberly-Clark (FC&B),
Noxema (SSC&B) Sunbeam (Perrin-
Paus), RCA (K&E), S&H Green Stamps
(SSC&B), Sat. 8-9 p.m.
December Bride (CBS-183): General Foods
(B&B), Mon 9:30-10 p.m.
Disneyland (ABC-176): American Motors
(Geyer - BSF&D), American Dairy
(Campbell-Mitchum), Derby Foods (M-
E), Wed. 7:30-8:30 p.m.
Dragnet (NBC-168) : Liggett & Myers
(M-E), Schick (Warwick & Legler),
Thurs. 8:30-9 p.m.
Ford Show (NBC-172) : Ford (J. Walter
Thompson) Thurs. 9:39-10 p.m.
GE Theatre (CBS-148): General Electric'
(BBDO), Sun. 9-9:30 p.m.
Jackie Gleason (CBS-170) : P. Lorillard
(Lennen & Newell), Bulova (M-E) Sat.
8-9 p.m.
Arthur Godfrey (CBS-99): Participating
sponsors and agencies, Mon.-Thurs., 10-
11:30 a.m.
Godfrey's Scouts (CBS-163): Lipton (Y&R),
Toni (North), Mon. 8:30-9 p.m.
Alfred Hitchcock (CBS-110): Bristol-Myers
(Y&R), Sun. 9:30-10 p.m.
I Love Lucy (CBS-160): General Foods
(Y&R), Procter & Gamble (Grey), Ford
(J. Walter Thompson), Fri. 10-10:30 p.m.
I've Got a Secret (CBS-189) : R. J. Reynolds
Tobacco Co. for Winston cigarettes (Wm.
Esty Co. Inc.) Wed. 9:30-10 p.m.
Art Linkletter (CBS-114) : Participating
sponsors and agencies, Mon.-Fri. 2:30-
3 p.m.
Love of Life (CBS-153): American Home
Products (Bates), Mon.-Fri. 12:15-12:30
p.m.
Matinee Theatre (NBC-56) : Participating
sponsors and agencies, Mon.-Fri. 3-4 p.m.
Mickey Mouse Club (ABC-94) : Partici-
pating sponsors and agencies, Mon.-Fri.
5-6 p.m.
Modern Romances (NBC-137) : Sweets
(Eisen), Alberto Culver (Wade), Sterling
Drug (D-F-S), Kraft (Thompson), Mon.-
Fri. 4:45-5 p.m.
Garry Moore (CBS-116) Participating spon-
sors and agencies, Mon.-Thurs. 10-10:30
a.m., Fri. 10-11:30 a.m.
NBC News (NBC-116): Participating spon-
sors and agencies, Mon.-Fri. 7:45-8 p.m.
Playhouse 90 (CBS-188): Philip Morris
(Burnett), American Gas Assn. (Len-
nen & Newell), Ronson (Norman, Craig
& Kummel). Bristol-Myers (BBDO)
Singer Sewing (Y&R), Thurs. 9:30-11
p.m.
Producers' Showcase (NBC- 105) RCA-RCA
Whirlpool (K&E), John Hancock (M-E),
Monday 8-9:30 p.m.
Queen for a Day (NBC-132) : Participating
sponsors and agencies, Mon.-Fri. 4:30-
5 p.m.
$64,000 Question (CBS-148): Revlon
(BBDO), Tues. 10-10:30 p.m.
Search for Tomorrow (CBS-125) : Procter
6 Gamble (Burnett), 4-4:15 p.m.
Phil Silvers (CBS-165): R. J. Reynolds
(Esty), Amana Refrigeration (Maury,
Lee & Marshall), Tues. 8-8:30 p.m.
Strike It Rich (CBS-130) : Colgate-Palm-
olive (Esty), Mon.-Fri. ll:30-noon.
Studio One (CBS-99): Westinghouse Elec-
tric Corp. (M-E), Mon. 10-11 p.m.
Ed Sullivan (CBS-165): Lincoln-Mercury
(K&E), Sun. 8-9 p.m.
Wednesday Night Fights (ABC-176) : Men-
nen Co. (M-E), Wed. 10-11 p.m.
What's My Line (CBS-87): Jules Montenier
(Ludgin), Remington Rand (Y&R), Sun
10:30-11 p.m.
Jane Wyman (NBC-132): Procter & Gam-
ble (Compton), Tues. 9-9:30 p.m.
You Bet Your Life (NBC-155) : DeSoto
(BBDO), Thurs. 8-8:30 p.m.
Your Hit Parade (NBC-176) : American
Tobacco (BBDO), Warner-Lambert
(K&E), Sat. 10:30-11 p.m.
Broadcasting • Telecasting
April 1, 1957 • Page 39
HOW THEY'LL COVER THE MAJORS
MAJOR and minor league baseball coverage by radio and tv
stations and networks, augmented by heavy schedules of pre-
game and post-game features as well as adjacencies, will exceed
$65 million during the 1957 season, judging by a B«T roundup.
Tv coverage of games continues to increase, though the Mil-
waukee Braves and Kansas City Athletics still refuse to permit
camera coverage.
An important trend this season appears in the increased
number of games to be telecast on national and regional net-
works. Both CBS-TV and NBC-TV have Saturday games and
Sports Programs Inc., New York, is lining up a Sunday tv
schedule.
Agencies and advertisers were still negotiating for coverage
rights to portions of some games, with split sponsorship in-
creasing each year. (The major league season opens April 15.)
Radio coverage of training camp activities and games is being
carried on an unprecedented basis.
As usual the beer and tobacco sponsors are prominent in the
list of advertisers. Oil companies again are active. Busch beer,
companion beer of Budweiser (Anheuser-Busch), is a heavy
buyer of baseball this year. Last year Busch was active in radio
and tv sports, probably ranking next to Falstaff among brewery
time buyers. Other sponsors include food producers, soft drinks,
restaurants, and auto dealers and accessories.
Mutual will continue with its Game of the Day broadcasts
for the eighth straight year, covering day games on a seven day
per week basis. In the event a major league game is not avail-
able, the program will cover an outstanding minor league game.
The broadcasts will be sponsored on Saturday by Quaker State
Oil Refining Corp. (Kenyon & Eckhardt) in 367 markets and
on other days will be sold on a local co-op basis.
CBS-TV will begin the third year of its Game of the Week
telecasts on Saturday afternoons, with sponsorship in 170
markets by Falstaff Brewing (Dancer-Fitzgerald-Sample), Ameri-
can Safety Razor Co. (McCann-Erickson) and Marlboro cig-
arettes (Leo Burnett). The telecasts will originate in 10 National
and American League parks and will cover 26 games.
NBC-TV for the first year also will carry a 26-week schedule
of American and National League games on Saturday afternoons
in 130 markets, with one-quarter sponsorship by R. J. Reynolds
Tobacco Co. (Wm. Esty Co.). In the event that no additional
national sponsor is obtained, NBC-TV will offer the remainder
of the schedule on a local co-op basis. The games will feature
1 3 major league clubs.
GIANTS
WMCA New York will carry
a total of 170 games this sea-
son. This includes eight exhibition games
between March 9 and April 7. Sponsor,
Jacob Ruppert Brewery (Ruppert, Knicker-
bocker, Ruppiner beers), New York, through
Warwick & Legler Inc., New York, also will
feed audio to some eight or nine northeast
stations.
WPIX (TV) New York, which will
carry a total of 154 games (Giants and
Yankees on alternating basis), has scheduled
its season April 16 to Sept. 29, but will
carry exhibition games beforehand. Of the
154, 16 will be doubleheaders and 37 night
games. Ruppert will sponsor the Giants
games, and will also sponsor video feed on
two as-yet-undesignated stations in New
England.
YANKEES
WINS New York will air all
193 games, including 35 ex-
hibition games, March 9-April 15, and 154
regular games in the season beginning April
16. Games are sponsored by P. Ballantine &
Son (beer) and R. J. Reynolds Tobacco Co.,
both through William Esty Co., New York.
Games will be fed to 30 stations in upstate
New York, New England, New Jersey and
Pennsylvania.
WPIX (TV) New York, in its dual cover-
age of Yankee and Giants games, will air
Yankee home games, also under Ballantine-
Reynolds sponsorship. Its scheduling for the
Yankees began March 23 when it picked up
the first of two exhibition games from
Miami between the Yanks and the Dodgers,
and will also include a repeat exhibition
game from New York April 14.
DODGERS
Radio sponsorship of the com-
plete 152-game schedule on
WMGM New York, will be by the F & M
Shaefer Brewing Co., Brooklyn, N. Y., and
American Tobacco Co., New York (both
through BBDO, New York). All games will
be fed to a 19-station hookup in upstate
New York, Connecticut, Massachusetts and
Pennsylvania. The same sponsors will pre-
sent 77 home and 25 road games on WOR-
TV New York with 58 of the telecasts in
the evening.
PIRATES
The complete schedule will be
broadcast on KDKA Pittsburgh
by Pittsburgh Brewing Co., through
Ketchum, McLeod & Grove, Pittsburgh, and
Atlantic Refining Co., Philadelphia (N. W.
Ayer & Son. Philadelphia), and will be re-
layed to 10 stations in Pennsylvania, West
Virginia and Maryland. The same adver-
tisers will sponsor 24 games of the Pirates'
schedule on weekends over KDKA-TV Pitts-
burgh, said to mark the first time that Pitts-
burgh games have been telecast on a regu-
lar basis. Feeds will go to WSTV-TV Steu-
benville and WJAC-TV Johnstown.
PHILLIES
WIP Philadelphia will carry the
full schedule, with Atlantic Re-
fining (Ayer), Ballantine Beer (Wm. Esty
Co.) and Tasty Baking Co. (Ayer) and
AGENCY APPOINTMENTS
Procter & Gamble Co. appoints Grey Adv.,
N. Y., to handle Pin-It home permanent,
switching account from Benton & Bowles.
Grey also handles P & G's Lilt and Party
Curl home permanents. B & B will continue
to handle Ivory Snow, Tide, Crest and
Prell among other products.
RCA Victor Distributing Corp. (Chicago
branch) appoints Kenyon & Eckhardt Inc.
Best Foods Inc., N. Y., appoints Guild,
Bascom & Bonfigli, same city, for its Nucoa
margarine, effective in mid April, switch-
ing account from Dancer-Fitzgerald-Sample,
N. Y.
Fla. Land & Homes Bureau, Daytona Beach
and N. Y., seller-developer of Fla. real
estate, appoints Hoffman-Manning Inc. N. Y.
Page 40 • April 1, 1957
Doyle Packing Co. of New Jersey (Strong-
heart dog food). Long Branch, N. L, ap-
points Geyer Adv., N. Y., to service its ac-
count along the eastern seaboard and west
(o Buffalo and Pittsburgh, succeeding Roy
S. Durstine Inc., N. Y.
A&A SHORTS
Leo Burnett Co., Chicago, announces it will
pay $647,000 from its 1956 earnings into
company's employes profit sharing trust.
Payment was described as largest in 14-year
history of trust, which comprises 437 of
agency's 690 employes.
Hixson & Jorgensen Inc., L. A., opening
new office in Grosvenor Bldg., 500 Wall
St., Seattle, for purpose of serving Rich-
field Oil Corp.'s tv program. Success Story.
Edward Arndt, producer of show, named
manager of new office and Bob Denby ap-
pointed to handle publicity-promotion.
Elaine Younglove named office secretary.
A&A PEOPLE
William T. Miller, president-general man-
ager of Colgate-Palmolive Co.'s Mexican
subsidiary, elected vice president in charge
of company's newly-created household prod-
ucts division.
Joseph I. George, marketing director, Wil-
son, Haight, Welch & Grover Inc., Hartford.
Conn., elected vice president.
Joseph H. Caro, vice president of The
Buchen Co., Chicago, elected senior vice
president.
Jack W. Edwards, Grant Adv. Inc., S. F..
Broadcasting
Telecasting
Bayuk Cigars (Feigenbaum & Wermen,
Philadelphia) sharing sponsorship. A net-
work of 16 radio stations in Pennsylvania
and Delaware will carry the games on a
feed. A 75-game home-and-away schedule
has been arranged for television with the
*,ame sponsors as in radio. Carrying 25
games each will be WRCV-TV and WFIL-
TV Philadelphia and WPFH (TV) Wilming-
ton-Philadelphia. Thirty-nine games of the
tv schedule will be relayed to WGAL-TV
Lancaster and WILK-TV Wilkes-Barre.
RED SOX
Sponsorship of the Boston
team's complete schedule of
games will be divided by Atlantic Refining
(Ayer), Narragansett beer (Cunningham &
Walsh) and Liggett & Myers' Chesterfield
cigarettes (McCann-Erickson). The broad-
casts will be picked up by 50 stations of a
New England regional network. The radio
advertisers also will sponsor 51 games of
the schedule over WBZ-TV Boston, which
will be fed to WNBC-TV Hartford, WJAR-
TV Providence, WHYN-TV Holyoke, Mass.,
WCHS-TV Portland, Me., and WABI-TV
Bangor, Me.
SENATORS
Thirteen exhibition games and
all 154 regular season games
will be sponsored (under a three-year con-
tract), live on WWDC Washington, which
also will feed a 50-station radio network.
National Brewing Co. is sponsoring AVi in-
nings of each regular season game, and all
nine innings of pre-season games, and the
other half of regular schedule is to be sold
participating. On television, National also
is sponsoring 48 Senators games, 24 home
and 24 away, on WTTG (TV). Agency for
National is W. B. Doner Co., Baltimore.
ORIOLES
Gunther Brewing Co. will spon-
sor 58 games of the Orioles on
the three Baltimore tv stations (WMAR,
WBAL-TV, WAAM) using a rotating sched-
ule. A tv network will include Washington;
Salisbury, Md.; Harrisburg and York, Pa.
All 154 Orioles games will be carried by
Gunther on WBAL Baltimore, which will
feed a 36-station hookup. WBAL-TV will
handle pickup during first half of season,
WMAR during second half. WTOP Wash-
ington is carrying 119 Orioles games, half
of them under Gunther sponsorship, and
WTTG (TV) Washington will present 26
Oriole games at night or weekends — also
sponsored by Gunther. The beer company's
agency is Sullivan, Stauffer, Colwell &
Bayles.
WHITE SOX
All games will be carried on
WCFL Chicago with Gen-
eral Finance Co. buying half of every other
game on a 58-station network. Gordon Best
Co. is General agency. Other sponsors shar-
ing this schedule are Oklahoma Oil Co.,
through Maryland Adv. Agency; General
Cigar Co., through Young & Rubicam, and
Anheuser-Busch (Busch beer) through Gard-
ner Adv. Co. St. Louis. WGN-TV Chicago
will carry 55 home daytime games. Spon-
sors are Theodore Hamm Brewing Co.,
through Campbell-Mithum, Minneapolis,
and Oklahoma Oil Co.
CUBS
Four sponsors will broadcast radio
play-by-play on WIND Chicago,
covering the entire schedule. Sponsors are
Pabst Brewing Co., through Leo Burnett
Co.; Oklahoma Oil Co. and Perfect Power
(Standard Oil of N. J.); General Finance,
and Sidney Smith Enterprises (restaurants),
through W. B. Doner & Co. WIND will
feed a 30-station hookup. Pabst is sharing
some of the network schedule. WGN-TV
will telecast the 77-game home schedule.
Sponsors are Theodore Hamm and Okla-
homa Oil.
BRAVES
No telecasting is permitted.
WTMJ and WEMP Milwaukee
will share all home and road games under
sponsorship of Miller Brewing Co. and
Clark Oil & Refining Co., both placed by
Mathisson & Assoc. Miller is buying a 38-
station network, alternating innings with
Clark.
CARDINALS
Half of each game for the
entire schedule will be spon-
sored on KMOX St. Louis, by Anheuser-
Busch (Busch beer), with the other half for
local sale. KMOX will feed a 90-station
network in three states. KTVI (TV) will
telecast 65 road games starting in late April
after the station moves from ch. 36 to ch. 2.
Busch agreed to sponsor all tv coverage if
no co-sponsor is signed.
ATHLETICS
KMBC Kansas City will feed
a 47-station network. Jos.
Schlitz Brewing Co. is sponsor, placing
through Majestic Adv. Agency, Milwaukee.
Schlitz is paying the full bill in some
markets and part in others. No tv coverage
is allowed.
TIGERS
Radio-tv simulcasting will be
sponsored on WJBK-AM-TV De-
troit by Goebel Brewing Co., placing
through Campbell-Ewald Co., and Speed-
way Petroleum, placed by W. B. Doner.
Radio coverage goes to 25 stations. WJBK-
TV will key coverage of 45 home and road
games to WJIM-TV Lansing, WKZO-TV
Kalamazoo, WWTV (TV) Cadillac, WNEM-
TV Bay City, all Michigan, and WSPD-TV
Toledo.
INDIANS
Radio coverage of all games
will be sponsored on WERE
Cleveland by Carling Brewing Co., through
Lang, Fisher & Stashower, and Central Na-
tional Bank, through Fuller & Smith & Ross.
Carling will sponsor half of games on some
stations in a 45-station hookup. Fifty-four
home and road games will be telecast on
WEWS (TV) by Standard Oil Co. of Ohio,
through McCann-Erickson, and Carling.
REDLEGS
Burger Brewing Co., through
Midland Adv. Agency, is spon-
soring the complete radio schedule on
WKRC Cincinnati and feeding 45 stations.
WLWT (TV) will telecast 53 games under
sponsorship of Hudepohl Brewing Co.,
through Stockton, West & Burkhart, and
local Ford dealers through J. Walter Thomp-
son Co. WLWT will feed Crosley's WLWC
(TV) Columbus, and WLWD (TV) Dayton.
named vice president-manager of Grant's
Dallas office.
Philip Brooks and John Rockwell, account
executives, Doherty, Clifford, Steers & Shen-
field Inc., N. Y., elected vice presidents.
Shepard Spink, formerly vice president of
Crowell-Collier Publishing Co., to Ameri-
can Airlines, N. Y.. as vice president of
merchandising.
Guy A. Leriche, French auto rental execu-
tive, to Hertz System Inc., Chicago, as
vice president. He will direct European
division of Hertz.
Jack F. Kerr, account executive, Raymond
R. Morgan Co., Hollywood, to Hixson &
Jorgensen Inc., L. A., as vice president-
account supervisor.
Robert E. Gorman promoted from adver-
tising director to vice president in charge
of advertising for Allstate Insurance Co.
(subsidiary of Sears, Roebuck & Co.), Chi-
cago.
John P. Scholl and Van Cunningham, ac-
count executives, Doyle, Kitchen & Mc-
Cormick, N. Y., named vice presidents.
Edwin W. Buckalew, director of sales,
Wayne Steffner Prod. Inc., Hollywood,
named vice president in charge of sales.
Paul Doniger, vice president-media director,
Battistone, Bruce & Doniger Inc., N. Y.,
to Hoffman-Manning Inc., same city, as
account executive-media consultant.
Thomas Peterson, owner of Peterson Adv.
Agency, Fort Dodge, Iowa, to L. W. Ram-
sey Adv. Agency, Chicago and Davenport.
Iowa, as account executive specializing in
farm market. .
Donald Plouff, president of Fessel & Plouff.
Louisville, Ky., to Grey Adv., N. Y., as
account executive. Helen Marshall, publicity
information representative with TWA, also
has joined Grey as copywriter.
Montgomery N. McKinney, account super-
visor, Leo Burnett Co., to Doyle Dane Bern-
bach, L. A., in similar capacity.
Robert L. Edens, copy group supervisor.
Warwick & Legler, N. Y., named copy
chief.
Albert W. Reibling, general manager of ra-
dio-tv department. Kudrier Agency, N. Y.,
to Ted Bates & Co.; radio-tv department
as assistant business manager.
Broadcasting
Telecasting
April 1, 1957 • 'Page 41
PROGRAM SERVICES
TV FACES NEW BARGAINING WITH ASCAP
Last time it took 4V2 years and $1 00,000 expenses to reach agreement
BROADCASTERS will begin next week to
grapple with one of the thorniest problems
in the business — that of negotiating new
ASCAP music performance licenses for
television.
One entire morning during the NARTB
convention will be devoted to this specific
problem. Its significance is emphasized by
the fact that NARTB, while not itself spon-
soring the meeting, nevertheless rearranged
the convention schedule to accommodate it.
Moreover, the meeting will be opened to
non-members (at $5 each) as well as mem-
bers of NARTB [B»T, March 11].
Out of the meeting, slated Thursday morn-
ing, is expected to come the makings of
an all-industry copyright committee operat-
ing outside NARTB.
Main order of business for the session
is expected to be (1) a review of the prob-
lem, with emphasis on the disproportionate-
ly high payments which broadcasters make
to ASCAP as compared to those made by
other ASCAP licensees, and (2) an ap-
praisal of possible approaches which broad-
casters might take to get more favorable
rates in the forthcoming new tv licenses.
The current tv licenses expire Dec. 31
of this year. A clue to the magnitude of
the problem ahead is that negotiating the
present licenses took approximately four
and a half years during which the industry-
wide negotiating committee and its members
spent more than $100,000 for legal, research,
travel and other expenses. ASCAP and the
committee reached agreement early in 1954,
and networks and stations accepted the
contracts for four-year terms retroactive
to Jan. 1 of that year.
The ASCAP radio licenses, which became
effective Jan. 1, 1949, for a nine-year term,
expire Dec. 3 1 of next year.
Chief plaint of telecasters is sure to be
that the current ASCAP rates are far too
high. ASCAP, on the other hand, is ex-
pected to hold out for more, not less.
The rate for use of ASCAP music on
commercial tv programs, under the local
blanket contracts now in effect with stations,
is 2.05% of time sales, plus a sustaining
fee of the station's highest quarter-hour card
rate per month. For network business the
fee is slightly higher: 2.5% of time sales,
plus a sustaining fee of 1 10% of the highest
half-hour rate per month.
The current per-program tv licenses,
which a minority of broadcasters elected to
sign four years ago in preference to the
blanket contracts, call for a commercial
rate of 9% of net revenue from the sale
of time or announcements during which
ASCAP music is used, except that when
ASCAP music is used only as background
on films not made primarily for television
the rate is 4%. The per-program sustaining
rate is 3.5% of the card rate applicable
to each sustaining program carrying ASCAP
music, but the total annual sustaining fee
may not exceed 12 times the station's high-
est quarter-hour rate.
The blanket rates represent a reduction
of approximately 20% from those which
had been in effect before — a fact which
ASCAP may be expected to emphasize in
the forthcoming negotiations.
But to broadcasters the rates still seem
far out of line. For instance, these broad-
casters point out, by all odds the greatest
volume of ASCAP's revenues comes from
the broadcasting industry — in 1956 prob-
ably more than 80% or close to $20 million
of ASCAP's total income, which, also un-
officially, is around $24 million.
To emphasize his point that other licensees
"pay practically nothing" to ASCAP, com-
pared to the radio-tv payments, one broad-
caster noted that ASCAP cannot charge
motion picture exhibitors under outstanding
court rulings, and that a motion picture
producer will pay only a very small fee for
a film at the time he negotiates the so-called
ELECTION of writer members and pub-
lisher members to the board of American
Society of Composers, Authors & Publishers,
effective today (Monday), was confirmed
last week by ASCAP President Paul Cun-
ningham.
The writer members in the popular-pro-
duction field were Stanley Adams, L. Wolfe
Gilbert, Oscar Hammerstein II, Otto A.
Harbach, Alex C. Kramer, George W.
Meyer, Ned Washington, Jack Yellen and
Mr. Cunningham. Ned Washington replaces
the late Gene Buck in the popular-produc-
tion field of writer members of the board.
In the standard writer group, Deems Taylor,
sync rights with the publisher. But the
same film when carried on television re-
quires a substantial payment to ASCAP
by the telecaster.
Tv authorities also stress that television's
dependence on music is much less than
radio's. The current ASCAP tv rates are
approximately 10% below those for radio,
but in dollars tv's payments are rising stead-
ily. Unofficial estimates for last year indi-
cate that of the approximately $20 million
paid in by radio-tv, about half came from
tv and about half from radio. Acordingly,
these telecasters argue, the past trend toward
lower ASCAP rates for tv, vis-a-vis those
for radio, should be extended in the new
negotiations as they were in the last. Before
that, the tv rate had run 10% higher than
the rate for radio.
A major complicating factor in the
forthcoming negotiations is the three-year-
old suit, still pending, which was brought
by a group of songwriters — all of them
ASCAP members — seeking to dissolve
NARTB, divorce Broadcast Music Inc. from
its broadcasting ownership, and collect $150
million in damages [B«T, Nov. 16, 1953,
et seq].
Pre-trial examinations in that suit have
made it clear that the suing songwriters' [
major complaint is directed against broad-
casters' programming practices — in short,
that broadcasters discriminate against
ASCAP music in favor of BMI music, with
the result that ASCAP music doesn't get
the proper build-up and that therefore
ASCAP members aren't getting as much
money from their songs as they ought to
get.
Thus ASCAP, even though it disassociates
itself as an organization from the song-
writers' suit, presumably would find it em-
barrassing to enter the negotiations willing
to accept lower rates. This phase of the
problem is no less acute because of the fact
John Tasker Howard and Dr. Douglas
Moore were elected. Dr. Moore replaces
incumbent A. Walter Kramer.
The publisher directors elected in the
popular-production group were Louis Bern-
stein, Saul H. Bourne, Irving Caesar, Max
Dreyfus, John D. Marks, Jack Mills, Mau-
rice Scopp and Herman Starr. John D.
Marks, president of St. Nicholas Music Inc.,
replaces J. J. Robbins of Words & Music
Inc. The publisher directors elected in the
standard group were Frank H. Connor,
Gustave Schirmer and Adolph Vogel of
Elkan-Vogel Co. Mr. Vogel succeeds in-
cumbent Donald Gray of H. W. Gray Co.
that ASCAP's own president, Paul Cun-
ningham, is one of the 33 songwriter-plain-
tiffs.
And yet it is a fact that ASCAP and
the industry . negotiating committee agreed
upon the current contracts after, rather than
before, the songwriters' suit was filed. Broad-
casters see in this an indication that ASCAP
not only was satisfied with the new license
terms but was willing to risk criticism from
its litigating members, including the mem-
ber who later became president, Mr. Cun-
ningham. Indeed, some ASCAP authorities
at the time were quoted as saying the rates
were "advantageous."
Broadcasters point out that it also is a
fact that ASCAP could accept substantially
lowered rates and still, because of the size-
able increase in the number of stations and
in their time rates since 1954, net substan-
ASCAP Releases Names of New Board Members
Page 42 • April 1, 1957
Broadcasting • Telecasting
in BOSTON
ALL of the Top Ten
Syndicated Film Programs
are on
10 Oil! Of 10 ARB, January 1957
and
10 out of 10 PULSE, December 1956
// you're buying BOSTON
select the Lender. .
(I jj"3"
i
CHANNEL
J
/
Spinach rates high with the kids when Popeye's back
in town. So does Popeye himself. In 21 cities across
the country — all markets rated thus far by ARB —
Popeye cartoon programs earned a resounding
rating of 16.2 on a weekly average, regardless of
station, time-period or competition.
Here are the actual figures: WBZ-TV, Boston, 20.7;
WBEN-TV, Buffalo, 14.4; WBBM-TV, Chicago, 14.0;
WBNS-TV, Columbus, 13.9; KBTV, Denver, 23.3;
WDSM-TV, Duluth-Superior, 25.2; KTLA, Los Angeles,
12.0; WTVJ, Miami, 15.9; WPIX, New York, 14.9;
KPHO-TV, Phoenix, 16.6; WCSH-TV, Portland, Me., 15.2
WPRO-TV, Providence, 19.5; KCRA-TV, Sacramento,
10.7: KUTV, Salt Lake City, 14.2; KFSD-TV,
San Diego, 15.5; KRON-TV, San Francisco, 10.6;
WSBT-TV, South Bend, 14.9; KREM-TV, Spokane,
18.7; KTVX, Tulsa, 14.9; KFDX-TV, Wichita
Falls, 13.6; WFMJ-TV, Youngstown, 20.0.
So — never mind the spinach sales.
To snare audience and advertiser alike,
let Popeye make a muscle in your area.
For details, write or phone
CI.
Inc.
345 Madison Ave.
New York City, ■ MUrray Hill 6-2323
CHICAGO: 75 E. Wacker Dr., DEarborn 2-4040
DALLAS: 1511 Bryan St., Riverside 7-8553
LOS ANGELES : 9110 Sunset Blvd., CRestview 6-5886
GOVERNMENT
JUSTICE DEPT. SUES LOEWS INC.
FOR BLOCK-BOOKING TV FEATURES
• It's second court action in government's tv probe
• But main investigation still aimed at tv networks
PROGRAM SERVICES
tially more money than the society was
getting then.
The continued existence of the songwrit-
ers' suit also raises legal questions bearing
on the negotiations. ASCAP is an unincor-
porated society. Broadcasters note that if
ASCAP is not bound by the radio-tv con-
tracts— which would seem to be one im-
plication of the suit, since a stated objective
of the litigation is to get more money from
broadcasting — then obviously the contracts
are one-sided, binding only on the broad-
casters. In short, by this reasoning, the con-
tract establishes a "floor" but imposes no
"ceiling" on what members of ASCAP feel
broadcasters should pay.
The negotiations must also be considered
against the background of Congressional
probing of the years-old ASCAP-BMI fight.
ASCAP members reiterated their charges
of broadcaster discrimination against
ASCAP at great length in last fall's tv
hearings before the House Antitrust Sub-
committee. And only 10 days ago, counsel
for the House Small Business Subcom-
mittee No. 5 indicated that its proposed
investigation of ASCAP royalty distribution
and voting procedures would be broadened
to include a probe of. ASCAP complaints
against BMI [B»T, March 25].
Joseph L. Nellis, special counsel for
Subcommittee No. 5, which is headed by
Rep. James Roosevelt (D-Calif.), said the
group had about 60 complaints against
ASCAP, including charges by ASCAP mem-
bers that the society's royalty distribution
methods and voting formula are "unfair
and inequitable."
BMI Sooner or Later
Mr. Nellis said he hoped to confer with
ASCAP officials and complaining members
on May 1 1 and that sometime afterward
he would talk with BMI executives, before
a hearing is started. Any investigation in-
volving ASCAP, he said, involves BMI
"sooner or later."
In looking toward the forthcoming ne-
gotiations, some telecasters — especially those
who feel the continued existence of the song-
writers' suit implies that radio-tv contracts
do not really bind ASCAP — think the best
course would be to ask the courts to fix
a reasonable fee. This course is open under
a 1950 amendment to the consent decree
which ASCAP signed in the early 1940's,
when it agreed to reorganize along non-
monopolistic lines. Indeed, toward the end
of the last negotiations some 80 telecasters
initiated action to have the court determine
the rates, but dropped it when ASCAP ac-
cepted the terms offered by the all-industry
negotiating committee.
The availability of this court course also
offers one bright collateral assurance: Even
if ASCAP and the broadcasters become
hopelessly deadlocked in their own ne-
gotiations, there need be no repetition of
the early months of 1941 when radio sta-
tions, rather than accept ASCAP's terms,
operated without ASCAP tunes altogether.
Page 46 • April 1, 1957
THE SECOND antitrust suit to spring from
the Justice Dept.'s relentless investigation of
television was filed last week in New York.
This one charged Loew's Inc. with block-
booking MGM feature films to television
stations.
It followed by less than four months the
filing of a government suit against RCA-
NBC for allegedly coercing Westinghouse
into an exchange of Philadelphia and Cleve-
land stations [B«T, Dec. 10, 1956].
Though both suits contain implications
of wide concern in the television field,
neither is more than a byproduct of the
main investigation which the Justice Dept.
has been conducting for almost exactly a
year. That investigation, B»T learned last
week, is proceeding under full draft on the
course chartered at its outset.
The main effort is still primarily directed
at the television network business.
That the Justice Dept. had embarked on
a major probe of networks was officially an-
nounced last September when Assistant At-
torney General Victor R. Hansen, in charge
of the Antitrust Division, testified before
the House Antitrust Subcommittee.
At that time Mr. Hansen said that since
the previous March, Justice Dept. attorneys
— reinforced by FBI agents — had been en-
gaged in an investigation which "now spans
every relevant facet of network operations."
The probe, he said, "ambraces ( 1 ) the pric-
ing of shows, both network and independent;
(2) discounts; (3) rebates; (4) program
rejections; (5) kinescoping; (6) production
facilities, both live and film; (7) demand
for and supply of network time; (8) the
percentage of prime network time occupied
by network-owned or controlled shows; (9)
scenery and set production, and finally (10)
long-term contractural arrangements by
networks with talent, actors, producers . and
directors."
Mr. Hansen predicted last September
that it would take from one to two years
to complete the investigation. ■
The project is now one year old. It was
learned on high authority last week that
the Justice Dept. has not modified Mr.
Hansen's timetable.
THE SUIT which the government filed last
week in federal court in New York charged
that since Loew's began to sell its backlog
of more than 700 pre- 1948 MGM feature
films to tv last year, it had refused to sell
less than the entire package.
The government said that Loew's had
licensed its package "to many television
stations in many different markets." It added
that in "at least three instances" the film
company had taken 25% interests in tv
stations as payment for the MGM features.
Although the stations were not named in the
suit, they are KTTV (TV) Los Angeles,
KMGM-TV Minneapolis and KTVR (TV)
Denver.
This method of selling, the complaint
alleged, had four effects:
• Tv stations have been forced to buy
features they didn't want.
• The playing time of stations has been
"arbitrarily preempted, thus preventing them
from securing film from other producers
and distribitors."
• Stations which couldn't afford to buy
the full package have been prevented from
buying the number of films they could
afford.
• Stations have played "inferior" films
which they would not have played if they
had not been forced to buy them in the
package.
The suit asked for an injunction to pre-
vent Loew's from insisting that its cus-
tomers buy the MGM films as a group. The
court was also asked to direct Loew's to
HANSEN OF JUSTICE
TRUST BUSTER GOES AFTER' FILM
renegotiate existing contracts with tv sta-
tions "so as to give any . . . station an
opportunity to license defendant's feature
films on a picture-by-picture and station-by-
station basis."
Commenting on the suit, Assistant At-
torney General Hansen compared the Loew's
television sales practice to that outlawed
in the motion picture industry.
"In the 1948 Paramount case," Mr. Han-
sen said, "the Supreme Court declared illegal
the compulsory block-booking of copy-
righted feature motion pictures. While that
decision was given in the context of the
theatrical motion picture industry, we be-
Broadcasting • Telecasting
• ONE OF A SERIES
American Meat Institute
American Oil Company
American Tobacco Co
Brock-Hall Dairy Co
Bruns Nordeman and Co.
audweiser Beer
Castro Convertibles
Calo Dog Food
Cerribelli Co.
Chesebrough-Pond's, |nc.
Chrysler Corp.-Chrysler Div
Continental Baking Co
Curtis Circulation
Diamond Crystal Salt
Dolcin Corporation
Drackett Company
Dromedary Dates
Duffy-Mott Company
Eveready Batteries
Ex-lax, Inc.
ford Dealers Association
General Foods Corp
General Motors Corp
Good Humor
Grand Union Stores
G"lf Oil Corporation
Robert Hall Clothes
B. Cough Drops
Household Finance Corp.
J«k & Jill Cat Food
feebler Biscuit Company
lever Brothers
Time, |nc.
Li9gett & Myers
lincoln-Mercury Corp.
Martinson's Coffee
Maryland Pharmaceutical
Miles Shoes
Monarch Wine
Montebello Liquors
Narraganseft Bfew
National Biscuit Company
National Cranberry Assoc
The Nestle Company
PeVk AomeriCan D*e <=orP.
Perkins Products c J
Mlsbury Pie Crust
B- Pio, Incorporated
P'ough, Incorporated
Readers Digest
O JM R!yno,ds Company
Shell Oil Company
Sunkist Growers
Tetley Tea Company
Texas Company
We'ch Grape Juice
Welch Tomato Juice
White Rose Tea
J- B. Williams Co.
Portia, of WAyz adve
"You re in Good Company on IVAVZ"
WAVZ's success spells success for many of
its national advertisers. That's why so many
use New Haven's Number One* Station.
*October 1956 pulse
WAVZ dominates every quarter hour.
Representatives:
National: Hollingbery Co.
New England: Kettell-Carter
V) 1 I I i JJ
WAVZ
iRS
7°o w^
152 TEMPLE STREET, NEW HAVEN, CONN.
Danie. W. Kops, Executive Vice President and Genera. Manager . Richard J. Monahan, Vice President and Conunercia. Manaaer
Broadcasting • Telecasting
April 1, 1957
Page 41
«fll
good spot to he in!
Easy pickings for some ... a serious step for others. Depends who, what and
where you are, and everybody's different.
Of all national sales media, spot television is most effective at catering to local
differences and adapting to local problems. Consider the recent experience of
the Arkansas Rice Growers Cooperative Association.
Short-grain rice was selling like hotcakes in eastern South Carolina, the nation's
second-largest rice consuming area, but— because of local tastes— long-grain
rice was not. Until wbtw, Florence, came up with a summer schedule tailored
to build a demand for the long-grain variety. Then, according to E. G. Wells, Jr.,
of W. H. Sydnor & Co., food brokers: "Sales of our Riceland Long-Grain Rice
for the period of June through November 1956 showed an increase of 960cc over
the same period in 1955. This gain is all the more remarkable because it was
accomplished without losing ground in our strong short-grain rice business.
In fact, we had an increase there too." Good spot to be in!
Spot television's adaptability to local tastes and customs is another reason why
more and more advertisers are using the 13 stations and the regional network
represented by . . .
CHS TEMjEVM&ION SPOT £LfJ,J?S Representing: wcbs-tv New York,
wcau-tv Philadelphia, wtop-tv Washington, wbtv Charlotte, wbtw Florence, wmbr-tv Jacksonville,
wxix Milwaukee, wbbm-tv Chicago, ksl-tv Salt Lake City, kgul-tv Galveston-Houston, koin-tv Portland,
whct Hartford, knxt Los Angeles and the CBS Television Pacific Network
GOVERNMENT
lieve that the same rule applies in tele-
vision.
"The present action should be especially
helpful to unaffiliated stations which, not
having access to network programs, must
place their main reliance on films, particu-
larly feature films."
Attorney General Herbert Brownell Jr.,
in a statement, said that the government's
action would not prevent television stations
from buying large lots of features at one
time if they chose but would make it pos-
sible for the stations to select the features
they wanted.
The suit charged that Loew's had vio-
lated Sec. 1 of the Sherman Antitrust Act
by unlawful restraint of trade.
In New York, Joseph R. Vogel, president
of Loew's, denied that the company had
engaged in block-booking. "I see no dif-
ficulty in persuading the government or any-
one else of that fact," he said.
"We have made our television deals 'at
arm's length' and I am confident as to the
satisfaction of the buyer as well as the
seller. We have no hesitancy in cooperating
with the government in its objective of es-
tablishing the principle of non-forcing deals
since that is the only way we have conducted
or will conduct ourselves."
Meanwhile, Loew's was involved in an-
other court action. In New York a federal
judge took steps to speed the divorcement
of Loew's Theatres from Loew's Inc., to
comply with a consent decree now more
than five years old.
Obstacle to the divorcement has been the
unsettled question of how to divide between
the new companies a $30 million funded
debt. Judge Edmund L. Palmieri said he
wanted the advice of independent experts
and appointed Weldon Powell, Haskins &
Sells, an accounting firm, as advisor.
He also named two new directors to a
six-man board of Loew's Theatres, replacing
two men already on the board as constituted
under terms of a 1954 agreement that
authorized the court to appoint three mem-
bers to the board until the division is made
final. The judge said his action did not im-
ply the two replaced directors were dis-
qualified, but he said he was "dismayed" at
the time that had passed without the com-
pletion of divorcement.
New directors are Allan L. Melhado and
Karl D. Pettit, both financial consultants.
They replace Thomas L. Norton, dean of
the City College of New York business
school, and George T. Baker, president of
National Airlines.
FCC DILEMMA: SHOULD HEARINGS
BE HELD BEFORE PAY TV TESTS?
THERE'S a test in television's future — a
test of subscription tv.
But, whether the test authorization is go-
ing to come before or after a full, open
evidentiary hearing was the big question in
Washington last week.
Pay tv was the subject of a full day's dis-
cussion by the full Commission last Tuesday.
No clearcut decision was made. However,
the Commission instructed the staff to draw
up two documents:
( 1 ) A board authorization to permit na-
tionwide tests of fee tv, but limited in many
respects, and (2) a request for further, de-
tailed and definitive answers from pay tv
proponents on many questions, the answers
being the base on which the Commission
will decide whether or not open hearings
should be held prior to, or after tests have
run.
Lurking in the background, still uncer-
tain, is the biggest question of all: Should
the FCC grapple with the determination of
policy or should it buck that decision to
Congress. The policy question is simple: Is
pay tv broadcasting as defined by the Com-
munications Act, or is it a common carrier
or public utility type of operation, with its
concomitant spectre of rate regulations?
And, allied with this fundamental poser
was another: Should the policy determina-
tion, whether by the FCC or Congress, be
made before or after tests?
Tomorrow (Tuesday), the Commission
meets again to see if it can find a common
meeting ground.
A test vote last week indicated that there
were four commissioners who were ready
to authorize tests. The tests would be limited
— they would be allowed in four-station
markets only, and to non-network affiliates
only, for example — but they would be na-
tionwide. And, it was also apparent, there
would be careful legal language specifying
in detail that the authorizations were only
good for experimental operation and that
they could be withdrawn instantly whenever
the FCC decided to call a halt.
There was no such clear division on inter-
mediate steps. Before each commissioner
was a staff document which suggested that
there are a host of unknown quantities
about pay tv which should be answered be-
fore another step is taken.
The questions raised by the staff ranged
the area of the subscription tv controversy:
• Should pay tv be limited to large mar-
kets or small markets? Or both?
• Should pay tv be confined to vhf or
uhf? Or both?
• Should pay tv be limited to four-station
markets or permitted also in single station
cities?
• Should network affiliates as well as in-
dependents be permitted to engage in pay-
as-you-see tv or should authorizations be
allowed only to independents?
• Should there be unlimited hours of fee
tv operation, or should the amount of time
a station may broadcast scrambled pictures
be set by the Commission? What about
hours per day, per week or per month?
o Should authority be given to only one
system or to all systems of pay tv? Should
a single system be established for each city,
although different cities might have dif-
ferent systems?
• What role would stations play as pro-
gram purveyors?
• Who would own the equipment used by
stations to scramble telecasts?
• Who would own the equipment used
by the public? Who would set rates for pro-
gram viewing? Who would maintain equip-
ment in the hands of the station, the public?
• Who would administer the distribution
of codes to the public? How would the fees
be collected and who would be responsible?
Who would determine the split between the
program provider, the station and any third
party?
Implicit, it is understood, is the desire to
array a unanimous, or substantially unan-
imous Commission, on two points: Permis-
sion to begin testing over the air, and a
hearing to seek answers to not only details
of operation but also to aid in answering the
tangled policy determination.
Comrs. McConnaughey, Doerfer, Lee and
Craven apparently favor some sort of test
authority even before hearings. Comrs.
Hyde, Bartley and Mack just as obviously
favor a full-scale hearing before any tests
begin.
A compromise, it appears, might be forth-
coming. This could take the form that ap-
plications would be accepted for test author-
ity. At the same time pay tv advocates would
be asked to inform the FCC in detail re-
garding the who, what and how of on-the-
air pay tv. Upon submission of these an-
swers, by a given date not too distant, the
Commission would proceed to decide
whether to hold hearings before or after
tests. There would also be the opportunity
to decide more fully whether a Congres-
sional mandate was required — even for test
permits.
An essential element which pervades all
thinking is the position of the FCC in super-
vising pay tv — even the experimental opera-
tion. It is this: The Commission only has
jurisdiction over stations. It cannot regulate
subscription tv entrepreneurs. If any experi-
mentation is authorized — and if toll tv is
ever commercially authorized — the requests
for such operation must come from the li-
censee, the station. On this there seems to be
unanimity.
BE IT RESOLVED
THE MINUTES of the FCC meeting
a fortnight ago will record that An-
nette E. Hutterly was commended. A
resolution to that effect will be incor-
porated in the minutes after the gen-
eral counsel phrases it in the appropri-
ate language.
For 30 years Mrs. Hutterly has
been with the FCC and its predeces-
sor, the Federal Radio Commission.
She is now chief of the FCC's min-
utes division. She has served 37 years
in government.
As she entered the meeting last
Wednesday, the commissioners gave
her a standing ovation. Mrs. Hutterly
duly recorded the event.
Page 50 • April 1, 1957
Broadcasting • Telecasting
FCC GIVES CASE FOR EXTENDING
STATION LICENSES TO CONGRESS
THE FCC told Congress last week why it
believes the license terms of broadcast sta-
tions should be extended to five years — in-
stead of the present maximum of three years.
Comr. Robert T. Bartley added a statement
suggesting that broadcast station licenses
be indeterminate.
Under Sec. 307(d) of the Communica-
tions Act, the maximum for non-broadcast
station licenses is five years, with broadcast
station licenses limited to three years. Over
the years there have been suggestions that
no distinction be made between broadcast
and non-broadcast license terms. Last year
both FCC Chairman George C.McConnaug-
hey and Comr. John C. Doerfer publicly
called for a revision of this provision. Mr.
McConnaughey called for five-year terms;
Comr. Doerfer for indeterminate terms.
Comr. Bartley, up to now, did not publicly
make his views known.
In its "justification" for the proposed
revision of Sec. 307 (d) the Commission
declared there are "sound" business rea-
sons for making the license period for broad-
cast stations five years. "The construction
and operation of a commercial radio broad-
casting station are expensive and television
costs are more expensive. Business can re-
ceive more favorable terms with longer li-
censing period in which to plan leases, con-
tracts, financing, etc. . . ."
Not the least significant, the Commission
said, is that tv and radio have "come of age"
and should be able to obtain financing on
a responsible business basis and not on a
"speculative" basis.
The FCC has been discreet in granting
license terms, the Commission pointed out.
In 1927, broadcast radio licenses ran for
60 days; in 1928 this was made three
months; in 1931, six months; in 1939, one
year; in 1941, two years, and in 1943, three
years. Tv licenses were initially issued for
one year and were extended to three years
in November 1953.
Comr. Bartley objected to the Commis-
sion majority's statement on the ground
that it was based on the private business
requirements of licensees. . He claimed that
the history of broadcast "expansion belied
the restrictive inference of three year li-
censes.
Rather, he declared, the Communications
Act should be amended to delete any refer-
ence to fixed license terms. Instead, he said,
Congress should give the FCC "additional
broad authority and discretion" to deal more
effectively with regulatory problems. The
Commission, he added, needs flexibility.
"The Congress should be asked to amend
the Communications Act," Comr. Bartley
stated, "so as to provide for an indefinite
license term, with expanded powers in the
Commission to make necessary changes in
spectrum usage, after appropriate inquiry
to determine the facts and policy, and the
Commission having determined it to be
necessary in the public interest."
Comr. Bartley would protect licensees'
property rights by tax benefits in the event
Broadcasting • Telecasting
the license was modified before full amor-
tization of equipment and plant. He also
suggested that the Commission require li-
censees to submit periodic "accounting"
of stewardship, in place of formal renewal
applications every three years. He also
suggested that there be retained the prin-
ciple that a competing application may be
filed for a facility at "appropriate" times,
similar to the regulation which permits a
new application to be filed for an existing
facility at license renewal time.
So far, three bills have been introduced,
all in the House, to amend the Communi-
cations Act to permit broadcast stations to
be licensed for five years. These are HR-
5935, by Rep. Oren Harris (D-Ark.), chair-
man of the House Commerce Committee;
HR-3514 by Rep. Gardner R. Withrow
(R-Wis.), and HR-6430 by Rep. Donald
E. Tewes (R-Wis.).
KOB Albuquerque Gets Extension
On FCC Order to Directionalize
KOB Albuquerque last week was given 30
additional days, until April 25, to comply
with the FCC's order to directionalize its
nighttime signal on 770 kc to protect Class
I WABC New York. However, in granting
the additional time the Commission said that
any further extension "would not be war-
ranted in the circumstances of this matter."
KOB, assigned 1030 kc, has been operat-
ing on 770 kc on a temporary basis since
1941. And, for just about as many years,
ABC-owned WABC has been trying to get
the station forced off its channel. The FCC's
action in ordering KOB to directionalize
came following a Court of Appeals ruling
that WABC's signal must be protected [B»T,
Dec. 3, 1956]. At that time, the Commission
gave KOB 120 days to comply.
In extending KOB's present operation, the
Commission ordered the station to com-
plete construction of its directional array
and submit proof of performance by April
23. KOB, an NBC affiliate, operates with 50
kw daytime and 25 kw night. The station
estimated that the order would cause it to
lose 18% (48,988 people) of its nighttime
coverage. KSTP-AM-TV Minneapolis last
month received FCC approval for purchase
of the station from equal-owners Time Inc.
and Wayne Coy, former FCC chairman
[B*T, March 18].
Tewes Bill Would Extend Periods
Of Broadcast Licensees Two Years
BILL to extend radio-tv broadcast license
periods to five years from the present three
years was introduced last week by Rep.
Donald E. Tewes (R-Wis.).
Rep. Tewes submitted the measure (HR
6430) after introducing by mistake the pre-
vious week a bill (HR 6216) that would
extend am-fm license periods only. The
Wisconsin Republican said after HR 6216
had been introduced that he would with-
draw it and offer a bill covering am-fm and
tv licenses [B«T, March 25].
Reps. Gardner R. Withrow (R-Wis.) and
Oren Harris (D-Ark.) are authors of similar
bills and the FCC last week formally re-
quested such legislation (see story, this page),
although the Commission majority has
favored an extension of radio-tv for some
time.
Senate Unit Schedules
Hearings on Daytimers
HEARINGS on complaints of small daytime
radio broadcasters will be held April 29-30
by the Senate Small Business Committee's
Daytime Radio Broadcasting Subcommittee,
Sen. Wayne Morse (D-Ore.), the unit's
chairman, said last week.
The three-man subcommittee, also includ-
ing Sen. Alan Bible (D-Nev.) and Sen.
Andrew F. Schoeppel (R-Kan.), was named
the week before [B»T, March 25]. The Sen-
ate group will investigate complaints by Day-
time Broadcasters Assn. that the FCC has
failed to act on daytimers' requests for ex-
tended hours of operation — although various
requests by daytime stations have been be-
fore the Commission more than ten years.
Daytimers seek extension of hours of oper-
ation from the present sunrise-to-sunset lim-
itation as follows: from 5 a.m. or sunrise
(whichever is earlier) to 7 p.m. or sunset
(whichever is later).
The DBA complaints allege the present
FCC policy denies local stations the right to
operate during important hours in deference
to fulltime regional stations, thus denying
small businessmen the right to advertise in
local markets and listeners the benefits of
local news and other coverage.
Sen. Morse felt changes in radio and tech-
nology in the 30 years since the FCC rule
was written on frequency allocation may
"well warrant revision and modernization of
those allocations." He thought it "unfortu-
nate" that FCC has not acted on daytimers'
complaints and said the daytimer petitions at
least are "entitled to prompt attention."
Views from daytimer spokesmen, fulltime
stations and the FCC are invited at the hear-
ings, Sen. Morse said.
The FCC testified earlier that the daytime
broadcasting issue is "tied up" with clear
channel matters, but that the Commission
will go into the subject soon [B«T, March
18].
FCC Grants 5 Radio Cps,
Issues Two Initial Decisions
THE FCC last week announced the grant
of five construction permits for new radio
stations and one more appears due. Also
announced were two initial decisions.
The grants were:
Carmel, Calif. — Seaside Electronic Assoc..
1410 kc, 500 w daytime. Seaside co-owners
are Albert R. Pearl, retired banker, and Paul
F. Hanson, freelance radio-tv producer.
Cocoa, Fla. — Irving Braun, 1480 kc, 1 kw
daytime. Mr. Braun has tv and appliance
interests.
Leesburg, Fla. — Clyde T. Hodgson, 1410
kc, 1 kw daytime. Mr. Hodgson prints the
Lakeland (Fla.) Ledger.
Mount Dora, Fla. — George R. Smith,
1580 kc, 1 kw daytime. Mr. Smith has real
April 1, 1957 • Page 51
PLAYHOUSE 90 set out to
do something that had never before
been tried in television :
To offer a nationwide audience the
important dramatic entertainment
that can be achieved only by using
sufficient time to develop the full
potentialities of plot and character.
To contribute a new dimension to the
medium by presenting an hour and a
half of this full-scale drama every
week on a., regularly scheduled basis.
The achievement proved even more
exciting than the idea.
It won the sustained applause of the
nation's critics, who continue to give
serious attention to each production.
It captured the enthusiasm of the
nation's best writers and performers,
anxious to take part in an adventure
that gave full scope to their talents.
Its unique accomplishments were
recognized for the 18th time this
season with the announcement of the
"Emmy" awards the other day.
But the most important reward is the
enthusiasm of 25 million intensely
loyal viewers who return week after
week for the next production.
The advertiser who sponsors the only
remaining segment of Playhouse 90
will inherit all the extra values of a
program that each week generates new
excitement as it continues to make
history on CBS TELEVISION
FCC OKAYS STORER PURCHASES
IN WILMINGTON AND PHILADELPHIA
estate and insurance interests in Arcadia,
Fla.
Kellogg, Idaho — Radio Kellogg Inc., 900
kc, 1 kw daytime. Roger L. Hagadone is
99% owner of Radio Kellogg and also pres-
ident and general manager of KYME Boise,
Idaho.
Two initial decisions, looking toward am
grants, were issued last week. Hearing Ex-
aminer H. Gifford Irion issued a decision
in favor of Great South Bay Broadcasting
Co. for 540 kc, 250 w daytime in Islip, N. Y.
and denied competing applications of Amer-
ican Family Broadcasting Co. and Stern
Broadcasting Co., Ridgewood, N. J.
Hearing Examiner J. D. Bond issued a
decision in favor of Stephenville Broadcast-
ing Co. for 1350 kc, 500 w daytime in
Tahlequah, Okla. and denied competing ap-
plication of Osage Broadcasting Co. Bartles-
ville, Okla.
The Commission directed preparation of
a document looking toward grant of the ap-
plication of Babylon-Bay Shore Broadcast-
ing Co. for a new am on 1440 kc, 500 w
daytime in Babylon, N. Y. This announce-
ment is of proposed disposition of the case
and does not constitute Commission action.
N.Y. Bills Offered
To Repeal News Bans
A MOVE to repeal Section 52 of the New
York state civil rights law — which prohibits
radio, television and newsreel coverage of
any legislative and judicial hearing in which
compulsory testimony is involved — was in-
troduced in both houses of the New York
legislature last week. Sponsoring the move
was the Radio-Newsreel-Television Working
Press Assn. of New York, which has been
conducting a "running fight" with the New
York City Council to permit tv cameras
and microphones in its hearings.
Two specific bills were introduced on
Monday — AI-4172 in the state Assembly
and SI-3666 in the Senate — both demanding
repeal on grounds that Sec. 52 is "discrimi-
natory against the radio-tv news medium
and ... a violation of freedom of the press
as guaranteed by the first amendment." Sec.
52 was passed in 1952 by the administra-
tion of then Gov. Thomas E. Dewey follow-
ing the close of 1951's Kefauver hearings.
Pushing through the amending bills is the
New York State Assn. of Radio & Tele-
vision Broadcasters. Contacted by B»T in
Albany, John R. Titus, legislative counsel
for the association, said there was "still a
chance" both bills would be passed before
the scheduled adjournment of Senate and
Assembly this past Saturday. On Thursday
the bills were still in committee, but Mr.
Titus felt that once they reached the floor,
approval would be "just a matter of a few
hours."
f Less optimistic was Gabe Pressman,
WRCA-AM-TV New York news director,
who has been spearheading the fight to allow
cameras and microphones into the City
Council's chambers. Mr. Pressman, chair-
man of the Radio-Newsreel-Television Work-
ing Press Assn.'s "Freedom of Information
Committee," felt there was not sufficient
time left in which to press the issue.
STORER Broadcasting Co. last week won
FCC approval to the purchase of a tv sta-
tion in Wilmington, Del., and its companion
radio stations in Philadelphia — and virtually
agreed to sell its Birmingham outlets to
Radio Cincinnati Inc. (Hulbert Taft Jr. and
family) for a price understood to be between
$6 and $6.5 million.
At the same time its proposed purchase
of WMUR-TV Manchester and its move
toward Boston came under fierce attack by
Westinghouse Broadcasting Co. (WBZ-TV
Boston) and others.
The Commission's approval of the WPFH
(TV) Wilmington, Del., and WIBG-AM-
FM Philadelphia purchases by Storer was
contingent on Storer disposing of one of
its existing radio and tv properties.
Mr. Taft said last Thursday negotiations
for the purchase of WBRC-AM-TV Bir-
mingham were still continuing but that they
were beyond the handshaking stage.
The Taft stations are WKRC-AM-FM-TV
Cincinnati, WTVN-AM-TV Columbus, both
Ohio, and 30% of WBIR-AM-FM-TV
Knoxville, Tenn. The family also publishes
Cincinnati Times-Star. In 1953, the Tafts
bought WTVN (TV) Columbus from Ed-
ward Lamb for $1.5 million.
Storer bought the Birmingham outlets in
1953 from Eloise Hanna and others for $2.4
million.
Other Storer stations are WGBS-AM-FM-
TV Miami, WJBK-AM-FM-TV Detroit,
WSPD-AM-FM-TV Toledo, WAGA-AM-
FM-TV Atlanta, WJW-AM-TV Cleveland,
WWVA-AM-FM Wheeling, W. Va., and
KPTV (TV) Portland, Ore.
The negotiator in the Wilmington-Phila-
delphia transaction was R. C. Crisler & Co.,
Cincinnati.
Only One Dissenter
The Commission approved Storer's $5.6
million purchase of ch. 12 WPFH (TV) Wil-
mington, Del., and campanion radio stations
WIBG-AM-FM Philadelphia with only one
dissenting vote. This was by Comr. Robert
T. Bartley who called for the issuance of a
McFarland letter on the question of traffick-
ing in licenses. The approval came one
month after the application was filed [B«T,
March 4] and was contingent on Storer dis-
posing of either its Birmingham or Atlanta
radio-tv properties.
The purchase price also included assump-
tion of obligations totaling more than $1.5
million. Paul F. Harron, major stockholder
of WPFH Broadcasting Co., licensee of the
Wilmington-Philadelphia outlets, will also
receive a $150,000 consultant's fee over a
10-year period.
Mr. Harron bought the ch. 12 Wilmington
outlet in 1955 for $3.85 million. The station
then was owned by the Steinman interests
(WGAL-AM-TV Lancaster, Pa., and others)
and bore the call letters WDEL-TV. The
Steinmans still own WDEL-AM-FM in Wil-
mington. Mr. Harron and associates have
owned the WIBG stations since 1941. WIBG
operates on 990 kc with 10 kw; WIBG-FM
on 94.1 mc with 20 kw. Pending FCC ap-
proval is an application by WPFH to move
its transmitter from downtown Wilmington
to Pittman, N. J. The purchase application
stated that Storer would operate WPFH as
a "local" Wilmington station serving that
city and Philadelphia.
Since September 1955, WPFH has lost
$425,000. The WIBG stations have been
profitable, the sale application disclosed.
WPFH Broadcasting Co. has 10 million $1
par value stock authorized; 7.5 million Class
A and 2.5 million Class B. Outstanding are
3,750,875 Class A and B shares, with Mr.
Harron owning 1,351,109 Class B shares.
Storer acquired the assets of WPFH Broad-
casting Co., which also owns National Wired
Music Corp., serving Philadelphia and en-
virons.
Westinghouse slashed at Storer's response
to the Commission's McFarland letter justi-
fying the $850,000 purchase of ch. 9
WMUR-TV Manchester, N. H., and its
move to Georgetown, Mass., outside of
Boston [B«T, March 25].
Charged With 'Trafficking'
In essence, WBC charged Storer with
"trafficking" in licenses. Since 1940, West-
inghouse alleged, Storer has bought and sold
eight stations. Pending before the FCC now,
WBC declared, are five other Storer trans-
actions.
In listing Storer sales and purchases, WBC
itemized this list: WHIZ Zanesville, Ohio,
sold in 1947; WLOK Lima, Ohio, bought
in 1940 and sold in 1951; WSAI Cincinnati,
Ohio, bought in 1951, sold in 1953; WMMN
Fairmont, W. Va., bought in 1937, sold in
1953; KPTV (TV) Portland, Ore., bought
in 1954; WBRC-AM-TV Birmingham, Ala.,
bought in 1953; WJW-AM-FM-TV Cleve-
land, Ohio, bought in 1954; KEYL (TV) and
KABC San Antonio (now KENS-AM-TV),
bought in 1951 and 1953, sold in 1954.
The five transfer applications pending
before the FCC, Westinghouse noted, are
Storer's purchase of ch. 3 KSLM-TV Salem,
Ore., and its move toward Portland, Ore.;
ch. 9 WMUR-TV Manchester, N. H., and
its move closer to Boston; ch. 12 WPFH
(TV) Wilmington, Del., and WIBG-AM-FM
Philadelphia (approved last week, see above);
and Storer's agreement to sell WAGA-AM-
FM-TV Atlanta, Ga., to the Washington
Post Co. This latter contract is understood
to have expired Feb. 15, but, WBC said, the
application for the transfer has not yet been
dismissed. The fifth transaction, WBC cited,
was the option held by George Haggarty,
Detroit lawyer and oilman, to buy KPTV.
Westinghouse estimated that Storer's
"clear profit" on the Atlanta transaction will
be $3 million. This is based, it noted, on
Page 54 • April 1, 1957
Broadcasting • Telecasting
A CORDIAL
INVITATION TO
HOSPITALITY
HEADQUARTERS
THE 23RD FLOOR
MORRISON HOTEL
NARTB
CONVENTION
CHICAGO
APRIL 7-11
RADIO
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FRANK HEADLEY, Presidenl
DWIGHT REED, Vice President
FRANK PEUEGRIN, Vice President
PAUt WEEKS, Vice President
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Broadcasting • Telecasting
April 1, 1957 • Page 55
Page 56 • April I, 1957
Broadcasting • Telecasting j
TO PROMOTE THE EXTENSION OF NIAGARA
MOHAWK SERVICE IN AMERICA'S 14TH MAR-
KET, BUFFALO'S BBD&O BUYS "WEATHER
LOG," STARRING MAC MCGARRY, ON WBUF.
"weather log," with its nightly forecasts
(M-F, 11:10 pm), is a "natural" for this
power company's public service advertising
—an economical way to combine year-round
continuity with the prestige of "owning" a
program. "Weather Log" is the only TV
advertising Niagara Mohawk uses in Buffalo.
mac mc carry's selling personality has really
clicked in Buffalo. Mac's suggestions to
viewers ("Write today for this Live Better
Electrically booklet"; "Phone House Power
for free rewiring information") bring Niagara
Mohawk a constant flow of requests.
"wbuf," in the words of bbd&o account
executive Jay S. Larmon, "is now serving the
Buffalo market with top-notch network and
local programming. Since our weather pro-
gram went on the air, our audience has in-
creased by more than 50%. We, as well as the
client, are pleased with the show's results."
Coverage up! Ratings up! Billings up! wbuf,
the fastest-moving force in Buffalo, is ready
to go to work for you today!
Exciting things are happening on
Left to right:
Frank Buxton, Pgm. Director for WBUF; John H. Fo-
garty, BBD&O Acct. Supervisor; Mac McGarry; Jay S.
Larmon, BBD&O Acct. Executive on Niagara Mohawk,
Broadcasting • Telecasting
April 1, 1957 • Page 57
GOVERNMENT
the fact that the contract was signed Oct.
15, 1956, the deadline for the issuance of
tax certificates in situations where a broad-
caster must sell a property in order to re-
main within the FCC's rules limiting single
ownership to seven stations.
Using words such as "fantastic," "dis-
torted," "half-truths" and "glaring errors"
in referring to the Storer McFarland letter
response, WBC maintained that:
"Storer's only purpose in building up a
property is to promptly sell it at a major
capital gain and the public interest is
non-existent in its operation."
A major portion of WBC's attack was
on the engineering aspects of the WMUR-
TV move toward Boston. WBC maintained
that Manchester would receive a poor signal
from its Georgetown site because of in-
tervening hills. At its proposed site, WBC
alleged, WMUR-TV will serve only 3,200
square miles with a New Hampshire popula-
tion of 347,000, compared to its present
service covering 5,900 square miles and
467,714 Hampshiremen. The figures were
based on Grade B contours.
Move of ch. 9 to the Boston area, West-
inghouse maintained, must be done through
rule-making. It cannot and should not,
WBC declared, be accomplished through
the application process seeking a change of
transmitter site.
Rate Comparison Made
Answering Storer's offer to halve the time
charges for Manchester businessmen as
against the rate for Boston advertisers, WBC
noted that WBZ-TV and WNAC-TV in
Boston charged $2,250 and $2,600 re-
spectively and that would mean Manchester
advertisers would have to pay about $1,000
or more. This is much too rich for Man-
chester advertisers' blood, WBC declared.
Storer, WBC pointed out, identified it-
self as the smallest of group owners as far
as coverage of people are concerned; 7,331,-
832. But, WBC charged, in its stock pros-
pectus Storer took credit for covering 14,-
673,240 in 1955 and for 14,835,468 in
1956.
WBC said Storer has grown in gross tele-
vision revenues from $31,539 in 1948 to
$19,688,830 in 1955, and $11,971,418 for
the first six months of 1956. Storer's radio
grosses approached $5 million in 1956,
WBC said. This adds up to a $12 million
earning before taxes, WBC declared. George
B. Storer, principal owner of Storer Broad-
casting Co., has an "indicated" fortune in
excess of $30 million, WBC said. These
figures were presented as WBC's rebuttal to
the alleged Storer claim it is a small entity
in the broadcasting business.
WBC also said it understood WMUR-
TV had made a profit of $10,000 in the last
six months of 1956. This was WBC's ref-
utation of the WMUR-TV and Storer con-
tention that WMUR-TV must cover the
Boston market as well as Manchester in
order to survive. Also, WBC said, was the
fact that there was a New Hampshire group
offering to buy WMUR-TV and keep it in
Manchester and that there were comparable
communities which are supporting, in some
cases, more than one tv outlet.
Westinghouse asked that the FCC deny
the applications, or at least set them for
hearing.
Also filed last week was the response of
WNAC-TV Boston to the Storer McFarland
answer. The RKO Teleradio Pictures Inc.
station declared that the move would be in
contradiction to the assignment plan in the
1952 Sixth Report and Order whereby
channels were assigned to individual cities.
WNAC also called attention to the purported
$10,000 profit made by WMUR-TV in the
last six months of 1956. Also referred to was
Storer's offer to establish a local Manchester
rate card that would be 50% of its Boston
rate. "It appears most unlikely that local
Manchester advertisers will find it possible
to pay 50% of the rate charged local Boston
advertisers. To make time available to Man-
chester advertisers at a rate they cannot pay
is a worthless gesture," WNAC-TV said.
Meanwhile, WMUR-TV and Storer filed
a pleading with the FCC asking that the ap-
plication filed by the Radio Voice of New
Hampshire Inc. for ch. 9 be dismissed. The
application was filed for consideration with
WMUR-TV's license renewal application.
The ch. 9 outlet's license expires today
(April 1) — but stations are usually authorized
to continue operation pending the outcome
of controverted pleadings. Radio Voice of
New Hampshire, Storer said, does not rep-
resent New Hampshire interests. The same
people, Storer added, have fought its pur-
chase of WMUR-TV and have in fact offered
to buy the station themselves. Their offer is
more than $100,000 less than Storer's offer,
Storer said.
Rep. Harris Buys
Interest in KRBB (TV)
REP. OREN HARRIS (D-Ark.), chairman
of the House Interstate & Foreign Com-
merce Committee and of its Transportation
& Communcations Subcommittee, has
bought 25% interest in KRBB (TV) El
Dorado, Ark., for $5,000, the station an-
nounced last week.
Rep. Harris, who was named a KRBB
vice president, said in Washington last week
that he bought into the station to prevent
purchase by outside, non-local interests.
The station is filing for increased antenna
height and increased power from its present
24 kw visual and the maximum 316 kw,
at Rep. Harris' suggestion, and other area
residents will be offered stock to finance
the improvements, he said.
The House Commerce Committee chair-
man, recognized as a congressional au-
thority on broadcast matters, said he had
been promoting the ch. 10 station from the
time it was first applied for, and since it
went on the air in December 1955, to bring
better television service to the people of
southern Arkansas and northern Louisiana.
The other owners, holding 25% each, are
Dr. Joe F. Rushton, president; William M.
Bigley, general manager, and W. C. Blew-
ster, banker, all of Magnolia, Ark., 35 miles
from El Dorado.
FCC Approves Sales
Involving $3 Million
IN ADDITION to the Storer Broadcasting
Wilmington-Philadelphia station purchase
(see story, page 54), the FCC last week ap-
proved five other large station sales involv-
ing $3,125,000.
Ch. 3 KEYT (TV) Santa Barbara, Calif.,
was sold by Colin Selph, Charles H. Jack-
son Jr. and associates to a newly-formed
corporation, Key Television Inc., for $1,-
640,000 [B«T, March 4]. Key principals in-
clude President Richard C. D. Bell
(16.66%), William F. Luton (Mr. Bell's first
cousin) and wife Nancy, and Robert H.
Dunlap, Pasadena, Calif., attorney. The
Lutons and Mr. Dunlap own 83.33% of
the stock.
Mr. Bell was assistant to the president of
KPIX (TV) San Francisco prior to that sta-
tion's sale to Westinghouse Broadcasting Co.
in 1955. He will become manager of KEYT.
Others in the selling group include actor
Ronald Coleman and Harry C. Butcher,
former CBS Washington vice president and
present owner of KIST Santa Barbara.
KEYT is affiliated with all three networks
and began operations in July 1953.
Houston Broadcasting Corp. (Milton R.
Underwood and Philip R. Neuhaus) received
approval of its purchase of KXYZ-AM-TV
Houston from Glenn H. McCarthy. Messrs.
Underwood and Neuhaus are partners in a
Houston stock brokerage firm and also have
minority interests in KTHT Houston and
KRIS Corpus Christi, Tex. The KTHT in-
terest will be sold.
Fred Nahas, present president-general
manager of KXYZ, will continue in that
capacity under the new owners. ABC-affili-
ated KXYZ is on 1320 kc with 5 kw; ch.
29 KXYZ-TV is not on the air.
Also in Houston, McLendon Investment
Corp. (Gordon B. McLendon and his father,
B. R. McLendon) was granted assignment of
license of KLBS from Howard W. Davis for
$525,000. Just two weeks ago, McLendon
received FCC approval for the $750,000
sale of KELP and KILT (TV) El Paso, Tex.,
to the owners of KXLY-AM-TV Spokane,
Wash. [B«T, March 25]. McLendon also
owns KLIF Dallas, and KTSA-KOKE-FM
San Antonio; Mr. Davis owns KMAC-KISS-
FM San Antonio. Independent KLBS is on
610 kc with 5 kw.
WCTC-AM-FM New Brunswick, N. J.,
was sold for $215,000 to a group composed
of Joseph L. Rosenmiller, Peter A. Bordes
and Louis J. Appell Jr. by Chanticleer
Broadcasting Co. (James L. Howe, president
and owner of WIRA Fort Pierce, Fla.). The
buyers also recently acquired WESO South-
bridge, Mass., and plan to obtain other sta-
tion properties. Mr. Appell is president of
WSBA-AM-TV York, Pa. WCTC is on
1450 kc with 250 w; the fm outlet operates
on 89.3 mc with 1 kw.
James L. Stuart, who owns KFOR Lin-
coln, Neb., purchased KRGI Grand Island,
Neb., from Robert L. Lester and associates
for $145,000. Independent KRGI is on
1430 kc with 1 kw.
For other sale approval, see for the
record, page 140.
Page 58 • April 1, 1957
Broadcasting • Telecasting
T
CHECK WTCN. . . where BIG things are happening!
Top sports station in sports- minded market!
,1
And in 3 out of 4 years, WTCN Sports Director Frank Beutel named top
Twin Cities Sportscaster! He and his staff broadcast play-by-play reports of
Minneapolis Millers Baseball, University of Minnesota football-
basketball — hockey — and baseball, golf tournaments, and professional boxing . . .
for year-round sports programming, more sports than any other Twin Cities station!
Check your Katz representative today for ratings and availabilities!
MINNEAPOLIS -ST. PAUL
5000 WATTS ABC 1280 Kc.
I .. -
Represented nationally by Katz Agency, Inc. Affiliated with WFDF, Flint; WOOD AM & TV, Grand Rapids; WFBM AM & TV, Indianapolis.
[ Broadcasting • Telecasting April 1, 1957 • Page 59
WTCN
WIRL-TV IN COURT TO SAVE CH. 8;
FCC PROPOSES STILL MORE SHIFTS
FIRST vhf permittee whose channel is sub-
ject to a move to another community went
to court last week — asking not only that
the FCC decision be reversed, but that the
court order an immediate stay against the
FCC's implementation of February deinter-
mixture actions [B«T, March 4].
WIRL-TV Peoria, 111., which claimed it
won the ch. 8 contest after four long years
and the expenditure of $50,000, filed an
appeal in the U. S. Court of Appeals,
Washington, against the Commission's Feb.
28 action moving ch. 8 from Peoria to the
Davenport, Iowa-Rock Island-Moline, 111.,
area. It also asked the court to stay the Com-
mission's action pending outcome of the
court litigation.
In further actions last week, the Commis-
sion instituted rule-making proceedings last
Wednesday, which would add vhf channels
in six cities and a uhf channel to one.
Standing to lose v's are at least three U. S.
cities, while Reading, Pa., faces the loss of
one of its two u assignments. Interested
parties were given until April 30 to file
comments and 10 additional days for reply
comments. Involved are the following cases:
• Assignment of ch. 12 to Lamar, Colo.,
(proposed by KLMR that city). Lamar pres-
ently is assigned ch. 18, for which there have
been no takers.
• Assignment of ch. 10 to Presque Isle,
Me., which presently is assigned ch. 8
WAGM-TV and ch. 19. The proposal was
made by Northeastern Broadcasting Co.,
applicant for a new am in Presque Isle and
owned principally by stockholders of WABI-
AM-TV Bangor. Me. Ch. 10 can be assigned
to Presque Isle by substituting ch. 6 for 10
in Ste. Anne de la Pocatiere, Que.; ch. 7
for ch. 6 at Riviere du Loup, Oue., and ch.
1 1 for ch. 6 at Matane, Que. The Canadian
Dept. of Transport has notified the FCC
it has no objections to the shifts.
• Shift of ch. 8 Muskogee, Okla. (KTVX
[TV]), to Tulsa (proposed by KTVX). Tulsa
currentlv is assigned chs. 2 (KVOO-TV),
6 (KOTV [TV]), educational 11 (KOED-
TV), 17 (KSPG TTVp and 23 (KCEB TTVp.
In addition to ch. 8, Muskogee is assigned
unoccupied uhf chs. 45 (educational) and
66. KTVX, KVOO-TV and KOTV are on
the air. KCEB has been on but now is dark.
Assignment of either ch. 10 or ch. 12 to
Moscow, Idaho, by deleting 10 from Pull-
man, Wash., or 12 from Coeur d'Alene,
Idaho (proposed by KMOS-TV Inc., Mos-
cow). Moscow currently is assigned educa-
tional ch. 15.
Shift of ch. 13 Yuma, Ariz, (assigned to
KYAT [TV]>, to El Centro. C^lif. Yuma cur-
rently is assigned ch. 1 1 (operating KYAT
[TV]) in addition to ch. 13. El Centro is al-
located chs. 16 and 56, both unoccupied.
The channel shift was proposed by Wrather-
Alvarez Broadcasting Co., permittee of
KYAT.
Assignment of ch. 12 to Farmington, N.
M., which now is allocated ch. 17 only.
Seeking the assignment is Farmington
Broadcasting Co., whose principals operate
a community antenna system there rebroad-
casting the signal of ch. 4 KOB-TV Albu-
querque.
To decide between conflicting proposals
to shift ch. 33 from Reading to York and
Harrisburg, all Pa. Ch. 33 presently is as-
signed to dark WEEU-TV Reading. Ch. 7 1
WTPA (TV) Harrisburg is seeking the chan-
nel for that city; ch. 49 WNOW-TV York
for that city. WTPA also proposed chang-
ing the educational reservation in State Col-
lege, Pa., from ch. 48 to 69. York also is
assigned operating ch. 43 WSBA-TV; Har-
risburg ch. 27 WCMB-TV and ch. 55 WHP-
TV, both on the air. In addition to ch. 33,
Reading is assigned ch. 61 WHUM-TV
(dark).
At the request of Bi-State Co. (KHOL-TV
Kearney and KHPL-TV Hayes Center, both
Neb.,) and following rule-making pro-
ceedings, the FCC allocated ch. 3-plus to
Ainsworth, Neb. In the same action, the
offset carrier requirement of KOTA-TV
Rapid City, S. D., was changed from ch. 3-
plus to 3-minus and in Miles City, Mont.,
from ch. 3-minus to 3-even.
Bi-State plans to apply for the channel
as a satellite operation.
Operating ch. 67 Columbia, S. C, peti-
♦ioned the FCC to set aside the Commis-
s'on's instructions to its staff which would
d^nv the assignment of ch. 5 to Columbia.
WNOK-TV asked the FCC to accept and
consider "supplementary comments" relat-
ing to the station's income, which has
shown a "sharp and complete" reversal.
WNOK-TV said that its loss in revenue
for the first six months of 1957 will amount
to substantially more than the station's en-
tire net income for 1956. The station will be
forced off the air, it said, unless relief is
forthcoming. Also operating in Columbia
is ch. 10 WIS-TV.
FCC ACTION BRISK
ON ST. LOUIS MOVE
• KTVI (TV) switch draws fire
• Two vote their approval
A HORNET'S NEST of activity continues
to revolve around the FCC's decision to
deintermix Springfield, 111., by shifting ch. 2
to St. Louis and Terre Haute, and ch. 36
from St. Louis to Springfield [B«T, March
25 et seg.]. Most filings are protests against
the temporary use of ch. 2 by ch. 36 KTVI
(TV) St. Louis. Among last week's develop-
ments:
• The Commission denied a request by
Louisiana Purchase Co. asking immediate
stay of authorization to KTVI for temporary
operation on that channel.
• Louisiana Purchase immediately ap-
pealed this Commission action to the Wash-
ington Court of Appeals.
• WMAY-TV, which held a conditional
prant for ch. 2 in Springfield, asked the
FCC to reconsider its action in taking away
ch. 2.
• Ch. 4 KWK-TV St. Louis protested the
temporary authority to KTVI and asked for
a rehearing.
• Sangamon Valley Tv Corp. protested
the shift of ch. 2 from Springfield, 111., and
assignment of ch. 36 there, and asked for a
rehearing.
• St. Louis Telecast Inc. agreed with as-
signment of ch. 2 to St. Louis but attacked
KTVI's use of the channel.
• Ch. 20 WICS (TV) Springfield and
ABC both filed petitions supporting the
Commission's action regarding Springfield
and St. Louis.
In denying Louisiana Purchase's request
for an immediate stay of the KTVI authori-
zation, the FCC said: "Our examination of
the various pleadings filed by Louisiana
Purchase does not reveal any facts or argu-
ments which were not fully considered be-
fore the adootion of the orders complained
of." By withholding the temporary author-
ity for ch. 2 at St. Louis until after a com-
parative hearing, the Commission said, the
purpose of its action would be defeated
(making ch. 36 available immediately for
Springfield and at the same time insuring the
continuance of a third tv service in St.
Louis).
FCC emphasized that no final decision has
been reached on the protests of KTVI
operation on ch. 2 and that all pleadings on
file will be considered before a final decision
is reached. Neither Louisiana Purchase nor
any other applicant is being denied the right
to a fair and full comparative hearing (as
claimed by many protestants) , the Commis-
sion stated.
The ink was hardly dry on this order
before Louisiana Purchase went to the Court
of Appeals seeking to have the Commission
overruled on its decision and to force a stay
of KTVI's operation on ch. 2.
WMAY-TV said the Commission's deter-
mination that Springfield is predominantly
uhf is "wholly arbitrary and capricious."
During substantial portions of the week.
WMAY-TV claimed, the most-watched sta-
tion in Springfield is ch. 3 WCIA (TV)
Champaign, 111. However, the protestant
said, "if the Commission should adhere to
the erroneous decision that ch. 2 should be
deleted from Springfield, then ... it is
imperative that ch. 36 ... be assigned to
Springfield."
KWK-TV charged that FCC had "dele-
gated to Signal Hill Telecasting Corp.
(KTVI) the sole discretion to determine
whether ch. 36 should be deleted from St.
Louis and whether ch. 36 or ch. 39 should
be assigned to Springfield, 111." The action
taken by the Commission was not a lawful
basis for eranting KTVI the right to telecast
on ch. 2, KWK-TV stated, and scored
KTVI's operation from a site that does not
meet the required mileage separation from
ch. 2 in Terre Haute, Ind.
Sangamon, an applicant for ch. 2 in
Springfield, said the Commission action is
arbitrary, capricious and unlawful and asked
the FCC to stay, reconsider and vacate its
action.
St. Louis Telecast Inc., one of four ap-
plicants awaiting a final decision for St.
Louis ch. 11. claimed the outcome of any
comparative hearing for ch. 2 has been pre-
judged by FCC in awarding KTVI use of
Page 60 • April 1, 1957
Broadcasting • Telecasting
WITH
39 OF COLUMBIA PICTURES GREATEST FEATURE FILM SUCCESSES
w
r to
I MIERE IN
IESE CITIES!
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For complete information on
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NASHVILLE
BR AG AN - "If I had Mantle on my team with Mays,
Snider or Verdon - he'd be playing left field - The
Giants will finish in 8th place."
LANE - "The Cards will finish 10 games better than last
year - but don't get me wrong - we can still finish 4th."
LOPEZ - "I say the Yankees can
be beaten."
A new word, a new idea in radio
...with Howard Cosell
Pick any big spectator sport — like baseball.
Track down the important names in the game.
Go to the field, locker room, front office. Cap-
ture the voices of the top stars of the top
teams. Ask searching questions and get un-
varnished answers. Weave what you get into
30 or 60 minutes of drama and excitement . . .
and broadcast it on the eve of the season
opener over a nationwide network. The result
-SPORTACULAR.
Then preview the Kentucky Derby in May
with a Racing SPORTACULAR. Get the cham-
pions together for a World Series SPORTAC-
ULAR in September. Anticipate the first big
fall weekend with a Football SPORTACULAR.
Plan for all eleven of the most engrossing
sports programs ever broadcast. Howard Cosel I
is doing just that. He's already lined up the
best of 200 interviews for the Baseball SPOR-
TACULAR on Sunday, April 14, 6:30-7:25 PM
(NYT). (See the samples below).
Howard Cosell's weekend series on ABC
Radio, "Speaking of Sports," has come up with
exclusive, provocative, human interest mate-
rial that has won acclaim from players, col-
leagues and listeners.
The 55-minute, April 14 Baseball SPOR-
TACULAR costs $11,235 for time
and talent. And, there's a generous
advertising and promotion plan.
Get the full story on SPORTACU- '
LARS now from ABC Radio.
ibc]
MOON - "A real pro can play for any
manager whether he likes him or not"
ROBERTS - "I didn't hide my
injury last year, but to tell you
the truth, I think it was my
pitching that ached me — not
my injury."
ROBINSON - "I don't think I have a penchant for
controversy, but I am a man who must say what he
believes. I guess I should be sorry I said what I did
about the Braves — but if it helps them, I'm glad
GOVERNMENT
Glory be! The new Raleigh
ARB (February) is out and it's
a honey ! Ask our H-R man.
WRAL-TV, Channel 5, NBC
full power. Raleigh TEMPLE
3-5553 . . . the most important
television station in the risen
South.
KQUE
920
KQUE — 920 — KQUE — 920 — KQUE
Albuquerque is Booming!
Yes, Albuquerque is booming . . . and KQUE
audiences are zooming to new highs. In this
"Atomic Energy Empire" they're tuned to 920
for music and news 24 hours daily. News on
the hour, local capsules on the half-hour and
the controlled-music formula always . . . makes
your advertising effective.
ALBUQUERQUE'S ALL DAY, ALL NIGHT MUSIC STATION
MUSIC
5,000 WATTS
KTRI
SIOUX CITY
IOWA
920 KC
NEWS
mm
ALBUQUERQUE, NEW MEXICO
EVERETT - McKINNEY, Inc.
NATIONAL REPRESENTATIVES
540 KC
KEOK
FORT DODGE
SERVING ALL
OF IOWA
KQUE — 920 — KQUE — 920 — KQUE — 920 — KQUE
the channel. Telecast Inc. also asked for a
rehearing.
Support of the Commission's action came
from WICS and ABC. Both said that the
public interest would be served if the
changes are made effective as promptly as
possible and attacked with gusto the plead-
ings of Louisiana Purchase Co.
KFDM-TV Faces Loss
Of Ch. 6 to KRIC-AM-FM
AN initial decision favoring grant of ch. 6
in Beaumont to KRIC-AM-FM there
(Beaumont Enterprise and Journal) was is-
sued last week by Examiner Annie Neal
Huntting, who found that the current oc-
cupant of the channel, KFDM-TV had in
entering into an agreement with Houston
broadcaster-publisher W. P. Hobby and
KTRM Beaumont, got itself into "a dilemma
of its own making.'"
The initial decision last week favoring
KRIC was a switch from the FCC's final
decision released Aug. 6, 1954, awarding
ch. 6 to KFDM. The U. S. Court of Appeals
for D. C. on Dec. 29, 1955, reversed the
case and remanded it to the FCC, and new
hearings were held last fall. KFDM-TV has
been on the air since April 1955.
Examiner Huntting's position: KFDM, on
Dec. 15. 1954, after the FCC had stayed the
grant and scheduled oral argument before
the Commission en banc, entered into an
agreement with Mr. Hobby and KTRM
which subsequently has made it impossible
for KFDM to carry out the proposals on
which the 1954 grant was conditioned. The
alternative: a grant to KRIC.
The 1954 agreement: KFDM and KTRM.
separate applicants competing with KRIC,
and W. P. Hobby (president of the Houston
Post and KPRC-AM-FM-TV Houston), a
non-applicant, agreed to an arrangement in
which (1) KTRM would receive $55,000
payment for "out-of-pocket" expenses in-
curred in pursuing its application, to be lent
by Mr. Hobby to KFDM. and passed on to
KTRM, with KTRM withdrawing its ap-
plication and Mr. Hobby to be refunded the
$55,000 by KFDM if the latter ultimately
kept ch. 6; (2) Mr. Hobby would receive an
option to buy 32V2 % of a new corporation
to be formed by KFDM to pursue the ap-
plication. KFDM was to retain 67V2 % of
the new corporation. Mr. Hobby, who held
an option to acquire 35% of KTRM agreed
to, and did divest himself of KTRM hold-
ings. At that time. Mr. Hobby held 10%
of KTRM.
An FCC hearing was held Oct. 29 and
Nov. 26 last year and the record closed. A
petition by Mr. Hobby last Nov. 9 to inter-
vene was denied by the Chief Hearing Ex-
aminer Nov. 20. and Mr. Hobby's appeal
was denied by the FCC last Feb. 20.
Examiner Huntting found relevant two
contentions advanced by KRIC for denying
a grant to KFDM: (1) The character of
KFDM has been so radically changed by the
1954 tri-partite agreement that it would be
improper under Sec. 1.365 of Commission
rules to permit amendment of the applica-
tion to show the changed nature of the ap-
Page 64
April 1, 1957
Broadcasting
Telecasting
WHIO
TV
FOR THE MONEY
Three States, 41 Counties, 747, 640 TV Homes!
That's what NCS Market Coverage reports for
WHIO -TV, the No. 1 station in this great mar-
ket. High tower (1104 ft.) and maximum power
give it proven superiority.
FOR THE SHOW
WHIO -TV programs keep dials tuned our way.
Pulse consistently rates us with 13, 14 and even
15 of the top 15 weekly shows.
TO GET READY
Stock your dealers before you sing out in this
market! Sales Management calls area retail sales
at $3,361,973,000.
TO GO
How? Easy! Call our National Rep — Gamester
George P. Hollingbery!
CHANNEL 7 DAYTON, OHIO
whio-tv
i
Broadcasting • Telecasting
One of America's
great area stations
April 1, 1957 • Page 6:
The Champ
Is Still Champ I
4 OF 5 TOP NIGHT-TIME SHOWS
You say that's not enough? Then how about 20 out of 35
top night-time shows? (Nov. '56, A. R. B.)
CHAMP IN THE DAY-TIME, TOO!
16 of top 25 week-day strips . . . including Buckskin Bill,
whose top rating is a full 7 points above the No. 2 day-
time show. If you want a breakdown. . . .
8 OF 10 TOP MORNING SHOWS
and 8 out of the top 15 afternoon shows, for a clean-sweep
victory, morning and afternoon.
6 WINNERS IN 6 NATIONAL CONTESTS
WAFB-TV is tops in merchandising, too. Four firsts, one
second, and one "top four" in these shows; 1956-57 "Frank
Leahy Show" . . . "The Millionaire" . . . "Screen Gems
Programs" . . . "Lucy Show" . . . 1956 Billboard Promotion
. . . 1955-56 "Frank Leahy Show" ... six more reasons for
you to sell more in Baton Rouge on WAFB-TV.
WAFB - TV
C B S ABC
Reps: Blair Television Associates
First in TV in Baton Rouge
Page 66 • April 1, 1957
GOVERNMENT
plicant and, conversely, it would be improper
to make a grant to KFDM without such an
amendment because of the change of the
applicant's character; (2) the payment of
$55,000 to KTRM was based on the value
of the station withdrawing from the con-
test rather than upon "a clear showing" of
its out-of-pocket expenses.
She found that Sec. 1.365 prohibits
amendment of an application after hearings
and initial and final decisions issued, and
that KFDM, by entering into an agreement
from which it apparently cannot extricate
itself, "has precluded itself from reverting
to its original proposal."
FCC RENEWAL FORMS
GET MODERNIZATION
• First change since WW II
• Approval only a formality
NEW forms for radio and television stations
seeking license renewals may become a
reality before another week is up. The new
forms, simplified yet reflecting more truly
the state of broadcasting under present-day
conditions, are the outcome of a year-long
study by the Broadcast Industry Committee
of the Advisory Council on Federal Reports
and an FCC staff group, working with the
Bureau of the Budget.
The proposed forms — first change in pro-
gram information since the end of World
War II — will be laid before the FCC at its
regular meeting this week. Commission ap-
proval is considered a formality, although
some days may elapse before the official
order is issued publicly.
The new forms for radio are based on one
premise: That the program information
hitherto called for by the FCC was detailed,
burdensome and did not truly reflect the op-
eration of radio stations in today's broad-
cast scene. Although the tv form will also be
revised* no major changes were made in pro-
gramming information details. This was be-
cause the committee felt that the Commis-
sion needs specific and detailed information
on the newer art, television.
Changes proposed in the radio form:
• Deleting the requirement that estab-
lished stations describe their staffing.
• Using FCC composite week instead of
minimum weekly schedules.
» Changing program classifications were
made to embrace three major categories
which today largely comprise radio program-
ming: news, community service and enter-
tainment. Space is provided for narration to
permit individual stations to indicate signifi-
cant variations. The new "community serv-
ice" category embraces religious, education-
al, agricultural, instructional and informa-
tive programs. In present forms, detailed
answers are required to a host of categories.
• Eliminating time divisions since day and
night differentials have disappeared. The
analysis of spot announcements is based on
a composite week.
In the tv renewal form, these changes have
been proposed:
• Using composite week instead of mini-
mum weekly schedule.
• Adding a new category, "Public Af-
Broadcasting
Telecasting
* LATEST ROCHESTER ARB
REPORT FEBROARY 1957
ROCHESTER, N. Y.
NAT'L REPRESENTATIVES
THE BOLLING CO., INC.
EVERETT-McKINNEY
Broadcasting • Telecasting
April 1, 1957 • Page 67
GOVERNMENT
I'M JOE FLOYD . .
I CONSIDER MYSELF
A HELLUVA SALESMAN!
Whether you want to go the
radio or tv route . . .
If you want to cover a healthy,
husky slice of America —
measured in terms of South
Dakota, Minnesota, Iowa and
Nebraska — then see me!
BUY JOE'S RADIO
KELO
Now increased
from 5,000 watts to 13,600 watts.
a*tct
BUY JOE'S TV!
You can't beat this single market
buy!
KELO-TV 1
SIOUX FALLS (New 1,032-ft. Tower)
SATELLITE KDIO'TV
ABERDEEN-HURON-WATERTOWN
and this June
KPLO-TV 1
PIERRE-WIN NER-CHAMBERLAIN
All inter-connected!
NBC • CBS • ABC
THAT'S RIGHT!
J. F. IS A
HELLUVA
SALESMAN
and you can reach him quick at KELO,
Sioux Falls ... or through
H-R REPRESENTATIVES
fairs."
• Revising definitions of agriculture,
news, educational, instructive and informa-
tive have been made. All are broadened
in order to give the FCC a more rounded
picture of programming.
• Dividing the broadcast day into daytime
(6 a.m. to 6 p.m.) and nighttime (6 p.m.
to 6 a.m.) periods.
• Matching spot announcement schedule
to composite week and dividing it into day-
time and nighttime tables. Requirement that
promotional announcements be counted in
spot tabulations has been eliminated. Also
deleted have been "wire commercial" and
''wire sustaining" categories.
• Revising the definition of a recorded
program to match present-day practices.
The new definition requires a recorded an-
nouncement if more than half the program
comprises mechanical reproduction. The old
form required this designation whenever any
mechanical reproduction was used, other
than where used incidentally (e.g., newsreels
used in a live newscast).
FCC Asked to Fix
WHAS-TV Antenna Site
THE perennial air hazard ball was thrown
to the FCC last week and the government
agency was told to run with it. WHAS-TV
Louisville, after five years of fruitless quests
for a new antenna site on which to build
a 2,000 ft. radiator, told the Commission it
was up to that agency to insist that the Air-
space Panel find the spot.
Otherwise, WHAS-TV warned, the Com-
mission's priority number one, to provide at
least one tv service to all the U. S., was
being negated by aviation interests.
The sizzling retort, a response to the
FCC's February McFarland letter indicating
the necessity of a hearing on the Louisville
station's application for a 2,000 ft. tower,
maintained a hearing shouldn't be held, and
that instead the Commission should:
• Return the application to the Washing-
ton Airspace Panel.
• Insist the Panel live up to aviation's
1952 commitment to cooperate with tv in
the use of airspace.
• Reject the Panel's "grab" for exclusive
use of airspace for 20 miles around Louis-
ville.
• Insist the Panel find a site "within a
reasonable and practical distance from
Louisville."
In recounting the history of its 25 unsuc-
cessful surveys to find a site for a 2,000 ft.
tower, including options on five of them
totaling 1,516 acres, WHAS-TV charged
aviation has "blacked out" an area of 20
miles around Louisville. Only site within
this range not covered by an airway or ap-
proach path is restricted, WHAS-TV pointed
out. This is the Fort Knox reservation.
WHAS-TV explained it needs a 2,000 ft.
tower because Kentucky is essentially rural
and it is necessary for tv stations to have
wide coverage. At several sites, submitted
unsuccessfully by the Louisville Courier-
Journal and Times' station to Airspace
Panels, some 660,000 Kentuckians stood to
benefit either by a first Grade B signal or a
second program choice. At one site WHAS-
TV offered to accept a 1,779 ft. tower, but
this, too, was turned down by the Panel.
WHAS-TV challenged the contention that
there was not one site within the 20-mile
radius of Louisville that could be approved.
It bluntly charged that "there is cause to
suspect that the real basis for aviation ob-
jections to the proposed tower relates to
operating costs and not flight safety."
The Panel, WHAS-TV said, "generously"
suggested the vicinity of Ramsey, Ind., in
Zone I where towers are limited to 1,000 ft.
In a side issue, involving the question
whether WHAS-TV's proposed move would
blanket Lexington, Ky., with a vhf signal
(WLEX-TV on ch. 18 operates there),
WHAS-TV said Lexington is 75 miles from
Louisville and if it were not for air space re-
quirements, WHAS-TV would not begin to
think of going so far outside its home city.
Supreme Court Won't
Rule on McClatchy
BIGGEST winner was the FCC when the
U. S. Supreme Court last week refused to
rule on a protest by McClatchy Broadcast-
ing Co. that it (McClatchy) was denied a cp
for a new tv station in Sacramento, Calif.,
strictly because of newspaper and radio-tv
interests.
McClatchy, which was favored in an ini-
tial decision, had protested the 1954 grant of
ch. 10 to Sacramento Telecasters Inc. (now
KBET-TV). "Never before in the entire his-
tory of federal radio regulation has the Com-
mission held that an applicant otherwise su-
perior to its competitor should be denied
solely because of its interests in other
media," McClatchy stated in its appeal.
Early last year [At Deadline, Jan. 30,
1956], the Washington, D. C. Court of Ap-
peals denied the protest on the grounds that
the FCC is the final judge of which applicant
should be chosen for a tv grant — provided
the Commission's decision is not "arbitrary
or capricious." The Supreme Court's action,
in essence, upheld this decision.
The appeals court held that ". . . the
Commission is entitled to consider diver-
sification of control in connection with all
other relevant facts and to attach such signif-
icance to it as its judgment dictates . . . The
Commission is free to let diversification of
control of communications facilities turn the
balance, if it reasonably concludes that it is
proper to do so."
McClatchy owns KFBK-AM-FM Sacra-
mento, KERN-AM-FM Bakersfield, KMJ-
AM-FM-TV Fresno, KBEE-AM-FM Mo-
desto, all Calif., KOH Reno, Nev., and news-
papers in Sacramento, Fresno and Modesto.
Not affected by the Supreme Court's rul-
ing is a McClatchy protest against the modi-
fication of KBET-TV's cp. Less than 60 days
after receiving the grant, KBET-TV was au-
thorized a change in its transmitter site and
decrease in antenna height by the FCC. Mc-
Clatchy filed a protest to this action, which
the Commission denied on the ground that
McClatchy had no further standing. This
was appealed to the courts, which ruled
that the FCC must give the protestant a
hearing [B»T, Oct. 22, 1956].
Page 68
April 1, 1957
Broadcasting
Telecasting
FILM
PERSONNEL RELATIONS
,\BC-TV Film Appoints Four
in Expansion of Sales Staff
REALIGNMENT and expansion of the
•ales staff of ABC-TV Film Syndication are
•eing announced today (Monday) by Don
L. Kearney, vice
MR. DALCHAU MR. HOOPER
the 12-state New England-Middle Atlan-
tic regions. Robert Dalchau. former Dallas
manager, has been promoted to southern
sales manager to supervise nine southern
states. Bill Hooper recently with Ziv tele-
vision programs, has been added to the
eastern sales staff, and Richard Hurley,
formerly with Television Programs of Amer-
ica in the Southwest, has been named to
the midwest sales staff of ABC -TV Film
Syndication.
Screen Gems Creates Division
To Sell 'B' Features for Tv
ESTABLISHMENT by Screen Gems Inc..
New York, of a new sales division to spe-
cialize in the distribution of so-called "B"
feature films to tv. was announced last week
by Jerry Hyams, director of syndication for
Screen Gems.
Mr. Hyams said the initial project of this
division will be to sell 52 Columbia Pictures
films incorporated in a new package called
"Hollywood Value Parade." The pictures.
Mr. Hyams said, are first-run to tv and are
I the "adventure-action type." Their price to
stations will be from 25 to 50% less than
the so-called "A" feature film, depending
on the market.
Mr. Hyams announced that Geor?e Gil-
bert, formerly with Allied Artists and Inter-
State Television Corp.. has been added to the
itaff as the first salesman on the new ven-
ture.
Cosmetic Firms Buy Ziv Re-runs
IN a major sale of its re-run film series.
Ziv Television Programs. New York, an-
nounced last week that four cosmetic ad-
vertisers have signed' to sponsor jointly 128
half-hours of programming in 15 cities at a
Broadcasting • Telecasting
total cost of S765.000. The four advertisers,
which are non-competing, are Helaine Sea-
ger Inc., Cosmetics Corp. of America, Tint
"n Set Inc. and Diversified Cosmetics of
America, all represented by Dunnan & Jeff-
rey Adv. New York. Programs in the pack-
age include Boston Blackie and The Unex-
pected and various other re-run properties.
The contract is for 52 weeks on a multiple-
run basis. The programs will start on the air
within 60 days.
Texanco Signs Syndication Pact
With Harry Goodman Productions
TEXANCO Enterprises Inc.. the newly-
formed program packaging and syndication
firm headed by John Reagan (Tex) Mc-
Crary Jr., New York public relations execu-
tive and NBC personality, today (Monday)
will announce the signing of syndication
contracts with Harry S. Goodman Produc-
tions. New York, and G. N. Mackenzie
Ltd., Toronto. Product to be syndicated
throughout the U. S. and the English-speak-
ing world (save Canada) by Goodman and
in Canada by Mackenzie is a series of con-
densed "celebrity interviews*' by Mr. Mc-
Crary and his wife. Jinx Falkenburg. They
are taken from the McCrarys' weeknight
W RCA New York programs [Closed Cir-
cuit. Dec. 24. 1956, et seq.]
Presently sponsoring the series in four
major cities is Slenderella International,
Stamford. Conn. The slenderizing chain is
currently identified with the 10-minute New
York Close-Up strips thrice weekly on four
NBC Radio o&o stations: WRCv' Philadel-
phia. WMAQ Chicago. KSD St. Louis and
KOA Denver. Slenderella also holds an
option to enlarge its purchase to 35 other
markets [At Deadline. Jan. 14]. and is
expected to reach a decision this week. In
Canada, the series is now heard in 10 mar-
kets, including Montreal. Winnipeg. Van-
couver. Edmonton and Calgary. According
to Jerome M. Landay. Texanco vice presi-
dent who negotiated the two contracts,
negotiations are now under way with a num-
ber of other advertisers, including a major
brewer, several auto dealers, a bakery and
two banks.
TEX and JINX McCrary sign world-
wide distribution contract with Harry
S. Goodman Productions, program syn-
dicators. L to r: Mr. McCrary; Everett
Goodman, Texanco sales manager;
Mrs. McCrary; Jerry Landay, Texanco
vice president, and Mr. Goodman.
1 7 Los Angeles Outlets
Negotiate with Unions
A committee representing 17 independent
radio stations in the Los Angeles area has
begun negotiations with locals of the Ameri-
can Federation of Television-Radio Artists
and The International Brotherhood of Elec-
trical Workers for new contracts to succeed
the present pacts, both expiring April 30.
Cal Smith, general manager. KFAC. is chair-
man of the station committee.
AFTRA is asking for an overall increase
of S35 a week for announcers from the pres-
ent base wage scale, which starts at $92.50
for announcers at 250-watt stations and runs
to $129 for the largest independents, with
extra fees for newscasts and a straight eight
hours out of nine hours a day in place of
the present arrangement permitting an an-
nouncer to be kept at a station for ten hours
to work his eight, according to Claude Mc-
Cue, AFTRA's Western regional director.
Leo Phillips, business manager of IBEW
Local 202. told B»T the union is asking for
a five-year contract in place of the present
two-year pact and previous three-year deals.
The proposal includes demands for a wage
increase for each year (with the heavier in-
creases at first), leveling off at the three-
year point and having only slight increases
thereafter.
Tv Alliance, Guild Sign Pact
Retroactive to April, 1956
CONTRACT between Writers Guild of
America and Alliance of Independent Tele-
vision Film Producers has been signed and
becomes effective retroactive to April 21.
1956.
Terms are similar to those in the Guild's
contract with major film tv subsidiaries,
which was concluded last December, when
the pact with the independent tv film pro-
ducer hit a snag on the eve of signature.
Minimum fee for the writer of both story
and teleplay for a 60-minute film program,
for example, would get S 1,6 10 if the film is
a low-budget production or $2,000 if it is
a high-budget production, the dividing line
for an hour show being $52,250.
The Alliance contract also contains spe-
cial provisions adopted from the network
film tv contract, such as the minimum of
$350 per writer per week on a once-a-week
comedy-variety series. The Guild reported
it has also signed contracts with the three tv
networks, the three sets of contracts: net-
works, major film tv subsidiaries and Alli-
ance, concluding 1 8 months of negotiations.
Retroactive payments are now being calcu-
lated under all three pacts.
AFTRA Chicago Nears Accord
SEVEN of Chicago's eight independent ra-
dio stations have come to terms with the
local chapter of American Federation of
Television & Radio Artists on two-year
pacts covering staff and freelance announc-
ers. Contracts already completed call for
pay boosts in the range of 8 to 159c. vary-
ing for the stations involved. Another feature
is extension of pension and welfare benefits
for all announcers, including freelancers.
- April 1, 1957 • Page 69
TRADE ASSNS
Indiana Broadcasters
Elect Spencer President
LEGISLATIVE, judicial and internal or-
ganization problems were explored by the
Indiana Broadcasters Assn. at its annual
meeting in Indianapolis on March 22, with
Lester G. Spencer, general manager of
WKBV Richmond, elected as the new presi-
dent. He succeeds Daniel C. Park, com-
mercial manager of WIRE Indianapolis.
New officers include Joseph Higgins,
WTHI Terre Haute, vice president-am;
Bernard Barth, WNDU-TV South Bend, vice
president-tv; Howard White, WCTW New
Castle, vice president-fm; Dennis Keller,
WITZ Jasper, secretary-treasurer, and Roy
L. Hickox, WLRP New Albany, assistant
treasurer. Elected to the board were Dee
Coe, WWCA Gary; Henry Sanders, WBNL
Booneville; Carl Vandagrift, WOWO Fort
Wayne; Don Martin, WSLM Salem, and
Mr. Park.
IBA dues structure revision also was ap-
proved, with combination am-tv station
members paying dues based on their highest
one-time quarter-hour tv rate instead of
on am rates. American Bar Assn.'s con-
troversial Canon 35, prohibiting courtroom
broadcast pickups and the taking of pictures,
also was reviewed. Increased station cover-
age of this year's Indiana high school bas-
ketball tournament was cited, also with a
review of state legislative proposals.
Public's Right to Know
Defended in Fellows Speech
THE PUBLIC'S right to know must be
weighed against any proposals to censor
broadcasting of public events, N ARTB pres-
ident Harold E. Fellows said a fortnight ago
in an address to the legislative dinner of the
PLAQUE honoring service of Phil
Hoffman (right), KLZ-AM-TV Den-
ver, for service during presidency of
Colorado Broadcasters & Telecasters
Assn. was presented as he left for new
Time Inc. assignment in Minneapolis-
St. Paul (WTCN-AM-TV). Presenting
award were Jerry Fitch (left), KREX-
AM-TV Grand Junction, new presi-
dent, and Robert Dolph, KFTM Fort
Morgan, who succeeds Mr. Fitch as
vice president. Harry W. Roth,
KRDO-AM-TV Colorado Springs,
continues as secretary-treasurer.
THE B»T TOURNEY: TO THE VICTORS . . .
MORE than a score of trophies and
prizes will be awarded golfers who play
in the annual B»T tournament to be
held next Sunday at Chicago. Conven-
tioneers can drive their own cars to Mid-
west Country Club, at nearby Hinsdale,
111., or catch the tournament buses leaving
at 9:30 a.m. from the south entrance of
the Conrad Hilton Hotel.
The first instalment of prizes started
arriving at B«T's Chicago office last week
(see cut). Two silver trophies will be
awarded low gross and low net scores.
Among donors of prizes are: WBKB
(TV) Chicago, two Naxon electric Fry-
masters; WGN Chicago, portable tv re-
ceiver; WBBM Chicago, CBS portable
record player; WEMP Milwaukee, two
clock radios; WJOL Joliet, 111., pepper
mill-salt shaker set; WFMT (FM) Chi-
cago, am-fm receiver; WLS Chicago,
transistor radio; WMAQ Chicago, am-fm
receiver; WNBQ (TV) Chicago, Nadco
500 caddy cart; John Pearson Co., War-
ing blender; WIND Chicago, Westing-
house portable radio; WMCA New York,
Westinghouse portable radio; Gill-Perna,
Magnavox 17-inch portable tv; Al Le-
Vine, Sportlight, silver ash tray; Edward
Petry Co., surprise gift; Playboy maga-
zine, year's subscription; WCFL Chicago,
Raytheon transistor radio; Keystone
Broadcasting System, clock radio; H-R
Representatives, dispatch case.
Michigan Assn. of Radio & Television
Broadcasters, held at Lansing Civic Center.
Over 125 state senators and representa-
tives were guests at the banquet. They were
welcomed by J. P. Scherer, WHFB Benton
Harbor, MARTB president. Mary Jane
Morris, FCC Secretary, was guest at the
Thursday dinner.
Mr. Fellows asked Michigan legislators to
consider problems created by efforts of or-
ganized political groups "to bar from the
air program content which does not please
them, but may be applauded by a great
many others."
William Hunt New President
Of Alabama Broadcasters Assn.
WILLIAM W. HUNT, commercial manager
of WCOV-AM-TV Montgomery, is new
president of the Al-
abama Broadcast-
ife crs Assn. Mr. Hunt
was elected al a
two-day meeting ot
the association
March 22-23 in
Birmingham.
Other new offi-
cers : Ed Carrell,
WGSV Gunters-
ville, vice president,
and Bill Mapes,
WGAD Gadsden,
secretary-treasurer.
The association's Oct. 10-11 meeting will
be at U. of Alabama, Tuscaloosa.
MR. HUNT
Tom Garten Elected President
Of West Virginia Bcstrs. Assn.
C. TOM GARTEN, assistant general man-
ager of WSAZ Inc. (WSAZ-AM-TV Hunt-
ington, W. Va.), was elected president of the
West Virginia Bcstrs. Assn. during the 13th
annual meeting of
the group. Mr. Gar-
ten, who had served
as secretary-treas-
urer of the organ-
ization, succeeded
A. Baren Ferrise,
managing director
of WMMN Fair-
mont, W. Va., as
president.
Re-elected vice
president was
Robert W. Fergu-
son, executive vice
president and general manager of WTRF-
TV Wheeling. C. Leslie Golliday, general
manager of WEPM Martinsburg, was chosen
secretary-treasurer.
Guest speaker at the dinner meeting of
the group was C. Yates McDaniel, former
WW II correspondent now in the Washing-
ton bureau of the Associated Press, who said
the Defense Department's size and com-
plexity are to blame for some of the delays
and omissions in release of information.
MR. GARTEN
Special NARTB Convention
Section Starts on Page 79
]
Page 70 • April 1, 1957
Broadcasting • Telecasting
TRADE ASSNS
Indiana Broadcasters
Elect Spencer President
LEQ
gan
Ind
met
Les
WK
den
mer
WT
Ben
pres
Cas
wn
L. j
trea
Coe
Boo
Wa3
Mr.'
II
pro1
men
one-
on
trov
broa
also
age
ketb
revk
Pub
Def
THI
weig
broa
iden
in ai
PI
H
vt
C
A
T
st
av
Ai
dent, r
Morgan, who succeeds Mr. Fitch as
vice president. Harry W. Roth,
KRDO-AM-TV Colorado Springs,
continues as secretary-treasurer.
vine, vice picsiueni,
and Bill Mapes,
MR. HUNT WGAD Gadsden,
secretary-treasurer.
The association's Oct. 10-11 meeting will
be at U. of Alabama, Tuscaloosa.
plexity are to blame for some of the delays
and omissions in release of information.
Page 70 • April 1, 1957
Special NARTB Convention
Section Starts on Page 79
Broadcasting • Telecasting
]
the best from the West!
stripped by stations
everywhere, with huge
Monday- thru -Friday cumulative
ratings that are giving competing
shows the old "1-2-3"!
VIOS
: SS F UL
D SALES SUCCESS
STRIP FOR ACTION!
TV'S MOST PROFITABLE HOUR STRIP! CONSISTENTLY OUTRATES COMPETITION!
50% adults every time!
National spot
advertisers like Alka Seltzer, Mont-
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ar-dee, Poll Parrot Shoes. Reddi-Wip, Prince
Macaroni, Hosfess Cup Cakes, Top Value Stkmps,
Wonder Bread, Nabisco, My-T-Fin%, Baker' s'Choc-
olatc, Bosco, Toni, Revlon, Snow-Crop, Robert
Hall Clothes, Beeinan's Cum
starring
in
hour-long features
made by Republic Pictures
Corporation and available to
local advertisers and stations.
KrDSi
tv
AMERICA'S NO. I DISTRIBUTOR OF TELEVISION FILM PROGUW;
starring
in
Low, low cost per
thousand for kids and adults
* KDKA Pittsburgh his just
bought multiple runs of all 128 i<<iinrvs and
ivill Uevote ^ hours a week for 2\-U years to
WESTERN FEATURES STAR/UNO, (JENE AUTRV
and' WESTERN FEATURES STARRING ROY
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whetfiefl for' one, two or three years ■af pro-
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hour-long features
made by Republic Pictures
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$250,000 each!
I DISTRIBUTOR Of TELEVISION FILM PROGRAM
I
COUNT ON SUCCESS... RATING SUCCESS ... SALES SUCCES
WITH THES^ FULL ^HOUR WESTERN FEATURES
I 56 • 67
( STARRING STARRING
6ENE ADTRY ROT R06ERS
Jimmy Durante Dale Evans Andy Devine Gabby Hayes
John Carradine Ann Rutherford Paul Kelly Sons of the Pioneers
Ann Miller Sterling Holloway Buster Crabbe Gale Storm
598 Madison Avenue, New York 22, N.Y. (PLaza 9-7500)
SPECIAL REPORT-
THE NARTB
CONVENTION
A SKY-PIERCING city within a city will
be operations headquarters for more than
3,000 broadcasters as NARTB convention
delegates hold their annual series of meet-
ings, conferences, expositions and social
events.
The sprawling wings of the 26-story
Conrad Hilton Hotel, Chicago, world's larg-
| est convention plant, will be packed with
broadcasters starting next weekend and con-
tinuing through Thursday afternoon, April
11. Its vast corridors and jammed elevators
will teem with broadcast managers, salesmen,
engineers, advertisers, agency executives,
government officials and newsmen.
With the largest collection of auditoriums
and dining rooms, under one roof, the Con-
rad Hilton will also provide sleeping ac-
commodations for over 2,000 broadcasters
and industry delegates. This will force a
thousand or so latecomers into other hotels,
since all Conrad Hilton space had been
; assigned a week ago.
When delegates head toward Chicago
, late this week they will find hotel rooms
1 scarce in nearby blocks. The adjoining
Sheraton-Blackstone will house a hotel
i greeter's convention and premium buyers
are meeting at the Morrison. Experienced
convention-goers make their reservations in
advance, so NARTB officials figure there
will be facilities for everyone though per-
haps not in first-choice hotels.
The movement toward Chicago starts late
this week as CBS-TV affiliates meet Friday-
| Saturday for a network conference (see story
this issue). A number of Saturday non-
j NARTB meetings will be held, with the
REGISTRATION
NARTB's registration desk in the
lower lobby of the Conrad Hilton will
be open
Sunday, April 7: 7 a.m. to 7 p.m.
Monday, April 8: 7 a.m. to 7 p.m.
Tuesday, April 9: 7 a.m. to 7 p.m.
Wednesday, April 10: 9 a.m. to 5 p.m.
Thursday, April 11:8 a.m. to 5 p.m.
EXHIBITS
THE exhibition hall and individual
exhibits on the fifth and sixth floors
will be open
Sunday, April 7: 12 noon to 6 p.m.
Monday, April 8: 9 a.m. to 6 p.m.
Tuesday, April 9: 9 a.m. to 6 p.m.
Wednesday, April 10:9 a.m. to 6 p.m.
Thursday, April 11:8 a.m. to 2 p.m.
Broadcasting • Telecasting
convention programming getting under way
Sunday noon as the exhibits and display
floors are opened.
Convention programming was complete
at the weekend except for minor details
such as a firm commitment from the mayor
of Chicago, Richard J. Daley, to greet dele-
gates when formal management meetings
open April 9.
Registration for the two main conven-
tions— management and engineering — to-
taled 1,606 last week as NARTB closed
books on advance enrollment. Of the total,
1,224 registered for the management and
382 for the engineering conference. By the
time the convention gets under way, total
registration will likely hover near the 2,000
mark. This figure will not include wives
of delegates. The advance registrations are
running about 5% above last year.
"It looks awful big," NARTB President
Harold E. Fellows told B*T as he scanned
reports from the advance guard of staff
executives who have been at the Conrad
Hilton more than a week.
A new feature inserted in the program
is a discussion of Television Allocations
Study Organization, with George R. Town,
executive director, explaining the workings
of this group. It appears on the television
management agenda at 2:30 p.m. Tuesday.
After weekend non-convention meetings
and social events, specialized management
meetings will be held Monday. The en-
gineering program, a four-day event dove-
tailed into the management agenda at sev-
eral points, will start Monday morning.
ABC and MBS networks will hold affili-
ates sessions Sunday. The annual B*T golf
tournament will be held Sunday, with buses
leaving the Conrad Hilton at 9:30 a.m.
for Midwest Country Club, near Chicago.
Everett Revercomb, NARTB secretary-
treasurer, is convention manager. William
Walker, assistant treasurer, is in charge of
the registration desk.
Convention programming is in charge of
a committee headed by Kenneth L. Carter
WAAM (TV) Baltimore, NARTB Tv Board
chairman, and Herbert L. Krueger, WTAG
Worcester, Mass., Radio Board chairman.
Other members are Campbell Arnoux,
WTAR-TV Norfolk, Va.; E. K. Hartenbow-
er, KCMO Kansas City; Ward Ingrim, KHJ
Los Angeles; Gaines Kelley, WFMY-TV
Greensboro, N. C; Merrill Lindsay, WSOY
Decatur, 111.; Ward L. Quaal, WGN-TV
Chicago; W. D. Rogers Jr., KDUB-TV
Lubbock, Texas; Harold P. See, KRON-TV
San Francisco; F. C. Sowell, WLAC Nash-
ville, and Edward A. Wheeler, WEAW-FM
Evanston, 111.
NARTB MANAGEMENT AGENDA All meetings are in the Conrad Hilton
MONDAY, APRIL
8
1:30 p.m. -3:30 p.m.
Williford Room
2:00 p.m,-3:00 p.m.
Upper Tower
3:30 p.m.-5:30 p.m.
Upper Tower
TUESDAY, APRIL ^
10:30 a.m.-12:00 Noon
Grand Ballroom
"fm's expanding future"
A Panel Discussion
Presiding: Edward A. Wheel-
er, WEAW-FM Evanston,
111.; chairman NARTB Fm
Radio Committee.
Panelists: Ray Stone, Maxon
Inc.; FCC Comr. Robert T.
Bartley; Leonard Asbach,
Majestic Intl., members of
NARTB Fm Radio Commit-
tee.
TELEVISION FILM PANEL
Presiding: Harold P. See,
KRON-TV San Francisco,
chairman, NARTB Television
Film Committee, and Camp-
bell Arnoux, WTAR-TV Nor-
folk, chairman, NARTB Tele-
vision Board.
Panelists: Richard M. Pack,
Westinghouse Broadcasting
Co.; Ralph N. Cohn, Screen
Gems; John L. Sinn, Ziv Tele-
vision Programs Inc.
LABOR CLINIC
(For station management
only)
Presiding: Leslie C. Johnson,
WHBF-AM-TV, Rock Island,
111., chairman, NARTB Em-
ployer - Employe Relations
Committee.
"Wages: How High? Hours:
How Many?" EERC slide
film presentation on wage
bargaining.
"Methods and Techniques in
Settling Labor Disputes":
Peter Seitz, noted arbitrator
and authority on labor dis-
putes, New York.
"Crises in Broadcasting Labor
Relations": Case histories.
Open Discussion
JOINT SESSION: MANAGEMENT
AND ENGINEERING CONFER-
ENCES
Presiding: Kenneth L. Carter,
WAAM (TV) Baltimore;
co-chairman, 1957 Conven-
tion Committee.
Invocation: His Eminence
Cardinal Stritch, D. D., Arch-
bishop of Chicago.
Presentation of the Colors:
United States Marine Corps
Color Guard.
Music by: Great Lakes Naval
Training Center Band.
12:30 p.m.-2:30 p.m.
Grand Ballroom
2:30 p.m.-5:00 p.m.
Williford Room
2:30 p.m.-5:00 p.m.
Upper Tower
Address: Gen. Alfred M.
Gruenther, president, Ameri-
can National Red Cross.
Presentation of Keynote
Award by Harold E. Fellows,
president and chairman of the
board, NARTB, to former
President Herbert Hoover.
Response in Behalf of Presi-
dent Hoover: C. M. Jansky
Jr., chairman of board, Jan-
sky & Bailey.
Benediction: Cardinal Stritch.
LUNCHEON
Presiding: Herbert L. Krue-
ger, WTAG Worcester, Mass.;
co-chairman, 1957 Conven-
tion Committee.
Invocation: The Very Rev.
Howard S. Kennedy, dean of
the Cathedral of St. James.
Special Feature: Judith Buon-
accorsi, San Leandro, Calif.,
national co-winner, Voice of
Democracy Contest.
Address: George C. McCon-
naughey, Chairman, FCC.
RADIO MANAGEMENT
CONFERENCE
Presiding: Mr. Krueger.
"This Year of Grace:" John
M. Outler, Jr., WSB Atlanta,
chairman, NARTB Radio
Board.
"This Business of Radio —
Inventory 1957:" Grover C.
Cobb, KVGB Great Bend,
Kan.; chairman, NARTB Am
Radio Committee; Lawrence
Webb, managing director,
Station Representatives
Assn.; Arthur Hull Hayes,
president, CBS Radio.
"You and The Automobile
Dealer:" Adm. Frederick J.
Bell, executive vice president,
National Auto. Dealers Assn.
TELEVISION MANAGEMENT
CONFERENCE
Presiding: Mr. Carter.
Television Allocations Study
Organization: Dr. George R.
Town, executive director.
Television Code: Introduc-
tion of the speaker by Ed-
ward H. Bronson, director,
Television Code Affairs,
NARTB; address by G. Rich-
ard Shafto, WIS-TV Colum-
bia, S. C; chairman, NARTB
Television Code Review
Board.
Page 80 • April 1, 1957
Broadcasting • Telecasting
6:00 p.m.-7:30 p.m.
Williford Room and
Normandy Lounge
7:30 p. m.
Grand Ballroom
WEDNESDAY, APRIL
10
9:30 a.m.-12:00 Noon
Williford Room
12:00 Noon
Williford Room
12:45 p.m. -2:30 p.m.
Grand Ballroom
2:45 pan.-5:00 p.m.
Williford Room
Television Management Or-
ganization Planning and Di-
rection— Panelists: Samuel L.
H. Burk, director of industrial
relations, National Assn. of
Manufacturers; Donald R.
Booz, staff executive, Jewel
Tea Co.; John S. Hayes, The
Washington Post Broadcast
Division; Lawrence H. Rogers
II, WSAZ-TV Huntington,
W. Va.
ANNUAL CONVENTION RECEP-
TION
ANNUAL CONVENTION BAN-
QUET
joint session: Radio and
Television Management Con-
ferences.
Presiding: Mr. Krueger.
Remarks: Robert D. Swezey,
WDSU-TV New Orleans,
chairman, NARTB Freedom
of Information Committee.
Film Presentation: "Electron-
ic Journalism in the Court
Room."
Panel Discussion featuring
the FCC: George C. McCon-
naughey, Rosel H. Hyde,
Robert T. Bartley, John C.
Doerfer, Robert E. Lee, Rich-
ard A. Mack and T. A. M.
Craven; moderator, Mr. Fel-
lows.
ANNUAL MEMBERSHIP MEET-
ING
Business Session
LUNCHEON
Presiding: Mr. Carter.
Invocation: Rabbi Henry
Fisher, president, Chicago
Rabbinical Association.
Special Presentation to Mrs.
J. Percy Priest, widow of the
Tennessee Congressman.
Report to the People: Harold
E. Fellows, president and
chairman of the board,
NARTB.
RADIO MANAGEMENT CONFER-
ENCE
Presiding: Mr. Krueger.
"Radio Week Rally."
NARDA, NARTB, RAB,
RETMA.
"Everybody's Doing It," Ra-
dio Advertising Bureau Pres-
entation: Kevin B. Sweeney,
president; John F. Hardesty,
vice president and general
manager; Sherril Taylor, vice
7:30 p.m.
Grand Ballroom
THURSDAY, APRIL
11
10:00 a.m.-12:00 Noon
Boulevard Room
10:00 a.m.-12:00 Noon
Williford Room
12:30 p.m.-2:30 p.m.
Grand Ballroom
2:30 p.m.-5:00 p.m.
Grand Ballroom
4:00 p.m.
Williford Room
president and director of pro-
motion.
"Counting the Audience": E.
K. Hartenbower, KCMO,
Kansas City, chairman,
NARTB Radio Research
Committee; Ward Dorrell,
vice president and research
director, John Blair and Co.
RADIO PIONEERS DINNER
RADIO MANAGEMENT CONFER-
ENCE
Presiding: Mr. Krueger.
"Program of Engineering
Progress": A. Prose Walker,
manager, Engineering Depart-
ment, NARTB.
"Automatic Programming":
Myron Jones, WJET Erie,
Pa.; L. J. Cervone, general
sales manager, Gates Radio
Co.
"Program Logging with
Punch Cards": Presentation
of the Service Bureau Corp.,
subsidiary of International
Business Machines.
"They Got Me, Pal — or
Wage-Hour Woes": Charles
H. Tower, manager, Employ-
er-Employe Relations Dept.,
NARTB.
television management
conference: all-industry
television music license
MEETING
LUNCHEON
Presiding: Mr. Krueger.
Invocation: Dr. Preston Brad-
ley, Peoples Church of
Chicago.
Address
"People, Products and Pro-
gress; 1975": Arch N. Booth,
executive vice president,
Chamber of Commerce of the
United States.
TELEVISION MANAGEMENT
CONFERENCE
"Television — 1957's Sales-
man",
Television Bureau of Adver-
tising Presentation: Norman
(Pete) Cash, president;
George Huntington, assistant
to the president and director
of sales development; William
Colvin, director, station re-
lations.
TELEVISION BUSINESS SESSION
Tv Board, Elections
II
Broadcasting • Telecasting
April 1, 1957 • Page
SPOTLIGHTING THE ENGINEERING CONFERENCE
FOUR days of programming are scheduled for the 11th annual
NARTB Broadcast Engineering Conference to be held April 8-11
at the Conrad Hilton Hotel, Chicago. John G. Leitch, WCAU-AM-
TV Philadelphia, is chairman of the engineering program commit-
tee. A. Prose Walker, NARTB engineering manager, is conference
director.
Papers covering operating problems of old and new equipment
will be read, along with treatises on studio techniques, antennas
and towers. Many of the papers will deal with newly-developed
automation processes. Two of the six half-day sessions devoted
to technical papers will cover radio topics with the other four de-
voted to television. The annual FCC Roundtable Wednesday morn-
ing will cover both radio and tv.
Programs start next Monday at 9 a.m. and wind up Thursday
at 5 p.m. The agenda has been criss-crossed with the management
sessions for the Tuesday-Wednesday-Thursday luncheons, the Tues-
day morning management program and the FCC Roundtable, at
which the seven Commissioners will be questioned. Synopses of
the technical papers, with Engineering Conference agenda, follow.
Sessions will be held in the Waldorf Room of the Conrad-Hilton.
Monday, April 8
Morning — Radio
9-9:15 a.m.
OPENING OF ENGINEERING
CONFERENCE
Raymond Guy, NBC
A. Pross Walker, NARTB
Presiding Officer:
James H. Greenwood
WCAE Pittsburgh
9:20-9:45
A NEW 50 KW AM TRANSMITTER
DESIGNED AROUND MODERN
COMPONENTS
By Neville Mapham,
Canadian Electric Co.
THE vast majority of to-
day's broadcast transmit-
ters are designed around
well - known and time-
tested circuits. These cir-
cuits and components, al-
though acceptable, can be
greatly improved upon by
the use of developments which are available
to us today.
This paper deals with updating our pres-
ent techniques by the use of newer tubes,
devices and controls. The adoption of these
newer circuits and components will provide
for greater reliability, simpler operations,
and improved accessibility in half the space
required for previous transmitters. In this
new design, expendable tube rectifiers have
been replaced with Germanium Diodes
which in turn eliminate the need for rectifier
filament transformers and temperature con-
trol equipment.
9:50-10:05
PROGRESS REPORT ON REMOTE
CONTROL PETITION AND AUTOMATIC
RECORDING PROJECT
By A. Prose Walker,
manager of engineering, NARTB
ON Feb. 15, 1956, the
NARTB filed with the
Federal Communications
Commission a petition to
extend remote control au-
thorization to stations
using directional antennas
and powers up to and in-
cluding 50 kw. The petition was set for
rule making on April 12, 1956, (Docket
11677) and the record was officially closed
in this proceeding Oct. 22, 1956.
This paper will discuss in detail the status
of the remote control petition along with
pertinent information which may be of gen-
eral interest to those concerned.
Also to be discussed will be the next phase
of NARTB's plan to modernize our radio
concepts, namely current experiments in the
use of automatic logging equipment in lieu
of the present day written transmitter log.
10:10-10:35
AUTOMATIC RECORDING OF THE
CRITICAL PARAMETERS OF A
DIRECTIONAL ANTENNA SYSTEM AND
A STANDARD BROADCAST
TRANSMITTER
By Gustave Ehrenberg, applications engi-
neer. Brown Instruments Dir., Minneapolis-
Honeywell Regulator Co.
A REMOTELY-controlled
broadcast station is de-
signed for semi-automa-
tion.
All tedious repetitious
activities should be rele-
gated to machinery when
possible to allow men to
concentrate on work that requires reasoning
and judgment. Manual logging of data is
just such an activity and can be easily
eliminated with a gain in both reliability and
accuracy.
Over a single pair of telephone wires
twenty-four independent variables can be
telemetered and recorded remotely on a
multipoint strip chart recorder with only a
few seconds interval between points. The
system and equipment have been in general
use in process industries for many years.
10:40-11:05
THE RADIO STATION OF THE FUTURE
By John H aerie,
broadcast sales manager, Collins Radio Co.
THIS discussion will begin
with a review of the tech-
nical aspects of the small
station over the past dec-
ade, followed by a sum-
mary of the present state
of the art. Subjects
covered will include trans-
mitters, monitors, metering, logging, direc-
tional antennae, remote control, studio con-
trol, remote pickup, automatic program-
ming.
Secondly, the trend established by past
and present considerations will be projected
into the future. Particular attention will be
devoted to the trend toward automation.
Finally, because of the partially abstract
nature of a look into the future, the last 10
minutes of the discussion will be thrown
open for ideas, questions and suggestions.
11:10-11:45
KEEPING STANDARD BROADCAST
TRANSMITTERS UP TO DATE
By Charles Hallinan, chief engineer, WKOP
Binghamton, N. Y. (Part I)
THE complete reconstruc-
tion and modernization of
a Western Electric Model
355E1 transmitter will be
discussed. The transmitter
was first converted from
water-cooled to air-cooled
tubes. After a year of
operation a further conversion from the old
style 343AA to modern coaxial terminal
6423F tubes was successfully accomplished.
A similar improvement in rectifier tubes was
also made. Old style Western Electric 25 8B
and 315A tubes were replaced by the more
widely used 866A and 575A types. Further
modernization through the substitution of
6894's for 575A's is also being made. A
description of circuit changes, new com-
ponents installed and associated directional
antenna system will be given. Resulting in-
creased safety factor and overall reliability
make this transmitter more suitable for re-
mote control.
By Henry Hulick Jr., chief engineer, WPTF
Raleigh, N. C. (Part II)
STANDARD broadcast
transmitters, such as the
Westinghouse Type HG-1
with which this part is
concerned, may be up-
dated by keeping abreast
of new developments in
the art and how they may
be used in improving your own operation.
Thought should be given to the initial cost
and operation against money saved in the
years to follow.
Newer tubes can be used in transmitters
designed years ago to improve the overall
operation at a lower cost. By discussing such
changes with the manufacturers the modifi-
cations can be done by station engineers
without the expense of outside engineering.
Old type transmitters may be cleaned up
by improvements in reduction of harmonics
and other spurious radiations so that they
Page 82 • April 1, 1957
Broadcasting • Telecasting
GO "OUT OF DOORS" WITH GATES REMOTE EQUIPMENT
The Dynamote
A name in remote amplifiers almost as old as broad-
casting, yet always symbolic of the very finest. Four
channels, tilt up 4" V.U., printed wiring, self-contained
power supply with optional automatic switch over to
batteries, usually high gain and weighs only 22 pounds
in its leatherette covered carrying case. Supplied with
tubes and Cannon XL connectors.
Price $326.80
•i//fM//tm
The Twinsistor
Two channels with V.U. and batteries 100% transistorized, yet
only 7Vi" x 7" x 3Va" in size. Including batteries, weighs only
7 lbs. 78 Db. gain, 70-15,000 cycle response and guaranteed
55 Db. or better noise reduction below +14 Dbm. output. Twin-
sistor has sold to more major market stations than any other
model. Deduct $4.95 if carrying case not desired.
Price $199.95
W)»mi>)>mwmmMmwwwMwwwwwwMwwwiw>www)mmw)imw})jw))W)WWi))))mi)m
The Biamote
A terrific seller in both radio and TV.
Only 5" high for easy over top vision.
Two mixing channels, 4" illuminated
V.U., 90 Db. gain, 30-15,000 cycle
response and entirely self-contained.
For 115V., 50/60 cycles. Size: 14"x
8Vj"x5". Weight 15V4 lbs. Sup-
plied with tubes and Cannon XL
connectors.
Price $196.80
The Transmote
This single channel unit employs
five transistors in four temp-
erature stabilized stages and
weighs only four pounds with
ease. — And don't worry about
noise when it's guaranteed down
55 Db. below +14 Dbm., mea-
sured at -60 Dbm. input. Re-
sponse 70-10,000 cycles at 2%
distortion. Size: 9V2"x3V2"x
2Vj". Comes with leather car-
rying case and strap.
Price $145.00
With Electro-Voice 684 micro-
phone as illustrated $194.00
Single Channel SA-134
Visit any radio or TV station and
seven chances out of ten you'll find
one or more SA-134's. The most used
remote and all-purpose amplifier in
all of broadcasting. 82 Db. gain,
50-15,000 cycle response, 1% dis-
tortion and noise 60 Db. below +14
Dbm. output, measured at -60 V.U.
input. Comes with tubes and Can-
non XL connector.
Price $82.50
AT NARTB
Make out heavy equipment booth or hotel suite at
the Chicago Conrad Hilton your headquarters when
at NARTB. The uiual Gates "feel at home" atmos-
phere will prevail, we are surel
RADIO COMPANY, Quincy, III., U. S. A.
OFFICES —
MANUFACTURING ENGINEERS SINCE 1922
NEW YORK - WASHINGTON D. C. - LOS ANGELES • HOUSTON
In Canada .... The CANADIAN MARCONI COMPANY
ATLANTA
(Broadcasting
Telecasting
April 1, 1957 • Page 83
become in most respects real high fidelity.
12 Noon
ENGINEERING RECEPTION
12:30 p.m.
ENGINEERING LUNCHEON
Speaker: Alex G. Jensen,
Bell Telephone Laboratories
AFTERNOON — TELEVISION
Presiding Officer: Benjamin Wolfe,
Vice President for Engineering,
WAAM (TV) Baltimore
2:30-2:55
OPERATIONAL CONSIDERATIONS OF
THE AMPEX VIDEOTAPE RECORDER
By Charles P. Ginsburg, manager, Ad-
vanced Videotape Development, Ampex
Corp.
ONE of the most timely
topics to be presented at
this time is videotape re-
cording. It is a subject
which is now being widely
discussed throughout the
television industry and has
been the subject of much
debate over the past several months.
At the present time, 10 engineering proto-
types of the Ampex videotape recorder have
been in actual use for some months at sev-
eral network centers. This paper will outline
how the recording and playback operations
are accomplished on these delivered units.
Comments will assume a given television
signal in a commercial television station and
how it is recorded and played back from an
operations standpoint. The maintenance re-
quirements of the Ampex videotape recorder
will also be discussed in detail.
3-3:25
FIVE MONTHS WITH VIDEOTAPE
By Howard A. Chinn, chief engineer, Audio-
Video Div., CBS Television Engineering
THE videotape recorder
was first introduced to the
broadcast industry during
the 1956 NARTB conven-
tion in Chicago. Since that
time several prototype
models have been de-
livered to the various net-
work centers throughout the country. On
Nov. 30, 1956, CBS introduced the use of
the videotape recorders on a regular basis
for the first time in the history of television.
The experience gained by daily use in the
intervening five months will be reported. In
addition, the present status of commercial
videotape recording and potential future ap-
plications will be described.
3:30-3:55
CONTROL OF COLOR APPEARANCE
IN TV STUDIO LIGHTING
By R. G. Williams, manager, Color Lighting
Dept., Century Lighting Inc.
THIS paper will discuss
the layout and types of
lighting equipment for
television color studios.
Dimmer control systems
will also be reviewed.
The effect of controlled
differences in spectral
quality of light will be discussed and meth-
ods of control outlined. Specific applications
of colored lighting in television studios will
be detailed, including color rendition of ob-
jects, dramatic effects, delineation of form,
composition of luminous color and mood
effects.
A new type of high intensity luminous
color background will be described.
4-4:25
COLOR TELEVISION TEST SIGNALS
By C. G. Nopper, chief engineer, WMAR-
TV Baltimore, moderator, and George Nix-
on, NBC; Richard S. O'Brien, CBS Televi-
sion; Robert S. Morris, American Broad-
casting Co.; J. R. Popkin-Clurman, Tele-
chrome; John W. Wentworth, Radio Corp.
of America; John Thorpe, American Tele-
phone & Tele-
graph Co. and
E. W. Allen,
chief engin-
eer of the
FCC.
4^
Nixon
Morris
^opkiivClurman
Wentworth
Thorpe
Allen
WITH more and more stations being
equipped to transmit color, it is becoming
evident that a network color test signal is
needed. Several such systems have been
proposed, with each system having special
merits which warrant full consideration. It
is the purpose of this panel to discuss the re-
lative advantages and disadvantages of the
various color test signal with emphasis on
their practicability, effects which might be
introduced into the system, integration into
our present operating system, and the use of
such signals in receiver servicing. Many
other aspects of color test signals will be
throughly discussed.
Tuesday, April 9
Afternoon — Radio
Presiding Officer: Carl J. Meyers,
Engineering Manager,
WGN Chicago
2:30-2:55
A COMPATIBLE SINGLE-SIDEBAND
SYSTEM DESIGNED FOR USE IN THE
BROADCAST SERVICE
By Leonard R. Kahn, Kahn Research
Laboratories
A NEW SYSTEM for al-
lowing an increase in the
number of am broadcast
channels is described
which is called compatible
single sideband. This sys-
tem would require use of
a transmitter adapter but
does not necessitate any change in the home
receiver. One of the advantages of this sys-
tem is that the signal occupies approximate-
ly one-half the spectrum normally taken up
by a conventional am double-sideband
signal, thereby reducing adjacent and co-
channel interference. A reduction in fading
and distortion is also accomplished plus an
improvement in signal-to-noise ratio. In-
cluded in the discussion will be a block
diagram of an adapter suitable for use with
any standard am transmitter.
3-3:25
A NEW APPROACH TO AUDIO
CONSOLES
By Emil P. Vincent, chief audio facilities
engineer, American Broadcasting Co.
WITH ever-increasing de-
mands on audio facihties
in television studios, far
more flexible audio sys-
tems are required. The
situation is one whereby
Hk M-Wm facilities requirements
vary greatly from show to
show. It is presently quite difficult to antici-
pate all possible needs and as a result the
normalling concept of systems becomes
questionable. Greater use of patching pro-
cedures is suggested, keeping in mind that
a patch cord is nothing more than a pair of
swingers on a rather complicated switch and
affords maximum system flexibility from
unitized system components. Employment
of transistorized amplifiers becomes in-
creasingly more desirable in the interest of
minimum equipment outages and maximum
use of available equipment space.
3:30-3:55
DESIGN AND INTEGRATION OF
AUTOMATIC PROGRAM EQUIPMENT
By John K. Birch, audio development en-
gineer, Gates Radio Co.
SUCCESSFUL automatic
or semi-automatic pro-
gramming requires not
only equipment with de-
sirable capabilities, but
also a careful integration
of the equipment into the
programming methods of
each station. This paper will discuss the
various ways of achieving automatic opera-
tion, both of tape recorders and transcrip-
tion turntables or record changers. The very
rigid requirements imposed by the necessity
of fast and simple preparation, dependable
playback, auxiliary switching for expansion,
and graceful integration with the existing
programming system directs the utilimate
design into very definite channels.
4:-4:25
BRINGING RADIO TO THE PUBLIC
By Harry Dennis, chief engineer, WERE-
AM-FM Cleveland
NEW methods of pro-
gramming are continually
being devised to stimulate
and attract the radio lis-
tener. In presenting this
paper the speaker will en-
deavor to explain the use
of portable facilities as
used at his station for broadcasting remote
Page ?4 • April 1, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
April 1, 1957 • Page 85
TRANSMITTERS CAN BE MINIATURE, TOO
THE DAY of the miniature radio re-
ceiver is here, and — if by miniature we
mean smaller, more compact, with the
same if not greater efficiency — the day
of the "miniaturized" transmitter is
around the corner.
That development is apparent to the
initiated who see in GE's new 50 kw
radio transmitter the beginning of a
trend that will have as much impact on
mighty, heat-generating transmitters as
transistorized receivers have had in the
radio set business.
Heart of the miniature radio is the
transistor. Heart of the transistor is a
semiconductor — that slice of germanium
or silicon which not many years ago was
considered more an insulator than a con-
ductor. It is this semiconductor which
is also the heart of the new development
in radio transmitters.
It is germanium that makes GE's new
BT-50A transmitter significant in the for-
ward move of broadcast transmitter re-
finements. For not only has GE been
able to reduce the number of expensive
and fragile vacuum tubes in a 50 w
transmitter — from an average 35 to 16
— but it has also, it is held, increased the
reliability of the instrument.
For the racks of glass tubes in radio
transmitters need nursing. No one will
deny that. Therefore, if a solid substance
is substituted for "bottles," there is less
need for this degree of care.
The new GE transmitter will be the
top feature of that company's exhibit at
the NARTB convention in Chicago next
week. An engineering paper on the de-
velopment will be one of the highlights
of the engineering conference. This pa-
per will be read by Neville Mapham,
broadcast project engineer, Canadian
General Electric Co. Ltd., Toronto.
GE's goal was a transmitter with
these high priority objectives: Reliability,
usability with remote control gear, low
tube cost, low power consumption, ease
of adjustment and maintenance, small
size and reasonable price.
These goals were reached, GE believes,
by the use of modern components, par-
ticularly germanium (No. 32 on the
atomic scale, 72.6 times heavier than
hydrogen). Germanium has many ad-
vantages, not the least of which is that
it is a stable element at warm tempera-
tures. Silicon on the other hand is ex-
tremely good at very high temperatures,
185° Fahrenheit and above.
Germanium, silicon and other semi-
solids until quite recently were associated
more with insulators, not conductors.
But, the art of solid-state physics in re-
cent years has advanced to the point
where solids have now become part of
the technology of conductance.
Using germanium rectifiers in place of
vacuum tube rectifiers means there is no
need for filament transformers and tem-
perature control equipment. That means
there is no warmup time required. The
usual mercury vapor tubes require a
controlled temperature (between 90° and
100° Fahrenheit) to operate most effi-
ciently and prevent arc-backs. Germani-
um eliminates these precautions. And,
also, there is no need for high voltage
supplies.
Other innovations in the new GE
transmitter are vacuum switches for
plate contacters. These are power con-
trols. Also used are Machlett (Type
6427) tubes for the power amplifier and
modulator. Ordinarily there are four
such tubes used for these functions. Each
weighs a good 225 lbs., and requires
hydraulic hoists to "pull" them and to
replace them with new tubes. The Mach-
lett tube weighs 28 lbs., capable of being
handled by a girl. And, in place of mica
capacitors, ceramic condensers are used
in the radio frequency circuit. This is
considered another plus for reliability
and long life. Ceramic is considered more
capable of taking higher voltages than
comparable mica condensers.
The 50A transmitter has 16 vacuum
tubes and six rectifier supplies. Naturally
one rectifier does not take the place of
one tube; a group of rectifiers performs
the function of the displaced tube.
The size of the new GE transmitter is
almost one-half that of former 50 kw
power equipment. If floor space is a
problem, here is one answer. Whereas
the standard transmitter of years past
needed 28 ft. for length, the new GE
powerhouse uses only 13Vi ft. In width
and height it is about the same as past
transmitters, AVi ft. wide and 7 ft. high.
The price of the new GE transmitter
is $95,000 — competitive with other trans-
mitters of this size. But, says GE, it is
not the saving in initial price that counts;
it is the saving in reliability and operat-
ing costs that makes it significant.
This trend toward the substitution of
other materials for vacuum tubes is not
new. In the early 1930s, RCA marketed
a transmitter using copper oxide recti-
fiers in the low power stages. These
lasted, in the words of one broadcast en-
gineering veteran, "a hell of a long time."
Even now, he pointed out, a 5 kw
station, operating 24 hours a day, changes
its rectifier tubes once every four months.
That's pretty good service and the ex-
pense is not extremely high.
This same technical expert called at-
tention to the fact that vacuum tubes
have played a vital part in bringing
broadcast technology to the high engi-
neering stature it now occupies. There
are tubes which have given 50,000 hours
of life, he points out.
It is uncontradicted that the major
advances in transmitter improvements
have been in the tube category. The
trend is toward lower tube costs, both
initially and in operation. That also
means the use of other materials per-
forming the same functions.
The GE 50A can be considered point-
ing the way to the acceleration of this
movement.
Page 86 • April 1, 1957
disc jockey programs. Slides will be shown
depicting the changes of equipment from
the early use of a studio-type turntable
culminating with the operation of a com-
plete studio on wheels, equipped with turn-
tables, tape recorder and mobile transmitter.
This paper will also endeavor to show the
close alliance required between the engineer-
ing department and the promotional depart-
ment.
4:30-5
APPLICATION OF MODERN TECHNIQUES
IN MAKING GOOD RECORDINGS
By C. J. LeBel, vice president, Audio De-
vices Inc.
BY UTILIZING modern
techniques the broadcaster
may produce recordings of
greatly improved quality.
In the disc field, desirable
steps include adoption of
hot stylus, negative feed-
back around the cutting
head, diameter equalization, and an im-
proved lathe. In the tape field, it is desirable
to use better transport mechanism, adopt
NARTB equalization, and add multi-chan-
nel facilities. Multi-channel facilities may be
used for stereo or to permit remixing dur-
ing re-recording or mastering. To use this
equipment to full advantage it is necessary
to improve studio facilities by inclusion of
greater speech input system flexibility, in-
troducing more diffusion in the acoustical
treatment, using microphones of better
quality and more flexible reverberation con-
trol (such as by the use of a reverberation
generator).
Wednesday, April 10
Afternoon — Television
Presiding Officer:
George S. Turner,
Chief, Field Engineering &
Monitoring Bureau, FCC
2:30-2:55
SPECIAL EFFECTS IN COLOR
PROGRAMMING
By John H. Roth, engineer, Philco Corp.
A GENERAL review will
be made of "special ef-
fects" presently used in
monochrome systems and
shortcomings which have
limited use of these tech-
niques in color program-
ming. A description of
recently developed color circuits for special
effects and discussion of features and ad-
vantages will be given. Discussion of typical
applications demonstrating the versatility
and flexibility of the system will round out
this paper.
3:-3:25
NEW FIELD INTENSITY MEASURING
TECHNIQUES
By Howard T. Head, A. D. Ring & Assocs.,
Washington, D. C.
THE requirements for field intensity meas-
Broadcasting • Telecasting
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THE ENGINEER'S LOG: NEW TARGET FOR AUTOMATION
i
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S5
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ONCE upon a time engineers arrived at
a radio station's transmitter house in the
cold, early morning — when only milkmen
and police prowl cars are moving — and
went through the motions of turning on
the transmitter.
They pushed a button here and pulled
a switch there, opening up the mass of
wiring and tubing to the pulsating force
of electricity and water. After about
four to five minutes of warm-up the
transmitter was ready for on-the-air op-
eration.
Today, if a transmitter is 10 kw or
less in power, and if the station's antenna
is omni-directional, the same process is
repeated from the warm studio, via re-
mote control devices.
Tomorrow, it is obvious, all radio
transmitters will be turned on this way,
from the studio. For since February
1956, an NARTB petition has been be-
fore the FCC to extend the privileges of
remote control to all radio stations, ir-
respective of their power or the pattern
of their antennas. From all indications
this will, sooner or later, be authorized
by the FCC.
The day after tomorrow, it also is ob-
vious, will bring complete automatic op-
eration of unattended broadcast trans-
mitters. It's in the cards, according to
those who have studied its feasibility.
The equipment is ready. Transmitters
have been proved stable; in fact, in many
a non-broadcast operation, the automatic
operation of a transmitter is standard
procedure. There are methods to flash
warnings when something goes out of kil-
ter. It's just a matter of time — and the
FCC changing some of its rules.
If transmitters are going to run robot-
like, something will have to be done
about logging. Under present conditions,
an engineer must check the meters of the
various components of a transmitter. The
Commission requires certain readings to
be made every half hour. These are phase
monitor, current ratios, plate voltage and
plate current and modulation and fre-
quency deviation.
Most stations also check anywhere from
six to 12 other dials. These include such
readings as water pressure and tempera-
ture, grid current, grid bias, plate cur-
rent, grid voltage, filament voltages, lower
stages plate and current voltage, driver
stage plate and current voltage, and leak-
age current. This is done for their own
protection and because they are inter-
ested in maintaining the cleanest signal
possible. The more powerful the trans-
mitter the more such checks are made.
An engineer, walking down the aisle
of steel-glass equipment racks can read
and log a dozen flicking dials in about
10 minutes. This must be done every
30 minutes. That means that in an ordi-
nary eight hour day, up to two hours and
40 minutes can be spent in this under-
taking. That's about one-third of the
working day. It is a sizable amount of
time, and an expensive way of doing a
job that can, and should, be done by a
machine.
There is a machine capable of doing
this job — automatically, continuously,
and accurately. It is a device put together
by the Brown Instruments Div. of Min-
neapolis-Honeywell Regulator Co., the
company best known, perhaps, for ther-
mostats to keep householders warm in
winter and cool in summer, but better
known in industry circles as the maker of
regulator instruments.
In fact, a discussion of an automatic
logger will be one of the papers featured
at the NARTB engineering conference
in Chicago next week. It bears the for-
midable title, "Automatic Recording of
the Critical Parameters of a Directional
Antenna System and a Standard Broad-
Simply stated the Minneapolis-Honey-
well device works this way. Measured
variables are reduced to a small electri-
cal direct current voltage. This is then
fed to a telemeter transmitter, sequen-
tially to touch various points required.
This transmitter produces current pro-
portional to the incoming small voltage
and it is designed so current will flow
regardless of the changes in transmission
line resistance.
In more technical language, the cir-
cuit includes a transducer which changes
various measurements into millivoltage
direct current. This is fed to the tele-
meter transmitter. A selector switch at
the transmitter, operated by tones over
the same pair of telephone wires which
are used for measuring the various cir-
cuits, sequentially transfers the various
input quantities to the telemeter trans-
mitter. This then activates a recording
RECORDING
INSTRUMENT
TELEMETER
TRANSMITTER
L_
PULSE TRANSMITTER
AND RECEIVER
V
SELECTOR
SWITCH
TRANSDUCERS
AUTOMATIC logging of transmitter functions developed by Brown Instru-
ments Div., Minneapolis-Honeywell Regulator Co., is pictured in schemat-
ic form in this block circuit diagram. The information is fed from trans-
ducers through the selector switch to a telemeter transmitter, which in
turn operates a recording instrument at the studio. A pulse transmitter
and receiver operates the remote stepping switch over the measuring cir-
cuit transmission line.
cast Transmitter." This awesome mouth-
ful will be delivered by Gustave Ehren-
berg, applications engineer with Brown
Instruments.
What Mr. Ehrenberg will talk about
— and what Minneapolis-Honeywell has
done — is the putting together of a form
of potentiometer which records on paper
the readings of the dials at the transmit-
ter. It is a form of telemetering, but it
goes a step further; it records the tele-
metered information automatically.
The gear has been tested over 5-kw
WFIL Philadelphia (on 560 kc) and will
be used experimentally on 50 kw WTOP
Washington (on 1500 kc) in the near
future. Both WFIL and WTOP have
three-element arrays.
At WFIL, recordings were made of
four vital statistics: (a) final plate volt-
age, (b) final plate current, (c) com-
mon point current, and (d) current am-
plitude ratios between towers. Actually,
according to Mr. Ehrenberg, 24 inde-
pendent variables can be noted.
instrument at the studio. The recorder
uses a 12-in. wide charge. The position
of the numbers on the chart indicates
the values of the measured quantities.
The number identifies the item being
measured.
A unique feature of the circuit is the
use of a second audio tone to "home"
the selector switch.
Any failure in this apparatus would
be obvious to the trained reader — the
readings would be out of line with data
before and after the erroneous record-
ing.
The instrument is said to have an ac-
curacy of ± .25 of 1%. It is also said
to have a reproducibility of l/32d of
1%. It will cost anywhere from $6,000
to $8,000 depending on the number of
points to be recorded.
For forward looking technical man-
agement, this operation is worthy of a
second look. It is virtually certain that
automatic logging is in the future for all
broadcasters.
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Page 88
April 1, 1957
Broadcasting • Telecasting
urements at the frequen-
cies employed for televi-
sion broadcasting are re-
viewed. Various methods
which have been proposed
and employed for making
these measurements are
discussed, as well as new
methods under consideration. Data are pre-
sented showing a comparison of the various
methods with particular emphasis on uhf
measurements in varying types of terrain.
3:30-3:55
EMERGENCY STANDBY FACILITIES FOR
THE AURAL TELEVISION TRANSMITTER
Bx Benjamin Wolfe, vice president for en-
gineering, WAAM (TV); Clyde Haehnle,
senior engineer, WLWT (TV) Cincinnati
THIS paper discusses a
simple and economical
method for using the visu-
al carrier of a television
broadcast station for the
purposes of transmitting
both the aural and visual
signals. The method is in-
tended for use during emergency operation
when the sound portion of the television
transmitter is "off the air" and the visual
portion is in working order. While various
methods of transmitting the sound on the
picture carrier are known, a simple and
economical method of multiplexing is desir-
able for a television broadcasting station.
This multiplex signal is fed directly to the
visual transmitter, without requiring trans-
mitter modifications or adjustments.
4-4:25
APPLICATION OF VERY PRECISE
FREQUENCY CONTROL TO MINIMIZE
TV CO-CHANNEL INTERFERENCE
By Wendell C. Morrison, senior member,
Technical Staff, RCA Laboratories
EARLY investigations
into the reduction of tele-
vision co-channel interfer-
ence by offset carriers re-
vealed that the improve-
ment was obtained by in-
terlacing. The present al-
location plan utilizes this
technique by relating the visual carrier off-
set frequency to the television horizontal line
frequency. At the time the offset system was
established, it was known that an additional
improvement could be obtained by relating
the offset frequency to the vertical field fre-
quency but the stability requirements made
any such proposal impractical.
This paper will discuss recent advances
in the art of frequency control which have
made practical the use of precise carrier
frequency control to further reduce the
v isibility of co-channel interference.
4:30-5
TELEVISION ENFORCEMENT PROGRAM
USING A MOBILE MONITORING UNIT
By Raymond L. Day, engineer in charge,
Mobile Television Monitoring Unit, Field
Engineering & Monitoring Bureau, FCC
^ADEQUATE monitoring of the television
broadcast service cannot be done by the
Broadcasting • Telecasting
monitoring stations and
field offices maintained by
the Commission. The nec-
essary instruments for ob-
serving television are in-
stalled in a panel truck.
An engineer is perma-
nently assigned to the
monitoring unit, and he takes the unit to
the localities served by television stations.
As many as possible of the aspects of the
television signal are checked for conformity
with the Rules and Regulations for the serv-
ice. An inspection is also made of each sta-
tion monitored.
The monitoring and inspection program
is aimed at maintaining high quality of serv-
ice to the public through contact with the
technical personnel of the stations.
Thursday, April 1 1
Morning — Television
Presiding Officer:
Clyde Hunt,
Vice Pres. for Engineering
The Washington Post
Broadcast Drv.
9-9:25
ADVANCED PERFORMANCE AND
STABILITY IN COLOR TV CHANNEL
AMPLIFIERS
By M. H. Diehl, General Electric Co.
THE use of three-channel
automatic gain control,
precision gamma circuits,
and high-level black clip-
pers, yields long-time sta-
bility of the critical param-
eters affecting color-
balance. With large
amounts of negative feedback in the moni-
toring section, drastic reduction in the num-
ber of controls, and built-in calibration fea-
tures, set-up and adjustment can be accom-
plished very rapidly when necessary. This
paper will thoroughly discuss the subject
matter in detail and will be liberally sup-
ported by appropriate slides.
9:30-9:55
VIDEO SWITCHING AT TELEVISION
OPERATING CENTERS
By V. R. Hatch, service enginer, Long Lines
Dept. American Telephone & Telegraph Co.
THIS paper describes a
new video switching ar-
rangement for Bell System
television operating cen-
ters. The system has been
designed to meet the ex-
acting transmission re-
quirements of color tele-
vision and to incorporate operating safe-
guards which simplify the complicated
switching job necessitated by present day
network operations.
These new centers utilize remotely con-
trolled switches, balanced input and output
video amplifiers, and balanced video trans-
mission paths. Unique equipment designs
along with careful cabling and wiring to in-
sure nearly ideal transmission characteris-
tics are discussed in detail. These new
switches are now in service at Chicago, Los
Angeles, New York, and Washington and
will be placed in service at a number of
other locations in the next few months.
10- 10:25
EXPERIENCE WITH VIDICONS AND
REMOTE CONTROL IN LOW POWER
TELECASTING
By Richard T. Silberman, vice president,
Kin Tel
OPERATIONAL consid-
erations and limitations of
low power television sta-
tion installations are dis-
cussed. Particular empha-
sis is placed on the extent
to which vidicon camera
chains are useful for large
studio pickup. Special lighting techniques
which have proven most successful with live
vidicon cameras are outlined. Several typi-
cal installations are reviewed and actual
coverage obtained with lower power trans-
mitter reviewed. The equipment and person-
nel operating costs are presented and areas
of potential expansion of low power opera-
tions and economy and remote control in-
stallations projected.
10:30-10:55
THE COLOR STUDIOS OF WRAMC
By Andrew F. Inglis, manager, Systems En-
gineering Group; Lannes E. Anderson, sup-
ervisor, Systems Engineering, Commercial
Electronics Products, Radio Corp. of Amer-
ica.
THE first per-
manent installa-
tion of compati-
ble color televi-
sion equipment
for the purpose
of medical educa-
AnderSon Inglis tioQ ha$ bgen
made at the Walter Reed Army Medical
Center, Washington, D. C. Although this sys-
tem was designed primarily for closed circuit
use and is probably the largest closed
circuit system in the world, it has many
features in common, with television broad-
cast studio installation. The technical fea-
tures of this installation are described with
special emphasis on those which are of in-
terest to broadcast engineers.
11- 11:25
USE OF A 100 KW TRANSMITTER TO
OBTAIN 316 KW ERP
By James L. Middlebrooks, director of En-
gineering, KING-TV Seattle
THIS paper will discuss
why and how KGW-TV,
Portland, Ore., pioneered
with RCA with develop-
ment of a new type of
television transmitting an-
tenna and the world's first
100 kw television trans-
mitter in order to obtain 316 kw ERP. The
paper will describe in detail the design, in-
stallation, and operation of this unique an-
tenna, transmitter, and associated RF and
power switching system.
The antenna can be either used as two
four-bay antennas or combined into one
eight-bay antenna. Antenna gains can be
controlled remotely by coax switches located
at top of tower. The transmitter consists of
April 1, 1957 • Page 89
two 50 kw units used either combined or
separately depending on which antenna
gain is used.
ll:30-Noon
A NEW LEASE ON LIFE FOR RETIRED
IMAGE ORTHICONS
By F. Cecil Grace, chief engineer, Visual
Electronics Corp.
A DEVICE will be de-
scribed which reduces
"burn-in" on an image
orthicon tube by as much
as 90%. The operation of
the device is relatively
simple. It consists of a
mechanism to slowly os-
cillate the lens board of a television camera,
while providing electrical cancellation of
the resulting horizontal and vertical motion
through sine and cosine function corrections
applied to the centering circuits of the cam-
era by a small transistor amplifier. This de-
vice should allow a television station to
realize much longer life from certain image
orthicon tubes and, just as important, elimi-
nate "burn-in" objectionable to the tele-
vision viewer.
Thursday, April 1 1
Afternoon — Television
Presiding Officer:
Lester H. Bowman,
Technical Operations Dir.,
CBS-TV (Hollywood)
2:30-3
PROGRESSIVE STEPS TOWARD
AUTOMATION IN TELEVISION
PROGRAMMING
By A. H. hind, engineering manager, Audio
& Mechanical Devices, Radio Corp. of
America.
WITH the prospect of
more and more television
stations being authorized
and the ever-increasing
costs for operating and
programming, manage-
ment is now looking for
ways and means to stream-
line their station operation.
Possibilities for automatic operation of
Pelkey
Hayden
program signal producing equipment in tv
studios are attracting the growing interest
of broadcasters. Greater efficiency, increased
performance and reduced operating costs
are all potential products of the application
of automation techniques.
This paper discusses problems of mech-
anization and logical, progressive steps
toward the goal of a high degree of auto-
mation. System concepts and equipment
requirements are presented.
3:05-3:40
TOWER DESIGN, CONSTRUCTION AND
MAINTENANCE
By J. Roger Hayden, product sales manager;
Orville Pelkey, chief tower design engineer,
Dresser-Ideco Co.
REGARDLESS
of the size or
height of the con-
templated tower
there are four ba-
sic considerations
involved in the
design. These con-
siderations are: the dimensions, use to which
the tower will be put, equipment and other
loads placed on the structure, and equip-
ment to be installed upon the tower.
This paper will discuss tower design cal-
culations using the above data progressing
step by step from design to fabrication. Also
described will be the erection plus equipment
which has been developed and used for fast,
safe, and efficient tower erection. Tower
maintenance, including periodic re-painting
and inspection will be thoroughly treated.
3:45-4:15
A HIGH GAIN LOW COST EMERGENCY
OR AUXILIARY ANTENNA SYSTEM
By Peter K. Onnigian, chief engineer,
KBET-TV Sacramento, Calif.
AN auxiliary antenna sys-
tem is described which
provides a power gain of
approximately 10 with an
omnidirectional pattern for
channels 7 through 13. It
can be made directional
with a gain of 15 DB.
With a 5 kw channel 7-13 transmitter, the
system will provide approximately 150 kilo-
watts of effective radiated power, in a 60-
degree angle, using four bays in a directional
pattern. On the low channels from 2-6,
gains up to 10 DB appear feasible. The
antenna system is light in weight and can
be side mounted on most existing towers.
Measured performance of the antenna will
be given as well as construction details. A
typical installation under $2,000 including
transmission lines, diplexer. antennas and
mounting is discussed.
The entire system makes a high gain,
low cost, standby antenna possible for most
vhf television stations.
4:20-5
PREDICTING OPERATION
CHARACTERISTICS OF CLOSELY
SPACED ANTENNAS ON THE SAME
SUPPORTING STRUCTURE
By Irl T. Newton, Jr., manager, Antennas,
Towers and Transmission Line; Dr. M. S.
Siukola, engineer, Commercial Electronics
Products, Radio Corp. of America.
IN ADDITION
to technical ad-
vantages, recent
concern with the
hazard to air nav-
igation created by
tall television tow-
ers has stimulated
interest in multiple antenna structures to
minimize the number of hazards. The feasi-
bility of vertical stacking has been adequate-
ly demonstrated by a large number of instal-
lations and the methods of design are dis-
cussed with examples of existing installa-
tions. The use of side-by-side placement is
less common with only one installation in
use. Demonstration of feasibility by model
measurements in the existing installation
and in the proposed Baltimore installation
is discussed, together with new analytical
techniques, which will permit analyzing the
performance of proposed candelabra systems
without the need for model tests.
Time Thursday Not Yet Designated
CHROMACHRON
By William J. Wagner, art director, KRON-
TV San Francisco
CHROMACHRON is a
palette design to assist
scenic and graphic artists
working in color television.
It reduces the number
of basic colors to five.
Nevertheless, this is more
than adequate for produc-
ing color art for television. The few formulas
for achieving the many variations of these
colors make this a practical and economical
approach to painting for television.
Each color is given a number which cor-
responds to a gray scale value. This tells the
artist how his colors will reproduce in black
and white. The artist also knows whether or
not he is working within the color system's
twenty-to-one light ratio limitations.
United Press news produces!
Page 90 • April 1, 1957
Broadcasting • Telecasting
Planning a Radio Station?
r%> ----- - a
PLANNING ASSISTANCE
RCA is interested in helping you in your
initial phases of planning, even before you
have your CP. 25 years of RCA station
experience are at your service day or night
. . . before and after you're "on-air."
EQUIPMENT COUNSEL
Expert product analysts, specializing in
audio, transmitter, antenna and tower, who
know their product lines thoroughly from
first-hand station experience are here to
advise you, and answer any questions.
RCA
. . . your first source of
help in station planning
FIELD SERVICE
Technical field service by broadcast
specialists is available through RCA Service
Company, Inc. strategically located
throughout the United States . . .
in Dallas, Los Angeles, Chicago,
Atlanta, and Camden.
EMERGENCY REPAIRS
Your business is our business. When an
emergency develops, you can call your
RCA Field Man or EMERGENCY
SERVICE in Camden. Twenty-four hour
service, 7 days a week. We provide exact
replacements. You get service in hours —
not days— to keep you on the air I
Tmklsl 1
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT • CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
BROADCASTING • TELECASTING
April J, 1957 • Page 91
Broadcasting • Telecasting
ADVANCE REGISTRATION
NARTB Management Conference and Broadcast Engineering Conference
A
Abel, Charles, KFMB San Diego, Calif.;
Abrams, Earl, Broadcasting • Telecasting, Wash-
ington, D. C; Adams, Irwin S., KGON Portland,
Ore.; Adanti, Paul, WHEN-TV Syracuse, N. Y.;
Adler, Ben, Adler Electronics Inc., New Ro-
chelle, N. Y.; Aey. William, WHOT Youngstown,
Ohio; Agostino, James R., KXLY Spokane; Akers,
C. B., KVOO-TV Tulsa; Albertson, Roy L., Jr.,
WBNY Buffalo; Albrecht, Harry F., Crosley
Broadcasting Corp., Chicago; Alexander, Arthur,
M. and A. Alexander Productions, Inc., Holly-
wood, Calif.; Alford, Andrew, Alford Mfg. Co.,
Boston; Alicoate, Charles A., Radio-Tv Daily,
New York; Alisky, Marvin. WFIU Bloomington,
Ind.; Allen, Edward M., KWNO Winona, Minn.;
Allen, Hugh, S., Jr., Lang-Worth, New York;
Alquist, Nelson. KBTV Denver; Alspaugh, Har-
old P., SRDS Evanston, 111.; Anderson, Ed M.,
WBBO Forest City, N. C.
Anderson, Harold E., WDEF-TV Chattanooga,
Term.; Andres. Hovt T., WKY Oklahoma City;
Anscombe, Alfred E., WKBW Buffalo; Arkedis,
George, CBS-TV Chicago; Armstrong, George W.,
WHB Kansas City, Mo.; Arnoux, Campbell.
WTAR Norfolk, Va.; Arvidson, Paul, WOC
Davenport, Iowa; Asher, James D., WSDA Quin-
cy, Mass.; Atkinson, Frank, ABC Radio New
York; Atkinson, John R.. WHBU Anderson, Ind.;
Atlass, H. Leslie, CBS-TV Chicago; Atlass, Ralph
L., WIND Chicago; Atwood, Jack S., WCSH-TV
Portland, Maine: Avery. Lewis H„ Avery Kno-
del Inc., New York; Axton, Bailey, KTOP Tope-
ka; Bain, David, RCA Camden, N. J.; Baker,
Philip M., Attorney. Washington, D. C; Baker R.
Karl, WLDS Jacksonville, m.; Baker, Raymond
W., KSO Des Moines.
B
Baker, Ross B., KWWL-TV Waterloo, Iowa;
Baker, T. B.. Jr., WLAC-TV Nashville, Tenn.;
Baker, William. CFRB Toronto, Ont.; Bakke,
Neale. WTMJ-TV Milwaukee; Balch, Frank,
WJOY, Burlington, Vt.; Baldwin, John M., Inter-
mountain Broadcasting & Tv Corp., Salt Lake
City; Baldwin, Philip. WHDH Boston, Mass.;
Balthrope, Charles, KITE San Antonio, Texas;
Baltimore, David M., WB RE-TV Wilkes-Barre,
Pa.; Bandley, Homer. KSVC Richfield, Utah;
Bannister. Harry, NBC New York; Bare, John
D. , WHVR Hanover, Pa.; Barnes, Howard, CBS
Radio New York; Barnes. Maurice R., Barnes
& Neilson, Washington. D. C; Barnes, Milan,
Boston University. Boston; Barnes, Wade, Bonded
Tv Film Service New York; Baron, Theodore,
Scharfeld & Baron, Washington, D. C; Barr,
James E., FCC Washington, D. C; Barrett, Mike,
KTFY Brownfield, Texas.
Barrett, Morton A.. The Boiling Company,
Inc., New York; Barry, Charles C, MGM-TV
New York; Barthelmess, Stewart, WABC New
York; Bartlett, Marcus, WSB-TV Atlanta; Bar-
ton, Jack, Hamilton, Stubblefield, Twining &
Assoc., Atlanta; Barton, Morris C, KSLA-TV
Shreveport, La.; Batson. Charles A.. WIS-TV
Columbia, S. C; Baudino, Joseph E., Westing-
house Broadcasting Company, Inc., Washington,
D. C; Baugh, Briggs, ABC Radio New York;
Baughn, Edward F., WPAG Ann Arbor, Mich.;
Maylor, Ben B., Jr., WINT Ft. Wayne, Ind.;
Beadell, Walter, Gill-Perma Inc., Chicago; Bea-
ton, W. J., KWKW Pasadena, Calif.; Beatty, J.
Frank, Broadcasting • Telecasting, Washington,
D. C; Beckham, Ben, Jr., KSLA-TV Shreveport,
La.
Beckjorden, Elisabeth M., Station Network
Rep., New York; Beckman, Alfred R., ABC-TV
New York; Beeson, Sterling B., The Headley-
Reed Co., New York; Bell, Edgar T., KWTV
Oklahoma City; Bellwood. LeRoy A., KFSD San
Diego, Calif.; Benedict, Edward H., WFIL Phil-
adelphia; Benham, Edward E., KTTV Los An-
geles; Bentson, N. L., WLOL Minneapolis; Be-
rentson, Ben, WGN New York; Berger, Law-
rence S., KTWO-TV Casper, Wyo.; Bernard, Joe,
WGR Buffalo; Berryhill, J. L., KRON-TV, San
Francisco; Berts, Floyd G.. KPAC Port Arthur,
Texas; Betts, J. W., WFTM Maysville, Ky.; Be-
ville, Ross WWDC Washington, D. C; Bice Max
H., KTNT-TV Seattle-Tacoma, Wash.: Bieder-
man, Les, WTCM Traverse City, Mich.; Bigley,
William M., KVMA Magnolia, Ark.; Bingham,
George W., WKIP Foughkeepsie, N. Y.; Binns,
F. D., WLAC Nashville, Tenn.; Bishop. Don, NBC
New York.
Bitner, Harry M., Jr., WFBM Indianapolis;
Blackburn. J. W., Blackburn & Co.. Washington,
D. C; Blackburn. Richard K.. WHEC Rochester,
N. Y.; Blackman, E G. WLAC Nashville Tenn.;
Blair, James TelePrompTer Corp.. New York;
Blair, John. John Blair & Co.. New York: Bland.
Thomas A.. Crosley Broadcasting Corp., Cincin-
nati; Blechta. George E . A. C. Nielsen Co.. New
York; Blohm. Olga. Standard Radio Transcrip-
tion Services, Inc.. Chicago: Bloom. Joseph. For-
joe & Company. Inc.. New York: Blume. Jack
P., Fly. Shuebruk, Blume & Gaguine. Washing-
ton, D. C; Boatright, Glenn, KPAC Port Arthur,
Texas; Boerner, T. J., RCA Camden, N. J.; Boice,
Hugh K, Jr., WEMP Milwaukee; Boiling, George
W., The Boiling Co.. Inc., New York; Boiling,
George W., III. The Boiling Co. Inc., Los An-
geles; Bolton, L. D., WNAX Yankton, S. D.;
Bondy, Hugo A., WAGA Atlanta; Bone, John H.,
WBRZ, Baton Rouge, La.; Bonebrake, Matthew
H., KOCY, Oklahoma City; Bookwalter, L. S.,
KOIN Portland, Ore.
Booth, Robert M., Jr., WSAL Logansport, Ind.;
Booth, Robert W. WTAG Worcester Mass.; Bos-
tic, Tom, KIMA Yakima, Wash.; Bourgeois,
James F., WNUR-FM Evanston, 111.; Bourgeois,
James, Northwestern Univ., Evanston, 111.; Bow-
den, J. L., WKBN Youngstown, Ohio: Bowley,
Raymond J., Westinghouse Broadcasting Co.,
Inc., New York; Bowman, L. H., CBS-TV Los
Angeles; Bowry, Walter A.. WTVR Richmond,
Va.; Boyd, Ray, KNOE-TV Monroe, La.; Brace,
Clayton H., KLZ-TV Denver; Braden, Paul F.,
WPFB Middletown, Ohio; Brady, Francis X.,
Harry B. Cohen Advertising Inc., New York;
Bradshaw, J. D., WRFD Worthington, Ohio;
Brakefield. Charles, WREC Memphis, Tenn.;
Brandt, Otto, KING Seattle; Brazy, Robert L.,
KFMU-FM Los Angeles; Bremser, Lyell, KFAB
Omaha; Brennan, William H., Jr., CBS Los An-
geles; Bretherton, Thomas S., WTOL Toledo,
Ohio; Brewer, Dudley D., Branham Co., Chicago;
Bricker, G., RCA Camden, N. J.; Bridges, W. C,
WEAU-TV Eau Claire, Wis.: Brines, Paul C,
WSJV-TV South Bend-Elkhart, Ind.; Britt,
Charles B., WLOS-TV Ashville, N. C.
Brokaw, Harold, WOWO Ft. Wayne, Ind.; Bro-
man, Edward J., Ziv Television Programs, Cin-
cinnati; Brown, Blake, H., WDBJ-TV Roanoke,
Va.; Brown, Charles R., WCSH-TV Portland,
Maine; Brown, G. H., RCA Camden, N. J.; Brown,
H. S., WRRD Ithaca, N. Y.; Brown, Kenyon,
KWFT Wichita Falls, Texas; Browne, Frank,
Screen Gems, Inc., New Orleans; Bryan, Robert
F.. J. H. Whitney & Co., New York; Buchan,
Alex, WING Dayton, Ohio; Burchfiel, Norman,
WSEV Sevierville, Tenn.; Burgess, John Y., Jr.,
RCA New York; Burke, Harry, KODE Joplin,
Mo.; Burkland, Carl J., WAVY TV Norfolk, Va.;
Burton, Don, WLBC-TV Muncie, Ind.; Bush, E.
Ogden. WDLA Walton, N. Y.; Butts, James,
KOA-TV Denver.
c
Cady, Charles A., General Radio Co., Cam-
bridge, Mass.; Caldwell, S. W., S. W. Caldwell,
Ltd., Toronto, Ont.; Caley, Charles C, WMBD
Peoria, 111.; Campbell, Dick, KNAC-TV Fort
Smith, Ark.; Campbell, Mrs. Marianne, WJEH
Gallipolis, Ohio; Campbell, T. E., WJAC-TV
Johnstown, Pa.; Campbell, Wendell, MBS New
York; Cardall, Freeman W., WBAL Baltimore;
Carey, John T., WIND Chicago; Carhart, G.
Warren, S. R. D. S., Evanston, 111.; Carino, Larry,
KTNT-TV Seattle-Tacoma, Wash.; Carter, Ken,
WAAM Baltimore; Case, Ross E., KWAT Water-
town, S. D.; Caskey, William B., WPEN, Phil-
adelphia; Cassens, G. J., WLDS Jacksonville, 111.
Chalk, Rodney, British Information Services,
New York; Chandler, Robert M., WKNX Sagi-
naw-Bay City, Mich.; Chapin, Richard W., KFOR
Lincoln, Neb.; Chapman, Reid G., WANE Ft.
Wayne, Ind.; Chase, Eugene A., WKJG Ft.
Wayne, Ind.; Chauncey, Tom, KOOL Phoenix;
Chernoff, Howard L., Channel Two, Inc.. Oak-
land, Calif.; Chisman, Thomas P., WVEC Nor-
folk, Va.; Chismark, Albert H., WHEN-TV Syra-
cuse, N. Y.; Christy, Orrin E., Jr., Morse Interna-
tional, Inc., New York; Churchill. Clinton D.,
WKBW Buffalo; Cisler, S. A., KDFC San Fran-
cisco; Cissna, Norman, The Meeker Co., Inc.,
Chicago; Clark, V. V., KOOK, Billings, Mont.;
Claussen, Gene, KXIC Iowa City, Iowa.
Clay, Henry B„ KWKH Shreveport, La.; Clay-
ton, Vincent E., KSL Salt Lake City; Cline, Clay,
WSEV Sevierville, Term.; Cline, Neil, WHAS,
Louisville, Ky.; Clinton, George H., WPAR Par-
kersburg W. Va.; Close, Richard H., NBC Spot
Sales, New York; Cobb, Grover C, KVGB Great
Bend, Kan.; Cobb, Wilton, WMAZ Macon. Ga.;
Codel, Edward, Katz Agency, Inc. New York:
Coe, Dee O., WWCA Gary, Ind.; Coe, Robert,
ABC-TV New York; Cohan, John C, KSBW
Salinas, Calif.; Cohen, Jules, Vandivere, Cohen
& Wearn, Washington, D. C; Cohen, Julius,
George C. Davis, Washington, D. C; Cohen, Nat
L., WGR Buffalo; Cohn, Marcus, Conn & Marks,
Washington, D. C.J Cole, John J., Guild Films Co.,
Inc., New York.
Coley, James L„ WRFS Alexander City, Ala.;
Collins, Alfred H., CKLB Oshawa. Ont.; Collins.
Earl R., Hollywood Television Service Inc., North
Hollywood. Calif.; Collins, J. M., ASCAP. New
York; Collins, Robert, The Pulse. Inc.. New York;
Colman. Ben, Screen Gems. Inc.. New York;
Comte. George, WTMJ-TV Milwaukee: Conger.
Fred L.. KWBW Hutchinson. Kan.: Conner. John
H.. KOOK Billings. Mont.; Connolly. James H.,
San Francisco: Connolly. Joseph T WCAU Phil-
adelphia; Constant. A. H., KBAK-TV Bakers-
field, Calif.; Cook, Charles R., WJPF Herrin, 111.;
Conwell, John O., KOMU-TV Columbia, Mo.;
Cook. Kenneth H„ KTVH Hutchinson, Kans.;
Cooke, Kenneth R„ WGBI Scranton, Pa-
Cooper, Donald H„ WTOP-TV Washington,
D. C; Cooper Jack D., Employers Reinsurance
Corp., Kansas City, Mo.; Cooper, Jim W., WFAA
Dallas; Corken, Maurice, WHBF Rock Island,
111.; Corwin, Sherrill. KAKE-TV, Wichita; Covell.
Arthur E., WKZO-TV Kalamazoo, Mich.; Covey,
Dick, KRNT-TV Des Moines; Covington, J. Rob-
ert, WBT Charlotte. N. C; Cowan, F. A.. A. T.
& T. Co., New York; Cowan, Ken, Broadcasting
• Telecasting, New York; Cowan, Phil, Screen
Gems, Inc., New York; Cowley, Charles C,
Muzak Corp., New York; Craddock, Douglas L„
WLOE Leaksville. N. C; Craig, W. F., WLBC-
TV Muncie, Ind.; Crater, Rufus, Broadcasting •
Telecasting, New York; Crawford, Robert P.,
Michigan State U., East Lansing, Mich.
Crawley, Lee, CHCT-TV; Cribb, Wayne W.,
WTAD Quincy, 111.; Cripe, Jesse. WTVJ Miami;
Crowl, H. K., WAVI, Dayton, Ohio; Crowther,
Frank, WMAZ Macon, Ga.; Crutchfield, Charles
H.. WBT Charlotte, N. C; Culver, John P., WGKA
Atlanta; Culver, Ronald H., Lohnes & Culver,
Washington, D. C; Cundiff, John F., KCRG-TV
Cedar Rapids, Iowa; Cuneen, M. J., WDLA Wal-
ton, N. Y.; Cunningham, Marion. KCSJ Pueblo,
Colo.; Curbow, William B., KWTV Oklahoma
City; Curran, Robert, ABC-TV New York; Curry,
William F„ KTTS Springfield, Mo.; Curtis, Ralph
W., Sr., Walter Reed Army Medical Center, Wash-
ington, D. C.
D
Dahl, Howard, WKBH La Crosse, Wis.; Dallier,
E. W., KTVH Hutchinson, Kan.; Danforth, Harold
P., Sr., WDBO Orlando, Fla.; Dannenbaum, A.
W., Jr., Westinghouse Bcstg. Co., Inc., New York;
Danziger, Jerry, WTTV Bloomington. Ind.; Dau-
benmeyer, Howard, WTRF-TV, Wheeling, W. Va.;
David, George C, George C. Davis Consulting
Engineers Washington, D. C; Davidson, Bryan,
WFIW, Fairfield, 111.; Davidson, William N.,
WRCA New York; Davis, Edward, KDFC-FM
San Francisco; Davis, Walter L., George C. Davis
Consulting Engineers. Washington, D. C; Day,
Carl, WOC Davenport, Iowa.
Deaderick, Joe. WMPS Memphis, Tenn.; Dea-
son, Willard, KVET Austin, Texas; DeDominicis,
Aldo, WHAY, New Britain. Conn.; DeGray, E. J.,
ABC-Radio, New York; DeGroot, Don, WWJ De-
troit; DeLaney, C. Glover, WHEC Rochester,
N. Y.; Demers, Roch, CFCL Timmins, Ont.; Deni-
ous, Jess, Jr.. KGNO Dodge City, Kans.; Dennis,
Harry, WERE Cleveland, Ohio; Denny, Charles
E., Charles E. Denny Tv Radio Broker, Eric, Pa.;
DeRose, Charles N. WHYN Springfield, Mass.;
DeSmit, Donald, WKZO-TV Kalamazoo, Mich.;
Deters, Arthur, Vic Diehm Radio Group, Boston;
Devney, E. J., J. H. McGillvra, New York; Dew-
ing, Harold, WCVS Springfield, HI.
DeWitt, Clyde F., Employers Reinsurance Corp.,
Chicago; DeWitt, John H., Jr., WSM Nashville,
Tenn.; Dickoff, Charles R., WBEV Beaver Dam,
Wis.; Diehl, Max H., General Electric Co., Syra-
cuse, N. Y.; Dillaber, Maynard E., WMVA Mar-
tinsville, Va.; Dillard, Everett L., Commercial Ra-
dio Equipment Co., Washington, D. C; Dillon,
Bob, KRNT-TV, Des Moines; Dinsmore, Richard,
Screen Gems, Inc., Los Angeles; Dippell, Ralph
E., Jr., G. C. Davis Consulting Engineers, Wash-
ington, D. C; Dirks, Dietrich, KTIV Sioux City,
Iowa; Dix, Thomas S., Jr., Philco Corp., Phila-
delphia; Dixon, Donald S., U. of Alabama, Tus-
caloosa, Ala.; Dobin, Paul, Cohn & Marks, Wash-
ington, D. C; Dodson, Eugene B., WSFA-TV
Montgomery, Ala.; Doebler, C. W., CBS-TV
Chicago.
Doerr, William, Jr., WEBR Buffalo; Doherty,
R. P. Tv-Radio Mgmt. Corp., Washington, D. C;
Donegan, Louise N., KPAC Port Arthur, Texas;
Donovan, Robert, KVTV Sioux City, Iowa; Dos-
sey, Norlyn, WD AN Danville, HI.; Doty, Dwight
D., Haley, Doty & Wollenberg, Washington, D. C;
Dougherty, Frank, Harrington, Righter & Par-
sons, Inc., San Francisco; Douglas, Harold,
KMMO Marshall, Mo.; Dreher, Robert L., WGAL
Lancaster, Pa.; Drenthe, William G., WCLM-FM
Chicago; Dresbach, O. T., WPAY Portsmouth,
Ohio; Drewry, R. H, KSWO, Lawton, Okla.; Dud-
elson, Stanley. Screen Gems, Inc., Detroit; Du-
gan, James, KWWL-TV, Waterloo, Iowa; Duke.
Walter A., WDBL Springfield. Tenn.; Dukehart,
Thomas V., WAAM Baltimore; Duncan, C. G„
American Telephone & Telegraph Co., New York;
Dundes, Jules, CBS-Radio, New York; Dunn, Em-
mett B., RCA, New York; Duszak, H„ RCA,
Camden, N. J.; Duvall, Charles F. Fisher, Way-
land, Duvall & Southmayd, Washington, D. C.
E
Eagan, R. Russell, Kirkland. Fleming, Green,
Martin & Ellis. Washington. D. C; Eastman, Rob-
ert E., John Blair & Co., New York; Eastwood,
Clive, CFRB Toronto. Ont.; Ebel, A. James, KOLN-
TV Lincoln, Neb.; Eckersley, Vance L., WGBI
Scranton, Pa.; Edison. Edward, Robert L. Ham-
mett, San Francisco; Edwards. William J., WKNX
Saginaw-Bay City. Mich.: Ehrenberg, Gustave,
Minneapolis Honeywell Regulator Co., Philadel-
phia: Eicholzer. Albert J . WSYR Syracuse, N. Y.;
Ekberg, William A., KFYR-TV Bismarck, N. D.;
Elber. Sam. WERE Cleveland; Ellerman. Gene,
WWTV Cadillac. Mich.; Elliott, K. B.. Houston
Fearless, Los Angeles.
Elliott. Paul. KRNT-TV Des Moines; Elliott,
Wendell. KGNO Dodge City. Kan.; Ellis. Charles
J.. KCHA. Charles Citv. Iowa: Ellis. Robert D..
KKTV Colorado Springs: Ellsworth. William O,
Westinghou-e Broadcasting Co.. Inc.. New York;
Ely. Tom KPIX San Francisco: Enoch. Robert D.,
WXLW Indianapolis: Eppel. Ray. KORN Mitchell,
S. D.; Epperson, Joseph B., WEWS Cleveland;
Broadcasting • Telecasting
April 1, 1957 • Page 93
Essex, Harold, WSJS Winston-Salem, N. C;
Evans, Ralph, WOC Davenport, Iowa; Ewing,
Clayton, WFRV-TV Green Bay, Wis.
F
Faber, Marshall, KBTV Denver; Fagans, Allan
J„ S. R. D. S., New York; Falkenstien, Max,
WREN Topeka; Faraghan, Jay, WGN Chicago;
Faust, A. D., WJRT Flint, Mich.; Feldman. S. E„
ASCAP, New York; Felix, Ernest, WEHT Evans-
ville, Ind.; Ferguson, Robert W., WTRF-TV
Wheeling, W. Va.; Ferri, John V„ WPRO Provi-
dence. R. I.; Ferrise, A. Garen. WMMN Fairmont,
W. Va.; Fetzer, John E., WKZO Kalamazoo, Mich.;
Fiala, Albert M., Jr., WROW Albany, N. Y.; Fied-
ler, Leroy, WKBW Buffalo; Fielder, Ted M.. CFRS
Simcoe, Ont.; Fielding, James F., WCIA Cham-
paign, 111.; Figi, Mig, WAUX Waukesha. Wis.
Filion, Edgar B.. The Meeker Co., Inc., New
York; Finch, J. M., Jr., WFTM Maysville, Ky.;
Fisher, Albert T.. Jr., WOIC Columbia, S. C;
Fisher, Ben C, Fisher, Wayland, Duval & South-
mayd. Washington. D. C; Fisher, C. H., KUGN
Eugene, Ore.; Fitch, Joseph S., S. R. D. S., New
York; Fitzgerald, Edward R., J. Walter Thompson
Co., Chicago; Fitzgerald, Fred, Broadcasting •
Telecasting, Washington, D. C; Fitzgerald. Har-
old, Sesac Inc., New York; Fitzpatrick, Horace,
WSLS Roanoke, Va.; Flaherty, Eugene T., KSCJ
Sioux City, Iowa; Flanders, Robert W„ WFBM-
TV Indianapolis; Fleckensten, William, WHOT
Youngstown, Ohio: Fletcher, Frank U., Spearman
& Roberson, Washington, D. C; Fletcher, Henry
H„ KSEI Pocatello, Idaho; Fletcher, Ruthe A„
KSEI Pocatello, Idaho; Flett, Deane R„ KSLA-
TV Shreveport, La.
Flood, David P., Alford Mfg. Co., Boston; Floyd,
C. W., A. T. & T. Co., White Plains, N. Y.; Floyd.
Joe, KELO-TV Sioux Falls, S. D.; Fones, Henry
N., WDIA Memphis, Tenn.; Foster, Michael J.,
ABC New York; Fotdry, Tsymonf, KTAG-TV
Lake Charles. La.; Fox, Bill, KFMB-TV San
Diego, Calif.; Fox, Joe, WHAS Louisville, Ky.;
Flynn, Glenn, WOW, Omaha; Fogarty, Frank,
WOW Omaha; Foreen, Hilding V., WHVF Wau-
sau, Wis.; Frase, E. C, Jr., WMC Memphis, Tenn.;
Frechette, George T.. WSAU-TV Wausau, Wis.;
Freed, Don, WTRC Elkhardt, Ind.; Freeman, Sid,
Telemat, Los Angeles; Freiert, Willis, WBAL
Baltimore; Friedheim, Robert. World Broadcast-
ing System, Inc., New York; Friedenthal, A.,
WJR Detroit.
G
Gaguine, Benito. Fly, Shuebruk, Blume &
Gaguine, Washington. D. C; Gaines, James W.
WOAL San Antonio. Texas; Gaither, Frank,
WSB Atlanta; Gallimore, J. A., WSNW Seneca,
S. C; Gallimore, J. A. (Mrs.), WSNW Seneca,
S. C; Galuska. Edward. Adler Electronics, Inc.,
New Rochelle, N. Y.; Gamble, Joseph E., KWIP
Merced, Calif.; Gpnzfnhuber, John H., Hughey &
Phillips, Inc., Burbank, Calif.; Garman, William
E., WKBO Harri=burg, Pa.; Garner, W. Eldon,
WKMF, Flint, Mich.; Garten, C. T., WSAZ Hunt-
ington, W. Va.; G?ston, Otis, WKZO Kalamazoo.
Mich.; Geiser, Reginald, Employers Reinsurance
Corp., Kansas City. Mo.; Geist, Henry J., Hughey
& Phillips, Inc., Stamford Conn.; George. Carl E.,
WGAR Cleveland; George, Delores, KSLA-TV
Shreveport, La.
Giaquinto, Joseph E.. ABC-TV New York; Gid-
dens, Kenneth R., WKRG-TV Mobile, Ala.; Gill,
Helen, Gill-Perna Inc., New York; Gillespie,
Henry, Screen Gems. Inc., Chicago; Gihring, H.
E.. RCA. Camden. N. J : Gilbert, Jack. KHOL-
TV, Holdrege, Neb.; Gilmore, John C, Com-
munity Club Awfsrd^, Norfolk, Va.; Gilreath,
Howard, WVOP Vidalia, Ga.; Ginsburg, Charles,
Ampex Corp., Redwood City, Calif.; Gittleson,
Norman A., WMUR-TV Manchester, N. H.; Glenn,
Locke E., WGKA Atlanta; Glycadgis, Bruce,
WJEF Grand Rapids. Mich.; Godt, Gene, WCCO-
TV Minneapolis; Goebel, A. R., A. T. & T. Co.,
Chicago.
Goetz, William E. KFSD San Diego, Calif.;
Goldenson, Leonard H., AB-PT, New York; Gold-
man, Harold, National Telefilm Assoc., New York;
Goldman, Simon. V"TN Jamestown, N Y ;
Goodman, Harry S . H=rry S. Goodman Produc-
tions, New York; Goodnow, Arthur C, Westing-
house Broadcasting Co. Inc., New York- Gore
Theodore, KAKE-TV Wichita; Gorman, Thomas
Y., WEEI Boston; Gottlieb, Ralph. WKBR Man-
chester, N. H.; Grace. F. Cecil, Visual Electronics
Corp., New York: Gr-"->=. Harold, KSD St. Louis;
Grant, Douglas B., WMT Cedar Rapids, Iowa;
Grant, William, KOA Denver; Gray, George J
WLW Cincinnati; Gray, Gordon, WOR-TV New
York.
Grayson. Syd. K°vd Wichita Falls, Texas;
Greely, W. M.; KHOL-TV Holdrege, Nebr.;
Greenberg, Lewis S., Branham Co., Chicago*
Greenmeyer. P.. RCA, Camden, N. J.; Greenwood
James H. WCAE Pittsburgh; Grenier, Theodore
B., ABC-TV Center. Hollywood, Calif.; Gresham
Stokes, Jr., WISH Indianapolis; Griffin, John T
KTVX Tulsa; Griffin. Mike. I. N. S. Telenews'
Chicago; Griffith E T.. RCA, Camden, N. J .;
Griggs. Keith. KAKF-TV Wichita; Grimes, Wal-
ter, Allen Kander & Co., Washington, D. C;
Grimm. David A., The Meeker Co., Inc., New
York; Griswold, Glenn G., KFEQ St. Joseph, Mo.;
Gross, Arthur, Guild Films Co., Inc., New York
Grove, William C, KFBC Cheyenne; Gulick
J. Robert, WGAL Lancaster, Pa.; Guenther, Wal-
ter W.. FCC, Washington. D. C; Gunderson.
Allan, Intermountain Broadcasting & Tv Corp
Salt Lake City; Gi'ndv. Phil. Ampex Corp.. Red-
wood City. Calif.; Gunn, Hartford, N., Jr., WGBH-
FM Cambridge Mass.; Gureckis, Peter, V., John
H. Mullaney Consulting Radio Engineers, Wash-
ington, D. C; Guth. Raymond E.. WOC Daven-
port, Iowa; Guy, Raymond F., NBC, New York;
Guzewicz, Henry J., Stainless, Inc., North Wales,
Pa.
H
Haaften, C. Van, KTWO-TV Casper, Wyo.;
Haeg, Larry, WCCO Minneapolis; Haerle, John
M., Collins Radio Co., Cedar Rapids, Iowa;
Hagen, Raymond, TelePrompTer Corp., New
York; Hagerty, George E., Westinghouse Broad-
casting Co., Inc., New York; Haines, Homer M.,
WNAE, Warren, Pa.; Hairgrove, Jim, KFRD
Rosenberg, Texas; Hale, Harold H., KWBB
Wichita, Kan.; Haley, Andrew G., Haley, Doty &
Wollenberg, Washington, D. C; Haley, Arthur E.,
WORL Boston; Hall, Edward, CBS, New York;
Hall, Gladys, Broadcasting • Telecasting, Wash-
ington, D. C; Hall, J. Milton, KWBB Wichita,
Kan.; Hall, Payson, Meredith Radio & Television,
Des Moines; Halle, Charles F., WMUR-TV Man-
chester, N. H; Hallinan, Charles, WKOP Bing-
hamton, N. Y.
Hamilton, Arthur. WRCA New York; Hamilton,
Charles E., KFI Los Angeles; Hamilton, G. Ed-
ward, ABC, New York; Hamilton, Ray V., Hamil-
ton, Stubblefield, Twining & Assoc., Inc., Chicago;
Hammerschmidt, A. L., NBC, New York; Ham-
mett, Robert L., Consulting Engineer, San Fran-
cisco; Hance, Kenneth M., KSTP St. Paul-Minne-
apolis; Hancock. Paul. NBC, New York; Hanlon,
Jim, WGN Chicago; Hanna, Michael R.; WHCU
Ithaca, N. Y.; Hannon. W. A., Employers Rein-
surance Corp., Kansas City. Mo.; Hansen, Carroll,
CBS New York; Harden, W. Frank, WIS Colum-
bia, S. C: Hardesty, John F., Radio Advertising
Bureau, Inc., New York; Harkrader, John W.,
WDBJ Roanoke, Va.; Harmon, Ralph N., West-
inghouse Broadcasting Co., Inc., New York; Har-
per, Richard A., MGM-TV New York.
Harrington, John E. Jr., Harrington, Righter &
Parsons, Inc., New York; Harris, Burt, KTWO-TV
Casper, Wyo.; Harris, C. L., WGRC Louisville,;
Harris, Jack, KPRC Houston, Texas; Harrison,
Gerald. WMAS Springfield, Mass.; Hartenbower,
E. K., KCMO Kansas City, Mo.; Harter, Robert
H., WHO Des Moines; Hartford, George F.,
WTOP-TV Washington, D. C; Hartley, J. Harri-
son, WEWS Cleveland; Harvey, George W„
WFLA Tampa, Fla.; Harvey, Jack V., Blackburn
& Co., Washington, D. C; Harwood, Kenneth,
Univ. of Southern California, Los Angeles; Hastie,
Kenneth L., WMT Cedar Rapids. Iowa; Hatch,
Vern R., A. T. & T. Co., New York; Hatcher,
Ralph, ABC-TV New York; Hathaway, D. L.,
KSPR, Casper, Wyo.
Hausman, Louis, CBS New York; Havens, Wil-
bur M., WTVR Richmond, Va.; Hawkins, Lloyd,
KRTN Raton, N. Mex.; Hayden, J. Roger, Dres-
ser-Ideco, Columbus, Ohio; Hayes, Arthur Hull,
CBS-RADIO New York; Hayes, Gordon, CBS-
RADIO New York; Hayes, Howard B., WOKO
Albany, N. Y.; Hayes, Jchn S., WTOP Washing-
ton, D. C; Hayes, Susan, WOKO Albany, N. Y.;
Head, Howard T., A. D. Ring & Associates, Wash-
ington. D. C; Head, Svdney W.. APBE; Hedges,
William S., NBC New York; Hedrick, Phil, WSJS
Winstcn-Salem, N. C; Heinecke, Alice, Sesac
Inc., New York; Heller, C. B., WIMA Lima, Ohio;
Hembrooke, Emil F., Muzak Corp. New York;
Henderson, W. C, KSLA-TV Shreveport, La.;
Hendrix, Cliff, KCSJ Pueblo. Colo.; Hennessey,
Philip J., Jr., Segal, Smith & Hennessey, Wash-
ington, D. C.
Henzel, John R„ WHDL Olean, N. Y.; Herbst,
Edna A. (Miss), KCRG-TV Cedar Rapid, Iowa;
Herbuveaux, Jules, WNBQ Chicago; Herman,
A. M., WBAP Fort Worth, Texas; Hernreich,
George, KNAC-TV Fort Smith, Ark.; Herold,
Joseph, KBTV Denver; Hess, F. LeRoy, S. R.
D. S., Evanston, 111.; Hickox, Sheldon B., NBC
Hollywood, Calif.; Hiebert, A. G., KTVA Anchor-
age, Alaska; Higgins, Leonard H., KTNT-TV
Seattle-Tacoma; Hilberg, Henry, WEHT Evans-
ville, Ind.; Hill, E.. RCA Camden, N. J.: Hill,
Harry, WFRV-TV Green Bay, Wis.; Hillebrand,
W. A., WMHE Toledo, Ohio; Himmel, Martin,
Dunnan & Jeffrey, New York.
Hirsch, Oscar C, KFVS Cape Girardeau, Mo.;
Hirsch, Robert O., KFVS Cape Girardeau, Mo.;
Hix, Robert, KOA Denver; Hixenbaugh, George,
WMT Cedar Rapids, Iowa; Hobler, Herbert W.,
TelePrompTer Corp., New York; Hochhauser,
Edward, Jr.. Muzak Corp., New York; Hoffman,
Karl B., WGR Buffalo; Hoffman, Phil, KLZ Den-
ver; Hogan. Thomas P.. WPFB Middletown, Ohio;
Hohndorf, Paul, KPRC-TV Houston, Texas; Hol-
ben, Robert, WTVH Peoria. 111.; Holbrook, R. A.,
WSB Atlanta; Holcomb, Douglas, WGBI Scranton,
Pa; Holcomb, Madge Megargee, WGBI Scranton,
Pa.
Holder, James B., WINC Winchester, Va.; Holm,
William, WLPO LaSalle, 111.; Holtman, H. B.,
WAVE Louisville; Hoos, William. WFBR Balti-
more; Hopkins, A. R.. RCA Camden, N. J.;
Hornsby, Len. WVDA Boston; Horton. Keith W.,
WELM Elmira, N. Y.; Hough. Harold. WBAP Fort
Worth, Texas; Hovel. Ben F., WKOW Madison,
Wis.; Howard, Leo, WEAU-TV, Eau Claire, Wis.;
Howard, Thomas E., WBT Charlotte, N. C; Hub-
bard. J. H., KTXL-TV. San Angelo, Texas: Hub-
bard, Stanley E., KSTP St. Paul-Minne?polis;
Hucaby, Ralph L., WLAC-TV Nashville. Tenn.;
Hudson, W. E., WAVE-TV Louisville: Hueiner,
Robert A., WCCO-TV Minneapolis; Hulick,
Henry. Jr., WPTF Raleigh, N. C; Hunt, Clvde
M , WTOP Washington. D. C; Hunter, Charles,
Northwestern Univ., Evanston, 111.; Huntress,
Frank G., Jr., KBNS San Antonio, Texas; Hyams,
Jerry, Screen Gems. Inc., New York; Hyland,
Robert, KMOX St. Louis.
I
Iglehart, Raymond W., WPFB Middletown,
Ohio; Ing, George W., KONO San Antonio, Texas;
Ingram Alan, S. R. D. S., Evanston; Inman, Don
E , KWWL-TV Waterloo, Iowa; Ioset, Don, WPIT
Pittsburgh, Pa.
J
Jackson, Aubrey, KGNC-TV Amarillo, Texas;
Jackson, Richard E., WSAL Logansport, Ind.;
Jackson, William J., KBNS San Antonio, Texas;
Jacobs, Bernard, WFMT Chicago; Jacobs, George
G., KOTV Tulsa; Jacobs. Harry N., KGO-TV San
Francisco; Jacobson, Daniel, FCC Washington,
D. C; Jaeger, C. P., MGM-TV New York;
Jahncke, Ernest Lee, Jr., New York; James,
Edwin H., Broadcasting • Telecasting, Washing-
ton, D. C; Jefferay, William W., KXLW St. Louis;
Jeffers, Charles, WOAI San Antonio, Texas; Jen-
kins, Eugene F.. KLZ-TV Denver; Jennes, Ernest
W.. Assn. of Maximum Service Telecasters. Inc.,
Washington, D. C; Jensen, J. Allen, KSL Salt
Lake City; Jett, E. K., WMAR-TV Baltimore;
Jewett, Carlton, The Meeker Co.. Inc., Chicago;
Jcbes. Ray, WVET Rochester, N. Y.; Johler, Ray,
KSD-TV St. Louis.
Johnson, Albert D., KENS San Antonio, Texas;
Johnson, E. M., WCAW Charleston. W. Va.; John-
son, Howard A., WIBA Madison, Wis.; Johnson,
Leslie C, WHBF Rock Island, 111.; Johnson, Mer-
rill C, WGL Ft. Wayne. Ind.; Johnson, Mott M.,
KFDM-TV Beaumont, Texas; Johnson, Wallace
E. . FCC Washington, D. C; Johnson, William E.,
KYNT Yankton, S. Dak.; Johnson, William L.,
WJMS Ironwood, Mich.; Johnston, Henry P.,
WAPI Birmingham. Ala.; Johnstone. G. W.. Nat'l.
Assn. of Mfrs., New York; Jolley, R. A., WMRC
Greenville, S. C; Jones, J. Grayson, Conrac, Inc.,
Glendora, Calif.; Jones, Kathryn, WJET, WHOT
Erie. Pa. -Youngstown, Ohio; Jones, Myron,
WJET WHOT Erie, Pa. -Youngstown. Ohio; Jones,
Robert A., W. F. Kean Consulting Engineers,
Riverside, 111.; Jones, William, Pye Canada
Limited, Toronto, Ont.
K
Kahle, Douglas D.. KWG Stockton, Calif.;
Kahn, Irving B., TelePrompter Corp., New York;
Norman C, WAAM Baltimore; Kaland, William
J.. Westinghouse Broadcasting Co., Inc., New
York; Karol, John, CBS-Radio New York; Kas-
sens, Harold L.. FCC Washington, D. C; Kaye.
Richard L.. WCRB Waltham, Mass.; Kean, Walter
F., W. F. Kean Consulting Engineers, Riverside,
111.; Kearl, Wayne, KENS-TV San Antonio, Texas;
Kearney, Don L., ABC Film Syndication, New
York; Keese, Alex, WFAA Dallas; Keesee, Fred-
erick L., WMBO Auburn, N. Y.; Keim, Edwin
L.. WWVA Wheeling, W. Va.; Kelley, Boyd,
KTRN Wichita Falls, Texas; Kelley, Gaines,
WFMY-TV Greensboro, N. C.
Kellner, Morris S., Katz Agency, Inc., New
York; Kelly, Arthur W., WHAM Rochester, N. Y.;
Kelly. Edward H., RCA New York; Kelly, Ewing
C. KCRA-TV Sacramento, Calif.; Kelly, Robert,
Harry B. Cohen Advertising Inc., New York;
Kelser, Philip L„ Philip L. Kelser & Associates,
New York; Kemp. Charles. Gill-Perna, Inc., New
York; Kennedy, John. NBC Los Angeles; Ken-
nedy, Raymond L., WRVA Richmond; Kennedy,
William, J. Walter Thompson Co.. Chicago; Ken-
ney. T. C. KDKA Pittsburgh, Pa.; Keough. Em-
mett, KSWO Lawton, Okla.; Kerman, Arthur,
Govenor Television Attractions. Inc., New York;
Kidd, N. W., WAYB Waynesboro, Va.; Kiichli,
Jeff, KGHL Billings, Mont.; Kiley, William F.,
WFBM Indianapolis; Kilian, James J., WAAM
Baltimore.
Kilpatrick, Leroy E., WSAZ-TV Huntington,
W. Va.; King, Paul L., WOHO Toledo. Ohio; King,
William C, Jr., WVEC Norfolk, Va.; Kirksey,
T. W„ KWWL-TV Waterloo, Iowa; Klatt, John
F., S. R. D. S. Evanston. 111.; Klaus. Dick, WERE
Cleveland; Klink, Granville, WTOP-TV Wash-
ington, D. C; Knight, D. T„ KODE. Joplin, Mo.;
Knodel, J. W., Avery-Knodel, Inc., Chicago;
Kobak, Edgar. WTWA Thomson, Ga.; Kocher,
C. F., WXYZ Detroit: Koehler, Frank E., WDBJ
Roanoke, Va.; Koelker, Tony, KMA Omaha;
Koessler, Walter, WGBS-TV Miami; Kolar, Bar-
bara, Broadcasting • Telecasting, Chicago; Kolata,
Carl. WTTN Watertown, Wis.; Kop*. Daniel W„
WAVZ New Haven, Conn.; Korenchen, George,
KNUJ New Ulm, Minn.; Koster. H. William,
WEAN Providence; Koteen, Bernard, Koteen &
Burt. Washington, D. C; Kozanowski, H„ RCA
Camden, N. J.
Kramer, Worth, WJR Detroit: Kreider, Ken-
neth L., WGAL Lancaster, Pa.; Krueger, Herbert
L., WTAG Worcester, Mass.; Kugel. Frederick A.,
Television Magazine, New York; Kusack. W. P.,
WBKB Chicago; Kusack. William. WBKB Chi-
cago; Kuykendall. Abe, WREC Memphis, Tenn.
L
Lackey, F. Ernest, WHOP Hopkinsville, Ky.;
Lackey, Hecht S., WSON Henderson, Ky.; La-
bunski, Stephen B., WDGY Minneapolis; Laeser,
Phillip, WTMJ-TV Milwaukee; LaForge, E. E„
Employers Reinsurance Corp., New York; Lahey,
James L., Dage Television Div. Thompson Prod-
ucts. Inc., Michigan City, Ind.; Laing, Malcolm,
ABC-TV New York; Lamb, M. J., WIMA-TV
Lima, Ohio; Lambe, Robert M.. WTAR Norfolk,
Va.; Lambert, Edward C, KOMU-TV Columbia,
Mo.; Land, Thomas S., WFIW Fairfield, 111.;
Landis, Dewitt, Hamilton Stubblefield, Twining
& Assoc., Inc.. Dallas; Lane, C. Howard, KOIN-
TV Portland, Ore.; Lane, Frank S., KRMG Tulsa:
Lanford, T. B., KRMD Shreveport, La.; Lang,
Robert L., Hughey & Phillips. Inc., Chicago;
Langlois, C. O., Jr., Lang-Worth, New York;
Langlois, John D., Lang-Worth, New York.
Lansing, Gerry, KLTV Tyler, Texas; Lansing,
Lucille, KLTV Tyler, Texas; Lapkin, Nat, WTRI
Albany, N. Y.; Larsen, Dale, KTVH Hutchinson,
Page 94 ♦ April 1, 1957
Broadcasting • Telecasting
ALL V
ION TE^
thm, Telechroma Video Transmission Test Equipment is available as a completely portable
12'/," standard-rack mounting unit.
Everyday these Test Signals generated by Telechrome equipment, are transmitted Coost-to-
toost by NBC, CBS, ABC, the Bell System, Canadian Bell and leading independent TV stations
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TV centers thus check incoming video signals.
The compact, inexpensive, portable Model 1003-B is all that is required to generate signals
fee local and remote performance checking of your entire video, cable, or micro wave facilities.
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STAIRSTEP SIGNAL modu-
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amplitude linearity and dif-
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Model 1003 C includes vari-
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Model 608-A HI-L0 CROSS
FILTER for Signal analysis.
_ m
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MODULATED STAIRSTEP sig-
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Ihecks differential amplitude
MODULATED STAIRSTEP sig-
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-A OSCILLOS
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Broadcasting • Telecasting
April 1, 1957 • Page 95
Kans.; Larson, C. A., Meredith Radio & Tele-
vision, Des Moines; Larson, G. Bennett, Inter-
mountain Broadcasting & TV Corp., Salt Lake
City; Lasker, H. Peter, Crosley Broadcasting
Corp., New York; Lasky, Philip G., KPIX San
Francisco; Lasko, Edwin J., WSJV-TV South
Bend-Elkhart, Ind.; Laux, John J.. WPIT Pitts-
burgh, Pa.; Lawhon, J. D., WMAZ Macon, Ga.;
Lawlor, Boyd, WWCA Gary, Ind.; Lawrence,
Richard, World Broadcasting System, Inc., New
York; Lawrence, Val, KROD-TV, El Paso, Texas;
Layman, Carroll, Harrington, Righter & Parsons,
Inc., Chicago; Layman, Mike, WSFC Somerset,
Ky.; Layne, C. N, KID-TV Idaho Falls, Idaho.
Leach, Harold H., Alford Mfg. Co., Boston;
Leake, James C. KTVX Tulsa; Leavitt, Mel,
WDSU New Orleans, La.; LeBel, C. J. Audio De-
vices, Inc., New York; Lebsock, Robert, KTWO-
TV Casper, Wyo.; Lee, Carl E., WKZO-TV Kala-
mazoo, Mich.; Lee, Terry H., KOVR-TV Stockton,
Calif.; Leeman, Al, WKBH La Crosse, Wis.; Lei-
bach, Jay, WLEC Sandusky, Ohio; Leitch, John
G., WCAU Philadelphia; Lemly, F. W., Phelps
Dodge Copper Products Corp., New York; Lemon,
Robert, WTTV Bloomington, Ind.; LeMoyne,
Joseph, WPFB Middletown-Portsmouth, Ohio;
Leonard, Joe M., Jr., KGAF Gainesville, Texas.
Leslie, John, Ampex Corp., Redwood City,
Calif.; Levi, Win, Broadcasting • Telecasting,
New York; Lewin, Richman, KTRE Lufkin,
Texas; Lewis, Robert, Television Magazine, New
York; Lewis, William J., WCDA Albany, N. Y.;
Linam, Henry E., KSLA Shreveport; Linam,
Winston B., KSLA-TV Shreveport, La.; Lind,
A. H., RCA, Camden, N. J.; Lindberg, Carl L.,
WPIK, WOKO Alexandria, Va./Albany, N. Y.;
Lindberg, Mary V., WPIK, WOKO Alexandria,
Va./Albany, N. Y.; Lindell, Richard L., WTAR
Norfolk, Va.; Linder, Bill, KWLM Willmar,
Minn.; Lindow, Lester W., Assn. of Maximum
Service Telecasters, Inc., Washington, D. C;
Link, Louis J.. WSUN St. Petersburg, Fla.; Little,
Lee, KTUC Tucson; Livesay, Ray, WLBH Mat-
toon, 111.; Livingston, Sam. WPSD-TV Paducah,
Ky.; Lloyd, C. G., General Electric Co., Syracuse,
N. Y.; Locke, C. B., KFDM Beaumont, Texas;
Lockwood, Edward C, WGBS Miami.
Loeb, Howard M., KRIZ Phoenix; Loers, Lloyd
D., KGLO Mason City, Iowa; Lohnes, George M.,
Lohnes & Culver, Washington, D. C; Long,
Maury, Broadcasting • Telecasting, Washington,
D. C; Lorentz, Edward F., Commercial Radio
The improved PROFESSIONAL JR.* Tripod with re-
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FRANK C. ZUCKCR
(^flmeRfl G^uipitkiit (o.jnc.
Dept. B 315 West 43rd Street, New York 36, N. Y.
Page 96 • April 1, 1957
Equipment Co., Washington, D. C; Loucks, Philip
G. , Loucks, Zias, Young & Jansky, Washington,
D. C; Love, Edgar J., WWJ Detroit; Loyet, Paul
A., WHO Des Moines; Lucia, Ray, WHAM Ro-
chester, N. Y.; Luddy, E. N, RCA, Camden, N. J.;
Lund, Harold C, KDKA-TV Pittsburgh; Lyford,
E. B., NBC, New York; Lyke, Ervin F., WVET
Rochester, N. Y.; Lynch, Charles, WKZO-TV
Kalamazoo, Mich.
M
MacFarland, F. R., A. T. & T. Co., New York;
Mackey, David R., Boston University, Boston;
MacMillan, Lowell H., WHEC Rochester, N. Y.;
Magee, Robert G., WHUM Reading, Pa.; Mal-
carney, A. L., RCA, Camden, N. J., Malone Ed-
ward A., KIEM. Medford, Ore.; Maloney, Evan
J., Collins Radio Co., Cedar Rapids, Iowa;
Malter, N. J., WBEN-TV Buffalo; Manning,
Robert J., WHLD Niagara Falls, N. Y.; Manrov,
William M., WAVY-TV Norfolk, Va.; Manship,
Douglas L., WBRZ Baton Rouge, La.; Mapham,
Neville W., Canadian General Electric, Toronto,
Ont.; Marks, Leonard H., Conn & Marks, Wash-
ington, D. C; Marsh. Bill, WREC Memphis,
Tenn.; Marshall, Clifford B., Blackburn & Co.,
Atlanta; Marshall, Glenn, Jr., WMBR-TV Jack-
sonville, Fla.
Martin, Jack, CBS-Radio, New York; Martin,
Jerrold L., WKMH Dearborn, Mich.; Martin, Joe,
WDSC Dillon, S. C; Martin, Ray L., Collins Ra-
dio Co., Cedar Rapids, Iowa; Martin, Stuart T.,
WCAX Burlington, Vt.; Marts, Carroll, MBS Chi-
cago; Marx, Frank, ABC New York; Mason,
Robert T., WMRN Marion, Ohio; Mathiot, J. E.,
WGAL Lancaster, Pa.; Matthews, Joseph B.,
Community Club Awards, Norfolk, Va.; Matthews,
Joseph R., A. C. Nielsen Co., Menlo Park, Calif.;
Maudlin, Howard, KTNM Tucumcari, N. Mex.;
McCabe, Aloysius B., Kirkland, Fleming, Green,
Martin & Ellis, Washington, D. C; McGannon,
Donald H., Westinghouse Broadcasting Co., Inc.,
New York; McCausland, Pete, TelePrompTer
Corp., New York; McClanathan, George, KPHO
Phoenix; McClymonds, Clyde C, Storer Broad-
casting Co., Miami Beach; McCollough, Clair,
WGAL Lancaster, Pa.; McConnell, C. Bruce,
WHBU Anderson, Ind.; McConnell, James V.,
Venard, Rintoul & McConnell Inc., New York;
McConnell, Robert B., WISH Indianapolis.
McDermott, Gerard B., KBUR Burlington,
Iowa; McDermott, John, WJBC Bloomington, HI.;
McDermott. Mrs. G. B., KBUR Burlington, Iowa;
McDougald, Worth, University of Georgia,
Athens, Ga.; McElroy, R. J., KWWL-TV Water-
loo, Iowa; McFadden, Thomas B., NBC New
York; McGrath, William B., WHDH Boston; Mc-
Guineas, William, WGN Chicago; Mcintosh,
Robert J., WWJ Detroit; McKay, R. M., Jr.,
WKRM Columbia. Tenn.; McKearney, Miles C,
Foster & Davies, Inc., Cleveland; McKenna, J. R.,
Philco Corp., Philadelphia; McKenna, James A.,
McKenna & Wilkinson, Washington, D. C; Mc-
Kenzie, Stan, KWED Segquin, Texas; McKinxie,
Max., WVOP Vidalia, Ga.; McNaughten, N. K.,
RCA, Camden, N. J.; Meeker, Robert C, KCOH
Houston, Texas; Meeker, Robert D. C, The
Meeker Co., New York.
Megargee, Mary, WGBI Scranton, Pa.; Meier,
Evans. WJAG Norfolk, Neb.; Melson, William,
WBT Charlotte, N. C; Melville, Clyde B., KTXL-
TV San Angelo, Texas; Mendelsohn, Monroe,
MGM-TV New York; Mendelson, Robert P.,
WJNC Jacksonville, N. C; Menke, Don, WFBM-
TV Indianapolis; Mercer, Donald, NBC New
York; Merkle, Joseph. ABC-TV New York; Merla,
Michael L., WBNY Buffalo; Merritt, Bill, Broad-
casting ' Telecasting, Hollywood; Meyers, Carl J.,
WGN Chicago; Meyers, Howard B., Venard, Rin-
toul & McConnell Inc., New York; Michael, Jack,
WREC Memphis, Tenn.; Middleton, Warren,
Broadcasting • Telecasting, Chicago; Midlen,
John H.. Attorney, Washington, D. C; Mikita,
Joseph K.. WROW Albany, N. Y.; Millar, George
M., WKMH Dearborn. Mich.
Miller, A., RCA, Camden, N. J.; Miller, C. E.,
KOMO Seattle; Miller. Clare I.. WORK York, Pa.;
Miller, Harold E., WGAL Lancaster, Pa.; Miller,
John J., Community Club Awards, Norfolk, Va.;
Miller, Kenneth W.. FCC. Washington, D. C.J
Miller, Neville, Miller & Schroeder, Washington,
D. C; Miller, Roy, Katz Agency, Inc., Chicago;
Miller, Samuel, Attorney, Washington, D. C;
Milsten, David, Sesac Inc., New York; Miner,
Bob, Ampex Corp., Redwood City, Calif.; Minton,
Robert W., WIBC Indianapolis; Mitchell, Frank,
KIMA Yakima. Wash.; Moe. Anton J., WGBI
Scranton, Pa.; Monahan, Richard J., WAVZ New
Haven, Conn.; Moore. Dale G., KBMN Bozeman,
Mont.; Moore, F. S., WJR Detroit; Moore, James
H. , WSLS Roanoke. Va.; Moore, Louis J. F., The
Meeker Co., Inc., New York; Moore, Richard A.,
KTTV Los Angeles.
More, Herbert R., Kliegl Bros., New York;
Moreland, Earl, WMCT Memphis, Term.; More-
land, William J., Conrac Inc., Glendora, Calif.;
Moritz, K. C, Philco Corp., Philadelphia; Mo-
reney, J. M., WFAA Dallas: Moroney, Jim Jr.,
WFAA Dallas; Morris, David H., KNUZ Houston,
Tex.; Morris, George, RKO Teleradio Pictures,
Chicago; Morris. R. M.. ABC, New York; Morris,
Truman A., WBEX Chillicothe, Ohio: Moseley.
Thomas B.t Continental Electronics Mfg. Co.,
Dallas; Motley, Lyle C. WBTM Danville, Va.;
Motley, Ray, WMOH Hamilton, Ohio; Moudy,
Dale, KOWH Omaha; Muehlenbeck, James B.,
WHLS Port Huron, Mich.; Mullaney, John H.,
John H. Mullaney Consulting Radio Engineers,
Washington, D. C.
Mullin, Earl, ABC, New York; Munkhof, Soren
H., WFRV-TV Green Bay. Wis.: Murdoch, D.
Lennox, KSL-TV Salt Lake City: Murphy, Kie-
ran T., Crosley Broadcasting Corp., Cincinnati;
Broadcasting • Telecasting
4
TARZIAN HAS DEVELOPED AND OFFERS EQUIPMENT TO
MEET VARIED REQUIREMENTS OF ALL TV STATIONS
SPECIFICATIONS
Electrical Characteristics
VISUAL
AURAL
Emission
A5
F3
Frequency Range
Channels 2-13
Channels 2-13
Rated Power Output
250 Watts Peak
1 KW Peak
125 Watts
600 Watts
RF Output Impedance
50/51.5 ohms
50/51.5 ohms
RF Output Connection
Vt" Flange
Vt" Flange
Carrier Frequency Stab.
±1 KC
+ 4 KC
Input Impedance
75 ohms
600/150 ohms
Input Level
1-2.5 volt p-p
±10±2dbm
Mm
POWER REQUIREMENTS: 220v AC Single Phase
3 WIRE grounded neutral
$17,000
Typical of the Tarzian product line is this 250 watt trans-
mitter. The visual portion of the transmitter is designed to
deliver a standard AM signal of 250 watts peak power,
when a composite video signal is fed to the visual trans-
mitter input. With the aural portion, the equipment makes
up a complete 250 watt television transmitter, the output
of which — after diplexing — may be fed into a suitable
television antenna. Transmitter can be used — without mod-
ification— as the driver for a 1 KW transmitter, and in
addition, the 1 KW transmitter can be used as a driver
to go to higher power.
Sarkes Tarzian can supply you with a complete low
power Television Station for less than $45,000. Write for
our new 1957 catalogue of complete broadcast equip-
ment. Or, better still, visit our plant; see the equipment in
operation, and get complete details first-hand.
Sarkes Tarzian, Inc.
BROADCAST EQUIPMENT DIVISION
Bloomington, Indiana
See Our Display
SPACE #12 NARTB CONVENTION
Conrad-Hilton • April 7-11
Broadcasting • Telecasting
April 1, 1957 • Page 97
Here's the only
Special Effects, Montage, etc.
Page 98 • April 1, 1957
3. Switch action makes all contacts
simultaneous within one milli-
second.
4. Holds differential gain within
0.1 db.
5. Limits differential phase to below
0.1 degree.
6. Perfect input match to 75 ohm
line . . . requires no high fre-
quency compensation . . . flat to
7mc.
7. Module design permits 10 or 15
inputs and 2, 4 or 6 outputs
per switch.
8. 10 x 6 switch requires only 21"
of rack space . . . Controls grouped
for easy identification and oper-
ation.
Broadcasting • Telecasting
proven TV switching system
for all color and monochrome!
New Philco switch provides centralized— transientless— control of
simultaneous color . . . coded-color . . . monochrome for studio control, master control or transmitter
Before you expand station facilities or update
present equipment . . . get the facts on simultaneous
switching from Philco. This new switch offers sig-
nificant savings over other systems in requirements
for video processing equipment . . . handles TV
color or monochrome — composite or non-composite
— by remote control.
Only the new Philco switching system permits
use of a single color or two colors alone. The
scope of special program effects is greatly increased
since switching can be accomplished before the
signal has been color coded.
Audio switching, sync insertion, tally-lights and
change from color to monochrome may be easily
interlocked with video switching. Low voltage DC
Relays eliminate costly video cabling. This new
switching system has been proven over thousands
of hours of operation on RGB and composite
switching. Life tested for more than a million switch-
ing cycles without maintenance or failure.
SEE THIS SWITCH AND THE COMPLETE CINESCANNER SYSTEM DEMONSTRATED AT NARTB,
CONRAD HILTON HOTEL, CHICAGO, APRIL 7-11, BOOTH #11
m
Trlrfismitter
PHILCO. CORPORATION
GOVERNMENT AND INDUSTRIAL DIVISION
Philadelphia 44, Pennsylvania • In Canada — Philco Corporation of Canada Limited, Don Mills, Ontario
Broadcasting
Telecasting
April 1, 1957 • Page 9
Murphy, John T., WLW-TV Cincinnati; Murphy,
Thomas S., WCDA Albany, N. Y.; Murray, Dana,
Ail-Canada Radio Facilities Ltd., Toronto, Ont.;
Murray, PauTTT, The Meefer Co. Inc., New York;
Murray, W. R., WKAZ Charleston, W. Va.; Mus-
selman, B. Bryan, WSAN AUentown, Pa.; Myers,
Robert L., WCIA Champaign, 111.; Myers, W. F.,
Sesac Inc., New York.
N-O
Nahas, Fred, KXYZ Houston, Tex.; Nason,
Richard E., WGBI Scranton, Pa.; Neal, Harold
Jr., WXYZ Detroit; Neary, J. F., Lehigh Struc-
tural Steel Co., New York; Needs, William R.,
WGBS-TV Miami; Nelson, C. E., Utility Tower
Mfg. & Fab., Oklahoma City; Nelson, Ivar,
KFYR-TV Bismarck, N. D.; Newby, Harold H.,
KAKE-TV Wichita; Newton, I. T., RCA, Camden,
N. J.; Nichols, Dean C, KOMW Omak, Wash.;
Nirnmons, Ralph, WTVJ Miami; Niven, Harold,
Ohio State U., Columbus.
Nolte, Vernon A., WJBC Bloomington, 111.;
Nopper, C. G., WMAR-TV Baltimore; Norman,
Hugh R., The Norman Co., Davenport, Iowa;
North, John E., WDXI-TV Jackson, Tenn.; Nor-
throp, Johnston F., J. H. Whitney & Co., New
York; Nostrand, Lew Van, WMT Cedar Rapids,
Iowa; Nunan, Thomas R. Jr., WGAL, Lancaster,
Pa.; Nybo, Ken, KBMY Billings, Mont.
O'Connell, Raymond T., NBC, New York;
O'Connor, Timothy A., Allen Kander & Co.,
Chicago; O'Daniel, Joseph E., WTVW Evansville,
Ind.; O'Donnell, Frank J., RCA, New York;
O'Donnell, William C, KXOK St. Louis; Odson,
Robert L., WMOH Hamilton, Ohio; O'Hara, J. M.,
WMAN Mansfield, Ohio; O'Harrow, John W.,
WKZO Kalamazoo, Mich.; Oliphant, Paul, WLAC
Nashville, Tenn.; Olson, Kenneth, WDGY Min-
neapolis; Onken, Carl, WTTV Bloomington, Ind.;
Osbon, John, Broadcasting • Telecasting, Chi-
cago; Outler, John M., WSB Atlanta.
P-Q
Pack, Richard M., Westinghouse Broadcasting
Co. Inc., New York; Page, Allen, KGWA Enid,
Okla.; Page, Kenneth J., S. W. Caldwell Ltd.,
Toronto, Ont.; Paltridge, J. G., KROW Oakland,
Calif.; Pamphilon, L. Edward, USIA, Washing-
ton, D. C; Pardoll, Arthur S., Foote, Cone &
Belding, New York; Parham, Carter M., WDEF
Chattanooga, Tenn.; Paris, Herman M., WWDC
Washington. D. C; Park, Warren S. Jr., WMUR-
TV Manchester, N. H.; Parks, Sherwood R.,
KVOE Emporia, Kan.; Parsons, James O. Jr.,
Harrington, Righter & Parsons Inc., New York;
Partridge, David E., Westinghouse Broadcasting
Co. Inc., New York; Patt, John F., WJR Detroit;
Patterson, Helen, WRCP-TV Chattanooga, Tenn.;
AMPEX AUTOMATIC BROADCASTING
AN EVOLUTION NOT A REVOLUTION
It is a building block system that
adapts automatic
broadcasting gradually
to your existing equipment,
programming and
personnel. It repays its
price in a hurry —
a buy-as-you-earn
way to evolve a
more profitable
station
operation.
See it m action
att^c NARTB (fatventicM,
Ampex Exhibit, Room 602-A, Conrad Hilton Hotel
Or write Ampex, 934 Charter St., Redwood City, Calif.
Page 100 • April 1, 1957
Patton, Billy, WJAR Providence.
Paxton, E. J. Jr., WPSD-TV Paducah, Ky.;
Payne, Mather M., WRGA Rome, Ga.; Peace, B.
H. Jr., WFBC-TV Greenville, S. C; Peffer, John
C, WTAR Norfolk, Va.; Pendleton, W. E., WMAZ
Macon, Ga.; Perkins, George M., WROW Albany,
N. Y.; Perna, John J. Jr., Gill-Perna Inc., New
York; Persons, C. P. Jr., WKRG-TV Mobile, Ala.;
Persons, Charles B., WELY Ely, Minn.; Persons,
June A., WELY Ely, Minn.; Petersmeyer, C.
Wrede, J. H. Whitney & Co., Tulsa; Peters,
Francis J., WMRN Marion, Ohio; Peterson, E.
Richard, Keystone Broadcasting System Inc.,
Chicago; Peterson, Edwin R., Keystone Broad-
casting System Inc., Chicago; Peterson, Howard
O., KTVH Hutchinson, Kan.; Peterson, Roger,
Jansky & Bailey Inc., Washington, D. C; Peter-
son, Thomas, CBS, New York; Petrik, Jack,
KETV Omaha.
Petry, Edward, Edward Petry & Co. Inc., New
York; Phillips, Elaine (Miss), WDSU-TV New
Orleans; Phillips, Hal, WTVH Peoria, 111.; Piano,
Vincent, The Meeker Co. Inc., New York; Pieper,
John, WILY Pittsburgh; Pierce, Morie, WINT
(TV) Ft. Wayne, Ind.; Pierce, Theodore, WEST
Easton, Pa.; Pierce, W. F., S. R. D. S., New York;
Plant, R. E., Phelps Dodge Copper Products Corp.,
New York; Pointed, R. L.. ABC, New York; Pond,
C. C, Philco Corp., Philadelphia; Pontius, Donald,
The Meeker Co. Inc., San Francisco: Poor, John
B., MBS, New York; Pope, L. F., WENY Elmira,
N. Y.; Porsow, Wallace, WFRV-TV Green Bay,
Wis.; Posner, Gene, WMIL Milwaukee; Potter,
David, WNAE Warren, Pa.
Potter, Hugh O., WOMI Owensboro, Ky.; Pow-
ell, Edwin J., WOHO Toledo, Ohio; Pratt, D.,
RCA, Camden, N. J.; Pratt, Robert L„ KGGF
Coffey ville, Kan.; Pratt. Roy W., WHO Des
Moines; Press, Lillian, WBKY Lexington, Ky.;
Press, O. Leonard, WBKY Lexington, Ky.; Presti,
Biagio, Sarkes Tarzian Inc., Bloomington, Ind.;
Preston, J. G., ABC, New York; Pricer, Robert,
WCLT Newark, Ohio; Prior, Thomas C. J., WJAR
Providence, R. I.; Provost, D. L., WBAL-TV Bal-
timore; Pruden, Booker, John F. Beasley Con-
structs Co.. Muskogee, Okla.; Pryor. Emerson
J., WDVA Danville, Va.; Putman, R. E., General
Electric Co., Syracuse, N. Y.; Putnam, William
L., WVEC Norfolk, Va.; Pyle, George A., WMBD
Peoria, 111.
Quaal, Ward L., WGN Chicago; Quarton, Wil-
liam B., WMT Cedar Rapids, Iowa; Quentin,
Charles, WHTN-TV Huntington, W. Va.; Quinlan,
S. C, WBKB Chicago.
Raabe, R. W., WRVA Richmond; Rabell, Dor-
othy. KSON-FM, San Diego. Calif.; Rabell, Fred,
KSON San Diego, Calif.; Rambeau, William G.,
William G. Rambeau Co., New York; Ramsey,
Glenn, Sesac Inc., New York; Raney, Wilson,
WREC Memphis, Tenn.; Rauer, Guy, WESL
Scranton, Pa.; Rawls, Lucien, WSM-TV Nashville,
Tenn.; Rawls, R. B., KPHO Phoenix; Read, A.
Louis, WDSU New Orleans; Reams, Frazier,
WTOL Toledo, Ohio; Redding, K. B., NEMS-
Clarke Inc., Silver Spring, Md.; Redditt, William
M., KSLA-TV, Shreveport, La.; Reed, Elmo W.,
WJPG Green Bay, Wis.; Reed, Oscar, W. B. Jr.,
Jansky & Bailey Inc., Washington, D. C.
Reeve, Lydia R., Foote, Cone & Belding, Los
Angeles; Reeves, Jerome R., KDKA-TV Pitts-
burgh; Reid, Robert H., I. N. S. Telenews., New
York; Reider, Robert S., WRAW Reading, Pa.;
Reilly, William F., RCA, New York; Reinsch, J.
Leonard, WSB Atlanta; Reiss, Saul, I. N. S. Tele-
news, New York; Renfrow, Kenneth, KCSJ
Pueblo, Colo.; Reuschle, Robert M., WLAC-TV
Nashville, Tenn.; Reynolds, Paul E., WDBJ Roa-
noke, Va.; Reynolds, Robert O., KMPC Los
Angeles; Rhea, Henry E., WFTL Philadelphia;
Rich, W. Robert. A. A. P. Inc., New York; Rich,
William H., WMGW New York; Richardson,
Laurence E., WTOP Washington, D. C; Richardt,
Roland W., WSAU-TV Wausau, Wis.; Richdale,
James C. Jr., KOTV Tulsa; Richter, Edwin G. Jr.,
WEHT Evansville, Ind.
Riddle, Lindsey G., WDSU New Orleans; Rif-
kin, M. J., Ziv Television Program, New York;
Righter, Volney, Harrington, Righter & Parsons
Inc., New York; Riggs, John S., WELM Elmira,
N. Y.; Rines, William H, WCSH Portland, Me.;
Rintoul, Stephen R., Vernard Rintoul & McCon-
nell Inc., New York; Riple. William A., WTRI
Albany, N. Y.; Risk, Ed, KSD St. Louis; Ritten-
house, Paul, NBC, New York; Rizk, Joseph,
WMBR-TV Jacksonville, Fla.; Roberson, W. R.
Jr., WITN Washington, D. C; Robert, Wallace,
CKSO Sudbury, Ont.; Robertson, B. G., KTHS
Little Rock, Ark.; Robertson, Miller O, WTCN
Minneapolis; Robinson, Stanley, WTNS Coshoc-
ton, Ohio; Robison, Charles, WOOD Grand Rap-
ids, Mich.; Robitaille, Glen A., CFPL London,
Ont.
Roe, J., RCA, Camden, N. J.; Rogers, James G.,
KFSD San Diego, Calif.; Rogers, Lawrence H.,
WSAZ-TV Huntington, W. Va.; Rogers, Thomas
A., WCLT Newark, Ohio; Rogers, W. D. (Dub),
KDUB-TV Lubbock, Tex.; Rohrer, Raymond E.,
Jansky & Bailey Inc., Washington, D. C; Rohrs,
Bob, KJAY Topeka, Kan.; Rollo, Reed T., Kirk-
land, Fleming, Green, Martin & Ellis, Washing-
ton, D. C._; Rosen, Leonard, Paul Venze Associ-
ates, Baltimore; Roslow, Laurence, The Pulse
Inc., New York; Roslow, Sydney, The Pulse Inc.,
New York; Ross, Chester M., Bonded TV Film
Service, New York; Roth, Bob A., KONO San
Antonio, Tex.; Roth, Jack, KONO San Antonio,
Tex.; Roth, John H., Philco Corp., Philadelphia.
Rothrum, William V., WSYR Syracuse, N. Y.;
Broadcasting • Telecasting
TRUSCON
TOWERS
STATION WFMJ-TV
Youngstown, Ohio
1015 feet tall
keep your DJ's on the air
When the wind starts to whistle, there's one sure way to
keep the air waves humming. Own a tower that won't let you
down when the weather blows its top.
Weather-tested Truscon Steel Towers provide the
dependability you need for day-in-day-out programing.
This was proved by actual performance during east coast
hurricanes, when not a single Truscon tower was reported
damaged by the savage winds.
Responsible for hundreds of successful, installations the
world over, our staff of highly skilled engineers can offer you
unmatched experience in tower design and construction.
They're equipped to produce exactly the tower you need —
whether it be tall or small, guyed or self-supporting,
tapered or uniform — for AM, FM, TV or Microwave.
For complete information on Truscon Steel Towers
phone or write any Truscon district office. Or call us collect
in Youngstown. Send coupon for literature.
TRUSCON®
TRUSCON STEEL DIVISION
TRUSCON STEEL DIVISION • REPUBLIC STEEL CORPORATION
1074 Albert Street/ Youngstown 1/ Ohio
Please send me latest catalog showing specifications and other
details of Truscon Steel Towers.
Sttfe REPUBLIC STEEL^rjs^
(ireem£ici)
YOUNGSTOWN 1, OHIO \jBHa^y
A NAME YOU CAN BUILD O N
Addr
City-
Broadcasting • Telecasting
April 1, 1957 • Page 10!
Rothschild, Walter J.. KHQA-TV Quincy, 111.;
Rounsaville, Robert W., WQXI Atlanta; Rowell,
Russell, Spearman & Roberson, Washington,
D. C; Rudloff, Everett, WJLK Asbury Park,
N. J.; Ruegg, Fred, KNX Los Angeles; Rug-
heimer, Gunnar, CBS-Export; Runnerstrom,
Robert O., WMBD Peoria, HI.; Rush, Herman,
Official Films Inc., New York; Russell, F. M.,
NBC, Washington, D. C; Russell, James D.,
KKTV Colorado Springs: Russell, Percy, Kirk-
land, Fleming, Green, Martin & Ellis, Washing-
ton. B. C; Ruwitch, Lee, WTVJ Miami; Ryder,
J. Maxim, WBRY Watarbury, Conn.
s
Saddler, Owen, KM TV Omaha; Sague, S. R.,
WSRS Cleveland, Ohio: Salberg. Murray, CBS
Radio. New York; Salline, Eric H., CBS Radio,
New York; Sambrook, A. B., RCA, New York;
Sammons, Elizabeth. KSCJ Sioux City, Iowa;
Sanders, Ben B., KICD Spencer, Iowa; Sanders,
Ernest C, WOC Davenport, Iowa; Sanderson,
J. V., WAPI Birmingham. Ala.; Sandler, Jack L.,
WQAM Miami; Savage, Robert R.. WMAZ Macon,
Ga.; Sawyer, Roger. KGLO Mason City, Iowa;
Saxon, Joe H., WTOK-TV Meridian, Miss.;
Schaaf, Harold. WRFD, Worthington, Ohio;
Scharfeld. Arthur W., Scharfeld & Baron, Wash-
ington, D. C.
Schenkkan, Robert F.. U. of Tex., Austm, Tex.;
Scheuer, John D. Jr., WFIL Philadelphia; Schia-
vone. James, WWJ-TV Detroit; Schlafly. Hubert
J., TelePrompTer Corp., New York: Schmidt,
Pel, WAAM Baltimore; Schmidt. Robert E.,
KAYS Hays, Kan.; Schmitt, Kenneth F.. WIBA
Madison, Wis.; Schoen, Arnold F. Jr., WPRO
Providence, R. I.; Schroeder, Arthur H. Miller
& Schroeder, Washington, D. C: Schroeder,
Frank C. Jr., WDZ Decatur, 111.; Schroeder, Ray.
KMTV Omaha; Schroeder, Willard, WOOD Grand
Rapids, Mich.: Schrott, Alvin D., WJAC-TV
Johnstown, Pa.; Schudt, William A. Jr., CBS-
Radio, New York; Schultz, James, KQV Pitts-
burgh, Pa.
Schwieder, A. W., KID-TV Idaho Falls, Idaho;
Scofield, Charles L.. KEYZ Williston, N. D.;
Searle, William A., KGLC Miami, Okla.; Sears,
Charles, WMBR-TV Jacksonville. Fla.; Seavey,
Hollis M., Clear Channel Broadcasting Service,
Washington, D. C; Sebastian, Daryl, WWTV
Cadillac, Mich.: Secrist, Carroll R., KID-TV
Idaho Falls, Idaho: Seebeck, Charles E„ WTON
Staunton, Va.; See, Harold P., KRON-TV San
Francisco; Seidelman. Robert, Screen Gems Inc.,
New York: Sellars, Emil A., WBTW (TV) Flor-
ence, S. C; Sellers, Ed. Broadcasting • Tele-
casting. Washington, D. C; Sepaugh, L. M.,
WSLI Jackson, Miss.; Severson, E. C, WKOW
Madison, Wis.
Seward. James, CBS, New York; Seydel, Victor,
Anderson & Cairns Adv., New York; Shaffer,
Max, WDAN Danville, III.; Shaffer, Russel. KBOL
Boulder, Colo.: Shafto, G. Richard, WIS-TV Co-
lumbia, S. C; Shaheen, Richard A., Allen Kander
& Co., Chicago: Shapiro, Mike. KTVX Tulsa;
Sharpe, Virgil, KOWH Omaha; Shaw, Donald S.
Jr., ABC-TV, New York; Shaw, William D.,
KSFO San Francisco; Shawn, Fred P., WSUN
St. Petersburg, Fla.; Shay, John A.. WTVJ Mi-
ami; Sheetz, Richard A., WGAL Lancaster, Pa.
Sheftall, Parry. WJZM Clarksville, Tenn.; Shel-
ton, Aaron, WSM-TV Nashville, Tenn.; Shepherd.
Charles. WPIT Pittsburgh, Pa.; Sheridan, Edward,
WAVY Norfolk, Va.; Sherman, Gordon, WMAY
Springfield, 111.; Sherman, John M.. WCCO-TV
Minneapolis; Shiplev, W. H, KDUB-TV Lubbock,
Tex.; Shirk. Kenneth C. WIND Chicago; Shively,
Dick, WTVW Evansville, Ind.: Sholis. Victor A.,
WHAS Louisville; Shomo, E. H, WBBM Chicago;
Shuebruk, Peter, Fly. Shuebruk, Blume & Ga-
guine, Washington, D. C: Shupert, George T.,
ABC Film Syndication. New York.
Shurtleff, Dave, WJAR-TV Providence, R. I.;
Sigmon, Loyd C. KMPC Los Angeles: Sill, Je-
rome, WFPG Atlantic City, N. J.; Sillerman,
Michael M., TP A, New York; Silverman, Mort,
WMRY New Orleans; Simon, Arthur, Radio-Tv
Daily, New York; Simonton, Richard C, Muzak
Corp., New York; Sinclair, J. S., WJAR-TV Prov-
idence, R. I.; Sinnett. Robert J., WHBF Rock
Island, 111.; Skinner, Paul F., WHBL Sheboygan,
Wis.; Sklom. George M., W. F. Kean Consulting
Engineers, Riverside. 111.; Slane, Henry P., WTVH
Peoria, 111.; Slavick, H. W.. WMC Memphis,
Tenn.; Sloan. Sam W., WOHO Toledo, Ohio;
Slusser, Jess, KOA Denver; Small, Franklvn H.,
WFBM Indianapolis; Smullin. William B., KIEM
Eureka, Calif.; Smullin, William B. (Mrs.), KIEM
Eureka, Calif.
Smith, Al, KTIV Sioux Citv, Iowa; Smith,
Alois, WHLD Niagara Falls, N. Y.: Smith, Calvin
J., KFAC Los Angeles; Smith, Carleton D., WRC
Washington, D. C; Smith. Charles H, J. H.
Whitney & Co., New York; Smith, H. Needham,
WTRF-TV Wheeling, W. Va.; Smith, Harvey C,
WDEL Wilmington, Del.; Smith, Hugh M., WCOV
Montgomery, Ala.; Smith. J. Porter. WGRC
Louisville; Smith, Jim, WEAR-TV Pensacola,
Fla.; Smith, Lydell Jon, KIJV Huron, S. D.;
Smith, Roy A.. WLAC-TV Nashville, Tenn.;
Smith, William M., KYNT Yankton, S. D.; Smith-
gall, Charles, WRGA Rome, Ga.; Snellgrove,
J. T. Jr., WMAZ Macon, Ga.; Snider, Robert E..
KTVX Tulsa; Snyder, Reed E., WHO Des Moines;
Soell, John B., WISN Milwaukee.
Sonnenfeld, Nathan J., Century Lighting Inc.,
New York; Southmayd, John P., Fisher, Way-
land, Duvall & Southmayd. Washington, D. C.;
Sowell, F. C, WLAC Nashville, Tenn.; Sparks,
Garnet G., WEXL Royal Oak, Mich.; Sparks,
Gordon A., WEXL Royal Oak, Mich.; Spence,
Sylvia (Mrs.), Robert E. Sherwood Awards Fund
for the Republic, New York; Spencer, Lester G.,
WKBV Richmond, Ind.; Spheeris, A. M., WEMP
Milwaukee; Spokes, Alfred E., WEAV Pitts-
burgh; Spring, J. L.. WIMA-TV Lima, Ohio; Sta-
ley, Max F.. KIJV Huron, S. D.; Stanbery, John
F., Collins Radio Co., Cedar Rapids, Iowa; Stand-
ard, Charles E., The Meeker Co. Inc., New York.
Stanfield, Ray M., WIST Charlotte, N. C; Stark.
Howard E., New York; Starnes, Rudy, KDUB-TV
Lubbock, Tex.; Stebbins, John D., The Boiling
Co., Chicago; Stecher, Bentley A., WEBB Balti-
more; Steel, David L, Sr.. Page. Creutz. Steel &
Waldschmitt Inc., Washington, D. C; Steinberg,
Charles, CBS, New York; Stsinle, David H.,
KBUR Burlington, Iowa; Steinle, D. H. (Mrs.),
KBUR Burlington, Iowa: Stephan, Milton J.,
Allen & Reynolds Adv.. Omaha; Stern, Edgar B.
Jr., WDSU New Orleans; Sternberg, Georga, The
Pulse Inc., New York; Stevens, Elby. WFST
Caribou, Me.; Stevens. George, KOTV Tulsa;
Stewart, Herbert S.. CHCT-TV Calgary, Alta.;
Stewart. Larry. WDWS. Champaign, 111.; Stewart,
William, KOWH Omaha.
Stoll, Jack L., Jack L. Stoll & Assoc., Los An-
geles; Stone, Charles M., WMBR-TV Jackson-
ville, Fla.; Stone, Peggy, Harrv S. Goodman
Productions, New York; Stone, Robert L., WABC-
TV New York; Storz. Todd. KOWH. Omaha;
Stowman, Kenneth W., WFIL Philadelphia;
Strack, Eugene W., WXLW Indianapolis; Straub,
N. L., WJAC Johnstown, Pa.; Strouse, Ben,
WWDC Washington, D. C: Stuart. Harold C,
KVOO-TV Tulsa: Stubblefield, William T., Ham-
ilton, Stubblefield, Twining & Assoc. Inc., Wash-
ington, D. C; Sueker, Kermit, WCCO Minneap-
olis; Sugg, P. A., WTVT Tampa, Fla.: Sullivan.
Cornelius K., NBC, New York; Sullivan. Donald
D-. KVTV Sioux City, Iowa; Sulzer, Elmer G.,
WFIU Bloomington, Ind.; Swanson, Leonard,
WWTV Cadillac, Mich.; Swartley, Wilmer C,
Westinghouse Broadcasting Co. Inc., Boston.
Sweeney, Kevin B., Radio Advertising Bureau
Inc., New York; Swezey, Robert D.. WDSU New
Orleans: Swift, G. Richard. The Boiling Co., New-
York: Swift. Pat. WGR-TV Buffalo; Swisher,
Arden, KMTV, Omaha.
T
Taft, Paul E., KGUL-TV Galveston, Tex.;
Taishoff. Sol, Broadcasting • Telecasting. Wash-
ington, D. C: Tait. W. F., Philco Corp.. Philadel-
phia; Tallev, Hayward L., WSMI Litchfield, 111.;
Tallev, Hayward (Mrs.), WSMI Litchfield. 111.;
Talle'y. Ruth C, WLAC-TV Nashville, Tenn.;
Talmage. F. E., RCA, Camden, N. J.: Tannen,
Ernest, WILY Pittsburgh: Tanner, Harold I.,
WLDM Detroit; Tansey. John B.. WRVA Rich-
mond; Tarlow, Sherwood J., WHIL Medford,
Mass.; Tavlor, A. Robert, Standard Electronics
Corp., Newark. N. J.; Taylor, E. Crawford, KTFY
Brownfield, Tex.; Taylor, F. Chase. WVET
Rochester, N. Y.; Taylor. J. Glenn, WOR New
York; Taylor, J. P., RCA, Camden, N. J.; Taylor,
Sherril W., Radio Advertising Bureau Inc., New
York; Taylor, W. J., Southern Calif. Broadcasters
Assn., Hollywood, Calif.
Teich, W. J., KOEL Oelwein, Iowa; Telford,
Donald H. KIEM Eureka, Calif.; Terry, Hugh
B.. KLZ Denver; Teter, Robert H., Westinghouse
Broadcasting Co. Inc., New York; Tharpe. James
B., Visual Electronics Corp.. New York: Thiriot,
Richard V., KSL-TV Salt Lake City; Thomas,
Eugene S., KETV Omaha: Thomas, James S.,
WDXI-TV Jackson. Tenn.; Thomas, Max W..
WKNX Saginaw-Bav Citv, Mich.; Thomas. Morris
W.. KWTV Oklahoma City; Thomas, Robert E.,
WJAG Norfolk. Neb.; Thomas. Robert R. Jr.,
WOAY Oak Hill, W. Va.; Thomoson, Doyle D.,
WFMY-TV Greensboro, N. C: Thompson, Lois,
The Meeker Co. Inc., Chicago: Thompson, Reo,
All-Canada Radio Facilities Ltd., Toronto. Ont.:
Thorns. Edward G.. WKJG Ft. Wayne, Ind.
Thornburgh, Donald W., WCAU Philadelphia;
Thorne, Barrie. British Broadcasting Corp., New
York; Thorpe, John, AT&T Co.. New York; Tier-
ney, James. WCAX Burlington. Vt.: Tighe, James
S., WFHR Wisconsin Rapids. Wis.: Timlin, J. F.,
Branham Co., New York; Tincher, Robert R.,
WHTN-TV Huntington. W. Va.; Tindal, Alan C,
WSPR Springfield, Mass.; Tipton, Jack, KLZ-TV
Denver; Tisdale, James M.. WVCH Chester, Pa.;
Tiaden. Montez. KWTV Oklahoma Citv; Tobin,
Joseph H., WENT Gloversville. N. Y.; Tooke,
Rolland V.. KYW-TV Cleveland; Torgerson, Stan.
WMC Memphis. Tenn.: Tornberg, Edwin, Allen
Ksnder & Co.. New York.
Torry, William H.. KGNC Amarillo, Tex.;
Tostlebe, Ted O., KWWL-TV Waterloo, Iowa:
Town, George R.. TASO Washington, D. C;
Towner. Orrin. WHAS Louisville: Townsend,
George R., WVEC Norfolk, Va.; Tracy, E. C.
RCA, Camden, N. J.: Trainer, M. A., RCA, Cam-
den, N. J.; Traylor, Ferris E, WTVW Evansville,
Ind.; Tredwell. Kenneth I. Jr., WBTV Charlotte,
N. C; Trevarthen, W. H., ABC, New York; Treyz,
Oliver, ABC-TV. New York; Troeglen, Karl,
KCMO Kansas City. Mo.; Troman, Robert A..
Blaw-Knox Co., Pittsburgh, Pa.; Trouant, V. E.,
RCA, Camden, N. J.; Tucker, Art, KSVC Rich-
field. Ut^h; Tuhy, Stephen Jr.. attorney. Wash-
ington, D. C: Turell, Saul J., Sterling Television,
New York; Turner, George S., FCC, Washington,
D. C; Twining. W. R., Hamilton. Stubblefield.
Twining & Assoc. Inc., San Francisco.
u-v
Udey, Don, WRRD Ithaca, N. Y.: Umansky,
Martin, KAKE-TV Wichita; Unger, Alvin E., Ziv
Television Programs Inc., Chicago; Unger, Irwin,
Gill-Perna Inc.. Chicago; Untermeyer, Henry.
KCBS San Francisco.
Vance, Fred L., KWTV Oklahoma City; Vance,
John W. Jr., WTOC-TV Savannah, Ga.; Vanda,
Charles, WCAU-TV Philadelnhia; Vandagrift,
Carl W., WOWO Ft. Wayne, Ind.; Varnum, W.,
RCA, Camden, N. J.; Veihmeyer, Fred D., Lohnes
& Culver, Washington, D. C; Venard, Lloyd
George. Venard. Rintoul & McConnell Inc., New
York; Versulis, Leonard A., WLAV Grand Rap-
ids. Mich.; Vickers, Marjorie R.. KPAC Port
Arthur, Tex.; Vieracker, Math, WBKB Chicago:
Vincent, E. P., ABC, New York; Vondell, John
H. Jr., WREB Holvoke, Mass.; Vordemark, Er-
nest, WMBR-TV Jacksonville, Fla.; Voss, Victor
H., WWCA Gary, Ind.
W-X-Y-Z
Wade, Peter H., ABC, New York; Wagner,
George, KFI Los Angeles; Wagner, Jay, WLEC
Sandusky. Ohio; Wagner, William D., WOC Dav-
enport. Iowa; Wagner. William J., KRON-TV
San Francisco; Wagstaff, Walter E.. KGW-TV
Portland, Ore.; Walker, James P., KTUL Tulsa;
Walker, Merrill H., WOAP Owosso, Mich.; Walk-
er, Osborne, General Elect-ic Co.. Syracuse,
N. Y.; Walker. William, WBEV Beaver Dam,
Wis.; Walker, William L., NARTB. Washington,
D. C: Wallace, Bruce, WTNS. Coshocton, Ohio;
Wallace, C. E.. WINT, Ft. Wayne. Ind.: Wal-
lace, George, KTKT Tucson; Wallace, M. G.,
AT&T Co., New York: Wallace, Tom Jr.. KTKT
Tucson: Wallace, Wesley H., U. of North Caro-
lina, Chapel Hill, N. C; Wallack. C, RCA, Cam-
den, N. J.; Ward, Carl, WCBS New York; Ward
G. Pearson. KTTS Springfield. Mo.
Warren, W. B., KOMO Seattle; Watkins, F. A.,
Jr., KWKH Shreveport, La.; Watkinson, Barry,
KIMA Yakima, Wash.; Watson, Stewart. WKOW
Madison, Wis.: Watson. Tee V., J. Walter Thomp-
son Co., Chicago; Wayland. Charles V.. Fisher,
Wavland, Duvall & Southmayd, Washington.
D. C.; Wayne, E. O.. WJR Detroit: Wearn. Wilson
C, WMRC Greenville. S. C; Weathers. James,
World Broadcasting System Inc., New York;
Weatherby, J. Patrick. WBRZ Baton Rouge. La.;
Webber. Frank M., Gill-Perna Inc.. New York;
Weber, L. E., ASCAP. New York; Weber, Ted.
WGN Chicago; Webster, William C. WOHO To-
ledo, Ohio; Wehrman, Harvey E„ KLZ Denver;
Wehrmann. H. F.. WTPS New Orleans: Weis,
Pierre, Ziv Television Programs Inc., New York.
Welch, Vincent B., Welch, Mott & Morgan.
Washington, D. C; Welcome, Ed, WTVW Evans-
ville, Ind.: Weldon, William H., Blair-TV. New
York: Weller. Donald WISN-TV Milwaukee;
Wells, Ray, KYMA Magnolia, Ark.; Wentworth,
J., RCA. Camden, N. J.; West. Charles A..
WTVH Peoria, 111.; Weston. Edward, WCPO Cin-
cinnati: Whatley, James W., WRFS Alexander
Citv, Ala.; Wheeler, Edwin K., WWJ Detroit;
Wheeler, Edward A.. WEAW Evanston. HI.;
Wheeler, Mel. WEAR-TV Pensacola, Fla.; Whitak-
er. Stanley, Blackburn & Co., Atlanta.
White. Henry S.. Screen Gems Inc.. New York;
White, Thcmas. WKZO Kalamazoo. Mich.: Whit-
lock. E. S., WRNL Richmond. Va.: Whitney,
George, KFMB San Diego. Calif.: Wiig, Gunnar
O., KQV Pittsburgh. Pa.: Wilner. John T.. WBAL
Baltimore; Wilkinson, Vernon L.. McKenna &
Wilkinson. Washington, D. C.j William. Charles
E. , WAUX Waukesha. Wis.: Williams, Gene,
KWBB Wichita, Kan.; Wiil;ams. R. P.. WWJ
Detroit; Williams, Ray J.. KESJ Pueblo. Colo.;
Williams, Wavne. WLOL Minneapolis: William-
son, W. P. Jr.. WKBN Youngstown, Ohio; Wil-
liamson, W. P. III. WKBN Younsrstown. Ohio:
Wilson. George. WWTV Cadillac, Mich.: Wilson,
Hal. WITN Washington. N. C: Wilson, Robert
J.. WHLD Niagara Falls, N. Y.
Windsor. Walter M.. KCMC-TV Texarkana.
Tex.; Wirth, Don, WFRV-TV Green Bay. Wis.;
Wismer. John F., Stevens-Wismer Broadcasting
Co., Port Huron, Mich.; Wittenberg. Bud. Muzak
Corp., New York; Wittenberg, Lionel. WISN-TV
Milwaukee: Wooddell. Ken, WLBH Mattoon, HI.;
Woodill, W. J.. CKSO Sudbury. Ont.: Wooten.
Hollis, WREC-TV Memphis. Tenn.; Wooten, Hoyt
B., WREC Memphis. Tenn.: Wodlinger, Mark,
WOC Davenport. Iowa; Wolfe. Ben. WAAM Bal-
timore; Wolfe. Howard H., WKNX Saginaw-
Bay City, Mich.: Wolfenden. Robert C. WMEV
Marion, Va.; Wolfson, Louis, WTVJ Miami: Wolf-
son, Mitchell, WTVJ Miami; Woodland, Cecil.
WEJL Scranton, Pa.
Woods, W. W., WHO Des Moines; Woog. D. H,
RCA. Camden. N. J.; Worley, David R.. KTNM
Tucumcari. N. M.; Wright. Jay W.. KSL Salt
Lake Citv: Wright. Robert F.. WTOK-TV Merid-
ian, Miss.: Wurz. Wally, WTVH Peoria, HI.;
Wyatt, Judd, KMMO Marshall, Mo.; Wyatt, Wil-
liam R., A. C. Nielsen Co., Chicago.
Yarbrough. J. E.. WDBO Orlando. Fla.: Yates.
Richard G., Hollywood Television Service Inc.,
New York: Yoder, Lloyd E., WRCV Philadelphia,
Pa.; Young, J. E., RCA. Camden. N. J.: Younts.
J. S.. WEEB. Southern Pines. N. C.
Zellmer, Lester W.. WSJV-TV South Bend-
Elkhart. Ind : Zillger. William H., Standard
Electronics Corp.. Newark, N. J.
Page 102 » April 1. 1957
Broadcasting • Telecasting
BELL & HOWELL VIDICON PROJECTORS
Versatile
Originally produced to meet
rigid JAN (Joint Army-Navy)
specifications, this Bell &
Howell projector is noted for
its ruggedness, trouble-free
performance, simplicity and
ease of servicing. It includes
the following special features:
Optical and magnetic sound
reproduction • Fixed-axis
framing • Easy threading
Built-in loop setter • For-
ward and reverse • Operating
hour meter • Single-phase
operation •600-ohm balanced
line output.
Low Initial Cost
As an integral part of Vidicon film chains, this new 16mm
Bell & Howell projector provides many unique advan-
tages. For example, you get complete manual control,
plus connection for remote control. At the push of a
button, you can change from picture and sound on one
projector to the same set-up on the other.
This Bell & Howell projector also conforms to pro-
posed new ASA standards for placement of magnetic
sound. All in all, the full potential of versatile program-
ming is in direct proportion to the creativeness of your
production people.
Talk to your Systems Supplier soon. His quotation
will be a pleasant surprise. Or write for specifications on
Design 614 CVBM projector. Bell & Howell, 7139
McCormick Road, Chicago 45, 111.
FINER PRODUCTS THROUGH IMAGINATION
tell & Howell
Broadcasting
Telecasting
April 1, 1967
Page 103
PREVIEWING THE EXHIBITS IN CHICAGO
TWO floors and the lower lobby of the Conrad Hilton Hotel, Chi-
cago, will house several score exhibits of heavy equipment, light
gear, tv film and other industry services as the annual industry
show opens at noon Sunday, April 7.
Many new types of equipment will be shown by exhibitors. The
entire display is managed by George Gayou, of St. Louis, who
handled the event last year.
Both radio and tv transmitters and associated devices are included
in the individual exhibits, described on these pages. Among typical
items of interest are new 50 kw transmitters being shown by RCA
and General Electric Co. A complete color studio will be operated
by RCA.
Translators, prompters, towers, relay equipment operating at
7000 mc and recently developed models of television apparatus will
be shown.
The heavy equipment will be shown in the lower lobby of the
Conrad Hilton. Light equipment, program services and entertain-
ment suites will have their exhibits of the fifth and sixth sample
floors.
Following are summaries of individual exhibits:
Equipment Manufacturers
ADLER ELECTRONICS INC.
Space 19
ADLER ELECTRONICS Inc., affiliated
with Adler Communications Labs., will dis-
play the Adler UST-10 tv translator-trans-
mitter, a new type of television transmitter.
UST-10 makes it possible for tv stations to
fill in shadowed or fringe areas caused by
terrain anomalies, or the distance between
transmitter and audience areas. It has FCC
type approval (TR-50). A companion piece,
a four stacked unitized antenna, the Adler
USTA-16, also will be on display.
Adler representatives attending will in-
clude Ben Adler, president, Adler Electron-
ics; Edward Galuska, sales engineer; Martin
Silver, representative; Wilson Leeper, repre-
sentative; Robert J. Myers, representative;
James P. Quinn, representative.
ALFORD MFG. CO.
Space 7
DIRECTIONAL and omni-directional tv
broadcast transmitters are among the Alford
apparatus to be on display for NARTB
delegates. Other items include diplexing
filters and bridges, and coaxial transmission
line switches and components. Harold H.
Leach will be the company representative.
AMERICAN ELECTRONICS INC.
Suite 551A
TAPE recorders for the trade will be on
display. Attending will be Jack Amsterdam,
advertising manager.
AMERICAN MICROWAVE CORP.
Space 35
AMERICAN MICROWAVE will put on
display 7,000 mc and 13,000 mc micro-
wave relay equipment, featuring three new
units. American also will show a 50 watt
mc superpower amplifier. The firm will be
represented in Chicago by F. W. Bailey and
sales and engineering personnel.
AMERICAN TELEPHONE & TELEGRAPH
Space 27
FEATURED at the American Telephone
& Telegraph exhibit this year will be tele-
photograph and facsimile, TWX and tele-
phone. The tv network routes, both for
black and white and color, will be outlined
on a single map to show strides in nation-
wide coverage.
New models of telephone booths and two
types of Bell system answering services —
Amy and Amanda — will be on exhibit. Amy
is for recording only, Amanda both an-
swers and records.
Bell representatives will be F. A. Cowan,
V. R. Hatch, F. R. MacFarland, John
Thorpe, M. G. Wallace, C. W. Floyd, A.
R. Goebel, E. McCaffrey, F. A. Robinson
Jr. and H. A. Carlson.
AMPEX CORP.
Suite 602 A
A WORKING demonstration of video tape
recorders in network operation will be staged
at the Chicago Daily News Bldg. in con-
junction with the ABC-TV network. Actual
recording and playback will be shown, along
with interchangability of tape between ma-
chines. A schedule of demonstration periods
will be announced at the convention.
The Conrad Hilton demonstration by
Ampex, which last year stole the conven-
tion with its dramatic unveiling of tv tape
recording, will include a new simplified con-
trol system for automatic operation and a
one-hour loop delay recorder for daylight
time use. Professional audio recorders (Nos.
350, 601, 620) will be demonstrated. Repre-
sentatives will be Phillip Gundy, vice presi-
dent and manager of the audio division;
Robert Miner, sales, and Charles Ginsberg,
who will read a paper on video tape record-
ing at the Engineering Conference.
HIGHSPOTS ON EXHIBITORS' ROW
General Radio's tv transmitter monitor. Perkin-Elmer's new Auto-Zoom lens.
Page 110 Page 112
Page 104 • April 1, 1957
Broadcasting • Telecasting
Richard Leitner, Production & Dist. Mgr. of Abbott Laboratories, Oak Ridge, Tennessee, says:
"In a few brief hours— this atomic drug will be useless!"
"In a hospital 700 miles from Abbott Laboratories' Oak
Ridge plant, radioisotope experts have scheduled use of a
radioactive drug ... a drug whose radioactivity lasts only
a limited time. A drug prepared by electronic bombardment
in the huge atomic pile at Oak Ridge near Knoxville, Tenn.
"If this radioisotope doesn't arrive on time, it will be use-
less for this patient. We've relied on Air Express for literally
tens of thousands such shipments !
"Our radioisotope business exists because of Air Express.
With its swift, regular flights on all scheduled airlines, its
radio-controlled trucks, its national teletype network — no
other service can match it.
"Yet we save money by specifying Air Express. For in-
stance, a 23-pound shipment from Knoxville to Chicago
costs $5.56. That's $1.39 less than any other complete air
service."
30 YEARS OF GETTING THERE FIRST via U.S. Scheduled Airlines
. . division of F>*\l EXPRESS AGEWCV
Broadcasting • Telecasting
April 1, 1957 • Page 105
NEMS • CLARKE, INC.
SILVER SPRING, MARYLAND
0
PRECISION ELECTRONICS* SINCE 1909
F0T0-VIDE0
for anything in studio TV telecasting or test equipment —
from a test slide to a vidicon film multiplexer. You get ex-
perienced know-how and FAST SERVICE. Ask for free cata-
log: FOTO-VIDEO Laboratories Inc., 25 Amity St., Little
Falls, N. J. LI-4-2557.
Reps in U.S.: Ack Radio Supply, Birmingham, Ala.
Peninsula Associates, Redwood City, Calif.
Export Agents: CBS International Div., 485 Madison Ave., New York City, N. Y.
At NARTB — Visit Foto-Video in Main Exhibit Hall
IP
Page 106 • April 1, 1957
ANDREW CORP.
Space 22
ANDREW Corp. will show a new automatic
and remotely controlled coaxial switch,
Type 6710. It provides for fast switching of
3V&" coaxial transmission line at frequencies
up to 1000 mc, and can be used in high-
power communications systems, as well as
vhf and uhf stations.
Use of the motor-operated switches elim-
inate manual changes of coaxial transmis-
sion line connections. In the event of main
equipment failure, the spare equipment can
be switched with little or no off-the-air
time.
Andrew also will display a 3/18 coaxial
line with a new type insulator support and
new pressurized copper-clad steel wave-
guide.
BEASLEY CONSTRUCTION CO.
BOOKER V. PRUDEN, vice president of
the John F. Beasley Construction Co., will
represent the company at the convention.
BROWNING LABORATORIES
Suite 609
LATEST simplex and multiplex fm trans-
mitting and receiving equipment will be
demonstrated. Gardiner G. Greene, presi-
dent, and Mrs. Greene will be in charge
of the exhibit.
CATERPILLAR TRACTOR CO.
Space 16
CATERPILLAR Tractor Co. will exhibit
standby power units and associated equip-
ment. Two diesel electric sets (D 337 and
315) will be shown. The D 337 will be in
cutaway form to give full vision of the inter-
nal workings of the engine and the new, spe-
cially designed generator. It produces 150
kw continuous power at 1800 rpm and was
designed for efficient utilization of restricted
space.
The 315 diesel electric unit is equipped
with automatic stop-start system, assuring
that the set will be brought into operation
the instant outside power fails or falls below
required voltage.
Representatives for the company will in-
clude R. V. Bradley, W. N. Foster, Frank
Boyle, K. Grimes, J. H. Ashton and C. E.
Skillman.
CENTURY LIGHTING INC.
Space 24
PROVIDING a variable luminous area of
diffused color, the Color Value Wall, made
by Century Lighting Inc., of New York,
will highlight that firm's exhibit.
In connection with color tv studio light-
ing, Rollo Gillespie Williams, manager of
the color lighting department, will present a
paper entitled "Control of Color Appear-
ances in Tv Studio Lighting." The paper
will review the layout and types of lighting
equipment for tv color studios; dimmer
control systems; the effect of controlled dif-
ferences in spectral quality of light; specific
applications of color lighting in television
studios, and a new type of high intensity
luminous color background.
Many other types of theatrical and tele-
Broadcasting • Telecasting
Another way SRDS helps sell time
your Service-Ad gives you "a last chance point1
from which your prospect can get
the final briefing on your story
as he nears the deadline of his decision—
whether that decision is to put you on the
preliminary list or keep you on the final list
With your Service -Ad
in Standard Rate & Data
selling, by helping people
S Standard Rate and Data Service, Inc.
1740 Ridge Avenue, Evanston, HI.
Sales Offices: New York • Evanston • Los Angeles
Broadcasting • Telecasting
April 1, 1957 • Page 107
vision lighting equipment will be displayed
at the convention by Century officials. Some
17 sales representatives for national and
international equipment distributors will be
on hand to assist in explaining and planning
tv studio lighting, wiring and control sys-
tems. Distributors whose equipment will be
included are DuMont, General Electric,
Graybar, RCA, RCA International, Rocke
International, Thompson Products (Dage),
Visual Electronics, General Precision Lab-
oratories, and certified electrical distributors.
Century Lighting representatives slated to
attend the convention are Louis Erhardt,
James J. Fedigan, George Gill, Earl Koehler,
Edward F. Kook, Paul Kyack, Bill Merrill,
Stanley McCandless, Dale Rhodes, Gordon
Stofer, N. Sonny Sonnenfeld, and Fred M.
Wolff.
COLLINS RADIO CO.
Space 36
COLLINS Radio Co. will display representa-
tive major units of its broadcast line. Fea-
tured will be the 212E dual-channel audio
console and the 81M Phasor. Also included:
the 21E/M 5/10 kw am transmitter; 20V-
2 kw am transmitter; 212F single channel
audio console; 212Y one-channel remote
amplifier; 212U two-channel remote am-
plifier; Collins/ Rust remote control system,
and the new TV-STL microwave relay
system.
Collins representatives: John Haerle,
Harold Olson, Gene Randolph, Bob Han-
cock, Chuck Lowder, Carl Rollert, Evan
Maloney, John Stanbery, Bill Valentine, Jim
Young, Bob Sidwell, Forrest Wallace and
George Wetmore.
CONRAC INC.
Suite 657
A NEW color tv monitor (CH21B) will
be presented in the Conrac exhibit. Two
new 14-inch monitors (CK14, CK15) will
be on display as well as the AV-12B off-
the-air tuner. Conrac executives at the
exhibit will be W. J. Moreland, president;
J. Grayson Jones, vice president-chief en-
gineer; Kenneth Williams, engineer; Russell
M. Alston, plant superintendent, and Parker
Wickham.
DAGE TV DIV. OF THOMPSON PRODUCTS
Space 5
THE Pro (320) and Junior Pro (103) black-
and-white cameras feature the live and film
demonstrations in the Dage booth. Low-cost
upkeep is claimed for the equipment. Per-
sonnel include James L. Lahey, manager
of Dage Tv Div.; Joe W. Alinsky, chief en-
gineer; Gene Crow, assistant chief engineer;
James Campbell, industrial equipment en-
gineer; Neff Cox Jr., director of professional
equipment; Robert E. Green, director of
educational tv, and John Howland, sales
manager.
DRESSER-IDECO CO.
Suites 604, 605, 607
SCALE MODEL television towers of all
sizes and load carrying capacities will be
displayed by Dresser-Ideco. A special sec-
tion of the exhibit will illustrate multi-
antenna candelabra platform top towers.
Representing Dresser-Ideco at the meeting
will be Joe Hogan, general sales manager;
Roger Hayden, product sales manager for
towers; Dan Byrd, advertising manager; Ken
Brust, Los Angeles branch manager, and
George lies, sales engineer. Caricaturist
Lenn Redman, former Walt Disney anima-
tor, will be in the Dresser-Ideco suites to
sketch caricatures of convention visitors.
ELGIN METALFORMERS CORP.
Space 9
NEW items for studio and equipment use,
emphasizing a line of pi-section units "meet-
ing requirements of human and environ-
mental engineering" will be shown. The
EMCOR enclosure system is described as
adapted to installation of equipment in
areas not normally accessible to standard
equipment. Audio and video monitoring-
type consoles will be demonstrated. Record-
ing and rack style cabinets will be shown.
Attending will be Jack Sullivan, salesman;
H. C. Golz, chief engineer; James G. Wells,
sales vice president, and S. K. Frankel,
president.
FOTO-VIDEO LABORATORIES
Space 31
HIGHLIGHT of the convention display by
Foto-Video Laboratories Inc., Littie Falls,
N. J., will be a demonstration of high
quality transmission through a mile of
video cable.
The exhibit will include four lines of
products: picture-improving video units,
minimum-maintenance sync equipment, test
instruments using new measurement con-
cepts and tv light boxes for monochrome
and color.
Expected to attend the meeting are the
following Foto-Video officials: Albert Ba-
racket, president and chief engineer; A. R.
Fiore, vice president; C. E. Underwood,
Elmer Sperry, Bert Findlay, all in sales;
Hans Nord, engineering; and southern rep-
resentatives of Ack Radio Supply, far west-
ern reps of Peninsula Assoc., and export
reps of CBS International division of CBS
Inc.
GATES RADIO CO.
Suite 561
GATES Radio Co. will show automatic ra-
dio programming by the auto-station, which
will "speak for itself." It will explain the
mechanics incorporated in the unit and
will show how to cope with difficult pro-
duction problems. The auto-station is two
separate units — one the production unit, the
other the playback.
Also on display will be the BC-J kw
transmitter which tunes from 540 to 1600
kc. Other exhibit features: the Gates BC-5P
5 kw am transmitter, the yard audio con-
sole for am and tv, the Dualux console, new
transistorized remote amplifiers, the sta-
level automatic program level amplifier, and
the auto-trans, which is an automatic tran-
scription turntable equipment for 45 rpm
records that needs only the push of a but-
ton to start the next record.
Gates representatives will be Nibs Jo-
chem, Wally Kabrick, Larry Cervone, and
Stan Ponte.
GENERAL ELECTRIC
Space 26
A 50 kw am transmitter designed around
modern components; a wrap-around tv
Broadcasting • Telecasting
One Call for all You Need in
LIGHTING EQUIPMENT
RENTALS
LIGHTING
Complete M. R. Incan-
descent Equipment, M.R.
High Intensity Arc
Equipment, Dimmer
Equipment 250 W —
10,000 W, Diffusion,
Scoops, Reflectors, Bull-
boards, Cable.
PORTABLE
POWER
EQUIPMENT
AC and DC Generators
15 Amps to 1500 Amps
(Truck or Caster-
mounted). Portable
Transformers — Dry
and Oil, Portable
Substations.
DOLLIES
Fearless and Raby Pan-
oram Dollies, Crab and
Western Dollies.
GRIP
EQUIPMENT
MacTon Turntable for
vCars and Displays,
Mole Richardson Boom
and Perambulator, Par-
allels, ladders and
Steps, Scrims and Flags,
Dots and Stands.
ANYTIME- ANYWHERE!
For quick service, expert advice and one low price
for equipment, installation and removal, call on
one of the nation's largest suppliers of temporary
lighting facilities— Jack Frost. His lighting equipment
inventory is unexcelled. Below are just a few of the
many items available for quick delivery whenever
and wherever needed.
Write or Wire for Catalog and Free Estimates
JACK A. FROST
Dept. BT
234 Piquette Ave., Detroit 2, Mich.
Canadian Office:
41 Kipling Ave., South, Toronto, Ontario
Page 108 • April 1, 1957
This trick's on you !
A bucket of water over the door is one of the
risks of April Fool's Day. But being tricked
on other days is something else again.
Yet that's what happens as far as your taxes
are concerned. Part of your taxes are used to
help pay the cost of electric service for cus-
tomers of federal government power systems.
First, your taxes help build the federal
power plants that produce electricity for these
people. Then, you have to be taxed more
because they don't pay all the taxes in their
electric bills that you pay in yours. People
who get electricity from the TVA, for ex-
ample, pay less than one-fifth of the taxes
on electric service that you pay.
Next time you hear someone talk in favor
of federal government electricity, ask him
about the trick it plays with your taxes (and
his). Chances are, he'll stop talking and start
thinking. America's Independent Electric
Light and Power Companies* .
* Co mpany names on request through this magazine
Broadcasting • Telecasting
April 1, 1957 • Page 109
VICTOR C. DIEHM, President and Gen. Mgr.
Like Hundreds
of Broadcasters...
Station Manager
VICTOR C. DIEHM of
WAZL
and Chief Engineer
ELWOOD TITO
Selected
STAINLESS TOWERS
Stainless, inc.
NORTH WALES • PENNSYLVANIA
Page 110 • April 1, 1957
antenna requiring no mast; a re-designed
film scanner system, and a new automatic
station programmer for scheduling all
switching necessary for programming slides,
films, network and audio, will be among
the many exhibits to be displayed by Gen-
eral Electric's technical products department,
Syracuse, N. Y.
The GE exhibit will feature a Western
motif, with give-aways, accessories and dec-
orations to match.
Other products to be shown at the meet-
ing are vidicon cameras for spare-parts uses
and flexible uses; audio and video units with
built-in automatic gain control; tubes for
35 kw tv transmitters which have been
ciocked up to 10,000 hours.
Staff managers from the company's tech-
nical products department slated to attend
the convention are William J. Morlock, gen-
eral manager; Paul L. Chamberlain, mana-
ger of marketing for broadcasting equip-
ment; Frank P. Barnes, marketing manager
for industrial television; C. Graydon Lloyd,
engineering manager; Marshall E. Minich,
finance manager; John Wall, sales manager
for broadcast equipment; Charles J. Simon,
sales manager for industrial television; M.
Alves, manager of manufacturing, and Ray-
mond E. Baker, legal counsel.
Harold A. Strickland Jr., general man-
ager of GE s Industrial Electronics division,
who directs the technical products depart-
ment and three other departments, also is
scheduled to attend.
Other technical products department
managers planning to attend are Wells R.
Chapin, manager of product planning and
market research for broadcast equipment;
M. R. Duncan, manager of broadcast service
engineering; S. J. Eby, manager of advertis-
ing and sales promotion for broadcast equip-
ment; and Albert F. Wild, manager of sales,
military-industrial electronics. Regional man-
agers for broadcast equipment will be James
H. Douglas, southern region, and Charles
T. Haist Jr., western region. District man-
agers from 11 broadcast sales districts also
are expected to attend.
GENERAL PRECISION LABORATORY
Space 30; Suite 637
GPL will exhibit a variety of equipment,
including monochrome and color film chains,
16 mm and 35 mm telecast projectors, vari-.
focal lens, color test and accessory equip-
ment, pulse and distribution amplifiers, a
rack-mounted sync generator, and others.
Company representatives expected to at-
tend are Dr. R. L. Garman, executive vice
president and technical director; Blair
Foulds, vice president; N. M. Marshall,
national sales manager; J. W. Belcher, ap-
plication engineering manager; Dr. F. N.
Gillette, director of industrial product en-
gineering; L. L. Pourciau, R. H. Johnson,
R. K. Hunsicker, E. J. Manzo, A. F. Brun-
dage, A. C. Balletta and W. E. Smyth.
GENERAL RADIO CO.
Space 1
GENERAL Radio Co. will show its new
Type 1184-A television transmitter moni-
tor. GR am frequency and modulation
rr nitors, color-subcarrier (3.58) monitor,
and distortion and noise measuring equip-
ment also will be on display, as well as R-F
bridge and uhf admittance meter, with
adapters, for impedance measurements on
antennas and transmission lines from 400
kc to 1500 mc.
Representatives will include Charlie Cady,
Joe Belcher, and Bill Thurston.
THE HARWALD CO.
Space 14; Suite 560A
DESIGNED to facilitate film handling in
tv stations, the new Model Q Inspect-O-
Film Editor machine will highlight the ex-
hibit by Harwald, manufacturer of audio-
visual equipment.
The film handling machine, to be dis-
played for the first time by The Harwald
Co., permits film to be inspected elec-
tronically, viewed, inspected for sound,
cleaned and measured in one simultaneous
automatic operation.
The manufacturer also will exhibit its
new Splice-O-Film automatic splicer.
Slated to represent the company are
Robert Grunewald, president; Robert Men-
ary, sales manager; Richard Wallace, tech-
nical director; and Howard Bowen, service
manager.
HUGHEY & PHILLIPS INC.
Suite 660
TOWER obstruction lighting equipment by
Hughey & Phillips Inc. will include a
demonstration of its remote lamp failure
indicator system providing a continuous
means of monitoring lamps. Also demon-
strated will be tower light control and alarm
units for unattended microwave relay sta-
tions.
Representatives: J. H. Ganzenhuber, H. J.
Geist, W. L. Hotz, R. L. Lang, T. F. Sears.
KAY LAB
Space 3
KAY LAB will show three new products:
Kin Tel camera with seven-inch kinescope;
broadcast field chain consisting of ASC-7
broadcast camera, Model APG-4 sync gen-
erator, Model 1985B camera control, Model
AFM-1 7" field monitor and Model ASF-2F
four-channel switcher-fader unit; studio
monitor ARM-13B in Model ACH-4 13-
inch console housing.
To be at the convention: Richard Silber-
man, Gary Gramman, Willard Walker, Al
Braun.
KLIEGL BROS.
Suite 614-616
LIGHTING directors of the Kliegl Bros.
Universal Electric Stage Lighting Co. Inc.,
will advise guests — especially tv station of-
ficials— on their lighting and production
problems as the company's part in the com-
ing convention.
Company representatives will schedule ap-
pointments for those who wish to discuss any
lighting or production problems.
LAMBDA PACIFIC ENGINEERING
Space 37
LAMBDA PACIFIC Engineering Inc. will
display a newly-tested 50 w amplifier for
use in the 5.4 to 7.4 KMC band. The
Model 5500 amplifier unit employs the re-
Broadcasting • Telecasting
1 1 1 1 1 1 n ii rm _rVJcBI tlmd
cently developed Eitel-McCullough kly-
stron type X563 tube. Also on display will
be Model 6700 microwave repeater which
combines 1.0 microwave transmitter and
receiver for unattended operation.
MAGNE-TRONICS
Suite 612
MAGNE-TRONICS INC. will exhibit one
of its typical franchise studios for repro-
ducing and transmitting tape-recorded back-
ground music programs (Motivation Music).
Recorded on eight-hour tapes for auto-
matic unattended studio operation, the com-
pany's Motivation Music currently is being
transmitted via fm simplex, multiplex and
land line to subscribers in over 80 cities in
the U. S., Hawaii, Canada and Bermuda.
Highlight of the display will be a demon-
stration of multiplex transmission on a
closed circuit basis, in which programs
originating on tape reproducing equipment
are fed to a multiplex channel and picked
up at the same location on multiplex re-
ceivers.
Representatives will be Vice Presidents
Joseph F. Hards and Roger L. Thaxter.
MOTOROLA CO.
Space 15
COMPLETE lines of microwave and tv
relay equipment top the display of Motorola
in the lower lobby. Representatives will be
Leonard Walker, marketing manager for
microwave and industrial control products;
Walter C. Byrne, microwave-industrial sales
manager; Stephen Pozgay. industrial com-
munications engineer: James Harring, sales
engineering supervisor; Stanley Lapin, micro-
wave marketing representative, and Gene
Bird, convention supervisor of national sales.
MULTIPLEX SERVICES CORP.
Suite 613
OPERATION of fm services on sub-chan-
nels will provide a theme for the multiplex
equipment. A transmitter and receiver will
be set up to show how equipment operates.
Representatives include W. S. Halstead,
president, and Don Lewis, general manager.
MUZAK CORP.
Suite 704-05-06
MUZAK's exhibit will be built around its
"completely automatic" tape playback unit,
which starts at a pre-determined time, stops,
pre-selects specialized music as desired,
reverses itself and changes tracks automat-
ically, rewinding, shutting itself off and
cutting in a companion tape mechanism.
A typical two unit franchiser studio requires
no attendance except normal maintenance
and a visit once a day to change reels. The
4,800-ft. Muzak long-playing tape is played
four hours in one direction, then four hours
in another direction on the other track for
a total of eight hours per machine.
Representatives: Charles C. Cowley, ex-
ecutive vice president: Edward Hochhauser
Jr.. vice president and merchandising direc-
tor; Emil Hembrooke. engineering vice
president.
"Keeps You in View!"
VISUAL ELECTRONICS CORP.
342 WEST 40TH STREET, NEW YORK, N. Y. DEPT. MB
ityfy
Gentlemen: Please send me complete specifications
on the KU Band microwave system.
Name j Title
Address _
' - -
Broadcasting • Telecasting
April 1, 1957 • Page 111
STAND-BY
TV TRANSMITTING
ANTENNAS
for channels 7-13
fit* 2>tf>te*e* flleeJled
AURAL
TRANSMITTER
VISUAL
TRANSMITTER
A simple, versatile and eco-
nomical standby system consist-
ing of two separate bays of the
AMCI Type 1020 Antenna
mounted on a mast or existing
tower leg can be used with a 50
kw transmitter. No diplexer of
any kind is needed. The aural
and visual transmission lines need
not be of equal lengths.
Write for Bulletin B-437.
ANTENNA SYSTEMS - COMPONENTS
AIR NAVIGATION AIDS - INSTRUMENTS
NATIONAL MUSITIME CORP.
Suite 5 35 A
NATIONAL Musitime Corp. will show an
Ampex 457 automatic station set up for
automatic transmission, unattended, of
background music and main channel com-
mercials activated through silent sensing.
N EMS-CLARKE
Suites 542A-544A
A NEW color rebroadcast receiver ( TRC-1 )
will head the list of items to be displayed.
This unit is a color version of the TR-1
off-the-air receiver. Also on display will be
field intensity meters (120D, 107A), phase
monitor (108), and video jacks, jack strips
and patchcords. Company representatives
will be K. B. Redding and R. P. May, sales
representatives, and Raymond Rosenberg
and Edward Swanson, engineering depart-
ment.
PERKIN-ELMER CORP.
Space 2
THE Perkin-Elmer Corp. exhibit will be
exclusively devoted to the Auto-Zoom lens,
a variable focus tv lens. Peter Moller will
represent the company.
PHELPS DODGE COPPER PRODUCTS
Suite 649
STYROFLEX, Spirafil and Foamflex coax-
ial cables will feature the display by the
Phelps Dodge Copper Products Corp.
Expected to attend are C. D. Dimity,
E. J. Jean, G. A. Johnson, T. J. Kelly, F.
W. Lemly, J. B. Lynch, J. F. McGuire, H.
A. McCormick. S. F. Murphy, H. L. Olds,
F. K. Packard, R. E. Plant, and G. A. Yates.
PHILCO CORP.
PHILCO will show newly designed tv signal
processing equipment for gamma correction
and electronic masking; universal switching
and fading equipment capable of handling
any kind of tv signal, and special effects
equipment, integrated with switching and
fading to explore the possibilities of special
effects in color.
Also to be shown will be a completely in-
tegrated tv system in a typical layout, fully
flexible and adaptable to the operational re-
quirements of any station for either color or
black-and-white.
PRODELIN INC.
Suite 550A
THEME of the Prodelin exhibit will be
antennas, transmission lines and towers for
radio-tv microwave relay. Prodelin Presi-
dent L. A. Bondon will head the firm's
convention delegation, and accompanying
him will be J. F. Cosgrove, sales manager;
G. A. Lakin, sales engineer, and D. F.
Koijane, technical service engineer.
RAYTHEON MFG. CO.
Space 8
LATEST developments in tv microwave re-
lay equipment by Raytheon will be displayed.
Included among the firm's exhibits will be
a new version of the KTR television micro-
wave relay series, and a prototype of an
all-traveling wave tube microwave repeater
system. The company will display its KTR
links in both the portable and the rack-
mounted versions, and also will show several
new accessory items including a wideband
waveguide diplexer.
With the theme of "Let's Talk Design,"
the Raytheon showing will include an in-
formal discussion session.
Raytheon officials in Chicago will be D.
J. Webster, marketing manager; A. E. Keleh-
er, manager of communication product plan-
ning; and Ed Alpert, assistant manager for
communication product planning.
RCA
Space 17; Suites 604A-605A-607A
RCA will feature 15 new developments in
studio and transmitting equipment. High-
lighted will be a monochrome tv studio cam-
era (TK-15) with a vidicon pickup tube.
The camera has a seven-inch kinescope lens,
four-lense turret, built-in video operating
controls and a new non-linear optical focus.
E. C. Tracy, manager of RCA's broadcast-
tv equipment department, said a complete
RCA color tv studio will be in continuous
operation, featuring latest equipment. Eco-
nomical size and cost as well as improved
performance are claimed for these new
items. Exhibits are built around complete
lines of equipment for vhf-uhf color and
monochrome stations and for am/fm radio
stations.
A traveling wave antenna for operation in
the vhf high band will be shown. It is engi-
neered with a slotted cylinder and a simple
feed system, providing optimum vertical pat-
terns and a simplified structure with less
windload and no protrusions.
Slide projector for tv with a capacity of
36 2x2 transparencies will be shown. The
projector is designated TP-7A.
Two vhf high-band, 500 w tv transmitters
for low-power originating or satellite opera-
tion will be featured. One, TTL-500AL, is
for chs. 2 through 6; the other TT500AH
is for chs. 7 through 13.
RCA's 50 kw am Ampliphase transmitter
(BTA-50G) will illustrate the new design
approach for am transmission, including re-
mote control operation.
Much of the color apparatus will be
shown at work. A highlight in the am display
will be a completely equipped radio station.
Among featured items are:
A 21 -inch monitor for showing color pic-
tures from live and film cameras — TM-21.
Universal coaxial transmission lines for
simplified installation and minimized main-
tenance and procedure.
An RCA stabilizing amplifier, TA-9, de-
signed to eliminate low frequency disturb-
ances.
Transistorized portable amplifier and
audio tape recorder.
New video studio, audio and am gear.
Representatives of RCA will include
Arthur L. Malcarney, vice president and
general manager, RCA's Commercial Elec-
tronic Products; G. H. Brown, chief engi-
neer; A. R. Hopkins, manager, commercial
electronic marketing; Mr. Tracy; M. E.
Trainer, merchandising manager, and J. P.
Taylor, advertising manager.
Other executives of the RCA Broadcast
and Tv Equipment Dept.: E. N. Luddy,
manager, transmitter and antenna equip-
4% A L FORD
%^||?w Manufacturing Co., Inc.
299 ATLANTIC AVE., BOSTON, MASS.
Page 112 • April 1, 1957
Broadcasting • Telecasting
I
Advertising Age
fills an important spot
in our business../'
says J. H. S. ELLIS
President and General Manager
Kudner Agency, Inc.
'I follow Ad Age for the news of the advertising business ... it provides
alert, accurate and interesting coverage of what's going on in the field
of advertising. It is on my desk every Monday morning and
always packed with timely information an agency head needs."
j. h. s. ELLIS
Mr. Ellis brought over 38 years of agency ex-
perience to Arthur Kudner, Inc. in 1944, when
he joined that firm as its president. His work
experience began in Indiana when he started
his own outdoor advertising plant. After
World War I, he became a copywriter in
Columbus, Ohio. Since 1945, when he and
other key members of the staff formed the
Kudner Agency, annual billings have grown
from $15.0 million to $66.2 million. Mr. Ellis
maintains a keen and continuous interest in
the creative side of the business, patterning
many of his clients' campaigns. Engaged in
many advertising activities, he is a past treas-
urer and director of the 4 A's, and current
chairman of the N.O.A.B.
In the fast-moving field of advertising where today's important
decisions are often shaped by yesterday's developments, Advertising Age
fills an important spot for most of the executives who are
important to you. More than a news magazine, Ad Age keeps
advertising-marketing executives in touch with trends and developments —
yes, and sales stories of important media — that
help guide market and media selections. AA is packed with
information vital not only to those who activate, but to those who
influence these marketing decisions.
The Kudner Agency, for example, ranks high among
important-to-broadcast agencies. In 1956, its combined radio-TV billings
of $13,000,000 placed it 24th among the top agencies handling
broadcast advertising.* Among its important accounts are such firms as
Goodyear Tire and Rubber Co. and General Motors Corp. — where
Kudner handles advertising for nine subsidiaries including
Buick Motor Division, Frigidaire Division and Fisher Body Division.
Every week, 49 paid subscription copies of Ad Age get intensive
readership in the homes and offices of Kudner executives.
Further, 74 paid subscription copies get similar readership each week at
General Motors, its subsidiaries and Goodyear Tire and Rubber Co.
Add to this AA's 37,000 paid circulation, its tremendous penetration of
advertising with a weekly paid circulation currently
reaching over 10,000 agency people alone, its intense readership by top
executives in national advertising companies, its unmatched
total readership of over 141,000 — and you'll recognize in Advertising Age
a most influential medium for swinging broadcast decisions your way.
^Broadcasting- Telecasting 1956 Report.
2 00 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
1 Year (52 issues) $3 400 LEXINGTON AVENUE • NEW YORK 17, NEW YORK
Broadcasting • Telecasting
April 1, 195;
Page 113
ment sales; V. E. Trouant, chief engineer;
W. B. Varnum, manager, studio equipment
sales, and Dana Pratt, manager broadcast
field sales. RCA broadcast field sales repre-
sentatives will be in attendance at the RCA
exhibit.
THE RUST INDUSTRIAL CO.
Suites 658A-659A
REMOTE control systems for radio stations,
including the deluxe 108-D 25-function sys-
tem, the deluxe 108-C 10-f unction system
and the economy 108-F 10-f unction system,
will be displayed by Rust.
Also on exhibit will be the new Rust re-
mote control units. Slated to be in Chicago
are William F. Rust, president and general
manager, and Donald G. Inman, broadcast
sales manager.
broadcast transmitters will be demonstrated.
Present will be Paul Schafer, head of the
company; William Amidon, chief engineer
and Jaye Smith.
STANDARD ELECTRONICS CORP.
Space 25
STANDARD'S new 25-kw amplifiers (Mod-
els AL-634, chs. 2-6, and AH-634, chs. 7-
13) will be featured at Space 25, Main Ex-
hibit Hall. They have been used as drivers
with RCA, GE, DuMont, Federal and Gates
transmitters and feature "built-in patchovers,
full-length glass doors, unlimited flexibility
and economy in operation." Standard also
will show one of its 500-w tv transmitters
without cabinetry for an unobstructed view.
Personnel: William H. Zillger, Allen R.
Taylor, William H. Rappolt, James T. Camp-
their display include vertical interval test
signals, portable video transmission test
equipment, a new portable sync generator
and a portable video transmission test signal
receiver for precise measurement of dif-
ferential phase and differential gain.
In addition to the corporation's exhibit,
J. R. Popkin-Clurman, Telechrome's di-
rector of engineering, will deliver a paper
on "New Signals for Testing and Control
During Programming of Monochrome and
Color Tv."
Representing the company at the con-
vention will be H. Charles Riker, vice presi-
dent in charge of sales, and Mr. Popkin-
Clurman.
TELEPROMPTER CORP.
Space 29, 18
TELEPROMPTER says it will be third
HIGHSPOTS
ALONG EXHIBITORS' ROW
Lambda-Pacific's new 50 kw amplifier.
Page 111
*1
RCA's traveling wave antenna for vhf.
Page 112
The Kin Tel broadcast studio monitor.
Andrew's remote control coaxial switch.
Page 106
American Microwave relay equipment.
Page 104
SCHAFER CUSTOM ENGINEERING
Suites 653-656
THE sixth floor display will be built around
a new remote control system (4ooR) and
accessories. A remote control unit for all
bell, S. Perry Jenkins, Robert C. Hutchins,
Lewis E. Pett, H. Duncan Peckham Jr.
TARC ELECTRONICS INC.
Space 20
TARC will show 1 1 pieces of its line of gear
for the tv broadcasting industry, including
its new color tv switcher, several of which
now are performing satisfactorily in the
field, Tare reports. Also will be shown Tare's
new field-type sync generator, automatic
gain amplifier and an expanded line of dis-
tribution amplifiers and power supplies.
SARKES TARZIAN INC.
Space 12
VIDICON and orthicon cameras will be
shown, including newly developed features.
Other equipment on display will be film
equipment, transmitter microwave gear,
kinescope receiving apparatus and miscel-
laneous video accessories. Personnel will
include Biago Presti, sales manager; Dan
Meadows, John Mahler, Mel Berstler and
Ubar Donovan, sales engineers; Wendell
Fuller, chief engineer.
TELECHROME MFG. CORP.
Space 10
PRODUCTS to be featured by Telechrome
Mfg. Corp., Amityville, L. I., N. Y., in
largest exhibitor with two exhibition areas.
Featured will be the new Mod V TelePromp-
Ter and a new rear screen projector, the
TelePro II, plus elements of TeleMation
and TeLights. In its other exhibition area
it will have a PCA exhibit with Western
Union equipment, manned by TelePromp-
Ter personnel.
Representing TelePrompTer: Irving B.
Kahn, president; H. J. Schlafly, engineering
vice president; Hebert W. Hobler, sales vice
president; James Blair, production director;
Ray Hagen, production executive; Paul Mc-
Causland, equipment service manager; Curt
Howard, technician; Joe Kovalchik, head
technician, Chicago; Ted Boisumeau, mana-
ger, Chicago office.
Page 114 • April 1, 1957
Broadcasting • Telecasting
UTILITY TOWER CO.
M & A ALEXANDER PRODUCTIONS
CALIFORNIA NATIONAL PRODUCTIONS
Space 32
UTILITY Tower Co.. will exhibit a "com-
pletely ne%v idea" in plastic tower structure
(Plasteal utility tower), besides the standard
tubular tower models now on the market and
the new utility solid round towers.
Representatives: C. E. Nelson. Mrs. Jem'
Nelson and Assistant Manager V. G. Duvall.
TELEVISION EQUIPMENT CO.
Space 33
BOTH heavy and lightweight lighting equip-
ment, plus newsreel cameras and a new tv
prompting device, will be displayed by Tele-
vision Equipment Co.. Chicago. Heavy duty
equipment ("manufactured by J. J. Mc-
Allister) consists of Kleig and flat lines, while
economy will be stressed in lighter equip-
ment of Colortran. Latter is designed to give
maximum lighting with limited current and
budget. Prompting device utilizes closed
circuit television hookup between monitor
and projector. Newsreel cameras (Auricon
and Arriflex) will be shown. Television
Equipment Co. also plans to exhibit editing
equipment. In attendance at its booth will be
Bill Behrend, president: Jack Behrend, vice
president, and Fred Voss. salesman.
VISUAL ELECTRONICS CORP.
Space 23
A NEW device for extending the useful
life of image orthicon tubes u ill be among
the displays by Visual.
Many of the corporation's engineering
sales representatives will be on hand to aid in
demonstration of the equipment made by
manufacturers whom Visual represents:
Lambda-Pacific microwave equipment for
remote pickup. STL intercity relay: GPL
film equipment for color and black and
white: Telechrome Video Transmission test
equipment; Tare Master Control and Ter-
minal equipment: Alford antennas and
diplexing equipment: Conrac color and black
and white quality monitors, and others.
Scheduled to represent the company:
From headquarters. James B. Tharpe, Pat
Gallagher, Morris Mayers. Cecil Grace.
Slated to attend from regional offices. Felix
Bonvouloir, Dayton. Ohio; Lewis Radford,
Atlanta. Ga.; Wayne Marcy, Houston, Texas;
Hal Armant, Los Angeles: Lyle Keys, Den-
ver, Colo., and Walt Schaefer. Chicago.
Tv Film & Radio
Program Services
ABC FILM SYNDICATION INC.
Room 509; Suites 2316-2319
TWO headquarters will be maintained in
the Conrad Hilton by ABC Film to show-
case ABC Film properties, promotions and
services.
Personnel to be on hand: President
George T. Shuperf. Don L. Kearney, vice
president in charge of sales: Robert Mar-
cato. eastern sales manager: Lee Francis,
advertising-promotion manager; Howard
Anderson, midwest sales manager; Robert
Miehle. midwest salesman, and Robert Fisk,
film manager.
Suite 515A-517A
NEW film series will be displayed, includ-
ing Byline Steve Wilson and feature releases
just added to the line. Westerns also will
be shown. Representatives will be Arthur
Alexander, Larry Stern and Arnold Stern.
ASSOCIATED ARTISTS PRODUCTIONS
Suite 507-A
AAP's display will highlight Warner Bros,
features and cartoons and the "Popeye" car-
toons. Representatives attending: Eliot Hy-
man, W. Donald Rich. Donald Klauber, Jay
H. Smolin, Arthur Kalman. Len Hammer.
Jean Smith. Herbert Richek. Herman Katz.
Robert Morin. Lester Tobias. Buck Long.
Kirk Torney. Marguerite Blaise. Robert
Montgomery. Ben Elrod. John McCormick.
Dave Hunt. Paul Kwartin. Norman Katz
and Al Sussman.
BONDED TV FILM SERVICE
Suites 11 04- A, 11 05- A, 11 06- A
BONDED and its associate firm. TeleShip-
pers Inc.. will maintain a hospitality suite.
On hand will be President Chester M. Ross.
Wade Barnes, general sales manager, and
Emanuel Kandel. executive vice president.
Bonded Tv distributes tv films, services
advertising agencies on syndicated sales and.
through its print procurement service, pro-
cures tv commercials for agencies and cli-
ents for national and international distribu-
tion. TeleShippers services the majority
of tv stations in America.
Blackstone Hotel
CNP, subsidiary of NBC, will be repre-
sented: President Robert D. Levitt; H. Wel-
ler Keever. director of sales, NBC Televi-
sion Films; Clifford Ogden, western sales
manager, NBC Television Films, and Ed-
ward A. Montanus, central sales manager
of NBC Tv Films.
CBS TELEVISION FILMS SALES INC.
Suite 1900
WH1RLY BIRDS series and CBS Newsfilm
will be starred at the CBS Television Film
Sales exhibit in the Conrad Hilton. Visitors
may stop to be photographed with a Whirly-
bird model at the controls of a helicopter at
the suite entrance. Inside they will find an
eight-ft. map of the world with lights to
mark CBS news bureaus, distribution points,
location of cameramen and cities where CBS
Newsfilm is shown. Other displays will be
devoted to Amos 'n' Andy, Range Rider,
Gene Autry, Brave Eagle, Buffalo Bill Jr.,
Life with Father, San Francisco Beat, Under
the Sun, The Whistler, Adventures of Cham-
pion. Annie Oakley, Fabian of Scotland
Yard, Files of Jeffrey Jones and Terrytoons.
Officers at the exhibit will be Leslie Harris,
vice president; Fred J. Mahlstedt, director of
operations and production; Thomas W.
Moore, general sales manager; Walter A.
Scanlon, merchandising manager; John C.
Sebastian, publicity manager, and three Chi-
cago account executives: Donald R. Gold-
smith, Lee Stone and Bernard J. Johnston.
B*T's annual Blind Bogey Golf Tournament will be held Sunday,
April 7, at the 27-hole Mid%vest Country Club (above), Hinsdale, 111.
Over 20 prizes, including B»Ts silver trophies for low gross and low
net, will be awarded. Tee-off time is 9:30.
MAIL THIS RESERVATION TODAY, TO:
BROADCASTING • TELECASTING 1735 DeSoles St., N.W., Wash., D. C.
Name
Address
Firm
I will want a ride to the club [~ J
Convention Headquarters: Conrad Hilton, Suite 704A
Broadcasting • Telecasting
April 1. 1957 • Page 115
HARRY S. GOODMAN PRODUCTIONS
Suites 556A-557A
GOODMAN Productions has taken a suite
at the Conrad Hilton, appropriating one
room for station executives who just want
to relax, and the other for "fireworks," as
Harry S. and Everett Goodman describe
their collection of radio program packages
and services. These include Tex and Jinx
McCrary's new syndicated program. New
York Closeup, A. L. Alexander's quarter-
hour Court of Human Relations, eight new
mystery-adventure programs currently in
production and the Goodman station jingle
service. Station and agency executives who
respond to the Goodman invitation, "Radio
— we believe in it. If you do, come in and
see us," will be offered unusual gifts.
GUILD FILMS CO.
Suites 528A-530A
GUILD Films' exhibit emphasis at the con-
vention will be on two new shows. Jack
London's Capt. David Grief and Kingdom
of the Sea. Both were filmed in color and
black-and-white. Other displays in the Guild
suite will feature the Liberace Show, Con-
fidential File, Molly, Raymond Massey's I
Spy and the Lantz cartoons. Guild officers in
the suite will be President R. R. Kaufman;
John J. Cole, vice president for sales: Lou
Shainmark, vice president for public rela-
tions; Arthur Gross, assistant to the presi-
dent; Lou Dickey, regional sales supervisor;
Jerry Liddiard and Irving Feld. Bob De-
Vinney, head of Chicago sales, will serve as
host.
HOLLYWOOD TELEVISION SERVICE
Suites 2500-01-02 A
CURRENT syndicated series of Hollywood
Television Service, selling hundreds of fea-
tures, action series, adventure subjects and
other film programs, will be demonstrated
in a large exhibition suite. Rex Allen, star of
Frontier Doctor, will be present. HTS plans
a surprise announcement for a new syndi-
cated series.
Executives at the convention will be
Earl Collins, president; Richard G. Yates,
vice president, and Sam Seplowin, sales
representative.
INTERNATIONAL NEWS SERVICE
Suite 600
INS Television Div. has taken a Hilton
suite to feature Telenews Daily Newsfilm
and other services. The latter include Tele-
news Weekly News Review, This Week in
Sports, produced, with the daily newsfilm,
by Hearst-Metrotone News Inc.; Ask the
Camera, INS 35mm tv photo service, INS
news wire, stock film footage and INS Spe-
cial Services (fact-finding, research, photo
and film assignments anywhere in the world,
booklets and brochure produced to order).
Robert H. Reid, television division man-
ager, will head the INS Chicago delegation.
Accompanying him are Saul Reiss, national
tv sales; Gene Roguski, INS central division
manager; Michael Griffin, central division
sales representative; Frank Koza, Chicago
Telenews bureau manager, and Peter Harris,
Chicago manager, International News Pho-
tos.
Page 116 • April 1, 1957
KEYSTONE BROADCASTING
Suites 804-05-06
KEYSTONE Broadcasting System will play
host to representatives from its 932 affiliated
stations and advertising clients. KBS execu-
tives in attendance will include Sidney J.
Wolf, president; Edwin R. (Pete) Peterson,
vice president; E. Richard Peterson Jr., ac-
count executive, and Blanche Stein, stations
relations director.
LANG-WORTH
Suites 536A & 547 A
LANG-WORTH Feature Programs Inc. will
exhibit the use of jingles for the local mer-
chant. Commercial material for the local
merchant includes "Radio Hucksters" and
"Airlifts." The material is recorded in co-
operation with the radio broadcaster. Talent
is diversified — solos, trios, quartettes, mixed
groups — single instrument to full orchestra
background.
In attendance will be Cy Langlois Sr.,
Johnny Langlois, Cy Langlois Jr., Winnie
O'Keefe, Hugh Allen, Bob Hall. Charlie
Hess, Ed Gardner and Bob Boehmer.
MCA-TV LTD.
MCA-TV Ltd. will be represented by David
Sutton, vice president in charge; Vice Presi-
dents Wynn Nathan, Lou Friedland, Ray
Wild, Bob Greenberg, DeArv Barton, and
Publicity Director Ed Aaronoff.
MGM-TV
Suites 534 (exhibit) & 2405 (hospitality)
MGM-TV will show original theatrical
movie trailers from MGM films. In addi-
tion, there will be a complete display of
promotional material and props, and origi-
nal costumes worn by models.
Attending will be Charles C. (Bud) Barry,
vice president for television; Richard A.
Harper, Pete Jaeger, Maurie Gresham.
Charles Alsup, Paul Mowery, Jack Tilden,
Monroe Mendelsohn.
NATIONAL TELEFILM ASSOCIATES
Suites 505, 506. 507
THEME of the NTA convention exhibit
will be, "NTA gives you the big show,
everytime." The three rooms will include a
dixie band and feature films will be shown
in a little theatre. Polaroid cameras will
be awarded daily plus a portable tv set as
grand prize.
Heading the NTA delegation will be Ely
A. Landau president, accompanied by Oliver
A. Unger, executive vice president; Harold
Goldman, vice president, sales; Edythe
Rein, vice president; Edward Gray, vice
president. West Coast sales; E. Jonny Graff,
vice president, Midwest sales; Bernard Taba-
kin, director of national program sales;
Aaron Beckwith, business development di-
rector; Martin Roberts, promotion-sales
service director; Kermit Kahn, advertising
director; Harry Algus, publicity director;
Harvey Chertok, promotion coordinator.
Representing NTA Film Network will
be Raymond Nelson, vice president-general
manager; William Koblenzer, director of
sales; Anthony Azzato, director of station
relations, and Frank Young, director of
publicity.
OFFICIAL FILMS
OFFICIAL FILMS Inc. will display in
graphic form its library of products and
multi-colored poster blow-ups. There will
be an analysis of half-hour programming
versus features, stressing package plans and
new sales concepts.
Attending will be Herman Rush, vice
president sales; Wells Bruen, Art Breecher,
Jack Garrison, Bobby Conn, Barney Mack-
all, Jerry Lee and Jeff Davis.
The firm handles among others — Adven-
tures of Sir Lancelot; Colonel March of
Scotland Yard; Rocky Jones, Space Ranger.
RCA RECORDED PROGRAM SERVICES
Suite 500
RCA Recorded Program Services will give
away a 1957 Dodge as one of the door
prizes. The giveaway ties in with the The-
saurus' half-hour musical series The New
Lawrence Welk Show. Other prizes will be
an RCA Victor Hi Fi Console and an RCA
Victor personal tv set. A daily champagne
hour from 4 to 5 will also be a part of the
display.
STANDARD RADIO TRANSCRIPTION
Suite 539A
FEATURED by Standard Radio Transcrip-
tion Services Inc. will be the "Lawrence
Welk Library," a transcription package of
Mr. Welk's "latest and best," with voice
tracks, themes, program formats; "Shorty
Tunes," a monthly service of 20 tune pops
and standards by "leading bands and com-
bos," all instrumental; sound effects library;
Standard Program Library of 5,000 music
selections and a collection of commercial
aids and jingles. Examples may be audi-
tioned on the spot.
Representatives: Milton M. Blink, presi-
dent; Olga Blohm, general manager; Charles
Michelson, eastern representative.
WALTER SCHWIMMER CO.
Suite 553
SCHWIMMER Co.'s filmed program exhib-
its will be Championship Bowling, films
featuring match elimination games between
bowling champions, filmed by a new five-
camera continuous "live" action method;
Eddy Arnold Time, pop and country musi-
cal series featuring Mr. Arnold singing "his
all-time RCA Victor hit songs"; All-Star
Golf, films featuring elimination matches
between such champion golf pros as Sam
Snead and Cary Middlecoff and other lead-
ing golf professionals.
Representatives: Walter Schwimmer, pres-
ident; Bernard Crost, sales vice president;
Arthur E. Pickens Jr., programming vice
president.
SCREEN GEMS
Suites 512A-513A
TWELVE representatives of Screen Gems
will be hosts. Among featured displays will
be the Ford Theatre and Father Knows Best
film series. Representatives include Ralph
Cohen, John Mitchell, Henry White, Jerry
Hyams, Bob Seidelman, Phil Cowan, plus
area managers Ben Colman, Richard Dins-
more. Henry Gillespie, Frank Browne and
Stanley Duddleson.
Broadcasting
Telecasting
1
SIGNET TV
Suite 635A-636A
SIGNET will display 35 feature films, all
Paramount. Nat Gassman. owner, describes
this as the '"Action Package." claiming it
was sold in 20 top markets in 45 days,
plus smaller markets. With Mr. Gassman
will be Bill Pomeroy. regional representative.
STERLING TELEVISION CO.
Suite 509A
THEME of this year's exhibit by Sterling
Television Co. Inc. centers around three new
tv series properties — Time In For Sports,
Cartoon Classics Serials, and Recordtoons.
Special screenings of the three series films
will be held.
Time In For Sports, a half-hour series,
features spot coverage of dramatic sports
events; Cartoon Classics Serials is a cartoon
serialization of many favorite children's
stories, and Recordtoons combines three
elements of children's entertainment — tele-
vision, animation and some 50 children's
records.
TELEMAT
Suite 519A-520A
THE animated commercials in kit form
for use by tv stations in selling local and
regional accounts will provide the exhibit
theme. A new color line will be introduced.
Representatives will be Sid Freeman, Robert
Boak and Bill Tennell.
TELEVISION PROGRAMS OF AMERICA
Suites 532 A, 533 A, 5 34 A
A HOSPITALITY SUITE will be set up
by officials of Television Programs of
America Inc. There will be no TPA exhib-
it this year.
Representing TPA will be Milton A. Gor-
don, president; Michael M. Sillerman. ex-
ecutive vice president: Bruce Eells. vice
president of the Western division: William
H. Fineshriber Jr., vice president. New-
York; Kurt Blumberg. assistant vice presi-
dent; Walt Plant, central division manager:
Pat O'Brien, account executive; Stanley
Levy, account executive, and Jerry Franken.
director for press and promotion.
TRANS-LUX TELEVISION
■ Suite 546
TRANS-LUX will give away in folder pres-
entations printed at a cost of $3 each, on
'"101 Programs for Television." suggestions
on how to use the Encyclopedia Britannica
Film Library for "expensively produced yet
low cost programs.'" Trans-Lux has exclu-
sive tv rights to the Britannica Library. A
paneled display on the walls will describe
use of EB education films as commercial
tv programs. The EB collection boasts 650
films and 50 more are added yearly.
Representatives: Richard Carlton, vice
president in charge of sales: Leo Brary. east-
ern sales manager; Al Naroff. west coast
manager.
SESAC INC.
Suites 524A-526A
SESAC's special attraction will be "a new
concept in transcribed music libraries — the
Sesac Transcribed Library," which lets the
Broadcasting • Telecasting
broadcaster "choose the package that fits
your programming best." Regardless of its
programming format, the station now can
order individual sections from the Sesac li-
brary to conform with its local musical pro-
gramming format. Sesac will introduce artists
Faron Young and the Anita Kerr Singers,
Alfredo Antonini, Joe Venuti, Elliot Law-
rence, Buddy Weed and others, plus three
new script series — "Rendezvous With Malt-
by," "Magic Holiday'' and "Tuneful
Topics."
Representatives: Alice Heinecke, Evarard
S. Prager. assistant to president; Robert
Stone, director of program service; Jim My-
ers, director of station relations; Sidney
Guber, station relations; and field representa-
tives Harold FitzGerald and Glenn Ramsey,
plus David R. Milsten, Sesac's western coun-
sel.
UNITED PRESS ASSN.
Suites 546A-548A
UNITED PRESS Movietone will exhibit the
UP's radio-television wire; Unifax, the UP's
facsimile newspictures for tv; the press asso-
ciation's Movietone newsfilm and script wire;
and its sports wire and business wire.
Those representing the United Press at the
convention will be LeRoy Keller, vice presi-
dent and general sales manager; William C.
Payette, assistant general news manager; C.
Edmonds Allen, director of special services;
William R. Higginbotham. manager, UP
Movietone; Bert Masterson, central division
manager; Francis T. Leary, central division
news manager; Edward L. Brant, central
division business manager; Jesse Bogue, cen-
tral division news editor; Richard L. Dugan,
business representative, Louisville, Ky.; Rhea
Eskew, Southern division business manager;
James M. Flinchum, business representative,
Dallas: Henry E. Minard. Pacific division
business manager, and James J. Smith, busi-
ness representative, Albany, N. Y.
WORLD BCSTG. SYSTEM INC.
Suite 512
SOUND-O. a dynamic radio sound effects
game, will highlight the exhibits by World
Bcstg. System Inc., New York. World's new-
est merchandising idea will be on display.
With its central theme, "W-O-R-L-D
SPELLS SALE$ FOR RADIO STATION,"
the World exhibit will feature many '"sales
for profit" opportunities for radio stations,
said Dick Lawrence, general manager of the
program service company. The exhibit will
include merchandising ideas, new stars,
across-the-board features, special-event
shows, production aids and special sales-pro-
ducing campaigns for the local level, Mr.
Lawrence noted.
Representing World Broadcasting at the
convention will be Mr. Lawrence; Robert W.
Friedheim. vice president; James Weathers
national sales manager; Ken Joseph, assist-
ant sales manager and other officials of the
program service firm.
ZIV TELEVISION PROGRAMS INC.
Suites 556. 557, 560
SYNDICATED tv shows by Ziv Television
Programs Inc. will be shown. Among the
programs to be displayed by Ziv are High-
way Patrol, The Man Called X, I Led Three
Lives, Men of Annapolis, West Point, The
New Adventures of Martin Kane, Dr. Chris-
tian, Mr. District Attorney, Boston Blackie,
Favorite Story, Times Square Playhouse,
Science Fiction Theatre, Cisco Kid and
others, Heading the special division will be
Pierre Weiss, general manager, and Stanley
Florsheim, general sales manager.
Among the series to be offered on an
across-the-board basis from Ziv's "Economee
Tv" division are Mr. District Attorney, I
Led Three Lives, Boston Blackie, Favorite
Story and Times Square Playhouse.
Representing Ziv at the convention will
be Frederic W. Ziv, chairman of the board;
John L. Sinn, president; M. J. Rifkin, vice
president in charge of sales; Alvin E. Unger,
vice president in charge of the Chicago office;
Ed Broman, Midwest division sales man-
ager; Jack Gregory, Eastern division sales
manager; and other officials from the syndi-
cated sales and national sales departments.
Ratings & Other Services
AMERICAN RESEARCH BUREAU
Suite 630A-631A
COVERAGE of every television station lo-
cated in a market that has been surveyed
will be shown on an 8xl0-ft. map. Coded
buttons for each station will reveal its
coverage electrically through a network of
lights. ARB will demonstrate survey informa-
tion for its services, including tv audience
measure with complete reports covering
the entire United States and 130 separate
metropolitan areas. Reception studies cover
341 additional markets, including uhf in-
formation. Representatives include James
W. Seiler, president: Roger N. Cooper,
station relations manager; Jack Gross, New
York manager; Bill Shafer, Los Angeles
manager.
COMMUNITY CLUB SERVICES INC.
Suite 8 18-82 OA
COMMUNITY Club Services, sales mer-
chandising and public relations consultant
service, will be on hand. Feature plan of the
service is the Community Club Awards
Campaign, now in use in more than 160
markets in this country and Canada. Joseph
B. Matthews. William M. Carpenter, Vic
Diehm and John C. Gilmore will represent
CCS at the convention.
A. C. NIELSEN CO.
Suite 1000
ACCURACY of "small, well-selected sam-
ples" will be demonstrated by A. C. Niel-
sen Co. with continuous operation of its
"'sugar scoop" display at the convention.
Nielsen also plans other displays, includ-
ing its audimeter and recordimeter devices
for measuring radio-tv set usage, and will
unveil two new broadcast media brochures
— "Radio Facts 1957" and ""Television Facts
1957." A new leaflet on differing aspects
of "coverage" and '"ratings." reflecting cur-
rent industry interest, also will be made
available. The "sugar scoop" display is de-
signed to be a "seeing is believing" demon-
stration of sampling, with a running box
score on performance promised each day.
Nielsen representatives will be George E.
April 1. 1957 • Page 117
J
Blechta, vice president-manager, eastern
Nielsen station index territory; William R.
Wyatt, vice president-manager, central NSI
territory, and Joseph R. Matthews, vice
president-manager of west coast broadcast
operations.
STANDARD RATE & DATA SERVICE
Suite 17 06 A
ADVANCED market data from the May
SRDS issues will be featured, plus survey
material and copies of radio and tv publi-
cations. Attending will be John Williams,
sales liaison; Warren Carhart, Roy Hess,
Alan Ingram, Allen Fegans, Joseph Fitch
and Bill Pierce, district managers; Leonard
Schultz, marketing analysis representative,
will also be on hand at SRDS Convention
suite in Chicago.
PROFESSIONAL SERVICES
Whitaker Joins Blackburn & Co.;
Will Be in Atlanta Office
STANLEY WHITAKER, former Southern
division manager for the United Press, sta-
tioned at Atlanta, today (Monday) joins the
radio-television-newspaper brokerage firm of
Blackburn & Co. Mr. Whitaker, who had
served with the UP in Atlanta for the past
22 years, will remain in that city and
join Clifford B. Marshall in the Blackburn
office there.
PROFESSIONAL SERVICE
PEOPLE
Howard Berk, trade news editor, CBS Radio
press information department, to Bernard
Relin & Assoc., N. Y., public relations firm,
radio-tv department.
PROFESSIONAL SERVICE
SHORTS
Wolcott & Assoc. Inc., L. A. public rela-
tions counselors, announces establishment of
S. F. office in cooperation with its national
affiliate, Albert Frank-Guenther Law Inc.
Address of new office: 425 Bush St. David
Shawe, account executive with Wolcott, and
Lucrezia Kemper, vice president and S. F.
office manager for Albert Frank-Guenther
Law, will be in charge, according to the
firm's announcement.
NETWORKS
NETWORK RATE CARDS LIST HIKES
FOR AFFILIATES OF ABC-TV, CBS-TV
MORE than 100 CBS-TV affiliates and
more than 75 ABC-TV stations get network
rate increases in the new rate cards cur-
rently being circulated by those networks.
In addition, officials reported last week
that CBS-TV will reduce station time rates
for network broadcasts between station
sign-on and 9 a.m. local time in the eastern
and central time zones, effective April 8.
This is being achieved through the estab-
lishment of a new Class D time category,
which will be 37.5% of Class A (this time
segment formerly was part of Class C,
which is 50% of Class A) .
Another reduction also will be effected
by CBS-TV on April 8 by extending Class
B time on Sunday afternoon from 2 to 6
p.m., instead of the present 2 to 5 p.m.
The 5-6 p.m. Sunday period up to now has
been part of Class A. Class B time is 75%
of Class A.
The new CBS-TV rate card, No. 13, was
effective as of March 10. ABC-TV's new
card. No. 7, went into effect March 1 .
ABC-TV affiliates getting higher network
rates in ABC's new rate card No. 7 include
the following, with old and new Class A
hourly rates also shown. (At least one
ABC-TV affiliate, WTVR (TV) Richmond,
received a cutback, from $950 to $875, a
comparison of the cards shows.) Getting
increases are:
KTEN (TV) Ada, Okla., from $150 to $200;
KTBC-TV Austin, Tex., $400 to $525; KBAK-TV
Bakersfield, Calif., $150 to $200; WBRZ-TV Baton
Rouge $375 to $400; WNEM-TV Bay City, Mich.,
$500 to $575; KFDM-TV Beaumont. Tex., $300 to
$400; WABT (TV) Birmingham $800 to $850;
WNAC-TV Boston $2,400 to $2,600; KXLF-TV
Butte, Mont.. $100 to $150; WWTV (TV) Cadillac.
Mich., $250 to $300; KCRG-TV Cedar Rapids $350
to $450; WCSC-TV Charleston, S. C, $300 to $400;
WBTV (TV) Charlotte $1,000 to $1,200; WDEF-TV
Chattanooga $475 to $500; WBKB (TV) Chicago
$3,000 to $3,300; WEWS (TV) Cleveland $2,000
to $2,300;
WRBL-TV Columbus, Ga.. $300 to $400; WTVN-
TV Columbus, Ohio, $900 to $1,025; WFAA-TV
Dallas $1,300 to $1,400; WLWD (TV) Dayton
$975 to $1,025: WTVP (TV) Decatur. 111., $300
to $350; WXYZ-TV Detroit $2,200 to $2,300: KDAL-
TV Duluth $350 to $450; WTVD (TV) Durham-
Raleigh, N. C, $450 to $550; WGLV (TV) Easton,
Pa., $150 to $200; WDAY-TV Fargo, N. D„ $300
to $400; WBTW (TV) Florence, S. C. $300 to
$400; WINK-TV Fort Myers, Fla., from bonus
to $50: WINT (TV) Fort Wavne, Ind., $350 to
$500; WBAP-TV Fort Worth $1,300 to $1,400;
KJEO-TV Fresno, Calif., $400 to $475; WOOD-TV
Grand Rapids $1,000 to $1,100;; WFRV (TV) Green
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
On the Air everywhere 24 hours a day— seven days a week
Bay, Wis., $350 to $400; WFMY-TV Greensboro,
N. C, $825 to $900;
WNCT (TV) Greenville, N. C, $300 to $350;
WSVA-TV Harrisonburg, Va., $200 to $250;
KTRK-TV Houston $800 to $900; WJHP-TV Jack-
sonville, Fla., $200 to $325; WKBT (TV) La
Crosse, Wis., $250 to $300; KABC-TV Los Angeles
$2,300 to $2,600; WAVE (TV) Louisville $1,025
to $1,100; WTOK-TV Meridian, Miss., $225 to
$275; WISN-TV Milwaukee $1,050 to $1,250.
KNOE-TV Monroe, La., $250 to $350; WSFA-
TV Montgomery, Ala., $350 to $400; WMTW (TV)
Mount Washington, N. H., $300 to $400; WNHC-
TV New Haven $1,100 to $1,400; WJMR-TV New
Orleans $250 to $300; WABC-TV New York
$4,700 to $4,800; WTAR-TV Norfolk $875 to $925;
KGEO-TV Oklahoma City-Enid $150 to $600;
KMTV (TV) Omaha $900 to $950;
WDBO-TV Orlando, Fla., $275 to $300; WTAP-
TV Parkersburg, W. Va., from bonus to $100;
WTVH (TV) Peoria, 111., $300 to $450; WFIL-
TV Philadelphia $2,600 to $3,100; KTVK (TV)
Phoenix $350 to $400; KOAM-TV Pittsburg,
Kan., $250 to $300; WPTZ (TV) Plattsburgh, N. Y.,
$200 to $275; WGEM-TV Quincy, 111., $300 to $350;
WREX-TV Rockford, 111., $400 to $450; WHBF-
TV Rock Island, 111., $700 to $850: KSWS-TV
Roswell, N. M., $100 to $175; KSD-TV St. Louis
$1,600 to $1,700; KGO-TV San Francisco $1,900
to $2,100; WTOC-TV Savannah, Ga., $200 to
$275; WISN-TV Milwaukee $1,050 to $1,250;
TV Sioux Falls, S. D., $320 to $410; KREM-TV
Spokane, Wash'., $300 to $350;
KYTV (TV) Springfield, Mo., $240 to $275; WTHI-
TV Terre Haute, Ind., $400 to $500; WCTV (TV)
Thomasville, Ga., $175 to $200; KWTX-TV Waco,
Tex., $200 to $250; WMAL-TV Washington $1,100
to $1,200; KAKE-TV Wichita $500 to $550; WILK-
TV Wilkes-Barre, Pa., $300 to 350; WKBN-TV
Youngstown, Ohio, $450 to $500;
CBS-TV affiliates getting increased net-
work rates include the following, also show-
ing their old and new one-hour gross rates:
In 56 — basic required group:
WCBS-TV New York $6,250 to $8,000; WAGA-
TV Atlanta, $1,050 to $1,200; WBRC-TV Birm-
ingham $825 to $1,000; WNAC-TV Boston $2,400
to $2,800; WBEN-TV Buffalo $1,275 to $1,400:
WCHS-TV Charleston, W. Va., $500 to $600;
WBTV (TV) Charlotte, $1,000 to $1,200; WBBM-
TV Chicago $3,700 to $4,100; WJW-TV Cleveland
$2,000 to $2,400; WBNS-TV Columbus, Ohio, $950
to $1,100;
WHIO-TV Dayton $975 to $1,100: KLZ-TV
Denver $700 to $800; KRNT-TV Des Moines $550 to
$700; WJBK-TV Detroit. $2,300 to $2,800; WFMY-
TV Greensboro - Winston - Salem $825 to $900;
WHCT (TV) Hartford $500 to $650; KGUL-TV
Houston - Galveston $800 to $1,100; WISH-TV
Indianapolis $1,200 to $1,400; KCMO-TV Kansas
City $1,200 to $1,400: KNXT (TV) Los Angeles
$3,200 to $3,500; WREC-TV Memphis $900 to $1,000;
WTVJ (TV) Miami $850 to $1,000; WCCO-TV
Minneapolis $1,400 to $1,650; WLAC-TV Nash-
ville $650 to $850; WTAR-TV Norfolk $875 to $925;
KWTV (TV) Oklahoma City $750 to $850; WOW-
TV Omaha $900 to $950; WCAU-TV Philadelphia
$3,100 to $3,500; KOIN-TV Portland. Ore., $800
to $950; WPRO-TV Providence $1,100 to $1,200;
sharetimers WHEC-TV and WVET-TV Rochester
$700 to $750; WHBF-TV Rock Island-Davenport
$700 to $850; KBET-TV Sacramento $550 to $750;
KWK-TV St. Louis $1,500 to $1,750; KTXL-TV
and KENS-TV San Antonio $600 to $700; KPIX
(TV) San Francisco $2,000 to $2,300; KSLA-TV
Shreveport, La., $425 to $525; WTVT (TV) Tampa,
Fla., $500 to $700; KOTV (TV) Tulsa $750 to $825;
KTVH (TV) Wichita-Hutchinson, Kan., $500 to
$650;
In the 50-station basic optional group — WFBG-
TV Altoona, Pa., $600 to $700; WRDW-TV Au-
gusta, Ga., $250 to $350; KTBC-TV Austin $350
to $525; KFDM-TV Beaumont $300 to $400;
WC AX-TV Burlington, Vt., $300 to $450; WMT-
TV Cedar Rapids. Iowa, $500 to $650; WCIA (TV)
Champaign, 111., $700 to $850: WCSC-TV Charles-
ton, S. C. $300 to $400; WRBL-TV Columbus, Ga.,
$300 to $400; KDAL-TV Duluth, Minn., $350 to
$450; WBTW (TV) Florence, S. C. $300 to $400:
WINT (TV) Fort Wayne $300 to $500: WBAY-TV
Green Bay, Wis., $500 to $750; WNCT (TV)
Greenville. N. C, $300 to $450; WJTV (TV) Jack-
son, Miss., $300 to $450: WJHL-TV Johnson City,
Tenn.. $300 to $350;
KTHV (TV) Little Rock $350 to $450: WKRG-
TV Mobile $375 to $450: WCOV-TV Montgomery,
Ala.. $200 to $225; WDSU-TV New Orleans $900
to $1,000; WDBO-TV Orlando, Fla., $275 to $450;
WGAN-TV Portland, Me., $300 to $450; WDBJ-TV
Roanoke, Va., $500 to $600; WREX-TV Rock-
ford. 111., $400 to $450: WGBI-TV Scranton $250
to $550: KVTV (TV) Sioux City. Iowa, $350 to
$500; WSBT-TV South Bend, Ind., $350 to $450;
KXLY-TV Spokane $350 to $500; WHYN-TV
Springfield-Holyoke. Mass., $250 to $350: KTTS-
TV Springfield, Mo., $250 to $325; WSTV-TV
Steubenville-Wheeling $400 to $500: WTHI-TV
Terre Haute $400 to $500: WIBW-TV Topeka
$250 to $300; WKBN-TV Youngstown, $450 to
$500;
In 52-station supplementary group — KFDA-TV
Amarillo $250 to $300: WTWO (TV) Bangor, Me.,
Page 118
April 1, 1957
Broadcasting
Telecasting
MANAGERS of CBS-owned radio stations and network executives gathered for lunch
on opening day of their annual meeting in New York, held March 18-21 at the Hotel
Pierre. Clockwise from lower left are Gordon F. Hayes, general manager of CBS
Radio Spot Sales; Richard F. Hess, research director, CBS Radio Spot Sales; Arthur
Hull Hayes, president of CBS Radio Div.; Fred Ruegg, general manager of KNX Los
Angeles; Thomas Gorman, general manager, WEEI Boston; Dr. Frank Stanton,
president of CBS Inc.; Carl S. Ward, general manager of WCBS New York; E. H.
Shomo, assistant general manager of WBBM Chicago; James M. Seward, executive
vice president of CBS Radio; Edward W. Wood Jr., general manager of Housewives'
Protective League; Robert Hyland, general manager, KMOX St. Louis; Jules Dundes,
CBS Radio vice president in charge of station administration, and Henry Untermeyer,
general manager of KCBS San Francisco.
$250 to $275; WWTV (TV) Cadillac, Mich., $250
to $300; KFVS-TV Cape Girardeau, Mo., $250
to $450; KKTV (TV) Colorado Springs $150 to
$225; KRCG (TV) Jefferson City, Mo., $200 to
$275; KODE-TV Joplin, Mo., $200 to $300; KHOL-
TV Kearny, Neb., $200 to $300; WKBT (TV) La
Crosse, Wis., $180 to $300;
WGAL-TV Lancaster, Pa., $1,050 to $1,200;
KOLN-TV Lincoln, Neb., $300 to $350; KGLO-
TV Mason City, Iowa, $200 to $400; WTOK-TV
Meridian, Miss., $200 to $275; KNOE-TV Monroe,
La., $250 to $350; WMTW (TV) Mount Washing-
ton, N. H., $300 to $400; KOSA-TV Odessa, Tex.,
$150 to $200; WTVH (TV) Peoria, 111., $300 to
$450; KHQA-TV Quincy-Hannibal $250 to $450;
WKNX-TV Saginaw, Mich., $225 to $300;
KSBW-TV Salinas-Monterey, Calif., $250 to
$325; WTOC-TV Savannah, Ga., $200 to $275;
KOPO-TV Tucson $200 to $225; KXJB-TV Valley
City, N. D., $300 to $400; WSAU-TV Wausau,
Wis., $150 to $300; KSYD-TV Wichita Falls, Tex.,
$250 to $350; WCTV (TV) Tallahassee, Fla.-
Thomasville, Ga., $175 to $200;
In 32-station extended market plan group —
WFAM-TV Lafayette, Ind., $70 to $85; KLAS-TV
Las Vegas $85 to $100; KTVO (TV) Ottumwa,
Iowa, $85 to $115; WJDM-TV Panama City, Fla.,
$70 to $80; KPAR-TV Sweetwater-Abilene, Tex.,
$125 to $150; KREX-TV Grand Junction, Colo.-
KFXJ-TV Montrose, Colo., $65 to $100 (no charge,
no rebate on Montrose); KOTA-TV Rapid City,
N. D., $50 to $100.
NETWORKS TO COVER
'57 NARTB MEETING
• Greatest coverage scheduled
• Top speeches to be telecast
ALL FOUR national radio networks and
two tv networks will bring highspots of
the NARTB convention (Chicago, Conrad
Hilton Hotel, April 7-11) to the nation.
The coverage will far surpass any past
broadcasting of industry proceedings (see
convention roundup story and features
starting page 79).
Live telecasts will include FCC Chair-
man George C. McConnaughey's luncheon
talk (Tues., 2:30-3 p.m. EST) on CBS-TV
and NARTB President Harold E. Fellows'
report to the people (Wed., 3-3:30 p.m.
EST) on ABC-TV.
NBC and CBS radio networks will pick up
the opening address of Gen. Alfred M.
Gruenther, American National Red Cross
president. Gen. Gruenther is the principal
speaker at the Tuesday opening of man-
agement meetings.
NBC also will broadcast a radio pickup
of the presentation of the NARTB Keynote
Award to former President Herbert Hoover.
The award will be accepted from President
Fellows by C. M. Jansky Jr., board chair-
man of Jansky & Bailey, who will represent
Mr. Hoover. The NBC delayed coverage
of the award is scheduled for 8:30-9 p.m.
EST the same day. CBS will broadcast a
taped version of Gen. Gruenther's speech
10:30-11 p.m. EST in the East and Midwest.
Chairman McConnaughey's address will
be heard at 10:05-10:30 p.m. EST on the
CBS radio network. ABC and Mutual will
carry live broadcasts of Mr. Fellows'
Wednesday speech. CBS will carry this
speech delayed at 10:05-10:30 p.m. EST.
Dozens of private meetings and social
events are being scheduled starting Friday
with the CBS-TV affiliates meeting (story,
page 124). Added to the list [B*T, March 25]
was an open house at the McCann-Erickson
offices, 318 S. Michigan Ave., Monday, 5-7
p.m. The offices are close to the Conrad
Hilton. Delegates and station representa-
tives will be guests. A number of station
representative firms are planning receptions.
ABC-TV Affiliates to Meet
ABC-TV affiliates will convene in Chicago
next Sunday prior to the opening of the
NARTB convention, it was announced last
week by Alfred R. Beckman, vice president
in charge of station relations for ABC-TV.
The affiliates meeting will be in the Grand
Ballroom, Blackstone Hotel, at 2 p.m.
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Broadcasting
Telecasting
April 1, 1957 • Page 119
NETWORKS
WITHIN the next few weeks, video tape
recording — the dream which Ampex Corp.
showed to be marketable commodity at last
year's NARTB convention — will finish its
first series of shakedown runs and enter the
most rigorous phase of testing it has yet
faced.
All three television networks are making
it the backbone of their various schemes for
maintaining sensible schedules during the
lunatic months of dislocation created by day-
light saving time. From April 28 through
Oct. 26, it'll be VTR vs. DST, with the tape
recording equipment getting day-and-night
workouts under actual broadcast conditions.
Two of the three networks have been
working with the equipment for months, on
the air as well as off. CBS-TV has been at it
longer, having placed the first order with
Ampex and received its first unit last Nov.
3 (CBS now has five units in operations,
seven others on order) . NBC got delivery of
three units last December (eight others are
on order) and like CBS has been putting
them through their paces to see what they
can do and how they may be made to do it
better.
ABC-TV. currently in the process of in-
stalling its three units, has had less time for
testing and its officials accordingly feel they'll
need a few weeks of DST experience before
they can make a proper appraisal.
From CBS and NBC engineers who have
worked closely and almost continuously with
the Ampex tape operation for months, how-
ever, it is possible to draw certain conclu-
sions:
1. Although many problems remain to
be cleared up before VTR can approach its
full potentialities as a broadcast tool, it is
clearly a workable system that now provides
picture quality better than kinescope record-
Page 120 • April 1, 1957
ings and approaching that of film.
2. The big problem now is not in the
equipment but in the tape, although both
CBS and NBC are working on equipment
improvements to compensate for some of
the tape's shortcomings.
3. Tape will be infinitely less expensive
than film, saving some of the networks close
to $10,000 a week in film stock and film
processing costs during the DST months
alone. The ultimate saving is incalculable at
this point, being dependent on the extent to
which VTR ultimately replaces film.
4. Nobody has done more than think
about the range of uses to which VTR may
be put. Until now, and certainly for the DST
months, its principal use is for delayed
broadcasts to overcome time differentials.
5. The expectation that tape "life" may
eventually be raised to at least 100 plays —
that's 200 times through the machine: 100
recordings and 100 playbacks — does not
seem extravagant.
Networks Ironing Out Problems
CBS-TV's William B. Lodge, vice presi-
dent of station relations and engineering,
who has supervised CBS-TV's work with
Ampex from the beginning, and his associ-
ates on the project — notably Blair Benson,
senior project engineer, and Howard Chinn,
chief audio-video engineer — speak with en-
gineers' natural caution in evaluating any
new gadget.
"On developments of this nature," Mr.
Lodge points out, 'you keep opening new
horizons — and finding new problems — so
that you cannot possibly expect to have com-
plete answers at this stage."
But he has seen enough to convince him
that the "promise" held out for the Ampex
machines a year ago — a "promise" which,
incidentally, led broadcasters who saw the
original unit in operation at the NARTB
convention to plunk down close to $4 mil-
lion in orders on the spot — will be fulfilled,
and that the problems foreseen then can be
overcome.
The biggest immediate problem is in the
tape — defects which show up on the screen
as "drop-outs" or result in too high a noise
level.
"Drop-outs" are those streaks that show
up from time to time, similar to automobile
ignition interference, which occupy a rela-
tively minute portion of the picture but are
distracting nevertheless. Generally they are
caused by scratches, pinholes, or "little
mountains and little valleys" on the surface
of the tape.
Many tapes are not sufficiently free of
these flaws to provide a usable picture. Ac-
cordingly, at least for now, the supply of
usable tape is limited.
This problem is being approached from
two directions. While the tape manufacturers
— Minnesota Mining & Mfg., Reeves, ORRa-
dio, and Audio Devices are the principal
ones — are trying to perfect the tapes, the
electronic engineers at Ampex, CBS, NBC
and presumably ABC are working on the
equipment itself, to make it capable of
handling less than perfect tapes.
At NBC, work with the Ampex equip-
ment is under the direction of Andrew L.
Hammerschmidt, vice president and chief
engineer; Charles H. Colledge, vice president
for facilities operations; Anthony M. Hen-
ning, director of tv production, and George
M. Nixon, director of engineering develop-
ment. At ABC, the work is under super-
vision of Frank Marx, vice president in
charge of engineering and general services.
Both NBC and CBS have minimized the
drop-out problem by an electronic inver-
sion process through which the drop-outs,
which normally show up white, are made
to appear on the screen as a less noticeable
gray color.
Also Ampex has recently made a change
in the equipment to eliminate picture
"wobble" that has been apparent on certain
types of tv receivers.
In the Ampex machine itself, the recording
head appears to be the critical component.
Rotating at exceptionally high speed —
14,400 revolutions per minute — the head
wears out relatively quickly, and rebuilding
it is a several hundred dollar item. CBS-TV
doesn't feel that it has yet had enough ex-
perience to build up an actuarial table on the
life expectancy of the average recording
head, but Ampex is guaranteeing 100 hours
per head and recent experience indicates this
is a reasonable expectation at this point.
Curiously enough, the performance of the
head improves with use — right up to the
breaking point.
CBS-TV's on-air use of VTR started
slowly and has progressed cautiously. "We
realized there would be growing pains and
we didn't want to subject the public to
them," Mr. Lodge explains.
Accordingly, when CBS-TV went on the
air with VTR late in November, after four
weeks of testing, it limited its use to west
coast delayed feeds of the quarter-hour Doug
Broadcasting • Telecasting
Edwards evening news show. A little later an
Arthur Godfrey program was "delayed" via
VTR. another one was put on the network
via tape while Mr. Godfrey was in Africa,
and in the future the tape will be used
regularly for west coast delays on his show.
The next step was to do a 45-minute and
then a one-hour See It Now program on
VTR. In addition, one Bob Crosby program
has been taped and two others are slated.
The Godfrey program presented in his
absence and the three taped Crosby shows
represent a step forward from the earlier
policy of using the Ampex equipment pri-
marily to overcome time differentials. They
point up another area of usage which un-
doubtedly will be exploited more fully when
VTR units are generally available and begin
to take their place as standard broadcast
gear.
Present Problems Enough
This is the area of the specially taped
show, recorded under live telecast condi-
tions but held for broadcast weeks or even
months later. This type of usage, when it
comes, may open up a whole new set of
union problems, but for the moment network
officials are too much engrossed with the
task at hand — that of learning all they can
about the equipment itself, and trying to
make it work better — and are too limited
in the number of units available to plan
ahead to extensive "new" uses.
Therefore, in those cases in which VTR
has been employed to date for purposes
other than overcoming time differentials, it
has been used to solve specific problems.
In the case of the Bob Crosby telecasts,
for instance, the three programs are being
put on tape (one already has been) because
all available studio space was slated to be
tied up by other CBS-TV productions at
the Crosby show's regular broadcast times
on three dates. So in each case an audience
is invited in at a time when studio space is
available and the show is staged exactly as
if it were being broadcast, except that it is
tape-recorded rather than put directly on the
air. To date, one Crosby show has been tape-
cast; the others are scheduled for April 1 1
and May 9.
NBC-TV is using VTR to solve another
type of production problem. Truth or Con-
sequences, an audience participation show,
originates in Hollywood and is carried on
the network at 1 1 : 30 a.m. to 12 noon. Feed-
ing it to the network live would mean that
it would have to originate on the Coast at
8:30 a.m. local time — not a good hour to
attract a wide-awake studio audience. So
NBC-TV stages the half -hour daily program
at a more convenient local time, tapes it,
and then feeds it to the network from VTR
the following day.
During the DST months, CBS-TV plans
to tape a total of 24*4 hours of program-
ming each week, while NBC expects to tape
about 30 hours a week and ABC-TV will
tape all of its live programming — an aver-
age of about 10 hours a week. CBS-TV
and NBC-TV will operate all of their Am-
pex units from Hollywood, while ABC-TV
is installing its equipment in Chicago.
Actually, the Ampex units will be in use
during DST two or three times the number
of hours of programs involved. First, it is
standard procedure to record on two ma-
chines, as a precautionary measure. Second,
each recorded program must go through one
of the two machines twice — once to record,
once to play back. Finally, some programs
will be played back more than once (to dif-
ferent legs of the network). Putting all this
together. CBS-TV figures that recording
24V4 hours of its programs each week will
actually mean around 125 hours of "machine
use" each week, and the increment in the
case of the other networks probably will be
of similar order.
The figures on DST usage also serve to
point up the financial savings that VTR can
mean.
CBS-TV estimates that each hour of pro-
gramming it "delays" via film costs around
$350 for film stock and film processing.
Simple arithmetic, then, shows that by de-
laying 24V4 hours a week via VTR rather
than film. CBS-TV will be saving itself
better than $8,400 a week in film stock and
processing alone.
Add to this the fact that tape can be
erased and re-used — for up to around 100
plays at the present stage of development —
while film, once used, cannot be exposed
again.
In terms of original cost there appears to
be no great difference between film and tape
equipment. A complete film system costs
around $42,000 while the cost of the Am-
pex units, which ranged around $75,000 for
the prototype models that CBS, NBC, and
ABC now have, has been brought down to
about $45,000 for a production model. An
hour's worth of 35 mm film, with develop-
ment, costs about $350, as compared to
$200 for an hour of tape, which of course is
re-usable.
Stands Alone at CBS-TV
CBS-TV passed a significant milestone a
few weeks ago. Until then, each program it
taped for on-air use was duplicated on 35
mm film, for use in case the VTR went on
the blink. NBC-TV still follows this proce-
dure, using either 16 mm or 35 mm, and
presumably ABC-TV will do the same at
the outset of own VTR operation. But CBS-
TV, which has been working with the Am-
pex units longer than the others, concluded
five weeks ago that VTR could stand on its
own feet. Having thus attained "confidence"
in VTR. CBS-TV stopped making standby
films.
If CBS-TV engineers needed any justifica-
tion for this decision, they presumably found
it a short time ago when they staged a dry
run of their DST operation. They taped and
replayed their entire DST schedule for a
full week, exactly as they plan to handle it
when DST goes into effect except that the
VTR playbacks were not put on the net-
work. Not a single bobble occurred in the
entire test, Mr. Lodge and his associates re-
port with considerable satisfaction.
Among other developments which CBS-
TV reports after its five months of work
with the machines are (1) the finding that it
is possible to re-record from one tape to an-
other with results that, while not quite up to
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Broadcasting • Telecasting
April 1, 1957 • Page 121
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NETWORKS —
the quality of the first tape, are "quite
usable" on the air, and (2) through various
adjustments, and by the use of 14-inch
reels, the amount of tape that can be re-
corded continuously can be increased from
one hour, generally regarded as the maxi-
mum when the machines were first intro-
duced, to an hour and a half.
It is possible to splice tape before it is re-
corded but not afterward. This is definitely a
limiting factor, although some authorities
feel it is "not an un-mixed blessing." When
it becomes possible to splice tape that has al-
ready been recorded, these experts fear, pro-
ducers will want to "re-shoot" any scene or
line that doesn't come off perfectly and the
era of the motion pictures' heyday, when
hours could be spent on a single sequence,
will have fallen on television with all the
added expense that such painstaking per-
fectionism involves.
Nor can the Ampex units yet handle color,
although Ampex itself is known to be work-
ing on this problem just as others in the field
are doing. Aside from Ampex, two of the
leaders in the race for color tape are RCA,
which demonstrated tape recording of color
programs in its laboratories in Princeton
more than three years ago [B»T. Dec. 7.
1953], and Minnesota Mining & Mfg., which .|
last year acquired the video tape research
products developed by the electronics divi-
sion of Bing Crosby Enterprises. RCA scored
a color "first" last fall by putting a segment
of the Jonathan Winters Show on NBC-TV
through its experimental color tape process
[B»T, Oct. 29, 1956].
It is this inability of the Ampex units to
handle color, and the impossibility of editing
(splicing) it, which in the opinion of NBC
authorities represent VTR's major draw-
backs at the present time. They are hopeful
that the editing problem may be solved
shortly after Ampex starts turning out pro-
duction equipment — a stage Ampex hopes
to reach late this year. Indeed, they feel
that "from here on out, advances are going
to be terrific."
NBC-TV's two Hollywood VTR units—
a third, now in New York for study and tests
by NBC engineers, will be shipped to Holly-
wood before the DST operations begins —
currently are in ' broadcast" use about eight
hours a day. The recordings encompass an
hour of Today, an hour of Home, the quar-
ter-hour News Caravan, an hour of Tonight,
and the half-hour Truth or Consequences.
Since Truth or Consequences is fed to the
NBC RADIO TACTICS
ASSAILED BY SRA
A BLAST at NBS Radio's pricing and com-
petitive tactics was unleashed last week by
Station Representatives Assn. — and prompt-
ly answered by NBC officials.
In a "Memorandum to All Affiliates of
the NBC Radio Network," SRA Managing
Director Lawrence Webb undertook to cau-
tion the stations on "how your affiliated net-
work is competing with you for essential
business."
NBC authorities denied the SRA charges
and countered that "if SRA had spent its
time promoting the sale of the new avail-
abilities delivered to the stations by the
NBC no-waste policy, rather than making
attacks on the network, SRA would have
served the stations better."
Mr. Webb in his memorandum said that
the current radio upsurge would seem "a
new opportunity for stations to raise rates
and bring them into line with those of other
media and other businesses. But, he con-
tinued, "the NBC Radio network is making
this opportunity increasingly difficult to
realize by pricing their radio product so low
— by the device of virtually eliminating sta-
tion compensation — that the stations them-
selves cannot compete with their own net-
work, even though the product the stations
have to sell is today a substantially bigger,
better, more effective advertising device than
ever before."
He said a recent presentation by the NBC
Radio network sales department, in compar-
ing a proposed network campaign with a
hypothetical spot radio campaign, contained
many flaws.
The SRA memorandum acknowledged
that "no one . . . can tell a network how to
price the product it is selling, or how they
should sell it. The stations, however, should
have the privilege of calling into question
sales practices which tend unfairly, even dis-
honestly, to depreciate the value of one of
the stations' prime sources of revenue — spot
radio. . . .
"We have no quarrel with the networks
themselves, and no doubt of their continued
existence. We simply wish to call to your
attention what you as a station operator
face competitively, since your welfare and
ours go hand in hand."
NBC authorities asserted that they were
"selling network radio" and in no instance
would make a presentation on spot radio ex-
cept upon invitation by an advertiser or
agency, and then only when they were led
to believe that the budget was large enough
to accommodate both network and spot.
Such was the case in the presentation criti-
cized by SRA, they maintained, adding that
it was not "against" spot but rather designed
to show what network plus spot could do
for the advertiser. They were led to believe,
they said, that the advertiser had a budget
to include both.
NTA's Film Network
Begins Commercially
NTA Film Network begins operations to-
day (Monday) on a commercial basis, with
Warner-Lambert Pharmaceutical Co. and
P. Lorillard Co. (Old Gold cigarettes) spon-
soring one and one-half hours of feature
film programming per week in 133 markets
[B©T, March 4].
Throughout this week, the "Premiere
Performance" series of 20th Century-Fox
feature films wil] be carried on the stations,
with playing dates varying from market to
market. The initial film presentation will be
"Suez," starring Tyrone Power, Anabella
and Loretta Young.
Ely A. Landau, president of the NTA
Page 122 • April 1, 1957
Broadcasting • Telecasting
1
Florida?
t
. eastern network by tape in addition to the
! west coast repeats of this and the other
taped shows, this means 3% hours of taping
each day and AlA hours of playback for a
total of eight hours of machine use daily,
Monday through Friday.
NBC-TV '"backs up" its tapes with 16 mm
| or 35 mm films — and in one case had to
put the film into use when the tape version
failed to work satisfactorily.
NBC authorities can envision many po-
tential uses for VTR. They see it especially
as an important news tool, cutting by hours
the time lag that is imposed on film coverage
by the need to process films after they have
been shot (both NBC-TV and CBS-TV
tape-recorded President Eisenhower's in-
augural ceremonies in January and broad-
cast from the tapes within half an hour, but
as yet there has been no other instance of
news coverage by VTR) .
Other examples:
• For recording commercials, thereby
not only giving the advertiser assurance that
his spot is "right" but also enabling him to
"bunch" his shooting and thereby save time
and money (some advertisers have already
asked to use VTR on commercials, but
neither NBC nor CBS has anywhere near
enough machines to accomodate such re-
quests yet) .
• For pre-recording. to solve the always
tough problem of studio space (as CBS-TV
is doing in the case of the three Bob Crosby
programs).
» To solve awkward origination-time sit-
uations (as in the case of NBC and Truth
or Consequences) .
• For use in dramatic programs where
quick costume or scene changes are needed
( an actor can be shown falling into a pool
of water via tape and still be seen bone-dry
the next moment in a live pickup ) .
These, of course, are elementary examples
of the possibilities. Many of the ultimate
uses of VTR probably haven't even been
thought of yet. As in the case of the elec-
tronic problems, networks authorities admit
readily that not only do they not know all
the answers, but quite conceivably they don't
know all the questions yet.
But they do feel that, since Ampex first
showed the machines at the 1956 NARTB
convention, they and Ampex — working in-
dividually and in cooperation with Ampex —
have managed to compress about three years
of progress into 12 months' time.
Film Network and of National Telefilm
Assoc., parent company ( see Our Respects
column), claims his is the first tv film
network to "become a commercial reality,"
and that this marks the first time that a
series of feature films will be promoted and
advertised nationally. It is Mr. Landau's
intention to expand the network program-
ming gradually to encompass several hours
weekly within a few years.
CBS-TV Cancels Play
About Editorializing
CBS-TV's plans to air a teleplay about a
network news commentator's right to edi-
torialize were abruptly cancelled last week,
just two weeks before the script was sched-
uled to be presented on Westinghouse Elec-
tric Corp's Studio One. The play, titled "The
Commentator," was written by John Sec-
ondari, chief of ABC's news bureau in
Washington.
The play was rejected by the network,
not the agency (McCann-Erickson) , it was
learned. Hubbell Robinson Jr., CBS-TV
executive vice president in charge of pro-
grams, insisted "there is nothing unusual
about our action — we have rejected other
plays in the past." Observers were prone to
link the network's decision to its recent
action concerning a "controversial" Eric
Sevareid newscast [B«T, Feb. 11, et seq.],
but Ivlr. Robinson denied the existence of
such a link. He said that "the cancellation
is for creative reasons only. . . ."
Producer Herbert Brodkin, who brought
the script over to Studio One after resigning
from NBC-TV's Goodyear Tv Playhouse-
Alcoa Hour series last fall, would not elab-
orate on anything his superiors said. "As an
employe of CBS," Mr. Brodkin said, "I can
only go along with network policies."
Contacted in Washington. Mr. Secondari
said he had been given no reason why the
play was cancelled. Told of Mr. Robinson's
explanation, e. g., cancellation for "crea-
tive reasons," the ABC newsman replied
that no one had ever intimated to him that
his play was anything but good. In fact,
he noted that he has letters from various
CBS officials that describe his play as "ter-
rific."
This is the second time Mr. Secondari's
"Commentator" has been scratched. The
first was in 1956 by NBC-TV. Mr. Brodkin
had commissioned the script but the network
never scheduled it. NBC's director of con-
tinuity acceptance. Stockton Helffrich, said
he did not turn it down and didn't know
at what echelon of the network — or sponsor
or agency — the play was rejected.
Mr. Secondari said his play deals with
a situation surprisingly like his own: a
newsman takes an unpopular editorial stand
on the air, then faces sponsor difficulties
and network pressures. The difference be-
tween the play's commentator and himself,
Mr. Secondari noted, was that his fiction-
alized character does go on the air while
he (Secondari) "got the pressure first."
Mr. Secondari also got his money first.
For "The Commentator" he has been paid
by NBC (three quarters of the agreed price)
and also by CBS (the entire amount).
Asked if there were a possibility his own
network, ABC-TV, might do the play, Mr.
Secondari said that while ABC presently
does not have a dramatic hour showcase,
he felt "sure" the script would be accepted
if it did. John Daly, ABC vice president
in charge of news and public affairs, said
that he has a copy of the script, but that
any decisions regarding "The Commentator"
as a vehicle for next season's ABC-TV
schedule would have to be made by James
T. Aubrey Jr., vice president in charge of
programming and talent.
Broadcasting
Telecasting
Of Florida's nine Metropolitan
County Areas with retail sales in
excess of $150,000,000 — four are
within the WFLA-TV 30-county Sales
Area, blanketed by W FLA-TV's un-
duplicated NBC live programming!
Add the six additional counties
within the WFLA-TV Sales Area with
retail sales in excess of 540,000,000,
and you have the greatest concentra-
tion of principal retail sales areas
available with one Florida TV buy!
WFLA-TV delivers Florida's SEC-
OND TV-Market! For top rated avail-
abilities on this sales powerhouse of
Florida's West Coast, see your Blair-
TV man — today!
(Figures from Sales Management's Survey
of Buying Power)
wfla-tv 8L
k. NBC Basic hktuconhictidi B 0
National Representative-BLAIR-T V Inc.
April L 1957 • Page 123
INVEST
YOUR TV DOLLARS
WHERE THEY BRING
LARGER DIVIDENDS
The latest NIELSEN SURVEY proves
that KTBS-TV, CHANNEL 3 gives
you more . . . more TV homes . . .
reaches more of these TV homes
MONTHLY and WEEKLY ... de-
livers more for your money.
316,400 HOMES in KTBS-TV Area
give you a bonus of 31,900 homes
over Station B, according to A. C.
Nielsen Co., world's largest statis-
tical and rating organization.
157,980 TELEVISION HOMES in
KTBS-TV AREA, a bonus of 13,120
over Station B, is shown by the
Nielsen Survey.
136,860 HOMES REACHED
MONTHLY by KTBS-TV, a bonus
of 6,740 over Station B, proven by
Nielsen.
131,870 HOMES REACHED WEEK-
LY by KTBS-TV, a bonus of 5,120
over Station B is shown by Niel-
sen.
KTBS-TV with its maximum power
is the place to be . . . there's more
to see on Channel 3 . . . and more
people see it!
KTBS*7p
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY,
President & Gen. Mgr.
NBC and ABC
Represented by
Edward Petry & Co., Inc.
NETWORKS
AB-PT 1956 INCOME
SETS NEW RECORD
• Report made to stockholders
• Gross take: $206,916,000
A RECORD gross income of $206,916,000
was established by American Broadcasting-
Paramount Theatres Inc. in 1956, Leonard
H. Goldenson, AB-PT president, announced
last week in the annual report to stock-
holders. Gross income in 1955 was listed
at $198,350,000.
Consolidated net earnings for 19563were
placed at $8,477,000, or $1.96 per share,
compared with $8,373,000, or $1.93 per
share, in 1955. It was pointed out that
$742,000 of the 1956 earnings and $155,000
from the 1955 earnings came from capital
gains.
The income for the ABC division was
reported at $98,759,000, as against $81,-
117,000 in 1955. Mr. Goldenson said the
division has had "year-to-year improvement
in income and earnings with a substantial
increase in gross time billings for the tele-
vision network over 1955." He noted that
the 1956 fourth quarter results were below
those of the same period of 1955 as sales
had not come up to expectations.
ABC Radio, Mr. Goldenson said, im-
proved "its relative competitive position
among the four networks . . . and assumed
audience leadership over the other networks
in the important commercial morning time
periods." He observed that as of April 1,
ABC Radio increased its rates for morning
programs, which represented the first in-
crease in years and serves to signify "re-
newed recognition of the national medium's
real worth."
The overall profit of the company's owned
and operated stations — five tv and four radio
— showed improvement in 1956 over 1955,
according to Mr. Goldenson. He said their
growth reflected "one of the best years
in local and national spot business, as well
as increased audience acceptance for the
tv stations' local and national programs."
Mr. Goldenson indicated the ABC divi-
sion's outlook for the future is bright, with
a major factor being the accessibility of
network programs in markets that up to now
have had only two tv stations. He pointed
out that in the last year, 12 major markets
were added to the ABC-TV lineup and said
there is a likelihood that the FCC, soon
would grant licenses for additional stations
in such cities as Boston, St. Louis, Miami
and Omaha.
Along with this strengthening lineup,
Mr. Goldenson mentioned that ABC-TV
is in the process of bolstering its program-
ming for next fall.
ABC Film Syndication, the subsidiary
that distributes film programming, became
active in the overseas market during 1956,
according to Mr. Goldenson.
Last August, Mr. Goldenson reported,
the company expanded its interests in the
electronics and nucleonics fields with the
acquisition of a 25% interest in the Wind
Tunnel Instrument Co., Newton, Mass.
AB-PT also has a 33J/3% interest in Micro-
wave Assoc., Burlington, Mass., and a 25%
THINGS TO COME
ABC's annual gross billings by 1960
are expected to reach $250 million,
mostly from tv income, predicts Leon-
ard H. Goldenson. president of Amer-
ican Broadcasting-Paramount Thea-
tres, in an article in the April issue of
Fortune magazine.
According to the article, Mr. Gold-
enson also expects the AB-PT theatre
operation at that time to be about $100
million. For the first time in its history,
the firm made as much from its radio-
tv operations as from its theatres, with
half the company's $8 million profit
coming from the former.
Under the title of "AB-Paramount
Moves In," the article also pays tribute
to ABC's drive to establish greater tv
competition with the other networks.
A discussion of ABC's plans and pros-
pects for next season also are outlined.
interest in Technical Operations Inc.
Network Executives to Speak
At CBS-TV Affiliates Meeting
CBS-TV Affiliates Assn. will hold its third
general conference on Friday and Saturday
of this week at the new WBBM-TV Chicago
studios. Key executives of the network will
present a progress report on the past season
and outline plans for next fall.
The meeting will begin at 10:15 a.m.
Friday with talks by C. Howard Lane, vice
president-managing director of KOIN-TV
Portland and chairman of the association,
and Merle S. Jones, who will be addressing
the group for the first time in his new
capacity as president of CBS-TV. Highlight
of the first day's meeting will be the luncheon
address by Dr. Frank Stanton, president
of CBS Inc.
Network executives who will speak dur-
ing the two days are William H. Hylan,
vice president of sales administration; Hub-
bell Robinson Jr.. executive vice president
in charge of network programs: Oscar Katz,
vice president in charge of daytime pro-
gramming; Jay Eliasberg, director of re-
search; Thomas Dawson, vice president,
network sales; Sig Mickelson, vice president
in charge of news and public affairs; John
P. Cowden, operations director of advertis-
ing and sales promotion; Charles J. Oppen-
heim, director of information services; Ed-
ward P. Shurick, vice president and director
of station relations; Ralph W. Hardy, vice
president, Washington, D. C; William B.
Lodge, vice president of station relations
and engineering, and Robert F. Jamieson,
sales service manager.
Cohan to CBS Radio Post
PHIL COHAN has been appointed trade
news editor of CBS Radio Press Information
effective April 1, according to Charles S.
Steinberg, director of the department. Mr.
Cohan has been a senior press representative
with CBS Television Press Information since
January 1956.
Page 124 • April 1, 1957
Broadcasting • Telecasting
How Many? How Much?
t/
Today 1 in 3 Americans are saved from cancer. Ten years ago only 1 in 4 were
saved. Such an improvement is due to early detection and prompt treatment. But
people don't know this. You of the broadcasting industry can tell them. Will you?
At the same time you can help us raise $30,000,000 needed for education, for
service, and for cancer research — research that will find the final cure for cancer.
Here's the way we'll help you help us!
E actio:
Television:
Transcribed Spot Announcements
Spot Announcement copy
Transcribed Quarter-Hour Shows
A one-hour Great Jazz show, starring
your deejay. We provide music, includ-
ing collector's items, program notes
and scripts.
20-second and 1-minute film spots,
including George Gobel, Debra Paget,
and Martha Hyer
Flipboards, slides and telops
Copy for live announcements
For further information, consult the American Cancer Society Unit in your community or write to:
AMERICAN CANCER SOCIETY
RADIO AND TELEVISION SECTION
521 West 57th Street
New York 19, New York
Broadcasting • Telecasting
April 1, 1957 • Page \2
NETWORKS
the CALIF.-ORE
TV TRIO
5-f <-±j**i
WW-
REGON
KOTI-TV
Klamath Falls
tKBES-TV Medford
• Channel 5
— • — • — •Channel 2
KIEM Eureka
)• Channel 3
CALIFOI
Son |FrancilC0
|I\W 300 Mi.
The SmulUn TV Stations
If ATI CHANNEL 2
HUII Klamath Falls, Ore.
KIEM
KBES
CHANNEL 3
Eureka, Calif.
CHANNEL 5
Medford, Ore.
Three markets — one billing
MARKET FACTS
POPULATION 338,800
FAMILIES 109,800
TV FAMILIES 81,252
RETAIL SALES $474,450,000
CONSUMER SPEND-
ABLE INCOME $591,194,000
"The Calif.-Ore. TV TRIO bridges
the gap between San Francisco &
Portland with EXCLUSIVE VHF
Coverage on Channels 2, 3 & 5."
for CALIF.-ORE. TV TRIO
call Don Telford, Mgr.
Phone Eureka. Hillside 3-3123 TWX EKI6
nr ..l blairt^*^ national
or as* associates ,mc. representatives
New York, Chicago, San Francisco, Seattle, Los Angeles,
Dallas, Detroit, Jacksonville, St. Louis, Boston.
Page 126 • April 1, 1957
EXECUTIVES of Crosley Broadcasting and ABC witness the signing of WLWI (TV)
Indianapolis as a basic affiliate of the network. Seated (I to r): John T. Murphy,
vice president in charge of television for Crosley; James D. Shouse, Crosley
chairman of the board; Robert E. Dunville, Crosley president; and standing (I
to r) Eric A. Jensen, general manager of Crosley's WLWD (TV) Dayton, Ohio, an
ABC affiliate; Oliver Treyz, vice president in charge of the ABC Television Net-
work; Alfred E. Beckman, vice president in charge of ABC station relations, and
Harry Le Brun, general manager of WLWA (TV) Atlanta, also ABC-affiliated.
Crosley WLWI (TV) Signed
As Basic ABC-TV Affiliate
WLWI (TV) Indianapolis (ch. 13) will be-
come a primary affiliate of ABC-TV on Sept.
14, it was announced jointly last week by
Robert E. Dunville, president of the Crosley
Broadcasting Corp. and Alfred R. Beckman,
vice president in charge of station relations
for ABC-TV. WLWI is scheduled to begin
operation in September, with effective ra-
diated power of 316 kw visual.
"The affiliation of WLWI with the 'action'
network is a further extension of the rela-
tionship which has long existed between the
Crosley Broadcasting Corp. and ABC-TV,"
Mr. Dunville said. "The rapid growth and
expansion of ABC-TV and its vigorous plans
for the coming season make us certain that
our newest television station will be launched
successfully."
Other Crosley tv stations: WLWA (TV)
Atlanta, ABC-TV; WLWT (TV) Cincinnati,
NBC-TV; WLWC (TV) Columbus, NBC-
TV; and WLWD (TV) Dayton, ABC-TV
and NBC-TV.
NBC Radio Promotes Graham
PROMOTION of George A. Graham Jr.
to director of sales planning for NBC Radio,
from the post of
director of radio
network sales serv-
ice was announced
last week by Mat-
thew J. Culligan,
vice president in
charge of NBC
Radio. Mr. Gra-
ham joined NBC-
TV as a salesman
in July 1953 and
on Jan. 1, 1956,
was appointed ad-
ministrator of NBC-TV Sales.
MR. GRAHAM
CBS Signs KDKA-TV
As Basic Affiliate
SIGNING of Westinghouse Broadcasting
Co.'s KDKA-TV Pittsburgh as a basic re-
quired affiliate of CBS-TV was announced
jointly Friday by Harold C. Lund, WBC
vice president-Pittsburgh, and Edward P.
Shurick, CBS-TV vice president and station
relations director.
KDKA-TV currently is affiliated with all
three networks and will continue to carry
programs from all until Pittsburgh's second
vhf station, WHC (TV), goes on the air.
KDKA-TV commenced operation Jan.
11, 1949, as WDTV (TV). It was then
owned by DuMont. The change to KDKA-
TV came in January 1955 when WBC
bought it from DuMont. It is on ch. 2.
Jerome R. Reeves is general manager.
Mr. Lund said KDKA-TV. after the shift
in basic affiliation, would carry some ABC-
TV shows.
The KDKA-TV change will mark the
second Westinghouse tv station affiliation
with CBS-TV. KPIX (TV) San Francisco,
which WBC bought in July 1954, is CBS-
TV-affiliated. Other two WBC tv stations —
WBZ-TV Boston and KYW-TV Cleveland-
are NBC-TV outlets.
Speculation centered last week on prob-
able affiliation of WIIC with NBC-TV.
Though ABC-TV reportedly has dickered
with the station, it is believed that since
more NBC-TV programs have been carried
in the market on ch. 2 as the city's only vhf
station since Jan. 11, 1949, the NBC-TV
affiliation would be more logical. O. M.
(Pete) Schloss, president of WIIC, was in
New York last week talking to networks.
Awaiting final FCC action is a five-way
contest for ch. 4 in Pittsburgh, which would
give the market its third vhf outlet. ABC-
TV long has sought its own outlet there.
Broadcasting
Telecasting
EASTMAN MAY BE ABC RADSO HEAD
MR. EASTMAN
Robert E. Eastman, executive vice president
of John Blair & Co., station representation
firm, last week was
reported to be all
but in as head of
the ABC Radio
network.
Although neither
he nor ABC would
give confirmation,
reports abounded
that he was at least
on the verge of
signing to take over
the ABC Radio top
spot that has been
vacant since Don
Durgin moved to NBC-TV as vice president
for sales planning [B«T, March 4].
There was some conflict as to just what
his title would be, however. Some said Mr.
Eastman was slated to become ABC vice
president in charge of the radio network, the
title which Mr. Durgin had held. Others
speculated that ABC might be divided into
separate divisions for radio and television,
with Mr. Eastman becoming president of
the radio division.
Mr. Eastman got his start and spent many
Zugsmith, Oxarart Plan
New Western Network
FORMATION of Intercontinental Broad-
casting System as a network of western radio
and tv stations was announced last week by
Frank Oxarart, president of Continental
Telecasting Corp. (KRKD-AM-FM Los
Angeles, KITO San Bernardino). Outlets, in
addition to the CTC stations, were an-
nounced as including KVSM San Mateo,
Calif.; KMI-KSHO-TV Las Vegas, Nev.;
KBYE Oklahoma City and KULA-AM-TV
Honolulu, in which Mr. Oxarart, Arthur B.
Hogan, John D. Feldmann and Albert Zug-
smith have varying interests.
Mr. Zugsmith has been elected board
chairman of IBS. Its other directors include
Mr. Oxarart, president; Mr. Feldmann, ex-
ecutive vice president; Richard Schofield,
vice president; Edward Jansen, treasurer;
Ira Laufer, secretary, and Melville Tucker,
executive of Universal Pictures. Mr. Laufer
is newly appointed general manager of the
Las Vegas stations, in which he holds a
20% interest [B«T, March 25].
Although the word "network" was used
in the announcement, there are no plans for
connecting the stations by telephone lines,
Mr. Zugsmith said. The development is still
in the formative stage, with the first meeting
of affiliates still to be held, he said, but the
idea is to make programs which have proved
themselves successful in one market avail-
able to the rest of the group by transcrip-
tions or tape recordings. It is possible that
IBS might sell time for the full network as
well as provide it with programs, Mr. Zug-
smith said, stressing that it is yet too early
to tell just what will eventually be worked
out.
years in network radio. He started with NBC
as a page, rising shortly to co-op programs
sales and later NBC Spot Sales before mov-
ing over to the Blair Co. in 1943. John Blair
& Co. represents all ABC owned radio sta-
tions except KABC Los Angeles. They are
WABC New York, KGO San Francisco,
WXYZ Detroit and 50% of WLS Chicago.
May 16 Dedication Ceremonies
Set for ABC Chicago Studios
ABC's new Chicago headquarters [B»T,
March 18, 4], built at a cost of $1.5 million,
will be dedicated on May 16, it was an-
nounced last week by Frank Marx, ABC
vice president in charge of engineering and
general services.
The new studios for ABC and WBKB
(TV), the network's Chicago owned and
operated station, are located at 190 N. State
St. They occupy the top three floors in the
ABC-States Lake Bldg. The new studios,
Mr. Marx said, give the network and WBKB
(TV) "60% greater space than previously,
with the most advance telecasting facilities
incorporated in the new location."
General and administrative offices will be
located on the 10th floor, production and
engineering rooms on the 11th and studios
and technical facilities on the 12th. The new
facilities are designed for conversion to color
television in a minimum amount of time.
Air conditioning units and lighting circuits
to accomodate the needs of color television
also have been installed.
Leonard H. Goldenson, president of AB-
PT, will head the group of ABC executives
participating in the dedication ceremonies.
ABC-TV Series to Star Brennan
NEW situation comedy series, The Real
McCoys, starring Walter Brennan, has been
acquired by ABC-TV for the 1957-58 sea-
son, it was announced last week by James
T. Aubrey, ABC-TV vice president in charge
of programming and talent. Created and
produced by Irving Pincus, the new series
deals with the problems of a family ad-
justing to the new surroundings of their re-
cently inherited California ranch. Sheldon
Leonard is director and Norman Pincus is
associate producer. The show is produced
jointly by the Brennan-Westgate Corp. and
Merterto Productions and is written by
Bill Manhoff.
NBC-TV Names Rittenberg
APPOINTMENT of Morris Rittenberg as
manager, special program sales of NBC-TV,
was announced last week by Michael H.
Dann, vice president, Network program
sales. Mr. Rittenberg, who has been manager
of sales development for television network
sales since January 1956, joined the net-
work in 1953 as an operations analyst and
later served as supervisor in program plans
and policy evaluation, and as supervisor of
financial evaluation.
WITHOUT A "PEER"
in the Rockford Area!
CHICAGO
IN THIS $ BILLION-PLUS
SALES EMPIRE WREX-TV
IS THE KING SALESMAN
The Rockford TV Area — Illinois' 1st market
outside Chicago — is 400,1 95 families strong,
with $2,357,080,000 income. It embraces
rich farm counties whose cities house industrial
giants like General Motors, Fairbanks-Morse,
Parker Pen, Burgess Battery, Sundstrand . . .
and show sales indexes like Rockford's 158,
Beloit's 1 51, Janesville's 153, DeKalb's 184,
Freeport's 176, Dixon's 203. Sales total
$1,706,962,000, average $4,265 per fam-
ily — $447 above average.
The most recent viewership survey again
shows WREX-TV as the favorite, by better
than 3 to 1 . It's favored by advertisers too
. . . for its consistent results, at much lower
cost per thousand.
J. M. BAISCH, GENERAL MANAGER
Represented by H. R. TELEVISION, Inc.
WREX-TV
CHANNEL 13
K5M
ROCKFORD
ILLINOIS
Broadcasting • Telecasting
April 1, 1957 • Page 127
Awtrq Ck Tom vs
adDDDD
WW
OKLAHOMA
CITY
...world's
tallest
GRAND -ToVEfc^ DAMASCUS
4
£>ameiv/ie4e
Radio and Television
Stations
are accused of Committing
LIBEL
SLANDER
PIRACY
PLAGIARISM
INVASION OF
PRIVACY
COPYRIGHT
VIOLATION
based upon acts of Station, Staff,
Announcers, Speakers, Performers,
Commentators
You can't predict claims —
BUT YOU CAN
INSURE
effectively against embarrassing loss
by having our unique policy at almost
trifling cost.
STATIONS
STORZ SELLS KOWH FOR $822,500;
SEVEN OTHER AM STATIONS SOLD
SALE of Todd Storz's KOWH Omaha,
Neb., led a list of eight stations which
changed hands, subject to FCC approval,
last week. Involved were stations in Wash-
ington, Missouri, South Carolina, Georgia,
Alabama and Florida.
KOWH was sold to National Weekly Inc.,
headed by William F. Buckley Ir., of New
York and Stamford, Conn., for $822,500.
Seller was Todd Storz, heading the Storz
Stations, who plans to transfer his operating
headquarters to Miami [Closed Circuit,
March 25].
Mr. Buckley, 33, son of the operator of
independent oil companies in South America
and the Middle East, publishes the National
Review, a weekly news magazine with na-
tional circulation, and was at one time as-
sociated with the American Mercury. He is
the author of the controversial God and
Man at Yale, published several years ago,
and co-author of McCarthy and His En-
emies, published more recently. Mrs. Buck-
ley is a native of Omaha.
National Weekly Inc. acquires 100% of
the station and is entirely owned by the
Buckley family. The transaction involves a
cash payment of $650,000 with the balance
to be paid following FCC approval.
Chairman of the board of National Week-
ly Inc. is Al Brent Bozell, son of the late
Leo B. Bozell, founder of Bozell & Jacobs,
national advertising agency which began
business in Omaha. Mr. Bozell was the suc-
cessor to Roy Cohn as counsel of the Mc-
Carthy Investigating Committee several
years ago and is the co-author of the book
on McCarthy.
KOWH was the first of the stations to be
acquired by Mr. Storz. having been pur-
chased in 1949 from the Omaha World-
Herald for $75,000. It operates on 660 kc
with 500 vv day. Other Storz stations are
WDGY Minneapolis; WHB Kansas City.
WTIX New Orleans and WQAM Miami.
Ray Hamilton of Hamilton. Stubblefield,
Twining & Associates negotiated the trans-
action.
Acquisition of its sixth station, KTIX
Seattle, Wash., was announced by Tele-
Broadcasters Inc. (H. Scott Killgore) last
week. The 5 kw daytime Seattle outlet (on
1590 kc) was bought for a total considera-
tion in excess of $320,000 from W. Gordon
Allen, Mr. Killgore reported, and is subject
to FCC approval.
Tele-Broadcasters already owns WPOW
New York, N. Y.; KALI Pasadena, Calif.;
WKXV Knoxville. Tenn.; WPOP Hartford.
Conn.; KUDL Kansas City, Mo.
KTIX went on the air last year. Mr. Allen
owns four other stations: KGAL Lebanon-
Albany, KGAY Salem, both Ore.; KB AM
Longview-Kelso, Wash., and KMAR Winns-
boro, La. There will be no change in the
KTIX staff, Mr. Killgore announced.
Sale of KATZ St. Louis by St. Louis
Broadcasting Co. to Rollins Broadcasting
Co. for $110,000 was announced last week.
The station, 1 kw on 1600 kc with a cp for
5 kw, is owned by Bernice Schwartz and
Coralee Garrett. Allen Kander & Co. was
broker.
Upon FCC approval Rollins will revamp
KATZ format to program for Negro audi-
ence. This will make Rollins' fifth station
using race programming; others are WRAP
Norfolk, Va.; WNJR Newark, N. J.; WBEE
Harvey, 111. (Chicago area), and WGEE
Indianapolis, Ind. Rollins also owns WJWL
Georgetown and WAMS Wilmington, both
Del., and WPTZ (TV) Plattsburgh, N. Y.
(ch. 5). Rollins group was organized in
1950, is owned principally by O. Wayne
and John W. Rollins.
Personnel of KATZ will remain un-
changed, it was announced.
WJAT Swainsboro. Ga., was sold for
$125,000 by Jack A. and Nancy M. Thomp-
son to James R. Denny and county music
personality Webb Pierce. Messrs. Denny
and Pierce are partners in three Nashville
music publishing firms. In addition, Mr.
Pierce performs on WSM-AM-TV Nashville
and records for Decca records. Mr. Denny
will serve as general manager of WJAT.
which is on 800 kc with 1 kw daytime.
WFBF Fernandina Beach. Fla., 1 kw day-
time on 1570 kc, sold by Marshall W. Row-
land to Edward G. Murray. Norristown, Pa.,
for $65,500. Mr. Rowland holds grant for
WSIZ Douglas, Ga. Mr. Murray formerly
was film director of WRCV-TV, and prede-
cessor WPTZ [TV] Philadelphia) and vice
president, WTBO Cumberland, Md. He now
is program consultant for Storer Broadcast-
ing Co.
WPFD Darlington, S. C, 500 w daytime
on 1350 kc, sold by Robert R. Hilker to
Ralph W. Hoffman for $41,500. Mr. Hilker
also owns WCHC Belmont, N. C. Mr. Hoff-
PAPERS are signed for the $822,500
sale of KOWH Omaha by Todd Storz
to William F. Buckley Jr. Here are
seated (I to r) Mr. Buckley and Mr.
Storz; standing (I to r) Peter Shuebruk,
Fly, Shuebruk, Blume & Gaguine, Mr.
Buckley's attorney; Ray V. Hamilton,
Hamilton, Stubblefield, Twining &
Assoc., broker in transaction, and
Francis X. McDonough, Dow, Lohnes
& Albertson, Mr. Storz' attorney.
WRITE FOR DETAILS AND RATES
EMPLOYERS
REINSURANCE
CORPORATION
21 WEST TENTH STREET
KANSAS CITY, MO.
Page 128 • April 1, 1957
Broadcasting • Telecasting
NBC President Robert Sarnoff and three other network officials inspect the suburban
studios of WKY-AM-TV Oklahoma City during a visit to that community a fort-
night ago. L to r: front row, David Adams and Harry Bannister, NBC vice presidents;
Edward L. Gaylord, executive vice president of Oklahoma Publishing Co.; Hoyt
Andres, WKY-AM-TV manager; Mr. Sarnoff; back row, Aaron Britton, WKY's
production director, and Donald Mercer, NBC director of station relations.
man formerly had interest in WULA Eufala.
Ala.
Blackburn & Co., station broker, handled
the transactions in both the above sales.
WLAY Muscle Shoals, Ala., was sold by
Michael R. Freeland to a three-party buyer
comprising John M. Latham, Robert G.
Watson, and Fred L. Thomas for a total
sum of $69,000. Mr. Latham is former part
owner of WKTM Mayfield, Ky., and Mr.
Thomas is the present owner of WKTM.
WLAY operates on 1450 kc with 250 w.
WJVB Jacksonville Beach, Fla., was sold
by Lyle Williams Jr. and associates to An-
drew B. Letson, owner of WCNH Quincy
and WMOP Ocala. both Fla., for $60,000.
WJVB is 1 kw daytime on 1010 kc, and
showed a deficit of $45,000 as of Dec. 31,
1956, according to the balance sheet sub-
mitted with the application last week.
Both above transactions were handled by
Paul H. Chapman Co., Atlanta, Ga.
Hollander to WABC-TV Post
AL HOLLANDER, manager of radio and
television at Edward Kletter Assoc., New
York advertising agency servicing the Phar-
"i'm so glad we ran out of gas,
Charles— now we can listen to some-
thing romantic on KRIZ Phoenix."
maceuticals Inc. account on NBC-TV's
Twenty-One and CBS-TV's To Tell The
Truth, today (Monday) assumes the posi-
tion of program director of WABC-TV New
York. He succeeds George Rice, transferred
to a management post at KGO-TV, the ABC
o&o station in San Francisco.
Ceremonies to Mark
WDAU-TV Dedication
THE FLICK of a switch at noon today
(Monday) will signal the change of WGBI-
TV Scranton (ch. 22) to WDAU-TV, the
transformation of the station's power from
178 kw to 1,000 kw, and the use of new
transmitting equipment and the highest an-
tenna tower in that part of the country.
Simultaneously with his ribbon cutting to
open the northeastern extension of the
Pennsylvania Turnpike linking the Scranton
area with Philadelphia, Dr. Merritt Wil-
liamson, vice chairman of the state's Turn-
pike Commission, will throw a switch signal-
ing the station's changeover to begin a two-
day dedication ceremony for WDAU-TV.
The celebration will be climaxed tomor-
row night at a dinner given by the Scranton
Chamber of Commerce in that city's Mosque
Temple. WDAU-TV cameramen will tele-
vise the affair.
Principal speaker at the dinner, to be at-
tended by Scranton-Wilkes-Barre area
mayors, state legislators, CBS-TV stars and
officials and others, will be Charles Colling-
wood, host for CBS' Odyssey program.
Other network entertainers expected to at-
tend are Carmel Quinn, Irish singing star
of the Arthur Godfrey Show; Warren Hull,
master of ceremonies for Strike It Rich and
Frank Fontaine, tv screen and radio co-
median. Added attractions will be Jim Lewis
of the "Mariners" and one of Philadelphia's
Mummer (string) bands (55 pieces).
Donald W. Thornburgh, president and
general manager of WCAU-AM-FM-TV
(owned by the Philadelphia Bulletin) and
ILLINOIS'
2nd BIG MARKET
PMITE0UI
*
*Old Indian word for Peoria
area meaning "land of plenty.'
TOP SHOWS.'
TOP
Only Chicago tops Metropolitan
Peoria in population, income and
retail sales.
PEORIA"SetslnUse"TOP
19 MAJOR TV MARKETS
• 28.1 Avg. (7 AM-Midnight)
• 47.6 Avg. (5 PM-Midnight)
• Higher than 19 of the top
major TV markets
(compiled from ARB 11/56)
ONLY WTVH DOMINATES
WITH CBS-ABC:
• 14 of the top 20 shows
• 151 of 196 evening V* hours
(ARB 11/56)
• covers 18 rich counties
PETRY &
NATIONAL REPS.
Channel 19
PEORIA, ILLINOIS
Broadcasting • Telecasting
April 1, 1957 • Page 129
STATIONS
BROADCASTERS will place their case for access to courtrooms
"where it belongs — at the mercy and discretion of the individual
judge in the individual circumstance," W. D. (Dub) Rogers Jr.,
president-general manager of Texas Telecasting Inc., told the
Lubbock County Bar Assn. March 23.
Arguing for broadcast coverage, Mr. Rogers revealed at the
close of his address that the proceeding had been telecast on a
closed-circuit system without the knowledge of many of those
present.
Mr. Rogers, who is a NARTB Tv Board member, showed
how a camera and monitor had been installed in an adjoining
room, with the camera shooting through a tiny aperture. A mem-
ber of the association verified the coverage.
The pickup was handled by Rudy Starnes (at camera), KDUB-
TV Lubbock chief engineer. Buddy Adams, a member of the
bar group, sat at the adjacent monitors.
president of Scranton Broadcasters Inc., li-
censee of WDAU-AM-TV, will receive the
keys to the twin cites of Scranton and
Wilkes-Barre from their respective mayors.
Controlling interest in the station was
purchased by WCAU Inc. last August and
officially transferred last Dec. 3. It is
affiliated with CBS.
WOR Discloses Plans
For New York Survey
IN WHAT was claimed last week as "prob-
ably the most extensive coverage study ever
ordered by an individual radio station,"
WOR New York disclosed that it has com-
missioned the Pulse Inc. to measure the au-
HOW'S THIS FOR
TELEPROMPTER CORPORATION'S GROWTH PATTERN
. 1st DISPLAY AT NARTB
. . . EXPAND EXHIBIT to fill TWO hotel rooms
. . . ENLARGE OPERATION to main floor exhibit
... 6th LARGEST EXHIBITOR AT NARTB
10C7 THE 3rd LARGEST I
VI J I NARTB EXHIBITOR •
FEATURING
NEW AND EXCITING
DEVELOPMENTS for the tv industry:
New MOD V (all new 1957 TelePrompTer) ... NEW TELEPRO "6000" Last word
in REAR SCREEN projection . . . NEW Expansion program, TelePrompTer
Corporation's NEW Group Communications Division, specializing in
CLOSED-CIRCUIT television services.
TmPrompiir Corporation
311 West 43rd St., New York 36, N.Y. • JUdson 2-3800
HERBERT W. HOBLER, V. Pres. Sales JAMES BLAIR, (apt. Sales Mgr.
LOS ANGELES • CHICAGO • WASHINGTON, D C. ♦ PHILADELPHIA
DETROIT • MIAMI • TORONTO • LONDON
dience of major New York stations through-
out an area of 153 counties in 13 states.
Plans were announced by Robert J. Leder,
WOR vice president and general manager,
after Robert M. Hoffman, the station's di-
rector of promotion and planning, unveiled
the technique used and results obtained
from a field test in Philadelphia before a
forum held on Nielsen Coverage Survey No.
2 (see story page 34).
The Pulse-WOR survey plans include
about 14,000 personal interviews conducted
in March and through the middle of this
month. All counties in which any New York
radio station showed 10% or better audience
penetration in the 1952 Standard Audit &
Measurement (SAM) study will be checked.
Used will be a roster of stations serving
each particular county surveyed, which ac-
cording to WOR, "eliminates the flaws in-
herent in previous coverage studies and at
the same time contains two safeguards de-
signed to eliminate possible 'over reporting'
by families being interviewed." Safety
measures to be contained in the survey will
be the inclusion of call letters of a non-
existent station in the roster, and any re-
spondent claiming , to have listened to any
New York station will be required to name
a specific program on that station in the
past week.
(Nielsen's Vice President John K. Church-
ill at the RTES forum asserted that with
the "aided recall" technique "you get big
numbers" which is all right if that's what
is wanted. He also doubted effectiveness of
the use of "bogus" call letters as a correc-
tive because people usually can detect it
when placed with a list of known stations).
WOR claims that its Philadelphia test via
the roster methods indicated a 13% greater
audience per week than with the so-called
"open end" question (depends on person's
memory at the particular moment a ques-
tion is asked). The station asserts also that
the weekly audience for the five major New
York stations averages 79% greater with the
roster question than with "open end."
Page 130 • April 1, 1957
Broadcasting
Telecasting
MR. MacLEISH
Westinghouse Forms
News Bureau in D.C.
TO BRING national and world news stories
into relative focus for the various markets
served by Westinghouse Broadcasting Co.
Stations, WBC today (Monday) establishes
a news bureau in Washington to serve
its radio and tv
outlets. Bureau
Chief is Rod Mac-
Leish, news direc-
tor of Westing-
house-owned WBZ
Boston - WBZA
Springfield [Closed
Circuit, March
25].
Mr. MacLeish
last week fed WBC
outlets coverage of
Dave Beck's testi-
mony before a Senate committee.
The Westinghouse stations are WBZ-
WBZA Boston and Springfield; WBZ-TV
Boston; KDKA-AM-TV Pittsburgh; KYW-
AM-TV Cleveland; WOWO Fort Wayne;
WIND Chicago; KPIX (TV) San Francisco
and KEX Portland, Ore.
Westinghouse has not yet chosen a suc-
cessor for Mr. MacLeish at WBZ, but Leo
Egan, newscaster and sports director for
the station, last week was assigned to han-
dle Mr. MacLeish's local broadcasts. Mr.
MacLeish last week also was chosen an
Outstandiag Young Man by the Greater
Boston Junior Chamber of Commerce.
Murphy Replaces Rainsberger
JOHN MURPHY has been named general
manager of KFAM-AM-FM St. Cloud,
Minn., replacing Dale Rainsberger.
Appointed assistant manager and pro-
gram manager for the station was Jack
Lund. The new appointments were an-
nounced by Fred C. Schilpin, president of
the Times Publishing Co., station licensee.
FINAL details on appointment of Sim-
mons Assoc., New York and Chicago,
as national sales representative of
WPET Greensboro, N. C, are set by
Dave Simmons (1), president of Sim-
mons Assoc., and Hugh Holder, presi-
dent of the daytime station that broad-
casts with 500 w on 950 kc. The
appointment coincided with new own-
ership of the station.
Choose the package that fits your
programming needs!
from the
Sesac Transcribed Library
"A" Folk Music
"B" Band Music
"C" Popular Classics
"G" Gospel Music
"H" Hawaiian Music
"N" Novelty (Dance & Jazz)
"?" Polka Music
"R" Religious Music
"S" Spanish Music
SEE SESAC
AT THE
NARTB Convention, April 7-11,1 957
The Conrad Hilton Hotel, Chicago
Suite Nos. 524A — 526A
Producers of the famous
SESAC
Transcribed Library
'the best music in America'
Sesac, Inc.
THE COLISEUM TOWER
10 COLUMBUS CIRCLE
NEW YORK 19, N. Y.
WHO SALUTES
If you buy radio time by the "Let's run
it up a flagpole and see who salutes"
method, WBNS Radio is at the top of
the staff. Our salutin', listenin' friends
have $2,739,749,000 to spend. They and
Pulse place us first in any Monday-thru-
Friday quarter-hour, day or night.
Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
Broadcasting • Telecasting
April 1, 1957 • Page 13
STATIONS
EVERYTHING going into a newscast and out to radio and tv transmitters is fitted
neatly together in the new communications exchange (Comex) of WLW-WLWT
(TV) Cincinnati, which will be formally unveiled Friday. The schematic layout
shows how facilities and personnel are efficiently controlled. News personnel
work in quick reach of camera and microphone (lower left). In action are (I to r)
Paul Lunt'ord, tv news editor; Don Grenley, news writer; Peter Grant, top news-
caster; Arthur Nevins, tv news film editor, and Terry Flynn, radio news editor. A
network of apparatus and communications facilities provides weather service for
Jim Fidler, WLW-WLWT chief meteorologist, shown at a radar screen that visually
tracks rough weather in the Ohio and Kentucky hills. Tv cameras dolly from
newsroom to weather studio, separated by a partial partition.
EMPHASIS IS ON EFFICIENCY AT COMEX,
NEWS PIVOT SETUP FOR WLW-WLWT (TV)
A NEW nerve-center into which all the
information used by WLW-WLWT (TV)
Cincinnati program operations is fed and
out of which all news, service and sports
broadcasts are delivered, will be formally
opened Friday by Crosley Broadcasting
Corp.
This communications exchange, appro-
priately titled Comex, combines an intricate
array of equipment, personnel and functions
into an operation that Robert E. Dunville,
president-general manager of the stations,
believes will set new industry standards for
efficiency and public service.
Located in a new building across the
street from Crosley Square, as the Crosley
headquarters is known, Comex consists of
two basic units — news-sports center and ad-
joining weather studio. The key units are
separated by a partial partition, allowing
camera crews to dolly easily from one to
the other.
In substance, the news side of Comex has
a collection of wire, electronic and film com-
munications apparatus that provides all that
news and sports personnel need to get their
program material and put it on the air —
audio, video and simulcast. The weather
unit has complete meteorological facilities
for radio and tv broadcasting, including a
radar weather unit that can show the tv
audience actual storms and squalls as they
move across that part of the country.
The entire setup is open to public gaze
through reflection-free panorama windows
along the sidewalk.
With radio and tv schedules that empha-
size news, weather, sports and service pro-
gramming, the Crosley Comex plant is oper-
ated as a remote studio — not very remote,
however, since camera and technical crews
merely walk across the street. An under-
ground viaduct carries camera and aural
cables to the main building.
The evolution of Comex dates back to
the autumn of 1955 when the Crosley sta-
tions billed their news coverage under a
World Now label, with more emphasis on
local news and a larger staff. As the com-
munications nerve-center idea began taking
hold, Mr. Dunville, Al Bland, program vice
president, and his assistant, John Babcock,
came up with the Comex designation. "Now
the news from Comex" became a familiar
introduction around the Cincinnati stations'
coverage area.
Gene Dailey, formerly at WBBM Chicago
under Mr. Bland, joined the Crosley stations
last May as news director. He found himself
at the head of a complex program setup
scattered from basement to garret of Crosley
Square. The toughest part of his job was
communicatine with his organization.
Now Mr. Dailey, from Crosley Square,
directs the complete Comex operation. The
separate radio and tv news programming
personnel sit at desks equipped with micro-
phones. Two cameras can dolly around the
two Comex departments where four were
needed in Crosley Square. If necessary, three
cameras can operate in Comex and there is
wirin<; for a fourth.
The Comex news-special event room in-
cludes nine news teletypes, facsimile for
stills. Western Union sports ticker, two
Ampex 600 rack-mounted tape recorders,
police radio, two turntables, two RCA tv
cameras, NBC Hot Line box. lighting for
black-and-white tv with provision for color,
radio control room with provision for tv
control at later date, city desks, writers'
desks, row of clocks, maps, newsfilm equip-
ment, network monitors, and air switches.
Commercials can now be picked for tv
programs right in Comex. whereas they
formerly had to be handled in Crosley
Square. This cuts down camera costs.
The Comex weather service, directed by
chief meterologist. Jim Fidler, has complete
professional equipment for forecasting plus
what is claimed to be the only radar equip-
ment built into an on-the-air broadcast serv-
ice. A score of weather broadcasts are sched-
uled every day — all of them sponsored. With
three shifts of professional meteorologists,
WLW and WLWT weather service utilizes
humidity, wind, barometer, temperature and
rainfall gear located in the studio and out on
the roof of the new Comex building.
The British Decca radar pickup is located
atop the tv tower on a Cincinnati hill. Its
readings are fed to Comex. converted by
infra-red tube into a pickup camera and
then put on the air when storms are around
the area. When the radar image is enlarged
through a map-grid overlay, the WLWT
audience can watch storms moving across
the screens of tv receivers.
Mr. Fidler has a large corps of volunteer
weather scouts ("Echo Detectives") around
the WLW-WLWT area. Their tips supple-
ment instrument reports, aviation weather
service and other information. Sometimes
one of the meteorologists will go up in the
Crosley Piper Apache plane for a quick
look at a trouble spot.
WBLN (TV) Nearer Reopening
With $25,000 Sale of Shares
WBLN (TV) Bloomington, 111., which sus-
pended operation earlier this year, has re-
ceived about half of a needed $50,000 in
sale of public shares looking toward resump-
tion of full-scale telecasting this month.
Advertisement in the local Pantograph
(WJBC-AM-FM) claims "we can go over
the top if several hundred people will buy
one or more shares at $25 per share." The
uhf (ch. 15) outlet, licensed to WBLN Tele-
vision Inc., now plans to resume partial
operation soon, according to Worth S.
Rough, president and general manager. Sta-
tion began operation in December 1953 and
went off the air last February because of
financial difficulties.
Page 132 • April 1, 1957
Broadcasting • Telecasting
WFGA-TV Names Cripe, Nimmons
Station Manager, Sales Manager
JESSE H. CRIPE and Ralph W. Nimmons
have been announced as station manager
and general sales manager, respectively, of
WFGA-TV Jacksonville. Fla.. now under
construction.
Mr. CriDe comes to the ch. 12 facility
MR. CRIPE
MR. NIMMONS
MR. SCREEN
from WTVJ-TV Miami, where he formerly
was assistant operations manager. Mr. Nim-
mons was manager of WFAA-TV Dallas.
Tex.
WFGA-TV will operate with 316 kw from
a 28.000-sq. ft. plant and a 1.000-ft. tower.
Screen Named WDSU Manager
JOHN F. SCREEN has been appointed
manager of WDSU-AM-FM New Orleans,
it was announced last week by Robert D.
Swezey, executive
vice president and
general manager of
WDSU Bc"stg.
Corp. Since April
1951 when he
joined the WDSU
staff as a sales rep-
resentative. Mr.
Screen has served
successively as as-
sistant commercial
manager for radio,
a tv sales represent-
ative (after the
separation of the radio and tv sales staffs in
1954). then assistant commercial manager
for WDSU-TV.
WANE, WINT(TV) Name Petry
INDIANA Broadcasting Corp.. recently-
purchased by J. H. Whitney Co., has ap-
pointed Edward Petry & Co., New York,
as its national sales representative for
WANE-AM-TV Fort Wayne. Ind.. effective
todav (Monday) [Closed Circuit, March
18.] WANE-TV, formerly WINT (TV), is
affiliated with CBS-TV and operates on ch.
15 with ERP of 470 kw visual and 254 kw
aural.
THE COMMUNITY-NEWS VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
HIGH ON THE HILL
LIVE coverage of the Capitol Hill
appearance by Teamsters Union Presi-
dent Dave Beck cost WTOP-TV
Washington about SI 5.000 in business
sacrificed, but it earned the station
incalculable viewer gratitude and the
distinction of being the only television
station in the country to carry the hear-
ings live. Networks carried film ac-
counts of the two days' testimony.
With dismissal of the truck drivers"
leader Wednesday at 5:05 p.m..
WTOP-TV wound up nearly 1 1 hours
of continuous and exclusive live cov-
erage. The probe had started at 10 a.m.
Tuesday and Wednesday and ended
around 5 each afternoon, with midday
lunch breaks. WTOP-TV's decision
to carry the hearings meant the station
would forego daytime network pro-
grams, spot business and a local daily
children"s show.
Peggy Stone Named President
Of Radio Tv Representatives
APPOINTMENT of Peggy Stone, vice pres-
ident of Radio Tv Representatives Inc.. New
York, as president of the company is being
announced todav (Monde
Miss Stone suc-
MISS STONE MR. GOODMAN
ceeds Harry S. Goodman, who has been
named chairman of the board. Radio Tv
Representatives recently completed an ex-
pansion program, adding several account
executives to the staff. The company also
has moved into larger quarters in New York
at 7 E. 47th St.
STATION PEOPLE
G. Roger Bower, vice president. Sir Walter
Tv Co. (WNAO-TV and WKIX. both
Raleigh. N. C). appointed general manager
of W7NAO-TV and WKIX.
Duane W. Ramsey, general manager.
KMLW Marlin. Tex., to KTXL San Angelo
as manager.
.Malcolm A. Campbell Jr.. W7NAV Anna-
polis. Md.. to WAJR-AM-FM Morgantown.
W. Va., as manager, succeeding Richard
E. Nason.
Richard L. Stahlberger, assistant sales pro-
motion manager of WCBS New York,
named sales promotion manager succeeding
Murray Gross, to TvB as assistant to bureau's
director of sales development.
Ted Eiland. general manager-sales director,
WPTV (TV) West Palm Beach. Fla.. to
WTVJ (TV) Miami as local sales manager.
ONLY
^SAZ -
KOVERS
HUNT!
THE
GTON-CHARL
MARKET
ESTON
[ NIELSEN : NCS # 2 1956 2
► Cy PENETRATION OF COUNTIES^
| A) IN COVERAGE
[ WSAZ-TV
\
STA.
B
SJA.i
c <
^ 100°,, COVERAGE 1
y COUNTIES Z. 1
1
1 j
MORE THAN 75°3 AC
r COVERAGE COUNTIES
21
5 1
[ MORE THAN 50% C £
COVERAGE COUNTIES JQ
30
, TOTAL COUNTIES /TQ
COVERAGE O'
50
Broadcasting
Telecasting
April 1. 1957
Pase 133
MANUFACTURING
Ampex Establishes Subsidiary
For Hi-Fi Consumer Products
AMPEX Corp. (magnetic tape recorders),
Redwood City, Calif., has created a sub-
sidiary firm, Ampex Audio Inc.. Sunnyvale,
Calif., for high fidelity consumer retail prod-
ucts. Phillip L. Gundy, vice president and
audio division manager of the parent com-
pany, is president of Ampex Audio Inc.
Herbert L. Brown, administration man-
ager of the old audio division, will be vice
president and general manager of the new
corporation. Austin Ellmore has been named
chief engineer, Arthur Stoefen manufactur-
ing manager and Bernard Quinn. manager of
finance.
Ampex decided to form the new company
because of success it has enjoyed upon entry
into the consumer field. The new unit, em-
ploying 250 persons, has set July 1 to oc-
cupy quarters in Sunnyvale.
Admiral Corp.'s Net Sales
Drop About $20 Million in '56
DESPITE an increase in unit sales over
1955. Admiral Corp.'s consolidated net sales
dropped from $202,361,797 to $182,046,-
168 in 1956 because of lower average sell-
ing price and consequent lower dollar vol-
ume.
In the company's annual report released
Monday, Ross D. Siragusa, Admiral presi-
dent, also made note of the first strike in
Admiral's 23-year history and a $9 million
sales decrease of Canadian Admiral Corp.
Admiral had consolidated net income of
$1,037,274 (or 44 cents a share on 2,362,-
096 shares outstanding) compared with 1955
earnings of $3,932,144 ($1.66 per share) be-
fore special charges and $2,282,144 (97
cents per share) after special charges.
MANUFACTURING PEOPLE
Ernest H. Ulm, product sales manager of
electronics, Sylvania Electric Products, Wo-
burn, Mass., named general sales manager
of Semiconductor Div.
Bill Neumann, chief engineer, KRLC Lewis-
ton, Idaho, to
Gates Radio Co.,
same city, as sales
engineer for
Wash., Idaho and
eastern Ore.
Edmour F. Gigu-
ere, vice president
of sales, Clevite
Transistor Prod-
ucts, Waltham,
Mass., to RCA
MR. Neumann Components Div.,
Camden, N. J., as
manager of new market coordination.
M. Ross Yeiter, product sales specialist,
Sylvania Electric Products, N. Y., named
sales manager for special tube operations.
Edward W. Allen Jr., publicity-publications
manager, Allen B. DuMont Labs, named
public relations manager, succeeding Ben-
jamin C. Bowker, who joins U. S. Plywood
Corp.
INTERNATIONAL
FOWLER REPORT ADOPTION URGED;
WOULD TAKE AWAY REINS FROM CBC
• Commission supports new 1 5-man regulatory body
• Would break CBC monopoly on tv in major markets
• Color tv by mid- 1959 offered as another objective
NEARLY 21 years of regulating its com-
petition will end for Canadian Broadcasting
Corp. if recommendations of Royal Com-
mission on Broadcasting, announced noon
Thursday at Ottawa, are adopted by the
government. The long-awaited commission
report recommended a new 1 5-man broad-
casting board to control and regulate both
CBC and privately-owned radio and tele-
vision stations in Canada.
While the report at times scolded the
Canadian Assn. of Radio & Television
Broadcasters, it recommended an independ-
ent regulatory body, the main goal for which
private broadcasters had fought for more
than a decade. The report also recommended
establishment of second television stations
in Canadian cities, after adequate regula-
tions are formulated to guard' program
quality. At the present time, cities with CBC
tv outlets are reserved against privately-
owned competition.
A goal of mid- 1959 for CBC color tele-
vision was suggested in the report.
Report was written by Robert M. Fowler,
chairman of the Canadian Pulp & Paper
Assn., Montreal, with James Stewart, presi-
dent, Canadian Bank of Commerce, Toron-
to, and Edmund Turcotte, former Canadian
ambassador to Columbia. It followed almost
a year of hearings across Canada, in United
States and Europe. The report contained
289 pages and 229 pages of appendices.
Would Drop Dominion
The commissioners stated that CBC should
drop its Dominion Radio Network, be al-
lowed to solicit local advertising on radio
and television, charge advertisers for a
larger part of its television program produc-
tion costs, trim its staff for greater efficiency,
and be financed from general Canadian
treasury. Future financing of CBC was a
major reason for the commission inquiry.
The commission suggested CBC financing
should be equal to a yearly fractional per-
centage of Canadian personal expenditures
on consumer goods and services as estimated
by Dominion Bureau of Statistics, Ottawa.
This would vary from quarter of one per-
cent in 1959 to one-third of one percent in
1963. This would mean for 1958 about
$44 million, and $74 million by 1963.
These sums were recommended for CBC's
operating expenditures, in addition to its
commercial revenue. Capital expenditures
should come from the present 15% excise
tax levied on the manufacturers' price for
radio and television sets and tubes. The
commission anticipated CBC capital expend-
itures for 1958 at $10.5 million and revenue
from excise taxes at $16 million. Excise
tax revenue by 1963 of $26 million was fore-
cast.
The proposed 1 5-man broadcasting board
would be appointed for five year periods.
with individuals for varying length. No CBC
officials would be on the board. Members
would be appointed from the public, and
technical knowledge would not be required.
The board would meet monthly. The execu-
tive committee of four would not be perma-
nent personnel, with chairman paid a maxi-
mum $10,000 yearly and the vice-chairman
$5,000.
This board would have quasi-judicial li-
censing powers, with the Dept. of Transport
overseeing technical aspects for final ap-
proval. The board would have sweeping reg-
ulatory and control powers, and be the final
court of appeal. It would enforce regulations
with the power to fine for breach of regula-
tions. Fines for first offenses would range
from $500 to $1,000.
The report recommended Canadian con-
trol over broadcasting station ownership,
with a maximum 20% foreign ownership,
approximately the present regulation. The
commissioners saw no monoply evil in op-
eration of both radio and television stations,
but noted that licenses granted independents
were preferable. The report urged that the
new board formulate regulations on pro-
grams, advertising content and Canadian
productions, and insist on avoiding "stupe-
fying mediocrity" that commissioners often
found marked private station presentations.
The commissioners recommended that
CBC continue operation of networks, and
granting private stations temporary not
permanent, network privileges. It pointed out
private radio and television operators were
certainly not lacking for profits, and urged
them to spend more for original program-
ming with special emphasis on Canadian
live talent shows. In many instances the com-
missioners praised private stations for com-
munity and regional programming policies.
The commissioners thought CBC would
CBC Realigns News Executives
Following Television Expansion
REALIGNMENT of Canadian Bcstg.
Corp.'s top news executives was announced
on March 20 by W. H. Hogg, chief news
editor, Toronto headquarters. The changes
were designed to strengthen the news service
after four years of expansion in television
news. CBC has 1 1 newsrooms across Can-
ada and produces 90 radio newscasts and
12 television newscasts daily.
C. G. Gunning, 42, senior CBC news
editor at Winnipeg, Man., has been ap-
pointed general news editor at Toronto, Ont.
D. J. Macdonald, 36, tv news editor at
Toronto since 1955, becomes general super-
visor of tv news. Laurence Duffey, 36, news
editor of radio and tv at Vancouver, B. C.
was appointed manager of national tv news
at Toronto.
Page 134 • April 1, 1957
Broadcasting • Telecasting
INTERNATIONAL
not need a fulltime chairman, but rather a
parttime president and fulltime general man-
ager. CBC production facilities should be ex-
panded in Toronto and Montreal, away from
midtown areas. It warned against decentral-
ization of production facilities to satisfy
regional pride. While the report praised CBC
for starting two Canadian historical adven-
ture film series last year, it suggested this
work could be better done by government's
National Film Board.
It suggested color television be started by
mid-1959 and that half of CBC television
be in color by 1963.
How soon the recommendations will be
implemented is now the big question in
Canadian broadcasting circles, since the gov-
ernment is expected to call a federal elec-
tion in June and this leaves no time for en-
acting legislation. The present government
is expected to be returned to power next
election, and legislation may be started by
next winter.
MANY TOPICS FEATURE CARTB MEET
BETTER radio programming for listener
wants, more audience research, television
advertising, Canadian radio week promo-
tion, and office automation featured discus-
sions of the three-day 32nd annual conven-
tion of the Canadian Association Radio and
Television Broadcasters at Chateau Fron-
tenac, Quebec City jast week. The largest
attendance in the association's history, over
500, heard Tennessee's Governor Frank G.
Clement exhort Canadians to continue their
role of interpreter between United States
and the remainder of the world for peace
at last Tuesday's formal dinner.
Contentious problems were absent as
Canadian broadcasters awaited the report
of the Royal Commission on Broadcasting,
finally released Thursday (story, page 134)
and which is expected to establish govern-
ment policy on radio and television for the
next few years. Constructive plans for pos-
sible pooling of program talent, establish-
ment of regional networks, and researching
of audience wants for both radio and tele-
vision accounted for most discussions at
both the general and closed meetings.
Vern Dallin, CFQC-AM-FM Saskatoon,
Sask., was elected president of the CARTB
at Tuesday's business session. He succeeds
Fred Lynds, CKCW-AM-TV Moncton, N.
B. D. A. Gourd, CKRN Rouyn, Que., and
Geoff Stirling, CJON-TV St. John's, New-
foundland, were elected vice presidents. Jim
Allard was renamed executive vice president.
Directors elected in addition to the above
officers, were J. A. Manning, CKCL Truro,
N. S.; F. B. Ricard, CHNO Sudbury, Ont.;
Lionel Morin, CJMS Montreal; Tom Bur-
ham, CKRS-TV Jonquiere, Que.; J. M.
Davidson, CJKL Kirkland, Lake Ont.; J. A.
Dupont, CJAD Montreal; E. E. Fitzgibbons,
CKCO-TV Kitchener, Ont.; W. H. Stoven,
CJBQ Belleville, Ont.; W. M. Hawkins,
CFOS Owen Sound, Ont.; R. J. Buss, CHAT
Medicine Hat, Alberta; J. O. Blick, CJOB
Winnipeg, Man.; N. Botterill, CJLH-TV
Lethbridge, Alberta; C. J. Rudd, CHUB
Nanaimo, B. C; A. G. Seabrook, CJIB,
Vernon, B. C; and D. M. Armstrong,
CKEH-TV Victoria, B. C.
Radio's future featured Monday's open-
ing session. Barney Corson, advertising di-
rector, Tidy House Products Co., Shenan-
doah, Iowa, warned Canadian broadcasters
not to follow the example of American
broadcasters in siphoning off the best crea-
tive brains and talent from radio into
television. He urged them to develop belief
of the community in its station, program-
ming that is of interest to listeners, improved
public relations with retail outlets, better
knowledge of the market so one can talk in-
telligently to advertisers, sale of your me-
dium for what it can do and what it is worth.
Knowledge of a station's market and
what it can do for advertisers was stressed
by Fred Gregg, account executive, Young
and Rubicam, New York. He stated ad-
vertisers were looking for facilities that will
sell a product, and stations have the right to
charge for facilities that deliver sales.
Changing dimensions of radio were dis-
cussed by Arthur Porter, media director
for J. Walter Thompson Co., New York.
(See text, page 138.)
Monday afternoon's session opened with
a group of unidentified sponsors telling why
they don't like radio. The group was chaired
by Bill Byles, H. S. Stovin & Co., Toronto
station representative firm. The reasons
they advanced included hodgepodge rate
structure of Canadian stations, blatant pro-
motional material, radio stations inability
to react to change in programming and
selling methods, the need for greater co-
operation between agencies and stations,
the lack of adequate information supplied
by stations to representatives, and failure to
announce deals on rate cards.
Editorializing for radio stations was dis-
cussed by President Danial Kops, executive
vice president of WAVZ New Haven, Conn.
He stated that "a radio editorial is an of-
ficial expression of station management to
its community, distinct from the station's
news broadcasting. The prestige and stature
that a station builds by editorializing is
worth a great deal. A station that identifies
itself with the wants of the people of a
community and fights their fights will always
be distinctive."
More collaboration between Canadian
radio stations and universities, following a
pattern established in the United States, was
urged by Paul Lazarsfeld, of the Columbia
U. sociology department. He reported on
various studies made in mass communica-
tions, and told broadcasters how to use
simple techniques to study audience re-
actions to programs and commercials.
At a luncheon meeting of the French-
language Assn. of Radio & Television
Broadcasters, D. A. Gourd, CKRN Rouyn,
Que., was elected president, and Rene La-
pointe, CKBL Matane, Que., vice president.
Directors elected were Tom Burham,
CKRS Jonquiere, Que.; Maurice Boulianne,
CJSO Sorel, Que.; Marcel Leboeuf, CKCV
ONE OF THE
FIRST 100 MARKETS
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REPRESENTED BY AVERY-KNODEL, INC.
Sports Record
Spring Continuities
Music and sports team up
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This continuity package
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BROADCAST MUSIC, INC.
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jklH YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
Broadcasting • Telecasting
April 1, 1957 • Page 135
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INTERNATIONAL
Quebec; Roland Couture, CKSB St. Boni-
face, Man. Andre Daveluy, CKAC Mont-
real, was elected secretary-treasurer of the
33 French-language station association.
Retiring President Fred Lynds reported
at Tuesday's closed session on plans to step
up assistance to French-language stations,
on the expansion of the association's sales
divisions with new officers at Montreal, and
on taxation and copyright problems.
Executive Vice President Jim Allard sug-
gested various methods of pooling Canadian
talent for program improvement, of utiliz-
ing co-operative methods of cost control and
operating economies, of researching audi-
ence wants, of training personnel in an era
of growing labor and executive shortage,
and of studying office and program automa-
tion.
At a closed business session the conven-
tion decided to defer action of the pro-
posed name change from CARTB the
former Canadian Assn. of Broadcasters for
further legal study, and unanimously re-
solved to assist students at Ryerson Insti-
tute of Technology, Toronto, with scholar-
ships and bursaries. The convention also
unanimously resolved to refuse free time
for programs of any kind with a commer-
cial origination, product, name or service.
The resolution urging stations to sell banks
on the value of radio and television met
unanimous approval.
At a short BBM annual meeting, the
group's constitution was changed to provide
board of five from each of advertiser, agency
and broadcaster organizations, and new fee
basis were announced. Broadcasting board
members elected were Horace Stovin, To-
ronto; Lloyd Moore, CFRB Toronto; Andre
Daveluy, CKAC Montreal; Ross McCreath,
All-Canada Radio Facilities, Toronto, and
Cliff Wingrove, CFPL-TV London, Ont.
Wednesday's television day started off
with Canadian station and agency execu-
tives being given a practical lesson on retail
advertising as used by Fowler, Dick and
Walker Department Store, Wilkes-Barre,
Pennsylvania. John Green, store advertising
manager, took Canadian advertisers through
all stages of preparation of copy and pro-
gramming, and showed them how to edu-
cate retailers in the use of television eco-
nomically and successfully. He explained
retailers have little knowledge of what tele-
vision can do for them. Rodney Erickson,
vice president of Young and Rubicam, New
York, showed Canadians (with slides and
figures) the latest data on program audience
reaction from his agency's studies; he em-
phasized that television can sell anything
with well balanced programming. He re-
ported the growth of feature films for both
daytime and night programming, and the use
of magazine type daytime shows. Mr.
Erickson stated that engineers would be
forced to develop foolproof color receivers
due to the slowdown of black-and-white
set sales.
Television sales featured closing Wednes-
day afternoon session, with W. Dekker,
media director. McCann-Erickson, New
York, outlining the increasing importance
of audience research to assist broadcast
media buyers in purchasing time for clients.
EDUCATION
Ford Makes Grants
In Communications
THE FORD Fund for Adult Education has
announced names of recipients of grants for
1957- 58 study, 12 of them in the field of
broadcasting. At the same time the foun-
dation said it is making about 20 grants
available for mass communication study in
1958- 59.
Radio-tv grantees for 1957-58: Graydon
L. Ausmus, director, broadcasting services,
U. of Alabama; Norman De Marco, asso-
ciate professor and manager, fine arts cen-
ter, U. of Kansas; Robert W. Clyde, tv news
director, WREX-TV Rockford, 111.; Milton
W. Metz. announcer, WHAS-TV Louisville;
Sister M. Annella, OSB. chairman, speech
and drama dept.. College of St. Scholastica,
Duluth, Minn.; William T. Pettit. writer-
director, Continental Films -WCCO -TV
Minneapolis.
Clarence E. Flick, assistant professor and
director of radio-tv, U. of Nebraska; Ros-
well C. Williams, director of communica-
tion arts, Creighton U.; Ben L. Yablonky.
associate professor of journalism, New York
U.; Nazaret Cherkezian, assistant to direc-
tor, office of radio-television. New York
U.; Shelby Gordon, writer-producer-direc-
tor, CBS Television; Gerald H. Elliott, sta-
tion manager-news director, WCBT Roa-
noke Rapids, N. C.
Applications may be obtained by writing
to Leadership Training Awards (Mass Me-
dia), Fund for Adult Education, 320 West-
chester Ave., White Plains. N. Y.
WQED (TV) Adds Sunday Hours
To Carry NBC-TV Programming
AS AN OUTGROWTH of the educational
television project of NBC-TV and the Edu-
cational & Television Radio Center, WQED
(TV) Pittsburgh, educational station which
now broadcasts five days a week, will go
on the air Sundays also, starting this week.
The station's Sunday schedule will consist
of six regular NBC-TV shows.
Since NBC-TV lines were set up for the
educational programs and the center pro-
vided local "loops", WQED has scheduled
the following Sunday NBC-TV programs:
Zoo Parade, Outlook, Mr. Wizard, Meet The
Press and Frontiers of Faith. The programs
are all unsponsored except for Meet the
Press, and that show will be carried on
WQED (TV) with the commercial portions
deleted.
ETRC Establishes Program
For Educational Tv Production
EDUCATIONAL Television & Radio Cen-
ter, Ann Arbor, Mich., announced last week
that it has established a three-year program
of grants, totalling $300,000, for educational
radio production. The project will be con-
ducted in cooperation with the National
Assn. of Educational Broadcasters^
Applications for $100,000 grants each in
1957-58-59 can be made by accredited edu-
cational institutions before June 15 to the
NAEB, Gregory Hall, Urbana, 111. Pro-
grams developed under the grants will be
made available for broadcast by the 136 edu-
cational am's of the NAEB network.
Page 136 • April 1, 1957
Broadcasting • Telecasting
HUNTLEY, STATIONS
GET duPONT AWARDS
• KNXT (TV), WFMT (FM) Named
• NBC newsman only individual
WINNERS of the Alfred I. duPont Radio
& Television Awards for 1956 were an-
nounced Friday at the annual awards din-
ner at the Mayflower Hotel in Washington,
D. C. They are KNXT (TV) Los Angeles,
WFMT (FM) Chicago and NBC commen-
tator Chet Huntley.
Awards were accepted at the dinner by
Mr. Huntley, WFMT President and General
Manager Bernard Jacobs and Clark George,
KNXT general manager.
Winners received plaques and checks for
MR. GEORGE
MR. JACOBS
MR. HUNTLEY
SI. 000. with the opportunity offered to use
the cash to estab-
lish communica-
tions scholarships
at institutions they
designate. Founda-
tion Curator O. W.
Riegel. director of
the Lee Memorial
Journalism Foun-
dation at W&L U..
at the banquet re-
viewed scholarship
activities being un-
derwritten by pre-
vious award win-
ners. The duPont Awards were established
in 1942 by Mrs. Jessie Ball duPont in
memory of her late husband.
CBS-owned KNXT was cited for the
"scope and generally high quality of pro-
grams serving the cultural and social inter-
ests of the Los Angeles area.'" Dr. Francis
P. Gaines, president of Washington & Lee
U., Lexington, Va., and chairman of the
awards committee of the duPont Founda-
tion, commended KNXT's "apparent will-
ingness to devote its best production talent
and resources to programs of social value,"
and singled out the station's Journey series
on the arts and sciences, its independent cur-
rent affairs coverage and programs on books
and school activities.
WFMT was recognized as a relatively
small station distinguished for "the integrity
of its programming policies in giving first
priority ... to the advancement of good
music, good plays and the intellectually
mature spoken word in prose and poetry."
Dr. Gaines also mentioned the "remarkable
esteem and' loyalty" of WFMT listeners.
Mr. Huntley's "consistently authoritative,
intelligent and responsible reporting and
AWARDS
analysis of public affairs" gained him the
committee citation. His service during the
1956 political conventions and campaigns
demonstrated "a clearly evident seriousness
of character and purpose," Dr. Gaines said.
The citation further stated that the news-
caster has "the ability to infuse his words
with an interest arising from his lively in-
telligence."
Media Cameramen Win Awards
In Annual Newsreel Contest
CBS-TV and NBC-TV, along with Tele-
news Film Corp. and individual stations,
were named winners in the 14th annual
newsreel competition sponsored by the Na-
tional Press Photographers Assn. and En-
cyclopedia Britannica, it was announced
last week.
Gordon Yoder, INS-Telenews, was top
individual cameraman with four honors,
including distinction as "newsreel camera-
man of the year." He also was cited as co-
winner of first prize in the news category
and for first and second prize honors in
sports. Third in sports was Harry Mammas,
of INS-Telenews.
Network citations went to Paul Bruck
and Jerry Swartskopff, both CBS, as first
and second finishers, and to Dexter Alley,
NBC, third-place, all in the news category;
and to Maurice Levy and Simon Avnet,
NBC, second place and honorable mention,
respectively, in features.
Station newsreel cameramen cited were
Ken Martin, WBAP-TV Fort Worth, hon-
orable mention in news; Dick Winer, WCKT
(TV) Miami, Fla., first place, features; Lew
Clark, WCAU-TV Philadelphia, honorable
mention, feature; Skip Nelson, KSTP-TV
St. Paul-Minneapolis, and Robert Gelberg,
WTVJ (TV) Miami, first and second, sync
sound category. Special award was pre-
sented to Eugene Broda, Movietone News,
for "outstanding display of intelligent ac-
tivity" in covering a news assignment.
Peabody Awards Set April 16
ANNUAL George Foster Peabody awards
for radio and tv will be presented in New
York on April 16 at a luncheon in the
grand ballroom at the Hotel Roosevelt. The
Radio & Television Executives Society is
luncheon host at the awards which are
administrated by the Henry W. Grady
School of Journalism of the U. of Georgia
under the direction of Dean John E. Drewry.
The RTES, meanwhile, announced that
film syndication will be the topic of its next
roundtable discussion on April 24. also
slated to be held at the Roosevelt.
AWARD SHORTS
Jackie Pierce, WTVJ (TV) Miami women's
show personality, presented certificate of
award from Hialeah-Miami Springs Cham-
ber of Commerce for her "spectacular con-
tributions" to public service.
Mulford M. Brandt, RCA commercial elec-
tronic products division, cited by Drexel
Institute of Technology, Philadelphia, for
"professional achievement in electronics and
community service." He is alumnus of
Drexel.
Howard E. Stark
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Broadcasting • Telecasting
April 1, 1957 • Page
OPINION
SEVEN REASONS WHY RADIO
IS BACK IN AGENCY FAVOR
IF we didn't question such phrases as "television has sounded the
death knell of radio" or "practically nobody ever listens to radio
any more" or "radio just doesn't have the impact of television or
magazines," we'd probably all get more sleep and lots less midnight
oil would be burned on Madison Avenue.
Fortunately for us all, during the past few years many in-
genious and inquiring advertising men have been deeply interested
in studying the changing dimensions of radio. The sharpness of these
changes can be seen best if we compare its present dimensions with
what they were back in the late forties. Based on a major study
of the changing place of radio that has recently been completed by
our company, I'd like to appraise seven of the most significant
developments that have taken place during this period.
1. SIZE OF AUDIENCE
Back in 1949, the average evening sponsored network program
reached about 5Vi million families. Today it reaches less than a
million. The average daytime network program reached 3 million
homes, compared with less than a million and a half today.
Does this mean that radio has lost its punch or its ability to
communicate to mass audiences? Not at all.
According to Nielsen, a radio commercial every 30 minutes
throughout the week will, on many stations, reach nearly half the
radio homes in a station's coverage area an average of 13 times
during the week. Minute participations in three network programs
can deliver commercials to an audience of nearly 6 million families
in four weeks, an average of nearly three times. It is estimated that
100 spots a week, strategically placed in peak listening hours, can
succeed in reaching half of the radio homes in a station's area an
average of 3-5 times per week.
So radio can reach mass audiences today — not at one time period
or on one day, but on a cumulative basis — and as an advertiser
accumulates audience size, he puts additional frequency of impres-
sions against the hard core of his listening audience.
A timid, cautious use of radio won't produce this effect. One
program a week or 5 to 10 spots a week won't do it. But for
the advertiser who has grasped this new dimension and who goes
in aggressively with adequate frequency, radio can crowd plenty
of the right people into his tent.
2. THE CHANGE IN LISTENING HABITS
No longer is the family available — as a family— to evening radio.
Daytime has outstripped evening, and the early morning hours.
The noon period and early evening hours have emerged as the peak
listening periods when the largest audiences are to be had.
These changes are related really to two factors. One certainly
is the result of programming developments and the public's ac-
ceptance of radio as a leading news medium. The other is a
reflection of living habits, the fact that radio has followed people
into the bedroom, the kitchen, has become a part of the alarm
clock and the family car. Some of these are areas where television
perhaps can never succeed as well. We can't watch a tv set while
we're shaving in the morning, or while we're driving to the station
or while we're lying on the beach or while we're driving a tractor.
The latest figures I've seen show that of the 124 million radio
sets in working order in the U. S., only 25% are in the living
room, 26% are in automobiles, 21% are in bedrooms, 16% are in
kitchens, 4% are in the dining room and 7% in other places
throughout the house.
With an average of nearly three sets per family today, availability
is one of radio's greatest strengths.
3. THE AUTOMOBILE
Back in 1946 when radio was delivering those big single broad-
cast audiences, only one family in five had a car radio. Even in
1951 only one family in four was equipped. But the latest figure
Page 138 • April 1, 1957
for 1956 is 72%, nearly three out of four families in the U. S.
with car radios. This amounts to 35 million cars on the highway —
an audience that at the particular moment of exposure, with the
exception of outdoor advertising, is an exclusive audience for radio.
Today over 80% of all new cars sold to the public are radio-
equipped, and according to the best research available, they are
in perpetual use; almost 75% of all automobile radio families tune
in at some time during a typical week, and the average length of
time spent with the radio on is nearly seven hours a week.
If I were in the business of selling radio today, I believe I would
try to approach it as an entirely different and unique sort of ad-
vertising medium. Radio performs quite differently from the others
— certainly differently from television. Radio reaches the individual
on a more personal basis. Radio is more of a boudoir channel of
communication, while television is more of a spectator, family
medium.
Radio cannot create the impact of a Tennessee Ernie Ford or a
Lux Video Theater or a four-color, bleed spread in a national
magazine.
But radio can talk convincingly to an awful lot of individuals
in lots of different places and by continually tapping away at con-
sumer consciousness it can fill a terribly important place in a total
advertising program. Radio is a natural addition to an advertising
program in other media — an addition capable of doing a perpetual,
personal sort of selling job leaving the bombast and the block-
busting to the others.
If I were in the radio business, it seems to me I'd want to trans-
late what I had to sell— not on a statistical comparison with other
media alone, on homes reached, and cost per thousand — but rather
on the basis of the differences involved. The big network television
commercial is often staged by well-known personalities to demon-
strate important product benefits to millions of families in their
living rooms, their eyes glued to the set — with all the impact and
drama this implies. The radio commercial is more likely to be
delivered to the housewife with her hair in curlers finishing the
breakfast dishes, or her husband driving home from the office or
the kids while they're doing their homework.
Perhaps radio could capitalize more on the intimacy and the
personal aspects of the times and the manner in which it reaches
its audiences than to continue to match its strength against other
media just on the quantitative front of the cost per thousand.
If I were in the business of selling radio, I'd take a very realistic
look at my rate structure.
I'd keep my rates as low as possible with the most generous pos-
sible discount plans as an incentive for the advertiser to make a
full, adequate use of my station. Speaking for the U. S. advertiser
in these days of growing competition and mounting costs, the rela-
tively low cost of achieving good coverage and frequency of im-
pressions against his market is one of radio's most attractive
features.
CAN'T DO IT ALONE
TELEVISION in a few short years has grown to major proportions.
Its dynamics are unquestioned, its force and impact and selling
power are a matter of record. But, after all, there is no single
advertising medium that is capable of doing the whole job by
itself for a major national advertiser.
Television is the ideal medium of demonstration but as yet it
can't provide color on a broad basis.
National magazines provide color and an editorial environment
of authority and compatibility of a product message, but generally
their circulation is thinly spread across the population.
Newspapers provide intensive coverage of the local areas they
serve but used on a national basis they become very costly.
Outdoor has the advantage of large space, color and good market
Broadcasting • Telecasting
The pendulum has swung for radio. It wasn't long ago that one
heard only dire predictions of its fate. Today its advocates are
almost standing in line to give testimonial. The one on these two
pages is outstanding for its comprehensiveness. It was given by
Arthur Porter, vice president and media director of J. Walter
Thompson Co., before the Canadian Assn. of Radio 8c Tv Broad-
casters last week.
coverage but it is capable of delivering only a reminder message
rather than a thorough product story.
So actually, in the last analysis, it is the efficiency and the
effectiveness of the total combination that helps the national ad-
vertiser accomplish his sales objective, not dependence on any
single avenue of communication.
On an average, this audience amounts to about 20% of the
total audience available through radio, but in peak listening hours
it becomes even more important. The car radio audience amounts
to 25% of the total in early morning hours and over 30% of the
total in early evening hours and on weekend afternoons.
The increase in auto listening has helped to offset decreased
listening at home since 1949. Although afternoon and evening have
taken good sized dips, the automobile audience has actually in-
creased the size of the morning radio audiences by 4% since 1949.
4. A STABLE YEAR-ROUND AUDIENCE
While it is true that sets-in-use and ratings for any single time
period are far lower than they were in the pre-tv era. the fact that
there is no longer a significant difference between summer and
winter programming has brought about a stability in the audience
to radio that didn"t exist before.
Daytime radio audiences used to drop 25% in the summer:
now they drop only about 15%. Evening audiences used to be
cut in half, now they drop only about 13%.
The advertiser can use radio today on a year-round basis and
maintain an even amount of advertising weight, without having to
step up his expenditure during summer months to avoid a loss of
audience. For products with a year-round sales pattern, this is an
important consideration.
5. THE CHANGE IN PROGRAMMING
In 1949 there were 10 sponsored situation comedies on the net-
works: today there are two. General dramatic programs have gone
from 17 to 2. Where there were 15 variety comedy shows in 1949.
there is one today. Quiz shows have dropped from 12 to 5. In
1949. we had 19 sponsored mystery shows on the networks, today
we have 7. There were 13 music variety programs in 1949. one
today.
But compare 5-minute and 15-minute sponsored news programs.
In 1949 there were 53. today there are 20".
Radio has emerged as a major source of news and information.
As we all recognize, radio still offers general entertainment
features — Amos 'n Andy, Gunsmoke and others — but the major
job of entertainment and drama has been taken over by television
where it can be so much more dramatically and effectively handled.
6. THE RISE OF THE INDEPENDENT STATION
Another marked change in the proportions of radio has been
brought about by the tremendous growth of stations and markets
and the consequent split in audience that has attended this growth.
Since 1949. stations in the U. S. have increased from under 800
to over 3,000. with network affihated stations in about 600 markets.
This tremendous growth of stations — of which many obviously
are independent, programming with local personalities to local in-
terests— has had an effect on the division of the listening audience
between network and independent stations. Previously, during the
daytime hours, the independent stations siphoned off about a quarter
of the listening audience; today they get about a third-
Shows with strong, local appeals, shows devoted to community
service and local projects have popped up. many of which have
demonstrated outstanding audience values — something like the
values inherent in the local weekly or small daily community news-
paper that serves the people not by reporting the latest on the
situation in the Middle East, but rather by concentrating on the
progress of the city
council's highway
program or raising
the money for the
new high school.
The fact that the
networks have been
forced to share the
available audience
with strongly pro-
grammed independent stations, in my opinion, has added to radio's
basic strength.
7. THE CHANGING SALES PATTERN
There was a time, as we all know, when there were prestige and
importance connected with exclusive program sponsorship, either
on the network or on the local station. But as television grew and
radio audiences diminished, and as the excitement in broadcasting
was transferred from radio to tv. this prestige element, by and
large. w~as lost. Radio's job had changed. There wasn't much mer-
chandising velocity left in Fibber McGee or Amos 'n Andy.
But weren't the audience values still there if the jig-saw could
be put together differently? Couldn't you accumulate large audi-
ences if you bought into several or maybe many programs on a
participation basis?
The answer was yes. and the network and the local station and
the advertiser started to work on an entirely new basis.
Back in '49, about 90 % of all network daytime segments were
sponsored exclusively. Today more than half are on a "participation"
basis. In the evening practically all programs were exclusively
sponsored: today 60% are participations. These changes had to
be made because in no other way could a sponsor spend his
dollars to accumulate a mass audience on an efficient basis.
Radio rates also are being brought into line, in terms of time
costs as well as talent. The highest cost program in 1949 was Fred
Allen at S28,000 per. It is estimated that SI 0.000 is the peak tab
today. Station discount structures have been adjusted. They used
to end at 260 or 312 times, today they extend to 520 or 1000.
Recently CBS Radio announced a reduction in its evening and
weekend rates which forces the cost of a 5-minute segment as low
as $800 for both time and talent.
The net result of these rate adjustments is that for the sponsor
who uses radio right, it can be as good or better a buy today —
in cost efficiency — as it was before the television deluge. Some
recent studies show that in terms of the audience reached per
dollar, even in nighttime hours, some network programs are today
delivering more homes per dollar invested than they did back in
the era before tv.
During the past couple of yrears. by studying and digging, we've
learned a good bit about Radio's New Look.
[Among other things] we've learned not to be dogmatic about
these peak listening time periods because there is plenty of ore
to be mined in afternoon and evening time periods as well. A
recent Nielsen study showed that on a cumulative basis in terms of
sheer numbers about as many people can be reached Monday
through Friday during the hours of 6-9 p.m. as can be reached
in the period from 6-9 a.m.
It seems to me that one of radio's major problems today is to
create an adequate demand for time outside of peak listening nours
— and these are generally the periods with lower price tags.
One of the interesting things about radio is that the more we
know about it — the more we take it apart and look at how it per-
forms and what it delivers and how much it costs — the more attrac-
tive and desirable it appears.
Broadcasting • Telecasting
April 1, 1957 • Page
OPINION
FOR THE RECORD
PLAYBACK
New Tv Stations
QUOTES WORTH REPEATING
TV BESTS SENATORS
Columnist John O Donnell, writing in the
New York Daily News March 27:
NOW, for the first time, it appears that
three news reporters sitting on a tv panel
can get more information from a reluc-
tant witness than eight smart senators, plus
a highly competent committee counsel.
That happened in the questioning of Dave
Beck, president of the Brotherhood of
Teamsters [before the McClellan commit-
tee on labor racketeering]. He clammed
up before the senators when asked
the same questions he had answered so
freely on a national tv show — CBS-TV's
Face the Nation on March 17.
It was on this broadcast that Beck
freely admitted that he had borrowed
somewhere between $300,000 and $400,-
000 from his union's treasury without
paying any interest on the loan. Today,
with the transcript of the Beck tv broad-
cast before them, the senators were un-
able to get from Beck the admission that
he had ever made the statement, or
whether it was true or false.
TWO FACES OF TV
J. L. Van Volkenburg, immediate past
president of CBS-TV, addressing the
Miami (Fla.) Junior Chamber of Com-
merce March 3:
AS VIEWERS, we look on television as
a boundless source of entertainment. As
businessmen, we look on television as a
remarkable sales instrument. This is the
paradox of the broadcasting business,
and there are still a few businessmen who
find it perplexing. They are inclined to
be a little wary of a business which is so
closely intertwined with non-business
activities. These people are still com-
mitted to the literal meaning of the phrase
"business is business." It is hard for them
to see what the Kentucky Derby or the.
World Series has to do with making razor
blades, or perhaps I should say making
more razor blades.
Equally, television's dual function of
providing entertainment and distributing
information about the products of Ameri-
can industry lies at the heart of much of
the criticism that is directed against it.
With certain groups there is something
unpalatable about having the world of art
and ideas mixed up with the world of
business. To such people these are separ-
ate worlds not to be confused, and are
contaminated when they are brought to-
gether.
What they neglect or refuse to recog-
nize is that many of the things they ad-
mire most in television exist only by virtue
of the world of business. They forget the
fundamental fact that advertising support
is the lifeblood of the business of broad-
casting— the pre-condition to providing
a steadily increasing quality of entertain-
ment and public service both to local as
well as to nationwide audiences.
UNDEFINED FREEDOM
Editorial in The Commonweal, influen-
tial Catholic lay publication, comment-
ing on the WGN-TV Chicago-'Martin
Luther" incident:
THERE can be little doubt that the flood
of phone calls and letters objecting to the
film came from Catholics. They have
damaged the fabric of our society because
they have placed in jeopardy the still
undefined "freedom" of the tv screen.
These Catholics have widened the
breach between Catholics and Protestants
which the best of recent scholarship has
done so much to narrow.
There can be little doubt that the "Mar-
tin Luther" affair was deplorable. It in-
dicates the need for extending to the tv
screen the guarantees it does not yet
possess. And it raises serious questions
concerning the pressure which any re-
ligious group can reasonably exercise
without violating the democratic charter.
TELECASTING
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1735 De Sales Street, N. W., Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE.
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□ Enclosed □ Bill
name
title/ position
company name
address
city
zone state
Please send to home address
APPLICATIONS
St. Louis, Mo. — Louisiana Purchase Co., vhf
ch. 2 (54-60 mc); ERP 100 kw vis., 50 kw aur.;
ant. height above average terrain 995 ft., above
ground 831 ft. Estimated construction cost $448,-
352, first year operating cost $1,500,000, revenue
$1,500,000. P. O. address 407 N. 8th St., St. Louis.
Studio location St. Louis. Trans, location Jeffer-
son County. Geographic coordinates 38 ; 24' 53"
N. Lat.. 90° 26' 24" W. Long. Trans.-ant. RCA.
Legal counsel Arthur H. Schroeder, Washington,
D. C. Consulting engineer Commercial Radio
Equipment Co., Washington, D. C. Lon Hocker
(24.33%), insurance interests, and nine others
will be owners. Announced March 25.
Youngstown, Ohio — Jet Bcstg. Co. uhf ch. 45
(656-662 mc); ERP 196.36 kw visual. 98.64 kw
aural; antenna height above average terrain
565 ft., above ground 641 ft. Estimated construc-
tion cost $235,000, first vear operating cost $388.-
800. revenue $405,000. P. O. address 18th and Ash,
Erie, Pa. Studio location Youngstown. Trans-
mitter location Mahoning County. Geographic
coordinates 41° 5' 26" N. Lat., 80° 36' 56" W. Long.
Trans.-ant. GE. Consulting engineer John H.
Mullaney, Washington, D. C. Myron Jones
(63V?%), majority owner WJET Erie, licensee
WHOT Youngstown and 32% WTIV Titusville,
Pa., and William Fleckenstein l36Vz%), general
manager WHOT and vice president WJET, will
be owners. Announced March 27. (Resubmitted.)
Nacogdoches, Tex. — East Texas Bcstg. Co., uhf
ch. 19 (500-506 mc); ERP 20.1 kw vis.. 10.75 kw
aur.; ant. height above average terrain 292 ft.,
above ground 300 ft. Estimated construction cost
$42,000. first year operating cost $45,000, revenue
$60,000. P. O. address % Lee Scarborough, Box
248, Nacogdoches. Studio location Nacogdoches.
Trans, location Nacogdoches County. Geographic
coordinates 31° 35' 26" N. Lat., 94° 37' 28" W.
Long. Trans. DuMont. ant. RCA. Legal counsel
Haley, Doty & Wollenberg, Washington. D. C.
Consulting engineer Guy C. Hutcheson. Arling-
ton, Tex. Mr. Scarborough, owner KELS-FM
Nacogdoches, Joe D. Prince, soft drink bottling
interests, and T. Gillette Tilford, lumber and
grocery interests, will be equal partners. An-
nounced March 22.
Port Arthur, Tex.-WDSU Bcstg. Corp. vhf
ch. 12 (204-210 mc); ERP 316 kw visual, 158 kw
aural; antenna height above average terrain
966 ft., above gr*ound 991 ft. Estimated construc-
tion cost $884,000, first vear operating cost S636,-
000. revenue $840,000. P. O. address 520 Royal St.,
New Orleans, La. Studio location Port Arthur.
Transmitter location Jefferson County. Geograph-
ic coordinates 29° 42' 57" N. Lat., 93° 51' 46" W.
Long. Trans.-ant. RCA. Legal counsel Pierson,
Ball and Dowd, Washington, D. C. Consulting
engineer Page, Creutz Steel and Waldschmitt.
Principals include Edgar B. Stern Jr. (67%), 67%
WDSU-AM-FM-TV New Orleans, Robert D.
Swezey (20%), 20% WDSU-AM-FM-TV, A. Louis
Read (10%). 10% WDSU-AM-FM-TV, and Lester
E. Kabacoff (3%), 3% WDSU-AM-FM-TV. An-
nounced March 27.
New Am Stations . . .
ACTIONS BY FCC
Carmel, Calif. — Seaside Electronic Assoc.,
granted 1410 kc, 500 w D. Post office address
P. O. Box 1144. Seaside. Calif. Estimated con-
struction cost $35,118. first year operating cost
$42,000. revenue $60,000. Principals are eaual
owners Albert R. Pearl, retired banker, and Paul
F. Hanson, freelance radio-tv producer. An-
nounced March 27.
Cocoa, Fla. — Irving Braun, granted 1480 kc,
1 kw D. Post office address 8027 Chesapeake Blvd.,
Norfolk, Va. Estimated construction cost $19,700,
first year operating cost $36,000. revenue $40,000.
Mr. Braun holds tv appliance interests. An-
nounced March 27.
Leesburg, Fla. — Clyde T. Hodgson granted 1410
kc, 1 kw D. P. O. address 813 Demington St.,
Lakeland, Fla. Estimated construction cost $13.-
081. first year operating cost $24,000, revenue $30.-
000. Mr. Hodgson is printer. Lakeland Ledger.
Announced March 27.
Mount Dora. Fla. — George R. Smith, granted
1580 kc. 1 kw D. P. O. address Box 267. Arcadia,
Fla. Estimated construction cost $16,180. first
year opearting cost $18,000, revenue $24,000. Mr.
Smith has real estate and insurance interests in
Arcadia. Announced March 27.
Kellogg, Idaho — Radio Kellogg Inc. granted 900
kc, 1 kw D. remote control trans. P. O. address
No. 2 McKinley Ave., Kellogg. Estimated con-
struction cost $18,856, first year operating cost
$31,132, revenue $42,400. Principals include Roger
L. Hagadone, pres. -99^ owner who also is pres.-
gen. mgr.. KYME Boise. Idaho, and vp.. applicant
for new am in Mountain Home, Idaho. Announced
March 27.
APPLICATIONS
Claypool, Ariz.— Willard Shoecraft, 1340 kc. 250
w unl. P. O. address % Mr. Shoecraft, 326 S. High
St., Globe, Ariz. Estimated construction cost
$11,623, first year operating cost $18,000. revenue
$24,000. Mr. Shoecraft, manager KWJB Globe,
will be sole owner. Announced March 21.
Hemet-San Jacinto, Calif. — Hemet-San Jacinto
Page 140 • April 1, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B «T)
March 21 through March 27
Includes data on new stationt, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
Valley Bcstg. Co. 1340 kc, 250 w unl. P. O. address
Fred W. Volken, Box 2304-D. Pasadena, Calif.
Estimated construction cost $11,030, first year op-
erating cost $23,000, revenue $28,000. Mr. Volken
(40%), radio engineer-consultant, John F. Stroud
(30%), carpenter, and N. V. Parsons (30%), CBS
engineer, will be owners. Announced March 26.
Hollister, Calif. — James H. Rose and Howard
E. Slagle d/b as San Benito Bcstg. Co., 1490 kc,
250 w unl. P. O. address 10814 Encino Ave.,
Granada Hills, Calif. Estimated construction cost
$14,024, first year operating cost $28,200, revenue
$42,600. Lt. Col. Rose, Armed Forces Radio, and
Mr. Slagle, Postal Transport Service, are equal
partners. Announced March 25.
Sebring, Fla. — George W. Fee and Claude C.
Tillman Jr. d/b as Radio Sebring. 1340 kc, 250 w
unl. P. O. address % Mr. Fee, 809 W. River Dr.,
Tampa, Fla. Estimated construction cost $8,200,
first year operating cost $36,000, revenue $42,000.
Mr. Tillman, 50% WARN Fort Pierce, Fla., and
Mr. Fee, sales manager WALT Tampa, will be
equal partners. Announced March 26.
Bainbridge, Ga.— Earl Petty 1410 kc, 1 kw D.
P. O. address % Mr. Petty, 1715 N. E. Sixth
Terrace, Gainesville. Fla. Estimated construction
cost $17,270, first year oprating cost $41,000, reve-
nue $48,000. Mr. Petty, insurance and drygoods
interests, will be sole owner. Announced March
26.
Pelham, Ga. — Monroe C. Reaves, 1360 kc, 1 kw
unl. P. O. address % Mr. Reaves, 712 W. Magnolia
St., Fitzgerald, Ga. Estimated construction cost
$15,874, first year operating cost $29,000, revenue
$38,500. Mr. Reaves, railroad engineer, will be
sole owner. Announced March 25.
Somerset, Ky. — Pulaski Bcstg. Corp. 1480 kc,
1 kw D. P. O. address % Oris Gowen, Columbia,
Ky. Estimated construction cost $19,600, first year
operating cost $30,000, revenue $45,000. Mr. Gowen
(20%), program director WAIN Columbia, Ky.,
Ervin T. Buis (20%), farmer and timberbuyer,
Rexford C. Vaught (16%), farmer, Andrew W.
Spaw (16%), farmer, Ethridge D. Elmore (16%),
farmer and Warren G. Adams (12%), farmer will
be owners. Announced March 27.
South St. Paul, Minn.— Florida East Coast
Bcstg. Co., 1590 kc, 5 kw D. P. O. address 350
N.E. 17th St., Miami, Fla. Estimated construction
cost $64,381, first year operating cost $90,000, reve-
nue $100,000. Harry Trenner (60%) and Herbert
Schoir (40%) will be owners. East Coast is li-
censee of WFEC Miami. Announced March 25.
Fayetteville, N. C. — Daniel F. Owen, 1600 kc,
1 kw D. P. O. address % Mr. Owen, 2908 Fort
Bragg Rd., Fayetteville. Estimated construction
cost $9,980, first year operating cost $36,000, reve-
nue $48,000. Mr. Owen, tv and appliance dealer,
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
Am-Fm Summary through March 27
Appls
In
On
Pend-
Hea r-
Air Licensed Cps
ing
ing
Am 3,021 3,001 217
356
148
Fm 540 520 49
51
0
FCC Commercial Station
Authorizations
As of February 28,
1957 *
Am
Fm
Tv
Licensed (all on air)
3,000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New stations requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
Licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Tv Summary through March 27
Total Operating Stations in U. S.:
Vhf Uhf Total
Commercial 383 91 472'
Noncomm. Education 18 5 23*
Grants since July 11, J 952:
(When FCC began processing applications
after tv freeze)
Vhf Uhf Total
Commercial 350 323 6731
Noncomm. Educational 26 21 472
Applications tiled since April 14, 7 952:
(When FCC began processing applications
after tv freeze)
New
Amend.
Vhf
Uhf
Total
Commercial 1,077
337
838
573
1,411=
Noncomm. Educ. 65
37
27
65«
Total 1,142
337
875
600
1,475=
1 176 cps (33 vhf, 143 uhf) have been deleted.
3 One educational uhf has been deleted.
3 One applicant did not specify channel.
* Includes 44 already (ranted.
5 Includes 718 already granted.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
MIDDLE
ATLANTIC
$150,000
Unlimited inde-
pendent doing a
top job in an ex-
cellent market.
MIDWEST
FULLTIME
INDEPENDENT
$50,000
Excellent oppor-
tunity for owner-
manager. Terms of
$ 1 5,000 down
available.
SOUTH
INDEPENDENT
WANTED
$100,000
We need a prop-
erty in the market
of 20,000 to 40,000
population for a
buyer who can
pay up to $30,000
down.
SOUTHWEST
WEST TEXAS
INDEPENDENT
$60,000
A good small
profit-maker locat-
ed in an oil -rich
market. Terms
available.
WEST
ROCKY
MOUNTAIN
INDEPENDENT
$155,000
An excellent earn-
ing record on this
daytime major
market property.
$35,000 down re-
quired.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
April 1, 1957 • Page 141
will be sole owner. Announced March 25.
Eugene, Ore. — W. Gordon Allen, 990 kc, 250 w
D. P. O. address % Mr. Allen, 260 Hansen Ave.,
Salem. Estimated construction cost $9,200, first
year operating cost $48,000, revenue $72,000. Mr.
Allen, owner KRGA Springfield, 70% KGAL
Lebanon and KSGA Cottage Grove, % KGAY
Salem, all Ore., 50% KBAM Longview, owner
KTIX Seattle, both Wash., and 48% KMAR
Winnsboro, La., will be sole owner. Announced
March 25.
Eugene, Ore. — Community Bcstg. Co. of Oregon
980 kc, 1 kw D. P. O. address % Don J. Bevil-
acqua, 11549 24th N. E., Seattle, Wash. Estimated
construction cost $22,183, first year operating cost
$48,000, revenue $60,000. Mr. Bevilacqua, program
director KTW Seattle, Virgil A. Parker, 50%
owner KRSN Los Alamos, N. M., and Darrel K.
Burns, 50% KRSN, will be equal partners. An-
nounced March 27.
Emporium, Pa. — Emporium Bcstg. Co., 1250 kc.
1 kw D. P. O. address 210 S. Broad St., Emporium.
Estimated construction cost $21,855, first year
operating cost $36,000, revenue $42,000. Cameron
Manufacturing Corp., Emporium, will be 98.8%
owner. Announced March 25.
Woonsocket, R. I.— Milford Bcstg. Co. 990 kc,
500 w D. P. O. address % Lorraine M. Salera,
25 Seventh St., Providence, R. I. Estimated con-
struction cost $12,395, first year operating cost
$22,000, revenue $31,000. Principals include Mrs.
Salera (55%), free-lance announcer, and Arthur
L. Movsovitz (45%), advertising interests, will be
owners. Announced March 27.
Silsbee, Tex. — Harvard C. Bailes and Val D.
Hickman d/b as The Hardin County Bcstg. Co.,
1300 kc, 500 w D. P. O. address % Mr. Bailes.
Box 487, Cleveland, Tex. Estimated construction
cost $19,225, first year operating cost $36,000,
revenue $50,000. Mr. Bailes, licensee-manager
KVLB Cleveland, and Mr. Hickman, lumber in-
terests, will be equal partners. Announced
March 22,
Fredericksburg, Va. — Eastern Shore Bcstg. Co.
1330 kc. 1 kw D. P. O. address % G. R. Chambers,
414 French St., Wilmington, Del. Estimated con-
struction cost $12,691, first year operating cost
$48,000. revenue $55,000. Mr. Chambers, owner
WDVM Pocomoke City, Md., will be sole owner.
Announced March 27.
Existing Am Stations . . .
ACTIONS BY FCC
CALL LETTERS ASSIGNED
KRTU Tucson, Ariz. — Associated Bcstrs. of
Tucson, 790 kc. Changed from KCTU.
KPIK Colorado Springs, Colo. — Western Bcstg.
Co., 1580 kc.
WGOR Georgetown, Kv. — Robert E. Johnson,
1580 kc.
WKYV Loyall, Ky.— Tri-State Radio Corp.,
1050 kc.
KBCL Bossier City, La. — Bossier Bcstg. Serv-
ice, 1220 kc.
WDVL Vineland, N. J.— The Delsea Bcstrs.,
690 kc.
WBUZ Fredonia, N. Y.— Louis W. Skelly,
1570 kc.
KADO Marshall, Tex.— Caddo Bcstg. Co.,
1410 kc.
APPLICATIONS
WIBW Topeka, Kan. — Seeks mod. of license to
change studio location. Announced March 26.
WLAU Laurel, Miss. — Seeks cp to change fre-
quency to 1600 kc, power to 5 kw, hours to D
and ant.^trans. and studio location. Announced
March 25.
KOFI Kalispell, Mont. — Seeks cp to change
frequency to 930 kc, power to 5 kw and type
trans. Announced March 27.
KSWS Roswell, N. M.— Seeks cp to change
frequency to 810 kc, power to 10 kw, ant. -trans,
location and install DA-DN. Announced March
22.
KVIT (TV) Santa Fe, N. M.— Seeks mod. of
cp to change ERP to 28.2 kw vis., 14.3 kw aur.
Announced March 26.
KBAM Longview, Wash. — Seeks cp to change
frequency to 1270 kc, power to 5 kw and type
trans. Announced March 27.
KPOR Quincy, Wash. — Seeks mod. of cp to
change ant. -trans, and studio location. Announced
March 26.
New Fm Stations . . .
ACTIONS BY FCC
Takoma Park, Md. — Washington Missionary
College Inc., granted 91.9 mc, 10 w. unl. P. O.
address % Stephen S. Hiten, WMC Takoma Park,
Washington 12, D. C. Estimated construction
cost $1,575, no revenue. Proposed grant is for
non-commercial educational purposes. Announced
March 27.
Babylon, N. Y. — WGLI Inc. granted 103.5 mc,
15 kw. P. O. address Livingston Rd. at Madison
Ave., Babylon. Cost and estimated revenue in-
corporated in application of WGLI Inc. for new
am in Babylon [B>T, Jan. 2, 1956]. Announced
March 27.
Troy, N. Y. — Rensselaer Polytechnic Institute
granted 91.5 mc, 710 w. P. O. address % Ralph
Asher, same as above. Estimated construction
cost $1,185, first year operating cost $100. Rens-
Selaer is owner of WHAZ Troy. Station will be
non-commercial educational. Announced March
27.
Ownership Changes . . .
ACTIONS BY FCC
KCHV Coachella, Calif. — Granted assignment of
license to Coachella Bcstg. Co. for $3,500. KCHV
part owner Edward W. Gorges is sole owner of
Coachella Bcstg. Announced March 27.
KEYT (TV) Santa Barbara, Calif.— Granted
assignment of license from Santa Barbara Broad-
casting and Television Corp. to Key Television
Inc. for $1,400,000. Principals include William F.
Luton (41.67%) and Nancy Luton (41.67%). An-
nounced March 27.
KRGI Grand Island, Neb. — Granted assign-
ment of license from Grand Island Bcstg. Co.
to Grand Island Bcstg. Ltd. for $145,000. James
Stuart, owner KFOR Lincoln, Neb., will be sole
owner. Announced March 27.
WCTC-AM-FM New Brunswick, N. J. — Granted
assignment of license from Chanticleer Bcstg.
Co. to Raritan Valley Bcstg. Co. for $215,000.
Raritan owners will be Joseph L. Rosenmiller
(52%), 58% owner WESO Southbridge, Mass.,
Louis J. Appell Jr.. (25%), pres. -director WSBA-
AM-TV York, Pa., and Peter A. Bordes (23%),
17% owner WESO. Announced March 27.
WWSC Glens Falls, N. Y.— Granted transfer of
control of licensee corporation from Alexander
P. Robertson and Glens Falls Post Co. to Martin
Karig for $13,000. Mr. Karig, who will own 75%
is minority stockholder WNDR Syracuse, treas-
urer WSPN Saratoga Springs, gen. mgr. WWSC
and controls WIPS Ticonderoga, all N. Y. An-
nounced March 27.
KXYZ Houston, Tex. — Granted assignment of
license from Shamrock Bcstg. Co. to Houston
Bcstg. Corp. for $600,000. Houston principals are
Milton R. Underwood (30%), banker, Catherine
F. Underwood (40%), housewife, and David M.
Underwood (30%). Announced March 27.
WDDY Gloucester, Va. — Granted transfer of
control of licensee corporation from S. L. Good-
man to Charles E. Springer for $4,000. Mr. Good-
man. 100% owner WILA Danville and WYTI
Rocky Mount and 60% WYSR Franklin all Va.,
will be sole owner. Announced March 27.
WLDL LaCrosse, Wis. — Granted assignment of
license from Lyons Bcstg. Co. to LaCrosse Radio
Inc. for $35,000. Owners will be Joseph H.
Rohrer (51%), former gen. mgr. KIOA Des
Moines, Iowa, Roy L. Phillippe (25%), former
33Va% owner WLCX LaCrosse, and Jean Gitz
(24%), lVz% owner KRDO-AM-TV Colorado
Springs, Colo. Announced March 27.
APPLICATIONS
KERO-TV Bakersfield, Calif. — Seeks assign-
ment of license and cp from Kern County Bcstrs.
Inc. to Wrather-Alvarez Bcstg. Co., for $2,150,000.
Wrather-Alvarez owns KFMB-AM-TV San Diego,
Calif, and cp for KYAT (TV) Yuma, Ariz. An-
nounced March 21.
WGCS Arlington, Fla. — Seeks assignment of
cp from William F. Askew to Thomas Carr for
remuneration for actual expenses and time spent
acquiring cp. Mr. Carr owns WDAT Daytona
Beach, Fla. Announced March 25.
WSTN St. Augustine, Fla. — Seeks assignment
of license from James D. Sinyard to St. Augus-
tine, Fla. Bcstg. Co. for $44,000. Carmen Macri
(90%), permittee of WQIK-TV Jacksonville, Fla.
and owner WWOK Charlotte, N. C, and James B.
Lumpkins (10%), banker, will be owners. An-
nounced March 27.
WEAT-AM-TV West Palm Beach, Fla.— Seeks
transfer of license corporation from RKO Tele-
radio Pictures Die. to Palm Beach Television
Die. for $600,000, plus. Bertram Lebhar Jr. (20%),
manager of WEAT-AM-TV, and Rand Bcstg. Co.
(80%), licensee of WINZ Miami, are Palm Beach
owners. Rand principals include Rex Rand and
Nathaniel J. Klein. Announced March 25.
WAKE Atlanta, Ga. — Seeks assignment of li-
cense from Bartell Bcstrs. Inc. to WAKE Bcstrs.
Inc. for $80,000. Corporate change. No change of
control. Announced March 27.
WJAT Swainsboro, Ga.— Seeks assignment of
license from Jack A. and Nancy M. Thompson
to James R. Denny and Webb Pierce for $125,-
000. Mr Denny and Mr. Pierce, music publishing
interests, will be equal partners. Announced
March 27.
WHLT Huntington, Did. — Seeks assignment of
cp from Huntington Valley Bcstrs. to Huntington
Bcstg. Co. for $1 and payment of expenses in-
curred in procuring cp. Corporate change. No
change of control. Announced March 26.
WINN Louisville, Ky. — Seeks relinquishment
of positive control of licensee corporation by
Emll J. Arnold, through sale of stock to Robert
Wasdon (25%) and Jack Siegel (25%) for $500
from each. Mr. Wasdon and Mr. Siegel own
WIOD Sanford, Fla., 50% WALT Tampa, Fla. and
WHIY Orlando, Fla. and both are directors of
WMFJ Daytona Beach, Fla. and WINN. An-
nounced March 26.
WORC Worcester, Mass. — Seeks negative con-
trol of licensee corporation by Robert F. Bryar
through purchase of stock (25%) from Shirley L.
Bryar for $10,000. Announced March 22.
WPAG-AM-TV Ann Arbor, Mich — Seeks trans-
fer of negative control of licensee corporation
from Arthur E. Greene, deceased, to Florence G.
Greene, executrix of estate of Mr. Green. An-
nounced March 27.
WPAG-AM-TV Ann Arbor, Mich. — Seeks posi-
tive control of licensee corporation by Edward
F. Baughn, through purchase of stock (1%) from
Florence G. Greene. (Contingent on grant of
transfer negative control, see above.) Announced
March 27.
WISK St. Paul, Minn. — Seeks assignment of
license from Antonio, Victor and Nicholas Te-
desco to Victor and Nicholas Tedesco. Victor
and Nicholas will pay their father (Antonio I
$75 a week for life. Upon his death his widow will
receive $75 a week and Antonio's estate will be
paid $35,000. Announced March 13. (Corrected
item.)
KLCB Libby, Mont. — Seeks assignment of li-
cense from Lincoln County Bcstrs. Die. to Frank
Reardon for $23,000. Mr. Reardon, owner 90%
KBOW Butte, Mont, and stockholder KGEZ
Kalispell, Mont., will be sole owner. Announced
March 27.
WHVH Henderson. N. C. — Seeks assignment of
license from Lawrence Brandon to WHVH Inc.
Corporate change. No change of control. An-
nounced March 26.
WBAX Wilkes-Barre, Pa. — Seeks assignment
of license from estate of John H. Stenger (de-
ceased) to Anna Stenger. Mrs. Stenger is exec-
utrix of estate. Anounced March 21.
WPAW Pawtucket. R. I.— Seeks transfer of
control of licensee corporation from Dominick
A. Hyszko and Neal D. Murphy to Mr. Hyszko.
Sum of $19,000 will be paid Mr. Hyszko for money
advanced the company. Mr. Hvszko also owns
22>'2% WNAF Providence. Announced March 25.
KHIT Walla Walla, Wash.— Seeks assignment
of license from Dale Issenhuth, Arch LeRoux
and La Salle LeRoux to Leader Bcstg. Die. Cor-
porate change. No change of control. Announced
March 26.
WHIS-AM-TV Bluefield, W. Va. — Seeks trans-
fer of control of licensee corporation from Jim
H. Shott and Hugh I. Shott Jr., individually, and
as executors of estate of Hugh I. Shott Sr. to
Hugh I. Shott Jr., individually, and as executor
of estate of Hugh I. Shott Sr. Hugh I. Shott Jr.
Broadcasting • Telecasting
i
You are cordially invited
to visit u* at the
XARTB CONVENTION
Conrad Hilton Hotel
Suite 2U8A-2U9A-2120A
NEGOTIATIONS • FINANCING • APPRAISALS
J$Lackburn & Company
WASHINGTON, D. C. ATLANTA
James W. Blackburn Clifford B. Marshall
Jack V. Harvey Stanley Whitaker
Washington Building Healey Building
STerling 3-4341 Jackson 5-1576
Page 142 • April 1, 1957
PROFESSIONAL CARDS
1
1
JANSKY & BAILEY INC.
Executive Office*
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. ADams 4-2414
Member AFCCB *
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCB *
Commercial Radio Equip. Co.
Everett L. Diltard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. 0. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Membtr AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCB*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
RUSSELL P. MAY
11 14* St., N. W. Sheraton Bldg.
Vashbigton 1, D. C. REpublic 7-3984
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
-
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
(
1
E
5EO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
610 Eye St., N.W., Washington, D. C.
xecvtive 3-1230 Executive 3-5651
Member AFCCE*
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
3
JOHN B. HEFFELFINGER
401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCB *
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
LOWELL R. WRIGHT
Aeronautical Consultant
serving the radio & tv Industry
on aeronautical problems created
by antenna towers
Munsey Bldg., Wash. 4 D. C.
District 7-1740
(nights-holidays telephone
Hemdon, Va. 114)
SERVICE DIRECTORY
t
i
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
k FULL TIME SERVICE FOR AM-FM-TV
O. Box 7037 Kansas City, Mo.
Phone JocVfon 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
COLLECTIONS
For the Industry
ALL OVER THE WORLD
TV — Radio — Film and Media
Accounts Receivable
No Collections — No Commissions
STANDARD ACTUARIAL WARRANTY CO.
220 West 42nd St., N. Y. 36, N. Y.
LO 5-5990
^^^^^^^^^^
Broadcasting • Telecasting
April 1, 1957 • Page 143
TV STATION OWNERS:
How
much
is lost
in the
shadows?
The TV broadcaster operating at
less than full authorized power can
fill in coverage gaps with low-cost
TV Translators. "Shadow" and
fringe areas get city-quality recep-
tion with Adler Translators repeat-
ing the mother station's signal on
interference-free UHF channels 70
through 83. Investigate Adler's TV
Translator now!
ADLER ELECTRONICS'
UST-10 TV
TRANSLATOR.
RATED OUTPUT:
TEN WATTS
WRITE FOR FULLY DESCRIPTIVE
'QUESTIONS ANSWERED" BROCHURE
ADLER ELECTRONICS, INC.
NEW ROCHELLE, N. Y.
FOR THE RECORD
will own 52.8% of corporation. Announced
March 21.
NARBA Notifications . . .
List of changes, proposed changes, and cor-
rections in assignments of Mexican Broadcast
Stations modifying the appendix containing as-
signments of Mexican Broadcast Stations (Mime-
ograph 47214-6) attached to the recommenda-
tions of the North American Regional Broad-
casting Agreement Engineering Meeting January
30, 1941.
Mexican List #200 Feb. 11, 1957
980 kc
XEIA San Andres, Tuxtla, Veracruz — 250 w.
Class IV. 2-11-57. (Change in call letters from
XETV.)
XECC Cuernavaca, Morelos — 250 w. Class IV.
2-11-57. (Change in call letters from XEJC.)
1110 kc
XEVS Villa de Seris, Sonora— 250 w. Class II.
8-11-57.
1310 kc
XEEX La Paz, Baja, Calif.— 500 w. Class III-B.
2-11-57. (Change in call letters from XEAL.)
1320 kc
XENI Neuva Italia, Michoacan — 1 kw D, 250 w
N. Class IV. 8-11-57.
1340 kc
XEJC Cuernavaca, Morelos — 500 w D, 250 w
N. Class IV. 8-11-57.
XELTJ Ciudad Serdan, Puebla— 250 w. Class IV.
8-11-57.
1450 kc
XEGC Sahuayo, Michoacan— 1000 w D, 250 w
N. Class IV. 5-11-57.
1540 kc
XENO Celaya, Guanajuato — 250 w N, 1 kw D.
Class II. 5-11-57.
CANADIAN TV ASSIGNMENTS
SUPPLEMENT NO. 2
March 1, 1957
NEW STATIONS
CFCR-TV (ch. 4) Kamloops, B. C— Granted
Twin Cities Television, 100 kw vis., 50 kw aur.,
ant. height above ground 100 ft., above mean sea
level 1,260 ft. Geographic coordinates 50° 40' 34"
N. Lat, 120° 19' 51" W. Long.
CKMI-TV (ch. 5) Quebec, Que.— Granted Tele-
vision de Quebec (Canada) Ltd., 5.6 kw vis., 2.8
kw aur., ant. height above ground 420 ft., above
mean sea level 685 ft., above average terrain 457
ft. Geographic coordinates 46° 47' 4" N. Lat., 71°
15' 54" W. Long.
CHAT-TV (ch. 6) Medicine Hat, Alta.— Granted
Monarch Bcstg. Co. Ltd., 4.78 kw vis., 2.39 kw
aur., ant. height above ground 279 ft., above
mean sea level 2,728 ft., above average terrain
313 ft. Geographic coordinates 50° 4' 36" N. Lat.,
110° 47' 40" W. Long.
CHANGES
CJIC-TV (ch. 2) Sault Ste. Marie, Ont.— Change
ERP to 28 kw vis., 15 kw aur.
CHEK-TV (ch. 6) Victoria, B. C— Change ant.
height to 203 ft. above ground, 423 ft. above
mean sea level, 340 ft. above average terrain.
CJLH-TV (ch. 7) Lethbridge, Alta.— Change
ant. height to 693 ft. above average terrain.
CBLT (TV) Toronto, Ont.— Delete.
Routine Roundup . . .
March 21 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates as shown. KRBB (TV) El Dorado,
Ark., to 9-57; WFLB-TV Fayetteville, N. C, to
11-21-57; WCDB (TV) Hagaman, N. Y., to 7-1-57.
License to Cover Cp
KMAU-TV Wailuku, Hawaii — Seeks license to
cover cp which authorized new tv.
WLAC-TV Old Hickory, Tenn. — Seeks license
to cover cp which authorized new tv.
WFMS (FM) Indianapolis, Ind. — Seeks license
to cover cp which authorized new fm.
KPEG Spokane, Wash. — Seeks license to cover
cp which authorized new am.
March 22 Applications
ACCEPTED FOR FILING
Modification of Cp
WBZ-TV Boston, Mass.— Seeks mod. of cp to
extend completion date to 7-8-57.
License to Cover Cp
WKNX-TV Saginaw, Mich. — Seeks license to
cover cp which authorized new tv.
WFMX (FM) New York, N. Y.— Seeks license
to cover cp which authorized new fm.
March 25 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates: WXPN (FM) Philadelphia, Pa.,
KMOS Tyler, Tex.
License to Cover Cp
WHLM-FM Bloomsburg, Pa. — Seeks license to
cover cp which authorized new fm.
WORA-FM Mayaguez, P. R. — Seeks license to
cover cp which authorized new fm.
March 27 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend completion
dates as shown. KULA Honolulu, Hawaii,
WXLI Hazelhurst, Ga.; WHOL Allentown, Pa.,
WPAB Ponce, P. R., WRAL-TV Raleigh, N. C,
to 10-23-57, WGAL-TV Lancaster, Pa., to 10-
20-57, KDTJB-TV Lubbock, Tex., to 6-20-57.
License to Cover Cp
WPAT-FM Paterson, N. J.— Seeks license to
cover cp which authorized new fm.
WBOR (FM) Brunswick, Me. — Seeks license
to cover cp which authorized new fm.
WTJU (FM) Charlottesville, Va.— Seeks license
to cover cp which authorized new fm.
UPCOMING
Page 144 • April 1, 1957
April
April 5-6: Oregon State Broadcasters Assn.,
Eugene.
April 6: United Press Broadcasters of Michigan,
Olds Hotel, Lansing.
April 6: Daytime Broadcasters Assn., Sheraton
Hotel, Chicago.
April 7-11: NARTB annual convention, Conrad
Hilton, Chicago.
April 8-11: Premium Adv. Assn. of America
annual Premium Buyers' Exposition, Navy Pier
and Morrison Hotel, Chicago.
April 9: Premium Advertising Conference, Navy
Pier, Chicago.
April 22: Connecticut Broadcasters Assn., Hart-
ford, Conn.
April 22-26: American Film Assembly, Statler
Hotel, New York.
April 24-26: Annual Conference, American Pub-
lic Relations Assn., Warwick Hotel, Philadel-
phia, Pa.
April 25: United Press Broadcasters of Illinois,
Allerton Park, 111.
April 25-27: Annuarl meeting of the American
Assn. of Advertising Agencies, the Greenbrier,
White Sulphur Springs, W. Va.
April 25-27: New Mexico Broadcasters Assn.,
Deming.
April 25-28: Annual convention, American Women
in Radio & Television, Chase Park -Plaza Hotel,
St. Louis.
April 26: United Press Broadcasters of Missis-
sippi, Buena Vista Hotel, Biloxi.
April 28-May 4: Brand Names Week.
May
May 1-3: Electronic Components Symposium,
Morrison Hotel, Chicago.
May 2-3: International convention of Interna-
tional Advertising Assn. Inc., Hotel Roosevelt,
New York City.
May 5-11: National Radio Week
May 6-8: Annual meeting, Assn. of Canadian
Advertisers, Royal York Hotel, Toronto, Ont.
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17 : Pennsylvania Assn. of Broadcasters,
Hotel Bedford Springs, Bedford Springs.
May 15-17: Radio-Electronics-TV Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 20-21: Wisconsin Broadcasters Assn., Hotel
Plankinton, Milwaukee.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
June
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 17-19: NATRFD Spring Meeting, Washing-
ton.
June 17-19: Nat. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 200 per word— $2.00 minimum • HELP WANTED 250 per word— $2.00 minimum.
• AH other classifications 300 per word — $4.00 minimum. • DISPLAY ads $15.00 per inch.
No charge for blind box number.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting • Telecasting expressly repudiates any liability or responsibility for their custody or return.
RADIO RADIO RADIO
Help Wanted Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Managerial
Wanted for immediate opportunity. One hard-
hitting time salesman with creative ideas who
thinks he is ready to be a commercial manager
in leading regional station operation in this rich
quarter million market potential. Rush resume
and picture to Box 751E, B-T.
Here's a chance of a lifetime for program direc-
tor or chief announcer to step up to management
level. Growing organization in eastern United
States needs a young married man with car for
assistant managers position. Job offers opportu-
nity at managership in near future. Send tape,
resume, photo to Box 861E, B'T.
Need energetic, experienced young radio man
strong on sales seeking first opportunity as man-
ager. Salary plus override on station gross. Box
138G, B'T.
Major Illinois independent needs an outstanding
producer strong on sales. Excellent deal for the
right man. Box 168G, B-T.
Radio station manager with successful sales
background. Immediate opening. New Mexico
250 watt station. Write Box 122, Albuquerque,
New Mexico.
Salesmen
Outstanding ten year old daytime in midwest
city of 25,000 offers a salary-commission ar-
rangement that pays up to 40%. $4000 billings
will pay you $800 per month. No ceiling. We
will match your new billing up to $1,000 with
established billing, and give you full commis-
sion on total. $400 per month guarantee for
three months. Protected account lists. Only ex-
perienced, proven salesman considered. Please
send full details on personal and employment
background. Each application will be held con-
fidential until closing arrangements are immi-
nent. Write Box 894E, B'T.
Opportunity for radio salesman to move up the
ladder to a big station in a major market. Sales
representatives wanted by 50,000 watt, clear chan-
nel station in the midwest. This major network
affiliate is recognized as one of the country's top
stations. Only interested in someone who believes
in radio . . . and good radio. Send full details
to Box 119G, B'T.
Progressive daytime station needs thoroughly
competent and experienced salesman. Salary $100
weekly plus percentage. Box 137G, B-T.
Salesman or salesman-wife team for three
Texas daytime stations, to rotate between sta-
tions, two weeks at a time each place. High pres-
suring not wanted. Want accounts, though small,
to stay sold. Box 151G, B'T.
Young man with potential, or older man with
established sales record needed. Medium multi-
station market. Groom for sales manager. Com-
plete background and photo. All replies confi-
dential. Box 161G, B'T.
Single station, medium size market. Draw against
commission. Excellent opportunity with attrac-
tive future. Please forward details, photo and
references. Box 170G, B'T.
Salesman — midwest — over \'2 million market — 5
kw daytime — independent — offers guarantee, 15%
commission, protected account list. Prefer well-
rounded sales and radio experience in small
market ready to move into a real big money
market. Box 211G, B'T.
Sales-announcer, with know-how. Excellent op-
portunity for live-wire, with independent day-
timer. KTAN, Sherman, Texas.
Good opportunity for proven salesman, possibil-
ity manager. Reference. KTKT, 10 kw, music and
news, Tucson, Arizona.
Salesman
Need top radio salesman! Receive top pay! No
gimmicks, sound solid organization operating 7
radio and 1 tv station. Write, wire George Nor-
man, Thorns Enterprises Inc., 92 Haywood Street,
Asheville, N. C.
Announcers
Want to work for a swinging outfit? We need
at least three good DJ's who know the music
and news operation. Top pay for those DJ's
who know how not to talk. Send tape and back-
ground to Box 916E, B'T. We will return your
tape.
Experienced morning man-salesman combination.
17,000 east North Carolina market. $80.00 salary,
expenses, 10 percent commission. $5,200 easily
first year. Send complete data. Box 961E, B'T.
Top midwest station needs experienced an-
nouncer immediately. Fine opportunity in cor-
poration owning radio and tv stations. Give all
information, plus photo in first letter, including
credit references. Send audition, tape or record.
Box 984E, B-T.
Want to move up? What can you show us?
Versatile staff announcer with several years solid
experience wanted by kilowatt indie in fast
growing Illinois community. Liberal bonus, in-
surance, other benefits. Require personal inter-
view. Include age, education in resume. Box
996E, B-T.
1000 watter, near Philadelphia, needs disc jockey.
Salary, talent, profit sharing. Parttime sales avail-
able. Box 129G, B-T.
Negro DJ. Big opportunity in major market
with Number 1 negro station, must have out-
standing voice and personality with radio experi-
ence, write immediately- with audition tape fol-
lowing. Box 132G, B'T.
Good announcer with first class ticket. $500 per
month. Box 157G, B'T.
If you know the location of Jack Collette, write
Box 181G, B'T.
First ticket announcer. No maintenance. $110
for an experienced man. Ohio. Box 190G, B'T.
Immediate opening for aggressive announcer in
leading independent station in large mid-south
market. Experience as staff DJ and some news.
Send complete information, tape of music, com-
mercials, news. Tape returned. Box 195G, B-T.
Immediate opening for announcer in small col-
lege community in western North Carolina resort
area. Box 212G, B'T.
Experienced announcer for midwest station. Must
have mature personality and deliver good com-
mercial. Right person will also be used for tele-
vision work. Send resume, photo and tape. Box
217G, B'T.
One more, top, all-around staff man for inde-
pendent. Must have at least 3 years experience,
know pops and standards. $400-$450 month for 42
hour week. Send tape and all information to
KOLE, Port Arthur, Texas.
First phone man with an Arthur Godfrey voice.
Also, newsman who sounds like Frank Heming-
way. We're going from 250 watts to 5000, and
need both within a month. Send tapes and when
available. KSEM, Moses Lake, Washington.
Louisiana's largest NBC outlet needs wide awake
morning DJ. Run own board. Rush tape, photo
and resume to Paul Bernard, KTBS-Radio,
Shreveport, Louisiana.
Immediate opening for staff announcer. Send
complete information and audition tape. WASA
Harve de Grace, Maryland.
Announcers
WFRL, Freeport, Illinois, has immediate opening
for experienced staff announcer. 48 hour week,
overtime over 40 hours, paid vacations, free
insurance, daytime operation. Write or call Bud
Walters.
Combo man with first phone . . . emphasis on
announcing . . . $80 for 40 hour week, addition
to staff . . . phone collect, WMIC, Monroe, Mich-
igan. Cherry 1-5554. Ask for George Stearns
or Bob Norwood.
Experienced announcer wanted for Washington,
D. C, area independent. Send audition or call
Jack Moran, WPIK, Alexandria, Virginia.
Announcer — experienced in all phases. Soon
5000 watts. Contact General Manager, WWHG,
Hornell, New York.
Immediate opening for staff announcer in north-
central Pennsylvania. Prefer man with some
play-by-play sports experience who desires per-
manency . . . WWPA, Williamsport, Pennsylvania.
Man who knows popular music . . . not rock
and roll . . . news, and can deliver a good selling
commercial wanted by top-flight Michigan net-
work station. Fine working conditions, usual
employe benefits. Personal interview a must for
man who has commercial experience. Call Kala-
mazoo, Fireside 5-2101 for appointment.
Wanted: Good voice, with commercial announc-
ing ability, able to write idea copy, build two
and three voice commercials with sound effects,
for Thorns Enterprises Inc. We operate 7 radio
and 1 tv station. Wire or write George Norman,
92 Haywood Street, Asheville, North Carolina.
Record specialist. Are you a qualified announcer
with a good voice? Can personally conduct a
well planned and smoothly executed disc show?
Can you help us build a strong music schedule?
Are you qualified to supervise all music pro-
gramming and be contact between station and
recording companies, distributors and artists? If
you think you're our man, send tape of air work
and letter to Forjoe, 580 5th Avenue, New York,
N. Y.
Radio regional midwest CBS station has imme-
diate opening for staff announcer. Minimum of
two years experience on-camera tv experience
helpful as job includes work on full vhf CBS
affiliate. Send audition tape, picture and full
background to Merritt Milligan, Assistant Man-
ager, Lee Broadcasting Co., Quincy, Illinois.
Pacific northwest. We're looking for several good
announcers with good production sense who can
be built into strong local personalities. Send tape
with broad sample of commercials, record intros
and news, plus full details about vourself to:
Forjoe, 580 Fifth Avenue, New York 36, New York.
Technical
Expanding organization needs a chief engineer
with good maintenance ability. Must have car
and be able to assume responsibility for repair
and purchase. Good salary. Possibility' of in-
stalling new station in near future. Send photo
and resume to Box 860E, B'T.
Wanted: 1st class engineer-announcer. Emphasis
announcing. Midwest. Box 189G, B'T.
Need first class engineer. Car necessary. Trans-
mitter work. 44-hour week. KGNO Dodge City.
Kansas.
First-phone operator. Immediate opening. Full
particulars first letter. WASA, Havre de Grace,
Maryland.
Wanted immediately— combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
Broadcasting • Telecasting
April 1, 1957 • Paee 145
RADIO
RADIO
RADIO
Help Wanted— (Cont'd) Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Technical
First class engineer-announcer. $5000 plus. WFKY,
Frankfort, Kentucky.
Chief engineer for new 5000 watt daytimer. Send
complete details and salary first letter. WHIY,
Fort Gatlin Hotel Building, Orlando, Florida.
Programming-Production, Others
Newscaster-legman. Well known northwest local
news department needs newscaster who can
gather and write local news. On-the-air delivery
is important, however, it must be subordinate to
actual local leg-work. Send tape, sample of your
writing and letter of application to Forjoe, 580
5th Avenue, New York 36, New York.
Announcers
Girl personality — DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
688E, B'T.
Deep, resonant voice. 4 years staff announcing
experience. Prefer midwest. $90 minimum. Box
796E, B'T.
1st class engineer-announcer for west central
Pennsylvania daytimer. Call Bill Raihall. WNCC
Radio, Barnesboro, Pa. Telephone 1010.
Chief engineer-announcer for 1000 watt am-fm
operation in midwest. Light announcing, salary
$430 per month to start. Be sure you are quali-
fied. Phone S. A. Hassan, WROY, Carmi, Illinois.
Need first phone for 5 kw regional in college
town, Pittsburgh area. Good pay, excellent recre-
ational facilities, vacation, benefits. An oppor-
tunity to join a young staff on a booming station.
Call Bill Harrington, Morgantown, West Virginia,
9488.
Chief engineer for fulltime 250 watt CBS affiliate.
No air work. Fine college town. Good pay — ■
permanency. Call Joe Termin, 5-5511, Indiana,
Pennsylvania.
Programming-Production, Others
Administrative opportunity in network for man
experienced in program and production costs in
station in medium size or larger market, willing
to relocate in major market. Degree in account-
ing of general business preferred. Under 35.
Send detailed resume to Box 823E, B'T.
5 kw Mutual station, central U.S., desires expe-
rienced, aggressive program director, who knows
successful metropolitan radio. Need good idea
man to build ratings. Excellent opportunity.
Good salary. Send air check and full info to
Box 913E, B'T.
Workhorse program director to gather, write,
announce local news, handle copy, traffic, promo-
tion. North Carolina network affiliate. You name
salary. Write fully. Box 962E, B'T.
Newsman wanted for 5 kw Ohio major market.
You must be seasoned reporter and newswriter
as well as good rapid fire airman. Right pay to
right man. No rip and run boy need apply.
Box 103G, B'T.
Need experienced program director-announcer.
Fulltime. ABC station. Small, friendly southeast
market. Send tape, photo and telephone number.
Box 191G, B-T.
Need newsman for one of Iowa's top radio news
operation. Air experience desirable, but not nec-
essary. Call or write Radio Station KROS, Clin-
ton, Iowa.
New daytime kilowatt station. Needs news direc-
tor; announcers; copywriter; other staffers. In-
terested in a progressive operation in the prime
beef center of the world? Shoot all details first
letter to Steve Bellinger, WRAM Monmouth,
Illinois.
Situations Wanted
Managerial
Radio manager. Young; college; married. Want
radio managerial position, tv, or agency. Cur-
rently managing midwest 1 kw independent. Want
a future with top organization. Willing to take
salary cut to prove my abilities. Box 155G, B'T.
Seeking change, 12 years experience all phases
of radio accent on a economical operation and
sales. A-l references. Box 179G, B-T.
Manager or technical supervisor — experienced
in all phases of broadcasting; management, sales
and engineering. Construction experience, both
non and directional arrays. First phone, family
man, age 34. Presently own station but must
change climate for family health. Available in
June. Preference Northwest, west coast or south-
west. Box 188G, B'T.
General manager with wide experience desires
managerial position in city of 50-100,000, Mich-
igan or Wisconsin. Presently earning $12,000.00
per year. Will be at NARTB and can arrange
personal interview. Box 197G, B'T.
Present part-owner and manager of two radio
stations desires to expand ownership. Will invest
in property in market with base city in excess
of 25,000. Will be at NARTB. Box 198G, B'T.
Available if your offer is good enough. Station
manager or commercial manager with recorded
and proven sales ability, including national spot
radio and tv representative, experienced retail
radio sales, radio sales director, station manager.
Send complete details your market and station
to receive resume. Box 213G, B'T.
Salesmen
Successful salesman — sports director, seeks more
lucrative opportunity. College, married. Box
985E, B'T.
Mature salesman. Employed as sales manager
metropolitan market. Managerial experience.
Desires to locate midwest or Florida. Age 30,
family man, veteran. Four years sales experience
both small and large markets. Available upon
notice to employer. Sports background. Box
174G, B'T.
Salesman or announcer-salesman; 6 years ex-
perience. This family man has done everything!
Can sell it, service it, announce it, and collect
it! Desires change, soonest. Need bucks . . .
will travel! Box 203G, B'T.
Announcers
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 109E, B'T.
SEE YOU IN CHICAGO...
To buy or sell a station.
• To discuss management problems.
• To advance your executive career.
• To find a well-qualified executive.
Howard S. Frazier will be at the Palmer House
April 7 th through April 10th.
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE, INC.
Consultants
Confidential Contact
Negotiations • Appraisals Nationwide Service
333 Trans-Lux Bldg. • 724 Fourteenth St., N. W. • Washington 5, D. C.
HOWARD S. FRAZIER
Tv and Radio Management
Baseball play-by-play announcer. Seven years
experience. Finest references. Box 975E, B'T.
Experienced sportscaster — newsman desires full-
time sports minded station in Pennsylvania,
Ohio, Indiana, Michigan, or Illinois. Box 995E,
B'T.
Experienced first class announcer with first class
ticket wants first class job. Box 999E, B'T.
Sportscaster — powerful delivery, knowledge of
baseball. Tape, references. All offers considered.
Box 114G, B'T.
DJ-staff — presently employed top southern mar-
ket seeks relocate northeast-Florida-California.
Box 135G, B'T.
Disc jockey, idea gal, program director, station's
best pal. Production expert guaranteed. Hire me
now, I'm what you need. Box 152G, B'T.
Combo-first phone — emphasis announcing. Avail-
able immediately. References. Eastern U. S. Box
154G, B'T.
Announcer: 3 years' experience news, commer-
cials, DJ, sports, available immediately. Box
159G, B'T.
Good samaritan needed! Not blessed with net-
work voice. Hard worker. 10 years experience.
Good references. Get along with people. Married.
32. Box 160G, B'T.
Sportscaster: Radio and television— four years ex-
perience— presently employed — desires baseball
play-by-play. Box 162G, B'T.
Employed. 3V2 years experience. Seeks position
with progressive New England operation. Box
165G, B'T.
Two years experience, graduate from radio
school in May. Prefer southwest. Available first of
June. Strong on news. Married. Box 166G, B'T.
Sportscaster-DJ-MC. 8 years radio, 1 year tv.
Employed in one of midwest's largest markets.
Piay-by-play over 200 baseball, football, basket-
ball games since May 1956. Gimmicks approach
to records. Want radio or radio-tv. Box 169G,
B'T.
Announcer: Have little experience, plenty of
ambition. Married, vet, 24 years old. Operate own
board. Prefer East Coast, but will consider all
replies. Box 171G, B'T.
Experienced announcer — 1st phone — family —
limited sales work, would like more — seeking
permanent position, futurewise and improve-
mentwise. Nothing sensational, just hard work-
ing. Box 172G, B'T.
Announcer, DJ, newsman. Five years experience.
$100 for 40 hours. First phone. Tape. Box 176G,
B'T.
Where is opportunity's open door in profession?
3 years college, 18 months production, non-
drinker. Box 184G, B'T.
Announcer: 14 years experience, 35, married. De-
sires northeast. Special talents. Box 192G, B'T.
Recently graduated announcer seeking first spot
as newscaster-DJ, excellent voice, reliable, neat.
Box 193G, B'T.
Want relocation northeast. Smiles to your com-
munity. Veteran, married, experienced. Box
194G, B'T.
Top-notch country DJ — staff announcer. Young,
reliable, experienced. Wishes to locate in south-
ern California. Now employed — tape and recom-
mendations on request. Box 202G, B'T.
Is there a station carrying minor league baseball
that will give beginner a chance doing play-by-
play? Have excellent possibilities — can operate
board, do other sports, news, music, commercials.
Box 204G, B'T.
Announcer-salesman. Radio-tv. Experienced ra-
dio. Copywriter, Ambitious. College graduate.
Box 206G, B'T.
Play-by-play, all sports, staff, currently sports
director, southwest. Seek station with heavy
sports schedule. Box 207G, B'T.
Page 146 • April 1, 1957
Broadcasting
Telecasting
RADIO
Situations Wanted — (Cont'd)
Announcers
Sports-announcer baseball's best. Versatile, sin-
cere. Ex-pro — college. Try and you'll buy. Box
207G, BT.
Sepia girl! Aggressive, staff, working south 6
months prefers midwest, Chicago, Indiana, etc.
Box 208G, B«T.
Announcer, 5 years experience all phases. Oper-
ate board. Excellent references. Box 210G, B-T.
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 215G, B»T.
Employed, experienced. Must relocate due to
change in personnel. Good references. Charlie
Doll, WAFC, Staunton, Virginia.
Announcer-DJ, 4 years experience wants to re-
locate in New Jersey, Pennsylvania, Connecticut
or surrounding area. Bob Douglas, 1883 Crotona
Avenue, Bronx 57, New York. Tel. TR 8-9706.
Versatile announcer and chief engineer — twelve
years experience — college graduate — know all
phases of radio good references — prefer Texas —
Call Jim Lynn, 8211, Baytown, Texas. Will con-
sider all replies.
Announcer: BA. Degree Speech, Radio and Tv
Communications; B.S. Degree Agriculture,
University of Illinois; experienced farm advisor.
Strong on news and commercials. Age 27, single,
presently employed night operations, NBC Chi-
cago. Bob Reynek, 625 Clinton Place, River Forest,
Illinois. Forest 9-8087.
Floridian desires permanent change to home
state. Experienced DJ, newscaster, reliable. Box
20, LaLuz, New Mexico.
Technical
Experienced engineer, 1st phone, available. Have
own car, married, no children. Contact Box 167G,
B»T.
Engineer, 1st phone, 6V2 years experience radio
and tv. Some microwave experience. College and
night school, don't drink. Only permanent jobs
considered. Box 187G, B-T.
First class phone, 5 years experience in elec-
tronics, midwest or west preferred. Bill Culver,
2116 31st Street, S.E., Washington 20, D. C.
Two first phone men — one with limited technical
experience and one with no experience — now
available for broadcasting jobs. Contact Grantham
School, 1505 N. Western Avenue, Hollywood, Cali-
fornia.
Programming-Production, Others
News editor: Aggressive midwest radio-tv editor
with loyal following tired of operating newsroom
on "make-do" budget. Have reached my peak
here, what can you offer? minimum $600. Sober,
young, reliable married veteran. Prefer west
coast but will consider all offers. 10 years radio-
tv experience. Box 153G, B'T.
Young lady . . . five years radio experience . . .
air . . . copy . . . production . . . desires chal-
lenging opportunity . . . eastern metropolitan
location. Box 175G, B-T.
Newsman: Built local news reputation for Wis-
consin station from nothing to excellent in less
than three years. Experienced in every phase of
radio reporting. Marquette University Journal-
ism graduate, member SDX, RTNDA, 30, mar-
ried. Current salary $6,500. Desire new challenge
with commensurate remuneration. Box 183G,
B'T.
No loud mouth claims, here! If you're looking
for a sensible PD-writer team, send for our tape.
All self-contained and an immediate indication
of two fireballs to sparkle your station. Both
employed. Box 205G, B'T.
Experienced radio news director . . . successful
as time salesman for local station . . . write copy
. . . university grad. with A.B. degree in radio.
Presently employed . . . dependable family man
. . . active in church and community civic organ-
ization . . . best of references. Wants work as
program director or newsman with reputable
organization which does not solicit beer adver-
tising. Brooks Dawson, 203 Ataman Building,
Auburn, Indiana.
TELEVISION
Help Wanted
Salesmen
Salesman, veteran or draft exempt, with one to
three years radio — television sales experience.
Good opportunity to become part of established
station in expanding market. Write Personnel
Department, WSBT-TV, South Bend 1, Indiana.
Announcers
Announcer for midwest vhf network tv station.
Must deliver good commercial both on and off
camera. Good radio personality may qualify. Send
resume, photo and tape. Tape will be returned.
Box 216G, B'T.
Enterprising announcer with some commercial
background who wants to learn the business
thoroughly in a top operation. Staff announcer-
copywriter job now open. Personal interview
in Michigan absolute necessity. Phone Kalama-
zoo, Fireside 5-2101 for appointment. Good work-
ing conditions, employee benefits. Fine, alert
staff.
Technical
Assistant chief engineer: Immediate opening
with southwest vhf CBS station. Should be fa-
miliar with operation and maintenance. State
experience and education. Box 178G, B'T.
Wanted immediately, tv technician, FCC first
class radio telephone license required. No ex-
perience necessary. Well established company
offers unusual opportunities for advancement.
State experience, salary desired, and enclose
snapshot. Box 209G, B'T.
Wanted: Engineer-operator for vhf station in
Lewiston. Idaho, Heart of America's recreation
area. Must have first phone. Good pay, oppor-
tunity for advancement. Company operates three
uhf tv stations, two am stations and one vhf-tv
station. Phone collect Chief Engineer, KLEW-
TV, Lewiston, Idaho.
First class license tv transmitter operator. Tv
experience desirable but not essential. If you
like skiing this is an unparalled opportunity.
Transmitter at Stowe, Vermont. Station provide
head skis. Liberal food allowance plus mileage.
Reply Chief Engineer, WCAX-TV, Burlington.
Vermont.
Programming-Production, Others
Television newsman and photographer. Require
some on-camera ability, mostly aptitude with
cameras and newsroom familiarity. Will train
man with limited experience and good potential.
Address Program Director, WOC-TV, Davenport,
Iowa; include complete resume and salary re-
quirement.
Situation Wanted
Managerial
Manager-commercial manager. 6 years tv, 10
years radio. Also network and agency. Best ref-
erences previous stations. Box 200G, B'T.
Technical
Engineer — fully qualified studio/transmitter oper-
ations or supervisory. Mature. Box 657E, B'T.
Programming-Production, Others
Assistant director-cameraman, 4 years experi-
ence; presently employed. Desires permanent
association established operation. Excellent ref-
erences. Box 989E, B'T.
Standout newsman available for standout job in
news direction, newscasting and station promo-
tion. Ideal for big city tv-radio-newspaper com-
bination or tv that recognizes inevitable enlarge-
ment of news programming. Qualifications un-
equalled. Now earning $9,000. Box 156G, B'T.
Want to join real news organization. Need com-
petition. 10 years radio-tv news. Top air delivery,
know-how to use film, pics, develop stringer sys-
tems. Send for full resume. Box 158G, B'T.
Film director. 3 years experience. Fully quali-
fied. Married, family. Presently employed. Box
182G, B'T.
Cinematographer, film director, cameraman . . .
4 years experience producing clips and program
length films for university radio-tv department.
A.B. Liberal Arts, one-year graduate work. 29
years old. Write news and feature copy. Good
reporter. Bob Mauldin, 206 McCauley Street,
Chapel Hill, North Carolina.
Available immediately, practically-trained, top-
flight production personnel, all categories. Call
Northwest First. Northwest Radio & TV School,
1221 NW 21st, Portland 6, Oregon. Also Holly-
wood, Chicago, Washington, D. C.
THE LATCHSTRING
IS OUT AT SUITE
1018-20 IN THE
CONRAD HILTON
Make a note now of our head-
quarters for NARTB convention,
and drop in anytime.
On hand to greet you will be Ed
Tornberg of our New York office;
Walter Grimes of our Washington
office; Dick Shaheen and Tim O'Con-
nor of our Chicago office.
Whether your interest is swap-
ping gossip, checking rumors or
something more serious, you're as
welcome as a favorable FCC deci-
sion.
We're proud to be a part of the
dynamic broadcasting industry. We
share your anticipation in the great-
est of NARTB conventions.
We hope to see you there.
ALLEN KANDER
AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye Street, N.W. National 8-1990
NEW YORK
60 East 42nd Street Murray Hill 7-4242
CHICAGO
35 East Wacker Drive Randolph 6-3688
Broadcasting • Telecasting
April 1, 1957 • Page 14
FOR SALE
FOR SALE
RADIO
Stations
For sale: Kilowatt am in northwest college town.
Full price $50,000.00, $10,000.00 down, balance
terms. Write Box 798E, B«T.
New England major network affiliate. $125,000.
Cash or terms. Box 173G, B-T.
Old established fulltime station in good sec-
ondary market, middle-Atlantic states. Top coun-
ty Neilsen. Grossing $115,000 which will increase.
High profits with probable four-year payout.
Combo operation with valuable buildings. $50,000
down payment four-year balance. No brokers
please. Only those stating financial qualifications
will be answered. Sale indirectly due to force
sale of another property. Box 180G, B«T.
We would welcome opportunity to talk with
parties interested in buying or selling stations at
NARTB meeting next week, Chicago. Our rooms
will be 1735-36A, Conrad Hilton. Paul H. Chap-
man Company.
Florida station, growing market area, showing
$25,000 income to owners. $135,000 price for con-
trol. This and 14 other stations currently available
through Paul H. Chapman Co., 84 Peachtree,
Atlanta.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
250 watt, 1370 kilocycles, daytime and extra. All
new equipment. $10,000 down will handle; or will
sell quarter interest with $3,000 down and $1,400
year. Our No. 9881. May Brothers, Binghamton,
New York.
Equipment
Tapak portable recorder windup ($439 list new,
used 6 months) will trade for mikes, power tape
recorders. Box 150G, B«T.
3M recording tape, type 101A, paper base, l,V x
4800 ft. on NAB reels in individual boxes, un-
used, approximately 460 available. Price below
wholesale. Box 214G, B*T.
Gates RCM-12 remote control, complete, like
new. Going combination studio-transmitter unit
available about April 15th. KBOK, Malvern,
Arkansas.
PROMOTION, MERCHANDISING,
ADVERTISING PERSONNEL:
LOOKING FOR A NEW OPPORTUNITY?
DROADCASTERS:
LOOKING FOR COMPETENT
PROMOTION PERSONNEL?
Maybe the Broadcasters' Promotion Asso-
ciation can help you get together I
BPA is setting up a clearing house for
broadcast promotion personnel looking for
new opportunities — and for broadcasters
seeking experienced, competent promotion
help. Please note: BPA makes no recom-
mendations, but simply tries to get the
two parties together. And for both parties,
the price is right, the service is free!
No fees of any kind.
If you're looking for a job, send a COM-
PLETE resume of background and experi-
ence, plus location desired and salary re-
quirements. If you're looking for promo-
tion help, let us know the type of person
and experience you're after.
Write :
BROADCASTERS' PROMOTION
ASSOCIATION
Suite 2100, 122 East 42nd Street,
N. Y. 17, N. Y.
Equipment
For sale: One General Electric lOkw fm ampli-
fier, model 4BF3A1, with four GL 5518 tubes.
Price in Sacramento: $2,800.00. Also, one Col-
lins 37M4 side mount ring antenna. Price: $700.00.
For information contact KGMS, Hotel Sacra-
mento, California.
1 self-supporting Lehigh tower 170' six Hazard
lights in excellent condition. Dismantled $850
takes it. WKNY, Kingston, New York. Telephone
Kingston 4500.
300-foot Blaw-Knox self-supporting tower. 33
feet square at base. Will support fm antenna or
light tv antenna. Available immediately. Contact
WTBF, Troy, Alabama.
For sale: RCA TG-1A sync generator TK-1A
monoscope camera TA-1A distribution amplifier,
480C power in two racks $2,500. Also one TG-1A
requiring slight modification $1,000. Mautner
Laboratories, 380 Oak Street, Copiague, Long
Island, New York.
Am radio tower — self-supporting, 178 feet high.
Now located on 3 story building. Can be easily
dismounted and re-erected. Will give good serv-
ice for many years. Bargain priced. Write or
phone John Stauffer, Kansas City, Kansas.
WANTED TO BUY
Stations
Wanted to buy: Small market station, preferably,
but not necessarily, daytimer. Single station
market preferred. Can arrange meeting at
NARTB Convention in Chicago. No brokers. All
inquiries confidential. Write or wire Box 126G,
B»T.
Network personality moving to Florida wants to
buy radio station or substantial interest. Will con-
sider any Florida station, large or small, for ac-
tive or inactive participation. Box 163G, B«T.
Qualified buyer, presently owner and manager
of two stations desires to purchase all or part of
a Wisconsin or Michigan station. Will assume
active role as manager. Box 199G, B-T.
Conservative Private Service. Texas, Louisiana,
"Colorado, Missouri, Kansas, Arkansas, Oklahoma.
Ralph Erwin, Licensed Broker, Tulsa.
Up to $80,000 cash down payment on immediate
purchase profitable am station billing 125 to 250
thousand. Our No. 9879, May Brokers, Bingham-
ton, New York.
Equipment
Used equipment suitable for new 250 watt sta-
tion, and 100 foot tower. Box 109G, B«T.
One, three, of five kw. Fm transmitter, and moni-
tor. Box 164G, B-T.
Have you for sale sick fulltime station in market
of at least 250,000. Box 201G, B«T.
Want video low pass filter DuMont 5397A or RCA
MI27132. KSPR-TV, Box 930, Casper, Wyoming.
Wanted — used console. State condition and price.
Contact Chief Engineer, WSBA, York, Pennsyl-
vania.
Wanted, good rack mounted Magnecord tape
recorder with amplifier, advise condition, model,
age, speed, price, etc. — Bill Tomberlin, 2917 W.
Temple Street, Los Angeles 26, California.
INSTRUCTION
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio & Televi-
sion School. Dept. B, 1627 K Street, N. W., Wash-
ington, D .C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FDeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
Help Wanted
yy. yy. yy -yy. -sy. yy- yy^ yy- yy- yy- yy^yy- yy- y^
WE'VE GOT IT!!!
§
§
§ 5000 WATTS ON 560KC
§
§ CBS NETWORK
^ Located
*5
§
§
§
§
§
^ And openings for Staff Workers
| WE NEED
Sports Announcers
Staff Announcers
Newsmen
Disc Jockeys
Announcer-Salesmen
nic Southern West Virginia. ^
§ The salary is open if you are honest, reliable, §
§ aggressive and have unusual to offer. Rush §
full particulars or telephone Program Man- §
ager, WJLS, Beckley, West Virginia. §
i
yy- yy- V57"- sy- yy- yy- 'yy- yy- -yy- yy- _^>-. yy. y/-. -^y-
Salesmen
WANTED . . .
TWO $25,000 A YEAR
SALESMEN
FOR
WMMA, MIAMI, FLORIDA
A young aggressive organization needs two
top-notch experienced salesmen for a 5,000
watt station currently under construction.
Owner is 36 years old, has been a salesman
all his life, has come up the hard way him-
self, and knows and understands what a ra-
dio salesman is, his problems, his needs, and
his desires. Therefore, if you are factually a
salesman whether in a small, one-radio mar-
ket, or if you are employed by a large metro-
politan station, your application is invited
and it will be reviewed carefully and con-
fidentially by another salesman-owner. Your
record of sales performance and experience
must accompany your application and all
applicants who apply by mail and give com-
plete details will be considered. Positively,
no phone calls or inquiries will be received.
The owner guarantees any successful ap-
plicant a big guaranteed salary, not a com-
mission or draw, but a large salary plus 15%
commission which is not chargeable against
the salary. With this goes the guarantee of
an unbelieveable opportunity to move even
higher by advancement to other big radio-tv
properties owned by the organization. No
wishy-washy words, intents, or purposes are
expressed or implied in this ad. ... it is
simply an honest, factual statement of op-
portunity and a statement of what this owner
will do in order to secure and keep big-time
sales people. Send your complete, written
record immediately to:
Keith Moyer
Box 481
Taylorsville, Illinois
Page 148 • April 1, 1957
Broadcasting • Telecasting
RADIO
Help Wanted— (Cont'd)
Help Wanted— (Cont'd)
Salesmen
Programming-Production, Others
SALES ENGINEERS
Broadcast equipment manufacturer has
opening for sales engineers to call on
radio stations in following territories.
West Coast
Upper Southern States
Middle Atlantic
Technical background essential, previous
sales experience desirable. High remu-
neration. Please send complete resume to
Box 790E, B»T
Radio Salesman Wanted
50,000 watt Midwest radio station is
looking for energetic time salesman
of executive caliber. Right man can
soon advance into responsible position.
Give age, experience and business his-
tory.
Box 185G, B*T
Situations Wanted
Managerial
37 YEARS RACKED UP
IN BROADCAST INDUSTRY
Familiar with all phases news, sales, pro-
gram direction, production. Half that
time with 5 0kw network stations. Acted
as station manager; considered top com-
mercial announcer, good executive. Steady,
sober and married — not a drifter. Seeking
management or other type responsible job
in large or small, net or indie station
within 100 miles of Chicago — prefer north
— including Milwaukee, or allied industry.
Available for interview any afternoon
during NARTB Convention after 2 p.m.
or any evening. Now employed.
Box 186G, B»T
TELEVISION
Help Wanted
Programming-Production, Others
URGENT
NEED COMPETENT NEWSMAN,
PREFERABLE WITH JOURNALISM
DEGREE TO JOIN TV NEWS STAFF
IN STATE CAPITAL. REPORTING
AND REWRITE ABILITY A MUST,
BUT WOULD ALSO LIKE MAN CA-
PABLE OF ON-CAMERA WORK.
INTEREST IN NEWS ESSENTIAL.
SOME NEWSPAPER, RADIO, OR TV
EXPERIENCE DESIRED. SALARY
$375 PER MONTH. SEND TAPE,
PHOTO AND COMPLETE INFO
FIRST LETTER. SPEED ESSENTIAL.
BOX I77G, B*T
PROMOTION-PUBLICITY
DIRECTOR WANTED
FOR NEW VHF IN TOP
SOUTHEASTERN
MARKET!
Immediate opening for creative
self-starter. Must be able to write
publicity, plan and produce sales
aids, and aggressively accomplish
all station promotion. Send photo,
salary requirements in first letter to
Box 196G, B«T
FOR SALE
Stations
See HASKELL BLOOMBERG
Radio and Television
juunedi V->roker
And Muriel Bloomberg, Ass't
NARTB CONVENTION, CHICAGO
SUITE 833-834A
CONRAD HILTON HOTEL
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
NEW TUBES
Box 855E, B«T
3iSC
IXJC
WANTED TO BUY
Stations
Excess inventory must be disposed of be- X
fore end of fiscal year. Will sacrifice at
50% of cost. 891, 891R, 892R, 3K,
20,000LK, 207, 251 A, 849, 889, 889 A, J,
^ 889RA, 5531, 5606, 6019, 6183.
STATION OWNERS
Florida, Michigan, Ohio, Indiana, Illinois
and adjacent states. Am private party in-
terested in purchasing station billing $75
to $150,000. All replies strict confidence.
Principals only. Will indentify self com-
pletely. Financially responsible.
Box 987E, B»T
EMPLOYMENT SERVICES
TOP JOBS — TOP PEOPLE
We have, or will And, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 162T *K' St. NW.
Washington, D. C. — Rfi 7-0343
Planning
a radio
station?
You can count
on RCA's 4-point
service program
... to get you on
the air... to keep
you on the air.
• PLANNING ASSISTANCE
• EQUIPMENT COUNSEL
• FIELD SERVICE
• EMERGENCY REPAIRS
RADIO CORPORATION
of AMERICA
Broadcasting • Telecasting
April 1, 1957 • Page 1
EDITORIALS
Loew's Blow
WHATEVER its legal outcome, the suit filed last week against
Loew's Inc. by the Dept. of Justice is bound to have immediate
practical effects, and we predict they will be salutary.
Loew's is charged with violating the antitrust laws by selling its
MGM feature films to television as a package instead of individually.
The procedure, according to the government's suit, constitutes
block-booking of the kind outlawed in the Paramount case of
1948. The government wants Loew's to sell picture-by-picture.
In this case the government's desires are shared, we venture to
say, by most television stations. The common complaint of tv broad-
casters is that to get the feature films they want they must buy fea-
ture packages containing films of little or no value.
There can be no doubt that the package deal — or block-booking as
the government chooses to call it — works to the advantage of the
film distributor. Indeed it is not unlikely that the enticements of the
package deal were at least partly responsible for the decision of
major movie makers to release their backlogs to television.
For the distributor it is manifestly easier to sell, say, 700 films
in a lot than to dicker individually over each of the 700. What is
more, the package sale assures the distributor that all the pictures in
his kit — good or bad — will move in the market as a unit.
It is logical to expect that feature film distributors will at once
change their selling practices, even though the Loew's case is still
only a suit and may be years from a decision. Distributors who
continue block-booking will expose themselves to serious conse-
quences if the government is successful in its action.
In our view this is all to the good. Dealing individually with
features will complicate the business of film distributing, but it will
benefit the viewing public and the broadcaster. It will no longer be
necessary for the broadcaster to find himself loaded with un-
attractive features which he plays, to the impoverishment of his pro-
gram schedule and the boredom of his audience, or which he is
forced to buy but refuses to play, to the detriment of his profits.
The Doerfer Doctrine
T T hasn't happened before and it may not happen again. The FCC
*■ has voluntarily stripped itself of regulatory power — a radical
departure from the bureaucratic penchant for arrogating more and
more authority. And in so doing the FCC opens an entirely new and
wholesome era in licensing — unless it is tripped up by the courts.
By a decisive 5-2 vote, the FCC 10 days ago concluded that it
does not have the legal authority to consider economic injury to
existing stations in acting upon an application that otherwise meets
its criteria for new stations. But it went even beyond that in respect
to its authority in the broadcast field. It limited itself to the power
to regulate only "with respect to electrical interference and with
respect to the qualifications of the licensee or applicant".
This may become known as the Doerfer Doctrine. Actually it is a
return to the original Congressional intent, but from which predeces-
sor commissions have gradually departed during nearly two decades.
The new 5-2 decision goes far beyond policy. It now is a matter
of law, as construed by the majority.
The decision came in what appeared to be an innocuous case. It
involved Cleveland, Tenn., a town of under 13,000 (1950 Census).
The existing 250-watter protested an April 1955 grant of a 1 kw
daytimer in the market, on the ground that the economic potential
was such that two stations could not survive, or if they did, their
programming would be degraded. In sustaining the examiner, the
FCC majority said: "Restriction of competition is a corollary of
exclusivity, and exclusivity is tolerable only by the application of
public utility concepts or techniques". That means rate regulation
and control of product — in short, censorship.
Whether or not the aggrieved 250-watter in Cleveland, Tenn.,
goes to court to test the validity of the FCC's action, it seems cer-
tain that the issue will be litigated sooner or later. Two of the vet-
eran Commissioners — Hyde and Bartley — disagree with the majority
as to the law, but not as to policy. There is sharp disagreement on
the interpretation of past court opinions.
We think the Congressional intent is clear. We like the majority
opinion. The logical corollary in keeping with the reaffirmation of
the "free enterprise" concept is to move out of the sphere of pro-
gramming and of "counting spots", except where specific statutes
would be violated.
Page 150 • April 1, 1957
i 1
I WRTH £XtiiBlT JO-k-3
A Question For Chicago
WHAT could be the forerunner of a national, closed-circuit
system of subscription tv is shaping up in several quarters.
A number of theatre chains in the Southwest have announced
plans to pipe first-run movies into the television sets in subscribers'
homes. International Telemeter, the Paramount subsidiary, has an-
nounced its readiness to equip such operations.
So far, these plans are confined to individual cities and to movies
as exclusive program fare. It would be easy, however, to enlarge
operations, especially if the relatively uncomplicated process of de-
livering wired motion pictures to homes in individual communities
works out successfully.
The next steps obviously would be to expand and diversify the
programming and to link the individual systems into one or more
networks. Once these steps were taken, subscription television
would have arrived.
In our view, it would have arrived by the proper evolution and in
the proper form — using cables instead of scarce broadcast frequen-
cies. Of utmost importance, it would have been established without
depriving the public of any television service it now receives free.
This is not to say that wired toll tv would not be competitive with
free television. It would definitely be in competition with free tv
for the leisure time of the public. To the extent it was successful in
attracting viewers it would dilute the audience available to free tv.
But that would be a healthy kind of competition. The public would
have a wider choice of programs and hence would benefit. To put
toll tv on the air would mean lessening the public's choice in pro-
grams and eventually would lead to the conversion of most if not
all television to subscription service.
It is that eventuality which the government is virtually assuring
if it approves the use of broadest frequencies by toll tv.
TWICE in the past fortnight the FCC has wrestled — painfully,
according to reports — with the subscription television problem.
Before it wrestles itself into a position of possible embarrassment,
the FCC would do well to consider the obvious virtues of a closed-
circuit system of subscription television — which, at least in its early
stages of confinement to individual communities, would need no
FCC approval.
Would it not be realistic for the FCC to postpone a decision
on broadcast subscription television until some of the wired systems
have been put to work?
Certainly that question is worth consideration. Indeed, we sug-
gest it be considered when the FCC appears before the NARTB
in a forum discussion April 10.
The FCC's appearance in Chicago will provide not only an op-
portunity for open discussion of subscription tv during the forum
but also a chance for individual Commissioners to seek out the
views of practical broadcasters.
No question before the FCC is of greater moment than that of
toll tv. It can hardly escape attention at Chicago.
Broadcasting • Telecasting
1956 Nielsen Market
Coverage Study shows:
KSTP RADIO DELIVERS
LOWEST COST-PER-THOUSAND
IN NORTHWEST MARKET!
Here's the proof that KSTP Radio—
The Northwest's QUALITY Station-
is your best buy in the vital Northwest
market.
0N. C. S. No. 2 Spring, 1956 shows
that in Ramsey County (city of St.
Paul) KSTP reaches more homes every
month than any other Twin City
Radio Station.
In Hennepin County (city of Minne-
apolis) KSTP is second among all
stations in number of homes reached
monthly.
f£ In station total homes reached month-
ly and weekly, KSTP is a strong
second.
As a result of these figures, a com-
parison of rates shows that KSTP
Radio offers you the Lowest Cost-
Per-Thousand Homes in this mar-
ket of more than 900,000 radio families.
To reach and sell the growing, active-
buying Northwest most effectively, most
economically, KSTP Radio is your first
buy and your best buy!
For further information, contact your
nearest Edward Petry office or a KSTP
representative — today.
KSTP fc*^
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
"The Northwest's QUALITY Station"
Represented by Edward Petry & Co., Inc.
Trendex
agree!
KOWH is No. 1 in Omaha audience!
Take Pulse, for example. KOWH is first in 216
out of 240 daytime quarter hours. More evidence,
added to previous data, of KOWH's decisive dom-
inance of Omaha radio. Feb. -March Hooper has
KOWH out in front, too, as ever! Trendex gives
KOWH top spot, too.
This is the kind of market-dominance which Storz
Station ideas, programming and broad (660 kc.)
coverage continue to make possible for national
and local advertisers. Results prove it, too.
Get Adam Young's point of view ... or talk it
over with General Manager Virgil Sharpe.
:
< 7 / *T
• » . ..
1
Today's Radio for Today's Selling
WDGY WHB
Minneapolis-St. Paul Kansas City
Represented by John Blair & Co.
WQAM
Miami
LATEST PULSE SAYS:
KOWH leads next independent
by nearly
2 to 1
TODD STORZ,
President
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
WJ BROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
APRIL 8, 1957 35* PER COPY
The brokers are busy: $26 million in sales Page 31
Last word on NARTB's Chicago convention Page 33
Fm, 10 years later: B*T totals the score Page 116
By-brand breakdown of 1956 spot tv Page 162
$26 million in sales
The NARTB convention
Fm: Promise, problems
tatWe
Th
is is the first of a series of
full page advertisements on
behalf of Spot Radio.
During 1957 these fables
wi
II
appear regularly in
The New Yorker, Printer's
Ink, Sales Management,
Broadcasting •Telecasting,
and Television Magazine.
AGAIN FOR THE 4^ CONSECUTIVE MONTH
l-N-D-l-S-P-U-T-A-B-L-Y
DOMINANT
WT'fR
RICHMOND
VIRGINIA
NOW BOTH ARB AND PULSE AGREE
THE LATEST JAN.- FEB. SURVEYS PROVE IT!
STATION
Share of Audience (Pulse) Share of Audience (ARB)
WTVR
MON.-FRI. 6 PM-12 MID.
STATION "B"
Mon.-Fri. 6 PM-12 Mid.
STATION "C"
Mon.-Fri. 6 PM-12 Mid.
37
35
27
36.7
31 3
31.5
AND WTVR HAS 8 OUT OF THE 15 TOP WEEKLY PROGRAMS
PLUS 6 OUT OF THE 10 MULTI-WEEKLY PROGRAMS
DOMINANT IN
HOMES
REACHED
MONTHLY, WEEKLY AND DAILY- DAY AND NIGHT
SEE NIELSEN COVERAGE SURVEY #2
DOMINATE IN RESULTS
BY CALLING ANY BLAIR TV OFFICE
OR Wilbur M. Havens 5-8611
WTVR - RICHMOND. VA
FULL POWER
FULL COVERAGE
TELEVISION
Kati Has The Facts On That-
Very Highly Audience Rated,
Sales Results Premeditated,
CBS Affiliated
Station in Des Moines!
A COWLES OPERATION
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting Publications, Inc., 1735
DeSales St., N.W., Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under act of MaTch 3, 1879.
Based on N.CS. No. 2
KRLD
CBS
Radio - Dallas
delivers
More Listeners
More Coverage
than any other full-time station
in the entire state of Texas • • •
KRLD is the Only Full - Time 50,000
Watt Station in Dallas - Ft. Worth Area
KRLD does not share time and frequency with any
other station. One station — one order means greater
frequency discounts — full, accurate coverage at
minimum cost. KRLD is centrally located in Texas'
richest and most progressive area. Few natural bar-
riers impede its full-time 50,000 Watt signal, giving
you adequate coverage of the West and Southwest
at a lower cost per 1,000 listeners. For the best buy,
better buy KRLD. Check with a Branham man.
KRLD Radio CBS
The radio station of The Dallas Times Herald, owners and operators
of KRLD-TV, telecasting with maximum power from the top of
Texas' tallest tower. Herald Square, Dallas 2. The Branham Com-
pany, exclusive representatives.
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
More listeners
More Coverage
less Cost per 1,000
COMBINED MAKE
KRLD
the biggest buy
in the biggest market
in the biggest state
Page 4 • April 8, 1957
Broadcasting
Telecasting
closed circuit:
ENIGMA • Will FCC Chairman George
C. McConnaughey use forum of NARTB
convention to make announcement about
his future? He has kept even colleagues
guessing on whether he plans to return to
private practice when term expires June
30. Educated guess: He will leave and
have strong voice in selection of successor.
B»T
WHEN Mr. McConnaughey steps out,
line of candidates will queue up, not only
for his seven-year term as commissioner,
but also for chairmanship, which is prero-
gative of President. At least half-dozen
known candidates are poised with heavy
endorsement artillery when Chairman gives
word. Two incumbent commissioners also
have eye on chairmanship. Comrs. Doerfer
and Lee would like to "rotate" into top
spot as Republicans who haven't yet headed
agency.
B»T
OPINION PLEASE! What's status of mili-
tary pitch for low-band vhf now that quiet
campaign for chs. 2-6 has reached top
level [B«T, April 1 ; see editorial page
186]? Executive branch reportedly has
asked Attorney General Brownell for opin-
ion on presidential authority to allocate to
government service any spectrum space
utilized by private licensees when no na-
tional emergency exists. No official con-
firmation, however, because Attorney Gen-
eral regards his dealings with executive
branch as confidential counsel-client rela-
tionship.
B»T
AFTER B»T's disclosure of military quest,
no flat denials came from any quarter.
Vhf quest was narrowed to Air Force and
Navy. Official sources indicated they were
simply putting in bids early for low-band
vhf since FCC spokesmen and others have
repeatedly stated that all tv eventually
would have to move to uhf where 70 chan-
nels are available against 12 vhfs.
B»T
CH. 13 TOO? Indications that military
quest for additional spectrum space is not
confined to low vhf band (chs. 2-6) came
last week from another quarter: Navy, for
new development, reportedly wants addi-
tional space in upper end of vhf band, with
eyes fixed particularly on area just below
present government operations on 216-220
mc. This would encompass ch. 13.
B»T
GROWING importance of Hollywood as
source of tv network programs is indicated
by glimpse of preliminary fall schedule of
ABC -TV. It shows 46 possible program
series, including 35 Hollywood origina-
tions and 11 from East, with same ratio
applying to 25 series which are sure: 19
originating in Hollywood to 6 in New
York.
READY WITH ANSWERS • Members of
FCC will be poised to comment on these
current topics when they're on firing-line
panel at NARTB convention in Chicago
Wednesday morning: FCC-FTC liaison on
false advertising and related question of
proposed modified renewal forms for both
radio and tv, now pending (page 66, B»T
April 1); five-year licenses or longer; tv
allocations, with particular reference to
government and other demands for low-
band vhf space; tall tower situation; status
of various non-adjudicatory proceedings.
B»T
WHAT FCC members probably won't be
willing to discuss, except as to broad is-
sues, will be subscription tv, in light of its
current pendency; adversary hearing cases
in tv or otherwise, and Network Study
Staff report due June 30. All commission-
ers except John C. Doerfer, now recuperat-
ing from an appendectomy performed
March 29, plan to be present.
B»T
ANOTHER DAY • Comr. Doerfer's emer-
gency appendectomy caused his FCC col-
leagues to postpone consideration last week
of number of important issues. They were:
subscription tv, Storer's Manchester, N. H.,
purchase and revision of radio and tv li-
cense renewal forms, which could open
door to "censorship" discussions and
whether FCC should require program "per-
centages" and spot breakdowns. Indica-
tions are these matters won't come up for
another fortnight, since Chairman McCon-
naughey goes to Palm Beach, Fla., from
Chicago this Thursday. Best guess is pay
tv won't be up until about May 1 .
B«T
LOOK for former FCC Comr. Frieda B.
Hennock to show up in subscription tv pic-
ture, not as attorney but as investor and
possibly franchise holder. She conferred
last week with Pieter E. vanBeek, asst. to
president of Zenith who has been master-
minding campaign for Phonevision. Miss
Hennock (now Mrs. William Simon) has
practiced administrative law in Washing-
ton since her retirement from FCC, June
30, 1956.
B»T
OFF THE RECORD • Word in New York
last week was that one preliminary draft
of forthcoming House Antitrust Subcom-
mittee report recommended Dept. of Jus-
tice study question whether networks
should be divorced from record manufac-
turing and also from ownership in Broad-
cast Music Inc. Report of Antitrust sub-
committee, which held lively hearings in
New York last September, has been in
preparation under utmost secrecy.
B»T
REGGIE SCHUEBEL, vice president in
charge of broadcast media, Norman, Craig
& Kummel, New York, is resigning to join
Guild, Bascom & Bonfigli, in similar ca-
pacity. Miss Schuebel will head New York
office of San Francisco agency.
B»T
NOT AGAIN! It looked for while as
though there might be recurrence this sum-
mer of inter-city tv relay shortages which
plagued tv networks ten years ago. Net-
work officials feared that big traffic loads
to be caused by delayed broadcasting due
to DST scheduling would overtax AT&T
facilities — resulting in substandard black-
and-white transmissions and near-blanking
of color.
B»T
FEAR of degraded summer service was
based on threatened use of AT&T facilities
which aren't equipped for top-grade tv re-
lay. Word at week's end, however, was
that AT&T was working out complicated
re-routing plans to put most — if not all —
tv service on quality relays.
B»T
TV AND FM • There's gadget in bread-
board stage that would make any tv re-
ceiver do extra job — provide fm aural (88-
108 mc) service as well as normal video
programs. Capable of mass production at
low cost, this device would be hitched be-
tween antenna lead-in and antenna con-
nections on back of tv receiver. Installa-
tion would be easy for average viewer.
B»T
NARTB President Hal Fellows gives full
credit to ABC for "breaking open" what
he described as long overdue advantage of
having top addresses at NARTB conven-
tions on air. In pre-convention letter to
Gene Accas, ABC-TV administrative vice
president, Mr. Fellows expressed apprecia-
tion for ABC's "constructive move" in
bringing about extensive coverage by both
radio and tv.
B»T
TRAVELOGUE • Fresh from trip to
South Africa, Frank J. Starzel, general
manager of Associated Press, will make
one of his rare public appearances in ad-
dressing Radio Pioneers' banquet Wednes-
day night in conjunction with NARTB
convention in Chicago. Contacted by Clair
R. McCollough, Radio Pioneers' president,
in Johannesburg last week, Mr. Starzel ar-
rives in New York Monday and leaves
Tuesday for Chicago.
B»T
SONGWRITER - music publisher, also
CBS Inc. stockholder, is threatening to
stir BMI-ASCAP hornet's nest at CBS Inc.
annual meeting April 17 as well as at
RCA's May 7. Individual himself is in-
volved in litigation with BMI and since is-
sue of CBS and RCA-NBC interests in
BMI are themselves lodged in courts, song-
writer's tune at meetings — asking divorce-
ment of networks from BMI — actually
may become mere whistle in dark.
Broadcasting • Telecasting
April S, 1957 • Page 5
The kids have left
for school . . .
All-new surveys show again:
When the youngsters
are away . . .
Kansas City radios
stay . . . with WHB
what station
will she listen to?
Let's look between 9 a.m. and 4 p.m. Mon-
day through Friday — and see what happens
to Kansas City radio listening when "all those
teen-agers" are at school. WHB continues its
domination! According to every major sur-
vey, everyone of the 140 quarter hours from
9 to 4 belongs overwhelmingly to WHB.
This, mind you, when there are no teen-agers
available. No wonder WHB carries regular
schedules for virtually every major Kansas City
food chain — including A & P, Milgrams,
Thriftway, A & G, Wolferman's and Kroger.
Let the Blair man tell you WHB's dramatic 9
to 4 story. Or, talk to General Manager
George W. Armstrong. And while you're at it,
get the whole day and night picture !
WHB
10,000 watts, 710 kc.
KANSAS CITY
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WHB— FIRST 140 OUT OF
140 QUARTER-HOURS BE-
TWEEN 9 AND 4!
AREA NIELSEN. WHB in
first place 140 out of 140 quarter-
hours.
HOOPER. WHB in first place
140 out of 140 quarter-hours.
PULSE. WHB in first place
140 out of 140 quarter-hours.
WHB's share of Area Nielsen
Total Station Audience: 46%.
, ..... ...
TODD STORZ,
president
KOWH
Omaha
WTIX
New Orleans
Represented by John Blair & Co.
Represented by Adam Young Inc.
Page 6 • April 8, 1957
Broadcasting • Telecasting
at deadline
MBS TO GO MUSIC-NEWS-SPORTS • business briefly
TOP command of MBS decided Friday to con-
vert network programming to news-music-
sports format, with de-emphasis of entertain-
ment shows, about June 1. Plan was to be an-
nounced to Mutual affiliates meeting yester-
day in Chicago.
Under new operation, network will broadcast
five-minute news shows every half-hour. Those
on hour will be service which stations may sell
locally; those on half-hour will be reserved
for network sale. Network intends to supply
7 a.m. to midnight service, seven days a week.
Schedule, built around fixed newscasts, will also
lean to public information shows, sports.
Earlier in week Thomas F. O'Neil, president
MGM-TV Will Sell Parts
Of Film Library on Request
DECISION to sell picture by picture its 700-
odd feature film library to stations if they so
desire expected to be made over weekend by
MGM-TV Div. of Loew's (see page 52).
Problem for MGM-TV has been lack of
booking facilities, few film exchanges, limited
print output, etc., necessary for smaller market
station negotiation and thus far had been aim-
ing sales to top tv market outlets. Picture-by-
picture selling would not preclude MGM-TV
from grouping pictures but would establish
"flexibility" in MGM-TV's sales policy. MGM-
TV already has been grouping pictures to lim-
ited extent and has sold some packages on that
basis. Picture-by-picture sale would be on non-
exclusive basis — i. e., not permitted to tie up
remainder of library in market.
Latest sale was to WNDU-TV South Bend,
Ind., which for approximately $480,000, pur-
chased 650 pictures of MGM-TV.
FCC to Scrutinize Spectrum
Between 25 AAc and 890 Mc
FCC is going to take long look at allocations
between 25 mc and 890 mc, it was announced
Friday. Not unexpected, Commission said in-
quiry, "of a legislative fact-finding" type, is to
obtain data to help with future allocations of
many non-government services operating in
that band. Comments requested by July 1, with
hearing to be set at later date.
Band includes fm and tv broadcasting, plus
auxiliary broadcast services, and marine, aero-
nautical, public safety, industrial, amateur,
transportation, other services.
Commission said it wants to re-examine basic
allocation policies in light of present and future
needs. Among other things, Commission said,
it wants to know of possible conflicts between
government and non-government users. Also in-
volved is information to assist in formulating
U. S. position for 1959 Geneva international
conference.
At same time it was learned above-890 mc
hearing will begin May 6 or 13, with 11 broad-
casters listed to testify, as well as such other
groups as RETMA, National Community Tele-
vision Assn., RCA, GE, etc. Broadcaster groups
asking to testify include NARTB, Joint Council
on Educational Tv, North Dakota Broadcasting
Co., Peninsula Broadcasting Co., and Southern
Regional Education Board. Hearings expected
to run 30 days.
of RKO Teleradio Pictures, parent of MBS,
said publicly for first time that re-evaluation
of MBS operations was underway and that
change to service-type network might be made.
Mr. O'Neil, addressing Akron meeting of stock-
holders of General Tire & Rubber Co., parent
of RKO Teleradio, said 1957 outlook is bright
for all RKO Teleradio divisions — except
Mutual. Time has passed, he said, when radio
networks can rely on extravaganza programs.
Decision to make change to news-music-
sports format was made Friday by Mr. O'Neil
and John B. Poor, MBS president. It had been
under consideration since early this year [B«T,
Feb. 4, Jan. 28].
Military Spectrum Needs Cited
By ODM's Gray to Sen. Potter
MILITARY services are finding it difficult to
meet defense requirement with "limited" spec-
trum space now available, and situation will
become more critical "as new technology now
under development reaches the operational
stage." These are latest words on military's
march for more spectrum space [B»T, April 1]
contained in April 2 letter from Defense Mo-
bilizer Gordon Gray to Sen. Charles E. Potter
(R-Mich.), made public Friday.
Mr. Gray's letter was response to Sen. Pot-
ter's questions regarding frequency utilization
by government. ODM chief referred to last
year's study initiated when FCC asked for more
vhf space for tv and conclusion that national
defense, air navigation and communications
precluded release of government frequencies.
"The classified report which resulted from
the study," Mr. Gray said, "pointed out that
in addition to national security requirements
the programs for guided missiles, radar net-
works, earth satellites and other defense neces-
sities will continue to cause an ever increasing
demand for radio frequencies. The report
specifically noted that operation of modern
weapon systems has become increasingly de-
pendent upon a complex of communications
and electronic devices requiring more and more
frequency space dispersed throughout the spec-
trum."
Mr. Gray added that Dept. of Commerce
pointed out continued availability of vhf for
"far-flung" air navigation and communications
contributes "significantly" to national security.
It was also learned military claims for more
vhf space may be based on FCC's June 1956
report which indicated that move of all, or
major portion of, tv to uhf may be best way
out of vhf-uhf allocations dilemma. If that
move is in wind military understood to feel
bid for space should be made now.
Berkman-Laux Buys Approved
SALE of WBLK-AM-TV Clarksburg and
WPAR-AM-FM Parkersburg, both W. Va., to
WSTV-AM-FM-TV Steubenville, Ohio (Berk-
man-Laux and associates), for $250,000 ap-
proved Friday by FCC. Approval came follow-
ing withdrawal of Clarksburg Exponent-tele-
gram protest of ch. 1 1 Clarksburg grant to Ohio
Valley Broadcasting Co. and Ohio Valley's sub-
sequent sale of stations to WSTV Inc. [B»T,
March 25]. Case had been in litigation for three
years.
Late-breaking items about broadcast busi-
ness; for earlier news, see Advertisers
& Agencies, page 40.
FORD'S $2.5 MILLION PLUM • Ford Motor
and J. Walter Thompson Co., both Detroit, ex-
pected to announce this week details of new
year-long network radio campaign to cost esti-
mated $2.5 million. Decision as to which net-
work will receive reportedly between CBS and
MBS. Latter has been making auto radio audi-
ence studies.
NOXZEMA BUYING DOWN EAST • Nox-
zema Chemical Corp., (shaving cream) Balti-
more, expected to make heavy use of early
morning and weekend radio for 13-week period
beginning April 22. Drive will be centered in
ten northeastern markets.
IN GOOD HUMOR • Good Humor Corp. of
New York, Brooklyn, to kick off 1957 cam-
paign April 19 with one-week radio spot cam-
paign, follow it up May 6 with eight-week tv
spot drive, and add more radio as summer pro-
gresses. Initially drive will be placed in New
York, Detroit, Chicago and New Haven areas.
MacManus, John & Adams, N. Y., is agency.
TRYING ON SPOTS • Pharmaceuticals Inc.,
N. Y., (Zarumin) using radio spot announce-
ments for first time as test in half dozen major
markets. Ed Kletter Assoc., N. Y., is agency.
BAKER BUYS • Arnold Bakers, Port Chester,
N. Y., today (Monday) launching three-week
radio spot campaign in 20 northeast markets.
Agency: Charles W. Hoyt Adv., N. Y.
ONE MORE FOR ABC • Revlon Products Inc.
reported signed with ABC-TV as 52-week spon-
sor of new Guy Mitchell Show starting in fall.
Cosmetic firm has not decided which products
to advertise, but Emil Mogul Co., N. Y., prob-
ably will be billing agency.
CHEMSTRAND SALLIES BACK • Chem-
strand Corp., out of tv since last fall, purchasing
Sally, situation comedy film series with Joan
Caulfield for next fall. Chemstrand (Acrilan
synthetic fiber and nylon) handled by Doyle
Dane Bernbach, N. Y. No network yet signed,
but NBC-TV reportedly offering early Sunday
evening spot.
P&T TO GRANT • Grant Adv., N. Y., ex-
pected this week to announce appointment by
newly-expanded Park & Tilford toiletries and
cosmetics division. Park & Tilford formerly was
serviced by Emil Mogul Co., which had to re-
sign account after P&T made known plans to
enlarge its cosmetics line. Reason: conflict with
Mogul's Revlon accounts. P&T, which p'cks up
Masquerade Party on NBC-TV April 17 for
Tintex Dyes (through Mogul), also reported
scouting for weekly 30-minute show nexr sea-
SPORTS FOR VALCREAM • Chesebrough-
Pond's Inc.. N. Y. (Valcream). to sponsor five-
Continued on page 9
Broadcasting • Telecasting
April 8, 1957 • Page 7
The Meredith Stations Present:
Hottest TV Property
in 4 key cities accounting
for nearly 3 billion dollars
of U. S. retail sales
Feature films are altering the program pattern of TV, we need
hardly remind you! MGM Feature Films — the biggest and
best "package" in the feature field, are now an exclusive with
Meredith stations in 4 of the "class" markets in the U.S. — al
in the top 25%. Do your clients know about the opportunity
presented by this unusual combination? Availabilities going fast!
Get in touch with your Meredith representative as soon as
you can for details.
DOLLAR VOLUME
OF METROPOLITAN COUNTY
AREAS
Estimates,
1955. for TOTAL RETAIL SALES
RANK TOTAL
AREA AND STATE
IN GROUP RETAIL SALES
PERCENT
Total for United States
(260 Markets) . . .
$132,669,192,000
100.000%
Kansas City. Missouri .
15 1.360.225,000
1.025
51 525,567,000
.'396
55 502,402.000
.378
Syracuse, New York .
57 475.635.000
.358
$2, 863, 829.000*
2.158%
MEREDITH RADIO and TELEVISION STATIONS
affiliated with Better Homes and Gardens and Successful Farming magazines
Page 8 • April 8, 1957
Broadcasting • Telecasting
PEOPLE
at deadline
'LUCY', GLEASON LOSE SLOTS NEXT FALL
NETWORK tv's hardiest hit, / Love Lucy, will
not be back next fall in its half-hour form, and
Jackie Gleason's show also will be replaced,
CBS-TV officials confirmed at opening of con-
vention of their affiliates Friday in Chicago
(early story page 36).
Lucy, top-rated program for seven years on
CBS-TV, may be seen in six or eight hour-long
versions, but this still undetermined. One big
problem: where to put these special shows. Re-
runs of old Lucy shows may be carried, with
American Dairy Assn. as possible sponsor but
this still is in negotiation. Re-runs would not
appear during prime evening time where Lucy
is now.
Successor to Lucy in Monday 9-9:30 p.m.
EST spot still unknown, but Mr. Gleason will
give way to Perry Mason film show, Saturday,
8-9 p.m. Mason sponsorship not set yet. Mr.
Gleason, still under contract to CBS. may ap-
pear in half dozen or so hour-long shows. But
this also unset.
Storer's Miami Uhf Shuts Down;
Equipment Sold to WPST-TV
THREE-year-old ch. 23 WGBS-TV Miami,
George Storer's second uhf operation, closes
down end of this week, April 13 — with tower,
land, equipment and studio facilities sold to
newly-granted ch. 10 WPST-TV Miami, Na-
tional Airlines outlet. Announcement made
yesterday (Sunday). Understood price for all
real estate and equipment, including 980 ft.
tower, 31.5-acre transmitter site, in excess of
S500,000.
Storer bought then Fort Lauderdale outlet,
moved it to Miami in 1954. Station was pri-
mary NBC, but last summer affiliation went to
ch. 7 WCKT (TV) Miami, owned jointly by
Cox and Knight interests, with former NBC
President Niles Trammell holding balance of
interest. Ch. 4 WTVJ (TV) Miami is CBS.
WPST-TV purchase of ch. 23 facilities will
permit operation to begin in June, three months
earlier than planned, G. T. Baker, WPST-TV
president, said. Mr. Baker also announced ap-
pointment of Francis C. McCall, chief of NBC-
TV news and special events department, as gen-
eral manager of ch. 10 outlet. Mr. McCall,
former newspaperman, was head of NBC-Radio
news and special events before shifting to tv.
Storer also owns ch. 27 KPTV (TV) Port-
land, Ore., but option to purchase is held by
Detroit-Houston attorney-oilman George Hag-
garty who is also buying ch. 12 KLOR-TV that
city [B*T, March 18]. KPTV holds NBC affilia-
tion. Storer also owns five vhf stations, re-
cently acquired WPFH (TV) Wilmington, Del.,
and WIBG-AM-FM Philadelphia, selling his
WBRC-AM-TV Birmingham, Ala., to Radio
Cincinnati Inc. (WKRC stations). Storer-owned
WGBS Radio not included in Miami sale.
Meanwhile, East Coast Television Corp.,
one of unsuccessful applicants for Miami ch.
7, on Friday petitioned FCC to permit WCKT
to continue operation only under "trusteeship"
composed of all applicants in case. Last month
U. S. appeals court returned case to FCC on
ground Commission's 1956 grant to Cox-
Knight-Trammell interests failed to penalize
WCKT application for Mr. Trammell's con-
sulting contract with NBC.
Another old timer going off is Winky Dink,
to be replaced in Saturday 11-11:30 a.m. pe-
riod, effective May 4, by Susan's Show, chil-
dren's show.
Program changes, which also include plan
to fill Saturday 9:30-10 p.m. next fall with
Have Gun, Will Travel, film show, outlined by
Hubbell Robinson Jr., executive vice president
for network programs.
President Merle S. Jones told group that lack
of flexibility in program scheduling and sales
was a problem due to success. At start of selling
season for next fall, he said, CBS-TV had only
five evening half-hours available, compared
to 29 for ABC-TV and 22V2 for NBC-TV. Wil-
liam H. Hylan, vice president of sales admin-
istration, noted two competing advertisers —
Procter & Gamble and Lever Bros. — are back
to back Tuesday nights with Phil Silvers Show
at 8 p.m. (P&G alternating with Camels) and
Ann Sothern at 8:30 (Lever alternating with
Shaeffer).
Ampex Expects Color Tape
To Be Ready in 1 8 Months
AMPEX CORP. expects to complete prototype
of color video tape recorder in "about 18
months." with inclusion of slow tape speed of
15 inches per second in color models, company
announced Sunday in statement preceding
NARTB convention in Chicago. It noted that
"while Ampex has issued no assurance that
present machine will be convertible to color,
research is going on diligently."
Simultaneously, firm announced creation of
new professional products division for produc-
tion and sale of equipment for broadcasting
and professional recording industries, effective
May 1, selling direct from factory to customer.
On monochrome VTR, company claims "new
and improved" synchronization transference
methods which when incorporated into VR
1000 machines, control rollover in transition
from studio, film or network to tape, along
with reduction in effect of "dropouts" in tape,
often described as primary problem [B»T.
April 1].
Two Am Stations Sold
TWO radio station sales reported Friday.
KGKB Tyler, Tex. (250 w on 1490 kc) sold
by Lucille Lansing to Ron C. Litteral, former
commercial manager, WAFB-TV Baton Rouge.
La., for $150,000. Mrs. Lansing continues
ownership of KLTV (TV) Tyler. Broker:
Blackburn & Co. KTRC Santa Fe, N. M. (250
w on 1400 kc) sold by J. Gibbs Spring to Gar-
field C. Packard, former president-general man-
ager, KICA-AM-TV Clovis. N. M. for $50,-
000. Broker: Hamilton, Stubblefield. Twining
& Assoc.
NTA Net Increases 275%
NATIONAL Telefilm Assocs., New York, an-
nounced Friday that net income for six months
ended Jan. 31, 1957, amounted to $508,631 or
77 cents per share, said to be 275% over pre-
vious six month figure of $135,813 or 20 cents
per share. Exhibition contracts written by NTA
in six month period were $7,173,892 as com-
pared with $2,423,483 in same 1956 period.
FRANK A. HELTON, account supervisor,
Rtithrauff & Ryan, S. F., appointed a vice pres-
ident and manager of San Francisco office,
succeeding Ray Mount Rogers, who plans to
devote part of his time to private interests, but
who will also continue to serve R & R clients
as consultant.
ROBERT GALLAGHER, presentation writer
for CBS Radio Spot Sales, appointed sales
promotion manager for WCBS New York, ef-
fective April 15.
FCC Will Consider
Two Economic Protests
FCC Friday vacated its order of Wednesday
which denied economic protests against two
am grants [B»T, March 25] and set the pro-
tests for oral argument. FCC fortnight ago
stated policy of not considering economic pro-
tests [B«T, March 25]. Protestants are KIKI
Honolulu, against grant to Kaiser Hawaiian
Village Radio Inc. (KHVH there), and KAMC
Camden, against Southern Broadcasting Co.
(KCLH that city).
Honolulu argument scheduled April 22:
Camden date not set. Commission reversed
itself on grounds protestants entitled to oral
argument under Communications Act. It is
understood action is a procedural move.
RCA Announces New Gear
RCA plans to make initial announcement to-
day (Monday) at NARTB convention in Chi-
cago of another advancement in image orthi-
con tv camera development — superdynode de-
sign 5820 (black and white) and 6474 (color).
RCA claims new-type camera tube "improves
picture quality, simplifies camera chain opera-
tions and lengthens life of tube."
Two Submit Tv Bids
APPLICATIONS for new tv stations filed at
FCC Friday:
WGNI Wilmington, N. C, asked ch. 3 there.
Majority of applicant owned by brothers J. S.
and Leo Brody. who have individual interests
in WFIG Sumter, S. C, and WLPM Suffolk.
Va., respectively.
Greater Toledo Educational Tv Foundation
Inc. applied for educational ch. 30 Toledo.
Ohio. Toledo U. President Asa S. Knowles
also heads the foundation.
SSC&B Revises Spot Forms
SULLIVAN, Stauffer, Colwell & Bayles, New
York, to eliminate paper work, is doing away
with regular contracts for spot campaigns, and
instead for reps and stations will use insertion
form or "broadcast order form" on back of
which is printed regular Four A's facility con-
tract. Method is similar to that William Esty
Co. installed recently.
• BUSINESS BRIEFLY
Continued from page 7
minute sports-news program, three days a week.
7-7:05 p.m. on CBS Radio. Contract through
Compton Adv.. N. Y., is expected to start in
late spring.
'LIFE' LOOKING • Life Magazine, regular
spot advertiser in television, understood to be
looking for a network show through Young &
Rubicam. N. Y.
WANTS ANOTHER • Philip Morris. N. Y..
(cigarettes) sponsor of new Mike Wallace show
on ABC-TV. understood to be looking for an-
other network show and is negotiating with
all three networks through N. W. Aver & Son,
N. Y.
Broadcasting • Telecasting
April 8. 1957 • Page 9
the week in brief
$26 MILLION IN STATIONS SOLD
WDAF-AM-TV on market for $10
million; WBRC-AM-TV, $6.3 million;
KCOP (TV), $4 million; WDBO-AM-
TV, $4 million 31
NARTB CONVENTION UNDERWAY
More than 4,000 gather in Chicago
for 35th annual sessions . 33
What's doing and where at the con-
vention 34-35
STANTON APPRAISES REGULATION
Tells affiliates that networks, cause of
free broadcasting have progressed on
government front in past year. Still
work to be done, he warns 36
MORSE WARNS DAYTIMERS
Federal procrastination, retention of
status quo will 'work to detriment of
small fellow'. Refers to FCC inaction
on hour-extension plea 39
FTC-CITED SPONSORS WARY
Whitehall, Block Drug, Mentholatum
cautious as they prepare answers.
NBC-TV denies FTC-FCC influenced
two other unidentified cancellations 40
LOEWS TO SET FILM POLICY
Problems on sales negotiations for tv
film library to be ironed out in Chi-
cago. Action stems from federal
'blockbooking' charges fortnight ago.
52
HOW RAB BRIEFS ITS SALESMAN
Four-point training program has ac-
count executives working in day-to-
day operation of advertisers 64
KRLD-TV SEEKS WIRE TOLL TV
Dallas outlet asks city council for
permission for lines, is first tv entity
to move toward wired subscription tv
field. FCC postpones second pay-tv
session 68
NO SEIZURE OF RADIO-TV
Civil Defense's Peterson says such
move in emergency would undermine
public morale. Conelrad revamping
under study 70
GE SCORES SCHENECTADY SHIFT
More stations protest deintermixture .
AMST hits KTVI (TV) temporary use
of ch. 2 74
NBC RADIO HELPS AFFILIATES
New four-pronged service bolsters
affiliates' programming and sales ef-
forts on local level 82
REPORT: 10 YEARS OF FM
A special B*T study analyzes the
medium's decade, takes a look at the
prospects ahead 116
HOW A UHF PROFITS
WWLP (TV) Springfield, Mass., opens
its books to show why the u is in the
black 134
BOWLING TV MARKS
Keglers and television combine for
one of the medium's better success
stories 141
WHAT BRANDS USED SPOT TV
TvB breaks down the $397.6 million
expenditure in 1956 for spot tv, list-
ing the specific brands and amounts
spent. Given are analyses of all firms
spending more than $20,000 162
departments
Advertisers & Agencies 40
At Deadline 7
Awards 147
Closed Circuit 5
Colorcasting 156
Editorial 186
Education 146
Film 52
For the Record 153
Government 70
In Public Interest ... 24
In Review 14
International 149
Lead Story 31
Networks 82
On All Accounts 22
Open Mike 18
Our Respects 26
Program Services 68
Ratings 154
Stations 98
Trade Assns 62
Upcoming 162
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash
Secretary
T. Taishoff
Treasurer
Irving C. Miller
Comptroller
sag
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BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 10 • April 8, 1957
Broadcasting • Telecasting
WFRV-TV's
latest TV-Homes count
Authority: Television Magazine, March 1957
But, that's just one of the big figures
which make WFRV-TV's expanded coverage
one of the best of the better markets.
1,000,000 People
in our big circle. About one-third of the population of Wisconsin.
$1,000,000,000 Retail Sales
$250,000,000 Food Sales
$22,500,000 Drug Store Sales
Maximum power... New tower
. . . 1165 feet above average terrain. Highest
antenna in 5 state area, and more and more
reasons for tuning this station more often, and
more regularly, deliver this Eastern one-third
of Wisconsin at low cost.
HEADLEY-REED TV has facts and
figures. A startling story of this
highly industrialized, thickly pop-
ulated, far-above-average market.
Soren F. Munkhof, Exec. V.P., Gen'l. Mgr
Broadcasting • Telecasting
April 8, 1957 • Page
4... take
in Chicago
Chicagoland viewers have a station habit. It's WBBM-TV . . .
Channel 2... leader in audience preference, in viewer loyalty.
An example of this habit occurred recently as President Eisenhower
reported to Congress on the Middle East crisis. Chicago's three network stations
carried this special telecast, simultaneously. Yet three
out of every four viewers (71.3%) watched it on Channel 2 ... WBBM-TV.
Daytime, nighttime, weeklong — more sets are tuned to
Channel 2 than any other. It's an old Chicagoland viewing habit. One that's
sparked by Showmanship ... the kind that turns your advertising into
Salesmanship. The kind you find only on
0
0
WBBM-TV Channel 2
CHICAGO'S SHOWMANSHIP STATION
Represented by CBS Television Spot Sales
CBS Owned
Source: ARB of Chicago
Just in I
Seattle • San Diego
San Francisco
OUTRATES ALL
COMPETITION
FIRST RATED
TELECASTS
22.3 KING, Pulse 2/6/57
23.5 KFMB, Pulse 2/6/57
16A KPIX, Videodex 2/5/57
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
tPage 14 * April 8, 1957
IN REVIEW
CINDERELLA
"CINDERELLA" had everything — except
a sense of humor. Richard Rodgers' score
was fresh, original and easily remembered.
The color was dazzling; the costuming sump-
tuous; the trappings lush; the orchestra
full-bodied, and the cast — with the excep-
tion of "newcomer" Jon Cypher, whose
prince was more wooden than charming —
was generally superb.
The pedestrian trouble was with Oscar
Hammerstein's book. Tv's "Cinderella"
couldn't seem to make up its mind whether
it was a 300-year-old fairy tale or a 90-
minute avant-garde drama; the idea, for
example, of having the fairy godmother
behave as if she had just stepped out of
Patrick Dennis' "Auntie Mame" (cigarette
holder, decolletage and all) was an in-
congruous contrast with the rest of the en-
actments.
It was the lithe and lightsome Julie An-
drews who saved this spectacular from tot-
tering over the brink of tedium. If Rodgers &
Hammerstein take "Cinderella" to the legiti-
mate stage, with CBS underwriting the
cost, they had better wait until Miss An-
drews has ended her revels in "My Fair
Lady." Without her, the pumpkin would
stay a pumpkin.
Production costs: $450,000-$500,000
Sponsored by Shulton, Inc., through the
Wesley Assoc., and Pepsi-Cola Co.
through Kenyon & Eckhardt, both N. Y.,
on CBS-TV, Sunday, March 31, 8-9:30
p.m., EDT.
Producer: Richard Lewine; director: Ralph
Nelson; sets & costumes: William and
Jean Eckhart; books and lyrics: Oscar
Hammerstein II; music: Richard Rodgers;
orchestration: Robert Russell Bennett;
conductor: Alfredo Antonini.
Cast: Julie Andrews, Howard Lindsay, Doro-
thy Stickney, Ilka Chase, Kaye Ballard,
Alice Ghostley, Edith Adams and 43
others.
MARGE & GOWER CHAMPION
SHOW
GOWER CHAMPION, male half of the
celebrated dance team, got out of a wheel-
chair too late to save the premiere of the
Marge & Gower Champion Show. The best
thing about the program, which will alter-
nate with The Jack Benny Show on CBS-TV
Sundays was, as may have been anticipated,
Jack Benny — but only by comparison.
Despite the talents of Mr. Benny and
Dan Dailey as guest stars, the stanza was
stranded between situation and musical
comedy.
In the first show, Gower suffers a frac-
tured toe (three weeks prior to the show he
incurred the same injury in an actual auto
accident) and a mental block that could
affect his future dancing. Marge and others
resort to debatable means of freeing him
from depression throughout the skit. This
is attempted partly by Buddy Rich, with
song and dance bits which seemed leftovers
from an unsuccessful Broadway stage ve-
hicle. When this fails, Marge puts in hur-
ried phone calls to Messrs. Benny and Dai-
ley, the latter to perform a routine and
arouse Gower's jealousy to the point of I
wanting to rise and dance.
Mr. Dailey doesn't dance at all, despite
his opening crack to Gower ("what better
way to help a man when he's flat on his
back than to work with his wife") and Mr.
Benny is only mildly humorous. There is \
a solo dance bit by Marge and a consoling
song by Jack Whiting before the climax
when Gower gets out of his wheelchair to
hoof it. But it seemed to be too little, too
late.
Writers Joe Connelly and Robert Mosher
have done better as witness their sprightly
dialogue for CBS Radio's Amos 'n' Andy.
It may be that Mr. Gower's real-life ac-
cident prompted a too-fast script chore.
CBS-TV promised a flexible format, in-
cluding shows with guest stars and "just a
sprinkling of the dancing that made the
Champions famous." They certainly are
worthy of fresher material to show why they
are champions.
Sponsored by American Tobacco Co. (Hit
Parade Cigarettes), through BBDO, on
CBS-TV, Sun., March 31, 7:30-8 p.m.
EST.
Producer: Paul Harrison; director: James
Sheldon; writers: Joe Connolly, Robert
Mosher; music director: Dick Pribor; art
director: Art Tyler Lee; packaged by
J & M Productions.
Cast: Marge and Gower Champion, with
guest stars Jack Benny, Dan Dailey, Jack
Whiting and Buddy Rich.
THE GREAT SEBASTIANS
TWO old pros turned up on the tv boards
last week to show a thing or two to any
johnny-come-lately who might be watching.
With charm and deftness, Alfred Lunt
and Lynn Fontanne turned Producers' Show-
case into a showcase for their talents, and
turned their Broadway production of "The
Great Sebastians" into a delightful 90
minutes.
In the story of a mind-reading team
caught behind the Iron Curtain, Lunt and
Fontanne cajoled their way out of Com-
munist hands by using all the artifice they
had been employing for years in their some-
what specious mind-reading act.
As a portrayal of two deceivers whose
deceit pays off, the play is actually a frothy
bit of nonsense. But Messrs. Lindsay and
Crouse knew what they were about when
they originally wrote it as a vehicle for the
Lunts. And never have two authors had
any better support.
The Lunts had a wonderful time of it,
playing to the hilt scenes showing backstage
bickering, or the Sebastians constantly
"playing to the crowd" even when their
danger is real. When a showdown with the
Communists is at hand, and the two face
them honestly and with courage, the Lunts
handled the switch to seriousness with ease.
A fine supporting cast included Akim
Tamiroff as a blustering general.
The whole production was a welcome re-
lief from the current spate of neurotic
Broadcasting • Telecasting
Ponder this!
Radio Baltimore
WCAO
has:
i
i
i
i
i
«
t
823.33% more audience* than Stat
48.92% more audience* than S+at
1054.16% more audience* than S+at
1104.34% more audience* than S+at
714.70% more audience* than Stat
118.11% more audience* than Stat
77.56% more audience* than Stat
191.57% more audience* than S+at
489.36% more audience* than S+at
765.72% more audience* than S+at
on A
on B
on C
on D
on E
on F
on G
on H
on I
on J
Source: January thru March, 1957, Hooper
Radio Index.
Total rated time periods.
Just released:
March, 1957 Hooper Business
Establishment Survey shows
WCAO FIRST!
with from 1 73% to 959% more
listeners than other Baltimore Stations
Keep your other eye on these
Plough, Inc. Stations:
Radio Memphis
WMPS
Radio Boston
WCOP
Radio Chicago
WJJD
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
Broadcasting • Telecasting
April 8, 1957 • Page 15
Albert McLaughlin
KPTV
Portland, Oregon
Percy Hearle
WAGA-Radio-TV
Atlanta, Ga.
Lola Montez
WBRC-Radio-TV
Birmingham, Ala.
COMMUNITY PROJECTS
An integrated public service year-round activity
based on specific community needs judged to be most
important by the consensus of a carefully-selected
cross section of local citizens
Elizabeth Wagner Edward W. Pollock
WSPD-Radio-TV WWVA
Toledo, Ohio Wheeling, W. Va.
Don Butler George Cushing Maggi Wulff
WGBS-Radio-TV WJBK-Radio-TV WJW-Radio-TV
Miomi, Florida Detroit, Mich. Cleveland, Ohio
Storer stations are heal stations — and their public seriice begins at home.
To make sure that each station effectively serves the particular needs of
its community, the men and women shown here coordinate projects which
representative religious, educational, business and civic leaders have
deemed most important to the community. During the past year projects
have ranged from a strong, continuing drive for highway safety to a
unique '"Junior Citizens'' organization for young people.
The joint radio-television campaign in behalf of each project is
created with the same care given commercial accounts.
STORER BROADCASTING COMPANY
WSPD-TV WJW-TV WJBK-TV WAGA-TV WBRC-TV KPTV WGBS-TV
Toledo, Ohio Cleveland, Ohio Detroit, Mich. Atlanta, Gc, Birmingham, Ala. Fcrtland, Ore. Miami, Flo.
WSPD WJW WJBK WAGA WBRC WWVA WGBS
Toledo, Ohio Cleveland, Ohio Detroit, Mich. Atlantc, Gc. Birmingham, Ala. Wheeling, W. Va. Miami, Fl a.
NEW YORK— 625 Madison Avenue, New York 22
SALES OFFICES CHICAGO — 230 N. Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — 111 Sutler Street, Son Francisco, Sutter 1-8689
A
WVET
Has
Rochester
by the
IN REVIEW
MELODIOUS MUSIC
TOPFLIGHT HOURLY NEWS
ABC NETWORK FEATURES
. . . that's how we win and hold the
"buying-est" audience in the rich
Rochester-Western New York market.
GET FACTS AND FIGURES
ON "PREFERRED PROGRAMMING"
FOR YOUR ADVERTISING
5000 WATTS
1280 KC
drama. For the producers, it must have been
a pleasure to relax and just focus the cameras
on all that talent.
Estimated production costs: $200,000.
Sponsored by RCA and Whirlpool-Seeger
Corp., both through Kenyon & Eckhardt;
John Hancock Mutual Life Ins. Co.,
through McCann Erickson, on NBC-TV
April 1 8-9:30 p.m., EST on Producers'
Showcase series
Authors: Howard Lindsay and Russel
Crouse (who adapted their own play)
Executive producer: Mort Abrahams; di-
rector: Franklin Schaffner; associate pro-
ducer: Leo Davis; associate director:
Dean Whitmore; NBC program super-
visor: Joseph CunnefJ; production super-
visor: Shelley Hull; set designer: Trew
Hocker; music director: George Bassman.
THE SPIKE JONES SHOW
THE mad maestro is now in mufti — no
more crazy checked suits with five-foot
shoulders. And he plays some of his music
straight, delightfully so. But the magnificent
Jones face happily is the same. And the
music of "the band that plays for fun" is as
much fun as ever to hear and see.
The new show is more moderate in tone.
Comic numbers alternate with mood songs
by Helen Grayco, with guests such as
Gordon MacRae, or with — and this was the
triumph of the opening program — a quartet
of pianos in "18th Century Drawing Room."
Finger work and camera work both were
striking here. The sequence opened on a
beautiful blond pianist and the other three
joined her one by one, their pianos in a
straight line down the screen. Last to chime
in was comic Mousie Garner who usually
plays like a lovable maniac.
It's nice to know the boys and girls con-
sider their work "fun," and they succeed in
conveying that spirit to the viewer. The
"Live Modern" period-piece commercials
of L&M are fun too.
Estimated production cost: $35,000
Sponsored by Liggett & Myers (L&M ciga-
rettes), through Dancer-Fitzgerald-Sam-
ple, on CBS-TV Tues., 10:30-11 p.m.
EST.
Producers: Tom Waldman and Dik Darley;
director; Dik Darley; writer Tom Wald-
man.
BOOKS
VIVA MADISON AVENUE, by George
Panetta, Harcourt, Bruce & Co., 383
Madison Ave., New York, 250 pp. $3.95.
GEORGE PANETTA, a copywriter at
Young & Rubicam, has written a validly
funny book of sweaty charm that tells few
lies in its racy pursuit of a particular truth.
"Viva Madison Avenue" is the adventure
story of two Mulberry Street quixotes —
Caruso and Caputo — in the court of the
"Anglo-Saxons" of the Advertising Persua-
sion. Crushed but inconquerable and curi-
ously in love with the mills of wind they
tilt against, the pair play out a libretto that
is, in its gamy-lovely way, as subversive
as an unhappy ending and as American as
a dirty sock. George Panetta is no "copy"
writer; he is an original.
OPEN MIKE
Likes The Texan Way
editor:
Thank you for reprints of your article
on Texas [Texas Market Study, July 23,
1956]. If you will permit me to borrow a
superlative from the article, "pardon the
superlative" but this is a terrific job.
As a matter of fact, I have marked a
number of paragraphs and sent the article
along to my good friend, Charles P. Taft,
mayor of Cincinnati. Cities like Cincinnati
can certainly learn some things from these
newer Texas cities which are starting afresh
and very much on the muscle.
James M. Nelson
Vice President
The Ralph H. Jones Co., Adv.
Cincinnati
Cheesecake & a 'Charlotte-Ruse'
editor:
You recall in B»T Feb. 25 the cartoon
regarding Aunt Fannie's Kitchen Show with
studio directors remonstrating: "No. Fannie!
That's not the kind of cheesecake meant!"
It so impressed Howard O. Peterson
(general manager) that he showed it to our
Kansas Kitchen hostess, Charlotte Briscoe,
and suggested she bake a special B«T cheese-
cake. She did. The response for recipes was
terrific.
At any rate, Pete (center), Charlotte and
I reenacted the cartoon, but with a reverse
twist. We liked the reaction to the cheese-
cake— recipe, that is — and were telling
Charlotte so when this was taken.
M. Dale Larsen
Promotion Director
KTVH (TV) Wichita, Kan.
Actress' Eye on Business Side
editor:
Sometime in 1956 you published an
article on how to start a radio station. My
husband loaned it to others and ... in the
course of this friendly circulation, the piece
has been misplaced. I would be grateful if
another copy could be sent.
I share my husband's enthusiasm for your
exceptional publication. I think it must be as
invaluable to me as an actress as it is to
those associated with all the other fields
and aspects of television and radio.
Betty Nelson,
Beverly Hills, Calif.
[Editor's Note: Reprint of the article "Madison
Ave. to Main Street" [B»T, May 14, 1956] is en-
route].
Page 18 • April 8, 1957
Broadcasting
Telecasting
and now...Faron Young!
in the
s
E
S
A
C
Transcribed
Library
these inspired selections by
Faron Young backed by the
Anita Kerr Singers are now
available in the Sesac Tran-
scribed Library
"I'll Fly Away"*
"Suppertime"
"How Long Has It Been"*
"Overshadowed"
"Mansion Over the Hilltop"*
"Travelling On"
"Shrine of St. Cecilia"*
"Beautiful Garden of Prayer"
"What Can He Do"
"Now I Belong to Jesus"
"The Beautiful City"
"I Know Who Holds Tomor-
row"
"The Love of God"
"All the Way"
"I'm Climbing Up the Moun-
tain"
"I Won't Have to Cross
Jordan Alone"
"He Knows Just What I
Need"
"My Home Sweet Home"
"Hide Me Rock of Ages"
"Peace Like a River"
4k
SF\ Faron Young, an exclusive Capitol Records artist, can be heard singing these Sesac
selections on a soon to be released Capitol album, as well as on Capitol's single recording
#3696 of the "Shrine of Saint Cecilia" — all from the Sesac repertory.
SEE
during the NARTB Convention, April 7-11,1 957
Suite Numbers 524A-526A — The Conrad Hilton Hotel, Chicago
ATTENTION: Program Managers, Program Directors, Music Librarians and Dee Jays, if you
haven't received "and now — Faron Young," Sesac's free album of audition material, stop in
for your disc during the NARTB Convention. If unable to attend, write us for your disc directly.
SESAC
The Coliseum Tower
10 Columbus Circle
New York 19, N. Y.
Broadcasting
Telecasting
April 8, 1957 • Page 19
Portrait of
the American
Family
C5r
here's a measure of egghead in most of us. As a nation we seek knowledge.
And we make heroes out of our best knowers— like Charles Van Doren.
For the first time, a television network has worked out a way to serve the
direct interests of knowledge-seekers. NBC, in cooperation with the Educational
Television and Radio Center of Ann Arbor, now televises live programming ex-
pressly for the nation's educational channels. Programs on American literature,
music, mathematics, government and world geography are being specially pro-
duced—on a scale that would not be possible for individual educational channels.
Jack Gould of The New York Times says of this unprecedented development:
"...A major network and the education world are learning to work in harness...
A significant gain..." Dr. Herman Wells, President of the University of Indiana,
calls it " . . . one of the boldest and most forward steps yet taken by television
on behalf of our schools and colleges. I salute NBC for this fine public service."
Throughout the year the NBC network schedule is also studded with a wide
range of informational, cultural and inspirational programs. . .like the Project 20
Events, The NBC Opera Company, Wide, Wide World, Meet the Press, Frontiers
of Faith, Youth Wa n ts to Kno w, Mr. Wizard and Zoo Pa rade.
This type of programming is the result, in large measure, of the advertiser sup-
port given NBC for its top-rated daytime line-up and its evening commercial hits.
NBC Television Network
FOR YOUR ALBUM OF ALL TIME FAVORITE SALES B
5000 Watts Daytime
5000 Walls Full Time
950 KC
Indianapolis, Ind.
From Dawn to Dusk. WXLW sere-
nades Indianapolis and surround-
ing area of 100 miles with music
and up-to-the minute news. "Day
In, Day Out"— All Day, Every
Day this high income, rapidly
growing market is "hep" to
WXLW . . . and your sales mes-
sage. Spin a "commercial" platter
and poll your results ... a real hit !
1460 KC
Dcs Moines, Ioica
In Iowa, it's KSO, the most power-
ful independent! Programming
always popular music, news and
sports, KSO holds its listeners' at-
tention and puts them "In the
Mood" for your sales message. Fi-
nancially capable buyers will re-
spond. Give KSO a spin — your
response will show a "hit"!
Get the Facts from Your JOHN E. PEARSON Representative
ON ALL
ACCOUNTS
Robert D. Colburn
A RADIO-TV department is a "necessity"
for the medium-sized agency intent on
serving the highly-accelerated farm and in-
dustrial expansion in the "new Midwest,"
Robert D. Colburn, radio-tv director of
W. D. Lyon Co., believes.
"In almost every instance," he points out,
"the requirements of growing Midwest busi-
ness and manufacturing are too large for
the smaller agencies and too small for the
'giants.' Agencies geared for these expand-
ing manufacturers are providing the greatest
service."
Mr. Colburn seems highly qualified to
help the Lyon agency provide just such serv-
ice, handling several key regional and local
accounts, which use radio and/ or tv, out of
Lyon's Sioux City office. His background
runs the gamut of radio-tv station and agency
experience.
From speech, English and debate in col-
lege to a media career — that's the path
traveled by Bob Colburn, a native of St.
Paul, Minn., where he was born on June 28,
1926. He attended several grade schools
and Roosevelt High in Minneapolis before
joining the Navy in 1944 to become a petty
officer third class in gun fire control.
IN 1946 young Colburn attended Gustavus
Adolphus College in St. Paul, majoring in
speech, English, debate and dramatics and
courting the former Dorothy Anderson,
whom he married. After being graduated
in 1950 he joined KSUM Fairmont, Minn.,
in the summer of 1951 becoming active in
sales and serving as program director. When
WTCN-TV Minneapolis began operation in
September 1953, he was appointed produc-
tion manager and helped coordinate sales,
and write and direct programs.
Mr. Colburn switched to the agency field
in 1954, becoming radio-tv director of
Amundson-Bolstein Inc., Sioux City. In mid-
1956 he moved into a similar position at
W. D. Lyon Co., which headquarters in
Cedar Rapids. Among accounts handled by
Mr. Colburn are Hometown Dairies (both
radio and tv), Iowa Dairy Industry Com-
mission (both), Kent Feeds (both), United-
Hagie Hybrids Inc. (national account using
radio), Whink Products Inc. (radio), Ames
In-Cross Inc. (radio-tv), Kay-Dee Mineral
Blocks (both), the Council Oak Stores
Chain (both), and Wells Blue Bunny Co. Ice
Cream (both). Lyon agency also handles the
Cowles Broadcasting Co. and Collins Radio
accounts. Among its more notable client
success stories is that of Kent Feeds with
western music shows on both radio and tele-
vision.
Mr. Colburn enjoys golf and handball and
belongs to the Sioux City Advertising Club.
The Colburns have two children — Timothy
5 and Kimberly 3 — and live in Sioux City.
Page 22 • April 8, 1957
Broadcasting • Telecasting
Your Key to Greater Sales In The Great Michigan Market!
W K M HI . . . key station for
Detroit Tiger Baseball !
NIGHT AND DAY
HOME OR AWAY
Michigan's Biggest Sports
Feature on all
4 Knorr Stations
WKMH
Dearborn
Detroit
5000 WATTS
FRED A. KNORR, Pres. JOHN CARROLL, Mg. Director
Represented by Headley-Reed
KNORR
ROADCASTING
Eroadcasting • Telecasting
April 8, 1957 • Page
IN THE PUBLIC INTEREST
Educational Kits Sent to Stations
THE Advertising Council, New York, an-
nounced that radio and television kits have
been sent to stations and networks for "The
Higher Education Campaign" which is run-
ning this month in cooperation with the
council for financial aid to education. The
campaign is designed to raise funds for col-
leges and universities from the public, busi-
ness, alumni, labor and religious institutions.
Materials for the campaign were created by
N. W. Ayer & Son, voluntary agency on the
project.
Tv Mention Brings Quick Action
WHEN Chuck Zink of WTVJ (TV) Miami,
Fla., mentioned on his children's show that
the television sets at the National Children's
Cardiac Hospital needed repairs, 20 phone
calls were received within an hour. By that
evening, the seven sets were repaired.
WRCV-AM-TV Boosts Shots
IN LINE with a policy of devoting one week
a month to a community project, WRCV-
AM-TV Philadelphia last month devoted
their facilities to promoting Salk vaccina-
tions for the 20-40 age group. The stations
distributed literature, set up stations for ad-
ministering shots, and devoted WRCV-TV's
Human Body program to a report on the
vaccine. On the program the stations were
cited by the county medical society for their
efforts.
Request Filled by WBT
WHEN a note was received from an invalid
asking if any listener had an extra radio he
could spare, WBT Charlotte, N. C, re-
sponded immediately. A request aired on
the Fletcher Austin show brought a dozen
phone calls, and the station delivered the
radio the same day.
RECORDED copies of radio and filmed
documentaries of the great 1937
Louisville, Ky., flood made last month
by WHAS-AM-TV that city were
presented to the Filson Club, an or-
ganization for collecting, preserving
and publishing historical material es-
pecially about Kentucky, and to the
Louisville Public Library. William
Small (r), WHAS news director, pre-
sents a tape of the radio documentary
to Miss Mary Verhoeff, Filson Club
vice president, and a copy of the
filmed tv documentary to Clarence
Graham, Louisville library director.
SUMMERTIME IS
EXTRA LISTENING TIME
THE VISUAL ABOVE is one of a series comprising "Spot Radio
— 1957"; a concise 20-minute slide presentation marshaling basic
media facts around which outstandingly successful sales-strategy
has been planned. This study has already aroused the enthusiasm
of key marketing men in America's advertising centers. If the
executives who shape your advertising plans have not yet seen it,
ask your Blair man to arrange for a showing soon.
Photos by Ewing Gallow
Page 24 • April 8, 1957
Broadcasting • Telecasting
XTRA soiling- power in gutntner
and these major-market stations have developed
program-services that increase summer listening
It's wise to make summer plans early. Espe-
cially if you're an advertiser.
In summer, many media decline in effective-
ness. Yet Spot Radio gains strength.
Wherever they ARE Americans want radio.
In the past ten years, they have proved that
point by purchasing 139,174,000 radio sets.
Wherever they GO Americans want radio.
Proof: Out of those millions of sets, 66,959,000
are mobile radios — either auto-sets or portable
sets. Result: Today most families have one or
more radios that go wherever the family goes.
Summer plans depend on weather. And
Spot Radio (another name for Local Radio)
keeps listeners weather-wise.
Summer plans include travel. Road condi-
tions must be checked. Spot Radio provides
accurate information on roads and traffic.
This vital on-the-spot service is the exclusive
province of Spot Radio. No other medium can
match its up-to-the-minute timeliness.
The unique way in which Spot Radio serves
America is no accident. In the years when
television changed listening habits, certain
major-market stations were studying listener-
service minutely. Out of these studies came
local-interest programming — the solid founda-
tion of radio's strength and vitality today.
Over forty stations in these major markets
are represented by John Blair & Company —
by far the strongest group of stations and
markets served by one representative firm.
So, in planning your media strategy for the
months ahead, the man to see is your John
Blair man. In many of your most important
markets, his station can best help you take
full advantage of Spot Radio's sales effective-
ness in summer-time — or any time.
JOHN BLAIR & COMPANY
OFFICES :
NEW YORK
ATLANTA
CHICAGO
DALLAS
BOSTON
LOS ANGELES
DETROIT
SAN FRANCISCO
ST. LOUIS
SEATTLE
Exclusive National Representatives for
New York WABC
Chicago WLS
Philadelphia WFIL
Detroit WXYZ
3oston WHDH
San Francisco KGO
Pittsburgh WWSW
St. Louis KXOK
Washington WWDC
Baltimore WFBR
Dallas-Ft. Worth KLIF-KFJZ
Minneapolis-St. Paul. . . WDGY
Providence WPRO
Seattle KING
Houston KTRH
Cincinnati WCPO
Kansas City WHB
Miami WQAM
New Orleans WDSU
Portland, Ore KGW
Louisville WKLO
Indianapolis . WIBC
Birmingham WAPI
Columbus WBNS
San Antonio KTSA
Tampa WFLA
Albany-Schenectady-
Troy WTRY
Memphis WMC
Phoenix KOY
Omaha WOW
Jacksonville WJAX
Knoxville WNOX
Wheeling WWVA
Nashville WSM
Binghamton WNBF
Fresno KFRE
Wichita KFH
Tulsa KRMG
Orlando WDBO
Savannah WSAV
Wichita Falls-
Amarillo KWFT-KLYN
Bismarck KFYR
Broadcasting • Telecasting
April 8, 1957 • Page 25
Now Nielsen's NCS#2 Con-
firms Individual City Ratings:
Only
STATIONS
are POWERFUL enough
and POPULAR enough
to cover
ALL 3 MAJOR MARKETS
of Southern California . . .
LOS ANGELES,
SAN DIEGO#
SAN BERNARDINO.
Of this top trio
KBIG is
V the only independent
V the least expensive
V second in cost-
per-thousand
V third in total audience
in Los Angeles, San
Diego, Orange, San
Bernardino and
Riverside counties.
Any KBIG or Weed man would like
to show you the documents.
JOHN POOLE BROADCASTING CO.
eS40 Sunset Blvd.. Los Angeles 28, California
Teltphtne: MOIIywacd 3-3SCS
Not. Rep. WEED and Company
OUR RESPECTS
to Norman Earl Cash
T OOKING at him and listening to him talk, one would never think — indeed, it
sounds silly to say — that Pete Cash once had the job of clearing time for pro-
grams that were (1) entirely sustaining and (2) on radio.
For Pete Cash yields to no man in his earnest advocacy of commercial television
as the force which, more than any other advertising medium, keeps the goods mov-
ing, sparks the national economy, and, to the extent that they are necessary at all,
pays for the sustainers.
As the president of the Television Bureau of Advertising he is paid to think and
preach television. But there is no trace of paid evangelism about him when he says,
as he does to advertisers and agencies countless times each week, that "there is no
escaping the fact — television in 1957 is THE basic medium. All others just have to
be secondary."
At the slip of a slide rule he will cite statistics to prove his point: In terms of
advertising investment (over $1.2 billion in 1956), audience (36,350,000 homes
per day), amount of time spent (6 hours 4 minutes of viewing per day per tv home
as of January, 1957), or sales effectiveness (seemingly endless success stories of ad-
vertisers who doubled, tripled, quadrupled their sales via tv) — any way you look at
it, television tops all the rest.
To paraphrase the title of a popular Broadway play, as TvB does in one of its
basic presentations, Pete Cash regards television as " 'A Most Welcome Fella' —
welcome to advertisers and welcome to consumers."
Norman Earl (Pete) Cash — the origin of the "Pete" is lost in such antiquity as
can develop in 38 years — was born July 22, 1918, in Hartsdale, N. Y., but grew up
in New York City. His parents were William F., now deceased, and Elsa Cash.
While a student at New York U., he also was "on Wall Street" — from runner to
junior customer's man. In his spare time he was a director of the Fort Hill Players,
a Little Theater group which indirectly led him into broadcasting. His work with
the Players caught the eye of an NBC salesman who, in 1939, enticed him to aban-
don Wall Street, where he was making $28 a week, to become an NBC page at $16
(a lot of Wall Street men had come down farther, in those days).
After eight months as a page he moved into program production, but not, he is
pleased to recall, until after he had "discovered" a young singer named Gordon
MacRae among the Fort Hill Players and had succeeded in luring him into the ranks
of NBC pages.
'"PHEN World War II intervened, and between 1941 and 1945 he "inspected for-
* eign scenery" and picked up, in Italy, a battlefield commission, a purple heart for
wounds received in battle, and a Silver Star for gallantry.
In 1945 he rejoined NBC as a salesman with the radio recording division, then
switched to station relations when radio recording was made an operation of RCA.
In station relations, about 1947, he won the assignment that seems so out of char-
acter today: He was put in charge of clearing sustaining programs for the NBC ra-
dio network. He survived this ignominy, however, and in 1950 was made director
of station relations for NBC.
In November 1951 he left to join WLW Cincinnati as assistant general sales man-
ager. His salesmanship not only raised him to general sales manager three months
later but also, in time, brought other offers. In the fall of 1953 he moved to ABC
as assistant sales manager and subsequently eastern sales manager for the radio net-
work, the post he gave up to become station relations director for TvB when the
bureau opened in January 1955.
He was stepped up to vice president in November 1955 and took over as president
when Oliver Treyz left that post to return to ABC last October. During his steward-
ship as station relations chief TvB's membership grew to 197, and now has reached
the 239 mark.
Mr. Cash was married Sept. 12, 1942, to Jane Macdonald. They live in Scarsdale,
N. Y., where he enjoys his No. 1 hobby — his family — and occasionally sneaks in a
round of golf. The little Cashes are Camilla Jane, Deborah Ann, and Jeffrey Mac-
donald. On rare occasions he is able to combine his No. 1 and 2 pasttimes by taking
the family fishing at Cape Cod.
Mr. Cash is on the board of directors of Advertising Federation of America and
a member of Television Pioneers, the Radio & Television Executives Society, and
an organization called the Columbia County Assn. in New York, for which he is
eligible through ownership of a farm in that upstate New York county.
Page 26 • April 8, 1957
Broadcasting • Telecasting
NEW!
FROM
ziv
A Famous property !
The Famous Star
Dramatic Impact
SEE
NEXT
PAGE
.«tsss&
SUSPENSE!
Adventures of
Starring
WILLIAM
GAR6AN
to the viewing
public he IS Martin Kane!
MARTIN KANE'S CREDO:
"I WORK WITH THE POLICE
-NOT AGAINST THEM!"
Side by side with Scotland Yard, the
French Surete, the police of all the Con-
tinent, this resourceful American Private
Investigator pursues law-breakers all
over the continent.
r
FILMED
Double-cross in
AMSTERDAM!
IN COLORFUL FOREIGN COUNTRIES!
Suspense in
LONDON !
Mystery in
PARIS!
Danger in
MADRID!
$1,500 REWARD!!!
...if you can find stations in the U. S.
that dominate their markets
as KWKH does in the Shreveport area . . .
TJffHEN the new NCS #2 Study was released
we were extremely happy to see how
completely KWKH dominates its market in
both home-county coverage and total cover-
age as compared with any other radio station
in Shreveport.
In fact, it seemed possihle to us that our
margin of superiority over our nearest com-
petitor was greater than that of any station
in the U. S.
After a special check with A. C. Nielsen
Company, however, we find that three U. S.
stations nose us out. CAN YOU FIND THEM?
If so, you can win yourself a total of $1,500.00
cash — or $500.00 for each of the three!
THIS IS NO GIMMICK ... It is an announce-
ment of a legitimate contest. If you are a
timebuyer, account executive, or other em-
ployee of an accredited advertising agency,
you can win $500.00, $1,000.00, or $1,500.00
right now!
HOW TO CALCULATE A WINNER!
Use only Nielsen Coverage Service No. 2,
Spring, 1956. Comparisons will he made
on the hasis of "Weekly Coverage" figures
listed under "Homes Reached" in Tahle A.
a. Using these figures, determine KWKH's
home-county coverage (Caddo County) and
KWKH
A Shreveport Ti mes Station
I TEXAS
SHREVEPORT, LOUISIANA
ARKANSAS
divide it by the corresponding home-county
coverage figure of KWKH's nearest com-
petitor. This will give you a home-county
comparative quotient.
b. In a corresponding manner use the
"Station Total" figures under ''Homes
Reached" for KWKH, and divide it by
"Station Total" figures of the same com-
petitive station. This will produce your
second quotient.
c. Now select any other market and stations
of your choice, and use the same proce-
dure. If you find both quotients greater
than the KWKH quotients, you have found
one of the three winners.
CONTEST RULES:
1 This offer applies only to multiple-station markets
(three or more stations). The station proposed must
be compared only with other stations officially located
in the same county.,
2 It applies only to stations within Continental U. S.
3 Onlv one award will be made for any one correct
entry. Postmarks will determine earliest entry in case
of duplications.
4 In submitting entries, the name of the station together
with the supporting figures from the Nielsen NCS
No. 2 are required. Entries must be mailed to Henry
Clay, Station KWKH. Shreveport. Louisiana.
5 This contest is open only to timebuyers and other
personnel of recognized advertising agencies.
FOR FURTHER INFORMATION OR PARTICU-
LARS, PLEASE CONTACT YOUR NEAREST
BRANHAM OFFICE.
50,000 Watts • CBS Radio
The Branham Co.
RepresenfafiVes
Henry Clay
Genera/ Manager
Fred Watkins
Commercial Manager
BROADCASTING
TELECASTING
Vol. 51, No. 14 APRIL 8, 1957
THE WEEK'S RECEIPTS: $26 MILLION
• Bearish sales spurt sees 1 1 stations in the marketplace
• WDAF-AM-TV goes on block, looks for buyer with $10 million
• Worth mention: $6 million in Birmingham, $4 million in L. A.
RADIO-TY station sales reached a crescendo
last week, involving 1 1 properties and S26
million.
Leading the spurt in major sales was the
"for sale" sign on the Kansas City Star's
WDAF-AM-TV Kansas City for a figure
of more than S 10 million. Others: the
WBRC-AM-TV Birmingham sale to Hul-
burt Taft Jr.'s Radio Cincinnati Inc. for
S6.350.000: the KCOP (TV) Los Angeles
agreement in principle to sell to Kenyon
Brown-Bing Crosby group for S4 million:
the WDBO-AM-TY Orlando. Fla.. sale to
William S. Cherry Jr. and associates for S3
million; sale of WTYD (TV) Durham. N. C.
to Lowell Thomas and group for S 1.625. -
000. and the sale of 80% of WAPA-TV
San Juan. P. R.. to WTOB-AM-TV Win-
ston-Salem. N C. interest for S360.000.
Also involved in sales last week: WJHP
Jacksonville. Fla.: WPEO Peoria. 111.:
WONN Lakeland. Fla.: WTRL Bradenton.
Fla., and KCLN Clinton. Iowa.
WDAF-AM-TV: $10 MILLION
ANOTHER possible "record" stations sale
— WDAF-AM-TV. pioneer stations owned
by the Kansas City Star — loomed last week
with the disclosure that the stations are
"available." While no mention was made
either of the prospective purchaser or of
the amount. B«T ascertained that the sta-
tions would be sold under proper condi-
tions and that the price being talked is in
"excess of S10 million."
H. Dean Fitzer. managing director of
the stations, contacted by B»T in Kansas
City, confirmed the report that "preliminary
conversations" are underway and said over-
tures have been made for the station prop-
erties— both NBC outlets. He indicated
that under appropriate conditions, the sta-
tion ownership, made up of executives and
employes of the Kansas City Star Co.. would
be disposed to sell.
Ch. 4 WDAF-TY is one of the pioneers
in the Midwest, having begun operation
Oct. 16. 1949. and WDAF. operating on
6 1 0 kc with 5 kw. was among the first dozen
stations in the country, having begun op-
eration in 1922.
There was no official explanation for the
availability of the Kansas City Star stations.
The Star Co.. however, is embroiled in anti-
Broadcasting • Telecasting
trust litigation which began in 1953 when
the government filed civil and criminal com-
plaints, charging monopoly and attempted
monopoly of news and advertising in the
greater Kansas City area. In February 1955.
a federal jury found the Star Co. guilty.
This decision was affirmed by an appeals
court last January. The Star has until May
12 to petition the U. S. Supreme Court for
review.
In its charges, the Justice Dept. alleged
that the Star Co. acted to suppress competi-
tion involving competitive media and en-
gaged in tie-ins with its radio and tv prop-
erties. There were also charges of purported
forced combination rates for advertising and
circulation. The Kansas City Star Co. owns
that city's only two newspapers, the Star
and the Times.
Among the requests for relief by the gov-
ernment was the divorcement of the Star
Co.'s radio-tv properties from the newspa-
pers, and of the Star from the Times.
Both WDAF and WDAF-TY received
their last regular license renewals on Feb.
I, 1953. Since 1956. according to FCC
records, both stations have been authorized
to operate without regular licenses pending
the outcome of the antitrust litigation.
WBRC-AM-TV: $6 MILLION
PURCHASE of WBRC-AM-TY Birming-
ham from Storer Broadcasting Co. by Ra-
dio Cincinnati Inc. (WKRC-AM-TV Cin-
cinnati— Cincinnati Times-Star) for S6
million [B«T. April 1] was announced last
week by Hulburt Taft Jr.. president of
Radio Cincinnati Inc.
Sale of the Birmingham stations, subject
to usual FCC approval was necessary for
Storer to consummate its S5.6 million pur-
chase of ch. 12 WPFH (TV) Wilmington.
Del., and WIBG-AM-FM Philadelphia from
Paul F. Harron and group, approved by the
FCC two weeks ago [B»T. April 1]. Storer
already owns the limit of seven am and
seven tv stations, in Detroit. Toledo. Miami.
Cleveland. Atlanta. Wheeling. Portland.
Ore., as well as Birmingham.
WBRC is a 5 kw station operating on 960
kc: WBRC-T\' operates with maximum
power on ch. 8. Both are affiliated with CBS.
Mr. Taft stated that in addition to the
S6 million sales price, a fee of S3j>0,000
would be paid to Storer over a five-year
period in return for a guarantee not to
compete in the Birmingham area in broad-
casting, advertising and entertainment fields,
nor to solicit the present staff for employ-
ment elsewhere.
The WBRC stations will make the fourth
broadcast property in which Radio Cincin-
nati has an interest. In addition to the
WKRC outlets, the Taft organization also
owns WTVN-AM-TV Columbus, Ohio, and
has a 30% interest in WBIR-AM-TV Knox-
ville. Tenn. Radio Cincinnati bought ch.
6 WTYM fTY) from Edward Lamb for
SI. 5 million.
WBRC-TY is one of two commercial
outlets in Birmingham. The other station,
ch. 13 WABT (TV i. is owned by the New-
house newspaper interest (Birmingham
News). Also operating is educational sta-
tion WBIQ (TV) on ch. 10. A permit is out-
standing for ch. 42 WBMG (TV).
Storer bought the Birmingham proper-
ties from Eloise Hanna and others in 1953
for S2.4 million.
Financing for the Birmingham purchase
was arranged through four banks, including
the First National Bank and the Fifth Third
NARTB CONVENTION PREVIEW
What will go on, where to find it
B«T COVERAGE BEGINS PAGE 33
j
April 8, 1957 • Page 31
STATION SALES
Union Trust Co., both Cincinnati, and the
Society for Savings, Cleveland.
The Birmingham purchase was negoti-
ated through R. C. Crisler & Co., Cincinnati,
radio-tv station broker.
KCOP (TV): $4 MILLION
STILL ANOTHER multi-million dollar tv
sale is on the verge of being consummated
with the pending purchase of ch. 13 KCOP
(TV) Los Angeles from the present owners,
Copley Press Inc., by Kenyon Brown-Bing
Crosby syndicate for an estimated $4 million.
The sale was agreed to in principle last Thurs-
day. The offer, it was learned, was accepted
by Copley Press principals, with the contract
remaining to be signed. The sale is being
handled by Hamilton, Stufflefield, Twining
& Assoc.
Copley Press — owning newspapers in Cal-
ifornia and Illinois — bought the Los Angeles
independent in 1953 from Mrs. Dorothy
Schiff Sonnenborn for $1,375,000. The sta-
tion went on air as KLAC-TV Los Angeles
in 1948.
Messrs. Brown and Crosby and associates
own KFEQ-AM-TV St. Joseph, Mo., buying
it in 1955 for $550,000 from Barton Pitts.
Mr. Brown owns KFWT Wichita Falls and
KLYN Amarillo, both Tex.; 50% of KANS
Wichita, Kan., 49% of KBYE Oklahoma
City, and 33]/3% of KGLC Miami, both
Okla.
WDBO-AM-FM-TV: $3 MILLION
WDBO-AM-FM-TV Orlando, Fla., has been
sold to William S. Cherry Jr. and associates
for approximately $3 million, it was an-
nounced last week. Mr. Cherry is president
of Cherry & Webb Broadcasting Co., which
owns WPRO-AM-FM-TV Providence, R. I.,
and at one time he was associated in the
ownership of WNEW New York. WNEW
was sold by Mr. Cherry and his associates
in 1954 for $2.1 million.
Associated with Mr. Cherry in the Florida
purchase, which is subject to FCC approval,
are Arnold F. Schoen Jr., general manager
of the Providence stations, and William H.
Goodman, assistant treasurer of the Provi-
dence stations and an executive of the Cherry
& Webb department store in Providence.
Mr. Cherry owns 85% of the Cherry Broad-
casting Co., the purchaser of WDBO;
Messrs. Schoen and Goodman the remaining
15%.
Remaining with the Orlando stations are
Harold P. Danforth and J. Thomas Gurney,
president-general manager and vice presi-
dent, secretary and general counsel, respec-
tively. Both are controlling stockholders of
Orlando Broadcasting Co., licensee of the
Florida outlets. Mr. Danforth will continue
as general manager, and Mr. Gurney as
counsel. No other changes in management
or personnel are planned, the purchasers
stated.
WDBO, established in 1924, operates on
580 kc with 5 kw. WDBO-FM operates on
92.3 mc with 25 kw. WDBO-TV on ch. 6
began operating in July 1954. All are affili-
ated with CBS; the tv outlet also carries
NBC and ABC network programs.
WTVD (TV): $1,625,000
A GROUP headed by author-commentator
Lowell Thomas and Frank M. Smith filed
for FCC approval of the $1,625,000 pur-
chase of WTVD (TV) Durham, N. C. Sell-
ing the station are J. Floyd Fletcher
(24.9%), Harmon L. Duncan (24.9%),
WDNC Durham (25%) and approximately
60 others, each owning less than 1 % .
Messers. Fletcher and Duncan each will
retain 12.5% of WTVD and will be co-
managers. WDNC will own 5% under the
new alignment. Two minority stockhold-
ers, who also will remain as part owners,
E. C. Brooks Jr. and Robert I. Lipton, had
an option to obtain the stock held by the
minor-owners, which option has been as-
signed to the purchasing group.
Messrs. Thomas and Smith and their
associates (including news analyst H. V.
Kaltenborn) own WROW-WCDA (TV)
Albany, N. Y., WCDB (TV) Hagaman,
N. Y., and WCDC (TV) Adams-Pittsfield.
Mass. Ch. 1 1 WTVD is affiliated with ABC.
The station's balance sheet, dated Dec. 31,
1956, showed a total net worth of $303,187
with earned surplus of $53,187. Current
assets were $330,668, total assets $986,668,
current liabilities $234,363 and fixed liabil-
ities $53,187.
WAPA-TV: $340,000
WINSTON-SALEM Broadcasting Co. is
seeking Commission approval for its $320,-
000 purchase of 80% of ch. 4 WAPA-TV
San Juan, P. R., from Jose Ramon Quin-
ones. The other 20% of WAPA-TV is
owned by Goar Mestre and associates
(CMQ-TV Havana, Cuba), who will re-
tain their interest.
In addition to the $320,000, the buyer
is paying Mr. Quinones $40,000 owed him
by WAPA-TV. Mr. Quinones also is sole
owner of WAPA radio, which is not in-
volved in the transaction. He is a former
vice president of the Inter-American Assn.
of Broadcasters and current director of that
organization.
Winston-Salem Broadcasting Co. (Presi-
dent James B. Coan, 15%, Earl F. Slick,
20%, and associates) owns WTOB-AM-
TV Winston-Salem, N. C, WLOW Ports-
mouth, Va., WSGN-AM-FM Birmingham,
Ala., and holds a cp for ch. 42 Birmingham
(WBMG [TV]). The company's balance
sheet, as of Dec. 31, 1956, listed a deficit
of $157,488 for all stations, with WSGN
showing a $30,270 surplus. The 1955 loss
was $34,918; $11,089 for 1956.
The WAPA-AM-TV balance sheet, dated
the same day, listed a 1956 net profit of
$123,795. Current assets were $230,368,
total assets $933,928, current liabilities
$126,795 and net worth $382,087.
WJHP: $225,000
SALE of 5 kw independent WJHP Jackson-
ville, Fla., by the Jacksonville Journal to
Radio Jax Inc. (Carmen Macri interests) for
a sum in the neighborhood of $225,000 was
announced last week. The purchase is con-
tingent on the disposition of Macri-owned
WQIK Jacksonville. Sale of WQIK for
$150,000 to Marshall Rowland and Edison
Casey is understood to be agreed on.
WJHP operates on 1320 kc and was
founded in 1940. WQIK operates on 1290
kc with 1 kw, daytime only.
Jacksonville Journal (John H. Perry in-
terests) will retain ch. 36 WJHP-TV Jack-
sonville. The tv outlet is affiliated with NBC
and ABC and began commercial operation
the end of 1953. Perry interests also own
WCOA Pensacola, WTMC Ocala, WDLP
Panama City, WESH-TV Daytona Beach,
and 40% of WNDB-AM-FM Daytona
Beach, all Florida.
Mr. Macri also holds controlling interests
in a grant for ch. 30 WQIK-TV Jacksonville.
WWOK Charlotte, N. C; WSUZ Palatka.
Fla., and is an applicant for a new standard
station in Pompano Beach, Fla. Transactions
were handled by Blackburn & Co.
WPEO: $170,000
SALE of one station and purchase of an-
other by John R. Livingston and associates
was announced last week. WPEO Peoria
was sold by Mr. Livingston and group to a
group of Kansas City interests for $170,000.
At the same time the Livingston group
bought KCLN Clinton, Iowa, from Missis-
sippi Valley Broadcasting Co. for $35,000.
Purchasers of the Peoria station are equal
partners Kenneth Greenwood, Robert Shar-
on, Merritt Owens and Lee Vaughn. Messrs.
Greenwood and Sharon are WHB Kansas
City salesmen; Mr. Owens owns an adver-
tising agency of that name in Kansas City,
and Mr. Vaughn is an attorney. The Peoria
transaction was handled by Norman Co.,
Davenport, Iowa, station broker firm.
WPEO is 1 kw daytime on 1020 kc; KCLN
is 1 kw daytime on 1390 kc.
WONN: $169,000
THE $169,000 purchase of WONN Lake-
land, Fla., by Noyes Enterprises Inc. (Wash-
ington) was filed with the FCC Friday.
Selling the station are Duane McConnell.
E. D. Covington and Robert Taylor, all three
individual applicants for separate, new ams
in Florida. Noyes Enterprises is owned
90% by Ted Noyes (who also has an in-
terest in WMAL-AM-FM-TV Washington-
Washington Evening Star) and 10% by
Robert W. Jonscher, manager of WMAL
radio until March 31. Mr. Jonscher will
become resident manager of WONN fol-
lowing FCC approval. A Dec. 31 balance
sheet for WONN listed its total net worth
as $25,159, with $7,159 earned surplus.
WTRL: $81,427
JAMES H. LOCKHART (79.7%) and as-
sociates asked the FCC for approval of their
purchase of WTRL Bradenton. Fla.. from
Howard A. Donahoe for $81,427. Mr.
Donahoe also owns WILE Cambridge.
Ohio. Lockwood (Dick) Doty, minority
stockholder in the purchasing g oup and
WHAM Rochester. N. Y., personality, will
become general manager of WTRL. The
station's current balance sheet (Dec. 31.
1956) listed its net worth as $49,412 and
a deficit of $5,787.
Page 32 • April 8, 1957
Broadcasting • Telecasting
NARTB CONVENTION
4,000 CONVENE FOR NARTB SESSIONS
Radio-tv focuses on its problems at 35th conclave in Chicago
NARTB S 2,000 members, and another
2,000 staff executives and representatives of
service and supply industries were taking
their problems to Chicago at the weekend
for the 35th annual broadcasters' conven-
tion. The site this year is the Conrad Hilton
Hotel; the official dates Sun., April 7-Thurs.,
April 11.
As sometimes happens at these affairs, the
dominant topic of conversation is expected
to be a non-NARTB matter — the all-
industry music meeting scheduled Thursday
morning.
The five-day schedule is split into two
main conferences, management and engi-
neering. The Sunday lineup included dozens
of planned and impromptu meetings and
parties, including ABC-TV and MBS affili-
ates sessions (see condensed agenda, page
34) . CBS-TV started off the meetings Friday
with a two-day tv affiliates conference (story,
page 36) and Daytime Broadcasters Assn.,
which met Saturday (story page 39).
Gruenther Speaks Tuesday
Formal Management Conference pro-
gramming starts Tuesday morning when
Gen. Alfred M. Gruenther, president of the
American National Red Cross, will deliver
the principal address, discussing public
service functions of broadcasting. Former
President Herbert Hoover will be honored
with the 1957 Keynote Award for Distin-
guished Service to broadcasting. The award
will be accepted for Mr. Hoover by C. M.
Jansky Jr., pioneer radio engineer who took
part in early regulatory conferences when
Mr. Hoover was Secretary of Commerce.
Engineering Conference programming
starts today (Monday) and will run through
Thursday, with several joint management-
engineering events scheduled, including the
annual FCC roundtable in which Commis-
sion members will participate. An engineer-
ing feature will be the appearance at today's
luncheon of Axel G. Jensen, chief of visual
and acoustics research, Bell Telephone Labs.
The engineering sessions will feature papers
on a wide range of technical topics, includ-
ing use of automatic gear to keep transmit-
ter logs [B«T, April 1].
Today's (Monday) events include three
important industry meetings under NARTB
sponsorship — fm membership meeting 1:30-
3:30 p.m.; television film panel, 2-3 p.m., and
labor management clinic, 3:30-5:30 p.m.
The music contract meeting Thursday
morning draws its interest from the fact
that ASCAP television contracts expire at
the end of 1957 and radio contracts expire
at the end of 1958 [B«T. April 1].
Non-NARTB members have been invited
to the music contract meeting with indica-
tions that about 30 of them would join the
association's tv members in discussing ways
of meeting the copyright problem. Dwight
M. Martin, WAFB-TV Baton Rouge. La.,
will be introduced to the meeting by
NARTB President Harold E. Fellows and
will review the history of past ASCAP tv
negotiations.
Mr. Martin will review the three pre-
liminary meetings held by the music copy-
right ad hoc committee and present its rec-
ommendations. He will also tell about the
NARTB Tv Board's recommendations that
non-members and members join in working
out the music problem.
Discussion from the floor is expected,
with a chance that an interim chairman will
be named. Procedure has not been planned.
Developments will await decision of the
delegates.
About 250 NARTB tv members are ex-
pected at the meeting, with one accredited
1957
KEYNOTE AWARD :
•Foa . " .
DISTINGUISHED SERVICE
" THE NATIONAL ASSOCIATION OF RADIO
AND TELEVISION BROADCASTERS
CHICAGO »PR|L9.!95T '.
NARTB's annual keynote award will
be accepted on behalf of former Pres-
ident Hoover by C. M. Jansky Jr..
chairman of the board of Jansky &
Bailey. Mr. Hoover was advised by
doctors not to attend the industry's
Chicago convention. Mr. Jansky will
accept the award at the opening of for-
mal convention proceedings Tuesday
morning. He was active in early radio
regulation when Mr. Hoover super-
vised the young medium in his role
as Secretary of Commerce.
representative designated from each station.
Non-members are eligible to attend after
payment of a $5 registration fee.
While fee-tv isn't given formal billing on
the program, it's likely to come up during
the FCC roundtable Wednesday morning.
This projected medium is getting a going-
over inside the Commission meeting room
in Washington and it is a lively topic in
Capitol Hill committees.
The FCC panel often clears a lot of
cloudy regulatory air and sometimes leaves
diverting issues in a state of suspension. In
any case, the Commissioners have histori-
cally given frank answers to pointed ques-
tions, and the session is considered one of
the best items on the convention agenda.
FCC Chairman McConnaughey will give
his views on broadcast matters in his Tues-
day luncheon address. Since the address will
be broadcast on radio and tv [B«T, April 1],
it is believed he will shift from an among-
ourselves type of address to subjects of gen-
eral public interest.
President Fellows will address the
Wednesday luncheon, giving his annual re-
port to the membership. The Thursday
luncheon speaker will be Arch N. Booth,
executive vice president, U. S. Chamber of
Commerce. He will discuss "People, Prod-
ucts and Progress: 1975."
Final event of the convention will be a
tv business session Thursday at 4 p.m. Four
new members of the Tv Board will be
elected from a list of nearly 50 certified
member station executives. The four direc-
tors whose terms expire are Board Chair-
man Campbell Arnoux, WTAR-TV Nor-
folk, Va.; Vice Chairman Kenneth L. Carter,
WAAM (TV) Baltimore; William Fay,
WROC-TV Rochester, and Ward L. Quaal,
WGN-TV Chicago.
A group of new directors will take their
Radio Board posts at the convention. They
are Thomas C. Bostic, KIMA Yakima,
Wash.; Ray Eppel, KORN Mitchell. S. D.:
Hugh M. Smith, WCOV Montgomery, Ala.;
Todd Storz, KOWH Omaha ; Donald W.
Thornburgh, WCAU Philadelphia; Harold
Hough, WBAP Fort Worth; Daniel W.
Kops, WAVZ New Haven; J. R. (Ray)
Livesay, WLBH Mattoon, 111.; J. G. (Gil)
Paltridge, KROW Oakland, Calif., and Ben
Strouse, WWDC Washington. These new
members will be joined by the following re-
elected directors: Robert T. Mason. WMRN
Marion, Ohio; William Holm, WLPO La-
Salle. 111.; Alex Keese. WFAA Dallas: J.
Frank Jarman, WDNC Durham, N. C;
William C. Grove, KFBC Cheyenne, Wyo.;
Merrill Lindsay, WSOY-FM Decatur, 'ill.,
and John M. Outler, WSB Atlanta, Radio
Board chairman.
An addition to the week's schedule was
announced Wednesday by Clair R. McCol-
lough, Steinman Stations, president of Radio
Pioneers. Mr. McCollough disclosed that
Frank J. Starzel, general manager of the
Associated Press, will address the dinner,
scheduled Wednesday. 7:30 p.m., in the
Waldorf Room of the Conrad Hilton. Mr.
Starzel has just returned from Johannes-
burg where he attended ceremonies open-
ing an exchange of news between AP and
South Africa Press Assn.
Judge Justin Miller, former NARTB
board chairman, will receive a plaque at
the dinner in recognition of his efforts on
Text continues on page 36
(Convention Agenda pages 34-5 1
Broadcasting • Telecasting
April S. 1957 • Page 33
CONVENTION SCHEDULE
SPECIAL EVENTS
(Not part of official program)
SUNDAY, APRIL 7
abc-tv affiliates meeting, Waldorf
Room, 2:00 p.m.; affiliates reception.
A & B — Williford Room, 5:30 p.m.
ampex-abc-tv demonstration of vid-
eotape, Chicago Daily News Bldg., 6:00-
10:00 p.m.
ASSN. OF MAXIMUM SERVICE TELE-
CASTERS board of directors breakfast,
Room 9, 8:00 a.m.; membership meet-
ing Bel Air Room, 10:00 a.m. -12:30 p.m.
ASSN. FOR PROFESSIONAL BROADCAST-
ING education board of directors meet-
ing, Room 18, 9:00 a.m.-5:00 p.m.
broadcast music inc. board of direc-
tors meeting and luncheon, Rooms 19-
20, 10:00 a.m.
broadcasting* telecasting golf tour-
nament, Midwest Country Club, Hins-
dale, IlL, busses leave Conrad Hilton at
9:00 a.m.
general electric co. news confer-
ence, reception and luncheon, Rooms 12-
13, 8:00 a.m. -3:00 p.m.
mbs affiliates meeting, Beverly Room,
3:00 p.m.; affiliates reception, Bel Air
Room, 4:30 p.m.
MONDAY, APRIL 8
a. a. p. inc. reception, Williford Room,
6:00 p.m.
ASSN. FOR PROFESSIONAL BROADCAST-
ING education meeting and board of
directors meeting. Room 18, 9:00 a.m.-
5:30 p.m. and again at 8:30 p.m.
CLEAR CHANNEL BROADCASTING SERV-
ICE meeting, Room 19, 9:00 a.m.-ll:15
a.m.
COMMUNITY BROADCASTERS ASSN.
meeting. Room 12, 11:00 a.m.
community club services reception,
Lower Tower, 5:30-7:00 p.m.
quality radio group breakfast, Room
10, 8:00 a.m.
standard radio transcriptions re-
ception. Suite 539A, 4:00-6:00 p.m.
tv pioneers organizational meeting,
Lower Tower, 11:00 a.m.-12 noon.
VENARD, RINTOUL & MCCONNELL show-
ing of film "Postmark Europe," Louis
XVI Room, Sherman Hotel, 5:00-7:00
p.m.
TUESDAY, APRIL 9
television film companies recep-
tion. Williford Room, 5:30-7:30 p.m.
OFFICIAL AGENDA
SUNDAY, APRIL T
7:00 a.m.-7:00 p.m. — registration.
Lower Lobby.
12 noon-6:00 p.m. — exhibits open,
Exhibition Hall and 5th and 6th floors.
MONDAY, APRIL 8
7:00 a.m. -7:00 p.m. — registration,
Lower Lobby.
9:00 a.m.-6:00 p.m. — exhibits open.
1:30-3:30 p.m. — fm panel, Williford
Room.
WHERE TO FIND IT
Ait exhibit rooms are located on the 5th and
6th floors in the Conrad Hilton Hotel.
All entertainment and hospitality suites are
located in the Conrad Hilton Hotel, unless other-
wise noted.
Space designation indicates exhibits in the
Exhibition Hall (lower level) Conrad Hilton Hotel.
* Firms without locations had not been designated
at press time.
EQUIPMENT MANUFACTURERS
Adler Electronics Space 19, Suite 1333A-34A
Alford Mfg Space 7
Allied Radio Rooms 610A-611A
Altec Lansing
American Microwave Space 35
Amperex Electronic
Ampex Room 602A
Andrew Space 22
John F. Beasley Const
Bell & Howell
Berlant-Concertone, Audio Div. of
American Electronics Room 551A
Blaw-Knox Room 516
Browning Lab. Room 609
Budelman Radio
Caterpillar Tractor Space 16
Century Lighting Space 24
Collins Radio Space 36
Communication Products
Conrac Room 657
Continental Electronics Mfg
Dage Tv Div. of Thompson
Products Space 5, Room 520
The Daven Co
Dresser-Ideco Rooms 604-605-607
Eastman Kodak
Elgin Metalformers Space 9
Foto-Video Lab Space 31, Room 632
Gates Radio Space 4, Room 561
General Electric Space 26, Suite 1400-01-02A
General Precision Lab Space 30, Room 637
General Radio Space 1
Harrison Lab
The Harwald Co Space 14, Room 560A
Houston-Fearless Div. of Color Corp.
of America
Hughey & Phillips Room 660
Ideco (see Dresser-Ideco) Rooms 604-605-607
Kin Tel Space 3. Suites 1022A-23A-24A-25A
Kliegl Bros. Universal Electric
Stage Lighting Rooms 614-616
Lambda-Pacific Space 37
Lehigh Structural Steel
Magnecord
Magnetic Sound Camera
Motorola , Space 15
Multiplex Services Room 613
Nems-Clarke Rooms 542A-544A
The Perkin-Elmer Corp Space 2
Phelps Dodge Copper Products Room 649
Philco Space 11, Suite 1704-05-06
Prodelin Room 550A
RCA. Broadcast & Tv Equipment
Div Space 17, Rooms 604A-605A-607A
RCA, Tube
Div Conrad Hilton & Sheraton-Blackstone
Raytheon Space 8, Suite 1200-01-02A
Rust Industrial Rooms 658A-659A
Schafer Custom Engineering Rooms 653-656
Stainless Suite 1122A-23A-24A
Standard Electronics Space 25, Rooms 601-602
Tare Electronics Space 20
Sarkes Tarzian Space 12
Telechrome Mfg Space 10
Telematics
TelePrompTer Spaces 18-29
Television Equipment Space 33
Television Zoomar
Tower Construction Rooms 610-611
Tower Structures
Utility Tower Space 32
Visual Electronics Space 23, Suite 718A-19A-20A
GOVERNMENT
National Guard Room 546
U. S. Air Force Room 561 A
U. S. Army Recruiting Room 547
U. S. Treasury Room 549
NEWS SERVICES, PUBLICATIONS
Advertising Age Room 536
Associated Press Sheraton-Blackstone
Billboard Room 537
BROAD CASTING 'TELECASTING Suite 706A
International News Service Room 609
Radio-Television Daily Rooms 613A-14A
Suite 1204-05-06
Sponsor Rooms 904-05-06
Telefilm Magazine Room 665
Television Age Suite 1404-05-06
Television Magazine Suite 1204A-05A-06A
United Press Movietone News Rooms 546A-548A
Variety Suite 818-19-20
PROGRAM SERVICES
A. A. P Rooms 504A-505A-507A
ABC Film Syndication Room 509, Suite 2316-19
Broadcast Music Inc Room 553A
M & A Alexander Production Rooms 515A-517A
Allied Record
S. W. Caldwell Suite 1300-01-02A
CBS Television Film Sales Suite 1900-01-02A
Harry S. Goodman
Productions Rooms 556A-557A-563A
Governor Television Attractions
Guild Films Rooms 528A-530A
Page 34 • April 8, 1957
Broadcasting • Telecasting
Except where noted, locations are in Conrad Hilton Hotel
2:00-3:00 p.m. — television film
panel. Upper Tower.
3:30-5:30 p.m. — labor clinic. Upper
Tower.
TUESDAY. APRIL 9
7:00 a.m.-7:00 p.m. — registration.
Lower Lobby.
9:00 a.m.-6:00 p.m. — exhibits open.
10:30 a.m.-12:00 noon — joint ses-
sion: management and engineering con-
ferences. Grand Ballroom.
12:30-2:30 p.m. — joint luncheon,
FCC Chairman George C. McCon-
naughev. Grand Ballroom.
2:30-5:00 p.m. — radio management
conference, Williford Room.
2:30-5:00 p.m. — -television manage-
ment conference. Upper Tower.
6:00-7:30 p.m. — annual convention
reception, Williford Room and Nor-
mandy Lounge.
7:30 p.m. — annual convention ban-
quet. Grand Ballroom.
WEDNESDAY. APRIL 10
9 a.m. -5 p.m. — registration, Lower
Lobby.
9 a.m.-6 p.m. — exhibits open.
9:30 a.m. -12:00 noon — joint ses-
sion: radio and television management
conferences (panel discussion featuring
the FCC). Williford Room.
12:00 noon — annual membership
meeting (business session), Williford
Room.
12:45-2:30 p.m.— luncheon, NARTB
President Harold E. Fellows. Grand Ball-
room.
2:45-5:00 p.m. — radio management
conference (Radio Advertising Bureau
presentation, audience research panel),
Williford Room.
7:30 p.m. — radio pioneers dinner.
Grand Ballroom.
THURSDAY. APRIL 11
8:00 a.m.-5:00 p.m. — registration,
Lower Lobby.
8:00 a.m. -2:00 p.m. — exhibits open.
10:00 a.m.-12:00 noon — radio man-
agement conference (engineering,
automation, wage-hour problems),
Boulevard Room.
10:00 a.m.-12:00 noon — all-indus-
try television music license meet-
ing, Williford Room.
12:30-2:30 p.m. — luncheon (Arch
N. Booth. U.S. Chamber of Commerce,
speaker). Grand Ballroom.
2:30-5:00 p.m. — television manage-
ment conference (Television Bureau
of Advertising presentation). Grand
Ballroom.
4:00 p.m. — television business ses-
sion (Tv Board elections), Williford
Room.
B«T HEADQUARTERS: Suite 704-5-6A in the Conrad Hilton Hotel. Representing
the magazine will be Sol Taishoff, Maury Long. Edwin H. James, Win Levi.
Kenneth Cowan, Warren Middleton, Ed Sellers, Bill Merritt. Rufus Crater,
Frank Beatty, Fred Fitzgerald, Earl Abrams. John Osbon, Gladys Hall and
Barbara Kolar.
Hollywood Television Service Suite 2500-01-02A
Langlois Filmusie
Lang- Worth
Feature Programs Rooms 536A-537A
Magne-Tronics Room 612
MCA-TV Suite 1604-05-06
Medallion Tv Enterprises Room 521A
MGM-TV Room 534, Suite 2404-05-06
National Musitime Room 535 A
National Telefilm Assoc. Rooms 504-505-507-539
Suite 2504A-05A-06A
NBC Television Films (California
National Productions) . .. Sheraton-Blackstone
Newsfilm Suite 1900-01-02A
Official Films Room 502A, Suite 2504-05-06
RCA Recorded Program
Services Rooms 500-501-502, Space 13
Walter Schwimmer Room 553
Screen Gems Rooms 512A-513A
Screencraft Pictures Congress Hotel
SESAC Rooms 524A-526A
Signet Tv Rooms 635A-36A
Standard Radio Transcription
Services Room 539A
Standard Television
Sterling Television Room 509A
Telemat Rooms 519A-520A
Television Programs of
America Rooms 532A-533A-534A
Transcription Sales
Trans-Lux Television Rooms 639A-640A
World Broadcasting System Rooms 512-513
Ziv Television Programs Rooms 556-557-560
Suite 904A-05A-06A
RESEARCH ORGANIZATIONS
American Research Bureau Rooms 630A-631A
A. C. Nielsen Suite 1000-01-02A
The Pulse Suite 1919
SERVICE ORGANIZATIONS
Bonded Tv Film Service Suite 1104A-05A-06A
Community Club Services . Suite 818A-19A-20A
Broadcasting • Telecasting
Keystone Broadcasting System Suite 804-05-06
Muzak Suite 704-05-06
Radio Advertising Bureau Drake Hotel
Standard Rate & Data
Service Suite 1704A-05A-06A
Television Bureau of Advertising
Vitapix ..Suite 2118-19-20
STATION REPRESENTATIVES
Adam Young
Avery-Knodel Sheraton-Blackstone
John Blair Suite 1600-01-02A
Blair-Tv Suite 160C-01-02A
The Boiling Co Suite 1100-01-02A
The Branham Co Suite 700-01-02A
Henry I. Christal Suite 2105-06
Forjoe Suite 1118A-19A-20A
Gill-Perna Suite 1304-05-06
Harrington, Righter & Parsons . Suite 800-01-02A
H-R Representatives Morrison Hotel 23d floor
Headley-Reed Sheraton-Blackstone
George P. Hollingbery Suite 2200-01-02A
Hal Holman Suite 1218A-19A
The Katz Agency Suite 2000-01-02A
Joseph Hershey McGillvra
The Meeker Co Suite 1500-01-02A
Peters, Griffin. Woodward.
Inc Sheraton-Blackstone Suite 430-7
Edward Petry Suite 1700-01
William G. Rambeau Suite 900-01-02A
Paul H. Raymer Suite 2418A-19A-20A
Venard. Rintoul & McConnell Suite 2100-01-02A
Grant Webb
Weed & Co Congress Hotel Suite 900
TELEPHONE AND TELEGRAPH COMPANIES
American Telephone & Telegraph.
Long Lines Space 27, Suite 1104-05-06
TRADE ASSOCIATIONS
Academy of Television Arts &
Sciences Room 612A
Advertising Council Room 536
Assn. of Maximum Service
Telecasters Michigan Blvd. & Eighth St.
Metropolitan Life Insurance Room 657 A
NARTB Group Life Insurance Plan
NARTB Convention Offices
Convention Manager Room 1
Everett Revercomb, Sec.-Treas;
Ella Nelson. Adm. Asst.
Engineering Conference Room 1
A. Prose Walker. Manager
Convention Exhibits Exhibition Hall
George Gayou. Exhibit Manager
Registration Desk Lower Lobby
William Walker. Asst. Treas.
Convention News Room 3
Donald N. Martin, Asst. to the President
for Public Relations
Program Coordinator Room 4
Howard H. Bell. Asst. to the President
NARTB Staff Offices
Radio Room 2
John F. Meagher. Vice President
Television Room 2
Thad H. Brown, Jr., Vice President
Employer-Employe Relations Room 4
Charles H. Tower. Manager
Government Relations Room 2
Vincent T. Wasilewski. Manager
Legal Room 2
Robert L. Heald. Chief Attorney
Organizational Services and APBE . . . Room 4
Frederick H. Garrigus
Research Room 4
Richard M. Allerton. Manager
Station Relations Lower Lobby
William Carlisle. Manager
Television Code Affairs Room 4
Edward H. Bronson. Director
Radio-Electronics-Television
Mfrs. Assn
Space 21
NETWORKS
ABC Radio and Television Suite 2306
CBS Radio . .Suite 1804-07
CBS Television Suite 2305A-06A-11A
Mutual Suite 1604A-06A
NBC Radio and
Television Sheraton-Blackstone Suite 509
April 8, 1957 • Page 35
NARTB CONVENTION
behalf of freedom of access to courtrooms.
Mrs. Edwin H. Armstrong will accept the
annual "Hall of Fame Award" on behalf of
her late husband, inventor of fm. This award
is presented posthumously each year to a
person who has made a lasting contribution
to broadcasting.
Taking part in the Monday fm conference
will be Edward A. Wheeler, WEAW-FM
Evanston, 111., chairman of the NARTB
Fm Radio Committee, presiding; Ray Stone,
Maxon Inc., who made a nationwide fm
survey a year ago; FCC Comr. Robert T.
Bartley; Leonard Asbach, Majestic Intl.,
and the NARTB FM Radio Committee.
Leslie C. Johnson, WHBF-AM-TV Rock
Island, 111., will preside at the Monday labor
clinic. A slide film will review wage bargain-
ing problems. Peter Seitz, labor arbitrator,
will speak on ways of settling disputes.
A tv film panel session Monday after-
noon will be presided over by Harold P. See,
KRON-TV San Francisco, chairman of the
NARTB Tv Film Committee, and Mr. Ar-
noux. Panelists include Richard M. Pack,
Westinghouse Broadcasting Co.; Ralph N.
Cohn, Screen Gems; John L. Sinn, Ziv Tele-
vision Programs.
Quarton to Be New Chairman
Of Tv Code Review Board
NARTB's Tv Code Review Board enters the
convention this week with a new chairman-
elect, William B. Quarton, vice president-
general manager of
WMT-TV Cedar
Rapids, Iowa. Now
vice chairman of
the code group, he
becomes the third
chairman in the
history of the code
board, succeeding
G. Richard Shafto,
WIS-TV Columbia,
S. C, who asked
to be relieved of
the post as well as
board membership
for personal reasons [B»T, March 25].
Joining the board April 1 1 as Mr. Quar-
ton assumes the chairmanship will be Donald
H. McGannon, president of Westinghouse
Broadcasting Co. The appointments were
announced Tuesday by NARTB President
Harold E. Fellows.
Code board membership, effective Thurs-
day, will consist of Chairman Quarton and
Mr. McGannon; Mrs. Hugh McClung,
KHSL-TV Chio, Calif., Rogert W. Clipp,
Triangle Stations (WFIL-TV Philadelphia),
and Richard A. Borel, WBNS-TV Colum-
bus, Ohio.
While no vice chairman was announced
by Mr. Fellows, the name of Mr. Clipp has
unofficially been mentioned for the post.
Mr. Shafto winds up his code board
service tomorrow afternoon at the NARTB
convention when he delivers an address
reviewing code activities and problems. The
NARTB code staff is headed by Edward
H. Bronson, director of tv code affairs, and
Charles S. Cady, assistant director.
STANTON ON REGULATORY AREAS
MR. QUARTON
NETWORKS and the cause of free broad-
casting have made progress in important
areas on the governmental front during the
past year but a "deep gulf" still remains
to be bridged between broadcasters and
Congress.
This was the nub of a speech prepared
for delivery Saturday by Dr. Frank Stanton,
president of CBS Inc., to some 400 station
and network officials expected to attend the
third annual conference of CBS-TV affiliates
in Chicago.
He offered his evaluations of three major
regulatory areas:
• Sec. 315 (equal time requirement on
political broadcasting) — progress is slow and
sometimes discouraging, but Congress ap-
pears to have reached a better understand-
ing of the problem, where in the past there
seemed to be doubt that a program existed
at all. "Unfortunately, there is not yet any
general agreement" on a solution and "in
fact some of the Congressional proposals
suggest cures that are as bad as — or worse
than — the disease." But "if we all keep at
this issue, I am confident that one day we
shall have relief, and broadcasters will be
able, in this vital area of political coverage,
to take their place alongside the rest of the
free press and perform that kind of service
to the public of which we are capable — and
which Sec. 315 now keeps us from per-
forming."
• Subscription television — Dr. Stanton
thought that the testimony of advocates of
free television had succeeded in "indefinite-
ly" delaying legislative action in favor of
subscription tv. He was not, however, as
sure of FCC postponement of a decision.
If, as has been predicted, the FCC approves
some sort of toll tv experiment. "I think
our chief hope must be that if there must
be a trial, it be properly circumscribed so
that it will in fact test the broad claims of
the pay television proponents.
"If it is so circumscribed," he said, "we
can be sure the trial will expose the fallacy
of these claims and put this monster to rest
once and for all."
• Network investigations — "I cannot help
but feel that ... we are farther ahead to-
day than we were a year and two years
ago. By these time-consuming, laborious
and tedious processes of dealing with all the
facts and trying to explain fully what our
business is and what makes us tick, I believe
that to some extent understanding has re-
placed suspicion and distaste. . . . While I
am by no means optimistic that the reports
will be favorable. I do believe that the Con-
gressional attitude toward us is somewhat
better today than it was a year ago and that
a report written today will not be quite so
bad as a report written a year ago. I am
not sure that that is saying very much,
since the attitude, particularly among some
legislators and committee staff members,
was hostile indeed."
Speaking of the general "Washington
climate," which at the affiliates meeting a
year ago he described as cause for "danger
flags," Dr. Stanton said in his prepared
speech:
"Although I believe we have made some
forward steps and the climate is a little bet-
ter, it would be a great mistake to leave you
with the impression that the forecast for the
indefinite future is fair and warmer. At the
very best, instead of being stormy, it is now
cloudy and foggy indeed. We still have a
very long way to go.
"There can be — and likely will be — sud-
den and violent squalls; there may be the
cyclonic clouds just beyond our line of sight;
and there is always the chance that our roof
may be blown off any moment.
"In sum, it would be foolish for us to be
complacent or to let down our guard . . ."
He called upon CBS-TV affiliates to con-
tinue their work in the "enormous public
relations job" which he felt broadcasting
"imperatively" needs. "First and above all,
tell your story as you see it, frankly and
fully whenever the opportunity arises. And
it would be well not to wait until the crisis
is upon us. Seek out the opportunity when-
ever possible . . .
"I think you owe it to yourselves and to
the very future of the industry, as well as
to the service " which you perform to the
public, to make yourselves heard and to
present your point of view — whether it is
good or bad for us at CBS — informally
whenever possible, and formally when nec-
essary, to your Congressmen, to your Sen-
ators, and to the public. Let them know
what it is you and we bring to the public
and what you think would happen if the
various proposals for change should actually
come to pass."
For CBS' own part, he said, "we resolved
to continue to deal fully, comprehensively
and frankly with these issues as they arise
and,, perhaps even more important, we shall
continue to examine ourselves, to analyze
ourselves to make sure that any inequities
that a new look at ourselves discloses will be
corrected and that our standards of conduct
toward you, toward our advertisers and
above all, toward the public, be of the very
highest. Because there is one thing sure:
One can defend oneself with a clear con-
science only if one's conscience is clear."
In connection with Sec. 315 he said he
was disturbed by the implied suspicion of
some Congressmen that broadcasters are apt
to play favorites if freed of the equal-time
requirement. Such suspicion, he asserted, is
wholly unjustified and is proved wrong by
broadcasters' record for fairness and balance
on controversial issues in non-campaign pe-
riods when Sec. 315 does not apply. What-
ever the reason for this suspicion, he felt it
signifies a "deep gulf" and a substantial
failure in broadcasting's public relations.
Dr. Stanton paid particular tribute to the
group of CBS-TV affiliates, headed by John
S. Hayes of WTOP-TV Washington, who
voluntarily appeared before the Senate Com-
merce Committee last year in opposition to
attacks on network option time procedures
Page 36
April 8, 1957
Broadcasting
Telecasting
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National Representatives
Broadcasting • Telecasting
April 8, 1957 • Page 3
ore sole*
n«lities-to°?
erso
KLZ-TV viewers poured in more than 16^90&
letters when "Buttons the Chimp" made her debut on
, the late^vening Dicic Lewis Shows. These were adults,
mind you, NOT children.
So successful has beenjjh^ pufling^power of "Buttons the Chimp" that
she is now an i/nportant part of KLZ-TV's revitalized afternoon
programming and selling format — combining chimp appeal, top
Hollywood half hours, and the sales power of Denver's top selling
personalities. It is the 'selling-est programming' in Denver daytime TV.
3:00-4:30 WEEKDAYS
STARR YELLAND
MYSTERY MATINEE
Denver's Mr. TV himself — backed by 'Mr.
District Attorney,' 'City Detective,' and 'The
Whistler'— in a new adult selling punch.
4:30-5:00 WEEKDAYS
DICK LEWIS
MATINEE
The region's top selling night-time TV
personality now adds a new daytime show-
supported by Kit Carson.
and "Buttons the Chimp" appears daily on BOTH matinees!
Full sponsorships, co-sponsorships, or full
minutes still available. Call your KATZ man or
Jack Tipton, general sales manager, Denver.
TWO NEW DAYTIME FEATURES
ART GOW SHOW- 11:15 - 11:30 a.m.
CARL AKERS NEWS - 5:00 - 5:15 p.m.
Monday thru Friday
CBS in DENVER
Represented by the KATZ Agency
Page 38
April 8. 1957
Broadcasting
Telecasting
NARTB CONVENTION
and other fundamental network operating
policies.
Despite whatever may happen in Wash-
ington, he assured the affiliates that CBS-TV
can continue to grow stronger and provide
better and better service to both them and
the public as the years pass. The job of
staying on top is challenging and difficult
because the leader is always the prime tar-
get, he said, asserting that "despite our lead,
we shall run and we shall run scared. But
we shall run confidently."
Dr. Stanton's speech was to be the feature
of Saturday's luncheon session, after a late
revision of the schedule which originally
called for him to speak at Friday's opening-
day lunch.
The meeting, at CBS-owned WBBM-TV
Chicago's new studios, was opened Friday
morning by C. Howard Lane of KOIN-TV
Portland, chairman of the CBS-TV Affiliates
Assn., followed by Merle S. Jones, making
his first appearance before the group since
he took over the CBS-TV presidency on Jan.
1 . Art Linkletter, CBS-TV star, spoke at the
Friday lunch.
Network executives slated to present re-
ports on plans and progress during the two-
day meeting included William H. Hyland,
vice president of sales administration; Hub-
bell Robinson Jr., executive vice president
in .charge of programs; Oscar Katz, vice
president in charge of daytime program-
ming; Jay Eliasberg, research director;
Thomas Dawson, vice president for network
sales; Sig Mickelson, CBS Inc., vice pres-
ident in charge of news and public affairs;
John P. Cowden, operations director, ad-
vertising and sales promotion; Charles J.
Oppenheim, director of information serv-
ices; Edward P. Shurick, vice president and
director of station relations; Ralph W.
Hardy, CBS Inc. Washington, vice president;
William B. Lodge, vice president in charge
of station relations and engineering, and
Robert F. Jamieson, sales service manager.
A closed session of the affiliates also was
slated, probably to be Saturday morning.
A banquet was held Friday night at the
Drake Hotel, featuring Frankie Lane, Alan
King, the Wiere Brothers, Elaine Malbin,
Chiquita & Johnson, and Norman Crone's
orchestra in a program produced by Lester
Gottlieb and Dick Brill.
Morse Warns Daytimers
Of FCC 'Status Quo'
GOVERNMENT regulatory agencies which
delay decisions on long-standing problems
tend to "preserve the status quo and work
to the detriment of the small fellow," Sen.
Wayne Morse (D-Ore.) warned members
of the Daytime Broadcasters Assn. in a
speech prepared for delivery Saturday at a
DBA meeting in Chicago.
Referring to the FCC's failure to rule on
various daytime radio broadcasters' requests
for extended hours of operation over the
past ten years, Sen. Morse, who heads the
Daytime Radio Broadcasting Subcommittee,
(part of the Senate Small Business Com-
mittee), said:
"I venture to say that some people would
not be distressed if many more years should
THREE WAYS TO LOOK AT IT
FUNCTIONALLY, the 1957 NARTB convention is divided into three parts — general
association activities, radio and television. In charge of these three functions are
NARTB President Harold E. Fellows, who also is board chairman; Herbert L. Krue-
ger, WTAG Worcester, Mass., vice chairman of the NARTB Radio Board, and
Kenneth L. Carter, WAAM (TV) Baltimore, vice chairman of the NARTB Television
Board. Messrs. Krueger and Carter are co-chairmen of the official convention com-
mittee. Here are their views officials, outlining problems and the way programming
has been tailored to serve all facets of the membership:
MR. FELLOWS MR. KRUEGER MR. CARTER
EVERY BUSINESS has
a time for taking stock,
a period for checking up
on the inventory and for
thinking about the past —
and the future. Those of
us in broadcasting are for-
tunate in being able, each
year, to take stock of our
entire industry by partici-
pating in the annual con-
vention of the NARTB.
Broadcasters will be
busy at this convention.
The exhibits of equipment
and services — the latest
miracles in the electronics
field — are worthy of every
free hour available.
Outstanding speakers
and panels are scheduled
for the vitally-important
sessions of the manage-
ment conference, and
members of the FCC will
be on hand to answer
questions at the popular
forum which is an annual
highlight of this conven-
tion.
Some of the nation's
best brains in broadcast
engineering will be at the
conference on that subject
which always produces
ideas and methods to help
broadcasters do a more
efficient, economical job.
From it all should come
a great strength and pros-
perity for broadcasting
and greater comprehen-
sion by the public of
broadcasting's role in this
country.
RADIO is serving. Radio
is prospering. Radio is
growing.
The year since the last
convention of the NARTB
has been marked by in-
creased awareness of the
vital role radio occupies in
the American way of life
and in the overall media
picture. The medium has
undergone substantial
change in many ways, but
it has constantly main-
tained its importance to
the public. Today's radio
has been aptly described
as "the constant, insep-
arable companion of the
American people."
The 1957 convention is
not so much a time to re-
view the many accomplish-
ments of the medium or
to be self-satisfied with
radio's increasing prosper-
ity. Rather, we must con-
tinue to probe the many
problems that retard the
full realization of radio's
enormous opportunities.
We must give thoughtful
consideration to ideas for
improving our program-
ming, to increase the ef-
fectiveness of our public
service, to getting out from
under the yoke of meas-
urements that devalue our
product, to restoring in-
tegrity to our selling tac-
tics, to raising our stand-
ards generally. We must
incubate bold, radio's
greatest hope.
A TOTAL of 475 televi-
sion stations are on the air
today and Americans are
receiving their programs
on an estimated 42 million
sets. There is no more
graphic way to describe
the growth of television
or its importance as a part
of the broadcasting indus-
try. This importance also
underscores the need for
each television member to
attend every session de-
signed to equip him better
to meet his responsibilities
in this rapidlv-maturing
field.
Engineering will look to
the future, with emphasis
on the latest developments
in color telecasting, video
tape recording, automation
and new equipment.
This year your television
management conference
will examine among other
items the problem involved
in management organiza-
tion planning and direc-
tion. This is a field in
which more and more
knowledge is being gained.
No summary of the con-
vention would be com-
plete without mention of
the music licensing com-
mittee meeting that will be
held at 10 a.m. Thursday
for the purpose of appoin.-
ing an all-industry nego-
tiating committee looking
to a new ASCAP con-
tract beginning Jan. 1.
1958.
Broadcasting • Telecasting
April 8, 1957 • Page 39
NARTB CONVENTION
ADVERTISERS & AGENCIES
elapse before a decision is rendered." The
senator said he thought the DBA case was
"the most apt illustration" of one of the pos-
sible dangers to small businessmen when
regulatory agencies fail to act on long-stand-
ing requests.
Sen. Morse said he intends "to keep an
open mind on the issues until all the facts
are in" during the scheduled April 29-30
hearings on complaints of daytimers before
his special three-man subcommittee. The
unit was named last month to investigate
DBA complaints that the FCC's failure to
act on extending hours of small local sta-
tions is discrimination against them in def-
erence to fulltime
stations [B»T,
March 25]. Other
members of the
subcommittee are
Sen. Alan Bible
(D-Nev.) and Sen.
Andrew F. Schoep-
pel (R-Kan.).
The daytimers
are seeking exten-
sion of hours of
operation from the
SEN. MORSE present sunrise-to-
sunset limits to
from 5 a.m. or sunrise (whichever is earlier)
to 7 p. m. or sunrise (whichever is later)
[B*T, April 1].
"It is increasingly my view that from all
outward appearances the FCC will never be
found guilty of partiality towards small
business," Sen. Morse declared.
He said that government regulatory
agencies more often now are being "taken
over" or "captured" by the industry they
intend to regulate. That these agencies are
oreatly influenced by the dominant voices
in each industry is also true, he added, al-
though it is difficult for any commission
to avoid this.
Sen. Morse listed the principal reasons
why regulatory agencies are "captured" by
the dominant companies in each industry:
• Top companies account for most of the
business in the field.
• They have more money for experi-
mentation, development of new products and
techniques, for hiring lawyers and publicists
in Washington, who can watch closely the
activities of a particular commission.
• Most of these regulatory agencies are
handicapped by a shortage of time, of ap-
propriations, and consequently of staffers.
• Commission members naturally "think
about the day their terms expire," and their
"return to private industry or professional
pursuits" is "yet another factor contributing
to an agency's subservience to the giants in
its particular field."
In Washington, Lee White, counsel to
the full Senate Small Business Committee,
said tentative plans for the two-day hearings
on DBA complaints call for two sessions on
April 29 and one the next day.
Testifying on the opening morning will
be daytimers, followed by fulltime station
officials opposing the DBA requests. On
April 30, the special subcommittee plans
to hear testimony from one or more FCC
members and the Broadcast Bureau.
FTC-CITED FIRMS NONCOMMITTAL
• Whitehall, Block, Omega cautious in discussing agency charges
• NBC-TV says it acted on own in questioning drug commercials
A CAUTIOUS stand was adopted last
week by three advertisers cited by the Fed-
eral Trade Commission for alleged false
and misleading publication advertising and
radio-tv commercials [At Deadline, April
1]. The complaints — first three of what is
expected to be a number — were the initial
ones to be issued as a result of monitoring
by the FTC's Radio-Tv Unit established last
October.
Richard G. Rettig, vice president in
charge of advertising, Whitehall Pharmacal
Co., New York, said he had no comment to
make on the complaint against Whitehall,
other than it had been turned over to the
firm's attorneys. Whitehall was cited by
FTC for false claims for its Infrarub and
Heet on CBS-TV and MBS.
Block Drug Co.'s Al Plant (advertising
manager) noted that he had not yet seen
FTC's complaint charging that Omega Oil
was falsely advertised. The Omega Chemi-
cal Co. mentioned in the complaint is a
wholly-owned subsidiary of Block Drug,
lersey City, N. J.
Mr. Plant asserted, however, that quotes in
news stories attributed to FTC's complaint
on alleged Omega radio commercials appear
to be in "error." He said Omega has had
no radio commercials this year. As yet,
Block has not made a decision as to how
it will treat the FTC complaint. He ex-
plained that should the company wish to
continue the Omega copy line in commer-
cials, it would present then a defense before
the commission. How the firm treats the
complaint will "depend on whether we want
to continue" the advertising in question, he
indicated.
Albert T. Hyde, president of The Men-
tholatum Co., Buffalo, cited for its adver-
tising on behalf of Mentholatum Rub on
CBS-TV and NBC-TV, similarly expressed
surprise on the evidence presented, noting,
too, that "the current campaign is over" and
that the last commercial the firm had. sched-
uled in its tv advertising already has been
run. He said the matter would be handled
by his attorneys.
Mr. Hyde added that so far as he could
see the complaint was "charging false ad-
vertising" and that his company would
"file an answer." All three companies were
given 30 days to file answers with the FTC
with hearings scheduled for Whitehall lune
3 and Omega lune 5, both in New York,
and Mentholatum lune 7 in Buffalo.
Meanwhile, NBC-TV has denied the net-
work was prompted by the FTC monitoring
and a liaison policy with the FCC in NBC-
TV's suggestion to an unidentified adver-
tising agency that the latter substitute filmed
commercials for two drug commercials
deemed unacceptable.
Carl Watson, New York manager of
NBC-TV's continuity department, explained
it that way in a follow-up statement to the
NBC-TV action several days ago.
The commercials in question were con-
sidered by NBC-TV's continuity acceptance
department as being derogatory to a com-
peting product, he said. According to Mr.
Watson, New York manager of the depart-
ment, the correspondence with the agency
(on behalf of a drug advertiser) was of
"routine" nature. He denied the commer-
cials had been running on NBC more than
a year, as had been reported, and asserted
the filmed commercials were new and as
yet not seen on television.
The NBC action had been made known
in the press along with the FTC's charge
(both names of agency and client have been
withheld) that the FTC-FCC policy was
tying up advertisers, and which cited the
NBC incident as an example.
At the same time, Mr. Watson emphasized
that the network's long-standing policy has
been consistent with FTC aims on adver-
tising claims and that the letter to the agen-
cy warning about the new commercials
pointed out a new element had been injected
and might be considered by FTC to be quite
clearly in the field of derogation.
The full text of the letter from network
continuity acceptance to the agency (with
deletions made to hide identity of client and
agency) :
"Yesterday we received for clearance
filmed commercials No. (deleted). No.
(deleted) and No. (deleted). Film No.
(deleted) would appear to be acceptable
with substantiation of the claim.
"At the same time, we want to go on
record as deploring the derogation of com-
petitors in film commercial No. (deleted).
Pointing out the weaknesses of your com-
petitor's product in order to sell your own,
and emphasizing this (phrase deleted) seems
to suggest the main purpose of your com-
mercial is to disparage your competitors.
"This technique in our view reflects nega-
tively not only on your own product but
is an abuse of advertising tending to destroy
believability in all advertising."
FTC Citation May Hurt
Another "routine" paragraph to the effect
that "derogation" may result in citation from
the FTC was included, with this added:
"With the recent FCC announcement to
all radio and tv stations, holding them re-
sponsible for advertising content and speci-
fying that FTC action on an advertisement
might be weighed against a licensee's re-
newal, we must retain the right to get back
to you requesting a replacement should any
complaints result."
It was this last paragraph that led the
agency to assert that already the govern-
ment's monitoring and FCC-FTC coordina-
tion was hamstringing the advertisers.
Actually, in the contract between adver-
tiser and network, the latter reserves the
right to change any language or content of
the commercial if it deems the advertising
Page 40
April 8, 1957
Broadcasting
Telecasting
IS
on
the
way
to
CHARLOTTE
NORTH CAROLINA
Target date: APRIL 28, 1957
FULL POWER
w s o c
NBC
TELEVISION
ABC
H-R
REPRESENTATIVES, INC
BOMAR LOWRANCE and ASSOCIATES
LARRY WALKER, Exec. Vice Pres.
Broadcasting • Telecasting
GEORGE HENDERSON, Gen. Sales Mgr.
April 8, 1957 • Page 41
ADVERTISERS & AGENCIES
message to be unacceptable for broadcast.
In the bslief that NBC could work out
the matter directly and amicably with the
agency, however, the routine and "friendly"
letter was sent as advice to the client to use
a different technique for his own protection.
Mr. Watson expressed "surprise" that a
routine matter had received so much atten-
tion.
NBC management is final decision maker
on the issue of whether the commercials will
run. As of last week, no action had been
taken.
Agency Group Names Rickard
At 25th Anniversary Meeting
C. H. RICKARD of Noyes & Co., Provi-
dence, R. I., advertising agency, was elected
president of the Continental Advertising
Agency Network at its 25th anniversary
convention in Palo Alto, Calif., last month.
The meeting drew 48 representatives of
agencies in the country-wide affiliation.
Other officers elected:
William H. Horsley (Pacific National
Adv. Agency, Seattle), vice president; Nor-
man Buehling (Fensholt Adv. Agency Inc.,
Chicago), secretary-treasurer; Sidney M.
Weiss (Lewin, Williams & Saylor Inc., New
York) and Andrew Carpenter (Dan B.
Miner Co., Los Angeles), executive board
members. Retiring CAAN President Ward
Olmsted (Olmsted & Foley, Minneapolis)
becomes chairman of the network, an hon-
orary position.
Outgoing Chairman John Arndt (Arndt,
Preston, Chapin, Lamb & Keen Inc., Phila-
delphia) was presented with a gold wrist
watch commemorating his service as a
founder of CAAN, as president for 23
years, and chairman for the last two.
The four-day meeting featured creative
and management sessions [B«T, March 18]
hosted by Long Adv. Inc., San Francisco.
CAAN lists 16 member agencies, billing
more than $50 million, and serving 27
major markets.
New Caldwell Ad Agency
Opens Offices in Chicago
CALDWELL Adv. Inc.. owned by Ben P.
Caldwell Jr., former co-owner of the now
dissolved Van Auken, Ragland & Stevens
agency, has opened quarters in Chicago's
Wrigley Bldg. and has announced a list of
accounts.
Among its accounts Caldwell lists Auto
Specialities Mfg. Co., St. Joseph, Mich.;
Reynolds Metals Co. (aluminum for auto-
mobiles), Louisville, Ky.; Sun Electric Co.
(electronic test, gasoline engine electrical
equipment), Chicago, and Martin Kelly,
Chrysler-Plymouth dealer. Some of these ac-
counts formerly were held by Van Auken,
Ragland & Stevens, Mr. Caldwell noted.
Officials for the new agency are John A.
Malloy, vice president and creative director;
Richard C. Lewis, art director; Dr. Martin
J. Maloney, research director; Lloyd Burl-
ingham, farm specialist; Mary Polein, pro-
duction manager; and Ida E. Wright, de-
sign specialist.
Circus Head Lauds
Tv-Radio Box Power
TELEVISION and radio last week received
credit for substantial increases in box office
sales for Ringling Bros, and Barnum &
Bailey Circus as the "Greatest Show on
Earth" opened Wednesday in New York
for a 40-day run at Madison Square Gar-
den prior to its national tour.
John Ringling North this year stream-
lined the physical operation behind the
scenes and revised the format of the program
itself to take the show "back to the kids."
His "new concept" of circus includes in-
creasing paid radio-tv advertising six-fold.
These media heretofore received only an
"insignificant" portion of the circus ad dol-
lar, most of which went into print.
According to circus veteran Dick Casper,
partner in McKnight Assoc.. New York,
new agency handling the Ringling account,
the results from the new advertising cam-
paign have been immediate. Directed to-
ward children ("each child means three
tickets"), the drive opened two weeks ago
using participations on 1 1 kid shows on six
tv stations and eight disc jockeys on four
radio outlets.
"In three days box office receipts were
running 50% higher than previous years,"
Mr. Casper said. He attributed the increase
to the effectiveness of radio-tv and the im-
pact of personal presentation by the radio-
tv figures.
Scope of the sales job for the Madison
Square Garden stint is seen in fact Ringling
must sell 1.2 million tickets in 40 days or
make a customer out of every 12th person
in the market.
Ringling this year has had double sales
job in view of close of the show prematurely
in Pittsburgh last July. "We have first had
to sell the fact there will be a circus and
then sell tickets," Mr. Casper explained.
Mr. Casper praised network and local sta-
tion "editorial" support and coverage of the
RESULTS of the first radio campaign
in 15 years for Thomas J. Leeming
& Co. are evaluated by (1 to r) Charles
Junod, sales and advertising manager
of Leeming; Gordon Hayes, general
manager, CBS Radio Spot Sales, and
Adlai Hardin, vice president and ac-
count supervisor for William Esty
Co. The sponsor conducted a 13-
market radio saturation campaign for
Silk 'n Satin, Ben Gay and Pacquins.
big show. He noted broadcasters' coopera-
tive spirit recognizing the circus as a news-
worthy historic community institution rather
than commercial venture.
Ringling"s road tour this season will be
extended to at least 40 weeks and will cover
most major markets. Following New York
success, radio-tv will be bought locally,
sometimes in cooperation with local arena
operators since the show is "hard top" this
year rather than canvas. McKnight Assoc.
will coordinate.
Mr. Casper said the circus has not been
hurt at all by exposure of circus acts on tv.
"It only whets the appetite for going to see
the show live," he said.
Lorillard Tests 'Newport'
Cigarette; Revamps Ad Plans
LEWIS GRUBER, president of P. Loril-
lard Co., told the annual stockholders meet-
ing in New York Tuesday that the company
( 1 ) is market testing a new long-size menthol-
cooled filter cigarette named Newport, (2)
has evolved a new sales and advertising
"master plan" and (3) has "reappraised every
phase of our advertising" and begun com-
pletely new campaigns for Old Gold filters
and Kents.
He said the new Newport is being test
marketed "purely as an experiment" and
"whatever we do with this product will in
no way detract from our intense campaign
to improve the position of Old Gold and
Kent cigarettes."
New advertising programs, he stated, in-
clude Old Gold sponsorship of outstanding
Hollywood films (NTA Film Network); large
numbers of new Old Gold and Kent radio
and tv spots; a saturation campaign for Kent
through radio network participation com-
mercials over more than 800 stations — in
addition to the company's major tv net-
work programs, the Jackie Gleason show
and the $64,000 Challenge.
Mr. Gruber said the company's sales and
earnings were both up in the first two
months of 1957 compared to the same period
a year ago. He did not disclose figures but
said the upturn was paced by Kent and Old
Gold filters.
Lennen & Newell, New York, is agency
for Old Gold filters and Young & Rubicam
handles the Kent cigarettes.
Miles Labs Co-Sponsors
ABC-TV's Wednesday Fights
PURCHASE of ABC-TV's Wednesday
Night Fights by Miles Labs Inc. (Alka-Selt-
zer. One-A-Day Brand Vitamins). Elkhart.
Ind., as co-sponsor with the Mennen Co.,
was announced Monday by James W. Beach,
vice president in charge of the network's
central division.
Miles replaces Pabst Brewing Co. effec-
tive June 5, with a 52-week contract placed
through Geoffrey Wade Adv.. Chicago.
Miles' entry in the fight tv picture marks
the start of a new two-year agreement com-
pleted by ABC and the International Box-
ing Club. Miles and Mennen will alternate
rounds of each match.
Page 42 • April 8, 1957
Broadcasting • Telecasting
Famous on the Georgia Scene
STATE CAPITOL of Georgia, near the heart of downtown
Atlanta, capital city and hub of the Southeast's No. 1 market.
Also located in Atlanta and likewise famous on the Georgia
scene is WAGA-TV, the state's leading television station.
With a coverage extending over 60 counties, its tallest tower
and maximum power give WAGA-TV a special place under
the Georgia sun.
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-11 1 Sutter St.
Represented Nationally by THE KATZ AGENCY, Inc.
In the sports world, trophies mean you're in the big time.
In radio, a consistent record of successful selling" is the only big-time "trophy" that shows. And CBS
Radio Spot Sales holds that record. It successfully represents top stations in fourteen major markets!
These stations bring their microphones to many important sports events. And with them come large,
dependable and responsive audiences.
But audiences aren't our only fans. Last year over 200 advertisers went to the Sports fields with CBS
Radio Spot Sales. They advertised everything from cakes and coal to hand lotions, insurance and hardware.
Every product received merchandising assists from the local stations. Every product became a winner.
Get your product up for sale in the big time. If you place your sports orders now for summer, fall or winter
you'll get all the exploitation extras offered by our stations. For details call CBS Radio Spot Sales.
*CBS Radio Spot Sales represents: WCBS, NewYork -WBBM, Chicago • KNX, Los Angeles -WCAU, Philadelphia -WCCO, Minneapolis-St. Paul • WEEI,
Boston • KMOX, St. Louis . KCBS, San Francisco • WBT, Charlotte • WRVA, Richmond • WTOP, Washington • KSL, Salt Lake City • KOL\T, Port-
land, Ore.-WMBR, Jacksonville • Columbia Pacific Radio Network • Columbia New England Radio Network.
CBS RADIO SPOT SALES
ADVERTISERS & AGENCIES
P&G Renews 2 NBC-TV Shows;
S. C. Johnson, Others Sign
NEW advertiser sales and a Procter & Gam-
ble renewal of two programs on NBC-TV
were reported last week.
S. C. Johnson & Son (waxes, polishes and
other products) signed for 52 weeks for
Steve Allen Show (Sundays, 8-9 p.m. EST),
starting July 7, on an alternate week basis.
Needham, Louis & Brorby is Johnson's agen-
cy. NBC-TV also reported a sold out basis
through the end of June for Masquerade
Party (Wednesdays. 8-8:30 p.m. EST) and
renewal by Procter & Gamble of two shows.
The Loretta Young Show and This Is Your
Life for 52 weeks and seen respectively
Sundays (10-10:30 p.m. EST) and Wednes-
days (10-10:30 p.m. EST). ,
The Young program renewal is effective
July 7, the Life contract, Sept. 25. The first
show has been sponsored by P & G for the
past four seasons, and this will make the
fourth year it has been associated with This
Is Your Life — co-sponsor at first and full
sponsorships since April of a year ago.
Benton & Bowles is the P&G agency.
Advertisers now for Masquerade: Asso-
ciated Products Inc. previously announced as
alternate-week sponsor; Beacon Co. (Bea-
con wax), through Mina Lee Simon Adv.
agency, which is sponsoring two programs;
Park & Tilford Distillers Corp. (Tintex),
via Emil Mogul, for three shows, and Kno-
mark Mfg. Co. (Esquire boot polish), also
through Mogul, for three shows.
Midas Enters Network Radio
As ABC News Co-sponsor
MIDAS Muffler Co., making its first use
of network radio, has signed to sponsor
ABC Radio newscasts, it was announced
last week by George Comtois, vice presi-
dent in charge of sales for the ABC Radio
Network.
Campana Sales Co. and Charles E. Hires
Co. also have signed as ABC radio sponsors
and Sterling Drug Inc. has renewed spon-
sorship of My True Story segment, Mr.
Comtois announced.
Midas Muffler will co-sponsor ABC Late
News (Mon.-Fri., 6:30-6:35 p.m. EST)
with R. J. Reynolds Tobacco Co. starting
today (Mon.). Bozell & Jacobs Inc. is
agency.
Campana Sales Co. will sponsor My True
Story (Mon.-Fri., 10-10:30 a.m.) on Mon-
days, 10:20-10:25 a.m. on April 1 and 8,
and Don McNeill's Breakfast Club (Mon.-
Fri., 9-10 a.m.) on Mondays 9:05-9:10
a.m. starting April 15 for Ayds, Italian balm
and Lotion spray. Erwin, Wasey & Co. Inc.
is agency.
Charles E. Hires Co. will co-sponsor the
ABC Late News (Mon.-Fri., 7:55-8 p.m.)
with the R. J. Reynolds Tobacco Co. be-
ginning April 29 through N. W. Ayer &
Son Inc. for Hires root beer.
Sterling Drug Inc., has renewed its spon-
sorship of My True Story segments on
Wednesdays and Fridays, 10:05-10:10 a.m.
for Phillips' milk of magnesia toothpaste.
Dancer-Fitzgerald-Sample Inc. is agency.
B«T PROMOTIONS
FRED FITZGERALD, news editor of
Broadcasting • Telecasting for near-
ly ten years, has been promoted to
senior editor. He joined B«T in Octo-
ber, 1935, and has served the magazine
continuously since then, except for
World War II service in the Air Corps.
Donald V. West, assistant to the
managing editor, succeeds Mr. Fitz-
gerald as news editor. Harold Hop-
kins, assistant editor, becomes associ-
ate editor in charge of copy.
Purpus Sees Radio Upsurge
As Retailers Learn Benefits
A GREAT upsurge in radio advertising by
small retailers was predicted last week by
Rudolph F. Purpus, president of Local
Trademarks Inc., New York, who called
local radio "a medium of the future" and
pointed out more and more retailers are
turning to radio advertising as they learn
how inexpensive, yet effective, it can be.
Speaking to a group of honor advertising
students from 59 colleges and universities
attending the seventh annual Inside Adver-
tising Week in New York, Mr. Purpus
asked, "I wonder if you are conscious of the
re-birth of a medium most of us thought
was on its way out just a few short years
ago?" He noted that while television has
captured the big shows and the public
attention, radio has become the companion
medium, the place for information and
on-the-spot entertainment.
Mr. Purpus cited the number of radios
owned in the nation, especially in auto-
mobiles, showing how these factors make
local stations an excellent medium for local
merchants. "Radio listening patterns have
changed," he said, "and businessmen have
got to be convinced with facts and figures
that the medium is very much alive.
M. S. Lachner to Address
Premium Adv. Assn. Meeting
MARSHALL S. LACHNER. president of
Pabst Brewing Co., will speak at the Pre-
mium Adv. Assn. of America conference
during the National Premium Buyers Ex-
position in Chicago tomorrow (Tuesday),
it has been announced.
Subject of Mr. Lachner's talk will be,
"Plan the Sale When You Plan the Pro-
motion." Other speakers are Ralph O. Nims,
vice president-marketing for Canada Dry
Ginger Ale Inc., and Horace W. R. Barry,
merchandising manager of Nestle's Co. Inc.
The exposition is being held at Navy Pier
today (Monday) through Thursday with
Premium Industry Club awards highlight-
ing the event Wednesday. More than 300
leading manufacturers and suppliers are ex-
pected to participate as exhibitors. Premium
industry is now claimed to be a $2 billion
business.
Monarch, Rayco Announce
Major Spring Spot Drives
TWO major spot announcement spring cam-
paigns get under way this week on behalf of
Monarch Wine Co., Brooklyn, N. Y., and
Rayco Auto Seat Covers Inc., Paterson,
N. J. Emil Mogul Co. is the agency for both
Rayco and Monarch.
Rayco yesterday (Sunday) began the first
phase of a double-barreled radio-tv spot
campaign which by May will blanket 60
top markets via 50 radio and 60 tv stations.
First phase will be on behalf of Orispun
seat covers and Oritex convertible tops and
the second for Vinysan clear plastic seat
covers, starting in early May.
The Mogul agency currently is preparing
three new one-minute and 20-second spot
filmed commercials, to be "educational" in
scope, i.e., telling new car owners of the
practicality of seatcovers, as well as "com-
petitive." By mid-May, the spots will be seen
20 times a week on the 60 stations. The ra-
dio spots, also aired 20 times a week, will
present the familiar "Ride With Pride With
Rayco" theme.
Starting today, Monarch Wine Co. will
enlarge its present radio-tv spot campaign to
approximately 100 tv stations and 200 radio
stations. The figure may vary since addi-
tional buys may be considered. Object is to
gear Manischewitz Wine advertising to the
coming Passover holidays.
Gribbin, Feldman, Rubicam
In Y&R Copy Dept. Posts
SEVERAL changes have been made in the
copy department of Young & Rubicam, New
York, it was announced last week by S. S.
Larmon, president.
George Gribbin, senior vice president,
continues as head of the department, com-
posed of commercial and publication copy
operations. Charles Feldman. director of
commercial copy and production, becomes
copy director and will assist Mr. Gribbin in
over-all responsibility for quality of print
copy and commercials. Harry Rubicam, as-
sociate copy supervisor, has been named
business manager of the department.
Four copy directors have been appointed
and will work with Mr. Gribbin and Mr.
Feldman, dividing among them top copy
responsibilities both in print and commer-
cials. These include Robert Work, who has
been a vice president of Young & Rubicam,
William Colihan, Hanley Norrins and Mary
O'Meara, who have been made vice presi-
dents of the agency.
Tilds & Cantz Sponsors Show
TILDS & CANTZ Advertising, Los Angeles,
has become a sponsor as well as an agency,
buying two quarter-hours a week (Monday
and Thursday, 7:45-8 p.m.) on KABC-FM
Los Angeles on its own behalf. The pro-
gram, American Showcase, features re-
cordings of top broadway show tunes. Com-
mercials tell the story of the role played by
advertising in general, agencies in particular,
in the development of the nation's expanding
economy. Contract began April 1, will run
for an initial 13 weeks.
Page 46 • April 8, 1957
Broadcasting • Telecasting
and
in denver
it's KBTV
channel
First in quarter hour leads or
percentage of audience*... during
the most important time classification.
Sign on to 10:00 P.M. Monday
through Friday
Represented by
Peters, Griffm, Woodward, Inc
•Jan. 1957 ARB
JOHN C. MULLINS, President
1089 Bannock
JOE HEROLD, Station Mana
Dial TAbor 5-6386
Broadcasting • Telecasting
April S, 1957 • Page 47
ADVERTISERS & AGENCIES
Pabst Appoints Dillingham
To Head Hoffman Beverage
APPOINTMENT of William O. Dillingham
as president of Hoffman Beverage Co. was
announced last week by Marshall S. Lach-
ner, president of the parent Pabst Brewing
Co.
Mr. Dillingham continues as executive
vice president of Pabst, succeeding Mr.
Lachner, and will concentrate as fulltime
president "responsible for profitable admin-
istration of sales and production" for the
east coast soft drink firm. Hoffman agency
is Grey Adv. Inc., New York.
Meanwhile, Pabst executives were re-
ported Thursday to be still evaluating pres-
entations for a possible change of agen-
cies, with decision expected this week. Leo
Burnett Co., incumbent agency, is vying
with seven other companies for the $6-7
million account.
Emerson Drug Plans Tv Spots
EMERSON Drug Co. Div., Warner-Lam-
bert Pharmaceutical Co., is understood to
be planning an extensive tv spot campaign
starting in early May on behalf of "Fizzies,"
a new candied tablet which instantly con-
verts a glass of water into a fruit-flavored
drink. Introduction of "Fizzies" will mark
Emerson's first entry into the non-drug field.
The campaign is being handled through
Lennen & Newell, New York.
PM Sponsors 'Mike Wallace'
AFTER months of looking for a suitable
title, ABC-TV and Philip Morris Inc., New
York, have come up with Mike Wallace
Interviews for the new weekly 30-minute
celebrity "cross-examination" show starting
April 28. For Philip Morris Inc., it will
mark a return to network tv after an ab-
sence of several years. It last backed the
/ Love Lucy series on CBS-TV in 1955.
Agency for PM is N. W. Ayer & Son. New
York.
meat" concluded all commercials, each
stressing a different cut of lamb as a good
main dish, and also was used in singing
jingles.
Tidy House Moves to Ludgin
TIDY HOUSE Products Co. has severed a
15-year association with Buchanan Thomas
Adv. Co., Omaha, and moved its $1 million,
five-product account to Earle Ludgin & Co.,
Chicago, effective Aug. 1.
Until recent months a heavy regional ra-
dio advertiser, with about 90% of its budget
in the aural medium, Tidy House currently
divides its budget about 50-50 between
print and broadcast media, it was reported.
Sunbeam Eyes Football, 'Como'
SUNBEAM Corp., Chicago, through Perrin-
Paul Co., confirmed last week it is dickering
with NBC-TV for one-quarter sponsorship
of National Collegiate Athletic Assn. na-
tional and regional football telecasts and
one-third of the Perry Como Show this fall.
The football buy would be similar to last
year's when Sunbeam purchased parts of the
national and regional tv schedules, divided
in 1957 into nine and four games, respec-
tively.
Sunbeam sponsorship of the Como series
comes up for renewal in September, with
likelihood it will buy 16 or 17 one-third
segments on an irregular schedule.
NETWORK NEW BUSINESS
Miller Brewing Co. has purchased half of
new full-hour All Star Golf film series on
ABC-TV, starting Oct. 5. Agency: Mathis-
son & Assoc., Milwaukee.
Mishawaka Rubber & Woolen Mfg. Co.
(women's footwear), Mishawaka, Ind., buys
two weekly five-minute segments of ABC
Radio Don McNeill's Breakfast Club, Mon.-
Fri., 8-9 a.m., for 13 weeks. Agency: Camp-
bell-Mithun Inc., Chicago.
Bridgeport Brass Co. (Good-Aire air re-
fresher, Slug-A-Bug insecticide, Bug Bomb
and other products) has purchased four
weekly segments of When A Girl Marries
(Mon.-Fri., 10:30-10:45 a.m. EST) on ABC
Radio. Agency is Hazard Adv., N. Y.
Sleep-Eze Co., Long Beach, Calif., pur-
chased participations in Mon.-Fri. 8-8:25
p.m. mystery block on Mutual and renewed
national participations in Gabriel Heatter's
newscasts weeknights at 7:30-7:45 p.m. on
same network. Agency: Milton Carlson Co.,
L. A.
Royal McBee Corp., manufacturer of busi-
ness machines, will join Helene Curtis In-
dustries in co-sponsoring three of four
evening programs of Washington Square
series on NBC-TV. Royal will sponsor first
half hour of show on following dates:
Thursday, May 9, 9-10 p.m.; Monday,
May 20, 9:30-10:30 p.m., and Tuesday,
lune 4, 8-9 p.m. In addition to co-sponsor-
ship of three programs, Helene Curtis In-
dustries will sponsor final presentations of
show on June 13, 8-9 p.m. Young & Rubi-
cam, N. Y., is agency for Royal and Earle
Ludgin represents Helene Curtis Industries.
AGENCY APPOINTMENTS
Magnavox Co. reappoints Maxon Inc., Chi-
cago and Detroit, to handle its advertising
account. Maxon handled Magnavox for
about 13 years before account switched in
November 1955 to Foote, Cone & Belding.
N. Y.
Lanolin Plus Inc. appoints John W. Shaw
Adv., Chicago, for its new line of products
in fragrance field.
Genesee Brewing Co., Rochester, N. Y.,
appoints Marschalk & Pratt, N. Y.
Grand Rapids Furniture Makers Guild ap-
points Cunningham & Walsh, Chicago.
William Rankin Dies at 79
FUNERAL services were held Wednesday
at St. Thomas Episcopal Church, New York,
for William H. Rankin, 79, retired advertis-
ing executive, who died March 30 at Wing-
dale, N. Y. Mr Rankin, credited with being
among the first creators of sponsored radio
programming, headed his own agency many
years ago. It serviced, among other accounts,
American Tobacco Co., Goodrich Rubber
Co., General Cigar Co. and Lipton's Tea.
Big Radio Returns for Sheepmen
A SATURATION radio campaign of 30-
second spots on five Los Angeles radio sta-
tions—KBIG, KFAC, KLAC, KMPC and
KPOP — is credited by Hunter & Willhite
Advertising, Los Angeles, for an unprece-
dented demand for all cuts of lamb at prices
which brought sheep growers their largest
dollar return in history. H&W placed the
campaign for the American Sheep Producers
Council, Denver. The theme, "Lamb's your
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,378,000 people in the U. S. over 12 years of age during the
week, March 23-30. This is how they spent their time:*
68.5% (83,829,000) spent 1.795.4 million hours . watching television
54.6% (66,818,000) spent 959.8 million hours listening to radio
81.9% (100,282,000) spent 432.9 million hours reading newspapers
27.5% (33,654,000) spent 160.9 million hours reading magazines
24.8% (30.350,000) spent 283.3 million hours watching movies on tv
23.5% (28.796,000) spent 120.9 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random sample of 7,000
interviews (1,000 each day). Sindlinger's monthly "Activity" report, from which these
weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous
other categories, and shows the duplicated and unduplicated audience between each
specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page 48 • April 8, 1957
Broadcasting • Telecasting
KRON is
Win $F
Broadcasting • Telecasting
April 8, 1957 • Page 49
** HARVEY YOUNG * HAROLD PARISE Jf BOB MacCAUSLAND * JIM HAWKINS * AL KE
ELROY McCAW * VIRGINIA MITTENDORF * BILL WALBRIDGE * HOWARD DAUBEN MEY
* MITTY MITTENDORF * GUY MAIN * BILL WOLAVER * RUSSELL BROWN * FIN HOLLING
GREG VAN CAMP * BOB FERGUSON * RED JENKINS * BLANCHE BARNETT * ROG SHAFF
* * AUGIE MEYER * TOM CHAUNCEY ★ MAC McCREADY * BURTON BISHOP * JOHN SCH!
NEED SMITH * MARTHA EGAN * MARYANNE CASEY * STUFF STUFFLEBAM * MAC McCREAi
* * AL KERR * CHUCK GAY * FRANK CARMAN * HARRY BUTCHER * * JACK CHAPM/
1
JOE GAMBLE * SHIVE SHIVELY ★ ALAN TINDAL
* LEO JYLHA * GUY CORLEY * ALLEN SIMMONS
HART CAMPBELL * UD" DIRKS ★ TOM HENNESSY
* * DAVE MENDELSOHN * JIM WOODRUFF, JR.
RIDLEY BELL * JOE O'DANIEL * FERRIS TRAYLOR
* ROG SHAFFER* BILL WALBRIDGE * lvD" DIRKS
J. B. FUQUA * CHUCK SMITH * ELROY McCAW
* JOHN SCHILE * MARTHA EGAN * CHUCK GAY
COLIN SELPH * BILL PUTNAM * HARVEY YOUNG
To all those stations and the
management personnel wl
have helped us make the pa:
twelve months the biggest an
best in the twenty-one yet
history of our company, we e:
GEORGE 1
★ CHARLIE BELL * CARL FOX * KELLY MADDOX
BOB MOODY * LEO HOWARD * HOWARD DAUBEN MEYER * GUY MAIN * WALTER BRIDGE
it it MORGAN MURPHY it ALLEN WANNAMAKER it FIN HOLLINGER * it FRANK MAYBOR
GARY FERRISE * KARL O. WYLER * ED ALLEN * DEAN SEATON * BETTY HAYTER MILT HAl
it WALTER GRAHAM ★ RUSS RAU * RUSSELL BROWN ★ JOHN MORTON it DICK MONAHA
JOHN SHAHEEN * ART TOLCHIN * LOUIS DRAUGHON * VICTOR KNAUTH * HAROLD VIGU
it WALTER BRIDGES * BILL MURRELL it JOHN SAVAGE * DAN KOPPS it * CARLTON BROW!
MILT GEORGE ★ BURTON BISHOP * VERN FLAMBO * BOB STANFORD * * FRANK SUMRAL
* * GEORGE CLINTON ★ TOM CHAUNCEY ★ HAL MEYERS * MEL WHEELER * LEO HOWAR
JACK McLEAN * WALT DENNIS * ARTHUR DETERS * KARL O. WYLER ★ JIM WOODRUFF, Jf
II
lift •' - • ,•
m M0LLEN * DICK DARBY * HAL MEYERS * HANK WILCOX * JOHN CLARK, JR.
IhN MORTON * GENE FLAHERTY * HARRY BABB * WALTER STILES * GENE CHENAULT *
F:RY BUTCHER * FRANK MAYBORN * FRANK GENTRY * FERRIS TRAYLOR * KELLY MADDOX
mf ALLEN * HAROLD VIGUE * WALTER BROWN * JACK CHAPMAN * LEE GORMAN * *
f iTER COX * FRANK SUMRALL * MARYANNE CASEY * FRANK CARMAN * DOUG MANSHIP
CM MORTON * BERNIE WATERMAN * BETTY HAYTER * STAN MOUSE * TOM HENNESSY *
MORGAN MURPHY* PHIL ALLEN * ED JANSEN * BOB RICH * J. H. BONE *JIM FERGUSON
JOHN SHAHEEN * LEN DAVIS ★ BILL BENNETT *
ED JANSEN * WALTER BROWN * TOM WARNER
KNOX LaRUE ★ * MILT deREYNA, JR. * * * *
WALT DENNIS * MEL WHEELER* HERB WIXSON
GENE FLAHERTY * LEN DAVIS * WADE ALLEY *
TERRY ALLEN * JACK McLEAN * DEAN SEATON
J. H. BONE * GARY FERRISE * DICK MARTIN *
DOUG MANSHIP* FRED BEARD * SQUASH KELLY
HENRY WHITE ** ALLEN WANNAMAKER * *
TOM WARNER * ED ALLEN * * DALE TAYLOR
RB EVANS * LEO JYLHA * HANK WILCOX * LESTER COX * PHIL ALLEN * DAN KOPPS *
^NK GENTRY * FRED BEARD * DAVE MENDELSOHN * VERN FLAMBO * LOUIS DRAUGHON
If; '
jiNE CHENAULT * CARL FOX * GUY CORLEY * STUFF STUFFLEBAM * VICTOR KNAUTH * *
NIE WATERMAN * PETE CAHILL * KEN MORTON * DICK MONAHAN * BOB STANFORD
.IGINIA MITTENDORF * BILL BENNETT * HARRY BABB * BUCK WYLER * ART TOLCHIN *
TTY MITTENDORF * BILL GROVE * ROY CHAPMAN * CARLTON BROWN * JOHN SAVAGE
JED SMITH * BILL MULLEN * BOB MacCAUSLAND * ALLEN SIMMONS * BILL MURRELL * *
AllER GRAHAM * * MILT deREYNA, JR. * BUCK WYLER * ROY CHAPMAN * BILL GROVE
}LT HALL * PETE CAHILL * ALAN TINDAL * BOB RICH * DICK DARBY * RUSS RAU***
'nd a blanket invitation to
tr headquarters (Suite 2200)
the Hilton Sunday April 7th
: rough Thursday April 11th.
OLLINGBERY CO.
San Francisco • Detroit • Atlanta • Seattle
New York • Chicago • Los Angeles
ADVERTISERS & AGENCIES
A&A PEOPLE
Miles C. McKearney, vice president, Foster
& Davies Inc., Cleveland, Ohio, elected
member of board of directors and appointed
to agency's executive committee.
Harry W. Witt, vice president of Calkins
& Holden's L. A. office, to Reach, McClin-
ton & Co. as head of Western office.
Harold E. Wilson, vice president in charge
of sales at Swift & Co., Chicago, placed in
charge of advertising, merchandising serv-
ice, sales planning and consumer packaged
frozen foods.
Sam Fink, art supervisor. Young & Rubi-
cam, N. Y., named vice president and head
of art department in Y & R's Chicago of-
fice, succeeding William Johnston, resigned.
John Malone Jr., vice president-account
supervisor, Roy S. Durstine Inc., and
Michael A. Spano, creative head, J. M.
Korn & Co., Phila., to Don Kemper Co.,
Dayton, Ohio, as vice president and creative
director, respectively.
Frederick C. Bruns, former vice president
and director of Ruthrauff & Ryan, elected
vice president and
chairman of plans
board of Berming-
ham, Castleman &
Pierce, N. Y.
Barbara Bender,
group supervisor,
William Esty Co.,
N. Y., to Grey
Adv., same city,
as copy group
chief.
MR. BRUNS . ^ ^
John F. Coney-
bear, public relations consultant, named
radio-tv director of Edward Gottlieb &
Assoc., N. Y., succeeding Joseph Daly, now
account executive with firm.
Margaret Harrison, Gaymore Co. (book
distributor), to BBDO, N. Y., as assistant to
sales promotion director of marketing de-
partment.
Gale M. Spowers, account executive, Wil-
liam Barber & Co., Colorado Springs, to
Galen E. Broyles Co., Denver, in similar
capacity.
Blair Walliser, N. Y. radio-tv representa-
tive, John W. Shaw Adv., Chicago, named
account executive in addition to his present
duties.
Phil Dexheimer, formerly president and
general manager of KFXM San Bernardino,
has joined Raymond R. Morgan Co., L. A.,
as account executive in charge of service
and development on specific accounts and
broadcast properties.
W. Denning Harvey, account executive,
Kenyon & Eckhardt, N. Y., since 1954, has
been selected a vice president.
FILM
LOEWS TO IRON OUT FILM SALE POLICY
• Vogel to Speak at Chicago
• Problem: Justice Dept. Suit
POLICY on the future of negotiating posi-
tion with stations on its Metro-Goldwyn-
Mayer feature film library was expected to
be formed in Chicago last week by Loew's
Inc. just before the NARTB convention.
The tv problem — directly stemming from
a government suit filed two weeks ago in
New York charging Loew*s Inc. with block-
booking MGM features to tv stations [B»T,
April 1] — is but one policy matter that was
to be worked on by Loew's top executives
in the Chicago meeting.
High point in the meeting actually was
the slated appearance of Loew's President
Joseph R. Vogel who was to outline pro-
duction plans of the motion picture firm
to sales people from all over the U. S.
The Justice Dept. had charged that Loew's
had refused to sell less than the entire pack-
age since it began to sell its backlog of more
than 700 pre- 1948 MGM features to tv
last year, noting that Loew's licensed its
package to many tv stations in many dif-
ferent markets and that the film company
had acquired 25% interests in tv stations as
payment for the features.
As of late Thursday, it was asserted that
Loew's was expecting its MGM-TV division
to be '•selling" features at the convention.
No confirmation of this report was forth-
coming, however.
Up to that time, MGM-TV officially was
holding to a "no comment" position, point-
ing out that the company's lawyers were
studying the Justice Dept. complaint.
Other distributors of major Hollywood
film products took a similar tack, unwilling
to comment or jeopardize their position un-
til their attorneys had fully apprised them
of the details in the Justice Dept. suit and
its possible effects on their operations.
Film buyers questioned generally threw
the shoe back to the distributors feeling that
this was a problem for them and the gov-
ernment to work out. One buyer said his
station (a big user of film product in New
York) would continue to purchase film as it
always has, in packages, per picture or pic-
tures, depending on the "existing situation
and many things at the time."
Though not one of the distributors would
talk "on the record," it generally was in-
dicated that not one of them was block-
booking films as described in the government
allegation, but each of the buyers and dis-
tributors who talked about the suit, empha-
sized the "problem" hinged on "price."
Several representatives of distributors of
feature films reported that the standard
contract gives the station the right to pur-
chase as few pictures as they need or desire.
However, stations insisting on a few pictures
would be required to pay well above the
asking price for the average of a package.
One spokesman claimed that block-book-
ing as applied to the motion picture field
cannot be extended to feature films. He
pointed out that both the station and the
sponsor require continuity of product, so
that a quantity of features is required. Sim-
ilarly, he added, if the feature film sales pol-
icy is construed as block-booking, this same
charge could be applied to syndicated half-
hour films, wherein the station or sponsor
buys in cycles of 13, 26, or 39 weeks.
An independent station spokesman ac-
knowledged that most non-network stations
would prefer to buy only the outstanding
pictures from a library, but realize this is
not realistic from the distributor's point of
view. In any event, most independent opera-
tors are aware that the price for desired
films would skyrocket, if extracted from a
large package.
NTA to Recapitalize
For Added $8 Million
STOCKHOLDERS of National Telefilm
Assoc., New York, last Thursday approved
a plan to raise up to $8 million through
an issue of debentures convertible in com-
mon stock of the corporation.
Shareholders approved resolutions grant-
ing an increase in common shares of NTA
from one million to two million and con-
ferring conversion rights on any notes or
debentures that may be issued up to the
amount of $8 million. It was reported the
company's board of directors would begin
work shortly on details of the debenture
issue. It is expected that Bache & Co., New
York, will underwrite the offering.
Ely A. Landau, NTA president, told
stockholders the financing is needed to
maintain the company's growth potential,
with funds to be used to "retire certain
short-term indebtedness and meet certain
commitments in connection with the ac-
quisition of motion picture product."
Simultaneously with the financing plans,
NTA last week launched the NTA film
network on a "sold-out basis," with Hazel
Bishop Inc., New York, and the Sunbeam
Corp., signing as alternate week sponsors
of the remaining 10% segment of the one
and one-half hour weekly feature film
presentation. Raymond Spector Co., New
York, and Perrin-Paus Co., Chicago, are
the agencies for Hazel Bishop and Sunbeam.
Hazel Bishop and Sunbeam are sponsoring
the programming, Premiere Performance,
on 126 stations. Earlier the Warner-Lambert
Pharmaceutical Co. and P. Lorillard Co.
(Old Golds) had signed for 69% and
30%, respectively, of the weekly program-
ming on 133 stations.
CBS Film Sales Plan Working
A NEW discount structure set up six weeks
ago by CBS Tv Film Sales and called "The
Six Star Plan," which enables stations to
earn a discount up to 50% based on the
number of half-hours per week the station
programs CBS Film shows, has resulted in
sales of over $250,000 since its start,
Thomas Moore, general sales manager of
CBS Film announced last week.
Stations using the plan are KVDO (TV)
Corpus Christi. Tex., WCKT (TV) Miami,
WTVY (TV) Dothan, Ala., WOI-TV Ames,
Iowa, WPIX (TV) New York and WTTG
(TV) Washington.
.Page 52 • April 8, 1957
Broadcasting • Telecasting
...and it's Warner Bros. Television that answers!
Yes, it's the. new Warner Bros. Television office in New York-
planned especially to help you produce better Television
Commercials . . . better Industrial and Special Purpose films.
Here in New York, for the first time, is the short cut to
Warner Bros, know-how, quality, technical and creative ability.
The vast facilities of the world's most modern motion picture
studio as close to you as your own telephone.
Think of it . . . your TV Commercials, your Industrial and
Special Purpose films can make use of Warner Bros, facilities . . .
famous for the finest color in the industry . . . the company
which has developed such processes as the exclusive
new "Ultra-Violet Background Matte," the most important
picture-making contribution in years.
Remember, everything and anything at Warner Bros. California
is available to you at Warner Bros. New York. It's like having
a direct wire to the twenty-one sound stages, the ten miles of streets
and exterior sets, the versatile, imaginative animation, industry
acclaimed sound— all the facilities that have made the name
Warner Bros, synonymous with film leadership!
Joseph D. Lamneck, Warner Bros. Television
321 West 44 Street, New York 36, N. Y.
*ln Chicago, dial Harrison 7-6052
Burton A. Neuburger, Warner Bros. Television
1307 S. Wabash Ave., Chicago 5, III.
Broadcasting • Telecasting
April S, 1957 • Page 53
Take a pencil anc
In each market only one show can rank first,
second*, or third. 18 times 3 equals 54 pos-
sible chances to win, place or show.
*5xcep/ in Chicago, where a
Net. B show lies a Net. C show
Give 3 points to the top show in each
market, 2 points to the second show. 1
point to the third show.
& (0 itid**-
/L
% -
Compare ABC-TV with Nets. B
C in terms of the top five shows
Kit
IfcEfc o%0
5J0;
Try this! Give first place 3 points. Sec-
ond place 3 points! and third place 3
points!
Rate-0 (sounds like Plato) is the exciting TV rating game that's sweep-
ing the industry. Any number can play. If you can add, multiply and
divide, you're ready for Rate-O. Throw Rate-0 parties. Start Rate-0
clubs. It's fun. It's educational. It's the best way to find out exactly how
ABC-TV rates in the eighteen ARB February-rated 3- or 4-channel mar-
kets where all networks have equal or comparable facilities. So, don't
just stand there ... sit down and play Rate-O!
READ THESE SIMPLE RULES:
1 Players must use the latest (Feb.) ARB Reports. If
your figures indicate that ABC-TV's top program rat-
ings on its affiliates beat the other networks' (see
examples at left), you win. If they don't; start over.,
2 Base all arithmetic on these facts: In 8 of the 18
markets, an ABC-TV show has the highest rating. In
7 of them, an ABC-TV show has the second-highest
rating. In five of them, an ABC-TV show has the third-
highest rating. (Networks B and C don't do so well.)
3 Remember: these 18 markets comprise one-third of
the nation-1 1.672.000 TV Homes. ( Very little Rate-0
is played in these markets. People are too busy watch-
ing ABC-TV.)
PLAY FUTURE RATE-O ! This involves higher mathematics
and is based on what's going to happen when ABC-TV's fabulous new
fall line-up hits these ( and many new) markets. Frank Sinatra, Pat Boone,
Mike Wallace, Walt Disney's Zorro, The Real McCoys, Guy Mitchell
and The Californians are all top properties. And they are only part of
ABC-TV's fall line-up. Will ABC-TV have a superb year? It figures!
television network
FILM
Piclear Unit Covers
Scratches on Film
A NEW company, called Piclear Inc., with
headquarters in Mamaroneck, N. Y., was
formed last week by Richard Sassenberg,
traffic manager of RKO Television Inc.,
and others associated with RKO Teleradio.
The firm was organized to market a new
device Mr. Sassenberg has developed to
cover tv film scratches and other impressions
during projection [Closed Circuit, April
1]. Mr. Sassenberg will demonstrate the
unit at the NARTB convention this week.
Basically the unit, which weighs less than
a pound, is a mechanical optical device
that applies or feeds a special fluid on the
film during projection. The fluid evaporates
by the time the film gets to the take-up reel,
but during projection serves to cover im-
perfections on the film. Result is to remove
the effect of scratches — imperfections are
not visible to the eye and the film appears
as originally printed.
The unit is hung on the projector — it can
be attached in five minutes on some pro-
jectors, 1 5 minutes to a half hour on others
— before the threading operation. Accord-
ing to its developer, the unit is simple both
to install and maintain. Normally, a station
would have two units, one for each camera.
The machine ordinarily would use a gallon
of fluid per month.
Mr. Sassenberg, who has had a patent
pending on the device for nearly a year,
asserts that no residue is left on the film
and that the fluid has no effect, that is, it
does not change the film itself or its physi-
cal properties. While WOR-TV New York,
which has been using the attachment since
last December, has used the device on 16
mm projection only, Mr. Sassenberg ob-
serves that the machine unit already is in
development for 35 mm and has been tested.
The company, which will not be associ-
ated with RKO Teleradio but operated in-
dependently, already has arranged for man-
ufacture of units and production of the
compound (fluid). Mr. Sassenberg says the
firm will promise delivery within six weeks
after an order is placed.
'Great Growth' Seen for Movies
If On-Air Pay Tv Authorized
A PERIOD of "great growth" for the motion
picture industry was envisioned last fortnight
by Paul Raibourn, vice president of Para-
mount Pictures Corp., providing that on-
the-air subscription television is approved
and/ or wired tv proves successful.
Mr. Raibourn offered this commentary
during a talk before the New York Society
of Security Analysts on the subject "Is the
Motion Picture Industry A Growth In-
dustry?" Mr. Raibourn claimed that motion
pictures are a "growth industry," but ex-
plained that "certain conditions" must be
corrected to effectuate expansion.
He reported that various research studies
indicate that tv has monopolized the time
of the public because it has proved to be
"very handy, very convenient to a viewer."
He believes that the motion picture industry
Page 56 • April 8, 1957
HAROLD P. SEE (center), general man-
ager of KRON-TV San Francisco,
hands back to Jerry Hyams, syndi-
cate sales director, Screen Gems Inc.,
the contracts he has signed to telecast
the firm's Hollywood Premiere Pa-
rade features on KRON-TV and
KBAK-TV Bakersfield, Calif. Nor-
man Louveau, sales manager of
KRON-TV carries two reels from the
package of 39 features.
should consider making films "more easily
accessible" to patrons. He suggested one
move would be to exhibit "outstanding pic-
tures for lengthy runs," and cited the high
box-office grosses of "Giant," "Around The
World in Eighty Days" and "Ten Com-
mandments," which are booked for long
runs in theaters. He added that "much
greater growth" would result if on-the-air
pay tv is adopted or wired tv catches hold.
Paramount Pictures, through its sub-
sidiary, International Telemeter Corp., an-
nounced two weeks ago that it will sell Tele-
meter equipment to any company interested
in operating closed-circuit toll tv systems
[B«T, March 25]. International Telemeter
has been in the forefront of a campaign for
the adoption of pay television.
Film Producers Told V-Tape
Unsuitable for Commercials
EVALUATION of the present status of
video tape recording presented Tuesday at
the Film Producers Assn. of New York
workshop for advertising executives dis-
closed that video tape is not suitable for
production of television commercials of the
standard required today.
The report on video tape was made for
FPA by James Townsend, Dynamic Films,
New York, before an audience of 500 agen-
cy and film production executives. Mr.
Townsend held out the hope that future
refinements in the process undoubtedly will
make a contribution to the film field. He
said tape at this stage is not capable of han-
dling opticals, superimpositions and other
techniques which must be done with preci-
sion and high technical quality to meet to-
day's requirements.
The workshop also was devoted to screen-
ing of commercials produced by FPA mem-
bers and designed to point up the theme:
"New horizons for the television commer-
cial." Harold Wondsel, president of FPA,
presided at the workshop. Other subjects
covered included photographic techniques,
animation, sound and color.
World-wide Organization
Formed by TPA Sales Staff
ORGANIZATION of a world-wide sales
staff for Television Programs of America,
television film producer and distributor, was
announced Thursday by Milton A. Gordon,
president.
Exclusive sales representatives already
have been named in nine countries. Addi-
tional appointments will be made later this
year in the Far East and Europe.
Already announced is the appointment of
Horace N. Stovin & Co. Ltd., Toronto,
station representative, for exclusive rep-
resentation in Canada for TPA (story page
152). Vincent Melzac, vice president of
TPA International, is now in Canada, where
he will appoint other sales executives in
Montreal and Vancouver.
TPA representatives in countries other
than Canada report to Manny Reiner,
foreign sales manager. The representatives
and the countries in which they represent
TPA sales are as follows:
Enrique Candinai, Mexico; A. L. Garcia,
Brazil; Howard Sunden, Puerto Rico; Isidro
Rosenfeld, Argentina; Rafael Villanueva,
Dominican Republic; Leon Nebel, Peru;
Joseph Novas Jr., Venezuela; Roberto Giron
Lemus, Guatemala; Jacques Brunet, France.
HTS Releasing 27 Movies to Tv
IMMEDIATE release to television of 27
feature motion pictures, with such stars as
John Wayne. Phil Regan, Lloyd Nolan,
James Gleason and Lew Ayres, has been
announced by Earl R. Collins, president of
Hollywood Television Service Inc., a divi-
sion of Republic Pictures.
Programs are now available at all 32 HTS
exchanges across the country, Mr. Collins
said. Called the Hollywood tv "Premiere
Group" package, the collection includes
"Wake of the Red Witch," with John
Wayne; Olsen & Johnson's "All Over
Town," "Manhattan Merry - Go - Round,"
with Phil Regan and Ann Dvorak; "Call
of the Yukon." with Richard Arlen; the
Gleason family in "Money to Burn" and
ten westerns, five starring Don (Red) Berry
and five starring Smiley Burnette.
Commodore Productions
Sues on Tarzan Rights
A $10 million breach-of-contract suit has
been filed by Commodore Productions &
Artists Inc. against Edgar Rice Burroughs
Inc. involving tv rights to Tarzan.
The complaint in California Superior
Court, Los Angeles, says Commodore was
given option to tv rights, if and when of-
fered, by a 1950 contract. When Tarzan
was offered for tv in May 1955, Commo-
dore said, it was only on condition that the
company meet other demands from Sol
Lesser Productions, which produced the mo-
tion picture films.
These demands were not made on anyone
else, Commodore said. Lesser was given
tv rights to Tarzan July 28. 1955, the com-
plaint said. Burroughs currently is suing to
break the 1950 contract, its second such
attempt, having failed to get it ruled invalid
by Los Angeles Superior Court last year.
Broadcasting • Telecasting
Number 1...
by a city block... or a country mile!
Typical of WFAA-820's programming dominance I whether it be metro-
politan or area measurement; is NBC's MONITOR!
The source for audience data is A. C. Nielsen's latest N. S. I. Index,
Dec.. 1956. The measured period is Saturday - 3 to 5 P. M. The projections are
for five 60 second spots within the 2 hour period.
Total Area
Cost per 1000 4 Week Cumu- Cost per 1000
Station
Total Homes and
Cars Reached in
2 Hr. Period
(Total Area)
Homes and Cars
Reached in 2
Hr. Period
(Total Area)
lative audience
(Different Homes
and Ccrs Reached]
(Total Area)
Different Homes
and Cars Reached
in 4 Week Period
(Total Area}
WFAA-820
616,375
.24
1,271,875
.47
Sta. "B" (CBS)
1 39,750
S1.07
326,375
$1.84
Sta. "C" (IND)
93,250
S1.30
231,625
$2.11
Sta. "D" (IND)
85,250
.50
202,500
.84
Dallas
County
Only
Station
Total Homes and Cars
Reached in 2 Hr. Period
(Dallas County Only)
Cost per 1000
Homes and Cars Reached
in 2 Hr. Period
(Dallas County Only)
WFAA-820
312,750
.48
Sta. "B" (CBS)
71,611
SI. 70
Sta. T (IND)
55,380
.77
Sta. "D" (IND)
47,207
S3.18
ask your petryman to show you all the facts!
Radio Services of The Dallas Morning News, Edward Petry & Co., Natl. Representatives
WFAA
SO OOO WATTS
D A
NBC •
5 0 CO WATTS
L L A S
ABC • T Q N
Broadcasting
Telecasting
April 8, 1957 • Page
FILM
Cron Would increase
U.S. Films in Britain
SINCE 1950 the television film industry in
Britain has grossed about $35 million on
business in the U. S., and since the advent
of commercial tv in Great Britain in Octo-
ber 1955 the American film field has grossed
about $3 million in Britain, John Cron, man-
aging director of Screen Gems Ltd., told a
news conference in New York.
Mr. Cron offered these figures in answer
to questions during an interview describing
Screen Gems' activities in the United King-
dom and Continental Europe. He explained
that SG had compiled these figures for Bri-
tain's Independent Television Authority in
an effort to increase the present quota of
"foreign" films (predominantly American)
on British commercial tv. ITA's present
stipulations, Mr. Cron said, are that only
14% of the programming on commercial
outlets can be "foreign."
Mr. Cron hastened to add that Screen
Gems is not miffed at these requirements but
believes an increase to about 30% would be
equitable. He envisioned a profitable United
Kingdom market for the U. S. distributor
within the next few years.
Mr. Cron, who was in New York for a
series of conferences with executives in the
home office, said Screen Gems has been
devoting its overseas activities exclusively
to distribution in Britain and on the con-
tinent up to this time, but now plans to en-
ter production in England. He said a pilot
film of a proposed lvanhoe series is in the
finishing stages, and that he hoped to re-
turn to Britain the first week of April with
approval for two more series.
Paramount's Quarterly Net
Beefed Up by Shorts Sales
PROFITABLE return on the 1,600 short
subjects (shorts and cartoons) sold to tv
more than a year ago by Paramount Pic-
tures Corp. was indicated last week in the
release of fourth quarter (and full year) 1956
earnings figures.
Paramount reported consolidated net
earnings of $1,988,000 for the 1956 quar-
ter representing $1.01 per share. Of this,
85 cents per share came from special items,
principally the sale of the shorts to tv. For
1955's comparable fourth quarter. Para-
mount had earnings of $2,028,000 or 94
cents per share of which only 13 cents per
share was attributed to the sale of its film
product.
The Hollywood major has been the sub-
ject of wide speculation in the tv industry
since it has not as yet released even one of
its features of its huge backlog to television.
The sale of shorts was consummated in
January 1956 for an estimated $3.5 million
to the former U M & M Corp., since pur-
chased by National Telefilm Assoc.
For the year 1956, Paramount reported
consolidated net earnings at about $8,731,-
000, or $4.43 per share on 1,971,316 shares
outstanding.
This compares to $9,708,000 or $4.49
per share on 2,161,716 shares outstanding
in 1955. Again the tv film sale stands out in
the estimate of the per share earning con-
tributed— $2.26 in 1956 compared to 13
cents for the full year of 1955.
Official Films Announces
Annual Cash Dividend Policy
OFFICIAL Films Inc., N. Y., last week
claimed it is the first of the publicly-held
tv film distribution companies to go on an
annual cash dividend basis, in announcing
the adoption of an annual 10 cent dividend
policy. The company's board of directors
voted a semi-annual dividend of five cents
payable June 3 to stockholders of record
April 30.
Harold F. Hackett, president of Official
Films, reported that gross sales for the first
eight months in the fiscal year beginning
July 1, 1956, amounted to $6,368,000, as
compared with $3,538,000 for the corre-
sponding period of the previous fiscal year.
He voiced the opinion that "this will be the
most successful year in Official Films' ex-
panding history and there is every evidence
that the near future will show substantial
growth both in volume and earnings."
Dallas Firm Plans 'Indemnity'
As Its First Film Property
TELEVISION series based on the case his-
tories of noted insurance investigations will
be the first property to be filmed in Dallas,
it was announced last week by Joe Graham,
president of Dallas Film Industries Inc..
newly organized production firm there. [B«T,
March 25].
Titled Indemnity, this original tv property
— which features dramatic inquiries into all
fields of fraud by an insurance lawyer — will
go before the cameras during May.
TCF-TV Begins on New Series
TCF-TV, subsidiary of 20th Century-Fox
Corp., last week began production on the
pilot film of a new half-hour tv film series,
Mother is a Freshman, which will be dis-
tributed nationally by National Telefilm
Assoc., New York.
FILM SALES
ABC Film Syndication, N. Y., reports sales
of Sheena, Queen of the Jungle in Quebec
City, Barrie and Kitchener, all Can.; Pass-
port to Danger and Racket Squad in Quebec
City and films from Kieran's Kaleidoscope
to CBC. Company also reports sales in
Canada during past three years have reached
nearly $500,000.
Ziv Tv Programs, N. Y.. announces it has
sold The New Adventures of Martin Kane,
half-hour tv film series, in more than 50
markets. Series, currently in production in
various cities of Europe, is expected to be
placed on air in several weeks.
Screen Gems, N. Y., announces sale of its
Hollywood Premiere Parade feature film
package in 12 markets. Package contains
39 features from Columbia Pictures' library.
Sterling Television, N. Y., reports sales of
Bowling Time to WITN (TV) Washington,
N. C, WTOK-TV Meridian. Miss., WCYB-
TV Bristol, Va., KBMB-TV Bismarck, N.
D., and KRBC-TV Abilene, Tex.; / Am the
Law to WPTV (TV) West Palm Beach,
Fla., and WITV (TV) Miami; Kings Cross-
roads to WKTV (TV) Utica, N. Y., and
WSPD-TV Toledo. Ohio; Movie Museum
to KHSL-TV Chico, Calif., WWLP (TV)
Springfield, Mass., KXLY-TV Spokane,
KLRJ-TV Las Vegas and WSPD-TV.
Award Tv Corp., Great Neck, N. Y., re-
ports sale of The Jimmy Demaret TV Golf
Show (color tv program) to WVET-TV,
Rochester, N. Y.
Atlantic Television Corp. reports sale of
89-minute feature color cartoon, "Johnny
The Giant Killer," in 11 markets to date,
most recent being KNXT (TV) Los Angeles;
KWK-TV St. Louis; KPIX (TV) San Fran-
cisco, and KTNT-TV Tacoma.
FILM RANDOM SHOTS
Sterling Television Co., Chicago, has
changed its telephone number to Central
6-3305.
Bank of America, N. Y., appoints Frank
Cooper Assoc., same city, to handle literary
properties for radio, tv and dramatic pro-
duction which are held by bank. Properties
include "Countess of Monte Cristo," "Magic
Town," "Magnificent Doll." "Lost Moment"
and "No Minor Vices."
Imperial World Films Inc., Chicago, an-
nounces appointment of A & F Film Corp.,
Montreal, as exclusive distributor and rep-
resentative for its tv wrestling films in
Dominion of Canada.
Gantray-Lawrence Animation Inc., Holly-
wood affiliate of Robert Lawrence Produc-
tions, has moved to 716 N. LaBrea Ave.,
Hollywood, where it will occupy entire
second floor, doubling its studio space. New
facilities include expanded production and
projection space and will allow for expan-
sion of permanent staff.
FILM PEOPLE
Joseph F. Kilmartin, vice president of Cel-
lomatic Corp., N. Y., to Depictorama,
newly organized unit of Depicto Films
Inc., N. Y., as partner and director. De-
pictorama will provide slide films, motion
pictures and visual aids to manufacturers,
trade and professional organizations for
meetings and conventions.
Albert Ostrander, design consultant and art
director for films and legitimate shows, to
Transfilm Corp.. N. Y., as scenic art di-
rector.
Jay L. Schiller, research director of Ather-
ton & Currier Adv., N. Y., named director
of research of NTA Film network.
Herbert B. Leonard, who has been pro-
ducing program series for Screen Gems Inc.
for past two years, signed to new two-year
contract with SG.
Michael Stehney, production manager, Sarra
Inc., to Kling Film Productions. Chicago,
as vice president-executive producer.
Page 58 • April 8, 1957
Broadcasting • Telecasting
max
on
el s
Your product will be a sales-winner in the Prosperous
Piedmont section of North Carolina and Virginia when you
buy WFMY-TV. Why? Because no station or group of stations
delivers the sales wallop in this mighty industrial area of the South as
does WFMY-TV. Call vour H-R-P man todav for details.
50 Prosperous Counties
$2.7 Billion Market
2.1 Million Population
S2.1 Billion Retail Sales
Greensboro
Winston-Salem
Durham
High Point
Solisbury
Reidsville
Chapel Hill
Pinehurst
Southern Pines
Fort Bragg
Sanford
Martinsville, Va.
Danville, Va.
rVFfv\Y-TV...Pied Piper of the Piedmont
'First with five TV in the Coroff'nos"
ujf my-tv
GREENSBORO, N. C.
Represented by
Harrington, Righter & Parsons, Inc.
New York — Chicago — Son Francisco — Atlanta
Basic
Since 1949
Broadcasting • Telecasting
April 8, 1957 • Page 59
THE LEO BURNETT COMPANY IS SOLD ON SPOT AS A BASIC
ADVERTISING MEDIUM FOR ITS CLIENTS.
An agency whose accounts include names like Campbell Soup, Kel-
logg, Philip Morris. Inc. — Marlboro, Pillsbury and Procter & Gamble,
really "knows its apples." And the Leo Burnett Company picks Spot
Radio and Television to help its accounts to healthier harvests in sales.
Here's the way Vice President in Charge of Media Len Matthews
and Media Manager Tom Wright see it: "The Leo Burnett Company
was founded in 1935, and has been recommending Spot broadcastin
as an advertising vehicle to its clients ever since. Twenty-one of th
twenty-three advertisers handled by Burnett* have used Spot, and use
it successfully.
"The most easily traceable successful Spot campaigns are thos
that we place for new products of our many advertisers. We hav
plans that call for continued extensive use of Spot broadcasting ani
we are now evolving some interesting new schedule patterns whicl
will prove exciting in the next few" months."
Looking for n^^^H^^ juicier chunk of your markets? Put in
a call today to
NBC) SPOT SALES
representing these leadership stations
HARTFORD-NEW BRITAIN— WNBC ; NEW YORK— WRCA, WRCA-TV; SCHENECTADY-
4LBANY-TROY— WRCB; PHILADELPHIA— WRCV, WRCV-TV; WASHINGTON— WRC,
WRC-TV; MIAMI— WCKT; BUFFALO— WBUF; CLEVELAND— WHK; LOUISVILLE—
WAVE, WAVE-TV ; CHICAGO— WMAQ, WNBQ ; ST. LOUIS— KSD, KSD-TV ; DENVER
— KOA, KOA-TV; SEATTLE-TACOMA— KOMO, KOMO-TV; LOS ANGELES— KRCA;
PORTLAND, ORE.— KPTV; SAN FRANCISCO— KNBC ; HONOLULU— KCU, KONA-TV.
* American Mineral Spirits Co., Kendall Co.— Bauer & Black and Blue-
Jay Products, Brown Shoe Co. Inc., Campbell Soup Co., Commonwealth
Edison Co., Crane Co., Eastside Brewing Co., Green Giant, Harris Trust,
Hoover. Kellogg Co., Marlboro, Maytag, Motorola, Pabst, Pfizer, Pillsbury
Mills, Procter & Gamble, Pure Oil, Santa Fe, Sugar Infor., Tea Council
Left to right: JOHN W. SETEAR, MEDIA CROUP SUPERVISOR, LEO BURNETT, INC.;
FRED LYONS, NBC SPOT SALES; RICHARD COONS, MEDIA CROUP SUPERVISOR, LEO
BURNETT, INC.; JACK MULHOLLAND, NBC SPOT SALES; LEN MATTHEWS, VICE
PRESIDENT IN CHARCE OF MEDIA, LEO BURNETT, INC.; DR. SEYMOUR BANKS, MAN-
AGER MEDIA RESEARCH, LEO BURNETT, INC. ; FRANK DE ROSA, NBC SPOT SALES;
TOM WRIGHT, MANAGER MEDIA DEPARTMENT, LEO BURNETT, INC.; CUS PFLECER,
MEDIA CROUP SUPERVISOR, LEO BURNETT, INC.; DOUG BURCH, MEDIA CROUP
SUPERVISOR, LEO BURNETT, INC.*
TRADE ASSNS.
A leading cigarette manufacturer buys a thousand
viewers for just 74c on KCRG-TV. (Sure we'll
tell you who.)
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV for Eastern Iowa
The Cedar Rapids Gazette Station
Represented Nationally by Weed Television
* Based on February ARB Survey.
Rippey Elected Chairman
Of AAAA Central Region
ARTHUR G. RIPPEY, managing partner
in Rippey, Henderson, Bucknum & Co..
Denver, has been elected chairman of the
central region of the American Assn. of
Advertising Agencies, it was announced last
week in New York.
James G. Cominos, vice president and tv-
radio director of Needham, Louis & Brorby,
Chicago, was elected vice chairman. Alex-
ander H. Gunn III, vice president of J.
Walter Thompson Co., Chicago, was elected
secretary-treasurer. Arthur L. Decker, senior
vice president of the Buchen Co.. Chicago,
and Larry Wherry, president of Wherry,
Baker & Tilden, Chicago, were elected gov-
ernors.
Mr. Rippey, who has been vice chairman
of the region for the past year, succeeds
L. O. Holmberg, vice president of Compton
Adv., Chicago. Continuing as governors are
F. Strother Cary, vice president of Leo
Burnett Co., Chicago, and Milton H. Reyn-
olds, partner in Allen & Reynolds, Omaha.
The following chairmen of AAAA local
councils in the region, are ex-officio gov-
ernors: Paul C. Harper Jr., vice president of
Needham, Louis & Brorby, Chicago (Chi-
cago council); Warren T. Mithoff, partner
in Mithoff Advertising, El Paso (Southwest
council); Malcolm Sills, vice president of
Ball & Davidson, Denver (Rocky Mountain
council); Maurice L. Hirsch, president of
Hirsch, Tamm & Ullman, St. Louis (St.
Louis council), and Robert W. Stafford, ex-
ecutive vice president of Knox Reeves Inc.,
Minneapolis (Twin City council).
Morton Heads Film Alliance
MAURICE MORTON, vice president of
McCadden Productions, Hollywood, has
been elected president of the Alliance of
Television Film Producers. Archer Zam-
loch, manager of labor relations for Hal
Roach Productions, succeeds Mr. Morton
as secretary-treasurer. Maurice Ungar, Ziv
Television Programs, continues as vice pres-
ident of ATFP. John Zinn, former ATFP
president, has resigned his position as gen-
eral manager of Jack Chertok Productions
to become Alliance's first executive director.
With Brennan-Westgate Productions and Al
Gannaway Productions accepted as mem-
bers. Alliance now includes 19 production
companies.
Pa. Newsmen to Hear Button
ROBERT E. BUTTON, director of U. S.
Information Agency"s Voice of America,
has been announced as keynote speaker at
the annual spring meeting of the Pennsyl-
vania AP Broadcasters Assn. The 75-station
gathering is to be held April 26 in Blooms-
burg, hosted by WHLM there.
Hansen to Talk to Lawyers
ASSISTANT Attorney General Victor R.
Hansen, chief of the Dept. of Justice's anti-
trust division, will be guest speaker at the
April 18 luncheon meeting of the Federal
Communications Bar Assn. at the Willard
Hotel, Washington, it has been announced.
Page 62 • April 8, 1957
Broadcasting • Telecasting
HOZAY TELLS
WHAT EVERY TIME BUYER SHOULD KNOW ABOUT
CALIFORNIA'S
4TH TV
MARK
THE SAN JOSE 4-COUNTY AREA COVERED BY KNTV, SAN JOSE,
IS ALMOST AS BIG AS SAN FRANCISCO
SEE FOR YOURSELF
CONSUMER SPENDING INCOME
POPULATION
HOUSEHOLDS
FOOD SALES
DRUGS
FILLING STATION SALES
"San Jose 4-County
$1,914,243,000
704,200
206,820
234,764,000
26,939,000
76,559,000
San Francisco
$1,920,830,000
787,200
272,430
265,898,000
31,272,000
50,824,000
Santa Clara, Santa Cruz, Monterey, San Benito Source: Standard Rate and Data, March, 1957
SAN JOSE... SO BIG... SO IMPORTANT...
that advertisers no longer depend on San Francisco stations to cover
the extended San Jose area.
Today, sponsors of more than 45 television programs with San Francisco
coverage refuse to risk fringe coverage throughout the
San Jose 4-County Area . . . where almost $2 Billion of Consumer
Income is waiting to be spent. They simply add the San Jose 4-County
Area to their advertising schedule.
ONLY KNTV, SAN JOSE, DELIVERS THE WHOLE 4-COUNTY AREA
LOWER COST-PER-1000
"~l/7r\[
j\aL\L.
LT3
CHANNEL 11
SAN JOSE
National Representative, Weed Television Corporation.
Broadcasting • Telecasting
April 8, 1957
Page 63
LEARNING BEER: In on-the-job training program of Radio Advertising Bureau, Irving
Trachtenburg (1), national account executive, is told about bottling equipment by Anton
Kies, chief brew master of Liebmann Breweries.
LEARNING APPAREL: Model at Sacony
Sportswear shows Patti Thiebaud, of RAB,
how swimsuits are shown retail buyers.
HOW RAB IS PUTTING PREACHING TO PRACTICE
Its own salesmen now are learning their prospects' business
RADIO Advertising Bureau is sending its
account executives to "the school of hard
knocks" — the companies RAB is trying to
sell on the merits of radio.
This on-the-job training is one phase of a
four-point program, detailed last week by
RAB as part of a broader effort to acquaint
its salesmen with the operations and prob-
lems of the various industries the trade
organization services with promotional ma-
terial on behalf of radio. Each of RAB's ten
salesmen has been assigned to a specific field
(such as insurance or jewelry) and, in addi-
tion to on-the-job training, the individual
salesmen will have opportunity to partic-
ipate in product field research, extensive
trade publication reading in his particular
specialty and attendance at industry con-
ventions.
RAB's first salesman to "go to school"
was C. L. Richards, according to Kevin
Sweeney, RAB president. Mr. Richards' as-
signment, starting the first of the year, was
the Prudential Life Insurance Co., in New
York. He made the rounds with one of Pru-
dential's top salesmen, spent time in agents'
offices and attended weekly sales meetings.
(An amusing sidelight reported by RAB was
that Mr. Richards became so engrossed in
the learning process that he bought another
life insurance policy.)
Other RAB sales executives, according to
Mr. Sweeney, presently are undergoing sim-
ilar training in the food, investment, brewing
and women's apparel fields. Plans call for
similar schooling in every industry in which
RAB services accounts. During their train-
ing program, salesmen will have the oppor-
tunity to sit in on product research in the
expectation that such experience will
sharpen the trainees' perspective as to how
radio advertising best can serve the sales
needs of the various products.
In phase three, the RAB salesman will
receive home subscription copies of the
leading trade publications serving his in-
dustry. This activity is designed to keep the
RAB staffer acquainted with developments
in his assigned field and help teach him the
nomenclature sometimes peculiar to certain
industries.
The final step is attendance at his indus-
try's national or regional conventions. Mr.
Sweeney believes that RAB salesmen will
become acquainted with key figures in a
particular field at conventions and also will
benefit by listening to several days of "shop
talk" and viewing exhibits of the latest de-
velopments in the industry.
RAB also has developed two additional
sales aids to support this specialized training.
The first is an extensive file on many major
American business organizations, contain-
ing a history of the individual company;
copies of many of the firm's media ads that
can be assembled on a continuous basis;
information obtained from the sales report
of RAB salesmen who have called on the
firm.
The other tool is a kit of tape recording
and slide projector equipment used by each
salesman in making presentations.
LEARNING FINANCE: Vincent
Riso (1), of RAB, trained at
Merrill Lynch, Pierce, Fenner
& Beane, New York.
LEARNING FOOD: Charles B.
Maxwell (1), of RAB, studied
recipes with home economist in
test kitchen of Best Foods.
LEARNING INSURANCE: C. L. Richards (second from right),
RAB, trained with New York agents of Prudential Insurance. He
became so bewitched by exposure to such salesmen as Al Gur-
man (r) that he bought new life insurance policy.
Page 64
April 8, 1957
Broadcasting
Telecasting
Working together
for greater
coverage!
TWO TOP CBS radio stations
TWO BIG southwest markets
ONE LOW combination rate
KWFT and KLYN work back-to-
back (and on the sides, too) in TWO
big markets to give you twice the cover-
age at one low combination rate. For
availabilities and rates, write, wire or
phone our representatives.
KWFT
KLYN
The KENYON BROWN stations
Now under one ownership and management
National Representatives
JOHN BLAIR & CO.
WICHITA FALLS,
TEXAS
620 KC • 5000 Watts
AMARILLO,
TEXAS
940 KC • 1000 Watts
Broadcasting • Telecasting
April 8, 1957 • Pa
they loved us in
Milwaukee
We're still blushing. In a recent survey in Milwaukee,
the "Scklitz Saturday Night Theatre," showing Warner
Bros, pictures distributed by A. A. P., led the competition
with an average of a 70c/c share of the total audience
over a three week period.
J. Walter Thompson — agency for Schlitz Beer —
conducted the survey to measure the audience appeal of
the features of four major film companies, all shown
concurrently on Saturday nights on four competing
stations. The survey totalled 1200 phone calls on the
nights of January 12th, 19th, and February 9th.
With an average of 77.39c sets in use in the hour-and-
a-half time period, Warner Bros, features on WTMJ-TV
averaged a rating of 54.1 for the three dates, against
1 1.1, 8.8, and 3.4 for the major film company features
shown on the three competing stations.
The good people of Milwaukee are pretty much the
same as audiences anywhere. To capture audience and
advertiser alike in your area, write or phone :
A SOLID HIT
*
RED SOX WEEK-END GAMES
ON CHANNEL SIX
WCSH-TV is privileged and pleased to telecast in
its fourth summer season 30 Saturday and Sunday
games of New England's only major league team,
for baseball lovers of Maine and eastern New
Hampshire. . . . April 20 through September 29
sponsored again by
NARRAGANSETT Beer and Ale
CHESTERFIELD Cigarettes
WCSH-TV
PORTLAND, MAINE
channel
Affiliate
WEED - TELEVISION
Representatives
PROGRAM SERVICES
Toll Tv Firms' Stock
Rising, Study Shows
STOCK movements of corporations asso-
ciated with subscription tv companies since
the beginning of the year show a gradual
upward trend in the prices of traded stock,
a B«T analysis shows.
There is no evidence to support the belief
that increased trading resulted directly from
a more optimistic attitude by government
and industry toward action on pay tv. In the
past several weeks, however, coincident with
expanded discussion on toll tv, stocks of
Skiatron Electronics & Television Corp.,
Paramount Pictures Corp., and Zenith Ra-
dio Corp., generally have shown marked
increases.
Skiatron, developers of the "Subscriber-
Vision" system of pay tv (traded on the
American Stock Exchange) hovered around
3Vs -3% for the first six weeks of 1957 and
on Feb. 26 rose to 4. On March 26 it jumped
to AVa and last Thursday closed at 43A .
Zenith, which is proposing "Phonevision,"
closed last Thursday on the New York
Stock Exchange at 110%. On March 27 it
closed at 101 Vi. From January, through
the end of February, Zenith stock had
ranged from 92-98.
Paramount Pictures, whose toll tv sub-
sidiary is the International Telemeter Corp.,
remained generally between 29-30 the first
two months of this year. It jumped to 323/4
on March 5, 3 3 14 on March 26 and closed
last Thursday at 34Vi .
KRLD-TV Asks Permit
For Wired Toll Tv
FIRST tv entity to move into the burgeoning
wired subscription television field is the
Dallas Times-Herald's KRLD-TV. The ch.
4, CBS outlet has asked the Dallas City
Council for permission to string lines on
utility poles to furnish pay tv entertainment
to the city's tv set owners. It is one of six
applicants for non-exclusive authority in
Dallas.
Purpose of the move, according to Clyde
W. Rembert, president of KRLD Radio
Corp., is to protect the position of the tv
station in case wired pay tv should prove
practical. "If anyone is going to put a pic-
ture on television sets in Dallas, we want to
be on the inside of such a project, not on
the outside," Mr. Rembert said Thursday.
The KRLD application covers Dallas and
suburbs Highland Park and University Park.
Other applicants for Dallas closed circuit
fee tv authorization are Interstate Theatres
Inc., an American Broadcasting-Paramount
Theatres Inc. subsidiary, and Rowley United
Inc., a southwest theatre chain.
Mr. Rembert said KRLD was still as
opposed as ever to the use of broadcast
channels for pay tv.
It was recalled that even RCA, whose
Gen. David Sarnoff has been outspoken in
his opposition to pay tv broadcast over the
air, is the holder of a patent for a "scram-
bled" television system.
Meanwhile, these other wired pay tv ac-
tivities have taken place:
• FCC had to postpone its second go-
Page 68 • April 8, 1957
Broadcasting • Telecasting
WGR
TV
WGR-TV
WGR-TV
WGR-TV
2
PERSONALITY
+ PUSH . . .
IF You're looking for Sales
Want your advertising Merchandised
Want that added "push"
Want your message Professionally Presented
Like to do business with Friendly People
Then you need. . .
WGR-TV
CHANNEL
BUFFALO
Not the oldest . . . but the Leader in the Nation's
14th Largest Sales Area.
Basic affiliate of ABC —America's Fastest Growing
. . . Most Exciting Network.
Representatives :
PETERS, GRIFFIN, WOODWARD, Inc.
<;VV
News
WGR-TV
WGR-TV
CM WW El
Broadcasting • Telecasting
April S, 1957 • Page 69
GOVERNMENT
CIVIL DEFENSE HEAD DENIES PLANS
TO SEIZE RADIO-TV IN EMERGENCY
• Peterson says such action would be self-defeating
• Statement comes as many take new look at Conelrad
PROGRAMS & PROMOTIONS
round on subscription tv, scheduled for last
Tuesday, due to the absence of Comr. Doer-
fer. No date has been set for the resump-
tion of Commission consideration of this
controversial subject. The FCC grappled
with pay-tv two weeks ago [B«T, April 1].
• Video Independent Theatres Inc., which
instituted the first wired pay tv project, in
Bartlesville, Okla., has placed a $50,000
order with National Theatre Supply Co. for
General Precision lab tv camera and film
projection equipment. The Bartlesville pro-
gram is scheduled to start early this summer.
• Motion picture exhibitor circles are ex-
ploring the idea of joining forces with com-
munity television systems to feed home
movies to subscribers. There are close to
400 antenna systems in operation but most
of them are in small communities.
• Applications are pending, or in some
cases have been approved by city councils,
in the following cities as far as can be de-
termined: Little Rock and North Little
Rock, Ark., Rowley United, Frontier Thea-
tres and Midwest Video Inc. (community tv
operator); Carlsbad, N. M., Rowley and
Frontier; Shawnee, Okla., Video Independ-
ent; Oklahoma City, Video Independent;
Meridian Miss., A. L. Royal, local exhibitor;
Austin, Tex., Midwest Video.
TelePrompTer Income Up 114%
For 1956 Over 1955 Figures
STOCKHOLDERS of TelePrompTer Corp.,
New York, learned from the firm's annual
report that net income increased 114% dur-
ing 1956, from $96,743 in 1955 to $206,841
last year. Earnings from this period equalled
$1.45 a share.
In a letter accompanying the report, Ir-
ving B. Kahn, TelePrompTer chairman and
president, said the company "now has
reached a stage of solid growth." Gross rev-
enues in 1956 were up for the sixth succes-
sive year, climbing 47% during the past
year, from $1,215,559 in 1955 to $1,784,-
607.
Mr. Kahn's letter described growth of
TelePrompTer's Group Communications
Div. formed in December 1956 to coordinate
expanded closed-circuit tv and staging serv-
ices. The corporation's current assets were
listed at $683,239 against $465,204 in 1955,
current liabilities at $179,750 against $526,-
823 a year ago.
Keeshan-Miller Show on Market;
ABC-TV Negotiations Called Off
KEESHAN-MILLER Enterprises Corp.,
New York production firm packaging the
early morning Captain Kangaroo on CBS-
TV, is planning to offer a new live show
package labeled Scramble to the market
after withdrawing its offer from ABC-TV
which had been in active negotiation for
the package. K-M said it would not go
along with ABC-TV's desire for a year-long
option on the property.
Scramble is adapted from the "Hail the
Champ" package, to which K-M acquired
rights after the show's success on midwest
regional networks. It has a stunt format in
which parents and children vie against each
other.
THE Federal Civil Defense Administration
has no intention of taking over broadcast
stations in the event of emergency, Civil
Defense Administrator Val Peterson told
B«T last week. The statement was ex-
pressed to correct what Mr. Peterson called
statements attributed to him based on his
testimony before the Independent Offices
Subcommittee of the House Appropriations
Committee released March 11.
The "taking over of broadcast stations,"
Mr. Peterson said, was a "figure of speech"
and lifted out of context. Seizure of broad-
casting facilities — which the President has
the power to do under emergency war
powers — would not only be unnecessary,
Mr. Peterson emphasized, but would be
self-defeating. "It would destroy the one
factor we would desperately need in restor-
ing public morale after an attack — namely,
confidence," Mr. Peterson said.
"It is my view," he continued, "that the
minute a government is forced to resort to
seizure in order to communicate with the
people in a national emergency, it has al-
ready lost the war. Public confidence and
restoration of morale are best attained
through our free press and radio, and other
private media of communication which the
people instinctively know and trust."
Acknowledging recurring complaints
that the Conelrad program is not the op-
timum for civil defense — that it is primarily
a military objective to deny navigational
aids to attacking enemy planes — Mr. Peter-
son spoke out in support of the system.
Efforts to improve Conelrad, in order to
more effectively use broadcast stations for
the dissemination of civil defense informa-
tion, have been a joint program in co-
operation with the Dept. of Defense and the
FCC, he said.
"On several occasions," Mr. Peterson said,
"I have publicly commended the broadcast-
ing industry, not only for the substantial
financial investment it has made in Conel-
rad but for its spirit of public service in
helping solve technical difficulties and in
assisting us in working out effective pro-
gramming for an emergency period."
Basic complaint of civil defense officials
is the 10-30 minute period between the
time all broadcasting stations leave the air
and the return to the air on 640 kc or 1240
kc of standard broadcast stations — operating
at low powers, in clusters with intermittent
signal transmission. The low power cuts the
range of signals, is the civil defense com-
plaint. Fm and tv stations would remain
off the air during the emergency period.
A resolution calling on the Dept. of De-
fense and the FCC to drastically revise the
Conelrad operation was passed by the Assn.
of State Civil Defense Directors of the
Southeast, meeting recently in Miami, Fla.
The civil defense leaders of seven south-
eastern states and Puerto Rico pointed out
that it was more important to keep the
public informed during an air attack than
it was to deny what it called the little navi-
gation aid the enemy might gain.
And in California, a plan to leap-frog
the delay in putting Conelrad into opera-
tion has been incorporated in a bill sub-
mitted to the California state legislature.
About three years ago the Southern Cali-
fornia Broadcasters Assn. began to study
the problems posed to broadcasters by civil
defense in general and Conelrad in partic-
ular, Maurie Webster, director of operations
of KNX Los Angeles and the Columbia
Pacific Radio Network; civil defense chair-
man of SCBA and chairman of the Gov-
ernor's Advisory Committee on Public In-
formation for Civil Defense, said last week.
"No one who knows anything about
Conelrad would claim it is a perfect sys-
tem," Mr. Webster said, "but so far no
one has come up with anything better and
until that happens, or until there is positive
proof that broadcast signals would not be
used to guide enemy planes or guided mis-
siles to their targets, the only thing to do is
to make Conelrad as efficient as we can."
Delay Major Problem
The delay in setting Conelrad into motion
is the major problem, with a dozen or more
complex operations to be performed, each
at its proper time and in the right sequence,
and all at a time of crisis, leading competent
engineers to estimate that from 10 to 30
minutes might elapse before a cluster of
three or more stations could operate. The
aim of SCBA is to make Conelrad much like
the telephone company's emergency plan-
ning, which calls for each man to make only
one move, to throw just one switch, before
moving to safer territory, Mr. Webster said.
The proposal is a three-point plan, which
Mr. Webster has outlined as follows:
"1. Every station which is voluntarily in
Conelrad should be equipped with an auto-
matic sign-off unit. The engineer, by pressing
one button, starts automatic equipment
which controls the full sign-off, including
the recorded sign-off announcement, with
Civil Defense instructions. Thus these sta-
tions will be able to get back on the air at
640 or 1240 kc more rapidly.
"2. As many stations as possible should
be set up with automatic equipment for re-
tuning to 640 or 1240 and return to the air
on proper power. The FCC states they have
supervised installation of automatic controls
on more than 25 stations of 50 kw power,
and have encountered no major problems.
(This in connection with a special program
for the Air Force.)
"Nevertheless, if this proves impossible in
certain stations, we propose installation of
5 kw fix-tuned standby transmitters of ade-
Page 70 • April 8, 1957
Broadcasting • Telecasting
I-N-C-R-E-A-S-I-N-G-L-Y the
Radio Station in Houston is
SHARE OF AUDIENCE
Hooper: Jan.
-March, 1957
Monday
thru Friday
Monday
thru
:riday
7 A.M.-
— 12 Noon
1 2 Noon — 6
P.M.
K-NUZ
27.8
K-NUZ
36.5
Net. Sta.
"A" — 9.3
Net. Sta.
"A"
— 12.6
Net. Sta.
"B" — 10.1
Net. Sta.
"B"
— 4.3
Net. Sta.
"C" — 11.9
Net. Sta.
"C"
— 9.3
Net. Sta.
"D" — 16.3
Net. Sta.
"D"
— 7.4
Ind. Sta.
"A" — 5.7
Ind. Sta.
"A"
— 4.9
Ind. Sta.
"B" — 3.4
Ind. Sta.
"B"
— 7.8
Ind. Sta.
"C" — 7.5
Ind. Sta.
"C"
— 7.8
Take your choice . . . Hooper, Pulse, Niel-
sen and Cumulative Pulse ALL AGREE
K-NUZ is No. I in HOUSTON!
In Houston the swing is to RADIO ... and Radio in Houston is .
HOUSTON'S 24 HOUR
National Reps.: FORJOE & CO. —
New York ■* Chicago • Los Angeles •
San Francisco • Philadelphia • Seattle
MUSIC AND NEWS
Southern Reps.:
CLARKE BROWN CO.—
Dallas • New Orleans • Atlanta
IN HOUSTON, CALL DAVE MORRIS, JAckson 3-2581
GOVERNMENT
quate fidelity (probably on 640 kc) which
would be automatically controlled. First
installations would be made in metropolitan
centers (Los Angeles. San Francisco, San
Diego. Sacramento. Fresno), then other
clusters would be equipped (there are 12 in
California) and finally on-off stations would
be equipped as funds permit.
"3. Each cluster key station would be set
up with an electronic distributor unit similar
to the one in Los Angeles. Without moving
parts, it automatically switches the program
from station to station, as prescribed. The
switch will be made only during a pause in
the program, and the unit monitors each
station, so that if one fails to come on
promptly, it will switch to the next."
The bill now pending in California calls
for the state to appropriate $100,000 for
these purposes, provided FCDA matches
this amount, Mr. Webster said.
Meanwhile, the statewide civil defense
organization has arranged for the procure-
ment of generators for stations which are
members of Conelrad clusters at a cost of
about $10 per kilowatt, he said. He added
that very few California stations have aux-
iliary power supplies at present.
Five Applications Filed
For New Video Stations
FIVE applications for new tv stations were
filed with the FCC last week. They include:
Ch. 34 Globe, Ariz. — By Gila Broadcast-
ing Co., which owns five Arizona am sta-
tions. L. F. Long is president-50% owner of
Gila.
Ch. 1 1 Coos Bay, Ore. — By the owners
of KVAL-TV Eugene, Ore., to rebroadcast
the programs of that station. Applicant,
principally owned by C. H. Fisher (who
owns several other Oregon and Washington
stations), proposes no local studios at the
outset.
Ch. 25 Kennewick, Wash. — By Columbia
River Tv Co. (including eight stockholders
headed by Stuart Nathanson, former KEPR-
TV Pasco, Wash., producer-director).
Ch. 6 Nampa, Idaho — By Radio Boise
Inc. (Roger L. Hagadone). Mr. Hagadone
owns KYME Boise and holds a cp for KELL
Kellogg, Idaho.
Ch. 13 Aguadilla, P. R. — By Hector
Reichard, who owns WABA Aguadilla.
FCC Asks Ideas on Tv Shifts
FCC last week invited comments on three
proposed channel shifts. Duhamel Enter-
prises Inc., Rapid City, S. D.. has proposed
substitution of ch. 4 for ch. 8 in Hay
Springs, Neb., with ch. 9 replacing ch. 4 in
North Platte, Neb. Comments are due
May 1.
WNYT-TV (ch. 59) Buffalo. N. Y., asked
that ch. 29 be allocated to Buffalo in lieu
of ch. 59. The Commission asked for com-
ments on this proposal by April 15. In a final
action, the FCC shifted ch. 9 from Rome,
Ga., to Chattanooga, Tenn., and ordered
modification of WROM-TV Rome cp to
specify Chattanooga.
Page 72 • April 8, 1957
Broadcasting • Telecasting
GET THERE FROM HERE!
MACON
and
MIDDLE GEORGIA'S MILLION PEOPLE
variable By Plane, Train, Boat, Automobile
or
WMAZ --•
WMAZ »-
* CBS— 10,000 WATTS— 940 KC—
* * CHANNEL 13— ALL NETWORKS
April 8, 1957 • Pa
DEIIMTERMIXTURE: MORE ADD TO THE PLOT
FCC last week continued to receive pro-
tests and counter-proposals against its
deintermixture actions announced March 1
and March 15 [B»T, April 1 et seq].
In an elaborate protest, General Electric
(licensee of ch. 6 WRGB (TV) Schenectady,
N. Y.) hit the Commission's action on 18
different counts in shifting ch. 6 to Syracuse,
N. Y., and a later proposal to put that
facility in New Haven. Conn. GE charged,
among other things, that the hearing which
the Commission proposes is a "sham"; that
the shift of ch. 6 was illegal; that GE was
given no notice of the proposal to delete
ch. 6; that important considerations were
ignored, and that the action was arbitrary
and capricious.
GE asked the Commission to rescind, re-
voke, annul and set aside all parts of its
order relating to WRGB.
Ch. 41 WCDA (TV) Albany, N. Y.,
asked for a rehearing and a stay of the
order deleting ch. 10 from Vail Mills (Al-
bany), N. Y., pending final determination
of the Schenectady ch. 6 assignment. Fol-
lowing a request by WCDA, ch. 10 was al-
located to Vail Mills as a "drop-in" in No-
vember 1955.
Ch. 18 WLEX-TV Lexington, Ky., pe-
titioned the Commission to reconsider its
action in shifting ch. 7 from Evansville,
Ind. (on-air: WTVW [TV]), to Louisville,
Ky. The station asked for a rehearing,
claiming the Commission did not have
authority to take this action without rule-
making. WTVW, two weeks ago, vigorously
attacked the move in three separate filings
[At Deadline, April 1],
With the reallocation of ch. 2 from
Springfield, 111., to St. Louis and Terre
Haute, Ind., ch. 59 WFAM-TV Lafayette,
Ind., asked that ch. 10 Terre Haute be re-
allocated to Lafayette. WFAM-TV claimed
that Terre Haute could not support two
vhf stations in the face of competition from
three Indianapolis stations whose signals,
it said, cover Terre Haute.
Ch. 10 WTHI-TV Terre Haute, which
has applied for the newly-assigned ch. 2,
protested the temporary use of ch. 2 by
KTVI (TV). WTHI-TV claimed that
KTVTs transmitter site does not meet
the minimum mileage separation from
Terre Haute.
The Assn. of Maximum Service Tele-
casters hit KTVI's operation on ch. 2 for
the same reason. AMST said it was con-
cerned solely with maintaining minimum
mileage separations and was taking no
stand on the Commission's other deinter-
mixture actions. "Their compromise [mileage
separations] at this time, when adequate
and reliable technical information is lack-
ing but is being developed by a compre-
hensive, industry-wide effort [through
TASO], would, we feel, be a most serious
mistake," AMST stated.
Still fighting against the Commission's
action in granting KTVI temporary per-
mission to operate on St. Louis' ch. 2 was
Louisiana Purchase Co. Last Thursday, an
appeal for a stay was denied by the U. S.
Court of Appeals in Washington. Two
weeks ago it had lost a motion before the
same court for a writ of mandamus to force
the Commission to hold up its KTVI action.
Today, Monday, in federal court in St.
Paul, Minn., Louisiana Purchase Co. and
Cape Girardeau Television Co. will argue a
new appeal for a stay against the Commis-
sion's KTVI action. Cape Girardeau is a
petitioner before the FCC to move ch.
2 from Springfield, 111., to that Missouri
city, instead of to St. Louis.
Ch. 39 WTVO (TV) Rockford, 111., peti-
tioned for reconsideration of the FCC de-
cision not to remove ch. 3 from Madison,
Wis., and reassign it to Rockford. WTVO
said that this action was in "stark contrast"
to other deintermixture moves taken by the
FCC.
A second protest against the Madison
decision was filed by ch. 27 WKOW-TV
that city. The uhf station also cited the Com-
mission's "inconsistency" and asked that
Madison's educational reservation be
changed from ch. 21 to ch. 3 or that the
vhf channel be reallocated to Rockford.
WISC-TV operates on ch. 3 in Madison.
Engineering considerations was the basis
of a request by ch. 8 KRNT-TV Des Moines
for reconsideration of the shift of ch. 8
Peoria, 111., to Rock Island, 111. -Davenport,
Iowa. The action freezes KRNT-TV to its
present antenna height and transmitter loca-
tion, the protest stated, because of the re-
quired mileage separation. Davenport is 156
miles from Des Moines; a 190 mile mini-
mum separation is required in that zone.
ABC and three individuals went along
with FCC action in deleting ch. 12 (KFRE-
TV) in Fresno, Calif., but opposed its re-
allocation to Santa Barbara, Calif. ABC
contends the channel should be reassigned
to Bakersfield, Calif., while Fred M. Hall.
Sidney M. Held and Carroll R. Hauser told
the FCC the vhf facility could best be uti-
lized in Ventura-Oxnard, Calif. KFRE-TV
has not replied to the Commission.
Examiner Recommends Alkek
For Ch. 19, Victoria, Tex.
ALBERT B. ALKEK was recommended
for a new tv station to operate on ch. 19
in Victoria, Tex., in an initial decision re-
leased last week by FCC Hearing Examiner
Millard F. French. Mr. Alkek, who owns
KNAL Victoria, proposes a power of 20
kw with antenna 332 ft. above average
terrain for the ch. 19 station.
A second applicant for the channel,
O. L. Nelms, withdrew his application late
in February, leaving Mr. Alkek as the sole
remaining applicant. Mr. Helms holds cps
for ch. 19 KNBT-TV Brownwood, Tex.,
ch. 12 KAMT-TV Alpine, Tex., and ch. 9
KLOF-TV Flagstaff, Ariz.
In a second initial decision, Examiner
J. D. Bond recommended that the daytime
power of KTBB Tyler, Tex., be increased
from 500 w to 1 kw (with nighttime power
to remain at 500 w) on 600 kc. The applica-
tion was scheduled for hearing to determine
what interference the power increase would
cause to KTBC (590 kc, 5 kw day, 1 kw
night) Austin, Tex. KTBC stated that it had
no objection to the power increase of KTBB
and the examiner ruled that the need for
the new service proposed by KTBB out-
weighed the coverage that would be lost by
KTBC.
FCC Ruled Once on Arguments
By KIVA (TV), KYAT (TV) Says
WRATHER-ALVAREZ Broadcasting Co.
(ch. 13 KYAT [TV] Yuma, Ariz.) told the
FCC last week that arguments presented
by KIVA (TV) Yuma [B»T, March 25]
against the proposed move of ch. 13 to El
Centro Calif., were heard and ruled on by
the Commission in a protest hearing on
the original grant to Wrather-Alvarez.
"Every responsible and diligent effort"
has been made to find a site for the Yuma
station's transmitter. Wrather-Alvarez said,
and there is no foundation for KIVA's
charge that KYAT has made no study of
the Yuma programming needs. The petition
contended that the KYAT charges that
Wrather-Alvarez has no intention of building
a Yuma station are "false and misleading."
The FCC, on March 27 [B«T, April 1].
asked for comments on the proposal to re-
allocate ch. 13 to El Centro.
Page 74 • April 8, 1957
Broadcasting • Telecasting
Picture Ahead!
Brainstorm as you go.
Once upon time there was an advertising agency
brainstorming like a mistral in a French Ph.D.
factory.
"What," said the a.e., "can we do to open some
accounts for good old XYZ Bank, our client for all
these wonderful years?"
Give away money," said a copywriter.
Too expensive," said the a.e.
"Gong!" rang the presiding officer. "That's nega-
tive. No judicial judgment here. No killer phrases.
No stop lights. Give it the old green."
That's what I said," said the copywriter.
A finger snapped. "Hitch-hike," cried the art di-
rector. "Give away something valuable that isn't
money — like cameras."
"On WMT," said the WMT salesman, hiding
under the table in the conference room.
So they gave away cameras — and to this very
day they dont knoiv ivho suggested WMT.
Moral : If you want to sell time, get under the con-
ference table when a brainstorming session is going
on. They cain't say no.
Hitch-hike to the moral: Cameras worked fine on
WMT. Cheaper than money, too.
Hitch-hike to the hitch-hike: WMT has more total
audience in its 34 county area than all other radio
stations in the area combined. (Pulse)
WMT
CBS Radio for Eastern Iowa
National Reps: The Katz Agency
Broadcasting
Telecasting
April 8, 1957
Page 75
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GOVERNMENT
Airspace Unit Holds Hearing
On KRON-TV Plan; Second Set
A HEARING on the application of KRON-
TV San Francisco to increase its antenna
height atop San Bruno Mt. from its present
200 to 984 ft. above ground was held last
week before the Washington Airspace Panel.
A further meeting is scheduled within the
next week or two.
Appearing for the ch. 4, NBC-affiliated.
San Francisco Chronicle outlet were J. L.
Berryhill, KRON-TV chief engineer, and
Robert L. Hammett, San Francisco con-
sulting engineer. Also appearing was Lowell
R. Wright. KRON-TV aeronautical con-
sultant.
Request to build a candelabra-type struc-
ture— capable of accommodating 15 tv and
radio towers on its 9,000 ft. platform — was
turned down by the Los Angeles regional
Airspace Panel several months ago. Plans
call for the tower to be built by the Crocker
Estate Co., with space and transmitter ac-
commodations to be leased to all San
Francisco tv stations. San Francisco now
has five tv outlets operating (ch. 7 KGO-
TV. ch. 5 KPIX-TV, ch. 4 KRON-TV.
ch. 9 KQUE educational, and ch. 32
KSAN-TV), plus permits held by ch. 20
KB AY-TV and ch. 26 KPRT (TV)' Channel
Two Inc. holds a favorable initial decision
for ch. 2 Oakland, Calif.
The KRON-TV application was filed
July 1 956, and amended to provide for a
"community" antenna tower in October
1956. The project carries an estimated $1
million tag.
Purpose is to overcome the shadowing
effects of San Francisco's hilly terrain, as
well as to encourage all San Francisco tv
stations to locate at a common antenna site.
WIRE Asks Indianapolis Stay,
Protests Craven Participation
ONE of the losing applicants in the fight
for ch. 13 Indianapolis last week asked the
FCC for a stay of the grant to Crosley
Broadcasting Co. [At Deadline, March 1 1 1
and for a reargument of the case.
Indianapolis Broadcasting Inc. (WIRE)
based its appeal on the fact Comr. T. A. M.
Craven was not a member of the Commis-
sion at the time oral argument was held
and yet cast the deciding vote in the 4-3
decision. WIRE also challenged the legality
of the action of FCC general counsel in
advising the Commission regarding the case
without giving notice and opportunity to
other parties.
The protestant cited FCC rulings in the
WBNX New York and Bay State Inc. cases
in which. WIRE said, the FCC ruled that
a final decision should be set aside if a
commissioner(s) participated who did not
hear oral argument. The other parties did
not consent to participation by Comr.
Craven, WIRE claimed.
The Indianapolis oral argument was held
May 25, 1956; the Senate confirmed Comr.
Craven's appointment June 22, 1956. An
interesting sidelight: WIRE was a client of
Comr. Craven's consulting engineering firm
before he became a commissioner.
Page 76 • April 8, 1957
Broadcasting • Telecasting
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A
GOVERNMENT
Boston Ch. 5 Case
Aired on House Floor
YOUTHFUL Rep. John D. Dingell ID-
Mich.) — who was restrained by Chairman
Oren Harris (D-Ark.) of the House Com-
merce Committee from questioning the
FCC about the Boston ch. 5 case when that
body appeared before the committee last
month — last week had his say on the House
floor.
Both last week and last month Rep.
Dingell, a committee member, expressed
his concern about reports that the FCC in-
tends to award ch. 5 to the Boston Herald-
Traveler (WHDH), "a newspaper company
controlled by an ownership with a notorious
and long-time record of antitrust convic-
tions," as he put it in his floor speech.
Rep. Dingell was asked not to quiz the
FCC on the case during the hearing last
month after Commission Chairman George
C. McConnaughey protested that the case
was under adjudication and couldn't be
discussed under provisions of the Adminis-
trative Procedures Act.
But last week. Rep. Dingell, enjoying the
traditional sanctity of the House floor, said
the FCC has on file affidavits charging the
Herald-Traveler company with attempts to
monopolize newspaper publishing. The
grant, he said, is "conservatively estimated
to be valued at $15 million and perhaps as
high as $20 million."
Citing several other allegations against
the company and noting the Justice Dept.
is investigating the tv license contest, Rep.
Dingell asserted that if the "will of Con-
gress is defied in this instance ... I shall
. . . demand the most exhaustive investiga-
tion." Such congressional will, he said, is to
"guard the public interest" and make clear
to government agencies that the public
issues raised "in such cases, particularly with
licenses and franchises in the mass com-
munications industry, demand the full at-
tention of the Congress."
Other contestants for Boston ch. 5 are
Allen B. DuMont Labs, Greater Boston
Tv Corp. and Massachusetts Bay Telecast-
ers Inc. Greater Boston Tv is favored in an
examiner's initial decision.
Permit of KCOA (TV) Deleted;
Four Other U's May Lose Cps
CH. 52 KCOA (TV) Corona, Calif., one of
the five uhf stations which failed to answer
the FCC's ultimatum asking why they were
not taking steps to go on the air [B«T, Feb.
25, Nov. 26, 1956] has had its cp cancelled
and call letters deleted. However, the Com-
mission said this action was taken because
the permittee had indicated that it would not
seek to retain the cp and not because of its
failure to comply.
The families of J. D. Funk and Robert
E. McClure owned KCOA and also own
KDAY Santa Monica, Calif. The Commis-
sion staff still is preparing its report to the
Commissioners on the answers received
from approximately 75 stations. Indications
are it will be completed within a month.
with some action expected soon after that.
Still in danger of losing cps for failure
to make an accounting are ch. 62 WHEF-
TV Brockton, Mass., ch. 14 WACA-TV
Camden, S. C, and ch. 14 KTRB-TV Mo-
desta, Calif. The fifth station which failed
to answer, ch. 35 WJPB-TV Fairmont, W.
Va., has an application pending for modifi-
cation of its cp which is being considered
by the staff as an answer.
The demise of KCOA brings the total
number of tv cps which have been deleted
since the Commission lifted its "freeze"
(April 1952) to 182. This includes 147 uhf's.
34 v's and one educational u.
Cox Leaves Senate Committee
To Resume Seattle Law Practice
KENNETH COX, who has served for 15
months as special counsel to the Senate In-
terstate and Foreign Commerce Committee
for its radio-television investigation and
hearings, left Thursday to return to his pri-
vate law practice in Seattle.
"There are no immediate plans to replace
him, but the committee may call him back
for more work in the future," said Sen.
Warren G. Magnuson (D-Wash. ), chairman
of the Senate Commerce Committee. "He's
on a stand-by basis with us."
The senator noted that he has most of
the staff's network practices report "in a
rough draft in my desk, but I haven't read
it as yet." Sen. Magnuson said Mr. Cox had
directed the preparation of most of the
network practices report before his depar-
ture for Seattle.
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 8
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56): Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y., ch. 7
(9-24-56); Boston, Mass., ch. 5 (10-29-56);
Biloxi, Miss., ch. 13 (12-18-56); Pittsburgh,
Pa., ch. 11. San Francisco-Oakland, Calif.,
ch. 2 (3-11-57).
AWAITING ORAL ARGUMENT: 4
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56): Hat-
field. Ind.-Owensboro, Ky„ ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont.
Tex., ch. 6.
AWAITING INITIAL DECISION: 3
(Figures in parentheses indicate dates rec-
ords were closed after hearings.)
McKeesport-Pittsburgh, Pa., ch. 4 (1-7-57).
Ponce, P. R., ch. 7.
IN HEARING 5
Cheboygan, Mich., ch. 4; Mayaguez. P. R.,
ch. 3; Victoria, Tex., ch. 19; Lubbock, Tex.,
ch. 5; Sioux Falls, S. D., ch. 13.
IN COURT 6
(Appeals from tv grants in V. S. Court of
Appeals, Washington.)
Miami, Fla., ch. 7: Wichita. Kan., ch. 3;
Portsmouth, Va., ch. 10; KnoxvUle, Tenn.,
ch. 10: Miami, ch. 10; Supreme Court:
Shreveport, La., ch. 12.
KVDO-TV, KRGV Among
FCC Sale Approvals
APPROVAL of two station sales in Texas
was announced by the FCC last week.
KVDO-TV Corpus Christi and KRGV Wes-
laco were among several sales granted.
South Texas Telecasting Co. is paying
$194,000 (including obligations not to ex-
ceed $100,000) to Coastal Bend Television
Co. for KVDO-TV. South Texas principals
include Hubert J. Schmidt (former KVDO-
TV employe) 17%, E. J. Healey, 17%,
President Jose Garcia, 9%, Gabrial Lozano,
Celso Guzman, Joe Garza and Nestor
Cuesta (all present stockholders of the sta-
tion), and others.
KRGV Television Corp., has excercised
its option and bought 50% of KRGV from
Taylor Radio & Television Corp. (O. L.
Taylor) for $101,133. LBJ Co. (Claudia T.
Johnson, wife of Senate Majority Leader
Lyndon B. Johnson) and Mr. Taylor are co-
owners of KRGV-TV. LBJ Co. bought 50%
of KRGV-TV a year ago. LBJ Co. also
owns KTBC-AM-TV Austin, Tex., and 29%
of KWTX-AM-TV Waco, Tex.
Switches Asked for Chs. 7, 36
FCC last week was asked by Central Min-
nesota Tv Co. to exchange the tv channels
presently assigned to St. Cloud and Alex-
andria, both Minn. This would involve re-
assigning ch. 7 to Alexandria (now allocated
to St. Cloud) and ch. 36 to St. Cloud (now
in Alexandria).
Central Minnesota, headed by Joseph O.
Perino. was formed to bring "tv service of
high quality" to the people of central Min-
nesota, the petition stated. Grant for ch. 7
St. Cloud formerly was held by Granite City
Broadcasting Co., which surrendered its
permit in December 1953. There are no out-
standing applications for the channel.
Senate Bill Asks Five Years
A BILL (S 1759) to extend radio-tv broad-
cast licenses to five years from the present
three was introduced in the Senate last
week for the first time in the 85th Congress,
at FCC's request, by Sen. Warren G. Magnu-
son (D-Wash.), chairman of the Senate
Interstate & Foreign Commerce Committee.
FCC's request for the measure was similar
to its request to the House [B»T, April 1],
Three congressmen have introduced similar
bills in the House.
Doerfer Rests After Surgery
FCC COMR. John C. Doerfer was recover-
ing, at his home in Washington last week,
from an emergency appendectomy. The at-
tack occurred the afternoon of March 29,
and Mr. Doerfer underwent surgery that
night at Suburban Hospital, Bethesda. Md.
He returned home April 1. Although the
Wisconsin Commissioner has canceled plans
to attend the NARTB convention, he still
plans to fulfill two speaking engagements in
Milwaukee — April 1 1 to the Rotary Club
and April 15 to the Civic Alliance.
Page 78 • April 8, 1957
Broadcasting • Telecasting
Adam Scheldt Brewing Co.
Alderney Dairy Company
Allstate Insurance Company
Anheuser Bosch, Inc.
Atlantic Refining Co.
Bayer Aspirin
Brioschi
Buick Motors
Cadillac Motors
Canada Dry Beverages
CantreU. & Cochran Super Coola
Chevrolet Motors
Chrysler Corp.
Cities Service
Columbia Pictures
Coty, Inc.
Dodge Bros. Corp.
Dole Frozen Juices
Eveready Batteries
F. H. Snow Canning Co.
Ferrara Candy
Ford Motor Co.
G. Krueger Brewing Co.
General Electric Co.
General Pencil Company
Gerber Baby Foods
Good Humor Ice Cream
Gulf Oil Corp.
Heinz Co.
Hensler Beer
Hit Parade Cigarettes
Instant Sanha Coffee
International Salt Co.
Kasco Dog Food
Kent Cigarettes
L & M Cigarettes
Listerine
Loft Candy
Look Magazine
Medaglia D'Oro Coffee
N.B.C. Bread
Nehi Beverages
New York Times
New York World Telegram
Old Spice
Oldsmobile Motors
Packard Motor Co.
Pall Mall Cigarettes
Pepsi Cola
Pontiac Motors
Pratt & Whitney Aircraft Corp.
, R.C.A.
Readers Digest
Regent Cigarettes
River Brand Rice Mills
Ronzoni Macaroni
Ruppert Beer
Schmidt Beer
in 1956 national spot advertising increased 99.75% on
Scott Lawn Seed
Seven-Up Co.
Shell Oil Co.
Sinclair Refining Co.
Sunshine Biscuit Co.
Tenda-Brand Frozen Foods
Terre Co.
Texaco
Trans-World Airlines
Twentieth Century Fox Film Corp.
Volvo Corp.
Welch's Refreshment Wines
White Rock Beverages
Winston Cigarettes
The Gaslight Station "-New York • New Jersey
Broadcasting • Telecasting
April 8, 1957 • Page 79
ACT
OF
MAGIC
At the stroke of 8, on a Sunday night, nearly every American home
witnessed an act of electronic magic that only television can perform.
It presented Cinderella — a 300-year-old tale, infused with life
and song especially for television by Richard Rodgers and Oscar
Hammerstein II, two master magicians of the theatre, and gave it
a new kind of opening night.
It was an opening night that television itself had never seen.
It was scheduled on 245 stations for broadcast over practically the
entire continent of North America — the largest number of television
stations ever assembled by a network for a single broadcast.
It was watched by an audience of more than 100.000,000 — the largest
number ever to view an entertainment program — enough, as someone
pointed out, to fill a Broadway theatre 7 days a week for 165 years.
By capturing and enthralling virtually an entire population at the
same instant, it demonstrated again the medium's unique power not
only to satisfy the public's increasing interest in television but the
advertiser's need for vast audiences.
It offered further evidence that a fabulous program can attract even
more spectacular audiences when it is broadcast over a network with
the most popular program schedule in television.
CBS TELEVISION
FLEXIBILITY
There are all kinds, but in
Los Angeles television the
advertiser who takes the
cake is the one who grabs
the opportunities.
With KTTV, the flexible in-
dependent, the ability to
move quickly is normal,
even innate. That's why
KTTV has time and again
improved its advertisers'
positions in television by
swift, fortuitous moves of
programs into opportune
time periods.
That's why, also, KTTV is
the first— and the last-
place to check before you
decide onTVin Los Angeles.
KTTV's flexibility is the
perfect complement to the
turbulence that is Los
Angeles television.
In Los Angeles television,
be a flexible buyer.
| Los Angeles Times-MGM
t Television r H
ill Represented nationally by BLAIR -TV
Page 82 • April 8, 1957
NETWORKS
NBC RADIO AFFILIATES GET BOOST
• Network adds 'new dimension7 to help local sales
• Free services include kit of basic radio selling tools
THE changing face of network radio has
led NBC Radio to add what its officials call
"a new dimension" of service designed to
help its affiliates boost their local sales and
stature at the same time — and all for free.
Basically, the new service encompasses:
• Special seasonal "campaigns" for sta-
tions to use in pushing local sales in specific
fields, with NBC supplying the basic sales
tools.
• Similar tie-in campaigns in which NBC
gets up presentations for affiliates to use in
selling spots to the local dealers of national
advertisers who buy time on NBC Radio.
• Special presentations and on-the-air
promotion spots, tailor-made for each of
the 188 NBC Radio affiliates.
• Special spot news broadcasts which the
stations can record and edit for use in their
local news schedules.
George A. Graham, sales planning direc-
tor, is in charge of the new service. It started
the first of the year as part of the building
program of Matthew J. Culligan, NBC vice
president in charge of radio, and is "paying
off handsomely for the stations."
In about a dozen cases, tailor-made pro-
motional spots are being prepared for each
of the 188 stations. Approximately 70 sta-
tions already have been serviced, and work
on the rest is now in progress.
Similarly, basic radio sales presentations
are being prepared for all affiliates, also on
a "personalized" basis.
Special "campaigns" sparked and serviced
by NBC to date include one on January
white sales and one designed to promote
the use of local radio by drug stores. Each
lasted a full month.
Mr. Graham's department also takes
pains to alert stations when a national ad-
vertiser buys time on NBC — so the affiliates
can go after the advertiser's local and re-
gional distributors, dealers or jobbers. In
cooperation with the national advertiser,
NBC also often makes direct mailings to the
local dealers.
The special spot news broadcasts that
NBC feeds to affiliates for optional use are
not strictly a sales tool, though stations are
free to use them as they wish. These are
fed via the "hot line" which NBC put into
service the first of the year to permit it to
break into station programming, if war-
ranted, with coverage of any extraordinary
news developments.
Incorporation Plans
Seen for ABC Radio
ESTABLISHMENT of ABC Radio as a
separate corporate entity to be headed by
Robert E. Eastman [B«T, April 1] was re-
ported last week to be a virtual certainty.
Details of the new corporate structure
remained to be worked out, however, though
it was expected that this task would be com-
pleted in time for submission to the board
of directors of the parent American Broad-
casting-Paramount Theatres at its meeting
Wednesday.
Presumably the present ABC division
would continue to operate the television net-
work and the owned stations.
An announcement of the new set-up —
and of the selection of Mr. Eastman to head
it — is expected following the board meeting
scheduled Wednesday.
Mr. Eastman currently is executive vice
president of lohn Blair & Co., station rep-
resentation firm which coincidentally repre-
sents all but one of ABC's owned radio sta-
tions. He is slated to take over the new
post about May 1, as president.
The imminence of the appointment of a
head of the radio network was believed to
be the reason for postponing indefinitely a
meeting of the ABC Radio Stations Affiliates
Advisory Board which had been scheduled
for last Wednesday in New York. The post
has been vacant since Don Durgin resigned
as vice president in charge of ABC Radio
to become vice president for sales planning
at NBC-TV [B«T, March 4].
CBS: 'Cinderella' Drew
Largest Audience Ever
CBS-TV last week claimed that its Cinde-
rella colorcast of March 31 (8-9:30 p.m.
EST) drew the largest number of people
ever to view an "entertainment program":
an estimated "over 100 million."
CBS-TV estimate was based on figures
supplied by Trendex which had showed a
43.3 rating and a 66.0 share of audience for
the 90 minutes. Trendex, which covers 15
major cities across the country, also pre-
sented an audience composition figure of an
average 4.43 (that is, an average of 4.43
people watched Cinderella in the tv home
that tuned to the program).
From past experience, it is known that for
a program with the general appeal of a
Cinderella or Peter Pan (NBC-TV), the
Trendex report when translated to the Niel-
sen rating goes up about 10%. CBS-TV
used 9%, then taking a "turnover" figure of
plus 30% in audience (i.e., total audience
was estimated to be 30% higher than the
average audience), it was then figured via
Nielsen standards that the program should
have a total audience rating of 61.5%.
Presuming the program to have had virtu-
ally 100% coverage in tv homes because of
the big station lineup (that is, that nearly
everybody with access to a tv set in the
U. S. could have seen the program), CBS-
TV then proceeded to project the number of
homes via the method of total tv homes.
Total homes was calculated at 39.3 mil-
lion, and after the percentage of 61.5 was
applied it was estimated that 24.2 million
homes saw some or all of the program. The
latter figure multiplied by audience com-
Broadcasting
Telecasting
WEBC
is now the number one
radio station in the
Duluth and Superior
market!
WEBC TRAFFIC TOWER
This complete broadcast studio overlooks
the heart of Duluth's business district ....
a service to routing traffic and emergency
vehicles and a constant reminder to Dulu-
thians of WEBC's outstanding program-
ming.
WEATHER BEACON
Mounted atop the Traffic Tower, the
WEBC Weather Beacon signals the weather
O
forecast for the Twin Ports area. Weather
is important to these people ... same as
listening to WEBC.
Contact George P. Hollingbery Co.
Broadcasting • Telecasting
April 8, 1957 • Page 83
take
and get the whole
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The PERRY STATIONS
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i
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THE PERRY
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Radio Stations Represented By:
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TV Stations
REPRESENTED BY PETRY
NETWORKS
position of 4.43 (the Trendex figure, it was
pointed out, was quite high but has credence
because of the increasing attraction of color
in drawing a number of people around a set
and the night the program was shown — the
8-9:30 slot on Sunday). CBS-TV came up
with an actual count of 107,206,000. To
shockproof for error, the network knows
that perhaps some 6% of viewers in Canada
(not measured) could be added to the U. S.
audience. This addition was not made.
It is interesting to note that Nielsen had
showed the first telecast of Peter Pan on
NBC-TV was seen in about 20.4 million
homes, or some 3.8 million fewer homes
than are claimed for Cinderella. Only qual-
ification being made by CBS-TV researchers
in its claim for the "largest number ever to
view an entertainment program" is that
election night and convention night cumula-
tive audience figures of last summer for
CBS-TV alone would be higher, but that
these events were not "entertainment."
WCBS' Ward Named CBS-TV
Station Relations Manager
CARL WARD, general manager of WCBS
New York, last week was named national
manager of CBS-TV station relations by
Edward P. Shurick.
CBS-TV vice presi-
dent-director of sta-
tion relations. The
appointment was
effective immedi-
ately.
Also appointed
was Robert Wood,
assistant director of
station relations at
CBS-TV, who has
been put in charge
of the contracts
and records divi-
sion of CBS-TV station relations.
MR. WARD
'TO THE EDITOR'
TAKING a cue from the growing
number of newspapers and magazines
that run "Letter From the Editor" or
"Letter From the Publisher" columns.
Robert W. Sarnoff. NBC president,
last week instituted a "Letter to the
Radio-Tv Editor" activity. At inter-
vals of about two weeks, Mr. Sarnoff
intends to write a letter to radio and
television editors across the country,
commenting on developments of in-
terest in the industry.
In his initial letter, Mr. Sarnoff
discussed a note which had been writ-
ten to NBC by a retired four-star gen-
eral, expressing disappointment that
the Romeo and Juliet spectacular had
pre-empted Charles Van Doren and
21 program. Mr. Sarnoff said that
next season NBC-TV will not be
bound by "the rigid one-out-of-four
scheduling patterns" for spectaculars,
pointing out that they would be
spotted throughout the schedule, with
no regular show pre-empted more
than twice.
Page 84 • April 8, 1957
Broadcasting • Telecasting
This is Worcester . . .
One of the pQIIUS Cities Served by
WJAR TV Providence
WJAR'TV- -Dominant Station
in the PROVIDENCE Market- ' \v ^
offers 32% more monthly coverage according^,
to the Nielsen Market Coverage Report*
* Check your Nielsen for other bonus
areas covered by W JAR-TV
Broadcasting • Telecasting
April 8. 1957 • Page
NEW FOR YOU FROM
RCA THESAURUS
Read it in the stars — bigger sales, bigger earnings
for your radio station in '57 with these 5 new addi-
tional features from RCA Thesaurus!
1. THE NEW LAWRENCE WELK SHOW
More than 200 New Orthophonic High Fidelity
selections by the nation's favorite TV band! Features
"Champagne Lady" Alice Lon, accordionist Myron
Floren, violinist Dick Kesner, other Welk head-
liners, plus the maestro himself as emcee. Special
sales kit, audition discs, promotion material. Now en-
joying coast-to-coast sponsorship, The New Lawrence
Welk Show is a first-call seller.
2. QUICKIE TUNES
Now cataloged for easier handling— 1100 Quickies-
special, complete, short recordings, playing time 30
seconds to 2 minutes. "Quickies" mean more time
for commercials — smoother programming.
3. I REMEMBER WHEN
Paul "Pops" WTiiteman draws upon his extensive
show business background for a memory-filled series
of tuneful half-hours with his own entertaining anec-
dotes about the singers, composers and players who
make America's music.
4. GREAT MOMENTS IN SPORTS
52 fully -recorded quarter hour human interest sports
vignettes narrated by Bud Greenspan, and featuring
the actual voices of sportsdom's most colorful figures
— Babe Ruth. Lou Gehrig, Jesse Owens, Gene
Tunney, Tony Galento, and others.
5. SALES BOOSTERS
A variety of intriguing recorded gimmick lead-ins
that flag the listener's attention for your live com-
mercials. Effective individually or as a campaign.
All this on top of a library of 5,000 selections, a
weekly continuity series, audition discs and a steady
stream of sales aids and ideas, plus the sensational
"Shop at the Store with the Mike on the Door" plan
that means extra income for RCA Thesaurus sub-
scriber stations! Merchandising, promotion and pro-
gramming . . . this is the complete transcription
library service for you. Get on to it today. Contact
the RCA Thesaurus sales representative at the office
nearest you (see list below) .
NARTB Conventioneers;
You can win a '57 Dodge, other valuable door prizes !
Register at the RCA Key Club, Suite 500.
RECORDED
PROGRAM
SERVICES
155 East 24th Street, New York 10, N. Y., Ml'rray Hill
9-7200 / 445 N. Lake Shore Drive, Chicago U, 111., WHite-
hall 4-3530 I 134 Peachtree St., N. IF., Atlanta 3, Go.,
JAckson 4-7703 I 7901 Freeway #iS3, Dallas 35. Texas,
FLeetwood 2-3911 I 1016 S. Sycamore Ave^ Hollywood 38,
Calif., OLdfield 4-1660.
NETWORKS
THIS YEAR
winner o
ASSOCIATED
PRESS
AWARDS
AMONG COMPARABLE
STATIONS IN VIRGINIA
- 1st Places
• LOCAL & STATE NEWS
• SPORTS
• COMPREHENSIVE
REPORTING
- 2nd Place
• FARM NEWS
- 3rd Place
• SPECIAL EVENTS
This makes 8 A-P awards
for WBOF since its start just
28 iMonths ago ... proven
time and again a potent sell-
ing force for a major seg-
ment of America's 25th
Market. Norfolk.Portsmouth
Virginia Beach Area . . .
VIRGINIA BEACH - NORFOLK
AND PORTSMOUTH, VIRGINIA
HIL F. BEST CO.
National Representative
CBS Vetoes 'Debates' by Religious Groups
WITH the entry last week of the Prot-
estants and other Americans United for
Separation of Church and State into what
was once a "misunderstanding" between a
noted Jesuit priest and CBS public affairs,
the network had on its hand the makings
of a cause celebre approximating — but on
a smaller and less vocal scale — WGN-TV
Chicago's "Martin Luther" case.
POAU, an organization that is over 10
years old, has asked CBS Radio to schedule
a "dignified hour" of monthly religious de-
bate on its Church of the Air or any other
program. The debate, obviously, would be
between Protestants and Catholics.
This suggestion, outlined in a letter sent
to CBS Radio President Arthur Hull Hays,
was made following the network's decision
to cancel a Church of the Air program on
which the Rev. Thurston L. Davis, S.J.,
editor of the Catholic weekly, America, was
to have chided Protestants for failing to
appreciate the Catholic attitude toward birth
control, censorship and public monies for
parochial schools. Father Davis' script was
scheduled for March 10 airing. The follow-
ing week, America reprinted in full text
"The Sermon That Wasn't Given." Two days
later, the Rev. Truman B. Douglass of the
Board of Home Missions and a founding
member of the Broadcast & Film Commis-
sion, National Council of Churches of Christ
(USA), unexpectedly jumped to Father
Davis' defense, attacked CBS for "censor-
ing" the Jesuit priest and told reporters that
in some respects the "Davis case" had all the
ingredients of the WGN-TV Chicago situa-
tion earlier. At the time Rev. Douglass made
his remarks, CBS officials declined comment.
This time they didn't. Mr. Hays said
that "under no circumstances" would the
network go back upon 25 years of consistent
policy toward Church of the Air and turn
into "running debate" a program that is
basically "devotional and inspirational in
format and conception." Nor would CBS
"at the present time" consider setting aside
another time period for debate purposes.
Mr. Hays said he would shortly answer the
letter, which was signed by Glenn L. Archer,,
executive director of POAU, outlining a
CBS "policy statement."
Least happy of all was Father Davis him-
self. When informed that the Protestant
group had in mind pitting him against
Methodist Bishop G. Bromley Oxnam and
Paul Blanshard, author of the highly-con-
troversial (and anti-Catholic) American
Freedom and Catholic Power the Jesuit
editor noted: "There is nothing in the record
of the Protestants and other Americans
United for Separation of Church and State
to suggest that it is capable or even desirous
of conducting what it calls a 'dignified hour'
of church-state discussions designed to pro-
mote tolerance and understanding between
Protestants and Catholics."
4 More Advertisers Join
CBS Radio's 'Impact' Plan
FOUR more national advertisers have uti-
lized the program structure within the frame-
work of "Impact," by purchasing time on
CBS Radio's Saturday morning schedule,
John Karol, vice president in charge of
CBS Radio network sales, announced last
week.
Dixie Cup Co. and Vernell Candy Co.
(Vernell buttermints) have signed 26-week
contracts and Campana Sales Co. and
Cowles Magazines Inc. (Look magazine)
have signed 13-week contracts for five-
minute segments on CBS Radio's Saturday
morning ( 1 1:05 a.m. -12 noon, EST) Robert
Q. Lewis Show.
In addition to the new business, Mr.
Karol also noted a 10-week renewal by
Toni Co. This announcement raises the
number of Saturday Robert Q. Lewis spon-
sors to eight, he said. Present sponsorship
includes Hudson Vitamin Products Inc.;
Lewis-Howe Co. (Turns): and Milner
Products Co.
The 10-week renewal by Toni is ef-
fective immediately, as is Look magazine's
contract for 13 weeks of alternate sponsor-
ship. Campana's contract is effective April
13, Vernell's in early May and Dixie Cup
May 18. Agencies involved are Erwin,
Wasey & Co., Los Angeles, for Campana
Sales; Hicks & Greist, Los Angeles, for
Dixie Cup; Martin & Tuttle Adv., Los
Angeles, for Vernell Candy; and McCann-
Erickson for Look magazine.
John Balaban, 62, Dies;
Was AB-PT Board Member
LAST rites will be held in Chicago today
(Monday) for John Balaban, president of
Balaban & Katz theatre chain, pioneer in
the motion picture
exhibition and tele-
vision fields and
board member of
American Broad-
casting - Paramount
Fheatres Inc.
Mr. Balaban, 62,
died from a heart
attack in his Chi-
cago Lake Shore
drive home early
Thursday morning.
Services will be
conducted in Tem-
ple Sholom church with burial at Waldheim
cemetery in suburban Forest Park.
A founder of the Balaban & Katz chain.
Mr. Balaban became a director of AB-PT
after FCC approval of the merger of ABC
and United Paramount Theatres in Febru-
ary 1953.
Vernon to NBC-TV Sales Post
GERALD A. VERNON has joined NBC
as director of sales services, television net-
work, it was announced last week by
Walter D. Scott, vice president, national
sales manager, for NBC-TV. Mr. Vernon
has served as associate media director of
J. Walter Thompson Co. since August 1955.
MR. BALABAN
Page 88 • April 8, 1957
Broadcasting • Telecasting
Meet the Bell System's new guardian
of microwave transmission quality
Bell System automatic protection switching substitutes a spare
channel when interference occurs during transmission. B. C. Bellows,
a designer of the system, checks terminal indicating equipment.
There's a new watchman on duty along Bell System
microwave channels, protecting your transmissions
against fading and equipment failures.
Its name— automatic protection switching. Its re-
flexes are so fast that it prevents failures before T\
audiences are even aware of the trouble.
It works this way: When a channel encounters
trouble, a spare (or protection channel) is automati-
cally switched so as to parallel the troubled channel;
both then carry the same signal. At the receiving end,
Bell System equipment determines which of the two
signals — regular or spare — is better, and relays it on.
The entire series of events takes less than one-
twentieth of a second.
This development is one more example of how the
Bell System is constantly finding new and better ways
to serve the broadcasting industry.
BELL TELEPHONE SYSTEM
Providing intercity channels for network television and radio throughout the nation
Broadcasting
Telecasting
April S, 1957 • Page 89
Jerry Gil
Omaha
Jim Coldsmith
Denver
Douglas Lovelace
Louisville
IHm's a NEW SOUND
and these
JP
men can
The Assort
JP
Howard Graves
Portland
Paul Breining
Harrisburg
Thomas B. Aden Jr.
San Francisco
Tom Cunningham
New York
inRAPIO NEWS!
tell you about it
nted Press
iOUND
Justin Anderson
Kansas City
Al Stine
New York
ln^AT)IO NEWS
NETWORKS
ABC Announces 'Sportaculars';
Plan 1 1 Hour, Half-Hour Shows
PLANS for a year-round series of "sportac-
ulars"— special programs to be broadcast on
the eves of major sports events — have been
announced by ABC Radio.
"Sportaculars" are described in a brochure
circulated by ABC as "special events . . .
starring the big sports people — the ones who
play in front of the crowds and the ones who
make the decisions behind the scenes — star-
ring the big news stories that are immedi-
ately uppermost in the minds of millions of
fans."
Eleven have been planned, some of one
hour and some of 30 minutes, starting with
one April 14 (7:05-8 p.m. EST) to^mark
the opening of the baseball season, and ex-
tending through a year-end summary of
1957's major sports news in December or
January. Howard Cosell, the lawyer who has
acquired a popular reputation as a sports-
caster, will handle the programs.
ABC Radio is offering the "sportaculars"
to advertisers at $ 1 1 ,647 net for a one-hour
show, $8,103 net for a half-hour program.
These costs include commissionable talent
costs of $2,400 and $2,200, respectively.
The time costs are based on full network
clearance and appropriate rebates will be
made for stations not cleared. In addition,
ABC is offering to contribute $1,000 toward
the cost of advertising, promotion and mer-
chandising for each "sportacular" that is
sold. An additional $1,000 per program will
be contributed by ABC if a sponsor buys
the entire "Sportacular" series and agrees to
put up $1,000 of his own toward advertis-
ing, promotion and merchandising.
CBS-TV Engineering Posts Go
To Chamberlain, Chinn, O'Brien
NEW ENGINEERING appointments at
CBS-TV were announced Thursday by Wil-
liam B. Lodge, vice president of station re-
lations and engineering. They are effective
immediately.
A. B. Chamberlain, formerly chief engi-
neer, becomes director of engineering.
Howard A. Chinn, formerly chief engi-
neer, audio-video division, assumes the new
title of chief engineer.
Richard S. O'Brien, formerly chief proj-
ect engineer, becomes assistant director for
audio and video engineering.
Mr. Lodge said J. D. Parker would con-
tinue as assistant director for radio fre-
quency engineering.
Fred Wile, Weaver Associate,
Opens Beverly Hills Offices
FREDERIC W. WILE JR., an associate of
of Sylvester L. (Pat) Weaver, former NBC
president and board chairman, in what is
reportedly a new tv daytime "baby network"
venture [B»T, March 18], has opened offices
in Suite 210 at 120 El Camion Drive, Bev-
erly Hills, Calif. " Telephone is Crestview
6-2331. He will meet Mr. Weaver today
(Monday) in Seattle, where Mr. Weaver
will make the main address Wednesday at
the annual awards banquet of the Seattle
Advertising Club and will speak informally
Thursday at a luncheon meeting of the
Washington State Broadcasters Assn. While
Messrs. Weaver and Wile have declined
to comment, it is expected that the plans of
the new organization wili be revealed in
the Seattle speeches.
NBC'S Harry Bannister, vice presi-
dent in charge of station relations
(1), takes his turn at the affiliation
contract just signed by representatives
of WIIC (TV) Pittsburgh [B«T,
April 1]. They are General Manager
Robert A. Mortensen (center) and
Oscar M. (Pete) Schloss, president
of WWSW Inc., permittee for the
new ch. 1 1 facility and licensee of
WWSW-AM-FM Pittsburgh.
TV in Fresno --the big
inland California market --means
• Best local programs
• Basic NBC-TV affiliate
Paul H. Raymer Co.
National
Representative
Page 92 • April 8, 1957
Broadcasting • Telecasting
The "new"
WDAUTV
makes' ONE MARKET"
of SCRANTON...
WILKES-BARRE and
the 52 communities
of NORTHEAST
PENNSYLVANIA
€3
I
On April 1st, WGBI-TV, Scranton, became the new WDAU-TV,
Channel 22, an affiliate of WCAU-TV, Philadelphia.
Everything's new on the new WDAU-TV!
• NEW! Power upped to one million watts.
• NEW! Doubled antenna height... the highest in the area.
• NEW! Transmitting equipment is the latest
advancement in the field of electronic transmission,
increasing power nearly sixfold.
• NEW! Doubled coverag'e area ... reaching 1Vi million
people in 19 counties.
• NEW! Sharper, brighter, consistently clearer picture,
over the entire area.
In the past, WGBI-TV surpassed all competition in Scranton and Wilkes-Barre, both day and night. Now,
the advantages of WDAU-TV's new facilities plus the seasoned skills of WCAU-TV, guarantee the LARGEST
AUDIENCE IN THE AREA AT THE LOWEST COST! Phone H-R TELEVISION for the complete story!
w
D
□
U
CBS Television Network in Northeast Pennsylvania
Broadcasting • Telecasting
April S, 1957 • Page 93
Put your money where the people are
Are you reaching otters instead of people with
your Michigan radio advertising?
WWJ's new Hi-Fi signal, personalities, news
coverage, and feature programming concen-
trate on people— the big-earning, big-spending
folks in southeastern Michigan to whom WWJ
is a constant companion and trusted friend.
Ogle the otters when you can find them. Use
WWJ when your sights are on sales.
Seveitty per cent of Michigan's
population commanding 75 per cent
of the state's buying income is within
WWJ's daytime primary area. In
the Detroit area alone, over 3 V4
million people drive nearly VA mil-
lion cars and spend over $5 billion
annually for retail goods.
Wk A v w a m m AM and FM
WWJ RADIO
WORLD'S FIRST RADIO STATION
Owned and operated by The Detroit NeWS
NBC Affiliate
National Representatives: Peters, Griffin, Woodward, Inc.
Page 94 • April 8, 1957
Broadcasting • Telecasting
NETWORKS
New ABC-TV Program Dept.
To Emphasize Creativity
NEW organization alignment in the ABC
Television Network program department
was announced last week by James T.
Aubrey Jr., vice president in charge of pro-
gramming and talent for the ABC Television
Network. The new set-up is designed to
meet demands created by "increased activity
in ABC Television programming and to
facilitate expansion in the future," Mr.
Aubrey said. Added emphasis on creative
work is planned through the new organiza-
tional structure.
J. English Smith, manager of the tv net-
work program department. New York; Ted
Fetter, program director, and James H. Mc-
Naughton, executive art director who has
been named director of production services,
each will be responsible for separate areas
and report to Mr. Aubrey.
Mr. Smith under Mr. Aubrey will handle
the day-to-day administration of the entire
program department operation. Mr. Fetter
will be responsible for program supervision,
direction, writing and talent. Mr. Mc-
Naughton will supervise all of production
services.
Bernard I. Paulson assumes the newly-
created post of manager of production serv-
ices for ABC-TV, working with Mr. Mc-
Naughton. Ruth Kiersted Blainey, ABC-TV
operations manager, will report to Mr.
Smith. Daniel Melnick, manager of program
development for ABC Television, will work
directly with Mr. Aubrey.
CBS Chicago Move Complete
CBS Chicago has completed move of its
offices and production facilities from the
Wrigley Bldg. to 630 N. McClurg Court,
Chicago 11, 111. The new center, converted
from an ice skating arena, will house CBS
Television and CBS Radio network and spot
sales, CBS Television Film Sales, Columbia
Records and Columbia Transcriptions as
well as WBBM and WBBM-TV, network
owned outlets. CBS Chicago has relinquished
facilities in the Garrick Theatre.
NETWORK PEOPLE
Howard Erskine, producer-director in legiti-
mate theatre, signed by CBS-TV to long-
term contract in producing and creative
capacity.
Ralph Nelson, producer-director-writer for
tv and motion pictures, named alternate
producer of CBS-TV's Climax series, shar-
ing production with Edgar Peterson, who
has produced series for past year.
David Yanow, account executive for CBS
Radio network sales department, to NBC-
TV as salesman. -
Joan Frankel, Ted Bates Co., to CBS Ref-
erence Dept. as librarian succeeding Agnes
Law, retired.
Lawrence E. Lesueur, CBS News United
Nations correspondent, married Dorothy
Hawkins, fashion editor of New York
Times, March 25.
\
See us in
Suite 537A
CONRAD HILTON
HOTEL
Chicago, April 6 to 11
or contact us directly
in New York.
Get with the stations
that know how! NOW!
r
LAXG WORTH
We don't mean to alarm you; but this phrase has
now become a byword among commercial man-
agers of all progressive stations.
In keeping with problems facing radio broad-
casters today, Lang-Worth now offers
RADIO HUCKSTERS and AIRLIFTS
a new, completely versatile and comprehensive
service devoted to increasing station revenue and
developing an exciting and distinctive sound.
RADIO HUCKSTERS and AIRLIFTS is a complete
service, specially produced in cooperation with
broadcasters. Fresh material is added monthly,
for timely impact.
RADIO HUCKSTERS and AIRLIFTS is available
with no strings attached ... no full library to
buy. Get all the details and hear for yourself.
FEATURE PROGRAMS, Inc.
1 7 5 5 BROADWAY, NEW YORK 19, N. Y.
JUdson 6-5700
Broadcasting • Telecasting
April 8, 1957 • Page 95
IN 1949 the Number One Nielsen-rated half-hour network
radio program reached 7.8 MILLION different families
with 23.6 MILLION minutes of commercial message.
Today you can do better— for less money.
IS
IN 1957, the new CBS Radio IMPACT plan reaches over
8 MILLION different families with more than 25.5 MILLION
minutes of commercial message— at 65 percent lower
cost per thousand commercial minutes.
Meeting
our
responsibilities...
over
one-half million
TV families
depend on
WRGB
for the finest
and most extensive
public service
programming in
the Great Northeast
Serving the Great Capital
District of Albany, Schenec-
tady and Troy plus — All of
Northeastern New York and
Western New England.
WRGB channel 6
Contact R. F. Reid, WRGB—
Schenectady or your local NBC
Spot Sales Representative
STATIONS —
DATELINES OF THE WEEK
A SAMPLER OF RADIO AND TELEVISION NEWS ENTERPRISE
STATIONS in the tornado-torn Southwest
likely were the nation's hardest pressed to
do their news jobs last week, as storms
threatened the very roofs over their heads.
DALLAS — News Director Bob Tripp of
WFAA-AM-TV Dallas saw a cloud funnel
forming late Tuesday afternoon. At the
WFAA radio studios in the penthouse of a
downtown building, engineers carried equip-
ment to the roof. There Mr. Tripp and staff
broadcast a 40-minute account of the tor-
nado's progress as it bore down, destroying
homes and office buildings across one entire
section of the city.
Two miles away, at the WFAA-TV stu-
dios, cameramen televised the twister from
the studio roof, while film crews hurried out
to where the storm hit. Newsmobiles relayed
on-the-scene reports. Early spotting of the
storm enabled them to get into disaster areas
ahead of rescue crews. In these areas and
at the studios, the entire staff was busy
through the following day coordinating the
job and relaying emergency information.
ABC and NBC made extensive use of
WFAA radio and television reports.
WASHINGTON — Miles away from the
storm area, News Director Joe Phipps of
WWDC Washington called KLIF Dallas last
Tuesday afternoon to get a beeper report on
the U. S. Senate elections. At that moment,
the twister was hurtling down the streets of
Dallas. And a KLIF mobile unit was in its
path. The WWDC telephone line was
patched in, and Washington listeners got the
dramatic story first hand from a KLIF news-
man, complete with wind whistle, sirens and
other bona-fide effects.
The tornado report, as timely as could
be had in the East, lasted about two minutes
— until the KLIF mobile unit, the twister on
its tail, had to sign off and run.
WWDC did get its Texas election report
later. But this time the station picked a
calmer source. The election report came
from Austin.
DES MOINES — KIOA Des Moines, Iowa,
when the wind subsided, was operating mo-
mentarily with reduced power. Wind gusts
toppled two 262-ft. towers Wednesday eve-
ning, it was reported by Bill Martin, execu-
| tive vice president of the station. He esti-
mated damages tentatively at upward of
$20,000.
Towers blown over were used for night-
; time broadcasting, according to Mr. Martin,
while four others southeast of Des Moines —
used for day and night operation — with-
stood the winds. When the two towers col-
lapsed, KIOA reduced power from its regu-
lar nighttime 5 kw to about 2 kw. Despite
an earlier intermittent power drop, Mr. Mar-
tin said, the station remained on the air
when the towers fell. Wind gusts were de-
scribed as about 66 miles an hour.
ARDMORE — Tuesday's tornadoes missed
Ardmore, Okla., but the 300-ft. tower of
KVSO-TV, located 13 miles north of the
city, fell soon after the station had aired
tornado alerts for residents. General Man-
j ager Albert Riesen of KVSO-TV expected
last week to be back on the air today (Mon-
day) or early this week.
SHANGHAI — Before storm news began
to dominate the airwaves, KMTV (TV)
Omaha got a personal version of a story
that broke in Asia. When an Omaha Fran-
ciscan priest, Father Fulgence Gross, was re-
leased by the Chinese Communists a week
and a half ago, after six year's imprisonment,
KMTV (TV) telephoned him in Shanghai.
After transcribing his interview with the
priest. KMTV News Director Floyd Kalber
arranged for cameramen to film Omaha
relatives of the priest as they listened to the
recording. KMTV used a split screen, to air
its exclusive interview, showing on one
hand a typed copy of Father Gross" words
and on the other his family's filmed reac-
tions.
BOSTON — In Boston last fortnight, WBZ-
TV brought viewers a 15-minute telecast
devoted to the Massachusetts Crime Com-
mission Report on the day it was filed with
Massachusetts Legislature. At 7:30 p.m. sta-
tion host Arch Macdonald introduced a
member of the commission, L. Sheldon
Daly, and Thomas McArdle, commission
counsel, to give a detailed report on the re-
port. The special show was a project of the
WBZ-TV public affairs department, pro-
duced by George Moynihan.
MEDFORD — On the other end of the con-
tinent, KMED Medford, Ore., aired a dra-
matic account of Ground Observer Corps
work. When the corps decided to make an
efficiency test to find out if aircraft could
approach the continent from the west, and
evade detection, KMED's Sam Price was
selected to go along on the flight. Mr.
Price took his tape recorder into the nose of
a B-29 bomber and recorded sounds of the
trip, including fighter interception as the
sneak bomber arrived at its target. The tape
was broadcast by KMED and subsequent! v
picked up by NBC's Monitor for use that
weekend.
Ross Quits KNX-CPRN Post
To Head Golden West Features
DON ROSS has resigned as general sales
manager of KNX Los Angeles and the Co-
lumbia Pacific Regional Network, effective
April 19 to become vice president and gen-
eral manager of Golden West Features Inc.,
newly formed sports features subsidiary of
Golden West Broadcasters Inc. (KMPC Los
Angeles, KSFO San Francisco).
Gene Autry is board chairman and Robert
Reynolds president of both of the latter
organizations. In announcing the new com-
pany and Mr. Ross' affiliation with it, Mr.
Reynolds said that its first feature will be
the radio broadcasts of the Los Angeles
Rams and San Francisco '49er football
games this fall. KMPC and KSFO will be
key stations, but plans call for a special net-
work covering the 1 1 western states and
Hawaii. Falstaff Brewing Co., through
Dancer-Fitzgerald-Sample, New York, al-
Page 98 • April 8, 1957
Broadcasting • Telecasting
Co*?'
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CREATIVE LEADER IN COMMUNICA. iO l^Sa;
COLLINS RADIO COMPANY, 315 2nd Ave. S.E.. Cedar Ropids. Iowa • 1930 Hi-Line Drive. Doll - I »
W Olive Ave.. Burbank • 261 Madison Ave., New York 16 • 1200 18th St. N.W Washington. D .. _ j -j.
NW 36th St. Miami 48 • 1318 4th Ave., Seattle • Dogwood Road. Fountain City, Knonville • v,^i_LIN:>
RADIO COMPANY OF CANADA, LTD., II Bermondsey Road, Toronto i6, Ontario
4
specia
news
FLASH
At a most Sober and
Sedate WORL Staff
Meeting the hi -brass
upon being humbly
requested through
the proper channels
via memo, upon
memo, upon memo,
has decided upon a
most momentous
change in
programming.*
Explanation —
Greg wants Norm's
Show — Norm wants
Greg's Show — Both
can sell like mad —
Arthur (the boss) is a
nice guy —
SO .
NORM TULIN will be WORL's new
MORNING DISC JOCKEY (6 to 9 A.M.,
Monday through Saturday)
AND
GREG FINN will be WORL's new
NOONTIME DISC JOCKEY (12 Noon
to 2 P.M., Monday through Saturday)
(PLUS 6 to Sign-off in the Spring and
Summer months.)
WORL
BOSTON
5000 WATTS
950 ON THE DIAL
For complete explanation
call HEADLEY REED
STATIONS
ready has been signed for half sponsorship
of the Rams-'49ers games.
Golden West Features is making its head-
quarters with KMPC at 5939 Sunset Blvd.,
Los Angeles. While radio features are first
on its agenda, tv will be added, Mr. Rey-
nolds said.
Richard W. Slocum, 55, Dies;
Executive of WCAU Stations
RICHARD WILLIAM SLOCUM, 55, ex-
ecutive vice president of the Philadelphia
Bulletin ( WCAU-AM-FM-TV Philadelphia
and WDAU-AM-FM-TV Scranton, Pa.),
died of cancer March 3 1 at University Hos-
pital in Philadelphia. He was vice chair-
man of the board, secretary and director
of the WCAU stations.
A former president of the American
Newspaper Publishers Assn., he was a na-
tive of Reading, Pa., and was a Phi Beta
Kappa graduate of Swarthmore College and
Harvard U. Law School. During World
War II he organized the National Scrap
Metal Drive. Mr. Slocum held an honorary
Doctor of Laws degree from Lemple U..
Philadelphia, and last year received the
Gold Medal of the International Benjamin
Franklin Society for "outstanding service
in upholding the freedom of the press."
President Eisehower and Vice President
Richard M. Nixon were among many in-
dividuals and organizations paying tribute
to Mr. Slocum.
He is survived by his wife, eight children
and two grandchildren.
Lundy New KGO Sales Manager-
Sacks Heads KGO-TV Selling '
IN A realignment of the sales departments
of KGO and KGO-TV San Francisco, Dave
Lundy, with KGO sales, becomes sales man-
ager of KGO, while Dave Sacks, commer-
cial manager of both the ABC-owned San
Francisco stations, relinquishes the radio to
become sales manager of KGO-TV.
Separate sales units have been established
for the two stations, with operations reor-
ganized to give special service to the clients
of each, John H. Mitchell, ABC vice presi-
dent in charge of KGO-AM-TV, said.
Before joining the KGO sales staff in
1955, Mr. Lundy had been with KLAC and
KLAC-TV (now KCOP-TV) Los Angeles.
Mr. Sacks has been with the KGO stations
six years.
Mr. Mitchell also announced Wayne
Wynn, formerly of Albuquerque, N. M.,
has joined the KGO sales department.
KTBC-TV Tower Completed
THE newly-completed, 1,137-ft. tower for
KTBC-TV Austin, Tex., went into oper-
ation last week. Height of the new tower
above average terrain is 1.280 ft. It is lo-
cated atop Mt. Larson, one of the highest
peaks in Texas.
Built by RCA, the antenna is an 18-sec-
tion superturnstile. Tower sections were
built by Dresser-Ideco Co. of Columbus,
Ohio, and equipment includes a radio-oper-
ated tower elevator controlled by signals.
RAINS CAME WHEN KMA CALLED
KMA Shenandoah, Iowa, is not a station
that is" content merely to talk about the
weather. In line with its continuing policy
of doing something about the elements,
the station on March 19 co-sponsored a
local appearance by Dr. Irving P. Krick
of Denver, commercial forecaster, who
also has a reputation of action, as well as
talk.
Dr. Krick, known nationally, is espe-
cially well known to Shenandoah citizens
because they have employed him, at
KMA's instigation, over the past year, to
seed Iowa clouds. They also hear local
weather reports over KMA telephoned
directly from Krick's Denver headquar-
ters. These are broadcast live twice a
day.
Co-host for Dr. Krick's talk was the
nine-county Iamo Weather Modification
Assn., a group that was organized by the
KMA farm service department. The
IWMA has a contract with Dr. Krick's
Water Resources Development Corp. to
coax rainfall by seeding local clouds.
In his talk in the KMA auditorium. Dr.
Krick told 400 farmers and businessmen
they could expect better than 125%
normal rainfall this summer, with the
help of cloud-seeding. The project last
year increased area rain at least 25%, he
reported, going on to give his audience
details of the rain program they ordered.
Dr. Krick's appearance was prefaced by
a news conference that paid big publicity
dividends to KMA and all concerned.
Getting farmers together on the rain-
making project is considered by KMA to
be one of its most successful public serv-
ice efforts. But it won't rest on the past
year's laurels. KMA will go on doing
something about the weather, as it en-
larges the missionary work this summer
to as many as 30 or more counties.
RAINMAKERS smile over success of
their cloud-seeding project around
Shenandoah, Iowa. They are (I to r)
visitor Keith Kirkpatrick, associate
farm director of WHO-AM-TV Des
Moines, Iowa; Dr. Irving P. Krick, Den-
ver meteorologist; Merrill Langfitt,
farm director of KMA Shenandoah,
Iowa, which organized area farmers
to increase rainfall, and A. J. (Tony)
Koelker, station manager of KMA.
Page 100 • April 8, 1957
Broadcasting • Telecasting
/
EXPERIENCE
Behind the brow of the pilot, knowledge
won through years of experience ... skill
born of doing.
In our business, too, 11 years experience
have given us a background that makes
the time buyer's job easier. .. lessens the
chance of costly errors.
Such experience must be earned. And
there's no substitute for it.
AVE RY-KNODE L
INCORPORATED
NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO
STATIONS
SIMULTANEOUSLY with the opening of the Northeastern extension of the Pennsyl-
vania Turnpike, linking Scranton and Philadelphia, WGBI-TV Scranton changed
its call to WDAU-TV and increased its power sixfold, to 1 kw [B»T, April 1]. At
the ceremonies at (1 to r) Joseph Lawler, Pennsylvania State Highway chairman; Dr.
Merritt A. Williamson of the Pennsylvania Turnpike Commission; Joseph L. Tinney,
executive vice president of WCAU-AM-FM-TV Philadelphia (representing President
Donald W. Thornburgh of WCAU Inc., which has controlling interest in WDAU-
TV); Mrs. Douglas Holcomb, secretary of WDAU-TV; Vance L. Eckersley. vice
president and general manager of WDAU, and John G. Leitch, engineering vice
president, WCAU.
KNXT (TV) Boosts Rates
KNXT (TV) Los Angeles has issued a new
rate card (No. 7), effective April 1, with
rate increases for the Class A one-hour rate
from $3,200 to $3,500, the Class A half-
hour rate from $1,920 to $2,100 and the
quarter-hour rate from $1,280 to $1,400,
with comparable rate increases for other
time classes. There is no change in spot
announcement or shared station identifica-
tion rates, however.
Clark George, general manager of KNXT,
pointed out that since the last rate change
in May 1955 tv families in the area have
increased 6%, sets-in-use have gone up 23%
and KNXT's average rating has increased
33%.
WKNE Clinic Draws 150 Firms
THE eighth annual Advertising Clinic
staged recently in Keene, N. H., by WKNE
drew more than 150 local sponsors. At the
luncheon meeting, Station General Manager
Frank B. Estes presented Radio Advertis-
ing Bureau's "Radio Gets Results" awards
to the O.K. Fairbanks Supermarket, which
took first prize among grocery stores in the
national competition for most effective use
of radio, and to Simon's Jewelers, which
took third prize in its category. On the day
before the clinic, WKNE sponsors under-
took all announcing on the station.
frfcJtSH
^1
from FRESNO
and the rich
SAN JOAQUIN VALLEY
ANALYSIS OF FEBRUARY 1957 ARB SURVEY
KJEO-TV . . . CHANNEL 47 continues to maintain first position in the market,
with 36.5% of the audience from sign-on to sign-off. KJEO's biggest lead is from
6:00 PM to midnight, Monday through Friday with 39.4% of the evening audi-
ence.
KJEO-TV . . . CHANNEL 47 has four out of the top five shows, with "Wyatt Earp"
ranking No. 1 in the market, with a 50.5. "Wednesday Boxing" is No. 2 with 45.9.
"I Search for Adventure" is No. 3 with 43.6 and "Disneyland" is 4th with 42.5.
Among the non-network shows in the market, KJEO has f've out of tne toP six'
and ten out of the top fifteen shows. The other five of the top fifteen are on Sta-
tion U, none on Station V.
REPRESENTED NATIONALLY BY THE BRANHAM COMPANY
O'A/e/7/ Broadcasfing Company
P.O.BOX 1708, FRESNO, CALIFORNIA
KJEO
TELEVISION CHANNEL
Page 102 • April 8, 1957
Broadcasting • Telecasting
You could call it
I ^JC^b
station "B" has 1
ARB
If W J/AO I ■ overwhelmingly dominates its home territory. .
and in 20 counties of its 41 county coverage
W J AC-TV serves 80 to 100% of TVhomes
Here is Pennsylvania's 3rd TV Market . . .
with over a million TV homes . . . and
WJAC-TV is the key to this rich and re-
sponsive area. On its own "home grounds"
WJAC-TV is far out front . . . and, at the
same time, over this wide 41-eounty area,
more than half a million viewer homes fol-
low WJAC-TV three or more days a week.
It's the efficient, effective, economical way
to cover Southwestern Pennsvlvania.
80 to 100% □ 20 to 80
Get all the facts from your KATZ man!
Broadcasting • Telecasting
April 8, 1957 • Page 103
who turned
up the volume?
R. J. Reynolds helped. So did Dow Chemical,
Norwich P.harmacal and Park and Tilford.
Plus the eight other big-time advertisers who
helped boost ABC Radio's new business vol-
ume to over 5 million dollars — just since
January.
But that's not all. ABC Radio renewal business
since January adds up to a tidy 3V'2 million
dollars more. Back for second (and third)
helpings are General Foods, Sterling Drug,
Charles Pfizer and a dozen other blue chips.
Total volume, old and new: 8l/2 million and
more to come.
No doubt at all about the reception advertisers
are giving this lively medium. ABC Radio is
coming in loud and clear!
abc
rcciio network
CAPITOL
CAPSULES
PUBLIC SERVICE With a profit for YOU!
EDUCATIONAL With a Human Interest Punch!
Sparkling 4 minute filmed interviews with the Na-
tion's Great . . . near Great . . . and those who make
them great . . . about THEIR jobs in the Nation's
Capitol !
INITIAL OFFER
13 Film Package
available
Exclusive in your
area
Attractive
Rates on Request
FOR EXAMPLE ....
1. A Senate Page Boy **
2. A Presidential Secretary
3. Congresswomen
4. A Capitol Guide
5. Senators' Wives
Conducted by Florence Hoff one of Washington's
Top Women correspondents.
Member of: White House Correspondents
Senate and House T.V. Galleries
Formerly interviewer on Dave Gar-
roway's TODAY.
Contact:
HOFF CAPITOL PRODUCTIONS
1271 1st S. E. Washington, D. C.
Folks are in love with ^R/\Af
1st in total audience— 1st in quarter hour wins— Washington, D.C.
• PULSE: January-February, 1957 REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY
Page 106 • April 8, 1957
STATIONS
KNAC-TV Names Campbell
KNAC-TV Fort Smith, Ark., has announced
names of new personnel, headed by new
General Manager Dick Campbell, formerly
of KOTV (TV) Tulsa. Glenn W. White, also
formerly of KOTV, has been named pro-
gram director. Others named: R. L. Masters,
formerly of KARK-TV Little Rock, chief
engineer; Ralph Smith, KARK-TV, assistant
chief engineer; Norman Edman, chief di-
rector; Bob Hardy, film department; Milt
Peters, sports director; Mary Cole, KFPW
Fort Smith, traffic director; Gay Clapp, re-
ceptionist, and Molly Boiling, bookkeeping
department. KNAC-TV has filed with the
FCC to transfer 50% ownership of the sta-
tion from the estate of Hiram S. Nakdimen,
deceased, to George Hernreich, Fort Smith
jeweler [B«T, Feb. 11],
STATION PEOPLE
Harold F. Gross, Charlotte I. Gross, How-
ard K. Finch, Raymond W. Miottel and
James H. Spencer, all WJIM-AM-TV Lan-
sing, Mich., directors, re-elected.
Frank C. Mclntyre, vice president-general
manager of KLIX Twin Falls, Idaho, to
KVOS-AM-TV Bellingham, Wash., as vice
president.
Bernard J. McGuiness Jr., assistant general
manager of WGIR Manchester, N. H.,
named general manager.
Donald R. Powers, manager, WRDO Au-
gusta, Maine, to Maine Broadcasting System
(WCSH Portland, WLBZ Bangor and
WRDO) as manager.
T. K. Barton, vice president-general man-
ager KARK-AM-TV Little Rock, Ark.,
named executive vice president. Douglas
J. Romine, KARK-AM-TV assistant general
MR. BARTON MR. ROMINE
manager, named vice president-station man-
ager.
Al Bauer, radio veteran, named manager
of KBZY Salem, Ore., which plans to go
on air sometime in May.
Lee Browning, account executive WFIE-TV
Evansville, Ind.. named general sales man-
ager.
Collin W. Lowder, vice president-general
manager of KIMN Denver, to program di-
rector, KFMB San Diego.
Len Corwin, Tv Programs of America, to
WCRB-AM-FM Boston as commercial
manager.
Harry Waterhouse, program director,
WCMR Elkhart, Ind., named assistant man-
Broadcasting • Telecasting
^^ANH£lgnAS
/H SAN D/EGO THAN
All OTHER STAT/CHS
combined
mmm\
kfmbHtv
WRATH ER- ALVAREZ BROAD CAST I NG , INC .
Edward Petry & Co., Inc.
SAN DIEGO
A m c r i c a * s
•LATEST ROCHESTER
PULSE, OCT. 1956
Competing with FIVE other Local Stations,
WHEC Averages More Than 27%
of the Local Audience
MORNINGS
AFTERNOONS
& EVENINGS!
BUY WHERE THEY'RE LISTENING . . . ROCHESTER'S TOP-RATED STATION
WHEC
NEW YORK
5,000 WATTS
Representatives: EVERETT -McKINNEY, Inc. New York. Chicago, LEE F.OCONNELL Co.. Los Angeles. San Francisco
STATIONS
ager. Bill Miller, WKTL Kendallville, Ind.,
joins WCMR as announcer.
Frank Finning, WKNE Keene, N. H., news
director, named program director. Ted B.
Sawyer, WKNE program director, Charles
Murn, salesman, and Brinton Behea. en-
gineer, transferred to WKXL Concord, N.
H. (owned by WKNE Corp.), as station
manager, sales manager and chief engineer,
respectively. Vic Bernard, WKNE an-
nouncer-disc jockey succeeds Mr. Murn;
Ralph Brown, John Foster and Larry Hogan
join WKNE in engineering department, as
promotion director-newsman-announcer and
as disc jockey-announcer, respectively.
Paul Law, freelance humor writer and Dean
of Midwestern Bcstg. School, Chicago, to
WLWD (TV) Dayton, Ohio, as program di-
rector.
Bob Leefers, WMT Cedar Rapids, Iowa,
personality, retires
after 20 years with
station.
Roy McMillan,
WSB Atlanta, nam-
ed farm director.
Don Sheldon, Paul
McClay and Bob
McGarrity join
WSB's announcing
staff.
Jack Highberger,
MR. LEEFERS promotion manager
of KARD-TV
Wichita, Kan., assumes additional duties of
sportscaster, replacing Tex Jones, resigned.
Don Rogers, program director, WRIB Provi-
dence, R. I., to WVDA Boston, in similar
capacity.
Ken Light, veteran in broadcast media
sales, advertising agency and sales promo-
tion field, appointed merchandising director
of WCCO Minneapolis.
Bill Bertenshaw, farm director, WHBI
Newark, N. J., to assume additional duties
as sports director.
Edward L. Herp, producer-director, WJW-
TV Cleveland, named program director.
Alan Doerr, radio program music analyst,
Broadcast Music Inc., to WGMS Washing-
ton as music director. Betty Gordon, pro-
gram assistant, named associate news direc-
tor. Pierson Underwood, who retired as
WGMS program director last June, returns
to station as director of special musical
events.
Ralph Phillips, WFBR Baltimore, named
program director, succeeding Bert Hanauer,
scheduled for retirement this year.
Terence Michael Anderson, student West
Virginia U. and former announcer-disc
jockey for WETZ New Martinsville, W.
Va., returns to station as program director.
Bob Cotton, recent graduate of West Liberty
State College, to WETZ announcing staff.
Norton Roman joins WAAM (TV) Balti-
more as cameraman.
WE ARE HERE!!
Main Exhibition Floor — Room 561 for "Auto-Station"
Page 108 • April 8, 1957
Broadcasting • Telecasting
THE HEADLEY-REED COMPANY
I
i
CONVENTION HEADQUARTERS
SHERATON BLACKSTONE HOTEL
SUITE 1005
OPEN HOUSE TO OUR CLIENTS AND FRIENDS
STOP IN AND SEE HEADLEY-REED'S COMPLETELY
NEW METHODS TO SUCCESSFULLY SELL
SPOT RADIO AND TELEVISION
THE HEADLEY-REED COMPANY
Radio and Television Station Representatives
NEW YORK • PHILADELPHIA • CHICAGO • ATLANTA • SAN FRANCISCO • HOLLYWOOD
WDBJ
for almost 33 years
OUTSTANDING
in
ROANOKE
and Western Virginia
RADIO
by any measurement1.
N.C.S. No. 2
Spring, 1956
WDBJ has more than
TWO TIMES the DAILY
N. C. S. Circulation of
Station "B"; more than
THREE TIMES the circu-
lations of Stations "C"
and "D".
The one they listen to
MOST is the one to BUY!
Ask your Peters,
Griffin, Woodward
"Colonel" for the whole
wonderful story!
WDBJ
AM • 960 Kc. • 5000 watts
FM • 94.9 Mc. • 14,000 watts
ROANOKE, VIRGINIA
STATIONS
G. W. Givens, disc jockey, KYW Philadel-
phia, to WBZ-WBZA Boston and Spring-
field, as director of music.
Arthur C. Arkelian, radio sales department,
WEAT West Palm Beach, Fla., to WERE
Cleveland, Ohio, as account executive.
Wayne J. Wynne, salesman for KGGM
Albuquerque, N. M ., to KGO San Francisco
as account executive.
Lenard Sait, Walt Framer Productions, to
WNRC New Rochelle, N. Y., as account
executive.
Harry Goodwin, radio veteran, to WTAO
Boston as sales representative.
Lee Vickers, formerly with WTOP Wash-
ington as CBS presidential announcer, to
WCKR Miami announcing staff.
Miles Foland, WCOL Columbus, Ohio, to
WCPO Cincinnati as disc jockey, succeeding
Ron Dunn, to Armed Forces Radio in
Europe.
Dave O'Neil, announcer, KLIN Lincoln,
Neb., to KFH Wichita, Kan., in similar
capacity.
Randy Blake, host to WJJD Chicago's
Suppertime Frolic, to WLW Cincinnati,
Ohio, as host of Randy Blake Show.
Dick Shears, formerly with Del Courtney's
orchestra, to KXOC Chico, Calif., as emcee
on his own nighttime show.
Bill Evans, Chicago disc jockey, signed by
WBKB (TV), that city, for new live music-
variety-guest interview program.
Joseph A. Flahive, formerly with George P.
Hollingbery Co., to WGN-TV Chicago's na-
tional sales staff in N. Y.
John Holmes, chief announcer-program di-
rector, WDJM-TV Marquette, Mich., to
WKRC-TV Cincinnati announcing staff.
Bud Fuller, announcer, KMOR Oroville, to
KXOC Chico, both Calif., in similar capac-
ity.
Eddie Hubbard, Chicago disc jockey, named
to take over emcee chores on WGN Chi-
cago's 6-9 a.m. record show.
Dale Young, recently released from service,
returns to WJBK-TV Chicago as staff an-
nouncer.
Martin Vasquez to engineering staff of
WTTW (TV) Chicago, non-commercial, edu-
cational station.
James Richard Martin, student at George
Washington U., Washington, D. G., to
WWDC, same city, as music librarian suc-
ceeding Al Smith to Schwartz Bros., also
Washington.
Barbara Berts, formerly with Young & Rubi-
cam, N. Y., to KRON-TV San Francisco
accounting-traffic departments.
Kieth S. Bittle and Martin C. Kelly, released
by armed services to inactive duty, to news
department of WNDU-AM-TV South Bend,
Ind.
Dick Halversron, KHMO Hannibal, Mo.,
to WLOI LaPorte. Ind., as newscaster.
Jim Atkins, tv editor and general assign-
ment reporter-photographer, Birmingham
Post-Herald, to WABT (TV) and WAPI-
AM, same city, news staff.
Claudia Shossow, traffic manager of KMPC
Los Angeles, to Hollywood traffic depart-
ment of KBIG Catalina. She replaces Nancy
Finicle, resigned to enter women's dress
business at Avalon on Catalina Island.
VICE PRESIDENT Bill McClean of the
First National Bank & Trust Co.,
Tulsa, steadies the contract as another
bank vice president, R. Elmo Thomp-
son, signs for Monday- Wednesday-Fri-
day sponsorship of the 10 p.m. First
News on KVOO-TV Tulsa. C. B.
(Brownie) Akers, general manager of
the station, is seated at right and news-
man Chris Condon, a Peabody award
winner, looks on.
WE ARE HERE!!
EBB
[N Main Exhibition Floor — Room 561 for "Auto-Station"
Page 110 • April 8, 1957
Broadcasting • Telecasting
Market facts
that
results in
North Carolina
WSJS-TV...
Preference of the Piedmont
North Carolina's richest, biggest market
It pays to check the facts on WSJS-TV
Winston-Salem. It's your biggest buy in North
Carolina's Piedmont section. And the Piedmont
is the state's most populous and heavily
industrialized area. Result: more income,
greater buying power.
WSJS-TV is the NBC affiliate for Winston-
Salem, Greensboro, and High Point — Golden
Triangle cities in a market of over 3 million
people.
• More TV Homes — over 500,000
TV homes!
Top Coverage
states !
-75 counties in 4
• Rich Market Potential — over 4
billion dollars buying power!
• Maximum Power — 316,000 watts
• Mountaintop Tower — 2,000 feet
above average terrain
Call Headley-Reed for
channel 12
AFFJUATE
television
WINSTON-SALEM
NORTH CAROLINA
Broadcasting • Telecasting
April 8, 1957 • Page 111
Public Relations
is no longer an intangible or indefinite factor in business,
but it is recognized in its practical application as a necessary
asset to the successful operation of a radio or television
organization.
PUBLIC RELATIONS RESEARCH ASSOCIATES HAVE HAD PRACTICAL
EXPERIENCE AND TRAINING IN THE RADIO AND TV FIELD:
In the Washington office, one associate is a former station
owner; another, for seven years, a radio commentator inter-
preting national and world happenings ; another, former Public
Relations Director at the station and netivork level with train-
ing in radio and TV communications techniques and methods.
WE SAY CONFIDENTLY— WE KNOW THIS BUSINESS
How Can We Help You?
'Public delations Mesearch Associates, Inc.
Dupont Circle Building
WASHINGTON 6, D. C.
Phone: DU 7-7608 Cable: Associates
KTRI — 5kw — KTRI
5kW — KTRI — 5kw — KTRI
"Results With Adults"
There IS a difference in audiences. Ours is the
adult audience, especially the ladies who
spend the family budget. Our music is attrac-
tive: memory snappers, toe tappers, old
favorites. In addition to the top forty, we
feature the top 6,000 tunes . . . and complete
/^local news coverage. For the third straight
r, PULSE (11/56) proves KTRI is dominant.
ONLY LOCAL STATION WITH LOCAL NEWS REPORTER
MUSIC 5000 WATTS NEWS
920 KC fl/y n r™^y ri 540 KC
kQUeOlKQkeok
ALBUQUERQUE
NEW MEXICO
SIOUX CITY, IOWA
FORT DODGE
SERVING ALL
OF IOWA
EVERETT - McKINNEY, Inc.
NATIONAL REPRESENTATIVES
KTRI — 5kw — KTRI — 5kw — KTRI — 5kw — KTRI
STATIONS
Al Henry, newsman, WISH-AM-TV Indian
apolis, to WCCO Minneapolis, Minn., news;
department.
Mrs. Lois Kahle to KHOL-TV Kearney,
Neb., as home economist and hostess ofj
Kahle's Kitchen.
Harlan Abbey, news writer at WLS Chicago:
to sports staff of WKZO-TV Kalamazoo
Mich.
Norman Kramer, public affairs producer.
KCBS San Francisco, to WCBS New York
as staff writer. He is succeeded by Kenneth
Dunham, formerly with KCBS and NBC
News in Hollywood.
Henry P. Johnston, president of Ala. Bcstg.
System (WAPI, WAFM, WABT (TV) Bir-
mingham), made member of board of Fam-
ily Counseling Assn. of Jefferson County.
John Hansen, general manager, KABC
Los Angeles, secretary of Southern Califor-
nia Broadcasters Assn., will serve as treas-
urer of group as well until new officers are
elected in May, filling the vacancy left by
resignation of Thelma Kirchner, general
manager of KGFJ Los Angeles, from post
of treasurer. Mrs. Kirchner also resigned
from SCBA board, stating that pressure of
increased business at KGFJ was forcing
her to drop all outside activities.
Carl E. George, vice president-general man-
ager, WGAR Cleveland, elected president of
Cleveland Rotary Club.
Robert S. Hix, manager of KOA Denver,
elected to board of directors, local Better
Business Bureau; Denver Retail Merchants
Assn. publicity committee; Ways & Means
Committee of State Chamber of Commerce,
and to Board of Administration of Augus-
tana Lutheran Church.
George K. Eubanks, commercial manager,
WETZ New Martinsville, W. Va., named
chairman of local 1957 American Red
Cross Drive for funds.
Ralph Renick, news director, WTVJ (TV)
Miami, elected vice president of local chap-
ter of Sigma Delta Chi.
Mildred Alexander, women's director,
WTAR-AM-TV Norfolk, Va., elected presi-
dent of state Associated Press Broadcasters.
Harry L. (Tiny) Hill, owner of KaHill Bcstg.
Co., licensee of KHIL Brighton-Fort Lup-
ton, Colo., married Catherine M. Pearson,
March 7.
Chuck Martin, assistant merchandising man-
ager, KTTV (TV) Los Angeles, father of
boy, March 14.
Allen Zimmerman, account executive, WHB
Kansas City, father of girl, March 12.
Robert Fox, KDAY Santa Monica, Calif.,
salesman, father of girl, Karen, March 7.
Harry Kirk, announcer, KVAL-TV Eugene,
Ore., father of girl, Carol Lee, March 12.
Milt Frankel, KGO-TV San Francisco floor
manager, father of girl. Barbara Ann, March
13.
Phil Thompson, account executive at WBBM
Chicago, father of girl, Judith Ann, March
19.
Page 112 • April 8, 1957
Broadcasting • Telecasting
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Page 114 • April 8, 1957
Broadcasting • Telecasting
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Broadcasting • Tblbcastins
April 8. 1957 • Page 115
STATIONS
HOW BRIGHT A FUTURE FOR
Certainly brighter than the past, maybe brighter than you think
AN UNHERALDED but significant bit of
electronic history was recorded last Mon-
day. Tucked away in a sheaf of routine
FCC handouts were six applications for fm
facilities.
After ten years — very tough years for
hundreds of fm station operators — the 92-
108 mc band was making a noise reminis-
cent in a small way of the 1947 scramble
for fm facilities. It's hard to recall a simi-
lar burst of fm activity in recent years.
Two other portents:
• A powerful station group — Westing-
house Broadcasting Co. — has in the final
planning stage one of the most important
projects in fm history. After an eight-month
study, Westinghouse is about to launch in-
dependent fm programming service in four
major markets.
This will be a commercial venture, with
a daily musical service scheduled from 4
p.m. to midnight in each market.
Westinghouse is convinced the fm audi-
ence is larger than realized; that it is a high-
income, intelligent and loyal audience, and
that advertisers should take advantage of
this chance to promote their goods and
services. In one market seldom discussed
among fm enthusiasts, Westinghouse found
evidence that 700,000 fm receivers are
within reach of programs.
BY J. FRANK BEATTY
• The third portent also involves one of
the leading station groups — RKO Telera-
dio Pictures. Now operating MBS network,
RKO Teleradio is reported to be contem-
plating a plan to set up nationwide fm net-
work service.
Are these portents — a sudden group of
fm applications and the projected entry of
Westinghouse and RKO Teleradio into com-
mercial fm programming — to be construed
as signs of a spectacular fm revival or do
they merely indicate that things are start-
ing to look up fm-wise?
Is this efficient aural medium about to
fulfill the fond dreams of its enthusiastic
founders and the hopes of those who have
underwritten money-losing fm ventures?
After ten years, what is fm — 1957 mod-
el?
Where is fm going? Where has it been?
A few weeks ago B*T took notice of the
persistent claims of fm advocates that the
medium is in the early stages of an upsurge.
Hundreds of individuals have been checked
— station operators, a cluster of happy ad-
vertisers and dozens of indifferent users of
fm time, a number of agency executives and
representatives of manufacturers.
Sifted carefully, these findings indicate
that fm is doing better than was the case
a year ago, or two years ago. It still is a
technically attractive medium that is strong,
amazingly strong, in a half-dozen major
markets and scattered hot spots around the
nation.
Unfortunately this strength is not fully
appreciated by the public or by advertisers.
Summed up, there is no indication that fm
is about to catch fire and gain the domi-
nance over am broadcasting that is found in
some European countries.
Fortunately fm still has all the qualities
that made it the golden boy of the FCC and
the late Major Edwin Armstrong, its techni-
cal founder. Fortunately, too, it has an ac-
cumulated reservoir of lessons learned from
a decade of mistakes, mis-directed promo-
tion and lack of promotion, and a lot of
unfortunate tub-thumping. Most of all, it
has the stamina and rugged endurance that
have brought it through some of the rough-
est going in American industry.
Fm operators, after a decade of frustra-
tion, still can dream. Some of the stuff these
dreams are made of can be traced to prac-
tical thinking — even practical operating
equipment.
Multiplexing, for example.
This sub-carrier or piggy-back way of
FM SETS MANUFACTURED AND STATIONS ON AIR
Number of Stations
800
Millions
1.6 -
of Sets
1.4 -
1.2 -
1.0 -
•8 —
.6-
.4-
.2
1947 1948 1949 1950 1951 1952 1953 1954 1955 1956
700
600
500
400 -
300 — f-
200
100
* 540 stations on air - March 31, 1957
1947 1948 1949 1950 1951 1952 1953 1954 1955 1956
Page 116 • April 8, 1957
Broadcasting • Telecasting
145 THEATRE-PROVEN FEATURES
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TO DANGER" GEORGE RAFT STAR OF TV'S "I AM THE LAW"
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BILL WILLIAMS STAR OF TV'S "KIT CARSON" KENT TAYLOR STAR OF TV'S
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"MR ADAMS AND EVE" JIM DAVIS STAR OF TV'S "STORIES OF THE CENTURY"
ROD CAMERON STAR OF TV'S "CITY DETECTIVE"
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Broadcasting • Telecasting
April 8, 1957 • Page 117
Success Story:
NEW TYPE STATION REP
LOOMS ON FM HORIZON
A REP FOR FM ONLY
United FM, Inc. provides stations
with both programs and sponsors
The newest development in this fast-growing medium is a service
which includes, in a single package, the facilities of a Station Rep
and a Program Service.
Paul Roberts, the man who established this new service as a direct
result of his experience in building KRKD-FM into a highly profit-
able commercial station, knows that FM is a different kind of
medium. "To be successful," Roberts says, "an FM station must
gear its programs and its sales to circumstances completely dif-
ferent from those in the AM medium."
When Paul Roberts founded United FM, Inc., the experts were
busy assuring each other that FM couldn't happen. Roberts learned
the hard way that you can't sell FM the way you do AM. Now he
has a trained sales staff that can boast success in selling more than
80 advertisers on the use of KRKD-FM's facilities. Most of these
advertisers are major accounts who originally agreed with the
"experts".
Some "experts" had maintained that FM is for music, that com-
mercials would kill the medium. Paul Roberts experimented with
commercials. His finding: that FM listeners showed a tendency to
be more responsive to tastefully produced commercials than is
generally true of AM audiences.
Equipped with a Program Production department, United FM, Inc.
has a program consultation service for its clients. In preparation
is an extensive Taped Program Library designed specifically to the
needs of FM stations.
Since word has gotten around about the success enjoyed by KRKD-
FM, other stations hoping to repeat the success pattern are signing
with United FM, Inc. Recent signers have been
WBFM New York
KDFC-FM San Francisco
KELE-FM Phoenix
For further information on how United can help you to profits in
frequency modulation radio, write or phone
UNITED FM, INC.
NEW YORK
139 E. 57 St.
PL 3-1370
LOS ANGELES
6906 Santa Monica Blvd.
HO 5-2181
Page 118 • April 8, 1957
STATIONS ;
adding one or two signals to the regular fm '
station carrier has behind it an FCC man-
date that becomes effective next July 1 —
unless it is given a third postponement. Mul-
tiplexing is the opposite of broadcasting. It
is a utility or point-to-point carrier service
beamed at subscribers with suitable re-
ceivers. Many fm operators oppose it.
Here are some of the things multiplex
boosters cite when they predict a tremendous
future for fm stations who install equip-
ment:
• Background music, now a $100 million-
plus business, should reach many times that
figure with normal new-industry growth —
especially after pirating is minimized by
multiplexing.
• Facsimile can come out of limbo, after
two decades, now that is has a channel to
ride.
• Slow-scan tv signals on fm offer a
potential of uncharted dimensions.
• Stereophonic transmission and recep-
tion of music promise to develop as multi-
plexing goes into general use and tape
libraries are expanded.
About those half-dozen applications that
rocked the FCC's fm unit back on its heels
last Monday. They were as follows:
KGB Inc., San Diego — cp for 101.5 mc
15.6 kw.
Richard W. Braham, doing business as
Independent Bcstg., New York — cp for
107.5 mc 18.4 kw (Cliffside Park, N. J.).
New Broadcasting Co., New York — cp
107.5 mc 10 kw.
Fm Broadcasters Inc., Seattle — cp 96.3
mc 17.39 kw.
Same — Subsidiary communications opera-
tion (simplex).
Saul Robert Levine, Beverly Hills, Calif. —
Change cp application from 97.9 mc to
105.5 mc.
As FCC Sees Fm
It's worthwhile taking a look at fm from
the FCC's perspective. At the moment, fm
consists of a group of around 530 operating
stations, a score of construction permits
not on the air, around 15 new-station re-
quests and 115 pending applications.
These stations show only a small percent-
age with profit margins on the Commission's
annual reports. The accounting of am-fm
and am-fm-tv operations is so complicated
that even when fm outlets bring in a tidy
piece of money, it may not show up in FCC
reports.
Two phenomena appear in fm as the Com-
mission looks around. First of course, is that
bundle of six applications that came in last
Monday. Second is the scarcity of fm
channels in New York and Los Angeles.
For a reason that looked logical as World
War II was ending, the FCC set up two
types of fm channels — Class A (local, low-
power, low-tower stations) and Class B
(capable of regional service). Most fm sta-
tions are Class B.
New York now has a dozen fm stations
that serve an estimated (Pulse) 2Vi million
fm homes. There are potential applicants
who are confronted by a shortage of avail-
able channels.
Obviously a dozen stations aren't feeding
their signals to Atlantic fishes.
Broadcasting • Telecasting
In Los Angeles there is a regulatory
crisis that hasn't been properly publicized.
Six applicants are competing for three fre-
quencies. Apparently the Commission will
be forced to hold a competitive fm hearing,
something that hasn't happened in a long
time.
Just to keep the Los Angeles record
straight, here are the six applicants:
97.9 mc — Saul Robert Levine, Beverly
Hills, and Cerritos Broadcasting Co., oper-
ating KNOB-FM Long Beach. Last Mon-
day Mr. Levine changed his application to
105.5 mc, a Class A facility.
102.7 mc — Hogan Broadcasting Corp.,
Long Beach (has KFOX-FM, Class A), and
Hall Broadcasting Co. (KLAC).
106.7 mc — Pasadena Presbyterian Church
(KPPC), and Carmin H. Wittenberg Jr.
Since Los Angeles already has 17 fm
stations (including that granted Feb. 13 to
Bible Institute of Los Angeles), it's obvious
that fm broadcasting is nourishing and wide-
spread, if not always reeking with money.
Third-ranking fm market is Washington,
D. C, where this interesting situation pre-
vails:
• Fm stations outnumber am at night,
11 to 10.
Why are all these fm stations on the
air? Why are there 530-odd fm stations be-
tween the Atlantic and Pacific?
• It's apparent to any observer that a lot
of daytime-only am outlets use this chance
to stay on the regional air at night.
• Hundreds of am stations have cruel in-
terference problems at night and they dupli-
cate programs on fm to combat this aural
chaos.
• Highly directional am operations use
fm to fill in the spaces between their elec-
tronic fingers.
• Independent music programming fits
neatly into background music services.
• The generally recognized raising of the
national level in musical tastes provides a
growing market for fm stations specializing
in serious and semi-serious music. It's inter-
esting to note that teen-agers are becoming
long-hair fans, and their ears are conforming
to the improved quality of modern record-
ings as well as the special ability of fm to
provide noise-free, high-fidelity signals.
• Many stations sell sports fm-only, or
on fm at night in the case of am daytimers.
• The word has been trickling around
for some time that fm has hit bottom and
is now starting upward.
• A number of national advertisers are
starting to show interest in the high-quality,
faithful audiences that fm stations com-
mand.
• Most rates run only 50% to 60% of
am rates.
• Hi-fi and not-so-hi-fi receivers are com-
ing in from abroad, many of them attrac-
tively priced.
• A check of domestic manufacturers
shows a willingness to join Zenith and Gran-
co in shooting for a mass market if public
interest in fm continues to climb.
• Some new regional hookups are being
talked up.
• Fm is fine in bad weather.
• The custom hi-fi audience, while not
Broadcasting • Telecasting
1,407,000
is a lot of anything
. . . but in FM it's
TREMENDOUS!
You bet it is! In this particular 'lot' we're speaking of FM radio
sets in use in the Los Angeles Metropolitan area (Los Angeles
and Orange counties). FM radio penetration has hit a new high,
now a part of one half (50%) of all radio homes . . . and it's still
growing!
KRHM-FM
FORMERLY KFWB
. . . proud to serve the 1,407,000 FM radio sets in Los Angeles
and Orange counties. Add to this amazing million-plus story
the 58,000 watt KRHM coverage of eight additional important
Southern California counties (San Diego, Santa Barbara, Kern,
Imperial, Riverside, San Bernardino, Ventura, and San Luis Obis-
po) and you've got a LOT of EVERYTHING.
KRHM covers all of the 8,000,000 radio-minded Americans of
Southern California. Fifty percent of this populace is already
living in this new world of entertainment and public service.
Says Jane Leider, Media Director of
Mogge-Privett, Inc. "We feel that our
105 time signals per week for our
client, Seven Up Bottling Co. of Los
Angeles, are doing a real job."
KRHM-FM 94.7
From MOUNT WILSON (Formerly KFWB-FM)
STANLEY WARNER THEATRE BUILDING
Hollywood Blvd. at Wilcox • Telephone HO. 7-5167
HARRY MAIZLISH, President
RUTH MAIZLISH
Director of Programs
DALE PETERSON
General Manager
J$(MXTJfTE
Corporation
LEASING IS
OUR BUSINESS
(l
Choose your own supplier, then lease trans-
mitter, studio, equipment, machinery, etc.
through BLC. Conserve capital — reduce
taxes. Anywhere U.S.A.
CONSULT DENVER REPRESENTATIVE
GENE O'FALLON & SONS, INC.
639 GRANT STREET AMherst 6-2397 DENVER 3, COLORADO
' >
GENE
O'FALLON
FRANK
BISHOP
GENE
O'FALLON
JR.
April 8, 1957 • Page 119
STATIONS
a mass market, is a fussy one and many fm
stations cater to it successfully.
• The electronic woods are full of ex-
perts who cling to the belief that all aural
broadcasting will move to fm some day.
• Some operators have so much money
invested in fm that they're afraid to back
out.
• Others have their investment written
off and don't mind a little extra expense in
view of the satisfaction of putting out a
clean signal based on quality programming.
• A number of new fm service enter-
prises, such as station-network representa-
tives and regional networks are projected.
These include such projects as Western Fm
Network, providing taped packages west of
the Rockies, and proposed formation of an
fm representative-promotion service during
the current NARTB convention by Charles
W. Kline, of Chicago, sales representative.
He also wants to form an all-inclusive fm
trade association.
Educated Guesswork
Since there isn't anything resembling a
meeting of the minds on fm's circulation or
impact, the only course available is a listing
of available data — some of it scientific,
some semi-scientific and some educated
guesswork.
First of all, Radio-Electronics-Tv Mfrs.
Assn. production data indicate that 7.5 mil-
lion receiving sets with fm tuners have been
produced since production was resumed in
1947 following the World War II layoff. The
figures range from 1,140,000 sets produced
in 1947 and 1,529,000 in 1948, the peak fm
year, to 250,000 in 1955 and 200,000 in
1956. For five postwar years the factory out-
put hovered around or above the million
mark. Then in 1952 the factories began
losing interest, producing 525,000 sets with
fm. Now the figure is down to a skeleton
level.
Zenith has led the fm set field for years.
Then in 1954 Granco Products Inc., Long
Island City, N. Y., decided to add fm radios
to its line of uhf tv converters. Now it claims
a third of the national fm production, mak-
ing fm and am-fm tuners as well as complete
sets though not a basic maker of hi-fi com-
ponents. Granco sets range from $33.95 to
$59.95 plus clock fm radios from $54.95 to
$64.95. Some talk has been heard that Gran-
co might turn out sets for some of the major
manufacturers, but this can't be verified.
Granco expects to hold its one-third pro-
duction figure during 1957 when it figures
the industry will turn out 500,000 sets with
fm receivers.
Fewer than 12,000 of the 7.4 million tele-
vision sets produced last year contained
tuners capable of catching the fm broadcast
band. This is due to the dominance of the
turret-type tuner, which has almost pushed
the continuous model, with its 88-108 mc
segment, off the market.
Fm imports are starting to increase, and
RETMA has deigned to recognize their ar-
rival by naming a special committee headed
by its president, Dr. W. R. G. Baker, Gen-
eral Electric Co., to look into the matter.
The committee has bought some foreign sets
and is now in the process of dissecting them
on laboratory benches to see how good they
are. GE, by the way, is showing new in-
terest in fm set production and the fm au-
dience.
In 1955, imports ran about 20,000. They
rose to 50,000 in 1956 and are expected to
reach 75,000 this year. Among popular
makes are Majestic-Grundig, Telefunken,
Elite, Phillips (Norelco), and Blaupunkt.
Most have English dials and often they are
shipped in chassis form, with U. S. tubes
inserted in the sockets.
Fm for Automobiles?
Blaupunkt has entered the U. S. market
with the dream of all fm operators — an auto
radio tuning the 88-108 mc band. If these
catch the interest of the U. S. public, man-
ufacturers will have something new to think
about.
Unfortunately, most American factories
show no enthusiasm for the fm set market.
They think in terms of millions and are
loathe to turn out the more intricate fm cir-
cuits despite their experience in producing
tv receivers with similar tolerances. The
same lack of enthusiasm marks their ap-
proach to all-wave tv sets and those on the
market are vhf sets with uhf built into the
tuners.
A rumor that Motorola was coming out
soon with an fm auto set was flatly denied
by that company.
Some engineers still feel auto fm sets
aren't practical and they claim imports aren't
completely workable. Transit radio proved,
and
and
nu
mm Iwli
the only 24-hour FM-AM music station
for southern California
complete duplicated coverage at one rate card rate
1330 on your radio — 92.3 on your FM
0K/AC
LEADS IN FM LISTENERS IN THE LOS ANGELES MARKET
see PULSE L. A. Survey — Jan. '57
Page 120 • April 8, 1957
Broadcasting • Telecasting
Bay
KMPC
and
KSFO
Reach
9 out of 10
Californians!
KSFO
560 kc San Francisco
Reaches
4Y2 Million
KMPC'
710 kc Los Angeles
Reaches
Th Million
GOLDEN WEST
BROADCASTERS
KMPC KSFO
Gene Autry, Chairman, Board of Directors
Robert O. Reynolds, President
National Representatives:
AM Radio Sales Company
STATIONS
prior to its Supreme Court scuttling *, that
antennas and receivers can be installed pro-
fessionally on buses and trolley cars. Transit
fm is now catching on in Mexico and a num-
ber of other countries beyond the U. S. Su-
preme Court's jurisdiction.
Several leading research organizations
have made local estimates of local fm circu-
lation and one has a national figure. Adver-
tising Research Foundation, financed coop-
eratively by advertisers, agencies and media,
made a study in May 1954 showing that
9,390,000 radio sets in the U. S. can receive
the signals of fm stations. The research was
done for ARF by Alfred Politz Research
Inc. This is the highest of all estimates. ARF
data are deemed impartial.
Many local surveys have been made in the
last two years. Latest is that of Audience
Analysts, Philadelphia, which found in a
survey conducted in March that 38% of all
households in the Philadelphia market have
fm radios. AA's figures were just being com-
pleted at the weekend. They show that 30%
of fm homes reported regular use of their
fm radios compared to 27.1% in a survey
conducted last June.
The AA study in Philadelphia shows that
fm homes have more portable radios and
portable tv sets than am-only homes, indi-
cating a higher quality market, according to
Mrs. Doris Selinger, AA president. Mrs. Sel-
inger reported these findings — more fm set
owners use their fm on weekends than is
the case of am usage in am-only homes, with
the Monday-Friday ratio about the same.
She added that "a high percentage of fm
owners use their fm sets three to eight hours
a day, showing a 'selective devotion' to fm
programming."
Los Angeles is the fm capital of the na-
tion, judging by a careful look at the market
by B«T. One station claims 3 million fm
listeners in its wide coverage area. A Janu-
ary, 1957, Pulse survey indicates a 10% in-
crease in fm saturation since March 1955,
or an fm saturation of 48%. Sixty percent
of fm homes use their sets during the week
(48% in March 1955), or 1.8 hours a day
compared to 1.3 hours of am usage for am
homes, according to the survey.
In New York City, a Pulse survey made
last December for WQXR-FM showed
56.4% fm home saturation, or 2,462,583
homes.
A Pulse survey conducted in Washington,
D. C, for WWDC-FM showed 41% of ra-
dio homes in the metropolitan area with fm
receivers compared to 39.1% in April 1955.
Sixty-eight percent of homes used their sets
during the survey week (Dec. 1-7, 1956),
compared to 62.9% in April 1955.
Since it supplies background music
through a corporate cousin, Tempo Inc.,
WWDC-FM made a survey of Washington
dentists and doctors. It found 46% of den-
tists and 16% of doctors with fm receivers
in their offices, picking up the background
music free but with news, commercials and
other talking material included. The fm sig-
* U. S. Supreme Court ruled 7-1 May 26, 1952,
that the Constitution does not preclude a transit
operator from carrying radio programs in its ve-
hicle. Despite this favorable ruling, WWDC-FM
Washington abandoned transit service a year
later, claiming an organized minority induced
advertisers to stop broadcasting and plagued sta-
tion with assorted costly litigation.
Page 122 • April 8, 1957
nals penetrate modern buildings more easily
than am broadcasts.
The Pulse data for Washington showed
that 45.4% of fm homes have table models,
30.2% radio consoles and 24.4% have tv
combination consoles.
In Chicago Edward A. Wheeler, president
of WEAW-FM, estimates the number of sets
in the coverage area at 980,000 and figures
it will soon reach a million. He estimates the
number of listeners in the primary fm recep-
tion area at 1.7 million.
WPEN-FM Philadelphia, computes fm
circulation in that market at 500,000 homes.
The city is one of the more active fm centers
in the nation.
These are some of the circulation figures
culled from the relatively few recent surveys
on the subject.
How High Is Hi-Fi?
The hi-fi audience is hard to describe in
mathematical terms. First there is the matter
of semantics: How high and how low are hi
and fi? Enthusiastic sales claims range from
a bottom point of 15 or 20 cycles all the
way up to 40,000 and beyond.
Some hi-fi boosters are insulted when their
cult is numbered at a mere million fm homes
containing custom gear or consoles that will
produce quality sounds from an fm tuner.
Others doubt if the number of separate am
and am-fm tuners made for custom installa-
tion will come near the million mark. At
any rate, a dozen-and-a-half manufacturers
are turning out am and am-fm tuners for the
custom trade.
Interest in hi-fi has mounted swiftly in re-
cent years, spurred by notable improvement
in the reproduction quality of phonograph
records, the availability of fm service and
the promotional advertising by equipment
makers, retailers and custom suppliers. Lat-
est to join the custom field is Ampex Corp.,
designer of the pioneer tv tape recorder.
Ampex has formed a subsidiary, Ampex
Audio Inc., to manufacture hi-fi consumer
retail items.
One of the most exhaustive looks ever
taken at the current fm situation was the sur-
vey announced recently by NARTB. The sur-
vey was conducted in late 1956 under direc-
tion of John F. Meagher, NARTB radio vice
president, and Richard Allerton, research di-
rector, at the instigation of the association's
Fm Radio Committee, headed by Mr.
Wheeler, WEAW-FM Evanston, 111.
With 168 usable replies received from
questionnaires sent 334 fm members, the
NARTB study produced such findings as
these:
• Three out of four stations are on the
air before noon; 19 out of 20 after noon.
• Six stations have storecasting, 161 don't.
• Five have multiplexing. 162 don"t.
• Twenty-eight plan to multiplex. 113
don't.
• Twenty-three supply background music,
145 don't.
• Am coverage is aided by fm duplication
of programs, said 123; 29 said it wasn't.
• Definite increase in public's interest in
fm noted in last year by 76 stations; eight
found declining interest.
• Programs are ranked in this order —
Broadcasting • Telecasting
is
THAN A RATING
'BUT, if it's a rating you wont,
look at the
Providence Television ARB
for February, 1957:
SHARE OF AUDIENCE
WPRO-TV 2ndSto. Others
SIGN-ON TO NOON
Mon. thru Fri.
NOON TO 6:00 P.M.
Mon. thru Fri.
6:00 P.M. TO MIDNIGHT
Sun. thru Sot.
62.3% 34.2% 3.9%
51.7 42.1 6.5
52.3 43.1 4.6
As for WPRO Radio, the brand new
1957 Pulse Area Report proves conclu-
sively that WPRO continues to be the
number one Rhode Island station by
a decisive margin. Ask your Blairman
for the facts!
* Leadership is service! And for over 25 years, a
basic operating principle of Cherry & Webb Broad-
casting Company has been — public service builds
public acceptance!
Public service awards adorn our walls. Our files
bulge with letters of appreciation from civic, reli-
gious, educational and charitable organizations.
They testify we are ever mindful of our public trust.
And, Cherry & Webb Broadcasting Company
believes public service extends beyond on-air per-
formance. That's why Cherry & Webb sponsors a
Youth Orchestra project in cooperation with the
Rhode Island Philharmonic Orchestra. That's why
Cherry & Webb presents annual University of Rhode
Island Summer Music Camp scholarships to the award
winners of WPRO's "Youth in Music" program series.
Certainly, the best in entertainment has been a
"must" in establishing WPRO and WPRO-TV as the
leaders in Southeastern New England. So, too, has
the application of another basic operating principle
— public service builds public acceptance!
w
PRO
BASIC CBS RADIO
630 KC. • 5000 WATTS
w
PRO -TV
BASIC CBS TELEVISION
CHANNEL 12 • MAX. POWER
CHERRY & WEBB BROADCASTING COMPANY • PROVIDENCE
Broadcasting
Telecasting
April S, 1957 • Page 123
STATIONS
music, sports, news. Sports programs are
sponsored on 41 stations, music on 20.
• Seven stations are 90-100% sold out.
• Median fm time charges are about half
the am rate.
• Best sponsors are record and hi-fi deal-
ers, appliances, automotive, beer, gas and
oil
Some typical observations made by those
who put comments on their NARTB ques-
tionnaires:
• Newspapers don't carry fm logs.
• Some manufacturers don't like fm.
• Some of the sets drift.
• Fm auto and clock sets are coming.
• After 10 years, an educational job hasn't
been done on the public or dealers.
The NARTB survey showed 13 profitable
stations with 42 holding their own and 78
losing money. Of fm-only stations, 13 are
making money, 36 are holding their own
and 38 are losing money.
Why don't the money-losers quit? The
survey indicates some have a lot of money
invested and are afraid to back out. Others
are hanging-on pending the development of
multiplexing and in anticipation of growing
interest in hi-fi and stereophonic sound. Still
others figure all aural broadcasting may be
shifted to the fm band some day.
The increased interest in better music and
background music looks good to many
with fm transmitters. Goodwill is created
Page 124
April 8, 1957
for their am and tv services some of those
with double and triple services believe.
There's no unity of thought among fm sta-
tions on the subject of multiplexing. Some
have quietly fought the FCC's action, taken
two years ago, which specified that any spe-
cial fm station services such as background
music must, be carried by multiplexing. The
FCC order was twice postponed for a year,
with current deferment ending next July 1.
Stations opposed to multiplexing contend
that equipment makers sold the FCC a bill
of goods in an effort to sell their apparatus;
that the stuff isn't reliable when used with a
large number of receiving sets over a wide
area; that present beep control of subscriber
receivers to eliminate talking from fm station
music is adequate and economical, and that
to convert to multiplexing would cost a lot
of money. They add that broadcasters will
become more interested in their sidelines
than in their program service to the public.
Fm station members of NARTB were ex-
pected to discuss the FCC order at their
meeting this afternoon (Monday) prior to
the formal convention opening. Many fm
operators, including some of those who pro-
vide music service by beep or simplex meth-
ods, are opposed to multiplexing on the
ground they will have to buy a lot of expen-
sive equipment.
One typical station installation of multi-
plex equipment would include a Browning
Labs, modulator-exciter unit costing $5,000
plus a $189 muting unit at the transmitter.
Receivers likely would cost $150 at first but
this might be cut as production increased.
Right now 32 fm stations are multiplex-
ing background services, with around 75 sta-
tions selling music via multiplex, beep-sim-
plex and telephone lines.
Out Go Bootleggers
There's one angle of multiplexing that
can't be ignored. This piggy-back transmis-
sion of music can pretty well eliminate boot-
legging by dentists and places that take an
fm station's signals off the air with an ordi-
nary fm receiver.
But it's quite reasonable to predict that
fm stations, having invested in multiplex ap-
paratus, will stop putting out background
music as normal fm broadcast service and
shift to another type of programming — pop
and pitch, for instance. Thus the public
stands a chance of losing, under this thesis.
Such multiplex enthusiasts as Don Lewis,
general manager of Multiplex Services Corp.
and Gardiner G. Greene, president of
Browning, contend equipment troubles have
been solved. Mr. Lewis credits multiplexing
for "the current rebirth of fm . . . activity."
Twenty-six fm stations are using Brown-
ing receivers, Mr. Greene said. W. S. Hal-
stead, president of Multiplex, said the first
three Multiplex stations using Multicast
equipment have successfully completed their
first year of commercial operation. They are
WFLY (FM) Troy, N. Y.; WFNC-FM Fay-
etteville, N. C, and WGH-FM Newport
News, Va. Browning is announcing its new
line of multiplex transmitter gear at the
NARTB convention. Transmitters are made
for Browning by Gates, but Browning man-
ufactures its own receiving equipment.
As multiplex equipment enters the prac-
Broadcasting • Telecasting
ILLINOIS'
2nd BIG MARKET
PIMITBOUI
*
*OId Indian word for Peoria
area meaning "land of plenty."
TOP SHOWS!
TOP TOWERi
TOP
COVE**0**
Only Chicago tops Metropolitan
Peoria in population, income and
retail sales.
PEORIA"SetslnUse"TOP
19 MAJOR TV MARKETS
• 28.1 Avg. (7 AM-Midnight)
• 47.6 Avg. (5 PM-Midnight)
• Higher than 19 of the top
major TV markets
(compiled from ARB 11/56)
ONLY WTVH DOMINATES
WITH CBS-ABC:
• 14 of the top 20 shows
• 151 of 196 evening V* hours
(ARB 11/56)
• covers 18 rich counties
EDW. PETRY & CO.
NATIONAL REPS.
affiliated with
Peoria Journal Star
VH
Channel 19
PEORIA, ILLINOIS
STATIONS
tical stage, criticism of its operation is an-
swered by manufacturers. Browning con-
tends its receivers are now practically fool-
proof. Multiplex claims its Troy installa-
tion, for example, is reaching Pittsfield and
Lenox, Mass., both over 55 miles away. To
the charge that large numbers of sets can't
be serviced, Multiplex cites 100 WGH-FM
subscribers in the Newport News-Norfolk-
Virginia Beach area.
Herkins & Hershfield Lab., Phoenix, is
another multiplex manufacturer experiment-
ing with this process. A number of suppliers
have eight-hour tape service, including Mu-
zak, National Musitime, Magnetronics and
RCA.
While wire lines are technically adequate
for transmission of music to subscribers, the
evolution of major cities into a series of
suburban satellites can affect the cost of serv-
ice since telephone charges are often based
on quarter-mile units.
Only two piggy-back signals are feasible at
present, but multiplexers figure they can add
one or two more in a few years. Only one
of the signals can meet hi-fi music specifica-
tions of 15,000 cycles but the 8,000 cycle
background music standard poses fewer
problems.
That's the way multiplexers and station op-
erators look at this relatively new art at this
point, judging by comments made to B*T.
AN FM SAMPLING
IN LOOKING over a vast amount of ma-
terial showing just how a half-hundred fm
stations in a score of markets are running
their business and serving their public,
one can pluck only a few samples and
try to stuff them into a thimble. The de-
tailed story would fill many pages but here
are just a few of the interesting features,
typifying the way today's fm broadcasting
industry operates:
NEW YORK
The birthplace of fm and hi-fi. WQXR-
FM duplicates its am service, with the two
sold jointly. All live music is stereophonic,
which hi-fiers love. Elliott M. Sanger, ex-
ecutive vice president and one of the early
good music-good sound promoters, sees a
bright future for fm if used primarily for
broadcasting and not functional sidelines.
WQXR-FM feeds a number of stations up
to 100 miles out, without cost.
WBAI (FM), originally run by Ira Hirsch-
man who tried to get manufacturers to help
finance fm as a set-selling device, is now run
by Ted Deglin, public relations man for
Madison Square Garden. Musical standards
range from short to long-hair. It's now
breaking even "and may realize a profit any
minute," according to Mr. Deglin. WBAI
has 30 sponsors, many of them hi-fi stores.
The rate is $40 an hour compared to $400
for WQXR.
WBFM (FM), operated by Muzak Inc.
Manager John Andrus, has a few sponsors
and many who pay for background music.
WPAT-FM Paterson, N. J., is a little over
a year old, figures it is reaching class adver-
tisers and offsetting the reception problems
aggravated by continued erection of new
steel buildings. One of the important inde-
pendents in the area is contemplating enter-
ing fm this year.
WOR-FM's Music From Studio X pulled
12,000 pieces of fan mail last fall, 26%
of them commenting on the fine fm recep-
tion. WWRL-FM is separately programmed
but only recently started to sell its time.
WHOM-FM is merchandising vigorously,
feeds music to stores and has a Chinese
disc jockey show sponsored by Pabst and a
string of Chinese suppliers. Chinese fm
ownership is double the New York average.
A day timer, WLIB, has just applied for
107.5 mc, described as the last open channel
in the market.
LOS ANGELES
With Pulse claiming there is more fm than
am listening, Los Angeles is fm's most active
market. The Pulse survey shows that two
out of three fm listeners like good music,
one of three like the toned-down commer-
cials and one out of five emphasize the
superior sound. Only 1% mention the static-
free signals, which should interest the hardy
developers of fm who filled the postwar air
with sweet claims about freedom from
static and the dulcet charms of 25,000
cycles and overtones. Roughly one-eighth
of fm homes have hi-fi equipment.
KFAC-FM duplicates am classical and
semi-classical musical programming, 24
hours a day. Sponsors include Southern Cal-
ifornia Gas Co., 16 years; Southern Counties
Gas Co., 16 years and Slavick Jewelry, 13
years. Calvin J. Smith, general manager,
said the stations carry no alcohol or tobacco
accounts. "We tried Kent cigarettes but the
roof fell in," he added.
KCBH (FM) limits commercials to one
minute in 20, carrying diversified musical
programming. Success stories include Gough
Industries (custom hi-fi and MG autos). A.
A. Crawford, owner-manager, said he lost
$48,000 the first year after buying from
MGM but now is better than breaking even.
He owns a music store in Beverly Hills, a
natural combination.
KRHM (FM), formerly KFWB-FM,
feeds music to 40 Thirftymart stores, ac-
cording to Harry Maizlish. who added, "We
can avoid high am overhead. There's no
need to double-spot unless we get greedy."
A new Seven-Up contract covers 15 time
signals a day.
KRKD-FM is leased to Musicast for 24-
hour background service. It also sells 25-
second announcements. The contract expires
this summer, after which Musicast will
serve music from its own station, KMLA
(FM). J. B. Kiefer, Musicast president, said
750 music clients are served but countless
others bootleg the service, some even having
crystals to cut out commercials.
Los Angeles stations have dozens of highly
pleased sponsors. The market is living proof
that fm, given a chance, can be an effective,
reasonably priced advertising medium and
an efficient broadcast service.
Starting this week KUTE (FM) is offer-
ing a new type of time zone programming,
gearing music to the hour. The 24-hour
Page 126 • April 8, 1957
Broadcasting • Telecasting
How permanent is "temporary"?
YOU STILL PAY THESE
"TEMPORARY" TAXES
ON TRANSPORTATION
10 % tax on passenger fares .. .
3 . _ _ ^
^ tax on freight charges... ,,,, ^ ^J.^ -^-^-ai?
You should have relief from the burden of these
During World War II the Federal Government imposed special
excise taxes on the passenger fares and freight charges vou paid
to railroads and other common carrier transportation. One reason
for these special taxes was to discourage the use of these trans-
portation facilities in wartime.
World War II is long since over but these taxes go on — and
on. You are still paying them. On nearly all intercity tickets,
they add an extra 10 per cent to the fare you pay. And as goods
move through the processes of production and distribution, they
add 3 percent to the freight charges at every stage of the movement.
These burdensome and discriminatory taxes are still dis-
couraging the use of our public transportation systems. And by
so doing, these taxes are weakening our public carriers — essentia1
to peacetime commerce and vital to national defense.
ASSOCIATION OF
AMERICAN RAILROADS
WASHINGTON, D. C.
World War taxes— now!
Broadcasting
Telecasting
April 8, 1957 • Page
STATIONS
FM REVISITED, STILL FRUSTRATED
ONE year ago, at NARTB convention
time, Ray Stone,
timebuyer of
Maxon Inc., a
major agency,
completed a
study, "Fm: The
Frustrated Me-
dium,'" a 26-
page appraisal
summarizing fm
problems and
concluding that
fm "could be,
and potentially
is an elective medium for advertisers"
[B»T, April 16. 1956].
What does Mr. Stone think a year
later?
MR. STONE
"Fm broadcasting activity has increased
tremendously at the local level," he told
B«T, "but it hasn't broken through on a
national basis."
He contended fm needs a little recog-
nition by national advertisers who, inci-
dentally, aren't usually impressed by
occasional local success stories.
Mr. Stone cited the lack of open fm
channels in the New York market and
the widespread quickening of activity in
many medium-sized cities as typical sym-
bols of the medium's revival. Favorable
to fm, he added, are the decreased avail-
abilities in tv and the growing demand
for early-evening am time.
"It's about time for an fm network to
get underway — in a national way," he
said.
news operation is not affected, said R. P.
Adams, owner-manager.
PHILADELPHIA
With circulation estimates ranging up to
500,000 fm homes, the medium has a solid
foundation in the city and the future looks
promising. WFLN (FM), managed by Ray-
mond S. Green, has been an fm pace-setter
for years with its carefully programmed
serious music. National sponsors include
Air France, American Stores Co. (Acme),
Berlitz schools, Boeing Airplane Co., Den-
mark Cheese Assn., French Tourist, Charles
E. Hires Co., KLM airlines, LAI airlines,
Lufthansa, Newburger & Co. and Capital
Airlines. Mr. Green operates Good Music
Broadcasters Inc., a representative firm.
Strawbridge & Clothier, $80 million mer-
chandising giant, has been a regular WFLN
sponsor for AVi years, sponsoring daily spots.
Other Philadelphia stations are finding
added interest in their fm service. WFIL-
FM has strengthened its evening music
service with weekend programming. WIP-
FM has devoted much time to UN sessions
in New York. WCAU-FM supplies Muzak
back ground service.
WPEN-FM recently conducted a mail
study showing male listeners to its instru-
mental music range from engineers, phy-
sicians and businessmen to merchants, sales-
men and machinists. Housewives and office
workers top the female listeners. Advertisers
include a radio-tv store, automotive firm,
John Middleton tobacco, Industrial Trust
Co. and a restaurant. The station has a rate
card showing an hourly announcement, or
122 a week, for $350; 15 a week cost $50.
WFLN has a series of comparative cost
tables that credits fm with a much lower
per-inquiry response cost than am and print
media.
WASHINGTON-BALTIMORE
WWDC-FM, operated by Ben Strouse,
an early and successful fm zealot, is putting
out an intricate background music service
of wide popularity in homes and business
places. The music, based on Muzak discs
and standard 45 rpm records, is sold widely
through beep simplexing. Mr. Strouse was
one of the transit radio pioneers and still
gets red-necked about the roughing-up it
received from organized opposition that
managed to crush a new medium despite
failure to get Supreme Court support. The
station is experimenting with Plexton
multiplex apparatus. Drugcasting music,
with announcements, is fed to 86 Peoples
Drug Stores. Some music accounts are still
fed by line. While the accounting is diffi-
cult, WWDC-FM is about breaking even.
"Fm was never properly sold," Mr.
Strouse claimed. With a $2 rate for fm
spots, WWDC-FM doubled sales last year
and may start aggressive selling. He doubts
if fm will ever replace am, short of a ma-
jor radio reallocation. "Fm should have
been developed as a new program service,
without the hi-fi emphasis," he said.
WMAL-FM Washington began separate
programming a few months ago. Mail pull
has been "fantastic," according to Fred-
erick S. Houwink, general manager. Sepa-
rate programming runs from 6 p.m. to mid-
night, starting with lighter music and grad-
uating to long-hair by 10 p.m. "Fm defi-
nitely has a commercial future if the in-
dustry figures out how to use it," he said.
An occasional mechanical difficulty at
WTOP-FM will light up the switchboard
like a Christmas Tree, said Lloyd W. Den-
nis, WTOP-AM-TV vice president-sales
manager. WTOP-FM duplicates the 50 kw
am outlet's programs.
M. Robert Rogers, president-general
manager of WGMS-AM-FM, pioneered
serious music in Washington when the am
outlet was a daytimer. It's fulltime now.
and sale to RKO Teleradio is involved in
FCC proceedings. Since the sale was an-
nounced the music has veered somewhat
to medium-hair at times. Mr. Rogers notes
that fm is a low-cost medium but agencies
shun it because of the high bookkeeping
and other overhead cost plus the difficulty
of buying national fm time. "Fm needs
uniform programming and national plan-
ning," he said.
Everett L. Dillard, operating WASH
(FM) Washington, finds a regular response
to serious music programming from points
up to 75 miles distant. Other Washington
as well as Baltimore stations claim similar
response. Mr. Dillard fought many of fm's
early battles, having put his station on the
air in 1945. He notes an intense audience
loyalty.
At WOL-FM, Vice President Charles
Dillon reports wide interest in an evening
good-music service directed by Paul Hume,
music critic of the Washington Post-Times
Herald.
WITH-FM Baltimore started separate
programming of serious music four years
ago. Six new sponsors were signed re-
cently, including Baltimore Gas & Electric
Co.; Cloverland Farms Dairy; the large
Hochschild, Kohn & Co., department store;
Loyola Federal Loan Assn. and a moving
firm.
WITH-FM won't interrupt a symphony
for any reason — not even the clock. It
has a number of long-term sponsors. If a
5 p.m. symphonic program runs to 5:54,
the next program gets underway. Sam
Kravetz, manager of the fm outlet, says
the station caters to the tastes of a cultural
market having a high fm saturation.
WITH-FM shows a modest profit, with
all fm expenses accounted for in the book-
keeping. Its Adventures in Music Listen-
ing is fed to 300.000 school children, pro-
grammed by grades. The program will be
extended to other Maryland communities
which also will make it part of the curricu-
lum. Savings Bank of Baltimore and Mary-
land Cooperative Milk Producers are spon-
sors of the school programs. Commercials
are catchy, with the youngsters singing them
in unison. Both sponsors are signed for
WE ARE HERE!!
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Page 128 • April 8, 1957
Broadcasting • Telecasting
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WASHINGTON, D.C. • DETROIT • MIAMI • PHILADELPHIA • TORONTO • LONDON
Broadcasting • Telecasting
April 8, 1957 • Page 129
1*'
Cf0
the
in Louisiana's
2 biggest markets
A
CoonUV-^^ „ lh. 3!
d onW »°
KCU
The BIG City Station
with the
Country Flavor
S000W 980 KC
WMRY
"The Sepia Station"
1000W 600 KC
STATIONS
1958. WCAO-FM Baltimore, also with a
far-reaching signal, features pop music.
CHICAGO
One of the earliest and most vigorous
advocates of fm, Mr. Wheeler likes to call
his am daytimer a supplementary service
to WEAM-FM and he can cite some good
reasons for the description. "We just plain
have more listeners on fm than we do on
am," he said. With operating costs "very
nominal," he said fm revenue "is largely
responsible for the profit of our operation
as a whole."
Most of the WEAV advertising is local
but "more national agencies use fm than
am," he said, adding, "If the average am
broadcaster — not including clear-channels
— knew what fm could do for his operation,
he wouldn't stay out of it. Assuming fm
could add only 20% to his total am audi-
ence, it would be worthwhile.
Mr. Wheeler's fm coverage goes far be-
yond the metropolitan-area am service. He
numbers the number of listeners in the fm
primary area at 1,700,000. Advertising
messages are broadcast at different times
on am and fm for a single rate.
WFMT (FM) Chicago, operated by Ber-
nard Jacobs, was one of the three Alfred
I. du Pont Radio and Tv Awards winners
for its role in using broadcasting "to en-
large and enrich community experience."
The station has a program guide with
14,500 subscribers who pay $4 a year.
Last October Bowman Dairy, described
as Chicago's largest, through J. Walter
Thompson Co., started a Monday-Friday
6:30-9:30 a.m. classical music period on
WFMT, with four hourly commercials. The
agency was "astonished" at the quantity
and quality of letters. The series was re-
newed after a successful 13-week test. JWT
is understood to feel the series has attracted
new customers to the delivery service.
"Fm broadcasters should stop crying
about the FCC and tv," Mr. Jacobs said.
"It will not replace am. These things must
be forgotten. The medium has never been
properly promoted on a national basis and
the use of joint am-fm call letters has con-
fused the public."
KANSAS CITY
KCMO-FM Kansas City, a Meredith sta-
tion managed by E. K. (Joe) Hartenbower,
is in its fifth year of good music program-
ming. The plan was started in 1953 as a
two-month experiment. It quickly met an
"overwhelming response," Mr. Hartenbower
said. The basic purpose is to entertain, not
educate. "We want to make fine music an
accepted and enjoyable part of the average
mid-American's life," he explained. ""We
want to make fine music a self-supporting
part of American business life."
The programming offers "exciting con-
trasts," restful mood numbers and familiar
selections. Programming is emotional rather
than academic. The bulk of numbers in the
evening are traditional, melodious and fa-
miliar. Modern selections have a place, too,
but they aren't too unusual for the average
lover of fine music.
KCMO-FM finds 23.6% of metropolitan
Kansas City homes have fm sets and use
them. Monthly program schedules are print-
ed but the station can't get Star listing.
High-Fidelity Center is getting "excellent
results," according to Robert A. Nelson,
sercetary-treasurer. J. C. Nichols Co. likes
fm, with R. E. Whitmer, advertising-public
relations director, saying, "Fm broadcasting
has a definite spot in any type of advertising
which bespeaks quality."
SOME FM HIGHPOINTS
One of the successful fm networking ven-
tures is Rural Radio Network, in New York
State, operated by Northeast Radio Corp.,
Ithaca. The network consists of five basic
fm stations, owned and operated by RRN;
five affiliated fm stations and 18 am affili-
ates. Fm outlets at Waterstown and Massena
have left the network. WWNY-FM had high
labor costs and was unable to use remote
control operation, according to RRN.
WMSA-FM Massena is still on the air but
the RRN air fm relay can't reach the station.
RRN carries IVz hours a day of farm
information. Hourly five-minute newscasts
originate at WQXR-AM-FM New York.
Fifty-five minutes of each hour consist of
background music, uninterrupted by com-
mercials. This music is used in Central New
York for Storecasting.
H. S. Brown, RRN network manager,
said installation of multiplex transmitters as
equipment becomes available will bring a
shift of background music to a subcarrier,
but the group is not going to serve as a
franchiser. RRN weather and road round-
ups are fed to 21 am stations. "Because we
have this availability we are able to sell our
fm time," Mr. Brown said.
In Cleveland WGAR-FM programs sep-
arately 7:45-11 p.m., according to Vice
President Carl E. George. Henry Pildner,
music director, is featured. The music starts
out in a light classical vein, shifting to
serious numbers at 8:30. Among sponsors
have been a decorator, department store,
auto dealer, record shops and hi-fi dealers.
Currently WGAR-FM is sustaining.
"We have faith in the program and intend
to continue on a sustaining basis," Mr.
George said. "We feel that radio, to expand
its services, must reach audiences with spe-
cial interests. We feel fm can provide these
special services, with am directed to a
broader appeal. Fm provides a way radio
can add to its revenue when am rates reach
a competitive maximum. We do not feel fm
should reach captive audiences such as drug
or food stores. The services should be avail-
able to anyone within reach of the signal."
WDOK-FM, another of the six Cleveland
stations, started separate programming last
June, featuring only good music — not neces-
sarily classical but not fleeting pop stuff.
No jingles are allowed and commercials are
limited to 45 seconds after 15 to 20 minutes
of programming. Pre-cut tapes are used.
Ampex and Seeberg equipment handle even
commercials and station breaks automat-
ically. Frederick Wolf, president, says the
response from listeners is "marvelous" but
advertising is hard to sell. Weekly stereo-
phonic broadcasts are featured.
KWPC-FM Muscatine, Iowa, has built
fm circulation steadily since 1948, carrying
Southland Broadcasting Company
Mort Silverman, Exec. V.P. & Gen. Mgr.
GILL-PERNA, INC. - Nat'l Rep.
New York, Chicago, Los Angeles, San Francisco
Page 130 • April 8, 1957
Broadcasting • Telecasting
Academy winners since 1934:
1934 - "The Continental" - Con Conrad, Herbert Magidson
1935 - "Lullaby of Broadway" - Harry Warren, Al Dubin
1936 — "The Way You Look Tonight" — Jerome Kern, Dorothy Fields
1937 - "Sweet Leilani" — Harry Owens
1938 — "Thanks for the Memory" - Ralph Ranger, Leo Robin
1939 - "Over the Rainbow" - E. Y. Harburg, Harold Arlen
1940 - "When You Wish Upon A Star" - Ned Washington, Leigh Harline •
1941 - "The Last Time I Saw Paris" - Jerome Kern, Oscar Hammerstein 2nd
1942 - "White Christmas" - Irving Berlin
1943 - "You'll Never Know" - Harry Warren, Mack Gordon
1944 - "Swinging On A Star" — James Van Heusen, Johnny Burke
1945 - "It Might As Well Be Spring" - Rodgers and Hammerstein
;1946 - "On the Atchison, Topeka and Santa Fe" - H. Warren, J. Mercer
1947 - "Zip-A-Dee-Doo-Dah" - Allie Wrubel, Ray Gilbert
• 1948 — "Buttons and Bows" - Jay Livingston, Ray Evans;
1949- "Baby, It's Cold Outside" - Frank Loesser JS
1950 - "Mona Lisa" - Ray Evans, Jay Livingston
1951 - "to the Cool Cool Cool of the Evening" - H. Carmichael, J. Mercer
1952 - "Do Not Forsake Me, Oh My Darlin' "- Dimitri Tiomkin, Ned Washington
1953 — "Secret Love" -Sammy Fain, Paul Webster
1954 -"Three Coins in the Fountain"— Sammy Cahn, Jule Styne
1955- ' Love is a Many Splendored Thing" - Paul Francis Webster Sammy Fain
_J >
ASCAP congratulates the 1956 Winners
"WHATEVER WILL BE, WILL BE" ("Que Sera, Sera")
w: RAY EVANS - m: JAY LIVINGSTON
PUBLISHED BY ARTISTS MUSIC, INC.
HP
SONGS
'OSCARS'
■A
£ *
© A.M.P.A.S.
Year after year, ever since
\ Oscars have been instituted,
songs of ASCAP members
have been acclaimed
as the outstanding tunes
used in motion pictures
and have won Academy Awards
Broadcasting • Telecasting
April S, 1957 • Page 131
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STATIONS _ .
heavy sports coverage. Much of the sports
programming is fm-only. The St. Louis
Cardinal series has been carried on fm week-
days, and am-fm weekends. Muscatine city
council proceedings are fm-only. Fm set
sales continue strong, according to George
J. Volger, KWPC-AM-FM manager, and
about three of five homes are said to have
fm sets.
Irving C. Jackson, general manager of
KTGM (FM) Denver, said music program-
ming is growing in popularity in this three-
station fm area. With William C. Kirk,
KTGM owner, he gathers good music pro-
gramming from the international services
of foreign radio systems. Barton Wimble,
composer of Flint, Mich., provides a spe-
cially taped series titled The Composer
Conducts.
General Broadcasting Corp. operates Con-
cert Network. Stations include WTMH
Providence, R. I.; WFMQ (FM) Hartford,
Conn.; the new WGHF (FM) Brookfield,
Conn., and WFMX (FM) New York. Fm
relaying connects the stations. A multiplex
channel is planned in New York. While the
network rate card lists only these cities,
WXHR (FM) is the current Boston affiliate.
T. Mitchell Hastings Jr., General's presi-
dent, said fm "is only beginning to see the
light of day." He contends the electronic
industry should solve serious technical prob-
lems, developing a mobile receiver, for ex-
ample. He adds that broadcasters should
use vertical as well as horizontal poloriza-
tion to minimize flutter in mobile reception
and to increase power.
The young Western Fm Network is headed
by Stephen A. Cisler, KEAR (FM) San
Francisco, president; Elwood Lippincott,
KISW (FM) Seattle, vice president; S. M.
Goard, KPFM (FM) Portland, Ore., secre-
tary. Everett E. Cobb, owner of KNEV
(FM) Reno, Nev., is active in the project,
which includes such outlets as KCBH (FM)
Los Angeles and KEKE Phoenix in its pend-
ing Canada-to-Mexico service area.
KPRC-FM Houston duplicates to 5 p.m.
and shifts to a two-hour fm-only dinner
music program. From 7-1 1 p.m. a complete
opera is given along with diversified music.
Six sponsors buy about IV2 hours weekly of
fm time.
WSLS-FM Roanoke, Va., has begun sep-
arate music programming 3-11 p.m., play-
ing concert music of all types. The seven-
day-a-week service may be extended. Music
is uninterrupted for 55 minutes of each
hour.
WTRX-FM Bellaire, Ohio, is making
money, according to Walter Patterson, pres-
ident. Sports programs are carried on fm
at night when the am outlet is silent. At
times the WTRX and WTRX-FM have car-
ried football games back-to-back. Two-
thirds of radio homes in the Wheeling area
have fm, Mr. Patterson said. About 30
sponsors buy fm time.
These are some of the operating entities
in the 1957 fm broadcasting industry. There
are others, many others, around the nation.
Page 132 • April 8, 1957
Broadcasting • Telecasting
Service now available in 12 major cities
NEW YORK
BOSTON
WASHINGTON
CHICAGO
DETROIT
CINCINNATI
DALLAS
FORT WORTH
PHOENIX
TUCSON
LOS ANGELES
SAN FRANCISCO
Exceptionally comfortable reserved
accommodations . . . America's fastest airliner
. . ra congenial lounge . . . superb cuisine . . .
thoughtful personal service — you fly deluxe
aboard the DC -7 Mercury, all at no extra fare! For reser
rations, see your travel agent or call American direct!
LUXURY LEADER IH THE WORLD OF FLIGHT
a AMERICAN
AIRLINES
Broadcasting • Telecasting
April 8, 1957 • Page 1
ONLY
'"SAZ -
COVERS
yv
THE
NGTON-CHARL
MARKET
ESTON
|" NIELSEN :NCS #2 1956 j
> 0# PENETRATION OF COUNTIES ^
[ /O IN COVERAGE 4
[ WSAZ-TV
STA.
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STA.j
t 100% COVERAGE "J 1
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1
tl
I MORE THAN 75% AC
t COVERAGE COUNTIES *TJ
21
1
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J COVERAGE COUNTIES jQ
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15 J
, TOTAL COUNTIES <Q
COVERAGE »"
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ARB: 8 out of TOP 12
-February 195 7
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ, Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
STATIONS
IN THE BLACK IN UHF
• It's not easy to get that way, but it can be done
• Take it from WWLP (TV), a station which did it
JUST OVER four years ago, on March 17,
1953, WWLP (TV) Springfield, Mass., de-
fied the doom-callers of uhf and ventured
into operation in the upper reaches of the
band which many regarded as the graveyard
of television.
A few weeks ago, just short of its fourth
anniversary, WWLP received from its audi-
tors a profit-and-loss statement showing that
in 1956 the station — which started on ch. 61
and is now on ch. 22 — recorded a net profit
of $133,444.40 (see accompanying tables).
This was not the first profitable year,
either. On a book basis — although not on a
cash basis — WWLP has operated steadily in
the black for more than two years.
How did WWLP accomplish this feat?
First, the bare statement that WWLP's
books have been running in the black for
more than two years is, in itself, deceptive.
Bill Putnam, general manager and part own-
er, points out, for instance, that WWLP has
"run out of money" twice during its four
years on the air.
The licensee company, Springfield Tele-
vision & Broadcasting Corp., was capitalized
originally at about $400,000. Approximately
$240,000 was spent on building and equip-
ment, and operations during the early months
ate into the rest. After a year it was neces-
sary to go to the banks for a $70,000 loan.
To make the banks feel better, banks being
sensitive about such things, the original in-
vestors increased their own original antes by
40%, and the banks hiked their loans again.
About a year-and-a-half ago the money sup-
ply got tight once more and the owners put
in — for what Mr. Putnam and his associ-
ates sincerely hope is the last time — an addi-
tional 10% of their initial investments.
Events since then indicate they have some
grounds for thinking they have anted up
for the last time. During the past year the
company paid a 5% stock dividend and a
10-cent cash dividend, meanwhile repaying
some $40,000 of its bank obligations. Thanks
to the dividends and the $133,444 operating
profit for the year, the overall deficit was
brought down from $275,979 as of Dec.
31, 1955, to $167,931 at the end of 1956.
So, to answer the question of how to get
ahead, Mr. Putnam gives as a fundamental
rule: "Have enough money."
Seriously, he adds: "Too many people
have gone into television with too little
money or just enough to get by at first. They
didn't have enough to see them through the
rough months. In that situation, with no
place to turn for funds, they had no choice
but to go under — when otherwise they might
have been able to weather the lean period."
As an example of the problems a station
may face, financially, Mr. Putnam points out
that in its second month on the air WWLP
racked up close to $30,000 in billings— a
high-water mark not reached again until
October 1954. In the latter month WWLP
edged past the $30,000 level and was mo-
mentarily in the black for the first time. But
then it fell back again, and did not reach
the black consistently — on a cash basis — un-
til September 1956. Nowadays "it's a sad
month when we don't hit $80,000 in billing,"
OPERATING EXPENSES— 1956
TECHNICAL
SALARIES AND WAGES
$ 73,424.80
MAINTENANCE AND
SUPPLIES
30,497.27
DEPRECIATION
52,941.90
POWER
12 903 36
RENTALS
16.753.47
MISCELLANEOUS
7,919.20
TOTAL
194,440.00
PROGRAM
SALARIES AND WAGES
61,215.71
TALENT-SALARIES
48,222.89
FILM
61,722.49
DEPRECIATION
4,980.33
OUTSIDE TALENT
12,845.67
NEWS SERVICE
12,165.51
MUSIC LICENSE
19,329.03
MISCELLANEOUS
15,921.67
TOTAL
236,403.30
SALES
SALARIES AND WAGIES
67,912.36
COMMISSIONS
52,890.19
ADVERTISING
22,201.25
TRAVEL
4.774.49
MISCELLANEOUS
4,977.00
TOTAL
152,755.29
GENERAL— ADMIN.
OFFICERS' SALARIES
37,806.52
OFFICE SALARIES
8,846.75
SOCIAL SECURITY TAXES
9.123.28
LOCAL TAXES
6,575.20
MASSACHUSETTS CORPORA-
TION EXCISE
9.600.00
REPAIRS AND MAIN-
TENANCE
5,094.88
PROFESSIONAL SERVICES
8,341.22
EMPLOYES' PROFIT
SHARING
6.451.40
TELEPHONE
7,346.47
MOTOR VEHICLE
EXPENSE
3.177.14
POSTAGE
6,228.91
TRAVEL
4,625.84
INSURANCE
5,400.01
DEPRECIATION
3,371.87
DUES AND SUBSCRIPTIONS 2,368.26
MISCELLANEOUS
7,662.24
TOTAL
132.019.99
TOTAL OPERATING
EXPENSES
$715,618.58
Page 134
April 8, 1957
Broadcasting
Telecasting
THREE MAJOR GENERAL ELECTRIC CAMERA-TUBE
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greatly lessens the chance of any moire effect, and pro-
duces pictures with uniform black-white contrast and
over-all definition that is clear and sharp.
MICROPHONIC BAR EFFECTS ELIMINATED. Special high
tension target glass does away with tube microphonics
that cause bar effects. You telecast a clean, streak-free
picture that is easy on the eyes.
Only General Electric Broadcast-Designed image orthi-
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picture quality that will create viewer loyalty and increase
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GENERAL
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STATIONS
but during WWLP's first summer, billings
dropped as low as $12,000 a month (August
1953).
In the early months WWLP management
figured they had to have $28,000 a month in
cash business to break even. With expansions
in programming time, personnel, and studio
and office space since then, the break-even
figure now is nearer $60,000 a month.
As a corollary to "have enough money,"
Mr. Putnam offers another rule of thumb:
"Be lucky." But this is said partly — although
certainly not wholly — in jest. Reducing it
to an area over which a broadcaster can ex-
ert some control, he feels the important
thing is programming.
"Where uhf has been hurt," he says, "is
where it didn't have good programs — or
where it did have good programs but the V
had just as good or better ones."
So WWLP started out to build its case on
programming, especially local programming.
"We always wanted WWLP to be a dom-
inant influence in the community," Mr.
Putnam points out. "Basically we wanted to
do the best job of local live programming
that we possibly could."
At the outset the station operated from
5 p.m. to about midnight. Most of those
hours were filled with network shows —
WWLP is affiliated with both NBC and
ABC — but a total of one hour was set aside
for local shows and this was shortly ex-
panded to two, Mr. Putnam recalls.
A few months ago, he adds, the local
total was up to five hours a day (out of a
schedule that now starts at 7 a.m. and runs to
1 a.m.), and currently the station is aver-
aging three to four hours a day in local pro-
grams.
One of WWLP's most successful features
from the beginning, Mr. Putnam reports,
has been "Western Massachusetts High-
lights," a quarter-hour strip that features
"whatever is going on in the area," from a
bridge club affair to a visit to an old-time
cheese-maker. The program has been spon-
sored since its inception by Western Massa-
chusetts Electric Co., one of the eight local
advertisers WWLP had on its books when it
took to the air.
Staple in Weather
Four 5-minute weather shows a day con-
stitute another popular staple which WWLP
has offered from the beginning. The four-a-
day schedule is so rigorous that John Quill,
a professional meteorologist who conducts
the programs, is provided parttime living
quarters at the station.
More recent additions that are pulling
man-sized audiences, according to Mr. Put-
nam, are a woman's show in the afternoon
conducted by Kitty Broman, and an an-
nouncer, Frank Knight, who apparently
has a singular talent for attracting audiences
"by infuriating people."
The infuriation stems from Mr. Knight's
slowness of speech. "He talks so slowly that
we write 40 seconds of copy for a one-
minute commercial whenever Frank's going
to read it," Mr. Putnam says proudly. "He's
a corker — advertisers who are not on John
Quill want to get on Frank Knight."
In addition to this and other studio pro-
WWLP (TV)'
s PROFIT AND LOSS
1956
INCOME:
NATIONAL
LOCAL
1 Q 1 A1 A A1
REGIONAL
A Q ~>A O Q"7
NETWORK NBC
1 ~ka 4^1 1 n
1 J4,4 J 1 . 1 U
NETWORK ABC
ZD, lol .ZZ
OTHER
"78 1 f)
/o,l JD.DZ
TOTAL
923 001 10
LESS AGENCIES' COMMISSIONS
73,755.09
NET INCOME
849,246.01
OPERATING EXPENSES (schedule 1):
technical, $194,440.00; program, $236,403.30;
SALES, $152,-
755.29; general and administrative, $132,019.99
715,618.58
NET OPERATING PROFIT
133,627.43
OTHER CHARGES (net):
INTEREST EXPENSE
6,161.52
LOSS ON SALE OF FIXED ASSETS
507.74
6,669.26
LESS MISCELLANEOUS INCOME
6,486.23
183.03
NET PROFIT
$133,444.40
1955
INCOME:
NATIONAL
$ 1 Q7 7 1 1 m
LOCAL
REGIONAL
7 1 H7 1 ~>1
NETWORK NBC
87 11 A A\
NETWORK ABC
75 677 01
— . u / / . y i
OTHER
jZ,J70.JJ
TOTAL
559,672.37
LESS AGENCIES' COMMISSIONS
46,547.77
NET INCOME
513,124.60
OPERATING EXPENSES (schedule 1):
technical, $163,109.25; program, $161,774.60;
SALES, $90,-
223.65; general and administrative, $75,083.57
490,191.07
NET OPERATING PROFIT
22,933.53
OTHER CHARGES (net):
INTEREST EXPENSE
9,190.72
LOSS "ON SALE OF FIXED ASSETS
333.33
9,524.05
LESS MISCELLANEOUS INCOME
2,896.51
OTHER CHARGES (NET)
6,627.54
NET PROFIT
16 305 99
Note — Included in technical expenses, $10,389.81
for scrapping
of antenna.
1954
INCOME:
Income
NATIONAL
$127,392.49
LOCAL
1 74 73 5 74
REGIONAL
&AQ OR
%A\ 111 X 1
network:
NBC
11 09K 57
ABC
429,819.97
LESS AGENCIES' COMMISSIONS
40i026.91
NET INCOME
389,793.06
OPERATING EXPENSES (schedule 1):
technical, $131,663.29; program
$170,718
33; sales, $85,-
292.79; general and administrative, $82,4
22.97
470.097.38
net operating loss
80,304.32
OTHER CHARGES (net):
interest expense
1 1.268.79
amortization of contract rights
11,000.00
22,268.79
LESS PURCHASE DISCOUNTS
690.91
*) 1 £ "7"7 Q C?
Zl.J / /.(SO
NET LOSS
$101,882.20
Page 136 • April 8, 1957
Broadcasting • Telecasting
FIT FOR A KING ... But
^W/- Caravans Do A Belter Job!
Camel caravans still operate in certain parts
of the globe (and for some pretty important
consumers), but if you had to depend on this
form of transportation, you'd have to give up
most of the luxuries and some of the neces-
sities you now take for granted . . . The high
standard of living we enjoy in this country has
resulted largely from our development of mass
production methods in manufacturing and
distribution. And these big-volume methods
have been made possible by motor transport
. . . The motor truck, with its speed and flexi-
bility, has literally become a part of the as-
sembly line — delivering raw materials and
parts at one end and moving out finished
products from the other. Because of trucks,
plants and mills can be located anywhere there
are roads — people can live and shop wher-
ever they please . . . Your caravans — the 10
million trucks which serve America — haul
more than 3 times the tons moved by all the
other transport systems combined! And be-
cause of them vour life is richer.
AMERICAN TRUCKING INDUSTRY
American Trucking Associations, Inc., Washington 6, D. C.
THE SHORTEST DISTANCE BETWEEN TWO POINTS IS A« TRUCK
LINE
Broadcasting • Telecasting
April S, 1957 • Page 137
STATIONS
RETMA
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HIGH POWER • LOW LOSS
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For Military and Commercial Services
• Made in accordance with RETMA
Standard TR-134 for latest industry
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• Dimensionally interchangeable with
all other RETMA manufactured lines
• Broadband characteristics provided
by Prodelin-pioneered pin-type re-
actance-compensated Teflon insulators
• Available from stock in all sizes as
specified by RETMA
• Complete line of associated compo-
nents and connectors also available
Prodelin 50 ohm lines in all sizes
are currently in world-wide use
for the most critical military and
commercial services and have
been performayice-proven under
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for more than ten years.
Dept. ME 307 Bergen Ave., Kearny, N. J.
Manufacturers of the World's Finest Micro-
wave and Television Antennas, Wave
Guides and Coaxial Transmission Lines
PAYING ITS OWN WAY
PUTNAM
BILL PUTNAM, general manager of
WWLP (TV), figures one of his most
profitable physical investments has been
the station's remote unit.
The two-camera remote gear not only
has taken WWLP program origination
outside the studios (for an entire week,
in one instance), but has paid its way
in the process.
For in addition
to using it for
an average of 10
hours a week
locally, WWLP
also leases the
equipment fre-
quently to other
stations.
An account-
ing some months
back showed
that in six
months alone — the first six months of
1956 — the mobile unit accounted for
$29,863,50 of WWLP's income. While
this figure represented only a little better
than 7% of the station's net income for
that six-month period, it took on con-
siderably more importance when viewed
in relation to net profit: Without it, the
station's $82,652 net profit for that half-
year would have been reduced by more
than one-third.
The equipment cost $40,847. Thus in
six months it went almost three-fourths
of the way toward paying for itself.
Among those who have leased the
gear, according to Mr. Putnam, are
WGTH-TV Hartford (now WHCT) for
coverage of the Insurance City Golf
Tournament there for the past two years;
WHEC-TV and WVET-TV Rochester on
several occasions, and WKNB-TV New
Britain (now WNBC) for an all-night
telethon. The equipment also has been
used several times to originate parts of
NBC-TV programs, including two Wide
Wide World, Today, Tonight, and Home.
For one WWW, WWLP handled a nine-
camera pick-up from Massena, 350 miles
away, after borrowing seven cameras
from other stations to go with its own
remote unit's two.
Mr. Putnam has set rates for use of
the remote gear. If leased on a weekly
basis, the cost is $750 for the first week,
$500 for the second. For shorter periods
the rate is $250 a day, or $20 per broad-
cast hour plus 20 cents a mile, engineers'
fees and all expenses. If the lessee needs
engineers as well as the remote unit,
WWLP normally supplies five. It sends
along a supervisor, regardless.
Although the equipment's "outside"
earning power has been considerable,
Mr. Putnam uses it basically for WWLP's
own programming. Among other things
he has covered fashion shows in Spring-
field department stores, and has done a
13 -week sponsored series from the Bailey
Wagner Store. He covered United Fund
performances in Springfield (on a pool
basis, also feeding to the competing
WHYN-TV Springfield). The arrivals of
dignitaries in that area, religious ob-
servances, flower shows, special programs
at Westover Air Base, do-it-yourself
shows and similar events have all come
before the remote cameras.
The remote unit also has covered the
Eastern States Exposition at Springfield
for the past two years — and last fall Mr.
Putnam moved virtually the entire
WWLP staff to the fair grounds, set up
a huge studio, and presented every one
of WWLP's local live programs for a
week from that point. When network
programs were being broadcast, WWLP
put on closed-circuit shows for visitors at
the exposition, more than a million of
whom thus got a chance to see at first
hand how a television station operates.
gramming, meanwhile, WWLP is getting
whopping mileage out of its two-camera re-
mote unit (see separate story).
When WWLP went on the air, measure-
ments by The Pulse Inc. showed that the
WWLP area, then consisting of approxi-
mately 150,000 homes, had about 70% tv
penetration — all vhf. (The nearest vhf sta-
tion was and is ch. 8 WNHC-TV New Ha-
ven, Conn., some 75 miles away. The only
other Springfield television station, ch. 55
WHYN-TV, did not commence operations
until the month after WWLP took the air.)
Today's estimates put vhf saturation of the
area at about 95%, and Mr. Putnam esti-
mates approximately 91% of these sets are
converted to receive uhf. He likes to add
that about 8% of the vhf-uhf sets of the
area cannot actually receive anything but
uhf.
Nowadays, in addition to WWLP,
WHYN-TV, and WNHC-TV, Springfield
area set-owners can receive ch. 30 WNBC-
TV New Britain, Conn., and ch. 18 WHCT
(TV) Hartford, Conn.
In the process of getting on its financial
feet, WWLP has done its share of trading
time for other commodities, including cin-
der block and lumber for additions to its
studio and office building but especially for
cars.
The first car deal involved $3,900 worth
of time in return for one automobile. But
the dealer, Mr. Putnam points out, followed
up by buying another $12,000 worth of
Page 138 • April 8, 1957
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Broadcasting • Telecasting
April 8, 1957 • Page 139
STATIONS
in Los Angeles
V10 of the
population is
Spanish-Speaking
THESE 573,000
SPANISH SPEAKING
ANGELENOS SPEND
MORE THAN
$1,300,000 PER DAY
ALL SURVEYS AGREE THEY
LISTEN MOST TO
THE ONLY ROUND-THE-
CLOCK SPANISH LAN-
GUAGE STATION IN LOS
ANGELES.
Span ink l&m£imj;r W
j V ' \ 'Stalrrxi - '-'Js. ~*
L.A.— RYan 1-6744
S. F. — Broadcast Time Sales
OLD WIVES LEFT WITHOUT A LINE
OLD WIVES in the Washington, D. C,
area going to have to find something new
to talk about. The good women are be-
ing left in a conversational lurch by a new
weekly feature of the daily Donna
Douglas Show on WTOP-TV Washing-
ton. Called "Always a Woman," the
Wednesday feature deals with intimate
feminine topics, many of which seldom
see the light of day, or the public air.
Miss Douglas and medical authorities dis-
cuss their material candidly, thereby rob-
bing old wives' tales of their status, mak-
ing them factual and putting them under
the category of every woman's informa-
tion.
Ratings taken by three services, since
"Always a Woman" began last fall, show
that the women viewers are always in-
terested in the Wednesday topics. Some
of them presented so far are infertility,
hysterectomies, how men can help wom-
en face emotional problems, alcoholism,
teen-age dating, skin care, old age, pre-
marital counseling, abortions, drug addic-
tion and change of life. Medical doctors,
specialists and Miss Douglas present the
material in plain language for the viewer,
defining any technical terms as they go.
Viewer appreciation of the frank
treatment of often verboten subjects has
been shown in other ways besides im-
proved ratings. The station now has a
large file of letters expressing gratitude
for the medical discussions, stating "I'm
learning a lot." "When one knows about
things, then there is no fear . . ." or "The
emphasis on fundamental facts is good,
rather than smothering and covering up
..." Truman Keesey, tv writer-producer
of the D. C. Department of Public
Health, who is coordinating the weekly
features, also has a file of commendations
representing the local medical society,
physicians, radio-tv stations, and advertis-
ing agencies.
One segment of viewers has yet to be
heard from: the old wives.
time — for cash. Another swapped two cars
for time and did so well that he doubled his
schedule, this time also on a cash basis.
"Every car dealer we've ever swapped
with has stayed on the station after his time
ran out and the renewals have all been on a
cash basis," Mr. Putnam reports.
Aside from the switch from ch. 61 to ch.
22, which occurred about two years ago
with friends and relatives joining executives
and employes in the moving chore, WWLP
has done a considerable bit of building and
expanding its equipment during the past four
years.
The current studio and office building
bears no resemblance to the original struc-
ture, as a result of major additions which
have converted the original establishment
from a one-studio and office building to
one with two studios (36x38 ft. and 17x22
ft.), additional offices, film room, new en-
gineering quarters, expanded control room
and new control room equipment, and a
sizable amount of new storage space. In
all, the square footage has grown from
about 4,230 to about 8,500.
The payroll meanwhile has gone from 22
employes in March 1953 to 64 in March
1957. Of the 22 original employes, 17 are
still there.
Four of the 64 now on the payroll are be-
ing trained for WWLP's forthcoming satellite
operation, WRLP, on ch. 32 near Winches-
ter, N. H., which is slated to start test pat-
tern transmission the first of May and to
begin carrying programs around June 1.
In addition to its satellite, WWLP has an
application pending before FCC for a trans-
lator on ch. 79 at Claremont, N. H., which
would pick up programming from the satel-
lite.
WWLP has more than 50 stockholders, but
control is held by three men: Mr. Putnam;
his father, Roger L., who formerly served as
mayor of Springfield for several terms and
was director of the Economic Stabilization
Board under President Truman in the late
1940s, and who is president of WWLP;
and George Vadnais, prominent local build-
er. Others include a Scotchman, a French-
man, an Italian, an Englishman, and a Ca-
nadian, all now U. S. citizens. Not forgetting
the Irish, WWLP took pains to commence
operations on a St. Patrick's Day.
Page 140 • April 8, 1957
Broadcasting • Telecasting
PROGRAMS & PROMOTIONS
|t = zz."-"": — : — ^7; ~
1 \ J>
VIDEO BOWLING CHALKS UP A STRIKE
'Championship' series starts ball rolling for leading beer advertisers
FOR BREWERIES and television stations
around the nation, live and filmed bowling
is "right down their alley" — with increasing
reports of these programs' use as a local sta-
tion staple the year around.
The popular bowling shows are command-
ing ratings which frequently excel not only
those of other sports programs (both live
and filmed, network and local), but also of
network fare generally.
In spite of newspaper columnist John
Crosby's statement on this new stimulus to
bowling's popularity ("a degree of bowling
mania which verges on the psychopathic"
in Chicago), television stations over the
country and big breweries — front-running
advertisers for the bowling programs — don't
mind the criticism. It makes for keen com-
petition and builds their tv audiences and
product buyers.
In effect, bowling and television have
joined forces for their mutual betterment
and have ended former competition for
nighttime leisure hours.
And bowling enthusiasts among American
viewers — -both fans and players — after their
first experience with the original live Cham-
pionship Bowling series show on WNBQ
(TV) Chicago during the 1953-'54 season,
have learned with bowling on tv that they
can "have their cake and eat it, too."
Today, the filmed version of the Cham-
pionship Bowling series, featuring the na-
tion's top artists, is the unmistakable foster
parent of about eight other bowling shows
presented on Chicago's four television sta-
tions last year (some live, some film), and
their success has inspired stations through-
out the U. S. to launch their own tv bowling
proarams.
Distribution and sale of the Champion-
ship film series has been handled by the
Walter Schwimmer Co. since mid- 1954, and
it is now syndicated and being used in over
175 markets. What started as primarily
fall-winter fare now has become popular
throughout the year. Approximately 90%
of the 175 markets are expected to carry
the series this summer.
Broadcasting • Telecasting
Bernie Crost, sales manager of Walter
Schwimmer Co., described the syndicated
film feature as "tailor-made for a beer spon-
sor— neither kinescope nor a playback, but
an original first-run film series."
Mr. Crost added: "Breweries find they
have to sell men and women alike in the
supermarkets and Championship Bowling is
a family-audience type show." He said the
series not only has competed favorably
against opposition, but also has compiled
"astonishing" ratings— from a 40.4 for Fort
Wayne, Ind., to 22.4 for Cincinnati, in a
particular instance — despite "fringe time"
slotting or more elaborate network programs.
Just as bowling addicts have discovered
bowling on tv, so too have the advertisers,
especially the large breweries, which remain
the primary advertiser group for the Cham-
pionship Bowling show.
Presently its leading beer advertisers are
Theodore Hamm Brewing Co., St. Paul,
Minn. (24 markets); Carling Brewing Co.,
St. Louis (23 markets); Genesee Brewing
Co. Inc., Rochester, N. Y. (eight markets);
Pearl Brewing Co., San Antonio, Tex., and
Adolph Coor's Co., Golden, Colo. (During
the 1954-55 season, Griesedieck Brewing
Co., St. Louis, sponsored the show in St.
Louis, Springfield, Decatur and Quincy.)
Richard L. Forrest, vice president and
account executive for Hamm's beer at Camp-
bell-Mithun Inc., Minneapolis, reported the
brewery was "highly gratified" with response
and results in eight markets during the 1955-
'56 season and has extended its sponsorship.
Distributors-dealers feel increased sales of
Hamm's is partly attributable to the bowling
show in these markets. Mr. Forrest said
that Hamm's, which ranked seventh in 1955
in national beer sales, selects its market on
the basis of bowling popularity — number of
alleys available and used, sale of bowling
gear, increased number of leagues and other
factors.
Hamm's is devoting the major part of its
tv effort to bowling shows this winter, ac-
cording to John Moran, the company's ad-
vertising manager, though he declined to
give actual sales results from the series.
"Hamm's decision to sponsor Champion-
ship Bowling in a number of markets was
made in an effort to capitalize on the grow-
ing popularity of bowling as a participant
sport. Hamm's believes that sponsorship of
bowling programs helps to tie in its promo-
tion with bowling alleys and also reach bowl-
ers who are beer consumers," Mr. Moran
said.
From KFBB-TV Great Falls, Mont.,
comes the word that Hamm beer sales of a
local distributor "literally skyrocketed" with
the start of tv bowling there.
William E. Spahr, assistant station mana-
ger, has told Walter Schwimmer Co. that
"several times" the distributor "had to call
out his men at night or on Sunday to deliver
extra loads of Hamm's beer."
"At first the bowling alley proprietors were
unhappy because players were staying home
to watch Championship Bowling, but then
the alley proprietors installed several tv sets
and the bowlers came back in droves. Since
then, the alleys in Great Falls have been
swamped," said Mr. Spahr.
The Championship Bowling series is one
of the best sports shows ever sponsored by
Carling Brewing Co. on tv, said Robert C.
Garretson, vice president and advertising
director of Carling's. He noted that his
company, which has increased its markets
for the show from eight in the 1955-'56
season to 23 in the current season, favors
sports and that bowling is one activity that
has "come off very well on tv." Carling
allocates the largest bulk of its advertising
money to tv, he said, adding that sales in-
creased 14% in 1956.
"A phenomenal job" for Genesee Brewing
Co. in three important markets — Rochester.
Syracuse and Buffalo — describes the results
of the Championship Bowling series for
another brewery by David J. Curtin, radio-
tv director of Rogers & Porter Adv. Agency,
Rochester.
With eight markets in upper New York
April 8, 1957 • Page 141
>So Matter
How
You
M.easure It
WKRG-TV
is out in front in
PIN Of Telepulse (Sept.
I U LO L '56 ) shows WKRG-
TV leading in 275
quarter hours to 171 for Sta-
tion "X". The night time lead
is most one-sided, 117 to 48.
M | CI 0 CM The 1956 Nielsen
II I L LO L II Coverage Service
shows WKRG-TV
leading in every department
. . . covering 33 counties to
26 for Station "X", with
45,000 extra homes in Chan-
nel 5's Nielsen Coverage
Service area.
Ann A R B. (Nov. 56)
n.ll.D. shows Channel 5
pulling even further
ahead, leading in morning,
afternoon and night . . . and
with 10 of top 15 shows in
Mobile.
Reps:
Avery-KnodeJ
PROGRAMS & PROMOTIONS
for the 1956-'57 season, Mr. Curtin cited
the bowling series' success in Rochester,
where a February 1956 rating averaged 28.8
for the hour it was televised. "This is phe-
nomenal when you figure a 15 is considered
good for 2 p.m. Saturday. Incidentally, the
opposition programs rated an average of only
4.0," he said.
An ARB rating for last Feb. 11 ('56)
gave Championship Bowling an average of
26.1 to an opposition average of 8.2 in
Rochester, and an average of 18.1 to an
opposition average of 8.3 in Syracuse, Mr.
Curtin noted. And a Telepulse rating in
Buffalo for the first week in February 1956
showed the filmed bowling series with an
average of 16.3 to an opposition average of
9.3, he said.
A Telepulse report for Columbus, Ohio,
last June 1-7 revealed the bowling show on
WBNS-TV exceeded all opposition in the
11:30 p.m.-12 midnight Saturday slot, with
11.3 and 10.7 ratings for the two quarters
against a high of 7.7. And in Indianapolis,
an ARB report for Saturday, April 7 (2-
3 p.m.) gave bowling a resounding 22.6,
22.2, 21.4 and 22.2 on WFBM-TV for the
four quarter hours — far ahead of fare
offered by the city's two other tv stations.
Championship Bowling racked up a high
of 22.7 for a quarter hour on WAVE-TV
Louisville, outdistancing programs on
WHAS-TV same city. And WSAZ-TV
Huntington, W. Va., claimed a top ARB
rating of 23.9 on a Sunday afternoon last
February. (Just 15 minutes before bowling
came on the air, the station's rating was
a low 4.9, noted J. H. Ferguson, program
director. )
Two years ago, WSBT-TV South Bend
garnered a 22 rating in competition with
CBS-TV's Pabst Blue Ribbon fights, which
drew Hooper ratings of 6.0 and 2.0 on the
two other stations. The Championship Bowl-
ing show — and not the fights — was a "must"
in area taverns and bars. In nearby Muncie,
Ind., WLBC-TV reported a petition with
1,000 signatures in November 1954 asking
that the bowling show not be discontinued.
Even when co-sponsors are involved,
Championship Bowling seems to gain im-
mediate acceptance, as exemplified by
WKRC-TV Cincinnati. The station started
the series in November 1954, under the joint
sponsorship of the Bowling Alley Proprie-
tors and a local Pontiac dealer, Andy Shain
Since the bowling show was launched, the
station officials said, open lanes have been
at a premium. A contest conducted by
WKRC-TV pulled in between 12,000 and
15,000 entries per week, officials declared.
And the dealer, who reported excellent re-
sults in a normally bad season, renewed the
show from Oct. 2, 1955, to last Oct. 21,
and purchased the new "C" series.
Vigorous support for Championship Bowl-
ing program also has come from bowling
alley proprietors. In Minneapolis, open play
on weekends and weekdays jumped 40 to
50%. More women began bowling in that
city in 1955 because of interest engendered
in the filmed series on WCCO-TV, accord-
ing to Lincoln Lanes. Increased alley "traf-
fic" has been heard from many markets.
In Mason City, Iowa, where two bowling
proprietors with the only facilities in town
banded together to sponsor Championship
Bowling on KGLO-TV because of falling
business, the two alleys went "from one ex-
treme to the other overnight and leagues
improved both in attendance and interest,"
noted R. E. Lee, co-proprietor with Dick
Hughes of Lee's Bowling Lanes.
Local Show Started It All
The success story of the Championship
Bowling series goes back to its original
presentation over WNBQ (TV) Chicago in
1953 when Pete DeMet, a local automobile
dealer (DeMet-Pontiac) reaped rich rewards
for sponsoring a weekly one-hour program.
Over a 28-week period, the program drew
good ratings — an average of 11.4, and
ranging as high as 13.8, topping those of the
three other tv stations combined — according
to the American Research Bureau. From his
initial success, he sold 1,553 new and
3,100 used cars, Mr. DeMet said.
With this running start, Mr. DeMet bor-
rowed $300,000 and rented a studio, look-
ing toward a projected syndication venture :
with Walter Schwimmer Co. (then Walter
Schwimmer Productions) by converting the
live series to film. Under the guidance of
Mr. Schwimmer and Art Pickens, the firm's
program director, the Championship Bowl-
ing series was syndicated.
The Schwimmer organization now has
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
On the Air everywhere 24 hours a day— seven days a week
Page 142 • April 8, 1957
Broadcasting • Telecasting
completed 81 one-hour programs — the first
two series comprising 26 shows and the most
recent series ("C"), 29, over a period of three
seasons. In the 1955-'56 season bowling
was carried in over 140 cities (stretching
from coast to coast), and the current season
already have surpassed that total.
Response for the filmed Championship
Bowling show on tv was meager at the
outset, but by the end of its first run, the
series had been sold in 100 cities, thanks
partly to the interest shown by sports writers
and tv columnists.
Formula for Success
What are the ingredients of the nation's
most noted bowling show?
Mr. Pickens, Schwimmer program direc-
tor, said the foremost one is the use of
"top calibre, consistently high-scoring bowl-
ers" culled from the nation's best, such as
Steve Nagy, who rolled a perfect 300 — a
feat filmed for posterity at Chicago's Faetz-
Niesen alleys in the spring of 1954.
In the series format, two bowlers compete
each week in head-to-head elimination
matches, the winner receiving $1,000 and
remaining on the show for the next film
sequence, and the loser getting $300, Mr.
Pickens noted.
"Winners of the first, second and third
games each receive $50, $75, and $100, re-
spectively, and any bowler shooting a perfect
game is given a $10,000 bonus each time
(no matter how many) he achieves the feat.
Theoretically, Championship bowlers com-
pete for over $40,000 during the entire
series, plus added bonuses for perfect
games — i.e., when the winner's and loser's
shares ($1,300) and individual game win-
nings are added together and the total
multiplied by 26 weeks.
Though this largesse probably is the
most pin money ever offered, the original
bowling series has its Chicago competitors.
WBBM-TV Chicago claims to offer the
biggest cash prize of any bowling show (local
or network) — $25,000 for a perfect game
, on its Tv Bowling Classic, which is con-
ducted in alleys specially constructed as
I part of the tv studios.
Now off the air, NBC-TV's National
Bowling Champions, fed by WNBQ (TV)
which also airs two other local live Cham-
pionship Bowling shows each week (Tues-
day, Saturday) , a lucky player won as much
as $1,899 on a single night and could have
earned as high as $11,000 with a $10,000-
perfect-game. The network show offered the
winner $ 1 per pin for total match score and
the loser a flat $300. Additionally, each
kegler won $10 per pin for total points over
700 for the three-game set.
Among other bowling series recently
carried on Chicago stations are WBKB
(TV)'s World Series of Bowling and Big
League Bowling, both which match players
from big-name companies, and WBBM-TV's
Bowl the Professor. Filmed Championship
Bowling is a fixture on WGN-TV for
Hamm's beer.
Whatever the format, bowling has been
a source of more than "pin" money for the
nation's top keglers.
Broadcasting • Telecasting
1
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April 8, 1957 • Page 143
There are all kinds, but in
Los Angeles television the
advertiser who takes the
cake is the one who grabs
the opportunities.
With KTTV, the flexible in-
dependent, the ability to
move quickly is normal,
even innate. That's why
KTTV has time and again
improved its advertisers'
positions in television by
swift, fortuitous moves of
programs into opportune
time periods.
That's why, also, KTTV is
the first — and the last-
place to check before you
decideonTVin LosAngeles.
KTTV's flexibility is the
perfect complement to the
turbulence that is Los
Angeles television.
In Los Angeles television,
be a flexible buyer.
| Los Angeles Times-MGM
1 Television
I Represented nationally by BLAIR-TV
L
PROGRAMS & PROMOTIONS
WOR-TV Launches 'X-13'
AS a means of showcasing live, experimen-
tal programs for possible sale to sponsors
for network exposure of syndicated film
series in the fall, WOR-TV New York Thurs-
day will launch a new series X-13 (9:30-10
p.m. EST). Each week the station will pre-
sent a different program which in effect
is a "pilot" for a projected series.
The 13 programs are being produced by
Hart Burt Productions, New York, with
the John Gibbs agency serving as agent.
Under the arrangement with WOR-TV,
which will pay all production costs for the
shows except for talent, the film division
of RKO Teleradio Pictures has first refusal
rights on the various shows.
The projected program series encom-
passes various quiz and discussion shows,
a travel program, a dramatic presentation
and a show dealing with psychic phe-
nomena.
KDAY Salutes Capitol Stars
CAPITOL RECORDS has completed an ar-
rangement with KDAY Santa Monica,
Calif., whereby during April the station will
dedicate each weekday's programs exclu-
sively to a Capitol recording artist whose
records there will be featured on KDAY.
The station will also play the artist's re-
corded voice in salutes to the station.
The plan was developed by George Baron,
general manager of KDAY. and Lee Gil-
lette, artist and repertoire producer for
Capitol.
Promise to Watch Commercials
DURING the recent N.C.A.A. basketball
tournaments in Philadelphia and Kansas
City, WTVD (TV) Durham. N. C, gave
live coverage of the games to its viewers.
The station reports it received many con-
gratulatory messages but the most "unique"
one was as follows: "Fifty U. of North
Carolina, Wake Forest, State and Duke
fans at our house appreciate your televis-
ing game. We will look at your commer-
cial, (signed) Charles E. Ford and party."
Station reports that this is the first time it
has "telecast" U.N.C. games. Previously,
games were "broadvised" (picture only)
with radio stations needed for the play-by-
play.
WiiCM Bay City, Mich., is using this
bus, which makes a different run daily,
to promote its programs and person-
alities. Pictured with the bus are (1 to
r) Hal Shore, station's program direc-
tor; Ted Balcer, Balcer Bros. Bus Line
in that city; Leo Jylha, WBCM gen-
eral manager, and Barney Balcer.
WFAA's Annual Farm Tour
WFAA Dallas has completed its annual
Farm and Ranch Study Tour, featuring on
the program a visit to Washington, D. C. The
tours are "designed for Texans who are in-
terested in combining the study of agricul-
ture and ranching developments in other
parts of the world with sightseeing." The
station reports that they have become a
means of "promoting goodwill and better
relations everywhere." The past tours have
included visits to Cuba, Canada, Bermuda,
Mexico, Alaska and the Great Pacific North-
west.
Wanted: 'Work & Worry Victims'
DALE STARKEY, WGTO Haines City.
Fla., disc jockey, is offering charter mem-
berships in his Coronary Club "to anyone
promising to live it up by taking it easy."
He is inviting "all work and worry victims"
to apply for membership in the club and
is trying to enroll a charter member in each
of the 48 states. The group is reportedly-
made up of "all sorts of overworked, over-
exerted, overpaid and underpaid persons
from clerks to chairmen of the boards,
assistant-assistants to VIPs."
BROADCAST TUBES are always in stock at ALLI ED
IMMEDIATE DELIVERY ON
RCA 6166
allied is the world s
largest supplier of power
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ALLIED Buying Guide
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and supplies. Get
what you want when
you want it. Ask to
be put on our
"Broadcast Bulletin"
mailing list.
ALLIED RADIO
100 N. Western Ave.
Chicago 80
Phone: HAymarket 1-6800
Page 144 • April 8, 1957
Broadcasting • Telecasting
WBEN-TV Promotes 'Whirlybirds'
TO promote the Whirlybirds series, which
started on WBEN-TV Buffalo in February.
Bell Aircraft Corp. officials gave a luncheon
at the local country club. Educational civic
and business leaders were guests of Bell
President Teston Faneuf at the luncheon
and were given rides in a Bell helicopter,
fn addition, the guests were shown the
premiere film of the Whirlybirds series.
KWKW Launches Spanish Campaign
KWKW Pasadena. Calif., is using an all
Spanish outdoor campaign to reach its
"predominantly Latin audience in metropol-
itan Los Angeles." It is using an outdoor
billboard which says, "With pride three
generations of Spanish-speaking people
listen to KWKW, their favorite station.
Music . . . News . . . Sports . . . 1300 kc."
WCMR Celebrates Anniversary
IN celebration of its first anniversary,
WCMR Elkhart, Ind., held a two-day open
house. In addition, the station conducted
an "I Like WCMR Because"' contest and
a contest to find the WCMR Radio Twins.
The "twins" were a boy and girl who were
born the closest to WCMR's sign-on time
last \rear.
Series Tells Immigration Story
A NEW tv series describing the story of
immigrants to the U. S. and their contri-
butions to the country is being produced
by New York U. in cooperation with WCBS-
TV and will be shown on that station for
26 weeks, starting April 13 (Sat. 3-3:30
p.m. EST) . Film recordings of the program,
titled Our Nation's Roots, will be made
available to the Educational Television and
Radio Center, Ann Arbor, Mich., which
partially finances the series, for distribution
to educational tv stations throughout the
country.
HOOP LOOP
THANKS to special arrangements
made by WFMY-TV Greensboro
and three sponsors, area fans of
the U. of North Carolina basketball
team saw their heroes perform half-
way across the country last month at
the Kansas City national champion-
ship games.
WFMY-TV carried the games on a
special live hookup. In addition, Sports
Editor Charlie Harville of WFMY-TV
and cameraman Buddy Moore made
the trip west to get the story on film
for showing back home the following
Monday night.
Sponsors were the Security National
Bank of Greensboro. Guilford Dairy
and Carolina Steel & Iron Co., all
through Bradham Advertising Agency,
Greensboro. This same lineup backed
live WFMY-TV telecasts of the two
Carolina games in Philadelphia lead-
ing up to the national playoffs.
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EDUCATION
ETRC Affiliates Up to 23
With Addition of WYES (TV)
WITH first telecasts by non-commercial
education station WYES (TV) New Or-
leans on ch. 7 last week, the number of
affiliates in the Education Television &
Radio Center, Ann Arbor, Mich., rose to 23.
The announcement by George L. Hall,
development director of the center, said
five more stations in Utah, Minneapolis,
Philadelphia, Milwaukee and Puerto Rico
have affiliated in recent months but are
not yet broadcasting. They all expect to
go on the air in coming months.
WYES moved up its target date to take
advantage of live educational programs
presented by NBC and ETRC. The antenna,
donated by commercial WDSU-TV New
Orleans, is on the Hibernia Bank Bldg. and
is tallest in New Orleans, according to
ETRC.
NAEB, Educ. Radio-Tv Center
Provide Radio Production Grants
A JOINT project to be underwritten by the
National Assn. of Education Broadcasters
and the Educational Television & Radio Cen-
ter, providing grants of $300,000 for radio
production during 1957-59, has been an-
nounced.
H. K. Newburn, president of the center,
said it would offer $100,000 annually to ac-
credited educational institutions for develop-
ing radio programs to be recorded for na-
tional distribution. Programs will be made
available for broadcast by the 136 NAEB
network stations. The project will be
launched this year, with applications to be
accepted by NAEB, 14 Gregory Hall, Ur-
bana, 111., before June 15.
The annual $100,000 grant is for all radio
program development by the center, with a
portion to be utilized for grants-in-aid.
Alabama's Tv Education Network
Begins Science Program Series
ALABAMA'S three educational tv stations
will expand their schedule to 52V2 hours per
week to include a Monday-Friday science
series to further develop a foundation of
scientific training for in-school viewing, the
state Educational Television Commission an-
nounced.
To be conducted by some of the state's
leading instructors, the daily series will be-
gin at 11:30 a.m. and will include basic
chemistry (Mondays and Fridays); high
school physics (Tuesdays); general science
(Wednesdays), and basic mathematics
(Thursdays), said Raymond D. Hurlbert,
general manager of the Alabama Educa-
tional Tv Commission.
Chemistry instruction will be presented by
the U. of Alabama's dean of the School of
Chemistry, Dr. Robert D. Brown; the physics
instruction will be telecast from Alabama
Polytechnic Institute at Auburn, and Bir-
mingham's schools will render the general
science teaching. Noting the extreme short-
age of science instructors in junior and senior
high schools throughout the nation, a Gen-
eral Electric Corp. representative praised the
state's Educational Television Commission
for its work to increase scientific knowledge
through tv in the state's schools.
Ralph Holtzwarth, GE official from New
York, visited the three channel stations of
the Alabama educational network, toured
various other studios and made daily trips
at staggered hours for in-school viewing of
the television instruction.
Mr. Holtzwarth lauded the educational
network because telecasting in the state can
be received by a set in any school, and not
just those sets exclusively connected to the
telephone line as in a closed-circuit system.
(Alabama is the first state in the nation to
develop a statewide educational network
now serving some 80% of its area).
Chicago Educational Tv Project
Being Offered $185,000 Grant
A $185,000 grant is being offered by the
Fund for the Advancement of Education to
the Chicago Board of Education for financ-
ing a junior college experimental tv project
through 1957-58, it was announced last
fortnight.
The project involves a series of four tele-
vised courses launched last fall on WTTW
(TV), non-commercial, educational station
that city, and now in their second semester.
The fund issued a grant for $165,000 to
cover the first year's program.
Benjamin C. Willis, Chicago school su-
perintendent, plans to ask the Board of Edu-
cation for authorization to seek a third year
grant of $125,000, plus $25,000 to under-
write an evaluation study of the project.
Board approval of the present $185,000
offer and $125,000 grant would enable stu-
dents to qualify for an associate of arts de-
gree (two years of college) at the completion
of three years of telecourses.
Educational Tv Has Sideline
To Help Pay Operating Expense
A CHICAGO non-commercial, educational
tv station has ventured into the television re-
cording business and appointed a sales rep-
resentative— as a means of helping its finan-
cial condition.
Dr. John W. Taylor, executive director of
WTTW (TV), announced such a recording
service would be made available to other
"Come on, be a sport— KRIZ Phoenix
is broadcasting the Charleston."
Page 146
April 8, 1957
Broadcasting • Telecasting
area tv stations, agencies, film studios and
allied organizations. Dick Lewis Films, also
Chicago, has been appointed sales represent-
ative.
In announcing the service WTTW re-
ported 16 mm sound film reproduction of
tv programs is being made available at low
cost to any client in the Chicago area.
Claiming to be the only Chicago station of-
fering such service, it further reported:
'This new service of WTTW is already be-
ing used consistently by some of Chicago's
leading advertising agencies and has proven
to be a successful operation since its inno-
vation." Proceeds are being used to "help
to underwrite the operating deficit" of
WTTW.
Facilities are available for recording pro-
grams, special events and commercials from
Chicago's four commercial stations, as well
as for closed circuit work.
City Grants WKNO-TV $95,000
MEMPHIS educational station WKNO-TV,
facing the prospect of an early demise for
lack of funds, has received the $95,000 it
asked of the City Commission to enable it
to go on. Community and station repre-
sentatives had appeared at special hearings
some weeks ago [B«T. March 11] to ask
for funds WKNO-TV needed to continue
its non-commercial programming.
EDUCATION SHORTS
U. of Miami, Radio-Tv-Film Dept.. an-
nounces four short summer workshop
courses. Basic tv workshop runs from June
17 through July 3; advanced tv workshop,
July 5 through July 24; motion picture basic
workshop, July 26 through Aug. 13, and
advanced motion picture workshop, Aug. 14
through Aug. 31. Leaflet of details may be
obtained from Dr. Sydney W. Head, chair-
man of Radio-TV-Film Dept., U. of Miami.
Coral Gables, Fla.
EDUCATION PEOPLE
Edward Stasheff, associate professor of
speech, U. of Michigan and former N. Y.
tv director-writer, received one-year ap-
pointment to program staff of Educational
Tv & Radio Center, Ann Arbor, Mich.
Mitzi Kornetz, public relations director-ad-
visor to George K. Arthur, film producer
and distributor, to Boston U. news bureau
as radio-tv editor.
AWARDS
VAPBA Makes News Awards,
Elects New Officer Slate
TOP number of first-place awards to Vir-
ginia metropolitan stations were given the
news departments of WTAR-AM-TV Nor-
folk and WRVA Richmond at the Virginia
AP Broadcasters Assn. meeting, held March
29 in Washington. Officers elected were
Mrs. Mildred Alexander, WTAR, president:
Leo Hoarty.. WBOF Virginia Beach, vice
president, and Jack Clements, WRVA, treas-
urer.
Non-metropolitan stations which took
honors in the highest number of contest
categories were WBOF Virginia Beach and
WSVA Harrisonburg, taking three first-place
awards apiece, also the score made by
WTAR-AM-TV and WRVA.
Jack Clements of WRVA won the cup
donated by WDBJ Roanoke, for best pro-
tection of the AP on news. Don Murray, of
WDBJ-AM-TV Roanoke, took first place
among metropolitan stations in state and
local newscasting. WRAD Radford won
top honors among non-metropolitan stations
for farm news.
The complete list of award winners:
COMPREHENSIVE :
Metropolitan (Cities with two or more sta-
tions) : 1, WTAR. Clayton Edwards; 2. WMVA
Martinsville, Joe Merritt; 3, WRVA, Jack Clem-
ents.
Non-Metropolitan: 1, WBOF. Leo Hoarty: 2,
WRAD, Tom Gannaway; 3, WEVA Emporia, Ed-
die Anderson.
LOCAL AND STATE NEWS:
Metropolitan: 1, WDBJ, Don Murray; 2, WSLS
Roanoke, Joe Moffatt; 3, WTON Staunton, Jim
WooddeU.
Non-Metropolitan: 1, WBOF. Lon Backman;
2, WRAD. Tom Gannaway; 3, WSVA, Wip Robin-
son III (Harrisonburg became a two-station city
during the year, but WSVA's entries were judged
in the non-metropolitan class).
COMMENTARY :
Metropolitan: 1. 'WRVA. Harry Monroe; 2,
WDBJ, Dexter Mills; 3, WMVA, Joe Merritt.
Non-Metropolitan: 1. WSVA, Wip Robinson
III; 2, WBBI Abingdon, Bob Kent; 3, WEVA,
Eddie Anderson.
SPECIAL EVENTS:
Metropolitan: 1, WRVA, Jack Clements; 2,
WNOR Norfolk, Bill Montgomery; 3, WVEC
Hampton, Guv Sothern.
Non-Metropolitan: 1. WSVA, Wip Robinson
HI; 2. WPUV Pulaski, John Columbus; 3, WBOF,
Lon Backman.
SPORTS:
Metropolitan: 1, WTAR, Blair Eubanks; 2,
WRNL Richmond. Frank Messer; 3, WSLS, Ed
Thomas.
Non-Metropolitan: 1, WBOF, Bob Gheza, Jack
Garrison and Leo Hoarty; 2, WSVA, Conrad
Phillips; 3. WBBI, Lindy M. Seamon.
WOMEN'S NEWS:
Metropolitan: 1, WTAR, Mildred Alexander;
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Broadcasting • Telecasting
April 8, 1957 • Page 147
RADIO and Tfcm
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In The SCRANTON MARKET
Chart based on average
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W A B C D E all
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WCYB Bristol, Alice Friberg; 3, WTON, Jim
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Non-Metropolitan: 1, WSVA, Virginia C. Lin-
damood; WEVA, Sally Whitlock; 3, WBBI, Max-
ime Hilton.
FARM NEWS:
Metropolitan: 1, WKVA, Alden Aaroe; 2,
WCYB, Frank Raymond; 3, WTON, Jim Wood-
dell.
Non-Metropolitan: 1, WRAD, Bill Spahr; 2,
WBOF, Lon Backman; 3, WMEV Marion, H. B.
Eller.
Comr. Robert T. Bartley of the FCC
spoke at the luncheon session of the all-
day VAPD meeting [At Deadline, April 1].
Ed Ryan, news director of WTOP-AM-FM-
TV Washington, was speaker at the awards
banquet.
Outgoing VAPB President Don Greene
of WCYB noted that this year's contest, the
seventh, drew a record 81 entries from 22
member stations. Judges, all of North
Carolina, were: Chairman Jack Knell,
WBT-WBTV (TV) Charlotte; James Reid,
WPTF Raleigh; Fred Dickson, of WSOC
Charlotte; William Melia, WMNC Ashe-
ville; Mrs. Harriett Pressley, WPTF; Larry
Patrick, WAIR Winston - Salem; Dick
Brown, WEWO Laurinburg; Ed Smith,
WIRC Hickory; Cletis Peacock, WBBB
Burlington; Howard McCurry, WEGO
Concord; Mrs. Margaret Smith, WIRC,
and Tom Slade, WFAI Fayetteville.
Threlfall Wins Photo Award
PAUL THRELFALL, photography director
for KAKE-TV Wichita, Kan., received the
annual Joseph A. Sprague Memorial Award
established in 1949 as a tribute to the late
director of Graflex Inc. — at the National
Press Photographers Assn. convention last
week in Washington, D. C. He was cited
for his "dedication to the ideals and to the
task of advancing the NPPA as a charter
member, regional vice president, national
president, as an untiring worker on many
committees; and for his contributions to-
ward the development and growth of tele-
vision photo-journalism."
Chicago Ad Awards Plans Set
DEADLINE of April 26 has been set by
the Chicago Federated Adv. Club for its
15th annual Advertising Awaids Competi-
tion in radio, television and other classifi-
cations.
Judges will select the best advertising
produced between April 1, 1956, and March
31, 1957, with winners to be announced at
a banquet May 23. Advertisers, agencies,
radio-tv producers and others within a 50-
mile radius of Chicago are eligible to com-
pete. Details are available from CFAC at
139 N. Clark St., Chicago.
AWARD SHORTS
RCA received annual Howard G. Ford
Award from Phila. Sales Managers Assn.
for "outstanding achievement in sales man-
agement, distribution, marketing and adver-
tising, which resulted in all-time record
sales volume in 1956 of $1,127,774,000."
Citation pointed out "the dynamic manner
in which RCA has increased the sales of
color television."
NBC received award for "its noteworthy
contribution" in tv through NBC Opera
Co. from Sigma Alpha Iota, national music
fraternity.
Charles H. Cash Jr., WTVD (TV) Durham,
N. C, won "New Purina Dog Chow Fido
Award" for tv stations for his "outstanding
job of merchandising and cooperating with
the introduction of Purina's new product."
First prize for radio won by KMYR Den-
ver. '
Jack Morris, newsman, KTVX (TV) Mus-
kogee-Tulsa, Okla., received citation from
local VFW for his "generous contribution
of time and facilities in the interest of war
veterans, community and national welfare."
Walter Kellogg, staff photographer, WHEN-
TV Syracuse, N. Y., received Gabriel
Award from Catholic Daughters of America
in recognition of his "candid documentary
filming of principal diocesan events for
television."
Ray DeCola, engineering director for Ad-
miral Corp., Chicago, to be honored with
Fellow Award by Institute of Radio En-
gineers at annual recognition dinner in
that city on April 27.
WXIX (TV) Milwaukee cited in special
award by American Heritage Foundation
"in appreciation of outstanding public service
in their national non-partisan Register-In-
form Yourself- Vote Program of 1956."
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Page 148 • April 8, 1957
Broadcasting • Telecasting
INTERNATIONAL
U.S. SYSTEM FOR CANADA OPPOSED
CANADA'S system of a combination of
publicly-owned and privately-owned radio
and television broadcasting stations should
be maintained, the report of the Royal Com-
mission on Broadcasting [B»T, April 1]
stated. This system would ensure Canada's
national identity from the "tidal wave" of
U. S. culture which would follow establish-
ment of a purely privately-owned system
as in the United States.
"The choice is between a Canadian state-
controlled system with some flow of pro-
grams east and west across Canada, with
some Canadian content and the develop-
ment of a Canadian sense of identity at a
substantial public cost, and a privately-
owned system which the forces of economics
will necessarily make predominantly de-
pendent on imported American radio and
television progams," the report stated.
The three-man commission, headed by
R. M. Fowler of Montreal, also outlined in
its report the need for a program of research,
jointly by the Canadian Broadcasting Corp.„
the private stations and selected universi-
ties. Together these three groups, the com-
mission suggests, should delve deeply into
the effects of television and radio to pro-
vide real assistance to leadership in program
production.
Present research deals mainly with audi-
ence rating measures, the report points out,
thus measuring only the number of people
exposed to a program. It does not show
whether they are paying attention or being
affected by the program.
"If the audience rating rules supreme,
then broadcasters will allow programming
to sink to the most boringly uniform and
low level," the report states. "Each broad-
cast will become a tedious reflection of all
other broadcasts."
The commissioners felt that it was up to
the producer, not the audience, to develop
imaginative programs.
In dealing with programming, the report
stated that during a survey week in Janu-
ary 1956, of the six Toronto radio stations,
five of them, including one owned by the
CBC, were merely juke-boxes. "This or-
ganized apotheosis of the juke-box may be
good business but it is hardly balanced pro-
gramming," the commissioners said.
Regarding commercial programs, the
commissioners urged the CBC to go after
more commercial business, have advertisers
pay the whole cost of production of tele-
vision programs. They did not expect the
CBC to be self-supported entirely from com-
mercial programs.
There was nothing objectionable about
commercial sponsorship of good programs.
But a program survey carried out for the
commission showed that the private, inde-
pendent English-language stations provided,
at the same time, the highest percentage
of sponsored programs and "the poorest
performance from the point of view of pro-
gram balance."
The commissioners admitted that some
advertising messages were almost works of
art. "But others are tedious, distasteful and
sometimes misleading. . . . Whether the
stations are publicly or privately owned, the
listeners and viewers have every right to ex-
pect that the broadcaster will never allow
advertising to be tasteless or senseless or
misleading, or even worse perhaps, never-
ending."
The research which the commissioners
feel should be done will "mean deep delving
into the influence of broadcasting on human
society, the measurement of the psychologi-
cal impact of various types of spectacles
on adult minds, on children, on the literate
and the illiterate, indeed on the great va-
riety of individuals of differing degrees of
emotional and intellectual development that
compose a nation."
Canadian Body Urges
Second Tvs in Cities
SECOND television stations in major Ca-
nadian cities were urged by the Royal Com-
mission on Broadcasting [B»T, April 1] in
its report announced March 28. The report
said the time had come for abandonment
of the Canadian government's policy of only
one station in one city, except in largely
bilingual cities. (There are two stations in
Montreal, Ottawa and Quebec, for English-
and French-language programs.)
But before second station licenses are
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Broadcasting • Telecasting
April 8, 1957 • Page 149
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Page 150 • April 8, 1957
INTERNATIONAL
granted, the commission pointed out that
regulations should be passed to ensure that
the programming of a second station will
not be "substantially poorer" than that now
offered by the national network of the Ca-
nadian Broadcasting Corp.
These program regulations, the commis-
sion report outlined, should specify a maxi-
mum percentage of imported programs car-
ried and a minimum number of original
programs using Canadian talent. Several
stations could pool their resources to pro-
duce Canadian programs and be reasonably
free to broadcast them either live or on film,
it was suggested.
"Our hope and purpose is to have regula-
tions for second stations so devised as to
avoid repetition, by non-network television
stations, of the kind of experience we have
had with some of the non-network radio
stations, which have become little more
than the vehicles for playing of popular mu-
sic interspersed with the greatest possible
number of advertising announcements. A
similar experience in television would be
a profligate waste of Canadian resources,"
the report states.
Second television stations might not be
able to provide as many spectaculars as the
national network, but they could provide
greater content of local and regional pro-
grams. There should be a set minimum of
news reports, discussions of current events
and services to such groups as farmers, chil-
dren and music lovers "whether or not such
programs are capable of attracting commer-
cial sponsorship."
Assn. of Canadian Advertisers
To Discuss 'Competitive Age'
THE new competitive age and its effects on
advertising will be the theme of the 42nd
annual meeting of the Assn. of Canadian
Advertisers May 6-8 at the Royal York
Hotel, Toronto, Ont. Some 15 leading Ca-
nadian and American businessmen, advertis-
ing and marketing authorities, will take part
in the three day conference and discuss how
advertising can meet changes in living and
buying habits.
In addition, the Canadian Assn. of Adver-
tising Agencies on the last day of the meet-
ing will present a panel of speakers on color
advertising in various media.
ISBA Vetoes Research Pact
AN all industry contract — exclusive for
five years — for audience research to Tele-
vision Audience Measurement Ltd. has lost
the support of the Incorporated Society of
British Advertisers (comparable to the Assn.
of National Advertisers in the U. S.). ISBA
was represented with agencies and broad-
casters on a steering committee that de-
cided in February to offer TAM an exclu-
sive five-year contract as commercial tv's
research organization in Great Britain. The
action was seen last week as a boost for A.
C. Nielsen Co. which was the only other
research organization competing with TAM
for a new contract. TAM had the first re-
search contract for commercial tv there
but it expires in June.
Broadcasting • Telecasting
ANGRY WORDS . . .
CAN CANADA'S prime minister,
Louis St. Laurent, write to the chair-
man of the Canadian Broadcasting
Corp., as a private citizen, complain-
ing about a commentary on Canada's
foreign policy?
The fact that Prime Minister St.
Laurent had written two letters of
complaint to A. D. Dunton, CBC
chairman, caused a furor in the Ca-
nadian House of Commons March 28
and 29. All opposition parties told
the prime minister that his name on
a letter, even as a private citizen, to
the head of a government corporation,
smacked of censorship. Angry words
were exchanged for over an hour dur-
ing the debate, but Mr. St. Laurent
would not table the letters in ques-
tion. He had complained about the
tone used by a young university pro-
fessor, not long in Canada, on a com-
mentary on foreign policy.
European Tv Stations Plan
New Live Hookup for June
EUROPEAN television stations which have
been staging hookups at irregular intervals
under the label of Eurovision during the
past years are planning a new type of live
programming for June this year.
Different Eurovision stations, according
to the plans will, for the first time, contrib-
ute live segments to a single joint hookup
embracing the greater part of Europe. Es-
timated maximum number of television sets
in Europe to be reached by the program is
nine million (of which Britain would sup-
ply more than two thirds).
Engineers preparing the June hookup
are facing many unprecedented technical
problems since the participating 11 Eurovi-
sion countries have a total of three differ-
ent technical tv standards. A center for
the planned hookup is being set up in Brus-
sels, Belguim. Complicated switching and
standard conversion would be handled there.
Ponds African Div. Sponsors
News Show on Springbok Radio
SOUTH African Branch of Chesebrough-
Ponds, through J. Walter Thompson Co.,
has signed for a 15-minute news program six
evenings a week over the 12-station Spring-
bok Radio Network in South Africa, start-
ing April 1.
The sponsorship coincided with the start
of UP Radio News Service to Springbok, said
to mark first time that news service has been
made available to the commercial network.
Pierre Louw, manager of Springbok, said
the network recently added two new short-
wave transmitters which are beamed to South
Africa and Rhodesia. He added that rates
are being raised from 50-100% as a result
of a 25% increase in audience potentials.
The Union of South Africa, according to
Mr. Louw, has about 800,000 registered
listeners, in additional to those bordering the
Central African Federation.
INCREASES FADE MARGIN
27 db over 0.1 watt relay
17 db over 1.0 watt relay
Mail Coupon for free literature
^ Jk VISUAL ELECTRONICS CORP.
jBB W> J^f 342 WEST 40TH STREET, NEW YORK, N. Y. DEPT. DA
^£aJ^#- vV-
^fSBA Gentlemen: Pleose send me comple'e sceo: cc*
W mm on the 50 watt microwave system.
™ Name Title
, Address
Keeps You in View
Broadcasting • Telecasting
April 8, 1957 • Page 151
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THE NEW board members of the Canadian Assn. of Radio & Television Broad-
casters elected at Quebec, March 26, gather for their first picture. Seated. 1 to r,
D. A. Gourd, CKRN Rouyn, Que., vice-president; Vern Dallin, CFQC-AM-TV
Saskatoon, Sask., president; Geoff Stirling, CJON-TV St. John's, Newfoundland,
vice-president, and Fred Lynds, CKCW-AM-TV Moncton, N. B., immediate past
president.
Standing, 1 to r, directors J. A. Manning, CKCL, Truro, N. S.; J. O. Blick, CJOB
Winnipeg, Man.; W. N. Hawkins, CFOS Owen Sound, Ont.; F. B. Richard, CHNO
Sudbury, Ont.; R. J. Buss, CHAT Medicine Hat, Alberta; Jack Davidson, CJKL
Kirkland Lake, Ont.; W. H. Stovin, CJBQ Belleville, Ont.; J. A. Dupont, CJAD
Montreal, Que.; Tom Burham, CKRS-TV Jonquiere, Que.; Norm Botterill, CJLH-TV
Lethbridge, Alberta, and Lionel Morin, CJMS Montreal, Que.
Absent from photo were directors E. E. Fitzgibbons, CKCOTV Kitchener, Ont.;
C. J. Rudd, CHUB Nanaimi, B. C; A. G. Seabrook, CJIB Vernon, B. C; and D. M.
Armstrong, CHEK-TV Victoria, B. C.
New Tv Begins at Kamloops
CFCR-TV Kamloops, B. C, is call letters
of new ch. 4 station which began operating
April 1. Station is affiliated with CFJC
Kamloops. First rate cards start class A
time at $75 an hour for this 700 w video
and 350 w audio power station represented
by All-Canada Television Ltd., Toronto,
Ont. Station manager is Ian G. Clark who
is also manager of CFJC. Walter Harwood
is commercial manager. J. Fred Weber is
engineer.
Stovin to Syndicate TPA Films
HORACE N. STOVIN & Co. Ltd., Toronto,
Ont., station representative firm, has estab-
lished a film division, and will syndicate
and represent in Canada films of Television
Programs of America. Ev Palmer, account
supervisor of McCann-Erickson of Canada
Ltd., Toronto, is sales manager of the new
division, and William Byles, vice president
of the company and formerly radio-tv di-
rector of Young & Rubicam Ltd., Toronto,
is director of the film division.
INTERNATIONAL PEOPLE
Frank Segee, formerly editor of Radio,
magazine of Canadian Broadcasting Corp.,
Toronto, to Bureau of Industrial Service
Ltd. (public relations subsidiary of Young
& Rubicam Ltd.), as manager.
W. E. Collier, assistant manager of CKY
Winnipeg, Man., to CKRM Regina, Sask.,
as manager.
^3e Our Quest!
M AND A ALEXANDER PRODUCTIONS
cordially invites you
to visit Room 5I5A-5I7A, Hilton Hotel,
Chicago, April 7-11 during the NARTB
Convention to inspect their
ENTERTAINMENT PACKED PROGRAMS
NOW AVAILABLE
NEW FEATURES
NEW Vi HOUR SHOWS
Page 152 • April 8, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B*T)
March 28 through April 3
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Tv Stations
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w— watt, mc— megacycles. D— day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
ST A — special temporary authorization. * — educ.
Am-Fm Summary through April 3
Am
Fm
Appls.
In
On
Pend-
Hear-
Air
Licensed
Cps
ing
ing
3,024
3,001
217
364
145
540
520
49
51
0
Tv Summary through April 3
Total Operating Stations in U. S.:
Commercial
Noncomm. Education
Vhf
383
18
Uhf
91
5
Total
4721
23=
FCC Commercial Station Authorizations
As of February 28, 1957 *
Licensed (all on air)
Cps on air
Cps not on air
Total authorized
Applications in hearing
New stations requests
New station bids in hearing
Facilities change requests
Total applications pending
Licenses deleted in February
Cps deleted in February
Am
Fm
Tv
3,000
513
290
31
16
225
133
23
123
3,164
552
638
119
0
70
303
10
56
67
0
10
146
11
45
900
112
353
0
2
0
0
0
1
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
26
Uhf
323
21
Total
674i
472
Applications filed since April 14, 1952.-
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial
1,078
337
839
573
1,4123
Noncomm. Educ
. 65
37
27
65*
Total
1,143
337
876
600
1,476^"
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
5 One applicant did not specify channel.
« Includes 44 already granted.
5 Includes 718 already granted.
ACTION
St. Louis, Mo. — Columbia Bcstg. System, granted
vhf ch. 11 (198-204 mc); ERP 1610 kw, 316 vis.,
190 kw aur.; ant. height above average terrain
1,000 ft., above ground 998 ft. Estimated construc-
tion cost $1,791,727, first year operating cost $800,-
000 revenue $1,270,000. Post office address CBS,
New York, N. Y. Studio location St. Louis. Trans,
location Sappington, Mo. Geographic coordinates
38° 32' 55.5" N. Lat., 90° 21' 57" W. Long. Trans.-
ant. GE. Legal counsel Julius F. Brauner, N. Y.
Consulting engineer Jay W. Wright, N. Y. CBS is
sole owner.
APPLICATION
Nampa, Idaho — Radio Boise Inc., vhf ch. 6
(82-88 mc); ERP 12.59 kw vis., 6.3 kw aural; ant.
height above average terrain 341 ft., above ground
315 ft. Estimated construction cost $53,354, first
year operating cost $101,000, revenue $116,000. Post
Office address Boise Hotel, Boise, Idaho. Studio
location Ada County. Trans, location Ada County.
Trans. Dumont, ant. RCA. Legal counsel Dowd,
Lohnes & Albertson, Washington, D.C. Consulting
engineer Vincent L. Hoffart, Spokane, Wash.
Roger L. Hagadone, owner KYME Boise, will be
99% owner. Announced April 3.
New Am Stations . . .
APPLICATIONS
Cleveland, Ga.— Clyde W. Turner, 1350 kc, 500
w D. P. O. address % Mr. Turner, Cleveland.
Estimated construction cost $15,690, first year
operating cost $29,500, revenue $42,000. Mr. Turn-
er, lumber interests, will be sole owner. An-
nounced April 2.
Lawrenceville, 111. — Wabash Valley Bcstrs., 960
kc. 500 w D. P. O. address Box 450, Mt. Carmel, 111.
Estimated construction cost $32,894, first year
operating cost $53,000, revenue $64,000. Principals
include Stephen P. Bellinger (30%), and Morris
E. Kemper (30%), stockholders WIZZ Streator,
111., and WVMC Mt. Carmel. Announced March 29.
Shelbyville, Ind.— Shelby County Bcstg. Co.,
1480 kc, 500 w D. P. O. address % H. T. Parrott,
Campbellsville, Ky. Estimated construction cost
$28,100, first year operating cost $40,000, revenue
$65,000. Equal partners are Mr. Parrott, stock-
holder WLOC Munfordville, Ky., and WTOC
Campbellsville, R. D. Ingram, stockholder WLOC
and WTCO, J. W. Pickett, stockholder-gen. mgr.
WLOC, and E. L. Rogers, insurance solicitor.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
Visit us in Suite 22 19- A at the
CONRAD HILTON
or at our Chicago Office in
the Tribune Tower
during the NARTB Convention
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
BROADCASTING • TELECASTING
April 8, 1957 • Page 153
FOR THE RECORD
LATEST RATINGS
TOTAL AUDIENCE (%)*
March 1-7, 1957
# of
% Tv
Name of Program
Cities
Homes
1.
/ Love Lucy
158
34.4
2.
Ed Sullivan Show
172
33.2
3.
Jackie Gleason
167
32.5
4.
Dragnet
169
31.7
5.
$64,000 Question
175
30.9
6.
Tv Playhouse
(Alcoa)
120
30.2
7.
Steve Allen
144
30.0
8.
G. E. Theatre
150
29.4
9.
Perry Como
144
28.9
10.
Playhouse 90
128
28.8
# Tv
# of
Homes
Name of Program
Cities
(000's)
1.
/ Love Lucy
158
11,167
2.
Ed Sullivan Show
172
10,958
3.
Jackie Gleason
167
10,670
4.
Dragnet
169
10,412
5.
$64,000 Question
175
10,383
6.
Steve Allen
144
9,500
7.
December Bride
182
9,332
8.
G. E. Theatre
150
9,308
9.
Tv Playhouse
(Alcoa)
120
9,192
10.
Gunsmoke
154
9,089
First Report For March, 1957
Two Weeks Ending Mar. 9
TOTAL AUDIENCE (HOMES-000) (f)
Rank Rating
1. / Love Lucy 17,960
2. Ed Sullivan Show 16,781
3. G.E. Theatre 16,467
4. $64,000 Question 15,406
5. Alfred Hitchcock Presents , 15,131
6. December Bride 15,131
7. Twenty-One 15,013
8. Disneyland 15,013
9. Perry Como Show 14,934
10. Steve Allen Show 14,111
AVERAGE AUDIENCE (t) HOMES
Copyright, Videodex Inc.
background: The following programs,
in alphabetical order, appear in this
week's B»T tv ratings roundup. In-
formation is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Alcoa Tv Playhouse (NBC-102): Alcoa
(Fuller, Smith & Ross), 9-10 p.m. alt.
Sundays.
Steve Allen (NBC-130): Jergens (Orr),
Brown & Williamson (Bates), Vitamin
Corp. of America (BBDO), U.S. Time
(Peck), Polaroid (Doyle, Dane, Bern-
bach), Sun. 8-9 p.m.
Perry Como (NBC-137) : Noxzema (SSC&
B), S&H Green Stamps (SSC&B), Klee-
nex (Foote, Cone & Belding), Sat. 8-9
p.m.
December Bride (CBS-186) : General Foods
Rank
Rating
1.
/ Love Lucy
16,820
2.
G. E. Theatre
15,484
3.
$64,000 Question
14,423
4.
December Bride
14,227
5.
Alfred Hitchcock Presents
14,030
6.
Twenty-One
13,991
7.
Gunsmoke
13,441
8.
The Millionaire
13,323
9.
I've Got A Secret
13,166
10.
The Lineup
13,126
1.
1 Love Lucy
46.9
2.
Ed Sullivan Show
44.0
3.
G. E, Theatre
43.4
4.
Alfred Hitchcock Presents
41.2
c
J.
■poy,uuu \Juesuon
ac\ n
f.
u.
± tv eriiy -\s in:
oy *o
7.
December Bride
39.5
8.
Perry Como Show
39.5
9.
Disneyland
39.4
10.
Arthur Godfrey's Scouts
39.2
AVERAGE AUDIENCE (%)*
1 .
/ Love Lucy
A 1 O
Z.
G.E. Theatre
4U.5
3.
Alfred Hitchcock Presents
38.2
4.
$64,000 Question
37.4
5.
December Bride
37.1
6.
Twenty-One
37.0
7.
Gunsmoke
35.8
8.
Arthur Godfrey's Scouts
35.4
9.
The Millionaire
35.2
10.
I've Got A Secret
34.8
(B&B), Mon. 9:30-10 p.m.
Disneyland (ABC-170) : American Motors
(Geyer-Brooks, Smith, French & Dor-
rance), American Dairy ( Campbell -
Mithun), Derby Foods (M-E), Wed. 7:30-
8:30 p.m.
Dragnet (NBC-157) : Schick (Warwick &
Legler), Liggett & Myers (M-E) (alter-
nating sponsors), Thurs. 8:30-9 pjn.
G.E. Theatre (CBS-152): General Electric
(BBDO), Sun. 9-9:30 p.m.
Jackie Gleason (CBS-174): P. Lorillard (L
& N), Bulova (M-E), Sat. 8-9 p.m.
Godfrey's Scouts (CBS-163) : Lipton (Y&R),
Toni (North), Mon. 8:30-9 pjn.
Gunsmoke (CBS-161) : Liggett & Myers
(D-F-S), Remington Rand (Y&R), (alter-
nating sponsors), Sat. 10-10:30 pjn.
Alfred Hitchcock (CBS-137) : Bristol-Myers
(Y&R), Sun. 9:30-10 pjn.
I Love Lucy (CBS-162): General Foods
(Y&R), Procter & Gamble (Grey), Ford
(t) Homes reached by all or any part of the
program, except for homes viewing only 1 to
5 minutes.
{t) Homes reached during the average minute
of the program.
* Percented ratings are based on tv homes with-
in reach of station facilities used by each pro-
gram.
Copyright 1957 by A. C. Nielsen Company
(J. Walter Thompson), Mon. 9-9:30 pjn.
I've Got A Secret (CBS-190): R. J. Rey-
nolds Co. for Winston cigarettes (Esty),
Wed. 9:30-10 p.m.
Lineup (CBS-153) : Brown & Williamson
(Bates), Procter & Gamble (Y&R), Fri.
10-10:30 pjn.
Millionaire (CBS-115) : Colgate-Palmolive
(Bates), Wed. 9-9:30 pjn.
Playhouse 90 (CBS-129): Philip Morris
(Burnett), American Gas Assn. (L&N)
Ronson (Norman, Craig & Kummel),
Bristol-Myers (BBDO), Singer Sewing
(Y&R), Thurs. 9:30-11 p.m.
$64,000 Question (CBS-178) : Revlon
(BBDO), Tuesday 10-10:30 pjn.
Ed Sullivan (CBS-174): Lincoln-Mercury
(K&E), Sun. 8-9 p.m.
Twenty-One (NBC-76) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m.
Announced April 2.
Wichita, Kan. — John Bozeman, 900 kc, 250 w
unl. P. O. address % Mr. Bozeman, 8 Plum Lane,
Wichita. Estimated construction cost $22,785, first
year operating cost $35,000, revenue $40,000. Mr.
Bozeman, featured artist KTVH, will be sole
owner. Announced March 28.
Marlboro, Mass. — Clernew Bcstg. Corp. of Marl-
boro, 1470 kc, 1 kw D. P. O. address % Romeo J.
Clermont, 41 Orchard St., Lowell, Mass.- Estimated
construction cost $33,535, first year operating cost
$65,000, revenue $70,000. Equal partners Arthur
A. Newcomb, Romeo J. Clermont, Gertrude A.
Newcomb and Victoire G. Clermont. Mr. New-
comb owns WOTW-AM-FM Nashua, N. H. Mr.
Clermont has grocery interest. Announced
H
You are cordially invited
to visit us at the
NARTB CONVENTION
Conrad Hilton Hotel
Suite 2U8A-2U9A-2120A
NEGOTIATIONS • FINANCING • APPRAISALS
^Blackburn
Ynpani]
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
Jackson 5-1576
ii
1
I
1
is
iii
■Si
is
Page 154 • April 8, 1957
April 1.
Seaside, Ore. — Seaside Bcstg. Co., 1050 kc, 250
w D. P. O. address 119 Second Ave., Seaside.
Estimated construction cost $12,400, first year op-
erating cost $30,000, revenue $35,000. Equal part-
ners are Jerry B. Dennon, assistant promotion
manager KOIN-AM-FM-TV Portland, Ore., Ron-
ald L. Rule, KOIN-TV announcer, and John P.
Gillis, announcer KRWC Forest Grove, Ore. An-
nounced April 2.
Big Lake, Tex. — Jim Sample and Donald Bos-
ton d/b as Big Lake Bcstg. Co., 1290 kc, 1 kw D.
P. O. address % Mr. Boston, Box 989, Pecos, Tex.
Estimated construction cost $30,000, first year op-
erating cost $30,000, revenue $36,000. Mr. Sample,
gasoline interests, and Mr. Boston, commercial
manager KIUN Pecos, will be equal partners.
Announced March 28.
Williamsburg, Va. — Mary Cobb and Richard S.
Cobb d/b as Williamsburg Bcstg. Co., 740 kc,
5000 w D. P. O. address 3855 N. 30th St., Arling-
ton, Va. Estimated construction cost $15,400, first
year operating cost $38,000, revenue $45,000. The
Cobbs, frozen food interests, will be equal part-
ners. Announced April 2.
Ownership Changes . . .
APPLICATIONS
WJVB Jacksonville Beach, Fla. — Seeks assign-
ment of license from Jacksonville Beach Bcstg.
Co. to Andrew B. Letson for $60,000. Mr. Letson,
sole owner WMOP Ocala, Fla., and 78>/2% WCNH
Quincy, Fla., will be sole owner.
Broadcasting • Telecasting
-L_ =
■ PROFESSIONAL CARDS
JANSKY & BAILEY INC.
*ecvtive Office*
^35 De Sales St., N. W. ME. 8-5411
'ffices and Laboratories
1339 Wisconsin Ave., N. W.
oshington, D. C. ADams 4-2414
Member AFCCE*
ommercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
JTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
1 14th St., N. W. Sheraton BIdg.
crthfagton 5, 0. C. REpublic 7-3984
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
JEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
(10 Eye St., N.W., Washington, D. C.
lecettve 3-1230 Executive 3-5851
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401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press BIdg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania BIdg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans BIdg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner BIdg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications BIdg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart BIdg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N.W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W„ Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey BIdg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N.W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AH-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engioeer
Suite 298, Arcade BIdg., St. Louis 1, Mo.
Garfield 1-4954
"For Results ia Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
O. Bex 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
Broadcasting • Telecasting
RADIO ENGINEERING COMPANY
CONSULTANTS — SpeeUlhtt m
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants"
Norwood J. Patterson, Owner
1111 Market Street San Francisco, Colif.
MArket 1-8171
April 8, 1957 • Page 155
J
COLORCAST I N
The Next 10 Days
Of Network Color Shows
(All times EST)
CBS-TV
April 9, 16 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote, Cone and Belding and Pet
Milk Co. through Gardner Adv.
April 10, 17 (8-9 p.m.) Arthur God-
frey Show, participating sponsors and
agencies.
April 11 (8-9 p.m.) Shower of Stars,
Chrysler Corp. through McCann-
Erickson.
April 12 (3:30-4 p.m.) Bob Crosby
Show, participating sponsors and agen-
cies.
NBC-TV
April 8-12, 15-17 (1:30-2:30 p.m.)
Club 60, participating sponsors and
agencies.
April 8-12, 15-17 (3-4 p.m.) Matinee
Theatre, participating sponsors and
agencies.
April 8, 15 (8-8:30 p.m.) Adventures
of Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan, Stauffer, Colwell and
Bayles.
<fi)
April 8, 15 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
and Son through Needham, Louis and
Brorby and Mennen Co. through Grey
Adv.
April 10, 12, 17 (7:30-7:45 p.m.)
Xavier Cugat Show, sustaining.
April 10, 17 (8-8:30 p.m.) Masquerade
Party, participating sponsors and agen-
cies.
April 10 (8:30-10 p.m.) Hallmark
Hall of Fame, Hall Bros. Cards
through Foote. Cone & Belding.
April 11 (10-11 p.m.) Lux Video The-
atre, Lever Bros, through J. Walter
Thompson Co.
April 12 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
April 13 (8-9 p.m.) Perry Como Show,
participating sponsors and agencies.
April 13 (9-10:30 p.m.) Saturday Color
Carnival, Oldsmobile through D. P.
Brother & Co. and RCA-RCA Whirl-
pool through Kenyon and Eckhardt.
April 14 (9-10 p.m.) Alcoa Hour, Alu-
minum Co. of America through Ful-
ler, Smith and Ross.
April 17 (9-10 p.m.) Kraft Television
Theatre, Kraft Foods Co. through J.
Walter Thompson Co.
KSET El Paso, Tex. — Seeks positive control of
licensee corporation by Fred Hervey through
purchase of stock (897 shares) from Stanton E.
White for $19,333. Announced March 28.
KSTV Stephenville, Tex. — Seeks assignment of
license from Oscar H. Halvorson and Olaf Folk-
vord to Dixie Bcstrs. for $55,000. Cyril W. Red-
doch (66%%) and Ralph L. Hooks (331/3), are
Dixie owners. Dixie Bcstrs. is applicant for am
in Blakely, Ga. Announced March 28.
Hearing Cases . . .
ACTIONS
By Chief Hearing Examiner
James D. Cunningham
Portorican-American Bcstg. Co., Ponce TV
Partnership, Ponce, P. R.— Granted petition of
Portorican-American for dismissal without prej-
udice of its application for new tv on ch. 7 in
Ponce, and retained in hearing status Ponce TV
Partnership application for same channel in
Ponce. Action March 26.
WWOW Hazard, Ky.— Granted motion for dis-
missal of its am application and dismissed protest
proceeding Action March 28.
Bill Mathis, Abilene, Tex., KNAF Fredericks-
burg, Tex. — Granted petition of Mathis for dis-
missal without prejudice of his am application
and retained in hearing status Gillespie applica-
tion. Action March 28.
By Hearing Examiner Herbert Sharfman
Denied petition by Friends of Good Music for
leave to file a brief, attached to the petition as
amicus curiae in the matter of application for
assignment of license and cp of station WGMS
Bethesda, Md., and license of station WGMS-FM
Washington, D. C.
By Hearing Examiner Millard F. French
Denied petition by Texas Technological Col-
lege for leave to amend its application for cp
for new tv station on ch. 5 in Lubbock, Tex.; the
proposed amendment which would change the ap-
plication in several respects is rejected. Ordered
that a prehearing conference in this proceeding
which also involves application of C. L. Trigg
for cp for new tv on ch. 5 in Lubbock, will be
held on April 15. Action March 29.
Routine Roundup . . .
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of March 29
KCIL Houma, La. — Granted cp to change ant.-
trans. -studio location and make changes in ground
system.
KSLO Opelousas, La. — Granted cp to move ant.-
trans. location.
KPOR Quincy, Wash. — Granted mod. of cp to
change ant. -trans, location and change studio
location and operate trans, by remote control;
condition.
WCWC Ripon, Wis.— Granted mod. of cp to
change trans, and studio location, and move an-
tenna; conditions.
KMOP Tucson, Ariz. — Granted mod. of cp to
change ant. -trans, and studio location.
The following were granted extensions of com-
pletion dates as shown: KDUB-TV, Lubbock,
Texas, to 6-20; KSHO-TV, Las Vegas, Nev., to
10-1: KRBB, El Dorado, Ark., to 9-30; KRCG, Jef-
ferson City, Mo., to 10-19; WRAL-TV, Raleigh,
N. C, to 10-23; WHTN-TV, Huntington, W. Va.,
to 9-l;KOAT-TV, Albuquerque, N. Mex., to 10-1.
Actions of March 28
KMBL Junction, Texas — Granted permission to
sign-off at 8 p.m. each week day for a period of
6 months except on special ocasions, due to econ-
omic strain on account of drought emergency.
WSSV Petersburg, Va. — Granted license cover-
ing changes in ant.-trans. location and changes in
ant. (increase height) and ground system.
KGMS Sacramento, Calif. — Granted license
covering change hours, change to DA-2, and
change trans, and studio location and change
type trans.; conditions.
WFEC Miami, Fla. — Granted mod. of license to
change name to Florida East Coast Bsctg. Co. Inc.
WOAI San Antonio, Texas — Granted cp to
change ant.-trans. location and make changes in
ant. system (increase height) and make changes
in the ground system.
WMAN Mansfield, Ohio — Granted cp to move
ant.-trans. location, install a new trans, and make
changes in the ant. system, and ground system.
KNLR North Little Rock, Ark.— Granted mod.
of cp to change type trans., change studio loca-
tion and operate trans, by remote control; condi-
tion.
The following were granted extensions of com-
pletion dates as shown: WCHK Canton, Ga., to
6-1. condition: WOOK Washington, D. C, to 5-16:
WBRB Mt. Clemens, Mich., to 6-15, conditions;
WPAB Ponce, P. R, to 5-18; KGU Honolulu,
Hawaii, to 4-30.
KEAR San Francisco, Calif. — Granted cp to
change ERP to 125 kw, ant. height to 1,100 ft,
change trans, location, remote control point and
studio site; change type trans, and ant. system;
engineering condition and grant is without preju-
dice to any action the Commission may take in
connection with the application for renewal of
license.
KPHO Phoenix, Ariz. — Granted authority to
operate trans, by remote control while using
nondirectional ant.
WPGC Morningside, Md. — Granted mod. of cp
to change ant.-trans. location, make changes in
DA system (2 tower array), change in ground
system and change type trans.
The following were granted extensions of com-
pletion dates as shown: Kl'LA Honolulu, Hawaii,
to 5-30; WXIL Hazelhurst, Ga., to 7-11.
Actions of March 26
WLTL-FM Lenoir City, Tenn. — Granted request
to cancel license.
Actions of March 25
WBBQ Augusta, Ga.— Granted authority to op-
erate trans, by remote control.
WAMF (FM) Amherst, Mass. — Granted cp to
change frequency of fm educational station to
channel 208 (89.5 mc).
KFAC-FM Los Angeles, Calif. — Granted cp to
change ERP to 59 kw and change type trans.
WINA-FM Charlottesville, Va.— Granted cp to
change ERP to 620 w, change type trans, and
change ant. system.
Continues on page 162
— — — -
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
f ALLEN KANDhR \
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
NEGOTIATORS FOR THE PURCHASE AND SALE
MUrray Hill 7-4242
, OF RADIO AND TELEVISION STATIONS 1
CHICAGO
\ EVALUATIONS /
35 East Wacker Drive
\ FINANCIAL ADVISERS /
Chicago 1, Illinois
RAndolph 6-3688
Page 156 • April 8, 1957
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 200 per word — $2.00 minimum • HELP WANTED 250 per word— $2.00 minimum.
• All other classifications 300 per word — $4.00 minimum. • DISPLAY ads #15.00 per inch.
No charge for blind box number.
Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting • Telecasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
RADIO
Help Wanted— (Cont'd)
Active eastern broadcasting group in expansion
move. Wants experienced personnel able to work
and invest in corporation. Send complete back-
ground including references and funds available.
Box 279G, B-T.
Management
Here's a chance of a lifetime for program direc-
tor or chief announcer to step up to management
level. Growing organization in eastern United
States needs a young married man with car for
assistant manager position. Job offers opportu-
nity at managership in near future. Send tape,
resume, photo to Box 861E, B>T.
5 figure income for top notch salesman with man-
agement background for leading independent in
Ohio. Box 226G, B-T.
Manager with hard hitting sales background
wanted for station in fast growing western state.
Small station but owners are expansion minded.
An opportunity to build with a growing organi-
zation. Send qualifications and photo in first
letter to Box 227G, B-T.
Excellent opportunity for sales minded manager
wanting chance to show what he can do. Small-
mid-central station. Profit sharing arrangement.
Send resume, qualifications and photo to Box
228G, B-T.
Sales manager with proven small-market record,
by well-established fulltime 250-watt central
Florida station. Box 253G, B«T.
Radio station manager with successful sales
background. Immediate opening. New Mexico
250 watt station. Write Box 122, Albuquerque,
New Mexico.
Sales
Salesman or salesman-wife team for three
Texas daytime stations, to rotate between sta-
tions, two weeks at a time each place. High pres-
suring not waited. Want ?ccounts, though small,
to stay sold. Box 151G, B»T.
Young man with potential, or older man with
established sales record needed. Medium multi-
station market. Groom for sales manager. Com-
plete background and photo. All repfies confi-
dential. Box 161G, B«T.
Single station, medium size market. Draw against
commission. Excellent opportunity with attrac-
tive future. Please forward details, photo and
references. Box 170G, B«T.
Salesman-copywriter currently employed. Any
location considered. Box 230G, B«T.
Excellent opportunity for radio sales manager
with ability to operate and handle local radio
sales department, for Number 1 radio station in
market. Central U. S. Write to Box 242G, B«T.
East coast major market independent needs top-
flight salesmen. Salary and commission. Ideal
opportunity for right men. Box 291G, B«T.
Good opportunity for proven salesman, possibil-
ity manager. Reference. KTKT, 10 kw, music and
news, Tucson, Arizona.
KWWL Radio, Waterloo, Iowa, needs permanent,
capable, experienced salesman who can sell in
competitive market. Excellent opportunity for
right man. Send complete details, including
minimum salary and availability.
Need salesman-announcer immediately. 5 years
minimum experience. West-central Virginia,
Shenandoah Valley living. $75-85 weekly plus
commission on sales. Can earn up in the five
figures with work. Permanent employment for
right family man. List of active accounts to
begin with. WAFC, Staunton, Virginia. Call
6-0100.
Sales
Account executives wanted. If you have been
a successful radio salesman in a medium size
market and feel you are ready to move up to
a major market and crack the big-time, WEAM
is interested in your future. We are the most
powerful independent in Washington, D. C, area.
You must have a successful sales history in ad-
dition to the usual high qualifications in order
to merit consideration for this position. Salary
and commissions. Write Sales Manager, WEAM,
Arlington, Virginia.
Experienced and dependable salesman needed.
One radio, one television. Salary and incentive.
Good opportunity with NBC owned station.
Write, wire, or phone Gustave Nathan, for in-
terview, WNBC, 1422 New Britian Avenue, West
Hartford, Conn.
Salesman — we want a top hard working sincere,
creative radio salesman. We are 790 on the dial
with sharp music-news operation in beautiful
Pensacola, Florida. For the right man, we'll offer
top deal. Write, wire or call Ralph Petti, Man-
agement Consultant, WPFA, Pensacola.
Announcers
$700 a month for DJ with glib, fast-paced de-
livery. Rhyming intros to records. Limited rock
'n roll, mostly good pops and albums. Wanted by
station in Midwest. Box 781E, B>T.
Immediate opening for aggressive announcer in
leading independent station in large mid-south
market. Experience as staff DJ and some news.
Send complete information, tape of music, com-
mercials, news. Tape returned. Box 195G, B«T.
Minnesota station needs first class engineer-
announcer. Must be good announcer. Good sal-
ary. Box 247G, B»T.
Leading southern daytime station wants an-
nouncer-copywriter; salary open; no drifters.
Box 252G, B-T.
Multiple station operation needs combination
pop — r & r DJ's. Send tape and resume. Box
264G, B«T.
Illinois station seeks network quality announcer
on local station budget. $80.00 for 44 hours. Box
265G, B-T.
Experienced announcer-operator, no maintenance,
for workman-like staff job, by central Florida
250-watt network station. Box 266G, B»T.
A lifetime opportunity for top-grade DJ— also
newsman — power station in big market. Great
Lakes area, has opening for first-rate man with
good record in small or medium size market and
ready to move up; include all details first letter;
airmail tape including music intros and com-
mercials. Box 270G, B-T.
First phone man with an Arthur Godfrey voice.
Also, newsman who sounds like Frank Heming-
way. We're going from 250 watts to 5000, and
need both within a month. Send tapes and when
available. KSEM, Moses Lake, Washington.
Immediate opening for staff announcer. Send
complete information and audition tape. WASA
Harve de Grace, Maryland.
Combo man with first phone . . . emphasis on
announcing . . . $80 for 40 hour week, addition
to staff . . . phone collect, WMIC, Monroe, Mich-
igan. Cherry 1-5554. Ask for George Stearns
or Bob Norwood.
RADIO
Help Wanted— (Cont'd)
Announcers
Announcers — we are adding top music DJ to
our big 5 personality package. If you can excel
in music station format, we'll hire you in sunny
Pensacola, Florida. Write, or wire "Ralph Petti,
Management Consultant, WPFA, Pensacola.
Opening for experienced staff announcer. Send
tape and resume. Tape will be returned. Mid-
westerner preferred. WSMI, Litchfield, Illinois.
Record specialist. Are you a qualified announcer
with a good voice? Can personally conduct a
well planned and smoothly executed disc show?
Can you help us build a strong music schedule?
Are you qualified to supervise all music pro-
gramming and be contact between station and
recording companies, distributors and artists? If
you think you're our man, send tape of air work
and letter to Forjoe, 580 5th Avenue, New York,
N. Y.
Ground floor opportunity. New 1 kw daytimer,
music-news format. Taking air this month. Good
salaries for qualified announcers. Copywriting
helpful. Excellent hunting, fishing territory in
Central Louisiana. Rush returnable tape, re-
sume, photo. James H. Martin, Delhi, Louisiana.
Staff announcer, immediate. Phone Clarksburg,
West Virginia, Maine 2-9051.
Pacific northwest. We're looking for several good
announcers with good production sense who can
be built into strong local personalities. Send tape
with broad sample of commercials, record intros
and news, plus full details about yourself to-
Forjoe, 580 Fifth Avenue, New York 36, New York.
Technical
Expanding organization needs a chief engineer
with good maintenance ability. Must have car
and be able to assume responsibility for repair
and purchase. Good salary. Possibility of in-
stalling new station in near future. Send photo
and resume to Box 860E, B»T.
First class engineer — New Jersey directional
daytimer. Reply immediattely. Box 235G, B-T.
Engineer to operate complete radio link mobile
studio. No air work. Box 281G, B«T.
Chief engineer, Virginia station, $135.00 weekly,
solid engineering background, plus creditable
announcing ability. Send full resume, picture,
first letter. All replies confidential. Box 289G, B«T.
Need first class engineer. Car necessary. Trans-
mitter work. 44-hour week. KGNO Dodge City,
Kansas.
Chief engineer, 1000 watt am-fm radio station.
Attractive terms and benefits. Opening now.
Write or call in person, W. W. Burdow, WBEC,
Pittsfield, Mass.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
First class engineer-announcer. Send tape, in-
formation to Jack Owens, WEIC, Charleston,
Illinois.
Chief engineer, first phone ticket required, main-
tenance and board shift. Permanent position
1000 watts daytime, non-directional. Send tape
and data. WENC, Whiteville, North Carolina.
First class engineer-announcer, $5000 plus. WFKY,
Frankfort, Kentucky.
YOUR BEST BET
In getting top-flight personnel for that "special
job is a classified ad on this page.
Broadcasting • Telecasting
April S, 1957 • Page 157
RADIO
RADIO
RADIO
Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Technical
Three engineers, expanding operations. Ed Ken-
nedy, WILM, Wilmington, Delaware.
Wanted immediately, experienced, first phone
engineer, no announcing, 5kw directional. Con-
tact H. W. Jackson, Chief Engineer, WMMN,
Fairmont, West Virginia.
First ticket. First class announcer. Hired. Phone
WTAY, Robinson, Illinois.
Engineer for am-fm radio and new mobile
service company. Hawkins Broadcasting Service
Company, 920 King, Wilmington, Delaware.
Programming-Production, Others
Newsman wanted for 5 kw Ohio major market.
You must be seasoned reporter and newswriter
as well as good rapid fire airman. Right pay to
right man. No rip and run boy need apply.
Box 103G, B-T.
Immediate opening eastern metropolitan market,
man or woman in continuity. Send sample copy,
photo, experience. Reply Box 234G, B«T.
One of Iowa's largest radio and tv operations
will have an opening shortly for top-notch disc
jockey. Opportunity to work both mediums.
Good salary. Send full info to Box 241G, B«T.
Wanted: Creative, promotion minded continuity
writer for 1000 watt eastern Ohio independent
station. Open immediately. Send full background
material. Box 256G, B»T.
Interested in real good job? We have just the
thing for you. Disc jockey job with central
U.S. radio station. Opportunity to work in tv.
Good salary. Send tape and complete info to
Box 297G. B»T.
MAIL TO SCHOOL NEAREST YOU
Grantham Schools, Desk 12-F
821 19th Street N.W. flD 1505 N. Western Ave.
Washington 6. D. C. Ul\ Hollywood 27. Calif.
Please send me your free booklet, telling how I can
get my commercial FCC license quickly.
Name
Address
City — State
Programming-Production, Others
5kw operation going to 24 hours. Expanding
staff and making replacements. Have openings
for news director-newscaster to double part-
time in programming, disc jockeys for pop
music, salesman. Send complete details to
Bartlett, KFJI, Klamath Falls, Oregon.
Radio copywriters, experienced, needed by NBC
owned station. Write, wire, or phone Gustave
Nathan, for interview, WKNB, 1422 New Britian
Avenue, West Hartford, Conn.
Newscaster-legman. Well known northwest local
news department needs newscaster who can
gather and write local news. On-the-air delivery
is important, however, it must be subordinate to
actual local leg-work. Send tape, sample of your
writing and letter of application to Forjoe, 580
5th Avenue, New York 36, New York.
Situations Wanted
Management
Available if your offer is good enough. Station
manager or commercial manager with recorded
and proven sales ability, including national spot
radio and tv representative, experienced retail
radio sales, radio sales director, station manager.
Send complete details your market and station
to receive resume. Box 213G, B«T.
Ten years radio sales, three sales manager. Now
selling tv, don't like it. Want manager or sales
manager music-news operation. Top references.
Box 260G, B-T.
Manager. Program — sales background. Will give
your station a "sound" and sell it. 8 years radio.
Box 274G, B»T.
2 years assistant manager and PD AFRS, 9
months co-owner announcer-sales all night
program, 5 kw. Reasonable newscaster, develop-
ing DJ, experienced, morning, evening, teenage
audience. Studying for 1st. Ken O'Donnell, KCNO,
Garden City, Kansas.
Moved rundown small market station into first
place in state in year. Increased billings 50% in
90 days. Can do same for your station. Starting
salary . . . salary-percentage thereafter. Box
14, Russellville, Arkansas.
Candid employer wanted by sincere and aggres-
sive general manager, top references. Telephone
3-4534, Norfolk, Virginia.
Sales
Private pilot, account executive. Broad ex-
perience all phases broadcasting. Let me be your
private pilot to save time, your number one sales-
man between flights. Seven years safe flying.
Sober, married, 35, two children. $150 week,
plus travel expense, minimum 1 year contract.
Box 268G, B«T.
Sales! Currently employed sales manager. Young.
Aggressive. Creative. Hard worker! Box 275G B»T.
Announcers
Girl personality — DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
688E, B-T.
Baseball play-by-play announcer. Seven years
experience. Finest references. Box 975E, B»T.
Good samaritan needed! Not blessed with net-
work voice. Hard worker. 10 years experience.
Good references. Get along with people. Married.
32. Box 160G, B«T.
Play-by-play, all sports, staff, currently sports
director, southwest. Seek station with heavy
sports schedule. Box 207G, B«T.
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 215G, B-T.
Florida (am). A young (30) married fellow is
going to settle in your state soon. He is presently
employed, has a pleasant voice, good references,
an enviable knowledge of music programming,
plus experience. He is looking for a place minus
drunks, meat-heads and prima-donnas. (Not
necessarily in that order. 5 Box 231G, B«T.
Original hillbilly DJ. One of the best. Six years
experience. Good references. Sing, play guitar.
Good man with know-how. $125. Box 240G, B«T.
Situations Wanted — (Cont'd)
Announcers
Midwest announcer, experienced on console.
Married, conscientious. Good DJ, staff announcer.
Box 243G, B-T.
Combo — now chief engineer. Family man seeking
permanency. Prefer western half. Box 246G.
B-T.
Attention southwest. 10 years announcing ex-
perience. Want p.m. shift approaching $100.00
per week. Prefer tv. Veteran, college graduate,
30, single. Presently five day week. Box 251G, B«T.
Veteran DJ, record wise, hard selling, guaranteed.
Top references. Minimum salary $125.00. Box
255G, B-T.
DJ, with sell, three years experience, good news,
family. Box 258G, B«T.
Announcer-salesman . . . second ticket . . . very
good voice . . . heavy small station experience
. . . qualified to manage . . . wants to settle
pleasant southern location. Box 259G, B»T.
Long experience, stable announcer. All phases,
extremely flexible. Can fit any operation. Have
ideas and unique, proved gimmick for making
commercial sell. Box 261G, B«T.
Announcer: Morning man thirteen years in
Florida and northeast markets . . . must match
$650 per month. Box 263G, B»T.
Wish to relocate college town. 5 months ex-
perience. Available June 3. Box 267G, B«T.
Announcer, presently employed seeks relocation
in northeast. One year experience at lkw. For
tape, resume, and references, write Box 273G, B«T.
Sports and news, 10 years experience — available
now. Best references. Box 277G, B«T.
Top-flight. Experienced all phases radio-tv. Deep,
resonant voice. Employed. Box 282G, B«T.
Outstanding voice quality. Experienced, expedi-
tious worker. Network references. Negro. Box
283G, B»T.
Staff announcer — 2 years experience in competi-
tive market of 300,000. Mature voice, authorita-
tive news delivery, compiled and edited news,
very capable sportscaster, smooth DJ. Excellent
references offered. Available immediately. Box
284G, B-T.
DJ, announcer, flexible personality, good voice
quality, strong salesmanship, finest references.
Box 285G, B«T.
iy2 years experience at 250 watt and 5kw. Geor-
gia wanted. Young man. Box 295G, B«T.
Staff announcer. All staff duties. 3rd ticket. Car>
olinas only. Blythe, 737 11th Street, N. W., Wash-
ington, D. C. ME 8-5255.
Relaxed ZV2 years experience. Must relocate due
to personnel change. Charlie's Doll, WAFC, Staun-
ton, Virginia.
Have 3rd class ticket, will travel anywhere. For
tape and resume contact Hal Metthe, 6 Clinton
Street, Haverhill, Mass. Would prefer disc jockey
show.
Announcer-DJ, specializing sports, news, hill-
billy— single — 29 — 3rd class license — prefer east
coast. Contact Joe Mock, 830 North Stuart Street,
Arlington, Virginia. Jackson 5-5748.
Summer employment wanted by college student —
plenty experience — DJ-news-commercials, etc.
Some selling. Ken Monroe, Box 294 Emmet, U. of
Virginia, Charlottesville, Virginia.
Staff announcer. All staff duties, car. 3rd ticket.
Louisiana or Mississippi. Pinkston, 737 11th
Street, N. W., Washington, D. C. ME 8-5255.
Announcer: iy2 years experience, ambitious, good
potential. Good on news, commercials, DJ.
Operate own board. Married, and not a drifter.
Looking for daytimer. Mark G. Wiesner, 201
Columbus Street, Saint Marys, Pennsylvania.
Parttime announcer — 7 months experience (Har-
vard, 111.— WMCW), 22, vet, single, 30 credits
short for B.A. Degree; desires weekend work
within 150 miles of Chicago. Telephone Chicago:
John Zachary, Keystone 9-6015.
Floridian desires permanent change to home
state. Experienced DJ, newscaster, reliable. Box
20, LaLuz, New Mexico.
Qet
Your First Class Commercial
F. C. C. LICENSE
in
12 Weeks!
Grantham Training is Best
Grantham Schools SPECIALIZE in preparing students to
pass F.C.C. exams. All courses begin with basic funda-
mentals—NO previous training required. Beginners get
1st class license in 12 weeks.
Read this letter from a recent graduate of
the Grantham Correspondence Course
March 23, 1957
Mr. Donald J. Grantham
Grantham Schools
Hollywood, Calif., and Washington, D. C.
Dear Mr. Grantham:
I took and passed all four elements a week
ago today and now have my fi rst class, FCC
license. Now that studying is over I would
like to tell you how much I enjoyed the course,
I am certain that without it I would never have
been able to obtain my license so quickly or
obtain so thorough an understanding of dec-
tronics. It has been a wonderful experience for
me and I would heartily endorse your course
to anyone.
At this writing I have three job offers to
choose from — one in AM , one in TV, and one
with an airline— all of this because of your fine
course.
Donald A. Littleton
2171/2 West Lamme
Bozeman, Montana
Learn by Mail or in Resident Classes
Correspondence training from Washington and Hotly-
wood. Also, DAY and EVENING resident classes held
in both cities. New resident classes begin April 15,
1957. Write for free brocure.
Page 158 • April 8, 1957
Broadcasting • Telecasting
RADIO
TELEVISION
FOR SALE
Situations Wanted — ( Cont'd )
Technical
1st class, seven vears experience, combo engi-
neer, thirty years. Box 238G, B-T.
Programming-Production, Others
Program director. Prefer independent wanting
to go places. Idea man. Box 276G, B«T.
Tv hurts my eyes. I know radio production.
Box 292G, B»T.
I won't hollar, I refuse to yell 'cause smiles
and sincerity sell. Forty miles around New
York City. (Poetry because my girl thinks she's
witty.) Box 293G, B-T.
Storz trained program director-news director
wants to relocate with top-flight independent.
Have tremendous major market background in
all phases of programming, etc. Definitely look-
ing toward future. For full information, tape,
and references write Box 296G, B«T.
Receptionist — college graduate, widow, attrac-
tive, good personality. Needs job badly. Go
anywhere. References. Write Mrs. Sam Collins,
General Delivery, Angola, Indiana.
TELEVISION
Help Wanted
Management
Manager with the know-how to run small tele-
vision station in a southwestern location. Must
have strong promotion and sales background.
Fast growing company. Send qualifications and
photo in first letter to Box 229G, B-T.
Sales
Expanding vhf television station needs experi-
enced tv announcer or radio announcer with tv
potential. Also need experienced television news
director or newsman capable of moving up.
Please send photo, tape and resume. Reply Box
250G, B«T.
Experienced and dependable salesman needed.
One radio, one television. Salary and incentive.
Good opportunity with NBC owned station.
Write, wire, or phone Gustave Nathan, for in-
terview, WNBC, 1422 New Britian Avenue, West
Hartford, Conn.
Technical
Wanted immediately, tv technician, FCC first
class radio telephone license required. No ex-
perience necessary. Well established company
offers unusual opportunities for advancement.
State experience, salary desired, and enclose
snapshot. Box 209G, B-T.
First class license tv transmitter operator. Tv
experience desirable but not essential. If you
like skiing this is an unparalled opportunity.
Transmitter' at Stowe, Vermont. Station provide
head skis. Liberal food allowance plus mileage.
Reply Chief Engineer, WCAX-TV, Burlington,
Vermont.
Situation Wanted
Management
Manager-commercial manager. 6 years tv, 10
years radio. Also network and agency. Best ref-
erences previous stations. Box 200G, B'T.
Sales executive with top station representative
interested in managerial position with tv station
or group. Station operations, programming pro-
duction news background, plus network and
FCC. Family. Box 286G, B«T.
Salesman-sales manager, 25 years successful
experience radio and tv national, local and re-
gional. Presentlv in New York but would like to
relocate. Box 287G, B«T.
Pro gram m ing-Prod uction, O th ers
Desire tv program director's position. 8 years
experience, 3 with large midwest television
station. College graduate, 30, single, excellent
references. Box 237G, B-T.
Need a good, experienced television traffic girl?
Experience in continuity and five camera com-
mercials. Resume and references on request.
Box 244G, B-T.
Film director-editor. Currently employed in top
ten market, desires employment elsewhere.
Eight years commercial-television experience,
sharp on buying, scheduling, editing and operat-
ing department. Box 271G, B«T.
Top rated newscaster. Eight years on camera
in major market. Writes, edits own news. Box
272G, B-T.
Broadcasting • Telecasting
Situations Wanted — (Cont'd)
Programming-Production, Others
He's a producer. He's a director. He uses talent!
For free particulars on this highly-recommended
young man, write Box 280G, B»T.
News director and/or public affairs director —
will consider assistant directorship. Under 35, but
with most unusual and complete background
on all levels of television news policy, prepara-
tion, production and personnel questions. Highest
references from industry leaders. Will only con-
sider one of top twenty-five market areas. Mini-
mum salary: $8,000. Can assure that news and/or
public affairs department under his direction will
become one of the finest, most profitable (in good
will and dollars) and most talked-about in
America. All details on request. Box 290G, B-T.
Available immediately, practically-trained, top-
flight production personnel, all categories. Call
Northwest First. Northwest Radio & TV School,
1221 NW 21st, Portland 6, Oregon. Also Holly-
wood, Chicago, Washington, D. C.
FOR SALE
Stations
250 watt daytimer in growing northwest city of
approximately 5000 population. Station is making
money. Owner desires' large field. Only qualified
buyers for this one. Will take $40,000 with
terms to right party. Box 269G, B«T.
Southwestern single station market daytimer.
Can be handled for $10,000 cash down. This and
14 other stations currently available through
Paul H. Chapman Company, 84 Peachtree,
Atlanta.
We would welcome opportunity to talk with
parties interested in buying or selling stations at
NARTB Meeting this week, Chicago. Our rooms
are 1735-36A, Conrad Hilton. Paul H. Chapman
Company.
Stations
The Norman Company, 510 Security Bide., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
W. E. amplifiers. Original cartons, 120C, $60;
132A, $55: 130B, $100. Used coils, Langevin 602A,
$5. Hewlett-Packard N-D 330B, $300. Box 683E,
B»T.
Have Raytheon transmitter. Good condition.
Best offer over $1000.00. Will sell Raytheon con-
sole also $450.00. Write Box 232G, B«T.
Latest PT6-S5A dual speed Magnecorder and
PT6-s5J amplifier with cases, brand new un-
opened carton. . . . $595.00 delivered. Box 236G,
B'T.
3 kw RCA fm transmitter, model BTF-3B, An-
drews 1304-1 4 bay antenna. GE model BM 1A
frequency and modulation monitor. $4,500 in-
cluding spare tubes, parts. Box 245G, B'T.
Will trade station equipment for am tower. Also
want magnecorder transport mechanism. Box
292G, B'T.
For sale: One General Electric lOkw fm ampli-
fier, model 4BF3A1, with four GL 5518 tubes.
Price in Sacramento: $2,800.00. Also, one Col-
lins 37M4 side mount ring antenna. Price: $700.00.
For information contact KGMS, Hotel Sacra-
mento, California.
For sale Collins 21A broadcast transmitter . . .
good condition. KLPM, Minot, North Dakota.
Gates CB-11 turntables with spare motor. All
speeds. Two for $120 plus shipping cost. Station
KOFO, Ottawa, Kansas.
EXAMPLE
PRACTICAL TV TRAINING
This is a typical
example of the
practicality of ALL
Northwest train-
ing. These stu-
dents are actually
doing a live remote
from a recent
movie premiere.
AH Northwest
classes are trained
using methods like
these — letting stu-
dents work in a
practical manner
with eve ryda y
Telecasting prob-
lems. For top TV
people call John
Birrel.
NORTHWEST
HOLLYWOOD, CALIFORNIA
1440 North Highland
HO 4-7822
Television - Radio Division
540 N. Michigan Avenue
DE 7-4504
C #*U4%4%! C HOME OFFICE:
9«nUUL9 1221 N.W. 21st Avenue
Portland, Oregon . CA 3-7246
WASHINGTON, D. C
1627 K Street N.W.
RE 7-0343 ;
April 8, 1957 • Page 159
FOR SALE
WANTED TO BUY
RADIO
Equipment
Mobile broadcast studio. Converted airline bus.
Completely equipped. Reliable range 20 miles.
WEOK, Poughkeepsie, New York.
375-ft. tower, CFN self-supporting, CAA lighting,
2 code beacons, 8 hazard lights, flasher and photo-
electric control, 8 bay- WE clover-leaf fm antenna,
$7,500 packed for shipment. Our No. 9883, May
Brothers, Binghamton, New York.
For sale: RCA TG-1A sync generator TK-1A
monoscope camera TA-1A distribution amplifier,
480C power in two racks $2,500. Also one TG-1A
requiring slight modification $1,000. Mautner
Laboratories, 380 Oak Street, Copiague, Long
Island, New York.
WE 2A phase monitor, new condition, 2-tower
monitoring, $285 F.O.B. Texas location. May
Brothers, Binghamton, New York. Our No.
9884.
Commercial crystals and new or replacement
crystals for RCA, Gates, W. E. and Bliley holders;
regrinding, repair, etc. Also A. M. Monitor serv-
ice. Nationwide unsolicited testimonials praise
our products and service! Send for catalog. Edi-
son Electronic Co., PR3-3901, Temple, Texas.
WANTED TO BUY
Stations
Network personality moving to Florida wants to
buy radio station or substantial interest. Will con-
sider any Florida station, large or small, for ac-
tive or inactive participation. Box 163G, B»T.
Seeking small to medium am station radius 400
miles New York or Florida. Reply fully. Box
249G, B«T.
Experienced broadcasting corp. expanding opera-
tions. Seeking eastern area station with billing
up to $300,000. Will consider local if profits or
potential warrant. Give full outline first letter.
Box 278G, B-T.
Private conservative service. Oklahoma, Texas,
Arkansas, Colorado. Louisiana, Kansas, Missouri.
Ralph Erwin. Licensed Broker. 1443 South Tren-
ton, Tulsa.
Qualified operator seeking problem station. Low
down payment. Assume liabilities. Private. Box
8545, Chicago.
PROMOTION, MERCHANDISING,
ADVERTISING PERSONNEL:
LOOKING FOR A NEW OPPORTONITY?
DROADCASTERS:
LOOKING FOR COMPETENT
PROMOTION PERSONNEL?
Maybe the Broadcasters' Promotion Asso-
ciation can help you get together!
BP A is setting up a clearing house for
broadcast promotion personnel looking for
new opportunities — and for broadcasters
seeking experienced, competent promotion
help. Please note: BPA makes no recom-
mendations, but simply tries to get the
two parties together. And for both parties,
the price is right, the service is free!
No fees of any kind.
If you're looking for a job, send a COM-
PLETE resume of background and experi-
ence, plus location desired and salary re-
quirements. If you're looking for promo-
tion help, let us know the type of person
and experience you're after.
Write:
BROADCASTERS' PROMOTION
ASSOCIATION
Suite 2100, 122 East 42nd Street,
N. Y. 17, N. Y.
Equipment
One, three, of five kw. Fm transmitter, and moni-
tor. Box 164G, B-T.
Need up to 1200 ft. 3'/8" line. Will buy any
quantity in good condition. WJBF, Augusta,
Georgia.
REL model 695, fm transmitter and receiver.
WSIC, Statesville, N. C.
Wanted — used console. State condition and price.
Contact Chief Engineer, WSBA, York, Pennsyl-
vania.
Wanted, good rack mounted Magnecord tape
recorder with amplifier, advise condition, model,
age, speed, price, etc. — Bill Tomberlin, 2917 W.
Temple Street, Los Angeles 26, California.
One used iconoscope film camera chain. May
Brothers, Binghamton, New York.
INSTRUCTION
FCC first phone in 12 weeks. Home study or
resident training. Our schools are located in
Hollywood, California, and Washington, D.C.
For free booklet, write Grantham School of
Electronics, Desk H-B, 1505 N. Western Avenue,
Hollywood 27, California.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio & Televi-
sion School. Dept. B, 1627 K Street. N. W., Wash-
ington, D .C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
RADIO
Help Wanted
Sales
■rr. s>-< yy. yy. yy-. yy. yy. yy. yy. y^. yy. yy. yyj
h OPPORTUNITY |
^ For Radio Salesman to move up the §
y ladder to a big station in a Major Mar- §
§ ket. Sales Representative wanted by &
£ 50,000 watt, clear channel station in c
§the Midwest. This major network afRli- J
ate is recognized as one of the coun- §
§ try's top stations. Only interested in ^
& someone who believes in radio . . . and r
c good radio. Send full details to ^
§ §
^ Box 262G, B»T |
lyy. yy. yy. yy. yy- -S/' y^ ■ J5r yy -^s
Announcers
TOP-FLIGHT
DISC JOCKEYS
KOWH, Omaha's top station is looking
for several top-flight disc jockeys. If
you're good, with a different style or
gimmicks, airmail your tape, resume
and full details to:
Virgil Sharp
General Manager
KOWH
Kilpatrick Building
Omaha, Nebraska
Help Wanted— (Cont'd)
Announcers
WHAS & WHAS-TV
are accepting applications for
.... a staff announcer who has the ex-
perience and the versatility to
meet our high program standards.
.... a sportscaster who speaks and
writes with authority for our com-
prehensive schedule of sports programs.
Send biography, background, tape and
photo to Program Director,
Louisville, Kentucky.
Programming-Production, Others
\ THIS COULD BE YOU!
* *
j^. Are you a Newsman with a nose for news?
J Can you gather, edit, and present the news +
uality of excitement
+ and enthusiasm that sep
*
♦ the aid of our Newsmobile, can make local
with that indefinable quality of excitement J
+ and enthusiasm that separates the men from *
i the boys? Maybe you're the one who, with -fc
a*
♦ the aid of our Newsmobile, can make local M
news sound the way it should — IMPORTANT! £
J You could be the Newsman whose salary ^
would be commensurate with your experi- £
j^. ence and performance.
If you are this man — then a Top Eastern J
jf. Independent — (24-hour operation — Number M
1 One in the Market)— WANTS YOU! WRITE! %
*. BOX 239G, B»T *
Situations Wanted
Announcers
"MORNING SHOW"
One of radio's fine morning shows desires to
relocate. Metropolitan markets only. Com-
plete presentation on request.
BOX 254G, B*T
WANTED TO BUY: AM and/or VHF
TOP 50 MARKETS ONLY
Holding recently sold. Seven figure cash available
Principals only — no brokers. Box 257G, B»T
Available to discuss at NARTB
Page 160 • April 8, 1957
Broadcasting • Telecasting
TELEVISION
FOR SALE
Help Wanted
Stations
Programming-Production, Others
OPPORTUNITY KNOCKS TWICE!
"Live in the Climate Capital
of the World."
KTVR. Denver. Colorado, is looking for
a top production manager plus an ex-
perienced time salesman. With both
MGM and 20th Century-Fox features,
Channel 2 is the fastest growing station
in the market. This is a real opportunity
for the right men. Send complete resume
and picture to Hugh Ben LaRue, 550
Lincoln, Denver. Colorado.
See Haskell Bloomberg
Radio and Television
(t^uiinedi $rolte
juanedj t/->roner
And Muriel Bloomberg, Ass't
NARTB CONVENTION, CHICAGO
SUITE 833-834A
CONRAD HILTON HOTEL
Equipment
Situation Wanted
Program m ing-Prod action, Others
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialist*
TV Film Specialist In Buying
Programming, Promotion and
Sales Service
Experienced and recognized in top major
markets for know-how in film buying,
availabilities, ratings, department opera-
tions, personnel relations and film pro-
gramming. Strong background in com-
mercial operations, promotion, production,
and sales cooperation.
Available before May 1st and interested
in Midwest opportunity with station-dis-
tributor or agency. Excellent relations with
present employer. Willing to invest in own
potential. Attending NARTB Convention,
April 7 to 11. Box 288G, B-T.
WANTED TO BUY
Stations
FOR SALE
Stations
STATION OWNERS
Florida, Michigan, Ohio, Indiana, Illinois
and adjacent states. Am private party in-
terested in purchasing station billing $75
to $150,000. All replies strict confidence.
Principals only. Will indentify self com-
pletely. Financially responsible.
Box 987E, B»T
EMPLOYMENT SERVICES
TOP JOBS— TOP PEOPLE
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 fK' St. NW.
Washington. D. C— RE 7-0348
Looking for top deejays:
KLIF Dallas
KTSA San Antonio
Here's your chance to join one of the nation's top independent-sta-
tion organizations. We need top disc jockeys, with good voices and
gimmicks or different styles, and also top radio newsmen. If you fit in
either category and want a top opportunity, airmail your audition
tape and background information today.
Gordon McLendon
2104 Jackson Street
Dallas. Texas
Planning
a radio
station?
You can count
on RCA's 4-point
service program
... to get you on
the air... to keep
you on the air.
• PLANNING ASSISTANCE
• EQUIPMENT COUNSEL
• FIELD SERVICE
• EMERGENCY REPAIRS
RADIO CORPORATION
of AMERICA
Broadcasting
Telecasting
April 8, 1957 • Page 161
FOR THE RECORD
Routine Roundup . . ..
Continues from page 156
April 3 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates as shown: WQMC (TV) Charlotte,
N. C, to 8-1-57; WBRE-TV Wilkes-Barre, Pa., to
9-1-57.
License to Cover Cp
KDMS EI Dorado, Ark. — Seeks license to cover
cp which authorized increase power, install new
trans, and change ant.-trans. location.
KHVH Honolulu, Hawaii — Seeks license to
cover cp which authorized new am.
KCKN Kansas City, Kan. — Seeks license to
cover cp which authorized change ant.-trans. and
studio locations.
KXGI Fort Madison, Iowa — Seeks license to
cover cp which authorized increase power to 1
kw.
April 2 Applications
ACCEPTED FOB FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates as shown: WMPY Salisbury, Md.,
KIDO-TV Boise, Idaho, to 10-20-57; KMMT (TV)
Austin, Minn., to 10-20-57; KOOK-TV Billings,
Mont., to 7-1-57; KTRE-TV Lufkin, Tex., to
7-1-57; WHYY-TV Philadelphia, Pa., to 10-1-57.
KPIC (TV) Roseburg, Ore.; WHTN-TV Hunting-
ton, W. Va.; WBRB Mt. Clemens, Mich. WTYT
Titusville, Fla.
License to Cover Cp
KGW-TV Portland, Ore. — To specify trans,
location as 299 Skyline Blvd. N.W., Portland.
Announced March 28.
WAPA-TV San Juan, P. R.— Which authorized
new tv. Announced March 28.
KHFH Sierra Vista, Ariz. — Which authorized
new am. Announced March 29.
KOSI Aurora, Colo. — Which authorized change
hours, install DA-N. Announced March 29.
WMLF Pineville, Ky. — Which authorized new
am. Announced April 1.
WGEM-TV Quincy, 111.— Which authorized new
tv. Announced April 1.
WLOS-TV Asheville, N. C— Which authorized
new tv. Announced April 1.
ACTIONS
CALL LETTERS ASSIGNED
KRTU Tucson, Ariz. — Associated Bcstrs. of
Tucson, 790 kc. Changed from KCTU.
KPIK Colorado Springs, Colo. — Western Bcstg.
Co., 1580 kc.
WGOR Georgetown, Ky. — Robert E. Johnson,
1580 kc.
WKYV Loyall, Ky.— Tri-State Radio Corp.,
1050 kc.
KBCL Bossier City, La. — Bossier Bcstg. Service,
1220 kc.
WDVL Vineland, N. J.— The Delsea Bcstrs.,
690 kc.
WBUZ Fredonia, N. Y. — Louis W. Skelly,
1570 kc.
KADO Marshall, Tex.— Caddo Bestg. Co., 1410
kc.
UPCOMING
AprU
April 7-11 : NARTB annual convention, Conrad
Hilton, Chicago.
April 8-11: Premium Adv. Assn. of America
annual Premium Buyers' Exposition, Navy Pier
and Morrison Hotel, Chicago.
April 9: Premium Advertising Conference, Navy
Pier, Chicago.
April 11-13: Southwest Regional Conference and
Electronic Show, Shamrock Hilton Hotel,
Houston.
April 12: Iowa AP Radio and Television News
Assn., Savery Hotel, Des Moines.
April 13: United Press Broadcasters of Michigan,
Olds Hotel, Lansing.
April 22: United Press Broadcasters of Conn.,
Hotel Statler, Hartford.
April 22: Connecticut Broadcasters Assn., Hart-
ford, Conn.
April 22-26: American Film Assembly, Statler
Hotel, New York.
April 24-26: Annual Conference, American Pub-
lic Relations Assn., Warwick Hotel, Philadel-
phia, Pa.
April 25-27: Annual meeting of the American
Assn. of Advertising Agencies, the Greenbrier,
White Sulphur Springs, W. Va.
April 25-27: Western States Advertising Agencies
Assn., annual conference, Oasis and Desert
Inn Hotels, Palm Springs.
April 25-27: New Mexico Broadcasters Assn.,
Deming.
April 25-28 : Annual convention, American Women
in Radio & Television, Chase Park -Plaza Hotel,
St. Louis.
April 26: United Press Broadcasters of Missis-
sippi, Buena Vista Hotel, Biloxi.
April 26-27: Annual Spring Television Confer-
ence, Engineering Societies Bldg., Cincinnati.
April 28-May 4: Brand Names Week.
May
May 1-3: Electronic Components Symposium,
Morrison Hotel, Chicago.
May 2-3: International convention of Interna-
tional Advertising Assn. Inc., Hotel Roosevelt,
New York City.
May 5-11: National Radio Week
May 6-8: Annual meeting, Assn. of Canadian
Advertisers, Royal York Hotel, Toronto, Ont.
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17: Pennsylvania Assn. of Broadcasters,
Hotel Bedford Springs, Bedford Springs.
May 15-17: Radio-Electronics-Tv Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 20-21: Wisconsin Broadcasters Assn., Hotel
Plankinton, Milwaukee.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria, New York.
June
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention, Advertising Fed-
eration of America, Hotel Fountainebleau,
Miami.
June 17-19: NATRFD Spring Meeting, Washing-
ton.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21 : Annual meeting. Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 24-28: Annual convention, Advertising
Assn. of the West, Hawaiian Village, Honolulu.
SOURCES OF TV SPOT MONEY
REVEALED IN DETAIL BY TVB
A TOTAL of 4,399 advertisers spent an estimated $397,606,000
in spot television in 1956. Of these, 81 spent more than $1 million
apiece, and 1,206 spent $20,000 or more.
These figures summarize key features of a report on 1956 tv
spot spending which Television Bureau of Advertising will dis-
tribute at the NARTB convention this week. Going farther than
TvB's earlier annual spot report for 1956 [B*T, March 25], this
one shows the spot television expenditures of each of the various
brands of all companies whose spot tv investments amounted to
$20,000 or more during the year. The reports are based on figures
compiled quarterly for TvB by N. C. Rorabaugh Co.
While Procter & Gamble was 1956's top corporate tv spot
spender at $17,522,450 [B»T, March 25], a product of General
Foods (third ranking in total corporate spot tv spending at $9,-
415,940) took first place in expenditures for a single brand. GF's
Maxwell House coffee led all other brands with $5,461,900 in-
vested in spot tv last year.
Nine other brands put $3 million or more into spot television:
Kellogg cereals $4,656,900; Alka-Seltzer $4,498,070; Robert Hall
clothes $4,450,490; Bulova watches $4,298,650; Coca-Cola $3,683,-
910; Marlboro cigarettes $3,404,200; L&M cigarettes $3,294,310;
Philip Morris cigarettes $3,079,480, and Nabisco cookies and
crackers $3,059,090.
The $397.6 million estimate of spot tv expenditures by 4,399
advertisers in 1956 represents a slight upward revision of TvB's
earlier estimate of $397.5 million. Comparisons with 1955 are
unavailable since 1956 was the first full year in which TvB com-
piled the data.
Beginning on the facing page, by company and brand, are
TvB's figures on 1956 tv spot expenditures of companies which
put $20,000 or more into this segment of the television medium
last year.
Page 162 • April 8, 1957
Broadcasting • Telecasting
1 956 TV SPOT SPENDING BY BRAND Abbots Dairies — Biue Plate Foods
Abbott's Dairies, Inc. $226,310
Ice Cream 226,310
Ace Clothing Stores $20,080
Clothing 20,080
Acme Food Stores $88,810
Adell Chemical Co $807,630
Lestoil Liauid
Detergent 807,630
Admiral Corp $51,840
Admiral Appliances 27,280
Admiral Radio 16,460
Admiral TV Sets 8.100
Admiral Corp.
Distributors $25,760
Admiral Appliances 13,500
Admiral TV Sets 12,260
Aerojet General Corp. $27,820
Employment 27,820
Affiliated Super Markets $132,110
Food Stores 132,110
A & I Distributors
Dairy Products ....
Zerone & Zerex ....
$26,540
.. 26.150
390
Alberto-Culver Co $93,010
VO-5 Cosmetics 54.010
V0-5 Hair Preparation .. . 39.000
Alkaid Corp $298,130
Alkaids 298,130
Allen's Revival Hour
Religion
Alles & Fisher, Inc.
J. A. Cigars
$49,930
. 49,930
$51,060
.... 51,060
Alliance Mfg. Co $201,420
Lift-A-Door 41,000
Remote Instant Tuner. . 220
Seialer Heaters 1.730
Tenna Rotor 158,210
Tenna Scope 260
Allied Gas Companies
Gas Service
$23,380
.. 23,380
Aluminum Co. of America $53,940
Alcoa Aluminum
Products 9.450
Alcoa Foil Wrap 44,360
Paint 130
Amana Refrigeration, Inc. $32,810
Amana Air Conditioners .. 580
Amana Food Freezer 28,790
Amana Food & Freezer
Plan 3,440
Amend, Fred W.,
Company $146,380
Chuckles Candy 146,380
American Bakeries Co. $797,330
Bunny Bread 17,220
Cook Book Bread 33,460
Grennan Cake 115.830
Merita Bread 139,650
Merita Cake 24.870
Taystee Bread 466.300
American Beauty
Macaroni $26,310
Chili-Roni 3,630
Macaroni 22,140
Noodles 540
American Beauty
Mattress Co $29,930
American Beauty
Mattress 29,930
American Bird Food Mfg. $33,280
American 3 Vees Bird
Food 33,280
American Brewery, Inc. $181,200
American Beer 181,200
American Brewing Co. $234,160
Regal Beer 229,370
Royal Beer 4,790
American Character Doll $118,120
Dolls $118,120
American Chicle Co. $1,480,380
Adams Clove Gum 34.060
Beeman's Gum 141.000
Certs 102,670
Chiclets 86,390
Clorets 360,190
Dentyne 383,770
Rolaids 372,300
American Crystal
Sugar Co $44,340
Candy 22,640
Crystal Sugar 21,700
American Dairy Ass'n. $94,100
Dairy Products ' 94,100
American Home
Products $1,965,900
Chef Boy-Ar-Dee
Quality Foods
Chef Boy-Ar-Dee
Ravioli
Chef Boy-Ar-Dee
Sauces
Dennison's Foods
G. Washington Instant
Coffee
Aero Shave
Aero Wax
Easy-Off Oven
Cleaner
Sani-Flush
Wizard Deodorizers ....
Anacin
Bisodol
Duplexin
Emberstick
Heet
Hill's Cold Tablets ....
Kolynos Dentifrice
Preparation H
Primatene
Vital Essence
1,168,710
28,180
66,200
122,020
15.330
24,220
47,190
27,660
1.730
28,550
141,050
1.280
30.560
10,580
1,280
810
4,770
228,040
17,430
280
American Kitchens Corp. $26,670
Custom-Made Kitchens .... 26,670
American Liberty
Oil Co. $21,020
Amlico Gas & Oil 21,020
American Motors Corp. $128,910
Hudson Cars 580
Kelvinator Appliances . ... 68,710
Nash Cars 59,620
American Oil Co. $50,060
Amoco Gas & Oil : 45,080
Super Permalube Motor
Oil 4,980
Amer. Rad. & Stand.
San. Corp. $37,490
Amer. Stand. Heating
Equip 6,600
Amer. Stand. Plumb.
Fixtures 16,200
Sunbeam Air
Conditioners 1,210
Youngstown Kitchens 13,480
American Safety Razor
Co $237,950
Gem Razors & Blades ... 237,950
American Sheep Prod.
Council $69,850
Lamb Products 69,850
American Snuff Co $156,560
Bull of the Wood
ChewTob 55.700
Dental Snuff 10,400
Garrett's Snuff 43,580
Sweet Peach Snuff 46,880
American Soul Clinic $34,080
Religion 34,080
American Sta-Dri Co. $28,060
Sta-Dri Paint 28,060
American Stores Co. $409,240
Food Stores 409.240
American Sugar
Refining $313,560
Domino Sugar 253,890
Franklin Sugar 22,280
Sunny Cane Sugar 37,390
American Tel. & Tel.* $3,803,990
American Tobacco Co. $1,206,280
Herbert Tareyton
Cigarettes 28,800
Hit Parade Cigarettes . 668,340
Lucky Strike
Cigarettes 118,570
Pall Mall Cigarettes ... 390,570
American Toy Co. $65,770
Toys ... 65,770
Anchor San. & Amer.
Heating $113,930
Heating Supplies 113,930
Anderson. Clayton & Co. $371,720
Flair Shortening 16,180
Foods 20.660
Meadolake Margarine .... 11,050
Mrs. Tucker's
Margarine 47,170
Mrs. Tucker's
Shortening 276,660
Anderson Prichard Oil Co. $25,300
Gas & Oil 25,300
Anheuser-Busch, Inc. $1,534,680
Bud Waffle Syrup 8.140
Budweiser Ale ... 7,990
Budweiser Beer . 1,154,210
Busch Bavarian Beer.. 364,340
Antell, Charles, Inc. $2,774,170
Charles Antell
Cosmetics 1,686,160
Charles Antell Spray
Net 31,410
Chignon 120
Custom Mop 110
Formula #9 Hair
Cream 112.190
■ Formula *9 Shampoo . 221,330
Hair Curlers 470
Reddi Kit 140
Sando Reducing Aid ... 35.90C
Slim Magic 194,130
Star Nail 8,930
SuDer Lanolin Liquid
Makeup 483,280
Appalachian Electric
Power Co. $56,190
Electrical Appliances 56,190
Arbogast & Bastian, Inc. $25,460
Meats 25,460
Arena, V.. & Sons, Inc. $21,280
Conte Luna Spaghetti 21,280
Arizona Brewing Co. $87,240
A-l Pilsener Beer 87,240
Armour & Co. $877,400
Armour Flash Frozen
Meats 56,130
Cloverbloom
Margarine 204,350
Dairy Products 347,010
Dash Dog Food 16,480
Dial Shampoo 20,770
Dial Soap 21,970
Gee Detergent 4,710
Liquid Chiffon 5,360
Meats 186,960
Poultry 690
Vegtol 30.970
Armstrong Rubber Co. $504,100
Armstrong Tires 504.100
Arnold Bakeries, Inc $252,180
Arnold Bread 207,890
Bakery Products 6,500
Cookies 37,790
Arnold, Schwinn & Co. $31,870
Schwinn 31,870
Arrowhead-Puritas
Waters $52,360
Puritas Bottled Water 52,360
Ashland Oil & Refining Co. $49,020
Ashland Gas & Oil 49,020
Associated Food Stores $62,490
Associated Hospital
Service $473,010
Blue Cross
Hospitalization 399,440
Blue Shield 73,570
Associated Products,
Inc $1,223,040
Rival Dog Food 509,160
5 Day Deodorant Pads 713,880
Associates Finance Co. $58,520
Loans 58,520
Atchison-Topeka-
SantaFe $133,650
Rail Travel 133,650
Atlanta Baking Co $61,150
Baked Goods 61,150
Atlanta Dairies Co-Op $22,300
Dairy Products 22,300
Atlanta Gas Light Co. $49,400
Atlantic Refining Co. $320,580
Atlantic Gas & Oil 320,580
Atlas Brewing Co. $34,460
Atlas Prager Beer 34,460
Avon Products, Inc. $1,307,680
Avon Cosmetics . . . 1,307,680
Avoset Co. $478,280
Avoset Dairy Cream 8,180
Qwip Whipped Cream .... 470,100
Awrey's Bakery $36,050
Baked Goods 36,050
B
B. C. Remedy Co. $514,490
B. C. Remedies 514,490
B. T. Babbitt Co., Inc. S688.120
AM-0 Instant Powd.
Ammonia 8.870
BAB-0 Cleanser 390.060
Cameo Cleanser 12,730
Glim Detergent 276,460
B. V. D. Co., Inc. $52,730
B.V.D. Underwear 52,730
Baird's, Mrs., Bakery $378,990
Baird Bread 378,990
Balentine Packing Co. $45,040
Meat Products 45,040
Ballantine, P., & Sons $1,852,280
Ballantine Ale 1,253,390
Ballantine Beer 598,890
Bama Co $21,680
Jams & Jellies 18,150
Peanut Butter 3,530
Bank of America $462,120
Banquet Canning Co. $38,280
Caper Dog Food 33.250
Frozen Foods 5,030
Barbasol Co $84,900
Barbasol Shave Cream .... 84,900
Barcolene Co. $94,110
Barcolene All-Purpose
Cleaner 94,110
Bardahl Oil Co. $347,1 1 0
Oil Additive 347,110
Bartolomeo Pio, Inc. $37,470
Pio Wines 37.470
Basco Co $20,740
Basco 20,740
Bauer & Black S23.430
Curads 19,130
Curity Surgical
Dressings 4.300
Bavarian Brewing Co. $276,840
Bavarian Beer 276,840
Bayuk Cigars Co $77,290
Bayuk Cigars 17,200
Phillies Cigars 57,490
Webster Cigars 2,600
Beacon Co. $127,640
Beacon Floor Wax 127.640
Beatrice Foods Co $356,870
LaChoy Chinese Foods .... 41,490
Magic Freeze 130
Make-A-Shake Milk
Shakes- 34,500
Meadow Gold Dairy
Products 271,910
Meadow GolaMce Cream 4,510
Vegemato Juice 4,330
Beaver's Packing Co. $31,200
Canned Meats 31,200
Beech-Nut Life Savers,
Inc. $1,219,560
Beech-Nut Baby
Foods 160,970
Beech-Nut Gums 1,058,590
Bekin's Van & Storage
Co. $113,390
Moving & Storage 113,390
Bell Bakeries, Inc. $66,880
Bell Bread 1,740
Dandee Bread 65,140
Bell Brands Food, Ltd. $48,350
Potato Chips 15,250
Various Foods 33,100
Belle Meade Biscuit Co. $31,240
Crackers & Cookies 31,240
Beneficial Management $54,353
Loans 54,350
Bennett's Eastside Paint $29,060
Paint 29,060
Benrus Watch Co. $1,291,140
Benrus Watches 1,291,140
Benton, Bill. Clothes $186,070
Best Foods, Inc. $914,559
Farina Cake Flour . . 23.380
French Dressing 8,830
Gold Plate Foods 17,090
Hellmann's Mayonnaise . 268,590
H-0 Oats 143,510
Nucoa Margarine 218,950
Presto Cake Flour 83,720
' Rit 1,300
Skippy Peanut Butter .... 149,180
Best Markets S30.490
Food Stores 30,490
Bethlehem Steel Co. $181,510
Steel Products 181,510
Better Living
Enterprises. $1,312,440
Appliances 603,270
Storm Windows 43,940
Super Jet Spray Gun 12,770
Toys 7,600
T. W. 0. Dietary Aid . . 8,660
Various Household
Products 636,200
Big Bear Markets $25,980
Food Stores 25,980
Biggie Furniture Co. $34,550
Bishop, Hazel, Inc. $135,820
Cosmetics 135,820
Bison Cheese Co. $21,e80
Cheese 21,880
Bissell Carpet Sweeper
Co. $147,210
Bissell Carpet Sweeper. 147,210
Blatz Brewing Co. S330.710
Blatz Beer 259.740
Tempo Beer 68.700
Triangle Beer 2.270
Block Drug Co $1,937,800
Ammident : 450.070
Greenmint Mouthwash 41.960
Laxiu'm 35.290
Nytol 738,900
Omega Oil 5,640
Polident 421,310
Poli-Grip 167,230
Sentrol 11,740
Stera-Kleen Denture
Clnsr 66.560
Blue Plate Foods. Inc. $566,340
Blue Plate Coffee Reg. .. 18.300
Jams & Jellies 117,520
Margarine _ 8.170
Mayonnaise 90,130
Broadcasting • Telecasting
1CONTINUED THROUGH PAGE 185
April 8, 1957 • Page 163
1956 TV SPOT SPENDING BY BRAND
Blumenthal Bros. — Colorado Milling
Peanut Butter 17,750
Salad Dressing 24,780
Various Food Products .. 289,690
Blumenthal Bros. Choc.
Co $97,230
Candy 97,230
Bohemian Brewing Co. $37,930
Bohemian Beer . . 37,930
Boise-Payette Lumber Co. $23,870
Building Supplies . 23,870
Bon-Ami Co $288,820
Bon Ami I.. . 288,820
Bond Clothing Stores,
Inc
DuMaurier 421,680
Kool ... . 3,743,420
Raleigh 1,733,680
Tube Rose Snuff 16,550
Viceroy 5,373,290
Brownell & Field Co. $49,850
Autocrat Coffee
Inst./Reg 2,100
Autocrat Coffee Reg. 28,050
Autocrat Coffee Syrup 17,330
Autocrat Fine Foods ... 2,370
Bruce, E. L, Co. $92,810
Floor Cleaner 31,360
Cal-Spray 8,300
California Wine Adv.
Board $50,110
Wine .. 50,110
California Wine Assn. $92,450
Eleven Cellars Wine 69,940
Wines 22,510
Calo Dog Foods, Inc. $42,400
Calo Cat Food 6,300
Calo Dog Food
Caloric Stove Corp.
Caloric Gas Ranges
Floor Wax
$333,250
Bonne Bell, Inc. $66,740
Cosmetics . 66,740
Bonnie Dog Food Co. $21,120
Booth Bottling Co., Inc. $24,130
Booth's Beverages . ... 24,130
Borden Co. $1,483,590
Bake-N-Eat Biscuits 7,280
Borden's Inst. Coffee 719,740
Dairy Products . 597,310
Elmer's Glue-All .... 1,100
Ice Cream 151,830
Salad Dressing 910
Starlac 5,330
Bostwick Laboratories $71,530
Hep Insecticide 5,460
Hep Oven Cleaner . 66,070
Bowman Biscuit Co. $169,890
Supreme Cracker &
Cookies
Boyer International Labs. $33,010
H-A Hair Arranger 33,010
Inc.
Buitoni Products,
Buitoni Sauces ..
Macaroni & Spaghetti
Bulova Watch Co
Bunker Hill Food Co.
Bunker Hill Canned
Beef
Bunker Hill Canned
Meats
Food Products
61,450 Campbell-Sell Baking Co.
Hollywood Bread
Sunbeam Baked Goods
$622,460
156,810
465,650
$4,298,650
$22,040
Campbell, Harry T.
Sakrete Dry Mix
Cement
36,100
$24,560
24,560
$48,370
7,040
41,330
Sons $107,380
107,380
$1,196,340
520
4,110
17,410
Burger Brewing Co. $179,010
Burger Ale 60,530
Burger Beer 118,480
Brading Breweries
Beer
Ltd.
Bradley Toy Co. $27,140
Toys 27,140
Branscombe, J. B., Co.
Hair Trimmer
Rolliton Paint Roller
Speedy Ross Exerciser
Burgermeister Brewing
Corp.
Burgermeister Beer
Buring, Nat, Packing Co.
King Cotton Products
Burma-Vita Co
169,890 Burma-Shave ..
Burrus Mills, Inc.
Lightcrust Cake Mix ,
Lightcrust Flour
Lightcrust Shortening
Burry Biscuit Corp.
Burry's Cookies &
Crackers
12 Treat Ice Cream
Cookies
Campbell Soup Co.
Campbells Canned
Soups 588,660
Campbells Frozen
Fruit Juices 390
Campbell Frozen
Soups 554,800
Campbells Pork &
Beans 50,430
Franco-American
Spaghetti . 390
$663,080 Swanson Frozen Foods 1,670
663,080 Cana(Ja Dry Co /Bott|ers $360,430
$25,780 Canada Dry Ginger Ale 232,990
25,780 Canada Dry Soft Drinks 123,350
Canada Dry Sparkling
Water
$66,740
66,740
$60,120
60,120
$80,760 CaDnad'an Bring C°-
Bradings Ale
Bradmgs Beer
Dow Beer .
0 Keefes Ale
$98,63° Canadian Food Products
Foods
300
67,940
12,520
95,190
4,090
$161,330
44,060
1,450
. 27,120
. 88,700
$26,160
. 26,160
$53,880
70
Braun Baking Co.
Roman Meal Bread
42,040
11,770
$114,400
114,400
Breck, John H., Inc. $30,440
Breck Hair & Scalp Prep 620
Burton Dixie Corp./Dlrs.
Slumber-on-Mattresses
Bu-Tay Products, Inc.
Diapersweet
George Detergent 11,870
Rain Drops Water
Conditioner
Canadian National Railway $73,610
3,440 Rail Travel .. 73,610
$45,910 Canfield Oil Co. $23,310
45,910 Canfield Gas & Oil 23,310
$32,640 Cantrell & Cochrane
1,760
19,510
Corp. $241,520
Batter-Up Pancake Mix 48,480
Super Coola Soft
Drinks 193,040
Breck Shampoo 26,520
Hair Mist .. 3,300
Breyer Ice Cream Co. $315,490
Ice Cream 315,490
Bridgeport Brass Co. $25,920
Aer-A-Sol Insecticides 25,920
Brillo Mfg. Co. $106,300
Brillo Cleanser 22,750
Brillo Soap Pads 83,550
Bristol-Myers Co. $864,040
Ammen's Antiseptic
Powder 36,990
Ban Deodorant 108,680
Bufferm 501,510
Ipana Dentifrices 31,130
Mum Deodorants 9,510
Sal Hepatica 4,380
Sentry Dentrifice 107,450
Theraban 17,720
Vitalis Hair Creme 15,520
Vitalis Hair Tonic .. . 31,150
Brock Hall Dairy Co. $33,590
Dairy Products 33,590
Brondow, Inc. $20,240
Breath-O-Pine
Disinfectant 20,240
Brown & Haley $166,870
Candy Bars 166,870
Brown Shoe Co. $383,050
Buster Brown Shoes . 265,560
Robin Hood Shoes .. 117,490
Brown & Williamson
Tobacco Co. $11,288,620
Buten, M., & Sons
Buten Paints
Butterfield Canning Co.
Butterf le Id Potatoes
$32,740 Carbona Products Co. $34,250
32,740 Carbona Rug Cleaner . .. 2,390
Carbona Shoe Polish 31,860
$23,930
23,930
Bymart-Tintair,
Tintair
Inc.
Carey Salt Co. $50,800
Salt 50,800
$43,840
43,840 Cardinal Distr. $27,940
Mobilgas .. 27,940
$55,230
55,230
$37,570
37,570
CVA Corp.
Cresta Blanca Wine
Roma Wine
Cabell's Dairies
Dairy Products
Cadillac Deluxe Wine Co
Cadillac Wine
Cain, John E., Co
Mayonnaise 35,480
Cain's Coffee Co. $124,950
Cain's Coffee Inst. . 31,370
Cain's Coffee Inst./Reg. 12,960
Cain's Coffee Reg. . 77,300
Cain's Tea Reg 3,320
Cal Fame Co. $63,730
Foods • 1,620
Mambo Punch 1,080
Orange Juice 61,030
California Federal Sav. $46,640
Banking 46,640
California Spray Chemical $38,060
Agricultural & Garden
Pest 24,080
Ortho Garden Sprays . 5,680
Cargill, Inc.
Nutrena Dog Food
Nutrena Feeds .
$158,190
155,680
2.510
$328,180
~„5 Carling Brewing Co.,
Inc. $1,348,860
Carl ing's Black Label
Beer 905,410
Carling's Red Cap Ale . 279,440
Stag Beer 164,010
$35,480 Carnation Co
Alber's Cereals .
Alber's Cornflakes
Alber's Flapjack Mix
Alber's Oats
Carnation Corn
Flakes
Carnation Malted
Milk
$1,154,340
24,000
56,440
29,750
16,490
6,420
3,510
Dairy Products 121,510
Damascus Milk 6,300
Evaporated Milk 129,190
Friskies Dog Food 671,080
Gold Cross Milk 16.430
Ice Cream 12,870
Instant Chocolate
Milk 26,090
Instant Milk 25,330
Topic Canned Milk .... "8,930
Carolina Power &
Light Co $37,360
Public Utilities 37,360
Carolina Sales Corp $26,610
ABC Appliances 3,000
Duo Therm 180
Duo Trim 1.380
Kelvinator Appliances .. 18,210
Sylvania Appliances 3,300
U. S. Airco 540
Carrier Corp $63,980
Carrier Air Conditioners 63,140
Refrigeration Equipment 840
Carter Products, Inc. $4,535,210
Arrid Deodorant .-. 1,470,260
Carter's Little
Liverpills 1,202,670
Colonaids 310
Nair 1,074.830
Rise Shaving Cream ... 787,140
Carvel Co $56,830
Ice Cream 56.830
Casco Products Corp. $29,830
Casco Iron 19,700
Heating Pads 10,130
Castro Convertible Co. $300,400
Sofa Beds 300,400
Catalina Steamship Lines $22,640
Boat Travel 22,640
Celanese Corp. of America $63,920
Arnel 63,920
Central Power & Light Co. $25,390
Public Utilities ... 25,390
Challenge Cream & Butter $29,540
Dairy Products 29,540
Chapman, Gordon Co. $31,080
Grenadier Mattresses 31,080
Charbonneau Packing Co. $65,450
Tree Top Apple Juice 65,450
Charmin Paper Mills $208,960
Napkins 92,850
Tissues 86,300
Towels 29,810
Chattanooga Medicine
Co. $199,820
Black Draught 142.060
Soltice Balm Rub 52,990
Velvo Cough Syrup ... 4,770
Chemical Corp. of America $60,380
Freewax . 60,380
Cheesebrough-Ponds,
Inc $1,425,440
Angel Clean 45,880
Lip Ice 2,510
Ponds Cosmetics 12,860
Ponds Face Cream 2,490
Ponds Hand Cream 45,320
Val Cream 35,580
Vaseline Hair Tonic 1,234,960
Vaseline Products 45,840
Chesty Foods, Inc $188,830
Potato Chips 188,830
Chicago Beverage Co. $28,250
Old Colony Soft Drinks 28,250
Chock Full-0 Nuts $308,350
Coffee Regular 308,350
Christian Science Comm. $37,450
Religion 37,450
Chrysler Corp. $1,914,160
Airtemp Heating ... . 3,040
All Chrysler Corp.,
Cars 28,570
Chrysler Cars 331,950
DeSoto Cars 5,810
Dodge Cars 511,240
Plymouth Cars 1,033,550
Chunky Chocolate Corp. $195,850
Chunkies Candy 195,850
Church & Dwight Co., Inc. $51,140
Arm & Hammer Sal Soda 51,140
Circus Foods, Inc. $39,390
Peanuts 39.390
Cities Service Co. $271,830
Cities Service Gas
& Oil 271,830
Citizens Mutual
Insurance Corp. $42,620
Insurance 42,620
Clairol, Inc $128,010
Miss. Clairol 128,010
Clark, D. L. Co $147,290
Clark Candy Bars 147,290
Climalene Co $29,550
Spin 29,550
Clinton Merchandising
Corp $383,410
Clothing 383,410
Cliquot Club Co./Bottlers $43,470
Ginger Ale 34,350
Soft Drinks 8,640
Sparkling Water 480
Clorox Chemical Co. $675,660
Ciorox 675,660
Clougherty Packing Co. $55,980
Farmer John Meats 55,980
Coast Federal Sav &
Loan Assoc $148,110
Coats & Clark's Sales
Corp $114,970
Crown Zippers 114,580
Thread 390
Coble Dairies $43,470
Dairy Products 43,470
Coca-Cola Co./Bottlers $3,697,460
Buck Beverage 7,660
Coca-Cola 3,683,910
Delish Bottled
Drinks 5,720
•76 170
Coffee Time Products
of America $49,600
Coffee Time Beverages . 24,800
Coffee Time Syrup 24,800.
Colgate-Palmolive Co. $7,314,700
Ad Detergent 167,320
Ajax Cleanser 144,420
Brisk Dentifrice 1,447,160
Cashmere Bouquet
Soap 22,730
Colgate Bar Soap 193,230
Colgate Dental
Cream 2,539,320
Colgate Lustre Net .... 8.240
Colgate Shave Cream 442,500
Deodorant Beauty
Soap 253,800
Fab Detergent 65,880
Florient Deodorizer .... 7,630
Glance Shampoo 5,200
Halo Shampoo 280,910
Kan-Kil 1,880
Lustre-Creme
Shampoo 23,430
Merry Detergent 46,640
Palmolive Shave
Cream 498,240
Palmolive Shave
Lotion 2.660
Palmolive Soap 7,560
Rapid Shave Cream ... 343,080
Vel Beauty Bar 131,120
Vel Detergent 598,660
Veto Deodorant 83,090
College Inn Food Products $32,090
Soups 15,720
Tomato Juice 16,370
Collins Baking Co $56,710
Colonial Bread 56,710
Colonial Baking Co. $253,830
Bread 253,830
Colonial Stores, Inc $274,620
Food Stores 274,620
Colorado Milling &
Elevator Co $49,330
Diamond M Flour 4,030
Full Cream Flour 1,730
Hungarian Flour 36,310
Major C Flour 1,410
Pikes Peak Flour 310
Page 164 • April 8, 1957
Broadcasting • Telecasting
They may laugh
when you sit down
at the tuba, hut...
Nielsen proves you're right
about WKZO-TV
in KALAMAZOO-
GRAND RAPIDS
"WKZO-TY delivers more viewers nighttime DAILY than the second station delivers
MONTHLY, dav or night!
Ask Avery-Knodel for ALL the comparisons!
NIELSEN NCS No. 2, NOVEMBER, 1956
DAYTIME
NIGHTTIME
Station
No. of
TV Homes
in Area
Monthly
Homes
Reached
Weekly
NCS
Circ.
Daily
NCS
Circ.
Weekly
NCS
Circ.
Daily
NCS
Circ.
WKZO-TV
633,120
489,1 70
421,820
292,720
464,530
378,080
Station B
51 2,980
372,000
310,720
203,170
348,140
278,660
WKZO-TV —GRAND RAP1DS-KALAMAZOO
WKZO RADIO — KALAmaZOO-BaTTLE CREEK
WJEF RADIO — GRAND RAPIDS
VVJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
Associated with
v/wBD RADIO — PEORIA. ILLINOIS
WA70-
100,000 WATTS • CHANNEL 3 • 1000' TOWER
Kalamazoo-Grand Rapids and Greater Western Michigan
Avery-Knodel. Inc.. Exclusive National Representative*
Broadcasting • Telecasting
April S, 1957 • Page 165
J
1956 TV SPOT SPENDING BY BRAND
Columbia Baking — Fehr Brewing
Ranch-Way Feeds 5,540
Columbia Baking Co. $105,050
Champ Bread 1,620
Hollywood Bread 31,220
Southern Bread 59,590
Southern Cake 12,620
Columbia Broadcasting
System $528,580
CBS Columbia TV Sets . 24,870
Columbia Records 422,490
Record Players 81,220
Columbia Pictures Corp. $87,160
Movie Publicity 87,160
Commercial Solvents
Corp $241,890
Norway Anti-Freeze 58,270
Peak Anti-Freeze 183,620
Commonwealth Edison
Co. $150,600
Utilities 150,600
Conn. Milk Producers
Assn $76,350
Dairy Products 76,350
Conn. Refining Co. $22,880
Benzoline 22,880
Consolidated Cigar Co. . $21,610
Dutch Master Cigars .... 21,610
Consumers Co-Op Assn. $32,130
Farmers Co-Op 32,130
Continental Baking Co. $5,732,480
Certified Bread 14,520
County Fair Bread .. . 33,480
Daffodil Farm Bread .... 56,280
Fruit Cake 1,330
Hall Pride Cake 2,970
Hostess Cakes 719,400
Morton Frozen Foods 1,160,270
Profile Bread 975,460
Staff Bread 292,400
Twinkies ' -75,600
Wonder Bread 2,366,080
Wonder Brown &
Serve Rolls 3,770
Wonder Buns „ 25,050
Wonder Rolls 5,870
Continental Oil Co $507, 9D0
Conoco Gas & Oil 507^900
Continental Trailways $101,900
Bus Travel 101,900
Cook Paint & Varnish Co. $92,640
Paint & Varnish 92,640
Coors, Adolph, Brewing
Corp $33,890
Coors Beer 33,890
Copeland Sausage Co. . $37,190
Sausages & Meats 37,190
Corn Products
Refining Co $2,849,350
Bosco Chocolate
Syrup 1,842,280
Karo Frosting 30,280
Karo Table Syrup 23,590
Kasco Dog Food 308^520
Mazola Oil 91,910
Niagara Starch 145|630
Instant Cake Frosting 8 8?0
Nu-Soft Fabric
Softener 372,070
Saybon 22,090
Zuma Salad Dressing . 4,160
Corning Glass Works $36,080
Pyrex Dinnerware 5,710
Pyrex Ovenwear 30^370
Cosden Petroleum Co. $44,740
Cosden Gas & Oil 44740
Cott Beverages,
Inc./Bottlers $118,820
Soft Drinks 118,820
Coty, Inc $458,560
Cosmetics 412,940
Coty 24 Lipstick . 14,840
Perfume 30,780
Cracker Jack Co. $20,800
Campfire Marshmallows 8*010
Cracker Jack . 12,7.90
Cream of Wheat Corp. $707,840
Cream of Wheat 707,390
Zing 450
Creomulsion Co $38,290
Creomulsion 34,300
Creozets 3,990
Cribben & Sexton Co. $26,550
Universal Gas Ranges .... 26,550
Crocker Anglo National
Bank $106,490
Cromwell Oil Co $48,900
Oil 48,900
Crowell-Collier Publ. Co. $24,050
Collier's Magazine 22,050
Woman's Home
Companion 2,000
Crown Rest Bedding Co. $44,160
Air King Mattress 44,160
Crown-Zellerbach Corp. $111,080
Chiffon Toilet Tissue .... 65,220
Paper. Products 40,490
Zee Paper Napkins 2,380
Zee Tissue 2,990
Cudahy Brothers Co $45,550
Meats 45,550
Culligan Soft Water Ser. $48,050
Water Softener 48,050
Robert Curley Co $67,980
Hair Oil 6,860
Hair Styling Kit 57,480
Spencer Foot Care 3,640
Helene Curtis Industries $247,440
Cosmetics 36,630
Enden Shampoo 121,310
42 Hair Cream 760
42 Hair Oil 620
42 Shampoo 1,000
King's Men After-
Shave Lotion 250
King's Men Deodorant . 1,150
King's Men Hair
Dressing 630
King's Men Toiletries 29,610
Sho Curl 380
Spray Net 55,100
Curtis Publishing Co. $43,430
Holiday Magazine 260
Ladies' Home Journal .. . 30,560
Saturday Evening Post 12,610
Curtiss Candy Co. $54,000
Baby Ruth Candy 6,600
Candy 47,400
D
D-W-G Cigar Corp. $20,640
R. G. Dun Cigars 20,640
D-X Sunray Oil Co. $327,050
D-X Gas & Oil 327,050
Dairy Queen Co. $36,250
Dairy Products 9,710
Ice Cream 26,540
Dairymen's League Co-Op $112,720
Dairylea Dairy
Products 83,780
Dairylea Ice Cream 28,940
Dan River Mills, Inc. $63,070
Cotton Fabrics 63,070
Dandee Pretzel & *
Potato Chip $32,1.90
Potato Chips 29,530
Pretzels 2,660
Dandricide Co $40,140
Dandricide 40,140
Dannon Milk Products $39,250
Dannon Yogurt 39,250
Davis, R. B., Co $35,580
Cocomalt 30,880
Swel Frosting 4,700
Daws Drug Co. $70,870
Drug Stores 70,870
Dawson Brewing Co. $65,120
Dawson's Ale 25,660
Dawson's Lager Beer 39,460
D-Con Co $143,960
M-O-Lene Rug & Drape
Cleaner 122,350
Moth Proof 300
Rat Poison 21,310
Dean Milk Co $73,580
Dairy Products 73,580
Deep Rock Oil Corp $107,230
Deep Rock Gas & Oil 107,230
Deering, Milliken & Co. $131,070
Agilon Hosiery 29,010
Fabrics 47,670
Hosiery 17,000
Milium 37,390
De Kalb Agricultural
Assn $23,210
Hybrid Corn 23,210
Delchamps, Inc $34,740
Food Stores 34,740
Delta Air Lines, Inc. $186,940
Democratic Party $453,260
Denalan Co $30,060
Dental Plate Cleanser . .. 30,060
Denise Hosiery Co $35,440
Des Moines Register
Tribune $55,260
Newspaper 55,260
Detroit Auto Inter-Ins.
Exchange $63,410
Auto Club 20,260
Auto Insurance 43,150
Diamond Crvstal Salt Co. $30,770
Diamond Crystal Salt 30,770
Diamond Spring Brewery $22,470
Holihan Beer & Ale 22,470
Dierk's Forests $22,390
Fence Posts 22,390
Dixie Brewing Co $34,170
Dixie 45 Beer 34,170
Dobler Brewing Co., Inc. $36,880
Dobler Ale 30,100
Dobler Beer 6,780
Doeskin Products, Inc. $95,050
Doeskin Facial Tissues 95,050
Donaldson Baking Co. $27,360
Bakery Products 27,360
Donnelly Reuben H., Co. $190,920
Yellow Pages 190,920
Dormin, Inc $762,720
Pellex 313,190
Dormin Sleeping
Capsules 449,530
Double Cola Co $43,700
Double Cola 43,700
Douglas Aircraft Co., Inc. $37,140
Institutional 37,140
Dow Chemical Co $115,090
Saran Wrap 115,090
Drackett Co $493,910
Dazy Air Freshener 34,480
Drano Cleanser 239,720
Windex Cleanser 219,710
Drake's Refineries $20,280
Gas & Oil 20,280
Drew, E. F., Co., Inc $376,180
Tn-Nut Margarine 376,180
Drewry's Ltd $606,970
Atlas Prager Beer 2,250
Drewry's Ale 16,680
Drewry's Beer 521,680
Edelweiss Beer 66,360
Dri-Zit Corp $53,950
Dri-Zit Deodorizer 53,950
Drug Research Corp. $209,910
Sustamin 2-12 209,910
Dubois Brewing Co $43,330
Beer 48,330
Duffy Mott Co $572,150
Apple Products 570,110
Suns.weet Prune Juice. .. 2,040
Dulany, John H., & Son $21,340
Frozen Foods 21,340
Dulaney's $52,690
RCA Appliances 17,610
RCA Radios 16,710
RCA TV Sets 18,370
Duncan Coffee Co $700,210
Admiration Coffee Inst. 9,790
Admiration Coffee Reg. . 39,600
Admiration Coffee
Inst.- Reg 173,260
Maryland Club Coffee
Inst 52,200
Maryland Club Coffee
Inst. Reg 304,020
Maryland Club Coffee
Reg 121,340
Dunfee Brokerage $31,160
Blink Bleach 2,340
D-Con Rat Poison 18,730
Luck's Beans 8,700
Real-Kill 1,390
Du Pont, E. I.,
De Nemours $942,180
Duco Paints 108,070
DuPont Car Wax 289,830
DuPont Nylon Sheets .... 4,260
DuPont Safety Wax 11,670
Institutional 222,270
Motor Oil Additive 660
Nylon Products 3,120
Remington Guns
& Ammunition 35,940
Rosebush Insecticide 44,830
Zerex & Zerone
Anti-Freeze 221,530
Duquesne Brewing Co. $512,800
Duquesne Ale 27,300
Duquesne Beer 485,500
Durkee Famous Foods, Inc. $20,030
Durkee Margarine 13,230
Durkee Oil 4,090
Durkee Salad Dressing 1,100
Durkee Various Foods ... 1,610
Dusorb Sales Corp $20,850
Dusorb Cleaner 20,850
E
E & B Brewing Co $96,410
Ale 83.460
Beer 12,950
Eagle Bedding Co. $27,290
Mattresses 27,290
East Ohio Gas Co $142,360
Appliances 136,690
Tri-Mor Furniture 5,670
Eastco, Inc $195,900
Clearasil Complexion
Cream 67,670-
Espotabs 121,810
Scratch-Ex Dog Powder . 6,420
Eastern Air Lines, Inc. $219,000
Air Travel 219,000
Eastern Guild $319,620
Various Household
Products 319,620
Eastman Kodak Co. $229,740
Cameras 160,590
Films 69,150
Easy Add Co $25,980
Addiator Adding Machine 25,980
Eavey Groceries $292,980
Food Stores 292,980
Economics Laboratory,
Inc $93,380
Soil-Off 93,380
Edelstein Foods $21,670
Tuxedo Cheese 21,670
Ehlers, Albert, Inc
$82,580
Ehlers Coffee Inst.
52,900
Fhlprc Pnffpp
Inst. /Reg
1,620
Ehlers Coffee Reg.
28,060
Florlnr fintn 1 ito f*A
CIcLlML HUIU -Lllc L-O.
tfii Tin
Batteries
60 570
Spark Plugs
780
Electric Power Board
$20,800
Electrical Appliances ..
... 20,800
Emerson Drug Co
$562,660
Rrnmn ^plt7pr
DIUIIIU Ocllicl
Rl 1 PAD
Fizzies
51,020
Fmprcnn Flprtrir Mfcr Pn
LllJCIiUII LICLUIL ITIIg. L- 1
. $H 1 ,UDU
Fans
41 060
Emerson Radio & Phono.
$52,370
Emerson Radios
... £D,/oU
Emerson TV Sets
25 640
LllgldMUCI UU. Ucdlcli
*1 1 7 01 n
Mattresses
117 210
Erie Brewing Co
$35,440
Beer
3.900
Koehler's Beer .. .
31,540
Escalante, Jose, & Co.
$24,020
Corina Lark Cigars ...
... 24,020
Esslinger's, Inc
$101,420
Beer
im 4?n
Esso Standard Oil Co. $2,192,040
Esso Gas & Oil ... .
2,190,780
Flit
1,260
Evans Co.
$26,560
Evans Farm Sausage
26,560
Evergreen Mills, Inc.
$46,790
Evergreen Feeds
46,790
Eversharp, Inc. ..
$41,310
Eversharp Pencils
4,680
Eversharp Pens
36,630
Ex-Lax, Inc
$107,760
Ex-Lax
. 107,760
Express Publishing Co. ...
$27,820
San Antonio News
27,820
Exquisite Form Brassiere
$69,330
Brassieres .
69,330
F
Fairmont Foods Co
$139,740
Dairy Products
78,570
Frozen Foods
1,430
Ice Cream
31,590
Orange Juice
760
Various Food Products
. 27,390
Faith For Today, Inc
$102,190
Religion
102,190
Falls City Brewing Co.
$98,720
Rppr
98.720
Falstaff Brewing Corp. $1,224,430
Falstaff Beer
1,224,430
Fant Milling Co
$22,890
Gladiola Flour
17,640
Sun-Glo Feeds
5,250
Fanny Farmer Candy
Shops
$148,040
Farmers Auto of Pekin
$21,840
Insurance
21,840
Father John's Medicine
Co
$40,400
Father John's Medicine
... 40,400
Faygo Beverage Co.
$38,490
Ginger Ale
. 38,490
Fedway Dept. Stores
$29,780
Fehr Baking Co.
$69,360
Fair-Maid Bread
63,310
Fair-Maid Cake
6,050
Fehr, Frank P., Brewing
Co
$42,690
Fehr Liquid Gold Beer ,
9,870
Fehr X. L. Beer
... 32.820
Page 166 • April 8, 1957
Broadcasting • Telecasting
Sam
Taber
— or why you don't
pay more for gasoline
The oil companies have come up with
a lot of advances to meet competition
and keep customers.
"Nothing, it seems to me, illustrates
this better than the efficiency of the
transportation system they've de-
veloped.
"If you were to mail a gallon of gaso-
line from Los Angeles to Seattle, for
example, you'd pay 82c postage.
"For 59c less, Union Oil finds the oil
in the ground, sinks a well and pumps
it out, pipes it to a refinery, converts the
crude oil into finished gasoline, pipes
the gasoline from the refinery to the ter-
minal, moves the gasoline by ship from
one port to the other, where a truck
picks it up and delivers it to your neigh-
borhood service station.
'We then put it in your car, wash your
WE TRANSPORT CRUDE OIL 665 MILES FOR ABOUT lC A GALLON
windshield, check your oil, tires, battery
and radiator, brush out your car and
carry your account for a month before
sending you a bill.
"All for 23.1c, if you deduct the 9V2C
Washington tax on a gallon of gasoline
which we collect to build roads.
"On the average, a barrel of Union Oil
crude moves 665 miles between the time
it leaves the ground and goes into your
car as gasoline. Our cost for this trip is
about lc a gallon.
"That's the world"s biggest transporta-
tion bargain. And one reason why gas-
oline doesn't cost more than it does."
% % sfc ^
Sam Taber, our Senior Pipeline En-
gineer, estimates the petroleum com-
panies move more than 4 billion barrels
of crude oil and finished product a year
by pipeline.
This unique method of moving goods
to market was perfected by the oil indus-
try. As was the tank car, the tank truck
and the tank ship.
It is the lowest cost transportation
system in the world, developed by an
intensely competitive industry to keep
its prices down.
YOUR COMMENTS ARE INVITED. Write:
The Chairman of the Board, Union Oil Co.,
Union Oil Bldg., Los Angeles 17, Calif.
Union Oil Company
OF CALIFORNIA
MANUFACTURERS OF ROYAL TRITON, THE AMAZING PURPLE MOTOR OIL
Broadcasting • Telecasting
April 8, 1957 • Page 167
J
1956 TV SPOT SPENDING BY BRAND
Fels & Co.— Goebel Brewing
Fels & Co $190,870
Fels Naptha Inst.
Granules 153,530
Fels Naptha Soap Chips 37,340
Felton, Sibley & Co., Inc. $55,060
Paint 55,060
Fenn Bros., Inc. $24,120
Butter Brickie Candy 24,120
Fidelity Storm Window Co. $23,260
Roofing & Siding 9,230
Storm Windows 14,030
Filbert, J. H. Inc $101,830
Mrs. Filbert's
Margarine 88,880
Mrs. Filbert's
Mayonnaise 12,080
Mrs. Filbert's
Salad Dressing 870
Fine Products Corp $28,980
Hollingsworth Candy 11,360
Nunnally's Candy 17,620
Fino Food Processing Co. $25,100
Coffee Blender 25,100
Firch Baking Co $39,080
Sunbeam Bread 28,170
V-10 Bread 10,910
Firestone Tire & Rubber $27,970
Firestone Fornax
Mattress 1,630
Firestone Tires 10,580
Velon 80
Firestone Stores 15,680
First Federal Sav.
. & Loan $29,920
Fisher Baking Co $56,860
Bakery Products 23,790
Famlee Bread 910
Fisher Bread 32,160
Fitzgerald Bros. Brew.
Co $100,120
Fitzgerald Ale 72,080
Fitzgerald Beer 28,040
Fleetwood Coffee Co. $75,020
Fleetwood Coffee-
Instant 7,070
Fleetwood Coffee
Inst./Reg 60,880
Fleetwood Coffee-
Regular 7,070
Flex Straw Co $45,720
Drinking Straws 45,720
Flexalum Co $21,490
Flexalum Awnings 1,210
Flexalum Venetian
Blinds 20,280
Florida Citrus
Commission $1,972,450
Citrus Products 1,972,450
Florida Fence Co. $22,800
Chain Link Fences 22,800
Folger, J. A., & Co $1,627,130
Folgers Coffee Inst. 304,790
Folgers Coffee
Inst./Reg 595,870
Folgers Coffee Reg. .. 726,470
Food Associates, Inc. $21,630
Rose Kist Popcorn 21,630
Food Fair Stores, Inc $173,880
Food Mfgrs., Inc $1,344,620
M & M Candies 1,094,280
Uncle Ben's Rice 250,340
Food Mart, Inc $38,200
Ford Motor Co $3,332,620
Ford Accessories 6,220
Ford Cars 2,981,590
Ford Tractors 26,940
Ford Trucks 113,980
Lincoln Cars 95,990
Mercury Cars 107,900
Foremost Dairies, Inc $510,510
Cheese Cake 390
Dairy Products 496.360
Evaporated Milk 2,730
Ice Cream 11,030
Forest Hill Dairy $20,020
Dairy Products 20,020
Foster-Grant Co., Inc $28,210
Sunglasses 28,210
Foster-Milburn Co $126,380
Doans Pills 126,380
Fradelis Frozen Food
Corp $37,380
Frozen Foods 37,380
Fragrance Foundation $41,550
Perfumes 41,550
Franks Beverage Co. $31,290
Soft Drinks 31,290
Fratell Branca & Co $20,640
Bitters 20,640
Freihofer Baking Co $109,470
Lite Diet Bread 1,300
White Diet Bread 108,170
Frenchette Co., Inc $198,640
Frenchette Salad
Dressing 198,640
Friend Bros., Inc $28,380
Baked Beans 28,380
Friendship Dairies $29,560
Dairy Products 29,560
Frito Co $424,190
Champion Foods 16,780
Geiser's Potato Chips $33,410
Potato Chips 29,510
Pretzels 3,900
General Aniline & Film $20,670
Ansco Films 20,670
General Appliance Co $47,890
Appliances 1,930
G.E. Appliances 4,320
Philco Appliances . 34,220
Whirlpool Appliances 7,420
General Baking Co. $526,510
Biscuits 5,850
Bond Bread 405,700
Grossinger's Rye Bread 114,960
General Cigar Co. $584,270
Robert Burns
Cigarrillos 7,180
Robert Burns Cigars ... . 348,620
Van Dyck Cigars 42,120
White Owl Cigars 186,350
General Electric Co $1,039,800
G.E. Appliances 733,750
G.E. Bulbs 1,500
G.E. Radios 9,410
G.E. Replacement
Tubes 960
G.E. TV Sets 10,500
G.E. Washing
Machine 99,620
Hotpoint Appliances ... 157,900
Hotpoint TV Sets 22,730
Telechron Clocks 2,520
Kool Aid
Kool Shake
Maple-Del Syrup
Maxwell House
Coffee Inst
Maxwell House Coffee
Inst./Reg
Maxwell House
Coffee Reg
Minute Potatoes
Minute Rice
Perkins Lemonade
Mix
Post Toasties
Post's Cereals
Post's Grape-
Nuts/Flakes
Post's Sugar Crisp ....
Post's Sugar Rice
Krinkles
Sanka Coffee Inst
Swansdown Cake
Flour
Swansdown Cake
Mix
Yuban Coffee
Inst./Reg
Yuban Coffee
Regular
General Ice Cream Corp.
Sealtest Ice Cream ...
General Ins. Co.
of America
Auto Insurance
168,600
44,920
9,960
4,318,140
312,110
831,650
4,370
6,820
17,610
129,090
421,820
70,570
82,690
12,890
25,900
151,700
416,780
19,990
45,680
$103,930
. 103,930
SPOT TV ALONG TOBACCO ROAD
THE unending quest to be America's smoking choice prompted top ciga-
rette makers to concentrate the major part of spot tv budgets on new brands
or old-line cigarettes now being marketed in new forms and packages.
TvB's 1956 spot tv figures show this brand concentration:
Cigarette Firm's
Manufacturer Spot Tv in '56
Brown & Williamson $11,288,620
Philip Morris & Co. 7,369,440
Liggett & Myers 4,400,900
P. Lorillard & Co. 2,148,610
American Tobacco Co. 1,206,280
Top Brand Amount Spent
In Spot Tv
Viceroys
Marlboros
L&M's
Old Golds
Hit Parades
For Top Brand
$5,373,290
3,404,200
3,294,310
1,958,800
668,340
Cheetos 77,430
Chili 2,160
Fritos 302,250
Tatos 25,570
Frontier Foods Corp $378,210
E-Z Pop Popcorn 2,490
Flav-R Straws 375,720
Frontier Oil Refining Co. $44,960
Gas & Oil 44,960
Frosty Morn Meat Co $59,020
Meat Products 59,020
Fuller, W. P., & Co $154,530
Fuller Paints 154,530
Furr's Food Stores $37,910
G. H. P. Cigar $435,780
El Producto Cigars 370,800
La Palina. Cigars 43,790
Lovera Cigars 21,190
Gallo Winery E. & J $1,130,820
Burganday Wine 2,430
Gallo Wine 1,091,980
Sherry Wine 1,350
Vino Paisano 35,060
Vacuum Cleaners
910 Insurance 51,480
General Electric Supply $306,090
G.E. Air Conditioner 5,150
G.E. Appliances 221,190
Hotpoint Appliances 79,750
General Foods Corp $9,415,940
Baker's Cocoa 1,520
Baker's Frozen
Coconut 2,300
Baker's Coconut 1,020
Baker's Inst.
Chocolate 44,350
Birdseye Frozen
Foods 1,230,660
Birdseye Frozen
Poultry 3,040
Bliss Coffee
Inst./Reg 21,580
Bliss Coffee Reg 430
Gaines Dog Food 31,600
Go Ironing Aid 2,600
Good Seasons
Salad Dress 22,040
Jello Gelatin
Dessert 615,400
Jack & Jill
Cat Food 3,250
Jello Puddings 344,860
General Mills, Inc $669,040
Answer Cake Mix 33,390
Betty Crocker
Cake Mix 5,910
Betty Crocker
Date Bar Mix 4,150
Betty Crocker
Pancake Mix 27,980
Betty Crocker
Waffle Mix 3,600
Bisquick 1,920
Cheerios 83,680
Drifted Snow Flour 38,480
Gold Medal Flour 57,580
Kix Cereal 11,330
Larro Feed 3,380
Purasnow Flour 10 900
Red Band Flour 96,590
Red Star Flour 18,280
Rex Flour - 730
Sperry Flour 12,130
Sperry Pancake Mix 76,450
Sperry Waffle Mix 19,920
Sperry Wheathearts 30,270
Sugar Jets 1,320
Surechamp Dog Food .... 57,280
Trix Cereal 12,810
Various Cereals 11,600
Wheaties 45,850
White Deer Flour 3,510
General Motors Corp. $3,487,860
AC Spark Plugs 124.510
AH G.M. Cars 29,630
Buick Cars 75,970
Cadillac Cars 580
Chevrolet Cars 953,220
Chevrolet Trucks 18,090
Delco Appliances 18,360
Delco Batteries 49,530
Frigidaire
Appliances 67,070
G.M. Trucks 1,140
Institutional 2^270
Oldsmobile Cars 1,516[611
Pontiac Cars 544,780
Saginaw Power
Steering 86,100
$57,550
. 6,070
General Petroleum Corp. $223,100
Mobilgas & Mobioil 201,470
Mobilheat Fuel Oil 21,630
General Shoe Corp $57,870
Flagg Shoes 57,870
General Tire Dealers $32,190
General Tires 32,190
General Tire &
Rubber Co $395,860
Employment 23,130
General Tires 363,960
Tire Service 8,770
Genesee Brewing Co $178,920
Genesee Ale 51,070
Genesee Beer 127,850
Georgia Power Co $40,350
Appliances 6,210
Electrical Products 34,140
Gerber Products Co $25,250
Baby Foods 25,250
Gibbons Brewery Co $64,960
Gibbons Beer 64,960
Gibson Art Co $22,930
Greeting Cards 22,930
Gill, James C. Co $114,250
Gill's Coffee Inst 4,230
Gill's Coffee
Inst./Reg 74,100
Gill's Coffee Reg 21,050
Gill's Tea Reg 1,040
Hotel Spec. Coffee
Inst./Reg 10,910
Hotel Special
Coffee Reg 2,920
Gillette Co $1,782,860
Gillette Blades 21,900
Gillette Razors 49,100
Paper Mate 249,990
Bobbi Home
Permanent 497,690
Deep Magic Cleansing
„ Lotion 102,900
Pamper Shampoo 421,190
Prom Home
Permanent 202,530
Prom Shampoo 2,860
Torn' Epic 870
Torn Home
Permanent 76,450
White Rain Shampoo 158,380
Gilmar Record Co $286,570
Records 286,570
Gladiola Biscuit Co $64,840
Gladiola Canned
Biscuits 64,840
Glamorene, Inc $891,960
Glamorene 891,960
Glamur Products, Inc $103,930
Easy Glamur 103,930
Globe Milling Co $21,290
Flour ;. 5,720
Pancake Mix 15,570
Gluek Brewing Co $76,380
Beer 76,380
Godchaux Sugars, Inc $163,560
Sugar 163,560
Goebel Brewing Co $66,390
Beer 66,390
Page 168 • April 8, 1957
Broadcasting
Telecasting
fill
OKLAHOMA CITY • ENID
Represented by John E. Pearson Co.
FULL ABC NETWORK
Broadcasting • Telecasting
April S, 1957 • Page 169
1956 TV SPOT SPENDING BY BRAND
Goetz Brewing— Intl. Breweries
Goetz, M. K.,
Brewing Co. $367,040
Country Club Beer 148,230
Goetz Beer 218,810
Goetze, Albert F„ Co $38,950
Meat Products 38,950
Gold Bond Co $30,590
Gold Bond Mattress 30,590
Gold Bond Stamp Co $35,030
Stamps 35,030
Gold Medal Candy Corp. $151,160
Bonbmo Turkish
Taffy 150,190
Rittenhouse Candies . .. 970
Gold Seal Co $535,480
Floor Wax 780
Glass Wax 293,950
Snowy Bleach 240,750
Golden Grain
Macaroni Co $28,490
Golden Grain Macaroni ... 7,000
Macaroni Products 20,280
Spaghetti 1,210
Golden Mix, Inc. $62,610
Pancake Mix 62,610
Golden Nuggett Sweets $22,240
Candy Bars 22,240
Golden State Co., Ltd. $48,700
Dairy Products 48,700
Good Humor Corp $167,810
Ice Cream 167,810
Goodrich, B. F. Co $318,740
Diamond Tires 1,690
Goodrich Tires 20,970
Hood P. F.
Canvas Shoes 222,770
Hood Tires 50,710
Miller Tires 22,600
Goodyear Tire
& Rubber Co $38,950
Batteries 3,730
Goodyear Tires 34,850
Neolite Heels & Soles 370
Gordon Baking Co $313,240
Silvercup Bread 313,240
Gordon Foods Co. $42,900
Potato Chips 42,900
Gordy Tire Co $42,900
Tires 42,900
Government Employees
Ins $25,230
Insurance 25,230
Graham Co $22,620
Red Bow Dried
Vegetables 22,620
Grand Union Food Stores $126,560
Grant Co $397,070
Various Mail Order
Items 397,070
Great A & P Tea Co $902,830
A & P Food Stores 902,830
Great Northern
Railway Co $195,210
Rail Travel 195,210
Great Western Furniture $33,600
Furniture 33,600
Green Hill Super Market $25,350
Food Stores 25,350
Greenwood Packing Co. $21,110
Carolina Pride Meats 21,110
Greyhound Corp $639,470
Bus Travel 639,470
Griesedieck Bro.
Brew. Co $136,560
Griesedieck Beer 136,560
Griffin Grocery Co $41,030
Griffin Tea Reg 25,480
Various Foods 15,550
Grocery Store
Products Co $564,550
B. in B. Mushrooms 260,800
Cream of Rice 70,150
Fould's Macaroni 54,110
Fould's Spaghetti 28,830
Kitchen Bouquet 150,660
Grove Laboratories, ,
Inc $1,696,100
Bromo-Quinine
Cold Tablets 429,220
Citroid 496,150
Defencin 8,940
Fitch Hair Tonic 5,420
Fitch Shampoo 32,580
4 Way Cold Tablets . 723,790
Groveton Papers Co $158,330
Blue Ribbon Napkins . 68,540
Vanity Fair Tissues 89,790
Gulf Brewing Co. $94,580
Buccaneer Beer 5,370
Grand Prize Beer 89,210
Gulf Oil Corp. $89,930
Gulf Gas & Oil 12,900
Gulfspray Insecticide 50,780
Trak Moth Killer 26,250
Gunther Brewing Co. $464,550
Gunther Ale 3,810
Gunther Beer 460,740
Gwaltney, P. D., Jr.
& Co $20,260
Meats 20,260
H
Haberle Congress
Brewing $179,220
Ale 141,420
Beer 37,800
Habitant Soup Co. $60,520
Soups 60,520
Hall, Robert Clothes ... $4,450,490
Hall, Martin L., Co $45,560
Victor Coffee
Inst./Reg 45,560
Hamm, Theo.,
Brewing Co $1,309,110
Hamm Beer 1,309,110
Hammer Beverage
Co./Bottlers $234,740
Ginger Ale 32,500
Soft Drinks 202,240
Hammond Organ Dlrs $38,910
Hammond Organ 38,910
Hand, Peter,
Brewing Co $314,790
Bock Beer 6,060
Meister Brau Beer 285,000
Peter Hand Reserve
Beer 23,730
Handy, H. L, Co $26,030
Brightwood
Meat Prods 26,030
Hansen's, Chr.,
Laboratory $135,700
Danish Dessert 190
Junket Frostings 6,600
Junket Rennet Powder .... 128,910
Hardware Mutuals $21,790
Insurance 21,790
Hart Bakery $37,660
Hart's Bread 36,320
Jack & Jean's Bread 1,340
Hartford National Bank $23,650
Regional Banks 23,650
Hart-Greer Co $30,740
ABC Washers 12,260
Permaglass
Water Heater 520
Servel Appliances 5,450
Whirlpool Appliances 2,440
Youngstown Appliances .. 2,440
Zenith Appliances 7,630
Hartz Mountain Products $29,010
Bird Food 29,010
Hassenfeld Brothers,
Inc $37,270
Hasbro Toys 37,270
Hastings, H. G., Co $25,450
Dixianna Grass Seed 25.450
Hawaii Brewing Co. $25,690
Primo Beer 25,690
Hawaiian Pineapple Co. $29,540
Dole Pineapple 29,540
Haxton Foods, Inc. $40,030
Blue Boy
Dairy Products 11,970
Blue Boy Foods 22,570
Blue Boy Ice Cream 5,490
Haymarket Mills $22,020
Corn Meal 13,530
Flour *. 8,490
Health-A-Teria Co. $49,800
Drugs 49,800
Hebrew National $29,250
Meat Products 29,250
Heide, Henry, Inc. $63,920
Candy 63,920
Heidelberg Brewing Co. $108,520
Beer 108,520
Heileman, G.,
Brewing Co. $585,350
Old Style Lager Beer 585,350
Heiner's Bakery $32,820
Bakery Products 32,820
Heinz, H. J., Co $1,334,260
57 Varieties Food
Prod 1,334,260
Hekman Biscuit Co $118,650
Cookies & Crackers .... 118,650
Hershel Cal. Fruit Prods. $34,100
Contadina Tomato Paste . 34,100
Hertz-U-Drive Co $31,480
Drive-lt-Yourself Cars .... 31.480
Hess, Dr. & Clark, Inc. $30,270
Stock & Poultry
Remedies 30,270
Heublein, G. F., Inc. $82,110
Maltex 27,660
Maypo Cereal 54,450
Highs Ice Cream Co. $23,640
Hiland Potato Chip Co $48,770
Potato Chips 48,770
Hills Bros. Coffee, Inc. $1,077,370
Red Can Coffee Reg. . 1,077,370
Hinshaw's Dept. Stores $54,600
Hires, Charles E.,
Co./Bott $120,670
Hires Root Beer 120,670
Hi-V Corp $127,850
Food Concentrates . .. 430
Orange Juice
Concentrate 127,420
Hoffman Beverage
Co./ Bott $94,550
Ginger Ale 56,180
Soft Drinks 28.850
Sparkling Water 9,520
Hollingshead, R. M.
Corp $39,970
Floor Show Wax 34,320
Hi Shine Auto Polish 1,210
Rhythm Motor Oil 2,430
Venus Car Polish 910
Whiz Automotive
Products 1,100
Hood Starch 140
33 Bleach 11,690
Zero Cleanser 2,800
Hood. H. P., & Sons, Inc. $150,940
Dairy Products 79.010
Ice Cream 47,620
Milk 14,950
Orange Juice 9,360
Hoover Vacuum
Cleaner Co $36,990
Hoover Vacuum Cleaners 36,990
Horn & Hardart
Baking Co $30,030
Foods 30,030
Household Finance Corp. $503,500
Insurance 10,070
Loans 493,430
Hubinger Co $26,730
Quick Elastic Starch 26,730
Hudepohl Brewing Co $55,540
Hudepohl Beer 55,540
Hudson Pulp & Paper
Corp $419,520
Paper Hankies 10,390
Paper Napkins 409.130
Humble Oil &
Refining Co $184,630
Humble Gas & Oil 184,630
Hunter Packing Co $32,920
Meats 32,920
Hygeia Milk Co $24,380
Dairy Products 24,380
I
Ideal Mortgage Co $24,440
Institutional 24,440
WHEN & HOW
SPOT TV WAS USED
More than 44% of all the money spent for spot television in
1956 was
invested in announcements, and 56% of the total went into evening
time, according to TvB's report. The report shows this:
Time of Day
Amount
Percent
Day
$135,339,000
34.0
Night
222,621,000
56.0
Late Night
39,646,000
10.0
$397,606,000
100.0
Type of Activity
Announcements
$176,429,000
44.4
Id's
46,806,000
11.8
Participations
90,541,000
22.8
Programs
83,830,000
21.1
Total
$397,606,000
*100.1
* Extra one-tenth of one percent due to rounding of figures.
Helbros Watch Co., Inc $87,890
Helbros Watches 87,890
Helm's Bakeries $61,540
Baked Goods 45,640
Bread 11,740
Pies 4,160
Helzberg's Jewelers $42,180
Jewelry 42,180
Henderson Sugar Refinery $29,380
Superfine Sugar 29,380
Henke & Pillot Co $21,150
Groceries 21,150
Henri's Food Products,
Inc $26,350
Henri's Foods 7,420
Henri's Salad Dressing... 18,930
Hereford Heaven Co $25,230
Frozen Beef Products .... 25,230
Herrud Meat
Products Co $36,240
Meat Products 36,240
Hollywood Brands, Inc. $167,820
Big Time Candy Bar 5,910
Butternut Candy Bar .... 12,400
Candy Bars 149,510
Holsum Baking/Bakeries $422,450
Bread 418,070
Crackers & Cookies 4,380
Home Finance Co $23,640
Loans 23,640
Home Lines Agency, Inc $29,020
Boat Travel 29,020
Home State Life Insurance $33,950
White Cross Insurance .... 33,950
Home Typewriter Sales $20,150
Homemakers Co $39,190
Homemakers Baked
Beans 39,190
Hood Chemical Co $50,100
EZ Bleach 26,500
EZ Starch 8,020
Hood Bleach 950
Ideal Toy Corp $22,500
Toys 22,500
Illinois Canning Co $26,000
Joan of Arc
Canned Foods 26,000
Illinois Meat Co $180,210
Broadcast
Canned Meats 180,210
Imperial Sugar Co $108,240
Brown Sugar 11,790
Cane Sugar 96,450
Independent Grocer's
Alliance $96,570
Groceries 39,000
I.G.A. Stores 57,570
Independent Oil Co $24,150
Gas & Oil 24,150
Instant Grip Co $55,310
Instant Grip Cement , 55,310
International Breweries .. $39,760
Iroquois Indian
Head Beer 39,760
Page 170 • April 8, 1957
Broadcasting • Telecasting
As technician Hank Lane (right) prepares to load the processing machine in CFPL-TV's darkroom, Ron Laidlaw (left), News Director, discusses a technical point with
Ron Ringler (center), Du Pont Representative. Mr. Ringler was instrumental in the revisions of methods which greatly speeded up processing time.
"Our prize-winning news coverage wouldn't be
possible without Du Pont Rapid Reversal Film"
makes it possible to edit every foot of film before it goes on the
air, regardless of when it was brought in. Using DuPont Type
930 Film, we have been able to give our viewers a carefully edited
and scripted news program within thirty-five minutes of the
arrival of the undeveloped film at the station.
"Many news assignments in Canada are shot in sub-zero
temperatures," continues Mr. Laidlaw. "DuPont Type 930
works smoothly with no special preparation of the film.
"Our usage of DuPont 930 Film has been extremely satis-
factory, whether in spot news or feature coverage," concludes
Mr. Laidlaw. "Our processing is as fast as any we have ever
heard of, and we maintain a consistently high average of good
exposures."
For more information about DuPont Motion Picture Films, ask
your nearest Du Pont Sales Office, or write the Du Pont Company,
Photo Products Dept.. Wilmington 98. Del. In Canada: DuPont
Company of Canada (1956) Limited, Toronto.
states Mr. Ron Laidl
at Station CF PL-TV,
Ken Dougan, CFPL-TV's Chief Photog-
rapher, edits film for a news program
on a specially adapted projector.
iw, News Director
in London, Ontario
"We insist on editing all film
before showing it," says Mr.
Laidlaw. "This attention to
detail helped us win the first
'Beaver' award ever granted to
a television station for news
coverage. The 'Beaver' awards
are given out every year by the
Canadian Broadcaster and
Telescreen Magazine for su-
perior achievement in radio
and television.
"The faster processing
schedule of DuPont film
DU PONT MOTION PICTURE FILM
SALES OFFICES
Atlanta 8, Ga 805 Peachtree Bldg.
Boston 10, Mass 140 Federal Street
Chicago 30, III. .4560 Touhy Ave., Lincolnwood
Cleveland 16, Ohio 20950 Center Ridge Road
Broadcasting • Telecasting
Dallas 7, Texas 1628 Oak Lawn Avenue
Los Angeles 38, Calif.. .7051 Santa Monica Blvd.
New York 11, N. Y 248 West 18th Street
Phila., Pa. 308 E. Lancaster Ave., Wynnewood
Export Nemours Bldg.. Wilmington 98. Del.
BLIPIJ
REG. U. S. PAT. Of F.
BETTER THINGS FOR BETTER LIVING
. . . THROUGH CHEMISTRY
April 8, 1957
Page 17.1
KOIN-TV
"HIGH MAN on the
TOTEM POLE"
tit the Po#Mict,0/tj«((m Mcwkefc
Any way you measure the market, KOIN-TV offers you
Portland's single strongest advertising buy. Absolutely
no other television station ... in fact no other medium
in the area can guarantee you so many families every
week the year around.
TOP RATINGS—
KOIN-TV has 15 of the top 16 weekly shows . . . has 7 out of the
top 10 multi-weekly shows . . . delivers 46% share-of-audience in
Metropolitan Portland — nearly as great as all of the other stations
combined. Figures are from the February 1957 Portland ARB.
TOP COVERAGE—
KOIN-TV alone reaches the full Portland trading area ... 30
prosperous counties of Oregon and Southern Washington. Independ-
ent engineers testify to the superior KOIN-TV coverage. Demand
the actual proof from your CBS Television Spot Sales office.
TOP VALUE IN THE PORTLAND, OREGON MARKET
THE
MR. SIX
IN THE WEST
KOIN-TV
CHANNEL 6
PORTLAND, OREGON
REPRESENTED NATIONAtLYsBY CBS TELEVISION SPOT SAIES
Page 172 • April 8, 1957
Broadcasting • Telecasting
1956 TV SPOT SPENDING BY BRAND
Intl. Harvester — Mann's Potato Chip
International Harvester $38,780
Farm Equipment 13,630
Tractors 13,790
Trucks 11,360
International
Latex Corp $1,322,960
Isodine 321,440
Playtex Baby Pants .... 126,110
Playtex Bra 237,130
Playtex Girdles 451,890
Playtex Gloves 186,390
International
Milling Co $402,560
Robin Hood Flour 402,560
International Molded
Plastics, Inc $21,290
Brook Park Dinnerware .... 21,290
International Salt Co $430,850
Sterling Salt 430,850
International Shoe Co $253,320
Accent Shoes ..: 940
John Roberts
Men's Shoes 6,000
Peters Shoes 10,070
Poll Parrott Shoes 150,600
Red Goose Shoes 30,050
Sundial Shoes 2,520
Weatherbird Shoes 49,060
Yanigan's Shoes 4,080
Interstate Bakeries $359,880
Blue Seal Bread 50,250
Bread 125,280
Butternut Bread 81,280
Log Cabin
Sun Rich Bread 38,960
Mrs. Karl's Bread 10,080
Weber's Bread 54,030
Iowa Elec. Light & Power $55,280
Electricity 55,280
Ireland's Chili Co $71,510
Barbecue Sauce 42,950
Chili 11,270
Pit Bar BQ 3,380
Sauces 13,910
Ironrite, Inc $45,180
Ironrite Appliances 36,110
Ironrite Ironers 9,070
Isbell's Univ. Beauty Cult. $25,910
Beauty Culture 25,910
Ivano, Inc $77,970
Ivalon Sponges 77,750
Plumite Drain Cleaner 220
J
J. F. G. Coffee Co $73,090
JFG Coffee Inst 49,530
JFG Coffee Inst./Reg 20,010
JFG Coffee Reg 3,550
Jackson Brewing Co $566,660
JaxAle 1,690
JaxBeer 564,970
James Industries, Inc. $28,740
Slinky Toy 28,740
Javatol Coffee Co $43,340
Javatol Coffee
Inst./Reg 43,340
Jenney Mfg. Co $104,930
Gas & Oil 104,930
Jewell, J. D., Inc $102,130
Jesse Jewell's
Frozen Chicken 102,130
Jewel Tea Co., Inc. $90,010
Jewel Foods 90,010
Joanna-Western Mills Co. $47,100
Lamp Shades 970
Window Shaes 46,130
Johnson, Walter H., Co. $97,020
Candy 18,120
Powerhouse Candy Bars 78,900
lohnson & Johnson $86,480
Baby Shampoo 35,230
Baby Toiletries 9,840
Elastic Hosiery 4,120
Foot Powder 11,740
Surgical Dressings 25,550
Johnson, S. C,
& Son, Inc $142,320
Johnson's Auto Wax 1,700
Johnson's Floor Wax 1,560
Johnson's
Furniture Wax 2,340
Raid Insecticide 136,720
Johnson's Howard $92,270
Restaurants 92,270
Johnston, Robert, A., Co. $21,530
Cookies & Crackers 21,530
Johnston Pie Co $47,560
Pies 47,560
Jones Distributing Co $47,320
IGA Food Stores 47,320
Jones Sausage Co $39,290
Meat Products 36,410
Sausage & Bacon 2,880
Kahn, David, Inc $45,990
Wearever Pen 40,490
Wearever Pencil 5,500
Kaiser Aluminum
& Chemical $339,320
Kaiser Aluminum
Awnings 1,560
Kaiser Aluminum Foil 281,000
Kaiser Shade Screen .... 55,980
Kaiser Storm Windows . 780
Karl's Shoe Stores $57;810
Kasser Distillers Prod. $27,670
King's Wine 27,670
Katz Drug Co $33,270
Drug Stores 33,270
Kay, Gerold 0., & Assoc $79,720
Bendix ADDliances 39.860
Crosley Radios 39,860
Keebler Biscuit Co $477,430
Cookies & Crackers 477,430
Kelley's Food Products $22,980
Kelly Potato Chips 22,980
Kellogg Company $4,810,530
All Bran 33,150
Corn Flakes 52,640
Fizz-Ade 72,510
Gro-Pup Dog Food 81,120
Rice Krispies 10,660
Special K Cereal 1,028,600
Sugar Frosted Flakes .. 49,770
Sugar Corn Pops 143,760
Sugar Smacks 4,290
Various Kellog
Cereals 3,334,030
Kendall Co $43,830
Blue Jay Corn Remedies 39,710
Fling Deodorant 4,120
Kenneth, Edward, Corp $25,800
Korn-X Foot Remedy 25,800
Kent Feeds $21,450
Livestock & Poultry
Feeds 21,450
Kern Food Products Co. $24,680
Kern Jams & Jellies 24,680
Kern's Bakery $55,660
Bread 52,330
Cakes 4,330
Keystone Steel & Wire
Co $48,230
Fences 15,440
Steel & Wire 32,790
Kilpatrick's Bakeries $103,280
Bakery Products 103,280
Kimberly-Clark Corp $996,700
Delsey Toilet Tissue . 358,880
Kleenex Napkins 416,330
Kleenex Paper Towels 30,860
Kleenex Tissues 190,630
King Midas Flour Mills $29,940
King Midas Flour 13.900
V-10 Protein Bread 16,040
Kingsbury Brewing Co. $26,760
Beer 26,760
Kirsch Beverages/
Bottlers $25,000
No-Cal Soft Drinks 25,000
Kitchens of Sara Lee $205,210
Cheese Cakes 1,850
Coffee Cakes 31,540
Frozen Cakes 171,820
Kiwi Polish Co $61,350
Kiwi Shoe Polish 61,350
Knickerbocker Toy Co $23,220
Toys 23,220
Knomark Mfg. Co $83,570
Esquire Shoe Polish 83,570
Knot Mfg. Co $24,610
White Cap Pine Oil 24,610
Knowlton's Creamery $32,400
Dairy Products 4,830
Golden Flake Buttermilk . 12,910
Ice Cream 14,660
Knox Industries, Inc $31,330
Gas & Oil 31,330
Knudsen Creamery Co $168,780
Dairy Products 168,780
Koester's Bakery $88,770
Bread 88,770
Kotarides Baking Co $75,310
Mary Jane Bread 75,310
Krantz Brewing Co $65,260
Old Dutch Beer 65,260
Kresge, S. S., Co. $346,610
Variety Stores 346,610
Kroger Co $678,160
Food Stores 678,160
Krueger, G., Brewing Co. $347,170
Krueger Ale 153,620
Krueger Beer 193,550
Kruger's Jewelers $21,410
Jewelry 21,410
Kuner-Empson Co $54,720
Canned Foods 54,720
L
Labatt, John, Ltd $122,210
Ale 80.130
Beer 42,080
Labor Savers, Inc $205,180
Homecraft Electric
Spray Gun 205,180
Lance, Inc $55,270
Peanut Products 15,430
Peanuts 2,570
Potato Chips 520
Toastchee 36,750
Land 0 Lakes Creameries $41,980
Butter 15,580
Dairy Products 26,400
Langendorf United
Bakeries $700,740
Bakery Products 6,070
Barbara Ann Bread 54,790
Breads 521,610
Butternut Bread 14,300
Cakes 1,230
Figuerette Bread 650
Holsum Bread 4,290
Langendorf Bread 97,800
Lan-O-Sheen, Inc $122,680
Lan-O-Sheen Cleaner 102,750
Lan-O-Wipe Cleaner 19,930
Lanvin Parfums, Inc. $347,910
Lanvin Perfumes 347,910
La Rosa, V., & Sons, Inc. $455,650
Egg Noodles 16,680
Macaroni 400,770
Pizza Mix 760
Ravioli 630
Spaghetti 36,810
La Touraine Coffee Co. $20,730
La Touraine Coffee
Inst./Reg 11,730
La Touraine Tea
Inst./Reg 9,000
Latrobe Brewing Co. ........ $24,960
Rolling Rock Beer 24,960
Lay, H. W., & Co $74,370
Fun Popcorn 2,760
Lay's Potato Chips 71,610
Lay Packing Co $26,280
Meat Products 26,280
Le Blanc Corp $20,560
Hadacol „ 20,560
Lee Baking Co $21,010
Colonial Bread 21,010
Lee Optical Co $108,620
Eyeglasses 71,760
Optical Service 36,860
Lee Tire & Rubber Corp $103,890
Lee Tires 103,890
Leeming, Thomas, & Co.,
Inc $408,450
Ben-Gay 408,450
Leonard Refineries $101,900
D-X Motor Oil 36,510
Leonard Gas 65,390
Leslie Salt Co $216,180
Salt 216,180
Lever Brothers Co $4,535,010
Breeze 64,620
Dove Toilet Soap 497,710
Good Luck Margarine 51,730
Hum Detergent 18,420
Imperial Margarine .... 1,378,220
Lifebuoy Soap 77,570
Lucky Whip 5,720
Lux Liquid Detergent . 15,810
Lux Toilet Soap 57,950
Pepsodent 118,390
Rinso 288,680
Silver Dust 63,500
Surf Detergent 22,280
Wisk 1,874,410
Levolor-Lorentzen, Inc. $36,270
Venetian Blinds 36,270
Lewis Food Co $657,120
Dr. Ross Cat Food $657,120
Dr. Ross Dog Food 323,330
Skippy Cat Food 1,910
Skippy Dog Food 61,870
Lewis-Howe Co $61,600
Turns 61,600
Lexington Window Co $28,970
Windows 28,970
Libby, McNeil & Libby $412,410
Baby Foods 189,970
Canned Pineapple 120,660
Frozen Foods 19,360
Pineapple Juice 45,880
Vim V-8 Vegetable
Juice 36,540
Liebmann Breweries, Inc. $768,660
Rheingold Beer 768,660
Liggett & Myers
Tobacco Co $4,400,900
Chesterfield 1,106,590
L & M 3,294,310
Lima Bean Advisory
Board $31,550
Lima Beans 31,550
Lincoln Income Life Ins. $26,010
Insurance 26,010
Lion, Inc $37,440
Gibbons Beer 37,440
Lion Oil Co $70,200
Gas & Oil 70,200
Lionel Corp $298,620
Toy Trains 298,620
Lipton, Thomas J., Inc $993,470
Lipton's Soups 24,710
Lipton's Tea Reg. 968760
Broadcasting • Telecasting
Little Crow Milling Co. $114,880
Coco Wheats Cereal 114,880
Loblaw, Inc $122,440
Chain Food Stores 122,440
Local Loan Co $26,980
Loans 26,980
Lo-Calory Food Co $197,550
Niron Weight Additive 197,550
Loma Linda Food Co $77,170
Gravy Quik 55,200
Rusket Flakes 1,770
Ruskets 20,200
Lone Star Brewing Co $432,440
Lone Star Beer 432,440
Lone Star Gas Co $72,620
Gas 54,140
Gas Ranges 11,440
Gas Refrigerators 2,860
Services 4,180
Lorillard, P., & Co $2,148,610
Kent Cigarettes 188,280
Muriel Cigars 1,530
Old Gold Cigarettes ... 1,958,800
Louisiana State Rice Mill $97,290
Co-China Doll Rice 1,940
F. A. G. Rice 2,330
Mahatma Rice 41,540
Rice 35,730
Sonny Boy Rice 740
Water Maid Rice 15,010
Lucky Lager Brewing Co. $680,600
Lucky Lager Beer 680,600
Ludens, Inc $294,570
Cough Drops 216,840
Fifth Ave. Candy Bars ... 77,730
Luer Packing Co $74,140
Meats 74,140
Lufthanse Air Lines $24,380
Air Travel 24,380
Lyon Van & Storage Co $84,670
Moving & Storage 84,670
M
MFA Mutual Insurance Co. $35,230
Insurance 35,230
M. J. B. Co $848,630
MJB Coffee Instant 16,700
MJB Coffee Inst./Reg. .. 427,580
MJB Coffee Regular 312,980
MJB Rice 17,820
MJB Tea Reg 53,230
Tree Tea Reg 20,320
Madera Bonded Wine &
Liquor Co $36,680
Wines 36,680
Magees, Inc $71,500
Electrical Appliances 71,500
Maggio, Joseph D.
of California $37,680
Maggio Carrots 37,680
Magnolia Petroleum Co. $254,260
Mobilgas & Mobiloil 254,260
Maier Brewing Co $53,050
Brew 102 Beer 53,050
Malt-o-Meal Co $323,120
Malt-O-Meal 323,120
Manchester Hosiery Mills $28,990
Ironwear Hosiery 28,990
Mangels, Herold Co $94,420
King Bleach 30,520
King Fluff 18,600
King Starch 45,020
King Syrup 280
Manhattan Coffee Co $47,550
Manhattan Coffee
Inst./Reg 47,550
Manners Drive-In
Restaurants $42,120
Mann's Potato Chip Co. $55,660
Potato Chips 55.660
April 8, 1957 • ' Page 173
1956 TV SPOT SPENDING BY BRAND
Manor Bakeries — Oakite
Manor Bakeries Co $44,330
Baked Goods 44,330
Manufacturers Light &
Heat Co $31,980
Gas Appliances 31,980
Marathon Corp $1,798,680
Northern Napkins 12,970
Northern Tissues 1,072,790
Northern Towels 95,830
Paper Products 231,710
Waxtex 385,380
Marcal Paper Mills, Inc. $165,650
Marcal Paper Napkins ,. 165,650
Marchand, Charles Co $34,870
Hair Conditioner 9,990
Hair Rinse 9,990
Hair Wash 4,900
Shampoo 9,990
$21,570
21,570
Marhoeffer Packing Co.
Meats
Marlowe Chemical Co.
Fire Chief Fire Exting.
$202,710
202,710
Marlun Mfg. Co $78,170
Black Angus Rotisseries 78,170
Mars, Inc $555,670
Mars Candy Bars 496,260
Milky Way Candy Bars.-. 59,410
Martin Oil Co $126,660
Martin Oil 126,660
Maryland Pharmaceutical
Co. $99,950
Rem 99,950
Master Brand, Inc $32,670
Trimm Candy 32,670
Max Factor & Co $3,181,730
Courtley Deodorant .... 1,040
Courtley Toiletries 9,010
Dri-Mist Deodorant .... 427,180
Max Factor
Cosmetics 1,926,600
Max Factor
Creme Puff 11,390
Max Factor
Deodorant 1,120
Max Factor Erace 11,390
Max Factor Hi-Fi 5,720
Max Factor Pancake ... 6,800
Sof-Set Hair Spray 781,480
Maybelline Co. $163,030
Cosmetics , 163,030
Mayer, Oscar, & Co. $567,430
Meat Products 567,430
Mayflower Warehouses $34,980
Moving & Storage 34,980
McCormack & Co., Inc $30,350
Schilling Coffee Reg 15,160
Spices 9,160
Tea Regular 6,030
McDaniel, Sam, & Sons $28,560
Bunker Hill Beef 17,640
Canned Meats 10,920
McDaniel's Markets $62,400
Food Stores 62,400
McKesson & Robbins,
Inc $152,540
Bexel Vitamins 106,450
Kessamin 23,770
Neo Aqua Drin 1,950
Surin Ointment 980
Tartan Suntan Lotion .... 2,700
Various Drugs 16,690
Mc Laughlin, W. F., & Co. $580,890
Manor House Coffee
Inst 144,390
Manor House Coffee
Inst. Reg 364,590
Manor House Coffee
Reg — 71,910
Mc Mahan Furniture Stores $63,110
Mead Baking Co $65,390
Bunny Bread 65,390
Meads Baking Co $86,760
Dottie Lee Bread 5,450
Meads Bread 78,060
Rolls 3,240
Melville Shoe Corp $54,120
Thorn McAnn Shoes 54,120
Mennen Co $595,500
Mennen Afta Shave
Lotion 216,580
Mennen After Shave
Talcum 1,390
Mennen Cream Hair
Oil 1,390
Mennen Foam Shave 86,350
Mennen Shampoo 2,490
Mennen Shave Cream .... 49,980
Mennen Skin Bracer 85,110
Mennen Skin Magic
Cream 25,430
Mennen Spray
Deodorant 44,190
Mennen Tube Shave 82,590
Merchants Biscuit Co $133,730
Cookies & Crackers 78,090
Supreme Salad Wafers . 55,640
Merck & Co $23,400
Antibiotics 20,190
Fruit Freeze 3,210
MG-M Pictures Corp $105,670
Movie Publicity 105,670
Metro Mutual Insurance
Co $43,440
Gold Cross Insurance 43,440
Metropolis Brewery
of N. J $33,780
Champale Malt Liquor 33,780
Metropolitan Utilities Dist. $30,990
Appliances -6,880
Bendix Appliances 680
Caloric Gas Ranges 1,080
Institutional 21,670
Universal Appliances 680
Miami Margarine Co $42,400
Nu-Maid Margarine 42,400
Miami Valley Milk Assoc. $22,080
Dairy Products 22,080
Michigan Auto Club $61,490
Michigan Bakeries, Inc. $51,350
Aunt Fanny Bread 38,840
Michigan Bread 11,160
Rolls 1.350
Michigan Consolidated Gas $48,220
Utilities 48,220
Midwest Fruit Flavors, Inc. $36,370
Sonny Boy Fruit Flavor
Concentrate 9,400
Sonny Boy Syrup 15,700
Sonny Boy Soft Drink 11,270
Midwest Refineries $21,840
White Rose Gasoline 21,840
Milani, Louis, Foods $167,540
1890 French Dressing. 40,490
Milani Foods 51,750
Salad Dressings- 75,300
Miles Laboratories, Inc. $5,354,730
Alka-Seltzer 4,493,070
Bactine .'. 284,950
Nervine 43,450
One-A-Day Brand
Vitamins 429,980
Tabcin 98,280
Milk for Health $31,530
Milk 31,530
Milk Foundation $24,090
Dairy Products 24,090
Milk Producers Federation $44,460
Milk 44,460
Miller Brewing Co $281,260
Miller High Life Beer ... 281,260
Milner Products Co $283,530
Gala Bleach 360
Perma Starch 77,760
Pine Sol 205,050
White Wave Detergent .. 360
Minneapolis Brewing Co. $220,900
Grainbelt Beer 220,900
Minnesota Mining & Mfg. $48,120
Sasheen Ribbon Tape 4,510
Scotch Tape 43,610
Minute Maid Corp $1,939,010
Frozen Fruit Juice 370,910
Frozen Orange Juice .. 352,930
Hi-C Orange Juice 117,310
Malted Mix 3,250
Snow Crop Frozen
Foods 943,700
Snow Crop Frozen
Juices 150,910
Mishawaka Rubber &
Wool Mfg $136,300
Red Ball Casual
Footwear 136,300
Mission Pak $108,820
Dried Fruits 78,690
Glazed Fruits 7,410
Soft Drinks 22,720
Mogen David Wine Corp $21,480
Mogen David Wine 21,480
Molson Brewery, Ltd $148,760
Molson'sAle 97,950
Molson's Beer 50,810
Monarch Wine Co., Inc. $505,930
Manischewitz Wine 505,930
Monsanto Chemical $192,000
All Detergent 94,910
Nu Fabric Finish 1,780
Rez 14,990
Tile Crest Wall Tile 6,690
Toy 73,630
Montana Power $20,470
Utilities 20,470
Montgomery Ward & Co. $410,090
Stores & Mail Order 410,090
Mootz, E. W. Bakery $25,730
Sunbeam Bread 25,730
Morning Milk Co $20,670
Condensed Milk 20,670
Morrell-Fellin Packing Co. $48,180
Meat Products 48,180
Morrell, John H., & Co. $144,420
Bacon 14,380
Ham 24,520
Meats 93,760
Red Heart Dog Food 11,760
Morris, Philip, & Co $7,369,440
Bond Street Tobacco 3,380
Marlboro 3,404,200
Parliament 640,180
Philip Morris 3,079.480
Spud 242,200
Morton Food Co $37,160
Bestyett Salad Dressing . 13,970
Black Pepper 2,170
Morton's Salad Dressing . 5,980
Potato Chips 14,070
Pure Honey 970
Mother's Cake & Cookie
Co $52,940
Cakes 37,470
Cookies 15,470
Motorists Mutual Ins. Co. $61,240
Auto Insurance 61,240
Mueller, C. F., Co $207,200
Mueller's Macaroni 145,220
Mueller's Noodles 10,910
Mueller's Spaghetti 51,070
Muller-Grocers Baking Co. $34,080
Baked Goods • 27,780
Bread 4,610
Cookies 1,690
Muntz Television $30,420
TV Sets 30,420
Murine Co., Inc $46,260
Murine : 46,260
Murphy Prods. Co. $156,320
Livestock & Poultry
Feed 156,320
Murray, Arthur,
Dance Studios $23,040
Dance Instruction 23,040
Musselmaif, C. H., Co $28,450
Apple Products 16,670
Canned Fruits 10,900
Fruit Pie Fillings 300
Jellies ; 580
Mystik Adhesive Products $47,760
Mystik Tape : 47,760
Myzon, Inc $39,440
Feed Additive
Conditioner 39,440
N
Naas Corp $35,040
Vegamato 35,040
Narragansett Brewing Co. $290,41 0
Croft Ale 112,660
Narragansett Ale 77,460
Narragansett Beer 100,290
Nash Coffee Co $91,090
Nash's Coffee Instant 28,350
Nash's Coffee tnst/Reg ... 48,880
Nash's Coffee Regular .... 13,860
Nash-Finch Corp $33,720
Our Family Foods 33,720
National Airlines, Inc $260,930
National Bakeries $22,730
Hollywood Bread 22,730
National Biscuit Co $5,536,500
Dromedary Cake Mix .. 983.060
Dromedary Foods 12,470
Home Town Bread 9,020
Master Plan Bread . , 142,210
Milk Bone 77,370
Millbrook Bread 20,320
Nabisco Cookies &
Crackers 3,059,090
Nabisco Shredded
Wheat 178,110
Nabisco Shredded
Wheat Jrs 203,670
Nabisco Various
Cereals 166,270
NBC Bread 170,340
Pal Dog Foods 23,150
Ranger Joe Cereal .... 12,930'
Rice Honeys 324,430
Wheat Honeys 154,060
National Brewing Co $692,150
National Bohemian
Beer ,.. 605,220
National Premium Beer.. 86,930
National Carbon Co $342,690
Eveready Batteries 204,320
Prestone Anti-Freeze .... 138,370
National Clothing Co $53,650
National Dairy Products $1,246,530
Kraft Cheese 288,590
Kraft Cottage
Cheese : 94,610
Kraft Deluxe
Margarine 60,160
Kraft Italian Salad
Dressing 760
Kraft Jams & Jellies ... 12,990
Kraft Marshmallows.... 9,700
Kraft Mayonnaise 11,040
Kraft Miniature
Caramels 990
Kraft Miniature
Marshmallows 62,000
Kraft Orange Juice .... 105,920
Kraft Parkay
Margarine 220,520
Kraft-Various
Products 157,250
Sealtest Dairy
Products 153,050
Sealtest Ice Cream .... 68,950
National Distillers Corp $28,570
Italian Swiss Colony
Wine 28,570
National Food Stores $48,960
National Presto Ind $522,470
Appliances 522,470
National Tea Co $136,040
Food Stores 136,040
National Toilet Co $75,030
Nadinola Cream 75.U30
National Van Lines $34,480
Moving & Storage 34,480
Nationwide Insurance Co. $283,100
Natural Gas Co. $65,520
Natural Gas Utilities 65,520
Necchi Sew. Mach.
Sales Co. $34,450
Elna Sewing Machines .... 7,690
Necchi Sewing Machines 26,760
Nehi Corp./Bottlers $1,614,150
Nehi 243,340
Par-T-Pak 40,470
Royal Crown Cola 1,328,700
Upper Ten 1,640
Nesbitt Fruit/Bottlers $46,210
Nesbitt's Soft Drink 46,210
Nestle Co., Inc $2,374,920
Decaf Instant Coffee 717,320
King Mallow 4,510
Maggi Protein Drink ... 28,610
Nescafe Instant
Coffee 324,130
Nestea Instant Tea .... 95,750
Nestle's Chocolate
Bars 45,750
Nestle's Cookie Mix ... 1,030
Nestle's Everready
Cocoa 44,280
Nestle's Instant
Coffee 1,098,010
Nestle's Quik 15,530
Neuhoff Packing Co $195,120
Meat Products 130,720
Old Hickory Bacon &
Hams 64,400
New England
Confectionery $285,430
Bolster Bar 14,040
Necco Candies 142,810
Sky Bar 128,580
New England Provision
Co $71,710
Meats 71,710
New England
Upholstery Co $42,320
Simmonds Mattresses .... 42,320
New York Central Railroad $85,610
Niagara Mfg. & Distr. Co. $22,480
Massage Equipment 22,480
Nic-L-Silver Battery Co $41,640
Batteries 41,640
Nissen Baking Co $142,460
Bakery Products 142,460
Norex Laboratories, Inc $54,700
Amitone 54,700
Northern Pacific
Railroad Co $74,070
Northern States Power Co. $97,940
Utilities 97,940
Northwest-Orient Airlines $63,750
Norwich Pharmacal Co $123,670
Pepto-Bismol 123,670
Noxzema Chemical Co $41,580
Noxema Shave Cream 26,770
Noxema Skin Cream 14,810
Nutone, Inc $35,030
Various Household
Products 35,030
0
0. J. Beauty Lotion Co $47,280
Facial Lotion 47,280
Oak Cliff Baking Co $24,980
Hollywood Bread 10,800
Sunbeam Bread 14,180
Oakite Products, Inc $114,240
Oakite 114,240
Page 174 • April 8, 1957
Broadcasting • Telecasting
Another
ALL-TIME Record!
Alabama's Best in TV
Local television sales on WABT for
March, 1957, are the largest for any
March in our 8 years of telecasting.
Those ivho Know us BEST
use us MOST
Represented by Blair-TV
WAPI, our sister radio station, also hit an all-time
record in local business for March.
Broadcasting • Telecasting
April 8, 1957 • Page 175
1956 TV SPOT SPENDING BY BRAND
O'Cedar — Ray-0-Vac
O-Cedar Corp. $92,010
O-Cedar Mops 10,750
O-Cedar Polishes 63,430
0-Cedar Waxes 17,830
Oertel Brewing Co $139,350
Beer 139,350
Ohio Fuel Gas Co $32,460
Natural Gas 32,460
Ohio Oil Co $299,990
Marathon Gas & Oil 299,990
Ohio Provision Co $191,600
Meat Products 191,600
O'Keefe & Merritt Co $57,550
Stoves 57,550
O'Keefe's, Inc $84,260
Ale 60,380
Beer 16,030
Stout 7,850
Oklahoma Gas & Electric $36,360
Utilities 36,360
Oklahoma Oil Co $127,020
Oklahoma Oil 127,020
Oklahoma Tire & Suppy Co. $22,560
Car Supplies 12,660
Home Supplies 4,470
Schick Electric Razor 4,810
Tires 620
Old Judge Coffee Co $52,110
Old Judge Coffee Inst 4,830
Old Judge Cofee
Inst/Reg 28,670
Old Judge Coffee Reg 18,610
Olga Coal Co $38,590
Coal 38,590
Olson Rug Co $34,320
Rugs 34,320
Olympia Brewing Co $149,380
Olympia Beer 149,380
Omaha Public Power Dist. $51,520
Electric Service 51,520
Omar, Inc $120,990
Bakery Products 118,040
Coffee Inst/Reg 2,950
One Price Optical Co $23,980
Eyeglasses 23,980
Orange-Crush Co./Bottlers $36,310
Orange Crush Drink 36,310
Orkin Exterminating Co. $183,450
Pest Control 183,450
Ortlieb, Henry F., Co $131,600
Ortlieb Beer 131,600
Oswald & Hess Co $43,470
Meat Products 43,470
Otoe Food Products Co $58,200
Morton House Foods 58,200
Outboard Marine &
Mfg. Co $50,810
Evinrude Outboard
Motors 44,160
Johnson Outboard
Motors 1,310
Lawn Boy Power Mower,. 5,340
Pabst Brewing Co $1,962,580
Eastside Beer 983,430
Old Tap Lager Beer.... 1,910
Pabst Beer 977,240
Pacific Gamble Robinson $77,120
Pacific Fruit 940
Snoboy Foods 65,230
Standby Foods 10,950
Pan-Am Southern Corp $381,790
Pan-Am Gas & Oil 381,790
Pan-American World
Airways $63,800
Paper Products Co $106,290
No Bugs M'lady
Drawer Paper 4,860
No Bugs M'lady
Shelf Paper 101,430
Parker Pen Co. $60,650
Parker Pens 60,650
Parliament Food Plan $37,540
Foods & Freezers 37,540
Pate Oil Co $63,730
Gas & Oil 63,730
Patterson, C. J., Co $26,410
Bread 26,410
Paul's, Mrs., Kitchen $173,970
Frozen Sea Foods 155,350
Mrs. Paul's Frozen
Foods 18,620
Paxton & Gallagher Co. $665,810
Butter-Nut Coffee Reg. 665,810
Paxton & Vierling $33,280
Steel Construction Mat. 33,280
Paxton Wholesale Grocery $21,840
Grab-It-Here Stores 21,840
Pearl Brewing Corp $264,420
Pearl Beer 262,420
Pearson Pharmacal Co.,
Inc $40,210
Eyegene 1,740
Pearson Sakrin 38,470
Peavey, F. H., & Co $20,650
King Midas Grain 12,810
V-10 Protein Bread 7,840
Penick & Ford, Ltd $143,010
Brer Rabbit Molasses .. 3,030
My-T-Fine Desserts 139,980
Penn Fruit Co. $123,550
Food Stores 72,610
Penn Fruit 50,940
Pennsylvania Engineering $51,310
Aerosect Insecticide 51,310
Peoples Gas, Light &
Coke Co $205,230
Utilities 205,230
People's Natural Gas $85,070
Natural Gas 85,070
Pepper, Dr., Co./Bottlers $716,790
Nu Grape Soft Drinks 12,260
Dr. Pepper Soft Drinks 700,910
Suncrest Soft Drinks 3,620
Pepsi Cola Co./Bottlers $1,993,000
Pepsi-Cola 1,993,000
Personal Products Corp. $30,930
Jonny Mop 6,240
Modess 24,690
Peter Paul, Inc $1,546,760
Peter Paul Almond
Joy 779,320
Peter Paul Mounds 767,440
Peter's Meat Products $59,450
Meats 59,450
Petersen Baking Co. $114,890
Frozen Fudge
Brownies 190
Peter Pan Bread 114,700
Petri Wine Co $497,310
G & D Vermouth 24,760
G&DWine 25,120
Italian Swiss Colony
Wine 310,140
Petri Wine 137,290
Petroleum Heat &
Power Co $22,730
Utilities 22,730
Pez-Haas, Inc $119,170
Candv 119,170
Pfaff Sewing Mach. Sales $35,350
Pfaff Sewing Machines ... 35,350
Pfeiffer Brewing Co $228,980
Beer 228,980
Pfeiffer Food Prod. Inc $55,500
Salad Dressing 55,500
Pfizer, Charles, Co., Inc. $264,340
Animal Medicine 32,150
Bonadettes 73,130
Candettes 114,420
Feed Supplements 31,880
Hog Minerals 1,520
Terramycin 10,850
Vigofac 390
Pharmaceuticals, Inc. $1,108,580
Geritol 490,060
RDX Dietary Aids 170,350
Sedagel 8,950
Serutan 206,400
Sominex 63,780
Various Drugs 62,540
Viragex 72,940
Zarumin 33,560
Pharmaco, Inc $35,670
Chooz 5,670
Feenamint 6,930
Medigum 18,540
Regutol 4,530
Pharma-Craft Corp., Inc. $401,300
Coldene 27,740
Fresh Deodorant 285,010
Heed Deodorant 14,640
Ting Antiseptic Cream ... 73,910
Phila. Dairy Prod. Co., Inc. $24,360
Dolly Madison Dairy
Products 440
Dolly Madison Ice
Cream 23,920
Philco Corp $147,500
Philco Appliances 110t790
Philco TV Sets 36,710
Phillips Packing Co., Inc. $58,810
Phillips Pork & Beans 6,500
Phillips Soups 52,310
Phillips Petroleum Co. $624,370
Phillips 66 Gas & Oil ... 618,640
Tires 5,060
Trop-Arctic Motor Oil .... 670
Pictsweet Foods, Inc. $22,690
Frozen Foods 22,690
Piedmont Airlines $35,100
Piel Bros., Inc $1,485,300
Piel's Beer 1,485,300
Piggly-Wiggly Stores $40,510
Food Products 40,510
Pillsbury Mills, Inc $692,150
Ballard & Ballard
Biscuit 80,820
Ballard Flour 69,260
Ballard Meal 2,090
Feeds 40,800
Globe A-l Flour 34,260
Ice Box Cookies 32,080
Obelisk Flour 89,090
Pillsbury Cake Mixes . 74,240
Pillsbury Flour 254,150
Pillsbury Hot Roll Mix ... 5,710
Pillsbury Pancake Mix . 6,830
Presto Drink A Mix 2,820
Pilsner Brewing Co $235,720
P. 0. C. Beer 235,720
Pinkham, Lydia E.,
Med. Co $76,020
Pinkham, Lydia E.,
Veg. Compound 76,020
Pio Wine Co $40,760
Hi Boy Wine 3,120
Pio Wine 37,640
Pioneer Hi-Bred Corn Co. $20,800
Hybrid Corn 17,030
Hyline Chicks 3,770
Pittsburgh Brewing Co. $280,750
Iron City Beer 183,560
Tech Beer 97,190
Pittsburgh Pro. & Pack.
Co $45,900
Meats ' 45,900
Planters Nut & Choc. Co. $53,360
Planters Peanut Butter. ... 16,300
Planters Peanut Oil 15,000
Planters Peanuts 22,060
Plough, Inc $778,400
Mexsana Heat Powder ..,. 12,130
Mexsana Skin Cream 63,350
Mistol-Mist 58,510
St. Joseph Aspirin 591,420
St. Joseph Child
Aspirin 52,990
Power Products. Inc $210,100
Baltimore Slicer 3,600
Blendor 50,630
Super Jet Spray Gun 155,870
Prairie Farms Creamery $21,840
Dairy Products 21,840
Prescott, J. L, Co $117,180
Dazzle Bleach 112,800
Dazzle Starch 4,380
Pridham-Davis $21,820
Optometrists 21,820
Prince Macaroni Co. $94,690
Macaroni 61,420
Spaghetti 33,270
522,450
217,720
Purity Baking Co $70,990
Bakery Products 70,990
Purity Biscuit Co $32,850
Town House Crackers
& Cookies 32,850
Procter & Gamble Co. $17
American Family
Detergent
American Family
Soap
Biz Liquid
Detergent
Big Top Peanut
Butter
Camay Soap
Cheer
Comet
Crest 2
Crisco
Dash 1
Dreft
Drene Shampoo
Duz
Fluffo
Gleem 1
Ivory Bar Soap-
Laundry
Ivory Flakes 1
Ivory Snow
Ivory Toilet Soap ....
Jif Peanut Butter ....
Joy 1
Lava Soap
Lilt Home
Permanent
Oxydol
Pin-It Home
Permanent
Prell Shampoo ...
Secret Cream
Deodorant
Secret Home
Permanent ,
Shasta Shampoo
Spic & Span
Tide
Velvet Blend
Shampoo
Whirl Liquid
Shortening
Zest Beauty Bar
29,140
61,570
633,770
109,560
783,770
400,960
2,818,170
25,100
1,693,880
134,980
213,270
743,500
147,610
1,609,620
15,680
1,024,660
751,390
15,720
47,650
1,785,900
1,288,630
201,570
774,220
7,210
226,030
Q
Q-Tips, Inc $67,910
Q-Tips Cotton Swabs 67,910
Quaker City Choc. & Conf.
Co $200,130
Good & Plenty Candy 200,130
Quaker Oats Co $619,200
Aunt Jemima Corn
Meal 18,640
Aunt Jemima Flour 6,060
Aunt Jemima Pancake
Mix 49,420
Aunt Jemima Waffle
Mix 13,820
Corn Bread Mix 394,450
Ful-O-Pep Feed 15,720
Masa Harina Tortilla
Mix 2,920
Puffed Rice 710
Puss N Boots Cat Food . 28,380
Quaker Oats 45,890
Various Cereals 43,190
Quaker State Oil Refining $101,050
Quaker State Gas 10,670
Quaker State Motor
Grease 870
Quaker State Oil 89,510
Quality Bakers of America $424,290
Breads 180,570
Butterkrust Bread 33,360
Schott's Hollywood
Bread 3,380
Stroehmann's Bread 18,760
Sunbeam Bread 185,350
V-10 Protein Bread 2,870
RCA Dealers $96,180
27,390 RCA Air Conditioners 240
RCA Appliances 9,670
RCA Radios 750
RCA TV Sets 48,800
Whirlpool Appliances 36,720
3,730
9,170
991,250
513,820
39,860
36,930
139,020
R. J. Oil & Refining Co $31,070
500 Gasoline 31,070
RKO Radio Pictures, Inc $67,970
Movie Publicity 67,970
RAD Products Co $34,150
Rad White Crystal
Bleach 34,150
Radiart Corp $164,260
CDR Rotor Antennas 164,260
Radio Corp. of America $1,407,130
RCA Appliances 1,110,100
RCA Radio & TV Sets .... 297,030
Progress Brewing Co. $30,040 Rainbo Bakers $104,000
Progress Beer 30,040 Rainbo Bread 104,000
Proctor Electric Co. $755,360
Ironing Board 39,940
Proctor Appliances 702,510
Zedalon Iron Board
Covers 12,910
Professional Laundry Assn. $38,650
Laundry Services 38,650
Progresso Foods $86,580
El Progresso Foods 75,750
Spices 10,830
Prudential Ins. Co.,
of Amer $65,810
Public Loan Co $23,760
Loans 23,760
Pure Laboratories, Inc $77,080
Byvirol 77,080
Pure Oil Co $201,360
Anti-Freeze 300
Gas & Oil 200,090
Tires 970
Purex Corp., Ltd $139,180
Beads-O-Bleach 1,080
Old Dutch Cleanser 17,160
Protex Soap 115,250
Purex Bleach 300
Sweetheart Soap 5,390
Puritan Mills $20,760
My-T-Pure Flour 20,760
Ralston-Purina Co $1,143,750
Chicken Startina
Feed 2,600
Instant Ralston
Cereal 21,710
Poultry Feeds 6,110
Purina Chows 157,060
Purina Dog Chow 714,570
Purina Feeds 7,180
Ralston Cereals 141,220
Ry-Krisp 93,300
Rancho Soup Co $37,560
Rancho Soups 37,560
Ransom Insurance Co $59,750
Rath Packing Co $790,620
Canned Meats 64,840
Chopettes 320,630
Frozen Meats 15,640
Meat Products 389,510
Rayco Mfg. Co $721,530
Auto Convertible Tops .... 24,700
Auto Seat Covers 696,830
Ray-O-Vac Co $88,040
Page 176
April 8, 1957
Broadcasting • Telecasting
Hey ma... he needs advice
There are many times when you need advice
on fire insurance. The best man to see is your
independent local agent--an expert. You can be
sure of his personal attention to your problems.
It is the business of a Capital Stock Company
agent or broker to see that you get the proper
insurance coverage. He is one of 200.000
independent local agents and brokers in business
for themselves, to serve you.
Your local agent is nearby. He's handy when
you need him fast. You can talk to him any
time. He will see that you have the right kind
of insurance and the right amount, whether
it's fire or any other insurance.
So for quality insurance service, see your in-
dependent local Capital Stock Company agent.
NATIONAL BOARD OF FIRE UNDERWRITERS
A Service Organization Maintained by 220 Capital Stock Fire Insurance Companies
For quality, look for tkis sym-
bol. Only an independent
Capital Stock Company agent
B5 John St., New York 38, N. Y. • 222 W. Adams St., Chicago 6, 111. • 465 California St., San Francisco 4. Calif. or broker may display it.
Broadcasting • Telecasting
April 8, 1957 • Page 177
B/W Studio
Here's the only
A
Special Effects, Montage, etc.
Applicable anywhere in TV system
Meets highest performance standards
Crosstalk better than 55 db clown.
Ideally suited to studio, master
or transmitter control.
Switch action makes all contacts
simultaneous within one milli-
second.
Holds differential
0.1 db.
gain within
Limits differential phase to below
0.1 degree.
Perfect input match to 75 ohm"
line . . . requires no high fre-
quency compensation . . . flat to
7mc.
Module design permits 10 or 15
inputs and 2, 4 or 6 outputs
per switch.
10 x 6 switch requires only 21"
of rack space . . . Controls grouped
for easy identification and oper-
ation.
Page 178 • April 8, 1957
Broadcasting • Telecasting
proven TV switching system
for all color and monochrome!
New Philco switch provides centralized — transientless— control of
simultaneous color . . . coded-color . . . monochrome for studio control, master control or transmitter
B
efore you expand station facilities or update
present equipment . . . get the facts on simultaneous
switching from Philco. This new switch offers sig-
nificant savings over other systems in requirements
for video processing equipment . . . handles TV
color or monochrome — composite or non-composite
— by remote control.
Only the new Philco switching system permits
use of a single color or two colors alone. The
scope of special program effects is greatly increased
since switching can be accomplished before the
signal has been color coded.
Audio switching, sync insertion, tally-lights and
change from color to monochrome may be easily
interlocked with video switching. Low voltage DC
Relays eliminate costly video cabling. This new
switching system has been proven over thousands
of hours of operation on RGB and composite
switching. Life tested for more than a million switch-
ing cycles without maintenance or failure.
SEE THIS SWITCH AND THE COMPLETE CINESCANNER SYSTEM DEMONSTRATED AT NARTB,
CONRAD HILTON HOTEL, CHICAGO, APRIL 7-11, BOOTH #11
PHILCO. CORPORATION
GOVERNMENT AND INDUSTRIAL DIVISION
Philadelphia 44, Pennsylvania • In Canada — Philco Corporation of Canada Limited, Don Mills, Ontario
Broadcasting • Telecasting
April 8, 1957 • Page 179
1956 TV SPOT SPENDING BY BRAND
Read Co.— Squirt Co.
Ray-O-Vac Batteries 88,040
Read, J. L, Co $28,330
Reads Potato Salad 28,330
Reader's Digest Assoc. $744,990
Reader's Digest
Magazine 744,990
Ready-To-Bake Foods $40,550
Puffin Biscuits 40,550
Realemon-Puritan Co $55,190
Lemon Juice 51,940
Prune Juice 3,250
Red Bud Food Stores $26,610
Red Cap Refresher Co $26,000
Red Cap Refresher 26,000
Red Dot Food Co $35,590
Potato Chips 35,590
Reddi-Wip Mfg. Co $74,300
Whipped Cream 74,300
Redi-Maid Co $37,300
Redi-Maid Orange Juice 37,300
Reeses, Inc $50,530
Candy 50,530
Regal Pale Brewing Co. $412,550
Regal Pale Beer 412,550
Rehrig Mfg. Co $20,600
White House Salad
Dressing 20,600
Reilly, Wm. B., & Co., Inc. $758,720
Luzianne Coffee Inst 59,150
Luzianne Coffee
Inst Reg 415,340
Luzianne Coffee Reg. .. 284,230
Remco Industries $39,710
Electric Toys 39,710
Renaire Corp $74,110
Food Freezer Plan 74,110
Renken, M. H., Dairy $35,070
Milk Products 35,070
Republic Furniture Co $31,660
Furniture 31,660
Republican Party $774,130
Revlon, Inc $1,817,870
Aquamarine Spray
Mist 27,790
Clean N Clear Facial
Cream 370
Cosmetics 669,310
Hi&Dri 1,900
Intimate Cologne 36,910
Lipstick 21,230
Nail Polish 142,420
Satin-Set Pin Curl
Spray 266,200
Silicare Baby Lotion ... 24,070
Silicare Hand Lotion. ... 8,230
Silken Net Hair Spray 612,730
Sun Bath Tanning
Lotion 6,710
Rexall Drug Co./Dealers $178,060
Rexall Drugs 178,060
Reynolds, R. J., Tobacco
Co $1,952,760
Camel 680,690
Cavalier 292,320
Prince Albert Pipe
Tobacco 1,470
Salem 171,320
Winston 806,960
Rheas Bakery $56,250
Baked Goods 56,250
Rheem Mfgr. Co $42,560
Air Conditioners 7,620
Rheem Water Heaters 2,680
Stoves 31,350
Wedgewood Range 910
Rich Products Corp $30,880
Ice Cream 30,880
Richman Brothers Co $154,700
Clothing 154,700
Richfield Oil Corp $543,010
Richfield Gas & Oil 543,010
Richter's Bakery $23,400
Butter Krust Bread 23,400
Ringling Bro. Barnum &
Bailey $20,150
Circus 20,150
Ritchie, Harold F., Inc. $2,341,660
Brylcreem 1,913.500
Eno Effervescent 155,460
Scott's Emulsion 272,700
Riviera Mfg. Co. $40,390
Riviera Sofa Beds 40,390
Roberts, Rev., Oral $460,780
Religion 460,780
Roberts Dairy Co $45,150
Dairy Products 45,150
Robilio & Cuneo Co. $50,270
Ronco Macaroni 18,200
Ronco Spaghetti 32,070
Rockwood & Co $76,550
Rockwood Chocolates 76,550
Rogers Jewelry Co $32,510
Jewelry 32,510
Roman Cleanser Co $23,700
Roman Cleanser Bleach 23,700
Roman Meal Co $22,910
Roman Meal Bread 4,320
Roman Meal Cereal 18,590
Ronzoni Macaroni Co. $281,070
Macaroni 281,070
Rosen Raymond Co. $78,340
RCA Products 78,340
Roto Broil Corp. of Amer. $305,090
Rotisseries 305,090
Roto-Rooter Corp $269,920
Plumbing Tool 269,920
Royal Baking Co $45,920
Baked Goods 45,920
Royal Window Co $30,730
Storm Windows 30,730
Royster, F. S., Guano Co. $44,910
Fertilizer 44,910
Rubinstein Helena, Inc. $54,810
Cosmetics 32,590
Naildress , 15,400
Reducing Aid 6,820
Rudy's Sausage Co $22,040
Meats 22,040
Ruppert, Jacob, Brewery $489,400
Knickerbocker Beer 454,140
Ruppert Beer 35,260
Russell-Miller Milling Co. $21,390
American Beauty Flour 19,080
Occident Flour 2,310
Rust-Oleum Corp $54,040
Rust-Oleum Rust
Preventive 54,040
s
S. 0. S. Co $23,020
SOS Soap Pads 22,050
Tuffy 970
S. S. S. Co $223,070
Neurabalm 13,060
S. S. S. Tonic 210,010
S & W Fine Foods, Inc. $28,820
Food Products 28,820
Safeco Insurance Co. $44,440
Safeway Stores, Inc. $978,430
Bel-Air Frozen Juices 22,790
Captains Choice Frozen
Fish 15,690
Cragmont Beverages ... 9,880
Dairy Products 780
Candy 3,890
Foods Stores 694,880
Guthrie Cookies 5,190
Jane Arden Cookies 5,840
Lucerne Milk 3,900
Meats 38,110
Poultry 42,860
Royal Satin Shortening 860
Scotch Treat Lemonade 1,260
Skylark Bread 130,160
Sunny Bank Margarine ... 1,950
Whitney Frozen Foods 390
Salada Tea Co., Inc. $1,006,600
Salada Tea 1,006,600
San Giorgio Macaroni Co. $58,570
Macaroni 58,570
San Joaquin Baking Co. $72,020
Rainbo Bread 72,020
Sanitary Dairies $48,970
Dairy Products 48,970
Santa Clara Packing Co. $35,480
Canned Salad 31,670
Fruits 3,810
Santa Fe Vintage Co. $132,810
Sante Fe Wine 132,810
Sardeau, Inc $717,840
Sardo Bath Oil 717,840
Sardis Enterprises, Inc. $23,900
Sardis Sauce 23.900
Sauer, C. F., Co $23,210
Duke's Extracts 6,570
Duke's Mayonnaise .. . 1,960
Duke's Salad Dressing 13,660
Duke's Spices 1.020
Sawyer's, Inc $42,740
Viewmaster 42,740
Scandinavian Airlines $26,160
Schaefer, F & M,
Brew. Co $648,040
Schaefer Beer 648,040
Schaffer Baking Co $27,380
Bread 27,380
Scheidt, Adam, Brewing
Co $65,910
Rams Head Ale 8,790
Valley Forge Beer 57,120
Schlitz, Jos. E., Brewing
Co $638,370
Schlitz Beer 638,370
Schlitz Distributors $57,040
Schlitz Beer 57,040
Schluderberg, W..-T. J.
Kurdle Co $110,710
Esskay Meats 110,710
Schmidt, Jacob, Brewing
Co $126,480
Schmidt Beer 126,480
Schmidt, G., & Sons, Inc. $268,830
Ale 63,720
Beer 205,110
Schoenling Brewing Co. $346,230
Beer 346,230
Scholl Mfg. Co., Inc $54,370
Dr. Sertoli's Foot
Remedies 54,370
Schonbrunn, S. A., &
Co., Inc $281,780
Savarin Coffee Reg 281,780
Schott's Bakery $26,930
Bread 26,930
Scott Paper Co $229,510
Cut-Rite Wax Paper , . 86,910
Scotkins 10,950
Scott Tissue 62,230
Scott Towels 7,460
Scottie Tissues 46,560
Soft-Weve 14,100
Wonder Wrap 1,300
Scudder, Laura Food Co. $41,990
Animal Crackers 10,400
Mayonnaise 530
Peanut Butter 1,300
Potato Chips 18,840
Various Foods 10,920
Scripto, Inc $256,630
Scripto Pencils 241,050
Scripto Pens 15,580
Seaboard Finance Co $52,690
Loans 52,690
Seabrook Farms, Inc. $227,880
Seabrook Frozen Foods 227,880
Seager, Helaine, Co. $3,096,150
Drops of Gold 358,260
Majitinge/Tinge 597,980
Pink Ice Cosmetics 1,993,530
Tint-N-Set 146,380
Sealy Mattress Co./Dlrs. $795,680
Sealy Mattresses 795,680
Sears Roebuck & Co. $350,250
Stores & Mail Order 317,250
Allstate Insurance 33,000
Seeck & Kade, Inc $302,490
Pertussin Cough
Remedy 302,490
Seeman Brothers, Inc. $110,580
Airwick 41,970
White Rose Coffee
Reg 1,540
White Rose Tea Reg 67,070
Skillern's Drug Co $38,270
Drug Chain 38,270
Skinner Mfg. Co $31,400
Raisin-Bran 7,460
Skinner's Macaroni 23,940
Slenderella Co $399,180
Reducing Salons 399,180
Slumberland Products Co. $38,290
Mattresses 38,290
Smith Brothers, Inc $320,980
Cough Drops 320,980
Smith, J. Allen, Co $35,790
White Lily Flour 35,790
Smith Corona, Inc $23,170
Typewriters .... 23,170
Selchow & Richter $73,460 Smith-Douglas Co., Inc. $29,590
Games 47,520
Scrabble 25,940
Serta Assoc.,
Inc. /Dealers $295,440
Fertilizer 29,590
Smith Oil & Refining Co. $36,390
Gas & Oil 23,870
Gulf Oil Prods 12,520
Mattresses 295-440 Smokey Joe's $45,650
Servel, Inc $57,850
Servel Appliances 57,850
Seven-Up Co./Bottlers $1,201,450
Seven-Up 1,201,450
Shaler Co $92,640 Socony Mobil Oil
Rislone Oil Additive 92,640 Co. Inc.
Barbeque Beans 29,780
Barbecue Sauce 8,030
Bar-B-Q Beef Sandwich,
Frozen 7,840
Sheaf fer, W. A., Pen Co. $125,610
$1,228,650
Mobilgas & MobiloiL . 1,228,650
Sheaffer Pens'.. 125^610 Southern Brewing Co. $26,070
SB Ale 7,660
SB Beer 18,410
Southern California Gas $68,840
Servel Appliances 27,800
Utilities 41,040
Sheffield Farms $22,160
Dairy Products 22,160
Shell Oil Co $2,000,220
Shell Gas & Oil 2,000,220
Sheraton Furniture Co $23,400
Shulton, Inc $26,890
Bronztan 6,820
Old Spice Products 20,070
Shwayder Bros., Inc $26,060
Samsonite Luggage 26,060
Sicks Seattle Brewing &
Malting Co $185,760
Rainier Beer 185,760
Sidles Co $28,600
Antennas 1,510
Appliances 1,690
Chrysler Air
Conditioners 2,090
RCA Estate Ranges 520
RCA TV Sets 17,680
So. Calif. Plastering Inst. $43,200
Plasterers 43,200
Southern Pacific Co $33,350
Rail Travel 33,350
Southern Union Gas Co. $20,620
Appliances 7,800
Natural Gas 12,820
Southland Coffee Co. Inc. $26,370
Bailey Supreme
Coffee Ins 1,090
Bailey Supreme
Coffee Ins./Reg 21,270
Bailey Supreme
Coffee Reg 1,090
Chicafe Inst./Reg 2,920
Sieberling Tires 1,910 Sparklett's Drinking Water $67,340
Whirlpool Washer &
Dryer 3,200
Siegler Corp $33,050
Gas Heaters 2,600
Water 67,340
Spaulding Bakeries Co. $27,170
Oil Heaters 30,450
Signal Oil Co $81,000
Signal Gas & Oil 81,000
Simmonds Upholstery Co. $147,480
Reupholstering 113,080
Upholstering 34,400 Speed Queen Corp $100,320
Speed Queen
Baked Goods 27,170
Spearman Brewing Co $31,770
Spearman Ale 20,950
Spearman Beer 10,820
Special Foods, Inc $43,520
Jays Potato Chips 43,520
$1,140,020
. 1,140,020
Simmons Co./Dealers
Simmons Mattresses
Simon, Wm., Brewery Co. $35,740
Ale 11,930
Beer 23,810
Simoniz Co $537,180
Ivalon Sponges
Simoniz Body Guard
Simoniz Floor Wax &
Polish
Simoniz Furniture
Polish
Simoniz Hi-Lite Polish
Simoniz Polishes ....
Simoniz Waxes
Vista
Appliances 6,580
Speed Queen Dryers 7,990
Speed Queen Ironers 2,310
Speed Queen
Washing Mach 83,440
Speedway Petroleum
Corp $155,640
Speedway 79 Gas 155,640
Sperry Candy Co $23,720
Candy 23,720
Sperry & Hutchinson $27,450
Green Trading Stamps .... 27,450
227,850 Sperry-Rand, Inc $232,100
54,120 institutional 440
112,950
34,970
47,810
870
56,770
1,840
Sinclair Refining Co.
Sinclair Gas S Oil
$675,460
Singer Sewing Machine Co. $66,930
Singer Sewing Machines 66,930
6 O'clock Foods, Inc $29,190
7-Minute Products 29,190
Skelly Oil Co $139,440
Skelgas & Oil 139,440
Remington
Electric Shaver 207,860
Typewriters 23,800
675,460 Spriggs, R. E., Co $290,880
A-l Ale 83,970
Champale 17,860
Coor's Beer 31,100
Country Club Stout 128,670
Goebel Beer 29,280
Squirt Co./Bottlers $177,670
Squirt Mixer 15,920
Page 180 • April 8, 1957
Broadcasting • Telecasting
ASMP MUSIC
Sells the Main
© Editor's
Corner
Now for 7(,e Pi„a
Poll,
<
Ul
to
Some ] oon ™ y ,,nSte of the caS, I ■} has been
«* ■^^^rJS" a b00k,et
the fetter lare ™ ]ess Zn 1%^ t"lelodic ^oriels
But it is jj,- * #
»"at^S5"^^fe *— The,
would seem tnw h*vea^ familiar n ■ : APParel "
::=j!fR
"Reprinted by permission of
trie SUPERMARKET NEWS"
in Butter" 'Chicken Fo
The ' • . mush™om so^
--'-Mm H. Handler
AMERICAN SOCIETY OF COMPOSERS, AUTHORS AND PUBLISHERS
575 Madison Avenue, New York 22, New York
Broadcasting • Telecasting
April 8, 1957
• Page 181
1956 TV SPOT SPENDING BY BRAND
Standard Brands— Ward Drug
iquirt Soft Drink 161,750 Stern Bros. Plumbing Co. $23,400
Standard Brands, Inc. $1,512,780 plumbinS SuPP|ies 23'400
Blue Bonnet
Margarine .. 111,180
Chase & Sanborn
Coffee Inst 133,520
Chase & Sanborn
Coffee Inst./Reg.
Chase & Sanborn
Coffee Reg
Fleischman's Yeast
Hunt Club Dog Food
Kendall Cat Food ....
Kendall Dog Food 219,400
Tenderleaf Tea Reg. .
Standard Brewing Co.
Erin Brew Beer 340,330
Standard Ale 7,350
Standard Beer 13,020
Standard Food Markets $143,610
Stern, S. R. Labs $41,970
Duets 41,970
Stewart-Warner Corp $132,870
Alemite Lubricating
Systems 127,890
South Wind
Car Heaters 4,980
Stewart's, Inc $42,270
Mayonnaise 3,380
Potato Chips 13,050
Stewart's Cookies 25,840
191,120 Stokely-Van Camp, Inc $916,270
$360,700 Honor Brand
12,830
2,550
34,030
803,600
4,550
Frozen Foods 14,710
Pictsweet Frozen Foods . 9,720
Tenderoni Macaroni 13,820
Van Camp
Canned Foods 878,020
Sweets Co. of
America, Inc $97,930
Tootsie Rolls 97,930
Swift & Co $1,091,940
All Sweet Margarine . 1,360
Brown N Serve Rolls.... 3,590
Brown N Serve
Sausage 14,710
Butter 450
Cheese 7,360
Dairy Products 8,210
Frozen Chicken 9,170
Frozen Foods 73,510
Frozen Meats 309,160
Hams 94,160
Honey Cup 580
Ice Cream 113,380
Jewel Salad Oil
16,360
Humpty Dumpty
Food Mkts 146,610 Stop & Save Trading
Stamp $75,500
Standard Grocery Co $46,440
Foods 46,440
Standard Knitting Mills $30,310
Healthknit Underwear .... 30,310
Standard Mattress Co $20,780
Gold Bond Mattresses ..... 20,780
Trading Stamps 75,500
Storz Brewing Co $135,020
Beer 135,020
Jewel Shortening 10,920
Martha Logan
Cooking Schl 8,380
Meat Products 324,550
Pard Dog Food 11,150
Poultry 45,430
Table Ready Meats .... 36,800
Vigoro Fertilizer 2,710
Standard Milling Co $43,640
Ceresota Flous 4,960
Potato
Strietmann Biscuit Co $143,750
Cookies & Crackers 143,750 J
Heckers' Hour 38|680 Stroehmann Brothers $37,830 Tab|e Ta|k pje C(J $94,160
Bread 3/,»3U Pastry 94,160
Stroh Brewing Co $401,260
Stroh Beer 401,260
Standard Oil Co. of Calif. $474,410
Calso Gas 257,310
Chevron Gas 122,200
RPM Oil 94,900
Standard Oil Co, of Canada $21,280
Gas & Oil 21,280
Standard Oil Co. of Ind. $1,247,170
Standard Gas & Oil .... 1,247,170
Studebaker-Packard
Corp $653,210
Packerd Cars 253,750
Studebaker Cars 395,610
Studebaker Trucks 3,850
Standard Oil Co. of Ohio $537,540 Stuhmer Baking Co $35,490 TaTmPa. Fl.°';ilda Brewefy
Tafon Distributors, Inc $821,950
Avatrons 48,800
Kobar 11,970
Peels 98,980
RX 30 11,340
Tafon 640,620
Triplehist 10,240
$37,130
Boron Gasoline 5,720
Sohio Gas & Oil 530,390
Tires 1,430
Standard Oil Co. of Texas $34,040
Chevron Gasoline 34,040
Star-Kist Foods, Inc $62,520
Bread 35,490
Sugardale Provision Co $38,840
Meats 38,840
Sullivan, R. G., Inc $72,390
Dexter Cigars 41,790
7-20-4 Cigars 30,600
Tropical Ale 3,030
Tropical Beer 34,100
Tanney's, Vic, Gym $263,010
Gymnasiums 263,010
Tasty Baking Co $93,640
Tasty Kake 93,640
Slt^mf ««n Sun Drug Co $123,760 Taylor-Reed Corp $142,420
Star-Kist Tuna 53,830
State Farm Insurance Co. $42,950
State Line Potato Chip Co. $59,660
Potato Chips 59,660
Statler Tissue Corp $67,920
Statler Paper 2,380
Statler Tissues 11,170
Towels 54,370
Stauffer System $23,900
Figure Control 23,900
Stegmaier Brewing Co $201,900
StegmaierAle 15,860
Stegmaier Beer 186,040
Sterling Breweries, Inc. ..$137,880
Beer 137,880
Sterling Drug, Inc $8,823,300
Bayer Aspirin 2,994,960
Bayer Aspirin-
Children's 17,680
Campho-Phenique 17,340
Dr. Caldwell's
Laxative 229,530
Dr. Lyon's Dentifrices 635,830
Double Danderine 114,640
Energine 438,390
Fizrin 1,178,190
Fletcher's Castoria .... 141,970
Haley's Boostered
Aspirin 101,280
Haley's M. 0 851,930
Instantine 145,400
Ironized Yeast 149,900
Molle Shaving Soap ... 288,090
Pepsomar 172,080
Phillips Milk
of Magnesia 1,262,070
Phillips Milk of Mag-
nesia Toothpaste .... 39,160
Z. B. T Baby Powder... 44,860
Drug Products 123,760
Sun Oil Co $63,020
Sunoco Gas & Oil 63,020
Sun Ray Drug Co $128,700
Drug Stores 128,700
Sunbeam Bakeries $22,320
Sunbeam Bread 22,320
Sunbeam Corp $21,070
Cocoa Marsh 75,1
E-Z Pop Popcorn 17,520
Q-T Instant Frosting .... 49,720
Tea Council of U.S.A $965,710
Tea Promotion 965,710
Tenilhist Co $79,450
Nose Spray 20,290
7 Day Wonders 5,560
Tenilhist Cough Syrup 53,600
Sunbeam Appliance Tem, Haute Brewjng Co %m m
Sunieam Appliances 1.1 Champagne Velvet Beer 116,040
Sunbeam Power Mower . 18,510 Terry Foods Co. $113,630
Sunnyvale Packing Co $26,640 Terr^ Frozen Foods 113.630
Aunt Penny's Tesco Chemical Co $35,410
Insecticide 31
TesTed '. 3,570
White Sauce 26,640
Sunshine Biscuit Co $810,070
Cookies & Crackers 810,070 jetley Tea Co., Inc $72,860
Super Valu Stores $30,840 Tetley Tea Regular 72,860
Food Stores 27,080 Texas Co. $169,090
Super Markets 3,760 Texaco Gas & Oil 169,090
Superior Feed Mill, Inc. $77,060 jexas Electric Service Co. $65,490
Superior Poultry Ljght & Power 65,490
& Stock Feed 77,060 _ . m . '„„„
. „ . . „ Texas Lumber Mfg. Assn. $84,090
Superior Provision Co $103,900 Southern Yellow
Meats 103,900 Pjne Lumber 84.080
Supplee-Wills-Jones Milk $55,390 Texas state „ tjca| Co $71 31„
Chocolate Mi k 2,860 optical Service 71,310
Dairy Products 6,850
|ce Cream 40,740 Texize Chemical Co $236,610
Sealtest Ice Cream "ZZ 4^940 Texize Detergent 6,320
Surgitube Products Corp $36,660
Surgitube Bandage 36,660
Sutton, 0. A., Inc $20,203
Texize Household
Cleaner 195,860
Texize Pine Oil 26,500
Texize Starch 7,930
Vornado Air Conditioner.. 20,200 ThomaSi s g ,nc $201,240
Sweet-Orr Co., Inc $26,770 English Muffins 1,620
Work Clothes 26,770 Protein Bread 199,620
Thorp Finance Corp $36,910
Loans 36,910
Thrift Drug Co $139,320
Drug Products 139,320
Tidewater Associated Oil $314,220
Tydol & Veedol 314,220
Tidy House Products Co. $66,500
Blu-Glostex 11,590
Dexol Bleach 11,810
Gloss Tex 17,960
Perfex Cleaner 12,590
Shina-Dish 12,550
Time, Inc $146,910
Life Magazine 94,330
Time Magazine 52,580
Tipon Corp $28,020
Tipon 28,020
Tobin Packing Co., Inc. $35,370
Arpeako Meats 7,010
First Prize Meat Prod 28,360
Top Value Enterprises $1,041,480
Top Value
Trading Stamps 1,041,480
Townley Dairy $73,049
Dairy Products 73,040
Toy Guidance Council $92,720
Toys : 92,720
Trans American Air Lines $82,690
Transogram Co., Inc., $26,400
Toys 26,400
Triangle Sewing Mach. Co. $53,230
Triangle Sewing Machines 53,230
Tri-Nut Co $24,790
Tri-Nut Margarine 24,790
Tri-State Appliance Co $62,020
Appliances 62,020
Troll Enterprises $62,390
Easy-Add 62,390
Tru Craft Hosiery Co $53,930
Hosiery 56,930
Turner-Smith Drug Co. $23,400
Goldoxin 20,150
Poundex 3,250
Tuxedo Candy Co. $22,840
Roxbury Candy 20,670
Tuxedo Candy 2,170
u
Uneeda Doll Co $21,910
Dolls 21,910
Ungar Electric Co $23,900
Snippy Electric Scissors . 23,900
Union Mortgage Co $31,400
Institutional 31,400
Union Oil Co., of Calif. $22,860
Royal Triton Motor Oil ... 22,860
Union Pacific Railroad $137,810
United Fruit Co $116,990
Bananas 116,990
United Fuel Gas Co $82,460
Household Appliances .... 82,460
United Gas Co. $53,190
Appliances 10,230
Gas 12,330
Utilities 30,630
United Oil Co $21,410
Gas & Oil 21,410
U. S. Borax &
Chemical Corp $1,097,930
Boraxo 292,080
Twenty Mule Team
Borax 805,850
U.S. Industrial Chem $44,430
Super Pyro Anti-Freeze . . 42,590
U.S.I. Anti-Freeze 1,840
U.S. Rubber Co $277,650
Boosters 2,420
Kedettes 780
Keds 255,080
Koylon Foam Rubber
Mattress 1,800
U. S. Royal Tires 17,570
U. S. Tobacco Co $524,430
Encore 482,580
Sano 41,850
United Vintners, Inc $228,990
Italian Swiss Colony
Wine 61,060
Margo Wine 15,400
Petri Wines 130,990
Wines 21,540
United-Whelan Stores
Corp $154,440
Stores 77,220
Various Products 77,220
Utah Oil Co $25,180
Gas & Oil 25.180
Utah Power & Light $32,710
Electricity 32,710
Utility Appliance Corp. $76,950
Air Conditioning 7,540
Gaffers & Sattler
Ranges 55,520
Occidental Range 13,890
V
Valley Bell Dairy Co $31,030
Dairy Products 31,030
Valley Forge Distrib. Co. $34,380
Rams Head Ale 21,770
Valley Forge Beer 12.610
Valleydale Packing Co. $239,510
Frosty Morn Meats 114,070
Reelfoot Meats 99,580
Valleydale Meats 25,860
Van's Baking Co $21,460
Van's Bread 21,460
Vernor, James,
Co./Bottlers $157,160
Vernor's Ginger Ale 157,160
Vick Chemical Co. $691,520
Inhalers 9,430
Medimist 3,460
Sof-Skin Hand Cream .... 114,140
Vicks Cough Drops 76,890
Vicks Cough Syrup 21,770
Vicks Throat Lozenges .. 13,080
Vicks Vaporub 399,920
Vicks Vatronol 52,830
Vienna Sausage Co $21,230
Vienna Sausages 21,230
Vim TV & Appliance Stores $65,930
Appliances 48,610
Radio & TV Sets 17,320
Vita Boy Potato Chip Co. $23,730
Vita Boy Potato Chips ... 23,730
Viviano, V., & Bros $23,750
Viviano Macaroni 18,680
Viviano Spaghetti 5,070
w
Wabash Railroad Co $31,630
Wagner, August,
Breweries $76,270
Augustiner Beer 33,170
Gambrinus Beer 43,100
Walgreen Co $508,580
Drug Stores 508,580
Walker's Austex
Chili Co $45,550
Chili 34,150
Meat Products 9,500
Tamales 1,900
Wampole Co $22,610
Bionoid Cold Tablets 22,610
Wander Co $263,300
Ovalmix 33,080
Ovaltine 230,220
Ward Baking Co $848,230
Aun Hannah Bread 15,840
Tip Top Bread 641,990
Tip Top Cakes 159,690
Tip Top Rolls 4,920
Ward's Bread 25,790
Ward Drug Co $52,410
Drug Chain 52,410
Page 182 • April 8, 1957
Broadcasting • Telecasting
Why McCann-Erickson Timebuyer selects
Crosley WLW Stations for "Death Valley Days"
"Cooperation - all kinds of it - that's what you get from the WLW Stations.
Yes, cooperation all along the line from sales representatives, from talent,
from people behind the scenes, from everybody. I can always rely on the
Crosley Station people to help eliminate those
many complexities associated with today's
time-buying. WLW Stations really clean up
those stubborn-as-a-mule time-buying problems.'
J. <Jd.ll c
fa
McCann-Erickson gets cooperation - and
so will you and your products on the WLW
Radio and TV Stations. So before you buy,
always check first with your WLW Stations'
Representative. You'll be glad you did!
WLW
Radio
WLW-T
Cincinnati
WLW-C
Columbus
WLW-I
Dayton
WLW-
Atlanta
Sales Offices: JMew York, Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles, San Francisco UvCO
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas Crosley Broadcasting Corporation, a division of -t
Broadcasting
Telecasting
April 8, 1957 • Page 183
HURRY! HURRY!
HURRY!
GET YOUR TICKETS TO
RADIO PIONEERS'
DINNER
WEDNESDAY EVENING, APRIL 10, 1957
7:30 P. N.
WALDORF ROOM, CONRAD HILTON HOTEL
Speaker, just returned from South African trip:
Frank J. Starzel, General Manager, The Associated Press
DINNER TICKETS ON SALE
IN EXHIBIT HALL LOBBY
COME ONE! COME ALL!
You need not be a member to attend. Complete tables may be reserved.
INFORMAL
»e 184 • April 8, 1957 Broadcasting • Telecasting
1956 TV SPOT SPENDING BY BRAND
Warner Bros. — Zippy Products
Warner Bros. Pictures $71,570
Movie Publicity 71,570
Warner-Lambert
Pharma. Co. $5,820,440
Anahist Cough Syrup 4,620
Anahist Nasal Spray 12,840
Super Anahist 2,748,690
DuBarry Light
& Bright 3,980
Hudnut Home
Permanent 14,290
Listerine Antiseptic 1,341,500
Listerine Dentifrice 1,291,060
Quick Home
Permanent 336,030
Richard Hudnut
Cosmetics 67,430
Wate-On Co $27,910
Wate-On 27,910
Watkins Furniture Co. $23,400
Weaver Products $23,690
Spoolies Hair Curlers . 23,690
Weingarten Food Stores $51,820
Welch Grape Juice Co. $523,330
Fruit Of The Vine
Preserves 355,670
Welch Food Products . .. 6,610
Welch Frozen
Grape Juice 20,400
Welch Grape Juice 12,690
Welch Grape Juice 27,670
Welch Grapelade 4,330
Welch Wine 95,960
Wesson Oil &
Snow Drift $1,498,010
Snowdrift 1,438.500
Wesson Salad Oil 59,510
West Disinfecting Co $47,460
CN Disinfectant 31,930
Westpine Deodorant 15,530
West End Brewing Co. $346,060
Utica Club Ale 88,580
Utica Club Beer 257,480
Western Airlines Inc $118,540
Western Cotton Oil Co $31,130
Feeds 31,130
Westfield Mfg. Co $28,450
Columbia Bicycles 28,450
Westgate-Calif. Tuna Pack $32,830
Breast 0' Chicken Tuna .... 32,830
Westinghouse Dealers $30,940
Westinghouse
Various Appliances 30,940
Westinghouse Electric
Corp $156,000
Air Conditioners 39,030
Westinghouse
Appliances 58,510
Westinghouse Ranges .. 970
Westinghouse
Refrigerator 320
Westinghouse
Various Appliances .... 57,170
Weston Biscuit Co $52,450
Crackers & Cookies 52,450
White Castle System $21,350
Chain Hamburger Stands 21,350
White King Soap Co. $184,670
White King Cleaner 2,040
White King Detergent . .. 126,970
White King
Granulated Soap 28,080
White King Toilet Soap 27,580
White, Martha,
Mills, Inc $174,630
Fortune Feed 2,430
Martha White Bread .... 7,080
Martha White
Cake Mixes 25,280
Martha White Coffee
Inst. /Reg 500
Martha White
Corn Meal 34,950
Martha White Flour 103,890
Martha White Jams 500
Whitehouse Co $136,740
Dolls 5,180
Phonograph Records .... 124,910
Super Jet Guns 6,650
Whitman, Stephen F.,
&Son $403,170
Whitman's Candy . 403,170
Wiedemann, George,
Brewing $594,120
Wiedemann Beer 594,120
Wilbert Products Co., Inc. $79,680
Wilbert's Wax 79,680
Wildroot Co., Inc $893,340
Formula No. 2
Hair Tonic 43,860
Help Hair Tonic 7,590
Vam Hair Tonic 176,190
Wildroot Cream Hail Oil 607,200
Wildroot Hair Tonic 58,500
Wilkins, John H., Co., Inc. $32,280
Wilkins Coffee
Inst./Reg 32,280
Wilkins Rogers Milling Co. $56,610
Washington Flour 56,610
Williams, J. B., Co $270,090
Baby's Own 300
Conti Castile Shampoo . 103,460
Kreml Hair Tonic 9,310
Lectric Shave 109,370
Skol Suntan Lotion 47,650
Williams, R. R., Co $56,520
Wash N Dry 56,520
Williamson Candy Co. $119,510
Oh Henry Candy Bars 119,510
Williamson-Dickie Mfg.
Co $90,070
Dickie Work Clothes 81,620
Mens' Sport Clothing . 8,450
Wilson & Co., Inc $312,050
Bak-Rite Shortening 6,930
Canned Meats 15,680
Ideal Dog Food 2,360
Jane Wilson
Canned Meat 8,580
Meats 278,140
Wilson Dog Food 360
Wine Advisory Board $250,190
Wines 250,190
Wine Growers Guild $121,670
Guild Wine 121,670
Winn-Dixie Corp. $24,220
Food Stores 24,220
Winslow Chip Co., Inc $31,140
Winslow's Potato Chips . 31,140
Wisconsin Electric Power $80,830
Electric Service 80,830
Wisconsin Independent Oil $74,330
Gas & Oil 74,330
Wise Potato Chip Co $128,150
Potato Chips 128,150
Wishbone Salad Dressing $48,300
Salad Dressing 48,300
Wood Bros $51,660
H & C Coffee Inst 12,390
H & C Coffee Reg 39,270
Wrigley, William Jr., Co. $999,070
Doublemint Gum 652,040
Spearmint Gum 347,030
Wrigley Stores, Inc $77,990
Various Products 77,990
Wyler & Co. $20,603
Lemonade Mix 19,500
Soup 1,100
Wynn Oil Co $52,360
Lubricants 10,500
Wynn's Oil 41,860
XLNT Spanish Foods Co. $24,760
Fresh Delicatessen
Items 24,760
Young, W. F., Inc. $204,790
Absorbine, Jr 204,790
Youngblood's Poultry
Farms $33,393
Poultry 33,390
Zenith Radio Corp. $123,920
Zenith Radios 19,330
Zippy Products, Inc $91,500
Zenith TV Sets 104,590
Zippy Liquid Starch 91,500
WAKR
listeners
HOOPER RADIO AUDIENCE INDEX
Share of Radio Audience — Akron City Zone
MORNING (7AM-12 NOON)
Monoay thru Friday
JAN. thru MAR., 1957
WAKR 50.2
Station "A"
Station "B"
Station "C"
Station "D"
Station "E"
4.9
13.0
24.2
2.0
2.8
AFTERNOON (12 NOON TO 6 PM)
Monday thru Friday
JAN thru MAR., 1957
WAKR 39.7
■ Station "A" 6.0
Station "B" 13.1
Station "C" 28.9
■ Station "D" 2.3
Station "E" 6.9
NIGHT (6 PM -10:30 PM)
Monday thru Friday
OCT. thru DEC, 1956
WAKR 57.7
9.8
18.4
*
. . . 3.0
Station "A'
Station "B"
Station "C"
Station "D'
Station "E"
■ Cleveland Stations with primary service in Akron
NIELSEN NCS AND PULSE ALSO AGREE THAT WAKR IS A DECIDED FIRST.
Represented Nationally by BURKE-STUART Company, Inc.
• NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO
WAKR - TV • WAKR - RADIO
RADIO-TELEVISION CENTER - 853 Copley Road — Akron 20, Ohio
Broadcasting • Telecasting
April 8, 1957 • Page 185
EDITORIALS
More Serious Than You Think
IT SHOULD be apparent now that low-band vhf television is in
imminent danger. Whatever the protestations of the military, the
warning signals are up — in the published statements of the com-
munications chiefs of Air Force and Navy and in the comments of
members of the FCC before Congressional committees.
The fact that President Eisenhower may not yet have been called
upon formally to consider allocation of a portion of the vhf spec-
trum used by tv to government should not delude Congress, whose
interest is the public, the FCC, whose interest is identical, and the
broadcasters who have not only the public but themselves to con-
sider. If the formal request for an executive order is not now at the
White House, it may be there next week or next month, unless
prompt measures are taken.
We are as interested in our defenses as are military men. But we
are not satisfied with the arbitrary position that the military must
keep all of the broad spectrum range it now occupies and that in
addition it needs all or most of the area now occupied by stations
in channels 2-6. The entrepreneur must justify his use of spectrum
space in the open. The military justifies anything under the cloak
of "security."
Billions in public investment are involved in receivers which
would become half-sets or less if channels 2-6 were pre-empted.
The 200-odd stations now on those channels would presumably be
earmarked for uhf, suffering tremendous losses not only in facilities
but in coverage because of uhf's narrower range.
It is no answer to say that a transition of perhaps 10 years might
be allowed, during which both public and private investors will have
amortized their investments. A decade is a twinkling in the life of a
medium which in less than 10 years represents an investment of
perhaps $20 billion in 40 million receivers and nearly 500 stations.
There appears to be one logical approach. That is the proposal of
Sen. Charles E. Potter (R-Mich.) for an expert staff, possibly work-
ing through a select joint committee of Congress, to undertake a
spectrum utilization analysis covering government (military) as
well as private users. The military could refute the charges that it
is holding substantial vhf space on a "stand-by" basis, if that is the
fact. It could seek to justify its need for tv or other "public" space.
Such a high-level appraisal is essential. Users of public space are
dealing in the dark. If the military needs low-band vhf space, per-
haps it could relinquish as much or more higher band space con-
tiguous to the upper vhf band (chs. 7-13). Perhaps other services,
over a period of years, could exchange space too. Possibly there
could be a continuous tv band beginning at ch. 7 with no distinc-
tion between uhf and vhf. Who knows until the study is made?
There is no national emergency. There is time to plan.
The Shoe Fits
THE QUESTION which will be argued in the aftermath of
"Cinderella" — most intensely, we are sure, among those who
footed the bill — will be whether the elaborate production was
worth its equally elaborate costs.
We venture that the answer will incline toward the affirmative.
If CBS-TV's estimates of a 100 million-plus audience for the
program are correct, Pepsi-Cola and Shulton Inc. made an expensive
but sound advertising buy. If the time and production costs ran to
$650,000, probably a high figure, the cost per thousand viewers
was $6.50.
That is not a spectacularly low CPM, to be sure, but neither is
it spectacularly high. The advertising benefits derived from a
prestige production like "Cinderella" cannot be adequately meas-
ured by cost alone. Obviously the audience liked the show. If our
own reaction may be used as a guide, the audience also liked the
commercials. When they add up the advertising they bought in
"Cinderella," Pepsi-Cola and Shulton should be well satisfied.
As Advertised
NOT unexpectedly, newspapers and magazines are devoting space
and headlines to the Federal Trade Commission's intensified
monitoring of radio and television commercials.
Publications reporting the FTC's complaints against Mentholatum
Co., Whitehall Pharmacal and Omega Chemical Co. [B»T, April 1],
emphasized that they were the first actions resulting from the FTC's
Page 186 • April 8, 1957
radio-tv investigation. The fact that newspaper advertising was
also involved in the complaints was buried.
We may expect more of the same. In the FTC's own announce-
ment of the three actions, the radio-television angle was exploited.
It was exploited further by publications which are in advertising
competition with radio-tv.
This situation is made to order for print media propaganda.
The only way to counter it is through effective counter-propaganda.
Here, in case they are searching for a specific challenge, is a job
for the new public relations officials of the NARTB.
Mr. Chairman(?)
NEVER before has there been so much suspense for so long
about the chairmanship of the FCC. Chairman George C.
McConnaughey's term expires June 30. For months there has been
speculation whether he would seek reappointment.
A few weeks ago, Mr. McConnaughey himself said he had been
offered reappointment, but was undecided. He has confided that
there are personal considerations which might make it desirable
for him to return to private practice of law in his native Ohio,
possibly with office connections in Washington. This may be a
combination of family homesickness, plus a will to recoup family
fortunes after several years of living on government salaries.
As always, it depends upon where one sits whether Mr. McCon-
naughey has performed efficiently and wisely during the two and
one-half years he has served. The very nature of the task — one of
the most onerous and controversial in government — is such that no
chairman of the FCC or its predecessor Federal Radio Commission
has left office without a few chinks in his armor. Certainly Mr.
McConnaughey has fared no worse than most of his recent predeces-
sors and has excelled in recent appearances before Congress — the
acid test.
The FCC's work should not function without a chairman or its I
full complement of seven members even for a short period. There's
the prospect of tie votes on important issues in a sharply divided
commission; indeed in a recent case the general counsel ruled that a
commissioner who had abstained was required under the law to
"break" the 3-3 tie. Appointment of a temporary chairman is
conducive to inefficiency.
A number of men of excellent qualifications are eyeing the FCC.
Most of them are standing by until Mr. McConnaughey makes up
his mind.
Mr. McConnaughey should have the reappointment if he wants
it. If he does not seek it, he should make known his wishes well in
advance of the June 30 expiration to enable the President to make a
careful selection of his successor as a commissioner and to name
the new chairman. Moreover, there is a lapse involved in getting
Senate confirmation. There are only 82 days until June 30. '
Mr. McConnaughey is in Chicago this week for the NARTB
convention. He is on the program twice. Certainly this is the ideal
setting for the announcement, either way, to the nation's broad-
casters— the people most interested in his decision.
Broadcasting • Telecasting
WTCN public service achieve-
ment inspires new award.
FISH STORY . and then some!
Bait your lure with the thrill of fishing a virgin lake
and you can be sure of one thing: fishermen will bite.
And that's exactly the bait our friendly neighbor
Canada used when it decided to go after a share of
Minnesota's rich tourist business (3rd industry in the
state, over $200 million in '56)
Canada's well chosen lure worked, too, until . . .
WTCN Radio-Television, alert to the needs and
problems of the community, planned and backed a
campaign to keep fishermen in Minnesota. Resort
owners throughout the state quickly picked up the
campaign and, divided into area groups, went into a
concentrated drive to find and report uncharted lakes
to the State Department of Conservation. The de-
partment then surveyed, mapped, and named these
new lakes and WTCN Radio -Television publicized
them, gave eager fishermen directions on how to get
to them. Two of the new-found lakes were named in
recognition of this direct and successful public service:
Lake WTCN, and Lake Robertson (for WTCN's
Vice President and general manager Miller Robert-
son.) In fact, so many new lakes were discovered that
the governor ordered a census of lakes which promises
to boost Minnesota from the land of 10,000 lakes to
the land of more than 14,000 lakes!
Year after year, through programs like Stu Mann's
high-rated Minnesota Outdoors . . . through special
campaigns like this one and the "Save the Wetlands"
campaign . . . through annual awards for wildlife art
and photography . . . WTCN Radio-Television serves
up public service with a punch— public service geared
to meet current community needs effectively.
And it pays off: on January 6, 1957 Governor
Orville Freeman (left, above, with Miller Robertson)
presented WTCN Radio-Television the first of a
newly created annual award for outstanding con-
tributions to Minnesota conservation.
WTCN's nearly state- wide coverage helps make
these campaigns a success. The campaigns them-
selves earn new friends and increase listener loyalty.
And that's what pays off for advertisers. Put new
punch in your advertising: call your Katz representa-
tive today for ratings and availabilities.
WTCN
RADIO-TELEVISION
MINNEAPOLIS -ST. PAUL
Represented nationally by Katz Agency, Inc. Affiliated with WFDF, Flint; WOOD AM & TV, Grand Rapids; WFBM AM & TV, Indianapolis.
Rep
it;z>*eA *
| CITY DETECTIVE
Rod Cameron
PASSPORT TO DANGER
Cesar Romero
JANET DEAN, REGISTERED NURSE
Ella Raines
YOU HAD A MILLION
Marvin Miller
■!■
a
i
MAN BEHIND THE BADGE
Charles Bickford
I RACKET SQUAD
| Reed Hadley
.|.....«.
TROUBLE WITH FATHER
tu Erwin and Mrs. Erwin (June Collyer)
OVERSEAS ADVENTURE
James Daly
DATELINE EUROPE
Jerome Thor
Read the titles . . . note the stars . . .
study the fine ratings secured everywhere
by these fine syndicated half-hours. Then
consider that all of these vehicles are
available to you on Channel 9 in Kansas
City — as spot-carriers for minute an-
nouncements, or for half-hour sponsor-
ships.
Seldom has one station in a major mar-
ket come up with such fine syndicated-
film programming as this great new sum-
mer schedule on KMBC-TV.
The Channel 9 six-o'clock kidult film
strip has for 18 straight months been
producing top-ratings in Kansas City
with Cisco Kid, Superman, Sky King,
Wild Bill Hickok and Annie Oakley.
Four of these are in the Nielsen "Top
Thirty'' for December — along with such
fine ABC-TV shows as Conflict, Wyatt
Earp, Rin Tin Tin, Disneyland, Broken
Arrow, DuPont Theatre, the Lone
Ranger and Lawrence Welk. Together
with Highway Patrol, Susie, Code 3, and
Man Called X, they give KMBC-TV a
program line-up which includes 5 OF
THE TOP 10 ... 9 OF THE TOP 15
. . . 15 OF THE TOP 30.
Now, Channel 9 adds to its ABC-TV
rating winners (and such fine KMBC-
TV feature film as the powerhouse David
O. Selznick package) the great properties
illustrated here. Take your choice of
availabilities in these wonderful programs
of adventure, intrigue, comedy and mys-
tery. Your PGW Colonel can give you all
the details!
_ SHERLOCK HOLMES
Ronald Howard
BIFF BAKER, USA
Alan Hale, Jr., Randy Stuart ■ /
ONE WOLF
Louis Hayward
■
IB
See Peters, Griffin, Woodward, Inc. for availabilities.
. . It's easy to see why
the SWING is to KMBC'TV
Kansas City's Most Popular and Most Powerful TV Station
.and in Kaaio, its IVI¥l IBC <U Kansas City— KFRM
Pf.ters. Griffin.
Woodward. »c
£x,tuit\« Narioniil RcpTcfnwtit*
DON DAVIS, President
JOHN T. SCHILLING, Executive Vice Presiden
CEORCE HICCINS, Vice President and
Sales Manager
MORI CREINER, Manager, KMBC-TV
DICK SMITH, Manager, KMBC-KFRM Radi
B ROADCASTING
TELECASTING
:iHE BUSINESSWEEKLY OF RADIO AND TELEVISION APRIL 15, 1957 35* PER COPY
THIS ISSUE:
COMPLETE INDEX PAGE 10
Weaver's plan: Custom-made for top markets Page 31
Eastman heads newly-autonomous ABC Page 39
RCA-NBC answers antitrust charges Page 52
Focus on Chicago: The NARTB Convention Page 82
Weaver unveils plans
New deal for ABC Radio
The NARTB Convention
ing!
How buy the whole Rkhmond
TV Area by Surveyed Facts !
Until now a timebuyer had to figure rating points for
the Richmond, Va., market by projecting the known
metropolitan figures to the unknown Grade B area.
Now you can have the facts — the full facts — about
the entire area when you buy Richmond. And when
you have them, you'll buy WXEX-TV every time.
In conjunction with its regular February survey
of metropolitan Richmond, ARB conducted a spe-
cial 35-county Grade B area survey. Both surveys
were made the same week. Both used the same ARB
super vised-diary technique. Here's what the special
area survey proved — conclusively:
• WXEX-TV leads any other Richmond
station in total area rating points by 33!/3%.
• WXEX-TV leads any other Richmond
station in more quarter hours by 33!/3%.
• WXEX-TV leads any other Richmond
station in total share of audience.
Don't make another buy until you have seen this
area study. For your copy, call Select, For joe or
WXEX-TV. It will open your eyes.
Tom Tinsley, President
NBC BASIC-CHANNEL 8
Irvln G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
Sioux City, Iowa Feb. '57 Pulse Proves:
There's No Contest
in Sioux City Television
KVTV
KVTV
KVTV
KVTV
STATION
B
ALL SHOWS
AH of the top 46
programs on KVTV
— 53 of the top 55
STATION
B
NETWORK
All of the top 38
network Programs
on KVTV
STATION
B
SYNDICATED
All of the top 10
Syndicated film
programs on KVTV
STATION
B
LOCAL LIVE
All of the top 45
local live programs
on KVTV
79% More Audience and look at these quarter-hour wins
All Time Periods
6:00 P.M. to Sign-Off
Sat. - 9:00 A.M. to Sign-Off
Sun. - 10:30 A.M. to Sign-Off
KVTV
395
118
60
52
STATION B
57
0
0
2
DOMINANT
7 Days a Week - Day and Night
Consistent ratings like
these don't just happen
— something makes them
happen. It's that indefin-
able talent that makes a
television station stand
head-and-shoulders
above competition.
Your Katz Man can give
you the facts.
SIOUX CITY, IOWA
CBS-ABC — A Cowles station. Under the same management as
WNAX-570 Yankton, So. Dakota. Don D. Sullivan, Gen. Mgr.
WGR-TV
SELLS
BUFFALO !
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in Januarv and July by Broadcasting Publications, Inc., 1J35
DeSales St., N.W.. Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under act of Maxcn o, 1879.
HllCllivnn w utiiiitin-iii
Easton, Pa.
WDELAM-FM
Wilmington, Del.
WGALAM-FM
Lancaster, Pa.
WKBO
Harrisburg, Pa.
WORK
York, Pa.
WRAW
Reading, Pa.
WEST AM-FM
Foe ton Pa.
WRAKAM-FM
Williamsport, Pa.
INMAN
welcome
AM-FM
WILLIAMSPORT
PA.
NBC
The "Dedication
to Public Service"
that typifies all
Steinman Stations
will be evidenced in
the operation of WRAK.
STEINMAN STATIONS
Clair McCollough, Gen. Mgr.
Representative:
The MEEKER Company, Inc. • New York • Chicago • Los Angeles • San Francisco
Page 4 • April 15, 1957
Broadcasting • Telecasting
closed circuit
MOVING DAY? i;For sale" sign went up
last week on house at 5205 Falmouth Road,
in Westmoreland Hills area of Washington,
D. C, and real estate agency whose sign
it was told inquirer that house would be
available for purchaser's occupancy July 1 .
Present owner: George C. McConnaughey,
chairman of FCC.
B»T
ASKED why he put his house on marker.
Mr. McConnaughey told B»T he and wife
had eye on larger property — also in Wash-
ington— which they were thinking of buy-
ing if they could sell present quarters. He
said there was no connection between ex-
piration date of his term at FCC (June 30)
and July 1 occupancy date he had set for
purchaser.
B»T
BULL MARKET • Spot radio volume so
far this year is running well ahead of last
year's records (biggest in history). Station
representatives informally talk about gains
ranging from 25% to as much as 100% —
though average is believed to be less. If
general economy suffers no relapse, 1957
seems destined to be spot whopper.
B»T
THOSE free plugs that airlines get for
transporting contestants and other prin-
cipals to and from network shows — eye-
sores to many broadcasters as well as view-
ers— will soon be missing from CBS-TV
channels. Network has decided, with some
prodding from affiliates, to eliminate big
visual plug for airlines and substitute more
sedate acknowledgment in "credit crawl"
instead.
BeT
NBC-TV PROSPECTS • Warner-Lambert
Pharmaceutical, New York, understood to
be prepared to spend $5 million on NBC-
TV evening buys. One of shows will be
Tic Tac Dough, which is expected to be
moved from daytime to Thursday 7:30-8
p.m. Other is Restless Gun with John
Payne, Mondays, 8-9 p.m. Sullivan, Stauf-
fer, Colwell & Bayles, New York, is agency.
B»T
GENERAL FOODS, New York, through
Young & Rubicam, planning to plunge
additional $1.5 million in daytime televi-
sion on NBC-TV, with participations on
such shows as Truth or Consequences and
five o'clock comedy strip on same network.
In addition, advertiser plans to increase
some of its daytime buys on CBS-TV.
B»T
VIDEOTOWN REVISITED • Ever since
Cunningham & Walsh, New York, found
plateau in tv viewing apparent at Video-
town last fall, agency had considered drop-
ping annual survey. C & W, however, now
has decided to go ahead with its 10th
Videotown (New Brunswick, N. J.) study.
Canvassing will begin in June and report
will be issued in fall. Survey once again
will trace color development closely. (C&W
Vice President-Director of Research Ger-
ald W. Tasker has predicted color tv will
blossom as major advertising medium in
1958-59.)
B«T
VIDICON tube developments confiden-
tially discussed by engineers touring exhibit
hall at NARTB convention last week in-
dicate that new, improved vidicons are on
way, may reach commercial development
within year. Two phases seen coming for
tv's little workhorse: Increased sensitivity,
approaching some say that of image ortlii-
con; and miniaturization, a half-inch vidi-
con tube (compared to present tube's one-
inch diameter).
B»T
MUSTN'T TOUCH • Chief reason NBC-
TV and CBS-TV are not directly repre-
sented on new all-industry committee to
negotiate new music license agreements
with ASCAP reportedly is fear of their
attorneys that antitrust questions might be
raised if they took hand in negotiating sta-
tion as well as network agreements. So net-
works will negotiate separately, as four
years ago. ABC-TV, however, does have
direct representation on interim (and pre-
sumably will have on permanent) negoti-
ating committee, and CBS-TV and NBC-
TV are represented indirectly through head
of one owned-and-operated station in each
case (see story page 100).
B»T
NEWEST wrinkle in toll tv — not ascribed
to any particular manufacturer — is all-
channel color tv set, with built-in unscram-
bling device which would be rented or sold
to customer on instalment basis. Members
of FCC, ifs understood, informally have
been told about innovation in constantly
mounting campaign for authorization of
experimentation.
B«T
WDAF NEGOTIATIONS • Conversations
looking toward probable sale of WDAF-
AM-TV by Kansas City Star Co. continue
this week or next in New York. Roy Rob-
erts, president of company, will be in New
York in advance of American Newspaper
Publishers Assn. convention April 22-25.
More than dozen important entities — most
of them in combination newspaper-broad-
cast field — are interested in acquisition of
pioneer properties. Indicated price "in ex-
cess of $10 million" [B«T exclusive last
issue] is being talked. While no figures
have been released, it's understood prop-
erties last year netted about $1 million be-
fore taxes; about $500,000 after taxes.
LAST WEEK H. Dean Fitzer, managing
director of W DAF-AM-TV , and, like other
executives in cooperatively-owned Star
Co., member of its board of directors, con-
ferred in Kansas City with number of
broadcasters interested in looking over
properties. He was authorized fortnight
earlier, it is reported, to actively investi-
gate prospects of selling stations, regarded
as among most desirable in Middlewest.
Mr. Roberts last Tuesday stated that while
several offers had been made, none had
been accepted, and that there had been
no decision in price and certainly no final
decision to sell.
B»T
STUMBLING BLOCK? • Possible delay-
in closing of SI. 5 million KOB-AM-TV
Albuquerque deal by Time Inc. with Stan-
ley Hubbard's KSTP Inc.. arose last week,
presumably because of decision of ABC to
oppose continued operation of KOB-AM
property on its I-A 770 kc clear channel
which has been in litigation for nearly two
decades. Mr. Hubbard's agreement with
Time Inc. provides that am facility shall be
equivalent of I-B status with 50 kw day and
25 kw night.
B»T
LOOK for Newsweek to follow in foot-
steps of competitor Time Inc. Understood
publication, controlled by V anderbilt-Har-
riman, is now in preliminary negotiations
for important West Coast combination
radio and tv property.
B»T
MUTUAL & NEWS • In first move aimed
at beefing up its news operations stemming
from new emphasis on music and news
(story page 40), Mutual understood to
have hired Steve McCormick, White House
correspondent who recently has been as-
sociated with Theodore Granik on Youth
Wants to Know and American Forum of
The Air. Mr. McCormick. who will be-
come Washington newscaster, is said to be
first of several newsmen who will join
MBS staff, with network conducting nego-
tiations with several top name newsmen
from other networks.
B»T
RADIO NETWORKS aren't to be out-
done by other segments in cashing in on
resurgent interest in aural medium. ABC's
action last week in setting up autonomous
division under Robert Eastman (story page
39) promises renewed competitive era.
Coupled with Mutual' s new format. NBC's
recent "Hot-Line" innovation and CBS'
new pricing policies, it all means network
powers don't intend to be left behind. De-
tractors will say networks are grasping at
straws; new money going into medium
testifies otherwise.
Broadcasting • Telecasting
April 15, 1957 • Page 5
They all agree
WDGY is the Twin Cities' most listened-to station
. . . every afternoon, Saturdays included
That's what the latest Pulse says. That's what the latest
Hooper says. That's what the latest Trendex says. In fact,
Trendex places WDGY first in the morning, after-
noon and all-day.
Plenty of local and national advertisers are expressing
their agreement, too.
Pulse gives WDGY an average rating of 6.0 (7 a.m.-7 p.m.
Mon.-Fri.). Whatever report you like best, you can
use it to buy prime availabilities in WDGY's many first-place
segments through the day.
Let Blair bring you up to date on what Storz Station pro-
gramming has done to Twin Cities' radio listening.
Or, talk over the new figures (and what they mean) with
WDGY General Manager Steve Labunski.
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WDGY
50,000 watts
MINNEAPOLIS-ST. PAUL
TODD STORZ,
President
KOWH
Omaha
WTIX
New Orleans
Represented by John Blair & Co.
Represented by Adam Young Inc.
Page 6 • April 15, 1957
Broadcasting • Telecasting
at deadline
FTC Prodded by Sen. Magnuson
To Push Commercial Monitoring
SEN. Warren G. Magnuson (D-Wash.) Friday
told Federal Trade Commission to intensify
monitoring of radio-tv commercials. He issued
request to FTC Chairman John W. Gwynn in
session of Senate Appropriations Subcommit-
tee on Independent Offices, of which Sen. Mag-
nuson is chairman.
Mr. Magnuson reminded Mr. Gwynn that
Congress last year appropriated special fund for
FTC monitoring. "I want to see this program
speeded up, and I want to see some results
from your investigations," Sen. Magnuson said.
Sen. Charles R. Potter (R-Mich.) criticized
advertising of one company for sale without
doctor's prescription of drug purporting to be
tranquilizer. Sen. Potter said it was only bro-
mide and advertising was misleading.
Mr. Gwynn said monitoring was proceed-
ing full-scale and that FTC would make full
report on its success to Congress in early
summer.
Q
Survey of Retailers' Tv Use
To Be Launched by NRDGA
SALES promotion division of the National Re-
tail Dry Goods Assn. is launching detailed sur-
vey of use of tv advertising by retail stores,
Edward F. Engle, manager of division, will an-
nounce tomorrow (Tuesday).
This is first survey of use of television by re-
tailers since 1949, Mr. Engle notes and many
changes have since taken place. "We know that
both the television stations and retail stores have
gained considerable experience and know-how
since the early trial-and-error days of tv adver-
tising. We feel that a new study of the potentials
and pitfalls of this medium would be a valuable
contribution to both the retail stores and the
tv industry," he said. Survey covers such sub-
jects as: current use of tv by retail stores, type
of programs used, stores' previous use of tv,
method of preparing or sponsoring commercials,
objectives and sales results of retail tv advertis-
ing, method of budgeting advertising for tv,
stores' future plans for use of tv and other in-
formation.
USIA Funds Slashed by 26%
HOUSE Appropriations Committee has slashed
United States Information Agency 1958 ap-
propriation by 26%, but cautioned that Voice
of America overseas broadcasts were not to
be cut. House bill for USIA is $106.1 million,
a cut of $37.9 million from President's recom-
mended budget and almost $7 million less
than last year's appropriation. Entire $3,785,-
000 requested for Justice Dept.'s antitrust
division was voted.
UPCOMING
April 22: United Press Broadcasters of
Conn., Hotel Statler, Hartford.
April 22: Connecticut Broadcasters Assn.,
Hartford, Conn.
April 22-26: American Film Assembly,
Statler Hotel, New York.
For other Upcomings see page 132
Bernard Joins KTVI (TV),
St. Louis V Starting Today
J. J. BERNARD has resigned as vice presi-
dent and general manager of WGR-AM-TV
Buffalo to become vice president, general man-
ager and member of board of KTVI (TV) St.
Louis which today (Monday) begins telecasting
on ch. 2. KTVI was assigned vhf channel in
deintermixture proceeding after operating on
ch. 36.
Mr. Bernard assumed new duties Friday,
day after he was elected to NARTB Television
Board (see story page 84).
In Buffalo, George Goodyear, president of
WGR Corp., said he would temporarily assume
active management of WGR-AM-TV pending
appointment of successor to Mr. Bernard.
Mr. Bernard announced appointment of
John I. Hyatt, formerly of D'Arcy Adv. Agency,
as national and local sales manager of KTVI
effective immediately.
Godfrey Wednesday Show Becomes
Third CBS-TV Favorite Dropped
LONG-EXPECTED demise of Arthur God-
frey Show (Wednesday, 8-9 p.m. EST), effec-
tive with June 26 telecast, being announced
over weekend by Mr. Godfrey and CBS-TV.
Program joins / Love Lucy and Jackie Glea-
son's show as perennial favorites losing slots
on CBS-TV [At Deadline, April 8]. Sponsors
of Godfrey Show: Bristol-Myers Co. (Ban,
Vitalis, Ipana, Bufferin); Pillsbury Mills (Pills-
bury's Best flour, cake mix, pie mix, hot roll
mix) and Kellogg Co. (cereals and dog food).
Agencies : Young & Rubicam for Bristol-Myers,
Leo Burnett for Pillsbury and Kellogg. ,
Successor show not yet selected by CBS-TV.
Reason given for Wednesday program demise
was strain on Mr. Godfrey, who also is featured
on many other CBS-TV shows.
Rep. Byrd Protests CBS'
Moving W. Va. Tv Affiliation
IN LETTER to CBS President Frank Stanton
last week, Rep. Robert C. Byrd (D-W. Va.)
staunchly protested network's announced plans
to transfer its tv affiliation from WCHS-TV
Charleston, W. Va., to WHTN-TV Huntington
(same state). Transfer is scheduled to take place
when present CBS contract with WCHS-TV ex-
pires sometime next year, Rep. Byrd said he
was told by Hawthorne D. Battle, Charleston
station's president.
Noting in conversation Friday that "WCHS
has just gone to the expense of constructing a
new tower — I'm sure with the knowledge and
approval of the CBS engineering department,"
Rep. Byrd said transfer "looks like everything
is being sacrificed for big business and absentee
ownership."
Congressman pointed out that affiliation trans-
fer to Huntington will give city two network-
affiliated stations (other is NBC-affiliate WSAZ-
TV), and "leave Charleston, the state capital
and the most populated area in West Virginia,
now in the midst of great industrial growth,
with none."
• BUSINESS BRIEFLY
Late-breaking items about broadcast busi-
ness; for earlier news, see Advertisers
& Agencies, page 32.
FLICKER OF NEWS • Ronson Corp., Newark,
N. J., negotiating with NBC-TV for possible
underwriting of series of early evening news
programs beginning next fall. Ronson, should
deal go through, will put its entire tv budget
into news programs. Norman, Craig & Kummel,
N. Y., is agency.
THEY'RE WILLING • Aluminium Ltd.,
through J. Walter Thompson Co., and Union
Carbide & Carbon, through J. M. Mathes Inc.,
both sponsors of ABC-TV Omnibus, understood
willing to underwrite series again next year if
and when it finds new network berth. Robert
Saudek, head of packaged program, understood
negotiating with ABC-TV and NBC-TV.
SHULTON PICKS UP PEN • Shulton Inc.,
Clifton, N. L, about to sign as alternate week
sponsor of new CBS-TV film series, Slezak
and Son, starring Walter Slezak. Shows start in
fall, to be seen Tuesday, 8:30-9 p.m. EDT.
Slot is presently occupied by Lever Bros. Co.
(Private Secretary re-runs), which intends to
retain that slot and also sponsor Slezak. An-
nouncement of signing expected late this week.
Agencies are respectively, Wesley Assoc., and
J. Walter Thompson Co., both N. Y.
SPOT FOR TEA • Tetley Tea Co., N. Y., ef-
fective in May, will underwrite radio spot an-
nouncement campaign in five markets for 17
weeks. Agency: Ogilvy, Benson & Mather, N. Y.
RALSTON RENEWS • Ralston Div. of Ral-
ston-Purina Co., St. Louis, has signed 52-week
renewal for Bold Journey on ABC-TV, and will
move program from Thursdays, 9:30-10 p.m.
EST to Mondays, 8:30-9 p.m. EST, succeeding
Voice of Firestone in that time. Latter returns
in fall to 9-9:30 p.m. EST period. Guild, Bas-
com & Bonfigli, S. F., is agency.
SUMMER SATURATION • Coppertone Sales
Corp. (suntan oils and lotions), Miami, to
launch radio saturation campaign from June
through August on 110 stations in 100 markets
with announcements on weekends only and
using stations featuring music and local per-
sonalities. Agency: Grant Adv., Miami.
TWO TAKE ON WYATT • General Mills
(cereals, flours and cake mixes), Minneapolis,
through Dancer-Fitzgerald-Sample, N. Y., and
Procter & Gamble Co. (Gleem toothpaste),
Cincinnati, through Compton Adv., N. Y., have
renewed The Life and Legend of Wyatt Earp
(ABC-TV, Tues., 8:30-9 p.m.) starting in fall.
PUDDING PUSH • General Foods, New York,
(Instant Jello pudding) planning extensive ra-
dio spot announcement campaign to start May
13 for seven weeks in about 84 markets. Young
& Rubicam, N. Y., is agency.
Continues on page 9
Broadcasting • Telecasting
April 15, 1957 • Page 7
KCMO-TV
232
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
KCMO-TV
*And we can prove it Again, more
quarter-hour firsts as surveyed by
ARB, January, 1957
Station No. 2 Station No. 3
99
KCMO
WHEN
KPHO
WOW
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
64
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co.-
TV: Blair-TV
ANOTHER
Represented nationally by Katz Agency
Joe Hartenbower, General Mgr.
Sid Tremble, Commercial Mgr.
Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines:
Page 8 • April 15, 1957
Broadcasting
*
Telecasting
Storer Sale in Birmingham,
Three Others Filed at FCC
STORER Broadcasting Co. sale of WBRC-
AM-FM-TV Birmingham for S6.350.000 to
Radio Cincinnati Inc. [B«T, April 8] filed Fri-
day for FCC approval. Radio Cincinnati
(WKRC-AM-TV there) owned 80% by Cin-
cinnati Star-Times and 20% by Hulbert Taft.
FCC ordered Storer to sell one of its radio-
tv properties to meet multiple ownership re-
quirements contingent on Commission ap-
proval of Storer's purchase of WPFH (TV)
Wilmington. Del., and WIBG-AM-TV Philadel-
phia. Value of WBRC Radio assets listed as
$281,100, with $1,548,782 in tv assets.
Radio Cincinnati financial statement, dated
Feb. 28, showed capital stock and surplus of
$3,628,149, current assets $2,002,391, total
assets $4,368,689 and current liabilities $740.-
540.
Other station sales filed Friday for Com-
mission approval:
Merchants Broadcasters Inc. $175,000 pur-
chase of WAFB-AM-FM Baton Rouge, La.,
from Modern Broadcasting Co. (68.8% owned
by WDSU-AM-FM-TV New Orleans). Buying
group includes President Ralph L. Burge, Louis
S. Prejean (current 2% owner) and 15 associ-
ates. WAFB-TV not involved in transaction.
WAFB balance sheet of Dec. 31, 1956,
showed a 1956 loss of $40,811, current assets
$11,798, total assets $513,141 and total liabili-
ties $198,077. WAFB-AM-FM went on air in
1948; the am station, on 1460 kc with 5 kw
day, 1 kw night, is affiliated with ABC and
Mutual; fm outlet is on 104.3 mc with 3 kw.
WEIM Fitchburg. Mass., sold by Henry G.
Molina Ir. (who is moving to Mexico) to Arthur
A. Newcomb for $169,000. Mr. Newcomb owns
WOTW-AM-FM Nashua, N. H., and has filed
for new am in Marlboro, Mass. Deficit of $74,-
916 shown on station's balance sheet, dated
Dec. 31, 1956. Current assets listed as $31,492,
total assets $90,294 and current liabilities $5,-
102. WEIM, on air since 1941, operates on
1280 kc with 5 kw day and 1 kw night.
MBS Vice President Harry Trenner and
Herbert Schorr purchased WRNY Rochester
N. Y., from Paul Wolk. David A. Kyle and
Donald A. Corgill for $90,000. Messrs. Trenner
and Schorr are licensee of WFEC Miami, Fla.
WRNY went on air in 1946 and operates on
680 kc with 250 w daytime only.
IRE Meet Expects Over 5,000
ATTENDANCE of over 5,000 expected for
Institute of Radio Engineers' 7th Region con-
ference and show to be held in Conference
and Federal Bldgs. in Balboa Park, San Diego,
April 24-26. Dozens of technical papers will
be given on topics allied with the conference
theme, "Electronics in Space."
WAAM (TV) Renews Fellowship
WAAM Television Fellowship for graduate
study at Johns Hopkins U., Baltimore, has
been renewed by board of directors of WAAM
(TV) there. Applications for 1957-58 being
taken until May 20 by Lynn Poole, chairman
of awards committee. Fellowship is available
to persons employed in television and offers
stipend of $4,500 to $6,000.
at deadline
KINE KINDLES KINDNESS
SOUR GRAPES of wrath in Oklahoma's
state legislature sweetened last week as
solons. who had held up invitation of
state's semi-centennial committee for au-
thor John Steinbeck to appear as guest
in June, relented after watching kine of
John Daly interview on his ABC-TV
news show in which author said he meant
no embarrassment to Oklahoma in his
book, Grapes of Wrath. Kine, shown on
floor of legislature, was provided by ABC
affiliate KGEO-TV Enid. Mr. Steinbeck's
appearance had been blocked by legis-
lators who took exception to book's ref-
erences and treatment of "Oakies."
NAEB's Fourth Radio Seminar
Slated April 21-24 in Illinois
NATIONAL Assn. of Educational Broadcast-
ers will hold its fourth radio programming
seminar April 21-24 at Robert Allerton Park,
U. of Illinois conference center near Monticello,
111. Conference is made possible through reg-
ular grant to NAEB from W. K. Kellogg
Foundation.
Speakers will include Dr. Sydney Roslow.
director of The Pulse Inc.. who will discuss
audiences for educational and public service
programming; Norman Pellegrini, WFMT (FM)
Chicago, who will discuss music program-
ming, and Leonard Marks of Cohn & Marks
(NAEB counsel) who will explore legal
problems.
William Skelly Dies at 78
FUNERAL services were to be held last Satur-
day in Tulsa for William G. Skelly, owner of
KVOO-AM and 38.8% owner of KVOO-TV
Tulsa. Mr. Skelly, 78, was chairman of board
of Skelly Oil Co. He had been ill since last fall.
Death was attributed to kidney ailment. Among
survivors is daughter, Mrs. Harold Stuart, wife
of executive vice president of KVOO-AM-TV.
D-F-S Readies Consumer Drive
CONSUMER advertising drive — prepared by
volunteer agency Dancer-Fitzgerald-Sample,
New York — will coincide with national promo-
tion of Brand Names Week April 28-May 3.
Campaign, using print and radio-tv, will tie
in with promotion and merchandising by Brand
Names Foundation Inc. and its member manu-
facturers, agencies and media.
WEATHER COMMAND
THE U. S. Air Force is well staffed with
technicians and specialists. But when
airmen wanted weather information for
a mission out of Shreveport, La., they
turned for briefing to civilian specialist
Al Bolton, weatherman for KSLA-TV
there. Believed to be first civilian ever to
brief Strategic Air Command personnel
on weather, Mr. Bolton went to Barks-
dale Air Force Base for the military
weathercast. Session preceded an evalua-
tion flight by the 301st Bomb Wing.
PEOPLE
HAROLD C. LUND, vice president in charge
of Westinghouse-owned KDKA-AM-TV Pitts-
burgh, elected to board of directors of West-
inghouse Broadcasting Co.
OLIVE M. PLUNKETT and CLARENCE E.
HALE elected vice presidents of BBDO, N. Y.
MAGNUS HENDELL, vice president and ac-
count executive, Modern Merchandising Bureau
Inc., N. Y., to Bayuk Cigars Inc., Phila., as
advertising director.
Dolcin, Official Are Fined
For Contempt in Ad Case
U. S. Court of Appeals in Washington fined
Dolcin Corp., New York pharmaceutical firm,
$15,000, and its vice president, Victor Van Der
Linde, $2,500, for contempt of court.
Court ruled last Dec. 18 that firm and three
of its executives were guilty of contempt in
connection with advertising for Dolcin pills
(arthritis and rheumatism remedy) carried on
several radio stations. A Federal Trade Com-
mission order prohibiting firm from continuing
advertising had been backed by court. Dolcin
allegedly failed to discontinue advertising in
question.
Petitions of two other Dolcin officials,
George Shimmerlik and Albert T. Wantz, ask-
ing court to reconsider its action holding them
in contempt, were taken under consideration.
KPBX Files Bid With FCC
Seeking Tv Ch. 12 in Beaumont
KPBX Broadcasting Co. Friday filed applica-
tion with FCC for ch. 12 Beaumont, Tex.,
seeking 316 kw with antenna 579 ft. above
average terrain. Estimated construction cost
was $347,000 with $500,000 for first year op-
eration.
Principals of applicant, who also own KJET
Beaumont, are Walter L. Rubens (49%) and
four brothers, Ben J., Nathan L, Sol J. and
Victor J. Rogers. Ch. 12 was assigned to Beau-
mont-Port Arthur area by FCC in deinter-
mixture proceedings [B*T, March 4]. Also seek-
ing the channel are WDSU-AM-TV New Or-
leans and ch. 31 KBMT (TV) Beaumont.
• BUSINESS BRIEFLY
Continues from page 7
SPRING SPOTS • J. H. Filbert Inc. (mayon-
naise and salad dressing), N. Y., planning radio
spot schedule in about 70 markets starting early
in May for eight weeks. Sullivan, Stauffer, Col-
well & Bayles, N. Y., is agency.
EUROPE VIA AIR, AIRWAVES • KLM
Royal Dutch Airlines, Amsterdam and New
York, today (Monday) launches four-week ra-
dio spot campaign on behalf of tourist flights
to Europe on 12 major market stations. Agencv:
Charles W. Hoyt, N. Y.
SUMMER START • Pharma-Craft Corp.
(Fresh deodorant, Coldene) to sponsor one-half
of NBC-TV's Steve Allen Show on alternate
weeks starting July 14 for 65 weeks. Agency:
J. Walter Thompson Co.. N. Y.
SPECS FOR REXALL • Rexall Drug Co..
L. A. expected to sign for four spectaculars next
season, time and exact dates still uncertain, on
NBC-TV. BBDO, N. Y., is agency.
PRESTIGE-TYPE SPOTS • Ford Motor Co.
(Institutional) through Kenyon & Eckhardt,
N. Y., planning radio spot announcement cam-
paign effective May 13 for four weeks in top
60 markets and ten division centers.
Broadcasting • Telecasting
April 15, 1957 • Page 9
the week in brief
WEAVER TAKES OFF THE WRAPS
Proposes custom-tailored tv shows for
top markets. Surprise: He wants to in-
clude some educational stations. . 31
TV'S CAMPAIGNING PROWESS
Helped erase Ike health issue, says
former GOP public relations head.
Advance political selling by networks
effected big economies to parties. .34
ABC RADIO ON ITS OWN
Eastman to head autonomous organi-
zation. Plans being laid to capture No.
1 network title 39
MBS EXPLAINS NEW FORMAT
J.une 2 is the starting date and affili-
ates appear to approve change . .40
CBS-TV REBUTS NBC-TV
Says claims of daytime tv superiority
are 'deceptive.' Affiliates are given fig-
ures to substantiate CBS-TV's claim
of leadership 42
BILLING EQUALITY BY '60
That's the goal of ABC-TV. President
Ollie Treyz reports 1957-58 season
will be first in which network will have
full programming schedule 44
HERE'S ABC-TV'S FALL LINEUP
Tentative schedule has Pat Boone in
Thursday night slot with Frank Sina-
tra and Guy Mitchell Friday. Day
shows to be built from 'Mickey
Mouse.' 46
NBC-TV NIGHT SALES BOOM
Fall selling well ahead of last year
with $80 million in gross already re-
corded 50
RCA-NBC ANSWERS JUSTICE DEPT.
Contends FCC approval of station
swap bars further action, says court
hasn't jurisdiction in antitrust suit. .52
HOW ARE TRANSLATORS DOING?
Here's a status report on what the
the tv rebroadcasters have done in
their first nine months 56
LAST WEEK IN CHICAGO
NARTB's 35th annual convention sets
record with 2,358 delegates gathering
to see, hear, and discuss what's new in
broadcasting 82
WHAT'S AHEAD AT FCC
Commissioners' panel at NARTB con-
vention sheds light on such questions
as how soon fee subscription tv, TASO
and allocations, FCC liaison with
Trade Commission, five-year licenses
and NARBA 86
DORRELL FIRES AT NCS NO. 2
Enumerates series of questions on ac-
curacy of Nielsen study in address at
NARTB convention 94
SPOTLIGHT'S ON AUTOMATION
Highspot of technical portions of
NARTB convention is discussion and
exhibition of new gear that will make
stations less reliant on manual opera-
tion. KRON-TV shows a new one. 96
TV GIRDS FOR ASCAP TALKS
With music licensing contract expiring
Dec. 31, telecast ers ready selves by
appointing 15-man interim committee
to prepare for negotiations 100
AUTO DEALERS NEED RADIO-TV HELP
NADA's Bell urges broadcasters to
help root out "lunatic" fringe foisting
unethical advertising on public. . .108
THEY'RE KEEPING THE TV CODE
Violations have lessened considerably
and are confined to one segment of
the stations, according to report by G.
Richard Shafto, retiring chairman of
the NARTB Code Review Board. 120
departments
Advertisers & Agencies 32
At Deadline 7
Awards 126
Closed Circuit 5
Colorcasting 33
Editorial 138
Film 80
For the Record 129
Government 52
In Public Interest 28
In Review 15
International 124
Lead Story 31
NARTB Convention . 82
Networks 39
On All Accounts . . 26
Open Mike 18
Our Respects 22
Personnel Relations . . 62
Professional Services 62
Programs& Promotions 122
Stations 64
Trade Assns 78
Upcoming 132
Page 10
April 15, 1957
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty. Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Argyll Campbell, Jacqueline Eagle,
Jere McMillin, Ann Tasseff
EDITORIAL ASSISTANTS: Hilma Blair, Robert Con-
nor, Frances Pelzman, Rita Wade
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Wilson D. McCarthy
ADVERTISING ASSISTANTS: Doris Kelly, Ada Michael,
Jessie Young
COMPTROLLER: Irving C. Miller
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STAFF WRITERS: Frank P. Model, Beverly Berl
Business
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360 N. Michigan Ave., Zone 1, CEntral 6-4115
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SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Bialas
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issues: $7.00. Annual
subscription including BROADCASTING Yearbook (53d
issue): $9.00, or TELECASTING Yearbook (54th issue):
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ADDRESS CHANGE: Please send requests to Circulation
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BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
Telecasting
* * *
When a vitamin firm gets our bill
The president of same gets a thrill.
Results are so splendid
For money expended
He gives up his 4:00 o'clock pill.
* >K *
THE firm is the Vitalife Company
and one of the things that tickles
them about WMT advertising is its
low cost. Vitalife's prexy figures that
his advertising cost this year was less
than last year; we haven't cut our rates
so people must be buying more pills.
"We are happy with the results on
WMT and expect to stay right with
you for many, many years." That's
a direct quote.
For further details about vitamins and
radio in Eastern Iowa, check with
WMT's national representatives, The
Katz Agency.
.,„..o-,,,,o => . *
, ->
<
DOUBLE-CROSS IN
AMSTERDAM!
*
* ' -rami
SUSPENSE IN
LONDON!
it
MYSTERY 1
PARIS!
N
SUPERBLY STAGED
in exciting foreiqn
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ports
cou '
The
nan
~ I1M kaNE'S CREDO:
**A*\*iORK WITH
l^POUCe-NOT
TAOWNSt THEM1
Adventures of
III
ILLIAM GARGA
to the viewing public he IS Martin Kane!
Side by side with Scotland
Yard, the French Surete, the
police of all the Continent, this
resourceful American Private
Investigator pursues law-
breakers all over the continent.
IN COLORFUL FOREIGN
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TV SERIES!
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and stations:
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WILK-TV
KRDO-TV Ln Colorado
springs
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KOPO-TV in Tucson
WN AC-TV in Boston
in New York
in Seattle-
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in Miami
in Chicago
in Wilkes Barre
ZIV
FOR AN
UPSWIN?
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in an ALL-NEW
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Costume by Clare Potter
You feel very special on Red Carpet* flights
When you walk along the Reel Carpet to your waiting United DC-7
Mainliner® of course you feel like a star of stage or screen! And
you're greeted like one, too. That's only a part of Red Carpet Service!
Here, on the world's fastest airliner, you'll find luxurious,
relaxing surroundings. Like a pre-dinner cocktail? It's served in an
individual decanter. Dinner? M-m-m-m! Especially prepared
for you by United's own master chefs.
Then a restful doze . . . You can't be there already ! You are.
And after you leave your big Mainliner your luggage is brought to
you extra-fast. What a wonderful way to travel — Red Carpet Service!
UNITED
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World's fastest airliners— United DC-7s! Red Carpet nonstop flights: New York-
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les, Washington, D.C.-San Francisco, Los Angeles-Seattle, California-Hawaii.
Page 14 • April 15, 1957
Broadcasting
Telecasting
IN REVIEW
JIMMY DEAN SHOW
SO-CALLED "country music" is having a
wave of popularity today, particularly since
some of the tunes verge on "rock-and-roll."
This new CBS-TV entry is likely to be more
successful among audiences than Good
Morning With Will Rogers Jr., which it re-
places, because of its potential appeal to
teen-agers and other school children and to
country-music fans among the adults.
On the initial program, country music
ran the gamut from ballads, spirituals and
standard numbers to tunes this post adoles-
cent believes were "rock-and-roll." Jimmy
Dean, a personable young man with a Texas
drawl, presided, singing and chatting with
members of the cast. Their music is just
peppy enough to wake up a sleepyhead, but
not so strident as to jolt the viewer abruptly
into consciousness. The program is not likely
to garner a tremendous audience, but its ap-
parent slant to the youth market seems a
prudent move.
Production costs: Estimated $20,000.
Telecast sustaining on CBS-TV (Mon.-Fri.,
7-7:45 a.m. EST).
Producer: Ed Friendly Jr.; director: Clark
Pangle.
ARTHUR MURRAY PARTY
THE agile Mrs. Arthur Murray is back on
the air in a "new" program sponsored by
two companies who are apparently trying
to cover the bases entertainment-wise, as
they also sponsor a quiz show, The Big
Surprise, on NBC-TV. The new show basi-
cally fits into the variety category, its claim
to distinction based on emphasis on danc-
ing, Arthur Murray style.
One cannot but help compare the new
endeavor with the old Murray show. The
production now is smoother, the camera
work more flexible. As for format, it fol-
lows the usual line — a few production num-
bers and a dance contest. Andy Williams,
of Tonight fame and lately a teen-age sen-
sation, got off "Butterfly" and a duet
with Helen O'Connell. A dance sequence
of an interpretive nature starred Mrs. Mur-
ray and two other professionals choreograph-
ing the theme of a despondent clown whose
smiles return because of a little girl — the
clown realizing that it is the little ones who
benefit by his performance.
The dance contest — non-professionals
who pair up for such numbers as jitterbug,
tango and folk dancing — proved to be the
usual common denominator that "distin-
guishes" this show from all other variety
programs.
Estimated production costs: $25,000.
Sponsored by Purex Corp. through Weiss &
Geller, and the Speidel Corp. through
Norman, Craig & Kummel, on NBC-TV
Tues., 8-8:30 p.m. EST.
Producer: Arthur Murray; director: Coby
Ruskin.
Guest stars: Andy Williams, Helen O'Con-
nell.
Broadcasting • Telecasting
BOOKS
ALFRED HITCHCOCK PRESENTS:
STORIES THEY WOULDN'T LET ME
DO ON TV; 372 pp., $3.95; Simon &
Schuster Inc., New York.
AND such lovely stories they are, too. In
one, a man kills his mistress, grinds her into
chicken feed and raises a splendid set of
cockerels; in another, a father murders his
little daughter at her birthday party, then
serves up her insides; in yet another, man
hunts man for sport, etc. Mr. Hitchcock
has thoughtfully provided a preface to this
murder, mayhem and masochism, which
states that all these items have one thing in
common: They're not interrupted by com-
mercials. That's not all they have in com-
mon: They also violate every precept of the
1934 Communications Act and the NARTB
Code.
FOUNDATIONS OF RADIO, sixth edition,
by M. G. Scroggie, Philosophical Library,
New York, 349 pp. $10.00.
THE purpose of this book, according to
the author, is to start at the beginning and
lay the foundations on which more detailed
knowledge can be built. With this in mind
Mr. Scroggie begins this new and completely
revised enlarged edition by familiarizing the
reader with methods of expression, such as
algebraic symbols, graphs, and circuit dia-
grams, that are taken for granted in scien-
tific discussion.
The basic theory of radio is covered
starting with the most elementary principles.
Apart from the fundamental laws of elec-
tricity and radio, the theory of valves,
transmitters and all types of modern re-
ceivers is described and there is an intro-
duction to the techniques of television and
radar. The book appears to be a useful
compendium of information for the person
who wants to learn the basics of radio.
MIKE AND SCREEN PRESS DIREC-
TORY (Third Edition). Published by
Radio-Newsreel-Television Working Press
Assn., 527 Lexington Ave., New York,
243 pp. $10.00.
DESIGNED as a daily reference guide for
newsmen in radio, tv, and newsreels, this
volume follows the pattern of its predecessors
in listing key contacts in the news, public re-
lations and government fields. It is divided
into two parts. One lists key news people
at radio and tv networks, at many radio and
tv stations, at tv and theatrical newsreel
organizations, and at major metropolitan
newspapers. The other section is devoted to
listings of "the spokesman" at federal gov-
ernment agencies, the United Nations, and
major businesses and industrial concerns.
There also is a report on a survey dealing
with the use of industry news film, written
by Editor Arnold Lerner, formerly with
Warner Pathe News and now in charge of
motion picture activities in the information
department of International Business Ma-
chines Corp.
San Francisco — highest rated
syndicated program (22.7, Pulse,
2/57) outrating George Gobel,
Gunsmoke, Zane Grey Theatre,
Jackie Gleason, Lux Video
Theatre, etc.
Twin Cities— highest rated syn-
dicated program in Minneapolis-
St. Paul (16.0, Pulse, 11/56) out-
rating Warner Brothers, Father
Knows Best, West Point, etc.
Outrates all competition in
Atlanta, Indianapolis, Portland,
Oregon, etc.
Stage 7's a dramatic anthology
which can do a fine-rating, fine-
selling job in your market, as it
is already doing in more than a
hundred others. Better check
Stage 7 for your market today.
Write, wire or phone collect for
availabilities.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
April 15, 1957 • Page 15
J
THE CASE OF THE
650
FILE
WSB-TV Atlanta
KERO-TV Bakersfield
WBAL-TV Baltimore
WGN-TV Chicago
WFAA-TV Dallas
WISH-TV ..... .Daytona Beach
WTVD . Durham-Raleigh
WICU Erie
WN EM-TV Flint-Bay City
WANE-TV Ft. Wayne
KPRC-TV Houston
WHTN-TV Huntington
WJHP-TV Jacksonville
KARK-TV Little Rock
KCOP Los Angeles
WISN-TV Milwaukee
KSTP-TV . .Minneapolis-St. Paul
WSM-TV Nashville
WTAR-TV Norfolk
KMTV Omaha
WTVH Peoria
KCRA-TV Sacramento
WOAI-TV San Antonio
KFMB-TV San Diego
KTBS-TV Shreveport
WNDU South Bend-Elkhart
KREM-TV Spokane
KOTV Tulsa
KARD-TV ...... Wichita
DRAWERS
(or How Petry s Plus Services
help Spot TV
Advertisers)
As an advertising executive, you know it's
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off in sales. The most successful Spot TV- buying
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For behind every Petry salesman is the largest TV Promotion staff of any
independent representative firm — a staff that is constantly replenishing 650
file drawers in the seven Petry offices with up-to-the-minute Spot TV facts to help
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THE ORIGINAL STATION REPRESENTATIVE
NEW YORK • CHICAGO • ATLANTA • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
Financing
KIDDER,
PEABODY
CO.—
• Offers outstanding fa-
cilities for the issuance
of equity or debt secu-
rities, either by private
placement or through
public offering.
'Has arranged private
financings aggregat-
ing $700,000,000 in
the past five years
and has underwrit-
ten over $1 billion of
public offerings in
the past ten years.
We invite you to
call upon our
experience.
KIDDER,
PEABODY & CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
principal cities in the Unit. d States
Address inquiries to:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illinois
Telephone ANdover 3-7350
OPEN MIKE
Well Done
editor:
This is just a line of appreciation to you
for your excellent coverage of the recent
Nielsen Coverage Service debate in New
York, featuring John Churchill.
Your reporter did a swell job of note-
taking and came up with a fair, well-bal-
anced and representative summary of this
very long and complicated discussion. I
don't know who your man was on this job,
but I wish you would pass along to him
my congratulations and thanks.
E. P. H. James, V. P.
A. C. Nielsen Co., Chicago
[EDITOR'S NOTE: The kudos go to Asst. New
York Editor David W. Berlyn.]
EDITOR :
The On All Accounts article [B«T,
April 1] was not only accurate, but delight-
fully written. I expect to fly to Santa Bar-
bara this evening and the way I feel after
reading B«T, I'll do a couple of barrel rolls
and falling leaves.
One slight correction I would like to make.
My son's name is Karl Fredrik Kautz III.
I thought I had better get this straight be-
cause he is already in training for this ad-
vertising merry-go-round.
Edith Krams
Media Director
Anderson-McConnell Adv. Agency
Hollywood, Calif.
editor:
I want you to know how much I appre-
ciate your reviewer's kind estimate of my
Pocket Book News [In Review, March 18].
I hope radio and television will bring me,
if not a "solid gold Cadillac" [reviewer's
description], perhaps in time a solid gold
Chevrolet.
And I really do talk to presidents. Thank
you for saying I sound it.
Wilma Soss
President, Federation of Women
Shareholders in American Business;
commentator of NBC Radio Pocket-
book News
Warning of Doom
editor:
Why B«T is such a staunch champion
of the monopolistic networks in your po-
sition against pay-tv is beyond comprehen-
sion. Such a line . . . furthers the trend to-
ward complete monopoly and federal regu-
lation and discourages uhf.
It would be better to have "narrowcasting"
by parttime use of uhf for pay-tv than to
have [u channels] lie fallow.
You recommend wire-closed-circuit tele-
vision when you must know that continuing
line costs would prohibit wide use of the
system. Furthermore, it would put the pay-
tv operator up against another kind of
monopoly — telephone line rates.
The "danger of federal control" is al-
ready in the offing to break the present tv
monopoly. This is recognized in a bill in
Congress to regulate all or some part of
broadcasting. Pay-tv will give uhf new
life, retrieve television as a free competitive
system, and may save broadcasting from
federal regulation.
Your "Bitter Sweet" editorial [B«T, March
4] presented a fairly-unbiased summation
of the deintermix situation. Uhf operators
and other pay-see advocates would like a
more "statesmanlike restraint" (your phrase)
on the part of B»T.
Ranulf Compton
President
WGMA Hollywood, Fla.
Friday's Reaction
editor:
Your cartoon in the March 25 issue has
come to my attention. We've all been greatly
amused by it! Thanks for giving us space.
Jack Webb
Mark VII Ltd.
North Hollywood, Calif.
"I kept telling him, 'Keep your eye on your
job — quit looking into the camera'.'"
Fm's Future
editor:
Just a line to let you know what a won-
derful job you did in your April 8 issue on
"How Bright a Future for Fm." J. Frank
Beatty states that "some engineers still feel
auto fm sets aren't practical." I have had
an fm tuner in my car for some time now
and it's wonderful. It doesn't fade in tun-
nels or under bridges and is easy to connect
to any existing auto radio. Gonset puts it
out and it costs under $80.00.
Douglas Cramer
Cramer Productions, Los Angeles
editor:
We were most interested in your fine
analysis and report on fm and I would like
to take this opportunity to congratulate you
on behalf of WPAT. For the record, how-
ever, I would also like to call your attention
to the specific mention of WPAT-FM.
WPAT-FM went on the air March 1,
1957. This makes us only a little over one
month old. Our fm operation was estab-
lished in answer to thousands of requests
from our listeners and, while it is true that
we hope to reach class advertisers, it is also
true that this has always been the aim of
WPAT-AM and its program policies. In
other words, WPAT's am and fm are com-
plementary. We broadcast simultaneously
over both and the same good music pro-
grams are featured on both.
John Burt, Dir. of Publicity
WPAT-AM-FM Paterson, N. J.
[EDITOR'S NOTE: B-T termed WPAT-FM "a
little over a year old."]
Page 18 • April 15, 1957
Broadcasting • Telecasting
Distant cities
at your fingertip
Ben Avery is an engineer at Western Electric's
Kearny, N. J., manufacturing plant where he
plays a key part in tailoring new types of Bell
telephone central office' equipment to the needs
of communities all over America . . . perhaps
yours. The equipment Ben is now working on
is part of the new system known as Direct Dis-
tance Dialing. Rapidly coming into use, this
system makes it possible for telephone users to
dial directly across the nation about as easily as
dialing neighbors across the street.
The highly specialized engineering job done
by Western Electric men like Ben Avery is part
of the many-sided contribution which we, as
manufacturing and supply unit of the Bell Sys-
tem, make to Bell telephone service in your
community.
Besides manufacturing the telephones and
equipment needed by your Bell telephone com-
pany to provide local service, we also make and
install the transmission and switching equipment
which does . . . quite literally . . . put distant
cities at your fingertip when you dial.
Broadcasting • Telecasting
April 15, 1957 • Fage 19
radio station in Minneapolis-St. Paul and 114
features 36 local performers on the air:
provides
entertainment
service keyed perfectly to the tastes andr
of the vast area they serve. That's why
^^^^^^
WCCO RAD
than all other Twin Cities stations...
★ NCS #2
■Ar -jlr 51.5% share of audience, Nielsen Station Index, 1956 average,
total station audience, total day, seven-day week
* * Represented by CBS Radio Spot Sales
c
. . . the number one
Ml Northwest counties*
l
every week. Each
2 •
.9 •
2 •
2i •
BALTIMORE
is easier to reach
when you ride on
REPRESENTED BY
JOHN BLAIR AND CO.
Page 22 • April 15, 1957
OUR RESPECTS
to Harry Woolford Chesley Jr.
TTARRY CHESLEY Jr., executive vice president of D'Arcy Advertising Co. and
* *who personally oversees Anheuser-Busch's Budweiser beer account, has been a
man on the wing since he joined the St. Louis-headquartered agency in January 1956.
Mr. Chesley makes frequent flying trips to give the personal touch to his partici-
pation in the development of various agency departments.
D'Arcy's estimated $14 million in broadcast billing last year (it placed in the top
20 among national agencies) was a good deal Harry Woolford Chesley Jr. — another
way of saying he has a healthy respect for both radio and tv. His views are reflected
in additional capacities on D'Arcy's executive and management committees.
"We are tremendously cognizant of the importance of television and most inter-
ested today in the continuing value of animation in tv," he reports. "If intelligently
used, it can be a terrific sales factor."
Mr. Chesley's appraisal of the aural medium perhaps can best be exemplified by
his acknowledgement that Anheuser-Busch is emphasizing radio this year more
than in 1955-56. While he wouldn't admit as much, it's understood radio is getting
the slightly larger share of a $3.8 million broadcast budget.
Before joining D'Arcy last year, Mr. Chesley was associated in executive capaci-
ties with such advertisers as Philip Morris, Pepsi Cola, Pabst and Swift.
He was born in Towson, Md., Feb. 4, 1909. After the family moved to Chicago,
young Harry attended Bowen High School and majored in business management
and marketing at the Chicago College of Commerce. At night he took business law
and administration.
During Chicago's Century of Progress Exposition (1932-33) young Mr. Chesley
handled sportscasts of special events, including six-day bike races and Big Ten track
meets and football. In 1934 he joined Swift & Co., later becoming package goods
sales manager in the East, headquartering in Newark, N. J. A four-year tour of
duty wth the U. S. Air Force halted his business career.
He served as assistant secretary of the Air Staff in Washington and, as Lt. Col.
Chesley, was executive to the commanding general of the Air Forces in the Pacific,
serving as aide-de-camp to Gens. Barney Giles and Hap Arnold. Returning to
civilian life, he organized Chesley & O'Connell, wholesale beer distributors, in
northern California. He sold out in 1949 and joined Pepsi Cola as vice president in
charge of national sales.
IN 1952 Mr. Chesley moved to Philip Morris as vice president and marketing
director. He guided the "change of dress" campaign for the new Philip Morris
package and worked on introductory advertising and promotion for the new Marl-
boro cigarettes — the original of the "flip-top" box line. He grew intimate with
television, being instrumental in Philip Morris sponsorship of the Robert Cummings
Show and My Little Margie and signing Desi Arnaz and Lucille Ball to an $8 million
agreement for the / Love Lucy series.
DArcy called him away early last year to avail itself of his background in sales,
packaging, marketing, promotion and advertising. This experience and ability to
coordinate various phases of advertising has stood him in good stead in helping
D'Arcy reach an estimated $50 million-plus in overall billing during 1956. He has
esteem for the importance of campaign continuity in all media, according to his
associates, who value his sense of direction and ability to get the "whole picture."
As executive vice president at D'Arcy, Mr. Chesley assists on media, research,
marketing, copy and art and also has a hand with such clients as Friedman-Shelby
Division of International Shoe Co. and Krey Packing. He is available for counsel
in other branch offices on General Tire & Rubber Co., Gerber Baby Foods, Mon-
arch Finer Foods, Standard Oil Co. of Indiana and other accounts.
Mr. Chesley is a member of the New York Sales Executives Club, St. Louis
Media Club (charter), Economic Club of New York and for two years headed the
national radio-tv films committee of the United Community Campaigns of America.
Among recreational groups are the Philadelphia Gun Club, Bridlespur Hunt Club,
Racquet Club and Old Warson Country Club. His hobbies: hunting, fishing, boating,
and golf (in which, envious colleagues aver, he shoots in the high 70's).
Mr. and Mrs. Chesley, the former Dorothy Todd, live in St. Louis and also main-
tain a home at Cape Cod in South Yarmouth, Mass. They have two boys — Stephen,
10, and Christopher, 8. Still growing, they may well match the hulking six-foot,
four-inch frame of their father.
Broadcasting • Telecasting
CAPITAL
SCENES #6
J* fen
. ■
Except for an occasional divot, Easter egg-rolling is unobstructed fun on the
White House lawn. And WTOP Radio gives you fast-rolling sales with
(1) the largest average share of audience (2) the most quarter-hour wins
(3) Washington's favorite personalities and (4) ten times the power
of any other radio station in the greater Washington market.
Operated by The Washington Post Broadcast Division
Represented by CBS Radio Spot Sales
»U«£E| PjLSE MBUGE RATING (6.AM-12 MIDNIGHT, SU*.-SAT.j MAR. -APR. 1955 THROUGH JAM. -FES. 15=7.
❖Monday through Friday, 7 am to 6 pm
NETWORK
THAT INVENTED
DAYTIME
The trouble with television (back in 1950) was that nobody could get enough of it.
The screen lit up at night for an almost insatiable audience but went into virtually
total eclipse in the davtime.
Advertisers wanted more time than the night contained, but nobody knew whether
the busy American housewife would sit still for daytime television.
We thought she would— if you made it worth her while. We felt that better
programming on a major network scale could light up a lot of sets.
We felt that davtime television could enable advertisers to tap the concentrated
purchasing power of America's housewives at the moment they were planning the
family shopping. And with the number of television homes increasing so rapidly,
daytime television could bring new values to the advertiser.
So we started turning day into night.
Since 1950 the number of family hours of daytime viewing has increased six times
and the dollar volume of daytime advertising has multiplied 38 times. In the
same period, America's housewives have spent nearly twice as many daytime hours,*
and advertisers one-and-a-half times as many daytime dollars with CBS Television,
as with our closest competitor.
In 1957 CBS Television continues to deliver a larger average daytime audience,
broadcast more of the most popular daytime programs, offer advertisers a
lower daytime cost per thousand viewers, and carry a larger number of sponsored
daytime hours than any other network with a full daytime schedule.
This continuing expression of confidence in CBS Television is surely a direct
result of our unique experience with television in the daytime.
After all, we practically invented it.
CBS TELEVISION
1
WFBC-TV
The Giant of Southern Skies"
WFBC-TV ... 1st in South Carolina
The Giant of Southern Skies" again
gets top rating (by far) in all data, in
comparison with other television sta-
tions in its home state . . . according
to NCS#2
Video-
100,000 Watts
(FCC Maximum) -
Audio-50,000 Watts
Antenna Height— 1204
feet above average
r::.^r HERE'S THE COMPARISON
STATION
Total
Homes
Television
Homes
Weekly
Coverage
Daily Circ.
DAYTIME
Daily Circ.
NIGHTTIME
WFBC-TV . .
. 449,600
248,990
177,150
118,100
135,730
Station
"B" .
. 384,300
198,780
114,240
68,090
80,480
Station
"C" .
. 339,200
181,920
102,230
63,990
72,690
Station
"D" .
. 320,700
150,110
97,100
61,080
74,230
Station
//£//
. 302,200
159,040
103,600
60,540
77,120
Station
. 92,700
54,380
19,660
7,680
8,700
Station
"G" .
. 79,400
48,050
32,800
15,470
25,930
Station
"H" .
. 50,300
24,620
12,360
3,920
4,740
NBC
NETWORK
For information about NCS #2, and for
rates, availabilities and assistance, contact
us or your nearest WEED man.
Affiliated with WFBC-AM & FM
NBC Affiliate
Represented by Avery-Knodel, Inc.
Channel 4
WFBC-TV
Greenville, S. C.
Represented By
WEED TELEVISION CORP.
ON ALL
ACCOUNTS
Roger C. Bumstead
TO the average American, the name
"Bumstead" conjures up the image of a
comic strip and television character named
Dagwood; a bumbling, ineffectual, scream-
ing male surrounded by Daisy, her pups and
hero sandwiches. But to "the friendly men
who sell Good Humors," "Bumstead" has a
triple-S meaning: service, skill and savvy.
The owner of that name, 30-year-old
Roger Crane Bumstead, is not only Good
Humor's account executive at MacManus,
John & Adams, New York, but also serves
as MJ&A's New York media director. As
such, he has all media responsibilities on the
account roster handled in New York: Gar-
rett & Co.'s Virginia Dare wines, White
Rock Corp.'s sodas, Noxzema's shaving
creams, S. A. Schonbrunn's Medaglia d'Oro
"Espresso" coffee, Riggio Tobacco Co.'s
Regent cigarettes, S. B. Thomas' bread and
muffins, Ceribelli & Co.'s Brioschi anti-acid,
Charles Pfizer & Co., and U. S. News &
World Report.
In addition, he gets in on the broad-
cast planning for Pontiac Motors, Dow
Chemical Co. and Minnesota Mining &
Mfg. Co. ("Scotch" brand tape). Nearly all
are broadcast media users emphasizing spot.
Mr. Bumstead's current problem seems to
be finding availabilities on major market ra-
dio stations, a task made hard by the radio
"boom." "These stations," he says, "seem to
forget that we used them very heavily dur-
ing their so-called doldrums a few years
ago."
OTHERS — notably Good Humor's presi-
dent, David J. Mahoney — don't forget
Mr. Bumstead that easily. Mr. Mahoney re-
gards MJ&A's Bumstead as "a big guy" and
well he ought to know. As head of his own
agency, Mr. Mahoney in 1954 hired Mr.
Bumstead as his media director, working
with him up through last summer, when
the Mahoney shop was dissolved after the
former assumed the reins of Good Humor.
"The man's definitely a 'comer,' " declares
another one of Mr. Bumstead's business
associates. There can be little doubt. Eight
years ago, fresh out of college (Syracuse and
New York U.'s), Mr. Bumstead began at
the Katz Agency as a statistician in the sta-
tion representative company's accounting
and research department. In November 1951
he joined Maxon Inc. as a timebuyer. Shortly
thereafter he moved up to assistant radio-tv
business manager where he remained until
leaving that agency in 1954.
A bachelor and a non-conformist (he
wears pink shirts when pink shirts are
passe), Mr. Bumstead makes his home in
Greenwich Village and maintains a lair that
is filled to the ceiling with high-fidelity sound
equipment and a mammoth record collec-
tion.
Page 26 • April 15, 1957
Broadcasting • Telecasting
primary radio coverage in Milwaukee reqiii
WE IMP audi*
5000 watt power at 1250 k.c. K
Yes . . . there are other good
radio stations here, and the
audiences they deliver also demand
your consideration. But ... if your
budget permits the use of only a
single station, our low cost per
thousand listeners with an ABILITY
TO BUY must single us out. And
if you're buying a combination of
stations, our percentage to total
listening indicates we're the BASIC
BUY ... to be supplemented by
these other audiences for more
nearly perfect coverage.
KEY ENTERTAINMENT STATION
BIG 7 RADIO PERSONALITIES:
Records round the clock ... 24 hours
a day, seven days a week ...
SPORTS: Live Play-by-play Milwaukee
Braves Baseball; XJ. of Wisconsin Football
and Basketball; Green Bay Packer
Football; special sports events,
11 sportscasts daily.
32 NEWSCASTS DAILY: Gathered
department from UP news wire, UP sports
'wire, 2 mobile units, special state
^correspondents, U. S. Weather wire,
'.Police and Fire Department radio,
'regular daily telephone contacts.
{represenhd.wheTeyer you, live by Headley-Reed
Broadcasting • Telecasting
April 15, 1957 • Page 27
I IN PUBLIC INTEREST
0
Biggest Twin Cities traffic
jams are in store aisles —
downtown, uptown, wherever
WLOL's Big 5 disc jockeys say
"GO!" The local businessmen
know that and they'll tell you
that WLOL-delivered crowds
reach first for WLOL-sold
brands.
The Big 5 are reaching 72.5%
of homes in Minneapolis, St.
Paul and environs every week
(Cumulative Pulse Audience).
Conclusive proof that WLOL
is your best cost-per-thousand
buy'
HI Top Independent Radio in
J MINNEAPOLIS • ST. PAUL
1330 on the dial 5000 watt*
LARRY BENTSON, President
Wayne "Red" William*, Mgr.
Joe Floyd, Vice-Pret.
Represented by
AM RADIO SALES
WBL' ■ -
Page 28 • April 15, 1957
N. J., N. Y. Scions Report Via Tv
NEW public service program being carried
on WCBS-TV New York (Sat., 2:30-3 p.m.
EST) and WCBS New York (Sat., 7:30-8
p.m. EST), every week, features congress-
men whose constituents live in the New
York and New Jersey areas covered by the
stations. The program originates live in
Washington and includes the 41 congress-
men and four senators eligible to partici-
pate. The legislators take the opportunity
to report to the people they represent, dis-
cussing matters of vital interest before the
Congress, with special emphasis on legis-
lation and plans of community concern.
CBS newsman Stuart Novins serves as mod-
erator.
KYW to Help Crippled Children
A YEAR-ROUND program designed to
benefit crippled children in the Cleveland
area, Operation Weskid, has been started by
Wes Hopkins, disc jockey at KYW Cleve-
land. To give assistance to the Easter Seal
Drive this month, Mr. Hopkins will concen-
trate all reports and appeals on his daily
show. A "Weskid," representing the crip-
pled children, has been chosen, and will ap-
pear on the show. During the year, remote
broadcasts will be made from clinics, schools,
and camps for crippled children. Once a
month he will take the children on a trip or
tour.
KRON-TV Finds Lost Children
OAKLAND police turned to KRON-TV
San Francisco when parents of three Oak-
land girls, aged 4, 8 and 11, reported them
missing from their homes. The station im-
mediately aired descriptions and requested
information as to their whereabouts. When
a woman reported seeing them on a bus
headed for San Leandro, it was a routine
matter for police to round them up. Such
announcements are part of KRON-TV's
"Neighbor in Need" system, under which
qualified public agencies may phone emer-
gency requests.
KFWB Provides Traffic News
FOR the benefit of area motorists, KFWB
Los Angeles has originated a bulletin serv-
ice on traffic congestion problems. Special
equipment will give KFWB a direct line to
traffic authorities, with actual broadcasts to
be made by the station's newscasters.
KDKA-AM-TV Aids Ball Player
THE "Carl Ide Fund," to help defray the
medical expenses of a Geneva College foot-
ball player, who has been in a coma since
September, has passed the $12,000 mark.
Newscasts by KDKA-AM-TV Pittsburgh,
along with the CBS Strike It Rich program
[B»T. March 1 8], helped build the fund, the
station said.
KDYL Features 'Decisions, 1957'
KDYL Salt Lake City, cooperating with
the Foreign Policy Assn. of America and
the U. of Utah, is presenting programs of
comment and opinion on foreign policy
problems. The series, Decisions, 1957, fea-
tures members of 28 civic groups as partic-
ipants.
WL AG
FOR AUDIENCE
DOMINATION
WL AG
FOR PROMOTION
WL AG
FOR MERCHANDISING
WL AG
FOR SHOWMANSHIP
WL AG
FOR RESULTS
WLAG
for
LaGrange, Georgia
Indie Sales or
Dora-Clayton Agency
for availabilities!
FIVE TIMES
MORE POWERFUL!
New daytime power
increase gives WSLS 86%
more coverage than ever
before . . . more area than
any other radio station in
Roanoke by 62%.
NOW
22 COUNTIES
Vi MILLION POPULATION
$700 MILLION
CONSUMER SPENDABLE INCOME
WSLS
610 KC
Roanoke, Virginia
Call Avery-Knodel
o
o
o
Broadcasting • Telecasting
RCA, pioneer in the development of Image Orthicons, announces
super- d ynode design— a major camera tube advancement that (1)
improves picture quality, (2) simplifies camera-chain operation, and
(3) lengthens effective tube life.
In black-and-white TV-camera operation, for instance, the new super-dynode RCA-5820 sub-
stantially reduces dynode texture during "low-key" scenes and "mood" shots. In color TV-
camera work, for example, super-dynode RCA-6474's save adjustment time on dark-shading,
reduce color shift in dark areas, and make it possible to set decelerator grid voltage at the
best value for highlight uniformity— throughout the useful life of the tube.
RCA-5820's and -6474's with the new super-dynode design are directly interchangeable with
all previous RCA-5820's and -6474's— without change in camera circuitry. You install an RCA
super-dynode Image Orthicon— and you're ready to shoot. No stabilizing runs to bother with.
No dynode burn-off required.
super-dynode RCA-5820's for black-and-white are already available at your RCA Tube Dis-
tributor, super-dynode RCA-6474's for color will be available soon. For technical details on
RCA Image Orthicons, write RCA, Commercial Engineering, Section D-13-0, Harrison, N. J.
Advantages of SUPER-DYNODE
For black-and-white
• Less dynode texture in "low-key" scenes
For color and black-and-white
• Easy to adjust dark-shading
• More uniform picture background
• Decelerator-grid voltage can be set at
optimum value for highlight uniformity—
throughout tube life
• Minimum undesirable background texture in
low-light areas
• Cleaner colors in the dark areas
Improved efficiency
• No dynode stabilizing time needed
• No dynode burn-off required
• longer tube life than ever
CAMERA TUBES FOR TELECASTING
RADIO CORPORATION OF AMERICA
Tube Division
Harrison, N. J.
T<
oday, in the nation's Capital,
Nielsen proves most radios ^§
are now tuned to WRC!
6-9 am
9-12 noon
12-3 pm
3-6 pm
6-9 pm
9-12 mid.
6 am-12 mid.
40%
26%
20%
33%
48%
33%
33%
1st
1st
2nd
1st
1st
1st
1st
+63%
+62%
+28%
+88%
+46%
+32%
In Washington's 17 -radio -station -market, such an overwhelming
vote of confidence carries over in force to WRC -advertised products.
Let WRC Radio speak for you in the nation's booming Capital!
the NEW speaker of the house
NSI Report-Washington, D.C., Area-January 1957
WRC • 980
SOLD BY I NBC I SPOT SALES
WASHINGTON, D.C.
Page 30 • April 15, 1957
Broadcasting • Telecasting
B RO A D C ASTI N G
TELECASTING
Vol. 52, No. 15 APRIL 15, 1957
WEAVER TELLS ABOUT HIS NETWORK'
• Custom-tailored programming will aim for major markets
• Surprise innovation: he may seek to use educ. channels
A NEW tv broadcasting service was pro-
posed last week by Sylvester L. (Pat) Weav-
er Jr., who broke silence on his future plans
for the first time since parting company
with NBC last September.
Essentially, the Weaver plans follow the
skeleton outline provided by B»T a month
ago [B«T. March 18].
As "pay as you go" tv. Mr. Weaver's "Pro-
gram Service" would feed programs, mainly
live and at first generally in the East and
perhaps as far west as Chicago, to independ-
ent tv stations in 15 cities. But, he indicated,
a program would not be scheduled unless it
was sold to an advertiser.
Mr. Weaver's re-entry into the tv program
tournament was accompanied by thrusts at
the networks, alleging they were not able to
do their job for the public because of inter-
network warfare based on program ratings
and high costs which bar many advertisers
from entering the field.
An unexpected bombshell thrown by Mr.
Weaver — fragments of which may well
cause as much shock in other segments of the
broadcast industry as his broadside against
the networks — was a statement that his
service may be able to use educational out-
lets in major cities [see Editorial, pase
138].
Mr. Weaver revealed that he hopes to be
on the air with a daytime program sometime
in the fall, but noted that he has not as yet
completed any transaction. Thus far, Mr.
Weaver and his associates have not incorpo-
rated. The Weaver group is made up of Mr.
Weaver: Fred Wile Jr.. former NBC vice
president in charge of tv programming on
the West Coast, and Giraud (Jerry) Chester,
former NBC-TV daytime programming ex-
ecutive.
But. reported Mr. Weaver, while he has
had talks with producers, talent agencies,
advertising agencies, advertisers and sta-
tions, and while there is much interest and
enthusiasm, "the hand extended" in warm
friendship "is not bright green with money."
The former NBC president and board
chairman, however, saw no financial difficul-
ties in getting the service off the ground
providing he can sign up advertisers. He
said he did not need a heavy investment to
start the service for. unlike a network, a
program servicer doesn't own facilities. He
explained that people are used to feeling
that money is all important, because a net-
work has so much of it and "has so much
profit."
This is not the "tube and coil" business,
Mr. Weaver reminded newsmen who ques-
tioned him Wednesday in a two-way radio
news conference linking Seattle and New
WORD-WEAVER
THE MAN generally associated with
contributing the term "spectacular"
(one-shot or special high-budgeted
show of more than one hour) and
other words such as "telementary"
(program that tells a story in docu-
mentary fashion) to tv's lexicon came
up with two more terms last week.
For tv's glossary, former network ex-
ecutive Sylvester L. (Pat) Weaver Jr.
proposes "mesmoronizing" and "met-
rocasting."
To newsmen, curious particularly
about "mesmoronizing,'' Mr. Weaver
explained at some length that he was
talking about an hypnotic (mesmeric)
effect in network tv programming
that is aimed at "moppets, morons and
idiots who will look at anything."
Thus, with this type of mediocre
programming, the networks are "mes-
moronizing" or "degrading" a segment
of the U. S. population, to summarize
Mr. Weaver.
"Metrocasting" was the term used
by Mr. Weaver to described his new
"Program Service" — that is, telecasting
to major or metropolitan markets or
cities via independent stations.
York. The newsmen queried Mr. Weaver
before his address was delivered that night
to the Seattle Advertising & Sales Club.
Mr. Weaver felt his only product is serv-
ice, and the servicer does not have to buy
anything — no stations, no studios, no cam-
eras, etc. Thus, he explained, no "vast capi-
tal commitments" are involved, and for the
product all ingredients will be contracted for
and facilities leased. In some cases, he en-
visioned various stations in the lineup being
used for originations.
And. although he has had talks with peo-
ple about the possibility of arranging for
personnel, any such hiring would be "mod-
erate."
He indicated he would actively press for
use of educational tv stations if and when
necessary, asserting:
"Where good programming should be
carried, and where the FCC regulations
limiting commercial identification would
prevent people from seeing, say. the clas-
sics, or any of the news and information
projects. I shall certainly appear in Wash-
ington to ask for a change in the regula-
tions."
Educational channels operate on the
premise of educating people and not selling
goods. Mr. Weaver acknowledged, "but
where we can combine education with lim-
ited kinds of commercial impact, I do not
believe we should run screaming because a
law or regulation exists."
The attempt to break through the educa-
tional station barrier would entail markets
having three or fewer commercial stations,
perhaps such markets as Boston and Pitts-
burgh, or others where there is a "jam-up"
in facilities to carry his service.
At the Seattle dinner, Mr. Weaver was in-
troduced by Senate Interstate & Foreign
Commerce Committee Chairman Warren
G. Magnuson (D-Wash.). who appeared on
film. A report circulated later in the week
that Sen. Magnuson would be an inves-
tor in Mr. Weaver's project. The senator flat-
ly denied it, saying. "What would I be doing
mixed up in a thing like that? I've got
enough troubles of my own around here."
Asked what he thought of Mr. Weaver's
proposal to use educational stations. Sen.
Magnuson said that as far as he is con-
cerned "nobody's going to use them" on a
commercial basis until "it's proved they
can't be used the other way." It's up to the
FCC to decide, he said, but added. "We set
Broadcasting • Telecasting
April 15, 1957 • Page 31
WEAVER NETWORK
aside those channels to be used for educa-
tional purposes."
Program Service would place on the air
only those shows which are sold. Exceptions
might be programs designed for multiple
participations, thus some part of a program
could be on a station or stations on a sus-
taining basis. Programs also might be bought
by stations for resale.
Mr. Weaver pointed out that under his
plan no national "distribution" — such as
that of a network — would exist and that all
programs would be played without option
hours since his service would not be a con-
ventional network.
Asked which of the various program ideas
would be the first to appear on tv, Mr.
Weaver frankly didn't know and guessed
that the first one sold to an advertiser would
be the first one on. He also felt that the
service would be extended to the West
Coast in time.
That he seeks a pay-as-you-go formula for
the advertiser and for his service was indi-
cated by his comment at one point that
"it will take time, perhaps several years,
before all our plans can flower."
Other highpoints of the Weaver confer-
ence-speech:
• The service is aimed primarily for tv
independents, but will be available to net-
work-affiliated stations and, if possible, edu-
cational stations where needed. On inde-
pendent v's alone, 15 major markets can
be covered, or nearly half of the popula-
tion of the U. S.
• Bonus arrangements would be made
with stations carrying Program Service
shows, but no agreements would be made
with stations on "option time" along the
network pattern.
• Agencies in general have shown "good
reaction." Advertisers are being told the
service can provide a select audience for less
cost than on a network, and as an alterna-
tive to national spot (which actually doesn't
buy a program).
• Although the service for the most part
would be live, film could be used, depending
on the program producer's decision.
• A "fourth network" is ruled out. The
blueprint is to set up about 15 independents
with the stations receiving more money than
they would from a network sale. Since no
"network limitations" would be involved, it
is believed that the time rate could be justified
because an audience of 3-4 million could be
attracted by "all types" rather than "limited"
programming.
• In buying the Program Service lineup,
an advertiser invests much less than on a
full network show and if the program is a
failure, the advertiser has that much less
to lose. If it is a success, the show can be
extended at still a lesser cost than on a
regular network.
Mr. Weaver said he would supply "gen-
uine alternatives" to the tv network offerings,
charging that all three are scrambling for
ratings — "the networks will fight among
themselves [in the future] for the largest
share of the heavy viewer audience, and drop
news, spectaculars and other event-type pro-
gramming, cut down in live drama and go to
westerns, kid shows, trivia, crime shows and
the like."
He asked: "Are we 'mesmoronizing' large
audiences to an ever declining percentage
of all people in all homes?"
Mr. Weaver said that he could put Ding
Dong School (now off NBC-TV) on the air
in 14 major markets reaching 40% of all
tv sets for $25,000 gross, commissionable
for five half-hours, comparing this to NBC's
sell-out of the show last summer via 10
quarter-hours on 55 basic stations for more
than $160,000.
Since he doesn't have to "beat Lassie" to
succeed for his advertisers, Mr. Weaver said
his service would have a "tremendous" ad-
vantage over the networks and that he could
deliver to advertisers "a small circulation in
television" about the size of an issue of
Life magazine.
He hit directly at the existing network-
advertiser relationship, because the network
ANNUAL meeting of the American Assn.
of Advertising Agencies. April 25-27 at
the Greenbrier in White Sulphur Springs,
W. Va., expects record attendance of some
625 member agency people and invited
guests. The convention will mark the 4-As'
40th year.
Events on Thursday, April 25. for mem-
ber agency people only, will open with a
morning executive and business session,
including the election of new officers and
directors. Thursday afternoon will be de-
voted to three concurrent group meetings
for the discussion of agency management
problems.
Media and advertiser guests will join in
the meeting starting Friday morning, April
26, with welcome to guests extended by
the chairman of the 4-A board of directors.
Robert D. Holbrook of Compton Adv.,
New York. AAAA Vice Chairman Melvin
Brorby of Needham, Louis & Brorby, Chi-
cago, will then preside for a series of three
talks on creative subjects.
The creative process and new trends in
agency creative work will be examined by
C. L. Whittier, formerly chairman of the
plans board for Young & Rubicam and
author of Creative Advertising, and Whit-
man Hobbs of BBDO. Creativity in tele-
vision will be the subject of lohn H. Baxter
of Earle Ludgin & Co., Chicago, speaking
on "How Creative Have We Really Been
With Tv Commercials?"
Walter Buchen of the Buchen Co., Chi-
cago, member of the 4-A operations com-
mittee, will preside for the second part of
the Friday business session, introducing two
speakers. Everard W. Meade, author and
teacher of advertising in the graduate school
of the U. of Virginia, will discuss, "Will
the Mona Lisa Sell Soap?", examining
whether advertising can draw on the fine
arts to create more individuality and char-
acter in advertisements. Dr. William Men-
"at network prices, with must-buy basics, or
the minimum list or minimum dollar buy,
or whatever forced-buy procedure is used,"
cannot give the major trademark brands
(which he called the base of all advertising
revenue) "enough frequency, continuity and
impact in the great bellwether markets."
But later in his talk, Mr. Weaver, who at
still another point characterized network
thinking as "carbon copy and stereotyped,"
said he would expect the networks' attitude
toward his plan to be "friendly, encouraging,
indeed enthusiastic."
The networks' happiness, reasoned Mr.
Weaver, would be forthcoming because his
service would answer "continually recurring
charges and investigations on matters of
monopoly, too much power over station
programming, too much power over adver-
tisers, too much power over the artists and
creators, the combination of both produc-
tion and exhibition phases of the business,
and so on."
ninger of the Menninger Foundation, To-
peka, Kan., will conclude the morning
session, discussing "Mental Health of the
Executive."
Friday afternoon will feature a 4-A golf
tournament and other sports under the
direction of Lendell A. Layman of Henry
A. Loudon Adv., Boston. The annual dinner
Friday evening will hear Arthur Larson,
director of the U. S. Information Agency,
discussing "From Propaganda to Mutual
Understanding."
J. Davis Danforth of BBDO, New York,
member of the 4-A operations committee,
will preside for the first part of the business
session on Saturday morning, introducing
three speakers. Albert W. Frey, professor of
marketing in the Amos Tuck School of
Business Administration at Dartmouth Col-
lege, will tell how he is proceeding on
"The ANA Study of Agency Functions.
Practices and Methods of Compensation."
Walter B. C. Washburn of Young & Rubi-
cam, New York, will talk on "Advertising —
Good Citizen." showing methods and ma-
terials used and the results obtained in
Young & Rubicam's volunteer "Keep New
York City Clean" campaign. Theodore S.
Repplier, president of the Advertising Coun-
cil and chairman of the advertising subcom-
mittee of President Eisenhower's People-to-
People Committee, will speak on "We, the
People, and the Idea War."
George C. Reeves of J. Walter Thompson
Co., Chicago, member of the 4-A operations
committee, will preside for the final session
Saturday morning. Fred Hecht, national
retail sales and merchandise manager, Sears,
Roebuck & Co.. will discuss "How and Why
Sears Is Using National Advertising." "In-
terurbia — The Changing Face of America,"
a presentation developed by I. Walter
Thompson Co. on urbanization trends and
their marketing significance, will conclude
the program. Taking part in the presenta-
ADVERTISERS S AGENCIES
AAAA CONVENTION EXPECTS 625
Page 32 • April 15. 1957
Broadcasting • Telecasting
ADVERTISERS & AGENCIES
lion will be Norman Strouse and William
C. Mckeehan of JWT, New York, and
William H. Whyte Jr.. assistant managing
editor of Fortune magazine.
The premiere showing of ""The Man Who
Built a Better Mousetrap." a new Techni-
color motion picture on the function of
advertising, will be shown Saturday morn-
ing before the business session. Wesley I.
Nunn. advertising manager of the Standard
Oil Co. (Indiana). Chicago, will introduce
the film.
To be shown at various times is a col-
lection of outstanding television and film
commercials selected by the 4-A committees
on improvement of advertising content and
television and radio administration. Also
displayed at the meeting will be a preview
of the 36th annual exhibition of art and
design, arranged by the Art Directors Club
of New York and to be shown at the Wal-
dorf Astoria in the late spring.
Slenderella Sets Radio
To Introduce New Bread
SLENDERELLA International. Stamford,
Conn., which is dedicated to the lofty prin-
ciple of tightening waist belts, is bustin' out
all over. Already waxing corporately fat
by maintaining slenderizing salons all over
the world [B«T, June 4, 1956], the chain
next month plans to introduce — via a spot
radio test campaign — a new enriched bread
under the Slenderella brand. It will be
baked by General Baking Co. franchisers
along the formula lines of GB's "Lite-Diet"
bread now being advertised through Emil
Mogul & Co.
The new product will be introduced in
Detroit the middle of May via a 13-week
radio-only drive in that city. The next step,
it was learned, will be a 3-6 month test cam-
paign in various spots throughout the coun-
try, again using only radio. (Television
may be eventually used, though only after
the bread has achieved nationwide dis-
tribution.)
The figure-proportioning chain also is
understood to be negotiating with several
other major food manufacturers for various
Slenderella-backed items. Also upcoming
are plans — this fall — to publish a cookbook
through G. P. Putnam"s Sons, production of
a Slenderella doll, and licensing of Slender-
ella-brand girdles, bras and bathroom scales.
To accommodate this frantic new ac-
tivity. Slenderella is said to be setting up
a new wholly-owned company which would
work outside the salon sphere of operations.
The agency assigned to service advertising
for the products will continue to be Man-
agement Assoc. of Connecticut. Stamford,
Slenderella's present agency.
Additionally. Slenderella President Larry
L. Mack will open the male counterpart
of his slenderizing salons. The first few
shops should be in operation late this year,
and to launch the "Slenderfella" salon
(working title only), the agency will again
turn to spot radio. However, it's expected
that the firm's entire advertising strategy
will have to be realigned, shifting the em-
phasis from daytime radio (for the house-
wife) to nighttime radio.
Bates Raises Douglass;
Pinkham Heads Radio-Tv
JAMES C. DOUGLASS, vice president and
director of the tv-radio department, becomes
a senior vice president of Ted Bates & Co.,
while Richard A. R. Pinkham, vice president
in charge of advertising. NBC. joins the
agency as vice president and director of tv-
radio department, reporting to Mr. Douglass,
it was announced last week by William H.
Kearns, president.
Mr. Pinkham's position at NBC has not
MR. DOUGLASS MR. PINKHAM
been filled. The post is in the department
headed by Ken Bilby, vice president in
charge of public relations.
Mr. Douglass joined Bates in 1953 in the
then newly created job of director of radio
and television and was elected a vice presi-
dent in 1955.
Before joining Bates, Mr. Douglass was
vice president in charge of radio and televi-
sion for Erwin Wasey Co., and prior to that
was director of television for Colgate-Palm-
olive Co. He was with George Patterson
Inc., in Australia prior to joining Colgate.
Mr. Pinkham had been with NBC since
1951 when he joined as manager of plan-
ning for NBC-TV. He executed the concept
of participating programs on a network basis
as executive producer of Today, Home and
Tonight. As vice president in charge of the
program department for NBC, he was large-
ly responsible for the reprogramming of the
network's daytime television lineup. In the
fall of 1954 he was promoted to vice pres-
ident in charge of participating programs,
six months later was named vice president in
charge of tv network programs and then to
vice president, advertising.
A graduate of Yale U., Mr. Pinkham was
a copy writer for Time Inc. and then assist-
ant promotion manager of Fortune maga-
zine. He was director of advertising and
publicity for James McCreery Co. and in
1940 joined Lord & Thomas, as an account
executive. After five years in the Navy he
came out as a lieutenant commander and
joined the New York Herald Tribune as
director of circulation.
ST ! NO
The Next 10 Dcys
Of Network Color Shows
(All times EST)
CBS-TV
April 16, 23 (9:30-10 p.m.) Red Skel-
ton Show, S. C. Johnson & Son
through Foote, Cone & Belding and
Pet Milk Co. through Gardner Adv.
April 17, 24 (8-9 p.m.) Arthur God-
frey Show, participating sponsors and
agencies.
April 19 (3:30-4 p.m.) Bob Crosby
Sliow, participating sponsors and
agencies.
NBC-TV
April 15-19. 22-24 (1:30-2:30 p.m.)
Club 60. participating sponsors and
agencies.
April 15-19, 24 (3-4 p.m.) Matinee
Theatre, participating sponsors and
agencies.
April 15, 22 (8-8:30 p.m.) Adventures
of Sir Lancelot. Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan. Stauffer. Colwell
& Bayles.
April 15, 22 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham. Louis &
Brorbv and Mennen Co. through Grey
Adv.
April 17, 19, 24 (7:30-7:45 p.m.) Xa-
vier Cugat Show, sustaining.
April 17, 24 (8-8:30 p.m.) Masquerade
Party, particpating sponsors and
agencies.
April 16, 23 (8-8:30 p.m.) Arthur
Murray Party, Speidel through Nor-
man. Craig & Kummel and Purex
through W'eiss & Geller.
April 17, 24 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
April 18 (10-11 p.m.) Lux Video
Theatre, Lever Bros, through J. Walter
Thompson Co.
April 19 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
April 19 (9-10 p.m.) Chevy Show.
Chevrolet Motors through D. P.
Brother & Co.
April 20 (8-9 p.m.) Perry Como Show,
participating sponsors and agencies.
April 21 (2-4 p.m.) NBC Opera The-
atre, presenting "La Traviata." sus-
taining.
April 21 (9-10 p.m.) Goodyear Play-
house, Goodyear Tire and Rubber Co.
through Young & Rubicam.
Broadcasting • Telecasting
April 15, 1957 • Page 33
ADVERTISERS 8 AGENCIES
TV CALLED TOP CAMPAIGN MEDIUM
• It's credited with erasing Ike's health as issue in '56
• Republican PR man lauds its value in conference talk
TELEVISION undoubtedly was "the most
effective medium in the 1956 campaign"
because President Eisenhower's tv appear-
ances eliminated his health as an issue, a
former Republican campaign official told an
intercollegiate conference on political parties
held at the U. of Maryland.
Appearing on a four-man panel before
students and faculty members from political
science departments at 14 Maryland area
universities and colleges, L. Richard Guylay,
former public relations director for the
Republican National Committee, told the
group:
"Frankly, we were concerned about the
issue of President Eisenhower's illness . . .
but after 20 million people saw the President
on tv, any talk of his health as an issue
vanished as the campaign progressed."
The discussion session was held under the
auspices of the Citizenship Clearing House,
an affiliate of the New York University Law
Center supported by the Ford Foundation.
Others appearing on the panel were Jack F.
Christie, tv and radio director for the Demo-
cratic National Committee; Lawrence Laur-
ent, radio-tv columnist for The Washington
Post (Washington, D. C), and Col. Charles
A. H. Thomson, senior staff member for
the Brookings Institution.
Mr.' Guylay praised the television net-
works for their efforts in keeping down tv
costs in the '56 campaign. He said costs of
both the Republican and Democratic Na-
tional Committees were lowered by:
• Selling prime network time to the com-
mittees "way in advance" of the campaign.
(First meeting between Republican cam-
paign officials and network representatives
was held in June 1955, Mr. Guylay noted.)
• Saving "very heavy" pre-emption
charges which had been paid to the networks
for prime time in the '52 campaign. (The
pre-emption charges were by-passed because
of early sales of network time, Mr. Guylay
said.) "For the same amount of money
(nearly $2 million spent by the Republican
committee for network radio-tv time for the
national election), we reached more than
twice as many people as we had in "52," he
added.
• Compressing regular top half-hour
shows into 25 minutes, and selling the last
five minutes time to the party committees.
Terming the shortening of regular net-
work shows (his own idea) a "piggy-back
schedule," Mr. Guylay said the five-minute
periods were "the biggest bargain ever pur-
chased in any campaign. Why, we were
'hitchhiking' on the big network programs
— these shows delivered built-in audiences
for us."
"All three networks realized the advan-
tages of giving us time at the end of their
prime shows," he said.
Mr. Guylay also noted that the great use
of television resulted in the tremendous land-
slide vote in the national election.
"If I had to spend the $2 million again in
a future campaign, I would gladly do so
for it was money well spent," he concluded.
Mr. Christie noted that the Republican
Party was better organized with its television
schedule than were the Democrats. He at-
tributed this to the Republicans' advance
planning, and "our lack of funds."
The Democratic campaign official de-
clared that "many times Gov. Stevenson
did not know in advance whether he was to
appear on television or not. One can't be
expected to do a good job under such
pressure."
Presidential candidate Stevenson was "too
tightly scheduled in the campaign," Mr.
Christie added. "Small precinct meetings
may have to be sacrificed in the future to
provide for adequate television preparation."
Fox Talks on Ad Plans
To Introduce Edsel Car
ADVERTISEMENT for the introduction
of Ford Motor Co.'s new Edsel automobile
this fall is "unique" in terms of "the sheer
magnitude" of the total job it must perform,
Eldon E. Fox, Edsel advertising manager,
asserted last Wednesday.
Addressing the Chicago Direct Mail Day
luncheon at the Morrison Hotel, he esti-
mated that by the time the new Edsel is
unveiled. Ford will have spent over $250
million for designing, styling, engineering
and marketing the automobile, with deal-
ers investing additional millions.
Observing the need for developing adver-
tising techniques "under wraps," Mr. Fox
pointed out Edsel will not be able to avail
itself of pre-testing of appeals, media and
format.
Edsel advertising, he said, must assist in
sscuring dealers, indicate location of deal-
ers, help provide meaning to the identifying
leadership symbols and signs and help dem-
onstrate solidity and worth of dealers. Sec-
AIRLINE LIKES 'MUSIC
TESTIMONIAL to the effectiveness
of its sponsorship of the Music Til
Dawn all night radio program on nine
stations throughout the country was
highlighted last week by American Air-
lines in its annual report to stockhold-
ers. The report said some 3.3 million
families listen to the program each
week, creating "good will and favor-
able public relations." The company
mentioned that "a large percentage of
letter writers indicate they fly Ameri-
can Airlines ... 85% of these because
of Music Til Dawn. Gross revenue in
1956 was reported at $291,452,866 as
against $260,756,657 in the previous
year. Net earnings were $19,572,713
compared to $18,609,281 in 1955.
ondarily, it must introduce the car, "nation-
ally and simultaneously"; position the car
on price and social values; explain its styl-
ing, features and engineering; and "sell the
car so that you will go buy it at your Edsel
dealership."
Although not all of Edsel's advertising
campaign is known, it has been revealed
that Foote, Cone & Belding. Edsel's agency,
is planning a television spectacular. Milberg
Productions Inc., producer of Hallmark's
Hall of Fame tv series, will produce it to
introduce the Edsel. Talent will be based
on Milberg's recommendations and nego-
tiations are underway with networks for a
time and date. The Edsel advertising allo-
cation is understood to be in the $10-$ 15
million range at present. Mr. Fox noted
the overall budget has been pre-computed
through 1960. He further observed:
"Other automobile advertising in the fall
of 1957 will have as its sole burden helping
to maintain or increase their share of mar-
ket. Edsel advertising must establish a 'share
of mind' which must precede a share of
market. Share of mind for the Edsel will
begin with the awareness of the Edsel and
its dealers. Awareness must quickly become
acceptance, and acceptance must build up
solidly into preference. Other automobile
advertising in the fall of 1957 will be an-
nouncing new models. Edsel advertising
will be introducing a new and completely
unknown car."
Motivation Analysis Inc. Opens
New Program Research Service
TO ANALYZE all factors which make for
success or failure of programs and then
recommend practical ways to raise their
ratings. Motivation Analysis Inc., West
End. N. J., has launched a new research
service for the radio and tv industry.
In announcing the new program service.
Dr. Philip Eisenberg. president of Motiva-
tion Analysis, said:
"I am appalled at the unwarranted use
of ratings as a measure of program appeal.
A rating is merely an index of the size of
the audience and nothing more. The true
appeal of the program is only one of the
elements that account for the rating."
He noted that the company already has
made successful studies of key shows for
NBC. "Besides the program's appeal, other
factors such as the relative strength of the
competition, the appeal of the personalities
on the show, the atmosphere in people's
homes during the time period, the success
of the promotion, determine the rating,"
Dr. Eisenberg said.
Through depth interviews of regular and
marginal viewers of a show, as well as its
competition, motivation can determine the
reasons for success or failure of a program,
he stated.
Bell Renews 'Telephone Hour'
BELL Telephone System has renewed spon-
sorship of The Telephone Hour. The pro-
gram will begin its 18th year on NBC
Radio. Renewal order was placed through
N. W. Aver & Son.
Page 34 • April 15, 1957
Broadcasting • Telecasting
Tintex Drops Radio,
'Discovers' Television
PARK & TILFORD's Tintex. which on
March 4 launched a 13-week radio spot cam-
paign in approximately 250 markets, last
week canceled the daytime campaign after
only four weeks. The reason: Tintex has
"discovered"* the impact of television.
According to P&T's Fred Q. Swackhamer.
advertising director for the toiletries and
dyestuffs division. "'We have decided to sus-
pend the campaign in order to take advan-
tage of the visualization and tremendous
selling impact afforded by tv." Behind its
sponsorship starting this Wednesday of
NBC-TVs Masquerade Party is the fact
that the program is telecast both in color
and black-and-white, and that you can
hardly sell dyestuffs without the use of color.
So says P&T.
'"Tintex." Mr. Swackhamer went on. "is
n natural for television. It's much easier —
and infinitely more effective — to show the
ma^ic-iike transformation made by the dye
than to talk about it." Even though most
of the tv sets in the country are mono-
chrome only. Tintex. according to P&T.
can be sold "as effectively" on black-and-
white as in color "since color values can be
indicated."
Tintex Expands Lines
Also last week, Tintex officials made pub-
lic their plans to upgrade and expand their
cosmetics and toiletries line, which will leave
Emil Mogul & Co. for Grant Adv. |Ai
Deadline. April 8]. Mogul will continue
on the Tintex account. In the past. P&Ts
fragrances have been low-priced items car-
ried by 5 and 10 cent stores. Now. accord-
ing to the division's vice president and gen-
eral manager. Jack H. Mohr. "we're trying
,o figure out how to get back on main
street — in the corner drua stores and de-
partment stores." Presently. P&T's line
retails for 15 and 29 cents; in the future,
i; will retail in the SI to S5 range with em-
phasis being placed on the SI to $ 1 .50 price
bracket. P&T's toiletries will be expanded
to include a new hair spray, shampoos,
deodorants, spray toilet water and a new
"quality fragrance." Overall brand name for
the entire line will be Lady Tilford toiletries.
Eventually. P&T hopes to add a men's toi-
letries iine.
The account, which presently bills about
SI 00.000. is expected to be raised to at
least SI milKon this year. Distribution will
probably begin in July and will blanket the
entire country by early October. Television
will be used to introduce the new line.
Meanwhile. P&T is also going ahead with
plans to repackage its present low-priced
Winx eye shadow and Staput lipstick prod-
ucts.
COMIC RELIEF TO SELL BEER FOR KNICKERBOCKER
A NEW tv commercial series of 10 — different and filmed to be
"talked about" — has been produced with New York agency
Warwick & Legler by MGM-TV's new commercial film produc-
tion organization on behalf of W&L's client. Jacob Ruppert
Brewery, New York, for Knickerbocker Beer.
The pattern followed is 30 seconds filmed live-action and 30
seconds animation. Each film is self-sustained but identifiable as
a series because of the actor and his antics. He is Dave O'Brien
whose tumbles of movie days — fall guy through the years in
MGM's Pete Smith comedy shorts — found him most often
sprawled flat on his back.
The commercials start on tv April 18, with the opening of the
New York Giants' home schedule. Knickerbocker sponsors Giants
baseball. They also will be used for Knickerbocker's other tv
activities.
Warwick & Legler had been thinking about the competitive
situation in Knickerbocker's market — the northeast section of the
U. S. — and sought a way to use the beer and chuckle effect of
various competitors' video commercials but at the same time
emphasize the Knickerbocker theme of beer for home relaxation.
While W&L looked at its new tv advertising from the "public
attention" standpoint, the agency felt. too. it wanted to stress the
"visual appreciation" rather than primarily stress voice.
With the domestic comedy situation angle in mind. William
P. Warwick, director of tv and radio at the agency, triggered the
concept. Recalling the old Pete Smith comedies. Mr. Warwick
set out on a field search — and in short order, the "circumstance"
of MGM-TV's own search for its first client, brought forth a quick
meeting of the minds and production was started at MGM's
huge Culver City ( Calif. ) Studios.
Mr. Warwick authored the scripts. Mr. O'Brien (actor, ex-
stunt man. writer of Pete Smith shorts and now a Red Skelton
comedy writer) wrote and delivered narrations as well as acting
out comedy sequences. The project's cost: approximately S50.000.
THE TECHNIQUE: All films
start with a shot of a mail
box marked: Knick R. Bock-
er. Then comes the dissolve
into the situation. In one
typical film (above), Mr.
O'Brien has a cement walk
with boards laid out. After
a dissolve, he is smoothing
the last surface. A telegram
messenger on a bike glides
into the walk. Mr. O'Brien
dives into the cement in an
attempt to avert disaster and
the boy hands him a tele-
gram that turns into a bottle
of beer.
After the comedy bit. the
commercial (below) focuses
on the label, out of which
the Knickerbocker figure
steps forth to point up the
jingle theme:
Satisfy your beer thirst better
Satisfy your beer thirst better
Satisfy your beer thirst better
Have a Knick
You feel refreshed
Have a Knickerbocker beer.
A five-second product tag
is at the end of all the com-
mercials.
Broadcasting • Telecasting
April 75, 1957 • Page 35
ADVERTISERS & AGENCIES
Bankers' Use of Advertising
Inadequate, Says Banker Sass
NEARLY 15.000 banks throughout the
country will spend about $100 million this
year in advertising but after "we've spent
that $100 million the public will remain
pretty much in the dark when it comes to
what banks are doing."
This was the warning of Reed Sass, a
vice president of the Fort Worth National
Bank in Texas, to a session last week in At-
lantic City, N. J., sponsored jointly by the
Financial Public Relations Assn. and the
New Jersey Bankers Assn. In urging more
advertising by the nation's bankers, Mr. Sass
described the current effort as "a feeble
candle" trying to light up the darkness that
surrounds banking services, and noted that
three soap companies have a total $64 mil-
lion budget this year for tv alone.
Frank Productions to Create
Music for Y&R Commercials
YOUNG & RUB1CAM, New York, has
hired Frank Productions Inc., owned by
composer-lyricist-publisher Frank Loesser,
to supervise writing of original music and
lyrics for the agency's commercials. The
appointment follows the recent use of
Frank Loesser's parody of his musical "The
Most Happy Fella" in a commercial for
White Owl Cigars.
Frank Productions, an affiliate of the
Frank Music Corp., will be employed in
creation and editorial supervision of slo-
gans, jingles, campaigns, sales presentations,
spot announcements, program themes on
radio and television and musical background
for commercial messages.
Kool-Aid Increases Tv Campaign
ADDITIONAL tv emphasis in its adver-
tising is planned for Kool-Aid soft drink
powder's campaign this year. Newest twist
to Kool-Aid's campaign, which kicks off
this spring in anticipation of the summer
season, is the creation of four new charac-
ters— "Lion Tamer Ted," "George the
Knight," "Pegleg Pete" and "Sheriff Jim"
— to liven up ad copy.
Along with these characters, Kool Aid,
a product of the Perkins Div. of General
Foods Corp., White Plains, N. Y., will fea-
ture new jingles on The Mickey Mouse Club
(ABC-TV) and Roy Rogers (NBC-TV) and
on Breakfast Club (ABC Radio). A Per-
kins' spokesman said the advertising pro-
gram will be the "biggest in the history" of
the product, with tv reportedly receiving an
increasing share of the Kool-Aid budget.
Foote, Cone & Belding, Chicago, handles
the account.
Chalmers Promoted at C & H
WILLIAM A. CHALMERS, manager of
the Los Angeles office of Calkins & Holden,
has been made vice president in charge of
that branch, succeeding Harry W. Witt, who
resigned to head the Los Angeles office of
the new Reach, McClinton & Co. [B»T.
April I].
Mr. Chalmers, who at one time was radio-
tv director of Kenyon & Eckhardt, New
York, has also taken over supervision of the
C&H radio-tv activities in Los Angeles
formerly handled by John A. Potter, radio-tv
director, who also has moved over to Reach,
McClinton. C&H accounts include Litton
Industries. Beverly Hills, Calif., electronics
firm, on which Mr. Chalmers has been ac-
count executive; Rand Corp. and "21"
Brands.
Shulton Inc. 'Delighted'
With CBS-TV 'Cinderella'
SHULTON Inc.. Clifton. N. J., was "de-
lighted" with the public response toward
CBS-TV's Cinderella musical spectacular
last Sunday and is keeping a corporate eye
open for other "one-shot" spectaculars.
That's the word from Wesley Assoc., Shul-
ton's agency in New York. According to
officials there, Shulton, for its Old Spice
shaving accessories (cream, lotion, etc.).
"might be very interested" in a pre-Christ-
mas or pre-Father's Day spectacular.
The cosmetics-pharmaceutical firm has
been partial to CBS-TV. It has, in past
seasons, picked up parts of Edward R. Mur-
row's See It Now programs. But this does
not mean it is turning a deaf ear to over-
tures from other networks, the agency said.
It would like, in addition to the spectacu-
lars, to buy an alternate week, 30-minute
program next season. The agency is under-
stood to have been talking to representa-
tives of all three networks. To date, noth-
ing has been picked yet.
SPOT NEW BUSINESS
Bon Ami Co., N. Y., is launching campaign
for its Jet-Spray Bon Ami, effective April 21.
in Canada with radio and newspapers. Ac-
count is handled in Canada by Cockfield
Brown & Co., Montreal.
NETWORK BUSINESS
De Soto Div. of Chrysler Corp., Detroit, re-
news its contract for ninth consecutive year
on Groucho Marx show You Bet Your Life
on NBC-TV. Thursday, 8-8:30 p.m. BBDO.
N. Y.. is agency.
Curtis Publishing Co., for the Saturday
Evening Post, has signed as sponsor for
segment of CBS Radio's Arthur Godfrey-
Time Tuesday 10-10:15 a.m. EST. for 52
weeks. Agency: BBDO, N. Y.
A&A SHORTS
J & G Television Productions Inc., Cleve-
land, changes name to Kravitz & Davis Adv.
Agency Inc.
Don Kemper Co., Dayton, Ohio, and Chi-
cago, has opened N. Y. office at 350 Fifth
Ave., with John Malone Jr. as vice president
in charge of office and Michael A. Spano as
creative director. Telephone: Lackawanna
4-7730.
A&A PEOPLE
Kenneh W. Akers, president-chief executive
officer. Griswold-Eshleman Co., Cleveland,
elected chairman and succeeded by Charles
Farran, vice president. Clayton Kenney, ac-
count executive, elected vice president-
creative director. Officers re-elected include
William A. Weaver, vice president-assistant
treasurer; Lee R. Canfield, vice president;
John F. Davis, secretary-treasurer, and Ann
Whittlesey, controller.
Charles L. Fleming, account executive at
Reincke, Meyer & Finn Inc., Chicago, elect-
ed vice president.
Robert Pasch, associate copy director, Ruth-
rauff & Ryan, N. Y., to Kenyon & Eckhardt,
same city, as vice president and copy super-
visor.
Robert M. Jenove, media director, Albert
Frank-Guenther Law Inc., N. Y., and How-
ard Llebl, account executive, elected vice
presidents of agency.
Elsworth Timberman, associate account ex-
ecutive, Benton & Bowles, N. Y.. to Kenyon
& Eckhardt. same city, as account executive.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,378,000 people in the U. S. over 12 years of age during the
week, March 31-April 6. This is how they spent their time:*
67.5% ( 82,707,000) spent 1,727.1 million hours
55.8% ( 68.371,000) spent 989.1 million hours
82.5% (101,086,000) spent 412.8 million hours
26.9% ( 32,960,000) spent 153.8 million hours
22.6% ( 27,691,000) spent 242.2 million hours
25.4% ( 31,249,000) spent 130.2 million hours
WATCHING TELEVISION
LISTENING TO RADIO
READING NEWSPAPERS
READING MAGAZINES
WATCHING MOVIES ON TV
ATTENDING MOVIES
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categoies, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies" category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week
Page 36
April 15, 1957
Broadcasting
Telecasting
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Telephone MUlberry 5-5670
TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SY
Represented by THE KATZ AGENCY, Inc. New York, Detroit. Kansas City. San Francisco, Chicago, Atlanta, Dallas, Los A
mmm.
WBRE-TV Meai2s
AUDIENCE COMMUNICATION
/o the people of 19 Counties in N.E. Pennsylvania
Two million pairs of eyes can see it ... . three hundred and thirty
thousand sets can view it ... . and it also means that your sales
message should be on it ! Because, nowhere in Northeastern
Pennsylvania can you attract so much attention, so quickly, so
completely, so forcefully, so economically, as you can on WBRE-TV.
AN JjEgj" BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
LEHIGH SNYDER MONTOUR CARBON CLINTON
Man has employed many ingenious methods
to communicate messages, but never so dra-
matic as Television. A polished shield was
used by the Persians to flash signals to their
fleet in an attempt to capture the city of
Athens. Though this was the principle of the
heliograph, no further use was made of it
until the last century.
Page 38 • April 15, 1957
Broadcasting • Telecasting
NETWORKS
ABC RADIO TO VIE FOR NO. 1 SPOT
• Goldenson sets goal as ABC Radio splits from ABC-TV
• Robert Eastman heads new corporation effective May 1
ABC RADIO will shoot for the No. 1 spot
in network radio.
As steps in that direction — a goal set last
week by American Broadcasting-Paramount
Theatres President Leonard H. Goldenson —
ABC Radio will be created as an auton-
omous subsidiary of AB-PT and Robert E.
Eastman, who resigns as executive vice
president of John Blair & Co., radio station
representative, has been picked to head it
as president. The announcement by Mr.
Goldenson Thursday — following Wednes-
day's AB-PT board meeting — thus confirmed
what had been reported widely for the past
few weeks [B*T, April 8, 1].
Under the new structure, the present ABC
Division continues to operate the television
network and the owned stations.
Mr. Eastman moves into the top position
at ABC Radio, vacant since Don Durgin
moved to NBC-TV as vice president for
sales planning [B*T, March 4]. Arthur H.
McCoy assumes Mr. Eastman's duties at
Blair (story, page 74) effective May 1, the
date when the new ABC Radio setup and
Mr. Eastman's appointment go into effect.
Mr. Goldenson pointed to AB-PT's "ever-
widening broadcast activities" as having
made it "desirable" to create a separate radio
corporation since it will permit "greater
emphasis to this dynamic medium and better
realize its full potential." Opportunity for
"new ideas and creativity" in network radio
"were never better," Mr. Goldenson said,
because of a "remarkable growth of radio
circulation."
He noted, "It is our aim to make the most
of this opportunity and achieve the No. 1
position in network radio," and that Mr.
Eastman with his "proved record" was se-
lected to "provide the leadership to attain
our goal."
In an accompanying statement, Mr. East-
man asserted ABC Radio plans "a quality
programming-product" that will be sold
"creatively on its merits as an advertising
medium" and that will "coordinate closely
with our affiliates," since the strength of the
stations is the strength of the network. He
said the network will emphasize "the ele-
ment of showmanship in every regard" since
radio broadcasting "is primarily show bus-
iness— our product is programming."
, Mr. Eastman started with NBC as a page,
"WELCOME ABOARD" is given ABC
Radio's new president, Robert East-
man (r), by Leonard Goldenson, pres-
ident of the parent American Broad-
casting-Paramount Theatres.
rose to co-op program sales and to NBC
Spot Sales, spent a year with ABC Spot
Sales and in 1943 joined Blair & Co. as a
salesman, moving up to sales manager, vice
president and in 1954 to executive vice
president.
Affiliates Hear Plans
For NBC Radio Changes
PLANS for revisions and innovations in
both morning and evening programming on
NBC Radio were presented by network of-
ficials to members of their affiliates' execu-
tive and program committees at a meeting
in Chicago last Tuesday, coincident with the
NARTB convention.
Although details were not disclosed pub-
licly pending notification of affiliates gen-
erally, it was understood the new plans
include:
• A new 90-minute thrice-weekly night-
time program called Nightline which, with
Walter O'Keefe as m.c, would consist of
pickups around the country, presenting
nightclub comics, movie stars on personal
appearances, etc., and also including replays
of notable radio shows of the past. In addi-
tion there would be newscasts, probably
handled by Martin Agronsky, and perhaps
news analyses by David Brinkley and Joseph
C. Harsch. Slated to start April 30, the pro-
gram would be carried at 8:30-10 p.m. EDT
on Tuesdays, Wednesdays, and Thursdays.
• A foreshortening of Bandstand, now
carried at 10 a.m. to 12 noon EST across
the board, to accommodate a new radio ver-
sion of Truth or Consequences at 10-10:30
a.m.
• At the request of affiliates, a 15-minute
world news roundup is being planned. It
probably will be networked between 7:30
and 8 a.m., with affiliates free to tape it for
later broadcast if they prefer not to carry the
live feed.
Network officials said the affiliates' com-
mitteemen reaffirmed their approval of NBC
Radio's policy of presenting five-minute
newscasts on the hour, launched early this
year.
Other subjects on the agenda included
sales and promotion plans for summer and
fall.
Meanwhile, George Harvey of WFLA
Tampa, Fla., was elected chairman and sec-
retary of the NBC Radio Network Affiliates'
Executive Committee, succeeding Lester
Lindow of WFDF Flint, Mich., now execu-
tive director of Assn. of Maximum Service
Telecasters.
Matthew J. Culligan, NBC vice president
in charge of the radio network, outlined the
network's plans at the meeting. Harry Ban-
nister, vice president for station relations,
presided. Other NBC officials on hand in-
cluded Charles R. Denny, executive vice
president for operations; David C. Adams,
executive vice president for corporate rela-
tions; Jerry A. Danzig, vice president for
radio network programs; Donald Mercer,
director of station relations, and George A.
Graham, director of radio network sales
planning.
Executive committee members present, in
addition to Mr. Harvey, were J. Leonard
Reinsch, WSB Atlanta; Harold Hough,
WBAP Fort Worth; David Baltimore,
WBRE Wilkes-Barre, Pa.; G. Bennett Lar-
son, KDYL Salt Lake City; George Wagner,
KFI Los Angeles; Richard Mason, WPTF
Raleigh, N. C, and Harold Grams, KSD St.
Louis. Mr. Grams, formerly on the program
advisory committee, was named to the execu-
tive committee to fill the vacancy created
when Mr. Lindow left.
Program advisory committee members
attending were Alex Keese, WFAA Dallas;
William Warren, KOMO Seattle, and Frank
Gaither, WSB Atlanta. Mr. Gaither was
named to the advisory committee to fill Mr.
Grams' place.
Rush Order by A&P Gets
Quick CBS Radio Response
NETWORK radio's flexibility was empha-
sized last week when, on two-days' notice,
CBS Radio arranged a line-up of 130 sta-
tions east of the Mississippi for the Great
Atlantic & Pacific Tea Co. to announce a
price reduction in its coffee brands through
use of a two-day saturation campaign
Thursday and Friday.
A spokesman for Paris & Peart, New
York, agency for the A&P coffee division,
said the company decided Tuesday to an-
nounce its price cut on Thursday and Fri-
day. A & P, he added, had not used net-
work radio in many years, although it has
used spot radio recently.
The campaign, designed to bring to the
attention of the weekend consumer the
reduction in prices of the coffee brands,
used CBS Radio daytime and nighttime
programs. On Thursday, A&P bought
seven-and-one-half minutes units of This
Is Nora Drake and Road to Life and five
minutes each of Wendy Warren and the
News, Second Mrs. Burton, Strike It Rich,
and Edward R. Murrow With the News. On
Friday the contract called for seven-and-
one-half minutes of This Is Nora Drake and
Right to Happiness and five minutes of
Our Gal Sunday, Second Mrs. Burton,
Strike It Rich and Edward R. Murrow With
the News.
Broadcasting • Telecasting
April 15, 1957 • Page 39
NETWORKS
MBS AFFILIATES HEAR DETAILS
OF PLANNED MUSIC-NEWS FORMAT
• Stations apparently approve changes starting June 2
• Those who disapprove will be replaced or dropped
DETAILS of Mutual's plans to take the
plunge into a basically news-and-music
service operation [B«T. Jan. 28, et seq.]
were spelled out to, and apparently well
received by, a meeting of the network's af-
filiates at a pre-NARTB convention session
in Chicago April 7.
President John B. Poor reaffirmed after
the 90-minute meeting that the plan would
be put into operation starting June 2 [B»T,
April 8]. Contracts embodying the new
terms will be mailed to the 500-plus affiliates
the week of April 15. Any who decline to
go along will be replaced or dropped from
the Mutual lineup.
Mr. Poor felt the new plan offers "the
solution to the majority of problems that
confront networks and stations today."
Basically, it encompasses ( 1 ) five-minute
news on the hour and half-hour; (2) re-
placement of most other programming with
music; (3) reduction of network option
time from approximately nine hours a day
to a half-hour daily Monday through Friday
and about six hours on Sunday; (4) in the
case of sales, payment of affiliates from the
first hour ordered, without the customary
"free hours" before payment commences.
The five-minute newscasts on the half-
hour will be available for sale by the net-
work; those on the hour by the stations.
With a few exceptions all other non-option
time programming — from 7 a.m. to mid-
night EST — will be available for sale lo-
cally without payment of talent fees to the
network. The stations may carry it sustain-
ing.
Mutual officials made clear that if they
are able to sell the newscasts and the ap-
proximately eight and a half hours of option
time reserved under the plan. Mutual can
operate at a satisfactory profit — which, they
pointed out, it has not been doing recently
under the conventional method of operat-
ing.
In private conversations they also let it
be known that "the life or death of a net-
work" hinges on the success of the new
plan. And in a written summation to the
affiliates they said bluntly that without a
profitable network operation "it is obvious
that economies would dictate either a severe
curtailment in services or the end of net-
work services as known today."
They reported that not only had the Mu-
tual Affiliates Advisory Committee approved
the plan unanimously, but that a field check
of affiliates in approximately 100 top mar-
kets found 85-90% approval and that reac-
tion among the 125-150 stations represented
at the Chicago meeting was predominantly
favorable.
A spot check among affiliates after the
session tended to confirm this view — at least
broadly. One station official summed it this
way: "I like it because it gives me network
service and still lets me operate as an inde-
pendent."
The half-hour of network option time re-
tained by Mutual falls at 5-5:30 p.m. local
time. MBS officials said they were not free
at the moment to disclose what program
they planned to put into this period, but
that they were close to completion of a sale
which might involve as much as $3 million
covering this and other time periods.
The approximately six hours of Sunday
option time includes a substantial block of
commercial religious programming on Sun-
day mornings.
Mutual's various news cooperative pro-
grams— Bob Hurleigh, Fulton Lewis Jr.,
Cedric Foster, Bill Cunningham, etc. — will
be continued but with a reduced talent fee
except for those stations already paying
minimum talent charges. With one excep-
tion, commentaries will be re-styled so that
the first five minutes will consist of straight
news, followed by 10 minutes of commen-
tary. The exception: Fulton Lewis Jr.'s 7
p.m. program, which remains 15 minutes
of commentary.
Network officials expressed confidence
that Kraft Foods, which currently sponsors
30 five-minute newscasts a week, and Miles
Labs, which has 39, would make whatever
adjustments are necessary to bring these
newscasts into the network's new commer-
cial news schedule (on the half-hour). It
also was noted that Lever Bros, sponsors
ABC-TV'S 'TWIX'
A NEWSLETTER for affiliates, Twix,
has been started by ABC-TV. Twix
will be sent to ABC-TV affiliate ex-
ecutives each month, starting with
April. The idea was conceived by
Oliver Treyz, vice president in charge
of ABC-TV, and Alfred R. Beckman.
vice president in charge of station re-
lations for ABC-TV. It will be ex-
ecuted by Gene Accas, ABC-TV ad-
ministrative vice president.
The name, a verbalization of TWX,
or Teletype Writer Exchange, was
chosen from more than 50 suggestions
that were submitted. Vol. 1, No. 1
contains information on ABC-TV ac-
tivities at the NARTB convention in
Chicago, current sponsorship status
for 1957-58 advertisers, new affiliate
data, rating reports and "current and
choice quips," to give the non-New
Yorker a briefing on current New York
jargon. Included in the last mentioned:
"Let's run it up the flagpole and see
who salutes" (1957 talk for a "trial
balloon").
two five-minute newscasts which now fall
on the half-hour.
Authorities said all newscasts — those
available for local sale as well as those sold
by the network — would be handled by top-
flight Mutual newscasters plus other news-
men of similar calibre who will be added
as their contracts with other organizations
expire.
Among current programming which will
not yield to music in the new format, aside
from news shows, will be Queen For a Day
(Mon.-Fri., 11:35-12 noon) and the "mys-
tery strip" at 8-9 p.m. across the board.
The latter is a so-called "swap deal" in
which the network sells the first half-hour
and the station the second. Mutual officials
said it has been successful for both network
and affiliates; accordingly, they foresaw no
objection to continuing the arrangement.
Mutual also will continue to program
sports events, public service features, and
"programs dealing with national or world-
wide importance." Overall. MBS expects its
expenditures for news coverage to increase
substantially under the new format. Al-
ready it has transferred its news headquar-
ters from New York to Washington "where
the bulk of headline news now originates"
[B«T, March 18]. Bob Hurleigh, who had
headed Mutual's Washington news opera-
tion since 1955, is now national director of
news and special events for the network.
MBS authorities said they expect no per-
sonnel cutback of consequence as a result
of the new format. Probably the chief sav-
ing, they said, will be in the cost of getting
station clearances, since ( 1 ) sales efforts will
be concentrated on the network newscasts
and the foreshortened option-time periods,
and (2) the stations can be expected to clear
readily enough for so relatively small an
amount of option time.
They expect sales to benefit materially,
on the theory that in the past many impor-
tant sales have been lost because the net-
work could not guarantee clearance.
The music to be substituted for much of
the current entertainment programming will
be recorded or taped, not live, and Mr. Poor
said the duties of a musical director for the
network probably would be assigned.
Although June 2 is the effective date of
the new plan, it will not become wholly op-
erative at that time.
"There will be some program conflicts
after the June 2 date due to present com-
mitments," the affiliates were told, "but we
will ask you to continue the programs as
we advise until such time as the commit-
ment ends, or we are successful in transfer-
ring the account to a new time period in
accordance with the agreement."
Mr. Poor said that with the reductions
in network option time, "obviously our
(Mutual's) potential is limited, but we feel
that the network will be in a secure position
with respect to any clearance and eventually
can command the top rates for time and
talent from any client due to the coverage,
clearance and ratings obtainable only
through such an operation . . .
"We will continue to work with you as
we have before and promise you our efforts
to make your schedule as flexible as possi-
Page 40 • April 15, 1957
Broadcasting • Telecasting
TRAVELING MUSIC FOR GLEASON
THE meteor that is Jackie Gleason
fizzled out of its CBS-TV orbit last week
as the network confirmed reports that
the tv comedian would not return next
season as star of his own weekly pro-
gram [At Deadline, April 8]. But the
decision to quit "was made entirely by
Mr. Gleason."' Hubbell Robinson Jr.,
CBS-TV executive vice president in
charge of programming, pointed out.
Mr. Gleason's reasons for wanting an
"out*" were stated both by Mr. Robinson
and "Bullets" Durgom. the comedian's
personal manager.
Mr. Robinson said. "Mr. Gleason was
deeply concerned about both the physical
demands and the problems involved in
trying to maintain the quality of his
shows on a weekly basis for another
year." Mr. Durgom stated it less elo-
quently but just as emphatically as he
asked: "Look, the guy*s been on seven
straight years — ever since Dumont —
practically every week. How much can
a man do? And where can he get the
material?" Mr. Gleason began his net-
work series on the former Dumont tele-
vision network's Cavalcade of Stars in
1949-50.
The star's decision not to return next
season will in no way affect his standing
as a CBS contract personality. Two years
ago. his original five-year contract was
torn up and replaced by a 15-year con-
tract with the network effective at the
end of his current season (last program:
June 23). It expires in 1972. At present,
neither Mr. Gleason nor the network
are sure what kind of services the come-
dian will provide in the future. Mr. Rob-
inson expressed the "sincere hope" that
CBS will "be able to find or create with
him vehicles in which he can make
frequent appearances during the 1957-
58 season."
Under the terms of the contract, Mr.
Gleason is not allowed to appear on any
other network, radio or television. How-
ever, he is free to continue making Capi-
tol phonograph rec-
ords, to package pro-
grams under the Jackie
Gleason Enterprises
banner, and to appear
in nightclubs and
movies.
According to Mr.
Durgom, Mr. Gleason is "undecided"
about his immediate future plans. So, it
seems, is his present sponsor. P. Lorillard
& Co.. concerning its 1957-58 network tv
strategy. According to officials at Loril-
lard (Old Gold) and Lennen & Newell.
New York, its agency, the only "set"
thing is Old Gold's participating sponsor-
ship of NTA Film Network's Premiere
Performance which began two weeks ago.
Lorillard is also understood to be talking
with ABC-TV officials regarding a show
on that network. Bulova Watch Co. was
Mr. Gleason's other sponsor, but it
dropped its option on March 23.
Though in recent months, Mr. Glea-
son's ratings have tended to lag behind
those of the opposition's (NBC-TV's
Perry Como Show), Mr. Gleason doesn't
subscribe to the theory that "ratings"
were responsible for his decision. His
answer is: "When people are watching my
show , they don't have time to answer the
telephone" — a reference to the Trendex
method of surveying listenership.
ble even under our new proposal." he as-
sured the stations.
"At this moment the most important
problem is immediate acceptance. Since
this new contract will automatically cancel
and supersede the present agreement only
when signed by you and confirmed by us.
we must have your answer as soon as pos-
sible.
"If your decision is to continue under
\our present agreement, w e will provide you
with appropriate notice of termination as
soon as we are successful in replacing your
station in the area.
"Working together. I think we have fi-
nally found the solution to the majority of
problems that confront networks and sta-
tions today. This solution depends on un-
derstanding and cooperation on both parts.
Rest assured, we have ours."
Speakers at the Chicago session, aside
from Mr. Poor, were Robert W. Carpenter,
station relations vice president: Mr. Hurleigh.
and Jules Cohen of Vandivere Labs, who
discussed automatic switching equipment
being developed by Vandivere at the sug-
gestion of Mutual (see story page 97).
Return of Van Doren —
Astride NBC Contract
TV QUIZ champ Charles Van Doren. who
recently endorsed television as an excellent
means of educating the masses — "but not
through quiz shows" — is going to get a
chance at practicing what he preaches.
He's been signed to an exclusive five-
year contract (three-year commitment, two-
year option) by NBC to appear on that net-
work's educational and public service pro-
gramming. The contract, negotiated through
his agent. Music Corp. of America Ltd..
and estimated to pay Mr. Van Doren $50,-
000 a year, becomes effective Sept. 1, though
Mr. Van Doren may do some work for the
network before that date.
Mr. Van Doren's comment: "I shall be
a performer in the sense that I will not pro-
duce or direct, but I won't be a performer
in any variety musical or dramatic pro-
gram." However, it was learned that NBC
may want to use the youthful English in-
structor for repeat performances on Twen-
ty-One next season.
Although Davidson Taylor. NBC's vice
president in charge of news, special events
and public affairs — the man Mr. Van Doren
would normally report to — declined to
comment on the contract or its specifica-
tions, it was learned that Mr. Van Doren
will partake in so-called "educational panel
shows" and the recently-launched classroom
series which the network is feeding to non-
commercial tv outlets. He also may be
"used" on Wide Wide World and will act
in an "advisory capacity" in educational
program planning.
Mr. Van Doren was emphatic about con-
tinuing at Columbia U. He considers his
NBC connection "extra-curricular." His
college pay will come to $4,500 a year (ef-
fective July 1 ) ; his NBC homework will
pay him ten times that much.
NBC Radio, Affiliates Set
For 'Beautiful Voice' Contest
NBC Radio Netw ork and 154 of its affiliated
stations will search for "the most beautiful
voice in America" through a contest to be
launched today (Monday).
Local stations will hold competitions
April 15-May 31 to find five best voices in
their areas. These will be re-recorded for
broadcast on five-minute programs on
NBC Monitor starting April 26. On the
weekends of June 7 and 14, the local win-
ners will be heard on Monitor and finallv
on June 16, "the most beautiful voice in
America" will be chosen from five finalists.
Judges include Bob Hope: Clifton Fadi-
man: Dr. Ormon Drake. New York U.
speech expert and director of New York's
Town Hall; Jerry Danzig, vice president in
charge of NBC Radio Network programs.
Among prizes for the winner will be an
NBC talent contract and an automobile.
Meeting to Air Problems
Of 'Disneyland' Commercials
ADVERTISING executives of companies
who will share sponsorship of the Disney-
land series on ABC-TV this coming fall-
winter season and tv executives of their
advertising agencies will meet with officials
of the network and the Disney organization
April 22-23 at the Walt Disney Studios
in Burbank. Calif.
There they will iron out production
problems, such as the integration of the
commercials in the programs. Some 75 in-
dividuals are expected to attend. Disneyland
sponsors for the season are: General Foods
Corp.. New York, through Young & Rubi-
cam. N. Y.; General Mills, Minneapolis,
through Tatham-Laird Inc.. Chicago, and
Dancer-Fitzgerald-Sample, N. Y.: Derby
Foods. Chicago, through McCann-Erickson.
that city, and Reynolds Metals Co., Rich-
mond, Va., through Buchanan and Co.,
N. Y.. and Clinton E. Frank Inc., Chicago.
SUCH IS LIFE
ONE month ago. Charles Van Doren
w as the top money maker in broadcast
quiz history. Today, he is an also-ran.
Within three days after he won his
S 129,000, he was surpassed twice: By
Teddy Nadler who won SI 52.000 on
S64.000 Challenge and by 10-year-
old Robert Strom who won SI 60.000
on $64,000 Question.
Broadcasting • Telecasting
April 15. 1957 • Page 41
NETWORKS
CBS-TV TAKES ISSUE WITH NBC-TV
ON DAYTIME LEADERSHIP CLAIMS
NBC-TV's recent claims of superiority in
daytime television were the target of blasts
by CBS-TV executives at the closing sessions
of the third general conference of CBS-TV
affiliates, held April 5-6 in Chicago [B«T,
April 8].
Oscar Katz, vice president in charge of
CBS-TV daytime programming, hit the
NBC-TV claims as "deceptive," while
Thomas Dawson, vice president for net-
works sales, assured the affiliates that "we
outsell our competitor by about 94% in the
daytime."
Mr. Dawson reported that the average
commercial daytime program on CBS-TV is
carried by 114 stations — a lineup which he
said is approximately 32.5% larger than
NBC-TV's daytime average. Thus, he said,
"We actually outsell NBC-TV by about
3,235 station hours of daytime programming
per week, or by about 94%."
At night, he said CBS-TV's average com-
mercial program is carried on 136 stations,
or 11.5% more than NBC-TV's. He offered
no exact sales data for night, except to say
that CBS-TV sells more in that area, too.
Moreover, he implied, CBS-TV's advan-
tage in daytime sales is resulting in new busi-
ness for NBC-TV — that is, that advertisers
who for one reason or another cannot get
into the CBS-TV daytime lineup have no
network place to go for daytime sponsorships
except NBC-TV (ABC-TV is not now in day-
time programming, except for late after-
noon).
Factors which make it "necessary" for
advertisers to go to NBC-TV for daytime
sponsorship, he indicated, are not only a
substantial schedule of commercials already
on CBS-TV, but such additional considera-
tions as product protection and the long-term
identification of certain products with certain
personalities, which discourages competitors
from associating too closely with those per-
sonality shows (Arthur Godfrey, Garry
Moore, Art Linkletter).
Mr. Katz told the affiliates that although
NBC-TV claims to be No. 1 in daytime
now, further examination shows that it con-
fines "daytime" to the 11 a. m. to 1 p.m.
and the 2:30 to 5:30 p.m. periods. This, he
pointed out, totals five hours of programming
when in fact NBC-TV carries 9Vi hours of
daytime programming before 6 p.m. NBC-
TV's leaving out the weakest half in justify-
ing its claims, he said, is "loading the dice."
He noted also that NBC-TV had counted
Matinee in its computations but had ex-
cluded its Home show.
Mr. Katz also stressed that in making its
claim of daytime superiority, NBC-TV
limited itself to adult audience shows, there-
by disqualifying such competition as ABC-
TV's Mickey Mouse Club from considera-
tion.
Mr. Katz said the Nielsen ratings on which
NBC-TV based its daytime claims showed
a total of 38 daytime quarter-hours in which
there were network programs, and that of
these CBS-TV led in 22 while NBC-TV was
ahead in 12 and ABC-TV in 4 (in terms of
average audience). In the latest Nielsen
ratings, he reported, CBS-TV is ahead in
25, NBC-TV in 9, ABC-TV in 4.
The question of product protection was
treated at some length, with CBS-TV Presi-
dent Merle S. Jones among those pointing
out that protection coupled with a substan-
tially sold-out schedule created a lack of
flexibility that is one of the "problems" of
success [B»T, April 8].
William H. Hylan, vice president for sales
administration, voiced hope that the policy
of protection against competing companies
was beginning to break down now that
Procter & Gamble and Lever Bros, are back
to back on Tuesday nights with the Phil
Silvers Show at 8 p.m. (P&G alternating
with Camels) and the Ann Sothern show at
8:30 (Lever alternating with Sheaffer pens).
Although they are competitive companies.
P&G and Lever do not advertise directly
competing products on these shows.
The question of lengthening station breaks
in order to accommodate two 20-seconds
spots in addition to the ID, a perennial hope
of many affiliates, was raised in a question-
and-answer session that closed the two-day
meeting. Network officials took the position
that such a move would chop up the sched-
ule to the detriment of good programming
[Closed Circuit, April 1].
Another question was whether CBS-TV
expects to increase the number of 90-minute
and hour-long programs in its schedule. The
affiliates were told that the network consid-
ers its current shows of these lengths to be
a part of good programming, but that this
doesn't necessarily mean that either more
or fewer will be included in the future.
Affiliates Praise CBS-TV
For Efforts in DST Tangle
CBS-TV's plans to combat the Daylight
Saving Time disruption to schedules — the
period from April 28 through Oct. 26 — re-
ceived special recognition in resolutions ap-
proved by network affiliates at CBS-TV
Affiliates Assn.'s April 5-6 meeting in Chi-
cago.
Adoption of the resolutions was an-
nounced by C. Howard Lane, KOIN-TV
Portland, Ore., and chairman of the affili-
ates group.
Cited were "extraordinary qualities of
leadership" shown by CBS President Frank
Stanton, CBS-TV President Merle Jones
and "others of the CBS-TV executive group"
for their cooperative efforts in working with
the affiliates. Dr. Stanton's leadership in
"critical problems affecting tv broadcasters"
in the legislative and administrative field
in Washington also was praised.
During the DST months, CBS-TV plans
to tape (via video recording) a total of 24 Va
hours of programming each week, and es-
timates a cost saving compared to the for-
mer method of filming programs for delay
broadcast.
ACTUAL WFAA-TV
NEWSREEL FOOTAGE
.Page 42
April 15, 1957
Broadcasting • Telecasting
Riding The Tail o<0A
jOf The Dallas -AV$S*
"TORNADO SPOTTED SOUTH OF DALLAS!"
Scampering to the roof of WFAA-Radio overlooking downtown Dallas, this
awesome spectacle was clearly visible — and heading toward the heart of
the city. Quickly all Dallas was alerted . . . commercial programs interrupted
. . . mikes brought to the roof . . . "beeper" lines set up for the nation's radio
audience to hear the minute-by-minute progress as it cut its destructive path
through Dallas. WFAA's mobile unit was rushed into hot pursuit as the funnel
reaped its sickening havoc.
Across town at WFAA-TV, newsmen and camera crews took out to literally
"ride its tail" — incredible footage shot within 300 feet of the tornado's tip.
Power lines were exploding all around . . . rooftops soared upward like spar-
rows, box cars tossed like toys. Within 20 minutes after the exposed film was
received, it was processed, edited, and ready for the NBC-TV NEWS with
Chet Huntley & Dave Brinkley.
May such reporting never be necessary again. However, when news breaks
(regardless of nature), WFAA Radio & WFAA-TV will be on hand for
complete and authoritative coverage.
BOB TRIPP — News Director for WFAA
Radio & TV (and Dallas' NBC "Hot Line"
Correspondent) — directed the coverage
and subsequent reporting for both facilities
under the severest of handicaps. His staff
included Jim Gibbs, Malcolm Couch, Mar-
ion Carlton. Jim Goodwin. John Starr,
Ellery Owen, Dick Magruder. Joe Tolbert.
and Bob Mansur.
WFAA-RADIO
820-570
WFAA-TV
CHANNEL 8
DALLAS
Radio and Television Services of the Dallas Morning News
Broadcasting • Telecasting
April 15, 1957 • Page 43
NETWORKS
ABC-TV PLANS FOR EQUAL BILLINGS
WITH OTHER TV NETWORKS BY 1 960
ABC-TV this fall will be moving with top
strength toward a goal of billing parity
with the two other networks by 1960, Oliver
Treyz, vice president in charge of ABC-TV,
told affiliates in a closed session in Chicago
April 7.
He said the 1957-58 season will be the
first in which ABC-TV will present, with
maximum strength, a full schedule of pro-
gramming with a truly national lineup of
stations. At the same time he revealed the
network's tentative evening program sched-
ule for fall — quality of which he said will
be fully competitive for the first time —
and detailed plans for "programming back"
into the pre-5 p.m. daytime periods (story
page 101 ).
In a closed session to which FCC mem-
bers were invited, Mr. Treyz told the af-
filiates the 1960 outlook for total adver-
tising investment in television time and
talent is $2.5 billion — network, spot, and
local — as against about $1.3 billion in 1956.
Noting that about half the total is in net-
work advertising, he said ABC-TV is shoot-
ing for at least $400 million or one-third
of the "network half" foreseen for 1960.
The $400 million would compare with $138
million on ABC-TV in 1956 and $11 million
in 1950, he pointed out.
While ABC-TV is aiming for billing
equality with its rival networks no later
than 1960, Mr. Treyz asserted, it already
is matching — and beating — the competition
in markets where programs from all three
networks meet head-on.
He cited ARB data for all three- and
four-channel markets in which there were
ARB February reports — a total of 18 mar-
kets. In this three-way battle of live network
programming, he said, ARB showed these
results:
First place— ABC-TV eight; CBS-TV
three, and NBC-TV seven.
Second place— ABC-TV seven; CBS-TV
six, and NBC-TV six.
Third places— ABC-TV five; CBS-TV ten;
NBC-TV two.
Moreover, he said, ABC-TV's average
share of audience in three-network markets
is going up. On a week-long overall basis,
he pointed out, Nielsen multi-network area
figures show that ABC-TV's share in net-
work evening option time was 59% higher
in 1956 than in 1953, with gains for in-
dividual evenings ranging from 31%
(Thursdays) to 191% (Wednesdays). Only
evening on which ABC-TV's share dropped
was Sunday, which fell 25% below the 1953
level in a decline attributed primarily to
the presence of Omnibus and Press Con-
ference, "two hours of specialized program-
ming . . . high in prestige and public service
but low in mass audience appeal." (Omnibus,
he said later, probably will be rescheduled
at 5:30-7 p.m. Sundays.)
While progress represents one blade of
the knife needed to cut a bigger slice of
the advertising pie for ABC-TV, Mr. Treyz
made plain another vital cutting tool is
stations — live clearances.
From six live-coverage markets in 1950,
ABC-TV's lineup grew to 71 at the end
of 1956 and will have added 10 more by
the start of the fall season, he asserted.
With these additions — including San An-
tonio and St. Louis, Miami, Norfolk, Omaha,
and Fort Wayne — the ABC-TV lineup will
provide live coverage of 81% of the nation's
tv homes, as compared to 76% in 1956 and
42% in 1950.
He continued:
"But even with the improvements noted,
one-fifth of the nation will still be denied
a full choice of live network programming.
"Looking at the problem another way,
advertisers face the problem of not being
able to amortize their heavy program in-
vestments over the full audience potential
of the nation's tv homes. In terms of selling
ABC-TV, this blockade of live coverage,
in one out of five of the nation's tv homes
represents an obstacle — a serious and con-
tinuing obstacle."
He cited a number of markets in which
ABC-TV "has neither a comparable live
outlet in the market, nor assurance of get-
ting one in the months ahead."
Among the nation's 21 "most important
markets," he noted. ABC-TV has no as-
sured competitive live clearance in Boston
( 1.4 million tv homes). New Orleans (400,-
000 homes) nor Pittsburgh (1.2 million
homes).
"The solution to the live, comparable
facilities problem in the 'A' and 'B' markets
we have just examined," Mr. Treyz said,
"could bring this figure up to 94% — fully
comparable and competitive to the other
two networks. But the sales that ABC-TV
has made thus far this season, and those it
will make, will be with 81% live coverage
against the competitive advantage of NBC's
and CBS's live coverage — each of which
has well over 90% of U. S. tv homes. This
represents a continuing hindrance to all
progress for ABC-TV, which means a hin-
drance for its affiliates."
But as ABC-TV s audiences rise, he em-
phasized, its cost per thousand is going
down. From $4.49 in 1955, he said, it has
dropped to $3.55, while NBC-TV's has risen
from $3.68 to $4.08 and CBS-TV's has
declined from $3.22 to $2.88.
"This is our competitive edge . . . our
increasing efficiency," Mr. Treyz told the
affiliates. "And this is the reason we need
to hold the line, wherever possible, on time
rates, and this is another reason we need
to expand our coverage — to amortize pro-
gram costs over a broader audience base,
to get more of the markets where we can
get higher ratings.
"We have made cost efficiency progress
despite our clearance and coverage handi-
caps— and as we overcome these handicaps,
and put more weight into the audience side
of the scale through our top-flight new
programs, it will be possible for ABC af-
filiates to get greater compensation."
OFFICERS of the ABC-TV Affiliates Assn. sit and network representatives stand,
for their first official portrait after election of affiliate officers in Chicago April 7.
Last year's officers were re-elected to new terms, with the exception of one new
board member.
They are (seated 1 to r) Willard Walbridge, KTRK-TV Houston, board member:
Fred Houwink, WMAL-TV Washington, chairman of the association; Harry LeBrun.
WLWA (TV) Atlanta, vice chairman; Joseph Drilling, KJEO-TV Fresno, Calif.,
treasurer; Joseph Bernard, WGR-TV Buffalo, board member; Joseph Hladky, KCRG-
TV Cedar Rapids, Iowa, secretary, and Joseph Herold. KBTV (TV) Denver, board
member.
Network officials (standing 1 to r): James T. Aubrey, ABC vice president in charge
of tv programming and talent; Alfred E. Beckman, vice president in charge of tv
station relations; Leonard H. Goldenson, president of American Broadcasting-Para-
mount Theatres Inc.; Slocum W. Chapin, ABC vice president in charge of tv sales,
and Oliver Treyz, ABC vice president in charge of television.
Missing affiliate board members: Don Davis, KMBC-TV Kansas City, and Wal-
lace McGough, WTVN-TV Columbus, Ohio, who was the only new member elected
to the board. He replaced Robert Lemon of WTTV (TV) Bloomington, Ind..
who did not seek re-election.
Page 44
April 15, 1957
Broadc as ting
Telecasting
DICTIONARY OF SYNONYMS FOR WSM-TV
iiii Mil t it l
Ill i I LIU 1.1 I l J
Top Ba-nan-a
No matter what yardstick you
use . . . programming, public service, audience loyalty, sales ability . . . you'll find
WSM-TV to be the number one station in the Nashville market.
For facts and figures, ask Irving Waugh or any Petry man.
Channel 4, Nashville, Tenn.» NBC-TV Affiliate • Clearly Nashville's #1 TV Station
IRVING WAUGH, Commercial Manager* EDWARD PETRY & CO., National Advertising Representatives
WSM-TV's sister station - Clear Channel 50,000-watt WSM Radio — is the only single medium that covers completely the rich Central South market.
WSM-TV
Broadcasting • Telecasting
April 15, 1957 • Page
NETWORKS
ABC-TV TENTATIVE FALL PLANS SET
• Singers Sinatra, Boone, Mitchell in weekday evenings
• Daytime programs to be 'built back' from 'Mickey Mouse'
THE first public glimpse of ABC-TV's ten-
tative fall program schedule came last week
after network officials previewed it for their
affiliates in a presentation (also see page
44) in Chicago April 7, preceding the
NARTB convention.
The lineup shows the new Frank Sinatra
program in the 9 p.m. spot on Fridays,
singer Pat Boone in the same period on
Thursdays, and singer Guy Mitchell in the
10 p.m. slot on Fridays. While the entire
schedule was labeled "tentative," the Mitch-
ell placement was doubly so, with officials
explaining that instead of going in Friday
at 10, it might be swapped with Fame and
Fortune, a combination variety-and-contest
show now pegged for Saturday at 10.
Some of the programs ABC-TV may use
in daytime programming — to be a "building-
back" operation from Mickey Mouse Club
at 5:30-6 p.m. and a strip of Adventure in
the Afternoon programs at 5-5:30 — also
were disclosed in the presentation.
A feature of the daytime programming —
aside from the basic departure of making
daytime rates one-third rather than one-half
of nighttime rates [B»T, Feb. 11] — will be
the showing of all programs at the same
local times across the country, as is now
the case with Mickey Mouse. This "clock
time" scheduling will be accomplished
through the use of video tape recordings and
film.
Officials also reported that Omnibus, 90-
minute show produced by Ford Founda-
tion's Tv-Radio Workshop — and whose fu-
ture had been in question before it ended
this year's run a fortnight ago — "will prob-
ably be back on ABC in a more suitable
slot, 5:30-7 p.m. Sundays." During the past
season it has been seen at 9-10:30 on Sun-
days.
Here's the way the evening schedule
shapes up, though officials stressed that sales
developments can shift programs around
and that other factors may lead to further
revisions before the 1957-58 season opens
(all times are prevailing Eastern Time):
SUNDAY (predominantly adventure and
suspense) — 7 p.m., You Asked for It; 7:30-
8:30, MGM Mystery Hour; 8:30-9 p.m.,
Amazon Trader, filmed adventure series;
9-10, Ted Mack's Amateur Hour, and 10-
10:30 p.m., Mike Wallace Interviews.
MONDAY (adventure and music) — 7-
7:15 p.m., new strip replacing Kukla, Fran
and Ollie and consisting of 10-minute sports
report, plus five minutes of sports news and
features which affiliates can cover and sell
locally; 7:15-30 p.m., John Daly newscasts;
7:30-8:30 p.m., Wire Service; 8:30-9 p.m..
Bold Journey; 9-9:30 p.m., Voice of Fire-
stone; 9:30-10:30 p.m., Top Tunes and New
Talent (Lawrence Welk).
TUESDAY (westerns)— 7-7:15 p.m.,
sports and features; 7:15-30 p.m., Daly
newscasts; 7:30-8:30 p.m., Cheyenne alter-
nating with another western, and Maverick,
another Warner Bros, film; 8:30-9 p.m.,
Wyatt Earp; 9-9:30 p.m., Broken Arrow;
9:30-10 p.m., Telephone Time; 10-10:30
p.m., UF-61, filmed story of New York
detectives in action.
WEDNESDAY (unchanged from current
season except for addition of sports and
features at 7-7:15 p.m.) — 7:15-30 p.m.,
Daly newscast; 7:30-8:30 p.m., Disneyland;
8:30-9 p.m., Navy Log; 9-9:30 p.m., Ozzie
and Harriet; 9:30-10 p.m., Ford Theatre;
10-10:30 p.m., Wednesday Night Fights
(with Miles Labs joining Mennen as co-
sponsor) .
THURSDAY (family appeal)— 7-7: 15
p.m., sports and features; 7:15-30 p.m.,
Daly newscast; 7:30-8 p.m., Casey Jones,
Screen Gems filmed series based on the life
of the legendary locomotive engineer; 8-
8:30 p.m., Walt Disney's Zorro adventure
series; 8:30-9 p.m., The Real McCoys, fam-
ily comedy; 9-9:30 p.m., singer Pat Boone;
9:30-10 p.m., Tin Pan Sally, comedy with
music; 10-10:30 p.m., Man Against Crime.
FRIDAY (adventure, music, and comedy)
— 7-7:15 p.m., sports and features; 7:15-30
p.m., Daly newscast; 7:30-8 p.m., Rin Tin
Tin; 8-8:30 p.m., Jim Bowie; 8:30-9 p.m..
The Calif ornians, story of California in the
Gold Rush days; 9-9:30 p.m., singer Frank
Sinatra; 9:30-10 p.m., Date With the An-
gels, situation comedy starring Betty White;
10-10:30 p.m., singer Guy Mitchell.
SATURDAY (adventure, music, variety-
competition) — 7-7:30 p.m., Galen Drake;
7:30-8:30 p.m., Conflict, alternating with
Sugar Foot, Western; 8:30-9 p.m., Ozark
Jubilee; 9-10 p.m., Lawrence Welk; 10-
10:30 p.m. Fame & Fortune, combining
variety and competition.
Cornerstone of ABC-TV's daytime pro-
gramming will be Mickey Mouse Club,
shortened to a half-hour and scheduled at
5:30-6 p.m. local time. Daytime programs —
to be carried at the same local times through-
out the country — will "build back from
Mickey." At 5-5:30 p.m. — "across the
country and across the board" — the network
plans "a series of top-flight action shows,"
which will consist of "filmed series that have
had successes in network or spot showing."
From there, "we will program back ... in
half-hours, as they are sold."
Some shows that "may" go into these
earlier periods, as the ones behind them are
sold, are:
At 4:30, What Makes You Tick, a Wil-
liam Morris production "based on the in-
triguing gimmick of testing participants'
ability to evaluate themselves in various as-
pects of their own personalities"; at 4 p.m.,
It's Your Choice, a General Artists Corp.
quiz show which offers the contestant a
chance to win "astronomical prizes" on his
first appearance; at 3:30 p.m., Bride and
Groom; at 3 p.m., Glamor Girl, which
glamorizes participants.
Oliver Treyz, ABC vice president in
charge of tv, summarized the network's pro-
gramming plans in the following manner:
"In building its program structure, ABC
has aimed for the widest variety of program
types and audience appeals. We think this
is in line with our desire and obligation to
serve all the public. ... In daytime and
nighttime combined, ABC offers 20 differ-
ent program types under six different pro-
gram categories. More and wider diversity
of programs is scheduled by ABC than by
either of the other networks."
Murrow & Friendly Series
Envisions Global Interviews
POSSIBILITY of linking continents through
television seemed less remote last week as
CBS-TV reportedly screened for advertisers
and agencies a pilot film of a new Edward
R. Murrow-Fred W. Friendly package titled
Small World. The team currently produces
See It Now for Pan-American World Air-
ways, while Mr. Murrow's Person-to-Person
Inc., packages the program by that name
for American Oil Co. and Time Inc.
Small World is understood to be a 30-
minute panel show featuring three world-
renowned celebrities each week. Through
use of film, intercontinental and trans-
Atlantic cable, and split-screen techniques,
the program would bring into American
living rooms discussions between such guests
as Ernest Hemingway (Havana), T. S. Eliot
(London), and Cecil B. DeMille (Holly-
wood), to name but three. Anchor man will
be Eric Sevareid operating out of New
York's CBS-TV Studio 41. Topics for Small
World patter may be submitted in advance
by viewers in exchange for free trips abroad,
it was understood.
Mr. Friendly, speaking on behalf of him-
self and Mr. Murrow (who last week was in
Puerto Rico "on assignment"), seemed high-
ly reticent about divulging the precise for-
mat and technicalities of the new series. He
said it was "much too premature" to talk,
about it in detail.
It may be assumed, however, that the
programs will not be seen next season, but
rather in 1958-59, since Small World was
not brought up during the recent CBS-TV
Affiliates Advisory Committee meeting in
Chicago [At Deadline, April 8].
O'Berst to CBS Research Post
EDWARD G. O'BERST has been appointed
director of research
for CBS Radio
Spot Sales, it was
announced Thurs-
day by Gordon F.
Hayes, general
manager of CBS
Radio Spot Sales.
Mr. O'Berst, who
previously served as
assistant director of
research for the
network's station
representative unit,
succeeds Richard
F. Hess who recently was named assistant to
the vice president in charge of station ad-
ministration for CBS Radio.
MR. O'BERST
Page 46
April 15, 1957
Broadcasting
Telecasting
tl MiT Tiff NUMX WEST
X0£*at PEOPLE CALLED /
«4lN ™Z.-noti FOP HELRL
l»l .■.►.■•3.1 :^
NEBRASKA
Near the peak of the big snow storm (March 25) over 400
calls came into the KFAB newsroom. Most of the calls were
from Superintendents and Principals of schools throughout
the area. They asked KFAB to get "No school today" in-
formation to some 400,000 school children in Nebraska and
Western Iowa. The same service was rendered to business
firm sand factories, many of which closed for the day.
Whether it's in the field of Public Service . . or service to the
advertiser, KFAB produces results unmatched by any other
media.
Get the full story on the new KFAB from Peters, Griffin and
Woodward or get the facts from KFAB Sales Manager,
E. R. Morrison.
i the Big Omaha Market Get
less ^ttm loar PG& W CabaeL Year
1 M w
50,000 WATTS
Broadcasting • Telecasting
April 15, 1957 • Page 47
TELEVISION: A sponsor using today's most popular
advertising medium reaches an average of 7.9 MILLION
families in the average nighttime minute* And, depending
on the program buy, the sponsor's commercial message
allowance generally ranges from two to six minutes.
RADIO: A sponsor using the CBS Radio Network IMPACT
plan complements and insures television's effectiveness.
He reaches a net of 8.3 MILLION families and he delivers
over three minutes of commercial messages per family -
at the most efficient costs in all advertising.
'He does far better than that across the street, on CBS Television,
ON THE
CBS RADIO
NETWORK
NETWORKS
NBC-TV NIGHT SALES: $80 MILLION
• Fall orders 60% over 1956, Sales Vice President Goodheart says
• Four new series included, plus seven series and time period renewals
ADVANCE fall nighttime sales at NBC-TV
"have surged ahead at an unprecedented
rate, with more than $80 million in gross
billings recorded by April 5," William R.
(Billy) Goodheart, vice president, television
network sales, announced last week.
Mr. Goodheart said the orders represent
an increase of 60% over the network's fall
nighttime sales position of exactly a year
ago.
The sales include orders for four new
NBC-TV series, renewals for an additional
seven series and time periods, and an order
for The Steve Allen Show. The orders are:
The Chevy Show, new hour-long variety
series starring Dinah Shore and others to
be sponsored by Chevrolet Division of Gen-
eral Motors Corp., Sunday 9-10 p.m., start-
ing Oct. 6 for 52 weeks. Miss Shore will star
in a number of the shows, using the same
format of her current NBC-TV hour series
for Chevrolet. The entire new series will be
in color. Campbell-Ewald Inc., is agency for
Chevrolet.
New hour-long weekly variety series team-
ing Eddie Fisher and George Gobel with
the two stars alternating as host and guest,
starting Sept. 24 in the Tuesday 8-9 p.m.
period. Alternate sponsors are Liggett and
Myers Tobacco Co. for Chesterfield ciga-
rettes and RCA and Whirlpool Corp. Mc-
Cann-Erickson is advertising agency for
Liggett and Myers. Kenyon & Eckhardt
represents RCA and Whirlpool Corp.
The Gisele Mackenzie Show, new half-
hour music and comedy series to be telecast
Saturday 9:30-10 p.m. starting Sept. 21 and
sponsored by Scott Paper Co. J. Walter
Thompson Co. is agency.
Aluminum Co. of America and Goodyear
Tire & Rubber Co. will alternate sponsor-
ship of new half-hour series to be announced
in Monday 9:30-10 p.m. spot starting Oct.
7. Fuller & Smith & Ross is agency for
Alcoa. Young & Rubicam represents Good-
year.
Liggett and Myers and Max Factor's
cosmetics have purchased Saturday evening
9-9:30 p.m. period starting Sept. 28 for
alternate sponsorship of a new program
to be announced. Agency for Liggett and
Myers is McCann-Erickson. Doyle Dane
Bernbach represents Factor.
S. C. Johnson & Son will sponsor The
Steve Allen Show on alternate Sundays
8-9 p.m. starting July 7 for 52 weeks.
Needham, Louis & Brorby is agency.
Proctor & Gamble has renewed sponsor-
ship of two programs — The Loretta Young
Show (Sunday 10-10:30 p.m.), beginning
Sept. 25. Benton & Bowles is agency. In
addition, P&G through Compton Adv. has
renewed the Tuesday 9-9:30 p.m. period
for a new series to be announced.
Scott Paper Co. has renewed Father
Knows Best starting Sept. 25 (Wednesday,
8:30-9 p.m.), J. Walter Thompson Co. is
agency.
DeSoto Division of Chrysler Corp. and
Toni Co. have renewed alternate week
sponsorships of You Bet Your Life Thurs-
day 8-8:30 p.m. effective Sept. 26. BBDO
is agency for DeSoto and North Adv. rep-
resents Toni.
The People's Choice Thursday 9-9:30
p.m. has been renewed by both of its alter-
nate sponsors — Borden Co. and P&G, both
through Young & Rubicam.
CBS-TV Sets New Western Drama
NEW dramatic western series, Have Gun
— Will Travel, will be presented on CBS-TV
this fall (Sat., 9:30-10 p.m.), it was an-
nounced last week by Hubbell Robinson
Jr., executive vice president in charge of
network programs. Richard Boone will star
in the series, which will be produced by
Julian Claman.
ABC-TV, Framer Prod. Plan Series
ABC-TV and Walt Framer Productions
are planning to jointly produce a new five-
time-a-week late afternoon audience partici-
pation series entitled Lucky Lady. The pro-
gram will be seen next fall, but "dry runs"
will be held before that time.
Keystone Broadcasting Adds 16
ADDITION of 16 new affiliates for a new
total of 934 stations has been announced by
Keystone Broadcasting System. Blanche
Stein, KBS station relations director,
reported following new clients: KG HI
Little Rock, Ark.; KRKS Ridgecrest
and KITO San Bernardino, both Calif.;
WDSR Lake City and WRGR Starke, both
Fla.; WSFC Somerset, Ky.; WICO Salis-
bury, Md.; WVLV Fallon, Nev.; WBLA
Elizabethtown, N. C; KNDC Hettinger,
N. D.; KWOE Clinton, Okla.; WDKD
Kingstree, S. C; KOLY Mobridge, S. D.;
WYTI Rocky Mount, Va., WAGT Ana-
cortes, Wash., and WSWW Platteville, Wis.
Harriscope Organizes Network
For Rocky Mountain Tv Stations
HARRISCOPE Inc., Beverly Hills, Calif.,
tv film producer-distributor and operator of
KTWO-TV Casper, Wyo., is forming a re-
gional television network for the Rocky
Mountain area, according to Burt I. Harris,
president. The new corporation will be
called Rocky Mountain Tele-Station Net-
work.
Stations (besides KTWO-TV) which fig-
ure in preliminary plans are KWRB-TV
Riverton, Wyo.; KRSD-TV Rapid City,
S. D.; KDSJ-TV Deadwood, S. D., and ch.
9 Sheridan, Wyo. Harriscope has pending
with the FCC an application for the Sheri-
dan construction permit.
Declared purpose of the proposed network
is to join small stations for program origina-
tion and for regional and national sales ef-
fort. Lawrence S. Berger, executive vice
president of KTWO-TV and C. Van Haaf-
ten, station general manager, have drafted
an application to the FCC to install micro-
wave facilities for off-the-air pickup from
Denver. The system would link areas of
South Dakota, Montana, Idaho and Central
Wyoming which heretofore have not been
interconnected for live network service.
Tower facilities would be on top of Casper
Mountain.
TV NETWORK SALES UP 9%
GROSS BILLING of the tv networks in
February totaled nearly $39.5 million, ac-
cording to Publishers Information Bu-
reau, which reported the rise as 9%
above the more than $37.1 million
grossed in time charges in the same
month of 1956.
CBS-TV and NBC-TV showed gains
in the comparative February billing
(8.5% and 7.6%, respectively) but ABC-
TV dropped 3.8% . The ABC-TV drop-off
was reflected in the combined January-
February billing in which ABC-TV was
only 0.7% ahead of its January-Febru-
ary total of a year ago.
A table of gross time charges for net-
work tv with February and two-month
comparisons and network totals, follows:
ABC-TV
CBS-TV
NBC-TV
TOTAL
January
February
TOTAL
Network Television
February February % Jan. -Feb. Jan. -Feb. %
1957 1956 Change 1957 1956 Change
$ 6,175,488 $ 6,418,210 -3.8 $12,891,069 $12,800,256 + 0.7
18,362,959 16,928,361 +8.5 38,594,433 34,748,816 +11.1
14,900,631 13,845,000 +7.6 31,455,572 28,540,116 +10.2
$39,439,078 $37,191,571 +6.0 $82,941,074 $76,089,188 + 9.0
1957 Network Television Totals To Date
ABC-TV CBS-TV NBC-TV TOTAL
$ 6,715,581* $20,231,474 $16,554,941* $43,501,996*
6,175,488 18,362,959 14,900,631 39,439,078
$12,891,069 $38,594,433 $31,455,572 $82,941,074
*Revised as of April 5, 1957.
Page 50 • April 15, 1957
Broadcasting • Telecasting
Another
ALL-TIME Record!
Birmingham
The Voice of Alabama
Local radio sales on WAPI for March,
1957, are the largest for any March in our
36 years of broadcasting.
Those who Know us BEST
use us MOST
Represented by John Blair and Co.
WABT, our sister TV station, also hit an all-time
record in local business for March.
Broadcasting • Telecasting
April 15, 1957 • Page 51
GOVERNMENT .
RCA-NBC REPLIES IN JUSTICE SUIT
WHAT FCC has approved, the Justice
Dept. cannot put asunder, RCA-NBC said
Friday in their formal reply to the Justice
Dept. antitrust suit before the U. S. Dis-
trict Court at Philadelphia stemming from
the exchange of Philadelphia and Cleveland
radio-tv stations between NBC and West-
inghouse Broadcasting Co.
RCA-NBC in essence reiterated that they
were caught in the middle of a jurisdictional
dispute between two government agencies
[B»T, Dec. 10, 1956]. They told the court
the FCC had kept the Justice Dept. fully
informed of the Philadelphia-Cleveland ex-
change— advising Justice that possible anti-
trust questions were raised — but Justice's
Antitrust Division "failed to avail itself of
the procedures made mandatory by the
Congress to obtain modification of the Com-
mission's action." RCA-NBC contended
the antitrust suit "is barred by the adminis-
trative finality of the Commission's action"
and held that the court lacks jurisdiction to
consider the case.
The Justice Dept. suit was filed in early
December on the eve of NBC's 30th birth-
day celebration in Miami with its radio and
tv station affiliates. It came after some 18
months of rumors and reports by the Justice
Dept. of its concern with broadcast net-
work practices and has been watched closely
by all segments of the radio-tv profession
for its possible harbinger of new actions
by the Justice Dept. in other areas. The
suit's broad language and unexplained
vagueness in some prayers for relief spread
no little alarm among all network execu-
tive offices.
RCA-NBC's formal reply Friday cate-
gorically denied the specific allegation by
the Justice Dept. that the Philadelphia-
Cleveland swap with Westinghouse was
forced by NBC through its network affilia-
tion power.
"WBC and NBC each entered into the
exchange agreement in furtherance of its
own legitimate self-interest and each there-
after sought approval of the agreement
from the Commission." The reply noted
FCC "approved the exchange as being in
the public interest" and the exchange was
consummated Jan. 22, 1956.
"Neither the agreement nor its consumma-
tion violated any statute or policy of the
U. S.," the reply continued. "On the con-
trary, the exchange was consistent with the
public interest, as determined by the Com-
mission, and has proven to be beneficial
to the industry, to the people of Philadelphia
and to the public at large."
The exchange of stations between NBC
and WBC was approved by FCC in Decem-
ber 1955. NBC traded its owned Cleveland
outlets, WTAM-AM-FM and WNBK (TV),
for WBC's Philadelphia stations. KYW
and WPTZ (TV) Philadelphia. WBC also
got $3 million. WBC now uses the call let-
ters KYW-AM-FM-TV in Cleveland. NBC
uses WRCV-AM-TV in Philadelphia.
The RCA-NBC reply recalled that the
exchange applications were filed with FCC
in June 1955 and "thereafter the Commis-
sion directed its staff to make a full investi-
gation of the facts concerning the proposed
exchange."
In August of that year, FCC advised the
Justice Dept. possible antitrust questions had
been raised, the reply noted, "and the Anti-
trust Division was continuously informed
by the Commission as to the facts relating
to the exchange."
Later that year FCC wrote both NBC and
WBC for further details, including the
anti-trust issues, and subsequently granted
the exchange, an action "which was within
the exclusive jurisdiction reposed in the
Commission by the Congress and was a
proper exercise of the Commission's expert
judgment." the reply continued.
"At no time did the Antitrust Division
intervene in the proceedings before the
Commission," the reply observed. "Nor did
the Antitrust Division protest the action
of the Commission or request a rehearing.
The Antitrust Division failed to avail itself
of the procedures made mandatory by the
Congress to obtain modification of the Com-
mission's action. That action has become
final and is not subject to attack."
The RCA-NBC reply denied the Justice
Dept. citation of the network as "adver-
tising sales representative for all members
of its station groups, as well as for some in-
dependently owned statons," explaining the
network does not act as sales representative
for non-network owned stations "except in
the sale of national spot advertising."
The reply pointed out. "there is vigorous
competition for national spot advertising
and local advertising among stations offer-
ing similar coverage, whether or not such
stations are owned by multiple-station own-
ers. There is also vigorous competition
among NBC and others for representation
of stations in the sale of national spot ad-
vertising whether or not such stations are
owned by multiple-station owners."
The RCA-NBC reply further contended
that the fact that WBC was the only non-
network station owner with vhf stations in
Philadelphia, Boston and San Francisco
"has neither significance nor relevance in
this action."
The Justice Dept.'s use of the top eight
markets in the U. S. as its reference frame
also is not relevant to WBC's competitive
position, RCA-NBC claimed. "The WBC
tv stations in Philadelphia, Boston and San
Francisco were important competitors of
other television stations in the same markets,
but not of any television stations owned and
operated by NBC," the reply asserted.
RCA legal counsel in the proceedings are
Schnader, Harrison, Segal & Lewis, Phil-
adelphia, and Cahill, Gordon, Reindel &
Ohl, New York.
Court Denies KNAC-TV Sale
To Southwestern Pub. Co.
THE EFFORTS of Southwestern Publish-
ing Co. (Donald Reynolds) to buy KNAC-
TV Ft. Smith, Ark., were dismissed by the
U. S. Court of Appeals in Washington last
week.
Southwestern, which through its subsidi-
ary, Southwestern Radio & Tv Co., owns
ch. 22 KFSA-TV Ft. Smith, contracted to
purchase ch. 5 KNAC-TV in December
1954 from American Tv Co., the permittee.
(American was owned 100% by H. S.
Nakdimen, while a former competing ap-
plicant, George Hernreich, had an option
to purchase 50%. Mr. Hernreich requested
FCC approval to exercise this option last
February [B»T, Feb. 11]).
The sale contract, which originally ran
only to Feb. 1, 1955, was repeatedly re-
newed with the last expiration date being
April 1, 1956. Mr. Nakdimen died Dec. 20,
1955, and after his death American and
Mr. Hernreich refused any further exten-
sion of the sales agreement with South-
western. The FCC then ruled that all plead-
ings filed by Southwestern became moot
and therefore must be rejected.
Southwestern had protested the Commis-
sion's action in granting involuntary control
of KNAC-TV to Mrs. Nakdimen and ex-
tension of the station's cp. On the transfer,
the court ruled that even if Southwestern
had standing to appeal, it did not show
that the action was erroneously taken.
The FCC should have, without question,
accepted the Southwestern's protest against
the cp renewal, the court said. However,
since injury that may result from the Com-
mission's action would be suffered directly
by KFSA-TV rather than the parent com-
pany, the appeal of Southwestern "must
accordingly be dismissed."
The court further ruled that since South-
western's subsidiary did not seek to be-
come a party and did not seek rehearing,
its appeal also must be dismissed.
Hearing Set for WESH-TV;
Three Protests in Offing
THE FCC last week set for hearing its
Feb. 6 action in granting ch. 6 WESH-TV
Daytona Beach, Fla., a change in trans-
mitter site, increased antenna height and
increase in power but refused to stay the
effectiveness of the grant.
Protesting the change in WESH-TV fa-
cilities are WDBO-AM-FM-TV, WLOF,
WKIS-AM-FM, all Orlando, Fla. WLOF
and WKIS are competing applicants for ch.
9 Orlando. WESH-TV was granted a move
of its transmitter toward Orlando, boost in
power from 1.26 kw to 100 kw, and increase
in antenna height from 320 ft. to 940 ft.
The hearing was scheduled to determine,
among other things, if the WESH-TV move
toward Orlando is in derogation of the Com-
mission's allocations policies, if there has
been a "full and frank" disclosure of WESH-
TV's program plans and the effect the ex-
tended service will have upon the availability
of WESH-TV facilities to Daytona Beach.
Page 52 • April 15, 1957
Broadcasting • Telecasting
IN NEBRASKA AND IOWA
...only kids use
more COLOR than
KM TV- Omaha
KMTV — Color Television
pioneers since 1953.
Completing our 1,910th
colorcast this month.
KMTV — the only station
in Nebraska and Iowa
completely equipped
for color TV.
Take the lead . . .
join the leaders in color
and black and white —
KMTV, Omaha.
See your Petry
Representative today!
Broadcasting • Telecasting
April 15, 1957 • Page 53
GOVERNMENT
SIX SALES FILED
FOR FCC APPROVAL
* Orlando sale top for week
• Five am stations sold
THE $3 million sale of WDBO-AM-FM-TV
Orlando, Fla., topped station transfers filed
last week for FCC approval. Others included
KCRS Midland, Tex., WPEO Peoria, 111.,
WBOW Terre Haute, Ind., KOWB Laramie,
Wyo., and KVNI Couer d'Alene, Idaho.
Cherry Broadcasting Co. (William S.
Cherry Jr. and associates) is buying the
Orlando stations from Harold P. Danforth,
J. Thomas Gurney, James E. Yarbrough,
William G. McBride and associates [B»T,
April 8]. Messrs. Danforth and Gurney, cur-
rently president-general manager and secre-
tary-general counsel, respectively, of the
stations, will remain in that capacity.
Mr. Cherry, who will own 85% of
WDBO-AM-FM-TV, owns 44.9% of
WPRO-AM-FM-TV Providence and for-
merly owned 44.9% of WNEW New York.
Associated with Mr. Cherry in the Orlando
purchase are William H. Goodman (10%),
assistant treasurer and director of the Prov-
idence stations, and Arnold F. Schoen Jr.
(5%), general manager of WPRO-AM-FM-
TV.
Of the $3 million purchase price, $2,461,-
000 is to be paid in cash at the time the sale
is consummated. The contract gives both
parties the right to cancel the sale if FCC
approval has not been granted by June 1,
1957.
A WDBO-AM-FM-TV balance sheet for
Feb. 1 listed undivided profits of $593,345
and a capital of $116,000. Cash on hand
was $119,893, with total assets of $1,224,-
062. A pro-forma balance sheet for Cherry
Broadcasting Co. (after giving effect to the
proposed transaction) listed a net worth of
$1,575,000. Cherry is financing the pur-
chase by borrowing $1.5 million from the
Bank of New York, $500,000 from the
Rhode Island Hospital Trust Co. and the
remainder from cash on hand.
All three WDBO stations are affiliated
with CBS and the ch. 6 tv outlet also car-
ries ABC and NBC programs. The am sta-
tion, established in 1924, operates on 580
kc with 5 kw; the fm operation is on 92.3
mc with 25 kw.
Wendell Mayes, his son Wendell Jr., and
William W. Jamar Jr. are buying KCRS
from Clarence Scharbauer Jr. and Ruth
scharbauer, a widow, for $220,000. Mr.
Mayes, who will own 96% of KCRS, also
owns controlling interests in KBWD Brown-
wood, Tex., and KNOW Austin, Tex.; 50%
of KTOK Oklahoma City; 40% of WACO
Waco, Tex.; 30% of KSNY Snyder, Tex.,
and 20% of KXOL Ft. Worth. The Schar-
bauers' balance sheet, dated Dec. 31, 1956,
listed total radio capital of $52,884, with
current assets of $5,597, total assets $48,525
and current liabilities $1,158.
KCRS is on 550 kc with 5 kw day, 1 kw
night and began operations in 1935.
WPEO is being sold by John R. Living-
ston to equal partners Kenneth Greenwood,
Robert Sharon, Merritt Owens and Lee
Vaughn, all of Kansas City, for $170,000.
Messrs. Greenwood and Sharon are sales-
men for WHB Kansas City and Mr. Owens
owns an advertising agency bearing his
name. The 1 kw daytimer is on 1020 kc.
The WPEO balance sheet, dated Dec. 31,
1956, listed a surplus of $23,761 and a net
profit since April 1, 1956, of $8,246. Cur-
rent assets $21,366, total assets $39,818,
current liabilities $30,334 and a net profit
for fiscal 1955 of $12,369.
Jerome W. O'Connor (70%) and associ-
ates are seeking Commission approval of
their $108,000 purchase of WBOW from
Curtis Radiocasting Corp. [B»T, March 25].
Mr. O'Connor owns a tv film firm, WPFA
Pensacola, Fla., and 50% of KLEE Ot-
tumwa, Iowa.
Curtis also owns WGBF-WMLL (FM)
Evansville, Ind., and WTMV St. Louis. The
current president of WBOW (on 1230 kc
with 250 w) is Alvin Eades. The station's
balance sheet, dated Jan. 31, listed a total
net worth of $103,202 with $84,682 as
surplus. Current assets were $51,236, total
assets $120,521 and current liabilities
$4,329.
George B. Dent, John Alexander and
their wives are selling KOWB to Richard
P. McKee and wife for $75,000. Mr. McKee
is a former assistant to the general manager
of WINS New York and also a former NBC
employe; Mrs. McKee is a former NBC
writer for the Tex & Jinx McCrary show
Mutual-affiliated KOWB, on the air since
1948, is on 1340 kc with 250 w. The sta-
tion's balance sheet for Feb. 28 listed its
net worth as $54,241, with an earned sur-
plus of $12,562. Current assets of $14,310
were shown, with total assets $60,787 and
total liabilities $6,545.
KVNI is being sold to former Mutual
executive Herbert Rice by Alan Pollock
for $65,000. Mr. Rice, who was with Mu-
tual for 14 years, will become president-
general manager of the station following
FCC approval of the sale. Mr. Pollock
also owns 6.5% of KBET-TV Sacramento.
KVNI is on 1240 kc with 250 w. The
station's Dec. 31, 1956, balance sheet
showed current assets of $8,698, total
assets $88,496, current liabilities $14,636
and capital $33,859.
CBS Asks to Use Ch. 11
With Temporary Facility
CBS, which received a grant for ch. 1 1
St. Louis March 29 [At Deadline, April 1],
has asked the FCC for authority to build
and operate a temporary station pending
completion of facilities spelled out in its
original application.
The network said that with this method
it could get KMOX-TV on the air much
sooner than if required to complete entire
construction before beginning operations.
The Commission previously had announced
that no special temporary authorizations
would be issued after April 1.
The proposal asked for a temporary
power of 90.9 kw with antenna 515 ft.
above average terrain, using a common
tower with KCFM (FM) St. Louis.
House Allots $250,000
For Study of Agencies
BY a roll call vote of 225 to 143, the House
last Thursday passed a resolution (H Res
191) to allot $250,000 for an investigation
to determine whether federal regulatory
agencies — including the FCC — are properly
administering the laws creating them as
Congress so intended.
The additional $250,000 sought by the
House Interstate & Foreign Commerce
Committee will be used by its Special Legis-
lative Oversight Subcommittee, headed by
Rep. Morgan M. Moulder (D-Mo.), to con-
duct the investigation.
Rep. Moulder's nine-man subcommittee
will meet "sometime this week" with Rep.
Oren Harris (D-Ark.), House Commerce
Committee chairman, to plan the scope of
the investigation and map out an agenda for
its work.
"We also will give immediate considera-
tion to obtaining appropriate personnel for
the staff of investigators and lawyers," said
Rep. Harris.
Passing the House after a short debate,
the resolution actually increased the initial
$100,000 allotted Feb. 7 for the full Com-
merce Committee to $350,000, with the ad-
ditional funds to be used solely for the in-
vestigation by Rep. Moulder's subcommittee.
"In the investigation the subcommittee
will not delve into personalities — this is not
a political witch hunt," Rep. Harris com-
mented.
Objective Job Promised
"You can rest assured an objective job
will be done; we're going to keep politics
out of it," he added. "The subcommittee is
not going into particular applications or in-
dividual problems to see whether they are
being handled fairly or not — its job will be
to re-examine the policies and laws creating
the regulatory agencies to determine whether
they are being administered as Congress
intended."
Noting that some 15 agencies will be
subject to the scrutiny, Rep. Harris listed
the principal agencies in the probe as the
Federal Communications Commission, the
Federal Trade Commission, the Interstate
Commerce Commission, the Federal Power
Commission, the Civil Aeronautics Board,
the Civil Aeronautics Authority and the
Securities & Exchange Commission.
He said his committee had received nu-
merous complaints from both "Democratic
and Republican congressmen" alleging that
some of the federal regulatory agencies are
not meting out fair and proper treatment
in their rulings.
Rep. Harris noted the House Commerce
Committee — which includes 13 Republican
members — earlier last week gave unanimous
approval to the resolution seeking additional
money for the investigation. The resolution
then was passed by the House Administra-
tion Committee, headed by Rep. Omar Bur-
leson (D-Tex.), and sent to the House floor
for debate and vote.
In debate on the House floor, those urging
passage of the resolution were Speaker Sam
Page 54 • April 15, 1957
Broadcasting • Telecasting
WRE C-TV, Channel 3 is
Always First in Memphis!
NO,
TELEVISION
STATION
. . . delivering top cov-
erage with top shows . . .
full power . . . and high-
est antenna!
ffit byA.R.BJ*
44.1
27.4
*A.R.B. Report, Feb
rU3ry' '957' Sign-on to Sign-off
gn-off, Sun thru Sat.
7%df by PULSE!
STATION QUArVe^hAmoc TOTAL
WREC-TV
STATION
297 J 6J4U
4,4m
51
4,m.2
Sun thru Sat.
WREC -TV
CHANNEL 3 MEMPHIS
— Covering the entire Mid-South!
Represented Nationally by The Katz Agency
Broadcasting • Telecasting
April 15, 1957 • Page
GOVERNMENT
TRANSLATORS GIVE RURAL WEST TV
• Over 1,000 predicted for U. S. in next four years
• Those in operation proving successful, say users
Rayburn (D-Tex.), Rep, Burleson (D-Tex.),
Rep. John W. McCormick (D-Mass.) and
Rep. Paul F. Schenck (R-Ohio). Congress-
men speaking against the resolution were
House Minority Leader Joseph W. Martin
Jr. (R-Mass.), Rep. H. R. Gross (R-Iowa),
and Rep. Karl M. LeCompte (R-Iowa).
WNET (TV) Withdraws
Ch. 1 2 Grant Protest
THE 3% -year fight against the FCC's grant
of ch. 12 in Providence, R. I., to Cherry &
Webb Broadcasting Co. (now WPRO-TV)
came to an end last week when ch. 16
WNET (TV) withdrew its protest.
WPRO-TV paid the now dark uhf sta-
tion $10,000 in consideration of its dismis-
sal of a suit pending in Superior Court,
Providence, and the withdrawal of WNET's
exceptions to an initial decision [B«T, Dec.
17, 1956] recommending that the grant be
reaffirmed.
WNET's original protest against the Sep-
tember 1953 grant was based on contention
a merger agreement between the three com-
peting applicants actually constituted a
"payoff" and that construction of the sta-
tion was started before a grant was made.
The Commission designated that protest for
hearing and ordered the examiner to submit
findings of fact only and not to make rec-
ommendations.
The "restricted" initial decision was is-
sued in April 1954 and the following Janu-
ary the FCC finalized the grant. WPRO-TV
went on the air in March 1955.
WNET, claiming that it had been dis-
criminated against appealed to the U. S.
Court of Appeals in Washington, which
ruled in favor of the protestant and re-
manded the case to the FCC. The court
cited the Commission's failure to order the
hearing examiner to issue an initial decision
containing both findings of fact and con-
clusions.
Last December's initial decision followed,
which found there had been no payoff or
unauthorized construction.
WPRO-TV is owned by William S. Cherry
Jr., his sister, Anna Cherry Gross, and
Charles W. Knowles. Mr. Cherry, with two
WPRO-TV associates, last week filed for
FCC approval of their purchase of WDBO-
AM-FM-TV Orlando, Fla., for $3 million
( story page 54).
KCCC-TV Withdraws Protest
KCCC-TV Sacramento, Calif, (ch. 40),
has announced it will withdraw its protest
against the proposed antenna-transmitter
move by ch. 13 KOVR (TV) Stockton,
Calif.
The FCC approved the move last No-
vember but later ordered a hearing [B«T,
Feb. 11], after accepting the KCCC-TV
protest, to determine among other things
whether the move would affect uhf stations
in Sacramento and Stockton. Several days
of hearings were held last month.
Both stations are affiliated with ABC.
LAST May the FCC authorized the con-
struction of low-power (10 w) tv translator
stations [B*T, May 28, 1956]. Today, nine
months after the July effective date for the
new service, there are 20 to 25 of the little
stations on the air rebroadcasting signals of
mother outlets.
Has this method been successful in pro-
viding tv service to sparsely-settled areas
which would not otherwise be able to re-
ceive a signal? Yes, say those in a position
to know, and their total potential has hardly
been scratched. Over 1,000 translator sta-
tions are predicted within the next three to
four years.
Establishment of the new service nearly
a year ago was sparked by the growing num-
ber of unlicensed boosters which had been
established by communities, especially in
the Northwest. However, long before these
illegal operations became a problem, the
Commission had been studying the most
feasible and inexpensive way to bring tele-
vision to all parts of the U. S.
Other methods were tried and discarded
for one reason or another. The aforemen-
tioned boosters, which operate on the same
channel as the mother station, were unac-
ceptable because they created interference
(shadows) and the cost was prohibitive. Cost
and the necessity of hooking the home into
a cable were drawbacks to community an-
tenna systems.
A translator actually is a transceiver,
which receives a tv signal (either vhf or uhf)
and rebroadcasts it on a uhf channel.
First to try a translator-type operation was
Sylvania Electric Products Inc., which built
an experimental station for the benefit of its
employes at Emporium, Pa. The Sylvania
station, operating on uhf, proved highly
successful but the construction costs (ap-
proximately $10,000) still were too high for
the average small community.
The next translator experiment, in Quincy,
Wash., drew the interest of electronics manu-
facturer Ben Adler (Adler Communications
Labs, New Rochelle, N. Y.). This station
was put on the air for $6,000 in 1954. After
studying the Quincy operation, Mr. Adler
and other electronic engineers estimated the
entire unit could be built and installed for
approximately $1,000. This price has since
been revised upward to $3,000, which still
is within reach of most areas.
(Last week, Adler displayed a translator
station, with accompanying antenna, at the
NARTB convention in Chicago. The trans-
lator sells for $2,750; the antenna, plus
medium-sized tower, for approximately
$1,130.)
Believing translators to be the answer for
tv-starved people, the Commission invited
comments [B«T, Jan. 16, 1956] on the pro-
posal to authorize translators. They were
authorized three months later and while there
has not been a flood of applications for
translators, more and more are predicted as
the service becomes established.
The first request for translators was filed
by James R. Oliver the same week the au-
thorization became effective. Mr. Oliver,
owner of KBIS Bishop, Calif., sought ch.
70 to rebroadcast ch. 2 KNXT (TV) Los
Angeles and ch. 72 to repeat the programs
of ch. 4 KRCA (TV) Los Angeles, with
both baby stations to be located in Bishop.
Mr. Oliver's applications were granted
in September 1956, as well as one for Haw-
thorne, Nev., to rebroadcast KRON-TV
San Francisco. The Commission has granted
42 translator cps with applications pending
for 54 more. Of the 42 grants, Oregon
leads all other states with eight. Next are
Colorado and California with seven each
(two in Palm Springs, Calif., have been set
for a hearing); four in Arizona; three each
in Nebraska, Nevada and Washington; two
each in New Mexico and Montana, and one
each in Oklahoma, Wyoming and Texas.
Translators are authorized to operate in
the upper end of the uhf band (chs. 70-
83), only. They must meet separation re-
quirements and give no interference to ex-
isting tv assignments or other translators.
Equipment must be of the type approved
by the FCC and they may be operated by
remote control. Translators also are required
to keep only a token log and an individual
with lowest-type radio operator's license is
permitted to operate the stations.
Mother Station Consent Needed
An applicant for a proposed translator
station must get permission from the mother
station he proposes to rebroadcast. As a
general rule, the established station wel-
comes a translator operation because its
coverage is increased. Networks also have
been cooperative in the establishment of the
new service.
Mac Parker, FCC electronics engineer
who has been working with the problem of
providing tv service to all part of the U. S.,
believes translators have more than proved
their effectiveness. He cites the testimonials
of operators, civic officials and viewers who
have to depend upon the baby tv stations
for a signal. For instance, the mayor of
Kingman, Ariz, (which has three translators
in operation), said that the picture in King-
man is better than residents in Phoenix can
get on their sets from the mother stations.
Of all the present developments in televi-
sion, translator stations are the only means
by which lightly populated areas will be
furnished with tv, Mr. Parker feels. The 10
w translators give a signal at 5 miles com-
parable to what a high power station delivers
at 25 miles.
Looming on the horizon: A possible effort
by such groups as ASCAP and BMI to
charge translators for rebroadcasting pro-
grams in which their artists appear.
Page 56 • April 15, 1957
Broadcasting • Telecasting
There's Something in the Air in Boston ... Materials to the Job Site
GOVERNMENT
Smith Reverses Self
On Pittsburgh Ch. 4
AN FCC hearing examiner reversed herself
last week in issuing a modified initial deci-
sion favoring WCAE Pittsburgh for a new
tv station on ch. 4 in that city.
Examiner Elizabeth C. Smith had issued
a previous decision, April 23, 1956, favoring
KQV Pittsburgh for the grant [B»T, April
30, 1956]. In that decision, she leaned heav-
ily on "the outstanding record of participa-
tion in civic and welfare projects by Mr.
(Irwin) Wolf," a leading principal in KQV.
At that time, she found that the owner-
ship of WCAE by the Hearst Corp. (WBAL-
AM-TV Baltimore, WISN-AM-TV Mil-
waukee and 12 newspapers) was detrimental
because of the concentration of control
factor.
However, four days before the first deci-
sion was issued, Mr. Wolf died. Subsequent-
ly, on Nov. 8, 1956, the Commission ordered
the record reopened to determine what steps
KQV had taken to replace Mr. Wolf.
In her modified decision, Examiner Smith
still found WCAE "deficient" in the diver-
sification of media of mass communication,
but found that applicant "superior to all
other applicants in such important criteria
as past performance in local broadcast sta-
tion operation, experience in broadcast oper-
ation, amount of live programs . . . and
greater assurance of effectuation of over-all
proposal." She noted that KQV "suffered a
great loss in leadership and especially guid-
ance in civic service" by the death of Mr.
Wolf. She said that Irwin D. Wolf Jr., who
replaced his father as a KQV principal, has
yet to prove himself.
Other applicants for the channel are Matta
Enterprises, Wespen Tv Inc. and Irwin Com-
munity Tv Co. The Commission last month
denied a petition by Matta for interim
operation of a tv station on ch. 4 [B*T,
March 11].
Pittsburgh currently has two commercial
tv stations on the air — ch. 2 KDKA-TV and
ch. 16 WENS (TV). The grant of ch. 11
there to WIIC (TV) was reaffirmed by the
FCC last month following the withdrawal of
a protest by WENS [B«T, March 25].
Speculation Aroused
By Magnuson's Letter
DESPITE a statement by Sen. Warren G.
Magnuson (D-Wash.) that his March 27
letter of inquiry (text, page 130) to national
television rating services was sent for "in-
formation only," there was some speculation
last week that his Senate Interstate & For-
eign Commerce Committee has taken a new
"tack" in its investigation of the business
operations of the tv industry.
At -least two or three rating services were
to have answered by this week, but some
officials have been silent about receiving
the letter, while others have termed the re-
quest "unusual."
Sen. Magnuson explained last week that
"we're not investigating them — we just want
information on their modus operandi and
how they arrive at their ratings." The sena-
tor noted he has received many inquiries
and complaints on the rating services' meth-
ods and operations. Earlier he had an-
nounced he was sending the inquiry letters
[B»T, April 1].
"We want this background information
because it affects programming, network
practices and other phases of the industry,"
Sen. Magnuson said. He noted that "infor-
mation" from the rating services would sup-
plement that of the FCC and the com-
mittee's Communications Subcommittee in
their network practices reports. "The in-
formation from the rating services will fur-
nish us a basis for further action," he added.
Pulse Inc., New York, was reported last
week to have sent the first reply to Sen.
Magnuson's letter, and the American Re-
search Bureau Inc., Washintgon, D. C, was
slated to file its answer this week, accord-
ing to John Landreth, ARB general manager
in Washington.
"We have completed our answer to the
senator's letter, and will mail it after Mr.
Seiler [James W. Seiler, ARB director]
returns to the office April 15 [today] and
approves it," Mr. Landreth said.
Meanwhile, officials of Hooper Inc., New
York, refused to confirm or deny receiving
the letter, and executives of A. C. Nielsen
Co., Chicago, termed the senator's request
"unusual." However, Henry Rahmel, Niel-
sen's executive vice president, said his firm
has "every desire to cooperate with the
Senate Interstate & Foreign Commerce Com-
mittee" in its exploration of tv rating serv-
ices. Mr. Rahmel noted — as did Mr. Land-
reth for ARB — that "such information has
been continually available to Nielsen tele-
vision index clients and to others interested
in subscribing to the service."
McConnaughey Urges
'58 Budget Restoration
CUTTING the FCC's proposed budget for
the '58 fiscal year will lower the Commis-
sion's service to the public and increase
backlog applications, especially in its safety
and special radio services bureau, declared
Chairman George C. McConnaughey in
testimony April 5 before the Independent
Offices Subcommittee of the Senate Ap-
propriations Committee.
In a letter to Sen. Warren G. Magnuson
(D-Wash.), subcommittee chairman, and in
testimony before the Senate group, Mr.
McConnaughey sought full restoration of
the proposed $8,950,000 appropriation for
the FCC in the next fiscal year. (The House,
following recommendations from the House
Appropriations Committee, had slashed the
Commission's budget to $8.3 million, thus
lopping off $650,000) [B»T, March 25].
Mr. McConnaughey pointed out to the
Senate subcommittee that the House cut
actually left the Commission with only
$17,000 more than was in its 1957 appro-
priation of $7,828,000 because $455,000
of the proposed '58 budget must go to the
Civil Service Retirement Fund.
Comr. McConnaughey cited the many
growing problems now facing the Commis-
sion— subscription tv, deintermixture, rule-
making decisions involving the whole spec-
trum, and planning for the 1959 Inter-
national Radio Conference in Geneva,
Switzerland, and others.
The FCC will not be able to effectively
handle these problems unless its budget is
fully restored, he said.
Terming the safety and special radio
services bureau "one place where it is al-
most disastrous to cut the agency," he noted
"many thousands more applications are re-
ceived every year, and we are bogging down
on them. We cannot do anything else but
bog down." Mr. McConnaughey said that
with no increase in staff "bigger backlogs
[can be] expected in this service."
He added that nonhealing application
backlogs in tv probably will increase some
25%, and standard am nonhearing appli-
cations are expected to double. Other serv-
ices that would be cut if the budget is not
fully restored include the General Counsel's
office and the field and monitoring depart-
ment, the FCC chairman said.
Also testifying was Robert W. Cox, FCC
executive officer, who told the subcommittee
that full budget restoration would enable the
Commission to employ about 85 more
staffers (raising the total from the present
1,104 to 1,189). To maintain the House cut
would mean that only 12 more people could
be employed, he said.
Chairman McConnaughey said that most
FCC employes are now working six days
a week, and "many nights too."
Bloomquist Asks Ch. 10;
Educational Tv Bid Filed
APPLICATION for ch. 10 in Hibbing,
Minn., was filed with the FCC last week
by Carl Bloomquist, owner of WEVE Eve-
leth, Minn. The applicant is asking for
10.6 kw visual and an antenna height of
633 ft. Construction costs are estimated
at $133,893.
Also filed last week was an application
for educational ch. 3 in Tampa-St. Peters-
burg, Fla. Florida West Coast Educational
Tv Inc. has asked for 14.23 kw visual and
an antenna height of 515 ft. Construction
and first year operating costs are estimated
at $84,000 and $100,000 respectively.
Robert R. Guthrie is president of Florida
West Coast. Two of the company's directors
are commercial broadcasters: George W.
Harvey, general manager of WFLA-AM-
FM-TV Tampa, and P. A. Sugg, executive
vice president of WKY Television System
(WKY-AM-TV Oklahoma City, WSFA-TV
Montgomery, Ala., and WTVT [TV]
Tampa) .
Upkeep of Unused Towers Sought
AN AMENDMENT to section 303(c) of
the Communications Act of 1934, which
would require former station owners to
"maintain the prescribed painting and/or
illumination" of abandoned or unused radio
and tv towers until they are dismantled,
was introduced into the House last week
by Rep. Oren Harris (D-Ark.), chairman
of the House Commerce Committee. Mr.
Harris said he entered the bill (HR 6746) at
the request of the FCC.
Page 58 • April 15, 1957
Broadcasting • Telecasting
There's Something in the Air in Boston... Final Check of Specifications
GOVERNMENT
WCMB-TV, WTPA (TV) Seek
Trade of Their Facilities
CH. 27 WCMB-TV Harrisburg, Pa., which
suspended operation for economic reasons
last Wednesday, and ch. 71 WTPA (TV)
Harrisburg, last week asked the FCC to
approve a unique application for change of
facilities between the two stations.
Under the agreement, ABC-affiliated
WTPA is buying WCMB-TV (including its
channel) for $150,000. WCMB-TV in turn
would operate on ch. 71 upon returning to
the air. WTPA also asked for a power in-
crease to 1 megawatt upon FCC approval
of its WCMB-TV purchase and operation
on ch. 27.
WCMB-TV, owned by Edgar T. Shepard
(66%%) and Edgar K. Smith (3316%).
listed a Dec. 31, 1956, balance sheet show-
ing a deficit of $106,500. Current assets
were $72,866, total assets $285,619 and
current liabilities $106,500. WTPA is owned
by the Patriot News Co. (Samuel I. New-
house and family), which listed a net worth
in excess of $2 million. The Newhouse
family also owns several other radio and tv
stations and newspapers.
WIBC, Mid-West Also Protest
Indianapolis Ch. 13 Grant
THE TWO remaining losing applicants for
ch. 13 Indianapolis has joined WIRE that
city [B«T, April 8] in protesting the FCC's
March 8 grant of ch. 13 to Crosley Broad-
casting Corp.
Like WIRE, WIBC Indianapolis and Mid-
West Tv Corp. asked for a stay of the
grant, reconsideration and rehearing. They
attacked vigorously participation in the case
by Comr. T. A. M. Craven. Comr. Craven,
upon advice from FCC general counsel that
he was legally obligated to participate, cast
the deciding vote in the Commission's 4-3
decision awarding grant to Crosley [B»T,
March 11].
Mr. Craven was not a member of the
Commission at the time oral argument was
held for the Indianapolis facility. Mid-West
also claimed that the FCC's action in deny-
ing a petition (filed in October 1956) to
amend its application and reopen the rec-
ord was "illegal." In addition to the Craven
protest, WIBC said the FCC erred in its
evaluation of applicants and refused to con-
sider all relevant factors.
WSPA-TV Transmitter Move
Protested in Court of Appeals
THE long history of protests in the ch. 7
WSPA-TV Spartanburg, S. C, transmitter
move was back in the Court of Appeals.
Washington, D. C last week.
Ch. 23 WGVL (TV) Greenville, S. C,
and ch. 40 WAIM-TV Anderson, S. C,
which have been to the court twice pre-
viously seeking to have the FCC's 1954
grant set aside, returned again seeking relief
from a Commission order issued last month.
In the latest order, the Commission refused
to stay its grant of the WSPA-TV move
from Hogback Mt. to Paris Mt., near Green-
ville, pending outcome of further hearings.
The court last September [B«T, Sept. 10,
1956], ruled that the FCC had erred in af-
firming the move and ordered further hear-
ings. At that time, there was considerable
speculation as to whether or not WSPA-TV
would be forced to go dark pending a new
ruling. The FCC's March order permitted
the station, which began telecasting April
29, 1956, to remain on the air.
Comr. Robert T. Bartley dissented to the
ruling by the Commission which permitted
WSPA-TV to remain on the air, stating: "I
have serious doubts that this carries out the
requirements of the court's decision."
Autry, Thomas Tax Claims
Denied by Internal Revenue
TWO tv personalities, one also a multiple-
station owner, have federal income tax
problems because claimed interest payments
have been disallowed. The Internal Revenue
Service says cowboy star Gene Autry owes
$142,000 for 1953-54 and that ABC-person-
ality Danny Thomas owes a much smaller
amount for 1952.
Mr. Autry declared a net income of
$15,000 for 1953 and $45,000 for 1954;
the IRS says this actually was $135,000
and $159,000. respectively, because interest
payments claimed by Mr. Autry are not
allowable. Mr. Autry has filed a petition
with the U. S. Tax Court denying the gov-
ernment's claim. The cowboy star owns
approximately 50% of KOOL-TV Phoenix,
KOPO-TV Tucson, KMPC Los Angeles
and KSFO San Francisco.
Mr. Thomas' net income for 1952 was
$73,000, according to IRS, which refused
to allow a $3,750 interest payment claim.
KBAK-TV Asks Ch. 10 Deletion
KBAK-TV Bakersfield, Calif, (ch. 29), last
week asked the FCC to institute rule making
proceedings which would delete ch. 10
(KERO-TV) from Bakersfield and reassign
that vhf channel to the area north of Los
Angeles. KBAK-TV further petitioned that
ch. 39 be assigned to Bakersfield in lieu of
ch. 10 and that KERO-TV be ordered to
show cause why it should not operate on
ch. 39.
KBAK-TV had sought ch. 12 Fresno
(KFRE-TV), Calif., which has been reas-
signed to Santa Barbara [B«T. March 4],
for its use in Bakersfield.
High Court Denies NFL Plea
THE U. S. Supreme Court last week refused
to review its Feb. 25 [B»T, March 4] deci-
sion that professional football is subject to
antitrust laws, denying without comment a
request for reconsideration filed by the
National Football League.
Attorneys for pro football had asked for
another hearing on grounds the ruling "con-
stitutes a discrimination against professional
football and a preferential 'exemption' of
professional baseball." The Supreme Court,
in 1922 and against in 1953, had ruled base-
ball exempt from antitrust laws.
FTC Probing Selling Methods
Of Trading Stamp Companies
A CRACKDOWN by the Federal Trade
Commission on many of the nation's big-
gest trading stamp companies apparently
is in the offing, with FTC members study-
ing drafted complaints alleging law viola-
tions.
Sperry & Hutchinson Co. (S & H
cash discount stamps). New York, which
is considered the only trading company
with virtually national distribution, is an
extensive television advertiser with its an-
nual budget approaching $2.5 million.
Through Sullivan. Stauffer, Colwell & Bay-
les, New York, S & H sponsors one-third of
NBC-TV's Perry Como Show and buys par-
ticipations on NBC-TV's Home program.
Value Enterprises (Top Value stamps),
Dayton, is an active purchaser of tv spots
and filmed programs in the Midwest and
Southwest. Stop & Save Trading Stamps
Corp. (Triple "S" stamps) through Hilton
& Riggio, New York, uses radio and tele-
vision spot announcements in its coverage
area encompassing eastern New York state,
using eight to ten television stations and
more than 25 radio stations.
Although the Commission has not di-
vulged the complaints, they probably will
include misleading advertising, unfair com-
petitive methods and discriminatory prac-
tices. Specific practices in selling stamps
to storekeepers and providing merchandise
"premiums" to housewives who have col-
lected the stamps apparently are the crux
of pending complaints against some 400
trading stamp companies.
The $600 million business already is
combating restrictive legislation in several
states and will be in for more "headaches"
if the FTC charges are issued.
The Commission's Bureau of Investiga-
tion and Litigation has been exploring
whether any of the companies' advertising
has been misleading or deceptive, whether
"unfair methods of competition" have been
used to give one store area rights over an-
other, and whether any stamp company
has discriminated between one store and
another.
The basic legality of saving stamps or
their status as a national institution are not
involved in the FTC investigation, Com-
mission spokesmen have said.
WMYR Protests WBRD Grant
ROBERT HECKSHER, who owns WMYR
Fort Myers, Fla., last week asked the Court
of Appeals for D. C. to set aside the FCC's
March 1 1 order which refused to reconsider
the grant of a new am in Bradenton. Fla., to
Sunshine State Broadcasting Co.
Mr. Hecksher claims that WMYR will
receive electrical interference from the new
station (WBRD), granted without a hearing
Dec. 19. WMYR operates on 1410 kc with
5 kw daytime and 500 w nights. WBRD was
granted 1420 kc with 1 kw daytime only.
WMYR asked that the Commission's
order be declared invalid, reversed and set
aside and that the case be remanded to the
FCC for a full evidentiary hearing.
Page 60 • April 75, 1957
Rroadcasttng • Telecasting
There's Something in the Air in Boston... Designed With an Eye to the Future
PERSONNEL RELATIONS
Tape vs. Technician: New Angle, Old Problem
VIDEO tape recording has introduced a
number of human problems. Network and
union officials are attempting to determine
just how the introduction of tape alters the
duties of various employes and just how
these alterations fit— or fail to fit — the terms
of present network-union agreements.
For instance, NBC-TV and the Radio-Tv
Directors Guild have gone to the American
Arbitration Assn. in Hollywood for an in-
terpretation of the duties of assistant direc-
tors employed in the network's coordination
room where films are checked for broadcast
and filmed commercials readied for inser-
tion into programs on cue. These and other
similar duties heretofore fell to the assistant
directors who are guild members.
Taped programs and taped commercials
are not always routed through the coordina-
tion room, and their call to roll comes from
the clock and not from the assistant director.
Hence the need for interpretation and the
failure of NBC-TV and RTDG to get to-
gether on it. This reportedly is the first time
that arbitration has been resorted to by
these two parties as a means of resolving
their differences.
Conversation concerning changes which
the introduction of the video tape record-
ings are making in the network's operations
and in the duties of engineering personnel
have commenced in Hollywood between
NBC-TV and the National Assn. of Broad-
L. A. AFTRA Now Boasts
4,892 Membership Total
AFTRA's Los Angeles local has 4,892 paid-
up members, according to a census as of
Feb. 1, showing an increase of 548 since
the last count six months before and of
1,022 since the 1955 count, the union re-
ported to its members in the March issue
of the local's bulletin, Dial-Log.
The breakdown shows actors accounting
for 61.3% of the total membership, singers
17.1%, announcers 9.2%, dancers 4.8%,
specialty acts 3.9%, models 1.6%, com-
mentators 1.2%, m.c.s 0.5%, sound men
0.4%.
The local's members are divided into
2,543 full-dues-paying members and 2,349
who pay half dues (those whose parent
branch of the Associated Actors and Ar-
tistes of America is other than AFTRA,
such as Equity, Screen Actors Guild, etc.).
As to earnings, the union reports that
"78 out of every 100 AFTRA members
earn only up to $2,000 annually in radio
and/or live television [work in filmed tv
shows would fall under SAG jurisdiction].
One out of every 11 earns $5,000 yearly;
one in about every 19 earns $10,000 per
year; one in about 26 earns $20,000 an-
nually, and one out of about 44 earns
$50,000 yearly. Forty-five members [less
than 1%] earn over $50,000 per year."
The local's own financial report for the
year ended Jan. 31, 1957, shows that it
collected $200,382.68 in regular dues and
fees; paid half to the national office, re-
taining $100,150.85, which fines, interest
Page 62 • April 15, 1957
cast Employes and Technicians representing
NBC's technical employes.
It is the practice, B«T was informed, that
when new equipment is introduced network
and union get together to discuss its effects
on the duties of the technicians. With the new
video tape both sides agreed to delay such
talks until the tape had been in use long
enough to determine how it has changed
the technical operations and what the new
technical requirements are. These talks were
held up for a while by the NBC-RTDG ar-
bitrations proceedings but now have begun
without waiting for those to end.
Not all of these labor disputes, arbitra-
tions or conferences stem from the video
tape innovation, however. NBC-TV also is
involved in an old-fashioned jurisdictional
dispute in which work the network needed
done was claimed as falling within the pur-
view of two unions. In modernizing Studio
2 in NBC Color City in Burbank to install
new color cameras it became necessary
to rewire part of the studio. NABET, rep-
resenting NBC's technical employes, claimed
the work for its members.
International Brotherhood of Electrical
Workers, to which the employes of Fishback
& Moore, contractors hired by NBC for
building alterations, belong, maintained that
its members should do the job. The solution
was as old-fashioned as the problem: The
work was divided between the two groups.
and other items raised to a total revenue
of $159,631.78; spent $114,691.35 in gen-
eral expenses and $2,098.35 to publish the
Dial-Log, leaving a net gain of $42,842.08
for the year. Added to the balance as of
Jan. 31, 1956, the local now has a surplus
of $142,289.73.
Writers, CBS Sign Agreement
WRITERS Guild of America East an-
nounced last week that an agreement has
been reached on a new contract with CBS
covering staff radio and television desk assis-
tants. The agreement, the guild said, com-
pletes union coverage of all desk assistants
employed by the major networks in New
York.
Terms include salary increases and other
fringe benefits. Desk assistants will receive
$52 weekly for the first six months and
raises bringing their pay to $65 for more
than two years of employment. In addition,
CBS has agreed to establish an informal on-
the-job training program to teach desk as-
sistants the various phases of the news opera-
tion including film shooting and editing and
news traffic.
Becker New AFTRA Counsel
MORTIMER BECKER, former law asso-
ciate in the firm of Jaffe & Jaffe, New York,
has been confirmed by the membership
as the general counsel of the New York
chapter of American Federation of Tele-
vision and Radio Artists. Ferdinand Pecora
has served in the post on an interim basis
for several months, following the resignation
of Henry Jaffe.
PROFESSIONAL SERVICES
Smith & Pepper Law Firm
Established in Washington
ESTABLISHMENT of a new Washington
law firm, Smith & Pepper, has been an-
nounced. The firm comprises E. Stratford
Smith and Vincent A. Pepper, and is lo-
cated at 1111 E St., N.W., Washington.
Telephone is Executive 3-8333. Mr. Smith
was trial attorney and chief, telephone serv-
ices facilities branch, Common Carrier Bu-
reau, before joining the Washington law
firm of Welch, Mott & Morgan in Decem-
ber 1952. During the last few years, Mr.
Smith has been executive director of the
National Community Television Assn. Mr.
Pepper is a 1951 graduate of Georgetown
Law School, joining the Welch, Mott & Mor-
gan firm immediately after receiving his
LL.B.
APRA Lists Speakers, Program
For Conference in Philadelphia
PROGRAM of 13th Annual Conference of
the American Public Relations Assn., to
be held in Philadelphia at the Warwick
Hotel April 24-26, has been announced.
At the opening luncheon Wednesday,
April 24, Dan J. Forrestal, president of
APRA and public relations manager of
Monsanto Chemical Co., will be principal
speaker. Irving Kahn, president of Tele-
PrompTer, also is on the program, to speak
on "Closed Circuit Television for Public
Relations Meetings."
A session devoted to "The Use of Radio
and Tv in Public Relations" will take place
on the final morning of the conference.
April 26. Panelists will be Fred G. Har-
rington Jr., public relations manager, In-
surance Co. of North America; Jack Hirst,
Scott Paper Co., and Abe Rosen, deputy
city representative, Philadelphia.
Pauline Frederick, NBC correspondent,
will address the Friday luncheon on "Public
Relations at the United Nations."
One topic of Friday afternoon's Eighth
International Public Relations Institute will
be "Tv Around the World," to be discussed
by Richard Hooper of the RCA public
relations staff and president of the Phila-
delphia chapter of APRA, hosting the con-
ference.
The conference will close Friday evening
with announcement of 17 Silver Anvil
awards at the final banquet.
Erwin Brokerage Adds Territory
RALPH ERWIN, Tulsa theatre and station
broker, has expanded services to cover New
Mexico, bringing licensed operations to a
total of eight states. At the same time Mr.
Erwin announced the opening of two new
branch offices, in Albuquerque, N. M., and
Shreveport, La.
Copeland Organizes PR Firm
HAL COPELAND, former radio-tv account
executive for The Branham Co., Dallas, has
formed a public relations firm, The Hal
Copeland Co., in that city. The new firm,
specializing in the entertainment field, is
quartered in the Melba Bldg. Telephone:
Riverside 7-8041.
Broadcasting • Telecasting
There's Something in the Air in Boston... A Masterpiece of Modern Engineering
STATIONS
DATELINES OF THE WEEK
A sampler of radio and television news enterprise
PHILADELPHIA — Reporters and cameramen
of WCAU-AM-FM-TV Philadelphia worked
with police in the pre-dawn hours last Thurs-
day as officials made new raids in their con-
tinuing crackdown on narcotics peddlers and
users. By 7:45 a. m. the stations had stories
and pictures of the raids on the air.
Cameraman Lew Clark, with newsmen
Barry Nemcoff and Ken Mayer, worked from
2 to 6 a. m. The four hour's work produced
film of raids on three homes, shots of police
booking and fingerprinting 43 suspects and
taped interviews with an admitted peddler
and user, an undercover agent and Police
Sgt. Anthony Bonder, head of Philadelphia's
narcotics squad.
CHARLOTTE — Earlier in the week WBTV
(TV) Charlotte newsmen found themselves
amidst the wake of a tornado, said to be
the worst such disaster in the two Carolinas
since the tropical hurricanes of 1954. WBTV
News Manager Nelson Benton and Earl
Wells, chief cameraman, worked throughout
the dav Monday, when the twisters struck,
and all night long covering the story at
various points in the two states. Their ac-
counts of the widespread destruction ran
extensively on WBTV and on CBS-TV.
CLEVELAND — After a year's spadework,
KYW Cleveland has launched its series.
Traffic Court, broadcasting cases as they are
handled by Municipal Jud°e George P.
Allen in suburban Parma. Traffic Court is
on the air, taped, Fridays at 10-10:30 p.m.,
edited from two-hour court sessions, but
with names and facts left intact.
Judge Allen opened his court to KYW in
the interest of promoting safety, timing the
April 5 debut to fight increased traffic mis-
haps in summer. A Safety Council meeting
nearly a year ago, attended by Judge Allen
and Sanford Markey, KYW news director,
germinated the idea for the court broadcasts.
On fruition. Judge Allen found no disturb-
ance to his court by the electronic coverage.
DENVER — One of the worst spring blizzards
in Colorado's history put Denver tv stations
out of business Tuesday afternoon, April 2.
But in the hours before the power failed
KBTV (TV) there packed in a full morning
of emergency coverage at the storm's height.
Jill Ferris, women's director and weather
girl for the station, was on the air from
11:30 a.m. to 1:15 p.m. with an extensive
weather report including beeper phone re-
ports from officials and hospitals and live
pictures of the snowy chaos on downtown
streets.
When it was able to resume telecasting
the next morning. KBTV prepared a special
half-hour report for that afternoon, Opera-
tion Dig-Out, using film of storm damage
• and telephone interviews.
GOLDEN — In this part of snow-ridden
Colorado. KGOL dropped regular program-
ming to talk about the weather, featuring
spot coverage and service bulletins until
a studio power failure put two announcers
on a two-hour talkathon, using a battery-
operated transistor amplifier. The station
news director, snowbound at Blackhawk,
Colo., telephoned reports to KGOL for 361/2
hours until he lost his yardstick in the snow.
The daytime station signed off at the usual
hour, but since impassable roads and buried
cars forced staffers to sleep at the office,
they relayed storm information to KDEN
Denver during the night.
The next morning KGOL helped put
Denver tv back on the air by broadcasting
a plea for snowshoes for power linemen.
An avalanche — of snowshoes — resulted, the
station reports.
DENVER — KOA was prepared for coping
with the new blizzard by its experience during
the big snow of March 23-24 which para-
lyzed sections of six western states. The
emergency service provided then by this 50
kw facility was, it was reported, the only
contact thousands of snowbound citizens had
with the outside world. KOA put in a full
two days of news and emergency service, was
queried and quoted by other Denver stations,
the outlet said. KOA penetrated a stranded
Union Pacific railway car with messages as-
suring 400 stranded passengers that help
was on the way. This service, provided
periodically March 24, at the request of the
Kansas State Patrol, was cited by the AP in
a wire story. At the end of the two-day.
overtime job, KOA saluted KGNC Amaril-
A DOCUMENTARY broadcast on
WBT Charlotte, N. C. last week de-
scribed that station's history on the
occasion of its 35th anniversary. Here
commentator J. B. Clark ( 1 ) inter-
views Earl Gluck, who helped build
WBT's first transmitter. Mr. Gluck to-
day is president of WSOC Charlotte
and holder of a cp for ch. 9 WSOC-
TV there, which will commence op-
eration soon as Charlotte's second tv.
Mrs. E. H. Hammond Jr., whose fa-
ther. Fred Laxton, was the station's
first licensee, described how her "one,
two, three, four" was WBT's first
broadcast signal. At right is Charles
H. Crutchfield. WBT executive vice
president and general manager. A con-
gratulatory message from President
Eisenhower was among many received
by the station last week.
lo, Tex.; KGNO Dodge City and KWBG
Goodland, both Kan.; KOGA Ogalalla and
KMMJ Grand Island, both Neb., for the
jobs done in their own hard-hit areas and
for cooperation provided KOA during the
emergency.
TUCSON — Turning its attention on a far-
away hot spot, KGUN-TV Tucson is sending
its news director, Shep Riblet, to the Middle
East to bring back a film report on the
crisis there. He will spend a week in Israel,
surveying the Gaza Strip, proceeding to
Aqaba and the Strait of Tiran and winding
up in Rome for a special film story on the
Vatican.
PHOENIX — Tom Chauncey, president and
general manager of KOOL-AM-TV Phoenix,
has received a letter from the city mayor,
Jack Williams, commending the continuing
job of the KOOL-TV news department,
headed by Ralph Painter. "No matter where
I go, I can honestly say that I find one of
your cameramen on hand covering the news.
Morning, noon and night they stay on the
job," said the mayor, continuing, "Such
diligence is in the highest concept of public
service to your community and the large
area you serve. . . ."
Judge Acquits Disc Jockey
In Philadelphia Morals Case
STEVE ALLISON, suspended disc jockey
of WPEN Philadelphia, was acquitted April
5 of morals charges made by a grand jury
last November [B«T. Nov. 5], The acquit-
tal was granted by Judge Charles G. Webb
sitting in the Philadelphia Common Pleas
Court. He heard the case without a jury
in February after the first trial last Decem-
ber resulted in a hung jury.
Mr. Allison last week was still under
suspension by WPEN. Upon the acquittal,
General Manager William B. Casky, vice
president-general manager of WPEN, issued
a statement that the station faced "further
questions which must be answered and deci-
sions which must be made before our think-
ing can be clarified" in the Allison matter.
The station was known to be under pressure
from listeners, business interests, education
representatives and the American Civil
Liberties Union, both for and against re-
instatement of Mr. Allison.
Former WPEN announcer Jack Barry,
also charged in the morals investigation,
was acquitted in January in a trial without
jury. He did not rejoin the station staff.
Mr. Allison was uncertain last week about
future plans. He has not been employed
during the trials.
Union Show 'Thrown Off' Air
In Los Angeles, Says Official
THE WEEKLY tv program sponsored by
the Los Angeles local (770) of the Retail
Clerks Union was "thrown off" KTTV
(TV) Los Angeles because "we wanted to
tell the truth about the North American
(Aviation) strike," Joseph De Silva ex-
ecutive secretary of the local, declared last
Wednesday. Charge came during a telecast
interview on Bill Stout's Eye to Eye program
Page 64 • April 15. 1957
Broadcasting • Telecasting
There's Something in the Air in Boston . . The Real Thing !
No kidding ... we didn't build it that way, but we did build it:
a new tower for WBZ-TV ... an engineering marvel that
reaches 1349 feet into the New England skies . . . the tallest
structure in New England.
WBZ-TV built this new tower for just one purpose — to
provide the finest television transmission facilities available,
gaining even greater audiences for your commercial message.
WBZ-TV's spanking new tower adds thousands of new TV
homes to our coverage area, increases population reached by
12.3% — over 100,000 new TV homes more reasons why . . .
in Boston, no selling campaign is complete
without the WBC-TV station
■A
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO BOSTON, WBZ + W8ZA. PITTSBURGH. KDKA:
CLEVELAND, KYW: FORT WAYNE. WOWO CHICAGO. WIND:
PORTLAND. K EX
TELEVISION BOSTON, WBZ-TV: PITTSBURGH. KDKA-TV;
CLEVELAND. KYW-TV: SAN FRANCISCO. KPIX
WIND REPRESENTED BY A M RADIO SALES
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
ALL OTHER WBC STATIONS REPRESENTED BY PETERS. GRIFFIN. WOODWARD. INC.
STATIONS
25 YEARS OF SELLING TIME
Raymer Co. has grown with radio, sees future gains with spot
IN 1932, at the suggestion of an advertising
agency friend, Paul H. Raymer decided to
give the comparatively new business of ra-
dio a try, though he had some reservations
about his decision. He formed the Paul H.
Raymer Co., station representative, in a
small office at Madison Ave. and E. 38th
St. in New York.
Mr. Raymer's reticence about radio
stemmed from a background of 11 years
in the advertising field devoted exclusively
to print media. He realized, too, he was
entering a business that had attained only
small recognition up to that time in the ad-
vertising community and was operating
without any accepted standards of business
practices.
Today, as the Paul H. Raymer Co. marks
its "25th anniversary year," Mr. Raymer
can look back at a record of substantial
growth and accomplishment for his repre-
sentation company. What may be even
more heartwarming to Mr. Raymer is that
the exclusive representation business has
earned the respect and acceptance of the ad-
vertising and broadcasting industries.
Fresh out of Cornell U. in 1921, Mr.
Raymer came to New York and for the
next 10 years worked for various advertis-
ing agencies, including the H. K. McCann
Co., as an account executive. The depres-
sion left him jobless and he embarked upon
a project that fascinates him to this day. He
began publishing a daily newspaper, Today
In New York, that attempted to give visi-
tors to the city (as well as residents) a pic-
ture of what was to take place in New York
on the date of publication. Mr. Raymer
published the newspaper for almost five
months, but had to abandon the project
when he was unable to obtain needed financ-
ing for maintaining and expanding opera-
tions.
Once set up in the radio representation
business in the fall of 1932, Mr. Raymer
soon realized that the first order of business
was to sell stations on the concept of ex-
clusive representation. Along with a hand-
ful of other pioneering radio representatives,
Mr. Raymer hammered home this point and
in the next few years this practice began to
gain acceptance. Another missionary task
performed by Mr. Raymer in his early days
was the standardization of station rate cards.
THEN-TIMEBUYERS who worked with the
Paul H. Raymer Co. in the year of its
founding met at an anniversary dinner
last month in New York. Pictured here,
with their affiliations in 1932 and 1957,
are the following:
Standing (1 to r) : C. E. Midgeley Jr.,
BBDO, now Ted Bates; Frank Barton.
N. W. Ayer, now Lennen & Newell; Fred
C. Brokaw, executive vice president,
Raymer Co., who now is also tv sales
manager for Raymer; Jack Latham,
Young & Rubicam, now with Philip
Morris, and Jack Davidson, Young &
Rubicam, now Kelly, Nason & Co.
Seated (1 to r) : Madeline Vose, Mr.
Raymer's secretary since 1932; Elizabeth
Black, Ruthrauff & Ryan, now Harry B.
Cohen; Reggie Schuebel, Biow Co.. now
Guild, Bascom & Bonfigli, and Linnea
Nelson, J. Walter Thompson Co., now a
consultant.
Seated in front of the group is Mr.
Raymer, host at the dinner.
He was a consultant to the American Assn.
of Advertising Agencies, which formulated
standardized rate cards back in the early
thirties.
The growth of radio in the late thirties
and through the subsequent years was fol-
lowed by an expansion in the Raymer or-
ganization. The first person Mr. Raymer
hired in 1933 was Fred Brokaw, a classmate
at Cornell, who is still with the organiza-
tion. Shortly after joining Mr. Raymer, Mr.
Brokaw was made a partner of the com-
pany and today serves as executive vice
president and television sales manager. As
business flourished, offices were opened in
other cities and today they number seven,
all of which are wholly-owned and operated.
In his first year of operation Mr. Raymer
represented five stations — KSTP Minneap-
olis, WCAO Baltimore, WSYR Syracuse,
WCAE Pittsburgh and WNBR Memphis.
Today the Raymer representation list num-
bers 18 television outlets and more than 30
stations.
Mr. Raymer envisions even greater growth
for the spot representation business in the
future. He estimates that the total gross vol-
ume of national spot business today is more
than $500 million and believes there are at
least 15,000 prospective clients (as com-
pared with "several hundred" for network
business). He is confident that more ad-
vertisers can be brought into the fold, but
is insistent that there is need for a spot
broadcasters organization that will conduct
a consistently hard-hitting campaign in be-
half of the media.
A source of "great satisfaction," Mr. Ray-
mer said, is that the Paul H. Raymer Co. is
"the oldest in business with the same name
and under the same organization." After
25 years, he added, he is still guided by
the business philosophy he evolved when
he formed the company:
"I didn't want to be the biggest in busi-
ness. I did not envision it as a speculative
project. I wanted a company that was going
to be successful, but I wanted one that was
first class, sound and stable. I insisted on
high quality standards of operations that
would give our clients a steady and con-
sistent growth."
on KNXT (TV) Los Angeles, after Mr.
De Silva had attacked the Los Angeles news-
papers, particularly The Times (majority
owner of KTTV) with being consistently
anti-labor.
"We had strikers ready to go on but
they weren't allowed to," Mr. De Silva
said. "We went to the FCC but it was like
hitting our heads against a stone wall."
Officially, KTTV executives made no
answer to the union official's charge. But in
response to a query a station spokesman
said that what happened was that, during
the strike against the aviation company
about two years ago, local 770 had proposed
that a debate of the issues be conducted
on its program, with both sides represented.
This debate was advertised in the news-
papers, with copy that announced the ap-
pearance of the strikers and added in an
agate line that management had been in-
vited to appear. KTTV did a little checking,
found that North American executives had
no intention of appearing, and then told the
union that it would not permit the one
sided account of the strike to go on. "The
union then moved the program to another
station," the spokesman said. "We didn't
kick them off. They left us."
The program, 770 on Tv, is now telecast
each Sunday, 12:30-1 p.m. on KABC-TV
Los Angeles. It includes 15 minutes of a
filmed report on world affairs by Drew
Pearson and 15 minutes of discussion of
local issues, done live in the KABC-TV
studio.
Page 66 • April 15, 1957
Broadcasting • Telecasting
A NEW
Now in Houston television acquires a new
flexibility ... a soundtrack for modern
living . . . under the genial guidance of
Houston's long time favorite Ted Nabors!
The 7 to 9 morning audiences listen and watch
what they've missed on TV and Radio —
maximum music and minimum talk with the
best in pop records, latest news, weather
information and time service ... all on KTRK-TV's
* SOUNDTRACK!
EPT IN BROADCASTING
"SOUNDTRACK, backed by written testimonial
proof from satisfied clients has done an
outstanding job of salesmanship. Another
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better showmanship, better shows, mean better
results. For your next buy ... for your
best buv . . . buv KTRK-TV and, ask about
* SOUNDTRACK ... the program that
gets results.
KTRK-TV
Channel 13
The Chronicle Station
P. O. Box 1 2
Houston 1, Texas
onal Representatives:
P. Hollingbery Company,
500 Fifth Avenue,
New York 36, New York
""copyrighted feature
of KTRK-TV
Houston Consolidated Television Co.
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
ROADCASTING
Telecasting
April 15, 1957 • Page 67
STATIONS
NOW under construction is the studio for KSPR-TV Casper, Wyo., granted a permit
by the FCC in January. Here is an architect's sketch of the structure, which will have
more than 8500 sq. ft. of floor space. The station will be affiliated with CBS-TV and
national sales are to be handled by the Walker Representation Co.
KTTV (TV) Nets $8.6 Million
In '56, Topping '55 by 1 5.7%
KTTV (TV) Los Angeles had a net revenue
before taxes of $8,645,620 in 1956,' up
15.7% from the $7,473,759 net revenue
for 1955. But last year KTTV "had its first
full encounter with the full 52% rate of
federal income tax," so its profit after taxes
dropped from $396,886 in 1955 to $206,-
361 in 1956, the station's owner, Times-Mir-
ror Co., Los Angeles, discloses in its annual
report to stockholders.
"In recent years," the report states,
"KTTV has found it increasingly difficult to
develop sources of top revenue because of
the superior bargaining position of the
national networks. While this trend in-
creased in 1956, KTTV was nevertheless
able to develop one major solution to the
problem through the acquisition of exclu-
sive rights to the Metro-Goldwyn-Mayer li-
brary of outstanding motion pictures. At the
same time, Loew's-MGM purchased 25%
of the capital stock of KTTV for $1,625,-
000. thereby cementing KTTV's alliance
with a major source of outstanding enter-
tainment.
"Although the MGM library became
available only in the final quarter of the
year, these fine motion pictures substantially
increased the KTTV audience as well as its
advertising revenue. KTTV also set a new
pattern in the industry when the Colgate-
Palmolive Co. made the largest appropria-
tion ever allocated to one market by a single
advertiser for its purchase of the MGM Col-
gate Theater. It is expected that this pro-
gram, which commands an enormous audi-
ence every week, will be the forerunner of
additional advertising appropriations at the
local level."
Noting that KTTV has won recognition
for both its filmed programs and "its policy
of aggressive live remote coverage of local
events," the report finds "it gratifying that
KTTV for the fifth consecutive year had
more national advertising than any other
station in Los Angeles. However, the latter
months of 1956 found competition for the
advertiser's dollar growing stronger and the
rate of increase in total advertising revenue
available growing less. As we go into 1957,
it is not yet clear whether these trends will
continue. . . ."
Tallest New England Structure
Claimed for WBZ-TV Tower
NEW TOWER built by WBZ-TV Boston,
which at 1,349 feet above sea level is said
to be the tallest man-made structure in New
England, was to be dedicated yesterday
(Sunday) with special ceremonies telecast at
3:30-4 p.m. EST. The tower, construction
of which began last October and was re-
cently completed, operates with the maxi-
mum power permitted by FCC.
Donald H. McGannon, president of West-
inghouse Broadcasting Co., owner of the
station, has made the tower facility, located
at Needham Heights, Mass., 6V2 miles
away from the main studio building, avail-
able to all vhf stations in Boston, including
ch. 5. which has not yet been granted. The
tower, fabricated by Ideco-Dresser Co.,
Columbus. Ohio, has a custom-built six-
day superstile antenna made by RCA. An
electronically-operated elevator built inside
the tower will reach a height of 800 feet.
A "fact" booklet on the tower, including
promotional efforts by the station, and even
a "BeeZee" children's coloring book telling
the tower's story, have been circulated to the
trade.
WCKT (TV) Buys MGM Package
PURCHASE of the MGM package of 723
feature films by WCKT (TV) Miami was
announced last week by Niles Trammell,
president and general manager of the ch. 7
station.
The features will be shown in early-eve-
ning time across the board and in two late
evening shows on weekends, starting late
this month. MGM-TV and WCKT will
launch a major campaign in the Miami area
in about 10 days to promote the films.
Mr. Trammell pointed out WCKT also
has recently acquired rights to 91 Columbia
Pictures features from Screen Gems.
New Rate Card for WCDA (TV)
WCDA (TV) Albany, N. Y., has published
rate card No. 6, reflecting addition of its
second satellite, WCDC (TV) Adams, Mass.
The other is WCDB (TV) Hagaman, N. Y.
The new card also shows incorporation of
the MGM film library into programming.
The Class A hourly rate now is $625, Class
AA minute, $130.
PEPSI IN 'TONY' REPEAT
AS the result of critical acclaim ac-
corded its commercials for sponsor-
ship of the American Theatre Wing
"Tony" awards last year on WCBS-TV
New York, the Pepsi-Cola Metropol-
itan Bottling Co., New York, through
Kenyon & Eckhardt there, is set to
repeat its "unobtrusive" commercial
pattern on this year's telecast of the
ceremonies April 21 (11:15 to mid-
night EST). Commercials will be
blended into motif of program, show-
ing theatre marquees of this year's
plays expected to be in running for
"Tony" awards, plus only brief
glimpses of the Pepsi-Cola trademark
sign on Times Square.
Appleton Group Buys WAPL
From Bartell for $100,000
SALE of WAPL Appleton, Wis., by Bartell
Broadcasting interests for an estimated
$100,000 has been consummated and will be
filed with FCC this week. The property,
which operates with 1 kw day on 1570 kc,
has been purchased by a local group headed
by Miss Connie Forster, general manager,
and including Carl Baldwin, financier.
Lester Chudacoff, attorney, and a third
party not identified. The transaction was
handled direct.
The Bartell group also owns, in addition
to WMTV (TV), these properties: WOKY
Milwaukee; WAKE Atlanta; KCBQ San
Diego, and KRUX Phoenix.
Bonebrake Buys KOME Tulsa
NEGOTIATIONS for acquisition of KOME
Tulsa, Okla., by Matthew E. Bonebrake.
president and general manager of KOCY
Oklahoma CityT for an estimated $200,000
were completed last week, subject to cus-
tomary FCC approval. Papers are expected
to be filed with the FCC momentarily.
KOME is owned and operated by Oil Capi-
tal Sales Corp., with John E. Brown Jr. as
president. The station began in 1938 and
operates with 5 kw day. 1 kw night on 1 300
kc.
Barrington Buys WKYB Paducah
BRUCE BARRINGTON, owner of WEW
St. Louis, has purchased WKYB Paducah,
Ky., for $160,000 from the Paducah Sun-
Democrat, subject to FCC approval," it was
announced last week.
WKYB, which went on the air in 1946
- on 570 kc, operates with 1 kw days and 500
w nights and is affiliated with NBC. Hamil-
ton, Stubblefield, Twining & Assoc., station
broker, handled the sale.
Avco Earnings Up Five-Fold
CROSLEY Broadcasting Corp.'s parent
Avco Mfg. Corp. has announced a nearly
five-fold increase in earnings for this year's
quarter ($3,119,876 in consolidated net
earnings compared to last year's quarter
total of $665,300). Avco has eliminated
appliance and radio-tv receiver lines. Cros-
ley, however, has a grant for a new tv
station in Indianapolis that goes on the
air in September as an ABC-TV affiliate and
will bring Crosley's complement to five
vhfs.
Page 68 • April 15. 1957
Broadcasting • Telecasting
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Page 70 • April 15, 1957
MR. TETER
STATIONS
Teter Elected PGW V.P.,
Heading Radio Division
ROBERT H. TETER of Westinghouse
Broadcasting Co. joins Peters, Griffin.
Woodward, radio and tv station represent-
ative, May 1 as
vice president and
director of PGW's
radio division. He
was elected at a
special meeting of
the firm's board in
Chicago last week.
Mr. Teter's
background covers
advertising agency
and station sales.
Since Jan. 1. 1956.
he has been execu-
tive assistant at
Westinghouse to President Donald H. Mc-
Gannon.
In another executive change at PGW.
Jack Thompson, assistant sales manager for
radio, moves up to sales manager. With
the company for the past 10 'years, Mr.
Thompson won the radio "Colonel of the;
Year" award twice in 1953 and again last
year, the only sales executive to win the
PGW house award twice.
Lurie New Head of KTSA
ALFRED LURIE, radio-tv director of the
Sam R. Bloom Advertising Agency, Dallas,
has been appointed general manager of
KTSA San Antonio, Gordon McLendon.
president of The
McLendon Corp.
(KTSA, KLIF
Dallas and KLBS
Houston) has an-
nounced. Mr.
Lurie succeeds
C. W. (Bill) Weav-
er who becomes
general manager of
KLBS. The Mc-
Lendon purchase
of KLBS from
Howard W. Davis
was recently ap-
proved by the FCC [B*T, April 1],
Before joining Bloom Advertising four
years ago Mr. Lurie was with WBAP-TV
Fort Worth. During the Korean conflict he
produced a network show, Pentagon-Wash-
ington, for the Defense Dept.
New Management Staffs KRGI
RICHARD W. CHAPIN, general manager
of KFOR Lincoln, Neb., in addition has
been appointed vice president of the pared
firm, Stuart Investment Co., and general
manager of KRGI Grand Island, Neb.
Stuart Investment's purchase of KRGI foi
$151,000 was approved last month by th«
FCC [B»T, April 1].
Roger Larson, sales manager of KFOR
has been named assistant gener:! managei
of that station. Ray Kozak, sales manage]
of KRGI, was promoted to station mana
ger.
MR. LURIE
Broadcasting
TELECASTINCj
In Service to the Public
Main Building Wofford College. Spartanburg, S. C.
The long partnership of education and radio in the Piedmont Carolinas has been
strengthened by the corning of television. Typical of this cooperation are the current
programs presented by Wofford College on WSPA-TV. These tico institutions, Wofford
and WSPA-TV, are in the forefront of every worth-while educational and cultural
actiz-itx in our great nation.
ne of the great privileges of
television is to serve the public. Education is
a vital ingredient in this service. Since the
first dav of telecasting, WSPA-TV has main-
tained faithfully a full schedule of educa-
tional programs.
"THIS IS WOFFORD" is a notable ex-
ample. This program went before the WSPA-
TV cameras October 9. 1956. and has fea-
tured educational programs of the highest
calibre.
The Wofford faculty, working with its
public relations department has presented
programs that affect every facet of college
activity. These included an excursion into
South Carolina's only planetarium located
on the Wofford College Campus, into chem-
PRESIDENT. WOFFORD COLLEGE
istry and nuclear physics, philosophy, historv
of South Carolina, and World Politics.
WSPA-TV public service programs, like
• THIS IS WOFFORD" may not grab off
ratings which make Madison Avenue happv.
but they render a service to the public which
is the essence of good television.
Indeed, it is Television at its best.
WSPA-TV
CHANNEL 7
SPARTANBURG. S. C.
WSPA-AM
950 KC
WSPA-FM
98.9 MC
SPARTAN RADIOCASTING CO.
WALTER J. BROWN, President
Broadcasting • Telecasting
April 15. 1957 • Page 71
IliiSllllitSi
"SOUNDARAMA"
IS RADIO-ACTIVE
OVER CINCINNATI!
"Soundaromo" has been making the
WCKY welkin ring for more than a
week. — Charlton Wallace, Cincin-
nati Times Star
They not only add to the personality
of the station, but contribute a great
deal to the effectiveness of commer-
cial announcements by creating the
right atmosphere and setting the
stage for the selling message. —
Char/es Easton, Ruthrauff & Ryan, Inc.
"Spundarama" the cleverest and most
imaginative addition to local radio
I've heard in years. — Mory Wood,
Cincinnati Post
The jingle introductions to your DJ
programs, plus the clever time, weath-
er and station breaks add a great
deal to the already listenable pro-
gramming on WCKY. — R. A.
McDowell, Vice President, Stockton
West Burkhart, Inc.
WCKY's Soundarama is the most com-
plete and individualized introducing
I have encountered. Attractive, ingen-
ious, amusing and impressive by
More Reason Why More People Listen To H ( A 1
Cincinnati's
Most Powerful
Independent
Radio Station
The brief jingles are suited
ably to particular programs —
Adams, Cincinnati Enquirer
\k it's terrific! These musical
are one more indication of
s aggressive policy. — Wilfred
■her, President, Guenlher, Brown
Calkins & Withenbury, Inc.
NEW YORK
Tom Welstead
Eastern Sales Mgr.
53 E. 51st St.
Phone: Eldorado 5-1127
CINCINNATI
C. H. "Top" Topmiller
WCKY Cincinnati
Phone: Cherry 1-6565
50,000 watts of SALES POWER
On the Air everywhere 24 hours a day
seven days a week
ONLY WCKY GIVES YOU ALL
*k Largest Audience 'Ar Lowest Cost per Thousand
* Lowest Rates * 50,000 watts of SALES POWER
CINCINNATI, OHIO
STATION
CHICAGO
A M Radio Sales
Jerry Glynn
400 N. Michigan Ave.
Phone: Mohawk 4-6555
SAN FRANCISCO
A M Radio Sales
Ken Carey
950 California St.
Phone: Gorfield 1-0716
LOS ANGELES
A M Radio Sales
Bob Block
5939 Sunset Blvd.
Phone: Hollyw'd 5 0695
WCKY is your best buy'.
1
STATIONS
Fulton, Erwin, Smith Named
To Rounsaville Station Posts
JOHN FULTON, station manager of WQXI
Atlanta, has been promoted to general sales
manager of Rounsaville Radio Stations
(WQXI, WCIN Cincinnati, WLOU Louis-
ville, WSOK Nashville, WOBS Jacksonville,
WIOK Tampa and WMBM Miami Beach).
Frank Erwin, assistant manager of WQXI,
succeeds Mr. Fulton as station manager, ac-
cording to the announcement of Robert W.
Rounsaville, owner and president of the
group.
Mr. Fulton has been in broadcasting 27
years and station manager of WQXI four
years. He is former president of the Georgia
Assn. of Radio & Television Broadcasters
and a past director of NARTB. He contin-
ues to be stationed in Atlanta, home office
of the Rounsaville group.
Mr. Erwin, former advertising manager
of the Atlanta Constitution, has been assist-
ant manager of WQXI two and a half years.
His successor in that post is Lee Smith.
Blair & Co. Names McCoy
V. P., National Sales Head
ARTHUR H. McCOY will become a vice
president and national sales manager of
John Blair & Co., _________
national represent-
ative of radio sta-
tions, on May 1, it
was announced last
week by John Blair,
president.
Mr. McCoy as-
sumes the duties of
Robert E. Eastman,
who has resigned
from the Blair or-
ganization to be-
come the president MR- McCOY
of the ABC Radio
Network (see separate story on page 39).
Mr. McCoy joined the Blair organization
as an account executive in April 1955. He
had been treasurer and sales manager of
Avery-Knodel Inc., station representative,
and was one of the original group responsible
for the formation of that company shortly
after World War II. For six years prior to
that time he had been an account executive
in New York and Chicago for Peters, Griffin,
Woodward.
Friendly Keeps Clinton in Post
GEORGE CLINTON, general manager of
WBLK Clarksburg and WPAR-AM-FM
Parkersburg, W. Va., has been retained by
the Friendly Stations to head those proper-
ties, plus WBLK-TV (ch. 12), which is
expected to begin operation about Sept. 1.
Mr. Clinton will report to John J. Laux,
executive vice president and managing di-
rector of Friendly Stations, which include
WSTV-AM-FM-TV Steubenville, Ohio, to
which the Clarksburg and Parkersburg prop-
erties were sold. FCC approved the $250,000
sale after the Clarksburg Exponent-Telegram
withdrew its three-year old protest to the
Page 74 • April 15, 1957
grant [At Deadline, April 8; B»T, March
25].
Call letters of WBLK probably will be
changed, according to Mr. Laux, as was done
by Friendly with KODE-TV Joplin. Con-
struction is now getting underway, Mr. Laux
reported.
New Promotion Plan Announced
At Bartell 10th Birthday Meet
BARTELL stations observed the group's
10th year in broadcasting with dedication
of a new radio center for KCBQ San Diego
and an executive meeting in Milwaukee.
The group also includes WOKY Milwaukee,
WMTV (TV) Madison and WAPL Apple-
ton, all Wis.; WAKE Atlanta; KRUX Phoe-
nix, and KCBQ.
Plans were made at the meeting to stage
"the largest merchandising and promotion
campaign in independent radio history,"
according to Gerald A. Bartell, president
of the group. Details are to be announced
later. The decision, he says, was based on
a 225% increase in group billings in 1956
and a projection of nearly $3 million for
this year. KCBQ, headed by Lee Bartell,
managing director of the group, reported
the biggest (300%) increase in January
1957 over the same month a year ago.
Joseph Wolfman, KCBQ vice president, re-
ceived one of several awards to group key
personnel for his role in establishing the new
San Diego plant which opened March 30
on El Cortez Hill.
Other award winners: Mel Bartell,
WOKY, for building that facility to a "pre-
eminent" place in the industry; Morton
J. Wagner, WAKE, for development of
"most noteworthy industry-wide results"
from original promotional and sales ideas;
John F. Box Jr., KRUX, for fastest growth
in the Bartell group; Connie Forster, WAPL,
for station administration that is "a model
of aggressive management."
Extension of the Bartell profit-sharing
plan to 40 additional key people was an-
nounced. At the same time it was revealed
that health and life insurance benefits are
being expanded.
Stations Reps. For Fm Offered
PAUL ROBERTS, general manager of
KRKD-FM Los Angeles, is offering com-
plete sales representation service to fm sta-
tions anywhere in the U. S. through a new
organization. United Fm Inc., which now
represents WBFM (FM) New York, KDFC-
FM San Francisco, KELE-FM Phoenix
and just added, WLOL-FM Minneapolis.
"Fm radio," according to Mr. Roberts, "is
a medium different enough from am to
warrant a specialized sales and program
service. If you don't believe that, just ask
an am salesman to give you a simple descrip-
tion of the problems in scheduling com-
mercials with taped music on fm without,
of course, omitting to tell you about such
incidentals as simplexing, multiplexing and
the beep system."
PLANS of CBS Inc. for ch. 1 1 in St.
Louis, granted the network by the
FCC last week [At Deadline, April
1], have taken shape in miniature.
Merle S. Jones, president of CBS Tele-
vision (r), and Gene Wilkey, general
manager of the station, examine a
model of the structure they expect to
be completed by the end of 1958.
King Quits as KFWB Sales Head
FRANK G. KING has resigned as general
sales manager of KFWB Los Angeles to
devote full time to Frank King & Co., sta-
tion representative firm with offices in Los
Angeles and San Francisco. Robert Purcell,
general manager of KFWB, is acting as
sales manager as well pending the appoint-
ment of a successor to Mr. King.
KDAY in Hollywood Quarters
KDAY Santa Monica has moved studios and
sales offices to Hollywood at 1441 N. Mc-
Cadden Place. New telephone: Hollywood
9-5409.
WFMT (FM) Award Finances Study
WFMT (FM) Chicago has contributed its
$1,000 prize from the Alfred I. duPont
awards [B«T, April 1] as a grant to the U. of
Wisconsin for a research project on the "im-
pact" of broadcasting media, the station an-
nounced last week. Edward E. Werner,
marketing instructor at the university, will
head the project to identify and measure the
qualitative effect upon listeners of a pro-
gram or advertising message.
Hildreth Resigns in Pakistan
HORACE A. HILDRETH Sr. has resigned
as Ambassador to Pakistan effective May 1.
President Eisenhower accepted the former
Maine governor's resignation with "deep re-
gret." Mr. Hildreth is 56.67% owner of
WABI-AM-TV Bangor, 3.7% of WPOR
Portland and 2% of WMTW-TV Poland
Springs, all Maine. He told the President
his personal affairs had suffered from neg-
lect during the time he served in Pakistan.
Broadcasting • Telecasting
I
/
• LISTENERS • COVERAGE . . .
MONTHLY / WEEKLY / DAILY
WOAI HAS:
AAAm MORE RADIO HOMES
X40 /O than San Antonio station #2
lQy07 MORE MONTHLY COVERAGE
uwm /O than San Antonio station $:2
| A MO/ MORE WEEKLY COVERAGE
■ OH /O than San Antonio station #2
AAAm MORE DAILY COVERAGE
AlW /O than San Antonio station #2
Count 50% counties — count all counties —
count circulation in radio homes reached and,
as usual, it takes BIG WOAI RADIO to cover
BIG SOUTH TEXAS (and lots of bonus area, too!)
Get the detailed story from your Petry-man or
write WOAI Radio Sales.
NBC AFFILIATE Represented Nationally by EDWARD PETRY and COMPANY INC.
Broadcasting • Tblbcasting April 15, 1957 • Page 75
STATIONS
ATTENDING the first annual meeting of OK Group station managers and assist-
ants held last month in New Orleans were (1 to r): seated, Bill Edwards, assistant
manager of WXOK Baton Rouge; Bob Bartusch, assistant manager, WLOK Memphis:
Bob Mabry, assistant manager, KYOK Houston; Stanley W. Ray Jr., executive vice
president and general manager of the OK Group; Roy Rhodes, co-manager, KAOK
Lake Charles, La.; Al Zieole, assistant manager, KOPY Alice, Tex.; standing. Tommy
McGuire, manager of WXOK; Gene Weil, manager, WLOK; John Watkins, mana-
ger, WYOK; President Jules J. Paglin of the OK Group; Tom Gresham, co-manager.
KAOK; Ed Prendergast, manager of WBOK New Orleans, and Bob Grimes, manager
of KOPY. Absent from the picture was Fred Schwarz. assistant manager of WBOK.
who also attended.
STATION SHORTS
WKTV (TV) Utica, N. Y., increases visual
power to 316 kw.
WFST Caribou, Maine, announces power
increase from 1 kw to 5 kw.
KCOB Newton, Iowa, announces power
increase from 500 w to 1 kw.
WPLM Plymouth, Mass., announces power
increase from 500 w to 1 kw.
KFEQ-TV St. Joseph, Mo., increases power
to 100 kw.
WCHF Chippewa Falls, Wis., increases
power from 1 kw to 5 kw.
WAIT Chicago announces change of ad-
dress from Daily News Plaza to Randolph
Towers, 188 W. Randolph St.. that city.
Telephone: Franklin 2-0660.
KFMU (FM) Glendale, Calif., has set up
headquarter offices at Town & Country Mar-
ket, 350 S. Fairfax Ave., L. A. Telephone:
Webster 8-5233.
KCBQ San Diego, Calif., opened new radio
center on March 30. Address: Seventh Ave.
at Ash. San Diego 1.
KUAM-AM-TV Agana, Guam, has estab-
lished office in Hong Kong at Great China
House, No. 8 and 8-A, Queen's Rd.
REPRESENTATIVE APPOINTMENTS
KLUE Shreveport, La., appoints Breen &
Ward. N. Y.
WWHG-AM-FM Hornell, N. Y., appoints
Grant Webb & Co.
KVOR Colorado Springs, Colo., appoints
Venard. Rintoul & McConnell, N. Y.
WPTR Albany, N. Y., appoints Adam
Young inc., N. Y.
Page 76 • April 15, 1957
STATION PEOPLE
Glenn Nickell, commercial manager, KVAL-
TV Eugene, Ore., to KWRO Coquille, Ore.,
as manager.
Richard M. Keelor, Reserve Mining Co.,
Cleveland, appointed station auditor of
KYW-AM-TV Cleveland.
Charles Fuller, production manager of
WALT Tampa, named production manager
for Arnold stations (WALT, WTAM Deca-
tur, WMFJ Daytona Beach and WINN
Louisville). Bob Larkin joins WALT as
afternoon personality-member of sales de-
partment. Dale Phares, manager, KUSN St.
Joseph, Mo., to WMFJ as station manager
and Tom Loe joins WTAM as sales repre-
sentative.
Richard M. Pomeroy to staff of WILS Lan-
sing, Mich., assuming duties of promotional-
merchandising manager.
Wayne Pash, chief engineer, KSCB Liberal,
Kan., to KHPL-TV Hayes Center, Neb.,
in similar capacity.
Howard R. Elliott, chief engineer, WBYS
Canton, 111., to KVOR Colorado Springs,
Colo., as chief engineer.
Morris Sher, formerly member of legal staff,
Loew's Inc., in liaison with WMGM New
York and MGM Records, to business man-
ager at WMGM.
John F. O'Brien, owner and operator of
Major Distributing Co. (Mercury records),
Milwaukee, to WRIT, same city, as sales
supervisor.
Mrs. Louise Morris, news director, WDAK-
AM-TV Columbus, Ga.. to WGBA, same
city, as sales manager.
Marcia Priddy to WTVN-TV Columbus,
Ohio, as merchandising director.
William M . McPhillips, feature writer-
reporter, S. F. Chronicle, to KSFO, same
city, as news director.
Phil Smith, photographer, WCHS-TV
Charleston, W. Va., named photography
director-supervisor of film editing, succeed-
ing Nilo Olin, resigned.
Henry Walden, news and night manager,
WNEW New York, to WPTR Albany, N.
Y., as program director.
Doyle Yager, assistant to farm director,
WPEO Peoria, 111., to KCLN Clinton. Iowa,
as farm director.
Tim Crow, operations manager. WAMS
Wilmington, Del., named director of public
relations for Rollins Broadcasting Inc.
(WJWL Georgetown, Del.; WRAP Norfolk,
Va.; WNJR Newark, N. J.; WBEE Chicago;
WAMS; WGEE Indianapolis and WPTZ-TV
Plattsburgh, N. Y.).
Joseph Flynn, formerly sales manager,
KFSC Denver, to KOSI, same city, as ac-
count executive.
Sy Gair, Brown & Bigelow, Chicago, to
WBBM, same city, as account executive.
John Conboye, sales staff, KTSM-TV El
Paso, to KONO-TV San Antonio, as account
executive.
Robert A. Yochim, sales manager, WERC
Erie, Pa., to WBUF Buffalo, N. Y., as sales
representative.
Joe Clifford, radio sales field, to KGW Port-
land, Ore., as local salesman.
Conni Ellis, KDAY Santa Monica, to KGFJ
Los Angeles, as music librarian.
Jack Smith, vocalist-radio personality, to
KLAC Los Angeles, as disc jockey.
Dale Young, recently released from service,
returns to WJBK-TV Chicago as staff an-
nouncer.
Jim Ameche, actor-announcer, to KRHM
(FM) Los Angeles, as conductor of daily
morning show.
Jay Perri, disc jockey, to WTOP Washing-
ton, as m.c. of his own show.
Ed Stanton, announcer, to WHLI Hemp-
stead, N. Y.
Martha L. Jenkins, production manager.
Litman-Stevens & Margolin, Kansas City, to
KCKN, same city, sales staff.
Jill Medby, radio-tv director, D'Arcy Adv.,
Houston, to KTRK-TV, same city, sales
personnel staff.
REPRESENTATIVE PEOPLE
Robert Brockman, Crosley Broadcasting
Corp.'s Chicago sales office, to The Bran-
ham Co., same city, as tv account execu-
tive.
James C. Rogers, sales staff of KLAC Los
Angeles, to Paul H. Raymer Co.. same city,
as account executive.
H Maier account executive with Crook
Adv.. Dallas, appointed account executive
in Dallas office of Blair-Tv.
Broadcasting • Telecasting
In the first rating taken since the station went on the air —
WRAL-TV WALKS OFF WITH 24 OUT OF 32 TOP SHOWS
It always looks easy for a champion! The Tar Heels of North Carolina walked off
with the national basketball championship. And WRAL-TV walked off with the Feb-
ruary ARB taken in Raleigh, just weeks after it went on the air.
WRAL-TV has proved itself to be the most important television station in this part
of the South. ARB says it has twice the Raleigh-area audience as the next station, cop-
ping 24 of the top 32 shows. And watch the next ratings!
PICK A CHAMPION TO WIN!
H-R REPRESENTATIVES, INC.
Broadcasting • Telecasting
April 15. 1957 • Page 77
TRADE ASSNS.
FILM
ABC's John Daly Nominated
As President of N. Y. RTES
JOHN C. DALY, ABC vice president in
charge of news and public affairs, has been
nominated as president of Radio & Televi-
sion Executives Society, New York. The
slate of newly nominated RTES officers,
presented by a nominating committee to the
membership last week, includes Bernard
Goodwin, president of DuMont Broadcast-
ing Corp., as first vice president; John B.
Poor, MBS president, as vice president;
Geraldine Zorbaugh, CBS Radio vice presi-
dent and general counsel, as a vice president;
Omar F. Elder Jr., secretary, ABC, as sec-
retary, and Frank Pellegrin, vice president
and secretary of H-R Representatives Inc..
as treasurer.
Board of governors nominated for two-
year terms are Robert J. Burton of BMI and
retiring RTES president; Robert J. Leder,
WOR New York; Mary McKenna, WNEW;
Harold B. Mers, American Assn. of Adver-
tising Agencies, and Sam J. Slate, WCBS
New York. Other board members, whose
terms expire next year, are Kenneth Bilby,
NBC; Maggi Eaton, Radio Reports Inc.;
Norman Glenn, Sponsor magazine, and
Norman Gluck, United World Films.
Officers and the board will be installed
at the RTES annual meeting to be held May
15 at the Hotel Roosevelt. Nomination is
tantamount to election. RTES' nominating
committee included Messrs. Burton and
Slate; William S. Hedges of NBC; Lewis H.
Avery of Avery-Knodel and Florence Small
of B*T.
Bagge Elected to SRA Post
ARTHUR W. BAGGE of Chicago office of
Peters, Griffin, Woodward Inc., has been
elected midwest president of Station Rep-
resentatives Assn. for another year. Other
officers include William J. Reilly, Adam
Young Inc., vice president; Jack Davis,
Blair Tv Inc., treasurer, and Roger Sullivan,
Avery-Knodel Inc., secretary.
Western AAA to Hear Barton
ROGER BARTON, project and public re-
lations director of Alfred Politz Research
Inc., New York, will be keynote speaker
for the seventh annual conference of the
Western States Advertising Agencies Assn.,
that organization has announced. The con-
ference will take place April 25-27 at the
Oasis Hotel, Palm Springs, Calif.
Mr. Barton will address the meeting twice,
according to Douglas Anderson, chairman.
He will open the sessions Thursday noon
April 25, with a discussion of 'Advertising
Business in 1962," and on the final day he
will talk on the "Advertising Agency in
1962." Other nationally-recognized repre-
sentatives in the field will also appear.
Mr. Barton will open the conference at
noon, April 25, with a discussion of "Adver-
tising Business in 1962," in keeping with
the conference theme, "The Advertising
Page 78 • April 15, 1957
Business Five Years from Now." An-
other speaker on this theme will be Selig
Seligman, general manager, KABC-TV Los
Angeles, whose topic is "Tv in '62." Howard
L. Benn, president, Gould, Gleiss & Benn,
management consultants in marketing, will
predict what the advertising agencies will be
doing in 1962.
AWRT Schedules Convention
April 25-28 in St. Louis
AMERICAN Women in Radio & Tv will
hold its sixth annual convention at the
Chase-Park Plaza Hotels in St. Louis April
25-28. The general theme of "The Scope of
The Feminine Field" will be explored.
Highlight of the meeting will be a Broad-
cast Music Inc. clinic, moderated by Glenn
Dolberg, vice president of BMI, on April 27.
Speakers will be Robert Burton, vice presi-
dent, BMI, on "The Protection of Creative
People"; William Holm, general manager,
WLPO La Salle, 111., on "Do Women Have
A Long Range Program Plan?"; Leo Moris,
general manager, KASA Elk City, Okla., on
"Women's Role in Program and Station
Promotion"; William J. Kalanc, national ra-
dio and tv program manager, Westinghouse
Broadcasting Co., on "Women Should Be
Specialists." In a panel discussion April 26,
Louis Hausman, vice president in charge of
advertising and promotion, CBS Radio, will
speak on "What Makes Women Stop. Look,
Listen and Buy."
Co-chairmen of the convention are Betty
Barnett, KSD-TV St. Louis, and Bonnie
Dewes, D'Arcy Adv., same city. Hilda Bal-
lestro. Evaporated Milk Assn., Chicago, is
convention director.
SMPTE to Form Committees
PLANS to organize two new engineering
committees — on closed circuit tv and on
animation — will be discussed May 1 and
May 2, respectively, at the Shoreham Hotel,
Washington, D. C, the Society of Motion
Picture & Television Engineers has an-
nounced. Both meetings will be open. Pro-
posed Committee on Group Television would
define terms, recommend and prepare speci-
fications on operation, maintenance and serv-
icing of tv receiving equipment of large-
screen projection systems, screen characteris-
tics, screen dimensions, seating arrangements
and viewing requirements as well as technical
considerations in program origination.
Arch Madsen Leaves RAB
ARCH L. MADSEN, director of station
service and membership for the Radio
Advertising Bureau, has resigned to be-
come general manager of Sponsor magazine.
He will not be replaced, Kevin B. Sweeney,
RAB president, stated. His duties will be
divided between James H. Shoemaker, man-
ager of membership, and John T. Curry,
manager of station service. They will report
directly to John F. Hardesty, vice president
and general manager.
Sale of Pre-1948 Movies to Tv
Shortsighted, Dore Senary Says
OUTRIGHT sale by Hollywood of pre-
1948 libraries to tv "and subsequent loss
of control and rights to old films was a
shortsighted policy for all concerned," Dore
Schary, former executive producer for
Metro-Goldwyn-Mayer studios, charges in
the April 18 issue of The Reporter.
Asked by newsmen if he had any tv
plans, Mr. Schary said he has had "casual
talks with tv people" and that he might be
interested in doing an "occasional program"
in the medium.
In his article, Mr. Schary writes that the
sales of "old" features to tv have been harm-
ful to live television programs and to the ex-
hibition of new motion pictures. A sounder
policy, he thinks, would have been the
lease of the pictures for "individual or pe-
riodic showings instead of swamping the
market." He noted that MGM's "The Wiz-
ard of Oz" will gross $1 million in four
showings (on CBS-TV) over four years and
that MGM has 30 such pictures on which
similar deals might have been arranged.
Wrote Mr. Schary: "If MGM had insisted
on the careful handling of the 50 top pic-
tures instead of permitting the grab-bag
sale [actually five to seven year lease basis
to stations] of 700 inferior and outdated
films, the audience for movie-theatre ex-
hibition might be kept more intact." He
notes, though, that "the motion picture in-
dustry will survive this error."
Animation Without Animators
Claimed for Artiscope Process
ARTISCOPE, a process described as pro-
ducing animated cartoon films without the
use of animators and thus at a greatly re-
duced cost, was demonstrated April 5 in
Hollywood by its developer. Illustrated
Films Inc.
Films of a sea battle and of Degas dan-
cers set into motion, shown in the demon-
stration, appeared of much the same quality
as any other good animated cartoon, yet it
was stated that they were made with no hu-
man artist employed to draw the thousands
of individual pictures required to make up
the films.
As explained by Norman Maurer, presi-
dent of Illustrated Films, artist-inventor of
the Artiscope process, and Moe Howard,
vice president, the usual animated cartoon
process is for a story to be filmed using live
actors, the film to be projected cell by cell
onto a drawing board and an animator to
trace by hand the outline of each figure.
Artiscope, they said, employs a special film
which can be developed to wash out all de-
tail and leave only the outlined figures and
so, mechanically, to duplicate the handwork
of the artist animator. Only handwork
needed is opaquing in the colors (or the
greys for monochrome tv) of costumes and
backgrounds, they said.
Artiscope films can be turned out for
one-fourth the usual cost of animated car-
toons, it was estimated, and in much shorter
time. The system can produce up to 10.000
cells a day, it was stated. The developers
Broadcasting • Telecasting
DAYS...
THERE WERE
TOP TV STATIONS
SIGNED FOR THESE 1 ^ ^ I GREAT COLUMBIA FILMS!
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SYNCHRONIZED SPOTLIGHTING FOR TV
IN what is claimed as "a first" in tv film
(live action) commercial techniques, Uni-
versal Pictures Co.'s television depart-
ment engineers have come up with a
novel process of spotlighting that permits
continuous shooting and cuts production
time and costs.
According to Universal officials, a bat-
tery of spotlights, of the company's own
device, works like this: As the camera
dollies backward along a row of products
(see cut), synchronization automatically
lights up each projector as the camera
"shoots" the product. Heretofore, it was
explained, this type of live-action com-
mercial could only be done on a "stop-
start" basis; i.e., halting film recording
to allow the spotlights to be trained.
The first advertiser to use Universale
new technique is Lever Bros, for its new
colored Lux soap. By coincidence, Lux
was also Universal's first tv client back
in 1948, when the film company pro-
duced Lux's "personality commercials"
featuring Shelly Winters, Ann Blythe,
Gale Storm and the late Marta Toren.
In 1957, Universal spokesmen noted, "we
still do 75% of Lux's tv commercials."
Agency for Lux is J. Walter Thompson
Co.
UNIVERSAL demonstrates the working
of its new synchronized lighting system.
As camera dollies back the lights auto-
matically go on.
FILM
said 39 half-hour animated cartoons could
be produced in 39 weeks at a cost of $35,-
000 to $40,000 apiece. A new stop-action
camera is being developed to handle the
Artiscope output at an appropriate speed
for this method, it was reported, since pres-
ent stop-action is geared to the output of a
hand artist.
Illustrated Films has headquarters at 8460
Santa Monica Blvd., Hollywood. Leonard
Maurer is secretary-treasurer.
Visual Group Discusses
Live Action, Animation
USES of the live action and animation tech-
niques in the production of tv film commer-
cials and non-theatrical films were discussed
at the monthly luncheon meeting of the Na-
tional Visual Presentation Assn., in New
York last Thursday.
William Quivey, sales staff of Wilding
Picture Production Inc., New York, out-
lined the uses of live action in tv commer-
cials, citing its advantages in particular for
commercials requiring demonstration of
products. He estimated the cost of a one-
minute commercial ranges from $300 up to
$3,500, with the average about $1,700. Mr.
Quivey explained the variation in cost by
saying the cost depends on the talent used,
the presence or absence of location shots and
other factors.
George Ottino, manager of the animation
department, Transfilm Inc., New York,
claimed animation today represents about
25% of all tv commercials and said present
indications are that animation "will continue
to rise." He felt the expanded use of anima-
tion can be explained partly by this tech-
nique's ability to perform certain require-
ments of an advertiser that cannot be under-
taken by live action. He added that anima-
tion commercials also are "fast, cute, funny,
to the point — and a lot of other things of
incalculable value to the man with a product
to sell." He placed the price of a one-minute
commercial, depending upon the degree of
animation used, as ranging from $3,000 up
to $15,000.
'Gems' Sells 23rd Property
In Latin American Market
SCREEN Gems Inc., television subsidiary
of Columbia Pictures Corp., has made its
23d sale of a Screen Gems Property for
Latin American television, John H. Mitchell,
vice president in charge of sales for the firm,
has announced.
"Screen Gems De Mexico opened its doors
in Mexico City in February of 1956," said
Mr. Mitchell, "and put its first Spanish-
dubbed property up for sale last September.
Our Latin American sales record after only
six months on the market has far outstripped
our greatest expectations."
"Programming for television in Latin
America is like a bottomless pit, Mr.
Mitchell said. "In spite of the great wealth of
Latin American talent, especially in Mexico.
Cuba and Argentina, there is not enough live
material to go around."
Mexican tv now has nearly 450 half-hour
shows per week on the air. John Manson.
Screen Gems De Mexico manager, reported
that less than a year ago resistance to any
film program was "serious" because of dub-
bing and sync quality. Since the last quarter
of 1956, the resistance seems to be crum-
bling.
According to Mr. Manson there are
slightly less than one million tv sets in opera-
tion throughout Latin America, with Mexico,
Cuba, Puerto Rico and Brazil leading. In
addition, some 175,000 new television homes
will be added to the total during 1957,
despite the relatively high cost of sets in
those countries.
MPO to Open Film Center
Wednesday in New York
MPO Television Films Inc., New York, has
set Wednesday as the date for the formal
opening of its new film production center,
which is approaching the end of construc-
tion. The center will be at 210 W. 65th St..
New York, N. Y., in the heart of the pro-
jected Lincoln Square area.
MPO, which specializes in production of
tv film commercials and industrial motion
pictures, will be housed in a single structure,
which contains three shooting stages, a scenic
construction shop, a sound recording system,
an electrical camera shop, in-studio storage
facilities for props and sets, and dressing
rooms, offices and conference rooms.
The company also is obtaining new equip-
ment, according to Marvin Rothenberg, di-
rector of production. This includes two BNC
Mitchell cameras with attachments and six
other motion picture cameras. For location
assignments, a unit of lights, cameras and
sound equipment will be available in a truck.
Britannica Films Names Adlai
ENCYCLOPAEDIA Britannica Films Inc.,
last Wednesday announced the election of
Adlai E. Stevenson as chairman of its ad-
visory board.
Mix' Daughter Threatens Action
To Halt Proposed Tv Film Series
NO SOONER had Los Angeles Superior
Court Judge Clyde C. Triplett approved
the contract negotiated by William Morris
Agency between Family Films Inc. and
the estate of Tom Mix giving Family Films
exclusive tv rights to the late cowboy star's
name in a projected tv series, The Adven-
tures of Tom Mix, than Mrs. Ruth Mix
Hill, Tom Mix' daughter, threatened legal
action to halt the deal.
Her attorney, Sidney Barton, early last
week notified the film company that Mrs.
Hill feels the plan to cast William Camp-
bell as Tom Mix without her consent con-
stitutes illegal use of the Mix name. A
spokesman for Family Films said it is going
ahead with the tv series. "If Mrs. Hill has
any complaint it is against Family Films,"
he said.
Alston Productions Formed
ALSTAN PRODUCTIONS Corp. has been
formed in Wichita Falls, Tex., by Allan
Meyer, who serves as president, and Stan-
ley Blair, secretary-treasurer. The firm has
introduced a mobile-type, low-cost film com-
mercial for tv. Shooting and developing
are done in Wichita Falls, with offices in
the Radio Bldg. Clarke R. Brown, presi-
dent of Clarke Brown Co., station repre-
sentative, is vice president, and his firm
will represent Alstan in major cities.
Harry J. Michaelson Dies
HARRY J. MICHAELSON, 59, former
president, RKO Pathe Inc., died in Miami
Beach April 2 of a heart attack. He had
retired from RKO Pathe five years ago be-
cause of his heart condition and had made
his home in Florida. Mr. Michaelson, made
president of the firm in 1947, is survived
by his wife, Fanny, and two sons.
Page 80 • April 15, 1957
Broadcasting • Telecasting
The fact that WCBS-TV pays far more than lip-service to public service was demonstrated
clearly when Nielsen was asked recently to measure the impact — in commercial terms — of a
Police Athletic League drive and two other no-cost community campaigns on Channel 2.
The PAL's 51 announcements achieved 12,533,450 family impressions at a "cost per thousand"
of only $1.70. The other two "sponsors" did even better. One received 46 announcements . . . drew
12,297,510 family impressions at a $1.07 "cost per thousand." And the other reached 8 out of
every 10 metropolitan New York families, each an average of 4.7 times — 18,192,420 family
impressions at a remarkable 59 c "cost per thousand."
These are only 3 of the 159 organizations to which WCBS-TV last year donated 5,600 announce-
ments, with a rate-card value of $2,250,000— but without cost of any kind to the organizations.
WCBS-TVchannel 2, New York, CBS Owned
Represented by CBS Television Spot Sales
NARTB CONVENTION
4,500 MAKE NARTB CONVENTION HUM
Hundreds of large, small groups meet amid aura of commerce
NARTB's 35th convention developed last
week into a central market place for the
business of broadcasting and a meeting
house for literally hundreds of organized
and impromptu groups.
There was commerce all over the vast
Conrad Hilton hotel in Chicago as 4,500
broadcasters and guests from affiliated in-
dustries inspected new goods and services
spotted all the way from the basement
exposition hall to the 26th floor Tower
Room and then spilling over into other
hotels.
With its central location, Chicago easily
drew the largest group of delegates in
broadcasting history — 1,781 management
and 577 engineering delegates, a total of
2,358 officially registered. There was at
least one unofficial delegate around the con-
vention hotel for each one registered. The
weeklong round of events was significant
in helping shape the course of industry. The
convention was lacking in important formal
actions, however.
Delegates leaving Chicago Thursday —
and Wednesday, too, before it was over —
reflected the satisfaction of knowing some
of the things federal regulators think but
also were hungry for more specific informa-
tion on what the FCC will do about pay tv,
military demands for channels and a host
of other pending matters. They agreed,
though, that a two-hour broadcaster-com-
missioner conference is significant even if
a lot of broadcaster questions can't yet be
answered.
Everybody wanted to know if pay tv is
going to get a green light for a field test;
if Chairman George C. McConnaughey is
going to stay on at the FCC after his term
ends, and if the Defense people are ogling
ch. 2-6 of the vhf spectrum. None of the
questions were answered openly.
Exhibitors had a big week. There was
no mechanical block-buster such as the
Ampex tv tape recorder unveiled last year
in the same hotel but there were devices
that had delegates popeyed — particularly
some of the automation gear.
There were other signs of fast electronic
progress: GE and Ampex program switch-
ers, a Gates auto-station, ABC's endless loop
recorder to solve the daylight problem and
an MBS radio station switching system.
The film services drew heavy traffic to
their suites. The service groups coupled
selling techniques with eye-catching gadgets
and girls. RCA recorded program services
gave away a Dodge car. The winner was
Tommy Dukehart, WAAM (TV) Baltimore.
For the first time, radio and tv networks
gave extensive coverage to the convention.
Network coverage was given Chairman Mc-
Connaughey (CBS-TV) and President
Harold E. Fellows (ABC-TV).
The only formal convention action of
industry significance developed Thursday
morning when tv delegates voted to set
up an interim tv music negotiating com-
mittee pending mail balloting on a formal
all-industry group. This affirmative step
drew mild debate over details but it was
observed that telecasters are taking their
ASCAP contracts seriously. The contracts
expire at the end of 1957, radio contracts
a year later.
Most of the major convention speeches
lacked industry significance. Messrs. Mc-
Connaughey and Fellows, speaking over
radio-tv networks, addressed the public
rather than broadcasters. Gen. Alfred M.
Gruenther, president of the Red Cross,
talked mainly of defense problems and Arch
N. Booth, executive vice president of the
U. S. Chamber of Commerce, delivered his
forecast of what's to come in 1975.
Two awards were presented at the con-
vention, one in absentia and one posthu-
mously. Former President Herbert Hoover
was presented the NARTB Keynote Award
for his guiding role in early radio regula-
tion. There was no keynote speech this year
but C. M. Jansky Jr., board chairman of
Jansky & Bailey, in accepting the award
on behalf of Mr. Hoover, told the story
of the four Hoover radio conferences in
the early 20s. Mrs. Percy Priest accepted
the annual NARTB posthumous award
in honor of the late chairman of the House
Interstate & Foreign Commerce Committee.
Several of the important satellite organiza-
tions held meetings during the seven days
of formal and related industry agendas.
Assn. of Maximum Service Telecasters
warned against any "drastic" changes in tv
allocations pending completion in about a
year of AMST's technical study. FCC mem-
bers indicated they wouldn't upset the spec-
trum until they hear from AMST, which is
doing a job suggested by commissioners at
the 1956 convention.
Daytime Broadcasters Assn. opposed pro-
visions of the five-year U. S.-Mexican treaty
whereas Community Broadcasters Assn.
figures the treaty will help get more power.
Clear Channel Broadcasting Service with-
drew its objection to ratification of the treaty.
Major networks utilized convention week
to contact affiliates in mass and hold indivi-
dual conferences. CBS-TV affiliates held a
pre-convention meeting that took a com-
petitive turn when the network challenged
NBC-TV's claim of daytime superiority by
offering this terse answer, "We outsell our
competitors 94% in daytime."
ABC-TV affiliates had their first preview
THE 1957 NARTB Keynote Award, honoring former president Herbert Hoover,
is accepted by C. M. Jansky Jr. (r), chairman of the board, Jansky & Bailey. NARTB
President Harold E. Fellows presents the award.
Page 82 • April 15, 1957
Broadcasting • Telecasting
all but four
WGBI tops the ratings in all but four of the 68 quarter-hours between 7:00 a.m. and Midnight, Monday
through Friday, according to the latest Pulse for the Scranton and Wilkes Barre region.
You need only one station— WGBI — to cover both mar kets— Scranton and Wilkes Barre.
Before you buy, be sure to see the regional rating report, covering both markets.
STATION
WGBI
Station B (Scranton)
QUARTER-HOUR WINS
64
STATION
Station C (Wilkes Barre)
Stations D through J
QUARTER-HOUR WINS
2
0
wilkes barre
WGBI radio
CBS RADIO AFFILIATE Represented by H-R Representatives, Inc.
Mrs. M. E. Megargee, President • Richard E. Nason, General Manager
Broadcasting • Telecasting
April 15, 1957 • Page 83
NARTB CONVENTION
of what's to come in the autumn. This
turned out to be a stronger program schedule
to match the expanded affiliation lineup.
Affiliates left the network's meeting with
this promise — ABC-TV is moving toward
parity with the other two tv networks by
1960.
Mutual produced its news-music format
for review by affiliates and it appeared to be
well received. Contracts will be mailed sta-
tions in a few days — take-it-or-leave-it con-
tracts designed to solve many of the prob-
lems now facing radio networks and stations.
NBC Radio met with committees repre-
senting affiliates and did some unveiling of
its own. This was focused on new programs
such as a state-hopping nighttime feature.
Radio delegates seemed more optimistic
last week than at other conventions in the
current decade. They had the reassuring
statement from Station Representatives
Assn. that national spot was up 25% in the
first quarter and the reminder of John M.
Outler Jr., WSB Atlanta, NARTB Radio
Board chairman, that radio time sales were
up $35 million last year, rising to $487 mil-
lion.
Practical selling tips for radio delegates
were supplied by Radio Advertising Bureau,
which called on radio stations to make an
all-out effort to acquaint advertisers with
the medium's potential. Specifically, they
were advised to use carefully prepared pres-
FETZER
ROGERS
CLAY
PETERSMEYER
BERNARD
WALBRIDGE
entations tailored specifically for each ad-
vertising project.
Television stations picked up some mod-
ern ways to sell time from the Television
Bureau of Advertising presentation. Much
of their interest dwelt on the regulatory
issues discussed at the FCC panel. An en-
couraging report on the television code was
given by the retiring NARTB Tv Code Re-
view Board chairman, G. Richard Shafto,
WIS-TV Columbia, S. C. He reported that
of 8,000 commercial programs, only 271
exceeded the advertising time allowances.
William B. Quarton, WMT-TV Waterloo,
Iowa, succeeds Mr. Shafto, moving up from
the vice chairmanship.
Both radio and tv broadcasters found
meaty material in several lively labor rela-
tions sessions. Topics ranged from adminis-
trative planning to wage-hour problems and
bargaining techniques.
The formally programmed NARTB ses-
sions covered four days but delegates had
started conventioneering the previous Friday.
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Fetzer Heads Tv Board;
Rogers Vice Chairman
FOUR new directors were elected to the
NARFB Television Board last week for
two-year terms, with John E. Fetzer. WKZO-
TV Kalamazoo, Mich., as new board chair-
man and W. D. (Dub) Rogers, KDUB-TV
Lubbock, Texas, as vice chairman.
Elected directors from non-tv-only-station
eligible candidates were Henry B. Clay,
executive vice president. KTHV-TV Little
Rock, Ark.; C. Wrede Petersmeyer, presi-
dent, KOTV (TV) Tulsa, Okla., and J. J.
Bernard, vice president-general manager.
WGR-TV Buffalo, N. Y. Willard E. Wal-
bridge, general manager of KTRK-TV
Houston, late comer to the list of certified
member station executives, was elected the
fourth director from the ranks of tv-only
stations.
Messrs. Fetzer and Rogers succeed Camp-
bell Arnoux, WTAR-TV Norfolk, Va., and
Kenneth L. Carter, WAAM (TV) Balti-
more, Md., as NARTB board chairman and
vice chairman, respectively.
Mr. Arnoux noted membership has in-
creased 10% over 1956— from 301 to 331
members. Among gains in recent years he
cited the fight for freedom of information
and equal access to court proceedings.
Keep Up the Fight
He predicted "complete success" on the
news fight "if we keep fighting." Mr. Ar-
noux also mentioned importance to in-
dustry and stations of the forthcoming
Audit Bureau of Circulations tv report in
May and expressed hope it would prove
"favorable."
Other outgoing directors, aside from
Chairman Arnoux and Vice Chairman
Carter, were William Fay, WROC-TV Ro-
chester, N. Y.. and Ward L. Quaal, WGN-
TV Chicago. The four new directors im-
mediately assumed their offices following
the television membership meeting Thurs-
day afternoon, at which the new chairman
and vice chairman were chosen. They will
serve until the conclusion of the 1959
NARTB annual convention. Seven other
directors continue in office until 1958.
Out of 73 certified executives eligible for
nomination and election, eight were nomi-
nated, with one broadcaster asking his nomi-
nation be withdrawn. Two tv-only executives
were placed in nomination, with Mr. Wal-
bridge emerging as a dark-horse winner,
out of a list of 23 certified broadcasters.
Ten new members were elected to the
NARTB Radio Board and seven directors
were re-elected last March for two-year
terms [B»T, March 11].
Page 84 • April 15, 1957
Broadcasting • Telecasting
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April 15, 1957 • Page 85
McCONNAUGHEY HYDE BARTLEY LEE MACK CRAVEN
FCC PANEL: PAY TV DECISION SOON
Broadcasters quiz commissioners 2y2 hours in informative session
lions only, seeing in this a "last opportunity"
to do something for uhf.
Such a move, he added, would mean more
uhf stations and more all-channel receivers.
Comr. Mack said he felt the basic ques-
tion was whether pay tv was broadcasting or
common carrier. He also declared he felt
the Commission should ask broadcast licen-
sees themselves whether they wanted to use
"this type of programming."
Chairman McConnaughey told his listen-
ers that the Commission was in the middle
of consideration on pay tv, that it had had
several meetings, and that it planned to meet
a?ain on the subject in the next several
weeks.
ALLOCATIONS
The FCC will not make any significant
allocations or engineering changes until the
results of the study being conducted by the
television allocations study organization are
in. That was the firm commitment made to
broadcasters by the FCC commissioners at
the panel.
Chairman McConnaughey said the FCC
is not going to do anything serious until the
TASO results are received. Comr. T. A. M.
Craven pointedly remarked that the FCC
does not plan to make any engineering
changes until TASO reports. He qualified
this slightly by adding that this does not
mean the FCC may not change the table of
assignments "here and there."
The TASO project received high praise
from the FCC chairman: "TASO will render
a truly great service to this industry," he
said, and its results will be of the "greatest
importance to television's rules and engi-
neering standards."
The touchy subject of the military's in-
terest in chs. 2-6 [B*T, April 1] was put
directly to the FCC Chairman by Mr. Fel-
lows. "Is the military asking for chs: 2-6?"
Mr. Fellows asked. Mr. McConnaughey
answered with a blunt, "No." He amplified
this to add that officially nothing on this
subject had come to his attention. Whether
Mr. McConnaughey was being extra careful
or whether the subject is shrouded in high
security classification was not clear. It was
recalled that on several occasions in the past
AT ONE of the most jam-packed meet-
ings during the NARTB convention, six
of the seven FCC commissioners sat down
in front of more than 1 ,000 broadcasters
and submitted to cross examination on sub-
jects ranging from subscription television
to the Commission's policy on issuing de-
claratory rulings.
There were no major surprises, but there
were a number of significant observations.
The consensus of those attending was
that this was one of the most fruitful of
the convention's meetings.
Seated on the dais were FCC Chairman
George C. McConnaughey and Comrs.
Rosel H. Hyde, Robert T. Bartley, Robert
E. Lee, Richard A. Mack and T. A. M.
Craven. Comr. John C. Doerfer was unable
to attend the convention; he is recovering
from an emergency appendectomy.
The session was moderated by NARTB
President Harold Fellows. A series of ten
questions were asked of the FCC members
by Mr. Fellows and then questions were
raised from the floor.
Highlights of the two and a half hour
session were:
• Future of subscription television is due
to be decided, to some degree, in the near
future. Another meeting on pay tv will be
held in the next several weeks and several
commissioners are decidedly in favor of per-
mitting some sort of test. Still troublesome
to some is the question whether fee tv is
broadcasting or a public utility.
• No significant changes will be made in
television allocations or engineering stand-
ards until the report of the Television Allo-
cations Study Organization is received. The
Commission has no "official" knowledge of
any military request for chs. 2-6. But, it was
strongly stated, the FCC will not sit for 20
years with a "hodgepodge" television allo-
cations structure.
• No sanction against broadcasters is im-
plied in the FCC's liaison with the Federal
Trade Commission. Notification to broad-
casters of FTC action— where stations are
identified in the citation — is the same pro-
cedure used by the FCC with complaints
against stations from the public. The station
is notified of the complaint so it can take
action or not as it sees fit, and to give the
broadcaster the opportunity to advise the
FCC of its side of the story.
• Efforts to repeal Section 315, which
provides that broadcasters must offer equal
time to other candidates if one candidate
uses their facilities, will not get very far.
Some revisions may be successfully accom-
plished. Specific instances involving contro-
versial local public issues were discussed, as
was the question of editorializing by the
broadcaster.
• Congress can be persuaded to change
the Communications Act to permit radio-tv
licenses to be issued for five-year periods.
Two commissioners dissented, one suggest-
ing a five-year term as a reward for meri-
torious operation, and the other an inde-
terminate license period, with the FCC per-
mitted greater flexibility in changing stations'
assignments where necessary.
• The North American Regional Broad-
cast Agreement and the recently concluded
treaty with Mexico does not freeze the
domestic use of such frequencies. Changes
can be made in clear channel usage and else-
where, but will be made, if at all, only after
consultation with other signatory countries.
SUBSCRIPTION TELEVISION
Some inkling of how the commissioners
are thinking about the significant subscrip-
tion television issue became known at the
panel — but no definitive consensus was ap-
parent.
Chairman McConnaughey said that he
personally is in favor of some sort of
trial or experiment. But, he added, he was
not sure just how this should be done.
The FCC chairman said one great prob-
lem concerned him — whether pay tv was
broadcasting or common carrier. He said
he was impressed with the fact that fee tv
has many of the attributes of a public utility.
He also added: "Somewhere along the line
the Commission is going to have to submit
this question to Congress."
Comr. Lee repeated his previous stand
that pay tv should be given an opportunity
"at the market place." He again urged that
subscription tv be authorized for uhf sta-
Page 86 • April 15, 1957
Broadcasting • Telecasting
ST. LOUIS
BLAIR -TV
Televisions First Exclusive
National Representative
as exclusive national representative
effective with its on-the-air date:
APRIL 15, 1957
SIGNAL HILL TELECASTING CORP. • ST. LOUIS,
Broadcasting • Telecasting
MISSOURI
April 15, 1957 • Page 87
NARTB CONVENTION
cue
GREAT STATIONS
DO GREAT THINGS
Akron benefits from these and many other WCUE projects
Raised $7100 for Cancer Fund
Raised $1300 for Little League baseball
Raised $4000 for Rehabilitation Center
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few months before congressional commit-
tees, Mr. McConnaughey had acknowledged
the military's interest in the vhf bands.
Comr. Craven took up the discussion by
calling attention to the Air Force and Navy
communications chiefs' articles in recent
months calling for space in the chs. 2-6 tv
bands [B»T, April 8]. Mr. Craven added
that he knows of no official request.
Mr. Bartley discussed the FCC's recent
announcement that it was going to study
the allocations between 25 mc and 890 mc.
This area includes fm and tv broadcasting
and auxiliary services. The Commission.
Mr. Bartley explained, already had under-
way a spectrum study of the above-890 mc
bands. The 25-890 mc study was a logical
follow-up. he said.
One of the major questions in the micro-
wave study (above 890 mc). Mr. Bartley
said, was whether microwave relay systems
should be limited to common carrier or
private users.
Mr. Craven added that this was a "long-
range" look, leading up to the 1959 Inter-
national Telecommunications Conference in
Geneva. Switzerland. He asserted that there
must be a realistic appraisal of spectrum
allocations. For example, he said, the 1946
tv allocations are not satisfactory. He noted
that there is a gap between chs. 6 and 7
and a bigger gap between chs. 13 and 14.
He also called attention to the fact that
other services, including the military, are
clamoring for space in the spectrum. The
[ study is to see whether any improvements
are imminent, he said.
FTC-FCC LIAISON
The commissioners clarified their posi-
tion respecting the intent of their coopera-
tion with the Federal Trade Commission.
The clarification amounted to this:
When the FTC issues a complaint involv-
ing the use of radio or tv, the FCC will be
notified. The FCC in turn will notify the
station or stations mentioned that the FTC
{ action has been initiated, thus giving the
stations an opportunity to reply to the no-
tification letter. This is the same process.
Comr. Hyde pointed out, that is used when
i the FCC itself receives a complaint about a
station — the station is furnished with a copy
: of the complaint as a matter of informa-
tion. The broadcaster must use his own
[ judgment as to whether to continue the
| cited commercial, they said.
However, Comr. Lee stressed that when
I the FTC has taken final action on a case
I involving what it considers false or mislead-
j ing advertising, then the continued use of
this advertising will cause the FCC to ques-
tion the broadcaster's qualifications to hold
a license. Mr. Lee also emphasized that the
FCC intended only to notify stations when
the FTC officially took some action; it was
not the purpose of the "liaison" to notify
stations everytime a complaint was made to
the FTC about a commercial message.
A request was made for a clarification of
a cryptic phrase in the Commission's an-
nouncement regarding its new practice to
notify broadcasters of FTC actions.
The language, Mr. Hyde said, meant that
broadcasters have the responsibility to de-
Page 88 • April 15, 1957
Broadcasting • Telecasting
NARTB CONVENTION
cide for themselves what material goes out
over the air from their station and should
use prudent judgment in this. The phrase
does not mean that a broadcaster must de-
lete a commercial, even if a formal com-
plaint is filed by the FTC. The FCC's re-
sponsibility, Mr. Hyde added, is to look at
overall broadcasting, not a detail of it.
SECTION 315
The commissioners' serious discussion of
the equal time provisions of the Communica-
tions Act was leavened with the dry com-
ments of a broadcaster from Springfield,
Mo. — G. Pierson Ward, KTTS-TV that city.
He asked the Commission point-blank
whether he or his Washington attorney was
correct.
His problem, he explained, was that his
station had given equal time to two groups
on opposite sides of a local issue. But some-
one, claiming to represent a third point of
view, insisted that he had a right to equal
time. Mr. Ward referred this to his Wash-
ington attorney, who renlied, Mr. Ward
said, with a lengthy, complete, unequivocal
dissertation telling him that he had to give
the third party equal time. "I don't believe
it," Mr. Ward declared.
"What I want to know," Mr. Ward ad-
dressed the commissioners, "is whether I'm
right or my attorney is right."
Comr. Lee said the Communications Act
is explicit. If a broadcaster permits a can-
didate to use his facilities, he must offer
the same facilities to opposing candidates.
Comr. Bartley commented that a broad-
caster is faced with three choices: offer
time free, charge for time or refuse time.
But, Mr. Bartley went on, Section 315
applies to candidates only, and not to
controversial issues.
Mr. McConnaughey declared, in answer
to another question, that it was not necessary
to offer equal time to answer an editorial
by a station. Mr. Bartley said the station
should ensure that its editorial was clearly
labeled as such. He added that a well-run
station would feel the responsibility of pre-
senting the other side of a controversy.
Mr. Hyde pointed out that there were two
factors involved: one was that involving
candidates — there Section 315 applied; the
other was public controversies — there Sec-
tion 315 did not apply. But, Mr. Hyde went
on, the basic principle of broadcasting is
to be fair.
In reference to some proposals that Sec-
tion 315 should be deleted from the Com-
munications Act and that broadcasters
should be responsible for political broad-
casts, Chairman McConnaughey proffered
the analogy that it was like asking to do
away with Mother's Day "because children
should love their mothers 365 days of the
year." Congress will not delete Section 315,
Mr. McConnaughey observed. In many ways,
he added, it furnishes protection to broad-
casters— from political pressures for one
thing.
The equal time provisions of the act,
Mr. McConnaughey said, were not perfect,
but prudent revisions could be made. He
THE PAT HAND
FCC Chairman George C. McCon-
naughey held broadcasters momen-
tarily expectant at the very end of
the FCC panel session at the NARTB
convention. NARTB President Har-
old Fellows had asked Mr. McCon-
naughey whether he had decided to
accept reappointment to the Commis-
sion or not. Mr. McConnaughey had
previously acknowledged that he has
been offered reappointment by the
President.
Speaking seriously and with seem-
ing solemnity, the FCC chairman
referred to a B«T editorial calling on
him to make some public announce-
ment of his plans at the convention
[B«T, April 8]. Mr. McConnaughey
noted that the editorial referred to the
fact that he was on the program twice.
Therefore, he said, he would take the
hints:
"This is my last appearance before
you," Mr. McConnaughey intoned,
"this year."
referred to proposals which would guarantee
equal time to the major political parties,
with safeguards for minority parties. This
has a chance of winning congressional sup-
port, the FCC chairman observed.
Mr. Bartley agreed with Mr. McCon-
naughey— both that abolition of Section
315 would be impossible and that it serves
in many ways as a shield to broadcasters.
FIVE-YEAR LICENSES
Broadcasters can help persuade Con-
gress that five-year licenses should be grant-
ed, FCC Chairman McConnaughey told the
audience. "Time is of the essence," he said,
explaining that the Commission has already
submitted to Congress its recommendations
for revision of the Communications Act.
The present Act provides that broadcast
licenses be granted for a period not to ex-
TO THIS TRIO, at least, California
champagne symbolizes the 1958
NARTB convention, scheduled for
Los Angeles. L to r: Loyd Sigmon,
KMPC Los Angeles and president of
the Southern California Broadcasters
Assn.; President Hal Fellows of
NARTB, and W. J. Beaton, KWKW
Pasadena and past president of the
SCBA.
ceed three years; all other radio services are
permitted five-year license periods.
Comrs. Lee and Bartley explained their
dissents to the board revision of this section
of the Act.
Comr. Lee said he would be in favor of
five-year license periods, if there was also
provision for license renewals for less than
five years. Where broadcasters were border-
line in their operations, he expressed a desire
for one- or two-year licenses.
Comr. Bartley declared that in his view,
five-year licenses were only token. He said
he was in favor of no fixed period at aH,
provided the Commission also held author-
ity to make changes in station assignments
(with due process).
Comr. Mack said he favors the five-year
license period because it would help broad-
casters in raising capital and in financing
operation. The money market is tight, he
said, and needs the stability of five-year
licenses.
INTERNATIONAL TREATIES
The United States has not frozen its posi-
tion on its won use of clear channels, Comr.
Hyde said, in answer to a question on the
NARBA (North American Regional Broad-
cast Agreement) and the more recently-
signed treaty with Mexico.
There are provisions in both treaties, Mr.
Hyde said, which call for consultation be-
tween the U. S. and other countries when
and if the United States decides to change
broadcast channel classifications.
This same answer was given regarding the
possibility that the FCC might not be able to
grant the request of daytime broadcasters
seeking permission to begin operating at
sunrise or two hours earlier and ceasing
broadcasting at sunset or two hours later
(whichever is earlier or later, respectively).
The U. S. is free to determine domestic use
of its channels, Mr. Hyde emphasized. Nat-
urally, he added, there would have to be
conferences with treaty signatories.
Mr. Hyde called for help in persuading
the Senate to ratify both the NARBA and
the Mexican treaties.
MISCELLANEOUS
Other topics discussed at the FCC panel:
Action within the next three weeks on
revised license renewal forms was seen by
Mr. McConnaughey. The FCC has its staff
recommendations at hand, Mr. McCon-
naughey said, and has it ready for considera-
tion.
Mr. McConnaughey listed objections to
certain sections of the 1952 McFarland Act
amendments, including the protest rule and
separation of staff from Commission in
adjudicatory matter. He found some good
in the provision calling for the sending of
McFarland letters; in many cases, he noted,
applicant's answers obviated the need for
a hearing.
The Commission, Mr. Hyde stated, is not
eager to render declaratory judgments unless
there is a clear question of law at stake.
He added that most such requests concern
programs, and the broadcaster is better in-
formed than the FCC to make that judg-
ment.
Page 90 • April 15, 1957
Broadcasting • Telecasting
Without seeing the dial listeners know
when they are tuned to WSB Radio.
This individuality in sound has been achieved
at no loss to the dignity and stature of
radio. It is a pleasing sound. The audience
likes it. Ratings reflect it.
An Atlanta ad agency executive —
"I think the different, distinctive sound of
WSB Radio is proof of its superiority."
A Gadsden, Ala., radio service manager —
"The brightest sound in town you say. I say
the brightest sound anywhere. I know because
my tuner brings in a lot of stations."
A competitive Atlanta radio station
executive — "Let's face it. The best
sounding radio station in Atlanta is WSB."
Advertisers, who feel that there is too
much "sameness" in current radio,
have found that the sound of WSB is the
soundest buy in Georgia.
WSB Radio and WSB-TV arc affiliated with The Atlanta
Journal and Constitution. Represented by Petry.NBC affiliate.
Atlanta's WSB radio
SOUNDS different
from any other
Georgia station
WSB
RADIO
The Voice of the South /Atlanta
Broadcasting • Telecasting
April 15, 1957 • Page
How They Rate
TRENDEX ran a special 15-city sur-
vey of the nationally televised talks
last week by FCC Chairman George
C. McConnaughey and NARTB Presi-
dent Harold Fellows.
Mr. McConnaughey spoke on CBS-
TV Tuesday 2:30-3 p.m. and came up
with a rating of 3.7 for a 27.1 share of
audience. At the same period NBC-TV
Tennessee Ernie Ford drew a 5.2
rating with 38.8 share of audience and
ABC-TV local affiliates (no network
service) drew a 2.9 rating and a 21.2
share.
Mr. Fellows on ABC-TV Wednes-
day at 3-3:30 p.m. drew an 0.8 rating
with 5.3 share of audience, opposite
NBC-TV's Matinee Theatre with a
6.0 rating and 42.0 share and CBS-
TVs Big Payoff with a 6.6 rating and
46.7 share.
McC Lauds Networks,
Says Public 'Censors'
THE FCC's network study report will be
screened twice before any recommendations
are officially adopted, FCC Chairman George
C. McConnaughey told 1,500 broadcasters
at the joint engineering-management
NARTB convention luncheon last Tuesday.
The network study report, expected to be
completed June 30 by the special staff
headed by U. of Cincinnati Law School
Dean Roscoe Barrow, will first be evaluated
by the Commission's own four-man network
study committee, Mr. McConnaughey ex-
plained. This comprises Mr. McConnaughey
and Comrs. Rosel H. Hyde, Robert T. Bart-
ley and John C. Doerfer. The results of
their considerations, the FCC chairman said,
will then be submitted to the whole Com-
mission, which "will pass upon the whole
matter and make its findings known to the
Congress and the American public."
Mr. McConnaughey had special praise for
the networks in his address which was broad-
cast nationally by tv and radio. In discussing
the network study, the FCC chairman de-
clared: ". . . Let me remind you that the
Commission is well aware of the great and
indispensable contributions which network-
ing has made to broadcasting." In another
reference to the networks, Mr. McCon-
naughey added: "To a very large degree the
networks in this country deserve credit and
praise for the excellent programs we witness
today. They should not be stifled by crippling
and destructive governmental controls.
"It must be borne in mind the networks
pioneered in television development, they
lost millions of dollars year after year and
only within the last few years they began
to make a profit in networking proper.
Should we begrudge them the fruits of their
gamble with this new medium? It is easy
to apply hindsight today and say that because
of the scarcity of television channels, they
were bound to win, but the field was open
then, as it is now, to all comers who wish
to make the huge investments required to
TWO old-timers hold court at the ABC
Affiliates reception April 7 at the
NARTB convention. "The Old Hired
Hand" (r), also known as Harold
Hough, general manager of WBAP
Ft. Worth, takes time out from busi-
ness with Glenn Snyder, general man-
ager of WLS, ABC affiliate in Chi-
cago.
compete with the networks for station af-
filiation."
Strongly emphasizing that the FCC has
no power of censorship over programming.
Mr. McConnaughey implored that there
never will be. "Please God," he said, "'that
this wonderful nation of ours may never
stoop to this practice." However, he added,
there is one powerful censor, the American
people. He commended the broadcasters for
their tv and radio codes, advised his public
listeners that if they had any complaints
about programs to write to the Television
Code. Box 1711, Washington 13, D. C.
Mr. McConnaughey also had praise for
Westinghouse Broadcasting Co. and its pub-
lic service conference held in Boston last
February 27 to March 1 [B»T, March 4].
Television, the FCC chairman said, now
covers 85-90% of the people in the
United States with at least one signal,
and 75% with at least two signals. Net
profits in television, in the two and a half
years since he has been chairman, Mr. Mc-
Connaughey said, have tripled. There are
257 stations which can telecast color, he
pointed out. And, he added, five times as
many minutes are spent by the people of
the United States viewing tv as reading
newspapers.
There are 260 million radio sets in the
world, Mr. McConnaughey stated. More
than half of them are in the United States.
The total number of radio sets, he said,
exceeds the number of copies of daily news-
papers.
Mr. McConnaughey appeared before the
CBS-TV cameras in tan makeup. He read
his speech with the aid of a TelePrompTer.
CBS-TV broadcast the speech live from
Chicago over its entire network. The same
network recorded the speech for delayed
broadcast over its radio network.
Gruenther Says Radio-Tv
Play Key Security Role
RADIO and television broadcasters perform
one of the key roles in maintaining national
security and protecting the whole way of
American life. Gen. Alfred M. Gruenther,
president of the American National Red
Cross, told the NARTB Chicago convention
Tuesday morning.
Discussing the extensive Soviet radio
propaganda program, he said 147 stations
are directing communist messages 112 hours
a week toward foreign listeners. He ex-
plained the Soviet nation is spending vast
sums to jam U. S. broadcasts aimed at for-
eign audiences and asked the backing of our
own information program.
"We live in an era where U. S. leadership
is tremendously important." he said. "The
history of civilization depends on the way
we exercise that leadership." Interest in in-
ternational affairs is increasing in this coun-
try, he said. Gen. Gruenther added that tv
plays a small part in Soviet propaganda be-
cause of the limitations of distance, ex-
plaining that only United States, Canada
and Great Britain have gone very far with
television.
Fellows Lauds American Plan,
Counts 190 Million Receivers
FREE OPERATION of American radio
and tv by privately-owned broadcast prop-
erties under FCC regulation has developed
the world's finest entertainment and cultural
programs. NARTB President Harold E.
Fellows told the Chicago convention at the
Wednesday luncheon.
Mr. Fellows said there are 145 million
radio and 45 million tv receivers (worth $20
billion) in the U. S., receiving service from
3,700 am and fm stations and nearly 500 tv
stations. Since the stations are owned by at
least 15,000 people, plus stockholders with
small interests, he said, there is no likelihood
of central control of U. S. broadcasting.
Citing the government-controlled systems
in other nations, Mr. Fellows said public
officials control what is broadcast. On the
other hand, he said, the ultimate control of
programming in this country is vested in
the American people "and herein lies no
danger of censorship."
Three advantages of the American sys-
tem, Mr. Fellows said, are lack of a license
fee on receivers; a more richly endowed pro-
gram service that also promotes the nation's
economy by building markets for goods and
services, and local ownership as well as lo-
cal programming.
NARTB Pays Tribute to Priest
TRIBUTE to the late Rep. J. Percy Priest
(D-Tenn.), chairman of the House Com-
mittee on Interstate & Foreign Commerce,
was paid by the NARTB convention
Wednesday noon. President Harold E. Fel-
lows presented a scroll honoring Rep. Priest
to Mrs. Priest. In his congressional career
Rep. Priest had taken an active role in
broadcast legislative affairs and had ad-
dressed the 1955 NARTB convention in
Washington.
Page 92 • April 15, 1957
Broadcasting • Telecasting
• ONE OF A SERIES
Hi 'j
/?£7> < ■
Follow rhe leader. In New Haven the listening
crowds follow WAVZ, multiplying tremen-
dously year after year after year.
Check your Pulse report for the story of WAVZ's
domination of home, automobiles, business
establishments and combined listening totals.
Place your spots where the New Haven crowds
will hear them and make your product a leader
on WAVZ.
Representatives:
National: Holfingbery Co.
New England: Kettell-Carter
152 TEMPLE STREET, NEW HAVEN, CONN.
Daniel W. Kops, Executive Vice President and General Manager • Richard J. Monahan, Vice President and Commercial Manager
Broadcasting
Telecasting
April 15, 1957 • Page 93
NARTB CONVENTION
DORRELL LIGHTS
"WHEN I find that any source of informa-
tion is producing things that I consider
screwy, I yell — real loud. Even about NCS
No. 2."
And with that. Ward Dorrell, vice presi-
dent and research director, John Blair &
Co., unloosed his criticism of Nielsen Cover-
age Study No. 2. He spoke Wednesday after-
noon before the radio management confer-
ence at NARTB's Chicago convention.
He recounted happenings at the seminar
last month in New York at the Radio &
Television Executives Society in which John
Churchill, vice president of A. C. Nielsen
Co., was interrogated on aspects of the re-
cently-completed NCS No. 2.
"I have encountered few proponents for
the status quo in this coverage mess except
Nielsen spokesmen," Mr. Dorrell asserted.
He conceded that it would be a virtual im-
possibility for any measurer to produce a
measurement or system of measurements
which all broadcasters and all buyers would
consider 100% accurate.
However, he pointed out, "between the
period of the time of measurement and the
final release of data, practical considera-
tions dictate changes in methodology."
Mr. Dorrell questioned the accuracy of
NCS No. 2 since it was his understanding
that quality control was not used, a con-
sideration normally included with Nielsen's
audimeter that compensates for "memory
loss" in interviews.
Mr. Dorrell asked what portion of "less
accurate" mail questionnaires were in NCS
No. 2, pointing out that a 1952 survey of
Standard Audience Measurement Service
was branded invalid because it was based
on mail questionnaires.
Of NCS No. 2, Mr. Dorrell said that even
the most pessimistic broadcaster did not an-
ticipate the tremendous difference between
NCS No. 1 and NCS No. 2. "I understand,"
he added, "that the Nielsen company said
that there should be no comparison between
No. 1 and No. 2 . . . that 'they were not
comparable.7 "
Other questions raised by Mr. Dorrell (to
which he indicated Mr. Churchill had fur-
nished unsatisfactory answers at the RTES
seminar): How was the "all-important" out-
of-home measurement obtained? Why is
study No. 2 not comparable to No. 1? What
was the proportion of mail interview to per-
sonal interview? How was the audimeter
introduced for audience control? What were
the minimum sample requirements per
county — total sample? With survey taken
during baseball season, what effect did this
have on non-baseball stations? Were sepa-
rate questionnaires used for radio and tv?
Mr. Dorrell charged other questionable
points in the study. "This study disclosed
that such 50 kw stations as WOR (New
York), WCBS (New York), WBBM (Chi-
cago), KNX (Los Angeles), KFI (Los An-
geles), WRCA (New York), KNBC (San
Francisco) and others were included in the
category of small stations in terms of day-
time broadcasting," he said.
The Blair executive also pointed out that
INTO NCS NO. 2
as of Feb. 1, 374 radio stations and 104 tv
stations were subscribers to NCS No. 2,
indicating "little support."
Earlier in the radio management session,
E. K. Hartenbower, KCMO Kansas City,
chairman of the NARTB radio research
committee, had expressed need for a con-
tinuing county-by-county audience study of
in-home and out-of-home listening that ul-
timately could be an all-industry standard.
He stressed the major workload entailed in
the sizable out-of-home count.
Mr. Hartenbower acknowledged that such
a study would cost considerable money and
with such reliance on memory of inter-
viewed people, it would require parallel
studies.
Efforts of NARTB to have the Census
Bureau include a radio question, specifying
types of sets and where used, was reported
to the delegates. In addition, NARTB is at-
tempting to have included in the 1958 Cen-
sus of Business a question on sets outside
of households, such as bars, hotels, etc.
Session was presided over by Herbert L.
Krueger, WTAG Worcester, Mass.
RAB'S SWEENEY ASKS
'INFANTRY* SELLING
• Urges custom presentations
• All-out radio drive proposed
A CALL for more "infantry selling" by ra-
dio stations, networks and representatives
was sounded last week by executives of Ra-
dio Advertising Bureau during its presen-
tation last Wednesday at the NARTB con-
vention in Chicago.
RAB President Kevin Sweeney urged an
all-out effort to acquaint advertisers with
radio's potential. He defined "infantry sell-
ing" as calls on individual prospects with
presentations especially designed for them.
One-third of RAB's budget, he said, is
now being used for a national sales force
equipped and trained for infantry selling.
RAB's present budget will rise to $925,000
annually by winter, Mr. Sweeney said, add-
ing that it would go over the $1 million
mark by early next year. He noted, how-
ever, that this would be only half the amount
newspapers are allocating for national busi-
ness development through the American
Newspaper Publishers Assn.'s Bureau of
Advertising.
RAB's basic presentation, "Everybody's
Doing It," traced the increased use of radio
by national advertisers during the past two
years and outlined reasons for this growth.
John F. Hardesty, RAB vice president
and general manager, presented a series of
recorded statements by advertising execu-
tives who were meeting with success with
radio. The tapes told these sales stories:
Beechnut Gum (William Gesslin, account
executive. Young & Rubicam) — using radio
in 1957 for the first time in six years with
75% of its budget going into the medium.
Trans-World Airlines (John Keavey,
domestic advertising director) — devoted
5% of its budget to radio in 1955, 12%
in 1956 and 18% in 1957; anticipates an
additional 10% in 1958.
Pepsi-Cola (J. Clarke Mattimore, vice
president, Kenyon & Eckhardt) — reported
tremendous success in 25 market campaigns;
plans to go into 75 more markets in 1957.
Listerine (Doug Morris, vice president
of Lambert & Feasley) — used no radio in
1956; currently buying time on 190 stations
in the top 75 markets at the rate of $2.5
million a year. It was noted that while Lis-
terine was an established name with other
media advertising, sales reached an all-time
high at time when the firm used spot radio.
Pacquin's (John O'Connel, assistant ad-
vertising manager) — using 300 stations in
250 markets with a minimum frequency of
25 spots per week; very favorable trade and
consumer response reported.
Norelco shavers (Harry Fry, advertising
manager) — explained reasoning behind it
dropping network television to embark on
a spot and network radio campaign.
Whitman Candy Co. (Jack Morrissey,
advertising manager) — detailed current test-
ing of radio. Initial results are so satisfac-
tory that in 1958 a substantial portion of
the firm's budget will go into radio.
John Toigo, vice president and director
of marketing, Schlitz Brewing Co. — found
radio conveys aural images so valuable in
recognition. It was noted radio does job
in places where other media cannot go.
Mr. Hardesty also explained how RAB's
sales specialists have been concentrating
their efforts on specific industries rather
than "generalizing about what a fine adver-
tising medium radio is."
The growing regional sales operations of
RAB was described by Sherril Taylor, vice
president and director of promotion. More
than 1,400 presentations in 34 different
cities will be made this year by four-man
"blitz" teams, he said.
Film of Radio-Tv Trial Coverage
Available for Civic Groups
A FILM showing how radio and tv covered
the famed Graham murder trial in Denver
last year will be made available to broad-
casters for showing to legal and civic groups,
it was announced Wednesday at an NARTB
convention session on freedom of informa-
tion. The film was made available through
cooperation of all the Denver radio-tv sta-
tions.
Titled "Electronic Journalism in the
Courtroom," the film includes comments
from Justice Otto Moore, of the Colorado
State Supreme Court, who wrote an opinion
overruling Canon 35 of the American Bar
Assn. This canon bans broadcasting and
photography in court trials. The trial judge,
district attorney, defense counsel, sister of
the defendant and jury foreman declare in
interviews with Sheldon Peterson, KLZ-TV
Denver, that broadcast coverage did not
interfere with the processes of justice or
prejudice the defendant's rights.
Robert D. Swezey, WDSU-TV New Or-
leans, chairman of NARTB's freedom of
information committee, reported on the
committee's work.
Page 94 • April 15, 1957
Broadcasting • Telecasting
THE PEOPLE YOU WANT TO REACH GIVE
29.4 AVERAGE NIELSEN
OVER TWO VETERAN COMPETITORS*
THE PEOPLE YOU WANT TO REACH VOTE
BEST NEW PERSONALITY ON
TV - 1956-1957 **
* Sid Caesar and Lawrence Welk, March 9th Nielsen.
**TV-Radio Mirror Audience Poll, May, 1957 issue.
Represented by WM. MORRIS AGENCY 1740 Broadway, New York 19, N. Y. Judson 6-5100
NARTB CONVENTION
AUTOMATION: IT'S BOUND TO HAPPEN
Tv mistakes too costly: Radio must modernize, delegates are told
IF THERE was a single dominant theme
to the engineering meetings and equipment
exhibits at last week's NARTB convention,
it was this: That television is too big fi-
nancially to permit flubs, and that radio
must modernize in order to remain competi-
tive.
In a word: Automation.
This attitude was best expressed by Harold
See, KRON-TV San Francisco, whose
Mechron automatic switcher was disclosed
at the convention. He put it this way:
" 'Thumbs' cost money."
Tremendous strides have been made by
broadcast technicians and manufacturers in
developing or refining electronic and me-
chanical devices to perform functions which
up to now have been handled manually.
A. Prose Walker, NARTB engineering
director, put it another way: "Use think-
ing people for duties where reasoning is
necessary, let machines perform the routine,
non-thinking jobs."
The engineers who run broadcast stations
and the manufacturers who supply broad-
cast equipment were following this advice.
Item: The automatic sequential program
switcher, developed by Mr. See and J. L.
BerryhilL KRON-TV chief engineer, per-
forms a series of functions which include
taking a tv station out of network, setting
into operation station studio equipment for
local broadcast, and returning the station to
network — all preformed with split-second
precision.
Item: An automatic program control sys-
tem, developed by GE, which used perfo-
rated tape for activating other studio equip-
ment.
Item: An improved version of the Ampex
automatic programming system and the
Gates auto-station, both of which use sub-
audible tones on a master tape (which also
contains recorded announcements and other
voice material) to activate either a 100-
record record player or one or more tape
recorders.
Item: Advances made in automatic trans-
mitter logging, described by Gustive Ehren-
berg. Brown Instruments Div., Minneapolis-
Honeywell Regulator Co. [B»T, April 1].
The strides made were cited by many
speakers and exhibitors as heralding, for
radio, unattended operation.
John Haerle, Collins Radio Co. broadcast
sales manager, referred to the future radio
station as having its personnel reduced to
the "the irreducible minimum — zero."
Mr. Haerle, who addressed one engineer-
ing session, crystal-balled the following as
the future for radio: (A) Remote control of
all stations; (B) Automatic transmitter log-
ging; (C) Abolition of the need for frequency
and modulation monitors; (D) More in-
creasing use of fm, and (E) Automatic pro-
gramming.
Some of the more important develop-
ments were the following:
One of the most significant developments
in automation was shown without advance
publicity by KRON-TV San Francisco. The
device is a 99-second automatic sequential
program switcher which handles switch out
of network, the activation of three pieces of
equipment (film camera, slide projector, tape
recorder) and then back to network — all on
a split second basis. In this ability to come
out of network and back into network at
precise times, the unit accomplishes a signifi-
cant step forward for tv station automation.
The switcher has been used at KBAK-TV
Bakersfield, Calif., for the past several
months, and, it was reported, has brought
commendation from viewers that the sta-
tion's breaks are cleaner than ever. The de-
vice, under the trade name McChron can
handle up to 10 functions, including a two-
second spot, it was stated, and costs $4,000
AUTOMATION WARNING
A WARNING to radio station opera-
tors of the psychological and subjec-
tive effects of automation on an-
nouncers was sounded at the NARTB
convention by Myron Jones, WJET
Erie, Pa.
WJET, Mr. Jones explained, went
full time in 1955. For 18 months it
has programmed automatically 42
hours weekly. Aside from the obvious
advantages — more efficient use of
manpower, more precise operation,
more effective use of talent — Mr.
Jones had one word of caution.
Although it is true a four-hour pro-
gram can be set up in one hour with
automatic equipment, annuncers will
begin sounding robot-like unless man-
agement permits them to take a break
every so often, he warned. This need
not be long, Mr. Jones said, but it
should be sufficient to overcome a
tendency to parrot one commercial
after another.
per basic unit plus installation and auxili-
aries amounting to about $2,000 more. A
three-minute unit is being readied for pro-
duction.
Under develpment by KRON-TV is a 25
automatic broadcast program system which
will work on a 24-hour schedule. This is
run in conjunction with IBM punched cards,
which feed impulses to a memory system
combined with the automatic program
switcher. The IBM cards also can be used
for billing information, reports to the FCC.
reports to public service organizations and
the like. The potential, as described at the
heavily attended daily demonstrations, ex-
tends to the point where networks could
transmit tones over their lines to put into
effect local station breaks and spots and
bring the station back into the network
lineup — minus any local manpower at all.
GE showed its new automatic program
control system, which uses an editor and a
reader control unit. This can be used to
perform up to seven functions. The editor
unit is used to punch out perforated tape.
This is then fed into the reader control unit,
and activates other tv studio gear, film pro-
jector, slide projector, etc. Only two manual
motions are required, start and stop. The
GE unit is Model BC16-A and sells for
$5,250.
RCA is working on an automatic pro-
grammer. The device is being field tested
at this time, it was understood.
Ampex, which two years ago electrified
the NARTB convention in Washington with
its 24-hour automatic programming system
for radio stations, showed its modified setup.
This incorporates two Model 350 tape re-
corders plus a Model 355 integrator and a
45 rpm record changer to provide auto-
matic programming for 14 hours. One tape
recorder is used for voice announcements
and programs and the other for commercial
messages. Through the use of sub-audible
tones the master tape can activate at the
proper time either the second tape recorder
or the record player. Up to five integrators
can be added to expand the automatic use
of program sources. Each Model 350 tape
recorder sells for $1,205; each Model 355
integrator for $880. The record player is
the customer's choice, with prices ranging
from $500 to $1,100. The tapes each will
run two hours, and the present record
changers now can run up to 10 hours using
both sides of 100 records.
Gates featured its auto-station, compris-
ing two units — one a production unit for
recording voice and control tones on tape,
and the other a playback unit. A combina-
tion unit plus a 45 rpm record player and
two tape recorders can program a radio
station automatically for up to 12 hours. It
was reported — four hours of announcements
plus eight hours of music. Included in the
system is an automatic gain amplifier to
maintain levels. The two units sell for
$6,000.
The use of IBM cards for automatic bill-
ing, program logging and a dozen other ac-
counting and reporting activities was de-
scribed by John P. Shanley, Service Bureau
Corp., IBM subsidiary, at Thursday's
NARTB radio management session.
Service Bureau Corp. is a pool of IBM
equipment and trained operators in 82
cities in the United States.
Basic advantage of using IBM punched
cards for accounting and reporting, Mr.
Shanley said, was that a single posting is
made and verified. All subsequent reports
are prepared from this single card, mechan-
ically, speedily and accurately.
The experience of WIS Columbia, S. C,
with this method of billing and logging was
enthusiastically described by G. Richard
Shafto, WIS president. He told how a com-
plete daily program log is run off in 2Vi
Page 96 • April 15, 1957
Broadcasting • Telecasting
minutes, instead of the hours it took before.
Account billings used to take up to 3Vi
hours daily, Mr. Shafto explained, but now
it is done only once a month at the end of
the month, when more than 6,000 cards are
run in two-and-a-half hours. He said that
the flexibility of the system, permitting all
kinds of information reports to be prepared
in minutes, was one of this system's greatest
advantages. Mr. Shafto said he plans to use
the system for WIS-TV shortly.
New Color Tv Monitor
Pinpoints Error Source
A NEW color monitor, virtually test equip-
ment for broadcast and tv set manufacturer's
use, was shown by RCA at the NARTB
convention. The Monitor, TM21. is consid-
ered one of the most stable ever produced.
This advantage, according to RCA officials,
means that when faults show up in color
transmissions the errors can only be in the
camera chain and can be adjusted at the
camera position.
Up to now, it was said, errors in color
telecasting apparent on existing color mon-
itors, could not be pinpointed because it was
always a question of whether or not the
faults were in the camera gear or the mon-
itor. The TM21 contains a full adjustment
panel covering white balance, color balance,
convergence (registration) in addition to the
usual deflection controls. The unit sells for
$3,500.
Test Gear Would Give MBS
Network-Local Switch Control
PROGRESS in the development of auto-
matic equipment to switch a station from
network to local programming or announce-
ments and back to the network again on
signal from the network was detailed to
Mutual affiliates at their April 7 meeting
in Chicago (also see page 40).
Jules Cohen of Vandivere Labs, Arlington,
Va., which is developing the equipment at
the suggestion of Mutual, told the affiliates
the devices now are being laboratory tested
and in the next few weeks will be put into
field tests in cooperation with Mutual. As-
suming they work as expected and Mutual
decides definitely to put them into use, the
necessary network equipment will be in-
stalled first and the devices then will be
offered to stations individually.
Cost to the stations probably will run
around $750, Mr. Cohen said. This is for
the cueing devices only and does not include
tape machines. But most stations have tape
machines already, he pointed out. He said
tentative arrangements had been made by
Vandivere for distribution of the equipment
through Collins Radio Co.
The development would permit a net-
work to feed a signal, via network lines,
which would automatically switch stations —
all those equipped — from network pro-
gramming to local, simultaneously starting
at each station a tape machine with a
taped announcement (or program). At the
expiration of time allotted for the local
announcement (or program), another signal
from the network would switch the stations
back to network programming.
Mr. Cohen explained that for stations,
use of the device would mean they need
have no skilled switcher or an announcer
on the board for these cut-in announce-
ments, while for the network it would give
assurance that stations are cutting in and
out of network programming exactly on cue.
ABC Radio Thinks Tape Unit
Will Beat DST-Delay Problem
ABC Radio thinks it has worked out a
method of beating the daylight time-delayed
broadcast problem — all for $ 1 ,000.
Working with Ampex Corp., an endless
loop recorder has been developed which
will, according to ABC engineers, permit
the network to transmit a delayed program
over network lines to radio affiliates while
at the same time using the same tape to
record the upcoming program being broad-
cast in New York.
Basic unit is the regular Ampex 350,
modified to use a large tape reel which both
feeds and takes up at the same time. The
tricky problem of tension was overcome by
using specially lubricated tape. The recorder
head was modified to change sequence of
operations from normal record, erase, play
to play, erase record. This permits a pro-
gram just completed to be immediately
: .:.V-- ^
.INA'S VHF STATION
s. c.
iffin, Woodward, Inc.
Broadcasting
• Telecasting
April 15, 1957 • Page 97
NARTB CONVENTION
THE SECOND GENERATION is coming into broadcasting, as of WAKR-AM-FM-TV Akron, Ohio; Maj. Robert Cranston,
evidenced by these four father-and-son teams at last week's formerly of WBAP-AM-FM-TV Fort Worth and now chief of
NARTB convention. L to r: Lester L. Cox of KYTV (TV) radio-tv, Dept. of the Army, and George Cranston of the Fort
Springfield, Mo., and Lester E. Cox, KWTO Springfield and Worth stations; W. P. Williamson Jr. and Warren P. Williamson
KOAM-TV Pittsburg, Kan.; Roger G. Berk and S. Bernard Berk III of WKBN-AM-TV Youngstown. Ohio.
transmitted and immediately erased and a
new program to be recordsd in the same op-
eration. Unique to the system is a feed from
the inside reel. The ordinary differential
between take-up and feed was overcome by
a tightening action made possible through
use of the lubricated tape.
Previously, as many as three technicians
had to handle this daylight saving "crisis"
job. The program had to be recorded,
switched to play machine, and when finished
rewound and readied for new recording.
ABC has bought two of the modifications
— at $500 apiece — and intends to start them
April 28 when Daylight Saving Time be-
gins. Both will be operated simultaneously,
one on a standby basis in case the operat-
ing machine breaks down.
50 Kw Standard Transmitter
Produced by Gates Radio Co.
DESIGNED for remote control and for
double power is Gates Radio Co.'s first
50 kw standard radio transmitter. The
first model was developed, built and shipped
to XET Monterrey, Mexico; consequently
no model was on display at the NARTB
convention. Gates is in production on two
more models at the present time.
The transmitter uses a three-phase fila-
ment tube (Westinghouse 5891) in both
the final and modulator circuits. This means
lower noise, it is said. All filaments are com-
pletely regulated and provide arc-over
protection. The tube produces 50 kw of
power. An adapter can be bought, it was
explained, to change the 50 kw transmitter
into a 100 kw radio frequency power source.
A spare tube is incorporated in the design,
for use if the power amplifier or modulator
tubes goes out. Priced at $85,000, the BC
50-B is 22'/2-ft. long.
Jensen Outlines New Tv Relay
AXEL JENSEN, Ball Labs director of vis-
ual and acoustics research, told NARTB
members attending last Monday's engineer-
ing luncheon about television experiments
using a pulse-code-modulation technique.
This may result, Mr. Jensen said, in the use
of wave guide relays for intercity and trans-
continental relaying, using 1,000 mc-wide
bands with each tv channel 28 mc wide. The
repeaters would be spaced 20 miles apart.
The effort, still in the laboratory stage, is
keyed to a reduction in signal-to-noise ratios,
permitting the effective use of very wide
bandwidths for relaying.
Visual Electronics, RCA Show
Image Orthicon Extenders
IMAGE orthicon extenders were featured
by two exhibitors at the NARTB convention.
Visual Electronics Corp., New York,
showed a device which oscillates a lens
plate in front of a tv camera to prevent
burn-in. The oscillation is produced me-
VIDICON STARS
THE little vidicon camera, workhorse
of small television stations and closed
circuit operations, sprouted all over at
the exhibit hall of the Conrad Hilton
Hotel at the NARTB convention last
week.
RCA showed its first studio quality
vidicon designed to broadcast stand-
ards. Incorporated in the new camera
is a 7-in. view-finder, quality circuitry
and mechanical construction. The
RCA camera was termed useful in
small set work, where lighting could
be concentrated. It can be operated as
a complete chain, with or without a
console. In the latter operation camera
functions are performed on the cam-
era. Cost, including console, is $8,-
800.
Sarkes Tarzian Inc. showed a re-
mote-controlled vidicon field camera
equipped with a zoom lens. Remote
gear provides controls for focus, iris
and zoom. Cost is $4,900 for camera
and associated console.
Kin Tel, formerly Kay Labs.,
showed a remote-controlled vidicon
field camera using zoom lens with a
7-in. view-finder. Price is $7,000.
chanically, via a chain drive, with the
picture kept steady through a compensat-
ing circuit. The device was developed at
WBAL-TV Baltimore, Md., and is patented
by the Hearst Corp. In the demonstration,
Visual Electronics used an image orthicon
which had been in use 1,038 hours and had
been discarded because of burn-in. Image
orthicon tubes have a life expectancy of
from 800 to 1,000 hours. No life tests
have yet been made with the "image orthicon
preserver." The device sells for $2,400. An
image orthicon tube costs about $1,200.
RCA showed an optional kit for color
cameras which mechanically rotates a plate
in front of the color tubes at 1-rpm, also
to prevent burn-in. Because of the slow
revolution, no compensator is necessary
since the picture movement is not discerni-
ble to the viewer. The unit sells for $700.
It was reported that work is underway to
produce similar equipment for black-and-
white tubes, the function to be performed
electromagnetically instead of mechanically.
New Rear Screen Uses Shown
By TelePrompTer, Century
NEW and better rear screen uses for tv
studio originations were demonstrated at
the NARTB convention. TelePrompTer
showed a 9xl2-ft. translucent screen, said
to pass 50% of the light from a 6.000
lumens slide projector, using a 3,000 w bulb.
The system was credited with having su-
perior edge focus and even light distribu-
tion. The projector weighs only 50 pounds,
with the slide projector capable of handling
60 slides. It is also designed for remote
control.
Century Lighting showed a "color value
wall," including a wall-sized translucency
used in conjunction with a rear screen color
projector. It was said to enhance the true
color values of products, scenery and other
items through the use of contrasting or
complementary hues projected onto the
screen. Back lighting is accomplished
through the use of fluorescent and incandes-
cent lamps. Back depth need be no more
than 12 inches, Century claimed.
Page 98 • April 15, 1957
Broadcasting • Telecasting
Fm Development Assn. Forms
For Promotion, Program Data
FM DEVELOPMENT ASSN., comprising
two-score fm station members, has decided
to set up facilities for the collection of pro-
motion, publicity and program information
as a service to the membership, according
to Robert L. Brazy. KFMU-FM Los An-
geles, association president.
The association met April 6-7 at Chicago
before the opening of NARTB convention
proceedines. A membership drive is planned,
with annual dues set at $150 and initiation
increasing from SI 00 to S200 next July 1.
FMDA voted to assess its members sums
ranging upward of $750 to finance legal aid
in music copyriaht negotiations, particularlv
in the case of functional music. The whole
functional music question is at issue in a
copvrieht suit filed against ASCAP in New
York under terms of the consent decree.
Sigmund Timbers, of Washinston. who
represented the Dept. of Justice in consent
decree negotiations with ASCAP, is FMDA
convriaht counsel. William B. Caskev.
WPEN-FM Philadelphia, is chairman of
the licensing committee.
Harold I. Tanner. WLDM (FM) Detroit,
was awarded the FMDA's trophv for out-
standing program service in 1956 (see
photo).
Bylaws are being drafted for the asso-
ciation. Headquarters are at KFMU-FM
Los Angeles. Mr. Tanner is treasurer and
Edward A. Wheeler. WEAM-FM Evanston.
JJ1.. is secretary.
FMDA has three types of members —
fm broadcasters, users of fm services and
associates who have no voting status but
are interested in the development of fm.
Mr. Brazy said the association will accept
membership from anyone in fm. Schools
and churches will be invited to join as as-
sociates, with S10 annual dues. The asso-
ciation has a $25,000 annual budget.
A committee was named to handle in-
ternal revenue matters connected with sub-
scriber service. Group purchasing of func-
tional music equipment was discussed along
with promotional hi-fi shows.
TROPHY for outstanding work in the
advancement of the art and the sci-
ence of fm broadcasting in 1956 was
made to Harold I. Tanner (R), WLCM
(FM) Detroit, by the Fm Development
Assn. during the NARTB convention.
Presentation was made by Robert L.
Brazy, KFMU-FM Los Angeles, pres-
ident of FMDA.
LARGEST
OF ANY STATION IN IOWA
AUDIENCE
OR ILLINOIS (outside Chicago)
According to Nielsen ©overage Service, WOC-
TV Leads in ALL Categories: Number of Homes
Reached Monthly, Number Reached Weekly .
i
©ay time Circulation;
Weekly and Daily
Weekly and Daily Nighttime Circulation.
WOC-TV Coverage Data —
Population
Families
Retail Sales
Effective buying Income
Source
1.568.500
484,800
$1,926,588,000
52,582,388,000
1956 Survey of Buying Income
(Sales Management)
317,902
Advertising Research
Foundation
WOC-TV -Davenport, Iowa is part of Central Broadcasting Company which cho
owns and operates WHO-TV and WHO- Radio«Des Moines
The Quint-Cities Sta-
tion— Davenport and
Bettendorf in Iowa:
Rock Island, Moline
and East Moline in
Illinois.
WOC TV
Channel 6« Maximum Power* Basic NBC
Col. B. J. Palmer, President
Ernest C. Sanders. R>-% Mjjr.
Mark Wodlinser. Res. S.i!c->
Manager
PETERS. GRIFFIN.
WOODWARD, INC.
EXCLUSIVE NATIONAL
REPRESENTATIVES
United Press Facsimile Newspictures
| | and
United Press Movietone Newsfilm
iLh Build Ratings
Broadcasting • Telecasting
April 15, 1957 • Page 99
NAflTB CONVENTION
TV GROUP FORMS FOR ASCAPTALKS
• Martin presides as interim
• Most of 1 5-man committee
A 1 5-MAN all-television interim committee
on tv music performance licenses was named
last Thursday as the nation's telecasters
formally faced up to the problem of ne-
gotiating new ASCAP tv contracts to suc-
ceed those that expire Dec. 31 [B«T, April I].
A permanent committee will be chosen by
mail ballots to be circulated to all U. S. tv
stations, but its final make-up is expected
to be largely — and could be wholly — identi-
cal with that of the interim group. For the
Thursday meeting officially nominated all
1 5 interim committeemen for membership
on the permanent group and also limited the
permanent committee's membership to the
15 nominees — including write-ins — who get
the most votes in the mail ballot.
Recognizing the need for action without
delay in getting ready for negotiations that
traditionally are tedious and time-consuming,
the meeting empowered the interim com-
mittee to act with all the authority of the
permanent committee until the permanent
committee is officially set up.
In order to vote in the election of the
permanent group, stations must at the same
time contribute or pledge to contribute
toward the committee's expenses. In the last
negotiations, which spanned more than four
years, the all-industry negotiating group's
legal, research, and other expenses came
to more than $100,000.
The interim committee is expected to
work out a formula for determining con-
tributions. Last time, the original request
was that each station put in the equivalent
of its highest half-hour rate, but this proved
inadequate and two subsequent solicitations
were necessary. In the end, however, the
committee had money left over, which was
returned to the participating stations.
For the new negotiations, the interim
committee also will consider setting up a
formula for lower payments by uhf than
by vhf stations.
Dwight Martin of WAFB-TV Baton
Rouge and WDAM-TV Hattiesburg, Miss.,
who headed the all-industry negotiating
committee which dealt with ASCAP in
working out the four-year contracts that
went into effect Jan. 1, 1954, served as
chairman of the Thursday meeting — held
in Chicago during the NARTB convention,
although NARTB did not itself sponsor
the session — and, on vote of the station
officials present, appointed the interim com-
mitteemen. Also by vote of the stations,
he included himself among the appointees.
Others named to the interim group (and
nominated for membership on the per-
manent committee) were:
Roger W. Clipp, Triangle Publications
stations; Edward G. Thorns, WKJG-TV
Fort Wayne; John E. McCoy, Storer Broad-
casting Co.; Nathan Lord, WAVE-TV
Louisville; John T. Murphy, Crosley Broad-
casting Co.; Irving R. Rosenhaus, WATV
(TV) Newark; Frank Fitzsimmons, North
unit talks on tv music licenses
likely to stay for negotiations
Dakota Broadcasting Co. stations; Hamilton
Shea, WSVA-TV Harrisonburg, Va.; Charles
Britt, WLOS-TV Asheville, N. C; Clair
R. McCollough, Steinman Stations; Omar
Elder, ABC; Sam Cook Digges of CBS-
owned WCBS-TV New York; Lloyd E.
Yoder of NBC-owned WRCV-TV Phila-
delphia, and Elisha Goldfarb, RKO Tele-
radio.
The committee will elect its own officers.
Introduced by NARTB President Harold
E. Fellows, who noted that the problem
of music performance rights contracts is
"of high importance to all of us," Mr.
Martin outlined the history and status of
present ASCAP licenses.
He also noted that stations' music per-
formance licenses with Broadcast Music
Inc. expire March 11, 1959, and said that
"we don't want to pass too lightly" over
these but must necessarily concentrate first
on the ASCAP contracts, since they expire
first.
He noted that the BMI contracts call for
licensees to pay BMI from 0.75% to 1.09%
of gross receipts, after certain deductions,
and that ASCAP blanket licenses call for
2.05% of net receipts from time sales plus
the station's highest quarter-hour rate per
month as a sustaining fee.
Per-program ASCAP licenses, held by
a minority of stations, call for a commercial
rate of 9% of net revenue from the sale of
time during which ASCAP is used (except
that when ASCAP music is used only as
background on films not made primarily
for tv, the rate is 4% ) ; in addition, the per-
program licenses call for a sustaining rate
of 3.5% of the card rate applicable to each
sustaining program carrying ASCAP music,
but the total annual sustaining fee may not
exceed 12 times the station's highest quar-
ter-hour rate.
In addition to BMI and ASCAP. many
stations also hold licenses from SESAC,
but Mr. Martin pointed out that these con-
tracts are negotiated by the stations individ-
ually.
Mr. Martin made clear that the Thursday
session — which was open to non-members
as well as members of NARTB — was "a
meeting of telecasters" (ASCAP radio li-
censes continue to Jan. 1, 1959).
He also emphasized that, whatever con-
tracts the committee finally negotiates with
ASCAP. they will not be binding until ac-
cepted by stations. The committee's job is
to negotiate and recommend, he pointed
out, while the final decision as to whether
to accept must be made by the broadcasters
individually.
Any station which does not feel the terms
recommended by the committee are equi-
table may enter into separate negotiations
with ASCAP or, under a 1950 consent
decree signed by ASCAP, may ask the
courts to set a reasonable license fee. The
HOST COMMITTEE for the television film producers-distributors pre-banquet recep-
tion were (1 to r): Seated, Ely Landau, president of National Telefilm Assoc.; Ralph
Cohn, vice president-general manager, Screen Gems; Frederic W. Ziv, head of Ziv
Television Programs; Richard A. Harper, sales director, MGM-TV; standing, Herman
Rush, vice president-sales, Official Films; Michael M. Sillerman, executive vice presi-
dent, Television Programs of America; Arthur S. Gross, assistant to the president.
Guild Films, and Don L. Kearney, vice president in charge of sales, ABC Film
Syndication. Broadcast talent provided entertainment, with Russell Sanjek producing
show for BMI. Talent included Andrew Sisters, Tony Martin and Ray Bolger.
Page 100
April 15, 1957
Broadcasting
Telecasting
NARTB CONVENTION
court course also is available if ASCAP and
the committee fail to come to terms.
Mr. Martin also explained that the
NARTB ad hoc committee on television
music licensing, under Mr. Clipp of the
Triangle Stations, had considered the ques-
tion of stations acting together in the forma-
tion of an all-industry negotiating commit-
tee and had concluded that such action in-
volves no violation of law. He also pointed
out that it was Mr. Clipp's committee which
asked NARTB to make time available for
the all-television session during the con-
vention.
The meeting developed occasional mild
differences of opinion on the mechanics of
setting up the committee but complete una-
nimity on the basic proposition of ap-
proaching and conducting the negotiations
through an all-television committee whose
expenses should be underwritten by all tv
stations.
Approximately 50 station officials who
had been specifically authorized to speak
for their respective managements in the
Thursday discussions were on hand for the
session. Another, somewhat larger group
was present to hear and watch the proceed-
ings.
Daytimers Oppose Treaty
In Chicago Resolution
FIVE-YEAR treaty signed by the U. S. and
Mexico covering utilization of standard
broadcast frequencies drew opposition from
the Daytime Broadcasters Assn.'s fm direc-
tors at a closed meeting in Chicago April 6.
The DBA board moved to oppose ratifica-
tion of the agreement by the Senate Foreign
Relations Committee, before which it is
now pending, as contrary to interests of
daytime broadcasters. The treaty was signed
by FCC Comr. Rosel Hyde in Mexico City
in January [B»T.. Feb. 11, 4].
Terms of the treaty tend to ""perpetuate"
the philosophy of clear channel interests by
affording '"ridiculous protection" for Class I
stations out to their 100 microvolt contour
during daytime hours, and in nighttime to
their 500 microvolt 50cc skywave, DBA
directors feel. They also claim the agree-
ment provides no relief for sunrise-sunset
hours of operation by U. S. daytimers on
Mexican am channels.
Another point of contention by the DBA
board is that it claims part of the agreement
opens the door for possible power increases
for U. S. Class I-A stations above 50 kw.
Board members meeting in Chicago and
discussing the treaty included Richard E.
Adams, WKOX Framingham, Mass.. presi-
dent; Ray Livesay, WLBH Mattoon. 111.:
Karl Baker, WLDS Jacksonville. 111., vice
president; Jack S. Younts. WEEB Southern
Pines, N. C. DBA government relations
chief; Joe M. Leonard Jr., KGAF Gaines-
ville, Tex., secretary-treasurer, and Ben
Cottone, DBA counsel. Sen. Wayne Morse
(D-Ore. ), head of the Senate Small Business
Subcommittee on Daytime Radio Broad-
casting, addressed the full DBA membership
April 6 at a luncheon meeting in the Shera-
ton Hotel [B«T., April 8].
Broadcasting • Telecasting
Clear Channels Drop
Objections to NARBA
CLEAR Channel Broadcasting Service last
week formally withdrew objections of more
than six years duration to the ratification
of the North American Regional Broadcast
Agreement. The action was in a resolution
adopted at CCBS' annual meeting last
Monday during the NARTB's Chicago Con-
vention.
CCBS noted that one point to which it
objected — failure of Mexico to sign the
1950 NARBA — had been removed with the
successful negotiation by the U. S. Delega-
tion, under the chairmanship of FCC Comr.
Rosel H. Hyde, of an agreement with Mex-
ico last Jan.' 29 [B»T. Feb. 1 1 ].
The CCBS resolution last week did point
out that withdrawal of objections to the
1950 NARBA was with the understanding
that "'every possible means" will be used to
obtain elimination of the NARBA provi-
sions restricting radiation of U. S. Class
1-A stations. It was pointed out that CCBS
had re-examined all provisions of NARBA
in light of the January bilateral agreement
and "in light of present day conditions."
Both the 1950 NARBA and the 1957
U. S. -Mexico pacts are in the Senate await-
ing ratification. The 1950 NARBA had been
signed by the U. S.. Canada. Cuba, Domin-
ican Republic and Jamaica. Along with
Mexico. Haiti did not sign that pact.
CCBS comprises practically all the 1-A
clear channel stations in the U. S. Officers
include Hollis Seavey. director; Edwin M.
Craig, WSM Nashville, chairman; Harold
Hough. WBAP Fort Worth, treasurer, and
Reed Rollo. counsel.
Lackey Says U. S. -Mexico Treaty
To Aid Class IV Power Efforts
PARTS of the U. S. agreement with Mexico
will assist the Community Broadcasters
Assn. in its efforts to obtain increased power
for Class IV stations through FCC rule-
making procedures. F. Ernest Lackey.
WHOP Hopkinsville. Ky.. and CBA pres-
ident, told an association meeting in Chicago
last Monday.
He reported that the community group
will appear before the Senate Small Business
Subcommittee, headed by Sen. Wavne
Morse (D-Ore.), in hearings April 30. CBA
petition for rule-making proceeding cur-
rently is pending before the Commission.
Daytime Broadcasters Assn., Clear Channel
Broadcasting Service and others will testify
in two-day hearings starting April 29.
CBA sees hope in the recently-signed
U. S. -Mexico treaty on standard broadcast-
ing frequencies on the basis that Mexico
would be permitted to operate Class IV sta-
tions with 1 kw daytime and 500 w night-
time at distances of 93 miles or more from
the border and 1 kw day and 250 w night
up to 62 miles. The organization interprets
this to mean a '"breakdown of the classifica-
tion of Class IV stations," according to Mr.
Lackey's report.
Mr. Lackey expressed confidence the FCC
in BUFFALO...
mi
NO
your
ONE BEST BUY
IS
WBNY
Check WBNY pulse, check fre-
quency of up-to-the-minute news-
casts, check COST- PER- LISTENER
and you'll agree . . . WBNY is THE
station in the Buffalo market. Just
as it's doing a big selling
job for many selective na-
tional advertisers, it can for
you, too!
BURKE-STUART
National Representatives
April 15, 1957
Fize 101
NARTB CONVENTION
would act on the CBA petition, filed April
3, 1956. "within the next few months." He
said, "now that the Commission can see day-
light in its struggle with the problems of
television," action should be "forthcoming
very shortly." The group plans to enlist
congressional support for its petition.
AP's Starzel Cites Radio-Tv
For 'Ideals' at Pioneers Banquet
RADIO-TV broadcasters have been "doing
an increasingly responsible job in breaking
news stories and joining in the united media
effort to develop news dissemination with
"high ideals," Frank J. Starzel, general man-
ager of the Associated Press, told the Radio
Pioneers sixth annual banquet Wednesday.
He expressed concern, however, that "too
often news of faraway places is neglected by
the information media even though it is
available to them" and said he felt radio-tv
and newspapers should search out means for
"broadening the interests of peoples we
serve."
Function of all media is "to inform, not
to reform," Mr. Starzel pointed out, and
with respect to newscasts, "We do not have,
and we cannot have and should not have,
any aggressive interest whatever in the effect
of solid news and information on any idea,
plan or aspiration." He noted that when
broadcasters editorialize occasionally, dis-
MARK SCHREIBER of Mark Schreiber
Advertising Agency, Denver, was low gross
winner, with a par 72, in Broadcast-
ing«Telecasting's annual NARTB conven-
tion golf tournament.
Merrill Lindsay, WSOY Decatur, 111., won
the low net with a blind bogey low of 60.
The tournament, which drew 52 players
despite adverse weather, was held at the
Midwest Country Club, Hindsdale. 111.
Don Lindsey, WTVP (TV) Decatur, 111.,
was runner-up in low gross with a score of
78. In a three-way tie for third place, with
scores of 79, were Marshall Pengra, KLTV
(TV) Tyler, Tex.; Ed Theobold, Venard,
Rintoul & McConnell, and M. E. McMur-
ray, Storer Broadcasting Co. Mr. Pengra
tied with Leon Drew, WXIX (TV) Milwau-
kee, for second place in low net scoring
with blind bo^ey nets of 61.
Golf Participants in B-T 26th Annual Tourney
Players
ross
andicap
0
S
Ed Bunker, WXIX (TV) Milwaukee
91
18
73
Leon Drew, WXIX (TV) Milwaukee
88
27
61
Ted Adams, Hollingbery, Chicago
93
24
69
Les Arries, CBS-TV Spot Sales
95
24
71
Ray Beindorf, CBS-TV Spot Sales
85
18
67
Chuck Pratt, NBC Chicago
98
30
68
Don Grasse. Tatham-Laird, Chicago
95
30
65
Jack McWeeny, Petry, Chicago
112
30
82
Frank Rolfes, Blair-TV
86
21
65
Robert Smith, CBS Chicago
101
30
71
Page 102 • April 15, 1957
tinction is drawn between fact and opinion.
Clair McCollough, Steinman Stations, and
Radio Pioneers president, presided over the
dinner, which included presentation of a
citation to Judge Justin Miller for his work
in seeking equal access for broadcast media
to court preceedings, and a posthumous
"Hall of Fame Award" to Maj. Edwin H.
Armstrong, inventor of fm, for his contribu-
tions to the broadcasting and communica-
tions industries.
Mr. McCollough observed that "after
Marconi, many Americans considered Major
Armstrong the biggest name in broadcast-
ing." The citation lauded "one of the world's
outstanding inventors in the field of trans-
mission and reception whose contributions
have been of immeasurable benefit to the
broadcasting and communications industries
and to mankind." The award was accepted
by his widow, Mrs. Edwin H. Armstrong.
Among honored guests were FCC Chairman
George C. McConnaughey and NARTB
President Harold E. Fellows.
Judge Miller was cited for his "unswerv-
ing devotion to the cause of freedom of
speech on the air, for his valiant fight for
access of radio microphones and television
cameras to the courts of America and other
legally constituted forums, and for his out-
standing services to the broadcasting in-
dustry."
Don Lindsey. WTVP (TV)
Decatur. 111.
78
6
72
Gene Bell, WTVP (TV)
Decatur. 111.
89
27
62
Ernie Dallier, KTVH (TV)
Wichita, Kan.
96
30
66
H. O. Peterson, KTVH (TV)
Wichita. Kan.
109
30
79
Grover Cobb. KVGB, Great Bend, Kan
90
18
72
Ed Bronson, NARTB Washington
102
30
72
Bill Young, Screen Gems. Chicago
90
21
69
Stan Torgerson, WMC Memphis
81
12
69
C. N. Layne. KID-TV Idaho Falls,
Idaho
98
30
68
Jim Miller, CKSO-TV Sudbury, Ont.
105
30
75
Wilf Woodill, CKSO-TV Sudbury. Ont. 95
24
71
Frank Fletcher, Washington
99
30
69
Robert E. Lee, FCC
99
30
69
Charles Brakefield. WREC-TV
Memphis
91
24
67
Bill Maillefert, Petry, New York
101
24
77
Hal Holman. Holman, Chicago
89
21
68
Gene Myers, CBS Radio Spot, Chicago 100
30
70
Bob Meskill, CBS Radio Spot, Chicago (53, 9
holes)
Irv Unger, Gill-Perna. Chicago
108
30
78
Truman A. Morris. WBEX-TV
Chillicothe. Ohio
89
21
68
Bill Shaw, H-R, Chicago
82
12
70
Andy Spheeris, WEMP Milwaukee
106
30
76
R. Wassenberg, KSFO San Francisco
100
30
70
Louis Lingner. WJJM Lewisburg,
Tenn.
86
15
71
Fred Veihmeyer, Lohnes & Culver,
Washington
89
24
65
Milt Gross, KOMU-TV Columbia. Mo.
106
30
76
J. Conwell. KOMU-TV Columbia. Mo.
108
30
78
Al Schroder, WMAQ Chicago
101
30
71
M. E. McMurray, Storer Broad-
casting, New York
79
9
70
Bob Riley. WMBD Peoria, 111.
82
15
67
Mark Schreiber, Mark Schreiber Adv.,
Denver
72
6
66
Ward Ingrim, Don Lee, Los Angeles
86
18
68
Ed Theobold. Venard, Rintoul &
McConnell, Chicago
79
12
67
Maury Long, B*T, Washington
80
12
68
Wage-Hour Law Discussed
Regarding Newsmen, DJs
ONE of the most troublesome wage-hour
questions — are newsmen and DJs profes-
sionals?— was discussed by Charles H.
Tower, NARTB manager, employer-em-
ploye relations department, at the NARTB
convention.
Mr. Tower emphasized that the question
of whether an employe is professional or
not depends not only on his salary, but
also on how much "non-exempted" work
he does. Under federal wage-hour law, the
professional classification goes to "creative"
people who earn $75 a week or more and
are not engaged in non-exempt activities
for more than 20% of their time. The
salary scale for this wage-hour class may
soon be raised to $100 per week, Mr. Tower
said.
Among other wage-hour questions, Mr.
Tower discussed the increasing use of bonus
plans, the "Belo" contract (for employes
working irregular hours), and the NARTB
campaign to have Congress exempt small
radio stations from the wage-hour law. He
also told broadcasters that the salary scale
for exempt employes is expected to go from
the present $55 for supervisors and $75 for
administrative employes, to $75 and $100.
respectively.
WINNERS of B«T's annual NARTB
golf tournament exchange congratula-
tions across a trophy. Merrill Lindsay
(1), WSOY Decatur, 111., won low net
with a 60 (84 gross, 24 handicap);
Mark Schreiber of Mark Schreiber
Adv., Denver, won low gross with a
par 72.
Dutch Lackey, WHOP Hopkinsville.
Ky. 87 24 63
Merrill Lindsay. WSOY Decatur, 111. 84 24 60
Hugh Boice, WEMP Milwaukee 94 30 64
Bert Martin, CBS Chicago 107 30 77
Leo A. McCabe, Fred Niles Produc-
tions. Chicago 84 18 66
Jack Burke. CBS Chicago (59. 9 holes)
Marshall Pengra, KLTV (TV) Tyler,
Tex. 79 18 61
Frank Blotter. ABC Chicago 96 30 66
Broadcasting • Telecasting
SCHREIBER, LINDSAY WIN AT B»T GOLF
REACHING UP
to reach out
KSLA-TV INCREASES COVERAGE
6 TIMES WITH NEW IDECO TOWER
Here's the story —
BEFORE: Beginning operation in Decem-
ber, 1953, KSLA-TV, Shreveport, La., was
equipped with a 265' tower and served a
population area of 1 77, 1 00.
AFTER: In November, 1955 the station
changed to full power operation with a new
1 195' IDECO guyed tower increasing popu-
lation coverage to 1,089,350.
• When KSLA-TV decided to "reach up
to reach out" they naturally turned their
tower problem over to Ideco.
Why? Because Ideco knows towers . . .
has been supplying stations with new and
expanded tower needs since broadcasting
began. Meeting many unusual require-
ments in location, loads and weather con-
ditions has given Ideco engineers a back-
ground in tower design and fabrication
unmatched in the industry.
It's little wonder Dresser-Ideco is re-
sponsible for more than half of the na-
tion's tallest TV towers and hundreds
more of usual heights.
So when you are ready to "reach up to
reach out" it's just good sense to call in
Dresser-Ideco, regardless of whether
your tower requirements are average . . .
unusual ... or spectacular.
For a practical talk about your tower,
write Dresser-Ideco or contact your near-
est RCA Broadcast Equipment repre -
sentative.
DRESSER-IDECO COMPANY
One of the Dresser Industries
DEPT. T-3, COLUMBUS 8, OHIO
Branch: 8909 S. Vermont Ave., Los Angeles 44, Calif.
DRESSER
IDECO
Tall or Short ... for TV, Microwave, AM, FM .
IDECO Tower "Know-How" Keeps You on the Air
Broadcasting • Telecastinc
April 15, 1957
Pase 103
J
ASSOCIATED ARTISTS Bugs Bunny and friend
GE Triple threat
SOMETHING FOR
IT MAY BE that more important exhibits were on display at last week's
NARTB convention than the 10 which grace these two pages. We ven-
ture that few will be more vivid in the recollections of delegates. On the
chance, however, that some may have stayed over-long in the business
sessions, or may have suffered temporary loss of focus, B«T records
some of the more interesting trimmings.
Granted, the delegates came for business — but if a well-turned ankle
JINGLE MILL Record changer
Page 104 • April 15, 1957
GOODMAN Most happy fella
RCA Decolletage
Broadcasting
Telecasting
NTA Tea and sympathy
THE BOYS
kept the customer a time longer within range of the
sales pitch, who's to say it was time lost? Let's
face it, a rack of transmitter gear can stand what
charm is reflected by a winsome model nearby.
B«T prides itself on comprehensive convention
coverage. As the cheesecake is a refreshing part
of the convention week, it rates reporting.
We sunn/,, ...... - \mr _
i
MGM-TV
vs'i
i I 5
i
i
*
PHILCO Gams before gadgets
Broadcasting • Telecasting
KIN TEL Demure demonstration
SCREEN GEMS The party's over
April 15, 1957 • Page 105
NARTB CONVENTION
9t
VIDEO BEST SALESMAN, SAYS TVB
111
2
2 2r ?
m 5>
V/ 1X1
5
2 O ^ ^
ft
m
'54!
ft
WHEN a "salesman" is needed to bridge the
void between manufacturer and customer,
television is the medium that should be
called in.
That was the gist of a presentation last
Wednesday by the Television Bureau of Ad-
vertising during the NARTB Chicago con-
vention. Norman (Pete) Cash, TvB presi-
dent, assisted by George Huntington, assist-
ant to the president and director of sales
development, and Bill Colvin, director of
station relations, told the television manage-
ment conference that the visual medium
should be the choice when compared to ra-
dio, magazines and newspapers.
A hypothetical example of a manufac-
turer interviewing each medium for a "sales-
man" opening was offered. Radio was ana-
lyzed first.
TvB said that in the last six years radio-
value to the advertiser had declined 46%
in value, while television had increased 73% .
Comparisons of television and radio audi-
ences from January 1952 to November 1956
were made to show how the visual medium
gradually became dominant in different pe-
riods of the day.
"Radio has fallen from evening highs of
over 12 million homes to present lows of
under 5 million," it was said. "Afternoon
[radio] has fallen four million.
"Television in the same period has in-
creased during the average minute of the
entire broadcast day by twice the number
of homes radio lost," TvB said. "Televi-
sion delivers over 9.75 million homes dur-
ing the average minute — over 24.5 million
homes during peak time."
TvB acknowledged that radio is cheap,
but charged that radio's "favorite custom-
ers" are older homes, the people who have
the least of most things and have small
families.
"Even though his [radio's] cost per thou-
sand sales calls is one of the lowest of na-
tional salesmen, his cost per thousand sales
is a different picture," it was claimed. "When
you talk cost per thousand you should al-
ways ask cost per thousand what?"
TvB termed radio as a salesman who has
a "fine voice" but does his job in the dark.
"That is, he doesn't actually go to the cus-
tomers; he just sends his voice as though
he called them on the phone," he said.
The presentation next analyzed how ads
magazines prepare "compete with your ads
for the reader's attention," TvB said, and
they sometimes actually forget to sell your
product as they concentrate on selling their
own."
TvB pointed to magazines' "strange
weather sense," e.g.. attempting to sell sun
lotions with part of the magazine circula-
tion in cold areas and the converse case of
trying to sell anti-freeze when many copies
reach milder climates.
A contrast of television to magazines was
offered. Tv delivers a personal sales mes-
sage while the magazine "simply shows a
picture of your product . . . shows a printed
page of text and asks . . . 'Please read about
my product.' "
It was noted that magazine space rates
had reached an all-time high while circu-
lation has gained only one-third in ten years.
Moving on to the next applicant for the
"salesman" job, newspapers, TvB said that
its cost per thousand to customers had in-
creased 20% in the past six years while
circulation has not increased correspond-
ingly.
The failure of newspapers to penetrate
suburban areas where an ever-increasing
number of the population resides was noted.
Thus, it was claimed, newspapers are not
reaching "the lawn-mowing, soap-using,
large-family, car-buying, cereal-eating, big-
buying families."
On the other hand, television makes
"completely obsolete yesterday's concept of
the metropolitan market," TvB declared.
Another point in the TvB presentation
was the penetration of tv's messages. Con-
ceding that newspaper circulation is nearly
55 million a day while there are 41 million
tv sets, TvB said that in terms of potential,
"our newspaper salesman is the better
man." However, TvB pointed out that
while 103 million people read newspapers
in the average day. 116 million watch tele-
vision the same average day — a 12% better
figure.
TvB referred to the 34 minutes spent
daily by the average person with newspa-
pers and the one hour and forty-five min-
utes daily spent watching television. Figures
thus indicate that the advertiser should keep
a three-to-one ratio for tv in allocating tele-
vision time and newspaper space, he said.
In summation, the TvB presentation
pointed out that television's delivered audi-
ence costs one-tenth that of newspapers,
one-fourth that of magazines, and is a few
cents more than radio — but with sight, plus
sound, plus motion.
As further proof of tv's impact, TvB
enumerated successful network advertisers
and the 4,399 different advertisers in TvB's
recent audit of spot advertisers [B»T, April
8].
AAP Plan Lets Stations In
On Popeye Merchandising Money
A NEW profit-sharing plan giving stations
part of the income from royalty payments
on Popeye character products was announced
Tuesday at the NARTB convention by Paul
L. Kwartin, merchandising director of As-
sociated Artists Productions.
Manufacturers of Popeye items originally
licensed by King Features have licensed
AAP to promote the merchandise in con-
nection with individual station program pro-
motion of the Popeye cartoon films. Stations
will share equally with AAP in profits from
such promotion items as shirts, records,
books, banks, Popeye spinach and other
products.
Participating stations devote a minimum
number of program promotion announce-
ments weekly to the plan. WPIX (TV) New
York will be the first station to start the
profit-sharing, Mr. Kwartin said. A similar
profit-sharing arrangement will soon be
started in conjunction with Warner cartoons.
Page 106 • April 15, 1957
Broadcasting • Telecasting
What Determines Gasoline Prices?
Many people may not realize the number of items involved
in the price of gasoline.
GASOLINE TAXES. A typical price of Standard Red
Crown Gasoline in mid-Michigan is 23 4/10 cents a gallon
excluding direct taxes. That's right! Only 23 4/10 cents!
Direct state and federal taxes on gasoline total 9 8/10 cents —
equal to 42 per cent of the price of the gasoline alone— bringing
t ie price to you to a total of 33 2/10 cents.
DEALER'S SHARE. The dealer, of course, knows that
quality for quality he must meet competition to attract and
hold business. At the same time, he must operate profitably
to keep himself in business. To do so, he is entitled to a fair
and reasonable mark-up, which is included in the 23 4/10
cents you actually pay for the gasoline itself. With this he
supports himself and his family, pays his taxes and his help,
pays for the many services he offers his customers. He makes
provision for all of these items in the few cents competition allows.
OUT OF OUR PORTION of the 23 4 10 cents you
actually pay for the gasoline itself, we find crude oil, transport
it, refine it and then deliver the gasoline to your independent
Standard Dealer. And money received from the sales of
products enables us to pay the wages and salaries of our more
than 51,000 employees, pay reasonable dividends to stock-
holders, and finance constant improvement in the quality of
our products. For example, gasoline octane increases of the
past 2 years added about 25 million dollars per year to our
continuing operating costs. General wage increases of slightly
over 4 per cent and 6 per cent in 1955 and 1956 increased our
costs about 28 million dollars annually. This total of about
53 million dollars over 1954 is a continuing annual cost, and
is expected to increase further during 1957.
Yet by almost any yardstick you apply, whatever necessity you
compare it with, gasoline is one of your best bargains today.
That goes for quality, it goes for service, and it goes for price.
WHAT MAKES A COMPANY A GOOD CITIZEN?
Well, one measure of citizenship is a company's frankness in discussing subjects
that are of importance to its customers. Certainly price is such a subject. And
we want you to know something about the many and complicated economic
factors that determine the price of gasoline.
Our average cost of drilling an oil well in 1953 was
about S80.000. Last year the average cost had risen
to about $106,000. Many individual wells are more
expensive, some costing upwards of $1 million.
Mere than 5 1 ,000 people earn their living at Standard
Oil. They, like you, have had to meet higher living
costs. And in the last 15 years, their wages and
benefits have increased, on the average, 170 per cent.
—Q Q Q
RED CROWN GASOLINE
PER GALLON. .23 4/lOtf
STATE GASOLINE TAX 6t
STATE SALES TAX 8/1 0{
FEDERAL GASOLINE TAX 3d
TOTAL COST PER GALLON. ... 33 2/1 0t
The taxes you pay on gasoline — equal to 42°} of the
cost of the gasoline itself — help to build and maintain
Michigan's expanding highway system. You pay
these direct taxes whenever you buy gasoline.
&
STAXDARD OIL COMPANY (Indiana)
Broadcasting • Telecasting
April 15, 1957 • Pa3e 107
up to 46% more
viewers per $
in KCRA TV
late movie
a few
participations
available in
THREE STAR THEATRE
KCRA.TV
STATION
"B"
more viewers
at a
lower cost
per 1,000
than the second
competing
late movie
avg. arb
13.2
• avg. arb share 59.4%
• first run movies
from 20th century-fox,
warner bros., Columbia
*ARB, Sacramento, February 1957
Ask Petry about the Highest Rated
NBC Station in the West.
KCRA* TV
CLEAR
SACRAMENTO, CALIFORNIA f
H Serving 28 Northern California
and Nevada Coonties
CHANNEL.
MARTB CONVENTION
NEEDED: AUTO ADVERTISING ETHICS
• NADA's Bell seeks radio-tv help in closing 'bazaars'
• Outler, Cobb, Webb, Hayes appear in radio session
BROADCASTERS were exhorted last week
to help auto dealers close the "oriental ba-
zaars" and ethically utilize the $60 million
placed annually in radio-tv by the dealers.
Speaking last Tuesday afternoon at the ra-
dio management session during the NARTB
convention Rear Adm. Frederick W. Bell,
executive vice president of the National
Automobile Dealers Assn., pointed to the
spectre of government regulation fostered
by bad advertising practices.
The radio management sessions also heard
John M. Outler Jr., WSB Atlanta and out-
going chairman of the NARTB Radio Board,
who reported on radio's vigorous growth
during the past year. Resumes of radio's year
in local, spot and network were given by
Grover C. Cobb, KVGB Great Bend, Kan.,
chairman of the NARTB Am Radio Com-
mittee; Larry Webb, managing director, Sta-
tion Representatives Assn., and Arthur Hull
Hayes, president of CBS Radio.
Adm. Bell lauded the radio broadcasters
on their standards of practice set up in 1948
and termed as particularly impressive the
emphasis put on "perpetuating the voice of
individual freedom."
"As you know," he said, "there is a move-
ment afoot to further inject the federal gov-
ernment into matters that I regard as purely
local in character.
"The men I represent are, like you, a
bulwark of individual free enterprise. They
resent, and I hope you resent, any tendency
toward a growing encroachment by govern-
ment to restrict freedom of people, freedom
of speech, freedom of the individual."
The NADA executive said that auto deal-
ers were removing themselves from some of
the "razzle-dazzle and latter-day Barnum
techniques" that had become identified with
automobile retailing in the post-war period.
"And may I suggest," he chided, "that
some of you have been all too willing accom-
plices in perpetuating techniques and prac-
tices for which none of us is proud."
Keep the Lunatics Apart
Saying, however, that only a minority in
his industry was responsible for such prac-
tices, Adm. Bell said "I cannot, therefore,
blame your lunatic fringe for keeping com-
pany with ours."
"But," he added, "I can and do urge the
vast majority of your industry to join with
the vast majority of mine in restoring public
confidence and trust and faith in both of our
industries in the manner in which we sell and
advertise a national necessity."
Adm. Bell specified particular types of
bad advertising such as indicating to the
public that new automobiles were available
on "you-name-it" down payments and terms,
distress merchandising that implied dealers
were overstocked or in need of cash.
"To all of this hoax some of you gave en-
thusiastic assistance," he said.
Mr. Outler reviewed the past year in radio
when the medium gained $35 million in net
Page 108 • April 15, 1957
time sales over 1955 to chalk up $486,899,-
000 in 1956. Outlining his radio stewardship
with NARTB, he pointed to the advances
that had been made in the membership drive,
the intensified relationship with state broad-
casting associations and progress made in
the effort to implement and vivify the radio
standards of practice.
As of March 22, Mr. Outler said, there
were 1,375 am members, 328 fm members
and the four networks.
A high point of the state association rela-
tionship was the formation of a "freedom
of information" committee in each, he said.
He also referred to Herbert Hoover's "red
lanterns back in the early twenties" when
the then-Secretary of Commerce warned
broadcasters at their first meeting that self
regulation was the only safeguard against
government intervention.
Still Valid Beacon
"It remains a valid beacon today," Mr.
Outler reminded. "Restrictive though some
of the rules and laws under which we live
may seem to be, radio broadcasting enjoys
a generous latitude of operation."
Many of the "so-called" restrictions were
prompted by the "cupidity and sharp prac-
tices of a broadcaster here and there," he
charged.
Mr. Outler lauded the entire NARTB and
the radio board and cited such accomplish-
ments as issuance of a revised political
catechism for broadcasters, the engineering
handbook, co-sponsorship with the Dept. of
Agriculture and the radio farm directors of
the first Farm Broadcasting Day, the associa-
tion efforts toward amending rules relating
to mechanical reproductions, and work of
the Washington staff in support of the con-
tention that small market stations be ex-
empted from overall provisions of the wage
and hour acts.
Mr. Cobb spoke of renewed programming
activity in radio, saying, "We no longer are
dusting off programs of the thirties and
forties, but are coming up with new con-
cepts and ideas." He said that radio had
reached a point where it no longer "flinched
at the word television."
Mr. Webb explained spot radio's flexibil-
ity for an ever-growing list of advertisers.
He said that spot radio in the first quarter
of 1957 was up 25% over the same period
in 1956. Total spot radio in 1957 should
exceed 1956 by $20 million, he added.
Mr. Webb presented case histories of suc-
cessful spot radio users. He stressed Chock-
Full-O-Nuts, which in nine months put its
new coffee brand third in sales in its markets
by use of spot radio.
The SRA head stated that spot radio
reaches the people who actually buy the
products. "We give the youngsters to tele-
vision," he added.
Mr. Hayes, final speaker on the panel,
emphasized three criteria for radio activity:
"Does the proposed activity render better
Broadcasting • Telecasting
Government
always shrinks
a dollar
The only way any government can get money
is by taking it from you in the form of taxes.
A government doesn't manufacture or mine or
farm, for profit. It has no way of earning money.
It can only tax.
Then government has to pay its own
employees before it gives the money back to
you — shrunken.
This simple truth is overlooked when any
group asks the federal government to finance
its pet project.
Yet there is a growing trend to ask the
government to finance all kinds of things— our
electric power, our schools— to subsidize
this group or that group. Even, among
extremists, to operate manufacturing plants.
But whenever the government finances
something for you, you pay for it— through taxes
—with your own dollar that has inevitably
been shrunk.
The standard of a nation's living has never
been raised by high taxation. It is raised
by increasing productivity— a management
contribution to society.
REPUBLIC STEEL
GENERAL OFFICES • CLEVELAND 1, OHIO
Broadcasting • Telecasting
April 15, 1957 • Page 109
NARTB CONVENTION
service to the public? Does it mean more
business? Will it get more audience?"
The CBS Radio president pointed out as-
sets of network radio as well as the intangi-
ble assets of good will, prestige and reputa-
tion. "Our greatest intangible asset," he
added, "is the audience, and our largest and
most loyal audiences listen to network radio
programming week in and week out."
Mr. Hayes said that radio was in 97%
of the American homes with IVi to 3 sets
per home and an average of 2V2 to 3 listen-
ing hours per day. "Because of this and be-
cause of the listener franchise," he said,
"we are able to deliver an audience for the
advertiser's message at a lower cost than
radio has been able to do in the past."
"Radio," Mr. Hayes concluded, "once
saw seven fat years. Then it saw what many
thought were seven lean ones. Now certain-
ly, it looks like seven — and more — fat ones
again."
The Tuesday sessions were opened by
John F. Meagher, NARTB vice president for
radio, who presented Herbert L. Krueger,
WTAG Worchester, Mass., co-chairman of
the convention committee.
LABOR ARBITRATOR'S VALUE CITED
VALUE of arbitration in solving collective
bargaining disputes was cited last Tuesday
to broadcasters at the annual NARTB labor
clinic in Chicago.
Principal speaker was Peter E. Seitz, ar-
bitrator and consultant, who formerly was
vice president for labor relations at Leib-
mann Breweries, general counsel of the
Federal Mediation and Conciliation Serv-
ice, director of industrial relations of the
Dept. of Defense and director of disputes of
the National War Labor Board.
Mr. Seitz emphasized methods for the
best use of arbitration, mediation and human
relations "gimmicks" in settling disputes.
He noted that the operational nature of
broadcasting makes some segments of radio-
tv particularly vulnerable to strikes. There-
fore, he said, it may be that when collective
bargaining fails, the only alternative to
capitulation is arbitration.
Union negotiators often will accept arbi-
tration in an eleventh-hour deadlock, Mr.
Seitz told the broadcasters. "Although there
are exceptions, they are usually as much in-
BOLLING TELLS IT WITH TELL
A WISTFUL sort of character has caught
the fancy of the Boiling Co., station rep-
resentative. Last week, with apple on his
head and an arrow through his temples,
the caricature made the rounds of the
NARTB convention in Chicago.
This is the same fellow — slightly bald,
a bit wide at the waist and sporting a
bow tie — that has appeared on Boiling
greeting card mailings to agency execu-
tives and others in the trade, marking
"Happy William Tell Day" and "Happy
Ground Hog Day" (in February).
But it's in Chicago that he really got
around — on matchcovers, ashtrays, but-
tons, coasters, napkins and matchcovers
— at nearby taverns, smoke shops, hotel
lobbies, the Boiling suite etc.
As part of its merchandising campaign
built around William Tell, Boiling cir-
culated reprints of a B*T ad (April 1)
that gives "the moral of this story": "a
low blow gets no dough. Aim higher
with us."
Boiling salesman left William Tell
matches and great numbers of the novel-
ty arrows with agency buyers through-
out the country.
ONE of the more provocative promotions during the convention was "arrow-through-
the-head" giveaways, part of a teaser promotion campaign by The Boiling Co.,
station representation firm. Delegates took away better than 4,000 of the trick
arrows, demonstrated by (left to right) Mort Barrett, Robert Boiling, John Boiling
(front), John D. Stebbens and Dick Swift, all of the Boiling firm.
terested in the profitability of your enter-
prise as you are," he said. "They may not
tell you so and they seem to behave as
though they are not, but remember they
are playing character roles just as you are."
Mr. Seitz added that union demands are
always pitched at levels above what might be
regarded as fair and attainable and that these
negotiators, too, "need a way out."
When arbitration is accepted as the proper
course, Mr. Seitz said, then the employer
should exert himself to negotiate the stand-
ards to be employed by the arbitrator.
"There is no Mosaic commandment that
says if you go into arbitration, you must
go with a wide-open case, trusting to the
unchanneled and unguided discretion of
the arbitrator," the clinic was told.
Mr. Seitz elaborated on the areas that
should be negotiated before the arbitrator
takes the case: (1) What rate increases in
fringe benefits should be measured against,
(2) rates and conditions in the community
and industry or in other branches of the
company, (3) should rates be geared to cost
of living and (4) the factor of how much
can be paid.
Once arbitration is decided upon, broad-
casters should as a matter of self-interest
accept the decisions of arbitrators with
good grace, Mr. Seitz said, citing long-range
effects that could come from negative reac-
tions of the broadcaster.
"Violent diatribes against the arbitrator
only tend to fortify the convictions that the
company is unreasonable and autocratic," he
said.
Don't expect the arbitrator to perform
feats of magic, Mr. Seitz cautioned. "A
good mediator's only equipment is a per-
sonality that is sensitive to the feelings and
thoughts of others, a reasonable amount of
intelligence, and a good deal of experience
in the subject matter and stuff of manage-
ment-union contracts."
Mr. Seitz warned that too much faith
should not be placed in human relations
"gimmicks," alluding to the research of so-
cial scientists in attempting to categorize the
behavior of the American employe. These
studies may have value, he said, "but most
of the human relations programs being sold
to industry are founded more on the in-
stincts of hard-sell salesmen who divise them
than upon the findings of researchers."
The labor clinic, conducted by Charles H.
Tower, manager of NARTB's employer-em-
ploye relations department, opened with a
presentation by James Hulbert, assistant to
the manager, employer-employe relations
department, and Harold Ross, NARTB labor
consultant.
Mr. Ross discussed a systematic approach
to wage bargaining, listing five criteria
which the broadcaster should establish in
preparing his position in response to pay
increase demands.
The five points: (1) wages paid by com-
parable stations, (2) wage trends in recent
broadcast negotiations, (3) cost of living
changes, (4) productivity changes and (5)
ability to pay.
Mr. Hulbert discussed the cost impact that
Page 110
April 15, 1957
Broadcasting
Telecasting
confronts stations when shorter work sched-
ules necessitate added personnel and dis-
proportionate overtime pay.
Three station executives — Gil Paltridge.
KROW Oakland, Calif.; Robert Runner-
strom WMBD Peoria, 111.; and William
Grant, KOA-AM-TV Denver — recited re-
cent case histories of their stations in union
negotiations.
Mr. Paltridge explained how Bay Area
stations banded together earlier this year to
successfully negotiate a new contract with
engineers there.
AMST WARNS AGAINST
'DRASTIC TV SHIFTS
• Wants TASO Results First
• Jennes Outlines Position
AN IMPLIED warning was sounded last
week by the Assn. of Maximum Service
Telecasters against making any "drastic"
changes in television allocations pending
completion of the research study underway
by Television Allocations Study Organiza-
tion. AMST's position was adopted at a
membership meeting in Chicago during the
NARTB convention.
The AMST viewpoint was expressed by
Ernest W. Jennes, Covington & Burling,
Washington, general counsel to the associa-
tion, in his report to the membership:
"Through TASO, the FCC is virtually com-
mitted to the. proposition that there should
be no drastic changes in allocations until
the facts are obtained." This means, Mr.
Jennes explained, no reduction in mileage
separations, no deletion of the table of al-
locations, no "degradation" of existing tv
station coverage.
At a television management conference
at the convention, Dr. George R. Town,
TASO executive director, estimated that the
organization would complete its studies in
about one year's time. TASO was organized
at the behest of FCC Chairman George C.
McConnaughey, and is sponsored bv
AMST, NARTB, Radio-Electronics-Tele-
vision Manufacturers Assn., Joint Council
on Educational Tv, and the Committee for
Competitive Television.
Referring to reports that the military
covets chs. 2-6 [B«T, April 1], Mr. Jennes
termed them "very real." He added: "We
promise those who wish to purloin the tv
channels that they are going to have a real
fight on their hands if they try seriously to
take them away. We do not believe this
threat is immediate. It is, however, very
real and we must all be vigilant. . . ."
He warned that if chs. 2-6 are withdrawn
from television service, "there is a very real
question whether the vhf service would
remain at all." Chs. 7-13 broadcasters can-
not "afford to breathe a sigh of relief be-
cause only chs. 2-6 are being suggested for
elimination," he added.
The FCC's announcement two weeks ago
that it was undertaking a study of alloca-
tions between 25 mc and 890 mc [B«T,
April 8] gives broadcasters an opportunity
to insist that the military be made to justify
that portion of the spectrum they now use,
Mr. Jennes suggested.
Mr. Jennes iterated the viewpoint that
Broadcasting • Telecasting
In case there's a small doubt in your mind
as to who's on first in mid-Ohio, it's
WBNS Radio. We have listeners who are
positive about their favorite station, and
they have $2,739,749,000 to spend. They
and Pulse place us first in any Monday-
thru-Friday quarter-hour, day or night.
Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
SYMBOL OF TELEVISION
SERVICE IN
! ALT EM ORE
MARYLAND
316,000 WATTS
Represented Nationally by
HARRINGTON. RlGHTER & PARSONS. INC
New York, Chicago, San Francisco
WAA
13
April 15, 1957 • Page 111
The
Champ
Is Still
Champ!
9
9
4 OF 5 TOP
NIGHT-TIME SHOWS
You say that's not enough?
Then how about 20 out of 35
top night-time shows? (Nov. '56,
A. R. B.)
CHAMP IN THE
DAY-TIME, TOO !
16 of top 25 week-day strips
. . . including Buckskin Bill,
whose top rating is a full 7
points above the No. 2 daytime
show. If you want a break-
down. . . .
8 OF 10 TOP
MORNING SHOWS
and 8 of the top 15 afternoon
shows, for a clean-sweep victory,
morning and afternoon.
6 WINNERS IN
NATIONAL CONTESTS
WAFB-TV is tops in merchandis-
ing, too. Four firsts, one second,
and one "top four" in these
shows; 1956-57 "Frank Leahy
Show" . . . "The Millionaire"
. . . "Screen Gems Programs"
. . . "Lucy Show" ... 1956 Bill-
board Promotion . . . 1955-56
"Frank Leahy Show" ... six
more reasons for you to sell
more in Baton Rouge on WAFB-
TV.
9
WAFB-TV
CBS
AtC
First in TV
in Baton Rouge
R«ps: Blair TV Assoc
NARTB CONVENTION
not only must present vhf mileage separa-
tions be maintained, but that uhf must be
considered an integral part of television.
Although the FCC has suggested that the
allocations problem might be solved by
moving all television, or a large geograph-
ical area, to uhf, Mr. Jennes repeated the
AM ST position that no action be taken
until the TASO findings are in.
More than 100 stations were represented
at the AMST meeting. Representatives also
heard reports from Jack Harris, KPRC-TV
Houston, president of AMST; Lester W.
Lindow, executive director and Howard
Head, A. D. Ring & Co., Washington, con-
sulting engineers.
Mr. Harris called for organizational sup-
port. "If we do not maintain this organiza-
tion and strengthen it and devote to its
good purposes the financing it requires, we
stand in jeopardy as broadcasers and we
sacrifice to a great degree the interests of
those respected publics which we serve."
He reported 115 members, with a goal of
200 eligible stations. He informed the mem-
bers that 80% of AMST's funds are being
devoted to its engineering fact-finding study.
AMST's board was increased from 15
to 20. Re-elected were Mr. Harris as presi-
dent; Charles H. Crutchfield, WBTV (TV)
Charlotte, first vice president; Don Davis,
KMBC-TV Kansas City, as second vice
president; Harold Gross, WJIM-TV Lansing,
Mich., secretary-treasurer, and the follow-
ing incumbent board members: Ken Carter,
WAAM (TV) Baltimore; C. Howard Lane,
KOIN-TV Portland, Ore.; John H. DeWitt
Jr., WSM-TV Nashville; Harold Hough,
WBAP-TV Fort Worth; P. A. Sugg, Gay-
lord stations; Robert D. Swezey, WDSU-TV
New Orleans; David M. Baltimore, WBRE-
TV Wilkes-Barre, Pa.; Harold Stuart,
KVOO-TV Tulsa; J. Joseph Bernard, WGR-
TV Buffalo; Payson Hall, Meredith stations;
John S. Hayes, WTOP-TV Washington.
New board members elected were Mr.
Lindow; Ward Quaal, WGN-TV Chicago;
Carter M. Parham, WDEF-TV Chattanooga;
Lawrence H. Rogers II, WSAZ-TV Charles-
ton, W. Va., and Joseph E. Baudino, West-
inghouse Broadcasting Co.
Town Extends Hope TASO Work
May Be Largely Done in Year
HOPE that "a major portion" of the work
of the Television Allocations Study Or-
ganization will be completed within a year
was held out to the NARTB convention
last week by Dr. George R. Town, TASO
executive director.
TASO was set up at the request of FCC
by five tv and tv-related associations to
make a comprehensive study of engineering
factors affecting television allocations. It
commenced work the first of this year.
Speaking at the convention's tv manage-
ment conference Tuesday afternoon (stories,
page 00), Dr. Town pointed out that TASO's
five basic panels have been formed and now
are at work, consisting of 131 engineers
from 67 organizations serving as members,
alternates or observers.
He emphasized TASO's awareness that
FCC ( 1 ) needs comprehensive and accurate
engineering information on which to base
ABBREVIATIONS
EACH of two major speakers lost two
years out of American history in
NARTB convention presentations last
week. President Harold E. Fellows
opened his Wednesday luncheon talk
with the disclosure that "anyone in this
audience who is 35 years old shares a
common birth-year with the American
system of broadcasting." Mr. Fellows
ignored two months of 1920 broad-
casting, starting with the Nov. 2 Hard-
ing-Cox election returns on KDKA
Pittsburgh, and a full year of regularly
scheduled broadcasts by a number of
stations in 1921.
Arch N. Booth, executive vice pres-
ident of the U. S. Chamber of Com-
merce, made this comment at his
Thursday luncheon speech, "Today we
have more than 169 million people in
America. Twenty years from now —
by 1975 ... we will have 228 million."
Official Census Bureau population es-
timates passed the 170 million mark
last winter, and it's only 18 years
until 1975.
tv allocations decisions, and (2) needs it
at the earliest possible date.
Dr. Town pointed out that Panels 1
(transmitting equipment) and 2 (receiving
equipment) are confronted with the task
not only of determining predictable per-
formance of current uhf and vhf trans-
mitting and receiving equipment, but of
predicting the performance which may rea-
sonably be expected of such equipment
five or ten years from now.
Among the Panel 3 (field tests) and
Panel 4 (propagation) problems, he re-
ported, is that of determining how field
strength can be measured consistently, re-
liably and economically, and then of how
such measurements are related to the quality
of the picture viewed on a receiver. Panel 5
(analysis and theory) has the assignment
of analyzing information obtained by the
other panels and fitting the data into a
consistent overall pattern that will permit
the establishment of propagation curves
and standards of acceptable service in uhf
and vhf.
Dr. Town felt it "significant" that groups
representing such diversified, and to some
extent divergent, interests as those engaged
in the TASO project were willing to work
together toward solution of the allocations
problem.
TASO is sponsored by the Assn. of Maxi-
mum Service Telecasters, the Committee for
Competitive Television, the Joint Council
of Educational Television, the NARTB,
and the Radio-Electronics-Television Mfrs.
Assn. Members of its panels represent man-
ufacturers, networks, stations, engineering
consultants, educational institutions, and
government agencies. The companies for
which they work pay the expense of operat-
ing the panels, while the five sponsoring
organizations underwrite the administrative
expenses of TASO.
Page 112 • April 15, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
April 15, 1957 • Page 113
NARTB CONVENTION
AMPEX SHOWS VTRs, DEMONSTRATES CLAIMS
BROADCASTERS got their first collective
look at Ampex video tape recorders in dem-
onstrations under field conditions at the
NARTB convention last week.
Ampex described the showings, conducted
in cooperation with ABC-TV, as loosening
the "noose" around perennial DST prob-
lems, utilizing three VTRs in the Chicago
Daily News Bldg.
Ten prototype models have been in use
at major networks the past five months,
utilized in varying patterns and for different
purposes. Ampex hopes to deliver its first
production unit by November and deliver
a 100-plus VTR backlog by May-June 1957
[B»T, April 1].
Representatives of networks, affiliates and
independent operators saw three recorders
(VR-1000) in action — one for closed circuit
recording and nearly instantaneous play-
back, a second picking up programs from
ABC's o&o WBKB (TV) Chicago and a
third for playback to point up interchange-
ability of tapes. Companion monitors in a
separate studio were set up to demonstrate
company claims.
NARTB delegates saw first-hand how an
Ampex unit can record studio or actual pro-
grams and reproduce them within a rela-
tively short span of seconds. They witnessed
interchangeability of tapes among three units
and observed the relative ease-of-handling
in connection with threading and dubbing,
much as with audio tape.
Interchangeability took four tacks:
(1) Plain recording and playback.
(2) Playback, followed by processing of
a tape copy, played on a second unit.
(3) New sound track developed from the
original tape (separation of audio for re-
broadcast) on one VTR emerging on an-
other.
(4) Emergence of a tape from an initial
machine on still another model.
Quality of definition at the demonstra-
tions, held April 7-10 from 6 to 10 p.m.,
was uniformly impressive, illustrating the
superiority of video tape over film and, par-
ticularly, kinescopes.
Demonstrations also seemed to buttress
Ampex claims it has refined the original
prototype model shown at last year's
NARTB convention to the extent of alle-
viating "wobble" and other defects.
Confidence that VTRs will move once
production bottlenecks are licked and tape
manufacturers turn out product with which
they are satisfied was expressed Monday by
Howard A. Chinn, chief engineer, audio-
video division, CBS-TV engineering dept.,
in a paper during the NARTB engineering
conference. And when more VTRs become
available, he added, there will be more tech-
niques possible with them.
Right now, he asserted, sources of supply
are a problem, "to put it mildly," but manu-
facturers are working on difficulties.
Ampex has reorganized to accommodate
expected heavy business, creating a new pro-
fessional products division for production
and sales of equipment for broadcasting and
professional recording industries effective
May 1. The division will service broadcast-
ing stations, recording studios and tape dup-
lication centers, marketing VTRs (and in-
cluding, eventually, color models), time de-
lay systems, high-speed duplication systems,
studio recorders, portable recorder and mon-
itor-amplifier-speakers. Ampex hopes to
break out with a color model within 18
months [At Deadline, April 8.]
Consumer activity in high fidelity and
other products will be centered in a newly-
formed subsidiary, Ampex Audio Inc.
McNaughten to Spearhead
Ampex Videotape Activities
NEAL K. McNAUGHTEN, for the past
four years manager of market planning for
RCA's commercial electronics division and
previously NARTB engineering director, has
been appointed manager of Ampex Corp.'s
newly-formed Professional Products Div.,
spearheading the company's video tape re-
corder and other commercial tape recording
activities.
The announcement was made Tuesday
during the NARTB convention by Philip L.
Gundy, vice president and audio division
manager of Ampex Corp. He said selection
of Mr. McNaughten reflected the company's
decision to "concentrate heavily in the tele-
vision, radio and professional recording in-
dustry. Mr. McNaughten assumes his new
duties at Ampex's offices in Redwood City,
Calif., on May 1, 1957.
Mr. McNaughten will direct development,
NEAL McNAUGHTEN (r), recently
named manager of the professional
products division, Ampex Corp.. dis-
cusses features of the Ampex Video-
tape Recorder with Phil Gundy, man-
ager of Ampex's audio division.
marketing and engineering of all commercial
tape recording products, as well as lead the
direct-to-consumer selling program planned
by the new division [At Deadline, April 8].
Quality Names Sales Committee
To Make Presentations in Fall
SALES and promotion committee has been
appointed to prepare a selling presentation
for Quality Radio Group for the fall season.
The committee was appointed by Ward L.
Quaal, vice president and general manager
of WGN-AM-TV Chicago and president
and chairman of Quality, after a presenta-
tion by Scott McLean, eastern sales man-
ager of Crosley Broadcasting Corp. The
committee will include Mr. McLean; Ben
Berentson, eastern sales manager of WGN-
AM, and John deRussy, WCAU Philadel-
phia. Representatives of some 17 Quality
stations held a breakfast meeting Monday
during the NARTB convention.
On the basis of Mr. McLean's report and
personal contacts, Mr. Quaal reported en-
couraging sponsor interest in terms of QRG
programming and audience-advertiser ac-
ceptance. The plan now is to equip 22 Qual-
ity station members with sales tools and urge
them to sell advertisers on the basis of their
individual and group operations. Clients will
be offered programs on a minimum 10-
station lineup.
Quality Radio Group, comprising several
50 kw 1-A and 1-B outlets on clear channels,
plus regionals, has been "semi-dormant" in
recent months, but expects to obtain support
from advertisers interested in attractive au-
dience, programming and coverage advan-
tages. The organization has been operating
without benefit of a paid director during an
acknowledged transition period.
Officers attending the meeting in the Con-
rad Hilton Hotel Monday included Mr.
Quaal; W. H. Summerville, WWL New Or-
leans, vice president, and William D. Wag-
ner, WOC Davenport, Iowa, secretary-
treasurer.
Society of Tv Pioneers
Organized at Convention
THE Society of Television Pioneers, con-
ceived solely for "fraternal and gastronomi-
cal" purposes, was formally launched last
Monday during the Chicago NARTB con-
vention.
W. D. (Dub) Rogers Jr., president of
Texas Telecasting and chairman of the
organizing committee [B«T, March 25], pre-
sided over the session that drew a capacity
crowd of nearly 300.
For the present, Mr. Rogers said, mem-
bership will be limited to those in tv prior
to the allocations thaw of 1952. Active mem-
berships will be restricted to station and
network executives. Associated memberships
will be for allied organizations, such as
NARTB and the Television Bureau of Ad-
vertising.
A motion was unanimously carried that
the organization committee be named en
toto as the temporary board. The members,
in addition, to Mr. Rogers, are Campbell
Arnoux, WTAR-TV Norfolk, Va.; George
M. Burbach, KSD-TV St. Louis; John E.
Page 114 • April 15, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
April 15, 1957 • Page 115
WAY OUT
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ARB: 8 out of TOP 12
-February 195 7
HUMTINGTOM-CHARLESTOM, W. VA.
XV.S.Q. SflOTOlI
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Fetzer, WKZO-TV Kalamazoo, Mich.;
Glenn Marshall, WMBR-TV Jacksonville,
Fla.; Clair R. McCollough, WGAL-TV Lan-
caster, Pa.; Richard H. Rawls, KPHO-TV
Phoenix; Clyde W. Rembert, KRLD-TV
Dallas; P. A. Sugg, WKY-TV Oklahoma
City, and Harold Hough, WBAP-TV Fort
Worth.
Novik Sees Fm Success
Irs Strong Programming
FM BROADCASTERS can build their
audiences and business by strong program-
ming, NARTB delegates were told Monday
afternoon at a special fm panel meeting in
Chicago.
M. S. Novik, consultant and part owner
of WOV New York, predicted fm stations
will be successful "except where they merely
want to make a fast buck." Mr. Novik spoke
from the floor during a panel-delegate dis-
cussion, with Edward A. Wheeler, WEAW-
FM as moderator. Mr. Wheeler is chairman
of the NARTB Fm Radio Committee.
George J. Volger, KWPC-FM Musca-
tine, Iowa, said fm stations "are finding
levels of interest and reasons for being on
the air in different areas." Replying to sug-
gestions that low-cost fm sets were harm-
ful to the medium, he said in some markets
the fm stations carry sports. Listeners thus
hear programs they often can't get any-
where else. This stimulates a desire for better
sets for quality reception of fm musical
programs, he contended.
Gardiner G. Greene, head of Browning
Labs, which makes background music
equipment, said the company is develop-
ing a device to make any tv set an fm-band
receiver [Closed Circuit, April 8]. The
gadget is attached between the lead-in and
the antenna connection, he said, and prob-
ably will sell for around $20 each at the
factory on the basis of a 10,000-20,000 run.
Much attention was devoted to the tech-
nical problems confronting multiplexing.
Sam Gersh, WFMF (FM) Chicago, said
several manufacturers have good multi-
plexing gear but conceded the transmitting
antenna system "was vulnerable."
Frank Silvernail, BBDO timebuyer, said
the agency has given up on fm except for
Rural Radio Network, in New York state,
because so many stations duplicate pro-
gramming. He said the agency has found
the average person doesn't know whether
he is listening to am or fm.
Ray Stone, timebuyer of Maxon Inc.,
suggested fm information be coordinated and
brought together. He felt national advertisers
and agencies don't want to use fm on the
basis of the information they have at hand.
FCC Comr. Robert T. Bartley, at one
time fm director of the old NAB, said, "Fm
is like a cat with nine lives." He added,
"It's a pleasure to tune an fm dial in Wash-
ington." He anticipated a hearing on the
25-to-890 mc portion of the spectrum within
the next 30 or 40 days.
E. K. Hartenbower, KCMO-FM Kansas
City, said 24% of radio homes, or 74,000,
have fm in the area. He explained "56,000
use them but the rest don't know they
have fm in their sets." NARTB's research
committee, of which he is chairman, is
trying to get an fm question in the 1960
census, he said.
Raymond S. Green, WFLN (FM) Phila-
delphia, noting the increase in fm station
applications, posed this rhetorical question,
"Why are they applying for these chan-
nels?" He noted a 38% fm radio-home satu-
ration in the city, with 80% of sets used
regularly.
Harold I. Tanner, WLDM (FM) Detroit,
said Philco is interested in fm auto re-
ceivers. He told of reports that Motorola
is designing an fm auto set for Lincoln-
Mercury. Leonard Ashbach, Majestic In-
ternational, told of the growing sales of
foreign sets. Ben Strouse, WWDC-FM Wash-
ington, cited a Pulse survey showing 41%
of Washington homes with fm, two-thirds
of which are used in a week.
Chairman Wheeler, whose WEAW and
WEAW-FM have separate rates, said P.
Lorillard has just bought a contract, insist-
ing on getting fm with the order.
Tv Management Told
Organization Basics
THE basic principles — and the importance
— of sound organization planning and di-
rection engaged telecasters at a panel session
of the NARTB convention's tv management
conference last Tuesday.
John S. Hayes, president of the broad-
cast division of Washington Post & Times
Herald (W T O P - A M - T V Washintgon,
WMBR-AM-TV Jacksonville. Fla), and
Lawrence H. (Bud) Rogers II. vice presi-
dent and general manager of WSAZ-AM-TV
Huntington, W. Va., joined two experts
from outside fields — Samuel L. H. Burk of
the National Assn. of Mfrs. and Donald R.
Booz of Jewel Tea Co. — in outlining objec-
tives and methods in setting up an organi-
zational chain of command.
Mr. Burk, NAM's director of industrial
relations, spelled out these basic principles:
1. Knowledge of people, their abilities
and weaknesses, and assigning them accord-
ingly.
2. Coordination: Proper coordination is
based on authority. People resent being
"bossed," but most of them "seek leader-
ship." which should serve as the avenue for
exercising authority. Discipline can be im-
posed through rewards and sanctions, but the
most effective discipline comes through "pre-
cept and example."
3. Grading: Setting up different levels of
authority and responsibility so that work
may be delegated efficiently and top manage-
ment freed for top-level problems and policy
decisions.
4. Specialization: Although there is a
danger in over-specialization, people enjoy
— and should be assigned to — jobs calling
on their highest capacities.
5. Staff services: They should be planned
so that specialized functions are performed
by specialists in that field, while functions
common to different operations may be
handled by a common staff."
Mr. Booz, asked to cite symptoms of a
poorly run organization, said one of the
first is a smaller return on investment than is
Page 116 • April 15, 1957
Broadcasting • Telecasting
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Page 118 • April 15, 1957
being realized in the rest of the industry.
Others: too much time spent in committee
meetings, too frequent crises requiring man-
agement attention, and excessive internal
friction or dissention. Moreover, he said,
when management's expectations are not
met, the cause is either that the expectations
were too high or that proper organization is
lacking.
Mr. Burk emphasized that proper organi-
zation planning and direction not only are
essential for large companies but also should
be started early by smaller firms so that a
good framework will be established for
future growth.
Mr. Hayes presented the organization
chart for WTOP-AM-TV's 200-man staff.
It showed separate sales managers, program
directors, promotion directors and technical
operations managers reporting to the respec-
tive radio and tv vice presidents, but with a
director of news and public affairs, a direc-
tor of general services and a chief engineer
serving both radio and television and report-
ing directly to the vice president for WTOP-
AM-TV.
Mr. Rogers explained the chart showing
the line of command and responsibility in
WSAZ-AM-TV's 125-man operation, where
there are four principal heads under the
manager: engineering and administration,
fiscal, programming, and commercial. Mr.
Rogers stressed the necessity of making the
best possible use of the personnel available,
and the impracticality of getting people to
fit into a pre-drawn chart. For instance, he
said, the vice president for engineering at
WSAZ-TV is the No. 2 man in the station
and as such is in administrative charge of
operations, while the music director doubles
in personnel, and the assistant general man-
ager is actually the commercial manager.
In answer to a question from the floor,
Mr. Hayes and Mr. Rogers — whose sta-
tions in both cases are newspaper-owned
—agreed that stations owned by newspapers
should operate not only separately but in
competition with the paper.
Charles H. Tower, NARTB manager of
employer-employe relations, conducted this
phase of the session. Kenneth L. Carter of
WAAM (TV) Baltimore, co-chairman of
the convention committee, presided over the
tv management conference, which included
reports on NARTB code affairs and on the
Television Allocations Study Organization
(see stories page 111 and 112) in addition
to organization planning and direction.
SG's Cohn Sees Danger In Too Many Tv Movies
Conrad Hilton Hotel. He asserted stations
should strive for creativity in film usage, in-
cluding areas of packaging and selectivity
and warned executives not to shrug off film
potentialities in the light of tremendous in-
vestments. He said 30-minute films tend to-
ward "mediocrity" today and questioned
why "the more provocative half hour shows
are so often live." Mr. Pack suggested it
might be the result of a better "brand of
writing."
Mr. Rifkin claimed "a majority of broad-
casters have leaned over backward to co-
operate with film distributors" and have co-
operated fully with producers. He empha-
sized importance of solving mutual problems
so both industries can work toward common
ends. Today's tv producer maintains an elab-
orate network of sales personnel and is anx-
ious to find the sponsors who are receptive
to films. "You can't make a good program
cheap nor make a cheap program good," he
observed.
DANGER of the "pendulum swinging too
far" toward feature film fare and the pros-
pect of reaching "the point of no return" in
tv station programming within the next half
dozen years were posed before NARTB
delegates in a television film session last
Monday.
Ralph Cohn, vice president and general
manager of Screen Gems Inc., raised these
possibilities while suggesting "the answer
to better syndicated film programming is a
better market for them." He urged expan-
sion of the tv market on the basis of more
and better time in "peak viewing periods."
Screen Gems has a stake in both feature and
syndicated films, he noted.
Citing present one- and two-station mar-
kets, Mr. Cohn asserted the "full comple-
ment of feature film programming, syndi-
cated half hours and network shows" is
limited to a "handful of five or more station
markets."
Mr. Cohn appeared on a tv film panel ses-
sion which included Harold P. See, KRON-
TV San Francisco and chairman of NARTB
Television Film Committee; Campbell Ar-
noux, WTAR-TV Norfolk, Va., and chair-
man of NARTB Television Board; Richard
M. Pack, vice president of programming,
Westinghouse Broadcasting Co., and Mau-
rice J. Rifkin, vice president in charge of
sales, Ziv Television Programs Inc.
Mr. Arnoux stressed "intelligent utiliza-
tion" of film as a means of "the care and
feeding of contented sponsors and the de-
velopment and maintenance of satisfied tele-
vision audiences." He noted 1956 tv film
sales volume hit an estimated $100 million,
with approximately 20,000 syndicated epi-
sodes available.
Tv audiences are more interested in pro-
gram quality than in the live vs. film issue,
Mr. Pack told a capacity audience in the
Tv Movies Will Lessen
Pay Tv's Role: Skouras
PAY TV's future won't be as "lucrative"
now as it would have been before motion
picture companies started releasing then-
backlogs of feature film to free television,
Spyros P. Skouras, president of 20th Cen-
tury-Fox Film Corp., said last week.
Answering questions at an informal break-
fast reception given during the NARTB con-
vention by NTA Film Network — in which
20th Century-Fox owns 50% interest — Mr.
Skouras also said he thought motion pictures
as well as free tv would suffer from pay
television.
In answer to another question he said
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Broadcasting • Telecasting
April 15, 1957 • Page 119
NARTB CONVENTION
it would be a "great disaster if motion pic-
tures or television absorbed each other,"
both, he said, "offer great possibilities and
service to the public and should be independ-
ent of each other."
He ducked a question as to the probable
effect of the government's anti-trust suit
charging Loew's Inc. with block-booking
MGM feature films to television stations
[B*T, April 1, 8]. When Robert D. Swezey
of WDSU-TV New Orleans, who was put-
ting the questions as "quizmaster" for the
occasion, suggested that a possible result
might be a consent decree and that the case
might have "a salutary effect for everyone,"
Mr. Skouras laughed: "you said it — I
didn't."
Earlier, he had offered this bit of advice:
"never come to grips with Uncle Sam on
any basis."
Paying tribute to NTA officials for
"wholehearted cooperation and integrity" in
the negotiations in which NTA acquired
20th Century-Fox films for distribution to
television. Mr. Skouras said his company
will make its entire physical, financial and
creative resources available to tv provided
there is a demand.
He said 20th Century-Fox can supply at
least 20 new shows a year for the NTA
Film Network and also can make available
one or two feature films a week for "many
years to come."
"We have 350 pre- 1948 pictures available
and after we come to an agreement with the
various guilds on the post- 1948 films, we
will be able to have a permanent supply
available." he asserted.
He thought the "perfect time lapse" before
motion pictures ar3 released to television is
"between four and five years." He denied
that motion pictures are "old," pointing out
that "at most, only about 15% of the popu-
lation see a film in theatrical release." Five
years after playing the movie houses, he
continued, less than 10% of that audience
remain, so that tv "can draw upon 90%
of the population when it schedules a so-
called old film."
Ely A. Landau, NTA Film Network presi-
dent, and Oliver A. Unger, executive vice
president, were hosts at the breakfast, with
guests including Mr. Swezey; Dick Moore,
KTTV (TV) Los Angeles: E. K. Jett,
WMAR-TV Baltimore; Robert B. McCon-
nell, WISH-TV Indianapolis; Sidney L.
Cohen, KUTV (TV) Salt Lake City; Ted
Webber, WGN-TV Chicago; Al Larson and
Frank Fogarty of the Meredith Tv Stations;
Steve Kockritz of Storer Broadcasting; John
Scheuer, WFIL-TV Philadelphia; Julian
Kaufman, XETV (TV) Tijuana, and NTA
Film Network executives.
Harwood to APBE Presidency;
McAndrews, Brown Get Posts
NEW officers and industry board members
were elected by Assn. for Professional
Broadcasting Education at meetings in Chi-
cago last week, with Dr. Kenneth Harwood,
U. of Southern California, assuming the
presidency.
Other officers named were Robert J. Mc-
Andrews, KBIG Avalon, Calif., vice presi-
dent, and Richard M. Brown, KPOJ Port-
land. Ore., secretary-treasurer. Elected to
the 10-man industry-educator board of
APBE were Ward L. Quaal. WGN Inc., Chi-
cago, and Mr. Brown.
APBE membership and directors dis-
cussed current organization programs, in-
cluding industry-educator activities and the
MOST violations of the NARTB Television
Code are made by a few stations.
This finding, based on a year of monitor-
ing, was laid before the tv management con-
ference at the NARTB convention last Tues-
day by G. Richard Shafto of WIS-TV
Columbia, S. C, retiring chairman of the
Code Review Board.
He said monitoring of 41 stations in 13
major markets, from sign-on to sign-off for
a full week in each case, showed that in all
of the locally originated advertising "90%
of the violations were found on only one-
fourth of the stations."
Mr. Shafto offered this breakdown of
findings from the more than 4,500 hours
of monitoring the 41 stations:
"Of more than 8,000 commercial pro-
grams, only 271 exceeded the code's ad-
vertising time allowances.
"Fourteen of the 41 monitored stations
carried a total of 101 program-length com-
mercials.
"Of nearly 10,000 station breaks moni-
tored, only 30 exceeded the code's provision
of two spots plus the sponsored 10-second
ID.
"And, with regard to multiple spotting
within program formats, in the 8,000 moni-
tored programs only 69 violations were
noted."
From the positive standpoint of code
compliance, he pointed out that 33 of the
41 stations carried no multiple-spotting;
31 carried fewer than 10 programs that ex-
ceeded code advertising time allowances dur-
ing the entire monitored week, and three
stations carried more than half of the 101
commercial-length programs noted.
"These figures," Mr. Shafto asserted
"effectively refute charges that commercial
excesses are rampant in major markets.
They do prove that commercial excesses are
rampant on a few stations in major mar-
kets."
While the figures related to compliance
or non-compliance with commercial provi-
sions of the code, Mr. Shafto pointed out
that it was in the area of advertising, rather
than programming, that virtually all viola-
tions were detected.
According to frequency of occurrence,
he said, the violations most often reported in
commercial analyses based on monitoring
are (1) commercials exceeding code limits
in length; (2) program-length commercials;
(3) multiple spotting, and (4) poor taste.
He said monitoring indicates there is
"very little" tv advertising involving mis-
representation or fraud, but warned that
new Journal of Broadcasting, second issue
of which was distributed during last week's
NARTB convention. The magazine is pub-
lished under APBE auspices and has drawn
favorable industry-educator comment, ac-
cording to Fred H. Garrigus, NARTB man-
ager of organizational services, who serves
as coordinator.
"any is too much, and when we [Code Re-
view Board] do encounter such commercials
we pursue the matter vigorously."
One of the board's most difficult de-
cisions. Mr. Shafto pointed out, is in drawing
the line between "poor" and "good" taste —
a "highly subjective" question that is influ-
enced by a viewer's "age, sex, religion, ed-
ucation, income, occupation, family environ-
ment, where he was raised and where he
now lives, to name just a few factors."
However, he said, as a direct result of a
campaign waged by the code board, the
showing of beer and wine being drunk "has
all but disappeared from tv," and instances
of beer or wine ads being carried immedi-
ately adjacent to children's programming
are "rare, and often are the result of 'make-
goods.' "
Most questions regarding "poor taste,"
he continued, "stem from commercials for
personal products: deodorants, depilatories,
laxatives, drugs or medications for intimately
personal body functions or distresses."
He emphasized that while the code staff
welcomes inquiries regarding code applica-
tion, its views are given "in an advisory
capacity only," and that although some code
provisions are inflexible (as in the time
standards table of allowances), "most prob-
lems still require decision and judgment by
station management."
He said some stations had "resigned" for
failure to meet code requirements but that
memberships have more than kept pace with
resignations, although "we are not out of
the woods by any means."
"We had a brief meeting yesterday morn-
ing and considered staff reports regarding
some stations who appear to be operating
substantially inconsistent with the code's
advertising provisions." he asserted. "Con-
structive action looking toward full com-
pliance was taken in each instance."
Code subscribers currently number 303
of the nation's 475 tv stations, plus all three
tv networks.
Mr. Shafto regarded monitoring as the
"most significant single development" dur-
ing his tenure with the Code Review Board.
In the past year, he pointed out, 56 code
stations in 18 major markets have been
monitored, each for a full week, and 32 of
these stations have been monitored twice.
In addition there have been three-day moni-
toring surveys which provide an analysis
based on 30 to 40 hours of a station's pro-
gramming and advertising.
"Altogether," he reported, "the Code Re-
view Board staff has provided monitoring
TV CODE CULPRITS FEW— SHAFTO
• Retiring Tv Code Review Board chairman makes report
• Main import: Violations concentrated among few stations
Page 120 • April 15, 1957
Broadcasting • Telecasting
Allen TC n n n e r ' s
RULES OF GOOD BEHAVIOR*
FOR
BROADCAST NEGOTIATORS
1.
Your function is to emphasize agreement. You will do this by resolv-
in O" niffprpnrp's
'11— 1 1 1 ] i 'v 1 1 , lv .
2
i nn r C Y^f^C ill TTirfn^c chnn n rsf^ nr>n^ct-\7 inn r>o f ipnrp
x VJUL DUt^lul \ 11 cUCo Z>11ULIXU UL IiUllCoLy clllU. DtlllCllLC.
0.
Nothing is worth selling that isn't worth buying.
4.
You are dealing with the most sensitive business enterprises in the world.
Part of your obligation is to see to it that they are in respectable hands.
5.
A man who owns and operates a business develops a natural affection
for it. Remember that when he sells, he is separating himself from a
way of life as well as an enterprise. He wants to do this with dignity
and in a friendly fashion.
6.
Every buyer with whom you do business may in time become a seller.
He will judge your abilities by your consideration of his interests.
7.
You will spend more dollars than you make on some transactions. But
this is a short-time loss; or rather, a long-term investment in good will.
8.
The man who deals in millions is no taller than the man who deals in
thousands. Give to each a full measure of service.
9.
Learn the meaning of the term "business confidence". You will hear
much more when you are not talking.
10.
"A good name is more to be desired than riches."
^Reprinted from a memorandum by Allen Kander to his executive staff.
ALLEN KANDER AND COMPANY
Washington New York Chicago
Broadcasting • Telecasting
April 15, 1957 * Page 121
NARTB CONVENTION
PROGRAMS & PROMOTIONS
WSBT-TV South Bend's new version
of station ID slides is a special weather
panel utilized on a near-saturation basis
and including promotion messages
aired about 125 times during an aver-
age week. The panel shows fluctua-
tions in wind speed and direction as
well as current temperature and a
vidicon camera is trained on it
throughout the day. The panel is lo-
cated in WSBT-AM-TV Broadcast
Center communications room and is
reportedly an effective program pro-
motion device.
reports to more than 100 stations and to
all three networks based upon more than
17,000 hours of viewing during the past
year."
Monitoring, Mr. Shafto said, clearly re-
futed the popular notion that feature films
are interrupted far too frequently for com-
mercials. A special study of 397 participat-
ing feature film shows, involving 32 sta-
tions in 12 cities, "showed that stations are
well within the code's commercial provi-
sions— as a matter of fact the average time
is just about half the permissible length of
total advertising."
But, he added: "We have yet before us
the challenge of integrating commercials
into feature films in a manner less offensive
to viewers."
Among code highlights of the past year,
aside from monitoring, he listed the accept-
ance of the 16 members of the Alliance of
Television Film Producers as affiliate sub-
scribers to the code. This, he hoped, was
"assurance of eventual adoption by the en-
tire television film industry of the NARTB
Television Code."
Overall, he felt "we have made much
progress in the past 12 months toward
demonstrating to the Congress, to interested
government agencies, to the advertising in-
dustry, yes, and to ourselves, that the . . .
code is not a whitewash, a decoy or make-
shift Maginot Line. I really believe that
we have succeeded in convincing many of
these people that the television code is a
permanent and vital part of our industry,
conceived and administered to set before
the broadcaster and advertiser guideposts
to better programming and more effective
advertising."
The alternative to self-regulation, he cau-
tioned, is regulation from outside — and, he
pointed out, Congress has demonstrated
that it "is ever capable of thrusting upon
the FCC more specific and/or more en-
compassing powers of regulation, whether
the seven present commissioners so recom-
mend or no."
Mr. Shafto was introduced by Edward
H. Bronson, NARTB director of television
code affairs, who paid tribute to his "pa-
tient and untiring efforts" in behalf of the
code. Mr. Shafto will be succeeded by Wil-
liam B. Quarton, WMT-TV Cedar Rapids,
Iowa, as chairman, Code Review Board.
WRCA-AM-TV to Spend Year
Telling Story of N.Y. Police
WRCA-AM-TV New York has launched
a year-long project in cooperation with the
New York Police Dept., under which the
stations will broadcast programs designed to
give residents of New York an insight into
the work, problems and goals of the police.
Titled New York Police Report, the proj-
ect is the third of the stations' "Impact Pub-
lic Service" features, which previously had
explored the activities of the Fire Dept. and
the Dept. of Sanitation in New York. The
stations plan to broadcast at least three doc-
umentary programs on radio and television;
will cover police news regularly by its mobile
unit; will carry "Do You Know the Law?"
segments on various local programs, and will
send station personalities to visit schools in
the New York metropolitan area to discuss
the safety and the laws of the community.
WRCA has scheduled for this week a two-
hour long program (10:30 p.m. -12:30 a.m.)
on a date still undecided to present officials
of the police department and other city
agencies, describing the problems facing the
city and steps taken to solve them.
April Fool on Radio Listeners
FOUR Baltimore stations— WCBM, WFBR,
WITH and WBAL — cooperated on April
Fool's Day to confuse their listening audi-
ences. A personality from each of the sta-
tions was placed on one of the other stations.
For example, WFBR's Walt Teas was sched-
uled on WCBM, WITH's Buddy Deane on
WFBR, WBAL's Frank Hennessy on WITH
and WCBM's Jack Wells on WBAL. The
individual personalities publicized the fact
that the stations were cooperating in the
stunt and plugged each other's shows, along
with the stations and their frequencies.
WTOP Washington's Mark Evans gave
his fifth annual April Fool's Breakfast for
150 residents who were celebrating their
April 1 birthday. Mr. Evans, whose birthday
is also on April Fool's Day, conducted his
5:40-7:30 a.m. show from the party. He
points out that he thinks the early morning
party helps April Fool birthday people be
better prepared to meet the jests of their
friends and neighbors during the day.
KYW Cleveland, Ohio, got into the April
Fool's Day act when it invited its listeners
to "have a laugh on us" and call a special
number. When they called the number, they
were greeted with Spike Jones' "Laughing
Record." This was followed by the station's
suggestion that "For fun all day long, get
the happy habit. Dial 1100 for KYW."
WICS(TV)'s 'It's Worth Your Life'
VIEWERS watching It's Worth Your Life,
a new series presented by Sangamon Coun-
ty Medical Society on WICS (TV) Spring-
field, 111., are being invited to phone in que-
ries on topics discussed each week during
the program. Station reports good audience
response to the show, which features a panel
of local specialists and general practitioners,
with G. B. Gordon, WICS news editor, as
moderator. Among subjects slated for ex-
ploration are abdominal pain, skin diseases,
ears and hearing, mental health, prenatal
care, allergies, genito-urinary diseases and
fractures and accidents.
WMGM Mails 'Baseball Kit'
IN connection with the opening of the major
league baseball season this week, WMGM
New York — which broadcasts all Brooklyn
Dodger baseball games — has sent a "Dodger
Baseball Kit" to agency executives in the
New York area and to trade and consumer
press editors. The kit contains a miniature
baseball bat, a pencil in the shape of a bat
and various baseball record books. The
games on WMGM are sponsored by F & M
Schaefer Brewing Co., and American Tobac-
co Co., both through BBDO, New York.
Professional Man's Radio Habits
THE professional man — who is among the
high-income segment of the community —
listens to radio regularly, reports the Radio
Advertising Bureau. Last week RAB distrib-
uted a brochure on the professional man's
Gates Radio Company, quincy, Illinois, u.s.a.
OFFICES IN
*NEW YORK, WASHINGTON, ATLANTA, HOUSTON, and LOS ANGELES
Page 122 • April 15, 1957
Broadcasting • Telecasting
radio Listening habits to stations, networks,
representatives and other bureau members.
RAB found that more than half of the
professional men tune in to radio five or
more days each week and that the "over-
whelming majority"" of this particular audi-
ence prefers newscasts and popular music
programs.
The booklet presents findings of a six-city
audience survey made for RAB by The
Pulse Inc. Also detailed are when and where
the professional segment Listens, what it
listens to, how much it listens and set
ownership.
Plans for Annual 'Farmerama'
Announced by WGN-AM-TV
PLANS for the first annual "Tarmerama"
soil conservation event, to be co-managed by
WGN-AM-TV Chicago and featuring closed
circuit tv demonstrations, were announced
last fortnight.
The project, including 1957 Illinois plow-
ing matches, will be held in McHenry
County late in August or early in September
under sponsorship of the Assn. of Illinois
Soil Conservation districts. WGN-AM-TY
wiLL co-stage the event with a non-profit
organization to be set up.
Television will be featured at the outdoor
farm event, bringing the show to visitors on
big screen tv receivers, according to Norman
Kraeft, WGN farm service supervisor. De-
velopments by U. S. Dept. of Agriculture
will be shown.
WNBC-TV Salutes Connecticut
WNBC-TV Hartford, Conn., has launched
a new feature, "Salute to Connecticut
Towns," on which a different community
within the station's coverage area will be
promoted each week. Throughout the day
and evening of the week assigned to a
town, photos of the town's personalities and
landmarks will be carried on WNBC-TV
station breaks, along with explanatory copy.
It is estimated that about 200 mentions of
the community will be made during a one-
week period.
PERIPATETIC PROMOTION
A RECIPROCAL SERVICE of cross-
plugging by WD? Philadelphia and
WFBR Baltimore is snagging motorist
listeners going and coming. Inaugu-
rated last month, the promotion spots
are heard between four and five in
the afternoon, seven days a week, on
the theory that this is when most
drivers, including salesmen, start re-
turn trips. A typical plug from the
Baltimore end of the Line: "Here's a
special message to motorists who are
driving north. When you begin to lose
WFBR's signal, we suggest you turn
your dial to 610 and hear the wonder-
ful programs of WIP in Philadelphia.
WIP's shows are much like those of
WFBR, and I am sure you will enjoy
them." WIP. during the Bob Menefee
Heading Home show, counters with
similar messages for south-bound
traffic.
AFRICAN SAFARI
TIMEBUYERS in New York. Chi-
cago and Los Angeles have been in-
vited by KYA San Francisco to enter
the station's Great White Hunter com-
petition by filling out a form with
name, agency and accounts for which
he or she buys radio time. Entries
will be placed in a drum and on June
24. in the lobby of New York's Wal-
dorf-Astoria, the winning number will
be drawn, entitling the winner to a
two-week, all-expense paid vacation
for two in Africa, including a safari.
All entrants received "authentic an-
tique pith helmets." Returns from
invited timebuvers are running near
90^. KYA reports.
Pabst Offers Frank Edwards' Book
PABST Brewing Co. is offering radio lis-
teners a copy of Commentator Frank Ed-
wards' book. My First 10.000 Sponsors,
for sending in five handles from Pabst 6-Can
Paks. The offer is open to listeners of Mr.
Edwards' newscast on WLS Chicago and
WEEK Peoria, Mon.-Fri., 10 p.m. "More
and more midwesterners are turning to this
newsman's unusual spare-nobody, spare-
nothing story and a cool glass of beer for
mental stimulation and relaxation." Pabst
reports in announcing its offer.
WINS Steps Up Travel Service
WINS New York has stepped up travel
programming service for listeners with a
half hour Saturday show, six five-minute
Sunday travel segments and daily travel
news, all in effect since March 3 1 . The three
programs, written by Jack Wiersma, presi-
dent of the American Tourist Bureau, are
Going Places, WINS Vacation Specials and
WINS Travel News.
KING Gives Citizens Free Rides
KING Seattle is offering free rides on the
local transit's "Dime Shuttle" every Friday
for an indefinite period. The fare boxes are
covered and signs have been posted around
the city's central business district to let
people know that the station is paying for
all riders who wish to use the shuttle bus.
WITH Congratulated By Rival
WHEN WITH Baltimore started officially
operating its Trans-Lux news sign, WFBR
(reportedly WITH's foremost competitor for
ratings) bought one week's advertising on the
sign. The message, which said "From our
house to your house — Congratulations —
WFBR — Dial 1300," ran 12 times per day.
Durocher Show Precedes Games
LEO DUROCHER, one of the three an-
nouncers for NBC-TV's Major League Base-
ball series, also will be featured in a pre-
game show, Leo Durocher s Warmup, Tom
S. Gallery. NBC sports director, reported
last week. Except for April 6 and 13. when
it will be 15 minutes long, the program will
be a 10-minute show preceding Saturday
Tv games.
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Broadcasting • Telecasting
April 15, 1957 • Page 123
THE PEOPLE'S CHOICE
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INTERNATIONAL
CANADA OUTLETS' '55 NET: $6 MILLION
INDEPENDENT Canadian radio and tv
stations collectively made a profit of over
$6 million in 1955, the Royal Commission
on Broadcasting stated in its 518-page re-
port. This is the first time a collective pic-
ture of radio-tv station earnings has been
made public. Since 1956 was an even bet-
ter general business year in Canada, it is
felt stations did as well if not better then.
Not all stations made a profit, however.
The report shows that of 144 radio stations
reporting their financial status, 1 1 1 made a
net profit of $6,753,000. A loss of $363,000
was reported by 33 radio stations. Of 14
tv stations reporting, nine made profits of
$552,000 while five lost $351,000.
In radio station operation, the total in-
dustry profit of $6,390,000 was just over
20% of their gross sales of $33,300,000. In
tv, net sales amounted to $6,041,000 and net
profit of $201,000 was 3.32% of sales.
Sales breakdown showed that in tv
$1,328,000 was from network programs,
$3,369,000 from national advertisers and
$1,803,000 from local advertisers.
Station Categories
In radio, 22 stations with a gross revenue
of less than $100,000 a year made a profit,
while 25 lost money. In the category be-
tween $100,000 and $200,000 a total of 34
made a profit, 7 lost money. In the $200,-
000-$300,000 grouping, 18 stations made
a profit, one lost money. There were 1 1 sta-
tions profitably operating with a gross of
between $300,000 and $400,000; 10 stations
in the $400,000 to $500,000 group; seven
made a profit in the $500,000 to $750,000
gross revenue class; six in the group be-
tween $750,000 and $1 million; and three
in the group with over $1 million gross an-
nual revenue.
Individual station profit analysis showed
one station with a net income of over $600,-
000, six stations with net profit between
$200,000 and $600,000; and 30 stations
with profits between $50,000 and $200,000.
The commission report showed that only
100 of the 144 radio stations spent money
on artists and other talent fees, and this
amounted to $1,790,000, of which $937,-
000 was billed to sponsors. This averaged
$18,000 a year for the 100 stations, with
the stations paying an average of $8,600 a
year, and led the commission to recommend
that stations spend more on building up lo-
cal or other live talent shows.
In television, 12 of the 14 stations report-
ing showed expenditures on talent of $220,-
000 of which sponsors paid $106,000, aver-
aging about $9,500 per station for their own
talent expenditures.
In radio, station operating profits ranged
from a low of 1.21% of net sales to 53.71%
by one station and 52.67% by another. The
low profit was made by a station in the
less- than -$ 100,000 -a- year gross revenue
group, the other two by stations in the
higher gross revenue groups.
The profit breakdown also included fig-
ures on network radio stations. Of the 111
stations making a profit, 74 were affiliated
with Canadian Broadcasting Corp. net-
works; 20 stations affiliated with the Trans-
Canada Network showed a net income of
25.78% before taxes; 40 stations affiliated
with the Dominion Network showed
21.29% net income before taxes; and 14
French-language network stations showed
16.25% net income. The 37 non-network
stations making a profit averaged 25.49%
on gross sales of $14,800,000. The 74 net-
work stations had a gross of $18,400,000.
Toronto Stations to Appear
In Court on Lord's Day Counts
FIRST appearance in Toronto court of
CKEY Toronto, the Toronto radio and tv
stations of the Canadian Broadcasting Corp.
and the city's three daily newspapers — all
charged with gathering and disseminating
news on Sundays in violation of the Ca-
nadian Lord's Day Act — have been ad-
journed to this Wednesday, when a definite
date for trial is to be set.
Meanwhile CBC has appeared before the
Ontario Supreme Court at Toronto on a
motion that, as a crown corporation, it
cannot be charged. Hearings on this motion
are to start at Toronto tomorrow (Tuesday).
Prime Minister Louis St. Laurent com-
mented at Ottawa that claims crown cor-
porations are above the law are on the way
out, and that such corporations are liable
for prosecution under the laws of the land.
CBC asked for a Supreme Court ruling
because it is not specifically named under
the Lord's Day Act, passed some 50 years
ago.
840,000 Tv Sets Registered
In West Germany, West Berlin
TOTAL registered television sets in West
Germany and West Berlin may have reached
840,000 by the first of this month, accord-
ing to an informed estimate. Unregistered,
illegally operated sets are figured at 25%
of the total registered, bringing the current
estimated total to one million. Viewers
are estimated at four to a set.
On March 1 the West German-West
Page 124 • April 15, 1957
Broadcasting • Telecasting
INTERNATIONAL
Berlin total stood at 789,887 registered sets.
Sales during March exceeded 45,000.
Bavarian Radio, one of the two West Ger-
man organizations broadcasting commer-
cial programs, serves an estimated 88,000
sets, including both registered and unregis-
tered. Radio Free Berlin, the other Western
commercial outlet, reaches about 45,000,
registered and unregistered. Assigned cov-
erage area for Radio Free Berlin encom-
passes only western sectors of the city.
Christian Group to Build
100 Kw Am in Philippines
THE overseas radio activities of the Na-
tional Council of Churches of Christ will
be stepped up over the coming year with
the construction of a 100 kw radio station
to be built at Dumaguete City in the Philip-
pine Archipelago.
In essence, the new station will represent
a ten-fold power step-up of station DSYR,
presently located at Dumaguete and oper-
ated by the NCCC.
The Philippine operations will be the
second powerful radio station the council
will erect this year. The first, announced
March 10, is to be located in the Near East,
possibly in Lebanon, and will cover the
entire Arabic-speaking world. Its cost is
estimated to be $250,000, while that of the
Philippine station-transmitter will run to
$100,000. The two operations will give the
voice of Christianity audiences stretching
from Africa through all of Asia.
Canadian Parliament Debate
Rages Over Letters About CBC
NOT FOR OVER a year has the Canadian
Broadcasting Corp. been the subject of such
hot debate before the Canadian Parliament
as during the first week of April.
The debates started with the opposition
parties' charges that Prime Minister Louis
St. Laurent admonished the CBC by letters
about commentary opinions broadcast by a
' /"I
3
"Someday I'll be a personality on
KRIZ Phoenix— meanwhile I just
work here for prestige."
Winnipeg university professor. The premier
claimed he had written to CBC Chairman
A. D. Dunton as a private citizen, but re-
fused to produce the letters.
From this start other cabinet members
were asked about interference and commu-
nications with the CBC regarding programs
and expenditures. Under special attack was
Dr. J. J. McCann, Minister of Revenue, who
has jurisdiction over CBC. He claimed his
communications with the CBC were re-
quired since the organization came under
his jurisdiction. He admitted admonishing
the CBC for its high rate of spending and
employment of too many people, and said
he had discussed programs with Mr. Dun-
ton and CBC General Manager Al Ouimet.
Ontario Premier Leslie Frost, in letters
to Mr. Dunton, charged CBC acted as a
propaganda machine for the Liberal gov-
ernment at Ottawa, favoring it in newscasts.
Mr. Dunton replied that CBC followed gen-
eral reporting principles on developments
of news and interest value. Mr. Dunton
suggested an enquiry at which an experi-
enced newsman would sit as chairman, with
a representative of the Ontario Premier and
the CBC, to examine news programs.
Low-Power Transmitters Readied
For Canadian Civil Defense Use
CANADIAN CIVIL DEFENSE officials
are currently working on the development
of a new type of low-power mobile radio-
transmitter which can be used to direct
metropolitan populations in the event of a
nuclear attack. Because of Canada's scat-
tered urban populations, with considerable
distance between cities except in the Great
Lakes area, Canadian officials do not feel
that the Conelrad system is practical in
Canada where there are few groupings of
high-power stations to use in an emergency.
The mobile system now under study in
Canada would ring a metropolitan area with
a number of such low-power mobile trans-
mitters, each beamed to an area of the
metropolitan region, and each emitting a
signal too weak to be used by attacking air-
craft or missiles for homing purposes.
It is hoped to have the first mobile trans-
mitter ready for testing this fall, and if suc-
cessful, to build nine more such transmitters
for testing in such a metropolitan area as
Toronto.
Luxembourg Adds Transmitters
RADIO LUXEMBOURG, one of the few
commercial radio stations on the European
continent, has strengthened its English-lan-
guage broadcasts with two new 100 kw
transmitters. A vast British audience is
claimed for the programs which run five
hours daily on 1439 kc. The new trans-
mitters, replacing the 150 kw apparatus for-
merly used, are located at the point highest
above average terrain in the country and
have directional antennas. The station now
is planning to add the old transmitter to
provide a three-transmitter setup for broad-
casts to Britain.
ONE OF THE
FIRST 100 MARKETS
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Broadcasting • Telecasting
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April 15, 1957
Detroit
CBS Radio-Network
• Page 125
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(National Music Week)
May 5-12, 1957
"RADIO'S ACTIVE ROLE"
(National Radio Week)
May 5-11, 1957
"EVERYBODY REMEMBERS MOM"
} (Mother's Day)
May 12, 1957
"THE JAMESTOWN STORY"
(350th Anniversary)
May 13, 1607
"THE LONE EAGLE"
(Lindbergh — 33 hours to Paris)
May 20-21, 1927
BROADCAST MUSIC, INC.
/589 FIFTH AVE., NEW YORK 17, N.Y.
HEW YORK • CHICAGO •■HOLLYWOOD • TORONTO • MONTREAL
THE 3vIETR.OFOLITA.lsr VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS W«-/lf^<"MBS
AWARDS
Safety Council Awards Go to NBC, 155 Stations
NBC RADIO and NBC-TV, along with 117
radio and 38 television stations, were among
recipients of the National Safety Council's
1956 Public Interest awards announced last
Tuesday.
Forty advertisers and the Armed Forces
Radio & Tv Service, Los Angeles (for net-
work radio), also were cited for the non-
competitive awards to public information
media for "exceptional service to safety."
Radio-tv-advertiser winners will be eligible
for the Alfred P. Sloan Radio-Tv Awards
for Highway Safety, to be judged and an-
nounced within the next few weeks.
In reviewing the 1956 Public Interest
award entries, Ned H. Dearborn, council
president, noted "the tremendous contribu-
tion of mass communication media to the
safety movement. We are proud to honor
the outstanding leadership represented by
these awards."
The council also honored 28 daily and 13
weekly newspapers, 13 general circulation
and 33 specialized magazines, 23 outdoor
and two transportation advertising compa-
nies and three transit systems.
Serving as judges were Fred Garrigus,
manager of organizational services, NARTB;
Robert R. Burton, vice president, Needham,
Louis & Brorby Inc.; Wesley I. Nunn, ad-
vertising manager, Standard Oil Co. (of In-
diana); George A. Bradenburg, Chicago
editor, Editor & Publisher; Hugh Curtis,
editor, Better Homes & Gardens; Norman
Damon, vice president, Automotive Safety
Foundation; Dr. Kenneth E. Olson, dean
of Medill School of Journalism, Northwest-
ern U., and Larry Wolters, radio-tv editor,
Chicago Tribune.
Aside from NBC Radio, NBC-TV and
Armed Forces Radio & Tv Service, other
winners were:
RADIO STATIONS
CFCN Calgary, Alta.; CFPL London, Ont.;
CKLG North Vancouver, B. C; KAKE Wichita;
KBIZ Ottumwa, Iowa; KBOL Boulder, Colo.;
KCOW Alliance, Neb.; KDPS Des Moines; KELO
Sioux Falls, S. D.; KEX Portland, Ore.; KFAB
Omaha; KFBI and KFH Wichita; KFRE Fresno,
Calif.; KIMO Independence, Mo.
KIST Santa Barbara, Calif.; KITE San Antonio;
KLMO Longmont, Colo.; KLMS Lincoln, Neb.;
KLON Long Beach, Calif.; KLOV Loveland,
Colo.; KLRS Mountain Grove, Mo.; KMMJ Grand
Island, Neb.; KMON Great Falls, Mont.; KNUZ
Houston; KOA Denver; KOIN Portland, Ore.;
KRNT Des Moines; KSDS San Diego; KSEL Lub-
bock, Tex.
KSLH St. Louis; KSOO Sioux Falls, S. D.;
KSTN Stockton, Calif.; KTOK Oklahoma City;
KTRI Sioux City; KVLC Little Rock; KYA San
Francisco; KYW Cleveland; WALE Fall River,
Mass.; WAMS Wilmington, Del.; WARK Hagers-
town, Md.; WASA Havre de Grace, Md.; WAVE
Louisville; WAVZ New Haven, Conn.; WBAL
Baltimore; WBHB Fitzgerald, Ga.
WBIZ Eau Claire, Wis.; WBML Macon, Ga.;
WBOE Cleveland; WBOK New Orleans; WBOW
Terre Haute, Ind.; WCAE Pittsburgh; WCEN Mt.
Pleasant, Mich.; WCKR Miami; WCKY Cincin-
nati; WCLR Camp Lejeune, N. C; WCNTJ Crest-
view, Fla.; WCPM Cumberland, Ky.; WDBO Or-
lando, Fla.; WDLP Panama City, Fla.; WDRC
Hartford.
WDSU New Orleans; WEAR Pensacola, Fla.;
WEBC Duluth, Minn.; WENE Endicott, N. Y.;
WERE Cleveland; WESB Bradford, Pa.; WFBE
Flint, Mich.; WFIN Findlay, Ohio; WFLO Farm-
Page 126 • April 15, 1957
ville, Va.; WGAR Cleveland; WGBS Miami;
WHDH Bosotn; WHK Cleveland; WIBC Indian-
apolis, WING Dayton.
WINS New York; WIPC Lake Wales, Fla.;
WJAN Spartanburg, S. C; WJBW New Orleans;.
WKAR East Lansing, Mich.; WKJG Fort Wayne,
Ind.; WKLK Cloquet, Minn.; WKMH Dearborn,
Mich.; WKMI Kalamazoo, Mich.; WLSV Wells-
ville, N. Y.; WLW Cincinnati; WMIE Miami;
WMIK Middlesboro, Ky.; WMTX Mt. Vernon, I1L;
WMRN Marion, Ohio; WMSC Columbia, S. C.
WNOE New Orleans; WNYC New York; WOWL
Florence, Ala.; WOWO Fort Wayne, Ind.; WPEP
Taunton, Mass.; WPFB Middletown, Ohio; WPRO
Providence; WQAM Miami; WQUA Moline, 111.;
WRFC Athens, Ga.; WRFD Worthington, Ohio;
WRUF Gainesville, Fla.; WRVA Richmond.
WSAY Rochester, N. Y.; WSB Atlanta; WSJS
Winston-Salem; WSMB New Orleans; WTIC
Hartford; WTPS New Orleans; WTTM Trenton,
N. J.; WVCG Coral Gables, Fla.; WWDC Wash-
ington; WWJ Detroit; WWL New Orleans;
WWVA Wheeling.
TELEVISION STATIONS
CFPL-TV London, Ont.; KABC-TV Los An-
geles; KCEN-TV Waco, Tex.; KCMO-TV Kansas
City; KDUB-TV Lubbock, Tex.; KELO-TV Sioux
Falls, S. D., and satellite KDLO-TV Florence;
KEPR-TV Pasco, Wash.; KETA Norman, Okla.;
KHOL-TV Holdredge, Neb.; KMTV Omaha;
KOA-TV Denver; KOLN-TV Lincoln, Neb.
KOVR Stockton, Calif.; KPIX San Francisco;
KRNT-TV Des Moines; KTRK Houston; KTVO
Ottumwa, Iowa; KTVT Salt Lake City; KVTV
Sioux City; WBZ-TV Boston; WCIA Champaign,
111.; WCKT Miami; WCPO-TV Cincinnati; WFBC-
TV Greenville, S. C; WFMY-TV Greensboro,
N. C.
WISN-TV Milwaukee; WKJG-TV Fort Wayne.
Ind.; WLW-TV Cincinnati; WNBC West Hart-
ford, Conn.; WPRO-TV Providence; WREX-TV
Rockford, 111.; WROC-TV Rochester, N. Y.;
WSAU-TV Wausau, Wis.; WSJS-TV Winston-
Salem; WSYR-TV Syracuse, N. Y.; WTTW Chi-
cago; WTVJ Miami; WWJ-TV Detroit.
'Saturday Review' Awards
Honor 9 Radio, Tv Programs
CITATIONS for programming in the public
interest to nine television and radio pro-
grams are being announced today (Monday)
by the Saturday Review in its April 20th
issue. Programs cited for "distinguished
achievement" by the 1957 awards committee
are:
Omnibus and Disneyland, ABC-TV; The
Metropolitan Opera, ABC Radio: See It
Now, Playhouse 90, and At Year's End,
CBS-TV and Kraft Television Theatre, Hall-
mark Hall of Fame and NBC Opera, NBC-
TV. Jack Gould, television and. radio
critic of the New York Times was voted a
special citation "for critical journalism of the
highest order."
CBS-TV Receives Polk Award
AN AWARD for "outstanding television
reporting" was presented to CBS at the
ninth annual George Polk Memorial Awards
luncheon April 3 in New York. Sig Mickel-
son, CBS vice president in charge of news
and public affairs, received the plaque for
the network. His presentation, which was
the only tv award in the group, was made
to the network for World in Crisis, a special
Broadcasting • Telecasting
Who'll tell them the truth-//" you wont?
Behind the Iron Curtain, Europe's cap-
tive people are groomed for Communism
from the cradle. But even this relentless
indoctrination cannot kill their will for
freedom.
Today in satellite Europe, youth is
turning against Communism . . . and
this is the group on whom the Reds
counted heavily for blind support. With
the aid of truth from Radio Free Europe
and Free Europe Press, these young
people are determined to win back their
Support Radio Free Europe and Free Europe Press
with Truth Dollars to CRUSADE for FREEDOM
c/o your local postmaster
freedom. Their refusal to knuckle under
has never been stronger!
Recent events have battered Red
prestige throughout the world, upset
their timetable of enslavement, exposed
the Communists for what they really
are — a brutal occupation power.
But this is no time to ease up. The
need for truth from the free world has
never been greater . . . and truth is the
one thing the Iron Curtain can't keep
out. Keep it coming!
Broadcasting • Telecasting
April 15, 1957 e Page 127
YOU can depend on CAMERA MART
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NEUMADE FILM RACK, model RK-1000
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al Columbus Circle next to.
j Ntj&Voflti new Coliseum-
Page 128 • April 15, 1957
AWARDS
hour-long report on developments in Middle
Europe and the Middle East, telecast last
November. Report was narrated by Howard
K. Smith, CBS news chief European corre-
spondent. Polk awards are made annually
by Long Island U. Dept. of Journalism in
memory of George Polk, CBS newsman
slain in Greece in 1948 while covering rebel
activities there.
BFA Cites Westinghouse Bcstg.
WESTINGHOUSE Broadcasting Co. was
cited Friday at a special New York luncheon
by the Broadcasting Foundation of Ameri-
ca "in recognition of its vision, its imagina-
tion, its leadership and its dedication to the
welfare of the broadcasting industry and
of our country in sponsoring the Boston
Conference on Local Public Service Pro-
gramming." Receiving the special citation
was WBC President Donald H. McGannon.
Also on hand were Seymour N. Siegel.
WNYC New York executive director; and
the BBC's Barrie Thorne and Oliver J.
Whitley.
Manischewitz Awards Announced
NAMES of winners in the second annual
disc jockey contest for the best treatment
of radio commercials on Manischewitz wines
were announced last week by Emil Mogul
Co., which conducted the contest for its
client, Manischewitz Wine Co., New York.
Top award winners: Roger Stuart,
WHUM Reading, Pa., "the most original
treatment"; Emmett A. Lampkin, WPAL
Charleston, S. C, "best-selling delivery," and
Norm Tulin, WORL Boston, "most person-
able presentation." Top winners will receive
a framed scroll and a Longines-Wittnauer
McKinley watch.
LA AW Offering 'Lulu' Awards
LOS ANGELES Advertising Women, in its
annual achievement awards competition, is
offering awards for radio and tv commer-
cials, copy, layout, advertising illustration,
research, direct mail, business films, pub-
licity and public relations, sales promotion
and merchandising.
Competition honors Frances Holmes, first
woman to open an advertising agency in
America (in Los Angeles in 1909) and is
open to all women employed in advertising
in the 11 western states, British Columbia
and Hawaii. The awards, golden "Lulus",
will be presented May 5 at a luncheon at
the Beverly Hilton Hotel, Beverly Hills.
Grey Announces Contest Theme
GREY ADV., New York, has announced
that the 1957 theme for the company's
Annual Collegiate Award will be "How Can
Advertising Serve America?" The Grey
Trophy and $125 in cash will be awarded to
the student and college whose essay on this
subject is judged the best. Only students
selected to come to New York for "Inside
Advertising Week," sponsored by the Assn.
of Advertising Men and Women, are eligible
to compete for the Grey Award.
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
April 4 through April 10
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through April 10
Appls.
In
On
Pend-
Hear-
Air
Licensed
Cps
ing
ing
Am
3,024
3,001
220
364
145
Fm
540
520
49
51
0
Tv Summary through April 10
Total Operating Stations in U. S.:
Commercial
Noncomm. Education
Vhf
385
18
Uhf
88
5
Total
4731
232
FCC Commercial Station Authorizations
As of February 28, 1957 *
Am
Fm
Tv
Licensed (all on air)
3,000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New stations requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
Licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
26
Uhf
323
21
Total
674*
47»
Applications tiled since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial
1,080
337
841
573
1,414s
Noncomm. Educ
. 65
37
27
65*
Total
1,145
337
878
600
1,478=
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
4 Includes 44 already granted.
5 Includes 718 already granted.
New Tv Stations . . .
APPLICATIONS
Coos Bay, Ore. — Pacific Television Inc., vhf ch.
11 (198-204 mc); ERP 12.22 kw vis., 6.12 kw aur.;
ant. height above average terrain 712 ft., above
ground 341 ft. Estimated construction cost $70,800,
first year operating cost S48.000, revenue $48,000.
P. O. address Box 548, Eugene, Ore. Studio loca-
tion Coos Bay. Trans, location Coos County.
Geographic coordinates 43° 21' 18" N. Lat., 124*
14' 27" W. Long. Trans., ant. RCA. Legal counsel
Loucks, Zias, Young & Jansky. Washington, D. C.
Consulting engineer A. D. Ring & Associates,
Washington, D. C. Eugene Television Inc., li-
censee of KVAL-TV Eugene, will be sole owner.
Eugene principals include C. H. Fisher (26.67%),
owner KIHR Hood River, Ore., and eight others.
Announced April 10.
Aguadilla, P. R.— Hector Reichard, vhf ch. 13
(210-216 mc); ERP 14.5 kw vis., 7.25 kw aur.; ant.
height above average terrain 422 ft., above
ground 319 ft. Estimated construction cost $131,-
177, first year operating cost $45,000, revenue
$95,000. P. O. address % Mr. Reichard, Box 188,
Aguadilla. Studio location Aguadilla. Trans, loca-
tion Aguadilla. Geographic coordinates 18° 26' 34"
N. Lat., 67° 09' 08" W. Long. Trans.-ant. GE. Legal
counsel Frank Stollenwerck, Washington, D. C.
Consulting engineer Kear and Kennedy, Wash-
ington, D. C. Mr. Reichard, owner WABA Agua-
dilla, will be sole owner. Announced April 10.
Existing Tv Stations . . .
ACTIONS
CALL LETTERS ASSIGNED
WEEQ-TV La Salle, 111.— West Ceneral Bcstg.
Co., ch. 35.
WANE-TV Fort Wayne. Ind. — Indiana Bcstg.
Corp., ch. 15. Changed from WINT-TV.
WLWI (TV) Indianapolis, Ind.— Croslev Bcstg.
Corp., ch. 13.
New Am Stations . . .
ACTIONS
Key West, Fla. — Florida Keys Bcstg. Corp.
NATION-WIDE NEGOTIATIONS • FINANCING
RADIO • TELEVISION • NEWSPAPER
APPRAISALS
EASTERN
MIDDLE
ATLANTIC
$150,000
Unlimited inde-
pendent doing a
top job in an ex-
cellent market.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
NETWORK
$350,000
Major market
fulltime. Well es-
tablished. Liberal
terms.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
FLORIDA
DAYTIMER
$52,500
Rapidly expand-
ing economy. Ex-
cellent potential.
$25,000 down.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
AM & TV
$300,000
Operating in the
black. Number
one radio station
in the market. A
fine operation.
Terms available.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
CALIFORNIA
NETWORK
$70,000
29% down for
this profit maker.
Area is tops in
living conditions.
Facilities in good
condition. Pro-
spectus available
to interested
buyers.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
April 15. 1957 • Page 129
FOR THE RECORD
MAGNUSON QUIZ TO RATING SERVICES
INQUIRY into the modus operandi of
all broadcast rating services "for infor-
mational purposes only" was initiated by
Sen. Warren G. Magnuson (D-Wash.),
chairman of the Senate Interstate & For-
eign Commerce Committee, with a March
27 letter (including 14 questions) to the
rating services [At Deadline, April 1].
The text of his letter follows:
THE Senate Committee on Interstate & For-
eign Commerce has been conducting an ex-
tensive study, involving lengthly hearings,
with respect to the development of the entire
television industry. During the conduct of
this study, it has received a number of in-
quiries or complaints concerning the national
rating services which now provide television
program ratings. These have given rise to
certain questions as to the possible effect of
such ratings upon the program service being
furnished the public.
It is certainly not my desire to interfere
in any way with your conduct of what is
essentially a private business; my only con-
cern is with the possible impact of ratings
upon the service the public receives and upon
the over-all development of the television
industry.
It is in this light that I would appreciate
receiving the following information about the
methods underlying your service:
(1) What portion of the United States is
covered by your measurements? Please list
the specific cities in which your measurements
are taken.
(2) What services does your company pro-
vide to its subscribers? In this connection I
would like to know whether you provide a
purely national service, a series of local serv-
ices, a combination of the two, or any other
form of published rating information.
(3) Please indicate the number of services
that you offer to the broadcast industry, such
as ratings, sets in use, share of audience, and
whether these are provided on an overnight
basis, a weekly basis, a monthly basis or a
semi-annual basis.
(4) How large a sample do you employ in
collecting the information used for each serv-
ice indicated in the answer to the preceding
question? More particularly, list the number
of samples taken in each specific city listed
above and the manner in which they are
taken.
(5) How is the composition of this sample
determined? What efforts have been made to
make it an accurate cross-section of the pop-
ulation in the area being measured? In other
words, please spell out the criteria you have
employed in developing the sample which
you use. Is the selection of the sample made
locally, or is it done by your national office?
(6) Will you please outline in complete de-
tail the methods which you employ in obtain-
ing information as to the programs which
the public viewed at the time which you are
seeking to measure. Indicate the devices em-
ployed, the number and nature of the per-
sonnel conducting the survey (if it is done
by telephone or personal visit), the time when
the measurement is taken in relation to the
actual broadcast of the program.and the time
required to process this information for pub-
lication. If you make telephone calls are your
reports based only on the completed calls?
Is the precentage of uncompleted caUs pub-
lished?
(7) What effect, if any, does the type of
service ordered by a broadcast interest have
on the manner in which you conduct your
measurements?
(8) Does a quantity order by a specific
broadcast group have any effect on the man-
ner in which you conduct your measure-
ments?
(9) Is any attempt made by your organiza-
tion to correlate your results with other
rating services? If not, why not? If so, how
is this done?
(10) What are the advantages of your serv-
ices over those offered by other rating bu-
reaus?
(11) In your estimation what effect, if any,
does the publication of your measurements
have on the success, or lack of success, of
various programs, or on the success or lack
of success for a broadcast station in obtain-
ing an account?
(12) In what form do you sell your serv-
ices to subscribers? That is, do they place an
order for your service on a regularly recur-
ring basis or do you, upon occasion, conduct
special surveys in selected markets, not ordi-
narily covered, on a specific order from a
particular station or other interested party?
(13) What precentage of your revenue is
received from the business placed with you by
the networks by individual broadcast stations
and by advertising agencies and others?
(14) Please furnish any other information
which you feel would be necessary and help-
ful in giving the Committee a full and sound
understanding of your method of operation
and the effect it has on the public and the
broadcast industry.
Thank you for your attention to this matter.
I will appreciate your furnishing the above
information at your earliest convenience.
Cordially yours,
(s) Warren G. Magnuson
Chairman
granted 1500 kc, 250 w unl. P. O. address 922
Eisenhower Dr., Key West. Estimated construc-
tion cost $49,638.53, first year operating cost
$70,000, revenue $80,000. Principals include 10
stockholders, each holding 10%. They are: J. M.
Fernandez Jr., Dr. Edward Gonzalez, Dr. Law-
rence B. Riggs Jr., Ygnacio Carboncll, F. J. Evans,
H. E. Day, Merrie R. Warfield, WiUiam H. KroU,
Mrs. Sylvia G. Artman, Dr. F. S. Carbonell. An-
nounced April 4.
Galesburg, III. — Knox County Bcstg. Co. grant-
ed 1590 kc, 5 kw. P. O. address 1319 Fifth Ave.,
Moline, 111. Estimated construction cost $44,815,
first year operating cost $63,600, revenue $78,000.
G. LaVerne Flambo, 100% owner, is owner of
WQUA Moline, DX, and heads theatrical presenta-
tions firm. Announced April 4.
Hattiesburg, Miss. — Dave Arnold Matison Jr.
granted 1310 kc, 1 kw D. P. O. address 420 S. 21st
Ave., Hattiesburg. Estimated construction cost
$13,300, first year operating cost $33,000, revenue
$38,500. Mr. Matison is 25% owner, WAML Laurel,
Miss., and 12.5% WDAM-TV Hattiesburg. An-
nounced April 4.
APPLICATIONS
BerryvUle, Ark. — Pat S. Goolsby and James E.
Oliphant d/b as America's New Era Radio 1480
kc, 1 kw D. P. O. address % Mr. Goolsby, Har-
rison, Ark. Estimated construction cost $11,655,
first year operating cost $14,400, revenue $24,000.
Mr. Goolsby (66%%), 50% owner KLYR Clarks-
viUe, Ark., and Mr. Oliphant (331/3%), radio tech-
nician, will be owners. Announced April 3.
Hemet, Calif. — L & B Bcstg. Co., 1320 kc, 500
w D. P. O. address % Luther Pillow, 903 St.
Francis, Kennett, Mo. Estimated construction
cost $26,680, first year operating cost $48,000,
revenue $60,000. Mr. Pillow, 5% owner KWYN
Wynne, Ark., and William L. Miller, contractor,
will be equal partners. Announced April 10.
Rubidoux, Calif. — Gordon A. Rogers 860 kc, 1
kw D. P. O. address 5759 Riverton Ave., North
Hollywood, Calif. Estimated construction cost
$28,174, first year operating cost $52,000, revenue
$75,000. Mr. Rogers, owner KBLA Burbank,
Calif., will be sole owner. Announced April 3.
Bunkie, La— Bunkie Bcstg. Co. 1340 kc, 100 w
unl. P. O. address % Charles T. Hook, 3380 Con-
vention St., Baton Rouge, La. Estimated con-
struction cost $5,395, first year operating cost
$18,300, revenue $24,000. Mr. Hook, television
engineer, will be sole owner. Announced April 3.
Lewiston, Me. — Oliver Bcstg. Corp. 1380 kc, 1
kw D. P. O. address 477 Congress St., Portland,
Me. Estimated construction cost $25,000, first
year operating cost $65,000, revenue $72,000.
Horace Hildreth et al., interests in WMTW (TV)
Poland Springs, Me., WABI-AM-TV Bangor,
Me., will be owners. Announced April 3.
Dover, N. J. — Lion Bcstg. Co., 1510 kc, 1 kw
unl. P. O. address % Richard M. Glassner, 60 Park
Place, Newark, N. J. Estimated construction cost
$45,389, first year operating cost $97,560, revenue
$117,000. Principals include Harry L. Goldman
(71%), public service director WROW and WCDA
(TV) Albany, N. Y., and Leo Rosen (23.7%),
theatre manager. Announced April 10.
Cayce, S. C. — Lexington County Bcstrs., 620 kc,
500 w D. P. O. address % J. O. Tice Sr., Box 656.
Lake City, S. C. Estimated construction cost
$16,165, first year operating cost $61,000, revenue
$72,000. Principals include J. O. Tice Jr. (60%),
51% WBLR Batfsburg and WMYB Myrtle Beach,
and 31% WJOT Lake City, all S. C, and Mr.
Tice Sr. (30%), 20% WJOT. Announced April 10.
Existing Am Stations . . .
ACTIONS
WONG Oneida, N. Y. — Granted increase power
from 1 kw to 5 kw and remote control trans.
Announced April 4.
KVEL Vernal, Utah — Granted change opera-
tions from 1340 kc, 250 w unl, to 1250 kc, 1 kw D.
and remote control trans. Announced April 4.
KBHM Branson, Mo. — Granted increase power
from 250 w to 1 kw and remote control trans.
Announced April 4.
CALL LETTERS ASSIGNED
KIDD Monterey, Calif. — Pacific Ventures Die,
630 kc. Changed from KXXL.
KSTR Grand Junction, Colo. — Mountain States
Bcstg. Corp., 620 kc.
WDAX McRae, Ga.— Radio Telfair, 1410 kc.
KGAN Bastrop, La. — Bastrop Bcstg. Co., 990
kc.
KLPL Lake Providence, La. — Radio Services
Co., 1050 kc.
KCLP Rayville, La.— Richland Bcstg. Co., 990
kc.
WTRU Muskegon, Mich.— Muskegon Bcstg.
Co., 1600 kc. Changed from WKNK.
WOKK Meridan, Miss.— New South Bcstg. Corp.,
1450 kc. Changed from WTOK.
KWYK Farmington, N. M. — Herman A. Cecil,
960 kc.
WYMB Manning, S. C— Clarendon County
Bcstg. Co., 1410 kc.
KBCS Grand Prairie, Tex. — Grand Prairie
Bcstg. Co., 730 kc.
WPVA Colonial Heights, Va.— Harry A. Epper-
son Jr., 1290 kc. Changed from WCLA.
New Fm Stations . . .
ACTIONS
Palm Springs, Calif.— Richard T. Sampson
granted 92.1 mc, 1 kw unl. P. O. address 843 Col-
ton Ave., San Bernardino, Calif. Estimated con-
struction cost $4,050, first year operating cost
$12,000, revenue $18,000. Mr. Sampson, electronics
wholesaler, will be sole owner. Announced
April 4.
Riverside, Calif.— Leslie Morgan Wills granted
97.5 mc, 81 kw unl. P. O. address % John D.
George, Box 303, Loma Linda, Calif. Estimated
construction cost $30,664, first year operating cost
$18,600, revenue $16,400. Mr. Wills is former v. p.-
gen. mgr., Standard Motor Freight Inc., Secau-
cus. N. J. Announced April 4.
Allocations— FCC by order amended the alloca-
tion table for class B fm stations following
changes in New England area: Substitute ch. 271
for ch. 236 in Worcester, Mass.; delete ch. 270
from Holyoke-Springfield; exchange ch. 290 for
ch. 291 in Hartford, Conn., and ch. 291 for ch. 290
in Bay Shore, N. Y., deleting latter ch. from Bos-
ton, Mass., and Albany, N. Y.; and substitute ch.
300 for ch. 282 in Keene, N. H., and ch. 241 for ch.
283 in Mt. Washington, N. H., all effective im-
mediately. Announced April 10.
Ownership Changes . . .
ACTION
WPAG-AM-TV Ann Arbor, Mich.— Granted
positive control of licensee corporation by Ed-
ward F. Baughn, through purchase of stock (1%)
Broadcasting • Telecasting
mmmmmMMmmmmmm
New England
mio.ooo.oo
Profitable fulltime operation.
Good potential for improvement
for owner-operator. Real estate
included. Reasonable terms.
Florida
SfMLOOO.OO
$23,500 down for this well-
established facility. Making bet-
ter than thirty percent return.
Excellent real estate.
I;
i
NEGOTIATIONS • FINANCING • APPRAISALS
J^tackburn
mpanij
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
Jackson 5-1576
Page 130 • April 15, 1957
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
xecutive Offices
735 De Soles St., N. W. ME. 8-5411
offices ond Laboratories
1339 Wisconsin Ave., N. W
Vathington, D. C. ADams 4-2414
Member AFCCE *
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG Dl. 7-1319
WASHINGTON, D. C.
V O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
11 14* St., N. W. Sheraton Bldg.
Wathbiffton 5, D. C. REpoblie 7-3964
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6103
Member AFCCE*
3EO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
ilS Eye St., N.W., Washington, D. C.
bcewtive 3-1 236 Executive 3-5351
Member AFCCE*
JOHN B. HEFFELFINGER
•401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2693
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Hinry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4. D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE '
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7S45
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Me.
Garfield 1-4954
"For Results in Broodcait Engineering"
AM-FM-TV
Allocations • Application!
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
f. O. ftox 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS— Specialists in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants"
Norwood J. Patterson, Owner
1111 Market Street San Francisco, Calif.
MArket 1-8171
Broadcasting • Teleca
STING
April 15, 1957 • Page 131
-
JOSEPH L. FLOYD, President
Mid-Continent Broadcasting Co.
Like Hundreds
of Broadcasters..,
President
JOSEPH L. FLOYD
and
Vice President
LARRY BENTSON of
N. L. (Larry) BENTSON, V.P.
Mid-Continent Broadcasting Co.
KELO-TV
and
Chief Engineer
LES FROKE
Selected
STAINLESS TOWERS
LES FROKE, Chief Engineer
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
tor Informative
Literature.
inc.
NORTH WALES • PENNSYLVANIA
FOR THE RECORD
from Florence G. Greene, executrix of estate of
Arthur E. Greene, deceased. Announced April 10.
APPLICATIONS
WLAY Muscle Shoals, Ala. — Seeks transfer of
control of licensee corporation from Gregory
Bcstg. Corp. to John M. Latham, Robert G. Wat-
son and Fred L. Thomas for $69,000. Mr. Latham,
(25%), chief engineer-announcer WLAY, Mr. Wat-
son (25%), employe WKTM Mayfield, Ky. and Mr.
Thomas (50%), owner WKTM, will be owners.
Announced April 3.
KMOD Modesto, Calif.— Seeks assignment of li-
cense from Radio Modesto Inc. to Modesto Bcstg.
Co., for $161,500. Principals include Evert B. Per-
son (38.13%) owner of KSRO Santa Rosa, Calif.,
and Frank McLaurin (26%). sales manager KSRO.
Announced April 3.
KONG Visalia, Calif. — Seeks assignment of
license from The Voice of Fresno to Air Waves
Inc., for $35,000. Harry E. Layman, real estate
interests, will be sole owner. Announced April 10.
WTRL Bradenton, Fla. — Seeks assignment of
license from Trail Bcstg. Corp. to Blue Skies
Bcstg. Corp. for $81,427. Principals include James
H. Lockhart Jr. (79.7%), medical doctor, and
Daniel M. Beach Jr. (11.6%), attorney. Announced
April 10.
WKTL Kendallville, Ind. — Seeks assignment of
license from Noble-DeKalb Bcstg. Co. to WKTL
Inc. for $47,500. Principals include T. M. Nelson
(67%), 50% applicant for WHLT Huntington,
Ind., and Howard G. Pearcy (25%), sales man-
ager WILO Franfort, Ind. Announced March 28.
WEKY Richmond, Ky. — Seeks transfer of con-
trol of licensee corporation from WEKY Inc. to
O. C. Halyard, T. C. Quisenbcrry and Hattie B.
Quisenberry for $31,000. Mr. Halyard, gen. mgr.
WEKY, and Mr. Quisenberry, finance interests,
will each own 45%. Mrs. Quisenberry will own
10%. Announced April 10.
KATZ St. Louis, Mo. — Seeks assignment of li-
cense and cp from Bernice Schwartz to Rollins
Bcstg. Co. for $32,500. Principals include O. Wayne
Rollins (50%) and John W. Rollins (45%). Rollins
Bcstg. also owns these stations; WAMS Wilming-
ton, Del., WNJR Newark, N. J., WRAP Norfolk,
Va., WGEE Indianapolis, Ind., WBEE Harvey, 111.
and WPTZ (TV) North Pole, N. Y. Announced
April 3.
WTVD (TV) Durham, N. C. — Seeks transfer of
control of permittee corporation from Durham
Bcstg. Enterprises Inc. to Durham Television Co.
for $337,500. Frank M. Smith (13.29%), J. Floyd
Fletcher (12.5%) and 31 others will be owners.
Mr. Smith owns 33V3% cp for ch. 40 Baton Rouge,
La. and 18.07% WROW Albany, N. Y., WCDA
(TV) Albany, and WCDB (TV) Hagaman, both
N. Y. Mr. Fletcher formerly owned 24.9% WTVD
(TV). Announced April 10.
WTIK Durham, N. C. — Seeks assignments li-
cense and cp from Mid-Carolina Bcstg. Co. W &
W Bcstg. Co. Corporate change. No change of
control. Announced March 28.
WPFD Darlington, S. C. — Seeks assignment of
license and cp from Central Bcstg. Co. to Com-
munity Bcstrs. for $41,500. Owners will be Mr.
and Mrs. Ralph W. Hoffman, 50% owners of
WULA Eufaula, Ala. Announced March 28.
KNEW Spokane, Wash. — Seeks assignment of
license from Inland Empire Bcstg. to Mount
Rainier Radio & Television Bcstg. Corp. Corpo-
rate change. No change of control. Announced
April 3.
Hearing Cases
By Commissioner John C. Doerfer
C. L. Trigg, Lubbock, Tex. — Granted petition
for extension of time to April 26 to file reply to
petition for review of order of hearing examiner
denying petition for leave to emend filed by
Texas Technological College in ch. 5 proceeding.
Action April 9.
By Commissioner Robert E. Lee
Cherry & Webb Bcstg. Co., Providence, R. I. —
Granted petition for extension of time to April
8 to file replies to exceptions to initial decision
and motion for remand in proceeding on its ap-
plication for cp for new tv on ch. 12 in Provi-
dence, and for special temporary authorization.
Action April 4.
Stern Bcstg. Co., Ridgewood, N. J. — Granted
joint petition only insofar as it requests exten-
sion of time to file exceptions to initial decision
issued re their am application and that of Great
South Bay Bcstg. Co., Islip, N. Y., and that time
is extended to April 22. Action April 4.
KNOE Monroe, La. — Granted informal request
to withdraw its petition for review of examiner's
ruling and request for stay pending determina-
tion by the Commission in am proceeding on its
application, et al. Action April 5.
Routine Roundup
BROADCAST ACTIONS
By the Broadcast Bureau
Action of April 5
WJPB-TV Fairmont, W. Va. — Granted mod. of
cp to change ERP to vis. 5.37 kw, aur. 2.88 kw,
change studio and trans, location, install new
trans., change type of ant. and make other equip-
ment changes.
Actions of April 4
The following were granted extensions of
completion dates as shown: KMMT (TV) Austin,
Minn., to 10-20; KOOK-TV Billings, Mont., to 7-1;
KODE Joplin, Mo., to 7-10, condition.
The following stations were granted authority
to operate trans, by remote control: WOW
Omaha, Neb.; WABA Aguadilla, P. R.
Actions of April 3
WTBF Troy, Ala. — Granted license covering
change of facilities, installation of new trans,
and DA, and change trans, location; condition.
WBEC Pittsfield, Mass. — Granted license cover-
ing installation of new trans, and DA-2, and
change ant.-trans. location; conditions.
KBRL McCook, Neb. — Granted cp to change
type trans., change studio location and operate
trans, by remote control.
KNIT Abilene, Tex. — Granted mod. of cp to
change ant.-trans. location and specify studio
location and remote control point.
WFSC Franklin, N. C. — Granted mod. of cp to
change type trans., change studio location and
operate trans, by remote control.
WMNS Olean, N. Y. — Granted mod. of cp to
change type trans, and change studio location
and remote control point.
WTYT Titusville, Fla. — Granted extension of
completion date to 9-29.
Actions of April 2
WTRI (TV) Albany, N. Y.— Granted mod. of cp
to change ERP to vis. 490 kw DA, aur. 251 kw
DA, change type of trans., install new ant. sys-
tem and make other equipment changes.
WDBJ-TV Roanoke, Va. — Granted extension of
completion date to 10-4.
Actions of April 1
WCEF Parkersburg, W. Va. — Granted authority
to operate trans, by remote control.
WEIM Fitchburg, Mass. — Granted license cov-
ering change in daytime power, change from
DA-N to DA-2 and install new trans.
WBSM New Bedford, Mass. — Granted license
covering installation of new trans, and DA-2 and
change ant.-trans. location; conditions.
Granted licenses for the following am stations:
WLOB. Casco Bcstrs. Corp., Portland, Me.; WTSN,
WTSN Dae, Dover, N. H., conditions; WLIS, Long
Island Sound Radio Corp., Old Saybrook, Conn.
WCRB Waltham, Mass. — Granted license cov-
ering increase D power, install new trans, and
make changes in daytime pattern; conditions.
April 10 Applications
ACCEPTED FOR FIXING
Modification of Cp
KTVC (TV) Ensign, Kan. — Seeks mod. of cp to
change ERP to 28.4 kw vis., 14.2 kw aur.
Following seek mod. of cp to extend completion
dates as shown: KAKT-TV Alpine, Tex., to 10-57;
KOOS-TV Coos Bay, Ore., to 10-29-57; WBER-TV
Knoxville, Tenn., to 11-1-57.
License to Cover Cp
KTKT Tucson, Ariz. — Seeks license to cover cp
which authorized change frequency, power and
hours and install new trans, and DA-D.
WVET Rochester, N. Y. — Seeks license to cover
cp which authorized change ant.-trans. location.
KDFW (FM) Cedar Hill, Tex. — Seeks license to
cover cp which authorized new fm.
UPCOMING
April
April 22: United Press Broadcasters of Conn.,
Hotel Statler, Hartford.
April 22: Connecticut Broadcasters Assn., Hart-
ford, Conn.
April 22-26: American Film Assembly, Statler
Hotel, New York.
April 24-26: Annual Conference, American Pub-
lic Relations Assn., Warwick Hotel, Philadel-
phia, Pa.
April 25-27: Annual meeting of the American
Assn. of Advertising Agencies, the Greenbrier,
White Sulphur Springs, W. Va.
April 25-27: Western States Advertising Agencies
Assn., annual conference. Oasis and Desert
Inn Hotels, Palm Springs.
April 25-27: New Mexico Broadcasters Assn.,
Deming.
April 25-28: Annual convention, American Women
in Radio & Television, Chase Park-Plaza Hotel.
St. Louis.
April 26 : United Press Broadcasters of Missis-
sippi, Buena Vista Hotel. Biloxi.
April 26-27: Annual Spring Television Confer-
ence, Engineering Societies Bldg.. Cincinnati.
April 28-May 4: Brand Names Week.
May
May 1-3: Electronic Components Symposium,
Morrison Hotel, Chicago.
May 2-3: International convention of Interna-
tional Advertising Ai-in. Inc., Hotel Roosevelt,
New York City.
May 5-11: National Radio Week.
Continues on page 137
Page 132 • April 15, 1957
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
Payable in advance. Checks and money orders only.
• DEADLINE: Undisplayed — Monday preceding publication date. Display — Tuesday preceding publication date.
• SITUATIONS WANTED 200 per word— S2.00 minimum • HELP WANTED 25f per word— $2.00 minimum.
• All other classifications 300 per word — $4.00 minimum. • DISPLAY ads $15.00 per inch.
No charge for blind box number.
Applicants: If transcriptions or bulk packages submitted, SI. 00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to
box numbers are sent at owner's risk. Broadcasting • Telecasting expressly repudiates any liability or responsibility for their custody or return.
RADIO
Help Wanted
Active eastern broadcasting group in expansion
move. Wants experienced personnel able to work
and invest in corporation. Send complete back-
ground including references and funds available.
Box 279G, B-T.
Station owner wants to incorporate because he
has other interests. Will take in one or more peo-
ple who will work in station. Your chance to be
in business for yourself. Must be strong in all
phases of small station operation. Absolutely no
absentee investors. Rockv Mountain area. Box
355G. B-T.
Management
Here's a chance of a lifetime for program direc-
tor or chief announcer to step up to management
level. Growing organization in eastern United
States needs a young married man with car for
assistant manager position. Job offers opportu-
nity at managership in near future. Send tape,
resume, photo to Box 861E, B-T.
Major Illinois independent needs an outstanding
producer strong on sales. Excellent deal for the
right man. Box 168G, B-T.
Have terrific deal daytime indie. Excellent fu-
ture, invest S7 — 315,000 and get in your own sta-
tion. Station one year old and in black. Rocky
Mountain area. You can own up to 49% if you can
produce. Box 356G, B-T.
Sales
Single station, medium size market. Draw against
commission. Excellent opportunity with attrac-
tive future. Please forward details, photo and
references. Box 170G, B-T.
East coast major market independent needs top-
flight salesmen. Salary and commission. Ideal
opportunity for right men. Box 291G, B-T.
Excellent opportunity for a young experienced
salesman, preferably in his earl;- thirties and
married, to earn the position of sales manager
of the top-rated 5000 watt station in a small New
England city. Starting compensation of S100 per
week against 15% commission. A responsible
salesman with ideas ready to advance rapidly.
Write details and enclose photo to Box 347G, B-T.
A real salesman can make S2.500 in 50 days and
stay with station in special promotion. Work
hard, make money and buy stock in station if
you desire. Denver, Colorado market. Box 354G.
B-T.
If you can sell them and keep them services . . .
live on S5.000 to S6.500 a year . . . and realize
high pressure sales are short lived . . . there's a
job for you in the nothern Indiana vacationland.
Write Box 365G. B-T.
Opportunity for experienced salesman. Good
market. Good deal. KFRO, Longview, Texas.
Salesman for top-rated indie. Guarantee against
commission. Ralph Klein, Manager WCCC, Hart-
ford. Connecticut.
Account executives wanted. If you have been
a successful radio salesman in a medium size
market and feel you are ready to move up to
a major market and crack the big-time, WEAM
is interested in your future. We are the most
powerful independent in Washington, D. C, area.
You must have a successful sales history in ad-
dition to the usual high qualifications in order
to merit consideration for this position. Salary
and commissions. Write Sales Manager, WEAM,
Arlington, Virginia.
RADIO
Help Wanted— (Cont'd)
Sales
WFRL, Freeport, Illinois offers S400.0O per month
initial guarantee for 3 months, then guaranteed
draw and commission proposition that pavs up
to 40%. Call Dave Taylor.
Experienced and dependable salesman needed.
One radio, one television. Salary and incentive.
Good opportunity with NBC owned station.
Write, wire, or phone Gustave Nathan, for in-
terview, WNBC, 1422 New Britian Avenue, West
Hartford, Conn.
Challenging opportunity at new popular music
davtimer. selling top deeiav on 910 kc in market
of 150,000. Contact WRKE, American Theatre
Building. Roanoke. Virginia. Good draw against
five figure potential.
Announcers
S"00 a month for DJ with glib, fast-paced de-
livery. Rhyming intros to records. Limited rock
'n roll, mostly good pops and albums. Wanted by
station in Midwest. Box 781E, B-T.
Minnesota station needs first class engineer-
announcer. Must be good announcer. Good sal-
ary. Box 247G, B-T.
Leading southern daytime station wants an-
nouncer-copywriter; salary open; no drifters.
Box 252G, B-T.
Multiple station operation needs combination
poo — r & r DJ's. Send tape and resume. Box
264G, B-T.
Illinois station seeks network quality announcer
on local station budget. 580.00 for 44 hours. Box
265G, B-T.
A lifetime opportunity for top-grade DJ — also
newsman— power station in big market, Great
Lakes area, has opening for first-rate man with
good record in small or medium size market and
ready to move up; include all details first letter;
airmail tape including music intros and com-
mercials. Box 270G, B-T.
Number 1 station in Florida east coast market
needs two hard working production perfect per-
sonality announcers willing to write copy and
produce commercials. Box 321G, B-T.
Staff-sports, seven years experience, play-by-
play, news, music. Would like opportunity televi-
sion. Colorado and points west. Present earnings
S500 month. Box 334G, B-T.
First phone combo strong on announcing. East-
ern Michigan. If you've got it — we'll buy it.
Box 348G, B-T.
Midwest radio station wants disc jockey with
plenty of pep. Wonderful opportunity for ener-
getic " personality. Opportunity to work in tv,
also send check" and complete info to Box 358G,
B-T.
Need a 1st class combo man, no technical work
. . . start at S80 a week with S5 increase after 13
weeks of 40 hours a week. Vacation paid . . .
hospital benefits insurance plan . . . and good
workinff conditions in northern Indiana. Reply-
Box 364G, B-T.
Opportunity for good married staff announcer.
Send resume. ABC Network. KFRO. Longview.
Texas.
RADIO
Help Wanted— (Cont'd)
Announcers
Negro DJ's — experienced in R & B and religious.
Immediate opening at KOKY, Little Rock, or
WOKJ, Jackson. Send details and photo to Box
2267, Jackson, Mississippi, or Box 1956, Little
Rock, Arkansas.
Hutchinson, Kansas: 1000 independent in wealthy,
aggressive town of 42,000. Immediate opening for
flexible, mature, voiced, experienced announcer.
Must be ready for polished, fast moving popular
music operation. Salary commensurate with abil-
ity. Airmail DJ-news-commercial tape, complete
background, photo and salarv requirements. J.
D. Hill, KWHK.
Staff announcer, young, single. Will accept an
inexperienced man with radio school training.
Write or call Program Director, WAYB, Waynes-
boro, Virginia. Position open in May. No tapes
now.
Expanding 5 kw daytimer needs two personality
combo deejays with 2nd or 3rd class tickets that
stand publicity and still keep feet on ground.
Stress on announcing. One first radiotelephone
announcer, stress on maintenance. Contact Chief
Engineer, WERH, Hamilton. Alabama.
Experienced morning disc jockey for new 5000
watt station. Must have wide awake sound with
good voice. Send tape, complete letter and pic-
ture immediately. WHIY. Fort Gatlin Hotel
Building, Orlando. Florida.
Summer replacement announcer including some
television. Contact Operations Manager, WJAR-
TV, Providence, Rhode Island.
Combo man with first phone . . . emphasis on
announcing . . . S80 for 40 hour week, addition
to staff . . . phone collect, WMIC, Monroe, Mich-
igan. Cherry 1-5554. Ask for George Steams
or Bob Norwood.
Opening for experienced staff announcer. Send
tape and resume. Tape will be returned. Mid-
westerner preferred. WSMI, Litchfield, Illinois.
Immediate opening for announcer with first class
ticket at west central Pennsylvania daytimer. Call
Bill Raihall. WNCC Radio, Barnesboro, Pennsyl-
vania. Phone Barnesboro 1010.
Ground floor opportunity. New 1 kw daytimer,
music-news format. Taking air this month. Good
salaries for qualified announcers. Copywriting
helpful. Excellent hunting, fishing territory in
Central Louisiana. Rush returnable tape, re-
sume, photo. James H. Martin, Delhi, Louisiana.
Wanted: Two announcers. Must have first phone.
No maintenance. Box 485. Aberdeen. Maryland.
Technical
Expanding organization needs a chief engineer
with good maintenance ability. Must have car
and be able to assume responsibility for repair
and purchase. Good salary. Possibility of in-
stalling new station in near future. Send photo
and resume to Box 860E, B-T.
Engineer to operate complete radio link mobile
studio. No air work. Box 281G, B-T.
Help wanted: First ticket enginer for ajn. station
in Chicago, experienced. Box 336G, B-T.
Chief engineer-announcer for 1000 watt fulltime
directional in southwest. Will have complete re-
sponsibility of maintenance, repair and opera-
tion. Good working conditions with potential.
Send tape, background and salary requirements
first letter. Box 367G. B-T.
MT1?1?M WWWTW MM 9ett'n9 *°P personnel for your operation?
IAMLmLU MRMJjMjM" Then use a c|assified ad on this page.
Broadcasting
Telecasting
April 15. 195
• Paae 133
RADIO
RADIO
RADIO
Help Wanted — (Cont'd)
Technical
Need first class engineer. Car necessary. Trans-
mitter work. 44-hour week. KGNO Dodge City,
Kansas.
Engineer needed . . . combo or otherwise, with
progressive fulltime independent station. Ex-
cellent opportunity. Contact Al Kahn, Station
Manager, WAGR, Lumberton, North Carolina.
Chief engineer, 1000 watt am-fm radio station.
Attractive terms and benefits. Opening now.
Write or call in person, W. W. Burdow, WBEC,
Pittsfield, Mass.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
First class engineer-announcer. $5000 plus. WFKY,
Frankfort, Kentucky.
Immediate opening for capable engineer with
first class radiotelephone license WICA-AM-FM,
Ashtabula, Ohio.
Three engineers, expanding operations. Ed Ken-
nedy, WILM, Wilmington, Delaware.
Wanted immediately, experienced, first phone
engineer, no announcing, 5kw directional. Con-
tact H. W. Jackson, Chief Engineer, WMMN,
Fairmont, West Virginia.
First ticket. First class announcer. Hired. Phone
WTAY, Robinson, Illinois.
Engineer for am-fm radio and new mobile service
company. Hawkins Broadcasting Service Com-
pany, 920 King, Wilmington, Delaware.
Programming-Production, Others
Wanted: Creative, promotion minded continuity
writer for 1000 watt eastern Ohio independent
station. Open immediately. Send full background
material. Box 256G, B-T.
Versatile news editor for newspaper owned sta-
tion in northeast. Three man fulltime staff. Also
will handle weekly discussion program. Box 330G,
B-T.
Top-flght continuity man or woman needed. Write
KVBC, Farmington, N. M. $80. per week. Box
333G, B-T.
Program director. Mature, sober, experienced all
phases radio, with administrative ability, for old
established midwest Minnesota 1 kw network
station. Aggressive, strong on follow through,
promotions, gimmicks, sales-minded. Creative
programming for adult audience. Character
ability references required. Send tape, photo,
resume. Box 357G, B-T.
Traffic manager wanted for CBS affiliate in Miami.
Send full information on background, experience,
qualifications and photograph immediately, WGBS
Radio, 1605 Biscayne Blvd., Miami, Florida.
Aggressive new 5000 watt station wants one more
experienced and successful salesman to complete
staff. Send complete information and picture
first letter immediately. WHIY, Fort Gatlin Hotel
Building, Orlando, Florida.
WHOT wants experienced all around newsman.
Send tape and resume to WHOT, Youngstown 8,
Ohio.
Radio copywriters, experienced, needed by NBC
owned station. Write, wire, or phone Gustave
Nathan, for interview, WKNB, 1422 New Britain
Avenue, West Hartford, Conn.
Situations Wanted
Management
Production-minded, sales-minded manager-en-
gineer wishes to change in the south. Plenty of
experience and know-how. Excellent references.
Experience in small and large markets. Box
326G, B-T.
Looking for assistant manager opening: Extensive
radio background all departments: Combo, (1st
phone) sales, (two station market) programming,
news, continuity, college, four years radio,
thirty years old. Box 337G, B-T.
Situations Wanted — ( Cont'd )
Management
Salesman, eleven years experience. Three years
sales-manager. Good record, best references.
Married, two children. Want manager or sales
manager. Box 341G, B-T.
Manager — through the ranks, experienced sales,
programming, announcing, creative, salesable
ideas. Dignity with humility, tack with diplo-
macy. Age 29, married, college graduate, com-
munity minded. Presently employed. Midwest
preferred. Box 349G, B-T.
General manager able to cope with heavy sales
and rating competition. 29 years old, family man,
top references. Box 352G, B-T.
Young family man desires opportunity to man-
age station with possibilities. Experienced all
phases. Pulled present station from 3rd to 1st in
nine months. Current salary $7,200. Box 362G,
B-T.
Hypo your sales with this outstanding sales-
management team comprised of 2 highly success-
ful time salesmen with management experience
who employ the latest in time sales techniques.
Traffic-bookkeeping by manager's wife. Interested
in managing — operating — leasing — buying — invest-
ing your property. Reply Charlie Powers and
Jim DeCaro, 6735 Amingo Avenue, Reseda, Cali-
fornia. Dickens 3-0488.
Sales
Radio or tv sales — 2 years radio, presently em-
ployed tv, interested in more money, permanent
position. Married, college, prefer south. Box
312G, B-T.
Announcers
Girl personality — DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
688E, B-T.
Baseball play-by-play announcer. Seven years
experience. Finest references. Box 975E, B-T.
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 215G, B-T.
Announcer seeking staff work. Sports play-by-
play— sales work, DJ work. Will send tape.
EL 6-0779. Box 301G, B-T.
Announcer will satisfy. 2y2 years of staff DJ,
copywriting, production, sports. Box 308G, B-T.
Announcer: Graduate radio-tv school. Good
voice. Good delivery. Good copywriter. Seeks
first opportunity. Excellent references. Mar-
ried. Box 309G, B-T.
Announcer — deejay with \\'2 years experience
seeks relocation in N.Y.C. and vicinity area.
Salary no problem if location is as desired. For
tape and full info, write Box 313G, B-T.
Situations Wanted — (Cont'd)
Negro DJ, versatile, all phases. Good board op-
erator, travel. Box 315G, B-T.
Lady announcer wants position as announcer and
commentator. Northern states or Canada pre-
ferred. Box 320G, B-T.
Arizona, California, Texas, New Mexico. An-
nouncer 10 years independent and network af-
filiate experience. Presently employed. Steady.
5 years same job. Family. Have been program
director, sports, editor, staffer. Versatile. Box
322G, B-T.
Announcer. 10 years solid commercial experi-
ence. Interested all offers anywhere. Box 323G,
B-T.
Sportscaster. Placement with staff doing base-
ball in any league or city. Excellent re-creations.
Sincere. Box 325G, B-T.
Husband and wife radio team experienced all
phases, man handicapped but capable first phone
announcer. Your opportunity to get 2 experienced
radio voices for the price of one. Will consider
investing in right operation. Southwest only.
Box 328G, B-T.
Announcer. Negro. Real rocking disc jockey.
Some experience. Tape available. Box 332G, B-T.
Qualifications: Emcee of musical presentations,
sports announcing, third phone, desire to learn.
Box 342G, B-T.
Announcers
Experienced, dependable DJ desires relocation.
Presently employed as PD, third phone, handle all
programs. Calif., Oregon, Washington. Box 343G,
B-T.
Staff announcer, four years experience. Also
sales, experience all type radio work. Married,
minimum salary $75.00 week. Available im-
mediately. Box 350G, B-T.
1st phone, announcing school graduate. Beginner,
no car. State salary. Box 361G, B-T.
Available! Experienced program director, disc
jockey, newsman, staff. Family man. Box 368G,
B-T.
I won't hollar, I refuse to yell 'cause smiles
and sincerity sell. Forty miles around New
York City. (Poetry because my girl thinks she's
witty.) Box 370G, B-T.
Speech degree, radio and tv communications.
Strong news and commercials. Age 28, married.
Bill Brown, 3049 S. Harding Avenue, Chicago
23, Illinois. Cliffside 4-1223.
Experienced announcer-salesman, operate board,
do play-by-play all sports, 15 years radio. Free
to go anywhere. Can come now. J. W. Carrick,
356 Tibbetts Place, Austin, Texas. Phone GReen-
wood 7-5087.
1957 June graduate, Michigan State U. with B.A.
Degree in radio-tv production will consider any
position anywhere. High interest in sports, DJ,
and news. Excellent references. AERHO member.
A. B. Cudworth, 150 Sherwood Road, Williams-
ton, Michigan.
Announcer seeking permanent fulltime position.
Married, will travel. Dale Cullen, R 1, Box 190,
Elkhorn, Wisconsin.
"Saxon" most unusual night DJ on West Coast
now available. Major market . . . California
preferred. Marv Saxon, 434 South Palm Drive,
Beverly Hills, California.
Technical
Chief engineer-announcer. 4 years. Will assume
responsibility for operation, maintenance, plan-
ning, construction. Currently upper Midwest.
$600 monthly moving expenses. Box 304G, B-T.
First phone combo man — tired of playing the big
shot personality, desire position in west coast
directional or power station. Excellent voice,
good engineer. Box 314G, B»T.
Engineer, 1st phone. Operation and maintenance
experience. Box 335G, B-T.
Chief-engineer-announcer. Lots of experience
both fields. Family man. Non-drinker. South
only. $115.00 per week. Box 359G, B-T.
Programming-Production, Others
Disc jockey, idea gal, program director, station's
best pal. Production expert guaranteed, hire me,
I'm what you need! Box 300G, B-T.
Program director, assistant manager, seeks posi-
tion with outstanding operation. Eight years ex-
perience, married, college, 34. Box 306G, B-T.
5 years experience news — sales. Family — sober.
Texas. Presently employed. Box 317G, B-T.
Farm director. Experienced, authoritative, suc-
cessful. Can produce programs that sell. Box
324G, B-T.
Newsman — gather, write, edit, air. Ten years radio
experience. Can work own board. No drifter.
Want healthy surroundings for family. Box
339G, B-T.
THE FASTEST WAY
to get that "special" job is
a classified ad on this page.
Page 134 • April 15, 1957
Broadcasting • Telecasting
RADIO
TELEVISION
FOR SALE
Situations Wanted — ( Cont'd )
Program m ing-Production , O th ers
Six years announcing. PD and tv experience.
Seeking news or programming department in
radio and/or television. Prefer east. Presently
employed. Will answer all replies. Box 360G, B'T.
News specialist seeks position with news-con-
scious, quality station in the east. Box 362G, B'T.
Newscaster-reporter-editor. 6 years radio expe-
rience. Heavy on local news, interviews, special
events. Past RTNDA Director. 28. Family. Box
366G, B'T.
Storz trained program director-news director and
top-flight personality wants to relocate with pro-
gressive independent. Have tremendous major
market background in all phases of program-
ming, etc. Definitely looking toward future. For
full information, tape, and references write Box
371G, B'T.
Award winning Canadian newsman immigrating
to U.S.A. Top-rated, reliable, nine years experi-
ence, married. Seeking permanent employment,
presently news director-radio-tv. Prefer radio.
Write, wire, phone H. J. Tate, 348 Yonge Street,
Kingston, Canada.
TELEVISION
Help Wanted
Management
Expanding vhf television station needs experi-
enced tv announcer or radio announcer with tv
potential. Also need experienced television news
director or newsman capable of moving up.
Please send photo, tape and resume. Reply Box
250G, B«T.
Sales
Experienced and dependable salesman needed.
One radio, one television. Salary and incentive.
Good opportunity with NBC owned station.
Write, wire, or phone Gustave Nathan, for in-
terview, WNBC, 1422 New Britian Avenue, West
Hartford, Conn.
Announcers
Sports announcer. Television. No play-by-play.
Strong on personality and interview. Position
open immediately. Send full information to J.
Kelin, Program Director, P.O. Box 470, Rockford,
Illinois.
Technical
Wanted immediately, tv technician, FCC first
class radio telephone license required. No ex-
perience necessary. Well established company
offers unusual opportunities for advancement.
State experience, salary desired, and enclose
snapshot. Box 209G, B'T.
Wanted immediately studio technical 1st phone.
Experience necessary. Pleasing personality a
must. Must have reliable references. Box 302G,
B'T.
Immediate opening first phone tv transmitter en-
gineer. Northwestern Pennsylvania uhf. Qual-
ifications and snapshot first letter. Box 319G,
B'T.
Tv engineer, first class license. Established tv
operator. Salary depends on experience and
ability. Opportunity for advancement. State ex-
perience, salarv desired and enclose snapshot.
Chief Engineer' KKTV, Colorado Springs, Colo-
rado.
First class license tv transmitter operator. Tv
experience desirable but not essential. If you
like skiing this is an unparalled opportunity.
Transmitter at Stowe, Vermont. Station provide
head skis. Liberal food allowance plus mileage.
Reply Chief Engineer, WCAX-TV, Burlington,
Vermont.
Programming-Production, Others
News director. We offer an excellent opportunity
to a mature, aggressive newsman to gather, edit
and present two newscasts daily on midwestern
regional vhf. He will be a one-man staff backed
by AP wire and fax and local film facilities and
must be willing and able to supplement these
sources with local stories which will require
setting up of contacts and some real digging.
Give full details of training and experience in
first letter. Box 331G, B'T.
Help Wanted— (Cont'd)
Programming-Production, Others
Copywriter for NBC-ABC vhf channel 10 with
radio newspaper affiliation. Experience preferred,
but June graduates acceptable. Hal Heidbreder,
WGEM-TV, Quincy, Illinois.
Situation Wanted
Management
Manager-commercial manager. 6 years tv, 10
years radio. Also network and agency. Best ref-
erences previous stations. Box 200G, B-T.
Technical
Engineer, audio and video experience and capable
of good maintenance. Would like permanent
position offering stable future. Box 334G, B'T.
Programs-Production, Others
News director and/or public affairs director —
will consider assistant directorship. Under 35, but
with most unusual and complete background
on all levels of television news policy, prepara-
tion, production and personnel questions. Highest
references from industry leaders. Will only con-
sider one of top twenty-five market areas. Mini-
mum salary: $8,000. Can assure that news and/or
public affairs department under his direction will
become one of the finest, most profitable (in good
will and dollars) and most talked-about in
America. All details on request. Box 290G, B'T.
Director, 4 years experience. 7 years radio-tv
announcing. 31, mature, BA degree. Permanent.
Box 329G, B'T.
Caution: If you're not interested in perfection,
versatility, new commercial ideas . . . then don't
write. If you want more information about an
experienced tv director (4 years) who thrives on
competition, write Box 340G, B«T, expensive
but worth more.
Experienced television director, conscientious,
versatile and dependable. Desire position with
progressive organization. Presently director with
basic CBS affiliate. Box 353G, B'T.
Producer-director. 7 years New York tv. Ex-
perienced in all phases independent tv opera-
tion. Will relocate preferably as program direc-
tor. Salary open. Box 318G, B-T.
Available immediately, practically-trained, top-
flight production personnel, all categories. Call
Northwest First. Northwest Radio & TV School,
1221 NW 21st, Portland 6, Oregon. Also Holly-
wood, Chicago, Washington, D. C.
Stations
Moneymaking kilowatt, excellent frequency day-
timer, 2 station market, midsouth, $65,000. No
brokers, $30,000 down. Box 311G, B'T.
Southwest — fulltime local channel station in
town of 10,000, county of over 20,000. Need owner-
manager to put over. Reasonably priced, long
terms, low down payment, to responsible person.
Box 327G, B'T.
Single station market daytimer Tennessee. To-
tal price $45,000 or majority for less and on
terms. This and 15 other stations currently avail-
able through Paul Chapman Company, 84 Peach-
tree, Atlanta.
Kilowatt am available. Pacific coast college town.
$10,000 down will handle. Our No. 9886. May
Brothers, Binghamton, New York.
The Norman Company, 510 Security Bldg.. Daven-
port. Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstandlnf
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
1 — Presto type H portable playback 33 and V3
and 78 rpm. 1 — RCA 73B recorder with diameter
equalizer, microscope and temperature controlled
head. Box 303G, B'T.
For sale, image-orthicon tubes, RCA, type 5820,
tested and guaranteed @ $150.00 each. Box 307G,
B'T.
For sale: 2 Presto 16" transcription cutting tables
model 6E (similar to Presto 6N) with 12-112
lines/inch inside-out feed screws, and 1 outside-
in feed screws: 2 Presto 1-C cutting heads, 1
Presto 1-D cutting head. Equipped with Fair-
child hot-stylus kit. Includes Presto 85A record-
ing amplifier, and 190A equalizing and switching
mechanism, with radius equilizers. All units
complete with portable carrying cases. This
equipment in use at the present time. Box 310G,
B'T.
Will trade station equipment for am tower. Also
want magnecorder transport mechanism. Box
369G, B'T.
For sale: One General Electric lOkw fm ampli-
fier, model 4BF3A1, with four GL 5518 tubes.
Price in Sacramento: $2,800.00. Also, one Col-
lins 37M4 side mount ring antenna. Price: $700.00.
For information contact KGMS. Hotel Sacra-
mento, California.
The future is a matter
of choice, not chance . . .
If being a deejay is YOUR profession, perhaps you'd like to
join a professional deejay organization. We've openings
for really GOOD disc jockeys at KLIF in Dallas and KTSA
in San Antonio. Join a rapidly growing organization by
sending your audition tape and background info to:
Gordon MeLendon
2104 Jackson Street
Dallas. Texas
Broadcasting • Telecasting
April 15, 1957 • r"age 135
FOR SALE
RADIO
TELEVISION
Equipment
For sale: Collins 21A broadcast transmitter . . ^
good condition. KLPM, Minot, North Dakota.
For sale: Andrew 737 coax cable, 315 ft., under
pressure, with end terminals attached. Normally
priced $462.50— lot now $300.00. Wire or phone
Mr. Joe Woods. Gates Radio Company, Houston,
Texas, phone CApitol 8-8536.
General Electric lOkw fm transmitter, Andrew
four element "V" antenna, Johnson iso-coupler,
3>/s inch and IT'e inch transmission line, General
Electric BM-1A monitor. Equipment located
Miami. Contact Dale Moudy, Engineering V.P.,
The Storz Stations, Kilpatrick Building, Omaha
2, Nebraska.
Complete DuMont camera chain. Pickup control
and monitor. Portable sync generator. Pedestal
dolly. 90mm, 50mm, and 135mm lens. Also tripod
and tracking dolly, miscellaneous lights, mike
boom and film editing equipment. Sound pro-
jector. All excellent condition. Very reasonably
priced. Can be seen in Washington, D.C. Con-
tact W. A. Sawyer, Northwest Schools, 1221 N.W.
21st, Portland, Oregon. Phone CApitol 3-7246.
Disc-recorder — Presto, Rek-O-Kut, and Fairchild
equipment. Like new, write for details and rea-
sonable price. Box 204, Effingham, Illinois.
WANTED TO BUY
Stations
Experienced broadcasting corp. expanding opera-
tions. Seeking eastern area station with billing
up to $300,000. Will consider local if profits or
potential warrant. Give full outline first letter.
Box 278G, B'T.
Private conservative service, New Mexico, Colo-
rado, Texas, Oklahoma, Kansas, Arkansas, Mis-
souri, Louisiana. Ralph J. Erwin. Broker. Tulsa,
Shreveport, Albuquerque, 1443 South Trenton,
Tulsa.
Equipment
One, three, of five kw. Fm transmitter, and moni-
tor. Box 164G, B»T.
Wanted: One kw transmitter, any make, in good
condition and associated equipment for new sta-
tion. Box 305G, B'T.
Single phase fm transmitter wanted, also an-
tenna and monitoring equipment if available.
Box 338G, B'T.
Need used 5kw transmitter for Florida station —
state age, condition and price. Box 345G, B'T.
Western Electric 639 microphones, any condition.
Pentron 9T-3C tape recorders, any condition.
Professional tape recorders, any condition. Box
346G, B'T.
Need up to 1200 ft. 3>/8" line. Will buy any
quantity in good condition. WJBF, Augusta,
Georgia.
Used fm frequency and modulation monitor in
good condition. Contact Chief Engineer, WPAR,
Parkersburg, West Virginia.
Automatic film developer, preferably Houston or
bridgamatic, reversal model only. WSAV-TV,
Savannah, Georgia.
REL model 695, fm transmitter and receiver.
WSIC, Statesville, N. C.
Wanted, good rack mounted Magnecord tape
recorder with amplifier, advise condition, model,
age, speed, price, etc. — Bill Tomberlin, 2917 W.
Temple Street, Los Angeles 26, California.
Help Wanted
Sales
§ OPPORTUNITY
? For Radio Salesman to move up the
\ ladder to a big station in a Major Mar-
§ ket. Sales Representative wanted by
£ 50,000 watt, clear channel station in
? the Midwest. This major network affili-
j ate is recognized as one of the coun-
§ try's top stations. Only interested in ^
& someone who believes in radio . . . and
£ good radio. Send full details to
Box 262G, B*T
Announcers
TV«AM«ANNOUNCERS
NEED TWO
METROPOLITAN MIDWEST MARKET.
OVER 1 MILLION. PIONEER AM»TV
STATION DESIRES STRONG PERSON-
ALITY, GOOD ADLIB, PRESENTABLE
ON CAMERA — EXCELLENT OPPOR-
TUNITY. STATION HAS ORIGINATED
NETWORK PROGRAMS. SEND TAPE
AND PICTURES TO BOX 316G, B»T.
PERSONAL INTERVIEW FOLLOWS.
WHAS & WHAS-TV
are accepting applications for
.... a staff announcer who has the ex-
perience and the versatility to
meet our high program standards.
.... a sportscaster who speaks and
authority for our comprehensive
schedule of sports programs.
Send biography, background, tape and
photo to Program Director,
WHAS. Louisville, Kentucky.
Programming-Produetion, Others
*
THIS COULD BE YOU!
Are you a Newsman with a nose for news? j
INSTRUCTION J Can you gather, edit, and present the news
'. ~ I - n. ...:*u »u_» :~J«r. LI- i:*., _r * 7*
FCC first Dhone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood. California, and Washington, D. C. For free
booklet, writ? Grantham School of Electronics
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio & Televi-
sion School. Dept. B, 1627 K Street, N. W., Wash-
ington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
4- with that indefinable quality of excitement ^
)+. and enthusiasm that separates the men from *
J the boys? Maybe you're the one who, with +
J the aid of our Newsmobile, can make local -ft
*• news sound the way it should — IMPORTANT! "£
telv. *. *
EMPLOYMENT SERVICES
Resume trouble? "Do-it-yourself resume kit"
will assist you find the position you want. Pro-
fessionally designed to form six attractive bro-
chures. Ready to mail as soon as you enter your
personal data. Only $2.00. Sterling, 192 Clark,
Dept. 29, Chicago 1.
J You could be the Newsman whose salary
*• would be commensurate with your experi- J
J ence and performance. *
* J
* If you are this man — then a Top Eastern ^
Independent — (24-hour operation — Number J
J One in the Market) — WANTS YOU! WRITE! *
* t
% BOX 239G, B*T *
* t
t *
Help Wanted
Sales
r
"=5
• TV Salesman
To work for Northern New England's J
jr. Leading Station. Two already on staff
doing very well, but agree we are not
nearly approaching potential of this fine
id market. Prefer New Englander who un- jj
derstands our temperament but not im-
perative. Right man will make 5 to 10
thousand on salary and commission,
lij All details your background and photo
to L. T. Pitman, Exec. Manager, WCHS-
TV, Portland 3, Maine. No phone in
5£ quiries
H±m=
:xx:
:xjc
Programming-Produetion, Others
OPPORTUNITY KNOCKS TWICE!
"Live in the Climate Capital
of the World."
KTVR, Denver, Colorado, is looking for
a top production manager plus an ex-
perienced time salesman. With both
MGM and 20th Century-Fox features,
Channel 2 is the fastest growing station
in the market. This is a real opportunity
for the right men. Send complete resume
and picture to Hugh Ben LaRue, 550
Lincoln, Denver, Colorado.
Situations Wanted
TV STATIONS
AGENCIES
PUBLIC RELATIONS FIRMS
Fm looking for you,
if YOU are looking for . . .
• A young. Women's Director with six
years TV, Radio experience . . .
• An attractive on-camera personality,
who has documented proof of National
Sales acceptance . . .
• A seasoned saleslady who has cooked-up
casseroles AND successful campaigns . . .
• A diligent doer in community and pub-
lication relations, with a working knowl-
edge of Radio, TV "front office" . . .
• A gal who is qualified for her next LAP
(in the race to succeed) . . .
Full details immediately.
Personal interview at your convenience.
Box 351G, B*T
FOR SALE
Stations
HASKELL BLOOMBERG
Radio and Television
l&iiilneiS l^roht
208 FAIRMOUNT STREET
LOWELL, MASSACHUSETTS
TELEPHONE GLEN VI EW 0-B823
Programming-Produetion, Others
Page 136
April 15, 1957
Broadcasting • Telecasting
FOR SALE
FOR THE RECORD
Equipment
1 Self supporting tower, galvanized, mem-
bers bolted, 450 feet high 96 feet square
at base, 26 feet square at top.
66 20 foot sections Andrews 3V8 inch trans-
mission line with teflon insulation,
flanged at both ends.
2 Crouse-Hinds tower beacon lights.
8 Crouse-Hinds obstruction lights.
1 Crouse-Hinds flasher unit.
1 Silent hoist winch, model KE, 3 H.P.
motor, 600 foot cable.
1 American blower size 222, -C2, filter
chambers, \\<2 H.P. motor.
1 General industrial blower, size 17, 2
H.P. motor.
1 Cole electric circuit breaker panel 625
volt 175 ampere, 125/250 volt 3 phase
with the following breakers: 1 175
ampere; 1 150 ampere; 3 125 ampere;
3 60 ampere.
2 Westinghouse de-ion circuit breakers
250 volt 175 ampere, catalog DC-3222.
1 Western Electric custom audio console.
1 Lynn custom built mobile truck.
Write or phone:
P. J. Winkler
WOR
1440 Broadway
New York, New York
FOR LEASE
TOWER, BLDG. & ANTENNA
(Everything Except Transmitter and
Program Equipment)
Formerly used by WMGM-FM
Located at
PALISADES AMUSEMENT PARK, N.J.
Directly Opposite 125th Street, N.Y.C.
For Further Information Phone
WH 5-1000, N. J., or Write
PALISADES AMUSEMENT PARK, PALISADES, N.J.
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee «. Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
Continues from page 132
May 6-8: Annual meeting, Assn. of Canadian
Advertisers, Royal York Hotel, Toronto, Ont.
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17: Pennsylvania Assn. of Broadcasters,
Hotel Bedford Springs, Bedford Springs.
May 15-17: Radio-Electronics-Tv Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 20-21: Wisconsin Broadcasters Assn., Hotel
Plankinton, Milwaukee.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 8
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y.. oh. 7
(9-24-56); Boston. Mass., ch. 5 (10-29-86);
Biloxi, Miss., ch. 13 (12-18-56); Pittsburgh,
Pa., ch. 11. San Francisco-Oakland, Calif.,
ch. 2 (3-11-57).
AWAITING ORAL ARGUMENT: 4
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6.
AWAITING INITIAL DECISION: 3
(Figures in parentheses indicate dates rec-
ords were closed after hearings.)
McKeesport-Pittsburgh, Pa., ch. 4 (1-7-57).
Ponce, P. R., ch. 7.
IN HEARING 5
Cheboygan, Mich., ch. 4; Mayaguez, P. R.,
ch. 3; Victoria, Tex., ch. 19; Lubbock, Tex.,
ch. 5; Sioux Falls, S. D., ch. 13.
IN COURT 6
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Miami, Fla., ch. 7; Wichita, Kan., ch. 3;
Portsmouth, Va., ch. 10; Knoxville, Term.,
ch. 10; Miami, ch. 10; Supreme Court:
Shreveport, La., ch. 12.
EMPLOYMENT SERVICES
TOP JOBS— TOP PEOPLE
We have, or will And, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 *K' St. NW.
Washington. D. C— RE 7-0343
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
TELECASTING 1735 De Sales Street' N- W> Washington 6, D. C.
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Broadcasting • Telecasting
P
arming
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station?
You can count
on RCA's 4-point
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• PLANNING ASSISTANCE
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RADIO CORPORATION
of AMERICA
April IS, 1957 • Page
EDITORIALS
Brainstorm
IN ALL details save one, the new programming venture announced
by Sylvester L. (Pat) Weaver Jr. promises to grace the television
art and gratify the viewing public.
The one flaw in his plan is the proposal to open educational
stations to commercial operation.
To judge by his remarks in that connection last week, it is plain
that Mr. Weaver does not understand the history or the purposes of
the FCC's non-commercial, educational reservations.
These reservations were first made and applications for them have
been granted on the explicit condition that educational stations
would in no way compete in the advertising business. Because of
the absence of rival applicants, educational institutions have been
granted facilities on no more than a token showing of promised
performance. They have been allowed to operate these stations with
a haphazardness that would disqualify any commercial station
licensee.
Meanwhile, of course, most commercial broadcasters have had to
endure costly and extensive competitive hearings to obtain their
franchises and, after going on the air, to operate under far more
rigid standards than are enforced for the educational broadcasters.
If the FCC were to be persuaded now to permit educational sta-
tions to accept commercial business, no matter what its form, it
would in effect be creating a favored class of broadcasters. To put
the prospect another way, the educational broadcaster would have
obtained a commercial license under false pretenses.
Mr. Weaver will not endear himself to his fellows in the com-
mercial broadcasting field if he persists in his notion of giving the
educational interests something they have not earned, do not deserve
and, in many cases, have actually expressed a distaste for.
Soul-Searching and Wisdom
THE 35th annual convention of the NARTB in Chicago last week
was largely devoid of controversy. There were no burning issues
of the character that have animated many earlier conclaves and
sent delegates home muttering about steam-rollers and "bossism."
This year honeyed words came from all speakers and sweetness
exuded almost everywhere.
This may be a hopeful sign of stability after 35 years of spectac-
ular, almost reckless development. Or it may be a dangerous sign
of complacency — or hardening of the arteries.
Perhaps some of the speakers, because they were facing a nation-
wide audience over radio and tv, were disposed to pull their punches.
Certainly they didn't talk shop over the air. The only session at
which there was significant interchange came at the Wednesday
FCC forum. It was worthwhile, but many important topics were
untouched or glossed over.
Practically nothing was said about the half-dozen investigations
of purported monopoly in broadcasting with FBI agents, FCC
investigators, congressional committee minions and antitrust lawyers
practically opening doors for one another in their dragnet coverage
of Madison Ave. and in the investigations at stations on every con-
ceivable aspect of doing business in broadcasting. The infamous
"Blue Book" of 1946 that constitutes censorship by the back-door
is still on the books as reflected in the as yet unchanged license
renewal forms which call for programming percentages in antiquated
categories and counting of commercial spots.
The new alliance between the FTC and the FCC that bodes
censorship in an indirect but nevertheless lethal form was a debate
topic. But despite the effort of FCC members to brush this off as
simply the same thing that is now being done, we are unconvinced.
There's a new informer on the beat, a bureaucratic informer mon-
itoring advertising on the air and turning over his "evidence" to
the prosecutor — the FCC.
Nothing was said about multiple ownership — an issue which has
divided the FCC as sharply as any before it. There is no monopoly
control in broadcasting today, what with four radio and three tv
networks. But members of the FCC from time to time in their
decisions have warned about the trend toward concentration of more
and more major market facilities in the hands of fewer entities,
mainly in television.
Ownership of seven tv stations — five vhfs and two uhfs — in the
Page 138 • April 15, 1957
Drawn for BROADCASTING • TELECASTING by Sid Six
"Who handles that program where you send in $3.98 for a pair of nylon
seat covers?"
hands of a single entity is perfectly legal. It is the trend that is
disturbing. Far-sighted broadcasters recognize this. Members of the
FCC and of Congress talk about it. Networks are aware of it.
Take the first 50 markets. Conceivably, fewer than two dozen
entities (including each of the networks) legally could own affiliates
in each of these markets with five vhfs and two uhfs per company.
That would mean each network, having its quota of seven stations,
need affiliate with only six multiple owners having their full quotas
to cover the first 50 markets.
Admittedly, this isn't likely to happen in the foreseeable future.
But it could happen. It did in the motion picture field until Uncle
Sam stepped in.
There was too little said about tv allocations and the persistent
campaign to preempt low-band vhf space for military and non-
broadcast use. Bland denials, based on lack of "official" confirma-
tion, are not deluding thoughtful broadcasters, as was evidenced at
the AMST sessions held in conjunction with the convention. The
published statements of the top communications officers of Air
Force and Navy, and the repeated testimony during the past few
weeks of FCC Chairman McConnaughey and of his fellow-
commissioners that low-band vhf is in jeopardy, cannot be expunged
from the records or wished away.
Those subjects that were not on the agenda in Chicago last week
are the ones that require soul-searching, self-appraisal and infinite
wisdom.
Whose Airspace?
SINCE 1952, when the FCC devised a television system of "at
least one television service to all parts of the United States," there
has been a tug-of-war between tv broadcasters and aviation interests.
Basically the issues are simple: Aviation has felt that it is the
prime, if not the sole, user of airspace and that anything higher
than a caterpillar standing on its tail is a hazard to air navigation.
This attitude is in direct conflict with tv's requirement for tall tv
towers to render widest possible service.
Neither aviation nor tv has been fully satisfied with the com-
promises which necessarily have been made. There have been
joint industry-government meetings and agreements, but the solution
is still out of sight.
A possible new approach has been broached by WHAS-TV Louis-
ville, which has been desperately searching for a place to put a new
antenna. It has suggested to the FCC that since the Airspace Panel
has refused to approve of the sites surveyed for the Louisville sta-
tion's proposed 2,000 ft. tower, the FCC demand that the panel
find a site from which WHAS-TV could serve Louisville and rural
Kentuckians.
This seems to be a reasonable request. If Airspace can declare a
tower hazardous to aviation, its concomitant responsibility is to
find a place for a tv station to operate at maximum efficiency. This
should satisfy television its public service obligations, and aviation
its safety requirements.
Broadcasting • Telecasting
n
in st. louis television
DOMINATING
AMERICA'S
NINTH
MARKET
Covering
38 Missouri-
Illinois Counties,
47 Communities
of 5,000 or more
population!
Grade B
O.IMV
POPULATION
2,258,300 2,768,200
RETAIL. SALES
$2,544,213,000 $3,101,128,000
POOD STORE SALES
$592,785,000 $701,214,000
DRUG STORE SALES
$79,328,000 $95,041 ,000
AUTOMOTIVE SALES
$506,089,000 $619,576,000
Source:
Editor & Publisher (1956)
Sales Management Survey of
Buying Power (1956)
Audience
ARB and Pulse Share-of Audience figures prove KWK-TV
audience domination in the market.
Personalities
KWK-TV daytime personalities dominate their time periods.
Promotion & Merchandising
Newspaper space— merchandising bulletin-
magazine rack cards— taxi-posters— and many other efforts
provide a "plus" for KWK-TV clients!
LEADER in St. Louis television
z
z
o
<
SERVING THE GREAT ST. LOUIS MARKET
26
n YEAR
BROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION APRIL 22, 1957 35* PER COPY
Block booking suits hit five more
Petry urges lower night radio rates
Page 27
Awards: Peabody, SDX, Headliners
Page 44
$18 million in sales pass FCC
Page 56
Page 103
Block booking hit again
Big week for awards
Petry urges lower rates
MINNEAPOLIS-ST. PAUL . . . with WDGY Latest
Trendex puts WDGY first! Whether you prefer Pulse,
Trendex, Hooper or Nielsen, WDGY has prime availabili-
ties in many first place segments in every recent report.
See John Blair or WDGY GM Steve Labunski.
OMAHA . . . with KOWH Now in its sixth year of
first place dominance. First on latest Hooper, Pulse and
Trendex. Contact Adam Young Inc., or KOWH General
Manager Virgil Sharpe.
KANSAS CITY . . . with WHB First per Hooper, first
per area Nielsen, first per Pulse, first per Trendex. 87rr
renewal rate among Kansas City's biggest advertisers
IN ANY
OF THESE FIVE
IMPORTANT MARKETS .
YOU TALK TO
THE BIGGEST AUDIENCE
WITH THE
"STORZ STATION"!
proves dynamic sales power. See John Blair or WHB GM
George W. Armstrong.
NEW ORLEANS . . . with WTIX Month after month
WTIX maintains or widens its first place position in
New Orleans listening. Fir^ by a wide margin, per
latest Hooper. And first on Pulse (6 a. m. — 6 p. m., Mon-
Fri.) Ask Adam Young Inc. or WTIX GM Fred Berthelson.
MIAMI . . . with WQAM Way out front. With "Storz
Station" programming WQAM has leaped to first in the
morning . . . first afternoon . . . and all day on latest
Hooper (30.6%) and Trendex (34.1%). Covering all of
Southern Florida with 5,000 watts on 560 kc. See John
Blair or WQAM GM Jack Sandler.
TODD STOR
President
4-.,'
s what we mean b
"MS/UN
WTRF-TV
coverage area
PHOTO BY DEL WILLIAMSON
More than 180,000 tons of primary aluminum a year
will soon roll off the lines here at the Olin-Revere Metals
Corp. site, 23 miles south of Wheeling. This is just part
of the $450-million Wheeling-Upper Ohio Valley expan-
sion. The growth of this area is fabulous, but no more
so than the popularity of WTRF-TV, leader by a wide
margin in every accredited audience survey made in
this area. So keep your eyes on this market — just as
everyone in this market is keeping his eyes on WTRF-TV.
*xa station worth watching''
Miff h in
Wheeling 7, West Virginia
For availabilities and complete
coverage information — Call
Hollingbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager.
CEdar 2-7777
reaching a market that's reaching
HK
316,000 watts
Equipped for network color
new importance!
• 251,970 TV HOMES (in the wthi-tv viewing area)
• CBS, NBC, & ABC TELEVISION NETWORKS
TERRE HAUTE, INDIANA
BOLLING CO.. NEW YORK CHICAGO,
LOS ANGELES, SAN FRANCISCO, BOSTON
WTHI-TV
and RADIO, too!
T. M - — CBS-TV
Published every Monday, with Yearbook Numbers (53rd and 54th issues* published in January and Julv bv Bso\DCASTrvc Publications. Inc.. 1735
DeSales St.. N.W.. Washington 6. D. C. Entered as second class matter March 14. 1933. at Post Office at Washington. D. C, under act of March 3. 1879.
ONE
i
KRLD-TV
CONSISTENTLY PRESENTS ALL OR NEARLY ALL
OF THE TOP 15 ONCE-A-WEEK SHOWS IN THE
DALLAS METROPOLITAN AREA.
LATEST PUBLISHED PULSE REPORTS
KRLD-TV
DOMINATES THE COMBINED TV AUDIENCES OF
DALLAS AND FORT WORTH METROPOLITAN AREAS
LATEST PUBLISHED PULSE REPORTS
TWO
THREE
KRLD-TV
COVERS MORE AREA THAN ANY OTHER TV
STATION IN TEXAS
I
KRLD-TV, Channel 4, telecasting with max-
imum power from atop Texas' tallest tower is
the television service of The Dallas Times
Herald, owners and operators of KRLD Radio,
the only 50,000 watt full-time radio station
in Dallas-Fort Worth. The Branham Company,
national representatives.
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
HERALD SQUARE, DALLAS 2
FROM DATA BY LOHNES & CULVER, WASHINGTON, D.C.
KRLD-TV
CBS TV FOR DALLAS-FT. WORTH
the biggest buy
in the biggest market
in the biggest state
Page 4 • April 22, 1957
Broadcasting • Telecasting
closed circuit:
ACID TEST • Despite top secrecy sur-
rounding it. few more details are now-
known about Radio Advertising Bureau's
ambitious plan to put radio to its toughest
test. As meagerly described by Kevin
Sweeney, RAB president, during presenta-
tion at NARTB convention, plan is for es-
tablished manufacturer, working under
RAB guidance and using radio as only
advertising vehicle, to introduce product to
new market where 11 competing brands
already are entrenched.
B»T
IT CAN now be said that RAB's test prod-
uct will be in grocery field and that locale
of test will be major market. RAB has
already gathered marketing histories of
competing brands, and actual invasion of
new brand will begin soon. If RAB suc-
ceeds in establishing new brand on com-
petitive footing, with radio as sole adver-
tising medium, it will have most persua-
sive and complete sales story yet devel-
oped for radio.
BtT
ANTITRUST ACTIONS • With filing of
five more antitrust suits against film dis-
tributors (see page 27). plus complaint
against Loew's Inc. last month. Justice
Dept. has reportedly finished with cam-
paign against block-booking of feature
films. Six defendants include all distribu-
tors of major feature film libraries.
BtT
SHOULD Justice Dept. prevail in antitrust
suits against feature film distributors, there
may be rash of private treble damage anti-
trust suits by tv stations. At least that's
usual result whenever government moves
against companies on antitrust charges and
wins. Where consent decree is signed, pri-
vate suit appellant has to prove violations;
where company is found guilty of viola-
tions by court or jury, that's considered
prima facie case for private litigants.
B»T
MOTOR MONEY • General Motors will
be big customer of radio and television
next season to judge by activities of three
of its auto divisions last week. Big plum,
about to fall, is Pontiac account. To be
placed through MacManus, John &
Adams, New York, is S5 million of Pon-
tiac money earmarked for radio and tv
spots plus network spectaculars.
B»T
TWO other GM divisions have reached
signing stage on network tv. Oldsmobile.
through D. P. Brother. Detroit, reportedly
pill place order with NBC-TV for eight
hour-long shows next season, two starring
Dean Martin and six starring Jerry Lewis,
in addition to next presentation of Acade-
my of Television Arts and Sciences awards.
Dates and times are to be worked out. And
Buick. through Kudner Agency, New
York, is expected to sign for alternate
weeks of Wells Fargo Monday nights on
NBC-TV next fall.
BtT
TOLL GATE CLOSING? As if there
weren't enough hurdles before FCC in
trying to decide what to do with subscrip-
tion tv, another is said to be in making:
Rep. Emanuel Celler (D-N. Y.) has bill
in hopper to prohibit charging of fee for
viewing telecast in home (HR 586). Pro-
tocol-minded New Yorker is said to be
privately unhappy over fact Commission is
even thinking of permitting pay tv sets
pending hearing on his bill. As of Friday,
House Commerce Committee had sched-
uled no date for hearing.
B»T
/. /. (JIM) MEYERSON has resigned as
general manager of WITI-TV White Fish
Bay (Milwaukee) after one year. He has
not announced his plans. He was formerly
with Oklahoma Publishing Co. stations and
for two years prior to joining ch. 6 opera-
tion in Milwaukee had been New York
radio-tv representative for Time Inc. sta-
tions.
B»T
PROMISING SEASON • Though most
are slow to say how much, tv networks are
ahead of themselves in selling for fall.
NBC-TV officials report privately that
they're more than two months ahead on
evening time compared to last year, and
they predict they'll soon reach $100 mil-
lion mark and by June will have fall sched-
ule's evening time sold out. CBS-TV's
track record is also better this year, though
officials are reluctant to discuss details.
Said one: "CBS-TV is never sold out; we
always have something to sell on the net-
work." ABC-TV also is running ahead
but, like CBS-TV, is hesitant to talk about
it, pointing out that "we're too busy sell-
ing to take time to count up."
B»T
IT WON'T happen before NARTB's June
board meeting, but commitment has al-
ready been made by Robert L. Heald, as-
sociation's chief attorney, to join Spearman
& Roberson, Washington law firm, as part-
ner. Mr. Heald. who joined NARTB in
summer of 1955, previously was with
Welch, Mott & Morgan law firm.
B»T
NO SALE • Rash of interest that broke
out with disclosure that Kansas City Star
Co.'s WDAF-AM-TV Kansas City are
available for sale [B«T, April 8] was still
prevalent last week but there was no in-
dication that any negotiations, or discus-
sions, had come close to hand-shaking
point. Sources close to discussions doubted
any conclusive decisions would be reached
immediately. Price being talked for ch. 4
WDAF-TV and 5 kw WDAF (610 kc).
both pioneer outlets and both NBC-affil-
iated, is "in excess of $10 million."
B«T
IN LINE with plans to expand into vari-
ous phases of electronics equipment busi-
ness, Ampex Corp., Redwood City, Calif.,
understood to be negotiating for purchase
of ORRadio Industries, Opelika, Ala.,
manufacturers of "Irish" magnetic tape.
Ampex said to be interested in ORRadio
because of latter's developmental work in
video tape and tape in instrumentation
(guided missile) field (At Deadline, page
7).
B»T
FAMILY FEUD? Radio stations in San
Diego, California's southernmost city, pre-
sumably will feel most keenly competition
for audience and sales of XECA Tia Jua-
na, Mexico, when power increase from 5
kw to 50 kw and directional antenna inten-
sify XECA's Southern California coverage.
San Diego stations include KFMB, 39%
owned by Helen Alvarez, whose brothers.
James and Robert Harmon, are among
organizers of California Broadcasters
Corp., which is underwriting cost of
XECA's new equipment and will act as
station's U. S. sales agent (see page 106).
B«T
ONE hangover from Chicago NARTB
convention was caused by mixing of man-
agement and engineering conventions in
same hotel. Number of management dele-
gates complained to association staff that
they couldn't get in banquet and lunches
addressed by FCC Chairman George C.
McConnaughey and NARTB President
Harold E. Fellows because engineering
delegates were present and ticket supply
ran out. Proposed solution — complete sep-
aration of two conferences with possible
exception of FCC roundtable.
B»T
THE WORD SPREADS • National Radio
Week, it appears, should be re-named In-
ternational Radio Week. NARTB has just
learned that Canadian Assn. of Radio &
Television Broadcasters plans dominion-
wide participation in May 5-11 event.
Dominion group has special problem in
preparing kits for station-advertiser-agency
participation based on fact that country has
two official languages and must have
French and English versions.
B»T
FCC CHAIRMAN McConnaughey spent
long weekend at home in Columbus, Ohio,
leaving Thursday afternoon and due to
return tomorrow (Tuesday) afternoon. It's
felt that on his return, or within week or
two thereafter, Chairman would be in posi-
tion to announce future plans — whether to
accept to reappointment to FCC, which he
says he has been offered, or to decline in
favor of opening own legal office in Wash-
ington and Columbus.
Broadcasting • Telecasting
April 22, 1957 • Page 5
All-new surveys show it again!
When the kids go away . . .
Kansas City radios stay . . . with WHB!
Let's look between 9 a. m, and 4 p. m. Monday through
Friday — and see what happens to Kansas City radio listening
when "all those teen-agers" are at school. WHB
continues its domination! According to every major
survey, every one of the 140 quarter-hours from 9 to 4
belongs overwhelmingly to WHB. This, mind you, when there
are no teen-agers available. No wonder WHB carries
regular schedules for virtually every major Kansas City
food chain — including A & P, Milgrams, Thriftway,
A & G, Wolferman's and Kroger. Let the Blair man tell you
WHB's dramatic 9 to 4 story. Or, talk to General Manager
George W. Armstrong. And while you're at it, get the
whole day and night picture!
WHB
10,000 watts, 710 kc.
KANSAS CITY
WHB— FIRST 140 OUT OF 140
QUARTER-HOURS BETWEEN 9
AND 4!
AREA NIELSEN. WHB in first
place 140 out of 140 quarter-hours.
HOOPER. WHB in first place 140 out
of 140 quarter-hours.
PULSE. WHB in first place 140 out of
140 quarter-hours.
WHB's share of Area Nielsen Total Station
Audience: 46%.
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
April 22, 1957 Broadcasting • Telec asting
at deadline
Smith New C&H President
In Top-Echelon Realignment
ELEVATION of Paul R. Smith from vice presi-
dent and creative director to presidency of
Calkins & Holden. N. Y.. being announced to-
day (Monday) by agency which has been without
president since Harold L. McClinton left last
month to join Charles Dallas Reach in Reach.
McClinton & Co. [At Deadline. March 18].
At same time, Board Chairman J. Sherwood
Smith and directors named Merlin E. (Mike)
Carlock vice chairman of board. Other realign-
ments: J. Blan Van Urk, vice president and
chairman of plans board, to executive vice pres-
ident and administrative director: William C.
Pank. to senior vice president, and Frederick E.
Baker, head of Frederick E. Baker & Assoc..
C&H's Seattle affiliate, to board of directors.
Chairman Smith also used occasion of person-
nel shift to make statement concerning loss of
S6 million Prudential Insurance Co. of America
account to RMcC&Co. [B«T, March 25]. "It is
unfortunate." he said, ''that Prudential became
the fulcrum of a dispute over agency ownership
in which the present management unanimously
refused to yield, though we were perfectly aware
that our refusal involved the probable loss of
the account."
Ampex, ORRadio in Tape Project
AMPEX CORP., Redwood City. Calif., and
ORRadio Industries. Opelika. Ala., discussing
joint efforts of their research and engineering
departments in development and subsequent
production of "highest possible quality mag-
netic recording tape, to be premium-priced and
directed primarily toward video, computor and
instrumentation uses." according to Ampex
President George I. Long and ORRadio Pres-
ident J. Herbert Orr. Financial arrangements
still under discussion.
RCA Victor Accelerates Buying
RCA VICTOR for portable and transistor ra-
dios reports step-up in tv and network radio
along with print media schedules in advertising
campaign for second quarter. Increase in tv will
encompass spots demonstrating non-breakable
receiver cases (on Perry Como Show. Producer's
Showcase and Saturday Night Color Carnival.
all NBC-TV). Saturation of 87 spot announce-
ments slated for NBC Radio's Monitor running
throuah June.
Schlinkert, Bevington Slated
To Head WBRC-AM-TV
EXECUTIVE APPOINTMENTS for WBRC-
AM-TV Birmingham. Ala. reported Friday by
Hulbert Taft Jr., president. Radio Cincinnati
Inc.. are Robert T. Schlinkert to WBRC-TV as
general manager, and Richard L. Bevington to
WBRC as general manager. Both appointments
will become effective with FCC approval of
Radio Cincinnati's April 4 purchase of stations
from Storer Broadcasting Co. for 56,350.000.
Mr. Schlinkert. assistant general manager and
general sales manager, WKRC-TV Cincinnati,
joined station as sales manager in December
1951 after three years as sales manager of
WWJ-TV Detroit. Mr. Bevington joined
WKRC's sales staff in November 1954.
ABC-TV Promises to Offset
First Quarter Earnings Decline
"EVERY EFFORT" being made at ABC-TV to
improve sales for second six months of year,
Leonard H. Goldenson. president. American
Broadcasting-Paramount Theatres Inc., reported
to stockholders over weekend.
He noted that AB-PT's decline in earnings for
this year's first quarter as compared to that
period last year ($1,743,000 net operating profit
compared to S2. 570. 000) primarily stemmed
from "disappointing" tv network sales during
last year's "selling period." Mr. Goldenson
predicted "a measure of improvement" would
be made with new Mike Wallace program, spon-
sored by Philip Morris, and Telephone Time by
American Telephone & Telegraph Co. which
start on ABC-TV this month. Programming and
sales have shown progress, he said.
KGHL Ch. 8 Grant Finalized;
KOOK-TV's Protest Denied
FCC Friday announced decision affirming its
November 1955 grant of ch. 8 Billings. Mont.,
to KGHL. and denying protest of ch. 2 KOOK-
TV Billings. KOOK-TV claimed Billings unable
to support two tv stations, but Commission re-
fused to consider economic effects in light of
Camden. Ark., ruling that it did not have power
to judge economics [B«T, March 29]. Instead
Commission found KGHL financially qualified,
reinstated grant and made it effective immedi-
ately. KGHL-TV will be affiliated with NBC.
Court Weighs KULA Plea
APPEALS court in Washington considering
plea for stay against December 1956 grant of
ch. 13 to Kaiser Hawaiian Village. Honolulu.
T. H.. following argument Thursday before
Circuit Judges Wilbur K. Miller. Charles Fahy
and David L. Bazelon. Appeal brought by
KULA-TV Honolulu, following FCC refusal to
accept economic protest last month. Protest on
same grounds against am grant to Kaiser sched-
uled for oral argument today (Monday).
Chertok Signs With NBC-TV
JACK CHERTOK. head of own tv production
firm in Hollywood, has signed with NBC-TV
giving network exclusive call on his video serv-
ices for next two years, except for Publicity
Girl series he is making for ABC-TV.
• BUSINESS BRIEFLY
Late-breaking items about broadcast busi-
ness: for earlier news, see Advertisers
& Agencies, page 29.
PONTIAC BUYS IRISH • General Motors
Corp. (Pontiac Div.). Detroit, to sponsor 11-
game football schedule of Notre Dame U.. plus
one other game still unselected. on MBS. start-
ing Sept. 28. GM reported investing about
SI 90.000 gross for sponsorship. Agency: Mac-
Manus, John & Adams. Bloomfield Hills. Mich.
COFFEE BREAKS • General Foods, (regular
Maxwell House coffee), N. Y., planning tv spot
announcement campaign starting in May in
nearly 100 major markets. Benton & Bowles.
N. Y.. is agency.
SPOT LINE-UP • Mail Pouch Tobacco Co..
Wheeling. W. Va.. is lining up sizable block of
radio stations for 20-week early morning spot
announcement campaign in New York, Pennsyl-
vania. West Virginia, and Indiana, starting May
13. Agency: Charles W. Hoyt Co., N. Y.
SURVEYING THE FIELD • Aluminium Ltd.
of Canada, through J. Walter Thompson Co.,
N. Y.. though still considering going back with
Omnibus if show returns to air, is also under-
stood to be looking at other prestige public serv-
ice programs, such as Seven Lively Arts. Meet
The Press, and Press Conference.
OPERATION MAYTTME • Ceribelli & Co.
( Brioschi anti-acid). Fairlawn, N. J., launching
four-week radio spot announcement campaign
beginning May 3 on WNEW New York. WCAE
Pittsburgh. WHDH Boston. WPEN Philadelphia
and WAVZ New Haven. Agency: MacManus.
John & Adams, N. Y.
ON PLANNEMG BOARD • George W. Luft
Co. (Tangee beauty preparations). Long Island
City. N. Y.. whose advertising account was re-
cently acquired by Calkins & Holden. N. Y..
from Warwick & Legler, N. Y.. is in process of
planning radio spot campaign in unspecified
number of markets.
KANE' LINEUP EXPANDED • Anheuser-
Busch Inc. (Busch Bavarian beer). St. Louis,
recently signed to sponsor Ziv Television's New
Adventures of Martin Kane half-hour film series
in seven markets, reported to have added five
new cities and planning to expand further lineup
of stations on series. Agency: Gardner Adv..
St. Louis.
BUYS EVEN MORE • General Foods Corp.
(Jello-O instant pudding) signed for nine new
segments weekly on ABC Radio's Mon.-Fri.
morning schedule. Included are three segment?
of Breakfast Club (9-10 a.m.): two of My Trite
Story (10-10:30 a.m.). two of When A Girl
Marries (10:30-10:45 a.m.) and two of Whis-
pering Streets (10:45-11 a.m.), all starting May
15. Young & Rubicam. N. Y., is agency. These
are in addition to GF's sponsorship previously
announced of segments in Breakfast Club for
Kool-Aid (Foote. Cone & Belding). Post Cereals
(Benton & Bowles) and La France and Calu-
met (Young & Rubicam).
FAST SERVICE TO CHRYSLER
POINTING up speed and flexibility of
network radio operations, NBC ar-
ranged schedule of spot announcements
on its Monitor weekend service for
Chrysler Corp. on several hour's notice.
Chrysler decided to buy 10 one-minute
announcements for past weekend after
its stock cars placed one-two-three in
Socony "Economy Run" Thursday. NBC
Radio used closed-circuit to clear time
with affiliates later that day and had ar-
ranged schedule to start last Friday.
Agency: McCann-Erickson. Detroit.
Broadcasting • Telecasting
April 22. 1957 • Page 7
WOW-TV Omaha
FOR WINNING
Third PEABODY Honor!
1940 Citation for Polio
Fund Drive.
1946 "Operation Big
Muddy."
1956 "Regimented Rain-
drops"— soil-water con-
servation."
THE YEAR'S
MOST COVETED
PUBLIC SERVICE
AWARD
it
The entire Meredith Radio-TV Family
congratulates WOW Radio and WOW-TV for
winning the 1956 Peabody Public Service Award.
Your TV film and Radio Program Series —
"Regimented Raindrops" was a vital story,
masterfully presented!
WHEN Syracuse — WHEN-TV
KPHO ~~ phoenix — KPHO-TV
KCMO ™- KCMO-TV
* Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 8 • April 22, 1597
Broadcasting • Telecasting
PEOPLE
at deadline
CNP Integrates Three Functions,
Names Perles Promotion Head
CALIFORNIA National Productions, NBC
subsidiary, makes further expansion this week
by integrating advertising, promotion and press
activities with Arthur Perles named director of
promotion. Reporting to Mr. Perles will be
Norman Ginsburg, manager of promotion and
advertising; Jack Orr, manager of press and
publicity, and Warren Steibel, exploitation.
CNP also has added Bob Cuniff, tv columnist
and magazine writer, as press representative of
NBC Opera Company for its second annual
tour. During week, Gerald Adler of NBC was
named European program director (see story,
page 50). CNP now syndicating Silent Service,
tv series, and has slated two other film series
for production and syndication this year. Mr.
Perles, with CBS for more than 15 years, was
appointed director of press and publicity at
CNP in February.
Oregon Broadcast Conference
Slates April 28-30 Agenda
THIRD annual Oregon Broadcasting Confer-
ence, co-sponsored by Oregon State Broadcast-
ers Assn. and U. of Oregon School of Journal-
ism and Dept. of Speech, will be held in Eugene,
April 28-30 with more than 200 broadcasters
expected to attend. Monday's session will be
devoted to BMI program clinic (see story page
66 ) . Conference chairman is Charles S. Schulda,
KERG Eugene. Main speakers include Carl
Haverlin, BMI president; Payson Hall, director
of radio-tv, Meredith Pub. Co.; Maurice
Webster, sales manager, KNX Los Angeles and
Columbia Pacific Radio Network; Marion
Templeman, program director, KWPC Musca-
tine, Iowa; Virgil Sharpe, vice president-gen-
eral manager, KOWH Omaha; J. Frank Jarman,
vice president-general manager, WDNC Dur-
ham, N. C; Charles H. Tower, manager of
employe-employer relations, NARTB; William
Perry, radio and tv director, Pacific Coast Con-
ference, San Francisco; George Lindman, San
Francisco manager, George P. Hollingbery Co.
Paramount Buys Dot Records
ARRANGEMENT to acquire Dot Records Inc.
has been consummated by Paramount Pictures
Corp., Paramount President Barney Balaban
announcing today (Monday). Dot stockholders
receive 54,000 shares of Paramount common
stock. Randy Wood, who continues as Dot Rec-
ords' president and becomes Paramount vice
president, said record company will expand
in single record market and rapidly enlarge
album department. He added Dot Records ex-
pects $6.8 million gross for fiscal year ending
April 30 with $1.1 million pre-tax earnings.
Foreign Tongue Group Chartered
INTERNATIONAL Alliance of Theatrical
Stage Employes announced Friday that Local
Union Charter 867 has been issued to Society
of Language Specialists, New York group com-
posed of translators, dubbers, narrators, com-
mentators, program directors and news editors
in foreign language field. IATSE said that new
members are employed chiefly by radio sta-
tions and export subsidiaries of major film dis-
tributors. Contract talks with employers ex-
pected to be launched shortly by IATSE.
Broadcasting • Telecasting
IT COSTS MORE
LICENSE fees to own radio and tv sets
have been increased from $8.40 to $1 1.20,
British government announced Friday.
Official figures show one movie house in
25 closed last year, with blame placed on
tv viewing. To help theatres and movies
in fight against tv, government last week
abolished 33Vi% tax on tickets for live
theatre shows and reduced tax on movie
tickets. Government found movie attend-
ance dropped 7% in year, continuing
downward trend.
Am Sales Announced Friday:
WEGO Concord, KWIL Albany
SALE of WEGO Concord, N. C, by A. W. and
Elizabeth Huckle and associates (Concord Tri-
bune) to Robert T. Hilker for $102,000 an-
nounced Friday. Station is on 1420 kc with 1
kw daytime. Mr. Hilker owns WCGC Belmont,
N. C, recently sold WFPD Darlington, S. C.
Transaction handled by Blackburn & Co.
KWIL Albany, Ore., sold by Ralph R.
Cronise and associates (Albany Democrat-
Herald) to Larry Gordon for $80,000. Station
is 1 kw on 790 kc. Mr. Gordon is general man-
ager, KWIN Ashland, Ore. Financing was ar-
ranged by Blackburn & Co.
Both transactions subject to usual FCC ap-
proval.
Newspaper Ads Up 6.1%
NATIONAL advertisers invested $737,996,000
in newspapers last year, American Newspaper
Publishers Assn.'s Bureau of Advertising re-
ported Friday, claiming total to be record and
6.1% increase over record 1955. Data was com-
piled for bureau by Media Records Inc. Gro-
ceries was largest category, automotive second,
while radio and tv (newspaper advertising by
set makers, networks and stations) was up
16.7% over last year.
GB&B Takes N. Y. Quarters
GUILD, BASCOM & BONFIGLI, San Fran-
cisco agency, has taken temporary offices at
1 1 1 East 56th St., New York, telephone Eldo-
rado 5-7785. Reggie Schuebel, director of net-
work relations (see story page 40) is head of
agency's New York office.
UPCOMING
April 22: United Press Broadcasters of
Conn., Hotel Statler, Hartford.
April 22: Connecticut Broadcasters Assn.,
Hartford, Conn.
April 25-27: Annual meeting of the Ameri-
can Assn. of Advertising Agencies, the
Greenbrier, White Sulphur Springs, W.
Va.
April 25-27: Western States Advertising
Agencies Assn., annual conference, Oasis
and Desert Inn Hotels, Palm Springs.
April 25-27: New Mexico Broadcasters
Assn., Deming.
April 25-28: Annual convention, American
Women in Radio & Television, Chase
Park -Plaza Hotel, St. Louis.
April 26: United Press Broadcasters of
Mississippi, Buena Vista Hotel, Biloxi.
For other Upcomings see page 128
PHIL HILLMAN, account executive, Roy S.
Durstine Inc., S. F., named director of sales
promotion and advertising, KNX Los Angeles,
and Columbia Pacific Radio Network, effective
today (Monday).
HAAN TYLER, formerly western division
manager, Guild Films, appointed west coast
representative for Cinema- Vue Corp., N. Y.
TED ROYCE, continuity director, WPAC
Patchogue, N. Y., to WKIT Garden City, N. Y,.
in same position. JOHN FROGGE to WKIT as
news director and analyst.
Buckley Seeks FCC Approval
For Purchase of Storz's KOWH
APPROVAL of FCC was sought Friday by
National Weekly Inc. for its purchase of
KOWH Omaha from Todd Storz for $822,500
[B»T. April 1].
National Weekly, which publishes National
Review weekly news magazine, is 100% owned
by William F. Buckley Jr. He formerly was
associated with American Mercury and is au-
thor of God and Man at Yale. Chairman of the
board of National Weekly is Al Brent Bozell,
son of the founder of Bozell & Jacobs adver-
tising agency.
Mr. Storz's Mid-Continent Broadcasting Co.
also owns WDGY Minneapolis, WHB Kansas
City, WTIX New Orleans and WQAM Miami.
As part of sales contract, Mr. Storz will be paid
$500 per year for six years not to enter broad-
casting within 100 miles of Omaha. Mid-Con-
tinent balance sheet for Feb. 28, including all
Storz stations, listed surplus of $1,271,557, cur-
rent assets $804,339, total assets $2,474,474
and current liabilities $674,116.
National Weekly has lost money since its
formation in fall of 1955 and had deficit of
$350,467 on Dec. 31, 1956, according to ap-
plication. Mr. Buckley said there would be no
change in present personnel of station. Virgil
Sharpe is general manager of daytimer KOWH
on 660 kc with 500 w.
Support for Radio Week
Growing on All Fronts
SEVERAL thousand civic, farm, fraternal and
religious groups will support National Radio
Week May 5-11, including Red Cross chapters,
4-H Clubs, Future Farmers, Elks, Boy Scouts,
Optimists and many others, according to four
national co-sponsors of event. Observance is
sponsored by NARTB, Radio-Electronics-Tv
Mfrs. Assn., National Appliance & Radio-Tv
Dealers Assn. and Radio Advertising Bureau.
National radio networks are planning in-
tensive programming based on industry's pro-
motional event, according to Joseph M. Sitrick,
coordinating NARTB's participation. New fea-
tures this year include talks by members of
Congress over stations in their areas. Top RAB
executives will tour nation to make speeches.
Von Brunn, Wilson to Speak
NINTH International Advertising Convention,
set by International Advertising Assn. for May
2-3 at Hotel Roosevelt in New York, will fea-
ture talk by James Von Brunn, tv department of
McCann-Erickson Corp. (International) on cur-
rent progress in tv and radio advertising the
world over. Mr. Von Brunn will show selected
film clips from foreign tv stations. Also on pro-
gram is an address by Charles E. Wilson, former
General Electric president and now with State
Dept. "Man of The Year" award in interna-
tional advertising will be presented at luncheon
on May 2.
- April 22, 1957 • Page 9
file week in brief
FIVE MORE FACE ANTITRUST
Block-booking of films charged Asso-
ciated Artists, C&C, NT A, Screen
Gems, United Artists. Hansen indi-
cates other actions in tv pend .... 27
P&G STILL KINGFISH
Firm's gross time expenditures in Jan-
nary went over the $4 million mark.
Using PIB figures, B*T makes its
monthly reports on network buys and
buyers 30
RADIO'S MUSCLES FLEXED
Changes in economic conditions make
radio a better buy than ever, CBS
Radio Spot Sales' Allison tells Cin-
cinnati advertising group 36
SDX HONORS EIGHT
National journalistic fraternity confers
annual awards in radio and television
44
CBS DOMINATES PEABODYS
Annual awards include five for CBS,
two for ABC, and one for NBC, with
MBS sharing another with NBC.
WNYC turns up with two winners 46
HOW FILMS ARE FARING
B»T again reports ARB findings on
which of the syndicated shows earned
top ratings in 10 major markets 54
TIME INC. PURCHASE APPROVED
Buy of three am-tv properties from
Bitner tops list of FCC authorizations
last week. In all, station transfers
amount to $18.5 million 56
THE DAYTIMERS' COMPLAINTS
FCC will face more questions at Sen-
ate subcommittee hearing April 29-30.
Clear Channel Broadcasting Service,
small independent operators and possi-
bly State Dept slated to appear 56
BMI CLINICS READY TO GO
First two start next Saturday. Total
of 40 slated in cities over the nation
between April 27 and June 21 66
CBS INC. RECORD BOUND
Annual stockholders meeting told pro-
fits already 8% above '56 pace. Vhf
station expansion plans, report on re-
cent CBS Radio rate changes also dis-
cussed 101
CUT NIGHT RADIO RATES
That's proposal of Edward Petry &
Co., pioneer representation firm which
terms it as fact-facing and a better
sales policy in the long run 103
STORER SPLITS AM, TV
Separate divisions to start May 1. Rine
will head radio; George Storer Jr. to
be television chief 104
A DECAL ON THE DOOR
RCA Thesaurus reports overwhelm-
ing success for modest-budget retailers
with its 'Shop at The Store With the
Mike on The Door' 118
LOUISVILLE LIKED IT
W A VE waves healthy Pulse ratings
to prove how successful its local-ver-
sion of 'Monitor' has been 122
departments
Advertisers & Agencies 29
At Deadline 7
Awards 44
Closed Circuit 5
Colorcasting 37
Editorial 134
Education 117
Film 50
For the Record 125
Government
56
In Public Interest .
116
In Review
12
International ....
114
Lead Story
27
Manufacturing
101
Milestones
24
Networks
95
On All Accounts
22
Open Mike
16
Our Respects ... 20
Personnel Relations 64
Playback 115
Program Services 66
Programs& Promotions 1 1 8
Ratings 38
Stations .103
Trade Assns 98
Upcoming 1 28
Broadcasting Publications Inc.
Sol Taishoft Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash
Secretary
B. T. Taishoff Irving C. Miller
Treasurer Comptroller
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
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Page 10 • April 22, 1957
Broadcasting • Telecasting
The Quadrangle in Fort Sam Houston
represents Sari Antonio as the center
of the nation's largest concentration
of permanent army and air force in-
stallations. The combined military pay-
roll is over $250,000,000.00 annually.
ftp
ONLY ONE LEADER.
KENS-TV
KENS-TV
EXPRESS -NEWS STATION
SAN ANTONIO, TEXAS
REPRESENTED BY PETERS, GRIFFIN, WOODWARD, INC.
'See the latest — ARB, PULSE, R0RABAUGH
San Francisco — highest rated
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2/57) outrating George Gobel,
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Theatre, etc.
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IN REVIEW
SALUTE TO BASEBALL
THE WEDDING on a Saturday in spring
of professional baseball and professional
tv show business in 90 minutes network time
left a reflection of people and associations
sometime new, sometime old and sometime
blue. That was "Salute to Baseball,*' the
April 13 show on NBC-TV's Saturday Color
Carnival.
Newness shone in Gene Kelly's efferves-
cence— either he has neglected tv or vice
versa; in the program's gay song and dance
numbers, and the monosyllabic deliveries
of the baseball heroes.
The seasoned old was in Stan Musial.
Pee Wee Reese, Billy Pierce, Joe DiMaggio,
Eddie Yost and a host of other baseball
stars. And there probably were blue remind-
ers to the aging viewers themselves when
they saw such ancients as Lefty Grove,
Jimmy Foxx, Pie Traynor, Gabby Hartnett
et al.
The contrast was made more startling in
the film flashbacks of stars such as Bob
Feller, on the diamond and at the height
of their careers.
Though for the hard-bitten baseball fan
the self-styled and syrupy Saturday Color
Carnival on baseball was a bit too sweet,
it had its kicks too: For example, in a run-
down of players and teams, Janis Paige,
who we assume misread the prompter,
moved the Pirates from Pittsburgh to Phil-
adelphia. If one remembers that the Ath-
letics now are in Kansas City, this can be
real muddling for the younger than Little
League class.
Some of the sketches were all right in
their place but lacked originality. Comic
Frank Fontaine satirized as the "rookie of
the year" and showed that he does all his
lowbrow impressions in the same way, be
it a blockhead baseball player or a punchy
fighter. Comedian Ed Gardner in his bit
proved he is typed, be it tavern or club-
house.
An interview by sportscaster Mel Allen
of the "dream outfield" — Ted Williams, Joe
DiMaggio and Stan Musial — seemed con-
trived and strained.
Ball fans among the viewers, however,
got their reward of unadulterated baseball
on television in the past week, starting with
last Monday's opener at Griffith Stadium.
Production costs: Approximately $100,000.
Sponsored by Oldsmobile Div. of General
Motors Corp., through D. P. Brother Co.,
RCA and Whirlpool Corp., both through
Kenyon & Eckhardt, colorcast on NBC-
TV Sat.. April 13, 9-10:30 p.m. EST.
Executive producer: Barry Wood: producer:
joe Cates; director: Barry Shear; associate
producer-special composer: Ervin Drake;
writers: Ray Allen, Harvey Bullock; su-
pervisor for baseball: Frank Slocum;
music director: Harry Sosnick; choral
director: Earl Rogers; choreographer:
Bob Herget; announcer: Don Pardo.
Cast: Gene Kelly, host, Johnny Antonelli,
Ernie Banks, Joe DiMaggio, Bob Friend,
Lefty Grove, Gabby Hartnett, George
Kell, Ted Kluszewski, Harvey Kuenn,
Don Larsen, Mickey Mantle, Ed Ma-
thews, Stan Musial, Don Newcombe,
Billy Pierce, Pee Wee Reese, Robin
Roberts, Herb Score, Harry Simpson, Pie
Traynor, Ted Williams, Eddie Yost and
Baseball Commissioner Ford C. Frick.
Guest Stars: Janis Paige, Tony Bennett,
Paul Winchell & Jerry Mahoney, Ed
Gardner, Robert Alda, Bill Hayes, Happy
Felt on, Mel Allen, Frank Fontaine, Pat
Marshall and Robert Strauss.
BASEBALL SPORTACULAR— 1957
BASEBALL fans who heard this special
presentation offered on the eve of the base-
ball season opening were treated to a highly-
informative 55 minutes of diamond talk that
went beyond the usual "puff" interviews that
beset radio and television.
Howard Cosell is to be commended for
his intelligent questioning of the baseball
personalities likely to make the headlines in
1957. He evoked answers that contrasted
refreshingly with the usual "we-will-win-this-
year-with-a-team-that-looks-great" responses.
More than 60 baseball figures were ques-
tioned by Mr. Cosell this spring. By scrup-
ulous editing of the wealth of material, Mr.
Cosell and his associates presented a well-
rounded program. It included forecasts by
club managers and officials, plus human in-
terest anecdotes about many of the leading
players and a glimpse into behind-the-scenes
talk that makes conversation during the
"hot-stove" league.
Mr. Cosell set out to present a baseball
show and he achieved his objective — with-
out gimmicks and fanfare.
Estimated Production Costs: $3,000
Presented sustaining on ABC Radio, Sun..
April 14, 6:30-7:25 p.m. EST
Emcee: Howard Cosell
Co-Producers: Mr. Cosell, Ed Silverman
Director: Tom Shea
SEEN & HEARD
A recent trend in radio commercials is to
adapt a popular song. The current spot
campaign for Florists Telegraph Delivery
offers a chance to turn the tables: Its mel-
ody is so catching as to deserve popular
lyrics, and its commercial lyrics are attrac-
tive enough that it should peddle a pile of
posies. Commercials don't often compete
in entertainment value with the program-
ming in which they appear. This one does.
BOOKS
TELEVISION RECEIVING EQUIPMENT,
fourth edition, by W. T. Cocking. Iliffe &
Sons Ltd., London and Philosophical Li-
brary, New York. 454 pp. $15.
THE AUTHOR has completely rewritten
three-fourths of Television Receiving Equip-
ment in this fourth edition. Among the sub-
jects thoroughly treated are band III recep-
tion, increasing problems of attaining free-
dom from interference combined with high
definition, and automatic gain control sys-
tems.
Magnetic deflection has been expanded to
five chapters and synchronizing methods are
discussed including flywheel sync.
Page 12 • April 22, 1957
Broadcasting • Telecasting
KRON is WinSF
S. F CHRONICLE • NBC AFFILIATE - CHANNEL 4- PETERS. GRI FFI N , WOODWARD
Broadcasting • Telecasting
April 22, 1957 • Page 1
There's more to Florida !
To be sure, living is easy. . . so easy that 6.300.000 visitors /lock to Florida
annually. More important, during 1956 2,800 new families a week moved
here to live. Keeping pace, 287 new industrial plants set up shop in the
first nine months oj the year alone.
There's Jacksonville, for instance
. . . hub of a ■? 1,660,000, 000 market where population has increased 250' ,
faster than the national average . . . where more than 50 stories ofneiv life
insurance buildings have gone up . . . where 600 manufacturing enterprises
pour out products from paper bags to diesel locomotives. As one industrialist"
put it, "I should have moved my plant to Jacksonville much sooner."
and WMBR-TV capsules the market for you. covering
277,000 television families in 67 counties— the equivalent of 35% of all
the tv homes in Florida.*" In the metropolitan Jacksonville area measured
by ARB, powerful WMBR-TV delivers five and a half times the average
total-week audience of its competition!
*Name on request
**NCS #2, updated to 3-137
Channel 4. Jacksonv
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
LOOK at what
A.R.B. for Feb. '57 says
about DAYTIME tv in Youngstown.
OUT OF
137
A
Quarter hours
10 a.m. to 5 p.m
(Monday-Friday)
GO TO WFMJ-TV
Channel 21
NBC's top talent plus WFMJ-TV's
own local-live and film productions
including news — gives the big
Youngstown, Ohio audience com-
plete daytime television entertain-
ment.
AND
To sell this big Ohio market with
its 202,000 tv receivers, it's quite
obvious that WFMJ-TV is every ad-
vertisers best buy daytime ... or
nighttime.
SO
Check with Headley-Reed or call
Mitch Stanley, station manager,
obtain from them the low rates
now in effect for this big selling
market. Some one-minute spots are
still available.
NBC
LOCAL
POWER
TOWER
AUDIENCE
Youngstown's Good Neighbor Station
m
i
OPEN MIKE.
WFMJ
TV
CH.
21
NBC
YOUNGSTOWN, OHIO
Fm Study Echoes: Excelsior!
editor:
Just finished "How Bright a Future For
Fm?" [B«T, April (8] and wish to congratu-
late you on an excellent and up-to-date
article.
This recognition of fm is bound to hap-
pen. I certainly hope that the industry
realizes and will remember that your maga-
zine— of all trade publications — has played
a significant role in bringing fm out into
the open.
Ray Stone
Timebuyer
Maxon Inc.
New York City
EDITOR :
Thanks for squeezing the "young" West-
ern Fm Network into your comprehensive
article on fm. Notice you left it up to Ray
Stone, an old CBS-TV colleague of mine,
to call us "frustrated" . . . please remind
him that all world action stems from same.
Larry Harding
Promotion Director
KNEV (FM) Reno, Nev.
[EDITOR'S NOTE — Mr. Stone's remark on frus-
tration was in his opinion that fm still needs
to break through on a national basis.]
editor:
We agree emphatically with your san-
guine view of fm's future in your April 8
issue.
We have been particularly aware of the
increasing audience of home listeners who
tune in during the hours when our Music
to Buy By is transmitted to supermarket
installations — an audience that has come
to be one of fm's most important daytime
publics.
Your roundup, comprehensive as it was,
omitted mention in the roundup of Philadel-
phia and Chicago markets that WIBG-FM
and WFMF (FM) respectively, broadcast
complete Storecast schedules.
Stanley Joseloff
President
Storecast Corp. of America
New York City
editor:
We were quite impressed with "How
Bright a Future For Fm?" We should like
50 tearsheets for distribution to some of
our prospective clients.
David Lyndon
Manager
WQXT-AM-FM
Palm Beach, Fla.
editor:
Fm story terrific. Wire cost 500
reprints.
Don Wright
CHFI-FM
Toronto, Ont.
editor :
Just finished reading for the third time
your article on fm radio. I hope reprints of
this article will be available. If so, please
send me ten. I have friends who will be
interested.
Paul Schuett
1314 20th Ave.
Longview, Wash.
r EDITOR'S NOTE — Reprints of "How Bright a
Future For Fm?' are available at $15 per 100
copies.]
JWT's Porter Endorsed
editor:
Your April 1 "Seven Reasons Why Ra-
dio Is Back in Agency Favor" rates a seven-
gun salute, primarily for the attitude ex-
pressed by Arthur Porter, of J. Walter
Thompson Co. We consider it almost in
the "radio bible" class and have asked our
sales staff to use the thoughts in their daily
agency contacts.
Mr. Porter seems to underline a basic
fact. We're so close to our medium, or . . .
take its powerful effectiveness too much for
granted, that we can't see this medium in
its proper perspective in today's highly com-
petitive battle for the ad dollar.
Would it be possible to get 50 copies of
this story?
Gus Parmet,
Sales Manager,
WICE Providence, R. I.
Worth Kramer
Vice president-general manager
WJR Detroit
[EDITOR'S NOTE: Reprints are available at
$7.50 per 1.000 copies, $4 for 500 copies, $2 for
100 copies, less than 10 copies, no charge].
Call for WJR Old Timers
editor;
WJR is seeking the present whereabouts of
former personalities and employes who
served the station from 1922 to 1940. We
want to invite them to an old timers' reunion
at the station May 2. The reunion will be
part of the WJR 35th anniversary week cele-
bration, April 28-May 4.
Anyone knowing the present address of
any former WJR-WCX personalities is re-
quested to write WJR, Fisher Bldg., Detroit,
or telephone Norman White, production
manager, at Trinity 5-4440.
Videodex' Rhyme of Vex
We enjoyed the poem by Alice Ross,
Franklin Bruck Adv. [B«T, April 1], "Up
A Tree." Your ode cited every tv rating
service except Videodex. Pages 15 and 39
of that same issue clearly refer to our
service and to exclude it in your poem
would be an extreme effort indeed.
We enclose, in answer to "Up A Tree":
Well informed time buyers of either sex
Are fully aware of Videodex
Whether or not they can make it rhyme
They use it widely for buying time
And this we say so you will know it
Be a timebuyer first, and then a poet
Allan V. Jay
Manager
Videodex Inc.
New York City
Conned — Warns Others
editor:
A warning to radio stations all over the
country: Be on the lookout for a character
who . . . will contract for spots on a special
paint job for $24.50. He will probably op-
Page 16 • April 22, 1957
Broadcasting
Telecasting
TOP RATED SYNDICATED SERIES
presented j by
TELEVISION SUBSIDIARY OF COLUMBIA PICTURES
TOP ATTRACTIONS FOR ADULT, JUVENILE and FAMILY VIEWERS
369
HM-f
HOURS
S1AR WSMW.
PATTI PAGE SHOW
THE BIG PLAYBACK
FOR INFORMATION CONTACT
NEW YORK DETROIT CHICAGO HOLLYWOOD NEW ORLEANS TORONTO
711 Fifth Ave. 709FoxBldg. 230 N. Michigan Ave. 1334 N. Beechwood Dr. 1032 Royal St. 102-108 Peter St
_Ekza-L4432 Woodward 1-3979 Franklvn 2-3696 Hollywood 2-3111 Express 3913 Empire 3-4096
OPEN MIKE
erate from an established garage, renting
space there. He works with a partner.
This pair recently left Flint, leaving be-
hind a tab with two radio stations plus an
unpaid hotel bill. We have reason to be-
lieve they have pulled the same deal in Ohio
and Buffalo.
Marvin Levy, commercial manager of
WFDF Flint has discussed this matter with
me. They too have been "hooded". I have
been to the prosecuting attorney's office
here and have been informed that unless
criminal action is proven, nothing can be
done about it.
Mr. Levy and I have given up any hope
of ever recovering any of this money [ap-
proximately $250] but it would give us a
certain satisfaction to have someone catch
up with him when he pulls it on a station
which has been alerted.
Jerry Gordon
WTAC Flint, Mich.
B»T Was There
editor:
Let me congratulate you on your report
of the Fowler Commission's recommenda-
tions [B«T, April 1]. This is by far and away
the best report I have yet seen and you are
to be congratulated on your quick, clear
grasp of a very complicated report.
And congratulations on your reporting
in the same edition of our annual CARTB
meeting which was just excellent.
T. J. Allard,
Executive Vice President,
Canadian Assn. of Radio &
Television Broadcasters
Ottawa, Out.
editor:
Congratulations and thanks for the accu-
racy of your coverage of our last CARTB
annual meeting. I am sure my views and
sentiments are shared by all those at the
meeting.
J. Arthur Dupont
(CJAD Montreal, Que.),
Member of Board,
Canadian Assn. of Radio &
Television Broadcasters
This Price Is Right
editor:
This writer enjoys your reviews, even
those with which he does not wholly agree.
He is 100% in agreement with your review
of "The Great Sebastians" [B»T, April 8]
and in particular your comparison of the
Lunt school of acting with the nuerotic
variety which, for lack of better name, we
shall call "The Everett Sloan" school.
It's too bad some of our tv magazines of
general circulation cannot have reviews
such as yours. Instead, they commit such
gaucheries as a recent one, when in an-
nouncing the Baron Nathan Rothschild film,
the columnist named Robert Young and
Loretta Young as the featured artists and
competely ignored the fact that the great
George Arliss played the lead.
G. L. Price,
George Logan Productions Inc.,
Malibu, Calif.
ry AND STATE
*OAPc*S
8«-°
ATE OF FIRST BRO/
-GRAM MATERIAL
iERCJAL ANXOU
10NAL INSTRUC
DISCOUNT
El
Page 18 • April 22, 1957
Broadcasting
Telecasting
DATE
ilGi^TOE 10 in America
EXPIRATION DATE
LIVE TALENT
Lioe Service
AGENCY COMMISSION: 1J % of Station time Charge
% of Talent Charge
Alent,
ASSOCIATION Ql<
Sales Offices: New York, Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles, San Francisco
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas - . -
A. C. Nielsen Company
Reports. . .WLW Radio
consistently with one
of the ten largest
audiences among the
more than 2870 Radio
stations in America.
And WLW Radio gives
you the nation's fifth
largest unduplicated
radio audience.
So before you buy
radio time, check
with your WLW Radio
representative. You'll
be glad you did !
0
WLW
WORLD
Crosley Broadcasting Corporation, a division of
Broadcasting • Tblecasting
April 22, 1597 • Page 19
CASE HISTORY-
FINANCIAL
Makes Sweet Music
for Avalon Savings
What do you think when you hear the
familiar strains of "Avalon"? In South-
ern California, they think of (1) roman-
tic Catalina (2) the Catalina radio sta-
tion KBIG (3) Avalon Savings & Loan
Association of Wilmington, California.
KBIG adopted "Avalon" as its identifica-
tion theme at birth 5 years ago. Two
years and 1100 spots ago, Avalon Savings
jumped on the bandwagon by buying
spots immediately following the theme.
Results are a cogent example of how a
small advertiser can use association-of-
ideas to make radio spots pay off hand-
somely.
"We wanted top customer relations and
name-build in the Los Angeles Harbor
section, and we sure have it," writes
Mark H. Fuller, President, Ad-Research
Advertising, Los Angeles. "But abroad —
what a bonus! From San Diego to Santa
Barbara, our client is enjoying real
stature as a progressive organization, at
both customer and commercial levels.
We're told about it, often."
Avalon Savings, an exclusive KBIG
client, typifies a long list of contented
advertisers in Southern California radio.
Your Weed man has the full roster.
JOHN POOLE BROADCASTING CO.
6640 Sunset Blvd.. Los Angeles 28, CallfornI
Telephone: Hollywood 3-310B
Nat. Rep. WEED and Company
OUR RESPECTS
to Robert Daniels Levitt
ROBERT D. LEVITT, whose steady hand is at the wheel of California National
Productions, a wholly-owned NBC subsidiary, gets forward speed by shoving one
gear in reverse.
As the former Hearst executive explains the process, CNP's film syndication op-
eration believes in the production of series for first-run syndication aimed to fill the
needs of local and regional advertisers, with sale to the networks and national adver-
tisers as incidental.
This, Mr. Levitt, president and a director of CNP since last January, only six
months after he joined the company, is the reverse of what many syndicators do. The
making of a pilot, then "shopping" for a customer — a network or a national adver-
tiser— is a short-range effort that, he claims, seeks a quick and profitable sale.
What often happens, he reflects, is that the local or regional advertiser is then of-
fered what in effect is a rejection.
Objective then for California National's syndication activities includes the ignor-
ing of an immediate opportunity for sales; maintenance of a vigorous sales organiza-
tion; long-range goal of a continual flow of quality film with emphasis on service to
the customer, and no "shopping" of a series."
Mr. Levitt is one of the more relaxed and unassuming executives on Fifth Ave.
He manages at the same time to be "all business," lucid and convincing. More so
perhaps, because he is personally sold on television as an advertising medium and as
a cultural force in the U. S.
Son of Brooklyn dentist Israel Levitt and Naomi Rose Daniels — he was born July
10, 1910 — Mr. Levitt went through the public schools of Brooklyn. A brother, Ar-
thur Levitt, is now New York state controller. He took liberal arts at New York U.
and then switched to Rollins College (Florida) where he earned his A.B. in psychol-
ogy in 1931, was on the crew, swimming team and played football. He then studied
at Columbia Law for 2Vi years.
He quit Columbia to join the New York Evening Journal and Hearst as a cub
reporter covering City Hall and in six months was writing a column on Brooklyn
politics.
He moved in 1938 to advertising and promotion for the Journal American and by
1940 had become assistant circulation director of all the Hearst Newspapers. In
May of 1942, he was in the Army as aide to the commanding general of the New
York Port of Embarkation, and was discharged in November 1945 a lieutenant
colonel (he had joined as captain).
After the war, he was an investor in Fenton Productions, New York, a radio pro-
duction unit, and concurrently eastern director of advertising and publicity for David
Selznick. At Hearst he had been active with the production for radio of Front Page
Drama and Jungle Jim and other such shows later handled by Fenton.
Back with Hearst in 1946 at the personal invitation of W. R. H., Mr. Levitt, as
general manager of promotion supplements of Sunday newspapers, was busy trying
to promote Hearst deeper into tv, managed to bring about International News Serv-
ice's tv newsreel (now INS-Telenews) . Then, as director of Hearst Promotion En-
terprises, Mr. Levitt attempted to get the huge Hearst reservoir of material and per-
sonnel as well as facilities into the tv art. From 1951 to 1955 he was in charge of
The American Weekly and Puck, the comic weekly, became associate publisher and
then publisher. He modernized the sections (innovating a new section, Pictorial Re-
view) and showed a $4 million gain in the first year of revamp.
But in the fall of 1955, he was ready for tv full-time. By February of 1956 he was
made director of national sales for Screen Gems. This period he describes as his
"basic training" and credits John Mitchell and Ralph Cohn for teaching him the
syndication ropes. In July he became general manager of CNP, later vice president
and general manager and finally president when Allan Livingston joined NBC.
Film syndication, he relates, need not be considered as secondary programming.
What with increasing acceptance by regional and local advertisers and increased need
for tv stations for quality product, he feels CNP has a great road to travel, paved
originally by his firm's "tv people" and Robert Sarnoff, now NBC president, who once
headed the NBC film arm.
In addition to film syndication, CNP handles other film show production; the NBC
Opera Company on tour; NBC backing of Broadway shows ("Happy Hunting," for
example) and the merchandising and licensing for NBC programs and others.
For relaxation — whenever it is possible — Mr. Levitt, who lives in Manhattan with
his wife, the former Sherry Shadburne, does some writing. When the Levitts can go
to Mexico, it's a run on skis over clear blue waters. He has two children, Ethel, 14,
and Robert, 11, by a former marriage to actress Ethel Merman.
Page 20 • April 22, 1957
Broadcasting • Telecasting
Ojtice 3~£einecke
<
E
N
N
AT THE
AWRT, ST. LOUIS, APRIL 25-29, 1957
Licensing the performance
mechanical or synchronization rights in
"the best music in America"
to the entire entertainment industry,
radio, television, motion picture, transcription
and phonograph record companies, theaters,
concert halls, hotels, etc.
CELEBRATING 26 YEARS OF SERVICE TO
THE ENTIRE ENTERTAINMENT INDUSTRY
Producers of the famous SESAC TRANSCRIBED LIBRARY
"1 THE BEST
SESAC, INC.
The Coliseum Tower
10 Columbus Circle
New York 19, N. Y.
more glomes
check the area-wide
surveys ... plus
ARB, March, 1957
Mississippi's only
f ulltime
TV news
and farm depts.
WLBT m
Jackson, Mississippi (£3
For complete details
George P. Hollingbery Co.
ON ALL
ACCOUNTS
Diana M. Wear
LISTENING to station salesmen and
t learning about developments in their
markets and at their stations is an important
part of timebuying that is all too often neg-
lected, according to Diana M. (for Mat-
thews) Wear, media director of Heintz &
Co., Los Angeles.
"Markets can change, stations can change,
programs can change and so can the com-
petitive picture," she says, "and the changes
can come so swiftly that the buyer who de-
pends on last year's — or even last month's —
information is taking a needless gamble,
when the representatives are so eager to
keep him up-to-date."
Accounts for which Mrs. Wear listens,
learns and buys both radio and tv time in-
clude Flotill Products, Hancock Oil, Barbara
Ann bakery goods, Luzianne coffee, Stand-
ard Federal Savings & Loan Assn. and Knud-
sen Creamery, plus radio time for IXL
Foods, Girard's French dressing and the
brokerage firm of Dempsey-Tegeler Co.
When she joined Heintz last October as
the agency's first media director in its 30-
year history, Diana Wear brought along a
wide variety of pertinent experience, dating
from her graduation from the U. of Califor-
nia at Berkeley. "As a language major I'd
never thought of a career in advertising," she
recalls, "but when I finished school a cousin
who worked for Beaumont & Hohman in
San Francisco told me they wanted a recep-
tionist. I took the job and that was that."
Followed a series of jobs in which Diana
bought and sold time and space, handled
promotion, wrote copy and did all manner of
advertising chores at agencies, radio sta-
tions, newspapers and even at the Don Lee
experimental tv station.
THEN, in 1958, she was one of the firsi
women admitted into the U. S. Air
Force, which sent her to the Armed Forces
Information School, where she was gradu-
ated first in her class, and was given her
sergeant's stripes and a public relations post
at Strategic Air Command headquarters. "It
was interesting, exciting and educational,"
she says, "but when my two years were up
I couldn't wait to get back to civilian life
and to advertising."
After several years in Fort Worth, where
she worked first at Evans & Assoc. and then
as graphics media director of Jack T. Holmes
& Assoc., Mrs. Wear in 1955 returned to her
native Los Angeles and a similar post at
Mottl & Siteman Adv. Agency. She stayed
until assuming her present position last fall.
Diana and her husband, Robert Wear,
aviation writer and public relations execu-
tive, live at Playa del Rey, on the ocean,
where she enjoys "my favorite indoor sports
— cooking, listening to good music and talk-
ing endlessly, advertising and aviation."
Page 22 • April 22, 1957
Broadcasting • Telecasting
Your Key to Greater Sales In The Great Michigan Market!
WKMH. . . key station for
Detroit Tiger Baseball !
Broadcasting • Telecasting
April 22, 1957 • Page
MILESTONES
ENERGY !
There are all kinds, but if
you want extra sales
energy in Southern Cali-
fornia...take heart,
friend...
An exclusive KTTV adver-
tiser, out to improve his
already healthy sales,
says: /
"We're happy to
report a 297% increase
in retail sales. . ."
The item was an imported
toy car, featured on the
Sheriff John Show and
selling for about $5.00.
Here's sales energy that
gets past the piggy bank,
into major retail sales.
That's what KTTV's strong,
local selling personalities
can do for you.
Ask your Blair-man for full
details, but ask him
quietly. . .
He gets very excited about
KTTV's sales energy. . .
Los Angeles Times-MGM
Television
Represented nationally by BLAIR -TV
THE FIRST two employes of Allen B.
DuMont Labs receive 25 year service
pins from chairman of the board Dr.
Allen B. DuMont. L to r: John Hinck,
now section head of the quality assur-
ance tube labs, and Albert Steadman,
manager of the chemistry lab, and Dr.
DuMont. The entire organization pre-
sented a 25 year pin to Dr. DuMont.
► R. SANFORD (SANDY) GUYER, part-
ner and general manager of WMOA Mariet-
ta, Ohio, began 34th year in radio.
► BILL KILLEBREW marks seventh year
with WHBQ-TV Memphis, Tenn.
► GEORGE H. HASKELL, asst. general
manager, KFAB Omaha, Neb., observed
20th year with station.
► CLINT BUEHLMAN celebrated 14th
year with WBEN Buffalo, N. Y., 26th year
in broadcasting.
► CHARLES K. CHRISMON begins 10th
year as chief engineer at WFLO Farmville,
Va., 20th in broadcast engineering.
► WLWD (TV) Dayton, Ohio, marked
eighth year on air; Robert Leeth shared an-
niversary, marking eight years as engineer
with station.
► HARVEY OLSON, program manager at
WDRC Hartford, Conn., marks 22nd year
with station.
► FRANCES YOUNGREN, women's pro-
gram director at WMBI Chicago, celebrated
25 years in radio.
► CBS Radio's Capitol Cloakroom began
10th year on air.
► WRCV-TV Philadelphia director Ben
Squires celebrated his 10th anniversary with
the ch. 3 station on April 2.
► KFI Los Angeles marked its 35th year of
broadcasting April 16.
► WDRC Hartford, Conn., observes its
35th anniversary this year.
► KFYO Lubbock, Tex., celebrated 25
years in Lubbock and 30 years of broad-
casting April 23.
► CBS Radio's Gunsinoke, a Western ad-
venture series, celebrates its fifth anniversary
on the air this Sunday.
Obviously
OUTSTANDING . . .
PAY YOURSELF
FIRST!
Get the best return for your advertising invest-
ment in prosperous PEORIAREA by letting
• WELL-KNOWN
• POPULAR
• TIME-HONORED
local personalities do
your selling job. Here
are just a few WMBD
personalities who know
how to sell Peoriarea . . .
Milton Budd, 25 years
IM mm
V
Phil Gibson, 14 years Emil "Farmer" Bill, 23 yrs.
FOR 30 YEARS . . .
IN THE HEART OF ILLINOIS
PEORIA
CBS RADIO NETWORK • 5000 WATTS
Peters, Griffin, Woodward, Inc., Ncrt'l Kept.
Page 24 • April 22, 1957
Broadcasting „• Telecasting
CANDY
Also
for cabinet.
camping equipment, canned
meat, canning, carpentry
pattern, carpet, cereal, certified
public accounting, chewing
gum, children's wear, china,
chocolate, cigar, cigarette,
cleaning, clothing, coal, coffee,
cold storage, concrete,
construction, contracting,
corset, cottonseed oil, cracker
. . . some of the more than 200
kinds of business which make
United Press news programs
the most widely sponsored.
TJxiited
P
X U.F
COSMETIC
.P. NEWS PRODUCES
Broadcasting
Telecasting
April 22. 1957 • Page 25
$1,500 REWARDS!!
... if you can find stations in the U. S.
that dominate their markets
as KWKH does in the Shreveport area . . .
WfHEN the new NCS #2 Study was released
we were extremely happy to see how
completely KWKH dominates its market in
both home-county coverage and total cover-
age as compared with any other radio station
in Shreveport.
In fact, it seemed possible to us that our
margin of superiority over our nearest com-
petitor was greater than that of any station
in the U. S.
After a special check with A. C. Nielsen
Company, however, we find that three U. S.
stations nose us out. CAN YOU FIND THEM?
If so, you can win yourself a total of $1,500.00
cash — or $500.00 for each of the three!
THIS IS NO GIMMICK ... It is an announce-
ment of a legitimate contest. If you are a
timebuyer, account executive, or other em-
ployee of an accredited advertising agency,
you can win $500.00, $1,000.00, or $1,500.00
right now!
HOW TO CALCULATE A WINNER!
Use only Nielsen Coverage Service No. 2,
Spring, 1956. Comparisons will he made
on the basis of "Weekly Coverage" figures
listed under "Homes Reached" in Table A.
a. Using these figures, determine KWKH's
home-county coverage (Caddo County) and
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
ARKANSAS
divide it by the corresponding home-county
coverage figure of KWKH's nearest com-
petitor. This will give you a home-county
comparative quotient.
b. In a corresponding manner use the
"Station Total" figures under "Homes
Reached" for KWKH, and divide it by
"Station Total" figures of the same com-
petitive station. This will produce your
second quotient.
c. Now select any other market and stations
of your choice, and use the same proce-
dure. If you find both quotients greater
than the KWKH quotients, you have found
one of the three winners.
CONTEST RULES:
1 This offer applies only to multiple-station markets
(three or more stations). The station proposed must
be compared only with other stations officially located
in the same county.,
2 It applies only to stations within Continental U. S.
3 Only one award will be made for any one correct
entry. Postmarks will determine earliest entry in case
of duplications.
4 In submitting entries, the name of the station together
with the supporting figures from the Nielsen NCS
No. 2 are required. Entries must be mailed to Henry
Clay, Station KWKH. Shreveport, Louisiana.
5 This contest is open only to timebuyers and other
personnel of recognized advertising agencies.
FOR FURTHER INFORMATION OR PARTICU-
LARS, PLEASE CONTACT YOUR NEAREST
BRANHAM OFFICE.
50,000 Watts • CBS Radio
The Branham Co.
Representatives
Henry Clay
General Manager
Fred Watkins
Commercial Manager
Page 26 • April 22, 1957
Broadcasting • Telecasting
B R O A D C ASTI N G
TELEC ASTI N G
Vol. 52, No. 16 APRIL 22, 1957
FIVE MORE ANTITRUST SUITS FILED
Government sues film firms, may take action on network must-buys
THE Dept. of Justice last week filed civil
antitrust suits against five more feature film
distributors for forcing television stations to
buy feature packages — and, if Asst. Atty.
Gen. Victor R. Hansen's words mean what
they say, network tie-ins and must-buys are
next on the list.
The antitrust suits, charging block-book-
ing of feature films on tv stations, were filed
in New York federal district court against
Associated Artists Productions Inc., C&C
Super Corp., National Telefilm Associates
Inc., Screen Gems Inc., and United Artists
Corp. Last week's complaints followed by
less than a month a similar antitrust suit
against Loew's Inc. [B»T, April 1].
Mr. Hansen, addressing a luncheon meet-
ing of the Federal Communications Bar
Assn. in Washington two and a half hours
after the film suits were filed, spoke of the
department's investigation of "alleged tie-
ins" between the sale of network time and
programs and of its "broad inquiry" into
network practices.
Mr. Hansen indicated that most of the
investigative work on network must-buy
policies has been completed. Of must-buys
he said: "We are now studying voluminous
information acquired for us by the FBI to
determine whether this practice is violative
of the antitrust laws."
The investigation of alleged tie-ins be-
tween the sale of network time and programs
is still not complete, he said, "but we are far
more knowledgeable than we were in Sep-
tember." It was in that month of 1956 that
Mr. Hansen outlined in detail to the House
Antitrust Subcommittee the Dept. of Jus-
tice's investigation for television.
Last Thursday the antitrust chief said that
there was "no specific timetable" on the cur-
rent investigation, but he did make these
"observations [on] the road ahead":
"First, our investigations are continuing
as rapidly as the task and the available man-
power permit. We feel a great obligation to
insure that this exciting new industry which
provides entertainment and information to
millions of Americans is operated in accord-
ance with our laws and the great American
tradition of free enterprise.
"Secondly, we are bending every effort to
expand and improve our liaison and cooper-
ation with the other executive agency con-
cerned with the development of broadcast-
ing in the public interest, the FCC and —
where legislation seems applicable — with the
Congress. In this connection we have under
careful study the recently-published hearings
of Congressman Celler's Special Antitrust
Subcommittee of the House Judiciary Com-
mittee. We also look forward with great
interest to the report on television networks
by the Senate Committee on Interstate &
Foreign Commerce. And we are certain that
the report of the FCC's Network Study
Committee, being prepared by Dean Roscoe
Barrow and his staff for release about July,
will be of great value.
"All of these studies by other branches
and agencies of government are of the ut-
most assistance in our efforts to appraise
the problems of television and to apply prop-
erly the antitrust laws to this industry."
The Justice Dept.'s investigation of tele-
vision industry practices commenced, Mr.
Hansen noted, in the fall of 1953. About a
year ago the study was expanded and ac-
celerated, the Asst. Attorney General ex-
plained.
"We intend to continue until we are sat-
isfied that television broadcasting is operating
in free and open competition."
The suits against the five film distributors
charged restraint of trade and violation of
Sec. 1 of the Sherman Act. Basically it al-
leged that the distributors refused to sell
individual pictures to tv stations, but forced
them to buy packages. The complaints spec-
ified that:
• AAP — Beginning in 1956, controlling
750 Warner Bros, features, required the
purchase of one of 13 blocks, each con-
sisting of 58 feature films.
• C&C- — Beginning in 1956, controlling
700 RKO Radio Pictures, forced the pur-
chase of the whole group or blocks compris-
ing from 150 to 440 feature films.
• NTA — Beginning in 1956, controlling
100 20th Century-Fox features, forced the
licensing of blocks (number of films not
specified) "except in relatively few in-
stances."
• Screen Gems — Beginning in 1955, con-
trolling over 200 Columbia Pictures features,
required the purchase of blocks of at least
26 features, except in two instances. Screen
Gems is a Columbia Pictures subsidiary.
• United Artists — Beginning in 1956,
controlling 78 independent features, re-
AND STILL MORE TO COME?
SEPT. 14, 1956: Asst. Atty. Gen. Victor R. Hansen tells House
Antitrust Subcommittee that Justice agents, reinforced by FBI
men, have started major investigation of television, with emphasis
on network practices.
DEC. 4, 1956: Justice Dept. sues RCA-NBC for allegedly coerc-
ing Westinghouse Broadcasting Co. into swapping WBC's Phila-
delphia stations for NBC's Cleveland properties.
MARCH 27, 1957: Justice Dept. sues Loew's Inc. for allegedly
block-booking MGM feature films to television stations.
APRIL 18, 1957: Justice Dept. sues five other film companies
for block-booking. Defendants ( and their feature packages ) are:
C&C Super Corp. (RKO), Screen Gems (Columbia) , Associated-
Artists Productions (Warner Bros.), National Telefilm Assocs.
(20th Century-Fox) and United Artists (its own movies and
those of several independent producers).
APRIL 18, 1957: Same day five new film suits are filed, Asst.
Atty. Gen. Hanse?i tells Federal Communications Bar Assn.:
"I can assure you that we still have much work to do."
Broadcasting • Telecasting
April 22, 1957 • Page 27
ACTION ON ANTITRUST
ABC ALTERS MUST-BUY POLICY
ABC-TV has quietly dropped its owned station must-buy requirement for advertisers,
but network authorities said last week that the move was not related to any anti-
trust questions that have been raised before Congress or elsewhere.
They said the action was taken solely because experience had shown that the
requirement was not needed — that ABC-TV advertisers buy the five o&o stations
anyway. Moreover, they said, they treat their o&o's "just like any other affiliates."
ABC-TV has not had a must-buy group of stations such as the two other networks
have, CBS-TV's currently totaling 56 stations and NBC-TV's 58. Rather, ABC-TV
has required that advertisers buy "a minimum cleared gross for station time equivalent
to $50,000 per Class A hour." In addition, the old rate card carried this other
proviso:
"Advertisers are required to order as part of the applicable minimum the five
ABC owned stations in New York, Chicago, Detroit, Los Angeles and San Francisco
and any other ABC owned stations added during the effectiveness of this rate card."
The new card, No. 7 [B«T, April 1], drops this provision and also boosts the
minimum purchase from $50,000 to $60,000 per Class A hour per telecast. In
comparison, CBS-TV's must-buy group totals $75,825 gross per Class A hour while
NBC-TV's comes to $77,975. In addition, the NBC-TV rate card provides for a
lowering of discounts for advertisers who use fewer than 100 stations, including
the must-buy group, in prime evening time.
The must-buy concept has been roundly challenged by network critics in hearings
before congressional committees investigating network operations and practices.
It has also been referred to by Asst. Atty. Gen. Victor R. Hansen as one area
of network operation now under antitrust investigation.
quired licensing of blocks of 39 each, except
in two instances.
The government not only asked the court
to enjoin these alleged practices, but also to
order existing contracts to be renegotiated.
Spokesmen for the cited companies issued
statements last week denying the govern-
ment's charges. The gist of their statements
was that none had ever refused to sell their
features on a picture-by-picture basis, and
that the package deals were of as much
benefit to stations buying them as they were
to the distributors.
The Justice Dept.'s complaints, all read-
ing virtually alike, explained the importance
of film to television in these words:
"Film plays a very important part in the
programming of all of the 471 commercial
television stations in the United States. These
stations need film for use in programming
a large portion of the approximately 5,000
hours per year during which they broadcast.
Commercial television stations that are
affiliated with a network obtain more than
half of their programs on film. Independent
television stations, not affiliated with a net-
work, obtain more than three-quarters of
their programs on film.
"All television stations use feature films.
About half of all hours devoted to film is
allotted to feature films. As in the case of
film, the use of feature films by television
stations also varies depending on whether
the stations are affiliated with or independent
of a network. Most of the commercial tv
stations in the U. S. are affiliated with net-
works. Since affiliated networks are supplied
by networks with live programming, they
depend to a somewhat lesser degree on fea-
ture films than do non-affiliated stations.
"Until recent years, despite great demand
for them, there were few feature films avail-
able to television. Beginning in or about
January 1956, backlogs of the major motion
picture producers were made available to
television. Over 2,500 feature films have
been released to television from these
sources."
The purported offenses have had the fol-
lowing effects, the government said:
"(a) Television stations have been forced
to purchase large numbers of feature films
not desired by them;
"(b) The playing time of television stations
has been arbitrarily pre-empted, thus pre-
venting them from securing film from other
producers and distributors;
"(c) Television stations which are finan-
cially unable to take feature films in the
large quantities required by the defendant
have been prevented from obtaining any of
SILVER LINING
LOOK for the silver lining.
The Dept. of Justice's antitrust ac-
tions against distributors of feature
films to television stations, on charges
that tv broadcasters are forced to buy
whole packages, has won plaudits from
one organization wholly unconnected
with the broadcasting industry. It is the
Japanese-American Citizens League.
According to Asst. Attorney Gen-
eral Victor R. Hansen, the league has
praised the antitrust suits as a move
which will free tv stations from being
forced to show anti-Japanese propa-
ganda. Seems the League has been un-
successful in persuading tv stations
not to broadcast feature films pro-
duced during World War II "which
besmirch the loyalty of Americans of
Japanese ancestry." This is because,
Mr. Hansen quoted the league as say-
ing, the stations have no economic
choice but to buy, pay for and hence
to exhibit a whole package of pre-
1948 films.
the feature films of defendant;
"(d) Television stations have exhibited
many feature films that are inferior in qual-
ity which, except for the offense herein al-
leged, they would not have exhibited."
Acting Atty. Gen. William P. Rogers, in
commenting on last week's suits, said:
"The present actions are related cases
following up our recent action against
Loew's and are intended to eliminate com-
pulsory block-booking in the television in-
dustry. As we stated when the Loew's case
was filed, the purpose of these civil com-
plaints is to obtain an injunction prevent-
ing the forcing of feature motion pictures
in blocks upon television stations, and to
require the distributors to offer them to
television stations on a picture-by-picture
basis. Such relief would not prevent tele-
vision stations from licensing a large number
of pictures at one time for administrative
convenience; the only requirement would be
that the distributors must permit the station
to select the picture making up the group
and permit negotiations picture-by-picture."
Asst. Atty. Gen. Hansen stated:
"The compulsory block-booking of copy-
righted feature motion pictures was declared
to be illegal in the well-known Paramount
case which involved many aspects of the
motion picture industry. We believe that the
rule of that case as to block-booking is
equally applicable to television. If we are
successful in eradicating block-booking, non-
network television stations (many of which
are uhf stations) in particular should be
benefited since they do not have network
programs and rely heavily on feature films
[to compete] with network stations."
The suit a<?ainst Loew's Inc.. also filed in
New York Federal District Court, charged
that since it began to sell its backlog of
more than 700 pre- 1948 MGM features to
tv stations last year it had refused to sell
less than the entire package. The complaint
also noted that in three instances the film
company had taken a 25% interest in tv
stations as payment for the MGM package.
This referred to Loew's interests in KTTV
(TV) Los Angeles KMGM-TV Minneap-
olis-St. Paul, and KTVR (TV) Denver.
In his speech to the FCBA Thursday Mr.
Hansen made one observation which could
be understood to mean that the suits against
the film distributors arose from complaints
about these practices — although he did not
identify the complaints. Mr. Hansen said:
"We in the Antitrust Division don't pick
targets for our investigations. We gather
facts to ascertain whether allegations that
come to us are or are not correct. Then we
apply the antitrust laws to the facts of the
industry and act against any violations and
violators that we find." He added: "Our
chief concern and responsibility in the tele-
vision industry is to assure that television
broadcasters are economically unrestrained
in their efforts to provide the viewing pub-
lic with the best program fare available."
After a brief discussion of the 1948 Su-
preme Court decision in the Paramount case
— resulting in the banning of block-booking
and divestiture of theatre ownership from
production — Mr. Hansen continued:
"There is little need for me to tell vou.
Page 28 • April 22, 1957
Broadcasting
Telecasting
who are in daily contact w ith broadcasters,
of the great demand for good television
programming material. Since the earliest
days of this new media program shortages
have been a problem for television station
owners. The networks have done an excel-
lent job in producing more and more at-
tractive live programs. Film syndicators have
contributed their part to make the tv fare
more palatable: and many stations produce
a portion of their own programs.
But until the libraries of the major movie
producers came onto the market about a
year ago. all television stations were in con-
stant search of additional, suitable pro-
grams to broadcast. The need was especially
great among unaffiliated independent tele-
vision stations which do not have access to
network programs.
"Advent of first-class feature films on tele-
vision last year proved conclusively that tv
audiences enjoy and want these films. To-
day, despite their age. feature films are
avidly sought after by the television indus-
try. There is now little doubt that this prod-
uct holds a place of great economic impor-
tance in the television industry.
"It is the position of the Antitrust Divi-
sion that compulsory block-booking of
copyrighted feature films is just as illegal in
the television industry as it was in the the-
atre industry. We wish to insure that televi-
sion broadcasters will not be subject to the
type of economic restraints that encumbered
motion picture exhibitors . . .
"Perhaps it is not surprising that the at-
titude of some distributors of feature films
is one of confession and avoidance. They
admit that the\' have sold their films in large
blocks but denv that anv broadcasters were
compelled to take any undesired films and
contend that every one of their purchasers
are satisfied customers.
"We do not wish to prevent television
broadcasters from purchasing as many fea-
ture films from one distributor as they
choose . . . The factual question of whether
there has been forced selling of feature
film packages is one for the courts to decide.
Suffice it to say that we had sufficient cred-
ible evidence of compulsion at hand to
warrant, in my judgment, filing the suits."
THE FIVE ACCUSED FIRMS
ISSUE A GENERAL DENIAL
A GENERAL denial that they had violated
any laws was entered by all the five cited
companies.
Informed of the antitrust suit. AAP Chair-
man Louis Chesler pledged "fullest cooper-
ation"' with the government "in continuing
a course of conduct for our company . . .
in full compliance with law and good
ethics." which, he said, has been the policy
set by AAP since engaging in the distribu-
tion of tv film.
Mr. Chesler asserted, however, that in
more than $25 million worth of tv "ex-
hibition contracts" some had been made for
as little as one picture to a single station as
h ell as those consummated for varying
numbers.
He observed, too. that AAP sold part of
its cartoon library, but no feature films, in
some Of its transactions, while in others the
contracts included feature films, but no car-
toons. "Thus." he declared, "it is apparent
that no product has ever been forced on
anyone." Full compliance with any govern-
ment request. Mr. Chesler stated, should not
affect AAP's future activities or its earnings.
AAP's contracts with stations were made
to the "full satisfaction of the buyer as well
as the seller on a completely businesslike
and arm's length basis." Mr. Chesler con-
cluded.
Spokesmen for C&C Television Corp. and
Screen Gems said they would withhold com-
ment on the government suit until the com-
plaint was served. Screen Gems pointed
out. however, that its sales structure has
been established to operate "within the
framework of applicable trust laws."
Ely A. Landau. NTA president, said his
company "does not engage in compulsory
block-booking. He said NTA's licensees with
tv stations usually cover "a number of
films." but claimed this "is for the con-
venience of the stations as well as NTA and
is not a requirement of NTA." He added:
"The needs of tv stations for continuity
of programming which will meet the his-
toric pattern of 13-. 26-. 39- and 52-week
cycles makes the sales of films in groups a
natural distribution method in the industry,
without any element of compulsion. If the
government should proceed with the case
after acquiring a more complete knowledge
of NTA's booking practices, we believe the
case can. and will, be successfullv defended
by NTA."
United Artists had not received the com-
plaint, but a spokesman said. "We have
never insisted that any station take all of the
39 pictures. We have sold by selected deal
only." UA offers its package, it was ex-
plained, on a "selective plan" consisting of
six, 13. 26. 39. 52 or "call your own num-
ber.*'
ADVERTISERS & AGENCIES
3- WAY PACT HERALDS
NEW VIGOR FOR S-P
• Foreign car rights to dealers
• Benton & Bowles drops account
POSTPONEMENT till late this year of
all Studebaker-Packard Corp. advertising
seemed imminent, it was learned last week
as Benton & Bowles. New York. S-P"s agen-
cy, announced Friday it will resign the ac-
count effective July 5.
Though Benton & Bowles officials de-
clined to discuss the "S-P situation." it wras
understood the account was resigned because
of a lack of activity on the client's part. A
S2 million account several years ago. S-P
currently bills less than SI million. However,
this is expected to be upped considerably
later this spring.
The move follows a hectic week of ups
and downs for the South Bend automaker,
beginning Monday noon with the tri-corpo-
rate signing of a multi-million dollar con-
tract between S-P. Daimler-Benz A. G. of
Stuttgart. Germany, and its subsidiary.
Daimler-Benz of North America Inc.. and
the Curtiss-Wright Corp. of Woodbridge.
N. J., which assigns S-P all distribution and
promotion rights for the premium-priced
Broadcasting • Telecasting
German auto in the U. S.. Canada. Mexico
and Cuba.
The contract's signing follows eight
months of negotiations and is the first of its
kind to place a foreign car in the U. S.
market under domestic patronage. The prin-
cipal force behind the pact is Curtiss-Wright.
which for the past year has held an option
to purchase S5 million worth of S-P stock at
S5 per share and also maintains a manage-
ment contract with the automaker which
gives it supervisor}.' powers.
Signatory parties were Carl F. Giese. pres-
ident of Daimler-Benz (North America).
Harold E. Churchill. S-P"s president, and
Roy T. Hurley, chief executive officer of
Curtiss-Wright.
Under terms of the contract (financial
terms of which were not disclosed), a new-
firm has been set up — Curtiss-Wright &
Mercedes-Benz Inc. — which will assume all
promotional and distributional activities for
Mercedes-Benz products. Effective about
May 20. D-B's contract with Hoffman
Motors Corp.. heretofore Mercedes-Benz'
exclusive U. S. distributor, will expire, and
will be replaced by a new one with Stude-
baker-Packard. giving that firm's 2.400
dealers and distributors the D-B franchise.
Additionally. S-P also acquires certain Ger-
man patents. Eventually. S-P hopes to as-
semble the Mercedes-Benz in this country.
Studebaker-Packard also has made known
plans to introduce on the U. S. market a
new "economy model" later this year which
will retail at SI. 800 — the cheapest U. S.
model on the road. This move is interpreted
by the auto industry as an effort to bypass
American Motors Corp.'s successful Ram-
bler. It also will give S-P the widest price
range of any car manufacturer in the coun-
try—from less than S2.000 to SI 3.000 (the
most expensive Mercedes-Benz made).
What this means to the advertising indus-
try is this:
• For the time being. S-P will retrench
by calling a moratorium on the advertising
dollar. This move will be only temporary.
• When S-P finds a new- agency, chances
are the budget will be increased consider-
ably, for the account not only will be for
automobiles, but also for Daimler-Benz
diesel engines, farm machinery and allied
products. This assumption is based on the
"probability." to quote one Curtiss-Wright
official, that S-P's and CW-MB's advertising
will be lumped together.
• When the agreement becomes a work-
ing one — later this summer — indications
point to an eventual resumption of S-P s
broadcast activities.
The move gives Studebaker-Packard a
April 22. 195' • Page 29
ADVERTISERS & AGENCIES
TV NETWORK BUYS AND BUYERS
PROCTER & GAMBLE shot over
the $4 million mark in its network
tv time purchases (gross) in Jan-
uary. Assuming that P & G can
keep close to this level for the re-
mainder of the year, the advertiser
can handily beat its all-time record
of over $43.4 million in network tv
purchases (at gross rates before dis-
counts) in 1956 [B«T, March 11].
Other interesting points in B»T's
regular computations based on Pub-
lishers Information Bureau data for
January:
• The Big Three automakers
were off to a slowed start for the
year. Collectively, Chrysler, Ford
and General Motors spent nearly
$3.9 million in network tv, or some
$600,000 less than in the same
month of a year ago, and under
their total of December 1956.
• Colgate-Palmolive is back in
the second spot of the leading 10
network advertisers. With Chrysler
shading its spending somewhat from
what it had totaled in December
and C-P slightly increasing its
monthly expenditure, the latter re-
captured second place.
• Coming up in the top 10 is
American Home Products which
climbed from fifth place in Decem-
ber to fourth in January; a relative
newcomer to the top 10, Bristol-
Myers showed up in ninth place.
• All of the top 10 national ad-
vertisers in network television spent
$1 million or more for the month,
yet P & G was the only advertiser
that broke through the $2 million
level.
In the product categories, foods,
drugs and remedies, industrial ma-
terials, smoking materials, soaps
and toiletries were strong in Janu-
ary compared to that month of
1956. Network tv gross billing in
January totaled more than $43.5
million, or well over $4.5 million
ahead of the month last year.
TOP TEN ON TV NETWORKS-
JAN. 1957
1.
PROCTER &
GAMBLE !
54,121,859
2.
COLGATE-
PALMOLIVE
1,727,365
3.
CHRYSLER CORP.
1,571,067
4.
AMERICAN HOME
PRODS.
1,513,582
5.
GENERAL FOODS
1,458,565
6.
GILLETTE
1,301,721
7.
FORD MOTOR
1,207,013
8.
GENERAL MOTORS 1,114,183
9.
BRISTOL-MYERS
1,111,554
10.
R. J. REYNOLDS
1,075,762
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS
JANUARY 1957, AS COMPARED TO 1956
DURING
LEADING ADVERTISERS IN
RESPECTIVE GROUPS
January
1957
January
1956
DURING JANUARY 1957
AGRICULTURE & FARMING
$
$ 32,394'
APPAREL, FOOTWEAR & ACCESS.
283,721
275,020
BEST FOODS 3
106,990
AUTOMOTIVE, AUTO EQUIPMENT, & ACCESS.
4,566,890
5,474,887
CHRYSLER
1,571,067
BEER, WINE & LIQUOR
531,203
551,496
JOSEPH SCHLITZ BREWING CO.
216,792
BLDG. MATERIALS, EQUIP. & FIXTURES
276,117
167,233
GENERAL ELECTRIC CO.
101,830
CONFECTIONERY & SOFT DRINKS
700,620
876,660
COCA-COLA
302,670
CONSUMER SERVICES
359,898
63,213
AT&T
249,036
DRUGS & REMEDIES
4,135,793
3,189,916
AMERICAN HOME PRODS.
1,292,367
FOOD & FOOD PRODUCTS
8,947,163
7,304,793
GENERAL FOODS
1,458,565
GASOLINE, LUBRICANTS & OTHER FUELS
228,798
373,716
GULF OIL
186,900
HORTICULTURE
51,720
FLORISTS' TEL. DELIVERY ASSN.
51,720
HOUSEHOLD EQUIP. & SUPPLIES
1,915,556
2,661,979
GENERAL ELECTRIC
551,582
HOUSEHOLD FURNISHINGS
204,600
200,452
ARMSTRONG CORK
173.980
INDUSTRIAL MATERIALS
1,322,880
809,809.
U. S. STEEL
280,800
INSURANCE
412,044
420,250
PRUDENTIAL
235,188
JEWELRY, OPTICAL GOODS & CAMERAS
703,533
283,964
BULOVA WATCH
248,364
OFFICE EQUIP., STATIONERY & WRITING SUPPLIES 31,587
378,523
MINNESOTA MINING & MFG.
31,587
PUBLISHING & MEDIA
258,190
98,425
TIME INC.
258,190
RADIOS, TV SETS, PHONOGRAPHS, MUSICAL
INSTRUMENTS & ACCESS.
517,310
846,305
ADMIRAL
195,094
SMOKING MATERIALS
3,592,360
3,556,980
R. J. REYNOLDS TOBACCO
1,075,762
SOAPS, CLEANERS & POLISHES
5,469,783
4,568,724
PROCTER & GAMBLE
3,605,157
SPORTING GOODS & TOYS
31,507
41,946
MATTEL
31,507
TOILETRIES & TOILET GOODS
8,578,774
6,413,479
COLGATE-PALMOLIVE
1,323,059
TRAVEL, HOTELS & RESORTS
75,513
61,830
PAN AMERICAN
75,513
MISCELLANEOUS
326,991
224,762
QUAKER OATS
99,861
TOTALS
$43,522,551
$38,876,756"
Source: Publishers Information Bureau
Page 30 • April 22, 1957
Broadcasting • Telecasting
long-needed shot in the corporate arm.
Though aggregate 1956 sales for the three
companies totaled over SI. 3 billion. Stude-
baker-Packard suffered a SI 03 million loss
last year, more than in 1955. (Daimler-Benz
and Curtiss-Wright both are extremely
healthy companies.) As S-P's revenues
sagged, so did its advertising expenditures.
Formed several years ago out of the
Studebaker Corp. and the Packard Motor
Car Co. of Detroit, the merged company
never had one agency servicing the account
until last year, when Benton A: Bowles ac-
quired the Packard Division from D'Arcy,
which had resigned it. (Other agencies con-
cerned with Studebaker and Packard at one
time were Roche. Williams & Cleary. Chi-
cago, for Studebaker, and Ruthrauff &
Ryan, New York, for Packard.) S-P's last
continuous broadcast activity was in spon-
soring Tv's Readers' Digest on ABC-TV
two seasons ago. Since then it has limited
radio-tv to introductory spot campaigns,
dropping broadcast media shortly after the
beginning of this year.
Pabsfs Downs Cites Tv Use
In Promoting Old Tap Lager
"WHEN bartenders start griping because
customers tap on the bar three times with
a half-dollar and expect to be served with
Old Tap Lager beer, then an advertising
agency has done a good job in pushing the
brand." Ken Downs, publicity director of
Pabst Brewing Co.. Los Angeles, said Tues-
day in a talk to the Los Angeles Advertis-
ing Club Juniors, guests of the brewery.
The agency. Leo Burnett Co.. Hollywood,
keeps Old Tap Lager before the public all
the year round, and uses all media, but puts
special emphasis on television, backed by
point of sale material. Mr. Downs said. He
cited a survey last summer by KABC-TV
Los Angeles which found tv credited with
an influence on beer buying 20 times greater
than the combined influence of radio, news-
paper and magazine advertising. He re-
ported the new PABST-Eastside tv sched-
ule— 33 spots a week on KRCA (TV), 20
on KABC-TV and 14 on KNXT (TV)—
reaches an estimated 10 million sets each
week.
Point of sale reminders are also impor-
tant. Mr. Downs said, as approximately
lO^c of beer buying is done on impulse, the
buyers making up their minds as to which
brand to buy while they are in the store.
.Almost 80 K of all beer sold in Southern
California comes out of package stores and
markets, he reported.
500 Register for AFA Meet
RECORD attendance is anticipated for the
53rd annual convention of the Advertising
Federation of America in Miami Beach
June 9-13. with advance reservations total-
ing more than 500, it was announced last
week by Ben R. Donaldson, AFA board
chairman and director of institutional ad-
vertising. Ford Motor Co. Among topics
at this year's meeting are motivational re-
search, small business, media cost problems,
copy techniques, public relations and gov-
ernment affairs.
Broadcasting • Telecasting
Sweeney Will Address
WSAAA Meet This Week
KEVIN SWEENEY, president, Radio Ad-
vertising Bureau, will address the opening
(Thursday) afternoon session of the three-
day convention of the Western States Adver-
tising Agencies Assn. to be held at Palm
Springs, Calif., Thursday-Saturday. Mr.
Sweeney will speak on "The Radio Adver-
tising Business — in 1962" in keeping with
the convention theme "The Advertising
Business Five Years From Now."
The convention agenda is to start with a
welcoming speech by James Christopher,
WSAAA president, at 1 p.m. Thursday.
Roger Barton, project and public relations
director. Alfred Politz Research, will speak
on "The Advertising Business — in 1962";
then Mr. Sweeney will make his address,
followed by Lowell Brekke. Smile Employ-
ment Service, Los Angeles, on "Advertising
Agency Personnel Problems — Now and in
1962"'; Selig Seligman. general manager.
KABC-TV Los Angeles, on "Tv— in 1962";
Today and in 1962"' (speaker not yet sched-
uled): Howard Benn. president, Gould.
Gleiss & Benn. reporting on a study of
Western advertisers. "Your Clients — Will
They Be With You in 1962?" Hugh Tolford.
vice president, California Transit Advertis-
ing, on "What the Next Five Years Will
Bring in Transit Advertising."
Friday morning, a closed session for
WSAAA members only will include a
membership report by Robert Boone, Van
der Boom. Hunt, McNaughton, Los Angeles;
a report of a survey of agency costs and
operations by Macy Baum. Paul &. Baum;
a report on legal developments in the agency
field, by Harry Lindersmith. WSAAA coun-
sel; a headquarters report by Mr. Chris-
topher and one on chapters by Walter Mar-
to, head of his own Pasadena agency; and a
discussion of "How to Set Up an Agency Li-
brary" by Ad Fried, owner, Ad Fried Adv.
Agency. Oakland. Calif.
Friday afternoon, the convention reverts
to an open meeting, with talks on "News-
paper Advertising Business — in 1 962." by
Charles Horn, advertising director. Los
Angeles Examiner; "Agencies' Growing Tax
and Accounting Problems," by E. A. Evan-
son, Arthur Anderson & Co.; "How to Con-
duct a Sales Meeting," by Tyler Macdonald,
vice president, Hixon & Jorgensen, Los
Angeles; "The Adman and His Health," by
Dr. Lewis T. Bullock, associate professor
of medicine at U. of Southern California;
"Printing Predictions," by Dale Magor, vice
president and sales manager, Jeffries Bank-
note Co., Los Angeles; "How to Handle
Creative People," E. A. Adams, Los Angeles
Art Center.
Dr. Elwood Thrippe, chairman of the
London Institute of Advertising Relations,
will make the principal address at the con-
vention's dinner on Friday. Mr. Barton, first
speaker on the agenda, is the last as well,
concluding the business sessions with a talk
on "The Advertising Business in 1962 —
Second Phase."
The Harry Maizlish stations — KPAL
Palm Springs' and KRHM (FM) Los An-
geles— will be hosts at a cocktail party and
outdoor steak fry on Thursday. The Palm
Springs Desert Sun will give the pre-dinner
cocktail party on Friday. Convention meet-
ings will be held at the Desert Inn: luncheon
and dinner at the Oasis Hotel.
Total attendance of more than 300 — a
record-breaking number — is expected to at-
tend the three-day meeting. Convention
Chairman Doug Anderson of Anderson-Mc-
Connell Adv. Agency. Los Angeles, said
last week.
Ross, Lonsdale Talks Featured
At Hollywood Advertising Club
WHEN an advertiser plans to expand his
distribution in a big way into a new mar-
ket in which his agency does not maintain
an office, the agency can open a branch
there or acquire one by purchase, merger
or affiliation, or it can relinquish the ac-
count to another agency, at least in the new
market. So much was agreed on by Jon
Ross, owner of his own agency in Los An-
geles and also an affiliate in that city of
Miller. Mackay, Hoeck & Hartung of Seat-
tle, and Phil Lansdale, whose agency re-
DELCO batteries have the important role of powering the boat that powers these skiers
in Florida's Cypress Gardens. This shot is from a filmed commercial prepared by
Campbell-Ewald Co., New York, emphasizing Delco batteries for watercraft engines.
Seen on NBC-TVs Wide Wide World, it was prepared by Don Kraatz. United Motors
Service tv account executive, and Art Ross, New York tv production chief, under
general supervision of Philip L. McHugh. tv vice president for Campbell-Ewald.
ADVERTISERS & AGENCIES
BROADCASTERS have been used to
putting a show on the road and cutting in
commercials from the studio. But last
Monday Westinghouse reversed the pro-
cedure and hauled a crew of 14 technical
and five production people plus four tons
of equipment to Columbus, Ohio, to in-
sert its "sand test" live commercial into
a New York origination of CBS-TV's
Studio One.
It cost $10,000 more than the approxi-
mate $13,000 it usually takes to do the
commercial in New York, but Westing-
house went out to settle an argument and
sell washing machines. It started last fall
when the sponsor and its agency, Mc-
Cann-Erickson, hit upon the sand test to
prove to prospective customers that the
Westinghouse Laundromat (does a better
job of cleaning clothes than other auto-
matic washers [B»T, Nov. 19, 1956]. The
stunt was put on Studio One in a regular
CBS-TV studio origination, but some
viewers thought it was rigged.
In fact Mrs. Fred R. Asay and Mrs.
Michael Spangler, neighbors in Colum-
bus, got into an argument, Mrs. Asay de-
fending her Laundromat against Mrs.
Spangler's competitive brand. When
Westinghouse learned of the "local test",
it was decided to remote the live commer-
cial and show it to a national audience,
using the women's own machines.
Westinghouse hostess Betty Furness ap-
peared in Columbus for the six-minute
cently was merged with Edward S. Kellogg
Co., Los Angeles.
The two agency principals were speak-
ers at last Monday's luncheon meeting of
the Hollywood Advertising Club.
Stressed by Mr. Ross was the importance
of autonomy for the affiliate agency, which,
he said, "must have buying power," the au-
thority to order the time and space from
local media just as he does for his own cli-
ents.
Proper understanding of the problems in
advance is the best way to make affiliation
work, particularly the financial details, ac-
cording to Mr. Lansdale. Pointing out that
an affiliation, like a new account, involves
additional expenses for an agency at first,
he said that this should be recognized and
worked out in advance. "If an affiliation's
commercial, which employed split-screen
technique of almost documentary nature.
The only production problem was Mrs.
Spangler's losing her shoe in a dash across
the street through two inch, slushy snow
to her neighbor's house during the tv test.
A marked increase in Westinghouse
Laundromat sales last week following the
Columbus commercial was reported to
B»T Thursday by Jack Lee, manager,
laundry equipment dept., major appli-
ances division, Westinghouse Electric
Corp. He said this sand test was the most
effective to date because of its "human
interest" and "believability."
ARBITRATING the decision, Betty
Furness (1) looks on as Mrs. Michael
E. Spangler (c) inspects results after
a Westinghouse sand test. Mrs. Fred
R. Asay waits for the verdict.
going to work, it must be profitable to both
parties," he said. Establishing a routine for
transmitting instructions to eliminate mis-
understandings is equally important, he
noted.
Dry Goods Retailers to Meet
THE mid-year convention of the sales pro-
motion division of the National Retail Dry
Goods Assn. will be held in New York May
20-22. Sessions will be devoted to discus-
sions of a more effective use of television
and other media by retailers. The tv pres-
entation will be made by Howard P. Abra-
hams, director of retail sales for Television
Bureau of Advertising, N. Y.. and will cover
the writing of commercial copy, creation of
storyboards, production of commercials and
the use of ID's, chain breaks and spots.
AT&T Ad Budget Rapped
At Stockholder Meeting
AN ATTACK on American Telephone &
Telegraph Co.'s advertising program and
a stockholder proposal calling for a nation-
wide radio-tv hookup (closed circuit or
open wire) of AT&T's annual stockholder
meetings figured prominently last Wednes-
day in New York during the 72nd annual
meeting of the world's biggest utility.
The four-hour session was attended by
approximately 3,000 shareholders and a
few proved to be highly vocal. Among them:
• Jonah J. Goldstein, former New York
general sessions court judge, who charged
AT&T with "extravagant and useless ad-
vertising."
• Lewis D. Gilbert, self-proclaimed spokes-
man for "the little shareholder," who came
out for a $25,000 ceiling on all future an-
nual pensions to AT&T officers.
• Mrs. Wilma Soss, president of the Fed-
eration of Women Shareholders in Ameri-
can Business Inc., whose Pocketbook News
is a weekly WRCA New York feature. Mrs.
Soss proposed that AT&T "telecast" its
stockholder meetings by closed circuit.
But the stockholder proposals for a 4-to-l
capital stock split, a pension ceiling and the
telecasting of annual meetings were soundly
defeated by a majority of the shareholders.
Of the total shares, 76% were voted directly
or by proxy.
Discussion of AT&T's advertising was
triggered indirectly by Mr. Gilbert, who
asked AT&T President Frederick R. Kappel
how much of the $1.2 billion operating
expenses for 1956 was devoted to advertis-
ing. Mr. Kappel replied that $37.7 million
was spent (of which $7 million went into
radio-tv, he said afterward), an increase of
$4 million over 1955, and due, he explained,
"to increased costs, larger outlay and more
advertising all around."
AT&T, a long-standing radio advertiser
(The Bell Telephone Hour) expanded its
broadcast activities last year with the John
Nesbitt Telephone Time dramatic film
series on CBS-TV, now on ABC-TV. It
also sponsored the first of its Frank Capra-
Shamus Culhane Science Series on CBS-TV.
Its agency for the Bell System is N. W.
Ayer & Son, New York.
Judge Goldstein decried the "many mil-
lions that are spent yearly in useless and
extravagant advertising." He asked, "Does
a company, without competition, which has
a legal monopoly, require a coast-to-coast
television program . . . the cost of which in
1956 was $3,645,928?" (He said this figure
was supplied by AT&T.)
He also criticized print advertising for
AT&T's manufacturing arm, Western Elec-
tric Co.. by disclosing that WE's 1956 ad
budget was $1,440,000.
ARF Conference Scheduled
THE third annual conference of the Adver-
tising Research Foundation will be held
Nov. 14 at the Plaza Hotel in New York.
Arthur Hull Hayes, president of CBS Radio,
is chairman of the program committee.
Page 32 • April 22, 1957
Broadcasting • Telecasting
Get more than y$\
(of Iowa's Food Sales Potential)
WHO gives you Iowa's
Metropolitan Areas (Vz of Food Sales)
. • • PLUS THE REMAINDER OF IOWA!
Iowa's six Metropolitan Areas, all
combined, do 37.5% of the State's
Food Sales. The rest of Iowa accounts
for a whopping 62.5%!
You can buy a number of Iowa radio stations and
get good coverage of individual Metropolitan Areas —
but WHO gives you high coverage of ALL Metro-
politan Areas, plus practically all the REMAINDER
of Iowa, tool
FREE MERCHANDISING!
WHO Radio maintains one of the nation's most com-
prehensive and successful FREE merchandising services
in 350 high-volume grocerv stores for FOOD adver-
tisers who buv S300 gross time per week: in 250 high-
volume drug stores for DRUG advertisers who buy
S250 per week. (A S200 Food plan is also available.)
Ask us — or PGW — for all the facts!
WHO Radio is part of
Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines
WOC-TV, Davenport
Sioux City — 4.4
Dysuque — 3.1 %
Tri-Chies — 10.8%
Ceccr Scpids — 3.7?
Wclerloo — 4 5-,
REMAINDER
OF IOWA
62.5%!
IOWA FOOD SALES
1 956 Consumer Market Figures
WHO
for Iowa PLUS !
Des Moines . . . 50,000 Watts
Col. B. J. Palmer. President
P. A. Loyet, Resident Manager
(>i Robert H. Harter. Sales Manager
(^j^^ Peters. Griffin, Woodward, Inc.,
National Representatives
Broadcasting
Telecasting
April 22. 195? • Page 33
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How about you? Looking for the station that
makes cash registers hum? Then see your
PETRYMAN right away for hot availabilities!
Radio Services of the
Dallas Morning News
Edward Petry & Co.
National Representatives
Page 34 • April 22, 1957
Broadcasting • Telecasting
ADVERTISERS & AGENCIES
Bumble Bee's Spots:
ILLUSIONS & FACTS
WHIMSY and a lesson in nutrition
key some of the new tv spots for
Bumble Bee Tuna. Here are two writ-
ten and produced by Richard K. Man-
hoff Inc., New York, agency for Co-
lumbia River Packers Assn.. and
filmed by MPO Television Films Inc.
In the "Tommy and the Tuna" se-
quence, a boy realizes a dream of a
huge stack of tuna sandwiches. '"But,
Tommy" questions an off-camera
voice, "are they Bumble Bee tuna
sandwiches?" As one sandwich is
plucked from the middle, the upper
half of the pile appears suspended in
midair. Tommy makes his inspection
with the voice advising him just what
to look for in Bumble Bee brand.
In another spot, the off -camera voice
quizzes a boy and girl on "the highest
protein food." In correcting their first
choices, which reflect popular miscon-
ceptions, the voice explains the food
values of tuna.
Ely Named McAdams President;
Sackler Remains as Chairman
EXECUTIVE changes including the elec-
tion of Dr. DeForest Ely to president were
anounced last week by William Douglas
McAdams Inc.. New York, agency special-
izing in medical and pharmaceutical adver-
tising.
Dr. Ely suceeds Dr. Arthur M. Sackler,
who retains his post of board chairman.
W illiam E. Duryea, a vice president since
1955. becomes executive vice president;
John Kallir. copywriter, account executive
DR. EtY DR. SACKLER
and supervisor since 1952. and Stephen W.
Schwartz, with the agency for the past five
years and director of the agency's radio and
tv division, were elected vice presidents. Mr.
Schwartz continues to supervise radio and
tv activities.
Other top executives include Mrs. Helen
Haberman, with the agency since its found-
ing in 1929, and remaining as senior vice
president, and Dr. Lawrence Sophian who
continues as vice president and medical
director.
Dr. Ely joined the agency in 1947 and has
been a vice president since 1950. Dr. Sackler
had been president from 1947 to 1954 when
he became board chairman on the death of
William Douglas McAdams.
Edwin Kraft Fined $1,000
On Mail Order Fraud Count
EDWIN A. KRAFT. 61. whose per inquiry
campaigns for assorted nursery stock have
enlivened radio history for two decades, has
been fined SI. 000 by a federal court in St.
Paul. In addition, he has been ordered by
the court to repay some 2.000 customers
who claim they paid SI for four geranium
plants which never arrived.
Judge Dennis Donovan imposed the sen-
tence when Mr. Kraft threw himself on the
mercy of the court. He had been convicted
two years ago of operating a newspaper
mail order venture which allegedly brought
him S26,000. but the conviction was re-
versed by a federal appellate court which
ordered a retrial. Original complaints were
based on investigative work by the Sr. Paul
Dispatch and Pioneer-Press.
Mr. Kraft first attained national stature
nearly two decades ago when his North-
west Radio Adv. Co.. Seattle, promoted
nursery deals on a per-inquiry basis. At
that time some broadcast stations were un-
happy about the payment they received from
Northwest and many customers complained
they either didn't get their plants or received
little bundles of seedlings. At one time he
operated KINY Juneau, Alaska, and KTKN
Ketchikan.
FDA Asks Broadcaster Caution
On Hoxsey 'Cancer Treatment'
FOOD & DRUG Administration last Thurs-
day cautioned stations and networks to be
wary of attempts to gain air time in behalf
of the so-called Hoxsey "cancer treatment."
An FDA spokesman said that Dr. Harry
M. Hoxsey. who has been convicted several
times for practicing medicine without a li-
cense and who has been under government
fire many years, has been approaching sta-
tions for air time. According to FDA, Dr.
Hoxsey contends his treatment is a con-
troversial issue between him and the medical
profession and. accordingly, warrants air
time.
FDA pointed out to broadcasters that
federal courts twice have made findings
adjudging the treatment for internal cancer
to be "worthless." Earlier. FDA Deputy
Commissioner John Harvey explained that
a public warning is necessary because court
action against the Hoxsey treatment cannot
be completed for some time.
It's understood Dr. Hoxsey had arranged
to be interviewed on a New- York station.
However, according to FDA. after consulta-
tion with the government agency, the station
canceled the appearance.
Five Indicted by Grand Jury
In N. Y. Bait-Switch Crackdown
THE bait-switch advertising crackdown in
New York City last week brought indict-
ments of five by a Kings County grand jury.
The men. associated with three sewing ma-
chine companies, were charged with conspir-
ing to cheat the public by misleading ad-
vertising.
The defendants pleaded not guilty at
arraignment and were released in S500 bail.
No date for trial was set. Indicted were
Michael Bruck. Louis Kushner, Jacob Ep-
stein, Norman Epstein and John Schneider.
Companies were the Amera Appliance
Corp.. Queens: Royal Sewing Machine Co.,
Brooklyn, and the Federal Testing Co.,
Brooklyn.
District Attorney Edward S. Silver (Kings
County) reported charges were based on
tv advertising that offered sewing machines
for S29.50. Salesmen got into viewers'
homes through offers of household gifts,
but, it was charged, the prospective buyer
was urged to buy a $170 machine instead of
the one advertised.
Grey, Emerson to Part Ways
GREY ADV., New York, announced last
week it had resigned the Emerson Radio &
Phonograph Corp. account (tv sets, radios,
phonographs and Quiet-Heat (air condi-
tioner). A spokesman for Grey announced
the five-year association was being termi-
nated amicably and by mutual consent. Grey
will continue to service the account until
a new agency is appointed.
'Advertising Miss' Crowned
GLORY ICKES. J. Mathes Inc.. New York,
was crowned "Advertising Miss 1957" dur-
ing the seventh annual "Inside Advertising
Week" banquet April 4 in New York. Other
winners were Lori Merrins, John Mather
Lupton Adv., New York, second place, and
Elaine Lombardo. BBDO. third place. Miss
Ickes gets a vacation in Florida as her prize.
The event was sponsored by the Assn. of
Advertising Men & Women.
Broadcasting • Telecasting
April 22. 1957 • Page 35
ADVERTISERS & AGENCIES
THE NEW SALES HORIZONS FOR RADIO
NEW vistas have unfolded for radio ad-
vertising, Milton F. (Chick) Allison,
eastern sales manager, CBS Radio Spot
Sales, told the Advertisers Club of Cin-
cinnati last Thursday. Revised market
concepts, better radio programming and
new ideas in research and selling afford
these opportunities, he said. Here is a
condensed text.
RADIO Spot Sales stations had the greatest year in their history, as
did most radio stations. In fact, our amount of gain last year was
equal to our entire billing ten years before. We'd like to think it
resulted from the fact that we have a hard-hitting, aggressive sales
organization. But I'm convinced that the increasing costs of tele-
vision, together with the disappointing daytime tune-in plus the high
level of the economy, had just as much to do with it.
And it is also due in part to the highly personal type of service
which radio continued to excel. Nobody can touch us for good
music and news, public service, information about what your gov-
ernment is doing in Washington, what is happening on the local
scene. Of course, nobody can touch us for bad music, either, but
the beauty about that is you can always tune to something else.
I am convinced radio's spread to the bathroom, the kitchen, the
patio, the garage, the dairy barn, the study, the playroom, are all a
direct result of its highly personal service. This is reflected in sales
of sets, which in 1956 reached an all-time level of eight and a third
million receivers, according to RETMA, compared to just under
seven million the year before.
The fact that most of these were small, in many cases portable
sets, only serves to re-emphasize my point that people want a
radio set near them at any time of the day or night.
While all this was going on, the field of home radio, automotive
receiver numbers and automotive listening continued to mount. No
matter what research service you use, it is apparent that automotive
listening adds between 20% and 25% to the total listening audience
— a valuable adjunct to the already wide — as well as deep — audi-
ence dimension that still delivers for radio the lowest cost and most
efficient selling impressions in all advertising.
I have refrained from quoting frequently published research
figures — my preoccupation should be with the broad general phi-
losophy of our medium — and some of the challenges the future
presents.
With that in mind, I'd like to touch on three aspects of the future
that offer promise and a fascinating challenge:
(1.) New horizons in markets
(2.) New horizons in radio programming
(3.) New horizons in radio research, selling and buying
In any discussion of the development of markets, it is obvious that
far and away the greatest emphasis must be given to the tremendous
■ — almost volcanic — eruption of suburbanization. The greatest
challenge to our distribution system of the future lies in its ability
to deal with a migratory phenomenon that pales anything compared
to it in our history. These are manifestations of the signal change in
the living places and living habits of our people, and the changes
these in turn mean in buying habits.
The New York Times a short time ago completed a series of
articles which among other things pointed out that the eastern
seaboard, from a short distance north of Boston to a short distance
south of Washington, D. C, has become one vast and continuous
suburban area. In such a scene, if such sweeping and rapid changes
present a tremendous distribution problem, they present to even
Page 36 • April 22, 1957
a greater degree, staggering advertising problems. And almost the
only economical communications answer is umbrella radio.
A number of years ago, when I was on active duty with the
Navy, and doing some special work with the Industrial Incentive
Division, we very quickly decided to place heavy emphasis on
radio. Not only because 96% of all homes have a radio in working
condition, but our surveys revealed that when families moved into
defense plant areas for employment, they quite easily established
their favorite radio programs and stations within a mater of hours.
But it was often weeks or months before they established regular
reading habits with unfamiliar newspapers. If that was true then,
it must be to a greater degree true now — and since the local news-
papers offer the only other means of regular communication to these
newly created homes of our nation, they must be considered the
only other important advertising way to reach these people.
I do not wish to make this a competitive pitch against newspaper
advertising as such, but rather to call attention to some already
published data. Even in already established communities, only two
out of three United States families receive a metropolitan news-
paper. As the RAB pointed out, "Incomplete newspaper penetration
is most critical where the supermarkets are putting their biggest
new investments — the suburbs. Even the circulation of the out-
standing dailies in the top cities drop off 20% in this important
marketing area."
Arthur Porter of J. Walter Thompson remarked before the
Canadian broadcasters [B*T, April 1] that "national coverage
through local newspapers can become a very costly procedure,"
especially when you keep in mind that only three out of ten of
any newspapers' women readers will read even half through an ad,
the full page these days will deliver slightly under 10% of the
homemakers.
Another new horizon in markets is the confidence shown in our
economic future by the announced plans of business for continued
expansion and diversification. All of which will result in new
products for exploitation.
Almost daily there is news of the entry of big companies into
diversified fields — Hamilton Watch into electronics . . . Procter &
Gamble into new food lines . . . distillers into anti-biotics . . .
chemical companies into fabrics and many more.
Another example of diversification and expansion is National
Distillers. Even as I speak to you today, the top management of
the company is presenting a proposal to change its corporate name
to National Distillers and Chemical Corporation, more accurately
to reflect the true business of the company. Because in its industrial
division it has ventured into the manufacture of titanium metal,
into fertilizers, and into polyethylene plastics. And at DuPont. some
2,200 scientists in 71 labs labor ceaselessly to add to the 1,200
products or product lines already produced by the company.
And in the study of changing markets, surely one cannot over-
look the St. Lawrence Seaway. From the Gaspe Peninsula on the
east to Duluth, Minnesota, on the west, great hope is held that this
will be the next great industrial growth region of the northern
hemisphere. It is significant that normally conservative brokerage
houses, at least those I know in New York, are very glowing in
their enthusiasm for investment growth in this great St. Lawrence
area.
At another end of the country, you are familiar, with the rise
of Southern California and Florida. Companies with headquarters
in the middle west and Atlantic states have reported tremendous
recruiting success for engineers and other technicians needed to
man new branch plants in both those areas. Allied Van Lines re-
ported at the end of 1956 that nearly 25% of all household effects
moved during the year were either to Florida or California.
This leads not only to a re-appraisal of your marketing plans,
but also points up once more the great opportunity that lies ahead
in those areas for radio.
These new and growing markets will bring us to new horizons
of programming. More and more, it seems to me, radio will become
Broadcasting • Telecasting
a highly personal service to the listener. As people move to new
homes in the suburbs, the news, time signals for the commuter,
weather and road conditions assume greater importance in the
listener's day-to-day living problems. But it's broader than that.
The listener is also interested in the school problems of his new
community as related to the whole suburban area — in the highway
projects which may affect the value of his new home — in legislation
pending in the county, and state, and nation. Here again, far-sighted
planners in programming take care of his needs.
Our stations all over the country are constantly upgrading their
quality and diversity of service, the reaction of advertisers has been
they are willing to pay for the type of audience that listens to
something other than the top 25 tunes and news read from a
service ticker.
We have had the benefit all along of a hard core of continuing
interest in radio that not only has survived television, but has
thrived all the way. I refer, of course, to the daytime dramatic
serials. Every survey that has ever been taken reveals that more
people listen to daily stories than to any other kind of radio.
Long ago it became an integral part of the operation of CBS
stations, on a local level, to develop strong selling personalities . . .
who are so much above the level of a so-called disc-jockey. As a
result, we have achieved a quality of commercial programming
which not only the listener, but the advertiser, is acutely aware of.
One thing in particular to which we have paid close attention
is over-commercialization. More and more advertisers are saying
as one multi-million spot advertiser said recently: "Td be willing
to spend 10% to 20% more to have my commercial given special
attention, so that it becomes really something to listen to in the
program itself. I think it is throwing money away for me to try to
compete for attention with several other products, all broadcast
one right after the other."
Any number of advertisers that I've talked to personally feel the
same way, and it has gone so far that one of New York's biggest
agencies recently conducted an intensive campaign to reduce over-
commercialization. We agree.
Our business has come of age to the point that we know the
numbers of people we reach are impressive and represent efficient
advertising buys. Just so I won't overlook the importance of numbers,
however, even though saturation radio isn't for everyone: Art Porter
pointed out that 100 spots a week, strategically placed in peak
listening hours can succeed in reaching half of the radio homes in a
station's area, an average of three to five times a week.
Sherrill Taylor's RAB promotion piece indicated that 200 an-
nouncements per week on three stations would reach three-fourths
of all homes an average of nearly 20 times in 4 weeks.
But there's something to be said, too, about appeal to a specialized,
audience, and that's again where radio's versatility gives it such a
tremendous advantage. A move to the suburbs for the average
family means a move to the out-of-doors, too. Nielsen estimated
last summer that two out of three families ate meals out-of-doors
during the month of August. The numbers didn't vary much by
geographical location or times per month, so that would make
week-end radio, which you can steal, a very efficient buy on a
station which slants its programming to the patio bird watcher. The
automotive audience is a captive audience of the very first order.
Which brings us to the new horizon in research, selling, and
buying. Long ago we established in radio that if you bought on
numbers alone, you would never buy anything else. There is no
known medium that will deliver as many listeners or selling impres-
sions per dollar as radio.
But there are many considerations besides cost. I would like to
feel that within the few months and years the emphasis could be
placed on qualitative rather than quantitative research — motivation
research, psychological reasons why people buy and especially
audience composition. I'd like to feel that this might also extend into
the field of media buying at the agency and advertiser level.
I would like to hope that we could have the benefit of studies of
the emotional reasons why you, as advertising executives, spend
your money the way you do. I feel that old lace curtain radio would
still come out smelling like a rose.
Many people feel that television stole the glamour from radio.
Let's look at it this way. Television's glamour is the glamour of
show business. Ours is the glamour of selling business, and if the
current state of business is any index, we have a great deal of that
kind of glamour to offer. More than ever, the use of radio involves
the techniques of reaching the most responsive audience for your
product at the optimum time.
As a case in point take the working women's audience. Thirty
percent of all women over 14 in this country are gainfully employed.
That makes them patsy for nighttime radio, and week-end radio,
when they're at home — washing undies, cleaning house, doing the
thousand and one jobs which they can do while listening to radio.
Another thing I believe to be significant, and a trend in radio, is
the return to the buying of franchises — not in terms of high-rated
programs with big names, but in terms of times and audience. If
you sit up late enough, you are familiar with Music Til Dawn,
the all-night, fine music program sponsored by American Airlines
on nine stations. Amercan is now in its fifth year of this high
franchise program, and the sales, as well as public relations, impli-
cations can hardly be over-estimated.
American is sold on other types of radio, too. I have just com-
pleted negotiations with Vice President Bill Smith at Lennen &
Newell for three-year firm non-cancellable contracts on KNX Los
Angeles; and WBBM Chicago; for thirty-five announcements per
week in selected listening periods. And just two weeks ago, I had
lunch with a senior vice president of one of the Lever agencies at
which we discussed negotiations for five-year firm contracts for all
Lever products, to be placed on the basis of 100 to 400 announce-
ments per week, four to five times per year, on all Lever products.
There are obvious problems, but this shows how blue chip adver-
tisers are thinking in terms of franchises on big time radio.
The Next 10 Days
Of Network Color Shows
CBS-TV
April 23, 30 (9:30-10 p.m. ) Red Skel-
ton Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
Co. through Gardner Adv.
April 24, May 1 (8-9 p.m.) Arthur
Godfrey Show, participating sponsors.
April 26 (3:30-4 p.m.) Bob Crosby
Show, participating sponsors.
NBC-TV
April 22-26, 29-May 1 (1:30-2:30
p.m.) Club 60, participating sponsors
and agencies.
April 22 (8-8:30 p.m.) Adventures
COLORCASHI
of Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through SSC&B.
April 22, 29 (9:30-10:30 p.m.) Rob-
ert Montgomery Presents, S. C. John-
son & Son through Needham. Louis
& Brorby and Mennen Co. through
Grey Adv.
April 23-26, 29-May 1 (3-4 p.m.)
Matinee Theatre, participating spon-
sors.
April 23, 30 (8-8:30 p.m.) Arthur
Murray Party, Speidel through Nor-
man. Craig & Kummel and Purex
through Weiss & Geller.
April 24, 26, May 1 (7:30-7:45 p.m.)
Xavier Cugat Show, sustaining.
April 24, May 1 (8-8:30 p.m.) Mas-
querade Party, participating sponsors.
April 24, May 1 (9-10 p.m.) Kraft
Television Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
April 25 (9-10 p.m.) Chevy Show.
Chevrolet Motors through D. P.
Brother & Co.
April 26 (8:30-9 p.m.) Gulf through
Young & Rubicam.
April 27 (8-9 p.m.) Perry Como
Show, participating sponsors.
April 28 (9-10 p.m.) Alcoa Hour.
Aluminum Co. of America through
Fuller, Smith & Ross.
April 29 (8-9:30 p.m.) Producers
Showcase, RCA-Whirlpool through
Kenyon & Eckhardt.
Broadcasting • Telecasting
April 22, 1957 • Page 37
ADVERTISERS & AGENCIES
Civic Leaders Approve
Tv Ads, Says NAB Poll
TELEVISION commercials have been given
a vote of confidence by civic-cultural-educa-
tional leaders of the nation who participated
in a national survey just completed by the
National Audience Board, organization de-
voted to the betterment of broadcast pro-
gramming and advertising.
A total of 1.994 qualified ballots, received
from organization leaders in 26 states who
monitored 146 stations and reported on
327 different commercials, gave them a na-
tional average score of 79.73%, according
to Mrs. Richard Kaplan, U. of California
faculty member who had charge of com-
piling, analyzing and interpreting the re-
sults.
Despite differences in the psychological-
sociological attitudes in which various in-
dividual respondents considered the tv com-
mercials— ranging from the 17.8% who
found nothing at all wrong with any com-
mercials they saw to the 1.5% who ex-
pressed strong objections to advertising on
tv, particularly advertising of beer or ciga-
rettes— the majority of the group voted in
favor of each of ten aspects of tv commer-
cials dealt with in the questionnaires.
Somewhat surprisingly, the highest per-
centage of favorable votes was in the mat-
ter of taste, 81.8% of all who replied an-
swering affirmatively to the question: "Is
the commercial in good taste?" For the
rest, 76.9% found tv commercials to be
"soft selling"; 74.6% thought they have
"eye-appeal"; 73% said they are "believ-
able"; 69.8% felt they are "effective";
69.4% believed they would remember the
product advertised and 56% said the tv ads
had "imagination." To the three negative
questions, only 22.9% found commercials
"louder than the program"; 30.7% felt they
are "'too long" and 34.3% considered them
"exaggerated or meaningless."
NAB itself admits that ambiguities in
phrasing some questions may have affected
the answers, particularly in the one ques-
tion: "Is the commercial louder than the
program?" with its suggested scoring from
0 to 10. The tabulators, students of statis-
tics working under Mrs. Kaplan's supervi-
sion, felt the question led some respondents
to take 10 as indicating the degree of loud-
ness rather than maximum satisfaction. Dif-
ferences between numerical score and com-
ments, which caused the tabulators to dis-
LATEST RATINGS
April 1-7, 1957
1.
The Bob Hope Show
NBC
36.4
2.
I Love Lucy
CBS
36.3
3.
Person To Person
CBS
35.2
4.
The Perry Como Show
NBC
33.4
5.
The $64,000 Question
CBS
32.4
6.
The Jack Benny Show
CBS
30.6
7.
You Bet Your Life
NBC
30.3
8.
The $64,000 Challenge
CBS
29.3
9.
The Lineup
CBS
28.8
0.
The Red Skelton Show
CBS
28.8
Copyright, Trendex
March 1-7, 1957
Program Rating
1 . / Love Lucy 49.6
2. $64,000 Question 41.0
3. You Bet Your Life 38.7
4. I've Got A Secret 38.0
5. Alfred Hitchcock 37.3
6. Ed Sullivan 37.2
G. E. Theatre 37.2
8. Disneyland 36.7
9. Red Skelton 36.5
10. Perry Como 36.4
background: The following programs,
in alphabetical order, appear in this
week's B«T tv ratings roundup. In-
formation is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Steve Allen (NBC-130): U.S. Time (Peck).
Jergens (Orr), Brown & Williamson
(Bates), Polaroid (Doyle Dane Bern-
bach), Vitamin Corp. of America
(BBDO), Sun. 8-9 p.m.
Jack Benny Show (CBS-179) : American To-
bacco Co. (BBDO), Sun., 7:30-8 p.m.
Perry Como (NBC-137): Gold Seal (Camp-
bell-Mithun), Kimberly-Clark (Foote,
Cone & Belding), Sunbeam (Perrin-
Paus), RCA (K&E). S&H Green Stamps
(Sullivan, Stauffer, Colwell & Bayles),
Kleenex (Foote, Cone & Belding), Sat.
8-9 p.m.
December Bride (CBS-186): General Foods
(Benton and Bowles), Mon. 9:30-10 p.m.
Program
Viewers
1.
/ Love Lucy
48,410,000
2.
Perry Como
39,190,000
3.
Ed Sullivan
38.280,000
4.
Disneyland
35,400.000
5.
People Are Funny
35,280,000
6.
G. E. Theatre
34,910,000
7.
Jackie Gleason
34,900.000
8.
You Bet Your Life
34,690.000
9.
I've Got A Secret
33,960,000
10.
$64,000 Question
33,920,000
Copyright, American Rese
arch Bureau
Second Report for March, 1957
Two Weeks Ending Mar. 23
Total Audience (Homes-000) (t)
Rank Rating
L. Ed Sullivan Show 19,178
2. Perry Como Show 16,820
3. $64,000 Question 16,152
4. Disneyland 15,720
5. Chevy Show— Bob Hope 15,563
6. Steve Allen Show 15.563
7. / Love Lucy 15,366
8. Saturday Color Carnival 14,855
9. Shower of Stars 14,580
10. December Bride 14,384
Average Audience (?) Homes
Rank Rating
1. Ed Sullivan Show 15,170
2. $64,000 Question 14,111
3. / Love Lucy 14,502
4. December Bride 13,755
Disneyland (ABC-170) : American Motors
(Geyer-Brooke, Smith, French & Dor-
rance), American Dairy (Campbell-
Mithun). Derby Foods (M-E) Wed. 7:30-
8:30 p.m.
Ford Show (NBC-172): Ford Motor Corp.
(J. Walter Thompson Co.), Thurs. 9:30-10
p.m.
G. E. Theatre (CBS-152): General Electric
(BBDO), Sun. 9-9:30 p.m.
Jackie Gleason (CBS-174): P. Lorillard
(Lennen & Newell), Bulova (M-E), Sat.
8- 9 p.m.
Alfred Hitchcock (CBS-137): Bristol-Mvers
(Y&R), Sun. 9:30-10 p.m.
Bob Hope Show (NBC-144): Chevrolet
(Campbell-Ewald), Sun. 9-10 p.m.
I Love Lucy (CBS-162): General Foods
(Y&R), Procter & Gamble (Grey), Mon.
9- 9:30 p.m.
I've Got A Secret (CBS-190): R. J. Reyn-
olds Tobacco Co. for Winston Cigarettes
(Esty), Wed. 9:30-10 p.m.
Lineup (CBS-153): Brown & Williamson
(Bates), Procter & Gamble (Y&R), Fri.
10- 10:30 p.m.
People Are Funny (NBC-186) : Anahist
5.
Ford Show
13,362
6.
Perry Como Show
13,244
7.
Chevy Show-Bob Hope
13,087
8.
Private Secretary
12,890
9.
G. E. Theatre
12.812
10.
I've Got A Secret
12,655
Total Audience (%)*
Rank
Rating
1.
Ed Sullivan Show
50.3
9
Perry Como Show
44.9
3.
$64,000 Question
42.0
4.
Disneyland
41.2
5.
Chevy Show-Bob Hope
41.2
6.
Steve Allen Show
41.0
7.
I Love Lucy
40.1
8.
Saturday Color Carnival
39.3
9.
Shower of Stars
38.5
10.
December Bride
37.6
Average Audience (%)*
Rank
Rating
1.
Ed Sullivan Show
39.8
2
$64,000 Question
38.4
3!
I Love Lucy
37.8
4.
December Bride
36.0
5.
Perry Como Show
35.3
6.
Ford Show
34.8
7.
Chevy Show-Bob Hope
34.7
8.
G. E. Theatre
33.9
9.
Private Secretary
33.8
10.
I've Got A Secret
33.3
(t) Homes reached by all or any part of the pro-
gram, except for homes viewing only 1 to 5
minutes.
(S) Homes reached during the average minute of
the program.
* Percented ratings are based on TV homes with-
in reach of station facilities used by each
program.
Copyright 1957 by A. C. Nielsen Co.
(Bates). Wed. 8:05-8:30 p.m.
Person To Person (CBS-64) Amoco (Katz).
Hamm Brewing (Campbell-Mithun),
Time Inc., (Y&R). Fri. 10:30-11 p.m.
Private Secretary (CBS-89) : Lever Bros.
(Ogilvv, Benson. & Mather), W. A.
Schaef'er (Russel M. Seeds), Tues. 8:30-9
p.m.
Saturday Color Carnival (NBC-126) : RCA-
Whirlpool (K&E). Oldsmobile (D. P.
Brother). Sat. 9-10:30 p.m.
Shower of Stars (CBS-173): Chrysler Corp.
(M-E), Thurs. 8:30-9:30 p.m.
S64.000 Challenge (CBS-117): P. Lorillard
(Y&R). Revlon (BBDO), Sun. 10-10:30
f
p.m.
S6 4.0 0 0 Question (CBS-178): Revlon
(BBDO), Tues. 10-10:30 p.m.
Red Skelton Show (CBS-107): Pet Milk
(Gardner). S. C. Johnson & Son (Foote,
Cone and Belding), Tues. 9:30-10 p.m.
Ed Sullivan (CBS-174): Lincoln-Mercury
(K&E). Sun. 8-9 p.m.
You Bet Your Lite (NBC-155): Toni
(North), DeSoto (BBDO), Thurs. 8-8:30
p.m.
Page 38 • April 22, 1957
Broadcasting • Telecasting
We Took
Our
First
toward proving that
Notfunq — but iurfJuiu| outalk ifd M mh\
wi
PHILADELPHIA
Nationally represented by EDWARD PETRY & CO., INC.
Broadcasting • Telecasting
April 22, 1957 • Page 39
ADVERTISERS & AGENCIES
FTC ACCEPTS OFFER
IN reporting on the results of its sur-
vey of what civic leaders think of tv
commercials, the National Audience
Board revealed that the Federal Trade
Commission's Bureau of Investigation
has "officially accepted" NAB's offer
to refer commercials to that agency
in connection with its study of false
and misleading advertising.
card some 200 ballots, were especially no-
ticeable for this question.
Commenting on the chief objections
voiced to tv commercials by those who an-
swered the questionnaires, Mrs. Kaplan re-
ported: "Mentioned again and again . . .
was the . . . fact that commercials often
break in on an exciting drama or even a
religious program. A great many viewers
said they had been set against certain prod-
ucts because of this and suggested commer-
cials be confined to the beginning and end
of a program.
"Another common complaint was that
commercials show very little imagination.
This question received the lowest rating of
all.
"The tabulators [noted] comments re-
vealed that the public is not so gullible as
some advertisers seem to think. Comments
showed the public resents being talked down
to, exaggerations, claims such as 'nine out
of 10 Hollywood stars use X product.' "
On the other hand, Mrs. Kaplan said:
"Many viewers reiterated that there are
many worthwhile shows made possible only
because of commercials and that watching
the advertising is not too much in exchange
for the wonderful entertainment they get."
'Cummings,' 'Armstrong Theatre'
Switched on CBS-TV, NBC-TV
R. J. REYNOLDS Tobacco Co.. sponsor
of the Bob Cummings Show Thursday,
8-8:30 p.m. EST on CBS-TV. will move
the program to NBC-TV Wednesday, 9:30-
10 p.m., effective next season.
On the other hand, Armstrong Circle
Theatre, sponsored by Armstrong Cork Co.,
will move from NBC-TV Tuesday, 9:30-10
p.m., to CBS-TV, alternating with U. S.
Steel Hour, Wednesday, 10-11 p.m. BBDO,
New York, is the agency for both Arm-
strong and U. S. Steel.
William Esty Co., New York, represents
R. I. Reynolds, which is expecting to keep
the CBS-TV time and put another show in
when the Cummings program moves to
NBC-TV.
Meanwhile, Kaiser Aluminum & Chemical
Corp., current tenant of the Tuesday. 9:30-
10:30 p.m. time on NBC-TV, and which
was asked by NBC to move back to 10 p.m.,
is still negotiating with CBS-TV and ABC-
TV for another time period. Young & Rubi-
cam, New York, is the agency.
Hanley Promoted at MJ&A
DOROTHY HANLEY, timebuyer at Mac-
Manus, John & Adams, New York, has been
promoted to administrative assistant to
Henry Fownes, vice president in charge of
the New York office. In addition to her
duties as administrative assistant, Miss Han-
ley also takes over all personnel management
duties in New York.
Schuebel Heads N. Y. Office
Of Guild, Bascom & Bonfigli
REGGIE SCHUEBEL, vice president, Nor-
man, Craig & Kummel, New York, has re-
signed [Closed Circuit, April 8] to join
Guild Bascom & Bonfigli, San Francisco,
as director of network relations and head
New York office.
Miss Schuebel
had been associated
with NC&K for the
past year and be-
fore that was presi-
dent of Reggie
Schuebel Inc., New
York. Previously
she was vice presi-
dent in charge of
radio-tv for Duane
Jones Advertising MISS schuebel
Agency and before
that held a similar post with Biow Co.
Miss Schuebel is a veteran in the radio-
tv industry. She conceived the original
Bulova time signal campaign and placed the
account on a record number of markets.
She also produced One Man's Family for
Sweetheart Soap and Take it or Leave It
for Eversharp, among others. On the latter
show she conceived "The $64 Question"
which later was to inspire the creation of
$64,000 Question in television. Miss Schue-
bel also was influential in developing the
full screen identification for tv.
Among the accounts she worked with at
NC&K are Hudson Pulp, Ronson Products,
Chanel, Warner-Lambert and Speidel.
Mrs. Florence Clisbee Dies
MRS. FLORENCE CLISBEE, 58, a com-
mercial radio and tv copywriter, Young &
Rubicam, New York, was found dead in her
apartment in New York City last Monday.
After an autopsy at Bellevue Hospital, her
death was attributed to natural causes. She
was the widow of George Clisbee, a com-
mercial artist and illustrator, who died in
1936. Mrs. Clisbee, who started her adver-
tising career with Macy's department store
and later became manager of the Saks-Fifth
Ave. store in New York, joined the agency
in 1946. She is survived by a sister, Mrs.
Helen Ackley of Los Angeles.
Wash. Creates Promotion Fund
A LAW establishing a department of com-
merce and development for the state of
Washington, and appropriating $1.2 million
for tourist and other promotion, was en-
acted by the State Legislature which re-
cently concluded its biennial session. The
measure was introduced at the request of
Governor Albert D. Rosellini, who promptly
signed it into law.
Baseball Radio Pays,
RAB Study Indicates
A STUDY made for the Radio Advertising
Bureau has found that virtually every base-
ball game broadcast by radio stations
throughout the 1956 season was a spon-
sored program and that the baseball broad-
cast is one of the most effective radio pro-
grams an advertiser can buy today. RAB an-
nounced Thursday.
A summary of the findings is being dis-
tributed to stations, networks and other seg-
ments of the RAB membership, Sherril
Taylor, RAB vice president and director of
promotion, said.
Among reasons accounting for the pop-
ularity of baseball broadcasts with sponsors,
the research revealed, are these: (1) the
product advertised shares attention with a
highly-popular American pastime; (2) such
programs attract the close attention of a
desired audience — the breadwinner; (3)
baseball broadcasts repeatedly command a
loyal, and remembering, audience; (4) they
reach the tremendous out-of-home audience
which the summer season develops; (5) base-
ball sponsorship covers the important spring-
summer selling season — when more than
half of all retail dollars are spent; (6) because
of the length of a baseball broadcast, the
sponsor's message can be delivered frequent-
ly and fully; (7) such programs can be suited
to geographical needs; (8) the baseball broad-
cast can be tailored to fit advertisers' in-
dividual budgets.
In announcing the distribution of the
report, Mr. Taylor said: "The nationwide
competition of major and minor league
clubs, semi-pro teams and kids' leagues
makes this type of responsive programming
readily available to virtually every adver-
tiser in the nation. There is hardly a broad-
caster who cannot make this audience-win-
ning type of program available to the spon-
sors in his trading area at a price commensu-
rate with the local, regional or national ad-
vertising budget. Baseball broadcasts tie in
logically with a wide variety of advertised
products."
STATION SIZE-UP
WEXTON Co., New York advertising
agency, has devised a system of "sta-
tion profile sheets," on various pro-
gramming, marketing and coverage
data about radio and tv stations as a
means of facilitating the planning of
advertising and promotion campaign
for the agency's clients. The accumu-
lation of station information into a
single entity, according to Larry
Schwartz, Wexton president, has been
"very helpful" in planning campaigns.
The sheets cover general information
about a station, including key person-
nel, rating services and competitive
outlets: local programming data; mar-
keting and coverage information; mer-
chandising services available, and a
report on the station's local promo-
tional and advertising practices.
Page 40 • April 22, 1957
Broadcasting • Telecasting
■■■■■■■■■ - ■■■■
WIP
the best sales force
in Philadelphia
and the Delaware Valley
35
is years young,
We hope that when our own firm is 35 we can
still be as alert and aggressive, as lively
and progressive as this great Radio station.
As they say, and as they prove, "nothing
but nothing outsells good old Radio!"
Radio Division
Edward Retry & Co., Inc.
THE ORIGINAL STATION REPRESENTATIVE
NEW YORK • CHICAGO • ATLANTA • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
Broadcasting • Telecasting April 22, 1957 • Page 41
ADVERTISERS & AGENCIES
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,529,000 people in the U. S. over 12 years of age during the
week, April 7-13. This is how they spent their time:*
64.9% ( 79,521,000) spent 1,632.1 million hours watching television
52.7% ( 64,573,000) spent 964.3 million hours listening to radio
82.8% (101,454,000) spent 426.1 million hours reading newspapers
29.7% ( 36,391,000) spent 157.1 million hours reading magazines
20.3% ( 24,873,000) spent 232.1 million hours watching movies on tv
25.6% ( 31,352,000) spent 130.1 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B»T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies" category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
NETWORK BUYS
Chrysler Corp.'s Plymouth Div., Detroit,
will sponsor Date With An Angel domestic
comedy series over ABC-TV (Fri. 10-10:30
p.m. EDT), starting May 10, replacing Ray
Anthony Show. Agency: Grant Adv.,
Chicago.
Procter & Gamble, Cincinnati (Lilt), has set
The Whiting Girls as summer replacement
for / Love Lucy on CBS-TV, Mon., 9-9:30
p. m. EDT. Agency: Grey Adv., N. Y.
National Biscuit Co. renews Adventures
of Rin Tin Tin (ABC-TV, Fri. 7:30-8 p.m.
EDT) for two more years, extending spon-
sorship that began in October 1954. Agency:
Kenyon & Eckhardt, N. Y.
American Safety Razor Corp. renews for
second year its one-quarter sponsorship of
baseball Game of The Week on CBS-TV on
160 stations for 26 consecutive Saturday
afternoons. Agency: McCann-Erickson,
N. Y.
Highland Church of Christ, Abilene, Tex.,
renews Herald of Truth on ABC Radio,
Sun., 1:30-2 p.m. CST, for 39 weeks effec-
tive May 5. Agency: Martin Co., Chicago.
Paine, Weber, Jackson & Curtis, N. Y. in-
vestment firm, has signed to sponsor The
Business and Financial News (Mon. -Fri.
5:55-6 p.m. EST), on ABC Radio on Mon.,
Wed., and Fri. Agency is Doremus & Co.
AGENCY APPOINTMENTS
Genesee Brewing Co., Rochester, N. Y.,
appoints Marschalk & Pratt, N. Y.
Pacific Soap Co., San Diego (Cutrus toilet
soap, Cutrus granulated soap, Vogue deter-
gent and variety of laundry soaps), has ap-
pointed Raymond R. Morgan Co., Holly-
wood.
A&A SHORTS
Powell-Gayek Adv. Inc., Detroit, announces
change of name to Powell Inc. Adv.
Page 42 • April 22, 1957
A&A PEOPLE
John B. Lanigan, NBC sales manager of
daytime-sports-special events, joins Compton
Adv. as vice pres-
ident-account su-
pervisor on May 1.
Joseph G. Mohl,
account executive,
Ross Roy Inc.,
Hollywood, named
vice president in
charge of that of-
fice.
Norman Lewis, as-
mr. lanigan sistant secretary,
Geare - Marston
Inc., Phila. division of Ruthrauff & Ryan,
elected treasurer.
Donald J. Sauers, formerly creative execu-
tive of Geyer Adv., N. Y.. to Vic Maitland
& Assoc., Pittsburgh, as vice president-
creative director, effective May 1.
Bob Powell elected president-treasurer of
Powell Inc. Adv. (formerly Powell-Gayek
Adv. Inc.), Detroit, and Peter L. LaDuke
and Gladys Pfeiffer elected secretary and
assistant secretary-treasurer, respectively.
Maurice G. Vaughn, vice president in charge
of Ross Roy Inc.'s activities on West Coast,
appointed vice president of agency's head-
quarters staff in Detroit.
Alexander N. McFarlane, vice president and
general sales manager of Corn Products Re-
fining Co., elected president of Corn Prod-
ucts Sales Co. succeeding William H. Gam-
ble, to senior vice president of Corn Products
Refining.
William D. Nietfeld, formerly news director
for KCBS and KFRC, both San Francisco,
to Jack Canady & Assoc.. San Diego, as
vice president.
Claude Miller, advertising-sales manager,
Advance Muffler Service, to Jimmy Fritz &
Assoc., Hollywood, as vice president-account
executive.
George Depue, vice president and account
executive, Bryan Houston, N. Y., to Grey
Adv., same city, as account executive.
Mrs. Laura Wood Miller, promotion-pub-
licity director. Best & Co., N. Y., to Ken-
nedy, Walker & Wooten Inc., Beverly Hills,
as account executive.
Pat Clark, account executive, Sutherland-
Abbott, Boston, to Noble-Dury & Assoc.,
Nashville, as account executive.
Larry C. Varvaro, assistant account execu-
tive, Kenyon & Eckhardt, N. Y., named
account executive.
Ted Weeks, account executive for Gardner
Adv. Co.. St. Louis. Mo., given additional
duties as director of merchandising and
chairman of merchandising advisory board.
Robert A. Failey, formerly plans-merchan-
dise executive at N. W. Ayer & Son, Phila..
Wayne Stewart, director of Gardner's serv-
ice department, and James L. Grubb named
account executives at Gardner. Frank C.
Clayton, associate media group supervisor
at Leo Burnett Co., Chicago, named Gard-
ner media group supervisor. Mr. Stewart is
succeeded by Donald J. McKenna and
Harvey A. Burns appointed assistant service
director.
John Mills, account executive, Milloy Adv.,
Washington, D. C, opens Mills Adv. Agency
at 519 Petroleum Bldg., Tulsa. Okla.
Philip L. Worcester, formerly program-
production manager, WNBK (TV) Cleve-
land, Ohio (now KYW-TV). to Fuller &
Smith & Ross Inc., same city, as head of
radio-tv-film department and Tom Slater,
vice president, director of radio-tv-film de-
partment, to agency's new Pittsburgh office
as vice president-tv account executive, ef-
fective May 15. John James, agency's as-
sociate director of films, named film di-
rector.
Fred F. Flanagan, vice president, Kenyon
& Eckhardt. N. Y., promoted from copy
supervisor to associate copy director.
Paula Carr Reece, station manager, WCEF
Parkersburg, W. Va., to D'Arcy Adv., Hous-
ton office, as radio-tv director.
William A. Hammond, assistant media di-
rector, Grant Adv., Detroit, named media
director for Detroit office.
Frank E. Heaston, media group supervisor,
Gardner Adv., St. Louis, named media di-
rector, succeeding Frank Chipperfield.
Edwin L. Fletcher, assistant research direc-
tor of Russel M. Seeds Co., named research
director.
Harley B. Hobbs, formerly vice president
of Russel M. Seeds Co., appointed adver-
tising director of Enterprise Paint Mfg. Co.,
Chicago.
John H. Caron, advertising manager of
Chrysler Div., Chrysler Corp., announces
Broadcasting • Telecasting
"I yam glad-
Flav-R- Straws
is betting on
a sure thin
"Naturally,
Doc!"
"Wherever they run, if they're Popeye or Warner Bros,
cartoons distributed by A. A. P., that's all we have to
know." That's the sentiment expressed by Flav-R-
Straws and its agency, Ruthrauff & Ryan, when they
placed a firm order for 3 participations a week, for
52 weeks, in the A. A. P. cartoon series in 25 markets
in which they are still available.
This unprecedented display of confidence is based on
Flav-R- Straws' success in the forty-odd markets now
on the air in which they are already advertising their
product. In these markets, Popeye and Warner Bros,
cartoons have won great faith with their high ratings.
When you want results that give you this kind of
assurance, write or phone.
I I
345 Madison Avenue
Neiu York City
P
| MUrrc
inc.
ray Hill 6-2323
CHICAGO: 75 E. Wacker Dr.,DEarborn 2-4040
DALLAS : 1511 Bryan St., Riverside 7-8553
LOS ANGELES: 9110 Sunset Blvd., CRestview 6-5886
ADVERTISERS & AGENCIES
AWARDS
MR. SMITH MR. SCHWARTZKOPFF MR. HANCE
MR. LEISER MR. GREEN MR. HOSHAL
retirement after more than 20 years with
division.
Jack L. Coffey resigns as director of radio-
tv advertising for Quality Bakers of Ameri-
ca.
Leo O. Ricketts, director of sales for Mc-
Clatchy Broadcasting Co. (KFBK-AM-FM
Sacramento, KMJ-AM-FM-TV Fresno,
KERN-AM-FM Bakersfield, KBEE-AM-
FM Modesto, all Calif., and KOH Reno,
Nev.), Sacramento, to Pureta Sausage Co.,
Sacramento, as sales manager.
C. W. Christenberry Jr., staff producer-di-
rector of tv and radio, N. W. Ayer & Son,
to Guild, Bascom & Bonfigli Inc.. N. Y.
His first assignment will be that of execu-
tive producer for Galen Drake network tv
show.
Larry Mulhearn and Paul Baur, associate
copy supervisors, Kenyon & Eckhardt,
N. Y., named copy supervisors.
Magnus Hendell, vice president and account
executive, Modern Merchandising Bureau
Inc., N. Y., to Bayuk Cigars Inc., Phila., as
advertising director.
Irving Levine, formerly with Benton &
Bowles and J. Walter Thompson Co., N. Y.,
named production manager of Getschal Co.,
same city.
David A. Horn, formerly with Renner As-
soc. and Roberts & Mander Corp., and
Ralph Riggins, formerly advertising direc-
tor for G. H. Delp Co., to Arndt, Preston,
Chapin, Lamb & Keen, Phila.. as assistant
account managers.
Albert Behar, formerly director of promo-
tional art department of Crowell-Collier
Pub. Co., N. Y., appointed art director for
Roy S. Durstine Inc., same city.
James T. Kennedy, formerly with J. Walter
Thompson Co., Chicago, and Ted Bates &
Co., N. Y., to Gordon Best Co.. Chicago,
as copy director.
Edward J. Bravo, art director, Al Paul Lef-
ton Co., N. Y., to MacManus, John &
Adams, same city, as art director. John C.
Nolan, Fletcher D. Richards Inc., and John
W. Nason, Foote, Cone & Belding, to Mac-
Manus, John & Adams, copywriting staff.
Michael A. Chappell, copywriter. Young &
Rubicam, to Erwin. Wasey & Co.. L. A., as
copywriter.
Paul Keller, Bryan Houston, and Herman
Raucher, Calkins & Holden. to Reach, Mc-
Clinton & Co., N. Y., as associate research
director and copywriter, respectively.
Richard E. Goebel, operator of his own
agency, to Arthur Meyerhoff & Co. as man-
ager of Phoenix office, succeeding Claude
Brooks who is taking leave of absence for
special assignments in Chicago and L. A.
Ken Alstad, formerly group head of agricul-
tural accounts at Klau-Van Pieterson Dun-
lap Inc., Milwaukee, to Leo Burnett Co.,
Chicago, as copywriter.
SDX Selects Eight
For Radio-Tv Awards
EIGHT winners of Sigma Delta Chi awards
for distinguished service in journalism were
named in radio and television categories last
week by Victor E. Bluedorn, director of
awards for the national journalistic frater-
nity. They went to:
Howard K. Smith, CBS London, for radio
newswriting. "His account of events in
Britain during the withdrawal from the Suez
Canal Zone . . . captured the excitement
and the tragedy of a momentous period in
history," said the SDX citation.
Edward (Johnny) Green, KPHO Phoenix,
Ariz., for radio reporting. Mr. Green's "out-
standing coverage of the Grand Canyon air
disaster, June 30, 1956, which claimed 128
lives, is a dramatic example of on-the-spot
radio reporting at great personal risk," ac-
cording to the citation.
CBS New York, for public service in
radio journalism. CBS' The World at Large
series "of outstanding reporting and com-
mentary constituted imaginative leadership
and intelligent enterprise in radio journal-
ism," SDX judges stated.
Jerry Schwartzkopff and Ernest Leiser of
CBS, and Julian B. Hoshal and Dick Hance
of KSTP-TV Minneapolis, duplicate awards
for television reporting. Mr. Schwartzkopffs
film of the battle in Budapest during the
Hungarian uprising in October 1956, com-
bined with Mr. Leiser's "taut, low-pitched
narrative to produce a masterpiece worthy
of their courage, skill and intelligent report-
ing," their citation said. KSTP-TV News
Director Hoshal and Mr. Hance, film direc-
tor, organizing coverage of a jet air crash
into a row of homes, produced a "remark-
ably complete, dramatic and touching . . .
account of the tragedy . . . and [this] re-
sulted in far-reaching changes in airport de-
velopment plans in the area.
KPIX San Francisco, for public service
in tv journalism. KPIX's Decision or Dilem-
ma series on metropolitan traffic problems
was called a "far-seeing, practical endeavor"
by the awards committee.
Winners in the 25th annual awards pro-
gram of the news fraternity will receive
bronze medallions and plaques in New York
at a banquet and ceremony May 16. Sol
Taishoff. editor-publisher of B«T and na-
tional president of Sigma Delta Chi, will
make the presentations.
Judging was done by 59 journalists and
distinguished persons. Nominations were
made by individuals, newspapers, magazines,
radio and tv stations and networks, journal-
ism schools and civic organizations.
Two B»T Stories Win
ABP Journalism Awards
TWO awards of merit for outstanding jour-
nalistic achievements in 1956 were awarded
B«T last Wednesday by Associated Busi-
ness Publications, professional organization
of business papers which are members of
the Audit Bureau of Circulations. The
citations were made in connection with the
third annual Jesse H. Neal editorial awards
and were announced at a meeting of the
National Conference of Business Paper Edi-
tors. ABP affiliate, held at the Shoreham
Hotel, Washington.
A certificate of merit was presented for
an article, "The Radio Networks — Are They
Here to Stay?" The article, which appeared
in the Nov. 26, 1956, issue of B»T, was
written jointly by Edwin H. James, vice
president-managing editor, and Rufus Crater
and Bruce Robertson, senior editors.
The second B»T certificate of merit was
awarded J. Frank Beatty, senior editor, for
a market study of Texas which appeared in
the July 26. 1956, issue. The Texas study
was one of a series published by B«T. Dean
Kenneth E. Olson, of Northwestern U.'s
Medill School of Journalism, headed the
panel of judges who picked the winners.
Page 44 • April 22, 1957
Broadcasting • Telecasting
only WGN-TV
brings it to them
1957 marks the 10th consecutive year of WGN-TV's
exclusive baseball telecasts. Since 1947, WGN-TV has
brought all dajiime home games of both Chicago Cubs
and White Sox to millions of their fans. And these
home viewers are in a receptive mood for 3^our sales pitch.
This is the highest-rated sports feature in the nation's
second largest market! Choice 10, 20 and 60-second
baseball adjacencies are available for as little
as 48c per 1,000 home impressions.
TOP-DRAWER ADVERTISERS BUY WGN-TV IN
WGN-TV
Channel 9
See your WGN-TV representative, todaj'F
Broadcasting • Telecasting
April 22. 195~ • Page 45
AWARDS
THESE WON PEABODY AWARDS FOR 1956
CBS was the numerical heavyweight among win-
ners of the 1956 17th annual George Foster
Peabody awards when they were announced last
Tuesday at a meeting of the Radio & Television
Executives Society of New York. It came away
with five trophies, while ABC won two and NBC
took one and shared another with Mutual.
The awards were presented by Bennett Cerf,
chairman of the Peabody board, and Dean John E.
Drewry of the U. of Georgia's Henry W. Grady
School of Journalism. The awards are administered
jointly by the school and the Peabody board.
WNYC New York won two awards: the one for
radio education represented on this page and an-
other, for radio youth and/or children's programs,
for its Little Orchestra Society Children's Concert.
Another went to United Nations Radio-Tv for its
promotion of international understanding.
ABC's John Daly (1) took tv news
honors for convention coverage.
In radio, that network's Edward P.
Morgan won top honors with his
news show.
CBS-TV's You Are There was cited in the television education cate-
gory "for helping to remind us that the men who made United States
history did walk and talk, and think and feel, and for making the
statues and portraits come briefly to life again." This is a scene from
the series' "Fall of Ft. Sumter."
ED SULLIVAN'S con-
sistent and successful
presentations ranging
from "dog acts ... to
dancers" won for tv en-
tertainment.
THE FIRST Peabody
writing award went to
Rod Serling for his
"Requiem for a Heavy-
weight" on CBS-TV.
AWARD for promoting interna-
tional understanding went to CBS-
TV's Secret Life of Danny Kaye —
"a saga of the joyous genius of an
'ambassador extraordinary.' "
CITATION for radio entertainment
was won by the Bob & Ray comedy
team (Bob Elliot [1] and Ray Gould-
ing), who appear on Mutual and on
NBC's Monitor.
EDWARD R. MURROW and teammates Howard K. Smith, Winston Burdett,
Ernest Leiser, Frank Donghi, Eric Sevareid, Larry LeSueur and David
Schoenbrun won the Peabody television public service award for CBS-TV's
"World in Crisis," which "ably demonstrated what television can accomplish
journalistically when it gets on with its job."
NBC-TV's Youth Wants to Know won for television
youth and/ or children's programs. The judges said
it reveals "an intelligence and a development of to-
day's young people which are indeed heartening."
WNYC New York's
Books in Profile series,
featuring Virgilia Peter-
son, won for radio ed-
ucation.
CRITIC Jack Gould of
the New York Times
won a special Peabody
for encouraging higher
standards.
COMBINED radio-tv
public service with its
Regimented Raindrops
series won for WOW
Omaha. Frank Fogarty,
v.p.-gen.mgr., accepted.
Page 46
April 22, 1957
Broadcasting
Telecasting
more women
listen to WPEN's
950 CLUB
than any other
program in
Philadelphia
*•
another reason why WPiN is first in local and national advertisers
Represented Nationally by GILL-PERNA INC. — New York, Chicago, Los Angeles, San Francisco
Broadcasting • Telecasting
April 22. 1957 • Page 47
Eight Radio-Tv Award Winners
Announced by Headliners Club
STATIONS, networks and individual news-
men were recognized for outstanding news
and public service work last week by the
National Headliners Club, Atlantic City,
N. J., which announced Silver Medallion
winners in all media.
Irving Levine of NBC took the Headliner
award in "consistently outstanding radio
network news broadcasting" for his Mos-
cow reports. WBBM Chicago received
honors for "consistently outstanding news
reporting by a radio station."
KMOX St. Louis was selected as the sta-
tion providing outstanding radio public serv-
ice with its juvenile delinquency series,
Youth in the Shadows. This was the first in-
dividual station award for public service
made by the Headliners.
CBS News was cited for "outstanding
network television coverage" with its treat-
ment of the Hungarian revolt. KDKA Pitts-
burgh and its news director, Bill Burns, took
the individual station tv award for general
calibre of its daily newscasts and specifically
an airliner crash. For "outstanding public
service by a television station," KPIX (TV)
San Francisco won the medal with its cam-
paign to relieve traffic and parking condi-
tions in the city.
INS-Telenews coverage of the H-bomb
story in News of the Day was judged out-
standing in the news event category. Tele-
news and cameramen Ted Rickman and
Frank Koza won a special award for out-
standing sportsfilm with Weekly Sports Re-
view. A new category for 1958 was set up
for "consistently outstanding sportsfilm,"
open to theatre newsreel, tv network and
production companies.
Headliner judges were Nick Archer, news
editor of Telenews, New York; John Madi-
gan, Washington bureau of Newsweek; John
J. Madigan, UP radio news manager. New
York; John T. Madigan, program director
of WMTW (TV) Poland Spring, Me.; An-
drew J. May, vice president of Harris &
Ewing, Washington; Tom Paprocki, AP
Newsfeatures cartoonist, and Ralph Squil-
lace, managing editor of the Vineland
(N. J.) Times-Journal.
Best Tv Color Commercial
Now Included in AAW Awards
A NEW classification has been added this
year to the annual Television Commercial
Competition by Advertising Assn. of the
West, open to producers, agencies, adver-
tisers and stations in the 11 western states,
western Canada and Hawaii. The new class
is for color film commercials not more than
three minutes long.
Other classes are: local, regional and na-
tional advertisers, each for film commercials
of one-minute or less; general class of live
or film commercials of any length, and a
sweepstakes award for best overall entry.
Entries must be received by the Hollywood
Advertising Club, co-sponsor, 6000 Sunset
Blvd., Hollywood 28, Calif., not later than
May 20. Winners will be announced at the
AAW convention in Honolulu June 24-28.
WHILE attending a Kiwanis Club meet-
ing in Washington last week, Carleton
D. Smith (1), NBC vice president and
general manager of WRC-AM-FM-TV
that city, received a congratulatory
telegram from President Dwight D.
Eisenhower. The message addressed
to John Howard (r), Kiwanis presi-
dent, said in part, "In public service,
in business, and in charities, Mr.
Smith makes a splendid contribution
to the Washington community." Mr.
Smith was the general chairman of the
Washington area's first United Givers
Fund drive last October which raised
more than $6,600,300.
Heritage Voting Awards Honor
Broadcasters, Producers, Shows
A NUMBER of awards to networks, sta-
tions, tv producers and to tv shows has been
announced by John C. Cornelius, president
of the American Heritage Foundation.
Awards were for "outstanding performance"
in last year's "Register, Inform Yourself and
Vote Campaign."
The award is a reproduction of Arthur
Szyk's illustration, "George Washington the
Soldier." Brig. Gen. David Sarnoff, RCA
board chairman, in a ceremony in New
York, accepted an award to RCA from
foundation trustee Charles E. Wilson, for-
mer president of General Electric Co.
ABC, CBS, MBS, NBC, Westinghouse
Broadcasting Co. and the National Assn. of
Educational Broadcasters also were cited.
Jack Denvoe Productions won an award for
the best tv film, "See You at the Polls"; The
Christophers for the best tv series on voting;
KAKE-TV Wichita, WBZ-TV Boston and
WEWS (TV) Cleveland tied for best sup-
port by a tv station: KDKA Pittsburgh and
WTIC Hartford tied for best support by a
radio station; WOC Davenport, Iowa, for
best registration drive by a radio station;
Jackie Gleason Productions for best skit on
voting, and the Lassie program for a best
special program devoted by a weekly tv show
to voting.
The foundation also reported a special
award to Hilda Watson of NBC for arrang-
ing a series of NBC recordings of leading
citizens who urged people to register and
vote. Also cited were radio stations WBIZ
Eau Claire. Wis.; WO WO and WGL Fort
Wayne, Ind., and KWLK Longview, Wash.,
and tv stations KCMO-TV Kansas City,
Mo.; WTRF-TV Wheeling. W. Va., and
WXIX-TV Milwaukee.
WMT-TV Ad Wins Art Award
AN advertisement calling attention to the
new WMT-TV Cedar Rapids, Iowa, 1,450-
foot tower [B«T, Dec. 17, 1956], won the
Gold Medal Award for advertising art and
photography at the eighth annual Wash-
ington (D. C.) Art Directors Show last
week. The ad, written by Theo Mandelstram
of Henry J. Kaufman & Assoc., Washington,
featured a photograph of a man seated at a
desk marveling at the height of a mock tower
made of drinking straws.
AWARD SHORTS
CBS has received Citation of Merit from
American Jewish Committee in recognition
of "distinguished public service program-
ming".
Westinghouse Broadcasting Co., N. Y., re-
ceived special citation of merit from Broad-
casting Foundation of America for its "con-
tribution to the broadcasting industry and
the nation" in sponsoring recent industry-
wide Boston Conference on local public
service programming.
Thelma Kirchner, general manager of KGFJ
Los Angeles, received public service com-
mendation award from State of Calif. Fran-
chise Tax Board on behalf of station's "valu-
able contribution of time and assistance in
acquainting taxpayers with income tax laws
of Calif."
WBZ-TV Boston's 2,000 A.D. received cita-
tions from Mass. Society of Professional
Engineers and Engineering Societies of New
England for "its interest in alerting young
people to pursue a career in science and
engineering."
WTTW (TV) Chicago's World Spotlight,
produced by Chicago Council on Foreign
Relations for weekly showing on non-com-
mercial, educational station, cited by For-
eign Policy Assn. for "significant contribu-
tion to citizen-education in world affairs dur-
ing 1956." Citation is first national competi-
tive award won by WTTW which also won
$500 with citation.
WTTM Trenton, N. J., awarded citation
from Boy Scouts of America for its Scout
Trail of the Air.
WMIX Mt. Vernon, 111., received "School
Bell" award for "meritorious service to ed-
ucation" from National Education Assn.
John McDonald, farm program director.
WSM Nashville, presented special award
from Federal Civil Defense Administration
for his "leadership in publicizing first na-
tional Civil Defense week last September."
WMGM New York's Newsreel Theatre of
the Air cited for its "fair presentation of all
sides of labor" by Local 669 of United Auto
Workers, CIO-AFL, Paterson, N. J.
Page 48 • April 22, 1957
Broadcasting • Telecasting
LEADS SAN ANTONIO
Feb. ARB
WOAI
(NBC)
STA.
B.
STA.
C.
OTHER
Sign On — Sign Off
41.6%
40.9%
20.5%
1.0%
SPOT CARRIERS, DAY AND NIGHT, LEAD BY
OVERWHELMING MARGIN.
6 OF FIRST 7 NON-NETWORK STRIP
PROGRAMS (we have only 6)
4 OF FIRST 4 NON-NETWORK NIGHTTIME
STRIP PROGRAMS (we have only 4)
2 OF FIRST 2 NON-NETWORK DAYTIME
STRIP PROGRAMS (we have only 2)
IN NEWS,
10 PM AND 6 PM NEWS
TOP-RATED
Ask Petry for a full rundown on
the latest ARB and the dope
on the highest rated minute
availabilities in A — B — C —
and D time.
CHANNEL 4
SAN ANTONIO
tap ; .*»
NBC AFFILIATE Represented Nationally by EDWARD PETRY and COMPANY INC.
Broadcasting • Telecasting
April 22, 1957 • Page 49
FILM
$7 Million Film Deal
Reported for Tintair
BYMART-TINTAIR Inc., New York, was
reported last week to be negotiating for a
$7 million film package with a major Holly-
wood studio. The package is said to contain
enough features to last over a five-year
period of telecasting time at one program a
week.
The man doing the talking is Bymart-
Tintair's board chairman, Martin L. Strauss
II. Some years ago, Mr. Strauss teamed up
with the late public relations man, Carl
Byoir, to form Bymart-Tintair and through
radio wasted little time in making Tintair a
household word in hair coloring aids and
shampoos. He was also known in the adver-
tising industry as the sparkplug behind Ever-
sharp-Schick's post-war sales activity (Schick
now is divorced from the pen company).
Last year Mr. Strauss popped back into
the spotlight with his Fire Chief home fire
extinguisher, which made its way into hun-
dreds of thousands of U. S. homes via tv
spot. For a spell, the demand exceeded the
supply; the Fire Chief today, in the words
of a company spokesman, is "on a hiatus."
The product said to be involved is Holly-
wood feature film of "very recent" vintage,
some dated as recently as 1955. Also in-
volved in negotiations is Bymart-Tintair's
tv-conscious ad agency, Product Services
Inc., New York.
Calif. National Expands Abroad;
Adler to Manage London Office
PRODUCTION of a new tv series soon will
start in England marking California National
Productions' first full-scale venture overseas,
it was learned last week.
In preparation
for this series and
still other foreign-
basedactivity.CNP
began putting its
house in order, ap-
pointing an NBC
executive — talent
negotiator, Gerald
Adler — to head a
London office that
it is setting up
there.
Robert D. Levitt,
CNP's president,
said the NBC subsidiary would have a
stepped-up operation abroad, specifically in
Great Britain and in Europe as a source for
tv film product and as a market for both
overseas and U. S.-made programming.
While CNP would not divulge details, it
was expected an announcement will be made
on the new England-originating film series
about the end of next month. The series re-
portedly will have a maritime adventure
theme.
Mr. Adler, who resigned as NBC's co-
ordinator of talent and program contract
operations to take the CNP position, is ex-
pected to leave for London after June 1,
headquartering for the time being in New
York where he will report to CNP Executive
MR. ADLER
Program Director Robert Cinader. He joined
NBC in December 1953 in the legal depart-
ment, handling talent contracts, and within
two years was negotiating talent for the
network.
At the same time, CNP reported it met
its production costs on Silent Service, a syn-
dicated series about the submarine service,
only 24 days after release of the product for
sale.
Mr. Levitt said the series more than
matched the dollar effect of a network sale
and thus "completely destroys the myth that
the syndication market is a secondary one."
He restressed CNP's basic approach of re-
garding the non-network advertiser as a "first
class citizen who merits first crack at first
class merchandise."
Jack Keever, sales director of CNP, re-
ported that in the first three weeks the series
has been available, sales were made in 17
of the top 25 "population centers" in the
U. S., with more than 75 markets signed up.
NTA Proposes to Offer
$7.5 Million Debentures
NATIONAL Telefilm Assoc.. New York,
announced last week it has filed a registra-
tion statement with the Securities & Ex-
change Commission covering a proposed
offering of $7.5 million of convertible sub-
ordinated debentures, due May 1, 1967.
Ely A. Landau, NTA president, said the
interest rate, offering price and conversion
features are to be announced later. Bache &
Co., New York, will head the underwriting
group. Mr. Landau added that previously
NTA had raised funds through short term
loans and said the debentures will represent
its first issue of long term debt.
According to the registration statement,
the net proceeds are to be used substantially
as follows: $2,340,000 to pay the final in-
stallment due on a group of films acquired
from the 20th Century-Fox Corp., approxi-
mately $3.5 million to retire existing indebt-
edness and purchase participations in film
exhibition receipts, with the balance to be
added to the general funds to provide addi-
tional capital for "the company's expanding
volume of business."
In connection with the planned debenture
offering, NTA called a special meeting of
stockholders April 4, at which time stock-
holders approved an increase in the author-
ized common stock from one million to two
million shares and agreed to confer conver-
sion rights on any debentures or notes that
may be issued.
Kayle Joines TPA as Counsel
MILTON P. KAYLE, recently counsel and
director of business affairs for Stone Assoc.,
New York, has joined Television Programs
of America, New York, as resident counsel,
it has been announced by Milton A. Gor-
don, TPA president. Mr. Kayle had been
with Stone Assoc., tv program producer and
merchandise counsellor, since 1953 and be-
fore that was special assistant at the White
House from 1951 until 1953.
EXECUTIVES of Wondsel, Carlisle &
Dunphy, Inc., newly-formed film pro-
ducing group are (1-r): Harold Wond-
sel, Bob Carlisle, and Tom Dunphy.
Wondsel, Carlisle & Dunphy
Formed to Produce Tv Films
FORMATION of Wondsel, Carlisle & Dun-
phy Inc., as producer of tv film commer-
cials and other types of film programming,
was announced last week. Offices and stu-
dios have been established at 1600 Broad-
way, New York 19. Telephone: Circle 7-
1600.
Harold Wondsel, president, is president
of the Film Producers Assn. of New York.
Until recently he was for 20 years president
of Soundmasters Inc., New York, producer
of industrial and tv films. Bob Carlisle, vice
president in charge of production, formerly
was a partner in Jerry Fairbanks Produc-
tions of California and earlier had been as-
sociated with Columbia Pictures and Para-
mount Pictures. Tom Dunphy, vice presi-
dent in charge of tv activities for the new
company, has been a television copywriter
and production supervisor at Kudner Adv.,
New York, for six years and with Benton
& Bowles for two years.
U-l Filming Commercials for 8
EIGHT "blue-chip" advertisers figure promi-
nently in Universal Pictures Co.'s current
tv commercial "shooting" schedule, accord-
ing to the film company's March-April sales
reports. Commercials now being shot by
U-I's television division are for the fol-
lowing sponsors and agencies:
E. I. duPont de Nemours Co. (BBDO):
Pepsi-Cola Co. (Kenyon & Eckhardt); De-
Soto and Dodge divisions, Chrysler Corp.
(BDBO and Grant Adv.); Continental Oil
Co. for Conoco gas and oil (Benton &
Bowles) ; Ford Motor Co. (J. Walter Thomp-
son); Colgate-Palmolive's Lustre-Cream
shampoo (Lennen & Newell), and General
Motors Corp.'s Delco-Remy Division
(Campbell-Ewald) .
France Honors Ziv TVs Musnik
BERNARD MUSNIK, account executive
with Ziv Television Programs in New York,
last Thursday was presented with the Legion
of Honor from the French government for
"his personal contributions over the years
toward better understanding between the
peoples of the United States and France."
Page 50
April 22, 1957
Broadcasting
Telecasting
* * *
A banker who's really quite bright
Spends money on AM at night.
He's figured for years
That people have ears
And who is to say he's not right?
* * *
Accuracy compels us to report that
the banker in this radio success
story concedes that people also
have eyes, but that's another story.
In doing a balance sheet for his
Sunday night radio program on
our favorite station in Eastern
Iowa, he:
(a) commends the station staff
for "high caliber production"
(b) expresses pleasure in his
program as "a public relations
project"
(c) states that he looks forward
"to the continuance of our pres-
ent relationship during the
years ahead."
What he might have added is this:
"In WMT's home county of Linn,
WMT has more than four times the
radio audience of the other two
Cedar Rapids stations combined.
To be precise, WMT has 57% of
the radio audience."
For further details about the CBS radio station for Eastern Iowa, check with your Katz Agency man.
FILM
NBC-TV Seen Syndicating
Repeats of 'Project XX'
NBC-TV's Project XX series was seen mov-
ing closer to syndication with the report
late Thursday that the network will take
advantage of the early summer viewing sea-
son by repeating some of Project XX's
earlier films. Several of the installments
will be shown for the second and even
third time. "This would more or less ex-
haust us for further network exposure,"
says Donald Hyatt, the series' associate
producer.
Scheduled tentatively for May 5 (4-5:30
p. m. EDT) will be "Call to Freedom"
(1956); for May 19 (4-5 p.m.) "Three-
Two-One . . . Zero" (1952); for June 1
(9-10 p.m.) "The Twisted Cross" (1956)
and for June 16 (4-5 p.m.) "Nightmare in
Red" (1955).
Mr. Hyatt said these four episodes may
be placed into syndication (through Cali-
fornia National Productions Inc., NBC sub-
sidiary) this fall, following in the footsteps
of Victory at Sea. The last-mentioned series,
running some 12 episodes, has been in
syndication since 1953. According to Mr.
Hyatt, "we've just about broken even on
the Victory series, which originally cost $1
million to produce." The "break-even" fig-
ure, though not disclosed, also takes into
account distribution fees and the like charged
by NBC.
Meanwhile, Project XX Program Sales
Development Manager Jim Nelson was still
surveying the advertiser field, looking for
additional sponsors for next season's net-
work run. Already signed up is Timken
Roller Bearing Co. for its first tv venture.
Arthur Kalman, Sales Manager
For AAP in East, Dies at 46
FUNERAL services were held Thursday
in New York for Arthur A. Kalman, 46.
eastern division sales manager of Associated
Artists Productions,
New York, who
died suddenly
Tuesday at his
home in Malverne,
N. Y. Mr. Kalman,
a 28-year veteran
of the motion pic-
ture and tv fields,
had attended the
N A R T B conven-
tion in Chicago
only the week be-
fore.
Mr. Kalman en-
tered the motion picture business in 1929
with the Saenger Southern Div. of Para-
mount Publix Corp., later became general
manager of Gaumont-British in the U. S.,
served in World War II as director of dis-
tribution for Army movies and training
films, and after the war became assistant
to the president of the J. Arthur Rank Or-
ganization. He joined AAP at its founding
in 1948.
Surviving are his wife, a daughter, Lynda,
15; and two sons, Kenneth, 11, and Roger, 4.
MR. KALMAN
4-for-l Capital Stock Split
Approved by AAP Directors
A four-for-one split in the capital stock
of Associated Artists Productions was ap-
proved at a special meeting of directors in
Wilmington, Del., last Wednesday. Maxwell
Goldhar, vice president of the firm, noted
the company has reduced a combined loan
used to purchase the Warner Bros. Library
and short subjects and the rights to Para-
mount's Popeye cartoons from $14 million
to $11.7 million.
In its sale, Warner Bros, received $21
million, of which $16 million was cash
[B»T, Aug. 13, 1956]. For the five months
of 1956 following acquisition of the film
product (the transaction was completed in
late July), AAP's profits were $961,000, or
$2.40 a share on 400,000 shares outstanding.
For the first quarter of this year profits after
taxes were $1 million, or $2.50 a share.
Economee Tv Adds Four
ADDITION of four account executives to
the sales staff of the Economee Tv Div. of
Ziv Television Programs has been announced
by Pierre Weis, general manager of the
division.
New salesmen are Leon Bernard, former-
ly midwestern sales manager of Television
Programs of America; John Alicoate, re-
cently sales manager of Guild Films; John
Higgins, previously sales manager of
KRBC-TV Abilene, and Leonard Key,
formerly sales manager of Crusader Rabbit
Sales Corp.
FILM
Interstate Tv Corp. Reports
50 Sales Made at NARTB Meet
THE NARTB meet in Chicago proved to
be a red-letter week for salesmen of Inter-
state Television Corp., New York. Accord-
ing to a sales report issued Thursday by In-
terstate Sales Vice President Lloyd L. Lind,
well over 50 individual sales were made
during the seven-day period ended April 12.
Interstate's adventure - action westerns
were sold to 10 stations in the Midwest and
South; Little Rascals to 1 1 Midwest and
Far West stations as well as one in the East;
Public Defender to eight stations: Royal
Playhouse to nine; Hans Christian Ander-
sen and Ethel Barrymore Theatre to two
stations each; Jubilee Theatre to three sta-
tions and Adventure Album to one station.
UPA Speeds Tv Commercials
STEPPED-UP production schedule was re-
ported last week by UPA, New York, for
its tv commercials department. Films now
in production at UPA are for the following
advertisers and their agencies: Bristol-
Myers' Bufferin (Young & Rubicam, New
York); Henry S. Levy's bread (Doyle Dane
Bernbach, New York); National Biscuit Co.
(Kenyon & Eckhardt, New York); Helene
Curtis Industries' Stopette deodorant and
new What's My Line? opener ( Earle Ludgin
& Co., Chicago); Piel Bros, beer (Young
& Rubicam); Nestle Co.'s Nescafe (Bryan
Houston Inc., New York) ; Warner Lambert
Pharmaceutical Co.'s Antizyme (Lambert
& Feasley Inc., New York) ; Procter & Gam-
ble's Cheer (Young & Rubicam); RCA
(institutional) (Kenyon & Eckhardt), and
Coca-Cola Co. (McCann-Erickson Interna-
tional, New York).
Narragansett Buys Guild Series
NARRAGANSETT Brewery has signed a
52-week contract to sponsor Captain David
Grief, Guild Film series based on epic sto-
ries of Jack London, for five markets in New
England, John Cole, vice president of sales
for Guild, has announced.
The series now has been sold in more
than 130 markets. The other five regional
sponsors are: Standard Oil of California,
D-X Sunray Oil of Tulsa, Stroh Brewery
of Detroit, Pearl Brewing of Texas and
Utica Club Beer of upstate New York.
Markets bought by Narragansett are Bos-
ton, Portland and Bangor, Me., Springfield,
Mass., and Burlington, Vt., through its agen-
cy, Cunningham & Walsh, New York.
RKO TVs New Hollywood Address
RKO TELEVISION'S Hollywood office
now is located in the 780 Gower St. build-
ing on the RKO lot there. Bill Gorman,
former RKO Television account executive
in New York, has been placed in charge of
the Hollywood office of the films-for-tv unit
of RKO Teleradio Pictures Inc. New tele-
phone number is Hollywood 7-9042.
Window, Glen Firms Combine
WINDOW Productions, headed by John
Payne, and Glen Productions, an MCA
subsidiary, have combined into a new cor-
poration, Window-Glen Productions, which
will produce 39 half-hour tv films for a series
titled The Six Shooter. Mr. Payne, president
of Window-Glen, will double as producer
and star of the series, which has been sold to
NBC-TV for a 52-week run (39 films and
13 reruns) starting this fall. Window-Glen
is occupying offices at the Republic Produc-
tions lot in North Hollywood, where interior
filming will be done, using facilities of Revue
Productions.
FILM PEOPLE
Lester S. Tobias named western division
manager for Associated Artists Productions'
Los Angeles sales office, succeeding Robert
Kronenberg, resigned. Rita L. Garner, for-
merly sales promotion director, WMGM
New York, joins AAP in N. Y. as assistant
advertising-promotion manager.
Marc Frederic, formerly general manager
Tee Vee Co., film syndication company, ap-
pointed vice president-general manager of
Screencraft Enterprises Inc., Los Angeles,
producer of motion pictures for theatre, tv
and industrial showings.
Phillis Barclay (nee Phil Windebank), di-
rector-vice president in charge of animation
Community affairs are serious business at KPIX.
At the recent Awards Dinner of the Northern California Academy
of Television Arts and Sciences, KPIX won eight "Emmys" for
achievements in the field of community service. Among the winners
was "Decision or Dilemma," Channel 5's continuing editorial report
on the Bay Area's transportation crisis.
Shown here is the most recent effort in this series, the special remote
telecast of the State Senate's Interim Committee hearings on the
Rapid Transit Bill.
KPIX takes such projects seriously in the belief that "the station
that serves its community best, serves its advertisers best."
KPIX $ 5/SAN FRANCISCO
©0 Westinghouse Broadcasting Co.
FILM
THE 10 TOP FILMS
IN 10 MAJOR MARKETS
AS RATED BY ARB IN MARCH
FROM the monthly audience surveys of American
Research Bureau, B*T each month lists the 10 top
rated syndicated film programs in 10 major markets,
selected to represent all parts of the country with
various degrees of competition. Despite all precau-
tions, occasional errors will occur in these tables, due
to use of the same program name for both a syndi-
cated and a network series and the practice of some
stations of substituting local titles (such as [advertiser]
Theatre) for real program names.
NEW YORK seven-station market
Rank Program
1. Highway Patrol
Distr.
(Ziv)
2. Science Fiction (Ziv)
2. Abbott & Costello (MCA-TV)
4. Death Valley (McC-E)
5. Sheena (ABC Film)
5. Popeye (AAP)
7. Whirlybirds (CBS Film)
8. Buffalo Bill, Jr. (CBS Film)
9. Guy Lombardo (MCA-TV)
9. Looney Tunes (Guild, AAP)
Day &
Mon.
Fri.
Sat.
Wed.
Sat.
M-F
Sat.
Sun.
Thurs.
Sat.
Thurs.
Mon.-
Sat.
Time
7:00
7:00
7:00
7:00
6:30
6:00
5:30
4:30
7:30
6:00
7:00
6:30
Sta. Rating
WRCA-TV 15.6
WRCA-TV 13.1
WPIX-TV 13.1
WRCA-TV 12.2
WPIX-TV 11.1
WPIX-TV 11.1
WPIX-TV 10.9
WPIX-TV 9.7
WRCA-TV 9.6
WABD-TV 9.6
SEATTLE-TACOMA four-station market
Rank Program Distr. Day & Time Sta. Rating
1. Life of Riley (NBC Film) Thurs. 7:30 KING-TV 38.5
2. Highway Patrol (Ziv) Thurs. 7:00 KOMO-TV 36.1
3. Search For Adven. (Bagnall) Sat. 7:00 KING-TV 31.2
4. Sheriff of Cochise (NTA) Mon. 7:00 KING-TV 30.4
5. Soldiers of Fort. (MCA-TV) Mon. 6:00 KING-TV 28.2
5. Death Valley (McC-E) Thurs. 9:00 KOMO-TV 28.2
7. Last of Mohicans (TPA) Wed. 6:00 KING-TV 27.6
8. Annie Oakley (CBS Film) Fri. 6:00 KING-TV 27.2
9. Wild Bill Hickok (Flamingo) Thurs. 6:00 KING-TV 26.6
10. Superman (Flamingo) Tues. 6:00 KING-TV 22.8
LOS ANGELES seven-station market CLEVELAND three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Life of Riley
(NBC Film)
Mon.
8:30
KTTV-TV
20.3
1.
Highway Patrol
(Ziv)
Tues.
10:30
WJW-TV
29.2
2.
Search For Adven. (Bagnall)
Thurs.
7:00
KCOP-TV
17.6
2.
Sheriff of Cochise (NTA)
Sun.
10:30
KYW-TV
25.1
3.
Highway Patrol
(Ziv)
Mon.
9:00
KTTV-TV
16.5
3.
Soldiers of Fort.
(MCA)
Thurs
7:00
KYW-TV
23.7
4.
Popeye
(AAP)
M-F
7:00
KTLA-TV
15.0
4.
Froiitier
(NBC-TV)
Sat.
10:30
WJW-TV
21.2
5.
State Trooper
(MCA-TV)
Mon.
8:00
KHJ-TV
12.8
4.
Range Rider
(CBS Film)
Sun.
7:00
WEWS
21.2
5.
Brave Eagle
(CBS Film)
Thurs.
6:30
KNXT-TV
12.8
6.
Annie Oakley
(CBS Film)
Sat.
6:30
WJW-TV
18.7
7.
Annie Oakley
(CBS Film)
Thurs.
6:00
KABC-TV
12.6
7.
Science Fiction
(Ziv)
Tues.
7:00
KYW-TV
17.5
8.
San Fran. Beat
(CBS Film)
Sat.
9:30
KTTV-TV
12.5
8.
Death Valley
(McC-E)
Sat.
7:00
WJW-TV
17.4
8.
Science Fiction
(Ziv)
Mon.
8:00
KTTV-TV
12.5
9.
Sheena
(ABC Film)
Wed.
6:00
KYW-TV
17.2
10.
Confidential File
(Guild)
Sun.
9:30
KTTV-TV
12.0
10.
Mr. D. A.
(Ziv)
Mon.
10:30
KYW-TV
15.4
CHICAGO four-station market
ATLANTA three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Don Ameche
(TPA)
Tues.
9:30
WGN-TV
17.0
1.
Life of Riley
(NBC Film)
Sat.
6:00
WNBQ
17.0
3.
Superman
(Flamingo)
Fri.
6:00
WGN-TV
15.5
4.
Buffalo Bill. Jr.
(CBS Film)
Thurs.
6:00
WGN-TV
15.3
5.
Secret Journal
(MCA-TV)
Sat.
10:00
WNBQ
15.2
6.
State Trooper
(MCA TV)
Wed.
9:30
WNBQ
14.6
7.
San Fran. Beat
(CBS Film)
Tues.
9:00
WGN-TV
13.8
8.
Sheriff of Cochise (NTA)
Fri.
7:30
WNBQ
12.8
9.
Stu Erwin
(Official)
Mon.
7:30
WGN-TV
12.5
9.
Wild Bill Hickok
(Flamingo)
Tues.
6:00
WGN-TV
12.5
Rank Program
1. Badge 714
2. Superman
3. Amos 'n Andy
4. Highway Patrol
5. Annie Oakley
6. Science Fiction
7. State Trooper
8. City Detective
9. Death Valley
10. Man Behind the
Badge
Distr.
(NBC Film)
(Flamingo)
(CBS Film)
(Ziv)
(CBS Film)
(Ziv)
(MCA-TV)
(MCA-TV)
(McC-E)
Day &
Mon.
Wed.
Thurs.
Fri.
Mon.
Tues.
Fri.
Wed.
Thurs.
(MCA-TV) Fri.
Time
7:00
7:00
7:00
7:30
6:00
7:00
7:00
6:30
6:30
6:30
Sta. Rating
WSB-TV 30.4
WSB-TV 29.4
WAGA-TV 24.5
WAGA-TV 23.9
WLWA-TV 22.1
WAGA-TV 20.6
WAGA-TV 19.5
WLWA 18.2
WLWA 15.2
WLWA
14.4
WASHINGTON four-station market
COLUMBUS three-station market
Rank Program
1. Highway Patrol
2. Wild Bill Hickok
3. Ramar
4. Frontier
5. Soldiers of Fort.
6. Superman
7. Brave Eagle
8. Annie Oakley
9. Science Fiction
10. Celeb. Playhouse
Distr.
(Ziv)
(Flamingo)
(TPA)
(NBC Film)
(MCA-TV)
(Flamingo)
(CBS Film)
(CBS Film)
(Ziv)
(Scr. Gems)
Day & Time
Sta. Rating
Rank Program
Distr.
Day & Time
Sta.
Rating
Sat.
7:00
WTOP-TV 22.0
1.
Death Valley
(McC-E)
Sun.
9:30
WBNS-
TV
37.4
Thurs.
7:00
WRC-TV 18.0
2.
Highway Patrol
(Ziv)
Tues.
10:30
WBNS
■TV
30.1
Wed.
7:00
WTOP-TV 17.4
3.
Sheriff of Cochise (NTA)
Thurs
7:30
WBNS-
TV
25.6
Sat.
10:30
WTOP-TV 16.4
4.
Men of Annapolis
(Ziv)
Fri
9:30
WBNS
■TV
22.1
Mon.
7:00
WTOP-TV 16.3
5.
Frontier Doctor
(H-TV)
Fri.
7:00
WTVN-TV 20.1
Tues.
7:00
WRC-TV 16.0
6.
Whirlybirds .
(CBS Film)
Thurs
7:00
WTVN
-TV
20.0
Fri.
6:00
WMAL-TV 15.9
7.
Susie
(TPA)
Wed.
7:30
WBNS
■TV
18.9
Fri.
7:00
WTOP-TV 15.4
8.
Waterfront
(MCA-TV)
Fri.
6:30
WBNS
■TV
18.6
Sun.
6:00
WMAL-TV 14.7
9.
Soldiers of Fort.
(MCA-TV)
Wed.
6:30
WBNS
■TV
18.5
Tues.
10:30
WTOP-TV 14.4
10.
Public Defender
(Interstate)
Mon.
6:30
WBNS
■TV
17.6
MINNEAPOLIS-ST. PAUL fo,
Rank Program Distr.
1. Sheriff of Cochise (NTA)
2. Search For Adven. (Bagnall)
3. Wild Bill Hickok (Flamingo)
3. State Trooper (MCA-TV)
5. Death Valley (McC-E)
6. Annie Oakley (CBS Film)
7. Buffalo Bill. Jr. (CBS Film)
(MCA-TV)
(MCA-TV)
(NBC Film)
8. Studio 57
9. Secret Journal
10. Badge 714
station
market
Day & Time
Sta. Rating
Sat.
9:30
WCCO-TV
23.0
Mon.
9:30
WTCN-TV
19.2
Sat.
5:30
WCCO-TV
18.8
Tues.
9:30
KSTP-TV
18.8
Sat.
6:00
WCCO-TV
18.4
Sat.
5:00
WCCO-TV
17.6
Sat.
11:30
WCCO-TV
14.9
a.m.
Wed.
9:30
KSTP-TV
13.8
Fri.
7:30
KSTP-TV
12.4
Tues.
10:30
KSTP-TV
11.7
BOSTON two-station market
Rank Program Distr. Day & Time
1. Waterfront (MCA-TV) Sun. 7:00
2 I Led 3 Lives (Ziv) Wed. 7:30
3. Frontier (NBC Film) Fri. 10:30
4. Superman (Flamingo) Fri. 6:30
4. State Trooper (MCA-TV) Sun. 10:30
4. Science Fiction (Ziv) Tues. 7:00
7. Sheriff of Cochise (NTA) Sun. 6:00
8. Annie Oakley (CBS Film) Sun. 5:00
8. Wild Bill Hickok (Flamingo) Tues. 6:30
10. Monte Cristo (TPA) Tues. 8:30
Sta. Rating
WNAC-TV 28.5
WNAC-TV 23.8
WNAC-TV 23.1
WNAC-TV 20.8
WNAC-TV 20.8
WBZ-TV 20.8
WNAC-TV 20.2
WNAC-TV 18.0
WNAC-TV 18.0
WNAC-TV 17.7
activities at Guild Television Services Ltd.,
London, to Wilding Picture Productions Inc.,
William B. Hartigan, former NBC-TV pho-
tographer-reporter (most recent credits in-
clude that network's color coverage of
Navy's "Operation Deepfreeze" in Antartica
during present International Geophysical
Year), has announced plans to freelance in
tv news film field.
Dick Stockton, casting director at RKO
Studios, to TCF-TV Productions (subsidiary
of 20th Century Fox) as casting director,
succeeding Marvin Schnall, resigned to open
independent casting office.
FILM PRODUCTION
TCF-TV, Hollywood, is producing pilots
on two new half-hour series, Anything Inc.
and Man Without A Gun.
Screen Gems Inc., N. Y., announced pro-
duction will begin immediately in England
on 26 half-hour episodes of new series,
Ivanhoe, which will be filmed in Eastman
color. Based on classic Sir Walter Scott
novel, series will star Roger Moore.
Trans-Lux Television Corp., N. Y., has
opened west coast office at 1966 S. Vermont
Ave., L. A., with AI Naroff as manager.
Telephone: Republic 1-2309.
Page 54 • April 22, 1957
Broadcasting • Telecasting
WCAU
PHILADELPHIA
means
drama
You've seen "Waterfront." It appears on film in many markets . . .
in Philadelphia it's the number one local television show. You just
don't get a rating like that for a syndicated show without
well-executed publicity, promotion and merchandising. And that's
just the kind of support WCAU gives its programs. One sponsor,
La Rosa macaroni products, canceled other forms of advertising because,
"the combination of WCAU-TV coverage plus 'Waterfront' audience
is actually delivering more per dollar than anything we ever used before."
The co-sponsor, Foremost Dairies, reported lightning reactions
to a special cottage cheese offer made on the Sunday night program,
with driver-salesmen selling out on Monday morning.
So you see WCAU sells with drama. WCAU can sell for you.
WCAU, WCAU-TV The Philadelphia Bulletin Radio and
TV stations. Represented nationally by CBS Spot Sales. By far Philadelphia's
most popular stations. Ask ARB. Ask Pulse. Ask Philadelphians.
Broadcasting
Telecasting
April 22, 1957 • Page 55
GOVERNMENT
TIME INC. BUY GETS GREEN LIGHT
• Three radio-tv properties bought from Consolidated
• $18.5 million involved in nine approvals by FCC
NINE station sales involving $18,541,730,
headed by the Time Inc. purchase of three
Bitner properties, were approved last week
by the FCC.
Time bought WOOD-AM-TV Grand
Rapids, Mich., WTCN-AM-TV Minneapolis
and WFBM-AM-TV Indianapolis from Con-
solidated Tv & Radio Broadcasters Inc.
(Bitner interests) for $15,750,000 [B«T,
March 18, et seq.].
Crowell-Collier Publishing Co. originally
contracted to buy the Bitner stations, in-
cluding WFDF Flint, Mich., for $16.2 mil-
lion. However, C-C ran into financial diffi-
culties and was forced to default on the
purchase, starting a wild scramble among
bidders for the stations. WFDF is not in-
volved in the sale to Time Inc.
In approving the sale, the Commission
stipulated that control of the stations is
not to change hands until Time and its ex-
ecutive, former FCC Chairman Wavne Coy,
have consummated their sale of KOB-AM-
TV Albuquerque to KSTP-AM-TV St. Paul-
Minneapolis for $1.5 million. This trans-
action has been approved [B»T, March 18],
but it was the subject of a protest filed last
week by ABC.
KOB, assigned 1030 kc, has been oper-
ating "temporarily" on 770 kc since 1941.
The station has been ordered to direction-
alize its nighttime signal by this Thursday
to protect ABC-owned WABC New York,
also on 770 kc. ABC asked for a rehearing
on the KOB-AM-TV transfer.
Time Inc. also owns KLZ-AM-TV Den-
ver and 80% of KDYL-AM-FM and KTVT
(TV) Salt Lake City. Time Inc. executives
include Henry R. Luce, who owns 21.4%
of the outstanding stock; President Roy E.
Larsen, 6%; Executive Vice President
Weston C. Pullen, who will direct the firms
radio-tv properties; Mr. Coy, who owns
50% of KOB-AM-TV (Time owns the other
50% ) and will remain as an executive of
Time Inc.; Eldon Campbell, consultant on
broadcast management, who will direct the
Indianapolis operations, and Phil Hoffman,
manager of KLZ-AM-TV, who will direct
the Minneapolis stations.
ABC-affiliated WFBM is on 1260 kc with
5 kw; WFBM-TV, on ch. 6, is affiliated with
NBC. WTCN operates with 5 kw day, 1 kw
night on 1280 kc and WTCN-TV is on
ch. 11. Both stations are affiliated with ABC.
The Grand Rapids stations are affiliated with
NBC and WOOD is on 1300 kc with 5 kw;
WOOD-TV is on ch. 8.
Time Inc., which publishers Time, Life,
Fortune and Sports Illustrated magazines,
formerly owned WQXR New York and
from 1943-45 owned 12.5% of ABC.
Detroit attorney George Haggarty, re-
ceived Commission approval for his $1,-
794,865 buy of ch. 12 KLOR (TV) Portland,
Ore., from Henry A. White, Julius L. Meier
Jr. and associates. With the KLOR purchase.
Page 56 • April 22, 1957
Mr. Haggarty secured an option to purchase
ch. 27 KPTV (TV) Portland from Storer
Broadcasting Co. for $1.89 million.
The purchase marks Mr. Haggarty's first -
entrance into the broadcast field. KLOR is
an independent while KPTV, the nation's
first commercial uhf station, is affiliated with
NBC. Mr. Haggarty is expected to seek FCC
approval of the KPTV purchase in the near
future and combine the facilities of the two
stations, with KPTV going dark.
J. Elroy McCaw received FCC approval
for his purchase (with John D. Keating) of
KDAY Santa Monica, Calif., and the sale
of 33V3 % interest in KLOQ Yakima, Wash.
However, Comr. Robert T. Bartley voted
for a McFarland letter and Comr. John C.
Doerfer abstained from voting.
Messrs. McCaw (75%) and Keating
(25%) paid KOWL Broadcasting Co. (J. D.
Funk and associates) $650,000 for the Santa
Monica station, and Mr. McCaw received
$20,115 for his KLOQ interest from Warren
J. Durham. Robert S. McCaw and Tom
Olsen also own 33V3% of KLOQ, which is
on 1280 kc with 5 kw day and 1 kw night.
It is affiliated with both Mutual and NBC.
Daytimer KDAY is on 1580 kc with 10
kw and holds a cp for 50 kw. Messrs. Mc-
Caw and Keating also own WINS New
York, KYA San Francisco and 50% of
KONA-TV Honolulu and KTVR (TV) Den-
ver. Mr. McCaw individually owns KTVW
(TV) Seattle-Tacoma; 50% of KELA Cen-
tralia, Wash.; 33Y3 of KALE-AM-TV Rich-
land, Wash., and 25% of KAPA Raymond,
Wash.
Bartley Questions Trafficking
In voting for the McFarland letter, Comr.
Bartley questioned the possibility of traf-
ficking in stations by Mr. McCaw.
Country music partners Webb Pierce and
James R. Denny had their purchase of
WJAT-AM-FM Swainsboro, Ga., for $125,-
000 approved by the Commission. Selling
the 1 kw daytimer on 800 kc are Jack A.
and Nancy M. Thompson. The buyers. are
partners in three Nashville music publishing
firms and Mr. Pierce is a recording artist
and tv personality.
Commission approval was granted Fred-
erick A. Knorr and associates for their
$100,000 purchase of WELL Battle Creek,
Mich., from Federated Publications Inc. Mr.
Knorr and associates own WKMH-AM-FM
Dearborn, WKMF Flint, WSAM-AM-FM
Saginaw and WKHM Jackson, all Mich.,
plus a majority interest in the Detroit Tigers
American League baseball club.
Federated publishes newspapers in Battle
Creek, Grand Rapids and Lansing, all Mich.,
and Lafayette, Ind. ABC-affiliated WELL
is on 1250 kc with 250 w.
The last $1,750 of the $18.5 million total
in station sales approved went for the cp
of ch. 20 KBAY-TV San Francisco, with
no physical assets involved. Sherrill C.
Corwin is buying the San Francisco facility
from Leonard and Lily B. Averett [B«T,
Feb. 25]. The purchase price represents
the Averett's expenses in prosecuting their
application for the cp.
. Mr. Corwin also was granted an eight
month extension to complete construction of
the station. He has minor interests in KPRO
Riverside, KROP Brawley, KYOR Blythe
and KREO Indio, all Calif., and KAKE-
AM-TV Wichita, Kan.
Day-timers' Hearings
To Bare New Charges
THE FCC will face more questions at the
Senate Daytime Radio Broadcasting Sub-
committee hearings April 29-30 when the
Community Broadcasters Assn. airs its
complaints against the Commission for
failure to act on the association's year-old
request that its stations be permitted to
increase their power from 250 to 1.000
watts.
Howard J. Schellenberg Jr.. Washington,
D. C. attorney for the Community Broad-
casters, which includes 960 250-w stations
in the U. S., said the association's president,
F. Ernest Lackey, who is president and
general manager of WHOP Hopkinsville,
Ky., will present his group's case at the
hearings.
"The FCC has ignored the Community
Broadcasters' request of April 3, 1956 ask-
ing that their stations be allowed to increase
their power from 250 to 1,000 watts, and
Sen. Morse has agreed to let us testify at
his daytimers' hearings." Mr. Schellenberg
said.
Sen. Wayne Morse [D-Ore.] heads the
Senate Small Business Subcommittee named
last month to investigate complaints of the
Daytime Broadcasters Assn. that the FCC
has failed — over a period of some four years
— to act on its request to extend the operat-
ing hours of small local stations [B»T, March
25].
Noting that the Community Broadcasters'
stations are on only six frequencies, Mr.
Schellenberg pointed out that the same
power increase by all the stations "would
create no further problems with inter-
ference."
Lee White, counsel to the full Senate
Small Business Committee, said Sen. Morse's
subcommittee "will hear testimony from
class-four station (Community Broadcasters
Assn.) representatives, and then question
the Commission about it."
The daytimers hearings are scheduled
to open April 29 (next Monday) with
testimony by J. Ray Livesay, chairman of
the board for DBA, and owner of WLBH
Mattoon, 111. Other station owners also
may testify for the daytimers, noted Bene-
dict J. Cottone. Washington, D. C. attorney
for the DBA.
Speaking for the Clear Channel Broad-
casting Service, which opposes the day-
timers" request for extended hours of opera-
Broadcasting • Telecasting
"BELLS ARE RINGING" starring Judy Holliday
"A PACKED HOUSE EVERY PERFORMANCE"
Maybe the folks at WICU ought to angel Broad-
way shows. Because, back in Erie, WICU con-
sistently captures enough audiences — evenings
and matinees to assure . . . "A Packed House
Every Performance".
A LOOK AT THE BOX OFFICE*
National
Average
WICU
LORETTA YOUNG
19.9
44.5
TV PLAYHOUSE
20.6
48.0
GEORGE GOBEL
26.4
49.0
PERRY COMO
28.5
49.0
CAESAR'S HOUR
27.9
50.0
EDDIE FISHER
9.2
40.0
MICKEY MOUSE CLUB
16.8
34.8
BIG STORY
21.7
49.0
PEOPLE ARE FUNNY
16.3
45.0
FORD THEATRE
13.2
39.8
*Telepulse November 1956
The result is a unique selling climate — the pick
of the packed houses — loaded with stick-like-
glue viewers and high ratings . . . vital plasma
to tv advertisers.
WICU ratings continue to out-distance the
national average (see boxoffice) and provide
mighty handy reference material when agencies
and clients square away for renewal.
The WICU atmosphere produces choice time seg-
ments and adjacencies for mighty good business.
And WICU means business — it's the only VHF
station within 100 miles — covering three states
and two counties. Call Petry or Ben McLaughlin,
General Manager, and check up on the remaining
availabilities — but time's a wasting !
wicurHupE\i2
An Edward Lamb Enterprise — Ben McLaughlin, General Manager
Represented Nationally By
EDWARD PETRY AND CO., INC.
New York, Chicago. Detroit, San Francisco, St. Louis, Los Angeles
Broadcasting • Telecasting
April 22. 1957 • Page
GOVERNMENT
FCC QUIZ A POSER TO NETWORKS
tion, will be Hollis M. Seavey, executive
director of the service, Mr. White added.
At least one commissioner will represent
the FCC at the hearings, but the State De-
partment plans to send a written statement
on the subject rather than a representative,
he said.
The State Department was invited to send
a representative because of the international
implications in this hearing, Mr. White
pointed out. Most North American coun-
tries are included in radio frequency coordi-
nation treaties with the U. S., he said, not-
ing the 1950 North American Radio Broad-
casting Agreement and the 1957 treaty with
Mexico.
Some other small independent station
owners who have asked to testify at the
DBA hearings also will have their say,
Mr. White noted. Sen. Morse's office has
received such letters from station owners
who support the DBA complaints and those
who oppose them, he said. Among those
invited to testify at the hearings is Louis N.
Seltzer, president of WCOJ Coatesville, Pa.,
who wrote a scathing letter to Sen. Morse
denouncing the daytimers' complaints and
asking to appear.
In their request to the FCC, the day-
timers had asked for extension of hours
from the present sunrise to sunset limits as
follows: from 5 a.m. or sunrise (whichever
is earlier) to 7 p.m. or sunset (whichever
is later) [BoT, April 1].
Robert Hall Pays $10,000 Fine
For False Radio Advertising
IN SETTLEMENT of a civil penalty suit
charging it with violating a Federal Trade
Commission order to stop false radio ad-
vertising of the "sales prices" of its suits.
Robert Hal! Clothes Inc., New York, has
paid $10,000 in the U. S. District Court,
Southern District of New York.
Robert Hall was charged by the lustice
Dept. with 12 violations of an FTC cease
and desist order, which forbade the clothier
from misrepresenting the regular price of its
merchandise or savings afforded by buying
clothes at "sales prices." The FTC order
was issued in 1953, and the lustice Dept.
suit filed in August 1956.
Under the law each violation was punish-
able with a $5,000 penalty, but the $10,000
total was agreed on in settlement.
WRC-TV Site Change Granted
WRC-TV Washington last week was granted
FCC permission to move its transmitter and
main studio location from the Sheraton-
Park Hotel to 4001 Nebraska Ave. How-
ever, in granting the move for the NBC-
owned station, the Commission reserved the
right to rescind the action if Wespen Tv Inc.
is granted ch. 4 Pittsburgh.
The new WRC-TV location is 1.2 miles
short of the required 170-mile separation
from the proposed transmitter site of
Wespen, one of five applicants for the Pitts-
burgh facility. An initial decision was issued
in the Pittsburgh case a fortnight ago favor-
ing WCAE Pittsburgh [B«T, April 15].
THE tv networks are still wrestling with a
complex 16-page questionaire sent out by
FCC's Network Study Committee calling
for intimate details of their program pro-
duction and program sales operations over
the past five years.
Although they have been compiling the
information for some six weeks, it was
learned, the complexity and detail of the
questions are keeping the networks still at
work. The committee, which originally set
April 5 as the deadline for answers, is under-
stood to have recognized later the impos-
sibility of meeting that deadline and, instead,
is accepting material piecemeal.
The questions cover some of the ground
roamed over by the House Antitrust Sub-
committee in its network hearings last fall
— but in infinitely more detail. They are
believed to resemble those which the FCC
group put to film syndicators late last year
in another phase of its investigation.
In addition to soliciting the names of pro-
gram production and syndication "divisions,
subsidiaries or affiliates" of the networks,
such organizations in which the networks
may own interests, the identities of motion
picture or theatrical productions in which
they have rights, and network practices in
acquiring scripts, the questionnaires call for
such detail as:
• For each of the last five seasons (1952-
53 through 1956-57), a list of all sponsored
evening programs, live and film, which con-
sisted of ten episodes or more and which
were produced or financed wholly or in
part by the network, or in which the net-
work had or has any financial or proprie-
tary interest.
o For the same years and the same pro-
grams, the site of production — whether in
the U. S. or elsewhere — and, for those pro-
duced or wholly financed by the network,
the above-the-line, below-the-line and total
production costs, plus the average cost per
segment or episode.
• The name of sponsor or sponsors, day
and time of program, gross price to each
sponsor, and the names of all persons who
have acquired profit-sharing, re-run, mer-
chandising or other subsidiary rights — for
each program.
• Information on whether the program
was subsequently sold or licensed for non-
network or syndicated showing and. if it
was, the season or seasons when it subse-
quently appeared, the title under which it
was syndicated or sold, and the names of
those who sold, licensed, or distributed it.
• For one specified week in each of the
five years, the number of hours and num-
ber of programs shown on the network in
each of three categories: ( 1 ) programs pro-
duced and wholly owned by the network;
(2) those produced jointly by another per-
son and the network, or solelv bv another
company in which the network had an in-
terest; (3) those produced by others in
which the network had no financial or pro-
prietary interest. In addition: The number
of hours of sustaining and of sponsored pro-
gramming in each category.
• List of all non-theatrical programs pro-
duced, sold, licensed or distributed for non-
network or syndicated television by the net-
work during each of the last five seasons.
® For each of these syndicated programs,
such information as the number of markets
in which sold; gross billings; value of sta-
tion time involved; and network's policy,
if any, as to discount or price differential
in multi-market sales to the same purchaser
and in sales to multi-station owners.
• Copy of most recent standard or usual
form of sales contract for syndicated film,
and, for each program on the list, an indi-
cation as to whether or not the present
standard contract contains exclusive cover-
age provision.
• If the present standard contract does
not provide for exclusive coverage, a state-
ment of usual policy or practice, if any,
with regard to granting exclusive coverage.
• A list, with "brief" explanation, of all
contracts or sales arrangements made or in
effect during the 1955-56 and 1956-57 sea-
sons "where exclusive coverage provision
would prevent sale of same program at the
same time for television exhibition in adja-
cent or nearby market or markets."
• For the five syndicated programs sold
in the largest number of markets during
1955-56 season, call letters of stations car-
rying the program, time period in which
program was carried, and network price to
purchaser of the program.
• Information on whether the network's
owned stations and affiliates have first call
or get any price consideration on programs
offered by the network for syndication.
The questionnaire also includes a section
calling for detailed listings and price in-
formation on any theatrical film syndicated
by the network. Another section goes into
detail on the network's facilities for produc-
tion of programs, live and film; any plans
for expansion of such facilities, and the ex-
tent, if any, to which the network leases or
uses non-owned program production facili-
ties used by other companies.
Ellsworth Okayed as CSC Member
APPOINTMENT of former Rep. Harris
Ellsworth (R-Ore.) to serve on the Civil
Service Commission for two years begin-
ning March 1 this year was confirmed last
week by the Senate. Mr. Ellsworth, who was
defeated last November in his bid for re-
election after serving in the House for
some 14 years, is a 25% stockholder in The
News-Review Co. which owned KRNR
Roseburg, Ore., until October 1956. The
company also publishes the Roseburg News-
Review newspaper.
Senators Wayne Morse and Richard L.
Neuberger. both Democrats from Oregon,
said they had been asked to oppose Mr.
Ellsworth's nomination, but in speeches from
the floor the senators urged — with some
reservations — approval of the former con-
gressman's appointment to the Commission.
Page 58 • April 22, 1957
Broadcasting • Telecasting
/
Concentration on leading stations
revolutionizes the use of radio, Politz shows
Escape from inflexible long term commit-
ments is just one of the many sound reasons
today's alert advertisers are turning to the
modern form of radio — The Nation's Voice.
Alfred Politz Research, in 5 separate major
market studies, found that in each area one
radio station stands out unmistakably as the
leading station. These stations attract the lar-
gest audiences. These stations have earned the
confidence and respect of their listeners.
Among 3.000 stations now broadcasting, just
4S leading stations are needed to bring 85%
of the U.S population within your reach.
That's why the selective technique of concen-
trating on this relatively small group of 48
leading stations is so efficient. That's why it's
called the Nation's Voice.
The huge, immediate power of the Nation's
Voice makes it the fastest, most flexible and
economical of mass media. It is readily adapt-
able to any promotion —large or small — na-
tional or regional. It eliminates the gamble of
uncontrollable costs that play havoc with
budgets.
Whether your appropriation is S25.000 or
multi-million, this new way of using radio's
tremendous power is important to know
about. A brief presentation of the Nation's
Voice, giving Politz's exciting findings, is
available at the Chrisial office nearest you.
First on every list are these 14 Great Radio Stations covering Va of all America
WBAL - Baltimore WBEN - Buffalo WGAR - Cleveland WJR - Detroit
) WTIC - Hartford WDAF - Kansas City KFI - Los Angeles WHAS - Louisville
WCKR - Miami WTMJ - Milwaukee WHAM - Rochester WGY - Schenectady
WSYR - Syracuse
WT AG - Worcester
Represented Nationally by
HENRY I. CHRISTAL CO. inc.
POLITZ DOCUMENTS
EFFICIENCY AND ADVERTISING
POWER OF LEADING RADIO STATIONS
One station in each of five major markets measured stands
out clearly as the leader:
J It attracts the largest listeningaudience , . . on an az>er-
age day by as much as 4 to 1 over the second station: up
to 16 to 1 over the weakest.
2 Its programs are voted best in every one of S different
categories.
J Its service features are credited with being the most
reliable and complete.
^ Its commercials are considered to be the most reliable.
j It is relied upon and trusted . . . the one station people
would tune to for information in an emergency.
NEW YORK • BOSTON
« CHICAGO • DETROIT • SAN FRANCISCO
GOVERNMENT
Sports Antitrust Bill
Introduced by Keating
ANOTHER bill (HR 6876) involving pro-
fessional team sports and the federal anti-
trust law was introduced into the House of
Representatives last week.
Rep. Kenneth B. Keating (R-N. Y.), rank-
ing Republican member of the House Judi-
ciary Committee, introduced the measure
(he terms it the "Square Deal for Sports
Act") which would place only the purely
business aspects of professional baseball,
football, basketball and hockey under the
jurisdiction of the antitrust laws, but not in-
clude certain internal facets of the sports
themselves.
Rep. John W. Byrnes (R-Wis.) last week
introduced a bill (HR 6877) identical to
that of Rep. Keating.
Sports business practices, such as the
operation of radio and television contracts
and broadcasts, would be subject to the anti-
trust laws under his bill, Rep. Keating said.
To be exempted from the jurisdiction of
the four U. S. antitrust laws (Sherman Act,
Clayton Act, Federal Trade Commission
Act, and Robinson-Patman Antidiscrimina-
tion Act) are the following facets of the
professional team sports:
• "Playing rules of the game:
• Organization of leagues and associa-
tions;
• Contracts and agreements between
leagues and between clubs relating to the
rights of the parties to such contracts or
agreements to operate within specified geo-
graphical areas; and
• Employment of players."
Stating that "the middle ground charted
in my bill represents the sound course," Rep.
Keating also pointed out that he makes spe-
cial provision guaranteeing the rights of
players to bargain collectively "for their mu-
tual aid or protection."
The New York congressman's bill is the
fifth to be introduced involving profes-
sional team sports and the antitrust laws.
All have been offered since the U. S. Su-
preme Court ruled in February that pro-
fessional football was subject to the anti-
trust laws [B«T, March 4].
Rep. Emanuel Celler (D-N. Y.), chair-
man of the House Antitrust Subcommittee
to which all of the bills have been referred,
has called for hearings on the matter, prob-
ably to be held next month [B«T, March
25]. Reps. Keating, a subcommittee mem-
ber, and Patrick J. Hillings (R-Calif.), a
member of the parent House Judiciary
Committee, urged the hearings, at which
sports leaders and officials and some play-
ers are expected to testify.
First congressman to introduce sports-an-
titrust legislation this session was Rep. Hill-
ings, whose bill — introduced Feb. 26 —
would place professional baseball under an-
titrust laws.
Rep. Oren Harris (D-Ark.), chairman of
the House Commerce Committee, followed
Feb. 27 with a bill to exempt football, base-
ball, basketball and hockey from antitrust
laws' jurisdiction.
Then Rep. Celler introduced a bill March
1 to place baseball and all other professional
team sports under the antitrust laws.
Asserting, "Congress has a mandate to
clear up the muddled situation left in the
wake of the recent Supreme Court decision
. . .," Rep. Keating said: "I do not be-
lieve the solution to this problem lies in
subjecting these specialized businesses to
antitrust control any more than it lies in free-
ing them completely from such regulation.
The middle ground charted in my bill rep-
resents the sound course."
Noting that "with few exceptions . . .
sports are doing a good job of ruling their
own roosts." the congressman declared,
"we should keep the long arm of the federal
government out of their affairs as much as
possible."
Firms Charged With Selling
Phony Color Tv 'Adapters'
THE Federal Trade Commission last week
issued complaints against three distributors
for falsely claiming that tv screen plastic
adapters which they sell will produce the
same visual effects as color television, reduce
eyestrain and eliminate such difficulties as
haziness, glare, and "snow" from screens.
The distributors and the names of their
products are:
J. David Paisley, who trades as J. David
Paisley Co., St. Louis, Mo. — "Wonder Vue";
Harry G. Kriegel, trading as Superior Prod-
ucts, New York City — "Color V", and Al-
rich Mfg. Co. Inc., Great Neck, Long Island,
N. Y., and Judith Gleichenhaus, an officer
—"Color Pix."
The similar device sold by the three firms
consists of a "sheet of transparent plastic"
which is fastened to the tv screen and
sprayed wih orange paint blending into
green at one border and blue at the opposite
border.
FCC Denies Three Protests
Against KTVI Ch. 2 Operation
IN denying three protests against the grant
to KTVI (TV) St. Louis of temporary
authority to operate on ch. 2. the FCC last
week ruled that a protest of the temporary
authority is not allowable under the Com-
munications Act.
The protests had been lodged by Louisi-
ana Purchase Co., an applicant for the chan-
nel, KWK-TV St. Louis and ch. 10 WTHI-
TV Terre Haute, Ind., which has applied
for ch. 2 in Terre Haute. Ch. 2 was deleted
from Springfield, 111. (which got ch. 36 in
return), and reassigned to St. Louis and
Terre Haute by the Commission late in
February [B»T, March 4].
Temporary authority was given KTVI
(which was assigned ch. 36), the FCC said,
to expedite the use of ch. 2 in St. Louis and
ch. 36 in Springfield. Granting the stay
also would defeat the purpose of its action,
the FCC said.
Also denied was a petition by Louisiana
Purchase to operate on ch. 2 pending a final
grant of the facility. The petitioner has no
outstanding authorization which could be
modified to specify operation on ch. 2
and has made no showing warranting a
conditional grant, the Commission said.
Moulder Subcommittee Plans
To Start Agency Probe in May
THE HOUSE Special Legislative Oversight
Subcommittee will begin "active work" soon
after May 1 on its sweeping probe of some
16 federal regulatory agencies and their ad-
ministration of the laws creating them, Rep.
Morgan M. Moulder (D-Mo.), subcom-
mittee chairman, announced last Thursday
after the group's first meeting.
A detailed, objective investigation of both
the internal and the public workings of the
agencies — including the FCC and the FTC —
was promised after the House passed a reso-
lution April 1 1 allotting $250,000 for the
subcommittee's probe [B*T, April 15].
Broadly, the purpose of the investigation
is to examine the execution of laws by
specific regulatory agencies to determine
whether they are being properly adminis-
tered as Congress so intended. Rep. Moulder
noted.
In a statement following the subcommit-
tee's initial meeting, the group asserted that
the probe would ascertain whether the
agencies' laws are "being executed in the
public interest" and whether these laws
"have been or are being interpreted by
rule or by internal procedures to enlarge
the area of regulation beyond that in-
tended . . ."
Details of the investigation will include
a review of each agency's original laws
and amendments enacted by Congress; the
size of the field regulated by each law;
the legislative standards in the laws with
a view toward reducing administration dis-
cretion; the agency's rules and regulations
issued by discretion; its administrative in-
terpretations and practices apart from formal
regulations; the publicity given to discre-
tionary procedures; the judicial decisions on
the agency's administration of its laws; the
enforcement of regulations, rules and stat-
utes; the organization of the agency to de-
termine its bipartisanship; the qualifications
and capacity of its staff, and the workload
distribution among its personnel.
"We probably will hire an investigative
staff of some seven or eight lawyers, and
from 10 to 15 clerical people," Rep. Moulder
noted. "The proper selection of qualified
personnel is one of the subcommittee's most
important tasks," he said.
The Special Legislative Oversight Sub-
committee is part of the House Interstate &
Foreign Commerce Committee.
WTVI (TV) Denied Educational V
AN ATTEMPT by ch. 19 WTVI (TV) Ft.
Pierce, Fla.. to secure educational ch. 3
Tampa-St. Petersburg. Fla.. for commercial
use failed last week when the FCC denied
the dark uhf station's proposal.
WTVI had asked that ch. 3 be shifted to
Ft. Pierce and that its cp be modified to
specify operation on ch. 3. In denying the
petition, the Commission pointed out that
Florida West Coast Educational Tv Inc.
has applied for an educational station on
ch. 3 [B»T. April 15]. The need for educa-
tional operation of the channel outweighs
any new service that would be provided by
commercial use. the FCC stated.
Page 60 • April 22, 1957
Broadcasting • Telecasting
ARE YOU
HALF-COVERED
IN
NEBRASKA'S OTHER BIG MARKET?
MERCHANDISE OFFER PROVES
KOLN-TV PULLING POWER!
Last January. Gooch Milling Company made identical
offers of a Cake Decorator Set over a number of T\
station- in the Ntrljraska-Kansa?-Iu\\ a area. The tremen-
dou_- pullina power of KOLN-X\ wa; clearly demon-
strated— securing the greatest number of orders at a
considerably loner cost per order than any other station.
CAKE SETS
ORDERED AS
OF FEBRUARY
23, 1957
Station
Cake Sets
Station
Cake Sets
Ordered
Ordered
KOLN-TV
2,924
Station E
1 ,1 84
Station B
1 ,462
Station F
783
Station C
1 ,420
Station G
512
Station D
1 ,292
9 ith the same offer and same time allotment. KOL^-Tl
pulled twice as many orders, as the next best station.'
WKZO-TV _ GRAND RAHDS-iCALA^AZCO
WZO RADtO — KALAMAZOO-BA7TLE CREEK
■■■-r- = -Z Z- Z-----.Z : =
S=i\; :i: . :_:,.,4;:0
KOLN-TV — LINCOLN. NEBRASKA
Assoc:a*ed — Hn
V. >■. = ; 5a; z ~--;Z- - .. :Z 5
Have you noticed how much the Nielsen
NCS No. 2 has expanded Lincoln-land?
KOLX-TV covers Lincoln-Land, a rich 69 countv
market consisting of 296.200* families with 191.710* TV sets.
KOLN-TA is farther removed from Omaha than Hartford
is from Providence ... or ?outh Bend is from Fort Wayne.
Latest ARB. Lelepulse and "\ ideodex surveys all show
KOL]S-T\ dominates the Lincoln-Land audience.
Avery-Knodel has all the facts on KOLN-TV, the Official
CBS Outlet for South Central Nebraska and Northern Kansas.
"See NCS No. 2
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Avery-Knodel. Inc.. Exclusive National Representative;
Broadcasting • Telecasting
April 22. 1957 • Page 61
FTC Probers Allege
False Tranquilizer Ads
THE FTC's monitoring of radio-tv com-
mercials has revealed alleged false advertis-
ing and sale of over-the-counter bromide
products as "tranquilizers," Harry A. Bab-
cock, the Commission's investigation di-
rector, said in testimony April 12 before the
Senate Independent Offices Subcommittee.
The Post Office Deoartment. which "has
liaison" with the FTC on ad regulatory
activities, already is investigating several
cases of false advertising of bromides as
"tranquilizers" with a view toward charging
such firms with fraud if they use the mails
for their business, Mr. Babcock said.
Sen. Warren G. Magnuson (D-Wash.),
chairman of the Senate subcommittee (part
of the Senate Appropriations Committee),
presided at the agency budget hearings
which included FTC testimonv by Mr. Bab-
cock; Chairman John W. Gwynne; Alex
Akerman Jr., the Commission's executive
director; William P. Glendening, chief of
the budget and finance division, and Earl
W. Kintner, FTC general counsel.
Mr. Babcock noted that the FTC's ad
monitoring program has discovered false
spot commercials on small market radio and
tv stations, in addition to the network pro-
grams which the Commission's Washington
staff regularly surveys.
The FTC will be able to continue moni-
toring as many programs under its '58 fiscal
year budget as it has done this year, Mr.
Gwynne told the subcommittee, which also
heard his testimony urging the restoration
of $34,500 to the Commission's proposed
budget for travel expenses. Before sending
the Independent Offices Appropriations bill
(HR 6070) to the Senate subcommittee, the
House Appropriations Subcommittee lopped
off $300,000 from the proposed fiscal '58
budget of $8,950,000 for the FTC [B»T,
March 25].
Although a release from Sen. Magnu-
son's office stated that the senator had
urged a stepup in the FTC's monitoring
drive [B»T, April 15], Mr. Babcock said
later that the senator did not call for such
an increase at the hearing, and that the
Commission probably will maintain its pres-
ent "speed" in the program "unless more
money were allotted for this specific pur-
pose."
Mr. Akerman noted the progress made in
checking radio-tv commercials, citing the
first complaints issued by the FTC against
three firms early this month [B«T, April 1].
The Commission executive director said
he thought the "work will increase" be-
cause "we are getting nationwide coverage
on it." The advertisers will really take notice
of this FTC drive, he told Sen. Magnuson
and the subcommittee.
Mr. Akerman stated, however, that
swifter action should be taken by the FTC
against advertisers if the monitoring program
is to be more effective.
The FTC probably will "get even greater
coverage on television and radio next year
with the same amount of money" allotted
for the drive, he said.
Texas Tech Alone for Ch. 5
C. L. TRIGG has withdrawn his applica-
tion for ch. 5 Lubbock, Tex., in favor of
the other applicant, Texas Tech College,
and was paid $25,000 as "partial" reim-
bursement for expenses incurred in prose-
cuting his application.
Mr. Trigg had sought the channel for
commercial use; the college for educational
purposes. A hearing between the two ap-
plicants was scheduled to begin this week.
His application was withdrawn, Mr. Trigg
said, so a third service may be provided the
area as soon as possible. Now on the air in
Lubbock are ch. 11 KCBD-TV and ch. 13
KDUB-TV.
Radio-Tv Equality Bills Die
On Shelves in N. Y. Legislature
AN eleventh-hour move to repeal the con-
troversial Section 52 of the New York
State Civil Rights Law (in the form of two
separate bills introduced March 25 in the
state assembly and senate) have died "in
committee." The bills called for an end
to discrimination between newspaper and
radio-tv film coverage of hearings in which
compulsory testimony is involved by de-
manding "equal access" by all media. [B»T,
April 1].
Commenting on the defeat of the bills —
which won't come up again for discussion
and possible action until the next legislature
convenes in 1958 — John Titus, legal coun-
sel for the New York State Assn. of Radio
& Television Broadcasters, said "There just
wasn't enoush time. . . . We had four days."
The freedom of information committee
of the Radio-Newsreel-Television Working
Press Assn. of New York, which sponsored
the bills, found it "deplorable" that the
senators and assemblymen "could not find
time to deal with this vital legislation be-
fore the end of the session."
Speakins for the association, WRCA-
AM-TV New York News Director Gabe
Pressman noted: "Next year is a state elec-
tion year and it is expected that both Dem-
ocratic and Republican legislators will
make every effort to put their cases for
election or re-election before the public on
television, radio and in the newsreels. In
recognizing the importance of the media for
their campaigns they will demonstrate their
understanding of its inherent ability to in-
form people. We hope that in the next ses-
sion of the legislature, they will help these
media to increase their journalistic effective-
ness by repealing the iniquitous law."
The law was passed in 1952, shortly after
the Kefauver Crime Committee hearings.
It bans from such hearings as require com-
pulsory testimony any and all newsreel,
radio and television reporter, but permits
access to the hearing chamber of news-
papermen.
Roosevelt Ponders Jurisdiction
For Probe of ASCAP-BMI Hassle
DOUBT has arisen on Capitol Hill on
whether a House Small Business subcom-
mittee (on distribution problems) headed by
Rep. James Roosevelt (D-Calif.) has the
proper jurisdiction for the group's proposed
probe into intra-ASCAP disputes and the
long-standing ASCAP-BMI squabble.
Joseph L. Nellis, special counsel for the
Roosevelt unit, said Rep. Roosevelt and Rep.
Wright Patman (D-Tex.), chairman of the
parent House Small Business Committee,
have been consulting with Rep. Emanuel
Celler (D-N.Y.), chairman of the House
Antitrust Subcommittee, on whether such a
probe by the small business unit might be
an invasion of the antitrust functions.
Rep. Roosevelt earlier had promised that
his subcommittee would investigate com-
plaints of individual ASCAP members
against the organization's methods of dis-
tributing royalties and also would go into
ASCAP's charges that broadcasters discrim-
YOUTH CONVINCES FCC
HERE is one teen-ager who belies the
prattle that "teen-ager" means juvenile
delinquent. High school junior Joe Tom
Easley has become the newest broadcast-
ing entrepreneur in the Southwest.
Fifteen-year-old Joe Tom of Eagle
Pass, Tex. (pop. 7,276) has been broad-
casting nearly two years on XEMU across
the border in Piedras Negras, Coahuila,
Mexico. Joe Tom was buying time on the
station and selling spots to local mer-
chants. All was going well until he ap-
plied to the FCC for a remote transmitter.
The Commission said a hearing was
necessary and Joe Tom came to Wash-
ington.
Hearing Examiner J. D. Bond a fort-
night ago issued an initial decision favor-
ing the youthful six-footer's application.
The examiner was so impressed by the
boy's exemplary demeanor he used this
unprecedented encomium to describe Joe
EXAMINER, IN SPADES
Tom: "He represented himself at the
hearing with dignity, obvious sincerity
and competence. Although this lad is not
experienced in legal or administrative
proceedings, he exhibited forthrightness,
candor and comprehension throughout his
earnest endeavor in the hearing to
eradicate the misunderstanding of his
status which precipitated the hearing. It
is intended here to state the finding that
the applicant's testimony at the hearing
gave every indication of truthfulness; he
attentively listened to questions, deli-
berated where necessary upon the mean-
ing thereof, and with neither garrulity nor
evasion in speech or manner provided the
information which he believed was sought
by the issues and the questions."
When asked about necessary Mexican
authorization Joe Tom said, "They say
Mexico 1 aw is a lot harder than FCC law
— but it couldn't be."
Page 62 • April 22, 1957
Broadcasting • Telecasting
GOVERNMENT
inate against ASCAP music in favor of BMI
music [B»T, March 25].
The antitrust unit headed by Rep. Celler
held extensive hearings into the ASCAP-
BMI feud last September and a report is ex-
pected shortly.
Artificial Ion Layer Planned
To Test Distance Tranmission
THE earth satellite's mate — a gas cloud — is
going to be sent aloft sometime in July as
an experiment to see whether a man-made
ionospheric layer can be utilized for long
distance radio transmission.
The announcement was made last week
by the Radio Propagation Lab. of Stanford
U.. Palo Alto, Calif. Sometime in July, the
university announced, an Aerobee rocket
will be fired from Holloman Air Develop-
ment Center, Alamagordo, N. M. The rocket
will carry gas which will be released at the
top of the rocket's flight, about 70 miles up.
The gas will react with the atmosphere to
form an ion layer similar to the natural iono-
sphere, capable of reflecting what were de-
scribed as tv and radar waves.
Radio amateurs within a 700 mile radius
of the cloud will beam messages to each
other and attempt to accomplish skywave
transmission via the artificial ionized cloud,
using 14 mc. 21 mc, 28-29 mc. 50-54 mc
and 144-148 mc. The cloud will be tracked
by radar. The project is known as Operation
Smoke Puff, and includes participation of
the U. S. Air Force as well as Stanford and
radio hams.
Trimmed '58 Fiscal USIA Budget
Of $106.1 Million Passes House
THE HOUSE last Thursday ignored Presi-
dent Eisenhower's pleas and passed by voice
vote a heavily-slashed appropriation of
$106.1 million for the United States In-
formation Agency for the 1958 fiscal year.
Its passage of the bill sustained a 26%
cut levied on the proposed $144 million
USIA budget by the House Appropriations
Committee.
The agency's appropriation was included
in a $563,799,793 money bill to operate
the USIA. the State and Justice Depart-
ments, federal courts and a special Presi-
dential fund during the 12 months begin-
ning this July 1.
The Senate Appropriations Committee is
scheduled to open hearings on the bill (HR
6871) April 29, with Secretary of State
John Foster Dulles slated to be the first
witness.
Communications Powers to Gray
PRESIDENT Eisenhower last week dele-
gated to Defense Mobilizer Gordon Gray
his war-time powers over communications,
including the right to establish a system of
telephone and telegraph priorities, and other
authorizations for the "effective use of com-
munications" for national defense. The
White House emphasized that the delegated
authority does not extend to censorship of
communications. The President's war-time
powers over communications are contained
in Sec. 606 of the Communications Act
of 1934.
Broadcasting • Telecasting
Five Ams Granted; Examiners
Issue Initial Decisions on 4
THE FCC last week granted five construc-
tion permits for new radio stations. Other
actions included four initial decisions recom-
mending new am grants.
The grants included:
Mountain Home, Idaho — Mountain Home
Radio Inc., 1240 kc, 250 w unlimited. Per-
mittee owners are Lou Clemens 38.5%, em-
ploye of KYME Boise, Idaho; Roger L.
Hagadone 22%, vice president of KYME,
and Richard K. Mooney 21.5%, president
of KYME.
Hasting, Mich. — Donald G. Garey, 1220
kc, 250 w directional antenna daytime. Mr.
Garey has motion picture theatre and gro-
cery interests in Hastings.
Livingston, Tex. — Polk County Broad-
casting Co., 1440 kc, 1 kw daytime. Polk
owners include Robert M. Sutton 45%, em-
ploye of KTRK-TV Houston, Tex., Harold
J. Haley 45%, business interests, and Donald
L. Gulihur, 5%, engineer at KTRK-TV
and KTRH Houston.
Bellevue, Wash. — Bellevue Broadcasters,
1330 kc, 1 kw directional antenna daytime.
Bellevue owners are R. Kemper Freeman
83.34%, business interests, and Mrs. Flor-
ence G. Hayes 16.66%, nurse.
Douglas, Wyo. — Douglas Broadcasting
Inc., 1050 kc, 250 w daytime. Douglas
principals include J. Howard Jones 17%,
employe of KTHE Thermopolis, Wyo., El-
mer Tanner 25%, stockman-farmer, Luke
McNeil 25%, sheep rancher, and Joe C.
McNeil 8.33%, manager of KTHE.
Initial decisions issued:
Hearing Examiner H. Gifford Irion is-
sued an initial decision favoring Placer
Broadcasters for a new am station in Au-
burn, Calif. The applicant for 950 kc, 500
w directional antenna daytime is equally
owned by Donnelly C. Reeves, general man-
ager of KMOD Modesto, Calif.; A. Judson
Sturtevant Jr.. stockholder of KMOD, and
John E. Griffin, attorney. Examiner Irion
ruled the proposed operation of the appli-
cant would not interfere with KROW Oak-
land, Calif, (protestant in hearing).
Hearing Examiner Thomas H. Donahue
issued an initial decision which favors the
application of Polk Radio Inc. for a new
am station in Lakeland, Fla. W. H. Martin
(52% owner of WMEN Tallahassee, Fla.)
is 96.6% owner of the application for 1330
kc, 1 kw daytime in that city. The examiner
decided Polk's equity should protect its ap-
plication and made the grant over the pro-
test of the Broadcast Bureau. The Broad-
cast Bureau had recommended that the Polk
application be returned to the processing
line.
Examiner Irion also favored Town &
Country Broadcasting Inc. for a new am
in Rockford, 111. Town & Country has asked
for 1150 kc, 500 w directional antenna day-
time. Owners of the application are John
R. Livingston, majority stockholder of
WPEO Peoria. 111., and David T. Pritchard,
assistant manager of WPEO. The examiner
ruled the need for this service outweighed
the need for service that would be lost by
interference with WJJD Chicago.
Hearing Examiner Hugh B. Hutchison
issued an initial decision favoring Craig
Siegfried lor a new am station in Falls ( ity,
Neb. Mr. Siegfried, owner of KIMO In-
dependence, Mo., is asking for 1230 kc, 100
w unlimited. The examiner ruled that the
need for the proposed service outweighed
the service to be lost by objectionable in-
terference to WREN Topeka. Kan., and
KFOR Lincoln, Neb.
McFarland Letter to Macri
Poses Overlap in WSTN Buy
BY A 4-3 vote, the FCC last week sent
a McFarland letter to Carmen Macri indi-
cating the necessity of a hearing on Mr.
Macri's $44,000 purchase of WSTN St.
Augustine, Fla., from James D. Sinyard.
The Commission said Mr. Macri owns
100% of WSUZ Palatka, Fla., and WQIK
Jacksonville, and that considerable overlap
exists between both stations and WSTN.
The Commission majority ruled that a hear-
ing is necessary because of this purported
overlap. Voting in favor of the sale with-
out a hearing were Comrs. George C. Mc-
Connaughey, John C. Doerfer and T. A. M.
Craven.
A fortnight ago [B*T, April 8], it was
announced that Mr. Macri is buying WJHP-
AM-FM Jacksonville for approximately
$225,000 from the Jacksonville Journal and
in turn is selling WQIK to Marshall Rowland
and Edison Casey for $150,000.
Sen. Magnuson Enters Bill
On Upkeep of Unused Towers
A SECOND BILL (S 1874) to require own-
ers of abandoned or unused radio-tv towers
to maintain them by painting and/or illu-
minating as "prescribed by the FCC for air
navigation safety" has been introduced in
the Senate by Sen. Warren G. Magnuson
(D-Wash.), chairman of the Senate Inter-
state & Foreign Commerce Committee.
A similar bill (HR 6746) was introduced
in the House April 8 by Rep. Oren Harris
(D-Ark.), chairman of the House Commerce
Committee [B«T, April 15]. Both bills, en-
tered at the request of the FCC, would
amend Sec. 303 (q) of the Communications
Act of 1934, and would require owners to
maintain their towers until they are disman-
tled.
In introducing his bill. Sen. Magnuson
cited a letter from FCC Chairman George
McConnaughey requesting the legislation.
In his letter, Mr. McConnaughey noted
the danger from the "steadily increasing
number of tall antenna towers, particularly
those over 1,000 feet, which, if left unmarked
and standing at any future time, would
present a serious hazard to safety in the field
of aviation."
The FCC chairman said that the dangers
of ill-kept towers are much greater today
because of the higher speeds of modem air-
craft and the greater height of present ra-
dio and tv towers. The towers are of lat-
ticed construction and thus are less readily
visible than are solid structures, he said.
- April 22. 1957 • Page 63
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Page 64 • April 22, 1957
PERSONNEL RELATIONS
Rebel Hollywood Musicians Win
Right to See Movie Agreements
HOLLYWOOD musicians who are rebelling
against the trust fund policy of the American
Federation of Musicians last week won the
right to examine all labor and trust agree-
ments negotiated by the AFM with motion
picture companies calling for trust fund
payments based on either the production
of films for tv or the sale of theatrical films
for tv use.
Justices of Division 1, California District
Court of Appeals, Los Angeles, denied a
petition of the AFM for a writ of prohibi-
tion which would have barred the rebel
musicians from examining the labor and
re-use contracts the national union has ne-
gotiated with the producers of films used
originally or subsequently on tv. Ruling
marks a victory for the Hollywood group
in their legal battle to force a reversal of
the AFM's present policy, so that fees
which the film and record companies now
pay into the trust fund will instead go to the
individual musicians employed in the mak-
ing of films and recordings.
Group is awaiting a decision of Division
2 of the Court of Appeals on the question
of jurisdiction of the State Superior Court
on a motion for an injunction to prevent
employers in California from making pay-
ments to the trust fund trustee in New
York pending the outcome of a court hear-
ing of the facts in the basic dispute between
the parent union and the Hollywood mem-
bers [B»T, Feb. 25].
Harold A. Fendler, attorney for the
plaintiff musicians, said he is going to New
York to take depositions from AFM Presi-
dent James C. Petrillo; Leo Cluesmann,
secretary; George V. Clancy, treasurer, and
Samuel R. Rosenbaum, trustee of the Music
Performance Trust Funds, May 7-9.
AFTRA Seeks Record Code Change
THE American Federation of Television &
Radio Artists (AFTRA) last week con-
ferred with representatives of major record
companies in an attempt to revise the Pho-
nograph Code. The major proposal by
AFTRA was reported to be the setting up
of a welfare and pension plan for recording
artists similar to the ones the union has
negotiated with the networks and transcrip-
tion companies. The union is also seeking
an approximate 25% increase in fees.
Publicists Local 818 Signs CBS
CBS publicists in Hollywood won wage in-
creases, a division between juniors and sen-
iors and an escalator clause providing auto-
matic increases at the end of the first and
second years of employment in both groups,
in a new three-year contract agreed on by
CBS and Local 818 of the Publicists Assn.,
a division of IATSE.
Covering the 21 employes of the CBS
radio and tv publicity departments in Hol-
lywood, the new contract calls for junior
publicists to receive $110 a week the first
year, $120 the second and a top scale of
$132.50 the third, while the senior scale
starts at $135, goes to $145 the second year
and $162.50 after that. The contract, negoti-
ated by groups headed by Eugene Purver,
CBS West Coast director of public relations,
and Lloyd Ritchie, business agent for the
union, is retroactive to Jan. 1, 1957.
AFTRA, IBEW Talk Contracts
With Los Angeles Stations
NEGOTIATIONS of the independent radio
stations of greater Los Angeles for new con-
tracts with AFTRA and IBEW to succeed
those expiring April 30 [B*T, April 1] are
continuing after a week's interruption to
permit the broadcasters to attend the
NARTB convention in Chicago and, in the
case of AFTRA, for a second week (last
week) while Claude McCue, western region-
al director of AFTRA, was in New York
for conferences in connection with the new
AFTRA phonograph recording code.
IBEW membership will meet Wednesday
to hear from Leo Phillips, business manager
of the local, the counter proposal of the sta-
tion operators to the union's demands. Mr.
Phillips will then report the reaction of his
membership to the employers at a meeting
not yet scheduled but probably to be held
before the end of the week.
Meanwhile, KMPC has independently
reached a tentative agreement with IBEW
negotiated along the lines of that which
KSFO San Francisco has with NABET there
(both KMPC and KSFO are owned by
Golden West Broadcasters), a somewhat dif-
ferent basis of arriving at the contract's
terms than is being used in the general ne-
gotiations, Mr. Phillips said. KMPC's tenta-
tive agreement is for the same wage scale
now paid by KSFO — $150 the first year,
$155 the second and $160 the third, repre-
senting an immediate increase of $14 from
the present $136 a week paid to KMPC's
technical employes.
KDAY Santa Monica has completed only
one year of a two-year contract with IBEW
and so is not involved in the general nego-
tiations and KFOX Long Beach has with-
drawn on the basis that it is outside the area,
Mr. Phillips said. IBEW and AFTRA will
jointly negotiate new contracts with KFOX,
he said.
In another joint operation, IBEW and
NABET plan to combine forces in nego-
tiating new contracts for the technical em-
ployes on San Dieeo's two tv stations,
KFMB-TV and KFSD-TV. Present con-
tracts expire this fall.
Desilu Group Votes for Union
WHITE-COLLAR workers at Desilu Pro-
ductions, Hollywood, selected Office Em-
ployes International Union (Local 174) as
their bargaining agent by a vote of 32 to 1
with 8 of the 41 eligible employes not vot-
ing, at an election conducted last Monday
by National Labor Relations Board. If
neither side protests the election within a
week, the union will be certified by NLRB
as bargaining agent for the group. Normal
procedure is for contract negotiations for
the group to begin between company and
union shortly after that time.
Broadcasting • Telecasting
. . . AND GROWING BIGGER
IN QUEBEC — Johns-Manville's
new asbestos fibre mill at Asbestos, Quebec, was the
world's largest when only half completed! Now it is in full
operation, but additional capacity will soon be added !
ELSE W HERE — Johns-Manville's:
long-range program of expansion saw last year the com-
pletion of
A NEW ASPHALT ROOFING PLANT
A NEW SYNTHETIC SILICATES PLANT
Other projects now under way include
TWO NEW TRANSITE ® (ASBESTOS-CEMENT ) PIPE PLANTS
TWO NEW INSULATING BOARD PLANTS
A NEW FLOOR TILE PLANT
A NEW HARDBOARD PLANT
EXPANSION OF TRANSITE PIPE CAPACITY AT FOUR PLANTS
EXPANSION OF FRICTION MATERIALS CAPACITY
EXPANSION IN ELECTRICAL AND INDUSTRIAL TAPES
AND RUBBER PRODUCTS
Highlights
CAPITAL EXPENDITURES
Since World War II — $190 million. Capital expendi-
tures in 1 957 are expected to come to about $35 million.
SALES
In 1954 sales of J-M's more than 400 product lines
totalled $253 million — in 1955 $285 million — and in
1956 sales increased to $310 million.
EARNINGS
Net earnings after taxes have increased from $1 6.7 million
in 1954 to $23.5 million in 1955 and to $25 million in
1956.
I '
All these projects in the United States and Canada
will represent an investment of $85 million.
Johns-Manville Jjjj
Serving Homes and Industry since 1858
Broadcasting • Telecasting
April 22, 1957 • Page 6
{
PROGRAM SERVICES
BMI RADIO CLINIC SCHEDULE SET
SEVENTH annual series of BMI radio
clinics begins this Saturday with sessions in
the Olympic Hotel, Seattle, and the Chase
Hotel, St. Louis, where a capsule clinic will
be presented for the convention of American
Women in Radio & Television. On Monday
(April 29), the series gets under way with
three teams traveling simultaneously for the
first two weeks and two teams traveling
simultaneously thereafter until all 40 clinics
are concluded with the Glenwood Springs,
Colo., sessions, June 21.
Each team will be accompanied by a BMI
executive from the New York office, either
Carl Haverlin, Russell Sanjek or Glenn Dol-
berg. Traveling teams of broadcaster-speak-
ers will be supplemented by speakers from
the area where each clinic is held. Afternoon
sessions will be conducted informally so
those who wish may participate by query or
contribution. As usual, BMI field representa-
tives will act as clinic chairmen.
Typical subjects for clinic talks are:
"What Is the Future of Radio Programming:
Is Radio Drifting or Forging Ahead?"; "Im-
pact of Local News"; "Power of Program
and Station Promotion"; "Programming to
the Daytime Women's Audience"; panel and
discussion on "One of Our Best Program
Ideas," etc.
This year state broadcaster association
presidents are urging managers to run their
stations on a clinic day with a skeleton crew
to allow attendance by the manager, pro-
gram director and staff members.
The BMI radio clinic schedule follows:
April 27 — Olympic Hotel, Seattle.
April 29 — Marion Hotel, Little Rock; Sher-
aton Hotel, Rochester, N. Y.; U. of Ore-
gon, Eugene.
May 1 — Emerson Hotel. Baltimore; Tiger
Hotel and U. of Missouri, Columbia, Mo.;
St. Francis Hotel, San Francisco.
May 3 — Sportsmen's Lodge, North Holly-
wood, Calif.; Brennan's Restaurant, New
Orleans; Frederick Hotel, Huntington,
W. Va.
May 6 — Dinkier-Jefferson Davis Hotel,
Montgomery, Ala.; Safari Hotel, Scotts-
dale, Ariz.; Leland Hotel, Springfield, 111.
May 8 — Dinkier Plaza Hotel, Atlanta, Ga.;
Indianapolis Athletic Club, Indianapolis;
Alvarado Hotel, Albuquerque, N. M.
May 10 — San Juan Hotel. Orlando, Fla.;
Olds Hotel, Lansing, Mich.; Commodore
Perry Hotel, Austin, Tex.
May 13 — Holiday Inn, Oklahoma City;
Columbia Hotel, Columbia, S. C.
May 15 — Baker Hotel, Hutchinson, Kan.;
Hotel Sir Walter, Raleigh, N. C.
May 17— McCloud Hotel, York, Neb.; Pat-
rick Henry Hotel, Roanoke, Va.
May 20 — Deshler Hilton Hotel, Columbus,
Ohio; Plankinton Hotel, Milwaukee.
May 22 — Hotel Fort Des Moines, Des
Moines; Hotel Seelbach, Louisville.
May 24 — Heidelberg Hotel, Jackson, Miss.;
Andrew Jackson Hotel, Nashville.
June 7 — Edgewater Beach Hotel, Detroit
Page 66 • April 22, 1957
Lakes, Minn, (clinic for North and South
Dakota and Minnesota).
June 10 — Bannock Hotel, Pocatello, Idaho;
William Penn Hotel, Pittsburgh.
June 12 — Somerset Hotel, Boston; Florence
Hotel, Missoula, Mont.
June 14 — Poland Spring House, Poland
Spring, Me.
June 17 — Elks Club, Thermopolis, Wyo.
June 19— Hotel Utah, Salt Lake City.
June 21 — Hotel Denver, Glenwood Springs.
Colo.
BMI radio program clinic speakers for
1957 include:
J. Frank Jarman, WDNC Durham. N. C;
Marion Templeman, KWPC Muscatine.
Iowa; Virgil Sharpe, KOWH Omaha; Kath-
erine Peden, WHOP Hopkinsville, Ky.: Carl
E. Lee, WKZO Kalamazoo, Mich.; Frank
C. Schroeder Jr., WDZ Decatur, 111.; Varner
Paulson, WIP Philadelphia; Connie Stack-
pole. WGIR Manchester, N. H.; Merle
Tucker, KGAK Gallup, N. M.
Edythe Fern Melrose, WXYZ Detroit;
Tom Garten, WSAZ Huntington, W. Va.;
Catherine Brandenburg, WREN Topeka,
Kan.; Rex Howell, KREX Grand Junction,
Colo.; Charles Roeder, WCBM Baltimore;
Alice Bahman, WIZE Springfied, Ohio; Don
O. Hays, WKAZ Charleston, W. Va.; Leo
Morris, KASA Elk City, Okla.; Bill Holm,
WLPO La Salle, 111.; Gloria Brown, KYW
Cleveland, Ohio; Drue Smith, WDEF Chat-
tanooga; Charles Balthrope, KITE San An-
tonio; Ralf Brent, WIP Philadelphia.
Kelly Maddox, WJPO Baton Rouge; Betty
Woods, KWFC Hot Springs, Ark.; John M.
Outler, WSB Atlanta; Milton B. Henson,
WREL Lexington, Va.; Ethel Parker,
WELM Elmira, N.Y.; Frank Sisson, WOOD
Grand Rapids, Mich.; Marion R. Harris,
WINNER of RCA Thesaurus' Key
Club prize at the NARTB Convention
in Chicago a fortnight ago [B»T, April
15], Tommy Dukehart (c), WAAM
(TV) Baltimore promotion director,
accepts the keys to a 1957 Dodge car
from A. B. Sambrook, manager. RCA
Recorded Program Services. Paul
Dougherty, Chicago regional mana-
ger. Dodge Division, looks on.
KGB San Diego; Frances Jarman, WDNC j
Durham, N. C; Mig Figi, WAUX Wauke-
sha, Wis.; Hazel Stebbins, KFOR Lincoln,
Neb.; Charles Ellis, KCHA Charles City.
Iowa; Jack Williams, KOY Phoenix; Ben
Sanders, KICD Spencer, Iowa; Virginia
Collins, KFMO Flat River, Mo.; W. Frank
Harden, WIS Columbia, S. C.
Heads of Skiatron Tv, Dodgers
Talk Possible Pay Tv Contract
DISCUSSIONS are being conducted be-
tween Skiatron Tv. headed by Matthew Fox, \
and Walter O'Malley, president of the
Brooklyn Dodgers, under which the Fox
organization reportedly would pay the ball
team $2 million annually for five years for
exclusive toll television rights (by wire to
subscribers' homes) to the Dodger games
when and if the team moves to Los Angeles.
A spokesman for Skiatron Tv declined
to discuss the negotiations but indicated .
discussion had been held. He said, "Any
talk at this time is premature." An official
of the Dodgers said no agreement has been
reached but pointed out that Mr. O'Malley
has gone on record in favor of pay tv. The
ball club has made no official announcement
about its plans to move to Los Angeles, but
belief has been mounting that the team
will leave Brooklyn for Los Angeles by the
time the 1958 season starts.
H. M. Moss Now Sole Owner
Of Gotham Recording Corp.
HERBERT M. MOSS, president of Gotham
Recording Corp., New York, has become
sole owner of the radio recording service
organization by acquiring an outstanding
50% stock interest previously held by Ste-
phen F. Temmer, Gotham's vice president
and chief engineer since its inception in
1950. Mr. Moss also becomes the owners
of Memo Productions Inc., New York, while
relinquishing his interest in Gotham Audio
Development Corp. and 50% of Teldon
Radio & Television Productions to Mr. Tem-
mer. Gotham supplies recording studios
and facilities to advertising agencies and
other organizations; Memo Productions pro-i
duces network and transcribed radio pro-|
grams and musical commercial jingles and
Teldon produces radio shows for the Voice
of America.
World Bills $125,000 at Chicago
WORLD Broadcasting System signed new
and renewal contracts amounting to a total1
of $125,000 in gross billings during the
NARTB convention in Chicago, it was an-
nounced last week by Dick Lawrence, gen-
eral manager of WBS, a Ziv subsidiary
Contracts were signed with 27 radio stations
according to Mr. Lawrence. The majoritx
of stations renewing with World, he said
carried the recent Voice of Fortune packagt^
and reported to WBS they obtained $25,00(
to $40,000 extra in local billings as a resul
of the quiz series.
Broadcasting • TelecastincB
The story of time . . . and a man
'.ess of Jelling lime
...... : Out of the jungle that was National Spot advertising 25 years ago
~~ ~ ~ ~ there had to emerge a practical system of doing business. But the
system didn't just grow by itself; it had to be battled for and sold. National Representation
was then unheard of — unknown. More than pioneers, two or three men led the campaign
that created the very system of National Representation. Paul H. Raymer was one of these
men. Today through this system, a business exceeding one-half billion dollars is done
each year.
The story of this man and his company, therefore, begins with the concept of Exclusive
Station Representation.
Creation of new ways of doing business was familiar to Paul Raymer. In his 20's he had
worked himself into considerable success in top New York advertising agencies. While
with the McCann Company, he patented and marketed a new chewing gum which he later
sold to the Beech-Nut Packing Co. Following that he created, organized and published a
Manhattan special daily called "Today-in-New York." This newspaper had an interesting
new editorial style and attractive financial possibilities which were recognized in a con-
crete way by men important in publishing.
With the ability, vision and character necessary to make a business successful, he formed
the Paul H. Raymer Co., and built it into a major National Representation firm. Raymer
is duly grateful for the confidence placed in him by the stations he represents. The Company
now has offices in seven cities and employs an able staff of carefully selected and highly
trained men, whose average age is 37 years.
Perhaps early adventures had some influence on Raymer's business experience. At 16 he
took himself West to work a summer in the then little known radium mines of southwest
Colorado. He found it a challenging experience. Get him to talk about it sometime. His years
at Cornell were interrupted when, although under age, he enlisted in the Navy, earned his
commission and wings and became one of the first Naval Aviators flying the old wood and
piano wire planes.
What makes the story of the Raymer Company so different, so impressive? Through it
all it is easy to see the influence of the advertising agency. Because of his own agency
knowledge, Paul Raymer developed great respect for the power of the Agency over all
national advertising. Therefore he organized his business to do the most to serve the
Advertising Agency and work in harmony with it. Take for example the selection of his
salesmen. Aggressive, of course, but truly aggressive, educated, experienced and
trained to best get along in their environment— the advertising agency. They must
talk the agency language and live the agency man's way of life. So confidence is
built. A long record of success is the best proof of the value of this principle.
A man is known by the company he keeps. One of the best ways to know Paul
Raymer is to know the men who work with him, particularly Fred Brokaw. The
Raymer-Brokaw combination is the outstanding classic of the business. In fact, the
Raymer firm is the only one that has lived from the beginning without change of
name, change of management or reorganization.
tJt* ft
x:
This is a company where the human quality is
still supreme. Raymer regards selling as a dy-
namic, creative, personal function even though
the briefcases of his men bulge with facts and
figures.
The statistics with which the Raymer men are
armed are never substitutes for selling : they are
the tools to enable men to do a better job.
Another kind of leadership was shown when
Raymer published the well known "Let's Get
Together" advertisement. Its message: Spot
Broadcasting should have a national promotion
and research organization of its own. This cam-
paign led him to call the first meetings of the
Station Representatives Association and his
election as its first president.
It was always Paul Raymer's desire to operate
not only a good company, but a fine one, with
the highest principles. The distinguishing char-
acteristic of his business without question is the
"quality" that shows itself in all departments
and is recognized even by the competition.
On this 25th anniversary year, Paul H. Raymer
and his associates can look with pride on a busi-
ness that is now expanding more rapidly than
at any time in its history.
This record of 25 years of Raymer progress is
one of which the company is justly proud. They
recognize it as a vote of confidence by their
friends in broadcasting and advertising whose
faith in the organization has made this growth
possible. The people at Raymer deeply appre-
ciate this trust, and are unceasing in their every-
day efforts to hold and strengthen it.
After six months of operation, Paul Raymer hired his first salesman — the man
who was to become his partner and Executive Vice President of the Company
— Fred C. Brokaw. He brought to Raymer a background of ten years' advertis-
ing experience in space selling . . . the perfect complement to Raymer's back-
ground in agency and account management.
In day to day selling, under the direction of Fred Brokaw and Stuart Kelly,
Vice President and Assistant Director of Television Sales, the television staff
of the Raymer Company makes full use of the facts, research and data demanded
in television today. They know that advertisers demand and must have more
than availabilities, ratings and costs. They have, or can produce, detailed infor-
mation on audience composition, special market information, promotion and mer-
chandising ideas, and they can interpret station management and programming
as it applies to the problems and ideas of the advertiser. They can do this because
they are experienced advertising men, so selected by the Company in line with
the basic policy that it is the salesman alone who can make such tools effective.
But further, the Company is alert to the rapid pace at which television is pro-
gressing and the necessity of anticipating new trends and developments. The
impact of feature film programming and the emergence of a strong third net-
work during 1956-57 will be matched in the future by further advances, tech-
nical and otherwise, and each will have its effect on the selling and buying of
spot television. Interpretation and appraisal of these trends as they affect
station operation is also regarded by the Company as a major responsibility.
This is the basis of the Raymer television operation and the record points up the
soundness of the method. Some of the Company's sales achievements, notably
for independents and UHF stations, have never been matched in the industry
This is selling — by men who know advertising and the advertising material
with which they work.
::::::s;
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t
I
The tremendous changes which have taken place in radio in recent years point
up the durability and flexibility of Raymer's original concept of sales service by
a representative. Originally, it was primarily service to the buyer — the adver-
tisers and agencies. Today, the company's intimate knowledge of the buyer's
special needs and wants has expanded that concept to embrace extensive service
to the stations on a scale undreamed of in the beginnings of the business.
The radio department is headed by Mitchell DeGroot who brings to that post 12
years of network, station and agency experience in sales, promotion, research
and sales development. For him. too. station representation is post-graduate
work in national advertising.
In today's advertising climate, the combination of radio and research is a very
effective sales team. For in order to help stations sell their product, the company
is actively engaged in helping them shape that product into forms which are
acceptable and valuable — and saleable— to the buyer. Counselling radio stations
on proper alignment of programming and sales patterns has become one of the
major Raymer responsibilities. Recommendations are never "off-the-top-of-the-
head." They are the result of intensive, practical, sales-minded study and
analysis.
It's a practice that pays off handsomely. It has brought many of the stations to
the highest levels of National Spot advertising they have ever enjoyed. It has
given some of them increases in billings far above the average for the industry
as a whole.
As it was in the beginning, selling "the buyer's way" is still the best way to get
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No words in broadcasting are more abused than promotion and research. Every-
body has them but more often than not what is one man's promotion is another
man's motion.
Make no mistake, though. No firm in the industry is more acutely aware of the
vital importance of promotion/research than the Paul H. Raymer Company.
And in this nether-nether land of numbers, figures, charts, graphs and arith-
metic gymnastics, the rock-like principle of Raymer Service — service to stations
advertisers and agencies — shines like a beacon.
For while there may be those who believe in promotion principally as a tool of
industry recognition, Raymer Promotion/Research has always meant Station
Sales Development — a professional, creative "point of sale" science whose only
objective is to help Raymer-represented stations increase national and local
sales volume. It's formulated, researched and galvanized to help station and
salesman sell.
Such promotion can take many forms.
• Sometimes it's designed to sell a market — as witness an
exhaustive study initiated by Raymer to prove to a phar-
maceutical advertiser the sales efficiency of adding an
entire Raymer market region to a planned advertising
campaign.
• Another time it was a nationwide audience composition and
flow study designed to provide a major group of Raymer
stations with documented proof of program planning for
greater sales.
• Or take the case of the famous Raymer "Nielsen-In-The-
Slot" presentation, an ingenious device mobilized to sell
companion spot schedules to network exposure in a major
market on an independent television station.
The list is endless but its thread is service . . . "sale of point" service that pro-
vides salesman and station with tools that make a better point and a point better
on the firing-line of agency buying.
"Raymer, you're O.K./
99
As the 2nd oldest member of the Paul H.
Raymer Company "family,'" we speak
from experience when we say, "Good
Work!" Thank you for your excellent
help in selling the remarkable South
Bend story for the past 22 years. All
during the period you have represented
WSBT and WSBT-TV, these stations have
completely dominated the South Bend area.
36 Years on the Air
\m^lr,souT
\JJeXL)Li ben
5000 WATTS • 960 KC • CBS
H
0
CHANNEL 34
WSBT
SOUTH BEND, IND.
CBS ... A CBS BASIC OPTIONAL STATION
CONGRATULATIONS, PAUL . . . THE BEST SS YET TO BE \
to paul raymer, congratulations on your 25th Anniversary,
from all your friends at Station WDRC in Hartford. It has
been a pleasure working with you and Fred Brokaw nineteen
of those twenty-five years. Many happy returns!
1YI »J HARTFORD
CONNECTICUT'S PIONEER BROADCASTER
BASIC CBS
ESTABLISHED 1922
THE SUNDIAL STATION
serving Me
FABULOUS...
IMPERIAL VALLEY
w
THE LARGEST AUDIENCE
IN THE WORLD!
(Below Sea Level)
• A captive audience in a rich, isolated area.
• KXO delivers more listeners in Imperial Valley
than all other stations combined.*
• Over half County Retail Sales are made in
El Centre**
• KXO is only station in El Centro, center of
trade and population.
Primary
Population*
71,900
35,000
22,000
60,000
188,900
Imperial Co.
Riverside Co.
San Diego Co.
Mexico***
Retail
Sales**
$ 96,871,000
$ 47,000,000
$ 28,500,000
$172,371,000
NATION'S 6TH LARGEST
FARMING COUNTY.
* Consult any recent survey.
** S. R. D. S. 1957.
*** Total pop. 225,000 Mexicali Valley.
60,000 with permanent crossing passes.
KXO
EL CENTRO, CALIFORNIA
_ — ~ — - - „ ,,- -.v. - .. /-• •„ ■/.:,/.//, , . ;.v ' y//////////////////////////////^^ ,
CONGRATULATIONS PAUL H. RAYMER CO. . .
ON YOUR TWENTY-FIFTH ANNIVERSARY!
from one Pioneer to Another!
WKBN IS PROUD TO BE REPRESENTED
BY SUCH A FINE ORGANIZATION
WKBN TELEVISION • Channel 27
The top Youngstown station . . . consistently cap-
turing top ratings in the nation's 38th market.
WKBN RADIO • 5000 watts 570 kc
For 32 years the radio leader of Youngstown,
Ohio . . . providing the only complete primary
coverage of the entire Youngstown Metropolitan
Area.
WKBN BROADCASTING CORP.
32 YEARS OF SERVICE TO THE YOUNGSTOWN, 0. AREA
HISTORIC LANDMARKS "/ ENTERTAINMENT
KTLA is a Modern Landmark, not only of the best live local entertainment in any market,
but of sales potential and sales success. Any Paul H. Raymer office can prove conclusively
that success stories are our business. KTLA Entertainment reaches 8 counties in Southern
California whose volume of trade guarantees sales and success for any sponsor.
Population 7,832,800
Total Retail Sales 10,814,029,000
Total No. TV Households . . . 2,307,717
Drug Sales 334,631,000
Food Saks 2,666,242,000
Auto Sales 2,137,212,000
Gross Farm Income 1,088,043,000
KTLA
Represented by
PAUL H. RAYMER CO
Fort Wayne's First Station
in
• Network Shows*
• Local Shows*
• Spot Film Shows*
CONGRATULATES
PAUL H. RAYMER CO.
TWENTY- FIFTH ANNIVERSARY
Channel 33
e-Tv
* ARB-Feb.8-14, 1957
Fort Wayne
An
irl
"Paul daymen
AND THE ENTIRE RAYMER ORGANIZATION
By Coincidence . . .
April is OUR BIRTHDAY, TOO!
23 Years of Service
To The Rich Piedmont
North Carolina Area.
WDNC
1
T
Durham's FIRST
Station,
For 1,001,100 families
in New York
nothing takes the
place of good music
Nothing takes the place of
50,000 WATTS
Radio Station of The New York Times
WQXR's weekly audience— 1 ,001 ,1 00 radio homes*
WQXR's daily audience— 639,000 radio homes*
Represented nationally by Paul H. Raymer Company, whose 25th Anniversary we salute with pleasure.
*Pulse CPA, Dec. 1956, 17 country areas only
he bought
KROW
because
we're with
RAYMER
because
KROW's factual studies of Market Data,
Radio Audience, Media Costs and Prod-
uct Distribution contributed to his
knowledge of the San Francisco-Oakland
Market and the importance of the Big Half.
WIM OF DISfSIBUnON
KROW's latest research project, Pattern
of Distribution — Grocery Brands in the
San Francisco-Oakland Market, contains
detailed information on the distribution
of 3580 brands in 95 product categories.
Raymer has a copy for you.
\
1
f
1
i
J
1
t
952 1953 1954 1955 1956
SE GAIN 1951-1956
ION AL SPOT BILLING
RADIO BAY AREA
4 6 4 - 1 9 TH STREET, OAKLAND 12, CALIFORNIA
our congratulations to. . . .
PAUL H. RAYMER
COMPANY, INC.
The management and staff of KFOR are happy to ex-
tend sincerest best wishes to the Paul H. Raymer Com-
pany on their 25th anniversary.
KFOR has been Lincoln's number ONE station for over
30 years — surveys prove it.
Lincoln
Nebraska
KWTX-TV - KBTX-TV together
give you Double- Barreled
Coverage in Central Texas!
KWTX-TV INTERCONNECTED KBTX-TV
WACO, Channel 10 BRYAN, Channel 3
Call The *&**M
/ftjj PAUL H. RAYMER Office 1^=1
i^K^ por Availabilities
RADIO STATION
W D O D
CHATTANOOGA
has been represented
continuously since
19 3 4
by the
PAUL H. RAYMER CO.
We are particularly glad
to congratulate Raymer
Company on its 25th year.
Our 23 years together has
been a profitable and
pleasant association.
D O D
5000 WATTS
1310 ON THE DIAL
CBS RADIO
KTBC-TV
extends
AUSTIN, TEXAS
TO
Paul H. Raymer company
Texas-size TOWER!
Our new iall lower (1137' above ground
— 1280' above average terrain) means
KTBC-TV can deliver a vastly-
expanded trade area!
Texas-size COVERAGE!
We now blanket 5,000
additional square miles
in which live 127,000
additional customers with
187,000,000 additional
spending dollars!
Texas-size
TOTAL
MARKET!
Ask the Paul H. Raymer
Company for data on
KTBC-TV's delivery of
703,000 potential customers
with $893 millions in their
pockets!
Represented Nationally by
Paul H. Raymer Co., Inc.
KTBC
CHANNEL 7
CBS- NBC* ABC
316 kw
AUSTIN, TEXAS
590 kc RADIO
CBS
5,000 watts fLsj
KFDX-TV EXTENDS
CONGRATULATIONS TO
PAUL H. RAYMER COMPANY, INC.
. . . for a quarter century of
exclusive national representation
And in which we express
appreciation for their progressive
and intelligent selling efforts.
SET COUNT 118780
FIRST
6th biggest in Texas! Source:
TELEVISION Magazine Mkt. Data
Book, Mar. '57. Set count based on
KFDX-TV coverage — unequalled in
this market.
in the Trade Area. (Area ARB Dec. '56)
FIRST in Urban Wichita Falls
(Urban ARB Dec. '56)
And, that big, big bonus:
FIRST IN LAWTON:
Oklahoma's 3rd market
Channel 3
provides
DOMINANT
coverage
DOMINANT
audience
WICHITA FALLS, TEXAS
100,000 WATTS
NBC - ABC
PAUL
The important part you played in putting KSLA-TV on the air
over three years ago . . . the sincere, personal interest you have shown
in us . . . and the mark of prestige and integrity that goes with being a
RAYMER-REPRESENTED station, are all deeply appreciated.
Ours has been a pleasant, profitable relationship. KSLA-TV carries TWICE
as many national announcements as the other Shreveport TV station
. . . and our nationally sponsored film shows outnumber the
competition 11 to 2.
Yes, the combination of the PAUL H. RAYMER COMPANY and
our full power BASIC CBS television station has been a marked success
in Shreveport. Thanks, and congratulations on 25 years of
quality statio)i representation.
KSLA-TV
channel \ 2
BEN BECKHAM, JR., General Manager
WINSTON B. LINAM, Staiion Manager
DEANE R. FLETT, Sales Manager
^^^^L tih vision ^^^m
^^^^L NETWORK ^^^W
in Shreveport, Louisiana
PAUL H. RAYMER CO., INC. National Representatives
* New York * Chicago * Detroit * Atlanta * Dallas * Hollywood * San Francisco
u
u
u
11
11
We proudly tip our hat to
PAUL H.
RA7MER
Yes, we are proud to congratulate the
Paul H. Raymer Company for 25 years
of outstanding service to a quality list of
broadcasters.
The fine quality RAYMER stands for in
representation is the same quality KCBD
stands for in operation.
P.S. Diamonds and long green denote RICH MARKET!
KCBD
RADIO - TELEVISION
NBC NBC -ABC
KQV says ~
OTR/\Hfor RAYMER
for providing KQV with fine national
representation and for 25 years of
Achievement in the field
• . . and RAYMER says
Hurrah ,or KQv
for providing an opportunity
to sell advertisers
Pittsburgh's only full-time network
station bringing in all the top stars and
top rated shows of CBS radio
Station-programmed shows formated by experts
to assure listeners they will hear the music they want to hear
Hall of Fame Sportscaster Pie Traynor plus a host of the finest
local and CBS newscasts
Service beyond the programming with follow through merchandising
in A&P. Sun Drug and other major food and drug chains in the area
Frequent highlight spots in every local program accenting time,
weather and motorist's service.
dial 1410
5000 Watts • CBS Radio • Pittsburgh, Pa.
*SOUTHERN CALIFORNIA'S NEWEST FAST-GROWING METROPOLITAN MARKET-
OKLAHOMA CITY'S
FIRST AND ONLY
FULLTIME
INDEPENDENT
RADIO STATION
SALUTES
THE PAUL H. RAYMER CO.
ON ITS 25TH
ANNIVERSARY
K TO K
>* p oN
1000 KC
OKLAHOMA'S MOST IMITATED STATION
PAUL H. RAYMER COM PA NY, inc.
NATIONAL RADIO & TELEVISION REPRESENTATIVES
AAA MADISON AVENUE, NEW YORK 22.N.Y.
TFLFPHONE PLAZA 3 - 5 5 7 O
April 22, 1957
To our stations, to the agencies, to our
friends in the industry who have made
our success possible, we express our
sincere appreciation.
We have a deep sense of gratitude for the
confidence and support you have given us
over the past quarter century.
Sincerely,
NEW YORK • CHICAGO • DETROIT • ATLANTA • DALLAS • SAN FRANCISCO • HOLLYWOOD
I OFFICES
NEW YORK
444 Madison Avenue
Russ Building
HOLLYWOOD
1680 Vine St.
PAUL H. RAYMER, President
FRED C. BROKAW, Executive
Vice-President
CHICAGO
CLAY FORKER, Vice-President &
435 No. Michigan Avenue
Manager
DETROIT
Penobscot Building
ROBERT B. RAINS, Manager
DALLAS
Mercantile Securities Bldg.
JOHN H. HICKS, JR., Manager
ATLANTA
Glenn Building
EDWARD D. BRANDT, Manager
SAN FRANCISCO
L. RAY RHODES, Vice-President &
Manager
JOHN D. GALE, Manager
PAUL H. RAYMER COMPANY, INC.
Exclusive National Representatives Since 1932
0-<
NETWORKS
NBC-TV Daytime Sales
$10 Million for Week
SALES totaling about $10 million in gross
billings for daytime across-the-board pro-
grams were completed by NBC-TV in the
week ending April 15, it was announced
last week by William R. (Billy) Goodheart
! Jr., NBC vice president for television net-
work sales. The new orders bring the net-
! work's daytime billings to approximately
$24 million over the past two months, he
said.
Included in the $10 million purchases
were General Foods Corp.'s first daytime
buy on NBC-TV since June 1954. The
company ordered a total of 104 quarter-
hour segments on the network's The Price
\ Is Right (11-11:30 a.m.), Truth or Conse-
quences (11:30 a.m. -12 noon), It Could
Be You (12:30-1 p.m.) and Comedy Time
(5-5:30 p.m.). Agency is Young & Rubi-
cam, New York.
Chesebrough-Pond's Inc.. New York,
through J. Walter Thompson Co., New
York, bought a schedule of 1 56 quarter-hour
segments in The Price Is Right, It Could
Be You, NBC Matinee Theatre (3-4 p.m.)
and Comedy Time; Procter & Gamble Co.,
through Dancer - Fitzgerald - Sample, 78
quarter-hour segments of It Could Be You,
and Alberto-Culver Co. of Hollywood (hair
preparations), Chicago, through Geoffrey
Wade Adv., Chicago, 104 quarter-hour
periods in The Price Is Right, Truth or
Consequences, It Could Be You and Queen
for a Day (4-4:45 p.m.).
Miles Labs., Elkhart, Ind., through Geof-
frey Wade Adv., Chicago, has bought 78
quarter-hour segments in The Price Is Right,
' Truth or Consequences, It Could Be You and
Comedy Time, and has renewed its spon-
sorship of quarter-hour portions of The
Tennessee Ernie Ford Show (2:30-3 p.m.)
and Queen For a Day; S.O.S. Co., Chicago,
through McCann-Erickson, New York, has
renewed its 52 quarter-hour segments in
Tic Tac Dough (12 noon-12:30 p.m. EST)
and Queen for a Day.
85-Minute, 3-Weekly 'Nightline'
Starts on NBC Radio April 30
NBC Radio will present a new 85-minute
evening series, Nightline, featuring music,
news and variety with some segments broad-
cast from foreign lands, Tuesday, Wednes-
day and Thursday, 8:30-9 p.m. and 9:05-10
p.m., effective April 30, according to Jerry
Danzig, vice president, NBC Radio network
programs. Walter O'Keefe will be the pro-
gram's host.
Nightline will be based at NBC's radio
central in New York and will present re-
motes from night clubs, interviews with
celebrities, general human interest features
and on-the-spot news coverage. "We plan
to exploit radio's great flexibility in our
efforts to remind the public that there are
certain things only radio can do instan-
taneously and better than any other show
business medium," said Mr. Danzig.
Mr. O'Keefe, a veteran of over 30 years
of radio, tv and stage experience, has
emceed such shows as Lucky Strike Dance
Broadcasting • Telecasting
Hour, Town Hall, Battle of the Sexes and
Double or Nothing.
Nightline is being developed by Albert
L. Capstaff, director of NBC's Monitor
and special projects, and Norman Livingston,
director of network programs. Producer
will be Benn Squires.
Due to the new series' arrival in this
time period there have been several shifts in
programming. Conversation will be moved
to Monday 10:05-10:30 p.m. EDT starting
April 29. X Minus One will be temporarily
canceled but will return to the air when
the current Bob Hope series goes off for
the summer and will be scheduled approxi-
mately once a month, pre-empting Nightline
on those occasions. Biographies in Sound
will be presented approximately once a
month. United Nations Report will move
May 1 to Wednesday 10:15-10:30 p.m.
EDT, and the Sloan Foundation's Westward
Look will move May 2 to Thursday 10:05-
10:30 p.m. EST. Sleep No More will be can-
celed.
GM Buys Into 7 CBS Shows;
Four Other Sponsors Signed
NEW BUSINESS on CBS Radio was re-
ported last week by John Karol, vice presi-
dent in charge of sales for the radio network,
with General Motors Corp. (Frigidaire
Div. ), Dayton, Ohio, buying into five day-
time dramatic serials and two Saturday
programs for its "spring color promotion"
May 18-25.
During that period, Frigidaire will spon-
EXECUTIVES of CBS and the Morris
Plan Co. of California (thrift and
loan services) gather to conclude ar-
rangements of the second year of
Masters of Melody over CBS Radio
California Network under Morris Plan
sponsorship. They are (seated 1 to r)
Henry Untermeyer, general manager of
KCBS San Francisco where the broad-
casts originate; Ralph Larson, presi-
dent of Morris Plan Co.; (standing 1
to r) Richard Schutte, account execu-
tive, CBS Radio Spot Sales, and Hugh
Levers, account executive of Harring-
ton-Richards Advertising Agency,
representing the sponsor. The Masters
of Melody orchestra, directed by Al-
bert White, is heard daily at 7:05-7:30
p.m. PST on a seven station lineup.
sor segments of the Robert Q. Lewis Show
and Galen Drake Show, plus five seven-
minute units of Right to Happiness, Young
Dr. Malone, Road of Life, Nora Drake, and
Helen Trent. Kudner Agency services the
account.
Other advertisers who have signed CBS
Radio are Lanvin Parfums Inc. for Stock
Market Report (Mon.-Fri., 6:10-6:15 p.m.
EST); General Foods Corp. (Postum Div.)
for 1 1 segments per week of various pro-
grams; Chesebrough-Ponds Inc. for the
Mon.-Wed.-Fri. portion of the five-minute
Sports Time program starting June 17 and
Bauer & Black (surgical dressings) for a
weekly 15-minute segment of Arthur God-
frey Time starting July 4.
NBC-TV Holding Horses,
Sarnoff Tells Critics
SIX-GUNS and lariats will not dominate
NBC-TV's fall program schedule and neither
has the network "abdicated" creative func-
tions to outside packagers and producers.
This flat denial was issued Friday by
NBC President Robert W. Sarnoff to answer
what he called "considerable corridor and
conference-room discussion" at the NARTB
convention in Chicago the week before.
Mr. Sarnoff, admitting that "there is no
question that the western show is in vogue,"
observed that at the maximum, adult
westerns will represent less than 15% of
NBC-TV's nighttime schedule in the fall.
To answer the "talk" on abdication of
creative functions — he noted that "here
NBC got primary mention" — Mr. Sarnoff
pointed to a stepup in program development:
50% more NBC productions in the pilot
stage than a year ago at this time and about
a third of shows now scheduled by the net-
work for the fall NBC-produced, with the
remainder coming from a "great variety of
outside sources."
Mr. Sarnoff's comments were contained
in his second "Letter to the Radio-Tv Edi-
tor," an activity initiated only recently [B*T,
April 8]. They followed by about nine days
a highly-publicized attack on tv network pro-
gramming by Sylvester L. Weaver, former
NBC board chairman [B«T, April 15].
Mr. Weaver, in announcing his proposed
"Program Service," had lashed out against
the tv network's planned programs for the
fall. He characterized network thinking for
example, as "carbon copy and stereotyped"
and warned that in a scramble for ratings
and heavy audiences, the networks next fall
would drop news, spectaculars and other
"event-type programming," cut down on
live drama and "go to westerns, kid shows,
trivia, crime shows and the like."
Looking at all three networks, Mr. Sarnoff
credited ABC-TV with having built "con-
sistent audience strength" this season with
westerns, CBS-TV with having found "sub-
stantial flavor" with them and of NBC-
TV — "We came in late with Wells Fargo
but it has more than doubled the audience
of the previous show in its . . . period.
He said, however, that of 29 programs
April 22, 1957 • Page 95
NETWORKS
OILMEN and radiomen gather to see the contract signed for Quaker State Oil Refin-
ing Corp. to sponsor Saturday broadcasts on Mutual's 1957 major league baseball
Game of the Day, plus six five-minute sportscasts by Frankie Frisch each weekend.
At a table in Kenyon & Eckhardt agency's New York office are (1 to r) Mr. Frisch.
F. O. Koontz, executive vice president of Quaker State, and Kenneth Field, assistant
sales manager of the oil firm. Standing (1 to r): James McElroy, MBS account execu-
tive; Art Gleeson, MBS sports director; A. A. Blank, sales promotion manager of
Quaker State; William Endicott, eastern regional sales manager, Quaker State, and
Arthur Phillips, president of National Oil Supply Corp., distributor. Game of the Day
currently is being carried by 367 Mutual stations. The Frisch show is carried on sta-
tions prohibited by ball league regulations from carrying Game of the Day.
now set for the fall and in the nighttime on
NBC-TV, only three are westerns. Wagon
Train and Restless Gun were added to Far-
go, and NBC-TV is looking at the pilot of a
fourth such series.
NBC-TV's policy on program production
responsibility was outlined by Mr. Sarnoff
as expecting shows it has produced and
created to compete against programs drawn
from all other sources.
Since NBC believes "it takes all the col-
lective creative power of the entertainment
world to fill a network schedule properly,"
Mr. Sarnoff said that if NBC's own shows
fail to "measure up" to those of talent
agencies, motion picture studios or individ-
ual packagers, "they remain off the net-
work."
NBC's Program Board judges new pro-
grams on their potential acceptance to the
audience and on the network's balance of
programming, thus forming the basis for
selection, Mr. Sarnoff explained. He noted
that the one-third ratio of NBC-produced
shows to the total on the network has re-
mained roughly the same through recent
years. And "I see no decline ahead in the
network's creative contribution to its own
schedule."
Mr. Sarnoff disclosed that NBC-TV next
fall plans to slate 20% more spectaculars or
"big specials," as he called them, drawing
them from all sources including the net-
work's own producers (as examples of NBC's
own specials he cited 'Annie Get Your Gun"
and "Southeast Asia"). Said Mr. Sarnoff:
"Anyone who tells you we are sacrificing
this type of event programming is blowing
through a wind tunnel."
Duffy Promoted by ABC Radio
To Head Central Division Sales
JAMES E. DUFFY today (Monday) be-
comes director of sales for ABC Radio's
Central Division in Chicago, it was an-
nounced Friday by George Comtois, vice
president for sales, ABC Radio.
Mr. Duffy for the past year and a half
has been in the ABC-TV Central Division's
sales office. For two and a half years before
that time, he was with ABC Radio in sales,
also in Chicago. He joined the network in
July 1949 in publicity and in May 1952 be-
came manager of the Central Division's ad-
vertising and promotion department.
Webster Promoted at KNX-CPRN
MAURIE WEBSTER, director of opera-
tions of KNX Hollywood and the Colum-
bia Pacific Radio
Network, today
(Monday) suc-
ceeds Donald M.
Ross as general
sales manager for
KNX-CPRN, ac-
cording to an an-
nouncement by
Fred Ruegg, KNX-
CPRN general
manager. Mr. Ross
has resigned to be-
come vice presi-
dent-general man-
ager of Golden West Enterprises Inc. Mr.
Webster has been with KNX-CPRN since
1933, with time out during the war years
for service as a Naval officer.
MR. WEBSTER
Page 96
April 22, 1957
AB-PT Names Wallerstein Head
Of Balaban & Katz Theatres
DAVID B. WALLERSTEIN succeeded the
late John Balaban, last week, as president of
the Balaban & Katz theatre chain, it was an-
nounced Thursday by President Leonard H.
Goldenson of the parent American Broad-
casting-Paramount Theatres Inc.
Mr. Wallerstein has been vice president
and general manager for the past seven years
of B&K and Publix Great States Theatres,
both subsidiaries of AB-PT. The latter chain
operates theatres throughout Illinois and
Indiana.
With B&K since 1926, Mr. Wallerstein
came up through all the branches of the
company's operations and worked closely
with Mr. Balaban in developing WBKB (TV)
Chicago. Mr. Balaban died April 4 [B»T,
April 8].
MBS, Expanding News Staff,
Names Three in Washington
THREE appointments to the MBS Wash-
ington news staff have been announced
since the network revealed details of its
new emphasis on news-and-music [B»T,
April 15].
Signing of Steve McCormick at Wash-
ington by MBS [Closed Circuit, April 15]
was confirmed, and appointment of Charles
Warren and Walter Compton to the net-
work news staff has been announced by
Robert F. Hurleigh, MBS director of news
and special events.
Mr. McCormick was associated with
Theodore Granik on forum shows; Mr.
Warren was news producer on the Wash-
ington staff of NBC before joining Mutual,
and Mr. Compton formerly was general
manager of WTTG (TV) Washington and
of WAAM (TV) Baltimore. Both Mr. War-
ren and Mr. Compton have served with
Mutual in years past.
NBC Week's Revenue: $400,000
NEARLY $400,000 in net revenue covering
new and renewed business was signed by
NBC Radio in the previous week, it was
announced last week by William K. Mc-
Daniel, vice president, NBC Radio sales.
New business was placed by General Foods
Corp., White Plains, N. Y., through Young
& Rubicam, New York, for daily one-min-
ute participations in NBC Bandstand and
Pepper Young's Family, starting May 13,
and the Mack Mfg. Corp. (trucks), New
York, through Doyle, Kitchen & McCor-
mick. New York, for 60 one-minute par-
ticipations in Monitor, weekend radio serv-
ice. North American Van Lines, through
Applegate Adv., Muncie, Ind., renewed
three five-minute and one ten-minute news-
cast by Alex Dreier on Monitor effective
Aug. 25 through May 1958.
NETWORK PEOPLE
Vic Bikel, account executive and station re-
lations executive for NTA Film Network, to
CBS-TV Film Sales, as account executive.
Peter Hackes, NBC News Washington, father
of boy, Peter Quinn.
Broadcasting • Telecasting
Throw Away The Shovels. The
Indiana Turnpike finally completes this
nation's network of high-speed toll
roads between New York and Chicago.
To eliminate snow at the toll gates, a
hot water snow-melting system was in-
stalled under the roadway. U. S. Steel's
National Tube Division supplied the
strong, steel pipe for this important job.
Gather 'Round The Water Cooler.
Most offices have a good, cold water
fountain for employees. This one is
made almost entirely from USS Steel.
The top is USS Stainless Steel, so it
always looks clean and inviting. The
bottom kick plate is also made from
Stainless to resist corrosive floor-clean-
ing solutions.
All-Steel Fire Boat. Three rivers flow through Pittsburgh, Pa., so
water-front fires can be a problem. The City recently bought this husky
fire boat, and officials specified that it be built mainly from USS Cor-Ten
steel plates. This high-strength low-alloy steel has proved its unusual re-
sistance to corrosion in similar applications. In addition all exterior decks
and ladders are surfaced with USS Multigrip Steel Floor Plates providing
safe, sure footing for firemen who must move about quickly even when
decks are wet.
SEE THE UNITED STATES STEEL HOUR. It's a full-hour TV program presented every
other Wednesday evening by United States Steel. Consult your newspaper for time and station.
UNITED STATES STEEL
AMERICAN BRIDGE . . AMERICAN STEEL £ WIRE and CYCLONE FENCE . . . COLUMBIA-GENEVA STEEL
CONSOLIDATED WESTERN STEEL . . . GERRARD STEEL STRAPPING . . . NATIONAL TUBE ... OIL WELL SUPPLY
TENNESSEE COAL & IRON . . . UNITED STATES STEEL HOMES . . . UNITEO STATES STEEL PRODUCTS
UNITED STATES STEEL SUPPLY . . Divisions of UNITED STATES STEEL CORPORATION, PITTSBURGH
UNION SUPPLY COMPANY • UNITED STATES STEEL EXPORT COMPANY • UNIVERSAL ATLAS CEMENT COMPANY
Broadcasting • Telecasting
April 22, 1957 • Page
TRADE ASSNS.
Code to Help Coverage
Of Courts, Legislature
A CODE of conduct to guide radio and tv
newsmen covering court and legislative pro-
ceedings will be drafted by the NARTB
Freedom of Information Committee. It
will be supported by a primer covering lat-
est techniques in covering such events.
Draft report of a guide to evaluation of
station news operations also was considered
by the committee at a Wednesday meeting
held in New York. Written recommenda-
tions will be drawn up by July 1 for sub-
mission to a special subcommittee headed
by John S. Hayes, WTOP-AM-TV Wash-
ington.
NARTB will conduct a drive to establish
freedom committees in all 48 states, Chair-
man Robert D. Swezey, WDSU-AM-TV
New Orleans, told the committee. Such
groups now are operating in 32 states.
The association will provide materials
designed to help broadcasters obtain equal
access to the news at state and local levels.
Prints of a film, "Electronic Journalism in
the Courtroom," showing how radio-tv suc-
cessfully covered the Graham murder trial
in Colorado, will be made available for lo-
cal showing.
Harold E. Fellows, NARTB president,
and Judge Justin Miller, consultant, reported
on their work with the Bar-Media Commit-
tee of the American Bar Assn. This group
is considering proposals to modify ABA's
Canon 35 barring radio-tv coverage in the
courtroom. They reported on work of the
ABA's Committee on Canons of Ethics,
which now is studying the canons.
Attending the meeting besides Messrs.
Fellows, Miller, Swezey and Hayes were
Edward F. Baughn, WPAG Ann Arbor,
Mich.; Richard O. Dunning, KHQ-TV Spo-
kane, Wash.; Henry H. Fletcher, KSEI
Pocatello, Idaho; Frank Fogarty, WOW-
TV Omaha, Neb.; Daniel W. Kops, WAVZ
New Haven, Conn.; Robert L. Pratt, KGGF
Coffey ville, Kan.; Lawrence H. Rogers II,
WSAZ Huntington, W. Va.; John Daly,
ABC; Davidson Taylor, NBC; Elmer Lower,
CBS, and Theodore F. Koop, CBS Wash-
ington, representing Radio & Television
News Directors Assn. Representing NARTB
were Howard H. Bell, assistant to the presi-
dent and state coordinator, who reported
on freedom of access developments around
the nation; Thad Brown, tv vice president;
John F. Meagher, radio vice president; Vin-
cent Wasilewski, government relations man-
ager; Robert L. Heald, chief attorney, and
Donald N. Martin, public relations assistant
to the president.
BPA Duties Go to Wilson,
Zimmerman, Wallace, Elber
CHARLES A. WILSON, WGN-AM-TV
Chicago, will head a three-man steering
committee to help plan and develop Broad-
casters Promotion Assn. activities and serv-
MR. WALLACE MR. ELBER
ices, BPA President David E. Partridge,
advertising and sales promotion manager
of Westinghouse Broadcasting Co., an-
nounced Thursday.
The other two on the committee are Joe
Zimmerman, WFIL-AM-TV Philadelphia,
and Bruce Wallace, promotion manager,
WTMJ-AM-TV Milwaukee.
In other appointments, Sam Elber, WERE
Cleveland, was named to draft a code of
ethical practices to be presented for adop-
tion by BPA at its second annual promo-
tional seminar Nov. 1-2 in Chicago. Mr.
Elber also will edit a promotion bulletin.
The appointments were made following
a business session the previous week of
officers and directors in Chicago.
Mr. Partridge said the steering committee
was needed because the count of member
stations has reached nearly 175. The busi-
ness meeting also considered speakers, topics
and panels for the November seminar and
discussed BPA's membership drive. Montez
Tjaden, KWTV (TV) Oklahoma City, was
appointed membership chairman.
Maine Group Elects Gibbs
AGNES F. GIBBS, WCSH-AM-TV Port-
land, Me., was elected president of Maine
Press & Radio Women last week. Mrs. Gibbs
is the first radio or tv personality to head
the group. Ilene McAdee, WCSH-TV copy-
writer, was elected secretary.
Conn. UP Group Elects Whalen
BILL WHALEN, news director of WICC
Bridgeport, Conn., was elected president of
the UP Broadcasters Assn. of Connecticut
at the organization's founding meeting April
13 at Sun Valley Acres, Meriden.
Other officers: Charles Norwood, WHCT
Hartford, vice president; Barry Barents,
WKNB-WNBC (TV) New Britain, secretary-
treasurer; directors: Les Fox, WMMW Meri-
KQUE
920
KQUE
920 — KQUE — 920 — KQUE
Albuquerque is Booming!
Yes, Albuquerque is booming . . . and KQUE
audiences are zooming to new highs. In this
"Atomic Energy Empire" they're tuned to 920
for music and news 24 hours daily. News on
the hour, local capsules on the half-hour and
the controlled-music formula always . . . makes
your advertising effective.
ALBUQUERQUE'S ALL DAY, ALL NIGHT MUSIC STATION
MUSIC
5,000 WATTS
920 KC
*™ mm
IOWA
ALBUQUERQUE, NEW MEXICO
EVERETT - McKINNEY, Inc.
NATIONAL REPRESENTATIVES
NEWS
540 KC
KEOK
FORT DODGE
SERVING ALL
OF IOWA
KQUE — 920 — KQUE — 920 — KQUE — 920 — KQUE
Page 98 • April 22, 1957
Broadcasting • Telecasting
MR. McNIFF
den; Richard O'Brien, WCNX Middletown;
Michael Lawless, WPOP Hartford; Ed
Leonard, WICH Norwich; Les Douglas,
WPCT Putnam, and Dick Rittenband,
WHAY New Britain. William D. Clark,
Connecticut manager of the UP, was named
executive secretary. Next meeting will take
place May 11 at Sun Valley Acres.
TvB Appoints McNiff
To West Coast Office
WALTER McNIFF has been appointed to
head the west coast office of the Television
Bureau of Advertising, it was announced
Thursday by Norman E. Cash, president of
the bureau. TvB
expects to have the
office in full opera-
tion by late May or
early June in San
Francisco. Address:
Exchange Block
Bldg., 369 Pine St.
"With increasing
amounts of adver-
tising budgets em-
anating from west
coast advertisers,
direct bureau rep-
resentation in this
important area is mandatory," Mr. Cash
stated.
Prior to joining TvB, Mr. McNiff was
regional manager and account supervisor for
Kenyon & Eckhardt in San Francisco. From
1951 to 1955, he was account supervisor
for BBDO in that city. Before joining the
west coast office of BBDO, Mr. McNiff was
an account executive with Foote, Cone &
Belding in New York and served as an as-
sistant account executive with Compton Ad-
vertising just prior to that.
Pardoll, Lee to Speak in Conn.
ARTHUR PARDOLL, media director of
Foote, Cone & Belding, and FCC Comr.
Robert E. Lee will be luncheon and dinner
speakers, respectively, at a meeting of Con-
necticut Broadcasters Assn. today (Monday)
at the Statler Hotel, Hartford. Jerome
O'Leary, president of the Boston agency
bearing his name, will be an afternoon
speaker, discussing the Connecticut market.
Mr. Pardoll will discuss the future of radio.
Daniel W. Kops, WAVZ New Haven, CBA
president, will preside. The program was
arranged by Charles Bell, WHAY New
Haven, CBA vice president.
Networks Name Tv Boardmen
THREE directors to serve on the NARTB
Tv Board have been appointed by the major
video networks, their terms effective with
the close of the industry convention in Chi-
cago April 1 1 . Four new tv board members
representing stations were elected at the
convention [B»T, April 15]. The network
board members are Alfred Beckman, station
relations vice president, ABC-TV; William
B. Lodge, station relations-engineering vice
president, CBS-TV; Frank M. Russell, NBC-
TV vice president (reappointed).
Broadcasting • Telecasting
take
and get the whole
rich northern
Florida market, that
The PERRY STATIONS
cover as no
other media can . . .
completely, effectively,
and with apparent but
deceptive ease.
THE PERRY STATIONS
l WJHP AM/FM/TV Jacksonville
WCOA Pensacola
wtmc OcaU
I
wdlp Panama City
I
WESH-TV Daytona Beach
Radio Station* Represented By:
JOHN H. PERRY ASSOCIATES
TV Stations
REPRESENTED BY PETRY
April 22, 195
* % ■
d* '
MANUFACTURING ,
RECORD YEAR EXPECTED BY CBS
• Profits in first quarter already 8% above 1956
• Report given at New York stockholders meeting
STOCKHOLDERS of CBS Inc. last
Wednesday were told that the company fully
expects its profits to exceed the record year
of 1956. The annual meeting last week in
New York also heard that CBS is exploring
opportunities to obtain a fifth vhf station.
Highlights of the sessions:
• President Frank Stanton, in a report on
developments since issuance of the 1956
annual report, estimated that CBS Inc.'s
consolidated net revenues and sales for the
first quarter this year will run about 8%
ahead of the same quarter of 1956, with
profits after taxes approximately 32% high-
er. The profit outlook for the full year is for
"some further improvement even over our
record year of 1956," he said, unless there
are "extraordinary changes in the economic
climate or in respect to Washington action."
• Mr. Stanton also pointed out that CBS,
having received the FCC grant for ch. 1 1
in St. Louis [B«T, April 1], "is now explor-
ing opportunities to obtain a fifth vhf sta-
tion and thus fill out its quota under FCC's
multiple ownership rules.
• He reported that while it is still too
early to determine concrete results, CBS
Radio's recent rate changes — 5% increase
in daytime, one-third cut in evening — has
created "a substantial amount of advertiser
interest" and "there has been some new bus-
iness. We are hopeful that the rate readjust-
ments will result in a strengthening of the
radio network revenues and profits."
• The stockholders re-elected Henry C.
Bonfig, Arthur Hull Hayes, J. A. W. Igle-
hart, Robert A. Lovett, Millicent C. Mc-
intosh, Samuel Paley, and J. L. Van Volken-
burg as class A directors, and Chairman
Paley and President Stanton, Arthur L.
Chapman, Ralph F. Colin, Merle S. Jones,
Leon Levy, and Goddard Lieberson as class
B directors.
• Board Chairman William S. Paley ac-
knowledged that CBS had been considering
purchase of the Paramount film backlog,
along with other film packages, but said he
knew of no negotiations now in progress.
He added: "I cannot promise that nothing
will develop."
• Pay-tv, Mr. Paley said, would have an
adverse effect on CBS-TV. But, in answer
to a further question, he felt CBS would be
in a position to participate in pay-tv opera-
tions if it wishes to do so, when and if pay
television is authorized.
Dr. Stanton, in his formal report, pointed
out that estimates of higher first-quarter
profits would put per-share earnings for the
first-quarter of 1957 at 77 cents as against
60 cents per share for the same period of
1956. Part of the increased profits, he noted,
result from the liquidation of CBS-Colum-
bia, whose losses were reflected in the 1956
report.
He said there was reason to hope that
CBS-Hytron, under the new presidency of
Mr. Chapman, would lose less this year than
last and become a profitable operation in
1958.
He also pointed out that since the annual
report was issued CBS Labs, has signed for
confidential work for both Minnesota Min-
ing & Mfg. Co., and Eastman Kodak Co.
Without giving details, he said that MM&M
— which is one of the largest suppliers of
recording tape, including that used in the
new video tape recording equipment — wishes
to broaden its operations in the electronics
field, while the work for Eastman is "in cer-
tain phases of the computor field."
He reviewed briefly the Washington in-
vestigations of broadcasting reiterating his
statement to CBS-TV affiliates a few weeks
ago [B»T, April 8] that he could not predict
the contents of the various reports to be
issued but that he had "no reason to believe
that they will be entirely favorable." He
added:
"But of course various steps would be
necessary to implement these reports — steps
consisting either of legislation or of admin-
istrative rule-making. Before any final action
would be taken, therefore, I would anticipate
further hearings."
With regard to Justice Dept. antitrust
probings, he noted that "we have freely sup-
plied information to these investigators"
and that "for many years we have worked
in extremely close cooperation with our out-
side attorneys to assure ourselves of com-
pliance with the antitrust laws. Our attor-
neys ... in turn have assured us that the
several network activities currently under
investigation are consistent with the anti-
trust laws."
One flurry at the meeting resulted in the
stockholders voting down — as out of order
— three resolutions offered by two stock-
holders who also are plaintiffs in suits total-
ing almost $10 million against CBS and
other radio-tv entities. The resolutions pro-
posed: (1) That CBS divest itself immediate-
ly of its stock interest in BMI; (2) that CBS
be barred from buying licenses to the BMI
337 YEARS LATER
RCA technicians will maintain around
the clock radio contact with May-
flower II on its six-week trip from
Plymouth, England, to Plymouth,
Mass., according to RCA Communi-
cations Inc. Technicians said that
while excellent radiotelegraph com-
munication is possible, the small trans-
mitter aboard the vessel will prevent
voice contact until the ship nears mid-
Atlantic. At that point, a live voice
pickup reporting the ship's progress
will be made available for network
rebroadcasting in the U. S. Mayflower
II is a replica of the 17th Century
original.
April 22. 1957 • Page 101
MANUFACTURING
repertory, on grounds that this is a useless
expense, and (3) that the firm of Rosenman
Goldmark Colin & Kaye be discharged as
CBS counsel, on grounds that there is a
"conflict of interest" since members of the
law firm also serve BMI.
On this third resolution, Chairman Paley
doubted that any conflict of interest exists,
but pointed out that in any case the Rosen-
man firm does not now represent CBS on
BMI matters. On these and in matters in-
volving antitrust questions, CBS is repre-
sented by Cravath, Swaine & Moore.
The stockholders also voted down — by
5,551,782 shares to 307,000 — a proposal
that CBS board members be required to own
stock in the company.
'57 Electronics Outlook Good
Except for Tv Sets, Report Says
EVALUATION of the electronics industry
by Boni, Watkins, Jason & Co., New York,
management and economic consultant, in-
dicates the industry as a whole will have
"a good year" in 1957 although the outlook
for television set production is "not too
promising."
The report advises investors to "look
beyond tv to a firm's know-how, research
and commercial and military electronics
business" when considering stock purchases.
Earnings on commercial electronic products,
the report said, "should at least hold their
own in 1957 and perhaps advance sharply
again by 1958, and earnings on defense
business also should continue upward al-
though unit margins may be small because
government buyers are driving hard bar-
gains."
Despite the increase of portable television
sets the outlook for tv set manufacturing
is not bright, the report continued. It regards
the portable set as both "a boon and a
bane" to the industry, because it has not
activated the replacement market although
it has activated the two-set market. The
lower price of the portable and the "con-
tinuing intense competition resulting from
excess capacity has accordingly yielded
altogether unsatisfactory profit margins for
the majority of tv set producers," the re-
port said.
RCA Announces Debenture Trade;
Gives Permanent for Temporary
RCA has announced that definitive 3Vi %
convertible subordinated debentures of the
corporation amounting to $100 million are
available in exchange for temporary deben-
tures issued originally in December 1955.
In 1955 the Securities and Exchange
Commission authorized RCA to offer $100
million worth of debentures to the public
and the entire amount was subscribed. The
temporary debentures, which had coupons
for the first two interest payments — June 1,
1956, and Dec. 1, 1956— are being ex-
changed at the office of the Irving Trust Co.
in New York. The definitive, or permanent
debentures, have coupons representing pay-
ments from June 1, 1957, to Dec. 1, 1980,
the due date of the debentures.
Page 102 • April 22, 1957
Milwaukee Is Pilot Market
For RCA 40-Day Color Drive
RCA moves into Milwaukee today (Monday)
for a 40-day merchandising campaign on
behalf of color television. The drive will
run through May, embrace various adver-
tising and promotion techniques and make
use of local media including radio, television
and newspapers.
Titled "Milwaukee's Carnival of Color,"
the campaign will be conducted in coopera-
tion with the Taylor Electric Co., Mil-
waukee area distributor of RCA and RCA
Victor products. Milwaukee is the pilot
market for the push on color and RCA plans
to extend the merchandising campaign to
other sections of the U. S. during the late
summer and fall.
Milwaukee was picked for the color drive
— according to Martin F. Bennett, RCA
vice president-merchandising — because of
its middle west location, rank of 15th in
population among the nation's counties,
annual effective buying of nearly $2 billion
and the network and local colorcasting
facilities available there. Stations equipped
for color programming include WTMJ-TV,
NBC affiliate, uhf WXIX-TV and WISN-
TV. The latter plans to originate local color
when studios are completed this summer.
As part of the campaign, NBC-TV's
Today program will originate six feature
presentations from Milwaukee in color this
Thursday. The features will cover Wiscon-
sin's mutation mink industry, the St.
Lawrence Seaway and the Milwaukee
Braves baseball team, among other subjects.
The Taylor Electric Co. has formulated
plans for dealer participation in the cam-
paign by more than 50 retailers in the Mil-
waukee area. Taylor and dealers have ar-
ranged for paid newspaper advertisements,
spot radio and tv announcements, a direct
mail campaign, and telephone and door-to-
door solicitations.
Radio Set Production Rises,
Tv Down in January-February
RADIO set production for the first two
months of 1957 is running ahead of last
year, according to Radio-Electronics-Tv
Mfrs. Assn. Tv output is down for the
period.
Production of radio sets totaled 1,085,-
529 in January and 1,264,765 in February,
a total of 2,350,294. This represents a sub-
stantial gain over the same 1956 period.
Auto sets totaled 521,624 in January and
522,859 in February. Cumulative radio set
sales at retail totaled 1,088,392 for the first
two months of 1957, compared to 986,073
in the same 1956 period. Auto radios are
not included in retail data.
Output of tv sets totaled 450,180 units in
January and 464,697 in February, a two-
month total of 914,887 compared to 1,164,-
629 in the same 1956 period. Retail sales of
tv sets totaled 623,359 units in January and
525,437 in February, a total of 1,148,796
compared to 1,144,767 in the same two
months of 1956.
Of tv sets manufactured this year, 67,079
of the January output and 68,219 of the
February models contained uhf tuning fa-
cilities. Of the total produced 1020 of the
February tv sets contained tuning facilities
for the fm audio band and 879 of the
January production contained fm tuners.
Sales of tv picture tubes totaled 760,855
in January and 728,363 in February, a total
of 1,489,218 compared to 1,790,448 in the
same 1956 period.
RETMA announced 922,326 tv sets had
been shipped to dealers in the first two
months of 1957, compared to 1,153,016
in the same 1956 period. Radio shipments
totaled 852,616 sets in the two 1957 months
compared to 940,524 a year ago.
Webcor '56 Sales Set Record,
But Net Income Loss $995,000
RECORD sales high of $34,305,837 and
loss of $995,000 in net income were reported
by Webcor Inc. in its 1956 financial state-
ment.
The company, which manufactures pho-
nographs and wire and tape recorders, said
sales rose 7% from $31,984,539 in 1955.
Net loss came after a $900,000 deduction
for federal income tax carryback loss refund
and high initial costs from entry in the mili-
tary products field. Webcor enjoyed a net
income of $589,574 the previous year.
A profitable year in 1957 was predicted
by Titus Haffa, Webcor president and board
chairman, in his letter to stockholders. Web-
cor was renamed from the old Webster-Chi-
cago Corp.
110° Deflection Picture Tube
In Entire Sylvania 1958 Line
SYLVANIA Electric Products Inc. has an-
nounced that its entire 1958 television line
will be built around the 1 1 0-degree magnetic
deflection picture tube which was introduced
in the company's 17-in. portable models last
December.
W. Herbert Lamb, general manager of
Sylvania's television picture tube division,
stated that the 110-degree line, which will
be introduced to the public early this sum-
mer, will include 14, 17 and 21 -in. tubes.
The latter, in production this month, is de-
signed for table and console model sets.
The new 21 -in. tubes, nearly six inches
shorter than the commonly used 90-degree
picture tubes, are 20% lighter and should
enable the company to reduce over-all di-
mensions of the 21 -in. table and console
models by 50%, Mr. Lamb said. The 110-
degree portables now on the market may ac-
count for 50% of sales in 1957, according
to R. L. Shaw, general sales manager of the
radio-television division.
Fm 'Radio Pill7 Demonstrated
DEMONSTRATION was held in New York
last fortnight of a "radio pill" that emits
fm signals to medical researchers as it passes
through the human body. Developed by
RCA, the Rockefeller Institute and the New
York Veterans Administration Hospital, the
new "pill" is designed to provide informa-
tion on the functioning of the human in-
testinal tract.
Broadcasting
Telecasting
STATIONS
PETRY URGES NIGHT RADIO SLASH
• Irresistibility of lower rates stressed to client stations
• Representative's first proposal made at NARTB convention
MANUFACTURING PEOPLE
James L. Lewis, vice president of Van Nor-
man Industries, named president of Insuline
Corp. of American (subsidiary of Van Nor-
man), Manchester, N. H., succeeding Myles
S. Spector. Paul C. Eberhardt, Van Norman
vice president, appointed Insuline vice pres-
ident succeeding William J. Schoenberger.
W. Raymond Parshall and Max A. Stolper
named treasurer and secretary of Insuline,
respectively.
Jack Kuhner, treasurer of Hoffman Labs
Inc., L. A., elected director-vice president of
Hughey & Phillips Inc., Burbank, Calif.
John F. Watter, sales engineer, General
Electric, named
district manager of
GE's new district
sales office for ra-
dio-tv broadcast
equipment at Wy-
att Bldg., Washing-
ton, D. C. He will
also serve as com-
pany's liaison with
FCC, engineer con-
sultants and legal
MR. watter firms.
Donald F. Karaffa, sales correspondent at
Sylvania Electric Products Inc., sales serv-
ice department at Williamsport, Pa., ap-
pointed supervisor of Sylvania's govern-
ment sales service — electronic products,
succeeding Charles R. Slagle, transferred to
company's renewal sales department.
Thornton F. Scott, market planning re-
search analyst, appointed administrator,
advertising and sales promotion, RCA
components division, Camden, N. J.
L. Alan Wintering, lighting sales represent-
ative of Sylvania Electric Products Inc.,
in Columbus, Ohio, appointed St. Louis
district sales manager for radio and tele-
vision division of company.
Malvern B. Still, manufacturing manager
of RCA's Cannonsburg (Pa.) plant, named
manager of RCA Victor Radio & Victrola
Div. at that plant, succeeding F. E. Stouffer,
resigned.
Thomas G. de Fabiny, assistant to manag-
ing director of international division, Syl-
vania Electric Products Inc., N. Y., ap-
pointed planning-development manager of
division.
Lewis C. Radford Jr., eastern district sales
manager for Allen B. DuMont Labs. Tv
Transmitter Div., to Visual Electronics
Corp., N. Y., as southeastern sales repre-
sentative.
Joseph Marry Jr., formerly general man-
ager of Admiral Corp.'s Electronics Div.,
appointed special field sales representative
at Zenith Radio Corp., Chicago.
Robert Wilson, 51, engineer for Westing-
house Electric Corp., died in Chicago April
12. He had attended NARTB Convention.
A MOVEMENT to cut radio stations' night-
time rates to approximately one-half of day-
time charges has been initiated by Edward
Petry & Co., pioneer station representation
firm, with first indications that the drive
is making headway among Petry-represented
stations.
The nighttime cut, it was learned last
week, was proposed to stations on the Petry
list at a special "let's face facts" meeting
called by the firm's officials in conjunction
with the NARTB convention in Chicago
two weeks ago. The plan also involves re-
ductions in weekend time costs through a
somewhat more complicated formula.
Petry officials last week declined to dis-
cuss the meeting, but it was learned they
had told their stations the time has come
to get some life into nighttime sales — and
that the way to do it is to make evening
time so attractive that advertisers cannot
refuse to buy it.
It's better to make sales at substantially
lower prices than to go on making few or
none at the present rates, Petry officials were
reported to have told the group. In short,
they were quoted, maintaining rates that
fail to move "goods" — and which have
shown over a substantial period that they
are not attractive to buyers — is economi-
cally senseless.
CBS Radio's recent action in cutting its
evening rates by one-third, while boosting
daytime rates slightly [B«T, Feb. 25], was
cited as both precedent and support for the
Petry proposal that evening rates also be
cut at the local level. Before that realign-
ment, CBS Radio's day and night rates —
like those of most stations in recent years
— were substantially identical.
The Petry officials were said to have em-
phasized that nighttime cuts must be coupled
with strong "positive selling," with evening
time not to be treated "like daytime's step-
sister." With a 50% cut in rates, they rea-
soned, nighttime could be pushed wholly on
its own merits without regard to daytime,
where sales now are running much stronger.
While the discussions in the Petry meet-
ing centered on rates for spot announce-
ments and packages, it was presumed that
any reductions in that area also would apply
to established charges for whole program
periods, which are not now in general de-
mand.
The representation firm's leaders made
clear, it was understood, that in proposing
large-scale nighttime cuts they were "not
talking to any of you who are really selling
evening time."
But few of the approximately 20 stations
represented at the meeting were said to have
claimed that their nighttime sales — either
local or national — were satisfactory, al-
though at least one was reported to have
argued that the better course would be to
leave evening rates where they are but boost
daytime charges to twice those for night.
Most of the stations, it was understood,
indicated privately if not openly that they
were in general agreement with the Petry
officials' arguments, although apparently
none made any commitment on the spot.
The decision, of course, will be up to each
station individually.
Indicating the extent to which they had
pondered the question, the Petry authorities
showed a presentation developed in support
of the rate-cut proposal, and offered to back
the stations with substantial promotional
outlays if they decide to adopt the plan.
As part of the presentation they cited re-
search showing the average level of radio
sets in use between 7 and 10 p.m. is approx-
imately 58% of the average between 6 a.m.
and 6 p.m., while for the four-hour period
from 7 p.m. to 11 p.m. the average is 55.5%
of the 6 to 6 level.
But instead of establishing nighttime rates
on the same mathematical basis as the rela-
tionship between evening and daytime listen-
ing— that is, at 55% or 58% of day rates —
they argued that the nighttime costs should
be reduced even further, to around 50%, to
overcome the "unglamorous ideas" that
many advertisers and agencies hold about
nighttime radio.
A super-saturation or "tonnage" type of
sales package was foreseen by the Petry of-
ficials as the backbone of the reduced-rate
plan. That is, stations would offer large pack-
ages of announcements at the new rates on
a run-of-evening-schedule basis, but with
some safeguard to assure the advertiser that
his announcements would be distributed over
several evenings of the week rather than
lumped into one or two evenings.
The Petry executives also were reported
to have cautioned their stations that the
SWEET SUCCESS
IN THE LAND of tall men, tall tales
and tall tv, the new tower of KTBC-
TV Austin turned out to be too tall
for one candy firm, even a Texas candy
firm. Lamme's Candy of Austin, a
confectionery that specializes in pra-
lines, cooperated in a one-day pro-
motion by KTBC-TV to find out how
far the tower was sending its signal.
Each viewer who wrote from more
than 50 miles away was promised a
box of candy. Two days later the pra-
line purveyor had to postpone a pro-
posed second offer until after Easter.
The firm was swamped, mailing out
1,100 boxes of candy. Viewers wrote
from as far as Brownwood, 115 air
miles away, and from several towns
and cities within the SO-90 mile signal
limit.
Broadcasting • Telecasting
April 22, 1957 • Page 103
STATIONS
11
KCEN-TV is the
Leading Station
in Texas' 5th
Television Market
Between the first four major
markets of Texas is a giant
fifth. Not until KCEN-TV
developed a television service
with a tower TALL
ENOUGH and program-
ming GOOD ENOUGH was
this important fifth market
covered — really covered — by
a single medium. Now, thanks
to Nielsen, what we have
always contended is a matter
of record. KCEN-TV is
acknowledged as "THE
LEADING STATION IN
TEXAS' 5th TELEVISION
MARKET."
*833 feet
*830 feet above average terrain.
NIELSEN NCS No. 2 - NOV. 1956
KCEN-TV Station B
No. of TV
Homes in Area
106,370
87,040
Monthly
Homes Reached
88,040
66,270
Daytime
Weekly NCS
Circ.
76,760
55,410
Daytime
Daily NCS
Circ.
56,700
39,650
Nighttime
Weekly NCS
Circ.
83010
62,820
Nighttime
Daily NCS
Circ.
68,420
49,940
SERVING THE TEMPLE-WACO MARKET
AND ALL CENTRAL TEXAS
KCEN-TV
INTERCONNECTED
AFFILIATE
33 Counties Served According to
Nielsen Survey No. 2. Inquiries as
to details invited.
movement would get nowhere if launched
by only a few stations. But if a score or more
would adopt it, they saw a good chance that
the movement would "mushroom."
Among related problems discussed at the
meeting, it was understood, was that of new
selling tactics of radio networks — long a sore
spot among representation firms. Station
Representatives Assn. has been especially
outspoken in charging that NBC, particular-
ly, is selling radio so cheaply that it is en-
dangering the whole radio rate structure.
The Petry officials were quoted as warn-
ing that "cheap" sales of radio network time
not only were siphoning off potential spot
business but also were making the proposed
wholesale cut in stations' own nighttime
rates even more imperative.
STORER SETS UP AM, TV DIVISIONS
National Representatives, George P. Hollingbery Co.
Texas Representatives, Clyde Melville Co., Dallas.
STORER Broadcasting Co., Miami Beach,
has separated radio and tv properties into
separate divisions effective May 1, Stanton
P. Kettler, vice president in charge of op-
erations, announces. The new divisions will
replace the organization's former north-
south districts.
William E. Rine, vice president of the
northern district, becomes vice president for
radio operations and George B. Storer Jr.,
southern district vice president, is to be vice
president for television operations.
Storer properties are WGBS-AM-TV
Miami. WJBK-AM-TV Detroit, WJW-AM-
TV Cleveland, WSPD-AM-TV Toledo,
WAGA-AM-TV Atlanta, WWVA Wheeling,
KPTV (TV) Portland, Ore., WIBG-AM-FM
Philadelphia and WPFH (TV) Wilmington.
The firm has filed for approval to sell
WBRC-AM-TV Birmingham to Radio Cin-
cinnati Inc. (WKRC-AM-TV-Cincinnati
Times-Star).
The new division plan, Mr. Kettler said,
was set up to permit greater concentration
on each medium at headquarters. Radio and
television already had been operating auton-
omously under managing directors.
Mr. Rine joined Storer in 1932 in the
commercial department of WWVA. He was
named managing director in 1946 and in
1951 district vice president. The younger
Mr. Storer started with his father's firm in
1948 when he supervised the building of
WAGA-TV Atlanta. Later he advanced to
vice president and managing director of
former Storer radio-tv properties in San
Antonio and in May 1955 became southern
district vice president.
Beaston to Succeed Johnson
In Storer Midwest Sales Post
FLOYD E. (BUD) BEASTON, sales man-
ager of WNBQ (TV) Chicago, has been
appointed midwest
tv sales manager
in the Chicago of-
fice of Storer
Broadcasting Co.,
according to an an-
nouncement by
Maurice E. Mc-
Murray, Storer na-
tional sales direc-
tor.
The appointment,
effective today, fills
the vacancy created
when Lew Johnson
transferred to the New York office of Storer
Broadcasting.
Mr. Beaston joined WNBQ in 1951.
MR. BEASTON
MR. RINE
MR. STORER
Broadcasters Lose First Round
Against California Sports Tax
CALIFORNIA broadcasters last Tuesday
lost the first round of their fight to defeat
a bill in the State Legislature calling for a
tax on the gross receipts of sports promoters
from sale of radio and television rights
when the Assembly Committee on Govern-
ment Economy & Efficiency, by a 9 to 6
vote, ordered the measure reported to the
entire Assembly.
The bill, seventh in a series of similar
proposals which before now have never been
voted out of committee, is designed to aug-
ment the revenue the State Athletic Com-
mission now receives from a tax on gate
receipts. It reportedly would provide an
extra $75,000 the commission feels it needs
to finance its investigation of rackets in
state sports. Broadcasters believe the tax,
if imposed on the sports promoters, would
promptly be passed along to broadcasters.
But radio and tv stations could not so
promptly pass this additional sum along to
advertisers sponsoring sports broadcasts and
telecasts, Harry Warner, legal counsel for
KTLA (TV) Los Angeles, told the Com-
mittee on Government Economy & Effi-
SALES PROVE POINT
WHUM Reading, Pa., is sold on satu-
ration radio — and it has proved its
point. Operating in a newspaper-con-
scious locale, George Spanier, station
account executive, persuaded Lee
Heffner, local Ford dealer, to spend
his whole January budget in radio.
WHUM had a free hand with copy
and schedules. Using the theme of
"prices so low they're laughable."
everyone ended up happy. The station
had the best January in its history,
and most laudatory, the advertiser's
business increased $26,000 over the
preceding January.
Page 104
April 22, 1957
Broadcasting
Telecasting
DOCTOR OF SHIPS
Rick Bruhn specializes in preventive "medicine."
Rick is the Mobil marine engineer in Hong
Kong. His counterparts work in every major
Free World port — more than 400.
As you trust the skill, training and experience
of your doctor, so do the men who know marine
machinery trust the Rick Bruhns to diagnose
their ships* needs and prescribe the right fuels
and lubricants.
Mobil know-how created the first and most
comprehensive service of this kind. It helps as-
sure that goods you send or receive move without
delay — that as a passenger you arrive and depart
on schedule — that every voyage is a Bon Voyage.
This master's touch in oil services the world's
mightiest warship, the world's fastest boat, every
flagship of every leading ship line, two-fifths of
all the world's freighters. It was the choice for
the maiden voyage of the first atomic-powered
submarine.
* * *
For more information about these doctors of
ships, write to Room 2400, Socony Mobil Oil Co.,
Inc., 150 East 42nd Street, New York 17, N. Y.
SOCONY MOBIL OIL COMPANY, INC.
Leader in lubrication for 91 years
Mobil
Broadcasting • Telecasting
April 22, 1957 • Page 105
STATIONS
ciency in testimony on behalf of the four
independent tv stations of Los Angeles:
KCOP (TV), KHJ-TV and KTTV (TV)
as well as KTLA. The bill, if adopted, would
be unconstitutional, Mr. Warner contended,
because it would impose the tax, amounting
to about lVz%, on all radio-tv receipts
without segregating receipts for intrastate
sportscasts from those received for those
going interstate, such as a Pabst or Gillette
sports show originated in California.
Noting the committee votes for the bill
were only the bare number required to get
it out of committee, Mr. Warner said that
when the measure reaches the floor of the
assembly, probably this week, it will be
opposed again by the state's broadcasters,
who also will fight it in the State Senate.
"We lost the first round, but others are
coming up and the fight is a long way from
ended," he said.
Huddle Continues on L. A. Sale
REPRESENTATIVES of Copley Press,
owner of KCOP (TV) Los Angeles, and a
group headed by Kenyon Brown and Bing
Crosby, last week were still working out the
terms for the sale of the station to the
Brown-Crosby syndicate for $4 million [B«T,
April 8]. Jack Heinz, vice president and gen-
eral manager of KCOP, said , Thursday that
there is every indication that the deal will
go through as contemplated, but that getting
all the points settled is a time-consuming
matter.
KING-TV WINS RIGHT
TO COVER BOAT RACE
• KOMO-TV#s Warren comments
• Tv access not issue, he says
KING-TV Seattle has won the right to tele-
cast the May 5 Apple Cup Hydroplane Race
on Lake Chelan, the station reports. Judge
J. A. Adams of the Chelan County Superior
Court held April 13 that a grant of exclu-
sive coverage rights by the race sponsor,
Lake Chelan Boat Racers Inc., to KOMO-
TV Seattle was "unconstitutional and void"
because it violated fundamental principles of
freedom of the press, according to KING-
TV.
Otto Brandt, vice president and general
manager of KING-TV, said, "Judge Adams'
decision today has national significance. It
reasserted the important principle that tele-
vision, as part of the press, has the right
of free and equal access to public news
events. The effect is a great service both
to news media and to the general public."
Asked to comment on the ruling of Judge
Adams, W. W. Warren, executive vice pres-
ident and general manager of KOMO-TV,
noted that Judge Adams in his oral opinion
— not yet final — suggested the question
should be passed upon by a higher court
for full and complete determination, if time
permits, and added that the city attorney
of Chelan had stated serious consideration
IF YOU'RE BUYING
VACATION LAND AUDIENCE
IR0NW00D, MICHIGAN
630KC 1000 WATTS
. . . Gives you a bonus audience of
upwards of !/2 million listeners at
no increase in WJMS' present low
rates.
Contact your nearest Hil F. Best
office or William L. Johnson, Pres.-
Gen'l Mgr.
WJMS, ironwood, Michigan Tel 20
is being given to bringing the matter to a
higher court. "KING-TV was granted the
right to use a public park, but was denied
all other requests made of Judge Adams,"
Mr. Warren said.
"In view of statements made by others,"
he continued, "it should be pointed out that
the exclusive contract was passed upon only
in so far as the use of the public parks was
concerned, and the contract was not held to
be unconstitutional and void as claimed. It
has also been implied that this case involved
a question of equal access for tv. . . . It
was only a question of the extent to which
the City of Chelan could control its own
property. Access to telecast this sporting
event was never denied to any tv station at
any time. The only denial was the use of
some property to be used as a telecast site."
KING-TV is proceeding with plans to
cover the event which opens the 1957 un-
limited hydroplane racing season in the
United States. KREM-TV Spokane and
KGW-TV Portland, Ore., will carry the
KING-TV coverage. Lake Chelan Boat
Racers Inc. has advised KING-TV that
the organization will comply with the ruling,
the station said.
WOAI-AM-TV's Hugh HalfF
Dies After Extended Illness
HUGH A. L. HALFF, 53, president of
WOAI-AM-TV San Antonio, died April 14
after an extended
illness.
Mr. Halff start-
ed in 1931 with
WOAI, founded 1 1
years earlier by his
uncle, the late G.
A. C. Halff.
WOAI - TV, first
television station in
San Antonio, was
founded under the
younger Mr. Halff's
direction in 1949.
Mr. Halff served
two terms on the board or directors of the
National Assn. of Broadcasters.
Survivors are his wife, Catherine Harding
Halff; two children, Hugh Jr. and Catherine;
his mother, Mrs. Henry L. Halff, all of San
Antonio, and his sister, Mrs. Arnold S.
Askin of New York City.
Calif. Group Buys XEAC Rights
UNITED STATES sales rights to XEAC,
Mexican station located some 12 miles from
Tia Juana in Baja California, Mexico, have
been obtained by a new corporation, Cali-
fornia Broadcasters Corp., Dean Simmons,
veteran Los Angeles advertising man and
one of the CBC principals, announced
last week. The station, owned by Jorge
T. Rivera who also is an executive of CBC.
currently operates with 5 kw on 690 kc, but
before fall its power will be increased to
50 kw with a non-directional signal
daytime and one directionalized up and
down the Pacific Coast at night, Mr. Sim-
mons said. CBC is investing more than
$300,000 for new equipment for XEAC,
he reported, including a new GE transmitter
MR. HALFF
Page 106
April 22, 1957
Broadcasting
Telecasting
Meet the men of atomic-electric power
These are two of the new "atomic
men" in the business of producing
electricity. In the photograph, they
are studying a small-scale model of
an atomic reactor designed for an
atomic-electric power plant.
They, and hundreds of other
electric company men, are learning
how to harness the power of atomic
energy to the job of producing
electricity. Working with scientists
and engineers of the Atomic En-
ergy Commission, equipment
makers and builders, they are help-
ing develop the new tools, new
machinery and new kinds of build-
ings needed for atomic-powered
electric plants.
The nation's appetite for electric
power is growing rapidly, and
atomic energy promises a vast new
source of fuel to make more elec-
tricity. That's why independent
electric companies are studying,
testing and comparing methods and
equipment to find the best ways to
put the atom to work for America.
America's Independent Electric Light and Power Companies*
^Company names on request through this magazine
Broadcasting • Telecasting APril 22> 1957 # PaSe
STATIONS
WLOK Memphis, Tenn., celebrates its
first anniversary as a member of the
OK Group as the first account sold un-
der OK management is renewed for
a year. Wayne Grout, president of
Colonial Bakeries, Memphis, signs his
firm's second 52-week contract for six
15-minute shows a week, featuring
disc jockey Hunky Dory. At the sign-
ing (1 to r) : Eugene P. Weil, general
manager of WLOK; Mr. Grout; Bob
Bartusch, WLOK account executive,
and Ernest Lee, president of Merrill
Kremer Advertising Agency, which
handles the Colonial Bread account.
Jules Paglin and Stanley Ray Jr. head
the OK Group (WBOK New Orleans,
WXOK Baton Rouge, WLOK, KAOK
Lake Charles, La., and KYOK Hous-
ton.)
•§•■■
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Billing . . . $1,538,000.00 in 1956.
More in '57!
Location . . . SECOND TO NONE
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If you need WESTERN representa-
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BOX 385-G, BROADCASTING-TELECASTING
bought earlier this month at the NARTB
convention in Chicago.
Principals in the new firm, in addition to
Mr. Simmons and Mr. Rivera, include Ash-
ley Robison, former half-owner and execu-
tive vice president of KCCC-TV Sacra-
mento, Calif., and James and Robert Har-
mon of San Diego, where James Harmon has
been program director of KFMB-TV.
A new call will be sought for XEAC, Mr.
Simmons said.
KTVI (TV) Switches to Ch. 2;
Begins Operation in St. Louis
KTVI (TV) St. Louis last Monday com-
pleted its switchover from ch. 36 and
began operation on ch. 2. The FCC in its
deintermixture proceeding [B»T, March 4]
gave KTVI permission to operate tempo-
rarily on ch. 2 pending a final decision be-
tween competing applicants.
Transition to the new channel took three
weeks, during which time the station was
dark. Operating as St. Louis' third com-
mercial vhf station (one other vhf is an
educational facility), KTVI is now a basic
ABC affiliate.
J. J. Bernard, former vice president-gen-
eral manager of WGR-AM-TV Buffalo, is
vice president and general manager of
KTVI [At Deadline, April 15].
Four Timebuyers Named Winners
Of KWKH Promotion Contest
KWKH Shreveport last week announced the
winners in a contest based on timebuyers'
analyses of Nielsen Coverage Service Study
No. 2.
According to KWKH, three other U. S.
stations outranked it in the margin of su-
periority over competing stations in the same
market in the Nielsen study. Competing
timebuyers had to identify the three by mak-
ing their own computations based on the
Nielsen reports.
Winners were Robert H. Graf, Ted Bates,
New York; Marvin Berns, J. Walter Thomp-
son, Chicago, and Caroline V. Posa and Ed
Papazian, BBDO, New York. Messrs. Graf
and Berns each won $500. Miss Posa and
Mr. Papazian shared $500.
DeVries Named to Head WGR-TV
VAN BEUREN W. DeVRIES, program
director of WGR-
TV Buffalo, has
been appointed sta-
tion manager,
George F. Good-
year, president of
WGR Inc ., an-
nounced last week.
Formerly on the
staffs of KWFT-
TV Wichita Falls,
Tex., and WMAL-
TV Washington,
Mr. DeVries has
been program di-
rector of WGR-TV since it went on the air
in 1954.
RADIO JUMPS SALES
TRAFFIC-TIME radio produces sales
in Southern California, according to
Electric Equipment Co., Los Angeles,
distributor of Rislone, which reported
an increase of 109% in sales since
the beginning of sponsorship of the
Mon.-Fri. 7:55-8 a.m. Bulletin Board
on KFI Los Angeles the first of the
year. The firm signed for an additional
26 weeks through Roche, Eckhoff &
Lee, Los Angeles.
MR. ANDRES
MR. DeVRIES
Andres, WKY-AM-TV Manager,
Dies Wednesday After Stroke
FUNERAL SERVICES were held Thurs-
day for Hoyt Andres, 42, manager of WKY-
AM-TV Oklahoma City, at the Nichols
Hills Presbyterian
Church there. He
died Wednesday in
St. Anthony's Hos-
pital, Oklahoma
City, after suffer-
ing a cerebral hem-
orrhage April 13
at his home.
Mr. Andres had
returned to WKY
last February after
managing WSFA-
TV Montgomery,
Ala., for two years,
since The WKY Television System bought
the facility in February 1955. He joined
WKY in 1946 as radio program manager
and was named assistant manager in 1951.
A graduate of Baylor U., where he helped
organize the first radio-dramatic school west
of the Mississippi, Mr. Andres later worked
for stations in Texas and Missouri. He was
considered a tv pioneer in the Southwest.
Survivors are his wife. Sulie and three
children, Hoyt Jr., 14, David, 6, and Sus-
anne, 3.
Miller Elected Gannett President
PAUL MILLER, executive vice president
of the Gannett Co., has been elected presi-
dent of the firm.
Frank Gannett,
founder, was elect-
ed president-emeri-
tus, and Frank E.
Tripp, continuing
as chairman of the
board, becomes
president of all
subsidiaries except
Gannett Founda-
tion and WHEC
Inc., Rochester,
which are headed
by Mr. Miller,
president. Mr. Miller, former assistant gen-
eral manager of the AP and Washington
bureau chief, has been with Gannett Co.
since 1947. Gannett Co. owns WHEC-AM-
TV Rochester, WINR-AM-TV Bingham-
ton, WENY Elmira, an interest in WHDL
Olean, all N. Y., and WDAN-AM-TV Dan-
ville, 111.
MR. MILLER
Page 108 • April 22, 1957
Broadcasting
Telecasting
IN THE AIR and on the ground WVNA Tuscumbia, Ala., is gaining a reputation
for high mobility. Traveling equipment includes a Piper Apache twin-engine plane,
a Volkswagen mobile transmitter unit. Ford Ranch Wagon and two Isetta 300
Motocoupes. The sales department uses the Ford and Isettas to cover North Alabama
and points beyond, while the Apache is for general use.
Circuit Court Sets Action
On WTVT (TV) Contempt Appeal
DECISION on the right of a judge to ban
telecasting of news film taken in a court-
house corridor is expected next month in
Leon County (Fla.) Circuit Court where
an appeal was taken from a contempt cita-
tion handed down in lower court [B»T.
March 11. et seq.].
Jack Murphy, cameraman for WTVT
(TV) Tampa. Fla.. was sentenced to pay
SI 00 fine or serve 30 days in jail for refus-
ONE FOR ALL
CLOSING ranks to meet a common
need, three rival steel firms have been
sharing commercial time on a pro-
gram sponsored bv one of them on
KMTV (TV) Omaha.
Allen & Reynolds. Omaha agency
which supervised production for the
sponsor, Paxton & Vierling Steel Co.,
thinks the effort may show industry
one way to ease the shortage of skilled
craftsmen.
The need in the case of the struc-
tural steel fabricating companies is
for draftsmen. Paxton & Vierling, to-
gether with Gate City Steel Co. and
Omaha Steel Works, cooperated with
Omaha public schools and the Ameri-
can Institute of Steel Construction to
develop a two-year course in the sub-
ject for high schools, and Allen &
Reynolds produced a descriptive bro-
chure for students. But the companies
still had to find a way to generate in-
terest in the booklets. To this end, PVS
donated commercial time on its
KMTV newscasts.
The agency produced three two-
minute film interviews with heads of
each of the firms. Interviews were di-
rected to students and parents, telling
them of the program and booklet offer.
First results of the cooperative effort
have been described by Allen & Reyn-
olds as excellent.
ing to destroy film shot in a corridor out-
side the courtroom. City Judge John Rudd
handed down the sentence.
In taking an appeal. P. A. Sugg. WTVT
general manager, said the action was based
not only on the rights of WTVT but on
those of the entire newsgathering industry
and the general public. Former Gov. Doyle
E. Carlton, of Florida, WTVT counsel, said
the picture, a three-minute film ""was taken
out of sight and out of hearing of court
and could not interfere with the orderly
proceedings of the court."
Mr. Murphy had refused to destroy the
film, as ordered by Judge Rudd. on the
ground he had no such authority. He had
sent the film to WTVT which put it on the
air.
Coleman Joins Triangle Stations
GEORGE D. COLEMAN, general manager
of WGBI-AM-TV Scranton, Pa., has joined
Triangle Stations,
Philadelphia, as di-
rector of regional
sales. Triangle Sta-
tions are WFIL-
AM-FM-TV Phil-
adelphia; WNBF-
AM-FM-TV Bing-
hamton, N. Y.;
WFB G-AM-TV
Altoona, Pa., and
WNHC-AM-FM-
TV New Haven,
Conn.
Mr. Coleman is
past president of
the Pennsylvania Assn. of Broadcasters and
served six years as a director of the National
Assn. of Broadcasters (now NARTB).
KOME Sale to Bonebrake Off
NEGOTIATIONS for the purchase of
KOME Tulsa, Okla., by Matthew E. Bone-
brake (KOCY Oklahoma City) for $200,000
[B«T, April 15] have fallen through. E.
William George, general manager of KOME.
reported last week. KOME operates on
1300 kc with 5 kw day, I kw night.
MR. COLEMAN
WAY OUT
ONLY
"•SAZ-
KOVERS
THE
GTON-CHARL
MARKET
ESTON
NIELSEN : NCS *2 1956
Of PENETRATION OF COUNTIES J
/O IN COVERAGE
: WSAZ-TV
STA.
B
STA.<
y 100=e COVERAGE "> 1
y COUNTIES X. 1
]
M
[ MORE THAN 75°3 AC
f COVERAGE COUNTIES tj
21
<
MORE THAN 50 = e
COVERAGE COUNTIES
30
15!
[ TOTAL COUNTIES /TQ
► COVERAGE 0>
L... ..........
50
i
ARB: 8 out of TOP 12
"February 195 7
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Broadcasting • Telecasting
April 22. 1957 • Page 109
STATIONS
MUSE
KNIEST
ZELLNER
SALONITES
LOWEN
FIVE MEN have been added to the staff of the Katz Agency, national station repre-
sentative, three assigned to New York and two to the new St. Louis office. James
Edward Muse, formerly commercial manager of WGEM-TV Quincy, 111., joins the
St. Louis television sales staff. Thomas E. Kniest, formerly radio salesman with
KXOK St. Louis, has been added to the Katz radio sales staff there.
Gordon George Zellner, previously account executive with WATV (TV) Newark,
N. J., will work with the New York television sales staff. Stephen M. Salonites,
formerly with the media department of Benton & Bowles, joins the New York tv
sales development staff, and Jesse Lowen, formerly with WM AZ-AM-TV Macon, Ga.,
is added to the promotion-research department there.
WIP to Get Birthday Citation
From City, Chamber of Commerce
WIP PHILADELPHIA today (Monday)
starts a week-long celebration of its 35 th
anniversary, to be highlighted Friday by a
luncheon at the Barclay Hotel, where the
Chamber of Commerce and the City of
Philadelphia will present a special award to
Benedict Gimbel Jr., president-general man-
ager of WIP.
The citation salutes WIP's "unique con-
tributions to the economic and civic progress
of the region." It will be presented by Alfred
Blasband, chairman of the chamber's spe-
cial projects committee, and Fredric R.
Mann, director of commerce for the city.
Featured luncheon speakers will be Comr.
Robert E. Lee of the FCC and Philadelphia
Mayor Richardson Dilworth.
WIP, born in the corner of the piano de-
department of Gimbel Bros, store, officially
marked its 35th anniversary on March 16,
when an atomic battery at the International
Atomic Exposition & Nuclear Congress at
Philadelphia's Convention Hall was used to
trigger the station's signal.
ARB proves •••
KFSA-TV
your BEST buy in
Fort Smith
Arka n s
percentage of tv homes
station viewed station viewed
MOST before 6 pm MOST after 6 prr
KFSA-TV (UHF)
Station B (VHF)
Station C (VHF)
59
17
12
63
21
9
ARB 1957 METROPOLITAN AREA COVERAGE STUDY
(A to Z)
The only SUCCESSFUL UHF
in the Great Southwest
Represenied by John E, Pearson Company
Fort Smith
Arkansas
Affiliated Management
KFSA Radio ♦ Ft. Smith Times-Record • Ft. Smith Southwest American
Chicago Radio-Tv Newsmen
Ask City Hall Facilities
REQUEST for inclusion of permanent
broadcast facilities in new Chicago City
Council chambers, filed with Mayor Richard
J. Daley by radio-tv station news directors,
is being considered by a City Hall special
committee.
Construction of booths in City Hall, which
was damaged by a fire March 21, would
permit radio-tv-newsreel coverage of council
activities without interference and eliminate
one of the more frequent objections raised
against media — the presence of cameras,
microphones and other equipment, according
to station news chiefs.
Modern electronic reporting would be
better served along lines of the example
set by the United Nations' General As-
sembly, it was contended. Chicago stations
generally have been unsuccessful in getting
permission to cover council proceedings in
recent years.
Sam J. Slate Succeeds Ward
As WCBS-TV General Manager
SAM J. SLATE, director of programs at
WCBS New York for 5Vi years, has been
named general manager of the CBS Radio
station, it was an-
nounced last week
by Jules Dundes,
CBS Radio vice
president in charge
of station adminis-
tration. Mr. Slate
succeeds Carl S.
Ward, promoted to
manager of station
relations, CBS-TV.
Prior to joining
WCBS in 1951,
Mr. Slate was pro-
gram director for
British Broadcasting Corp.'s New York of-
fice for six years, producing shows for both
the domestic and overseas service of BBC.
Before that Mr. Slate's work included ra-
dio public relations work during World War
II and earlier program promotion and mer-
chandising for Phillips H. Lord Inc., pro-
gram packager.
MR. SLATE
Page 110 • April 22, 1957
| Williams Heads WSM-AM-TV News
1 BILL WILLIAMS, morning editor, WSM
Nashville, and
newscaster for
WSM-TV, has been
named director of
news and special
events of WSM-
AM-TV. He suc-
ceeds Harold
Baker, who be-
comes news direc-
tor of WFGA-TV
Jacksonville, Fla.,
May 1.
Mr. Williams, in
the radio-tv news
field for 12 years, is son of the late Billy
Williams, former NBC writer and manager
of KOA Denver.
Broadcasting • Telecasting
MR. WILLIAMS
'E' IS FOR EFFORT
"WHERE there's a will there's a way."
The truth of this old adage is borne out
by the modus operandi of KMYR Den-
ver in procuring a new spot contract.
The radio station was awarded a
spot contract by Continental Air Lines
for its spring advertising campaign
after two women "picketed" in front
of Denver's Brown Palace Hotel dur-
ing Continental's recent national sales
meeting. The pair carried signs read-
ing "Continental Air Lines Unfair to
KMYR and other Denver Broadcast-
ers."
The stunt arose from a quotation
in a Denver newspaper to the effect
that only newspaper advertising would
be used in Continental's spring ad
campaign.
In short order, Stanley O. Halberg,
vice president in charge of advertising
for the air line, informed officials at
the meeting that radio would be a "big
factor" in the spring campaign.
To cement continuing good relations
between the station and Continental,
KMYR General Manager Ken Hilde-
brandt then had his "picket" parade
in front of the hotel sporting the same
signs with the word "unfair" changed
to "fair."
KMYR DENVER General Manager
Ken Hildebrandt deletes letters
"UN" from signs carried by two
lovely "pickets" in front of Denver's
Palace Hotel after the radio station
was awarded a new spot contract
by Continental Air Lines as part of
its spring advertising campaign.
WRCV Promotions Announced
Harold W. Waddell, sales director of WRCV
Philadelphia, has been appointed station
manager, according to an announcement by
Lloyd E. Yoder, NBC vice president and
general manager of WRCV-AM-TV. Wil-
liam S. Dallmann, local sales manager of
WRCV, becomes sales manager. Both
served earlier with NBC in Cleveland.
STATION PEOPLE
John T. Ryan Jr., president of Mine Safety
Appliances Co., named president of WQED
(TV) Pittsburgh educational station.
Joseph B. Haigh, chief engineer, KFJZ-TV
Fort Worth, Tex., to WJBK-TV Detroit as
chief engineer.
W. Henry White, WSB-TV Atlanta studio
supervisor, named assistant chief engineer
of WSB-AM-TV.
Robert S. Tyrol and Ernest H. Peterson,
account executives, WTIC Hartford, Conn.,
named assistant general sales manager and
local sales manager, respectively.
Earl W. Welde, sales manager, WNAO-TV
Raleigh, N. C, named assistant general
manager succeeded by Joseph F. McGinley,
local sales manager of WNAO-TV. Jimmy
} Simpson, sportscaster, appointed sports di-
rector for WNAO-TV and WKIX (Sir
Walter Tv Co. licensee of both stations),
same city. James A. Ballard, formerly man-
ager of WOOW New Bern, N. C, named
WKIX sales manager.
Thomas A. O'Neill, Ernst & Ernst (account-
ing firm), Phila., to WFIL-AM-TV, same
city, as assistant business manager.
Dave Lundy, KGO-AM San Francisco sales
staff, and Dave Sacks, KGO-TV, named
KGO-AM sales manager and KGO-TV
sales head, respectively. Wayne Wynn joins
KGO-AM sales department.
Russell J. Cox to KXJB-TV Valley City-
Fargo, N. D., as advertising-promotion
manager. Mrs. Connie Winsberg joins
KXJB-TV to handle publicity-public rela-
tions.
Peter Roper to WERE Cleveland, Ohio,
to manage publicity-promotion department.
Walt Lochman, sales manager, KCKN Kan-
sas City, Kan., to WHB Kansas City, Mo.,
as account executive.
Milton H. Klein, formerly with KCOP (TV)
and KABC-TV, both Los Angeles, has.
joined KFWB, same city, as account ex-
ecutive.
Irving Q. Waldorf to KNEV (FM) Reno,
Nev., as program director, Wesley C. Reed
named commercial manager and Larry
Harding joins KNEV as promotion director.
Marion Heiden to WBEL Beloit, Wis., as
continuity director.
Russell McElwee, account executive, and
James W. Evans, both with WXEX-TV
Richmond, Va., to WSOC-TV Charlotte,
N. C, as sales executive and promotion
director, respectively. Robert Provence,
program director of WLW Dayton, to
WSOC-TV as program director. Ron Dowl-
ing, formerly with NBC New York as unit
manager and commercial producer on To-
night, and Leo Deker, senior producer-di-
rector at WTVD (TV) Durham, N. C, to
WSOC-TV as producers-directors. Fritz
GOT THIS WHALE, SEE
A.
\
\
Top Kick:
Side Kick:
Top Kick:
Side Kick:
Top Kick:
Side Kick:
Top Kick:
Side Kick:
Top Kick:
Side Kick:
Top Kick:
Side Kick:
Top Kick:
Side Kick:
Top Kick:
Got this station, see.
WHALE of a station!
Got this market, see.
WHALE of a market!
Got this rating story, see.
WHALE of a rating story!
Got this coverage story, see.
WHALE of a coverage story!
A real buy, see.
WHALE of a buy!
All right, so we re-package and use
this whale as our trade-mark, see. jty
WHALE of a trade-mark! \l
Clever, huh?!
WHALE of a —
A WW, SHADDUP!
/ f.
WNCT
Greenville, N. C. Channel 9 CBS
A. HARTWELL CAMPBELL, Gen. Mgr.
Represented nationally by Hollingbery
Broadcasting • Telecasting
April 22, 1957 • Page 111
ON THE
DOTTED LINE
A HANDSHAKE seals the deal be-
tween Station Manager Leslie H.
Peard Jr. (r) of WBAL-TV Baltimore
and Victor Frenkil, president of Balti-
more Contractors Inc. for alternate
week sponsorship of Meet the Press.
At left: H. J. Patz, ad agent.
MEETING of Chicagoland Dodge Dealers Assn. was the occasion for calling attention
to the group's purchase of Fahey Flynn daily newcasts on WBBM that city — its first
radio buy in some months. At the luncheon (1 to r) : Bud Morgan. Northtown Motors,
Chicago Heights member of CDDA's advertising committee; Leon Ray, Ray-Cole
Motors, Chicago committee member; Mr. Flynn, WBBM newscaster; Herb Scheurer,
Kenwood Motor Co. and president of Dodge dealers organization, and Bud Bohling,
Bohling Auto Sales and Indiana vice president of CDDA.
CONTRACTING with station repre-
sentatives for their first air time on
WBRB Mt. Clemens, Mich., are offi-
cials of Weather Seal Inc. (Detroit
office). L to r: Dave McLaughlin,
WBRB morning disc jockey; George
Creighton, partner in Weather Seal;
Johnny Russell of WBRB, and E. L.
Konold, president of Weather Seal
storm windows and doors.
SIGNING a six-month sponsorship re-
newal contract of the daily Swap Pro-
gram on WATR Waterbury, Conn., is
Adam Bozzuto, president of John
Bozzuto & Sons Inc., distributor of
PGA Foods in Connecticut. At the
signing (1 to r): Richard Bozzuto, ad-
vertising manager of John Bozzuto
& Sons, and Gene Valentino, assistant
manager of WALR.
COMPLETING negotiations atop a mattress for a 52-week series of spot announce-
ments on the KLNT (TV) Seattle All-Star Movies, are (1 to r) Danny Dever, station
account executive; John Sparrowk, vice president of the Englander Mattress Co..
buyer of the spots; Ken Wilson, Seattle sales manager of the Englander Co., and
Warren Reed, emcee of KTNT's All-Star Movies.
WTTV (TV) Indianapolis will televise
17 Indianapolis Indian baseball games
during the coming season. Signing a
contract for half-sponsorship of the
games by George Wiedemann Brewing
Co. is Don Grasse of Tatham-Laird,
the brewing company's agency. With
him are (1 to r) Norm Cissna, of
the Meeker Co.; Frank Willis, and
Keith Wilson, both of WTTV.
FOY L. BENNETT, general manager of
Cotton's Holsum Bakery in Baton
Rouge, La., signs the document that
insures his firm of a nightly spot in
the sold-out Million Dollar Premiere
on WAFB-TV Baton Rouge. Tom
E. Gibbens, president and general
manager of the station, indicates ap-
proval of the 52-week contract.
Page 112 • April 22, 1957
Broadcasting • Telecasting
STATIONS
Gibson Jr.. assistant market development
manager. National Brewing Co.. Baltimore.
Md.. to WSOC-TV sales staff.
Herbert F. Grayson, press information direc-
tor. YVBBM Chicago, named information
services director for WBBM-AM-FM-TY.
Bill Hasbrook. formerly general manager
of KFSD San Diego and KFXM San
Bernardino, to KFYVB Los Angeles as ac-
count executive.
Dave McConnaughey. WJIM-TY Lansing
sales department and son of FCC Chairman
George C. McConnaughey. to WOOD-TV
Grand Rapids, both Mich., sales department.
Ray Carroll, formerly WMCA New York
disc jockey, to WICC Bridgeport. Conn., as
6 to 10 a.m. morning headliner.
Ted Muller, formerly with W'BEC Pittsfield.
Mass., and Victoria Sellner. formerly with
WARM Scranton. Pa., to WSTC Stamford.
Conn., announcing staff and commercial
department respectively.
Jack Rea. director at KARD-TV Wichita,
Kans.. resigns to enter restaurant business
in Texarkana. Texas.
Hank Forbes, general manager and disc
jockey at WLYN Lynn. Mass.. to YVBMS
as disc jockey succeeding Ken Maiden.
Fred Covington. WXEX-TY Richmond. Ya..
to WBUF (TV) Buffalo. N. Y., as staff
announcer.
Art Rice, formerly with KCMO Kansas
City, to KARD-TV Wichita. Kans.. as staff
announcer.
John Babcock, assistant news director.
KDAY Santa Monica. Calif., given ad-
ditional duties as music librarian.
John K. McCarthy Jr.. KYOD Denver, to
K.BTV (TV), same city, local sales staff.
Keith Wasser. account executive. KRCG-
TV Jefferson City, to WHB Kansas City,
both Mo., sales staff.
Herman Fell to WBBM-AM-FM Chicago
production staff.
Jerry Dunphy. new s director at \\ XIX
(TV) Milwaukee, to WBBM-TY Chicago.
Ralph Renick. news director of WTYJ 1TY1
Miami, elected president of Fla. United
Press Broadcasters-Telecasters Assn. and
Bill Gramer. chief newscaster of WGTO
Haines City. Fla.. named association's vice
president.
Lennox T. Cinnamond. general manager of
KSAN San Francisco, killed last month in
automobile accident.
Charles Cecil, announcer at KFI Los
Angeles, father of boy.
Bob Buckley, weatherman. KHAS-TV
Hasting, Neb., father of boy. James Harmon.
Mary Ann Baker. KNXT (TV) Los Angeles,
married to Lee Kleinert on April 12.
THE NEW TELEPROMPTER MOD V*!
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HERBERT W. HOBLER. V. Pres. Sales JAMES BLAIR, Iqpt. Sales Mgr.
LOS ANGELES • CHICAGO • WASHINGTON, DC • PHILADELPHIA
DETROIT * MIAMI • TORONTO • LONDON
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POPEYE has always been a family favorite
•(remember?) and . . . now, he's more popular
than ever. We've teamed him up with CKLW-TVs
own Capt. Jolly for an unbeatable selling com-
bination. Now is the time to put MUSCLE in your
sales punch with Popeye and Capt. Jolly. Spot
participation availabilities still open . . . HURRY!
Broadcasting
Telecasting
CKLW-TV
GUARDIAN BLDG., DETROIT 26, MICH. ★ j. e. camP«u. President
April 22, 1957 • Page 113
YOUNG TELEVISION CORPORATION
National Representative
INTERNATIONAL
Canadian Stations Ask Radio, Tv Satellites
SATELLITE radio and television station ap-
plications will be heard along with those for
new radio and tv stations and power in-
creases at the April 30 meeting of the board
of governors of the Canadian Broadcasting
Corp., at Ottawa. The session, to be held in
the Railway Committee Room, House of
Commons, will be one of the busiest in re-
cent months.
CJDC Dawson Creek, B. C, on the Alas-
ka Highway, is applying for a tv station on
ch. 5 with 173.5 w video and 86.75 w audio
power with antenna at 142 feet above aver-
age terrain.
CKSO-TV Sudbury, Ont., oldest inde-
pendent station on the air in Canada, is ap-
plying for a satellite station license on ch.
13 with 4 kw video and 2 kw audio power
at Elliott Lake, Ont., site of the biggest
uranium mining camp in eastern Canada.
Antenna height is 432 feet above average
terrain.
CFCL-TV Timmins, Ont., is requesting
satellite transmitters at Kapuskasing, Ont.,
(site of New York Times pulp and paper
mill), on ch. 13 with 34 w video and 17 w
audio power, and at Kirkland Lake, Ont.,
gold mining town, on ch. 19 with 36.5 w
video and 18 w audio.
CHCH-TV Hamilton, Ont., is requesting
a power increase from 100 kw video and 60
kw audio on ch. 11 to 150 kw video and 90
kw audio, with antenna at 654 feet above
average terrain.
Five new radio station applications are in
western and eastern Canada. At Barnaby,
B. C, Barnaby Broadcasting Co. Ltd., is
asking for a 5 kw license on 730 kc. At
Cranbrook, B. C, Robert A. Reagh is re-
questing 1 kw on 570 kc. At Saanich, B.C.,
new 1 kw station on 810 kc is being asked
by Ellison Queale. At Kitchener, Ont., Alan
G. Hodge has applied for 1 kw on 1320 kc,
and CHNO Sudbury, Ont., bilingual station,
is asking for license for daytime French-
language station of 1 kw on 550 kc. CKSO
Sudbury, Ont., is applying for a satellite sta-
tion at Elliott Lake, Ont., uranium mining
camp, of 1 kw on 610 kc.
Power increases are being requested by
CFGP Grande Prairie, Alta., from 5 kw to
10 kw on 1050 kc; by CHUB Nanaimo,
B.C., from 1 kw to 10 kw on 1570 kc; by
CKX Brandon, Man., from 1 kw to 5 kw
day and 1 kw night on 1150 kc; by CKPR
Fort William, Ont., from 1 kw to 5 kw day
and 1 kw night on 580 kc; by CJSP Leam-
ington, Ont., from 250 w to 1 kw on 710
kc; and by CKVL Verdun, Que., from 10
kw to 50 kw day and 10 kw night on 850 kc.
CKLG North Vancouver, B. C, is asking
for increase from 1 kw to 10 kw and change
of frequency from 1070 kc to 730 kc. CJAV
Port Alberni, B. C, wants an increase from
250 w to 1 kw day, 500 w night, and change
of frequency from 1240 kc to 730 kc.
CKDA Victoria, B. C, wants a power boost
from 5 kw to 10 kw and frequency shift
from 1280 kc to 1220 kc CJMT Chicou-
timi, Que., is asking for change from 250
w to 5 kw from 1450 kc to 1420 kc.
A number of stations are asking for share
transfers and change of ownership. Latter
consists of CKXL Calgary, Alt., from
CKXL Ltd. to Tel-Ray Ltd., and CJRL
Kenora, Ont., from Lake of the Woods
Broadcasting Ltd., to Stuart King.
Eurovision Link Helped BBC
BBC has announced that through its use
of the Eurovision link, extensive tv coverage
was scheduled for the state visit to France
of the Queen and the Duke of Edinburgh.
The visit was covered both live and through
film recordings and was to be carried on tv
stations in Britain, France, Holland, Belgium,
Luxembourg and Monte Carlo.
Canadian Tv Sets Decline
TELEVISION set production in Canada
continues to decline, with production in the
first two months of 1957 totaling 65,382
sets compared with 122,159 sets in the same
period last year, according to the Radio-
Electronics-Tv Mfg. Assn. of Canada. Pro-
duction of radio receivers, however, is almost
equal to that of the first two months of last
year, with 88,607 sets in the January-Feb-
ruary period of 1957 compared with 89,083
sets the previous year. Sales of radio re-
ceivers totalled 83,590, about half of which
were sold in Ontario. Sales of tv receivers
in the first two months of the year totaled
78,762 units of which slightly over a
third were sold in Ontario and a quarter in
the province of Quebec.
Canadian Atlantic Group to Meet
WAYS and means of expanding radio and tv
business for Canadian Atlantic Coast sta-
tions will highlight the annual meeting of
the Atlantic Assn. of Broadcasters at Fort
Cumberland Hotel, Amherst, Nova Scotia,
April 25-27.
Radio station representatives and adver-
tising agency executives will be main speak-
ers and conduct panels at the meeting, under
the chairmanship of Don Jamieson, CJON-
AM-TV St. John's, Newfoundland.
Reports also will be heard from the re-
cently elected president of the Canadian
Assn. of Radio & Tv Broadcasters, Vera
Dallin, CFQC-AM-TV Saskatoon, Sask.,
and Jim Allard, Ottawa, Ont., CARTB ex-
ecutive vice president. The annual dinner
April 26 will be addressed by Clyde Nunn,
former manager of CJFX Antigonish, N. S.,
now a member of the Nova Scotia legisla-
ture. A meeting of stations using Broadcast
News service follows the convention.
CBC Group Would Drop IATSE
MORE than 400 stagehands of CBC tv
stations in Canada are asking decertification
of International Alliance of Theatrical Stage
Employes following action at Toronto where
CBC employs more than 500 IATSE mem-
bers. The union members claim they have
no say in contractural negotiations and no
local organization among the 1,200 CBC
employes who belong to IATSE.
Color Tv Shown in Montreal
MONTREAL had its first look at color tele-
vision early in April when department stores
and other retailers had color tv receivers
installed to pick up WPTZ (TV) Platts-
burgh, N. Y., on ch. 5, 52 air miles away.
There are no color tv transmitters in Can-
ada as yet, but color telecasting is expected
to start some time next year.
INTERNATIONAL SHORTS
CJVI Victoria, B. C, awarded John J. Gillin
Jr. memorial for outstanding public service
to its community in 1956 at annual dinner
of Canadian Association of Radio and Tele-
vision Broadcasters at Chateau Frontenac
Hotel, Quebec City.
CJON-TV St. John's, Nfld., presented with
Keith S. Rogers memorial award at CARTB
dinner, for technical development and its
1956 work in "pioneering the use of tv
satellite transmitters in Canada to give
service to outlying areas." Award is pre-
sented annually by Canadian General Elec-
tric Co. Ltd.
Fletcher D. Richards Inc., 550 Sherbrooke
St. W. Montreal, Que., has been enfranchised
as advertising agency by Canadian Associa-
tion of Radio and Television Broadcasters.
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
On the Air everywhere 24 hours a day— seven days a week
Page 114 • April 22, 1957
Broadcasting • Telecasting
PLAYBACK
QUOTES WORTH REPEATING
NEWSMEN WITHOUT GAGS
COMMENTATOR Martin Agronsky, in
his final broadcast for ABC March 30.
He joined SBC April 15.
OVER the years I have received thou-
sands of letters. Some liked what I said.
Some didn't. But critical or appreciative,
I thought those of you who did bother
to write would like to know that your
words have always brought home to me
what no one in this business dare ever
forget; his responsibility to those who
listen.
The "whole truth" is, of course, a hard
thing to achieve in daily reporting. Just
the pressures of the deadline, plus those
imposed by the limitations of available
time, often make wholeness seem un-
attainable.
The whole truth is difficult of attain-
ment not only because of the pressures
of time and space on the reporter. Those
are just the mechanical problems.
There is the other — in a way — the
greater problem of ascertaining what is
the "whole truth." No reporter can cover
every story at first hand. He has to rely
on the wire sendees and the newspapers
for the facts he can't observe himself.
And then he has to determine — even
when thus forced to work at second-hand
— what in the facts is meaningful. All
this he must do while trying, especially
in the heat of a political campaign or an
international crisis — to divorce himself,
as much as humanly possible, from the
prevalent emotions.
Well, as anyone who understands hu-
man nature knows, if telling the whole
truth depends on reaching that kind of
emotional sterility and intellectual neu-
trality, it's impossible to get there.
Really about the best an honest re-
porter can do is try to get all the facts
he can, be as objective as he can about
their interpretation, and then tell as
straight as he can what the facts are and
what he thinks they mean.
Trying to tell the whole truth has one
other dimension for a reporter. It's the
one provided by his employer. There are
two ways in which a reporter's telling
the whole truth as he sees it can be in-
fluenced by his employer. The reporter
can be told what he can say — a pretty
crude method, which from my experi-
ence is very rarely undertaken. Or. just
as positive in its result, there is the nega-
tive way of telling the reporter what he
candor say.
About five years ago, when Mc-
Carthyism was not yet a "wasm", Robert
S. Kintner. then president of this net-
work, was faced with an outrageous de-
mand by one of those organizations self-
appointed to guard every one else's
patriotism — and of course at a profit.
This group said Mr. Kintner should bar
the one-time burlesque queen of strip
tease, Miss Gypsy Rose Lee, from a
scheduled ABC program on the grounds
that she was a "security risk." Mr. Kint-
ner. instead of diving under his desk and
waving a white flag (as had then become
the unhappy habit in such cases), hit
back.
He said if the organization could
prove anything subversive about Miss
Lee he would examine their accusation
— otherwise he would ignore it. Faced
with this "put up or shut up" reply, these
would-be pallbearers of freedom, shut
up. Mr. Kintner had thus successfully
demonstrated the impossibility of what
was in any case a patent absurdity —
namely that Gypsy Rose Lee had ever
had anything she wished to conceal. More
importantly, he showed the emptiness of
the power that these incompetent censors
of a great and free industry were trying
to wield.
This is something that matters to re-
porters or to anyone who cares about free
speech, and it matters more, much more,
to the listeners who must take on trust
what they hear.
And for all I know, somewhere along
the network line, as I finish this part of
my report, some announcer will come
along and say, "Any opinions expressed
by Mr. Agronsky are his own and do
not necessarily reflect those of his spon-
sors." That's all right, too. What matters
is that the opinions can be expressed.
WRONG APPROACH
The Evangelical Foundation, in the April
issue of Eternity, commenting on the con-
flict between the Broadcasting & Film
Commission of the National Council of
Churches, which opposed buying time for
religious broadcasts, and the National
Assn. of Evangelicals, which subsequently
denounced the NCC stand.
BOTH . . . were culpable in making pub-
lic statements derogatory of the efforts of
another group of Christians without first
trying to understand better the differing
view. Both sought to force the way to
their goals . . . have muddied a complex
problem.
There is no reason why radio stations
should not be approached for free time.
Nor is there anything wrong in responsi-
ble Christian broadcasters buying time.
Both practices have coexisted throughout
the history of radio and television in our
country.
What both groups most sorely need are
higher standards of programming. A reli-
gious program has no inherent right to be
accepted on any basis just because it is
a religious program. Limited research in-
dicates that few religious programs really
appeal to listeners or viewers to whom
thev ostensiblv are beamed.
ENERGY !
There are all kinds, but if
you w ant extra sales
energy in Southern Cali-
fornia...take heart,
friend . . .
An exclusive KTTV adver-
tiser, out to improve his
already healthy sales,
says:
"We're happy to
report a 297% increase
in retail sales. . ."
The item was an imported
toy car, featured on the
Sheriff John Show and
selling for about $5.00.
Here's sales energy that
gets past the piggy bank,
into major retail sales.
That's what KTTV's strong,
local selling personalities
can do for you.
Ask your Blair-man for full
details, but ask him
quietly. . .
He gets very excited about
KTTV s sales energy . . .
1
£
i
|
1
£
s
Broadcasting
Telecasting
Los Angeles Times-MGM
Television
Represented nationally by BLAIR -TV K
April 22, 1957 • Page 115
IN PUBLIC INTEREST
NBC Report Outlines Progress
In O&Os' Public Service Plan
PROGRESS report on the "Impact Public
Service" plan, implemented earlier this year
by the NBC owned stations in eight cities,
disclosed last week that stations can effect
the same "sales" results for public service
projects as for an advertiser's product.
Issued by Thomas B. McFadden, vice
president of the NBC owned stations and
NBC Spot Sales, the report said the plan
has been a success to date and its work-
ability stems from the approach by which
"this vertical and horizontal concentration
brings about the same results for the public
good that seasonal advertisers may expect
from a similar approach." Under the plan,
each station periodically concentrates its
facilities and personnel behind a single
public service effort, using editorial ma-
terial, news coverage and a heavy schedule
of spots.
Among public service projects of NBC
owned stations reported to Mr. McFadden
were WRCA-AM-TV New York's year-
long campaign on activities of the New
York Police Dept., including radio docu-
mentaries and tv features; WNBC (TV)
Hartford's "Eyes for the Needy" drive,
which raised more than $8,000 worth of
eye glasses; WBUF (TV) Buffalo's cam-
paign to raise funds for the Buffalo Phil-
harmonic Orchestra; WRCV-AM-TV Phila-
delphia's sponsorship of an ice hockey game
which raised $8,744 for the Women's Medi-
cal College there; WRC-AM-TV Washing-
ton's continuing campaign to free the Po-
tomac River of pollution; KRCA (TV) Los
Angeles' traffic safety campaign which will
donate about $200,000 in air time during
1957; WMAQ-WNBQ (TV) Chicago's
American Red Cross drive with a total of
238 spots and 61 in-program features con-
tributed by the stations, and KNBC San
Francisco's weekly public service program,
Report From Sacramento, reviewing news
from the state capital.
Kovacs on KBIG
ERNIE KOVACS presented a special
broadcast, "Listening to Jazz With Ernie
Kovacs," on KBIG Catalina, Calif., April 14,
on behalf of the American Cancer Society.
ADDING impetus to positive action
by the Missouri state legislature in
passing a statewide auto speed limit
bill is John Bromfield, star of NTA's
Sheriff of Cochise tv series, who ad-
dressed the lawmakers early last
month on traffic safety on the nation's
highways. Following his talk, which
interrupted their debate, the Missouri
legislators in session at Jefferson City
passed a statewide speed limit bill with
only three negative votes. Standing
behind Mr. Bromfield is Rep. Thomas
D. Graham of Cole County, Mo., who
introduced the television star to the
lawmakers. Mr. Bromfield's appear-
ance before the Missouri solons and
an earlier appointment with Gov.
James T. Blair Jr. was arranged by
officials of KRCG-TV Jefferson City.
WEBB Spurs Vaccine Shots
WEBB Baltimore has begun a campaign to
emphasize the importance among Negroes
of seeing the family doctor for polio inocu-
lations. Featuring Buddy Young, the sta-
tion's top announcer, the campaign was
started in February, when it was discovered
the polio rate, in 1956, among Negro chil-
dren was considerably greater than among
white children.
WDBJ-TV Stages Telethon
SOME $40,000 was collected in a 17Vi-hour
telethon, on WDBJ-TV Roanoke, for the
benefit of multiple sclerosis victims. The
show drew contributions from three states,
with 20 telephones taking calls continuously.
w
Make More Money
With Standard Shorty Tunes
Playing time only half as long as usual
phono record. Allows you extra time for extra
spots. Ups your program profit. Send for one
month trial of 20 tunes for only $8.50.
STANDARD
RADIO TRANSCRIPTION SERVICES, INC.
360 N. Michigan Ave., Chicago 1, III.
Also send for details on the new Lawrence Welk Library Package
Page 116 • April 22, 1957
WBAL-TV Airs Mental Health Show
AN unusual dramatic show, describing the
problems some 4,000 Marylanders face each
year upon release from mental hospitals,
was televised on WBAL-TV April 15. The
film, with a cast composed of The Players
Company and staff members and patients at
Spring Grove Hospital in Catonsville, will be
available for distribution through the Na-
tional Assn. for Mental Health.
School Systems Help CBS Radio
CBS Radio has secured cooperation of most
major school systems for distribution of its
new "Discussion Guide" to network public
affairs programs which will serve as in-
class and home study aid to current events.
CBS Radio President Arthur Hull Hayes
said "this is one of several 'projects with a
theme' which we hope to develop for stu-
dents and teachers." CBS hopes to show the
educator the "important educational and in-
formational values of radio listening.
'Mr. Hope' on WWJ-TV
SEEN every Sunday on Detroit is Mr. Hope,
a public service program instituted by WWJ-
TV, which describes the plight of the prob-
blem drinker. Designed to tell the public
about the work of Alcoholics Anonymous,
Mr. Hope frequently features a panel of
physicians and businessmen to discuss drink-
ing problems and to encourage individuals
with such difficulties turn to the AA.
WFYC Aids Fund for Surgery
A SPOT announcement on WFYC Alma,
Mich., in cooperation with the local news-
paper, brought gratifying results in a drive
to provide funds needed for heart surgery
for an Alma woman. The drive lasted nearly
a week as contributions totaling $5,000 came
in from all over Michigan, with station disc
jockeys accepting telephone pledges for
music requests.
Cancer Victims on WEWS (TV)
RECENT guests on the Dorothy Fuldheim
program on WEWS (TV) Cleveland were
five former cancer victims. The special se-
ries, in conjunction with the 1957 Cancer
Crusade, gave each one the opportunity to
speak frankly of his struggle with the dis-
ease, and how it had been overcome.
CBS Employes Host Kids' Party
THE annual Easter party for underprivi-
leged children of the All Nations Founda-
tion took place at Television City, Holly-
wood, April 13. CBS employes at Columbia
Square, KNXT (TV), and Television City
donated gifts for distribution among the 50-
odd children attending.
KDKA-TV Aids 'Symphony' Campaign
TO HELP launch a fund-raising drive for
the Pittsburgh Symphony, KDKA-TV
Pittsburgh recently devoted half of its spot
promotions for an entire week, to slide with
audio showings about the Symphony, and
also pre-empted a network show to present
a special program to stimulate interest in the
orchestra.
Broadcasting
Telecasting
EDUCATION
ONE OF THE
REPORT ON EDUCATIONAL TV VIEWERS
AS FAR as educational tv is concerned
its viewers are similar to those who watch
commercial tv in such respects as income,
time spent watching and program tastes.
This is the conclusion of a survey of tv
habits in Lansing. Mich., conducted by
Michigan State U"s educational station
WKAR-TY. ch. 60.
The research project, frankly patterned
after the Yideotown projects conducted
by Cunningham & Walsh in New Bruns-
wick. N. J., revealed that in tv homes
more people watch tv than read news-
papers during an average weekday eve-
ning, yet more people read newspapers
than listen to radio. In the S^c of the
all-radio homes, however, radio was more
popular than newspapers.
In view of the '"small amount of criti-
cism, it would appear unwise for WKAR-
TV to promote "no commercials on ET\
as a strong reason for viewing educational
television." the station says.
Entitled •'Benchmark Television-Ra-
dio Study: Part I: Lansing."" the survey
covers 159t of Lansing households capa-
Ohio Educational Radio-Tv Meet
To Put Emphasis on 'Great Issues'
THEME of the Ohio State U. Institute for
Education by Radio-Television has been an-
nounced as "Great Issues in Broadcasting —
1957." The 27th annual event will take place
at the Deshler Hilton Hotel in Columbus
May 8-11.
Between 600-800 broadcasters, educators,
civic leaders and representatives of national
organizations in the U. S. and Canada are
expected to attend. Dr. I. Keith Tyler, di-
rector of the institute, has announced a pro-
gram of four general sessions. 15 special-
ized clinics, a dinner meeting and a joint
session with the American Council for Bet-
ter Broadcasts.
Donald H. McGannon, president of West-
inghouse Broadcasting Co., New "York, will
speak at the opening session on '"The Re-
sponsibility of Broadcasters."" Joseph Csida
ELECTRIC
APPLIANCE PEP "H
"Like we say over KRIZ Phoenix
— even a man can operate it."
ble of receiving WKAR-TV with a satis-
factory signal, or about 300 ch. 60 homes.
The study was financed in part by
Government Research Bureau and Ed-
ucational Television & Radio Center. Ann
Arbor. It was carried out in cooperation
with WKAR Radio. Field operations
were conducted during a three-week
period of April-May 1956.
Findings included:
• More criticism of tv programming
in tv homes than radio programming in
radio-only homes.
• Spontaneous criticism of advertising
on both radio-tv was expressed by one out
of every 10 of all households combined.
• Technical reception and tv engineer-
ing problems were of more concern to
tv homes than technical reception and ra-
dio engineering problems were to radio-
only homes.
Most criticism was based on program-
ming with reception second. The survey
showed that serious criticism was directed
at alleged excessive spot announcements
at station break time.
of Csida-Greene Assoc.. New York, will
discuss "What Happened to Broadcasting,
1946-56." Kenneth G. Bartlett, vice presi-
dent of Syracuse U. and director of its Radio
& Television Center, is institute discussion
leader.
On May 8, 'Teaching-by-Television Day,"
conferees will explore use of tv for direct
teaching. Winners of the Ohio State Awards
for education radio-tv shows will be an-
nounced May 6.
WMVS-TV to Use WITI-TV Tower
WTTI-TV Milwaukee has granted permission
to the Milwaukee Board of Vocational and
Adult Education, permittee of noncommer-
cial educational station WMVS-TV there,
to share its tower and site in Mequon, Wis.,
north of the city. A free lease agreement
provides for 10-year joint occupancy and
a 10-year renewal option.
WMVS-TV will raise its ch. 10 antenna
at approximately the 700-ft. level of the
WITI-TV tower, which will permit joint
use of the 1,046-ft. steel structure. The ed-
ucational station will build a transmitter
building on the WITI-TV property and
operate from studios in the Vocational and
Adults Schools Bldg. at 1015 N. Sixth St.
NBC O&Os Carry ET Programs
SIX NBC-owned tv stations are or will be
carrying the educational tv programs being
produced for the NBC Educational Tele-
vision project, the network has announced.
The stations are WRCY-TY Philadelphia.
WRC-TV Washington. WNBC (TV) Hart-
ford. WBUF (TV) Buffalo. KRCA (TV)
Los Angeles and WRCA-TV New York.
The primary purpose of the project, un-
dertaken in cooperation with the Educa-
tional Television and Radio Center. Ann
Arbor, Mich., is to provide educational tv
stations with live programming.
FIRST 100 MARKETS
*S THE BO*°
WHBF
RADIO & TELEVISION
the station
of marketing success
in the Quad-Cities
REPRESENTED BY AVERY-KNODEL, INC.
MGM
is here
MGM Twilite Theatre
4p.m. daily
MGM Lamplight Theatre
10:15 nightly
10:45 Saturdav
For complete details on these outstanding
availabilities call your Petry representative.
Bernie Barth, Gen. Mgr.
Tom Hamilton, Sales Mgr.
WN DUTV
CHANNEL 4 6
Broadcasting • Telecasting
April 22, 1957 • Page 117
PROGRAMS i PROMOTIONS
A DECAL ON THE DOOR:
THE CUSTOMER'S INVITATION
OVER the past two years, the "Shop at
the Store with the Mike on the Door" mer-
chandising plan for the RCA Thesaurus
transcription library has proved to be a
two-way success story — for subscriber ra-
dio stations and local-level participating ad-
vertisers.
RCA Recorded Program Services head-
quarters receives a steady stream of reports
from stations attesting to the value of the
plan for the outlets. But more heartening
is the response from local advertisers. They
happily cite increased store traffic and com-
pleted sales as a result of interest stimulated
by "Shop at the Store."
Officials of RCA Recorded Program Serv-
ices conceived the plan about two years ago
as a means of creating excitement at the
local level for advertisers who either had
been using radio sparingly or had forsaken
the medium altogether. The plan generally
works in this manner:
RCA supplies subscriber stations with
an array of promotional and merchandis-
ing aids, including sponsor decals, photos
of "big-name" Thesaurus artists, advertising
art, publicity stories, a direct mail campaign,
speeches prepared for local business execu-
tives and recorded announcements by The-
saurus artists. The retail store buying time
on the station is given the decal with the
imprint: "Shop at the Store with the Mike
on the Door."
Any RCA Thesaurus station subscriber
is eligible for the plan. The usual contract
for Thesaurus stations runs for three years
and entitles a station to a library of 30 radio
series. The only additional cost to the out-
let is for promotional materials above those
supplied by RCA and for prizes (if a sta-
tion holds a contest). The station decides
the minimum number of participations and
length, of contracts for eligibility by a local
advertiser. Though the requirements vary
from station to station, as few as four an-
THIS is only a tiny emblem on a retail-
er's door, but behind it RCA Thesaurus^
packs a full-scale promotion to glad-^
den the modest-budget advertiser.
nouncements a week for 13 weeks consti-
tutes eligibility in some markets.
The plan is hailed particularly in smaller
markets, where comparatively small local-
level advertisers require advertising fre-
quency on a modest budget. Typical is the
letter sent last month to KOEL Oelwein,
Iowa, by Gaylors' Super Valu food center
in that city:
"Money, you know, is tighter . . . com-
petition is keener . . . and we in the gro-
cery business must place our advertising
where it places the best return per dollar.
I must say that the Treasure Chest program
(local name for the program) is 'a high
return investment.' We are seeing new faces
every day, ask-
ing for regis-
tration cards.
The traffic in
our store make
nice music on
the register."
Duffy's Bootery in Oelwein, another par-
ticipating sponsor, told the same station
that normally business is slow in January
and February. But a spokesman pointed out
that, with the help of the RCA Thesaurus
promotion, "business has exceeded expec-
tations" this year.
In Fairmont, Minn., the Fairmont Red
Owl Food Store sold 1,100 crates of peaches
with only 10 30-second commercials over
KSUM — the station was the only advertising
medium used. Lageson's Appliance Store in
Fairmont sold $11,000 worth of appliances
during a 72-hour sale. The total expenditure
on KSUM was $180. Koenig's Variety Store
sold 4,260 pounds of Fanny Farmer Candy
in a two-day period, using 11 30-second an-
nouncements on KSUM to promote the sale.
Total expenditure for this effort: $27.50.
A. B. Sambrook, manager of RCA Re-
corded Program Services, has many more
documented success stories of other advertis-
ers using the plan. He pointed out that while
"Shop at the Store" is intended primarily as a
service to Thesaurus stations, its success is
predicated on the value offered to advertis-
ers. He said the merchandising plan has
earned such whopping returns for the 350
stations which are participating in the plan
that a 1,000% net profit for the station over
the original investment is the rule rather
than the exception.
The success of the plan, according to Mr.
Sambrook, stems from several factors: It
appeals largely to local-level advertisers,
whose budgets could not sustain such a
campaign, it helps stations because they can
point out to prospective advertisers that for
his air-time purchases he will obtain these
"plusses" — special announcements calling at-
tention to the advertisers' decals, contests,
opportunities to tie in the sponsor's adver-
tisements in other media with the promotion
and/ or the contest.
"The plan," Mr. Sambrook observed, "is
another testimonial to radio's ability to
create excitement, help move merchandise
and tie in with other promotional efforts of
a station or an advertiser.
Gates Radio Company, quincy, Illinois, u.s.a.
OFFICES IN
, NEW YORK, WASHINGTON, ATLANTA, HOUSTON, and LOS ANGELES
Page 118 • April 22, 1957
Broadcasting • Telecasting
Natl. Radio Week Plugged
In RAB Promotional Kit
NEARLY 100 tested methods for im-
pressing the public with the benefits of
radio are detailed in the National Radio
Week promotional kit being distributed
this week by Radio Advertising Bureau to
its member stations and networks, accord-
ing to Kevin B. Sweeney, RAB president.
The kit is designed, reports Mr. Sweeney,
"to enable RAB membership to do the best
job ever in making National Radio Week,
May 5-11, a success in every community."
Mr. Sweeney noted that set sales for the
month following the 1956 observance were
up 100,000 units above the preceding month
and 168,000 sets ahead of May 1955. He
credits this boom in part to the RAB pro-
motional campaign.
Nearly 100 "sell radio" announcements
of 10-, 30- and 60-second lengths are in-
cluded in the kit. They deal with news dis-
semination, universal audience appeal, vol-
ume of set ownership, advertising results,
penetration and community service. Two
speeches, "Radio — 37 Years at Your Serv-
ice" and "Radio — Where the Smart Money
Is," are included in the kit. The first, de-
signed for delivery before non-professional
audiences, stresses the service angles of the
medium, number of receivers in use today,
and audience data. The latter speech is for
use by advertising clubs and audiences com-
prised of business and professional men.
The Idea Booklet included in the kit
contains detailed suggestions for promo-
tion and publicity used successfully last
year by stations of varying size in every
type of market. RAB also has prepared
two sets of transcribed jingles. National
Radio Week is sponsored jointly by RAB,
NARTB, Radio Electronics Television Mfrs.
Assn. and National Appliance and Radio-
Tv Dealers Assn.
'Win Your Weight in Weiners'
HEBREW National Kosher Sausage Co.,
sponsor of Entertainment Press Conference,
Tuesday panel show on WABD (TV) New
York, is adding a "Win Your Weight In
Weiners" segment to the half-hour show.
Viewers are asked to search for 21 rubber
frankfurters hidden within 40 paces of del-
icatessens selling the sponsor's produce. The
contest, conceived by the Rockmore Co.,
NEWSY <^Xki2iP
NEIGHBORHOOD -JsM^t
In Port Huron let WHLS the com-
munity-minded station — featuring 4 „»w-^^L_^_
full time newsmen — deliver your *-V» ^T.- "" '
message between newsbreaks. » •
WHLS
Where local "know-how" delivert the local touch.
PORT HURON, MICHIGAN
Represented Nationally by Gill-Perna
For Detroit — Michigan Spot Sales
agency for Hebrew National, will lead one
lucky viewer to the "Fabulous Frank,"
which entitles finder to his weight in kosher
meats and an appearance on the show. The
other 20 phony franks entitle the bearer to
free salamis. Entertainment Press Confer-
ence is a panel show in which personalities
from all branches of the entertainment in-
dustry are interviewed by reporters.
TCF-TV Begins Pilot Film
For 'Cool and Lam' on CBS-TV
TCF-TV Productions, subsidiary of Twen-
tieth Century-Fox Film Corp., Hollywood,
has begun shooting a half-hour pilot film
of Cool and Lam for CBS-TV, starring Billy
Pearson and Benay Venuta, with Gail Pat-
rick Jackson as executive producer, Edmund
Hartmann as producer-writer and Jacques
Tourneur as director. The series is based on
mystery novels written by Erie Stanley
Gardner under the name of A. A. Fair, and
deals with a detective agency run by a man-
woman partnership. Today (Monday), TCF-
TV is to start filming a second CBS-TV se-
ries adapted from works of the same author
for Perry Mason series of 60-minute pro-
grams. An episode titled "The Case of the
Fan Dancer's Horse" is being directed by
William Russell. Mr. Jackson is executive
producer and Ben Brady producer. Ray-
mond Burr is starred.
WNDU-TV Promotes Its Market
RUSS CONDIT, media manager of Procter
& Gamble, Cincinnati, Ohio, was the first
prize winner of $ 1 1 0 in a market promotion
sponsored by WNDU-TV South Bend, Ind.,
the station reported. Mr. Condit's name was
chosen from among those of 600 advertising
executives circulated by William T. Hamil-
ton, WNDU-TV sales manager, with a full-
page ad reprint on the South Bend-Elkhart
market. He received a call, automatically
winning $46, then correctly answered a
question asked by Mr. Hamilton on number
of new industries located in the combined
market for $64. Promotion is first in a
series to last 13 weeks, each good for $110.
Figures of $46 and $64 signify WNDU-TV
channel number and tv market rank, re-
spectively.
DJ Aids Singer in Comeback
WVKO Columbus, Ohio, disc jockey Bob
Howard is reportedly given credit for the
comeback of Gene Austin, popular singer of
the 20's and 30's. When Mr. Howard played
an old recording of Mr. Austin's "My Blue
Heaven," the station was reportedly besieged
with calls and dealers began getting requests
for the record. Decca and RCA got inter-
ested and re-recorded some of the singer's
old hits and also made new ones. To show
his appreciation to the disc jockey, Mr.
Austin visited Columbus. In addition, "Gene
Austin Day" was declared by Columbus'
Mayor Maynard E. Sensenbrenner.
FIRST-A6AIN!
WILK IS THE BEST RADIO BUY
IN THE WILKES-BARRE MET-
ROPOLITAN AREA
It leads in every classification but one.
6:00 AM-
12 Noon
12 Noon-
6:00 PM
6:00 PM-
12 Midnight
WILK
29%
21%
21%
Sta. B
17%
20%
28%
C
13%
12%
12%
D
9%
16%
12%
E
8%
9%
X
F
8%
8%
10%
Misc.
16%
14%
17%
Pulse:
Wilkes-Barre Metropolitan Area
November 1956
Monday through Friday
PULSE PROVES!
WORLD'S FIRST RADIO STATION
Owned and Operated by THE DETROIT NEWS
Notional Reper*»ntativ»s:
PETERS, GRIFFIN, WOODWARD, INC.
Broadcasting • Telecasting
April 22, 1957 • Page 119
BXJ Y SOUND-FACTOR PLAN
PROGRAMS & PROMOTIONS
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SBS "Radio-Active" MB S
SIX-WEEK "Win Your Own Railroad"
contest, sponsored by Cocoa Marsh
on WEWS (TV) Cleveland, was
kicked off with a luncheon for the
Cocoa Marsh sales staff in the new
WEWS studios. A backyard railroad,
valued at $500, will go to the young-
ster submitting the best name for the
Cocoa Marsh lion. At the luncheon are
WEWS' "Texas Jim" Breslin (atop the
toy engine) and (1 to r) Robert G.
Marquardt, president of Arthur C.
Marquardt Co.; Vincent J. Daraio,
Hicks & Greist Inc.; Arthur C. Mar-
quardt, chairman of board of the firm
bearing his name, and Jay S. Kerekes,
WEWS national advertising manager.
KKMG
is tops in the Tulsa
Area by * RATES—
* RATINGS—
★ COVERAGE!
The January
1957 Pulse 26 County
Area Study Proves
KRMG to be your
best Radio Buy in
the Rich Tulsa
Market-
Ask your Blair
Man to show you
seem mrrs * 740 kg
Tulsa -Oklahoma... The
Qveat Independent of the
Southwest!
— — \
_ , — tp=
"Howard E. Stark |
RADIO and Tfc^c ,
EL 5040S j
NEW YORK 22. N. Y. ^
\A11 Inquiries Confidential^
Page 120 • April 22, 1957
WLIB New York Study Designed
To Show Value of Negro Market
THE NEGRO market in the New York
metropolitan area, in terms of population,
is larger than the entire population of 15
major U. S. cities — and is growing steadily.
That is the point, backed up by statistical
detail, of a comprehensive presentation pre-
pared by WLIB New York and currently
being distributed to agencies and adver-
tisers. The study deals with the New York
Negro market generally, with only a passing
competitive pitch for WLIB specifically.
The presentation is part of a continuing
campaign being conducted by WLIB to
increase advertiser and agency appreciation
of the "magnitude and importance of the
Negro market," to which WLIB primarily
directs its programming.
The Negro in the New York area spends
$344 million a year for food alone, the
study points out, noting that "this means
that the annual food expenditures of this
Negro market rank 13th when compared
with the food expenditures of the entire
populations of the 260 standard metropoli-
tan areas" — more than Cincinnati, Houston,
Kansas City, Miami, Minneapolis-St. Paul
or Portland, for example. The study then
shows the percentage of New York Negro
homes using each of some 65 different
food and grocery products.
Report on Mass Suicide Attempts
WSM-AM-TV Nashville, Tenn.. will make
a personal inquiry into the recent attempted
mass suicide of students in Austrian refugee
camps, with Bill Williams, news-special
events director, leaving for Europe today
(Monday) In announcing the news venture,
Irving Waugh, executive assistant to Pres-
ident John H. DeWitt Jr., said Mr. Williams
will have tape and camera equipment. He
will spend 10 days interviewing refugees and
obtaining stories on the refugee problem.
The attempted mass suicide, according to
published reports, was traced to belief that
the United States would not admit any more
refugees.
Gen. Mills to Move 'Rangers'
GENERAL MILLS INC., Minneapolis,
which has been sponsoring Tales of the
Texas Rangers half hour tv film series on
CBS-TV, has signed with Screen Gems to
present the program again next fall but will
not return the show to CBS-TV. General
Foods said it either will pick another net-
work or a lineup of about 100 stations
throughout the country on a spot basis.
Agency is Tatham-Laird, Chicago.
ABC Issues 'Airobatics'
ABC New York's advertising and promo-
tion service has released its first edition
of "Airobatics," a monthly bulletin high-
lighting new promotion campaigns. It is
being distributed to tv and radio station
managers, agencies and clients.
WKOX Celebrates 10th Year
NEXT Saturday, April 27, WKOX Fram-
ingham, Mass., will celebrate its 10th an-
niversary. As part of the celebration, a cara-
van— consisting of a new mobile broadcast-
ing unit, which will symbolize the present,
and antique cars, which will represent the
past — will travel through the Framingham
area and be covered by WKOX which will
give away "Lucky Bucks." The "Bucks" will
be redeemable for cash awards at the sta-
tion. The station also plans to hold an open
house to introduce the public to the "Hi-Fi
Sound of Progress."
Film Depicts Notre Dame Life
A COLOR motion picture depicting life
at Notre Dame will be offered to tv stations
and other interested groups after its premiere
showing at the 34th annual Universal Notre
Dame Night alumni meetings in over 50
cities the week starting April 29. Produced
by Owen Murphy Productions Inc., New
EASTERN COAST DAYTIMER
3*art of fmr&iep
In search of a Manager to take over
operation of a successful station. Ex-
perience in sales and programs. Good
salary. Write full details.
Box 441 G, B»T
Broadcasting • Telecasting
PROGRAMS & PROMOTIONS
York, on 16mm film, the movie shows
various activities on the university's campus,
Notre Dame band and glee club and Moreau
Seminary Choir. The film also includes
football sequences with Sportscaster Joe
Boland.
KUDU Offers 'Phone-O-News'
KUDU Ventura, Calif., is recording one
minute capsule editions of news headlines,
sports, road conditions and weather to re-
broadcast by telephone when listeners call
in. The news service, ''Phone-O-News, " is
available round-the-clock. The station says
that fresh reports of news will be recorded
every two hours. Sears, also in Ventura, is
sponsoring the "Phone-O-News" and list-
eners are given a brief Sears special of the
day and the local address of the store
along with the recorded reports when they
dial a special number.
TV Plans Full-Dress Premiere
COINCIDENTALLY with the launching of
the latest Screen Gems' package of feature
films, Hollywood Premiere Parade on WWJ-
TV Detroit next Sunday, the station will
stage a full-dress premiere, similar to one
conducted in the motion picture field. The
station has rented a large auditorium in
Detroit where the initial film. You Can't
Take It With You will be shown on wide
screen; searchlights will focus on invited
dignitaries who will be attired in formal
dress and interviews will be conducted in
the lobby.
'Kangaroo' Planned on Radio
KEESHAN-MILLER Enterprises Corp.,
packager of CBS-TV's Captain Kangaroo,
plans to bring its personality into radio.
Company plans to recruit Hecky Krasnow,
artist and repertoire head of Columbia
Records Juvenile Dept.. to collaborate with
Bob Keeshan, star of the program, in cut-
ting initial tapes for network presentation.
MORE PEPSI, PLEASE
LATEST addition to the list of local
success stories on the "Pepsi, Please"
radio campaign [B»T, Aug. 20, 1956,
et seq.] comes from WFIW Fairfield,
111., where the first such promotion in
a market of under 35,000 has been
completed.
The Pepsi-Cola Bottling Co. of
Vincennes, Ind., is pleased with re-
sults of a campaign that residents say
"literally took over the town" of Fair-
field. What the sponsor was looking
for — and got — was heavily increased
bottle and fountain sales.
The sixth town in the country to
carry the Pepsi campaign, Fairfield
has a population of 6,000. During the
three-week run there of "Pepsi,
Please," WFIW recorded 8,513 voices
making the by-now classic request.
Most of the recordings were made by
two electronic secretaries installed to
take telephone calls, but 1,684 were
collected at 10 Pepsi Parties held in
supermarkets, drug stores and restau-
rants. Of the total number recorded,
6,180 called the station to try to
identify their own recorded voices,
and 109 succeeded, being rewarded
with Pepsi picnic coolers, Arvin ra-
dios and Waltham wrist watches. They
called WFIW from as far as 70 miles
away, and caused personnel of the day-
time facility to work into the night.
Radio Station Buys Spots on Tv
WFBR Baltimore has purchased late evening
tv spots on WAAM (TV), same city, to pro-
mote the radio station's early morning pro-
gram. Morning in Maryland. The spots urge
late show tv viewers to set their radio dials
at 1300 for the WFBR program.
SMOOTH SAILING FOR SALES
EFFECTIVENESS of radio as a pro-
motional medium is pointed up in the first
annual Boat Show conducted by WWNY
Watertown, N. Y. The event attracted
17,000 spectators in a city of 35,000 and
resulted in $125,000 in sales for the
WWNY advertising participants in a
three-day period.
WWNY decided to stage the boat show
in early March because of the interest in
boating in the summer by residents who
live near Lake Ontario and the St. Law-
rence River. Boat shows had not been
held in Watertown for several years, but
WWNY embarked on the project, feeling
that promotional know-how had not been
displayed in the past. It conceived the
plan of staging the show as an exclusive
radio promotion, available only to the
station's boating advertisers, during a pe-
riod in early Spring when prospects shop
around for new craft.
The station rented the Watertown State
Armory, offered display space to exhibi-
tors without charge on the condition that
they buy a daily spot schedule on WWNY
for the four weeks preceding the show
and include in the commercials at least
one mention of the WWNY Boat Show.
Since the station is owned by the Wa-
tertown Daily Times, which also operates
WCNY-TV Carthage, N. Y., the event
also was publicized in these two media.
Boat show exhibitors were so pleased
with the results they asked for another
show next year. WWNY also was pleased
with the extra revenue in February, nor-
mally a slack month.
VICTOR C. DIEHM, President and Gen. Mgr.
Like Hundreds
of Broadcasters...
Station Manager
VICTOR C. DIEHM of
WAZL
and Chief Engineer
ELWOOD TITO
Selected
STAINLESS TOWERS
ELWOOD TITO, Chief Engineer
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
ess, irtc*
NORTH WALES • PENNSYLVANIA
Broadcasting • Telecasting
April 22, 1957 • Page 121
PROGRAMS & PROMOTIONS
SIMULATION STIMULATES A PULSE
WAVE successfully introduces a day-long, localized, 'Monitor' format
ALTHOUGH a number of radio stations
have adopted features which resemble NBC
Radio's weekend Monitor service, WAVE
Louisville believes it is the first station to
convert its local programming completely
to a Monitor-like format.
WAVE did so at the beginning of 1956.
Now, over year later, the returns are in,
WAVE says, and claims this format has
markedly increased the station's listenership,
promotional advantages, and billings. The
WAVE account:
In the last half of 1955, WAVE decided
that radio in too many cases was getting to
sound dull, and stations were sounding too
much alike. Setting January 1956 as a tar-
get date, WAVE set out to get its own ra-
dio off the turntable, out of the studio, and
into the world ... to advance the concept
that radio is a communications medium as
well as a music medium ... to make full
use of technical advances in auto and per-
sonal receiving sets, and in recording and
transmission equipment. In short, "to come
up with a listenable blend of journalism and
showmanship."
WAVE felt Monitor was successful in the
Louisville area, both in listener response
and billings. The problem was to convert
the Monitor type format into local terms,
for specific times of day, for audiences
dominant at these times. The station re-
searched audience make-up to find the per-
centage of men, women, teenagers, and
children listening to radio at any given time
of day. WAVE findings: Radio is over-
whelmingly the medium of adults ... at
most only 12% of radio's audience are
teenagers, and only 7% children; the re-
search found when most men and when
most women listen. The station wanted to
aim for listeners from that 81% of the au-
dience made up of adults . . . people with
the money and the need to buy the things
advertisers want to sell.
Accordingly, based on Monitor and re-
search, WAVE revamped local program-
ming to consist of four daily block shows,
called the "Dial 970" group:
Wake Up With WAVE, 6-9 a.m. daily.
This features a personality, Foster Brooks,
on the classic morning show, with a plus.
Wake Up With WAVE presents a newscast
each half hour, records, forecasts, sports
scores, time and temperature. The plus is
a newsman at police headquarters, to cut
in by beeper phone each quarter hour with
a summary of all police calls during that
period, emphasizing traffic, in view of the
morning rush hour.
Louisville has three peculiar traffic con-
ditions: (a) even minor accidents can cause
snarls since cars involved must stay put un-
Page 122 • April 22, 1957
til a police report is written up, (b) even
minor accidents can tie up either of the
two heavily used bridges connecting Louis-
ville with Indiana, and (c) even a few inches
of snow or ice can cause havoc among
Louisville's un- Yankeefied drivers.
The WAVE newsman flashes all accidents,
traffic jams, fires, and specific locations of
bad road conditions so drivers can bypass
them. He also summarizes police and fire
calls that happened overnight, so listeners
can learn what it was that woke them at
3 a.m. Other seasonal material on the show:
school openings, and pollen count. In the
summer Mr. Brooks does the show from
the front terrace of the WAVE building,
on one of Louisville's main streets (some-
times in winter, he does this dressed in a
fleece-lined flier's suit).
Carousel, 1 1 a.m. -noon daily. In addition
to music, book reviews, a daily telephone
contest, women's club news, interviews on
the lively arts, and a local minister with a
WAVE's Mr. Brooks — Foster Brooks,
personality featured on Wake Up With
WAVE, talks to listener Mrs. Harry
Gans on one of the occasional times
he moves his morning show out on
the street. Show is the morning block
of WAVE Louisville's year-old format
based on a localized version of NBC
Radio's Monitor. Other program
blocks cover noontime, late afternoon
and late evening periods.
"Thought For the Day," Carousel added
two more features after research as to what
women really want. The first was a "food
shopping service." WAVE gives no recipes
(as one lady listener put it: "We got re-
cipes"). But the station does have the
Louisville home economist of the Univer-
sity of Kentucky Extension Dept. give
twice-weekly shopping tips. The second
service: a seasonal how-to-garden feature
by members of 13 cooperating garden clubs.
Roadshow, 3-6:30 p.m. daily. This pro-
gram has a similar format to Wake Up With
WAVE, with a newsman at police head-
quarters, making quarter-hourly beeper re-
ports. Instead of being designed to get the
listener to work on time, however, it is aimed
to "get you home relaxed and informed."
Similar traffic information is given, and
one added byproduct is that housewives as
well as drivers listen, to see if there are any
traffic jams which may delay their husbands'
homeward-bound journey. A number of
large factories, which have traffic problems
arising from shifts letting out, use Roadshow
to flash localized road conditions near their
plants. Bill Gladden is "communicator,"
with six 5-minute and two 15-minute news-
casts and two 5-minute sportscasts integrated
into the show.
Nightbeat, "The Pulse of Louisville After
Dark," 9: 15-midnight, daily. In addition
to frequent newscasts and music, Nightbeat
has direct police and fire reports each 15
minutes (with less emphasis on traffic than
earlier programs, and more explanation of
"what that siren was all about"). It also
has periodic sports reports, with on-the-
scene game descriptions from 22 local high
school and college correspondents, and reg-
ular direct reports from the fire tower, the
Coast Guard, the "Lockmaster" for water
stages and Ohio River traffic, and weather
(WAVE has a direct teletype from the U. S.
Weather Bureau). Besides supplying music
and information the public can use, Night-
beat, emceed by Bob Kay with Sports Di-
rector Ed Kallay, also has regular and spe-
cial human interest features such as thrice-
a-week cases from the files of the FBI, a
once-a-week news-voices-from-the-past fea-
ture, and a weekly "Biography in Music"
about a popular singer. Nightbeat reporters
ride police prowl cars, interview juvenile
delinquents, listen in while CAA men bring
in planes by radar, etc.
To program these shows, WAVE had to
do some personnel reorganization and add
a limited amount of equipment. The sta-
tion set up the post of production manager,
to integrate music, news, and features into
the programs, and rescheduled announcers
to make the most use of each men's special-
ties. Whenever an announcer is on duty
Broadcasting
Telecasting
A
Is You it
BEST BUY
In The SCR ANTON MARKET
but not actually committed to mike duty,
WA\TE sends him out with a battery-oper-
ated recorder to get carefully pre-planned
feature material. WAVE leans heavily on
the four-man radio news staff for the regu-
lar reports from police headquarters, and
set it up for newsmen to call from the news-
room with any bulletins, weather forecasts,
etc.
As for equipment, the station ran a switch-
board phone into police headquarters, where
the WAVE man has access to the city and
county police and fire radios, as well as
first-hand access to all police offices, and
phone contact with the Indiana and Ken-
tucky state police. All studios were equipped
for beeper phone reports. One portable
tape recorder was added to the one WAVE
already had. So far no mobile units have
been needed, the station says.
After a year's run of the "Dial 970" for-
mat, WAVE claims these results:
First — audience. Pulse shows that Wake
Up With WAVE has increased WAVE'S
6-9 a.m. audience by 40 Tc. Carousel in-
creased the 11-to-noon audience 39%.
Roadshow upped WAVE'S 3-6:30 p.m. lis-
tenership by 33%. And Nightbeat increased
its 9-midnight audience by 30%. Not only
statistics, but public comment shows the
increased interest, the station says. For ex-
ample, of the hundreds of telephone calls
which come into the WAVE-AM-TV switch-
board each week, as many calls are con-
cerned with radio as with television, and
if it is an unusually heavy news week, radio
outpulls television. Word-of-mouth audi-
ence comment also has increased markedly,
WAVE claims. Today it is rare when one
of WAVE'S announcers or newsmen goes
somewhere to do a feature for Roadshow
or Nightbeat, that the interviewee isn't al-
ready familiar with the shows.
Second — promotional possibilities. The
"Dial 970" format, WAVE says, is a type
of programming that makes news. The lo-
cal press has carried a number of stories
about "Dial 970" features, and has praised
WAVE for "sparking a rebirth of radio."
Soon after Nightbeat ran a series of inter-
views with juvenile delinquents and reports
from the police cruisers, the local papers
ran similar series. As a result of the "Dial
970" format, WAVE won a national award
for "imagination in programming." Nu-
merous stations — many in larger markets —
wrote for tapes and details, and put varia-
tions on these WAVE shows into use them-
selves. Some stations sent program people
to study the WAVE operation firsthand.
Third— billings. In 1956. WAVE sub-
stantially increased its local and national
spot revenue over that of 1955, and the
1957 trend is still upward.
Fourth — staff morale. By blending jour-
nalism with entertainment, WAVE has been
able to make the fullest possible use of all
the abilities of an experienced announcing
and news staff. As one of them put it: "Disc
jockeying is all right, but this thing makes
us use everything we know — this is a chal-
lenge."
By any yardstick. WAVE feels that its
completelv Monitor-ized format has paid
off.
Study Gives 'Fairbanks7 Value
.ABC Film Syndication has sent to agencies
and advertisers a research bulletin pointing
up the value of the Douglas Fairbanks Jr.
Presents series as a daytime vehicle appeal-
ing to the women audience. Using American
Research Bureau figures in six markets as
a yardstick, ABC Film concludes that adver-
tisers should consider the possibility of using
the series as a daytime strip to "provide con-
sistent advertising . . . for a receptive audi-
ence at a minimum price."
interstate to Do 'Medal' Series
INTERSTATE Television Corp. will film
and release 39 half-hour tv programs to be
titled Medal of Honor in association with
producers Ed Henderson and William Dean,
who have obtained clearances on 39 Medal
of Honor winners. With 13 scripts already
completed by Sam Roeca, production will
begin immediately at Allied Artists Studio
in Hollywood.
NEW LOOK
ANNOUNCER Ben Calderone is
making a fresh start as he moves from
WBAf (FM) New York to WLSH
Lansford, Pa., with a new wife (his
first and only he emphasizes), a new
car and, to complete the picture, a new
name: Burt Benson.
Shirley Temple in Series
TWENTY one-hour dramatic and dramatic-
musical fairy tales to be presented live in
the coming television season by Henry
Jaffe Enterprises will feature Shirley Tem-
ple. Miss Temple, who is coming out of
retirement for the series, will star in the
first production and assume the role of
hostess-narrator in subsequent shows. Net-
work and sponsor are not set.
Movies Buy Rights to Tv Play
PRODUCER-director Stanley Kramer has
acquired screen rights to "Invitation to a
Gunfighter," a Playhouse 90 telecast writ-
ten by Hal Goodman and Larry Klein, first
of this CBS-TV award-winning series to be
purchased for use as theatrical picture. The
screen play will be released through United
Artists.
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
. . . November, 1956
li
W A B C D E all
£ OTHERS
J For 27 years, Seranton's fop
salesman, Bill Pierce dom-
inates the audience in eight
^™ Pennsylvania counties served
by WEJL.
CMmEEKER
£rjf jsxrartlirn <lim$
Es
"Meet the Artist"
BMI's series of program con-
tinuities, entitled "Meet the
Artists," emphasizes the hu-
man side of our great music
performers.
"Meet the Artist" comes to
you as a 15-minute — three-
per-week series of scripts high-
lighting behind the scenes
glimpses into the music busi-
ness . . . the stories of Amer-
ica's favorite musical person-
alities and their song hits. The
material is factual, up-to-the-
minute and presented in an
easy, informal style. Disc
jockeys will enjoy using it —
listeners will appreciate hear-
ing it.
"Meet the Artist" fills a
special need in areas where
such data is not easily avail-
able . . . highly commercial.
BROADCAST MUSIC, INC.
/589 FIFTH AVE., NEW YORK 17, N Y.
Jkm YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
THE COMMUNITY-NEWS "VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "RadiO'Active" MBS
Broadcasting • Telecasting
April 22, 1957 • Page 123
w
TV STATION OWNERS:
Spot
your
signal
where
the
iAjnarket
Get power on the spot
with TV Translators
To achieve complete coverage within
your pattern and reach the "shad-
owed" communities with full power
— put Adler TV Translators into oper-
ation at key spots. More and more
stations are realizing increased
audiences with Adler Translators re-
peating the mother station's signal
on ghost-free, snow-free UHF chan-
nels 70 through 83. Serve your un-
served market — get the full story on
Translators now!
ADLER ELECTRONICS'
UST-10 TV
TRANSLATOR.
RATED OUTPUT:
TEN WATTS
WRITE FOR FULLY DESCRIPTIVE
'QUESTIONS ANSWERED" BROCHURE
PROGRAMS & PROMOTIONS
ADLER ELECTRONICS, INC.
NEW ROCHELLi, N. V.
Value of Radio in Reaching
Women Underscored in Survey
EFFECTIVENESS of radio in reaching
women shoppers who patronize supermar-
kets is detailed in a new Radio Advertising
Bureau study, "Radio Is the Last Word,"
which has been distributed to members.
The study was conducted for RAB by Ad-
vertest Research in all parts of the country,
with almost 10,000 shoppers interviewed.
The study confined its inquiry to the habits
of women who bought one or all of 10 basic
food products, all of which are highly-ad-
vertised.
Among the major findings of the study:
During pre-shopping hours, radio reaches
nearly half again the number of customers
who are exposed to all competing media dur-
ing the same period; supermarket patrons
average more pre-shopping time with radio
than with all other media combined; twice
as many purchasers had heard radio within
30 minutes of the time they were interviewed
than had been exposed to all other media
combined.
'Haunted House' Series Set
ROUNDTREE Productions Inc., Washing-
ton and New York, producer of Martha
Roitndtree's Press Conference on ABC-TV
Monday 9-9:30 p.m., plans to launch a
filmed half-hour series called This House Is
Haunted. The series will examine in detail
the so-called "authentic haunted houses"' in
New York and New Jersey.
GILT ON GUAM
SILENCE is golden. So are some Cad-
illacs. So even is one Quonset hut.
KUAM Agana. Guam, is taking credit
for erecting what certainly is not the
world's first solid gold Quonset hut,
but what well may be the world's first
gilded Quonset hut. The structure,
painted metallic gold, squats in splen-
dor, surrounded by swaying palms on
a rise overlooking the KUAM-AM-
TV buildings. The hut is to be used
as a guest cottage for business visitors
to the island. Its gold finish is more
than glitter, according to KUAM Pres-
ident Harry M. Engel Jr. It was put
on, not merely to impress gold-bear-
ing and/or-bricking guests, but to
reflect rays of the tropical sun.
WSAC's Mobile Unit Series
MOBILE unit spot news reports and human
interest stories are combined with recorded
music in a program being aired by WSAC
Fort Knox, Ky. Titled WSAC Panorama,
program maintains a "news web" with local
police and civic groups for feeding news by
telephone lines to the program. Mobile unit
roves entire state for remote pickups of in-
terviews and spot news reports. Program is
aired daily from 8 a.m. to 4 p.m.
THE LUCKY NUMBER, 37, is the total of Detroit Tiger games to be co-sponsored
over a seven-station tv network by Goebel Brewing Co. and Speedway Petroleum
Corp. this season. Emphasis is on weekend and night games. The sponsors, who
have teamed to present the Tigers in seasons past, also will broadcast the games
over a 42-station radio network. Principals are (1 to r) Harry Sisson, secretary of
the Detroit Baseball Co.; John J. Carroll, managing director of WKMH Dearborn,
Mich., key station for radio coverage; E. J. Anderson, president of Goebel Brewing
Co.; William Michaels, vice president-general manager, WJBK-TV Detroit, key tv
station; W. B. Doner, president of W. B. Doner & Co., agency for Speedway; C.
William Sucher, president of Speedway Petroleum Corp.: F. Sibley Moore, vice
president of WJR Detroit, outlet for Tiger night games, and John Passmore, assistant
media director of Campbell-Ewald Co., agency for Goebel. In the tv lineup are
WJBK-TV, WKZO-TV Kalamazoo, WJIM-TV Lansing, WNEM-TV Bay City,
WWTV (TV) Cadillac, WPBN-TV Traverse City, all Mich., and WSPD-TV Toledo,
Ohio. The radio network is concentrated in Michigan and includes WTOD Toledo.
Page 124 • April 22, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
April 11 through April 17
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Tv Stations
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through April 17
Appls.
In
On
Pend-
Hear-
Air
Licensed Cps
ing
ing
Am
3,024
3,001 225
365
145
Fm
540
520 49
54
0
Tv Summary through April 17
Total Operating Stations in U. S.:
Uhf
Commercial
Noncomm. Education
Vhf
385
18
Total
4731
232
FCC Commercial Station Authorizations
As of February 28, 1957 *
Grants since July 11, 7 952:
Am
Km
Tv
Licensed (all on air)
3.000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New stations requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
Licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
(When FCC began processing application*
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
26
Uhf Total
323 674i
21 472
Applications filed since April 14, 7952;
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial 1,083
337
843
574
1,418-
Noncomm. Educ. 66
37
28
65*
Total 1,149
337
878
602
1,482s
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
5 One applicant did not specify channel.
4 Includes 44 already granted.
5 Includes 718 already granted.
APPLICATIONS
Hibbing, Minn. — Carl Bloomquist, vhf ch. 10
(192-198 mc); ERP 10.6 kw vis., 5.3 kw aur.; ant.
height above average terrain 633 ft., above
ground 437 ft. Estimated construction cost S133,-
983. P. O. address 715 Grant Ave.. Eveleth. Minn.
Studio location Hibbing. Trans, location St. Louis
County. Geographic coordinates 47 1 22' 52" N.
Lat., 92° 57' 18" W. Long. Trans. -ant. RCA. Con-
sulting engineer Vandivere, Cohen and Wearn,
Washington. D. C. Mr. Bloomquist. owner WEVE
Eveleth, will be sole owner. Announced April 16,
Wilmington, N. C— New Hanover Bcstg. Co.,
vhf ch. 3 (60-66 mc); ERP 100 kw vis., 50 kw aur.;
ant. height above average terrain 466 ft., above
ground 523 ft. Estimated construction cost S413,-
128. first year operating cost S200.000. revenue
$250,000. P. O. address Box 869. Wilmington.
Studio location Wilmington. Trans, location
Pender County. Geographic coordinates 34° 24'
17.7" N. Lat., 77° 55' 21.2" W. Long. Trans.-ant.
RCA. Legal counsel Verne R. Young, Washington,
D. C. Consulting engineer Lohnes and Culver,
Washington, D. C. Principals include J. S. Brody
(49.34^), 49.34% owner WGNI Wilmington, 20%
WFIG Sumter, S. C, and Leo Brody (25%),
24.5% WLPM Suffolk, Va. and 25% WGNI. An-
nounced April 11.
Toledo, Ohio — Greater Toledo Educational Tele-
vision Foundation Inc., uhf ch. 30 1566-572 mc);
ERP .3 kw visual, .15 kw aural: antenna height
above average terrain 187 ft., above ground 199
ft. Estimated construction cost $42,033, first year
operating cost $35,100, revenue $35,100. Post office
address 121 Southard Ave., Toledo. Studio loca-
tion Toledo. Transmitter location Lucas County.
Geographic coordinates 41s 39' 44" N. Lat..
83° 36' 52" W. Long. Trans. -Ant. GE. Legal coun-
sel Krieger and Jorgensen, Washington, D. C.
Consulting engineer A. R. Bitter, Toledo. Toledo
School Board will operate station as non-com-
mercial educational tv. Announced April 11.
Kennewick, Wash. — Columbia River Television
Co., uhf ch. 25 (536-542 mc); ERP 8.22 kw vis.,
4.93 kw aur.; ant. height above average terrain
1 ft., above ground 185 ft. Estimated construction
cost $76,000, first year operating cost $108,000,
revenue $140,000. P. O. address f v Stuart Nathan-
son, Black Angus Motel, Kennewick. Studio loca-
tion Kennewick. Trans, location Benton County.
Geographic coordinates 46c 12' 37" N. Lat., 119°
09' 07" W. Long. Trans.-ant. GE. Legal counsel
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
FULLTIME
NETWORK
$150,000
Excellent area.
Profit plus poten-
t i a 1. Well
equipped.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
DAYTIME
INDEPENDENT
$65,000
Good tobacco and
agricultural area.
Real profit-
maker. $25,000
down.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
MAJOR
FULLTIME
$900,000
This property
represents high
market accept-
tance and profits.
Financing avail-
able to qualifying
buvers.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
FULLTIME
NETWORK
$100,000
A single station
market. Record
of earnings. Ex-
cellent assets.
29% down.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
FULLTIME
NETWORK
$58,000
A good Pacific-
Northwest mar-
ket with diverse
economy. Good
equipment. S16,-
000 down.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
April 22, 1957 • Page 125
FOR THE RECORD
Saul Levine, Los Angeles, Calif. Consulting engi-
neer Ron Oakley, La Canada, Calif. Principals
include Mr. Nathanson (25%), former producer-
director with KEPR Yakima-Pasco, Wash., B. K.
Phillipps (18%%), auto sales manager, C. N. Host-
koetter (18%%), real estate interests, and four
others. Announced April 10.
New Am Stations . . .
ACTIONS
Mountain Home, Idaho — Mountain Home Radio
Inc., granted 1340 kc, 250 w U. Post office address
c/o Lou Clemens, Box 2635, Boise, Idaho. Esti-
mated construction cost $17,171, first year operat-
ing cost $32,175, revenue $40,750. PrinciDals include
Lou Clemens (38.5%), Roger L. Hagadone (22%),
Richard K. Mooney (21.5%) and others. Mr.
Clemens is employe of KGEM Boise. Mr. Haga-
done and Mr. Mooney are president and vice
president, respectively, of KYME Boise. An-
nounced April 17.
Hastings, Mich. — Donald G. Garey, granted 1220
kc, 250 w D. Post office address P. O. Box 289,
Hastings. Estimated construction cost $16,733.12,
first year operating cost $48,000, revenue $60,000.
Mr. Garey, sole owner, holds motion picture
theater interests. Announced April 17.
Livingston, Tex. — Polk County Bcstg. Co.,
granted 1440 kc, 1 kw D. Post office address 3111
Fern St., Pasadena, Tex. Estimated construction
cost $11,413, first year operating cost $26,000, reve-
nue $30,000. Principals include Harold J. Haley
(45%), business interests; Robert M. Sutton
(45%), employe at KTRK-TV Houston, Tex., and
Donald L. Gulihur (5%), engineer at KTRK (TV)-
KTRH Houston. Announced April 17.
Bellevue, Wash. — Bellevue Broadcasters, granted
1330 kc, 1 kw DA-D. Post office address P. O. Box
838, Bellevue. Estimated construction cost $23,364,
first year operating cost $55,000, revenue $65,000.
Principals include partners R. Kemper Freeman
(83.34%), business interests, and Mrs. Florence G.
Hayes (16.66%), nurse. Announced April 17.
Douglas, Wyo. — Douglas Bcstg. Inc., granted
1050 kc, 250 w D. P. O. address c/o J. Howard
Jones, 1227 Clark St., Thermopolis, Wyo. Esti-
mated construction cost $17,447, first year oper-
ating cost $24,000, revenue $30,000. Principals
include Mr. Jones, pres. (17%), employe, KTHE
Thermopolis; Elmer Tanner (25%), stockman-
farmer; Luke McNeil (25%), Thermopolis sheep
grower; Joe C. Henry (8.33%), mgr. -minor stock-
holder, KTHE. Announced April 17.
APPLICATIONS
Clarkesville, Ga.— WWCS Bcstg. Co., 1220 kc,
250 w D. P. O. address William C. Strange, Rte. 1,
Cornelia, Ga. Estimated construction cost $22,389,
first year operating cost $24,000, revenue $36,000.
Mr. Strange, cafe owner and student, will own
60% and Donald J. Stewart, automobile dealer,
will own 40%. Announced April 15.
West Point, Ga — Radio Valley Inc., 910 kc, 500
w D. Post office address Box 427, West Point.
Estimated construction cost $17,225, first year
operating cost $36,000, revenue $48,000. J. Dige
Bishop (45%), 20% WCTA-AM-TV Andalusia,
Ala., owner WJDB Thomasville, Ala., Clement J.
Murphy (35%), salesman WLAG LaGrange, Ga.,
and Wyatt R. Kitchens {20%), vat dye interests,
will be owners. Announced April 12.
Halfway, Md.— The Four States Bcstg. Co., 1410
kc, 1 kw D. P. O. address % John L. Miller, 305
W. Wilson Blvd., Hagerstown, Md. Estimated con-
struction cost $17,409, first year operating cost
$38,000, revenue $42,000. Mr. Miller, stockholder
WARK Hagerstown, will be sole owner. An-
nounced April 12.
Holyoke, Mass. — Alfred R. Grandchamp, 1220
kc, 250 w D. Post office address c/o Mr. Grand-
champ, 54 Canal St., Holyoke. Estimated con-
struction cost $12,215, first year operating cost
$45,000, revenue $60,000. Mr. Grandchamp, print-
ing interests, will be sole owner. Announced
April 12.
Middleport-Pomeroy, Ohio — Mountain State
Bcstg. Inc., 1370 kc, 1 kw D. Post office address
1200 E. Pike St., Clarksburg, W. Va. Estimated
construction cost $22,705, first year operating cost
$26,000, revenue $32,000. Mountain State president
is Glacus G. Merrill. Announced April 12.
Robston, Tex. — Petty Durwood Johnson, 1470
kc, 500 w D. P. O. address 3530 Bismarck St.,
Vernon, Tex. Estimated construction cost $16,535,
first year operating cost $27,000, revenue $36,000.
Mr. Johnson, % owner KVWC Vernon, will be
sole owner. Announced April 15.
Existing Am Stations . . .
APPLICATIONS
WFAR Farrell, Pa. — Seeks cp to change hours
to unl., power to 1 kw D and 500 w N, change
trans, location and install DA-N. Announced
April 10.
WEMB Erwin, Tenn. — Seeks cp to change fre-
quency to 590 kc, power to 500 w and change ant.
system. Announced April 10.
KGVL Colville, Wash. — Seeks cp to change
frequency to 1270 kc. Announced April 12.
New Fm Stations . . .
APPLICATIONS
Birmingham, Ala. — James V. Melonas, 93.7 mc,
20 kw unl. Post office address c/o Mr. Melonas,
1603 N. 26th St., Birmingham. Estimated con-
struction cost $10,200, first year operating cost
$15,000, revenue $25,000. Mr. Melonas, restaurant
owner, will be sole owner. Announced April 11.
Peekskill, N. Y.— Highland Bcstg. Corp., 107.5
mc, 18.4 kw unl. Post office address Box 188,
Peekskill. Estimated construction cost $19,076,
first year operating cost $11,420, revenue $15,860.
Highland Bcstg., licensee of WLNA Peekskill,
will be owner. Irving E. Cottrell is Highland
president. Announced April 12.
Austin, Tex.— Frank L. Scofield, 95.5 mc, 1.372
kw unl. Post office address c/o Mr. Scofield, 308
Littlefield Bldg., Austin. Estimated construction
cost $10,000, first year operating cost $12,000, reve-
nue $15,000. Mr. Scofield, attorney and ranching
interests, will be sole owner. Announced April 11.
Ownership Changes . . .
ACTIONS
KBAY-TV San Francisco, Calif— Granted as-
signment of cp from Leonard and Lily Averett to
Sherrill C. Corwin tr/as Bay Television for $1,750.
Mr. Corwin is vice pres. -16% owner of Imperial
Bcstg. System Inc., licensee of KPRO Riverside,
KROP Brawley, KYOR Blythe and KREO Indio,
all Calif. Announced April 17.
WGCS Arlington, Fla. — Granted assignment of
cp from William F. Askew to Thomas Carr for
$1,000. Mr. Carr owns WD AT Daytona Beach, Fla.
Announced April 17.
WAKE Atlanta, Ga. — Granted assignment of
license from Bartell Bcstrs. Inc. to WAKE Bcstrs.
Inc., for $80,000. Corporate change. No change of
control. Announced April 12.
WJAT Swainsboro, Ga. — Granted assignment of
license from Jack A. and Nancy M. Thompson
to James R. Denny and Webb Pierce for $125,000.
Mr. Denny and Mr. Pierce, music publishing in-
terests, will be equal partners. Announced April
17.
WHLT Huntington, Ind. — Granted assignment
of cp from Huntington Valley Bcstrs. to Hunting-
ton Bcstg. Co. for $1 and payment of expenses
incurred in procuring cp. Corporate change. No
change of control. Announced April 9.
WINN Louisville, Ky. — Granted relinquishment
of positive control of licensee corporation by
Emil J. Arnold, through sale of stock to Robert
Wasdon (25%) and Jack Siegel (25%) for $500
from each. Mr. Wasdon and Mr. Siegel own
VVIOD Sanford, Fla., 50% WALT Tampa, Fla., and
WHIY Orlando, Fla., and both are directors of
WMFJ Daytona Beach, Fla., and WINN. An-
nounced April 17.
WORC Worcester, Mass. — Granted negative
control of licensee corporation by Robert F.
Bryar through purchase of stock (25%) from
Shir'ey L. Bryar for $10,000. Announced April 9.
WELL Battle Creek, Mich. — Granted assign-
ment of license from Federated Publications Inc.
to Southern Michigan Bcstg. Corp. for $100,000.
Principals include Frederick A. Knorr (23.8%),
Walter O. Briggs Jr. (14.27%) and six others.
Announced April 17.
WOOD-AM-TV Grand Rapids, Mich., WTCN-
AM-TV Minneapolis, Minn., WFBM-AM-TV In-
dianapolis, Did. — Granted assignment of license
from Consolidated Television & Radio Bcstrs.
Inc. to Time Inc. for $15,750,000. Time Inc. owns
KLZ-AM-TV Denver, Colo., and KDYL-AM-TV
Salt Lake City, Utah. Grants subjert to Time
Inc. divesting all interest in KOB-AM-TV Albu-
querque, N. M. KOB-AM-TV transfer was
granted in March. Announced April 17.
KLCB Libby, Mont. — Granted assignment of li-
cense from Lincoln County Bcstrs. Inc. to Frank
Reardon for $19,000. Mr. Reardon, owner 90%
KBOW Butte, Mont, and stockholder KGEZ
Kalispell, Mont., will be sole owner. Announced
April 17.
KRUL Corvallis, Ore. — Granted assignment of
license from Pacific States Radio Co. to Benton
Bcstrs. Die, for $10,000. Equal partners are Rob-
ert G. Beattie, chief engineer KRUL, Donald C.
Wilkinson, chief engineer KPDQ Portland, Ore.,
and Dale K. Allison, program director KPDQ.
Announced April 17.
KLOR (TV) Portland, Ore.— Granted transfer of
control of licensee corporation from Oregon Tele-
vision Inc. to George Haggarty for $1,794,865. Mr.
Haggarty, attorney and banking interests, will be
sole owner. Announced April 17.
WEAN, WPJB-FM Providence, R. I.— Granted
transfer of control of licensee corporation from
all stockholders to voting trustees. Corporate
change. No change of control. Announced April
17.
KSTV Stephenville, Tex. — Granted assignment
of license from Oscar H. Halvorson and Olaf
Folkvord to Dixie Bcstrs. for $55,000. Cyril W.
Reddoch (66%%) and Ralph L. Hooks (331/,3%),
are Dixie owners. Dixie Bcstrs. is applicant for
am in Blakely, Ga. Announced April 17.
KNEW Spokane, Wash. — Granted assignment
of license from Inland Empire Bcstg. to Mount
Rainier Radio & Television Bcstg. Corp. Corpo-
rate change. No change of control. Announced
April 12.
APPLICATIONS
KDOO Ridgecrest, Calif. — Seeks assignment of
cp from Harold C. Singleton to Tower Bcstg. Co.
for $1,500. Frank E. Heuschkel (45%), liquid gas
interests, Herbert W. Hall (45%), chief engineer
KCRE Crescent City, Calif., and Leland F. Small-
wood (10%), radio-tv sales-service interests, will
be owners. Announced April 15.
WFBF Fernandina Beach, Fla. — Seeks assign-
ment of license from Fernandina Beach Bcstrs. to
Murray Bcstg. Co. for $60,000. Edward G. Murray,
former film buyer WRCV-TV Philadelphia, Pa.,
will be 97% owner. Announced April 16.
WONN Lakeland, Fla. — Seeks assignment of li-
cense from Coastal Bcstg. Co. to Noyes Enter-
prises Inc. Corporate change. No change of con-
trol. Announced April 12.
WDBO-AM-FM-TV Orlando, Fla. — Seeks as-
signment of license from Orlando Bcstg. Co. to
Cherry Bcstg. Co. for $2,461,000. William S.
Cherry Jr., 44.9% owner WPRO-AM-FM-TV Prov-
idence, R. I., will be 85% owner. Announced
April 16.
WJCM Sebring, Fla. — Seeks assignment of li-
cense from Clearfield Bcstrs. Inc. to Progressive
Publishing Co. Corporate change. No change of
control. Announced April 16.
KVNI Coeur d'Alene, Idaho — Seeks assignment
of license from Alan H. Pollock to Northern
Idaho Bcstg. Co. for $65,000. Herbert C. Rice,
vice pres. Mutual Bcstg. System, will be 99%
owner. Announced April 16.
WAIT Chicago, HI. — Seeks assignment of license
from Radio Station WAIT to Radio Station WAIT
for $98,000. Owners will be Oscar Miller, Ger-
trude Miller, Julius Miller and Bertha L. Miller.
Announced April 16.
WPEO Peoria, 111. — Seeks assignment of li-
cense from WREO Inc. to Dandy Bcstg. Corp. for
$65,000. Equal partners are Merritt Owens, ad-
vertising interests, Robert E. Sharon, salesman
WHB Kansas City, Mo., Kenneth R. Greenwood,
salesman WHB, and Lee Vaughn, attorney. An-
nounced April 12.
WBOW Terre Haute, Ind. — Seeks assignment of
license from Banks of Wabash Inc. to Radio
WBOW Inc. for $108,000. Jerome W. O'Connor,
owner WPFA Pensacola, Fla., will be 70% owner.
Thomas L. Davis, 50% owner KLEE Ottumwa,
Iowa, and Ray Freedman, advertising interests,
will each be 13.4% owners. Announced April 11.
KCRG-AM-TV Cedar Rapids, Iowa— Seeks
transfer of control of Gazette Company (parent
corporation of licensee corporation) from five
voting trustees to all 11 stockholders. Corporate
change. No change of control. Announced April
11- - "
WKDL Clarksdale, Miss. — Seeks assignment of
license from Anne P. McLendon and W. L. Kent
to Coahoma Bcstg. Inc. for $40,000. Equal part-
ners are John B. Craddock, news & sports direc-
tor WALB-AM-TV Albany, Ga., Tommy R. Still-
wagon, gen. mgr. WALB-AM-TV, and Joseph G.
Midwest
mmlooo.oo
$J39OOO.O0
Profitable operation with
$15,000 down will handle
excellent potential in medi-
this profit-maker in small but
um-sized market. $25,000
solid market. Reasonable
down and balance over five
payout on balance.
|| years.
NEGOTIATIONS • FINANCING • APPRAISALS
^BLackburn & Gompanu
WASHINGTON, D. C.
ATLANTA
James W. Blackburn
Clifford B. Marshall
Jack V. Harvey
Stanley Whitaker
Washington Building
Healey Building
STerling 3-4341
Jackson 5-1576
Page 126 • April 22, 1957
Broadcasting • Telecasting
PIROFFSISITOMAI (TATRT1S!
Jtr JCv jT jLj \3 \3 A V7 1^1 Jr\ JLy V^/ Jr\ J1X LJ \3
JANSKY & BAILEY INC.
Executive Offices
735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W
Vashington, D. C. ADams 4-2414
Member AFCCE *
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
— Established 1026—
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
wcwnuc , umvij
CONSULTING ENGINEERS
RADIO 8, TELEVISION
501-514 Munsey Bldg. STerling 3-01 1 1
Washington 4, D. C.
Member AFCCE '
Commercial Radio Equip. Co.
Eveeett L. Dillard, Gen. Mgr.
NTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
'. 0. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE *
RUSSELL P. MAY
'11 14tfa St., N. W. Sheraton Bldg.
Vashington 5, D. C. REpublic 7-3984
Member AFCCE *
L H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
— ■ ■
A CADI fllllllM ID
A. CAKL CULLU/Yi, JK.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CResrview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
L I IN IN C J/V1EDT
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
,"FO p ADAIR ENG CO
Consulting Engineers
Radio-Television
Communications-Electronics
610 Eye St., N.W., Washington, D. C.
ixtcutive 3-1230 Executive 3-5351
Member AFCCE*
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
WILLIAM E. BiNNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
JOHN B. HEFFELFINGER
1401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
;
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
" 420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
\ SERVICED
IRECTOI
t Y
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technic */ Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS — Specialists m
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants"
Norwood J. Patterson, Owner
1111 Market Street San Francisco, Calif.
MArket 1-8171
Member AFCCE*
Broadcasting • Telecasting
April 22, 1957 • Page 127
Rachuba, switcher WALB-TV. Announced April
11.
KUDI Great Falls, Mont— Seeks transfer of
control of licensee corporation from Community
Bcstrs. to Walter N. Nelskog, Paul Crain, D. Gene
Williams and Delbert Bertholf for $70,000. Mr.
Nelskog, 50% owner KUTI Yakima, Wash., and
KYNG Coos Bay, Ore., and 16%% KORD Pasco,
Wash., Mr. Williams, 51% KSPO Spokane, Wash.,
50% KOYN Billings, Mont., and 25% KUTI, Mr.
Bertholf, 39% KSPO. 50% KOYN and 25% KUTI,
and Mr. Crain, mgr. KUTI, are equal partners.
Announced April 16.
WMSJ Sylva, N. C. — Seeks assignment of cp
from Harold H. Thorns to WMSJ Inc. for $300.
Equal partners are Harold H. Thorns, Meredith
S. Thorns, Matilann Thorns and James B. Child-
ress, mgr. WEMH Marshall, N. C. Announced
April 16.
WMPT Williamsport, Pa. — Seeks assignment of
cp from Jefferson Bcstg. Co. to Galen D. Castle-
bury Jr. for $215.27. Mr. Castlebury, 5% owner
WFRM Coudersport and WNBT Wellsboro, both
Pa., will be sole owner. Announced April 16.
WNRI Woonsocket, R. I. — Seeks assignment of
license from John F. Doris, Receiver, to Friendly
Bcstg. Inc. Court ordered receivership dissolved.
Announced April 15.
KCRS Midland, Tex. — Seeks assignment of li-
cense from Ruth Scharbauer and Clarence Schar-
bauer Jr. to Midland Bcstg. Co. for $220,000.
Wendell Mayes, controlling stockholder KBWD
Brownwood, Tex. and KNOW Austin, Tex., 50%
owner KTOK Oklahoma City, Okla., 30% KSNY
Snvder, Tex., 20% KXOL Fort Worth, Tex. and
40% WACO Waco, Tex., will be 96% owner.
Announced April 16.
KQTY Everett, Wash. — Seeks assignment of cp
from Snohomish County Bcstg. Co. to Walter N.
Nelskog, Paul Crain and Archie Baker. Mr. Nels-
kog (49%), 50% owner KUTI Yakima, Wash, and
KYNG Coos Bay, Ore. and 16%% KORD Pasco,
Wash., Mr. Crain (33%), gen. mgr. KUTI, and Mr.
Baker (18%), attorney, will d/b as Snohomish
County Bcstg. Co. Announced April 16.
KOWB Laramie, Wyo. — Seeks transfer of con-
trol of licensee corporation from Snowy Range
Bcstg. Co. to KOWBoy Bcstg. Co. for $75,000.
Richard P. McKee (51%), former teacher-coach,
and Virginia A. McKee (48%), former tv writer,
are KOWBoy principals. Announced April 16.
Routine Roundup . . .
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of April 12
KDMS EI Dorado, Ark. — Granted license cover-
ing increase power, install new trans., and change
ant. -trans, location.
The following were granted extensions of com-
pletion dates as shown: WCGC Belmont, N. C,
to 7-11; WORC Worcester, Mass., to 10-11, condi-
tions; WELK Charlottesville, Va., to 8-29, con-
ditions.
Actions of April 11
KXGI Fort Madison, Iowa — Granted license
covering increase power from 500 w to 1 kw.
KCKN Kansas City, Kans. — Granted license
covering change ant. -trans, and studio location,
changes in ant. system (decrease height).
WWWS Greenville, N. C— Granted license for
educational fm.
WDEW Westfield, Mass.— Granted mod. of cp
to change ant. -trans, and studio location, make
changes in ant. system (decrease height).
WKTS Brooksville, Fla. — Granted mod. of cp
to change type trans., change ant. system (in-
crease height) and change name of permittee to
Elmo B. Kitts, tr/as Hernando Bcstg. Co.
The following were granted extensions of com-
pletion dates as shown: WCHS-TV Charleston,
W. Va., to 8-1; KTCA-TV St. Paul, Minn., to
10-17; KEDY-TV Big Spring, Tex., to 8-5; WNAO-
TV Raleigh, N. C, to 8-1; WGTV (TV) Athens,
Ga., to 11-5; WFGA-TV Jacksonville, Fla., to 7-29;
WCAR Detroit, Mich., to 10-29.
Actions of April 10
Granted licenses for the following tv stations:
K ARK-TV Little Rock, Ark; KUAM-TV Agana,
Guam; KLIX-TV Twin Falls, Idaho; KFJZ-TV
Fort Worth, Tex.; KREX-TV Grand Junction,
Colo.; WDMJ-TV Marquette, Mich.; KMSO-TV
Missoula, Mont.
WBIR-TV Knoxville, Tenn.— Granted exten-
sion of completion date to 11-1.
Actions of April 9
WRBL-TV Columbus, Ga.— Granted license for
tv station.
KFVS-TV Cape Girardeau, Mo.— Granted li-
cense for tv station.
KSYD-TV Wichita Falls, Tex.— Granted license
for tv station.
KCHJ Delano, Calif. — Granted license covering
change power, hours, install DA-2 and change
type trans.; conditions.
KIYI Shelby, Mont. — Granted license to change
facilities, install DA-N, install new trans., change
ant.-trans. location, change ant. system and op-
erate trans, by remote control using nondirec-
tional ant.; condition.
WCTV (TV) Thomasville, Ga.— Granted license
for tv station and change studio location.
WOSU-TV Columbus, Ohio— Granted license
for educational tv station.
KRMA-TV Denver, Colo. — Granted license for
educational tv station.
WEAW Evanston, HI. — Granted mod. of license
to change studio location to Skokie, 111.
KXRJ Russellville, Ark. — Granted cp to change
trans, and studio location and operate trans, by
remote control; condition.
WDSM-TV Superior, Wis.— Granted cp to in-
stall new ant. system, specify trans, location and
change ERP vis. 100 kw, aur. 50 kw.
The following were granted extensions of com-
pletion dates as shown: WBRE-TV Wilkes-Barre,
Pa., to 9-1; WIPR-TV San Juan, P. R., to 10-30;
WETV (TV) Atlanta, Ga., to 11-1; WHOL Allen-
town, Pa., to 7-9; WMPY Salisbury, Md., to 10-1.
Actions of April 8
WCFM Williamstown, Mass. — Granted license
for educational fm.
The following were granted extensions of com-
pletion dates as shown: KPIC Roseburg, Ore., to
10-25; WHYY-TV Philadelphia, Pa., to 10-1;
KIDO-TV Boise, Idaho, to 10-27; KSWS-TV Ros-
well, N. M., to 6-8.
Action of March 21
KNDC Hettinger, N. D. — Granted permission
to operate specified hours, 6 a.m. to 8 p.m., Mon-
days through Saturdays, and 8 a.m. to 3 p.m.,
Sundays, except for special events, through
present license period.
Actions of March 18
WDSU-TV New Orleans, La. — Granted exten-
sions of completion date to 4-20.
April 1 1 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates: WORC Worcester, Mass.; WCAR De-
troit, Mich.; KODE Joplin, Mo.; WCGC Belmont,
N. C; WELK Charlottesville, Va.; WFGA-TV
Jacksonville, Fla., to 4-29-57; WGTV (TV)
Athens, Ga.
License to Cover Cp
KAGH Crossett, Ark. — Seeks license to cover
cp which authorized change frequency, hours
from unl. to D, ant.-trans. location and remote
control trans.
WKEN Dover, Del. — Seeks license to cover cp
which authorized new am.
WFST Caribou, Me. — Seeks license to cover cp
which authorized increase power to 5 kw and
install new trans.
KWEL Midland, Tex. — Seeks license to cover
cp which authorized new am.
April 12 Applications
ACCEPTED FOR FILING
Modification of Cp
WHYS Ocala, Fla.— Seeks mod. of cp to change
ant.-trans. -studio locations and type trans.
KTVI (TV) St. Louis, Mo.— Seeks mod. of cp
to change ch. to ch. 2, ERP to 100 kw vis., 50
kw aur. and studio location.
License to Cover Cp
WKLV Blackstone, Va. — Seeks license to cover
cp which authorized change frequency, increase
power, change hours and change ant.-trans.
location.
WYTI Rocky Mount, Va. — Seeks license to
cover cp which authorized new am.
April 15 Applications
ACCEPTED FOR FILING
Modification of Cp
WPST-TV Miami, Fla.— Seeks mod. of cp to
change aur. ERP to 195 kw, specify studio loca-
tion as SE corner Biscayne Blvd. and NE 21st
St., Miami and change trans, location to ap-
proximately three miles NNE of North Miami.
WMVS-TV Milwaukee, Wis.— Seeks mod. of cp
to change ERP to 82.61 kw vis., 44.18 kw aur. and
change trans, location to NE corner Port Wash-
ington Rd. and Donges Bay Rd., Mequon, Wis.;
also install new ant. system and make other
equipment changes.
License to Cover Cp
KPOL Los Angeles, Calif. — Seeks license to
cover cp which authorized change hours, install
DA-N and change studio location.
WPLM Plymouth, Mass. — Seeks license to cover
cp which authorized increase power, and install
new trans.
April 16 Applications
ACCEPTED FOR FILING
Modification of Cp
KPIK Colorado Springs, Colo. — Seeks mod. of
cp to change ant. -trans. -studio location, remote
control trans, and make other equipment changes.
KRBB (TV) El Dorado, Ark. — Seeks mod. of
cp to change ERP to 316 kw vis., 171 kw aur.,
change trans, location, install new ant. system.
WTWO (TV) Bangor, Me. — Seeks mod. of cp
to change ERP to 36.35 kw vis., 18.175 aur. and
minor equipment changes.
Following seek mod. of cp to extend comple-
tion dates as shown: WDMG Douglas, Ga., WSBR
Warwick, R. I., KOYL Odessa, Tex., WSPD-TV
Toledo, Ohio, to 11-2-57: WBUF (TV) Buffalo,
N. Y., to 10-1-57; KSTF (TV) Scottsbluff, Neb.,
to 8-12-57; WTOV-TV Norfolk, Va., to 10-16-57;
KMOT (TV) Bismarck, N. D., to 10-5-57.
License to Cover Cp
WIOD Sanford, Fla. — Seeks license to cover
cp which authorized new am.
WQOK Greenville, S. C. — Seeks license to
cover cp which authorized DA-N only.
UPCOMING
April
April 22: United Press Broadcasters of Conn.,
Hotel Statler, Hartford.
April 22: Connecticut Broadcasters Assn., Statler
Hotel, Hartford, Conn.
April 22-26: American Film Assembly, Statler
Hotel, New York.
April 24-26: Annual Conference, American Pub-
lic Relations Assn., Warwick Hotel, Philadel-
phia, Pa.
April 24-26: 7th region Institute of Radio Engi-
neers conference and show, Balboa Park, San
Diego.
April 25-27: Annual meeting of the American
Assn. of Advertising Agencies, the Greenbrier,
White Sulphur Springs, W. Va.
April 25-27: Western States Advertising Agencies
Assn., annual conference, Oasis and Desert
Inn Hotels, Palm Springs.
April 25-27: New Mexico Broadcasters Assn.,
Deming.
April 25-28: Annual convention, American Women
in Radio & Television, Chase Park-Plaza Hotel,
Continues on page 133
Broadcasting • Telecasting
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
CHICAGO
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-3688
Page 128 • April 22, 1957
CLASSIFIED ADVERTISEMENTS
RADIO
RADIO
RADIO
Help Wanted
Staff for new am N.Y.C. area Chief, know equip-
ment. Announcers, salesmen, continuity. Send
resumes, tapes to Box 424G, B«T.
Several men needed by progressive, fast grow-
ing, multiple station organization. Sales manager,
chief engineer, engineer-announcer, salesmen-
announcers, announcer-copywriter, and staff an-
nouncers. Better than average pay for right men.
Send full particulars first letter including refer-
ences, photo and audition if announcer applicant.
Box 433G, B«T.
Management
Here's a chance of a lifetime for program direc-
tor or chief announcer to step up to management
level. Growing organization in eastern United
States needs a young married man with car for
assistant manager position. Job offers opportu-
nity at managership in near future. Send tape,
resume, photo to Box 861E, B«T.
5 figure income for top-noteh salesman with
management background for leading independent
in Ohio. Box 226G, B«T.
Manager or sales manager fully experienced in
both phases, can earn five figure salary with un-
limited opportunity in a radio chain specializing
in negro programming in a top market in the
U. S. Please send management and sales back-
ground with photo and complete details in first
replv. Box 440G, B»T.
Sales
Excellent opportunity for a young experienced
salesman, preferably in his early thirties and
married, to earn the position of sales manager
of the top-rated 5000 watt station in a small New
England city. Starting compensation of S100 per
week against 15^ commission. A responsible
salesman with ideas ready to advance rapidly.
Write details and enclose photo to Box 347G, B'T.
If you can sell them and keep them serviced . . .
live on S5.000 to 56,500 a year . . . and realize
high pressure sales are short lived . . . there's a
job for you in the nothern Indiana vacationland.
Write Box 365G, B-T.
Opportunity for experienced salesman. Good
market. Good deal. KFRO, Longview, Texas.
We're expanding! Young music and news inde-
pendent with young executives and young staff
looking for others who live-eat -breath-sleep
radio. Grow with us as salesman, announcers,
news directors, etc. KGEN. Tulare, California.
WFRL, Freeport, Illinois offers $400.00 per month
initial guarantee for 3 months, then guaranteed
draw and commission proposition that pays up
to 40%. Call Dave Taylor.
Announctrt
S700 a month for DJ with glib, fast-paced de-
livery. Rhyming intros to records. Limited rock
'n roll, mostly good pops and albums. Wanted by
station in Midwest. Box 781E. B*T.
Leading southern daytime station wants an-
nouncer-copywriter; salary open; no drifters.
Box 252G, B>T.
Multiple station operation needs combination
pop — r & r DJ's. Send tape and resume. Box
264G, B«T.
Illinois station seeks network quality announcer
on local station budget. $80.00 for 44 hours. Box
265G, B-T.
Number 1 station in Florida east coast market
needs two hard working production perfect per-
sonality announcers willing to write copy and
produce commercials. Box 321G, B-T.
First phone combo strong on announcing. East-
ern Michigan. If you've got it— we'll buy it.
Box 348G, B-T.
Help Wanted— (Cont'd)
Announcers
Xeed a 1st class combo man, no technical work
. . . start at S80 a week with $5 increase after 13
weeks of 40 hours a week. Vacation paid . . .
hospital benefits insurance plan . . . and good
working conditions in northern Indiana. Reply
Box 364G, B-T.
Tuscon, Arizona, prestige station needs announc-
er-salesman. Salary for announcing, draw against
twenty percent for sales. Send tape and ref-
erences, along with present sales resume. Box
388G, B-T.
Manager-salesman, 500 watt daylight station, 5000
population northeast Texas town. Salary plus
commission. Radio programming experience es-
sential; sales, desirable. Box 389G. B-T.
Announcer-engineer, 500 watt daylight station,
5000 population northeast Texas town. Salary
plus advancement opportunity. 1st phone re-
quired; announcing experience, desirable. Box
390G. B-T.
Wanted immediately — combination engineer-an-
nouncer for central Virginia station. Must have
first class ticket. Good salary. Send vour tape and
data. Box 406G, B-T.
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 20r per
word
$2.00 minimum
• HELP WANTED 25 6 per word
$2.00 minimum
• All other classifications 30c per word
S4.00 minimum
• DISPLAY ads £15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 cbarge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Xumber one negro station — primary market —
offers outstanding opportunity to experienced
negro DJ with exceptional voice and personality.
Send letter and recent photograph immediately,
with audition tape following. Box 415G, B-T.
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 421G, B-T.
Arizona radio station wants hotshot DJ. Must be
outstanding. Please do not submit tape if you are
just average. Box 422G, B»T.
Experienced announcer with first. No mainte-
nance. Write KAGH, Crossett, Arkansas.
Immediate opening for promising beginner as
staff announcer in small market. Phone or write
Ralph Hooks, KDLA, DeRidder, Louisiana.
Opportunity for good married staff announcer.
Send resume. ABC Network. KFRO, Longview,
Texas.
Help Wanted— (Cont'd)
Announcers
If you have a first class license, a good voice,
like to work, enjoy eating and dressing well, want
to live in one of the nation's outstanding rec-
reational areas, and are looking for a real op-
portunity with a growing company, rush letter,
tape and photo to Dick Vick, KGEZ-AM-TV,
Kalispell, Montana.
Experienced announcer and newsman. McLendon
stations, all in Texas. Send tapes. Bill Morgan,
General Manager, KLIF. Dallas, Texas.
N'egro DJ's — experienced in R & B and religious.
Immediate opening at KOKY, Little Rock, or
WOKJ, Jackson. Send details and photo to Box
2267, Jackson, Mississippi, or Box 1956, Little
Rock, Arkansas.
Regular staff opening about May 15. Mail tape
and complete application. KRLN, Canon City,
Colorado.
Xeed qualified staff announcer for network sta-
tion. Excellent opportunity. Prefer southwest-
erner. Complete details, should include picture,
minimum salary, tape. Manager, KSWS, Roswell,
New Mexico.
Staff announcer, young, single. Will accept an
inexperienced man with radio school training.
Write or call Program Director, WAYB, Waynes-
boro, Virginia. Position open in May. No tapes
Opening for top-notch air salesman . . . walling
to work and grow with organization. Write Dick
Jones, WCAS, Gadsden, Alabama.
Expanding 5 kw daytimer needs two personality
combo deejays with 2nd or 3rd class tickets that
stand publicity and still keep feet on ground.
Stress on announcing. One first radiotelephone
announcer, stress on maintenance. Contact Chief
Engineer, WERH, Hamilton. Alabama.
Immediate opening for first phone technicain.
Must have car. Permanent position. Contact at
once, Frank Laughlin, WGEM - AM - FM - TV,
Quincy, Illinois.
Wanted: Announcer, disc jockey — S55.00 week . . .
contact WIKB, Iron River, Michigan.
Wanted: Experienced, stable DJ with news re-
porting ability — night shift. Contact Paul King,
PD, WOHO. Toledo. Ohio — LEnnox 6576.
Immediate opening — announcer with 1st class
ticket. S100 week to start plus sales opportunity
if desired with lo^c commission and block of ac-
counts to start. Phone Jack Geiger at WONG,
Oneida, N. Y. . . . 2640.
Immediate opening for announcer with first class
ticket at west central Pennsylvania daytimer. Call
Bill Raihall, WNCC Radio, Barnesboro, Pennsyl-
vania. Phone Barnesboro 1010.
Opening for experienced staff announcer. Send
tape and resume. Tape will be returned. Mid-
westerner preferred. WSMI, Litchfield, Illinois.
Announcers wanted for new station in beautiful
Florida community. Must have one man with first
class license. Do not apply unless you are ex-
perienced and capable of good straight announc-
ing. Rush tape and details to Hal King. Station
WTHR. Edgewater Gulf Beach, Panama City,
Florida.
Immediate opening for annnouncer-newsman
who can write commercial copy. Send resume
and tape to WTRP, La Grange. Georgia.
Wanted: Two announcers. Must have first phone.
No maintenance. Box 485. Aberdeen, Maryland.
Technical
Expanding organization needs a chief engineer
with good maintenance ability. Must have car
and be able to assume responsibility for repair
and purchase. Good salary. Possibility of in-
stalling new station in near future. Send photo
and resume to Box 860E, B«T.
DOLLAR FOR DOLLAR
you can't beat a classified ad in
getting top-flight personnel
Broadcasting • Telecasting
April 22, 1957 • Page 129
RADIO RADIO RADIO
Help Wanted— (Cont'd) Situations Wanted Situations Wanted— (Cont'd)
Technical Management Announcers
Engineer to operate complete radio link mobile
studio. No air work. Box 281G, B-T.
Need first class engineer. Car necessary. Trans-
mitter work. 44-hour week. KGNO Dodge City,
Kansas.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
Three engineers, expanding operations. Ed Ken-
nedy, WILM, Wilmington, Delaware.
First ticket. First class announcer. Hired. Phone
WTAY, Robinson, Illinois.
Engineer for am-fm radio and new mobile
service company. Hawkins Broadcasting Service
Company, 929 King, Wilmington, Delaware.
Program m ing-Production, O th ers
Versatile news editor for newspaper owned sta-
tion in northeast. Three man fulltime staff. Also
will handle weekly discussion program. Box 330G,
B-T.
Fine opportunity for newsman with strong mid-
west tv-radio outlet. Want man who can report
and write local news and do both tv and radio
air work. Send full info, tape, availability, photo,
expected salary, experience, to Box 417G, B-T.
Sports director needed immediately for one of
central U. S. finest radio-tv operations. Sports
minded area. Unlimited opportunities. Send com-
plete info to Box 418G, B-T.
Program man. Opportunity. Midwest non-com-
mercial, metropolitan, established 5kw am-fm
station. Seek strong program and music super-
visor. Permanent. Emphasis on religious, cultural,
educational and community service program-
ming. Reply fully, stating background, church
affiliation, marital status. Interview qualified
candidates at our expense. Box 421G, B-T.
Program-news director. Leading southern sta-
tion, strong on local news, has opening for ex-
perienced program man who is also a fully qual-
ified announcer in his own right. Must be thor-
oughly grounded all phases news coverage in-
cluding authoritative news delivery. Only top
man need apply. All replies confidential. WSAV,
Savannah, Georgia.
Looking for assistant manager opening: Extensive
radio background all departments: Combo, (1st
phone) sales, (two station market) programming,
news, continuity, college, four years radio,
thirty years old. Box 337G, B-T.
Manager — through the ranks, experienced sales,
programming, announcing, creative, salesable
ideas. Dignity with humility, tack with diplo-
macy. Age 29, married, college graduate, com-
munity minded. Presently employed. Midwest
preferred. Box 349G, B-T.
Manager, college administration and law, suc-
cessful record as personnel director, program
director and sales manager, presently and past
six years manager same one kilowatt with ex-
cellent record, age thirty-seven, family. Desire
opportunity in larger market. Box 394G, B-T.
Sales
15 years radio sales, sales management experi-
ence. Tv sales, on-camera experience. Can fill
on sports radio, tv. Class A baseball, major col-
lege football broadcasting background. Prefer
northern California, Pacific northwest. All in-
quiries acknowledged. No employed manager,
radio. Box 436G, B-T.
Announcers
Girl personality — DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
688E, B-T.
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 215G, B-T.
Young family man desires opportunity to man-
age station with possibilities. Experienced all
phases. Pulled present station from 3rd to 1st in
nine months. Current salary $7,200. Box 362G,
B-T.
Negro DJ, versatile, all phases. Good board op-
erator, travel. Box 315G, B-T.
Arizona, California, Texas, New Mexico. An-
nouncer 10 years independent and network af-
filiate experience. Presently employed. Steady.
5 years same job. Family. Have been program
director, sports, editor, staffer. Versatile. Box
322G, B-T.
Announcer. 10 years solid commercial experi-
ence. Interested all offers anywhere. Box 323G,
B-T.
Announcer, negro swingin disc jockey personality.
Some experience. Tape available. Box 391G, B-T.
Announcer — first class ticket, 2 years experience —
plus selling. 23, Married. 3 years college — radio
and tv major. Good references. Seek permanent
position with opportunity for advancement. Box
393G, B-T.
Chief announcer, first phone. 7 years, 5 at present
5kw. Family, veteran, 28. Programming, sales,
former musician. Desires permanency with ad-
vancement, south. $150.00 minimum. Box 398G,
B-T.
Radio-tv news, sports reporter. Situation with
play-by-play baseball opportunity. Two years
experience. University journalism degree, single,
25, draft free, references. Box 403G, B-T.
Radio people say this young man has network-
quality voice and delivery. Three years experi-
ence in all phases of announcing. Available
June lst-September 1st for challenging and fi-
nancially rewarding work. Will try to be a
polite, courteous, model employe. Best refer-
ences. Write to Box 404G, B-T.
DJ, with three years experience, good program-
ming, good commercial. Family. Box 405G, B-T.
Radio school grad. with 2 years experience mid-
west independent. DJ, strong on news and sports.
Would like station that has room for advance-
ment. Box 414G, B-T.
Dependable, top quality work. 15 years experi-
ence. Married. Go anywhere. Box 423G, B-T.
Personality DJ, first phone, gimmicks, character
voices, comedy sketches and news too. Desire
relocating in California area. Box 426G, B-T.
Young Negro DJ, excellent voice. 3 years ex-
perience, hold third phone ticket. Good refer-
ences. College. Vet. Will travel. Box 427G, B-T.
Staff announcer, single, college, experienced on
news, DJ, commercials, sports, remotes. Willing
to learn. Will travel. Box 428G, B-T.
Announcer, negro, SRT graduate. Short on ex-
perience, lot ambition. Strong commercial DJ.
Tape available. Box 429G, B-T.
Staff announcer, news, commercials, DJ, work,
run my own board, will travel, will to learn.
Box 430G, B-T.
Sports director, play-by-play all sports. Inter-
views, "news, DJ, gather, write, report local
news. Tape, references. Box 431G, B-T.
Staff announcer, experienced in news, commer-
cials, DJ work, run own board, strong on news,
commercials, veteran, will travel. Box 432G, B-T.
Experienced, employed, midwestern announcer
desires job in south. Air work or production,
four years radio, third class ticket, young, col-
lege, married. Wants good pay! Box 434G, B-T.
Experienced announcer desires change. Single,
sober, draft exempt. Available two weeks notice.
Tape, references. Write LeRoy Childress, WMMH,
Marshall, North Carolina.
2 years assistant manager & PD AFRS, 9 months
co-owner all night program as announcer-sales-
man on 5 kw. Reasonable newscaster, developing
DJ, experienced, morning, evening, teenage
audience. Studying for 1st. Ken O'Donnell,
KNCO, Garden City, Kansas.
Announcer, six years experience. Clarksburg,
West Virginia. Main 3-2684. Immediate.
Northwestern University radio-tv major desires
summer vacation work — June 15-Sept. 20. Near
3 years experience; good teenage DJ — news —
play-by-play — punch copy — interview. Prefer
north or central Illinois — Chicago area. Can run
own board. Write: Box 103, 2305 Sheridan Road,
Evanston, Illinois.
Staff announcers, board trained, third tickets,
south or midwest. Pathfinder School of Radio,
737 11th Street, N.W., Washington, D. C.
Technical
First phone combo man — tired of playing the big
shot personality, desire position in west coast
directional or power station. Excellent voice,
good engineer. Box 314G, B-T.
Engineer, 1st phone. Operation and maintenance
experience. Box 335G, B-T.
Engineer with fifteen years experience. First
phone ticket. Available immediately. Box 387G,
B-T.
Make your RADIO and TV future secure
with a
First Class F. C. C. License
Grantham Training Is Best Here's Proof! Kece,,t ^aduates, the
Grantham School of Electronics special- ' " license they grot, and
izes in preparing students to pass FCC ex- how long " took tnem:
aminations. We train you quickly and well. License Weeks
All courses begin with basic fundamentals
— NO previous training required. Begin- B. A. Willms, 1401 E. Muriel, Orlando, Fla. . .1st 12
ners get 1st class commercial (not amateur) Paul Schuett, 1314 — 20th Ave., Longview, Wn. . .1st 10
license in 12 weeks! Lawrence L. Alzheimer, Collins, Montana ... 1st i
x u n/r •! u -j W. Reynolds, 238% Washington Bl.,
Learn by Mail or in Residence Venice, Cal. . ... 1st 12
You can train either by correspondence or Robert Todd, 216 West End Ave.,
in residence at either division of Grantham Cambridge, Md 1st 13
School of Electronics — Hollywood, Calif., or Joe C. Davis, Station WABO, Waynesboro,
Washington, D. C. Send for free booklet. Miss 1st 11
MAIL COUPON
SCHOOL NEAREST
GRANTHAM SCHOOLS, Dept. 12-G
821 19th St., N.W., Washington 6, 0. C.
OR
1505 N. Western Ave., Hollywood 27, Calif.
Please send me your free booklet, telling how I can get my FIRST CLASS
FCC license quickly. I understand there is no obligation and no salesman
will call.
Name.
Address.
_City_
.State.
Page 130 • April 22, 1957
Broadcasting • Telecasting
RADIO
TELEVISION
TELEVISION
Situations Wanted — -(Cont'd)
Technical
Chief engineer: Twenty-one years experience
construction, maintenance and operation. Di-
rectionals. Desires permanent position with pro-
gressive company. Box 396G, B«T.
1st phone, announcing school graduate, $75 mini-
mum, no car. Berkshire 7-6721 after 6:00 p.m.
Walter Piasecki, 2219 N. Parkside, Chicago.
Programming-Production, Others
Newsman — gather, write, edit, air. Ten years radio
experience. Can work own board. No drifter.
Want healthy surroundings for family. Box
339G, B'T.
Newscaster-reporter-editor. 6 years radio expe-
rience. Heavy on local news, interviews, special
events. Past RTNDA Director. 28. Family. Box
366G, B'T.
Experienced man for programming, operations,
production, original copy. A.B. degree, married.
Box 386G, B-T.
Award winning Canadian newsman immigrating
to U.S.A. Top-rated, reliable, nine years experi-
ence, married. Seeking permanent employment,
presently news director-radio-tv. Prefer radio.
Write, wire, phone H. J. Tate, 348 Yonge Street,
Kingston, Canada.
TELEVISION
Help Wanted
Management
Sales executive — long established company with
leading regional radio and vhf television facilities
in one of the fastest growing markets in south-
east plans to add overall sales executive. If you
have a successful record of local and national
sales (preferably both radio and television) and
feel that your business judgment and executive
ability qualify you to advance beyond the op-
portunities afforded by your present position,
you may be the man we are seeking. Incentive
arrangement offers excellent opportunity in
growing organization, Replies confidential. Box
420G, B'T.
Sales
Wanted: Salesman, local and regional television
sales; midwest station, guaranteed salary plus
commission; excellent opportunity for top man.
Write or Wire. Box 437G, B'T.
Announcers
Expanding vhf television station needs experi-
enced tv announcer or radio announcer with tv
potential. Also need experienced television news
director or newsman capable of moving up.
Please send photo, tape and resume. Reply Box
250G, B'T.
Pre-freeze vhf in southeast accepting announcer
applications. Tv experience preferred, but top-
notch radio background will be considered. Send
full details of previous experience, including pic-
ture and salary requirements, first letter. Box
439G, B'T.
Sports announcer. Television. No play-by-play.
Strong on personality and interview. Position
open immediately. Send full information to J.
Kelin, Program Director, P.O. Box 470, Rockford,
Illinois.
Technical
Tv engineer, first class license. Established tv
operator. Salary depends on experience and
ability. Opportunity for advancement. State ex-
perience, salary desired and enclose snapshot.
Chief Engineer, KKTV, Colorado Springs, Colo-
rado.
First class license tv transmitter operator. Tv
experience desirable but not essential. If you
like skiing this is an unparalled opportunity.
Transmitter at Stowe, Vermont. Station provide
head skis. Liberal food allowance plus mileage.
Reply Chief Engineer, WCAX-TV, Burlington,
Vermont.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Broadcasting • Telecasting
Help Wanted— (Cont'd)
Programming-Production, Others
News director. We offer an excellent opportunity
to a mature, aggressive newsman to gather, edit
and present two newscasts daily on midwestern
regional vhf. He will be a one-man staff backed
by AP wire and fax and local film facilities and
must be willing and able to supplement these
sources with local stories which will require
setting up of contacts and some real digging.
Give full details of training and experience in
first letter. Box 331G, B'T.
PD needs right hand. Director-announcer to
function as production manager. Duties include
directing, on-camera announcing, and supervision
of entire production operation — directors, an-
nouncer, staging, lighting, etc. This is a unique
opportunity in a midwest NBC vhf for a creative
and versatile man who can seek out, as well as
accept responsibility. Highly competitive 2 sta-
tion market. Give all details including experience
and minimum salary in first letter. Box 407G, B'T.
Situation Wanted
Management
Manager-commercial manager. 6 years tv, 10
years radio. Also network and agency. Best ref-
erences previous stations. Box 200G, B'T.
Technical
Engineer, audio and video experience and capable
of good maintenance. Would like permanent
position offering stable future. Box 334G, B'T.
1st class engineer, 30, with six years experience
in all phases wishes to relocate — available im-
mediately— detailed experienced and references
first letter. Box 410G, B'T.
Situations Wanted — (Cont'd)
Technical
First phone, experienced 4 years television, fully
qualified studio/transmitter operations. Some
maintenance experience. Box 435G, B'T.
Program ming-Production, Others
Movie cameraman, non-union journalism grad.
Top references, anything considered. Box 392G,
B'T.
News director and/or public affairs director —
will consider assistant directorship. Under 35, but
with most unusual and complete background
on all levels of television news policy, prepara-
tion, production and personnel questions. Highest
references from industry leaders. Will only con-
sider one of top twenty-five market areas. Mini-
mum salary: $8,000. Can assure that news and/or
public affairs department under his direction will
become one of the finest, most profitable (in good
will and dollars) and most talked-about in
America. All details on request. Box 290G, B«T.
Television-director-announcer, 6 years experience
in eastern vhf station. Desires metropolitan area.
Preferably eastern U. S. Excellent background
and experience. Box 400G, B'T.
Newscaster — interested in combined radio-tv
operation or tv only. Adept interviewer, reporter,
writer. Easy going, mature and good humored
approach to news considered outstanding. Advo-
cate of good solid reporting without sensational-
ism. 13 years experience plus PR background.
Can also qualify as news director. Age 32. In-
terested in major city. Box 401G, B'T.
Film and program director, 3 years experience.
Phi Beta Kappa, currently production manager
of Candid Camera. Box 425G, B'T.
Available immediately, practically-trained, top-
flight production personnel, all categories. Call
Northwest First. Northwest Radio & TV School,
1221 NW 21st, Portland 6, Oregon. Also Holly-
wood, Chicago, Washington, D. C.
EXAMPLE-
PRACTICAL TV TRAINING
This is a typical
example of the
practicality of ALL
Northwest train-
ing. These stu-
dents are actually
doing a live remote
from a recent
movie premiere.
All Northwest
classes are trained
using methods like
these — letting stu-
dents work in a
practical manner
with everyday
Telecasting prob-
lems. For top TV
people call John
Birrel.
NORTHWEST
HOLLYWOOD, CALIFORNIA
1440 North Highland
HO 4-7822
Television - Radio Division
540 N. Michigan Avenue
DE 7-4504
** m ■ ■ M*. m C HOME OFFICE:
9%llVVfa3 1221 N.W. 21st Avenue
Portland, Oregon . CA 3-7246
WASHINGTON, D. C
1627 K Street N.W.
RE 7-0343
April 22, 1957 • Page 131
FOR SALE
WANTED TO BUY
Stations
For sale: lkw day timer — an independent in one
of Kentucky's attractive fast growing areas. For
details write Box 395G, B«T.
Kilowatt daytimer, Kentucky $60,000. Good fre-
quency, profitable, medium market, will finance,
have other interests. Box 399G, B«T.
250 watt local independent fast growing west
over 20,000 coverage. Sell for $1.00 per capita
or year's gross. Some terms. Box 408G, B-T.
For sale: 500 watt daytimer. Only station in
Madison County, 20 miles from Asheville, N. C.
Rich burley tobacco area, tourist, college. Good
climate, county seat. Valuable real estate. Show-
ing nice profit. Forced sale by FCC. Price $38,500.
$15,000 cash, balance terms. Write Harold H.
Thorns, 75 Elk Mtn., Scenic Highway, Asheville,
North Carolina.
The Norman Company, 510 Security Bldg.. Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
For sale, image-orthicon tubes, RCA, type 5820,
tested and guaranteed @ $150.00 each. Box 307G,
B«T.
For sale— reasonable — Collins 21C 5 kilowatt com-
plete am transmitter, now in operation. Avail-
able after April 30. Wire or phone KANS, HObart
4-2387, Wichita, Kansas.
For sale: Collins 21 A broadcast transmitter . . .
good condition. KLPM, Minot, North Dakota.
Ampex model 450B continuous tape reproducer
automatic reversing mechanism, used 2 months.
KVOG, Ogden, Utah.
Attention prospective microwave licensees, avail-
able immediately for 8x12 foot passive reflectors
used less than one year, like new condition.
Available at a very reasonable cost. For informa-
tion write to WDAM-TV, Box 1649, Hattiesburg,
Mississippi.
1 RCA 70 C turntables with Universal pick-up
arm and equalizer. 2 RCA 70 CI turntables with
45 rpm conversion kid added, arms and equalizers.
2 Fairchild 524 Bl turntables with W.E. 9 A
pick-ups, arms, and equalizers. 4 BA-2A pre-
amps used with above turntables. 1 Rust control
unit #1080 A. 1 Rust XMTR unit #1081 A. L.
Rust fm pre-amp. 1 Rust am pre-amp and as-
sociated relays, motors and meter sampling units
(information furnished upon request). Radio
Station WHAT, Philadelphia 31, Pennsylvania.
$800.00 will buy a Presto type 28-N turntable
unit composed of two 8-N recording turntables
mounted in a type 12-A table cabinet. Recorder
is complete with 86-C control panel, two Presto
1-C cutter heads, and suction type thread re-
moval unit. A Presto 88 recording amplifier is
included. Contact U. L. Lynch, Technical Director,
Farm & Home Radio, Grand Island, Nebraska.
WANTED TO BUY
Stations
Want to buy small market am station regardless
of earnings or location. Prefer low earnings for
owner-manager operation. No brokers. Principals
only. All replies confidential and acknowledged.
Reply Box 402G, B»T.
Seeking small to medium am station radius 400
miles New York or in Florida. Reply fully. Box
409G, B«T.
Private conservative service. Confidential nego-
tiations. New Mexico, Texas, Colorado, Oklahoma,
Arkansas, Kansas, Missouri, Louisiana. Ralph
Erwin. Broker. Tulsa.
Equipment
Need used 5kw transmitter for Florida station —
state age, condition and price. Box 345G, B»T.
Equipment
Wanted: All items, including office equipment,
needed for construction and initial operation for
new station. Included is 5 kw am transmitter
suitable for remote control (will consider air-
cooled WE); studio technical equipment, mikes,
stands, console, turntables, monitor speakers,
even clocks; two 160' guyed, insulated towers
with or without lighting, chokes, etc.; tape re-
corders and remote audio gear; frequency and
modulation monitors; mops, brooms, and what-
have-you for experienced operating management.
Please describe equipment fully, giving operating
history, reason for replacement, and quote your
absolute lowest non-haggling "taking price".
Reply to Box 438G, B«T.
INSTRUCTION
FCC first phone in 12 weeks. Home study or
resident training. Our schools are located in
Hollywood, California, and Washington, D. C.
For free booklet, write Grantham School of
Electronics, Desk H-B, 1505 N. Western Avenue,
Hollywood 27, California.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio & Televi-
sion School. Dept. B, 1627 K Street, N. W.. Wash-
ington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive. Dallas, Texas.
RADIO
Help Wanted
Sales
SALES ENGINEERS
Broadcast equipment manufacturer has
immediate openings for sales engineers
to travel and call on radio stations in the
following territories:
California (San Francisco)
Mountain States (Denver)
Virginia, W. Va. (Washington)
Technical background essential, prefer-
ably as chief engineer AM station. Per-
manent position. Many company benefits.
Salary, expenses and incentive bonus
system provides high earning potential
for aggressive sales-minded individual.
Send resume to
Box 419G, B«T
PUBLIC RELATIONS
Help Wanted
Executive
★★★★★★★★★★★★★★★★★★★★★★★★★★★★it*
34- 4A Advertising Agency adding Public
J Relations Subsidiary interested in J
>f merging with established public rela-
* tions firm. $100,000 initial billing *
J guaranteed. Will consider qualified *
if public relations executive to organize
J subsidiary. Give full particulars. All j
j. replies held confidential. J
* Box 411G, B«T |
★★★★★★★★★★★★★★★★★★★★★★★★★★★it**
TELEVISION
Help Wanted
Management
2i*C
Sales Manager
Opening
* X
NBC-TV station in excellent 2 station Mid- Jr,
western market has opening for local and
regional sales manager. Situation calls for
^ experienced creative television salesman with J
ability to cash in on great local potential.
Salary plus override. This opportunity with
K young growing organization. Send photo and 5
complete info to General Manager.
ILe
Box 41 6G, B*T
IK=D
Situations Wanted
Programming-Production, Others
HERE I AM
Gal 28 — 4% years on-camera plus ex-
tensive promotion experience, desires
TV job you thought only a man could
do. M.C., home economist, musician
and women's director. You think one
person can't do it but that's because
you haven't met me.
Box 413G, B»T
FOR SALE
Equipment
TAPE RECORDERS
All Professional Makes
New— Used— Trades
Suppllei — Parts — Accessories
STEFFEN ELECTRO ART CO.
440f W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
EMPLOYMENT SERVICES
TOP JOBS— TOP PEOPLE
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 'K' St. NW.
Washing-ton, D. C— RE 7-0343
THE FASTEST WAY
to buy or sell stations, or equipment, is a
classified ad on this page.
Page 132 • April 22, 1957
Broadcasting • Telecasting
FOR THE RECORD
Continues from page 128
St. Louis.
April 26: Spring meeting, Pennsylvania Asso-
ciated Press Broadcasters Assn., Bloomsburg,
Pa.
April 26-27: Annual Spring Television Confer-
ence, Engineering Societies Bldg., Cincinnati.
April 27-28: United Press Broadcasters of Missis-
sippi, Buena Vista Hotel, Biloxi.
April 28-May 4: Brand Names Week.
May
May 1: Spring meeting, Assn. of Cinema Labora-
tories, Washington.
May 1-3: Electronic Components Symposium,
Morrison Hotel, Chicago.
May 2-3: International convention of Interna-
tional Advertising Assn. Inc., Hotel Roosevelt,
New York City.
May 2-3: Washington State Assn. of Broadcasters,
Olympic Hotel, Seattle.
May 5-11: National Radio Week.
May 6-8: Annual meeting, Assn. of Canadian
Advertisers, Royal York Hotel, Toronto, Ont.
May 7-9: Annual convention, Alpha Epsilon Rho,
Deshler-Hilton Hotel, Columbus, Ohio.
May 11: United Press Broadcasters of Connecti-
cut, Sun Valley Acres, Meriden, Conn.
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17: Pennsylvania Assn. of Broadcasters,
Hotel Bedford Springs, Bedford Springs.
May 15-17: Radio-Electronics-Tv Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 18: United Press Broadcasters of Indiana,
Indianapolis.
May 20-21: Wisconsin Broadcasters Assn., Hotel
Planklnton, Milwaukee.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
May 23: United Press Broadcasters Assn. of Tenn.,
Andrew Jackson Hotel, Nashville.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 25: United Press Broadcasters of Pennsyl-
vania, Mechanicsburg, Pa.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria, New York.
May 29-30: North Carolina Assn. of Broadcasters,
Grove Park, Asheville.
June
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention, Advertising Fed-
eration of America, Hotel Fountainebleau,
Miami.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 17-19: NATRFD Spring Meeting, Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 24-28: Annual convention. Advertising
Assn. of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
July 20-23: National Audio-Visual Convention and
Exhibit, Fairfax, Va.
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 7
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y., ch. 7
(9-24-56); Boston, Mass., ch. 5 (10-29-56);
Biloxi, Miss., ch. 13 12-18-56); San Fran-
cisco-Oakland, Calif., ch. 2 (3-11-57).
AWAITING ORAL ARGUMENT: 5
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky.. ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6; McKeesport-Pittsburgh, Pa.,
ch. 4 (4-10-57).
AWAITING INITIAL DECISION: 1
(Figures in parentheses indicate dates rec-
ords were closed after hearings.)
Ponce, P. R., ch. 7.
IN HEARING: 5
Cheboygan, Mich., ch. 4; Mayaguez, P. R.,
ch. 3; Victoria, Tex., ch. 19; Lubbock, Tex.,
ch. 5; Sioux Falls, S. D., ch. 13.
IN COURT: 5
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth, Va., ch.
10; Knoxville, Tenn., ch. 10; Miami, ch.
10; Supreme Court: Shreveport, La., ch. 12.
BROADCASTING THE business weekly of radio and television
TELECASTING 1735 De Sales Street' ^m Was^n&on 6» d. c.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE.
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□ 52 weekly issues and TELECASTING Yearbook-Marketbook 9.00
□ 52 weekly issues and both Yearbook-Marketbooks 11.00
□ Enclosed □ Bill
ntme tilU/p03itien
company name
addreit
fltase tend ie home tddren — —
Planning
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station?
You can count
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the air... to keep
you on the air.
• PLANNING ASSISTANCE
• EQUIPMENT COUNSEL
• FIELD SERVICE
• EMERGENCY REPAIRS
RADIO CORPORATION
of AMERICA
Broadcasting • Telecasting
April 22, 1917 • Page 133
Try, Try Again
RADIO networks may be beset by problems, but no one can say
they're not tackling them with determination.
Mutual's decision to go into what is primarily a music and news
operation [B»T, April 15] is by all odds the most far-reaching de-
parture that any network has yet ventured. By slashing its option-
time requirements to some nine hours a week, MBS will be feeding
most of its programming — except its five-minute newscasts on the
half-hour and a few other "swap time" periods— substantially on a
take-it-or-leave-it basis. The similarity to the newspaper wire service
concept is striking.
Whether Mutual's plan is the solution, or even a solution, remains
to be seen. It starts June 2. Until it has had time to shake down,
prudence forbids prejudgment of its workability. It does clearly
indicate one direction in which at least one network feels profitabil-
ity lies.
While Mutual is changing its mode of operations, ABC Radio is
taking other steps — making major corporate and management
changes. ABC Radio itself becomes an autonomous subsidiary of
American Broadcasting-Paramount Theatres, separate from the tv
network, and Bob Eastman, an acknowledged top-flight salesman,
moves over frOm the John Blair radio representation firm as ABC
Radio president.
CBS Radio meanwhile has recently taken a quite different step,
raising daytime rates somewhat and cutting nighttime charges by
one-third [B»T, Feb. 25]. And NBC Radio is continuing the inno-
vations that started with its weekend Monitor service and more re-
cently have included the "imagery transfer" concept, news on the
hour, the "hot line" service, and — slated for an early start — a new
90-minute nighttime program of nightclub pickups and similar di-
verse fare, news, and replays of notable shows out of the past.
It would be impossible to find unanimity, among all the elements
of the radio business, on the wisdom of all these various moves.
Station representatives have been especially caustic in their criticism
of certain sales practices adopted by networks since television began
to de-glamorize network radio. Be that as it may, developments of
the past few weeks show anew that the radio networks mean business
■ — and are out to get more of it.
With spot and local sales already out of the post-tv doldrums and
perking along now at an unprecedented pace, the outlook for net-
works, too, ought to be brighter.
Sound Investment
IF HISTORY can be trusted to repeat, and in this case we fear
that it can be, the nation's telecasters are in for a bit of sticky
business in negotiating new tv music performance licenses with
ASCAP, whose current tv contracts expire at the end of this year.
They made a good start 10 days ago, however, when they set up
a 15-man interim committee and authorized it to go to work at
once. The 15-man group also was nominated to become the regular
negotiating committee, and while write-ins may change a member-
ship here and there, the unanimity of the stations represented at the
organizational session makes it unlikely that the mail balloting will
change much.
As now constituted, the committee consists of representatives of
all elements — small stations and large, group owners and single-
station operators, stations from diverse sections of the country,
network affiliates and independents, uhfs as well as vhfs. Equally
important, it includes such veterans of the last long ASCAP go-
round as Dwight Martin of WAFB-TV Baton Rouge and WDAM-
TV Hattiesburg; Roger Clipp of the Triangle stations; Nate Lord
of WAVE-TV Louisville; Clair McCollough of the Steinman sta-
tions, and Irving Rosenhaus of WATV (TV) Newark.
Together, these old hands and the equally responsible newcomers
to the negotiating arena should be able to make a convincing case
for favorable rates from ASCAP, which currently is getting an
estimated 80% of its income from broadcasters and doubtlessly
would like to get more. But ASCAP has demonstrated that it can be
exasperatingly hard to convince, even with the soundest facts and
logic. Last time, the job took more than four years.
If the tv and ASCAP negotiators become hopelessly deadlocked,
they always have the right to ask the courts to fix reasonable terms
— hardly a cheering thought to all who remember the months
Drawn for BROADCASTING • TELECASTING by Sid Hix
"Yes, I believe Robin Hood is on the approved list . . . Why do you ask?"
without ASCAP music in 1940. The availability of this court
approach, however, also points up the necessity for thorough
preparation by the committee: Whether it ever goes into court or
not, it must always be ready to. That sort of preparation takes
money. In the last negotiations, the committee spent well over
$100,000 on legal, research and other expenses.
The immediate role for telecasters generally, then, is plain —
support the committee by contributing to the fund for its expenses.
Indeed, the need is such that financial support has been made a
prerequisite of voting in the election of the permanent committee.
Stations are free, of course, to negotiate with ASCAP individually,
just as they also will be free to accept or reject whatever terms the
committee and the ASCAP negotiators finally settle upon. But the
impracticality of every station negotiating for itself is obvious. The
committee is working for all stations in doing the tiresome, tedious
spadework. The stations should be happy to share the expense along
with the ultimate benefit.
Was That Trip Necessary?
THOSE in charge of planning the management agenda of the 1958
NARTB convention will find it almost impossible to arrange a
program of less interest and value than that presented in Chicago a
fortnight ago.
With one or two exceptions, which were made the more con-
spicuous by their contrast to other events, the management sessions
of the 1957 convention were uninformative and dull. Delegates
who journeyed to Chicago in the expectation of learning something
about their business have returned to their homes, poorer in the
pocket and little richer in the head.
Let us emphasize that we are criticizing only those sessions which,
according to official NARTB descriptions, were designed for broad-
cast management. Many other events and exhibits associated with
the convention were of demonstrable usefulness.
The equipment and services on display constituted as complete
and well organized a trade show as can be found in any business.
The engineering conference was of high professional standards.
The presentations of the Radio Advertising Bureau and the
Television Bureau of Advertising provided information and incen-
tive to radio and television salesmen.
And, of course, the centralized collection of so many broadcasters
made it possible for special groups to arrange subsidiary meetings
of importance to themselves.
At that point, or very near it, the praise must end.
The management agenda of an NARTB convention should have
at least two objectives: (1) the exchange of information by which
delegates may become better informed and (2) the presentation of
speeches or the adoption of resolutions or courses of action which
are apt to make news and hence improve the public relations of
broadcasting.
Neither of these objectives was achieved in Chicago.
They will have to be achieved in Los Angeles next year if the
annual convention of the NARTB is not to abandon its historic
role as a management meeting.
Page 134 • April 22, 1957
Broadcasting • Telecasting
Uncle Bert Racks Up Ratings on KPRC-TVs "Looney Town
If it takes kiddies and their mommas to
ring your client's cash registers, you'll find
Houston's biggest audience on KPRC-TVs
"Loonev Town." Emcee, "Uncle Bert"" Lynn
supplements his antics with cartoons and audi-
ence participation stunts. Live daily audience
of 90 to 100 . . . available for sampling. Per-
sonalized commercials harmonize smoothly with
format, add selling emphasis. "Looney Town"
earns a higher rating than other two competing
shows combined. (ARB October '56.)
KPRC-TV
HOUSTON
CHANNEL 2
JACK HARRIS
Vice President and General Manager
JACK MCGREW
National Sales Manager
Nationally Represented by
EDWARD PETRY & CO.
KPRC -TV . . . MOST POTENT ADVERTISING FORCE IN THE HOUSTON MARKET
We Tried
But We Failed!
The Senator's goal is 50% of the audience
in the big four station Sacramento
Television Market.
The February ARB gives KCRA-TV
Sign-on
to Sign-off
Sunday to
Saturday*
This is more audience than the CBS
and ABC stations combined.
But the Senator's hard to please.
To attract the most audience, the Senator
controls more feature film than all other
Sacramento Stations combined: all Columbia
feature film packages; 80% of 20th
Century-Fox and 75% of Warner Bros.
On top of this, he has 1 2 out of the first 1 5
syndicated shows and such choice properties
as "Silent Service," "Sheriff of Cochise"
and "Annie Oakley."
Edward Petry's men can tell you
how your clients will enjoy the ride
to dominance with the Senator.
»F Maybe nexl time.
>
Ask Petry About The Highest Rated NBC Station in the West!
C L E A
Serving 28 Northern California and Nevada Counties
SACRAMENTO, CALIFORNIA
r m a n r
26
H YEAR
B ROADCASTING
TELECASTING
THE BUSINESSWEEK LY OF RADIO AND TELEVISION APRIL 29, 1957 35c per COPY
m
Tax ruling may trip up big station deals
They're lining up next fall's network tv
Good news for AAAA: Business is booming
Congressmen throw block to pay-tv test
Page 33
Page 34
Page 36
Page 64
Trouble with the tax man
The lineup for fall tv
Snag for pay-tv test
Get more
than y$\ \
of Iowa's Food Sales Potential)
\ AW
AfHO 9'ves you Iowa's Metropolitan Areas
Vz of Food Sales) . . . PLUS THE REMAINDER OF IOWA!
)wa's six Metropolitan Areas, all combined,
o 37.5% of the State's Food Sales. The rest
of Iowa accounts for a whopping 62.5%!
ou can buy a number of Iowa radio stations and
fet good coverage of individual Metropolitan Areas —
ut WHO gives you high coverage of ALL Metro-
olitan Areas, plus practically all the REMAINDER
f Iowa, too!
FREE MERCHANDISING!
• HO Radio maintains one of the nation's most com-
rehensive and successful FREE merchandising services
p 350 high-volume grocery stores for FOOD adver-
sers who buy S300 gross time per week; in 250 high-
lume drug stores for DRUG advertisers who buy
*250 per week. (A S200 Food plan is also available.)
sk us — or PGW— for all the facts!
I
11
Sioux City —
- 4.4%
Oes Moines —
-11.0%
Dubuque —
3.1 %
Tri-Cities —
10.8%
Cedar Ropids
— 3.7%
Waterloo —
4.5%
REMAINDER
OF IOWA
62.5%!
IOWA FOOD SALES
1956 Consumer Market Figures
WHO Radio is pari of
Central Broadcasting Company
which also owns and operates
WHO-TV, Des Moines
WOC-TV, Davenport
WHO
for Iowa PIUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer. President
P. A. Lovet. President Manager
Robert H. Harter, Sales Manager
= Peters, Griffin. Woodward, Inc.,
National Representatives
t,
AGAIN FOR THE 4^ CONSECUTIVE MONTH
l-N-D-l-S-P-U-T-A-B-L-Y
DOMINANT
CHANNEL
RICHMOND
VIRGINIA
NOW BOTH ARB AND PULSE AGREE
THE LATEST JAN.- FEB. SURVEYS PROVE IT!
STATION
Share of Audience (Pulse) Share of Audience (ARB)
WTVR
MON.-FRI. 6 PM-12 MID.
STATION "B"
Mon.-Fri. 6 PM-12 Mid.
STATION "C"
Mon.-Fri. 6 PM-12 Mid.
37
35
27
36.7
31,3
31.5
AND WTVR HAS 8 OUT OF THE 15 TOP WEEKLY PROGRAMS
PLUS 6 OUT OF THE 10 MULTI-WEEKLY PROGRAMS
DO
NANT IN
HOMES
REACHED
MONTHLY, WEEKLY AND DAILY- DAY AND NIGHT
SEE NIELSEN COVERAGE SURVEY #2
DOMINATE IN RESULTS
BY CALLING ANY BLAIR TV OFFICE
OR Wilbur M. Havens 5-8611
WTVR - RICHMOND. VA.
Michigan's Area Station . . .
Now serves Lansing, FLINT and Jackson
with a Class A Signal
from our New 1023' tower (36 miles from Flint)
18 of the top 20 network shows in these major cities
are seen on WJIM-TV . . . basic NBC . . . CBS-ABC
Represented by Peters, Griffin, Woodward, Inc.
Published everv Monday, with Yearbook Numbers (53rd and 54th issues) published in Januarv and July bv Broadcasting Publications. Inc., 1735
DeSales St., N.W., Washington 6, D. C. Entered as second class matter March 14, 1933. at Post Office at Washington, D. C, under act of March 3, 1879.
FOUR IN ONE PLUS
This one television station
delivers four standard
metropolitan area markets plus
917,320 TV sets
1,015,655 families
3V2 million people
$3% billion retail sales
$6!4 billion annual income
CHANNEL 8 MULTI-CITY MARKET
TV
LANCASTER, PENNA.
NBC and CBS
STEINMAN STATION . Clair McCollough, Pres.
Representative:
The MEEKER Company, Inc.
New York Chicago
Los Angeles San Francisco
316,000 WATTS
Page 4 • April 29, 1957
Broadcasting • Telecasting
closed circuit
RACE ACCELERATES • As of last
week, most promising candidate for FCC
chairmanship was James E. McCarthy,
dean emeritus of U. of Notre Dame Col-
lege of Commerce. Mr. McCarthy, life-
long Republican but no party hack, has
for years been active in business as side
activity, holds directorships in several
midwest corporations, has close friends
highly placed in advertising world, is en-
dorsed by powerful Senators.
B»T
IF HE is offered FCC appointment,
Dean McCarthy will resign one of iiis
many business connections, that of vice
president in charge of education of Gerity
Broadcasting Co. (WNEM-TV Bay City-
Saginaw, WABJ Adrian and WPON Pon-
tiac, all Mich.). His other connections are
outside communications field, would rep-
resent no conflict with FCC service.
B»T
ENTRY LIST GROWS • List of candi-
dates running actively or being supported
for expected FCC vacancy continues to
grow: One who reportedly has strong poli-
tical backing is George M. Moore, U. S.
Civil Service Commissioner from 1953
until last March 1 when he became assist-
ant to chairman of Republican National
Committee. Mr. Moore fortnight ago quit
GOP committee to become associate coun-
sel of House Civil Service Committee. In
late thirties he worked at FCC in account-
ing division and as aide to Chairman
McNinch.
B»T
HERE are some others believed still in run-
ning for FCC appointment: Lyle C. New-
comer, Los Angeles attorney who was
co-chairman of Sen. Tom Kuchel's 1956
campaign; former Sen. George H. Bend-
er, defeated for re-election in Ohio last
year; FCC General Counsel Warren G.
Baker; Ernest Lee Jahncke, former ABC
vice president; Samuel Leonard Golen,
U. S. member of International Boundary
Commission, and George Clinton, WPAR
Parkersburg, W . Va.
B»T
LEAVING THE POST • Will there be
vacancy on FCC? Incumbent Chairman
George C. McConnaughey still isn't say-
ing whether he is staying on after present
term expires June 30. But there's evidence
to suggest he isn't. Week ago he bought
home in $40,000 class in Columbus, Ohio,
city of his residence before he went to
Washington several years ago as chair-
man of Renegotiation Board, job he had
before FCC assignment.
B»T
EARLIER this month, "for sale" sign was
spotted on Mr. McConnaughey 's Washing-
ton home [Closed Circuit, April 15]. In
answer to question, chairman then said he
had put the house on market because he
was considering buying bigger one in
Washington. Real estate agent handling
McConnaughey Washington property
quotes July 1 as occupancy date for pur-
chaser.
B«T
FEATURE ATTRACTION • United Ar-
tists was identified Friday as "major Hol-
lywood studio" currently talking with By-
Mart-Tintair for $7 million film package
[B»T, April 22]. Though UA officials were
reluctant to comment on negotiations, By-
Mart-Tintair's advertising manager, A.
Mitchell Finley, told B*T that firm is not
dealing with any other film company but
UA. If UA talks fall through, UA probably
will release its latest feature folio to in-
dividual stations on its "name your num-
ber" plan. New package includes such
recent films (post-1952) as "The Purple
Plain" with Gregory Peck and "Moulin
Rouge" with Jose Ferrer. Latter may not
go to tv, however. Eliot Hyman, president
of Associated Artists Productions and for-
mer partner in original production firm,
feels UA distribution of Toulouse-Lautrec
film may hurt theatrical re-release value
and is understood to oppose tv release.
B«T
NEW STUDY that ranks U. S. tv markets
according to sets and economics is being
prepared by J. Walter Thompson, New
York, for agency's own use. Primary in-
terest to time buyers will be data on ranking
of markets by sets based on county cover-
age. Listings can be expected to be ready
in several weeks.
B»T
FOREIGN FORAGING • American syn-
dicate, including some of biggest names
in broadcasting, reportedly is negotiating
for multi-million acquisition of control of
number of important European commer-
cial broadcast properties — both radio and
tv. While details are withheld, transaction
presumably involves properties in Saar
and Monaco, with French, German and
Monacan interests to hold minorities. One
of principals reportedly is J. Elroy
McCaw, multiple station owner who in
past decade has figured in number of
highly successful transactions. He's now
in Europe, presumably on this deal.
B»T
SWEEPSTAKES for Pabst Brewing Co.'s
$6-$7 million account has narrowed to
three agencies, it's understood, with good
likelihood business will remain in Chicago
in brewery's headquarters area. If so,
either Edward H. Weiss Co. or Leo Bur-
nett, present agency, probably will be
named. Lennen & Newell emerges as
jrontrunner in New York consideration.
Decision will be announced this week.
B»T
BUYING URGE • Warner - Lambert
Pharmaceutical's Emerson Drug Div.,
Baltimore, reportedly is so enthused with
tv success of Flav-R-Straws Inc. that it's
following somewhat similar spot pattern on
behalf of new Fizzies tablet (converts tap-
water into carbonated fruit-flavored drink).
For this first big campaign, since introduc-
ing tablet in three test markets on tv
last year, Lennen & Newell, Emerson
agency, is launching 13-week campaign
in 15 top markets in east and midcentral
states. Reports are that there are "no
limitations" on number of stations being
sought depending on suitability of pro-
gram fare.
B»T
RIPENING overseas market for film on
tv is pointed up by contract, yet to be an-
nounced but understood to be already
signed, between Associated Artists Pro-
ductions and commercial tv entity in Eng-
land. Involved are Popeye cartoons, dis-
tributed by AAP in U. S. and abroad.
B«T
LONG PULL • In advertising campaign
unusual in its field, Century Theaters Inc.,
chain of 33 motion picture houses in
New York area, has signed 52-week con-
tract with WOR New York to sponsor
(six-hours-weekly) half-hour segments of
Music from Studio X (9 p.m.- 12 mid-
night EDT) and five 15-minute segments
weekly of Bob Smith Show ( Mon.-Fri.,
2-4 p.m. EDT). Century, which has used
radio sparsely and intermittently hereto-
fore, reportedly decided to test radio for
prolonged impact as result of various re-
search studies, including those by Sindlin-
ger & Co.
B»T
RKO Television this week is expected to
announce itself as first client of Adolf N.
Hult, onetime executive and member of
board of Mutual, who left Screen Gems
in past week as vice president, and now is
in new venture of consultant for tv film
companies on network and national sales.
B«T
OPPOSITION MUSTER • New entry
will join fight of Daytime Broadcasters
Assn. for more morning-evening hours,
but on opposition side. Group of fulltime
regionals will ask to appear before special
Senate committee hearing DBA case to
oppose added daytimer hours, claiming
interference with existing service. Among
first stations in group, which is start-
ing organizational work, are WAVE Louis-
ville; WSAZ Huntington, W. Va.: WWDC
Washington; WREC Memphis: WCHS
Charleston, W. Va., WCOJ Coatesville.
Pa., and KIUP Durango, Colo.
Broadcasting • Telecasting
April 29. 1957 • Pa
"Understand there's
never a dull moment
for advertisers,
either."
In any off these 5 important markets . . .
every time is a good time with the Storz Station.
MINNEAPOLIS-ST. PAUL . . . with WDGY.
Latest Trendex puts WDGY first ! Whether
you prefer Pulse, Trendex, Hooper or
Nielsen, WDGY has prime availabilities in
many first place segments in every recent
report. See John Blair or WDGY GM Steve
Labunski.
OMAHA . . . with KOWH. Now in its
sixth year of first place dominance. First
on latest Hooper, Pulse and Trendex. Con-
tact Adam Young Inc., or KOWH General
Manager Virgil Sharpe.
KANSAS CITY . . . with WHB First per
Hooper, first per Area Nielsen, first per
Pulse, first per Trendex. 87 % renewal rate
among Kansas City's biggest advertisers
proves dynamic sales power. See John
Blair or WHB GM George W. Armstrong.
NEW ORLEANS . . . with WTIX. Month
after month WTIX maintains or widens its
first place position in New Orleans listen-
ing. First on Pulse (6 a.m.- 6 p.m., Mon.-
Fri.) And first per latest Hooper. Ask
Adam Young Inc., or WTIX GM Fred
Berthelson.
MIAMI . . . with WQAM. Way out front.
More than twice the audience of the second
station, per latest Hooper. Now Pulse joins
Hooper and Trendex in agreement: All
three show WQAM first — all day ! See John
Blair, or WQAM GM Jack Sandler.
TODD STORZ
Today's Radio for Today's Selling
Page 6 • April 29, 1957
Broadcasting • Telecasting
at deadline
Ford, CBS in $5 Million Talk
As Radio Network Sales Boom
RADIO network sales took sudden jump in
activity this past week with several advertisers
slated to pour budgets into radio programs.
Ford Motor Co. is expected to sign one of
largest deals placed in number of years with
CBS Radio for $5 million contract where-
by advertiser will sponsor daytime and night-
time shows, beginning next fall [At Dead-
line, April 8]. DuPont deNemours (Zerone),
Wilmington, Del., for first time in six years,
returning to network radio with about 40 five-
minute shows weekly featuring Bea Wain and
Andre Baruch on ABC Radio, through BBDO,
New York. Meanwhile Ford Motor Co. in ad-
dition to its radio activity, dropped its ABC-TV
Ford Theatre and has bought a half of Crisis,
Monday, 10-10:30 p.m. on NBC-TV. Agency
for Ford: J. Walter Thompson Co., N. Y.
General Motors Corp. (Pontiac Div.) will
invest $600,000 in four week campaign on NBC
Radio, starting today (Monday), buying one-
quarter of network's News on the Hour, cov-
ering 17 five-minute newscasts. Agency: Mac-
Manus, John & Adams.
C&W May Expand Further
CUNNINGHAM & WALSH, which recently
absorbed two other standing agencies and set
up new executive management structure, is in
talking stage with still another company re
proposed working agreement, it's learned. While
agency is one of lesser known entities in ad-
vertising field, such an arrangement, it's felt,
would mean further expansion by C&W, which
absorbed Brisacher, Wheeler & Staff and The
Mayers Co. few months ago.
S.D. Community Relay Approved
FCC granted Blackhills Video Co. authority to
construct microwave relay between Denver,
Colo., and Rapid City, S. D., to feed Denver tv
signals to community antenna system in South
Dakota city. Competitor Bartlett & Reed Man-
agement withdrew. AT&T was allowed to in-
tervene. Rapid City antenna system to be built
by Midwest Video Corp.
APRA Honors NBC
NBC Friday was awarded American Public
Relations Assn.'s "Certificate of Achievement"
for its "public relations efforts to acquaint
American people with values of network serv-
ice."
FCC Defends Allocations Policy
In Answering Hennings' Queries
THE FCC defended its allocations policies to-
wards networks against allegations of possible
network monopoly last Friday in written an-
swers to recent questions by Sen. Thomas C.
Hennings Jr. (D-Mo.). Copies of FCC an-
swers to Sen. Hennings' ten questions, directed
to Commission last month following their in-
terrogation by Senate Commerce Committee,
were released Friday by Senate Communica-
tions Subcommittee office.
Though not referring specifically to the St.
Louis ch. 11 grant to CBS last month, FCC
statement asserted "we do not believe any sig-
nificant monopoly situation can be created or
aggravated" because "Commission's multiple
ownership rules place a sufficiently low maxi-
mum on the total number of stations which
may be owned by any person, including a net-
work . . ."
In answer to query about delaying decisions
until congressional committees, the Justice De-
partment and its own network study staff com-
plete investigations into network practices and
possible antitrust violations, FCC noted:
"It is the Commission's position, . . . , that
such corrective action ... as might be neces-
sary in the light of any such [antitrust viola-
tion] determination should be taken by divest-
ment orders . . ."
Statement also added: ". . . the Commission
does not believe it would be appropriate under
the Communications Act to defer action upon
pending applications involving network organi-
zations to await the outcome of the several
investigations to which you refer."
Cassel Group Purchases Fifth
FIFTH station added to T. K. Cassel group
with $100,000 purchase of WGGG Gainesville,
Fla. (250 w on 1230 kc) from R. M. Chamber-
lain and associates. Sale, announced Friday
and subject to usual FCC approval, handled by
Blackburn & Co. Mr. Cassel, in association
with others, owns WTVE (TV) Elmira and
WTKO Ithaca, N. Y.; WDBF Delray Beach,
Fla.; WHCA-AM-FM Chambersburg, WATS
Sayre and WBRX Berwick, all Pa., and WOND
Pleasantville, N. J.
BBDO Elects Three VP's
THREE executives elected vice presidents of
BBDO, N. Y., Charles H. Brower, general
manager, announced Friday. Ben Gedalecia,
with agency since 1954 and member of plans
board, becomes vice president in charge of
research; Ralph H. Major Jr., with agency
since 1953, named vice president in charge of
public relations, and Henry J. Payne, with
firm since 1924 as art director, becomes vice
president.
Bascom Heads WBC Radio Sales
PROMOTION of Perry B. Bascom, eastern
sales manager of Westinghouse Broadcasting
Co.'s radio division, to national radio sales
manager, announced Friday by Alexander W.
(Bink) Dannebaum Jr., WBC vice president
in charge of sales. Mr. Bascom was appointed
eastern sales manager in June 1956.
• BUSINESS BRIEFLY
Late-breaking items about broadcast busi-
ness; for earlier news, see Advertisers
& Agencies, page 34.
SEARCHING FOR ANOTHER • Toni Div.,
Gillette Co., Chicago, looking for another al-
ternate week sponsorship of a television show
for next fall, through North Adv., N. Y. Mean-
while, Toni with alternate week sponsor,
DeSoto Div. of Chrysler Corp., has renewed
Groucho Marx — You Bet Your Life on NBC-
TV, probably effective Sept. 26. Toni also
renewing People Are Funny on NBC-TV prob-
ably will renew Talent Scouts on CBS-TV.
QUICKIE SPOTS SET • Sinclair Refining Co.,
N. Y., buying "quickie" radio spot announce-
ments, five-seconds long, starting at different
dates during May on nearly 800 stations. Agen-
cy: Morey, Humm & Warwick, N. Y.
HOPE FOR WATCHES • United States Time
Corp. (Timex watches), N. Y., planning to buy
six spectaculars featuring Bob Hope starting
in October on NBC-TV. Agency: Peck Adv.,
N. Y.
BRING ON THE GIRLS • General Foods
Corp. and Procter & Gamble signed for alter-
nate week sponsorship of Those Whiting Girls
on CBS-TV, starting July 1 in Monday 9-9:30
p.m. EDT period succeeding / Love Lucy.
Whiting program was summer replacement on
CBS-TV two years ago. General Foods agen-
cy. Young & Rubicam; P&G agency. Grey
Adv., both N. Y.
ANOTHER FOR COMO • American Dairy
Assn., Chicago, will join list of sponsors on
Perry Como Show Saturdays, on NBC-TV,
beginning next fall. Agency: Campbell-Mithun,
Chicago.
RAZOR RADIO • Schick Razor, N. Y.,
through Benton & Bowles, N. Y., placing ra-
dio spot announcement campaign in about 20
markets, starting now and in early May.
EIGHT-MARKET DRIVE • Lever Bros. Co.
(Dove Beauty Bar soap), N. Y., launching six-
week tv spot campaign May 5 in eight mar-
kets: West Hartford-New Britain, Springfield,
Mass., Boston, Pittsburgh, Steubenville, Al-
toona-Johnstown, Washington and Baltimore.
Agency: Ogilvy, Benson & Mather, N. Y.
STOP 'N SAVE SPENDS • Stop 'n Save Trad-
ing Stamp Corp. (Triple-S Blue stamps), sub-
sidiary of Grand Union Supermarkets, Hacken-
sack, N. J., planning 13-week radio spot cam-
paign in approximately 25 New York State
markets in June. Agency: Hilton & Riggio,
N. Y.
PUSH FOR FLIT • Esso Specialties Div. (Flit,
household insecticide), N. Y., is planning to
spend $150,000 in radio and television to pro-
mote Flit during summer season. Advertiser
will use its Esso Reporter and spot series start-
ing May 27 to run through July in nearly
dozen markets on radio and tv. McCann-Erick-
son, N. Y., is agency.
BOSSES ARE BANNED
ADVERTISING agency executives in
New York often are invited to cocktail
parties for screenings of new tv film
series. Their poor, beleaguered secretaries
rarely are invited. So, National Telefilm
Assoc., New York, decided Friday to in-
vite agency secretaries — and leave Mr.
Executive back in office — to preview
party Thursday of How to Marry a Mil-
lionaire new series produced jointly by
NTA and 20th Century-Fox.
Broadcasting • Telecasting
April 29, 1957 • Page 7
WHEN-TV
MEREDITH
SYRACUSE
TELEVISION CORP
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commercial manager,
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AFFlUATED W!
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MEREDITH STATIONS
KCMO and KCMO-TV,Kansas City • KPHO and KPHO-TV, Phoenix
WOW and WOW-TV, Omaha • WHEN and WH EN-TV, Syracu se
Page 8
April 22, 1957
Broadcasting
Telecasting
PEOPLE
at deadline
TV NETWORK MARCH GROSS: $43.5 MILLION
TV networks' gross time charges in March
totaled more than $43.5 million, or 7.3%
above same month last year. For January-
March, gross billing was 8.4% above 1956's
first quarter. Publishers Information Bureau
Friday also reported CBS-TV led other net-
works with more than $20 million gross billing
in March, scoring 12.8% increase over its total
for same month a year ago.
PIB figures:
ABC
CBS
NBC
TOTAL
March
1957
S 6,848,848
20,172,173
16,532,394
$43,553,415
March
1956
$ 6,747,928
17,884,976
15,955,688
$40,588,592
increase
1.5
12.8
3.6
7.3
Jan. -March
1957
$19,739,917
58,712,735
47,987,966
$126,440,618
Jan. -March
1956
$19,548,184
52,633,792
44,495,804
5116,677,780
%
increase
1.0
11.5
7.8
8.4
FCC Grants Two New Ams
In Portland, Wolf Point
FCC Friday granted new am on 1290 kc, 1
kw daytime in Portland, Ore., to Robert E.
Bollinger and at the same time denied KLTQ
Portland's request for license renewal on same
facilities. KLIQ, involved in financial difficul-
ties and silent since April 12. 1954, also was
denied change in transmitter and studio loca-
tion.
Grant to Mr. Bollinger finalized an initial
decision issued March 12, 1956. Commission
ruled that KLIQ failed to show that it possesses
the qualifications necessary to operate station.
In second decision, Commission granted Hi-
Line Broadcasting Co. 1490 kc with 250 w in
Wolf Point. Mont., and denied competing ap-
plication of Wolf Point Broadcasting Co. Comr.
John C. Doerfer voted for Wolf Point and
Comr. T. A. M. Craven abstained.
Hi-Line was favored on grounds of local
ownership, civic participation, integration of
ownership with management and greater diver-
sity of background. Hi-Line principals are
Mike M. Vukelich, E. E. Krebsbach and Robert
E. Coffey. Mr. Krebsbach owns KGCX Sid-
ney, Mont., which was shifted to that city
from Wolf Point in 1942.
Tv ID's Cost $46.8 Million
TvB reported Friday that $46,806,000 was
spent during 1956 on television ID's, said to
represent about 11.8% of total amount in spot.
Twelve national and regional spot adver-
tisers who spent $500,000 or more in tv ID's
in 1956. according to TvB, are Brown & Wil-
liamson Tobacco Co., Coca-Cola Co. Bottlers,
Cream of Wheat Corp., Duncan Coffee Co.,
Florida Citrus Commission. Ford Motor Co..
General Foods Corp., Lever Bros. Co., Lig-
gett & Myers Tobacco Co., P. Lorillard & Co..
Philip Morris & Co. and Pepsi-Cola Bottlers.
KHEP Owners Buy KEPO
KEPO El Paso, Texas, 690 kc with 10 kw
power, sold Friday to Arizona group for $150,-
000, subject to FCC approval. Transaction
handled by Hamilton, Stubblefield, Twining &
Assoc. Buyers are Ray Odom and A. V. Barn-
ford, partners in KHEP Phoenix, and E. O.
Smith, Phoenix furniture dealer. They bought
KEPO Broadcasting Co. stock from John W.
Stayton. Austin attorney. Frank Stewart is
general manager of station, founded in 1948.
It has ABC affiliation. Messrs. Odom and Barn-
ford have cp for new station in Tucson.
OUR DEEPEST SYMPATHY
BROADCASTERS plagued by "equal
time" demand from political candidates
can take solace from following Jersey
City tidbit: Five candidates, challenging
five incumbent city commissioners in up-
coming elections, charged local Jersey
Journal with granting administration "ex-
cessive" space and sparse coverage to
their campaign. At first they installed lady
pickets in front of office of newspaper
and other cities criticizing Journal in
ripe terms; then bought ten 20-minute
programs on WATV (TV) Newark, start-
ing last Wednesday with program high-
lighting lady pickets. Spokesman for
Jersey Journal told B»T that newspaper's
only comment would be editorial of
April 16, titled "The Lady's Picket."
which said Journal would offer space
to all candidates for charges they could
prove and would print any other charges
for which an indemnity bond was posted.
Blumenthal Files Application
For Terre Haute's New Ch. 2
CY BLUMENTHAL Friday filed application
with FCC for new tv station on ch. 2 in Terre
Haute, Ind., recently assigned to that city [B«T.
March 5]. He asked 100 kw with antenna 990
ft. above average terrain. Construction costs
estimated at $483,622 with $600,000 for first
year operation.
Mr. Blumenthal owns WCMS Norfolk,
WARL-AM-FM Arlington, both Va.; KCKN
Kansas City, Kan.; 10% of WROV Roanoke,
Va.; applicant for new am at Denbigh, Va.,
and holds cp for dark ch. 20 WARL-TV Ar-
lington.
Ch. 10 WTKI-TV Terre Haute has applica-
tion pending before Commission to change
to ch. 2.
St. Louis Ch. 1 1 Grant Appealed
BROADCAST HOUSE Inc., applicant for ch.
11 East St. Louis, 111., has filed appeal in U. S.
Court of Appeals against FCC's grant of St.
Louis ch. 11 to CBS [B»T, April 1]. Broadcast
House claimed FCC erred in not making grant
to it, since East St. Louis has no tv outlets,
while St. Louis has three. CBS won final de-
cision over four other applicants for ch. 1 1
facility.
Broadcasting
Telecasting
RODGER HUTZENLALB, radio-tv research
staff. Young & Rubicam, N. Y., for past four
years, appointed assistant to Ray Jones, head
co-ordinator of spot broadcasting, Y&R.
BASIL W. MATTHEWS, Ogilvy. Benson &
Mather, N. Y., to Ruthrauff & Ryan, N. Y.. as
vice president and account supervisor on Flav-R
Straw account. ELLIOT REED continues as
Flav-R Straw account executive at agency.
STANLEY DUDELSON, north central divi-
sion manager of Screen Gems, named midwest
division manager, effective Wednesday, re-
placing HENRY A. GILLESPIE, resigned.
WILLIAM E. YOUNG and TED SWIFT ap-
pointed to SG's midwestern sales staff; PAT
RASTALL has resigned from Chicago staff.
Radio's Readjustment to Tv
Cited by NARTB's Tower
RADIO has successfully adjusted to television's
competition by adapting its service to new
needs of advertisers and listeners, Charles H.
Tower, NARTB employe-employer relations
manager, told Pacific Coast Oil Heat Institute
Convention, in Portland, Ore., Friday.
Mr. Tower related how radio broadcasters
emphasized music, news and sports as they
developed specialized audiences in the face of
tv's dramatic expansion. Radio's price differ-
ential and mass appeal are attractive to ad-
vertisers, he said, adding that it is hiring more
and better salesmen "to sell commercial time
and to seek out business it once was content
to let come to it." Result has been steady in-
crease every year but one from 1948 to 1956.
he said.
Lackey Cancels Appearance
At Senate-Daytimers' Hearings
WASHINGTON attorney for Community
Broadcasters Assn.. Howard J. Schellenbere
Jr., announced Friday that F. Ernest Lackey,
association president, would not appear Mon-
day before Senate Special Daytime Radio
Broadcasting Subcommittee as originally sched-
uled.
Mr. Schellenberg said FCC sources told him
that the Commission would give early and seri-
ous consideration to Community Broadcasters'
year-old petition that group's stations be per-
mitted to increase their power from 250 to
1,000 watts. Mr. Lackey, also president and
general manager of WHOP Hopkinsville. Ky..
was to be only witness testifying for Com-
munity Broadcasters.
KMTV (TV) Charges Service Loss
LOSS of service was point on which ch. 3
KMTV (TV) Omaha, Neb., filed appeal Fri-
day in U. S. Court of Appeals. Washington,
against FCC's assignment last month of ch. 3
to Ainsworth. Neb. KMTV said it had sug-
gested assignment of chs. 7. 8. 12 or 16 to
Ainsworth, entailing no loss of service to
KMTV. but FCC adamantly allocated ch. 3.
Almost 200,000 people will lose KMTV and
other tv stations' signals, Omaha outlet as-
serted.
Loss Recorded by DuMont Labs
ALLEN B. DuMONT Labs. Friday reported a
loss of $353,000 on sales of $10,059,000 for
first quarter of 1957. This compares with op-
erating loss of $228,000. reduced by federal
income tax carryback of $149,000 to net loss
of $79,000. on sales of $11,645,000 for cor-
responding period of 1956.
April 29, 1957 • Page 9
the week in brief
A TAX BLOW TO BROADCASTERS?
Internal Revenue disallows five-year
depreciation claim on $5 million net-
work affiliation value set by Westing-
house for former WPTZ (TV) Phila-
delphia. Ruling could set precedent
that would deflate station sale prices
: 33
TV NETWORK LINEUP FOR FALL
Close to $5 million weekly will go into
programming alone. B*T presents a
run-down chart, with estimated costs,
of the networks' fall schedules . 34
AGENCY BUSINESS BOOMS
Three out of four handled more busi-
ness last year, three out of five made
more money, A AAA President Gam-
ble tells annual meeting in White Sul-
phur Springs last week 36
PUTTING ARTISTRY INTO ADS
Practical suggestions for improving
tv commercials are offered by Jack
Baxter of Earle Ludgin Co. in a
presentation to AAA A 37
WHAT'S AHEAD FOR RADIO-TV?
Western States Advertising Agencies
told by RAB's Sweeney that '57 will
be another record year for radio.
Marketing expert Barton forecasts rosy
future for advertising, particularly tv
and spot radio; says 15% discount
gradually will fade 38
BAD HABITS IN RADIO
FC&B's Pardoll warns that a few may
spoil the good work of all by over-
commercialization, unwarranted rate
increases and forced combination
sales 46
A LOOK AT COMMERCIALS
AAA A delegates get a thorough re-
view of today's tv commercials. B*T
presents a sampler 48
departments
Advertisers & Agencies 34
At Deadline . 7
Awards 108
Closed Circuit 5
Colorcasting 118
Editorial 124
Education 114
Film 88
For the Record 115
CBS MAY SUE IBEW
Possibility of legal action triggered
by cancellation of network special
telecast April 21 when IBEW and
IATSE couldn't resolve jurisdictional
problem 61
PAY-TV TEST SNAGGED
Rep. Harris raises "constitutional"
questions, suggests FCC better check
on Hill before authorizing tests. Com-
mission defers action pending con-
ference with commerce committee
chairman. Rep. Celler also asks de-
lay, pending hearing on his bill to
ban home payments for tv . . . . 64
TV PRODUCERS SUBPOENAED
Seven independent programmers to
testify before FCC's special network
study committee at hearings starting
May 1 in New York 67
MODIFIED TV ALLOCATIONS
FCC will look into relaxation of its
rigid tables in a manner likened to
the Craven plan 68
THE DAYTIMERS CHANCE
Broadcasters to get opportunity to air
complaints at two-day hearing this
week 70
SOAP OPERAS MEAN SALES
CBS Radio's Hausmann offers facts
and figures to show daytime radio
serials have a loyal audience that in-
cludes top purchasers of consumer
goods. Get to know that audience, he
exhorts AWRT delegates 80
WHITNEY FORMS RADIO-TV ENTITY
Corinthian Broadcasting Corp. set up
to handle four tv and two radio prop-
erties. Wrede Petersmeyer is president
of policy body 96
MUSIC 'KICKBACKS' OFFERED
But BMI frowns on suggestion of
member Greenfield Music Inc. to
turn back part of royalties to stations
using material 105
rni
hi
Government 64
In Review 17
Lead Story 33
Network Showsheets . 74
Networks 103
On All Accounts .... 28
Open Mike 20
Our Respeds 25
Personnel Relations . 61
Professional Services 94
Program Services 105
Programs& Promotions 110
Ratings 42
Stations 96
Trade Assns 80
Upcoming 118
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash
Secretary
B. T. Taishoff Irving C. Miller
Treasurer Comptroller
BROADCASTING *
TELECASTING
Page 10
April 29, 1957
THE BUS I NESS WEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abram-s, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Argyll Campbell, Jacqueline Eagle,
Jere McMillin, Ann Tasseff
EDITORIAL ASSISTANTS: Hilma Blair, Robert Con-
nor, Frances Pelzman, Rita Wade
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfield R. Levi (New York")
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Wilson D. McCarthy
ADVERTISING ASSISTANTS: Doris Kelly, Ada Michael.
Jessie Young
COMPTROLLER: Irving C. Miller
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BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighetti
STAFF WRITERS: Frank P. Model, Beverly Berl,
Diane Schwartz
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton,
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Bialas
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issues: $7.00. Annual
subscription including BROADCASTING Yearbook (53d
issue): $9.00, or TELECASTING Yearbook (54th issue):
$9.00. Annual subscription to BROADCASTING • TELE-
CASTING, including 54 issues: $11.00. Add $1.00 per
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ADDRESS CHANGE: Please send requests to Circulation
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BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
Telecasting
mi
CORI
I
H
I ■
. H. Whitney & Company an-
nounces the formation of the
Corinthian Broadcasting Corpo-
ration to coordinate the manage-
ment policies of its stations.
The television stations are WISH-
TV Indianapolis, WANE-TV
Fort Wayne, KOTV Tulsa and
KGUL-TV Galveston, serving
Houston.
The radio stations are WISH Indi-
anapolis and WANE Fort Wayne.
All are CBS affiliates.
'Always to be best,
and distinguished above the rest"
HOMER, 900 B. C.
Responsibility in Broadcasting
BROADCASTING C
630 Fifth Avenue, New York 20, N. Y.
Upolis, WANE & WANE-TV Fort Wayne, KOTV Tulsa, KGUL-TV Galves
lTION
KOTV
KOTV has more viewers
in the richTulsa market
than all other stations
combined*
CBS Basic Affiliate
Represented by Petry
♦TOTAL WEEK (ARB, FEB. '57, AND NCS t2)
I
k.TE-iV,'
UL
KGUL-TV now leads all
other stations in the
Houston area ARB*
and is the only station
delivering city-grade sig-
nal in both Houston and
Galveston.
^ CBS Basic Affiliate
Represented by CBS
Television Spot Sales
*TOTAL WEEK (ARB, FEB. '57 AND HOUSTON-GAL-
VESTON TELEPULSE, JAN. "57)
CORINTH I JH STATIONS s*t»«»™»y >» B™
WISH & WISH-TV Indianapolis, WANE & WANE -TV Fort Wayne, KOTV Tulsa, KGUL-TV Galveston, serving Houston
WISH-TV has more
viewers in Indianapo-
lis than all other stations
combined.*
^ CBS Basic Affiliate
Represented by Boiling
♦TOTAL WEEK (ARB, JAN. '57, NSI AREA, DEC. '56,
TELEPULSE, OCT. '56)
E
WANE-TV now leads
in the billion dollar all-
UHF Fort Wayne market.*
m CBS Affiliate
Represented by Petry
*TOTAL WEEK (15 COUNTY FORT WAYNE AREA
ARB, FEB. '57)
STATIONS Responsibility in Broc
WISH & WISH-TV Indianapolis, WANE & WANE-TV Fort Wayne, KOTV Tulsa, KGUL-TV Galveston, serving Houston
Ml
CORIMJTH
RADIO
H
Indianapolis
1^
ft
Fort Wayne
Serving the radio needs of
these two major Indiana
markets.
CBS Radio Affiliates
S TAT IONS Responsibility in Bm
WISH & WISH-TV Indianapolis, WANE & WANE-TV Fore Wayne, KOTV Tulsa, KGUL-TV Galveston, serving H.
llLllii
IN REVIEW
THE GENE AUSTIN STORY
NBC-TV resurrected a portion of the life
of Gene Austin, who crooned his way to
fame in the twenties, on the Goodyear Play-
house on Easter Sunday, but it would have
been charitable if the network either had
passed up this uninspired script or permitted
Mr. Austin to rest in the obscurity he claims
to prefer.
The teleplay dealt with Mr. Austin's
phenomenal rise to success and adhered to
the formula of an endless cycle of Holly-
wood "show business movies" by tracing
the pitfalls and temptations that beset many
successful entertainers. There was no dis-
cernible trace of originality in the script.
Though the story centered on Mr. Austin's
climb to fame, ending on the eclipse of his
career in the early 1930s, a publicity state-
ment from NBC-TV noted that Mr. Austin
has shunned show business since 1932 and
has been traveling since that date, living
on the royalties from his songs. It appears
that his story may have been revived to
bolster RCA's two new Austin albums, one
of them including the old songs sung by
"the 1957 Gene Austin."
There were several bright spots in the
dreary presentation. Nineteen songs popu-
larized by Mr. Austin were heard by record-
ings, including such all-time favorites as
My Blue Heaven, Yes, Sir, That's My Baby,
Sleepy Time Gal, Ramona, Ain't She Sweet
and Bye Bye Blackbird. They provided a
pleasant interlude. George Grizzard was
commendable in the role of crooner Austin
and did well in pantomiming the Austin
tapes. The play was helped by the presence
of Edward Andrews (in the role of the mu-
sic publisher), who turned in his customarily
superb performance.
Production costs: Approximately $55,000.
Sponsored by the Goodyear Tire & Rubber
Co. through Young & Rubicam; color-
cast on NBC-TV on April 21, 9-10 p.m.
EST.
Producer: Philip Barry Jr.; director: Herbert
Hirshman; teleplay by Ernest Kinoy.
Starring: George Grizzard and Edward An-
drews; in cast: Phyllis Newman, Jerome
Cowan, Scott McKay and Jack Costello.
A MAN'S GAME
NANETTE FABRAY in the role of Jose-
phine Evans sparkled in what otherwise
was a rather dull affair of a musical version
of "A Man's Game" on the Kaiser Alumi-
num Hour on NBC-TV Tuesday night.
Lou Daniels, manager of the New York
Titans, visits the Evans farm to look over
a new catcher prospect, Chuck Evans, and
winds up by signing his sister, Josephine,
who learned how to hurl an incurve and out-
curve in the same pitch by "tossing stones
at crows in the cornfield." Corn abounded
in this telecast, with hardly an excuse to
the viewers for pitching it in a prime hour
spot.
With a few songs and choruses, along
with bubbling Miss Fabray, the hour some-
how carried through despite the bumbling
story line. Before the telecast was a few
minutes old, the plot was obvious as to
the windup and delivery: Josephine marries
her farmhand sweetheart before she shows
up for spring training in Florida, then the
irritation of her mate at being a "player
husband" and finally, the obvious conclu-
sion— pitcher Josephine is going to be a
mother.
Approximate production costs: $50,000.
Sponsored by Kaiser Aluminum, through
Young & Rubicam, telecast on NBC-TV
April 23, 9:30-10:30 p.m., EST.
Written by David Shaw; original music and
lyrics by Jack and Madeline Segal; pro-
duced by David Suskind and Al Levey;
directed by Paul Lammers.
SEEN & HEARD
THE LATE Robert E. Sherwood never was
too happy about his exclusive NBC con-
tract during the last year of his life and it
seems slightly ironic that he should be resur-
rected as a tv playwright at Eastertime and
come off so well, too. Last Monday, the net-
work staged his heretofore unseen "The
Trial of Pontius Pilate" on Robert Mont-
gomery Presents ("The Mennen Hour"). In
perspective (with the overwhelming mass of
Easter shows, religious or otherwise) it was
one of the better programs offered.
BOOKS
THE TELEVISION COMMERCIAL, 2nd
edition, by Harry Wayne McMahan, Has-
tings House, 41 E. 50th St., New York.
223 pp. $6.50.
THE AUTHOR employs a lively style in
this revised and enlarged edition devoted
exclusively to techniques of creating and
producing tv commercials. Using more than
100 news stills from top tv spots and insert-
ing three new chapters, Mr. McMahan has
analyzed live and film production, cartoon,
stop motion, photo animation and other
techniques. The book deals mainly with
the advertising strategy and production tech-
niques in the tv commercial.
TELEVISION ENGINEERING, Vol. 3, by
S. W. Amos and D. C. Birkinshaw. Iliffe
& Sons Ltd., London, and Philosophical
Library, New York. 226 pp. $15.
THE THIRD volume of a textbook on tele-
vision engineering by members of the BBC
Engineering Division, the work provides a
comprehensive survey of modern television
principles and problems. Mainly, the text
deals with the fundamentals of the circuits
commonly used to generate such signals as
sinusoidal, rectangular, sawtooth and para-
bolic waves. The treatment is largely de-
scriptive in nature.
ELECTRICITY AND MAGNETISM by J.
Newton. Philosophical Library, New
York, 613 pp. $10.
THIS educational book avoids placing un-
due emphasis on electrostatics and magnet-
ism by treating them in the first two chap-
ters and deferring a detailed account until
later. The fundamental concepts met within
a study of electricity and basic to radio-tv
are fully explained.
Outrates all
syndicated
shows!
San Francisco — highest rated
syndicated program (22.7, Pulse,
2/57) outrating George Gobel,
Gunsmoke, Zane Grey Theatre,
Jackie Gleason, Lux Video
Theatre, etc.
Twin Cities— highest rated syn-
dicated program in Minneapolis-
St. Paul (16.0, Pulse, 11/56) out-
rating Warner Brothers, Father
Knows Best, West Point, etc.
Outrates all competition in
Atlanta, Indianapolis, Portland,
Oregon, etc.
Stage 7's a dramatic anthology
which can do a fine-rating, fine-
selling job in your market, as it
is already doing in more than a
hundred others. Better check
Stage 7 for your market today.
Write, wire or phone collect for
availabilities.
Broadcasting
Telecasting
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2l0€
April 29, 1957 • Page 17
$24,000,000 in gross billings have rolled into NBC daytime television during the past
two months. During a single week-ending April 15-the advertiser swing to NBC day-
time hit two million a day. Six new sales, two renewals. Total for the week : ten million !
General Foods, Chesebrough-Pond and S.O.S. joined the rapidly expanding list of
national advertisers who are discovering the new values of NBC daytime. P & G and
Standard Brands extended their daytime purchases. Miles and Alberto-Culver not
END IN SIGHT !
only renewed their existing- schedules, but made important additional purchases.
What's behind it all? The simple fact that advertisers go where the audience goes.
And, as Nielsen, Trendex and ARB all show, millions of daytime viewers have been
switching to NBC. In one year NBC daytime audiences have increased 34 %?
As Variety headlined it, "There Just Seems No Ending to That NBC -TV Day Push"!
"NielsenMar. II '56- 57, 11 am-1 pm, 2:30-5:30 pm
OPEN MIKE
t
Station
Sales
KIDDER,
PEABODY
CO.—
• Has an established re-
lationship with most
of the important
sources of investment
capital in the country.
• Maintains close con -
tact with all phases
of theTelevision and
Radio industry.
We invite the
station owner to
take advantage of
this dual coverage
when considering
the sale of his
property.
KIDDER,
PEABODY 3 CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
principal cities in the United States
Address inquiries to:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illinois
Telephone ANdover 3-7350
'Yearbook-Mcirketbook' Accolades
editor:
The Broadcasting Yearbook-Market-
book is always an excellent job and I have
occasion to refer to it frequently.
Jerome Feniger
Vice President
Cunningham & Walsh
New York City
editor :
Congratulations on continuing to turn
out a useful and what we consider to be a
handy reference source. We'll have occa-
sion to refer to it throughout the coming
year.
Phil Branch
Media Group Supervisor
Grey Adv. Agency
New York City
editor:
The yearbook-marketbook will be of
great use in the coming year.
William H. Spire
Vice President
Sullivan, Stauffer, Colwell & Bayles
New York City
editor:
I've often needed an extra one [Yearbook-
Marketbook] to keep at home for quick
weekend and evening reference.
Lansing B. Lindquist
Vice President
McCann-Erickson
New York
editor:
This [Yearbook-Marketbook] is a most
useful tool . . .
Victor Seydel
Vice President in Chg. Radio & Tv
Anderson & Cairns
New York City
WCBS' New General Manager
EDITOR :
I read on page 110, B*T April 22 that
Jules Dundes has just appointed Sam Slate
as manager of WCBS-TV (New York). For
your records, Sam Slate has become general
manager of WCBS, which is a genuine ra-
dio station.
Arthur Hull Hayes
President
CBS Radio
New York City
We Stand Corrected
EDITOR:
On page 142 of B«T April 1 there appears
under For The Record, in regard to an
application by W. Gordon Allen for a new
station in Eugene, a satement that he owns
KSGA Cottage Grove. I bought KSGA
from Gordon Allen almost three years ago,
and it has been known as KOMB for two
and a half years. . . .
Orlo Bagley, Owner
KOMB Cottage Grove, Ore.
Nielsen
Study
# 2 Shows
WPTF
More daily listeners
than any other North
Carolina, South
Carolina or Virginia
station!
Reaches over 50% of all radio
homes in 84 counties! Three
more counties than 1952 study. ^
BIGGER MARKET!
Population 3,065,600
Households 746,740
Spendable Income $3,304,021,000
Retail Sales $2,355,862,000
Food Sales $530,006,000
Drug Sales $63,459,000
Gen. Merchandise $304,263,000
Apparel Sales $124,228,000
Home Furn. Sales . $138,186,000
Automotive Sales $517,228,000
Gas Station Sales . . . $206,042,000
Farm Population 1,208,500
Gross Farm Income. . $1,002,864,000
♦Source: Standard Rate and Data
IP
V
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
National Representatives
Page 20 • April 29, 1957
Broadcasting
Telecasting
WATCH WTCN-TV
. . . where BIG things are happening!
We've just enlarged our trophy room.
Had to, to make room for the two newest awards won by WTCN-TV and
WTCN-TV personalities. This time, from the Twin Cities branch of AFTRA, to
Frank Siefert, (left above) , the award for the outstanding Master of Ceremonies on TV,
and to Frank Buetel (right above) , the award for Best Sportscaster for TV.
We mention these awards with due modesty. After all, haven't we been saying
"Watch WTCN-TV, where BIG things are happening"? Get the sales
reward these awards can bring you. Contact
your Katz representative today!
WTCN-TV
MINNEAPOLIS -ST. PAUL
ABC Network - 316,000 watts
Represented Nationally by the Katz Agency, Inc. Affiliated with WFDF,
Flint; WOOD AM & TV, Grand Rapids, WFBM AM & TV, Indianapolis.
Broadcasting • Telecasting
April 29, 1957 • Page 21
an open letter to Mr. Goldenson. . .
Dear Mr. Goldenson,
I think you ought to know that your TV and radio affiliate
here in Seattle, KING, is 24-sheeting you all over this terri-
tory as the best thing that has happened to telecasting and
broadcasting since the invention of the sponsored program.
The things they are saying about your inspired direction of
ABC and the network's vitality and growth — and the roseate
future of all ABC affiliates — you couldn't bring yourself to be-
lieve, even, without standing on a ladder. As a newspaperman
who still doubts that it is possible to project the human voice
and the human image through thin air without wires, I am ap-
palled to hear my friends at KING asserting that KING,
too, will expand and strengthen its own position in the local
radio and TV market. How can it expand and how can it be
stronger than it already is? Are they greedy? Is it possible
to add two more inches to Marilyn Monroe and make her
more fetching? (Yes.)
In our lay opinion, KING has already achieved, both in
television and radio, a unique status and a personality far
surpassing like enterprises in this popular Pacific Coast area.
But personality suggests "a person", and it is as hard to
reduce KING'S personality to its basic elements as it is to
sift out the things that go to
make a woman attractive (be-
yond certain surface configu-
rations, that is).
The trouble with KING, and
it's a good kind of trouble to
have, is that KING acts and
reacts like a person rather
than like a corporation. It is
as variable, unpredictable, re-
sponsive and subject to mood
as any one member of the vast
audience it informs, instructs
and entertains. I was going to say that KING is wonderfully
inconsistent, too, because I consider inconsistency a virtue,
but I shan't because most people don't. I will say that KING
does consistently try to avoid the cliches of telecasting and
broadcasting. We viewers and listeners have come over the
years to expect KING to be fresh, lively and enterprising
and different always, but trite, never. They must have a
sign on their kitchen door, like a restaurant: "Push
Originality".
There are days, Mr. Goldenson, when KING greets the
morning with a hangover and a coated tongue and wants
nothing more the rest of the day than to lock up shop and
go home to bed. And there are other mornings, when KING
greets us with a paper hat and toy horn and feels good almost
to the point of clinical euphoria. But that's the way people
behave, people aren't always the same, and KING is people,
and we long-time patrons have come to cherish these extremes
of mood and to respond, as the occasion requires, either with
sympathy or rejoicing.
KING takes us behind the
scenes into its own family life
to a much greater degree than
other stations and we know
them as well as the man next
door. We hear, for instance,
that an announcer's wife has
gone to the hospital to have
a baby, and, when nothing
happens for a week or so, we
call up by the thousands to
ask why. And we care. And
we are vastly amused when a disc jockey says of a commen-
tator, who has a New England background and a cultured
inflection, that he has gone briefly to Boston to renew his
accent — that he was finding himself, to his great horror, no
longer pronouncing words ending in "a" with a final New
England "er". He was not calling Tacoma Tacomer.
KING recently has established a news bureau at the Post-
Intelligencer plant and already the camel is well into the
tent. KING'S men are looking over our shoulders every time
we sit down to write, and occasionally KING is broadcasting
our finest prose while it is yet in our typewriters. But you
would be astonished, Mr. Goldenson, how much news KING
itself originates in this area and how often our coverage of
a major news story requires the assignment of a reporter to
watch and listen to KING. "We'd better know what those
b are doing," is the way the city desk puts it.
Not long ago there was a controversy between the head
football coach and the administration at the University of
Washington which shook the Pacific Coast Conference. The
coach said little to Seattle newspapers but when it came time
for him to take his case to the people of the state he chose
to do it before the cameras of KING-TV. Our own accounts
were pretty well limited to his TV script. This was discon-
certing, and, we thought, un-
American, but it has happened
often enough.
This coach, incidentally,
largely on the strength of the
very favorable impression he
made in this telecast, went on
to win election last fall as
lieutenant-governor of Wash-
ington State. His opponent
was a popular, seasoned poli-
tician whose post-election com-
ment boiled down to an as-
tonished "Wha hoppen?"
Within weeks, also, the outcome of the disputed great Gold
Cup hydroplane races in Detroit last summer was decided
largely upon a study of the kinescope of KING-TV's on-the-
spot coverage. KING-TV covers these affairs as if they were
in the next ward, and I am offering odds that KING-TV will
be the first with a remote from the moon. In any event, they
spend money like they are printing it themselves, and I think
they are.
A year or two ago when Radio KING was covering the
Silver Cup hydroplane races in Detroit (we think more
about hydroplane racing in
Seattle than we do about sex ) ,
I telephoned a KING com-
mentator there after the race
for a Page One eye-witness ac-
count of the event. I think this
might have been a "first" in
newspaper — radio — television
relationships (where there is
no interlocking ownership ) .
Yet we never hesitated to play
the interview because the
KING man is popular both on
radio and television, is highly regarded throughout the area,
and his comments were news.
There was a disastrous transit strike in Seattle during the
Christmas shopping season in 1956, and the transit commis-
sion and striking employees were making muscles at one
another but not saying much for publication. KING-TV in-
vited them to speak their minds before its cameras, and they
did, from adjoining studios, and the city that night decided
who was right and who was wrong. KING-TV regarded this
historic telecast as another "public service" but the com-
mission and the drivers had no such high-flown concept of
it. They merely considered appearing on KING-TV as the
natural and expected thing to do under the circumstances.
If the Devil appeared in Seattle on a Sunday morning and
demanded equal time, I am certain KING would give it to him.
This acceptance of KING ( TV and Radio ) as a community
personality and as a community force is the reason, of course,
for KING's domination of the local field. Certainly it is why
KING-TV is Seattle's first television station when, without
a vigorous and inspired operation, it could easily be the
second or third. Management has a great deal to do with
KING's position here, to be
sure, and management's great-
est contribution probably has
been to let competent, tal-
ented people develop in their
own way in a team-work
pattern.
But what is happening at
the moment at KING is more
significant than that and much
more difficult to explain. I
think of it in terms of what
we know, from a study of
journalistic history, has happened from time to time on some
of the nation's newspapers. Suddenly — and the catalysts
are never quite identifiable — there comes a fusion of mind
and effort and a period of intense productivity and brilliant
accomplishment which lifts the group far above the ordinary.
The people who are a part of it never entirely lose the mo-
mentum of it. Great writers, great editors and great per-
sonalities have come out of such periods on the Denver Post,
the old New York World, the New York Sun, the Atlanta
Constitution and many others.
^4
Mr. Goldenson, we probably haven't said quite what KING
and KING-TV would like us to say. Around town the people
who buy advertising say that KING is not content just to
feed off your network and sell time at station-breaks. They
supplement network shows with smart film buys, special pro-
motions and service, and with the most aggressive news cov-
erage I have ever seen in the broadcasting and telecasting
fields. These promotions range from the slight and the whim-
sical to the profound and the spectacular, but they all have
in common a decidedly professional touch. KING out-pro-
motes every other station in the Pacific Northwest and I
suspect that has a bearing on the fact that network shows
here get a higher rating than ABC gets in some other areas
of equal population. You don't dare not listen to or not
watch KING because you'll
miss something everyone else
in town will be talking about
tomorrow.
The people in the KING-
TV sales department tell me,
over coffee, and their eyes
shine with the truth like minor
prophets, that KING sells
schedules and works out cam-
paigns with an advertiser be-
yond the normal call of duty;
they follow through with pro-
motions, market analyses and merchandising and charts and
graphs with lines going every whichway, and chalk talks
and pep rallies and heaven only knows what else. And they
tell me that KING adheres to its published rate card and
never gets under the table with anybody, except possibly,
in another sense, at Christmas parties and conventions.
But these are aspects of KING and KING-TV's opera-
tions that I know little about. As a listener and a viewer, I
only know that they are nice, resourceful people, vastly en-
tertaining, and that I never know what they will be doing
next, and that, like the rest of the people in this area, I
turn to them first.
cordially,
douglass welch
The exploits of Douglass Welch as a staff
member of The Tacoma News-Tribune,
Cleveland Plain Dealer, Seattle Times and
Seattle Post-Intelligencer are legendary.
The gifted Douglass Welch is, as well, a mas-
ter of the humorous short story whose wry
wit has enlivened the pages of the Saturday
Evening Post, The New Yorker, McCall's,
Esquire, Cue and Coronet. Welch, for a
period, made another career out of scorning
television. Quite recently he became a fan of
KING.
FIRST IN SEATTLE
ABC Television, Channel 5, 100,000 watts /
ABC Radio, 1090 kc, 50,000 watts /
TACOMA
KING
Ask your BLAIR Man
ASSOCIATED WITH KGW-TV, KGW RADIO, PORTLAND, OREGON
58-COUNTY CLASSROOM
Each Saturday morning, more than
400,000 homes in Illinois and Indiana can
become classrooms . . . more than 1 ,900,000
people can become students. At that time,
WCIA presents its popular "Telecourse"
in cooperation with James Millikin University
in Decatur, Illinois. Thousands of viewers
have become TV students during the past
year. More than 1 00 have received college
credits. WCIA has also provided educational
program time for the University of Illinois
in Urbana, Illinois State Normal University
in Normal, Illinois Wesleyqn in Bloomington,
Eastern Illinois State College in
Charleston, and DePauw University in
Greencastle, Indiana.
45th TV Market
OFFICIAL CBS OUTLET FOR
CHAMPAIGN URBANA
BLOOMINGTON
SPRINGFIELD
DANVILLE
DECATUR
Pictured above: Telecourse instructor.
Professor Edith McNabb, director of broadcasts
at Millikin University.
CIA
channel
. where your sales message receives fhe impact of programming of character!
GEO. P. HOLLINGBERY, Representative
OUR RESPECTS
Weston Carpenter Pull en Jr.
THERE is nothing deceptive about Wes Pullen's appearance. Robust, stocky,
nimble of foot as well as mind, he looks like a guard on a football team. And
it hasn't been too long since he was one.
The gridiron background is appropriate because, as befits a good running guard,
Mr. Pullen has done the heavy downfield blocking for Time Inc. in all of its latterday
broadcasting activities including, most recently, its $15,750,000 acquisition of the
three Bitner radio-tv properties. It is reasonable to assume, however, that agility and
strength of mind contributed more than muscular power and quickness afoot in his
rise to the vice presidency responsible for Time Inc.'s radio and tv operations.
Mr. Pullen might be said to have entered radio-tv by default. He had no particular
training in broadcasting, but when Time Inc. decided in 1951 to look into the feasi-
bility of broadcast station ownership, there was no one around who seemed better
suited to make such a study than young Wes Pullen, who already had run up a good
record for himself in various Time Inc. non-publishing projects.
Since then, he's scarcely been out of broadcasting — though it's only a part of his
job — and Time Inc.'s broadcast ownership has grown from zero to five radio and
five tv stations.
Weston Carpenter Pullen Jr. was born Dec. 20, 1916, in Norwich, Conn., the son
of W. C. annd Irene Gregson Pullen. After going through the local schools he was
graduated from Phillips Academy, Andover, in 1935, and from Princeton U. with an
A.B. degree in 1939. He worked his way through college by waiting table, serving as
a correspondent for the New York Herald-Tribune, and doing assorted odd jobs.
At the same time he played guard on the Princeton varsity, threw the hammer on
the track team, and played intramural hockey. Despite these demands on his time —
he remembered what he was in college for, and graduated cum laude.
He started at Time Inc. as an office boy and trainee. That was in September 1939,
and during the next two and a half years he worked variously as a clerk, general
handyman, and assistant to James Linen, then advertising manager of Life and now
publisher of Time. With the Navy during World War II he pulled almost four years
of sea duty, commanded a PT attack squadron in New Guinea and the Philippines,
won the Navy's combat Legion of Merit, and rose to lieutenant-commander.
Returning to Time Inc. in November 1945, he served for two years as assistant to
President Roy Larsen, then transferred to the office of Charles L. Stillman, executive
vice president and treasurer, to work on real estate and other non-publishing prob-
lems. Earlier this year, after negotiating the $15,750,000 Bitner purchase, he was
named a vice president of Time Inc., and subsequently he added the executive vice
presidency of TLF Broadcasters Inc., a subsidiary set up by Time Inc.
These include KLZ-AM-TV Denver and 80% interest in KDYL-AM-FM and
KTVT (TV) Salt Lake City, and — as soon as Time Inc. and Wayne Coy consum-
mate their sale of KOB-AM-TV Albuquerque to KSTP Inc. — the three Bitner proper-
ties: WFBM-AM-TV Indianapolis, WTCN-AM-TV Minneapolis and WOOD-AM-TV
Grand Rapids.
TIME Inc., which had been in and out of broadcasting before acquiring the KOB
stations in 1952, owned WQXR New York in the early 1940's, and in 1943-45
held 12.5% of ABC. Its relationship to brodcasting goes back to 1924, when it
produced the Pop Question Game, an early radio quiz, and at various times has
included such activities as production of the widely known March of Time series,
Crusade in Europe and Crusade in The Pacific, and such sponsorships as the first
telecast of political conventions ( 1 948 ) and the Kef auver crime hearings in 1951.
In its station operation, Time Inc.'s policy is to install responsible broadcasters in
key management positions and let the stations operate virtually autonomously. "We
feel our responsibilities at the local level very strongly," says Mr. Pullen. Under this
concept, then, his job is in overall supervision, coordination, and establishment of
policy, not in direct operations.
Big part, too, is in looking ahead: In line with Time Inc.'s policy of advance
planning, he has already submitted to the board of directors the proposed am-tv
budget for 1961 and this week will present the 1962 budget.
Nor is his job entirely broadcasting, by any means. He also is handling all major
negotiations between Time Inc. and Rockefeller Center Inc. relating to the com-
panies' joint construction of a new 47-story, $70 million building in mid-Manhattan.
Mr. Pullen on May 12, 1945 married the former Eunice Thorp of Winnetka, 111.,
and they live at Westport, Conn., with their three children: W. C. Ill, 10; Gregson, 7,
and Crary, 3. He is a vice president and member of the board of trustees of the
Princeton Quadrangle Club. For hobbies he enjoys almost anything in the sports line.
77% MORE audience
than Station B ALL DAY!*
5000
LIVELY WATTS
Feb. -Mar. '57 Hooper In Lansing Shows
MONDAY THRU FRIDAY
7:00 a.m.- 1 2 noon
I 2 noon-6:00 p.m.
WILS
58.9
54.6
Station B
26.6
32.7
LANSING
More listeners than
all other stations
heard in Lansing
combined.*
*Jan. thru Mar. average
C. E. Hooper, Inc.
WILS
ne\vs s^xs
Represented Nationally by
Venard, Rintoul & McConnell, Inc.
Broadcasting • Telecasting
April 29, 1957 • Page 25
ARRESTING!
From start to finish, san francisco beat
has everything it takes to capture atten-
tion. A suspense-laden close-up of the
San Francisco Police Department in ac-
tion, it is filmed on-the-spot against
the colorful background of one of the
world's most fascinating cities. As THE
line-up on the CBS Television Network,
the series has consistently ranked up
in the Top Ten national Trendex listings.
And as CBS Television Film Sales' SAN
francisco beat it shapes up just as well
or better! Sponsored by such big-time
advertisers as Piel Brothers, National
Biscuit Company, General Electric, Bris-
tol-Myers, and Sealy Mattress Company,
it's copping king-size ratings in Lansing
(50.3), Columbus (25.8), Indianapolis
(28.5), Grand Rapids -Kalamazoo (31.8).
SAN FRANCISCO BEAT even OUtpulls THE
line-up in such major markets as New
Orleans, Omaha and Muncie. Future
prospects are great too: 78 half -hours
already in the can and two more years
of production guaranteed. Authentically
produced by expert Desilu, trigger-taut
SAN FRANCISCO BEAT is a sure-fire show
for advertisers who seek bigger and
bigger audiences and solid sales returns.
Call for a complete investigation of all
the evidence -yours for the asking at...
CBS Television Film Sales, Inc.
"...THE BEST FILM PROGRAMS FOR ALL STATIONS "(^^
New York, Chicago, Los Angeles, Dallas,
San Francisco, Boston, Detroit, St. Louis
and Atlanta. S. W. Caldwell Ltd., Canada.
Source: Latest Pulse, ARB
GP Gill-Perna is now
National Representative for
WTVP Decatur, III.
Bringing Top
O Programs to a Billion
Dollar Market
ONLY WTVP DELIVERS
GRADE A COVERAGE OF
ILLINOIS "2 IN 1"
DECATUR-SPRINGFIELD
MARKET
ON ALL
ACCOUNTS
Loren Sorensen
VALUE of media research is duly ap-
preciated by Loren Sorensen, media
director of Ruthrauff & Ryan's Twin Cities
office, but he is apt to take it lightly in at
least one respect.
For some time he has been receiving mail
addressed to Lauren or Miss Loren Sorensen.
All are not uncommon names in Minnesota
and such letters are a constant source of
amusement to Mr. Sorensen (Danish, not
Swedish). Sample tabulation shows that those
addressed to "Lauren" come from Chicago
or the South, while others addressed "Miss"
are usually from New York.
"There must be a real significance in this
fact," he adds, "that might revolutionize
media analysis and selection when we finish
the study."
With certain reservations that ratings,
cost-per-thousand and similar considerations
are often "given too much weight in a media
decision." Mr. Sorensen believes ardently
in media research. He majored, before and
after World War II, in statistics and adver-
tising at the U. of Minnesota and his first
job was research.
Mr. Sorensen served with the U. S. Air
Force from 1941 to 1945, an interval that
split his college career.
Loren S. Sorensen, born in St. Paul on
June 12, 1923, started his advertising career
at Knox Reeves Adv. Inc. 23 years later.
He worked on research and media for
General Mills plus several local and regional
accounts.
He joined Campbell-Mithun Inc. in April
1948 as space buyer on Gold Seal's Glass
Wax, Theodore Hamm Brewing Co.
(Hamm's beer), Great Northern Railroad,
Land O' Lakes and Occident Mixes and
Flour. He transferred to radio-tv the follow-
ing year, becoming timebuyer on all C-M
accounts.
In June 1950 Mr. Sorensen turned to
sales, selling regional radio for Upper Mid-
west Broadcasting System and local radio-
tv for WTCN-AM-TV Minneapolis.
MR. SORENSEN became associated with
Ruthrauff & Ryan in St. Paul in
April 1952 as media director. Today, prin-
cipal radio-tv accounts include First Na-
tional Bank of St. Paul; Minnesota Mining
& Mfg. Co. (Scotchlite, Thermofax and
other products); Janney. Semple, Hill & Co.
(paints, hardware) and Minnesota Blue
Cross-Blue Shield (on which he also is ac-
count executive).
While at Knox Reeves in 1 947, he married
the former Donna Hutton, agency writer
then and now a director-writer at WCCO-
TV Minneapolis. They live in their new
home in Minneapolis. Loren's hobbies are
fishing, flying and photography. He's lived
in Minnesota most of his life — "the fishing
is too good to leave."
Page 28 • April 29, 1957
Broadcasting
Telecasting
DOGWOOD BLOSSOMS burst into full bloom each spring
and crown Atlanta, hub of the Southeast and home of
WAGA-TV — famous on the Georgia scene, too. Reaching
more than half of Georgia's population with top local and
CBS-TV programing, WAGA-TV consistently caps highest
ARB and Pulse ratings. More people can watch WAGA-TV
. . . ancT more people do !
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St
Represented Nationally by THE KATZ AGENCY, Inc.
Ask any experienced media man. The Audit Bureau
of Circulations (more informally known as the ABC)
stands for no nonsense when it comes to analyzing one
of its member's paid distribution.
Other methods of tallying circulation concern them-
selves primarily with quantity; only vaguely with qual-
ity ... or with classifying, rechecking, separating
haphazard giveaway copies from bona fide subscribers
who pay for theirs. It's the kind of addition that pays
no attention to padding.
Quantity figures may look impressive. (A nickel is over
twice the size of a dime — but worth only half a much. I
There is a vast difference, however, between somebody
who gets a free magazine whether or not he wants it, and
someone who must spend money to be sure he gets it.
This is why membership in the Audit Bureau of Circu-
lation is the truest test of a publication's stature. For
Page 30 • April 29, 1951
Broadcasting
Telecasting
tU ARC./
the ABC audits and verifies paid circulation only . . .
does it impartially, strictly without compromise or
guesswork. The sleight-of-hand to fool ABC examiners
has never been invented.
Of the several business publications that seek to cover
the radio and television fields, only BROADCASTING-
TELECASTING can offer you an ABC statement. It
verifies a paid distribution for B-T averaging 16,959
copies in the last six-month period audited — which is
To the 40 biggest-billing radio-tv
agencies, for example? B-T has over
5,100 paid-for subscriptions in the
agency-&-advertiser fields. More than
1,000 key persons are included from
the Big 40 that spent nearly one
billion dollars in radio-tv last year!
even more than the paid circulation claimed (in various
occult ways ) by the other radio-tv magazines combined.
B-T takes your advertising where you want it to go.*
The others will assure you that they do, too. The differ-
ence is a matter of logic. Since more people pay to get
B-T, you can be mighty sure that more people . . . pay-
ing people . . . are going to read what you have to say.
The result is advertising that pays its way, too!
BROADCASTING
TELECASTING
1735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau of Circulations
Broadcasting
Telecasting
April 29, 1957
Page 31
3 SALIENT STEPS
1. Market Power — NCS #2 reaffirms the size
of this surging market . . . WBTV embraces 77 pop-
ulous, prosperous counties . . . more than three-
and-a-half million people controlling four-and-a-
half billion dollars in effective buying income.
2. Distribution Power — WBTV stands astride
one of the two top distribution centers in the entire
Southeast . . . wholesale volume exceeds a billion
dollars annually. At almost the geographic center
of the two Carolinas, Charlotte is the distribution
capital of the richest area in the South.
3. Sales Power — This is your great advantage.
By using WBTV as your one basic unduplicated
medium, you cover this vast market effectively with
a low cost-per-thousand and superior sales results.
Want striking success stories and assistance in
blue-printing your own? Contact CBS Television
Spot Sales.
Jkfioishmcw Standard Bkoadcastinq Company
BROADCASTING
TELECASTING
Vol. 52, No. 17 APRIL 29, 1957
NO AFFILIATION TAX WRITE-OFFS?
• Government says network contracts can't be depreciated
• ff tax courts agree, market prices of tv stations could fall
A TAX ruling which may cost broadcasters
millions of dollars has been issued by the
Internal Revenue Service, B«T learned last
week.
If the ruling is sustained in the courts,
it could deflate the sales prices of network
affiliated television stations and considerably
alter the profit positions of broadcasters who
have bought such stations in the expecta-
tion of gaining tax benefits by depreciating
the value of network contracts.
In unannounced instructions to its agent
in Pittsburgh, the Washington headquarters
of IRS has ordered the disallowance of a
claim by Westinghouse Broadcasting Co.
to depreciate a network affiliation valued at
$5 million.
This was the asset value placed on the
NBC affiliation of WPTZ (TV) Philadelphia
when WBC bought the assets of the ch. 3
outlet from the Philco Corp. in 1953 for
$8.5 million.
WBC filed its first tax return with this
property among its holdings in 1954, tak-
ing a five year depreciation allowance on
the $5 million affiliation value. It is this
claim which the Washington IRS office has
ordered disallowed.
The revenue service has maintained, it
is understood, that a network affiliation
cannot be depreciated because it has no
fixed term. Depreciation is allowed on
tangible property and on some intangible
assets, it was pointed out, when there is a
fixed "life" to the asset. But it was em-
phasized the life of certain assets cannot
be calculated, and therefore cannot be
depreciated. An example of this type of
asset, it was suggested, is "good will."
The federal tax laws permit capital out-
lays to be written off — usually over a fixed
period. Broadcast equipment (transmitters,
antennas, towers, consoles, etc.) can be
depreciated, with each piece of apparatus
having a definite term.
Depreciation works this way: If a certain
piece of equipment costs $10,000, and is
considered to have a life of 10 years, then
the taxpayer can deduct $1,000 per year
from his taxable income as depreciation
on this gear.
WBC's claim for a five-year depreciation
on the $5 million network affiliation valua-
tion comes to $1 million per year.
WBC made this claim on the basis of prior
IRS and court rulings. In fact, when WBC
bought KEX Portland, Ore., in 1944 for
$400,000, the Blue Network affiliation was
valued at $187,500 and the revenue agency
permitted this to be written off in five years.
WBC maintained that network contracts
have a fixed term — two years as permitted
by FCC regulations. The fact that renewals
are made has no bearing on determining
that an affiliation contract is a fixed-term
contract, WBC emphasized.
It was understood that the revenue de-
partment made a proposal to KWFT Wichita
Falls, Tex., several years ago when it was
bought by Kenyon Brown and his associates,
which pro-rated the write-off over a period
of years, based on renewals. In this manner,
it was understood, the valuation is never
completely written off, but the asset becomes
smaller and smaller.
The IRS ruling is considered precedent-
making in the broadcast field. Up to now, it
is understood, depreciation of network affili-
ation values has been permitted by IRS
field agents. However, the amounts have not
approached the $5 million involved in the
WBC case. In the aggregate, however, a
major sum running into the millions of
dollars is involved — particularly in the light
of the increased number of multi-million-
dollar television station sales in recent years.
Reopening the Cases
It was pointed out that in many of the
more recent cases where such depreciation
has been permitted by Internal Revenue
field agents, the adverse ruling by IRS'
Washington office means the reopening of
these tax returns and the recomputation of
taxes. The statute of limitations for prosecu-
tion in tax cases is operative after three
years.
It is expected that when WBC is formally
notified that its depreciation claim cannot
be allowed, an appeal will be filed with
the U. S. Tax Court. The case will then
be heard by a tax commissioner and a de-
cision rendered. The tax commissioner's de-
cision can be appealed to the full Tax Court.
The usual tax case of this magnitude runs
for several years.
WBC transferred the Philadelphia ch. 3
station, plus its am adjunct, KYW in the
same city, to NBC last year in exchange for
NBC's WNBK (TV) and WTAM-AM-FM
Cleveland, plus $3 million. The Dept. of
Justice has charged that this transaction was
forced on WBC by the network's threat to
cancel its affiliations with WBC stations.
This complaint was answered by RCA-NBC
earlier this month [B«T, April 15].
Among some of the larger station sales
during the past three years are the follow-
ing (but which of them involve depreciation
claims similar to the WBC case is unknown) :
KBTV (TV) Denver, Colo., bought by
John C. Mullins and Frank Leu (later Wil-
liam Zeckendorf bought Mr. Leu's 50% in-
terest) for $900,000.
KLZ-AM-TV Denver, Colo., bought by
Time Inc. for $3.5 million.
WNHC-AM-TV New Haven, Conn.,
bought by Triangle Publications Inc. for
$5.4 million.
WIBG-AM-FM Philadelphia and WPFH
(TV) Wilmington, Del., bought by Storer
Broadcasting Co. for $6.5 million. Pre-
viously WPFH (TV) (then WDEL-TV) was
bought by Paul F. Harron for $3.7 million.
WTVT (TV) Tampa, bought by WKY
Television System Inc. for $3.5 million.
WFBM-AM-TV Indianapolis, WTCN-
AM-TV Minneapolis and WOOD-AM-TV
Grand Rapids, bought by Time Inc. for
$15.75 million.
WISH-AM-TV Indianapolis and WANE
Fort Wayne and WINT (TV) Waterloo, Ind.,
bought by J. H. Whitney & Co. for $10
million.
KTVH (TV) Hutchinson, Kan., bought by
Wichita-Hutchinson Co. (80% owned by
Minneapolis Star & Tribune Co.) for $1
million.
KMBC-AM-TV Kansas City and KFRM
Concordia, Kan., bought by Cook Paint &
Varnish Co. for $1.75 million.
KOB-AM-TV Albuquerque, N. M..
bought by KSTP Inc. for $1.5 million.
WNBF-AM-TV Binghamton, N. Y.,
bought by Triangle Publishing Co. for $3
million.
WHAM-AM-TV Rochester, N. Y.,
bought by Transcontinent Television Corp.
for $5 million.
WJW-TV Cleveland (then WEXL [TV])
and KPTV (TV) Portland, Ore., bought by
Storer Broadcasting Co. for $8.5 million
(including Empire Coil Co., manufacturing
company).
KOTV (TV) Tulsa, Okla., bought by J.
H. Whitney & Co. for $4 million.
WFBG-AM-TV Altoona, Pa., bought by
Triangle Publications Inc. for $3.5 million.
KDKA-TV Pittsburgh, Pa., bought by
Westinghouse for $9.75 million.
WHBQ-AM-TV Memphis, Tenn., bought
by RKO Teleradio Pictures Inc. under
leasing arrangement for $2.8 million.
KGUL-TV Galveston. Tex., bought by
Gulf Television Corp. (90% owned by J.
H. Whitney & Co.) for $4.25 million.
KENS-AM-TV San Antonio, Tex., bought
by Express Publishing Co. for $3.5 million.
WISN-TV Milwaukee. Wis., bought by
Hearst Corp. for $2 million.
Broadcasting • Telecasting
April 29,1957 • Page 33
THEY'RE LINING UP
THE FALL SEASON
TV ADVERTISERS are doing their fall shopping earlier this year.
They've already firmed up substantial segments of all three televi-
sion networks' evening schedules for the 1957-58 season, with indi-
cations that they'll be putting close to $5 million a week into net-
work nighttime programming alone, aside from time.
The pace of buying and selling has put all three networks farther
along in fall sales this year than at the same time last year, and one,
NBC-TV, ventures that evening time in its fall schedule will be com-
pletely sold out by June [Closed Circuit, April 22].
Some of network television's lustiest old-timers will be missing
from the tv screens next fall. Among the more notable: / Love Lucy,
Jackie Gleason and Arthur Godfrey's Wednesday show, all on
CBS-TV.
ABC-TV has snagged a number of entertainment "names" for
the fall including Frank Sinatra, Pat Boone and Guy Mitchell.
In the NBC-TV lineup there will be several new shows. Among
the more notable, in the view of NBC authorities, will be Crisis,
The Eddie Fisher-George Gobel show, The Gisele MacKenzie show
and the Chevy Show, with Dinah Shore and other name entertainers.
CBS-TV's new entries include Perry Mason, the hour-long musical
Big Record, Slezak and Son, Harbor Master, Have Gun, Will Travel
and New York Confidential.
The accompanying showsheet depicting the evening lineups of all
three networks details only the regularly scheduled programs. It
does not show literally dozens of spectacular and similar special
shows which are being planned.
Information as to program and time-spot came, in virtually all
cases, from the network involved. Data on sponsorships came from
networks and/ or agencies and advertisers. Estimates on production
costs (not including time costs), while unofficial, were based on in-
formation gathered from authorities in networks, agencies, and
program packaging firms.
SUNDAY
ABC-TV CBS-TV NBC-TV
7:30
Mystery Street
Jack Benny
($65,000)
ait.
Marge & Gower
Champion
($45,000)
American Tobacco
(BBDO)
Sally
($35-40.000)
Chem. -Strand
(Doyle Dane
Bern bach)
alt.
available
F:00
Ed Sullivan
($75,000)
Lincoln -Mercury
(K&E)
Steve Allen
($75,000)
S. C. Johnson (alt.)
(NL&B)
Pharmacraft
(JWT)
(half show
each week)
8:30
Amazon Trader
9:00
Amateur Hour
($30,000)
Pharmaceuticals
Inc.
(Kletter)
GE Theatre
($85,000)
General Electric
(BBDO)
Chevy Show
($100,000)
Chevrolet Div.
(Campbell-Ewald)
9:30
Hitchcock Presents
($50,000)
Bristol-Myers
( Y&R)
10:00
Mike Wallace
($22,500)
Philip Morris
( Ay ers )
$64,000 Challenge
($35,000)
Revlon
(BBDO)
alt.
P. Lorillard
(Y&R)
Loretta Young
($45,000)
Procter & Gamble
(B&B)
10:30
What's My Line?
($25,000)
Stopette
(Ludgin)
alt.
Remington-Rand
(Compton)
WEDNESDAY
7:30
ABC-TV
CBS-TV
NBC-TV
Disneyland
I Love Lucy (re-
Wagon Train
($80,000)
runs)
Derby Foods
($25,000)
(M-E), Gen. Foods
Gold Seal
(Y&R). Gen. Mills
Glass Wax
(Tatham-Laird)
(Camobell-Mithun)
Reynolds Metals
Sheaffer
(Buchanan. Frank)
(Seeds)
8:00
Big Record
($75,000)
Kellogg
(Burnett)
Pillsburv
8:30
(Burnett)
TBA-possibly
Father Knows Best
Navy Log
($40,000)
(probably $30,000)
Scott Paper
American Tobacco
(JWT)
(SSC&B)
U. S. Rubber
9:00
(Richards)
Ozzie & Harriet
Millionnaire
Kraft Tv Theatre
($35,000)
($30,000)
($42,000)
possibly Eastman
Colgate
Kraft Foods
Kodak
(Bates)
(JWT)
(JWT)
9:30
TBA-possibly Ford
I've Got A Secret
Theatre
($25,000)
Ford Motor Co,
Reynolds Tobacco
10:00
(JWT)
(Esty )
Wednesday Night
U. S. Steel Hour
This Is Your Life
Fights
($50,000)
($25,000)
($43,000)
U. S. Steel
Procter & Gamble
Mennen
alt.
(B&B)
(M-E)
Armstrong Circle
alt.
Theatre
Miles Labs
Armstrong Cork
10:30
(Wade)
(BBDO)
Page 34 • April 29, 1957
THURSDAY
ABC-TV CBS-TV NBC-TV
7:30
Casey Jones
($35,000)
Sergeant Preston
($35,000)
Quaker Oats
(Wherry, Baker &
Tilden)
Tic Tac Dough
($30,000)
Warner-Lambert
(SSC&B)
(half show)
8:00
Zorro
($27,500)
Seven-Up
(JWT)
alt.
available
Harbor Master
Colgate
(Warwick &
Legler)
Reynolds Tobacco
(Esty)
Groucho Marx
($30,000)
DeSoto
(BBDO i
ait.
Toni
(North)
8:30
Calif ornians
($32,500)
Climax
($75,000)
Chrysler
(M-E)
Dragnet
($40,000)
Liggett & Myers
ait.
Schick
9:00
Pat Boone
($50,000)
Chevrolet
(Campbell-Ewald)
People's Choice
($40,000)
Borden
ait.
Schick
(Y&R)
9:30
OSS
($30,000)
Mennen
(M-E)
Playhouse 90
($150,000)
Kimberly-Clark
(FC&B)
Bristol-Mvers
(BBDO)
American Gas
(L&N)
Marlboro Cigarettes
(Burnett)
Tennessee Ernie
Ford
($65,000)
Ford Motor Co.
(JWT)
10:00
Walter Winchell
File
Lux Video Theatre
($40,000)
Lever Bros.
(JWT)
10:30
Broadcasting • Telecasting
mmmm
MONDAY
ABC-TV CBS-TV
NBC-TV
i
7:30
8:00
8:30
9:00
9:30
10:00
10:30
Wire Service
(S35.000)
Bold Journey
(S27.500)
Ralston-Purina
i Guild-Bascom &
Bonfigli)
Voice of Firestone
($32,500)
Firestone
(Sweeney & James)
Top Tunes &
New Talent
i S55.000)
Dodge-Plvmouth
(Grant)
Robin Hood
($30,000)
Wildroot
(BBDO)
alt.
Johnson & Johnson
(Y&R)
Burns & Allen
($40,000)
Carnation
(Wasey)
ait.
available
Talent Scouts
($30,000)
Lipton
(Y&R)
alt.
Toni
(North)
TBA
General Foods
(Y&R. B&B)
December Bride or
Danny Thomas
($40-60,000)
General Foods
(Y&R, B&B)
Studio One
($45,000)
Westinghouse
(M-E)
Escapers
Restless Gun
(S42.500)
Warner-Lambert
(SSC&B)
Wells Fargo
($35,000)
American Tobacco
(SSC&B)
alt.
Buick
(Kudner)
Twenty-One
($35,000)
Pharmaceuticals
Inc.
(Kletter)
TBA
(Fuller, Smith &
Ross)
alt.
Goodvear
(Y&R)
Crisis
($55,000)
Ford Motor Co.
(JWT)
ait.
available
1
:y''^:':'x':-x-:';::::::'::::::::::::.:.:::x::
TUESDAY
7:30
8:00
8:30
9:00
9:30
10:00
10:30
ABC-TV
CBS-TV
NBC-TV
Cheyenne
($40,500)
General Electric
(Y&R)
alt.
Sugarfoot
American Chicle
(Bates) (half)
Name That Tune
($25,000)
Kellogg
(Burnett)
ait.
Whitehall
(Bates)
TBA
Phil Silvers
($40,000)
Procter & Gamble
(Burnett)
ait.
Reynolds Tobacco
(Esty)
Fisher-Gobel
($80,000)
Liggett & Myers
(M-E) (half show)
RCA
Whirlpool
(K&E)
Wyatt Earp
($40,000)
General Mills
(DFS)
ait.
Procter & Gamble
(Compton)
Slezak & Son
($40,000)
Shulton
(Wesley)
ait.
possibly Lever
Broken Arrow
($38,500)
Miles Labs
(Wade)
alt.
Brown &
Williamson
(Bates)
TBA
Pharmaceuticals
Inc.
(Kletter)
Meet McGraw
($40,000)
Procter & Gamble
(B&B)
Telephone Time
($30,000)
Bell System
(Ayer)
Red Skelton
($45-50,000)
Pet Milk
( Gardner)
ait.
S. C. Johnson
(FC&B)
Bob Cummings
Show
($40,000)
Reynolds Tobacco
(Esty)
US 61
$64,000 Question
($30,000)
Revlon
(BBDO)
Available
TBA
Liggett & Myers
1
FRIDAY
SATURDAY
ABC-TV
CBS-TV
NBC-TV
ABC-TV
CBS-TV
NBC-TV
7:30
Rin-Tin-Tin
( S35.000 )
Nabisco
(K&E)
Beat the Clock
($20,000)
Hazel Bishop
(Spector)
TBA
8:00
Jim Bowie
($32,500)
possibiv American
Chicle (Bates)
Chesebrough-Ponds
(M-E)
TBA-possibly West
Point or Z. Gray
Theatre
General Foods
(B&B)
TBA
8:30
TBA
Buick
i Kudner)
alt.
available
TBA-possibly West
Point or Z. Gray
Theatre
General Foods
(B&B)
Lije of Riley
(S40.000)
Lever Bros.
(BBDO)
alt.
available
9:00
Frank Sinatra
($100,000)
Liggett & Mvers
(M-E)
Mr. Adams & Eve
(S42.500)
Colgate
(L&N)
Reynolds Tobacco
(Esty)
TBA
9:30
Date With the
Angels
($35,000)
Plvmouth
(Grant)
Schlitz Playhouse
(S40.000)
Schlitz
(JWT)
TBA
10:00
TBA
The Lineup
($35,000)
Procter & Gamble
(Y&R)
Brown &
Williamson
(Bates)
Fights
($45,000)
Gillette
(Maxon)
10:30
Person to Person
($35-40,000)
Amoco
(Katz)
Hamm Brewing
( Campbell-Mithun )
Time Inc.
(Y&R)
7:30
:00
:30
9:30
10:00
10:30
Maverick
alt.
Conflict
TBA
Sylvania
(JWT)
alt.
available
People Are Funny
($30,000)
Reynolds Tobacco
(Esty)
ait.
Toni
(North)
Perry Mason
Perry Como
(S100.000)
Gold Seal
(North)
S & H Green
Stamps
(SSC&B)
RCA
(K&E)
Noxzema
(SSC&B)
Sunbeam
(Perrin-Paus)
Kleenex
(FC&B)
Ozark Jubilee
Lawrence Welk
($55,000)
Dodge
(Grant)
Gale Storm Show
($32,500)
Nestle
(Bryan Houston)
Helene Curtis
(Weiss & Geller)
Panic
($35,000)
Max Factor
(DDB)
alt.
Liggett & Mvers
(M-E)
Have Gun. Will
Travel
Whitehall
(Bates)
Lever Bros.
(JWT)
Gisele MacKenzie
(S60-65.000)
Scott Paper
(JWT)
Guy Mitchell
($50,000)
Revlon
(BBDO)
Gunsmoke
($35,000)
Liggett & Myers
(DFS I '
Remington-Rand
(Compton)
TBA
N. Y. Confidential
(S32.500)
Wildroot
(BBDO)
(alt. weeks)
Your Hit Parade \
(S50-60.000)
American Tobacco
iBBDOl
alt.
Warner-Lambert
(K&E)
Broadcasting
Telecasting
. April 29. 1957 • Page 35
ADVERTISERS AND AGENCIES
AGENCY VOLUME UP, PROFITS STEADY
Business status reports, new 'Interurbia' study feature AAAA meeting
THREE out of four advertising agencies
handled more business last year than the
year before, and three out of five made
more money in dollars.
This report on billings and profits, based
on returns from more than two-thirds of
the 329 members of the American Assn.
of Advertising Agencies, was delivered by
AAAA President Frederic R. Gamble at
the opening session of the association's an-
nual meeting last week at the Greenbrier,
White Sulphur Springs, W. Va.
Other highlights of the sessions, held
Thursday through Saturday:
• J. Walter Thompson Co. introduced a
new term, "Interurbia," to the advertising
and marketing field in unveiling a new popu-
lation study conducted jointly with Yale U.
and Fortune magazine. "Interurbia" is an
agglomeration of cities and surrounding
densely populated non-farm counties, with
a continuous urban strip extending 600
miles from Boston to Washington identified
as the first of 14 now developing in the
U. S. It's apt to exert an effect on radio,
tv and other communications media, the
JWT report indicated.
• Whitman Hobbs of BBDO told agency
leaders that as a copywriter he felt adver-
tising had made great progress in the past
10 years but that he feared complacency
and a tendency to "play it safe" would
lead the business to a setback.
• Charles L. Whittier, author of Creative
Advertising, and other speakers spelled out
some of the things they like and don't like
in tv, radio and other advertising.
• Prof. Albert W. Frey of Dartmouth,
commissioned by the Assn. of National Ad-
vertisers to study and report impartially on
"agency functions, practices and methods
of compensation," submitted a progress re-
port substantially identical to that which
he gave the ANA last month [B«T, March
18]. His final report is slated for submission
to the ANA fall meeting Oct. 27-30.
• A proposal that advertising agencies set
up advertising fellowship for selected for-
eigners was put forward by Theodore S.
Repplier. president of the Advertising Coun-
cil and chairman of the Advertising Organ-
izations Committee of President Eisenhow-
er's People to People program.
• How advertising agencies can serve as
"good citizens" at the local level was out-
lined by Walter Washburn, vice president
of Young and Rubicam, in a report on
Y&R's nonprofit work in the current cam-
paign to "Keep New York City Clean."
President Gamble's report to a closed
business session Thursday morning noted
that although "we can't be sure yet . . .
it looks as if net profits in 1956, as a per-
centage, were close to those of 1955 — that
is, about 5.5% of gross income, on the
average, which is about 0.80% of billing."
Commissions on space and time continue
to form the bulk of agency income, averag-
ing 69% of agency gross income in 1955.
This, Mr. Gamble noted, compares with
75% for AAAA members in 1945 and with
the latest census figure of 73.2% for all
agencies. Income from service charges has
expanded "materially" in the past 10 years,
he noted.
President Gamble noted a decline in the
number of criticisms received by the Com-
mittee on Improvement of Advertising Con-
tent last year — 41 criticisms of 38 different
advertisements, as against 60 complaints
about 55 advertisements the year before.
BBDO's Mr. Hobbs warned agency man-
agement that to "be safe" in advertising is
to "be sorry." He feared that although "ad-
vertising may be stronger than it has ever
been," it nevertheless "is becoming infected
by an unhealthy assortment of nervous hab-
its and old-womanish ways."
"Playing it safe," he said, is a form of
backward thinking that "is turning us into
first-class copy-cats instead of first-class copy
people."
Mr. Whittier had some good words for
tv commercials: Garry Moore's for Winston
Cigarettes, Arthur Godfrey's for Paper Mate
Pens, the new animated commercials for
Chesterfield, the DuPont commercials, and
the Harpo and Chico Marx commercials
for Prom. But he also felt that advertising
generally is not as informative, persuasive,
and creative as it should be. In tv commer-
cials, he thought it had become "axiomatic"
that "if you have nothing to say, sing it."
The JWT report on "interurbia," slated
for presentation Saturday, said that con-
tiguous cities and non-farm areas now ac-
count for almost half the country's popula-
tion and more than half of retail sales, al-
though they represent less than 4% of the
nation's land area. The Boston-Washington
"interurbia" is "virtually one 600-mile city"
with only two stretches, one of two miles
and one of 17 miles, which are not part of
metropolitan areas.
The "interurbia" development, the report
predicted, is likely to have some effects on
media of communications. It anticipates
that radio is apt to be forced into simpler,
more economical programming, making it
more a vehicle for music and news. In tv,
more efficient "networks" are foreseen, with
the report noting that "today it requires up
to 13 tv stations to cover northeastern (Bos-
ton-Washington) interurbia; electronically
it would be possible to cover the same strip
with as few as five."
By 1975, the report predicts, various "in-
terurbia" will cover 60% of the population
and 70% of all retail sales. Among those
now developing the report cites the Steel
Belt from Pittsburgh to Cleveland; the De-
troit group from Lansing to Toledo; Lake
Michigan's industrial Riviera connecting
Milwaukee, Chicago and Gary; the Puget
Sound group; another moving inland from
San Francisco; one reaching from Los An-
SHORT LIFE . . . AND
AGENCY MEN, who by reputation wear
the ulcer as a badge and have adopted
the psychoanalyst's couch as a symbol,
got some expert medical opinion about
themselves and their jobs last week.
Addressing the American Assn. of Ad-
vertising Agencies' annual meeting last
Friday, Dr. William Menninger of the
Menninger Foundation, Topeka, had this
to say about the "Mental Health of the
Executive":
"Advertising is a high-pressure busi-
ness, with the executive frequently in the
middle between his clients' pressures on
the one hand and his creative ideas on
the other. As a result, I would guess that
there might be among advertising men
an especially high percentage of them
with peptic ulcers or other physical
symptoms related to these pressures.
"Some authorities have given figures
to indicate that the average of advertising
men who died in 1956 was 57.9 years —
12 years younger than men in other busi-
nesses at the time of their deaths."
The average executive, Dr. Menninger
said, is characterized by "excessive work-
ing hours, yet more work to do than he
NOT A HAPPY ONE
can get done in any working day, carry-
ing his work home at night and still
rarely having the satisfaction of knowing
that it is really done." His diagnosis con-
tinued, in part:
"He spends 80% of his time talking to
people, yet seldom has anyone to talk to
about his own problems. While the ex-
ecutive has very little time to think about
his own personal problems he invariably
spends more time than he thinks he
should in dealing with personal problems
of others.
"It is always his problem to motivate
people, care for them, understand them,
to be a kind of father to them. This is
especially true in a field where the prin-
cipal commodity is ideas, where the raw
material is nothing more than white space
or vacant time. And in any type of crea-
tive field, there is a fairly high percentage
of eccentric, non-conformist geniuses —
and it is the executive's task to deal with
these people, make them comfortable and
productive. . . ."
Dr. Menninger's prescription? Execu-
tives, he said, should try "to make a
rich life — and not just a rich living."
Page 36 • April 29, 1957
Broadcasting • Telecasting
geles toward San Diego; extensions south-
westward from Dallas-Fort Worth, and
one northward from St. Louis toward Chi-
cago.
Prof. Frey, in his report on agency func-
tions and methods of compensation — a sub-
ject that ranked high at AAAA's conven-
tion a year ago— emphasized that his study
is "seeking only the facts." He voiced hope
that the final report "will provide a guide
for greater productiveness of the advertis-
ing dollar [and] can help you in achieving
a more efficient working relationship with
your clients."
Mr. Washburn, detailing Y&R"s work on
the "'Keep New York City Clean" campaign,
praised cooperation of media. "God bless
radio.'" he asserted, noting that stations'
use of campaign material had been "very,
very good."'
"Now," he continued, "the piece de re-
sistance— our television commercials. In the
almost two years of our work with the
citizens' committee, we've prepared scores
of 10-second IDs. 20-second station breaks,
and one-minute spots. There have been
jingles, animated cartoons, and live com-
mercials of all shapes, sizes and breeds."
he added:
"Our tv folks want me to pass on this word
of advice: if you'd like to learn how to pro-
duce television commercials for practically
no money at all, just take on a public serv-
ice venture like this one. You soon discover
how far ingenuity can go in making up for
an empty purse."
He offered Y&R's "Clean City" campaign
materials to other agencies for adaptation in
similar drives in their own areas, provided
they first get their city governments' and
local citizens' backing to assure "real honest
interest and support" at the local level.
Brorby, Danforth Head
AAAA Board for 1 957
MELVIN BRORBY, senior vice president
of Needham. Louis & Brorby. Chicago, was
named chairman of the board of the Amer-
ican Assn. of Advertising Agencies last
Thursday as the
AAAA opened its
4 0th anniversary
year meeting (see
story, page 36). He
succeeds Robert
D. Holbrook.
chairman of Comp-
ton Adv., New-
York, in the
AAAA chairman-
ship.
J. Davis Dan-
MR. BRORBY forth, executive
vice president of
BBDO, New York, was elected vice chair-
man and Ross H. Ryder, president of Ryder
& Ohleyer. Oakland, Calif., was named sec-
retary-treasurer. President Frederic R. Gam-
ble continues in office for another year.
More than 400 AAAA members and
their wives were registered for the three-day
meeting at the Greenbrier. White Sulphur
Springs. W. Va. They were to be joined by
some 200 media and advertiser guests and
their wives Friday and Saturday.
Edwin Cox of Kenyon & Eckhardt, Otto
Kleppner of Kleppner Co., and Raymond
F. Sullivan of Sullivan, Stauffer, Colwell &
Bayles. all New York, were elected direc-
tors-at-large for three-year terms. Frank
White, senior vice president and treasurer
of McCann-Erickson and former president
of NBC and Mutual, was named director-
at-large for two years to fill the unexpired
term of Emerson Foote, who has resigned
from McCann-Erickson.
Retiring President Holbrook. tracing the
growth of advertising in the 40 years since
formation of AAAA. pointed out that
AAAA membership itself has grown from
111. with 123 offices, to 329 agencies with
571 offices in the U. S. "And today," he
continued, "our members continue to place
more than two-thirds of the tremendously
increased volume of national advertising in
the U. S."
Of the broadcast media's place in adver-
tising over the years, Mr. Holbrook said:
"When radio arrived, we were provided with
a mass method of communication which was
wholly new. and very effective. Then came
tv. Both these new mediums gave us some
king-sized, unfiltered headaches, but Ameri-
can advertising men saw the immense op-
portunity they presented and used them ef-
fectively."
Directors representing the four AAAA
regions were elected for one-year terms as
follows:
Eastern Region— Brown Bolte. Benton &
Bowles. New York; Lendell A. Layman,
Henry A. Loudon Adv., Boston; Dan W.
Lindsey Jr.. Lindsey & Co.. Richmond.
East Central — Wilfred F. Howard. L
Walter Thompson Co., Detroit.
Central — F. Strother Cary Jr., Leo Bur-
nett Co., Chicago (re-elected), and Arthur
G. Rippey, of Rippey. Henderson, Bucknun
& Co., Denver.
Western — Roy Campbell. Foote. Cone &
Belding. Los Angeles.
Named to serve with Chairman Brorby.
President Gamble, Vice President Danforth
and Secretary-Treasurer Ryder as the
AAAA board's operations committee for
the coming year were Joseph H. Epstein of
Fitzgerald Adv.. New Orleans: Robert M.
Ganger of D'Arcy Adv., New York, and
Arthur E. Tatham of Tatham-Laird, Chi-
cago.
PUTTING ARTISTRY INTO ADVERTISING
JACK BAXTER, vice president of Earle
Ludgin & Co., Chicago, addressed the
AAAA convention Friday on "How Crea-
tive Have We Really Been with Tv Com-
mercials?" Here is a condensed text of his
presentation, which was illustrated with
slides and films:
I DO NOT feel that anyone had to come
here to learn how to sell. You have already
traveled far down that familiar road. To me,
the areater chal- ___________
lenge is the chal-
lenge of making
people interested.
Even the most per-
suasive sales mes-
sage will not be
heeded by an au-
dience that has its
back turned, or has
already walked out.
To interest peo-
ple is an art. To
interest people in mr. Baxter
our television pres-
entations calls for all the artistry we can
muster.
1 think we all agree that we can no
longer hold an audience simply by hiring
an announcer to hold a product in front
of a camera.
The average viewer spends 5 hours and
42 minutes at his television set each day.
according to Nielsen. That means he's ex-
posed to 420 commercials per week with
some 2,500 scenes or pictures. All told,
vour weary viewer gets 5 hours and 8
minutes of commercials thrown at him each
week.
Is it any wonder that one-third of our
audience walks out when the commercial
goes on?
I think one obvious solution to this prob-
lem is to avoid the obvious in our presenta-
tions. Perhaps, we should all try a little
harder to be more exciting visually.
Of course, we all know that television is
a superb medium for product demonstra-
tion, but I truly wonder if we have probed
into all the dark recesses of this part of
our television world.
Most of us have seen the Toni twin
demonstration, showing that Toni Home
Permanent stands up — even in a steam bath.
And we've seen the vibrating water test for
Timex watches, and Band Aid demonstrat-
ing its amazing stick-to-it-iveness. But it was
Prom's study of slow motion hair that got
me to thinking.
Today's camera can slow down a speed-
ing object so that it hardly moves at all.
Did you know you can take a picture
at 10,000 frames per second and thereby
stretch a single second in time to seven
minutes on the screen?
What a wonderful way to demonstrate
how a tire grips the road, or how shatter-
proof your glass is, how your product with-
stands shock. Or a dozen other things.
But maybe you'd like to condense time.
Here, through the miracle of John Ott's
time-lapse photography, we shall see an
orange spoil in 47 days before our eyes.
It's demonstrating that special waxes keep
fruit fresh longer.
You could use this technique to prove that
your paint lasts longer or your metal with-
stands rust better or your refrigerator keeps
foods fresher.
Now. through John Ott's micro-photog-
Broadcasting • Telecasting
April 29, 1957 • Page 37
ADVERTISERS AND AGENCIES
WHAT FUTURE HOLDS FOR RADIO-TV
• Keynoter Barton says 15% commission will dwindle
• Sweeney tells WSAAA '57 will set record for radio
raphy, we'll show you a living cell killed by
a drug. What a wonderful tool for those
of you who want to prove that your mouth
wash, your drug, your disinfectant really
kills germs. When you see a thing with
your own eyes, you can really believe it!
Did you know you can actually take
x-rays on motion picture film? You can use
x-ray film to show how your puncture-proof
tire works, or how your oil coats cylinders
thinly and evenly, or how your shoe fits.
Now I'd like to explore the cartoon com-
mercial. If I were writing an animated com-
mercial this morning the one thing that
would be on my mind is: "What can I do
to give this spot visual distinction?"
Here's a field where, I believe, it's mighty
easy to get lost in the shuffle. I have yet to
see an animated commercial that had the
visual impact of Walt Disney's "Fantasia"
or came close to the artistry of the French
film abstractionists.
For one thing, most of our animated films
seem to move in only two directions —
either to the left, or to the right. See our
little friends up there on the screen? They
live in a world in which they can move
only to the left ... Or to the right. To the
left. ... Or to the right.
It can be visually thrilling to move in
another direction. Instead of going to the
left or to the right, let's try moving forward.
Another available animation technique
which, to my knowledge, has never been
used on tv commercials is the third dimen-
sion you can achieve through the use of the
multiplane camera.
Let's take a flat piece of art. It has only
two dimensions. Notice as we dolly in how
COMMERCIAL DISPLAY
For a sampler of tv spots
studied by AAAA last week
SEE PAGES 48-49
the moon gets bigger. That, of course,
would look very unnatural to the viewer.
And when we dolly back, the moon becomes
smaller. That, too, is unnatural.
However, through multi-plane camera
technique, perfected by Walt Disney, the
art work is separated into several layers
which can be moved away or toward the
camera. That gives us third dimension —
just as our eyes see it.
Now here's the same moonlight scene
with third dimension. And notice how that
moon stays put.
Have you explored your tv sound tracks
lately? Here's an area where I feel too little
exploration has been done.
Sit in your projection room sometime,
turn off the projection lamp and listen to
only the sound tracks of your commercials.
Do you hear a new kind of voice, a new
kind of music, a new kind of sound? If
not, maybe you're missing a bet.
Let's not forget, the ear is half of tele-
vision.
Page 38 • April 29, 1957
WHAT the next five years will mean for
radio and tv and for the advertisers using
this medium and the agencies buying time
was outlined Thursday at the opening ses-
sion of the Western States Advertising Agen-
cies Assn.'s seventh annual conference, held
Thursday-Saturday at Palm Springs, Calif.
With 320 registered at the time of the open-
ing luncheon, the session became the largest
yet held by WSAAA, its president, Tim
Christopher, reported.
WILL 15% COMMISSION
YIELD TO FEE SYSTEM?
An expanding national economy in the
next five years, with a parallel expansion of
advertising in all media, was predicted by
Roger Barton of Alfred Politz Research Inc.,
in his keynote address to the WSAAA con-
ference. He said that in this expansion tv
would show the fastest growth and spot
radio would continue to flourish.
Mr. Barton also anticipates the recapture
of advertising control by the advertising
manager, upgraded to marketing manager,
from the advertising agency, which will
produce and place the advertising dictated
by the overall strategy of the marketing man-
ager. Large agencies will offer a multiplicity
of services and the 15% commission system
of compensation will dwindle as it is re-
placed by fees based on services. The small
agency will have the choice of concentrating
on advertising alone or affiliating itself with
other agencies.
Last year's advertising volume of more
than $10 billion was "almost five times what
was spent in 1940, and almost twice what
was spent in 1950," he reported, with ex-
pectations that "advertising expenditures in
1965 will be somewhat more than $14
billion."
"These are all big figures, but what do
they mean to us?" Mr. Barton said. "They
mean, for one thing, that more dollars are
spent per person for advertising each year
to keep the economy rolling. If you divide
the money spent for advertising in 1940 by
the population you get $15.86, and this
figure rises to $37.89 by 1950 and to $54.57
by 1955. By 1965 it will be $70.46. Of
course, the value of the dollar in terms of
the prices consumers paid for commodities
has been declining, so that the expenditure in
1955 in terms of 1940 dollars was $30.32
instead of the actual $54.57, but that still
makes it twice what it was per person in
1940.
"I realize that these figures are not mean-
ingful to advertisers, because the latter are
seeking audiences. But just in terms of our
economy, it does mean that advertising is
taking a bigger bite."
Turning to individual media, Mr. Barton
reported that "current trends suggest that
television will continue to win the growth
prizes five years from now, and that spot
radio will still flourish. The greatest hazard
to tv will be increasing costs to the adver-
tiser, and the greatest hazard to spot radio
will be avarice. By avarice I mean any
tendency of broadcasters to overload the
daytime programs with commercials so that
the interests of the audience are subverted
to the interests of the advertisers.
"Lately there has been a considerable
hassle over subscription tv, and although
the FCC has all but decided to authorize an
experimental fling, I fail to see that this can
be a threat. I personally doubt that there are
enough persons who would pay for the
privilege of seeing better tv programs than
are shown now that their defection could
ever seriously affect the size of the present
television audiences. This is a fact that
could not be determined without trial (per-
haps a special research test in sample areas),
for there would not be greater error than
merely to ask respondents; they would have
too great a tendency to say yes. The British,
incidentally, are said to prefer their free
commercial programs better than their
BBC programs.
"There has been considerable criticism of
broadcast programs because of alleged low
cultural level and lack of taste. Whatever
criticism may be justified on this score will
probably be self-rectifying. The broadcast
people are apt to play a little ahead of their
audiences, but not much. They will prob-
ably improve the level of their programs
only as they detect improvement in their
audiences. This improvement will be ac-
celerated by many influences outside of tv.
Good taste is something that is not devel-
oped quickly, and television is hardly 10
years old."
Rising costs of producing magazines (pap-
er cost up 57% since the war, for example)
have forced magazines to compete vigor-
ously for circulation and advertising, with
the result that advertising rates also have
risen (80% from 1946 to 1956, 37% from
1950 to 1956) and even so the net profit
after taxes of a group of representative mag-
azines has dropped from 8% of revenue in
the first full year of postwar operation to
2.6% last year, Mr. Barton said.
Newspapers "are caught in the same prof-
it squeeze that affects magazines," he said.
"In spite of the fact that newspapers are
gaining a greater total of advertising and
great circulation, they obviously need more
income."
Examing the advertiser-agency relation-
ship, Mr. Barton noted that advertising man-
agers, in reappraising agency services and
compensation after the Government's vic-
tory in the antitrust suit, "see an opportunity
to reassert themselves. . . . Advertising
managers have in many cases been sub-
ordinate in importance to advertising agen-
cies. The latter have produced the brilliant
Broadcasting • Telecasting
Put your message where the money is!
Business was never better
in this dynamic coastal
city. Rand McNally's April
Business Trend ranks
Savannah as the top city
in the Southeast . . . the
No. 2 city in the entire
United States in economic
gain over last year.
Busiest Corner in
one of the nation's
Busiest Cities
To turn this steadily increasing flow of consumer
dollars into more sales for you, put your
advertising where the action is . . .
put it on Channel 3!
QkWlll^. . . SAVANNAH'S PREFERRED CHANNEL STATION
3
It's in Savannah
REPRESENTED BY BLAIR TELEVISION ASSOCIATES
STOP YOUR
PROJECTING!
How buy the whole Richmond
TV Area by Surveyed Facts!
Until now a timebuyer had to figure rating points for
the Richmond, Va., market by projecting the known
metropolitan figures to the unknown Grade B area.
Now you can have the facts— the full facts — about
the entire area when you buy Richmond. And when
you have them, you'll buy WXEX-TV every time.
In conjunction with its regular February survey
of metropolitan Richmond, ARB conducted a spe-
cial 35-county Grade B area survey. Both surveys
were made the same week. Both used the same ARB
supervised-diary technique. Here's what the special
area survey proved — conclusively :
• WXEX-TV leads any other Richmond
station in total area rating points by 33V3%.
• WXEX-TV leads any other Richmond
station in more quarter hours by 33V3%.
• WXEX-TV leads any other Richmond
station in total share of audience.
Don't make another buy until you have seen this
area study. For your copy, call Select, Forjoe or
WXEX-TV. It will open your eyes.
Tom Tinsley, President NBC BASIC-CHANNEL 8 Irvln G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
Page 40 • April 29, 1957
Broadcasting • Telecasting
ADVERTISERS AND AGENCIES
ideas and provided the inspiration that has
made the marketing of products a success.
It is possible that one of the reasons this has
come about is that the advertising agencies,
by virtue of the fact that they receive their
compensation from a commission based
upon the amount of advertising they handle,
have been enthusiastic promoters of the use
of advertising. They have developed novel
ideas, enticing ideas, and often brilliant
ideas. . . .
"The current project of the Assn. of Na-
tional Advertisers to study the nature of
advertising services could possibly result in
a conclusion that the agency has spread it-
self around too much, and that the direction
of marketing functions should rest more
firmly in the authority of the advertising
manager or advertising director, or as cur-
rently seems the trend, a man who is called
the marketing manager.
"This marketing manager might have
under his supervision an advertising director,
research director, public relations director,
and a sales promotion and merchandising
director. . . . The marketing manager would
be the general directing the marketing cam-
paigns of his company, who drew upon the
various independent service organizations
to provide the special services that he re-
quired.
"Under this conception, therefore, the ad-
vertising agency could have as its mission
the production and placing of advertising.
Its advertising campaigns would fit into the
marketing conception or strategy developed
by the advertiser's marketing director."
Not only the government's victory in its
antitrust action against the AAAA but the
increasing complexity of the agency business
will cause the commission system of agency
compensation to "lose importance as the
years progress," Mr. Barton predicted. "The
agencies could be compensated on the basis
of fees or charges the same way that other
organizations are compensated when they
devote professional charges to advertisers,"
he said Saturday in his concluding remarks
to the three-day conference.
ReDorting that the number of agencies has
doubled since the war along with the dou-
bling of national advertising volume (3,300
agencies now compared with 1,800 in 1946
and the probability by 1965 of 6,000 agen-
cies placing $6 billion of business and em-
ploying 60.000 persons). Mr. Barton noted
that Census data show the average agency
to have $1 million in billings and 13 em-
ployes, or billings of $70,500 per employe.
Omitting the top 21 agencies, with over
1,000 employes each, the average for the
other is eight.
"What will be the future of the small
agency in all this growth?", he asked. "Few
businesses, it has been said, remain small by
choice. In respect to advertising agencies, I
believe that this is still the major problem,"
and an especially urgent problem, he noted,
because the largest agencies are growing
even larger, with much of their growth at-
tributable to "the complete marketing serv-
ices that they provide for clients."
The trend for both clients and agencies
to regard advertising as "but a single part
Broadcasting • Telecasting
of an overall marketing operation," he said,
leaves the small agency with only two
choices: concentrate or combine.
The small agency, he said, "could con-
centrate on advertising, for no matter what
other ingredients are added to the agency
mix, the transforming imagination of the
copywriter will always be a paramount func-
tion in advertising. There will always be the
need for someone to take the raw materials
of research and transform them into the ap-
pealing advertisement or broadcast com-
mercial. . . .
"If the agency does not want to specialize
in advertising it can gain strength and facil-
ities for more diversified service by associ-
ating with other agencies or by merging with
others. By associating, I mean joining such
groups as the advertising agency networks.
. . . Another answer is merger, and we have
seen a great many mergers in the past few
years. Even the large agencies are merging,
so all the more reason for the small ones to
do so. . . .
"One thing is certain," Mr. Barton con-
cluded, "and that is that no agency can
afford to stand still. It either grows or is
surpassed by other agencies, and once it
loses its competitive position the chances
are that it begins to lose accounts. Hence,
the agency must be continually introspective
and self-critical, constantly appraising its
position in the rapidly moving field that is
the agency business today. ... If you must
remain small, specialize; if you want to
grow fast, merge, and do it now."
EXPANDED ECONOMY
BY 1962— SELIGMAN
By 1962 there will be an expanded na-
tional economy, larger advertiser expendi-
tures and a larger share of them devoted to
television which will then have more sets,
including portables, to take tv out of the
living room, offering advertisers greater cir-
culation for their commercials which will
be in full color, Selig Seligman, general man-
ager, KABC-TV Los Angeles predicted.
But he warned that advertisers and agen-
cies and tv broadcasters alike must abandon
their present infatuation with ratings and
get back to the fundamental premise that
advertising on television, like all advertising,
must be planned and prepared for the pur-
pose of selling the sponsor's goods or serv-
ice. Many national advertisers, he declared,
can learn a lesson from the retailers who
buy time on television locally. They have
their own rating system — if it sells they
renew, if it doesn't they cancel.
If television is to fulfill its promise for
1962, the medium must eliminate its present
system of protection for advertisers, Mr.
Seligman said. This protection, which adver-
tisers do not get when they go into business,
nor from the New York Times, nor from
outdoor posters, produces ridiculous results
in tv, he said. He cited the case of Mickey
Mouse Club, "most popular daytime show
on television," which next season is being
reduced from an hour to a half-hour because
the network is unable to accept business
from a long list of advertisers who want to
buy into the program but cannot because of
network commitments to protect present
sponsors.
TOP YEAR FOR RADIO
PREDICTED BY SWEENEY
Radio in 1957 will have the largest adver-
tising volume of any year in its history,
Kevin Sweeney, Radio Advertising Bureau
president, told the meeting, and by 1962 it
will have twice its present volume nation
wide, he said, noting that by then radio will
be the major medium billings-wise for many
western advertising agencies and no worse
than second for the majority of agencies in
the western states, in contrast to 15% for
which it is the major medium today. There
are nine reasons why his predictions will
come true, he said.
1. Radio's circulation will continue with
25 million sets added to the present total by
1962.
2. Better and lower set prices ($20 to
today's $60), transistor-powered pocket and
purse radios will have 3.5 million sets at
places where it is now inconvenient. By 1962
the out-of-home audience will be greater
than the present in-home audience.
3. Industrial concerns are buying radio
stations at peak prices with the conviction
that they have substantial growth potential.
4- Throwing out the window the concept
by which radio has been bought and sold for
35 years, agencies will forget about specific
time periods, will buy so many announce-
ments a week to be broadcast at times de-
termined by the stations, just as they now
buy space in the print media.
5. Use of radio by retailers will rise 15%
this year over last year and some time dur-
ing the next five years will suddenly leap
50% in one year, this being the year when
agencies and retailers establish a commis-
sion-fee system of compensation for the
vast traffic problem created by this new
kind of radio buying — hundreds of spots
for dozens of items on several stations at
various times for a single department store
— which the agency cannot profitably handle
for 15% of time charges.
6. Higher creative standards at stations
in smaller markets will produce better com-
mercials on the local level than we have to-
day on the national level.
T. Movement in the suburban areas,
taking many people beyond the scope of
other local media, only fills in former blank
spots in the area already covered by radio
signals.
8. In addition to its mass medium per-
formance in reaching more people than pos-
sible in any other way, radio can also do
a selective job of programming for partic-
ular audiences of special interest groups
and more and more stations will become
specialists in their programming.
9. Millions of advertisers, rising oat of
other media, are turning to radio, thinking
about it and originating new and better ways
of using it.
April 29, 1957 •- Page 41
ADVERTISERS AND AGENCIES
Wool worth Still Likes
Its CBS Radio Program
IT WAS a significant occasion in the spring
of 1955 when F. W. Woolworth Co., the
five and dime chain, decided to ignore the
reputed advertiser reluctance toward net-
work radio and invest "big money" in
its first network venture on CBS Radio
with The Woolworth Hour.
This was a prestige package — a full hour
of live music presented with dignity and
showmanship found more often in tv. B»T
heralded the bold move with an editorial
[B»T, April 11, 1955].
Yesterday (Sunday) the program marked
its 100th broadcast and appears destined to
become a fixture. Woolworth President
James T. Leftwich explains his approval of
radio in very real terms: Dollars and cents.
Yearly sales for Woolworth stood at
$721.3 million in the year preceding the
debut of the CBS program. Last year the
firm grossed over $806 million, a rise of
almost 11%. Woolworth in this period
opened 80 new stores, expanding into
Canada, Cuba and Europe, for a total of
2,100 outlets. Stockholders' net earnings
jumped from 79 cents to $3.57 per share.
Naturally Mr. Leftwich has been happy
that his program, featuring Percy Faith
and his 30-piece orchestra plus guest stars,
counts among its citations the acclaim of
the National Federation of Music Clubs as
"the most versatile of all radio programs."
But he also is pleased that the program
"pre-sells" Woolworth products "and di-
rectly stimulates over-the-counter trans-
actions."
Woolworth agency is Lynn Baker Inc.,
New York.
Bruck Agency Changes Name
FRANKLIN BRUCK Adv. New York, be-
comes Heineman, Kleinfeld, Shaw & Joseph
effective May 1. Continuing in their present
positions will be Mort Heineman, president;
M. J. Kleinfeld, chairman of the board;
Joseph Shaw and Julius Joseph Jr., vice
presidents. All four have been with the 25-
year-old Bruck Agency more than two
decades. Mr. Heineman has been president
two years. Mr. Shaw and Mr. Joseph con-
tinue as art director and media director,
respectively.
Hills Bros. Sued for $300,000
By Lyric Writer Ray Gilbert
LYRIC WRITER Ray Gilbert last week
sued Hills Bros. Coffee Inc., San Fran-
cisco, for using the Kid Ory classic jazz
tune "Muskrat Ramble" in its broadcast
commercials with a new set of lyrics laud-
ing the merits of Hills Bros, coffee.
Mr. Gilbert also asked the California
Superior Court, Los Angeles, for an injunc-
tion calling on Hills Bros, to cease and
desist the commercials. Other defendants
include N. W. Ayer & Son agency, Phil
Davis Musical Enterprises, and George Si-
mon Inc., publisher of the song.
The suit is said to be based on two
chief contentions: An ASCAP ruling that
gives Mr. Gilbert a third rather than the
usual half of royalties on vocal perform-
ances because the lyrics account for the
increased popularity of the tune, and be-
cause the use of the tune on commercials
by one advertiser makes others, particular-
ly beverage advertisers, reluctant to use it
on radio and tv programs, thus reducing
Mr. Gilbert's royalties.
The sum of $100,000 is sought for play-
ing the tune on radio, another $100,000 on
tv, and a third $100,000, as punitive dam-
ages for continuing the commercials after
they were protested last month, and on
grounds that the publisher allegedly per-
mitted this without Mr. Gilbert's sanction.
American Dairy Assn. Signs
For One-Third of 'Perry Como'
AMERICAN DAIRY ASSN. last week
completed its 1957-58 network tv plans,
concluding negotiations for alternate-week,
one-third sponsorship of The Perry Como
Show on NBC-TV. this fall. The business
was placed through Campbell-Mithun Inc.,
Chicago, with the starting date sometime in
September.
The dairy group bought part of the Como
package after discussions fell through for
selected / Love Lucy reruns on CBS-TV
[B«T, April 1]. The latter show, tentatively
slated for Wednesday, 7:30-8 p.m., has
been bought by W. A. Sheaffer Pen Co.
(pens, pencils), Fort Madison. Iowa (seven
alternate weeks, September - December),
through Russel M. Seeds Co., and by Gold
Seal Co. (glass wax), Minneapolis (20
weeks), through Campbell-Mithun Inc.
American Dairy is dropping Disneyland on
ABC-TV after the current season.
Faultless Buys 'O. Henry7 Series
FAULTLESS STARCH Co., Kansas City,
has contracted to sponsor O. Henry Play-
house as half-hour syndicated film series
produced by Gross-Krasne Inc., in 42 mar-
kets for 52 weeks, starting May 2. The
agreement worked out by Robert H. Hill,
vice president of Gross-Krasne, and Jack
Kirwan of Bruce B. Brewer Co., Kansas
City, agency for Faultless, covers 14 mid-
western states in the distribution area of
the product, running from eastern Tennes-
see to the Rockies. With this sale, O. Henry
Playhouse will be telecast weekly in 187
markets.
RADIO RATINGS
NIELSEN
Two Weeks Ending March 23
Total Audience (Homes-000)*
Evening, Once a Week-Average (429)
1. Gunsmoke (Sun.) 1,526
2. Jack Benny 1,479
3. People Are Funny 1,336
4. Dragnet 1,097
5. Great Gildersleeve 1,002
6. Allan Jackson News 906
7. Gangbusters 716
8. Telephone Hour 668
9. Cavalcade of Sports 668
10. Treasury Agent 620
Evening, Multi-Weekly-Average (620)
1. Lowell Thomas 1,383
2. News of the World 1,193
3. Amos 'n' Andy-T & F 7:15 PM
1,145
Weekday-Average (1,097)
1. Helen Trent (2nd Half) 1,717
2. House Party 1.670
3. Young Dr. Malone (1st Half) 1,670
4. Wendv Warren 1,622
5. Young Dr. Malone (2nd Half)
1,622
6. Ma Perkins (2nd Half) 1,622
7. Our Gal Sunday 1,622
8. Our Gal Sunday 1,622
9. A. Godfrey 1,574
10. Ma Perkins (2nd Half) 1,574
Day, Sunday-Average (382)
1. Woolworth Hour 1,288
2. Robert Trout News-5:00 PM 1,002
3. Robert Trout News-12:00 N 589
Day, Saturday-Average (668)
1. Gunsmoke- 12:30 PM 1,622
2. Gunsmoke-12:45 PM 1,526
3. Allan Jackson News-\2:00 N 1,336
*Homes reached during all or any part of
the program, except for homes listening
only 1 to 5 minutes. For a program of less
than 15-minute duration, homes listening 1
minute or more are included.
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B«T radio ratings roundup. In-
formation is in following order: Pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Amos 'n' Andy Music Hall (CBS-189): Par-
ticipating sponsors and agencies, Mon.-
Fri. 7:05-7:45 p.m.. Sat. 12:05-12:30 p.m.
Arthur Godfrey (CBS-196): WECO (JWT).
participating sponsors and agencies,
Mon.-Fri. 10-11:30 a.m.
Jack Benny (CBS-200): Cowles (M-E), sus-
taining. Sun. 7-7:30 p.m.
Cavalcade of Sports (NBC-186): Gillette
(Maxon). Fri. 10 p.m.
Dragnet (NBC-186): Anahist (Bates). Tues.
8:05-8:35 p.m.
Gangbusters (MBS - 500): Participating
sponsors and agencies. Wed. 8 p.m.
Great Gildersleeve (NBC-186): Anahist
(Bates), Tues. 8:05-8:30 p.m.
Gunsmoke (CBS-198): Liggett & Myers
(Dancer, Fitzgerald & Sample), Sun.
6:30 p.m.. Liggett & Myers (D. F, & S
and Carter (Bates), Sat. 12:30 p.m.
Helen Trent (CBS-201): Standard Brands
(Bates), co-operating sponsors and agen-
cies. Mon.-Fri. 12:30 p.m.
House Party (CBS-198): California Prune
(Long), participating sponsors and agen-
cies. Mon.-Fri. 3-3:30 p.m.
Allan Jackson News (CBS-188): General
Motors (Campbell-Ewald), Mon.-Fri. 8
p.m.. Sat. 12 noon.
Ma Perkins (CBS-195) : Lipton ( Y&R ),
Campana (Wasey), Lever Bros. (K-E,
Mon.-Fri. 1:15 p.m.
News of the World (NBC-186): Coldene
(JWT). Carter (Bates). Mon.-Fri. 7:30-
7:45 p.m.
Our Gal Sunday (CBS-199): Participating
sponsors and agencies, Mon.-Fri. 12:45
p.m.
People Are Funny (NBC-186): Anahist
(Ted Bates). Wed. 8:05-8:30 p.m.
Telephone Hour (NBC-186): Bell Tele-
phone (Ayer), Mon. 9-9:30 p.m.
Lowell Thomas (CBS-199): Delco-General
Motors (Campbell-Ewald), Mon.-Fri.
6:45 p.m.
Treasury Agent MBS-492): Participating
sponsors and agencies. Tues. 8-8:25 p.m.
Robert Trout (CBS-190): General Motors
(Campbell-Ewald), Sun. 12 noon, 5 p.m.
Wendy Warren (CBS-172) : Bon Ami (Ruth-
rauff & Ryan), participating sponsors
and agencies. Mon.-Fri. 12 noon.
Woolworth Hour (CBS-200): Woolworth
(Lynn Baker), Sun. 1-2 p.m.
Young Dr. Malone (CBS-190: Scott (JWT,
Lever Bros. (K&E), Mon.-Fri. 1:30-1:45
p.m.
Copyright 1957 by A. C. Nielsen Co.
Page 42 • April 29, 1957
Broadcasting • Telecasting
WDAY-TV DELIVERS
520% MORE FARGO-MOORHEAD HOMES
THAN STATION "B"!
-TV
WDAY-TV June ,956
7-City Area ARB*
12:00 - 5:00 P.M.
403% MORE
5:00 - 6:00 P.M.
468% MORE
STATION 6:00 - 1 0:00 P-M-
b 118% MORE
10:00 P.M. - Sign-Off
400% MORE
*North Dakota— Valley City, Wahpeton, Hillsboro, Fargo.
Minnesota — Breckenrid ge, Fergus Falls, Moorhead.
That's right! — December, 1956, ARB
figures for Fargo-Moorhead credit \^ DAY-
TV with an average of 520% more homes
than Station "B", for all time periods!
WDAY-TV gets-
760% More— 12 Noon to 5:00 P.M.!
872% More— 5:00 P.M. to 6:00 P.M.!
181 % More— 6:00 P.M. to 10:00 P.M.!
270% More— 10:00 P.M. to Sign-Off!
That's just the Fargo-Moorhead picture.
June, 1956 ARB figures ( left ) prove that
WDA\ -TV is almost as popular in five
other Red River Valley cities — each
beticeen 40 and 60 miles away!
Your Peters, Griffin, \^ oodward Colonel
has all the facte.
P. S. Average ARB Rating, 6:00-10:30
P.M., WDAY-TV— 43.6. Station "B"—11.9.
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
PETERS, GRIFFIN, WOODWARD, INC.
Exclusive National Representatives
Broadcasting • Telecasting
April 29, 1957 • Page 43
ADVERTISERS & AGENCIES
MYOPIA: IT HANDICAPS RADIO, TOO
WITHOUT mincing words, Arthur Pardoll last week warned a Connec-
ticut Broadcasters Assn. meeting that there are some shortsighted prac-
tices cropping up in radio. The Foote, Cone & Belding media group
director pointed specifically to such things as crowding of commercials,
unwarranted rate raises and the forcing of combination sales on the
advertiser. Condensation of his remarks is herewith presented.
MY discussion will concern radio primarily, but the points made
could also apply to television, as that medium continues to mature.
Let us first look at the advertising records so that we can place
radio in proper perspective. In 1956 more than nine billion dollars
were invested in all advertising. Of this amount $565 million —
roughly 6%- — were spent in radio. And of these radio dollars 85%,
or $486 million, was spent for national and local spots. The trend
in spot usage shows a healthy gain of 25% over 1955.
However, as days pass, many of us in advertising have become
much concerned about the development of certain practices which
can have an adverse effect upon the good that has been accom-
plished. It only takes a few bad examples to spoil it for the rest.
Today the selection of media is testing the judgment and skills
of media buyers more than it ever has before. A study of the records
discloses a tremendous increase of almost six billion dollars in
advertising over the past ten years. This upward trend will continue.
Larger investments are required to maintain a competitive position
in the face of hundreds of new products launched each year.
Newcomers and competitive situations have thus created a tre-
mendous cacophony of commercials and copy which clamor for
the consumer's attention.
The individual advertiser must find and use ways of penetrating
this barrier with his message. Obviously, this puts a premium upon
copy ingenuity. It also dictates the need for sagacious and creative
use of media, for the human memory unfortunately has limitations.
All media must conduct themselves in good taste and according
to acceptable ethics. Those who do will prosper in the end.
Don't Jam The Commercials
Many of us are becoming justifiably alarmed about overcom-
mercialization. When 20 or more one-minute and 20-second com-
mercials are crowded into an hour, the effectiveness of radio is
seriously vitiated. Unfortunately, this is being done in some in-
stances. Mind you, I am not including the ID's which generally are
adjacent to the longer announcements. Consequently, inadequate
separation between competitive brands exists, and furthermore, the
entertainment content of programming is seriously impaired.
Naturally, in such a situation the advertiser wonders whether
his commercial, surrounded by too many other advertisers, will
have sufficient memorability impact. The high commercial traffic
in morning radio aggravates the condition I mentioned earlier —
the thick wall of broadcast advertising resulting from new products
and competitive situations.
A second development is the general tendency to raise rates — in
some cases — without justification. We can understand situations
where a moderate hike in prices is warranted. The cost of operating
stations, like the cost of living, is rising. Many stations, in an effort
to improve their positions, have spent large sums in new program-
ming and new staffs.
But I'm sorry to say that many members of this industry, behave
like sheep where rates are concerned! Almost everyone follows the
leader. When a competitive station raises rates, the others follow.
I know of one case, and this happens to be a fairly large station,
where the reason for the increased rate seemed logical at first.
However, upon closer scrutiny, it was discovered to be out of line.
Although the reason given for the increase was the growth of this
market, the station overlooked a very significant fact. Over many
years the station had dominated the market, but recently, two other
stations had forged ahead with progressive programming.
With this growing tendency to increase rates, there is a danger
of serious restrictions upon the great advantages offered by radio.
For example, the ability of radio to deliver messages with great
frequency has been one of its great values. So sharp rate increases
may result in reduced frequency if budgets will not permit the
original frequency. The next question for which advertisers will
want an answer is — "Will radio move goods at a reduced fre-
quency level?" To sell successfully in today's market, repeated home
visits are required more than ever before.
As the rennaissance of radio has come about, station people
have been faced with a dilemma. With the rush to early morning
and late afternoon time, it has become exceedingly difficult to sell
other time periods. The solution is not, however, forced combina-
tion buys. By that I mean package combinations which compel
advertisers to purchase other time along with early morning radio.
This practice limits the flexibility of radio employment, another
great value offered by the medium. It is the responsibility of the
radio industry to prove the worth of the entire broadcast day.
I, for one, do not feel that an aggressive effort is being made to
do so. Instead, the approach is negative.
The forced combination in itself implies lesser values offered
by "hard to sell times." The answer may be more attractive rates
for such unsought after time as well as more creative selling.
These three practices — overcommercialization, rate increases,
and forced combinations — are most serious, and demand the in-
dustry's most careful consideration.
I would like now to mention a few less serious failings which
can be more easily corrected. In general, market information is
being provided, but such obvious factors are being overlooked as
peak traffic hours, office and store hours, and working shifts, etc.
Then there's the question of knowing the names and numbers
of the players. I don't know where the blame lies for this one. We
found an amazing unfamiliarity with a station's programming on
the part of the reps. Perhaps the changes in personnel and pro-
gramming were not reported to the rep by the station.
There is one practice that disturbs me quite a bit. Variation in
package rates still prevails in some isolated instances. A while
back, at a cocktail party, two time buyers were exchanging shop
talk. One said, "Gee, I got a darn good buy on Station X; ID's
for $2.50 each in a package." The other buyer almost choked
on his olive; he was paying $2.70 for the same package.
Last but not least is the welter of detail involved in spot buying.
You can help to make the buyer's job easier by quicker service
on avails and confirmations. Also try to schedule the spots as
ordered. Wide deviations from orders result in the waste of many
man hours to clear bills for accounting departments.
Wanted: More Sjiot Radio Data
I would also like to discuss the need for a report on spot radio
activity. Information on radio expenditures would enable advertisers
to make comparisons with the regularly reported data for news-
papers, magazines, television, and other advertising media. A report
of individual advertiser's use of spot radio would provide valuable
information to each advertiser for the assessment of competitive
advertising efforts. You should support a regular industry sponsored
report of spot radio advertising, the availability of which will stimu-
late further interest in spot radio as an advertising medium.
Your course for the future seems clear. You must continue to
sell creatively and learn more about your individual markets.
You must make an effort to become more familiar with the
problems of advertisers and advertising agencies. You must see to it
that your good work of the past few years is not undone.
Even by conservative estimate, national advertising expenditures
should reach the $15 billion mark by 1965. If radio merely holds
its own percentagewise against other media, that means an increase
in income of $335 million. And there's no reason why radio
shouldn't have an increased share if it keeps its own house in order.
Page 46 • April 29, 1957
Broadcasting • Telecasting
In the first rating taken since the station went on the air —
WRAL-TV WALKS OFF WITH 24 OUT OF 32 TOP SHOWS
It always looks easy for a champion! Tha Tar Heels of North Carolina walked off
with the national basketball championship. And WRAL-TV walked off with the Feb-
ruary ARB taken in Raleigh, just weeks after it went on the air.
WRAL-TV has proved itself to be the most important television station in this part
of the South. ARB says it has twice the Raleigh-area audience as the next station, cop-
ping 24 of the top 32 shows. And watch the next ratings !
PICK A CHAMPION TO WIN!
H-R REPRESENTATIVES, INC.
Broadcasting • Telecasting
April 29. 1957 • Page 47
ADVERTISERS AND AGENCIES
COMMERCIALS
HOLD FLOOR
AT AAAA MEET
PEOPLE who complain about the length
of commercials would have been appalled
by the behavior of members of the Ameri-
can Assn. of Advertising Agencies last week-
end.
AAAA members, as part of their annual
meeting (story page 36), sat down and
watched nothing but commercials for more
than two hours. Moreover, they staged three
such showings. And not one was interrupted
for a program.
The commercials — 2 hours 12 minutes'
worth, according to the schedule — had been
selected as "outstanding" by individual mem-
bers of the AAAA committee on improve-
ment of advertising content and on televi-
sion and radio administration. Their prob-
able interest to AAAA members and guests
also was a factor in the selection.
Twenty-two agencies and more than 65
advertisers were represented in the selection,
which was shown Thursday evening and
Friday and Saturday afternoons. Fourteen
of them are shown on this and the facing
page. They, and others shown to the AAAA,
are:
Compton Adv. • — Crisco ("Grandpa's
Story"); Ivory Soap ("World on a String");
Blue Dot Duz (dancers); Royal Crown
("Mardi Gras"), and Socony ("April" and
"Cartoon Faces").
BBDO — Lucky Strike series and Schaffer
series.
Fuller & Smith & Ross — Alcoa ("Alcoa
Label," "Aluminum Furniture" and "Care-
free Living").
Foote, Cone & Belding — Kleenex table
napkins ("Mr. Manners"); Kleenex ("Lit-
tle Lulu and Orchestra Leader"); Meadow
Gold Cottage Cheese ("Cheese Moon");
Paper Mate pen (Joe E. Brown); Rheingold
("Mr. Magoo"), and Pepsodent ("You'll
Wonder Where the Yellow Went").
Ketchum, MacLeod & Grove — East Ohio
Gas Co. ("Burner With a Brain").
Kenyon & Eckhardt — RCA Victor ("Red
Glove," "Impac Case," and "Floating Port-
ables"); Pepsi-Cola (Polly Bergen at rural
station); Mercury ("1957 Floating Ride"),
and Ford ("Safety").
Young & Rubicam — Piel's beer series
("Bert & Harry"); Instant Sanka (hands
commercial); Lincoln-Mercury (wordless
commercial); Jello instant pudding (lemon
and banana, and "Busy Day"); Jello ("Chi-
nese Baby"), and Robert Burns ("Sea-
coast").
Ted Bates & Co. — Colgate ("Tunnel of
Love").
Hixson & Jorgensen — Richfield (Thomas
Mitchell at gas station).
Campbell-Mithun — Snowy Bleach ("Mu-
sic Box").
William Esty Co. — Everready series.
Calkins & Holden — Prudential ("Home
IPANA DCS&S
CHEVROLET— CAMPBELL-EWALD
Page 48
April 29, 1957
Broadcasting
Telecasting
NABISCO MCCANN-ERICKSON KLEENEX FOOTE, CONE & BELDING MONEY MACHINE CAMPBELL-EWALD
STANDARD OIL (N. J.) MCCANN-ERICKSON CHESTERFIELD MCCANN-ERICKSON
You'll wohder 4ae feWB@NHmt,
PEPSODENT FOOTE, CONE & BELDING
Broadcasting • Telecasting
April 29, 1957 • Page 49
ADVERTISERS AND AGENCIES
is the Center"; Basil Rathbone and "Lion
and Mouse").
Needham, Louis & Brorby — Johnson
Pride ("Dinner Date"); Ken-L Ration
("Vet"); Johnston Stride ("'Animated
Splash"): Campbell's V-8 ("Glass"); John
son Glo-Coat ("Schultz Parade"), and Ken-
L Biskit ("Bear Rug").
Dan B. Miner Co. — Blue Seal bread series
and Santa Fe wine.
Doherty. Clifford, Steers & Shenfield—
Ipana ("My Daddy" and "Salesman").
Benton & Bowles — Parliament ( "Restau-
rant Counter" and Paul Lind) ; Ivory Snow
("Gossip"); Prell ("Lorgnette"); Lide ("Me
Loo"); Zest soap ("Underwater"), and
Maxwell House coffee ("Bouquet" and "For
that Good Coffee Flavor").
J. Walter Lhompson Co. — Skol ("Sun-
bathing"); Scott tissue (woman and child in
field); Cut-Rite paper ("Versatility"); Scot-
kins ("Church Supper"); Shell ("Chuck and
Charlie"); Kraft (Velveeta recipe); East-
man Kodak (Brownie movie camera), and
Ford ("Standing on the Corner", "Knit-
ting", "Bonneville" and "Prescription").
Leo Burnett Co. — Marlboro cigarettes
("Filter. Flavor, Flip-Lop Box") and Tea
Council ("Lake Lea and See").
McCann-Erickson — Westinghouse ( "Sand
Lest"); Chesterfield ("Carnival"); Bulova
("Sculptor"); Standard Oil of New Jersey
("Sampler"); Gem blades ("Hypnosis");
Nabisco (chocolate chip and Lorna Doone);
Chrysler ( push-button ) , and Coca-Cola
('Talking Figures" and "Sailing").
WWVA Wheeling, W. Va., held a week-long series of Stork Club luncheons in New
York at which time-buyers, account executives and advertisers were shown a color-
slide-sound presentation featuring the claimed WWVA 43-county, four-state radio
market. About 300 reportedly attended during the week. Pictured at one of the lunch-
eons are (1 to r) Paul Miller, vice president-managing director of WWVA; Wendell
Adams, Hal Simpson, both with William Esty Co.; Arthur McCoy, vice president-
sales manager of John Blair Co. (standing) and Dick Driscoll. Esty.
Campbell-Ewald — Chevrolet ( "Champs
of the Alcan Run," "Salute to the Run,"
Htm f
7? PAV/S
That's right, Chief . . . my i
says don't buy, wait till you h
ndependent research organization
ear what's happening at WPTR.
"Salute to the '57 GM Cars," "Close Inspec-
tion," "Rebus"); National Bank of Detroit
("Money Machine").
Lang, Fischer & Stashower — Carling
Black Label beer ("New Inquiring Photog-
rapher") .
D'Arcy Adv. — Budweiser beer (Pettigrew
series) .
Men in 25-35 Group Listen
Regularly to Radio, RAB Says
RADIO listening is a regular habit with a
great majority of the more than 1 1 million
young men (age 25-35) in the nation — a
segment of the population comprising an
essential audience for advertisers selling
many types of merchandise, including "big-
ticket" household items, RAB claimed last
week.
More than half of this audience hears
radio a minimum of five days weekly, spend-
ing an average total of better than 1 1 hours
per week with the medium, RAB said.
Lhese facts evolved from a study con-
ducted for RAB by Lhe Pulse Inc. as a part
of the organization's continuing research
on the public's mass communications media
habits. Lhe results of this study have been
published in a four-page folder entitled
"Lhe Radio Listening Habits of Young
Men," which currently is being distributed
to RAB stations, networks, station reps and
other segments of this membership.
Lhe report also divulges where and when
young men listen to radio, their program
preferences and the extent of their radio
set ownership. In making the study, Pulse
queried a large sampling of respondents in
six metropolitan areas where television set
ownership is greatest, RAB said.
Meanwhile, RAB last week also distri-
Page 50 • April 29, 1957
Broadcasting • Telecasting
ROCHESTER LOVES US !
* LATEST ROCHESTER ARB
REPORT FEBROARY 1957
ROCHESTER, N. Y.
NAT L REPRESENTATIVES
THE BOLLING CO., INC. WVET-TV
EVERETT-McKINNEY WHEC-TV
Broadcasting • Telecasting
April 29, 1957 • Page 51
MORE LIGHT ON
* Monday- Friday average, Second March Report NTI
DAYTIME
Out of the 38
sponsored network
quarter hours
between 7 a.m. and 6 p.m.
CBS Television
wins the biggest
audiences in 29...
the second ranking
network wins in 5 . . .
the third network in 4
ADVERTISERS AND AGENCIES
buted a promotion folder to its member-
ship on a station case history. It reiterates
radio's sales impact and ability to reach
large audiences repeatedly at low cost, but
the station and advertiser are not disclosed.
In a week-long test, 25 spot announce-
ments broadcast over a single station during
the 7:30 a.m.-10:00 p.m. time segment
were heard more than twice each in more
than one of every four homes in the com-
munity, RAB reports in the folder. The
same test projected over a four-week per-
iod, revealed that these same spots reached
nearly half the homes almost six times.
This research, fifth in a series of reports
on the cumulative audiences of radio being
sponsored by RAB, was conducted through
the facilities of the A. C. Nielsen Co.
In announcing the mailing, Sherril Tay-
lor, RAB vice president and director of
promotion, said, "This most recent Nielsen
research amplifies the fact that radio — even
in relatively small campaigns — reaches and
impresses large numbers of people. The 25-
spots test proved that an advertiser buying
a modest saturation campaign on a single
station, even in the markets toughest to
penetrate, can reach and sell half the fami-
lies almost six times."
BBDO Names Charles Brower
To Dual Executive Positions
CHARLES H. BROWER has been elected
general manager of BBDO and vice-chair-
man of the executive committee, upon the
joint recommenda-
tion of Bruce Bar-
ton, chairman of
the board and Ben
Duffy, president,
the agency an-
nounced last week.
Mr. Brower, with
the company since
1928, has been ex-
ecutive vice presi-
dent in charge of
creative services
since 1946. He be-
came a member of
the executive committee in 1951 and is a
member of the agency's plans board. In his
29 years with the firm, Mr. Brower has been
associated with virtually all BBDO clients.
A graduate of Rutgers U., of which he
is now a life trustee and governor, Mr.
Brower taught in high school at Bound
Brook, N. J., before becoming a copywriter
for George Batten Co., predecessor to
BBDO. He subsequently became a copy
and creative supervisor and in 1940 was
elected a vice president and member of the
board of directors.
AAAN Annual Meet Aug. 28-31
ANNUAL meeting of agency principals of
Affiliated Advertising Agencies Network
will be held Aug. 28-31 in Jackson, Miss.
Gordon W. Marks of Gordon Marks & Co.,
Jackson, will be host for the meeting. Pro-
gram chairman is Robert A. Wilson, Car-
gill & Wilson Adv., Richmond.
MR. BROWER
OUR ED . . . (PAUSE) ... A SALESMAN?
THE fruit-flavored sodas produced by
the Hoffman Beverage Co. (division of
Pabst Brewing Co.), Newark, N. L, have
been described in rhapsodic tones on ra-
dio as "dry," "steady sparkling," "zest-
ful" and even "giggly." But according
to reports from CBS headquarters, the
copy used in Hoffman's current radio
spot campaign in metropolitan New York
leaves a decidedly flat taste in the mouths
of several of the network's top-echelon
executives.
The reason: Three of the announce-
ments appear to have been recorded by
none other than Edward R. Murrow.
They were not. But this technicality does
not placate CBS's feelings on the matter.
According to Edward
H. Meyer, vice president
and Hoffman account su-
pervisor at Grey Adv..
New York, the agency pre-
paring the commercials,
the voice is that of former
MBS newscaster Mike
Baker. But the style is
Mr. Murrow's and so, in-
sists CBS, is the delivery
— pregnant pause and all.
A sample of the an-
nouncements — produced
by Grey copywriters Marty
Ghertler, Len Strong, Nor-
ris Konheim and agency
producer Jim Haroldson:
"The Hoffman Beverage Co. has asked
me to issue this statement: "Every Hoff-
man beverage has 'happy taste' . . .
(pause) . . . except sarsaparilla. How does
this affect you — and everyone within
sound of my voice? First of all, you
should know that Hoffman sarsaparilla
has many loyal supporters. They find it
is kindly . . . (pause) . . . warmhearted
. . . (pause) . . . proud. . . . But the word
you never hear is . . . (pause) . . . 'happy.'
Now . . . (pause) . . . take Hoffman
orange. It is definitely rollicking. Hoff-
man lemon is unquestionably giggly. And
our black cherry . . . (pause). . . . Well,
it's said that on a quiet night you can
actually hear its fizzles of laughter. All
have natural flavor . . . (pause) . . . and
steady sparkle. But sarsaparilla just isn't
happy. And although the reason for this
is still merely a rumor . . . (pause) . . .
THE VOICE WAS FAMILIAR
sources close to the Hoffman situation
have been asking: 'Could you be happy
if your name were sarsaparilla? My name
is Mike Baker."
(Originally, the closing line went "good-
bye . . . and good luck" — Mr. Murrow's
stock signoff — but this was deleted at the
last moment.)
Lest his friends and colleagues think
otherwise, Mr. Murrow has spent the
past week assuring them he had "abso-
lutely nothing" to do with recording the
spots. In fact, he's never even heard them
on the air. But when a reporter showed
him the copy, he said he felt "rather
giggly" himself. What amused him most
was that "it appears I may have some-
thing left to do in my old
age . . . (pause) . . . deliv-
ering commercials."
Mr. Murrow may be
flattered by the attention
paid him by the agency,
but his network executives
are not.
Hoffman President Har-
ris Perlstein, it was noted
by Grey, "has plenty of
'happy taste' about him."
But James M. Seward,
CBS Radio executive vice
president, isn't exactly
bubbling over with enthu-
siasm. Rather, he's out to
dilute the fizzle in the
Hoffman spots. He denied "most em-
phatically" that CBS was contemplating
a suit against Grey, but was "hopeful"
that Grey would see to it that the "offend-
ing" announcements quietly modify their
sparkle.
Not so Hal Davis, Grey's vice presi-
dent in charge of radio-tv, who notes that
the Murrow-type commercials are but a
segment of a planned series of spots based
on "take-offs on various types of promi-
nent men and women." Upcoming spots
will be "delivered" by a "bombastic sen-
ator" and by the "well-known female
authority on the social graces." Mr.
Davis may well hope that Miss Emily
Post won't take umbrage. Comments Ed
Meyer: "We're spoofing style, not peo-
ple." He admits, however, that in the
newscaster announcements, "we may
have done too good a job."
100 Giveaway Radios
Capture Trade Attention
E. L. BRUCE Co. (wax), Memphis, con-
cerned about whether a radio spot cam-
paign would pull with its dealers, set up a
nation-wide promotion scheme to give away
100 radios, and in a short time managed to
get no less than 15,000 Bruce dealers to
tune in.
Christiansen Advertising Agency Inc.,
Chicago, prepared a mailing piece urging
the dealers to listen to the spot announce-
ments, and enclosed a prepaid post card
that served as an entry blank. The mailing
pieces were sent to 210 radio stations carry-
ing the spots in 160 cities. The stations
then handled the mailing to local Bruce
representatives.
Almost 100% cooperation was reported
by Christiansen, which said there was hardly
a Bruce salesman, jobber, or dealer, who
hadn't heard of the campaign. The agency
also noted that some radio stations were so
enthusiastic about the promotion that they
announced prize winners in their regular
news broadcasts.
Page 54
April 29, 1957
Broadcasting
Telecasting
IN INLAND CALIFORNIA (and western nevada)
EE LINE .rad,°
This group of mountain-ringed radio
stations, purchased as a unit, delivers
more radio homes than any combina-
tion of competitive stations . . . at by
far the lowest cost per thousand.
(Nielsen & SR&D)
They serve this amazingly rich in-
land market — with triple the retail
sales of the Atlanta metropolitan mar-
ket — and effective buying income of
nearly $4.3 billion, more than all of
Iowa. (Sales Management's 1956
Copyrighted Survey)
AAcCtotciuf
Sacramento, California
Paul H. Raymer Co.,
National Representative
O RENO
KFBK ° SACRAMENTO
N \
KBEE ° MODFSTO
I \
KMJ O FRESNO.
) \
KERN ° BAKERSFIELD
Broadcasting • Telecasting
April 29, 1957 • Page 55
ADVERTISERS AND AGENCIES
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,529,000 people in the U. S. over 12 years of age during the
week, April 14-20. This is how they spent their time:*
64.2% ( 78,664,000) spent 1,614.2 million hours watching television
50.9% ( 62,367,000) spent 924.1 million hours listening to radio
82.6% (101,209,000) spent 425.1 million hours reading newspapers
28.8% ( 35,288,000) spent 153.2 million hours reading magazines
20.8% ( 25,486,000) spent 240.8 million hours watching movies on tv
25.7% ( 31,510,000) spent 130.8 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B»T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies"' category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Hollywood Agencies Merge
CALKINS & REICHENBACH, advertis-
ing agency, has merged with Cheshire &
Assoc., both Hollywood, according to Bob
Reichenbach, now sole owner of the com-
bined agencies which will operate as Chesh-
ire & Associates.
All C&R clients now will be served from
the renovated Cheshire offices at 6606 Selma
Ave. The firm also made known that Jack
Hodson Oldsmobile, Fontana, is its newest
account.
Walter D. Calkins, who sold his interest
in C&R, is expected to announce his next
business connection soon, it was said.
C-C Preview for ABC-TV Series
ABC-TV will put on a closed-circuit pre-
view at 4:30-5 p.m. EDT tomorrow (Tues-
day) from Hollywood to introduce the half-
hour Date With the Angels to Plymouth
dealers and ABC-TV affiliates across the
country.
The series starts on the network May 10
as a Friday 10-10:30 p.m. presentation,
under sponsorship by Plymouth Div. of
Chrysler Corp.
Scheduled to appear on the closed-cir-
cuit preview are Leonard Goldenson, AB-
PT president and acting ABC-TV presi-
dent; Jack Minor, Plymouth vice president,
and program stars, Betty White and Bill Wil-
liams.
Schlitz Beer Plans to Add
Radio-Tv Drive in 65 Markets
JOSEPH SCHLITZ Brewing Co. has given
clearance for the extension of its multi-
million dollar spot radio-tv campaign to 65
additional markets, with business to be placed
by J. Walter Thompson Co.
The extended drive calls for shorter spot
announcement schedules or purchase of half-
hour syndicated packages on a selective
market-by-market basis.
NETWORK BUYS
Lever Bros. Co. (Wisk liquid laundry deter-
gent), N. Y., has bought 10-week schedule
of participations in Panorama Pacific on
CBS-TV Pacific network, 7-9 a.m. PDT,
starting May 6. Agency: BBDO, N. Y.
Breast-O-Chicken Inc. (tuna), San Diego,
on June 15 will sponsor special one-hour
musical-variety program, RCA Victor Gal-
axy of Stars, on NBC-TV, 9-10 p.m.,
through Foote, Cone & Belding, L. A.
W. A. Sheaffer Pen Co., Fort Madison,
Iowa, buys seven alternate weeks of / Love
Lucy reruns on CBS-TV, tentatively slotted
for Wed., 7:30-8 p.m. (Eastern time)
starting in September. Agency: Russel M.
Seeds Co., Chicago.
SPOT BUYS
Continental Air Lines signs for spots in
Chicago, L. A. and Denver. L. A. stations
signed: KNX, KFI, KLAC, KBIG, KFWB,
and KMPC on which company will use 140
spots per week. Chicago stations: WMAQ,
WGN, WBBM and WCFL which will carry
90 spots weekly. Denver stations: KLZ,
KOA, KTLN, KOSI and KMYR which will
carry 145 spots weekly. Agency: Galen E.
Broyles Co., Denver.
Adell Chemical Co. (Lestoil liquid deter-
gent), Holyoke, Mass., has expanded its tv
lineup of stations to include WPIX (TV)
New York, WNBF-TVBinghamton, WARM-
TV Scranton, WILK-TV and WB RE-TV
Wilkes-Barre and WGLV (TV) Easton.
Agency: Jackson Assoc., Holyoke, Mass.
AGENCY APPOINTMENTS
Western Airlines, L. A., appoints Batten,
Barton, Durstine & Osborn Inc.
Beatrice Foods Co. appoints Maxon Inc. to
handle advertising for LaChoy division ef-
fective Aug. 1. Foote, Cone & Belding re-
signs all Beatrice-LaChoy advertising.
San Giorgio Macaroni Co., Lebanon, Pa.,
appoints Arndt, Preston, Chapin, Lamb &
Keen, Phila., effective July 1.
Gordon Bread Co. (Stone Ground, Old Hei-
delberg Rye and Farm Style Potato breads),
L. A., names McCann-Erickson Inc., effec-
tive June 10.
Curtice Bros. Co. (Blue Label catsup, canned
and frozen vegetables, tomato juice cock-
tails), Rochester, N. Y.. appoints Rutledge
& Lilienfeld Inc.
Tri-Valiey Packing Assn., S. F., names Dan-
cer-Fitzgerald-Sample Inc., same city.
Coast Federal Savings & Loan Assn., L. A.,
appoints Stromberger. Lavene, McKenzie,
same city.
A&A PEOPLE
Harold D. Frazee, vice president, Scheidler
& Beck, N. Y., to Bryan Houston, same
city, N. Y., as vice president-account super-
visor.
Ransom P. Dunn el I. radio-tv head, H. B.
Humphrey, Alley & Richards Inc., N. Y.,
and James S. Hauck, in charge of market-
ing in agency's Boston office, elected vice
presidents.
Robert A. Conn, Official Films representa-
tive covering Cleveland, Baltimore, Wash-
ington and all of Pennsylvania, to Edward
Robinson, Phila., as vice president in charge
of sales and new business.
Kendall Wolfe, production manager, Cole,
Fisher, Rogow Inc., and Burton Block, head
of his own firm which represented leading
graphic designers, to The Dreyfus Co., L. A.,
as production manager and account execu-
tive, respectively.
Charles F. Mikuta, supervisor of Admiral
account, Russel M. Seeds Co., Chicago, to
Kenyon & Eckhardt Inc., same city, as ac-
count executive for RCA Victor Distributing
Corp.
Clyde Nelson Jr., supervisor of packaged
goods marketing at Fuller & Smith & Ross
Inc., Cleveland, to McCann-Erickson Inc.,
Chicago, as account executive.
Edward P. Heath, production manager,
Monsanto Chemical Co., to Ted Bates &
Co., N. Y., as account executive on Colgate-
Palmolive Co. account.
John H. Wilson Jr., account executive at
Grant Adv. Inc., N. Y., transferred to agen-
cy's Detroit office as director of merchan-
dising-sales promotion.
Roy McTyre, traffic supervisor, Buchanan
& Co., N. Y., to Burket Dowling Adams, as
traffic manager.
Clifford Kahler promoted from district man-
ager to sales manager for Pabst Brewing
Co.'s Sparkling Beverages. He succeeds
Richard E. Anthony, resigned to join Ameri-
can Weekly as vice president in charge of
merchandising.
Page 56 • April 29, 1957
Broadcasting • Telecasting
They laughed when we sa c5^H
vhcn we sat down at the piano, but . . .
beyond the blues horizon waits a wonderful day for WDSU listeners.
confines of rock-n-roll monotony into the wide open world of varied
programming . . . varied to match the changing mood of a 24-hour audience.
,'ERSONNEL RELATIONS
UNIONS' SPAT CAUSES DROPPING
OF TELECAST; CBS MAY SUE IBEW
POSSIBILITY of legal action against the
International Brotherhood of Electrical
j Workers by CBS was reported last week fol-
lowing cancelation April 21 of a special
WCBS-TV New York telecast from the
Waldorf-Astoria Hotel.
The program, the ceremonies of the An-
tionette Perry Theatrical Awards, was to
have been sponsored by the Pepsi-Cola
Metropolitan Bottling Co. of New York, but
failed to come off because of a jurisdictional
dispute between the IBEW and the Interna-
tional Alliance of Theatrical Stage Em-
ployes. The issue: who had the right to light
the program?
This jurisdictional strife has been going
on for 10 years.
At issue is IBEWs insistence that it do
the lighting on tv remote pickups. While
IBEW does the lighting on most remotes
and . LATSE handles lighting in tv studios
and theatres, the electrical workers feel that
coverage of such affairs as the WCBS-TV
Tony" awards ceremonies April 21 con-
stitutes a "remote" while IATSE insists such
a program is a "theatrical affair."
So, it would appear, does CBS. On April
9, it appointed Local 1 of IATSE to handle
all lighting matters on the Pepsi-Cola pro-
gram. But it was not until April 18 — four
days before the program was to be aired —
that the heads of Local 1212 IBEW took
their complaint to the station. (Since all
uch matters are handled not by the station
but by the network, the issue was referred to
William C. Fitts Jr.. CBS vice president in
:harge of labor relations.) Negotiations ran
:hrough late Friday afternoon. At around 2
o.m., Sunday, the day of the telecast, IBEW's
Local 1212 brought in its own equipment
and lighting crews. Principal Arbitrator
Lawrence Langner. administrator of the
Theatre Guild, it was learned, even went so
ar as to offer payment to both unions if they
-vould end their dispute and allow the pro-
gram to go on the air as scheduled. He
'ailed. When IATSE refused to budge. Local
'212 Business Manager Robert Pantell or-
dered the IBEW camera crews to quit their
•ameras, a network source reported.
Deadline Decision
Sam Cook Digges, WCBS-TV general
nanager, said that despite the dim news, he
I till "had hoped for a last minute change-of-
nind," and kept the 11:15 ID on for more
han 30 seconds to see whether anything
.ould "come through" from the Waldorf.
jVhen a picture failed to materialize. WCBS-
V master control threw in a Hollywood
eature film that was originally scheduled
r a delayed "late show*' at 12 midnight,
■arlier that evening. WCBS-TV Program
)irector Hal Hough had persuaded Sam
late, WCBS general manager, to make the
1:15-12 midnight radio time slot available
jor a "public service" pickup from the hotel,
t did so by cancelling a sustaining dance
and program.
Though the Pepsi-Cola bottlers did not
have to pay for the time they had ordered,
they reportedly lost some 516,000 on a show
that never went on the air. It was understood
that the local bottlers had invested S4.000
in prior newspaper advertising and approxi-
mately S6.000 on special commercials for j
the program. Additionally, it had paid
$5,000 to the American Theatre Wing,
"sponsor" of the "Tony" awards for "tele-
casting rights." (ATW is a non-profit organ-
ization devoted to the betterment of the pro-
fessional theatre.) Pepsi and ATW had also
staged a joint "gala press reception" early in
April at the Hotel Savoy-Plaza estimated to
have cost $1,000.
WCBS-TV lost some S 8,000 on the pro-
gram. Pepsi-Cola bottlers were to pay the
station $4,000 for time and $4,000 for fa
cilities. Talent was not provided by WCBS-
TV save for the off-stage services of a staff
announcer.
Two Alternatives Open
CBS' labor relations vice president. Mr.
Fitts. declined to discuss the means CBS
would take in preventing further last-minute
cancellations of tv shows because of such
labor disputes; and what punitive action the
network would take as regards the IBEW-
IATSE T.K.O. of the "Tony" telecast. How-
ever, he said that the network has two
causes of action it can take against the elec-
tricians under terms of the National Labor
Relations Act. One is on violation of the no-
strike clause written in the contract, signed
between network and union; the other is
based on the violation of the Taft-Hartley
law. However, he made it plain that CBS
intends to take no disciplinary action against
the cameramen who walked out "because
they are only following orders from above."
Those "above" at Local 1212 of IBEW
were not available for comment although
called repeatedly last week. Mr. Pantell's
office at IBEW reported that he was "in
conference" or "attending all-day meetings."
However, Vincent Jacobi, president of Local
1 IATSE was most willing to "go on record"
as saying that "the people at IBEW were
damn fools for trying to set a precedent."
CBS. he declared, "did the correct thing by
refusing to knuckle under."
Mr. Fitts said. "WTe are not going to let
the matter drop and forget it. As for specific
action, there are several possibilities." He
declined to specify them. One of them, it
was understood, would be to take the entire
case before the National Labor Relations
Board for mediation. The other would be to
institute a suit for "collective damages."
i.e.. on behalf of advertiser, agency, station
and "sponsoring" American Theatre Wing.
(The dilemma faced by CBS is that the net-
work has contracts with both unions, but
neither contract makes reference to which
union shall have jurisdiction over lighting
responsibilities on a tv remote.)
The WCBS-TV "Tony" telecast is not the
first program to be scratched on account
5>tr s>punt
S1R1PPETH
NO. CENTRAL
WISCONSIN ON
WSAU-TV
REPRESENTED BY
THE MEEKER CO . INC. or HARRY HYETT
*With only J_8_ class "C" announce-
ments .... 66,520 BUTTERNUT
COFFEE can strips were sent to
WSAU-TV.
Altho ALL North Central Wisconsin
was stripped— there's still plenty of
COVERAGE:
population 540,420
TOTAL RETAIL SALES $567,064^000
GROSS FARM INCOME $207,408,000
SOURCE: 1 956 SRDS ESTIMATES
of Consumer Markets.
WAUSAU, WIS. -
OWNED AND OPERATED BY
WISCONSIN VALLEY TELVISlON CORP.
Broadcasting
Telecasting
April 29, 1957 • Page 61
Are YOU a Pmm? Hmm?
"You ARE," it sayi here, "if you're
a promotion manager (director,
supervisor, vp in charge of, or any
comparable cognomen) ."
Where does it say this? Why in
BROADCASTING • TELECAST-
ING'S brand-new newsletter for ra-
dio-TV promotion people— first is-
sue of which went into the mails
about a week ago. If a copy didn't
come out (like, say, on your desk) ,
please communicate with us at
once by the most expeditious means
at your command.
This new service to those forgotten
men (and women) of the radio-TV
business is called, aptly enough,
"PROMOTION in MOTION". Its
purpose: to review and preview the
activities of station promotion all
over America . . . and all kinds of
promotion, too. Sales, audience,
trade, merchandising, institutional,
or you-name-it.
Biased as we are, we think you'll
find "PROMOTION in MO-
TION" helpful and pleasant read-
ing. So if your copy hasn't arrived
—and you'd like to be on the list
for this periodic newsletter— let us
know. It's free to bona fide radio-
TV promotion people, or those in
allied fields.*
* Such as, for instance, station managers,
oioners and similar kibitzers in the Pro-
motion Department.
What's a "Pmm"? Simple. This handy
abbreviation is borrowed from B-T's
famous Yearbooks where it designates
that indispensable fellow, the Promotion
Manager.
Write to:
BROADCASTING-TELECASTING
1735 DeSales Street, N. W.,
Washington 6, D. C.
PERSONNEL RELATIONS
of IBEW-IATSE conflict. Last year, the
tv industry in New York failed in its efforts
to cover the opening of the New York Coli-
seum because of union dispute. And when
CBS-TV last Dec. 9 covered the National
Automobile Show from the Coliseum, the
network could not bring in its lighting crews,
having instead to use the exhibition hall's
regular house lights.
The IBEW-IATSE dispute in Chicago,
which likewise threatened to curtail tv cov-
erage of certain special events, was settled
after the NLRB forced the issue, and IATSE
now takes care of all lighting assignments,
in and outside of tv studios. In Los Angeles
county, IBEW now lights tv studios but
IATSE lights theatres and remotes. Outside
the county, IBEW handles all lighting save
in those places serving as broadcast origina-
tion points serviced by IATSE. Such places
would normally encompass night clubs.
Tv Writing Quality
Drop Seen by WGAE
WRITERS GUILD of America East last
week assayed the role of the writer today in
view of the latest trends and developments
in television and indicated that his economic
position is not seriously jeopardized but his
standards of literary quality are imperiled.
The evaluation of the writer's status, pre-
sented at a craft meeting in New York, was
embodied in a series of reports prepared
over the past seven months by a group of
WGAE members. Similar reports are in
preparation by a committee of the Writers
Guild of America West, which covers Holly-
wood writers.
A report covering employment, prepared
under Evelyn F. Burkev, executive director
of WGAE, was highlighted by the dis-
closure that the median income of all mem-
bers for the calendar year 1 956 amounted to
$6,000-6,250, said to be about $2,000 above
the median income of 1955. Miss Burkev
attributed this striking increase larselv to
the "decidedly higher" fees for individual
scripts. Miss Burkev noted at the outset
that 225 members were eliminated from the
study because in 1956 they reported no in-
come at all from radio-television-motion
pictures. She explained that many of these
were beginning writers or were persons em-
ployed in capacities other than writing. She
declined to reveal the WGAE membership
covered by the study.
In a breakdown of writers' salaries in
1956, Miss Burkey said about 30% earned
less than $2,500; 14%, $2,500-$5,000; 30%,
$5,000-$ 10,000; 15%, $10-$ 15,000; 5%,
$15-$20,000; 1.3%, $20,000-$25.000; 1.1%,
$25.000-$30.000; 2.2%, $30,000-$40,000;
0.7%, $40,000-$50.000; 0.7%, over $50,-
000.
Miss Burkey added that about 70% of
WGAE writers' fiscal year income came from
tv; 23% from radio and 7% from the
screen.
A report prepared jointly by Stuart Little
and Fitzgerald Smith made the point that
none of the three networks has immediate
plans to consolidate its facilities in New
York. Philo Higley told WGAE that over
the past three and a half years, Hollywood
has tripled the number of hours of network
program it originates while New York's
figure has grown only slightly despite ap-
proximate 70% expansion in total program-
ming. Stephen Flanders reported that new
techniques, such as video tape, color tv and
improved cameras, are not likely to affect
the status of the writer because the medium
always will require creative personnel.
William Pfaff and David Shefrin jointly
reported there is a trend in network pro-
gramming for this fall toward adult mys-
teries, feature-personality shows with variety
format and adult westerns and away from
spectaculars and comedians [see page xx].
Jerome Ross said that on the basis of a
survey among WGAE members, networks
and agencies prefer suspense and melodrama
teleplays and consider such themes as civil
rights and segregation, politics and religion
as "controversial." Some WGAE members
believed that program buyers are becoming
more squeamish about plays dealing with
controversial topics. Lois Jacoby reported
that the growing use of feature films in the
daytime, using time period formerly oc-
cupied by live or filmed series, has reduced
opportunities for writers slightly, but added
she believes this situation is temporary.
Critic Gilbert Seldes criticized the general
level of television programming, claiming
the medium shunned controversal themes
and subordinated esthetic considerations to
appeal to the mass audience.
AFTRA Dinner May 13 for Jaffe
Marks Union's 20th Anniversary
TO CELEBRATE its 20th anniversary this
year, the American Federation of Television
& Radio Artists is giving a testimonial din-
ner in New York May 13 for retiring legal
counsel Henry Jaffe. At the same time,
AFTRA said, the labor group will announce
the establishment of the George Heller Me-
morial Foundation and awards. Messrs.
Heller and Jaffe were among the founders of
AFTRA. The dinner will be held at the
Sheraton-Astor Hotel.
AFTRA said, "The leadership of these
two men has written for AFTRA a history
of ever-improving wages and working con-
ditions for performers and of maintaining a
friendly and honorable relationship between
labor and management. The foundation will
benefit performers who appear in radio and
television and in the years ahead, as the in-
dustry grows, can become an inspiring and
enduring accomplishment in the entertain-
ment world." AFTRA said networks, agen-
cies and other organizations are participating
in the national dinner.
Dinner tickets are priced at $15 per
person for AFTRA members, $25 for non-
members and $40 per person for first tier
boxes seating six to 10. Eddie Cantor is
honorary chairman of the event.
Schreiber Leaves Labor Union
FRANK P. SCHREIBER. formerly vice
president and manager of WGN-AM-TV
Chicago, resigned as assistant to president at
Local 1031 of Intl. Brotherhood of Electrical
Workers, Chicago. He plans to return to
radio-tv field.
Page 62 • April 29, 1957
Broadcasting • Telecasting
GOVERNMENT
HOUSE LETTERS SLOW TOLL TV DRIVE
Rep. Harris asks FCC tough questions it will take time to answer
THE forward momentum toward early FCC
authorization of subscription television tests
[B»T, April 1] was arrested last week —
and it appeared that the subject of public
pay for television broadcasts may remain
at a standstill for some time.
The roadblock was a formidable six-
page letter to the FCC from Rep. Oren
Harris (D-Ark.), chairman of the radio-
powerful House Interstate & Foreign Com-
merce Committee. Mr. Harris raised "con-
stitutional" questions regarding the principle
of pay tv and strongly indicated that the
FCC better come to Congress before it
even approves tests of the pay-to-see sys-
tems.
So significant did the Commission con-
sider Mr. Harris' questions that it unani-
mously agreed at last Wednesday's meeting
that nothing further should be done on
pay tv until a conference is held with the
Commerce Committee chairman. The com-
merce committees of Congress oversee the
FCC and its communications functions.
A meeting of the FCC and Rep. Harris
may take place this week or next.
In addition to Mr. Harris' letter, a re-
quest that the FCC delay any decision on
fee tv was made by Rep. Emanuel Celler
(D-N. Y.). Mr. Celler referred to proposed
legislation he had introduced to forbid pay-
ment for telecasts viewed in the home (HR-
586). Mr. Celler said he had asked the
House Commerce Committee to hold early
hearings on the bill and, pending the out-
come of these hearings, urged the FCC to
withhold any tests [Closed Circuit, April
22].
And, the opponents of subscription tv
won a powerful ally last week. The AFL-
CIO's President George Meany wired all
members of the FCC that organized labor
was opposed to pay tv. The AFL-CIO con-
vention adopted a resolution against pay
tv, Mr. Meany noted, and added that the
authorization of subscription tv "would be
against the public interest and would greatly
curtail the use of the valuable medium of
television."
But it was the searching and incisive ques-
tions raised by the chairman of the House
Commerce Committee that caused the
Commission to suspend all consideration
of pay tv until the Congressional inquiry
was answered.
Referring to FCC Chairman George C.
McConnaughey's remarks at the NARTB
convention that pay tv seemed more like
a public utility than broadcasting or com-
mon carrier [B»T, April 15], Mr. Harris
intimated that he agreed and that legislation
may be necessary to amend the Communica-
tions Act to provide for this type of com-
munications. The Communications Act pro-
vides for broadcasting and common carrier
operations, but nothing characterized as a
public utility.
Mr. Harris warned that should pay tv
Page 64 • April 29, 1957
prove successful, even under test authori-
zations, the FCC might find it impossible
to recall its approval if it determined that
it was against the public interest to have
viewers pay for their programs.
In other questions, Mr. Harris asked
whether the Commission believed it had
sufficient power to (1) control conditions
under which equipment for decoding and
collections are sold or rented to the public,
(2) assure that licensees have adequate
power to control the scrambled programs
broadcast over stations, (3) ensure that no
particular pay tv system secures a monopoly
position.
How about closed circuit pay tv? Mr.
Harris asked. Has the FCC sufficient data
to determine whether this might not be a
more practical method of distributing en-
coded tv signals? He also asked the Com-
mission to give him a breakdown of the
REP. HARRIS REP. CELLER
Writers Cramp FCC
comments filed in the pay tv docket (it
numbers in the tens of thousands), including
the number of serious and informative state-
ments from financially interested parties
and how many are simply post-cards or
brief letters from the public in general.
Mr. Harris concluded with this admon-
ishment:
"I conclude from your [Chairman Mc-
Connaughey's] observations that the record
before the Commission will contain ample
and detailed evidence that the Commission
has the legal power to contain and control
this experiment in all of its various aspects
or that you will, before launching it, come
to Congress for the broad or specific powers
in that regard which the Commission must
have in order to protect the public interest."
HERE is a slightly condensed text of the
letter which Rep. Oren Harris wrote to the
FCC Chairman George C. McConnaughey
April 19:
My dear Mr. Chairman:
For some time our committee has been
interested in the proposal which would
authorize subscription television. We have
been particularly interested in the considera-
tion given by the Commission and its tenta-
tive decision recently for an experimental
program.
Your statement, according to the trade
press, on a panel discussion at the NARTB
convention in Chicago last week has
prompted this letter in which I wish to raise
some questions. You are quoted as saying,
"We have difficulty in knowing just what it
is; it's not quite a common carrier, yet it
has many attributes of a public utility. I
think some place along the line the Com-
mission is going to have to go to Congress,
and Congress is going to have to take some
action in bringing this to fruition."
I think your reference as to the public
utility nature is quite appropriate. The Com-
munications Act apparently grants to the
Commission adequate powers over a public
utility of a common carrier nature, but it
appears that the Congress has not provided
for regulating a public utility which is not
a common carrier.
This omission is understandable in view
of the fact that subscription television or
some such system of a public utility nature
was not at the time of the enactment of the
Act contemplated as a distinct possibility
within the then foreseeable or immediate
future, if, indeed, contemplated at all.
In view of this situation, a series of ques-
tions occurs to me which I would like to
have answered and which I think would be
of interest to our Committee.
(1) Section One of the Communications
Act, in discussing the purposes of that act,
begins with the following words: "For the
purpose of regulating interstate and foreign
commerce in communications by wire and
radio so as to make available, so far as pos-
sible, to all the people of the United States
a rapid efficient, nation-wide, and world-
wide wire and radio communication service,
etc."
Section 303(g) of the act, commands the
Commission to "Study new uses for radio,
provide for experimental uses of frequen-
cies," and generally encourage the "larger
and more effective use of radio in the pub-
lic interest."
Obviously, Section 303, pertaining to the
general powers of the Commission, is to be
read consistently with Section One which
contains the purposes of the act.
I have no difficulty in considering sub-
scription television as a new use of radio or
television. I would have no trouble in re-
garding it as an additional source of pro-
gramming made available "to all the people
of the United States" and a "larger and
more effective use of radio in the public in-
terest" if multiplexing were so advanced
that the viewer could take his choice be-
tween a free and a paid program, or if a
closed circuit to homes were used so that
the viewer could continue to have free ac-
cess to all the stations which he is accus-
tomed to receiving and he could, in addi-
tion thereto, turn to another station by pay-
Broadcasting • Telecasting
Top-drawer advertisers buy
WGN-radio in Chicago
You're in good company when you join the nation's smartest
time-buyers who confidently select WGN to sell millions of
dollars worth of goods for top-drawer clients.
1957 promises exciting new programming to make WGN's
policy of high quality at low cost even more attractive to you.
Broadcasting
Telecasting
April 29, 1957 • Page 65
ing for the added program. Again, this could
be achieved by the Commission requiring
the building of a station which is not on the
air as a condition precedent to a license,
and thus subscription television could be
had without depriving the public of free
television. The more programs are avail-
able, the greater the competition and the
consequent benefits to the public.
Where I find a considerable difficulty is
when I think of what I and other members
of Congress will tell our constituents when
they come home in the evening and find a
channel upon which they once viewed a free
program and find it blurred until they pur-
chase a gadget of some sort and pay to see
a program. I do not think there would be
any public clamor if they were given an
added source of programming without losing
what ihey have.
Conceivably, the particular station which
has been '"blacked off" the air could be
quite successful in a financial way, if it got
only 10% to 20% of its former viewers to
subscribe, but I would not say that this is
making radio or television available "to all
the people of the United States" if only
10% to 20% of the viewers could afford to
pay for the program. I could hardly con-
sider that a "larger and more effective use
of radio in the public interest."
Except in the highly questionable or tech-
nical sense, that the station's program would
be made available to all those who were able
and willing to pay for them, how could sub-
scription television be regarded as being
made available to "all the people of the
United States" or "a larger and more ef-
fective use of radio in the public interest"
in the case where an existing station's free
programs would be displaced in whole or in
part by programs for the benefit of those
only who could afford to pay for them?
(2) From a legal viewpoint, the Com-
mission cannot authorize a licensee to en-
gage in subscription television for a longer
period than the unexpired term of his li-
cense at present for a maximum term of
three years. Does that not mean that if the
Congress extended the license period to five
years, as the Commission has recommended
in a bill pending before this committee, that
the Commission could then authorize an
experiment of five years' duration?
(3) It is obvious that substantial outlays
of money will be involved in getting sub-
scription television under way. A sponsor
of pay television cannot reach a significant
number of subscribers with the required
gadgets, decoders, etc., unless a consider-
able amount of money is expended. No one
will take that risk unless a sufficiently long
period of time is allowed for him to recoup
his costs.
Pressures Cited
While in theory the Commission could
grant a license to broadcast encoded mes-
sages subject to revocation at any time if
the Commission discovered that subscrip-
tion television were jeopardizing our system
of free television or otherwise prejudicial to
the public interest, the pressures upon the
Commission will be strong to grant such a
license unequivocally for a considerable pe-
riod of time such as two or three years in
order "to give pay television a real chance."
Experience has shown that even such a
short period can create a situation from
which it is difficult or practically impossible
for the Commission to extricate itself. I
need but refer to the intermixture of vhf
and uhf channels in 1952 and the chaos
which followed for uhf in the intervening
two or three years. The Commission found
that all it could do was to deintermix on a
very restricted basis and then only where
rights had not been created, with one no-
table exception. While, technically speaking,
no one has a vested right to a license, even
the Commission recognizes the difficulty in
taking an established station off the air or
in converting it from a vhf to a uhf station.
It is quite plausible to picture a situation
where a handful of stations which are au-
thorized to broadcast encoded programs
would do so well financially that they would
be able to sell their time for twice the amount
for which they sold it before. The pressure
from other broadcasters to get into the act
could then become very pronounced. Con-
ceivably, these stations could cater to only
the higher financial stratum of our people,
as I have explained before.
Should this happen and networks were to
go to their stockholders and point out to
them that by remaining in "free television"
we make x dollars, but were we to charge
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Page 66 • April 29, 1957
Broadcasting • Telecasting
NOT WANTED HERE
A POLL taken by the Minneapolis
Tribune shows that three-fourths of
Minnesota tv homes are opposed to
pay-see tv. Of the remaining quarter
surveyed in the statewide poll. 19%
favor "'some sort of subscription tv
system in the U. S." while 2% give
qualified judgment and 4% are un-
decided.
Most objectors to pay tv. according
to the Tribune, say either that they're
satisfied with present tv programs or
that they've already paid enough to
buy and maintain sets and are against
further expenditures. Eight out of ten
homes in Minnesota are tv homes, the
study indicated. The Minneapolis Star
& Tribune Co. owns 47% of WCCO-
AM-TV Minneapolis and 80% of
KTVH (TV) Hutchinson. Kan.
for our programs we could double or triple
our profits, the pressures for subscription
television could become intense and still the
desires of the great majority of our people
could be flaunted.
Supposing, in addition to all those consid-
erations, the courts were to rule that sub-
scription television under the Communica-
tions Act is clearly not a common carrier
and that, therefore, it comes under the
''broadcasting" provisions of the act. could
not the courts then rule that anyone who ap-
plies for a license to broadcast encoded pro-
grams and meets the requirements exacted
of those already authorized is entitled as a
matter of right to such a license? Should this
occur, the demise of free television as we
know it today could be quickly accom-
plished and vested rights created before the
Congress would be given an opportunity to
remedy the situation.
(4) Does the Commission feel that it has
sufficient power through its licensees to con-
trol the conditions under which decoders or
other gadgets are sold or leased to the pub-
lic and to ensure that the purchasing public
is put on notice that this is an experiment
which can be terminated completely at any
time or within two or three years
(5) Does the Commission believe that it
has adequate power through its licensees to
ensure that the licensee maintains control
over his programs and is free to carry pro-
grams from other sources than the particu-
lar sponsor of subscription television with
whom he has a contract, which involves
questions of distribution of decoders to pre-
vent a monopoly and other problems?
(6) Does the Commission feel that from
the point of view of the harm to the public
it matters a great deal whether the rival sys-
tems of subscription television are allowed
to carve out respective territories for ex-
clusive use of their systems or whether the
Commission determines which territory or
area is to be the monopoly of a particular
system?
(7) Has the Commission determined the
validity of the claim that subscription tele-
vision can be distributed to homes more
cheaply through a closed circuit system in
densely populated areas than through de-
coders or other systems? If that were true,
this might present the more practical way of
"experimenting" in subscription television
in order to determine what contributions it
can make as an additional source of pro-
gramming without "blacking out" a station
offering free television on the air. While the
densely populated area might not exactly
correspond with the other congested areas
where pay television would otherwise be
tried, they might provide an ideal testing
ground.
(8) I presume that whatever the Com-
mission does will be supported by a thorough
discussion of all aspects of these problems
and particularly of the legal aspects in the
record before the Commission, such as mat-
ters pertaining to program production and
schedules, the price to be paid by the public
for installation and maintenance by dealers,
the distribution of proceeds, administrative
matters such as how and when the public
can get decoders, who in effect will deter-
mine which licensees can get pay television
and which cannot, etc. Will you please in-
form me of the number of comments the
Commission has received on this subject
and. roughly, how many of these com-
ments are serious and informative discus-
sions by financially interested parties and
how many are simply post-cards or brief
letters from the public in general?
You will recognize, I am sure, that the
purpose of this letter is to commend you for
your apt description of subscription televi-
sion as a public utility and to respond to
your suggestion that Congress wTill have to
take some action in the matter. Your an-
swer to the questions I have proposed will
assist me and the Committee in our think-
ing upon these problems.
I conclude from your observations that
the record before the Commission will con-
tain ample and detailed evidence that the
Commission has the legal power to contain
and control this experiment in all of its
various aspects or that you will, before
launching it. come to Congress for the broad
or specific powers in that regard which the
Commission must have in order to protect
the public interest.
For my part, I assure you that our Com-
mittee or a Subcommittee thereof stands
ready to consider promptly any legislation
which would grant to the Commission any
additional power which is needed in the
premises with all the dispatch which the na-
ture of the subject matter requires and war-
rants.
Sincerely yours,
Oren Harris. M. C.
FTC Charges False Radio Ads
THE FTC charged Siberian Fur Shop Inc..
Greenfield. Mass.. and its president. Abra-
ham J. Levinsky. with false and deceptive
advertising on WHYN Springfield. Mass..
and in local newspapers because. FTC
claims, the ads failed to disclose the type of
fur or that some of them were artificially
colored. Hearing was set for July 2 in
Greenfield.
FCC Subpoenas Seven
In Network Study Query
SEVEN independent tv program producers
are being subpoenaed to testify at the first
public hearing scheduled by FCC's special
network study committee. The hearing
opens May 1 at 10 a.m. at Federal Court
House. Foley Square, New York, with
James D. Cunningham, chief hearing ex-
aminer, presiding.
Under direction of U. of Cincinnati Law
School Dean Roscoe R. Barrow, the FCC
has been investigating network operations
since September 1955. The decision to hold
a public investigatory proceeding was based
on refusal of some interests to supply re-
quested data voluntarilv. FCC stated [B»T.
March 25].
Subpoenas were being served last week.
FCC said, on Harold L. Hackett. president
of Official Films: John L. Sinn, president
of Ziv Television Programs: Michael M.
Sillerman. executive vice president, Tele-
vision Programs of America: Ralph M.
Cohn. vice president-general manager.
Screen Gems: MCA-TV Ltd. (Music Corp.
of America) and Charles Miller, secretary
of Revue Productions, MCA subsidiary, and
Harry Fleischman. president of Entertain-
ment Productions.
FCC's study is designed to determine if
network operations promote or interfere
with free competition in radio-tv broad-
casting. Most industry interests have co-
operated in meeting FCC's data requests
on a voluntary basis, the Commission
stated. Public hearings were ordered when
needed documents were not supplied. FCC
announced the first evidence will center
around independent program producers.
The study group's appropriation expires
next June 30.
FCC Drops Move to Require
Patent Data From Licensees
THE DEATH of an FCC proposal, first is-
sued in November. 1951. to require licensees
— both broadcast and nonbroadcast — to file
their patent holdings with the Commission
was made official last week.
With Comrs. Robert T. Bartley and Rob-
ert E. Lee dissenting, the Commission de-
termined that it would be "disadvantageous
and unsound administratively" to require
the filing of such information and termin-
ated the rulemaking proceedings. When sit-
uations arise, the FCC said, it can require
and obtain the patent information directly
relating to the problem involved.
A case-by-case approach is the most ap-
propriate and efficient manner of dealing
with the question of what patent informa-
tion should be submitted, the Commission
ruled.
In a dissenting statement. Comr. Bartley
said that he believed the regular reporting
of patent information is necessary for the
"proper execution of the Commission func-
tion.'' He felt that the proposal would, in
the long run. "aid materially in the expedi-
tious dispatch of its [the Commission's]
business."
Broadcasting • Telecasting
April 29, 1957 • Page 67
GOVERNMENT
MODIFIED CRAVEN PLAN PROPOSED
• Partial deletion of allocations table suggested
• Hyde, Bartley, Lee dissent to Commission action
THE FCC last week took a first— but falter-
ing— step toward making a major revision
in its five-year-old television allocation plan.
It proposed to delete the rigid table of al-
locations, but with such major exceptions
that there was some doubt that the intent
of Comr. T. A. M. Craven, who first sug-
gested the move, could be accomplished.
Comrs. Rosel H. Hyde, Robert T. Bartley
and Robert E. Lee dissented. Comr. Richard
A. Mack issued a concurring statement.
In effect the Commission invited com-
ments by June 3 on a proposed rule change
which would permit the allocation of a tv
station on the basis of individual applica-
tions rather than a fixed table of channel
assignments.
But the Commission said, this would not
apply to (1) non-commercial, educational
reservations; (2) any tv allocation, vhf or
uhf, within 250 miles of the Canadian
border, and (3) any vhf tv allocation within
250 miles of the Mexican border. Agree-
ments with Canada and Mexico specify that
no changes will be made within those areas
without consultation between the countries
involved.
It also specified that no application would
be considered if it failed to meet a minimum
mileage separation or requested a vhf trans-
mitter closer than 75 miles to an exist-
ing uhf transmitter — unless the proposed
vhf transmitter site is farther than an exist-
ing vhf transmitter and in the same general
direction; the principal city served by the
uhf station already receives Grade A or
better service from no less than two existing
vhf stations; or the principal city to be
served by the proposed vhf station is already
receiving a city grade signal from two or
more vhf stations.
The FCC said that it believed some limi-
tation on the further spread of vhf service
into uhf areas was necessary to preserve
the stains quo until it has completed its
current allocations study into the feasibility
of moving all or a substantial part of tv
broadcasting into the uhf band. It also
called attention to the fact that it has not
found many uhf areas where a new vhf
channel, meeting all separation factors, could
be used.
Comr. Craven first recommended delet-
ing the fixed table of assignments in De-
cember last year [B»T, Dec. 24, 1956]. It
was Comr. Craven's belief that such a
move would put television on a free com-
petitive basis and might permit the addition
of anywhere up to 25 additional vhf as-
signments in markets where economic po-
tential existed. He urged protection of edu-
cational assignments where there was
promise of use, and of uhf areas.
It was also Comr. Craven's suggestion
that some moves of existing stations might
have to be made. In this way, it was under-
stood, some 65 potential moves could be
made to provide new stations without shav-
Page 68 • April 29, 1957
ing the present mileage separations.
The Craven plan, urged by the engineer-
ing commissioner who was appointed to the
Commission a year ago — after having served
previously as a commissioner (1937-1944),
proposed also to drop the educational reser-
vations, while protecting those assignments
where some interest by educators had been
shown.
Basic to the Craven philosophy was the
thought that government cannot force es-
tablishment of tv stations in cities where
economic support is lacking, and that it
cannot force technical development.
The deletion of the table of assignments
would, it was held, free tv from doctrinaire
government rule and permit it to develop
along more natural economic and social
lines. This is the method by which standard
broadcasting grew.
Mr. Craven also held that the develop-
ment of uhf was a major project which
should be pursued diligently — both as to
equipment as well as allocation matters. The
Commission has indicated that it plans no
major change in the present allocations
policies until the submission of results of
the research project under the sponsorship
of the industry's Television Allocations
Study Organization. This is expected in a
year or 18 months.
No Written Dissents
None of the three dissenting commis-
sioners issued written opinions. Comr.
Mack, who voted in favor of the proposed
rule-making, issued a statement in which he
declared that whenever a commissioner
wished to pose a question to the public and
the industry he should have the right to do
so. "The fact that I might vote to allow
the question to be posed does not in any
way prejudice my position in the final action
of the Commission," he said.
In last week's proposed rule-making, the
FCC pointed out:
"Five years have elapsed since the adop-
tion of the Sixth Report and Order. The
number of operating stations has increased
from the 108 'pre-freeze' stations to ap-
proximately 500 stations. There are, in addi-
tion, about 165 authorized stations which
have not yet been constructed. Thus, the
Table has served well its purpose of avoid-
ing procedural difficulties and helping to
bring television service to almost the en-
tire country at the earliest possible time. It
now appears that we should re-examine, in
the light of the current development of tele-
vision service, the considerations leading to
the adoption of a fixed Table of Assignments
in order to determine whether the public
interest might be better served by the initia-
tion of a procedure for allocating television
channels on the basis of individual applica-
tions.
"Approximately 90% of the vhf com-
mercial assignments listed in the Table of
Assignments have either been authorized or
have been applied for, and most of the
balance are in sparsely settled areas, chiefly
west of the Mississippi River. Because of the
outstanding vhf authorizations, there are
very few areas (and again most of these are
west of the Mississippi) where additional
vhf channels may be added in keeping with
the station separation requirements of the
Rules. Thus, it is apparent that, at least as
far as the vhf channels are concerned, the
allocation pattern has been so well estab-
lished that efficiency in allocation is no
longer a compelling reason for a fixed Table
of Assignments. And the pattern which has
been developed will effectively reserve the
great majority of the unclaimed vhf chan-
nels for the benefit of the small communities
in sparsely settled areas. Moreover, even
though uhf authorizations have not come
up to expectations, it appears that the uhf
allocation pattern has been quite firmly set
by the grants that have been made, so that
any greater efficiency resulting from use of
a fixed table might now be outweighed by
the greater flexibility of the application
method. This is particularly true with respect
to the assignment of low and high uhf chan-
nels in neighboring communities, since in
many cases the community more interested
in establishing local television service has
been assigned the less desirable channels.
"When the Table of Assignments was
adopted, the Commission was faced with a
huge backlog of television applications, with
an unknown number of applicants ready to
file their applications when the 'freeze' was
lifted. Only through a fixed table could the
Commission have acted as expeditiously as
it did in processing applications, with the
result that television service was provided to
almost all the nation's population in a rel-
atively short time. Now the situation is
different. The backlog of pending applica-
tions is no greater than the backlog of peti-
tions for changes in the Table of Assign-
ments, many of which request the drop-in
of a vhf or low uhf channel. In several in-
stances it has been noted that the rule mak-
ing process has consumed more time than
the processing of an application subsequent-
ly filed. Hence, it appears that the Com-
mission's workload might be considerably
lessened and the public interest might be
better served and television service more
expeditiously provided by eliminating the
procedural step of rule making to make a
channel available for use in any given com-
munity. In addition, if a prospective ap-
plicant is relieved of the expenditure of
time and money in rule making proceedings
and assured that any channel is available
which meets technical requirements, he
might be encouraged to seek out new or un-
derserved television markets.
"However, we do not feel that the time
has yet come when the Table of Assign-
ments should be completely abandoned. We
believe that it is still necessary and ap-
propriate in the public interest to preserve
the educational reservations not yet claimed
and to protect uhf areas from encroach-
ment by new vhf stations. In our view, any
change in the Rules as to availability of tele-
vision channels must make allowance for
such factors."
Broadcasting • Telecasting
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Broadcasting • Telecasting
April 29, 1957 • Page 69
GOVERNMENT
VARIED WITNESSES TO TESTIFY
AT 2-DAY DAYTIMERS' HEARINGS
THE RIGHTS of small businessmen are
up for airing today (Monday) and tomorrow
as the Senate Special Daytime Radio Broad-
casting Subcommittee hears two days of
testimony on complaints by the Daytime
Broadcasters Assn. that the FCC has failed
to act on its petition to extend operating
hours of small local stations.
A parade of witnesses from all parts of
the nation — including a former Republican
nominee for President and a former Metro-
politan Opera star — are slated to testify
at the hearing in Washington, D. C.
Alfred M. Landon, former presidential
candidate against Franklin D. Roosevelt in
the 1936 campaign, and now owner and
president of KSCB Liberal, Kan., and John
Charles Thomas, former star of the Met,
who is executive vice president and manag-
ing director of KAVR Apple Valley, Calif.,
are among the witnesses scheduled to ap-
pear on behalf of the DBA.
Sen. Wayne Morse (D-Ore.) is chairman
of the Senate Small Business Subcommittee
appointed last month to investigate the
DBA complaints against the Commission.
Other members of the subcommittee are
Sens. Alan Bible (D-Nev.) and Andrew F.
Schoeppel (R-Kan.) [B»T, March 25, et seq\.
In their four-year-old request to the FCC,
the daytimers have sought extension of their
present sunrise-to-sunset hours as follows:
from 5 a.m. or sunrise (whichever is earlier)
to 7 p.m. or sunset (whichever is later).
Lee White, special counsel to the full Sen-
ate Small Business Committee, said J. Ray
Livesay, DBA board chairman and owner
of WLBH Mattoon, 111., will lead the parade
of daytimer witnesses to open the hearings
this morning. Other officials expected to
testify for the DBA cause include Joe M.
Leonard Jr., general manager of KGAF
Gainesville, Tex.; Richard E. Adams, gen-
eral manager WKOX Framingham, Mass.;
Jack S. Younts, president and general man-
ager of WEEB Southern Pines, N. C; rep-
resentatives of KXXX Colby, Kan., and of
KMMJ Grand Island, Neb.; Rep. William
L. Springer (R-Ill.), and possibly Frank
Morris Jr., a Gainesville, Texas, banker.
Washington attorney for the DBA is Bene-
dict J. Cottone.
Others to Appeal
Heading the list of opponents to the day-
timers' request at this afternoon's session
will be Hollis M. Seavey, executive director
of the Clear Channel Broadcasting Service,
Mr. White said. Others slated to speak for
the opponents include Louis N. Seltzer,
president of WCOJ Coatesville, Pa., who
wrote a letter to Sen. Morse denouncing
the daytimers' complaints; Earl Cullum, ra-
dio engineer and consultant, representing
WBEN Buffalo, N. Y., and others. KSL Salt
Lake City and WTAR Norfolk also may send
representatives to the hearing, Mr. White
noted. The latter two stations have said they
will submit statements in lieu of sending
representatives, he said.
Also slated to testify at today's session
is F. Ernest Lackey, president of the Com-
munity Broadcasters Assn. and president
and general manager of WHOP Hopkins-
ville, Ky., who will air the association's
complaint against the FCC for failing to
act on a year-old petition that the group's
stations be permitted to increase their power
from 250 to 1,000 watts [B»T, April 22].
Sen. Morse agreed to allow the associa-
tion, which includes 960 stations in the
U. S., to have its say at the daytimers'
hearings, noted Howard J. Schellenberg Jr.,
Washington attorney for the Community
Broadcasters Assn.
Among the principal witnesses for the
FCC at tomorrow afternoon's session to
answer DBA's and Community Broad-
casters' charges will be Warren E. Baker,
general counsel for the Commission. Other
FCC staff members also are expected to
attend, and probably at least one commis-
sioner will be present at the Tuesday ses-
sion, Mr. White said.
Officials of CBS and Westinghouse Broad-
casting Co. told Mr. White they would send
in statements of their views in the matter.
The State Department also said it would
send a written statement rather than a rep-
resentative to the hearings, Mr. White said.
Hill to Get New Bill
For Campaign Subsidy
A BILL to give candidates for federal offices
a specified equal amount of government-
financed radio and television broadcast time
soon will be placed before Congress by Sen.
Richard L. Neuberger (D-Ore.), he told a
Reed College student body assembly in
Portland, Ore., last week. Sen. Neuberger
said the bill is to be part of legislation he
will propose to limit candidates' dependence
on private contributions for their campaigns.
"With the cost of essential television, ra-
dio, printing and newspaper advertising,
access to the electorate costs at least tens
of thousands of dollars for any congressional
race, and as much as half a million dollars
for a senatorial or gubernatorial campaign
in a large state," Sen. Neuberger added.
The congressman said his bill on free
radio-tv broadcast time would allot a speci-
fied amount of time to each candidate
rather than give him a certain maximum
amount of cash as he had proposed in
legislation before the 84th Congress.
To qualify for the government-paid broad-
cast time candidates would have to agree to
accept a certain ceiling on their total broad-
cast time, Sen. Neuberger noted. If any
candidate exceeded this limit, he would lose
his free federal time, he said.
Town Names TASO Unit Heads;
They'll Study Technical Problems
CHAIRMEN of Television Allocations
Study Organization committees were an-
nounced last week by George R. Town,
executive director of the group. TASO is
undertaking a comprehensive study of tv
technical problems at FCC's suggestion.
Panel 1 (transmitting equipment), headed by
William J. Norlock, General Electric Co., chair-
man, and Ralph N. Harmon, Westinghouse
Broadcasting Co., vice chairman, includes these
committee chairmen: 1.1 Standard Transmitters
(medium and high power), John E. Young, RCA;
1.2 Repeater Transmitters, Benjamin Adler,
Adler Communications Labs.; 1.3 Antennas (in-
cluding transmission lines and towers), Andrew
Alford, consultant; 1.4 Systems (technical and
economic problems leading to possible changes
in standards), Orrin W. Towner, WHAS-TV
Louisville.
Panel 2 (receiving equipment), headed by Wil-
liam O. Swinyard, Hazeltine Research, chairman,
and K. A. Chittick, RCA, vice chairman: 2.1 Uhf-
only and Vhf-only Receivers, Wilson P. Booth-
royd, Philco Corp.; 2.2 Combination Uhf-Vhf Re-
ceivers (internal combination, not converter),
John F. McAllister Jr., General Electric Co. (pro-
tein); 2.3 Uhf Converters, Seymour Napolin,
Granco Products; 2.4 Antennas and Transmission
Lines. George W. Fyler, Zenith Radio Corp.: 2.5
Community Tv Antennas and Distribution Sys-
tems. Lester C. Smith, Spencer Kennedy Labs
(pro tern).
Panel 3 (field tests), headed by Knox Mcllwain.
Burroughs Research Center, chairman, and Frank
L. Marx, ABC, vice chairman: 3.1 Bibliography
and Sources, Richard J. Farber, Hazeltine Corp.;
3.2 Questionnaire Form on Home Installations and
Receiver Quality, Raymond F. Guy, NBC; 3.3
Picture Quality vs. Field Strength Test. James
D. Parker, CBS-TV, Mr. Marx and Mr. Guy (co-
chairmen): 3.4 Assembly and Correlation of
Data, Mr. Mcllwain.
Panel 4 (propagation data), headed by Frank
G. Kear, Kear & Kennedy, chairman, and Stuart
L. Bailey, Jansky & Bailey, vice chairman: 4.1
Measurement of Service Field, Howard T. Head,
A. D. Ring & Assoc.; 4.2 Measurement of Inter-
fering Fields, George C. Davis, consultant; 4.3
Review of Existing Records of Service Fields,
William S. Duttera, NBC; 4.4 New Factors (direc-
tional antennas, cross-polarization, sporadic E
transmission, etc.), Lucien E. Rawls, WSM-TV
Nashville.
Panel 5 (analysis and theory) headed by Robert
M. Bowie, Sylvania Electric Products, chairman,
and William B. Lodge. CBS Television, vice chair-
man: 5.1 Psychological Aspects of Picture Qual-
ity, Ogden L. Prestholdt, CBS Television; 5.2
Systems Concept (develop plan of allocations
analysis and flow chart), Donald W. Peterson,
RCA Labs.; 5.3 Television Coverage Presentation,
Mr. Head.
FCC Grants Eight New Ams;
One Initial Decision Issued
THE FCC granted construction permits for
eight new am radio stations last week. Other
actions included an initial decision for am.
The facilities granted were:
Phoenix, Ariz. — Grand Canyon Broad-
casters Inc., 1580 kc, 1 kw daytime. Owners
include William P. Ledbetter, 13%, former
employe of KRIZ Phoenix.
Walsenburg, Colo. — Floyd Jeter, 1380 kc,
1 kw daytime. Mr. Jeter, engineer-announ-
cer at KCRC Enid, Okla., will be the sole
owner.
Winter Garden, Fla. — E. V. Price, 1600
kc, 1 kw daytime. Mr. Price formerly was
an employe of WRWB Kissimmee, Fla.
Mission, Kan. — Mission Broadcasters
Inc., 1480 kc, 500 w directional antenna-
daytime. Tom E. Beal, commercial manager
of KLWN Lawrence, Kan., is 29.8% owner.
John L. Humphreys, engineer at KOAM
Pittsburg, Kan., also owns 29.8%. Travel
agent Carl F. Maupin is president and
16.4% owner.
Presque Isle, Me. — Northeastern Broad-
casting Co., 950 kc, 1 kw daytime. North-
eastern is a wholly owned subsidiary of
Community Broadcasting Service, licensee
of WABI Bangor, Me.
Cleveland, Tenn. — Lawrence A. Feduc-
cia, 1410 kc, 1 kw directional antenna-day-
time. Mr. Feduccia, cafe and record shop
owner, was formerly an announcer at
WCLD Cleveland.
Marion, S. C. — Pee Dee Broadcasting
Co., 1430 kc, 1 kw daytime. Pee Dee's prin-
cipal stockholder is Al G. Stanley, manager
Page 70 • April 29, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
April 29, 1957 • Page 71
GOVERNMENT
of WTSB Lumberton, N. C.
Alcoa, Tenn. — Blount County Broadcast-
ing Co., 1470 kc, 1 kw daytime. Co-owners
are Louis Chiles, salesman at WROL Knox-
ville, Tenn.; Fred Atchley, 10.56% owner
of WSEV Sevierville, Tenn.; Dr. Ronald
Ingle, dentist, and Herman Petre, weather
strip salesman.
Hearing Examiner J. D. Bond last week
issued an initial decision favoring South
Dade Broadcasting Co. for a new am in
Homestead, Fla. Examiner Bond found
South Dade's proposed programming will
provide a better service to the community
than the proposed services of competing
applicant, J. M. Pace. South Dade has asked
for 1430 kc, 500 w daytime. The owners are
equal partners J. Abney Cox, realtor, Albert
F. Adams, attorney, and Douglas Silver,
fishing guide publisher.
Three Areas Get V's;
New Bern Shift Made
ADDITION of vhf channels in three areas
— first announced by the FCC in instructions
to its staff [B»T, March 25] — was finalized
by the Commission last week. Getting addi-
tional vhf channels were:
Miami — ch. 6 added, giving Miami chs.
2 (educational WTHS-TV), 4 (WTVJ [TV],
6, 7 (WCKT [TV]), 10 (WPST-TV), 23
(WGBS-TV, now dark) and 33 (WMFL
[TV], also dark).
Charleston, S. C. — Added ch. 4, giving
that city chs. 2 (WUSN-TV), 4, 5 (WCSC-
TV), 17 and educational 13.
Duluth, Minn.-Superior, Wis. — Shifted
ch. 10 from Hibbing, Minn., to Duluth-Su-
perior, giving that area chs. 3 (KDAL-TV),
6 (WDSM-TV), educational 8, 10, 32, and
38 (dark WFTV [TV]).
The shifts become effective June 3.
The Commission also concluded that ch.
13 New Bern, N. C. (dark WNBE-TV),
should be shifted to Norfolk-Portsmouth-
Newport News, Va., with ch. 13 in New
Bern to be replaced by ch. 12. Final action
was held up on this move to permit WNBE-
TV to show cause by June 3 why its cp
should not be modified to specify ch. 12.
For the second time, the Commission de-
nied a proposal by Cape Girardeau Tv Co.
that ch. 2 be assigned to Cape Girardeau,
Mo. The first rejection was issued March 1
when the FCC shifted ch. 2 from Springfield,
111., and added it to both St. Louis and Terre
Haute, Ind. [B»T, March 4]. Following this
denial, Cape Girardeau filed a second re-
quest which led to the Commission's action
last week.
Also denied was a petition filed by KVOL
Lafayette, La., for partial reconsideration of
the Commission's order allocating ch. 12 to
Beaumont-Port Arthur, Tex. KVOL sought
the addition of Lake Charles to the ch. 12
hyphenated area. Hyphenation of commun-
ities is "only an assignment tool" and there is
no trade, industrial or cultural unity be-
tween the two cities, the Commission said.
Even if the channel were assigned to the
three cities in hyphenation, it is plain that
in a comparative hearing a proposal to serve
Beaumont-Port Arthur would have to be
preferred over a proposal to serve Lake
Charles, the FCC stated.
Set for rulemaking were conflicting pro-
posals that ch. 8 be assigned to Moultrie and
Waycross, both Georgia. Colquitt Broad-
casting Co. is seeking the channel for Moul-
trie while ch. 6 WCTV (TV) Thomasville,
Ga., has asked that the same facility be al-
located to Waycross. Interested parties have
until June 3 to file comments on the ch. 8
question.
Ch. 5 Goes to WHDH
In Boston; 2 Dissent
MORE than two years after the close of its
hearing, Boston ch. 5 was awarded last
week to WHDH-Boston Herald-Traveler by
a four-to-two vote of the FCC.
Comrs. Rosel H. Hyde and Robert T.
Bartley dissented; Comr. T. A. M. Craven
abstained.
The grant to WHDH was based primarily
on its "strong" showing in local factors of
residence, civic participation, diversification
of business interests of its principals, and in-
tegration of ownership and management, and
its "strong preferences" in the factors of
past broadcast record and the broadcast ex-
perience of its principals.
The Commission majority found that
WHDH fared worst in diversification of the
media of mass communications, but that its
"superiority" in past performance and
broadcast experience of its principals over-
came this drawback.
In an accompanying order, the Commis-
sion denied petitions by the Boston Globe
and by Massachusetts Bay Telecasters Inc.
and Greater Boston Tv Corp. to reopen the
record. The Globe charged that the Boston
Herald-Traveler was attempting to force it
to merge and that threats had been made to
use the tv station against the Globe. The
FCC said the petitions were filed too late and
that the questions raised had been "exhaus-
tively" examined during the hearing.
Both Comrs. Hyde and Bartley felt that
the decision relegated the diversification fac-
tor to too minor a role.
The decision, reported unofficially some
months ago, saw the newspaper-broadcaster
win out over three competitors: Greater
Boston, composed of 36 stockholders,
including some who own WORL Boston;
Massachusetts Bay, comprising local busi-
nessmen, and Allen B. DuMont Labs. Inc.
Greater Boston had received a favorable
initial decision from the FCC hearing ex-
aminer in January 1956.
Final decision in the Boston ch. 5 case
gives Boston its third commercial vhf out-
let. The other two are WBZ-TV on ch. 4,
WNAC-TV on ch. 7. WGTH-TV on ch. 2 is
an educational, non-commercial station.
WMUR-TV on ch. 9 is located at Man-
chester, N. H., but is proposed to be moved
nearer Boston as part of a purchase transac-
tion by which the station would be sold to
Storer Broadcasting Co. There are also two
uhf construction permits outstanding in
Boston.
ACLU Asks Senate Look
At Controversy on Air
THE American Civil Liberties Union today
(Monday) is calling on the Senate Inter-
state & Foreign Commerce Committee to
conduct an inquiry into the question of
controversial issues presented on radio and
television stations.
ACLU's proposal was embodied in a let-
ter to Sen. Warren G. Magnuson (D-Wash.),
chairman of the committee. The letter,
signed by Patrick Murphy Malin, executive
director of the ACLU, and Thomas R.
Carskadon, chairman of the union's radio-
tv panel, said the civil liberties group has
been "troubled by several incidents which
raise the question of how well diverse and
different subjects and controversy are being
handled in station programming."
In this connection, ACLU cited the can-
celation of the showing of the film "Martin
Luther" by WGN-TV Chicago; CBS-TV's
cancelation of The Commentator dramatiza-
tion; "the disapproval by the same network"
of a proposed radio address by a Catholic
editor dealing with issues of interdenomina-
tional friction, and the withdrawal of an in-
vitation to a noted physician to appear on a
WRCA-TV New York interview program to
discuss the relationship between cigarette
smoking and lung cancer.
FCC Proposes Translator Bans
In Areas With Regular Outlets
THE FCC last week instituted rulemaking
which would prevent the construction of tv
translator stations wherever a regular tv
station operates and also require translators
to go off the air when a conventional sta-
tion is established in the same city area.
The Commission added that current trans-
lator applications inconsistent with these two
proposed rules will go in a pending file.
General comments are invited until June 3.
Commission thinking on the merits of
translators was indicated last February when
FCC sent a McFarland letter to Butte, Mont.
The correspondence questioned the city's
need in view of the operations of KXLF-
TV Butte on ch. 4. It also cited the allocation
of still another vhf channel to Butte for
ultimate operation there.
Authorizations for 46 translators have
been granted; 52 more applications are
pending. Translators are actually trans-
ceivers that take either vhf or uhf signals
and rebroadcast them on uhf channels. Most
of them are in the rural West.
FCC Okays WJPB-TV Return
A GRANT to resume broadcasting was is-
sued to WJPB-TV Fairmont, W. Va., by
the FCC last fortnight.
J. Patrick Beacom, station owner, has set
a late June target date for the station's re-
turn to the air. Mr. Beacom disclosed that
an application to switch from the present
uhf ch. 35 to vhf ch. 5 would be made to
the FCC. Ch. 5 is presently allocated to
Weston W. Va., about 35 miles from Fair-
mont. WBUT-AM-FM Butler, Pa., and
10% of WCTS Fairmont and WETZ New
Martinsville, both W. Va., are Mr. Beacom's
other broadcast holdings.
Page 72 • April 29, 1957
Broadcasting • Telecasting
unnwM©nLLiiw
built
MODERN
MEDICINE
. . . and
WWJ-TV
America's great pharmaceutical companies
have been built on faith that continuing
research can ultimately conquer the ills that
plague mankind.
WWJ-TV, with its 10 years of leadership and
emphasis on quality, has given Detroiters
another well-founded faith — faith that dial-
ing Channel 4 always provides the finest
of television.
Seeing is believing to the great WWJ-TV
audience — a priceless advantage to every
advertiser.
Parke-Davis explorer on 1880 expedi-
tion to Fiji Islands in search of vegetable
drugs — as depicted in company movie.
Tenth Anniversary Year
^— or ^flii
It! uikW%tiP*'H*°'
Detroit's Parke, Davis & Company, one of the world's
argest pharmaceutical manufacturers, was founded in
1 866. Therapeutic agents developed in the company's
research laboratories play a major role in the fight
against disease. Photo above shows the modern
"jungle" that produces Chloromycetin, the broad-
spectrum antibiotic.
ASSOCIATE AM-FM STATION WWJ
First in Michigan • owned & operated by The Detroit News
National Representatives: Peters, Griffin, Woodward, Inc.
Broadcasting • Telecasting
April 29, 1957 • Page 73
UMPARA 1 1 Vt NtiWUKK AM MUWSHttl
1957 by Broadcasting Publications Inc.
ASC
SUNDAY
CBS MBS
Reynolds
Norwich
Weekend News
Paul Harvey
News
News
News
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Mutual News
Extra
NBC
Monitor
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Wonders of the
World-Miles
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20?
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Commentator
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News
News*
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Assignment
Sunday
Music
Hall
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Our
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Sunday
Music
Hall
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Pharmacraft(202)
Mitch
Miller
News
Sunday
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News*
Sunday
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World
Tonight
Face the
World
The
Unforeseen
Sports
Erwin
Canham
Travel Talk
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Birdland
The Assemblies! Church of
of God the Air
Revival Time"! S
News*
Imagination
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Late News
Dance
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General Tire
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This Fabled
World
"By the
People"
Pan American
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Hour of Decision
Billy Graham
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Assoc.
Lutheran
Hour
(Repeat)
News— Miles
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Sounding
Board
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Wings of Healing
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On the Line with
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Mysterytime
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Hour of Decisior
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and 'Monitor
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or
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Monitor
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RobL 0. Lewis
Chev. News (199)
The World
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Eric Sevareid S
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JAB4.
Repeat
5-5:45 p.m.
Sports
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tun Oil 8 Co-op
'-Star Extra
(34)
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Fulton Lewis, Jr.
Jazz Roost
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161
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Hall
Dancing
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ABC Late News
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Lowell Thomas
(199)
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Amos V Andy
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Camels— News 5hev. News (199
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The Eddie Fisher
Show 145)
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Thru 12 Mid.
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•
8 a.m. Sat.
Through
12 Mid. Sat.
(except as
noted)
Allis Chalmers
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Monitor
1:30 PM
New
1:45
2:15
2:30
2:45
3:15
3:30
3:45
4:15
1:30
4:45
5:15
5:30
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5:45 PM
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Confer*
8ROABCA5TIN0
TELECASTING
FOR MAY 1957
THURSDAY
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SATURDAY
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ABC
CBS
MBS
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No Network
Service
Lanvin
No Network
Service
Ur.m flrlf-Tri'
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Music Bo
Service
Repeat
5-5:45 p.m.
Service
Repeat
5-5 45 p.m.
Pan American
Union
Let's Travel
5:15
Teen Dance Party
No Service
TeenDanceParty
U.N. on the
Co-op
Alex Drier
News
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News"
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Co op
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Sports
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Report Irom
Washington
6:30
All State
Mel Allen
U/._ja„ „f UJ'.M
All State
Mel Allen
Saturday
Sun Oil 8 Co-op
J-Slii Eitri
Delco Batteries
wonoers or w no
Sun Oil & Co-op
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Wonders ol W'rld
Sun Oil Co-op
at the Chase
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6:45
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(199)
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— '—
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tin Corvine
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7:00
R. Harkness
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Amos n Andy
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R. Harkness
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VUlnLy nunc
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Jazz Roost
R. Harkness
Ralston-Purina
At Ease
USA
7:15
News it World
Mens Ol World
News ol World
Saturday
Night
(IS!)
Mult. Sponsors
Gabriel Header
(168)
Amos V Andy
to ii _ 1 1
Music Hall
tmer. Home Prd.
(168 j
Carling— Block
7:30
**
.
Country
Style
One Man's
Mysterytime
One Man s
Mysterytime
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/.43
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News*
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»*
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**
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Louis Sobel
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USA
111
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**
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Music
News
Nightline
Carling— Block
News
News"
i ne
Last Word
USA
8:30
Theatre Royal
American
Music Hall
The Queen's
Men
American
Music Hall
Hall
RobL Q. Lewis
RobL 0. Lewis
Lorillard
ft 41
News
Camels— News
News
Camels— News
Sports
American
Music
Chew News (199)
Miles— News
Carling— Block
Chev. News (199)
Miles— News
News
News'
News
Miles— News
Lorillard
UN Radio
Review
American
Lorillard
UN Radio
Review
Carling— Block
Frisch— Quaker
1:00
Hall
The World
Tonight
John T. Flynn
Hall0
The World
Tonight
Dinner Date
Dancing
Parly
9- 15
mgnuine
Camels— News
Nightline
*
News S
Monitor
Philadelphia
Bandstand
USA
Eric Seva'eid S
News— Miles
Eric Sevareid S
Miles — News
Orchestra
9:30
Dancing
Party
Leading
Question
C
Dancing
Party
True
National
state
ol the
Nation
So They Say
or
False
Juke Box
News— Miles
9:45
News
Camels— News
Camels— News
News S
Bandstand
News
Vandercook, CIO
CBS News
Am. Hm., Header
News
waning™- DIOCK
CBS News
Dm. Hm., Heatler
News*
10:00
This Is Moscow
Gillette Boxing
Carling— Block
Henry Jerome
Orchestra
Imagination
Milton Cross
Stuart Foster
onow
Three Score
& Five
Imagination
L. Pearson
Milton Cross
Lawrence Welk
Army Show
10:15
Sports Digest
Renfro
ABC News
Music From
ABC News
Dance
Orchestra
Music From
Valley
Dance
Barn
1 maainatiAfi
1 Mid (Jllld LIU II
Milton Cross
Dance
Studio X
Imagination
Milton Cross
Studio X
Sports
Highlights
nnyinm
on
Parade
Dance
Orchestra
R. J. Reynolds
jrand Ole Opry
10:30
Orchestra
Carling— Block
10:45
No
ABC Late News
No
ABC Late News
News'
Service
Imagination
News
Virgil Pinkley
Service
Ima^instion
News
Virgil Pinkley
No Network
Service
Imagination
News
11:00
BBC
Monitor
Dance
Orchestra
Music From
Studio X
Dance
Orchestra
Music From
Studio X
News ot
the World
Dance
Orchestra
Jazz Club
11:15PM
Late News
Late News
Morgan Beatty
Lale News
-News
utio
'ower
Date
Hire
Hi i
-Miles
From
oX
Pinkley
M From
** >jn X
SUNDAY
CBS MBS
NBC
worth
■ York
rmonic
lestra
s (S)
Radio
Ikshop
illard
Lutheran
Hour
(479)
Lutheran's
Layman's League
"The Lutheran
Hour"
Marian
Theatre
Musical
Caravan
Bands
for
Bonds
Bands
for
Bonds
Miles— News
Frisch— Quaker
ctmeat
Bands
it: ard
for Bonds
finny
•liar
Monitor
ABC
Closed Circuit
MONDAY - FRIDAY
CBS MBS
Lever, Scott
Cmpna , SL Brds.
Dr. Malone
NBC
ABC
SATURDAY
CBS MBS
NBC
Listerine, Leeds >
Crtr., Menthltm. I
Road of Life
ABC Late News pgG news (203) Kratt News
No Network
Service
Salaua
Right to H'piness
The
Catholic
Hour
Monitor
Man About
Music
ABC Late News
Man
About
Music
Luncheon
with Lopez
No
Service
' News
Colgate
Mrs. Burton
Lots of Music
True
Confessions
Colgate
Strike It
Rich
Pollock BBC Nws j
Pat Butrum
Show (198)
Wm. Wrigley
Houseparlyf
(183) R
Sunsweet, Staley
Coldene, Swift
Simoniz, Lever
Renuzit, Std. Bd.
American Bird
ABC Late News Renlro Valley
Pillsbury
Man I
About
Music
No
Network
Service
ABC Late News
No Network
Service
No Service
News
Lots of Music
Woman In
My House
The Affairs of
" Dr. Gentry
'News
Five Star Matinee
'Hilltop House"
'Pepper Young's
** Family"
Mutual Reports
Lots of Music
(Th. only)
Story of the Week
Basil Rathbone
No Service
Bob 4 Ray
Lever— News"
Bob & Ray "
Miles— News
Sports Tir
' News
No
Service
' News
No Network
Service
Shake
the
Maracas
News*
Texas Co.
Metropolitan
Opera
News*
Man Around
The House
Adventure
In Science
Music from
Studio X
News
String
Serenade
Peabody
Orchestra
News
Kraft News
Music From
Studio X
Army Show
Dance
Orchestra
News
Paladium
Orchestra
Sports
Parade
Dance
Orchestra
Co-op
Standby
Sports
Carling— Block
Sp'kng ol Sports
Pop Concerts
Dinner At
The Green
Room
News
Dance
Orchestra
Miles— News
Frisch — Quaker
Make Way
For
Youth
Standby
Sports
Monitor *
April 29, 1957
Explanation: LlBtlngs In (inter: Sponsor, name or
program, number of stations: It repeat; S sustain-
ing: TBA to be announced. Time EST.
:55-8 o.m . T.e« Griffith
Camels — Norwich Xews
"Camels — Midas Xews
Camels — Hires Xews
& The Xews. (332).
CBS—
8:55-9 a.m. Sun. Gen. Fds.— Galen Drake (111)
11:30-11:35 a.m. Sun. l.ou Cioffl— News (S)
t Housenarty.
3-3:15 p.m. M.Th. — Coldene.
3:15-3:30 p.m.. Wed., Simoniz, Swift.
Sat.-— -Xews 10:00-10:05 a.m.: 10:55-11.00 a.m.:
12 Xoon-12:05 p.m. 126 Stu.
Doug Edwards— Pall Mall Wed. -Til. Pri. S:25-3»
p.m.
Amos V Andy Music Hall
Brown & Williamson. M. V. P.. Ted Rates
•Hickman — Sports: Xorelco; MWF; Camels. T.,
Th.. 7-7:05 p.m.
MBS—
Queen For A Day — Kraft. Mon. thru Fri. : Seeman
Brothers, Mon. thru Fri.: Miles Labs. Mon.
thru Fri.; Lyon Van & Storage, Mon.; Sterling
Drugs. Mon. -Fri.
Series B — iS-S:25 p.m.) Kraft. Mon. thru Fri.;
Sleep-Eze (Alternate 3 a week I : Aslum. Mon.
thru Fri. ; Kent Cigarettes Mon. thru Fri.
NBC—
* Network News on the Hour — Starts at S:00-S:05
a.m. on Sundays and is broadcast in other periods
as follows during "Monitor": 11 a.m.. 12 neon.
1. 2, 3. 4, 5. 6. 7. S. O. 10 and 11 p.m. NBC
network news on the hour on Saturdays is sched-
uled at the following times on "Monitor :
S. 9. 10, 11 a.m.. 12 noon; 1. 2. 3. i. o. 6,
7. S. 9. 10 and 11 p.m.
•♦"Monitor" is broadcast on a network and local
participation basis. All other programs marked
** are also scheduled on the same basis.
Wonders oi Wrld.
Kraft News
-id
GOVERNMENT
FCC Okays Record Buy:
$7.5 Million for WNEW
THE LARGEST radio station sale in broad-
cast history — $7.5 million for independent
WNEW New York — was approved last
week by the FCC.
DuMont Broadcasting Co. bought the sta-
tion from President Richard D. Buckley,
who took DuMont stock for his 25% in-
terest and will remain as president, and
J. D. Wrather and Cohn L. Loeb, each
owning 37.5% [B»T, March 25]. Messrs.
Wrather and Loeb were paid on a basis of
75% cash and 25% DuMont stock, with
the stock transfers included in the $7.5
million total price. DuMont also owns
WABD (TV) New York and WTTG (TV)
Washington.
The sellers of WNEW purchased the sta-
tion 18 months ago in October 1955 for a
then record price of $4,076,887. This price
was topped last summer when Westinghouse
Broadcasting Co. purchased WIND Chicago
from Ralph L. Atlass and associates for
$5.3 million [B»T, Sept. 3, 1956].
By taking stock for his share of WNEW,
Mr. Buckley will become the second largest
stockholder in DuMont with approximately
10%. Paramount Pictures Corp. holds the
largest block of DuMont stock, 26.6%.
President of DuMont is Bernard Goodwin
and Mr. Buckley will be named a vice
president and director.
WNEW, long recognized as one of the
country's leading independents, showed an
earned surplus for the 12 months ending
Jan. 31 of $352,870. The station operates
with 50 kw on 1130 kc.
The sale still is subject to the approval
of DuMont stockholders and will be sub-
mitted for their vote May 13. A majority
vote is necessary for approval.
Ruth W. Finley, Frank McLaurin and
Evert B. Person, who own KSRO Santa
Rosa, Calif., received Commission approval
for their $170,000 purchase of KMOD
Modesto, Calif. Sellers include Don C.
Reeves, Judd Sturtevant and John E. Grif-
fin. ACB-affiliated KMOD is on 1360 kc
with 1 kw.
Also approved was the sale of KATZ
St. Louis to Rollins Broadcasting Co. by
Bernice Schwartz and Coralee Garrett for
$110,000. Rollins stations, organized in
1950, are owned principally by O. Wayne
and John W. Rollins. KATZ is on 1600 kc
and operates with 1 kw (cp for 5 kw).
Plans call for the KTAZ programming
to be revamped to appeal to the Negro au-
dience. This will make Rollins' fifth station
using race programming. The others are
WRAP Norfolk, Va., WNJR Newark,
WBEE Harvey, 111. (Chicago), and WGEE
Indianapolis. Rollins also owns WJWL
Georgetown and WAMS Wilmington, both
Del., and ch. 5 WPTZ (TV) Plattsburgh.
KHEP, WJHP Ask Approval of Sales
To Grand Canyon, Radio Jax Inc.
AN AGREEMENT for the lease-purchase
of KHEP Phoenix by Grand Canyon Broad-
casting Co. was filed last week for FCC
approval.
Grand Canyon is leasing the station from
Page 76 • April 29, 1957
A. V. Bamford and Harvey Raymond Odom
over a five-year period for $252,000. In ad-
dition, Grand Canyon secured a two-year
option to purchase the station for $145,000,
with any money paid toward the lease to be
applied to the purchase price.
William P. Ledbetter, former announcer-
engineer for KRIZ Phoenix, KPOK Scotts-
dale and KRUZ Glendale, all Ariz., is pres-
ident of Grand Canyon. The firm has 402
stockholders, none of whom own over
4V2 % , and has an application pending for
1580 kc in Phoenix. This application will be
dismissed if the lease of KHEP is approved,
Grand Canyon said.
KHEP, which has been on the air less
than one year, operates on 1280 kc with 1
kw daytime only. Messrs. Bamford and
Odom hold a cp for KMOP Tucson, Ariz.
Also filed for Commission approval was
the $225,000 sale of WJHP-AM-FM to
Radio Jax Inc. (Carmen Macri interests), by
the Jacksonville Journal (John H. Perry
enterprises) [B»T, April 8]. The Journal
will retain ownership of ch. 36 WJHP-TV,
which is not involved in the sale.
Mr. Macri owns WQIK Jacksonville,
which is being sold to Marshall Rowland
and Edison Casey for $150,000 to make the
WJHP purchase possible. He also owns
WWOK Charlotte, N. C; WSUZ Palatka,
Fla.; holds a cp for WQIK-TV, and has ap-
plied for FCC approval of his purchase of
WSTN St. Augustine, Fla. The Commis-
sion sent Mr. Macri a McFarland letter in-
dicating that a hearing is necessary on the
WSTN purchase because of signal overlap
with WQIK [B«T, April 22].
The WJHP-AM-FM-TV balance sheet,
dated Dec. 31, 1956, listed a Journal in-
vestment of $419,383, current assets $60,-
995, total assets $454,671 and current liabili-
ties $35,287. Independent WJHP went on
the air in 1940 and operates on 1320 kc
with 5 kw. WJHP-FM began broadcasting
in 1948 and is on 96.9 mc with 9.7 kw.
Storer Wants KPTV (TV) Dark;
Haggarty Seeks Same Facility
STORER Broadcasting Co. last week asked
the FCC for permission to put its KPTV
(TV) (ch. 27) Portland, Ore., off the air
tomorrow (Tuesday).
Detroit attorney George Haggarty se-
cured an option to purchase KPTV for $1.89
million at the time he contracted to buy ch.
12 KLOR (TV) Portland (approved by the
Commission a fortnight ago [B»T, April
22]), and last week notified Storer that he
intended to exercise his option. NBC-affili-
ated KPTV was the nation's first commercial
uhf station, having gone on the air Sept. 20,
1952.
Storer also asked that its application for
a KPTV license be dismissed and that the
station's call letters be deleted. Mr. Hag-
garty indicated that he would seek the KPTV
call for his ch. 12 station.
This is the second uhf station Storer has
given up during April. On April 13, its ch.
23 WGBS-TV Miami went off the air and
the station's facilities were sold to newly-
granted ch. 10 WPST-TV Miami [At Dead-
line, April 8]
FCC to Begin Study
Of Spectrum May 20
THE FCC's long-heralded allocations study
of spectrum usage above 890 mc is sched-
uled to begin May 20, the Commission an-
nounced last week. Included in the an-
nouncement was a list of witnesses, mostly
non-broadcast users, who will be heard by
the FCC sitting en banc on Monday, Tues-
day and Wednesday for about 10 weeks, into
mid-summer.
Witnesses scheduled for the week of May
20 include Operational Fixed Microwave
Council, National Committee for Utilities
Radio, Montana Power Co., Forest In-
dustries Communications and Aeronautical
Flight Test Coordinating Council; for the
week of May 27, Associated Police Com-
munications Officers, Internal Assn. of
Chiefs of Police, Eastern States Police Ra-
dio League, -Michigan State Police, Los An-
geles Police Dept., International Municipal
Signal Assn., American Municipal Assn.,
American Assn. of State Highway Officials,
American Bridge, Tunnel & Turnpike Assn.,
and National Assn. of State Foresters.
Other witnesses, with times to be an-
nounced, include AT&T, National Assn. of
Manufacturers, ANPA, American Trucking
Assns., National Retail Dry Goods Assn.,
National Television Community Assn.,
Jerrold Electronics Corp., Westinghouse
Electric Co., NARTB, North Dakota
Broadcasting Co., Peninsula Broadcasting
Co., Daily Telegraph Printing Co., JCET,
Collins Radio, Dage Television, Raytheon
Manufacturing. Motorola Inc., and
RETMA.
Rulemaking Needed Before
KVAR (TV) Move — KTVK (TV)
THE FCC legally cannot allow KVAR (TV)
Mesa, Ariz., to move its main studio to
Phoenix without rulemaking proceedings,
KTVK (TV) Phoenix claimed in oral ar-
gument before the Commission last week.
Ch. 12 KVAR was granted the move
April 25, 1956. After a protest by ch. 3
KTVK, the grant was stayed and set for
hearing. An initial decision released last
November recommended that the grant be
reaffirmed.
Counsel for KTVK said it is not ques-
tioning KVAR's right to move its studio
to Phoenix but claimed all interested parties
should have a right to comment. The centers
of the two cities are 15 miles apart.
KVAR counsel argued that this protest,
which has kept the Mesa station from using
the new studios for one year, is a classic
example of why Sec. 309 (c) (protest pro-
vision) of the Communications Act should
be repealed in its entirety. He said KTVK
presented nothing new that has not been
considered previously by the Commission.
The Broadcast Bureau said it agrees en-
tirely with the examiner's initial decision
proposing that the grant be reinstated. The
protestant's position that the move should
be set for rulemaking is erroneous and with-
out merit, its counsel stated.
Also argued the same day was an eco-
nomic protest against the grant of a new
am in Honolulu to Kaiser Hawaiian Village
Broadcasting • Telecasting
WE
ABOUT
THE NCS # 2 . . .
IT SHOWS WOAI HAS
MORE DAYTIME
O LISTENERS • COVERAGE
MONTHLY / WEEKLY / DAILY
If 9
WOAI HAS:
AAA 0/ MORE RADIO HOMES
iHO /O than SAN ANTONIO STATION #2
144%
145%
MORE DAILY COVERAGE
than SAN ANTONIO STATION
MORE WEEKLY COVERAGE
than SAN ANTONIO STATION #2
Count 50% counties — count all counties —
count circulation in radio homes reached and,
as usual, it takes BIG WOAI RADIO to cover
BIG SOUTH TEXAS (and lots of bonus area, too!)
Get the detailed story from your Petry-man or
write WOAI Radio Sales.
NBC AFFILIATE Represented Nationally by EDWARD PETRY and COMPANY INC.
Broadcasting • Telecasting
April 29, 1957 • Page 77
A
GOVERNMENT
Radio Inc. (KHVH). FCC first denied the
protest by KIKI Honolulu because of its
newly-announced policy of not considering
economic injury as grounds for a protest
[B*T, March 25]. The same week, the Com-
mission reversed its decision and set the
grant to KIKI for oral argument.
In seeking that the grant be set aside,
KIKI claimed that of nine ams operating
in Honolulu, five are facing financial dif-
ficulties. KIKI also questioned the financial
qualifications of Kaiser and charged that
programs were purchased by KHVH on
two other area stations which indicated
that KHVH already was on the air.
KHVH countered by claiming a bank
balance of $50,000 and said that at no time
was it indicated the programs in question
were being broadcast from the frequency
assigned to the new station. The programs
actually were broadcast from KHVH
studios, which have been completed, KHVH
said. The station asked that the protest be
denied on both jurisdictional and policy
grounds.
The Broadcast Bureau said that it be-
lieves Kaiser to be financially qualified to
construct and operate KHVH and saw no
indication of lack of character qualifications.
Also facing Kaiser, and the Commission,
is a request for a stay of the grant of ch. 13
in Honolulu to Kaiser, which was argued
before the U. S. Court of Appeals in Wash-
ington April 18 [At Deadline, April 22].
The court has asked for more information
from the appellant, KULA-TV Honolulu.
WJMR-TV Asks Trial Use
Of Ch. 12 in New Orleans
CH. 20 WJMR-TV New Orleans last Thurs-
day asked the FCC for authority to build
and operate an experimental tv station on ch.
12, assigned to that city late in February
[B»T, March 4].
The uhf station, which twice before has
petitioned the Commission for temporary
use of ch. 12, said the experiment, in co-
operation with General Electric, would pro-
vide a direct comparison of uhf and vhf
signals. The experimental station would re-
peat the programs of WJMR-TV.
Comparative data will be obtained both
by field intensity measurements and ob-
servation of received pictures, the applica-
tion stated. Results and information se-
cured would be offered to other stations
who request it.
For the experimental operation, WJMR-
TV plans 10 kw power and estimated it
would cost $152,830 to construct with $30,-
000 for operation the first year.
Two Apply for Vhf Channels;
Malco Seeks Ohio Uhf Facility
APPLICATIONS for vhf channels in North
Platte, Neb., and St. Cloud, Minn., and a
uhf in Columbus, Ohio, have been filed with
the FCC.
Goldenrod Tele-Radio Co. is seeking ch.
8 in North Platte, proposing a power of
1 kw with antenna 85 ft. above average
terrain. Estimated construction costs were
All Conversation Is
Reserved For Advertisers
We just post-announce our music with title and
artist. That's why we say "all conversation is
reserved for the advertisers". And that's why your
advertising on KTRI is so much more effective.
kAd e (11/56) proves KTRI is dom-
/inant. You get "results with adults" on KTRI.
r
ONLY LOCAL STATION WITH LOCAL NEWS REPORTER
MUSIC
SIOUX CITY
IOWA
5000 WATTS
KTRI
NEWS
SIOUX CITY
IOWA
ALL THREE ARE REPRESENTED BY EVERETT-McKINNEY, Inc.
920 KC
KQUE
ALBUQUERQUE
NEW MEXICO
5,000 WATTS
KTRI
SIOUX CITY
IOWA
540 KC
KEOK
FORT DODGE
SERVING ALL
OF IOWA
$92,050 with $135,000 for first year opera-
tion. Equal owners of Goldenrod are Ray
J. Williams, 60% owner of KRFC Rocky
Ford, Colo.; Franklin R. Stewart, an ac-
countant, and attorney Alvin E. Larsen Jr.
Marvin Kratter asked for ch. 7 in St.
Cloud with power of 1.8 kw, antenna 146 ft.
above average terrain and estimated con-
struction costs at $90,126 with $117,500
for first year operation. Mr. Kratter also
has applications on file for ch. 11 in Fargo,
N. D., and ch. 38 in San Francisco.
Now pending before the Commission is
a request by Central Minnesota Tv Co. that
ch. 7 be reassigned to Alexandria, Minn.;
in exchange for Alexandria's ch. 36 [B»T.
April 8].
Malco Theatres Inc.. which formerly
owned WEOA-WEHT (TV) Henderson,
Ky.-Evansville. Ind.. applied for ch. 40 in
Columbus. The applicant asked for 23.1
kw power, antenna 208 ft. above average
terrain, estimating construction costs at
$131,597 with $160,000 for first year oper-
ation. Malco. headed by 75.8% owner M.
A. Lightman. operates theatre chains in the
Midwest. It sold WEOA-WEHT last fall for
$820,000 to a group headed by Cincinnati
capitalist Henry Hilberg [B«T. Oct. 29,
1956].
Straus Asks Hearing by FCC
On KERO-TV Bakersfleld Sale
ROBERT K. STRAUS last week asked the
FCC to hold a hearing on the $2,150,000
sale of KERO-TV Bakersfleld. Calif., to
Wrather-Alvarez Broadcasting Inc., claim-
ing that he had a previous contract to pur-
chase the station.
Mr. Straus asked the Commission in the
alternative to refrain from acting on the
sale pending outcome of his suit for specific
performance of the contract now before
the U. S. District Court for Southern Cali-
fornia. He claims that he and the KERO-
TV owners signed a contract Nov. 12, 1956,
for his purchase of the station for $2,250.-
000.
Mr. Straus charged the owners of KERO-
TV (Albert E. DeYoung, 51%, Gordon L.
Harlan, 29%, principal stockholders) in-
tentionally broke thier contract "with full
knowledge that the contract was valid and
binding and with an absolute disregard of
all consequences."
Mr. Straus owns approximately 10% of
WITI-TV Milwaukee.
Five Ask Stay of WESH-TV Move
ALL of the Orlando, Fla., ch. 9 applicants
■ — awaiting a final decision in that vhf com-
parative hearing — went to court last week to
force the FCC to hold up its April 10 ap-
proval of the move of the WESH-TV Day-
tona Beach transmitter nearer Orlando. The
five applicants asked the court to issue a
stay against the FCC order. Earlier this
month the Commission accepted a protest
by three of the applicants against the WESH-
TV move, but refused to stay the effective-
ness of the grant. Those who participated in
the court appeal are Orlando Broadcasting
Co., Mid-Florida Radio Co., Central Florida
Broadcasting Co., Mid-Florida Tv Corp.,
and WORZ Inc.
Page 78 • April 29, 1957
Broadcasting • Telecasting
You Might Shoot an Arrotv 774 Yards
but . .
NIELSEN NCS NO. 2
NOVEMBER, 1956
DAYTIME
Station
Radio
Homei
In Area
Monthly
Homes
Reached
Weekly
NCS
Circ.
Daily
NCS
Circ.
WKZO
208/450
107/490
95,520
67,470
B
1 06,570
43,420
38,670
25,630
YOU NEED WKZO RADIO
TO HIT THE TARGET
IN KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN!
One station dominates Western Michigan — WKZO, CBS
radio for Kalamazoo-Battle Creek and Greater Western
Michigan. Morning, noon, or night, Pulse ratings show that
WKZO nearly doubles the share of audience of the nearest
competing station.
And check the latest Nielsen figures at the left ! In all Nielsen
categories, WKZO delivers from 143% to 178% more homes
than the second station!
Avery-Knodel can give you all the facts.
Broadcasting
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WmBD RADIO— PEORIA, ILLINOIS
CBS Radio for Kalamazoo-Battle Creek
and Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representative*
* Charles Pierson set this record in 1955.
Telecasting
April 29, 1957
Pase 79
A
TRADE YOUR MIRROR
FOR A WINDOW
To know radio's prime customer: the loyal soap opera fan
WHY are so many ad people and broadcasters uninformed
about the listener to the daytime radio serial? puzzles Louis
Hausman, vice president, advertising, CBS Radio. Speaking
in St. Louis last Friday at the American Women in Radio &
Television convention, he put some facts on the table: soap
operas have a loyal following among "middle majority" wom-
en, the class that accounts for 65% of the buying in the U. S.
market. Mr. Hausman's advice is excerpted herewith:
A FEW YEARS back, the purely economic basis of population
classification began to be extended to include social and cultural
characteristics as well. Perhaps the outstanding marketing concept
emerging from these new approaches was that of "the middle ma-
jority"— the socio-economic equivalent of the political "center." The
"middle majority" includes some 65% of the U. S. population
the backbone of the mass market. Dr. Burleigh Gardner, U. of Chi-
cago, executive director of Social Research Inc. — which developed
the concept of the "middle majority" — listed the important charac-
teristics of the middle majority woman.
He noted such characteristics as, (1) a high moral sense of re-
sponsibility to home; (2) living in a somewhat limited world
bounded by home and family and slightly timid outside that world;
(3) little interest in civic work, theater and such publications as the
New Yorker; (4) prone to fall into accepted patterns of conformity.
Dr. Gardner also noted two other characteristics of the women in
the "middle majority." He found that they listen to soap operas
("Soap operas," is his classification. We, in broadcasting, prefer to
have them known as "daytime dramas").
And he pointed out a characteristic of transcendent importance:
The women in this group control the family spending. And don't
forget: One important characteristic of these women is that they do
the buying for their families.
If listening to daytime serial programs is such a common denomi-
nator of these women, we as broadcasters and business people might
be able to learn more about these women if we understood these
programs better.
The Size of Daytime Serials
Let us examine some of the quantitative dimensions of these
daytime serials. CBS Radio is in a particularly good position to do
this because dramatic serials represent the single largest segment
of our daytime broadcast schedule. And they are important to U. S.
women. The ten we broadcast every weekday between noon and
2:30 p.m. get the biggest nationwide audiences in radio; the stations
that carry them, by and large, get the biggest local audiences in their
individual communities; and the advertisers keep them in a
virtually sold-out state.
Every weekday, almost 10 million different people (mainly wom-
en) listen to an average of four CBS Radio serials. In one week —
the programs reach over 18 million different listeners — with an
average of 10 episodes heard per listener. And in four weeks — ■
they reach more than 28 million different listeners.
Obviously, when audiences develop to this size, they include all
age groups. Actually the audiences to the daytime serials, by age
group, pretty much parallel the population of this country. They are
not merely people who started listening many years ago and are
continuing to listen through sheer inertia.
In brief, daytime serial dramas — the soap operas, if you will —
Page 80 • April 29, 1957
consistently and continuously reach firmly into the massive bloc of
listeners that represents the majority of the nation's sales. And
within the middle majority, from day to day, this programming is
constantly renewing itself with fresh audience accruals.
But numbers alone are not the index of the vitality of these pro-
grams. Other elements give marketing meaning to the role of these
programs as an avenue to the great "middle majority" that makes up
65% of all U. S. homes. What is it that these programs do for
their listeners and what have they done for them so successfully for
such a long span of time?
Professor George Smith of Rutgers' psychology department, gave
the answer in a single sentence. "In a way, the daytime serials
serve the same function in our time as the morality plays did in
medieval times." These programs, in other words, give their
listeners understandable statement and interpretation of ethics and
morals in a world where the perception of principle is frequently a
little fuzzy.
Professor Smith then goes on: "Women find reassurance as well
as guidance for their practical conduct in such definitions, of which
there is an abundance in the daytime serial programs. Moreover,
they are particularly receptive to such lessons, from this source,
because the daytime serials treat the problems of women and their
role in the family with great sympathy." Dr. Gerhardt Wiebe, a
social psychologist now with Elmo Roper, pointed out that "even a
woman who doesn't listen every day can maintain her sense of
identification with the people of the drama. Whenever a woman
tunes in, be it daily or intermittently, she does it in the mood of
asking a neighbor 'what's new with you?' " There is a great deal
more on this subject which has been studied in depth. But I think
the important thing is when you compare the psychologists' eval-
uation of the women who are our advertiser's customers, the women
whom we deliver at 30 and 40 cents a thousand — with your attitudes
and interests, you find that they just don't match.
Women in Two Distinct Worlds
And this helps explain why I think women in broadcasting have
not realized their full potential. I conjectured that most women in
broadcasting know relatively little about these [daytime serials]
programs and, most important, hold considerable disdain for the
content and treatment of these serials.
I had a survey done among a group drawn from your member-
ship. I wanted to find out how much women in broadcasting knew
about these progams. We did a very simple questionnaire in which
we listed our ten daytime serials and the names of 20 characters ap-
pearing in them. We asked the respondents to match the charac-
ters to the programs. Only one thing surprised me — the high rate of
return. 205 out of 243 — better than 84% — replied.
Some 50% of the respondents sent back the questionnaire without
any fill-ins at all. Nor was this just plain laziness. Because they
didn't merely put them in the return envelopes and drop them in the
mail. Most of them wrote comments and most of them signed the
questionnaire. Of those who did attempt a score, the average correct
answer total was 3.3 out of a possible 20 — and about 10% got
five or more right. There was an isolated few who got almost all
of them. Most of the reasons offered for the inability to answer were,
in essence, "I'm a working girl. How would you expect me to know
the answers." Many of them said that they have never listened to
the programs. And these replies came from network people, station
people, agency and public relations people, specialists in women's
Broadcasting • Telecasting
Ik
is to distinguish between pennies per pound of something
and dollars per ton.
For instance, when aluminum, zinc or copper raise their prices a
few cents a pound, it attracts little public notice.
When steel raises its price a few dollars a ton,
it seems like a huge wallop.
But aluminum costs about 42 cents a pound. Copper about
60 cents. Steel, of the types used for the most common articles,
averages less than 7 cents a pound.
The steel price rise last August was announced as about 8 dollars
a ton. This translates as less than one-half of a cent a pound.
Prices are for sheet product as compiled by U. S. Bureau oj Labor Statistics.
General Offices • Cleveland 1, Ohio
Broadcasting • Telecasting
April 29. 1957 • Page 81
fashions and all the allied industries that are a part of our business.
I think that this situation reveals a rather serious problem.
I am certainly not going to suggest that these programs should
appeal to you. But I think you might be interested in a story I heard
the other day. A few years ago George Crothers of our public
affairs department, was asked to address the English faculties of the
New York City colleges. He concluded his talk with the flat state-
ment that he considered the writing in the daytime serials, just as
literate as the writing in the women's magazines. Having exploded
what he felt was going to be a bombshell, he sat down.
At this point, the professor who was head of the English depart-
ment at Hunter College, got up to speak. This gentleman had spent
six or seven recent weeks in a hospital. He said that he had listened
a great deal to the radio and that he had heard a great many of these
daytime serials. He concluded: "I want to say I completely agree
with Mr. Crothers' evaluation of the quality of the writing in the
daytime serials." Even if you don't agree with this evaluation, I do
say that some knowledge of these programs and some understanding
of what goes on with them is important in your work. Now you
aren't and, no matter what you were doing, you probably wouldn't
be in the "middle majority." You have the wrong make-up for it.
You are more secure in your relationships to other people and to the
community. You are less concerned with sharp distinctions of
black-and-white. You recognize the need to feel individuality and
you are not prone to fall into accepted patterns of conformity.
Even if you weren't working women, you probably wouldn't be
interested in the daytime serials, certainly not to the degree that
most daytime drama listeners are. If you were housewives, you
would do your housework in the shortest and most efficient way
and you would seek out activities such as Women's Clubs, League
of Women Voters and other groups with whom you felt a closer
relationship than you do to the daytime serials. But no matter how
unlike the "middle majority" woman you are — in business, you
are her spokesman. You are assumed to understand her and to be
able to interpret her. So we ask you to tell us — what's on her mind?
And the plain fact is that it is very difficult for you to know —
because whatever it is, it's not on your mind.
Use A Window Instead of A Mirror
All this suggests what seems to me to be a very reasonable solu-
tion. If you can't interpret the "middle majority" woman on the
basis of your experience, you must find a way to interpret her on
the basis of study. What I am suggesting that you do is not easy:
stop looking in the mirror and start looking out the window. In
trying to understand the "middle majority" woman, you cannot go
by intuition.
I'm suggesting that you seize every possible opportunity for get-
ting into the "middle majority" woman's native habitat and min-
gling with her. You'll find her in supermarkets, churches, and ma-
ternity wards — at bargain sales, graduations and weddings — in
low-priced cars, resorts, and dresses — with children and parents
who live with her — reading popular magazines and comic strips,
listening to daytime dramas on radio and going to American rather
than foreign movies. Talk to her. Watch her. See what bucks her
up and what gets her down. Find out what are the deadlines she has
to meet. And especially, listen to her.
See and understand how the other half lives. I think you will find
that, by a better understanding of this other frame of reference,
you will vastly increase your usefulness in your own.
Closing the Gap
The closer you get to understanding the problems and motivations
of the great "middle majority" whom you are supposed to interpret
to your associates, the more effective you will be in your work. The
sooner you stop playing by ear and start taking lessons, the sooner
you will increase your usefulness in your business activities. And
since the daytime serial is such a broad and open avenue to 65%
of the U. S. market, one simple way of getting closer to this market
is to cultivate a greater understanding — and familiarity with — this
particular form of entertainment.
Spring has sprung
in Providence, R. I.
• afternoon audience
grows 324%
• morning audience
grows 297%
WICE is now either first or second in
audience in 16 daytime quarter hours.
. . . in jusr 6 months of Elliot pro-
gramming
Source: C. E. Hooper, Jan.-Mareh 1957
1
L The
ELLIOT
STATIONS 1
P; \
It great
independents
• good neighbors ]
* TIM ELLIOT, President ^
Akron. Ohio - WCUE / WICE - Providence, R. I.
National Representatives The John E. Pearson Co.
Fellows Tells Women to Work
To Broaden Roles in Radio-Tv
NARTB President Harold E. Fellows feels
women in broadcasting should work actively
to improve their opportunities in radio and
television. His suggestions were contained
in an address prepared to keynote the Fri-
day morning business session of the sixth
annual convention of American Women in
Radio & Television held in St. Louis last
Thursday to Sunday. Louis Hausman, vice
president, advertising, CBS Radio, also ad-
dressed the convention (see text above).
"There is an inclination to stratify women
in broadcasting in a manner that does not
necessarily acknowledge the full measure
of their talents," he said.
Acknowledging that some women have
filled top executive positions among agencies
and advertisers in selling broadcast time and
in a few broadcast management positions,
Mr. Fellows said more often they have been
limited to roles as "air-time housekeepers."
But "one cannot hold women themselves
responsible for this condition any more
than — and perhaps less than — the manage-
ment of the industry itself." Women em-
ployed in broadcasting might evaluate the
overall program structure of a station and
consequently sense new roles they could
play in today's radio and television, Mr.
Fellows said. He suggested further that they
make such evaluations available to program
departments and station management on a
continuing basis to help bring about "better
program balance to the product of the in-
dustry."
Page 82 • April 29, 1957
Broadcasting • Telecasting
Emanuel Hochman, Vice-President and General Sales Manager, Bulova Watch Co., tells how:
"We put radios into the diamond business!"
"We've put Bulova Radios into 17,612 jewelry stores — and
captured a large share of the radio business !
"But we couldn't have done it without Air Express!
"Parts come from 180 different suppliers via Air Express
for assembly. Production schedules are always tight — Air
Express gives us valuable leeway which we regularly need.
"In fact, we often make use of Air Express to deliver
finished radios to our retail outlets. And we never miss a date.
"Air Express took our new business 'off the ground' —
keeps us the fastest-growing radio company in America !
"Yet, most of our Air Express shipments cost less than
with any other complete air service. 10 lbs., for instance,
New York to Jacksonville, Florida, is S4.42. It's the lowest-
priced complete service by $1.32 !"
30 YEARS OF GETTING THERE FIRST via U.S. Scheduled Airlines
. . division of f=tjO.I LWX\Y EXPRESS AGE/VCV
Broadcasting • Telecasting
April 29, 1957 • Page 83
TRADE ASSNS.
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Page 84 • April 29. 1957
FCC Comr. Robert E. Lee suggests the
possibility that "new" broadcasters be
granted licenses for a year with extension
of the licenses based on a merit system, the
actual duration of a license being "academ-
ic" because FCC can revoke for cause at
any time.
Mr. Lee spoke on a wide range of sub-
jects at a meeting Monday of the Connecti-
cut Broadcasters Assn. at the Hotel Statler
in New Haven. Another speaker was Arthur
Pardoll, media director, Foote, Cone &
Belding, New York (see story, page 46).
In an election of new officers for the
year, Charles Bell, WHAY New Britain,
was elected president; Julian Schwartz,
WSTC Stamford, vice president; William
O'Brien, WCNX Middletown, secretary-
treasurer, and John Ellinger, WNAB Bridge-
port, and Peter B. Kenney, WKNB-WNBC
(TV) New Britain, directors. Daniel W.
Kops, WAVZ New Haven, was outgoing
president.
Mr. Lee repeated his stand on toll tv,
that it should be given a trial and limited
to uhf. He noted that while his oft-stated
proposal on subscription tv has not been
given wide support in the FCC, he feels
toll tv is not a threat to commercial tv and
the public ought to decide as to its feasi-
bility.
His comments included fm — there is a
big future for the medium, particularly in
multiplexing and in storecasting; complaints
on commercials — they are forwarded to
stations as a matter of policy; on military
desire for chs. 2-6 — he has found no evi-
dence commercial broadcasters will lose
these channels; group ownership and traffick-
ing— he predicts congressional concern if
all the "good" markets suddenly become
controlled by big money interests, but FCC
legally can do nothing about this; educa-
tional tv — he is in favor of permitting local
educators interested in using reserved chan-
nels to go ahead with them but in opposite
cases would release those channels.
Mr. Lee said he was not against "bigness"
as evil nor does he see "smallness" as good
necessarily but he warned there could be
a tendency by big interests in broadcasting
to block little business competition in the
field.
He pointed to the high costs to the govern-
ment entailed in hearings and said there is
concern when a license is sold to big capital
for a good profit.
Other highlights of the meeting: adoption
of a resolution pledging support to NARTB's
attempt to have Canon 35 modified to per-
mit broadcast coverage of the courts and a
talk by Jerome O'Leary, president of Jerome
O'Leary Agency, Boston, on how Connecti-
cut stations can sell more availabilities to
Boston agencies. Mr. O'Leary emphasized
that agencies would like reports on mer-
chandising and other services provided ad-
vertisers.
Mr. Kenney revealed to the association
how WNBC had asked court permission to
cover a murder trial in Hartford, but that
Chief Justice Ernest A. Inglis had declined
to call a panel of judges to act on the re-
quest. The trial opened Tuesday. Mr. Kenney
in his request had assured the court the tv
camera would be set up at the rear of the
courtroom, microphones would be incon-
spicuous and there would be no need for
extra lighting.
RAB Schedules 'Blitz7 Tour
To 'Sell7 Benefits of Radio
NATIONAL account executives of the
Radio Advertising Bureau will commence an
11 -city sales "blitz" early in May, accord-
ing to an announcement released by Kevin
B. Sweeney, RAB president. Purpose is to
acquaint large local and regional advertisers
with the benefits from the use of radio as
an advertising medium, and to increase
radio billings at the local station level.
These advantages will be portrayed
through presentations especially developed
by RAB for each industry represented on
the tour schedule's appointment list. A total
of 26 presentations, each utilizing colored
slides and magnetic tape, have been designed
to show individual advertisers why and how
radio is patterned to serve the marketing
needs of their particular businesses. A goal
of 500 individual calls has been established
and presentations will be made to adver-
tisers in the following fields: automotive,
banking, brewing, department stores, drug
and grocery chains, food manufacturing,
furniture and appliances, men's wear, oil
refining, regional airlines, savings and loan
associations, utilities (gas and electric) and
women's wear.
The cities to be "blitzed" are: Houston,
San Antonio, Memphis, Nashville, Knox-
ville, Indianapolis, Pittsburgh, Milwaukee,
Cincinnati, Atlanta and Miami.
RAB sales teams recently completed a
similar tour of western states.
ATAS Members Receive Ballots
On Election of Board Members
MEMBERS of the Academy of Television
Arts & Sciences have received ballots list-
ing nominees for two-year terms on the
board of governors. Terms of 10 of the 20
board members expire April 30. A total of
40 nominees are listed on the ballot, divided
into 10 classifications: art directors, cinema-
tographers, directors, engineers, executives,
film editors, musicians, performers, pro-
ducers and writers. New board members
will be introduced at a general membership
meeting May 1.
Industrywide spread of ATAS member-
ship is indicated by nominations for execu-
tives: Earl J. Hudson, ABC Western Div.,
vice president; Maurice Morton, general
manager. McCadden Productions (tv film
series); Wayne Tiss, BBDO Hollywood vice
president; Edward E. Benham. chief en-
gineer, KTTV (TV) Los Angeles; Theodore
B. Grenier, chief engineer, ABC Western
Div.; Loren L. Ryder, president, Ryder
Sound Services, and Ernst H. Schrieber, Pa-
cific Telephone & Telegraph Co. staff en-
gineer for tv and audio program facilities.
Broadcasting • Telecasting
THREE MAJOR GENERAL ELECTRIC CAMERA-TUBE
ADVANCES PUSH PICTURE QUALITY TO NEW HIGH!
ASK FOR THE CAMERA TUBE
WITH THE BLUE BASE . . .
SYMBOL OF HIGHEST QUALITY
Now, get clearer-than-clear, sharper-than-ever TV pic-
tures with General Electric image orthicons. They are
three ways improved. Each improvement wards off a
major broadcasting hazard . . . together they add up to a
brand-new high in picture quality.
PICTURE BLEMISHES REDUCED. Blemishes are virtually
eliminated by sonic cleaning techniques applied in the
making of each General Electric camera tube. Premium
picture clarity is the result.
NO MORE MOIRE PATTERNS. 7 50-line mesh screen
greatly lessens the chance of any moire effect, and pro-
duces pictures with uniform black-white contrast and
over-all definition that is clear and sharp.
MICROPHONIC BAR EFFECTS ELIMINATED. Special high
tension target glass does away with tube microphonics
that cause bar effects. You telecast a clean, streak-free
picture that is easy on the eyes.
Only General Electric Broadcast-Designed image orthi-
cons give you all these benefits. Use them for topnotch
picture quality that will create viewer loyalty and increase
your TV audience! For immediate delivery, dial your G-E
tube distributor! General Electric Company, Electronic
Components Division, Schenectady 5, New York.
ELIMINATE BAR EFFECTS!
Tbogress Is Our Most Important Product
GENERAL
ELECTRIC
TRADE ASSNS.
Rising Costs, Short Work Week
Replace Publishers' Tv Worries
ALTHOUGH the competition of television
for the attention of newspaper readers and
advertisers once was a topic of spirited
discussion in press circles, tv caused little
stir last week at the 71st annual convention
of the American Newspaper Publishers
Assn. in New York. "We've just learned
to live with it," was the typical comment.
The publishers appeared to be far more
concerned over the rising costs of labor,
paper and equipment, not to mention the
prospect of the four-day week in American
industry. The latter would give the reader
more leisure time to find an interest in
other things than reading his newspaper
and tv is considered only one such leisure
time lure.
The publishers expressed special concern
for youth — those growing up as a tv gen-
eration and who must be wooed into greater
newspaper readership through more school
and sports news and other stories of in-
terest to their age group.
The break away from the standard two-
inch column in newspapers also was cited
as possibly driving more national and region-
al advertisers into other media, including
radio and tv.
The ANPA Bureau of Advertising un-
veiled a new 16 mm promotion film in color,
which goes on the road nationally to help
garner advertising dollars for newspapers.
Richard L. Jones chairman of the bureau's
board of directors, described the film as a
"breath of fresh air" when compared with
the "bombastic content and endless fan-
fares" of presentations by competitive media.
The film was produced by Transfilm Inc.,
New York, with Jules Bricken as film direc-
tor and Fred Gately as cameraman.
J. Hale Steinman, chairman of the ANPA
federal laws committee and Pennsylvania
publisher-broadcaster, cited FCC "discrimi-
nation" against newspapers in his annual
report and said that in light of the Supreme
Court's refusal to review the McClatchy tv
case "it would seem that the only relief
newspapers may expect is through congres-
sional action. Previous congressional pro-
posals to curb the power of FCC to demon-
strate bias have failed of enactment."
A report by a subcommittee on mobile
radio cited it as the intent of newspaper
interests to push for their share of frequen-
cies in the forthcoming above-890-mc al-
locations proceedings before the FCC, sched-
uled to begin May 20.
Incumbent ANPA Officials
Re-elected at Annual Meet
INCUMBENT officers of the American
Newspaper Publishers Assn. were re-elected
at ANPA's annual convention last week.
The officers are:
William Dwight, Hohoke (Mass.) Trans-
cript - Telegram (WHYN - AM - FM - TV
Springfield-Holyoke), president; D. Tennant
Bryan, Richmond Times-Dispatch and News
Leader (WRNL-AM-FM Richmond), vice
we pwu
Jit
announce
tk
appointment
BOYD W. LAW LOR
(Formerly General Manager of WWCA, Gary, Indiana)
a5
VICE PRESIDENT
AND
DIRECTOR OF STATION RELATIONS
now wl
tk
OVERLAND ADVERTISERS, INC.
1B3 EAST MAIN STREET
BAY SHORE, NEW YORK
MDHAWK 5-D6DD
Public Service Station Promotion Public Relations
president; Walter J. Blackburn, London
(Ont.) Free Press, secretary, and Mark
Ferree, Scripps-Howard newspapers, New
York (Scripps-Howard group), treasurer.
Directors re-elected: H. H. Cahill, Seattle
Times; Chesser M. Campbell, Chicago
Tribune (WGN-AM-TV Chicago); James
S. Copley, San Diego Union and Tribune
(Copley Press Inc.. operator of KCOP [TV1
Los Angeles); Frank A. Daniels, Raleigh
News & Observer (WKIX - AM - FM,
WNAO-TV Raleigh); K. A. Engel, Little
Rock Democrat (KTVH [TV] Little Rock);
Irwin Maier. Milwaukee Journal (WTMJ-
AM-TV Milwaukee); Gene Robb, Albany
(N. Y.) Times Union; Franklin D. Schurz,
South Bend Tribune (WSBT-AM-TV South
Bend); G. Gordon Strong, Canton (Ohio)
Repository (Brush-Moore Newspapers —
WHBC-AM-FM Canton); Louis A. Weil
Jr., Grand Rapids (Mich.) Herald (Feder-
ated Publications Inc. — WELL Battle Creek,
Mich.); Robert White II, Mexico (Mo.)
Ledger; J. Hale Steinman, Lancaster (Pa.)
Newspapers Inc. (Steinman Stations), re-
placed the late Richard W. Slocum, Phila-
delphia Bulletin ( WCAU-AM-FM-TV Phila-
delphia and WGBI-TV Scranton) as a
director.
Nine directors chosen by the Bureau of
Advertising, ANPA, were: Orvil E. Dryfoos,
New York Times (WQXR-AM-FM New
York): James S. Lyon, Washington (Pa.)
Observer and Reporter; Mr. Strong: Mr.
Steinman; Harold S. Bunker, Speidel News-
papers; J. D. Funk, Santa Monica (Calif.)
Outlook (KCOR [TV] Corona, Calif.);
James L. Knight, Miami Herald (WCKR-
AM-FM and WCKT [TV] Miami); H. M.
Peterson, New Britain (Conn.) Herald and
Jack Tarver. Atlanta Constitution (James M.
Cox Stations).
WNEB's Hurley Elected President
Of New England Organization
THE Broadcast Executives Club of New
England named John J. Hurley, general
manager of WNEB Worcester, Mass., presi-
dent for the current season.
Other officers elected were Roy V. Whis-
nand, WCOP Boston, first vice president;
Kay M. Chille, Nona Kirby Co., second vice
president: Richard A. Keating. The Boiling
Co., treasurer; Frank Browning Jr., Badger,
Browning & Parcher Inc., secretary.
The board of directors includes Thomas
Y. Gorman, WEEI Boston; Frank Tooke,
WBZ-TV Boston; Kenneth M. Curto, WPRO
Providence: Louis Nicholaus, Kenyon &
Eckhardt; Milton Graham, Cambridge
School of Radio-Tv; Gilbert N. Sullivan,
Kettell-Carter; David Abbott. Official Films
Inc.; and Bruce G. Pattyson. Blair-Tv, Bos-
ton, past president of BEC.
Kean, Kielty Leave NARTB
TWO members of the NARTB publicity-
publications staff, Sally Ball Kean and
Patricia Kielty, have left the organization.
The reorganized public relations service is
headed by Donald Martin, public relations
assistant to the president; John G. Trezev-
ant, news-publications manager; Joseph M.
Sitrick, special projects manager, and John
M. Couric, chief writer.
Page 86
April 29, 1957
Broadcasting
Telecasting
CUT OF HIS WALLET...!
for the ASSOCIATION OF AMERICAN RAILROADS
Broadcasting
Telecasting
April 29, 1957 • Page 87
TRADE ASSNS.
THIS is the plaque that will be given
members of the Society of Television
Pioneers, new fraternal group formally
organized during the NARTB conven-
tion [B«T. April 15]. Lapel pins, con-
sisting of the screen-wing-sunburst
portion of this design, also will be is-
sued, according to W. D. (Dub)
Rogers, president of Texas Telecast-
ing and chairman of the STP tempo-
rary board.
FILM
PANEL BOOSTS SYNDICATED FILMS
FOR TV AT RTES WORKSHOP IN N.Y.
Whitney to Community Tv Post
EDWARD P. WHITNEY, Western Airlines
regional interline agency sales manager, has
been appointed executive director of the
National Community Television Assn. Of-
fices are at 1111 E St., N.W., Washington.
E. Stratford Smith, present NCTA execu-
tive secretary and general counsel, will con-
tinue as general counsel
Iowa AP Assn. Elects Hudson
LEW HUDSON, news editor of KDTH
Dubuque, has been re-elected president of
the Iowa AP Radio & Television News Assn.
at the group's annual spring meeting. Dean
Naven of KMA Shenandoah was re-elected
vice president.
NARTB Bylaw Change Approved
NARTB members have voted 1,093 to 27 to
amend the association's bylaws to require a
one-month notice of membership resignation
instead of the 90 days heretofore required.
The amendment requires new members to
enroll for a minimum six-month period.
Radio Technical Groups to Meet
MEMBERS of the Radio Technical Com-
mission for Aeronautics will hold their
spring assembly meeting jointly with the
Los Angeles section of The Institute of
Radio Engineers. The joint meeting will be
May 7-9 at the Ambassador Hotel that city.
SO LONG as syndicated tv film fills a need
for advertiser and station its future is as-
sured.
This was the consensus of a panel of four
speakers at the Radio & Television Execu-
tives Society's final workshop luncheon of
the season held Wednesday in New York.
The panel was made up of James C.
Douglass, senior vice president of Ted Bates
& Co.; Harry F. Schroeter, director of ad-
vertising. National Biscuit Co.; James
Mitchell, vice president in charge of sales,
Screen Gems, and Charles Vanda, vice
president in charge of tv, WCAU Philadel-
phia.
Mr. Douglass cited the value of syndi-
cated film to the regional advertiser, and in
certain cases to national advertisers and
multi-brand advertisers; Mr. Schroeter
elaborated on Mr. Douglass' theme by ap-
plying this yardstick to National Biscuit;
Mr. Mitchell told why Screen Gems was
"optimistic" for the future, and Mr. Vanda
warned that stations must not give up their
creative talent function to feature film, while
pointing up the value of syndicated film to
a station's operation.
Mr. Douglass noted instances wherein
syndicated film is of interest to national ad-
vertisers, while emphasizing its natural worth
to regional advertisers. A national advertiser,
which is not best suited for network but
wants "identity with a program in a mar-
ket" that spot cannot provide, turns to
syndicated film to do the job.
Syndicated shows often are efficient for
multi-brand advertisers, he said, noting, too,
that they still are of value in markets where
national advertisers find it impossible to
clear network time. As a "pure spot carrier."
however, he thought syndicated shows are
"good" but "limited." He also felt the
syndicated show permits an advertiser to
reach the type of audience he wants to
reach.
Mr. Schroeter related that National Bis-
cuit, originally in 60 odd markets with Rin
Tin Tin on ABC-TV, found it so successful
that it bought the U. S. rights from Screen
Gems and now has the show in 125 markets.
Another successful syndicated run for
National Biscuit has been Sky King which,
on a spot basis, is on 105 stations across the
country. All told, National Biscuit now is
associated with 20 to 25 syndicated films for
the "adult market."
His firm, Mr. Schroeter emphasized, used
the cost-per-thousand as its "basic yardstick"
and has found its syndicated film operations
successful. Both new series and reruns are
sponsored, although National Biscuit's sales
force has objected to reruns as "stale bis-
cuits."
He warned that merchandising activities
in film syndication can go too far by raising
costs to the advertiser — "some of it (mer-
chandising) loses sight of its aim." He
thought more of this effort should be a
co-op venture with the cost shared by all
parties involved "since all stand to gain."
For its Sky King, National Biscuit has 21
different product schedules worked out.
Although a national advertiser, the biscuit
firm, according to Mr. Schroeter, operates
in certain areas just as a local or regional
advertiser and syndicated film programs, he
said, fit into the desire to compete on this
level.
Mr. Mitchell said his enthusiasm was the
highest it has been in the past six years, al-
though the syndicated business is as "specu-
lative" as ever and can be expected to con-
tinue that way.
Speculation, he explained, remains be-
cause of the problem of choosing the right
properties, including those which lend them-
selves to network sponsorship. The limit in
"economic considerations" — the highest a
show can go for out-of-pocket investment is
approximately $30,000 per program in a
series; a producer can have a total "wash-
out", and even a so-called "success" must
have a substantial gross per picture — for ex-
ample, $45,000 to $50,000 per picture for
a series to break even (includes sales force,
overhead and other such expenses for the
producer-distributor).
Screen Gems is going "further ahead" in
the field despite these risks because it be-
lieves it necessary to be "vertical" — produc-
ing for the national advertiser on a wide
market basis or for network showing;
capitalizing in its syndication on the sus-
tained high interest of the regional-local
advertiser and with an eye on the overseas
world-wide tv market.
Indicators to the syndicator. he said, are
the additional markets opening up as new
tv stations sprout; surveys showing local and
regional advertisers "galore" interested in
the field and in a continued competition with
national advertisers: and overseas markets
which are becoming available at an increas-
ing rate — "each syndication company is
opening up in that area."
The future is bright, he concluded, for
new. first-run syndicated shows for tv.
Mr. Vanda cited syndicated film as
valuable in providing good local program-
ming around which a station can create its
own shows. He said, however, he only had
"contempt for the station owner who has
become the operator of a motion picture
projector. If he wants to run features let
him operate a movie house."
Although his station runs features and
will do so for several years, Mr. Vanda
warned that stations still must continue to
work up their own material and should not
default their creative function to the Holly-
wood motion picture.
He questioned the feature product as a
long-range source of programming for tv
stations. "If a station kills its young today,
where will it get its programming in the
future?" Features are dangerous and tem-
porary— a substitute for original program-
ming, he declared, while syndicated film can
provide partnership with a station's creative
programming.
Page 88 • April 29, 1957
Broadcasting • Telecasting
Ad Age is a welcome
nd reliable
usiness friend . . ."
says ROBERT C. GARRETSON
Vice-President, Advertising
Carling Brewing Company
"Advertising Age performs an invaluable service in keeping me abreast
of activities and developments in the advertising world. Perhaps in no
other phase of business is there such a continuing pattern of change-
change planned to improve the business of individual firms and to
trigger an ever-rising standard of living. Advertising Age accurately reflects
these changes, notes them, and reviews them for the benefit of
all its readers, whatever their individual businesses/'
ROBERT C. GARRETSON
Mr. Garretson's background includes exten-
sive experience in marketing consumer goods.
He was sales promotion manager of Standard
Brands and was instrumental in helping
launch Duz while at Procter and Gamble.
During part of World War II, he was canned
food rationing supervisor for the OPA. For-
merly Carling's general advertising manager,
Mr. Garretson was promoted to his present
position last year.
Since he joined Carling Brewing in 1949, he
has seen their sales increase 630°o while
total industry sales went up 2°o . . . Carling
ranked 62nd in 1949 and are now among the
top ten in the brewing industry. With five
plants now in operation, Carling is building
a sixth, and has plans for a seventh.
7 Year (52 issues) $3
Ad Age is a welcome and reliable business friend to most of the
executives who are important to you. In the whirl and swirl of each
week's advertising and marketing, Ad Age's round-up of important news,
trends and developments comes as a welcome sight — not only to
those who activate, but to those who influence market
and media decisions affecting broadcast.
Take Carling Brewing Co., for example. Broadcast advertising has
played an important role in its meteoric rise in the brewing field.
In 1956, Carling's spot TV expenditures alone ran $1,348,860*, with
$905,410 advertising its Black Label Beer, $279,440 going to
Carling's Red Cap Ale and $164,010 to its Stag Beer.
Every week, five paid subscription copies of Ad Age keep Carling's
advertising and other executives abreast of news and
opportunities in the marketing field. Further 251 paid subscription
copies get similar readership among the eight advertising agencies
serving Carling's national and regional advertising.
Add to this AA's 37,000 paid circulation, its tremendous penetration of
advertising with a weekly paid circulation currently
reaching over 10,000 agency people alone, its intense readership by top
executives in national advertising companies, its unmatched
total readership of over 141,000 — and you'll recognize in Advertising Age
a most influential medium for swinging broadcast decisions your way.
*N. C. Rorabaugh Co. for Television Bureau of Advertising
2 00 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
4 8 0 LEXINGTON AVENUE • NEW YORK 17, NEW YORK
Broadcasting • Telecasting
■April 29, 1957
Pace S9
A
FILM
Film Tv Rentals Paid,
20th Century-Fox Told
THOUGH the leasing of its pre- 1948 mo-
tion pictures to tv last summer was "pro-
pitiously timed" and produced "maximum
benefits to the company," 20th Century-Fox
Film Corp. is "disappointed" with its prin-
cipal operation of motion picture produc-
tion, Spyros P. Skouras, president, declared
last week.
Mr. Skouras, who expressed the belief
motion picture production conditions "will
change substantially" in the near future,
made his comments on the firm's healthy
activity in television in its annual report dis-
tributed to stockholders last week.
With its income derived from a number
of sources such as rental to tv of its backlog,
its wholly-owned film printing lab (De-
Luxe), new films made especially for tv,
foreign theatre operations and oil and nat-
ural gas operations, 20th Century-Fox in-
creased its over-all income by $1.4 million —
from $120,807,208 in 1955 to $122,251,864
in 1956.
Last summer it licensed to National Tele-
film Assoc. 52 of its old films for seven
years "for a consideration of $2,340,000,"
the report noted [B»T, May 21, 1956].
Last September, it signed another agreement
with NTA whereby it licensed for five years
two blocks of 78 pre- 1948 pictures for a
"minimum consideration" of $5,850,000 per
group, acquiring at the same time 50%
of the NTA Film Network's stock. Addi-
tionally, it holds an option to require NTA
to license three other groups, also for five
years; and its tv subsidiary, TCF Television
Productions Inc. will make new films for
NTA.
The NTA Film Network went into opera-
tion last October.
Mr. Skouras also discussed the activities
of TCF Productions, which currently ac-
counts for the products seen on three regular
tv network series: CBS-TV's 20th Century-
Fox Hour, sponsored by Revlon Products;
ABC-TV's Broken Arrow, sponsored by
Miles Labs and General Electric Co., and
CBS-TV's By Friend Flicka, now sustaining.
(It has also produced episode for CBS-TV's
You Are There series which will go into
syndication, probably next year.)
"As an indication that our series on tele-
vision will be extended in the autumn," Mr.
Skouras said, "our television department is
developing, in addition to the programs
mentioned, a number of new one-half hour
series." He did not elaborate on these.
Nor did he enlarge upon the "important
study" now under way at 20th Century-Fox
in connection with the company's unoccu-
pied and/ or unused production lots and
facilities. Up in the air are the following
questions: Whether 20th Century-Fox will
choose to sell "for cash" assets such as
unused studio property, whether to spin
off its oil and gas operations and whether to
"distribute our library to tv stations through
our own distributing organization."
Mr. Skouras and the directors also took
cognizance of "a slight box office improve-
ment, due not only to our pictures, but also
to our use of television in the carefully-
timed release of some of our older films."
On film rentals alone — including films
to tv — 20th Century-Fox last year accounted
for $60,299,658 in the U. S. and $52,481,-
2 1 1 abroad. The tv rental picture does not
affect the corporation's overseas operations
at this time. Income from oil and gas for
1956 was over $2.8 million.
The television operations at the company
are expected to receive further airing at the
forthcoming stockholders' meeting in New
York next month.
MR. CROST MR. PICKENS
Schwimmer Names Crost, Pickens
APPOINTMENTS of Bernard Crost as vice
president in charge of sales and Arthur E.
Pickens Jr. as vice president for program-
ming at Walter Schwimmer Co. have been
announced by Walter Schwimmer. president
of the film syndication-distribution firm.
Haan Tyler & Assoc., Hollywood, Calif.,
was named to head West Coast sales opera-
tions of Walter Schwimmer Co., with head-
quarters at 5746 Sunset Blvd.
Schwimmer firm handles All-Star Golf,
Championship Bowling, Eddy Arnold Time
and other film properties, with headquarters
in Chicago and offices in New York under
Jack Arden.
WREC-TV Buys AAP Package
A CONTRACT involving nearly $1 million
was signed last week by Associated Artists
Productions with WREC-TV Memphis for
the Warner Bros, feature package. The deal
was handled by Hoyt B. Wooten, station
owner, with Don Klauber, AAP's national
sales manager, and Robert Montgomery,
AAP's account executive in Dallas.
Bartok, Paal Form Company
FILM star Eva Bartok and producer Alex-
ander Paal have formed their own company,
Profile Productions Inc., and will produce a
new television series for Screen Gems Inc.
The new program, starring Miss Bartok, is
tentatively titled Forever . . . Eva. The series
will be produced by Mr. Paal and is sched-
uled as half-hour shows.
Bonded Gets NTA Network Job
BONDED Tv Film Service, New York, has
been appointed by NTA Film Network to
tv film prints, it has been announced
by Chester M. Ross, president of Bonded.
The job entails supplying film to 133 sta-
tions, inserting commercials and inspecting.
Media Director Sold on
Audit Bureau of Circulations
FRED BARRETT
Media Director
Batten, Barton, Durstine
& Osborne, Inc., New York
"Now in its 43d year, the Audit Bureau of Circulations has long since
stabilized factual information about circidations so difficult, if not
impossible, to obtain prior to its establishment.
Because we believe that its reports are so valuable to agencies,
advertisers and publications themselves, we congratulate you as one
of the 97 publications which have joined this highly regarded
organisation during 1956, and welcome you as a fellow member."
(signed) Fred Barrett
B»T is the only paper in the vertical radio-tv field with A.B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B»T, with the largest paid circulation in its field,
is basic for subscribers and advertisers alike.
BROADCASTING
TELECASTING
THI BUS I N E 'i 9 Ml E E K L \ 0 F R k D i © A HP ¥ 1 1 E V f $ i © Hi
Page 90 • April 29, 1957
Broadcasting • Telecasting
ESSO RESEARCH works wonders with oil
Smoother, quieter flight
You're aloft, in a Viscount, but you'd scarcely know it. So free from vibration — you can balance
a house of cards . . . and noise seems left behind. Such comfort and speed is made possible
by new, jet-prop engines— engines that operate exclusively with a special
synthetic lubricant developed by Esso Research. In these and
hundreds of ways — ESSO RESEARCH works wonders with oil!
ie possible
(tsso)
Broadcasting
Telecasting
April 29, 195? • Page 91
</> <f> to
< X <
mm.
FILM
» 3
ATTENDING the formal opening of MPO Television Films Inc.'s New York pro-
duction center for tv commercials and industrial film are (1 to r): Owen Smith, vice
president, Leo Burnett Inc.; Judd L. Pollack, MPO president; Joseph H. Cullman III,
executive vice president, Philip Morris Inc.; Howard Connell, vice president, Foote,
Cone & Belding; and Edmund Rogers, account executive, N. W. Ayer.
Reynolds Buys New Ziv Series
To Begin on CBS-TV in Fall
SALE of a second tv film series produced
by Ziv Television Programs in a network
agreement was announced last week by
Ziv. The new series, whose working title
is Harbor Master, was purchased by R. J.
Reynolds Tobacco Co. through William
Esty Co. for exposure on CBS-TV this
fall. It is tentatively slated for the Thursday
8-8:30 p.m. period, with Reynolds planning
co-sponsorship with Colgate-Palmolive.
The time period currently is occupied
by The Bob Cummings Show, which Rey-
nolds co-sponsors with C-P. The Cummings
series will be sponsored by Reynolds during
the 1957-58 season and will be aired Tues-
day 9:30-10 p.m., starting Sept. 24.
Harbor Master portrays the adventures
of a New England coastal captain. Con-
siderable location photography is to be
lensed in the East. Although the titles are
similar, the new series has no connection
with Ziv's Harbor Command, a seagoing
police series due this fall in syndication
and on which several major market sales
already have been made.
Ziv's initial network sale was West Point,
currently on CBS-TV, Friday 8-8:30 p.m.,
for General Foods through Benton &
Bowles.
WNAC-TV, Crosley Buy Films;
Pay MGM-TV About $6 Million
MGM-TV Div. of Loew's has brought in an
estimated $6,750,000 in new sales of its
film library.
Latest pacts have been signed with
WNAC-TV Boston and with Crosley Broad-
casting Co. in deals reported to involve
more than $2 million and about $4 million
respectively. The Crosley seven-year ex-
clusive lease covers Cincinnati, Dayton,
Columbus and Indianapolis. The contract
with WNAC-TV was announced by Norman
Knight, executive vice president and general
manager of the Yankee Network Division of
RKO Teleradio Pictures, Inc.
WNAC-TV already has feature packages
including films from RKO, Columbia, 20th
Century Fox and United Artists. Some
weeks ago, WHBQ-TV Memphis, also op-
erated by RKO Teleradio, licensed the pre-
1948 MGM library for a sum said to be in
the vicinity of $1 million [B*T, March 4].
Another sale reported last week was lease
of the MGM library to KBET-TV Sacramen-
to for about $750,000.
VTR Won't Bring End to Film,
Snyder Assures Film Executives
New York independent film producers
and laboratory executives were reassured
Thursday that the increased use and devel-
opment of video tape recording will not
seal their doom.
Speaking before the monthly meeting of
the National Television Film Council, Ross
H. Snyder, manager of Special Product
Sales, Ampex Corp., Redwood City, Calif.,
said that in the future of television, VTR
and film will work hand-in-hand. He
granted that "there are applications in tel-
evision where tape can produce a better
quality at a lower cost (i.e., where a produc-
tion is to be played back a limited number
of times), but at the same time, there are
applications in tv where film can produce
a better picture at lower cost."
He explained that this application is
"where a film is made through a live cam-
era, later edited and copied for wide-
spread distribution." He added, "A great
many people don't realize that while VTR
can produce as good a picture as live tv
is capable of transmitting, live film (as op-
posed to "hot kine") transmits a better
picture than live tv possibly can produce."
Though Mr. Snyder admitted that "the
analogy isn't perfect . . . but not a bad one
at that," he declared that VTR and film
will have the same relationship to one an-
other as tape and discs have today in radio.
Mr. Snyder "welcomed" the opportunity
to meet with the New York film executives
because it allowed him to "clear up" several
misconceptions about VTR. He described
how Ampex VTR works and the economies
it effects through widespread use. He said
Page 92 • April 29, 1957
Broadcasting
Telecasting
NOTICE TO EDITORS — This advertisement currently appears in
leading national magazines. For more than 30 years. Metropolitan
Life has sponsored similar messages on national health and safety.
Because of public interest in the subject matter of these advertise-
ments. Metropolitan offers all news'editors (including radio news
editors), free use of the text of each advertisement in this series.
The text may be used in regular health features, health columns
or health reports with or without credit to Metropolitan. The
Company gladly makes this material available to editors as one
phase of its public-service advertising in behalf of the nation's
health and safety.
Charting a safer course against CANCER...
Just as the pilots of ships are helped to chart safer courses
bv heedins signals, so. too. have manv people been made
safe bv recognizing warning signals of possible cancer and
taking proper action.
In fact, thousands of people are aliv e and well today
because they knew cancers warning signs and were treated
in time. For vour own protection, you should know the
danger signals which are listed here.
Remember, however, that these signals do not always
indicate cancer. Rather, they may just be signs that some-
thing is wrong — and that you should see your doctor
promptly. If cancer is found, precious time will be gained
by starting treatment immediately.
Even if no svmptoms occur, it is important to have
periodic health examinations, particularly if you are 35
years of age or older. Studies show that about 95 percent
of all cancers are found in people over 35.
If people would act promptlv when a danger signal is
noticed ... if apparentlv well people would have their
doctors examine them regularly . . . the American Cancer
Society believes that the annual number of cancer cases
Cancer's Seven Warning Signals
1. Any sore that does not heal.
2. A lump or thickening in the breast or elsewhere.
3. Unusual bleeding or discharge.
4. Any change in a wart or mole.
5. Persistent indigestion or difficulty in swallowing.
6. Persistent hoarseness or cough.
7. Anv change in normal bowel habits.
sav ed could be increased 50% with weapons now at hand.
Medical science is now pushing a total attack against
cancer . . . and progress is being made in both cancer
diagnosis and treatment. Meantime, you have a responsi-
bility to yourself and others to:
1 . Have periodic health examinations
2. Know cancer's early danger signals
3. Get prompt medical care at once if any danger
signal appears
COPYRIGHT 1957 — METROPOLITAN LIFE INSURANCE COMPANY
Metropolitan Life Insurance Company
(A MUTUAL COMPANY)
1 Madison Avenue. New York 10, N. Y.
Broadcasting
Telecasting
April 29, 1957 • Page 93
unequaled
EXCLUSIVE
COVERAGE!
KEPR-TV
Pasco
0.
I
KLEW-TV
Lewiston
Effective Buying Income:
$981,563,000
Retail Sales:
$657,655,000
Food Sales:
$140,609,000
Drug Sales:
$22,603,000
Population:
563,875
Families:
172,250
Rich, prosperous and
still growing!
The nation's newest
major market offers
the best TV buy in
the West.
• PORTLAND
LEWISTON
CASCADE
BROADCASTING COMPANY
NBC
CBS
ABC
NATIONAL REPRESENTATIVE:
WEED TELEVISION
SEATTLE AND PORTLAND: MOORE AND ASSOCIATES
FILM
that there was a potential 90% reduction
in daily operating cost between tape and
film. He arrived at this figure by computing
the difference between cost of tape plus
wear-and-tear on the tape heads as against
that of the cost of film and processing.
Tape costs approximately $200 per hour-
roll, he said, and its use for 100 repetitions
will bring the cost down to $2 or $4 per
hour. Film costs, on the other hand, "vary,
depending on use." Raw stock plus process-
ing starts at $117 per hour and up, he
noted, and while tape can be erased and
re-used for other programs, film cannot.
He also detailed the four improvements
made on Ampex VTR as outlined at the
NARTB convention: "We have made pro-
visions for making copies indistinguishable
in quality from the original; we will also
be able to switch sources while recording
with little differential. There is also the pro-
vision for interchangeability of tapes be-
tween various machines, say in New York
and San Francisco, and we have improved
the facility of editing and splicing." He ad-
mitted, however, that editing of tape "is
quite a bit more difficult" than the present
film editing process and detailed the tech-
niques used by Ampex.
FILM SALES
ABC Film Syndication announces that The
Three Musketeers half-hour tv film series
has been sold to Fernand Vidal of Munich
and to Societe Cosmopolis of Paris for tv
and theatrical showings in Germany, The
Saar, Austria, France, and other French-
speaking territories, respectively.
Ziv Tv Programs, N. Y., reports that New
Adventures of Martin Kane has been sold in
87 markets, with most recent sales to P.
Lorillard & Co.. for Pittsburgh; Kroger
Stores for Columbus; Royal Cup Coffee for
Birmingham. Ala., and National Bank of
Cleveland, for that city.
Sterling Television Co. reports sale of
Bowling Time to 10 stations. Other sales
include Ballet tie France to KPLC-TV Lake
Charles, La.; Cartoon Classics to WGR-TV
Buffalo; I'm The Law to WFBC-TV Green-
ville, S. C; Jungle to KTVK (TV) Phoenix;
Little Theatre to WNEM-TV Bay City,
Mich.; Movie Museum to Disneyland Park,
Anaheim, Calif., and Sports on Parade to
WAFB-TV Baton Rouge, La.
FILM PRODUCTION
Screen Gems Inc., N. Y., plans to produce
new half-hour tv film series, The Adven-
tures of Gunga Din, starting this summer.
William Sackheim, director of program de-
velopment for SG, will guide preparation of
new programs for series.
National Telefilm Assoc., N. Y., launched
production in Hollywood on George Jes-
sel's Music Hall film series, covering 39
half-hour episodes and including such enter-
tainment personalities as Mr. Jessel (host),
Jack Benny, Bob Hope, Ethel Merman,
Sophie Tucker, Burns and Allen, and Sam-
my Davis Jr.
PROFESSIONAL SERVICES
Bilger, Letterman Join
Welch, Mott & Morgan
A FORMER assistant U. S. attorney for the
District of Columbia has joined the law firm
of Welch, Mott & Morgan, Washington, and
a former member of the firm has rejoined
the law office, it was announced last week.
Donald E. Bilger, a member of both the
District of Columbia and Virginia Bar
Assns.. was on the staff of the U. S. at-
torney's office before joining Welch, Mott
MR. BILGER
MR. LETTERMAN
& Morgan last Monday. Prior to this, Mr.
Bilger was engaged in private law practice
in Virginia and was a legal assistant to Judge
James R. Kirkland of the District of Colum-
bia Circuit Court.
John B. Letterman, a member of the
American and D. C. Bar Assns., rejoined
the law firm April 1 after spending some five
years in trial and administrative work in the
Nation's Capital. He had been a member of
the law office in 1951-52.
Mr. Bilger attended Bucknell, Colorado
and George Washington Us., where he
earned the degrees of Bachelor of Science,
juris doctor and Master of Laws, respec-
tively. Mr. Letterman, a native of the Dis-
trict of Columbia, attended Purdue and
Georgetown Us. and Georgetown U. Law
School. He has been admitted to practice
before the U. S. Supreme Court, U. S.
Court of Appeals, U. S. District Court, U. S.
Tax Court, U. S. Court of Claims and the
FCC.
PRRA Plans Expansion
In Communications Field
EXPANSION of services in the communi-
cations has been announced by Public Re-
lations Research Assoc., Washington. Sta-
tions are being offered consultation on public
relations programs, market analyses, Wash-
ington representation and other allied serv-
ices.
New members of PRRA are Vice Presi-
dent John Phillips, former Republican con-
gressman from California who completed
14 years in the House last January, and
Robert W. Miller, son of PRRA President
John Miller and onetime public relations
director for WOL Washington-Liberty
Broadcasting System. Also serving as vice
president is Dr. William A. Nielander, dean
of the School of Business and Industry, U.
of Wichita. Firm is in the Dupont Circle
Bldg.
Page 94 • April 29, 1957
Broadcasting • Telecasting
Chief Photographer Jim Whisenant of station KTRK-TY, Houston, Texas, shown above behind
the newsreel camera, uses nothing but Du Pont film for all news and feature programs. Here
he films Miss Sharon Sims for the introduction of a special feature.
Bill Gatlin, Du Pont technical representative,
watches over Jim Whisenant's shoulder as
he edits a feature film.
From camera to TV screen in 30 minutes—
with Du Pont Type 931 film
Du Pont Type 93 1 film is used exclusively for the 8000 feet of
news and feature work done each month at station KTRK-TV,
Houston, Texas. Chief Photographer Jim Whisenant tells why:
"By taking advantage of the inherent ease and speed of
processing Du Pont 931, we can film local news events up to half
an hour before air time. In one case, we finished shooting at
5:30 p.m., drove 12 miles back to the studio, had the film proc-
essed and on the air at 6:03 p.m.
"Virtually all our work is done with available light. We
have been able to 'push' 931 film to well above 250 ASA, and
while there is a small amount of grain at the extremely high
levels, it is not objectionable for television transmission. This
ability to rate film so high gives us many shots that we couldn't
normally get— and that means better news coverage, of course."
Jim Whisenant develops Du Pont Type 931 as a negative,
and polarity is switched in transmission to produce a positive
image. Jim finds he can process the film in about 10 minutes.
"It's in the drying that we really save time,'' he says. "Du Pont
Type 931 dries in less than half the time of any film I ever
used before. All in all, we couldn't ask for a better news film."
Want more information? Ask the Du Pont Sales Office near-
est you, or write to DuPont, Photo Products Dept., Wilmington
98, Del. In Canada, DuPont Company of Canada (1956)
Limited, Toronto.
DU PONT MOTION PICTURE FILM
SALES OFFICES
Atlanta 8, Ga 805 Peachtree Bldg.
Boston 10, Mass 140 Federal Street
Chicago 30, III., 4560 Touhy Ave., Lincolnwood
Cleveland 16, Ohio. . 20950 Center Ridge Road
Broadcasting • Telecasting
Dallas 7, Texas 1628 Oak Lawn Avenue
Los Angeles 38, Calif., 7051 Santa Monica Blvd.
New York 11, N. Y 248 West 18th Street
Phila., Pa. . 308 E. Lancaster Ave., Wynnewood
Export Nemours Bldg., Wilmington 98, Del.
I0P0NJ
REG, III S. FAT. OFF.
BETTER THINGS FOR BETTER LIVING
. . . THROUGH CHEMISTRY
April 29, 1957 • Page 95
STATIONS
WHITNEY FORMS TOP POLICY ARM
• Petersmeyer heads Corinthian Corp., managers committee
• Others: Taft, Richdale, McConnell, Pierce, Chapman
A NEW radio-tv entity — Corinthian Broad-
casting Corp. — was announced Friday by
J. H. Whitney & Co., private investment
banking firm and owner of four tv and two
radio stations [Closed Circuit, April 1].
Corinthian will be responsible for coordinat-
ing the stations' management policies.
Stations in the Corinthian group include
KOTV (TV) Tulsa, KGUL-TV Galveston,
WISH-AM-TV Indianapolis and WANE-
AM-TV Fort Wayne. All are affiliated with
CBS.
C. Wrede Petersmeyer, who has been
directing the Whitney broadcast activities
for several years, is president of the new
firm which will headquarter at 630 Fifth
Ave., New York. Mr. Petersmeyer is a
partner in J. H. Whitney as are the two
other principals in Corinthian: Walter N.
Thayer, board chairman, and Robert F.
Bryan, secretary and treasurer. The three
also are directors of Corinthian.
The general managers of the individual
stations will serve on a Corinthian policy
committee, chairmanned by Mr. Petersmeyer
and composed of Paul E. Taft, KGUL-TV;
James G. Richdale Jr., KOTV; Robert B.
McConnell, WISH-AM-TV; R. Morris
Pierce, WANE-TV, and Reid G. Chapman,
WANE.
For the past three years, Mr. Petersmeyer,
who is president of KOTV Inc. (KOTV) and
Indiana Broadcasting Corp. (WISH-AM-
TV) and chairman of the executive com-
mittee of Gulf Television Corp. (KGUL-
TV), has been managing KOTV actively.
Mr. Petersmeyer explained that in his
opinion, the pooling of experience and judg-
ment among the stations' management "is
the greatest asset of a multiple-station op-
eration."
"No one has a monopoly on good ideas
in the broadcasting field," is the way Mr.
Petersmeyer expressed his view on exchange
of thinking among station management
people.
He indicated Corinthian will stress the
"local" aspect of stations since they are
"essentially local in character and must be
managed locally," and because "mastermind-
ing" operating decisions from a distance is
neither possible nor desirable: "The primary
responsibility for the Corinthian stations will
continue to be vested in our strong local
managers."
But for coordinating board operating
policies in programming, engineeering, sales,
sales promotion, advertising and research,
Corinthian will be the vehicle used.
In addition to announcing Corinthian's
formation, Mr. Petersmeyer reported several
appointments to key posts. George G.
Jacobs, a veteran of technical and design
phases of broadcasting, as director of en-
gineering; Charles H. Smith, formerly direc-
tor of research for WCCO-AM-TV Min-
neapolis and at one time for CBS owned
and operated stations, as director of re-
search, and Johnston F. Northrop, as as-
sistant to the president. Staff appointments
in programming, sales, sales promotion and
advertising will be made at a later date.
Corinthian also appointed Anderson &
Cairns, New York, as its advertising agency
with Covington & Burling its legal counsel
and A. D. Ring & Assoc., its engineering
consultant.
A symbol selected for Corinthian: The
Corinthian column with the theme of "Re-
sponsibility in Broadcasting."
Mr. Petersmeyer, who will return shortly
to New York from Tulsa, was president of
KOTV for the past three years and until last
At KOTV, Mr. Richdale initially was com-
mercial manager, becoming assistant general
manager in March 1956, and in November
of that year, vice president and general man-
ager. In January of this year, Mr. Richdale
was elected to the KOTV Inc. board.
Mr. Taft, president and general manager
of KGUL-TV, organized the station in 1952,
and by March 1953 it began broadcast op-
erations as one of the first post-freeze tv
stations. A U. S. Naval Academy graduate
(1938), Mr. Taft entered business in Texas,
serving as assistant to the president of the
Duncan Coffee Co. until 1952. Since that
time, Mr. Taft has been actively operating
KGUL-TV, dividing his time between the
Houston and Galveston studios. He is on
the board of directors of the Galveston
Chamber of Commerce and the First Na-
PETERSMEYER
TAFT
RICHDALE
McCONNELL
PIERCE
November its general manager. KOTV was
the first of the Whitney-owned stations. He
has been associated with J. H. Whitney &
Co. since 1947, is a graduate of the U. of
California and the Harvard Business School.
He is a member of NARTB's Tv Board and
of Television Bureau of Advertising's re-
search committee.
Mr. McConnell, who is vice president and
general manager of WISH-AM-TV, joined
WISHs staff in 1941 when the station was
in the process of being built. He served in
engineering, continuity, traffic and sales, as-
suming his present post for WISH in 1946,
while serving also as vice president of
WHBU Anderson, Ind.
He was instrumental in helping place
WISH-TV on the air. Construction on the
station began early in 1954, and it was on
the air by July that year.
A veteran in the radio business, Mr.
Pierce entered the field in 1925, serving be-
tween that year and World War II, as chief
engineer at WXYZ Detroit, WJAY Cleve-
land, WWVA Wheeling and WGAR Cleve-
land. During the war, he served with the
Warfare Bureau in North Africa and later
was engineer in charge of psychological
warfare, continental operations, American
Expeditionary Forces.
After the war, Mr. Pierce became vice
president in charge of engineering for the
Goodwill Stations in Cleveland, Detroit and
Los Angeles, moving on to Fort Wayne in
1953 after having served as president and
general manager of WDOK Cleveland.
Mr. Richdale joined KOTV in November
1 954 after an association with Edward Petry
& Co., New York, station representative,
and the Yankee Network and WNAC-TV
Boston where he was sales service director.
tional Bank there.
Mr. Chapman's background includes 13
years service with WISH Indianapolis and
shorter stints at WAOV Vincennes and
WHOT South Bend. His WISH association,
which preceded his appointment at WANE
as general manager in January 1956, in-
cluded various positions such as music
librarian, announcer, disc jockey, salesman,
program director and promotion director.
DuMont Out To Buy
KTLA (TV) In Stock Deal
DUMONT Broadcasting Corp. last week
came up with a proposal to purchase Para-
mount Television Production Inc.'s KTLA
(TV) Los Angeles in exchange for between
700,000 and 800.000 shares of DuMont
capital stock, subject to FCC approval.
The transaction would represent a dollar
value in the $6 million to $7 million range.
DuMont stock is being traded over the coun-
ter at prices of 8% to 9.
The proposal was disclosed in the notice
of the annual meeting of DuMont stock-
holders distributed last week. The meeting
is scheduled May 13.
Spun off from Allen B. DuMont Labs, in
the fall of 1955, DuMont Broadcasting only
last month announced its intentions of pay-
ing a record price of $7.5 million for
WNEW New York, purchasing the inde-
pendent outlet from President-General
Manager Richard Buckley, J. D. Wrather Jr.
and John L. Loeb. Like the KTLA proposal,
the WNEW acquisition also is subject to
FCC and stockholder approval. Mr. Buckley
will receive DuMont stock for his 25%
interest in WNEW and is nominated to suc-
ceed Ted Cott, DuMont vice president, as
Page 96 • April 29, 1957
Broadcasting • Telecasting
a member of the DuMont board of directors
(see separate story).
DuMont Broadcasting operates WABD
(TV) New York and WTTG (TV) Wash-
ington.
Paramount Television Productions is a
wholly-owned subsidiary of Paramount Pic-
tures Corp.. a major Hollywood studio,
which in turn is the largest single stock-
holder in DuMont. having a 26.6% share.
Mr. Buckley would become the second
largest shareholder with 10% if the WNEW
sale is approved. He is slated to become
president of the WNEW division under Du-
Mont ownership and continue as WNEW
manager.
Included with the acquisition of KTLA.
DuMont would acquire 100% interest in
Famous Music Corp.. which owns Para-
mount Music Corp.: 50% of the stock of
Gomalco Music Corp. The latter two half-
interests are the entire holdings of Para-
mount in those music firms.
KTLA is the second of the six Los An-
geles tv outlets to be "on the block'" in the
past few weeks. KCOP (TV) there was re-
ported as being sold by Copley Press Inc.
for S4 million to a syndicate headed by
Kenyon Brown and Bing Crosby [B»T.
COTT SAYS H
REALIGNMENT of the board of di-
rectors at DuMont Broadcasting Corp..
to be taken up at the stockholders'
meeting May 13. will see Richard D.
Buckley. WNEW president, added,
and Ted Cott. DuMont vice president,
dropped. Mr. Buckley will own 150,-
000 shares of the corporation while
Mr. Cott presently holds "only a
couple of hundred."
Though reports circulated widely
last Thursday that Mr. Cott's removal
from the board presaged his exit from
DuMont. Mr. Cott himself noted that
he "had heard nothing from any
sources at DuMont. either from Ber-
nie Goodwin or Dr. DuMont himself."
that would indicate such a move is in
the making. He said. "Board member-
ship simply reflects stock ownership.
E'S STAYING
and Mr. Buckley with 10% owner-
ship, will hold the second largest
amount of shares in the company."
He said his contract runs through
Dec. 31. The "only discussion" Mr.
Cott has had, he said, was with Armand
G. Erpf, general partner in Carl M.
Loeb. Rhodes & Co.. New York in-
vestment house, and a director of Du-
Mont. concerning the directorship.
Bernard Goodwin. DuMont Broad-
casting Co. president, said "It is ab-
solutely untrue" that Mr. Cott was "on
the way out."
Mr. Cott himself added a note-
worthy postscript: "Since I've come
to DuMont." he said, "both stations
(WABD [TV] New York and WTTG
[TV] Washington) have been in the
black.
April 8], Messrs. Brown and Crosby and
associates own KFEQ-AM-TY St. Joseph.
Mo.: Mr. Brown owns KWFT Wichita Falls
and KLYN Amarillo. both Tex.: 50% of
KANS Wichita. Kans.. 49% of KBYE Okla-
homa City and 3316% of KGLC Miami.
Okla.
The DuMont statement disclosed finan-
cial reports for KTLA showing that the sta-
tion has been operating with a deficit. For
In the lap of luxury all the way
This is United's Red Carpet* Service:
softly spacious seats, soothing music
takeoff. Cocktails and superb meals
with the compliments of United's
own master chef. Club lounge, games,
delicious snacks. Service that's
thoughtful and swift. And you're
there before you know it, in the
magnificent DC-7, world's fastest
airliner. (A final friendly Red Carpet
plus: extra fast luggage delivery.)
Next time, pamper yourself with
Red Carpet Service. It costs
not a cent extra. For reservations,
call United or an authorized
travel agent.
before
Red Carpet Honstop Service coast-to-coast and
to 15 cities including Honolulu.
*"Red Carpet" is a service mark used and owned by United Air Lines, Inc.
Broadcasting • Telecasting
April 29. 1957 • Page 97
DATELINES OF THE WEEK
A sampler of radio and television news enterprise
STATIONS
the fiscal year ended Dec. 31, 1955, KTLA
reported an end-of-period deficit of $512,-
536. Comparable deficit figure for Dec. 29,
1956, was $485,770. Gross revenue in 1955
was slightly over $4 million and in 1956
was $3.9 million-plus. Income during the
first four weeks of 1957 totaled $176,694,
short of expenses in that period by $39,578.
Mr. Buckley and DuMont president
Bernard Goodwin are due in Los Angeles
for inspection of KTLA facilities, located on
the old Warner Bros, lot in central Holly-
wood now occupied by Paramount Sunset
Corp., which has the old movie studio as a
modern tv film production plant and is rent-
ing these facilities to tv film producers.
Mr. Wrather, Texas-California oilman, is
owner of 38.9% interest in KFMB-AM-TV
San Diego and is buying KERO-TV Bakers-
field, Calif, for $2.15 million [B»T, March
18]. He also holds a grant for ch. 44 WJDW
(TV) Boston and ch. 1 3 KYAT (TV) Yuma,
Ariz. He owns the Lassie and Lone Ranger
series.
Dryfoos Named 'Times' President
ORVILLE E. DRYFOOS. vice president of
The New York Times since 1954, last week
was elected president, succeeding his father-
in-law, Arthur Hays Sulzburger, who was
named chairman of the board. Mr. Dryfoos,
who joined the newspaper in 1941, also is
president and director of Interstate Broad-
casting Co., a subsidiary of the newspaper,
which owns and operates WQXR-AM-TV
New York.
ST. PETERSBURG — New proof that it pays
to advertise — not only for admen, but for
newsmen too — comes from WSUN-TV St.
Petersburg, Fla. Station call letters em-
blazoned on a staff car helped the WSUN-
TV staff off to a fast start on a double mur-
der story and resulted in the first pictures
of victims and accused murderer on the
air, WSUN-TV says.
As news photographer Wilbur Pilsbury
made his way home in the staff car one
evening, another car drew up beside his,
and the driver tipped Mr. Pilsbury off on
the murder. The cameraman contacted his
colleague, Bill Borgschulze, and the two
brought in first pictures from the crime
scene and from the police station as the
accused was brought in.
CHARLESTON — When a severe explosion
rocked a chemical plant, injuring several
persons in Nitro, V/. Va., a fortnight ago,
WCHS-AM-TV Charleston, W. Va., 15
miles away, had bulletins on the air in 19
minutes and television pictures following
in 95 minutes. Two cameramen. Bill Kelley
and Dave Riley, later had to be hospitalized
briefly for treatment from the effects of
noxious fumes they had inhaled while cov-
ering the story; but not before they had
raced back with their film and developed
it in 26 minutes, finishing the job while
theme music for the news show still was
playing. WCHS and WCHS-TV originated
feeds for other stations as far away as
KING-TV Seattle.
DECATUR— WSOY Decatur, 111., made lo-
cal history when Harold Jensen, station
newsman, took a tape recorder into court
to interview prisoners, the station says. He
talked with two teenagers charged with
vandalism in defacing a school gym. The
interviewees, their identities concealed, gave
frank answers into Mr. Jensen's microphone,
saying their escapade was conducted for
"fun" and "amusement." The WSOY news-
man had to get permission from the state's
attorney, the court and the sheriff to make
the unprecedented tape.
PORTLAND — Spring gales in this Oregon
city two weeks ago buffeted two freighters
into Hawthorne Bridge, threatening to knock
it down. Newsmen of KOIN-AM-TV Port-
land had only to look out over the studio
rooftop to give listeners and viewers the
dramatic account of a battle by tugboats to
pull away the freighters and save the bridge.
A camera was dragged up from the studios
to give live video coverage to the near-disas-
ter 1,000 feet away. The rooftop remote
was the only tv treatment the story got,
KOIN-TV reports. CBS Pacific Radio Net-
work made use of the KOIN coverage a
few hours after the crisis.
LOS ANGELES— Down the coast, KNX Los
Angeles says a telephoned tip the night of
April 15 enabled the station to beat wire
services by a half-hour with the first report
of L. Ewing Scott's capture in Canada. Mr.
Scott, accused of murdering his wife, was
brought back to Los Angeles after the ar-
rest in Windsor. KNX checked the first tip
with Canadian authorities and put news of
the arrest on its Ten O'Clock Wire, follow-
ing an hour later with a telephone-taped
eyewitness report by a Canadian reporter.
The station stayed ahead of the story, it
claims, through the next day, when Mr.
Scott confessed his identity and it later was
confirmed by the FBI.
NASHVILLE — After a reported mass suicide
attempt by Hungarian refugees in Vienna,
WSM-AM-TV Nashville dispatched Bill
Williams, recently appointed director of
news and special events [B»T. April 22],
to Vienna, Austria, to get the current refugee
story on tape and film. During his two-
week stay, Mr. Williams is sending back
daily tapes and film, augmented by direct
telephoned reports.
DENVER — Hugh B. Terry, president and
general manager of KLZ Denver, is back
from the Caribbean and has unpacked tapes
recording an earthquake account, midnight
voodoo chants recorded on a concealed
unit, a jungle trek far into the back coun-
try where he talked to the head of the Al-
bert Schweitzer Memorial Hospital, sounds
of calypso and merengue dances and music,
and other features collected on the trip.
The taped impressions have been edited into
a special series being heard Sundays. 6:30-7
p.m.
SPOTLIGHTING
SCRIPTS
from the
SESAC Transcribed Library
Saleable scripts for the SPOT advertiser
or for the 15 minute and half hour show.
Fiesta Time
Polka Party
Magic Holiday
Tuneful Topics
Music We Remember
Polynesian Nights
Here Comes The Band
Mr. Muggins Rabbit
American Folk Music
Little White Chapel
Rendezvous With Maltby
For information on SESAC's
"Scripts and Discs" offer
Write . . .
Sesac, Inc.
THE COLISEUM TOWER
10 COLUMBUS CIRCLE
NEW YORK 19, N. Y.
Page 98 • April 29, 1957
Broadcasting • Telecasting
BACK where it began, the WIP Philadelphia microphone is stationed in the seventh
floor galley of Gimbel Bros, store for WIP*s 35th anniversary '"Then and Now"
exhibit. Ray Lloyd (1), with 31 years of WIP service, has just discharged the switch
to a magnesium wire-threaded ribbon to officially open the exhibit. Benedict Gimbel
Jr., president of WIP. is behind the mike with (1 to r) Arthur C. Kaufmann. ex-
ecutive head of Gimbel"s: Louis C. Purdy. deputy- director of commerce of Phila-
delphia, and Theodore A. Smith. RCA vice president for defense electronics products.
Storer Nets $1.28 Million
In First Quarter of 1957
A STATEMENT by Storer Broadcasting
Co.. Miami Beach, shows net earnings this
year of SI. 286.445 through March 31
compared with SI. 450.242 for the first
quarter of last year.
Earnings per share for this quarter
amounted to 51.9 cents, compared to 58.6
cents for the same period last year. Per-
share earnings are based on the combined
total number of Common and Class B Com-
mon shares outstanding at the end of the
period.
Current annual dividend rate on 973.610
shares of common stock outstanding is
SI. 80 per share, and the rate on 1.501.140
of B Common is 24 cents per share. Storer
stations are WGBS-AM-TV Miami, WJBK-
AM-TV Detroit. WJW-AM-TV Cleveland.
WSPD-AM-TV Toledo. WAGA-AM-TV
Atlanta. WWVA Wheeling. KPTV (TV)
Portland. Ore., WIBG-AM-FM Philadelphia
and WPFH (TV) Wilmington. The firm has
filed for FCC approval to sell WBRC-AM-
TV Birmingham to Radio Cincinnati Inc.
(WKRC-AM-TV -Cincinnati Times-Star) .
NBC's WRCV and WNBC (TV)
Announce New Rate Cards
NEW rate cards were issued last week by
two NBC o&o stations, WRCV Philadelphia
and WNBC (TV) West Hartford-New Brit-
ain, Conn.
The new radio rates for WRCV reflect an
increase for the 6:30-9 a.m. period from
S45 to S50 per announcement. But at the
same time. Class 1 nighttime announcement
rates have been decreased from S55 to $45
for one-minute or 20-second spots.
So far as WNBC rates are concerned,
an official of NBC Spot Sales pointed out.
the basic change is that of taking the former
Class A time of 7:29 p.m. to 10:30 p.m..
and making it Class AA time. The rate in-
crease amounts to S20 per hour, or from
S120 to S140.
WRCV Sales Director Hal Waddell
pointed out in a letter to timebuyers and
other agency officials that orders placed
prior to May 1 "for a starting date before
May 15" will be credited at the current
rate and will be entitled to six months pro-
tection, also at the current rate, "providing
there is no lapse in the schedules."
'Luther' on WBKB (TV) Drew
55% Share, Says ARB Study
WBKB (TV) Chicago drew 55% of the
available audience share last Tuesday for
the first hour (10-11 p.m.) of its "Martin
Luther" film, according to an American Re-
search Bureau study conducted for the ABC
owned outlet.
The station claimed a 28.2 rating, with
51% of Chicago viewers tuned to ch. 7,
more than the combined figures for the city"s
three other tv outlets. ARB gave WBBM-TV
8.8, WGN-TV 8.4 and WNBQ (TV) a 5.6.
Audience share and actual ratings were
close to those reported by WISN-TV Mil-
waukee for the world tv premiere of the
controversial feature film early last month
when it claimed over 56% and 26.6 respec-
tively [B»T, March 25]. The WBKB show-
ing was sponsored by Community Builders
Inc. in the station's Movietime, U.S.A. strip.
WSOC-TV Goes on the Air
WSOC-TV Charlotte. N. C. was scheduled
to begin its first commercial telecast yester-
day (Sunday) on ch. 9 with a 15-minute
dedication program at 2:45 p.m.. according
to Larry Walker, executive vice president,
1 , . ucuiTHFPRO "6000" Lost
ufuj TELEPRO "6000" Lost word
New MOD V>« new 1957 TelePrompTer N lePrompTer
CLOSED-CIRCUIT television services.
TeTePROMPIER LORPORAIION
3 1 1 West 43rd St., New York 36, N. Y. • JUdson 2-3800
HERBERT W. HOBLER, V. Pres. Sales JAMES BLAIR. Eqpt. Sales Mgr
LOS ANGELES • CHICAGO • WASHINGTON. D C. • PHILADELPHIA
DETROIT • MIAMI • TORONTO • LONDON
Broadcasting • Telecasting
April 29, 1957 • Page 99
STATIONS
who noted the station already is in the black.
The station is owned by WSOC Inc. which
was awarded a construction permit last De-
cember. Principals are Earl J. Gluck, presi-
dent; E. E. Jones, vice president; Hunter
Marshall and family; R. S. Morris, and Mr.
Walker.
Asher Goes To Golden West
JOHN M. ASHER, advertising and promo-
tion director for KNX Hollywood and the
Columbia Pacific Radio Network, joins
Golden West
Broadcasters today
(Monday) to as-
sume similar re-
sponsibilities.
In his new posi-
tion, Mr. Asher
will direct adver-
tising and promo-
tion for KMPC
Los Angeles,
KSFO San Fran-
cisco, and Golden
West Features, the
sports - packaging
subsidiary of Golden West.
Mr. Asher first joined KNX in 1944 as
a member of its guest relations department.
A year later he was named assistant to the
station's sales promotion manager.
In 1953 Mr. Asher went to KABC-TV
Los Angeles to direct promotion and public-
ity, but returned to KNX in 1954.
Crosley Promotes Eric Jensen;
Gray Named WLWD (TV) Head
ERIC JENSEN, general manager of Cros-
ley's WLWD (TV) Dayton, Ohio, has been
appointed administrative assistant to John
T. Murphy, vice president in charge of tele-
vision of the Crosley Broadcasting Corp.
(WLW-WLWT [TV] Cincinnati, WLWC
[TV] Columbus. WLWD, WLWA [TV] At-
lanta).
Robert B. Dunville, Crosley president,
who announced the promotion as effective
May 1, said at the same time that George
Gray, general sales manager of WLW, will
succeed Mr. Jensen as general manager of
WLWD.
Mr. Jensen joined WLWD in June last
year after more than eight years with J.
Walter Thompson Co. He directed and pro-
duced several network and local shows, in-
MR. ASHER
MR. JENSEN
MR. GRAY
it's RADIO active
ffuyi'Hfl Power InlM'is Here tey
$463,891,000*
Annual Effective Buying Income
(253,000 People)
$1,827*
Annual per capita Effective Buying Income
($200 above the national average)
$5,955*
Annual per family Effective Buying Income
($500 above the national average)
"Stake out your claim" on this market by placing a
schedule of advertising on WOC — NOW!
WOC is 5000 watts . . . 1420 Kc . . , and an NBC
Affiliate.
*Sales Management's "Survey of Buying Power - 1956"
Col. B. J. Palmer, President
Ernest C. Sanders, Manager
Mark Wodlinger, Sales Mgr.
Tri-City Broadcasting Co., Davenport, Iowa
WOC
Peters, Griffin, Woodward, Inc.
Exclusive National Representatives
eluding Believe It or Not and Lux Video
Theatre. Mr. Gray came to Crosley as na-
tional sales representative of WLWD in
June 1954, moving up to general sales man-
ager in February 1955 and becoming gen-
eral sales manager of WLW in March this
year. He formerly served with WKNA
Charleston. W. Va., as manager, and
WKNA-TV as general sales manager.
Nils Granlund, Early Radio Star,
Dies After Automobile Accident
NILS T. GRANLUND, 65, radio-tv and
nightclub producer who during the early
1920s was business manager and entertainer
on WHN (now WMGM) New York, died
in Las Vegas April 24 following an auto-
mobile accident. Known by his initials as
"N.T.G.." Mr. Granlund is credited with
helping bring showmanship to early radio
through use of vaudeville and nightclub acts.
When Marcus Loew leased WHN from
George Schubel of the Brooklyn Ridgewood
Times in 1922 for $100 a week for 10 years,
Mr. Granlund was assigned to the station.
WHN then was the second outlet in New
York and among the first 10 to begin broad-
casting in the U. S., WMGM has claimed.
In addition to serving as business manager
and entertainer, Mr. Granlund for several
years was program director and announcer.
In his recent biography, Blondes. Bru-
nettes And Bullets, Mr. Granlund reported
that in later years he learned his nightly-
poetry reading program had been used to
signal rum-runners off the Atlantic Coast
during the prohibition period, the signals
consisting of the type of poetry requested
by a "listener."'
Cline Appointed to Manage
Christal's Chicago Office
APPOINTMENT of Neil Cline, station man-
ager of WHAS-AM-TV Louisville, as mana-
ger of the Chicago
office of Henry I.
Christal Co., sta-
tion representation
firm, along with
the addition of
three other people
in an expansion
move, are being an-
announced today
(Monday) by Hen-
ry I. Christal, pres-
ident.
Added were Tom
Klement to the
New York sales staff; Robert Hund to Chris-
tal's Detroit office, and Kirk Munroe initially
to the New York office and later to Atlanta
when Christal's sixth branch office is opened
there this summer.
Mr. Cline has been in the radio field since
1938 when he joined the staff of WHAS. He
served from 1946 to 1949 as sales manager
of KTBS Shreveport and then returned to
WHAS as sales director. He was placed in
charge of WHAS-AM-TV operations in
1952, supervising sales, and in that same
year was made stations manager, becoming
responsible for the Louisville Courier-Jour-
nal and Times broadcasting properties.
MR. CtlNE
Page 100
April 29, 1957
Broadcasting
Telecasting
faugh Halff Jr. Announces
Changes at WOAI-AM-TV
'HUGH HALFF Jr., new board chairman of
(Southland Industries Inc., operator of
WOAI-AM-TV San Antonio, Tex., has an-
nounced a reorganization of management
lof the firm. Mr. Halff is the son of Hugh
;Halff, who headed the organization until his
jdeath April 14.
New appointments: James M. Gaines,
until now vice president and general mana-
: ger. named president and general manager;
George C. Beaury, secretary, promoted to
vice president and treasurer; Charles L.
Jeffers, director of engineering, to vice presi-
dent: Howard R. Branch, assistant secretary,
to secretary; Thelma Prince, accountant, to
assistant secretary; board members: Mr.
Halff. Mr. Gaines and Mr. Beaury.
Mr. Halff left the U. of Texas, where he
| was a senior, to take over management of
the stations at his father's death. He had
been working at the stations during college
vacations.
WCIA-TV Boosts Rates
WCIA-TV Champaign, 111., will increase
its rates effective May 15 by instituting rate
card No. 6. On the same date a revised
"10 Plan" will also be applied.
The station attributed the hikes to the
findings of Nielsen Coverage Survey No. 2.
It also said that all schedules running as of
May 15 will be protected for 26 weeks be-
yond that date "if there is no interruption in
schedule."
The class AA hourly rate will be $900
and the ID rate $95.
Meredith Presents Tv Gear
THE Meredith Publishing Co., Des Moines,
operating WOW-TV Omaha and three other
tv outlets, presented the U. of Kansas with
a 5-kw tv transmitter which formerly was
the property of one of its stations.
The gift was announced last week by
E. K. Hartenbower, general manager of
the Meredith stations. In a letter, Fred Bo-
hen, Meredith president said, "We welcome
this opportunity to be able to give some
support to the growth of educational tel-
evision."
L O. Fitzgibbons Dies at 56
FUNERAL services were held in Rockford,
111., April 15 for L. O. Fitzgibbons, 56,
former manager and part owner of WRRR
Rockford, who died after several months'
illness.
Mr. Fitzgibbons, who had been in radio
since its early days, had disposed of his in-
terest in WRRR about a year ago. Before
that he was commercial manager of WOC
Davenport, Iowa, for about 10 years. He
also was at one time associated with radio
stations in Indianapolis, Des Moines, and
Omaha.
He is survived by his wife, Hazel, and a
son James.
New KOPO Call: KOLD-AM-TV
KOPO-AM-TV Tucson, after 10 years'
operation under that call, will change its
letters to KOLD-AM-TV, effective approxi-
mately May 1. But the stations will remain
associated with KOOL-TV Phoenix as the
Arizona Television Network.
Indispensable . . .
in the
Advertising
World
NATIONAL REGISTER PUBLISHING CO., Inc.
147 WEST 42nd ST., NEW YORK 36, N. Y.
333 NO. MICHIGAN AVE., CHICAGO 1. ILL.
Broadcasting • Telecasting
April 29. 1957 • Page 101
STATIONS
£
STOCKHOLDERS of Transcontinent Tele-
vision Corp. and WGR Corp. last Tues-
day approved merger of WGR-AM-TV
Buffalo into Transcontinent. Signing the
documents are (1 to r) J. Fred Schoell-
kopf, president of Niagara Share Corp.,
and vice president of Schoellkopf, Hutton
& Pomeroy, New York and Buffalo in-
vestment banking firm; George F. Good-
year, president-chairman of the board of
WGR Corp., and Arthur Victor Jr.,
president of the Navic Corp. Standing (1
to r) are J. Eugene McMahon, Buffalo
attorney; Seymour Knox III, partner in
Dominick & Dominick. Buffalo law firm;
Paul Schoellkopf, Transcontinent chair-
man of the board; Van Beuren W. De-
Vries, station manager of WGR-TV;
Felix L. Piech, and William Lutz. David
C. Moore, president of Transcontinent,
was absent from the meeting. Transcon-
tinent is licensee of WROC-TV Rochester
and owns 50% of WSVA-AM-TV Har-
risonburg, Va.
In announcing the merger approval
Mr. Goodyear said appointment of Mr.
DeVries as WGR-TV station manager
[B«T, April 22] had been approved by
the WGR Corp. board. Nat L. Cohen
continues as WGR- AM station manager
and Karl B. Hoffman as engineering vice
president for both outlets. William B.
Fay, vice president, manages WROC-TV.
Hamilton Shea, 50% owner of the Har-
risonburg stations, also manages them.
Transcontinent will apply to the FCC
for approval as licensee of the Buffalo
radio and television properties.
Ricker Heads WNBQ (TV) Sales
RICHARD G. RICKER, account executive
in NBC Central Div. tv network sales, last
Monday was ap-
pointed sales man-
ager of WNBQ
(TV) Chicago, it
was announced by
Jules Herbuveaux,
NBC vice president
and general man-
ager of WNBQ-
WMAQ that city.
Mr. Ricker, who
has been associated
with the network's
Today - Home -To-
night Chicago unit
and earlier with WNBQ sales the past two
years, will report to Russell G. Stebbins, the
station's director of tv sales. He succeeds
Floyde E. (Bud) Beaston, who resigned to
become midwest tv sales manager for Storer
Broadcasting Co. stations [B»T, April 22].
New Appointments at WBZ-TV
JAMES E. ALLEN has been promoted from
advertising and sales promotion manager to
sales manager of WBZ-TV Boston, succeed-
ing C. H. Masse who resigned last week.
Mr. Allen joined WBZ-TV in March
MR. RICKER
1956. Mr. Masse will make his future plans
known after a pleasure trip to the South.
Meanwhile. Donald H. Edgemon, who
joined WBZ-TV last August, was named to
replace Mr. Allen.
REPRESENTATIVE APPOINTMENTS
WDOK Cleveland appoints Weed & Co.
WTIC-TV Hartford, Conn., appoints Har-
rington, Righter & Parsons. Station has set
Sept. 1 as target date.
KOBY San Francisco appoints Edward Pe-
try & Co., except for L. A. area which will
be represented by Forjoe & Co., effective
June 1.
WOSH Oshkosh, Wis., appoints Burn-Smith
Co.
STATION PEOPLE
Charles D. Bishop, program manager,
WSUN-AM-TV St. Petersburg, to WPIC
Lake Wales, both Fla., as vice president-
general manager.
Charles W. Stone, commercial manager,
WAMS Wilmington, Del., promoted to gen-
eral manager.
Lester Sturgill, chief engineer, WLWD
Dayton, Ohio, resigns effective May 15.
Odell Hartis, engineer, WSOC Charlotte,
N. C, named as engineer for WSOC-TV.
Don Husted, KAVE-AM Carlsbad, N. M.,
promoted to assistant general manager of
KAVE-AM-TV. Ed Teer, manager, KAVE-
TV, resigns and Eddy Carey, announcer,
promoted to program director for KAVE-
TV.
Robert O. Paxson, local-regional sales man-
ager KTVH Wichita-Hutchinson, Kan., to
KETV (TV) Omaha, Neb., as sales manager.
W. H. (Red) Henry, WSJS Winston-Salem,
to WBIC Greensboro, both N. C, as sales
director.
Lee Ellis, producer-director, KFSD-TV San
Diego, named program director of KFSD-
AM-FM.
William G. Moody, commercial production
manager, KIMA-TV Yakima, promoted to
program director of KEPR-AM-TV Pasco,
both Wash. KEPR-TV is satellite of KIMA-
TV. William Keeling, production assistant
at KIMA-TV, succeeds Mr. Moody.
Kent Buckhart, program director, KXOL
Fort Worth, Tex., to WQAM Miami as pro-
gram director.
Ted Royce, continuity director, WPAC
Patchogue, N. Y., to WKIT Garden City,
N. Y. John Frogge to WKIT as news di-
rector-analyst.
Bob Robertson, WNDU-TV South Bend,
Ind., and Paul Schuett, announcer, KWLK
Longview, Wash., to KTNT-AM-FM-TV
Tacoma, Wash., as sports director and an-
nouncer, respectively.
Paul E. Lucas, assistant program manager,
WTIC Hartford, Conn., and Fred L. Wade,
chief announcer-auditions manager, named
program manager and production manager,
respectively.
Fred May, formerly program director, KTIP
Porterville, Calif., to KHON Honolulu,
Hawaii, as announcer-production manager.
Suzanne Hart, traffic-continuity department,
WIL St. Louis, named traffic manager.
Nathan Brook named commercial sales man-
ager of KNBX Kirkland Wash.
Professor Kenneth H. Jehn, research mete-
orologist in electrical engineering research
lab at U. of Texas, to KTBC-AM-TV Aus-
tin, Tex., as weather consultant.
REPRESENTATIVE PEOPLE
William K. Winterble, radio sales staff, The
Katz Agency,
L. A., transfers to
company's N. Y.
radio sales staff ef-
fective May 1. He
succeeds H. D.
Neuwirth who
joins John Blair
Co.
Frank G. King to
George P. Holling-
bery. L. A., for
special sales de-
mr. winterble velopment work.
Page 102 • April 29, 1957
Broadcasting • Telecasting
your best
salesman!
NETWORKS
ABC-TV Sends Test Signals
Using 'Vertical Interval'
ABC-TV reported last week it is transmitting
test signals aimed at maintaining quality of
tv pictures by assuring uniformity or recep-
tion during actual program broadcasts.
According to Frank Marx. ABC vice pres-
ident in charge of engineering and general
services, the network is transmitting the
signals in the "vertical interval," or the space
that appears at the top of the tv picture.
This area is not visible on home screens
when the picture is in sync: but when out
ABC-TV's signals for maintaining pic-
ture contracts appear on the screen in
the "vertical interval." as shown by
this picture (two vertical lines at top
left and right corners). These signals
are normally blocked out by the mask
on the home set. The waveform mon-
itor in the ABC master control room
appears below the picture monitor.
The waves registering the lights and
darks of the picture are referenced by
the straight lines at the top of the
monitor scale which are produced by
the signals.
' of sync the viewer sees the top of one pic-
j ture and the bottom of another.
The system of test signals in program
. transmission during the vertical blanking
interval was detailed at last month's Institute
of Radio Engineers convention in New York
[B«T. March 25].
"These signals," Mr. Marx said, "make it
possible to do something never done in radio,
namely, test the thousands of transmission
lines and pieces of equipment along the
route to American homes while programs
are in progress."
The svstem utilizes four of the 525 lines
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transmitted in each tv picture when the net-
work is on the air. At each point along the
route traveled by the picture, engineers
watch their waveform monitors and their
moving screen lines which indicate whether
a picture is too light or too dark, and then
set levels for correct picture contrast. Pic-
ture level or contrast is calibrated on the
IRE unit scale.
Before it goes on the air ABC-TV also is
feeding signals — and occupying the whole
screen — to determine the characteristics of
lines and equipment. The new "vertical in-
terval" technique — technically called ampli-
tude reference signals — permits testing with-
out interference to the picture being trans-
mitted.
Equipment used by ABC for both tests is
made by Telechrome Inc. Tests are being
conducted continuously by ABC-TV with
FCC approval.
CBS-TV Affiliation Switch
Would Boost Service — Stanton
CBS-TV's proposed transfer next year of its
tv affiliation from WCHS-TV Charleston,
W. Va.. to nearby WHTN-TV Huntington
would be done to provide better service for
the entire area. CBS President Frank Stan-
ton told Rep. Robert C. Byrd (D-W. Va.) in
a letter last week.
Over a long period of time. Dr. Stanton
said in his reply to a letter from Rep. Bvrd.
"CBS-TV, through WCHS-TV. has not been
competitive in the whole area with NBC.
through its [NBC's] affiliate, WSAZ-TV
[Huntington]."
Dr. Stanton's reply came in answer to a
protest letter April 10 from Rep. Byrd,
who said the announced transfer of CBS-
TV's affiliate from Charleston to Hunting-
ton would give the latter city two network
affiliates and "leave Charleston . . . with
none" [At Deadline. April 15]. The con-
gressman noted that "WCHS has just gone
to the expense of constructing a new tower"
with the knowledge and approval of CBS'
engineering department. He said if the trans-
fer is made, some Charleston citizens will
have to purchase new antennas to pick up
broadcasts from Huntington.
Dr. Stanton also stated in his answer that
a recent average night survey revealed that
"WSAZ-TV was viewed by 254.010 families,
whereas for WCHS-TV. the corresponding
figure was 155.070 families. This was below
the relationship between NBC and CBS on
a nationwide basis.
NBC Names Shaffner to Direct
Sales Planning for Tv Network
DEAN SHAFFNER will join NBC May
20 as director of sales planning, television
network sales, it was anounced Thursday by
Don Durgin. vice president, sales planning,
television network sales. NBC. This is a new
position. Mr. Durgin said.
Mr. Shaffner has resigned as vice presi-
dent in charge of sales development and re-
search for the ABC Radio Network. ABC
has not chosen a successor.
Mr. Shaffner previously had been director
of sales development and research for ABC
Radio, director of research for ABC Radio
Portland's Five
Biggest Food Chains
are long-term
advertisers only
on K0IN radio
Fred Meyer
22
years
Kienow's
10
years
Piggly-Wiggly .
7
years
Safeway
6
years
Columbia Markets
6
years
Profit proven by
on-the-spot advertisers
KOIN
Radio
Portland, Oregan
Represented Nationally by
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Broadcasting • Telecasting
April 29, 1957 • Page 103
NETWORKS
and assistant director of research and sales
development for ABC Radio and ABC-TV.
He joined ABC in 1949 as a sales presenta-
tion writer and became manager of sales
presentations for ABC Television in 1951.
Mr. Shaffner served as manager of radio-
television research for Biow Co., and pro-
duction manager for Crosley Inc. and C. E.
Hooper Inc., before joining ABC.
NBC's Judith Waller Retires
After 35 Years in Broadcasting
JUDITH WALLER, NBC public affairs rep-
resentative— one of the broadcasting in-
dustry's best-known women — will retire
from her NBC post tomorrow (Tuesday)
after 35 years of service in the field, the
network announced last week.
In 1923 Miss Waller was appointed by
Herbert Hoover, then Secretary of Com-
merce, to a commission to study the feasi-
bility of commercial broadcasting in the
U. S. The year before she had been named
manager of WMAQ when that Chicago ra-
dio station was established. In 1931, when
NBC bought the station, Miss Waller be-
came the network's Central Division public
affairs and education director, a position
she filled for 25 years.
Despite her retirement from NBC, Miss
Waller will not curtail her activities on
behalf of the industry, the network said. In
May, she will conduct a radio-tv seminar
at Michigan State U. and will act as con-
sultant for the university's broadcasting
activities. In June, she will take part in the
Purdue U. tv workshop and during the sum-
mer will visit other universities and educa-
tional organizations. She will be associated
with Northwestern U. during the 1957 fall
term.
Miss Waller had a profound influence on
the development of industry-wide patterns
in public service, educational and cultural
programming, NBC said. She pioneered in
broadcasts of lectures from college class-
rooms and musical appreciation programs,
presented programs designed for classroom
listening in the Chicago public schools, and
conceived the University of Chicago Round
Table, described by NBC as radio's first dis-
cussion program. Another of her projects
was the NBC-Northwestern U. summer ra-
dio-tv institute, established in 1942.
NBC veterans with combined broad-
casting service of 104 years were pres-
ent at a luncheon honoring Miss Judith
Waller (r), NBC Chicago public af-
fairs representative who retires April
30. Others on hand were William S.
Hedges (seated, 1), NBC vice president
in charge of integrated services, and
Walter Lindsay, WMAQ Chicago
transmitter engineer. Miss Waller and
Mr. Hedges were with WMAQ when it
started operation in 1922 and Mr.
Lindsay joined following year. Miss
Waller was station's first manager.
As manager of WMAQ, Miss Waller
scheduled what NBC claims were the first
regular series of major league baseball and
college football games and also organized
radio's "first regular dramatic company, The
WMAQ Players." She is the author of Radio,
the Fifth Estate, a text and reference book.
Miss Waller was born in Oak Park, 111.,
and after being graduated from high school
began her business career as a broker's sec-
retary. Later she joined the Chicago staff of
J. Walter Thompson Co. and from there
joined WMAQ. She now lives in Evanston,
III.
GE Renews ABC-TV 'Cheyenne'
GENERAL ELECTRIC Co. has renewed
lor 52 weeks sponsorship of the Warner
Bros. -produced Cheyenne on ABC-TV, it
was announced last week by Michael M.
Masterpool, advertising manager of the GE
Housewares and Radio Receivers Division,
and Slocum Chapin. vice president in charge
of sales for ABC-TV. Cheyenne is presented
on alternate Tuesdays, 7:30-8:30 p.m. EDT.
The GE Housewares and Radio Receivers
Division will be the major sponsor of
Cheyenne for the 1957-58 season in behalf
of its radios, vacuum cleaners, mixers, irons,
clocks, automatic blankets and skillets. The
GE Lamp Division also will participate
through Young & Rubicam, New York.
Warner-Lambert Purchases
2 NBC-TV Nighttime Series
WARNER-LAMBERT Inc. has purchased
sponsorship of two new major nighttime
series on NBC-TV for the 1957-58 season
— The Restless Gun, starring John Payne,
and the quiz program, Tic Tac Dough. An-
nouncement of the purchase was made last
week by William R. Goodheart Jr., NBC
vice president for television network sales.
The Restless Gun will be televised Mon-
day 8-8:30 p.m., starting Sept. 23 for 52
weeks. The Tic Tac Dough purchase calls
for the advertiser to sponsor alternate-week
telecasts of the series, to be presented Thurs-
day 7:30-8 p.m. starting Sept. 12. for 52
weeks. The Restless Gun will be produced
by David Dortort of Revue Productions.
Tic Tac Dough is produced by Barry & En-
right Productions. Sullivan, Stauffer, Colwell
& Bayles handled negotiations for W-L.
Winchell Drops Suit Against ABC
When Network Buys His New Show
COINCIDENT with the purchase of The
Walter Winchell File program by ABC-TV
from Desilu Productions, Walter Winchell
last week confirmed reports that he would
withdraw his $7 million breach-of-contract
against the network. The filmed program,
based partly on newspaper stories Mr. Win-
chell has covered, will be scheduled in the
Thursday, 10-10:30 p.m. period, starting
in the fall.
In September 1955 Mr. Winchell filed the
suit against ABC, charging that he had left
his job as a radio and tv commentator for
that network in June 1955 because ABC had
"misinformed" him by saying his contract
was not protected by insurance. In dropping
his suit Mr. Winchell said: "I don't see how
I can sue a network I am going to work for."
ABC Radio Appoints Duffy
JAMES E. DUFFY has been appointed di-
rector of sales of the ABC Radio Network's
Central Division effective last Monday, it
was announced by George Comtois, vice
president in charge of sales for the ABC
Radio Network. Mr. Duffy has been an
account executive in the ABC-TV central
division sales office for the past year and
a half. Prior to that, he held a similar posi-
tion for two and a half years on the ABC
Radio Network sales staff in Chicago.
Lever Bros. Buys NBC-TV 'Riley'
LEVER BROS. Co. will sponsor The Life
of Riley, NBC-TV's veteran situation com-
edy series, on alternate weeks starting Fri-
day, June 14 (8:30-9 p.m. EDT), it was an-
nounced Thursday by William R. Good-
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
On the Air everywhere 24 hours a day— seven days a week
Page 104 • April 29, 1957
Broadcasting • Telecasting
PROGRAM SERVICES
MR. RIGGIO
heart Jr., vice president, NBC-TV sales. The
new order calls for Lever Bros, to sponsor
a total of 33 programs over a 65-week period
and was placed through BBDO, New York.
The Life of Riley will begin its sixth year
on NBC-TV this fall. The series stars Wil-
liam Bendix, who first played the role of
Chester A. Riley on NBC Radio in 1946.
Louis Riggio Joins CBS Radio
As Sales Development Expert
LOUIS J. RIGGIO, since 1950 partner of
Hilton & Risgio, New York advertising
agency, will join CBS Radio May 1 as a
special consultant
in the area of sales
development, it was
announced Thurs-
day by John Karol,
vice president in
charge of network
sales for CBS
Radio.
Mr. Riggio's
work with CBS Ra-
dio will be coordi-
nated closely with
the efforts of the
network's sales
staffs in New York, Chicago, Detroit and on
the West Coast. The newly created position
will place emphasis on new client contracts.
Mr. Riggio will report to Ben Lochridge,
network sales manager for CBS Radio.
Before 1950, for 12 years, he occupied
the post of assistant to the president in
charge of sales and advertising in the Ameri-
can Tobacco Co. Prior to this, Mr. Riggio
was associated with N. W. Ayer & Son.
WIL Affiliates With ABC Radio
WIL St. Louis, an independent station since
its founding in February 1922, became an
affiliate of ABC effective yesterday (Sun-
day), it has been announced by Edward J.
DeGray, vice president in charge of station
relations for ABC. WIL replaces KXOK
St. Louis as the local ABC affiliate. Lester
A. Benson, president of Missouri Broadcast-
ing Corp., which operates WIL, said:
"As one of the pioneer radio stations in
the country, WIL has served its listeners
with music, news and public service fea-
tures for 35 years. With the addition of
many ABC Network programs we will im-
prove our broadcasting service to the people
of St. Louis and the surrounding area."
WIL station manager is Nick Pagliara.
NETWORK PEOPLE
Allan Maynard, ABC purchasing agent,
named general services supervisor.
Herbert M. Rosenthal appointed to new post
of art director at CBS-TV Spot Sales.
David Lowe, NBC executive producer, mar-
ried Harriet Van Horne, tv-radio editor of
New York World Telegram & Sun on April
21.
Clarence R. Jacobs, 54, retired construc-
tion director for CBS, died April 2 at his
home in Princeton, 111.
BMI MEMBER FIRM
OFFERS 'KICKBACKS'
• Royalty share to stations
• BMI plans to scotch plan
A "profit participation plan" that, in effect,
would kick back to stations part of the royal-
ties derived from performances of Broad-
cast Music Inc. music on the air has been
offered radio and tv stations by a pub-
lisher member of BMI.
It was indicated last week, however, that
BMI plans to take "action" (the form this
would take was not revealed) to prevent
the offer from being followed through by
Greenfield Music Inc., New York.
According to letters sent to stations April
19, Greenfield Music is encouraging the sta-
tions to use its music by offering to split,
on a 50-50 basis, royalties paid by BMI to
Greenfield for logged uses of the composi-
tions.
This plan, explained Greenfield, would
enable stations "to participate in the millions
of dollars collected annually by BMI with
whom you have a performance license and
thereby enable you to recoup to a large
extent the monies expended by you for
such performance rights license."
The station's earnings would be pro-
rated according to its "active cooperation
and participation." Said Greenfield: "Such
earnings may approximate many hundreds
or even thousands of dollars."
Greenfield offered to provide stations with
recordings of its compositions in the BMI
repertory at no charge and if the records
are accepted "and make for good program-
ming," the station would receive royalties.
The royalties would be obtained by the
station, which, whenever logged or sur-
veyed by BMI, would send the publishing
firm a notarized copy of the actual log
reports it has sent to BMI. "You will re-
ceive as your royalties 50% of the monies
derived by Greenfield Music from logged
uses of the compositions after these royal-
ties have been paid by BMI to Greenfield
Music Inc.," the letter explained.
By taking part in the plan, stations would
profit for promoting music and this "will
enable you to recoup part, all, or more,
than you pay for the BMI license," the
Greenfield firm told the stations, which
were asked to sign agreements with Green-
field.
According to Greenfield's president and
sole stockholder, Louis G. Greenfield, such
agreements already have been obtained
from 42 radio stations with only three
stations replying in the negative. But it
also was apparent that the number of sta-
tions rejecting the offer, but not by for-
mal reply, has been greater than three.
Mr. Greenfield, a practicing attorney as
well as a music publisher, is a former Fed-
eral Trade Commission lawyer. He main-
%J
H
R i
RST
in R
o
rt Smith, Arkan
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Broadcasting • Telecasting
April 29, 1957 • Page 105
PROGRAM SERVICES
tains offices on Wall Street in New York.
A BMI spokesman declared flatly that
the music licensing organization frowned
on the practice of attempting to influence
the performance of music on logged sta-
tions by the introduction of "any factor
other than the inherent suitability of the
music for performance purposes."
Such action by a music publishing firm
"is a violation of the logging plan," it was
pointed out, and for that matter the Green-
field communication "did not have BMI
sanction or approval." It was noted also that
BMI selects its station sample "in order
to get a representative cross-section of the
industry."
Mr. Greenfield said he had formed his
music publishing firm last August, after
he had resigned his FTC association and
about the time he started his private law
practice.
He said his business had not been profit-
able and that it was difficult to find out what
station logged what music. He approached
a BMI official, he said, asking what could
be done to urge stations to play his music.
He (Mr. Greenfield) was informed he said,
that stations would play his music if it was
made "worthwhile" to the stations.
Mr. Greenfield stated he sent out his
letters April 19 and stressed that his of-
fer to stations was based on this thinking:
If his music is considered by the station
to be "good programming," then he is will-
ing to pay part of his royalties to the sta-
tions for playing the music. At the same
time, he feels it is necessary to know if the
stations use his records. He acknowledged
that, of course, the profit participation plan
also would serve to build up stations' use
of his music.
At present, Mr. Greenfield's firm has five
records bearing a Ferris label. He said he is
prepared to record additional music and
is trying to get compositions placed with
Mercury.
Thus far, he continued, acceptances have
been from radio stations only; tv stations
had yet to reply.
Network Discards Among
Weaver's Availabilities
THE MAN who three weeks ago criticized
existing networks for degrading the cultural
level of tv last week was offering to pros-
pective customers of his new Program
Service several shows which networks have
discarded.
In a prospectus which Sylvester L. (Pat)
Weaver Jr. was circulating to advertising
agencies, he listed the following among
audience participation programs which he
could make available: Welcome Travelers,
It Pays To Be Married, Feather Your Nest,
Winner Take All and Dollar a Second.
When he announced his new venture
earlier this month [B»T, April 15], Mr.
Weaver characterized it as an antidote to
the "mesmoronizing" influence of tv net-
work programming that exerts a mesmeric
force on "moppets, morons and idiots who
will look at anything."
Mr. Weaver's new prospectus, in circula-
tion last week, offered more details of his
"hi-spot network" program service than
he revealed in his earlier announcement.
Programs he offered include, in addition
to the audience participation features named
above, Ding Dong School and unidentified
"personality shows" and "serial dramas."
Major markets "immediately available"
on a live interconnected basis are given in
Mr. Weaver's prospectus as New York,
Philadelphia, Washington, Detroit, Chicago.
Milwaukee and Minneapolis-St. Paul, with
coverage stated as 25% of all tv homes.
Next fall an additional three major
markets would be available on this basis,
including Hartford-New Haven, Indian-
apolis and St. Louis, with a coverage boosted
by 6% of all tv homes. By kinescope the
following markets would be available: Los
Angeles, San Francisco, Dallas-Fort Worth
and Seattle, bringing in another 8% of all
tv homes. By "special arrangement," Hi-
Spot would add 7% more of all tv homes
by going into Boston, Pittsburgh, Cleveland,
Baltimore, Buffalo and Kansas City. Total
number of markets is 20 with approximately
46% of all tv homes covered.
Mr. Weaver's estimated figures for gross
time costs, including interconnection, for
five Class C half-hours per week: On the
seven stations immediately available, $10,-
000; for the three available in the fall, an
additional $2,500, and for the four avail-
able with kinescope, another $4,500. No
costs are given for the "special arrange-
ment" coverage. Total estimated cost for
the first 14 stations is $17,000 for five
Class C half-hours per week. It is noted
that above-the-line program costs would be
comparable to network program costs, with
below-the-line costs estimated 15% to 25%
less.
Time periods to be programmed "at first"
would be 9-11 a.m. EST, 1-3 p.m. EST
and 5:30-7:30 p.m. EST.
No Deal With Weaver— WGN-TV
WGN-TV Chicago has made "no definite
commitments" with Sylvester L. (Pat) Weav-
er Jr. in connection with his proposed new
Program Service network but is interested
in "all sources of additional good program-
ming." according to Ward L. Quail, vice
president and general manager of WGN Inc.
He commented in connection with re-
ports that WGN-TV would head a list of
independent stations in major tv cities com-
prising the network, or at least become a
key affiliate.
Station Membership in AP Up
During Past Year, Report Says
RADIO and television station membership
in the Associated Press during the past year
continued its "robust expansion," with a net
increase of more than 100 stations, accord-
ing to an annual report of the AP board of
248,898 Telephone
Stations
In the Central Ohio area there are
248,898 telephone stations — that means
our folks like to talk but they like to
listen when the message is carried by
WBNS Radio. And these listeners have
$2,739,749,000 to spend. They and Pulse
place us first in any Monday-thru-Friday
quarter-hour, day or night.
Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
Page 106 • April 29, 1957
Broadcasting • Telecasting
directors released at a meeting in New York
last week.
Radio stations and newspapers began re-
ceiving service during the past year in Rio
de Janeiro. Sao Paulo and other Brazilian
cities, the report said. It added that there
were "numerous additions'" to the list of
radio station and newspaper subscribers in
other parts of South and Central America.
In East Africa, the report said, arrange-
ments were completed to begin the news
service to radio stations and newspapers in
the Sudan, through interception at Khar-
toum. The first regular basic news service
broadcast by an American agency was be-
gun to the new nation of Tunisia last Jan. 1,
according to the report. During the year
new bureaus were established in Juneau,
Alaska; Johannesburg. South Africa, and
correspondents assigned to Tunis and Saigon
and domestically, to Toledo. McAllen. Tex.,
and Montpelier, Vt.
AP paid tribute to members who provide
the news agency with coverage and observed
that "the increase in news coverage by AP
radio members is an encouraging develop-
ment in that field.*'
INS Increased Tv Facilities
In 1956, Annual Report Notes
EXPANSION in International News Serv-
ices' facilities for television stations during
the past year was highlighted by Kingsbury
Smith, vice president and general manager
of INS, in his annual report last week.
Mr. Smith singled out for mention the
opening of a new processing and shipping
center in Los Angeles to speed up newsfilm
service to West Coast clients; the expansion
of newsfilm coverage to ABC-TV for the
John Daly and John Cameron Swayze daily
newscasts and the recently-inaugurated 35
mm television photo services. Mr. Smith
said the latter service, produced through the
facilities of International News Photos,
provides a daily flow of mounted transpar-
encies on news personalities for use by tele-
vision stations as "an economical adjunct."
He reported that during the past year INS
and INP had gained a total of 169 new-
clients, including radio stations. The INS
television division, he said, has expanded
into 17 new outlets. He added that the INS-
Telenews daily newsfilm service is presented
on 150 stations in the U. S. and abroad, and
both the weekly INS-Telenews weekly news-
lilm review and its sports show.T/n's Week
in Sports, are now programmed on tv sta-
tions in more than 50 markets.
Mr. Smith said he felt the Telenews daily
newsfilm service, produced by Hearst Metro-
tone News, had distinguished itself for cov-
erage of top news stories.
UP Boosts Service to Stations
In Past Year, Officials State
DURING the past year the United Press
News Service for radio and television sta-
tions had a period of "unparalleled growth
and development." John J. Madigan. radio
news manager, reported at UP's annual
meeting in New York last week.
UP Service, he said, now is delivered by
leased wire and radio printer to 2.018 U. S.
and foreign clients, as compared with 1.902
stations a year ago. He listed the number of
UP radio clients in the U. S. as 1.837 (cov-
ering radio and tv stations), said to be an in-
crease of 105 over the figure of a year ago.
W. R. Higginbotham. television manager,
reported that UP-Movietone News now
services 84 clients around the world. Includ-
ing network use of the newsfilm in such
countries as Britain and Italy. UP-MN news-
casts appear on some 150 stations in the
U. S.. Canada. Latin America. Europe.
Australia and Japan, according to Mr. Hig-
ginbotham.
Among the added services provided by
UP-MN during the past year, he said, are
a 15-minute sportscast: a 15-minute script
of both news and sports cued to film sent
during a given week; expanded regional cov-
erage in New England, the Midwest and
Pacific Northwest. Mr. Higginbotham noted
an interesting expansion of service" was UP-
MN's extension into Eastern Europe, with
its newsfilm carried in Poland and Eastern
Germany.
Marcy Quits NBC Sales Post
To Join New Weaver Venture
LEWIS M. MARCY has resigned as direc-
tor of sales development and presentations
for NBC to join Program Service, the new
television organization the formation of
which recently was announced bv Svlvester
L. (Pat) Weaver Jr. [B»T. April 15]. Mr.
Marcy will join Mr. Weaver's new enterprise
May 13 in an executive sales capacity.
Since February 1951, Mr. Marcy served
successfully at NBC as supervisor of tele-
vision sales planning, project manager of
development, sales development analyst and
supervisor of daytime sales. He played an
important role in the successful re-building
of the NBC daytime sales position.
Prior to his NBC service, Mr. Marcy for
five years was project manager and acting
secretary to the board of directors of the
Advertising Research Foundation. He earlier
had been public relations director for the
Cooperative Analvsis of Broadcasting
(CAB).
Smith Named by C-C Tv Firm
PETER J. SMITH, formerly manager of
NBC Tele-Sales, has been appointed vice
president of Closed-Circuit Telecasting Sys-
tem Inc. Mr. Smith's appointment is part
of an expansion program for the new closed-
circuit company organized in December
1956. Mr. Smith supervised all NBC color
closed-circuit telecasts for more than two
years. Before joining NBC he was producer-
director for Fuller & Smith & Ross three
vears.
WAY OUT
HUNT!
ESTON
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► <y PENETRATION OF COUNTIES^
[ /o IN COVERAGE
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[ MORE THAN 75% AC
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ARB: 8 out of TOP 12
"February 1957
CHANNEL M
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ, Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
VOICE OF THE PEOPLE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Broadcasting • Telecasting
April 29, 1957 • Page 107
PROGRAM SERVICES
AWARDS
Skiatron Confident
Of Pay-Tv Test Soon
STRONG optimism that FCC "soon" will
approve a trial operation of pay-as-you-see
television was voiced last Wednesday after-
noon by several directors of Skiatron Elec-
tronics & Television Corp. at the firm's an-
nual stockholder meeting in New York.
Skiatron, which manufactures radar
equipment for the Armed Forces, also owns
the Subscriber- Vision system requiring de-
coding equipment.
According to Arthur Levey, Skiatron
president, the firm has spent $784,576 to
date in promoting its pay-as-you-see system
— "far less than our competitors," i. e.,
Paramount and Zenith. This figure includes
monies spent in taking its case before FCC.
Additional "costs" went into giving an op-
tion for 25,000 shares of Skiatron common
at $1.87V2 per share (total $46,875) to
James M. Landis, senior partner of Landis,
Taylor & Scoll and a director of Skiatron
as well as its special counsel, "for legal
services in the negotiation and preparation
of a licensing agreement for Subscriber-
Vision and for advice and consultation on
FCC matters."
In reading the president's statement, Mr.
Levey noted that Skiatron was in "the
soundest position in its history . . . tripling
the size of its laboratories and making a
small profit despite continued large expend-
itures for the future of Subscriber- Vision."
Asked by a stockholder whether Skia-
tron's concern with the nebulous state of
pay-tv wasn't draining the firm's resources,
Mr. Levey said it wasn't. He declared that
electronics is Skiatron's principal activity,
and once pay-tv is approved, the firm will be
pressed for production of the decoding in-
struments required.
Another stockholder wanted to know why
Mr. Levey on Tuesday disposed of 7,500
shares of Skiatron "if the firm is doing so
well." Mr. Levey seemed prepared for such
an eventuality as this, for he immediately
proceeded to "bare" his financial record.
"I disposed of the shares privately," he
said, "so that it wouldn't affect the open
market." For 17 years, Mr. Levey went on,
his life has been one of "very hard work,
worry and financial sacrifice." He noted
that to date he has invested some $400,000
of his own money; he has had to "lose out"
on "very substantial long-term film con-
tracts with a number of firms," i.e., Mono-
gram (Allied Artists), Paramount, 20th
Century-Fox, which would have given him
5% of the gross on distribution of certain
films in Great Britain; he has had a five-
year fight with General Precision Equip-
ment Co., 20th Century-Fox and Para-
mount (1942-45); and he has "paid per-
sonally" some 82,000 shares to scientists,
lawyers, consultants and accountants "so
that our company would not have to take
either cash or stock out of its treasury."
All this, he said, was done in the best
interest of Skiatron, and "so I feel en-
titled to sell shares occasionally to provide
funds towards my maintenance." He still
holds 441,981 shares — over 10% of the
total stock — and gets an annual salary from
Skiatron of $10,000.
Shortly before the one-hour meeting ad-
journed, it was learned that C&C Tele-
vision Corp. President Matthew Fox (head
of the privately-owned Skiatron TV Inc.)
had on April 3 picked up the option for
75,000 shares of Skiatron (public) common
at $1.75 per share (total $131,250). The
rights were to have expired April 6. Should
Skiatron TV Inc. enter active operation
pending FCC approval, it would be obligated
to pay Skiatron Electronics 5% of its gross
income.
Community Antenna Firm Gets
Option for Unitronics Merger
COMMUNITY ANTENNA Inc., Reno,
closed-circuit television organization, has an
option to merge with Unitronics Corp., Long
Island City, according to Brantz Mayor,
Unitronics president.
The four-year-old Nevada firm currently
serves 2.300 subscribers in Reno and will
extend its service to nearby Sparks. Eight
antennas, installed on two mountain peaks
in the area, give engineers the option of se-
lecting the clearest signal.
According to Mr. Mayor, Unitronics net
earnings for the first two months of this year
were 76% higher than the corresponding
period of 1956. Sales for January and Feb-
ruary amounted to $5,451,000, a 40% in-
crease over the like 1956 period.
The better equipped stations are dominating the field with
more listeners and more advertisers
m
GATES RADIO COMPANY
MANUFACTURING ENGINEERS SINCE 1922
QUINCY, ILL., U. S. A.
Seven Radio-Tv Women
Get 'McCall's' Awards
LEE PHILLIP of WBBM-TV Chicago wa:
selected Thursday as the "Outstanding Worn
an in Radio and Television for 1956" b\
McCall's magazine, which announced its
annual "Mike'
awards to women
broadcasters. Miss
Phillip and six
other 1956 win
ners were to re-
ceive their golden
""Mikes" at the Mc
Call's Award Din
ner in St. Louis
last Saturday dur-
ing the national
convention of
American Women
in Radio and Tel
evision. [B«T, April 15].
Miss Phillip was singled out for her
"Operation Inoculation" project last year
conducted in cooperation with the Chicago
Board of Health, which is credited with
helping to "conquer the city's worst polio
epidemic by persuading thousands of parents
to let their children receive the Salk vac-
cine."
Other winners in various categories:
Ida A. McNeil, KGFX Pierre, S. D.
"executive, service to the community";
Marian O'Brien, KETC (TV) St. Louis, "ex
ecutive, service to women"; Sophie Altman.
WRC-TV Washington, "executive, service
to youth"; Elsie Kemper, WMAR-TV Balti-
more, "broadcaster, service to the commu
nity"; DelVina Wheeldon, WCKY Cincin-
nati, "broadcaster, service to women"; Helen
MISS PHILLIP
KEMPER WHEELDON PARKHURST
Parkhurst, Westinghouse Broadcasting Co.,
"broadcaster, service to youth."
The McCall's awards were established in
1951 to give national recognition to public
service contributions by women in broad-
casting. Judges for the current awards were
Fairfax M. Cone, president, Foote. Cone
& Belding; Bette Doolittle, chairman, na-
tional public relations committee of AWRT:
Wendell H. Ford, president of U.S. Cham-
ber of Commerce; Mrs. John G. Lee, presi-
dent, League of Women Voters of the U.S.,
and Otis L. Wiese, editor and publisher of
McCall's.
Page 108
April 29, 1957
Broadcasting
Telecasting
BURBANK TEST PILOT says:
"Experimenting is my business, but when I shop I don't take risks...
I'm always satisfied most with
a BRAND that's made a NAME for itself!"
"I MADE IT. .. and I knowit combines top "I SOLD IT. .. recommended it because "I BOUGHT IT. .. and I'm satisfied it's
quality materials and superior workmanship it's made a name for itself. Trusted brands the best for my money. I know what I'm
at a fair price. That's the only way I can be give folks the widest choice and newest im- getting with well-known brands. They take
sure my product will satisfy people and make provements. There's no confusion, no risks, the risk out of buying . . . even when you
a good name for itself." and no lost customers!" have to order by phone."
THE BRANDS YOU SEE ADVERTISED IN THIS MAGAZINE ARE NAMES YOU CAN TRUST!
They stand firmly behind every product and claim they make.
BRAND NAMES FOUNDATION, INC. • 437 FIFTH AVENUE, NEW YORK 16, N. Y.
Broadcasting • Telecasting
April 29, 1957 • Page 109
PROGRAMS & PROMOTIONS
SINCE CBS Radio's Housewives Protective League programming service is sponsored
largely by food products. HPL has decided on a promotion-merchandising gambit
called "Coffee Break," at which personalities conducting the program would meet
once a week with housewives in a large supermarket for "coffee and" — a chat about
the radio business, shopping, domestic questions, and of course the sponsor's products.
The "Coffee Break" started at KNX Los Angeles and has been extended to include
six HPL stations to date. Using "A Coffee Break with Galen Drake" as an example
Ed Wood, director of HPL, explained that the WCBS New York personality meets
once a week for two to three hours with about 300 housewives in a supermarket
in the New York area. He has, in effect, a social visit with his listeners but takes the
opportunity to promote his sponsor's products.
The sponsors, according to Mr. Wood, may tie in directly with the promotion by
setting up their own display material and perhaps furnishing samples (peanut butter,
jelly, soup) for Mr. Drake to serve. The promotion has won the acceptance of the
sponsors, the supermarket and the network, Mr. Wood reported, and plans currently
are under way to extend "Coffee Break" to other HPL cities.
Tv Scoop to Be Made into Movie
A SCOOP uncovered by Pat Michaels, news
director of KWIZ Santa Ana, Calif., is to be
made into a movie by Columbia Pictures
and Mr. Michaels has signed a writing con-
tract to author the original story for the
picture. The story is about a woman under-
cover narcotics agent who cracked a local
dope ring. It was aired over KWIZ in a
series of broadcasts two years ago. In ad-
dition to the broadcasts, Mr. Michaels did a
series of newspaper articles on the scoop
which appeared in several Southern Cali-
fornia newspapers. The picture is tentatively
titled "I Wrecked a Dope Ring" and is ex-
pected to be released this fall.
KABC-TV Presents Test Series
A CULTURAL series approached from the
standpoint of showmanship, not instruction,
and designed to have as wide a mass appeal
as that of any good commercial series —
that's Discovery, a series launched yesterday
(Sunday) by KABC-TV Los Angeles with
the cooperation of nine institutions of higher
education for a 10- week test this spring in
the Sun. 6:30-7 p.m. period. If the test is
successful, the program will return in the
fall for a full 39-week season. If it is spon-
sored, and it is available for institutional
sponsorship of the right kind, the money
will be ploughed back into the series. Pro-
gram is the outgrowth of an idea of KABC-
TV General Manager Selig J. Seligman that
in order to do something good it is not
necessary to do something dull or non-
commercial.
KHJ-TV Plugs Baseball Coverage
TO promote its coverage of Los Angeles
Angels baseball games, KHJ-TV that city,
delivered popcorn, peanuts, crackerjacks and
hot dogs to Los Angeles tv columnists. They
were delivered in a Volkswagen micro-bus
which was equipped with cooking facilities
to insure that the hot dogs were just that,
hot.
New Spanish Accent at WAHR
A SALES brochure by WAHR Miami
Beach, announces new bi-lingual emphasis.
Titled Buenos Dias From WAHR, the book-
let's first page reports, "The lost army with
$97 million is found by WAHR. is sold by
WAHR." The figure refers to earning capac-
ity of more than 23,500 Spanish-speaking
families in the coverage area claimed by
WAHR. The station is devoting 25% of
the broadcast day to Spanish, with this per-
centage to be increased after Sept. 30.
'Panorama Milwaukee' Launched
A NEW live show, keyed to local personali-
ties and events, has been launched by WXIX
(TV) Milwaukee entitled Panorama Mil-
waukee. Emphasis is on special features,
guest interviews, late news bulletins and other
activities. The station is offering five-minute
segments of the daily half-hour program
to advertisers at $75 gross per participation,
with no charge for live commercials. Serving
as regulars in the cast are Host Tom Parrish,
News Announcer Ed Engles, Weathercaster
Judy Marx and Lani Friedmann.
WOL, Safeway Sponsor Contest
WOL Washington and local Safeway grocery
stores are sponsoring a contest which will
award $10 in cash to any person found
listening on their car radio to either Jim
Gibbons or Milton Q. Ford program. A
mystery man will circle the city and sur-
rounding areas to find motorists tuned to
WOL. In addition to the $10 prize, $5 will
be given to anyone who is stopped and can
find WOL on the radio dial.
ABC To Air Met For 27th Season
ABC Radio again will broadcast complete
performances of the Metropolitan Opera
next fall under sponsorship of the Texas
Co. in the U. S. and McColl-Frontenac
Broadcasting • Telecasting
United Press news produces!
Page 110
April 29, 1957
Oil Co. in Canada, both through Cunning-
ham & Walsh, according to George Com-
tois, vice president in charge of sales of the
ABC Radio Network. The program, enter-
ing its 27th season on the air, will be car-
ried in Canada over CBC. Milton Cross
again will serve as commentator and Wil-
liam Marshall will direct for ABC.
KFBI Listeners Use Ingenuity
WHEN KFBI Wichita, Kan., offered $100
as the prize in a recent contest, little did it
realize just how far listeners would go to
win the money. The station offered the prize
to the first person who called in the correct
number of tunes played with the word "love"
in the title.
During the one-day contest, KFBI had
set a 5 p.m. deadline, but contestants were
undaunted when they discovered the tele-
phone lines tied up. They resorted to the
mails. Post office people reported that listen-
ers were lined up outside of their windows
to get a 5 p.m. postmark on their entries.
Several people drove 25 miles to a neighbor-
ing county to avoid the local post office line.
A Wichita hardware dealer told of two
women employes who listened for the tunes
all day, working in shifts. Several times,
when they had to be away from the radio at
the same time, they used a tape recorder to
catch the songs they missed.
FOR BEST GUESS as to when the first
ship would pass through the Duluth
ship canal, opening the 1957 naviga-
tion season, Joe Gavin (r), timebuyer
at Cunningham & Walsh, New York,
wins first prize in the contest staged
by WDSM-TV Duluth. His calcula-
tions earned him and his family a
10-day vacation including transpor-
tation at any resort in Northern Min-
nesota. C. D. (Duke) Tully (c), gen-
eral manager of WDSM-TV, makes
the presentation as Charles Kinney,
account executive with Peters, Grif-
fin, Woodward Inc., station represent-
ative, looks on. The WDSM-TV
contest drew entries from 650 time-
buyers throughout the country.
WANTED — FM TRANSMITTER
We have a client -in territorial U.S.A. who
wants to buy a used 3 KW Transmitter cov-
ering 92.3 to 97.9 mc. (Ch. 22-250) or 100.3
to 107.9 mc. (Ch. 262-300) meeting FCC re-
quirements: Powers 1 KW, 5 KW and 10
KW will also be considered. 4-Bay 10 KW
antenna also needed.
For prompt negotiation communicate with
Robert Corenthal indicating estimated
availability date. Terminal Radio Interna-
tional Ltd., 135 Cortlandt St., N.T. 7, N.T.
Phone WOrth 4-3311.
Contest Plugs 'Highway Patrol'
TWO-PART contest built around Ziv-Tv's
Highway Patrol film series has been
launched by KSTP-TV St. Paul in connec-
tion with April 18 and May 2 programs. To
enter the contest northwest viewers must
watch show on either date, call the station
after conclusion of the show and answer
questions about preceding episodes. By call-
ing, the viewer gets a chance at grand prizes
— two Setchell-Carlson portable tv sets, one
for each date of the contest. Additionally,
the sponsor (Velvet Blend) is offering free
gifts to the first 100 caUers. KSTP-TV is
promoting the contest through its Treasure
Chest audience participation show on which
emcees will choose the winning names from
a barrel.
WDGY's Mosquito Monument
WDGY Minneapolis reports it has taken a
reverse stand on the age-old problem of mos-
quito control. The station has launched an
"honor the mighty mite of the North" cam-
paign and is urging listeners to take part in
building a monument to the "Unknown
Mosquito of Minnesota." The best design for
the monument will win $100 and so will the
best offer of a suitable location. The listeners
submitting the best "nominee" to be sealed
in the "time vault" at the base of the monu-
ment will receive $50. The station has re-
ported it will continue the campaign until
something is done about mosquito control
in Minnesota.
Marine Composes 'KFMB March'
MARINE Master Sergeant Abraham Bal-
foort, assistant bandmaster with the San
Diego Marine Corps Recruit Depot Band,
has given KFMB San Diego a band arrange-
ment of his original composition, "KFMB
March." The song was composed for the
station in connection with the 100th consec-
utive radio show of Marine Bandstand which
is carried over KFMB.
WMAQ's 'Sneak Preview'
HALF-HOUR Sneak Preview, showcasing
upcoming programs and reviewing current
ones, is a new feature on WMAQ Chicago,
each Sunday 9-9:30 p.m. (CST). An actor
portrays "Mr. Listener," who talks with the
staff announcer and comments on excerpts
from programs, as well as asks questions.
Personalities involved discuss their programs
for the benefit of listeners.
KTTV (TV) Offers Submarine Trip
KTTV (TV) Los Angeles, has invited the tv
editors in that area to take a three-hour trip
aboard a Navy submarine on May 4. The
objective is to view, while submerged, the
station's premiere telecast of a new series,
Silent Service, which deals with the Navy's
submarine arm.
McBride Begins MBS Series
A SERIES of interview programs has begun
on MBS (10:45-11 a.m.) featuring Mary
Margaret McBride. They are devoted to
significant work being done in the field of
religion nationally and internationally. The
McBride series is scheduled for six months.
Afitofro Us 7ot(/ert
fx
WGR-TV
ABC AFFILIATE CHANNEL 2
Peters, Griffin, Woodward, Inc.
REPRESENTATIVES
Broadcasting • Telecasting
April 29, 1957 • Page 111
HoWAKDE- STARK s
^r,tr«-T EL 5-0405
50 EAST 58th STREET
NSW YORK 22, N. *•
^AlllnquiriesConfidential E
66
The American
Story"
"The American Story" is another
important BMI Program Series
which joins such features as Meet
the Artist series, the Book Parade,
Milestones and the other continui-
ties used by hundreds of broadcast-
ers regularly.
The staff of BMI can think of no
more satisfying work, in the midst
of a troubled world, than to play a
part in the restatement, in words
and music, of the fascinating story
of our country's origin and growth.
Now in book form
"THE AMERICAN STORY
Published by
CHANNEL PRESS
BROADCAST MUSIC, INC.
/589 FIFTH AVE , NEW YORK 17, N.Y.
,NEW YORK ■ CHICAGO ./HOLLYWOOD • TORONTO • MONTREAL
EDUCATION
Mass Media Can Help
In Education — Hayes
TEACHERS have failed to make the most
complete and effective use of the various
mass media of communication, Arthur Hull
Hayes, president of CBS Radio, told' 7,000
Catholic educators last week. Mr. Hayes
made the principal address at the closing
session of the National Catholic Educational
Assn. convention in Milwaukee.
"Particularly in a time of critical need,
such as the present teacher shortage," Mr.
Hayes stated, "mass media such as the press
and radio can be of enormous help to the
educator. I am not suggesting that these
are to be substitutes for the able and dedi-
cated teacher, but I do believe that they can
provide an effective bridge in times of need,
and a very useful supplement at all times.
A radio broadcast of a talk by a distin-
guished personality, a forum, or a broad-
cast of a symphony program reaches millions
of students simultaneously, whereas even
the most brilliant of classroom teachers can
reach only a limited number."
The educators, Mr. Hayes told the con-
vention audience, are the true directors of
the content of mass media. "You, the pub-
lic, are the true program directors. In your
hands rests the ultimate power either to
listen or to turn the dial."
Mr. Hayes stated that educators have
failed to exercise their unique franchise as
the real program directors. "As program
directors, have you done anything positive
about improving your program control?"
he asked them. "You must exercise this
responsibility to yourselves, to your students
and to the genera] public. The educator has
as much responsibility to the mass media as
the purveyors of mass communications have
to you."
Programming Not Used
Mr. Hayes charged that educators have
not taken full advantage of the considerable
amount of educational and informational
programming which is available. "Do you
j listen to symphonies? Do you discuss them
in the classroom? If the New York Phil-
I harmonic Symphony came to your city,
certainly you would urge your students to
attend the concert. Yet, your students — all
of them — can hear the Philharmonic every
week over the radio.
"If you were teaching modern poetry,
would you not welcome the opportunity to
hear John Mason Brown as a guest lec-
turer? Well, your students could have heard
him discuss modern poetry on the air. Do
you have difficulty in teaching the differ-
ence between 'who' and 'whom' to your
students? You could have heard this distinc-
tion made clear by listening to a program
called The Last Word which is concerned
with the use of the English language.
"In the field of drama" Mr. Hayes em-
phasized, "your students would have had
an opportunity to hear a performance, for
example, of the first Passion Play ever
created for network radio. In civics and cur-
rent events, they could have heard a discus-
sion of the Middle East situation and other
crises in world affairs over our program
series entitled The World at Large."
Driving home his point of broadcasters'
public service programming that is avail-
able and too frequently unused, Mr. Hayes
pointed out "it's not possible for your stu-
dents to attend the Presidential press con-
ference, but you can hear it at regular inter-
vals on the radio. You can also study it in
the press. Yet how many of you are en-
couraging this kind of activity on the part
of your students? These programs are of-
fered to you at great cost and at consider-
able effort. But, if you and your students do
not listen, they must inevitably go off the
air."
One of the basic reasons for continuing
this kind of programming, Mr. Hayes said,
"is our sense of responsibility, because we
put these programs on the air even when
many of you do not listen."
Mr. Hayes urged the assembled teachers,
supervisors and other administrators in the
field of Catholic education to take advan-
tage of the mass media so they would con-
tinue to remain free and competitive. "The
best encouragement you can give us is to
listen," he concluded. "What will be on the
air or in the press four or five years from
now depends in large measure on you and
the students whom you are training."
Use of C-C Tv Planned
In Education Experiment
EXPERIMENTAL use of closed-circuit
television is planned by a group of welfare
and educational organizations which will
use a 608-family public housing project in
the Chelsea section of Manhattan as the
pilot study unit.
The project, disclosed last week, will en-
able parents to receive educational pro-
gramming in their own living rooms through
closed-circuit tv or tune in nearby class-
rooms and watch their children being edu-
cated. Tentative plans call for daily pro-
gramming covering lessons in English,
Spanish and science; instruction for home-
bound children; feature programs on neigh-
borhood personalities, and school announce-
ments.
The Chelsea district was chosen for the
experiment, according to the sponsoring
groups, because it is largely a low-income
area, has a large Spanish-speaking popula-
tion and many of its inhabitants have "ad-
justment problems that require professional
counseling."
The project was made possible by a
$200,000 grant from the Fund for the Ad-
vancement of Education, a Ford Founda-
tion unit. The sponsors are the Hudson
lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll
CLEAR CHANNEL BOX No. 8 N. LAREDO, TAMPS. MEX
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ALL-AMERICAN VOICE
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Page 112 • April 29, 1957
Broadcasting • Telecasting
ONE OF THE
KMTV (TV)'S FIVE YEARS IN TEACHING
KMTV (TV) Omaha's pioneer educa-
tional series, Tv Classroom, is five years
old this month — with a track record of
results that seems to speak for itself in
terms of college credits and sustained
public interest.
The program w as originated by KMTV
and the U. of Omaha College of Adult
Education in April 1952 as a Monday-
through-Friday. 15-minute series. It is
now telecast each Saturday morning, 52
weeks a year, and has been extended to
30 minutes.
This is how KMTV (TV) capsules
the series' accomplishments:
( 1 ) Over 400 KMTV viewers living
in Nebraska, Iowa, Kansas and Missouri
have enrolled for credit, and over 1,000
others received material for auditing the
tv courses. (2) Thousands of others ac-
cepted college-level course material for
viewing without seeking credit. (3) U. of
Omaha this month started its 3 2d tv
credit course this month.
Enrollment and viewer support of Tv
Classroom has climbed steadily the past
five years, according to KMTV. Viewers
pay a nominal fee to the university and
buy the textbook, with fee including a
study guide and grading service. Average
course runs eight to ten weeks and, upon
its conclusion, credit students report to
U. of Omaha for a written exam. Viewers
successfully completing a course receive
three credit hours.
Civic and educational officials have
lauded KMTV and the university for
the program's long and successful serv-
ice. Says Owen Saddler. KMTV general
manager: "We are proud to have pio-
neered educational television in our area.
We believe the series has been successful
and is capable of even greater service in
the future."
Dean Donald Emery. U. of Omaha
College of Adult Education, feels ''any
subject that can be taught on campus
can be tauaht on television."
Discussing plans for future Tv Classroom telecasts (I. to r.): KMTV Program Manager
Lew Jeffrey; KMTV General Manager Owen Saddler; Mr. Donald Emery, Dean of the
U. of Omaha College of Adult Education, and Paul Borge, Omaha faculty member in
charge of Tv Classroom production.
Guild Neighborhood House, the New York
Board of Education and Language Research
Inc.. an educational foundation at Harvard
U. The sponsoring agencies view the proj-
ect as "a pioneering experiment in school-
community education designed to attain a
closer relationship between school and com-
munity and to raise the sights of the entire
neighborhood."
"Here— KRIZ Phoenix says carrots
improve the eyesight."
Grant to BFA Will Support
Cultural Radio-Tv Exchange
A GRANT of S 12.250 was made last week
to Broadcasting Foundation of America by
the Rockefeller Foundation in support of a
survey of a proposed international exchange
of cultural radio and tv programs.
BFA is a non-profit educational founda-
tion. It plans to organize an exchange
through stations in the U. S.. Western Eu-
rope and the Far East with BFA distribut-
ing music, drama, story, information, poet-
ry and discussion programs. The idea would
be to "stimulate conversation" between Eu-
ropeans and Americans and Asiatics and
Americans via radio and tv. according to
Robert Redfield. U. of Chicago anthropologv
professor and BFA board chairman.
Seymour N. Siegel. director of WNYC
New York and BFA executive vice presi-
dent, said BFA first w ould try to bring "cul-
tural radio materials" to the U. S"., placing
them on both commercial and educational
radio stations.
The Rockefeller grant will be used to sur-
vey all of the U. S. radio stations, with the
goal "cooperation of an adequate number
of quality stations with influential metropoli-
tan audiences.'"
FIRST 100 MARKETS
**4S THE BO*°'
WHBF
RADIO & TELEVISION
the station
of marketing success
in the Quad-Cities
REPRESENTED BY AVERY-KNODEL, INC.
Radio and Television
Stations
are accused of Committing
LIB EI
SLANDER
PIRACY
PLAGIARISM
INVASION OF
PRIVACY
COPYRIGHT
VIOLATION
based upon acts of Station, Staff.
Announcers, Speakers, Performers,
Commentators
You can't predict claims —
BUT YOU CAN
INSURE
effectively against embarrassing loss
by having our unique policy at almost
trifling cost.
WRITE FOR DETAILS AND RATES
EMPLOYERS
REINSURANCE
CORPORATION
2 1 WEST TENTH STREET
KANSAS CITY, MO.
Broadcasting • Telecasting
April 29,1957 • Page 113
EDUCATION
Northwestern, NBC to Conduct
Summer Symposium on Color Tv
A COLOR TV symposium offering regular
college credit will be conducted by North-
western U. this summer in cooperation with
NBC and its o&o WNBQ (TV) Chicago.
The symposium, which will be held June
24-Aug. 3, is to acquaint working tv per-
sonnel and students with special color tele-
vision problems. Sessions will be part of
the university's School of Speech courses
and include lecture-demonstrations, with
WNBQ staff members serving on the fac-
ulty.
In addition to regular graduate or under-
graduate work credits, NBC and North-
western U. will offer a six-week internship
program for a limited number of students
who will spend 30-40 hours observing vari-
ous departments of WNBQ operation. Nine
quarter-hours of credit will be granted.
WGBH-TV Increases 'Live'
EDUCATIONAL WGBH-TV Boston has
doubled its Sunday schedule of live net-
work programs starting April 20 and now
telecasts live more than 70% of its air time
Sunday through Friday. The expansion was
made possible because the Boston Record
American and Sunday Advertiser joined the
Boston Globe as a contributor to the station
in defraying the costs of network connec-
tions and station operation. Both NBC-TV
and CBS-TV shows are made available with
WBZ-TV and WNAC-TV, Boston outlets
for the respective networks, cooperating.
Telecast are live national programs not seen
regularly in the area, including such shows
as Meet the Press and Zoo Parade (NBC),
Odyssey and Camera Three (CBS) and
others.
Noble Foundation to Make Grants
Of $2,000 Yearly to Graduates
GRANTS to assist college graduates with
leadership potential will be made by the
Edward John Noble Foundation, it was an-
nounced last week by Edward J. Noble,
founder of the philanthropic organization.
The foundation will make grants of $2,000
per year to selected college graduates who
wish to pursue their studies further in grad-
uate schools.
Mr. Noble is the founder of Life Savers
Corp. and American Broadcasting Co. He
currently is chairman of the board and chief
executive officer of Beech-Nut Life Savers
Inc. and a director and chairman of the
finance committee of American Broadcast-
ing-Paramount Theatres Inc.
The grants are designed to encourage
college graduates of leadership caliber to
pursue careers in business, law, medicine,
teaching, government, the mininstry and
other fields. In selecting candidates, Mr.
Noble said, the foundation "will not under-
value the importance of scholarship but is
well aware that the factor of leadership
potential does not necessarily follow high
scholastic standing." It is expected that about
200 grants will be made annually.
Fellows Tells Education Group
Radio-Tv Promote Free Thought
THE American system of broadcasting and
the press will remain free so long as school
teachers support the nation's standards of
individual liberty, NARTB President Har-
old E. Fellows said Wednesday in address-
ing the Business-Education Day celebration
in Portland, Ore.
Outlining the principles of uncensored
broadcasting in America, Mr. Fellows said
the industry "is a companion piece of the
American way of life — as a business, as a
party of the second part in the profession
of teaching and as an instrument of free-
dom."
He cited the educational contributions of
radio-tv to the American scene but added
that "broadcasting is a mass medium reflect-
ing the mass taste in programming." He
added that broadcasters share with teachers
the duty of improving the public taste but
noted that the two media "can only sup-
plement, not supplant, education."
Mr. Fellows paid tribute to contributions
by the nation's 25 educational tv stations
and noted that Portland commercial tele-
casters "have contributed substantially to
the plan for an educational station in the
city." Referring to tv and radio self-regu-
lation efforts, he said, "I believe that fair-
minded teachers possessed of an oppor-
tunity to evaluate the medias' progress in
this area over the past few years would give
broadcasters a passing grade, although they
might not consider them as yet qualified
for election to Phi Beta Kappa or the Na-
tional Honor Society."
NAEB Names Grant Recipients
Of $17,000 for Tv Workshops
NAMES of institutions and educational sta-
tions receiving 1957 grants-in-aid for edu-
cational tv workshops have been announced
by Dr. Harry J. Skornia, executive director
of the National Assn. of Educational Broad-
casters, Urbana, 111. More than $17,000 in
funds provided by the Ford Foundation was
divided among:
U. of New Mexico, $3,000; Purdue U.
and U. of Nebraska (KUON-TV Lincoln),
each $2,500; Michigan State U., $1,700;
Florida State U., WKNO-TV Memphis,
Tenn., and East Carolina College, $1,500
apiece; U. of Miami, $1,356; KTCA-TV
Minneapolis, $875, and Toledo Public
Schools, $675.
Purpose of the workshop grants-in-aid,
NAEB said, is to insure the best possible
professional training for staffs and manage-
ment of U. S. educational tv stations.
EDUCATION SHORTS
Edwin T. Meredith Foundation (endowed
by Meredith Publishing Co.), Des Moines,
Iowa, is offering six four-year scholarships
in journalism or business in cooperation
with National Merit Scholarship Corp. and
its search for talented high school graduates.
Educational Television & Radio Center
moves to 2320 Washtenaw Ave., Ann Arbor,
Mich. Telephone: Normandy 3-2476.
Page 114 • April 29, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B»T)
April 18 through April 24
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, lew — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through April 24
Appls.
In
On
Pend-
Hear-
Air
Licensed
Cps
ing
ing
Am
3,024
3,007
225
372
145
Fm
540
520
49
54
0
Tv Summary through April 24
Total Operating Stations in U. S.:
Vhf Uhf Total
Commercial
Noncomm. Education
385
18
88
5
473i
232
FCC Commercial Station Authorizations
As of February 28, 1957 *
Licensed (all on air)
Cps on air
Cps not on air
Total authorized
Applications in hearing
New stations requests
| New station bids in hearing
Facilities change requests
Total applications pending
Licenses deleted in February
Cps deleted in February
Am
Fm
Tv
3,000
513
290
31
16
225
133
23
123
3,164
552
638
119
0
70
303
10
56
67
0
10
146
11
45
900
112
353
0
2
0
0
0
1
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
26
Uhf Total
323 674i
21 47»
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Commercial 1,084
Noncomm. Educ. 66
Amend.
337
Vhf
844
37
Uhf
574
28
Total
1,4193
65«
Total 1,149
337
881
602
1,484s
1 176 cps (33 vhf, 143 uhf) have been deleted.
a One educational uhf has been deleted.
» One applicant did not specify channel.
1 Includes 44 already granted.
s Includes 718 already granted.
New Tv Stations
APPLICATION
St. Cloud, Minn. — Marvin Kratter, vhf ch. 7
(174-180 mc); ERP 1.8 kw vis., .9kw aur.; ant.
height above average terrain 146 ft., above
ground 175 ft. Estimate construction cost $90,126,
first year operating cost $117,500, revenue $115,000.
P. O. address c/o Mr. Kratter, 521 Fifth Ave., New
York, N. Y. Studio location, St. Cloud. Transmit-
ter location, Stearns County. Geographic coordi-
nates 45° 33' 30" N. Lat, 94° 9' 47" W. Long.
Trans. -ant. Gates, Legal counsel Koteen & Burt,
Washington, D. C, Consulting engineer Dawkins
Espy, Los Angeles, Calif. Mr. Kratter, realtor
and applicant for facilities in San Francisco,
Calif, and Fargo, N. D. will be sole owner. An-
nounced April 24.
New Am Stations . . .
APPLICATIONS
West Helena, Ark.— Twin City Bcstg. Co. 1230
kc, 250 w unl. P. O. address c/o Keith Baker,
904 N. Washington St., Forrest City, Ark. Esti-
mated construction cost $8,950, first year operat-
ing cost $36,000, revenue $48,000. Mr. Baker and
Hubert W. Smith, both employes KXJK Forrest
City, are equal partners. Announced April 24.
Anaheim, Calif. — Radio Orange County Inc. 1190
kc, 1 kw unl. P. O. address Box 603, Anaheim.
Estimated construction cost $71,027, first year
operating cost $180,000, revenue $219,000. Princi-
pals include Cliff Gill (50.5%) and eight others.
Mr. Gill is vice pres. -operations mgr. of John
Poole Bcstg. Co. licensee of KBIG Avalon, KBIF
Fresno, KBID-TV Fresno, KBIC-TV Los Angeles
and KBIE-TV Sacramento, all Calif. Announced
April 17.
Auburn, N. Y. — Marvin Steinburg, 1050 kc, 250
w D. P. O. address c/o Mr. Steinburg, 1905
Seneca, Flint, Mich. Estimated construction cost
$13,739, first year operating cost $46,500, revenue
$52,000. Mr. Steinburg, cleaning and grocery in-
terests, will be sole owner. Announced April 24.
Warren, R. I. — Bristol County Bcstg. Co. 990
kc, 500 w D. P. O. address c/o Lorraine M. Sal-
era, 25 Seventh St., Providence 6, R. I. Estimated
construction cost $10,785, first year operating
cost $31,000, revenue $62,000. Mrs Salera (55%),
advertising, Arthur L. Movsovitz (40%), adver-
tising interests, and Edson E. Ford (5%), country
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
FULLTIME
INDEPENDENT
$500,000
This property is
truly priced right
in a major mar-
ket. Good asset
position.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
FULLTIME
REGIONAL
$70,000
Combination op-
eration. Growing
market with pay-
roll and agricul-
tural economy.
29% down.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
FULLTIME
$900,000
A real profit-
maker in a major
market. Financ-
ing available.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
FULLTIME
INDEPENDENT
$250,000
Retail sales in ex-
cess of $300,000,-
000 a year.
Diverse economy.
Includes valuable
real estate. $100,-
000 down.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
FULLTIME
INDEPENDENT
$50,000
Single station
market. Growth
potential. Com-
bined owner-op-
erator plant. One-
half down.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
April 29,1957 • Page 115
A
FOR THE RECORD
show producer, will be owners. Announced April
24. _
Bassett, Va.— S. L. Goodman, 1270 kc, 500 w D.
P. O. address Drawer 2-y, 303 W. Main St., Rich-
mond, Va. Estimated construction cost $16,250,
first year operating cost $25,000, revenue $28,000.
Mr. Goodman, owner WILA Danville, WYTI
Rocky Mount and 60% WYSR Franklin, all Va.
will be sole owner. Announced April 24.
Denbigh, Va. — Cy Blumenthal, 1570 kc. 250
w D. P. O. address c/o Mr. Blumenthal, 5232 Lee
Hwy., Arlington, Va. Estimated construction cost
$19,900, first year operating cost $48,000, revenue
$60 000. Mr Blumenthal, owner KCKN Kansas
City, Kan., WCMS Norfolk, Va. and majority
stockholder WARL-AM-FM Arlington, will be
sole owner. Announced April 24.
Burien, Wash. — Sea-Tac Enterprises, 800 kc,
250 w D. P. O. address Box 26, Burien. Estimated
construction cost $11,300, first year operating
cost $52,000, revenue $63,000. Principals include
James A. Murphy (43%), attorney, Wallace K.
Reid (33%), 33.33% owner KORD Pasco, Wash.,
and Gordon M. Byrholdt (24%), attorney, are
owners. Announced April 24.
cense from Radio Station WAIT to Radio Station
WAIT for $98,000. Owners will be Oscar Miller,
Gertrude Miller, Julius Miller and Bertha L.
Miller. Announced April 23.
WGHN Grand Haven Bcstg. Co., Grand Haven,
Mich. — Granted transfer of control from Hilbert
F. Wulf to Hilbert F. and Helen M. Wulf and
The Michigan Trust Co. and Walter K. Schmidt,
trustees of the Anna Wulf Trust, et al, a part-
nership, d/b as Homeport Co.
WTIK Durham, N. C. — Granted assignments li-
cense and cp from Mid-Carolina Bcstg. Co. to W
& W Bcstg. Co. Corporate change. No change of
control. Announced April 23.
WKPT-AM-FM Kingsport, Tenn. — Granted ac-
quisition of positive control of licensee corpora-
tion by C. P. Edwards Jr. through purchase of
stock (135 shares) from Howard Long for $54,000.
Mr. Edwards will own 59.67%. Announced April
23.
WILA Danville, Va. — Granted assignment of li-
cense from S. L. Goodman to WILA Inc. Corpo-
rate change. No change of control. Announced
April 17.
Existing Am Stations . . .
ACTIONS
CALL LETTERS ASSIGNED
WEZY Cocoa, Fla — Irving Braun, 1480 kc.
WDOL Athens, Ga. — Southeastern Bcstg. Sys-
tem, 1470 kc.
KELL Kellogg, Idaho— Radio Kellogg Inc., 900
kc.
KCFI Cedar Falls, Iowa— Jane A. Roberts,
1250 kc
WLEN Hattiesburg, Miss. — Dave A. Matison Jr.,
1310 kc.
KBGF Great Falls, Mont. — Community Bcstrs.,
1450 kc. Changed from KUDI.
WPOW Brooklyn, N. Y. — Tele-Bcstrs. of New
York Inc., 1330 kc. Changed from WBBR.
WEBO Owego, N. Y. — Erdman Bcstg. Co., 1330
kc. Changed from WONY.
WMNF Richwood, W. Va.— Royal Bcstg. Co.,
1280 kc.
WLCX La Crosse, Wis. — La Crosse Radio Inc.,
1490 kc. Changed from WLDL.
APPLICATIONS
WJIV Savannah, Ga. — Seeks cp to increase
power to 5 kw and install new trans.
Existing Fm Stations . . .
ACTIONS
CALL LETTERS ASSIGNED
KBBI (FM) Los Angeles, Calif.— Bible Institute
of Los Angeles Inc., 107.5 mc.
KGLA (FM) Los Angeles, Calif.— Echo Park
Evangelistic Assn., 103.5 mc. Changed from KPUL
(FM).
WXFM (FM) Elmwood Park, 111.— Evelyn R.
Chauvin Schoonfield, 105.9 mc. Changed from
WLEY (FM).
WGTS-FM Takoma Park, Md.— Washington
Missionary College Inc., 91.9 mc.
Ownership Changes . . .
ACTIONS
WAIT Chicago, 111. — Granted assignment of li-
APPLICATIONS
WBRC-AM-FM-TV Birmingham, Ala.— Seeks
assignment of license from Storer Bcstg. Co. to
WBRC Inc. for $6,350,000. Radio Cincinnati Inc.,
licensee of WKRC-AM-TV Cincinnati, Ohio, will
be owner. Cincinnati Star-Times (80%) and Hul-
bert Taft (20%) own Radio Cincinnati. An-
nounced April 17.
WJHP-AM-FM Jacksonville, Fla. — Seeks as-
signment of license from Jacksonville Journal
Co. to Radio Jax Inc. for $275,000. Carmen Macri,
owner WWOK Charlotte, N. C, WQIK-TV Jack-
sonville, WSUZ Palatka, Fla. and minority in-
terest WMIE Miami, Fla. will be sole owner. An-
nounced April 17.
WAFB-AM-FM Baton Rouge, La. — Seeks as-
signment of license from Modern Bcstg. Co. to
Merchant Bcstrs. Inc. for $175,000. Owners will
be Ralph L. Burge (13.33%), Louis S. Prejean
(13.33%) and 15 others. Announced April 17.
WEIM Fitchburg, Mass. — Seeks assignment of
license from WEIM Fitchburg Inc. to Newcomb
Bcstg. Corp. for $169,000. Arthur Newcomb, own-
er of WOTW-AM-FM Nashua, N. H., will be
sole owner. Announced April 17.
WRNY Rochester, N. Y. — Seeks transfer of
control of licensee corporation from Rochester
Bcstg. Co. to Florida East Coast Bcstg. Co. for
$90,000. Harry Trenner (60%) and Herbert Schorr
(40%) are owners, of WFEC Miami, Fla. An-
nounced April 17.
WYCL York, S. C— Seeks assignment of li-
cense from C. B. and C. C. Sigmon to the Sig-
moid's and Harvey R. Laughter for $1,567. C. B.
will own 34%, C. C. 33% and Mr. Laughter 33%.
Announced April 17.
KBYR Anchorage, Alaska — Seeks positive con-
trol of permittee corporation through purchase
of stock from Urgel G. and Virginia M. Bell to
J. Chester and Josephine Gordon. Real estate
owned by the Gordons will be exchanged for
the stock. Announced April 24.
Hearing Cases
KGHL-TV Billings, Mont. — FCC announced its
decision of April 17 affirming and making ef-
fective immediately a Nov. 23, 1955 grant to
Midland Empire Bcstg. Co. for cp for new tv on
ch. 8 in Billings and denying protest and re-
quest to reopen record and remand filed by
KOOK-TV, ch. 2 Billings. Comr. Hyde concurred
in result; Comr. Bartlev concurred in result and
Eastern Regional
$150,000.00
A top 5 kw fulltime facility located in one of the finest
larger southeastern markets. This under-developed property
has one of the best potentials available in major market radio.
NEGOTIATIONS • FINANCING • APPRAISALS
^BLackburn & Company
WASHINGTON, D. C. ATLANTA
James W. Blackburn Clifford B. Marshall
Jack V. Harvey Stanley Whitaker
Washington Building Healey Building
STerling 3-4341 Jackson 5-1576
issued statement.
KHVH Honolulu, Hawaii — FCC granted petition
by Kaiser Hawaiian Village Radio Inc., and en-
larged issues in oral argument on application
for new am on 1040 kc, 5 kw. U. in Honolulu,
Hawaii, to include issues 5 and 6 contained in
protest by KIKI Honolulu, regarding applicant's
financial and character qualifications.
Routine Roundup . . .
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of April 19
WQXT-FM Palm Beach, Fla.— Granted cp to
change ERP to 22 kw and make changes in trans.
WRC-FM Washington, D. C. — Granted cp to
change trans, and studio locations to 4001 Ne-
braska Ave., N.W.; antenna height to 480 ft.; con-
ditions.
KRIS-TV Corpus Christi, Tex. — Granted cp to
change ERP to vis. 100 kw, aur. 50 kw, and
change type of trans.
WMVS-TV Milwaukee, Wis.— Granted mod. of
cp to change ERP to vis. 83.2 kw, aur. 41.7 kw,
change trans, location, install new ant. system,
antenna height 740 ft.
The following were granted extensions of com-
pletion dates as shown: WMAL-TV Washington,
D. C, to 8-5; WBUF Buffalo, N. Y., to 10-1;
WPTA, Roanoke, Ind., to 9-15; KMOT Minot,
N. D., to 10-5; KETC St. Louis, Mo., to 11-6.
Actions of April 18
WABA, Hector Reichard, Aguadilla, P. R. —
Granted authority to operate trans, by remote
control.
KRRV Sherman, Tex. — Granted license cover-
ing erection of two new towers and make changes
in directional ant. system; conditions.
WMFJ Daytona Beach, Fla. — Granted cp to
change ant. -trans, location.
The following were granted extensions of
completion dates as shown: WQMC Charlotte,
N. C, to 8-1; KRSC Othello, Wash., to 9-12; KLVI
Vivian, La., to 6-9.
Actions of April 17
WQOK Greenville, S. C. — Granted license cov-
ering change from employing DA-2 to DA-N
only.
Granted licenses for the following am broad-
cast stations: WIOD Sanford, Fla.; WICO Salis-
bury, Md.; WZYX Cowan, Tenn.; KLYR Clarks-
ville, Ark.; KGOL Golden, Colo.; KRDG Redding,
Calif.
Granted licenses for the following fm broad-
cast stations: KJMI (FM) Sacramento, Calif.;
WORA-FM Mayaguez, P. R.
WKNY Kingston, N. Y. — Granted cp to change
ant.-trans. location.
WVJS-FM Owensboro, Ky.— Granted cp to
change ERP to 10 kw, ant. height to 370 ft.
WJMC-FM Rice Lake, Wis.— Granted cp to
change ERP to 50 kw.
WNYS Salamanca, N. Y. — Granted mod. of cp
to change studio location and operate trans,
by remote control.
The following were granted extensions of
completion dates as shown: WDMG Douglas, Ga.,
to 6-1. conditions: KEEN San Jose, Calif., to 6-30,
conditions: WSBR Warwick, R. I., to 8-15: KOYL
Odessa, Tex., to 8-27.
Actions of April 16
Granted licenses for the following am broad-
cast stations: WRGR Starke, Fla.; WNBP New-
buryport, Mass.; KCLN, Clinton, Iowa, condi-
tions ;WTRO Dyersburg, Tenn., condition; WMLF
PineviUe, Ky.; KWEL Midland, Tex.
The following were granted extensions of
completion dates as shown: WTOV-TV Norfolk,
Va., to 10-16; KSTF Scottsbluff, Neb., to 8-12.
Actions of April 15
WBOR (FM) Brunswick, Me. — Granted license
for new noncommercial educational fm.
WFST-FM Caribou, Me. — Granted license for
new fm.
WLOL-FM Minneapolis, Minn. — Granted license
for new fin.
By Chief Hearing Examiner
James D. Cunningham
Charles R. Bramlett, Torrence, Calif. — Ordered
that oral argument on the petition of A. A.
Crawford, Beverly Hills, Calif., for dismissal of
his application without prejudice, will be held
April 26. in proceeding on am applications of
Bramlett and Crawford, et al.
By Hearing Examiner Hugh B. Hutchison
On the Hearing Examiner's own motion, or-
dered that formal hearing conference will be
held on April 26 on applications of Ponce de
Leon Bcstg. Co., of Puetro Rico, et al., for cps
for new tvs on ch. 3 in Mayaguez, P. R. Action
April 19.
Cherokee Bcstg. Co., Murphy, N. C. — Granted
Page 116
• April 29, 1957
Broadcasting • Telecasting
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
ecutive Offices
35 De Sales St., N. W. ME. 8-5411
<fices and Laboratories
1339 Wisconsin Ave., N. W
cishington, D. C. ADams 4-2414
Member AFCCE *
ommercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
7ERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL P. MAY
I 14tb St., N. W.
ashlngton 5, 0. C.
Sheraton Bldg.
REpublie 7-3984
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
EO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
10 Eye St., N.W., Washington, D. C.
.ecutive 3-1230 Executive 3-5851
Member AFCCE*
JOHN B. HEFFELFINGER
4)1 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
16 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1206
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. - Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-269S
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE *
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE *
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANT S — Specimlistt in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants"
Norwood J. Patterson, Owner
1111 Market Street San Francisco, Calif.
MArket 1-8171
Broadcasting
Telecasting
April 29. 1957 • Page 117
petition for continuance of further hearing in
proceeding on its am application and that of
Valley Bcstg. Co., Murphy; further hearing con-
tinued from April 29 to May 3 and date for ex-
change of written affirmative cases between ap-
plicants is postponed until April 26. Action April
By Hearing Examiner Charles J. Frederick
Ordered that hearing scheduled for May 1 is
continued without date re applications of Video
Independent Theatres Inc. and KSOO-TV Inc.,
for cps for new tv stations on ch. 13 in Sioux
Falls, S. D.
By Hearing Examiner Thomas H. Donahue
On request of Ponce TV Partnership, ordered
that hearing on its application for cp for new
tv station on ch. 7 in Ponce, P. R., is continued
from April 24 to 25, at 2 p.m.
By Hearing Examiner Charles J. Frederick
Ordered that further proceedings on am appli-
cations of Valley Bcstg. Co. and O. K. Bcstg.
Co. Bakersfield, Calif., including hearing sched-
uled for May 1, be continued without date pend-
ing further action by the Commission on appli-
cation by Edward E. Urner, Bakersfield, which
seeks consolidation for hearing with these ap-
plications.
By Hearing Examiner Herbert Sharfman
RKO Teleradio Pictures Inc. — Granted request
to correct transcript in the matter of application
for assignment of licenses and cp of stations
WGMS, Bethesda, Md. and WGMS-FM, Washing-
ton, D. C.
April 18 Applications
ACCEPTED FOR FDLING
Modification of Cp
Following seek mod. of cp to extend com-
pletion dates: KTLA (TV) Los Angeles, Calif.;
KPLC-TV Lake Charles, La.; WJBK-TV Detroit,
Mich.; WNMP Evanston, HI.
License to Cover Cp
WBCA Bay Minette, Ala. — Seeks license to
cover cp which authorized new am.
WCHK Canton, Ga. — Seeks license to cover
cp which authorized new am.
COLORCAST 1 NO
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
April 30, May 7 (9:30-10 p.m.) Red
Skelton Show, S. C. Johnson & Son
through Foote, Cone & Belding and
Pet Milk Co. through Gardner Adv.
May 1 (8-9 p.m.) Arthur Godfrey
Show, participating sponsors
May 3 (3:30-4 p.m.) Bob Crosby Show,
particpating sponsors.
May 8 (8-9 p.m.) U. S. Steel Hour,
U. S. Steel Corp. through BBDO.
NBC-TV
April 29-May 3, May 6-8 (1:30-2:30
p.m.) Club 60, participating sponsors.
April 29-May 3, May 6-8 (3-4 p.m.)
Matinee Theatre, participating spon-
sors.
April 29 (8-9:30 p.m.) Producer's
Showcase, RCA and RCA-Whirlpool
through Kenyon & Eckhardt.
April 30 (8-8:30 p.m.) Arthur Murray
Party, Speidel through Norman, Craig
& Kummel and Purex through Weiss
& Geller.
May 1, 3, 10 (7:30-7:45 p.m.) Xavier
Cugat Show, sustaining.
May 1, 8 (9-10 p.m.) Masquerade
Party, participating sponsors.
May 1, 8 (9-10 p.m.) Kraft Television
Theatre, Kraft Foods Co. through J.
Walter Thompson Co.
May 2 (10-11 p.m.) Lux Video Thea-
tre, Lever Bros, through J. Walter
Thompson Co.
May 3 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
May 3 (10-11 a.m.) Home Show, (in-
serts of color during show), partici-
pating sponsors.
May 4 (8-9 p.m.) Perry Como Show,
participating sponsors.
May 6 (8-8:30 p.m.) Adventures of
Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros.
through Sullivan, Stauffer, Colwell &
Bayles.
May 6 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham, Louis &
Brobry and Mennen Co. through Grey
Adv.
May 7 (9:30-10:30 p.m.) Kaiser Show,
Kaiser Aluminum through Young &
Rubicam.
April 24 Applications
ACCEPTED FOR FILING
Modification of Cp
KBMB-TV Bismarck, N. D. — Seeks mod. of cp
to change ERP 89 kw vis., 41.5 kw aur. and in-
stall new ant. system.
KMOT (TV) Bismarck, N. D. — Seeks mod. of
cp to change ERP to 26.6 kw vis., 13.3 kw aur.,
change trans, and studio location.
KBAS-TV Ephrata, Wash. — Seeks mod. of cp
to change ERP to 13.4 kw vis., 6.7 kw aur.
Following seek mod. of cp to extend com-
pletion dates. KVGN Fairbanks, Alaska, WHLT
Huntington, tod., KMOT-TV Bismarck, N. D.,
WSBA-TV York, Pa.
License to Cover Cp
WCME Brunswick, Me. — Seeks license to cover
cp which authorized change power, new trans,
and change ant. system.
WRKE Roanoke, Va. — Seeks license to cover
cp which authorized new am.
April
April 28-May 4: Brand Names Week.
May
May 1: Spring meeting, Assn. of Cinema Labora-
tories, Washington.
May 1-3: Electronic Components Symposium,
Morrison Hotel, Chicago.
May 2-3: International convention of Interna-
tional Advertising Assn. Inc., Hotel Roosevelt,
New York City.
May 2-3 : Washington State Assn. of Broadcasters,
Olympic Hotel, Seattle.
May 3-4: Annual conference, Radio-TV News
Directors Assn. of the Carolinas.
May 5-11: National Radio Week.
May 6-8: Annual meeting, Assn. of Canadian
BROADCAST TUBES are always in stock at ALLIED
Refer to your complete »
ALLIED Buying Guide
for station equipment
and supplies. Get
what you want when
you want it. Ask to
be put on our
"Broadcast Bulletin"
mailing list.
ALLIED RADIO
100 N. Western Ave.
Chicago 80
Phone: HAymarket 1-6800
IMMEDIATE DELIVERY ON
& RCA 5820
allied is the world's
largest supplier of power
and special-purpose tubes
for broadcast station use.
Look to us for immediate,
expert shipment from the
world's largest stocks.
Page 118 • April 29, 1957
Advertisers, Royal York Hotel, Toronto, Ont.
May 7-9: Annual convention, Alpha Epsilon Rho,
Deshler-Hilton Hotel, Columbus, Ohio.
May 11: United Press Broadcasters of Connecti-
cut, Sun Valley Acres, Meriden, Conn.
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17: Pennsylvania Assn. of Broadcasters,
Hotel Bedford Springs, Bedford Springs.
May 15-17: Radio-Electronics-Tv Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 16-17: Nebraska Broadcasters Assn., annual
conference, McCloud Hotel, York, Neb.
May 18: United Press Broadcasters of Indiana,
Indianapolis.
May 20-21 : Wisconsin Broadcasters Assn., Hotel
Plankinton, Milwaukee.
May 20-22: Armed Forces Communications &
Electronics Assn., Sheraton Park Hotel, Wash-
ington, D. C.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
May 23: United Press Broadcasters Assn. of Term.,
Andrew Jackson Hotel, Nashville.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 25: United Press Broadcasters of Pennsyl-
vania, Holiday Motel, Mechanicsburg, Pa.
May 25-26 : Louisiana -Mississippi AP Broadcasters
Assn., Holiday Inn Motel, Monroe, La.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria, New York.
May 29-30: North Carolina Assn. of Broadcasters,
Grove Park, Asheville.
June
June 4-6: National Community Tv Assn., Penn-
Sheraton Hotel, Pittsburgh, Pa.
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention, Advertising Fed-
Continues on page 123
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
RADIO
Help Wanted
Several men needed by progressive, fast grow-
ing, multiple station organization. Sales manager,
chief engineer, engineer-announcer, salesmen-
announcers, announcer-copywriter, and staff an-
nouncers. Better than average pay for right men.
' Send full particulars first letter including refer-
ences, photo and audition if announcer applicant.
Box 433G, B-T.
Where are you? Now that I need you! An-
nouncers, salesman, disc jockeys, copywriters
. . . experience means money. Send audition and
availability to Sam Zack, WRGR Radio, Starke,
Florida.
Management
Here's a chance of a lifetime for program direc-
tor or chief announcer to step up to management
level. Growing organization in eastern United
States needs a young married man with car for
assistant manager position. Job offers opportu-
nity at managership in near future. Send tape,
resume, photo to Box 861E, B»T.
Exceptional opportunity for station manager . . .
established independent daytimer in midwest
city 25,000 in growing, well-balanced industrial-
agricultural market affords qualified station man-
ager or salesman opportunity advancement with
expanding organization now operating three
stations. Remuneration based on salary, com-
mission, override limited only by applicants
ability to produce. Station well equipped, ade-
quately staffed, three member sales department
housed in modern building. Forward complete
resume, photo, references. Box 452G, B«T.
Sales manager with executive potential for major
market network station. Excellent income for
right man, with department override, commis-
sions, and quarterly bonus. If interested in this
lucrative position, send full information and pic-
ture to Box 512G, B«T.
Sales
Salesman — midwest — over \'2 million market —
5 kw daytime-independent — offers guarantee,
15% commission, protected account list. Prefer
well-rounded sales and radio experience in small
market ready to move into a real big money
market. Box 456G, B»T.
Opporunity of a lifetime! Aggressive, high cali-
bre men with extensive regional or national radio
or tv station contacts. Men who travel and sell
programs, films, promotions, or services. For
district managerships. Starting draw $12,000.
Overrides plus commissions will earn right men
considerably more. Advertising Consultants, Inc.
Box 484G, B-T.
Northeastern Ohio, substantial market. Unusual
opportunity for a young experienced salesman
to take over protected and lucrative account
list. Should earn 39,000 first year. Top guarantee
and draw. Assured future for the right man.
Send complete resume and references. Box 485G,
B«T.
Account executive wanted by top-Florida net-
work station. This is an ideal opportunity for
two hard-hitting sales executives who want
to make money in a major market. Send full
information, picture to Box 487G, B«T.
Opportunity for experienced salesman. Good
market. Good deal. KFRO, Longview, Texas.
WFRL, Freeport, Illinois offers $400.00 per month
initial guarantee for 3 months, then guaranteed
draw and commission proposition that pays up
to 40%. Call Dave Taylor.
Great opportunity with new organization. Have
one good salesman, need another. Must know how
to sell radio in a competitive market. $75.00 per
week salary, plus 15% on all sales of $500 per
week. Send all information, plus photo to James
Stock, General Manager, WGKV, Charleston,
West Virginia.
Experienced salesman for metropolitan market.
5000 watt station. Excellent opportunity with good
chance for advancement. Car required. Howard
Hayes, WOKO, Albany, New York.
RADIO
Help Wanted — (Cont'd)
Sales
Salesman: WOOD, Western Michigan's leading
station needs young, aggressive salesman for
expanding staff. Excellent opportunity for an
above average income. Send full resume to
Michael O. Lareau, WOOD, Grand Rapids, Michi-
gan.
Announcers
$700 a month for DJ with glib, fast-paced de-
livery. Rhyming intros to records. Limited rock
'n roll, mostly good pops and albums. Wanted by
station in Midwest. Box 781E, B»T.
Multiple station operation needs combination
pop — r & r DJ's. Send tape and resume. Box
264G. B'T.
Number 1 station in Florida east coast market
needs two hard working production perfect per-
sonality announcers willing to write copy and
produce commercials. Box 321G, B-T.
Tucson, Arizona, prestige station needs announc-
er-salesman. Salary for announcing, draw against
twenty percent for sales. Send tape and ref-
erences, along with present sales resume. Box
388G, B-T.
• DEADLINE: Undisplayed— Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 204 per
word
$2.00 minimum
• HELP WANTED 25 <? per word
$2.00 minimum
• All other classifications 30^ per word
$4.00 minimum
• DISPLAY ads #15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Number one negro station — primary market —
offers outstanding opportunity to experienced
negro DJ with exceptional voice and personality.
Send letter and recent photograph immediately,
with audition tape following. Box 415G, B»T.
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 421G. B-T.
Experienced first disc jockey. Only top talent
need apply. Send tape, resume and photo to
Box 461G, B-T.
Wanted: Morning staffer, versatile, friendly de-
livery, willing to grow with station. Lively inde-
pendent in New England resort area. Send tape,
resume, state salary requirements. All replies
confidential. Write Box 462G, B'T.
Established, expanding daytimer, prosperous
east coast agricultural area, two hours from
four metropolitan centers, needs experienced
DJ, preferably first phone, immediately. Salary
open. Box 471G, B-T.
Play-by-play man to also cover news and sports
beat. Write radio and tv newscasts. Salary $70.00.
Box 473G, B»T.
Excellent opportunity for experienced disc jock-
ey .. . strong on commercials, at one of the
South's leading independents. Favorable work-
ing conditions plus retirement plan. Top salary.
Send tape and resume, to Box 488G, B«T.
RADIO
Help Wanted— (Cont'd)
Announcers
Announcer — WTWA, Thomson, Georgia, needs
beginner willing to start at beginners pay. South-
easterners only. Box 499G, B-T.
First phone combo strong on announcing for
Michigan, salary excellent, no drifters, send
tape and resume. Box 500G, B«T.
Outstanding disc jockey with good voice and
witty personality for fast growing southern
California station. Send complete information
and audition tape to Box 501G, B-T.
DJ-personality for top-flight major market (first
10) network operation in midwest. Must be ex-
perienced, no beginner. Unlimited opportunity,
income open to discussion. Send full details,
photo and audition tape to Box 511G, B«T.
Experienced announcer with first. No mainte-
nance. Write KAGH, Crossett, Arkansas.
Opportunity for good married staff announcer.
Send resume. ABC Network. KFRO, Longview,
Texas.
If you have a first class license, a good voice,
like to work, enjoy eating and dressing well,
want to live in one of the nation's outstanding
recreational areas, and are looking for a real
opportunity with a growing company, rush let-
ter, tape and photo to Dick Vick, KGEZ-AM-
TV, Kalispell, Montana.
Top pay for top announcer with first class ticket
for top Pulse rated station. Send tape and letter
to Bob Rohrs, General Manager, KJAY, Topeka,
Kansas.
Experienced announcer and newsman. McLendon
stations, all in Texas. Send tapes, Bill Morgan,
General Manager, KLIF, Dallas, Texas.
Negro DJ's — experienced in R & B and religious.
Immediate opening at KOKY, Little Rock, or
WOKJ, Jackson. Send details and photo to Box
2667, Jackson, Mississippi, or Box 1956, Little
Rock, Arkansas.
Warm friendly voice for personality show, news-
casts. Daytimer, ideal for able beginner or ex-
perienced man wanting nice climate, friendly
community. Describe experience, ability. KOMB,
Cottage Grove, Oregon.
Announcer with first phone emphasis on an-
nouncing. Opening May first. Send tape, photo
and resume to KSID Radio, Box ECF, Sidney,
Nebraska.
Need qualified staff announcer for network sta-
tion. Excellent opportunity. Prefer southwest-
erner. Complete details, should include picture,
minimum salary, tape. Manager, KSWS, Roswell,
New Mexico.
Wanted: Announcer, sports interests holding
first class license permanent position with bene-
fits. $400 monthly. Send tape and full particulars,
WEED, Rock Mount, North Carolina.
Experienced announcer, 40 hour week, ABC
outlet. Must have background in good pops,
standard and pop concert presentations. $75.00
per week. Send tape and photo with resume to
James Stock. General Manager, WGKV, Charles-
ton, West Virginia.
Announcer with first class ticket. WKXY, Sara-
sota, Florida.
Experienced board announcer. WLDB, Atlantic
City, N. J.
Experienced staff announcer-DJ — good selling
voice — strong on commercials and news. 40 hour
week — car required. Send tape, experience rec-
ord and photo to to Howard B. Hayes, Manager,
WOKO, Albany, New York.
Instructor wanted, teach radio announcing and
production. $425.00 month to start, about $550.00
within year. Two years college plus two years
experience required. Keegan graduates also con-
sidered. Keegan Technical Institute, Box 5,
Memphis, Tennessee.
DOLLAR FOR DOLLAR *
Broadcasting • Telecasting April 29,1957 • Page 119
RADIO
RADIO
RADIO
Help Wanted — (Cont'd) Help Wanted — (Cont'd) Situations Wanted — (Cont'd)
Announcers
Want Florida position? We know markets, have
contacts. Write. Nationwide Placement Service,
P. O. Box 8585, Jacksonville, Florida.
Wanted: Two announcers. Must have first phone.
No maintenance. Box 485. Aberdeen, Maryland.
Technical
Expanding organization needs a chief- engineer
with good maintenance ability. Must have car
and be able to assume responsibility for repair
and purchase. Good salary. Possibility of in-
stalling new station in near future. Send photo
and resume to Box 860E, B«T.
Chief needed small daytimer. Double in sales,
news, writing or announcing. Ideal for able be-
ginner, or experienced man wanting nice cli-
mate, friendly community. KOMB, Cottage
Grove, Oregon.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio. Boonville, New York.
Immediate opening for first phone technician.
Must have car. Permanent position. Contact at
once, Frank Laughlin, WGEM - AM - FM - TV,
Quincy, Illinois.
To become chief with WGKV, ABC outlet in
Charleston, West Virginia. Fully responsible for
operation and maintenance. Must have car, $90.00
per week. Will consider all replies. Send resume
plus photo to James Stock, General Manager,
WGKV, Charleston, West Virginia.
Engineer, first class license. Experienced trans-
mitter and control room. WIBX, Utica, N. Y.
Engineers. Expanding operations. Hawkins
Broadcasting Services, 920 King, Wilmington,
Delaware.
P rogramming-Prodiiction , Others
Programming-Production, Others
Wanted: Executive type secretary. Must be adapt-
able, resourceful and, above all, alert. Handle
correspondence for home office of burgeoning
broadcasting chain. Should have thorough, or
at least basic, knowledge of radio and allied
fields. No ulcer factory. Happy, congenial, "coun-
try club" type surroundings in major midwestern
city. Company benefits make it almost as profit-
able to be ill or decease. Very top pay to the
right girl. Run, do not walk to the nearest type-
writer and send all details to Box 481G, B-T.
Required good organizer; creative; pop music
minded; adaptable to ideas. Send tape, resume,
references. KVOS, Bellingham, Washington.
Immediate opening . . . wide awake, imaginative
continuity writer . . . eastern metropolitan sta-
tion. Excellent working conditions. Send sample
copy, photo and experience to WILM, 920 King
Street, Wilmington, Delaware.
Situations Wanted
Management
Versatile, dependable sales manager with ability
to increase sales. Have had experience as station
manager and chief engineer. Prefer Rocky Moun-
tain or west. Box 450G. B-T.
Manager-chief engineer-plus aggressive sales
personality coupled with experience in economi-
cal operation gives greatest net profit. Five years
with present employer. Sober, reliable family
man. Box 451G. B-T.
Young man wants a small southern station.
Heavy selling experience. Box 465G, B-T.
Sales manager, southwest, strong background,
married . . . willing to create opportunity. Box
472G, B'T.
Manager, desires position in progressive small-
market community with good potential. Good
record community service and client relations.
Prefer new station, can arrange partial staff.
16 years radio and tv. Box 493G, B-T.
Announcers
Girl personality — DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
688E, B-T.
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 215G, B«T.
Negro DJ, versatile, all phases. Good board op-
erator, travel. Box 315G, B-T.
Announcer, negro, SRT graduate. Short on ex-
perience, lot ambition. Strong commercial DJ.
Tape available. Box 429G, B-T.
Versatile, good music and newsman. Experienced
from top to bottom of log. Commercial special-
ist. Try me. Box 459G, B»T.
Young man . . . good voice . . . heavy small
station experience . . . good salesman . . . second
ticket . . . maintenance . . . first soon. Box 466G,
B-T.
DJ, with three years experience, good commer-
cial, news, sports. Box 470G, B»T.
Midwest preferred: 21, single, am-tv school.
Strong music background. Good news and com-
mercial work. Presently employed NBC-night
operation. Box 474G, B-T.
3 years experience, DJ, announcer. Have and will
build audience. Desire to relocate in Wisconsin,
but all reasonable offers considered. Presently
emnloyed Box 475G, B-T.
Experienced announcer-DJ with imagination
available. Box 476G, B«T.
Top-flight sportscaster-salesman, 29, selling my
station partnership, desires permanent radio-tv
in west or southwest. Excellent references,
KAYE, Puyallup, Washington. Box 478G, B«T.
News. Excellent opportunity for experienced
newscaster, reporter and editor. Leading mid-
western metropolitan station. Detail full partic-
ulars, including salary expected, when available.
Attach small photo, which cannot be returned.
Confidential. Box 464G, B-T.
Sales
Self-starting salesman with manager capabilities
and 11 years sales experience desires connection
with solid but progressive midwest station. Box
453G, B-T.
Announcer with ten years experience desires
all-night disc show major market. Presently
top-rated Hooper and Pulse afternoon DJ in
major market. Ability to please audience and
sell for sponsor. Married. Box 491G, B»T.
Announcer, versatile, experienced morning man,
pop and country, play-by-play sports, special
events. Box 492G, B-T.
Attention northeast: Announcer who sells sports
like he's client. 5 years experience. Employed.
Salary talent only. Box 498G, B«T.
Staff announcer, first phone, no maintenance,
married, experienced, presently employed. Box
502G, B-T.
Add distinction to your staff. An aspiring young
man with an authoritative style of newcasting
and an outstanding personality for DJ work
interested in advancing with a growing concern.
Strong on commercials. Tape available. Good
references. Will travel anywhere. Box 504G, B-T.
Radio school graduate seeks first announcing
job. Conscientious. Will travel. Box 506G, B»T.
Negro DJ, operate own board. News and com-
mercials, rock and roll, popular, religious DJ.
Willing to learn. Box 507G, B-T.
Young, experienced sportscaster, can handle staff
work, excellent play-by-play, now working 5kw
station in east. Box 508G, B-T.
Copywriter, 4 years experience, seeks position
in Michigan station. Good, selling, copy. Write or
phone John Bradley, 1733 Birney, Saginaw, Mich-
igan. PL 3-5952.
Beginner announcer, married, 26. Available im-
mediately. Tape and resume. Walter Kaikaris,
837 Garfield, Oak Park. Illinois.
Announcer-DJ — specializing popular and hill-
billy music, sports. Veteran: 3rd class license.
Prefer east coast. Contact Joe Mock, 830 North
Stuart Street, Arlington, Virginia. JAckson 5-5748.
Wanted: Top deejays and newsmen at
BAGHDAD ON THE BAYOU
KLRS IN HOUSTON
Here's your chance to be in on the ground floor with another
of the nation's coming great independents — KLBS in Houston.
We need top disc jockeys, with good voices and gimmicks or
different styles, and also top radio newsmen. If you fit in either
category and want a top opportunity, send your audition tape
and background information today, to:
Gordon M cLendon
2104 Jackson Street
Dallas, Texas
Page 120 • April 29, 1957
Broadcasting • Telecasting
RADIO
Situations Wanted — (Cont'd)
Technical
Engineer, first phone. Directional and remote
control experience. No announcing. Box 477G,
B-T.
Engineer, am and tv operation and maintenance.
3 years experience. Can accept responsibility. No
announcing. Box 483G, B-T.
Engineer-announcer, nine years broadcast exper-
ience. Six vears staff announcer on 5000 watt
indie. Hillbilly music DJ. Wants job in south-
east small station to work toward chief engineer.
P. O. 432, Hamilton, Alabama.
Programm ing-Produ ction, Others
Newscaster-reporter-editor. 6 years radio expe-
rience. Heavy on local news, interviews, special
events. Past HTNDA Director. 28. Family. Box
366G, B-T.
Desire programming. New England. Seven years
agency marketing, research. Experienced all
phases-announcing, continuity, traffic, merchan-
dising, classical. 34. MS Degree. Box 510G, B-T.
Top grade program director now operates small
station in all capacities wants to advance in both
tv and radio. Young family man looking for
permanent growth and stability. Full details and
references available. L. LeRoy, 2916 N. Cicero,
Chicago 41, niinois.
Award winning Canadian newsman immigrating
to U.SA. Top-rated, reliable, nine years experi-
ence, married. Seeking permanent employment,
presently news director-radio-tv. Prefer radio.
Write, wire, phone H. J. Tate, 348 Yonge Street,
Kingston, Canada.
TELEVISION
Help Wanted
Sales
Wanted: Salesman, local and regional television
sales; midwest station, guaranteed salary plus
commission: excellent opportunity for top man.
Write or Wire. Box 437G, B-T.
Announcers
Pre-freeze vhf in southeast accepting announcer
applications. Tv experience preferred, but top-
notch radio background will be considered. Send
full details of previous experience, including pic-
ture and salary requirements, first letter. Box
439G, B-T.
New television station has opening for two an-
nouncers. Permanent positions. Personal inter-
views required. Write WTEV-TV Tupelo, Missis-
sippi.
Want Florida position? Tv growing daily. We'll
place you. Write. Nationwide Placement Service,
P. O. Box 8585, Jacksonville, Florida.
Technical
Wanted immediately, studio technical 1st phone.
Experience unnecessary. Pleasing personality a
must. Must have reliable references. Box 468G,
B-T.
Tv engineer, first class license. Established tv
operator. Salary depends on experience and
ability. Opportunity for advancement. State ex-
perience, salarv desired and enclose snapshot.
Chief Engineer, KKTV, Colorado Springs, Colo-
rado.
First class engineer, 891.00 weeklv starting. Some
experienced television. Contact Chief Engineer,
KSWO-TV Lawton, Oklahoma.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Programming-Production, Others
PD needs right hand. Director-announcer to
function as production manager. Duties include
directing, on-camera announcing, and supervision
of entire production operation— directors, an-
nouncer, staging, lighting, etc. This is a unique
opportunity- in a midwest NBC vhf for a creative
and versatile man who can seek out, as well as
accept responsibility. Highly competitive 2 sta-
tion market. Give all details including experience
and minimum salary in first letter. Box 407G, B-T.
Broadcasting • Telecasting
TELEVISION
Help Wanted— (Cont'd)
Programming-Production, Others
Midwestern vhf offers excellent opportunity for
capable director to assume full responsibility over
live programming, including actual direction of
several shows. Work with young, aggressive per-
sonnel to develop and polish schedule of live
programs plus spots. Must have that certain
flair for. outstanding direction backed by some
experience, plus abilitv to lead crews. State full
qualifications in first letter to Box 480G, B-T.
Radio-television newsman. Prefer journalism
graduate. Excellent working conditions. Write
Assistant Manager. KFBB Radio-Television, P. O.
Box 1139. Great Falls. Montana,
Situations Wanted
Sales
Sell, service, write, announcer-salesman, 36. in
tv, complete resume by airmail. Box 469G, B-T.
Salesman, 9 years radio, 5 tv, 3 years sales man-
ager. One employer 6 years. Family. Good rec-
ord. Best references. Box 490G, B-T.
Programming-Production, Others
Experienced tv-news director, commercial an-
nouncer, interested in larger market. 33, mar-
rield, employed. S150 minimum. Box 454G, B-T.
Program director-operations manager, network
experience, desires larger market. 30, married,
employed. S175.0O minimum. Box 455G, B-T.
Program director or production manager: strong
production background. BA, experienced, ma-
ture, available immediately. Box 479G, B-T.
Tv newscaster, nationally recognized, earning
813.000 in major market seeks news director-
ship of station desiring top news operation.
Complete background and kinescope available.
Box 496G,_B-T.
Mature, young college graduate, background tv
produetion.,. single. Good references. Box 5C9G,
B-T. n
Available immediately, practically-trained, top-
flight production personnel, all categories. Call
Northwest First. Northwest Radio & TV School,
1221 NW 21st, Portland 6, Oregon. Also Holly-
wood, Chicago, Washington, D. C.
FOR SALE
Stations
California fulltime station in growing metropoli-
tan market. Network affiliate. S125,000.00. one-
half cash required. Box 467G, B-T.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
Two RCA MI 4875G arms and equalizers S50
each. Presto 6N, 8 A cutters. Ampex 350P %tr.
priced for quick sale. Box 457G. B-T.
For sale — reasonable — Collins 21C 5 kilowatt com-
plete am transmitter, now in operation. Avail-
able after April 30. Wire or phone KANS, HObart
4-2387, Wichita, Kansas.
Onan 5 kw 115-230V generator plant. Good condi-
tion. 8300. at location. Write Larrv Lawson,
KSUM Fairmont, Minn.
For sale: Presto model 92-A recording amplifier
and Presto model 6-N recording turntable with
1-D cutting head. Best offer. KWEI, Box 791,
Weiser, Idaho.
Tv tower 512 feet Stainless heaw dutv. guyed,
A-4 Ughting. Excellent condition, "readv to ship
Make offer. WCOS. Columbia, S.C.
18 new and used guyed towers ranging from 200
to 350 feet. New towers manufactured bv River
View Welding and Mfg. Co. Complete with light-
ing and installation if preferred. All towers"are
galvanized %nd made of steel tubing to withstand
100 mile per- hour wind velocity. Made on 14-inch
centers. Will sell at very low price, on terms or
lease. Phone 8610, Austell. Georgia.
THERE IS NO
EIXED FORMULA
TO ESTABLISH
STATION VALUES
A pure slide rule approach by
either buyer or sailer sometimes
creates a lot of conversation but
not much progress in negotiations
for a property.
After balance sheets and figures
are reviewed, the selling price may
be importantly affected by such
factors as market potential, popu-
lation characteristics, competition,
signal pattern, affiliations, station
personnel, good will and historical
broadcasting background.
It's our business to assist in work-
ing out a fair evaluation of all
these elements, based on long ex-
perience in handling comparable
situations in various markets across
the country,
ALLEN KANOER
AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye Street, N.W. National 8-1990
NEW YORK
60 East 42nd Street Murray Hill 7-4242
CHICAGO
35 East Wacker Drive Randolph 6-6760
.April 29, 1957 • Page 121
FOR SALE
INSTRUCTION
RADIO
Equipment
Mobile broadcast studio. Converted air-line bus.
Completely equipped. Reliable range 20 miles.
WEOK, Poughkeepsie, N. Y.
1— RCA 73B recorder with diameter equalizer,
microscope and temperature controlled head. 1
—Presto type H portable playback 33 V3 and 78
rpm. WJTN Jamestown, New York.
Custom console single unit containing two three
speed Presto turntables, a two mike two turn-
table control board with line amp., air and Q
monitors and speakers. Approximately seven
feet wide overall. Also have remote antenna base
current diodes and thermocouples with meters.
Some new. All less than three years old. Also
battery remote line amplifiers. Station remodel-
ing. State your needs, WOHO, Toledo, Ohio.
For sale — 3kw Federal fm transmitter. This was
replaced with lOkw RCA fm transmitter. 400'
3V8" coax. GE fm frequency and modulation
monitor. Pierce Lackey, WPAD, Paducah, Ken-
tucky.
General Electric lOkw fm transmitter, Andrew
four element "V" antenna, Johnson iso-coupler,
3V8 inch and 17'* inch transmission line, General
Electric BM-1A monitor. Eauipment located
Miami. Contact Dale Moudy, Engineering V.P.,
The Storz Stations, Kilpatrick Building, Omaha
2, Nebraska.
Complete DuMont camera chain. Pickup control
and monitor. Portable sync generator. Pedestal
dolly. 90mm, 50mm, and 135mm lens. Also tripod
and tracking dollv, miscellaneous lights, mike
boom and film editing eauipment. Sound pro-
jector. All excellent condition. Very reasonably
priced. Can be seen in Washington, D.C. Con-
tact W. A. Sawver, Northwest Schools, 1221 N.W.
21st, Portland, Oregon. Phone CApitol 3-7246.
Used GE 6 Channel BC-l-A console with associ-
ated nower supply and 4 GE relay assembly
units tvoe FA-20-A assembly units tvpe FA-20-
A $500.00. Pat, Inc., 66 Hamilton Street, Paterson,
New Jersey.
Fm transmitters: One lOkw, three 3kw, one 1
kw. One GE lOkw fm amplifier. Three Ampex
450 tape reproducers. Two RCA KB-2C micro-
phones. One REL, 646 fm receiver. Box 221, Leb-
anon, Tennessee.
$800.00 will buy a Presto type 28-N turntable
unit composed of two 8-N recording turntables
mounted in a tvpe 12-A table cabinet. Recorder
is complete with 86-C control panel, two Presto
1-C cutter heads, and suction type thread re-
moval unit. A Presto 88 recording amplifier is
included. Contact XJ. L. Lynch, Technical Director,
Farm & Home Radio. Grand Island. Nebraska.
WANTED TO BUY
Stations
Private conservative service. New Mexico, Texas,
Colorado, Arkansas, Missouri, Kansas, Louisiana,
Oklahoma. Ralph Erwin. Licensed Broker. 1443
South Trenton, Tulsa.
Equipment
Fm transmitter: 3 or lOkw GE with monitoring
equipment, coax., etc. GE racks, amplifiers. Box
489G, B-T.
Wanted : Used channel 12 tv transmitting antenna.
Two to six bays and diplexer. State condition
and price. Box 494G, B»T.
Fm transmitter, 3kw, 1%" line, fm monitor,
Collins rings, am-fm isolator. Must be usable,
pass FCC. Quote lowest price. Box 503G, B«T.
BUSINESS OPPORTUNITIES
Established producers of jingle and other music
for tv and radio want active investor to become
sales promotion v.p. We have our recording
equipment. Company will consider small invest-
ment if investor has ability. Our prime interest
is your ability to produce results. Box 495G, B«T.
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
FCC first phone
Guarantee coachim
sion School. Dept. I
ington, D. C.
license. Start immediately.
. Northwest Radio & Televi-
l. 1627 K Street, N. W.. Wash-
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elk ins Radio License School, 3605 Regent
Drive, Dallas, Texas.
SERVICES
Station managers. A new service provides cus-
tom spots, sound effects, production spots, new
voices, continuity. As little as $3.00 monthly. In-
quire, Box 463G, B-T.
RADIO
Help Wanted
Management
EASTERN COAST DAYTIMER
Part of Group
In search of a Manager to take over
operation of a successful station. Ex-
perience in sales and programs. Good
salary. Write full details.
Box 441 G, B*T
ATTENTION
1. Station Managers
2. Assistant Station Managers
3. Salesmen (who can qualify)
WHAT: Position of station manager.
WHEN: To De filled by June 1st.
WHERE: Established Ohio Station in
secondary single station mar-
ket.
WHY: Present manager building and
will operate new station.
WHOM: Owned by company now operat-
ing three AM stations.
Forward complete resume and
references to
Box 486G, B»T
HOW:
Announcers
Help Wanted— (Cont'd)
Sales — Promotion
\ MAN OR WOMAN I
J Sales-service fulltime travel opportunity with J
jf radio-TV sales promotion firm sold over 160 +
j markets, 10 states. (No crew deal — NARTB ■*
5^. Associate member.) Salary, incentive bonus, J
full expenses. Unlimited chance for execu- -fc
5" tive position. Must be over 30, have car — ■¥
'r i
j^. appearance, personality prime inmportance. ^
Write full background, availability, recent -ft
J snapshot. Interview will be arranged. ♦
* J
* Box 497G, B*T +
i *
?*★★★★★★★★*★**★★★★★★★★★★★★★★★★*
Situations Wanted
Management
COMMERCIAL MANAGER
Of metropolitan independent ra-
dio station seeking managerial
position with progressive radio
or tv operation in midwest or
west. Excellent background and
ability for publicity and promo-
tion. Have billed 60% of pres-
ent station's billing. Married, 2
children, age 34.
Box 460G, B»T
TELEVISION
Help Wanted
Management
Sales Manager
Opening
* X
NBC-TV station in excellent 2 station Mid- ?
western market has opening for local and
regional sales manager. Situation calls for
^ experienced creative television salesman with J
ability to cash in on great local potential.
Salary plus override. This opportunity with
^ young growing organization. Send photo and f
complete info to General Manager.
X
n
Box 41 6G, B«T
XSC
THE FASTEST WA Y
to buy or sell stations, or equipment, is a
classified ad on this page.
Page 122 • April 29, 1957
Broadcasting • Telecasting
TELEVISION
FOR THE RECORD
Help Wanted
Sales
r
I
TV Salesman
To work for Northern New England's
Leading Station. Two already on staff
doing very well, but agree we are not
nearly approaching potential of this fine
market. Prefer New Englander who un-
derstands our temperament but not im-
perative. Eight man will make 5 to 10
thousand on salary and commission.
All details your background and photo
to L. T. Pitman, Exec. Manager, WCHS-
TV, Portland 3, Maine. No phone in-
\t quiries.
L*K=
J
FOR SALE
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
EMPLOYMENT SERVICES
TOP JOBS— TOP PEOPLE
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 'K' St. N.W.
Washington, D. C— RE 7-0343
NATIONWIDE PLACEMENT SERVICE
Radio-TV Personnel
Scientific selection and placement; better
results for your station or your career.
P. O. Box 8585 Jacksonville, Fla.
Continues from page 118
eration of America, Hotel Fountainebleau,
Miami.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 17-19: NATRFD Spring Meeting, Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 24-28: Annual convention, Advertising
Assn. of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
July 20-23 : National Audio- Visual Convention and
Exhibit, Fairfax, Va.
August
August 20-23: Western Electronic Show and Con-
vention, San Francisco.
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 6
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56): Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y., eh. 7
(9-24-56); Boston, Mass., ch. 5 (10-29-58);
Biloxi, Miss., ch. 13 (12-18-56); San Fran-
cisco-Oakland, Calif., ch. 2 (3-11-57).
AWAITING ORAL ARGUMENT: 6
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont.
Tex., ch. 6 (4-27-57); McKeesport-Pitts-
burgh, Pa., ch. 4 (4-10-57).
IN HEARING: 6
Cheboygaa, Mich., ch. 4; Mayaguez, P. R.,
ch. 3; Victoria, Tex., ch. 19; Lubbock. Tex.,
ch. 5; Sioux Falls, S. D., ch. 13; Ponce,
P. R., ch. 7.
IN COURT: 6
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth, Va., ch.
10; Knoxville, Tenn., ch. 10; Miami, ch.
10; Supreme Court: Shreveport, La., ch. 12;
Honolulu, ch. 13.
broadcasting
tekcastimg
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THE BUSINESS WEEKLY OF RADIO AND TELEVISION
1735 De Sales Street, N. W., Washington 6, D. C.
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Broadcasting • Telecasting
April 29, 1957 • Page 123
EDITORIALS
Bnnocent Victim
OF ALL the labor troubles confronting management, the most
frustrating and the least susceptible to settlement is the juris-
dictional dispute between unions.
When two or more unions begin brawling among themselves
over areas of representation, management is bound to be caught
in the middle.
Take the case of WCBS-TV New York, an innocent bystander
that was roughed up in an argument April 21 between the Inter-
national Brotherhood of Electrical Workers and the International
Alliance of Theatrical Stage Employes.
IBEW cameramen refused to work a broadcast of the Antoinette
Perry theatrical awards presentations from the Waldorf-Astoria
unless IBEW members handled the lighting. WCBS-TV had en-
gaged a IATSE lighting crew because, in the station's judgment,
that union had lighting jurisdiction over that type of origination. The
show did not go on the air.
Let us summarize the immediate results of the union conflict:
(1) the station lost a scheduled program and the revenue it was
to get from New York Pepsi-Cola bottlers who were to sponsor
it; (2) the bottlers lost an important advertising vehicle; (3) the
members of both unions lost nothing — except, perhaps, a measure of
the public's respect.
The jurisdictional dispute between IBEW and IATSE has per-
sisted in New York for 10 years.
Now that the 10-year wrangle has actually forced a scheduled
program off the air, there is reason to hope that the issue will be
forced to a final resolution. Meanwhile, the local leaders of IBEW
and IATSE cannot escape blame for a particularly unstatesman-
like interlude in labor relations.
A Week That Counts
BROADCASTERS are beginning to take seriously their annual
effort to acquaint the nation with the significance of the most
widespread means of mass communication known to mankind. Na-
tional Radio Week starts next Monday and advance reports from
NARTB and other participants indicate that an impressive series of
promotional events and broadcasts will make a forceful impact.
In past National Radio Week celebrations there has been mini-
mum cooperation from many broadcasters despite the obvious bene-
fits of such public relations.
The carefully planned promotional measures developed for net-
works, stations, radio dealers, civic groups and others will put the
radio message into more than 140 million sets from Sunday to
Saturday. The major networks are showing more than customary
interest in this effort. At this point it would appear that broad-
casters are waking up at last to an obviously meritorious move to
strengthen their place in the national scene.
Busybodies
EXULTING over the new FTC-FCC double whammy on broad-
casters and broadcast advertisers, the professional busybodies
are redoubling their own activities, hoping to ride in on the crest
of the new government-inspired publicity wave.
These pressure groups constantly work on their Congressional
delegations. It is because of these barrages that Senators and Con-
gressmen parrot generalities about "over-commercialization" when
members of commissions such as the FTC and FCC appear before
them. This happened within the fortnight when Sen. Magnuson
(D-Wash.), who certainly should know better, queried an FTC
member on that agency's monitoring of commercials.
Peter Goelet's National Audience Board, the precise functions of
which have never been too clear to us, comes up with a report
shouting that civic leaders preponderantly approve tv commercials.
Sounds swell. The difficulty is that you'll find tucked away in this
analysis a few cracks at the effectiveness of tv commercials which
will be used out of context to smear tv advertising, not necessarily
by Mr. Goelet's "NAB", but by tv's competitors. Moreover, "NAB"
gleefully announced simultaneously [B»T, April 22] that the FTC
has officially accepted its offer to refer commercials to that agency
for use in its "false advertising" study. This is in the nature of
unofficially informing the new official informer.
But far more sinister than the probably well-intentioned but
Page 124 • April 29, 1957
Drawn for BBOADCASTIXG • TELECASTING by Sid His
"Sorry, Judge, but it was your own order . . . no tv in the courtroom!"
probably misguided "NAB" is the latest bleating of the outfit that
calls itself the National Assn. for Better Radio and Television. This
NAFBRAT, which makes a business of complaining about broad-
cast commercials and programming, screams horror over legisla-
tive proposals that broadcast station licenses be extended from
three to five years.
Why? Because, as NAFBRAT says in its latest harangue, its
members would have to wait five years instead of three to have
"complaints considered about programming on a particular sta-
tion".
If the NAFBRATs would read the law they would learn that the
FCC cannot censor programs, As a consequence, it doesn't matter
legally how long the license runs. This, incidentally, is the first voice
in opposition to the five year license tenure that has been heard
from any unofficial source. And we're rather sure the source will be
considered for what it is.
A Giant Stride Backward
WE are more than slightly amused over the current melee between
the White House and the Capitol about appropriations for the
United States Information Agency and its Voice of America. It all
has a familiar ring — in reverse.
President Eisenhower stoutly defends the $144 million budget
request which, so far, has been cut by the House to $106 million.
In the Senate a further cut is threatened. And there is the insistent
demand that the USIA, rather than functioning as an independent
agency, should be part of the State Dept.
It was just three years ago when the United States Information
Service, then a part of the State Dept., was made an independent
agency, reporting directly to the President. That was so it would
not be bound to State Dept. protocol and could speak its mind.
The USIA worked very well as an independent agency under its
first director — Mr. Theodore W. Streibert. Few people knew or
cared whether he was a Republican or Democrat. He was a prac-
tical broadcaster and businessman, not a theorist or politician.
Mr. Streibert left last November to return to private business.
President Eisenhower named as his successor Mr. Arthur Larson,
an author and educator of note. But Mr. Larson is also a politician
and an advocate of "modern Republicanism." He is suspect to all
the Democrats, who happen to control Congress, and to those old
line Republicans who don't care for the "modern" approach.
We have no doubt that the USIA is wasting some of the tax-
payer's money. Most government agencies do. Under Mr. Streibert,
Congress appeared satisfied, for the most part. Mr. Streibert's pred-
ecessors in the State Dept. had been tormented mercilessly.
President Eisenhower's problem on USIA is political. Certainly,
the return of USIA to the State Dept. is no answer. It can't survive
there. Our "foreign office" cannot double in brass as our "propa-
ganda bureau." It isn't done that way in our kind of democracy.
Broadcasting • Telecasting
Another BIG season for KSTP-TV !
Since April 27, 1948, when it became the first
television station in the Northwest, KSTP-TV
has remained the leader in this vital, four billion
dollar market.
Again this Spring, business is good, due to
KSTP-TV's superior entertainment, talent,
service and showmanship.
Among the exciting new programs that will
add to KSTP-TV's unmatched listener loyalty
this year will be NBC's major league Baseball
Game of the Day. Of the 26 games, 22 will be
National League contests — a "natural" for this
red-hot National League area!
Better check right now on the few choice
availabilities left on this and other outstanding
KSTP-TV shows. Your nearest Edward Petry
office or a KSTP-TV representative will be
happy to give you the
facts about your best
buy in this market
of 688,588 tele-
vision homes.
,000 WATTS
MINNEAPOLIS • ST. PAUL Basic NBC Aff/7/afe
Represented by Edward Petry & Co., Inc.
THIS PROMOTION IS DESIGNED TO REACH THE HEART
OF ALL 288 COMMUNITIES THAT COMPRISE LOS ANGELES
A Merchandisable Promotion that
Delivers Special Displays, Stacks and
Added Shell Space Plus More Audience.
Ask your KLAC Representative lor Details.
NATIONALLY REPRESENTED— ADAM YOUNG INC., M. W. HALL, PRES., FELIX ADAMS, GEN. SALES MGR.
26
B ROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION MAY 6, 1957 35* PER COPY
The foreign film market
Promising foreign field for tv film
Page
27
Roadmap to the stabilized tv market
Page
35
The daytime case gets Senate perusal
Page
74
B*T profiles the growing Kroger chain
Page
120
Stability comes to tv
Kroger: A B»T Profile
IN THE
NATION'S CAPITAL
THIS IS
THE ONE TO
BUILD ON!
On the Second of May, the city
of Washington witnessed the
laying of the cornerstone for
WRC-TV's new $4 million plant,
the first building in the world
designed for Color Television. It
also incorporates the most com-
plete, up-to-date radio facilities.
For Washington and for the
nation at large, the cornerstone
stands as a promise of bright
and colorful things to come.
For advertisers, it represents
a link between a successful past
and even more brilliant future.
In Washington, you'll find the
solid cornerstone for your ad-
vertising plans in WRC-TV.
► WRC-TV 4
SOLD BY SPOT SALES WASHINGTON, D.C.
RELAX and PLAY on a
You fly to Bermuda in less than 4 hours!
op
*****
FACELIFT FOR STATION WHTN-TV
rebuilding to keep pace with the increasing importance of Central Ohio
Valley . . . expanding to serve the needs of America's fastest growing industrial area better!
Draw on this Powerhouse
of Facts for your Slogan:
When OPERATION * FACELIFT is completed this Spring,
Station WHTN-TV's 316,000 watts will pour out of an antenna
1000 feet above the average terrain! This means . . .
REBUILT AND IMPROVED STATION WHTN-TV will be the ONLY "FULL POWER"
STATION in Ohio Valley between Cincinnati and Wheeling!
REBUILT AND STRENGTHENED STATION WHTN-TV will be the ONLY STATION to put
a Grade A signal over the four top markets of Portsmouth, Ashland-Ironton, Huntington and
Charleston !
REBUILT AND EXPANDED STATION WHTN-TV will put city grade service over the two
principal major markets of Huntington and Charleston!
REBUILT AND RE-VITALIZED STATION WHTN-TV will be THE ONLY STATION with the
sustained dominance of TV-power to insure your sales messages reaching the many families
earning far above the average in the fast-growing industrial centers of Central Ohio Valley,
living near and in the buying centers of Central Ohio Valley.
REBUILT, REFURBISHED, REFRESHED STATION WHTN-TV, one of the fine Cowles
stations, on Channel 13 over ABC basic network will dominate Central Ohio Valley. If you want
your products to sell in this important market, plan to use the station that will blanket this
entire area . . . STATION WHTN-TV.
Ot*
PAYOFF FOR YOU-AND HER!
write a slogan to sum up the exciting WHTN-TV story and
WIN A GLORIOUS BERMUDA SUNSHINE HOLIDAY FOR TWO!
OR THE CASH EQUIVALENT IF YOU PREFER!
In as few words as possible, no more than fifteen, write a slogan that dramatizes the TV-viewing
appeal of Station WHTN-TV . . . that tells why Station WHTN-TV offers the TV-advertiser such
dynamic dominance for his advertising money!
EASY! FUN! NOTHING TO BUY! EVERYTHING TO ENJOY! 703 PRIZES IN ALL!
' 6 happy days in Bermuda with round trip
airplane transportation between New York and
Bermuda • round trip transfers in Bermuda
hetween airport and hotel • room for two
with private bath at the Castle Harbor Hotel
for 6 nights • use of private beach and
swimming pool facilities at hotel • breakfast
and dinner daily • sightseeing excursion • Not
included personal items, tips and Bermuda
head tax (payable in Bermuda) of $2.85.
2nd Prize: $150. 3rd Prize: $75.
100 ADDITIONAL AWARDS
FOR MERITORIOUS ENTRIES.
Contest open to the personnel of advertising
agencies and their clients, except the Cowles Co.
and their agencies.
PRIZE WINNERS WILL BE
ANNOUNCED IN THE JUNE
17TH ISSUE OF THIS MAGAZINE.
One Stands Out In
Des Moines, Iowa
...and for more reasons than the spectacular
LIGHTED TOWER
NEW A. R. B. REPORT SHOWS
KRNT-TV WITH
RATINGS
AGAIN & 19ou.oftop20
AGAIN!!
315 FIRSTS OUT OF 474
QUARTER- HOURS, NEWS
RATINGS UP TO 46.6
KRNT*TV
KATZ HAS THE FACTS ON
THIS COWLES OPERATION
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting Publications, Inc., 1735
DeSales St., N.W . Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under act of March 3, 1879.
111
KRLD-TV
CONSISTENTLY PRESENTS ALL OR NEARLY ALL
OF THE TOP 15 ONCE-A-WEEK SHOWS IN THE
DALLAS METROPOLITAN AREA.
LATEST PUBLISHED PULSE REPORTS
KRLD-TV
DOMINATES THE COMBINED TV AUDIENCES OF
DALLAS AND FORT WORTH METROPOLITAN AREAS
LATEST PUBLISHED PULSE REPORTS
TU D C C
□ r\ L t
KRLD-TV
COVERS MORE AREA THAN ANY OTHER TV
STATION IN TEXAS
!
KRLD-TV, Channel 4, telecasting with max-
imum power from atop Texas' tallest tower is
the television service of The Dallas Times
Herald, owners and operators of KRLD Radio,
the only 50,000 watt full-time radio station
in Dallas-Fort Worth. The Branham Company,
national representatives.
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
HERALD SQUARE, DALLAS 2
<§>)
1
FROM DATA BY LOHNES & CULVER, WASHINGTON, D.C.
KRLD-TV
CBS TV FOR DALLAS-FT. WORTH
the biggest buy
in the biggest market
in the biggest state
Page 4 • May 6, 1957
Broadcasting
Telecasting
closed circuit:
MOVING DAY? Modified Craven Plan,
which would delete FCC's table of tele-
vision assignments, could open way for
18-20 "move-ins" (as distinguished from
drop-ins) in top 100 markets, without de-
viating from existing allocations standards
or mileage tables, according to analysis
made by competent authorities. Even with
drastic changes made in plan, now in
"rule-making" phase, [B»T, April 29] these
authorities state that many corners could
be cut in providing additional services
which would make possible three-network
competition in possibly 85-90 of first 100
markets.
B»T
TWO-STATION vhf markets which could
acquire third vhf through "move-ins" from
other "anchored" assignments (several of
which already are proposed tinder rule-
making now pending) thus providing ABC-
TV with new primary affiliations are: Bir-
mingham, Ala.; Oklahoma City; Altoona,
Pa.; Rock Island-Quad Cities1'; Green Bay;
Charleston, S. C.*; Jackson, Miss.; Duluth-
Superior*; Springfield, Mo.; Kalamazoo,
Mich.; Louisville*; New Orleans'*; Nor-
folk*; Shreveport; Knoxville; Asheville,
N. C; Jacksonville or Tampa-St. Peters-
burg; Orlando; Mobile; Beaumont; Quincy-
Hannibal. (*Now proposed.)
B»T
NOBODY ASKED • Chairman Warren
G. Magnuson (D-Wash.) of Senate Com-
merce Committee, thinks White House
breached understanding with Congression-
al committees when it notified him last
week of impending nomination to FCC of
Edward K. Mills Jr., deputy administrator
of General Services Administration (story
page 70). Sen. Magnuson thought White
House should have asked committee first,
in accord with understanding to check all
nominations which require Senate con-
firmation.
B»T
ANOTHER powerful Senate Commerce
Committee member, Sen. John W. Bricker
(R-Ohio), also was miffed that White House
didn't sound him out on Mills selection.
Neither Sen. Magnuson nor Sen. Bricker
was opposed to choice, but both felt com-
mon courtesy due chairman and ranking
Republican member of Commerce Com-
mittee dictated private clearance with them
before White House sent notice of its in-
tentions.
B»T
TWO SHINGLES • Chairman George C.
McConnaughey, when he leaves FCC June
30, will practice law, both in Washington
and in his native Columbus. Educated guess
is that Washington firm will be "McCon-
naughey & L'Heureux", latter being Robert
D. l'Heureux, now administrative assistant
to McConnaughey handling legislative
liaison and former Republican counsel of
Senate Commerce Committee. Columbus
firm will be "McConnaughey & McCon-
naughey", comprising chairman and his
elder son, George C. Jr., now in practice
there.
B»T
REASON FCC Chairman McConnaughey
is not resigning prior to end of term June
30 is practical one. If he quit before term
was ended, he would be precluded from
practicing before FCC for one year under
existing regulations. This restriction, how-
ever, does not apply in cases where Com-
missioner's term expires.
B»T
GOODBYE, HOLLYWOOD • In internal
realignment, NBC Radio is planning to
consolidate all program originations in
New York. Shows now coming from Holly-
wood— six, all transcribed — will continue
to be produced there but will be delivered
to New York for feeding. NBC pro-rates
"allocated costs" of West Coast operations
(rents, facilities, etc.) between its radio and
tv networks. By transferring originations
to New York, radio network figures to
reduce its share of "allocated costs." For
same reason, West Coast radio recording
operation, now under radio network do-
main, will transfer to NBC Facilities De-
partment which functions for both radio
and tv. Some Hollywood employes may be
relocated as result of changes and some
may be let go, but "not many" in either
case, according to network authorities.
B»T
WITH prime evening time on all three net-
works getting scarcer and scarcer, more
advertisers are beginning to move toward
sponsorship of spectacular type special
shows rather than regularly scheduled se-
ries. Among those actively looking now
for spectaculars are Armour & Co. through
N. W. Ayer & Son, John Hancock Life In-
surance Co. through McCann-Erickson,
and Texas Co. through Cunningham &
Walsh.
B«T
BALTIMORE DEAL • Acquisition of ch.
13 WAAM (TV) Baltimore, by Westing-
house Broadcasting Co. reportedly in final
stages of negotiation last weekend, with
prospect of consummation sometime this
week. Price understood to be in area of
$4-4.5 million. Don McGannon, WBC
president, has been negotiating directly
with Ben Cohen, president of Baltimore
entity. Talks have been in progress for
some 60 days, it's understood, with sec-
ondary aspects remaining to be agreed
upon.
B»T
PURCHASE of WAAM would give West-
inghouse its fifth and last permissible vhf
outlet. Parent Westinghouse Electric Co.
maintains electronic and air wing plants in
greater Baltimore area and long has been
interested in broadcast facilities in that
market. WAAM began operation in 1948
and has Class A one-hour rate of $1,100,
minute spot of $200, ID of $100 and is
ABC affiliated.
B»T
REPLY IN KIND • Doesn't matter wheth-
er FCC has personal meeting with him or
not, Rep. Oren Harris (D-Ark.), chairman
of House Commerce Committee, still ex-
pects written reply to questions on pay tv
he raised in letter to Commission two
weeks ago [B»T, April 29]. Commissioners
still trying to arrange meeting, but conflicts
indicate none will occur until FCC replies
to his letter. Meanwhile FCC plans no ac-
tion on pay tv.
B»T
REFUSAL last week of FCC to authorize
CBS-TV to begin operation of new ch. 11
KMOX-TV St. Louis under Special Tem-
porary Authorization expected to delay
inauguration of new service until about
year-end. FCC rejected request pursuant
to new policy against issuance of Special
Temporary Authorizations.
TOGETHERNESS • Tall tower applicants
may find going little rougher at Airspace
Panel sessions from now on. Seems head-
quarters group in Washington — disturbed
about large number of split votes in re-
gional panels on all matters — recently ad-
vised regional offices that more decisions
ought to be unanimous. That means broad-
casters will have to convince more than
bare panel majority from now on or run
into greater delay while panel members
strive for unanimity.
B«T
INFORMAL opposition to transfer of ch.
12 (now occupied by KFRE-TV) from
Fresno to Santa Barbara has been ex-
pressed by Mexican communications au-
thorities to American Embassy officials in
Mexico City, it was learned last week.
Contention is that because of over-water
haul from Santa Barbara, station would
interfere with Mexico's use of ch. 12 at
Tijuana, Lower California. KFRE-TV ,
operating since last May and CBS affiliated,
has vigorously protested move which would
deintermix market.
B«T
NBC LIGHTS FUSE • Taking cue from
advertisers who have run radio test cam-
paigns, conducted their own sales effective-
ness studies and then followed up with sub-
stantial expenditures in radio, NBC Radio
is getting ready to announce its own plan
for sales effectiveness appraisal. NBC offi-
cials predict it will be "a bombshell in
radio research."
Broadcasting
Telecasting
May 6, 1957
Pace 5
Another Hooper* run-away report from Miami:
WQAM nets more than twice the daytime ...^ _
audience of the runner-up station W Vf XVIVI
ALL 3 AGREE: first it Was Hooper . . . then TrendeX . . . Serving all of Southern Florida with 5,000 watts on
Now PULSE shows WQAM in FIRST PLACE »* ■ A 11 ■
MIAMI
Mon.-Fri., 6 a.m. to midnight, Feb. -March, 1957
Send for a Blair man ... or call WQAM General Manager Jack Sandler
*7 a.m. -6 p.m., Mon.-Sat., March-April, 1957
TODD STORZ,
Today's Radio for Today's
Selling
President
WDGY WHB
Minneapolis-St. Paul Kansas City
Represented by John Blair & Co.
WQAM
Miami
KOWH
Omaha
Represented by Adam
WTIX
New Orleans
at deadline
Appeals Court Ruling Supports
FCC's Booster Jurisdiction
FCCs jurisdiction over unlicensed tv boosters
was affirmed by U. S. Court of Appeals in
Washington Friday, but court remanded Bridge-
port. Wash., case because Commission also is
required to provide for service. That is gist of
unanimous three-court ruling, including con-
curring opinion by one judge.
Case involved unlicensed booster operated
in mountain region of Washington, relaying on-
channel Spokane vhf signals. Commission be-
gan proceedings to issue cease and desist order,
but examiner upheld right of booster to operate
since no interference proved, and public in-
terest was served. Commission reversed ex-
aminer, said unlicensed station must cease op-
erating. Case was argued in appeals court last
June.
Decision, written by Circuit Judge John A.
Danaher. declared that while Communications
Act gives FCC control, it also calls for issuance
of appropriate licenses so "all the people" can
receive service. Since Bridgeport proceedings.
FCC has established translator service, per-
mitting low power, unattended repeater service
on uhf bands. There are now about 50 trans-
lators authorized and about same number still
in application form.
A legal point involving FCC*s right to issue
or withhold issuance of a cease and desist
order was clarified by Judge Danaher. He ruled
that FCC may withhold issuance of cease and
desist order even though it finds violation to
have taken place.
Joining Judge Danaher were Circuit Judges
George T. Washington and Walter M. Bastian.
Judge Washington wrote concurring views.
Two Strike Actions Authorized
By AFTRA Hollywood Members
HOLLYWOOD membership of American Fed-
eration of Radio & Television Artists has au-
thorized strike action against Los Angeles area
stations in event negotiations fail to produce
satisfactory new contract to replace one which
expired Tuesday.
Board also was authorized to take strike
action against phonograph recording com-
panies in case of breakdown in negotiations
now being carried on in New York.
Aiken Scores FCC Proposal
To Take Ch. 6 From Schenectady
FCC's pending move of ch. 6 from Schenectady.
N. Y., to Syracuse, N. Y. — proposed by Com-
mission last February as part of its deinter-
mixture plans for Albany-Schenectady-Troy
area — has aroused opposition of Sen. George
D. Aiken (R-Vt.).
Speaking to Senate, Sen. Aiken charged re-
moval of vhf channel (now occupied by Gen-
eral Electrics WRGB [TV] Schenectady)
would withdraw tv service from more than
120.000 people living in Vermont. New York
and Massachusetts. Sen. Aiken also bared cor-
respondence with FCC Chairman George C.
McConnaughey. in which FCC chairman ex-
plained deintermixrure proceedings, and also
held out hope that there will be many uhf
oudets activated.
Move of ch. 6 has already been protested by
General Electric Co. and Montgomery Coun-
ty. N. Y., board of supervisors. As part of
Schenectady- Syracuse switch, ch. 6 will be
allocated to New Haven. Conn, (as substitute
for WNHC-TVs ch. 8), and ch. 8 will be
assigned to Providence-Fall River-New Bed-
ford area.
Malco Theatres Files Bid
For Oklahoma City Ch. 19
MALCO THEATRES Inc.. which earlier in
the week applied for uhf channels in Kansas
City and Davenport. Iowa (see page 80), Fri-
day asked for ch. 19 Oklahoma City. Applica-
tion proposed 22.85 kw, antenna 359 ft. above
average terrain (atop the downtown Skirvin
Tower Hotel). Construction costs estimated at
S135.647 with S140,000 estimated for first y ear
operation expense.
Ch. 19 Oklahoma City formerly held by
KMPT (TV), which was on air for approxi-
mately one year but returned cp in 1955. Malco
also has application pending for ch. 40 Colum-
bus, Ohio.
Application for ch. 3 Lafayette. Ind., also
filed Friday by consulting engineers Dawkins
Espy and Thomas B. Friedman. They asked for
0.94 kw. antenna 131 ft. above average terrain
and estimated construction costs at S72.486
with S 105.000 for first year operation. Mr. Espy
owns 25^ of KAIR Tucson. Ariz., and Mr.
Friedman has served as chief engineer for
several radio and tv stations. Both partners
live in California.
Burke Dowling Adams Gets S-P
APPOINTMENT of Burke Dowling Adams.
Atlanta, New York and Montclair. N. J., as
agency for Studebaker-Paekard made official
Friday by Harold E. Churchill, president of
Studebaker-Paekard Corp. Agency will handle
budget, reportedly near S5 million, for S-P line
and for Mercedes-Benz automobiles to be dis-
tributed in U.S. by S-P in agreement with
Curtiss-Wright (story page 56).
Mankato-Brainerd Shift Asked
KNUJ New Ulm. Minn.. Friday asked FCC to
shift ch. 12 from Mankato. Minn., to Brainerd.
Minn. Petitioner pointed out that there are no
applications pending for channel in Mankato
and that it will apply for ch. 12 if shifted to
Brainerd.
• BUSINESS BRIEFLY
Late-breaking items about broadcast busi-
ness; for earlier news, see Advertisers
& Agencies, page 31.
WAXING WESTWARD • Continental Indus-
tries (Gripkote wax), Brazil. Ind.. currently in
Miami. Tampa. Orlando and Dallas, making
plans for west coast invasion this fall using
eight-week radio-tv saturation spot campaign in
unspecified number of markets. Product Serv-
ices Inc.. N. Y., is agency.
SUNTAN LOTION DRIVE • Revlon Products
and Shulton Inc. lining up suntan lotion cam-
paigns with Revlon's Sunbath set for seven-
week campaign in 30 markets starting last week
in May and Shulton's Bronz-Tan going into 20
markets with four-week campaign May 24.
Shulton also has bought strip of two-week avail-
abilities in those markets for October and
December which will probably be used for Old
Spice line. Revlon campaign being placed by
Dowd. Redfield & Johnstone and Shulton's
through Wesley Assoc.. both N. Y.
CLEAN SWEEP • American Tobacco Co.
iPall Mall cigarettes). N. Y., after eight years
of sponsoring The Big Stor\- on NBC-TV (Fri.,
9:30-10 p.m.), will drop it and is looking for
another show-. Advertiser will stay on NBC-TV7
Friday nights moving up to 9-9:30 slot, while
relinquishing other time to Campbell Soup Co.
Pall Mall also will drop alternate-week spon-
sorship of Navy Log on ABC-TV (Wed., 8:30-
9 p.m.) and is looking for another time seg-
ment and show-. Sullivan, Stauffer. Colwell &
Bayles. N. Y.. is agency.
READY TO BUY 'KANE5 • P. LoriUard Co..
N. Y., on verge of signing large regional trans-
action with Ziv Television Programs to sponsor
.Veil" Adventures of Martin Kane in more than
50 markets to promote its new package design
for Old Gold cigarettes. Company additionally
is planning radio-tv spot campaign for Old
Gold. Agency is Lennen & Newell. N. Y.
LOVABLE CAMPAIGN • With Lovable
Brassiere Co. ready to spend over S400,000, its
agency. Dowd. Redfield & Johnstone, New-
York, scouting for participations in local wom-
en's tv programs in New York. Boston. Chicago,
Miami. St. Louis. Washington. San Francisco
and Los Angeles.
CANINE CAMPAIGN • Also keen on wom-
en's programming is Corn Products Refining
Co.'s Kasco dog food which today (Monday)
launches seven-week daytime radio-tv spot cam-
paign on 75 stations in 65 markets. Agency is
Donahue & Coe. N. Y.
PROGRAM. PLE ASE • Bulova Ware-
New York, which drops Jackie Gleason Show
on CBS-TV at end of this season, is still in
market for another program on any network.
If it fails to get program and time period it
wants, advertiser may turn to spectaculars in
addition to time signals in spot radio and tele-
vision. McCann-Erickson, N. Y., is agency.
Continues on page 9
PHILBRICK WASN'T DELICATE
WHERE international power politics is
concerned, it pays to be politic: Ziv Tele-
vision Programs reported Friday that Re-
diffusion Hong Kong Ltd.. operator of
commercial tv station in Hong Kong,
bought ten programs to start on outlet
last Wednesday. Included in group was
anti-communist series. / Led Three Lives.
Station operators realized that start of
programs coincided with May Day. which
was to be celebrated on nearby Commu-
nist China mainland. Considering situa-
tion "delicate." station officials asked Ziv
Tv to substitute "something innocuous."
Ziv Tv complied — and station pro-
grammed Meet Corliss Archer teen-age
series on Mav Dav.
Broadcasting • Telecasting
May 6, 1957 • Page 7
your advertising
becomes a family
matter... on the
Meredith Stations
. . . and in the 4 key markets of
Syracuse, Omaha, Kansas City and
Phoenix this combination assures
sales growth for advertisers. Com-
bined dollar volume of Metropolitan
County Retail Sales alone approximates
$3,000,000,000.00* The station
managers will be happy to give
you complete information.
DOLLAR VOLUME
OF METROPOLITAN
COUNTY AREAS
Estimates. 19SS. for TOTAL RETAIL SALES
Rank
Total
Area and State In Group Retail Sales
Percent
Total for United States
(260 Markets)
$132,669,192,000
100.000%
Kansas City, Missouri.... 1 5
1,360,225,000
1.025
Phoenix, Arizona 51
525,567,000
.396
Omaha, Nebraska 55
502,402,000
.378
Syracuse, New York 57
475,635,000
.358
Total four cities
$2,863,829,000*
2.158%
KANSAS CITY
KCMO
KCMO
-TV
The Katz Agency
SYRACUSE
WHEN
WHEN
-TV
The Katz Agency
PHOENIX
KPHO
KPHO-
TV
The Katz Agency
OMAHA
WOW
WOW-
TV
John Blair & Co.-TV: Blair-TV
Meredith Stations Are Affiliated With
Better Homes an
i Hardens and Successful Farming Magazines
Page 8 • May 6, 1957
Broadcasting • Telecasting
PEOPLE
Another Five Sales Brewing
For ABC-TV Fall Lineup
AT PACE it was going last week, ABC-TV
seemed apt to approach mop-up stage in fall
evening time sales in near future. Biggest deal
hanging fire was possible 90-minute sale (Sun.,
7:30-9 p.m.) to Kaiser Aluminum (although
Kaiser, through Young & Rubicam, also was
considering hour-long show on CBS-TV but
had no assurance CBS-TV could find spot for
it). ABC-TV meanwhile is announcing today
(Monday) that it has sold Real McCoys to
Sylvania Electric Products for 8:30-9 p.m.
Thursdays, effective Oct. 3, and also is under-
stood to have signed with Screen Gems for
half-hour Circus Boy, which has been on NBC-
TV. and to have sold half to Mars Inc. (candy)
for 7:30-8 p.m. Thursdays starting Sept. 19.
In addition, U. S. Rubber was reported to
be considering full sponsorship of Navy Log
in period to be determined. Reynolds Tobacco
was said to be thinking of early Monday eve-
ning half-hour for program to be determined,
and Revlon Products was considering sponsor-
ship of Walter Winchell at either 9-9:30 Mon-
days or 10-10:30 Thursdays. Agencies: Knox-
Reeves, Minneapolis, for Mars: J. Walter
Thompson, New York, for Sylvania; Fletcher
D. Richards, New York, for U. S. Rubber:
William Esty Co., New York, for Reynolds,
and BBDO, New York, for Revlon.
Lebanon, Pa., Uhf on Again
Following Transfer Approval
WLBR-TV Lebanon, Pa., ch. 15, dark since
1954, resumed operating Thursday night, fol-
lowing final FCC decision affirming its transfer
to Triangle Publications Inc. (WFIL-Philadel-
phia Inquirer) (see early story, page 76). Tri-
angle bought station for $115,000 and transfer
was approved by FCC in 1955. but approval
stayed after protests by Harrisburg outlets.
Named general manager of Lebanon station
was Frank B. (Bud) Palmer. Mr. Palmer was
general manager of ch. 35, WSEE (TV) Erie,
Pa., for past three years. M. Leonard Savage,
formerly chief engineer of WLBR, named op-
erations manager. Station will operate 3-11
p.m., weekdays, 3-10 p.m.. Saturdays-Sundays.
For next two or three weeks, until station
fully staffed, majority of programming will be
film, including feature film libraries of RKO.
Twentieth Century-Fox, Warner Bros, and
MGM. Planned are number of local daily pro-
grams in cooperation with community educa-
tional and civic organizations, farm groups,
religious segments and news coverage.
Meanwhile. WHP-TV Harrisburg filed peti-
tion Friday with FCC asking that authority to
begin operating be stayed. Harrisburg outlet
raised questions regarding WLBR-TV begin-
ning operation within hours after FCC final
decision on transfer.
Dist. 2 Nominations Sought
NOMINATING forms to fill District 2 (N. Y.,
N. J.) vacancy on NARTB Radio Board were
mailed to radio members Friday, returnable
May 9. Mail balloting on nominees will be
closed May 31. Election is due to resignation
of Robert B. Hanna, WGY Schenectady, who
was transferred to another division of General
Electric Co. and no longer eligible to hold
directorship.
at deadline
Visual Ads Haven't Established
Auto Identification — Hardesty
DESPITE heavy use, visual advertising by car
makers "has fallen far short of establishing
brand identification, even among car owners,"
John F. Hardesty, vice president and general
manager of Radio Advertising Bureau, told
Detroit Adcraft Club Friday.
He said five-brand study showed that, on
average, only 50% of all car-owners inter-
viewed could correctly identify a brand after
viewing it in profile in enlarged color photo-
graph. Chevrolet registered highest with 66%
identification, he said, while Mercury was low-
est with 37%. Oldsmobile had 64%, Dodge
43%, and Nash 42%. Among non-owners, he
said, identification was "much lower."
"In today's look-alike and highly competi-
tive automobile market," Mr. Hardesty said,
"these research results definitely point out the
fallacy of the claim of many manufacturers
that 'a picture is a necessity' ... as a matter
of fact, the successful use of radio by auto-
mobile dealers throughout the country has
proven that the most effective car picture that
can be implanted is the mental image which
radio creates in the minds of buyers."
NBC, B&E in New Pact
BARRY & ENRIGHT Productions, New York,
and NBC have signed new agreement, Manie
Sacks, vice president, television network pro-
gramming of NBC, announced Friday. Agree-
ment provides NBC with radio and television
services of package firm, which produces net-
work's Twenty-One and Tic Tac Dough. Both
shows will continue to be produced for NBC
by package firm. In addition, Barry & Enright
will create and produce other programs for
NBC, Mr. Sacks said.
WSAB Re-elects Higgins
LEONARD H. HIGGINS. KTNT (TV) Ta-
coma, re-elected president of Washington State
Assn. of Broadcasters Friday at Seattle meet-
ing. Other officers elected were James W. Wal-
lace, KPQ Wenatchee. vice president; Allen
Miller, KWSC Pullman, secretary-treasurer.
Directors elected were Thomas C. Bostic,
KIMA Yakima; Richard O. Dunning, KHQ
Spokane; W. W. Warren, KOMO Seattle;
Robert E. Pollock, KAYO Seattle; Dean
Nichols, KOMW Omak; Joe Kendall, KXLE
Ellensburg; Joy Chytil, KELA Centralia. and
J. Elroy McCaw, KTVW (TV) Seattle.
WAAF Names Forjoe
WAAF Chicago Friday announced appoint-
ment of Forjoe & Co. as national sales repre-
sentative.
UPCOMING
May 5-11: National Radio Week.
May 6-8: Annual meeting, Assn. of Cana-
dian Advertisers, Royal York Hotel,
Toronto, Ont.
May 7-9: Annual convention. Alpha Epsi-
lon Rho. Deshler-Hilton Hotel, Colum-
bus, Ohio.
May 11: United Press Broadcasters of
Connecticut, Sun Valley Acres, Meriden,
Conn.
May 13-15: Aeronautical and Navigational
Electronics National Conference, Dayton,
Ohio.
For other Upcomings see page 111
BRUCE MAYER, formerly of WWJ-AM-TV.
Detroit, joins Chicago tv sales staff of Edward
Petry & Co.
Vermont Federation Opposes
All Forms of Subscription Tv
VERMONT Senators and Representatives in
Congress were notified Friday that Vermont
Federation of Women's Clubs is opposed to
any form of pay tv that would blank out chan-
nels used for existing video service. Legislators
were asked to support anti-pay tv legislation.
Action was taken when state group in-
structed its delegates to General Federation of
Women's Clubs to support national resolution
opposing fee service. State group adopted
resolution declaring "no charge, direct or in-
direct from any source whatsoever, should be
imposed on the general public for the privilege
of viewing tv programs on sets located in the
home. Donald N. Martin, assistant to NARTB
president, told Vermont group that pay tv would
draw "gilded screen" across American tv set.
Japanese Advertising on Rise
ADVERTISING expenditure in Japan for
1956 — 50 times that spent in 1947 — has touched
one percent of national income, representatives
of Dentsu Adv. Ltd., Tokyo, revealed Friday
at IAA convention in New York (earlier story,
page 31). Radio expenditures were $36.1 mil-
lion and tv expenditures $5.5 million as com-
pared to 1953 when radio billed $12.5 million
and tv $277,000. Report was noted as "all the
more spectacular" because commodity price
index fluctuated widely during Japanese infla-
tion few years ago. Opportunities were noted by
Dentsu representatives as "great" for U. S.
advertisers wanting to crack Japanese market.
(In U. S.. percentage of ad expenses to na-
tional income is 2.8%; Great Britain: 1.8%).
AAP Sells in Seven Markets
NEW SALES for features and cartoons in
seven markets reported Friday by Associated
Artists Productions, New York. Popeye cartoons
went to WTVO (TV) Rockford, HI.; KWK-TV
St. Louis and WHO-TV Des Moines. Warner
Bros, features were sold to KWK-TV; WOC-
TV Davenport, Iowa, and KCRG-TV Cedar
Rapids, Iowa. Warner cartoons went to WHO-
TV; WSBT-TV South Bend, Ind.. and KMTV
(TV) Omaha.
• BUSINESS BRIEFLY
Continues from page 7
KNOMARK MASQUERADERS • Knomark
Mfg. Co. (Esquire shoe polish). Brooklyn.
N. Y., succeeding Park & Tilford's Tintex as
alternate-week sponsor of NBC-TV Masque-
rade Party (Wed., 8-8:30 p.m. EDT) effective
May 29. Knomark formerly sponsored program
on ABC-TV last year, dropped it to pick up
Caesar's Hour. Both Esquire and Tintex serv-
iced by Emil Mogul Co.
TIME FOR TEA • With Tea Council of
U.S.A.'s 1957 ad budget hypoed 80%. with
good amount of $1.8 million broadcast alloca-
tion going to radio. Leo Burnett Co.. Chicago,
is placing stepped-up ice tea promotion on ap-
proximately 75 stations in 29 markets in 3-6:30
p.m. time slot starting May 20.
MORE SPOTS FOR LUCKIES « American
Tobacco Co. (Lucky Strike cigarettes), N. Y,
which is now completing radio spot campaign,
reportedly considering another major radio
spot schedule starting in August in nearly 150
markets. BBDO, N. Y., is agency.
Broadcasting • Telecasting
May 6, 1957 • Page 9
the week in brief
FOREIGN FILM MARKETS BLOSSOM
U. S. syndicators see an ever-growing
demand overseas for their product, ex-
pect that in five years sales abroad
will be 40% of their gross 27
OVERSEAS ADVERTISING VIGOROUS
International Advertising Assn., at
New York convention, hears report
on banner year 1956 when big Ameri-
can firms splurged abroad 31
HOW THE TV MARKETS LOOK
Now that new television authorizations
have filled in many of the bare spots
across the country, B»T analyzes and
reports on how station availabilities
are set up for Mr. Advertiser ... 35
ANOTHER CAPITULATES
Universal-International, one of the
last holdouts from tv, is ready to an-
nounce release of its feature film back-
log 64
MILLS POSSIBLE FCC CHOICE
N. J. lawyer, now deputy administrator
of GSA, is under White House con-
sideration for vacancy when Chair-
man McConnaughey's term expires
June 30 70
DAYTIMERS' DONNYBROOK
Two-day hearing on Capitol Hill per-
mits DBA to air charges of FCC pro-
crastination in handling petition for
uniform hours. Opponents of plea have
their say, too 74
TV PRODUCERS STYMIE HEARING
Hearing slated by FCC's special Net-
work Study Group runs into snag
when producers seek to quash sub-
poena. Time-consuming legal proce-
dures probably will dictate reschedul-
ing the hearing in Washington .81
TV COMMENTS STACK HIGHER
FCC flooded with allocations views,
proposals and counter-proposals as
deadline is extended. Several news
cases opened 82
IT'S RADIO WEEK
Over 3,000 station and allied organi-
zations tee off the annual participation
that's expected to surpass all such pre-
vious promotions 86
WOMEN'S STATURE IN RADIO-TV
Survey at convention of American
Women in Radio & Television shows
that average member has risen to more
responsible posts 88
SLOAN AWARDS FOR 12
Honors for accomplishments in be-
half of highway safety go to stations
and advertisers 100
new this issue
MONDAY MEMO FROM AN ADMAN a weekly page of comment
contributed by a distinguished advertising leader. This week
Marion Harper Jr., McCann-Erickson president, tells how an
agency can cut clients' risks in television 129
BUSINESS PROFILE a report in depth on a major advertiser or
agency, to appear at approximately monthly intervals. In this
issue B*T explores the nation's third biggest grocery chain,
the Kroger Co., to discover how its use of radio and tv have
put steam behind its sales curve 120
departments
Advertisers & Agencies 31
At Deadline 7
Awards 100
Closed Circuit 5
Colorcasting 54
Editorial 130
Education 94
Film . . 84
For the Record 103
Government 70
In Review 16
Lead Story 27
Manufacturing 90
Network Showsheets 116
Networks 84
Open Mike 22
Our Respects 20
Personnel Relations 89
People 112
Program Services .96
Ratings . 51
Stations 96
Telestatus 39
Trade Assns 86
Upcoming Ill
Broadcasting Publications Inc.
Sol Talshoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
THE BUSINESSWEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W.# Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York). J.
Frank Beatty, Bruce Robertson (Hollywood),
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NEWS EDITOR: Donald V. West
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BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
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Copyright 1957 by Broadcasting Publications Inc.
Broadcasting • Telecasting
Where TV
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BROADCASTING • TELECASTING
May 6, 1957 • Page 11
7
FYOU
ILL!
(THE MILLIONAIRE)
SOLD
SOLD
SOLD
SOLD
SOLD
SOLD
SOLD
SOLD
n the past 6 days on WCBS-TV, New York
n the past 6 days to WGN-TV, Chicago
n the past 6 days to WFAA-TV, Dallas
n the past 6 days to KTLA, Los Angeles
n the past 6 days to CKLW-TV, Detroit-Windsor
n the past 6 days to KHQ-TV, Spokane
n the past 6 days to KLFY-TV, Lafayette, La.
n 8 Southern markets
to BLUE PLATE FOODS, New Orleans
77as/>'
Million-dollar
March Nielsen of 38.0 just scored by
the first runs of THE MILLIONAIRE
. . . 51.3% share of audience! 2nd highest
rating of any drama series on television!
You'll feel like a million when you knock
off the biggest ratings in your market with
IF YOU HAD A MILLION - the "money"
show of the season. Call your MCA TV
representative today !
A DON FEDDERSON PRODUCTION OF 39 HALF-HOUR FILM HITS
IMMEDIATELY AVAILABLE TO REGIONAL AND LOCAL ADVERTISERS
NUMBER 1 !
of all film adventure programs
NO. 1 NATIONALLY (PULSE-FEBRUARY) PLU
TOP OF THE TOP TEN FIRST RATINGS IN EVERY MARKE1
Look at these first ratings and audience shares! (ARB -Jan. Feb. Mar.)
#1 in CHICAGO
#2 in MINNEAPOLIS
#2 in JACKSONVILLE
#1 in CHICO
#5 in ATLANTA
#5 in LOS ANGELES
#2 in HARRISBURG
#3 in STOCKTON
22.4 38% share
17.5 35% share
41.3 74% share
57.3 88% share
20.5 54% share
16.9 19% share
23.3 54% share
22.3 49% share
#6 in CORPUS CHRISTI 31.9 45% share
#2 in ALBUQUERQUE
#1 in ST. LOUIS 37.1 75% shar
#1 in PEORIA 38.0 70% shar
#2 in SAN ANTONIO 31.0 58% shar
#4 in BAKERSFIELD 35.2 67% shar
#7 in OMAHA 23.1 42% shar
#3 in SCRANTON 19.3 49% shar
#4 in TULSA 20.7 48% shar
#8 in BOSTON 21.5 60% shar
#2 in MEMPHIS 26.3 44% shar
28.9 61% share
ROD CAMERON stars in 39 roaring-with-action
half -hour adventures set against the breath-taking Nevada backdrop
. . . Las Vegas, Virginia City, Boulder Dam, Reno, Lake Tahoe,
Mojave Desert. Produced by REVUE PRODUCTIONS.
ALREADY SOLD IN 181 MARKETS
to these important regional buyers: Reynolds Tobacco Company,
Lipton Tea, Falstaff Brewing (72 markets), Kroger Supermarkets,
Coca-Cola, General Electric, Schlitz Beer, Hamm Brewing,
Carling Brewing, Schmidt & Sons Brewers, National Biscuit
Company, Prince Macaroni, RKO Teleradio, Sego Milk Products,
Gold Bond Beer . . . plus troops of local stations and advertisers!
Check MCA today — be "Top Ten" in your market tomorrow:
Write, wire, phone your MCA TV Film Representative
598 Madison Avenue, New York 22, N. Y.
(PLaza 9-7500) and principal cities everywhere
r
Outrates all
syndicated
shows!
San Francisco — highest rated
syndicated program (22.7, Pulse,
2/57) outrating George Gobel,
Gunsmoke, Zane Grey Theatre,
Jackie Gleason, Lux Video
Theatre, etc.
Twin Cities— highest rated syn-
dicated program in Minneapolis-
St. Paul (16.0, Pulse, 11/56) out-
rating Warner Brothers, Father
Knows Best, West Point, etc.
Outrates all competition in
Atlanta, Indianapolis, Portland,
Oregon, etc.
Stage 7's a dramatic anthology
which can do a fine-rating, fine-
selling job in your market, as it
is already doing in more than a
hundred others. Better check
Stage 7 for your market today.
Write, wire or phone collect for
availabilities.
IN REVIEW
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
Page 16 ♦ May 6, 1957
THE KATE SMITH HOUR
KATE SMITH has brought that moon over
the mountain for 26 years and it's become
show business gospel that the hosting ability
can keep any program from falling below a
certain level. The one-hour musical-variety
presentation April 28 typified this, with Miss
Smith sparking a show replete with acts
that ranged from excellent to disturbing.
A Benny Goodman jam session was a re-
freshing contrast to the rock 'n roll and ca-
lypso that currently saturates the airwaves.
An appearance by the Billy Williams Quartet
also vied for top honors.
But after this, the quality deteriorated.
Molly Berg's lovable personality almost res-
cued her sequence, but the hackneyed theme
appeared to be too much. A puzzler was
Boris Karloff in an appearance to speak the
words of "September Song" to an orchestra
accompaniment. Ed Wynn may have stirred
old fans of the Texaco Fire Chief with his
gags and puns about his "inventions," but
it appeared a bit flat. Edgar Bergen and
Charlie McCarthy were there too. However,
television's penetrating eye again revealed
Mr. Bergen's failure to control mouth mus-
cles in his ventriloquism. This distracting
factor offset most of the palatable patter.
Production costs: Approximately $100,000.
Sponsored by Youngstown Kitchen Div. of
American Radiator & Standard Sanitary
Corp., through Grey Advertising, on
Sun., April 28, 9-10 p.m., EDT.
Producer: Ted Collins.
Director: Greg Garrison.
Writer: Gordon Auchincloss.
THE MIKE WALLACE INTERVIEW
FROM last October when Mike Wallace
became chief inquisitor on Nishtbeat, a
11 p.m.-midnight item on WABD (TV)
New York, numerous "celebrities" as well
as prominent citizens ran a gauntlet of al-
most merciless cross-examination. It's ap-
parent from here on in they have little to
fear from Mr. Wallace but fear itself. The
Mike Wallace who made his debut on ABC-
TV the night of April 28 is a far cry from
the questioner who made hat designer Mr.
John wince when he brought up the topic
of homosexuality during the WABD days.
Mr. Wallace may be as gallantly irreverent
as ever, but the claws seem retracted if not
manicured. When he was grinding out two
interviews per night for four nights weekly
in New York, the research was detailed
fully and the hour ripe for "confessionals."
The first guest of the network series wasn't
controversial; she was the faded ex-movie
queen Gloria Swanson. Mr. Wallace, if
he had run true to his former track record,
would have been expected to take note of
Miss Swanson's ill-fated film vehicle, a post-
"Sunset Boulevard" comeback attempt;
probe into her marriages, of which there
were many, and take a plunge or two into
a pool of other available material.
This Mike Wallace, who has done much
to pave the way for a new art in tv inter-
viewing, may be just as sharp off-camera
as the old headline-maker, but we can be
fairly sure he won't delve into the sexual
proclivities of the "international set," nor
have a Robert Harrison (publisher of Con
fidential magazine) stripping to his wais
to show viewers his shotgun scars.
It's sad that Mr. Wallace's original pre
gram, a video version of Confidential wit
some of the pages torn out, got such wid
notoriety to begin with; it's tragic that th
hubbub catapulted the show onto a networl |
only then to be watered down.
Production costs: $22,500.
Sponsored by Philip Morris Inc., throug !
N. W. Ayer & Son, on ABC-TV, Sunday
April 28, 10-10:30 p.m. EDT.
Producer: Ted Yates, Jr.; director: Jac
Sameth; researcher: Al Ramrus.
CINDERELLA
LIKE comedian Ernie Kovacs, the balle
"Cinderella" can do without the spokei
word. For both, the picture is paramounl
and the sound system is used for somethin;
more beguiling than speech.
The Royal Ballet's account of the fair;
tale, as choreographed by Frederick Ashtoi
to music by Serge Prokofiev, was a fascinat
ing addition to what is becoming a televisioi
album of fairy tales.
Choreographer Ashton fitted a world o
soaring grace into the compact space die
tated by television. One pas de deux b;
Cinderella Margot Fonteyn and Prince Mi
chael Somes took no more than 12 feet. A
other times the stage was filled with dancers
But the television eye view, compressed a
it was, was in many ways more satisfactory
than the long-range view of the theatre. Di
rector Clark Jones, his cameraman anc
designers can take credit for this.
The skill of the Royal Ballet needs nc
restating. It scarcely ever seems to vary
Miss Fonteyn recreated the heroine in move
ments of beauty and incredible precision
Her fairy godmother, Julia Farron of swan
like neck and figure, was a memorable vi
sion of delight. Mr. Ashton and his col
league, Kenneth MacMillan, played a hilari
ous pair of stepsisters, a pair not too prouc
to resort to slapstick. Alexander Grant wa;
indispensable as the ebullient jester.
Sequences of "Cinderella" were reminis
cent of some classic motion picture ballets
The transformation of the fairy godmothei
from an old woman, the woodland dances
the starry and snowy scenes all demonstratec
once again how much ballet and the mov
ing camera arts — whether on a cable or or
film — have to give to each other.
Production costs: Approximately $250,000
Sponsored by RCA-Whirlpool through Ken
yon & Eckhardt, and John Hancock Lift
Insurance, through McCann-Erickson, am
colorcast on NBC-TV, Monday, April 29
8-9:30 p.m. EDT.
Executive producer: Mort Abrahams; asso
date producer: Leo Davis; director: Clarl
Jones; conductor: Robert Irving; settings
Otis Riggs; costumes: Jean-Denis Malcles
NBC costume supervisor: Robert Fletcher
production supervisor: Shelley Hull; as
sistant director: Dean Whitmore.
Royal Ballet appearance under S. Hurok'i
management. Ninette de Valois is direc
tor of Royal Ballet, Mr. Ashton associate
director.
Broadcasting • Telecasting
Radio Chicago
Chicago's Busiest Radio Station!
Keep your eye on these other Plough, Inc. Stations:
Radio Memphis I Radio Boston I Radio Baltimore
WMPS WCOP WCAO
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
Broadcasting • Telecast
May 6, 1957 • Page 17
4T1 C APWATCP
New 1957 Sales Management Survey of Buying Power shows
TAMPA -ST. PETERSBURG ups market rankings!
Total Retail Sales
Food Store Sales
Automotive Sales
General Merchandise Sales
1957
34
39
29
33
1956
36
44
34
37
YOU GET HIGHEST AUDIENCE ON WT
ARB, February 1957, shows 31 out of the 50 top-r
shows in Tampa - St. Petersburg are on WTVT, your nur
one buy in the South's fastest-growing metropolitan mai
LAKELAND
5T. PETERSBURG
V ■ : . ■' ■. m ■ J— mm
r,s maximum-power VHF signal delivers bonus coverage of 239 prospering communities!
The WKY Television System, IRC. . . . WKY-TV and WKY Oklahoma City • WSFA-TV Montgomery
WITHOUT A "PEER''
in the Rockford Area!
IN THIS $ BILLION-PLUS
SALES EMPIRE WREX-TV
IS THE KING SALESMAN
The Rockford TV Area — Illinois' 1st market
outside Chicago — is 400,1 95 families strong,
with $2,357,080,000 income. It embraces
rich farm counties whose cities house industrial
giants like General Motors, Fairbanks-Morse,
Parker Pen, Burgess Battery, Sundstrand . . .
and show sales indexes like Rockford's 158,
Beloit's 151, Janesville's 153, DeKalb's 184,
Freeport's 176, Dixon's 203. Sales total
$1,706,962,000, average $4,265 per fam-
ily — $447 above average.
The most recent viewership survey again
shows WREX-TV as the favorite, by better
than 3 to 1. It's favored by advertisers too
. . . for its consistent results, at much lower
cost per thousand.
J. M. BAISCH, GENERAL MANAGER
Represented by H. R. TELEVISION, Inc.
"W RE X- T "V
CHANNEL 13
© ""l"™ (©J
Page 20 • May 6, 1957
OUR RESPECTS
to Lewis Edmund Arnold
"rp HERE'S a real place for local live programming in television, although a lot
J- of tv station owners and managers seem to have forgotten that there are any
programs except those that come on film or over network lines," declares Lew
Arnold, general manager of KTLA (TV) Los Angeles.
Mr. Arnold sees live programming as an important way in which a station can
cater to the individual tastes of its local viewers, and he firmly believes that audience
likes and dislikes vary widely from city to city. "Look at Do You Trust Your Wife?"
he points out. "It never got very high ratings nationally, but it was the top-rated
program in Los Angeles. Or take the roller derby, which disappeared from New
York television years ago but is still tops out here, with advertisers standing in line
to sponsor our Monday night roller derby telecasts."
Fact that KTLA happens to be owned by Paramount Pictures Corp. has not de-
terred Mr. Arnold from seeing that KTLA has a full complement of live programs.
In addition to sports — and here the schedule includes basketball, boxing, wrestling
and auto racing as well as the roller derby — there are variety programs, women's
shows, kiddies' shows, musical programs and audience participation programs, which
add up to some 60% of all KTLA programming.
That 40% left for film shows is a far cry from the national average for non-net-
work tv stations of 77.5% film to 22.5% live programs. It may explain why, in the
six months Mr. Arnold has been guiding KTLA's operations, its air time has gone up
from 75 to 100 hours a week (25% more than the average for independent tv sta-
tions) while some of the other tv stations in Los Angeles (seven in all, including three
network-owned stations and three other independents) have been curtailing their
hours of programming.
Mr. Arnold is happy that February was the best February in KTLA's history, 20%
above the same month of 1956, and happier that in March the station hit an all-time
high with the largest billings in its ten years. "Dollarwise, we're doing fine," he says,
"ratingwise, not so fine. But I've learned that it's a mistake to lose sight of your
audience by looking too hard at your ratings. When I can see a line a block long
waiting to get into the studio, that's better than any rating in the world to me, and
when the sponsors watch their sales records and learn that we can sell more with a
3 than others can with a 15, they forget the rating sheets, too."
The author of KTLA's new look got his start in broadcasting at the non-commercial
educational fm station of Seton Hall, at South Orange, N. J., not far from Newark,
where he was born Jan. 20, 1921, and christened Lewis Edmund Arnold.
"Rescued" from his engineering studies at Syracuse ("where my year and a
half taught me chiefly that I was never intended to be an engineer"). In World War
II, Lew served as an Army radar officer in Europe, returning at war's end with two
battle ribbons and the rank of captain.
At Seton Hall, having raised funds for WOSU and helped design its studios, Lew
served as station manager during his last undergraduate year and stayed on as man-
ager for three years more, also teaching advertising, speech and station management
in the department of communications arts and acquiring a master's degree from
Columbia.
By the fall of 1952, he decided it was time to trade Seton's ivied halls for the
marts of Madison Ave. and took a $32-a-week job as a mailroom boy at BBDO,
where in a matter of weeks he became a tv traffic supervisor.
THE following April, Lew Arnold moved up Madison Ave. a few blocks to the
headquarters of the DuMont Television Network, where he started as an assistant
in the program department and successively served as assistant business manager,
business manager and director of production. With the dissolution of the network,
he became executive assistant to Ted Cott, vice president and general manager of
the DuMont-owned stations, a trouble-shooting position of multiple duties.
Mr. Arnold worked with Mr. Cott for a little more than a year. Meanwhile,
DuMont's broadcasting operations had been separated from the company's manu-
facturing activities into a separate corporation headed by Bernard Goodwin, vice
president of Paramount, a substantial DuMont stockholder. When Klaus Landsberg,
who had managed KTLA since its inception, was taken ill, Mr. Arnold was asked to
go to Los Angeles to help out temporarily. With Mr. Landsberg's death shortly
thereafter, the full brunt fell on Mr. Arnold.
Since then, he's been too busy at the station to find time for tennis, golf or
sailing, his hobbies back East, but "I'm having the time of my life, working my head
off and gaining weight at it," he says.
Broadcasting • Telecasting
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Buy all 4 stations, save 15% . . . buy any 3 stations, save 10% . .
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Broadcasting • Telecasting
May 6, 1957 • Page 21
/
CASE HISTORY
-AUTOMOTIVE
KBKtdoesitagiin
Southern California motorists love Bar-
dahl . . . Bardahl loves Southern Califor-
nia motorists, and the prime way to reach
them: broadcast advertising.
It's not just sentimental fancy with this
Seattle-manufactured oil additive, which
puts 95% of its regional budget into air
media. The affection is based on year-
after-year sales increases, ranging from
steady to sensational.
"Each year we put quotas for our sales-
men higher, and each year broadcast ad-
vertising helps them over the top" says
William H. Barkley, President, Bardahl
of Southern California Inc., Los Angeles.
"1956 beat 1955 by 30%, and 1957 thus
far is even ahead of that!"
Bardahl started using KBIG in 1953 (their
spots won the Advertising Association of
the West trophy as best-in-the-west com-
mercial). Today Bardahl uses KBIG early
morning news (also awarded trophies
from the Radio-Television News Club of
Southern California the last four suc-
cessive years).
"We've shown how we feel about KBIG
by renewing for another 13 weeks" says
Jon Ross of Jon M. Ross Advertising, Los
Angeles affiliate of Miller, Mackay, Hoeck
& Hartung, Seattle. "KBIG gives us all
eight Southern California counties at ex-
ceptionally low cost-per-thousand."
Your Weed man has many more case his-
tories to help you evaluate Southern Cal-
ifornia radio.
OPEN MIKE
JOHN POOLE BROADCASTING CO.
6 SAO Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-320S
Nat. Rep. WEED and Company
No One Was Unwanted
editor:
I am disturbed by the Closed Circuit
[B«T, April 1 5] where you report some man-
agement delegates had complained that the
presence of engineering personnel at the
NARTB convention luncheons prevented
their obtaining tickets. As accurately as I
can remember there was room for more
tables. It appears that if reservations had
been made in advance . . . the NARTB
staff could have taken care of all who wanted
to attend, the engineers' presence notwith-
standing.
. . . This proposal to separate them (man-
agement and engineering) is most disap-
pointing as it shows there is still some lack
of understanding of one of the purposes
of the engineering conference.
O. W. Towner
Director of Engineering
WHAS Louisville, Ky.
[Editor's Note — We certainly did not mean to
imply that engineers were not wanted. In our
view, administrative awkwardness was at fault
in the luncheon ticket jam. It was at that target
we were aiming.]
'Yearbook' Admiration Society
editor:
[The B*T Yearbook-Marketbook] as
always, contains a lot of very useful infor-
mation.
Frank S. Ott
Vice President
D'Arcy Adv. Co.
New York City
editor:
... a valuable addition to our library.
Humboldt J. Greig
C. J. LaRoche & Co.
New York City
editor:
. . . often very useful during the course
of the year.
William A . Fricke
Assoc. Media Director,
McCann-Erickson, N. Y.
editor:
. . . not only our Bible but our gospel.
Philip H. Cohen
Vice President, Radio-Tv
Sullivan, Stauffer, Colwell & Bayles
New York City
editor:
... a most helpful reference and a real
time saver as it makes so much basic infor-
mation so readily available.
G. Kirk Greiner
Assistant Media Director
Young & Rubicam
New York City
A Plea for Simplexing
editor:
We feel it our duty to supplement B»T
April 8's excellent "How Bright a Future
For Fm?" with a few precautionary notes.
Muzak switched from telephone lines to
fm radio in August 1956. Six months later
they went back to telephone lines. Reason:
considerably higher equipment maintenance
problems with fm receivers, as compared to
telephone line receivers. Also, the telephone
company is now giving a minimum flat
rate regardless of mileage which makes tele-
phone lines less expensive.
We oppose multiplexing. At best, we feel
that multiplexing should be optional. We
are not worried about "pirates." . . . We
welcome them. The more (places of busi-
ness) that want to "pirate" our broadcasts,
the more valuable we are to our advertisers.
Continuation on a simplex basis permits
a continued growth of home listening au-
diences. Our broadcasts are not aimed at
any one or two food chains. . . . When
background music programming is removed
from the primary channel, it will remove
a strong incentive for fm home listening.
Sidney A. Abrams
General Manager
Market-Casters
Seattle, Wash.
Wants More Fm Reports
editor:
B«T is to be sincerely congratulated for
its efforts to help draw attention to the re-
vitalized interest in fm. We sincerely hope
you will continue to review the ever grow-
ing interest in fm in upcoming issues.
Norman Paul
General Manager
KSJO-AM-FM San Jose, Calif.
[Editor's Note — Reprints of the B-T April 8
"How Bright a Future for FM?" are available
at $15 per 100 copies.]
Gates' Audible Tone
editor:
"Automation: It's Bound to Happen"
[B*T, April 15] states that both the Ampex
automatic programming system and the
Gates auto-station used subaudible tones
on a master tape. I would like to point out
that the Gates auto-station had audible tones
on a separate track which differs from other
automatic systems.
Thomas R. O'Hara
Audio Sales
Gates Radio Co.
Quincy, III.
Likes Agency Man's Tips
editor:
We feel the article "Agency Plans Board
Should Pick Media To Be Used" by Harold
H. Dobberteen [B»T, March 4] contained
good solid information noteworthy of per-
sonal praise. In fact, we would like to photo-
reproduce copies.
Robert A. Wilt
Assistant Advertising Director
Advertising Agency Magazine
New York City
Ad Club Wants Speakers
editor:
As a chairman of the Tampa Advertising
Club it is my responsibility to secure inter-
esting and informed speakers for regular
club meetings. Too often we are not aware
Page 22 • May 6, 1957
Broadcasting • Telecasting
RCA, pioneer in the development of Image Orthicons, announces
super- dynode design— a major camera tube advancement that (1)
improves picture quality, (2) simplifies camera-chain operation, and
(3) lengthens effective tube life.
In black-and-white TV-camera operation, for instance, the new super-dynode RCA-5820 sub-
stantially reduces dynode texture during "low-key" scenes and "mood" shots. In color TV-
camera work, for example, super-dynode RCA-6474's save adjustment time on dark-shading,
reduce color shift in dark areas, and make it possible to set decelerator grid voltage at the
best value for highlight uniformity— throughout the useful life of the tube.
RCA-5820's and -6474's with the new super-dynode design are directly interchangeable with
all previous RCA-5820's and -6474's— without change in camera circuitry. You install an RCA
super-dynode Image Orthicon— and you're ready to shoot. No stabilizing runs to bother with.
No dynode burn-off required.
super-dynode RCA-5820's for black-and-white are already available at your RCA Tube Dis-
tributor, super-dynode RCA-6474's for color will be available soon. For technical details on
RCA Image Orthicons, write RCA, Commercial Engineering, Section E-13-0, Harrison, N. J.
Advantages of SUPER-DYNODE
For black-and-white
• Less dynode texture in "low-key" scenes
For color and black-and-white
• Easy to adjust dark-shading
• More uniform picture background
• Decelerator-grid voltage can be set at
optimum value for highlight uniformity—
throughout tube life
• Minimum undesirable background texture in
low-light areas
© Cleaner colors in the dark areas
Improved efficiency
• No dynode stabilizing time needed
• No dynode burn-off required
• Longer tube life than ever
CAMERA TUBES FOR TELECASTING
RADIO CORPORATION OF AMERICA
Tube Division
Harrison, N. J.
OPEN MIKE
A national baker buys a thousand viewers for
just 46c on KCRG-TV. (Sure we'll tell you who.)
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV for Eastern Iowa
The Cedar Rapids Gazette Station
REPRESENTED NATIONALLY BY WEED TELEVISION.
"Based on February ARB Survey.
Page 24 • May 6, 1957
of vacationing ad and media representatives
until their visit is complete, and, conse-
quently, do not receive the benefit which
might be derived from the appearance at
the club.
I would appreciate [hearing] from execu-
tives interested in speaking at our club.
Bob Edrington
Henry Quednau Inc.
404 13th St.
Tampa, Fla.
Raps GOP Statement
editor:
Certain statements [B«T, April 15] by
Richard Guylay, former public relations di-
rector for the Republican National Com-
mittee, should be corrected.
The five minute "hitch-hike" on popular
programs was first used in the 1944 cam-
paign by J. Leonard Reinsch, then radio
director for the Democratic national cam-
paign and now tv and radio consultant to
the Democratic National Committee.
In 1952, Mr. Reinsch suggested the use
. . . in the television campaign. The time
was too short to make necessary adjust-
ments. It was agreed to consider the pro-
posal well in advance of 1956. The five
minute plan was adopted after consultation
between Mr. Reinsch, acting for the Demo-
cratic National Committee, and the heads
of the networks.
The Republicans are free to use ideas
conceived by the Democratic Party, but
let's give the credit for such ideas where
they belong.
Jack Christie
Television-Radio Director
Democratic National Committee
Washington, D. C.
Deme's Decals
editor:
An article . . . discussing the RCA
Thesaurus "Shop at the Store With the
Mike on the Door" promotion [B«T, April
22] indicates this plan was conceived by
officials of RCA Recorded Program Services
about two years ago.
The "Shop at the Store With the Mike
on the Door" promotion was first conceived
and used in Norwich, Conn., by the former
manager of this station, John Deme, in
1952. We found the promotion to be a
good one and it has been in continual use
since that time.
Don Lasser
General Manager
W1CH Norwich, Conn.
[EDITOR'S NOTE: B»T did not wish to imply-
that no other organization had used store decals
in this type of merchandising. But as far as
we know RCA Recorded Program Services is
the first to conduct such a Dlan on a nationally
syndicated basis.]
Arrow-Thru-Head Promotion
editor:
I appreciate the wonderful followup story
of our NARTB convention activities in B«T
April 15. We have done a whale of a business
in arrows, as you can well imagine.
George W. Boiling
The Boiling Co.
New York City
Broadcasting • Telecasting
WTARITV's own crew knows the ropes.
That's the reason why the Station has
earned an enviable reputation for its
Local Programming. >
Real savvy, top-notch performers, able
direction, have earned a fervent "Well
Done" from advertisers; local, regional
and national. All hands are standing by
to hoist "sales" for you!
(Based un Measured Contour Map by Jansky & Bailey)
5 of Virginia's Busiest Cities are
within WTAR-TV's Grade-A Signal.
1. FORENOON WATCH . . . 8:45 A.M
2. AFTERNOON WATCH . . . 1:10- 1:30 P.M.
3. FIRST DOG WATCH. . . . 4:30-6:00 P.M.
4. SECOND DOG WATCH. 6:30-6:35 P.M.
5. SECOND DOG WATCH. 6:40-6:45 P.M.
6. FIRST WATCH 1 1:00-1 1: 10 P.M.
. ."Bob and Chauncey"
. .Andy Roberts Show
with Lee Brodie
and Orchestra
. ."M-G-M Theatre"
Jeff Dane, Host
. . Laverne Watson
"Your Esso Reporter"
. . Joe Foulkes,
Staff Meteorologist
. .Joe Perkins
"11th Hour News"
7. FIRST WATCH ,...11:15 P.M.
."The Best
of Hollywood"
M-G-M Hits
For detailed information and rates on these exceptionally
high-rated, low-cost programs write WTAR-TV or your Petry man.
CHANNEL 3, NORFOLK, VIRGINIA
Business Office and Studio— 720 Boush Street, Norfolk, Va.
Tel.: MAdison 5-6711
REPRESENTATIVE: Edward Petry & Company, Inc.
Broadcasting • Telecasting
May 6, 1957 • Page 25
KTHS (LITTLE ROCK)
Calls Them Right"
in Umpire (Ark.)!
50-County Pulse Proves
KTHS Tops In Arkansas
KTHS has ihe greatest coverage — the greatest
audience in Arkansas. Pulse figures show that it
does a tremendous job, not only in Little Rock,
hut also in hundreds of smaller towns like Umpire,
110 miles away in Howard County.
Among 56 stations penetrating the 50-county area
surveyed, KTHS leads all other radio stations in
190 quarter hours out of 240!
For complete details, ask The Branham Company.
PULSE AREA SURVEY— NOV., 1956
(50 Arkansas
Counties)
All Little Rock rod
o
stations plus 56
other stations in the
respective area.
QUARTER HOUR LEADERSH
P (240 quarter hours)
7 A.M. to 7 P.M.
KTHS
190 quarter hours
Station B
50 quarter hours
Station C
None
Station D
None
Station E
None
Station F
None
Station C
None
56 Others
None
KTHS
50,000 Watts
CBS Radio
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
Represented by The Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, Genera/ Manager
Page 26 • May 6, 1957
*
r^i i s s o u r t
LITTLE 'ROCK
UMPIRE
V- O I
I A. r«» a.
Latest Nielsen figures show KTHS with Weekly Day-
time circulation of 62 counties and over 120,000
listening families. NCS No. 2 — November, 1956.
Broadcasting
Telecasting
BROADCASTING
TELEC ASTI N G
Vol. 52, No. 18 MAY 6, 1957
THE FOREIGN MARKET FOR TV FILMS
It could mean 40% of sales in next five years, syndicators say
AMERICAN television film distributors in
increasing numbers are turning to the world
as their marketplace for "Operation Future."
This is no present gold mine, as some are
finding out. But most companies which have
begun to mine it are breaking even and a
| few have pushed their foreign syndication
division into the profit side of the ledger.
In the footsteps of the motion picture in-
dustry, which has developed overseas busi-
ness to substantial proportions, television
i distributors are building a foundation for
! the future to accommodate the inevitable
growth of the medium abroad. Informed
1 estimates indicate that about 50% of the
motion picture industry's overall gross rev-
enue accrues from out-of-the-U. S. release.
A consensus of major tv film distributors
is that the overseas market will account for
about 40% of gross revenues of their syndi-
cation business within the next five years.
Present revenues from foreign distribution
are far short of that, but distributors hope
that within the next five years, global tv will
' mushroom to a sizable proportion and some
of the existing roadblocks to U. S.-foreign
business intercourse (detailed below) will
have been eliminated.
Figures on gross revenues and net profits
) of overseas business by film distributors are
not easily obtainable, but it is reasonable to
accept the appraisal of Leslie Harris, vice
president and general manager of CBS-TV
Film Sales, when he asserts flatly: "At pres-
ent a foreign film sales operation is lucky
; to break even." Some distributors said there
is "a slight margin of profit," but their main
objective in placing stronger emphasis on
overseas business appears to boil down to
this:
• To provide a cushion — or a backstop
— to film users in the U. S. by making addi-
tional revenue available to syndicators so
| U. S. prices may be maintained at current
i levels.
• To upgrade program levels for U. S. ad-
j vertisers outside the U. S. and give them
i programs which have proved their worth in
competitive U.S. markets.
• To build up a market for the future
when circumstances may be more favorable.
• To improve the sales picture abroad for
both U. S. and foreign advertisers, and thus
contribute to the reputation of tv film as an
advertising medium^
• To help build foreign tv set sales by
use of U. S. stars as box office attractions.
Implicit in the latter goal is the acknowl-
edged minuscule tv audience abroad, judged
by U. S. standards. Though figures on sets
in use are neither complete nor accurate in
| Broadcasting • Telecasting
all countries, a recent survey by Television
Programs of America placed the number of
receivers in Europe at about 10 million, of
which nearly 8 million were in Great Brit-
ain. Total number of sets in Latin America
is reported to be about 1.3 million.
The dearth of television sets is by no
means the most formidable obstacle loom-
ing on the foreign tv horizon. A gradual
expansion in set ownership undoubtedly
will result, much in the pattern of other
new technological developments, but among
the more pressing considerations confront-
ing U. S. distributors of tv films are:
• The high cost of dubbing for the non-
English-speaking audience.
• The requirements of many countries
Inc., for his evaluation and commentary.
Mr. Michelson for more than 20 years has
distributed radio programs to foreign mar-
kets and currently is serving as a representa-
tive for various tv stations in foreign coun-
tries, but is not a film distributor. Together
with his father, Aaron Michelson, he was
active in the general exporting-importing
business before turning to broadcasting and
is an acknowledged specialist on market-
ing and exporting conditions abroad.
Mr. Michelson agrees with the large num-
ber of distributors here who view the world
market as an expanding one in years to
come, but believes the estimates of up to
40% of total gross volume in five years
are "highly enthusiastic." He does not be-
TYPICAL of U. S. film series getting exposure in other countries is Television Pro-
grams of America's Hawkeye and the Last of the Mohicans, shown here on location
at Pickering, Ont. It is now on 115 U. S. stations and this fall will be shown in French
and English versions in Canada on the Canadian Broadcasting Corp. Coming:
syndication in England (through Incorporated Television Programmes) and in
Australia. It will be dubbed in Spanish later this year.
that payment be made in their currency and
left within their borders (so-called "blocked
currency") or other forms of payment
restrictions, such as a certain dollar alloca-
tion for foreign film products.
• The low price the foreign tv stations
can afford for tv film programs.
• The existence of quotas (most of which
are unofficial) restricting the percentage of
total programming on a station which can
be "foreign" (which universally means
U. S.-produced and distributed) .
Despite these discouragements, U. S. tv
film distributors reported they will continue
to woo the world market, describing pres-
ent adverse factors as "temporary disad-
vantages" and pointing to the potential
growth of the future. To obtain as "im-
partial" an assessment as possible of the
tv film outlook abroad, B«T asked Charles
Michelson, president of Charles Michelson
lieve tv film can be compared with the mo-
tion picture business, in which revenue
is obtained through paid admissions. His
more conservative guess was that, based on
current progress, gross revenues abroad
would bring in about 25% of the total gross
in five years.
Mr. Michelson reported there are several
approaches film companies can take con-
cerning blocked currency regulations. U. S.
organizations, he said, may elect to produce
tv film products in the country in which
its assets are "frozen" (as some producer-
distributors are doing); they may invest
these funds in foreign stocks and accumu-
late dividends, available in dollars, or they
may keep the money in the country in the
expectation that these regulations may be
lifted.
He noted these regulations were im-
plemented after World War II because the
May 6, 1957 • Page 27
FOREIGN FILM MARKETS
balance of trade was weighed in favor of
the U. S.. which is a heavy exporter, but
there has been a movement in the U. S. to
have foreign countries relax these rules. Mr.
Michelson acknowledged that on infrequent
occasions U. S. companies use complicated
methods to "unfreeze" their currency. (One
favorite story in motion picture circles is
that one company with blocked currency
in Finland arranged to have Bibles printed
in English and subsequently shipped them
to the U. S. for sale.)
Many of the active advertisers in over-
seas markets are American companies with
foreign affiliates, including such "blue-chip"
names as Proctor & Gamble, Sears, Roe-
buck, Esso Standard Oil, National Biscuit
Co., Standard Brands, Ford Motor Co.,
Richard Hudnut, Borden Co., Westinghouse
Electric Co.. General Electric Co., Pet
Milk, Goodyear Tire & Rubber Co. and
and Lever Bros.
Distribution companies generally direct
their overseas operations from New York,
with either full-time or part-time representa-
tives in various countries, who make busi-
ness trips to adjacent markets. Ziv's inter-
national division is headquartered in Cin-
cinnati.
Since most distributors consider Canada
within the purview of domestic operations,
the following breakdown of activities by
leading companies will concentrate largely
on operations in Europe and Latin Amer-
ica and touch upon other smaller world
markets:
CBS Television Film Sales: The firm's
Vice President Harris reported there are
14 CBS Film programs running in Britain
and claimed that "our programs are the
backbone of the Independent Television Au-
thority and are largely responsible for it
getting out of the red and into the black
within a year." He listed / Love Lucy,
Assignment Foreign Legion, Gunsmoke and
Amos V Andy as "top-rated" programs in
England, and others carried including
Range Rider, Phil Silvers Show, Person to
Person, See It Now, Champion, Annie Oak-
ley, CBS News, The Millionaire, December
Bride and Brave Eagle.
American tv films in Britain, he said,
are on an unofficial quota of 20% of total
program time. He characterized prices as
"low," with the highest sum paid for shows
such as Lucy and Silvers approximating
$5,000 each while most programs are sold
for less than $1,000 for full United King-
dom rights. CBS Films has found it ad-
vantageous because of the quota and the
currency restrictions to produce in England,
and to date has sold about $700,000 worth
of films in that country and spent about $1
million in film production there. Films pro-
duced in England do not come under the
20% rule, according to Mr. Harris.
Mr. Harris said that Germany, with 17
television transmitters, is the second largest
European market (estimated number of
sets: 700,000) and has transmission "tech-
nically superior to ours, producing a beauti-
ful picture." But as in Italy and France, one
knotty problem in Germany is the high
dubbing costs, as compared with the price
the German network can pay. He estimated
that it costs about $1,200 to dub a half-
hour program in German while the network
will pay a top price of $1,000 a film. Ger-
mans seem to prefer cultural and educa-
tional programs, such as You Are There
and those "with scenes of violence getting
bad reactions."
France, with more than 400,000 sets,
has only one CBS program running — Brave
Eagle, which is also being carried in French-
speaking Canada, Mr. Harris said. It costs
about $1,400 for dubbing a film and $800
would be "a high price" for a French tv
outlet to pay, he added. Mr. Harris said
CBS Film toyed around with the notion of
selling these French-dubbed films in Canada,
but discovered that French Canadians re-
sented the Parisian accent.
There are about 328,000 sets in Italy.
Mr. Harris reported that Italians like cul-
tural programs such as CBS Films' See It
Now and You Are There and are also "en-
thusiastic viewers of westerns." Dubbing is
expensive, he said, and some sales have been
made at a low fee without dubbing but "in
the main, Italian sales are at a loss at
present."
Ziv Television Programs: Ziv is regarded
universally as the pioneer in selling the
Latin American market, having been active
south-of-the-border for more than four
years. This area is considered a profitable
one for Ziv and other syndicators in that
dubbing costs generally are lower, ranging
from $750 to $1,000, and a well-produced
film can command about $1,200. It is be-
lieved a syndicator can break about even
on the first exposure of the film and make
a profit on sales to other Spanish-speaking
countries.
According to Ed Stern, director of Ziv's
international divisions, some idea of the
growth of Ziv's overseas operations can be
ascertained by this observation: The busi-
ness done in each month in 1957 to date is
nearly twice as much as all the business
signed in the entire year of 1953, the first
full year of activity abroad. Though he de-
clined to reveal Ziv's foreign gross, it is re-
ported to be about $3.5 million in Latin
America and about $1 million in all other
areas combined.
Ziv is active in Europe with four series
running in England: two in West Germany:
TV ACROSS THE PACIFIC
MR
Japan
QUINN
ind the Philip-
COMMERC1AL television has jumped
the Pacific and is establishing itself on the
eastern shores much as it did a decade
ago in the United States, Stanley J. Quinn
Jr., vice presi-
dent of J. Wal-
ter Thompson
Co., Los An-
geles, said on
his return from
a busman's hol-
iday on which
he called on
JWT branches
in Australia
( where he had
served a term
before the First
World War as
radio director),
pines.
Although less than a year old, tv in
Australia has already attracted great in-
terest and a lot of business from advertis-
ers, both domestic and international, Mr.
Quinn said.
Australian tv has adapted much from
the United States, both in programming
and in commercials, Mr. Quinn reported.
Kraft Tv Theatre in Australia uses the
same commercial techniques that were
developed by JWT in New York. Major
difference is that both programs and com-
mercials are filmed in Australia, not live
as at home.
The agency has its own tv workshop in
Sydney, modeled on the New York orig-
inal, where commercial techniques are
tried and perfected. "At the moment
they're so fascinated with pictures that
they are slighting the words, but they'll
get over that with a little more experi-
ence," Mr. Quinn stated.
The growth of the tv audience in
Australia is being hampered by import
restrictions which have made receivers
both scarce and expensive, but this con-
dition is viewed as only temporary. "The
Australians are great movie goers and
great sports fans and it's inevitable that
they'll be great televiewers as well," Mr.
Quinn observed.
Programming at TCN Sydney is di-
vided about 50/50 live and film, with the
filmed programs about 60% of American
origin and 40% British. Tv costs are cur-
rently extremely low by U. S. standards,
he said, as wage scales for tv workers
have not yet been established and certified
by the government, but that won't last
long, he predicted.
Japanese television is very commercial,
with no apparent limits on the amount of
time that may be devoted to advertising,
Mr. Quinn said. Animation is inexpen-
sive there and is used even more widely
in Japan that at home, he reported. He
had little time for watching tv but the
programs he saw seemed amateurish and
unimaginative, he reported. "The acting
in a drama I watched was very broad by
our standards," he said, "although my
ignorance of the language may have made
me unduly critical. The lighting was flat
and reminiscent of the very earliest days
of tv at home. But the camera work was
excellent."
Television is developing much more
slowly in Manila than in either Australia
or Japan, Mr. Quinn said, with only
about 400,000 tv homes after three years.
Again, import restrictions are to blame,
he noted, but domestic manufacture of tv
sets is getting started and 1.5 million sets
are expected in use within a year.
Page 28 • May 6, 1957
Broadcasting • Telecasting
three in Italy; two in France; three in Lux-
embourg and others in Belgium, Switzer-
land and Monaco. Ziv has sold six programs
in Australia and three shows in the Philip-
pines. Ziv is producing New Adventures of
■ Martin Kane in England.
Television Programs of America: In its
first year of operations last year, TPA In-
ternational grossed about $2.8 million and
'| the figure is likely to rise this year, particu-
: larly because of expansion in activities,
j highlighted by a co-production transaction
i with Canada on Hawkeye and Last of The
1 1 Mohicans. These series become elegible for
1 commonwealth distribution outside Britain's
J unofficial quota system.
TPA International, headed by Manny
J Reiner, currently distributes 14 film pro-
(] grams abroad, including Lassie for Jack
:| Wrather. The company is active in Aus-
t tralia which, outside of England, pays the
. highest prices for programs, according to
| Mr. Reiner. TPA series there include Lassie,
. Count of Monte Cristo, Hawkeye and Last
J of The Mohicans.
i In England, TPA has sold Lassie, Private
i Secretary, Fury, Monte Cristo and New
Adventures of Charlie Chan, which now is
j in production in England, plus several other
i series. In Latin America, distribution in-
j eludes Lassie, for Kellogg Co.; Fury, Lab-
j oratorios Picot; Stage 7, Corporacion Na-
il cional Electronica; Monte Cristo, National
| Biscuit Co.; Lone Ranger, Borden Co., and
| Monte Cristo, Campbell Soup and Bristol-
I Myers.
Mr. Reiner, who has a long background
j of foreign sales experience with such com-
panies as Samuel Goldwyn Productions and
i David O. Selznick Productions, views TPA's
. international operation as "at least a break-
i|] even proposition at present," but believes
. "the future is bright for companies with
i know-how." Though dubbing is expensive,
[ he claims that his experience at TPA has
> been generally that films have been sold at
I a higher price than the dubbing costs in
all countries. He finds currency restrictions
I and program time quotas "irksome." but not
i an insurmountable consideration,
j Though the larger proportion of adver-
| tisers abroad are American affiliates, Mr.
|| Reiner believes that local companies can
|| be persuaded in increasing numbers to
\e invest in tv films. TPA, he said, has com-
; pleted various transactions with Latin Ameri-
jj can advertisers, and he is convinced that
(I other home-grown business organizations in
foreign countries will "take" to tv films.
i Screen Gems: This company is regarded
j by other major distributors as probably the
< top company in the foreign field in overall
, volume, represented with programs in 13
. countries in Europe; 12 countries in Latin
. America and in Australia, Japan, Thailand
and the Philippines.
The six leading buyers of Screen Gems
properties, according to John Mitchell, vice
1 president in charge of sales, are (in order
: of gross volume) : England, Italy, Germany,
Belgium, France and Luxembourg, with
England far and away the leader, purchas-
ing 10 times as much in dollar volume as
Italy. In England, Screen Gems programs
are All-Star Theatre, Rin Tin Tin, Celeb-
I Broadcasting • Telecasting
rity Playhouse, Patti Page Show, Jungle
Jim and Father Knows Best.
In the far eastern area, Australia is the
leading purchaser of Screen Gems' proper-
ties, but Mr. Mitchell believes that Japan
shortly will become the top market there.
(Several distributors pointed out that
English-language programs are shown in
Japan, either with an announcer explaining
the action or a Japanese cast hired to pro-
vide the dialogue. )
Screen Gems' Latin American operation
has been in existence about seven months
and already more than 23 sales have been
made. Programs on the air (in Spanish)
include All-Star Theatre, Rin Tin Tin,
Jungle Jim, Tales of The Texas Rangers
and Hollywood Mystery Parade. Countries
which are telecasting SG series are Mexico,
Cuba, Puerto Rico, Venezuela, Colombia
and Argentina, with contracts signed for
Guatemala, San Salvador, Costa Rica, Pan-
ama and the Dominican Republic. Sponsors
in Latin America include Nestle, Bristol-
Myers, Coty, Sylvania-Frigidaire, Corn
Products Refining Co., Procter & Gamble,
Colgate, Stokley Van Camp, Del Monte,
Goodyear Tire & Rubber. Max Factor,
Esso .Standard Oil and various local ad-
vertisers.
Since Screen Gems is a subsidiary of
Columbia Pictures, SG is not perturbed
about currency regulations overseas. It was
pointed out that these funds can be utilized
in the many countries where Columbia
Pictures maintains offices to defray expenses
for these branches and to produce films
for either the motion picture company or
Screen Gems. SG currently is filming Ivan-
hoe in England with frozen funds and plans
other production ventures abroad in the
near future.
ABC Film Syndication: This company is
moving slowly but surely into the interna-
tional field and has set up a staff under
Don Kearney, vice president in charge of
sales, that includes Leon Kagan, coordinator
for Latin American sales; Jose Novas Jr.
in Venezuela and Ray Falk in Tokyo. Plans
are being completed to add representatives
in Mexico, Argentina, London and Paris.
The company has sold seven film series
in 10 countries, including Japan, Cuba,
Mexico, Havana, Puerto Rico, Germany,
TV ACROSS THE ATLANTIC
MR. McCRAY
TELEVISION abroad is not the mass
medium it is in the U. S., Thomas C. Mc-
Cray, NBC vice president and general
manager of NBC-owned KRCA (TV) Los
Angeles, said on
his return from
a month's trip to
Europe.
In France and
Denmark, he
saw tv only by
visiting the gov-
ernment - op-
erated stations.
In Italy, there
were tv sets in
the hotels, in
special rooms
set aside for
viewing by the hotel's guests. Only in
England did he find tv sets in private
homes and only in England was there any
competition between stations for the
viewer's attention.
Mr. McCray emphasized that he went
abroad as a tourist, not as a student of
television, and that what he saw in this
brief stay in the various European coun-
tries, outside of a few hours spent with
officials of the broadcasting companies,
was just about what any tourist would
have seen. "Television was not the rea-
son for the trip," he said. "It was pure
vacation and I didn't allow tv to interfere.
So I make no claims to being an expert
and no pretense to having any special
knowledge about tv abroad."
Two things about foreign tv that im-
pressed him, he said, were the uniformly
good picture quality — whether the pic-
tures had 405 lines as in England, 650 as
in Italy and Denmark, or 819 as in
France — and the lack of programming
know-how that is taken for granted by
American telecasters and viewers alike.
"This is probably natural in view of the
newness of tv in most of Europe," he
said, "and with the limited schedules and
even more limited budgets of the govern-
ment operated tv systems.
"The people in charge of television
abroad are even more aware of their
shortcomings than a visitor is and to me
it seemed that they have an almost exag-
gerated idea of how much better tv is in
America. It is better, but not as much as
they think. But everywhere I went, be-
fore I could get out my questions about
their operations, they would be peppering
me with questions about how we do
things over here and I'd wind up being
interviewed rather than doing the inter-
viewing myself."
In Italy, Mr. McCray reported, com-
mercials on tv are limited to two-minute
commercials which are put on one after
the other in a ten-minute block at about
8:30 each weekday. France has no com-
mercials, nor has Denmark, he said, add-
ing that one experiment in Denmark,
when advertising was accepted in connec-
tion with a program designed to raise
funds for Hungarian relief, evoked such
strong opposition that the Danish tv
authorities doubted whether commercial
tv could ever be instituted.
Mr. McCray said he had not seen
enough of the commercial tv setup in
England to comment on either its pro-
gramming or on the advertising on tv
there, but he reported that from conver-
sations with BBC officials he gathered
that the introduction of commercial com-
petition had given BBC a shot in the arm,
that it was revamping its programming in
an effort to keep viewers from deserting.
JAPANESE viewers will see four CBS Tv
Film Sales series under terms of the contract
signed by Akira Kanamori, directing mana-
ger of Sekiya & Co., and Frank Iwanaga,
New York director of Sekiya, with Fred
Mahlstedt; director of operations and pro-
duction for CBS Film. The series: Annie
Oakley, The Adventures of Champion. Buf-
falo Bill Jr. and Terrytoons.
France and French protectorates and pos-
sessions. Programs sold by ABC Film in-
clude Three Musketeers, Passport to Danger,
Herald Playhouse, Kieran's Kaleidoscope,
Code Three, Racket Squad and Sheena,
Queen of The Jungle. According to ABC
Film, certain Mexican producers are con-
sidering the production of syndicated film
programs to be distributed in Latin America
and possibly to U. S. stations with Spanish-
speaking audiences.
Official Films: This is an outstanding ex-
ample of a U. S. company that enters into
co-production abroad, having filmed The
Buccaneers, Robin Hood and The Ad-
ventures of Sir Lancelot, in conjunction
with Sapphire Films in London. The com-
pany has an interest in Sapphire Films'
studios and has invested in the production
of the three series. Though Official Films
reports its main objective in filming these
programs in England was to give them "an
authentic flavor," the movie enables the
American company to put the money it
earns in England to work for it. Each of
the three series was sold to U. S. tv networks
coincidentally with its sale in Britain and
subsequently sales were made in Canada,
Australia, Japan and Puerto Rico.
Official Films currently has sold 15 dif-
ferent program series in 10 countries, cov-
ering such series as My Hero, Foreign In-
trigue, Cross Currents, The Star and The
Story, This Is Your Music, My Little Margie,
The Hunter and others. Markets showing
these programs include Britain, Australia,
Japan, Puerto Rico, Guam, Mexico, France,
Italy, Venezuela and Cuba.
California National Productions (NBC
subsidiary): Its half-hour shows are running
in the United Kingdom, Australia, Puerto
Rico, Mexico City, Cuba and Belgium.
Nearly all of the CNP programs over-
seas were sold some time ago, with CNP
paid in dollars. Now, however, with tight
currency, CNP is negotiating in other mar-
kets.
At the same time, CNP is launching an
expansion program overseas and by next
fall expects to be in production of a filmed
series in England. Toward that end CNP
has just created a new London office that
will be set up by June 1 with Gerald Adler,
former NBC talent negotiator, heading it
[B«T, April 22].
According to Herbert F. Solow, of CNP's
foreign operations program arm, there has
been little difficulty in dubbing films for
CNP since most of its sales have been in
English-language countries. CNP has seven
shows in the United Kingdom and nine in
Australia, and from one to four in the other
countries. Among its shows: Hopalong Cas-
sidy, Roy Rogers, Life of Riley, Victory at
Sea, Inner Sanctum, Dangerous Assignment,
Steve Donovan, Western Marshal and about
five others. It plans to dub another five se-
ries, and is eyeing about a half-dozen more
countries. Some arrangements are made
with countries near the Iron Curtain for
playing of shows at no cost to provide a
U. S. product on the airwaves and to secure
a "foothold" for the future. Finland (Hel-
sinki's tv outlet) is one such country.
FEATURE FILM for tv is now in its in-
fancy overseas. A few distributors with
foreign rights to film libraries — among them
Screen Gems (Columbia Pictures) and As-
sociated Artists Productions (Warner Bros,
features and short subjects and Paramount
Pictures' "Popeye" cartoons and other films)
— have begun opening foreign markets
where possible for features on tv. Reportedly
MGM also is moving in that direction.
Here, the pattern generally follows the
line of theatrical exhibition first, followed
by tv showing. Drawbacks thus far to fea-
ture film are the few hours of telecasting
time per day in most countries, and the
varied restrictions in many nations.
Some examples, as explained by Norman
Katz, AAP's general manager in charge of
foreign operations: the low literacy rate in
NICARAGUAN viewers will see 10 Ziv Tv
series under terms of the contract signed by
(I to r) Dr. Jose del Carmen Urbina and Don
Rafael O. Cano of Television de Nicaragua,
S.A., and Ralph Franklin, Ziv Latin America
sales manager. Fourteen Ziv series are seen
in 11 countries south of the border.
some countries barring titling of films (par-
ticularly in some Latin American countries),
high costs of good quality dubbing for such
countries as France and Germany which
permit the showing of only dubbed U. S.
films, and quotas placed on U. S. film prod-
uct.
AAP, which considers itself to be a "pio-
neer" in feature film for tv overseas, claims
to be moving into all the major markets
around the globe. Mr. Katz said AAP is in
14 countries, is moving into Australia and
expects to be in all tv markets in Latin
America.
Attraction overseas is the pre-conditioned
box office draw of U. S. motion picture stars.
Currency restrictions do not affect , AAP
to any extent since the distributor is able
to apply currency to theatrical production
interests.
Mr. Katz, who estimates not more than
12% of the total gross revenue of film dis-
tribution companies now comes from for-
eign contracts, predicts that from three to
five years hence, the percentage will climb
to 30 or 40.
Of interest are some pacts made by AAP
with foreign groups for the production of
live shows based on a feature film propertj
(AAP holds the foreign literary rights).
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,529,000 people in the U. S. over 12 years of age during the
week, April 21-27. This is how they spent their time:"
66.1% (80,992,000) spent 1,644.1 million hours watching television**
55.6% (68,126.000) spent 1.001.5 million hours listening to radio**
80.2% (98,268,000) spent 401.2 million hours reading newspapers
28.3% (34,677,000) spent 149.7 million hours reading magazines
23.1% (28,304,000) spent 261.5 million hours watching movies on tv
28.2% (34,578,000) spent 144.1 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B»T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies" category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
** Both television and radio time were up appreciably for the week, a fact Sindlinger at-
tributes to the start of the baseball broadcast season.
Page 30 • May 6, 1957
Broadcasting • Telecasting
ADVERTISERS S AGENCIES
IAA TOLD OF BIG YEAR ABROAD
• 900 members of international group meet in New York
• International advertising seen expanding with trade
"OR Procter & Gamble, Ford Motor Co.,
eneral Motors Corp., Colgate-Palmolive
To., and a host of other U. S. "blue-chip"
advertisers, 1956 was a "blue-ribbon" year
<p international advertising expenditures
ihroad. And expenditures will grow as in-
ernational trade expands.
This was the theme of the 9th annual
•j;onvention of the International Advertising
\ssn. in New York Thursday and Friday
is some 900 IAA members gathered to hear
- eports from a number of government, bus-
ness and advertising executives. Included in
Ihe speaker roster were U. S. Defense Sec-
etary Charles E. Wilson; Eric Johnston,
inotion picture "czar" and chairman of the
nternational Development Advisory Board;
-lenry J. Taylor, former ABC-NBC radio
lewscaster who has been nominated U. S.
Embassador to Switzerland, and representa-
• ives of Philip Morris Overseas, Union Car-
>ide & Carbon, Olin-Mathieson Chemical
|po., and Westinghouse Electric Co.
Of considerable interest to those broad-
asters in attendance — representing private-
y-owned and government-controlled outlets
n all corners of the free world — was the
c 956 eighth annual survey of international
advertising volume. It listed estimates of ra-
lio-tv expenditures abroad, but IAA was
.areful to point out that because it was im-
possible to obtain accurate figures, its figures
. hould be studied "with caution."
Iff WKS&m
Although many of the countries reporting
o the IAA survey do not operate commer-
ial radio-tv stations or networks per se, they
lo allow paid advertising on the air for lim-
qjted periods of the day, IAA declared. Sta-
istics follow:
France: $17.5 million radio-tv combined
presumably including Luxembourg and
donaco]; West Germany: $12 million radio;
}reece: $500,000 radio; Ireland: $200,000
ladio; Italy: $10 million radio; Great Britain:
>2.5 million radio, $37.8 million in tv;
ndia: $1.3 million radio; Japan: $25.6 mil-
ion radio, $5.4 million television; Argen-
ina: $9.2 million radio, $1.6 million televi-
ion; Brazil: $21.2 million radio, $42.5 mil-
ion in television; Cuba: $1.5 million radio,
■ 1.5 million in television; Venezuela: $6
nillion radio, $5 million in television; Union
j»f South Africa: $2.5 million radio.
J IAA in its report makes the following
significant comments" about the status of
International advertising as it applies to
>roadcasting: In France, it says, one of the
v.o commercial stations has an "uncertain"
uture. It does not elucidate. In West Ger-
nany, "only two tv stations broadcast ad-
ertising programs and only occasionally
or 30 minutes." In Greece, radio commer-
ials "are the coming thing, and advertisers
re gearing themselves to handle a foreseen
■0% increase in that field. (Advertising,
AA concludes, "is still young in Greece,
>ut it is growing very fast.") In Italy, tv
dvertising began Feb. 3, and while only 10
Broadcasting ,• Telecasting
minutes per day is allowed, "owing to the
possible ending of the state monopoly, tv
advertising should expand." In Japan, total
advertising expenditures last year exceeded
the 1955 figure by 22%, and a further 25%
increase is expected this year. In Argentina,
rates for all media for 1957 have risen an
estimated 18%. "Television's future is not
clear. At the beginning of the year, tv rates
more than doubled and the effect was a
sudden drastic reduction in the amount of
tv advertising." In Brazil, the shift is away
from radio and to tv. Though it has but six tv
stations at present, 10 more are slated to be
erected this year. In Venezuela, "volume of
tv advertising is increasing rapidly, with re-
ceivers in use climbing to an estimated
110,000 last year." Radio, not expected to
increase this year, may even decline in 1958.
An interesting new ad technique is being
developed in South Africa, where the in-
dustry is borrowing a page from radio and
slipping it into the category of "outdoor ad-
vertising;" it's doing it by "introducing ad-
vertising by tape recording to natives in
buses." For Canada, IAA predicts a "slow-
down in increased tv revenues" but the
Canadian film industry "expects a bonanza
as advertisers look more to the home studios
for tv commercials."
With much importance being given to
the "trends" in international advertising,
during the two-day meeting, James W. Von
Brunn. a tv film producer at McCann-Erick-
son International and a former Benton &
Howies art director, told a Thursday after-
noon session that competition between ra-
dio and tv is becoming "sharper" overseas.
In fact, "it is apparently paralleling the trend
in the U. S."
Mr. Von Brunn noted that Radio Lux-
embourg, for example, announced a 25%
British audience loss after the birth of the
Independent Television Authority (ITA),
but subsequently regained this initial loss
"plus an additional 10% audience increase."
While there are straws in the wind that
the "multiple enterprise system" of U. S.
broadcasting may find many imitators
throughout the world, "many countries re-
gard this system with considerable appre-
hension because they feel it tends to de-
grade programming," Mr. Von Brunn said.
The solution, he declared, lies with the
"combination system" of maintaining both
commercial and government-controlled out-
lets as is done in the United Kingdom and
Italy.
While, for example, ITA now claims 70-
90% of the total British tv audience, and
while older — of BBC-TV only — sets are be-
ing converted at the rate of 2.5 million a
month. ITA's ad revenue for 1956 pegged
at $28 million "fell about $8 million short
of the break-even point." He explained
that this came about because the British tv
executives "lacked experience in planning
campaigns and failed to judge program costs
in relation to sales." He explained, however,
ITA Administrator Sir Robert Fraser, Mr.
Von Brunn noted, said ITA will break even
this year, make up its initial loss in 1958
"and go swimmingly on from there."
Still, there'll always be room for BBC's
M-E: TV BOOMS IN LATIN AMERICA
THINGS are hot south of the border,
particularly as regards the growth of tele-
vision. This was proved Thursday during
the report on international television by
McCann - Erickson International's Jim
Von Brunn at the IAA convention in New
York.
Latin America, which today boasts 54
stations and 1.2 million receivers, experi-
enced "a 92% increase in sets over Jan-
uary 1956." Runners-up in greatest
growth rate were the Western European
nations with 135 tv stations and 8.4 mil-
lion sets (increase of 39% over last Jan-
uary). This increase tied with that of
the Soviet bloc with 48 stations and 1.5
million sets (also a 39% gain over the
previous year) .
Canada's 35 stations and 3 million sets
account for a 50% increase over July
1952, he reported. The present world
total, Mr. Van Brunn said, is 775 tv sta-
tions and 53,529,300 sets.
Mr. Von Brunn also gave the IAA con-
ventioneers a look into the future of in-
ternational tv and projected figures for
1958. He said:
• Australia, after six months of tv,
now has 6 stations and by 1958 will have
300,000 receivers operating.
• Brazil, now with 3 stations in Sao
Paulo, 2 in Rio de Janeiro and one in
Belo Horizonte, expects 19 stations by
1958 and 405,000 sets.
• Columbia, now with 60,000 sets in
operation and only a handful of stations,
will have 16 channels on the air by next
year.
• Cuba, perhaps the most bullish of
Latin American tv areas, will have 23
stations hooked up to its three networks
by next year, and possibly will double
its present 275,000 sets.
• West Germany, which last week got
a new tv station, the U. S. Army-operated
AFR-TV, is accounting for sales of 60,-
000 sets per month, will have more than
a million sets in 1958 and will tune them
in to 45 tv stations. Commercial tv is
expected there shortly.
• Japan will also touch the 1 million
set mark in 1958 and will have a choice
of 35 stations to look at.
• Spain, trailing the European nations
insofar as tv is concerned, will have three
stations by next year. Spain now lists
1,000 sets!
May 6. 1957
Page 31
ADVERTISERS & AGENCIES
Third Programme, he declared. To show
how the combination system works in Italy,
Mr. Von Brunn told the conventioneers:
"Only four commercials are transmitted
each day between 8:50 and 9 p.m., :;even
days a week, falling between the news and
the big show of the evening. No live com-
mercials are allowed. The film commercial
is 2:25 minutes long, but only 20 seconds
of this may be devoted to actual selling. The
remaining 1:55 minutes of the 'commercial
time' can show anything considered quality
entertainment. No commission is allowable
and the ad agency must negotiate with their
client for the charges." Peak Italian tv au-
dience, Mr. Von Brunn said, is 8 million
with the average set at 4 million.
The future for tv abroad, he concluded,
"is tremendous." More and more advertis-
ing will be placed in broadcast media over-
seas; Eurovision and other relay systems
between nations are being developed until
the point will be reached that "a twist of
the dial may bring you a horse race from
Rio or a geisha dancer from Tokyo"; last,
but certainly not least, is the growth of film
production for U. S. film companies and
agencies in such countries as Mexico, Cuba
and Venezuela.
Exhibitors attending the convention and
"telling their stories" included McCann-
Erickson International, Robert Otto & Co..
J. Walter Thompson Co., Young & Rubi-
cam, Burke Dowling Adams Inc., Grant
Adv., Gotham-Vladimir Adv., CMQ Ha-
vana. RPC Network Panama, WAPA-TV
San Juan, P. R„ WKAQ Radio and WKAQ-
TV San Juan, YSEB El Salvador. MCA-TV
Film, and other organizations.
F^F^F*"^^ F\A/" ^ bespectacled y°un9 man with a mother complex daydreams
through Dodge commercials that poke fun at competitors' hard-sells
TIRED of automobile copy that stresses bigness, comfort and
roominess and leaves everything else to your imagination? Want
to get away from hard-sell pitches assaulting you with scientific
gobbledygook? Dodge offers you escape . . . with Waldo!
Out of Grant Adv., Detroit, and Van Praag Productions.
New York, comes a refreshingly new series of live action tv film
commercials that's just as radical a departure from the tedium
as Chrysler Corp.'s swept-wing tailgates. Starting this Sat-
urday, viewers to the Lawrence Welk shows on ABC-TV will
meet a character named Waldo. And what a character he is.
A shy, bespectacled young man with a mother complex, Waldo
has a predilection for daydreaming a la Walter Mitty.
"A male wallflower," is the way Grant copywriter Jim Moos
imagines him. According to the agency's radio-tv director.
Robert C. Mack, Waldo's sole function is "to make the Dodge
a heroic car." He explains:
"Dr. ( Ernest) Dichter of the Institute for Motivational Re-
search notes that car ownership reflects the buyer's personality.
Or at least what he imagines to be his personality. These com-
mercials define the Dodge's personality. We're not merely selling
Dodge." he says, "we're giving the prospective purchaser an emo-
tional reason for wanting a Dodge. He may not get there faster
than the guy in a Buick, but the guy in the Buick can't win his
girl the way Waldo can in his Dodge!"
The four commercials take Waldo and place him in some
pretty outlandish situations. First off, he rescues a pretty damsel
from a criminal mob ("Waldo and His Mother"). Then he woos
a girl at a dance and transports her to a magic island built just
for three — Waldo, the girl and the Dodge ("Waldo at the
Dance"). Waldo next can been seen in the African veldt, chasing
lions and saving a girl from the cannibals ("B'wana Waldo").
And last. Waldo, working on the green of Boca Raton in Florida,
whisks away his dreamgirl into the clouds in a Dodge that really
flies ("Waldo at the Country Club").
Says Van Praag's director, Bert Lawrence: "These films are
deliberately overacted and fraught with hammed-up plots. We've
done so in order to poke fun at the other automakers. Their
copy has super-dooper torque, but ours has a well-lubricated
tongue in cheek." The comment, "We're well-enough equipped
for a safari." conjures up the image of Waldo, perched atop a
Dodge ranch wagon as if it were an elephant, tracking down the
king of the jungle.
Because it takes its inspiration from "MR," and because it ap-
proaches auto advertising in a very off-beat way, William Van
Praag "expects a lot of controversy to come out of this." That's
not all, though. The tune used throughout the four commercials
has proved to be so catchy that copywriter Jim Moos and song-
writer Gene Forrell are now turning the background music into
a full-fledged "pop" song.
The people at Grant and Van Praag also hope the fans of
Lawrence Welk will take a liking to the two people who play
Waldo and his dreamgirl — an engaging young actor appropri-
ately named Donn Driver and a handsome lass named Rita
Colton. They should be swept into bigger things via Dodge's
swept-wing tails.
WALDO & HIS MOTHER: Mike Ham-
mer? Sam Spade? No. It's only Waldo but
he's armed with a .45 pistol and a 1957
Dodge. Tipped off that a beautiful
damsel's in distress, Waldo, two seconds
earlier sitting with his mother in their
Victorian living room, engrossed in "I,
Private Eye," effects a dashing rescue.
He returns home triumphant, acclaimed
a hero by one and all. Implied: unlike
other cars which kill, Dodge saves lives.
B'WANA WALDO: Oomla. ooga meno-
ba goomala ooble," or "He went thata-
way!" B'wana Waldo, his "Great Swept
Wing" and his faithful blonde companion
close upon the killer tiger. Giraffes scat-
ter, birds whoop it up and natives run for
their lives as the Dodge comes scooting
across the veldt. In this first of the four
2-minute film commercials. Dodge pokes
deliberate fun at its rivals' ad copy stress-
ing "family fun and adventure."
WALDO AT THE DANCE: He has just
persuaded the prettiest girl at the country
club dance to take a ride in his new car.
She may feel that she's "floating on air,"
but Waldo counters with an "of course,
Dodge Torsion-Aire Ride." She can con-
tain herself no longer. She swoons, "Oh
Waldo! Take me away! Far away to some
distant place!" And Waldo does. Right to
this desert island built for three — Waldo,
the dreamgirl and the dreamcar.
Page 32
May 6, 1957
Broadcasting
Telecasting
Central Iowa
Loves WHO-TV I
NCS No. 2 CIRCULATION
DAYTIME HOMES
NIGHTTIME HOMES
WEEKLY
DAILY
WEEKLY
DAILY
WHO-TV
Station B
Station C
181,490
175,650
176,340
121,620
123,430
104,930
21 1,500
204,280
218,690
166,460
163,920
148,320
It gives us a lot of satisfaction that the new Nielsen
N.C.S. No. 2 runs very parallel to the audience coverage
shown by the 1955 Iowa Television Audience Survey.
N.C.S. No. 2 now proves again that, day in and
night out, WHO-TV gets into more Central Iowa homes
than any other television station in the region!
You who have known the WHO Radio operation, over
the years, will understand the Central Iowa audience
preference for WHO-TV. Decades of highest integrity,
public service, confidence and believability all add
up to a QUALITY audience and QUALITY RESULTS.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio. Des Moines
WOC-TV, Davenport
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
|WHO
WHO
WHO
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.
National Representatives.
Affiliate
ROADCASTING • TELECASTING
May 6. 1957 • Page 33
fifth in a scries of 12 ads
PURPOSEFUL
...and twelve months
out of every year
stations under the sign of MEEKER
benefit by:
PURPOSEFUL promotion prepared
objectively for agency acceptance.
Sales-stimulating
ideas professionally presented by an
expert Promotion-Research-Sales
Development Department
with 10 years experience
in local
and national sales.
personalized
selling
of a
limited list
the meeker company, inc.
radio and television station representatives
new york Chicago san francisco los angeles Philadelphia
Page 34 • May 6, 1957
Broadcasting • Telecasting
ADVERTISERS & AGENCIES
ALL THE TV THERE'S GOING TO BE
Advertisers can plan through 1958 on present tv station lineup
FOR the first time since tv began its spec-
tacular growth, the buyer of television ad-
vertising can now plan campaigns in many
major markets without wondering what
service will be available a month or a year
hence.
As far as advertising planning is con-
cerned, the tv station system is now fixed.
The advertiser can budget and the agency
can buy through 1957, and at least through
1958, in the knowledge that few important
television station changes will occur in
major population centers.
Except for a handful of cases pending
I at the FCC, and a few stations now under
; construction, all the stations that will be
operating a year, two years, from now
jare already operating. The buyer placing a
•■ campaign next year will make his selection
from a station list that in the main exists
'today. For his purposes he can ignore talk
lout of Washington about television alloca-
tions changes.
And there has been talk, much of which
I may sound like gobbledegook to anyone who
does not closely follow federal regulation.
There are references to deintermixture, the
; Craven Plan, TASO, mileage separations,
drop-ins, military invasion of the spectrum.
None of this talk is idle. Several proposals
now under study in Washington could pro-
foundly change the pattern of television —
!a decade from now. None can lead to any
significant change this year or next.
I The various proposals now before the
FCC have many names and come from many
motives. In one respect, however, they are
commonly conceived. They all stem from
fthe realization that Television 1957 is not
j as big as it ought to be and that the blue-
print by which the present station system
j was built was imperfect.
But any change significant enough to
eliminate the graver scarcities in tv station
distribution must be a major change. In
government regulation, major changes take
I place slowly. Meanwhile, here's how tv
stands today, and will stand for quite a
I while.
Two weeks ago, the third vhf assignment
j to Boston proper was made, the Commission
bestowing its nod on WHDH-Boston-Herald
j Traveler. In another few weeks remaining
I final decisions should be handed down in
the Seattle, San Francisco-Oakland, Buffalo
and Orlando, Fla., cases.
With these actions, the end of the line
will have been reached in those bitterly con-
tested tv comparative hearings for top mar-
kets which began in July 1952 when the
tv "freeze" was ended.
The "freeze" was imposed in 1948 when
it was discovered that many tv stations had
been placed too close to each other, involv-
ing mutual interference. At the same time,
the question of additional frequencies for tv
came to the fore, as did color tv.
In 1952, the Commission ended the four-
year hiatus. It established a nationwide table
of channel allocations, meeting specified
mileage separations between stations on the
same and on adjacent channels. It inter-
mixed both vhf and uhf (only vhf channels
had been in use prior to that time) in many
markets — on the express hope that the extra
channels would, after a shake down period,
provide added competition in cities where
there were limited numbers of vhf outlets
(one or two in many instances).
It was this decision to intermix which has
caused the Commission the grief it has been
facing in more recent years. The contempo-
rary deintermixture proceedings seem to
afford the fastest relief.
In about 20 instances the FCC added or
deleted a vhf channel from an intermixed
market. This has been done on the basis
that there should be "comparable" facilities
in as many cities as possible. This has usually
meant three such outlets — either all vhf or
all uhf.
So, with the final decisions in FCC top
market hearing cases and with the deinter-
mixture or "drop in" proposals which have
already been made final or are still pending,
the tv look for the country for the next few
years — probably the next 10 — can be pic-
tured.
It is a canvas on which there are 62
markets with three or more comparable
facilities among the top 125 markets. In
these 62 markets, networks can each affiliate
Santa Barbara, Calif.); Harrisburg, Pa. (all
uhf); Houston-Galveston, Tex.; Indianapolis-
Bloomington, Ind.; Kansas City, Mo.; Little
Rock-Pine Bluff, Ark.; Los Angeles, Calif.;
Louisville, Ky. (if ch. 7 is finally allocated
there); Memphis, Tenn.; Miami, Fla. (where
a fourth vhf, ch. 6, has been allocated); Mil-
waukee, Wis.; Minneapolis-St. Paul, Minn.;
Mobile, Ala.-Pensacola, Fla.; Nashville,
Tenn.; New Orleans, La. (where ch. 12 was
assigned to make three vhf outlets); New
York City, N. Y.; Norfolk-Portsmouth-New-
port News, Va. (where ch. 13 has been as-
signed to make three vhf outlets); Oklahoma
City, Okla.; Omaha, Neb.; Peoria, 111. (all
uhf if the FCC goes through with its plan
to move ch. 8 to Davenport-Rock Island-
Moline); Philadelphia, Pa.-Wilmington, Del.;
Phoenix, Ariz.; Pittsburgh, Pa.; -Portland-
Salem, Ore. (with a fourth vhf, ch. 2, pro-
posed for Vancouver, Wash.); Providence,
R. I.-Fall River-New Bedford, Mass. (where
a third vhf, ch. 8, is proposed) ; Richmond-
Petersburg, Va.; Sacramento-Stockton, Calif.;
Salt Lake City, Utah; San Antonio, Tex.
And San Diego, Calif.-Tijuana, Mex.;
San Francisco, Calif.; Scranton, Pa. (all
uhf); Seattle-Tacoma, Wash.; Spartanburg-
Greenville-Anderson, S. C.-Asheville, N. C;
Spokane, Wash.; St. Louis, Mo.; Syracuse,
N. Y. (if the FCC goes through with its
plan to move ch. 6 from Schenectady,
N. Y.); Tampa-St. Petersburg, Fla. (with a
third vhf. ch. 10, proposed for New Port
TV IN THE 125 TOP MARKETS
A Two-Year Guide for Tv Buyers — See Next Two Pages
with an individual station. Advertisers can
pick and choose among equal facilities.
In alphabetical order, the 62 markets
which now have at least three comparable
facilities are these:
Albuquerque, N. M.; Atlanta, Ga.; Balti-
more, Md.; Beaumont-Port Arthur, Tex.
(third vhf, ch. 12, was just allocated there);
Boston-Manchester-Brockton, Mass.;
Charleston-Huntington, W. Va.; Chatta-
nooga, Tenn.; Chicago, 111.; Cincinnati, Ohio;
Cleveland, Ohio; Columbus, Ohio; Dallas-
Fort Worth, Tex.; Davenport, Iowa-Rock
Island-Moline, 111. (third vhf, ch. 8, was just
allocated there); Denver, Colo.; Des Moines,
Iowa; Detroit, Mich. -Windsor, Canada;
Duluth, Minn. -Superior, Wis. (where the
third vhf, ch. 10, was just allocated); El
Pasco, Tex.-Ciudad, Juarez, Mexico; Evans-
ville, Ind. (where all outlets will be uhf if the
Commission goes through with its order to
move ch. 7 from Evansville to Louisville,
Ky.).
And Fresno, Calif, (where the outlets
will be all uhf, if the FCC goes through with
its plan to move ch. 12 from Fresno to
Broadcasting
Telecasting
Richey, Fla., near Tampa-St. Petersburg);
Tucson, Ariz.; Tulsa-Muskogee, Okla.;
Washington, D. C; Wilkes-Barre-Hazleton,
Pa. (all uhf); Wichita-Hutchinson, Kan.,
and Youngstown, Ohio (all uhf).
It also will be noticed that 10 of these
markets are all-uhf.
In addition, in 10 of these cities, a third
vhf has only recently been allocated; in
some cases there are bound to be protracted
legal battles before these channels are per-
manently assigned.
Since 1954, the anguished cries of uhf
broadcasters who found they could not com-
pete with vhf stations have rung in the
corridors of the FCC and in the halls of
Congress. The solution which has been
urged has been deintermixture. In June 1956,
the Commission reached a tentative con-
clusion— which, if taken at face value, indi-
cated that serious consideration was being
given to moving television to the uhf portion
of the radio spectrum — or if not all tv, at
least a major chunk of it.
The move to uhf would solve many
May 6, 1957 • Page 35
ADVERTISERS & AGENCIES
problems — certainly the vhf-uhf situation
would vanish. But the dislocation to both
broadcasters and the public would be radical.
After all there are close to 40 million tv
sets in the hands of the public, and the vast
majority (some 33-35 million) are vhf. But
in practice a shift of tv to all-uhf — or the
shift of tv to uhf in a major geographical
area of the country — would involve a transi-
tion period of at least 10 years. During
this time, present vhf stations would un-
doubtedly operate on both vhf and uhf. .
But, before doing anything so harsh, the
Commission said (still in its June 1956 re-
port) that it needed more information about
the potentialities of uhf. To this end an all-
industry group was formed last year. It
has the British-sounding name of Television
Allocations Study Organization, and is under
the direction of Dr. George R. Town, former
Iowa State U. professor and before that a
tv engineer with the Stromberg-Carlson Co.
in Rochester, N. Y.
TASO, as it is more commonly known in
the trade, comprises a steering board rep-
resenting five major elements in broadcast-
ing. These are NARTB, the industry's trade
association; Radio-Electronics-Telev ision
Manufacturers Assn.; Maximum Service
Telecasters Inc., a group of major operating
stations; Committee for Competitive Tv. a
uhf group, and Joint Council on Educational
Television, an educational group.
TASO has set up panels of technical ex-
perts to delve into various aspects of the
uhf "problem." Its findings will be relayed
to the FCC as a report, not a recommenda-
tion, sometime in about a year or 18 months.
At that time, the Commission will again
be faced with the intermixture problem.
What will eventuate is anyone's guess.
One other move is underway. This is the
HOW TV STANDS IN THE TOP 125 MARKETS
HERE are the top 125 television markets, with a list of the
facilities in each of them.
Usually, the first 100, or 200, markets in the United States
are ranked numerically. For television, however, there is no
single, numerical listing of top markets that is accepted by even
a majority of broadcasters. The Census Bureau computes
market rankings by metropolitan districts; NBC issues no
listing at all; CBS uses one system, ABC another. Advertising
agencies tailor-make their rankings.
In order to cover the top markets, B*T's list below encom-
passes 125 areas, arranged alphabetically. It is primarily based
on the ABC and CBS tabulations submitted to the FCC in
the protracted deintermixture hearings of the past several
years. The listing of available facilities in these markets was
taken from B»T's Telestatus (see pages 39-49).
Each market includes the operating stations and those
authorized but not operating, including call letters, channel
number and network affiliation. Those stations not yet on the
air are identified by a black diamond ( ♦ ) following the chan-
nel number. All footnote explanations ( + ) are reported
within each market listing. Non-commercial, educational sta-
tions are identified by an asterisk (*) following the channel.
AKRON
WAKR-TV (49) ABC
AL8ANY-SCHENEC-
TADY-TROY
WRGB (TV) (6) +
NBC
WTRI (TV) (35) ABC
WCD<V (TV) (41)
CBS
WTVZ (TV) (17*)#
WPTR-TV (23)^
+ Ch. 6 to be moved
to Syracuse.
ALBUQUERQUE
KOB-TV (4) NBC
KOAT-TV (7) ABC
KGGM-TV (13) CBS
ALLE\'TOWM-BETHLE-
HEM-EASTON
WLEV-TV (51) NBC
WGLV (TV) (57)
ABC
WQCY (TV) 39*
WFMZ-TV (67)4
ATLANTA
WSB-TV (2) NBC
WAGA-TV (5) CBS
WLWA (TV) (11)
ABC
WETV (TV) (30* )♦
WATL-TV (36)^
ATLANTIC CITY
WHTO-TV (46)4
WOCN (TV) (52)4
AUGUSTA (GA.)
WJBF (TV) (6) ABC,
NBC
WRDW-TV (12) CBS
AUSTIN (TEX.)
KTBC-TV (7) ABC,
CBS, NBC
BAKERSFIELD
KERO-TV (10) NBC
KBAK-TV (29) CBS.
ABC
BALTIMORE
WMAR-TV (2) CBS
WBAL-TV (11) NBC
WAAM (TV) (13)
ABC
WTLF (TV) (18)4
WITH-TV (72)4
BATON ROUGE
WBRZ (TV) (2) ABC,
NBC
WAFB-TV (28) CBS
WCNS (TV) (40)*
July
BEAUMONT-PORT
ARTHUR
KFDM-TV (6) CBS,
ABC
KPAC-TV (4)*
KBMT (TV) (31)^
Ch. 12 open
BliVGHAMTON (N. Y.)
WNBF-TV (12) CBS,
ABC, NBC
WINR-TV (40)4
W.QTV (TV) (46*)4
BIRMINGHAM
WBRC-TV (6) CBS
WBIQ (TV) (10*)
WABT (TV) (13)
NBC, ABC
WBMG (TV) (42)4
BRIDGEPORT-STAM-
FORD-NORWALK
WICC-TV (43) ABC
WSTF (TV) (27)4
WCTB (TV) (71*)4
BOSTON-MAN-
CHESTER-BROCKTON
WGBH-TV (2*)
WBZ-TV (4) NBC
WNAC-TV (7) CBS,
ABC
WMUR-TV (9) ABC
VHDH-TV (5)4
WXEL (TV) (38)4
WJDW (TV) (44)4
WHEF-TV (62)4
BROWNSVILLE-HAR-
LINGEN-McALLEN
KJBT-TV (4) CBS,
ABC
BUFFALO
WGR-TV (2) ABC
WBEN-TV (4) CBS
WBUF (TV) (17)
NBC
WTVF (TV) (23*)4
WNYT-TV (59)4
Great Lakes Tv Inc.,
initial decision (7)4
CANTON
WTLC (TV) (29)4
CFOAR RAPIDS
WMT-TV (2) CBS
KCRG-TV (9) ABC
CHARLESTON (S. C.)
WUSN-TV (2) NBC
WCSC-TV (5). CBS,
ABC
CHARLESTON-HUNT-
INGTON (W. VA.)
WSAZ-TV (3) NBC
WCHS-TV (8)
WHTN-TV (13) ABC,
TBS
WKNA-TV (49)4
CHARLOTTE
WBTV (TV) (3) CBS,
ABC
WSOC-TV (9) NBC
WQMC (TV) (36)4
CHATTANOOGA
WRGP-TV (3) NBC
WROM-TV (9) (from
Rome, Ga.)
WD^F-TV (12) ABC,
CBS
CHICAGO
WBBM-TV (2) CBS
WNBQ (TV) (5) NBC
WBKB (TV) (7) ABC
WGN-TV (9)
WTTW (TV) (11*)
WIND-TV (20)4
WHFC-TV (26)4
WOPT (TV) (44)4
CINCINNATI
WLWT (TV) (5) NBC
WCPO-TV (9) ABC
WKRC-TV (12) CBS
WCET (TV) (48*)
WQXN-TV (54)4
CI^VELAVD
KYW-TV (3) NBC
WEWS (TV) (5) ABC
WJW-TV (8) CBS
WHK-TV (19)4
WERE-TV (65)4
CO<u«"BIA (S. C.)
WIS-TV (10) ABC,
NBC
WNOK-TV (67) CBS
COLUMBUS (OHIO)
WLWC (TV) (4) NBC
WTVN-TV (6) ABC
WBNS-TV (10) CBS
WOSU-TV (34*)
CORPUS CHRISTI
KRIS-TV (6) NBC,
ABC
KSIX-TV (10) CBS
KVDO-TV (22)
DALLAS-FORT WORTH
KRLD-TV (4) CBS
WBAP-TV (5) ABC,
NBC
WFAA-TV (8) ABC,
NBC
KFJZ-TV (11)
DAVENPORT-ROCK
ISLAND-MOLINE
WHBF-TV (4) CBS.
ABC
VOC-TV (6) NBC
Ch. 8 open.
DAYTON
WLWD (TV) (2)
ABC, NBC
WHIO-TV (7) CBS
WIFE (TV) (22)4
DENVER
KTVR (TV) (2)
KOA-TV (4) NBC
KRMA-TV (6*)
KLZ-TV (7) CBS
KBTV (TV) (9) ABC
DFS MOINES (AMES)
WOI-TV (4) ABC
KRNT-TV (8) CBS
WHO-TV (13) NBC
KDPS-TV (11*)4
KGTV (TV) (17)4
DETROIT-WINDSOR
WJBK-TV (2) CBS
WWJ-TV (4) NBC
WXYZ-TV (7) ABC
CKLW-TV (9) CBC
WTVS (TV) (5P*)
WBID-TV (50)4
DULUTH-SUPERIOR
KDAL-TV (3) CBS,
ABC
WDSM-TV (6) NBC
WFTV (TV) (38)4
Ch. 10 open
EL PASO-CIUDAD
JUAREZ
KROD-TV (4) ABC,
CBS
XEJ-TV (5)
KTSM-TV (9) NBC
KILT (TV) (13)
ERIE
WICU (TV) (12)
NBC, ABC
WSEE (TV) (35) CBS
EVANSV1LLE (IND.)-
HEVDERSON (KY.)
WTVW (TV) (7)+
ABC
WEHT (TV) (50) CBS
WFIE (TV) (62) NBC
+ Ch. 7 to be moved
to Louisville; uhf
to be substituted.
FLIVT-SAGINAW-
BAY CITY
WNEM-TV (5) NBC,
ABC
WKNX-TV (57) CBS
WJRT (TV) (12)4
FORT WAYNE
WANE-TV (15) CBS,
ABC
WKJG-TV (33) NBC
FRESNO
KFRE-TV (12)+
CBS
KMJ-TV (24) NBC
KVVG (TV) (27)
KJEO (TV) (47) ABC
KBID-TV (53)4
+ Ch. 12 to be moved
to Santa Barbara;
uhf to be substi-
tuted.
GRAND RAPIDS-
KALAMAZOO
WKZO-TV (3) CBS,
ABC
WOOD-TV (8) NBC.
ABC
WMCM (TV) (23)4
GREENSBORO-WIN-
STON-SALEM-
HIGH POINT
WFMY-TV (2) CBS.
ABC
WSJS-TV (12) NBC
WTOB-TV (26) ABC
HARRISBURG
WHP-TV (55) CBS
WTPA (TV) (71) ABC
WCMB-TV (27)4
HARTFORD-NEW
BRITAIN
WHCT (TV) (18) CBS
WNBC (TV) (30)
NBC
WTIC-TV (3)4, Sep-
tember
WCHF (TV) (24*)4
HOUSTON-
GALVESTON
KPRC-TV (2) NBC
KUHT (TV) (8*)
KGUL-TV (11) CBS
KTRK (TV) (13)
ABC
KXYZ-TV (29)4
KNUZ-TV (39)4
INDIANAPOLIS-
BLOOMINGTON
WTTV (TV) (4) ABC
WFBM-TV (6) NBC
WISH-TV (8) CBS
WLWI (TV) (13)4
September
JACKSON (MISS.)
WLBT (TV) (3) NBC,
ABC
WJTV (TV) (12)
CBS, ABC
JACKSONVILLE
WMBR-TV (4) CBS,
ABC
WJHP-TV (36) NBC.
ABC
WET J (TV) (7*)>
WFGA-TV (12)#
WQIK-TV (30)4
JOHNSTOWN.
ALTOONA (PA.)
WJAC-TV (6) NBC
WFBG-TV (10) CBS,
ABC. NBC
WARD-TV (19) CBS
KANSAS CITY
WDAF-TV (4) NBC
KCMO-TV (5) CBS
KMBC-TV (9) ABC
KNOXVILLE
WATE-TV (6) NBC
WBIR-TV (10) CBS
WTVK (TV) (26)
ABC
Page 36 • May 6, 1957
Broadcasting
Telecasting
so-called Craven plan — which under its orig-
inal concept would have deleted the table of
allocations entirely. This, it was felt by its
author, Comr. T. A. M. Craven, would have
opened the way for the addition of about
65 vhf assignments to key markets. This
would have been accomplished by the use of
what are now unused reserved educational
channels, and the ability of applicants to
apply for vhf channels wherever they could
be fitted in.
Two weeks ago the FCC moved to put
into action some of these desirable accom-
plishments. It proposed to delete the table
of allocations, all right, but without touch-
ing the educational reservations, or those
vhf and uhf assignments within 250 miles
of the Canadian border, or those vhf as-
signments within 250 miles of the Mexican
border. It also stoutly declared that it would
deny any application for a vhf channel if
it was within 75 miles of a uhf station, ex-
cept where the uhf market was already
receiving Grade A service from existing
vhf outlets. And, it was adamant that no
vhf grant would be made at less than the
present mileage separations.
Comments on this rule-making proposal
are due by June 3. Since the proposal meets
all the hitherto voiced objections to the
Craven plan, it undoubtedly will become
effective. But just how many additional
vhf assignments will be possible is at this
moment an unknown equation.
The situation as of now is this: That the
pattern of tv is set — for the next decade at
least. And, although there are a few bad
spots, there is a heavy concentration of com-
parable facilities throughout the country.
The good and the bad will be evident to those
checking the accompanying list of the fa-
cilities picture of the top 125 markets.
LANCASTER
WGAL-TV (8) NBC,
CBS
WLAN-TV (21 )♦
LANSING
WJIM-TV (6) NBC.
CBS. ABC
WTOM-TV (54)*
LITTLE ROCK-
PINE BLUFF
KARK-TV (4) NBC
KATV (TV) (7) ABC
KTHV (TV) (11)
CBS
LORAIN-ELYRIA
(OHIO)
WEOL-TV (3D*
LOS ANGELES
KNXT (TV) (2) CBS
KRCA-TV (4) NBC
KTLA (TV) (5)
KABC-TV (7) ABC
KHJ-TV (9)
KTTV (TV) (11)
■ KCOP (TV) (13)
KBIC-TV (22)^
LOUISVILLE
WAVE-TV (3) NBC.
ABC
WHAS-TV (11) CBS
WKLO-TV (21)*
WQXL-TV (41)4
Ch. 7 to be open.
LUBBOCK (TEX.)
KCBD-TV (11) ABC,
NBC
KDUB-TV (13) CBS
MACON
WMAZ-TV (13) CBS,
ABC, NBC
MADISON (WIS.)
WISC-TV (3) CBS
WHA-TV (21*)
WKOW-TV (27) ABC
WMTV (TV) (33)
NBC
MEMPHIS
WREC-TV (3) CBS
WMCT (TV) (5)
NBC
WKNO-TV (10*)
j WHBQ-TV (13) ABC
MIAMI
WTHS-TV (2*)
WTVJ (TV) (4) CES
WCKT (TV) (7) NBC
WITV (TV) (17) ABC
WPST-TV (10)* June
WMFL-TV (33)*
Ch. 6 open
MILWAUKEE
(WHITE FISH BAY)
WTMJ-TV (4) NBC
WITI-TV (6)
WISN-TV (12) ABC
WXIX (TV) (19)
CBS
WMVS-TV (10*)*
WCAN-TV (25>*
WFOX-TV (31) ♦
MINNEAPOLIS-
ST. PAUL
WCCO-TV (4) CBS
KSTP-TV (5) NBC
KMGM-TV (9)
WTCN-TV (11) ABC
KTCA (TV) (2*)#
MOBILE-PENSACOLA
WEAR-TV (3) ABC.
CBS
WKRG-TV (5) CBS
WALA-TV (10) NBC.
ABC
WPFA-TV (15.)
NASHVILLE (OLD
HICKORY)
WSM-TV (4) NBC
WL AC-TV (5) CBS
WSIX-TV (8) ABC
NEW HAVEN-
WATERBURY
WNHC-TV (8)-
ABC, CBS
WATR-TV (53) ABC
WELI-TV (59)*
PEORIA
WTVH (TV) (19)
CBS, ABC
WEEK-TV (43) NBC
WIRL-TV (8)*+
+ Ch. 6 proposed to
be substituted for
ch. 8.
NEW ORLEANS
WDSU-TV (6) CBS.
NBC
WYES (TV) (8*)
V'JMR-TV (20) ABC
WWL-TV (4)*
August
WCKG (TV) (2S)*
WWEZ-TV (32)*
Ch. 12 open
NEW YORK
(NEWARK)
WCBS-TV (2) CBS
WRCA.-TV (4) NBC
WABD (TV) (5)
WABC-TV (7) ABC
WOR-TV (9)
WPIX (TV) (11)
WATV (TV) (13)
WNYC-TV (3D*
NORFOLK-
PORTSMOUTH
WTAR-TV (3) CBS.
ABC
WVEC-TV (15) NBC
WTOV-TV (27)
WAVY-TV (10)4 July
Ch. 13 open
OKLAHOMA CITY-ENID
WKY-TV (4) NBC
KGEO-TV (5) ABC
KWTV (TV) (9) CBS
KETA (TV) (13*)
KTVQ (TV) (25)*
OMAHA
KMTV (TV) (3) NBC,
ABC
WOW-TV (6) CBS
KETV (TV) (7)*
September
ORLANDO
WDBO-TV (6) CBS.
ABC, NBC
WEAL-TV (18)*
WORZ Inc., initial
decision (9)*
- Ch. 8 moved to
Davenport-Rock
Island-Moline.
PHILADELPHIA-
WILMINGTON
WRCV-TV (3) NBC
WEIL-TV (6) ABC
WCAU-TV (10) CBS
WPFH (TV) (12)
WPHD (TV) (23)*
WSES (TV) (29)*
WHYY-TV (35*)*
PHOENIX (MESA)
KTVK (TV) (3) ABC
KPHO-TV (5)
KOOL-TV (10) CBS
KVAR (TV) (12)
NBC
PITTSBURGH
(IRWIN)
KDKA-TV (2) NBC.
CBS, ABC
WQED (TV) (13*)
WENS (TV) (16)
ABC
WCAE-TV, initial de-
cision, (4)*
wnc (TV) (ii)#
WTVQ (TV) (47)*
WTKJF-TV (53)*
PORTLAND (ME.)
WCSH-TV (6) NBC
WGAN-TV (13) CBS
PORTLAND-SALEM
(ORE.)
KOIN-TV (6) CBS
KPTV (TV) (12) NBC
KPW-TV (8) ABC
KSLM-TV (3)*
Ch. 2 proposed to be
ooen at Vancouver,
Wash.
POUGHKEE'SIE-NEW-
BURG-BEACON
WKNY-TV (66)*
PROVIDENCE-FALL
RIVFR-NEW
BEDFORD
W JAR-TV (10) NBC,
ABC
WPRO-TV (12) CBS
WNET (TV) (16)*
Ch. 6 proposed to be
open, including
New Bedford. Mass.
QUINCY-HANNIBAL
KHQ4.-TV (7) CBS
WGEM-TV (10) NBC,
ABC
RALEIGH-DURHAM
WR^L-TV (5) NBC
WTVD (TV) (11)
ABC
WNAO-TV (28) CBS
READING
WEEU-TV (33)*
WHUM-TV (61 )♦
RICHMOND-
PETERSBURG
WTVR (TV) (6) ABC
WXEX-TV (8) NBC
WRVA-TV (12) CBS
ROANOKE
WDBJ-TV (7) CBS
WSLS-TV (10) NBC
ROCHESTER (N. Y.)
WROC-TV (5) NBC.
ABC
WHEC-TV (10) CBS.
ABC
WVET-TV (10) CBS.
ABC
WCBF-TV (15)*
WROH i TV) (21*)*
ROCKFORD (ILL.)
WREX-TV (13) CBS.
ABC
WTVO (TV) (39)
NBC
SACRAMENTO-
STOCKTON
KCRA-TV (3) NBC
KBET-TV (10) CBS
KOVR (TV) (13)
ABC
KCCC-TV (40) ABC
KGMS-TV (46)*
SALT LAKE CITY-
OGDEN
KUTV (TV) (2) ABC
KTVT (TV) (4) NBC
KSL-TV (5) CBS
KUED (TV) (7»)4
September
SAN ANTONIO
WOAI-TV (4) NBC
KENS-TV (5) CBS
KONO-TV (12) ABC
KCOR-TV (41)
SAN DIEGO-TIJUANA
XETV (TV) (6) ABC
KFMB-TV (8) CBS
KFSD-TV (10) NBC
SAN FRANCISCO-
SAN JOSE
KRON-TV (4) NBC
KPIX (TV) (5) CBS
KGO-TV (7) ABC
KQED (TV) (9*)
KNTV (TV) (11)
KSAN-TV (32)
Channel Two Inc.,
initial decision
(2)4
KBAY-TV (20)4
KPRT (TV) (26)*
SCRANTON
WARM-TV (16) ABC
WDAU-TV (22) CBS
WTVU (TV) (44)
SEATTLE-TACOMA
KOMO-TV (4) NBC
KING-TV (5) ABC
KCTS (TV) (9*)
KTNT-TV (11) CBS
KTVW (TV) (13)
KIRO-TV. initial de-
cision (7)4
SHREVEPORT
KTBS-TV (3) NBC,
ABC
KSLA-TV (12) CBS,
ABC
SiOUX CITY
KTIV (TV) (4) NBC
KVTV (TV) (9) CBS,
ABC
SOUTH BEND
WSBT-TV (34) CBS
WNDU-TV (46) NBC
SPARTANBURG-
GREENVILLE-ASHE-
VILLE-ANDERSON
WFBC-TV (4) NBC
WSPA-TV (7) CBS
WLOS-TV (13) ABC
W AIM-TV (40) ABC
WGVL (TV) (23)4
SPOKANE
KREM-TV (2) ABC
KXLY-TV (4) CBS
KHQ-TV (6) NBC
SPRINGFIELD (ILL.)
WICS (TV) (20) ABC.
NBC
WMAY-TV (2)*+
+ (WMAY-TV has
been ordered to
show cause why it
should not shift to
ch. 36.) Ch. 2 has
been assigned to St.
Louis.
SPRINGFIELD-HOL-
YOKE (MASS.)
WWLP (TV) (22)
NBC, ABC
WHYN-TV (55) CBS
SPRINGFIELD (MO.)
KYTV (TV) (3) NBC.
ABC
KTTS-TV (10) CBS
ST. LOUIS
KTVI (TV) (2)+
ABC
KWK-TV (4) CBS
KSD-TV (5) NBC
KETC (TV) (9*)
KMOX-TV (ID*
- Temporary authori-
ty to operate on
this channel panding
outcome of assign-
ment of ch. 2 to St.
Louis and potential
hearings by appli-
cants.
SYRACUSE
WSYR-TV (3) NBC
WHEN-TV (8) CBS.
ABC
WHTV (TV) (43*)*
Ch. 6 open pending
show cause order
TAMPA-ST.
PETERSBURG
WFLA-TV (8) NBC
WTVT (TV) (13)
CBS
WSUN-TV (38) ABC
Ch. 10 proposed to be
ooen at New Port
Richey, Fla.
TERRE HAUTE
WTHI-TV (10) CBS.
ABC '
Ch. 2 open
TOLEDO
WSPD-TV (13) CBS.
ABC. NBC
WTOH-TV (79>*
Great Lakes Bcstg.
Co., initial decision
(ID*
TOPEKA
WIBW-TV (13) CBS
TUCSON
KVOA-TV (4) NBC
KGUN-TV (9) ABC
KOLD-TV (13) CBS
TULSA-MUSKOGEE
KVOO-TV (2) NBC
KOTV (TV) (6) CBS
KTVX (TV) (8) ABC
KOED-TV (ll*)*
KSPG (TV) (17)*
KCEB-TV (23)*
UTICA-ROME
WKTV (TV) (13)
NBC, ABC
WASHINGTON
WRC-TV (4) NBC
WTTG (TV) (5)
WMAL-TV (7) ABC
WTOP-TV (9) CBS
WOOK-TV (14)*
WARL-TV (20)*
WHEELING-
STEUBENVILLE
WTRF-TV (7) NBC.
ABC
WSTV-TV (9) CBS.
ABC
WLTV (TV) (51)*
WILKES-BARRE-
HAZLETON
WPRE-TV (28) NBC
WILK-TV (34) ABC
WAZL-TV (63)*
WORCESTER
WWOR-TV (41)*
W. FALM BEACH
(FLA.)
WPTV (TV) (5) NBC.
CES
WEAT-TV (12) ABC.
CES
WICHITA-
HUTCHINSON
KARD-TV (3) NBC
KAKE-TV (10) ABC
KTVH (TV) (12)
CBS
YORK (PA.)
WSBA-TV (43) ABC
WNOW-TV (49)
YOUNGSTOWN
WTMJ-TV (21) NBC
WKBN-TV (27) CBS,
ABC
WXTV (TV) (73)*
Broadcasting • Telecasting
May 6, 1957 • Page 37
HRON is WinSF
OWL THEATRE
Mon-Wcd 10:30 PM
Sun-Tlmrs 11 I'M
AVAILABLE
S. F. CHRONICLE • NBC AFFILIATE • CHANNEL 4 • PETERS, GRI FFI N , WOODWARD
Page 38 • May 6, 1957
Broadcasting • Telecasting
A monthly situation report on
Bwmm TPBF U EfiTJ^T II present and planned tv stations
■ mm mm K»«3P mmwQL m Mmw mSm and television network shows
March 1957
Total U. S. Stations on Air: 497
(Commercial: 473; Educational: 23)
Total Cities with Tv Stations: 314
Total Tv Homes: 38,700,000
(B-T Estimate as of Jan. 1, 1957)
HOW TO READ THIS LISTING
Each station or grantee is listed in the
city where licensed.
Triangle (►): station on air with reg-
ular programming. Date of grant is
shown for permittees, followed by
planned starting date when known.
Channel number is in parentheses, fol-
lowed by national network affiliations
and sales representatives, estimated sets
in coverage area and station's highest
one-time hourly rate.
Set figures are provided by stations.
Queries on set figures should be directed
to stations.
Asterisk (*): non-commercial outlet.
Dagger (t): not interconnected.
Data on station color equipment: N,
equipped for network color: LS. local
colo' slides; LF, local color film; LL,
local live color.
ALABAMA
ANDALUSIAf —
► WAIQ («2)
BIRMINGHAM—
► WABT (13) NBC, ABC; Harrington, Righter,
Parsons; 370,000; N; $800
► WBIQ (»10)
►-WBRC-TV (6) CBS; Katz: 370,000; N; $850
WBMG (42) 11/29/56-Unknown
DECATUR—
► WMSL-TV (23) NBC, CBS, ABC; McGillvra:
35,000; N; $150
DOTHAN—
► WTVY (9) CBS, ABC; Young; 59,600; N; $150
FLORENCE —
WOWL-TV (41) 1/30/57-Unknown
MOBILE—
► WALA-TV (10) NBC, ABC; H-R; 175,000; N;
$450
► WKRG-TV (5) CBS; Avery-Knodel ; 167,000;
N; $450
MONTGOMERY—
► WCOV-TV (20) CBS, ABC; Young, 78,600; N;
$200
► WSFA-TV (12) NBC; Katz; 146,969; N; $450
MUNFORDf—
► WTIQ (*7)
SELMAf —
WSLA (8) 2/52/54-Unknown
ARIZONA
FLAGSTAFF—
KOLF-TV (9) 5/29/56-Unknown
MESA (PHOENIX)—
► KVAR (12) NBC; Raymer; 175,825; N; $450
PHOENIX—
► KOOL-TV (10) CBS; Hollingbery; 181,000; N;
$500
► KPHO-TV (5) Katz; 152,555; N; $450
► KTVK (3) ABC; Weed; 175.000; N. LF, LS; $400
TUCSON—
► KGUN-TV (9) ABC; Headley-Reed; 190.000; N,
LF, LS; $300
► KOLD-TV (13) CBS; Hollingbery; 59,200; $300
► KVQA-TV (4) NBC; Branham; 59,100; N; $300
YUMA— :
► KIVA (11) CBS, NBC, ABC; Raymer; 33,000;
$200
KYAT (13) 1/25/56-Unknown
ARKANSAS
EL DORADO—
► KRBB (10) NBC, ABC; O'Connell; 55,000; $200
FORT SMITH—
>■ KFSA-TV (22) NBC, ABC; Pearson: 40.600; $200
► KNAC-TV (5) CBS; H-R; 61,367; $250
HOT SPRINGS—
KSPS (9) 2/16/56-Unknown
JONESBOROt—
KBTM-TV (4) 1/12/55-Unknown (Satellite of
KATV Pine Bluff)
LITTLE ROCK—
► KARK-TV (4) NBC; Petry; 159,904; N; $45fl
Broadcasting • Telecasting
► KTHV (11) CBS; Branham; 237.100; N; $450
KATV (7) (See Pine Bluff)
PINE BLUFF—
► KATV (7) ABC; Averv-Knodel; 235,000; N;
$450
TEXARKANA—
► KCMC-TV (6) (See Texarkana, Tex.)
CALIFORNIA
BAKERSFIELD—
► KBAK-TV (29) CBS, ABC; Weed; 110,000; $300
► KERO-TV (10) NBC; Petry; 153,000; N; $500
BERKELEY (SAN FRANCISCO)—
► KQED (*9)
CHICO—
► KHSL-TV (12) CBS, ABC; Avery-Knodel; 72,-
560; $250
EUREKA
► KIEM-TV (3) CBS, ABC, NBC; Blair Tv Assoc.;
36,500; $250
KHUM-TV (13) 1/16/56-Unknown
FRESNO—
► KFRE-TV (12) CBS; Blair; 252,300; N, LF, LS;
$650
► KJEO (47) ABC; Branham; 185,710; N, LL, LS;
$500
► KMJ-TV (24) NBC; Raymer; 176,000; N, LF, LS;
$550
KVVG (27) (See Tulare, Calif.)
KBID-TV (53) See footnote
LOS ANGELES
► KABC-TV (7) ABC; Katz; 2,722,819; $2,000
► KCOP (13) Petry; 2,722,819; $1,250
► KHJ-TV (9) H-R; 2,722,819; N; $1,500
► KNXT (2) CBS; CBS Spot Sis.; 2,722,819; N,
LS, LF, LL; $3,500
► KRCA (4) NBC; NBC Spot Sis.; 2,722,819; N,
LL, LS, LF: $3,600
► KTLA (5) Raymer; 2,722,819; N, LS, LF, LL;
$1,500
► KTTV (11) Blair; 2,722,819; $2,000
KBIC-TV (22) 2/10/52-Unknown
MODESTOf—
KTRB-TV (14) 2/17/54-Unknown
OAKLAND (SAN FRANCISCO) —
Channel Two Inc. (2) Initial Decision 6/20/56
REDDING—
»-KVIP (7) NBC, ABC; Branham; 60,000; N; $225
SACRAMENTO
► KBET-TV (10) CBS: H-R; 385.249; N, LF. LS;
$700
► KCCC-TV (40) ABC; Weed; 153,000; $450
► KCRA-TV (3) NBC; Petry; 354,401; N, LF, LS;
$750
KGMS-TV (46) 3/2/56-Un known
SALINAS (MONTEREY)—
► KSBW-TV (8) CBS. ABC, NBC; H-R; 349,924.
N; $350
SAN DIEGO—
► KFMB-TV (8) CBS; Petry; 449,928; N; $900
► KFSD-TV (10) NBC; Katz; 400,000; N; $800
SAN FRANCISCO—
► KGO-TV (7) ABC; Blair; 1,206,717; $1,700
► KPIX-TV (5) CBS; Katz; 1,206,717; N, LF, LS;
$1,700
► KRON-TV (4) NBC; Peters, Griffin, Woodward:
1,206,717; N, LL, LS, LF; $1,700
► KSAN-TV (32) Stars National; 302,000; $115
KBAY-TV (20) 3/11/53-Unknown
KPRT (26) 12/20/56-Unknown
SAN JOSEf—
► KNTV (11) ABC, CBS, NBC; Weed; 244,100;
$250
SAN LUIS OBISPO—
► KVEC-TV (6) ABC, CBS; H-R; 102.966; $200
SANTA BARBARA—
► KEYT (3) NBC, ABC, CBS; Hollingbery;
227,918; $450
STOCKTONf—
► KOVR (13) ABC; Avery-Knodel; 395,000; $650
TULARE—
► KWG (27) Bernard; 155,700; $325
COLORADO
COLORADO SPRINGS—
► KKTV (11) CBS. ABC; Boiling; 68,820; $250
i~ KRDO-TV (13) NBC; Pearson; 44.000; $175
DENVER—
► KBTV (9) ABC; Peters, Griffin, Woodward;
427,408; $650
► KLZ-TV (7) CBS; Katz; 427,408; N; $750
► KOA-TV (4) NBC; NBC Spot Sis.; 427,408; N;
$750
SAVE this monthly Telestatus section.
Additional copies are available. Write
Readers Service Dept., Broadcasting •
Telecasting. 1735 DeSales St., N. W„
Washington 6, D. C.
*- KRMA-TV (*6)
► KTVR (2) Blair Tv Assoc.; 427,408; $500
GRAND JUNCTIONf—
► KREX-TV (5) NBC, CBS, ABC; Holman; 22,361;
$120
MONTROSE—
► KFXJ-TV (10) (Satellite of KREX-TV)
PUEBLO—
► KCSJ-TV (5) NBC; Pearson; 56,312; $155
CONNECTICUT
BRIDGEPORT—
► WICC-TV (43) ABC; Young; 72,340; $200
WCTB (*71) 1/29/53-Unknown
HARTFORD—
► WHCT (18) CBS; CBS Spot Sis.; 351,581; $650
WCHF (*24) 1/29/53-Unknown
WTIC-TV (3) 7/25/56-September
NEW BRITAIN—
► WNBC (30) NBC; NBC Spot Sales; 334,703; N;
$600
NEW HAVENf—
► WNHC-TV (8) ABC, CBS; Katz; 948,702; N, LF.
LS; $800
WELI-TV (59) H-R; 6/24/53-Unknown
NEW LONDONf —
WNLC-TV (26) 12/31/52-Unknown
NORWICHf—
WCNE (*63) 1/29/53-Unknown
STAMFORDf—
WSTF (27) 5/27/53-Unknown
WATERBURY—
► WATR-TV (53) ABC; Stuart; 217,554; $200
DELAWARE
WILMINGTON—
► WPFH (12) Raymer; 2,051,000; N; LS, LF;
$1,000
DISTRICT OF COLUMBIA
WASHINGTON—
► WMAL-TV (7) ABC; H-R; $1,200
► WRC-TV (4) NBC; NBC Spot Sis.; 754,000; N:
$1,250
>■ WTOP-TV (9) CBS; CBS Spot Sis.; 644,000; N„
LF, LS; $1,800
► WTTG (5) Weed; 700,000; N; $720
WOOK-TV (14) 2/24/54-Unknown
FLORIDA
DAYTONA BEACHf—
► WESH-TV (2) Petry; 60.000; N; $200
FORT LAUDERDALE—
► WITV (17) ABC; Forjoe; 273,000; $500
FORT MYERSf—
*~ WINK-TV (11) CBS, ABC; McGillvra; 23.900;
$150
FORT PIERCEf —
WTVI (19) 4/19/55-Unknown
JACKSONVILLE—
► WJHP-TV (36) NBC, ABC; Petry; 107,750; N; $300
► WMBR-TV (4) CBS, ABC; CBS Spot Sis.;
272,500; N; $850
WETJ (*7) 2/28/57-Unknown
WFGA-TV (12) 8/31/56-Unknown
WQIK-TV (30) 8/12/53— Unknown
MIAMI—
► WCKT (7) NBC; NBC Spot Sis.; 391,000; N.
LF, LS: $950
► WTHS-TV<*2)
>-WTVJ (4) CBS; Peters, Griffin, Woodward;
395,000; N, LL, LF, LS; $1,000
«► WITV (17) See Fort Lauderdale
WMFL (33) 12/9/f>3-Unknown
WPST-TV (10) 2/8/57-Unknown
WGBS-TV (23) (See footnote)
ORLANDO—
>■ WDBO-TV (6) CBS, ABC, NBC; Blair Tv As-
soc.; 174,500; N; $450
WEAL-TV (18) 9/21/55-Unknown
WORZ Inc. (9) Initial Decision 8/10/55
PANAMA CITY—
► WJDM (7) ABC, CBS, NBC; Hollingbery; 30,100;
$150
PENSACOLA—
*■ WEAR- TV (3) ABC, CBS; Hollingbery; 174,500:
N; $300
WPFA-TV (15) See footnote
ST. PETERSBURG—
► WSUN-TV (38) ABC; Venardr 215.80P; $400
TALLAHASSEE—
► WCTV (6) See ThomasviUe, Ga. .
TAMPA—
»• WF LA-TV (8) NBC; Blair;. -350.000; N, LF, LS;
$750
►> WTVT (13) CBS; Katz; 340,000; N, LF. LS; $750
WEST PALM BEACH—
► WEAT-TV (12) ABC, CBS; H-R; 140,000; $250
► WPTV (5) NBC, CBS; Blair Tv Assoc.; 109,650;
N; $275
GEORGIA
AL8ANYT—
»- WALB-TV (10) ABC. NBC; Venard; 45,000: $260
May 6, 1957 • Page 3"9
B*T TELESTATUS
ATHENSf—
WGTV (*8) 9/5/56-Unknown
ATLANTA—
► WAGA-TV (5) CBS; Katz; 578,000; N, LS, LF;
$1 noo
► WLWA (11) ABC; WLW Sales; 558.280; $900
► WSB-TV (2) NBC; Petry; 577,140; N, LS, LF;
$1,000
WETV (*30) 3/21/56-Unknown
WATL-TV (36) See footnote
AUOU«TA—
► WJBF (6) NBC, ABC; Hollingbery; 218,907;
N; $350
► WRDW-TV (12) CBS; Branham; 184,100; $350
COLUMBUS—
► WDAK-TV (28) NBC, ABC; Headley-Reed; 136,-
959* N- $300
► WRBL-TV (4) CBS, ABC; Hollingbery; 131,800;
N; $400
MACON—
► WMAZ-TV (13) CBS. ABC: NBC (per program
basis); Avery -Knodel; 122,000; N; $360
SAVANNAH —
► WSAV-TV (3) NBC, ABC; Blair Tv Assoc.;
150,501; N; $275
► WTOC-TV (11) CBS, ABC; Avery-Knodel;
153,670; N; $300
THOMASVILLE—
► WCTV (6) NBC. CBS, ABC; Blair Tv Assoc.:
106,421; $250
BOISFt- IDAHO
► KBOI-TV (2) CBS; Peters, Griffin, Wood-
ward; 71,975; $250
► K1DO-TV (7) ABC, NBC; Blair Tv Assoc.; 85.-
000; N; $250
IDAHO FALLSt—
► KID-TV (3) CBS, ABC, NBC: Gill-Perna;
56,109; $200
LEWISTONt—
► KLEW-TV (3) CBS, ABC, NBC; Weed; 21,000;
$150 (satellite of KIMA-TV Yakima. Wash.)
POCATELLOf—
KSEI-TV (6) 4/25/56-Unknown
TWIN FALLSf—
► KT TV-TV (11) CBS. ABC, NBC; Gill-Perna;
22,625; $175
KUTV (13) ll/9/55-Unknown
ILLINOIS
BLOOMINOTON —
WBLN (15) See footnote
CHAMPAIGN —
► WCIA (3) CBS, NBC: Hollingbery; 403,370; N;
$900
CHK-AGO —
► WBBM-TV (2) CBS; CBS Spot Sis; 2.425,696;
N; $3.WK>
► WBKB (7) ABC; Blair; 2,425.696; $2,400
► WGN-TV (9) Petry; 2,425,696; N, LL, LF, LS;
$1,800
► WNBQ (5) NBC; NBC Spot Sis.; 2,425,696; N.
LL, LS. LF; $4,000
WHFC-TV (26) 1/8/53-Un known
WIND-TV (20) 3/9/53- Unknown
WOPT (44) 2/10/54-Unknown
DANVILLE—
► WDAN-TV (24) ABC; Everett-McKinney; 55,-
500; $150
Page 40 • May 6, J 957
DECATUR—
► WTVP (17) ABC; 190,000: $350
fcVANSTONt —
WTLE (32) 8/12/53-Unknown
HARRISBURGf—
► WSIL-TV (22) ABC; Walker; 30,000; $150
LASALLE
WEEQ-TV (35) 2/13/57-Unknown (satellite of
WEEK-TV Peoria)
PEKIN —
WPKN (69) 2/13/57-Unknown
PEORIA—
► WEEK-TV (43) NBC; Headley-Reed; 244,420: N;
*475
► WTVH (19) CBS, ABC; Petry; 224.000; N; $500
WIRL-TV (8) 6/27/56 (Construction prohibited
until completion of deintermixture rulemak-
ing.)
OtMMry (HANNIBAL. MO.) —
► WGEM-TV (10) NBC, ABC; Young; 161,000; N;
$250
► KHQA-TV (7) See Hannibal. Mo.
POCK ISLAND (DAVENPORT, MOLINE) —
► WHBF-TV (4) CBS, ABC; Avery-Knodel;
325,319; N; $800
PorvFOBo —
► WREX-TV (13) CBS, ABC; H-R; 278,004; N,
LF, LS: $450
► WTVO (39) NBC; Headley-Reed; 166,270; N;
$300
SPRINGFIELD—
► WICS (20) ABC, NBC; Young; 103,580: $250
WM AY-TV (2) 6/27/56 (Ordered to show cause
why station should not operate on ch. 36).
URBANAf—
► WILL-TV (»12)
INDIANA
ANDERSONf—
WCBC-TV (61) 3/16/56-Unknown
BLOOMINGTON —
► WTTV (4) ABC; Meeker; 670,050; N; $1,000
ELKHART (SOUTH BEND)—
► WSJV (52) ABC; H-R; 215.814; $300
EVANSVILLE—
► WFIE (62) NBC; Venard; 141,364; N; $400
► WKHT (50) See Henderson. Ky.
► WTVW (7) ABC; Hollingbery; 184.522; N, LF.
LS; $350
FORT WAYNE—
► WANE-TV (15) CBS, ABC; Petry; 139,625; N;
$400
► WKJG-TV (33) NBC; Raymer; 164,364; N; $450
HATFIELD—
WVSJ-TV (9) Initial Decision-2/18/57
INDIANAPOLIS —
► WFBM-TV (6) NBC; Katz; 702,000; N. LL. LF,
LS; $1,200
NEW TV STATIONS
THE following tv stations started regular
programming within the past two months:
WTWV (TV) (ch. 9) Tupelo, Miss.;
KTWO-TV (ch. 2) Casper, Wyo.; KBAS-
TV (ch. 4) Ephrata, Wash.; WSOC-TV
(ch. 9) Charlotte, N. C, and WYES
(TV) (ch. *8) New Orleans.
► WISH-TV (8) CBS; Boiling; 698,000; N, LF, LS;
$1,300
► W i i v (4> See Bloomington
WLWI (13) 3/8/57-September; ABC
LAFAYETTE—
► WFAM-TV (59) CBS, NBC; Rambeau; 190,000;
N; $200
MUNCIE—
► WLBC-TV (49) ABC, CBS. NBC; Holman,
Walker; 107,250; N; $225
PRINCETONf —
WRAY-TV (52) See footnote
ROANOKE —
WPTA (21) 9/6/56-Unknown
SOUTH BEND (ELKHART) —
► WNDU-TV (46) NBC; Petry; 186,000; N; $500
► WSBT-TV (34) CBS; Raymer; 206,363; N; $400
TERRE HAUTE—
► WTHI-TV (19) CBS, ABC; Boiling; 251.970;
N; $500
IOWA
AMES—
► WOI-TV (5) ABC; Weed; 300,000; N; $500
CEDAR RAPIDS—
► KCRG-TV (9) ABC; Weed; 325,977; N; $450
► WMT-TV (2) CBS; Katz; 344,380; N; $625
DAVENPORT (MOLINE, ROCK ISLAND)—
► WOC-TV (6) NBC; Peters, Griffin, Woodward:
317,902; N; $800
DES MOINES—
► KRNT-TV (8) CBS; Katz; N; $700
► WHO-TV (13) NBC; Peters, Griffin, Woodward:
322,000; N, LF, LS: $700
KDPS-TV (11*) 12/12/56-Unknown
KGTV (17) See footnote
FORT DODGE—
► KQTV (21) NBC, CBS; Pearson; 46,365; $150
MASON CITY—
► KGLO-TV (3) CBS; Weed; 135,932; $350
OTTUMWA—
► KTVO (3) (See Kirksville, Mo.)
SIOUX CITY—
► KTIV (4) NBC; Hollingbery; 231.670; N; $350
► KVTV (9) CBS, ABC; Katz; 214.570; N; $425
WATERLOO—
► KWWT-TV (7) NBC; Avery-Knodel; 324,866;
N; $625
KANSAS
ENSI6M—
KTVC (6) 1/25/56-March (satellite of KAKE-
TV Wichita)
GOODLAND-r—
KWGB-TV (10) 5/11/55-Unknown
GREAT BEND—
► KCKT (2) NBC, ABC; Boiling; 186,097; N; $250
HUTCHINSON (WICHITA)—
► KTVH (12) CBS; H-R; 251,135; N; $575
► KAKK-TV (10) See Wichita
► KARD-TV (3) See Wichita
MANHATTANf—
KSAC-TV (*8) 7/24/53-Unknown
PITTSBURG—
► KOAM-TV (7) NBC. ABC; Katz; 161,851; $300
TOPEKA—
► WIBW-TV (13) CBS; Capper; 621,139; N; $550
WICHITA (HUTCHINSON)—
► KAKE-TV (10) ABC; Katz; 266.237; N; $600
► KARD-TV (3) NBC; Petry; 265,430; N, LL, LF,
LS; $550
► KTVH (12) See Hutchinson
KENTUCKY
ASHLANDf—
WALN-TV (59) Petry; 8/14/52-Unknown
HENDERSON (EVANSVILLE, IND.) —
► WEHT (50) CBS; Young; 150,000; N; $400
LEXINGTON—
► WLEX-TV (18) NBC, ABC. CBS; Boiling;
$218.50
WLAf-TV (27) 12/3/53-Unknown
LOUISVILLE—
► WAVE-TV (3) NBC, ABC: NBC Spot Sis.; 508,-
966. N; $1,025
► WHAS-TV (11) CBS; Harrington. Righter &
Parsons (last reported set count in July 1952
was 205,544); N; $1,000
WQXL-TV (41) Forjoe; 1/15/53-Unknown
WKLO-TV (21) See footnote
NEWPORTf—
WNOP-TV (74) 12/24/53-Unknown
OWENSBORO—
WKYT (14) 3/14/56-Unknown
PADUCAHf—
WPSD-TV (6) 11/14/56-May; Pearson; $400
LOUISIANA
ALEXANDRIA—
► K ALB-TV (5) NBC, ABC, CBS; Weed; 136,400:
$250
BATON ROUGE—
► WAFB-TV (28) CBS; Blair Tv Assoc.; 104,000;
$250
► WBRZ (2) NBC, ABC; Hollingbery; 227,400; N;
WCNS (40 ) 7/19/56-July
LAFAYETTE—
► KLFY-TV (10) CBS; Venard; 132,811; N; $250
LAKE CHARLES
► KPLC-TV (7) NBC. ABC; Weed; 172.898; $250
► KTAG (25) CBS; Young; 68,648; $150
Broadcasting • Telecasting
NEW TELESTATUS POLICY
WHILE the television station system was
still growing rapidly, the B«T Telesta-
tus was published weekly to keep adver-
tisers, agency people and other interested
readers currently and fully informed.
As the pace of new television grants
diminished and tv markets stabilized,
Telestatus was reduced to monthly
frequency.
Almost all the desirable tv facilities
have now been distributed; almost all
the stations that will go on the air, under
present allocations, have gone on the air.
Accordingly, Telestatus will become a
quarterly feature, published in the first
issue of each quarter.
This is the last monthly Telestatus.
It is also the last Telestatus to contain
television set circulation estimates for
individual stations. These estimates, pro-
vided by the stations themselves and sub-
mitted to B*T in the form of sworn af-
fidavits, were useful when no reliable,
central source of tv set circulation ex-
isted. Now that A. C. Nielsen and the
Advertising Research Foundation have
compiled county-by-county set figures, the
individual station estimates may be aban-
doned. Most buyers have access to the
central sources.
The quarterly Telestatus reports will
continue to contain other information
which buyers have found most useful —
the location, identity and channel num-
ber of stations, together with target dates
of stations under construction, the status
of network affiliations, national represen-
tations, color equipment and station rates.
The Editors
Broadcasting • Telecasting May 6, 1957 • Page 41
b-t TELESTATUS
MONROE—
► KNOE-TV (8) CBS, ABC, NBC; H-R; 285,000;
N; $400
KLSE (*13) 12/14/56-Unknown
NEW ORLEANS —
► WDSU-TV (6) ABC, CBS, NBC; Blair; 424,008;
N, LF, LS; $900
► WJMR-TV (20) CBS, ABC; Weed; 300,000; N;
$300
► WYES (*8)
WCKG (26) Gill-Perna; 4/2/53-Unknown
WWEZ-TV (32) 9/26/56-Unknown
WWL-TV (4) 7/13/56- August; Katz
SHREVEPORT—
► KSLA-TV (12) CBS, ABC: Raymer; N; 170,000;
$400
► KTBS-TV (3) NBC, ABC; Petry; 249,695; N;
$500
MAINE
AUGUSTA—
WPTT (10) 11/14/56-Unknown
BANGOR—
► WABI-TV (5) ABC, NBC; HoUingbery; 106,000;
N; $300
► WTWO (2) CBS; Venard; $300
POLAND SPRING—
► WMTW (8) CBS. ABC: Harrington, Righter &
Parsons; 288,170; $400
PORTLAND—
► WCSH-TV (6) NBC; Weed; 190,200; N; $500
► WGAN-TV (13) CBS; Avery-Knodel: 185.00O;
N; $400
PRESOUE ISLE—
► WAGM-TV (8) CBS; Venard; $150
MARYLAND
BALTIMORE—
► WAAM (13) ABC; Harrington, Righter & Par-
sons; 727,307; N; $1,275
► WBAL-TV (11) NBC; Petry; 727,307; N, LL, LS,
LF; $1,500
► WMAR-TV (2) CBS; Katz; 727,307; N, LF, LS;
$1 500
WITH-TV (72) Forjoe: 12/18/52-Unknown
WTLF (18) 12/9/53-Unknown
SALISBURY—
► WBOC-TV (16) ABC, CBS; Headley-Reed: 56,-
590; $200
MASSACHUSETTS
BOSTON—
► WBZ-TV (4) NBC; Peters. Griffin, Woodward;
1,420,106; N, LS, LF; $2,400
► WGBH-TV (»2) N, LL, LF, LS
► WNAC-TV (7) CBS, ABC; H-R; 1,420,106; N:
$3,000
► WMUR-TV (9) (See Manchester. N. H.)
WHDH-TV (5) 4/26/57-Unknown
WXEL (38) 10/12/55-Unknown
WJDW (44) 3/12/53-Unknown
BROCKTONf —
WHEF-TV (62) 7/30/53-Unknown
CAMBRIDGE (BOSTON)—
WTAO-TV (56) See footnote
GREENFIELD—
WRLP (32) 7/5/56-Unknown (Satellite of
WWLP Springfield, Mass.)
PITTSFIELDf—
► WCDC (19) Harrington, Righter & Parsons
(Satellite of WCDA Albany, N. Y.)
SPRINGFIELD—
► WHYN-TV (55) CBS; Branham; 250,000; N; $600
► WWLP (22) NBC, ABC; Hollingbery; 250,000;
N, LS; $600
WORCESTER—
WWOR-TV (14) See footnote
MICHIGAN
ANN ARBOR—
► WPAG-TV (20) Everett-McKinney; 31.000; $150
WUOM-TV (*26) 11/4/53-Unknown
BAY CITY (MIDLAND, SAGINAW)—
► WNEM-TV (5) NBC, ABC; Petry; 580.536; N,
LF, LS; $800
CADILLAC—
► WWTV (13) CBS, ABC; Weed; 369,607; $350
DETROIT—
► WJBK-TV (2) CBS; Katz; 1,600,000; N, LL, LF,
LS; $2,600
► WTVS (*56)
► WWJ-TV (4) NBC; Peters. Griffin, Woodward:
1,600,000; N, LF, LS; $2,400
► WXYZ-TV (7) ABC; Blair; 1,600,000; N; $2,200
► CKLW-TV (9) CBC; Young; 1,600,000; $1,100
(See Windsor, Ont.)
WBID-TV (50) 11/19/53-Unknown
EAST LANSINGt—
► WKAR-TV (*60)
FLINTf—
WJRT (12) 5/12/54-Unknown
GRAND RAPIDS—
► WOOD-TV (8) NBC, ABC; Katz: 574,280; N;
$1,175
WMCM (23) 9/2/54-Unknown
IRONWOOD—
WJMS-TV (12) 11/30/55-Unknown
KALAMAZOO—
► WKZO-TV (3) CBS, ABC; Avery-Knodel;
667,520; N; $1,300
LANSING—
► WJIM-TV (6) NBC, CBS, ABC; Peters, Griffin,
Woodward; 652,530; N; $1,000
WTOM-TV (54) See footnote
MAROUETTEf —
► WDMJ-TV (6) Weed; $200
ONONDAGO—
State Board of Agriculture and Tv Corp. of
Mich, (sharetime) (10) Initial Decision —
3/6/57
PORT HURON—
WHLS-TV (34) 11/14/56-Unknown
SAGINAW (BAY CITY, MIDLAND)
► WKNX-TV (57) CBS; Gill-Perna; 160,000; N;
$375
TRAVERSE CITY—
► WBPN-TV (7) NBC; Holman; 64,393; $144
AUSTIN— MINNESOTA
► KMMT (6) ABC; Avery-Knodel; 115,126; $200
DULUTH (SUPERIOR, WIS.)—
► KDAL-TV (3) CBS, ABC; Avery-Knodel;
127,500; $400
► WPSM-TV (6) See Superior, Wis.
WFTV (38) See footnote
MINNEAPOLIS-ST. PAUL—
► KMGM-TV (9) Branham; 632,000; $1,500
► KSTP-TV (5) NBC; Petry; 688,558; N, LS, LF;
$1,640
► WCCO-TV (4) CBS; Peters, Griffin, Woodward;
N, LL; $1,608
► WTCN-TV (11) ABC; Katz; 615,000; $1,200
KTCA-TV (*2) 6/20/56-Unknown
ROCHESTER—
► KROC-TV (10) NBC, ABC, CBS; Meeker;
120,000; N; $250
MISSISSIPPI
BILOXIf—
WVMI (13) Initial Decision 6/5/56
COLUMBUSf—
► WCBI-TV (4) CBS, NBC; Everett-McKinney;
51,000; $150
HATTIESBURG—
► WDAM-TV (9) NBC, ABC; Pearson; 77,646; N;
$175
JACKSON—
► WJTV (12) CBS, ABC; Katz; 155,000; $360
► WLBT (3) NBC, ABC; HoUingbery; 181,000; N;
$360
LAUREL—
WTLM (7) 2/21/57-Unknown
MERIDIAN—
► WTOK-TV (11) CBS, ABC, NBC; Headley-
Reed; 86,031; N; $250
WCOC-TV (30) See footnote
TUPELO—
► WTWV (9) NBC; $150
MISSOURI
CAPE GIRARDEAU—
► KFVS-TV (12) CBS, NBC; Headley-Reed;
167,674; N; $600
COLUMBIA—
► KOMU-TV (8) NBC, ABC; H-R; 102,190; $250
HANNIBAL (QUINCY, ILL.)
► KHQA-TV (7) CBS; Weed; 174,880; N; $350
► WGEM-TV (10) See Qulncy, m.
JEFFERSON CITY—
► KRCG (13) CBS, ABC; Blair Tv Assoc.; 113,780;
$250
JOPLIN—
► KODE-TV (12) CBS; Avery-Knodel; 131,420;
N; $300
KANSAS CITY—
► KCMO-TV (5) CBS; Katz; 634,540; N; $1,350
► KMBC-TV (9) ABC; Peters, Griffin, Woodward;
634,540; N, LS, LF, LL; $540 (half-hour)
► WDAF-TV (4) NBC; Harrington, Righter &
Parsons; 634,540; N, LS, LF; $1,060
KIRKSVILLE—
► KTVO (3) CBS, NBC; Boiling; 222,954; $300
ST. JOSEPH—
► KFEQ-TV (2) CBS; Blair Tv Assoc.; 180,867;
$400
ST. LOUIS—
► KETC (*9)
► KSD-TV (5) ABC, CBS, NBC; NBC Spot Sis.:
967.002; N, LS, LF; $1,200
► KTVI (36) ABC; Weed; 422,422; $400 (Given
temporary authority to operate on ch. 2,
effective April 15.)
► KWK-TV (4) CBS, ABC; Katz; 850,000; N; $1,-
500
KMOX-TV (11) 3/29/57-Unknown
SEDALIAf —
► KDRO-TV (6) Pearson; 57,000; $200
SPRINGFIELD—
► KTTS-TV (10) CBS; Weed; 111,188; N; $325
► KYTV (3) NBC, ABC; Hollingbery; 112,563;
N; $275
MONTANA
BILLINGSf —
► KOOK-TV (2) CBS, ABC, NBC; Headley-Reed:
28,500; $200
KGHL-TV (8) 11/23/55-Unknown
BUTTEf —
► KXLF-TV (4) ABC; No estimate given; $100
GLENDIVE —
KXGN-TV (5) 3/13/57-Unknown
GREAT FALLSf—
► KFBB-TV (5) CBS, ABC, NBC: Blair Tv Assoc.;
30,500; $150
HELENA
KABL-TV (10) 2/13/57-Unknown
KXLJ-TV (12) 2/13/57-Unknown (Satellite of
KXLF-TV Butte, Mont.)
KALISPELLf —
KGEZ-TV (9) Cooke; 7/19/56-Unknown
MISSOULA—
► KMSO-TV (13) CBS, ABC, NBC; Gill-Perna;
34,000; $150
HASTINGS— NEBRASKA
► KHAS-TV (5) NBC; Weed; 84,280; N; $200
HAYES CENTER—
► KHPL-TV (6) (Satellite of KHOL-TV Hol-
drege)
KEARNEY (HOLDREDGE)—
► KHOL-TV (13) CBS, ABC; Meeker; 119,000;
(Includes satellite KHPL-TV); N; $300
LINCOLN—
► KOLN-TV (10) ABC. CBS; Avery-Knodel;
211,079; $450
► KUON-TV (»12)
OMAHA—
► KMTV (3) NBC, ABC; Petry; 412,250; N, LL,
LS. LF: $900
► WOW-TV (6) CBS; Blair; 412,000: N; $900
KETV (7) 4/27/56-September; ABC; H-R
SCOTTSBLUFFf —
► KSTF (10) (Satellite KFBC-TV Cheyenne)
NEVADA
HENDERSON (LAS VEGAS)—
► KLRJ-TV (2) NBC, ABC; Pearson; 30,500; N,
LL, LF, LS; $225
LAS VEGAS —
► KLAS-TV (8) CBS; Weed; 35,000; $250
► KLRJ-TV (2) See Henderson
► KSHO-TV (13) Forjoe; 27,900; $200
RENO—
► KOLO-TV (8) CBS, ABC, NBC; Pearson; 55,000;
$300
KAKJ (4) 4/19/55-Unknown
KEENE+ NEW HAMPSHIRE
WKNE-TV (45) 4/22/53-Unknown
MANCHESTER (BOSTON)—
► WMUR-TV (9) ABC (CBS, NBC per program
basis); Forjoe; 1,127,959; $600
MT. WASHINGTONt—
► WMTW (8) See Poland Spring, Me.
NEW JERSEY
ASBURY PARKf—
WRTV (58) See footnote
ATLANTIC CITY—
WOCN (52) 1/8/53-Unknown
WHTO-TV (46) See footnote
CAMDENf —
WKDN-TV (17) 1/28/54-Unknown
NEWARK (NEW YORK CITY)—
► WATV (13) Fojoe; 4,730,000; $2,000
NEW BRUNSWICKf—
WTLV (»19) 12/4/52-Unknown
NEW MEXICO
ALBUQUERQUE—
► KGGM-TV (13) CBS; Weed; 93,340; N: $300
► KOAT-TV (7) ABC; HoUingbery; 90,500; N;
$300
► KOB-TV (4) NBC; Branham; 103,600; N; $325
CARLSBAD—
► KAVE-TV (6) CBS, NBC; Branham; 30,000;
$150
CLOVIS—
► KICA-TV (12) CBS; Pearson; 20,900; $150
ROSWELL—
► KSWS-TV (8) NBC, ABC. CBS; Meeker; 71,305;
$250
SANTA FE—
KVIT (2) 1/25/56-May
NEW YORK
ALBANY (SCHENECTADY, TROY)—
► WCDA (41) CBS; Harrington, Righter & Par-
sons; 280,000; N; $400
► WTRI (35) ABC; Venard; 207,500; $400
WPTR-TV (23) 6/10/53-Unknown
WTVZ («17) 7/24/52-Unknown
BINGHAMTON—
► WNBF-TV (12) CBS, ABC, NBC; Blair; 464,790;
N: $1,000
WTNR-TV (40) 9/29/54-Unknown
WQTV (*46) 8/14/52-Unknown
BUFFALO—
► WBEN-TV (4) CBS; Harrington, Righter &
Parsons; 579,102 (plus 758,446 Canadian cov»
erage); N, LS, LF, LL; $1,050
►WBUF (17) NBC; NBC Spot Sis.; 178,100; N;
$650
► WGR-TV (2) ABC; Peters, Griffin, Woodward;
586,625 (plus 640,892 Canadian coverage);
$1 025
WNYT-TV (59) 11/23/55-Unknown
WTVF (*23 ) 7/24/52-Unknown
Great Lakes Tv Inc. (7) Initial Decision 1/31/56
CARTHAGE (WATERTOWN)—
► WCNY-TV (7) CBS. ABC (NBC per program
basis); Weed; 83,826 (plus 118,840 Canadian
coverage); $200
ELMIRA—
► WSYE-TV (18) NBC; Harrington, Righter &
Parsons (Satellite WSYR-TV Syracuse)
WTVE (24) See footnote
HAGAMAN—
► WCDB (29) (Satellite WCDA Albany, N. Y.)
ITHACAt—
WHCU-TV (20) CBS: 1 /8/53-Unknown
WTET (»14) 1/8/53-Unknown
LAKE PLACID (PLATTSBURG)—
► WPTZ (5) NBC. ABC; Blair Tv Assoc.: 150,000
(plus 350,000 Canadian coverage): $300
NEW YORK—
► WABC-TV (7) ABC; Blair; 4.730,000; $4,150
Page 42
May 6, 1957
Broadcasting
Telecasting
Already fJB$I In Dallas-Ft Worth...
Here are the stations . . . check the score!! Area surveyed . . . Dallas-Fort Worth 43-county area
MONDAY
TO FRIDAY
Stations
6 a.m. - 1 2 Noon -
1 2 Noon 6 p.m.
6 p.m. •
12 Mid.
KLIF-KFJZ
30 28
29
Network Station A'
(CBS)
15 16
17
Network Station T
(NBC)
15 16
15
Network Station "C (ABC)
7 6
7
Network Station D
(Mut.)
5 5
5
Independent Station
'A'
7 6
6
Independent Station
B
2 3
xa
Independent Station
X
2 2
3
Independent Station
0
X
X
Independent Station
'E'
la x
i
Independent Station
T
1 1
2
Miscellaneous
14 17
16
Total Percentage
100 100
100
Homes Using Radio
26.3 27.2
21.3
No wonder KLIF-KFJZ in combination is the choice of national spot buyers . . EVERYWHERE !
Strengthen your position in the fast-growing key market of the
Southwest. Call your nearest John Blair office for current data
and availabilities on KLIF-KFJZ.
JOHN BLAIR & CO. representatives
KLIF 2104 JACKSON ST. • DALLAS 1, TEXAS
Broadcasting • Telecasting
A Pulse Area Report —
Dallas-Fort Worth
43-Countv Area, February. 195"
4801 WEST FREEWAY • FORT WORTH, TEXAS
May 6. 1957 • Page 43
BT TELESTMUS
NOW — delivering you
a market of more than
a quarter-million TV
families with our
new maximum power,
and 1,000 foot tower.
WEAU TV
EAU CLAIRE, WISCONSIN
See Your Hollingbery Man
any way you look at it...
KBTV
first in DENVER
Quarter hour leads or percentage of audience . . .
KBTV is No. 1 during the most important time classification-
Sign on* to 10:00 P.M. .^^^
Monday thru Friday. ^4tV 34^.;
Station D
■ ^~T~"^ Station
Station C
QUARTER HOUR LEADS
PERCENT OF AUDIENCE
Represented by Peters, Griffin, Woodward, Inc.
•10:30 A.M.
•Jan. 1957 ARB
ckmwd
John C. Mullins, President
Joe Herold, Station Manager
»C BT V
1089 Bannock
Dial TAbor 5-6386
► WABD-TV (5) Weed; 4,730,000; N, LL, LF, LS
$2,200
► WCBS-TV (2) CBS: CBS Spot SU.; 4.730,000, N,
LS, LF, LL; $8,000
► WOR-TV (9) WOR-TV Sis.: 4.730,000; $2,000
► WPIX (11) Peters, Griffin, Woodward; 4,730,000;
$2 000
► WRCA-TV (4) NBC; NBC Spot Sis; 4,730,000;
N. LS. LF, LL; $9,200
► WATV (13) See Newark, N. J.
WREG C25) 8/14/52-Unknown
WNYC-TV (31) 5/12/54-Unknown
POUGHKEEPSIE—
WK NY-TV (66) See footnote
ROCHESTER—
► WROC-TV (5) NBC, ABC; Peters, Griffin,
Woodward: 382,750; N; $700
► WHEC-TV (10) CBS, ABC; Everett-McKinney;
327.000; N; $700
► WVET-TV (10) CBS, ABC; Boiling; 327,000; N,
LF, LS: $700
WCBF-TV (15) 5/10/53-Unknown
WROH (*21) 7/24/52-Unknown
SCHENECTADY (ALBANY, TROY)—
► WRGB (6) NBC; NBC Spot Sis.; 503,000; N;
$1,350
SYRACUSE—
► WHEN (8) CBS, ABC; Katz; 380.000; N; $850
► WSYR-TV (3> NBC; Harrington. Righter Be
Parsons; 479,950; N, LS, LF; $900
WHTV (*43) 9/18/52-Unk.nown
UTICA—
► WKTV (13) NBC, ABC; Cooke; 214,000; N; $550
NORTH CAROLINA
ASHEVIllF—
► WISE-TV (62) NBC. CBS; Boiling; 38,000; $150
► WLOS-TV (13) ABC; Venard; 358,215; N; S400
CHAPEL HILlf—
► WUNC-TV (M)
CHARLOTTE—
► WBTV (3) CBS, ABC; CBS Spot Sis.; 528.210;
N, LL. LS, LF; $1,000
► WSOC-TV (9) NBC; H-R; $900
WQMC (36) See footnote
DURHAM —
► WTVD (11) ABC; Petry; 293,046; N; $550
FAYETTEVIllEf—
► WFLB-TV (18) ABC, CBS, NBC; Biern-Smith;
51.600; $120
GASTONIAt —
WTVX (48) 4/7/54-Unknown
GREENSBORO—
► WFMY-TV (2) CBS. ABC: Harrlnrton, Righter
& Parsons; 465,507; N, LF, LS; $650
GREENVILLE—
► WNCT (9) CBS, ABC; Hollingbery; 185,000; N;
$400 .
NEW BERNf —
WNBE-TV (13) 2/9/55-Unknown
RALEIGH—
► WNAO-TV (28) CBS; Forioe: 149,125; N; $325
► WRAL-TV (5) NBC; H-R; 334,161; N, LF, LS;
$600
WASHINGTON —
► WITN (7) NBC; Headley-Reed; 150,784; N; $325
WILMINGTON—
► WMFD-TV (6) NBC, ABC, CBS; Wagner-Smith
Assoc.; 123,238; $250
WINSTON-SALEM—
► WSJS-TV (12) NBC; Headley-Reed; 586,384; N;
$600
► WTOB-TV (26) ABC; Venard; 133,720; $200
NORTH DAKOTA
BISMARCK—
► KBMB-TV (12) CBS; Weed; 43,800; N; $150
+■ KFYR-TV (5) NBC, ABC; Biair Tv Assoc.;
43,940; $275
DICK1* ?ON-
► KDIX-TV (2) CBS, ABC, NBC; Holman; 23,500;
$150
FARGO—
► WDAY-TV (6) NBC, ABC; Peters, Griffin,
Woodward; 92,679; N; $450
GRAND FORKS —
► KNOX-TV (10) NBC; Rambeau; 40,000; N; $200
MINOT—
► KCJB-TV (13) CBS, NBC, ABC; Weed; 30,000;
$250
KMOT (10) 10/5/55-Unknown
WILLISTON—
► KUMV-TV (8) (satellite of KFYR-TV Bis-
marck)
VALLEY CITY—
► KXJB-TV (4) CBS; Weed; 133,000; N, LF, LS;
$500
AKRON— OHIO
► WAKR-TV (49) ABC; Weed; 174,066; $300
ASHTABULAf —
WICA-TV (15) See footnote
CANTONf—
WTLC (29) 3/22/56-Unknown
CINCINNATI—
WCET (»48)
► WCPO-TV (9) ABC; Blair; 850,800; N; $1,200
WKRC-TV (12) CBS; Katz; 662.236; N: $1,000
► WLWT (5) NBC: WLW Sis.; 487.000; N; $800
WQXN-TV (54) Forjoe; 5/14/53-Unknown
Page 44 • May 6, 1957
Broadcasting
Telecasting
m
PRESENTING
THE SPORTS WEEKLY
OF THE AIR
HARRY WISMER narrating.
A fresh, fast-paced 15 minutes of newsy, breezy
f eaturettes covering the world of sports the world
around — from baseball to archery, skin-diving to golf,
hockey to savate — all made brighter still by timely
interviews with top figures in sports of top popularity.
Fullv scored film, with minutes for commercials.
On the air already — with Bethlehem Steel the
sponsor - over WBAL-TV, Baltimore; WNAC-TV,
Boston; WBUF-TV, Buffalo; WTPA-TV, Harrisburg;
WBCA, New York; WFIL-TV. Philadelphia;
WBC-TV, Washington.
Inquire about exclusive rights in your market.
A note, wire or phone call will bring particulars.
United Press
ooaooooDooaoooooooooooooaooooooooooouonaDooooaoonoooooooDoaoooaooo)
oooooaoaaooooaaoDQDOQoaoooooaooaoooooooaaaoonaooaociaooaooaaooooaoo:
I
News
UNITED PRESS ASSOCIATIONS • 220 EAST 42nd STREET, NEW YORK
Broadcasting • Telecasting
May 6, 1957 ♦ Page 45
mr TELESTATUS
CLEVELAND—
► WEWS (5) ABC; Blair; 1,210,000; N; $1,650
► KYW-TV (3) NBC; Peters, Griffin, Woodward;
1,249,019; N; $1,950
► WJW-TV (8) CBS; Katz; 1,146,150; N; $2,000
WERE-TV (65) 6/18/53-Unknown
WHK-TV (19) 11/25/53-Unknown
COLUMBUS—
► WBNS-TV (10) CBS; Blair; 552,700; N; $825
► WLWC (4) NBC: WLW Sis.; 361,000; N; $800
► WOSU-TV (*34)
► WTVN-TV (6) ABC; Katz; 381,451; $600
DAYTON—
► WHIO-TV (7) CBS; Hollingbery: 637,330: N;
$800
► WLWD (2) ABC, NBC; WLW Sis.: 332,000; N;
$80"
WIFE (22) See footnote
ELYRIAf —
WEOL-TV (31) 2/11/54-Unknown
LIMA—
► WIMA-TV (35) NBC, CBS. ABC; H-R: 76,487;
$150
MANSFIELDf —
WTVG (36) 6/3/54-Unknown
MASSILLONf—
WMAC-TV (23) Petry; 9/4/52-Unknown
OXFORD—
WMUB-TV (»14) 7/19/56-Unknown
STEUBEN VILLE (WHEELING, W. VA.)—
► WSTV-TV (9) CBS. ABC; Avery-Knodel; 1,-
045.580; N; $500
► WTRF-TV (7) See Wheeling
TOLEDO—
► WSPD-TV (13) CBS. ABC, NBC: Katz; 406.000;
N; $1,000
WTOH-TV (79) 10/20/54-Unknown
Great Lakes Bcstg. Co. (11) Initial Decision-
3/21/57
YOUNGSTOWN—
► WFMJ-TV (21) NBC; Headley-Reed; 202.771; N;
$400
► WKBN-TV (27) CBS. ABC; Raymer; 202.o34;
N; $450
WXTV (73) 11/2/55-Unknown
ZANESVIllE—
► WHIZ-TV (18) NBC, ABC, CBS; Pearson; 51,-
349; $150
ADA OKLAHOMA
► KTEN (10) ABC (CBS. NBC per program
basis); Venard: 93,152; N; $225
ARDMORE—
► KVSO-TV (12) NBC; Pearson; 81,000; N; $150
ENID—
► K GEO -TV (5) ABC; Blair Tv Assoc.; 264,510;
N; $600
LAWTON—
► KSWO-TV (7) ABC; Pearson; 71,000; $150
MUSKOGEE—
► KTVX (8) ABC; Avery-Knodel; 290,687; $600
OKLAHOMA CITY—
»- KETA (*13)
► KGEO-TV (5) (See Enid, Okla.)
► KWTV (9) CBS; Avery-Knodel; 402,213; N; $800
► WKY-TV (4) NBC; Katz; 402,213; N, LL, LF,
LS; $920
KTVQ (25) See footnote
TULSA—
► KOTV (6) CBS; Petry; 319,312; N; $825
► KTVX (8) (See Muskogee)
► KVOO-TV (2) NBC; Blair; 319.312; N, LF, LS:
$750
KOED-TV (»11) 7/21/54-Unknown
KSPG (17) 2/4/54-Unknown
KCEB (23) See footnote
EUGENE— OREGON
>► KVAL-TV (13) NBC. ABC (CBS per program
basis); Hollingbery; 70,047; N; $300
KLAMATH FALLSf—
► KOTI (2) CBS, ABC. NBC; Blair Tv Assoc ;
16,898; $150
COOS BAY—
KOOS-TV (16) 9/4/56-Unknown
MEDFORD—
► KBES-TV (5) ABC, CBS, NBC; Blair Tv Assoc.:
39,850: $250
PORTLAND—
► KGW-TV (8) ABC; Blair: 325,077; $700
► KOIN-TV (6) CBS; CBS Spot Sis.; 385,550; N;
5700
► KPTV (12) NBC; Hollingbery; 356,442; N, LF,
LS; $800
ROSEBURG—
► KPIC (4) Hollingbery; 12,643; $150 (satellite of
KVAL-TV Eugene, Ore.)
SALEMt —
KSLM-TV (3) 9/30/53-Unknown
PENNSYLVANIA
ALLENTOWNf—
WQCY (39) Weed; 8/12/53-Unknown
WFMZ-TV (67) See footnote
ALTOONA—
► WFBG-TV (10) CBS, ABC, NBC; Blair; 448,500;
$750
BETHLEHEM—
► WLEV-TV (51) NBC; Meeker: 89,307; N; $200
EASTONf—
► WtiLV (57) ABC; Headley-Reed; 94,635; $175
ERIE—
► WTPU (12) NBC. ABC; Petrv: 223.500: N; $700
► WSEE (35) CBS; Young; 164,000; $250
HARRISBURG—
WHP-TV (55) CBS; Boiling; 241,449; $325
► WTPA (71) ABC; Harrington, Righter & Par-
sons; 242,500; N; $350
WCMB-TV (27) (See footnote)
HAZLETONf—
WAZL-TV (63) Meeker; 12/18/52-Unknown
JOHNSTOWN—
► WARD-TV (19) CBS; Weed; $200
► WJAC-TV (6) NBC; Katz; 1,073,202; N, LL,
LS, LF; $1,000
LANCASTER (HARRISBURG, YORK)—
► WGAL-TV (8) NBC. CBS; Meeker; 917.320; N,
t.S. LF: SI. 200
WLAN-TV (21) 11/8/56 -Unknown
LEBANONf —
WLBR-TV (15) See footnote
NEW CASTLE—
WKST-TV (45) See footnote
PHILADELPHIA—
► WCAU-TV (101 CBS; CBS Spot Sis.: 2.094.852;
N. LF LS" S3 250
► WFIL-TV (6) ABC; Blair; 2,235,000; N, LL, LS,
LF" $3 200
► WRCV-TV (3) NBC; NBC Spot Sis.; 2.090,000;
N, LL, LF. LS; $3,200
WHYY-TV (*35) 3/28/56-Unknown
WPHD (23) 9/28/55-Unknown
WSES (29) 3/28/56-Unknown
PITTSBURGH—
► KDKA-TV (2) NBC, CBS. ABC: Peters, Griffin.
Woodward; 1,200.000; N; $2,000
► WENS (16) ABC; Branham; 445,000; $450
► WQED 1*13 l
WHC (11) Blair; 7/20/55-Unknown
WTVQ 147) Headley-Reed: 12/23/52-Unknown
WCAE-TV (4) Initial Decision 4/9/57
WKJF-TV (53) See footnote
READING—
WEEU-TV (33) See footnote
WHUM-TV (61) See footnote
SCRANTON—
► WARM-TV (16) ABC; Boiling; 250.000: $225
► WDAU-TV (22) CBS; H-R; 310,000; N; $500
WTVU (44) See footnote
SHARONf—
WSHA (39) 1/27/54-Unknown
SUNBURYf —
WKOK-TV (38) 2/9/55 -Unknown
WILKES-BARRE—
► WBRE-TV (28) NBC; Headley-Reed; 324,000; N,
LL, LS, LF; $575
► WILK-TV (34) ABC; Avery-Knodel: 306,000; N;
$300
WILLI AMSPORTf —
WRAK-TV (36) 11/32/52-Unknown; Meeker
YORK—
► WNOW-TV (49) Keller; 137,500; $200
► WSBA-TV (43) ABC; Young; 138.480; $200
RHODE ISLAND
PROVIDENCE—
► WJAR-TV (10) NBC. ABC; Weed; 1.404,202; N;
$1 200
► WPRO-TV (12) CBS; Blair; 1,404,202; $1,100
WNET (16) See footnote
SOUTH CAROLINA
ANDERSON—
► WAIM-TV (40) ABC; Headley-Reed; 127,550; N;
$150
CAMDENf —
WACA-TV (14) 6/3/53-Unknown
CHARLESTON—
► WCSC-TV (5) CBS. ABC: Peters, Griffin, Wood-
ward; 202,000; N; $300
► WUSN-TV (2) NBC; Weed;. 202,000; $300
COLUMBIA —
► WIS-TV (10) NBC, ABC: Peters, Griffin, Wood-
ward; 220,873: N: $400
► WNOK-TV (67) CBS; Raymer; 110,000; $200
FLORENCE—
► WBTW (8) CBS. NBC, ABC; CBS Spot Sis.;
151,968; N; $300
GREENVILLE —
► WFBC-TV (4) NBC; Weed; 264,623; N; $450
WGVL (23) See footnote
SPARTANBURG—
► WSPA-TV (7) CBS; Hollingbery; 286.765; N;
$450
SOUTH DAKOTA
ABERDEENf —
KDHS (9) 8/30/56-Unknown
DEADWOODf —
KDSJ-TV (5) 8/8/56-Unknown
FLORENCE—
► KDLO-TV (3) (Satellite of KELO-TV Sioux
Falls)
RAPID CITYf—
► KOTA-TV (3) CBS, ABC, NBC; Headley-Reed:
19,293; $150
KRSD-TV (7) 12/20/56-Unknown
reliance!—
KPLO-TV (6) 12/20/56-June (Satellite of
KELO-TV Sioux Falls)
SIOUX FALLS —
► KELO-TV (11) NBC, ABC, CBS: H-R; 202,811;
(includes satellite KDLO-TV Florence); $450
BRISTOL TENNESSEE
► WCYB-TV (5) (See Bristol, Va.)
CHATTANOOGA—
► WDEF-TV (12) CBS, ABC; Branham; 227,055;
N; $450
► WRGP-TV (3) NBC: H-R; 229,164; N; $400
► WROM-TV (9) McGillvra; 174,330; $150
JACKSON—
► WDXI-TV (7) CBS, ABC; Venard; 103,500; N;
$200
JOHNSON CITY—
► WJHL-TV (11) CBS, ABC; Pearson; 215,000;
$300
KNOXVILLE —
► WATE-TV (6) NBC; Avery-Knodel; 213,240; N;
$600
► WBIR-TV (10) CBS; Katz; 213,240; N; $600
► WTVK (26) ABC; Pearson; 168,455; N; $300
MEMPHIS—
► WHBQ-TV (13) ABC; H-R; 497,921; $900
► WKNO-TV (*10)
► WMCT (5) NBC; Blair; 497,921; N; $900
► WREC-TV (3) CBS; Katz; 497,921; $900
NASHVILLE—
► WLAC-TV (5) CBS; Katz; 335,500; N; $750
► WSIX-TV (8) ABC; Hollingbery; 380,000; $575
► WSM-TV (4) NBC; Petry; 291,538; N, LF, LS;
$825
ABILENE— TEXAS
► KRBC-TV (9) NBC; Raymer; 66,648; $225
ALPINE—
KAMT-TV (12) 8/30/56-Unknown
AMARILLO —
► KFDA-TV (10) CBS, ABC; Blair Tv Assoc.;
99,420' $340
► KGNC-TV (4) NBC; Katz; 99,420; N; $340
AUSTIN—
► KTBC-TV (7) CBS, ABC, NBC; Raymer;
181,155; N; $525
BEAUMONT—
► KFDM-TV (6) CBS, ABC; Peters, Griffin,
Woodward; 136,090; N; $350
KBMT (31) See footnote
BIG SPRING—
► KEDY-TV (4) CBS; Branham: 48,821: $150
(satellite of KDUB-TV Lubbock)
BROWNWOOD—
KNBT-TV (19) 6/6/56-Unknown
BRYAN—
KBTX-TV (3) 12/8/56-May; Raymer; $150
CORPUS CHRISTI—
► KRIS-TV (6) NBC, ABC: Peters, Griffin. Wood-
ward; 80,000; N; LF, LS; $300
► KSIX-TV (10) CBS; H-R; $250
► KVDO-TV (22) Young; 47,000; $150
DALLAS—
► KRLD-TV (4) CBS; Branham: 602,525; N; $1,100
► WFAA-TV (8) ABC, NBC; Petry; 602,525; N;
$1,000
EL PASO—
► KILT (13) Young; 91,563; $250
► KROD-TV (4) ABC, CBS; Branham; 106,129;
N; $450
► KTSM-TV (9) NBC; Hollingbery; 97,257; N;
$325
FT. WORTH—
► WBAP-TV (5) ABC. NBC: Peters. Griffin
Woodward; 600,000; N, LL, LF, LS; $1,000
► KFJZ-TV (11) Blair: 595,023; $800
GALVESTON (HOUSTON)—
► KGUL-TV (11) CBS; CBS Spot Sis.; 523,000;
N; $1,000
HARLINGENf (BROWNSVILLE, McALLEN,
WESLACO)—
► KGBT-TV (4) CBS, ABC: H-R; 85.817 (plu:
8.000 Mexican coverage); $300
HOUSTON—
► KPRC-TV (2) NBC; Petry; 510,000; N; $1,000
► KTRK (13) ABC; Hollingbery; 510,000; N. LF
LS; $850
► KUHT (»8)
► KGUL-TV (11) See Galveston
KNUZ-TV (39) See footnote
KXYZ-TV (29 ) 6/18/53-Unknown
LAREDOf—
► KHAD-TV (8) CBS. NBC, ABC; Pearson; 14,348
$150
LUBBOCK—
► KCBD-TV (11) NBC, ABC; Raymer; 138,549; N
$350
► KDUB-TV (13) CBS; Branham; 143.183: N, LS
LF; $630 (includes satellites KPAR-TV anc
KEDY-TV
LUFKIN—
► KTRE-TV (9) Venard; 60,106; $225 (Station re
ceives NBC shows from KPRC-TV Houston.
MIDLAND—
► KMID-TV (2) NBC, ABC; Venard; 78.000; $20
ODESSA—
► KOSA-TV (7) CBS; Pearson; 90,164; $250
PORT ARTHUR—
KP AC-TV (4) 3/20/57 -Unknown
SAN ANGELO—
► KTXL-TV (8) CBS, NBC, ABC; Vernard; 44
622; $200
KVTX (3) 2/28/57-Unknown
SAN ANTONIO—
► KCOR-TV (41) O'Connell; 70.000: $200
► KENS-TV (5) CBS: Peters, Griffin, Woodwarc
354,652; N; $700
► KONO-TV (12) ABC; H-R; 350.000: N: $560
► WOAI-TV (4) NBC; Petry; 353,617; N, LL, L;
LF; $700
Page 46 • May 6, 1957
Broadcasting
Telecastin
LET'S FACE IT...
you, c^ifc ^o^tde ARC. I
Ask any experienced media man. The Audit Bureau
of Circulations I more informally known as the ABC I
stands for no nonsense when it comes to analyzing one
of its members'pazW distribution.
Other methods of tallying circulation concern them-
selves primarily with quantity; only vaguely with qual-
ity ... or with classifying, rechecking. separating
haphazard giveaway copies from bona fide subscribers
who pay for theirs. It's the kind of addition that pays
no attention to padding.
Quantity figures may look impressive. I A nickel is over
twice the size of a dime — but worth only half a much. I
There is a vast difference, however, between somebody
who gets a free magazine whether or not he wants it, and
someone who must spend money to be sure he gets it.
This is why membership in the Audit Bureau of Circu-
lation is the truest test of a publication's stature. For
the ABC audits and verifies paid circulation only . . .
does it impartially, strictly without compromise or
guesswork. The sleight-of-hand to fool ABC examiners
has never been invented.
Of the several business publications that seek to cover
the radio and television fields, only BROADCASTING-
TELECASTING can offer you an ABC statement. It
verifies a paid distribution for B-T averaging 16,959
copies in the last six-month period audited — which is
even more than the paid circulation claimed (in various
occult ways I by the other radio-tv magazines combined.
B-T takes your advertising where you ivant it to go.*
The others will assure you that they do, too. The differ-
ence is a matter of logic. Since more people pay to get
B-T, you can be mighty sure that more people . . . pay-
ing people . . . are going to read what you have to say.
The result is advertising that pays its way, too !
To the 40 biggest-billing radio-tv
agencies, for example? B-T has over
5,100 paid-for subscriptions in the
agency-&-advertiser fields. More than
1,000 key persons are included from
the Big 40 that spent nearly one
billion dollars in radio-tv last year!
TELECASTING
1735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau- of Circulations
Broadcasting • Telecasting
May 6, 1957 • Page 47
B-T TELESTATUS
SWEETWATER (ABILENE)—
► KPAR-TV (12) C^S: Branham; 64,628; $200
(satellite of KDUB-TV Lubbock, Tex.)
TEMPLE | WACO; —
► KCEN-TV (6) NBC; Hollingbery; 171,550; N;
$350
TEXARKANA (ALSO TEXARKANA, ARK.)—
>■ KCMC-TV (6) CBS, ABC; Venard; 100,000; N;
$260
TYLER—
► KLTV (7) NBC, ABC, CBS; H-R; 108,000; $300
VICTORIA—
Alkek Tv Co. (19) Initial Devision-3/28/57
WACO (TEMPLE)—
► KWTX-TV (10) ABC, CBS; Raymer; 139,000;
$250
WESLACO (BROWNSVILLE, HARLINGEN,
McALLEN)—
► KRGV-TV (5) NBC; Raymer; 85,817 (plus 8,000
Mexican coverage); $250
WICHITA FALLS—
► KFDX-TV (3) NBC, ABC; Raymer; 127,500; N,
LF, LS; $350
► KSYD-TV (6) CBS; Blair Tv Assoc.; 127,500; N;
$350
UTAH
SALT LAKE CITY—
► KSL-TV (5) CBS; CBS Spot Sis.; 212,000; N;
$600
KTVT (4) NBC; Katz; 212,000; N, LS; $600
► KUTV (2) ABC; Avery-Knodel; 212,000; $600
KUED (7*) 12/13/56-September
VERMONT
BURLINGTON—
► WCAX-TV (3) CBS; Weed; 150,000; $450
VIRGINIA
ARLINGTON —
WARL-TV (20) 10/10/56-Unknown
BRISTOL—
► WCYB-TV (5) NBC, ABC; Weed; 368,870; N.
LF, LS; $300
DANVILLEf —
WBTM-TV (24) See footnote
HAMPTON—
► WVEC-TV (15) See Norfolk
HARRISONBURG—
► WSVA-TV (3) ABC, CBS, NBC; Peters, Griffin
Woodward; 139,617; $250
LYNCHBURG—
► WLVA-TV (13) ABC; Hollingbery; 308,675; N;
$300 (film)
NEWPORT NEWS—
WACH-TV (33) See footnote
NORFOLK—
*~ WTAR-TV (3) CBS. ABC; Petry; 422,196; N, LS,
LF; $875
► WTOV-TV (27) McGillvra; 210.000: $380
► WVEC-TV (15) NBC; Avery-Knodel; 188,000;
N; $350
PETERSBURG—
► WXEX-TV (8) See Richmond
PORTSMOUTH —
WAVY-TV (10) ABC; H-R; 5/30/56- July
RICHMOND—
► WRVA-TV (12) CBS: Harrington. Righter &
Parsons; N, LF, LS; $700
► WTVR (6) ABC; Blair; 408,240; N, LF, LS; $875
► WXEX-TV (8) NBC; Forjoe; 415,835; N, LF,
LS; $750
ROANOKE—
► WDBJ-TV (7) CBS; Peters, Griffin, Woodward;
402,000; $600
► WSLS-TV (10) NBC; Avery-Knodel; 402,000;
N, LF, LS; $675
BELLINGHAM — WASHINGTON
► KVOS-TV (12) CBS; Forjoe; 305,845; $435
EPHRATAt—
► KBAS-TV (43) (Satellite of KIMA-TV Yakima,
Wash.)
PASCO—
► KEPR-TV (19) CBS, ABC, NBC; Weed; 35,000;
N; $200 (Satellite of KIMA-TV Yakima)
SEATTLE (TACOMA)—
>■ KCTS (*9>
► KING-TV (5) ABC; Blair; 558,700; N, LF, LS;
j>l,100
► KOMO-TV (4) NBC; NBC Spot Sis.; 558,700; N;
LL. LF, LS; $>1.]25
► KTNT-TV (11) CBS; Weed; 558.700; N; $900
► KTVW (13) Hollingbery; 558,700: $600
K1RO-TV (7) Initial Decision 4/5/55
SPOKANE —
► KHQ-TV (6) NBC; Katz; 208,580; N, LL, LF,
LS: $625
► KREM-TV (2) ABC; Petry; 208,580; N, LF, LS;
$600
► KXLY-TV (4) CBS; Avery-Knodel; 208,580; N;
$(>UU
VANCOUVERf—
K VAN -TV (21) Boiling: 9/25/53-Un known
WALLA WALLA—
KRTV (8) 10/24/56-Unknown (Satellite of
KIMA-TV Yakima, Wash.)
YAKIMA —
► KIMA-TV (29) CBS, ABC, NBC; Weed: 89,000;
$450
WEST VIRGINIA
BLUEFIELD—
► WHIS-TV (6) NBC, ABC; Katz; 173,684; N; $200
CHARLESTON —
► WCHS-TV (8) Branham; 540,340; N, LF, LS;
$550
WKNA-TV (49) See footnote
CLARKSBURG f —
WBLK-TV (12) Branham; 2/17/54-Unknown
FAIRMONTt—
► WJPB-TV (35) NBC, ABC; Gill-Perna; 34,600;
$200
HUNTINGTON—
► WHTN-TV (13) ABC, CBS; Petry; 365,005; N;
$450
► WSAZ-TV (3) NBC; Katz; 357,620; N, LL, LF,
Lis $1.0110
OAK HILL (BECKLEY)—
► WOAY-TV (4) ABC; Pearson; 357,230; $200
PARKERSBURG—
► WTAP (15) NBC, ABC, CBS; Pearson; 58,750; $150
WHEELING (STEUBENVILLE, OHIO)—
► WTRF-TV (7) NBC, ABC; Hollingbery; 312,640;
N; $500
► WSTV-TV (9) See Steubenville. Ohio
WLTV (51) 2/11/53-Unknown
EAU CLAIRE —
WISCONSIN
► WEAU-TV (13) NBC, ABC; Hollingbery; 132,-
000; N; $350
GREEN BAY—
*■ W BAY-TV (2) CBS; Weed; 247,000; $500
► WFRV-TV (5) ABC, CBS; Headley-Reed; 245,-
000; N: $400
► WMBV-TV (11) See Marinette
LA CROSSE—
► WKBT (8) CBS, NBC, ABC; H-R; 130,000; $360
MADISON—
► WHA-TV ('21)
► WISC-TV (3) CBS; Peters, Griffin, Woodward;
309,275; N, LF, LS; $550
► WKOW-TV (27) ABC; Headley-Reed; 130,500;
N: S250
► WMTV (33) NBC; Young; 132,000; N; $280
MARINETTE (GREEN BAY)—
► WMBV-TV (11) NBC, ABC; Venard; 220,826;
$250
MILWAUKEE—
► WISN-TV (12) ABC; Petry; 700,000; N, LF, LS;
$1,000
► WITI-TV (6) Branham; 630,000; N, LL. LF, LS;
$500
► WTMJ-TV (4) NBC; Harrington, Righter &
Parsons: 781.222: N. LL. LF, LS: $1 150
► WXIX (19) CBS; CBS Spot Sis.; 325,000; N; $800
WFOX-TV (31) 5/4/5-Unknown
WMVS-TV (*10) 6/6/56-Unknown
WCAN-TV (25) See footnote
SUPERIOR (DULUTH, MINN.)—
► WDSM-TV (6) NBC; Peters, Griffin. Woodward:
128,200; N; $400
► KDAL-TV (3) See Duluth. Minn.
WAUSAU—
► WSAU-TV (7) CBS. NBC, (ABC per program
basis); Meeker; 110,000; $350
WHITEFISH BAY—
► WITI-TV (6) See Milwaukee
CASPER-
WYOMING
KTWO-TV (2) ABC, NBC; Meeker; $150
KSPR-TV (6) 1/30/57-May: Walker
CHEYENNE—
KFBC-TV (5) CBS, ABC, NBC; Hollingbery;
70,972; $150
RIVERTON—
KWRB-TV (10) 9/26/56- June
ALASKA
ANCHORAGE?—
► KENI-TV (2) ABC, NBC; Fletcher, Day; 25.000;
$100
► KTVA (11) CBS; Alaska Radio-Tv Sis.; 25,000;
$150
FAIRBANKS?—
► KFAR-TV (2) NBC, ABC; Fletcher, Day; 9,600;
$150
► KTVF (11) CBS; Alaska Radio-Tv Sis.; 10,500;
$135
JUNEAUf—
► KINY-TV (8) CBS; Alaska Radio-Tv Sis.; 2,500;
$60
AGANAf— GUAM
► KUAM-TV (8) NBC, CBS; Young; 5,000; $120
HILOf — HAWAII
► KHBC-TV (9) (Satellite of KGMB-TV Hono-
lulu)
HONOLULUf—
► KGMB-TV (9) CBS: Peters, Griffin, Woodward;
111,000 (includes Hilo and Wailuku satellites);
$3^0
► KONA (2) NBC: NBC Spot Sis.; 102,850 (in-
cludes Wailuku sate' lite); $350
► KULA-TV (4) ABC; Young; 94,380; $250
KHVH-TV (13) 12/6/56-April; Raymer
IWAILUKUt—
► KMAU-TV (3) (Satellite KGMB-TV Honolulu)
► KMVI-TV (12) (Satellite KONA Honolulu)
CAGUASf— PUERTO RICO
WSUR-TV (9) 4/25/56-Unknown
MAYAGUEZf—
^►WORA-TV (5) CBS, ABC; Young; 30,000:
N; $150
PONCEf—
WKBM-TV (11) 5/3/36-Unknown
SAN JUANf—
'►WAPA-TV (4> ABC, NBC; Caribbean Net-
f works; 160,000; $250
► WKAQ-TV (2) CBS; Inter-American; 140,000;
$375
WIPR-TV (*6) 2/2/55-Unknown
BARRIE, ONT.— CANADA
► CKVR-TV (3) Mulvihill, Canadian Ltd.; 36.870
BRANDON, MAN.f—
(►CKX-TV (5) CBC; All-Canada, Weed; 13,997;
$170
CALGARY, ALTA.t—
► CHCT-TV (2) CBC; All-Canada, Weed; 53,285;
$280
CHARLOTTETOWN, P.E.l.t—
► CFCY-TV (13) CBS; All-Canada. Weed; 20,000;
$190
EDMONTON, ALTA.f—
► CFRN-TV (31 CBC; Canadian Reps.. Oaks, Tv
Reps. Ltd.; 67,000; $325
HALIFAX, N. S.t—
► CBHT (3) CBC. CBS; CBC; 40,000; $300
HAMILTON, ONT —
► CHCH-TV (11) CBC; All-Canada, Canadian
Reps.; 542,116; $550
KINGSTON, ONT.—
► CKWS-TV (11) CBC; AU-Canada; 52.000; $280
KITCHENER, ONT.—
► CKCO-TV (13) CBC; Hardy. Hunt, Weed;
311,413; $400
LETHBRIDGE, ALTAf—
► CJLH-TV (7) CBC; All-Canada, Weed; 20,000;
$160
LONDON, ONT.—
► CFPL-TV (10) CBC. ABC. CBS, NBC; All-
Canada, Weed; 109,920; $450
MONCTON, N. B.—
► CKCW-TV (2) CRC. ABC. CBS. NBC; Canadian
Reps.; 75,000; $250
MONTREAL, QUE.—
► CBFT (2) CBC (French); CBC; 494,000; $1,000
► CBMT (6) CBC; CBC; 484,000; $750
NORTH BAY, ONT. —
► CKGN-TV (10) CBC; Canadian Reps.; 13,500;
$160
OTTAWA, ONT.—
► CBOFT (9) CBC (French); CBC: 82,000; $300
► CBOT (4) CBC; CBC; 98,000; $400
PETERBOROUGH, ONT.—
► CHEX-TV (12) CBC; All-Canada, Weed; 36,000;
$260
PORT ARTHUR, ONT. —
► CFPA-TV (2) CBC; All-Canada, Weed; 22.400;
$170
QUEBEC CITY, QUE —
► CFCM-TV (4) CBC; Hardy, Hunt. Weed: 30.000.
$350
► CKMI-TV (5) Weed, Hardy, Hunt; $250
REGINA, SASK.t—
*- CKCK-TV (2) CBC; All-Canada, Weed; 45,000;
RIMOUSKI, QUE.f—
► CJBR-TV (3) CBC (French); Stovin, Canardian
Reps.; 30,000; $240
ST. JOHN, N. B.f—
► CHSJ-TV (4) CBC, ABC. CBS. NBC; All-
Canada, Weed; 86,400 (including U. S.); $300
ST. JOHN'S, NFLD.f—
► C JON-TV (6) CBC, CBS, NBC. ABC; Weed;
21,000; $250
SASKATOON, SASK.f—
► CFQC-TV (8) CBC, ABC, CBS. NBC: Canadian
Reps., Tv Reps. Ltd., Oakes; 30,000; $230
SAULT STE. MARIE, ONT.—
► CJIC-TV (2) CBC, ABC, CBS, NBC; All-Can-
ada, Weed; 17,000; $260
SHERBROOKE, QUE.t—
► CHLT-TV (7) CBC; Canadian Reps., Hardy;
500,000; $400
SUDBURY, ONT.—
► CKSO-TV (5) CBC. ABC, CBS, NBC; All-Can-
ada, Weed; 19,590; $220
SYDNEY, N. S.t—
► CJCB-TV (4) CBC; All-Canada, Weed; 46.690;
$240
TIMMINS, ONT.—
► CFCL-TV (6) CBC; Renaud, McGillvra; 18,200;
$160
TORONTO, ONT.—
► CBLT (6) CBC; CBC; 480,000; $1,000
VANCOUVER, B. C.f—
► CBUT (2) CBC; CBC; 159,000; $580
VICTORIA, B. C. —
► CHEK-TV (6) CBC; Tv-Reps. Ltd., Forjoe;
30,600; $210
WINDSOR, ONT. (DETROIT, MICH.)—
► CKLW-TV (9) CBC; Young; 1,568,000 (including
U. S.); $1,100
WINGHAM, ONT.—
► CKNX-TV (8) CBC; All-Canada, Young; 25,-
00U; $235
WINNIPEG, MAN.f—
► CBWT (4) CBC; CBC; 75,000; $400
MEXICO
JUAREZt (EL PASO, TEX.)—
► XEJ-TV (5) National Times Sales; 91,040; $240
TIJUANA (SAN DIEGO)—
► XETV (6) ABC; Weed; 409,420; $700
The following stations have suspended regular
operation but have not turned in CP's: KBID-
TV Fresno, Calif.; WPFA-TV Pensacola, Fla.;
WRAY-TV Princeton, Ind.; KGTV (TV) Des
Moines, Iowa; WKLO-TV Louisville, Ky.; WWOR-
TV Worcester, Mass.; WTVE (TV) Elmira, N. Y.;
WFTV (TV) Duluth; WCOC-TV Meridian, Miss.:
WHTO-TV Atlantic City, N. J.; WKTV (TV) As-
bury Park, N. J.; WICA-TV Ashtabula, Ohio;
WGVL (TV) Greenville, S. C; WQA1C (TV) Char-
lotte, N. C; WIFE (TV) Dayton, Ohio; KTVQ
(TV) Oklahoma City, Okla.; KCEB (TV) Tulsa,
Okla.; WFMZ-TV Allentown, Pa.; WLBR-TV
Lebanon, Pa.; WKST-TV New Castle, Pa.; WKJF-
TV Pittsburgh, Pa.; WEEU-TV Reading, Pa.;
WNET (TV) Providence, R.I.; KNUZ-TV Hous-
ton, Tex; WBTM-TV Danville, Va.; WACH-TV
Newport News, Va.; WKNA-TV Charleston, W.
Va.; WHUM-TV Reading, Pa.; WCAN-TV Mil-
waukee; WTAO-TV Cambridge, Mass.; WBLN
(TV) Bloomington, 111.; WTVU (TV) Scranton,
Pa.; WTOM-TV Lansing, Mich.; KMBT (TV)
Beaumont, Tex.; WKNY (TV) Poughkeepsie,
N. Y.; WATL-TV At'arta, Ga.; WCMB-TV Har-
risburg. Pa.; WGBS-TV Miami.
Going places :
f
Meet "Aggie," the fastest, freshest new half-hour film series of the season. Pretty
Joan Shawlee plays Aggie, the fashion buyer, whose free-wheeling, breezy excursions
in and out of worldwide markets catapult her into merry and mysterious foreign
entanglements ! Here's comedy-adventure for all audiences, all ages . * .
with matchless merchandising and promotion advantages built right into the script.
"Aggie's" going places. . . and so is any advertiser who travels with her!
See "Aggie". For details, prices, and audition print, phone, write, wire, or walk right over to
RKO TELEVISION
a division of
RKO TELERADI0 PICTURES, INC.
1440 Broadway
New York 18
LO 4-8000
Formula For Sales:
NCS
*2X
PULSE
_ ACTUAL
" AUDIENCE
This is the 29-county area in which
NIELSEN gives KCMC-TV 25%
or MORE weekly coverage.
AREA TELEPULSE (February, 1957)
of this same area shows KCMC-TV
clearly dominates this area with an
audience MORE THAN 2 1/2 TIMES
that of the second station -Providing
DOMINATE SERVICE
TO
117,100 TV HOMES
TELEPULSE - TOTAL WEEKLY
SHARE OF AUDIENCE
KCMC-TV.. 49%
STATION "B" 1970
STATION "C"
ALL OTHE
• • e e
19To
/;/ this area there are:
575,000 PEOPLE
166,000 HOUSEHOLDS
$600,000,000 Consumer
Spendable Income
$450,000,000 RETAIL SALES
200,000 FARM POPULATION
Interconnected
CBS-ABC
Texarkana,Tex.-Ark.
-TV
Maximum Power
100,000 WATTS
Channel 6
Represented by Venard, Rintoul and McConnell, Inc.
WALTER M. WINDSOR, General Manager RICHARD M. PETERS, Commercial Manager
Page 50 • May 6, 1957
Broadcasting • Telecastin
DVERTISERS & AGENCIES
JlWT Sees No Free Grab
n Merchandising Plan
VN AGENCY with top radio-tv billings ex-
)ressed suprise last week that a tv station had
nferred the former was attempting to obtain
'free" station merchandising and promotion
)n behalf of a client that does not buy tv
lime.
! A spokesman for J. Walter Thompson,
kew York, noted the agency had received
lio complaints from stations and, to the con-
trary, at least six stations have reported
|heir cooperation.
! The client involved is Oneida Ltd. Sil-
/ersmiths, which through JWT, has urged
Nations in the CBS-TV lineup for The Big
"ayoff and Art Linkletter's House Party,
50th daytime audience participation shows,
:o contact local retailers "for the purpose
i)f encouraging them to tie-in" for a 13-
Week period that started April 8.
Stations were told that perhaps they could
Dffer retailers "merchandising props for their
windows, such as dummy mikes, call letter
banners or cards, and photos of the pro-
gram's m. c. Perhaps you can even go into
larger display materials, such as camera
set-up with a monitor either in the window
or store so that people could see them-
selves on tv."
Oneida is one of the companies furnish-
ing prizes (of Oneida silver products) on
the programs.
Some stations have balked at the mer-
chandising-promotion suggestion, one out-
let complaining, "Doesn't it seem enough
that they [Oneida] are getting this free ad-
vertising without expecting stations to mer-
chandise it? Bad enough for stations to be
expected to merchandise a sponsor's prod-
ucts— let alone a prize donor's."
Said the JWT spokesman: "That's the
wrong slant. We contacted the stations
asking that they look into store merchan-
dising on the local level and encouraging
them to sell some time to retailers. We
wanted to tip off the stations on what could
be done, and, at the same time, Oneida
wrote to its jewelry retail local outlets sug-
gesting they get in touch with stations.
While Oneida doesn't buy time in tele-
vision, local jewelers, department stores,
etc., do."
JWT, he said, has received a handful of
letters from tv stations — "all of them en-
thusiastic" and reporting on results of their
merchandising and promotion. The agency
said the letters came from KBMB-TV Bis-
marck, N. D.; WTOP-TV Washington;
KTBC-TV Austin; WBTV (TV) Charlotte,
N. C; WTWO (TV) Bangor, Me., and
WREX-TV Rockford, 111. The stations in-
dicated they would do something along the
lines suggested by JWT, though in varying
degrees.
Among the replies: KBMB-TV assured
the agency it would contact local jewelers;
WTOP-TV said it had gone to a distributor;
KTBC-TV reported a tie-in with a local
account; WBTV pledged the "full weight"
of its promotion department; WTWO said it
was sending out a mailing piece to shops in
LATEST RATINGS
April 1-7, 1957
# of
% Tv
Name of Program
Cities
Homes
1.
/ Love Lucy
156
33.0
2.
The $64,000 Question
172
31.6
3.
Dragnet
168
31.0
4.
Perry Como
141
30.9
5.
Ed Sullivan Show
164
30.8
6.
Jackie Gleason
169
30.6
7.
Chevy Show —
Bob Hope
133
30.2
8.
Playhouse 90
125
29.0
9.
Red Skelton
119
28.7
Climax
169
28.7
10.
Steve Allen
145
28.4
#Tv
#of
Homes
Name of Program
Cities
(000's)
1.
/ Love Lucy
156
10,762
2.
The $64,000 Question 111
10,583
3.
Dragnet
168
10,157
4.
Jackie Gleason
169
10,146
5.
Ed Sullivan Show
164
10,110
6.
Perry Como
141
9,691
7.
Climax
169
9,367
8.
Chevy Show —
Bob Hope
133
9,297
9.
Lawrence Welk
187
9.043
10.
Gunsmoke
156
9,027
Copyright, Videodex, Inc.
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B*T tv ratings roundup. In-
formation is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Academy Awards (NBC-160): Oldsmobile
(D. P. Brother), Wed. (Mar. 27) 10:30
p.m. -12:15 a.m.
Steve Allen (NBC-130) : Greyhound
(Grey I, Jergens (Orr), Vitamin Corp. cf
America (Doyle Dane Bernbach), Sun.
8-9 p.m.
Chevy Show— Bob Hope (NBC-144) : Chev-
rolet (C-E), Sun. 9-10 p.m.
Cinderella (CBS-*) Pepsi Cola (K&E),
Shulton Inc. (Wesley Assoc.), Sun (Mar.
31), 8-9:30 p.m. (*CBS does not have
number of stations carrying a one time
show.)
First Report for April 1957
Two Weeks Ending April 6
TOTAL AUDIENCE (HOMES-000) (|)
Rank
Rating
1.
Cinderella
23,305
2.
Academy Awards
18,353
3.
I Love Lucy
16,938
4.
$64,000 Question
16,545
5.
G. E. Theatre
16,192
6.
Ed Sullivan Show
16,152
7.
Disneyland
15,681
8.
Perry Como Show
15,209
9.
Alfred Hitchcock Presents
14,502
10.
December Bride
14,266
AVERAGE AUDIENCE (t) HOMES
Rank
Rating
1.
Cinderella
18,864
2.
I Love Lucy
15,956
3.
G. E. Theatre
15,170
4.
$64,000 Question
15,131
5.
Academy Awards
14,187
6.
Alfred Hitchock Presents
13,598
7.
December Bride
13,441
8.
Gunsmoke
12,890
9.
Ford Show
12,655
10.
Disneyland
12,615
Climax (CBS-153): Chrysler (M-E), Thurs.
8:30-9:30 p.m.
Perry Como (NBC-137): Gold Seal (Camp-
bell-Mithun), Sunbeam (Perrin-Paus),
RCA-Whirlpool (K&E), Sat. 8-9 p.m.
December Bride (CBS-185): General Foods
(B&B), Mon. 9:30-10 p.m.
Disneyland (ABC-170) : American Motors
(Geyer-BSF&D), American Dairy
(Campbell-Mithun), Derby Foods (M-E),
Wed. 7:30-8:30 p.m.
Dragnet (NBC-157): Schick (Warwick &
Legler), Liggett & Myers (M-E), Thurs.
8:30-9 p.m.
Ford Show (NBC-172) : Ford Motor Co.
(JWT), Thurs. 9:30-10 p.m.
G. E. Theatre (CBS-152): General Electric
(BBDO), Sun. 9-9:30 p.m.
Jackie Gleason (CBS-174): P. Lorillard
(L&N), Bulova (M-E), Sat. 8-9 p.m.
TOTAL AUDIENCE (%)*
1.
Cinderella
60.6
2.
Academy Awards
48.2
3!
I Love Lucy
44.3
4.
$64,000 Question
43.0
5.
G. E. Theatre
42.7
6.
Ed Sullivan Show
42.5
7.
Disneyland
41.1
8.
Perry Como Show
40.3
9.
Alfred Hitchcock Presents
39.5
10.
December Bride
37.5
AVERAGE AUDIENCE (%)*
1.
Cinderella
49.1
2,
I Love Lucy
41.8
3.
G. E. Theatre
40.0
4
$64,000 Question
39.4
5.
Academy Awards
37.3
6.
Alfred Hitchcock Presents
37.0
7.
December Bride
35.3
8.
Gunsmoke
34.2
9.
Perry Como Show
33.2
10.
Ford Show
33.0
(t)
Homes reached by all or any part
of the
program, except for homes viewing
only 1
to 5 minutes.
It)
Homes reached during the average minute of
the program.
Percented ratings are based on TV homes
within reach of station facilities used by
each program.
Copyright 1957 by A. C. Nielsen Company
Gunsmoke (CBS-162) : Liggett & Myers
(D-F-S), Remington Rand (Y&R), (alter-
nates), Sat. 10-10:30 p.m.
Alfred Hitchcock Presents (CBS-138): Bris-
tol-Myers, (Y&R), Sun. 9:30-10 p.m.
I Love Lucy (CBS-162): General Foods
Corp. (Y&R), Procter & Gamble (Grey),
(alternates), Mon. 9-9:30 p.m.
Playhouse 90 (CBS-131): Marlboro (Bur-
nett), American Gas Assn. (L&N), Bris-
tol Myers (BBDO), Thurs. 9:30-11 p.m.
$64,000 Question (CBS-178): Revlon
(BBDO), Tues. 10-10:30 p.m.
Red Skelton (CBS-107) : Pet Milk (Gard-
ner), S. C. Johnson & Son (F, C & B),
Tues. 9:30-10 p.m.
Ed Sullivan (CBS-174): Lincoln-Mercury
(K&E), Sun. 8-9 p.m.
Lawrence Welk (ABC-200) : Dodge Division
of Chrysler Corp. (Grant), Sat. 9-10 p.m.
Broadcasting • Telecasting
May 6. 1957
Page 51
STAG
at SHARKEYS
...1957
Father-and-sonmanship, in our town, is some-
thing wonderful to see.
Even the electric train never drew the men
of the house so close as their shared pleasure
in Channel 10.
If you've had the good fortune to grow up
in Central Ohio, you know exactly what makes
a satisfying world for Central Ohio males.
Team-play sports far out-draw gladiatorial
combats. The local and regional events, in
newscasts, get top attention. Along with CBS
complete coverage of all major sports and net-
work entertainment, the boys want t© know the
fishing conditions in the Olentangy, Scioto and
Big Walnut.
This kind of programming has built one of
America's top television stations in Columbus,
Ohio — and can pull the tail feathers of 8,597
pheasants with a single broadcast. It has been
equally adroit in creating top-rated women's
and children's programs.
Time buyers welcome such clear-cut situ-
ations. For this market of IV2 million people,
Madison and Michigan Avenue professionals
say it in one sentence: "// you want to be seen
in Central Ohio — JVBNS-TV."
WBNS ® TV
CBS TELEVISION IN COLUMBUS, OHIO
Recipient of 21 major TV awards including Billboard, duPont,
Thomas A. Edison, Freedoms Foundation and Headliners Club.
ADVERTISERS & AGENCIES
its area, and WREX-TV noted its salesmen
would use the information for leads.
Attention was directed by the agency to
portions of its letter which the spokesman
emphasized spelled out JWT's stand on the
Oneida offer.
This paragraph stated:
"Of course, we believe you should also
talk with the retailer about buying air time,
too. Biggest news he has for the same time
the network show [The Big Payoff] is on the
air is the introduction of the new Heirloom
sterling silver pattern, 'Flower Lane,' He
should make this part of his advertising."
This letter to stations was dated April 1.
Four days later, the agency followed it up
with another that listed the schedule of the
Oneida products to be shown on Payoff and
the dates they were slated to appear. A
number of sterling silver patterns and vary-
ing pieces in sets were listed. The follow-
up letter suggested that the station "advise
your retailers of this schedule and work
out your individual plans accordingly."
Noted the agency: "After all we didn't
request this service; we only suggested it.
And stations don't have to do anything if
they don't want to."
Borton Says Advertising
Must Correct Bad Practices
THE advertising industry is threatened con-
stantly by restrictive regulations from gov-
ernment, legislatures and bureaus and by
judicial interpretations, and must take cor-
rective action if advertising is to serve bus-
iness and the public effectively.
This view was expressed last week by
Elon G. Borton, president of the Advertising
Federation of America, in a talk at the U.
of Missouri during Journalism Week there.
Mr. Borton cited three "necessary actions"
to be taken by advertising to cope with
present circumstances:
• Eliminate the bad advertising practices
which "are comparatively few in number
but tar all of us and give excuses or claimed
reasons for many of these regulations."
• Watch for proposed laws or bureau
orders "constantly and everywhere — many
of them are not publicized."
• Be ready to inform legislators, bureau
officers, and judges about the place of ad-
vertising in the U. S. economy and about the
"bad effects" of any proposed regulations.
"There is a steadily increasing amount of
governmental regulation and restriction of
advertising — national, state and local," Mr.
Borton asserted. "It is estimated that at least
100 proposed laws are introduced in Con-
gress and the state legislatures to control or
tax advertising. In addition, there are many
proposed city ordinances and rulings by
state and national bureaus. Most of them
fail of passage, but each year a few are
passed and advertising is controlled at bit
more."
Mr. Borton pointed out that the advertis-
ing industry realizes "there must be some
regulation of excesses in advertising per-
formed by a few bad boys." He added that
the industry has supported many state and
national laws to safeguard the public, but
contended that no additional laws should be
passed without the advice of the industry.
J. M. Mathes, 68, Dies;
Veteran Agency Head
VETERAN agency executive and radio ad-
vertising pioneer James M. Mathes, 68,
board chairman of J. M. Mathes Inc., New
York, died April 28 of a heart ailment at
f
j
his home in Green-
wich, Conn. Funer-
al services were
held Tuesday after-
noon in Greenwich.
Mr. Mathes
founded his agency
in 1933 after a
notable career at
N. W. Ayer & Son,
Philadelphia, for
which he was in-
strumental in form-
MR. MATHES in§ a radio dePart"
ment in the early
1920s. A year ago, Mr. Mathes was elected
board chairman at his agency, and W. T.
Okie, a vice president and director, was
elected to succeed him as president. The
Mathes agency currently bills approximately
$17.5 million, of which broadcast revenue is
about $3 million. Among its most active
broadcast clients: Union Carbide & Carbon
Co. (Omnibus); Ludens (Capt. Kangaroo);
Fire Undewriters Assn., radio and tv spot
user; Economics Labs (Soilax and other
household cleaning agents) and Canada Dry.
With Ayer, Mr. Mathes was a pioneer of
The Next 1 0 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
May 7, 14 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote, Cone & Belding and Pet Milk
Co. through Gardner.
May 8 (8-9 p.m.) U. S. Steel Hour,
U. S. Steel Corp. through BBDO.
May 9 (8-9:30 p.m.) Shower of Stars,
Chrysler Corp. through McCann-
Erickson.
May 15 (8-9 p.m.) Arthur Godfrey
Show, participating sponsors.
NBC-TV
May 6-10, 13-15 (1:30-2:30 p.m.)
Club 60, participating sponsors.
May 6-10, 13-15 (3-4 p.m.) Matinee
Theatre, participating sponsors.
May 6, 13 (8-8:30 p.m.) Adventures
of Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan, Stauffer, Colwell &
Bayles.
May 6, 13 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson &
Son through Needham, Louis & Brorby
and Mennen Co. through Grey Adv.
programming and sponsorship in radio's
early days. From 1923-29, he was associatec
with Eveready Hour, a radio show of the
National Carbon Co., and helped arrange
the radio programs of E. R. Squibb & Son<
and Shur-on Optical Co., also in the
twenties.
According to an article by Mr. Mathes ir
the Aug. 1, 1940, issue of B«T, the Eveready
Hour established an "impressive list of
'firsts'," by presenting under sponsorship
"the first drama, the first stage show, the
first sound effects, the first original script
show, the first man-in-the-street program,
the first classical music program under com-
mercial auspices, the first nationally knowD
guest stars who were paid for their per-
formances, the first radio adaptation of a
book, the first rounded variety program —
and others that now escape me."
Mr. Mathes was made a partner at N. W
Ayer in 1919, and when Ayer was incorpo-
rated, he became a senior vice president and
second largest stockholder. In 1924, he and
P. D. Saylor bought and refinanced Canada
Dry Ginger Ale Inc., and at his death he
was a director and member of the executive
committee. He had interests in Durez Plas-
tics & Chemicals Inc. and was a director ol
Chelmsford Ginger Ale Inc., Canada Dry
International, Emery Air Freight Corp..
C. B. Seeley Sons Co. and Otarion Inc.
Surviving are his wife, Mrs. Ruth Dear-
born Mathes, and three daughters and 14
grandchildren.
May 7 (9:30-10:30 p.m.) Kaiser Alu-
minum Hour, Kaiser Aluminum
through Young & Rubicam.
May 8, 15 (8-8:30 p.m.) Masquerade
Party, participating sponsors.
May 8, 15 (9-10 p.m.) Kraft Televi-
sion Theatre, Kraft Foods Co. through
J. Walter Thompson Co.
May 9 (9-10 p.m.) Washington Square,
Helene Curtis through Earle Ludgin
and Royal-McBee Corp. through
Young & Rubicam.
May 9 (10-11 p.m.) Lux Video Thea-
tre, Lever Bros, through J. Walter
Thompson Co.
May 10, 15 (7:30-7:45 p.m.) Xavier
Cugat Show, sustaining.
May 10 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
May 11 (8-9 p.m.) Perry Como Show,
participating sponsors.
May 11 (9-10:30 p.m.) Mr. Broadway
— The Legend of George M. Cohan,
Swift through McCann-Erickson.
May 12 (9-10 p.m.) Goodyear Play-
house, Goodyear Tire and Rubber
through Young & Rubicam.
May 14 (8-8:30 p.m.) Arthur Murray
Party, Speidel through Norman, Craig,
& Kummel and Purex through Weiss
& Geller.
Page 54 • May 6, 1957
Broadcasting • Telecasting
No matter how you slice it!
WROC-TV and
only WROC-TV can
guarantee maximum
circulation throughout
the ROCHESTER area
Take FIVE delivered homes, rather than FOUR, when you buy the Rochester, New York
market. Get the most mileage for your advertising dollars in this rich, prime area where
nearly a million people spend more than a billion dollars annually, in one of the nation's
first 45 markets.
MARKET COVERAGE
HOMES REACHED MONTHLY
26.2%
MORE than the other Rochester Channel
HOMES REACHED ONCE A WEEK
24.1%
MORE than the other Rochester Channel
DAYTIME CIRCULATION
HOMES REACHED ONCE A WEEK
24.0%
MORE than the other Rochester Channel
HOMES REACHED DAILY AVERAGE
27.4%
MORE than the other Rochester Channel
NIGHTTIME CIRCULATION
HOMES REACHED ONCE A WEEK
22.3%
MORE than the other Rochester Channel
HOMES REACHED DAILY AVERAGE
18.6%
MORE than the other Rochester Channel
Represented Nationally by Peters, Griffin, Woodward Television Sales
Rochester's MOST POWERFUL Station
WROC-TV
SOURCES:
Sales Management Survey 1956
Nielsen No. 2 Spring 1956
CHANNEL
A TRANSCONTINENT TELEVISION CORPORATION STATION
Rochester Broadcasting Center • Rochester 3, N. Y. • BUtler 8-8400
casting • Telecasting
May 6, 1957 • Page
ADVERTISERS & AGENCIES
Jones Cites Tv Growth
In Institutional Ads
THE growing use of television for institu-
tional advertising by companies in major in-
dustrial fields was pointed up by Merle S.
Jones, president of CBS-TV, in a speech be-
fore the Pittsburgh chapter of the National
Industrial Advertisers Assn. Thursday night.
During the past five years, he said, "22
major companies representing the chemical,
utility, steel, aluminum, and building mate-
rials industries invested $44.5 million in
television to acquaint the public with the
merits of the particular materials they pro-
duced. . . . This investment represented only
the institutional phase of their advertising
effort, and in network television alone. It
excluded the advertising appropriations made
through tie-in arrangements with the manu-
facturers and retailers of their basic prod-
ucts."
Of this five-year volume, Mr. Jones noted,
Reynolds Metals Co. spent more than $7
million in tv; U. S. Steel Corp. $6 mil-
lion; Aluminum Co. of America $6.25
million; Dow Chemical Co. $5.5 million, and
DuPont more than $3.5 miflion. By compari-
son, he pointed out, Johns-Manville Corp.
was the only major company active in tv in
1952 and spent $283,000 that year, whereas
in 1956 its tv spending reached almost $750,-
000.
The postwar "revolution in the labora-
tory," Mr. Jones pointed out. produced new
materials and new byproducts of old mate-
rials which substantially changed the adver-
tising of the members of major industries.
Where a company's advertising targets used
to be found "within the framework of the
specific industry to which the company be-
longed," its targets today must necessarily
include the ultimate consumer of the prod-
ucts made from basic materials supplied by
that company.
To reach this ultimate consumer and ac
tually demonstrate these products in use. he
continued, television is "uniquely equipped."
And television also was "inevitable," he as-
serted. With the changes in the nature of
competition and the accompanying changes
in advertising objectives, "the time clearly
required a nationwide medium of mass com-
munication that could convey information
with greater impact and versatility than any
previous medium had been able to do in the
past."
Where advantages for a particular prod-
uct can only be "claimed" in print media. He
pointed out, they can be "demonstrated in
action on television.
Aside from the importance of tv as an in-
stitutional advertising medium, Mr. Jones
cited the overall business investment in tele-
vision— $1.25 billion last year, or 12.5% of
the total spent on all advertising — as "a clear
measure of the medium's critical importance
to the national economy."
He singled out daytime tv as an area offer-
ing "a unique opportunity to reach the
American housewife, in whose hands the
purchasing power of the family essentially
lies." he said: "although her husband may
well be the building contractor, it is she, just
as often as not, who decides what roofing ma-
terials should be used, what type of window
screening, and what kind of water heater is
most desirable."
49 Speakers on AFA Agenda
At Convention June 9-13
MORE than 49 speakers, covering all major
advertising interests from government to
new trends in merchandising, media and
copy, will be presented at the 53rd annual
convention of the Advertising Federation
of America, June 9-13, Fontainebleau Ho-
tel, Miami Beach. AFA predicts that 1,000
delegates representing 120 advertising clubs.
18 affiliated national associations and 1,000
company members (advertisers, agencies,
media) will attend.
Principal speakers Sunday, June 9. will
include William G. Power, advertising man-
ager, Chevrolet Division, General Motors
Corp.; Walter Williams, Under Secretary of
Commerce, and Robert M. Ganger, chair-
man, D'Arcy Adv., New York.
On Monday speakers include Ward Ste-
venson, president of General Public Rela-
tions Inc. division of Benton & Bowles, New
York, and William D. Tyler, vice president.
Leo Burnett Co., Chicago. Mutual respon-
sibilities of advertisers and media will be
discussed Tuesday by John P. Cunningham,
president of Cunningham & Walsh, New
York.
Tuesday's program also includes a panel
on motivational research, including Dr. Er-
nest Dichter, president. Institute of Motiva-
tional Research; Prof. Robert J. Williams,
psychology department of Columbia U., and
Dr. Herta Herzog, vice president and direc-
tor of research, McCann-Erickson.
The Wednesday program will feature
AFA "trading post" sessions and advertis-
ing club awards along with the annual AFA
business meeting and election of officers.
The Thursday program will be devoted to
retail advertising and direct mail.
ARTHUR HULL HAYES (r), CBS Ra-
dio president, presents James T. Left-
wich, president of F. W. Woolworth
Co., New York, with a gold record
of the 100th broadcast of The Wool-
worth Hour [B»T. April 29; also see
Editorial page 130].
Burke Dowling Adams
Seen as S-P Agency
BURKE DOWLING ADAMS Inc.. Atlanta.!
New York and Montclair, N. J., a heavy in-
dustrial agency the broadcast activities oi
which have been limited to radio spot cam-;
paigns on behalf of only a few clients (i.e.
Varig. Scandinavian. Delta Airlines, and
Columbia Baking Co.), appeared most likely
last week to be named to service the Stude-(
baker-Packard account resigned two weeks
ago by Benton & Bowles [B»T, April 22] j
Though officials of both agency and pros-
pective client would not confirm or denyi
such an appointment — the agency insisting
it was "up to the client to make any an J
nouncement" and the client in turn stating
that "nothing's been set yet" — the selection]
of Burke Dowling Adams apparently wa
a fait accompli.
(The mystery of who got what and when
is compounded by the fact that while Stude
baker-Packard may be the billing "client.'
the company making the decisions thes
days is Curtiss-Wright Corp., Wood-Ridge
N. J., the so-called "silent partner" of S-P
Last year, the South Bend automaker wa
saved from a financial crackup when the
aircraft parts manufacturer gave S-P $3?
million in working capital, took an option
to buy five million S-P shares at $5 each
[still unexercised] and got in exchanga
"management responsibilities," presumably
including responsibility for advertising. Ifl
was learned that one of the "misunderstandJ
ings" between the agency and S-P was than
Benton & Bowles had to please two clients
at the same time. S-P and C-W, althougtJ
it placed advertising for one only.)
Although Benton & Bowles won't go on
record until July 5 as having resigned S-Pj
it's a virtual certainty that all S-P advertisJ
ing strategy is being conducted througa
Burke Dowling Adams. In fact, the prinfl
announcement of the tri-corporate pact beJ
tween C-W, S-P and the Daimler-Benz A.GJ
of Stuttgart, Germany, was placed by BDAJ
The one-time $8-million-plus account, now
down to less than $5 million (with the $2.5]
million radio-tv budget just about a thing on
the past), will put BDA into the "top" 50)
agencies with annual billings of over $12)
million. This figure would not include thej
billing for the newly-formed Curtiss-Wright
& Daimler-Benz Inc. firm assigned U. S|
distribution, promotion and eventual manu-,
facturing rights for the Mercedes-Benz cai
and allied parts. This budget has not yet
been determined.
Burke Dowling Adams has been servicing
Curtiss-Wright Corp. since 1939 when the
latter was known as the Wright Aeronautical
Co. This was the agency's first account, and
the principals of BDA were at one time
employed with the manufacturing company.
(The agency lost the account in the 1940s,
regained it in 1952.) Indicating expansion
is in the works was the announcement last
week that BDA will open its third and
newest office today (Monday) at 3 E. 54tb
St., New York 22, telephone Plaza 1-5630.
Appointed office head is James H. Cobb,
former American Airlines and Delta Air-
lines advertising manager.
Page 56 • May 6, 1957
Broadcasting • Telecasting
•A
Same calle
on account
of a.a.p.
cartoons
lot of young ball games in Salt Lake City. The
kids hurry home at four every weekday after-
noon to watch the "Popeye and Bugs Bunny
Cartoon Hour" on KUTV-giving the station an
ARB average rating of 22.5 against an even
3.0 for each of the two competing stations.
And only months ago, before programming
these all-time favorites of the smaH fry, KUTV
had a rating of 3.8 in the 4-5 PM time period
against 5.9 and 21.8 for the competition' •
The Popeye and Warner Bros, cartoons
distributed by A. A. P. are setting the same *
kind of record in market after market from
coast to coast. When you want this kind of
audience in your area, write or phone
345 Madison Ave., New York City, Murray Hill 6-2323
75 E. Wacker Dr., DEarborn 2-4040 ■ CHICAGO
1511 Bryan St., Riverside 7-8553 H DALLAS
9110 Sunset Blvd., CRestview 6-5886 H LOS ANGELES
That wonderful sound of WBC's local programs is no public service programs that capture national award,
accident. It takes a wide-awake, aggressive organization On top of this, there's the expert programming assis:
to corral the best disc jockeys in every market . . . fire up ance each station gets from WBC group advisers
the mobile units, beep phones and tape recorders that programming that makes WBC stations the mot
make on-the-scene news come alive . . . produce local listened-to in their areas.
If you want to know how little it costs to put the
■ound difference on WBC Radio to work for you— if
rou want proof that no selling campaign is complete
vithout the WBC stations—eatt A. W. "Bink" Dannen-
Jaum, WBC V.P.— Sales, at MUrray Hill 7-0808, N. Y.
WESTINGHGUSE
BROADCASTING
COMPANY, INC.
RADIO
BOSTON, WBZ WBZA
PITTSBURGH. KDKA
CLEVELAND, KYW
FORT WAYNE, WOWO
CHICAGO. WIND
PORTLAND. KEX
TELEVISION
BOSTON. WBZ-T\'
prrrsBURGH. kdka-tv
CLEVELAND. KYW-TV
SAN FRANCISCO. KPIX
WIND represented by A M Radio Sales
KPIX represented by The Katz Agency. Ii
All other WBC stations represented by
Peters. Griffin. Woodward. Inc.
ADVERTISERS & AGENCIES
America s most
copied radio station!
I!
KLZ Radia
Many other fine stations
throughout the nation
have copied
(with our blessings)
KLZ's commercially
successful _
ART GOW SHOW
PAT GAY SHOW
DENVER AT NIGHT
STARR YELLAND'S PARTY LINE
KLZ-Radio is proud of the opportunity to make this
contribution . . . making Radio even a better buy
than ever!
KLZ is Ht&te than
a radio station
KLZ is a selling force!
CBS
IN DENVER
KIT
KATZ
REPRESENTED
ANA West Coast Meet Plans
Workshops on Media and PR
WORKSHOP sessions on media and publi
relations-publicity occupy a major place c
the agenda of the 11th annual Assn. of Na
tional Advertisers' West Coast meeting, t
be held Wednesday-Friday at the Arrowhea I
Springs Hotel. San Bernardino, Calif.
The media session Thursday afternoo |
will open with a discussion on significar
changes in media and what they mean t|
advertisers. Then a panel of six advertisei jj
and two agency men will discuss the medi
philosophy of their organizations, to be il i
lustrated by case histories from all medi;
The session will conclude with an open dis ,
cussion. A four-member panel will talk o
how public relations and product publicit
helos make advertising more effective at thi ;
Friday morning session, which also will in
elude an open discussion.
The meeting's opening session Wednesday
afternoon will be addressed by Edwin W
Ebel, vice president for advertising, Genera
Foods Corp., on "Do We Advertise Good:
to Advertise Them or to Sell Them?" Wil-
liam A. Hart, president, Advertising Re |
search Foundation, on "Proposed — a $500.
000 Look at Magazine Readers," anc
Donald H. McCollum. vice president
Schwerin Assoc., on "Why Tv Commercial;
Sell — or Don't Sell."
ANA President Paul B. West will speak
on management techniques at the Thursday
morning session. A West Coast advertisei
will discuss "What Management Expects ot
Advertising Today." and Prof. Albert Fre\
of Dartmouth will report on the significance
of the ANA agency study to general as well
as advertising management. The Friday
agenda includes Arthur C. Nielsen Jr., execu-
tive vice president, A. C. Nielsen Co., whose
subject is "Common Errors and How to
Avoid Them in Building a Strong Franchise
Under Today's Marketing Conditions."
Copies Absorbs Martin Agency,
Plus Some Employes, Accounts
ABSORPTION of The Martin Co. agency,!
and several of its employes and accounts by
the Caples Co. was consummated last week,
with Mark T. Martin, head of the former,
agency joining Caples as vice president.
Negotiations also included personnel shifts
from the Martin agency's Dallas and Louis-
ville offices, with the fate of Martin's other
two offices (Nashville and St. Louis) not re-
vealed.
Moving to Caples are such radio-tv ac-
counts as Highland Church of Christ, Dad's
Root Beer Co. and Willard Tablet Co. The
only constantly active broadcast account
among over 70 clients at Caples is Union
Pacific Railroad, which uses network and
spot radio-tv. The agency also is reviving its
Play Marko bingo game, which it produced
for tv stations before the FCC declared the
program a lottery in 1956. The U. S. Court
of Appeals subsequently reversed the Com-
mission this year [B»T, April 1, March 18].
Caples Co. maintains headquarters in Chi-
cago and branches in New York, Omaha.
Los Angeles and Portland, Ore.
Page 60 • May 6, 1957
Broadcasting
Telecasting
IVlvACiJli
X XX a INI
ANY OTHER
STATIONS
KMOX delivers more homes daily than any combination of
any other two stations in the St. Louis market. Add one station
—any major station— to your basic KMOX schedule and reach
virtually as many homes as the total combined audience of
all stations, not including KMOX. KMOX alone will deliver
84.4% of all radio homes in St. Louis in only one week! This
is based on the Cumulative Pulse "Unduplicated" Audience
of Metropolitan St. Louis, November, 1 956. You may project
it as far as you wish ... the KMOX 50,000 watt, clear channel
signal is your abacus. Weight your formula with CBS Radio and
top local KMOX programming that wins more quarter-hour-
firsts Pulse after Pulse than all other stations combined and you
can only conclude . . . KMOX is your basic Choice in St. Louis!
THE VOICE OF ST. LOUIS
KMOX
CBS owned and operated
Represented by CBS Radio Spot Sales
MRS. TYLER
ISA
OMMERCIAL
MINUTE
MPRESSION
AND AN ADVERTISER BUYS
OVER 26 MILLION OF THEM
I A SINGLE WEEK WITH JUST
FIVE UNITS OF CBS RADIO'S
DAYTIME DRAMA!
Put it another way: an advertiser reaches
over 8 million different Mrs. Tylers (and
their families) each more than three times
a week with solid, one-minute impressions
each time. At just about the lowest cost-
per-thousand available in any medium.
Today -with so much money going into
once-a-week or once-a-month advertising-
it makes good sense to extend and insure
your budget with this kind of frequency
and reach. And it makes most sense to fit
your message into identifiable programs
with a beginning and an end- specific
dramas to tune to every day.
That's why you find companies that sell
low-cost, high-turnover products, compa-
nies like Colgate-Palmolive, General Foods
and Lever Brothers, all buying (and re-
buying) daytime drama on CBS Radio.
OR FREQUENCY YOU CAN AFFORD AND NEED. . .THE CDS RADIO NETWORK
NEWS COVERAGE
Helps MAKE
K-NUZ No.1
Radio Station in Houston
Big Mike No. 3
plus
Houston's Largest News Staff
(6 FULL-TIME NEWSMEN)
MAKE K-NUZ 1st in NEWS
No. 1 in Hooper, Pulse, Nielsen
and Cumulative Pulse
HOUSTON'S 24 HOUR MUSIC AND NEWS
National Reps.: FORJOE & CO. — Southern Reps.:
New York • Chicago • lot Angeles • CLARKE BROWN CO.—
San Francisco * Philadelphia * Seattle Dallas * New Orleans * Atlanta
IN HOUSTON, CALL DAVE MORRIS, JAckson 3-2581
ADVERTISERS & AGENCIES
Florida Citrus Group Sets
Tentative $4 Million for Ads
THE largest advertising budget in the
Florida Citrus Commission's history tenta-
tively was set up yesterday as the commis-
sion instructed its agency, Benton & Bowles,
to present a program for the 1957-58 season
calling for expenditure of $4 million, with
an additional $400,000 to be held in reserve
for later disposition.
The proposed program will be presented
for the commission's approval at its June
meeting.
Advertising expenditures for the current
season will be approximately $3,150,000, in-
cluding a special $250,000 push approved
yesterday for processed products, which are
in heavy supply. This supplemental program
will run between mid-May and June 30. end
of the fiscal year.
Citrus Commission advertising money is]
raised by a per-box tax on all fruit moving
in commercial channels. The legislature, now
in session, has approved an increase from
three cents to five cents per box in the
orange tax, making extra money available
for the next two seasons.
The tax now stands at five cents per box
on oranges, tangerines, temples and tangelos
and at six cents on grapefruit.
It is estimated the total commission in !
come from the taxes will be slightly over $'i
million, of which it is contemplated $4 mil
lion will go into consumer advertising
About a million dollars generally goes intc
merchandising work, with other funds beinj
divided among research, administration
transportation studies, public relations anc
other promotional items.
Since income depends on crop size anc
disposition, all budgets are of a tentative
nature and subject to frequent change.
Kabaker Adds Local Programs
At Compton Los Angeles Office
COMPTON Adv., Los Angeles, has ap
pointed Alvin Kabaker, vice president o
radio and television of that office, to hand!
local radio and television as well as nationa
programming for the Los Angeles office. Mi
Kabaker, simultaneously, announced nev
staff appointments and local program pur
chases.
Staff changes include assignment of super
vision of local television production to Jo
Agnello, in addition to other productioi
duties, and he, along with Mickie Kies wh
was transferred from another departmenl
will be reporting to Mr. Kabaker.
Robert Howell and Marjorie Bane wil
continue as production supervisors. Shirk;
Willson is business manager for the tv group
New local television purchases includ
the week-end home baseball games of th
Los Angeles Angels for Volkswagen Dealer
Assn. and M. K. Goetz Brewing on KHJ
TV; Bill Brundige sportscast five days week
ly for the latter sponsor on KHJ-TV; an<
Clete Roberts Reports, alternate Sundays oi
KNXT (TV) for Lincoln Savings & Loai =
Assn. George Putnam continues througl
Compton for Bond Clothes, five days weekl;
over KTTV (TV) Los Angeles.
Page 64 • May 6, 1957
Broadcasting • Telecastin
A city is vibrant. A city grows. But the heart of a city never changes. At WCAU, we're
proud of our Philadelphia tradition and this month, our 35th Anniversary, we are honoring
all the yesterdays that have served us so well. Some of us can still see the long parade of
personalities associated with WCAU. Al Jolson sang his first song on radio over WCAU,
Fred Allen made his first radio appearance with us. Paul Douglas, Ezra Stone, Boake Carter,
Henry Morgan, Wilbur Evans, all began bright careers at WCAU.
Yes, we have grown since we were issued our first broadcast license in 1922. And our
50,000 watts aren't the real measure of growth. It's the long list of public service awards —
the confidence of advertisers that helped make 1956 the greatest in our history. But, most
of all, it's the acceptance we enjoy in the 2 million homes in 47 counties to which each day
we bring news, information and entertainment.
w
c
□
IT
Philadelphia
RADIO
The Philadelphia Bulletin Radio Station.
Represented nationally by CBS Spot Sales.
By far Philadelphia's most popular station. Ask Pulse. Ask Philadelphians.
RO ADC A STING • TELECASTING
May 6, 1957 • Page 65
ADVERTISERS & AGENCIES
THE Good Humor Man presents the first
carton of the firm's new soft drink to David
J. Mahoney, president.
Good Humor to Use Radio-Tv
To Promote New Soft Drinks
WITH GOOD HUMOR Corp. prying the
cap off its plan to enter the bottled soft
drink market, radio and tv can be expected
to get the majority of an increased adver-
tising budget flow.
This was revealed last week when for the
first time in its 37-year history, Good Humor
began marketing a product other than ice
cream (includes sherbet, fruit sticks, etc.).
Another milestone for the firm is its depar-
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
ture from traditional distribution until now
restricted to white truck fleets.
Good Humor is offering its flavor con-
centrate base to local bottlers for final
bottling and delivery to retail stores. Several
Coca-Cola bottlers have expressed interest
in adding the new line, according to David
J. Mahoney, Good Humor's president.
While the new soft drink generally will
try to follow those markets where the firm
is entrenched the strongest with its ice cream
products, George Newman, vice president
in charge of advertising, said Good Humor
will "move into any area with any bottler
who meets our specifications."
The multi-million-dollar ice cream
"empire" already places 90% of its adver-
tising budget in radio and tv. It is expected
to earmark about 60% of the soft drink
budget for radio-tv, and the remaining 40%
for outdoor and newspaper support. Good
Humor's soft drink already is in Warren,
Ohio, using spot radio and tv. The company
plans to enter more markets, with the
heaviest concentration in tv, emphasizing
children's shows where possible.
The campaign will use one-minute spots
chiefly, but 20-seconds will be aimed for
adjacencies to "good" network shows (chil-
dren's programs preferred). Where possible,
minute spots will be a 20-second film and
40 seconds of a local personality's delivery.
Initially, the soft drink broadcast campaign
will move into southern markets, with some
also in the Northeast and Midwest, it was
said.
At the first of this year, the corporation
appointed Cunningham & Walsh, New York,
to handle the soft drink introduction, be-
cause Macmanus, John & Adams, New
York, which has all of the ice cream
products, already services another soft drink
advertiser — White Rock.
U. S. Tv Audience Reaches
122.4 Million — Sindlinger
SOME 122.4 million people now make up
the nation's tv audience, with 99.9 million
12 years of age or older, and the remaining
22.5 viewers from five to 12 years old, ac-
cording to Sindlinger & Co., analysts, Ridley
Park, Pa.
Sindlinger's monthly client service report
also noted that 38.6 million households, or
78% of the national total, are tuning in with
42.5 million sets in working order.
The firm's computations indicated about
300,000 sets were sold in March, and esti-
mated 300,000 to 450,000 purchases in
April. It also was said about 100,000 sets
become obsolete each month.
L&M Drops CBS Radio 'Gunsmoke'
LIGGETT & MYERS Tobacco Co. (Ches-
terfields), N. Y., has canceled the radio ver-
sion of Gunsmoke on CBS, it has been
learned. The cancellation came on the eve
of Gunsmoke's fifth anniversary on radio.
Effective last week, Gunsmoke entered its
sixth year on CBS Radio. The network will
place the program into its "Impact" plan of
participating sponsorship.
MR. CHRISTIE
Democrats' Christie Suggests
More Political Use of Radio
EFFECTIVE USE of prime radio time,
rather than undue reliance on tv and broad-
cast political speeches no more than 15
minutes in length were recommended last
week for Demo-
crats who run in;
the 1960 election
campaigns.
Jack F. Christie,
tv and radio direc-i
tor for the Dem-
ocratic National
Committee, told!
students at Syra-i
cuse U.'s Radio
and Television
Center that candi-
dates should use!
the five - minute
one-minute, and shorter spot announcements
to a greater extent than in 1956 because
research indicates "they are very well re-
ceived."
Other recommendations by Mr. Christie
include: expanded use of regional radio-t\
hookups for regional issues, more rehearsal
time, and relaxation of the FCC's so-called
"equal time" rule so networks may give
"top-of-the-ticket" major party candidates
free time without awarding it to numerous
candidates heading splinter parties.
Mr. Christie also said that office seekers
should lean more on trained workers within
their own parties instead of looking to
Madison Avenue for help.
Pontiac Buy Exemplifies
Network Radio Sales Speed
SPEED and flexibility in network radio sales
was demonstrated last week when Pontiac
Div., General Motors Corp., moved into
one-quarter sponsorship of NBC Radio's
News-on-the-Hour news capsules for
period of three weeks. Pontiac, through
MacManus, John & Adams, placed the
order a week ago Friday to start on Mon-
day, and the program did.
Pontiac fills a partial advertiser vacancy
created when Bristol-Myers Co. (Bufferin)
cut back its advertising schedule on the NBC
newscasts. B-M continues to sponsor 25%
of the programs, while Brown & Williamson
Tobacco Co. continues with 50% . Pontiac
has the remaining quarter.
When the Pontiac buy expires May 20.
its slot will be filled by a national food
packer for the succeeding 26 weeks. The
name of the food packer will be made public
May 11. Combined contracts come to $600.-
000 in net billings.
Beaumont & Hohman Merges
With Cunningham & Walsh
MERGER of accounts and personnel o)
Beaumont & Holman, Chicago, with Cun-
ningham & Walsh that city was announces
Friday by Ivan Hill, executive vice presi
dent in charge of C & W's Chicago office
The merger became effective two days
earlier [At Deadline, April 29].
Guy Davis and Perry Thomas, vice pres
Page 66
May 6, 1957
Broadcasting
Telecastinc
— all over the tablecloth:
he's writim
"Sure, we see all kinds in here," says bar-custodian
Umberto at Danny's Hideway (where THE agency
elite of New York meet) . "But this guy . . . he's
drawing a map like crazy on our snow-white damask
with a black grease pencil. Of what? State of Maine,
that's what !
"Guess he had reasons to be excited. Seems he just
absorbed the latest TV Trendex* from up there —
and what a whooperoo ! That WABI-TV waltzes off
with 17 of the top 20 shows ! Gets the best rated
multi-weekly show, best film show, best local show,
best news show, best sports show, best weather
show, best network show — day or night. " How
superman can you be? And all the studies prove
WABI-TV a bull-dozer in audiences, coverage,
dollar-for-dollar value — the works ! Can't
understand why anybody'd advertise any other
way up there in Maine !"
Neither can we. Whether you want No. 1 television
coverage or No. 1 radio coverage in the fastest-growing
part of Maine — the writing's clear on the tablecloth.
Buy WABI-TV or WABI Radio - super-team with
super-steam. If you're looking for a hideaway,
go to Danny's. But if you want to put your product
out on the table, for buyers' grabs, tell the Maine
market about it via this high-compression
combination. It's something to write home about — on
anybody's tablecloth !
* Trendex, Oct. '56
** Good memory, that Umberto. Probably-
kept the tablecloth and memorized it.
AM
TV
_ , , George P. Hollingbery— Nationally
Represented by: „,.?,._. - ■ j
r ' Kettell-Carter — New England
BANGOR, MAINE
General manager: Leon P. Gorman, Jr.
affiliated with The Downeast Network — WIDE, Biddeford; WPOR, Portland; WRKD, Rockland; WTVL, Waterville.
ADVERTISERS & AGENCIES
idents and account executives at Beaumont
& Hohman, join Cunningham & Walsh in
executive capacities not announced. Henry
Hohman, B & H president, announced
simultaneously he will work indefinitely in
an advisory capacity with C & W in Chicago.
Among radio and/ or tv accounts moving
to C & W are Brearley Co., Dale Carnegie
Courses, Grand Hotel, Grayline Assn., Tru-
Ade Co. and Northern Great Lakes Area
Council. Messrs. Davis and Thomas will
work on these accounts. Other personnel ad-
ditions will be announced later, Mr. Hill
said.
Cunningham & Walsh is moving into new
16th floor headquarters at 6 N. Michigan
Ave. in Chicago, with a renovation project
slated to be completed by May 15.
Traviesas Appointed by BBDO
To Manage Radio-Tv Activities
HERMINIO TRAVIESAS. BBDO vice
president and in charge of Lucky Strike
radio and television activities for seven
years, has been ap-
pointed manager of
the tv-radio depart-
ment of BBDO, it
was announced last
week by Charles H.
Brower, general
manager of the
agency.
Robert L. Fore-
man, recently
named an execu-
tive vice president
of the agency, re-
mains in over-all
supervision of all tv and radio for the agency
in addition to his new responsibility as
chairman of the plans board.
Mr. Traviesas joined BBDO in 1950. He
was with CBS before that in New York from
1947 to 1950 as network tv sales service
manager; and with NBC in New York from
1937 to 1947 as traffic manager in the in-
ternational division and salesman for in-
ternational accounts of the radio recording
division. He has supervised such shows for
Lucky Strike as Your Hit Parade, the Robert
Montgomery Show, Private Secretary and
the Jack Benny Show.
American Chicle Buys 'Sugarfoot'
AMERICAN CHICLE Co. (Dentyne, Clor-
ets and Rolaids), New York, has signed to
sponsor ABC-TV's new adult western series,
Sugarfoot starting Sept. 17 (alternate Tues.,
7:30-8:30 p.m. EDT), it was announced last
week by Slocum Chapin, vice president in
charge of sales for ABC-TV. The agency
is Ted Bates & Co., New York.
Agency Now Thomas & Douglas
THOMAS & DELAHANTY INC., New
York agency, has been changed to Thomas
& Douglas Inc. New partner is Lawrence
H. Douglas, formerly with WINS New
York. Thomas & Douglas also announced
the following new accounts: Founders
Corp., First Dividend Corp. and KTVR
(TV) Denver.
MR. TRAVIESAS
Benton & Bowles Affiliates
With Dorland in Paris, Brussels
BENTON & BOWLES, New York, is enter-
ing the foreign field, in an inter-agency af-
filiation with the Dorland Agency in Paris
and in Brussels. Robert E. Lusk, president of
Benton & Bowles, announced last week.
Mr. Lusk explained that "for some time,
Benton & Bowles has been examining the
pros and cons of extending marketing and
advertising services beyond the borders of
the U. S. The basic reason for this study was
the expanding interest in international op-
erations on the part of some of our clients.
"As a result of this study, we have de-
veloped the conviction that Benton & Bowles
can add to and improve its service to clients
having international interests by participating
in market planning and advertising counsel
in certain foreign markets.
"The experience and resources of Benton
& Bowles, including assistance in research,
media and other fields, as well as man-power
training, will be made available to these Dor-
land officers in order that a high caliber of
service will be available to its clients with
interests in France and Belgium."
He also announced that Edward W. Murt-
feldt will be in charge of liaison with the
Dorland offices.
Benton & Bowles now has offices in
Toronto, Detroit, Hollywood and New
York.
Ault Succeeds Caron
As Chrysler Ad Manager
HARRY L. AULT was promoted last week
from dealer advertising manager to adver-
tising manager of the Chrysler Division of
Chrysler Motors
Corp., filling the
vacancy created by
John H. Caron who
retired.
Mr. Ault began
his advertising ca-
reer in 1932 when
he joined Sprague-
Warner Co., Chica-
go, as a copywriter.
After 25 years' ex-
perience in the ad-
vertising and mer-
chandising field in
food, manufacturing, and automobile indus-
tries, he joined Chrysler in 1955.
P&G to Absorb Clorox
PROCTER & GAMBLE Co., Cincinnati,
plans to acquire the assets of Clorox Chemi-
cal Co., Oakland, Calif., in return for some
of P&G's common stock, according to W.
J. Roth, Clorox president.
The agreement is subject to ratification
by the P&G board of directors and by
Clorox stockholders, who are expected to
receive 8V2 shares of P&G for each 10 of
Clorox.
Gomber Named Compton V. P.
APPOINTMENT of Raymond F. Gomber,
former Westinghouse Electric Corp. execu-
tive, as vice president and manager of Comp-
ton Adv. Inc.'s Milwaukee office was an-
MR. AULT
MR. ARMOUR
nounced by the agency last week. He joined
Compton last Wednesday.
Mr. Gomber was industrial advertising
and sales promotion manager for Westing-
house in Pittsburgh, heading those industrial
activities, and previously was regional sales
promotion manager for the company in
New York. He was associated with G. M.
Basford Adv. Agency, New York, for 1936
to 1942. Mr. Gomber is a member of the
National Industrial Advertisers Assn. and
Pittsburgh Ad Club.
Heinz Names Armour Exec. V. P.
FRANK ARMOUR JR., last week was
named executive
vice - president of
H. J. Heinz Co.,
Pittsburgh, sponsor
of Studio 57 and
Captain Gallant, to
succeed Herbert N.
Riley who retired
at the same time
after 45 years with
the firm.
Mr. Armour,
who has been with
Heinz 30 years,
will be second in
command to H. J. Heinz II, president. For
the last three years he was vice president
for domestic operations.
NETWORK BUYS
Chesebrough-Ponds, N. Y., to sponsor al-
ternate weeks of Bob Cummings Show,
Tuesday, 9:30-10 p.m. EDT, on NBC-TV.
Other advertiser is Reynolds Tobacco Co.
Agency for Chesebrough-Ponds: J. Walter
Thompson; for Reynolds: William Esty.
Gillette Safety Razor Co. signed to sponsor
CBS-AM-TV coverage of Triple Crown
horse-racing classics consisting of Kentucky
Derby this Saturday, 5:15-5:45 p.m. EDT;
Preakness, May 18, 5:30-6 p.m. EDT, and
Belmont Stakes, June 15, 4:30-5 p.m. EDT.
Agency: Maxon Inc.
A&A SHORTS
Campbell-Ewald Co., N. Y., has resigned ac-
count of Allen B. DuMont Labs. Account,
covering tv receiver sales division, television
network and international division, has
switched to Noel, Page & Brown, N. Y.
Mullins/Earl Adv. moves to 3308 Beverly
Blvd., Los Angeles 4. Telephone: Dunkirk
5-9088.
Procter & Gamble (Spic and Span cleanser),
Cincinnati, through Young & Rubicam, New
York, is buying 90-second spots in partici-
pating shows in approximately 20 markets
starting early this month.
Billy Graham Evangelistic Assn., through
Walter F. Bennett & Co., Chicago has pur-
chased four weekly one-hour programs on
ABC-TV starting June 1, 8-9 p.m. EDT.
Hour-long programs will pick up Mr.
Graham's appearances at New York's Madi-
son Square Garden.
Reader's Digest Assn. has signed for
Wednesday quarter-hour segment of Arthur
Godfrey Time on CBS. Contract for 52
weeks placed through BBDO, N. Y.
Page 68
May 6, 1957
Broadcasting
Telecasting
GOVERNMENT
N.J. LAWYER MAY GET FCC POST
• He's Edward Mills, now in other administration job
• White House checks Jersey senators for clearance
THE White House last week advised New
Jersey's senators that a 51 -year-old New Jer-
sey lawyer was under active consideration
to succeed George C. McConnaughey on
the FCC.
It was widely believed that the White
House would soon submit for Senate con-
firmation the name of Edward K. Mills Jr.,
now deputy administrator of the General
Services Administration, for a seven-year
term on the FCC beginning July 1. Chair-
man McConnaughey's term expires June 30.
Whether the President had Mr. Mills iri
mind for the FCC chairmanship could not
be learned at the time this story went to
press.
At midweek it was reliably said that Mr.
Mills' appointment to the commission would
be sent to the Senate momentarily, and it
was then believed he was also destined for
the chairmanship. By week's end, however,
the question of the chairmanship became un-
settled. Indeed, some uncertainty developed
as to the commissionership appointment it-
self.
Some senators from other states supporting
other candidates for the FCC were said to
have urged the White House to reconsider
the Mills appointment.
There were conflicting reports as to the
probable choice of a chairman. Speculation
centered around Mr. Mills and two incum-
bent Republicans, Comrs. John C. Doerfer
and Robert E. Lee.
The other incumbent Republican, Rosel
H. Hyde, has already held the chairmanship.
He was appointed to it by President Eisen-
hower July 1, 1953, and served until Mr.
McConnaughey joined the FCC as chair-
man Oct. 4, 1954.
Mr. Mills joined the Eisenhower "busi-
nessman's government" a year ago for his
second tour of government service. His
first was during the Roosevelt administra-
tion when he was chief of the Opinion Sec-
tion of the Civil Aeronautics Authority in
1939-40. His primary interest, however,
has been in New Jersey law practices.
He was active in the Eisenhower presi-
dential campaign of 1952 as chairman of
the Morris County Citizens for Eisenhower
Committee. He is a neighbor of such Eisen-
hower Republican bigwigs as Bernard M.
Shanley, secretary to the President, and
Rep. Peter Frelinghuysen Jr. (R-N. J.).
Early in his law practice he was associated
with William J. Brennan Jr., now Associate
Justice of the U. S. Supreme Court.
Mr. Mills was said to have the endorse-
ment of both New Jersey senators, Clifford
P. Case and H. Alexander Smith (both Re-
publicans). Indeed it was from aides of those
two senators that word came last Wednes-
day that the appointment of Mr. Mills was
"in the works."
A day later, Colgate S. Prentice, secretary
to Rep. Frelinghuysen, said that Mr. Mills'
nomination had been "cleared with both
New Jersey senators, but has not yet been
cleared with Sens. Knowland and Bricker.""
(Sen. William F. Knowland [R-Calif.] is
minority leader of the Senate. Sen. John W.
Bricker [R-Ohio] is ranking minority mem-
ber of the Senate Commerce Committee. It
is that committee to which FCC nomina-
tions are sent.)
Sen. Bricker has been a strong supporter
of FCC Chairman McConnaughey.
Mr. McConnaughey left last Thursday
for a long weekend in Columbus, Ohio,
where he lived before joining the Eisen-
hower government as chairman of the Re-
negotiation Board, the job he held before
his appointment to the FCC.
A fortnight ago Mr. McConnaughey pur-
chased a home in Columbus [Closed Cir-
cuit, April 29]. Two weeks earlier it had
FCC CANDIDATE MILLS
A DARK HORSE IS LEADING THE FIELD
been learned that he had put his Washington
home up for sale [Closed Circuit, April
15].
For some time it has been speculated that
Mr. McConnaughey would open a law prac-
tice, perhaps with offices in Washington and
Columbus.
Before leaving for Columbus last Thurs-
day (he is due to return to Washington to-
morrow), Mr. McConnaughey said he had
not made up his mind whether he would
open a Washington office. His son has been
maintaining a Columbus practice that was
started by Mr. McConnaughey.
Mr. McConnaughey was appointed to the
FCC to fill the unexpired term of Comr.
George E. Sterling, who resigned. His ap-
pointments as a commissioner and as chair-
man were announced coincidentally by the
White House.
The 6-foot-three, 215 lb. Edward Kirk-
patrick Mills Jr. comes from old New Jersey
stock, tracing his family back to Revolu-
tionary days. He was born in Morristown
March 19, 1906.
Mr. Mills followed the Morris County
patrician road — to Phillips Exeter Academy;
to Princeton U., from which he received his
bachelor's degree in 1928; to Yale Law
School, from which he received his LL.B. in
1931.
His early law work was with the top-
drawer New Jersey legal firm of Pitney,
Hardin & Skinner, Newark, N. J. In those
junior days he shared the firm's "bull pen"
with another young Jerseyman, William J.
Brennan Jr., who last fall was named an
Associate Justice of the U. S. Supreme
Court. Mr. Mills' early practice encom-
passed the field of corporation law, includ-
ing specialization in railroad reorganiza-
tion work. He served as secretary of the
Bondholders Protective Committee of the
Northern Ohio Railroad and of Central of
Georgia Railroad.
In 1939 Mr. Mills came to Washington,
where he served as chief of the Opinion Sec-
tion of what was then the Civil Aeronautics
Authority. Mr. Mills prepared the CAA's
first air mail rate and new route opinions.
During the second World War, Mr. Mills
flew with the Civil Air Patrol on anti-sub-
marine missions, transferring to the Air
Corps as a flight instructor and becoming
an Air Transport Command pilot. He also
served as planning officer at ATC head-
quarters, and on the secretariat of two Joint
Chiefs of Staff committees — on Atlantic
communications, and on Army-Navy air
transport facilities in the Pacific. He re-
ceived the Air Medal for his services. He
held a commercial pilot's license, with a
flight instructor rating. He has logged more
than 1,000 hours.
He returned to Morristown after being
mustered out of service with the rank of
major, joining his father in the family law
firm of Mills, Jeffers and Mountain.
In 1949 and again in 1950, Mr. Mills was
mayor of Morristown. In the 1930s he had
served on the board of alderman. He is a
director of the Morristown Trust Co. and a
vice president and director of Theobald
Printing Co., Morristown. He was a mem-
ber of the Morristown area Chamber of
Commerce and a trustee of the Morristown
Neighborhood House and other charitable
institutions.
Almost one year ago, on May 21, 1956,
Mr. Mills was named deputy administrator
of the General Services Administration (sal-
ary: $20,000). This is the federal agency
which oversees the vast U. S. housekeeping.
It builds and maintains all U. S. govern-
ment buildings, arranges for transportation
and communications services for the federal
government; handles the national stockpile
and is in charge of the National Archives.
As the No. 2 man in the GSA, Mr. Mills
is the operating general manager of this vast
and complex organization. For the past
four months, in addition to this major job.
Mr. Mills has acted as commissioner of
GSA's Transportation and Public Utilities
Service.
Despite his bulk, Mr. Mills carries him-
Page 70 • May 6, 1957
Broadcasting • Telecasting
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Page 72 • May 6, 1957
TV Stations
REPRESENTED Si PETRI
self with easy assurance. His hair, parted on
the side, is iron gray turning white in front.
He uses dark, horn-rimmed glasses. His
flannel suits are expensive, and subdued.
His manner is mild, with a spark of dogma-
tism, but withal affable. He is considered by
those who know him to be a "lawyer's law-
yer."
Mr. Mills has no associations in the broad-
casting or advertising field. In an interview
with B»T he declined to express any opinion
on broadcasting except to say he has "an
open mind on radio and tv." He said he
likes to "marshal his facts and then reach
a conclusion."
An intriguing sidelight is Mr. Mills' serious
interest in inventions. He holds two patents
and has two others pending at the Patent
Office. One patent is for a convertible ve-
hicle, a combination automobile, airplane
and boat. Another is a junior pilot trainer,
developed before World War II. Patents
are pending for a new type of automobile
safety device, and for a passenger seat which
can be converted into a berth with a mini-
mum of effort, useful for airplane or rail-
road carriers.
Mr. Mills is a member of Phi Delta Phi,
national legal fraternity; Princeton's Co-
lonial Club; the Metropolitan and Capitol
Hill Clubs in Washington, and the Morris-
town Club in New Jersey. At Princeton he
was on the track team (high hurdles).
Mr. Mills and his family (he married the
former Shirley Burks of Brownsville, Tex.),
live in the fashionable Georgetown section
of Washington. They have two daughters,
Shirley Neel, 9, and Katina Slade, 7. The
family are members of Washington's Christ
Episcopal Church.
FCC Stays KNAC-TV Purchase,
Sets Hearing on Protest
THE FCC last week postponed the effec-
tive date of its Feb. 27 action in approving
the sale of 50% of ch. 5 KNAC-TV Ft.
Smith. Ark., to George T. Hernreich and
set the grant for hearing.
The hearing was scheduled on the pro-
test of Southwestern Publishing Co. (ch. 22
KFSA-TV Ft. Smith), which claimed that
it had contracted to purchase the station
from H. S. Nakdimen. who died Dec. 20,
1955. Messrs. Nakdimen and Hernreich
formerly were competing applicants for ch.
5 and Mr. Hernreich was given an option
to purchase 50% of the station in return
for withdrawing his application.
The Commission ordered the hearing to
determine (1) if Mr. Hernreich conspired
to breach the agreement for assignment of
KNAC-TV to Southwestern and to prevent
consummation of such agreement; (2)
whether Mr. Hernreich has failed to carry
out representations made by him to the
FCC; (3) whether there has been an un-
lawful transfer of control of KNAC-TV to
Mr. Hernreich and others, and (4) whether
in light of the evidence, grant of the sale
would serve the public interest.
The parties were given until May 31 to
return station control to Mrs. Nakdimen.
Broadcasting • Telecasting
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ED MEATH
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Only one year in Rochester, but zooming in pop-
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. . . and, beside rating FIRST in share of audience in ^> -n, ~/
the morning, and FIRST in the afternoon, we really ^3 Cfo
ought to mention that we're FIRST evenings, too! /
0
* LATEST ROCHESTER
PULSE REPORT
MARCH, 1957
NEW YORK
5,000 WATTS
Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O'CONNELL CO., tos Angeles, Son Francisco
Broadcasting • Telecasting
May 6, 1957 • Page 73
GOVERNMENT
RECEPTION...
There are all kinds, but if you're look-
ing for sales reception in Southern
California, "Star Shoppers" — KTTV's
free daytime show for its food adver-
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Boys Market, one of the nation's most
|: successful supermarket chains, tells
the story . . .
"As you know, we featured on our
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beef at a really low price, think-
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hundred sales would be made on
this special. Imagine our amaze-
ment when our meat department
at Pomona informed us that 2100
pounds of hamburger were sold !"
Now in its 5th year, "Star Shoppers"
visits a different market each morn-
ing, delivering effective, tangible mer-
chandising support and in-store
promotion that means business.
Talk to your Blair man about KTTV's
"Star Shoppers" and sales reception.
Los Angeles Times-MGM
Television r~~l
Represented nationally by BLAIR -TV I
Page 74 • May 6, 1957
DAYTIME ACTION 6 MONTHS AWAY
• So Craven guesses in testimony to Senate daytime unit
® DBA, CCBS, FCC, others testify in two-day Hill hearing
AN FCC commissioner last week told a
special Senate subcommittee that the Com-
mission would make a decision on the Day-
time Broadcasters Assn. petition for ex-
tended hours of operation "as fast as pos-
sible," but any approximation of a date for
settlement of the thorny problem remained
suspended at the end of a two-day hearing
on a DBA charge of FCC delay in acting on
its petition.
FCC Comr. T. A. M. Craven Tuesday
told the Senate Special Daytime Radio
Broadcasting Subcommittee, headed by Sen.
Wayne Morse (D-Ore.), that "we have seven
different opinions, possibly, and it is very
difficult for me to say how quickly we can
resolve our differences in terms of days or
months." He agreed to supply the subcom-
mittee with a proposed timetable for re-
solving the matter after the Commission
has discussed the DBA petition and the clear
channel case at a meeting May 22.
Comr. Craven told the subcommittee that,
"as a personal guess," it would take at least
six months for the Commission to resolve
its differences on the problems after the
May 22 meeting.
Last Monday 16 witnesses from all parts
of the country paraded before the subcom-
mittee to testify for the DBA cause or to
counter on behalf of the Clear Channel
Broadcasting Service, and Tuesday the Sen-
ate unit heard four FCC officials ardently
defend the Commission's delay in acting on
the daytimers' 3-year-old petition.
Hearing testimony from broadcasters,
FCC commissioners and other officials were
Sen. Morse, Sen. Alan Bible (D-Nev.) and
Sen. Andrew F. Schoeppel (R-Kan.), mem-
bers of the Senate Small Business Subcom-
mittee named in March to investigate the
DBA complaint against the Commission for
its inaction [B»T, March 25, et seq.]
Since shortly after its organization, mem-
ber stations of DBA and other small local
stations have sought extension of their pres-
ent sunrise-to-sunset hours as follows: from
5 a.m. or sunrise (whichever is earlier) to
7 p.m. or sunset (whichever is later).
The merits of engineering data presented
by Hollis M. Seavey, executive director of
the Clear Channel Broadcasting Service, and
the rights of the public to better local radio
service asserted by DBA Board Chairman
J. Ray Livesay, owner of WLBH Mattoon,
111., were prime factors in the hearing.
While DBA supporters and CCBS wit-
nesses expressed different bases for accepting
or rejecting the daytimers' request for ex-
tended hours, both joined Sen. Morse in
denouncing the FCC for its delay in acting
on the DBA request.
Sen. Morse opened the hearing last Mon-
day by asserting that if the DBA charges
against the FCC were true, "this represents
a deplorable situation." He said Congress has
a duty to watch over the regulatory agencies
which it creates and that it appeared that
the Commission had treated "a substantial
number of small businessmen in a cavalier
and perhaps even in an inconsiderate man-
ner."
He stated that he wanted one or more
commissioners present for Tuesday's session
— that the FCC general counsel's appearance
for the Commission would be unsatisfactory.
First principal witness for the DBA cause
was Mr. Livesay, who testified and presented
two prepared statements to the subcom-
mittee.
Noting that the DBA repesents some 150
small radio stations, Mr. Livesay said "this
problem of ever-changing hours between
the winter and summer months works hard-
ships on our stations, advertisers and listen-
ers."
Tracing the progress of the clear channel
SCHOEPPEL MORSE
THE SENATE WANTS ACTION
and daytime skywatch problems as separate
proceedings and citing their later consolida-
tion, Mr. Livesay stated that daytime sta-
tions joined to form the DBA in January
1954 when it was learned that the FCC
was preparing a new set of engineering
curves (proposed March 11, 1954) which
would have reduced the then sunrise-to-
sunset hours of some stations.
Mr. Livesay told the subcommittee that
the daytimers' request for extended hours of
operation "is not just an engineering prob-
lem. It goes deeper than this; you can't
weigh it on engineering data alone. You
must weigh this matter on the wants — the
desires — of listeners."
Of the FCC delay in acting on the DBA
petition, Mr. Livesay said "this stalling is
intolerable — it seems to be going on for-
ever." He urged "relief" for the more than
1,200 daytime stations in the U. S., and
stated that if the daytimers were permitted
to be on the air from 5 a.m. to 7 p.m. "we
would be granting people a service which
they would never want to relinquish."
Mr. Livesay's testimony was backed up
by statements from a group of seven daytime
station owners, a North Carolina mayor, a
Broadcasting • Telecasting
|:obacco farmer in the Tarheel state, a Texas
Danker, Rep. William L. Springer (R-I1L),
ind Sen. W. Kerr Scott (D-N. C).
The DBA witnesses asserted that under
he present sunrise-to-sunset hours of opera-
tion, farmers in communities without daily
newspapers or clear channel radio service
wouldn't get local weather forecasts or price
reports before they began the day's work.
Rural housewives also were handicapped by
lack of weather information and school bus
schedules, and were forced to send their
children out into bad weather without know-
ing if schools would be open, the group said.
In addition to Mr. Livesay. Rep. Springer
and Sen. Scott, those testifying or entering
prepared statements into the record for the
DBA cause last Monday were Alf M. Lan-
don. former Republican candidate for Presi-
dent in the 1936 campaign and present
owner of KSCB Liberal. Kan.: Ralph L.
Weir Jr.. owner of KJCK Junction City,
Ran.: Edward Mason, general manager of
KXXX Colby, Kan.; John Charles Thomas,
former Metropolitan Opera star and now-
executive vice president and managing direc-
tor of KAVR Apple Valley, Calif.; Joe
Leonard Jr., general manager of KGAF
Gainesville, Texas; and Frank Morris Jr.,
president of the First State Bank of Gains-
ville.
Others were Hecht S. Lackey, president
and general manager of WSON Henderson,
K\\: Richard E. Adams, general manager of
WSOX Framingham. Mass.: Charles B.
Stafford of Fairmont, N. C secretary and
treasurer of the Tobacco Board of Trade;
Mayor Voit Gilmore of Southern Pines,
N. C. and station KMMJ Grand Island.
Nebraska.
In rebuttal testimony at the end of the
hearing Tuesday. Benedict J. Cottone,
Washington attorney for the DBA. said the
engineering concepts formulated for radio
stations by the FCC in 1934 or 1935 were
outmoded, and stated that the DBA petition
"'must be decided basically and initially
upon the question of whether the public will
best be served by the extended hours of
operation." The problem is not one which
should be decided solely on technical engi-
neering considerations, he said.
Most of the early engineering concepts
established by the FCC were arbitrarily de-
cided, and the question of interference is not
the only one to be considered in the prob-
lem, Mr. Cottone added.
He outlined the history of the DBA peti-
tions, noting that the initial petition was
filed in March 1954 and was followed by
briefs in July 1954 and April 1955 and a
petition in December 1955 asking that DBA
be allowed to be an intervenor in the clear
channel case where it involved hours of
operation of daytime stations.
In answer to the charge by CCBS and
FCC officials that the daytimers had offered
either no engineering data or insufficient
technological facts to support its petition,
Mr. Cottene said, after the hearing, that the
DBA will file '"an additional statement which
will show the fallaciousness of their engi-
neering principles."
He stated that the briefs filed before the
Commission in July 1954 and April 1955
Broadcasting • Telecasting
included engineering data to support the
daytimers' position. This information was
prepared by Comr. Craven, who was at the
time a member of the private firm of Craven,
Lohmes & Culver, consulting radio engi-
neers, and by Ralph Bitzer of St. Louis, Mo.
Opening Monday afternoon's testimony
in opposition to the daytimers' petition was
CCBS Director Hollis M. Seavey.
Noting that the clear channel organization
is composed of 14 Class 1-A stations and has
the support of some 59 other clear channel
and regional stations, Mr. Seavey said day-
time stations operating on extended hours
would cause "intolerable interference"' to
existing fulltime stations: would interfere
with stations in Canada. Mexico and Cuba,
which operate on the same frequencies as
410 U. S. daytime stations and would
hamper the daytime stations themselves, and
the listening public.
Extended hours of operation for day-
time stations "would destroy all of the sec-
ondary or skywave service of clear channel
stations and severely limit the groundwave
service of Class 1-A stations during the ex-
caster "since his service area would be se-
verely reduced twice during the broadcast
day," nor the daytimer himself "since dur-
ing the additional time he would be per-
mitted to broadcast the service area of his
station would be severely restricted."
Mr. Cullum told the subcommittee he
also had interest in a daytime station — "I'm
sympathetic to the DBA problem but I
couldn't ask for extended hours of opera-
tion for my station to the great detriment
of so many other stations." He also noted
that all daytime station owners must be
cognizant of the limited operating hours
when they apply for a daytime facility.
To extend operating hours of daytime sta-
tions would require revamping the pres-
ent international treaties with Canada
(NARBA). Cuba and Mexico, he added.
Mr. Cullum defended the FCC delay in
finalizing the daytimer and clear channel
problems because "they couldn't decide
something arbitrarily while the government
was negotiating treaties with these foreign
countries."
In a prepared statement, the engineer
LIVESAY BAKER AND CRAVEN SEAVEY
FCC FINDS ITSELF IN THE MIDDLE BETWEEN DAYTIMERS AND CLEARS
tended hours," he said, and "would substan-
tially degrade existing nighttime radio serv-
ice to rural and remote America, which
service is already admittedly inadequate."
As an example of actual interference to a
clear channel station by daytime stations
operating on the same frequency after sun-
set and before sunrise, Mr. Seavey cited
WCAU Philadelphia, and noted that four
daytimers on 1210 kc during the winter
months "would destroy the entire secondary
service area of WCAU in which reside 30,-
167,942 people and would deprive 4,459,351
people of the interference-free primary serv-
ice they now receive . . ."
Adding engineering support to Mr. Sea-
vey's testimony was A. Earl Cullum Jr.. con-
sulting engineer, representing WBEN Buf-
falo. N. Y., who asserted that "engineering
considerations . . . are the basic considera-
tions upon which any broadcast service must
be built."
Mr. Cullum stated that approval of the
DBA petition would not benefit the public
"since their accustomed radio service would
be made unusable in large areas during
portions of the day:" nor the full-time broad-
said "these studies indicate that the proposal
would result in a net loss of service to the
public. The proposal is . . . utterly Unsound,
in violation of engineering experience and
the laws of nature and cannot be in the
public interest. If the Commission is at fault
in the handling of this petition, the fault
lies in not dismissing it promptly."
Terming the DBA proposal an "irresponsi-
ble one" which would create "bedlam,"
Louis Seltzer, president of WCOJ Coates-
ville, Pa., cited his earlier letter to Sen.
Morse denouncing the daytimers' cause. He
said the petition was a "something-for-noth-
ing proposal" which would cause more harm
than good to the DBA stations themselves.
Also entered into the record in opposi-
tion to the DBA petition was a statement
by Stuart L. Bailey of Jansky & Bailey Inc..
Washington, D. C. consulting engineers, on
behalf of WTAR Norfolk, Va.
Testifying for the FCC in last Tuesday's
session were Comrs. Craven and Rosel H.
Hyde, General Counsel Warren Baker and
James Barr. assistant chief of the Commis-
sion's broadcast bureau.
Reasons cited by Mr. Baker for the Corn-
May 6. 1957 • Page 75
GOVERNMENT
mission*s delay in acting on the DBA peti-
tion were:
( 1 ) That the proposal could hardly be
separated from the unsettled clear channel
and daytime skywatch proceedings.
(2) That the problem was related to the
international agreements with neighboring
countries "because the fundamental alloca-
tion in the entire hemisphere had to agree
... to the allocations within the U. S."
(3) That the FCC has been involved
since 1950 in many problems, especially
those of allocations for television and the
deintermixture of uhf and vhf channels.
(4) That the initial DBA proposal "ac-
tually requested that the Commission defer
and delay its consideration of the case . . ."
reopen the records of the clear channel and
daytime skywatch proceedings and consoli-
date them with the DBA request for exten-
sion of daytimers' hours.
Mr. Baker also noted that the DBA pe-
tition filed initially in March 1954 has been
amended twice — first in May 1955 and then
again in December 1955. He said the Senate
Commerce Committee in February 1949 had
asked the FCC to delay decisions in both the
daytime skywatch and clear channel pro-
ceedings.
In answer to questions by Sen. Morse,
Comr. Hyde said that advance invitations
were extended to all segments of the broad-
cast industry to meet with the FCC and
the State Department and help prepare the
U. S. government's position for negotiating
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radio agreements with hemisphere countries.
He added that after the various treaty
negotiations were underway, daily meet-
ings were held with industry officials and
further advice obtained from them on their
positions in the treaties being prepared.
To give daytimers extended hours of op-
eration would cause interference to sta-
tions in Canada, Cuba and Mexico on some
frequencies but not others, Comr. Hyde
said.
Mr. Baker noted that "technically under
the rules the Commission today could dis-
miss the DBA petition," and said if the
proposal were dismissed "out of hand, I
would have no trouble defending this in
court."
Also testifying at Tuesday's final session
was John S. Cross, acting chief of the Tele-
communications Division of the State De-
partment, who corroborated Comr. Hyde's
earlier testimony that industry representa-
tives had been invited to preparatory meet-
ings prior to the various international radio
treatly conferences. He added that DBA rep-
resentatives were present at meetings held
prior to the recent treaty conference with
Mexico, and that they did have an adequate
hearing for their views.
Also hearing testimony during the two-
day Senate investigation were Lee C. White,
counsel for the full Senate Small Business
Committee; Walter Stults, staff director for
the committee; Sens. A. S. Mike Monroney
(D-Okla.), and Edward J. Thye (R-Minn.).
FCC Reaffirms Purchase
Of WLBR-TV by Triangle
THE FCC last week reaffirmed its approval
of the sale of ch. 15 WLBR-TV Lebanon,
Pa., to Triangle Publications Inc. for $115,-
000. The vote was 4-2, with Comr. Robert
E. Lee not participating and Comrs. Rosel
H. Hyde and Robert T. Bartley dissenting.
Commission approval was first given for
the Triangle purchase without a hearing in
November 1955, but was stayed and set
for hearing at the protests of WHP-TV,
WCMB-TV and WTPA (TV), all uhfs at
Harrisburg, Pa. The main contentions made
by the protestants were that approval of the
WLBR-TV buy would give Triangle undue
concentration of control, overlap of signals
of its tv stations and undue competitive ad-
vantage.
These pleas lack persuasive merit, the
Commission majority ruled, and said that
in none of the fields of communications
does Triangle enjoy a monopoly. The FCC
further said that the competitive position
and practices of Triangle, insofar as reflected
by the record, are lawful.
Triangle owns WFIL-AM-TV Philadel-
phia; WFBG-AM-TV Altoona, Pa.; WNBF-
AM-TV Binghamton, N. Y.; WNHC-AM-
FM-TV New Haven, Conn., and 50% of
WHGB Harrisburg. The firm also publishes
the Philadelphia Inquirer and several maga-
zines. Walter H. Annenberg, president and
director holds 98% of the Triangle stock.
Roger W. Clipp is vice president-general
manager of Triangle's radio-tv division.
WLBR-TV was purchased from WLBR
(52%). Lebanon Daily News (37.78%),
MRS. NATVIG
Page 76
May 6, 1957
and three other stockholders. WLBR is
owned equally by David S. Etter, H. Ray-
mond Stadiem and Eugene Silversten.
In dissenting, Comr. Mack said he was
not satisfied that transfer of WLBR-TV to
Triangle would be in the public interest
and Comr. Bartley felt there would be too
much overlap between the firm's WFIL-TV
and WFBG-TV.
Natvig Sentence Suspended
In Lamb Case Perjury Action
THE Edward Lamb license renewal case,
before the FCC for nearly three years, and
turnabout witness Marie Natvig were back
in the news last
week.
U. S. D i s t r i c t
Judge Alexander
Holtzoff suspended
the sentence of
eight months to
two years given
Mrs. Natvig on a
perjury conviction
for her testimony
during a Commis-
sion hearing on the
renewal of Mr.
Lamb's license for his WICU-TV Erie, Pa.
In October 1954 she testified she had known
Mr. Lamb as a member of the Communist
Party during the 1930s and that she had
been a communist herself.
The following February Mrs. Natvig re-
canted that testimony, claiming she had
been coerced into making her earlier state
ments by the FCC and FBI agents. The
Commission had charged Mr. Lamb lied
when he claimed in previous applications
before the FCC that he had had no con-
nection with the Communist Party. In May
1955, a jury, before Judge Holtzoff, con
victed Mrs. Natvig of perjury for her testi-
mony during the FCC hearings.
Mrs. Natvig acknowledged last week be
fore Judge Holtzoff that her first testimony
before the FCC was "voluntary" and that
she was not "intimidated or coerced" by any
official of any government agency. In plac-
ing Mrs. Natvig on probation for two years,
the judge said he felt she refuted her first
testimony because she could not take the
strain of cross-examination. The cross-ex
amination went far beyond what would be
permitted under rules of practice in federal
courts, he said.
In December 1955 Hearing Examiner
Herbert Sharfman ruled that Mr. Lamb was
innocent of the charges he knowingly as
sociated with communists, recommending
that the WICU-TV license be renewed. The
Commission still has not issued a final de-
cision.
$320,000 WAPA-TV Sale
Among Approvals by FCC
WAPA-TV San Juan, P. R., was among
several sales approved by the FCC last
week. Winston-Salem Broadcasting Co. has
purchased the island station for $320,000.
Winston-Salem is licensee of WSGN-AM-
FM Birmingham, Ala., WLOW Portsmouth.
Va., and WTOB-AM-TV Winston-Salem,
N. C. Principals include President James
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*
Telecasting
May 6, 1957 • Page 77
Con You
No wonder wise ad men \ \i v.
"PICK 6"
in the
OMAHA Market!
WOW-TV
CHANNEL JL
BLAIR TV, Represenfaf/'ve
FRED EBENER, So/es Manager
A
MEREDITH
STATION
OMAHA,
NEBRASKA
GOVERNMENT
W. Coan (14.4%), general manager John
G. Johnson (12.6%) and 10 other Winston-
Salem residents.
Among other sales approvals were:
WPEO Peoria, 111., sold for $70,000 to
Merritt Owens, Robert E. Sharon, Kenneth
R. Greenwood and Lee Vaughn, who will
operate as Dandy Broadcasting Co. Mr.
Sharon and Mr. Greenwood are salesmen
at WHB Kansas City, Mo. Mr. Owens has
advertising interests and Mr. Vaughn is
an attorney.
WBOW Inc. has bought WBOW Terre
Haute, Ind., for $108,000. New owners are
Jerome W. O'Connor 70% and Thomas
L. Davis and Ray Freedman 13.4% each.
Mr. O'Connor owns WPFA Pensacola, Fla..
Mr. Davis is 50% owner of KLEE Ot-
tumwa, Iowa, and Mr. Freedman holds
advertising interests.
John Poole Broadcasting Co. has sold
51% of KBIF Fresno, Calif., to David T.
Harris and Ethan Bernstein for $40,800.
The station will be licensed to KBIF Inc.
Mr. Harris is manager of KWG Stockton,
Calif., and Mr. Bernstein is a salesman
with KMJ Fresno. Poole Co. is licensee of
KBIG Avalon and owns cp's for KBID-TV
Fresno and KBIC Los Angeles.
Sale of WQIK for $150,000
Filed by Macri With FCC
THE SALE of Carmen Macri's WQIK
Jacksonville, Fla., to Thomas Casey and
Marshall W. and wife Carol C. Rowland
for $150,000 was filed last week for FCC
approval. The sale is being made so that
Mr. Macri can buy WJHP-AM-FM that
city from the Jacksonville Journal. The sale
was filed two weeks ago for Commission
approval [B»T, April 29].
The Rowlands (he is a former WJHP
salesman-announcer) in turn, are selling
their WFBF Fernandina Beach, Fla., to Ed-
ward G. Murray for $60,000, plus the as-
sumption of $4,448 in notes. They also
hold a cp for WSIZ Douglas, Ga. Mr.
Casey, St. Mary's, Ga., businessman, is the
father of Mrs. Rowland.
A March 31 balance sheet for WQIK
showed an earned surplus of $13,659, cur-
rent profits of $1,802, total assets of $41,212
and total liabilities of $6,620. Independent
. WQIK is on 1280 kc with 1 kw day. Mr.
Macri also holds a cp for ch. 30 WQIK-TV.
Mr. Murray formerly was associated with
WRCV-TV Philadelphia and WTBO Cum-
berland, Md., and currently is a consultant
for Storer Broadcasting Co. Gross income
of WFBF for the 12 months ended Sept.
30, 1956, was $45,075 with a net profit of
$15,533. Earnings for the five months
ended Feb. 28 were approximately $1,300
per month. The station is an independent
on 1570 kc with 1 kw day.
Also filed for Commission approval was
the $100,000 sale of WAPL Appleton, Wis.,
one of the Bartell stations, to Connie Fors-
ter (40%) and Karl P. Baldwin, L. H.
Chudacoff and R. P. Beelen (each 20%),
all Appleton residents.
Miss Forster is general manager of WAPL
and holds four shares of non-voting stock
in the Bartell Stations (WAPL, WAKE At-
lanta. KCBQ San Diego, KRUX Glendale.
Ariz., and controlling interest in WMTV
[TV] Madison, Wis.).
The WAPL balance sheet, dated Feb. 28,
showed a net worth of $10,195 with a $6,-
395 surplus. Current assets were $22,931,
total assets $46,172 and total liabilities
$35,977. Current assets of the 1 kw day-
timer on 1570 kc will remain with Bartell.
Commission Grants 5 Permits
For New Am Radio Stations
FIVE construction permits for new am
radio stations were granted by the FCC last
week.
The grants were:
Panama City Beach, Fla. — Mel Wheeler,
1290 kc, 500 w daytime. Mr. Wheeler is
president, general manager and 25% owner
of WEAR-AM-TV Pensacola, Fla., and gen-
eral manager of WJDM (TV) Panama City.
Macon, Ga. — William H. Loudermilk,
900 kc, 250 w daytime. Mr. Loudermilk is
chief engineer at WEAS Decatur, Ga., and
owns a radio-tv repair service.
Manchester, Ga. — Radio Manchester Inc.,
1370 kc, 1 kw daytime. Co-owners are C. H.
Grider, 33.3% owner of WIMO Winder,
Ga., and WGSW Greenwood, S. C; George
B. Cook Jr., manager of WGSW; George T.
Burton Jr., salesman at WTRP La Grange,
Ga., and W. C. Woodall Jr., owner of
WDWD Dawson, Ga., 33.3% of WGRA
Cairo, Ga., 33.3% of WIMO and 50% of
WGSW.
Plymouth, N. C. — Harry A. Epperson Sr.,
1470 kc, 1 kw daytime. Mr. Epperson owns
WBRG Lynchburg, Va.
Grants Pass, Ore. — Grants Pass Broad-
casting Co., 1270 kc, 1 kw daytime. James
O. Wilson Jr. and Jim T. Jackson, an-
nouncers at KLAD Klamath Falls, Ore., are
Grants Pass owners.
4 Am Initial Decisions Issued,
One to Be Effective Immediately
FOUR initial decisions on am applications
were issued by the FCC the last fortnight.
The FCC made one effective immediately.
Examiner Thomas H. Donahue favored
the application of Jefferson County Broad-
casting Co. for 1270 kc, 5 kw daytime in
Pine Bluff, Ark. Examiner Donahue ruled
that the opposing application of Kermit F.
Tracy, for 1270 kc, 1 kw daytime in
Fordyce, Ark., would not provide the serv-
ice deemed desirable for economic distribu-
tion of facilities. The favored applicant will
serve a much larger population, providing
better public service, Examiner Donahue
said. Jefferson principals are Louis Alford,
Phillip D. Brady and Albert M. Smith,
owners of WAPF McComb, Miss., WMDC
Hazelhurst, Miss., and WABL Amite, La.
The FCC has made effective immediately
a hearing examiner's initial decision favor-
ing Stephenville Broadcasting Co. for a new
am in Tahlequah, Okla. Since no exceptions
(to the initial decision) were filed in the time
allotted for filing, Examiner J. D. Bond's
decision of March 28, 1957 [B»T, April 1]
was declared in force.
Stephenville owners are Galen O. Gilbert
and J. R. Kincaid, owners of KSTV Stephen-
ville and KTAN Sherman, both Tex.
Lawrenceville Broadcasting Co. was fa-
Page 78 • May 6, 1957
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Broadcasting
Telecasting
May 6, 1957 • Page 79
GOVERNMENT
vored by Examiner Annie Neal Huntting
for a new am in Lawrenceville, 111. The
applicant has asked for 1350 kc, 500 w day-
time. The examiner ruled that the need for
service in Lawrenceville outweighed the
need of proposed service by the competing
applicant for the same facilities in New-
burgh, Ind., Southern Indiana Broadcasters
Inc. The favored applicant will bring service
to a city and county that had been with-
out any station and with primary service
from only two stations, the examiner said.
Lawrenceville owners are Ray J., George R.
and Stuart K. Lankford.
Hearing Examiner Donahue has issued
an initial decision which favors the applica-
tion of Polk Radio Inc. for a new am station
in Lakeland, Fla. W. H. Martin (52% owner
of WMEN Tallahassee, Fla.) is 96.6% owner
of the application for 1330 kc, 1 kw day-
time in that city. The examiner decided
Polk's equity should protect its application
and made the grant over the protest of the
Broadcast Bureau.
Malco Applies for Two Uhfs
Within Week at Commission
MALCO THEATRES Inc., last week filed
its second and third applications at the FCC
for uhf channels within a week's time.
Two weeks ago Malco asked for ch. 40
in Columbus, Ohio [B«T, April 29]. The two
most recent filings were for ch. 36 in Daven-
port, Iowa (which is no longer allocated to
that city), and ch. 65 in Kansas City. Malco.
which formerly owned WEOA-WEHT (TV)
Henderson, Ky.-Evansville, Ind., and oper-
ates theatre chains in the Midwest, is prin-
cipally owned by M. A. Lightman.
For the Kansas City facility, the appli-
cant proposed 722 kw, antenna 278 ft.
above average terrain (atop the downtown
Waldheim Bldg.), $295,982 for construc-
tion costs and $250,000 for first year opera-
tion. In Davenport, Malco is seeking a
power of 23.32 kw and antenna 98 ft. above
average terrain. Construction costs were
estimated at $124,300 with $140,000 to be
spent for operation the first year.
The FCC deleted ch. 36 from Davenport,
replacing it with ch. 68, in the same action
that shifted ch. 8 from Peoria, 111., to Dav-
enport-Rock Island-Moline, 111. [B«T, March
4].
Also filed last week was an application
for ch. 5 in Weston, W. Va., by dark ch.
35 WJPB-TV Fairmont, W. Va.
Last December, the FCC changed the
educational limitation on ch. 5 (at the re-
quest of J. Patrick Beacom, owner of
WJPB-TV) and made it available for com-
mercial use [B»T, Dec. 24, 1956].
WJPB-TV asked for a power of 100 kw,
antenna 881 ft. above average terrain and
estimated his costs at $146,000 for con-
struction and $90,000 for first year opera-
tion. Mr. Beacom, mayor of Fairmont and
former member of the West Virginia legis-
lature, owns WBUT-AM-FM Butler, Pa.,
and 70% of WVVW Grafton, W. Va. He
said he would donate 25% of the station's
air time for educational programming.
FCC Can't Enforce Programs
Of 'Good Music', Says Examiner
"THE FCC does not and indeed cannot
decree, in effect, that 'Thou shalt play Bee-
thoven, not bebop'," Hearing Examiner
Herbert Sharfman ruled last week in recom-
mending that the sale of WGMS-AM-FM
Washington to RKO Teleradio Pictures Inc.
be reaffirmed.
The $400,000 sale was protested by
WGMS minority stockholder Lawrence M.
C. Smith in an effort to keep the stations
good music outlets. The sale first was ap-
proved by the Commission last July [B«T.
July 23. 1956], but was set for hearing fol-
lowing Mr. Smith's protest. RKO had taken
over WGMS-AM-FM, operating the am
outlet as a Mutual affiliate, but in Novem-
ber was ordered by the Commission to re-
turn the stations to the original owner. Good
Music Stations Inc.
Mr. Sharfman said that he, as much as
anyone, "is personally in favor of good
music, and the more good music the better."
He said, however, that while the lovers of
good music are numerous, they cannot
dictate the offerings of a station which pro-
poses an otherwise "unimpeachable" pro-
gram schedule.
U. S. High Court to Decide
On Benny Parody of 'Gaslight'
THE question of whether a parody of a
copyrighted work violates the copyright laws
was taken up last week by the nation's high-
est court.
At the request of comedian Jack Benny,
his sponsor, the American Tobacco Co.. and
CBS, the U. S. Supreme Court agreed last
week to decide the issue. The case stems
from a parody of the motion picture "Gas-
light" written for Mr. Benny's radio and tv
programs on CBS.
The Benny program, titled "Autolight,"
was carried on radio. Lowe's Inc., which
owns the motion picture rights for "Gas-
light," obtained a restraining order from the
Federal District Court in Los Angeles pre-
venting a telecast of the parody. Last Jan-
uary, the U. S. Court of Appeals in San
Francisco upheld the district court's ruling
[B«T. Jan. 7]
Mr. Benny, American and CBS, in asking
for a review, claimed the art of parody is as
old as literature itself. The lower court's rul-
ing, they argued, "will have a stifling effect
on parody and burlesque . . . and authors of
parodies . . . will have no alternative but to
abandon their art."
Storer's Manchester Buy
Has New Hurdle to Clear
A NEW factor entered the Storer Broadcast-
ing Co.— WMUR-TV Manchester, N. H.
case last week when the FCC indicated that
a hearing is necessary on WMUR-TV's re-
quest for license renewal and an application
for a new tv station on the same channel.
McFarland letters were sent to Storer,
WMUR-TV and Tv for New Hampshire
Inc., which has applied for ch. 9 in Man-
chester, asking them to tell why a hearing
should not be held to determine the ap-
Broadcasting • Telecasting
% DAV/S
Never mind the uranium, Charlie, wait 'til you hear what's happening at WPTR.
Page 80 • May 6, 1957
-
PRODUCERS STALL FCC HEARING
:llicant best qualified to operate a tv station
:o ch. 9. An earlier McFarland letter was
■nt to the principals [B»T, Feb. 18] in the
de of WMUR-TV to Storer and an applica-
on to move its antenna-transmitter location.
In the first letter, the Commission raised
iree questions: (a) conflict with table of
[(locations in moving the Manchester sta-
on to Boston; (b) the suitability of the
roposed antenna site (whether or not there
;'ill be a shadow area in Manchester), and
}p) concentration of control (Storer would,
ne FCC said, own tv stations in the fifth,
xth and ninth markets in the U. S.). The
ffecond letter said that since WMUR-TV's
ew transmitter site is 30.5 miles from Man-
hester (and only 20 miles from Boston) and
V for New Hampshire's site is 6.6 miles
rom Manchester, a comparison of the areas
nd populations proposed to be served will
eed to be made.
All phases of the case would be taken up
i one hearing, the Commission said.
, In filing its application for ch. 9 early in
larch, Tv for New Hampshire vigorously
rotested the sale of WMUR-TV to Storer
n the grounds the station would become
J Boston outlet. Tv for New Hampshire
aid it had made a bona-fide offer to pur-
hase the station, but failing in this, would
Tosecute its application to keep ch. 9 as
Manchester outlet.
Westinghouse Broadcasting Co., licensee
f WBZ-AM-TV Boston, was one of several
s 'thers who filed protests against the Storer
r#uy.
WPFH (TV) Asks Dismissal
Of WIP-AM-FM's Protest
\PFH (TV) Wilmington, Del., has told
:he FCC that WIP-AM-FM Philadelphia
acks standing to protest the move of
VPFH's transmitter seven miles closer to
'hiladelphia.
The Commission in March authorized the
nove from 22 miles outside Philadelphia
vithout a hearing and WIP has requested
he change be stayed pending further hear-
ng. WPFH said the protest should be dis-
missed as "frivolous and insubstantial" and
isked that, in the alternative, immediate
pral argument on the grant be held. The
ration can better meet its commitments and
•erve the public from the new location,
"WPFH said.
WIP charged the grant is not in the pub-
ic interest because it will deprive Wilming-
on of its only local tv service and add a
:ourth station to Philadelphia. The subse-
quent result would divert "advertising rev-
;nue that would otherwise accrue to WIP,"
:he protestant said.
At the time the move was authorized,
Jie FCC also approved the purchase of
ttTFH and WIBG-AM-FM Philadelphia
oy Storer Broadcasting Co. for $5.6 million
from Paul F. Harron and associates [B»T.
April 1].
Clayton Named to FCC Post
THE FCC has announced the appointment
at Frederick W. Clayton to its Common
Carrier Bureau as assistant chief. Mr. Clay-
ton has been a member of the Nevada Pub-
lic Service Commission the past four years.
Broadcasting • Telecasting
Id
A PUBLIC hearing scheduled by the FCC's
special Network Study Committee was
stalled last week in New York when seven
independent tv program producers chal-
lenged the jurisdiction of the Commission
over their business [B*T, April 29]. The
hearing was recessed until later this month.
The delay in proceedings started with the
failure of the producers to appear person-
ally Wednesday at the Federal Court House
in Foley Square, New York, before James
D. Cunningham, FCC chief examiner, on
order of a subpoena obtained by the FCC.
Instead, their counsel filed a motion to
quash the subpoena. Arguments against
quashing the court order were presented
Thursday by the FCC Network Study Com-
EXAMINER CUNNINGHAM
HIS WITNESSES WERE RELUCTANT
mittee counsel, but at that point, attorneys
for the producers requested — and obtained
— permission from Examiner Cunningham
to recess the hearing so that they might have
the opportunity to study the transcript of
the arguments. The producers were granted
through May 17 to submit formal briefs on
their motion and the presiding officer indi-
cated the hearing would be rescheduled
shortly thereafter in Washington.
The FCC has been investigating network
operations since September 1955 through
a committee directed by U. of Cincinnati
Law School Dean Roscoe R. Barrow. The
decision to hold a public proceeding was
based on the refusal of some interests — in-
cluding producer-distributors — to supply re-
quested data voluntarily. Among those sub-
poenaed were Harold L. Hackett, president
of Official Films; John L. Sinn, president of
Ziv Television Programs; Michael M. Siller-
man, executive vice president of Television
Programs of America; Ralph M. Cohn. vice
president-general manager, Screen Gems;
MCA-TV Ltd. (Music Corp. of America)
and Charles Miller, secretary of Revue
Productions, MCA subsidiary', and Harry
Fleischmann. president of Entertainment
Productions Inc. Other industry interests
are expected to be subpoenaed later.
FCC's study seeks to determine if net-
work operations promote or interfere with
free competition in radio-tv broadcasting.
According to the Commission, most industry
businesses have supplied the FCC with data
voluntarily, and the public hearing was de-
cided upon when the needed documents
were not supplied. The study group's ap-
propriation expires June 30.
On the opening day of the hearing
Wednesday, Paul A. Porter, counsel for
Screen Gems and spokesman for the other
six film companies, indicated that the pro-
ducers objected largely to the Commission's
demand for information of a financial na-
ture, including the costs of programs pro1
duced since 1952 and the prices paid by
networks and stations.
In the motions to quash the subpoenas,
which were substantially the same for all
companies, the respondents' main arguments
cited were: the lack of Commission author-
ity to investigate program producers and
distributors; the "unreasonableness of board
subpoena demands for purposes of a genu-
ine investigation"; the lack of relevance of
the data requested to a network investiga-
tion; "the oppressiveness" of the subpoena,
requiring the collection of various types of
documents, some located in different parts
of the country.
In asking that the motion be dismissed
and the subpoenas upheld. Ashbrook P.
Bryant, counsel to the FCC Network Study
Committee, cited court decisions to prove
his contention that the FCC was not acting
"arbitrarily." He claimed that for the "law-
ful purposes" of this investigation the FCC
is empowered to seek the data it requires,
either by questionnaire or by subpoena, if
necessary. He referred to Section 403 of the
Communications Act as granting "broad
powers" to the Commission, applicable to
the present inquiry.
Mr. Bryant argued that a government
agency is entitled to obtain subpoena for
"lawful demands" and said relevancy can-
not rightfully be raised as an issue unless it
is proved that the demands are "plainly ir-
relevant." He insisted that program pro-
ducers are an integral part of a network
broadcasting inquiry, since each of the com-
panies involved supplies (or has supplied)
programs which the networks telecast.
Vertical Fm Polarization
Authority Asked by McNary
AMENDMENT of FCC rules to permit
vertical polarization of fm station signals
was proposed by James C. McNary, con-
sulting engineer, to promote use of auto-
mobile fm radios. With interest in auto
fm increasing [B»T, April 8], the use of
vertical polarized signals would provide
more efficient reception by conventional auto
whip antennas, he said.
Present rules authorize circular and
elliptical polarization of fm waves on an
optional basis, with horizontal polarization
as standard. Mr. McNary recommended
that Sec. 3.316(a) be amended to read as
follows, "Antenna Systems (a). It shall
be standard to employ horizontal or vertical
polarization." A change in Sec. 3.333 would
be required.
May 6, 1957 • Page 81
GOVERNMENT
Tv Rulemaking Pleas
On Shifts Flood FCC
COMMENTS, proposals, counter proposals
and petitions for new rulemaking flooded
the FCC last week in allocation proceedings
stretching from California to Maine. And,
there are many more to come as deadlines
were extended and new cases were opened.
Although the Commission extended the
time for comments on the proposal to shift
ch. 8 from New Haven, Conn., to Provi-
dence-Fall River-New Bedford (the latter
two cities in Massachusetts), this controver-
sial question received the most replies last
week. The deadline was extended (at the
request of WMTW [TV] Poland Spring,
Me.) from April 30 until 20 days after the
Commission acts on a petition by WRGB
(TV) Schenectady, N. Y., for reconsidera-
tion of the shift of its ch. 6 to Syracuse,
N. Y.
The New Haven channel would be re-
placed by ch. 6, now assigned to New
Bedford, and is dependent on the final move
of ch. 6 from Schenectady. The majority of
the comments filed were on the basis that
any grant of ch. 8 at the proposed location
would actually be for a Providence station.
Triangle Publishing Co., licensee of ch. 8
WNHC-TV New Haven (which will be re-
quired to shift to ch. 6 under the proposal),
said that it had no objections providing a
suitable transmitter site can be found. Tri-
angle asked that an amendment be included
in any action to cover the possible unavail-
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exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
ability of a satisfactory new transmitter site
for WNHC-TV.
WHIM Providence said it is essential that
a market the size of Providence have a
minimum of three local services and that
it will apply for ch. 8 if allocated there.
Capitol Tv Corp. (Harry Pinkerson) said
that the limitation of Providence to two local
services is "manifestly unfair" but favored
the assignment of ch. 3 instead of ch. 8.
Ch. 16 WNET (TV) Providence felt the
assignment should go to Providence alone;
asked that the educational reservation there
be changed from ch. 36 to ch. 16, and that
its cp be changed to specify operation on
ch. 8. ABC also said that the new ch. 8
assignment should be for Providence as an
individual city. ABC said Providence is the
country's largest metropolitan area without
at least three equal facilities.
Ch. 12 WPRO-TV Providence opposed
the change on the grounds that "there are
serious engineering problems present with
respect to this proposal . . . which would
appear to militate against adoption of the
plan." Two of the three applicants for ch. 6
in New Bedford — E. Anthony & Sons Inc.
and George F. Wilson — also opposed the
proposal. They questioned the availability
of a transmitter location for ch. 8 in the
area and said that it would exclude local
service to the 541,000 citizens of south-
eastern Masschusetts.
RKO Teleradio Pictures Inc., licensee of
WNAC-TV Boston, said that the change
would place its ch. 7 station at a competitive
disadvantage with other Boston stations by
limiting its power, antenna height and trans-
mitter location.
The proposal to move ch. 8 Muskogee,
Okla. (KTVX [TV]), to Tulsa was favored
by that station and ABC, while three Tulsa
stations opposed the move. KTVX claimed
that Muskogee is incapable of supporting
a vhf station; that it is at a disadvantage in
competing against Tulsa stations for adver-
tising, and that the change would provide
a third competitive facility for Tulsa.
Arthur R. Olson, owner of dark ch. 17
KSPG (TV) Tulsa, said that he would have
applied for ch. 8 in the first place if it had
been allocated to Tulsa. He charged that the
operators of KTVX have "engaged in a
pattern of inconsistent, misleading and in-
correct representations to the Commis-
sion . . ." and asked that if ch. 8 is reallocated
to Tulsa, KTVX be assigned a uhf channel
in Muskogee.
Tulsa's two operating v's, KVOO-TV and
THE FIRST group of American women
broadcasters to tour Russia received a
briefing Monday at the White House
shortly before leaving the U. S. to present
the first American fashion show ever seen
in Russia. The tour of seven countries
was arranged by Bea Johnson, KMBC-
AM-TV Kansas City. Howard Pyle, ad-
ministrative assistant to President Eisen-
hower, received the group at the White
House.
Left to right: Paige Palmer, WEWS-
TV Cleveland; Jean H. Harden, Bausch
& Lomb Optical Co., writer-broadcaster;
Mary Lou Rankin, KFH Wichita, Kan.;
Eleanore Pagnotti, WPTS Pittston, Pa.;
Leona Knight, WSPD-AM-TV Toledo,
Ohio; Mildred Alexander, WTAR-AM-
TV Norfolk, Va.; Bernice Hulin, WOI-
TV Ames, la.; Mary Couper and Jean
Loach Couper, WXYZ-TV Detroit; Miss
Johnson, and Mr. Pyle.
Not in photo: Lou Atzenweiler, Atzen-
weiler Studios, Kansas City; Jane Burns,
MacDougalls of Inverness, New York
and London; Ruth Gallagher, Dept. of
Agriculture; Dorothy Larsen, Knox,
Kornfeld & Smith, Public Relations, Den-
ville, N. J.; Martha McClung Roberts,
KHSL-AM-TV Chico, Calif.; Florence
Rosenfeld, WAKR-AM-TV Akron, Ohio;
Winifred Seymour, WBET Brockton,
Mass.; Warner Untersee, INS Kansas
City, Dale Stepp Helmers, KMBC Kan-
sas City, and Sherrill Thrailkill, Liberty,
Mo.
KOTV (TV), claimed that KTVX has been
operating as a Tulsa station all along with
a bare minimum of equipment and personnel
in Muskogee. KVOO-TV said that the
change would not result in any "additional
service from any additional stations to any
additional people."
One "yea" and one "nay" were filed on
rulemaking to assign ch. 10 to Presque Isle.
Me., first proposed by Northeastern Broad-
casting Co. WTWO (TV) Bangor, Me., sup-
ported the proposal because, it said, the im-
portance of Presque Isle and its continuing
growth supports the need for competitive
tv service there.
Ch. 8 WAGM-TV Presque Isle said that
the proposal would not increase the efficient
use of the spectrum as stated by North-
eastern. WAGM-TV pointed out that ch. 19
is available in Presque Isle, but Northeastern
Page 82 • May 6, 1957
Broadcasting • Telecasting
s not applied for it. The station made a
unter prosposal that ch. 10 be allocated to
adawaska. Me., which has no assigned
annel.
The Commission set back two other dead-
es for comments on proposed rulemaking,
i a petition by KXO El Centro, Calif., the
aril 30 deadline for comments on the
ift of ch. 13 (KYAT [TV]) from Yuma.
z., to El Centro was extended until May
Interested parties now have until May
to give their views on the shift of educa-
mal ch. 10 from Pullman, Wash., to Mos-
w, Idaho, or ch. 12 from Coeur d'Alene
, Moscow. This deadline also was originally
aril 30.
I One rulemaking shift was finalized last
pek when the Commission shifted ch. 31
r>m Kokomo. Ind., to Marion, Ind., with
lokomo getting Marion's ch 29. This move,
!th no objections filed, was made so that
.15 WANE-TV Ft. Wayne, Ind., could
!ove its transmitter to a site within the city
bits of Ft. Wayne.
The Commission invited comments on the
llowing rule-making proposals by June 3:
By Sarkes Tarzian Inc. (WTTV [TV]
loomington, Ind.) to assign ch. 13 to Cart-
(Marion County), 111., in the south-
:ntral part of the state.
By ch. 22 WSIL-TV Harrisburg, 111., to
locate ch. 8 there in lieu of ch. 22.
, By WCIL Carbondale, 111., to assign ch. 3
I that city.
Rulemaking petitions filed with the FCC:
Proposal by Liberty Tv Inc. to make
■lucational ch. 9 Eugene, Ore., available for
)mmercial use and allocate educational ch.
3 at Corvallis, Ore., for the hyphenated
orvallis-Eugene area.
I Four Corners Broadcasting Co. request
iat ch. 12 be assigned to Farmington,
. M. Farmington Broadcasting Co. also
is asked that the same channel be assigned
?iiere.
j Ch. 3 KMTV (TV) Omaha, asked that
\. 8 be substituted for ch. 3 in Ainsworth,
eb., because, KMTV said, the use of ch.
in Ainsworth would cause interference to
i>ur existing stations. Ch. 3 was allocated
> Ainsworth March 28.
Request by O'Neill Broadcasting Co. that
i. 17 be assigned to Bakersfield, Calif.
'Neill also said that it supported a proposal
/ ch. 29 KBAK-TV Bakersfield that ch. 10
^ERO-TV) there be replaced with ch. 39,
taking city all uhf.
Finally, a proposal by ch. 1 1 KTNT-TV
jattle-Tacoma that ch. 2 be assigned to
ortland, Ore. KTNT-TV noted that the
CC last November asked for comments on
proposal by ch. 21 K VAN -TV Vancouver,
rash., that ch. 2 be assigned to Vancouver;
iat on Jan. 4 further comments were asked
a a proposal made by Altru Broadcasting
o. (applicant for ch. 33, Longview, Wash.)
) assign the vhf facility to Longview, and
iat Grays Harbor Tv Inc. has requested
he same facility for Aberdeen, Wash.
KTNT-TV claimed that the other three
tes have neither the need nor the resources
' support a vhf station.
Uhf Granted at Victoria, Tex.;
Educational Vhf in Oregon
THE FCC last week granted construction
permits for a new commercial tv station
in Victoria, Tex., and a new educational
tv outlet in Corvallis, Ore.
Alkek Television Co. was granted uhf
ch. 19 in Victoria. The station will have
an effective radiated power of 20 kw visual,
10.7 kw aural and its antenna is to be 321
ft. above average terrain. Construction costs
are estimated at $190,500 and first year
operating costs at $70,000. Albert B. Alkek,
majority owner of KNAL Victoria, is owner
of the permittee.
The State of Oregon, through the State
Board of Higher Education, is permittee for
vhf ch. 7 in Corvallis. The station plans
an effective radiated power of 28.8 kw
visual, 2.5 kw aural and an antenna height
of 1,210 ft. above average terrain. Con-
struction costs are estimated at $180,000
and first year operating costs at $100,000.
The studio will be located on the State Col-
lege campus.
Commission Denies KIK1 Protest
JUST one week after oral argument [B»T,
April 29], the FCC last week denied a pro-
test by KIKI Honolulu of the grant of a
new am station in Honolulu to Kaiser Ha-
waiian Village Radio Inc. (KHVH).
Comrs. John C. Doerfer and Robert E.
Lee did not participate in the decision.
BRILLIANT
PERFORMANCE
That happy glow (limelight?) in Precision's. corner
is simply the radiance of a solid reputation for
sound, careful and accurate . film processing.
V/otta performer.
Precision is the pace-setter in film processing. In
the past, Precision found techniques to bring the
best out of black and white or color originals.
In the present, facilities are the profession's very
best for ariyof your processing needs.
And, in the future, Precision will; as usual, be
first again (depend on it) with the newest
developments to serve you better.
you'll see
and hear
RO ADC A STING
Telecasting
May 6, 1957
Page 83
FILM
U-l to End Holdout, Release Films to Tv
UNIVERSAL-INTERNATIONAL, one of
the last two Hollywood studios that had re-
fused to make its feature film backlog avail-
able to tv, has changed its mind. Within the
next month, it was learned last week, U-I is
expected to announce the leasing of 500 of
its pre- 1948 films at a price of over $20
million.
The prospective lessee was not identified
by U-I officials in New York, but the
studio assuredly will assign the $20 million
lease to a film distributor. Mentioned most
frequently in trade circles last week was
Seymour Weintraub's Flamingo Films Inc.
It also is reported that station owner Mr.
Weintraub (KMGM [TV] Minneapolis) may
be negotiating on behalf of Westinghouse
Broadcasting Co. and Storer Broadcasting
Co. stations.
U-I will "definitely not sell outright" but
lease to tv, the film company officials said.
Privately, some of these officials have
"viewed with alarm" the actions of Warner
Bros, in "cleaning out its closet" for tv.
They feel that in the long run, tv will profit
as Hollywood loses its hold on revenues.
Milton Rackmill, U-I president, told stock-
holders April 9 that the company would not
sell its product, but would rent it to the
company making the best offer. In the past
90 days, there have been 10 such offers, all
of which have been listened to by U-I in
"dead earnest," according to one of its
officers who requested anonymity.
Unlike other Hollywood "majors," namely
20th Century-Fox Film Corp. and United
Artists, which have released their libraries
in blocks of 39 films, U-I will lease the
entire library to one lessee or party of lessees
for a period of not less than 7 years.
MR. HULT
Hult Named Sales Consultant
For RKO Television Division
ADOLF N. HULT, veteran network radio
and television sales executive, has been re-
tained by RKO Teleradio Pictures Inc. as
a special consultant
on national sales
for RKO Tele-
vision Div. [Closed
Circuit, April 29],
Robert M a n b y,
RKO vice presi-
d e n t, announced
Tuesday.
Mr. Hult, who
has resigned as di-
rector of sales de-
velopment for
Screen Gems, di-
vision of Columbia
Pictures Corp., immediately will begin serv-
icing RKO. He formerly was vice president
for sales and a member of the board of
MBS, with which he was associated from its
founding in 1934. Mr. Hult will concentrate
on special film and live programming now
being developed by RKO for national adver-
tisers.
AAGM-TV Reports Business Good;
$300,000 Sold, $175,000 Coming
BUSINESS at MGM-TV's film commercial
division is good; reportedly $300,000 worth
since its formation in February, with ap-
proximately $175,000 in the works.
The latter figure represents about 1 1 bids
now in by MGM-TV to advertisers and/or
their agencies.
MGM-TV currently is in the process of
completing films for the following adver-
tisers (agencies in parentheses): Lux Soap
(J. Walter Thompson Co.); Maybelline Co.
(Gordon Best); Pure Oil (Leo Burnett);
Langendorf Bread (Compton Adv.) and an
industrial film for the Idaho Potato Industry
(McCarty Co.).
Completed within the 90 days since MGM
set up a shop for filmed commercials, were
commercials for these advertisers: Jacob
Ruppert Brewery's Knickerbocker beer
(Warwick & Legler) [B»T, April 15]; Helene
Curtis Shampoo (Gordon Best); Standard
Oil of Indiana (DArcy); Formfit Co. (foun-
dation garments and brassieres) (MacFar-
land, Aveyard & Co.), and Alemite Div. of
Stewart-Warner Corp. (lubricating systems,
lubricants, motor oil) (also MacFarland,
Aveyard).
Loew's Nets $2.7 Million
For 28 Weeks Ended March 14
LOEWs Inc. and subsidiaries last week re-
ported a $2,729,248 net profit after taxes
for the 28 weeks ended March 14. This
compared to $1,889,843 for the comparable
period a year ago. Profit was equal to 51
cents per share as against 36 cents a share
for the previous year's period. Gross sales
and operative revenues hit more than $87.2
million, compared to more than $87.4 mil-
lion for the year previous.
For the 16 weeks ended March 14, Loew's
had a net profit of $983,923 compared to
$1,641,682 for that period last year. Joseph
R. Vogel, president of Loew's, which has
motion picture facilities and theatres, said
the lower earnings for the 16 weeks was
caused by disappointing box office returns
for motion pictures it distributed. Loew's
Inc. owns MGM-TV, a division that is active
in the leasing of the MGM feature backlog,
in the making of tv film commercials, has
part ownership in several tv stations and is
producing films for tv.
Gross-Krasne Takes More Space
GROSS-KRASNE Inc., Hollywood, has
started a $100,000 expansion program with
purchase of additional buildings for studios
and offices. The film firm has bought the
MelVan Theatre Bldg. of Melrose Blvd. to
convert into a 10th sound stage and build-
ings at Melrose and Irving Blvd., near the
home lot, to be remodeled as offices.
NETWORKS
'Courage' Did the Job,
Says CBS Radio's Hayes
"COURAGE" is the key word to explain
the recovery of CBS Radio daytime sales
from last June, when network time (10-
3:30) was only 40% sold, to today, when
it is more than 90% sold, CBS Radio Presi-
dent Arthur Hull Hayes said Thursday in
an interview during a flying visit to the net-
work's Hollywood offices.
"It took courage to go ahead with pro-
gramming the most expensive kind of day-
time programming like serials, Godfrey and
Linkletter at a time when many people were
willing to write network radio off as fin-
ished." Mr. Hayes said. "It took courage
to embark on new sales concepts — split spon-
sorship in the daytime, segmentation a:
night. It took courage to expand our sales
force. But we did those things and doing
them has paid off handsomely."
It paid off first, Mr. Hayes noted, in
bringing back to radio what he described
as "deliberate advertisers," companies like
Colgate-Palmolive and Lever Bros., who
don't buy on impulse but because they have
studied the situation and asked questions
and got satisfactory answers and are con-
vinced before they sign a contract that what
they are buying is good advertising that
will sell their products.
"Such advertisers are bellwethers," he
said. "They were the first to get into tele-
vision and, as tv costs rose and rose, they
began to curtail their radio appropriations.
This made it necessary for us to do some
revamping on bur own until we are now
offering the best buy that was ever obtain-
able from radio, even during its so-called
heyday. Now the deliberate advertisers are
coming back to radio, and the others are
following them back just as they followed
them away."
What has happened in daytime radio at
CBS is going to be duplicated in the eve-
ning hours, Mr. Hayes believes, he said that
it is too early to be positive about the effects
of the new impact plan and the "new and
more realistic rates," but he called the $1!
million order from Kent cigarettes and the
new Postum business "extremely encourag-
ing signs."
Feeney Promoted at CBS-TV
HARRY J. FEENEY, currently trade news
editor, has been promoted to the newly-
created post of
manager of trade
and business news.
CBS Television
press information
effective last week
The announcement
was made by
Charles J. Oppen-
heim, director of
information serv-
ices, CBS-TV. Mr
Feeney joined CBS-
TV press informa-
tion in his former
position in April 1956.
Page 84 • May 6, 1957
Broadcasting • Telecasting
SIGNING a contract for WWL-TV
New Orleans to become an intercon-
nected primarily affiliate of CBS, effec-
tive about Aug. 1, are (1 to r): Edward
P. Shurick, CBS vice president and di-
rector of station relations; W. H. (Slim)
Summerville, WWL-TV general man-
ager, and the Rev. A. B. Goodspeed,
S. J., treasurer of Loyola U., which
owns and operates WWL-TV.
Nielsen 1957 Study Indicates
Tv Audience at 'All-Time High7
NETWORK television's audience in 1957
has been at "an all-time high with every
i month of the year to date exceeding the pre-
ceding year's comparable month's audience,
[according to figures released last week by
the Television Bureau of Advertising.
TvB's figures, compiled from data pro-
vided by the A. C. Nielsen Co. (January
through March each year), also showed that
while the average daytime television adver-
tiser reached 9% more homes in 1957 than
1956, the average evening television ad-
vertiser reached 20% more homes. The
average network program, TvB reported,
reached more than 1.5 million homes per
broadcast in 1957 than 1956. The average
increase for weekday daytime programs were
283,000 homes.
TvB noted that the average evening pro-
gram increase — 1957 over 1955 — was 41%
and the average weekday program increase
—1957 over 1955— was 28%.
NETWORK TV AUDIENCES
1955-1956-1957
(January through March each year, Nielsen total
audience basis)
Average evening program
1955 (141)
1956 (137)
1957 (129)
Rating
(PSB)
23.7%
24.5
25.3
Homes
(add 000)
6463
7593
9115
Average weekday daytime program
1955 (49)
1956 (51)
1957 (54)
10.4%
10.6
10.1
2805
3297
3580
1957-1956
per c nt
change
Plus 20
Plus 9
(Number of programs shown in parentheses.)
NBC-TV Not to Renew Writers
NBC-TV New York has confirmed that it
has not renewed the one-year contracts of
several "name" writer-producers on its Hol-
lywood staff but denied this signifies a new
Broadcasting • Telecasting
program policy change by Executive Vice
President Robert Kintner. The decision was
made last December. Not renewed were
Ellion Lewis, Leo Soloman, Milt Josephs-
berg and Carroll Carroll. NBC-TV noted
recent Hollywood staff additions include
Norman Panama, Mel Frank, Tom Mc-
Knight and Jack Chertok.
NBC Radio Billings for Week,
New and Renewal, $700,000
NEW and additional participation sched-
ules amounting to $700,000 net, including
a major 52-week campaign for General
Mills, were purchased on NBC Radio by
six sponsors in the week ending April 29,
according to William K. McDaniel, vice
president, NBC Radio sales.
Advertisers placing new orders were: Gen-
eral Mills Inc., through Dancer-Fitzgerald-
Sample, 10 one-minute and 10 30-second
participations in Bob and Ray and new
Fibber McGee and Mollie segments on
Monitor each weekend for 52 weeks starting
June 1; Princeton Knitting Mills Inc.,
through Ehrlich, Neuwirth & Sobo Inc., its
first network radio buy, 10 Bob and Ray
segments on Monitor for seven weeks
starting July 20; Columbia Pictures Corp.,
through Donahue & Coe, 1 1 one-minute
participations in NBC Bandstand, People
Are Funny, and Monitor over three-week
period starting June 24. Time Inc., through
Young & Rubicam, has ordered two partici-
pations in Conversation; Ex-Lax, through
Warwick & Legler, has ordered one partici-
pation in The Great Gildersleeve, People
Are Funny, One Man's Family, and Moni-
tor each week for 34 weeks starting April
30. Evinrude Motors, through Cramer-Kras-
selt Co., Milwaukee, has extended its Moni-
tor schedule of five one-minute participations
a weekend for three weeks effective June 21.
These orders are in addition to the re-
cently announced sale of one-quarter spon-
sorship of NBC Radio's News on the Hour
(story page 66), and brings to $1.3 million
the net revenue recorded by NBC Radio in
one week.
Leonard Hole, NBC-TV Head
Of Program Development, Dies
FUNERAL services were held in New York
Friday for Leonard H. Hole, 49, director
of program development for NBC-TV and
a veteran of more
than 25 years of
television and radio
production, direc-
tion, writing, pro-
gramming and ad-
ministration. Mr.
Hole died Tuesday
morning in New
York after a long
illness.
Besides his duties
as director of pro-
gram development,
- Mr. Hole had
served this season as NBC production su-
pervisor for the Perry Como Show and
Washington Square. He joined the network
in 1950 as program procurement supervisor
MR. HOLE
Measuring markets by
metropolitan data? Bet-
ter take another look at
Salt Lake . . . It's greater
than you think. Salt
Lake is more than a city,
it's a vast marketing area
unified by powerful KSL
radio ... a market with
greater retail sales than
St. Louis or Baltimore.
Get this Great Salt Lake
story from your CBS
radio spot sales repre-
sentative.
KSL radio
50,000 WATTS FOR CBS IN
THE MOUNTAIN WEST
May 6, 1957- • Pager 85
i
and production manager of NBC-TV. In
1952 he became director of production for
both NBC Radio and NBC-TV, and in 1955
was appointed to his last post.
Before going to NBC Mr. Hole served
with Allen B. DuMont Labs, and CBS. He
held the rank of lieutenant (senior grade)
in the U. S. Navy during World War II.
KNX-CPRN Departments Merged
PROGRAM and operations departments
of KNX Los Angeles and the Columbia
Pacific Radio Network have been consoli-
dated under supervision of Robert P. Sut-
ton, program director, KNX-CPRN, follow-
ing the promotion of Maurie Webster, oper-
ations director, to general sales manager
[B«T, April 22]. Concurrently, Robert
Lloyd, who had been Mr. Webster's assist-
ant, was appointed KNX-CPRN production
manager.
WWIN Baltimore to Join ABC
WWIN Baltimore will become an affiliate of
the ABC Radio Network effective June 1,
it was announced last week by Thomas F.
McNulty, president of Belvedere Broadcast-
ing Corp., and Edward J. DeGray, vice
president in charge of station relations for
ABC. WWIN operates with 250 w on 1400
kc. The ABC affiliate there has been WFBR.
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
RADIO WEEK PROMOTION BEGINS
NATIONAL Radio Week opened yesterday
(Sunday) with more than 3,000 stations
joining the national networks, political,
manufacturing and distributing groups in a
week packed with promotional events.
The 1957 observance is backed by inten-
sive preparation far surpassing that of any
past year. NARTB is working with Radio-
Electronics-Tv Mfrs. Assn., National Ap-
pliance & Radio-Tv Dealers Assn. and Ra-
dio Advertising Bureau in a series of events
designed to make the entire nation aware of
radio's part in the national economy.
W. R. G. Baker. General Electric Co.,
RETMA president, stated that more radios
are now being made and sold than at any-
other time since the immediate postwar pe-
riod. "This is indicative of the vitality of
this medium of information and entertain-
ment and the continuing advancement in
the design of radio receivers," he said.
"Radio, whose demise was prematurely
predicted when television made its debut, is
remarkably healthy today. The average
household has adjusted to the dual attrac-
tions of radio and tv, and the outdoor radio
— both portable and auto set — was never
more popular. Set production is running
10% ahead of last year and 1956 was re-
corded as one of the three best years in
radio history — exceeded only during the
pent-up demand of the years after World
War II when production rose to 20 million
sets in one year. Auto radio production is
20% ahead of last year. Today there are
nearly 150 million radio sets in the nation."
Members of Congress responded with en-
thusiasm to an NARTB request that they
point up Radio Week in their broadcast ac-
tivities and send messages to radio stations
in their districts and states, according to
Joseph M. Sitrick, NARTB special projects
director.
Nearly 30,000 special window streamers
were displayed by distributors and dealers,
with RETMA's public relations-advertis-
ing committee in charge. Julius Haber,
RCA, committee chairman, was in charge
of distribution of publicity-promotion kits,
the "Give-a-Radio" campaign and coopera-
tion with broadcasters. Times Square, in
New York, became Radio Square for a
week.
In Philadelphia, representatives of 10
stations met with Mayor Richardson Dil-
worth to start off the observance with a
"May Is Radio Month" proclamation. A
slogan in jingle form, "All through your
home and on the go, you get much more
from radio," is being featured thousands of
times during the month.
Kevin Sweeney, RAB president, chided
broadcasters who complain radio is taken
for granted by the public. "All too often,"
he said, "the real fault lies with the broad-
caster himself who — through lack of promo-
tion and too infrequent contacts with the
audience at large — encourages the lay pub-
lic to take his service for granted. Here's an
opportunity to familiarize everyone in your
signal area with the many contributions,
commercial and altruistic, which are made,
often too humbly, every day of the year.
Station Representatives Assn. announced
last week that Managing Director Lawrence
Webb will make two appearances as guest
speaker during radio week. On Wednesday
he will address the Assn. of Broadcasting
Executives of Texas in Dallas, the first regu-
larly scheduled dinner meeting of this newly
formed association. On Thursday he will ad-
dress a luncheon meeting of the Radio &
Television Executives Club of Houston. He
will speak at both occasions on "This Busi-
ness of Radio. 1957."
In the first of a series of National Radio
Week addresses being made by executives
of RAB, John F. Hardesty, RAB vice pres-
ident and general manager, warned adver-
tisers last week that they must update their
thinking on the selection of radio time seg-
ments if they would keep apace of "the
tremendous advances they have made with-
in the past year in the field of producing
creative and highly-effective radio commer-
cials." He spoke before the Minneapolis
Advertising Club Wednesday.
Mr. Hardesty pointed out that too many
agencies are still in the "copy cat" race of
attempting to place all of their clients' an-
nouncements within a four-hour span within
the broadcast day — 7-9 a.m. and 5-7 p.m.
"These periods are no longer considered
primary time," he said, "by those who have
made a study of the aural medium and
kept abreast of the past changes which have
occurred in listening habits within a rela-
tively short time."
No Bad Segments Today
Mr. Hardesty claimed that "today there
is really no segment of the broadcast day
which can be considered bad." He said new
studies of audience patterns "will readily
substantiate this statement." He cited the
fact that many advertisers interested in
reaching only the important distaff market
are unaware of the fact that more women
listen to the average radio station during the
10-11 a.m. period than can be found tuned
in during the highly-sought 7-9 a.m. period.
Noted spokesmen from the field of pub-
lice service will particpate in a tribute to the
radio industry Wednesday on "The Power
of Radio" on ABC, 9-9:25 p.m. Robert E.
Eastman, newly appointed president of the
ABC Radio Network, will conclude this
special feature as spokesman for the family
of ABC stations with a guarantee that ABC
will continue to fulfil the responsibility of
radio in supporting "the public interest."
Among those included in the broadcast
will be Basil O'Connor, president of the Na-
tional Foundation for Infantile Paralysis:
Rev. Franklin Mack, executive director.
Broadcasting & Film Commission, National
Council of Churches of Christ in America;
E. Roland Harriman, national chairman of
the American National Red Cross; Dr. Wil-
liam Trent, executive director. United Negro
College Fund; Rabbi Moshe Davis, provost.
Jewish Theological Seminary of America;
Herbert P. Lansdale. general secretary of
YMCA in the U.S.A.; Mefford R. Runyon.
Page 86 • May 6, 1957
Broadcasting • Telecasting
executive vice president of the American
Cancer Society, and Peter Aynen. director
of radio and visual service division of the
United Nations.
A salute to radio stations, the networks
and the radio industry will be voiced all
week by what is claimed to be the world"s
most widespread radio program. The Lu-
theran Hour, it was announced last week
by the Lutheran Laymen's League of the
Lutheran Church. Missouri Synod.
The series is said to be the oldest spon-
sored religious program on the air — 26
years — and presently is on NBC and MBS
weekly as well as many independent stations.
The Laymen's League also produces Family
Worship Hour for local stations. This series
• also will honor radio this week. The Lu-
theran Hour is heard in 56 languages in 63
countries outside the U. S.. it was said.
John Karol. vice president in charge
! of network sales for CBS Radio, will ad-
• dress the Association of Broadcasting Ex-
! ecutives in Texas at Dallas' Amon Carter
Airport this Wednesday.
Mr. Karol will salute National Radio
Week in the talk, and will discuss radio's
. place in the modern-day advertising scheme.
In Chicago WGN unofficially kicked off
. National Radio Week with a pre-observance
• lunch for some 200 agricultural and other
business leaders, reviewing plans for its
I "Farmerama — 57" world's fair of agricul-
! ture. a four-day event over the Labor Day
weekend.
Ward L. Quaal. vice president and gen-
. eral manager of WGN Inc.. traced radio
set sales and production figures for 1956.
pointing out the industry enjoyed a record
year.
WGN planned to use the '"Farmerama"
luncheon and Big Ten community party
Friday evening as high spots in radio week
observance, with saturation on-the-air jin-
gle reminders and a contest for listeners
[ with transistor radios as prizes.
WCCO Minneapolis also was one of
j several stations offering prizes in commu-
nity-tailored activities based on Radio Ad-
_ vertising Bureau's suggested promotion
techniques. WCCO conducted a "Radio Is
Everywhere" contest, asking listeners to tell
the station, in 25 words or less, about un-
■ usual places or situations in which they
hear WCCO. The contest will be featured
through the week on all local programs
; and is open to listeners in the entire area.
U If-' *
Banks Heads Pa, AP Group
WILLIAM BANKS of WHAT Philadelphia
is the new president of the Pennsylvania
Associated Press Broadcasters Assn.. suc-
ceeding Cecil Woodland of WEJL Scran-
ton, the AP announced last week. The
annual meeting was held Wednesday in
Bloomsburg. Pa.
John Price of WHP Harrisburg was
named vice president and Joseph Snyder,
chief of the AP bureau at Philadelphia, was
re-elected secretary-treasurer. Elected direc-
tors were: Mr. Woodland; Robert Williams.
WHLM Bloomsburg; Mickey Berkstein.
WMAJ State College: Ben Gimbel. WIP
Philadelphia; Vic Diehm. WAZL Hazleton.
and Tom Price. WBVP Beaver Falls.
All Conversation Is
Reserved For Advertisers
We just post-announce our music with title and
artist. That's why we say "all conversation is
reserved for the advertisers". And that's why your
advertising on KTRI is so much more effective.
Xdults like us. Pulse (11/56) proves KTRI is dom-
/^inant. You get "results with adults" on KTRI.
ONLY LOCAL STATION WITH LOCAL NEWS REPORTER
MUSIC
SIOUX CITY
IOWA
5000 WATTS
KTRI
NEWS
SIOUX CITY
IOWA
ALL THREE ARE REPRESENTED BY E VERETT-McKINNEY, Inc.
920 KC
KQUE
ALBUQUERQUE
NEW MEXICO
5,000 WATTS
KTRI
SIOUX CITY
IOWA
540 KC
KEOK
FORT DODGE
SERVING ALL
OF IOWA
Marketing Executive Sold on
Audit Bureau of Circulations
Dr. D. B. LUCAS.
Chairman, Dept. of Marketing.
School of Commerce
New York Universitv
"The assurance that the publisher will carry out his contract
ivith a specified minimum number of copies is the reason that
ABC figures have long been accepted as the basis for publication
advertising contracts/'
B9T is the only paper in the vertical radio-tv field with A. B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B»T, with the largest paid circulation in
its field, is basic for subscribers and advertisers alike.
B ROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION
Broadcasting • Telecasting
May 6J 1957 • Page 87
RECEPTION...
There are all kinds, but if you're look-
ing for sales reception in Southern
California, "Star Shoppers"— KTTV's
free daytime show for its food adver-
tisers—has another record worth
playing . . .
Boys Market, one of the nation's most
successful supermarket chains, tells
the story . . .
"As you know, we featured on our
one hour special, fresh ground
beef at a really low price, think-
ing perhaps that two or three
hundred sales would be made on
this special. Imagine our amaze-
ment when our meat department
at Pomona informed us that 2100
pounds of hamburger were sold!"
Now in its 5th year, "Star Shoppers"
visits a different market each morn-
ing, delivering effective, tangible mer-
chandising support and in-store
promotion that means business.
Talk to your Blair man about KTTV's
"Star Shoppers" and sales reception.
Los Angeles Times-MGM 1
Television r ~1 j
Represented nationally by BLAIR -TV $'
Page 88 • May 6, 1957
TRADE ASSNS.
AWRT POLL INDICATES PROGRESS
WOMEN are forging ahead in broadcasting,
according to an informal poll taken among
some 700 delegates at the sixth annual con-
vention of American Women in Radio &
Television, held in St. Louis April 26-29.
The special survey figures showed 54%
of the delegates had been promoted within
the past year, 85% were given increased re-
sponsibility and 89% got pay raises.
During the annual meeting at the Chase
and Park Plaza Hotels AWRT delegates
looked at their problems and listened to
advice from invited speakers and panelists.
Other convention features: Delegates set
up a job referral service to be headed by
Montez Tjaden, promotion manager of
KWTV (TV) Oklahoma City; learned their
organization had grown to 1,450 members,
and elected new directors to two-year terms.
These are:
Jeanne Bacher, station owner-broadcaster
of KGST Fresno, Calif.; Ruth Goldberg,
manager, Cleanliness Bureau of the Assn.
of American Soap & Glycerine Producers,
New York; Bea Johnson, women's director
of KMBC-KFRM (FM ) -KMBC-TV Kansas
City; Henrietta Kieser, vice president-copy
chief-radio-tv coordinator, Bozell & Jacobs
Inc., Omaha advertising agency, and Martha
Rupprecht, manager of network program
distribution, CBS, New York. Incumbents
who continue in office another year are
President Edythe Fern Melrose of WXYZ-
AM-FM-TV Detroit; Secretary-Treasurer
Nena Badenoch, National Society for Crip-
pled Children & Adults, New York, and
vice presidents, Betty Butterfield, WAAT-
WATV (TV) Newark; Martha Crane, WLS
Chicago; Edith Ford, WLWA (TV) At-
lanta; Sarah Jane Moon, KSFA Nacog-
doches, Tex., and Marion K. Rowe, KRON-
TV San Francisco.
In other convention actions delegates
made Agnes Law, retired CBS librarian, an
honorary life member of AWRT, estab-
lished alumnae membership for women who
have retired from the field after 10 or more
years' service, and awarded the annual
scholarship for undergraduate radio-tv study
to Barbara Ann Watson, 19-year-old junior
at Temple U., Philadelphia.
Members of separate "Showmanship and
Salesmanship" panels for radio and tv eval-
uated assets unique to women broadcasters
and made suggestions for further positive
values. Tv panelists were Elmer Sulzer, di-
rector of radio-tv activities of the U. of
Indiana; John B. Babcock, program man-
ager of Crosley Broadcasting Co., who said,
"The hardest thing still to find is a good
female personality — there just aren't enough
around"; Josephine McCarthy of WRCA
New York — "A local woman's show is often
the only personal selling tool a sponsor or
station has . . ." in the face of new network
programming and Genevieve Hazard, ac-
count executive of Campbell-Ewald Co.,
Detroit agency, who saw tv as "still in the
creeping stage and [it] needs women to
teach it how to walk, and later, to run."
Radio panelists on "Showmanship and
Salesmanship" were Jayne Shannon of J.
Walter Thompson agency, New York, who
attributed radio's ascending star to increased
creativity; Howard Meyer, Chicago vice
president of Venard, Rintoul & McConnell,
representation firm, who asked vigilance by
women broadcasters to meet changing times
and markets; Virginia Marmaduke, WMAQ-
WBKB (TV) Chicago, who stressed pro-
gram budget-consciousness, and Patricia A.
Searight of WTOP Washington, who felt
that program material should be tailored to
the individual market.
At another Saturday panel session Judith
Waller, NBC public affairs representative,
stated that "stations performing most ef-
fectively in the public service field are likely
to be the broadcasters performing most ef-
fectively in the commercial field." Co-
panelists with her were S. R. Trottmann Jr.,
general advertising manager of Southwestern
Bell Telephone Co.; Elizabeth Marshall,
assistant radio-tv director of the Chicago
PAUL WILLIS, president of the Grocery
Manufacturers of America, greets two rank-
ing guests at the GMA's nightcap party for
AWRT convention delegates in St. Louis
April 27. They are (left) Betty Doolittle,
executive convention director, and Edythe
Fern Melrose of WXYZ-AM-FM-TV De-
troit, president of AWRT.
Board of Education, and Raymond C. Wit-
coff, vice chairman of the St. Louis Educa-
tional Tv Commission. Josephine Wetzler
of WLS Chicago moderated.
Highlights of the closing banquet, hosted
by McCall's magazine, were the magazine's
annual awards [B«T, April 29] and a speech
by Ben R. Donaldson, director of institu-
tional advertising, Ford Motor Co., and
board chairman of Advertising Federation
of America.
A panel on traffic deplored the practice
of some advertisers who use a 60-second
spot to advertise two products, "hitch-hik-
ing" a tag announcement at the end of the
primary copy. Panelists agreed that conflicts
with competitive sponsors can be avoided
if representatives and agencies "put all the
cards on the table" when signing a contract
with a station. Dorothy Reynolds, sales serv-
ice manager of MBS, Chicago, moderated
the session, and panelists were Evelyn Van-
derploeg, director of timebuying, Arthur
Meyerhoff & Co., Chicago agency; Alan
Axtell, St. Louis account executive, The
Katz Agency, representation firm, and
Jeanne Bacher of KGST.
Broadcasting • Telecasting
MR. KENNEDY
Kennedy Elected New President
)f AFCCE at Annual Meeting
Robert e. l. Kennedy, member of
|pe Washington consulting engineering firm
if Kear & Kennedy, has been elected pres-
ient of the Assn. of Federal Communica-
ons Consulting
ingineers. The
I lection took place
t the annual meet-
ng in Atlantic
Sty, N. J., April
7-28.
Mr. Kennedy
ucceeds Everett L.
)illard as presi-
lent. Other officers
lected were John
"reutz, vice presi-
lent; George P.
^.dair, secretary,
md George E. Gautney, treasurer. Chosen
is members of the executive board were
j-Ioward T. Head and Jules Cohen, for two-
i'ear terms, and William E. Benns Jr. for a
>ne-year term.
Approved in principle was a resolution
avoring adoption of the proposed criteria
or the location of tall towers in relation
o air navigation, submitted last year by the
oint Industry-Government Tall Structures
Committee. A report on the Television Al-
ocations Study Organization was presented
>y George C. Davis; on the signal strength
esearch study underway by the Maximum
||»ervice Telecasters Inc., by Mr. Head. FCC
bomr. T. A. M. Craven, past president of
\FCCE, was an honored guest at the meet-
jng-
RETMA Elections Scheduled
OFFICERS of Radio-Electronics-Tv Mfrs.
\ssn. will be elected at the 33rd annual con-
tention to be held May 15-17 at the Shera-
on Hotel, Chicago. James D. Secrest, ex-
•cutive vice president, said more than 40
business meetings will be held, winding up
vith a meeting of the newly elected board
)f directors.
RETMA President W. R. G. Baker, Gen-
eral Electric Co., will present the 1957
RETMA Medal of Honor to Max F. Bal-
:om, former board chairman of Sylvania
j Electric Products and now a director-con-
sultant. The award provides industry recog-
lition for outstanding contributions to elec-
ronic manufacturing. The award will be
Presented at the May 16 dinner meeting.
Oregon Broadcasters Name Hoss
DAVE HOSS, KSLM Salem, Ore., was
;lected president of the Oregon State Broad-
casters Assn. at the group's annual meeting
ast Sunday-Tuesday at Eugene, Ore. Other
officers are vice president, Carl O. Fisher,
K.UGN Eugene; secretary-treasurer, Ray
Johnson, KMED Medford; tv director, C.
Howard Lane, KOIN-TV Portland; radio
directors, Ted Smith, KUMA Pendleton, and
Glen Nichols, KWRO Coquille.
PERSONNEL RELATIONS
CBS Files Charges With NLRB
Against IBEW Following Strike
CBS Inc. is wasting little time in taking
the International Brotherhood of Electrical
Workers to task for having "short circuited"
the WCBS-TV New York telecast of the
Antoinette Perry Awards ceremony in New
York April 21 [B*T, April 29]. It has filed
charges against IBEW with the National
Labor Relations Board (Second Region,
New York) under provisions of the 1947
Taft-Hartley Amendment of the National
Labor Relations Act.
The charge notes that IBEW engaged
in a strike to force CBS Inc. to assign par-
ticular work (i.e., lighting for "remote
pickups" by tv) to employes belonging to
Local 1212, IBEW, rather than employes
who are members of IATSE, Local No. 1.
The CBS charge against IBEW will be
given special priority after a preliminary
investigation, an NLRB official said, and
should CBS' charges be found valid during
a hearing in Washington, the matter will
then be referred to a U. S. district court.
The next step would be an injunction
against IBEW to keep IBEW workers from
continuing their strike.
Samuel M. Kaynard, NLRB attorney,
noted that while any possible decision
against IBEW will apply only to this local
incident, it also may have widespread im-
plications insofar as the decision may be
used as a precedent by which to judge other
like incidents.
This was promptly denied by Robert
Silagi, counsel for IBEW Local 1212, who
said any decisions stemming from CBS
charges would be applicable only to this
particular jurisdictional dispute. Mr. Silagi
added, "We beat CBS once and we'll do it
again."
(Mr. Silagi referred to a charge filed by
the network on April 15, 1955, with NLRB
concerning Local 1 21 2's right to film a
certain segment of the CBS-TV Mama pro-
gram. Local 1212 had kept the segment
off the telecast show by instructing its mem-
ber projectionist assigned to the program
not to put it on after CBS assigned IATSE
Local 644 — motion picture cameramen—
to film the clip. NLRB found for IBEW.)
But Harold P. Spivak, Spivak & Kantor,
counsel for IATSE, said Mr. Silagi was
"confusing the issue." He declared the
Mama incident was a representation case
while the "Tony" awards telecast was a
jurisdictional dispute.
Mr. Spivak said that while IATSE Local
1 was not formally named in the current
charges, he will appear at the hearing "with
witnesses" to protect his client.
Hollywood Musicians Sue AFM
For $2.1 Million Over Fund
HOLLYWOOD musicians employed in the
production of tv films last week filed a $2.1
million damage suit in Los Angeles Superior
Court against the American Federation of
Musicians over the payment of 5% royalty
fees by the movie makers into the Music
Performance Trust Funds. Attorneys for
the plaintiffs, Harold A. Fendler and Daniel
A. Weber, said the royalty requirement had
ROANOKE-
Bigger than
RICHMOND?
"YES, BIGGER..
BIGGER than
Richmond by
12,800*
Television
Families!
^Television Magazine,
March, 1957
Note — Use the count YOU favor,
but it's generally agreed that the
ROANOKE TELEVISION market is
sizeably ahead of the RICHMOND
TELEVISION market.
Check YOUR set count . . .
then BUY Roanoke!
Call, your nearest Peters,
Griffin, Woodward "Co/one/",
— or WDBJ • Television!
WDBW
[<§»
ROANOKE, V A .
Owned and operated by
the Times-World Corp.
SROADCASTING
Telecasting
May 6, 1957 • Page 89
PERSONNEL RELATIONS
MANUFACTURING
caused 90% of the tv film companies to get
their music from foreign recordings instead
of American musicians.
The suit seeks an injunction to restrain
the tv film companies from making further
royalty payments into the trust fund and
another injunction to prevent AFM from
taking punitive action against either the
plaintiff musicians or their film company
employers. Although aimed at the AFM,
the suit also lists as defendants the union's
president, James C. Petrillo; Samuel R.
Rosenbaum, trustee of the funds, and more
than 60 producers of tv films.
The action is the third brought by a group
of Hollywood musicians who want to upset
AFM's trust fund payment policy and re-
quire that any extra payments negotiated
by the union go to the musicians doing the
work. The other suits, filed last fall, con-
cern royalty payments by recording firms
and re-use payments by the producers of
film originally made for theatrical exhibi-
tion and subsequently sold for tv.
ASCAP Re-elects Cunningham
PAUL CUNNINGHAM has been re-elected
to a second term as president of American
Society of Composers, Authors & Publish-
ers. Other officers re-elected: Louis Bern-
stein and Otto A. Herbach, vice presidents;
John Tasker Howard, secretary; Saul H.
Bourne, treasurer; George W. Meyer, as-
sistant secretary, and Frank H. Connor, as-
sistant treasurer.
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
Spot-Wobble System
Described to SMPTE
SPOT-WOBBLE, a system of making tv
scanning lines quiver 15 million times a
second on the face of the picture tube, may
eliminate these objectionable lines, accord-
ing to Westinghouse Research Laboratories.
The new technique was revealed last Tues-
day at the Washington convention of the
Society of Motion Picture & Television En-
gineers.
Francis T. Thompson, WRL research en-
gineer, said the wobble is accomplished by
splitting one of the picture tube's cylindrical
metal grids used to focus the electron beam
into a tiny round spot. This technique was
developed by Dr. E. Atti and J. A. Hall,
of the Westinghouse electronic tube division,
Elmira, N. Y.
Mr. Thompson in turn developed the line-
structure reduction technique that employs
electron beam wobbling as the spot tracks
across the tv picture tube. A slight up-and-
down motion of the beam broadens the white
lines carrying picture information and nar-
rows the in-between black lines.
The spot-wobble method dates back sev-
eral years, Mr. Thompson said, but was
handicapped by equipment problems. The
split-grid structure inside the tv picture
tube eliminates these problems, with the
split focusing grid still serving its regular
function of sharply concentrating the elec-
tron beam on the screen. The wobble volt-
age is supplied by a single electronic tube
fitted to a socket into which the picture tube
is plugged.
Spot-wobble still is in the experimental
stage, Mr. Thompson said. He noted the
normal viewing distance for a 24-inch pic-
ture tube is IOV2 feet, where the scanning
lines start to disappear for the average
viewer. He said that with the new method,
the viewer will want larger pictures and
perhaps view a 24-inch tube from a distance
of about six feet.
Among other highlights of the week-long
SMPTE convention were:
• A complete three-hour evening session
on the Ampex video tape recorder, with
technical explanations offered by an Ampex
team comprising Charles P. Ginsberg,
Charles Anderson, Kurt R. Machein and
Robert A. Miner.
• A proposal for wide-screen tv. discussed
by Seymour Rosin and Madison Cawein,
Grimson Color Inc., New York, whereby
the Scanascope lens (similar to the anamor-
phic lens in motion pictures) enlarges the
picture from the usual 4:3 ratio to 8:3. It
was admitted this could not be transmitted
over the air (it requires a nine mc band
and a reverse optical system at the receiver),
but has been used over a closed-circuit sys-
tem.
• Use of magnetic tape, which amounted
to more than seven billion feet of quarter-
inch tape chiefly for sound recording in
1956, would increase by 70% in 1961, Bar-
ton Kreuzer, SMPTE president, told mem-
bers at the kick-off luncheon last Monday.
He also said that $90 million is allocated to
telefilm production this year.
Among the exhibits were Harwald Co.'s
WESTINGHOUSE offers these contrastin
pictures as evidence of what its "line struc
ture reduction" technique can do. The one c
left demonstrates normal scanning lines, the
at right the "wobbled" line structure (se
story).
automatic film inspection machine — whic
inspects, cleans, measures, counts splices
and permits viewing and sound reading c
16 mm or 35 mm film; Unicorn Engineer
ing Corp.'s portable Cleaner-Rewind; Pre;
toseal Mfg. Corp.'s butt-weld Prestc
Splicer; Andre Debrie Mfg. Corp.'s autc
matic daylight film processor, and Zooma
Inc.'s new reflector models.
Navy Development
Seen as Color Tv Aid
A NEW and simplified approach to cole
television is offered by the Navy in the wakf
of its announcement of a revolutionary dc
velopment in tv screens that originally we
conceived to permit viewing in broad da}
light with little loss of contrast.
It is also expected these new findings ma
pave the way for three dimensional viewing
Several private television concerns hav
indicated the development will be used in
mediately in their laboratories, according t j
the Navy, which declined to name the firm:
Key to the new screen, developed by Di
Charles Feldman of the Naval Researc
Laboratory, Washington, is the placing c
phosphor on thin transparent films, whic i
in turn are deposited on the face of the t,
tube. Under present procedures, opaqu
white powders are sprayed on the tube
causing the surface to reflect. In strong sur
light the reflection becomes brighter tha
the picture.
With use of the new transparent film:
sunlight passes through and is lost in th
darkened interior of the tube. As a resu
contrast is maintained even with bright da\
light shining on the tube face.
The second advantage of transparer
films is picture sharpness. Whereas conven
tional powdered screens have a grainy te>
ture that scatters light, the films show n
grain and scatter none of the light.
Both these features can be applied ac
vantageously to color tv in its present ust
according to the Navy. It was added th;
transparent films can open a completely ne\
avenue to color. Here's how the Navy erij
visions it:
Films that create different colors can bj
deposited one atop another and lighted sep
Page 90
May 6, 1957
Broadcasting
Telecastin
I arately (or mixed) through control of the
speed or direction of the electrons in the
tube. By the use of one film for each of the
primary colors (red-yellow-green), the com-
plete color spectrum can be obtained with
proper mixing.
The Navy said tubes with several com-
binations of two primary colors and blends
of these two colors have been operated suc-
cessfully; tubes with all colors are in the
experimental stage.
The phosphor films are considered by the
Navy to be more permanent than the pow-
dered screen with less tendency to burn out
quickly. Phosphor, a luminous substance,
emits light without sensible heat.
The new Navy tv screen is an outgrowth
of a project to eliminate the windshield,
with its reflection and glare, from airplanes.
In its place there would be thin television
screen coverings with the phosphor films
permitting better visibility.
Radio Set Production Up
For March, Quarter — RETMA
RADIO set production in March and the
first quarter of 1957 ran well above the
same 1956 periods, according to Radio-
Electronics-Tv Mfrs. Assn.
March radio output totaled 1,609,073 ra-
dio sets compared to 1,264,765 in Febru-
ary and 1,360,113 in March 1956. First
quarter radio output totaled 3,959,367 sets
compared to 3,532,243 in the same 1956
period. Of the March output, 597,532 sets
were auto models.
Sales of radio sets in retail outlets, ex-
cluding auto models, totaled 730,584 units
in March, 525,029 in February and 527,649
in March 1956. First quarter radio sales
totaled 1,818,976 sets compared to 1,513,-
722 in the same 1956 quarter.
March tv production totaled 559,842 re-
ceivers compared to 464,697 in February
and 680,003 in March 1956. Of March
1956 sets, 62,815 had uhf tuners compared
to 82,805 in March 1956. Tv output in
the first three months of 1957 totaled 1,-
474,729 sets compared to 1,844,632 in the
same 1956 quarter.
Sales of tv sets in March totaled 534,115
compared to 525,437 in February and 544,-
411 in March 1956. Tv sales in the first
quarter of 1957 totaled 1,682.91 1 compared
to 1,689,178 in the same 1956 period.
WESCON Sees Electronics Jump
THE Los Angeles office of the Western Elec-
tronic Show & Convention (WESCON) has
released an informal survey of San Fran-
cisco Bay manufacturers showing gains of
42.2% for 1957 in electronics sales and
33% in number of people employed for
1957. An estimated 26,000 will be em-
ployed at the end of 1957, compared with
19,539 at the year's outset. Sales should
reach $320 million by year's end, compared
with $224,836,000 last year, WESCON
says.
WESCON, sponsored by West Coast
E'ectronics Mfrs. Assn. and the San Fran-
cisco and Los Angeles sections of Institute
of Radio Engineers, is scheduled for Aug.
20-23.
2 Sylvania Engineers See
Transistorized Tv's by 1959
FULLY transistorized television receivers
will be technically practical by 1959. At
first they'll cost more than tube receivers,
but they'll be worth more.
These were highlights of a paper pre-
pared by W. F. Palmer and George Schiess,
electronics engineers of Sylvania Electric
Products, and delivered by Mr. Schiess be-
fore the northeastern district meeting of
the American Institute of Electrical En-
gineers at Pittsfield, Mass., last Thursday.
They said many tv receiver sections can be
transistorized now with commercially avail-
able transistors, but that transistors of ex-
treme frequency or voltage capabilities may
not be ready commercially for about two
years.
Earlier in the week, Sylvania Chairman
and President Don G. Mitchell described
current tv set prices as "unrealistically low"
and predicted that "higher prices will pre-
vail in the new lines which will be intro-
duced this summer."
Mr. Mitchell, speaking Tuesday at a
Sylvania shareholders meeting in Boston,
said the company's first - quarter sales
reached a new high of $87.5 million, com-
pared to $86.4 million during the same
period a year ago, and that net income for
the period was $3 million as against $4.2
million in the first three months of 1956.
He expected earnings for the full year 1957
to be as good as, "or even better than,"
they were in 1956. Industry-wide sales of
electrical and electronic products, he pre-
dicted, will rise from last year's record
$19.5 billion to around $21.5 billion this
year.
Sylvania's tv set sales in the first quarter
were "strongly ahead of a year ago," al-
though industry-wide factory sales were
down more than 15%, he reported.
Two new directors were added to the
Sylvania board: Donald C. Power, presi-
dent of General Telephone Corp., and Rob-
ert E. Lewis, vice president of Sylvania and
president of the company's new Argus Cam-
era Div.
Zenith Net Profits Down
For First 1957 Quarter
DECREASED net consolidated earnings
and profits for the parent company and sub-
sidiaries have been reported by Zenith Radio
Corp. for the first quarter of 1957 against
the same period last year — along with hope
of an early "favorable" decision by the
FCC on toll tv.
In a statement to stockholders. President
E. F. McDonald Jr. announced net con-
solidated profits of $1,650,590 or $3.35 per
share, after depreciation, excise taxes and
other factors, compared to $1,831,165 or
$3.72 per share for the first three months of
1956.
Sales were $36,658,510 against $37,915.-
318 for the first three months last year.
Zenith directors declared a dividend of 75
cents per share payable June 28 to stock-
holders of record June 7. Earlier, the com-
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Broadcasting
Telecasting
May 6. 1957
Page 91
STAND-BY
TV TRANSMITTING
ANTENNAS
for channels 7-13
AURAL
TRANSMITTER
VISUAL
TRANSMITTER
A simple, versatile and eco-
nomical standby system consist-
ing of two separate bays of the
AMCI Type 1020 Antenna
mounted on a mast or existing
tower leg can be used with a 50
kw transmitter. No diplexer of
any kind is needed. The aural
and visual transmission lines need
not be of equal lengths.
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Page 92 • May 6, 1957
MANUFACTURING
pany had reported reductions in earnings
and sales for 1956 [B«T, March 25].
Aside from expressing hope for a "favor-
able decision in the near future" on sub-
scription tv, Comdr. McDonald derided
color tv, claiming brightness of monochrome
images is reduced by two-thirds in color
receivers. He said color models produced
(but not marketed) by Zenith would have
to be priced at $900 each to realize a profit.
New GE Transistors Designed
For Tvs, Radar, 2-Way Radio
GENERAL ELECTRIC CO. has an-
nounced the development and initial com-
mercial production of three new high fre-
quency transistors that are expected to ex-
tend the applications for transistors into
equipment now limited to vacuum tubes,
such as tv sets, radar and two-way radio
transmitters and receivers.
GE also announced a line of long-life
germanium rectifiers for replacing other
types of rectifiers in existing tv sets. A
similar line had been announced last De-
cember for designing into new sets^ Devel-
oped by engineers in GE's semiconductor
products department, Syracuse, the new
rectifiers are expected to outlast the set.
The three new transistors are germanium
tetrodes; that is, they have four leads for
connecting to an electronic circuit. One of
the new transistors is designed to amplify
a 120 mc radio signal — the highest fre-
quency yet attainable in a mass produced
transistor, according to GE engineers. The
transistors, designated 3N29, 3N30 and
3N31, have a common base connection and
a bandwidth of 2 mc and are rated for a
minimum of 10 db gain, respectively, at 30
mc, 120 mc and 15 mc.
Malz Elected as President
Of Webcor, Succeeding Haffa
ELECTION of Nicholas Malz as president
of Webcor Inc., succeeding Titus Haffa,
majority stockholder, was announced at the
annual meeting of the phonograph-recorder
manufacturer in Chicago Monday.
Mr. Malz, who has been executive vice
president, joined Webcor in 1955 when Mr.
Haffa assumed control. The latter has been
serving as president and board chairman
without compensation.
Mr: Haffa expressed hope the company
would soon declare its first cash dividend
since last July. Despite record sales of ap-
proximately $34 million in 1956, Webcor
lost $995,000 in net income, mostly from
government contract business [B»T, April
22]. Earnings in the first quarter of 1957
were reported last week to be $354,914, sub-
stantially over the figure for that period last
year. Government orders accounted for $2.5
million in sales.
Solar Energy Converters
HOFFMAN ELECTRONICS Corp., Los
Angeles, announces the establishment of its
solar division because of "the growing
importance of the field of solar energy."
The new division will be located in Evan-
ston. 111., to develop and produce solar
energy converters.
Ford to Install Radio Sets
In Rear of Some of Its Cars
THERE will be a radio in the future of
some Ford owners — even though it will take
a back seat in some 1958 models.
This "secret" was revealed last week by
the Ford Motor Co., which plans to install
receivers under rear seats in some of its
automobiles. The tuning buttons will remain
up front.
Included in the radio is an automatic
search-tuning device which brings on another
station when one goes off the air. A memory
circuit, used to avoid "losing" a station
when driving through an underpass, retains
a station setting for 10 seconds before re-
tuning.
Radios actually operate more efficiently
in the cooler rear area and are more acces-
sible for servicing, according to Ford. An-
tennas also are rear-positioned, following
recommendations of automobile stylists the
past few years.
Hollingsworth Hopes to Show
$5,000 Electronic Tv Tape Gear
HOLLINGSWORTH Enterprises Inc.,
Hempstead, L. I., hopes to be able to demon-
strate a new "all-electronic" tape television
recorder that will cost about $5,000 when
production is set, Lee Hollingsworth, presi-
dent, said last week
"The system is all-electronic in nature,"
Mr. Hollingsworth said, "and has only one
moving part, namely the moving tape and
required mechanical drive and takeup
mechanism."
Mr. Hollingsworth, who formerly owned
WKBS (now WKIT) Mineola, L. I., and
reports he now holds about 35 U. S. and
foreign patents, declined to give other de-
tails of his system, pointing out it is still
in the developmental stages. He believes
the system will be ready for demonstration
within a year. He explains the low price of
his projected recorder by saying it does not
require precision machinery. (Ampex Video
Tape Recorder, fully equipped, runs to more
than $100,000.)
RCA Tv Tube Plant Busy
RCA is now in substantial production of
21 -inch. 110-degree black-and-white tv pic-
ture tubes at RCA Tube Div.'s Marion, Ind.,
plant. More than 1 .000 tubes are being pro-
duced daily with the output expected to
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Broadcasting • Telecasting
ASTRONOMICAL HOP
FROM heavenly stars to tv stars may
seem to be a long jump, but in Nashville,
Tenn., it's a short hop.
John H. DeWitt Jr. and Aaron C.
Shelton, WSM-TV Nashville president-
general manager and chief engineer re-
spectively, were called in sometime ago
to help astronomers at Dyer Observatory,
Vanderbilt U., Nashville. The astrono-
mers wanted to use an image orthicon
tube as a light amplifier, but they couldn't
hold the star image steady because of
movement due to atmospheric conditions.
The Nashville broadcast engineers
devised a method of using an electronic
deflecting system to accomplish this pur-
pose and then found that it could also
be used to move the tv image around the
target so the tube will not suffer "burn-
in." Its movements are followed by the
scanning beam on the rear of the target,
causing the transmitted picture to ap-
pear as a normal, stationary image. A
low frequency generator, mounted in a
box on the side of the camera (see pic-
ture above) supplies the current to the
device.
An application for a patent on this
WSM-TV's orthicon saver (arrow)
device, which has the potential of dou-
bling the life of an image orthicon, has
been filed by Messrs. DeWitt and Shel-
ton. They estimate the apparatus can
be sold as a kit at about the cost of a
single image orthicon (about $1,200).
There are two companies interested in
taking out licenses, they reported last
week.
Last month at the NARTB convention
in Chicago, two image orthicon extenders
were shown. Visual Electronic Corp.,
New York, showed a device using a
mechanical oscillator, selling for about
$2,400. RCA showed an optional kit for
color cameras, using a rotating plate be-
fore the orthicons. selling for $700.
iicrease rapidly. RCA claims to be the "first
abe manufacturer to reach full commercial
iroduction" of tubes which have glass-
utton base, new electron gun of "straight"
|,-pe functioning without ion trap and "pre-
ision control" of aluminizing process.
RCA Components Div., which has de-
(eloped companion components of deflect-
ing yoke and horizontal output and high-
loltage transformer, is in volume produc-
iion of items at its Findlay. Ohio, plant.
fobotape Allows Commercials
"o Be Added at Purchase Point
bEVELOPMENT of a tape player for inter-
persing "on location" commercial messages
»ith fm broadcast music for use in food and
>ther stores, as well as numerous commer-
ial institutions, has been announced.
The player unit, developed by Oakton
:ngineering Corp., Skokie, 111., and an-
lounced by Cody Adv., Chicago, is designed
0 sell shoppers "automatically" by remote
ontrol from fm stations. It's claimed that
intil multiplexing is ready — and even after
—the automatic player can help expand
rommercial and industrial applications of
torecast and background music fm broad-
:asting.
When the unit (Robotape) is connected to
1 special fm radio broadcast receiver, the
: itation can send out an inaudible 20 kc
dgnal, the music is silenced and the player
eeds commercial messages to point-of-pur-
;hase, according to Cody. Several units can
operate simultaneously in various depart-
nents of a food store. Its use also is envis-
lged for specialty shops, banks, airlines,
-ailway terminals and other public places.
Rek-O-Kut Plant Start Set
NEW 25.000-square-foot plant for Rek-O-
Kut, radio-tv recording equipment and high
fidelity components manufacturer, is sched-
uled to go into operation in July, George
Silber. company president, has announced.
An outgrowth of increased sales volume
in high fidelity components, the new plant
will be located at 108th St. and 39th Ave.
in Queens, N. Y. In addition to expan-
sion, plans for 1958 call for a greater diver-
sification in manufacture of radio-tv record-
ing equipment as well as hi-fi components.
Rek-O-Kut sales, according to Mr. Silber, are
50% ahead of same period last year. He
estimates sales volume for the industry for
1957 will be in excess of $200 million.
New 'Scatter7 Firm Formed
TRIP AC ENGINEERING Corp.. Bethesda,
Md.. last week announced the formation of
a subsidiary, Tripac Scatter Communica-
tions Inc. which will share office space with
its parent. The new arm specializes in the
engineering, design, and installation of
scatter" radio communications systems.
"Scatter." a recently developed technique,
has found wide acceptance with the armed
forces in areas where conventional signals
are subject to blackout. All members of the
new firm were associated with installation of
the Air Force's own "scatter" system.
Kay Lab Profits Soar
KAY LAB, San Diego manufacturer of Kin
Tel electronics equipment, had net profits
before taxes for first quarter of 1957 ap-
proximately 10 times those of same period
of last year— $154,499 this year to $15,481
last — La Motte T. Cohu, president and
board chairman, reported. After taxes, net
profits for first quarter were $90,499 this
year to $15,481 last. (No taxes were paid
for this 1956 period because of a previous
loss.) Net product sales rose to $1,080,000
from $420,080, orders to $1,611,000 from
$647,000 for quarter.
Hoffman Sales Up
SALES and profits of Hoffman Electronics
Corp. reportedly were the second highest in
company history last year when sales totaled
$46,580,279, up from $44,416,673 in 1955.
Net income was $1,601,974, or $2.19 per
outstanding share compared to $1,560,596,
or $2.15 per share in 1955, according to
the annual report to stockholders of H. Les-
lie Hoffman, president. Company's sales
peak was hit in 1953, its highest profit in
1952.
DuMont Launches ITV Program
AN intensive marketing program for a
completely new line of industrial tv products
has been launched by Allen B. DuMont
Labs. The program, according to Kenneth
F. Petersen, manager of DuMont's Indus-
trial Television Dept., is based on the find-
ings of a two-year nation-wide survey of
operating industrial television installations.
MANUFACTURING SHORTS
RCA, Camden, N. J., reports shipments of
3-Vidicon color cameras to NBC in N. Y.;
six-section superturnstile antenna to WPSD-
TV Paducah, Ky. (ch. 6); three-section
superturnstile antenna to KMAU-TV
Wailuku, Hawaii (ch. 3), satellite of KGMB-
TV Honolulu; 50-kw transmitter to KETV
(TV) Omaha (ch. 7).
Westinghouse Electric Corp. has announced
addition of two new 14-inch portable tv
receivers, models 14T198 and 14T199, to
its spring line. They have vinyl finish metal
cabinets and contain full 15-tube horizontal
chassis and new Westinghouse 90-degree
aluminized 14-inch picture tube. Each model
weighs 30 pounds. Sets are priced $149.95.
RCA Tube Div. changes its name to RCA
Electron Tube Div. Reason given for change
is that new name defines more closely type
of products made and merchandised by
RCA tube unit.
Motorola Inc. announces new high power
transistors with "significant potential" in
field of audio amplifiers. Among advantages
claimed are more power output, more re-
liable temperature performance, mainte-
nance of gain at high power, less distor-
tion and uniform quality and performance.
Sylvania Electric Products, tv picture tube
division, Seneca Falls, N. Y., announces
new lightweight 17-inch 90-degree deflec-
tion picture tube is in experimental produc-
tion at division and will make possible man-
Broadcasting • Telecasting
May 6, 1957 • Page 93
MANUFACTURING
ufacture of portable tv receivers up to three
pounds lighter than present models.
Admiral Corp. announces new portable
radio line consisting of one AC-DC-battery
model and two 12-volt all-transistor battery
sets, all with steel cases and printed circuits
inserted by automation. Transistor models
include either six or eight transistors, play-
ing up to 1200 hours on eight flashlight
batteries. Suggested retail price for three-
way portable is $29.95 and for transistor
units $59.95 and $69.95.
Whirlpool Corp. (RCA Whirlpool appli-
ances, other products) announces first quar-
ter sales of about $112 million for 17%
increase over same period in 1956. Capital
expenditures are budgeted for $15 million
this year.
Sylvania Electric Products Inc., announced
that its electronic product sales department
has consolidated its east central and central
equipment sales regions into single area to
be known as midwestern equipment sales
region with headquarters in Melrose Park,
111. J. P. Mallen, east central equipment sales
manager, appointed midwestern equipment
sales manager.
Browning Labs Inc., Winchester, Mass., an-
nounces new Multiplex Sub-Carrier Auto-
matic Muting System. Device is used by fm
stations who multiplex background music
service. New product used at transmitter
automatically mutes all Browning Multiplex
receivers between musical selections. Extra
relay contacts are provided which enable
music itself to provide other controlling
functions. Price: $189.00.
Whirlpool-Seeger Corp. announces approval
of proposed merger with Birtman Electric
Co. and new corporate name, Whirlpool
Corp., with present officers and directors
continuing in office.
Visual Electronics Corp. N. Y., opens new
offices at 342 W. 40th St. Telephone:
Longacre 4-0518.
G. S. Marshall Co. (electronic manufactur-
ers' representatives), moves to new offices at
2065 Huntington Drive, San Marino, Calif.
EDUCATION
MORRISON
PATTERSON
TABER
WESTIN
CBS FOUNDATION PRESENTS FELLOWSHIPS
FIRST CBS Foundation News & Public
Affairs Fellowships in "electronic journal-
ism" are being announced today (Monday)
by Ralph F. Colin, president, CBS Founda-
tion Inc. They go to eight persons active in
either the commercial or non-commercial
aspect of the broadcast news profession.
The fellows selected include three persons
from stations affiliated with, but not owned
by, either CBS Radio or CBS-TV; two teach-
ers of broadcast journalism, and three as-
sociated with CBS in New York. They are:
Ernest F. Andrews Jr., assistant professor
of journalism. State U. of Iowa and news
director, WSUI Iowa City; William B. Craw-
ford, tv news writer CBS, New York; Wil-
liam Arthur Eames. news director KBOI-
AM-TV Boise; William Ray Mofield, director
of news and special events and assistant man-
ager, WPAD Paducah, Ky.; Joseph L.
Morrison, associate professor of journalism,
U. of North Carolina's School of Journalism,
Chapel Hill; John Meredith Patterson, as-
sistant news director, WDBJ-AM-TV Roa-
noke; Robert Bruce Taber, news writer CBS,
Cincinnati's Most Powerful
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WC KY
CINCINNATI, OHIO
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On the Air everywhere 24 hours a day— seven days a week
New York, and Avram Robert Westin.
director for CBS news and public affaii
New York.
The fellowships, established early tb
year, are granted annually for a year's stud
beginning in September, at Columbia U.
New York for eligible persons engaged
radio-tv news and public affairs. The fellow
expenses are paid. Average stipend is abo
$8,000 covering tuition and other costs
the university and necessary transportatic
and living costs for each fellow and any far
ily dependents for the fellowship year of .
weeks. Selections were made from a total
140 applicants from 35 states, the Distri
of Columbia. Alaska and Guam.
Fellows Prescribes Revamping
Of Journalism, Radio-Tv Courses
PROFESSIONAL schools of communicatic
embracing radio, tv and newspaper carev
training should replace the journalism ar.
radio-tv courses at the nation's universitie
NARTB President Harold E. Fellows su
gested Wednesday in a talk delivered at th
U. of Missouri "Journalism Week" banqus
at Columbia, Mo.
Noting that radio and tv are now fi'
partners "in the vital field of communica
ing," Mr. Fellows proposed that the ter
"journalist" be abandoned in favor of "cor,
municator" since the reporting of events r
longer is limited to the written word.
Mr. Fellows conceded the idea breal
with scholastic tradition and anticipated o
position from some publishers. He sa
training for technical skills in communic
tions "should occupy no more than 25'
of the time of the entire student curricul
and lauded the U. of Missouri's requiremei
that students obtain a full background
the political and social sciences, history an
economics and liberal arts.
"Communications has become a profe
Page 94 • May 6, 1957
Broadcasting • Telecastin
jn of such demanding exactitude," Mr.
illows said, "requiring the ultimate of
dgment in handling [that] perishable and
mredictable commodity — the news of the
|y — that I believe its practitioners should
• schooled with an emphasis no less inten-
se than that which is placed upon other
ofessions such as the law, medicine and
aching itself. To those of us in broadcast-
,g. who are conscious of the day-to-day
,;mands implicit in the responsibility for
rving the public interest, the need for able
>ung people is critical." Mr. Fellows talk
as broadcast over the 80-station Anheuser
jsch baseball network.
Missouri Broadcasters Assn. held a two-
iv meeting during the university's journal-
m week, including a Wednesday BMI
■nip.
iOO-800 Set to Attend
)hio Radio-Tv Institute
|DME 600-800 conferees on educational
|d!o-tv will meet Wednesday in Columbus,
'hio. for the 27th annual Ohio State U. In-
litute for Education by Radio-Television.
;ssions will take place at the Deshler-Hil-
n Hotel, Wednesday through Saturday.
Wednesday is "Teaching-by-Television
ay." General sessions get underway that
ght with a review of the current status
broadcasting by Donald H. McGannon.
-esident of Westinghouse Broadcasting Co.,
Jnd Joseph Csida of Csida-Grean Assoc.,
ew York [B»T. April 22].
Thursday afternoon's general session is
h "The Broadcaster and the Audience."
ith Parker Wheatley. general manager of
Jucational stations WGBH-FM-TV Boston,
Residing. Rolf B. Meyersohn, research di-
:ctor of the U. of Chicago Center for the
:udy of Leisure, will present a summary on
jdiences, to be followed by a panel discus-
on on audience influence. Panelists: Leon
oldstein. programming vice president.
'MCA New York: Richard Hull, director
f radio-tv broadcasting; OSU; Ted Leitzell.
ublic relations director of Zenith Radio
'Orp., Chicago: Robert Mason, general man-
ner of WMRN Marion. Ohio: Jerome
'.eeves. general manager of KDKA-TV
Pittsburgh: Arnold Wilkes, public affairs
'irector. WBAL-AM-TV Baltimore, and
- larence Worden. public affairs director of
/CBS-TV New York. Moderator is Ken-
'eth G. Bartlett. vice president of Syracuse
[., and institute discussion leader.
Philip Cohen, vice president in charge of
jadio and television of Sullivan. Stauffer.
-dwell & Bayles Inc.. New York, is sched-
uled to preside at a session on "Radio in a
elevision Age" Thursday evening. On the
program are Louis Hausman. advertising
vice president of CBS Radio: William B.
McGrath. vice president-managing director
of educational stations WHA-AM-TV Madi-
son, Wis., and M. S. Novik, New York ra-
dio-tv consultant.
The final general session Friday afternoon
will take up "International Broadcasting in
a Cold War." with George Vicas, CBS news
and public affairs, presiding.
George D. Crothers. director of public
service broadcasts of CBS, will be toastmas-
ter at the institute dinner Friday evening.
Speakers on the future of broadcasting will ;
be Herbert E. Evans, vice president of Peo- i
pies Broadcasting Corp. (WRFD Worthing-
ton, Ohio; WTTM Trenton. N. J.; WMMN
Fairmont, W. Va.. and WGAR-AM-FM I
Cleveland), and Burton Paulu, president of
the National Assn. of Educational Broad-
casters.
Fifteen clinics on Thursday and Friday ■
will deal with specialized phases of broad-
casting. National Assn. of Educational
Broadcasters. Assn. for Education by Radio-
Television and American Council for Bet-
ter Broadcasts will hold sessions during the I
institute.
NAEB meetings Wednesday will deal with
radio-tv teaching and utilization of radio-
tv programs. Separate ACBB sessions on
Saturday will feature a morning symposium
on "Let's Air Our Experiences." Edward
H. Bronson. director of television code af-
fairs of NARTB, will address the noon
luncheon, followed by an afternoon devoted
to "Becoming Informed about Broadcast-
ing." I. Keith Tyler, director of the insti-
tute, will be moderator.
Other organizations meeting this week in
Columbus: trustees of the Junior Town
Meeting League: Alpha Epsilon Rho. na-
tional radio-tv fraternity, and Ohio Educa-
tional Telecasters.
WFMT (FM) Prize to Back
'Qualitative' Radio Study
WFMT (FM) Chicago has contributed its
$1,000 prize from the Alfred I. duPont
awards [B«T, April 1] as a grant to the U.
of Wisconsin for a research project on the
qualitative "impact" of radio advertising and
programming.
Edward E. Werner, marketing instructor
at the university, will head the project to
identify and measure the qualitative effect
upon listeners of a program or advertising
message, according to J. Howard Westing,
associate dean of the university's School of
Commerce. Ultimate object of research is
to find a way to measure impact and
identify results.
Stanford U. Readies Institute
STANFORD U.'s Radio-Television Insti-
tute is preparing for its 15th summer session
which will include a new course in non-
commercial telecasting under the guidance
cf KQED (TV) Berkeley, Calif.
KNBC and KPIX (TV), both San Fran-
cisco, are the other cooperating stations
that will assist in a variety of courses to be
pursued by 50 students who should apply no
later than June 1. Two years of college, or
the equivalent thereto, are required.
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Represented Nationally by
Paul H. Raymer Co., Inc
THE PEOPLE'S CHOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" -MUSS
ROADCASTING • TELECASTING
May 6, 1957 • Page 95
PROGRAM SERVICES
INS Telenews Picks Up 18;
Glickman Replaces Wismer
CONTRACTS placing various INS-Telenews
film services in 1 8 new tv markets have been
signed during the past month, it was an-
nounced Thursday by Robert H. Reid, man-
ager of the INS television division. He also
disclosed that veteran sportscaster Marty
Glickman, formerly sports director at
WMGM New York, will narrate the weekly
This Week in Sports show replacing Harry
Wismer, resigned.
The quarter-hour syndicated sports re-
view has been bought by Great Falls Brew-
eries through the Wendt Agency, Great
Falls, Mont., to blanket the state starting
in June on KOOK-TV Billings, KXLF-TV
Butte, KFBB-TV Great Falls and KMSO-
TV Missoula. The sports proeram also has
been sold for local sponsorship to KVAR-
TV Phoenix, Ariz.; KOIN-TV Portland,
Ore., and KCCC-TV Sacramento, Calif.
Studebaker-Packard has picked up spon-
sorship of the INS-Telenews weekly news
review in four additional markets to bring
its total sponsorship to six markets. New
stations are WNBF-TV Binghamton,
WCNY - TV Carthage - Watertown and
WKTV (TV) Utica, all N. Y., and WISN-
TV Milwaukee. United Auto Workers,
through Kaufman Agency, Washington, has
signed for the weekly news review on
CKLW-TV Windsor-Detroit. Other local
sponsorship sales were to WOOD-TV Grand
Rapids, Mich., and KSIX-TV Corpus Chris-
ti, Tex.
WRVA-TV Richmond, Va., has pur-
chased the five-day INS Telenews daily
newsfilm while WTAR-TV Norfolk, Va.,
and KIDO-TV Boise, Idaho, have signed
for the International News Photos, daily tv
photo service.
Outside the U. S., both the news review
and the sports review have been sold to
CMAB-TV Havana.
ASCAP Claims Win in WSAY Case
AMERICAN Society of Composers, Au-
thors and Publishers has obtained a sum-
mary judgment of $4,098.52 in Supreme
Court, New York County, against Federal
Broadcasting System Inc., the owner of
WSAY Rochester, N. Y., ASCAP announced
last week. The suit was based upon the de-
fendant station's failure to pay license fees
due ASCAP under license agreements which
formerly were in effect, the music licensing
organization explained.
Creative Merchandising Co.
Formed for Tv Activities
FORMATION of a new tv program-pro-
duction-packaging company, Creative Mer-
chandising Co., has been announced by its
two principals, H. Pierson Mapes, for 15
years vice president and general manager
of the now-closed New York office of
Hutchins Adv., and Gene Schiess, radio-tv
director of the agency. Temporary offices
are at 535 Fifth Ave., New York. Tele-
phone: Murray Hill 2-7825.
Mr. Mapes was instrumental in launching
the original Philco Tv Playhouse (now
known as Goodyear Playhouse and Alcoa
Hour on NBC-TV for Hutchins' client,
Philco Corp. When the account shifted last
year to BBDO, Hutchins closed its New
York operations. CMC's first program is
Happy Felton's It's A Hit, a new daytime
educational quiz program which premieres
on CBS-TV Saturday, June 1, at 11:30 a.m.
Among clients signed for CMC services are
(Bing) Crosby Brands Inc. and Philco Corp.
Mr. Mapes said his firm currently is con-
sulting with Philco regarding this year's
"Miss America" pageant at Atlantic City.
Leahy Leaves RKO Records Post
JOSEPH LEAHY, president of RKO
Unique Records, has resigned to go into
independent production of record masters.
The announcement, made jointly by Mr.
Leahy and John Begley of RKO Teleradio
Pictures Inc., parent firm, said, however,
that Mr. Leahy would remain as technical
adviser and artists and repertory man for
the record concern. The post of president
will remain open, according to the an-
nouncement. Mr. Leahy will use Unique's
facilities at 1697 Broadway, New York,
while Unique will use facilities of the RKO
Recording Div. at 1440 Broadway.
STATIONS
Education Group Among
Bidders for WATV (TV)
THE PROSPECT of a commercial tele-
vision station seeking to go non-commercial
— through change of ownership — loomed in
New York last week.
The Metropolitan Educational Television
Assn. was identified as one of several bid-
ders reportedly negotiating for the purchase
of WATV (TV) Newark, one of seven sta-
tions, all vhf. now operating in the New
York area.
Irving R. Rosenhaus, president of WATV
and its am affiliate, WAAT, confirmed that
negotiations for sale of the properties were
in progress with a number of prospective
buyers, but declined to name any of the
bidders. Unofficially, it was understood that
the asking price for the two stations was ap-
proximately $6.5 million.
Frank E. Karelson Sr., a trustee of META
as well as its general counsel, confirmed
that META was negotiating for the ch. 13
station but would not discuss details. He
said he anticipated no prob^m in getting
the FCC to revise the New York area allo-
cations— which specify ch. 25 for non-com-
mercial educational use — to permit WATV
to continue on its present channel if META
succeeds in buying the station. He said
META had not yet broached the question
to the FCC, however.
Ch. 25 has been assigned to the U. of
the State of New York, but construction
has never started.
The only other channel allocated in that
area, ch. 31, has been assigned to city-owned
WNYC New York, but construction of the
station has not started.
META was chartered by the State Board
of Regents in 1954 to operate a non-com-
mercial educational station. It is composed
of leading civic and educational groups, and
some months ago it set up a program pro-
duction center to prepare educational pro-
grams for showing on commercial stations.
Although the association does not have
funds on hand to cover the proposed pur-
chase, its leaders apparently feel they can
get the money. If they succeed, and are suc-
cessful also in reaching an agreement for
purchase of the station, they reportedly are
thinking of leasing some of their time to
commercial interests as one possible means
of raising money for operating expenses.
WLWT (TV) to Add Local Color
CROSLEY Broadcasting Corp. will insti-
tute local color originations by June from
WLWT (TV) Cincinnati, the firm announces.
Nearly a million dollars — for five color 1
cameras and associated equipment — is in-
volved. First two shows that will be color-
cast are Ruth Lyons' daily 50-50 Club. I
noon- 1:30 p.m. and the Saturday night Mid- I
western Hayride, 6:30-7:30 p.m., both to be j
fed to other Crosley stations, WLWD (TV
Dayton, WLWC (TV) Columbus, both Ohio
and later to WLWI (TV) Indianapolis, which I
is to go on the air in September. Othei
shows, including experimental colorcasts of |
Cincinnati Redlegs baseball games, are to I
be added to the local color schedule.
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1 SOUTHEAST AM STATION I
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| Major Market f
| $75,000 down \
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I R. C. CRISLER & CO., INC. !
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1 Fifth Third Bank Bldg., I
1 Cincinnati 2, Ohio |
! Dunbar 1-7775 I
Page 96 • May 6, 1957
Broadcasting • Telecasting
NIXON DOES WRC HONORS
IVICE PRESIDENT Richard M. Nixon laid the
cornerstone ,cst week for a new $4 million facility
for NBC's Washington stations, WRC-AM-FM-TV.
"NBC-TV's Today televised the cornerstone ceremo-
nies.
After installing the cornerstone with a silver trowel,
Mr. Nixon. Robert W. Sarnoff, president of NBC,
vand FCC Chairman George C. McConnaughey looked
on as master mason George Geddes completed
"[placement of the stone (above).
The building, which will contain three tv studios,
Ithree radio studios and complete executive and sales
joffices, is said to be the first studio "designed and
jbuilt from the ground up" for color telecasting. It
jwill begin operations this fall.
Mr. Nixo-i was greeted on his arrival by Carleton
D. Smith, NBC vice-president and general manager
of the Washington station (right).
A sampler of radio and
television news enterprise
j1 PLYMOUTH — No one was there to broad-
cast the beginning of the voyage of the first
Mayflower from England to Massachusetts.
! But WPLM Plymouth, Mass., corrected this
(oversight the second time around. When
■| Mayflower II left Plymouth, England, April
20 on its voyage to Plymouth, U. S., WPLM
■ covered the event by transatlantic telephone.
The on-the-scene reports of the embarkation
mark the beginning of extensive coverage
planned by WPLM in connection with the
event.
SEATTLE — Another seagoing event proved
! that KOL Seattle will go to almost any
lengths to provide listeners with news cover-
age "in depth." Last month station staffers
went 60 ft. down to broadcast maneuvers
of a U. S. Navy submarine in Seattle's Elliott
Bay area. In a two-hour broadcast by disc
jockey Bob Waldron and reporter Candy
Johnson, KOL chronicled arrival of the USS
Greenflsh from Pearl Harbor on the 57th
anniversary of the Navy's submarine service.
To broadcast the ocean show the station
used Navy shortwave facilities on two fre-
quencies assigned by the FCC. The program
was picked up an a shortwave receiver at
KOL's transmitter site and relayed through
the studio's main console.
TYLER— It took KTBB Tyler, Tex., only a
few minutes to meet the April 26 tornado
emergency and mobilize coverage, not only
for its own area but for seven other Texas
stations. The staff started emergency service
and mobile coverage when the twister hit
that morning and worked with no let-up un-
til the small hours of the next day. Other
state stations which got reports of the mil-
lion-dollar disaster from KTBB were KDSX
Dension, KEYS Corpus Christi, KFJZ Fort
Worth, KITE San Antonio, KRRV Sherman,
KTRH Houston and KVET Austin. After
the storm, Tyler's civil defense, police, Red
Cross and utility officials were loud in their
praise of the KTBB job, the station reports.
BALTIMORE — All three Baltimore tv sta-
tions close ranks tomorrow (Tuesday) to
take turns telecasting the first of a three-day
House Un-American Activities Committee
inquiry into communism in Maryland. Rep.
Francis E. Walter (D-Pa.) is chairman of the
group to hold hearings at the Federal Court,
Baltimore.
WMAR will handle all pickups, with the
cost to be shared by the three outlets. The
stations will also make audio feeds available
to radio stations and newsreel companies.
KBET-TV Buys Heavy in Film
IN unusual buy, KBET-TV Sacramento,
Calif., Friday announced purchase of 800
RKO feature films and full MGM-TV library
(more than 700 films). Station, primary
affiliate of CBS-TV, also has films from
20th Century Fox, Warner Bros., Columbia
Pictures and United Artists.
WRCA Lists New Rates
WRCA New York has issued a revised rate
card, No. 16, listing new prices for special
feature shows, saturation plans and time
period divisions. On the new schedule an
hour of Class I time (6:30-9:30 a.m. and
5-10:30 p.m., Monday-Friday, and 6-10:30
p.m. weekends) costs $1,200. Announce-
ment rates are divided into four time classes
with a minute in Class I (6-10 a.m., Mon-
day-Friday) listed at $175. Discounts are
unchanged from the old rate schedule.
Goldenson Sets Dedication Talk
LEONARD H. GOLDENSON, president of
American Broadcasting-Paramount Theatres
Inc., will participate in a round of activities
in connection with dedication of WBKB
(TV) Chicago's new facilities May 16. He
will address monthly luncheon meeting of the
Broadcast Adv. Club of Chicago and, after
an afternoon tour of the station's new $1.5
million plant in the ABC State Lake Bldg.,
will play host at a press reception at 5:30
p.m. A party for WBKB employes and their
families will wind up official dedication
ceremonies that evening.
KFSD to Build New Studios
KFSD Inc. San Diego, licensee for KFSD-
AM-TV there, is preparing to break ground
for its new studio facilities some time within
the next three weeks.
The site, occupying more than seven acres,
is located in a larger subdivision to be known
as Broadcast City. William E. Goetze, KFSD
executive vice president and general man-
ager, said the new building will cost $650,-
000, and that equipment such as color tv
will bring the entire project to about $1
million.
BIG MIKE X99, helicopter news unit,
has been added by KNUZ Houston to
its fleet of three other mobile units.
Big Mike Nos. 1, 2 and 3. The aircraft
will be used for traffic reports, man-
hunts and other special news jobs.
Broadcasting
Telecasting
May 6, 1957 • Page 97
STATIONS
CELEBRATING the conversion of ch. 2
KTVI (TV) St. Louis from uhf to vhf
in exactly 25 days (KTVI returned to
the air April 15) are (1 to r): J. J. Ber-
nard, vice president and general mana-
ger; Paul E. Peltason, president, and
Harry Tenenbaum, executive vice pres-
ident.
MR. HAGGARTY MR. RIORDAN
KPTV (TV) Now on Air as Vhf
With Haggarty in Control
KPTV (TV) Portland, Ore., went dark last
Tuesday on ch. 27 under the ownership of
Storer Broadcasting Co. and returned to
the air Wednesday on ch. 12 with Detroit
attorney George Haggarty in control.
The switch was made possible when Mr.
Haggarty purchased KPTV for $1.89 mil-
lion and ch. 12 KLOR (TV) Portland for
$1,794,865 [B*T, April 22]. Facilities of the
two stations were combined with the ch. 27
cp and KLOR call letters returned to the
FCC.
Mr. Haggarty will be president of KPTV
and Frank Riordan, managing director of
the station under Storer, has been named
vice president, general manager and secre-
tary. Don Tykerson and Gordon White,
sales manager and program director, respec-
tively, of KPTV under the former owner,
also will remain in those capacities.
KPTV will retain its NBC-TV affiliation
and will be represented nationally by
George P. Hollingbery Co. The station's
highest one-time hourly network rate has
been established at $800, with a $700 spot
rate. KPTV's studios are located at 735 S.W.
20th PL, Portland. Telephone: Capital
2-9921.
Abram Redmond, WHP-AM-FM-TV
V. P. -General Manager, Dies
FUNERAL SERVICES were held last Satur-
day for Abram K. Redmond, 53, vice pres-
ident-general manager of WHP-AM-FM-TV
Harrisburg, Pa. Mr. Redmond died at his
home Tuesday af-
_ 1 ter a heart attack.
He had not been
ill before the Tues-
day stroke.
He is survived
by his wife, Bea-
trice Potteiger Red-
mond, sales service
director of the sta-
tions, and his
brother, Dick, who
is program director
MR. redmond of the facilities.
Starting in radio
in 1925 as a performer, Mr. Abram switched
to management when he joined WHP in
1926. Under his direction WHP built a rep-
utation for civic and patriotic service, rec-
ognized by a number of awards.
Knorr Quits Tigers Presidency
FREDERICK A. KNORR, owner-president
of WKMH Detroit and other Michigan sta-
tions, has resigned as president of the De-
troit Timers baseball team on the ground his
broadcast activities require more of his
time. Mr. Knorr had been president of the
club since last summer. John E. Fetzer. head
of the Fetzer Stations, continues as chair-
man of the board. Walter O. Briggs, execu-
tive vice president-general manager, also
has resigned in a series of internal changes.
Messrs. Fetzer and Knorr, and Kenyon
Brown, who operates KWFT Wichita Falls.
Texas, and other stations, are active mem-
bers of a syndicate that bought the baseball
team last year for $5.5 million.
Ilk
PAUL HEINECKE, President
LICENSING THE PERFORMANCE,
MECHANICAL OR SYNCHRONIZATION RIGHTS IN
"THE BEST MUSIC IN AMERICA"
TO THE ENTIRE ENTERTAINMENT INDUSTRY,
RADIO, TELEVISION, MOTION PICTURE,
TRANSCRIPTION AND PHONOGRAPH RECORD COMPANIES,
THEATRES, CONCERT HALLS, HOTELS, ETC., WITH
A REPERTORY OF DISTINCTION
OUR 26TH YEAR
PRODUCERS OF THE FAMOUS
SESAC TRANSCRIBED LIBRARY
THE COLISEUM TOWER
10 COLUMBUS CIRCLE
NEW YORK 19, N. Y.
PING PONG CHAMPS
TO the list of "championship" sports
events on television WGN-TV Chi-
cago has been added still another se-
ries, set up with alternate week spon-
sorship. The station started a new pro-
gram, Championship Ping Pong, pit-
ting national and state men's cham-
pions against each other every
Wednesday at 7 p.m. Telecasts are
sponsored by Gottfried Motors of
Chicago and Metal Weather Products
Co., Melrose Park, with business
placed by Kuttner & Kuttner, Chicago.
The winner of each Wednesday
night match continues on the series
to meet a challenger the following
week, with competition for assorted
prizes. Among other participation
sports televised in recent years are
"championship" bowling, golf and
horseshoes.
Page 98 • May 6, 1957
Broadcasting • Telecasting
Jones Takes Over KELP, KILT (TV)
RICHARD E. JONES last week assumed
Control of KELP-KILT (TV) El Paso with
FCC approval, and changed the tv outlet's
•all to KELP-TV.
Mr. Jones along with Joseph Harris and
Norman Alexander purchased the two sta-
ions from Gordon B. McLendon for a re-
ported SI million, leaving Mr. McLendon
.-ontrol of the old call letters. KILT.
Ed Winton and Herb Golombeck remain
is station managers for KELP tv and radio,
espectively.
Ludden to Direct WCBS Programs
ALLEN LUDDEN. manager of program
Planning and development for NBC. has
ieen named program director for WCBS
\e\\ York, it was announced last week by
Sam J. Slate. WCBS general manager. Mr.
bidden succeeds Mr. Slate as program di-
■ector and will assume his new post next
Monday (May 13). Prior to his NBC as-
.ignment. Mr. Ludden served in various
;apacities in radio production for a number
)f years and at one time was continuity di-
rector at WTIC Hartford. Conn.
3urris Heads KSAN Staff
ROBERT C. BURRIS. sales executive with
San Francisco sta-
tions, has been ap-
pointed general
manager of KSAN
there. He succeeds
Lennox T. Cinna-
mond. w'ho died in
a highway accident
[B»T. April 22].
The new general
manager formerly
was on the sales
staffs of KJBS and
KSFO. both San
Francisco.
MR. BURRIS
3aul Promoted at WERE
EDWARD PAUL last week was named na-
tional sales man-
ager of WERE
Cleveland, but he
will continue as
m e r c h a n dising
manager, a post he
has held since
1951. according to
Richard M. Klaus,
station president.
Before joining
WERE in 1950,
Mr. Paul was news
and sports director
for WMRN Mari-
an, Ohio, and before that was with WCOL
Tolumbus.
STATION SHORTS
KFWB Los Angeles appoints Carson-
Roberts Inc., same city.
KAVE-TV Carlsbad, N. M., to be intercon-
nected on CBS-TV by July 1.
WBUF (TV) Buffalo, N
Broadcasting
MR. PAUL
CHANGING of the guard at WKJG-AM-TV Fort Wayne. Ind.. is shown as VVKJG
Inc. takes over from Northeastern Indiana Broadcasting Co. Principals are (1 to j):
Walter Beardsley, president of Miles Laboratories and board member of WKJG Inc.;
Geoffrey Wade of Wade Advertising Agency, Chicago, also a board member; John F.
Dille Jr.. publisher of Elkhart Truth and president of WKJG Inc.: Edward G. Thorns,
general manager of the am and tv properties, who continues in that capacity, and
Clarence Schust. president of the now-dissolved Northeastern Indiana Broadcasting
Co.. which sold the facilities for Si. 9 million.
power to 1 mg. effective on or about Aug.l.
KUAM-AM-TV Agana. Guam, has estab-
lished business office in Manila. P. I. Ad-
dress: 324 Natividad Bldg.. Escolta. Manila.
Telephone: 3-89-68.
REPRESENTATIVE APPOINTMENTS
KAMQ Amarillo. Tex., will be represented
nationally by Venard. Rintoul & McConnell
and in South by Clarke Brown & Assoc.,
effective May 1.
The all new 1957 TelePrompTer MOD V!
imnn V TelePrompTer equipment..
Mow's ,h. «- "EJtJSi consols ond ,ndUS„,
Y., to increase
Telecasting
31 1 West 43rd St., New York 36, N. Y. • JUdson 2-3800
HERBERT W. HOBLER. V. Pres. Sales JAMES BLAIR, tqpt. Sales Mgr.
LOS ANGELES • CHICAGO • WASHINGTON, DC • PHILADELPHIA
DETROIT ♦ MIAMI • TORONTO • LONDON
Max 6, 1957
Paae 99
Howard E. Stark
RADIO and TELt.vi
50 EAST 58th
STREET EL 5-0405
NEW YORK 22. N. Y.
\AjMnquirie^Confidential r
Pill MM>
ONE OF THE
FIRST 100 MARKETS
4S the B0*"
^^^H EX ■ BF
RADIO & TELEVISION
FIRST IN RADIO
1st In Downstate Illinois*
1st In The Quad-Cities
according to NCS No. 2
* All 68 stations outsida of Chicago
?S».
REPRESENTED BY AVERY-KNODEL, INC.
THE METROPOLITAN VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
AWARDS
Sloan Safety Awards
Honor Stations, Others
TWELVE radio or tv stations and adver-
tisers last week were presented Alfred P.
Sloan Awards for highway safety in 1956
for "outstanding public service" in this area
during the past year.
Winners of the awards and their cate-
gories :
KSEL Lubbock, Tex. (1 kw or less sus-
taining), for "its great sense of civic respon-
sibility in mobilizing its staff and resources
. . . for its daily Safety Parade program and
for dramatizing traffic accidents as 'live'
news"; WLW Cincinnati (over 1 kw sus-
taining) for its State Trooper program and
for "its willingness to share traffic material
. . . with other stations through the distribu-
tion of free discs"; Armed Forces Radio &
Television Service (special awards) for
"focusing attention on the serious problem
of off-base traffic accidents in every part of
the world where American military and
civilian personnel are stationed"; WKAR
East Lansing, Mich, (non-commercial edu-
cational) for You Are the Jury series pro-
duced in cooperation with the Michigan
State U. highway traffic center.
WWJ-TV Detroit (television sustaining
class) for its Traffic Court program, re-
creating actual cases with real court officials,
plus spot announcement campaigns and
other special programming; WTTW (TV)
Chicago (non-commercial educational) for
its Man Behind the Wheel series, teaching
techniques and principles of good driving;
Hodges Oil Co., Albuquerque, N. M. (un,
der 1 kw radio station commercial), fo|
emphasizing safety driving developmen
and suggestions on the newscasts and serie
sponsored on KHAM Albuquerque durin
the year.
Montgomery-Stubbs Motors, Silver Sprin,
Md. (oyer 1 kw radio station commercial
for making highway safety "the focal poi
of all its radio commercials in 1956"; Ess
Standard Oil Co. (regional radio networ
commercial) for carrying its Esso Reporte
safe driving messages throughout 1956 o
more than 53 stations; Sinclair Refining Cc
(national radio network commercial), fc
carrying more than 62,000 safe driving aj
peals on 93 radio stations during the yea
Hardware Mutuals, Stevens Point, Wi:
(television station commercial), for concer
trating its 1956 promotion in the trafE
field, carrying programs and spot announce
ments on WSAU-TV Wausau and Gree
Bay, Wis.; R. J. Reynolds Tobacco Co. (tele
vision network commercial) for spottin
timely safety reminders on six network shov-
under its sponsorship during 1956.
Alfred P. Sloan Jr., president of the Sloa
Foundation, paid tribute to the entire broac
casting industry for its increasing support c
official and civic efforts to curb the nation
safety traffic toll. On behalf of the broac;
casters, Harold E. Fellows, NARTB pres
dent, lauded Mr. Sloan's personal intere-
in highway safety and said the Sloan Aware
constitute "a great incentive for renewe
effort by stations and network throughoi
the nation" in the traffic safety field.
OSU Names Programs
For Radio-Tv Awards
AWARD WINNERS in the 21st annual
American Exhibition of Educational Radio
and Television Programs are being an-
nounced today by Ohio State U., Columbus.
Judges, representing educational institutions
and organizations across the country, picked
winning entries submitted in various classes
by stations, networks and organizations.
Their selections will be available for review
during the Ohio State U. Institute for Edu-
cation by Radio-Television Wednesday-
Saturday at the Deshler Hilton Hotel in
Columbus (separate story).
CLASS 5. Systematic Instruction: Telecourse
etc.
First award: The American Economy, San Frai
Cisco State College and Educational Televisic
& Radio Center; honorable mention: It's Bat
Time, Laufman Film Productions Inc.
CLASS 6. Children and Youth (Out-of-Scho
Listening)
First award: The Friendly Giant— II, WHA-T
Madison, Wis., and ETRC; first award: Mr. Wi:
ard, NBC-TV; honorable mention: Discover
WGBH-TV Boston and ETRC.
CLASS 7. School Telecasts (Classrooms)
First award: Now Let's Watch, National Advisoi
Council on School Broadcasting and CBC-TV.
Group II. Stations or Organizations
CLASS 1. Special Interest Groups: Women :
Agriculture, Religion, etc.
First award: Months Before Birth, WQED (TV-
Pittsburgh.
TELEVISION
Group I. Network
CLASS 1. Special Interest Groups: Women's,
Agriculture, Religious, etc.
First award: Home, NBC -TV; honorable mention:
Grand Rounds, Medical Radio & Television In-
stitute; This Is the Answer, Radio & Television
Commission of the Southern Baptist Convention;
CBC Religious Drama Theatre, CBC-TV.
CLASS 2. Cultural: Drama, Art, Science, Litera-
ture, etc.
First award: CBC Folio, CBC-TV; honorable
mention: Art and Artists: Great Britain, Educa-
tional Television & Radio Center and British
Broadcasting Corporation: Bell Telephone Sys-
tem Science Series, on CBS-TV: Hallmark Hall
of Fame, NBC-TV.
CLASS 3. Public Affairs: Issues, Problems, Docu-
mentaries, News Interpretation, etc.
First award: Explorations, CBC-TV; honorable
mention: The American Forum, to American
Forum and NBC-TV.
CLASS 4. Dealing With Basic Freedoms
First award: "Tragedy in a Temporary Town,"
on Alcoa Hour — Goodyear Playhouse; honorable
mention: Section Sixteen, Westinghouse Broad-
casting Co.
To blanket Western
Montana at low cost —
NIGHT-TIME choose
KMSO-TV i
191,000 WATTS
DAY TIME choose
KGVO 5 000cBtATTS
Either Radio or TV, when
you think of Montana,
THINK of MOSBY
at Missoula, Mont.
Page 100
May 6, 1957
Broadcasting
Telecasts
CBS Radio-Television Public Affairs Dept. and WCBS-TV New York, were jointly
awarded the Albert Lasker Medical Journalism Award for two documentary tv
productions, Out of Darkness, and The Wassaic Story. The first dealt with mental
health, the latter with mental retardation.
At the award presentation were (1-r): Albert Wasserman, producer-writer-director
of Out of Darkness; Irving Gitlin, CBS Director of Public Affairs; Mrs. Mary Lasker;
Sam Cook Digges, WCBS-TV general manager; Bill Leonard, producer-narrator of
The Wassaic Story, and Arthur Zegart, who directed that film. The awards are given
for outstanding reporting on mental research and public health.
CLASS 2. Cultural: Drama, Art, Science, Litera-
ture, etc.
First award: Journey, KNXT (TV) Los Angeles;
honorable mention: Long Before Shakespeare,
to New York U. and WCBS-TV New York; spe-
cial award: Peaches Yellow, to Stanford U. and
KPLX (TV) San Francisco.
CLASS 3. Public Affairs: Issues, Problems. Docu-
mentaries, News Interpretation, etc.
First award: Senate Banking Committee Hear-
ings, WBKB (TV) Chicago; honorable mention:
Ten Seconds to Live, KPIX (TV) San Francisco.
CLASS 4. Dealing With Basic Freedoms
First award: ''The Nature of Anti-Semitism," on
The Open Mind. WRCA-TV New York; honor-
able mention: The Checker Game, KYW-TV
Cleveland; honorable mention: Here and Now,
kpbc.
CLASS 5. Systematic Instruction: Telecourses, etc.
First award: Streamlined Reading, WKNO-TV
Memphis; first award: Ecco Italia. Roosevelt U.
and Station WTTW (TV) Chicago; first award:
French Through Television, to Lowell Institute
Cooperative Broadcasting Council and Language
Research Inc.; honorable mention: Personnel and
Social Adjustment. San Francisco State College
and KQED (TV) San Francisco.
CLASS 6. Children and Youth (Out-of -School
Listening)
First award: Hop. Skip and Dance. KQED; hon-
orable mention: Hickory. Dickory, Dock. New
York City Board of Education and WCBS-TV
New York.
CLASS 7. School Telecasts (For Use in School
Classrooms)
First award: Missouri Constitution, KETC (TV)
"This reminds me— Six Points Hard-
ware on KRIZ Phoenix is advertising
new screens."
St. Louis; honorable mention: See and Do Time
— Iowa Tv School Time, Iowa Joint Committee
on Educational Television and WOI-TV Ames.
RADIO
Group I. Programs Heard Nationally
CLASS 1. Special Interest Groups: Women's,
Agriculture, Religious, etc.
First award: The Sacred Note, U. of Chicago;
First award: The Eternal Light, Jewish Theologi-
cal Seminary of America and NBC; honorable
mention: The Ave Maria Hour, Graymoor Friars.
CLASS 2. Cultural: Drama, Science, Literature,
Music
First award: CBC Wednesday Night, CBC; hon-
orable mention: Conversation, NBC; honorable
mention: Portrait from Memory, CBC; honor-
able mention: CBC Stage, CBC.
CLASS 3. Dealing With Personal and Social Prob-
lems
First award: The Hour of St. Francis, Hour of
St. Francis; honorable mention: Threescore and
Five. NBC.
CLASS 4. Public Affairs: Forums, Round Tables,
News Interpretation, etc.
No first award; honorable mention: Assignment
Peace, United Nations Radio and ABC; honorable
mention: The American Forum, American Fo-
rum and NBC.
CLASS 5. Dealing With Basic Freedoms
First award: "Footloose in the South," from
series Footloose. CBC: honorable mention: The
Road to the Charter, UN Radio and ABC.
CLASS 6. Special One-Time Broadcasts
First award: I. the Diplomat, UN Radio and
ABC; honorable mention: The Voices of Christ-
mas, U. of Chicago.
CLASS 7. Children and Youth (Out-of-School
Listening )
First award: Journey toward the Light, CBC;
honorable mention: Cuckoo Clock House, CBC;
honorable mention: No School Today, ABC.
Group II. Regional
CLASS 1. Special Interest Groups: Women's,
Agriculture, Religious, etc.
First award: To Make Men Free, U. of Michigan
Broadcasting Service; honorable mention: Frank
Atwood Program, WTIC Hartford.
CLASS 2. Cultural: Drama, Science, Literature,
Music (Not Straight Music)
First award: Assignment, WBT Charlotte; hon-
orable mention: Bushnell Symphoyiy Preview,
to Bushnell Memorial and WTIC; honorable men-
tion: America on Stage, Wisconsin State Broad-
casting Service.
CLASS 3. Personal and Social Problems
First award : This Is My Story, Federation of Jew-
ish Philanthropies and WRCA New York; hon-
orable mention: As I See It — With Charles Shaw
WCAU Philadelphia.
CLASS 4. Public Affairs: Forums, Round Tables,
News Interpretation, etc.
First award: Probe Report, CJOR Vancouver-
honorable mention: Gift of Life, KMOX St Louis'
CLASS 5. Dealing With Basic Freedoms
First award: Minority Report, CBS-KNX Los
Angeles; Honorable mention: Our Civil Rights
WMCA New York.
CLASS 6. Special One-Time Broadcasts
First award: Murder cn the Installment Plan,
In The SCRANTON MARKET
5.2
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
. . . November, 1956
33
lllm
23
1.4
I
w
E
A B C D E all
OTHERS
For 27 years, Scranton's fop
salesman, Bill Pierce dom-
inates the audience in eight
Pennsylvania counties served
by WEJL.
&&MEEKER
SCRANTON,
According
to the
Record
99
Continuities for June
A daily almanac . . . each a
five-minute program packed
with information ahout the im-
portant happenings throughout
the world.
June's "According to the Rec-
ord'' includes stories about the
Coronation of Queen Elizabeth
II, Maurice Evans, Judy Gar-
land, the Battle of Bunker Hill
and other significant and enter-
taining highlights and sidelights
of the years past.
BMI s ''According to the Rec-
ord'' package contains a full
month's supply of continuities
. . . Highly commercial . . . Now
in its 13th successful year.
For sample scripts please write to
Station Service Department
BROADCAST MUSIC, INC.
/5S9 FIFTH AVE., NEW YORK 17, N Y.
*EW YORK • CHICAGO •/ HOLLYWOOD • TORONTO • MONTREAL
Broadcasting
Telecasting
May 6, 1957
Pace 101
JOSEPH L. FLOYD, President
Mid-Continent Broadcasting Co.
Like Hundreds
of Broadcasters..,
President
JOSEPH L. FLOYD
and
Vice President
LARRY BENTSON of
N. L. (Larry) BENTSON, V.P.
Mid-Continent Broadcasting Co.
KELO-TV
and
Chief Engineer
LES FROKE
Selected
STAINLESS TOWERS
LES FROKE, Chief Engineer
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
ess, inc.
NORTH WALES • PENNSYLVANIA
AWARDS
WCAU; Honorable mention: The Skid Row Story,
WRCA.
CLASS 7. Children and Youth (Out-of-School
Listening)
First award: The Children's Bookshelf, KDKA
Pittsburgh; Honorable mention: Once Upon a
Time, Hamilton Public Library and CKOC
Hamilton, Ont.
CLASS 8. Designed for In-School Use by Pupils in
Primary Grades
First award. Tales from the Four Winds, WNYE
New York; Honorable mention: Story Time, Ohio
School of the Air and Station WOSU Columbus;
Honorable mention: Old Tales and New, Minne-
sota School of the Air and KUOM Minneapolis.
CLASS 9. Designed for In-School Use by Pupils
in Intermediate Grades
First award: Let's Take a Look at Our Minnesota
and Its People. Minnesota School of the Air and
KUOM; Honorable mention: Station KFBK (et al)
Goes to School — Science Series, McClatchy Broad-
casting Co. stations in California and Nevada.
CLASS 10. Designed for In-School Use by Pupils
in Junior and Senior High School
First award: Meet Master Cold Rice, Manitoba
Dept. of Education and CBC; Honorable mention:
Listening Is Fun, British Columbia Dept. of Edu-
cation and CBC.
Group III. Local
CLASS 1. For Special Interest Groups: Women's,
Agriculture, Religious, etc.
First award: In Spirit and In Truth, Syracuse U.
CLASS 2. Cultural: Drama, Science, Literature,
Music
No first award; Honorable mention: Behind the
Scenes in Music, to the National Orchestral Assn.
and WNYC New York.
CLASS 3. Personal and Social Problems
No first award; Honorable mention: The Council
Speaks, Dixie Productions and WJAN Spartan-
burg, S. C.
CLASS 4. Public Affairs: Forums, Roundtables.
News Interpretation, etc.
First award: The Girl Scouts Presents, Dixie
Productions WJAN; Honorable mention: Russia
Today, J. Henry Helser & Co.
CLASS 5. Basic Freedoms
First award: "I Am Thirty", in series Ray Starr
Presents. Dixie Productions WJAN: Honorable
mention: "The Clinton, Tenn., School Story,"
from series Civil Rights Roundup, WLIB New
York.
CLASS 6. Special One-Time Broadcasts
First award: Listen Los Angeles, KLAC Los
Angeles: Honorable mention: Voices in Conflict,
U. of Alabama.
CLASS 7. Children and Youth (Out-of-School
Listening)
First award : Down Story Book Lane, Dept. of
Speech, U. of Michigan, WWJ Detroit; Honorable
mention: Little Orchestra Society Children's
Concerts, Little Orchestra Society and WNYC
New York.
CLASS 8. Designed for In-School Use by Pupils
in Primary Grades
No first award; Honorable mention: Just Why
Stories, St. Louis Board of Education; Honorable
mention: Fun and Fancy — Listen Awhile, to
Stanislaus County Schools, KBEE Modesto, Calif.
CLASS 9. Designed for In-School Use by Pupils
in Intermediate Grades
First award: What's News, School District of
Philadelphia and WFIL Philadelphia: Honorable
mention: Music for You. South Dakota School of
the Air and KUSD Vermillion, S. D.
CLASS 10. Designed for In-School Use by Pupils
in Junior and Senior High School
First award: Out of the Past — Listen Awhile,
Stanislaus County Schools and KBEE: Honorable
mention: Tales from Medicine Lodge and Kiva,
Indiana School of the Sky, Indiana U.
Copra Tops Tv Winner List
For Latest Christophers
FRANK CAPRA topped the list of televi-
sion winners of Christopher Awards for the
six months ended March 31. The list, being
announced today (Monday), gives Mr. Capra
honors for the production, direction and
writing of both "Our Mr. Sun" and "Hemo
the Magnificent," presented by the Bell
Telephone System on CBS-TV in November
and March. Shamus Culhane was cited for
the animation work on the two productions.
Other tv winners: producer-director Bob
Banner and writers Robert Wells and John
Bradford for the Dec. 16 NBC-TV Chevy
Show starring Dinah Shore; producer Bill
Walsh, director Edward Sampson and writer
Ray Darby for the "Christmas 'Round the
World" series on Mickey Mouse Club on
ABC-TV Dec. 18-24; and producer C.
Maurice Holland, director Frank Telford,
and writers Max Rosenfeld and George
Salverson for The Discoverers, sponsored
by Kraft Foods on NBC-TV Feb. 6.
Overseas Press Club Sets
Radio-Tv Awards Tonight
MORE awards for best reporting will be
garnered by the three networks tonight
(Monday) as the Overseas Press Club, at
its 18th annual awards dinner in New York's
Waldorf-Astoria Hotel, presents the follow-
ing radio-tv newsmen with laurels for their
work during the calendar year 1956:
NBC's Moscow correspondent Irving R.
Levine will receive the OPC award for
"best tv or radio reporting from abroad."
with his colleague from CBS, Daniel K.
Schorr, also in Moscow, receiving an OPC
citation for his reportage. Also cited for
reporting will be NBC's Berlin correspondent
Gary Stindt. CBS' Cairo correspondent
Frank Kearns and CBS' roving cameraman
Gerhard (Jerry) SchwartzkopfF for the
"best film photo journalism for tv or news-
reels." Mr. Schwartzkopff covered the Buda-
pest uprising for CBS and its Peabody
Award-winning special report "World in
Crisis." ABC commentator Cecil Brown
will receive the OPC award for "best press,
radio or tv interpretation of foreign affairs
within the U. S." and for his "candid ex-
pression of responsible opinion" during the
Suez crisis.
Young, Price Named to Receive
AS&CA's 'Horatio Alger' Awards
ADAM J. YOUNG, president of Adam
Young Inc., station representative, and
Gwilym A. Price, president and board chair-
man of Westinghouse Electric Corp.. will
receive a Horatio Alger award in a ceremony
to be held Thursday at New York's Waldorf-
Astoria. Messrs. Price and Young are among
1 1 business and professional leaders honored
this year in the awards (bronze plaques)
made annually by the American Schools &
Colleges Assn.
Mr. Price went to work at 16 after his
father, a "roller" in a Canonsburg. Pa., tin
mill. died. He studied at night, working his
way through law school and after engaging
in his own practice, went into banking. He
became president of Pittsburgh's second
largest bank, joined Westinghouse in 1943
as a vice president and within three years
was named president.
Mr. Young, who was born in New York
City, was the eldest in a family of eight
children, left high school to become an NBC
page boy to support his family during the
depression and rose in the broadcast field
to become head of the station representative
firms which bear his name.
WHY LOOK FURTHER?
"GUESS THE LUCKY
SECRET WORD"
Program is great.
Brochure on Request
THE HOLD NGS WORTH CO. ENTERPRISES, INC.
514 Hempstead Ave., West Hempstead, N. Y.
Page 102 • May 6, 1957
Broadcasting • Telecasting
OR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
April 25 through May 1
Includes data on new stations, changes in existing stations, ownership changes, hearing
ses, rules & standards changes and routine roundup.
Abbreviations:
DA— directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
! — antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through May 1
Appls.
In
On
Pend-
Hear-
Air
Licensed
Cps
ing
ing
Am
3,024
3,007
238
359
145
Fm
540
520
49
54
0
Tv Summary through May 1
Total Operating Stations in U. S.:
Commercial
Noncomm. Education
Vhf
385
18
Uhf
88
5
Total
473i
23»
FCC Commercial Station Authorizations
As of February 28, 1957 *
Am
Fin
Tv
Licensed (all on air)
3.000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
? Total authorized
3,164
552
638
Applications In hearing
119
0
70
New stations requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
Grants since July 11, 1952:
(When FCC began processing application-,
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
27
Uhf
324
21
Total
675i
48=
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Commercial 1,084
Noncomm. Educ. 66
Amend.
337
Vhf
844
37
Uhf
575
28
Total
1,4193
65<
Total 1,149
337
882
604
1,486°
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
» One applicant did not specify channel.
' Includes 44 already granted.
6 Includes 718 already granted.
New Tv Stations .
ACTIONS
Corvallis, Ore. — State of Oregon, by State
Board of Higher Education granted vhf ch. 7
(174-180 mo; ERP 28.8 kw vis., 2.5 kw aur.: ant.
height above average terrain 1,210 ft., above
ground 237 ft. Estimated construction cost $180,-
000. first year operating cost $100,000, no revenue.
P. O. address Box 5175. Eugene, Ore. Studio loca-
tion State College campus. Trans, location 5 mi.
N. of Corvallis. Geographic coordinates 44° 38'
19" N. Lat., 123° 16' 25" W. Long. Trans, and ant.
RCA. Legal counsel Fisher, Wayland. Duvall &
Southmayd, Washington. Consulting engineer
Grant S. Feikert, Corvallis. Proposed grant is for
non-commercial, educational purposes. An-
nounced May 1.
Victoria, Tex. — Alkek Television Co. granted
uhf ch. 19 (500-506 mc); ERP 20 kw vis., 10.7 kw
aur.; ant. height above average terrain 321.6 ft.,
above ground 350 ft. Estimated construction cost
$190,500, first year operating cost $70,000, revenue
$75,000. P. O. address Victoria Bank & Trust
Bldg., Victoria. Studio and trans, location Vic-
toria. Geopraphic coordinates 28° 47' 00" N. Lat.,
96° 58' 16" W. Long. Trans, and ant. RCA. Legal
counsel R. K. Prescott. Dallas, Tex. Consulting
engineer Guy C. Hutcheson, Arlington, Tex. Sole
owner Albert B. Alkek is majority owner of
KNAL Victoria and former 50% owner of KNAL-
TV Victoria. Announced May 1.
APPLICATION
Kansas City, Mo. — Malco Theatres Inc., uhf ch.
65 (776-782 mc); ERP 722 kw vis., 433 kw aur.;
ant. height above average terrain 278 ft., above
ground 281 ft. Estimated construction cost $295,-
982, first year operating cost $250,000, revenue
$260,000. P. O. address Box 2853, Memphis, Tenn.
Studio location Kansas City. Trans, location Jack-
son County. Geographic coordinates 39° 06' 05"
N. Lat., 94° 34' 53" W. Long. Trans.-ant. RCA.
Consulting engineer Edward W. Deeters, Wash-
ington, D. C. M. A. Lightman, former owner
WEHT (TV) Henderson, Ky., and WEOA (TV)
Evansville, Ind., will be 75.8% owner. Announced
May 1.
New Am Stations
ACTIONS
Phoenix, Ariz. — Grand Canyon Broadcasters
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
NEW ENGLAND
NETWORK
$110,000
Well-rounded
economy and
high retail sales
in this important
market. 29%
down.
MIDWEST
MAJOR
MARKET
$350,000
Valuable station
in 500,000 mar-
ket. Valuable real
estate & earn-
ings. $100,000
down.
SOUTH
DAYTIME
INDEPENDENT
$175,000
An important
south eastern
market. Blues,
Rock-N-Roll for-
mat. Terms avail-
able.
SOUTHWEST
TEXAS
NETWORK
$30,000
Single station.
Small but highly
prosperous oil
center. Financing
available.
WEST
CALIFORNIA
NETWORK
$125,000
A substantial
market with a
growing agricul-
tural and indus-
trial economy.
$50,000 cash
down.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
May 6, 1957 • Page 103
FOR THE RECORD
Inc., granted 1580 kc, 1 kw D. P. O. address P. O.
Box 1974, Phoenix. Estimated construction cost
$17,410, first year operating cost $56,000, revenue
$66,000. Principals include Pres. William P. Led-
better (13%), former employe, KRIZ Phoenix;
Vice Pres. Charles E. McHatton (less than 1%);
Secy.-Treas. Don E. Jackson (less than 1%), and
others. Announced April 25.
Walsenburg, Colo.— Floyd Jeter granted 1380
kc, 1 kw D. P. O. address 1502 W. Oklahoma, Enid,
Okla. Estimated construction cost $7,390, first
year operating cost $15,864, revenue $24,000. Mr.
Jeter is engineer-announcer, KCRC Enid, Okla.
Announced April 25.
Panama City Beach, Fla. — Mel Wheeler granted
1290 kc, 500 w D. P. O. address Box 431. Pensa-
cola, Fla. Estimated construction cost $14,205, first
year operating cost $45,000, revenue $55,000. Mr.
Wheeler is pres.-gen. mgr.-25% owner, WE AR-
AM-TV Pensacola, Fla., and gen. mgr., WJDM
(TV) Panama City. Announced May 1.
Winter Garden, Fla. — E. V. Price granted 1600
kc, 1 kw D. P. O. address P. O. Box 83, Kissim-
mee, Fla. Estimated construction cost $18,779,
first year operating cost $23,845, revenue $28,500.
Mr. Price is former employe of WRWB Kissim-
mee. Announced April 25.
Macon, Ga.— William H. Loudermilk granted
900 kc, 250 w D. P. O. address Macon. Estimated
construction cost $13,638, first year operating cost
$36,310, revenue $60,000. Mr. Loudermilk is chief
engineer, WEAS Decatur, Ga. and owns radio-
tv repair service. Announced May 1.
Manchester, Ga. — Radio Manchester Inc. grant-
ed 1370 kc, 1 kw D. P. O. address P. O. Box 526,
Winder, Ga. Estimated construction cost $17,427,
first year operating cost $36,000, revenue $48,000.
Principals are equal owners Pres. C. H. Grider,
33 3% owner-general manager WIMO Winder,
33.3% owner WGSW Greenwood, S. C; Vice Pres.
George B. Cook Jr., WGSW manager; Secy.-Treas.
George T. Burton Jr., salesman WTRP La Grange,
Ga., and W. C. Woodall Jr., 50% owner WDWD
Dawson, Ga., 33.3% of WGRA Cairo, Ga., 33.3%
WIMO and 50% of WGSW. Announced May 1.
Mission, Kan.— Mission Bcstrs. Inc. granted
1480 kc, 500 w DA-D. P. O. address % Tom E.
Beal, 5420 Johnson Drive, Mission. Estimated con-
struction cost $24,006, first year operating cost
$44,000, revenue $52,000. Principals include Carl
F. Maupin (pres.-16.4%), Kansas travel agent;
Mr. Beal (sec. -29 .8%), commercial mgr., KLWN
Lawrence, Kan.; John L. Humphreys (29.8%),
engineer, KOAM Pittsburg, Kan. Announced
April 25.
Presque Isle, Me. — Northeastern Bcstg. Co.
granted 950 kc, 1 kw D, remote control trans.
P. O. address Smith Bldg., Main St., Presque
Isle. Estimated construction cost $25,017, first year
operating cost $45,400. revenue $52,000. North-
eastern Bcstg. is wholly owned subsidiary of
Community Bcstg. Service (WABI Bangor, Me.).
Announced April 25.
Cleveland, Miss.— Lawrence A. Feduccia granted
1410 kc, 1 kw DA-D. P. O. address 134 North St.,
Cleveland. Estimated construction cost $9,940,
first year operating cost $21,000, revenue $30,000.
Mr. Feduccia is owner of cafe and record shop
and former announcer for WCLD Cleveland.
Announced April 25.
Plymouth, N. C— Harry A. Epperson Sr. grant-
ed 1470 kc, 1 kw D, remote control trans. P. O.
address Ararat, Va. Estimated construction cost
$21,063, first year operating cost $33,550, revenue
$38,500. Mr. Epperson owns WBRG Lynchburg,
Va. Announced May 1.
Grants Pass, Ore.— James O. Wilson Jr. and
Jim T. Jackson d/b as Grants Pass Bcstg. Co.
granted 1270 kc, 1 kw D. P. O. address 2332 Or-
chard St., Klamath Falls, Ore. Estimated con-
struction cost $10,100, first year operating cost
$25,000, revenue $36,000. Mr. Wilson is salesman-
announcer, KLAD Klamath Falls, Ore. Mr. Jack-
son is KLAD salesman. Mr. Wilson and Mr. Jack-
son also have am applications pending for Red-
ding, Calif., and Eureka, Calif. C. E. Wilson,
brother of Mr. Wilson, and P. D. Jackson, brother
of Mr. Jackson, own KLAD, KBOY Medford,
Ore.; KPUY Puyallup, Wash., and are applicants
for am in Weed. Calif. Announced May 1.
Marion, S. C. — Pee Dee Bcstg. Co. granted 1430
kc, 1 kw D, remote control trans. P. O. address
% AI G. Stanley, 514 Goodwin Ave., Lumberton,
N. C. Estimated construction cost $16,473, first
year operating cost $3'5,000, revenue $50,000. Prin-
cipal stockholder is Mr. Stanley (vice pres.-70%),
mgr., WTSB Lumberton. Announced April 25.
Alcoa, Tenn. — Louis Chiles, Fred Atchley, Dr.
Ronald Ingle and Herman Petre, d/b as Blount
County Bcstg. Co. granted 1470 kc, 1 kw D, re-
mote control trans. P. O. address % Mr. Chiles,
5710 Jacksboro Pike, Knoxville 18, Tenn. Esti-
mated construction cost $14,944, first year oper-
ating cost $34,300, revenue $50,000. Mr. Chiles is
salesman, WROL Knoxville, Tenn.; Mr. Atchley
is 10.56% owner of WSEV Sevierville, Tenn.;
Dr. Ingle is dentist, motor court owner, other
interests; Mr. Petre is weatherstrip-insulation
firm salesman. Announced April 25.
APPLICATIONS
Riviera Beach, Fla. — Public Service Bcstg., 1380
kc, 500 w D. P. O. address Box 1486, Fort Myers,
Fla. Estimated construction cost $7,000, first year
operating cost $29.0^0 revenue $37,000. Robert
Hecksher, owner WMYR Fort Myers, will be sole
owner. Announced April 26.
Kingston, N. Y. — Austin E. Harkins tr/as Big
River Bcstrs., 1300 kc, 1 kw D. P. O. address %
Mr. Harkins, Rte. 5, Lebanon, Pa. Estimated con-
struction cost $24,020. first year operating cost
$60,000, revenue $75,000. Mr. Harkins. 25% owner
application for am in West Chester, Pa., will be
sole owner. Announced April 29.
Farmville, N. C— Atlantic Bcstg. Corp., 1280
kc, 1 kw D. P. O. address % Bert M. Montague,
Box 1841, Raleigh, N. C. Estimated construction
cost $20,496. first year operating cost $26,500, rev-
enue $31,500. Mr. Montague, assistant to Chief
Justice of Supreme Court of North Carolina, J.
A. Raines, stockholder WCDJ Edenton, N. C,
and Ray A. Childers, president WCDJ, are equal
partners. Announced Mav 1,
Black River Falls, Wis.— Clarkwood Bcstg.
Corp., 1260 kc, 1 kw D. P. O. address 1710 N.
Central Ave., Marshfield. Wis. Estimated con-
struction cost $16,500, first year operating cost
$35,000, revenue $38,000. Applicant is licensee of
WDLB-AM-FM Marshfield. Owners are Judith
S. Scofield (50%) and Hartley L. and Margery S.
Samuels (25% each). Announced April 29.
Existing Am Stations . . .
APPLICATIONS
WITA San Juan, P. R. — Seeks cp to change
frequency to 1030 kc, power to 1 kw and change
ant. system.
WEBY Milton, Fla. — Seeks cp to Increase power
to 5 kw and install new trans.
KDMA Montevideo, Minn. — Seeks cp to change
frequency to 1460 kc, power to 1 kw and install
DA-1.
WEZB Homewood, Ala. — Seeks cp to change
ant-trans, location and station location to
Birmingham.
Ownership Changes . . .
ACTIONS
KBIF Fresno, Calif. — Granted assignment of li-
cense from John Poole Bcstg. Co. to KBIF Inc.
for $40,800. David T. Harris (25.5%), station
manager KWG Stockton, Calif., Ethan Bernstein
(25.5%), salesman KM J Fresno, and John Poole
Bcstg. Co. (49%), licensee KBIG Avalon, owns cp
for KBID-TV Fresno and KBIC Los Angeles, all •
Calif., are owners. Announced May 1.
WGFS Covington, Ga. — Granted assignment of '[
license from Georgia Bcstg. Co. to R. William
and Betty Jean Hoffman for $30,000. Mr. and Mrs.
Hoffman are (50%) owners of WKBL Covington, -
Tenn. Announced May 1.
I
WPEO Peoria, 111. — Granted assignment of li-
cense from WREO Inc. to Dandy Bcstg. Corp. for '
$170,000. Equal partners are Merritt Owens, ad- <
vert'sing interests, Robert E. Sharon, salesman
WHB Kansas City, Mo., Kenneth R. Greenwood,
salesman WHB. and Lee Vaughn, attorney. An-
nounced May 1.
WBOW Terre Haute, Ind.— Granted assignment
of license from Banks of Wabash Inc. to Radio
WBOW Inc. for $108,000. Jerome W. O'Connor,
owner WPFA Pensacola, Fla., will be 70% owner. '
Thomas L. Davis, 50% owner KLEE Ottumwa,
Iowa, and Ray Freedman, advertising interests,
will each be 13.4% owners. Announced May 1.
KCRG-AM-TV Cedar Rapids. Iowa— Granted >
transfer of control of Gazette Company (parent
corporation of licensee corporation) from five
voting trustees to all 11 stockholders. Corporate
change. No change of control. Announced May 1.
KOWB Laramie, Wyo. — Granted transfer of
control of licensee corporation from Snowy
Range Bcstg. Co. to KOWBoy Bcstg. Co. for $75,-
000. Richard P. McKee (51%), former employe ^
of WINS New York and NBC, and Virginia A. j
McKee (48%). former tv writer, are KOWBoy
principals. Announced May 1.
APPLICATIONS
KHEP Phoenix, Ariz. — Seeks assignment of
license from Bam Ray Bcstg. Co. to Grand Can-
yon Bcstrs. Inc. for $252,000. Grand Canyon, per-
mittee for 1580 kc Phoenix, will be sole owner. "
Announced April 24.
KVFC Cortez, Colo. — Seeks assignment of li-
cense from Jack W. Hawkins and Barney H.
Hubbs to Mr. Hawkins, Mr. Hubbs and James W.
Hawkine for $3,304 for 8% of Jack Hawkins' hold-
ings. James Hawkins is son of Jack Hawkins.
Announced April 24.
WDBF Delray Beach, Fla. — Seeks assignment
of license from Delray_ Bcstg. Corp. to Boca Raton
Bible Conference Grounds Inc., for $56,000. Will
be operated as non-profit religious station. An- -
nounced April 24.
WDCL Tarpon Springs, Fla. — Seeks transfer
of control of licensee corporation from Freede- ■
Miller Bcstg. Co. for $22,500. John T. Gibson,
50% owner WDDT Greenville, Miss., W. Hodding
Carter, 50% owner WDDT, McClain Bowman,
planter, and Floyd HuddJeston, composer, will
be 50% owners of station. Announced May 1.
WSNT Sandersville, Ga. — Seeks transfer of con-
trol of licensee corporation from Washington
Bcstg. Co. to Herschel L. Webster and John C.
Foster for $27,000. Mr. Webster (51%) farm equip- '
ment dealer, and Mr. Foster (49%), announcer ,
WCON Cornelia, Ga., will be owners. Announced
April 29.
KCLN Clinton, Iowa — Seeks assignment of li-i!
cense from Mississippi Valley Bcstg. Co. to
Valley Tv & Radio Inc. for $35,000. Wharton H.
Murray (33V3%). partnpr KCLN. John R. Liv-
ingston (30%). 80% WPEO Peoria, 111., John E.
Pearson (30%), Errett G. Zendt (6%%), officer
WPEO. will be owners. Announced April 24.
WJQS Jackson, Miss. — Seeks assignment of li-
cense from Milner Enterprises Inc. to Dumas"
Milner Bcstg. Co. for $75,000. Both companies"
owned by Dumas Milner. Announced May 1.
KTRC Santa Fe, N. M. — Seeks assignment of
license from J. Gibbs Spring and Bayne Spring
to Garfield C. Packard for $25,000. Mr. Packard,
former 33V3% owner KICA-AM-TV Clovis, N. M., !
will be sole owner. Announced April 24.
WNCC Barnesboro, Pa. — Seeks negative con-:
trol of licensee corporation by Richard Todhunter
Jr. for $10,000. Mr. Todhunter will own 50% '
through purchase of stock from Ralph Green-
wood, present 25% owner. Announced April 26.
WBUT Butler, Pa. — Seeks assignment of li-
cense from J. Patrick Beacom to Mr. Beacom and
Harold W. Critchlow for $5,800. Mr. Beacom
(80%), 70% WWW Grafton and (98%) WJPB-TV
Fairmont, both W. Va. and Mr. Critchlow (20%),
gen. mgr. WBUT. Announced April 29.
WPAW Pawtucket, R. I. — Seeks control of li-
censee corporation by Dominick A. Hyszok
(1007o) through purchase of stock (50%) from
Neal D. Murphy for $19,900. Mr. Hyszok, formerly
owned 50% WNAF Providence, R. I. Announced
April 29.
KSTB Breckenridge, Tex. — Seeks assignment ol
license from Radio Breckenridge to Hugh M.
McBeath for $50,000. Mr. McBeath, chief engineer
KXOL Fort Worth, Tex., will be sole owner. An-
nounced April 24.
KGOS Torrington, Wyo. — Seeks assignment oil
license from DeVeny-Kath Bcstg. Co. to Kermii .
G. Kath for $13,000. Mr. Kath, former partner
Continues on page 111
Broadcasting • Telecastini
1
Southeast
S.WJMMMM
Atlantic Seaboard independent
with unusual growth possibilities.
Exceptional facility. AH cash re-
quired.
Southwest
S1GO.OOO.OO
Good facility in progressive
market in need of owner-operator.
Good real estate and high fixed
assets. Can be financed with 29%
down for the right buyer.
NEGOTIATIONS • FINANCING • APPRAISALS
m
%mmm&
j^Lackburn
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
ynpanif
ATLANTA
Clifford B. Marshal
Stanley Whitaker
Healey Building
Jackson 5-1576
Page 104 • May 6, 1957
PROFESSIONAL CARDS
NSKY & BAILEY INC.
irtive Offices
De Sales St., N. W. ME. 8-541 1
es and Laboratories
1339 Wisconsin Ave., N. W
Lington, D. C. ADams 4-2414
Member AFCCE
lmercial Radio Equip. Co.
serett L. Dillard, Gen. Mgr.
{(NATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
USSELL P. MAY
14* St., N. W.
ilngton 5, D. C.
Sheraton Bldg.
REpublic 7-3984
Member AFCCE '
\. EARL CULLUM, JR.
ONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
O. P. ADAIR ENG. CO.
I Consulting Engineers
Radio-Television
Communications-Electronics
I Eye St., N.W., Washington, D. C.
jpnive 3-1230 Executive 3-5851
Member AFCCE*
OHN B. HEFFELFINGER
1 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
6 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St.. N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE '
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
LOWELL R. WRIGHT
Aeronautical Consultant
serving the radio A tv industry
on aeronautical problems created
by antenna towers
Munsey Bldg., Wash. 4 0. C.
District 7-1740
(nights-holidays telephone
Herndon, Va. 114)
SERVICE
D IRECTO
R Y
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
COLLECTIONS
For the Industry
ALL OVER THE WORLD
TV — Radio — Film and Media
Accoun's Receivable
No Collections — No Commissions
STANDARD ACTUARIAL WARRANTY CO.
220 West 42nd St., N. Y. 36, N. Y.
LO 5 5990
Broadcasting
Telecasting
May 6, 1957 • Page 105
CLASSIFIED ADVERTISEMENTS
RADIO
RADIO
RADIO
Help Wanted
Management
Sales manager with executive potential for major
market network station. Excellent income for
right man, with department override, commis-
sions, and quarterly bonus. If interested in this
lucrative position, send full information and pic-
ture to Box 512G, B-T.
Sales manager for California major market net-
work station. Must be aggressive, experienced in
competitive selling and be able to train sales
staff. Medium sized market provides excellent
opportunity for producer. Box 532G, B«T.
Go getting sales manager for California medium
market network station. Ability to hire and train
producing salesmen essential. Box 560G, B-T.
Sales manager. Excellent situation for right man.
Salary, commission and override. Box 574G, B»T.
Sales manager who loves to sell. Five figure in-
come. Strong independent, major market, north-
ern Illinois. Box 575G, B-T.
Growing eastern chain needs assistant managers
immediately. Prefer someone who is presently a
chief announcer, program director or salesman
with announcing background. All applicants
must be married, must have car, must be willing
to locate permanently in a growing organization.
Excellent salary and bonus arrangement. Promo-
tion to manager assured eventually. Send tape,
resume and photo to Box 590G, B»T.
Single station kilowatter seeks manager strong
on small market sales. Delightful rural New
England areas. $100 salary plus incentive plan
should assure $10,000 earnings. R. F. Nims. Ex-
ecutive Vice President, WCAT, Athol, Mass.
Sales
Opporunity of a lifetime! Aggressive, high cali-
bre men with extensive regional or national radio
or tv station contacts. Men who travel and sell
programs, films, promotions, or services. For
district managerships. Starting draw $12,000.
Overrides plus commissions will earn right men
considerably more. Advertising Consultants, Inc.
Box 484G. B»T.
Account executive wanted by top-Florida net-
work station. This is an ideal opportunity for
two hard-hitting sales executives who want
to make money in a major market. Send full
information, pictuTe to Box 487G, B«T.
Salesman wanted for hottest music-news on east
Atlantic. Needs experienced salesman who has
proven he can sell music-news. Fast growing
chain. Chance to advance to management. Guar-
anteed salary or 15% which ever is the greater.
Metropolitan city. Box 573G, B«T.
Salesmen — young, personable, free to travel, sell
special television promotion package. Expenses
during training. Commission when qualified. Give
previous selling experience and as many particu-
lars as possible. Box 594G, B»T.
Vacation with pay — live in the land of the sun
and make money doing it. If your imagination
creates ideas that sell, we need announcer-
salesman. WABR is bright, young, fast-growing
music and news operation surrounded by perfect
climate, recreation and rich accounts. Send tape,
resume, photo. Ray Gunckel, WABR Radio, Box
7547, Orlando, Fla.
Salesman wanted for WALY, music and news in
Herkimer-Ilion, New York. $90 week salary or
15% which ever is greater. Must have proven
record of sales. Contact Mr. Adelman at Palmer
House Hotel, Herkimer, New York, or Mr. Whit-
mire at WLLY, Broad Grace Arcade, Richmond,
Virginia.
Experienced salesman for metropolitan market.
5000 watt station. Excellent opportunity with good
chance for advancement. Car required. Howard
Hayes, WOKO, Albany, New York.
Salesman: WOOD, Western Michigan's leading
station needs young, aggressive salesman for
expanding staff. Excellent opportunity for an
above average income. Send full resume to
Michael O. Lareau, WOOD, Grand Rapids, Michi-
gan.
Help Wanted— (Cont'd)
Announcers
$700 a month for DJ with glib, fast-paced de-
livery. Rhyming intros to records. Limited rock
'n roll, mostly good pops and albums. Wanted by
station in Midwest. Box 781E. B»T.
Wanted immediately — combination engineer-an-
nouncer for central Virginia station. Must have
first class ticket. Good salary. Send your tape and
data. Box 406G, B-T.
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 599G, B-T.
Established, expanding daytimer, prosperous
east coast agricultural area, two hours from
four metropolitan centers, needs experienced
DJ, preferably first phone, immediately. Salary
open. Box 471G, B«T.
Excellent opportunity for experienced disc jock-
ey .. . strong on commercials, at one of the
South's leading independents. Favorable work-
ing conditions plus retirement plan. Top salary.
Send tape and resume, to Box 488G, B>T.
• DEADLINE: Undisplayed — -Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 20tf per
word
$2.00 minimum
• HELP WANTED 254 per word
$2.00 minimum
• All other classifications 30<t per word
$4.00 minimum
• DISPLAY ads $15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
First phone combo strong on announcing for
Michigan, salary excellent, no drifters, send
tape and resume. Box 500G, B«T.
D J-personality for top-flight major market (first
10) network operation in midwest. Must be ex-
perienced, no beginner. Unlimited opportunity,
income open to discussion. Send full details,
photo and audition tape to Box 511G, B«T.
Well established Minnesota station needs sales-
man-announcer. Experienced in time selling not
necessary but must be energetic, hard-working.
Good salary plus commission. Box 552G, B-T.
Excellent position opening in midwest 50 kw for
top-notch DJ. Top pay and security for right
man. Send complete resume. Box 554G, B«T.
Southern California network station needs staff
announcer-AFTRA scale. Send complete details,
tape, and recent photograph for our files. Box
557G, B«T.
Good hillbilly announcers wanted. Must be good
personality air salesman. Top pay. Send tape,
letter, to Box 564G, B-T. Georgia station.
Help Wanted— (Cont'd)
Announcers
Illinois kilowatt offers opening for sports, news
staff position . . . will accept radio school grad-
uate whose either interested or qualified for
sports and news . . . send resume, salary expected
and tape. Box 570G, B-T.
Thousand watt independent midwest station
needs combo man, emphasis on announcing.
Salary commensurate with ability. Send audition
tape. Box 571G, B-T.
Announcer and DJ wanted. Please send tape au-
dition of both DJ and news if interested mid-
west radio and television station. Basic salary
to start, $115.00 weekly, five days, 40 hours. Box
595G, B-T.
Play-by-play announcer to cover sports beat and
announce and write daily tv and radio sports-
cast. Must have good voice. Midwest station. Box
597G, B-T.
First phone combo. Permanent. No technical
Better pay. KARE Atchison, Kansas.
Need top announcer . . . music, news, sports
daytimer. Downtown studios . . . new modern
equipment . . . top salary . . . position now open.
Forward full details immediately for fast action
to Lester L. Gould, Manager, KFMA, Box 457
145 Perry Street, Davenport, Iowa.
If you have a first class license, a good voice
like to work, enjoy eating and dressing well
want to live in one of the nation's outstanding
recreational areas, and are looking for a real
opportunity with a growing company, rush let-
ter, tape and photo to Dick Vick, KGEZ-AM-
TV, Kalispell, Montana.
Top pay for top announcer with first class ticket
for top Pulse rated station. Send tape and letter
to Bob Rohrs, General Manager, KJAY, Topeka,
Kansas.
Experienced announcer and newsman. McLendon
stations, all in Texas. Send tapes, Bill Morgan.
General Manager, KLIF, Dallas, Texas.
Combination announcer-salesman. Exceptional
opportunity. Contract Bob Erickson, General
Manager, KOKX, Keokuk, Iowa.
Southern style: Need announcer-engineer to en-
joy living in year-round recreation land in heart
of beautiful central Florida. Fishing, golf, swim-
ming on your time — good pay on ours. First
class ticket required. Maintenance experience
unnecessary. If you'd enjoy congenial co-workers
at sharp, fast-growing news and music station,
send tape, resume, photo. Ray Gunckel, WABR
Radio. Box 7547 Orlando, Florida.
Tampa's leading radio station needs a top per-
sonality DJ. Up-tempo, enthusiastic, sincere!
Must be production-conscious — not afraid of work
with a future, with Tampa's most influential radio
station — Radio Tampa — WALT. Send audition,
background and photo to WALT, Tampa, Florida.
Announcer-salesman. Good opportunity in big
market. WAYE Baltimore 1, Maryland.
North Carolina station wants experienced an-
nouncer. Good pay and ideal working conditions.
WBBO Forest City, North Carolina.
South Florida's top Negro station — WFEC Miami
. . . has opening for experienced DJ. Send tape
and resume.
First phone announcer, if qualified will become
Program Director. Contact Vernon Nunn, WIZZ
Streator, Illinois. Phone 2-2947.
3 station, individual groups has openings: 1. Night
man; 2. local newsman-announcer; 3. morning
man. Jim Miller, WMOO Milford, Mass.
Experienced staff announcer-DJ — good selling
voice — strong on commercials and news. 40 hour
week — car required. Send tape, experience rec-
ord and photo to to Howard B. Hayes, Manager,
WOKO, Albany, New York.
One good radio announcer for better music sta-
tion, WPBC Minneapolis. Contact Bill Stewart.
DOLLAR FOR DOLLAR
you can't beat a classified ad in
getting top-flight personnel
Page 106 • May 6, 1957
Broadcasting • Telecasting
RADIO
Help Wanted— (Cont'd)
Announcers
Wisconsin kilowatt seeks good announcer with
first class license. Also interested in fulltime
editor to gather, edit and air news. Send com-
plete d?tails and audition. Robert Bodden. Mana-
ger WSWW, Platteville. Wisconsin.
WTAC, Flint's (Michigan's second market) num-
ber one rated station, wants a fast paced DJ
immediately — do news and hard sell commercials.
Send full resume and tape. (Tape returned
promptly.) Attention: Dick Kline. WTAC, The
Big Station Inc., P. O. Box 939, Flint, Michigan.
Technical
Chief engineer for Pennsylvania station. Prefer
man with car who desires to locate permanently
in growing chain. Opportunity to supervise new
construction in near future. Good salary, regular
raises, paid vacations, travel expenses. Apply in
writing, enclose references and photo to Box
588G, B-T.
1st phone engineer-announcer, and/or salesman
for major market, excellent opportunity for go
getter. WAYE Baltimore 1, Maryland.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
Immediate opening for first phone technician.
Must have car. Permanent position. Contact at
once, Frank Laughlin, WGEM - AM - FM - TV,
Quincy, Illinois.
Engineer, first class license. Experienced trans
mitter and control room. WIBX, Utica, N. Y.
Excellent opportunity for engineer-announcer.
1 kw daytimer. Good pay and working conditions,
! 40 hours. Contact WTUX Wilmington, Delaware.
Engineers, first phone for radio-tv chain under-
going expansion. Opportunity for advancement
for the right man, with or without previous ex-
perience. Apply Tim Crow, Rollins Broadcasting,
414 French Street, Wilmington, Delaware.
Engineers. Expanding operations. Hawkins
[ Broadcasting Services, 920 King, Wilmington,
Delaware.
Chief engineer for new eastern 1 kw. Apply Nick
Andrews, 50 West Main Street, Mt. Kisko, New
York. MT 6-4122.
Programming-Production, Others
News. Excellent opportunity for experienced
newscaster, reporter and editor. Leading mid-
western metropolitan station. Detail full partic-
ulars, including salary expected, when available.
Attach small photo, which cannot be returned.
Confidential. Box 464G, B-T.
Wanted: Executive type secretary. Must be adapt-
able, resourceful and, above all, alert. Handle
correspondence for home office of burgeoning
broadcasting chain. Should have thorough, or
at least basic, knowledge of radio and allied
fields. No ulcer factory. Happy, congenial, "coun-
try club" type surroundings in major midwestern
city. Company benefits make it almost as profit-
able to be ill or decease. Very top pay to the
i right girl. Run, do not walk to the nearest type-
writer and send all details to Box 481G, B-T.
Newsman for aggressive Pennsylvania independ-
ent. Our man has moved up to 50 kw. Experi-
enced writing and airing local news. Must be
a self-starter. $75 to start; $85 after man proves
himself. Box 522G, B-T.
1 Program director-office manager. White man,
23-33, experienced copy-traffic production. Negro
programmed stations — choice of 2 southern cities.
I Excellent opportunity for advancement. Send
i resume, photo. Box 538G, B-T.
Top-flight newsman to gather, write, edit, and
air news and operate mobile unit. Will be addi-
tion to red-hot major market east coast indie
news outlet. Send tape, resume, and salary ex-
pected to Box 548G, B-T.
Program director— excellent opportunity for
qualified person in fast growing midwestern uni-
versity town. Reply fully, stating background,
expected salary, etc. Box 556G, B-T.
. Newsman— gather, write, edit and broadcast lo-
cal news. Also handle public service and special
events. Must be permanent and able to fit in.
Box 596G, B-T.
Aggressive experienced, morning newsman for
Ohio 5000 watt independent, writing and editing
ability necessary. WHHH, Warren, Ohio
RADIO
Help Wanted— (Cont'd)
Programming-Production, Others
Newscaster — immediate opening to take over ra-
dio news department. Must have solid background
plus voice and ability. Send tape, audition and
biographical background to Bill Frosch, WISH,
Indianapolis, Indiana.
Radio continuity writer. Capable woman with
some experience writing radio copy. Address
Program Director. WOC-Radio, Davenport, Iowa.
Include copy samples, snapshot and experience
resume.
Radio news teacher, related courses, one year
beginning September; can take graduate work;
BA. essential. School of Journalism, State Uni-
versity of Iowa, Iowa City.
Situations Wanted
Management
Young, experienced manager, who can sell. Avail-
able August 1st. Seeking radio or tv position with
financial insentive. Prefer New York or Pennsyl-
vania. Box 528G, B-T.
Assistant manager, 9 years, 34. family, seeking
manager post. Midwest. Box 578G, B-T.
Station manager of one of the nation's top music-
news-sports independents in major metro market
looking for new challenge. Six years experience
in administration, sales and program manage-
ment, backed by ten more in every phases pro-
duction and talent. Interested in an opportunity
commensurate with experience and proven ability
to produce. Excellent professional, community
and personal references. Principals only, please.
Box 581G, B-T.
Station manager: You can't beat experience. This
live wire of energy at 48 has a wealth of knowl-
edge and showmanship. Manages, sells, gets busi-
ness. Prefer southern markets. Radio Manager, 12
Cromwell Avenue, Greenville, South Carolina.
Sales
Self-starting salesman with manager capabilities
and 11 years sales experience desires connection
with solid but progressive midwest station. Box
453G. B-T.
Announcers
Experienced, employed, midwestern announcer
desires job in south. Air work or production,
four years radio, third class ticket, young, col-
lege, married. Wants good pay! Box 434G, B-T.
Attention northeast: Announcer who sells spots
like he's client. 5 vears experience. Employed.
Salary talent only. Box 498G, B-T.
Announcer-newsman — 1st ticket. 2 years experi-
ence. Desires Florida location. Married, stable.
Best references. Box 521G, B-T.
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 523G, B-T.
Girl-personality, DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
524G, B-T.
Available June 15 — after graduation from Michi-
gan State University. Practical announcing ex-
perience gained last summer in commercial radio.
Box 527G, B-T.
Outstanding DJ looking for permanent location.
Experience. Can build and hold audience with
my format. If you want a good man, contact me.
Box 536G, B-T.
Am-tv-MC-DJ with S.A. (active-minded, thor-
oughly-voiced, music conscious, dive^sifi^d-jester
with sell-ability). Top-rated, "discomedian." 14
years radio ... 2 years tv . . . desire either or
both. iy2 years network. Record sneciaMst . . .
expect ad-lib humor with stopability. 36 . . .
married . . . tv-employed . . . maior-mTket.
Seek permanency . . . showmanship station.
Excellent references. Brochure . . . tapes. Box
541G, B-T.
College junior, 21, wants summer work In radio
drama, versatile. Box 543G, B-T.
Triple threat — announcer, writer, salesman. DJ
for housewife, strong commercial! Write and
produce gimmicks, jingle and loaded with pro-
motion-commercial Ideas. 15 solid years an-
nouncing, writing, selling. Sales department's
best friend. Unhappy present position. 35, and
aggressive. Money talks and I'm listening. Box
544G. B-T.
To Qualified Buyers
Who Hurry
Station 1. Mid-South. 5 kw in a
metropolitan market. Major net-
work affiliate. Grossing in excess
of $290,000. Asking $325,000 with
30% down.
Station 2. West Coast independ-
ent. 1 kw in a growing city sur-
rounded by rich trading area.
Grossing close to $200,000 with
high cash throw-off. Asking $200,-
000 with $60,000 down.
Station 3. Southern. ABC regional
operation in solid industrial city of
60,000. Now grossing near $125,-
000. Asking $105,000 without real
estate. $35,000 down.
Station 4. Far west independent.
250 watt full time monopoly sta-
tion in attractive small city. Gross-
ing over $150,000. Asking $155,-
000 without real estate. 29% down.
ALLEN KANDER
AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye Street, N.W. National 8-1990
NEW YORK
60 East 42nd Street Murray Hill 7-4242
CHICAGO
35 East Waclcer Drive Randolph 6-6760
Broadcasting
Telecasting
May 6, 1957 • Page 107
RADIO
RADIO
TELEVISION
Situations Wanted — (Cont'd)
A nnouncers
Attention! If you're looking for an experienced
(IV2 years), energetic, young, able, friendly and
deep-toned announcer and deejay, then write to
Box 549G, B«T, for full information.
Announcer — radio or tv — fully experienced.
Sports, news, DJ. Good on commercials. Harvard
University graduate. 6' 2", 185 lbs. Picture, tape,
references available. Box 555G, B'T.
Announcer — 1st phone — 7 years experience —
family — currently southern Florida. Box 565G,
B«T.
Announcer: Negro, 12 years diversified experience
including network-television — excellent diction —
quality voice — showmanship — smooth relaxed
commercial DJ — degree — journalism. Perfect
character recommendations. Ingenious-imaculate.
Definite type for station wanting know-how —
intelligence — prestige — scope. Desire position
metropolitan station. Minimum salary — $150.00
week. Age 36. Tape, references — clipping avail-
able. Box 566G, B-T.
Negro DJ, versatile, all phases. Good board opera-
tor, travel. Box 572G, B'T.
Summer replacement-staff announcer: College
speech instructor, single, vet, 3 years experience
including Fort Wayne, Washington, D. C, In-
dianapolis, versatile. Poetry, news speciality.
Bass-baritone. Tape. Writer, commercials, drama.
References. Box 579G, B'T.
Have experience — will travel. 7 years of success-
ful radio and tv announcing with proven com-
mercial value looking for a move that will be
permanent. Box 583G, B'T.
Will be available for a summer DJ-announcer
position. June through September. Bernie Bond,
447 Fort Washington Ave., New York 33, N. Y.
MAIL TO SCHOOL NEAREST YOU
Grantham Schools, Desk 12-J
821 19th Street N.W. HQ 1505 N. Western Ave.
Washington 6, D. C. UI\ Hollywood 27, Calif.
Please send me your free booklet, telling how I can
Kft my commercial FCC license quickly.
Name
Address
City — State
Situations Wanted — (Cont'd)
Announcers
Versatile — eleven years — network quality — strong
news — top DJ — pop, country — Capitol Records
artist — all replies answered. Married, 2 children.
Fred Chapman, 407 1st Street, Calexico, Califor-
nia.
Bob Daniels, 6212 la Mirada, Hollywood 28, Calif-
fornia, has recent experience, 23, single, 2nd
phone, vet and will travel. Tape and photo on
request. References.
Combo, 1st phone, 2 years experience, desires
northwest location. $100 minimum. Howard
Lovdal, 5148 Moddison Avenue, Sacramento,
California.
Top announcer-deejay-salesman— experienced in
sales, radio, public relations, advertising and pro-
motion— college grad, single, 24, ambitious, good
voice, personality. Prefer California, New York
or Cleveland. Al Sheehen, 5126 \\ Raleigh Street,
Hollywood, California. HO 3-7971.
Technical
Chief engineer, 17 years experience high-powered
domestic and shortwave equipment of all types.
Box 531G, B-T.
Regardless of complexity of your station(s) you
have peace of mind with this engineer. All
phases design thru maintenance. Available June.
Box 546G, B-T.
1st class ticket, 1 year radio-tv school, 23,
married, desires location in midwest. Want morn-
ing record show with work on tv affiliate, avail-
able July 1st. Edward Graham, 4629 Sunset Blvd.,
Los Angeles 27, California.
Programming-Production, Others
Desire programming. New England. Seven years
agency marketing, research. Experienced all
phases-announcing, continuity, traffic, merchan-
dising, classical. 34. MS Degree. Box 510G, B'T.
Experienced radio-tv news-sports director with
unlimited energy, ideas, talent, wants job with
unlimited hours, opportunity, air work. Only
stations where news-sports "wag" dog apply.
Box 529G, B'T.
Anybody in San Francisco want smart, saleable,
hard working gal copywriter? 12 years experi-
ence, now employed. Continuity, traffic, library.
Box 534G. B'T.
Continuity director, news editor, assistant PD.
Emcee kiddie shows, women's programs. Fast,
efficient, versatile woman writer. Excellent ref-
erences. 11 years experience radio-television.
Available immediately. Box 535G, B'T.
Illinois program man, 9 years, wants bigger job.
Radio or agency. Box 577G, B'T.
TELEVISION
Help Wanted
Sales
Tv salesman wanted: Top-rated network vhf
station in medium sized midwest market. Ex-
perienced only. $500 per month draw against
liberal commission. Present staff aware of this
ad, address Box 520G, B-T.
Experienced tv salesman. Deal open. Vhf-NBC.
Excellent accounts not covered. Phone Mr. Ramon
Patterson, OXford 8-1505, Chattanooga, Tenn.
Announcers
Pre-freeze vhf in southeast accepting announcer
applications. Tv experience preferred, but top-
notch radio background will be considered. Send
full details of previous experience, including pic-
ture and salary requirements, first letter. Box
439G, B'T.
Good strong air salesman wanted for top-flight
radio-tv operation. Applicant must be able to
work both mediums. Will consider strong radio
announcer with tv potential. Send tape, picture
and resume to Box 586G, B-T.
Florida vhf seeking experienced tv announcer-
director, position available immediately, send
tape, brochure, picture to Program Director,
WCTV Television, P. O. Box 3166 MSS, Talla-
hassee, Florida.
Help Wanted
Technical
Need tv studio and transmitter engineers, first
phone, experience desirable but essential. Pro-
pressive well established company offers many
opportunities and benefits. Full resume, salary
desired, recent snapshot, first letter. Box 530G,
B-T.
Chief engineer, Washington, D. C, vicinity (Mary-
land, Virginia or West Virginia). Twenty years
experience am-fm and tv including color, both
network center and smaller stations. Graduate
engineer. Extensive adminstrative experience.
Box 576G, B-T.
Immediate opening for first phone technician.
Must have car. Permanent position. Contact at -
once, Frank Laughlin. WGEM - AM - FM - TV,
Quincy, Illinois.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee.
Wisconsin.
Programming-Production, Others
Midwestern vhf offers excellent opportunity for
capable director to assume full responsibility over
live programming, including actual direction of
several shows. Work with young, aggressive per-
sonnel to develop and polish schedule of live
programs plus spots. Must have that certain
flair for outstanding direction backed by some
experience, plus ability to lead crews. State full
qualifications in first letter to Box 480G, B«T.
Photographer — southwest — if you own 16 mm.
camera, earn up to $10,000 a year shooting and
selling "on location" commercials for our station.
Box 569G, B'T.
Tv continuity writer. Capable woman with mmi-
mum of one year's experience writing tv copy.
Ability with variety of accounts and to meet
well with clients necessary. Address Program
Director, WOC-TV Davenport, Iowa. And in-
clude copy, samples and snapshot together with
experience resume.
Experienced television copywriter. Salary open.
Vhf-NBC. Call Ramon Patterson, President, Ox-
ford 8-1505, Chattanooga, Tenn.
Situations Wanted
Sales
Eleven successful years in sales. Nine radio, two
tv. Three years sales manager. Family. Best ref-
erences. Six years one employer. Box 567G, B'T.
Technical
Technician, 1st phone — married, 28, wants per-
manent job from Washington, D. C, to Portland
or Florida. Box 537G, B«T.
Chief engineer, 9 years experience in tv station
planning, station construction, equipment design,
personnel recruitment and training, procedures
any svstems developments. For details contact
Box 563G. B'T.
Programming-Production, Others
Free offer: Young man, 29, now with tv network
in public relations-promotion field, offers free
resume to interested parties. Your request enters
you in big contest with reliable prize for the
right entrant. Box 533G, B'T.
Director. Experienced. Can do own switching.
Any growing market. Details on request. Box
542G, B'T.
Experienced program director, practical, hard-
headed, no yes man, desires position with good
progressive station. Family man, college graduate.
Box 562G. B'T.
New and/or public affairs director — will consider
assistant directorship. Highest references, com-
plete background in all phases including video-
tape. Box 582G, B'T.
Xv producer-director. Imaginative, alert. Thor-
ough knowledge tv all phases. 3 years with
present employer. Ability supersedes current
situation. Want to advance. Expand with more
progressive operation. References-resume upon
request. Box 587G, B«T.
Newswriter-producer-director — experienced in
all phases of news, newsfilm, videotape possibil-
ities. Highest references. Box 589G, B'T.
Your First Class Commercial
F. C. C. LICENSE
in
12 Weeks!
More Jobs Than We Can Fill
Jobs in radio-TV-electronics are going begging. A
COMMERCIAL (not amateur) F.C.C. license is your
ticket to higher pay and more interesting employment
We train you quickly — then help you find the job you
want!
Grantham Training Is Best
Grantham School of Electronics SPECIALIZES in
preparing students to pass F.C.C. examinations. We
train ycu quickly and well. All courses begin with
basic fundamentals — NO previous training required.
Beginners get 1st class license in 12 weeks.
A few of our recent grad-
u , n uates, the class of license
Here s Proof! , ' . , ,
they got, and how long it
took them:
_ . ' License Weeks
Paul Schuett, 1314 20th Av.,
Lonpview, Wn. 1st 10
Robert Todd, 216 West End Av.,
Cambridge, Md. 1st 13
Dan Breece, Station KOVE, Lander, Wyo. 1st 12
Lawrence L. Alzheimer, Collins, Mont. 1st 4
Joe C. Davis, Station WABO
Waynesboro, Miss. 1st 11
Paul Chuckiay. 6874 Weber Rd.,
Affton, Mo. 1st 11
Learn By Mail or In Residence
Correspondence training from Washington. D. C. and
Hollywood. Calif. Also, resident DAY and EVENING
Masses held in both cities.
Page 108 • May 6, 1957
Broadcasting • Telecastinc
FOR SALE
FOR SALE
WANTED TO BUY
Stations
S5,000 cash buys 2/3 interest in new station, or
will sell CP. Box 561G, B-T.
250 watter, Pacific Coast, three county market of
41 thousand, retail sales 15 million, highest west
of Mississippi, grossing $45 thousand, net 18 per-
cent after all. Price $58,000, one-third down and
four hundred monthly. My Brothers, Bingham-
ton, N. Y. No telephones. Please use our No.
9906, confirming by airmail.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buvs throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
3kw GE-BT 38 fm transmitter with tubes. Also
GE frequency monitor. Box 526G, B»T.
Composite 500 w am transmitter; real buy where
is as is, $450 or trade for Magnecorder. Box
540G, B-T.
: Western Electric 23C audio consolette, $300.00.
ji Also Magnecorder PT63-AH mechanism and
f PT7-C amplifier, clean, good condition, $300.00.
F Box 547G, B-T.
j 250C Gates 250 watt transmitter. Doolittle Model
| FD-1A frequency monitor. Gates MO 2639 mod-
| ulation monitor. Gates Model 21-B antenna
coupling unit. Gates MO 3294 diod rectifier remote
-; antenna current meter. Fairchild Model F29
,: portable disc recorder. Box 550G, B«T.
' DuMont I-O camera — with used tube — field
< mount model. Terms. Box 568G, B«T.
For sale — reasonable — Collins 21C 5 kilowatt com-
- plete am transmitter, now in operation. Avail-
able after April 30. Wire or phone KANS, HObart
4-2387, Wichita, Kansas.
One RCA OR-l turntable and recording attach-
ment in good working condition. Mail inquiries
and offers to John Powell, KHAS Hastings,
Nebraska.
For sale: One DuMont live camera chain. For
I sale: Two Raytheon KTR-100 microwave systems.
One system eauipped with 4 foot reflectors; one
, system equipped with 6 foot reflectors. Make an
offer for one or both. Contact Bill Hargan,
1 KSBW-TV, P. O. Box 1651, Salinas, California.
t Tv tower 512 feet Stainless heavy duty, guyed,
A-4 lighting. Excellent condition, ready to ship.
\ Make offer. WCOS, Columbia, S.C.
- $800.00 will buy a Presto type 28-N turntable
i unit composed of two 8-N recording turntables
S mounted in a type 12-A table cabinet. Recorder
i is complete with 86-C control panel, two Presto
i 1-C cutter heads, and suction type thread re-
I moval unit. A Presto 88 recording amplifier is
] included. Contact U. L. Lynch, Technical Director,
' Farm & Home Radio, Grand Island, Nebraska.
; Several used RCA 76-C consoles with associated
> power supplies. WMGM, 711 Fifth Avenue, New
a York 22, N. Y.
For sale, Raytheon RC-11 console with 5 mike,
9 remote, and 2 TT input. Currently in use.
Available after May 12. $425.00 F.O.B., WRMN,
Elgin. Illinois.
! 18 new and used guyed towers ranging from 200
' to 350 feet. New towers manufactured by River
; View Welding and Mfg. Co. Complete with light-
. ing and installation if preferred. All towers are
galvanized and made of steel tubing to withstand
100 mile per hour wind velocity. Made on 14-inch
centers. Will sell at very low price, on terms or
lease. Phone 8610, Austell, Georgia.
Complete DuMont camera chain. Pickup control
and monitor. Portable sync generator. Pedestal
dolly. 90mm, 50mm, and 135mm lens. Also tripod
and tracking dolly, miscellaneous lights, mike
boom and film editing equipment. Sound pro-
jector. All excellent condition. Very reasonably
priced. Can be seen in Washington, D.C. Con-
tact W. A. Sawyer, Northwest Schools, 1221 N.W.
21st, Portland, Oregon. Phone CApitol 3-7246.
Equipment
Commercial crystals and new or replacement
crystals for RCA, Gates, W.E. and Bliley holders;
regrinding, repair, etc. Also A. M. Monitor serv-
ice. Nationwide unsolicited testimonials praise
our products and service! Send for catalog. Edi-
son Electronic Co., PR3-3901, Temple, Texas.
Two DuMont camera chains, generator, mixer,
etc. Preview studios, 1441 No. McCadden Place,
Los Angeles.
RCA 1G transmitter — first rate operating condi-
tion; also Truscon 235 feet self-supporting tower.
W. N. Cook, 1433 Vreeland Road, Trenton, Michi-
gan. Phone ORleans 6-2484.
WANTED TO BUY
Stations
Eastern radio station wanted. No brokers please.
Answers kept confidential. Full details first letter.
Box 559G, B«T.
Radio station in $60,000 to $75,000 class midwest
preferred. Box 593G, B^T.
Fm needed — we will go for it. Thousand watts
minimum. WABZ. Albermarle, North Carolina.
Private conservative service. Confidential negoti-
ations. New Mexico, Colorado, Texas, Louisiana,
Arkansas, Kansas, Missouri, Oklahoma. Ralph
Erwin. Licensed Broker. 1433 South Trenton,
Tulsa.
Equipment
Wanted: Used channel 12 tv transmitting antenna.
Two to six bays and diplexer. State condition
and price. Box 494G, B-T.
Equipment
Need light used antenna about 160 feet. Reason-
ably priced. Box 553G, B^T.
Fm wanted: 3 or 5 kw transmitter; frequency,
modulation monitors; antenna. Box 600G, B»T.
10 kw fm transmitter with monitor plus any
other associated fm equipment. State condition
and final price. Box 584G, B«T.
Wanted to buy: RCA 44BX or Mi-3027-G micro-
phone. State price and condition. WCHN Nor-
wich, New York.
INSTRUCTION
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio 8c Televi-
sion School. Dept. B. 1627 K Street, N. W.. Wash-
ington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
SERVICES
Station managers. A new service provides cus-
tom spots, sound effects, production spots, new
voices, continuity. As little as $3.00 monthly. In-
quire, Box 463G, B-T.
EXAMPLE
PRACTICAL TV TRAINING
Cherry Blossom
This is a typical example of the practicality
of ALL of Northwest's training programs.
These students are actually doing a live
remote from Washington's Cherry Blossom
Parade. ALL Northwest classes are trained
using methods like these — letting students
work in a practical manner with everyday
Telecasting problems. For TOP TV people
in all sections of the country, call John
Birrel.
Covered
By DC Students
NORTHWEST
HOLLYWOOD. CALIFORNIA
1440 North Highland
HO 4-7822
Television - Radio Division
540 N. Michigan Avenue
DE 7-4504
Mm ms am Mm. mmk a gm home office-
9«llll Wild 1221 N. W. 21st Avenue
Portland, Oregon . CA 3-7246
WASHINGTON, D. C.
1627 K Street N.W.
RE 7-0343
Broadcasting • Telecasting
May 6, 1957 • Page 109
RADIO
RADIO
Help Wanted
Situations Wanted
Sales
Management
*
*
*
*
MAN OR WOMAN
Sales-service fulltime travel opportunity with
radio-TV sales promotion firm sold over 160
markets, 40 states. (No crew deal — NARTB
Associate member.) Salary, incentive bonus,
full expenses. Unlimited chance for execu-
tive position. Must be over 30, have car —
appearance, personality prime inmportance.
Write full background, availability, recent
snapshot. Interview will be arranged.
Box 497G, B»T
*
*
t
*
RADIO SALES
Opportunity with an unlimited future
for an aggressive local radio salesman.
50,000 watt major market network
affiliate in southeast is looking for a
true radio enthusiast who is mature
and experienced with a proven sales
record. Will pay salary plus commis-
sion commensurate with ability. Send
photo and complete resume to
Box 585G, B*T
Announcers
ANNOUNCER
We want a top announcer to join
our staff. He must not be a begin-
ner but an experienced man who
knows both radio and television.
We are a progressive radio and
television operation located in one
of the finest communities in the
country. We will start the man
selected at $100.00 a week plus
TV talent. This is an ideal oppor-
tunity. Send full details, photo
and tape in your first letter to
Earl Bovles
Executive Vice President
WLEX-AM-TV
Lexington, Kentucky
Technical
First class engineer for routine
maintenance of 250 watt station, [J
plus servicing of wired music ac-
counts and supervision of instal-
lation of new wired music ac-
counts. $100 salary plus car
allowance. Send application
Box 539G, B«T
MM
Page 110 • May 6, 1957
X CO
car x
MEMORANDUM
To: THE OWNER
From: THE STEADIEST, SAVVY-
EST, SELLING-EST MANA-
GER YOU COULD FIND ....
.... for a medium market radio
and/or TV setup that must make more
money and more friends. Eleven years
standout record of smooth management
and top selling. Favor incentive oppor-
tunity. Complete presentation on request.
Box 551G. B-T.
yy. yy, yy, yy, yy. y/~. yy. s/-. yy. yy. yy. yy. -^y. yy
§ GENERAL MANAGER |
GENERAL MANAGER
§ COMMERCIAL & PROGRAM MANAGER
§ Versatile television-radio executive with ex
^ cellent 22 year record in sales, program-
§ming and management of stations, networks, y
, agencies both in New York and smaller cities.
^ Desire to leave Madison Avenue for more
. 5
congenial living. Interested in joining dynamic y
TV-Radio group. Salary secondary considera- &
§ tion. Will relocate anywhere for right co
£ pany. Age 42. Married. Top references and
y contacts. Immediate availability. Write now
V in confidence to
Box 592G, B»T
§
§
y. y/-. yy-- yy. yy.'yy.yy. ^y. yy. yy. yy yy.^y. yy.
REPENTANT WRETCH
Lured away by the wiles of a siren, #
after 14 years marital bliss. Now
thoroughly disillusioned, wants to
return to his first true love — radio.
Rich background of over 20 years
in advertising, including 1 1 years
with top station, 3 years with lead-
ing rep. Outstanding record in
sales, sales development and pro-
motion. Seeks administrative oppor-
tunity preferably New York Area.
Box 580G, B«T
FOR SALE
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
EMPLOYMENT SERVICES
TOP JOBS— TOP PEOPLE
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager . . . .•
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 'K' St. N.W.
Washington, D. C. — RE 7-0343
NATIONWIDE PLACEMENT SERVICE
Radio-TV Personnel
Scientific selection and placement; better
results for your station or your career.
P. O. Box 8585 Jacksonville, Fla.
Planning
a Radio
Station?
RCA
PROGRESS
PURCHASE
PLAN
Flexible Financing
for Broadcasters
Here's a brand new
financing plan that will
take a load off your
pocketbook and speed
you on your way to
station ownership!
RADIO CORPORATION
of AMERICA
Broadcasting • Telecasting
FOR THE RECORD
Continues from page 104
will be sole owner. Announced April 24.
NARBA Notifications . . .
List of changes, proposed changes and correc-
tions in assignments of Canadian Broadcast
Stations Modifying Appendix containing as-
signments of Canadian Broadcast Stations
i Mimeograph 47214-3) attached to the Recom-
mendations of the North American Regional
Broadcasting Agreement Engineering Meeting
January 30, 1941.
Canadian Change List 110 March 28, 1957
730 kc
CKDM Dauphin, Manitoba, 1 kw D, 250 w N
ND unL II. EIO 11-15-57.
Brandon, Manitoba 10 kw DA-2 unl. II. Delete
assignment.
1300 kc
Richmond Hill, Ontario, 500 w ND D. III. EIO
12-15-57.
1340 kc
CKMR Newcastle, N. B., 250 w ND unl. IV.
Delete assignment (now in operation on 790 kc).
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 5
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y., ch. 7
(9-24-56); Biloxi, Miss., ch. 13 (12-18-56);
San Francisco-Oakland, Calif., ch. 2 (3-11-
57).
AWAITING ORAL ARGUMENT: 6
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro. Ky„ ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57); McKeesport-Pitts-
burgh, Pa., ch. 4 (4-10-57).
IN HEARING: 5
Cheboygan, Mich., ch. 4; Mayaguez. P. R.,
ch. 3: Lubbock. Tex., ch. 5; Sioux Falls, S.
D., ch. 13; Ponce P. R., ch. 7.
IN COURT: 5
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth, Va., ch.
10; Knoxville, Tenn., ch. 10; Miami, ch.
10; Supreme Court: Shreveport, La., ch. 12.
change ERP to vis. 316 kw, aur. 191 kw, change
type trans, and make other equipment changes;
ant. 710 ft.
Actions of April 22
WFMQ (FM) Hartford, Conn.— Granted cp to
change frequency to 105.9 mc.
WDAU-TV Scranton, Pa. — Granted mod. of cp
to change ERP to vis. 479 kw, aur. 245 kw, make
minor changes in ant. system and trans., ant.
1350 ft.
The fo"r>wing were granted extensions of com-
pletion dates as shown: WJBK-TV Detroit, Mich.,
to 11-14; WKAT-FM Miami Beach, Fla., to 11-12.
April 29 Applications
ACCEPTED FOR FILING
Modification of Cp
WOOL Athens, Ga. — Seeks mod. of cp to change
studio location, type trans, and remote control
trans.
WT"\M . Decatur, Ga. — Seeks mod. of cp to
change ant. -trans. -studio-station location and
change DA.
WISK St. Paul, Minn.— Seeks mod. of cp to
change ant.-trans. location and change DA.
KBCS Grand Prairie, Tex. — Seeks mod. of cp to
change licensee name to Three Cities Radio Inc.
WA LB-TV Albany, Ga. — Seeks mod. of cp to
change ERP to 91.2 kw vis., 45.5 kw aur., correct
geographic coordinates, install new ant.
WWL-TV New Orleans, La. — Seeks mod. of cp
to change type trans., ant. height to 750 ft.
KCJB-TV Minot, N. D. — Seeks mod. of cp to
change ERP to 205 kw vis., 97.8 kw aur., re-
describe trans, location and change ant.
WSM-TV Nashville, Tenn. — Seeks mod. of cp
to change ERP to 98.6 kw vis., 49.3 kw aur.,
change ant. system and trans, location.
WETJ (TV) Jacksonville, Fla. — Seeks mod. of
cp to change ERP to 15 kw vis., 7.5 kw aur. and
ant. height to 843 ft.
Following seek mod. of cp to extend comple-
tion dates: KPAR-TV Sweetwater, Tex; WITN
(TV) Washington, N. C; WTUP Tupelo, Miss.
License to Cover Cp
KNLR North Little Rock, Ark. — Seeks license
to cover cp which authorized new am.
WFCR Fairfax, Va. — Seeks license to cover cp
which authorized change ant. - trans. - studio
location.
UPCOMING
May
May 5-11: National Radio Week.
May fi-8: Annual meeting. Assn. of Canadian
Advertisers. Royal York Hotel. Toronto. Out.
May 7-9: Annual convention. Alpha Epsilon Rho,
Deshler-Hilton Hotel. Columbus, Ohio
May 11: United Press Broadcasters of Connecti-
cut, Sun Valley Acres, Meriden. Conn.
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17: Pennsylvania Assn. of Broadcasters.
Hotel Bedford Springs, Bedford Springs.
May 15-17: Rndio-Electronics-Tv Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 16-17: Nebraska Broadcasters Assn., annual
conference, McCloud Hotel, York, Neb.
May 18: United Press Broadcasters of Indiana,
Indianapolis.
May 20-21 : Wisconsin Broadcasters Assn., Hotel
Plankinton, Milwaukee.
May 20-21 : Eighth annual Chicago Tribune Forum
on Distribution and Advertising, WGN Audience
Studio, Chicago.
May 20-22: Armed Forces Communications &
Electronics Assn., Sheraton Park Hotel, Wash-
ington, D. C.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach. Louisville.
May 23: United Press Broadcasters Assn. of Tenn.,
Andrew Jackson Hotel, Nashville.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 25: United Press Broadcasters of Pennsyl-
vania, Holiday Motel, Mechanicsburg, Pa.
May 25-26: Louisiana-Mississippi AP Broadcasters
Assn., Holiday Inn Motel, Monroe, La.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria. New York.
May 29-30: North Carolina Assn. of Broadcasters,
Grove Park, Asheville.
June
June 4-6: National Community Tv Assn., Penn-
Sheraton Hotel, Pittsburgh, Pa.
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention. Advertising Fed-
eration of America. Hotel Fountainebleau,
Miami.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 17-19: NATRFD Spring Meeting. Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting. Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 24-28: Annual convention, Advertising
Assn. of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
July 20-23: National Audio- Visual Convention and
Exhibit, Fairfax, Va.
August
August 20-23: Western Electronic Show and Con-
vention, San Francisco.
Routine Roundup
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of April 26
WTTV (TV) Bloomington, Ind.— Granted mod.
of cp to change trans, 'ocation and make minor
equipment changes; ERP vis. 100 kw, aur. 60
kw, ant. height 1,000 ft.
KAUS Austin, Minn. — Granted extension of
completion date to 7-2: conditions.
Actions of April 25
WGR Buffalo, N. Y.— Granted authority to
transmit baseball games from Buffalo to CFCF
and CKAC Montreal, Canada.
The following were granted extensions of com-
pletion dates as shown: WHLT Huntington, Ind.,
to 6-15. conditions; WNMP Evanston, 111., to
8-23.
Actions of April 23
WCAR Detroit, Mich. — Granted license cover-
ing change in power, install new trans. (DA-2);
change in ant.-trans. location, studio and station
location from Pontiac to Detroit.
WBNS-TV Columbus, Ohio — Granted cp to
BROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
ITiih l)e Sales Street, A . W ., Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE.
□ 52 weekly issues of BROADCASTING • TELECASTING $7 00
□ 52 weekly issues and BROADCASTING Yearbook Morketbook 9.00
□ 52 weekly issues and TELECASTING Yearbook-Marketbook 9 .00
[~l 52 weekly issues and both Yearbook-Marketbook-, 1100
□ Enclosed Q Bi"
title/position
company name
eddren
city
Pirate tenet to home eddrrtt
Broadcasting
Telecasting
May 6. 1957 • Page 1 1 I
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
mm.
the CALIF.-ORE
TV TRIO
^ lift 'oitlond
° ■'..«
-
• Channel 5
• — • — -Channel
KIEM Eureka
« Channel 3
CALIFORNIA'
$on|Fronciuo
300 Mi.
The SmulUn TV Stations
IfATI CHANNEL 2
IVUII Klamath Falls, Ore.
Ifirii CHANNEL 3
IV I kill Eureka, Calif.
IfDEC CHANNEL 5
AD CO Medford, Ore.
Three markets — one billing
MARKET FACTS
POPULATION 338,800
FAMILIES - 109,800
TV FAMILIES 81,252
RETAIL SALES $474,450,000
CONSUMER SPEND-
ABLE INCOME $591,194,000
"The Calif-Ore. TV TRIO bridges
the gap between San Francisco &
Portland with EXCLUSIVE VHF
Coverage on Channels 2, 3 & 5."
for CALiF.-ORE. TV TRIO
call Don Telford, Mgr.
Phone Eureka, Hillside 3-3123 TWX EKI6
nr a.v blair-^*^ national
or ™ associates ,hc. representatives
New York. Chicago. San Francisco, Seattle, Los Angeles,
Dallas, Detroit, Jacksonville, St. Louis, Boston.
ADVERTISERS & AGENCIES
R. W. Moore Sr., president, Canada Dry
Ginger Ale Inc., elected chairman of board
and chief executive officer. Roy W. Moore
Jr., vice president-general manager and son
of chairman, elected president.
Andrew C. Britton, general factories man-
ager for Philip Morris Inc., Roger Greene,
advertising director, and Walter N. McFad-
den, purchasing director, named vice presi-
dent of manufacturing, vice president of ad-
vertising and vice president of purchasing,
respectively.
James H. Jewell, vice president in charge of
sales for Westinghouse Electric Corp., ap-
pointed vice president in charge of mar-
keting.
E. C. Harbur, assistant to president, Boyle-
Midway Inc., elected vice president in
charge of marketing.
David A. Neuman, Emil Mogul Co., to Peck
Adv., N. Y., as account executive. William
Hermes, Ellington & Co., Clyde Risley, Mc-
Clatchy newspaper chain in Calif., and John
F. Brower to Peck as associate art director,
assistant art director and assistant produc-
tion manager, respectively.
Walter E. Koons, account executive, Fuller
& Smith & Ross, to Ketchum, MacLeod &
Grove Inc., as account executive in N. Y.
office.
William A. Baumert, partner in Frank Bau-
mert Co., to Paris & Peart Inc., N. Y., as
account executive. Andrew T. Halmay, Ben-
ton & Bowles, and Joseph Pendergast, vice
president, John T. Fosdick Assoc., to Paris
& Peart as associate copy drector and mar-
keting account executive, respectively.
Tom McCann, account executive, KING
Seattle, to Miller, Mackay, Hoeck & Har-
tung, same city, as assistant account execu-
tive.
George Yonan, formerly account executive
at WJJD Chicago, to Edward H. Weiss &
Co., same city, as timebuyer.
Lavern A. Hertzler promoted from jobbing
salesman to Chicago office sales manager
for Quaker Oats Co.
Alidor Belskis, radio-tv-film director at Wil-
liam Hart Adler Inc., Chicago, appointed
copy chief.
Robert Rardon, William Smallman, Jerome
Cowle and Vincent Vassolo appointed copy
supervisors at Leo Burnett Co., Chicago.
J. Keith Stuart, former show manager, Pon-
tiac Motor Div. of General Motors Corp.,
to MacManus, John & Adams, Bloomfield
Hills, Mich., as director of sales aids.
Lambert (Bud) Botts, staff writer, Adver-
tising Age, to Edward H. Weiss & Co., Chi-
cago, as public relations director.
John D. Carew Jr., Fairmont Foods Co.,
Omaha, Neb., to Zimmer, Keller & Calvert
Inc., Detroit, as research director.
Needham, Louis & Brorby Inc., Chicago,
to Russel M. Seeds Co., same city, as ex- I
ecutive art director.
William L. Chadsey to John W. Shaw Adv.
Inc., Chicago, as art director.
Alvin Achenbaum, manager of research de-
partment, McCann-Erickson, N. Y., to Grey
Adv., same city, as project director in mar-
keting and research department.
Joel Harvey, production department head,
Young & Rubicam, L. A., to Doyle Dane
Bernbach, same city, as production man-
ager.
Ralph A. Peck, formerly press director for
Chicago Community Fund, to Reach, Mc-
Clinton Co.. Chicago, as public relations
director.
Robert M. Clark appointed associate media
director at Foote, Cone & Belding, Detroit,
handling new Edsel automobile account.
Frank S. Miller Jr. appointed associate crea-
tive director at McCann-Erickson Inc., Chi-
cago.
William M. Weiner to Henry H. Teplitz
Adv., Chicago, production and account serv-
ice staff.
John Norman, formerly account executive
at Roche, Williams & Cleary Inc., to Mac-
Donald-Cook Co., Chicago.
Grace Rauworth, formerly manager of
media, J. R. Pershall Co., to J. Walter
Thompson Co., handling various activities
on Joseph Schlitz Brewing Co. account.
Vernon England, director of ABC-TV Film
Dept., western division, to Hollywood office
of N. W. Aver & Son as assistant to film
director.
Junius R. Fishburn, with Edward Petry &
Co. for past eight years, has resigned. He
has not announced future plans.
Donald E. Fawcett, formerly with Leo Bur-
nett Co., and Cunningham & Walsh, to '
Doyle Dane Bernbach, L. A.
Myrna McCauley, tv department of Need-
ham, Louis & Brorby Inc., Chicago, to \
Foote, Cone & Belding, same city, copy staff.
Thomas S. Jones, chief of publications,
Hughes Tool Co., aircraft division, to
Charles Bowes Adv. Inc., L. A., copy de-
partment.
Earle G. (Duke) Truax, former advertising
manager, Woman's Home Companion, and
Richard A. Trea. Benton & Bowles, to media
department of Carl S. Brown Adv. Co.,
N. Y.
Michael Sassanoff. Warner Bros., N. Y., art
director, writer and co-director on animated
films, to copy staff of radio-television de-
partment, N. W. Ayer & Son, same city.
Fred Muxfeld to Kane Advertising, Bloom-
ington, 111.
Barton G. West, senior group art director, Norman D. Buehling, president of Fensholt
Page 112 • May 6, 1957
Broadcasting • Telecasting
J Adv. Agency Inc., Chicago, elected secre-
tary-treasurer of Continental Adv. Agency
Network.
Paul C. Harper Jr., vice president Need-
ham, Louis & Brorby Inc., Chicago, elected
chairman of board of governors of Ameri-
can Assn. of Adv. Agencies Chicago Coun-
cil.
Jerome S. Stolzoff, vice president-account
supervisor, Grey Adv., N. Y., married Ruth
Jackson, actress, April 7.
Karl Koerper, vice president of Kansas City
Power & Light Co.. Kansas City, Mo., and
former executive of Midland Broadcasting
Co., in Kansas City, died April 8.
FILM
Winston O'Keefe, tv director, recently with
NBC-TV's Matinee Theatre, to executive
i staff of Screen Gems in Hollywood, and
Michael Abel, script consultant-producer at
MGM, to Screen Gems where they will assist
William Sackheim, director of program de-
velopment.
Ted Liss, formerly writer-producer at CBS-
TV, appointed creative tv sales director at
Filmack Studios, Chicago.
Douglas Whitney, talent executive, RKO
Studios in Hollywood, to Screen Gems Inc.,
same city, in charge of creating and negoti-
ating for new tv program packages.
Nox Lempert promoted from production
manager to producer of commercials for
Guild Films, N. Y.
Chuck Zornig, freelance producer, appoint-
ed music director at Lewis & Martin Films
i Inc., Chicago.
j Joseph Kenas, motion picture writer-direc-
tor, named director of film, radio-tv depart-
ment of Anti-Defamation League of B'nai
; B'rith. He succeeds Maury Glaubman who
. resigned to take charge of public affairs film
production for Dynamic Films, N. Y.
Don Garrett, consumer press editor of
Screen Gems Inc., N. Y., and his wife, tv
actress Lila Paris, parents of girl, April
Louisa.
NETWORKS
E. Charles Straus, assistant to director of
business affairs, CBS-TV Hollywood, ap-
• pointed to newly created post of director of
talent and casting.
Willard Block, NBC-TV Sales, to CBS-TV
Film Sales as account executive in N. Y.
[ office.
Chalmers Dale, supervisor of broadcast film
operations, CBS-TV Film Services Dept., as
assistant manager. He succeeds Lee Hon
, who is transferring to Technical Operations
Dept.
S «U- '/ 5;>
" A. Robert Bonagura, since December 1955
with sales staff of CBS-TV Film Sales, to
sales staff of CBS Radio.
John Caraway, WGN Chicago, to writing
staff of NBC-TV's Tonight in that city.
STATIONS
Norman Geron, WIZE Springfield-Dayton,
Ohio, to WHLT Huntington, Ind., as general
manager.
< Charlie Keys, KWTV (TV)
Oklahoma City, to KGEO-
TV Enid, Okla., as sales man-
ager.
Bob Powell, announcer-staff musician,
WBTM Danville, to WBCR Christiansburg,
both Va., as sales manager. Faye Hoover,
traffic manager at WBCR, promoted to
program director.
George Rice, program director for WABC-
TV New York, and Yale Roe, merchandis-
ing manager for WBKB Chicago, to KGO-
TV San Francisco as program director and
national spot sales manager, respectively.
Hal Berger, formerly program director,
KFAC Los Angeles, to KGO-AM as opera-
tions manager.
George Bowe, production manager, WTIC-
AM Hartford, Conn., named production
manager for WTIC-TV.
George H. Green, program manager WATV
(TV) and WAAT Newark, assumes duties of
publicity, promotion and advertising. Robert
MacDougall, educational director of both
stations, appointed public relations director.
Lou Frankel, director of promotion, has
resigned.
Baldwin (Bill) Goodwin Jr., account execu-
tive, WMBR Jacksonville, Fla., named as-
sistant general sales manager.
OIlie Schell, Cascade Broadcasting, Yakima,
Wash., to KGA Spokane as program direc-
tor. John McAlpine, KGA announcer,
named assistant program director and Larry
Lester, announcer at KNEW Spokane, to
KGA as announcer. Peggy Hunt, continuity
director at KREM-TV Spokane, and Phil
Geiger to KGA as continuity director and
promotional-merchandising manager, re-
spectively.
Ray Lukshis, executive producer, KTLA
(TV) Hollywood, named program director.
Hal Dasbach, KTLA administrative as-
sistant, and Gene Karaganies named pro-
gram supervisor and assistant production
supervisor, respectively.
Joe Whalen, sports director-staff announcer,
WVPO Stroudsburg, Pa., named program
director, succeeding Joe Webster, resigned.
Ray Lukshis, executive producer of KTLA
(TV) Los Angeles, promoted to program di-
rector. Hal Dasbach, administrative as-
sistant, named program supervisor and Gene
Karaganies becomes assistant production
- supervisor.
George Hobkirk, publisher, Muscoy Com-
munity Free Press, San Bernardino, Calif.,
to KACE Riverside, Calif., as program di-
rector.
Helen Nugent, WKRC-AM Cincinnati,
UPSTREAM
1
Selling products is an upstream
battle in today's competitive
market. It takes power to make
headway ... to channel adver-
tising skillfully over shoals and
into homes of receptive prospects.
WSAZ-TV can do this for you
in the rich Ohio River market.
Blanketing 69 important coun-
ties with half a million TV
homes, its power is measurable
both in ERP and in viewer ac-
ceptance, persuasive selling.
No other medium approaches
WSAZ-TV's broad popularity.
Nielsen shows (for example) a
nighttime, weekday superiority
of 100,580 homes for WSAZ-
TV over the next-best station.
This kind of penetration and
preference gets advertising re-
sults . . . and can propel you to
new sales levels in America's in-
dustrial heart. Any Katz office
can help you harness WSAZ-
TV to get you upstream faster.
HUNTINGTON-CHARLESTON, W. VA.
R.B.OL IflTWQIS
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Broadcasting
Telecasting
May 6, 1957
Paee 113
PEOPLE
THE Animals in Action show on KTVK (TV) Phoenix never lived up to its title
so well as the day the box full of rattlers fell on the floor. Show host "Jungle Jack"
Adam here sets about retrieving the coiled vipers as "Percy Percival" (Norman
Mac Donald) , program assistant who accidently broke the latch releasing the pets,
looks on from the desk to which he had quickly repaired. Fifteen of the total 18
snakes — a dozen of them six-footers — were caught by the end of one of the series'
most dramatic shows. Announcer Bob Corrigan pluckily delivered commercials atop
a bed on the set, breaking continuity only once with an "Oh, oh," when menaced
by a big one. No one was bitten, although at least four of the show's tempera-
mental cast struck at Mr. Adam. His parting message to viewers was "Hope you
enjoyed the show because we'll never do it again."
named community relations director for
WKRC-TV.
Joseph Savalli to WOV New York as direc-
tor of Italian sales.
Bill Alcine, production manager of KNXT
(TV) Los Angeles and Columbia Television
Pacific Network, promoted to film director.
Alberta Hackett, production coordinator,
named production manager and Floren
Thompson, chief clerk in KNXT-CTPN
business office, becomes assistant production
manager. Stanley Green, prop-shopper,
named stage manager and Robert Frye, chief
mail clerk, moves up to prop-shopper.
Warren D. Johnson, sales engineer at Gen-
eral Outdoor Adv. Co., Chicago, to WNDU-
TV South Bend, Ind., as account executive
on regional and local accounts.
Jim Coryell, WINZ Hollywood, Fla., to
WQAM Miami sales staff.
Roger Ball, announcer-salesman-copywriter,
to WSUN St. Petersburg, Fla., sales staff.
Rosemary Reddens Schwartzel to KTBC-
AM-TV Austin, Tex., as women's editor.
Sara Boynoff and Rodney Voigt to KNX
Los Angeles and Columbia Pacific Radio
Network news bureau staff as news editors.
Betty Cummings succeeds Nancy Basche
Newton as record librarian for KNX.
Troyanne Ross to WSOC-TV Charlotte,
N. C, as "Weather Miss."
John M. Asher, director of advertising-pro-
motion, KNX Los Angeles and Columbia
Pacific Radio Network, to Golden West
Broadcasters as director of advertising-
promotion for KM PC Los Angeles, KSFO
San Francisco and Golden West Features,
sports-packaging subsidiary.
Bob Herzog promoted from news editor to
news director at WXIX (TV) Milwaukee,
Wis., succeeding Jerry Dunphy, to join
WBBM-TV Chicago. Roger Grimsby, news
director at WISC-TV Madison, to WXIX
as news editor.
John Lindop, formerly with Kalamazoo
(Mich.) Gazette, to news staff of WJEF
Grand Rapids, Mich., where he also will
serve as correspondent for WKZO-TV Kala-
mazoo.
Stephanie Kelsey, formerly with Premier
Film & Recording Corp., St. Louis, to WIL's
continuity department and Raymond Rich-
ardson, KBIF Fresno, Calif., joins WIL as
summer replacement announcer.
Gerald D. Coleman, general manager-chiet
engineer, WBUT Butler. Pa., to WISR, same
city, as public relations director.
Carl Horwich, account executive with Ger-
ald, John & Assoc., to WOV New York
sales staff.
Philip George, KVAL-TV Eugene, Ore.,
named co-ordinator of local sales.
George Holland, recently released from
service, to WBAL-TV Baltimore as account
executive.
Al Weeks, formerly with KLO Ogden, Utah,
to KWLK Longview. Wash., as account
executive.
Wayne Wille, reporter, Chicago Sun-Times,
and Royce C. Blair Jr., with Atchison, To-
peka and Santa Fe Railroad in customer
relations, named press information chiefs
for WBBM-TV Chicago and WBBM Radio,
respectively.
Joe McKinney, freelance announcer in
Dallas-Fort Worth area, to WKY-TV Okla-
homa City as announcer.
Jack Hickey, formerly with KDAY Santa
Monica and KVEN Ventura, both Calif.,
to KPOL Los Angeles announcing staff.
Chuck Faber, announcer, WTVO-TV Rock-
ford, 111., to WTMJ-AM-TV Milwaukee
announcing staff.
Brad Crandall, formerlv production chief,
WDVH Gainesville, to WKIS Orlando, both
Fla., as disc jockey.
Ted Lumpkin, KCEN-TV Waco, to KFJZ-
TV Fort Worth, both Tex., as announcer.
Page 114 • May 6, 1957
Broadcasting • Telecasting
James K. Peterson to KTVH Wichita, Kan.,
announcing staff.
Dave Alban, announcer-news director, to
WALK Patchogue, N. Y., as morning man,
succeeding Bob Early.
Bob Gray, formerly with KPRC-TV H< is-
ton, named promotion manager for Houston
Post.
Art Lamb, radio-tv personality, formerly
with WGMS and WTTG (TV), both Wash-
ington, to WMAL-AM-TV, same city.
■ Marvin Levey, co-manager of WFDF Flint,
iMich., elected president of Flint Sales Ex-
j ecutives Club.
' Richard E. Jones, vice president-general
I manager, Northern Pacific Television Corp.
|i (KXLY-AM-TV Spokane; KELP and
KILT-TV El Paso), appointed to World's
Fair Commission by governor of Washing-
ton. Commission is authorized to stage
World's Fair in Seattle in 1960.
Les Johnson, vice president-general man-
ager, WHBF-AM-FM-TV Rock Island, 111.,
appointed chairman of advance gifts com-
mittee in campaign to raise $450,000 for
Augustana College, same city.
Gifford Phillips, president, Colorado Broad-
casting Co. (KGHF Pueblo, KKTV [TV]
Colorado Springs) and also president of
Phillips-Flower Tee Vee Co. (film distribu-
tor in Canada and Australia), has been
named Los Angeles County chairman of
J; May fund drive of Mental Health Founda-
, tion.
I H. Needham Smith, sales manager, WTRF-
i. TV Wheeling, W. Va., elected First Lt.
Governor for Fifth District Advertising
Federation of America.
Hugh Harper, news reporter, WKZO-TV
J Kalamazoo, Mich., elected chairman of Kal-
i' amazoo County Chapter of National Foun-
i dation for Infantile Paralysis.
! Al Shaw, disc jockey, KFEQ St. Joseph,
' Mo., and Wilma Stagner, traffic manager,
I married last month.
! Nunzi Casavola, news editor, WGAN-AM-
| TV Portland, Me., married Mrs. Helen
I Knight.
Don Klein, KCBS San Francisco sports
commentator, father of girl, Karen.
Grover J. Allen, executive producer at
WBKB (TV) Chicago, father of twins, Grov-
er Jr. and Gregory, April 14.
Martin Edwards, WBAL Baltimore person-
ality, father of boy, David Michael.
RIDING IN STYLE
RIDING in style is what Forrest Pat-
ton, account executive with KNUZ
Houston, is doing these days. He is the
top man in KNUZ's first quarter sales.
As a reward, he has been given a
chauffeur for the next 90 days and is
being driven around town in a Chrys-
ler Imperial.
DAILY REMINDER
TWO WTVP (TV) Decatur, 111.,
station salesmen. Gene Bell and Don
Lindsey, are wearing their 1957 sales
quotas printed on labels inside new
suits to keep them on their toes for
the remainder of the year.
Their station and commercial man-
agers, Bob Wright and Ben West, re-
spectively, said the suits were presented
to the salesmen for doubling local
sales during the last three months.
MANUFACTURING
Frank Mansur, director of marketing, Lewis
& Kaufman Ltd., division of International
Glass Corp. (manufacturers of Los Gatos
brand electron tubes), Los Gatos, Calif.,
named general manager.
Dr. Seymour B. Cohn, Stanford Research
Institute's Antenna Systems Lab., named
manager.
TRADE ASSNS.
Comdr. Edmund B. Redington, recently
retired Coast Guard electronics expert, to
Radio-Electronics-Television Mfrs. Assn.,
Washington, as staff engineer and liaison
member of RETMA engineering department
assigned to Military Products Div.
A. N. (Bud) Haas, Bud Radio, Cleveland,
elected president of Assn. of Electronic
Parts & Equipment Mfrs. Inc., Chicago.
Arthur Bagge, midwest radio sales manager
of Peters, Griffin, Woodward Inc., re-
elected president of Midwest Council of Sta-
tion Representatives Assn. Other officers:
Bill ReUly, Adam Young Inc., elected vice
president; Jack Davis, Blair-Tv, named
treasurer, and Roger O'SulIivan, Avery-
Knodel Inc., re-elected secretary.
George Deppman, regional merchandising
manager of Owens-Illinois, Chicago, elected
president of Merchandising Executives Club
of Chicago. Among others named were
Mercer Francisco, Francisco Films, vice
president, and Hilliard S. Graham, Erwin,
Wasey & Co., treasurer.
William Banks, president-general manager,
WHAT Philadelphia, elected president of
Pennsylvania Associated Press Broadcasters
Assn.
Lou Corbin, news director, WFBR Balti-
more, elected president of Chesapeake AP
Broadcasters Assn. Charles Truitt, WBOC-
AM-TV Salisbury, and John Mine, AP
Baltimore bureau, elected vice president and
secretary, respectively.
Jack Crandall, KHOB Hobbs, New Mexico,
elected state chairman for New Mexico As-
sociated Press Broadcasters Assn.
Murray Koff, advertising-sales promotion
manager, Kessler Div. of Seagram-Distillers
Co., named chairman of Assn. of National
Advertisers' sales promotion service com-
WORL'S
NORM TULIN
COMES in FIRST
for the
!*
in a row;
*/the only 2-time\
I winner in the j
\ entire U.S.A.! /
Norm Tulin, WORL's big two-time
winner in the annual Manischewitz
Wine national Disc Jockey Con-
test is the only winner in the
country to get a top award two
years in a row:
1956 — BEST SELLING Presentation
1957 — MOST PERSONABLE
Presentation
He can be selling for you on the
new NORM TULIN SHOW every
morning 6 to 9 A.M.
OVER
WORL
950
the dial
5000
watts
IN BOSTON
Represented nationally by
HEADLEY-REEO COMPANY
Broadcasting
Telecasting
May 6, 1957
Page 115
SUNDAY
MONDAY
TUESDAY
WEDNESDAY
ABC
Noon
12:1 S
12:30
12:45
1:00
1:15
1:30
1:45
2:00
2:15
2:30
2:45
3:00
3:15
3:30
3:45
4:00
4:15
4:30
4:45
5:00
5:15
5:30
5:45
6:00
6:15
6:30
6:45
7:00
7:15
7:30
7:45
.8:00-
8:15
8:30
8:45
9:00
9:15
9:30
9:45
10:00
10:15
Johns
Hopkins
File 7
L
College Press
Conference
L
CIBA
Medical
1 lorizxms
L
Dean
Pike
Skippy
Peanut
Butter
You Asked
For It
F
Participating
Hollywood
Film
Theatre
CBS
Lei's Take
A Trip
NBC
ABC
Kellogg
Wild Bill
Hickok
F
Heckle and
Jeckle Show
F
Pharmaceu-
ticals
Ted Mack
Amateur
llour
L
Philip Morris
Mike
Wallace
L
The
Last
Word
Face
The
Nation
World
News
Roundup
Odyssey ''■
My
Friend
Flicka
F
Prudential
Air
Power
T
Campbell
Soup
Lassie F
Am. Tob.
The
Champions
(Alt. wks.)
Jack Benny
Mercury
Div. of
The Ford
Motor Co.
The
Ed Sullivan
Show
L
Gen. Elect.
G E
Theatre
F
Bristol-
Myers
Hitchcock
Theatre
F
P. Lorillard
(Alt. wks.)
Revlon
The $64,000
Challenge
Helene Curtis
(Alt. wks.)
Remington
What's
T T
Frontiers
of Faith
L
Watch Mr.
Wizard
L
Youth or
American
Forum
L
Zoo
Parade
L & F
Gen. Motors
Wide Wide
World
L
ALT
(5-5&5-19)
H. Curtis
Wash. Square
L
Project 20
&
Topper
Outlook
F
Johns
Manville
Meet the
Press
L
Gen. Foods
Roy Rogers
F
General
Foods
Bengal
Lancers
F
Reynolds
Melals
Circus Boy
F
U. S. Time
Jergens
Greyhound
Polaroid
Steve Allen
Show
L
Goodyear
Corp.
(alt. with)
Alcoa
TV
Playhouse
L
(5-5)
Chevy Show
P&G
Loretta
Young
F
Afternoon
Film
Festival
F&L
Participating
Mickey
Mouse
Club
(see
footnote)
F
Gordon Bkg
Kukla. Fran
& Ollie
Gcnl. Cigar
Daly-News
Miller
Brewing
R. J.
Reynolds
Wire
Service
F
Firestone
Voice of
Firestone
L
Corn Prods.
Press
Conference
Dodge
Plymouth
Lawrence
Welk
Top Tunes
and
New Talent
(L)
CBS
Stand. Brands
Valiant Lad
Amer. Home
Products
Love of Lif
P&G
Search for
Tomorrow
P&G Guid-
ing Light
L
W. Cronkite
1:10 Standup
4 Be Counted
s
P&G
As The
World
Turns
Our Miss
Brooks
F
Sus
Art
Linkletter's
House Party
(See
Footnote)
Colgate
Big Payoff
liob Crosby
(See Foot-
notes)
P&G
The Brighter
Day
Am. Home
Pr. Secret
Storm
P&G
The Edge
of Night
B. & Wm'son
News
L
B. & Wm'son
News
L
Johnson &
Johnson
(Alt. wks.)
Wildroot
Rob. 1 lood F
B.F.Goodriel
(Alt. wks.)
Carnation
Burns &
Allen F
Lvr.-Lptn.
(Alt. wks.*
Toni Co.
Talent
Scouts
P&G
(Alt. wks.)
Gen. Foods
I Love Lucy
F
General
Foods
December
Bride
F
Westing
house
Studio One
L
NBC
Tic Tac
Dough
L
ABC
It Could
Be You
L
Close- Up
L
Club 60
L
Tennessee
Ern ie Ford
Show
L
NBC
Matinee
Theatre
(Partici-
pating)
Color L
Queen
For A
Day
Participatin;
L
Modern
Romances
L
Comedy
Time
F
Carter (Alt.
Nat King
Cole
Amer. Can
News
Caravan
Producers'
Showcase
(11-0:30
1 wk. of 4)
Whitehall
Lever F
Sir Lancelot
Amer. Tobac
Gen. Foods
Wells Fargo
Pharmctcls.
Twenty-
One
Johnson
Wax
alt. with
Mennen
Robert
Montgomfi
Presents
L
Afternoon
Film
Festival
F&L
Participating
Mickey
Mouse
Club
(see
footnote)
F
Gordon Bkg.
Kukla, Fran
& Ollie
Genl. Cigar
Daly-News
Gen. Electric
Cheyenne
(Alt. wks.)
Chesebrough
Pond's
Conflict
(Alt. wks.)
F
Gen. Mills
P&G
(Alt. wks.)
Wyatt Earp
F
Miles Labs
(Alt. wks.)
Gen. Electric
Broken
Arrow
F
duPont
duPont
Theatre
F
Co-op
It's Polka
Time
L
CBS
Wesson Oil
Valiant Ladv
Amer. 1 lome
Products
Love of Life
Pi(i
Search for
Tomorrow
P&G Guid-
ing Light
L
W. Cronkite
1:10 Standup
4 Be Counted
S
P&G
As The
World
Turns
Best Foods
(alt. wks.)
Our Miss
Brooks
F
Art
Linkletter's
1 louse Party
(See
Footnote)
Big Payoff
Colgate
Bob Crosby
(See Foot-
notes)
P&G
The Brighter
Day
Am. Home
Pr. Secret
Storm
P&G
Hi.- Edge
of Night
Whitehall
News L
Whitehall
News L
Whitehall
(Alt. wks.)
Kellogg
Name That
Tune
B.J. Reynolds
P&G. Phil
Silvers F
I^ever
(Alt. wks.)
Sheaffer
Prvt. Sec'try
F
Pharmaceu.
To Tell
The Truth
L
S.C. Johnson
(Alt. wks.)
Pet Milk
Red Skelton
L
Revlon
The $64,000
Question
L
Liggett & M.
Spike Jones
Show
NBC
Tic Tac
Dough
L
ABC
// Could Be
You
L
Close-Up
L
Club 60
L
Tennessee
Ernie Ford
Show
L
NBC
Matinee
Theatre
(Partici-
pating)
Color L
Queen
For A
Day
Participating
L
Modern
Romances
L
Comedy
Time
F
Lew is-Howe
J. Winters
L
Quaker Oats
News L
Speidel
Purex
Arthur
Murray
Party L
L & Myers
Max Factor
Panic!
F
P&G
Jane
Wyman
F
Armstrong
Cork
Armstrong
Circle Th'tre
Kaiser
Aluminum
Hour
L
No
Net
Service
Afternoon
Film
Festival
F&L
Participating
Mickey
Mouse
Club
(see
footnote)
F
Gordon Bkg
Kukla. Fran
& Ollie
Genl. Cigar
Daly-News
American
Motors
American
1 )airy
Derby Foods
Disneyland
F
Am. Tobacco
U. S. Rubber
Navy Log
(F)
Eastman
Kodak
Adv. of Ozzie
& Harriet
F
Ford
Ford Theatre
F
Pabst
Brewing Co.
Mennen Co.
Wednesday
Night Fights
L
CBS
Gen. Mills
Valiant Lady
Amer. 1 lome
Products
Love of Life
NB
P&G
Search for
Tomorrow
P&G Guid-
ing Light
L
W. Cronkite
1:10 Standup
4 Be Counted
P&G
As The
World
Turns
(Alt.) Gerber
15 Min.
Our Miss
Brooks F
Art
Linkletter's
1 louse Partv
(See
Footnote)
Colgate
Big Payoff
B. & Wm'son
News L
B. & Wm'son
News L
General
Mills
Giant Step
Bristol Myrs.
(Alt. wks.)
American
Home Prod.
Arthur
Godfrey
Show
Pillsbury
(alt.)
Kellogg
Colgate
The
Millionaire
F
B. J.
Reynolds
I've Got
A Secret
L
Revlon
20th Cntry.
Fox Hour
(Alt. wks.)
U. S. Steel
U. S.
Steel Hour
F
Bob Crosby
(See Foot-
notes)
patin
Color
P&G
The Brighter
Hay
One.
For
Da
Particii
L
Am. 1 lome
Pr. Secret
Storm
P&G
The lidge
of Night
Mod,
Roma
L
Comt
Tin
F
THURSDAY FRIDAY SATURDAY
TELECAST! K
m
CBS
NBC
ABC
CBS
NBC
ABC
CBS
NBC
Toni. Nestle
(AH. wks.)
Valiant Lad
Amer. I lomt
Products
Love of Life
F&G
Search for
Tomorrow
P&G Guid
ing Light
L
W. Cronkite
1:10 Slandu
(f Be Gountei '
P&G
As The
World
Turns
Nestle
15 Min.
(Alt. wks.)
Our Miss
Brooks F
Art
Liukietter's
House Party
(See
Footnote)
Colgate
Big Payoff
Bob Crosby
(See Foot
notes)
P&G
The Brighte
Hay
Am. 1 lome
Pr. Secret
Storm
P&G
Trie Edge
of Night
Whitehall
News
L
Whitehall
News
L
Quakei
Oats
Sgt. Prestonl
of the Yuko:
F
Beynolds
(alt. wks.)
Colgate
Hob
Cummings
Show F
Chrysler
Motors
Climax*
L
Bristol Mver ;
(Alt. wks.)
Amer. Gas
Philip Morri
(Alt. wks.)
Bristol Myrs .
Sustaining
10:30-11
Playhouse 9 I
L
Tic Tac
Dough
L
It Could
Be You
L
Close-Up
L
Club 60
L
Tennessee
Ernie Ford
Show
L
NBC
Matinee
Theatre
(Partici-
pating)
Color L
Queen
For A
Day
Participalin
L
Modern
Bomaru:es
L
Comedy
Time
F
Chevrolet
Dinah Short
Show L
Sperry-Band
News
Caravan L
Toni (Alt.)
DeSoto-
Plvmouth
You Bet
Your Life F
Schick
Chestertield
Dragnet
F
P&G alt.
Borden Co.
The People':
Choice
F
Ford
Tenn. Ernie
Ford Show
L
Lever
Bros.
Lux
Video
Theatre
L
Afternoon
Film
Festival
F&L
Participatinj
Mickey
Mouse
Club
(see
footnote)
F
Gordon Bke
Kukla. Fran
& <\\ie.
E. I. diiPon
Daly-News
National
Biscuit
Bin
Tin Tin
F
Chesebroug:
Pond's
Am. Chicle
Jim Bowie
F
Chevrolet
Crossroads
F
Mogen Davi
Treasure
Hunt
L
Sterling
Drug
The Vise
F
Plymouth
Date with
The Angels
F
Gen. Mills
Valiant Lady
Amer. I lome
Products
Love of Life
P&G
Search for
Tomorrow
P&G Guid
ing Light
L
W. Cronkite
1:10 Standiif
4 Be Counter
S
P&G
As The
World
Turns
J'son & J'son
IS Min.
(Alt. wks.)
Our Miss
Brooks F
Art
Liukietter's
House Party
(See
Footnote)
Colgate
Big Payoff
Bob Crosby
(See
Footnotes)
I'h.
P&G
Brighter
Day
Am. Home
Pr. Secret.
Storm
P&G
The Edge
of Night
B& \Y .
H. Bishop
News L
B&W,
H. Bishop
News L
1 Tazel
Bishop
Beat the
Clock
Gen. Foods
West Point
F
Gen. Foods
(Alt. wks.)
Ford Motor
Zone Grey
Theatre F
R..I. Reynold
(Alt. wks.)
C'gateP'oliv
Mr. Adams
and Eve
F
Schlitz
Brewing
The Schlitz
Playhouse
F
Tic Tac
Dough
L
It Could
Be You
L
Close-Up
L
Club 60
L
Tennessee
Ernie Ford
Show
L
Brown &
Williamson
(Alt. wks.)
P&G
Line Up
F
Amer. Oil
Hamm
Time
NBC
Matinee
Theatre
(Partici-
pating)
Color L
Queen
For A
Day
Participatin
L
Modern
Bomances
1.
Comedy
Time
F
Xavier
Cugat
Show
I
Miles
News
Caravan
Nestle (Alt.)
Bobbi &
Pamper
Blondie
F
Gulf
Life of
Biley
F
Chevy Show
(5-19)
Campbell
Lever
On Trial
F
Am. Tobaccc
Ralston-
Purina
Big Story
L
Gillette
Cavalcade
of Sports
L
State Farm
Red Barber'
The
Big
Top
(Sua.)
Gen. Mills
(Alt.) Nest!
Co., The
Lone Banger
F
Co-op
Dizzy Dean
Show
Co-op
Falstaff
Amer. Safety
Bazor
Philip Morris
Baseball
Game of
the Week
(1:55 p.m.
to concl.)
Joe Lowe
Corp.
Five Star
Comedy
Party
L&F
Skippy
Peanut
Butter
This Is
Galen Drake
L
fYardley
ef London
Famous Film
Festival
(F)
Dodge
Div.
The
Lawrence
Welk
Show
L
American
Chicle
Williamson
Dickie
Ozark Jubilee
L
Vincent
Lopez
(Sus.)
Svlvania
The
Buccaneers
F
P. Lorillard
Jackie
Gleason
Show
L
(8:30-9
sustaining)
Nestle
(Alt. wks.)
Helene Curtis
Gal-* Storm
Show
Curtis
(St. 5-11)
Whitehall
(S-. 5-18)
Heyl
Jeaiune L
L&M
GunsmoKe F
Two For
The Money
(Sus.)
Sterling
Drug
True Story
L
Sterling Drug
Detective's
Diary
L
L. Durocher s
Warrnup
L
(1 :30 to
conclusion)
Co-op
R. J.
Reynolds
Major
League
Baseball
B. J.
Reynolds
Toni
People Are
Funny F
Sunbeam
Gold Seal
Noxzema
Kleenex
BCA
S & Tl Green
Stamps
Perrv Como
L
Olds. BCA.
Whirlpool
Sat. Spec.
1 wk. of 4
Quaker Oats
B. T. Babbitt
Benrus
Knomark
Wesson
Caesar's
Hour
Armour
(alt.)
Pet Milk
George Gobel
L
Am. Tobacco
Warner
Lambert
Noon
12:15
12:30
12:45
1:00
1:15
1:30
1:45
2:00
2:15
2:30
2:45
3:00
3:15
3:30
3:45
4:00
4:15
4:30
4:45
5:00
5:15
5:30
5:45
6:00
6:15
6:30
6:45
7:00
7:15
7:30
7:45
8:00
8:15
8;3Q
8:45
9:00
9:15
-9^30
^45
+0^0(
10r3<
SATURDAY AM
CBS: Capt. Kangaroo, sust
Mighty Mouse Playhouse,
10:30-11 a.m., General Foods,
alt. weeks; Colgate; Susan's
Show, sus. 11-11:30 a.m.; Tales
of Texas Ranger, General
Mills, alt. weeks Sweets Co.,
11:30-12 noon.
SUNDAY AM
CBS: Lamp Unto My Feot. 10-
10:30 a.m.; Look Up And Live,
10:30-11 a.m.; UN in Action,
11-11:30 a.m.; Camera Three,
11:30-12 noon.
MONDAY-FRIDAY AM
CBS: Jimmy Dean Show, 7-
7:45 a.m.: CBS Morning News,
7:45-8 a.m.; Captain Kanga-
roo, 8-8:45 a.m.; CBS Morn-
ing News 8:45-9 a.m. (partici-
pating sponsors); Garry
Moore, M-Th., 10-10:30 a.m.:
Fri.. 10-11:30 a.m.: Arthur
Godfrey. M-Th., 10-10:30: (see
footnotes); Strike It Rich,
11:30-12 noon.
NBC: Today. 7-10 a.m. (par-
ticipating sponsors).
FOOTNOTES:
Explanation: Programs in
italics, sustaining; Time, EDT;
L, live; F, flln; K, kinescope
recording; E, Eastern net-
work; M, Midwestern.
ABC — Mickey Mouse Club
M on. -Fri. 5-6. Am. Par.,
Armour. Bristol-Myers, Carna-
tion, Coca-Cola. Gen. Mills.
Mattel, Miles Labs, Minnesota
Mining, SOS, Pillsbury Mills,
Peter Shoe Co.
CBS — Garry Moore M.-Fri. 15
min. segments sponsored by
Campbell Soup, Lever Bios.,
Toni, Best Foods, Yardley, Sta-
ler, Chevrolet, SOS, Swift &
Co. Hoover, Nestle, Pittsburgh
Plate Glass, Bird & Son, Cali-
fornia Packing Co.
Arthur Godfrey M.-Thurs. 15
min. segments sponsored by
Bristol Myers, Standard
Brands. Norwich Pharmacal,
Pillsbury. Kellogg, Simoniz,
General Foods, Scott Paper,
Sherwin "Williams, Mutual of
Omaha.
House Party — 15 min. segments
sponsored by Kellogg, Lever,
Pillsbury, Swift, Campbell
Soup, Simoniz, Standard
Brands.
Bob Crosby — 15 min. segments
sponsored by Gerber Prod.,
Procter & Gamble, General 9
Mills, Wesson Oil, Best Foods. I
Toni, SOS, Swift & Co.
SPECIAL PROGRAMS
CBS — See It Now. 5-t> p.m.
May 5.
*»XBC — Chevy Show, 9-10 p.m.,
© 1957 by Brondeastius
Publications, Inc.
BROADCASTING
TELECASTING
May 6, 1957
BETSY, finger-painting chimpanzee and tv performer, will be represented at two art
exhibits in the next few weeks and has received an invitation to display her paintings
at the Arthur Newton Gallery, New York. The artistic chimp developed her technique
as a regular performer on WAAM (TV) Baltimore's This Is Your Zoo.
The paintings have brought prices up to $100. Recent sales of Betsy originals,
mostly at $25 to $50, have totaled more than $2,000, according to Arthur Watson,
director of the Baltimore zoo. The zoo broadcast is sponsored on WAAM by Sinclair
Refining Co., placing through Morey, Humm & Warwick, New York.
Future showings of Betsy originals include the U. of Wisconsin show sponsored by
the Milwaukee Art Club April 29-May 1 1 , and the Diablo Art Assn. show at Walnut
Creek, Calif., May 23-28. A Texas art group has already scheduled a 1958 exhibit
of the paintings.
While continuing her WAAM performances, Betsy has fit several tv guests spots
into her busy schedule, appearing on NBC-TV's Tonight, and CBS-TV's Garry Moore
Show and I've Got A Secret. Her work first gained recognition when a Baltimore
gallery paid $1,000 for an abstract painting by a contemporary artist, leading Mr.
Watson to observe, "We've got a chimp who can do better than that." Art critics have
found absorbing interest in Betsy's rhythmic, flowing patterns, delicate shadings and
sense of balance.
Success always inspires imitation, and having been seen in a creative mood by mil-
lions of tv fans, Betsy is now acquiring imitators at other zoos. None, however, show
Betsy's natural functioning of hands, arms and body, according to Mr. Watson.
PEOPLE
mittee, succeeding David Bland, product
group manager, Lever Bros., who will con-
tinue to serve on committee.
Byron Krasne, news director, KOLN-TV
Lincoln, Neb., elected president of United
Press Broadcasters of Neb.
PROGRAM SERVICES
Ben Harkins, radio production, program-
ming and sales veteran, opens his own firm
at 1426 Fifth Ave. Bldg., Seattle 1. He
will engage in radio and tv production,
sales promotion and advertising planning in
association with Commercial Recorders Inc.
Leonard Feist, former president, Music Pub-
lishers Assn. of U. S., and presently chair-
man of MPA's legislative committee, named
assistant to president of Associated Music
Publishers, wholly-owned subsidiary of
Broadcast Music Inc.
John J. Alves, account executive at WSJV-
TV Elkhart, Ind., named southwest sales
representative of RCA's Recorded Program
Services sales staff, Dallas.
Sid Lumber, production supervisor of The
Big Payoff (CBS-TV), Walt Framer Produc-
tion, named associate producer of show.
Other promotions in Framer firm are Joe
Gottlieb, former associate producer of Strike
It Rich (CBS-TV) and Payoff, to concentrate
on innovations for Strike It Rich; Helen
Lee, assistant to Mr. Tamber, becomes pro-
duction supervisor of Payoff; Lenore Miller,
replaces Miss Lee and assumes responsibility
of questions for Payoff. Frank Abrahams
joins Framer as production supervisor of
Lucky Lady series to be aired on ABC-TV
in fall.
Lawrence Sideman appointed national sales
representative for Romper Room (Bert
Claster Tv Productions Inc. package).
Bob Nash, formerly WPAT Paterson con-
tinuity director and freelance jingle writer,
named account executive, Gotham Record-
ing Corp., New York.
Arthur W. Levy, 56, associate sales manager
of International News Photos, died April 10
in Mt. Sinai Hospital, N. Y., after brief ill-
ness following heart attack.
PROFESSIONAL SERVICES
Howard Mendelsohn, formerly press in-
formation director at WBBM-TV Chicago,
to Harshe-Rotman Inc., public relations
firm, same city, on special assignment
project.
Noel Corbett, Young & Rubicam's Holly-
wood publicity department, opens his own
publicity office in Taft Bldg., corner of
Hollywood & Vine, Hollywood 28.
Daniel J. Edelman, owner of Chicago and
N. Y. public relations firm bearing his
name, elected to board of directors of Bos-
trom Mfg. Co., Milwaukee supplier of seat-
ing equipment for truck and tractor in-
dustry.
PERSONNEL RELATIONS
Melville B. Nimmer, former counsel for
Paramount Pictures' Studio, has been ap-
pointed legal counsel for Writers Guild of
America, West.
INTERNATIONAL
Eugene Hallman, assistant supervisor of
talks and public affairs at Canadian Broad-
casting Corp., Toronto, named director of
radio network programming. Peter Mc-
Donald, assistant director of program plan-
ning and production at CBC, appointed
director of tv network programming.
J. Ketter, formerly of Young & Rubicam
Ltd., and E. W. Reynolds & Co., both
Toronto, as account executive, to man-
ager of new Toronto office of Chicago ad-
vertising agency Arthur Meyerhoff & Co.,
at 33 Bloor St. E.
Bryan Vaughan to managing director of
Toronto, office of Vickers & Benson Ltd.,
Montreal, Que., advertising agency.
James A. Robb named manager, MacLaren
Adv. Co. Ltd.'s new office at 635 Ouellette
Ave., Windsor, Ont.
Peter MacFarlane, producer of tv shows on
Canadian Broadcasting Corp. network, to
Granada Tv Network Productions Ltd..
London, as producer of musical variety
shows.
Ev Smith, announcer-writer. CKCO-TV
Kitchener, to CKVR-TV Barrie, both Ont.,
as program director.
EDUCATION
Marvin Alisky, assistant professor of radio-
tv and journalism at Indiana U., Blooming-
ton, to Arizona State College, Tempe, as
chairman of mass communications depart-
ment.
Page 118 • May 6, 1957
Broadcasting • Telecasting
And now for the $128,000 question — What is "Scotch" a brand name for?
You'll win our thanks (if not a jackpot) by
respecting our registered trademark when you
mention our product on your programs. If it
is impossible for you to use the full name cor-
rectly: "Scotch" Brand Cellophane Tape, or
"Scotch" Brand Magnetic Tape, etc., please
just say cellophane tape or magnetic tape.
Thank you.
MINNESOTA MINING AND fljsffc MANUFACTURING COMPANY
ST. PAUL 6, MINNESOTA
Broadcasting • Telecasting
May 6, 1957 • Page 119
BUSINESS PROFILE
KROGER: FASTEST GROWING FOOD CHAIN
Radio and television take key roles in bringing customers to 1,476 stores
KROGER Co., third largest food chain, is
pulling up on its two main competitors,
A&P and Safeway.
Fastest growing of the big three, Kroger
buys more radio and tv time than either A&P
or Safeway, judging by available data. It
spends more than a million dollars a year
on saturation radio spots and another mil-
lion-plus on locally bought television, mostly
syndicated films.
Two decades of electronic ad-
vertising in a field predomi-
nantly newspaper-minded are re-
flected in the rapid and consist-
ent increase in Kroger's sales.
Here is the way 1956 sales of
the big three (see chart) com-
pared with 1955:
• Kroger — Up 22%.
• A&P— Up less than 4%
(fiscal year).
• Safeway — Up a fraction of
1%.
Serving 54 million people in
21 states (Great Lakes to Gulf,
Western Pennsylvania and Geor-
gia westward to Central Kan-
sas), Kroger Co. classifies radio
and tv as major, 52-week adver-
tising media fundamental to its
promotion and currently total-
ing 22% of the advertising
budget.
The postwar food chain
growth, with Kroger adding tv
at the turn of the decade to its
radio advertising, shows this
1948-1956 sales experience:
• Kroger— Up 82%.
• A&P— Up 72%.
• Safeway — Up 56%.
Since tv became a major na-
tional medium, Kroger's news-
paper advertising expenditures
have ranged from 77% of total
media budget in 1950 to a peak
of 87.2% in 1953 and back to
78% in 1956. Television was
allotted 5.5% of the 1950 budg-
et, mostly in the last four months
of the year and quickly rose to
12% as radio dropped from
17% to 10%. After trying vari-
ous tv formulas, Kroger set-
tled on syndicated films as a
video background several years
ago. At present radio gets 10.7% and tele-
vision 11.4% of the ad budget.
These statistics tell at a glance what
has been happening in the world of food
chains, a world that is undergoing a major
transition from small neighborhood stores
to major shopping palaces.
Kroger has been eminently successful
in the past. It's looking far into the future
and expects 1957 sales to run $150 million
over last year, continuing its unbroken 55-
year dividend record.
Millions of Kroger's customers are mov-
ing into better income ranges and raising
larger families. People are now spending
25% of their higher incomes for food
compared to 23% before World War II,
buying more luxury foods and wholly or
partially prepared items.
Headquartering in Cincinnati, where the
chain was founded, Kroger executives are
alert to these changes and are tooling up
to meet the evolution of America, 1960
version, and on toward the year 2000.
This is the story of the way one $1.4
billion retail chain spends its advertising
money — something over $10 million a year.
A story of money well spent, of customers
persuaded to grab a cart and start through
the shelved arrays of delicacies, vegetables,
kitchen hardware and cleansers.
While Kroger was predominantly a news-
paper user during radio's early days, the
company watched with interest the evolu-
tion of major networks in the late 20s and
early 30s. With appointment of Ralph H.
Jones Co., Cincinnati, as agency in 1930.
an itch to use this dramatic- voice in a big
way was apparent at Kroger's headquarters.
The agency was using radio for other clients
and in 1937 it came up with a formula
tailored to Kroger's territory.
The formula was built around transcribed
daytime serials. These had several ad-
vantages— frequency of impact
(five shows a week), access to the
predominantly feminise daytime
audience (Kroger kneW who was
boss in the kitchen), a chance
to select best station buys, and
custom-built campaigns.
The first Kroger venture into
bigtime radio was the transcribed
serial Linda's First Love. Sweet,
adorable LiT Linda did a lot of
living in a fairly gentle way for
eight years. But just about the
time the last shots were fired in
World War II, Linda's story line
was given a shot in the arm —
and in the heart, too. Actually
Linda had been in and out of
a half-dozen affairs in her tran-
scribed career but the Kroger
and Jones people decided she
should shoot the works and take
the fatal step.
Millions of women were
startled in Mid-October of 1945
to discover that Linda's current
love was for keeps. Drama was
injected day after day and, after
2,200 episodes, Linda had her-
self a husband; the ladies of 18
states had a new interest in Kro-
ger's coffee, and Kroger store
managers gained a new apprecia-
tion of radio. Helping in a big
way to stir up interest was a 27-
station percolator fired by a Kro-
ger-Jones merchandising cam-
paign and a contest (I like Kro-
ger's coffee because . . .") that
offered big, costly appliances to
contest winners. Kroger's first
peacetime sale campaign since
1941 had as its theme, "Linda's
Wedding of Values."
When it was over, Kroger
officials were happy to declare
that radio had always done a good job for
the company.
Linda had been flanked during these
years by two other serials — Mary Foster,
the Editor's Daughter, for bread, and Hearts
in Harmony, for Tenderay Beef.
A Kroger-Jones party was staged in New
York Feb. 1, 1947, to celebrate the 10th
anniversary of Linda, whose episodes num-
bered 2,600. Some of the cast who had
been with the show from the start received
Text continues on page 122
Page 120 • May 6, 1957
Broadcasting • Telecasting
THE BATTLE for the American food
dollar becomes fiercer even,- year.
Kroger Co. has its 1.476 stores in the
heart of the nation where its ener-
getic executives are competing
against A&P. Safeway and other
chains. Matching their sales records
shows that Kroger is gaining on its
two main rivals.
With the nation's food bill now
running S70 billion a year. Kroger
is sensitive to the fact that women
handle most of this money and pos-
sibly two-thirds of all personal ex-
penditures (S266 billion in 1956).
Kroger uses consumer advertising
media in substantial amounts. Since
Mrs. America spends a lot of time
at home— although 30^ of married
women do some sort of outside work
to raise their living standards — Kro-
ger catches the chief food buyer dur-
ing davtime hours with saturation
radio spots that start Wednesday and
generally wind up Friday. In the eve-
ning hours Kroger has svndicated tv
films that catch both Mr. & Mrs.
America at home.
Newspapers, of course, are widely
used by Kroger. Their price-listing
appeal is appreciated but the chain
has found the answer to food-store
promotion — radio, tv, newspapers.
* Total retail sales. U. S. and Canada. Wholesale
sales ranged from S34 million in 1950 to S57.2
million in 1956.
** For fiscal year ended Feb. 28.
THE BIG THREE IN FOOD SALES
1950
1951
1952
1953
1954
1955
1956
Billions of Dollars .5
A&P"
SAFEWAY'
KROGER
1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
HOW KROGER'S AD BUDGET HAS CHANGED
Percent of
Advertising Expenditures
90
NEWSPAPER
70
35
RADIO
20
10
TELEVISION
KROGER's advertising budget has
had its ups and downs through the
years, but the downs have been con-
fined to the sums allotted to particu-
lar media. The media pattern since
television's advent has been typical
of the sensitive feel Kroger has for
the public pulse.
The chart demonstrates how news-
papers had roughly three-fourths of
the mass-media budget at the turn
of the decade, with radio getting
roughly 17% and tv less than 6%.
Radio was cut back in 1951 as Kro-
ger followed the advertising trend by
signing up for a costly production,
the Alan Young series. This million-
dollar venture didn't work out as
well as hoped, so Kroger started all
over again in the visual medium.
Starting in 1952, the chain began
buying local shows. It emphasized
syndicated films and locally-pro-
duced commercials which were aug-
mented by specially filmed commer-
cials. Now Kroger 'is buying tv, and
lots of it. While television was at a
low ebb in the 1952-54 period, radio
began to take a larger share of the
advertising budget and newspapers
at one point had seven-eighths of
the total. This has since settled down
to a little over three-fourths as radio
and tv get 22 of the total.
1956
Broadcasting • Telecasting
May 6, 1957 • Page 121
medals and store officials told guests the pro-
gram had carried coffee sales to an alltime
high.
Kroger's faith in radio was emphasized
by its expenditure of nearly $9 million in
the medium between 1941 and 1948. Since
the commercials had been system-wide in-
stead of local, many of the division and
store managers weren't sold on this type
of selling. They liked to look at a specially
priced item in a full-page newspaper ad
and think in terms of customers who came
in for a special and left with a loaded cart.
This local sentiment was taken seriously
in Cincinnati and the thought developed
that maybe Linda, Miss Foster and Hearts
had seen their most effective days.
Obviously radio had established a place
in the headquarters' heart. But these aggres-
sive sellers began to watch another new
advertising technique — selling by television.
The three serials were replaced by a live
audience show, Share the Wealth, with tran-
scribed segments used on radio stations
around the Kroger marketing area. The
account left Jones during this period, wind-
ing up at Ruthrauff & Ryan. The programs
were staged around Kroger territory. Quiz
programs, of course, were the radio rage at
that time.
In searching for a radio formula that
would bring back the chain's account, the
Jones agency came up with a revolutionary
plan of saturation spots. This was designed
to take advantage of local radio's hold on
the community, give divisions a chance to
advertise their own specials on a flexible
basis and reach a large audience throughout
the broadcast day at the peak selling period
late in the week.
This idea appealed to Kroger headquarters
and the account returned to Jones in Sep-
tember 1951. The saturation spot idea
caught on with the divisions and it's now
popular all around the circuit.
Concentration on Buying Days
At the Jones office in Cincinnati, a com-
plete organization was set up to do the
complicated processing job. Local units
promoted items exclusively on radio and
finding quick results, began to regard it as
an important part of the advertising pro-
gram. Since Friday produced 40% of the
week's sales, and Thursday-Friday-Saturday
about 80%, radio spots were timed to reach
housewives during daylight hours in the
latter days of the week.
Division managers went along with the
novel saturation idea, featuring one or two
items in a series of spots. Sometimes two
stations were used in a single city and a
good share of them were in the lower-
power category. Frequently the Jones time-
buyers ran into problems. They would go
to a station with this approach, "We want
to buy saturation spots 52 weeks a year.
You have no saturation rate. We know your
coverage and ratings. Let's see if we can
get together on a rate." Usually they could,
and many stations started adding satura-
tion rates to their rate cards.
Currently the Jones agency is buying
spots on 160 radio stations, running from
10 up to 90 and averaging around 25 a
week, mostly daytime. It's getting tougher,
week by week, to buy good daytime radio
spots, according to James M. Nelson, Jones
vice president-account executive.
Radio was and remains a bargain when
evaluated at listeners-per-dollar, Kroger of-
ficials are convinced. The millions of homes
reached and impressions made in the course
of a week are important factors in the
growth of the chain. The impact of satura-
tion radio spots dwarfs that of the three-
serial campaigns of the last decade. One
of the exciting events of that decade had
been the announcement in October 1947
of a $500,000 Kroger advertising campaign
embracing radio, newspapers and magazines.
The radio effort had included 1,790 spots
on 33 stations with Fred Allen, Al Jolson
and Amos 'n' Andy transcribing announce-
ments for their respective, sponsors' products.
These closed with a suggestion to buy the
products "at your nearest Kroger store."
Television's early years were observed
with interest at Kroger headquarters and
around the divisions. As stations took the
air in the marketing area, Kroger decided
to enter the new visual medium with a
splash. This consisted of a kine of the
Alan Young Show, starting in September
1950. The series cost more than a million
dollars before it was cancelled at the end
of 1951.
Again a major media decision was strong-
ly influenced by division opinion. Managers
and store owners couldn't get overly excited
over this deluxe advertising so Kroger
started exploring local shows, but with cau-
tion. In 1952-53-54 the company bought
local tv on a modest scale. Gradually the
divisions accepted these local programs and
by 1955 Kroger was known to be in the
million-dollar tv bracket — all of it local.
One of the secrets of Kroger success
in using radio and tv is based on the skillful
way it adapts its merchandising methods to
the special advantages of each medium.
Since it considers radio a low-cost and mul-
tiple-impression device in each community.
it successfully sells special items and service
features to the daytime audience in an effort
to attract traffic.
Local tv programs, with high-standard
local commercials, provide a greater op-
portunity to tell a complete story, it's be-
lieved at Kroger, which regards tv as a hard-
sell medium. "You can sell on radio; you
can sell and demonstrate on tv. Actually,
you can do everything but eat the food,"
one official explained. One tv commercial
often brings immediate sales results the
same week. In the case of radio, Kroger
counts on repetition or frequent exposure.
Most of the tv programs are at night where-
as radio spots go from 6 a.m. to 4 p.m.
Starting nearly 75 years ago, Kroger
stores have used heavy newspaper space
regularly. Newspaper advertising was retail
price listing in the 1880s and it hasn't
changed too much. The newspaper advertis-
ing copy is prepared locally and the chain
feels an advertising agency isn't necessary,
as in the case of radio-tv, since most retailers
are newspaper-minded. One thing about
newspapers, Kroger advertising men say —
it's easy to check newspaper circulation.
Each division has its own newspaper adver-
tising department.
Magazine Used Sparingly
The only Kroger magazine advertising
campaign is based on a special edition of
Family Circle, sold in the stores and con-
taining live editorial inserts and color spreads
covering the chain's products and services.
Every store is keenly aware of what's
going on around its community, particularly
on the electronic media. Dump or end-
island displays carry signs announcing the
time of broadcasts. If bread is to be fea-
tured in advertising in Dayton, the manager
will order enough so that he doesn't run
out by early afternoon. This coordination
of advertising and sales promotion has
achieved one particularly important internal
effect — the division people who are paying
for these radio-tv campaigns believe in the
Page 122 • May 6,_ 1957
Broadcasting • Telecasting
you are secure in the knowledge
that your story is accessible
...accessible weekends and after hours
when agency men so often use SRDS
in planning ad campaigns.
media. After all, the division has the right
to decide how it will advertise. There's
still room for improvement, Kroger men
concede, in educating store personnel and
the entire food industry in more effective
use of radio and tv but a lot of progress has
been made.
Kroger private brands are effectively pro-
moted on all media and with vivid impact
on tv. A library of 150 specially produced
film shorts offers unlimited opportunity to
build the Kroger name and develop com-
munity attitude.
Kroger operates what it proudly calls the
largest and most complete food-testing and
development laboratory in the retailing
world. This Food Foundation does IVt. mil-
lion tests a year, exploring everything from
the quiver coefficient of gelatine to the
toughness of a jelly bean's crust.
Backing up the professional staff in the
laboratory is a committee of 750 women
who act as permanent advisors in making
final decisions on product acceptance.
The Kroger private label items get a
through going-over at FF, from early dream
stage to finished product. After an item has
been accepted for store shelves it continues
under careful scrutiny in a constant effort
to improve quality. A non-Kroger product is
given a brutal beating at FF before accept-
ance, and careful attention is paid to new
food developments around the world.
All this provides good promotional copy
for the radio and tv programs. A consumer
information service supplies material for
clubs, schools and other groups.
FF has found that that its Kroger instant
coffee, produced in a new million-dollar
plant, yields 6,540 cups of brew from 100
pounds of coffee beans compared to 3,825
cups from standard home-brewing methods.
Instant coffee comprises 40% of the Kroger
total compared to a national coffee average
of less than 30%, reflecting the power of
the advertising copy pushing this modern
contribution to the American kitchen.
Tenderay Beef, Kroger's exclusive label,
is another darling of the copy writers. This
process of achieving in 44 hours the results
obtained in 20 to 30 days under nature's
aging process, was developed in 1939 in co-
operation with Mellon Institute and West-
inghouse Electric Co. Kroger's beef promo-
tion technique is one of the most effective
in the retailing field.
Director George F. Garnatz, of FF, and
Jean Allen, home economist, have appeared
on countless radio and tv programs around
the 21 -state Kroger marketing area as well
as on such national shows as NBC's Home,
which sent a crew to Cincinnati to do a
feature on Kroger's way of controlling
quality.
Kroger does a big business in private-
brand items. Sales of Kroger manufactured
foods alone exceed $130 million a year. The
practice of selling products made by Kroger,
or carrying the label, dates back to the
1880s. Ma Kroger, who watched with pride
the brave efforts of her energetic boy, Bar-
ney, added two new items to the store's
stock — pickles and sauerkraut. She made
them herself at home, giving the store an in-
novation that helped develop the youth into
one of retailing's most famous innovators.
Barney's first store was opened at 66
Pearl St., Cincinnati, a good spot for a store
but too close to the Ohio River front as
he learned from painful experience when
he found the store flooded one morning. A
heart-wrencher, this flood, but it was the
second major tragedy. B. A. Branagan, his
partner, who had provided $350 of the orig-
inal $722 capital, had escaped with his life
after colliding with a train but the $225
delivery wagon and $195 horse had been
inactivated.
Six Outlets by 1881
Other early crises were survived and by
1891 six stores had been opened. Kroger
Grocery & Baking Co. was incorporated in
1902, with 40 stores in operation and $1.7
million annual sales, roughly the annual bus-
iness currently done by a better than average
Kroger store.
Two personality factors strongly influ-
enced the early evolution of the Kroger
empire. Barney Kroger had a salty tongue
and expressed himself with vigor and en-
thusiasm. Possessed of these traits, he
naturally saw first-hand the impact of words
and pictures on the public.
When the original delivery wagon, painted
red with fancy gold lettering, attracted local
attention, young Barney replied to a friend
who called it a "circus wagon," this way:
"Good. If you noticed it, so will other peo-
ple. It's good advertising."
Ever since, Kroger stores have been active
advertisers. After buying out his partner in
the first store for $1,500, Barney Kroger
was free to use his own judgment. He
started running food ads in Cincinnati news-
papers, shocking some of his competitors
into trying the same stunt. These ads were
big and quite similar to the typical 1957 ad-
vertisement for food stores.
The one-store business grew into a chain I
and B. H., as the big boss came to be known
around the expanding organization, would i
buy a whole carload from a salesman, cut ;
down the profit per item and run a big news- '
paper ad. Again competitors were shocked, '
and again they tried the same tactics.
After the 1902 incorporation, B. H.
started looking beyond Cincinnati's borders,
A CHAIN OF 1,476 FOOD-SELLING PALACES
KROGER'S merchandising empire can
be described in two ways, each accurate
but neither completely descriptive.
• Kroger is an organization of 1,476
retail stores staffed by 36,807 employes
and executives, and outranked in the
food-chain field by only A&P and Safe-
way.
• Kroger is a service enterprise owned
by 26,621 shareholders who have 3,827,-
307 shares of stock that earned $4.41 each
from the profit on 1956 sales of $1,492
million.
In its role as third largest food mer-
chandiser in the world, Kroger is com-
mitted to local autonomy. Top policy and
objectives are drafted by Joseph B. Hall,
president, and a cluster of eight vice presi-
dents. From there on it's up to the divi-
sional managers, who hold local vice
presidential rank in most cases and op-
erate business groups that gross any-
where from $20 to $150 million a year.
A division in itself is a big business,
essentially area in character. Each divi-
sion has a distribution center supplying
its stores. Most operational decisions
are made at the division and local levels,
where the facts are known by officials
close to community needs and habits. A
division merchandising session, including
grocery, meat and produce men, will
make the buying and selling decisions
for the week. It's their responsibility
to sell the merchandise, including Kro-
ger's own products, which last year
reached $130 million.
Division headquarters at a Kroger
store cluster looks a lot like the main
office of a medium-sized corporation,
except it's probably busier. In St. Louis,
for example, Robert A. Hughes, a mer-
chandiser of many years' experience, runs
the 110-store business as division vice
president. Under, around and in general
proximity to Vice President Hughes —
except when they're in the field, and they
often are — will be found a manager of
operations, grocery merchandiser, meat
merchandiser, produce merchadiser and
finally a manager of advertising, sales
promotion and public relations.
Like other chains, Kroger is weeding
out small stores and replacing them with
strategically placed supermarkets, often
on a lease basis. In the last five years
the chain has opened 448 new stores, re-
modeled 296 and closed 1,058. It has
spent $69.5 million for new stores and
equipment. Another 89 outlets were ac-
quired by absorbing the Henke & Pilot,
Krambo and Big Chain groups. In 1956
store area was increased over a million
square feet. Last year $41.9 million was
spent for new stores, distribution centers,
warehouses and other facilities, compared
to $25.8 million in 1955. The 1957 out-
lay will run about $46 million, a pace
that will be continued through the rest of
this decade.
Stockholders shared in $17 million net
income in 1956, a 19% gain over 1955.
Sales in that period rose from $1,219
to $1,492 million, a remarkable 22%
gain that Mr. Hall said was due mainly
to "increased tonnage, since prices of
food products increased only about 3%."
Despite the tendency of Kroger and the
other food chains to lease rather than
build, a new project in Toledo, Ohio, is
catching the eyes of merchandisers. Here
Kroger has bought Swayne Field, home
of the Toledo baseball Mudhens, and the
centrally located ballpark will soon be-
come a shopping center, with Kroger
having a big market and leasing space
to other retailers.
It takes a lot of goods to stock the
shelves of 1,476 stores and the current
Kroger retail inventory runs $94 million,
equal to about 25 days sales. Total assets
were $259 million in 1956, $230 in 1955.
Page 124 • May 6, 1957
Broadcasting • Telecasting
YOU MIGHT PITCH A PERFECT WORLD SERIES GAME* —
BUT. . . NIELSEN PROVES YOU NEED WKZO-TV
NIELSEN NCS NO. 2
NOVEMBER, 1956
Station
No. of
TV Homes
In Area
DAYTIME
NIGHTTIME
Weekly
NCS
Circ.
Daily
NCS
Circ
Week'y
NCS
Circ
Daily
NCS
Circ
WKZO-TV
STATION B
633,120
512,980
421,820
310,720
292,720
203,170
464 530
348,140
378,080
278,660
-jret^er-
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO- BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
Wj EF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV— LINCOLN, NEBRASKA
Associated with
WMBD RADIO — PEORIA, ILLINOIS
TO STRIKE THEM OUT IN
KALAMAZOO-GRAND RAPIDS!
1956 Nielsen figures (left) show that
is the top buy in one of America's top-20
November,
WKZO-TV
television markets. In fact. WKZO-TV delivers more
viewers nighttime DAILY than the second station
delivers MONTHLY, day or night!
WKZO-TV is the Official Basic CBS Television Outlet
for Kalamazoo-Grand Rapids and Greater Western
Michigan. It serves over 600.000 television families in
29 Western Michigan and Northern Indiana counties.
100,000 WATTS • CHANNEL 3 • 1000' TOWER
ZOTV
Kalamazoo-Grand Rapids
and Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
Don Larsen of the Yankees did it on October 8, 1956
Broadcasting • Telecasting
May 6, 1957 • Page 125
settling on Hamilton, Ohio, for the first
outside branch. By 1910 there were stores
in Dayton and Columbus. Among other in-
novations was operation of a Kroger bakery
that made low bread prices yield a profit.
Meat departments were added, a novelty in
chain merchandising. In 1912 B. H. bought
a St. Louis chain and spread on to other are still practiced by Kroger and of course ;
midwestern cities. Still another precedent
breaker was the Kroger-owned truck fleet.
These early shatterers of custom — adver-
tising, quantity buying with low-pricing at
a small profit, food-producing units and ef-
ficient warehouse-transportation methods —
are common to the entire chain merchandis-
ing industry.
One of B. H.'s original store slogans is
still heard around his chain — "Be more
particular than your most particular
customer."
3 AGENCIES SERVICE KROGER RADIO-TV ACCOUNTS
THE job of processing over 4,000 assorted
radio announcements tailored to 1,476 Kro-
ger stores is performed weekly in the work-
shoppish quarters of Ralph H. Jones Co.,
up on the 31st floor of Cincinnati's lofty
Carew Tower.
The complicated chore culminates Friday
afternoon in a setting reminiscent of a post
office scramble the Sunday before Christ-
mas. Three-score harassed executive and
clerical workers write, process, sort and
dump into mailbags the commercial con-
tinuity for 168 stations taking part in
Kroger's saturation radio campaign.
Since local autonomy features the Kroger
organization, with 27 division vice presi-
dents carrying full responsibility for as
many as a half-hundred stores (each averag-
ing over $1 million in sales per year), radio's
community character, low cost-per- 1,000
and speedy processing of copy fit neatly into
the pattern.
Early in the week the 25 divisions serv-
iced by the Jones agency teletype their spot
orders, and usually each division has its
own special copy emphasis — 39 cents a
pound for frying chickens, 3 1 cents for pork
loin roast (rib end), or Kroger golden short-
ening, 3-pound can, 89 cents. Copy is writ-
ten, okayed, processed — sometimes with
blanks for last-minute price insertions. The
station spots are mailed Thursday and Fri-
day to divisions, which send them to sta-
tions and keep file copies. Sometimes a spot
teletype order is received in Cincinnati Fri-
day afternoon and mailed before quitting
time.
"This is God's own miracle," said James
M. Nelson, vice president and account ex-
ecutive as he scanned the operation. Ann
Smith, Jones' radio-tv director, supervises
the project under guidance of Mr. Nelson
and President C. M. Robertson Jr.
Two people at Jones do nothing but
check station affidavits of performance.
Others work on the 36 programs telecast
weekly on 30 tv stations, one of the major
localized television campaigns in the nation.
Two viewing rooms are in constant use as
new programs are scanned and prints are
checked for sound and video quality.
Five Jones field servicemen are on the
road four days each week, checking on radio
and tv station performance. Each tv show
is monitored at least once a month and con-
stant contact is made with the 30 stations
on the tv schedule.
Current syndicated tv programs include
Highway Patrol, State Trooper, Men of
Annapolis, new Martin Kane series, Whirly-
birds, Mr. District Attorney, Last of the
Mohicans, Sheriff of Cochise, Public De-
fender and Frontier Doctor. Feature films
are used in one city.
The tv programs are checked by audio
tapes and a homemade kinescope system.
The idea is simple — field men carry film
cameras and merely shoot the commercials
off a motel or hotel room tv receiver. Since
the bulk of commercials for the film pro-
grams are live, and produced locally, these
homemade kines may be technically crude
but they make pretty good sense back in
the Cincinnati viewing chambers.
An extra week's lag between preparation
of tv commercials at the agency and appear-
ance on the air is allowed because of pro-
duction problems. The Jones people realize
that most food commercials on tv are likely
to be compared to those on Kraft Theatre
and other network productions. Stations are
anxious to match the network standards
and the production is usually of a good
quality.
The 110 stores of Kroger's St. Louis
Division, serving an area within 125 miles
of the city, place advertising through Camp-
bell-Mithun Inc., headquartering in Minne-
apolis. This arrangement came about as a
result of Campbell-Mithun's handling of
advertising and promotion for Top Value
trading stamps. At Kroger's request, the
agency made a presentation last June and
was appointed Nov. 4 after proposing what
is called "The St. Louis Marketing Plan."
SEVERAL THOUSAND Kroger radio
announcements clear through this traf-
fic board in the office of Ralph H.
Jones Co., Kroger agency. Robert
Bliss, Jones traffic manager, removes
a tag showing that a spot has been
completely processed. Names at left
are Jones staff members responsible
for commercial copy.
Charged with the task of creating "an
outstanding personality" for stores in the
division, plus some simultaneous sales build-
ing, Campbell-Mithun developed the "Per-
sonal-Word Guarantee" device, a written
guarantee on every purchase from a Kroger
store.
While Kroger has always guaranteed ev-
erything it sold, a new gimmick was added
— a guarantee printed on the back of a new
green-colored cash register slip. This guar-
antee idea was advertised by heavy radio
schedules, two St. Louis tv programs, news-
paper space and colorful store displays.
Later campaigns for the St. Louis Divi-
sion were drawn up for such Kroger exclu-
sive items as Tenderay beef, the new Blos-
som Fresh bread and the currently promoted
Cackling-Fresh eggs.
The electronic media were heavily em-
phasized in each product push, with some
genuine trail-blazing techniques that lifted
many a retailer eyebrow. These included:
• Special musical jingle for radio com-
mercials, featuring the personal-word guar-
antee.
• Animated film commercials on tele-
vision programs.
• Full-page four-color newspaper space.
• Outdoor postings (24-sheet) in major
cities.
Spot radio schedules, totaling 192 spots
per week, were bought on three St. Louis
stations as well as outlets in Jefferson City,
Columbia, Hannibal and Farmington, Mo.,
and Quincy and Effingham, 111. The films
telecast in St.Louis are Dr. Hudson's Secret
Journal and Highway Patrol.
The Pittsburgh Division has been placing
advertising through Wasser, Kay & Phillips
for several years. The agency, headed by a
former Pittsburgh broadcaster, G. S. (Pete)
Wasser, has its own production setup for
radio and tv commercials. The appointment,
made at the time the division was entering
television, was based on a desire for local
agency handling of advertising. Current tv
programs are Highway Patrol in Pittsburgh
and Steubenville, Ohio. The division em-
braces stores in Western Pennsylvania and
Eastern Ohio.
Thus, three advertising agencies handle
one of the major spot projects in radio-tv,
custom-building each commercial to the
community and area served in an effort tc
secure the maximum amount of store traffic
and sales impact from each commercial
message. Working with division and store
personnel, the agencies carry on intensive
promotion activities. And when a new store
is opened, everyone around knows about
it as kilocycles, megacycles and print media
join in a barrage that's bound to reach even
dwelling except maybe a few caves — and
chances are that the cave-dwellers have s
small radio or tv dipole.
Page 126 • May 6, 1957
Broadcasting • Telecasting
883,700 PROSPECTIVE CUSTOMERS ARE
Slipping Through Your Fingers...
NEBRASKA I
MISSING THE BIG
ST. JOSEPH MARKET
37 County coverage area in
one of Nation's Leading Markets
ST. JOSEPH
MISSOURI
KANSAS
KANSAS CITY
NOW ON THE AIR
WITH FULL POWER
100,000 WATTS
2 CBS —
ABC — NTA
ST. JOSEPH, MISSOURI
A KENTON BROWN STATION
Blair Television Associates, Rep.
Broadcasting
Telecasting
May 6, 1957 • Page 127
A & P Tea Co.
Adam, Melrum & Anderson
Aladdin Carpet #
Allsweet Margarine
Amoco
Anacin
Arrid *•
Barf left Buick
Bayer Aspirin
Beneficial Finance
Ben Gay
E. Clark Bennett
Berriman-Graham
Bestway Stores
Birdseye Products
Blue Dew
Brown Motor Sales
Bufferin
Buffalo Audio Center
Buffalo Industrial Bank
Buffalo Raceway
Buick Dealers
J. Burnham
Cadillac _ .
Cadbury Fry Export Ltd.
Camel Cigarettes
Capital Airlines
Carter Products
Cavalier Cigarettes
Center Theatre
Chesterfield Cigarettes
Chevrolet
Chrysler
Clodco Distributing
Ciapp's Baby Food
Coco Cola
Coco Wheats
Coidene
Contadinc Tomato Paste
Continental Baking
Crystal Beach Transit
D & E Motors
Deco Restaurants
DeSoto Dealers
Dial Soap
Doans Pills
Dodge Dealers
Don Allen Chevrolet
Dow Anti Freeze
Batteries
stributors
astoria
a
Ford Dealers
General Tire
Glamor Products
Gliston
Greyhound Corp.
Half & Half Tobacco
Hit Parade Cigarettes
Hometown Bread
Honig Jewelers
Hotpoint Appliance
Household Finance
Milton H. Hubers
fee Capades
uregon
Pacqyin
nci!
International Harvester
Jelio Pudding
Kaufmann Bakery
Keebler Biscuit
Kleinhans
ckers
its, Ltd.
I Mo Shampoo
es Home Journal
Lafayette Theatre
Lewin Bros.
Libby McNeill & Libby
Liberty Bl
Manufacturers & Traders
Trust Co.
Marine Trust Co.
Miles Laboratories
For liaajth
iermo
■Shop
:afe
New York Telephone
Niagara Frontier Health
Foundation
No-Cal Beverages
Northern Paper Mills
Norwich Pharmacol
NuWay Stores
Ontario Government
Pall Mai! Cigarettes., .
Paramount Theatre
Parsons
Pepsi Cola .
Pepsodent '
Pfeil Lumber Mart .
Philadelphia & Reading Coal
Phoenix Brewery
Pinex
Plymouth Dealers
Pontiac Dealers
Prestone Anti-Freeze "
ay-O-Vac
eader's Digest
eading Anthracite
se Shave Cream
Roman Meal Bread
Royal Bedding
Salada Tea ■
Saiem Cigarettes ■
Sanka
Sattiers, Inc.
Saturday Evening Post
Sears, Roebuck
H. Seeberg
Seven Up
Shields & Co.
Silk N Satin
Wm. Simon Brewery
Simoniz Co.
L. B. Smith
Joseph Snider
Socony Mobile
Squirt
Stevens Buick
Sun Oil
Tastee Freez -
Texaco Gas
Tilo Roofing
Thruwav- Plaza Merchants
ice
Web-Cor
Welch Wine
Western Savings Bank
Westinghouse
Whiteman Song Shop
Willard Tablet
Winston Cigarettes
Your
WHO KNEW a year ago that you could get "Eight big tomatoes in an itty bitty can" ?
Only the sponsor knew then, ... now, 160 million people know — thanks to Radio.
THE SAME 160 million people that "Wonder where the yellow went", that "Get more
bounce to the ounce", that know where to get a good deal on a new or used car.
And the reason they know is Radio.
RADIO — that in one year brought fame and fortune to the Elvis Presleys,
Pat Boones and Harry Belafontes, . . . simultaneously brought highly successful
sales results to automobile manufacturers, food dealers and the store around the
corner. Yes, Radio today sells everything from baby foods to baby grands
— from pills to pillow cases.
In honor of National Radio Week, we salute those sponsors who have the foresight
and judgement to choose Radio ... one of the most powerful advertising
mediums in the world.
RADIO
"The Voice of Buffalo"
MONDAY
from MARION HARPER JR., president, McCann-Erickson
HOW AGENCY SERVICES
CUT THE RISKS IN TV
ONCE upon a time there was an ad-
vertiser who had a hunch that it would
be a good idea to get into television.
He telephoned his advertising agency.
The account executive lifted up a copy
of the Telecasting Yearbook-Market-
book and turned to the section, "Pro-
gram Production Firms." Picking a name
at random, he called up and requested
the firm to send over the best pilot film
available. He took the film to the pro-
jection room of the network nearest his
office, looked at half of it, bought 52
episodes from the supplier and that same
day booked a year's prime evening time
over 150 stations.
There are times and places for dream-
ing-— even in the advertising business —
but too often one can be carried away.
May we start over?
The era has long passed (if it truly
ever existed) when an advertiser ''gets
into" television on a hunch and an ad-
vertising agency services that advertiser's
television programming by the mere pur-
chase of an available show and time
period.
An advertising agency serves its clients
long before a decision is reached to use
any media. But before the birth of a
television program the prenatal care is
more demanding. The contributions of
skilled research, media, marketing and
creative specialists must be supplemented
by the talents of a well trained corps —
within the agency — of professional show-
men, who will give "added service" to
the sponsor. These "added services" are
a must for any client, large or small, who
prefers to invest — not risk — his adver-
tising dollars in television.
Once the need for a television pro-
gram has been established the next ob-
vious step is the search for the best
possible show to meet the marketing
plans of the client. It becomes the re-
sponsibility of the agency to find this
program, or if it does not exist, to create
it or assist in its creation.
If the program is "found" it will not
have been the result of a telephone call
or a cursory examination of a few avail-
able properties. Excellent television ideas
which will not only draw large audiences,
but specially required audiences, are too
few. (In a year, McCann-Erickson will
review some 600 pilot films, scripts, for-
mats or show ideas, and may analyze
30 within one particular category in
order to select the right one for a par-
ticular product exposure.)
Further, within an advertising agency,
there must be people who through con-
stant contact with all creative branches
of show business are acquainted with not
only what is available but also with what
may be available, and, if necessary, bring
together known and respected talents
necessary for the creation and perfor-
mance of a successful show.
Once television is embraced, it becomes
the agency's further responsibility that
this embrace does not become a kiss of
death. Having used its best judgment in
recommending a program to a client,
the agency must participate construc-
tively in the development and perfection
of that program. This, of course, includes
the selection, after careful study and
constant communication with network
officials, of the proper time franchise.
But a top time franchise no longer in-
sures adequate return for the investment.
The show itself must produce the return.
What if the show fails to get off the
ground, or if it does, falters within a
few months, or suddenly for no apparent
reason begins to wither? Added, intense
service must be quickly supplied by the
advertising agency on behalf of its client.
Constructive suggestions must be pre-
sented— whether they call for a change
in writers, directors, producers, actors,
a revision of the entire format, or a
return to the quality of the production
originally purchased.
Preventive medicine, of course, is
preferred. A show professionally super-
vised, week in, week out, by the client's
advertising agency has a better chance of
survival than one left to its own devices.
The selection of the material, casting,
writing, rehearsals and on-camera time
(whether the show be live or film), all
the preparations right up to the moment
of the broadcast are services deserved
by clients today.
We are particularly aware of these
responsibilities, since almost half of our
clients' total domestic advertising in-
vestment (over $100,000,000) is in tele-
vision— largest volume of any agency.
While all Hollywood last year produced
413 hours of feature films, McCann-
Erickson in 1957 will be responsible to
its clients for the production of 531 hours
of television entertainment.
The agency will also be responsible
for the preparation of the commercial
messages which go into these programs
and those used in spot campaigns. The
same planning that results in a news-
paper or magazine campaign — and that
integrates the best available market re-
Marion Harper Jr.; b. Oklahoma City,
May 14, 1916; ed. Phillips Academy,
Andover, Mass., grad. Yale U. 1938.
Joined McCann-Erickson 1939, rose
through research assignments, became
president in December 1948. Then agency
had 24 offices, 1,200 employes. Now it
has 38 offices, employs 3,500.
search and product analysis — goes into
the development of commercials. The
television creative staff is prepared to
furnish all the ingredients of an effective
commercial, from script to singing jingle
to cartoon or photographic storyboard,
to testing of commercials. Some of the
traditional criteria are not used here:
recall, sponsor identification, and "lik-
ing". Instead, testing (partly through
the Electronic Program Analyzer) gauges
the ability of a commercial to sustain
attention, convey conviction, establish
the correct psychological mood and tone.
It examines the factors of believability
and comprehension (did the viewer get
what was intended?). Records of this
research, in both program and com-
mercial content, are examined by the
creative staff in seminar meetings, aug-
menting their information derived from
motivational research and from the stand-
ard ratins analvsis.
Broadcasting • Telecasting
May 6, 1957 • Page 129
EDITORIALS
Toll Gate Closed
SOMETIMES questions can be almost as helpful as answers in
clarifying a subject under debate.
This was certainly so when Rep. Oren Harris (D-Ark.) sent a
series of questions to the FCC on the subject of subscription tele-
vision. Rep. Harris' letter, reproduced in B«T last week, adroitly
raised all the important questions there are to ask about subscrip-
tion television.
The FCC's answers, if responsive, will add up to a statement
of policy on toll tv, but they will not add up to a final FCC ruling.
Until Mr. Harris wrote his letter of April 19, it appeared that the
FCC might be heading in the direction of approving toll tv on at
least a trial basis. It can no longer proceed uninhibitedly toward
action on toll tv. It must first disclose its intentions to Congress.
We venture that once the FCC has answered Rep. Harris, the
Congress will wish to undertake a study of subscription tv on its
own. Certainly the subject is important enough to warrant the
most serious Congressional inquiry.
As we say, all of the questions that Mr. Harris asked were perti-
nent. Among them we were especially pleased to note his request
for information on the nature of communications which the FCC
had received from the public either supporting or opposing toll tv.
We can supply part of that answer. Many of the pro-subscrip-
tion communications now in the FCC's file bear the marks of
organized letter-writing. Though written by the general public, they
are obviously the inspiration of the professional advocates of toll tv.
A careful study of these files will show, we are sure, that the
advocates have been far more artful in their public relations than
the opponents have been. It has been only recently that those who
object to toll tv have begun to assert themselves effectively.
Yet the opponents have by far the more impressive case. There
can be no doubt that if subscription television is authorized on
broadcast frequencies, it will be only a matter of time before a
box-office is installed for all important television programs. The free
service to which the public has become accustomed will disappear.
These are prospects which have not been made clear to the public.
If they were, we venture that the public would inundate the FCC
with mail, all of it opposing toll tv on the airways.
Nickels, Dimes, Millions
THE story of F. W. Woolworth Co. and radio demonstrates once
again that the taste test is one of the most convincing factors
in the sale of radio time.
Until two years ago, Woolworth had never tried network radio.
Then the five-and-dime giant signed with CBS Radio for a weekly
hour of live music, to be presented with dignity and showmanship.
A fortnight ago, as The Woolworth Hour approached its 100th
broadcast, Woolworth officials let it be known that, having tasted
radio, they were finding it savory indeed. The savor that they
especially relish is one which is peculiar to cool green dollars,
heavy black ink and improved earnings statements.
During the approximately two years since The Woolworth Hour
was launched, Woolworth's annual sales have gone from $721.3
million to more than $806 million and stockholders' net earnings
from 79 cents a share to $3.57 a share last year.
When several are used, no one medium can claim credit for all
the good fortune that ensues. But Woolworth officials make clear
that they see considerably more than happenstance linking the
healthy gains in sales and profits with their concurrent use of radio.
From their two years' experience they know that The Woolworth
Hour "pre-sells" their products and "directly stimulates over-the-
counter transactions."
They didn't say so, but they must be sorry, now, that they waited
Drawn for BROADCASTING • TELECASTING by Sid Hii
"Oh, I've been mobile ever since the boss added toll tv to his
theatre chain!"
so long to take the plunge. A lot of other advertisers might feel the
same way, if they'd just give radio a trial. Until they do, they'll
go on missing sales and have only themselves to blame. Everybody
knows radio goes everywhere. Smartly used, it can sell more
products than even Woolworth's carries.
THE Woolworth company is not alone among big retailers to
discover the value of the air media. Indeed many discovered it
many years ago. Take the nation's third largest grocery chain, for
example.
More than 20 years ago the Kroger Co. saw in radio's mass
circulation and personal appeal a chance to promote the Kroger
name and merchandise. Kroger stores have used radio consistently
since then, and with conspicuous success.
Kroger was among the early important users of television. As
of now, television and radio are both major media for the chain.
Newspapers still dominate the Kroger budget, but the newspaper
share lately has been diminishing and the radio-tv share rising.
Kroger's skillful use of both radio and tv is a definite factor in
the chain's current rate of growth. Kroger's sales curve is rising
faster than the curves of A&P and Safeway. The full story is told
in the first of a series of B»T business profiles, published this week.
Thankless Job
THE chairmanship of the Television Code Review Board is a
job guaranteeing little glory, much work and an excellent op-
portunity for the incumbent to make a fool of himself and of
television.
If a code chairman talks too much, he can impart the impression
that tv is rife with immorality and greed. If he talks too little, it
will be said that he is suppressing news of code violations or of
condoning them. To be effective, the chairman must be alert to
code offenses but discreet in dealing with offenders. He must, in
short, be a business statesman.
The first code chairman, John Fetzer, and the second, G. Richard
Shafto, fully measured up to the demands of the job. It may con-
fidently be expected that the new chairman, William B. Quarton,
will maintain the standards of his predecessors.
Who cares ?
Anniversaries are real nice occasions for
the folks who are having them — but let's
face it, not many others are really
interested.
Folks don't listen to a radio station just
because it's 35 years old. They listen
because, day after day after day, it
brings them what they want to hear
most. And WJR does that! This was
proved by a survey made by Alfred
Politz, Inc., which shows that 41% of
the adult listeners in the Detroit-Great
Lakes area claim WJR as "their" radio
station. Remember, this is in an area
where 196 other stations can be heard!
WJR's advertisers don't use WJR just
because it's 35 years old. No sir! They're
more interested in the fact that in the
age groups that control 80% of the
buying power, WJR reaches more people
than the next six Detroit stations
combined.
If you have a product that you'd like to
put across in the rich Detroit-Great
Lakes market . . . what you want to
know is what WJR can do for you. And
the man to call is your Henry I. Christal
representative — he's got all the facts.
The Great Voice of the Great Lakes
WJR
HI Wnttc PR.Q Tin,
Detroit
50,000 Watts CBS Radio Network
35 years of service
WJR's primary coverage area
You name it, KMBC televises it!
Championship NCAA basketball or an ABC-TV network
fight . . . the biggest local events or special big-time
shows . . . when big things happen in Kansas City,
KMBC-TV is there!
That's why more of the 489,380 TV households reached
by KMBC-TV's 316,000 watts of power turn FIRST to
Channel 9. They know they can always count on
KMBC-TV for the biggest and best in TV entertainment
— from special events to favorite ABC network shows
. . . KMBC-TV's own top-rated personality programming
. . . and fine syndicated and feature films.
Fact is, everything about this alert ABC affiliate is
big and choice — coverage, programming, availabilities,
station facilities and sales power for you — with
prime-time spots or program sponsorship.
And when you consider that KMBC-TV delivers your
message to 31,500 more families than any other channel
in the Kansas City market, it's easy to see why coverage-
conscious time buyers are buying time on Channel 9.
The man to see for availabilities is your Colonel
from Peters, Griffin, and Woodward.
READY TO ROLL! KMBC-TV's skilled remote
crew has the experience and equipment to
handle any special TV event.
LAWRENCE WELK NIGHT-When KMBC Broadcast-
ing Company promoted a Lawrence Welk Concert
in Kansas City, Welk set a new one-night box-
office record for the arena— the largest box office
take in the 21-year history of the K. C. Municipal
Auditorium!
See Peters, Griffin, Woodward, Inc. for availabilities.
. .It's easy to see why
the SWING is to KMBC'TV
Kansas City's Most Popular and Most Powerful TV Station
DON DAVIS, President
JOHN T. SCHILLING, Executive Vice Presi.
CEORCE HICCINS, Vice President and
Sales Manager
MORI CREINER, Manager, KMBC-TV
DICK SMITH, Manager, KMBC-KFRM R
j f ...and in Radio, it's KMBC Kansas City— KFRM/ot the State of Kan!
26
H YEAR
BROADCASTING
TELECASTING
plE BUSINESSWEEK LY OF RADIO AND TELEVISION MAY 13, 1957 35< PER COPY
BS Radio gets $5.5 million of Ford budget Page 31
itramural differences stall Celler report Page 53
/AAM (TV) to Westinghouse for $4.4 million Page 112
he Graham trial: Case for radio-tv access Page 136
Radio in Ford's future
Celler report hits snag
Major case for access
Surveyed Fcicts
Dominance!
*WXEX-TV is your best buy — by far — to cover the whole Richmond TV area.
A 35-county Grade B area survey made by ARB proved conclusively:
*WXEX-TV leads any other Richmond station in total area rating points by 331/3%.
* WXEX-TV leads any other Richmond area station in more quarter hours by 33V3%.
*WXEX-TV leads any other Richmond area station in total share of audience.
Don't project urban ratings to the Grade B set count. You get faulty cost-per-thousand figures.
Use the facts in the ARB area study. Get them in full from Select, Forjoe or WXEX-TV.
Tom Tinsley, President
NBC BASIC-CHANNEL 8
Irvin G. Abeloff, Vice-Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta
there are 175 counties and over 600,000 radio
homes under Big Aggie's Umbrella
That's a sizable chunk of these United States
and a mighty important market. Over two
million people live under Big Aggie's um-
brella. The last time anyone counted the dol-
lars they spend, it amounted to 2.8 billion a
year.
Where do they spend it? Let's look to Big Ag-
gie for that answer. For the vast expanse of
Big Aggie Land is defined by the power of one
radio station — WNAX-570. 80% of Big Aggie's
609,590 radio families tune to WNAX-570
three to seven times a week. That's 66.4%
share of audience. It's a safe bet that these
prosperous people spend a good amount on
products advertised on WNAX-570.
Yes, Big Aggie Land is an important market.
And nothing covers it all — delivers it all —
except WNAX-570.
Ask your Katz man for details.
* 1956 Nielsen Coverage Service
35th ANNIVERSARY OF WNAX — 1922 - 1957
BIG AGGIE IAND
WNAX-570
Yankton, South Dakota
CBS Radio.
A Cowles Station.
Don D. Sullivan, General Manager
Can you suggest any other way to say Ci First"?
WCHS-TV is first in West Virginia's
No. 1 market. This fact is again confirmed
by the most recent (Feb.) COMBINED
ARB*
The area served by WCHS-TV contains
West Virginia's first market (Charleston),
West Virginia's second market (Hunting-
ton), plus a sizable hunk of Ohio and
Kentucky (including Ashland) thrown in
for good measure. WCHS-TV blankets
Charleston-Huntington-Ashland with the
biggest market as home base. The Bran-
ham rep (or we) will be happy to provide
complete details.
WCHS-TV
Serving Charleston-Huntington-Ashland— from the biggest market
Charles/own' s Only TV Station
Maximum power Channel 8
* Ratings accomplished without our new tower atop Coat Mountain. Whth completed this month it will be 2,049 feet above sea level
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and Julv bv Broadcasting Publications, Inc., 1735
DeSales St., N.W., Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under act of March 3, 1879.
This one television station
delivers four standard
metropolitan area markets plus
• 917,320 TV sets
• 1,015,655 families
3V2 million people
$3% billion retail sales
$6% billion annual income
WGAL TV
LANCASTER, PENNA.
NBC and CBS
STEINMAN STATION . Clair McCollough, Pres.
Representative:
The MEEKER Company, Inc.
New York
Los Angeles
CHANNEL 8 MULTI-CITY MARKET
Chicago
San Francisco
316,000 WATTS
Page 4 • May 13, 1957
Broadcasting • Telecasting
closed circuit:
BRAKE ON FORD BUY? • Though it's
one of biggest network radio transactions
in decade, that $5.5 million Ford package
buy on CBS Radio (see page 31) is getting
careful critical appraisal by affiliates. Some
queston whether they should clear for it.
primarily because it eats into early-morning
and late-afternoon times that are especially
lucrative for stations. Network officials,
however, maintain confidence that they'll
set close to unanimous clearance.
B«T
IT'S only one of several items on agendo,
{ but it seems reasonable bet that Ford sale
j (see above) will rank high in discussions
tat meeting of CBS Radio Affiliates Assn.'s
board of directors, called for Wednesday-
Thursday in New York. Board, headed by
1 John M. Rivers of WCSC Charleston, S. C,
will meet privately Wednesday (at Savoy-
Plaza hotel), then confer with network of-
ficials Thursday. Another likely subject is
more or less perennial agenda item for
Mich meetings: effort to get increase in rate
of compensation by network.
B»T
TELEVISION & SENATE • Senate Com-
merce Committee within next fortnight is
expected to give consideration to report
submitted by its majority counsel, Kenneth
Cox of Seattle, on tv allocations and regula-
tion. Report, now in hands of Committee
Chairman Magnuson (D-Wash.) was to
have been printed purely as views of coun-
sel. It now develops, however, that com-
mittee may be called upon to consider re-
port and possibly adopt it as its own with
modifications.
B«T
SENATOR Bricker (R-Ohio), ranking
minority member of the committee, wants
to take hard look at report, notably provi-
sions dealing with networks. Himself an
advocate of direct licensing of networks by
government (they are now regulated only
as to their owned and operated stations).
Sen. Bricker would join in report, it's be-
lieved, if it followed his general ideas along
i this line.
B«T
EMBARRASSMENT OF RICHES • CBS-
TV has firm orders from Kellogg, Pillsbury
and Oldsmobile for Big Record (Wed. 8-9
p.m. EDT), but in addition has two other
orders for remaining quarter of program.
One is from Armour & Co. (through Foote,
Cone & Belding) and other is jointly from
National Sealtest Co. and Hills Bros, coffee
(both through N. W. Aver & Son). Net-
work is trying to resolve problem to de-
termine which advertiser goes with others
in backing Big Record next season.
B»T
BRISTOL-MYERS Co., New York, is ex-
pected to sign this week for full half-hour
following Disneyland on ABC-TV each
week. Advertiser has not yet determined
show that will be presented in time period
(Wed., 8:30-9 p.m. EDT) but expects to
buy "adventure action" series, either live
or film. Young & Rubicam, New York, is
agency.
B»T
TELEVISION & HOUSE • Rep. Celler.
chairman of House Antitrust Subcommit-
tee, reportedly got heated up over report
that one member of subcommittee already
had draft of "minority" report on television
industry investigation compiled with "out-
side" aid (story page 53). At last Wednes-
day's meeting of committee, which covered
number of subjects in addition to television
report, some members understood to have
declared that committee should express
hope for expeditious action on matters
being studied by FCC Network Study staff
and by Dept. of Justice.
B»T
1 HERE'S strong feeling on Capitol Hill
that if Chairman Celler tries force-feeding
other members on proposed staff-written
television report, there's likely to be a
strong, hard-hitting minority report. Mr.
Celler disclaims intention of ramming re-
port down throats of colleagues, but staff
indubitably will fight to justify strong posi-
tion on several aspects.
B»T
RESIGNATION • Ex-NARTB board
member, Lester L. Gould, KFMA Daven-
port. Iowa, has quietly resigned from asso-
ciation. He's known to feel strongly that
radio stations are getting scant attention
from association headquarters. When he
left NARTB Chicago convention day early
last April, he told friends convention pro-
gramming offered him little help in op-
erating station and slighted radio segment
of industry. He served term on radio board
(1954-56) as at-large director for small
stations.
B»T
THERE'S logical answer, incidentally, to
radio station needs for trade association
service, ex-director Gould feels. It's en-
tirely separate association providing com-
plete association service to aural broad-
casters, including programming, legislative,
public relations and sales functions. While
member of Radio Advertising Bureau and
supporter of its work, he feels no broadcast
association can operate without sales aids
to members. He contends radio and tv are
separate media and should be served by
separate associations.
B»T
STAR IS BORN • Negotiations were un-
derway last week between networks and
Foote. Cone & Belding executives on pro-
posed tv spectacular to herald introduction
of Ford Motor Co.'s new Edsel automobile.
Agency still hopes to get dual network ex-
posure for extravaganza being planned by
Milberg Productions, probably in Septem-
ber. While network, talent and other con-
siderations not yet resolved, co-star is defi-
nitely set — none other than Edsel itself.
It's understood car is earmarked for leading
role in what is described as unusual copy
approach to entertainment. FC&B nego-
tiations being conducted by John Simpson,
vice president in charge of radio-tv produc-
tion, and Homer Heck, account supervisor.
B»T
FACT that auto manufacturers now have
greater control over what kind of national
advertising should be used is said to have
important role in decision of Ford Divi-
sion of Ford Motor Co. to use network
radio next season (story page 31). Before
recent change in advertising policy, dealers'
funds influenced control over good portion
of ad budget plans. With hands free. Ford's
marketing-advertising group was able to
consider all media without being hampered
by conflicting tastes of dealers throughout
country.
B»T
RENDER UNTO CAESAR • Though his
NBC contract still has about seven years to
run (counting options), comic Sid Caesar
probably can become free agent if he wants
to. He and NBC were reported Friday to
be at seemingly total impasse on fall plans,
with Mr. Caesar demanding minimum of
20 one-hours programs in same format as
present show (Sat., 9-10 p.m. EDT) but
with NBC officials showing no sign of will-
ingness to go along. Unofficial word was
that if he should request release from his
contract, NBC probably would oblige.
B»T
SUBSCRIPTION tv is due to get a going
over when top FCC Commissioners and
pay tv staff experts meet with Rep. Oren
Harris (D-Ark.), chairman of House Com-
merce Committee tomorrow (Tuesday) at
4 p.m. Subject of discussion will be contents
of Rep. Harris' letter to Commission rais-
ing basic questions regarding FCC's power
to authorize pay-ns-you-see tv, even on
trial basis [B»T. April 29].
B«T
WHITE HOUSE MAIL • FCC chairman
George C. McConnaughey has submitted
letter officially notifying President he does
not wish to remain at FCC after his present
term expires June 30. Presumably Presi-
dent will make letter public when he an-
nounces successor. That may take while —
race for vacancy is crowded (page 58).
B»T
CHARLES C. WOODARD. CBS - TV
assistant general attorney in charge of tal-
ent, program and facilities contracts, re-
portedly tapped for post of assistant to
President Donald H. McGannon of West-
inghouse Broadcasting Co.. effective soon.
Broadcasting
Telecasting
May 13, 1957
Pase 5
■i
P^WS'^i '%WPPMWP:.. : ^PS'SM
Toss em! These may be all right for somebody who
doesn't know what WDGY has done to Twin Cities radio.''
Latest Nielsen: MARCH 1957
WDGY has rocketed up!
i km l irtC*l Station A: 515.2
In March 1956 )WDGY: 9Q ?
i ii L inc-rl Station A: 254.3
In March 1957^ WDGY. 2Q8 o
NSI Area Average audience,
(6 a.m.-6 p.m., Monday-Saturday)
$ %ft afe
WDGY first NSI Area—
9 a.m. -6 p.m. Monday-Saturday
When 1957 figures are available (and they are) it stands
to reason they are more significant than 1956 "history"
— especially when '57 data show things as of now.
The Nielsen "big-change" (shown left) is one instance.
Another up-to-date fact : WDGY is first all day per latest
Trendex. Yet another : WDGY is first every afternoon per
latest Hooper . . . and per latest Pulse. In fact, Pulse gives
WDGY an average rating of 6.0 (7 a.m.-7 p.m., Mon.-
Fri.).
In every recent report, WDGY has a big first place audi-
ence story!
Talk to Blair, or WDGY General Manager Steve
Labunski.
WDGY
Today's Radio for Today's Selling
50,000 watts
MINNEAPOLIS-ST. PAUL
TODD STORZ,
President
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
Page 6 • May 13, 1957
Broadcasting • Telecasting
at deadline
i
-ord's $8 Mill on for Educ. Tv
ixplained in Fiscal '56 Report
PORD FOUNDATION appropriated more
lhan $8 million for educational tv in its fis-
al year 1956 (ended Sept. 30. 1956). ac-
:ording to Foundation's annual report.
Of S8 million, Ford allocated $6,263,340
Hirect to Educational Television & Radio
Tenter, Ann Arbor. Mich., to support its
vork through 1959 (taking over function
ormerly handled by Ford*s Fund for Adult
Education): approved Si. 5 million grant to
rolleges and universities to release time of
acuity members to work on educational
elecasts; S90.500 grant in December 1955
o ETRC for public information activities;
i94,000 to National Assn. of Educational
Broadcasters; SI 40,000 to Joint Council on
Educational Television, and Si 2.000 to
American Council on Education (for liaison
vith educators not in educational tv).
Up to 1956, Foundation via Fund For
\dult Education had granted total of Sll
nillion for educational tv. For 1955-1956
•eason, Tv-Radio Workshop (Omnibus pro-
gram) then CBS-TV and now ABC-TV
pent SI. 733. 887 with sponsor income $1,-
)58.017. making expense to Foundation of
5675.870. report reveals. Issue of educa-
ional tv was still "unresolved" as of 1956
•vith 26 educational tv stations on air. report
loted, observing comments of educators and
;ivic leaders ranged from "outstanding suc-
;ess" to "flat failure."
3AR Offers Competitor Checks
VEW service to help agencies and their
clients keep up to date on changes in broad-
est copy lines of competitors formally an-
lounced Friday by Broadcast Advertisers
Reports Inc., New York [B«T. March 11].
Service is by-product of other BAR opera-
ions, which are based on off-the-air moni-
oring of all network tv and radio shows and
extensive local station monitoring in 20 top
narkets. BAR said that in new service it
;an notify agency and advertiser clients im-
nediately when competitor changes copy
heme.
Pontiac May Siphon Money
From Other Media to Radio
PONTIAC Motors Div.. General Motors
Corp.. reportedly beefing up broadcast buys
by thinking of taking money out of other,
i.e., print, media, and tossing it into over-50
market radio spot campaign starting end of
month and running through summer.
Also understood to be involved may be
network purchases in CBS Radio's and ABC
Radio's segmentation plans, emphasizing
news, music and sports. ( Pontiac dealers are
known to be waxing ecstatic over recent
NBC Radio hourly newscast purchase, but
with American Motors' Rambler dominating
much of Monitor's schedule, additional NBC
Radio buys at this time seem unlikely).
There was no confirmation from Pontiac's
agency, MacManus, John & Adams. Bloom-
field Hills. Mich.
Sterling Radio Network Formed,
Offers Sports, Special Events
FORMATION of Sterling Radio Network
Inc. to provide radio stations in U. S. and
Canada with year-round schedule of live
sports and special events coverage an-
nounced Friday by Saul J. Turrell. president
of Sterling Television Co., New York, tv
film distribution company.
New service is to be launched in fall with
schedule of 60 collegiate and professional
events and with sportscasters Marty Glick-
man and Bud Palmer doing play -by-plays.
Service will be sold to radio stations who
may sell games to local advertisers or carry
sustaining. Games are being offered in each
market at flat fee. depending on distance
from origination but price range was not
disclosed.
SRN is being formed by Sterling Televi-
sion in association with Sports Broadcasts
Inc., which has organized regional radio and
tv networks for New York Yankees base-
ball and for New York Giants football. Offi-
cers of SRN are Mr. Turrell. president: Ed
Pancoast. head of Sports Broadcasts Inc..
vice president: Mr. Glickman. sports direc-
tor; Charles Dolan, executive vice president:
Ned Asch. production manager and Robert
Kirsten. sales promotion director.
Economic Injury Edict Appealed
FCC's momentous economic injury decision
— that it has no power to take into account
economic effects on existing stations of grant
of new facility [B«T, March 25] — has been
appealed to U. S. Court of Appeals in Wash-
ington by WBAC Cleveland. Term. WBAC
was protestant to Commission's 1955 grant
of 1570 kc. 1 kw daytime to Southeastern
Enterprises Co.. resulting in Commission's
5-2 ruling that it lacked authority to con-
sider economic injury which might result
from grant of additional station. WBAC
also asking for stay of March decision.
• BUSINESS BRIEFLY
Late-breaking items about broadcast busi-
ness; for earlier news, see Advertisers
& Agencies, page 31.
ZEST IN MIDWEST • Procter & Gamble's
introduction of Zest, deodorant bar. will
move to Midwest on June 2 in nearly 100 tv
markets. Contracts are until forbid, placed
by Benton & Bowles, N. Y.
BELLOWS FOR FIRE' • Columbia Pic-
tures Corp. (Warwick Productions). N. Y.,
said to have budgeted SI 00.000 to exploit
new Rita Hayworth-Robert Mitchum film.
"Fire Down Below." Third of high figure
(by motion picture standards) will go to
NBC Radio's Monitor and Bandstand and
radio-tv spot drive kicking off last week in
June. Donahue & Coe. N. Y.. is agency.
KEEPS GOING • Ex-Lax Inc.. Brooklyn,
expected to renew first of July for another
13 weeks current radio spot campaign in 50
markets. Laxative manufacturer also has
signed for nighttime announcements via
NBC Radio starting this week. Warwick &
Legler, N. Y.. is agency.
GF GOES SOLO • General Foods will in-
crease its tv budget about 25% next season
when it takes over full sponsorship of CBS-
TV's Monday 9-9:30 as well as 9:30-10 p.m.
EST periods on CBS-TV. It'll have Danny
Thomas Show at 9-9:30 p.m. and December
Bride at 9:30-10 period. P&G has dropped
out and applied that budget, in part, to day-
time television. General Foods is serviced
by Young & Rubicam and Benton & Bowles,
N. Y.
MOVES ELSEWHERE • As result of CBS-
TV's turning down Court of Last Appeals
for Saturday 8:30-9 p.m. EDT period. P.
Lorillard Co. expects to place show on NBC-
TV, Fridays at 8-8:30 p.m. each week.
Whether Lorillard will retain CBS-TV pe-
riod with another show or abandon that
time spot has not been decided but probably
will be by end of this week. Lennen &
Newell. N. Y., is Lorillard agency (Old
Gold cigarettes).
Clarke Heads New NBC Unit
FORMATION of new television station
sales unit within NBC's television sales serv-
ice department announced Friday by Wil-
liam R. Goodheart Jr., vice president for
tv network sales. He said it was created
specifically to help advertisers and agencies
evaluate their network station lineups. Unit
will be headed by C. Herbert Clarke as man-
ager of station sales. Mr. Clarke joined NBC
in 1956 and since March has been station
sales representative in NBC-TV's sales traf-
fic department.
A THANK YOU TO RADIO
RESOLUTION was adopted by Na-
tional Society for Crippled Children
& Adults at nationwide staff meeting
Friday saluting broadcasting industry
on occasion of National Radio Week
(early story page 42). Societies
lauded industry for "public service
through varied and dedicated program-
ming in community interest" and sta-
tions for "unstintingly" giving time,
facilities and personnel to help foster
better public understanding of prob-
lems of crippled adults and children.
Broadcasting • Telecasting
May 13, 1957 • Page 7
PHONE HA 2-0277
WHEN
MEREDITH
SYRACUSE
RADIO CORP.
LOEW BUILDING, SYRACUSE 2, NEW YORK
Last Friday when we called our weekly WHEN Radio sales
staff meeting we had to order an additional quart of
coffee and four extra cups.
No strangers to the station or Central New York, the
four newcomers to the meeting are better known than our
entire regular sales staff. Those four extra cups were
for Dean Harris, Al Meltzer, Joe Cummiskey and Kay Larson
-- all on-air personalities who have proven their sales
ability.
As one example of that ability Joe recently delivered a
60-second commercial for a $20 portable charcoal grill
on his 8 - 8:15 a.m. newscast. Over 200 were sold from
that one spot, three before the show was off the air.
Now that we have put Dean, .Al, Joe and Kay on our sales
staff how about putting them on yours? Their routes
cover most of Upstate New York. Call the Katz Agency or
Bill Bell, station manager, for their rates.
Cordially,
Paul Adanti
Vice President
AFFILIATED WITH BETTER HOMES AND GARDENS AND SUCCESSFUL FARMING MAGAZINES
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WHEN and VVHEN-TV «„
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Page 8
May 13, ]957
Broadcasting
Telepa.
PEOPLE
ISTP Inc. Clears Last Hurdles,
l akes Over KOB-AM-TV Reins
PURCHASE of KOB-AM-TV Albuquerque.
4. M., by KSTP Inc. from Time Inc. and
v. Wayne Coy for $1.5 million has been
onsummated. KSTP Inc. (KSTP-AM-TV
linneapolis-St. Paul) took over New Mex-
;o properties day after FCC denied ABC
j ejection to March transfer approval.
ABC objected because transfer grant did
ot specify KOB must operate directional
t night to protect network's WABC. Both
iperate on 770 kc. FCC revised wording of
ale approval to incorporate that protection,
lenied ABC petition and principals settled
ransaction at 5 p.m. Thursday in Chicago.
vOB has been operating directional at night
lince April 25.
Disposal of KOB properties is first step
n Time Inc. acquisition of Consolidated
Stations WFBM-AM-TV Indianapolis, Ind.;
VOOD-AM-TV Grand Rapids, Mich., and
jVTCN-AM-TV Minneapolis. Minn., for
,.15.75 million. This was approved by FCC
last month and closing is expected to take
i)lace by end of this week.
tar' Case to Supreme Court
tUPREME COURT of U. S. has been asked
,o review 1955 conviction of Kansas City
star (WDAF-AM-TV) on government
charges it monopolized news and adver-
ising in Kansas City. Conviction was af-
firmed by federal appeals court last Janu-
ary. Newspaper's advertising manager, Emil
rV. Sees, also asked high court to reverse his
:onviction on charge of attempted monopoly.
Itar was fined $5,000 and Mr. Sees $2,500
n lower court. Star request called conviction
a new and dangerous interpretation of the
intitrust laws which puts practically every
lewspaper in the country at the mercy
if the Attorney General and constitutes a
/iolation of freedom of the press." Last
month it was reported that WDAF stations
vere available for purchase at price "in
:xcess of $10 million" [B»T, April 81.
DuMont Elects Koch, Maude
ELECTION of Stanley J. Koch and Maj.
3en. Raymond C. Maude ( USAF ret.) as
nee presidents of Allen B. DuMont labs., to
!:iie announced today (Monday) by President
David T. Schultz. Mr. Koch, general mana-
ger of television and industrial tube divi-
sions, becomes vice president, tube opera-
tions. Gen. Maude, general manager of gov-
ernment division, becomes vice president for
government operations. All other officers
were re-elected by board.
Arthur Hull Hayes Honored
ARTHUR HULL HAYES, president of CBS
Radio, addressed annual communion break-
fast of Father's Club of College of New
Rochelle yesterday (Sunday) and was
awarded college's "Ursula Laurus" citation.
i Broadcasting • Telecasting
at deadline
ABC-TV Fills Out Wed. Slate
Next Fall With Revlon Signing
REVLON products signed Friday for ABC-
TV's Walter Winchell show next fall
in Wednesday 9:30-10 p.m. EDT period.
With Bristol-Myers all set to sponsor Wed-
nesday 8:30-9 p.m. period, Revlon sale made
Wednesday night first in next fall's schedule
to be completely sold out by ABC-TV. In
buying full sponsorship of Winchell, through
BBDO, Revlon will cut back sponsorship of
Guy Mitchell (Sat., 10-10:30 p.m. EDT) to
one-half, through Emil Mogul, agency for
latter.
Oliver Treyz, ABC vice president in
charge of radio network, meanwhile re-
ported that fall evening time already sold
by ABC-TV equals total amount of time it
had sold at start of last fall's season.
In another ABC-TV sales development
Friday, U. S. Rubber, which had been
negotiating for a spot for Navy Log next
fall [B«T, May 6], signed to sponsor it in
Thursday 10-10:30 p.m. period, through
Fletcher D. Richards, New York. Reports
were again current that Kaiser Aluminum
was virtually set in 90-minute deal involving
7:30-9 p.m. Sundays [B»T, May 6], with
possible plan to program post- 1948 feature
films, but ABC-TV officials declined to
comment.
WCKT (TV) Answers Threat
To Its Continuance on Air
WCKT (TV) Miami Friday told FCC that
WITV (TV) Ft. Lauderdale, Fla., has no
standing to intervene in the Miami ch. 7
case. Earlier in week, WITV petitioned
Commission to force WCKT to go dark as
result of court of appeals decision remand-
ing case to FCC for further action (see
story page 72).
Miami station charged that WITV "raised
a variety of invalid arguments" which it
(WITV) previously has raised on numerous
occasions. Charge that court decision ren-
dered WCKT's grant "utterly void" is un-
true, WCKT told Commission in asking
that WITV's petition be dismissed.
Ike on Networks Tomorrow
PRESIDENT Eisenhower will speak on na-
tionwide networks tomorrow (Tuesday) in
explanation of government's $71.8 billion
budget. All four radio networks will carry
30-minute speech live, starting at 9 p.m.
EDT. NBC-TV will carry it live. ABC-TV
starting at 10 p.m. and CBS-TV starting
at 11:15 p.m. NBC-TV will originate pool
pick-up. James C. Hagerty, news secretary,
said in answer to query that White House
has no criticism whatever of networks that
do not carry Presidential speeches live. Presi-
dent plans foreign-aid address on radio-tv
during week of May 19.
KENNETH E. GREENE, supervisor of cir-
culation for NBC research and planning,
died of heart attack near his office Friday
afternoon, his 59th birthday. He joined NBC
in 1934.
DAN RUFFO, formerly with Broadcast
Time Sales, Chicago, to radio sales staff of
Edward Petry & Co., same city, effective
today (Monday).
GLENN PAXTON, music arranger-conduc-
tor, to MacManus, John & Adams, N. Y.,
as staff assistant to Radio-Tv Director Mark
Lawrence, specializing in musical commer-
cials.
DANIEL R. OHLBAUM, FCC trial attor
ney, transferred to Dept. of Justice's Office
of Legal Counsel, effective today ( Monday ) .
BERNET G. HAM MEL, assistant director
of operations, Schwerin Research Corp., to
ABC-TV as assistant manager of research
effective immediately.
ROBERT G. McKEE, account executive in
NBC radio and television networks' midwest
sales department, appointed account execu-
tive in television sales department of ABC's
central division, replacing James Duffy,
named director of sales for ABC Radio
Network in Chicago.
Product Specialist Selling
In Radio Lauded by Hardesty
"THE marked trend towards assignment of
radio station salesmen to accounts by spe-
cific categories of advertisers, rather than by
agency lists, is one of the most progressive
steps taken in years to insure the continued
growth of local time sales," John F. Har-
desty, vice president and general manager
of Radio Advertising Bureau, told the
Columbus (Ohio) Advertising Club Friday.
"To successfully sell any advertising me-
dium today," he said, "it is essential that the
salesman know much more than the type
of merchandise or service his client deals
in and to whom he purveys it. Instead, he
must have a thorough insight into the op-
erational problems of the business, its dis-
tribution and marketing techniques, the
quality of the product, and the strengths and
weakness of its competitors.
"The amazing growth of radio advertis-
ing can be attributed, in part, to the fact
that sound station management is increas-
ingly training its sales staff to offer this
knowledge to the advertiser."
RCA Awards 10 Fellowships
TEN employes of RCA selected to receive
David Sarnoff Fellowships for 1957-58
academic year, according to Dr. C. B. Jol-
Iiffe, vice president and technical director
of RCA. Valued at about $3,500 each,
awards are on basis of academic aptitude,
promise of professional achievement and
character. Fellows chosen will pursue grad-
uate studies in fields of physics, electrical
engineering, applied mathematics, business
administration and dramatic arts. Fellow-
ships awarded to: Robert J. Pressley. John
A. Inslee, Herbert W. Lorber, Edward Korn-
stein, Walter F. Denham. Herbert R. Meisel.
John W. Caffry. Charles A. Passavant. James
M. McCook and Morgan A. Barber Jr.
May 13. 1957 • Page 9
s
the week in brief
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. Jarne
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Mille
Secretary Treasurer Comptroller
FORD PURSE OPENS WIDER
Auto firm allocating $13-14 million
for three fall network buys. Big chunk
goes to CBS Radio in $5.5 million
package deal 31
$2 MILLION FOR STRAWS
That's the sizable radio-tv budget of
Flav-R Straw Inc. And B»T tells the
reason for the fantastic advertising
increase after a modest $10,000 test
last May 33
TV NETWORK BUYS & BUYERS
B»T monthly report, based on PIB
figures, shows the who and how of
network television sales last Febru-
ary 39
RADIO WEEK BEST YET
Sponsoring trade associations agree
May 5-11 promotion across the nation
was most comprehensive in medium's
history 42
CELLER DRAFT OPPOSED
Some members of House antitrust
group dissatisfied with preliminary
report on tv. Another meeting on the
draft slated for today 53
THE VACANCY ON FCC
Doerfer may succeed McConnaughey
as chairman. There's a full field of
contenders for the coming vacancy,
hut it excludes Edward K. Mills who
now says he'll stay at GSA 58
NBC'S PHILADELPHIA STATUS
// stands in jeopardy as antitrust ar-
guments open this week. Justice Dept.
seeks to force RCA-NBC to sell its
radio-tv there. Big issue: Can Justice
step in after FCC decision? 62
WBKB (TV)'S PLUSH NEW QUARTERS
ABC to dedicate modernized facilities
of its Chicago o&o outlet this Thurs-
day 75
departments
Advertisers & Agencies 31
At Deadline 7
Awards 72
Closed Circuit 5
Colorcasting 36
Editorial 152
Education 102
Film 89
For the Record 123
Page 10 • May 13, 1957
RCA SETS SALES RECORD
Quarterly report shows $295.8 million
revenue in first quarter of this year is
8% above the same three months in
1956 98
WBC PUBLIC SERVICE LAUDED
Institute for Education by Radio-Tele-
vision singles out Westinghouse for its
public service conference last winter.
Education's use of broadcasting ana-
lyzed by speakers at IERT annual
meeting 102
WBC BUYS WAAM (TV) BALTIMORE
Purchase for $4.4 million will give
Westinghouse its fifth and final vhf.
Among other sales: Bartell buys
WBMS Boston 112
'FAST BUCK' OPERATORS SCORED
Novik suggests FCC limit licenses to
one year in case of new station grants
and purchases; lashes stations which
have neglected public service . . . .114
COMPLICATED RATE CARDS
John Blair & Co. announces a new
radio rate card form with flat rates
replacing much of the intricate dis-
count structure embodied in current
cards 116
A COMPELLING CASE FOR ACCESS
One of the strongest arguments for
radio-tv's right in the courtroom is
in a special film prepared by the Den-
ver Area Radio & Television Assn.
B»T presents the actual script in which
principals in the Graham murder trial
acknowledge broadcasting's unobtru-
sive and excellent reporting 136
DISSECTING THE TV COMMERCIAL
FC&B's Fairfax Cone, in the second
of B*T's 'Monday Memo' series, dis-
cusses common fallacies about tele-
vision commercials today 151
Government 53
In Review 15
In the Public Interest 28
International 104
Manufacturing 98
Monday Memo 151
Networks 92
Open Mike 18
m
Our Respects 24
Personnel Relations .108
People 120
Playback 148
Programs & Promotions 144
Stations 1 1 2
Trade Assns 42
Upcoming 1 26
BROADCASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
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CASTING*— The News Magazine of the Fifth Estate.
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Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting
Telecastin
i
Radio Baltimore
WCAO
in home
listening
From 48.92% to I 104.34% more listeners
than other Baltimore stations.
in business
establishments
From 173% to 959%, more listeners
than other Baltimore stations.
1 January thru March 1957 Hooper total rated time periods. 2. March 1957 Hooper Business Establishments Radio Audience Index.
A
B
C
WCAO
D
E
F
G
H
1
Other
AM & FM
1. In homes
2.4
9.5
2.3
27.7
18.6
3.4
12.7
15.6
3.0
4.7
3.2
2. Business Establishments
4.7
8.2
3.3
33.9
12.4
4.3
1 1.0
8.2
3.2
7.7
3.0
Keep your eye on these other Plough, Inc., Stations:
Radio Boston Radio Chicago Radio Memphis
WCOP WJJD WMPS
Broadcasting • Telecasting
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
May IS, 1957 • Page 11
IS*
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ME IN CITY AFTER CITY1
"Highway Patrol"
"The Man Called X"
IN SALT LAKE CITY
41.4
BEATS: Ed Sullivan, I
Love Lucy, $64,000
Question, Perry Como
and many others. ARB
IN BIRMINGHAM
BEATS: George Gobel.
Lawrence Welk. Dis-
neyland, Steve Allen,
and others, PULSE
IN NORFOLK
BEATS: Perry Como,
Lawrence Welk, Ford
Theatre, U. S. Steel
Hour, and many
others. ARB
IN HOUSTON
37.4
BEATS: Ed Sullivan, I
Love Lucy, Disneyland,
Phil Silvers and many
others. ARB
IN BALTIMORE
1.
BEATS: George Gobel,
Kraft TV Theatre, Sid
Caesar, Robert Mont-
gomery Presents, and
many others. ARB
IN SYRACUSE
BEATS: Lawrence
Welk. U.S.Steel Hour,
Kraft TV Theatre. Ford
Theatre, and many
others. ARB
IN PITTSBURGH
BEATS: Dragnet, Law-
rence Welk. What's
My Line, Phil Silvers
and many others. ARB
IN PITTSBURGH
38.0
BEATS: Arthur God-
frey. Playhouse 90,
What's My Line, Wyatt
Earp, and many
others. ARB
IN BUFFALO
23.0
BEATS: Perry Como,
George Gobel, Sid Cae-
sar, Ernie Ford, and
many others. PULSE
IN NEW ORLEANS
BEATS: Ed Sullivan,
$64,000 Question, 1
Love Lucy. Climax,
and others. PULSE
IN SAN FRANCISCO
23.4
BEATS: Playhouse 90,
Steve Allen, Red Skel-
ton, G.E. Theatre, and
many others. ARB
IN COLUMBUS
22.0
BEATS: Playhouse 90.
Phil Silvers, Sid Cae-
sar, Robert Montgom-
ery Presents, and
many others. ARB
IN SAN FRANCISCO
BEATS: Dragnet, Play-
house 90, Red Skel-
ton, Steve Allen and
many others. ARB
IN PORTLAND
BEATS: Perry Como.
Bob Hope. Playhouse
90. Disneyland, and
many others. ARB
IN SAN ANTONIO
BEATS: Dragnet, Ar-
thur Godfrey, George
Gobel, Steve Allen and
many others. PULSE
IN BALTIMORE
BEATS: Ed Sullivan,
Perry Como, Groucho
Mara, Playhouse 90
and many others. ARB
IN ATLANTA
21.6
BEATS: Playhouse 90.
Phil Silvers, Arthur
Godfrey, Steve Allen,
and many others. ARB
IN ALBANY-SCHENECTADY-TROY
BEATS: Ed Sullivan.
Jack Benny. Lawrence
Welk, Arthur Godfrey,
and many others. ARB
26.9
IN SAN ANTONIO
BEATS: Climax. Drag-
net. G.E. Theatre,
What's My Line, and
many others. PULSE
IN SANTA BARBARA
24.6
BEATS: Ed Sullivan,
Perry Como. Climax.
Lawrence Welk. and
many others. ARB
IN SOUTH BEND-ELKHART
BEATS: Groucho Marx.
Dragnet, Disneyland.
Steve Allen, and many
others. ARB
IN DETROIT
BEATS: Ed Sullivan,
Groucho Marx, Climax,
Dragnet and many
others. ARB
IN NEW ORLEANS
BEATS: Ed Sullivan,
$64,000 Question,
Lawrence Welk, Dis-
neyland, and many
others. PULSE
IN BALTIMORE
20.1
BEATS: Groucho Marx,
Dragnet, Phil Silvers.
Disneyland, and many
others. ARB
IN CLEVELAND
BEATS: Ed Sullivan,
Groucho Marx, Climax,
Dragnet, and many
others. ARB
IN SEATTLE-TACOMA
20.4
BEATS: Climax. Drag-
net. Godfrey's Talent
Scouts, Steve Allen,
and many others. ARB
IN BOSTON
22.9
BEATS: Disneyland.
Steve Allen, What's
My Line. This Is Your
Life, and others. ARB
IN BOSTON
BEATS: What's My
Line. Dragnet. George
Gobel, Sid Caesar and
many others. ARB
IN SALT LAKE CITY
BEATS: Lawrence
Welk, Disneyland. Red
Skelton. Wyatt Earp.
and many others. ARB
IN NEW ORLEANS
BEATS: Ed Sullivan.
Dragnet. I Love Lucy.
$64,000 Question,
and others. PULSE
IN COLUMBUS
42.1
BEATS: Ed Sullivan,
Groucho Marx, Climax,
Lawrence Welk, and
many others. ARB
IN SAN ANTONIO
29.4
BEATS: Perry Como,
Wyatt Earp, This Is
Your Life, Fireside
Theatre, and many
others. PULSE
IN BIRMINGHAM
BEATS: Climax, Bob
Hope. This Is Your
Life. Lawrence Welk,
and others. PULSE
IN CINCINNATI
BEATS: $64,000 Ques-
tion, Red Skelton,
What's My Line. Phil
Silvers and many
others. ARB
IN CHICAGO
BEATS: Groucho Marx.
Wyatt Earp, Dragnet,
Godfrey & His Friends,
and many others. ARB
MILWAUKEE
BEATS: Climax, Arthur
Godfrey. Milton Berle.
Studio One. and many
others. PULSE
Not just one survey, not just one month, but
almost always! That's how often you find
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Page 14 • May 13, 1957
Broadcasting • Telecasting
I REVIEW
A DRUM IS A WOMAN
l "WO current arguments — (1) that only pay-
■ v can offer the most unusual forms of en-
iurtainment in the home and (2) that the tv
! industry is anti-Negro (see RCA stock-
! olders meeting story, this issue) — received
dequate rebuttal last Wednesday night from
;BS-TV and the U. S. Steel Corp. For view-
■ rs of the U. S. Steel Hour, Duke Ellington's
A Drum Is a Woman" was that tv rarity —
n all-sepia musical fantasy performed with
kill, wit and good taste.
Edward Kennedy Ellington has been
round a long time and thus it would hardly
eem fair to liken this score to such earlier
illingtonia as "Black and Tan Fantasy" or
Liberian Suite," nor would it be right to
ay "Drum" was dramatically correct. But
his is not the point. What is correct is that
At. Ellington, his tremendous talent, his
;ood-natured, almost-pixyish humor, his
iropensity to talk, act and think in the jazz
diom, is greatness personified, and it's hard
0 improve upon greatness.
In this corner we paid little attention to
he structural makeup of the play, for we
vere just too fascinated and enthralled by
he very idea that tv had embraced the
Duke and his crowd.
The story was complicated and at times
belabored: a Caribbean native is in love with
lis drum; the drum turns out to be a woman,
1 Madame Zajj ("jazz" spelled, or rather,
pronounced backwards.) Personifying the
>pirit of jazz, she attempts, for nearly 50
ninutes, to seduce the native lad and finally
vins him for her very own, traveling mean-
while from the jungles to Barbados, to New
Orleans, Chicago, Harlem and back to the
ungle. Confused allegory, perhaps, but none-
;heless it made its point: namely, that jazz
is more than just brassy music.
The boys in the CBS-TV technical depart-
ment must have had themselves a time.
There were trick shots of Madame Zajj fly-
ing— and driving — through space; banks of
artificial fog rolled over the soundstage, and
voice dubbing triumphed by allowing the
happy marriage of song (by Joya Sherrill)
and dance (by Carmen De Lavallade). As
to Miss De Lavallade, whose husband, Geof-
rey Holder, appeared on the Steel's equally-
daring "The Bottle Imp" just a month or so
ago, she was beguiling and enchanting in
every way. And so were some of arranger
Bill Strayhorn's numbers, particularly "You'd
Better Know It."
So far as U. S. Steel goes, it ought to
be commended for having brought a ray of
tropical sunshine into an otherwise drab
season. For as long as we can get this range
of entertainment simply by buying steel ap-
pliances, we wouldn't think of fishing into
our pockets for a quarter to drop into the
metered set.
Production costs: Approximately $80,000.
Sponsored by U. S. Steel Corp. through
BBDO, on CBS-TV (in color) May 8, 10-
11 p.m. EDT.
Written for tv by Will Loren, based upon
the Columbia "LP" record album by Ed-
ward K. (Duke) Ellington and Billy Stray -
horn. Produced for The Theatre Guild
by Marshall lamison. Director: Norman
Felton; Assoc. Producer: John Haggott;
Broadcasting • Telecasting
scenery: Willard Levitas; story editor:
Dorothy Hechtlinger; technical director:
Bob Dailey; choreographer: Paul God-
kin.
Cast: Duke Ellington (narrator), Carmen
De Lavallade, Talley Beatty, Joya Sherrill,
Margaret Tynes, Ozzie Bailey, Duke
Ellington orchestra and dancers.
SUSAN'S SHOW
THE small fry as well as the young in heart
are literally transported by magic stool from
the reality of "mommy's kitchen" to the
fantasy of "Wonderville" on Susan's Show,
which premiered on CBS-TV after con-
siderable local exposure on its o&o WBBM-
TV Chicago.
It's all faintly reminiscent of Alice in
Wonderland, with engaging, 12-year-old
Susan Heinkel taking viewers along for the
ride. Her helpmates: Mayor Pegasus, the
talking table; Caesar P. Penguin (obviously
named after WBBM-TV Musical Director
Caesar Petrillo), leader of the Woodland
Symphony, and such musicians as Wolfgang,
the violin-fiddling bear; Gregory, flute-play-
ing rabbit, and Bruce, a gopher who has a
way with a drum. During her travels Susan
learns to operate a "magic box" for dispens-
ing children's delights and a cartoon-ma-
chine and gets to lead the symphony.
What makes this series promising, how-
ever, is the poised, polished, professional
way in which Miss Heinkel acquits herself.
She's been at it — acting, singing and danc-
ing on radio-tv-stage — for nine years and
it's quite obvious the tv camera holds no
qualms for her.
Miss Susan got her start portraying Shirley
Temple in a St. Louis hotel Christmas show
in 1947 and many viewers may well feel
distinct disenchantment when she finally
reaches that point of no return — the awk-
ward age.
Production costs: $5,800.
Telecast by CBS-TV sustaining Sat., May 4,
10-10:30 a.m. CDT.
Producer: Frank Atlass.
Director: Barry McKinley.
Designer: Jerry Pinsler.
Star: Susan Heinkel, with John Coughlin as
voice of Mr. Pegasus.
SPOT PREVIEWS
THE movie-going public of Southern
California, accustomed to registering
its opinions of new movies sneak-
previewed at local theatres, last fort-
night had a chance to say what it
thought of three 60-second commer-
cials for New Blue Dutch Cleanser.
The spots, prepared by UPA for Purex
Corp., were shown to audiences at
the Palms Theatre in Culver City and
the Panorama Theatre in Van Nuys,
who were asked to fill out audience
reaction cards in regular film preview
style. When audited by Price Water-
house, votes of the movie audiences
will determine which of the three com-
mercials will be used to open the New
Blue Dutch summer campaign on
NBC-TV's Arthur Murray Party se-
ries (Tues., 8-8:30 p.m. EST).
/
There's Only One!
Of course, we know there is more
than one radio station in the
West... but the truth is, there's
only ONE that covers the West...
best! And you need only one to
reach — and sell — the entire West-
ern Market!
COVERAGE — Only one, KOA-Radio,
covers the big Western Market like the
big Western sky ... reaching 3>2 million
Westerners in 302 counties of 12 states!
POWER — Only one. KOA-Radio, has
the big, 50,000-watt "voice of the West"
that Westerners have relied on for
over 32 years!
ACCEPTANCE - Only one. KOA-
Radio, by "personalizing" its program-
ming to suit Western tastes ... along
with a fine lineup of NBC programs,
has established and maintained audi-
ence leadership throughout the West.
VALUE — Only one, KOA-Radio, is
the buy that best delivers more for
each advertising dollar spent, day and
night, seven days a week.
BONUS — Only one, KOA-Radio,
reaches and delivers the huge summer
audience of 12' 2 million tourists who
vacation an average of 8.8 days in the
Rocky Mountain Empire and spend
more than 650 million dollars ! Wher-
ever tourists go in the West, they drive
all day with KOA!
PLUS — Only one, KOA-Radio, has the
magnetism that results in measurable
sales! Thousands of satisfied customers
agree that if it's told on KOA... it's
sold by KOA !
Call KOA Radio Sales or
NBC SPOT SALES
One of America's great radio stations
May 13, 1957 • Page 15
Edwarc
THE ORIGIN,
NEW YORK • CHICAGO • ATLAN
Millions and Millions of Dollars
. . . were spent in Spot TV advertising during 1956 by leading food and
grocery product manufacturers.
Yes — the reason is simple — greater flexibility. You can buy the kind of
audience you want, when you want it, and in the markets you want.
These great stations, servicing 14,000,000 TV homes, carried an enor-
mous amount of the food and grocery Spot TV advertising.
For all the facts . . .
WSB-TV .
KERO-TV
WBAL-TV
WGN-TV .
WFAA-TV
WESH-TV
WTVD . .
. . .Atlanta
Bakersfield
WISN-TV
KSTP-TV
WSM-TV
WTAR-TV
KMTV . .
Milwaukee
Minneapolis-St. Paul
Baltimore
. Chicago
. . . Dallas
Nashville
. .Norfolk
. . Omaha
, . .Peoria
WN EM-TV
WANE-TV
KPRC-TV .
WHTN-TV
WJ HP-TV
KARK-TV .
KCOP . . .
WICU
. Daytona Beach
Durham-Raleigh
Erie
. .Flint-Bay City
. . .Fort Wayne
Houston
WTVH
KCRA-TV
WOAI-TV
KFMB-TV
KTBS-TV .
WNDU-TV
KREM-TV
KOTV . .
Sacramento
San Antonio
San Diego
Shreveport
South Bend-Elkhart
Spokane
Tulsa
Wichita
. Huntington
Jacksonville
. . Little Rock
Los Angeles
KARD-TV
elevision Division
& Co., Inc.
T ATI ON REPRESENTATIVE
DETROIT • LOS ANGELES • SAN FRANCISCO •
ST. LOUIS
Financing
KIDDER,
PEABODY
CO.—
• Offers outstanding fa-
cilities for the issuance
of equity or debt secu-
rities,either by private
placement or through
public offering.
• Has arranged private
financings aggregat-
ing $700,000,000 in
the past five years
and has underwrit-
ten over $1 billion of
public offerings in
the past ten years.
We invite you to
call upon our
experience.
KIDDER,
PEABODY & CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
principal cities in the United States
Address inquiries to:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illinois
Telephone ANdover 3-7350
OPEN MIKE
Che mpaign, III: 45th Market
editor:
In connection with your listing of the top
television markets [B«T, May 6] I am
writing to say that insofar as the CBS mar-
ket analysis is concerned, we find it neces-
sary to make changes from time to time. One
of the reasons for change is this: Our market
areas are based upon the anticipated cover-
age of individual stations which collectively
provide a network's national coverage pat-
tern. Thus, when the FCC makes a change
in the allocation table the interlocking cover-
age of adjacent markets may be affected.
A case in point is Champaign, 111., which,
since our original (1955) market study, has
been moved up to a rank of No. 45 in our
latest market listing.
I trust that this example will point out
the fact that every market listing is based
upon a set of assumptions, and that when
the assumptions change, the list itself mav
change.
William B. Lodge
Vice President of Station Relations
& Engineering
CBS Television
New York City
editor:
We were very much surprised and frankly
quite alarmed when we read [about] the 125
areas that you characterize as making up
the "125 markets" [B»T, May 6].
The reason for our consternation and
surprise is obvious. One of the most out-
standingly successful "area stations" has
been completely overlooked . . . WCIA
(TV) located in Champaign-Urbana and
serving one of the largest and richest areas
of any existing television station.
WCIA covers the central Illinois and
western Indiana area completely. NCS No.
2 supports the fact that WCIA is dominant
in the composite market of Danville, Bloom-
ington, Springfield, Decatur and Champaign-
Urbana and portions of western Indiana
and the Peoria area by showing WCIA as
serving a total of 403,370 television homes
in the spring of 1956.
Since your publication is taken to be an
authoritative industry source . . . this ar-
ticle will be read and studied. Under those
circumstances, you would naturally want to
recheck the "125 market tabulation" and
correct this or any other errors that might
have crept in through the use of network
tabulations which are based on plans sub-
mitted to the FCC and in deintermixture
proceedings and are not based on actual sta-
tion performance.
Guy Main
Vice President & Director of Sales
WCIA (TV) Champaign, 111.
Did Not Denounce FCC Delay
editor:
In the May 6 B«T reporting the two-day
hearing before a subcommittee of the Sen-
ate Small Business Committee, I must take
exception to the following paragraph:
"While DBA supporters and CCBS wit-
nesses expressed different bases for acj
cepting or rejecting the daytimers' reque ,
for extended hours, both joined Ser
Morse in denouncing the FCC for its de
lay in acting on the DBA request."
At no point in my printed statement, c
my oral testimony, did I "denounce" th
FCC for its delay in acting on the Daytim
Broadcasters Assn. request. On page 18 c
my prepared statement, I said that "a dec
sion on the merits of the DBA propose
must be left to the expert body, the Feden
Communications Commission, which pre;
ently has this matter under study." On pag
21, I outlined some of the problems whic
the commission has faced in the last te
years which "undoubtedly account for th
delay" in disposing of the DBA petitiov
However, I added that "the Commission i
in the best position to state the reasons fo
the lack of action."
Hollis M. Seavey
Director
Clear Channel Broadcasting Servict
Washington
editor:
Thanks for the full and fair report of th
Daytime Broadcasters' recent hearing [B»T
April 6] . . . 1,200 of us daytimers appre
ciate it.
Tim Elliot
President
WCUE Akron, Ohio
The Facts — on the Line
editor:
We've been advised that B«T joined th(
Audit Bureau of Circulation during 1956
This is good news. We congratulate you oi
this important decision.
Dr. E. L. Deckinger
Grey Adv. Agency
New York City
[EDITOR'S NOTE— B^T culminated its first quar
ter-century by announcing its ABC membershij
Oct. 9, 1956].
Stumbled on Agencies
editor:
In the Colorcasting schedule you publish
each issue . . . [you should] credit Camp
bell-Ewald, instead of D. P. Brother, as
Chevy's advertising agency. Some of the ole
timers informed me that the Chevrolet ac-
count has been with us in excess of 30 years.
This is merely constructive criticism and
you can still count me among your most
interested readers.
Richard E. Fischer
Network Media
Campbell-Ewald Co.
Detroit, Mich.
Pie — Still Fresh
editor:
Admittedly, it wasn't yesterday that Pie
Traynor almost took the Pirates to a pen-
nant, or covered third base with ridiculous
ease. And, as baseball goes, I suppose you'd
Page 18 • May 13, 1957
Broadcasting • Telecasting
2,1
St!
6S
Big league signal !
1
U/ho's on first in Cleveland radio?
From 6 AM to midnight
PULSE shows that
all stations trail WERE
87.5% of the time.
U/ERE leads in 63 of the
total 72 quarter hours, and is
on second for the other nine.
Nothing less.
Know a better place to
make qour pitch than on
Cleveland's Sound
Listening/Selling Habit
Represented Nationality bu. Venard, Rintoul & McConnell, Inc.
RICHARD M. KLAUS
Vice President &
Qeneral Manager
Broadcasting • Telecasting
May 13? 1957 • Page 19
2
V
"Response to a new Cudahy
meat package introduced via
wxix has been so great we
just can't believe it. Sales are
up 300% and still growing!"
/
ESP
if ;
swl! it
1 II
"I'm really sold on the Saturday
night television program. It's
helped sales volume in my territory.
Customers keep calling for the
package they saw on television and
the retailers keep re-ordering from
me. Full credit for an excellent
job should go to wxix."
v'-
Good
i
A. J. McCULLOUGH, Advertising Manager JIM EHAROSHE, Salesman -Route 9 « J ED BEHMKE, Salesman-Route 6
3
Steer
From all quarters, reports keep coming in
on the sales effectiveness of wxix, Milwaukee.
Like these, for example, from the advertising
manager and salesmen of Cudahy Brothers
Co., Wisconsin meat packers. Butcher, baker,
candlestick maker . . . they all like the hefty
results they get with low-cost, top-grade . . .
CBS OWNED • CHANNEL 19 IN MILWAUKEE
REPRESENTED BY CBS TELEVISION SPOT SALES
WXIX
4
DICK MUELLER, Salesman -Route 10
H. J. MARTINDALE, Salesman -Route 1
JOHN HUTT. Salesman — City
B altimord
is so easy
to reach
when you ride
with
a & &
111
REPRESENTED BY
JOHN BLAIR AND CO.
OPEN MIKE
have to classify him among the "ancients"
[In Review, April 22], but somehow that
doesn't seem right for Pie.
At 57, he's doing two nightly sportcasts
on KQV where he's been sports director
since 1945, appearing weekly on tv, assist-
ing the Pirates, making speaking engage-
ments, assisting youth and sports projects
etc.
James Murray
Station Manager
KQV Pittsburgh
[EDITOR'S NOTE — We accept Mr. Traynor as an
energetic, "youthful* broadcaster and public
servant. Our reviewer, however, couldn't forget
that 30 years ago he watched Pie start them
"around the horn" to George Grantham and Earl
Sheely.]
Rebuttal on Two Fronts
editor:
May I correct your April 29 editorial?
One, we are not "busybodies", which
word implies meddling. The airwaves belong
to the American people and under this sys-
tem we have certain rights and responsibili-
ties. . . . People choose to do something
about things that concern them.
Two. we have read the law. We know
that licensees secure temporary use of the
airwaves after pledging to serve in the pub-
lic interest. FCC is charged with responsi-
bility of seeing that his pledge is kept.
FCC has answered complaints with the
statement that at the time of renewal they
examine a station's performance.
FCC has a legal right to review program-
ming. ... In exercising its licensing func-
tion the Commission must consider whether
the applicant's proposed services (and past
services to the extent they forecast the fu-
ture) will be in the public service.
This proposed extension [of station li-
censes to five years] would make it almost
impossible for our American system of
broadcasting to function as it was intended
to when the Radio Act of 1927 was enacted.
Mrs. Clara S. Logan
President
National Assn. for Better Radio &
Television
editor:
Your April 29 editorial . . . implies we
put pressure on members of Congress and
try to influence legislation which we are ex-
pressly forbidden to do by law.
As to the Federal Trade Commission, we
are happy to be of assistance to any agency
known as the government's watchdog against
false and misleading advertising. No decent
broadcaster wants commercials on the air
that tend to undermine all advertising.
As to our commercial surveys, we feel
sure it will help sponsors, agencies and sta-
tions to find out what the public likes and
dislikes.
Peter Goelet
President
Natl. Audience Board
New York City
For Retailer Orientation
EDITOR :
B»T, April 8, carries a report on radio
advertising by Rudolph F. Purpus, president
Page 22 • May 13, 1957
of our firm. May we reproduce your article?
We want to distribute it to our retailer clients
throughout the country.
E. V. Hall
Local Trademarks Inc.
New York City
[Editor's Note — Permission granted]
More Pleased Fm-ers
editor:
Belated congratulations on the fine fm
report [B«T, April 8]. It should give fm
broadcasting a much needed boost. Please
send us 100 reprints.
Charles Kline
Charles Kline Co.
Chicago
editor:
Just finished your very fine article on the
future of fm. Congratulations! It was ex-
ceedingly well done.
Ross Beville
Vice President for Engineering
WWDC-AM-EM Washington
editor:
"How Bright a Future for Fm?" is the
finest article we have seen on the subject.
We want 100 copies for potential clients.
M. D. Buchen
General Manager
KG LA (FM) Los Angeles
[EDITOR'S NOTE— Reprints of the B«T April 8
"How Bright a Future for Fm?" are available
at $15 per 100 copies.]
Echoes Along Agency Row
editor:
The Yearbook-Marketbook will be of
great help to me.
Vance D. Hicks
Young & Rubicam
New York City
editor:
. . . The 1957 broadcasting yearbook-
marketbook will be a real help to me in
the coming year.
Harry Parnas
Media Director
Doyle Dane Bernbach
New York City
editor:
Rarely have I seen such good informa-
tion assembled so well.
Justin T. Gerstle
Benton & Bowles
New York
Liked Evaluation of Radio
editor:
We are very interested in your April 1
"Seven Reasons Why Radio Is Back In
Agency Favor." We would like to have some
reprints of this article.
DeWitt Wyatt
Station Manager
WPDX Clarksburg, W . Va.
[EDITOR'S NOTE: Reprints of the address by
Arthur Porter of J. Walter Thompson [B«T,
April 1] are available at $7.50 per 1,000 copies,
$4 for 500 copies, $2 for 100 copies, less than 10
copies, no charge].
Broadcasting • Telecasting
Coming ! United' s superior new low-cost service . . .
DC-7 CUSTOM COACH
Starts June 9, fare only $99*
YORK
LOS ANCELES-Cl WO'NEW YORK
Starts July 11, fare Los Angeles-Chicago only $76*, Chicago-New York only $33*
UNITED
AIR LINES
®
WDC-7
COACH
It's air travel's newest treat! United's DC-7 CUSTOM
COACH, featuring -
• HOT meals (optional at nominal price). They're
full-course and they're delicious, served to you on
convenient fold-down tables.
• Specially reserved seats ( choose your own at check-
in time! ) .
• Exclusive new comfort arrangement, with plenty of
stretch-room for 6-footers, increased aisle space, extra
comfort for everyone. Colorful new interiors.
• Nation's fastest airliner, the DC-7, with 6-mile-a-
minute service at economy fares.
For reservations or information, just call United or an
authorized travel agent. .Fares Pius lK3l ,jmes quoted.
STARTS JUNE 9
Nonstop service Iv Los Angeles 8 p.m., arr New York 6:45 a.m.
STARTS JULY 11
Lv Los Angeles 11:35 a.m., Iv Chicago 8 p.m., arr New York 11:37 p.m.
ROADCASTING • TELECASTING
May 13. 1957 • Page 23
NORE audience
\n lansing
20 to \ P0^er
Feb -Wlar. '57 Hooper
In Lansing Shows
W10NDAV THRU FMDtf
7 .00 a.m.—
\2 noon
\2 noon—
6 .00
y^IVS Station B
32.7
More listeners than
a\\ other stations
heard in
Lansing combined
*jan. thru War. average
c i Hooper, Inc.
Represented Nationally by
Venard, Rintoul & McConnell, Inc.
OUR RESPECTS
to Robert Edmund Eastman
BACK in depression days at Ohio Wesleyan, Robert E. Eastman, president of
ABC Radio Network, learned a valuable lesson in salesmanship. He had taken
over a sandwich route from a fellow student who had run it on a cost basis — the
lowest cost sandwich for the biggest profits.
Mr. Eastman promptly revised this policy to offer the best possible sandwich, fig-
uring that added sales would build a greater gross with a better net. He was right.
The route flourished and netted Mr. Eastman $75 a week.
And now as president of the newly-autonomous ABC Radio Network, a post he
assumed May 1 , Mr. Eastman utilizes a broadcasting version of this selling philosophy
by offering good programming, not facilities, to advertisers and their agencies.
As he explains, "The salesman must make a product appealing. In network radio,
we should be selling programming, not facilities, because from the advertiser's point
of view, it is sales effectiveness that counts." He reminds us, though, that his approach
is workable only if the product is first-rate.
It was this type of basic thinking by a creative type of salesman that previously
had propelled Mr. Eastman and John Blair & Co., radio station representative, to
the fore in the broadcasting field.
It followed that Leonard Goldenson, American Broadcasting-Paramount Theatres'
president, turned a beckoning eye to the Blair executive in selecting the "heavy" to
lead the ABC Radio subsidiary in its push for the No. 1 spot in network radio.
A six-footer, Mr. Eastman is trim, spry and agile. He is cut on the Madison Ave.
executive pattern. He leans to dark business suits, is masculine and shows some grey
at the temples; keeps a few attache cases ready for use near his desk and can talk
with sparkle and enthusiasm for better than an hour at a clip.
Robert Edmund Eastman literally was born into the advertising family on April
29, 1913, the son of Roy O. Eastman, then advertising manager of the Kellogg Co.
at Battle Creek, Mich. The elder Mr. Eastman took his family to Cleveland when
Robert was two, establishing there one of the first independent market research firms
in the advertising business. Young Robert went through Cleveland Heights and
Scarsdale, N. Y., public schools (the Eastmans moved to New York in 1929).
In characteristic good humor, Mr. Eastman recalls that in those depression years
when "anybody could get into college," he left his Scarsdale home for Ohio Wes-
leyan, but not until he had made an automobile trip to California with another
youngster and sung part time as a baritone on WFAS in White Plains, N. Y. At
college, he did odd jobs while studying medicine, chemistry and business.
After a year's stint as a gasoline station attendant, Mr. Eastman graduated from
Wesleyan in 1937 and joined NBC in New York as a page boy.
From then on, Mr. Eastman was on his way up in radio. He became eastern local
programming manager of WEAF and WJZ New York and then NBC Spot Sales
salesman in 1940, creating $100,000 in new business in one year. He was with the
Blue Spot Sales (now ABC) for a year and in 1943 joined John Blair as a salesman.
In May of 1950, Mr. Eastman was appointed sales manager and vice president of
the Blair company and by December 1953 he was elected executive vice president.
Along the way, Mr. Eastman has brought together some thoughts on radio
selling. In this field, he says, one must have ideas; get an order on a clean, fair and
ethical basis; sell positively by building up one's own product; have a degree of au-
tonomy on the executive level with an incentive in remuneration; be able to visualize
another person's problem. The concept he built at Blair: sell programming, not time.
MR. EASTMAN sees a challenge in network radio as a medium ripe for a doc-
tor in the house. He thinks the same creativity that was applied to spot radio
and gained it "recognition" can be applied to network programming. There have
been "too many false starts" in network radio, he says, emphasizing that ABC Ra-
dio's ultimate goal will be "the leading radio network with the most popular pro-
grams, and with the greatest appeal in programming and revenue to stations." Net-
work radio, he feels, has been sold mainly on a price basis. But, he warns, a product
sold on price alone cannot be successful. The sell must be on value and network
radio is a "fabulous advertising bargain." Rates should be higher, Mr. Eastman
reflects, but only as values are increased.
As a commuter, Mr. Eastman spends 2 hours 40 minutes daily getting from and
to his home in Waccabuc, N. Y. His wife is the former Ann Strom, whom he met
and married during his NBC tenure. They have four children. Spencer, 17; Robert.
15; Victoria, 12 and Stephanie, 10. The Eastmans keep three horses; Mr. Eastman's
outdoor pleasures include riding and golf.
Page 24 • May 13, 1957
Broadcasting • Telecastinc
TENNESSEE
MISS.
Announcing
the Appointment of
Harrington, Righter
& Parsons
National Sales Representatives
Effective June 1st
BIRMINGHAM
Alabama's Hest in TV
6A
WABT is honored to be included with
these distinguished TV stations:
WAAM — Baltimore
WBEN-TV — Buffalo
WCDA-B-C— Albany
WDAF-TV— Kansas City
WFMY-TV— Greensboro
WHAS-TV— Louisville
WTMJ-TV— Milwaukee
WRVA-TV— Richmond
WSYR-TV— Syracuse
WMTW— Mt. Washington
WTPA — Harrisburg
WTIC-TV— Hartford
ABC
WABT- Birmingham
Channel 13
NBC
FLORIDA
3ROADCASTING • TELECASTING
May 13, 1957 • Page 25
7.
V
Like sire. ..like son
Among thoroughbreds, prized qualities are handed down from father to son.
In radio and television, too, championship can be transmitted within a family.
WKY radio is one of America's great pioneer stations. WKY-TV quickly
achieved dominance in Oklahoma television. Now the same experience, skills,
and resources have been extended throughout the WKY Television System,
creating stations that clearly lead in their communities. Experience proves:
In thoroughbreds and in television advertising, it pays to choose a championship line.
THE WKY TELEVISION SYSTEM, INC.
WKY-TV Oklahoma City
WKY Radio Oklahoma City
WSFA-TV Montgomery
WTVT Tampa-St. Petersburg
Represented by the Katz Agency
WE
RECOMMEND
arolyn Skoidar C^ssocLates
30 PARK AVENUE, NEW YORK 16. N.Y.
WSIX-TV
CHANNE
^8
NASHVILLE, TENNESSEE
Louis R. Draughon, Pres.
R. D. Stanford, Gen. Mgr.
IN PUBLIC INTEREST
WILS Airs Election Debates
CANDIDATES for city elections in Lac
sing, Mich., were given the opportunit
to debate the issues on WILS that city i
the recent local elections. The station, t
spur public interest, produced a series
of debates, along with active news coverage
This year's city elections brought the larg
est vote in the history of Lansing, th
station said.
Cancer Forum on WJAR-TV
WHEN the American Cancer Society pn
sented an hour-long Cancer Facts Forum o
WJAR-TV Providence April 23, viewei
had the opportunity to telephone questior
which were answered by the forum partic
pants. Besides information presented by tt
four doctors on the forum, the audience wj
shown the "seven danger signals" of cance
KXOL News Dept. on Display
KXOL Fort Worth participated in the ai
nual Scoutarama held by Fort Worth Be
Scouts March 29-30 by setting up a displs
based on radio and public speaking. Tt
station supplied typical news room equi]
ment, which was operated by the Scou
under the supervision of the KXOL nev
staff.
KBIF Aids Cerebral Palsy
KBIF Fresno turned over its unsold new
casts during March and April to the Unite
Cerebral Palsy Assn. and its Training Centi
for the Handicapped. The director of tl
association said numerous inquiries were r
ceived concerning possible jobs for tl
handicapped as a result of the broadcasts.
KMPC EXTENDS LAW
"THE long arm of the law" literally
has been extended by KMPC Los An-
geles through its broadcasting of police
alert calls to aid the California High-
way Patrol.
Holdup men in getaway cars and
hit-and-run drivers are finding it
tougher to elude the highway patrol
with KMPC's direct broadcasting of
police calls to alert the general public
with descriptions of the fleeing autos.
Three recent cases, two involving
hit-and-run accidents and the other
theft, were solved as a result of tips
from citizens who heard these broad-
casts over KMPC, noted Mark Haas,
the station's broadcasting director.
As a public service, KMPC now
has a working arrangement with the
Los Angeles City Police and the
highway patrol whereby the police
will notify the station of all incidents
in which an all-out alert might help
them and protect the public. The sta-
tion interrupts its regular programs to
broadcast such information.
Page 28 • May 13, 1957
Broadcasting • Telecasts
you need the personal touch to sell in Milwaukee
'Tis not only what you say . . . but how
you say it in this business. That's why we
insist that, when you send us live copy . . .
our disc jockeys deliver a LIVE live
announcement! It's an INTEGRATED
commercial, too ... as much a part of the
show as Perry Como or Frank Sinatra . . . and
it's the word of a fellow that Milwaukee
listeners enjoy. Yes, by design on WEMP,
your copy gets the interpretation necessary
to effectively sell the market!
WEMP
5000 watt power at 12 50 k. c. H
TT
KEY ENTERTAINMENT STATION
BIG 7 RADIO PERSONALITIES:
Records round the clock . . . 2i hours
a day, seven days a week . . .
SPORTS: Live Play-by-play Milwaukee
Braves Baseball: V. of Wisconsin Football
and Basketball: Green Bay Packer
Football: special sports creyits,
11 sportscasts daily.
' 32 NEWSCASTS DAILY: Gathered and
edited by 6-man WEMP news department
from VP neirs wire, VP sports
wire, 2 mobile units, special state
correspondents, V. S. Weather
wire, Police and Fire Dept. radio,
regular daily telephone contacts.
represented wherever you lite by Headley-Reed
Broadcasting • Telecasting
May 13, 1957 • Page 29
FROM 6 TO 9 AM
IN THE
NATION'S CAPITAL,
AL ROSS IS THE
NEW
OF THE HOUSE !
Today in the nation's Capital, Nielsen* proves most radios are tuned to WRC.
Take the early morning for example, from 6 to 9 am, Monday through Friday.
WRC's Al Ross is far and away the most popular man in this time period
with Washington radio listeners. His "Timekeeper" show wins a 40% share of
the total station audience, 63% greater than the second station's.
And for most of the day and night, Nielsen now tells the same kind of story
about WRC's audience advantage. For the total week WRC wins an average
33% share-of-audience, 32% greater than the second station.
In Washington's 17-radio-station market, such an overwhelming vote of con-
fidence carries over in force to WRC-advertised products. Let Al Ross on WRC
Radio speak for you in the nation's Capital . . . just as he does for 64 national
and local advertisers. *NSI Report-Washington, D.C., Area-January 1957
WRC -980
WASHINGTON, D.C.
SOLD BY f.Mtcl SI'OT -SAI.KS
B ROADCASTING
TELECASTING
Vol. 52, No. 19 MAY 13, 1957
FORD PUTS CHIP^ON NETWORK RADIO
CBS gets $5.5 million of $13-14 million network radio-tv budget
FORD MOTOR Co.'s Ford Div. is ear-
marking $13-14 million (time and talent)
in three new network buys for the fall sea-
son, two on tv and a $5.5 million package
deal on CBS Radio.
Although Ford is committed to each of
the purchases, some final details are yet to
be worked out, thus possibly affecting the
monies budgeted.
B«T learned, however, that along with
Ford's sponsorship of Tennessee Ernie Ford
on NBC-TV (Thursday, 9:30-10 p.m.) and
an alternate sponsorship of Zane Grey Thea-
tre on CBS-TV (either 8-8:30 p.m. or
8:30-9 p.m. Friday), Ford's total network
budget (including radio) for the fall will
be 30-35% higher than its network alloca-
tion for the current season.
Ford's new broadcast investment comes at
a time when the competition among the
automakers' Big Three — Ford, Chrysler and
General Motors — is at a high pitch not only
in auto manufacture but in setting ad
budgets for 1958 models.
Generally, these are the new Ford net-
work buys, all made through its agency,
J. Walter Thompson Co.:
• A $5.5 million (in gross billing) con-
tract for 4 hours 40 minutes weekly for a
firm 52 weeks on CBS Radio, starting next
Sept. 2 and calling for 26 programs per
seven-day week. Included are four Monday-
Friday shows and six five-minute '"big name"
programs on the weekends — two on Satur-
day, four on Sunday. Estimated net billing
(after discounts) comes to approximately
$4.2 million. Ford has an option for an-
other 13 weeks to carry its CBS Radio
package through the end of 1958. This
could add another $1.3 million to the gross
(for a total of about $6.8 million).
• An estimated $5-5.5 million is slated
for alternate sponsorship of Crisis on NBC-
TV (Monday, 10-11 p.m.) starting Sept.
9. (Ford cancelled Ford Theatre on ABC-
TV for the fall.)
• Another $2.5 million is estimated for
five one-hour filmed specials on CBS-TV
that will feature Lucille Ball and Desi Arnez.
While Ford has been busy allocating
broadcast advertising funds for its 1958
models, the automaker has been making
headway in production. As of early this
month Ford's output was ahead in unit
production for 1957 compared to the same
period in 1956. The new radio-tv purchases
by Ford, of course, do not affect Ford Mo-
tor's other divisions, for example, Lincoln-
Mercury's sponsorship of Ed Sullivan on
CBS-TV or the new Edsel Div.'s radio-tv
plans still in the making.
Ford Motors, of course, is considered
among the top ranking blue chip advertisers.
In network tv last February, it was among
the top 10 national advertisers, spending
for that month alone for all its divisions
nearly $1 million (gross time sales) in the
medium. An unofficial estimate places the
Ford Div.'s total advertising budget (does
not include other divisions) at "more than
$40 million."
Ford's network radio buy is believed by
WHAT did J. Walter Thompson Co. find
out about radio in a study for its client,
the Ford Div. of Ford Motor Co.?
The JWT study covered seven aspects:
audience size, listening habit change,
automobile radio, the year-round audi-
ence, changes in programming, rise of in-
dependents and a changing sales pattern.
The high points follow. (For more com-
plete presentation see "Seven Reasons
Why Radio Is Back in Agency Favor"
[B»T, April 1]).
Size of audience — Average audiences
have sharply declined since television
came along. But a radio commercial every
30 minutes throughout the week on many
stations will still reach nearly half the
radio homes in a station's coverage area
an average of 13 times during the week.
Minute participations in three network
programs can deliver commercials to
nearly 6 million families in four weeks
an average of nearly three times.
Listening habit change — The family
"per se" is no longer available to evening
radio. Daytime has outstripped evening,
and the early morning hours, the noon
period and early evening are the peak
listening periods for largest audiences.
Radio follows individuals in various
rooms of the house and into the family
car. There is an average of nearly three
sets per family today.
The automobile — Only one family in
five had a car radio in 1946; only one
in four in 1951. But the latest figure for
1956 was nearly three out of four, or
translated into autos, 35 million — an ex-
clusive audience (except for outdoor ad-
CBS Radio to represent the biggest single
contract for network radio time in nearly
a decade. It also notes Ford's top alloca-
tion for radio in its advertising history. Some
of the money will come from Ford's spot
radio budget ( Ford Dealers spot not in-
volved), but, in the main, it is an additional
expenditure.
lohn Karol, CBS Radio's vice president
in charge of network sales, set the theme by
citing the Ford contract as one in a period
of advertiser rediscovery — "It makes radio
fashionable and talked about again."
And in a speech to broadcasters in Texas
last week, Mr. Karol noted many media
vertising). More than 80% of all new cars
sold to the public are radio-equipped and
nearly 75% of all automobile radio fami-
lies tune in at some time during a typical
week, with seven hours the average length
of time spent weekly with the car radio
operating.
Year-round audience — This is stable.
There is no longer a significant difference
between summer and winter program-
ming. Daytime radio audiences used to
drop 25% in the summer, now only de-
crease about 15%, and evening audiences
used to be cut in half but at present drop
only about 13%.
Change in programming — General
dramatic shows, situation comedies, va-
riety comedy shows, quiz programs, mys-
teries and music variety shows and the
like have dwindled, but in 1949 where
there were 53 five-minute and 15-minute
sponsored news programs on networks,
today there are 207. Radio is now a ma-
jor source of news and information.
Rise of independents — Since 1949. sta-
tions in the U. S. have increased from
under 800 to more than 3,000 with net-
work affiliated stations in about 600 mar-
kets. This has brought a tremendous in-
crease of independent stations and a
greater share of the audience. This f
added to radio's strength.
Change in sales patterns — P;
tions now accumulate large audiences and
are necessary for the advertiser to accu-
mulate these listeners on an efficient basis.
Rates have been brought into line in both
time and talent costs. Station discount
structures have been adjusted.
WHAT FORD LEARNED ABOUT RADIO
Broadcasting
Telecasting
May 13, 195'/ • Page 31
ADVERTISERS & AGENCIES
people "don't know whether to welcome
us back from the dead or tell us they've
never seen us look so well."
As related to B*T, the Ford-CBS contract
climaxed a 10-month period during which
J. Walter Thompson offered a number of
comprehensive media studies, including ra-
dio, to Ford officials. As many as 15 to 20
presentations were mr.de.
What sold Ford on network radio was its
flexibility and the ability of the advertiser
to retain identity with the various programs,
along with the plus of auto radio listening.
All of these factors, too, were translated into
costs. CBS Radio wrapped up the package
because, according to JWT, Ford wanted
name stars to fit into its strategy of "personal
salesmen."
CBS Radio, which reports a full network
lineup of 201 stations, expects to clear at
least 95% of this number. Arthur Hull
Hayes, CBS Radio president, went on closed
circuit Tuesday to explain the Ford contract
to affiliates.
Plans for the Ford package include the
following: On a Mon.-Fri. basis — Arthur
Godfrey program, 5:05-5:30 p.m.; Marrow
with The News, 7:45-8 p.m.; the 8-8:05 a.m.
segment of the 15-minute World News
Roundup featuring Charles Collingwood,
and a "big name" entertainment show (ex-
pected to feature Rosemary Clooney and
Bing Crosby) for five minutes sometime be-
tween 7-7:35 a.m. On weekends — six five-
minute "big name" programs (Crosby-
Clooney combination is planned) with two
shows on Saturday and four on Sunday.
Also depicted is the creation of a "Voice
of Ford" — a personal salesman — for the
morning news show in the person of John
Cameron Swayze, who will deliver commer-
cials. This arrangement is among the many
still to be made final.
Assuming all current negotiations are car-
ried through to success. Ford will have as its
radio "names" Messrs. Godfrey, Murrow,
Crosby, Collingwood and Swayze and Miss
Clooney.
A spokesman for JWT said that both
the agency and client felt that a buy, no
matter how "efficient," would make "no
sense without an Arthur Godfrey." Ford, it
was stressed, wanted "salesmen," and, al-
though JWT had figures presented by other
networks, there were "no personalities."
It was disclosed that in assembling data
for its client, JWT dug deep into the current
status of radio advertising and in the process
"re-educated" itself.
Ford started from scratch in learning
about the medium. As it was explained last
week, Ford first had to be schooled on the
value of radio, with the agency presenting
various combinations of network-spot, radio-
tv, etc., to the client.
Earlier this spring, Arthur Porter, vice
president and media director at JWT, out-
lined seven reasons why in his opinion radio
is back in agency favor. That talk before the
Canadian Assn. of Radio and Tv Broad-
casters (printed in full in the April 1 issue
of B«T) was based on the comprehensive
radio study made by the agency in connec-
tion with the Ford account (see page 31).
Added CBS Radio Business:
$1 Million-Plus for Week
CBS RADIO, with a Ford Div. contract
for $5.5 million set for the fall (story,
page 32). also racked up more than $1
million in time sales in other business last
week. Among the advertisers were General
Mills, Seaman Bros., Hearst Publications
and Cowles Magazines.
General Mills Inc., through Dancer-
Fitzgerald-Sample bought six weekend "Im-
pact" segments, for 13 weeks beginning
June I, and including segments of Amos 'n
Andy, Gunsmoke, Galen Drake, Robert Q.
Lewis Show and Mitch Miller Show.
Seeman Bros., New York, bought a
weekly quarter-hour of Arthur Godfrey
Time, through Norman, Craig & Kummel.
effective in September.
Hearst Publications (for Good House-
keeping magazine) signed for ten 7V/2-
minute daytime serial segments between
May 16 and May 21.
Cowles Magazines Inc. will sponsor be-
ginning this month two segments of Amos
'/;' Andy, for Look magazine, to add four
segments already sponsored and apart from
its underwriting of Robert Q. Lewis Show
and Jack Benny Show.
Swift & Co., Chicago, renewed House
Party, effective June 7, for 52 weeks on
Friday. 3:15-3:30 p.m. Agency: McCann-
Erickson. Chun King Sales Inc.. Duluth.
Minn., renewed a quarter-hour, effective
July 1, for 52 weeks on House Party
Wednesdays and Fridays. J. Walter Thomp-
son is the agency.
NBC Radio New Business:
$650,000 Net Billings
NBC Radio's sales upsurge continues as new
business totaling $650,000 in net billings
was placed with the network, it was an-
nounced last week by William K. McDaniel,
vice president, NBC Radio network sales.
Highlighting the new purchases is a 52-
week order from Plough Inc. for St. Joseph's
products calling for 20 participations a week
in Monitor starting May 25. Lake-Spiro-
Shurman Inc. is agency for Plough.
Other advertisers placing new orders and
their agencies are:
General Foods Corp. for Jello. has pur-jj
chased total of 60 participations a week for'
10 weeks in Truth or Consequences (Mon.-,<:
Fri. 10:05-10:30 a.m., EDT) and NBCt
Bandstand (Mon.-Fri. 10:30-11 a.m. and!
11:05 a.m.-12 noon EDT) starting July l.j
This will be the first participation scheduled
in Truth or Consequences, which recently re-l
turned to NBC Radio, the network said. The I
order was placed through Young & Rubicam.l
Twentieth Century-Fox Film Corp., fori
its movie "Bernadine," has ordered a two- 1
week saturation campaign on Monitor*
starting June 22 through Charles SchlaifeH
& Co.
$1.1 Million More Sales
Announced by ABC Radio
SIGNING of more than $1.1 million in new I
and renewed business on the ABC Radio '
Network was announced last week by
George Comtois, vice president in charge of •
ABC Radio sales.
Ball Bros. Co. Muncie, Ind., will spon-
sor four segments a week of Don McNeill's
Breakfast Club (Mon. through Fri., 9-10
a.m. EDT) starting May 21, in behalf of its
fruit jars, caps, jelly glasses and jar rubbers, i
Applegate Adv., Muncie, placed the ac-
count.
D-Con Co.. Chicago, a division of Sterl-
ing Drug Inc., will sponsor two segments a
week of My True Story (Mon. through
Fri. 10-10:30 a.m.) effective May 14 for its
insecticides. Agency is Thompson-Koch Co., j
New York.
Atlantis Sales Corp., for its affiliate R. T.
French Co., has renewed its sponsorship of
varying segments of My True Story starting
July 5 through Richard A. Foley Adv.. Phila-
delphia.
Gospel Broadcasting Assn., Mr. Comtois
also announced, has renewed for 52 weeks
Old Fashioned Revival Hour (Sun. 4-5 p.m.
EDT) effective June 9. Agency is R. H.
Alber Co., Los Angeles. Old Fashioned Re-
vival Hour, originating from the Long Beach
Municipal Auditorium. Long Beach, Calif.,
is now in its 32nd year of continuous radio
broadcasting.
Highland Church of Christ, Abilene, Tex.,
has renewed Herald of Truth (Sun., 2:30-3
p m. EDT) effective May 5. Martin Co., Chi-
cago, is agency.
Page 32
TENTATIVE STARTERS FOR FORD: Murrow, Swayze, Clooney and Crosby, Godfrey, Collingwood.
May 13, 1957 Broadcasting • Telecasting
FLAV-R STRAW SIPPED AT TV
AND WANTS LOTS MORE
WHEN an advertiser antes up $1.8 million
for television and $200,000 for radio, the
comment might be "that ain't hay." And the
observation would be entirely correct since,
in this particular instance, it is for straws.
The straws, lined with strawberry and
chocolate to produce a flavored-milk drink,
are the product of Flav-R Straw Inc., Mt.
Vernon, N. Y. The $2 million outlay in
broadcasting during 1957 represents two-
thirds of the firm's advertising budget for
this year.
This vote of confidence in radio-tv is
particularly impressive when it's recalled
that Flav-R Straw in May of 1956 ventured
into broadcasting with a modest $10,000 out-
lay.
Nothing that Flav-R Straw has conjured
up to date by way of merchandising gim-
micks or sales promotion stunts has managed
to attract so much attention on Madison
Ave. as its unique Dec. 25. 1956, sponsor-
ship of nine solid hours of daytime television.
It even raised eyebrows in those quarters
of supersalesmanship where no emotion had
been registered when told Flav-R Straws, a
food product, managed within nine months
to achieve national distribution, starting
from scratch. This had proved that fads need
not necessarily remain fads.
The show: a local WABD (TV) New
York presentation starting at 9 a.m. and con-
sisting of four (7-min.) cartoons an hour, a
box-front premium quiz contest, on-camera
milk and ice cream parties and a clown act.
interspersed by ad-lib commercials and the
gifted gab of three popular toddlers' idols
in New York City — Herb Sheldon, A1
Hodge (Capt. Video) and Sandy Becker.
Flav-R Straws said that "success would
hardly be the word for what we experienced."
Though Flav-R Straws had been marketed
for some time on the west coast by Frontier
Foods Inc. (franchiser of E-Z Pop popcorn)
before being purchased last year by retired
textile manufacturer Alvin Sheerr (Sheerr
Bros. & Co.) and his attornev. Bernard E.
Singer, nothing "happened" until last May
when the product was first advertised on tv
childrens' shows on WABD and WATV
(TV) both New York.
And when it brought Flav-R Straws east,
the first chose not only to introduce it in the
world's largest (and toughest) food market,
but also against the sage advice of senior
marketing consultants who declared "you
don't introduce mass foodstuffs to New
Yorkers."
With not even a quarter of the metro-
politan market covered in distribution be-
fore launching its saturation tv spot drives
on the two stations, Flav-R Straws Inc. sud-
denly achieved 100% distribution after
several weeks, moved 1.5 million boxes
($0.27 per box) and by the end of 1956,
noted with some alarm that it was at least
two years behind in the fulfillment of orders.
This situation meanwhile has been remedied,
what with the addition of a new factory
which has increased production facitlities
ten-fold.
What brought television and Flav-R
Straws together? A name: Lee Wagner. A
man who carved his private Klondike in
television when in 1947 he created TV
Guide, subsequently selling it seven years
later to Triangle Publications Inc., and re-
tiring— at age 42 — to an Arizona country
club. Mr. Wagner stepped out of retirement
last year to join Al Sheerr as "consultant
advertising-sales promotion director." a post
he now handles fulltime as executive vice
president. To assist him, Mr. Wagner called
upon Dick Firestone — a chap who at one
time "talked" Ted Cott (then at NBC) into
a job by means of a homing pigeon.
And when Mr. Cott. now a vice presi-
dent of DuMont Broadcasting Corp.
(WABD New York, WTTG [TV] Wash-
ington) called Lee Wagner on the phone
last December to suggest tv's first nine-hour
show under single sponsorship, little time
was wasted accepting the $21,000 package
(covering not only time and talent but also
full use of the DuMont cartoon library)
and converting it into a "spectacular" that
lacked only gilt-edged Hollywood stars, an
80-piece orchestra and a Corps de Ballet
— and color.
Agency Switch Complicates
According to WABD staff producer
Jeremy Tarcher. on whose shoulders fell
the monumental task of coordinating such
an unprecedented program, the next 18
days were "weeks of crisis after crisis." The
worst of them all: the fact that Flav-R
Straws had just resigned its agency, Dowd,
Redfield & Johnstone, and was shopping
around for a new one just when the Cott
offer came through. The strongest of the
contenders — insofar as tv experience was
concerned — was Ruthrauff & Ryan, which
was duly appointed to service the account,
one that had in six months, jumped from
$10,000 to $1 million in billing.
During the next week-and-a-half. hun-
dreds of loose ends were hurriedly (but ex-
pertly) tied into place by what Lee Wagner
calls "some of the best teamwork I've ever
seen in operation." While WABD's Tarcher
and staff (directors Lee Polk and Al Kas-
sel, production assistants Armando Noel
Nina Polan and Frank Cronican ) were
developing the program per se, WABD
Publicity Director Larry Eisenberg worked
hand-in-hand with Flav-R Straws" outside
public relations counsel. Ruder & Finn, get-
ting out trade paper ads, direct mail pieces,
posters, publicity releases as well as setting
up the details of the "on-camera" parties.
They did this with help from the New
York Chapter of the Boy Scouts of America
Inc.. which promised to take care of the
visiting small fry. all of whom were picked
from orphanages and homes for the under-
privileged. ( Of the 1 . 1 00 kids that showed
up, clamoring to join in the fun, only 400
were actually invited. This has led Flav-R
Straws to drop similar plans for the future.)
Meanwhile. Flav-R Straw officials, to-
gether with the account people at Ruthrauff
& Ryan, met with representatives of such
supermarket chains as Food Fair and Grand
Union in order to work out a tie-in that
in effect allowed the nine-hour program to
pay for itself in advance.
Exchange Arranged With Stores
The plan worked like this: Flav-R Straws
would turn over to the cooperating super-
markets certain segments of its total time.
The stores could then use these time slots
for whatever advertising they wished to do.
with emphasis, of course, being placed on
Flav-R Straws. In exchange, the markets
would give the Flav-R Straw product spe-
cial in-store and point-of-purchase merchan-
dising aids such as posters and advantageous
counter display space.
At the agency itself, the radio-tv group
assigned to the account (overall supervisor.
George Wolf, R&R radio-tv vice president:
Rollie Howe, broadcast production manager:
Ted Strob. assistant film production man-
ager: copywriters Doug MacNamee and
Marianne Zeamer. and Ken Haverstick. art
director) was working well into the early
morning hours on the commercial "fact
sheets" from which the emcees would ad-
lib, the filmed commercials, the props, not
to mention the box-front premium offer
which was to be advertised nine days in
advance of the actual show.
Somehow or other ("and we still don't
know how — or why . . .") all the Lose
pieces managed to fall into place on the
25th. Though no special ratings were con-
ducted. WABD did conduct telephone sur-
BROADC ASTING
Telecasting
May 13, 1957
Pase 33
ADVERTISERS & AGENCIES
veys during air-time, noted to its surprise
that while the kids were in seventh heaven,
their mothers were found to be on consid-
erably lower strata as regards the show.
Commented one irate mamma: "What are
you people trying to do, disrupt my entire
day? I can't get my daughter to eat her
lunch!"
Sales-wise, Flav-R Straws Inc. couldn't
have been more delighted with the end
product. For example, the box-front premium
offer alone (plugged in a series of spot an-
nouncements well in advance) that asked
kids to send in a Flav-R Straw box front
(box-tops being too easy to tear off in the
store) complete with name, address and
phone in exchange for a phone call from
one of the three emcees while the show was
in progress, drew a total of 106,000 replies.
Each response accounted for another sale
somewhere in WABD's 75-mile orbit. These
alone came to $28,620 retail (Flav-R Straws
Inc. does not state what it makes per box).
Though the firm's management is under-
standably reluctant to tell its story in terms
of dollars and cents (gross sales), it did
say that while its average pre-Christmas
weekly New York sales tally came to 1,900
cases (48 boxes to the case, or $24,624 re-
tail ) , January post-Christmas sales averaged
2,500 cases a week (or $32,400 retail), ac-
tually a leveling-off from a sudden sales
spurt to $35,000 a week immediately after
the program.
Results also brought out two importam
points : ( 1 ) , That kids, far from getting
restless after one or two-hour exposures to
tv, are able to sit with a good, appealing
show anywhere from three to five hours
(2), That cartoons "by themselves"' were
not so overwhelmingly popular as had beeri
presupposed, that kids much preferred "live''
programming featuring a star with "zing."
Flav-R Straws plans not only to continue
its policy of buying as many top-rated local
kids' shows as it can, of adding to its cur-
rent lineup of AAP — "Popeye" syndicated
programs, but also intends to schedule the
WABD-type "spec" (in five-hour form)
some four times a year in whatever major
market requires a special push.
OPENING FANFARE CHRISTENS NEW OFFICE
"SKOL" and variations of the same in
Madison Avenuese echoed through the
spanking new quarters of MacManus.
John & Adams Inc. as the New York
branch office of the $37.5 million
Bloomfield Hills, Mich., agency formally
opened house. In attendance were over
50 representatives of the radio-tv-ad-
vertising fraternity as well as a number
of newsmen. Although MJ&A Presi-
dent Ernest A. Jones had to absent
himself from the festivities at the last
minute, there was enough agency brass
to go around.
Hosting the party was New York
manager and vice president Henry G.
(Hank) Fownes. Also in attendance was
Detroit's John R. MacManus, one of
the founding partners of the agency.
Occupying the 19th floor of 444
Madison Ave., the new quarters were
designed around flexible glass and steel
partitions which not only add to the air
of spaciousness but also can be rear-
ranged for future expansion. Primary
colors have been widely used to give
an illusion of depth and breadth. Custom
designed furniture and fabrics, recessed
lighting and built-in storage units add
to the comfort and efficiency of the
operation. Furniture and fixtures for
the remodeled offices cost approximately
$100,000. They were designed for the
agency by Designs for Business, Inc.
The New York office of MacManus.
John & Adams was opened in 1950 with
a staff of five. The newly-designed of-
fices will house 52 employes, servicing
such accounts as the Pontiac and Cadil-
lac divisions of General Motors, Dow
Chemical Corp.. Minnesota Mining &
Manufacturing Co.. Good Humor
Corp., Regent cigarettes, Medaglia
D'Oro coffee and others.
A GLASS WALL gives illusion of extra space to conference room.
ACCOUNT executive's haven.
Page 34 • May 13, 1957
Broadcasting • Telecasting
EC&K Gets Best Part
f Pabst Beer Account
i1 SPECULATION over disposition of the
$7-8 million Pabst Brewing Co. account
ended early last week with appointment of
Norman, Craig & Kummel as agency for
three primary Pabst brands — Blue Ribbon
Boer, Andeker Draught Beer and Old Tan-
kard Ale.
The account shuffle brings a fourth agency
into the Pabst fold, with Leo Burnett Co.
i retaining Eastside Old Tap Lager, leading
W est Coast beer, while giving up the other
^ three products to NC&K. Grey Adv. will
continue to handle Hoffman Beverages and
Pabst Sparkling Beverages, and Bryan Hous-
ton completes the alignment with Pabst in-
dustrial products, feed supplements and bio-
chemicals.
Of the total Pabst budget, FC&B gets
about $6 million, Leo Burnett about $1.2
million and Grey and Bryan Houston take
up the balance, it was understood.
The Burnett agency, which previously had
inherited the account from Warwick & Leg-
ler in late 1955, was one of some 20 agen-
cies making solicitations and one of eight
giving complete presentations. By assuming
(the major Pabst brands, NC&K thus re-
lemerges with a brewery account, having
(relinquished Blatz beer to Kenyon & Eck-
jhardt in 1956.
j Integration of client and agency activities
is expected to begin "as soon as possible,"
.according to brewery spokesmen, despite a
190-day cancelation agreement with Burnett.
!NC&K will open Chicago offices in the Mer-
chandise Mart within the next several weeks
to help service the account in its headquar-
ters area.
The overall Pabst account is estimated
(to be $7-8 million, with a substantial share
(in broadcast media. While Pabst has dropped
alternating sponsorship of the Wednesday
Night Fights on ABC-TV, which cost $43,-
000 weekly in production costs alone and
probably around $2 million overall annu-
ally, Pabst has been active in national spot
:tv and local radio.
Pabst's spot tv expenditure in 1956 was
$1,962,580, with $983,430 for its Eastside
Beer, $977,240 for Pabst Beer and $1,910
for Old Tap Lager, according to Television
Bureau of Adv., which used N. C. Rora-
haugh Co. figures.
The firm also sponsors a quarter of the
Chicago Cubs radio broadcasts on WIND
Chicago and local sports shows, plus Frank
1 Edwards' newscasts on WLS Chicago and
WEEK Peoria. The bulk of its Eastside and
Old Tap Lager spot radio-tv schedule is on
Los Angeles stations, although the product
has been introduced in some midwest mar-
kets. Network radio and regional network
tv also have been used for Pabst Blue Rib-
bon Beer.
Aside from Norman, Craig & Kummel;
Bryan Houston Inc.; and Burnett, other
agencies making presentations were Walker
Saussy Adv.; Henri, Hurst & McDonald;
Edward H. Weiss & Co.; Lennen & Newell,
and Geyer Adv.
Announcing the decision, Marshall Lach-
Broadcasting • Telecasting
DICHTER DITHER
The role Dr. Ernest Dichter, presi-
dent of the Institute for Motivational
Research, played in Pabst Brewing
Co.'s selection of Norman, Craig &
Kummel to handle its three primary
beer-ale accounts remained a matter
for speculation last week despite de-
nials that Dr. Dichter's evaluation of
half a dozen agency presentations was
tantamount to an actual decision.
Whatever the conjecture, Pabst went to
great lengths to "get the best adver-
tising available," using Dr. Dichter's
services and a point rating system.
Pabst said Dr. Dichter was retained
"to evaluate the advertising ideas pre-
sented according to the Institute's
established research procedures and
methods." Pabst confirmed Tuesday,
however, that his services are being
retained on a "permanent basis."
ner, Pabst president, said Norman, Craig &
Kummel was retained because its "complete
presentation seemed to best fit our current
corporate needs."
The method of selection itself was de-
scribed by Pabst as "unique." Presentations
were screened by a 12-man committee of
company executives. The group compiled
charts, rating each agency on creativity, ef-
fectiveness, media selection and budget, re-
search, merchandising and personnel quali-
fications. Ninety-five check points were
attached to these headings, each with a
weighted percentage, giving agencies their
respective total scores. Five agencies were
invited back to make "summation" presen-
tations. Dr. Ernest Dichter, president of
the Institute for Motivational Research, was
retained to evaluate some of the agencies'
"advertising ideas" (story above).
Pabst Acquires 'George Sanders'
To Replace Wednesday Boxing
THE question, "What'll Pabst Blue Ribbon
have now?" posed following Pabst's an-
nouncement that it was bowing out of the
Wednesday Night Fights on ABC-TV effec-
tive May 29, was answered last week when
the Chicago brewery acquired a Screen
Gems film series that never got network
exposure (also see Pabst story, this page).
The show is called George Sanders' Mys-
tery Theatre, and originally was produced by
the Columbia Pictures Corp. tv subsidiary
for NBC-TV showing this past season. Pabst
— through Leo Burnett Co., Chicago— will
sponsor the series for 13 weeks only on
NBC-TV in the Saturday 9-9:30 p.m. time
slot. What will happen at the end of the
summer to Pabst's George Sanders is any-
one's guess. It cannot continue in that slot
since both Liggett & Myers for Chester-
fields and Max Factor of Hollywood are
committed to sponsor their present Panic
at that time (Panic currently is seen Tuesday,
8:30-9 p.m.).
The Pabst purchase, besides indicating
a new program preference for the brewer,
also treads on the toes of Arthur and
Kathryn Murray, whose Dance Party was
to have served as a full-hour summer re-
placement for Sid Caesar. This plan has
been canceled because of the salability of the
Saturday, 9-10 p.m. period. The Murrays
will move to Monday, 9:30-10 p.m., for the
summer, replacing the first half of the Robert
Montgomery Schick-Johnson's Wax Pro-
gram. NBC hasn't as yet announced the
names of the sponsors or programs going
into the Saturday, 9:30-10 p.m. or Monday,
10-10:30 p.m. time slots. The Murray show
is sponsored by Bristol-Myers.
Advertising Impact Discussed
By Ebel at ANA Conference
IS the growth of advertising aiding the im-
pact of impression or is it lessening it through
sheer volume and competition? This ques-
tion was tossed at members of the Assn. of
National Advertisers during the 11th an-
nual West Coast meeting in San Bernardino
last week by Edwin W. Ebel, advertising
vice president of General Foods Corp.
Mr. Ebel, taking stock of the tremendous
jump in advertising expenses since 1938
($1.9 billion to the present $9.9 billion) and
noting that in 1938, advertisers spent $15
per unit of population, whereas this year,
they are spending over $60 per unit of popu-
lation, declared:
"I don't think I have to point out to this
audience what this increase in the total vol-
ume of advertising does to the effectiveness
of a mediocre ad."
By way of illustration, he cited some
"statistically inaccurate research" gotten up
by "two bright young men" in his White
Plains office. They took a "typical" Ameri-
can family and figured out how many com-
mercials or ads the family as a unit is ex-
posed to per day. The number: 1,518. Of
these, 64 were seen on tv and 53 were heard
on radio. Tv viewing hours were given as
5-10:30 p.m., while radio listening varied
from very early morning to late afternoon.
Compounding the confusion were some
1,401 other ads found in magazines, news-
papers, on carcards and outdoor posters, he
said.
Atlantic Group Okays Telecasts
REGIONAL telecasting of four football
and 12 basketball games next fall and win-
ter was voted May 4 by the Atlantic Coast
Conference, meeting at Greensboro, N. C.
The sponsorship is on a one-year trial basis,
following similar plans in other regions com-
ing under National Collegiate Athletic Assn.
jurisdiction.
No blackouts are planned in cities where
a game is being played but the conference
will watch attendance factors. C. D. Ches-
ley, Philadelphia, who arranges NCAA foot-
ball telecasts, was awarded the football con-
tract as highest of three bidders. The bas-
ketball games will be shown on Saturday
afternoons.
Rex Enright, U. of South Carolina and
conference tv committee chairman, said
profits from the four football telecasts will
be split among the eight conference colleges.
May 13, 1957 • Page 35
ADVERTISERS & AGENCIES
Product Services Set
To Reveal Film Barter
ONE of the biggest combination film rental-
barter deals in tv film history may be an-
nounced this month by Product Services
Inc., New York, on behalf of a number of
its clients, including several "new accounts."
From what could be learned late Thurs-
day— Product Services officials declining
to "be pinned down" as to name of film
distributor(s) or advertisers — it appears that
what is involved is a $7.5 million, five-
year contract that will see $22.5 million
worth of spot advertising placed within
that time.
Negotiations, according to agency Presi-
dent Les L. Persky, are at the "tender"
stage, thus any comment at this time would
be "harmful." But he said this prospective
deal, if consummated, would have "absolute-
ly no connection" with the negotiations cur-
rently going on between Bymart-Tintair, one
of his clients, and United Artists [B»T.
April 22. Closed Circuit, April 29]. These
negotiations are "still in the works."
The barter technique of selling has grown
substantially in the past two years, with dis-
tributors offering re-runs of filmed series
and feature films largely in return for un-
sold spot announcements on a station, which
then are sold to an advertiser [B»T. March
11]. C & C Television Corp. generally is
credited with having masterminded bartering
on tv and. in fact, has made trading a pivotal
feature of its operations. C & C Tv provides
a station with the RKO Radio library of fea-
ture films and receives a specified number of
announcements — in some cases, 10 a day.
Last summer the distributor entered into
an agreement with International Latex Corp.,
pledging to deliver 10 announcements per
day (both minutes and 20 seconds) for seven
days a week on 100 stations for five years.
In return. Latex reportedly agreed to pay
C & C Tv approximately $20 million over
the five years.
Lever, Shulton Finally Reject
'Slezak and Son' on CBS-TV
THE "sure buy" by Lever Bros. Co. and
Shulton Inc. of CBS-TV's Slezak and Son
for next season's Tuesday 8:30-9 p.m. slot
[At Deadline. April 15] seemed last week
to have fallen through. Latest reports ema-
nating from CBS headquarters and I. Wal-
ter Thompson Co., one of Lever's six agen-
cies, indicated the soap manufacturer has
decided against the property after first ex-
pressing enthusiasm about the Walter Slezak
vehicle. Shulton Inc. also is bowing out.
An official at Wesley Assoc., Shulton's
agency, said the cosmetics firm had nothing
against the Slezak series, only wanted to
stick with the post-Phil Silvers time period,
and that "we'll probably go along with Lever
on whatever property they decide upon."
Lever is more or less committed to the Tues-
day time slot. Lever had wanted to share
sponsorship with Scott Paper Co. of NBC-
TV's Gisele MacKenzie Show but lost out
when Benton & Bowles signed for the al-
ternating weeks on behalf of its newest cli-
ent. Schick Inc.
Although CBS officials were reluctant to
GREAT (CHOMP) MOMENTS
J. A. ULRICH, advertising manager
of Beech Nut Life Savers, Port Ches-
ter, N. Y., has notified radio stations
they will "shortly receive a supply of
Beech-Nut chewing gum ... on a
monthly basis. . . . This coincides
with our current radio campaign,
'Great Moments in History,' as in-
terpreted by Beech-Nut."
The letter explained that "as the
campaign suggests, Columbus, Custer,
and the boys won't talk while the
Beech-Nut flavor lasts. We sort of
hope this will not be true of you!
Just a kind word from time to time
would go a long way toward making
us awfully happy. In brief, we're
delighted to keep you in gum and we
hope you'll keep us in mind."
A postscript in the letter informs
the stations that "a bulletin from Bill
Dollard of Young & Rubicam, in-
cluded with your Beech-Nut gum, con-
tains plenty of evidence that 'Great
Moments in History' is a commer-
cial success."
comment about the Tuesday 8:30-9 p.m.
slot — after saying for weeks that Slezak
was definitely set for Lever and Shulton —
it was learned both advertisers are seriously
eyeing a group of filmed situation comedies,
among them the new Eve Arden program
and a William Morris film package produced
in Great Britain titled, Dick and the Duch-
ess.
Citrus Group to Use 'Godfrey7
THE Florida Citrus Commission will begir
a 13-week quarter-hour participation in the
Arthur Godfrey morning show on CBS-T\
May 28, with processed orange products
particularly frozen concentrated juice, to bt
promoted in an effort to cut down burden
some inventories, commission Advertising
Director Paul Patterson announced.
"A quarter of a million dollars will be
spent in a special promotion above the pre-
viously planned advertising and merchan
dising program," Mr. Patterson said. Bentor
& Bowles is the agency.
Radio-Tv to Get Newport Share
RADIO and television are expected to share
in the advertising budget of P. Lorillard Co
when the cigarette firm introduces its new
filter brand Newport nationally. No date is
set but the lightly mentholated "hint ol
mint" cigarette currently is being introduces
in the New York-New Jersey market with
heavy radio-tv and print advertising. Agenc\
is Young & Rubicam, New York. Lorillarc
claimed its two-month test of Newport ir
Sacramento. Calif., was a "success."
Spiller Takes SSC&B Post
CLIFFORD SPILLER. formerly director ol
marketing for the Maxwell House divisior
of General Foods Corp., has joined Sullivan
Stauffer, Colwell & Bayles, New York, a;
senior vice president in charge of the Pal
Mall account, it was announced last weel
by agency president Raymond' F. Sullivan
He also will be a member of the plans boarc
and had been with General Foods 12 years
COLORCAS
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
May 14 (9:30-10 p.m.) Red Skelton
Show, S. C. Johnson & Son through
Foote. Cone & Belding and Pet Milk
through Gardner Adv.
May 15 (8-9 p.m.) Arthur Godfrey
Show, participating sponsors.
(CBS-TV will cancel all color sched-
uling for summer as of May 17.)
NBC-TV
May 13 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson &
Son through Needham, Louis & Brorby
and Mennen Co. through Grey Adv.
May 13-17, 20-22 (1:30-2:30 p.m.)
Club 60, participating sponsors.
May 13-17, 20-22 (3-4 p.m.) Matinee
Theatre, participating sponsors.
May 13, 20 (8-8:30 p.m.) Adventures
of Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan. Stauffer. Colwell &
Bayles.
May 14, 21 (8-8:30 p.m.) Arthur
Murray Party, Speidel through Nor-
man, Craig & Kummel and Purex
through Weiss & Geller.
May 15, 22 (8-8:30 p.m.) Masque-
rade Party, participating sponsors.
May 15, 22 (9-10 p.m.) Kraft Televi-
sion Theatre, Kraft Foods Co. through
J. Walter Thompson Co.
May 15, 17, 22, 24 (7:30-7:45 p.m.)
Xavier Cugat Show, sustaining.
May 16, 23 (10-11 p.m.) Lux Video
Theatre, Lever Bros, through J. Walter
Thompson Co.
May 17 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
May 17 (9-10 p.m.) Chevy Show,
Chevrolet through Campbell-Ewald.
May 18 (8-9 p.m.) Perry Como Show,
participating sponsors.
May 19 (9-10 p.m.) The Alcoa Hour,
Aluminum Corp. of America through
Fuller, Smith & Ross.
May 20 (9-10 p.m.) Washington
Square, Helene Curtis through Earle
Ludigan and Royal-McBee Corp.
through Young & Rubicam.
Page 36 • May 13, 1957
Broadcasting • Telecastinu
television audience leadership
in baltimore's 3-station market
March Nielsen
reports that
WMAR-TV
garners
share of
total audience
with all these quarter-hour homes in 1 week!..
NSI area 28,510,300
Beyond NSI area . . 16,222,500
Total Vi nr. homes . 44.732.800
WMAR-TV
measured
coverage
"7 AM-Midnight, Sunday thru Saturday
In Maryland, most people watch
WMAR TV
CHANNEL 2 SUNPAPERS TELEVISION BALTIMORE, MARYLAND
Telephone Mulberry 5-5670 * TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc. New York, Detroit, St, Louis, San Francisco, Chicago, Atlanta, Dallas, Los Angeles
WBRE-TV Means
PERFECT PICTURE COMMUNICATION
to the people of 19 Counties in N.E. Pennsylvania
An apple or a lovely lady individually make a pretty picture . . .
together they communicate a message . . . and that message is
natural picture perfection which your clients products or services get
on WBRE-TV ... in full-color or black and white. And with
2,000,000 potential customers to see your message WBRE-TV is
the "one" station in Northeastern Pennsylvania that guarantees
coverage and eye appeal.
AN
m
BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
LEHIGH
SNYDER
MONTOUR
CARBON
CLINTON
An interesting method of communication was used in 1690 by
Amatons a French physician who conceived the idea ot sig-
nalling with flags and crossbars on poles and reading these
signs with the telescope. Unfortunately, Amatons did not have
the courage to push his theory and others profited by the
system he originated. Cumbersome adaptations of Amatons'
signal posts were used in this country during the Revolutionary
War. A barrel, a flag and a basket mounted on a pole were
used to convey a variety of messages by changing the position
ot the articles.
TV Channel 28
WILKES-BARRE, PA.
- D V ERTISERS & AGENCIES
TV NETWORK BUYS AND BUYERS
THE FIRST six advertisers in the
top 10 in network television in
February retained their ranking set
in the preceding month, according
to a compilation of Publishers In-
formation Bureau figures.
Changes occurred, however, in
the seventh spot where Lever Bros,
moved in with a gross expenditure
of over SI million for the month.
The advertiser actually replaced
General Motors, which slipped out
of the leading 10. Ford, in the
seventh spot in January, moved to
No. 8 in February, while Bristol-
Myers and R. J. Reynolds re-
mained in the ninth and tenth posi-
tions.
The product groups making up
for a bulk of network tv sales still
are foods, soaps and toiletries, and
to a slightly lesser degree, auto-
motive, tobacco and drugs. More
than half of the total gross billing
(actually close to 60%) on the tv
networks for the first two months
is scored by the total of these cate-
gories.
Of unusual interest was the fact
that the leading tv network adver-
tiser in each product group in
February was in nearly every case
the same advertiser that led the
category in the same month a year
ago.
Thus, irrespective of the vari-
ances in the makeup of the top ten,
there is a marked consistency in
the advertiser source of network
tv monev.
TOP TEN ON TV NETWORKS
FEB. 1957
1.
PROCTER &
GAMBLE
$3,740,243
2_
COLGATE-
PALMOLIVE
1,452,702
3.
CHRYSLER CORP.
1,432,575
4.
AMERICAN HOME
PRODS.
1,425,494
5.
GENERAL FOODS
1,393,083
6.
GILLETTE CO.
1,064,280
7.
LEVER BROS.
1,008,779
8.
FORD MOTOR CO.
958,884
9.
BRISTOL-MYERS CO. 887,418
10.
R. J. REYNOLDS
850,855
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS
AND JAN.-FEB. '57 AS COMPARED TO 1956
DURING FEB. '57
LEADING ADVERTISERS IN RESPECTIVE
GROUPS DURING FEBRUARY 1957
Feb. '57
Jan.-Feb. '57
Feb. '56
Jan.-Feb. '56
AGRICULTURE & FARMING $
$
$ 32.697
S 65,091
APPAREL. FOOTWEAR & ACCESS.
218,719
502,440
287,429
562.449
BEST FOODS !
; 94,471
AUTOMOTIVE. AUTO EQUIP. & ACCESS.
3.732,274
8.229,164
4.830,716
10.305,603
CHRYSLER
1,432,575
BEER, WINE & LIQUOR
548,369
1,149,572
544,697
1.096,193
JOSEPH SCHLITZ BREWING 218,178
BUILDING MATERIALS. EQUIP. & FIXTURES
284,119
560,236
248,095
415,328
GENERAL ELECTRIC
69,120
CONFECTIONERY & SOFT DRINKS
671,591
1,372,211
854.344
1,731.004
COCA-COLA
276,077
CONSUMER SERVICES
361,920
721,818
JJ,JOU
Q8
yo . / y j
AT&T
250,908
DRUGS & REMEDIES
3,787.482
7,923,275
3,063.268
6,253,184
AMERICAN HOME PRODS.
1.203,340
FOOD & FOOD PRODUCTS
8,273,367
17,220,530
7,262.118
14.566.911
GENERAL FOODS
1,393,083
GASOLINE, LUBRICANTS & OTHER FUELS
231,054
459.852
340.854
714.570
GULF OIL
188,856
HORTICULTURE
51,720
HOUSEHOLD EQUIPMENT & SUPPLIES
1,551,190
3,466,746
2.382.084
5,044,063
WESTINGHOUSE ELECTRIC
349,820
HOUSEHOLD FURNISHINGS
256,515
461,115
" 206,190
406,642
ARMSTRONG CORK
174,880
INDUS TRLAL MATERIALS
1,777,900
2,500.780
780.727
1,590,536
U. S. STEEL
187,830
INSURANCE
495,132
907,176
346.119
766,369
JOHN HANCOCK
80,148
JEWELRY'. OPTICAL GOODS & CAMERAS
674.886
1,378.419
389,545
673.509
BULOVA WATCH
247,764
OFFICE EQUIP., STATIONERY &
WRITING SUPPLIES
339,919
371,506
315,822
694,355
HALLMARK CARDS
145,680
PUBLISHING & MEDIA
250,112
508,302
108,756
207,181
TIME INC.
250,112
RADIO. TV SETS. PHONOGRAPHS,
MUSICAL INSTRUMENTS & ACCESS.
319,993
837,303
649.575
1,495,880
RCA
150,425
SMOKING MATERIALS
3.320,908
6,913,268
3.571.397
7.128,337
R. J. REYNOLDS TOBACCO
850,855
SOAPS, CLEANSERS & POLISHES
5.138.608
10.608.391
4.569.990
9,138,714
PROCTER & GAMBLE
3,283,130
SPORTING GOODS & TOYS
31,567
63.074
31.398
73,344
MATTEL
31.567
TOILETRIES & TOILET GOODS
7,394.338
15,882,557
6,054.021
12.517,241
COLGATE-PALMOLIVE
1.071,890
TRAVEL. HOTELS & RESORTS
77.939
153,452
41.400
103,230
PAN AMERICAN
77,939
MISCELLANEOUS
301,176
628,167
244.749
440,631
QUAKER OATS
99,861
TOTAL
39,439,078
82,941,074
37.191.571
76,089,188
Source: Publishers Information Bureau
mmmmmmmmrnmmmmmmmmmmm
SI &
I
I
I
SB
§H
1:§
ii
H
Troadcasting
Telecasting
May 13, 1957
Standard of Indiana to Use
Radio-Tv in 'Big Change'
STANDARD OIL Co. (of Indiana) will use
its present lineup of 37 radio and 41 tv
stations and a "new approach to television
commercials" in its Midwest marketing area
to promote its "Big Change" campaign fea-
turing two new gasolines, the company is
announcing today (Monday).
The drive will run from mid-May through
August, stressing Gold Crown Super pre-
mium and Red Crown King Size regular
gasolines in one of Standard's largest adver-
tising campaigns in its 68-year history, ac-
cording to Wesley I. Nunn, advertising man-
ager.
Spot announcements will accent "The Big
Change" on Standard's news, weather, sports
and film programs. Several of its 17,000
service station dealers plan to supplement
the company program with their own locally
sponsored advertising. Suggested spot an-
nouncement copy and other aids will be
made available to dealers.
New tv commercials for the two gasolines
will combine animation, live action and
special effects "to stimulate the imagination
of the viewer and get him to try the prod-
ucts," Mr. Nunn revealed.
Main Named R&R Marketing Head
WILSON J. MAIN, vice president and di-
rector, Ruthrauff & Ryan, New York, and
with the firm since 1935, has been appointed
director of marketing, it has been announced
by F. Kenneth Beirn, president.
The marketing department will coordinate
marketing, research and media. Daniel M.
Gordon will continue as vice president and
director of media. The appointment, Mr.
Beirn explained "marks a greatly expanded
marketing, research and media department
for greater depth of service to our clients."
FC&B's Hunt Dies in Chicago
FUNERAL services were held Wednesday
for lohn F. Hunt, 59, senior vice president,
director and member of the plans board of
Foote, Cone & Belding, Chicago, who died
May 4 after a long illness. He started his ad-
vertising career with General Outdoor Co. in
1924 and later was account executive at
Maxon Inc. and Young & Rubicam before
joining FC&B in 1942. Also active in civic
affairs, Mr. Hunt was director of the Greater
North Michigan Avenue Assn. Survivors in-
clude his wife, Bernice Brooks Hunt, and a
daughter, Mrs. John A. Juhnen.
'Best of Post' to Be Previewed
A PILOT film of The Best of the Post, se-
ries of 39 half-hour color films for tv pro-
duced by Robert J. Enders Inc., Washing-
ton, is being shown to agency representa-
tives Wednesday in New York and Friday
in Chicago, according to an invitation sent
agencies by Curtis Pub. Co., Philadelphia.
Curtis granted Enders rights to stories from
the Saturday Evening Post for the series.
The New York showing will be held at 9:30
a.m. at the Guild Theatre, 33 W. 50th St.
and in Chicago at 10 a.m.. Esquire Theatre.
58 E. Oak St.
Schick Inc., Lancaster, Pa., has signed as
alternate week sponsor of NBC-TV's new
Gisele MacKenzie Show (Saturday, 9:30-10
p.m.) effective Oct. 5. The program already
has been pacted by Scott Paper Co., which
will kick off the new series Sept. 28. Agen-
cies placing the sponsorships are Benton &
Bowles for Schick and J. Walter Thompson
Co. for Scott Paper.
Whitehall Pharmacal Co., through Ted Bates
Inc., N. Y., and Helene Curtis, through
Earle Ludgin Co., Chicago, have signed to
sponsor half-hour summer drama series on
CBS-TV starting May 11 in Sat., 9:30-10
p.m. period. Sponsors will alternate. Series,
5. R. O. Playhouse, consists of film re-runs
from CBS-TV Schlitz Playhouse produced by
Revue Productions.
Purex Corp. has signed for full-hour, alter
nate week sponsorship of CBS-TV's Pern
Mason series starting Sept. 21. Series wil
be aired Saturday, 7:30-8:30 p.m. EDT
Agency for Purex is Edward H. Weiss i.
Co., Chicago.
American Chicle Co., Long Island City
N. Y., renews alternate-week sponsorship o
Jim Bowie on ABC-TV (Fri., 8-8:30 p.ro
EDT). Agency: Ted Bates & Co., N. Y.
Swift & Co., Chicago, renews sponsorship o
Fri., 3:15-30 p.m. EDT segment of Hous,
Party (CBS Radio, Mon.-Fri., 3-4 p.m
EDT) for 52 weeks, effective June 7. Agen
cy: McCann-Erickson, Chicago.
Pabst Brewing Co. (Blue Ribbon beer, Ok
Tankard ale), Chicago, buys Pabst Myster
Theatre, Screen Gems series with Georgi
Sanders, on NBC-TV, Sat., 9-9:30 p.m
(EDT), starting June 22. Agency: Lei
Burnett Co., same city.
SPOT BUYS
Oregon State Highway Commission, Port
land, on May 7 starts participations ii
Panorama Pacific on seven-station CBS Tel
evision Pacific Network, Mon.-Fri., 7-9 a.m
Agency: Cole & Weber, Portland.
AGENCY APPOINTMENTS
Wm. Wrigley Jr. Co. appoints Publicidai
Badillo Inc. (Puerto Rico agency), N. Y
office for its Spanish market in N. Y. area.
Pal Blade Corp. Ltd., subsidiary of Amer
ican Safety Razor Corp., N. Y., appoint
BBDO, N. Y.
American Petroleum Institute appoint
BBDO, N. Y., to supervise preparation o
several proposed television presentations t(
be made in 1959 in celebration of 100th an
niversary of oil industry in America.
Western Airlines appoints Noble Adv., Mex
ico City, as associate agency of BBDO ii
handling its advertising.
Cranberry Institute (canned, fresh, frozei
and liquid cranberry products) appoint
Charles F. Hutchinson, Boston.
THE symbolic arrangement of pens
stands for Hope, which is what U. S.
Time Corp., its agency, Peck Adver-
tising, and NBC-TV have for the
1957-58 season. Time has signed to
sponsor six one-hour variety shows
starring Bob Hope next season on
NBC-TV. Principals who closed the
deal are (1 to r) : William R. Good-
heart Jr., NBC vice president for tv
network sales; Robert E. Mohr, di-
rector of sales for U. S. Time, and
Sidney Garfield, chairman of the board
of Peck.
NETWORK BUYS
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,673,000 people in the U. S. over 12 years of age during the
week, April 28-May 4. This is how they spent their time:*
64.3% (78,927,000) spent 1,597.6 million hours watching television
53.9% (66,102,000) spent 968.4 million hours . listening to radio
79.7% (97,770,000) spent 386.1 million hours reading newspapers
27.7% (33.980,000) spent 139.5 million hours reading magazines
20.3% (24,903,000) spent 229.6 million hours watching movies on tv
31.4% (38,464,000) spent 159.6 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts. Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies" category, which Is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page 40 • May 13, 1957
Broadcasting • Telecastini
KMTV serves a $2i/2 billion "plus" market
area . . . proven by new 1957 Survey of Buying
Power figures and Nielsen Coverage Report data.
N.C.S. No. 2 reveals KMTV serves 84 counties and
more TV homes . . . 412,250 . . . than any other
station in Nebraska, Iowa and Kansas. See your
Petry representative today!
COLOR TE
Represented by
EDWARD PETRY & CO., INC.
i
(Broadcasting • Telecasting
May 13, 1957
• Page 41
RADIO WEEK GETS TOP SUPPORT
• May 5-1 1 promotion gets full backing all across nation
• Sweeney, Webb, Karol forecast even greater radio gains
FOUR broadcast trade associations wound
up the 1957 version of National Radio Week
with the conviction that public appreciation
of the medium's national role is increasing.
The associations — NARTB, Radio-Electron-
ics-Tv Mfrs. Assn., National Appliance &
Radio-Tv Dealers Assn. and Radio Adver-
tising Bureau — agreed this year's promotion,
which ended Saturday, far exceeded any past
observance.
Luncheon clubs and other organizations
heard literally thousands of talks last week,
augmenting the program and announcement
campaigns carried on radio networks and
individual stations. Dealers all over the na-
tion had special displays and public relations
material.
Kevin Sweeney, RAB president, set the
pace for speechmakers in a series of lunch-
eon talks all over the country. At the Wash-
ington Ad Club Tuesday he predicted $750
million radio revenue in 1957. Recalling ra-
dio's transition from a glamour medium in
pre-tv days to a low-cost mass medium, he
said the local advertiser now is the biggest
radio customer whereas national sponsors at
one time had the prime hours.
In 10 years, Mr. Sweeney said, radio will
be a $2 billion medium. He predicted it will
fit perfectly into the new "suburbia" markets
that are developing around the nation. He
said "excitement has returned to radio ad-
vertising," illustrating the point with re-
corded commercials. The news potential of
radio is just starting to be realized, he said,
adding that radio once again is "fashionable"
with advertisers and agencies. He presented
success stories dealing with radio advertising
campaigns staged by Listerine and Whit-
man candy.
Larry Webb, managing director, Station
Representatives Assn.. made Radio Week
presentations in Dallas and Houston. In his
talk he predicted that when final tabulations
were available, it would show that spot radio
for the first quarter of 1957 exceeded the
first quarter of 1956 by at least $20 million.
John Karol, vice president in charge of
network sales for CBS Radio, paid tribute
to National Radio Week in a speech to the
Assn. of Broadcasting Executives in Dallas
last week. He cited CBS Radio's $5.5 mil-
lion time sale to the Ford Motor Co. and
noted that the radio network's Monday-
Friday daytime sales have more than dou-
bled in less than a year.
He said that the medium possesses "unique
characteristics in the current advertising
market" in having "affordable frequency." He
stated that advertisers have "come to realize
that there must be a day to day pounding
away . . . and it must be low-cost pounding.
This is the area in which radio excels," he
added.
Radio stations across the country joined
NARTB President Harold E. Fellows in
saluting National Radio Week on ABC
Radio's Ted Malone Show last Friday.
Four different local cut-ins were arranged
during which officials of the affiliated sta-
tions could develop, on a local basis, points
which Messrs. Fellows and Malone were
making in the main body of the network
feed. These included local accounts of
(1) what effect an interruption in station
broadcasting would have on the com-
munity. (2) highlights of the stations' early
days; (3) attention-getting local broadcasts
of past or present and (4) local public serv-
ice features.
Three U. S. senators, in addresses on the
Senate floor, cited National Radio Week
IKE SALUTES RADIO
THE NATION'S No. 1 citizen— Pres-
ident Eisenhower — last week added his
salute to the many tributes offered in
observance of National Radio Week.
In a telegram to NARTB President
Harold Fellows, Mr. Eisenhower cited
the radio industry's "continued growth
and service" and stated that radio "has
become an indispensable part of Amer-
ican life since the birth of the industry
only 37 years ago. As a means of com-
munication, [it] has served America
by informing, educating and enter-
taining."
The President also extended his con-
gratulations to the radio industry and
noted the medium's public service "in
times of catastrophe and natural dis-
aster."
and saluted the radio as a vital link be-
tween the government and the people. They
noted the growth of radio in the nation as
one of the most important means of mass
media communication. Speaking to the Sen-
ate on the national observance were Sens.
Mike Mansfield (D-Mont.), Leverett Salt-
onstall (R-Mass.) and Alexander Wiley (R-
Wis.).
From individual stations B«T received
these reports of Radio Week activity:
WAAB Worcester, Mass., opened radio
week with Vera Green, station personality,
doing her broadcast from a jet training plane
flying at 18,000 ft. The flight was arranged
to call attention to radio's mobility.
Connecticut Gov. Abraham A. Ribicoff
issued a proclamation citing radio stations
in that state for "displaying an enlightened
awareness of their civic duty in the cultural
and educational fields."
ABC Radio President Robert E. Eastman
gave a special talk over the network on
GOVERNOR Cecil H. Underwood of W. Va.
issued a commendation for state broadcasters
during National Radio Week. Tom Garten, as-
sistant manager of WSAZ-AM-TV Huntington,
and John T. Gelder Jr., general manager of
WCHS-AM-TV Charleston, were present.
WISCONSIN joined in the general tribute paid to radio during this month.
Watching as Governor Vernon Thomson signs the state proclamation are
(1-r): Ken Schmitt, general manager of WIBA Madison; Edwin Conrad,
executive secretary of the Wisconsin Broadcasters' Assn.; Ben Hovel, general
manager of WKOW Madison, and H. B. McCarty, director of WHA, the U.
of Wisconsin station.
Page 42 • May 13, 1957
Broadcasting • Telecasting
Another facet of the fabulous
ONLY THE PIANO IS A PROP
Meet the Waking Crew, 23 strong
and alive, every morning on WSM
story . • .
if th ere is a d if ference . . . it's WSM RADIO
50,000 WATTS, CLEAR CHANNEL, NASHVILLE • BLAIR REPRESENTED
Broadcasting • Telecasting
May 13, 1957 • Page 43
an OPEN LETTER
to a worthy competitor . .
The trade journals have carried a series of highly interesting
full page ads under your call letters which claim . . . "more listeners, more cover-
age than any other full-time station in the entire State of Texas." Also you have
purported to have . . . "the only full-time 50,000 watt station in the Dallas-Ft.
Worth area."
Claims should be substantiated by facts if they are not to
mislead. Therefore, we feel it is necessary to set the record straight on Texas
Radio and NCS #2.
Item: WFAA-WBAP-820 is a "full-time" 50,000 watt
NBC affiliate.
Item: WFAA-WBAP-820 is the only "clear channel" class
1A station in North Texas.
Item: WFAA-WBAP-820 has more listeners, more coverage
than any other station in Dallas-Ft. Worth.
Item: WFAA-WBAP-820 has more listeners, more coverage
than any other station in the entire state of Texas.
Please examine the figures from the very latest NCS #2 in
the adjacent column.
After a quick look to set the record straight, it's clearly seen
why . . . for the most coverage, the most listeners, and the most results . . . most
advertisers use WFAA-820!
Cordially yours, ,
/
Alex Keese, Director
WFAA RADIO
WFAA-820 • 50,000 WATTS • NBC • DALLAS, TEXAS
Here are the facts from NCS*2 for the Dallas -Ft Worth Stations:
COVERAGE
CIRCULATION
STATION
WFAA-WBAP-820
Network Station
WFAA-WBAP-570
Station "A"
Station "B"
Station "C"
Station "D"
Station "E"
STATION
WFAA-WBAP-820
Network Station
WFAA-WBAP-570
Station "A"
Station "B"
Station "C"
Station "D"
Station "E"
MONTHLY WEEKLY
(N) 591,740 544,000
(C) 510,750 463,720
(A) 283,960 256,260
(I) 183,760 167,230
(M) 93,770 85,350
(M) 74,790 71,250
(I) 49,810 45,700
( I ) 46,090 39,220
DAYTIME NIGHTTIME
WEEKLY WEEKLY
(N) 512,650 353,390
(C) 402,790 302,620
(A) 248,900 157,310
(I) 164,790 61,170
(M) 81,870 36,460
(M) 64,970 36,690
(I) 43,140 16,150
( I ) 39,220 Daytime only
Here are the facts from NCS *2 for the first six stations in the entire
state of Texas:
COVERAGE
CIRCULATION
STATION MONTHLY WEEKLY
WFAA-WBAP-820 (N) 591,740 544,000
Dallas Network
Station "C" 510,750 463,720
San Antonio
Station (N) 353,920 314,510
WFAA-WBAP-570 (A) 283,960 256,260
Houston Station (C) 234,140 214,730
Houston Station (N) 217,600 196,340
DAYTIME NIGHTTIME
STATION WEEKLY WEEKLY
WFAA-WBAP-820 (N) 512,650 353,390
Dallas Network
Station "C" 402,790 302,620
San Antonio
Station (N) 246,660 235,250
WFAA-WBAP-570 (A) 248,900 157,310
Houston Station (C) 200,050 115,940
Houston Station (N) 185,510 103,270
WFAA
50 OOO WATTS
SOOO WATTS
DALLAS
NBC • ABC - TQN
REMINDING the community of the achieve-
ments of radio. Mayor Raymond R. Tucker
issued a Radio Week proclamation in St. Louis.
Mayor Tucker (1), was presented with a port-
able transistor radio by Elzey Roberts Jr., (r),
president of KXOX that city, and Chet Thomas,
vice president-general manager of the station.
MAY was declared Radio Month in Philadelphia by Mayor Richardson
Dilworth. Gathered to receive the tribute to the city's stations were (seated,
l-r): Joseph Tinney, WCAU; Mayor Dilworth and Benedict Gimbel Jr..
WIP. Standing (l-r): James J. Gray, WFLN; Lloyd E. Yoder, WRCV;
George Kohler. WFIL; Jack Mahoney, WIBG; William A. Banks, WHAT;
Patrick Stanton, WJMJ; Murray Arnold, WPEN; Robert Klein, WDAS, and
Austin Marshall, director of the Philadelphia Broadcasters Assn.
"The Power of Radio" and noted "the re-
sponsibility of radio to be ready at all
times to reach its audience with news and
entertainment." He stated that a radio net-
work can reach millions at the flick of a
switch and that "this is our power."
Monitor carried a salute to radio by the
four network heads: ABC's Robert East-
man, CBS' Arthur Hull Hayes, MBS'
Richard B. Poor and NBC's Matthew J.
Culligan.
In observance of the special week, the
City Council of Oneonta, N. Y., approved
the renaming of its Main St. to WDOS Ave.
All WDOS announcements for Main St.
sponsors gave their addresses as WDOS
Ave.
WENE Endicott, N. Y., distributed roses
and portable radios to patients in four area
hospitals.
In a proclamation, Pittsburgh Mayor
David L. Lawrence praised radio for its
"many signal contributions to the economic,
technological and cultural development of
our society."
WILY Pittsburgh gave away 10 RCA
Victor clock radios, one every hour on the
hour, during a special broadcast day.
As its contribution to National Radio
Week, the Pittsburgh Radio-Tv Club con-
ducted a "Go-to-the-Church-or-Synagogue-
of-Your-Choice" campaign.
WWDC Washington conducted a contest
to find the most unique radio listener in its
area and presented the winner with a Zenith
transistor radio.
Personalities on all Charlotte (N. C.)
radio stations, WBT, WSOC, WAYS, WIST.
WGIV and WWOK made spot announce-
ments all week in salute to radio.
Five Cleveland, radio stations — KYW,
WERE, WGAR, WHK and WJW— worked
together and broadcast spot announcements
prepared by RAB. Station breaks were given
in following form: "This is station XXX
joining stations such-and-such in saluting
National Radio Week."
West Virginia Governor Cecil H. Under-
wood issued a proclamation urging people
throughout the state to observe National
Radio Week.
WSAZ Huntington, W. Va., observed ra-
dio week with merchants and advertisers
AND YET another observance, this time in St. Petersburg,
Fla., where Mayor Samuel B. Johnson gave official approval
to the occasion. Pleased observers at the signing were (l-r):
Fred P. Shawn, WSUN; Art Mundorff, WPIN, and Marshall
Cleaver, WTSP, who represented the three St. Petersburg
stations.
THE SECOND annual observance of National Radio Week was
marked by Governor Averell Harriman of New York. Atten-
tively observing the signing of the proclamation were (l-r);
E. R. Vadeboncoeur, president of WSYR Syracuse; Welling-
ton Wales, director of the N. Y. State division of publicity,
and Merle Galusha, general manager of WGY Schenectady.
Page 46 • May 13, 1957
Broadcasting • Telecasting
Famous on the Georgia Scene
LAKE CHATUGE. luring fishermen to its bass-filled waters,
lies tucked away among the gently sloping mountains of
northeast Georgia — an area fully covered by WAGA-TV,
also famous on the Georgia scene. Covering more than half
the state's population with over half of the retail sales and
spendable income. WAGA-TV consistently gains top ARB
and Pulse ratings. It's the No. 1 television station in the
Southeast's No. 1 market.
waga-tv
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-111 Sutter St.
Represented Nationally by THE KATZ AGENCY, Inc.
TRADE ASSNS.
acting as guest announcers. In addition, local
drugstores carried "Radio Sundaes."
WGN Chicago conducted a "Why I Like
Radio" contest and gave a luncheon for
club from churches, hospitals, schools and
various other fields. Chicago Mayor Richard
Daley issued a proclamation citing radio and
its service.
The Paragould (Ark.) Kiwanis Club in-
vited owners of KDRS that city to a luncheon
and surprised them with a special radio ap-
preciation program which was broadcast.
WCCO Minneapolis offered to repair one
out-of-order radio for each of the first 10
persons to telephone the station.
KCMO Kansas City saluted radio with
contests for listeners, statements from civic
leaders, special on-the-spot reports from
KCMO "News Cruisers" and a saturation
campaign of jingles prepared by RAB.
Longview, Tex., Mayor J. Clyde Tomlin-
son issued a proclamation commending
KFRO that city and citing radio's contribu-
tions.
California Governor Goodwin J. Knight
issued a proclamation in connection with
Radio Week.
KCBS San Francisco and WEEI Boston
exchanged tapes of their personalities who
saluted radio week. All tapes "emphasized
the national aspect of radio, especially the
CBS Radio Network."
KGFJ Hollywood carried tapes 24 hours
a day for the entire week of different per-
sonalities who saluted radio.
KYA San Francisco used the theme "Ra-
dio Is Bigger than Ever" and publicly dis-
played the "World's Largest Microphone"
which was a self-contained remote broad-
casting unit and public address system
measuring 14 feet in height. It was a
replica of the KYA studio microphone.
The Southern California Broadcasters
Assn. selected a "Miss Radio Week" to
represent Southern California radio during
the week.
FCC Comr. Rosel H. Hyde checks the recep-
tion on a horse wired for sound by WW DC
Washington to mark National Radio Week.
RAB Radio Survey Studies
Engineers' Listening Habits
IN ITS continuing analysis of radio listening.
Radio Advertising Bureau now turns its
spotlight on engineers. The new study en-
titled "The Radio Listening Habits of En-
gineers," was conducted by Pulse Inc. and
indicates that virtually all men in the engi-
neering profession are regular radio listen-
ers.
Among the facts divulged by this study
are nearly half of the engineers who hear
radio are regular listeners to automobile re-
ceivers, three out of four of these listening
en route to work, and half tuning in after
work. Other favored listening posts are, in
this order, kitchen, bedroom and living
room. Radio news is the program preference
of more than nine out of every ten engineer
"radio regulars" with musical programs a
close second choice. At least seven of every
ten listen to radio before going to work and
an even greater percentage are in the audi-
ence between leaving work and bedtime.
RAB claims.
The results of this study have been pub-
lished in a folder which RAB is distributing
to members, agencies and station representa-
tives.
N. Y. AWRT Elects Helen Hall
HELEN HALL, "roving reporter" for
NBC's Monitor and conductor of MBS"
Living World, was elected president of the
New York chapter of American Women in
Radio and Television last week, for a one-
year term. Other officers elected for one
year were: Mimi Hoffmeir, manager of pro-
gram analysis, NBC, first vice president; Jo
Anne Welsh, CBS-TV story department,
second vice president, and Babette Doniger,
Editorial Films Inc., corresponding secre-
tary. Elected for two-year terms were:
Mary McDonnell, audience promotion as-
sistant, WNYC New York, radio director:
Grace Johnsen, director of continuity ac-
ceptance. ABC, network director, and Kate
Stahl, Dudlev, Anderson & Yutzy. director
to represent associates. Lillian Okun, writer-
producer, WMCA New York, now is ex-
ofricio president.
Miss. UP Broadcasters Elect
DICK SANDERS, news director of WJDX-
AM-FM and WLBT (TV), both Jackson,
Miss.; and John Bell, manager of WCMA
Corinth, Miss., were re-elected president and
vice president, respectively, of the Missis-
sippi UP Broadcasters Assn. at the group's
annual meeting in Biloxi on April 26.
The broadcasters, representing nearly all
of the 42 UP radio and tv clients in that
state, voted unanimously in favor of a res-
olution praising the UP for its progress in
local news coverage.
AFA Honors Ad Week Leaders
ADVERTISING Federation of America has
awarded distinguished service plaques to
three advertising leaders active in February's
National Advertising Week. Plaques were
given to: Thomas D'Arcy Brophy, national
chairman of Advertising Week for 1957 and
chairman, Kenyon & Eckhardt; John P.
Cunningham, president of "task force"
agency Cunningham & Walsh, and Eugene
McKim, vice chairman of the national com-
mittee and advertising manager, Western
Farm Life, Denver.
Elon G. Borton, AFA president and gen-
eral manager, was awarded a Medal for
Distinguished Service to Journalism and
Advertising by the U. of Missouri School
of Journalism in ceremonies saluting Jour-
nalism Week there.
Pioneers' Party to End Season
RADIO PIONEERS will wind up this sea-
son with a party Wednesday at the Nicholas
Murray Butler Room of the Columbia U.
Club, New York. A Radio Pioneers' honor
roll will be established, inaugurating an
honorary life membership for those mem-
bers who have "retired" from active busi-
ness within the past year. New officers for
the coming year will be inducted. They
are Gordon Gray, vice president, RKO-
Teleradio, president; Jeff Sparks, United
Nations radio officer, vice president; Arthur
Simon, advertising manager, Radio-Tv
Daily, vice president; Ralph Weil, general
manager, WOV New York, vice president:
E. B. Lyford, NBC station relations, secre-
tary; Charles Wall, president, Associated
Music Publishers, treasurer; M. J. Shapiro,
Broadcast Music Inc., executive secretary.
Court Coverage Increasing
COVERAGE of court trials by radio, tv
and newspaper cameras is increasing despite
the restrictive Canon 35 of the American
Bar Assn., the annual Law Day of George
Washington U. Law School was told May
4 in a debate on court coverage.
Vincent T. Wasilewski. NARTB govern-
ment relations director, showed the film of
the John Gilbert Graham murder trial in
Denver. Richard P. Tinkham, Indiana at-
torney and ABA public relations commit-
tee head, said the camera has an important
psychological effect in trials. Herbert Bruck-
er, Hartford Courant editor, contended
microphones and cameras guarantee a fair
trial. He and Mr. Wasilewski argued the
public is entitled to full coverage.
Tv Allowed in Florida Chamber
TELEVISION cameramen are allowed in
the Florida House of Representatives under
a rule adopted by that body. While the
question has not come up in the Senate, tv
newsmen have telecast that body's proceed-
ings this session without interference.
Goldenson to Address RTES
LEONARD H. GOLDENSON. president
of American Broadcasting-Paramount The-
atres Inc.. will speak Wednesday at the in-
stallation of officers of the Radio & Tele-
vision Executives Society at a luncheon at
the Palm Terrace Room in the Hotel Roose-
velt. New York.
Page 48 • May 13, 1957
Broadcasting • Telecasting
pick a number from
to
No matter how many feature films your station programs,
MGM-TV has a plan to fill your needs— a plan that will
bring you higher audience ratings and bigger sales increases
than you ever imagined.
For "one-time1' impact, choose single pictures, individu-
ally priced in keeping with their fabulous audience appeal.
Or, for maximum economy, choose one of the already-
packaged groups, consisting of from 100 to more than
700 titles of the greatest motion pictures ever produced.
\\ rite, wire or phone
now to determine il
your market is still
available.
A SERVICE OF
LOEWS INC.
701 Seventh Avenue, New York
Richard A. Harper, General Sales Manager
the fabulous features that
Quoting Marge Pressey, in her weekly Somerset Reporter column,
Diary of a Skowhegan Mother of Six:
"In my opinion, one of the very best programs on TV for pre-
school children these days is Romper Room on Channel 6 at 9 :30 a.m.
. . . Miss Connie, Romper Room's 'teacher,' is such an attractive person
and has such a lovely personality, the children just adore her."
What do Romper Room sponsors say?
MAINE SAVINGS BANK— "We have found Romper Room success-
ful in soliciting new accounts among the younger age groups and their
parents."
OAKHURST DAIRY — "A quality presentation combining child de-
velopment and entertainment values with unique sales-service appeal."
KIDDYLAND — "Romper Room is excellent as a vehicle of both edu-
cational influence and entertainment. It has brought many new cus-
tomers to us."
We say: "See your nearest WEED-TV man for availabilities."
wcsh-tv r»:
TRADE ASSNS. '
Georgia Broadcasters Help Cut
Weekend Automobile Death Toll
GOV. Marvin Griffin of Georgia and State
Patrol director, Col. W. C. Dominy, con-
gratulated the Georgia Broadcasters Assn.
for its part in a statewide traffic safety pro-
gram called "Deathless Weekend."
During the weekend of the program there
were only two fatalities from May 4-5 com-
pared to 15 during the like 1956 period.
Stations throughout Georgia remained on
the air for the 54-hour period, preaching
caution and featuring on-the-scene mobile
unit radio reports of accidents. Col. Dominy,
praising the promotion, said, "It was such a
fine piece of work, I wish we could stage
such a program every weekend."
Churchman Asks for Free Time
FREE broadcast time for religious program-
ming and establishment of station policy
for religious telecasts were recommended
by a Protestant church leader at a meeting
of the Church Federation of Greater Chi-
cago's radio-tv department.
The Rev. Everett C. Parker, director of
the communication office, Congregational
Christian Churches, described the practice
of selling such program time as a "threat"
to free religious expression.
TvB to Ponder Aid to Retailer
HOW television can help the retailer will be
the theme of a special "bread and butter"
presentation to be staged May 22 by Tele-
vision Bureau of Advertising at the three-
day midyear convention in New York of the
National Retail Dry Goods Assn. TvB of-
ficials— as yet undesignated — will take active
part in the presentation, one of many staged
by all media representatives from May
20-22.
Vermont Enacts Free News Law
A NEW freedom of information law has
been enacted in Vermont, backed by sup-
port of broadcasters and newspaper inter-
ests. The bill restricts closed sessions by
legislative groups. Penalty is up to $500
fine for violation.
RADIO NEWS VALUE
RADIO'S immediacy as a news me-
dium was demonstrated Thursday to
the Jersey City (N. J.) Kiwanis Club
by Donald N. Martin. NARTB public
relations assistant to the president. As
he closed this talk, a newscast from
WAAT Newark was fed to the Ki-
wanians. This newscast included a
summary of the remarks. Mr. Martin
said in his talk that news is being
broadcast in increasing volume, with
networks now having hardly a half-
hour in the day without a news pro-
gram.
Page 50 • May 13, 1957
Broadcasting • Telecasting
r
WE'RE
THE HIGHEST
COMMON DOMINATOR
It's common for WBT to dominate, but thanks to Henry Clay of KWKH, Shreve-
port, who had the contest, to the contestants who had the curiosity, and to Nielsen,
who had the confirmation, now we know:
That WBT Radio is one of the top three Metropolitan stations in the nation in
margins of weekly audience superiority over its next home-county competitor, both
locally and in total audience reached.
of 894.9% in station total homes reached weekly.
This type of dominance is a common occurrence in WBT history, ancient and
modern. First licensed broadcasting station in the Southeast, 50,000 watt WBT to-
day, in its 36th year, also has the largest share-of-audience (Pulse) in Charlotte, morn-
ing, afternoon, and evening, Monday through Friday, the biggest stable of talent,
the brightest showcase of awards, including a 1957 Ohio State— in short, the big-time
radio operation in its rich area.
It will be common for you to dominate, too, if you're on WBT.
These margins of superiority are leads of 72.5% in home county audience and
WBT Radio
CHARLOTTE
Colossus of the Carolinas
JEFFERSON STANDARD BROADCASTING COMPANY
Represented Nationally by CBS Radio Spot Sales
Broadcasting • Telecasting
May 13, 1957 • Page 51
I
Too
ncs # 2 shows woai has MORE:
• LISTENERS • COVERAGE . . .
MONTHLY / WEEKLY / DAILY
WOAI HAS:
248
Q7 MORE RADIO HOMES
/O than SAN ANTONIO STATION #2
363%
MORE DAILY COVERAGE
than SAN ANTONIO STATION #2
Oft A °7 MORE WEEKLY COVERAGE
iOV /O than SAN ANTONIO STATION #2
Count 50% counties — count all counties —
count circulation in radio homes reached and,
as usual, it takes BIG WOAI RADIO to cover
BIG SOUTH TEXAS (and lots of bonus area, too!)
Get the detailed story from your Petry-man or
write WOAI Radio Sales.
NBC AFFILIATE Represented Nationally by EDWARD PETRY and COMPANY INC.
Page 52 • May 13, 1957
Broadcasting • Telecasting
GOVERNMENT
CELLER DRAFT MEETS OPPOSITION
• Some members of House antitrust unit not satisfied
• 30-page staff draft opposes option time, must-buys
A STRONG movement got under way on
Capitol Hill last week to draw the sting
from the staff-drafted report of the House
Judiciary antitrust subcommittee investiga-
ting television broadcasting.
At the first executive session of the sub-
committee last Monday at which the sug-
gested report was on the agenda, a spirited
discussion among the seven committee mem-
bers took place, it was understood. Another
meeting on the controverted report is sched-
uled to take place today (Monday).
Rep. Emanuel Celler (D-N. Y.). chair-
man of the group, estimated the final com-
mittee report may not be ready for two
weeks to a month.
One committee member expressed the
opinion the report when issued would be
more "reasonable" than the recommenda-
tions drafted by the staff.
The draft report, running to about 30
pages in printed, galley form, strongly rec-
ommends that the FCC act to abolish net-
work option time and must-buy practices.
It also raps the FCC for not holding a
hearing on the 1955 exchange of stations
between NBC and Westinghouse Broadcast-
ing Co.
The report comes out staunchly against
any change in the present multiple owner-
ship rules, in the present three-year license
terms, and in the present two-year network
affiliation period.
It calls on the Commission to make public
the terms of network affiliation contracts.
The draft report urges the Department of
Justice to act against purported tie-ins be-
tween network-owned programs and the sale
of time to advertisers, and also to examine
the monopolv aspects of the industrv-owned
BMI.
At one point the report discusses the rate
of return on invested capital of the networks,
and. although ascribing these profits as
"modest" in comparison to the net income
of comparable media, emphasizes that net-
works are using the public domain and li-
censed facilities to purvey their programs.
There is an inescapable implication in
that section of the proposed report that net-
work income should be regulated.
Committee members who are questioning
various aspects of the draft report include
both Democratic and Republican members,
I it was known. In addition to Rep. Celler.
the committee comprises the following:
Democrats — Peter W. Rodino Jr. (N. J.),
Byron G. Rogers (Colo.). Tester Holtzman
(N. Y.); Republicans — Kenneth B. Keating
(N. Y.), William M. McCullough (Ohio),
and William E. Miller (N. Y.).
Subcommittee staff members include
Herbert N. Maletz. chief counsel: Kenneth
R. Harkins. co-counsel; Samuel R. Pierce
Jr.. associate counsel, and Teonard Appel
and Julian H. Singman, assistant counsel.
The television hearings before the House
Judiciary subcommittee took place in Wash-
ington in late June and early July and again
in New York the second half of September
1956.
The staff report, which has been in the
hands of committee members for the last
two weeks, presses the FCC to broaden the
scope of its deintermixture proceeding. It
calls for more deintermixed areas than have
been authorized in the February moves.
It also chides the FCC for not acting more
vigorously in pending vhf comparative hear-
ing cases. Earlier final decisions in some of
the major metropolitan cities would have
equalized facilities in important markets
much sooner, it says.
One of the most significant sections of the
proposed report refers to the network's
"sheltered" position as related to their finan-
cial returns on invested capital. Although
the report declares that networks" profits are
"modest" compared to those from maga-
zines, newspapers and motion pictures, it
implies that because the networks use a
public facility (the air) the financial returns
should be regulated.
It also recommends against relaxation
of the present multiple ownership limita-
tions. This forbids any single entity to own
more than seven stations in any of the three
broadcast areas — am, fm and tv. In tele-
vision, the rule limits ownership to no more
than five vhf outlets.
In an allusion to purported tie-in sales of
network-owned programs and time sales to
advertisers, the report calls on the Depart-
ment of Justice to continue "with the utmost
vigor and dispatch" its announced investi-
gation of these alleged practices.
The FCC. the report declares, should scru-
tinize network affiliation contracts more
closely for conflicts with the chain broad-
cast rules, which forbid network control
over rates and programming of individual
licensees. It also implies the FCC should
remove the seal of confidence on network-
station affiliation contracts and make them
public.
The report opposes any lengthening of
the present three-year license term for broad-
cast stations. It also calls on the FCC to for-
bid any lengthening of the present two-year
rule on network affiliation contracts.
On the must-buy question, which aroused
a great deal of heat during the committee
hearings, the staff expresses no opinion on
the legality of this practice as a violation
of the antitrust laws. However, the report
states that this practice deprives national
advertisers of "untrammeled" freedom of
choice of markets. It suggests the FCC might
promulgate a regulation forbidding stations
from affiliating with a network engaging
in this practice. One method of doing this,
the report suggests, is for the FCC to permit
the networks to charge a gross minimum
line charge.
One of the most specific of the staff's
recommendations is its call for the abolition
of option time provisions of network-sta-
tion affiliation. Option time, the report says,
has a "detrimental effect" on competition.
This practice, the staff declared, does not
" comport" with Congressional intent.
The staff says it found a similarity be-
tween network option time and the block-
booking practice of the motion picture in-
dustry before that practice was outlawed in
the famous Paramount case in the early
1940s.
If the FCC does not move against option
time, the report states, the Judiciary Com-
mittee may wish to introduce legislation to
forbid it under the antitrust laws.
In another section, the report calls on the
FCC to amend its chain broadcast rules to
permit more latitude for other stations in
the same area as a network affiliate to
carry network programs — if the programs
are refused by the affiliate for the time pe-
riod they are offered. Under present practice.
FCC 'LEAKS' CHARGED ON HILL
THAT Washington institution — the
"leak" — was the subject of concern in
two quarters on Capitol Hill last week.
Sen. Henry M. Jackson (D-Wash.) pro-
posed a thorough investigation of all fed-
eral regulatory agencies — including the
FCC — to probe information leaks by
government officials.
And the proposed television report of
the Celler antitrust subcommittee (see
story this page) refers to the "air of infor-
malitv" which has been practiced bv the
FCC.
Sen. Jackson heads the Senate Investi-
gating subcommittee looking into an al-
leged Civil Aeronautics Board "leak" last
year, which resulted in stock profits for
those who received inside information
that the board had authorized Northeast
Airlines to fly the lucrative New York-
Miami air route. He observed last week:
"All the quasi-judicial bodies — such as
the FCC, the Federal Trade Commission,
the Interstate Commerce Commission,
the Federal Power Commission and
others — should be judicial in practice on
judicial matters; they should operate as
do our courts, with real secrecy." He
added he was thinking of legislation to
make the unauthorized release of infor-
mation a criminal offense.
The staff-written draft of the House
Antitrust Subcommittee states that "Tor
at least 10 years an air of informality
has pervaded the actions before the Com-
mission. . . . [This practice] has per-
mitted the Commission's processes to be
discussed repeatedly by interested par-
ties." This, the staff declares, is "repug-
nant to the principle of quasi-judicial
procedures."
It recommends that the FCC adept a
code of ethics outlining the conduct of
staff and commissioners.
Broadcasting • Telecasting
May 13, 1957 • Page 53
NATIONAL NAVAL
MEDICAL CENTER:
one of a series of impressions
of Washington by T. Miyashita
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
NATIONAL NAVAL
MEDICAL CENTER
by T. Miyashita
Second of a series of impressions of Washington
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Operated by The Washington Post Broadcast Division
Reprints of this series available on request.
GOVERNMENT
a station holding first refusal rights may
broadcast network programs on a delayed
basis.
The FCC's action in approving the NBC-
Westinghouse stations swap receives some
of the harshest criticism from the staff. In its
report, the staff flatly states that the Com-
mission rejected its own staff's recommenda-
tion that a hearing be held. The committee
staff also chides the FCC for not maintain-
! ing "adequate" liaison with the Justice De-
partment on this case. "The Commission."
the report reads, "fell far short of protect-
ing the public interest in not holding a
hearing."
In the NBC-Westinghouse transaction,
which took place in 1955, NBC acquired
WBC's KYW and WPTZ (TV) Philadelphia
in exchange for the network's WTAM-AM-
FM and WNBK (TV) Cleveland plus S3
million. There were unconfirmed charges
that NBC had threatened to withdraw its
affiliation with WBC stations unless Westing-
house acquiesced to the swap. The exchange
is the subject of a government civil anti-
trust suit (see story page 62).
The committee staff calls on the FCC to
examine "scrupulously" the antitrust back-
ground of all licensees.
The Dept. of Justice should investigate the
monopoly and conspiracy aspects of the
BMI-broadcasters "combination." the staff
suggests. This combination, it says, has the
power to fix charges on music.
The staff also refers to what it calls the
"lack of action" by the Commission in its
long-pending investigation of AT&T line
charges for tv intercity connections.
This proceeding stems back to 1948 when
there were complaints that AT&T intercity
charges for television stations and networks
were too high and that there were not suf-
ficient facilities between cities to permit
each network to feed its own affiliates at its
own discretion. In 1954 a corollary action
was begun looking to authorization of pri-
vately owned microwave relays to bring net-
work programs from large city stations to
outlets in smaller communities.
Network domination, no fault of the net-
works, is termed "inimical" to the "demo-
cratic processes" and the antitrust laws. The
report points to what it terms a potential
conflict for a network between network-
owned stations and affiliated stations in re-
gard to network practices and business deal-
ings.
Long term talent contracts are described
as "restrictive" and as having "deleterious
effects."
DJ Show May Incur Cabaret Tax
THE U. S. Internal Revenue Service has
ruled that if a disc jockey broadcast from
a restaurant or cocktail lounge serves to en-
tertain restaurant patrons as well as a radio
audience, the establishment must pay 20%
cabaret tax. Such a radio show, under such
circumstances, says the IRS in the May 6
Internal Revenue Bulletin, constitutes "a
public performance for profit." necessitat-
ing tax payment on admission, refreshment,
service or merchandise for patrons.
Broadcasting • Telecasting
Ma
33a
Its > 9*
IMS*,
9 "*
FOR ALL OF
Northeast
Michigan
FLINT
/^The Saginaw
Valley And The
Rich Thumb Area
For the first time, a perfectly tailored signal for all of
Northeast Michigan, To Flint add Saginaw, Bay City, and
the rich Thumb Area, plus the heart of Michigan's vacation-
land. The NCS rr2 shows WFDF as the outstate regional
leader and this BIG new signal will add even more. Lei
WFDF's BIG audience . . . BIG coverage be your key
buy for Eastern Michigan. Katz has full details.
WFDF
910
XBC affiilate in Flint, Michigan, represented by the Katz Agency
May IS. 195.
• Page 57
GOVERNMENT
Program Producers to Meet
With FCC Network Study Group
INDEPENDENT program producers who
are fighting FCC demands for financial and
other economic data — subpoenaed by the
FCC's Network Study Staff earlier this
month [B»T, April 29, May 6]— have been
granted a conference with the FCC's Net-
work Study Committee, the group of four
commissioners who are guiding the Com-
mission's network study.
The meeting was set for tomorrow (Tues-
day) in Washington. The conference was
arranged at the request of Harry M. Plotkin.
counsel for Entertainment Productions Inc..
one of the program producers under sub-
poena. Other production companies involved
in the squabble are Officials Films, Ziv Tele-
vision Programs, Television Programs of
America, Screen Gems, and MCA-Tv Ltd.
and its Revue Productions, subsidiary.
The program producers at a hearing in
New York a fortnight ago argued that the
FCC has no right to subpoena financial and
economic information. Counsel for the seven
companies charged that such information
was not relevant to the network inquiry.
They moved to squash the subpoenas. FCC
Chief Hearing Examiner James D. Cunning-
ham heard the arguments on the motion to
squash and recessed the hearing to give coun-
sel an opportunity to study a transcript of
the New York hearing. They were asked to
file briefs on the law by May 17.
The FCC Network study has been under-
way since September 1955. It is due to be
completed by June 30, 1957. when its $241.-
000 appropriation expires.
The investigatory hearing in New York,
the first requested by the network study staff,
was made necessary, the FCC said, by the
refusal of some producer-distributor inter-
ests to furnish all information requested by
the study staff.
The Network Study Committee of the
FCC companies Chairman George C. Mc-
Connaughey, and Comrs. Rosel H. Hyde.
Robert T. Bartley and John C. Doerfer.
Moulder Subcommittee to Name
Staff for Investigation Soon
NAMES of hired staff members for the
sweeping probe of 16 federal regulatory
agencies by the House Special Legislative
Oversight Subcommittee may be announced
later this week following a meeting of the
subcommittee scheduled for today (Mon-
day).
Rep. Morgan M. Moulder (D-Mo.), sub-
committee chairman, last week said, "We
are continuing to interview applicants and
probably will hire a total of 20 persons for
the staff." The congressman had announced
earlier that the subcommittee staff probably
would consist of "some seven or eight law-
yers and from 10 to 15 clerical people"
[B»T, April 22].
The House passed a resolution April 11
allotting $250,000 for an investigation to
determine whether federal regulatory agen-
cies— including the FCC — have been ad-
ministering the laws as Congress intended
[B»T, April 15].
Most important agencies to be investigated
are the FCC, FTC, Civil Aeronautics Bu-
reau, Civil Aeronautics Authority, Federal
Power Commission, Interstate Commerce
Commission, the Food & Drug Administra-
tion, and the Securities and Exchange Com-
mission, Rep. Moulder has said. The con-
gressman noted that the probe will be con-
ducted simultaneously among many of the
agencies.
House Unit Reports Bill
To Tax Players, Recorders
A 450-page omnibus bill to revamp federal
excise tax laws — approved May 2 by the
House Ways & Means Committee — included
a new 10% tax on the manufacturers' sale
price of wire and tape recorders and record-
er-players, but contained no proposal to re-
move the 10% tax on all-channel television
sets.
The tax measure, however, may reduce the
government's excise tax "take" by as much
as $900 million a year. It was drafted by the
House Excise Taxes Subcommittee headed
by Rep. Aime J. Forand (D-R.I.).
In hearings held last November and De-
cember before Rep. Forand's subcommit-
tee, broadcasters, RETMA officials and the
Senate Commerce Committee urged removal
of the excise tax on tv sets as a major means
to help uhf television [B*T, March 25].
Their proposal to remove the tv tax from
tv sets was deferred for later action, but
Rep. Forand has not said when further dis-
cussion would be held on the matter.
WEATHER VANE: Thc Prevailing wind on THAT FCC VACANCY
"SMART MONEY' in Washington last
week was being bet on Comr. John C.
Doerfer to succeed George C. McCon-
naughey as FCC chairman.
But there was no odds-on favorite in
the vastly more crowded race for the
commissionership which will be vacated
by Mr. McConnaughey June 30. A pack
of candidates was running hard, spurred
to new speed by the withdrawal of the
man who a week before was believed
to have been given the appointment.
The signal for revived effort by other
candidates was given last Wednesday by
Edward K. Mills Jr., deputy administra-
tor of the General Services Administra-
tion. A week to the day after he and key
senators had been informed by White
House sources that he would be nomi-
nated to the FCC, Mr. Mills announced
he was staying put at GSA.
Within hours others who had sought
the FCC job but had resigned them-
selves to the Mills appointment were
back at work shoring up their political
support. At week's end, it was still any-
body's race, but here were some strong
candidates:
• Robert L. King, assistant to Vice
President Richard Nixon. Mr. King is a
former member of the FBI, 1938-45.
He joined Southern Comfort Corp., St.
Louis, in 1945, becoming vice president
of the liquor-coffee firm. He joined Vice
President Nixon's staff in 1954. He is a
member of the District of Columbia
Bar.
• James E. McCarthy, dean emeritus
of the U. of Notre Dame College of
Commerce and director of several Mid-
west corporations.
• George H. Moore, associate coun-
sel of the House Civil Service Commit-
tee since mid-April and before that
briefly the assistant to the chairman of
the Republican National Committee.
Mr. Moore was a U. S. Civil Service
Commissioner from 1953 until he joined
the Republican committee March 1 .
• FCC General Counsel Warren G.
Baker, who a year ago was reportedly
in the running for the chairmanship of
the Civil Aeronautics Board.
• Samuel Leonard Golan, since 1953
U. S. member of the International
Boundary Commission (U. S., Alaska.
Canada).
There were reportedly still others ac-
tively seeking or being supported for the
FCC vacancy.
The chairmanship, however, appeared
to be less of a race. It was reliably un-
derstood that Comr. Doerfer had mus-
tered powerful backing, including the
endorsement of the retiring chairman.
Once before the chairmanship was al-
most within Mr. Doerfer's grasp. He
was seriously considered for it before
Mr. McConnaughey got the job.
Within the past fortnight, it was un-
derstood, Mr. Doerfer's numerous sup-
porters, who include political powers in
the Senate, vigorously intensified their
efforts in his behalf. What rallied them
was the word that Mr. Mills was to be
appointed not only to the FCC vacancy
but also to the chairmanship. Informed
sources speculated that the Doerfer
forces were at least partly responsible
for the turnabout on Mr. Mills.
On Wednesday, May 1, White House
sources notified key senators and Mr.
Mills that he would be nominated to the
FCC and named chairman. As that
word spread, supporters of Mr. Doerfer
and others set immediately to work. Mr.
Mills, it was authoritatively learned, was
told later the same day that his nomina-
tion had been stalled.
It was exactly a week later that Mr.
Mills, through the public relations office
of the General Services Administration,
issued this release:
"Mr. Mills stated that he preferred to
remain in his present position as deputy
administrator of General Services at the
present time and requested that his name
not be considered as a member of the
Page 58 • May 13, J 957
Broadcasting • Telecasting
THE
EVIDENCE . . .
LISTENERS
DECLARE
FOR
CBS RADIO !
There's only one set of nationwide
awards in broadcasting* in which
the sole judges are the people— the
nation's audiences themselves.
This ''bench" has just handed down
its 1956-57 decisions. And they
form one of the clearest expressions
of public approval ever registered
for program performance by a
radio network.
For CBS Radio: 18 awards given to
11 programs and stars. More than
for any other broadcaster, radio
or television. More, in fact, than for
all other radio networks combined.
And America's leading advertisers
concur. CBS Badio attracts
more of the nation's 50 biggest
advertisers than any other radio
network.
It follows. The programs people
seek out and enjoy most are here.
So it's the logical place for
advertisers to be— to reach radio's
largest and most responsive
audiences.
TF RADIO MIRROR Poll.
*5
HERE ARE THE
DINNERS
Amos n'Andy Music Hall
OB 8 Badio Workshop
Arthur Godfrey Time
Gunsmohe
Bobert Q. Lewis Show
Art Linkletter's House Party
Mitch Miller Show
Bomance of Helen Trent
Strike It Bich
with Warren Hull
Lowell Thomas
Young Dr. JIalone
. . . AND
ADVERTISERS
CONCUR
GOVERNMENT
JUSTICE-NBC SUIT TO BE AIRED
• Court hears arguments tomorrow in antitrust charges
• Government demands sale of network's WRCV-AM-TV
FIRST argument in the government's por-
tentous antitrust suit against RCA-NBC — in
which the 1955 exchange of stations by NBC
and Westinghouse Broadcasting Co. is
labeled an antitrust violation by RCA-NBC
— will take place tomorrow (Tuesday) be-
fore Philadelphia Federal District Judge
William H. Kirkpatrick.
And, in answers to inquiries submitted by
RCA-NBC earlier this year, the Justice
Department specified that it wanted the net-
work to be forced to sell its Philadelphia
radio-tv outlets to a non-network purchaser
and that the network be prohibited from
acquiring any more vhf television stations
in any more of the first eight markets.
Argued in Philadelphia tomorrow will be
various motions made by RCA-NBC and the
Justice Department regarding additional
documents requested by both parties, ob-
jections by the government to answering
some of the questions submitted by RCA-
NBC in a series of interrogatories last Jan-
uary and to RCA-NBC's request for tran-
scripts of a Philadelphia grand jury term last
year.
One of the most significant debates, if
the issue is aired, is expected to be the
question of whether the Department of Jus-
tice can step in after the FCC has acted in a
case involving broadcast licensees.
RCA-NBC will be represented by Bernard
Segal of the Philadelphia law firm of
Schnader, Harrison, Segal & Lewis. The
Justice Dept. will be represented by Bernard
Hollander and Ray Carlson.
The government is asking not only that
RCA-NBC be forced to sell its Philadelphia
stations to a non-network owner, but that
NBC be prohibited from acquiring any more
vhf television stations in Pittsburgh, Boston.
Detroit and San Francicso without court
approval.
This was made clear in the government's
answers to 33 interogatories submitted by
RCA-NBC earlier this year. The answers
spell out the government's case in explicit
terms.
The sale of the Philadelphia stations to a
non-network purchaser is "necessary and in-
dispensable," the Justice Department said.
The clarification of charges and the relief
sought came in government replies filed with
the court in the past two weeks.
Named by the government as participants
in the alleged unlawful "combination or con-
spiracy" were NBC executives David Sarn-
off. Charles R. Denny, Joseph V. Heffernan,
Harry Bannister and Emanuel Sacks.
Gen. Sarnoff is chairman of RCA, parent
company owning NBC. Mr. Denny is exec-
utive vice president in charge of NBC
operations; Mr. Heffernan. staff vice presi-
dent; Mr. Bannister, station relations vice
president, and Mr. Sacks, vice president in
charge of tv network programs.
The government suit was filed early in
December 1956. It grew out of the exchange
of NBC's WTAM-AM-FM and WNBK (TV)
Cleveland for Westinghouse's KYW and
WPTZ (TV) Philadelphia, plus $3 million.
The Justice Department complaint charged
that the network coerced Westinghouse into
agreeing to the exchange under threat of
withdrawing NBC affiliations from Westing-
house stations.
Among the specific charges spelled out
in the latest filings:
That the purpose of the alleged conspiracy
was to improve the position of NBC's owned
and operated stations by securing vhf out-
lets in five of the top eight U. S. markets.
That the alleged conspiracy was entered
into during March 1954 at a meeting of
NBC executives in the offices of Gen. Sarn-
off.
Negotiations were carried out by various
NBC executives mentioned above with
WFIL-TV Philadelphia, WNAC-TV Boston.
WWJ-TV Detroit, KRON-TV San Francis-
co and "possibly" WDTV (TV) Pittsburgh
(now KDKA-TV and owned by Westing-
house) for the purchase of those stations.
That in October 1954. Gen. Sarnoff told
Chris J. Witting of Westinghouse that RCA-
NBC had to have tv stations in the top five
markets of the U. S. and indicated that he
(Sarnoff) already had talked to other sta-
tion owners in Philadelphia and Boston and
that he could make arrangements excluding
WBC from consideration in those cities.
(The Justice Dept. also charged that several
similar representations were made by other
NBC executives.)
That if WBC would submit to the Cleve-
land-Philadelphia swap, NBC would not at-
tempt to place its own station in Boston and
would continue its affiliation with Westing-
house's WBZ-TV there.
NBC would not agree to a network affilia-
tion for WBCs new Pittsburgh station
(KDKA-TV) until Westinghouse was firmly
committed to the exchange. (This offer was
repeatedly made, Justice said.)
As part of the consideration to WBC for
giving up its Philadelphia stations, NBC
agreed to affiliate three additional WBC sta-
tions and to give 2Vi-year extensions for all
existing NBC affiliation contracts with WBC
stations.
That NBC forced WBC to agree to the
exchange of stations, which was economical-
ly undesirable and undesired by WBC.
That WBC was required, as NBC's price
for continuing affiliation in Boston and as-
surances of affiliations in Cleveland and
Pittsburgh, to relinquish its Philadelphia sta-
tions, despite the fact that this exchange
meant a continuing loss to WBC of revenue
in excess of $1 million annually.
That only after Westinghouse agreed to
the exchange, on or about Nov. 15, 1954.
did NBC agree in writing to affiliate KDKA-
TV.
That the ability of Westinghouse Electric
Spring has sprung
in Providence, R. I.
• afternoon audience
grows 324%
• morning audience
grows 297%
WICE is now either first or second in
audience in 16 daytime quarter hours.
. . . in just 6 months of Elliot pro-
gramming
Source: C. E. Hooper, Jaii.-March 1957
The ELLIOT STATIONS
great independents • good neighbors
TIM ELLIOT, President
Akron. Ohio - WCUE / WICE - Providence, R. I.
National Representatives The John E. Pearson Co.
Page 62 • May 13, 1957
Broadcasting • Telecasting
..AND STILL CHAMPION!
The CFI Bil
All of us at CFI are more than proud of winning
the coveted Billboard award in every laboratory
category ... 7 in all. And we want to express our
sincere thanks to all of you in the TV industry whose
votes made our "grand slam" possible.
At CFI our one desire is to achieve maximum
economy for our clients by providing complete lab service
at the greatest speed consistent with quality. But it
takes more than desire to make a winner. We know7 we
could not have won without the finest equipment,
the determination to please and dedicated personnel
comprising the best creative technicians in the world. So a
very special thanks to Ted Hirsch, Lab Superintendent;
Ted Fogelman, 16mm Supervisor;
Ed Reichard, Chief Engineer and their respective staffs.
SID SOLOW/KP & Gen. Mgr.
1953 CFI won the first place award for quality.
1954 Three laboratory categories. CFI scored a "grand slam"
winning all 3 first place awards for quality, speed, and economy.
1955 Three laboratory categories. CFI again scored a "grand slam"
winning all 3 first place awards for quality, speed, and economy.
1956 Seven laboratory categories. CFI scores its third consecutive
"grand slam" winning all 7 first place awards . . .
HIGHEST QUALITY PROCESSING BLACK-AND-WHITE TV COMMERCIALS
FASTEST SERVICE PROCESSING BLACK-AND-WHITE TV COMMERCIALS
GREATEST ECONOMY PROCESSING BLACK-AND-WHITE TV COMMERCIALS
HIGHEST QUALITY PROCESSING TV PROGRAMS
7; FASTEST SERVICE PROCESSING TV PROGRAMS
GREATEST ECONOMY PROCESSING TV PROGRAM n
" HIGHEST QUALITY PROCESSING COLOR TV COMMERCIALS
HOLLYWOOD: 959 SEWARD ST. HOLLYWOOD 914*.
NEW YORK: 521 W. 57T>i ST. CCC.
Broadcasting • Telecasting
\/<n IS. I9>;
Paae 63
GOVERNMENT
to compete with RCA and others in the sale
of all products which Westinghouse manu-
factures and sells in the Philadelphia market
was reduced by the exchange. That WBC's
ability to sell advertising on its stations has
been reduced by the substitution of a less
important and less valuable station market
for a more important and more valuable
station market.
Since the nature of RCA-NBC's activities
comprised an overall threat to the continu-
ation of the NBC-WBC affiliations, the
threat to WBC was a continuing one from
Sept. 28. 1954, to May 16, 1955.
That the alleged combination or con-
spiracy still continues (to acquire a vhf
station in Boston, Detroit or San Francisco
and to dispose of NBC's vhf station [WRC-
TV] in Washington).
And finally, that the trade and commerce
of independent station representative firms
and various group-owned stations have been
restrained by the defendants.
In addition to forcing NBC to sell WRCV-
AM-TV, the Justice Dept. also is seeking
(1) approval of the Philadelphia court be-
fore NBC can buy a vhf tv station in any of
the eight primary markets and (2) injunctive
relief a?ainst (a) any future use by NBC or
RCA of NBC's network power to force or
require a non-network station owner to sell
its tv station to NBC and (b) the use of such
power to force or require any non-network
station to permit NBC Spot Sales to rep-
resent it in the sale of national spot adver-
tising.
NBC already owns tv stations in four
(New York, Chicago, Philadelphia and Los
Angeles) of the top eight U. S. markets (the
remaining four are San Francisco, Detroit,
Boston and Pittsburgh).
Justice said that divestiture of the Phila-
delphia stations is "necessary and indis-
pensable to dissipate the effects of the illegal
combination or conspiracy and contract in
the Philadelphia market and throughout the
U. S., to deprive defendants of the fruits of
their unlawful conduct and to restore com-
petition which has been reduced by reason
of the effectuation of the illegal combination
or conspiracy and contract."
In its answer to the Justice complaint filed
with the court last month [B»T, April 15],
NBC contended that it has done nothing il-
legal and that the Justice Dept. cannot put
asunder what the FCC already has approved.
Legislature Limits Nursery Ads
THE Washington State Legislature has de-
clared unlawful "every type of advertise-
ment or method of representation" — spe-
cifically including radio and television —
"which has the capacity and tendency or
effect of deceiving purchasers or prospec-
tive purchasers" of nursery stock. While
limited in its application, administration of
the measure will be watched closely by mer-
chandisers, advertisers and media people
for its possible extension to other products.
Several Groups Plan
Over-890-Mc Testimony
WHEN the FCC opens its first, widespread,
overall allocations study in more than a dec-
ade— the proceedings on spectrum use above
890 mc scheduled to begin May 20 — a host
of space-hungry, non-broadcast users of ra-
dio waves will appear to ask either for (1)
more space for their particular needs or
(2) initial space for new uses.
One of the most unique — and a claimant
whose operations give a clue to the mount-
ing non-communications usage of the radio
spectrum — is the Aeronautical Flight Test
Coordinating Council.
This is a group representing some of the
largest airplane and missile manufacturing
companies in the country. It is asking for
100 mc in the 1365-1660 mc area for flight
test telemetry, and an additional band of
100 mc in the bands above 2000 mc for
future development.
Telemetry is the method of transmitting
measurements over the air by means of ra-
dio signals.
The aircraft industry wants this chunk of
spectrum space so it can check instantane-
ously the performance of manned and un-
manned aircraft and missiles while they are
performing. In event of disaster to the craft
being tested, it was pointed out, the records
at the ground stations are available for the
benefit of research and development engi-
neers. On some aircraft, the council points
out, more than 2,000 checkpoints are in-
volved during test periods.
The council even proposes to use tv
cameras to telecast pictures of structural and
equipment performance during actual flight
tests.
Hearing Schedule Released
The hearing schedule for the first six
weeks — the Commission will sit en banc the
first three days of each week, according to
present plans — was issued late last month
and revised last week. Witnesses representing
the following users have been scheduled:
utilities, police, forestry, petroleum, manu-
facturers, newspaper publishers, telephone
and communications companies, railroads
and trucking.
Still to be announced are dates for broad-
cast and allied groups, including NARTB.
National Community Television Assn., and
a number of broadcasters. In the above-890
mc region, broadcasting has a number of
frequencies reserved for relay links.
The Commission also has announced it
will conduct a study of the spectrum between
25 mc and 890 mc — in which fm and tv
broadcasting have their places. Comments
on this study have been invited by July 1.
Both studies are predicated on the myriad
new uses of the spectrum which have been
developed during the past decade, as well as
the additional requirements by present users
(which range all the way from broadcasting
to geophysical exploration). In addition in-
formation is needed in order to prepare for
the 1959 International Telecommunications
Conference to be held at Geneva, Switzer-
land.
An agency that believes "good advertising
has to have a bite in it" is
SOLD ON SPOT
as a basic advertising medium
LEN MATTHEWS and TOM WRIGHT of THE LEO BURNETT CO.
(Vice President in Charge of Media, and Media Manager, respec-
tively) state the case this way: "The Leo Burnett Company was
founded in 1935, and has been recommending Spot broadcasting
as an advertising vehicle to its clients ever since. Twenty-one of
the twenty-three advertisers handled
by Burnett have used, or are using, |NBC| SPOT SALES
Spot broadcasting."
s ever si
(3
Page 64 o May 13, 1957
Broadcasting • Telecasting,
FIRST NEW RADIO STATION
IN NEW YORK IN 14 YEARS
1330 KC -THE NEW SOUND FOR NEW YORK
with a hard-hitting new concept in programming — planned to
produce new sales for advertisers in the world's largest market
H. SCOTT KILLGORE, President & General Manager
A Tele-Broadcasters Station • 41 East 42nd St. • N. Y. 17, N. Y. • MUrray Hill 7-8436
KALI Pasadena, L. A. • WPOP Hartford, Conn. • KUDL Kansas City, Mo. • WKXV Knoxville, Tenn.
Broadcasting • Telecasting
May 13. 1957 • Page 65
GOVERNMENT
Senate Okays Henry J. Taylor
As Ambassador to Switzerland
THE SENATE by a voice vote last Thurs-
day approved the nomination of Henry J.
Taylor of Virginia, former news commen-
tator for ABC Radio and NBC Radio, as
Ambassador to Switzerland.
A former war correspondent with Scripps-
Howard newspapers, Mr. Taylor also holds
various positions on the boards of several
banking firms and is board chairman of Sili-
cone Paper Co. of America.
Daytimers' Proposal Denounced
By 170 Regional Radio Stations
SOME 170 fulltime regional radio stations
have objected — in a joint letter to Sen.
Wayne Morse (D-Ore.) — to the daytime
broadcasters' petition for extended hours.
In an 11th hour letter to Sen. Morse on
the opening day (April 29) of the hearings
before the Senate Special Daytime Radio
Broadcasting Subcommittee [B»T, May 6],
the regional broadcasters declared in part:
"This Daytime Broadcasters' proposal in
its essence is contrary to the spirit in which
the daytime broadcasting authorizations
were made in the first place. . . ."
". . . the degree of objectionable inter-
ference created by such operations prior to
local sunrise and following local sunset
seriously decreases the coverage for which
the original fulltime regional broadcasting
stations were designed, with a resultant loss
of service to large segments of the Ameri-
can radio public."
The letter further asserted that to permit
extended hours of operation for the day-
timers "is to countenance a degradation of
radio service wholly without regard to the
best interest of the American public." It
was sent to Sen. Morse "by an informal
association of fulltime regional broadcast-
ers" headed by Leroy Kilpatrick, vice presi-
dent, WSAZ-AM-TV Huntington, W. Va.
FCC Asked for Ruling
On Anonymous Broadcasts
A NEW TYPE of radio discussion program
has aroused the concern of some broad-
casters and has impelled Washington radio
attorney Paul M. Segal to ask the FCC for
a ruling.
In an April 29 letter to the FCC, Mr.
Segal called attention to what he called
anonymous discussion programs. The for-
mat, he explained, was for a master of cere-
monies to make random telephone calls and
get people to discuss public issues, institu-
tions and persons. These remarks are then
recorded and broadcast — without identifica-
tion of the speakers.
"Obviously," Mr. Segal stated, "a person
selected at random to broadcast his view
anonymously is tempted to go pretty far
. . . the program derives its interest from the
vigor of the view expressed." Some go be-
yond the bounds of fair comment, Mr. Segal
declared, adding he has told his clients to
refuse to air such programs. But, they have
informed him, other stations are doing so.
Mr. Segal said he is in favor of the FCC
policy encouraging responsible public dis-
cussion, "but know of no consideration sup-
porting anonymous discussion which of
necessity is irresponsible." He added: "It
can lead to many undersirable results, es-
pecially where campaigns for a certain point
of view or in favor of or against certain
organizations, can be planned and furthered
behind a curtain."
He asked for the Commission's view on
this matter.
Eugene Castle Urges Abolition
Of USIA as Separate Agency
ABOLITION of the U. S. Information
Agency as an "international disgrace" was
advocated before a Senate Appropriations
subcommittee last Thursday by Eugene
Castle, founder and former president of
Castle Films, and a propagandist for the
government in both World Wars.
Mr. Castle lashed out at the USIA
and its director, Arthur Larson, who
testified many times at the subcommittee
hearings presided over by Senate Majority
Leader Lyndon B. Johnson (D-Tex.) Mr.
Larson asked the Senate to restore $30
million of the $38 million cut from the
agency's proposed 1958 budget by the House
on April 1 1 .
The USIA had asked for $144 million for
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P.O.BOX HOB, FRESNO, CALIFORNIA
Page 66
May 13, 1957
Broadcasting • Telecasting
THIS
ISN'T
WHAT
YOU THINK
This "S.R.O." stands for what we give our stations
listed below —"Specialized Representation Only".
The uniqueness of each market— the individual character
of each station — the particular kind of job the station
delivers for a particular sponsor — that's where
Harrington, Righter and Parsons concentrates
manpower, time, skills and imagination. And — since a
specialized, tailor-made job takes more of these than
mass-produced run-of-the-mill representation —
we focus our energies by —
1. Restricting ourselves to the television medium
2. Representing a limited list of outstanding stations
3. Working for quality television stations that
appreciate what specialized representation can
do for them.
This is a simple, sound line of reasoning — and it works.
By delivering most to the few, Harrington, Righter
and Parsons today serves a group of eminent television
stations. Perhaps other stations who share this same
point of view would like to know more of the story.
HARRINGTON,
RIGHTER
& PARSONS, Inc.
television — the only medium we serve
WCDA-B-C Hbany WAAEVS Baltimore W BEN -TV Buffalo WJRT Flint
WFMY-TV Greensboro/ Winston-Salem WTPA Harrisburg WTIC-1V Hartford
WDAF-TV Kansas City WHAS-TV Louisville WTiVJMV Milwaukee
Mt. Washington WRVA-TV Richmond WSYR-T V Syracuse
Broadcasting • Telecasting
May 13. 1957 • Page 67
■
+
erection
In the
Public;
Cincinnati's Award Winning Station
Service!
Cincinnati's
Most Powerful
Independent
Radio Station
C. H. Topmiller, President,
WCKY, receives citation from
General Alfred M. Gruenther,
President, The American
National Red Cross, in
Washington, D. C.
Y
50,000 watts of SALES POWER
On the Air everywhere 24 hours a day
seven days a week
ONLY WCKY GIVES YOU ALL
it Largest Audience it Lowest Cost per Thousand
* Lowest Rates * 50,000 watts of SALES POWER
CINCINNATI, OHIO
THE
STATION
NEW YORK
Tom Welstead
Eastern Sales Mgr.
53 E. 51st St.
Phone: Eldorado 5-1127
CINCINNATI
C. H. "Top" Topmiller
WCKY Cincinnati
Phone: Cherry 1-6565
CHICAGO
A M Radio Sales
Jerry Glynn
400 N. Michigan Ave.
Phone: Mohawk 4-6555
SAN FRANCISCO
A M Radio Sales
Ken Carey
950 California St.
Phone: Garfield 1-0716
LOS ANGELES
A M Radio Sales
Bob Block
5939 Sunset Blvd.
Phone: Hollyw'd 5-0695
WCKY is your best buy!
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 5
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando,
Fla., eh. 9 (6-19-56); Buffalo, N. Y., ch. 7
(9-24-56); Biloxi, Miss., ch. 13 (12-18-56);
San Francisco-Oakland, Calif., ch. 2 (3-11-
57).
AWAITING ORAL ARGUMENT: 6
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57); McKeesport-Pitts-
burgh, Pa., ch. 4 (4-10-57).
IN HEARING: 5
Cheboygan, Mich., ch. 4; Mayaguez, P. R.,
ch. 3; Lubbock, Tex., ch. 5; Sioux Falls. S.
D.. ch. 13; Ponce P. R., ch. 7.
IN COURT: 4
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth, Va., ch.
10; Knoxville, Tenn., ch. 10; Miami, ch.
10.
GOVERNMENT
next year, but the House slashed this sum
to $106.1 million — a 26% cut first made
by the House Appropriations Committee.
The Senate hearings were concluded Friday.
In his testimony before the Senate sub-
committee. Mr. Castle said the USIA "dis-
turbs the peace and . . . contributes to the
danger of our involvement in a new world
war."
He urged — as have many senators in-
cluding Sen. Mike Mansfield (D-Mont.) —
that USIA operations again be placed under
the jurisdiction of the State Department and
that the former's appropriations for the
next fiscal year be cut to $55 million — $89
million less than the proposed sum ad-
vocated by Director Larson and President
Eisenhower.
The Senate Appropriations subcommittee
is expected to report its action on the USIA
budget sometime next week.
FCC Makes It Official
THE FCC last month adopted a new Sec-
tion 1.367, making a legal practice offi-
cial. The rule specifies that when two or
more applicants are in a hearing and opposi-
tion withdraws, leaving only one applicant,
the remaining applicant retains its hearing
status (protecting it from any further com-
petitive applications). Although technically
a single remaining application in a hearing
was put back on the so-called processing
line, in practice the FCC continued the
umbrella protection of the hearing status.
FCC to Hear WIP-AM-FM Protest
Of WPFH (TV) Transmitter Move
STORER Broadcasting Co. received opposi-
tion from two fronts last week on its pur-
chase of WPFH (TV) Wilmington, Del., and
move of the station"s transmitter toward
Philadelphia.
The FCC postponed the effective date of
its approval of the antenna-transmitter move,
following a protest by WIP-AM-FM Phil-
adelphia, and set the case for hearing. The
hearing examiner will take testimony on (1)
whether the purpose of the move is to make
WPFH a fourth Philadelphia station at the
expense of Wilmington and the state of
Delaware; (2) the nature of planned studios
in Philadelphia and Wilmington, and (3)
if WPFH is guilty of misrepresentation to
the Commission regarding statements made
on maintaining the present transmitter site.
The sale itself was taken to Philadelphia
federal court by eight stockholders, holding
2,400 of 1,609,204 Class A common stock
of the station. They are seeking to block
the sale on the grounds that the selling price
of $5,626,437 is inadequate. The eight ob-
jectors charged that majority stockholders
Paul F. Harron and his wife would get
greater benefits than any other stockholder.
ludge William K. Kirkpatrick will hear
an application tomorrow (Tuesday) for a
temporary injunction holding up consum-
mation of the sale, which has been approved
by the Commission [B»T. March 17].
Sales of WBRC-AM-FM-TV,
WDBO-AM-FM-TV Approved
THE SALES of WBRC-AM-FM-TV Bir-
mingham, Ala., and WDBO-AM-FM-TV
Orlando, Fla., were among 10 transactions
approved by the FCC last week.
Radio Cincinnati Inc. has bought WBRC-
AM-FM-TV from Storer Broadcasting Co.
for $6,350,000. Radio Cincinnati, licensee
of WKRC-AM-TV there, is 80% owned
by Cincinnati Star Times and 20% by Hul-
bert Taft. The Commission had ordered
Storer to sell one of its tv properties to meet
multiple ownership requirements.
Storer bought WPFH (TV) Wilmington.
Del., and WIBG-AM-FM Philadelphia, and
was forced to sell the Birmingham station
to keep within the legal limit of five vhf
stations. Application to move WPFH's trans-
mitter closer to Philadelphia has been pro-
tested by WIP Philadelphia and placed in
a hearing status (story this page).
Eight minority stockholders of WPFH
Broadcasting Co., licensee of WPFH. have
filed suit in federal court seeking to block
the sale of the station to Storer. The objec-
tors claim the majority stockholders would
reap greater benefits than any other owners
and that some of the small owners actually
would sustain a loss.
WDBO-AM-FM-TV was sold to Cherry
Broadcasting Co. (William S. Cherry Ir.
and associates) by Orlando Broadcasting
Co. for $3 million. Mr. Cherry, 44.9%
owner of WPRO-AM-FM-TV Providence.
R. I., will be 85% owner of the Orlando
stations. Other WDBO-AM-FM-TV owners
include William H. Goodman (10%). as-
sistant treasurer and director of the Provi-
dence stations, and Arnold F. Schoen (5%),
general manager of WPRO-AM-FM-TV.
KEOK — 540 — KEOK
540
KEOK
540 — KEOK
Time Buyers Should Listen
YOU CAN HEAR US ALL OVER ALL OF IOWA
It's difficult to hear us in New York or Chicago,
but for ALL OF IOWA it's easy. Our controlled-
music formula makes KEOK popular throughout
the state. You can't make a better ALL OF
IOWA buy because farm folks and city folks
like our music and compete news service.
LOWEST COST "ALL OF IOWA" MEDIA
MUSIC
920 KC »»^_ . ^«^v — """"
KQUE^R(Q)Rv>TRI
ALBUQUERQUE LJVJk I I LJ\bA SIOUX CITY
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EVERETT - McKINNEY, Inc.
NATIONAL REPRESENTATIVES
IOWA
KEOK — 540 — KEOK
540 — KEOK
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Page 70 • May 13, 1957
Broadcasting • Telecasting
KNX has two audiences.
At night KNX reaches 395,000 different
homes in metropolitan Los Angeles alone.
Some 235,000 of these homes are reached both in
the day and the night. More than 159,000
can't be reached until after 6 PM.
So double your impact in Los Angeles with both of
the KNX audiences. The 23 per cent of all
metropolitan homes that listen during the day.
The 21 per cent who listen each night.
Yes, KNX RADIO'S audiences are as different
as day and night. Vive la difference!
GOVERNMENT
Dellar Agrees to Abandon
KCCC-TV, Buy Into KOVR (TV)
THE fight by ch. 40 KCCC-TV Sacra-
mento, Calif., against the transmitter-an-
tenna move of ch. 13 KOVR (TV) Stockton,
Calif., entailing coverage of both Stockton
and Sacramento and the ABC Network
affiliation, was settled last week when the
Sacramento uhf withdrew its protest.
In pleadings filed with the FCC, Lincoln
Dellar, 100% owner of KCCC-TV, agreed
to abandon the uhf outlet and dismiss the
protest against KOVR (TV) in exchange for
18% stock ownership in Television Diablo
Inc., owner of the Stockton vhf station.
Mr. Dellar will become the owner of 1 10,-
601 shares of common stock (at 83^ per
share) and $110,601 worth of debentures
in KOVR. He also will hold an option to
acquire 25,000 additional shares of com-
mon stock and $25,000 worth of debentures,
and will serve as vice president and mem-
ber of the board of KOVR.
The agreement indicated Mr. Dellar had
invested $208,500 in KCCC-TV. The Sac-
ramento uhf outlet began operating in 1953
and was bought by Mr. Dellar in 1956
for more than $100,000 plus assumption of
$125,000 in obligations.
Television Diab'o Inc., principally owned
by H. Leslie Hoffman (Hoffman Radio
Co.), agreed to increase its authorized stock
by 135,601 and its debentures by $135,601.
There are at present a total of 710,000
shares authorized, plus $731,374 in deben-
tures.
Last February KOVR received the ABC
affiliation for the Stockton-Sacramento area.
Malco Seeks Utica, Memphis U's
Bringing Total Planned to Six
ONLY four hours daily of filmed program-
ming are proposed by Malco Theatres Inc.
of Memphis for its six planned uhf tv sta-
tions in Columbus, Ohio, Davenport. Iowa.
Oklahoma City, Kansas City, Memphis and
Utica, New York.
Last week Malco filed an application with
the FCC for ch. 54 Utica, proposing a power
of 25.7 kw, and for ch. 48 Memphis, with
proposed power of 614.5 kw. The other
applications all have been filed within the
past three weeks [B»T, May 6, Aoril 29].
Malco, principallv owned by M. A. Light-
man, operates theatre chains in the Midwest.
WBTV (TV) Asks Inactivation
Of Ch. 7 Pending New Hearings
CH. 17 WITV (TV) Ft. Lauderdale, Fla.,
last week asked the FCC to order ch. 7
WCKT (TV) Miami off the air pending
further hearings on the grant of that facility
to Biscayne Tv Corp.
Last March, the U. S. Court of Appeals
in Washington remanded the case to the
Commission, ruling that it had erred in
failing to take into consideration the con-
sultancy contract between Niles Trammell,
president-15% owner of WCKT, and NBC
[B«T, March 18]. One of the losing appli-
cants for ch. 7, East Coast Tv Corp., has
petitioned the FCC to set up a trusteeship
operation of the station as a result of the
court ruling.
Page 72 • May 13, 1957
AWARDS
NBC Stations Confer
Public Service Awards
ELEVEN outstanding contributions to com-
munity welfare have been honored by NBC
Public Service Awards, it was announced
Wednesday by Thomas B. McFadden, vice
president of NBC owned stations and NBC
Spot Sales.
WRCA-AM-TV, the NBC owned stations
in New York, presented two of the awards.
The New York Journal-American was cited
for efforts to end a 1 6-year reign of terror
of the "mad bomber." The second went to
the Greater New York Council of the Boy
Scouts of America on its 47th anniversary
for work among boys of all religions, races
and nationalities.
WRCV-AM-TV Philadelphia presented an
award to Stuart F. Louchheim, president of
the Academy of Music in Philadelphia, for
his fund-raising activities on behalf of the
academy. Another award was presented to
Preston G. Moman and Lawrence P.
Thomas, Philadelphia police officers who ap-
prehended a trio of murderers. In recogni-
tion of the crime prevention work being done
jy the Philadelphia Youth Services Board,
an award was made to Mrs. Evelyn M.
Tr;mmer, executive director of the organi-
WBUF (TV) Buffalo selected Dr. Clifford
C. Furnas, chancellor of the U. of Buffalo,
as recipient of its first award. Under the
leadership of Dr. Furnas, the university en-
larged its physical plant, expanded its re-
search program and increased its services to
the community.
WRC-AM-TV Washington selected Philip
Talbott, national president of the U. S.
Chamber of Commerce and president of the
Board of Trade, who has been an active
champion of civic causes.
K.RCA (TV) Los Angeles presented an
award to Avalon Air Transport Inc. in
recognition of the airline's more than 50
rescues in Catalina Island channel during
the past three years. A second award was
presented to District Attorney William B.
McKesson for his services to the teen-agers
in the Los Angeles area.
In San Francisco, KNBC presented an
award to Mayor George Christopher for
his devotion to the principle that "publii
business should be conducted in public."
He was cited for his weekly broadcast to
the people on KNBC and his use of tele-
vision and newspapers to encourage debate
on important civic issues. A second award
went to the National Conference of Chris-
tians and Jews and its regional director and
vice president. Karl B. Justis. Mr. Justis,
who presents two public service broadcasts
each week on KNBC. was cited for 1 1 years
of public service broadcasting in addition
to his achievements in bettering human re-
lations through his work with the organiza-
tion he serves.
Presentation of NBC Public Service
Awards will be announced soon by WNBC
(TV) and WKNB West Hartford. Conn.,
and WNBQ (TV) and WMAQ Chicago.
Carolina Outlets Get Awards
AWARDS for excellence in local news cov-
erage were presented May 4 to two tv and
three radio stations by the Radio & Televi-
sion News Directors Assn. of the Carolinas,
meeting at Greenville, S. C. Receiving
awards were WBTV (TV) Charlotte, N. C,
and Jack Knell, news director, first award;
WFMY-TV Greensboro, N. C, and Charles
Harvel, certificate of merit; WBBB Burling-
ton. N. C. and Cletus Peacock (5 kw and
above); WMUU Greenville, and Elmer
Rumminger (under 5 kw), with certificate
of merit to WCOS Columbia, S. C, and
Robert Truere. Speaker at the banquet was
Ted Koop. CBS Washington, president of
National Radio & Television News Direc-
tors Assn.
ADVERTISING WOMEN who won Los Angeles Advertising Women's achievement
awards for outstanding radio or television efforts in the West during 1956 are (1 to
r): Gertrude Van Hooydonck, radio & tv, Botsford. Constantin & Gardner, San
Francisco; Fran Harris, tv, Harris-Tuchman Productions, Los Angeles; actress
Patricia Morrison, who made the presentations, and Marion Sternbach, radio. Dan
B. Minor Co., Los Angeles.
Broadcasting • Telecasting
2d'
YEA*
B ROADCASTING
TELECASTING
HE BUSINESSWEEKLY OF RADIO AND TELEVISION MAY 13, 1957 35c PER COPY
THIS ISSUE:
-low ABC-TV's Chicago o&o is laid out Page 75
k at the new facilities Page 79
WBKB Dedicates
New Quarters Thursday
CHICAGO'S FIRST!
NOW, CHICAGO'S
tt
Now. home of Chicago's pioneer television
station is the newly decorated and equipped
ABC State Lake Building at 190 North
State Street !
Come in and see us. We think you'll
agree we have the finest in studios, offices
and television equipment. And. we're the only
Chicago station which has studios specially
built and prepared for color television.
Our aim is the same as it's been for 18
years — to serve the public as efficiently and
as well as we possibly can.
VBKB-one of ABC's five great owned and operated stations
Represented by Blair TV
Now nighttime Chicago
is a changed city!
WBKB (ABC-TV in CHICAGO)
takes second place* in
America' s second market!
* Nielsen d- ABB, March, 1957. Common
fully-sponsored half-hours, Sun. through Sat.,
6:30-9:30 P.M. (Chicago time)
Both Nielsen and ARB Reports for March place ABC's WBKB solidly
in the number two spot in common fully-sponsored nighttime half-hours.
The WBKB Nielsen edge over the third place network station is 18.7
to 14.0. In ARB it's 19.9 to 13.9. (And both reports show WBKB just
about one point behind the No. 1 network station.)
How come this big change in nighttime Chicago.' How conic this ^0^^^
same change in dozens of other key markets? The formula is simple: Babe
good programming equals good ratings; better programming equals ^^^^
better ratings. It's working now, and wait 'til next fall. t^*™ n.*
LET'S DROP BY WBKB'S NEW QUARTERS
Chicago's tv pioneer to dedicate its modernized facilities this Thursday
THE nation's third oldest television station, having under-
gone a face-lifting, receives a ceremonial unveiling next
Thursday.
On May 16 Leonard H. Goldenson, president of Amer-
ican Broadcasting-Paramount Theatres Inc., will dedicate
the new three-floor facilities of ABC's o&o WBKB (TV)
in Chicago's Loop. Official ceremonies will mark the sta-
tion's return to quarters in the State Lake Bldg., culminat-
ing an eight-month construction project.
Though modest in cost compared with another network's
o&o station construction project in the same city — an
estimated $1.5 million as against a reported $6 million for
CBS-Chicago ( WBBM- AM-TV ) — WBKB's new facilities
will provide the station and network with "60% greater
space than previously" in its old quarters.
From a small suite of rooms claiming a central control
center little larger than an average kitchenette-sized apart-
ment, operated by a modest complement of eight persons,
to a new plant with total floor space of 36,000 square feet
and 376 working personnel — those are a few of the changes
represented in the 18-year transition from experimental '."
operation of W9XBK to the full-fledged WBKB.
The new ABC State Lake Bldg. is the property of the Balaban &
Katz Corp. theatre chain, an AB-PT subsidiary and one-time owner
of WBKB. By spring of 1958 ABC-TV network sales (and probably
ABC Radio) and related groups also will have completed the move,
along with WBKB, from quarters in the Kemper (formerly Civic)
Bldg. All ABC-TV central division (plus ABC Radio) facilities thus
will be quartered -in the refurbished State Lake Bldg. except for the
network's daylight saving time operations (utilizing Ampex video
tape recorders), which will remain in the Chicago Daily News Bldg.
(Studios in the News Bldg. already have been relinquished.)
In layout, design, and compactness, WBKB's new quarters add up
to one of the most modern and efficient tv station operations in the
country. Arrangement of offices and facilities provides (1) depart-
ments and related functions grouped together and (2) other inter-
related functional groups adjacent to each other. Objective: a
minimum of traffic flow, with limited space turned to advantage
and a more efficient operation. The problem: Fitting facilities to
space, not space to facilities.
The plan called for three studios and control, dressing and prop
storage rooms on the 12th floor; operational offices (shops for
carpentry, scenic paint, backdrop storage, studio lighting mainte-
nance, graphic arts, engineering, telecine projection film and slides,
transcriptions, telephone switchboard and stage crew lockers) on
the 11th, and executive-administrative accommodations (including
reception lobby and conference room, and departments for pro-
gramming, accounting, sales, advertising-promotion-publicity, news,
mail-and-duplicating, traffic, communications, music, continuity, and
producers-directors) on the 10th floor.
Layout and design of offices and facilities WBKB was directed
by William P. Kusack, chief engineer, under supervision of
Frank Marx, ABC vice president in charge of engineering and
general services. Construction was completed under direction of
Arch Trebow, construction director of Balaban & Katz Corp.
Credit for planning the new WBKB suites-and-motif goes to
Montana & Schultz, South Bend (Ind.) architectural firm, whose
principal, Robert J. Schultz, is an associate professor of architecture
at the U. of Notre Dame. Among his many commissions, Mr. Schultz
designed the studios of WNDU and WNDU-TV South Bend and
is credited with fashioning the American Institute of Architects
centennial postage stamp, issued by the U. S. Post Office Dept. as
a commemorative stamp last February. Theory and function of
Polk Bros, (appliance chain) architectural-designing service was
applied in a counseling capacity in decorating WBKB's executive
suite. Says Mr. Schultz:
"In general, the character we tried to achieve in the executive
Broadcasting
Telecasting
WBKB's RECEPTION ROOM combines easy informality of
random width vertical redwood for soft natural finish and
deep turquoise carpeting with utilitarian and functional pig-
skin tile at right for heavy usage on main traffic lane. Recep-
tionist Marjorie Harris' desk has satin white top (banded with
stainless steel to prevent chipping) into which telephone key-
board is recessed. Side portion projecting back to column is
perforated to hold flower pots, while apron at front of desk
(expanded metal screen) gives floating effect. Turquoise and
white plastic coverings for seating units (alongside integral
side table) were chosen to blend in with color harmony of
room. Caller is Robert Piatt of agency bearing his name.
suite was one of restrained elegance, neither ostentatious on the
one hand nor too utilitarian on the other." Says Polk Bros.' Goldie
Bachman, assistant secretary:
"[There was] a close alliance of effort to achieve an individual
character of the total executive suite unit — working with planes
and colors, lights and textures — that is supremely distinctive and
appealing."
A feature of the executive suite and adjoining conference and
reception rooms is the new plastic shell type chair created by
Herman Miller and designed as a practical answer to cramped
seating problems. They stack vertically for convenient storage and.
when placed in rows on the studio floor, interlock with metal clips,
giving a stationary quality to non-permanent seating. They range in
shades of red, gray, blue and green.
Another attraction of WBKB's new quarters is the provision for
color tv. All electronic facilities will be capable of transmitting
tinted television once the parent ABC-TV decides to give the green
light — and with only the simplest of adaptations. Air-conditioning
units, lighting and studio switchers are set for the day of color-
casting and WBKB claims it is "the only television station in Chicago
which has studios specially built and prepared for color tv."
All cables (camera, coaxial, control and inter-communication)
are mounted overhead in ducts througtout WBKB's 12th floor — an
innovation described as "not standard in television station design."
The carriage, obviously, permits quick installation.
Ideal office layout is perhaps best typified by the adjacency of
the film department to telecine, based on their inter-relation with
and dependence upon each other. The former is a threshold apart
from the telecine projection room where four Vidicon camera units
May IS. 1957 • Page 75
MEMO FROM: the breakfast club
TO: RED QUINLAN, WBKB-ABC
Congratulations from the Breakfast Club on another
accomplishment. WBKB-ABC' s new home is a credit to
Chicago and is testimony to our mutual faith in her
as a broadcasting center. Best wishes always.
A-
105 WEST MADISON • CHICAGO 2, ILLINOIS • TELEPHONE RAndolph 6-8872
The Dean of Chicago
News Commentators
Congratulates America's
Fastest Growing Network
and TV Pioneer WBKB
Winner two consecutive years TV-GUIDE public poll
"Oscar" as Chicago's Most Popular news broadcaster . . .
Narrator-Reporter for WBKB-ABC televising of U. S. Sen-
ate Banking Committee inquiry into Orville Hodge Illinois
State Auditor scandal (just awarded 1956 "Oscar" in Public
Affairs and News Interpretation field by Ohio State Univer-
sity's Institute for Education by Radio-TV. Con O'Dea
served as producer on the series) . . . Winner of Freedom
Foundation Award 1954 ("Turner Calling", ABC Radio
Network) . . . Public service citations B'nai Brith, American
Legion and Catholic War Veterans.
ULMER TURNED
Page 76 • May 75, 1957
Broadcasting • Telecasting
Congratulations to
WBKB
Chicago's Pioneer Television Station
on your move to new permanent
headquarters in the ABC State Lake Building
It seems hard to believe that it was 18 years ago you started
out as experimental television station W9XBK. That was in
the fall of 1939. You were the first TV station in Chicago and
the third in the entire country. At that time there were less than
one hundred receiving sets in all of Chicagoland.
We're well aware of these highlights of your career:
• During the war you offered your station's facilities to the
Navy and helped to train over 80,000 radar operators.
• In 1945, you were the first television station in Chicago to
present an educational television program.
• In 1946, you became the first station to televise Chicago
Cubs' baseball games from Wrigley Field.
• In the years following the war you developed a variety of
new and unique show formats (most outstanding of these —
the beloved "Kukla, Fran and Ollie").
• And, you've contributed innumerable technological devel-
opments to the television industry as a whole.
What a long and active history you've had, WBKB. And
now, after these many years of dynamic growth doesn't it feel
good to come back to 190 North State Street — to the present
ABC State Lake Building — to the place where you were born?
Your four 'sister' stations wish you the best of luck, WBKB
— and want you to know they're proud to be a part of the great
ABC network.
WXYZ-TV WABC-TV
Detroit
New York
all on channel 7
KABC-TV KGO-TV
John H. Mitchell
Vice President of KGO-TV,
San Francisco
"WBKB — always a great
station. Better now than ever.
James G. Riddell
President and General
Manager of WXYZ-TV, Detroit
"As WBKB continues to move
forward — so does ABC."
Selig J. Seligman
General Manager of
KABC-TV, Los Angeles
"Los Angeles is proud to praise
its Mid - West colleague."
Robert L. Stone
Vice President of WABC-TV,
New York
"Chicago and WBKB — a
great credit to ABC."
Los Angeles
San Francisco
television network
Broadcasting • Telecasting
May 13, 1957 • Page 77
Congratulations
WBKB
AND
ABC
ON YOUR
NEW
FACILITIES
PLANNED
AND
DESIGNED
FOR THE
PRESENT
AND
FUTURE
from
A FRIEND
are in use. Only 50% of the space presently
is allocated and, again, provision is made for
expansion to color. A sister film-editing
room is housed in a film department with
four editing booths for screening, a theatre
for viewing by small groups and a storage
room.
Other features in construction: "waylite"
cement-composition blocks; zoned air-con-
ditioning on all three floors, so that any
breakdown in one zone will not affect units
cooling other zones; special freight elevators,
etc.
For a pictorial look at some of WBKB's
new facilities — and at the work of the Mon-
tana & Schultz and Polk combine — see the
following pages.
SOME MILESTONES
AT WBKB (TV)
► Started experimental operation as
W9XBK in September 1939— first tv station
in Chicago, third in the United States — with
15 minutes daily of programming (newscasts
and film shorts) from kitchenette-apartment
size control room in old State Lake Bldg.,
190 N. State St.
► Served as training center for 80,000
Navy radar operators during World War
II (from January 1942 to August 1945), with
John Balaban, president of Balaban & Katz
(owner of W9XBK), offering personnel,
space and equipment. Capt. William C.
Eddy, first manager of WBKB and leading
electronics engineer, was commanding officer
of school (now head of Television Assoc.
Inc., Michigan City, Ind., consultant firm).
► Manned operations during war years with
Women's Auxiliary Television Technicians
("The Watts"), who functioned as camera
operators.
► Obtained FCC license and construction
permit for commercial tv operation on ch.
4 in August and debuted as WBKB (TV)
Oct. 13, 1943.
► Merged physically with ABC o&o
WENR-TV in 1953, after consolidation of
United Paramount Theatres Inc. and ABC
and formation of new American Broadcast-
ing-Paramount Theatres Inc. Feb. 9, as-
suming WBKB (TV) call letters on ch. 7.
► Appointed Sterling C. Quinlan publicity
Continues on page 85
TEN YEARS AGO this was the master
control room at WBKB, modern then
but a far cry from the new central con-
trol facility (see opposite page).
o
N
R
A
T
U
I
O
N
S
ON A
GOOD MOVE-
from your
Wednesday Nite Fights"
0.
TELECASTER
JACK
DREES
ABC
CHICAGO
Page 78 • May 13, 1957
Broadcasting • Telecastin
"TRICORN" table consisting of three pie-shaped
sections for single, paired or buffet usage is
main feature of conference room. North bank
of windows (1) are draped with translucent
white Fiberglas, giving them effect of being felt,
not seen. Overall interior effects are reflected
on east (rear) wall with three-dimensional,
charcoal-textured surface — the result of trans-
lating the "mood" of the design and achieving
actual mural in texture. Carpet is thick in a
light martini color.
ONE PART DELETED from the "Tricorn" conference
table accommodates a typical WBKB executive meet-
ing called by Sterling C. Quinlan (front), ABC vice
president in charge of station. Others (clockwise):
Con O'Dea, newsroom manager; Rex Maupin, music
conductor; Clar Heiser, national spot sales manager;
William Kusack, chief of engineering; Elliott W.
Henry Jr., advertising, promotion and publicity di-
rector; John Fitzpatrick, production manager; Tom
Osborne, office manager; Grover J. Allen, executive
producer, and Mathew Vieracker, general manager.
In background are twin monitor screens.
DEPARTURE in conventional layout of tv sta-
tions was instituted by WBKB with central
control facility housing 90% of all technical
equipment, including all camera control units
in area rather than in studio control rooms.
Station claims setup permits extremely flexible
operation and simplifies conversion to color tv,
describing it as "nerve center." Only audio
controls and video switching panels are main-
tained in individual control booths. Shown here
is monitor panel console.
BLEND of working and living room char-
acteristics is achieved in Vice President
Quinlan's "executive suite." White Fiber-
glas background is actually continuation
of north wall in conference room, while
east wall (right) is covered with draw-
drapes of soft shades of purple and pur-
ple-gray. (Both are window walls, while
remaining two are neutral depending on
furniture.) Executive desk is warm wal-
nut with cane front and "L" shaped ex-
tension for tape recorder and other equip-
ment.
Broadcasting • Telecasting
May 13, 1957
Pase 79
SUCCESS
The close alliance of efforts between Montana & Schultz, archi-
tects, who planned the suites for the new American Broadcast-
ing Company accommodations, and Polk Bros, own Architec-
tural-Designer Service, enabled us to translate the architects
thinking about interior designing into fulfillment.
This understanding of architectural planning and thinking, and
an all-encompassing knowledge of sources for every item of
furniture and the accessories, from wall coverings, floor cover-
ings and fabrics through vhe gamut of highly stylized office
furniture, lamps, etc., is available through Polk Bros. Contract
Division.
9
QQQ
8
Polk City— 2850 N. Central Ave.— Chicago 34, Illinois— NAtional 2-5600
WBKB-TV
Congratulations and best wishes
for your successful and progressive planning
as reflected in your new Chicago studios
General Communications, Inc.
MAKERS OF TIME PROVEN EQUIPMENT
• Complete color video switching and distribution systems
• Remote control — preisolated — relay operated switches
• Originators of current stabilize — multiple output — feedback video amplifiers
• Master and individual power supplies — sync amplifiers — color mixer amplifiers
• All new style plug in chassis designed for top quality color operations
• Custom built switches — preset or instantaneous — combined audio — any size
FORT ATKINSON, WISCONSIN
ABC-TV
Page 80 • May 13, 1957
Broadcasting • Telecasting
they like their
new home in Chicago
WBKB
Broadcasting • Telecasting
May 13. 1957 • Page 81
WBKB (TV)— American Broadcasting Company
44
Correlation" by STEEL AGE
Again the Quality Choice for a
Modern Office
Our sincere congratulations to
WBKB (TV) and the American
Broadcasting Company upon the
dedication of their new and modern
facilities in the ABC State Lake
Building, Chicago.
Corry-Jamestown is especially
proud of the fact that Steel Age
"Correlation" desks were selected
for WBKB's new offices. Combining
beauty and modern styling with
flexible, modular construction, Cor-
relation office furniture assures
WBKB of facilities among the most
efficient and attractive in the tele-
casting industry.
CORRY-JAMESTOWN MFG. CORP.
CORRY 3, PA
Dealers in Principal Cities Throughout the Country
WBKB
channel
Page 82 • May 13, 1957
Broadcasting • Telecasting
and led WLilieb on uvuz new Lome.
(f
We at tpa feel signally honored to be associated with you, and proud
that we can share in this achievement — one of the most significant
expansions in the television industry. In saluting you on your success,
we point with pride to these tpa series now scheduled on WBKB —
/
starring JOHN HART ana LON CHANEY
COMING SOON!
THE COUNT
OF
MONTE
CRISTO ^
starry GEORGE DOLENZ
SUNDAYS-4 to 4:30 P. M
i
starring ANN SOTHERN
MONDAYS through FRIDAYS
1 to 1:30 P. M.
SATURDAYS 9:30 to 10 P. M.
FOREIGN ^
LEGIONNAIRE
starring BUSTER CRABBE
as CAPTAIN GALLANT
and featuring "CUFFY" CRABBE
SUNDAYS-5 to 5:30 P. M.
Television Programs of America, Inc.
EDWARD SMALL • MILTON A. GORDON • MICHAEL M. SILLERMAN
Chairman President Executive Vice-Presicer:
488 Madison Ave., New York 22, N. Y. • PL. 5-2100
Broadcasting • Telecasting
May 13, 19: 7 • Page S?
* Air Conditioning
* Heating - Piping
KROESCHELL
ENGINEERING CO.
215 WEST ONTARIO STREET . DEIaware 7-4820
IHIe SattUe A. B. t
GREENWOOD CONSTRUCTION CO.
GENERAL CONTRACTOR
64 W. RANDOLPH ST.
CHICAGO, ILLINOIS
Page 84 • May 13, 1957
Broadcasting • Telecasting
Jtlemorp
of
John Balaban
Mr. & Mrs. Arthur Glass
Continues from page 78
and promotion director in 1950 and pro-
gram manager in February and general
manager in July 1953. He was elected vice
president in charge of the ABC o&o outlet
the following December.
► Claims several "firsts," among them:
mobile relay west of New York, with seg-
ments of Michigan Ave. Shriners' parade
in Chicago (September 1941); an educational
tv program (September 1945); on-the-spot
coverage of a local disaster, a furniture
store explosion-fire (1947); Chicago Cubs tv
coverage and Tam O'Shanter championship
golf tournament (1946); high-frequency re-
lay from South Bend, permitting transmis-
sion of U. of Notre Dame home football
games (1947), and from Michigan City, for
pro boxing bouts (January 1948); a system
of instantaneous theatre tv west of New
York; full-length telecast of legitimate stage
plays (said by the station to be the first In
the country).
► Premiered Kukla, Fran & Ollie, Super
Circus, Polka Time, and Don McNeill's
Breakfast Club, as local and network (ABC-
TV) properties. Among its local personali-
ties: Francois Pope, Norman Ross, Mary
Hartline, Angel Casey, Tom Duggan, Ulmer
Turner, Art Hern, Win Strackle and a host
of others who have gone to the national
networks.
► Barney Balaban, president and co-founder
of B & K and pioneer in W9XBK. died
April 4.
if if - i :
MORE SUBDUED FURNISHINGS are in
General Manager Vieracker's office aside
from walnut cabinets and executive desk.
Carpet is cocoa color and chairs are up-
holstered in ochre and blue. Wall back
of Mr. Vieracker (1) and Manuel Fin-
gerhut. WBKB controller, is draped in
white Fiberglas with blue accent. Assist-
ant treasurer's office is similar to Mr.
Vieracker's; office of vice president's sec-
retary has same carpetry and desk motif.
donara tvi (a tion$
WBKB
AND THE
American Broadcasting Co.
PACKING
MOVING
STORAGE
10 WAREHOUSES
TO SERVE YOU
JOYCE BROS.
STORAGE & VAN CO.
6428 N. CLARK STREET
ROgers Park 4-0033
CHICAGO
Wilmettr32 P^T^l PACKING
UN 4-731 7 fjOYCEj STORAGE
RO 4-0033 ^J.^ SHIPPING
(AGENT ALLIED VAN LINES)
JOYCE BROS.
STORAGE & VAN CO.
WELCOME
NEIGHBOR!
TELEVISION
STATION
WBKB
of the
AMERICAN
BROADCASTING
COMPANY
STINEWAY
DRUG
STORE
STATE & LAKE BUILDING
CHICAGO. ILLINOIS
Broadcasting • Telecasting
Max 13. 1957 • Page 85
\
A great big firewor
lay for . .
/
WRKR
CHICAGO,
/ L\
fib. ■ ■■■ A.
NT A
NEW YORK
CHICAGO
HOLLYWOOD
TORONTO
MEMPHIS
BOSTON
MINNEAPOLIS
ON THE OPENING OF WBKB'S NEW FAOt
IN THE STATE-LAKE BUILDINK^
lyiii uj*
" *
N
Te
ATIONAL lELEFILM ASSOCIATES, INC
60 W. 55th STREET • NEW YORK 19, N. Y. • PHONE: PLAZA 7-2100
. whose fabulous 20th Century-Fox feature films have been
chalking up juicy ratings on WBKB, Friday nights at 10.
"CfrYere kappu io he w'dk you
WBKB in ijour new Lome
In tke ABC State £>ake J5uit()inq.
sfc WAYNE ATKINSON . . .staff announcer— "v.i.p."
DON McNEILL'S BREAKFAST CLUB— A.B.C. RADIO
$t CHUCK BILL . . "ADVENTURETIME," 4:30-5:00 DAILY, WBKB
DON McNEILL'S BREAKFAST CLUB— A.B.C. RADIO
5£ RONNIE BORN
"RECORDLAND BANDSTAND"
5{c ANGEL CASEY . . . "morning spectacular" — 8 to 9 a.m. daily
"MICKEY MOUSE CLUB"
* JOHNNY COONS
"THE UNCLE JOHNNY COONS SHOW"— 12 NOON, MON. THRU FRI.
* BILL CUTHRIE
STAFF ANNOUNCER
% MARY HARTLINE
2f: ART HERN . . . M.C., "MORNING SPECTACULAR," 8 TO 9 A.M. daily
"MICKEY MOUSE CLUB"
^ FRED KASPER . . . staff announcer— "paul harvey news"
"ALL STAR BOWLERS"
5js RANDY KENT. . . staff announcer— "paul harvey news"
"KUKLA, FRAN AND OLLIE"
sfc MORT NEIMARK . . . "smile-club" 4-4-.30 sat.
WHIMSICAL CHILDREN'S DENTAL EDUCATION
^ BRUCE NEWTON (puppets and visual effects)
"MORNING SPECTACULAR" — "SMILE-CLUB"
^ FRANCOIS POPE . . . -creative cookery-— 9 to
10 A.M. DAILY (AND SONS FRANK JR. AND BOB)
% NORMAN ROSS ... -7 at n a.m.,- -v.i.p."
* BUD & JIM STEWART . -here's geraldine-
^ BILL WOLFF . . . STAFF ANNOUNCER
Broadcasting • Telecasting
May 13, 1957 • Page 87
Television's
First Exclusive National Representative
BLAIR ~TV Madison Avenue, New York 17, N. Y.
[_ J TEmpleton 8-5800
Boston
Chicago
Dallas
Detroit
Jacksonville
Los Angeles
Sew York
St. Louis
San Francisco
Seattle
May 10, 1957
Mr. Sterling C. Quinlan,
Vice President
Television Station WBKB
ABC-State-Lake Building
Chicago, Illinois
Dear Red:
lt is no casual cogent to say that we jongratulat . t j e
^erican Broadcasting , Company and Stat i -c_state.Lake
superb new Chicago headquarters
Building.
•FfMi-£><? it is a genuine
For every salesman in our ten off , consistent record
pleasure to represent a stat ion viewers - and,
Pof outstanding serv ice to i ts milll ^ ^ advertisers.
in consequence, outstanamy
Best regards,
Wi 1 1 iam H. Weldon
Pres ident
WHW:pmh
Page 88 • May 13, 1957
Broadcasting • Telecasting
rILM
^3ig Expansion Planned
By AAP Unit Overseas
\ full-scale entry of AAP Inc., distributing
tgent for Associated Artists Productions
Corp., into the foreign market was to be an-
lounced over the past weekend by Norman
|<.atz, director of AAP's foreign department.
Mr. Katz at the same time was to reveal:
• Agreement with a syndicate to distribute
all the company's product, both theatrical
and tv, in Latin America for an amount "in
.;xcess of $6 million" and with AAP retain-
ing an interest in the distribution company.
• First "big" sale in the Eastern Hemis-
phere, with purchase by Granada Tv and
jjAssociated rediffusion for British tv of
AAP's Popeye cartoons [Closed Circuit,
jApril 29]. AAP also is in active negotiation
("with all leading commercial stations and the
[BBC" for use of all AAP products in Eng-
land.
• AAP is negotiating with Douglas Fair-
banks Jr.. planning to make him a top execu-
tive in the foreign operation. "If the plan
goes through," according to AAP, "he would
become an 'ambassador at large' represent-
ing AAP overseas."
Overseas activity will duplicate all AAP's
jmoton picture, tv and allied activities in the
jjU. S. Associated Artists Productions Corp.
Ijowns all Warner Bros, products through
1949. including features, cartoons and short
subjects, and has Popeye cartoons, several
hundred additional feature motion pictures
and a number of tv series.
Mr. Katz made two trips around the
,| world during a three-year period in which
"careful study" of the foreign market was
made. The decision for a "major expansion"
into the Eastern Hemisphere hinged on the
!j conclusion of a pact for distributing the com-
pany's product in the western half of the
world.
The Latin American distributing company
will include Robert Kronenberg, until re-
cently AAP's western division manager and
who will head the operations, and a group
of important industrialists, bankers and exec-
utives in various Latin American countries.
Mr. Kronenberg was to leave for Central
and South America yesterday (Sunday) to
begin actual sales aciivities.
The foreign AAP companies will sell and
utilize all AAP rights acquired along with
the motion picture negatives. They will re-
i lease products to tv and to theatres when
such rights revert to AAP and also pictures
for non-theatrical use as well as literary
rights for live theatrical, tv and radio pro-
duction. They also will license merchandis-
ing items similar to the Popeye arrangement
in effect in the U. S., records and other
products.
AAP plans to produce and co-produce
motion pictures in various countries where
; its product is sold. Re-investment also will
I include possible acquisition abroad of tv sta-
tions and, at the same time, AAP will be
"anxious" to acquire foreign-made motion
pictures for release in the U. S.
Mr. Katz, who also is executive vice presi-
I dent of Dominant Pictures Corp.. AAP's
:. theatrical distributing subsidiary, will be in
charge of the Eastern Hemisphere operation,
leaving the U. S. May 17 for London where
he will headquarter. Frederick Hyman, as-
sistant treasurer of AAP, who will accom-
pany him, will organize various procedures
and systems as well as financial and banking
activities before distribution is set up in the
various countries.
TPA Organizes 'Task Force'
To Make Filmed Commercials
A "tv commercial task force," designed to
produce commercials and tailor-made filmed
openings and closings for national, local and
regional advertisers in any part of the coun-
try, has been organized by Television Pro-
grams of America, it was announced last
week by Michael M. Sillerman, TPA execu-
tive vice president.
Al the same time Mr. Sillerman an-
nounced that Walter [. Gould is joining the
TPA staff today (Monday) as producer in
charge of the expanded commercial divi-
sion. Although TPA has its main film studios
in Hollywood, Mr. Gould, who resigned
from Guild Films to join TPA. will head-
quarter in New York City.
Under the expansion plans, the TPA
commercial division also will produce in-
dustrial films and documentaries in black
and white and color.
"'Organization of the tv commercial task
force' marks the first time that a mobile
1
"THE VOICE
OF LONG ISLAND"
W
DELIVERS
A Major Independent Market
NASSAU COUNTY
POPULATION
1,180,000
10th
among
U.S. Counties
BUYING INCOME
Total
$2,928,340,000
8th
among
U.S. Counties
Per Family . . .
$ 8,503
5th
U.S. Counties
RETAIL SALES
$1,534,786,000
11th
a a
U.S. Counties
Food Store . . .
$ 403,423,000
9th
a a
U.S. Counties
Auto Store . . .
$ 252,922,000
11th
a a
U.S. Counties
Lumber, Bldg.,
Hardware . .
$ 113,989,000
5th
among
U.S. Counties
Apparel
$ 113,070,000
13th
a tt
U.S. Counties
Gas Stations . .
$ 86,967,000
10th
a a
U.S. Counties
Household, etc.
$ 81,857,000
14th
a a
U.S. Counties
(Sales Management, May 1957)
Ora@ Station — WHLI — has a larger daytime audience in the
MAJOR LONG ISLAND MARKET than any other station! (Poise Survey!
SOON WHLI WILL INCREASE ITS POWER TO 1 0,000 WATTS
Big Bonus
Coverage
(Nassau, parts of
Queens, Suffolk &
Brooklyn)
Population . . . .
3,063,135
Net Income . . .
. $6,730,794,000
Retail Sales . . .
$3,365,152,000
WHLI
HEMPSTEAD
IONG ISLAND, N. Y.
Represented by GILL-PERNA
AM 1100
FM 98.3
the om of-
Paul Godofsky, Pres. & Gen. Mgr.
Joseph A. Lenn, Exec. VP Sales
Broadcasting • Telecasting
May 13, 1957 • Page 89
in BUFFALO..
your
ONE BEST BUY
IS
WBNY
Every day more and more top national
advertisers are buying WBNY when they
want to sell the big Buffalo Market. Our vol-
ume of national advertising is growing at
a faster rate than any other Buffalo station.
There's one big reason for all this . . .
VALUE! WBNY cost-per-listener is DOWN .
DOWN . . . DOWN while Pulse is
UP ... UP ... UP. Yes, check
WBNY any way you like, and you'll
agree . . . your best buy is WBNY!
BURKE-STUART
National Representatives
FILM
unit has become available to advertisers
everywhere, enabling a tv sponsor, irrespec-
tive of the size of his business or his loca-
tion, to produce first quality, customized
film sequences," Mr. Sillerman claimed.
The task force consists of Mr. Gould as
producer and director, a camera man, de-
partment heads, camera and light equip-
ment. It will be able to produce commercials
and openings and closings on location or in
studios available locally.
Ohio Film Firm Established
GENERAL PICTURES Corp., Cleveland,
has been formed to offer black-and-white
tv commercials, and news coverage.
George Oliva Jr., most recently tv-radio
copy and associate film director in the Cleve-
land office of Fuller & Smith & Ross Inc.,
a national advertising agency, is president
of General Pictures. Miliard M. Horace,
former vice president of Productions-on-
Film Inc., also Cleveland, is vice president.
He continues to represent CBS Newsfilm.
MGM-TV Ups '57 Gross Estimate
MGM-TV has been noting success in its
commercial and industrial film activity.
Charels C. (Bud) Barry, vice president in
charge of tv for Loew's Inc., said last week
he has revised his previous estimate of $1
million (gross) for the commercial depart-
ment's first year of operation and now feels
that $2 million is more "realistic."
After 90 days of operation (the depart-
ment was formed last February), the com-
mercial-industrial department has taken in
approximately $300,000 and expected an-
other $175,000 [B«T, May 6].
Cummings Adds Department
A NEW department has been formed at
Cummings Productions, New York, to pro-
duce filmed commercials and another set
up to make industrial shows and films. Su-
pervising is A. J. Pockock, who will be
responsible for expanding service to ad-
vertising clients, other than in creation, and
recording of singing commercials (Cum-
mings' primary production).
FILM SALES
CBS-TV Film Sales reports sales of Whirly-
birds to WKRC-TV Cincinnati; WHIO-TV
Dayton, Ohio, for Kroger Co.; Aylin Adv.
Agency, Beaumont, Tex.; WTIC-TV Hart-
ford, Conn., and Greenhill meat products
for Roanoke, Va.
Ziv Television Programs, N. Y., reports sales
of its New Adventures of Martin Kane half-
hour tv film series total 92, with latest sales
to Kroger Stores for WBNS-TV Columbus;
Sun Oil Co. for WTVT (TV) Tampa-St.
Petersburg, and Duquesne Brewing Co., for
WSAZ-TV Huntington, W. Va.
FILM DISTRIBUTION
National Telefilm Assoc., N. Y., is offering
new tv series, to stations; Funaraina con-
sisting of cartoons and educational programs
including "Cartoon Carnivals," Unusual
Occupations," "Pictorials," and "Inkwell
Imps." Series will be available in half-hour
and full-hour segments.
CONTRACT for Associated Artists
Productions' Warner Bros, features and
cartoons, as well as the Popeye Pack-
age, has been signed by Thomas B.
Baker Jr. (second from left), executive
vice-president and general manager,
WLAC-TV Nashville, it was an-
nounced last week by Robert Rich,
AAP general sales manager. With Mr.
Baker at the signing are (1 to r) Roy A.
Smith, operations manager of WLAC-
TV; Robert M. Reuschle, station sales
manager, and Robert Montgomery,
AAP account executive.
FILM PRODUCTION
Television Programs of America announces
that production of 26 new half-hour telefilms
for NBC-TV Fury series will start in Holly-
wood June 15, following renewal of pro-
gram last week by General Foods and
Borden Co. Agency for both firms: Benton
& Bowles.
FILM PRODUCTION
Theatrical Enterprises Inc., N. Y., is produc-
ing 15-minute tv filmed series. Ern West-
more Show, planned as five-day-week day-
time program. It will feature Hollywood
beauty consultant Ern Westmore giving
women tips on all phases of self-improve-
ment.
FILM RANDOM SHOTS
Robert Lawrence Productions Ltd., Toronto,
is offering French adaptations of American-
produced tv and industrial films for French-
Canadian market. Service is being offered to
American sponsors for their Canadian
branches or subsidiaries.
MPO Productions Inc., N. Y„ producers of
tv film commercials and industrial films,
has opened new Detroit-Midwestern sales
and service offices at 6560 Cass Ave., De-
troit, with Ross M. Sutherland as sales
manager.
Pan American World Airways, N. Y.. is of-
fering free to tv stations new half-hour color
film on Spain, "Castles and Castanets,"
which is obtainable from Ideal Pictures' of-
fices throughout the country.
FILM RANDOM SHOTS
Permafilm Inc., N. Y., film processing firm,
announces opening of Permafilm of Calif.
Inc. to serve west coast tv film distributors,
laboratories and producers. Offices and
treatment laboratory are located at 6446
Santa Monica Blvd., Hollywood.
Page 90 • May 13, 1957
Broadcasting • Telecasting
f o
o r y *
How well do you know the Boston market ?
Mention Boston and some people
think only of Back Bay, Beacon
Hill and Baked Beans. But for
others, the greater Boston area
means much more. What do the
above pictures mean for you?
A. Antique hunting decoys. On display in
historic Sturbridge Village.
B. Terracotta Statuette from Cyprus.
7th Century B.C.. Boston Museum of
Fine Arts.
C. Altar in Jewish Chapel. Brandeis Uni-
versity. Waltham. Mass.
D. Lou Webster. WEEI's popular Farm
Editor (at age four) .
E. Indian Signature (original Boston
resident ) .
F. A half-kite, half-balloon: otherwise
called a "sky hook." Manufactured in
Cambridge. Mass.
G. A rare New England tavern signboard.
H. Iron ring on Weld Boathouse. Harvard.
I. Swan boat in Public Gardens' Pond,
a favorite tourist attraction in Boston.
J. South Polar Camp of Rear Admiral
Byrd, who died recently in Boston.
K. Note pinned to infant abandoned in
Cadillac outside Boston hospital.
For those who advertise in Boston.
WEEI has a special meaning: it
knows the Boston market. This
means an advertiser can depend on
WEEI's knowledge for the most ef-
fective product campaign in Boston.
But if WEEI knows the Boston mar-
ket, so do Bostonians know WEEI.
WEEI leads all of its competitors,
both network and independent, in
audience penetration. On a total
week basis. WEEI reaches more than
81% of the radio homes in the Boston
area.* When you want your product
to mean something special in the
Boston market, call CBS Radio Spot
Sales or WEEI Radio.
Credits: E. G — State Trust Co.. Boston: F —
Dewey & Almy Chemical Co.. Cambridge.
'Source: 5-County Boston Pulse area. Pulse
CPA Report, November, 1956.
WEEI
NETWORKS
Says New Contract Is Winning Affiliates
MUTUAL officials reported last week that
their new affiliation contract [B»T, Jan. 28,
et seq.] not only is winning affiliates but
influencing independents, too.
Station Relations Vice President Robert
W. Carpenter said 12 independent stations
have made overtures toward affiliation and
that four already have been accepted, in-
cluding one that disaffiliated 20 months ago.
The returnee is KSET El Paso (1340 kc.
250 w) which left MBS in September 1955.
The three other independents accepted are
KRES St. Joseph, Mo. (1550 kc, 5 kw).
WFOX Milwaukee (860 kc. 250 w, day), and
KLCB Libby, Mont. (1230 kc, 250 w). They
join June 2, effective date of Mutual's new
style of contract, under which the network
is switching to a primarily music and news
operation.
Mr. Carpenter pointed out that with the
addition of WFOX Mutual will have a local
outlet in Milwaukee for the first time in the
network's 23-year history. Nor has it had
local representation in the three other mar-
kets in recent months.
He said action on the eight other applica-
tions of independents must be deferred until
Mutual sees whether current affiliates in
those cities adopt or reject the new contract.
Other officials meanwhile estimated they
already had received new signed contracts
from about 40% of the approximately 400
Mutual stations which are not owned by the
network or are not members of its Yankee
or Don Lee regional networks. These sta-
tions also will operate on the new contract
but their connections with Mutual, either
through ownership or through affiliation with
Don Lee or Yankee, made acceptance of the
new terms more or less automatic, authori-
ties said.
The new contract forms were sent out by
Mutual to all current affiliates about three
weeks ago. Officials expect to start analyzing
the returns in about a week. Overall, they
appeared pleased with the pace of returns
thus far (see picture).
Under the new contract. Mutual cuts its
option time to a half-hour a day Monday
through Friday, and six and a half hours on
Sunday. In addition there are certain periods
of "swap time," including five-minute news-
casts on-the-hour which will be available
for local sale in return for five minute news-
casts on the half-hour which Mutual may
sell. Mutual in turn will supply the stations
with a minimum of 57 hours of program-
ming per week for local sale.
MBS officials acknowledge that their sales
potential, with option time so severely re-
duced, is "limited." But Mr. Carpenter
pointed out that "we feel that the network
will be in a secure position with respect to
any clearance and can command the top
rates for time and talent due to the cover-
age, clearance and ratings obtainable only
FOLLOW THE LEADER
IN SACRAMENTO... 1
"i y.':\
Kin
*
s
*
I-.
✓
*
*
✓
* •
*
* • o
• • .
STA. C
mr\
NOV. '55* FEB.
• -
56* NOV. '56'
STA. D
■
* * * mm
FEB. 'STgljj [
K12
A graphic demonstration of
KCRA-TV's rise in Share of
Audience from Sign-on to
Sign-off, Sunday-Saturday.
Ask Petry about The
Highest Rated NBC
Station in the West.
'ARB. Sacramento
CLEAR
KwKA'TV
CHANNEL
SACRAMENTO, CALIFORNIA
Serving 28 Northern California
and Nevada Counties
NO ONE would object to being swamped in
a situation like this. Robert W. Carpenter,
Mutual station relations vice president, has
cause to smile, surrounded as he is by the
first batch of about 200 signed contracts
returned by MBS affiliates under the new
"music and news" formula effective June 2.
The network distributed some 400 contracts
several weeks ago.
through such an operation."
In a letter to affiliates he said the plan
will permit Mutual "to continue services to
you on a profitable basis" — without which,
he said, "economics would dictate either a
severe curtailment in services or the end of
network services as known today."
Unofficially, it has been estimated that
the network's sales potential strictly within
the time periods specified as Mutual's in the
new contract, is about $8 million a year.
This does not include any sales made by
Mutual and cleared by the stations outside
of Mutual time, such as the 11 Notre Dame
U. football games which the network will
carry again this fall. Pontic Div. of Gen-
eral Motors will sponsor half of each game
and the other half will be available for sale
by the stations, as last year. Mutual's gross
on the Pontiac sale has been estimated at
around $190,000.
CBS Radio Plans Milestone
In Hour Crime Documentary
PLANS for what they called "the most de-
tailed examination of a criminal case ever
attempted by broadcasting" were announced
Friday by CBS Radio officials. The program,
a tape-recorded documentary with news-
man Edward R. Murrow as narrator, will
explore The Galindez-Murphy Case: A
Chronicle of Terror. It will be presented next
Monday at 8-9 p.m. EDT.
Spokesmen said the show will make public
for the first time much new information
bearing on the triple mystery of ( 1 ) the
disappearance in 1956 of Dr. Jesus De
Galindez, Columbia U. instructor and out-
spoken enemy of the Dominican Turjillo
regime; (2) the subsequent death of Gerald
Lester Murphy, a pilot who told friends he
helped kidnap Dr. De Galindez and (3) the
purported suicide of Octavia de la Maza, Mr.
Murphy's fellow-pilot, in a Ciudad Trujillo
jail.
The mystery of Dr. De Galindez has
never been cleared up and the U. S. State
Dept. has officially expressed dissatisfaction
with the Dominican account of the deaths
of Messrs. Murphy and De La Maza. The
Chronicle of Terror program was produced
by CBS Public Affairs."
Page 92 • May 13, 1957
Broadcasting • Telecasting
TENMESSEE
MISS
BIRMINGHAM
Announces
Th<
the Appointment of
HENRY I. CHRISTAL
National Sales Representatives
Co.
Effective
June 1st
6A
\len*ure of u Great
liadio Station
As one of America's pioneer stations. WAPI takes pride in
becoming associated, through, distinguished representation,
with these leadership stations:
WBAL— Baltimore
WBEN— Buffalo
WGAR— Cleveland
WJR— Detroit
WTIC— Hartford
WDAF— Kansas City
KFI — Los Angeles
WHAS— Louisville
WCKR— Miami
WTMJ — Milwaukee
WHAM— Rochester
WGY — Schenectady
WSYR — Syracuse
WTAG — Worcester
WAPI
NBC
10,000 Watts Clear Channel
The Voice of Alabama
1070 KC
FLORIDA
Broadcasting • Telecasting
May 13. 1957 • Page 93
NETWORKS
MR. GRANT
ABC-TV Appoints Armand Grant
As Daytime Executive Producer
ARMAND GRANT has been appointed to
the newly created post of ABC-TV execu-
tive producer for daytime programs, effec-
tive immediately, according to James T.
Aubrey Jr., vice
president in charge
of programming
and talent.
Mr. Grant, for-
merly vice presi-
dent and general
manager of WKIT
Garden City, L. I.,
will be responsible
for "the many new
live' programming
properties which
ABC-TV is prepar-
ing for its daytime
schedule this fall," said Mr. Aubrey. "Many
of these now are in the planning stages," he
continued, "with pilot films on the most
promising properties to be made in the near
future."
Prior to joining WKIT, Mr. Grant served
from 1948-1956 as assistant general man-
ager in charge of programming and sales
for WAAM (TV) Baltimore. He also has
been an account executive with WBAL-AM-
TV Baltimore.
CBS Newsmen Claim Scoop
With Story of Cuban Rebel
CBS claimed a journalistic scoop with a
"cloak-and-dagger" air last week when two
of its newsmen walked out of the jungles
of Western Cuba with an exclusive sound-
and-picture story of life in the secret moun-
tain camp of revolutionary leader Fidel
Castro.
Newsman Robert (Bud) Taber and news
cameraman Wendell Hoffman joined the
Castro band 10 days ago after five days of
being passed along from family to family of
Castro sympathizers. Mr. Hoffman showed
up Monday with more than two hours of
film and two hours of taped interviews with
the revolutionist and his band. Edited, they
are scheduled for presentation next Sunday
on CBS-TV (6-6:30 p.m. EDT) and CBS
Radio (9:05-30 p.m. EDT). Mr. Taber
emerged from the jungles Thursday, bring-
ing with him two runaway U. S. youths
whom he turned over to American authori-
ties in Santiago.
Radio Networks for News,
NBC's Danzig Tells Kiwanis
NETWORK radio's function today should
be essentially that of furnishing news and
information, Jerry A. Danzig, vice president
for NBC Radio Network programs, told the
Camden, N. J., Kiwanis Club May 3.
He predicted that within the foreseeable
future it will be possible to have home ra-
dio sets turned on electronically whenever
news of importance occurs. This, he indi-
cated, may come as a new application of the
electronic device which NBC Radio uses
daily, in connection with its "Hotline" serv-
ice, to alert affiliates when important news
bulletins are coming up.
He also said the post-tv decline in radio
listening has been halted and audience size
once more is increasing.
Mr. Danzig predicted that "personal ra-
dios will soon be carried as commonly as
wrist watches are worn — but for a purpose.
Nobody is going to carry a radio around to
listen to rock and roll. People today want
to keep in touch with the world — to know
what's going on at the moment in any coun-
try. This is the function of network radio — ■
to be in touch and keep in touch. . . .
"Network radio suffered from an in-
feriority complex but now we know that we
can outmaneuver television in a number of
areas.
"The future of network radio lies in speed
of communication, but this is electronic. To
the technical devices we must apply intel-
ligence and a dedication of our purpose to
make the American citizen the best informed
in the world."
He also foresaw a greater interchange-
ability of news between newspapers and
radio.
FALL COLOR
THERE'S just not enough color pro-
gram activity left for the summer. That
was the gist of CBS-TV's explanation
last week of its plan to shut down its
network color transmission for a long
summer, starting May 15. The network
feels it "obviously" will be telecasting
color again come fall.
Feldman Named CBS-TV V. P.
PROMOTION of Philip Feldman to CBS-
TV vice president and business manager of
talent and contract properties in Hollywood
is being announced today (Monday) by
CBS-TV President Merle S. Jones.
Mr. Feldman joined the CBS-TV business
affairs department in Hollywood in Septem-
ber 1953 as associate director and became
director in October 1954. In his new post
he will continue to report to W. Spencer
Harrison, vice president and business man-
ager of talent and contract properties for
the network.
CBS Nets $5.9 Million For First '57 Quarter
CONSOLIDATED net income of CBS Inc. Net revenues and sales for the quarter
for the first quarter of 1957 was $5,907,- totaled $95,946,932, compared with $88.-
323, compared with $4,462,783 earned in 406,663 for the corresponding period last
the comparable period of 1956, it was re- year. This represents an increase of 8.5%.
ported Wednesday by William S. Paley, Mr. Paley said strengthening on the profit
chairman, at the meeting of the board of side was due in part to the liquidation last
directors. This is an increase of 32.4%. The summer of the CBS-Columbia Division, the
current earnings are equivalent to 77 cents company's radio and television receiver
per share, an improvement of 17 cents over manufacturing unit, which had been tin-
the 60 cents per share earned in the first profitable in recent years,
three months of 1956. Per share earnings are At the meeting, the board of directors
calculated on the average number of shares, declared a cash dividend of 25 cents per
7,651,446 in 1957 and 7,485,837 in 1956, share on its Class A and Class B stock, pay-
outstanding during the respective three able June 7, 1957, to stockholders of record
month periods. at the close of business on May 24, 1957.
CBS' FIRST QUARTER STANDING
Three Months Ended
March 30, 1957 March 31, 1956
(13 Weeks) (13 Weeks)
Net Revenues and Sales $95,946,932 $88,406,663
Deduct:
Operating expenses and
cost of goods sold . . $66,709,321 $63,164,839
Selling, general and ad-
ministrative expenses . 14,979,540 13,859,516
Provision for deprecia-
tion and amortization
of fixed assets . . . 1,683,252 1,668,333
83,372,113 78,692,688
12,574,819 9,713,975
Miscellaneous income, less miscellaneous de-
ductions 72,504 108,808
Income before federal taxes on income . . 12,647,323 9,822,783
Provision for federal taxes on income . . . 6,740,000 5,360,000
Net Income $ 5,907,323 $ 4,462,783
Earnings per share (Note 1) $ .77 $ .60
NOTE: Earnings per share are calculated on the average number of shares, 7,651,446 in 1957
and 7,485,837 in 1956, outstanding during the respective three-month periods.
Page 94 • May 13, 1957
Broadcasting • Telecasting
EXCLUSIVE ABC
OKLAHOMA CITY
APPOINTS
BLAIR
INC.
as exclusive national representative effective May 1, 1957 . . . BLAIR offices in . .
New York
Chicago
Detroit
Jacksonville
St. Louis
San Francisco
Los Angeles
Dallas
Boston
Seattle
the new KGEO-TV tower
1386' ABOVE AVERAGE TERRAIN • FULL POWER 100,000 WATTS
BROADCASTING • TELECASTING
May 13, 1957 • Page 95
WDBJ
for almost 33 years
OUTSTANDING
in
ROANOKE
and Western Virginia
RADIO
by any measurement1.
N.C.S. No. 2
Spring, 1956
WDBJ has more than
TWO TIMES the DAILY
N. C. S. Circulation of
Station "B"; more than
THREE TIMES the circu-
lations of Stations "C"
and "D".
The one they listen to
MOST is the one to BUY!
Ask your Peters,
Griffin, Woodward
"Colonel" for the whole
wonderful story!
NETWORKS
Sarnoff Tees Off on 'Top Tens'
In 'Letter' to Radio-Tv Editors
RATINGS are here to stay, but "'top tens"
out'ht to be abolished.
So said NBC President Robert W. Sarnoff
last week in the third of his series of "let-
ters" to radio-tv editors.
"If I had the power — which I don't and
never will have — to govern the treatment
of ratings, I would start off by abolishing
the Top Ten, because of a long-standing
distaste for fractions," he wrote.
"The second March Nielsen had CBS
with six shows and NBC with four. The
1 1 th rated, our Tennessee Ernie Ford, was
five-tenths of one point behind No. 10.
From there on down, fractions were ram-
pant. The No. 15 show was less than one
full point in total audience behind the No.
10 show; the No. 20 show less than one
full point behind the No. 15 and less than
three full points behind No. 10.
". . . Rating services admit they are not
precise within fractions of points. In fact,
any difference of less than two or three
rating points is not significant. Yet the top
ten has. become an almost exclusive symbol
of success in some circles."
Ratings, Mr. Sarnoff said, do have a "real"
value in showing broad trends that help
planners to chart programming and sales
courses, but are not "the end-all of televi-
sion."
He recalled that NBC stopped issuing
overnight ratings last fall (but later relented
insofar as sponsors, agencies and talent were
concerned) and took a slap at the practice
of "rushing out victory claims, based on
one show in one night."
NBC still holds to the policy of "not
going to the press with individual show rat-
ings," he pointed out, at the same time
acknowledging that this doesn't keep news-
men from getting the ratings elsewhere.
Keystone Adds 16 Affiliates
THE Keystone Broadcasting System last
Monday announced the following 16 new
station affiliates:
WPFA Pensacola, Fla.; WPCO Mount
Vernon, Ind.; KWBG Boone, Iowa; KVHL
Homer, La.; WDON Wheaton. Md.; KBMO
Benson, Minn.; KHAM Albuquerque, N. M,;
WNYS Salamanca, N. Y.; KBCH Ocean-
lake, Ore.; KABR Aberdeen, S. D.; KLEN
Killeen, Tex.; WRKE Roanoke. Va.; KXLE
Ellensburg and KAPA Raymond, both
Wash.; WCEF Parkersburg, W. Va., and
WRFW Eau Claire, Wis. The additions bring
the KBS affiliate list to 948 stations, accord-
ing to Blanche Stein, station relations di-
rector.
Writer Sues 'People are Funny'
DAMAGE suit of $1 million has been filed
by writer Donald W. Weed against the
NBC-TV program People are Funny, the
network and a number of individuals. Mr.
Weed's suit, filed in Los Angeles Superior
Court, charges material he submitted was
used on the program with no compensation
to him. He alleges he presented his idea in
May 1956 under the title of "Meet Your
FOR REAL
THOSE tense moments on Panic
(NBC-TV. Tuesday, 8:30-9 p.m.
EDT) are not all make-believe. Things
often are pretty frightening on the
other side of the camera, too. For the
May 7 telecast, McCadden Produc-
tions, Hollywood firm which produces
the series, had to arrange a million-
dollar policy with Lloyd's of London
covering the story"s hazardous loca-
tion for a 24-hour period.
The climactic scene showed a man
trapped inside a tall oil tank with Los
Angeles Fire Dept. personnel and
equipment trying to reach the perilous
site. The action was so dangerous
that the city of Los Angeles had to be
indemnified at a million dollars.
Lloyd's, because of the large amount
involved, placed the policy with com-
panies around the world.
Date," and that it has been used since Sep-
tember with no payment to him. Other de-
fendants include Art Linkletter, the NBC-TV
program's master of ceremonies, and various
sales and production executives connected
with the program.
NBC Took His Idea, Says Revnes
DAMAGE suit for $200,000 against NBC
was filed in the Federal District Court in
Los Angeles last week by Maurice Revnes,
tv and motion picture producer, who
charges the NBC-TV series Festival of Mu-
sic is based on an idea he submitted to the
network in 1954 under the title Cavalcade
of Music. NBC turned down his idea at
that time, Mr. Revnes states in his com-
plaint, but subsequently "secretly delivered
his property" to Showcase Productions,
which produced the Festival of Music pro-
grams telecast by NBC-TV.
NETWORK SHORTS
NBC-TV has pencilled two film series into
definite time slots for fall: Costume drama
now being filmed in England, 7:30-8 p.m.,
Tuesday, and Pony Express, which network
describes as "adult outdoor drama," at 7:30-8
p.m., Friday.
CBS-TV announces that Strike It Rich will
be telecast on West Coast same day it is
aired in East, via Ampex Tape. Series has
heretofore been shown with seven-day delay
in West via kinescope. Strike It Rich also
gets new West Coast time, 3:30-4 p.m. PDT,
Mon.-thru-Fri.
ABC reports its Vine St. radio studios in
Hollywood will be converted to tv produc-
tion for four daytime audience participation
programs scheduled to start on ABC-TV in
fall. Quartette includes three shows formerly
on radio or tv: Glamour Girl, What's the
Name of That Song?, and Bride and Groom
and new program Parlay, to be packaged
by Bill Burch and directed by Joe Landis.
CBS Radio reports it has renewed Robert Q.
Lewis Show contract for next season.
WDBJ
AM • 960 Kc. • 5000 watts
FM • 94.9 Me. • 14,000 watts
ROANOKE, VIRGINIA
Page 96 • May 13, 1957
Broadcasting • Telecasting
WGR-TV
SE LLS
BUFFALO
ABC AFFILIATE CHANNEL 2
Peters, Griffin, Woodward, Inc.
Representatives
May 13, 1957 • Page 97
MANUFACTURING
RCA QUARTER SALES SET RECORD
• $295.8 million revenue 8% over 1956 period — Sarnoff
• He forecasts decade of progress at stockholders meet
RCA and its management team received an
overwhelming vote of confidence Tuesday
from more than 1,000 shareholders (repre-
senting a total of 14.8 million voted shares)
at the company's 38th annual stockholder
meeting at NBC headquarters in New York.
Though there was no dearth of comment
from "minority stockholders." The meeting
was one of the most placid in post-war RCA
history.
Forecasting that "within the next ten
years, RCA will equal or surpass the great
progress it has made during the past dec-
ade," Board Chairman Brig. Gen. David
Sarnoff reported an all-time record high of
$295.8 million sales for the first quarter of
1957 — representing an increase of $20.9
million or 8% over the first three months
of 1956. Gen. Sarnoff also told of other
record strides and achievements in all fields
of RCA endeavor: broadcasting, electronic
computers, radar, government orders, pho-
nograph and hard goods manufacture, re-
search and development.
In his annual statement, he alluded to last
year's $1.1 billion business volume, noted
that RCA had finally broken into the ranks
of the select few companies doing over a
billion dollars worth of business annually
and reminded stockholders that share earn-
ings "more than quadrupled" during the
past 10 years.
All in all, nearly everyone exuded confi-
dence and buoyant optimism. Gen Sarnoff
lauded RCA's new president, John L. Burns,
as a man of high integrity and a "long-
standing member of the RCA family." The
United Shareholders of America presented
the general with a suitably inscribed scroll,
praised his "genius" and "leadership," and
Mr. Burns declared that so far as he was
concerned, the electronics industry- — partic-
ularly RCA's share — is only on the thresh-
old" of "big advances." The majority of the
stockholders present backed the Messrs.
Sarnoff, Burns, et al., when they supported
an RCA-conceived proposal for a new stock
option plan, 11.3 million shares against
498,083 shares. And they killed a proposal
that would have restricted yearly compen-
sation of RCA executive officers to $200,000
(or not more than 100% of an officer's base
pay, whichever would be lower).
While lamenting a low profit margin on
RCA tv receiver sales. Gen. Sarnoff noted
that "there is nothing wrong with the tele-
vision industry today that cannot be cured
by color." He found support for this state-
ment from song publisher and talent agent
Barney Young, although for different reasons.
Charged Mr. Young: NBC is a Jim Crow
network. The one-share stockholder ex-
plained that by allegedly refusing to hire
Negro talent on a permanent basis, NBC
hasn't "yet reached the state of segregation
because there's nothing to segregate," ergo,
it isn't ready to implement "integration" as
it claims it's doing.
After the demand to know where the
RCA board "stood on this issue," Robert
W. Sarnoff, the network's president, took the
floor and replied. NBC, he said, picks its
programs and performers on the basis of
performance, not on race, color or creed.
Though the network champions "integration
without identification," e.g., starring Negro
soprano Leontyne Price in NBC Opera
Theatre's version of Tosca, Mr. Sarnoff
continued, "We do not argue for preference
. . . but for quality." Furthermore, he said,
"the existence of all-colored shows depend
primarily on their quality and sales pros-
pects," adding, "many Negroes aren't in
sympathy with all-colored shows."
(Mr. Young, currently engaged with song-
writer Gloria Parker in an anti-rock 'n roll
campaign designed to force the three net-
works to divest themselves of interest in
Broadcast Music Inc., said later he manages
several Negro singers and actors and that
he "isn't through yet.")
RCA's advertising program also came up
for discussion during the course of the two-
rise from within the ranks, and why offer
him a 10-year contract? It was countered
when Gen. Sarnoff claimed that as senior
partner in Booz, Allen & Hamilton, Mr.
Burns — being "thoroughly familiar with RCA
administration and policy" — was "most
qualified" to head the company and that the
firm had to make as lucrative an offer as
possible to persuade the management con-
sultant to head RCA. Gen. Sarnoff also im-
plied that under the stewardship of "such a
fine group of men" as his, RCA could not
be "a one-man organization."
Though there was a flurry of verbal ex-
changes concerning the makeup of the
board, the real fireworks did not come until
after the meeting had adjourned. At that
time Miss Parker cried that the general
had glossed over that part of the agenda
calling for "new business," thus cheating
her out of making her anti-BMI proposal
(also made at last month's CBS meeting).
She berated the company's chairman face-
to-face in full hearing of the assembly. The
self-described "88-pound firebrand" yelled at
reporters to take note of the "Sarnoff dicta-
torship." They failed to do so. So did the
general, who brushed her off with a public
"Darling, you've got lots of sex appeal" and
then left the hall.
RCA'S FIRST QUARTER STANDING
1957
Products and services sold $295,773,000
Cost of products and services sold and
other operating costs 270,232,000
Profit before federal taxes on income 25,541,000
Federal taxes on income 12,731,000
NET PROFIT for quarter 12,810,000
Preferred dividend 788,000
Balance for common stock 12,022,000
Earnings per share on common stock 0.87
1956
$274,848,000
249,453,000
25,395,000
12,668,000
12,727,000
788,000
1 1,939,000
0.85
hour meeting. In reply to a stockholder
demand. Gen. Sarnoff pegged RCA's total
1956 advertising budget at $35.2 million —
3.1% of its total earnings — and compared
it to 1 955's ad budget of $30.3 million or
2.9% of the earnings that year. He referred
another question, this one an allegation that
an RCA franchiser had engaged in "near-
fraudulent" advertising, to Robert L. Wer-
ner, RCA vice president and general at-
torney, who promptly disclaimed any cor-
porate responsibility for "dealer advertis-
ing."
Another stockholder query from the floor
— namely that NBC's Sarnoff ought to have
a regular spot during future annual meetings
to answer questions regarding network oper-
ations— was promised "serious considera-
tion" as was the demand that inter-studio tv
be used "to bring the faces of management
to the back of the room." Laughter rippled
through Studio 8H as another shareholder
wanted to know why Robert Sarnoff wasn't
represented on the board. His father re-
plied: "I might be prejudiced . . . but he
might make it someday."
Earlier in the meeting there was con-
siderable discussion between the general and
various shareholders concerning the appoint-
ment of Mr. Burns. The principal argument
seemed to be: why pick a man who did not
New Philco Firm in London
SEMICONDUCTORS Ltd., London, has
been formed by Philco Corp., Philadelphia,
and Plessey Co.. London, to make transist-
ors and other semiconductors in England.
The Plessey Co., which has been called
the largest electric component manufac-
turer in the United Kingdom, will hold 51%
of the stock and Philco 49%. Philco Corp.
and Philco (Overseas) Ltd. will furnish
equipment, and the new firm will be licensed
under Philco patents.
To a joint board of directors Philco will
name James M. Skinner Jr., president; Les-
lie J. Woods, executive vice president in
charge of engineering, and Peter Marriage,
member of the London law firm of Slaugh-
ter & May. The Plessey Co. will name Allen
G. Clark, J. F. Mallabar and A. E. Under-
wood.
IDEA to Sell Fm Converter
AN fm converter for use on tv sets [B»T,
April 8] will be sold in the U. S. by IDEA,
7900 Pendleton Pike, Indianapolis, Ind.,
according to the Canadian distributor, A. T.
Armstrong Ltd., Toronto, Ont. The con-
verter is being built by IDEA for the Ca-
nadian company and CHFI-FM Toronto,
and is selling in Canada for $29.95.
Page 98 • May 13, 1957
Broadcasting • Telecasting
TOWER
POWER
NETWORK
KNOW-HOW
... to continue dominating the Shreveport television
picture. TOWER? 1,195 feet, the tallest structure in the state,
1,210 feet above average terrain. POWER? Full 316,000
watts, transmitted from unexcelled engineering
facilities. NETWORK? The only basic CBS
in the Ark-La-Tex, and the KNOW-HOW of over 3 full
years on the air with an experienced television staff and
consistent, imaginative local programming.
No wonder the March, 1957 Shreveport ARB like all
others proves KSLA-TV to be FIRST IN SHREVEPORT !
KSLA-TV
channel 1 2
^^^^L TELEVISION ^^^W
in Shreveport, Louisiana
PAUL H. RAYMER CO., INC.
National Representatives
Ben Beckham, Jr., General Manager
Winston B. Linam, Station Manager
Deane R. Flett, Sales Manager
Broadcasting • Telecasting
May IS, 1957 • Page 99
MANUFACTURING
Motorola Net Sales Drop
Blamed on Tv Set Volume
A DROP in net sales at Motorola Inc. for
the first quarter of 1957 was attributed by
Board Chairman Paul V. Galvin to "un-
satisfactory" monochrome tv set volume,
although the company reported an approxi-
mate 6% boost in earnings.
The quarterly report given at Motorola's
annual meeting in Chicago Monday, showed
net sales of $52,281,795 compared to $53,-
197,541 for the same period last year. Net
earnings were $2,137,587 against $2,012,-
876.
Motorola's drop in tv set sales was partly
offset by business for its automotive and
transistor divisions, the firm accounting for
8% of the total unit volume in the industry
for transistors last year. Mr. Galvin re-
ported Motorola has received contracts from
Ford and Chrysler for car radio equipment
to be used in 1958 models. The rest of the
firm's business remained substantially the
same saleswise, but improved in profit.
The company plans to unveil its new lines
of tv, high fidelity and phonograph products
at its annual distributor convention in Chi-
cago July 18-20.
Collins 1957 Catalog Out
COLLINS RADIO Co., Cedar Rapids,
Iowa, last week issued its 96-page 1957
catalog which carries descriptions of all its
current products.
This year the firm said the catalog stresses
Collins' ability to supply integrated systems
as well as individual equipment. It also
noted that separate brochures are available
on nearly all the items listed. Further in-
quiries may be addressed to the nearest
branch office.
DuMont Re-elects 8 Directors
COMMON stockholders of Allen B. Du-
Mont Labs. Inc. re-elected eight directors at
the annual meeting last week in Clifton,
N. J. They are: Dr. Allen B. DuMont, chair-
man; David T. Schultz, president, DuMont
Labs.; Barney Balaban, president and direc-
tor, Paramount Pictures Corp.; Armand G.
Erpf, partner, Carl M. Loeb, Rhoades &
Co.; Dr. Thomas T. Goldsmith Jr., vice
president, government and research, Du-
Mont Labs.; Paul Raibourn, vice president
and director, Paramount Pictures; Percy M.
Stewart, partner, Kuhn, Loeb & Co.; and
Edwin L. Weisl, partner, Simpson, Thacher
& Bartlett.
Hoffman Predicts Rosy Future
H. LESLIE HOFFMAN, president of Hoff-
man Electronics Corp., Los Angeles, told
shareholders at their annual meeting last
week the firm achieved $46,580,279 in 1956
sales, and estimated a $100 million sales
level by 1960.
Firm officials also noted that the book
value of its common stock has increased
from $7.13 in 1952 to $14.81 per share.
They said net working capital is up 236%
to $9,668,771 in the last five years.
If you buy by ratings alone, we've got
'em ... 38 of the 41 top Pulse-rated shows.
We have the greatest number of listeners
in mid-Ohio, and they have $2,739,749,000
to spend. They and Pulse also place us
first in any Monday-thru-Friday quarter-
hour, day or night. Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
G. LaVERNE FLAMBO, president of
WQUA Moline, 111., signs a contract
for installation of a 5 kw transmitter
and related equipment for the new
WQUB Galesburg. 111. with Collins Ra-
dio Co.. Cedar Rapids, Iowa. Partici-
pating are (1 to r): Carl Rollert of Col-
lins; Harold W. Higby, WQUB chief
engineer, and Robert Hancock, also of
Collins.
Fm Converter for Canada
AN fm converter, for attachment to tv re-
ceivers [B*T, April 8], being made in the
U. S. for a Canadian company which also
is likely to handle distribution in the United
States, will be on sale in Canada about May
20 and will retail at $29.95, including ex-
cise and sales taxes of 25%. The converter
at first is being marketed in the Toronto
area, in connection with Canada's only
commercial fm station, CHFI-FM Toronto.
The set is being made for A. T. Armstrong
Ltd., Toronto, which is financing its manu-
facture and has a share in the manufactur-
ing plant in the U. S.
MANUFACTURING SHORTS
RCA reported last week it has shipped used.
10 kw transmitter to WMVS-TV Milwaukee
(ch. 10); 100 kw transmitter to WIIC (TV)
Pittsburgh (ch. 11); 6 kw transmitter to
WMAR-TV Baltimore (ch. 2) and 12-section
superturnstile antenna to WPFH (TV) Wil-
mington. Del. (ch. 12).
Motorola Inc. announces new push-button
radio designed specifically for Volkswagen
automobile and adaptable for most sports
and foreign cars. Company unveiled manual
set for Volkswagen two years ago and added
push-button model, which retails at $59.95.
Among advantages claimed are compactness
(for installation under smaller dashboards),
power and quality and careful designing of
exterior parts to blend with various interiors.
General Electric Co. reported last week it
had shipped 35 kw amplifier to KRGV-TV
Weslaco. Tex. (ch. 5); 50 kw transmitter to
WJTV (TV) Jackson, Mich. (ch. 12), and
100 w transmitter to Toledo U. (educational
ch. 30).
Sylvania Electric Products Inc. announces
$10 across-the-board increase in suggested
list price of its 110-degree portable tv line,
effective May 13.
Page 100
May 13, 1957
Broadcasting
Telecasting
.... than WAVZ advertisers.
Nothing gives us greater satisfaction than to
see WAVZ advertisers selling out. That's why
we work so hard to assure their results.
Representatives: National: Hollingbery Co.
New England: Kettell-Carter
Daniel W. Kops, Executive Vice President and General Manager • Richard J. Monahan, Vice President and Commercial Manager
152 TEMPLE STREET, NEW HAVEN, CONN.
Broadcasting • Telecasting
May 13, 1917 • Page 101
EDUCATION
OHIO INSTITUTE HONORS WBC
• McGon non, others talk on broadcasting values
• Sessions see large commercial representation
1957 PULSE
for
ROANOKE, Va.
Shows
WROV
NOW 1ST
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5:00 PM to 12 Midnite
Monday thru Saturday
20 of 28 quarter hours nightly
with
3S%
AVERAGE SHARE OF AUDIENCE!
5:30 AM to 5:00 PM
Monday thru Sunday with
%
AVERAGE SHARE OF AUDIENCE!
#3 Station 15.5%
#4 Station 1 3.5%
Move your clients closer to the
listeners with Roanoke's #1
station for Popular Music, Lo-
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Selling Personalities!
EXCLUSIVE STATION
FOR COMPLETE
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Represented by
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Burt Levine, Pres. j
ROANOKE, VIRGINIA
Page 102 • May 13, 1957
OPENING of the 27th annual Ohio State
Institute for Education by Radio-Television
Wednesday saw unprecedented recognition
given to Westinghouse Broadcasting Co. on
behalf of the institute by Dr. I. Keith Tyler,
conference director.
Before Donald H. McGannon, president
of WBC, gave his address on "The Respon-
sibility of Broadcasters," his firm was recog-
nized in an unannounced honor conferred
by the institute for the first time. Dr. Tyler
presented Mr. McGannon with a certificate
citing WBC's "outstanding contribution to
the advancement of education and public
service broadcasting by holding a confer-
ence on public service programming for
personnel from selected commercial and
educational stations, and thus exhibiting the
wisdom and generosity characteristic of a
mature and stable industry." WBC's con-
ference took place in Boston Feb. 27-March
1 [B»T, March 4].
Unusually wide participation by commer-
cial broadcasters was noted at this year's
conference, with 6 of 15 members on the
institute program committee representing
commercial organizations.
In his opening-night address Mr. Mc-
Gannon not only outlined broadcasters'
responsibilities, but also a plan for more
responsible viewing. He suggested that
viewers keep informed of what's available,
learn to evaluate, avoid being creatures of
habit, help children be selective and let sta-
tions, networks and critics know how they
feel about programs.
Solicits Suggestions
Joseph Csida of Csida-Grean Assoc., New
York, at the same session reviewed broad-
casting over the past 10 years, radio's strug-
gle for survival with the advent of televi-
sion and the evolution of the music-news
formula. He suggested that institute dele-
gates come up with educational and cultural
ideas as popular as music-news, and fail-
ing that goal, "harness music to educational
and cultural objectives."
At Thursday afternoon's session on "The
Broadcaster and the Audience," Rolf Meyer-
sohn of the U. of Chicago Center for the
Study of Leisure and co-author of Futures
for Radio [B«T, Jan. 23, 16], presented an
audience summary. Contrasting the local
character of radio with the national per-
sonality of tv, he said television programs
"must have 'cross-cultural' appeal, for no
one cultural group alone can deliver an au-
dience large enough to pay for the produc-
tions. ... If it is destined or doomed to
remain the most massive of our mass media,
it must continue to cut across all kinds of
social groupings and to remain our leading
creator and preserver of homogeneity, our
largest common denominator."
Louis Hausman, advertising vice president
of CBS Radio, at a discussion of radio
Thursday evening said radio networks "have
never abdicated their responsibility to pro-
duce and broadcast self-contained integral
programs and that, by and large, these are
the programs with the largest audiences."
"The fact that programs such as Invitation
to Learning or The Last Word do not fall
within the FCC's 'educational' category does
not lessen their usefulness in aiding educa-
tion," he said.
M. S. Novik, radio consultant and presi-
dent of WOV New York, at the same ses-
sion criticized stations for neglecting public
service and suggested the FCC issue new
operators one-year licenses (story page 114).
William B. McGrath, vice president-man-
aging director of WHDH-AM-FM Boston
called television one of the greatest things
that ever happened to independent stations.
"As the gravy train for [network] affiliates
came to a halt, the independent station took
on a new stature with listeners and among
advertisers."
Herbert E. Evans, vice president of Peo-
ples Broadcasting Corp., speaking at the
closing dinner Friday evening, listed cultural
contributions of the electronic media.
Dr. Burton Paulu, director of broadcast-
ing, U. of Minnesota and president of the
National Assn. of Educational Broadcasters,
spoke on "Where Do We Go From Here in
Educational Broadcasting?" He recom-
mended that educational broadcasters de-
velop themselves personally and profes-
sionally, "acquire the degrees often given
magical significance by budget makers . . .
so that deans, vice presidents, presidents,
principals and superintendents will think of
us, not as gadgeteers with microphones and
cameras, but as educators with breadth of
vision and wide understanding."
A "Teaching by Television" day-long
session that preceded the institute Wednes-
day was highlighted with addresses by Ralph
Steetle, executive director of the Joint Coun-
cil on Educational Television, and Dr.
Hideya Kumata, member of the Communi-
cations Research Center at Michigan State
U.
Surveying present tv teaching, Mr. Steetle
said, "The willingness to teach publicly is
a sign of self confidence in professional com-
petence on the part of our teachers. Re-
action of students to televised teaching gives
evidence that tomorrow's student may be
more of a self-starter, depending less upon
constant spoon-feeding."
Participants in a news clinic, one of 15
offered in the course of the three-day in-
stitute, urged adoption by educators of
some commercial methods. James L. Sny-
der, news director of KDKA Pittsburgh,
deplored reliance on wire copy and described
KDKA's news-gathering organization.
Irv Lichtenstein, promotion manager of
WWDC, said independent music-news com-
mercial stations have developed techniques
of reporting news, special events and public
service "quickly, painlessly and to the
point." Educators must utilize such methods.
Broadcasting • Telecasting
HOW
FIRST
NOVEMBER 1956
PULSE
Said it . . .
CAN YOU GET?
MARCH 1957
ARB
Says it ACAIN!
JfV KNOXVILLE
W ATE -TV HAS
MORE VIEWERS
Than All Other Stations Combined '
r
. 19 County Telepulse Report
conducted Nov. 25 thru Dec. 1. 1956.
• MONDAY TO FRIDAY •
"ARB City of Knoxville Report con-
ducted March 8 thru 14. 1957.
• MONDAY TO FRIDAY •
SUNDAY
THRU
SATURDAY
7 AM. 12Nn 6 PM. .
12Nn. 6 PM. 12 Mid.
Sign-on-to Noon to 6:00 PM to
12 Noon 6.00 PM. Midnight
WATE-TV
Share of
Audience
60 62 51
• SATURDAY •
9 A.M. 12 Nn. 6 P.M.
12Nn. 6 PM. 12 Mid.
WATE-TV
Station share
of Sets-in-Use
67.1 69.1 52.9
• SATURDAY •
Sign-on-to 6:00 PM. to
6:00 PM. Midnight
WATE-TV
Share of
Audience
71 63 53
• SUNDAY •
9 A.M. 12 Nn. 6P.M.
12Nn. 6 PM. 12 Mid.
WATE-TV
Station share
of Sets-in-Use
64.3 58.0
• SUNDAY •
Sign-on-to 6:00 PM. to
6:00 PM. Midnight
WATE-TV
Share of
Audience
56 50 54
WATE-TV
Station share
of Sets-in-Use
57.3 62.4
PLUS out °^ ^e toP ' ^ once a
week shows.
PLUS
9 out of the top 10 once-a-
week shows.
PLUS ... ^0 out of the top 10 multi-
weekly shows.
PLUS ... 5 out of the top 6 local day-
time shows based on cumula-
tive ratings.
215,352 TV HOMES IN WATE-TV COVERAGE AREA
* "(TELEVISION MAGAZINE. APRIL, 195? — Applyin? cut-off point of 25% bcied on w..Hr-»;.wino factor)
WATE-TV
POWER MARKET OF THE SOUTH
Knoxvillejennessee
Affiliated with WATE Radio 5000 Watts, 620 kc. Represented Nationally by AVERY-KNODEL, INC.
Broadcasting
Telecasting
May IS. 1957 • Page 103
EDUCATION
INTERNATIONAL
he said, "to gather any semblance of an
audience."
Sam Elber, program director of WERE
Cleveland, described his station's policy of
rebroadcasting international news from
shortwave broadcasts. Shortwave sets are
monitored in the studios and in staffers'
homes, he said, and direct overseas reports
are included in all newscasts.
Tv viewers should be more specific in
comments and complaints to broadcasters,
according to Edward H. Bronson, NARTB
tv code director. Mr. Bronson told the
American Council for Better Broadcasts,
which met during the institute, that groups
such as theirs could stimulate viewer par-
ticipation in tv code operation.
CBS-TV Claims Extensive Use
Of Its Films in Education
IN LESS than two years, "CBS-TV has be-
come the largest non-governmental producer
of educational films in the world and is
the only network offering continuing pro-
grams in this area," it was claimed last week
by Merle S. Jones, president of CBS-TV.
Films from CBS-TV programs See It
Now, You Are There, The Search, Air
Power and Adventure are viewed annually
by an estimated five to six million through
private showings as 16 mm educational
films. Mr. Jones disclosed. These showings
are conducted by schools, libraries, and
civic, religious and industrial groups through-
out the nation.
Since June 1955. 120 films have been dis-
tributed through the 48 states by Young
America Films and the text-film division of
McGraw-Hill Book Co., he said. Arrange-
ments now have been concluded to add the
complete 26-week series of Air Power broad-
casts by the end of June, raising to 146 the
total number of CBS-TV programs released
as educational films in the last two years.
In the first 18 months since Young Amer-
ica Films has released episodes from You
Are There and The Search in 16 mm form,
they have been used in more than 125,000
classrooms in the country, according to
Godfrey Ellion. president of YAF.
During the same period, 16 mm films of
See It Now programs have been used in
more than 40,000 classrooms.
Florida Education Tv Plans
OPERATION of an educational tv system
in Florida would be limited at first to state
colleges and junior colleges, a Florida House
subcommittee was told by John Germany,
legislative aide to Gov. LeRoy Collins. He
testified on behalf of a bill providing first
for a closed-circuit microwave link of U.
of Florida, Florida State U., a proposed
university at Tampa and junior colleges.
This would cost $500,000.
Mr. Germany said an extra $20,000 link
would join the state system to those of
Georgia and other states, and an additional
$100,000 would be used to finance operation
of the system and cost of a commission. Rep.
Gibbons, of Hillsborough, subcommittee
chairman, said objectors to the project claim
it sets up another expensive board and it
might be used for propaganda purposes.
CBC BOARD GRANTS FEW BOOSTS
WHILE a few power increases to radio and
tv stations were recommended by CBC's
board of governors at its April 30th meet-
ing at Ottawa, most applications for power
increases and new stations were deferred
for further study.
The official list of recommendations
pointed out some applications for new tv
stations were deferred because "of the rel-
atively high costs for the CBC of providing
national program service to such stations in
the light of possible future financial provi-
sions for the system."
In television, CHCH-TV Hamilton, Ont..
was recommended for a power increase
from 100 kw video and 60 kw audio to 150
kw video and 90 kw audio on ch. 11, with
directional antenna to be increased from
641 to 654 feet above average terrain.
CKSO-TV Sudbury, Ont., was recom-
mended for establishment of a satellite on
ch. 3 at Elliott Lake, Ont., a new town at
the new uranium mining area between Sud-
bury and Sault Ste. Marie, Ont. The satel-
lite will have 4 kw video and 2 kw audio
power with antenna 432 feet above average
terrain. The CBC board allowed this higher
than usual power for a satellite because of
the typography of the area, and also stated
in its recommendation that if at a later date
an independent station application is filed,
consideration should be given to not renew-
ing the satellite license.
CFCL-TV Timmins. Ont.. was recom-
mended for a satellite at Kapuskasing, Ont.,
pulp and paper town (New York Times
paper mill), oh ch. 3 with 34 w video and
17 w audio power and a directional antenna
100 feet above average terrain. CFCL-TV
was turned down on a second satellite op-
eration at the gold mining town of Kirkland
Lake, Ont., because it "would be contrary
to policy issued by the Department of Trans-
port in that it would be within the Grade
B contour of an authorized tv station," the
board ruled. Kirkland Lake is in the area
covered by both CFCL-TV and CKRN-TV
Rouyn. Que.
CJDC Dawson Creek, B.C., on the start-
ing point of the Alaska Highway, had its
application for a low-power tv station li-
cense deferred for further study in view of
possible high costs of servicing such a small
local station with national programs by CBC.
Power increases to radio stations were ap-
proved in a number of cases. CKX Bran-
don, Man., was granted a daytime power
increase from 1 kw to 5 kw on 1150 kc,
with 1 kw remaining the power limit at
night. CKPR Fort William, Ont., similarly
received a daytime power increase from 1
kw to 5 kw on 580 kc, with 1 kw remaining
power at night. CKDA Victoria, B. C, had
power boosted from 5 kw to 10 kw and
frequency changed from 1280 kc to 1220
kc.
Power increases were deferred for further
study for CFGP Grande Prairie, Alberta;
CKLG North Vancouver. B. C, and CJAV
Port Alberni, B. C. Power increases were
denied to CHUB Nanaimo, B. C; CISP
Leamington, Ont., and CJMT Chicoutimi,
Que., all low power stations.
New radio stations were recommended
for CHNO Sudbury, Ont., a bilingual sta-
tion, which applied for a French-language
daytime station of 1 kw on 550 kc, with
the understanding that at least 30% of
CHNO nighttime programming shall be in
French until a suitable technical application
can be made for nighttime operation of the
new French-language station. Robert A.
Reagh was recommended for a new radio
station at Cranbrook, B. C, of 1 kw on
570 kc.
Applications for new stations at Saanich.
B. C, and Kitchener, Ont., were deferred
for further study, and an application for a
radio station at Elliott Lake, Ont., uranium
mining town, by CKSO Sudbury, Ont., was
deferred to give other applicants time to
complete technical data, with the applica-
tions to be heard this fall.
CKVL Verdun, Que., which not long ago
received a power increase to 10 kw, was
deferred in its application for 50 kw on
850 kc. The station is located in a suburb
of Montreal, and the CBC board felt the
50 kw application raised "important ques-
tions regarding maximum signal intensities
allowed in built-up metropolitan areas. In
recent years the Department of Transport
has followed a rule of not accepting appli-
cations which would provide for a signal of
over 250 millivolts per meter in built-up
metropolitan areas. The board recommends
that the department reconsider whether this
application does not exceed this laid down
maximum. . . . Raising of the maximum
allowed could lead to an undesirable 'signal
intensity race' among stations which would
be uneconomical, of no particular advantage
to the public and which would inevitably
leave a number of stations at an unnecessary
disadvantage."
A number of station share transfers were
approved and also change of ownership in
a few cases with local residents becoming
new majority owners.
British Commercial Tv Signs
For Audience Measuring Work
AN industry-guided meter research service
covering commercial tv operations in Eng-
land has been set up, effective July 1. The
contract, announced April 19, will be with
Television Audience Measurement Inc. and
is expected to entail annual fees of about
$280,000.
Audience data will be supplied by TAM
to the Institute of Practitioners on Adver-
tising and the three commercial program
contractors (ABC Tv, A-R and ATV) for
a minimum of two years and a maximum
of five. The contract was negotiated be-
tween TAM and the Television Audience
Research Advisory Committee, the group
acting in behalf of the telecasters.
TAM at present is servicing individual
advertiser-subscribers with audience data
under an agreement which ends June 30.
Page 104
May 13, 1957
Broadcasting
Telecasting
Why Fels & Company prefers
Crosley WLW Stations
for Instant Fels Naptha
Golden Soap Granulets
"WLW Stations offer that
important extra of mighty grocery
merchandising tied up with top
Station Talent. Yes, leading
TV-Radio personalities star in
product merchandising-promotion
as the Crosley Stations' experts
cover the store fronts by top-
level trade contacts, personal
calls and point-of-sale push. So
the Talent- tuned, power-packed
merchandising-promotion of the
Crosley Stations really means
business for advertisers."
Max Brown, Director of Sales
Fels & Company
Like Fels & Company, you'll get mighty merchandising-promotion for your
products too with the WLW Stations. So before you buy, always check first
with your WLW Stations' Representative. You'll be glad you did!
WLW WLW-T WLW-C WLW-D WLW-A
Radio Cincinnati Columbus Dayton Atlanta
Network Affiliations : NBC; ABC: MBS Sales Offices: New York, Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles. San Francisco {JVCO
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas Crosley Broadcasting Corporation, a division of .-I J—'
Broadcasting • Telecasting
May 13. 1957 • Page 105
INTERNATIONAL
U.S.-Britain Exchange
Of Tv Scripts Proposed
A MOVE for exchange between the U. S.
and Great Britain of certain television
scripts which, because of their controver-
sial nature, have not been televised in their
respective home countries, has been initiated
by Mort Abrahams, executive producer of
NBC-TV's Producers' Showcase.
Mr. Abrahams, who will become a free-
lance producer next season following the
demise of Showcase, said Wednesday that
although the aspect of controversial scripts
is but a minute facet of the overall plan to
institute an international talent exchange
program, the "controversial script swap"
would enhance both the reputations of
British commercial tv and U. S. playwrights.
The idea for the international exchange is
not his. It was sparked by British theatre
magnate Sydney Bernstein, head (with brother
Cecil) of the Granada Theatre Chain and the
Granada Tv System which services the In-
dependent Television Authority, Great Brit-
ain's commercial network. Mr. Bernstein
contacted Mr. Abrahams late last month
during the latter's brief stay in London to
work with the Sadler's Wells ballet troupe.
In effect, what Mr. Bernstein proposed, ac-
cording to Mr. Abrahams, is a two-way
system whereby American . directors and
writers (so far producers aren't included)
would do "one-shots" on ITA while their
British counterparts would do more or less
the same thing in this country. The British
do not employ separate producers (in fact
they call the producer the director). Mr.
Bernstein feels this hampers the quality of tv,
and thus may throw open the program to
producers as well.
Mr. Abrahams explained that ITA, lack-
ing the funds and the technical know-how
that U. S. tv is "blessed with," seeks "pres-
tige" and "experience." One reason may be
that ITA has become hypersensitive to charges
made by certain segments of its own audi-
ence that the U. S. imported tv film series
are "crassly vulgar and American." The
Bernsteins aren't so much concerned with
ratings as they are with attracting viewer-
ship. Once this has been accomplished, Mr.
Abrahams asserted, "ratings will follow
automatically."
Since British tv does not have at its dis-
posal the enormous fees U. S. tv gives to
its contributors, Granada offers as bait the
idea of "showcasing" material found to be
taboo in the U. S. The firm already has
proved it with its production, a few months
ago, of Arthur Miller's adaptation of Henrik
Ibsen's "An Enemy of the People." Mr.
Miller is persona non grata on U. S. tele-
vision. Mr. Abrahams noted.
Messrs. Bernstein and Abrahams have
gotten many nibbles in the past few weeks.
Already committed to fly to England are
directors Sidney Lumet. Franklin Schaffner,
Clark Jones, Ralph Nelson, Charles Dubin
and Don Medford.
Although some, such as Mr. Nelson, are
A FILM STATE DEPT.?
TV FILM distributors need an organi-
zation comparable to the Motion Pic-
ture Assn. that could speak "with one
voice" in dealings with foreign coun-
tries, Norman Katz, general manager
in charge of foreign operations, As-
sociated Artists Productions, said last
week.
Mr. Katz said that such an organiza-
tion would be useful, too, in "creating
an awareness overseas" of the potential
of U. S. film product on tv when future
regulations are promulgated by foreign
countries. He said he based his obser-
vation on the belief that tv abroad
eventually will follow the pattern of
the theatrical business there.
network-contracted talent, they are sure
they will get leaves of absence. MCA-TV
Ltd., which has a packaging agreement with
Granada Tv, also is eager to cooperate,
and so are several other talent agents whose
clients fall into the "controversial" category.
One of these, writer Reginald Rose, has
agreed to make available to Granada all
of his tv works that are presently "uncom-
mitted," i.e., to stage or screen dramatiza-
tion. In addition, he and Franklin Schaffner
will try to air Mr. Rose's "Thunder on Syca-
more Street," first seen in the U. S. in an
edited form on CBS-TV's Studio One several
years ago. (The Studio One version had Mr.
Rose's original protagonist, a Negro, changed
into a white ex-convict, and current plans
call for another switch: This one to change
the Negro into a Jamaican to fit in closer
with the "British racial problem").
'Problems' Are Few
Insofar as "problems" are concerned, Mr.
Abrahams feels there are few. The pay, he
declares, is not the thing. But there are such
matters as procuring work permits from the
Ministry of Labour, the "tax situation" and
other "minor bureaucratic details" to be
attended to. The British may have no "union
problem," but the Americans may very well
have one. Possible hitch in bringing British
talent to an already-overcrowded U. S.
writer-director pool may rise out of objec-
tions voiced by the Radio-Tv Directors
Guild. "We'll cross that bridge when we
come to it," Mr. Abrahams said.
He also made plain the fact that this is a
"private" project, unsupported by any U. S.
network, though it is sponsored by the
Academy of Tv Arts & Sciences. As of last
week, the exchange program hadn't been
formalized and chances are it won't be for
some weeks to come.
But "controversy" is still very much on
ATAS' mind. At week's end, it was learned
that the academy was discussing a move to
interest Sylvester L. (Pat) Weaver Jr. in its
efforts to clear time for "so-called contro-
versial shows." Mr. Weaver, former NBC
board chairman, has made public plans to
package a "controversy" series of programs.
Media Director Sold on
Audit Bureau of Circulations
HUGH H. JOHNSON
Director of Media
Kudner Agency, Inc.
New York
"I consider ABC Reports one of the most valuable
tools at our disposal."
B«T is the only paper in the vertical radio-tv field with A.B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B*T, with the largest paid circulation in its field,
is basic for subscribers and advertisers alike.
B ROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION
Page 106 • May 13, 1957
Broadcasting
Telecasting
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Broadcasting • Telecasting
May 13, 1957 • Page 107
INTERNATIONAL
Three German Outlets Plan
For Commercial Television
THREE West German broadcasting organ-
izations have announced plans to join two
stations already on the air with commercial
television programming.
The newcomers will be Hesse Radio,
Frankfurt; South German Radio, Stuttgart,
and South West German Radio, Baden-
Baden. Already established in commercial
tv are Bavarian Radio, Munich, and Radio
Free Berlin, with a half-hour sponsored each
day.
Oct. 1 has been mentioned as a possible
starting date for commercial programming
by the three newcomers to the field. There
has been no official announcement, how-
ever. The two stations now airing sponsored
programming are facing legal suits from
German newspaper publishers, who contend
commercial tv in its present form is illegal.
All broadcasting in West Germany is semi-
official, preponderantly non-commercial and
financed by license taxes on sets.
Addition of commercial television on
three outlets would leave two in West Ger-
many without sponsored programming. They
are North German Radio and West German
Radio, which cover 63% of the country's
total television audience.
At the same time commercial tv appeared
likely to expand, it was announced that
Bavarian Radio expects to have its com-
mercial operation out of the red by the end
of this year. Radio Free Berlin, which has
been telecasting the daily Bavarian Radio
show by relay line, also has announced it
will originate its own commercial show on
Mondays, in addition to the half-hour from
Munich, to be carried now Tuesday-Satur-
day in Berlin.
Advertisers on the Bavarian Radio com-
mercial telecast have been led by soaps,
cleansers and polishes which accounted for
15.62% of commercial revenue in 1956.
Foods were in second place with 11.7%,
followed by coffee 10.78%, toiletries and
toilet goods 10.58% and smoking materials
5.06%.
Canada's Atlantic Broadcasters
Elect Arthur Manning President
J. ARTHUR MANNING, CKCL Truro,
Nova Scotia, was elected president of the
Atlantic Assn. of Broadcasters at its annual
convention April 25-27 at Amherst, N. S.,
succeeding John Hirtle, CKBW Bridgewater,
N. S.
Jack Lewis, CKEN Kentville, N. S., and
CFAB Windsor, N. S., was elected vice
president, with Tom Tonner, CKCW Monc-
ton, N. B., as treasurer, and Geoff Stirling,
CJON-TV St. John's, Newfoundland, as
treasurer.
The AAB will recommend to the June
meeting of the director of the Canadian
Assn. of Broadcasters that enforcement
measures be taken for an industry code of
ethics and business practices. Don Jamieson,
CJON-AM-TV St. John's, Nfld., suggested
in his keynote address that the industry
eliminate some of the business practices
which have begun in recent years. He iden-
tified these as saturation of commercials
and contests, which have caused criticism
of the industry, he said.
Mr. Jamieson said, "The trend to cheap
saturation spot advertising cannot fail to
have a detrimental effect on programming.
Gimmicks and give-awavs provide little in
the way of either entertainment or informa-
tion. It is well-nigh impossible, therefore,
to nvoid the pitfalls of mediocrity."
He urged broadcasters to carry out a
thorough house cleaning and combine the
best qualities of ethically sound business and
good broadcasting.
Station representatives and advertising
agency personnel were on panels which dis-
cussed how both these facets of the industry
could be served better by the broadcasting
station staffs.
Canada Stations, Networks
To Give Free Political Time
FREE TIME on radio and tv stations and
networks is being made available to Can-
ada's four political parties for a six-week
period from April 29 to June 7 in connec-
tion with the general election June 10.
CBC has announced that six hours is
being set aside on both English and French-
language tv networks. Twelve hours is avail-
able in each language on radio networks,
with English-language network time being
divided eight hours to Trans-Canada and
four hours to Dominion network. CBC is
also making available on eight CBC tv sta-
tions 12 quarter-hour periods for local candi-
dates.
Tv time is divided into 24 quarter-hours,
giving the Liberal party eight periods. Con-
servatives seven periods, Co-operative Com-
monwealth Federation (socialist) five peri-
ods, and Social Credit four periods. This
was arranged by mutual consent with the
parties, and is to some extent based on rep-
resentation in the last Parliament. On ra-
dio networks the 48 quarter-hour periods
are divided on a similar basis. Television
network free political broadcasts are live
between Quebec City and Winnipeg, kine-
scope on other stations, and are all in eve-
ning time. On radio, 75% of English net-
work time is evening, 25% daytime, while
on the French network evening time takes
two-thirds and daytime one-third.
In addition to these free political broad-
casts, patterned on preceding elections, there
will be purchased time available on individ-
ual independent stations and specially set-
up networks.
THE TEMPTRESS
THE Rev. G. Westerdale Bowker, who
has been losing his Steventon, England,
flock to the / Love Lucy show on Sun-
day evenings, hereafter will hold
church services in the afternoon.
His church pews have been almost
vacant since the series started. But
now the realistic minister, who noted,
"I don't have a set, and have never
seen Lucy," expects to recover his own
"Nielsen" rating.
ITA Invites Program Bids
For Isle of Wight Tv Outlet
BRITISH Independent Television Authority
(ITA) is inviting applications from com-
panies for the job of "program contractor"
for the Isle of Wight station which is to
be put into operation in 1958. The station,
ITA's seventh, will cover an area in southern
England with more than two million popu-
lation.
Other stations are planned to cover the
rest of southern England, but these will not
be launched before 1959 or 1960. The Isle
of Wight station, likely to open in late spring
1958, will increase ITA coverage area to
about 80% of the total population (or about
40 million persons). Building the ITA net-
work to this point will have taken about
30 months. Another 5% of the British pop-
ulation will be added to the ITA coverage
area in 1958 through the opening of an
additional station on the northeast coast.
Total coverage then will be 85% of total
population.
Currently there are three million homes
in which ITA programs are available. With
the increase rate at 160,000-170,000 per
month, it now looks as if circulation will
pass the five-million mark by next winter,
if the current increase rate continues and if
central Scotland, south Wales and the West
are added, as is contemplated.
INTERNATIONAL SHORTS
Associated Screen News Ltd., Montreal,
Que., has started all-Canadian independent
adventure film series, McLain of Hudson's
Bay, half-hour adventure film based on early
Canadian fur trade. Location of series will
be in Laurentian mountain area north of
Montreal and in Montreal ASN studios.
William Morris Agency, N. Y., will handle
U. S. sales of series.
Robert Lawrence Productions Ltd., filmed
commercials producer, has doubled size of
its facilities at 32 Front St. West, Toronto.
Included in expansion is addition of screen-
ing room and installation of Simplex Preview
Projector and other equipment.
CFCR-TV Kamloops, B. C, joins CBS-TV
as secondary non-interconnected affiliate and
will be listed in Canadian group. Corre-
spondence for station should be addressed
to Walter Powell, commercial manager,
CBC, 354 Jarvis St., Toronto.
CJVI Victoria, B. C, increases power to
10 kw.
CFPL-TV London, Ont., has installed equip-
ment to transmit color programs as soon
as it is given permission to do so by Canadian
Broadcasting Corp.'s board of governors and
Department of Transport. Station reports
equipment can handle slides and films as well
as network programs as soon as these are
available from CBC. Currently there is no
color tv transmission in Canada, and CBC
does not expect to be ready to transmit color
till year from now.
Radio Representatives Ltd., Montreal, Que.,
has moved to larger quarters at 1411 Cres-
cent St.
Page 108 • May 13, 1957
Broadcasting • Telecasting
PERSONNEL RELATIONS
CBS Asks $100,000
In IBEW Local Suit
WHAT is described as the first legal action
taken by any representative of the radio-tv
industry against a labor union under Sec.
303 of the Taft-Hartley Act ("boycotts and
other unlawful combinations") came into
being last Wednesday as CBS Inc. filed suit
for $100,000 damages in U. S. District
Court, New York, against Local 1212 of the
International Brotherhood of Electrical
Workers. The move follows by one week the
filing of charges against the local with the
National Labor Relations Board [B»T, May
6].
The suit stems from the local's "con-
certed refusal" last April 21 to permit the
airing of a special Antoinette Perry Awards
telecast remote via WCBS-TV New York
[B«T, April 29]. It seeks damages only for
CBS Inc. and its New York station and
not for the Pepsi-Cola Metropolitan Bottling
Co., Long Island City, which was to have
sponsored the show.
WCBS-TV lost approximately $8,000 on
the show, while the Pepsi bottlers' invest-
ment came to over $16,000. (Included in this
figure was $5,000 which the bottling sub-
sidiary of the Pepsi-Cola Co. was to have
paid for tv rights to the American Theatre
Wing, sponsor of the Perry awards. In a
separate move last week. Metropolitan's
president. Philip H. Rubinstein, though au-
tomatically released from having to pay the
ATW, donated the $5,000 to the non-profit
organization as a gift to help defray costs
on three of the wing's current projects.)
In essence, the brief filed with the court
reiterates CBS' position as stated in the
charges filed with NLRB the week before.
It charges Local 1212 with having "in-
duced and encouraged its members to en-
gage in a strike or concerted refusal to per-
form any services" for WCBS-TV.
Although CBS' attorneys are Rosenman,
Goldmark, Colin & Kaye, this particular ac-
tion is being handled by Emanuel Dannett
of McGoldrick, Dannett, Horowitz &
Golub, New York, specialists in labor law
and former MBS counsel. Mr. Dannett said
this action is "wholly independent" from the
one taken with NLRB, but that both seek
relief for CBS Inc. The NLRB move seeks
to restrain the local from further such ac-
tion— if need be, through an injunction —
while the $100,000 suit seeks "punitive
damages."
The suit also states that Local 1212 has
"threatened" the network with similar future
action unless lighting work on remotes in-
volving theatrical presentations is assigned
to its members.
Robert Silagi, counsel for Local 1212,
said that since he had not yet seen the
charges ("other than having read about them
in the newspapers"), he would have no com-
ment to make "at this time." As of late
Thursday afternoon, process servers had not
been able to locate any representative of the
union for serving, CBS counsel said.
One question still remaining unanswered
is whether the local Pepsi-Cola bottler will
institute separate legal action against the
IBEW Local 1212. Mr. Rubinstein's office
declined to make any statement on such a
possibility and referred the matter to its
public relations representative, who merely
said, "No comment, period." But there are
no hard feelings towards WCBS-TV. Under-
stood is the fact that Mr. Rubinstein has
ordered time with WCBS-TV for the 1958
"Tony" awards show, assuming the electri-
cians and the stagehands will have effected
a truce by that time.
WGAW Tv-Radio Unit Elects
Slate of Officer Replacements
FENTON EARNSHAW, Phil Leslie and
James Allerdice have been elected president,
vice president and secretary-treasurer, re-
spectively, of the Television-Radio Branch
of the Writers Guild of America, West, fol-
lowing the resignation from those posts of
David Dortot, Gene Wang and Al Martin.
New officers will serve until the next
election. The former officers resigned in pro-
test against attempts of the WGAW admin-
istration to enforce a "gag rule" prohibiting
members from discussing guild affairs with
newsmen and others, following criticism
which appeared in print regarding the activ-
ities of Francis Inglis, WGAW executive
secretary.
TV wt Bukvio-
Paul H. Raymer Co., National Representative
Broadcasting • Telecasting
May 13, 1957 • Page 109
PERSONNEL RELATIONS
Film Directors Discuss
Forming Union in New York
PLANS to organize a union in the East for
film directors employed on tv commericals
and programs, educational, industrial and
documentary films, were explored last Thurs-
day evening at a meeting of the New York
Film Directors Organizing Committee.
The organizational meeting was scheduled
after the committee rejected an invitation
to affiliate with Screen Directors Guild of
America, a union covering directors in
Hollywood. A spokesman for the committee
said SDGA's overtures were declined be-
cause the conditions for affiliation were
"completely unacceptable and were based
on the premise that film directors in the
East are second-rate." Among the conditions
the committee could not countenance, the
spokesman said, were: complete control of
the eastern affiliate by Hollywood, including
finances; the executive secretary of the union
must be from Hollywood; all top officers
must be from Hollywood.
There are more than 250 film directors
in the New York area, the committee spokes-
man said. About 12 years ago, he reported,
many of these directors formed the Screen
Directors Guild as an affiliate of the SDGA.
Subsequently, about nine years ago, he con-
tinued, SDGA "denied" the affiliation and
since that time SDG has functioned purely
as "a public relations organization" for the
film directors in the East. He claimed that
SDGA's disaffiliation of the New York
affiliate stemmed from the New York group's
substantial activity in television and a desire
on SDGA's part to confine itself to Holly-
wood motion picture activities. With the
growth of films for tv, the committee spokes-
man said, SDGA now is "looking more
kindly" upon affiliation with the East "on
their terms."
Officers of the New York Film Directors
Organizing Committee are Howard Mag-
wood, president; Jack Glenn, vice president,
and George L. George, secretary.
Writers' Guild Outlines
Procedures for Toll Tv
TOLL tv is a new form of entertainment and
will have to acquire its own literary rights
on its own terms and at its own scale of
payment and not on the same terms as are
now available for use on free television.
That is the gist of a resolution adopted
by the national council of the Writers Guild
of America at its semiannual meeting May
4-5 in Hollywood.
The WGA council said the "use of literary
material for subscription television and all
forms of closed-circuit television involves
separate rights which will require separate
negotiations and separate payments."
Council action was technically a recom-
mendation to the individual councils of the
guild's eastern and western organizations but
there was no expectation of anything but
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favorable action by these bodies. When of-
ficially adopted, the WGA ruling would pre-
vent any form of tv which requires the
viewer to pay for his entertainment from
using dramatic material originally prepared
for another medium (movies or free tele-
vision, for example) without first securing
the permission of WGA to so use the work
of its writer members.
The WGA council also considered pro-
posals for changing the elective procedure
of the organization's various branches so as
to insure an adequate number of candidates
for any elective office and to prevent abuses
of the cross-filing procedure. Eric Barnouw,
retiring president of the eastern guild, was
elected national chairman for a two-year
term, succeeding F. Hugh Herbert.
AFTRA Announces Foundation
In Memory of George Heller
ESTABLISHMENT of the George Heller
Memorial Foundation to administer varied
welfare activities for the benefit of mem-
bers of the American Federation of Televi-
sion & Radio Artists was announced by
AFTRA last week at a news conference in
New York.
The foundation memorializes the late
George Heller, a founder of the predecessor
American Federation of Radio Artists and
long-time national executive secretary of
AFRA (later AFTRA) until his death in
1955. Details of the foundation's activities
will be announced formally tonight (Mon-
day) at the AFTRA 20th anniversary tes-
timonial dinner to Henry Jaffe, who retired
recently as counsel to the union after 20
years of service.
The first project of the foundation, ac-
cording to Donald F. Conaway, national
executive secretary of AFTRA, is the setting
up of the George Heller Memorial Awards,
which will honor an individual each year
who makes "significant contributions to the
radio and television industry or to AFTRA."
The first award will be made at the dinner
but the identity of the recipient will not be
disclosed until tonight.
Other functions of the Heller foundation
will be to provide funds to foster health and
welfare of qualified members of AFTRA
and their families, establish burial and
death benefit plans and scholarship and
other educational aids for members and their
families.
Mr. Conaway said a contribution of
$150,000 will be made by AFTRA to the
foundation and other funds are expected
to be raised by direct requests from individ-
uals or organizations and by union-spon-
sored social affairs. He emphasized that the
$150,000 contribution from AFTRA is not
money accruing from regular union sources
such as dues, but comes from funds intended
for AFTRA welfare purposes, entirely ex-
clusive of the AFTRA pension and welfare
funds. He explained that there are several
funds, such as the Dorothy Lamour fund
set up in 1948 with money derived from
various radio and tv programs, for which
the stars waived part of their fees with the
provision that this portion be used for un-
ion welfare purposes.
Page 110 • May 13, 1957
Broadcasting • Telecasting
What makes
a company
\ a good citizen*
k\_ :
If Michigan is your home stale, chances are you have
already seen this advertisement. Or, if you live in one
of the other Midwest and Rocky Mountain states where
Standard Oil Company (Indiana) products are sold, you
may have seen an advertisement very much like it with the
same straightforward information about what determines
gasoline prices in your state. This is the type of factual,
informative advertising so vital to a sound public under-
standing of the oil business and its products and services.
Four important things that affect the
price you pay for gasoline in Michigan
TAXES — You might be surprised what a big chunk of your
gasoline dollar goes for direct taxes placed on gasoline by
federal and state governments. These taxes are largely used
to build and maintain our expanding highway system and are
collected from you at the gasoline pump. In Michigan the
direct taxes on regular grade Standard Red Crown Gasoline
total 9 8, 10 cents per gallon — equal to 42 percent of the price
of the gasoline alone in mid-Michigan areas.
PRODUCT IMPROVEMENT— Today's gasoline looks and
smells about the same as gasoline has for years but your car
can tell the difference. The Standard Red Crown you use
today is higher quality, higher octane than our Premium
Gasoline was only 4 years ago. Such dramatic product im-
provements are costly. During the past two years octane
increases alone added about 25 million dollars per year to
our continuing operating costs.
WAGES— The money you pay for Red Crown helps, too,
to pay the wages and salaries of the 52,000 men and
women in our immediate "family". They are people like
yourself who have had to meet rising living costs. General
wage increases of slightly over 4 percent and 6 percent in
1955 and 1956 increased our costs about 28 million dollars
annually.
SERVICE— Your Standard Dealer is an independent business
man in a keenly competitive business. A few cents per gallon
mark-up is all that competition allows him if he is to attract
and hold your business. This modest mark-up enables him
to offer and maintain essential services for car owners. At
the same time, it must help cover his many costs and earn
him a fair profit.
SfC WHAT MAKES A COMPANY A GOOD CITIZEN?
Because gasoline is widely used and needed, its price is a matter of
interest to a great many people. The communities in which we live and
serve are entitled to information this company can give them on factors
affecting gasoline prices.
— ®— — «r —
RED CROWN GASOLINE
PER GALLON. .23 4/10*
STATE GASOLINE TAX. 6c
STATE SALES TAX 8/10e
FEDERAL GASOLINE TAX 3c
Modern gasoline quality represents tremendous in-
vestments in better facilities and processes, and in
research. Yet in America today an hour's pay buys
more than half again as much gasoline, excluding
direct taxes, as it would fifteen years ago.
In the last 15 years Standard Oil salaries, wages and
benefits on the average have increased about 170°^.
This is important to each Standard Oiler and impor-
tant to the welfare of the communities where our
"family" members live and work.
TOTAL COST PER GALLON. ...33 2/10c
The taxes you pay on gasoline — equal to 42^ of the
price of the gasoline itself in mid-Michigan — help to
build and maintain Michigan's expanding highway
system. You pay these direct taxes whenever you
buy gasoline.
STANDARD OIL COMPANY (Indiana)
Broadcasting • Telecasting
May 13, 1957 • Page 111
STATIONS
WBC'S WAAM (TV) BUY: $4.4 MILLION
• Westinghouse reaches vhf limit with Baltimore buy
• Roddick pays $250,000 for KUTI; Bartell Buys WBMS
OFF LIMITS
BROADCASTERS have been cau-
tioned by the Army against use of the
words "command performance" in
naming or describing programs. Of-
ficials noted the words have been copy-
righted as the title of the Army's half-
hour radio program series, Command
Performance, which began during
World War II. The title still is used for
special military programs, it was added.
WESTINGHOUSE Broadcasting Co.'s pur-
chase of ch. 13 WAAM (TV) Baltimore
[Closed Circuit, May 6] for $4.4 million
was announced last week by Donald H.
McGannon, WBC president, and Ben
Cohen, WAAM president.
Also reported last week were the sales
of two daytime radio stations: KUTI Yak-
ima. Wash., to Harrison Roddick, former
partner in the nationally known manage-
ment firm of McKinsey & Co., for $250,000.
and WBMS Boston, Mass., to the Bartell
Group, for $200,000.
The Westinghouse transaction, which has
been in progress for the past 60 days, gives
that multiple radio-tv owner its fifth and
final vhf outlet. FCC regulations prohibit a
single entity from owning more than seven
tv outlets, of which not more than five may
be on vhf channels. Westinghouse has a
number of plants in Baltimore and from
1937 to 1940, that city was the the head-
quarters of what was then known as West-
inghouse Radio Stations Inc.
The purchase is subject to approval of
the Westinghouse Electric Corp. board,
MR. McGANNON MR. COHEN
scheduled to meet May 29, and the FCC.
Majority owners of WAAM already have
approved the sale.
The Baltimore transaction involves the
exchange of Westinghouse stock for WAAM
Inc. stock, valued at the time of agreement
at the $4.4 million figure. Included in the
purchase is the acquisition of liquid quick
net assets in excess of $500,000.
With the acquisition of WAAM, West-
inghouse will own the limit of five vhf sta-
tions in that many markets. Westinghouse
now owns WBZ-TV Boston, KDKA-TV
Pittsburgh, KYW-TV Cleveland, and KPIX
(TV) San Francisco.
WBC bought all these stations except the
outlet in Boston. It bought KDKA-TV m
1955 for $9.75 million; KPIX in 1954 for
$7.5 million. It bought what was then ch.
3 WPTZ (TV) Philadelphia in 1953 for $8.5
million, but this was involved in the 1955
exchange of stations with NBC whereby
WBC received what are now KYW-AM-
FM-TV Cleveland and NBC what are now
WRCV-AM-TV Philadelphia. WBC also re-
ceived $3 million in that transaction.
Last year Westinghouse bought WIND
Chicago and its cp for ch. 20 there for $5.3
million.
WBC President Donald H. McGannon
made the following comment in announcing
the sale: "We are indeed proud to have the
future opportunity of serving the market of
Baltimore, which has not only had a long
historical record, but also a record of
growth and development. Our own company
has had substantial operations for a long
period of time in Baltimore, not only as the
site of Westinghouse Electric plants, but
also as the headquarters of the Westing-
house Broadcasting Co. in the years 1937-
40. ..."
WAAM began operating in 1948. It is
owned principally by the Ben and Herman
Cohen families of Baltimore; Norman C.
Kal, Washington advertising agencyman.
7%; Henry G. Fischer, Washington attor-
ney, 7%; Dr. Harry Goldmann, 4.5% and
the estate of Herbert Levy, 3.5%.
The station is affiliated with ABC and is
represented by Harrington. Righter & Par-
sons. Its balance sheet for Sept. 30, 1956,
showed total assets of $1,033,293, of which
$635,736 were current assets. Total current
liabilities were listed at $175,886; and capi-
tal and surplus at $857,407. Net income for
the years 1954 and 1955 was over $200,-
000 for each year, it was reported.
KUTI, operating with 1 kw on 980 kc
daytime, was sold by Walter N. Nelskog,
D. Gene Williams and Delbert Bertholf to
Mr. Roddick. Allen Kander & Co. acted
as broker in the transaction.
WBMS broadcasts with 1 kw on 1090
kc daytime. It was sold by lack N. Berk-
man and associates to the Bartell organiza-
tion and gives that group its fifth radio sta-
tion. Bartell owns WOKY Milwaukee, Wis.;
WAKE Atlanta, Ga.; KXBQ San Diego.
Calif., and KRUX Phoenix, Ariz. It also
owns WMTV (TV) Madison, Wis. Two
weeks ago it filed an application with the
FCC to sell WAPL Appleton, Wis., for
$100,000 to Connie Forster (40%), pres-
ent manager of the station, and Karl P.
Baldwin, L. H. Chudacoff and R. P. Beelen,
20% each [B»T, May 6]. It is also seeking
to increase the power of KCBQ to 50 kw
day and 5 kw night (on 1170 kc).
Manager of WBMS is Norman B. Fur-
man, who will remain in charge of the Bos-
ton outlet, it was indicated. No personnel
changes are contemplated, it was reported.
The Berkman interests, under the name
of The Friendly Stations, operate WSTV-
AM-TV Steubenville, Ohio; KODE-AM-TV
Joplin, Mo.; WPIT Pittsburgh, Pa.; WPAR
Parkersburg and WBLK and a permit for
ch. 12 Clarksburg, all in Clarksburg, W. Va.
The Boston sale was handled by Jack L.
Stoll Associates, station broker.
Both the Yakima and Boston sales are
also subject to FCC approval.
L.A. Religious Ratings
Low, Says Churchman
RESIDENTS of the Los Angeles metro-
politan area are exposed to an ample supply
of religious broadcasts — 353 per week on
radio, 29 on tv — according to a survey made
in April of this year by the Rev. Clifton
Moore, director-coordinator of the Radio-
Television-Film Commission of the Los
Angeles Church Federation.
But the ratings reported by Dr. Moore
indicate that all this exposure produces very
little penetration. Of the 123 religious radio
programs broadcast on Sunday, only four
have ratings of 1.0 or more (according to
Pulse, which provides ratings for only nine
of the city's radio stations, omitting 17
others). Top audience-puller, with a 2.3
rating, is the Salt Lake Tabernacle, broad-
cast on KNX at 8:30 a.m. Others in the 1.0-
or-better category are: Good News (Meth-
odist), 2.0, KHJ, 9:15 p.m.; Hour of Deci-
sion, 1.3, KFI. 10:30 p.m.. and Your Bible,
1.0, KABC, 8:15 p.m.
Weekday religious radio programming —
43 programs broadcast once to six days for
a total of 207 air periods — fares no better,
ratingwise. KHJ's Bible Institute, Monday-
Wednesday-Friday, 8:30 a.m., gets top
weekday rating of 1.7. KFWB's Rosary
Hour, Monday-Saturday. 7:45 p.m., is
second with 1.5, and KABCs Dr. S. Bailes,
Monday-Friday, 10:15 p.m., third with 1.3.
Of the 23 Saturday religious radio programs,
only the Rosary Hour, 1.3. tops the 1.0
mark.
Largest audience of any religious program
on television in greater Los Angeles is that
of Crossroads on KABC-TV. Friday, 8:30
p.m., which Dr. Moore's report shows to
have a Telepulse rating of 6.8. an ARB of
7.9 and an NSI of 17.5. Second is Bishop
Sheen's Life Is Worth Living, also KABC-
TV, Monday, 9 p.m., not rated by Telepulse
but with an ARB of 5.9 and a NSI of 7.3.
Top Sunday religious tv program, rated at
3.0 by Telepulse and 6.7 by NSI. is Great
Churches of the Golden West, KTTV (TV)
at 11 a.m. (ARB rates this 1.0. tied for
fourth place among Sunday tv programs of
this type, but this and other differences
may be due to the use of an ARB March
rating, an NCS February rating and a
Telepulse rating for Feb. 1.)
The religious radio broadcasts divide into
307 that are sponsored and 46 sustaining.
The tv ratio is even more: 16 commercial to
13 sustaining programs. Audience informa-
Page 112 • May 13, 1957
Broadcasting • Telecasting
tion in the report is too meager for any con-
clusions as to the attractiveness of one versus
the other, if there is any.
It seems more significant that neither the
top-rated religious radio program (chiefly an
organ recital) nor the religious tv series with
the largest audience (a dramatic series with
clergymen as heroes) is in any way a typical
religious program. To analyze this and other
findings of Dr. Moore's survey, the Radio-
Television-Film Commission has appointed
a subcommittee to make a comprehensive
study of the information and to recommend
ways and means of implementing it.
Welpott to Manage WKY-AM-TV
RAYMOND W. WELPOTT, station man-
ager of WRGB (TV) Schenectady, will
join WKY-AM-TV
Oklahoma City
June 3 as stations
manager, according
to an announce-
ment by E. K. Gay-
lord, president and
general manager of
the Oklahoma Pub.
Co. and WKY
Television System.
Mr. Welpott tills
the vacancy creat-
ed by the death of
Hoyt Andres April
17 [B»T. April 22]. He has been with WGY-
WGFM (FM)-WRGB (TV) since 1946.
MR. WELPOTT
'Swing to Spot Radio' Claimed
In Adam Young 'Profile' Report
ADAM YOUNG INC. last week distributed
to advertising agency and advertiser execu-
tives the first of three studies on "Radio's
Changing Profile," with the first report cover-
ing "the continuing audience swing to the
independently operated radio stations."
The project was discussed at a news con-
ference in New York by Adam Young,
president of the radio representation corn-
pan), who observed that it was not the in-
tention of his company to create an "anti-net-
work" presentation but that the conclusions
of the studies pointed to "a swing from net-
work radio to spot radio advertising." The
next two studies, which will be released a
month apart, will deal respectively with
coverage facilities and markets and with
rates and costs to advertisers. The reports
were prepared under the direction of Frank
Boehm. director of Young radio research.
The initial report, titled "Nothing Suc-
ceeds Like Success." claims that since 1952
there has been a marked shift in audience
popularity from the network-affiliated radio
station to the independent outlet. Using
Pulse share-of-audience data in the top 25
markets, the report asserts that in 1952
there were 26 network affiliates in first place
or tied for first place in the markets studied,
while there was no independent station in
this position. By 1956. the report continued,
there were only 15 network outlets in the
top positions, while 13 independents had
moved into first place or tied for first. The
report also claims an increase in independ-
ents that moved into second and third
place in the various markets.
Newspaper-Tv 'Feud' in L. A.
Exaggerated — 'Examiner' Editor
REPORTS of a "feud" between Los Angeles
newspaper reporters and representatives of
the broadcast media have been "greatly ex-
aggerated." Jim Richardson, city editor of
the Los Angeles Examiner, said May 5.
Asked about the situation by Bill Stout,
newsman of KNXT (TV) Los Angeles, in
an interview on Mr. Stout's Sunday after-
noon program, Eye to Eye, Mr. Richardson
did not deny there was some friction, but
felt it could be ironed out with good man-
ners and common sense. Talk that reporters
are going to use profanity or walk in front
of cameras to foul things up seems pretty
extreme and unlikely, he noted, adding.
"Any member of my staff who did that kind
of thing wouldn't be around very long."
When a news story is breaking, "tv has
as much right to be there as the newspapers
have." he stated. It's interviews that are the
trouble spots, he added. "What we object
to is the tv cameras being set up and grind-
ing away and expecting the newspaper men
to do the interviewing — to do their work
for them. Then, in many cases, the tv re-
port gets out first."
To Mr. Stout's protest that KNXT sends
WAKR
HOOPER RADIO AUDIENCE INDEX
Share of Radio Audience — Akron City Zone
MORNING (7AM-12 NOON)
Mono ay thru Friday
JAN. thru MAR., 1957
WAKR 50.2
Station "A"
Station "B"
Station "C"
Station "D"
Station "E"
4.9
13.0
24.2
2.0
2.8
AFTERNOON (12 NOON TO 6 PM)
Monday thru Friday
JAN thru MAR., 1957
WAKR 39.7
■ Station "A" 6.0
Station "B" 13.1
Station "C" 28.9
■ Station "D" 2.3
Station "E" 6.9
NIGHT (6 PM -10:30 PM)
Monday thru Friday
OCT. thru DEC, 1956
WAKR 57.7
■ Station "A" 9.8
Station "B" 18.4
Station "C" - *
■ Station "D" 3.0
Station "E" - »
■ Cleveland Stations with primary service in Akron
* OfT ihe air
NIELSEN NCS AND PULSE ALSO AGREE THAT WAKR IS A DECIDED FIRST.
Represented Nationally by BURKES TUART Company, Inc.
NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO
WAKR -TV • WAKR - RADIO
RADIO-TELEVISION CENTER - 853 Copley Road - Akron 20, Ohio
Broadcasting • Telecasting
May IS. 1957 • Page 113
NOVIK ATTACKS 'FAST BUCK' MEN
• WOV head would limit licenses on radio grants, sales
• He charges medium is being debased by 'business men'
STATIONS
out reporters just as able to ask their own
questions as those from the newspapers,
Mr. Richardson replied that "lots of the
boys who come out for tv haven't enough
knowledge of the subject" to ask the right
questions. And the camera itself is annoy-
ing, he felt. "When the cameras are on
you, you feel self-conscious and freeze up.
We can get much more out of a man when
we can talk to him when the cameras aren't
on him. And there are some questions you
can't ask before the camera."
In answer to Mr. Stout's questioning, Mr.
Richardson expressed the realization that tv
news, only 10 years old, should not be ex-
pected to have achieved the same expertness
in handling its problems as newspapers, with
some 300 years of experience. He said that
sometimes, watching tv's coverage of a news
story, he feels the tv reporters talk too much
about themselves, how long they've been
there, how cold it is, etc., instead of stick-
ing to the story. "They need a good city
editor," he asserted. But he predicted a
great future for tv news, with its ability to
give a full pictorial account of a continuing
story, without being limited like newspa-
pers to a still picture that freezes the action
into one brief moment.
Returning to the immediate problem of
interview coverage, Mr. Richardson said:
"The answer is for tv to send out some com-
petent reporters of its own."
'Harvester' Contest Winners
WINNERS in the "International Harvester's
Golden Anniversary Party" promotion con-
test for radio station promotion managers
were announced last week by Young &
Rubicam, New York. The agency arranged
the event for its client, International Har-
vester Co., Chicago, celebrating the 50th
year of its truck division. The winners,
chosen for outstanding promotion in con-
nection with International Harvester's spon-
sorship of a one-time only musical spectac-
ular on NBC Radio April 4 (9-10 p.m. EST)
were: Sam Lawder, WIRA Fort Pierce, Fla.
(up to 1 kw); Don McLean, KFYR Bis-
marck, N. D. (up to 5 kw) and Worth White,
WPTF Raleigh, N. C. (up to 50 kw). They
were presented with trans-oceanic portable
radios.
M. S. NOVIK, radio consultant and presi-
dent of WOV New York, struck out last
week at radio's "fast buck operators" who
he said not only are debasing their own
programming — by neglecting public service
— but are forcing their competitiors to fol-
low suit.
He recommended that FCC limit licenses
to one year in the case of all new grants and
station sales, "so that program performance
can be measured against promise before a
renewal is granted," and that it not extend
the present three-year term to five years
"without providing an effective annual
method" of comparing promise and per-
formance.
Speaking Thursday at the Ohio State
Institute for Education by Radio-Television
(story page 102), Mr. Novik said, "Radio
today is making more money, and has more
listeners and commercials; and it also has
less public service programming, less com-
munity action programs, and has weakened
its identity with its communities. It seems
to me that the time has come to take a
sharp look at radio as it is today."
Years ago, he said, the network affiliates
generally were "the top stations," but "when
the road for radio got rough the net-
works lost advertisers" and "cut back pro-
grams." When the affiliates "lost these pres-
HOW TO AID USIA
IF THE nation's 5,000-odd radio sta-
tions shipped their old phonograph
records to the U. S. Information
Agency for use in Voice of America
broadcasts and for other purposes,
USIA might save $1,750,000 a year.
This is the thinking of Bill Jorgen-
sen, WTVN Columbus, Ohio, news
editor, who has suggested that each sta-
tion send 500 records a year. If all sta-
tions contributed, he said, "USIA
would have some two and a half mil-
lion records available for use."
tige network shows," he continued, "the
affiliates began to lose audience to the in-
dependents" and started to compete more
directly.
"It was a case of the bigger station fight-
ing the smaller station, and in the fight the
stations and networks became cannibals,"
Mr. Novik asserted. "They ate up their
public service programs, they forgot all
about their forum shows, they ignored the
public interest, necessity and convenience.
The record, the music on a plate, once the
backbone of the smaller, non-network sta-
tions, became the backbone of all stations —
network and independent."
Where magazines and newspapers sharp-
ened their editorial treatment, became more
active in their communities and came back
"more vital than ever before," he said,
"radio went the other way. Many of the
pioneers sold out. Many new stations came
into being. And a new breed of operator
came into radio. They were business men;
they had no training or background in radio;
they were trained for just one thing; to
make money." He continued:
"They didn't know, and no one is telling
them about their responsibility to the com-
munity. They were interested in just one
thing. They kept their staffs small, their
overhead down, they became music and news
stations, and they made money. . . .
". . . As the sharpshooting broadcasters
expand their operations, so do more and
more stations have to lower their program
standard."
Mr. Novik cited this example as "typical
of many others":
"The only station serving a one-county
market. It is 90% commercial. The music
it plays comes from records it gets free.
Once a week it has a sustaining hour of
popular operatic music. These records come
from a listener. Public service is strictly
transcribed spots. And once a week a tran-
scribed quarter-hour that is distributed
gratis by a foreign country. There is nothing
controversial on the station; no talks, no
discussions, no forums, and nothing local
except the commercials and any news that
shows up on the ticker."
Stations are able to do this and get away
with it. he said, because FCC "has stopped
enforcing the public interest, necessity and
convenience portions" of the Communica-
tions Act. "Because of its work load," he
said, "the FCC is unable to properly check
and review" the program reports which sta-
tions are required to file. He proposed:
"1. The FCC, because of the many new-
comers in this business, shoud reaffirm its
interest in local public service programming.
"2. The FCC should, before approving
the transfer of a license, require a statement
of program policy similar to that required
for a new grant.
"3. The FCC should license for one year
only, all new grants and all transfers so that
United Press Facsimile Newspictures
| | and
United Press Movietone Newsf ilm
r^_b Build Ratings
Page 114 • May 13, 1957
Broadcasting • Telecasting
CLOSED CIRCUIT television has proved a natural — for WTVJ (TV) Miami. A com-
plete closed-circuit system, with a monitor in every office, provides complete con-
tinuity of effort, as well as a communications system, for the station's 185 employees.
The system in use is shown above as Jack Shay (1), vice president in charge of
operations, and Lee Ruwitch, vice president-general manager, discuss the recent
NARTB convention, and members of the station's programming department listen
to the report on their monitor.
program performance can be measured
against promise before a renewal is granted.
"4. The FCC should not extend its cur-
rent three-year licenses to a five-year term
without providing an effective annual method
of reviewing station program performance
against promises."
While "major networks are once again
putting initiative and ingenuity into their
radio programming," he said, "they cannot
force the affiliates to carry these programs.
The affiliates, busy fighting the local stations
for mass audience and ratings, cannot afford
to, and do not carry these network public
service programs."
Public service spot announcements, Mr.
Novik maintained, are not the answer: "The
community need for schools or sewers, for
thruways or hospitals, for municipal park-
ing or honest local government will never
be faced, examined, evaluated and acted
upon as the result of slogans or spot an-
nouncements."
Unless radio faces its responsiblities, he
said, "it will lose its identity as a dynamic
force in the community" and become "noth-
ing more than a series of chain stores,
identical in operation and differing only in
the name out front and in the size of the
building. . . . We as a country cannot afford
the dubious luxury of emasculated radio
stations."
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WSAI Appoints Bernstein,
Announces Three Promotions
FRED L. BERNSTEIN, vice president and
southern divisional manager of Forjoe & Co.,
station representation firm, has been ap-
pointed executive vice president and man-
aging director of
WSAI Cincinnati.
The announce-
ment by Sherwood
R. Gordon, presi-
dent of Gordon
Broadcasting Co.
(WSAI - AM-FM
and WILD Bir-
mingham ) , also
listed promotions
at WSAI and said
the new appoint-
ments constitute
the first step of a
projected expansion over the next few
months. WSAI staff members promoted:
Lu Bassett, national sales manager, to
the new position of national sales service
director; Harold O. Parry, local sales man
ager, to vice president and director of lo-
cal sales, and P. Howard Eicher, account
executive, to assistant sales manager.
WAHR-FM Converts to Multiplex
WAHR-FM Miami Beach has converted all
its background music service from simplex
to multiplex, according to Alan H. Rosen
son, owner-chief engineer. Mr. Rosenson
built all needed transmitter gear himself and
made the transmitter modifications at an
estimated cost of $500. He said Browning
receivers have proved satisfactory and no
cross-talk or noise is apparent. WAHR-FM
is now duplicating WAHR am service on
its main channel.
Oldham Goes to St. Louis
BILL OLDHAM, radio account executive,
leaves the Chicago branch of Edward Petry
& Co. Inc. on June 1 to become sales man-
ager of the firm's St. Louis office replacing
George Kercher who has yet to make known
his future plans.
2% BILLION DOLLARS
WAITING TO SEE
YOUR SALES STORY!
Your product won't "catch it cold"
with exposure in this red hot, tri-
cities (Bristol, Va.-Tenn., Johnson
City, Tenn., and Kingsport, Tenn.)
market! Saturation selling on
UICVB-TV
BOX 1009, BRISTOL. VIRGINIA- TENNESSEE
THE TRI-CITIES CHANNEL
NBC-ABC AFFILIATE
REP: WEED TELEVISION CORP.
BROADCAST MUSIC, INC.
'589 FIFTH AVE . NEW YORK 17. NY.
hlH TOR* • CHIC»C0 • H0UYW000 • I0R0NI0 • MONTRUl
Broadcasting • Telecasting
May 13, 1957 • Page 115
NEW RADIO RATE CARD PROPOSED
• Flat rates feature new John Blair & Co. plan
A NEW FORM of radio rate card, em-
ploying flat rates with none of the cus-
tomary complicated discount structures, was
announced last week by Arthur H. McCoy,
vice president and sales manager of John
Blair & Co.. radio station representation
firm.
He said the Blair company is recommend-
ing the new form for use by all the stations
it represents. Several already have adopted
it and others are switching over gradually,
he reported.
Mr. McCoy expected the new cards to
find special popularity among timebuyers,
because the use of flat rates makes it pos-
sible to tell quickly what a given campaign
will cost and eliminates the complicated
figuring of rates and discounts. Timebuyers
who have seen it have been enthusiastic,
he said.
He said the objective was to make rate
cards simpler, asserting that such simplifi-
cation was "one of the essentials for more
efficient use of spot radio."
Like conventional rate cards, the new
Blair form sets up different charges for dif-
ferent times of the day, with lower rates to
encourage advertisers to use periods which
are now less popular with buyers. It also pro-
vides somewhat lower rates for "rotation"
announcements bought in groups of six or
more per week, a device used to get adver-
tisers to include Saturdays along with Mon-
days through Fridays. As distinguished from
announcements which the station may ro-
tate, or schedule at staggered time periods,
fixed-position participations come higher.
Rotation. Mr. McCoy explained, gives
assurance that all advertisers in these time
periods get an equal break. On the other
hand, the advertiser who wants premium
position must pay extra for it, through the
higher fixed-position rate.
The new card applies only to announce-
ments, which form the bulk of spot radio
purchases, but the principle can be extended
to include programs, Mr. McCoy said. He
emphasized that the flat rates do not repre-
sent a rate cut. Actually, he explained, in
translating a station's rate card from the old
to the new, the old discount structure is
corporated into the new rates, so that the
new charge for a given number of announce-
ments in a given time period is no less than
the net charge under the old plan.
As an exampie he cited the actual card
of one of the Blair stations that already
have converted to the new form:
Between 6:30 and 9:30 a.m. and from 3
to 7 p.m. Monday through Saturday — six
one-minute participations per week (one a
day) cost a flat $25 each if presented on a
rotation basis, while fewer than six cost $28
apiece. If the advertiser specifies the time of
broadcast the cost is a flat $35 each.
Between 6 and 6:30 a.m. and from 9:30
a.m. to 3 p.m. Monday through Saturday-
six one-minute participations per week cost
$21 each; fewer than six cost $23 each.
After 7 p.m. and all day Sunday — six one-
minute participations per week cost $16
each; less than six, $18 each.
The new card also set up "impact" or
saturation plans with progressively lower
rates for the use of 12, 24, 36, and 48 one-
minute participations per week. In the 6-
6:30 a.m. and 9:30 to 3 p.m. periods, 12
per week cost $20 each; 24 cost $19 each;
36 cost $18 each, and 48 cost $17 each.
After 7 p.m. daily and for all day Sunday,
the comparable costs are $14, $13, $12.
and $11 per minute announcement.
Day and night impact plans may be com-
bined or portions of the impact plan an-
nouncements may be ordered in the heavily
sold 6:30-9:30 a.m. and 3-7 p.m. periods at
the applicable costs for those time periods,
so long as a total of at least 12 per week
is used.
ID rates are one-half those for one-min-
ule announcements.
WRCV Issues New Rate Card
WRCV Philadelphia has issued a new rate
card, effective May 1, listing changes in
both announcement and program classifica-
tions. One hour of Class A time (6:30 p.m.-
10:30 p.m.) now costs $450, and Class I
announcement (10 a.m.- 11 p.m.) $45 gross
for 1 minute or 20 seconds, with volume
taken into consideration and its effect is in- discounts.
The better equipped stations are dominating the field with
more listeners and more advertisers
SMOULDERING STUDIO
BUD WENDELL, WDOK Cleveland,
night owl commentator, came home
one night early this month for his
usual nightly remote broadcast only to
find the place virtually gutted by fire
— all but his soundproofed broadcast-
ing room.
From 11:15 p. m. to 1:00 a. m..
with a mattress still smouldering in
the snow outside, and his children
farmed out to neighbors. Mr. Wen-
dell carried on. He played records,
furnished the usual weather informa-
tion, told of the fire, and otherwise
met his commitments to the radio
public.
MR. JUDGE
GATES RADIO COMPANY
MANUFACTURING ENGINEERS SINCE 1922
QUINCY, ILL., U. S. A.
Westinghouse Names Judge
National Tv Sales Manager
APPOINTMENT of Tom W. Judge, vice
president in charge of sales for Closedcircuit
Telecasting System Inc., New York, to the
newly-created post of national television
sales manager of
the Westinghouse
Broadcasting Co.
was announced last
week by Alexander
W. Dannenbaum
Jr., WBC sales vice
president. The ap-
pointment is effec-
tive today (Mon-
day).
"The Westing-
house stations' con-
tinuing growth in
television sales has
made this new post necessary," Mr. Dannen-
baum said. "Recently, we created a similar
one for radio because of the swelling volume
of business to our stations. At that time we
promoted Perry B. Bascom to the important
post. Now is the time to do the same for
television."
Before poining Closedcircuit Telecasting
System, Mr. Judge was with CBS-TV Spot
Sales, initially as an account executive for
four years and subsequently as midwestern
sales manager and eastern sales manager.
Earlier he had been on the sales staff of
WBZ-TV Boston, a Westinghouse station.
WGN Stations Buy New Gear
PURCHASE of a new RCA 50-kw radio
transmitter, plus 16 mm film projector and
supplementary equipment has been an-
nounced for WGN and WGN-TV Chicago
by Ward L. Quaal, vice president and gen-
eral manager of WGN Inc.
Installation of the am transmitter is
planned within the next four months and
represents part of a $110,000 expenditure
for new equipment, according to Carl J.
Meyers, WGN-AM-TV engineering man-
ager. The transmitter will be used at Ro-
selle. 111. It replaces a composite model in
use since 1937.
Page 116 • May 13, 1957
Broadcasting • Telecasting
BALTIMORE STATIONS COOPERATE
THE three Baltimore tv stations are co-
operating to supply live coverage of the
House Un-American Activities Commit-
tee, which opened hearings in Baltimore
last Tuesday.
By rotating the live pickup, they are
able to provide full service at minimum
loss of commercial time for anv one sta-
tion. The cooperative idea also is used to
bring 75 baseball telecasts of Baltimore
Orioles games, a service that no single
station could provide because of time-
clearance problems.
Prior to the opening of House hearings
Robert B. Cochrane, WMAR-TV pro-
gram director, discussed a cooperative
plan with Leslie H. Peard Jr., WBAL-TV
vice president-station manager, and Ken-
neth Carter, WAAM (TV) general man-
ager. A schedule was drawn up, with
WBAL-TV covering Tuesday and Thurs-
day mornings; WAAM Tuesday and
Wednesday afternoons and WMAR-TV
Wednesday morning and Thursday after-
noon.
The plan was used again Friday as
WBAL-TV and WMAR-TV divided
Washington coverage of the select Senate
committee investigating labor activities.
WAAM will carry hearings this (Monday)
afternoon.
Each tv station uses its own commenta-
tors for the pickups, dividing the cost of
using WMAR-TV mobile equipment three
ways. At the end of each half-day session,
announcements are made when and where
coverage will be available when testimony
is resumed.
Chairman Frances E. Walter (D-Pa.),
Un-American committee chairman, and
Richard Arens, conducting the hearings,
were agreeable to tv coverage but had to
refer stations to Chief Judge Roszel C.
Thomsen, U. S. District Court, since the
committee was using a federal courtroom.
Judge Thomsen said he wouldn't attempt
to tell a congressional committee what to
do, so stations were permitted to cover.
The tv stations have been feeding audio
to anyone wanting it. WFBR and WITH
Baltimore carried aural coverage and tv
film cameras provided news footage.
The dramatic testimony on commu-
nism, including appearances of federal
undercover agents, attracted wide atten-
tion last week in the service area of the
stations. Some witnesses asked that they
be kept off tv while testifying.
The cooperative plan was first used
over four years ago at a Maryland guber-
natorial inauguration, Mr. Cochrane told
B«T. It has been used several other times
to provide complete public service that
would have been beyond the capability
of any one tv outlet.
Baseball coverage of the Orioles is
sponsored by Gunther's beer. A number
of Washington Senator's games are spon-
sored by National Bohemian beer under
the same arrangement.
WGY Drops Paid Religious Time
PAID religious broadcasts were dropped last
week by WGY Schenectady, N. Y., because
of an imbalance of fundamentalist Protestant
theology in its programming, according to
Merl Galusha, station manager. He said the
station will continue to provide free time
for a representative schedule of religious
broadcasts, adding that Rev. Billy Graham's
program will not be renewed. Others not to
"But, papa— KRIZ Phoenix say no
smoke-um pipe— smoke-um R. G.
Dun cigars!"
be carried on a paid basis are Word of Life,
Bible Study Hour, Lutheran Hour and Voice
of Prophecy.
Of eight hours of religious programming,
Mr. Galusha said, 2l/z represented the fun-
damentalist view of Protestantism. He said
the program was being revised to provide
broad representation.
WOL Grants Aliens Equal Time
WHEN WOL Washington carried 10-minute
taped portions of a speech made April 26
by Archbishop Makarios of Cyprus at the
end of his exile, the station offered equal
time to the British and Turkish embassies
in the Nation's Capital. The offer was ac-
cepted, and 10-minute tapes made by British
and Turkish information officers were broad-
cast May 5.
WOL secured the Makarios tape through
a Greek contact of Nicholas Camarianopou-
los, who conducts a weekly Athenian Mel-
odies Hour on the station.
WKNB's Brewer Aids Rescue
VICTOR BREWER, assistant sales manager
of WKNB New Britain. Conn., and a skin
diver by avocation, last Wednesday helped
to save a woman who had plunged 90 feet
from the Charter Oak Bridge into the Con-
necticut River. Mr. Brewer and two other
members of the YMCA Gill-men's Club
were inspecting the damaged rudder of a
vessel at the East Hartford Yacht Club
when Mrs. Shirlev Jones of Enfield went
off the bridge, half a mile away. Speeding
to the scene in a nearby launch. Mr. Brewer
and another person tied a line to Mrs. Jones
underwater and the boat crew hauled her
to safety.
Two Groups Protest Citation
Against WTVT (TV) Newsman
CITATION of a WTVT (TV) Tampa, Fla..
newsman for contempt by a Tallahassee
municipal court judge has been protested by
Florida Assn. of Broadcasters and West
Coast Press Photographers Assn. Protests
were aimed at Judge John A. Rudd, who
held Jack Murphy, of WTVT, in contempt
and fined him $100 or 30 days in jail last
February for taking film pictures in the City
Hall corridor [B»T, March 11). The cita-
tion has been appealed.
FAB said in a statement signed by Presi-
dent H. Dennison Parker, WTAN Clear-
water, that broadcasters cannot accept "the
confused wording" of Canon 35 of the
American Bar Assn., which bars visual and
aural media from courtrooms. "Nothing
can alter the stark, simple fact that here is
a public official attempting to still the voice
of an important segment of the free press
with an extremely loose interpretation of a
legal precept which, in itself, is dubious,"
FAB argued.
Judge Rudd contended the City Hall cor-
ridor is tantamount to a witness room since
the court has no formal chambers to house
witnesses.
ONE OF THE
FIRST 100 MARKETS
7
**<S THE BO*°"
WHBF
RADIO & TELEVISION
FIRST IN RADIO
1st In Downstate Illinois*
1st In The Quad-Cities
according to NCS No. 2
* All 68 stations outsicb of Chicago
REPRESENTED BY AVERY-KNODEL, INC.
Broadcasting • Telecasting
May 13, 1957 • Page 117
STATIONS
DATELINES OF THE WEEK
A sampler of radio and television news enterprise
WASHINGTON — WMAL-TV in the capital,
lone local station providing live tv coverage
of the Teamster union hearings in the Sen-
ate, organized an impromptu network that
by Friday totalled 13 stations. The combina-
tion of Friday and the unpopular number
proved a lucky one, as the hearings went on
for the third day and viewers from coast
to coast were able to see complete versions
of the probe.
Before sessions got underway Wednesday
afternoon, WMAL-TV offered its coverage
to ABC-TV, but the network was unable to
program the hearings, as were other net-
works, which relied on film coverage. Fred
S. Houwink, general manager of WMAL-
TV and chairman of the ABC-TV Affiliates
Assn., offered the telecasts to other inter-
ested stations, and Otto Brandt of KING-TV
Seattle took the lead in lining up stations to
participate. KING-TV also carried live
coverage of Teamster President Dave Beck's
first appearance on Capitol Hill.
Wednesday-Thursday starters, besides the
originating station and KING-TV, were
WEWS (TV) Cleveland; WCPO-TV Cin-
cinnati; WTVN (TV) Columbus, Ohio;
KTVI (TV) St. Louis; KJEO (TV) Fresno,
Calif., and KGW-TV Portland, Ore.
Friday, three Baltimore stations, WBAL-
TV, WMAR-TV and WAAM (TV) shared
coverage on a rotating basis, picking up the
signal off-the-air and relaying it to WSBA-
TV York and WTPA-TV Harrisburg, both
Pa.
Commentators for the newscasts were
WMAL-TV's Richard Rendell and Charles
Herring, news director of KING-TV.
NASHVILLE — When a plane landed in Mont-
real, Canada, last Monday carrying the wife
of a captured hero and high official on the
revolting side in last fall's Hungarian up-
rising, that was the signal for WSM-AM-TV
Nashville to air an exclusive interview the
station believes is a "beat" on all the national
news services.
WSM-AM-TV News Director Bill Wil-
liams, late last month on special assignment
among Hungarian refugees in Austria, in-
terviewed Mrs. Mari Maleter on film and
tape while she was hiding with her three
small children near Vienna and shortly be-
fore she boarded a plane for Canada. Mr.
Williams agreed to withhold release of the
interview until Mrs. Maleter and her chil-
dren were safely across the Atlantic. When
she arrived in Montreal Monday, WSM-TV
promptly put the filmed version on its
Your Esso Reporter and WSM carried the
taped interview on its All That's News, both
evening shows.
Her husband, Tal, a major general with
the ill-fated Hungarian "Freedom-Fighters"
and who became defense minister of the
SMILING as he signs for ABC Radio
Network affiliation is Thomas F. Mc-
Nulty. president of WWIN Baltimore.
Frank Atkinson (1), ABC Radio re-
gional manager, and Edward J. De-
Gray, vice president in charge of sta-
tion relations for ABC Radio, look
on. The affiliation contract comes into
force June 1.
government-in-revolt, stayed behind and was
captured by the Russians. He was acclaimed
as a "Hero of Budapest" after leading the
defense of Killian Barracks, last rebel fortress
in Budapest to hold out against Russian
troops, WSM says.
Now in a communist prison awaiting trial
in two weeks on a charge of treason against
the satellite government, Gen. Maleter last
Thursday was charged with "counter-revolu-
tionary activities"- — along with former Hun-
garian Premier Imre Nagy and Joseph
Cardinal Mindszenty — by the chairman of
the communist Hungarian presidential coun-
cil.
AUSTIN — Not only was KTBC-AM-TV on
the spot with correspondent and/ or camera
crew at most of the trouble areas during the
Texas tornado-river flooding period, but it
also acted as clearing house for official
weather reports by direct line from the U. S.
Weather Bureau, and feeding them to other
Austin stations. Meanwhile, a KTBC news-
man was assigned continually to state disas-
ter headquarters to funnel out reports from
civil defense observers and the highway
patrol.
NEW HAVEN — WAVZ's two-way plans to
ground mobile radio units last week helped
firemen from five Connecticut towns battle
forest fires in nearby Milford by relaying
information such as spreading flames, near-
ness to homes, and the best way to get at the
fire's bases.
LOUISVILLE — In the land where horseshoes
are said to be lucky they are proving lucra-
tive, too, for WHAS-AM-TV. The Kentucky
Derby, originated for CBS Radio and Tele-
vision, by WHAS stations, is only one fea-
ture of a three-week season covered by
WHAS-AM-TV, which this year sold a
schedule of 30 radio racing broadcasts and
seven telecasts to Falls City Brewing Co.
The Spring Meet started April 27 at
Churchill Downs, where a full crew of sta-
Broadcasting • Telecasting
Page 118 • May 13, 1957
tion staffers and equipment are stationed
for the duration.
The local brewery also sponsored last
month a card of 1 1 feature Race of the Day
broadcasts from the Keeneland track at
Lexington, Ky. Additional WHAS-TV treat-
ment of the sports events included daily
film coverage and elaborate coverage of
Derby festivities. WHAS sportscaster
Cawood Ledford calls radio descriptions,
with Bryan Field and Downs track an-
nouncer Gene Schmidt sharing the assign-
ment on tv. Brownie Leach, public relations
director of Churchill Downs, provides color
for the radio coverage.
LINCOLN — Monitoring local law enforce-
ment shortwave broadcasts paid off for
KFOR Lincoln, Neb., which promptly sent
its news staffers to nearby Milford only
minutes after a tornado struck. They pro-
ceded to broadcast bulletins.
Thus, in spite of knocked out telephone
lines, the station said it was later able to
wrap up the most complete description of
the twister's impact and aftermath 2Vi
hours later on a regular evening broadcast.
But KFOR insisted that storm warnings from
local stations did the life saving.
TORONTO — Larry Henderson, news com-
mentator of CBC, that city, and cameraman
Bob Crone, have started on their third over-
seas reporting tour for CBC-TV in two
years. Their current trip, started on April
28, and will take them to Sweden, West
Germany, Lebanon, Syria, Jordan, Egypt,
Israel, Austria, Poland and Russia.
Visas for Russia were not ready when they
left Toronto, but are expected to be picked
up en route. The team will be away seven
weeks, and plan to jump immediately to any
area where the news breaks. They will
supply it on tape and on film for tv and
radio programs.
Pulse Moves to Discourage
Station 'Hypos' During Surveys
THE Pulse Inc. is serving notice it will try
to frustrate any station which undertakes to
inflate its ratings by staging special promo-
tions during a survey period.
Director Sydney Roslow is sending letters
to all subscribers urging them not to use
such tactics and warning that if they do the
fact will be noted alongside their figures in
the published Pulse report.
In the past the Pulse has carried such
notations in cases where such promotions
have come to its attention, but this is the
first time it has "officially" served notice
regarding the policy.
Other rating services have coped with the
problem in similar ways. C. E. Hooper Inc.,
for instance, has deleted the station's figures
and, instead, carried a note saying the sta-
tion was running a special promotion that
made it impossible to determine the size of
the audience.
The problem, which crops up sporadically,
involves special promotions — offering re-
wards for answering the telephone with the
station's call letters, for instance — conducted
just before or during a rating period, where
the purpose is clearly to influence the pub-
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STATIONS
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lished ratings. Legitimate, long-term audi-
ence promotion projects are not involved.
In his letter to subscribers, Dr. Roslow
explained the Pulse policy thus:
"As you know, there have been instances
in the past where a station embarked on
special promotional efforts during the sur-
vey week only, intended to "hypo" and in-
fluence the reporting of listening. J want
to urge you not to engage in special pro-
motional efforts designed expressly to in-
fluence the listening and reporting of lis-
tening during the survey week itself or the
week prior to the survey. When notified of
such special activities, we reserve the right
to request the stations to describe these ac-
tivities and publish the replies in the report."
THE RIGHT gentlemen discuss the
Wong Time, Wong Temperature. (L-r):
Doc Wong, creator of Wong's Frozen
Foods; Bob Kaufman, KFBW account
executive; Lee Siteman of Mottl-Site-
man, agency for the product, and
Robert M. Purcell, vice president-
genera} manager of KFWB.
CAN'T GO WRONG
IT HAD BEEN a long hard day and
the KFWB Los Angeles salesmen,
making their reports to Robert Purcell,
vice president and general manager,
were getting ready to head for home.
Someone mentioned plans for a Chi-
nese dinner; someone else asked if
anybody had tried Wong's Frozen
Chinese Foods. Mr. Purcell looked up
and wondered aloud if they couldn't
sell this company the Wong Time and
Wong Temperature. The anticipated
laugh stopped midway as the reaction
changed to "Why Not?"
The next day the idea was presented
to Mottl & Siteman, agency for Wong's
Frozen Foods. The agency liked it.
Wong's liked it. So on May 12 Wong's
begins its first summertime campaign,
having appropriated a special addition
to its regular advertising budget to un-
derwrite 12 "Wong Time — Wong
Temperature" announcements a day
on KFWB throughout the summer.
P. S.: Mottl & Siteman has obtained
KFWB's permission to use the same
theme for its client in markets outside
Southern California.
WFMX (FM) Sees Good Business
In Its Multiplex Operation
PROGRESS report on WFMX (FM) New
York, which claims to be the first New York
outlet with a regular multiplex operation,
was provided last week by Walter Diehl,
general manager, who indicated the outlook
is bright for a successful business opera-
tion.
The station went on the air several months
ago without advance publicity, Mr. Diehl
said, because the outlet is part of a pro-
posed Concert Network encompassing a
group of other fm outlets, which has not yet
materialized. WFMZ broadcasts for the pub-
lic 24 hours a day seven days a week on a
frequency of 104.3 MC. presenting concert
music on tape recordings. Its only employes
are six engineers, working eight-hour shifts.
WFMX has sold its multiplex channel to
Tele-Music, Hempstead, L. I., a background
music company that sells a music subscrip-
tion service to retail establishments and other
business houses. Mr. Diehl hoped the sta-
tion could operate "in the black" once a
second multiplex channel is opened and
sponsors are obtained for WFMX's regular
broadcasts. The station now has only one
sponsor, the Beacon Press, Boston, but Mr.
Diehl said that no strong effort has been
made to sell advertisers, pending establish-
ment of the Concert Network.
The station is operating on an experi-
mental basis, Mr. Diehl reported, but expects
to receive its license soon from FCC.
WFMX is owned by Concert Network Inc.,
which formerly was the General Broadcast-
ing Corp. The company also owns WFMQ
(FM) Hartford and WTMH (FM) Provi-
dence, which are planned as part of the
projected Concert Network, along with sev-
eral other fm stations in New England.
Since WFMX began its multiplex system
two other New York area stations — WWRL-
FM Woodside, L. I., and WAAT-FM
Newark — have started multiplexing. Other
outlets planning multiplex operations are
WGHF-FM Newtown. Conn., and WBFM-
FM New York.
Response to Station Promotion
Almost Too Much for Promoters
WBZ Boston last week conducted a treasure
hunt for a gold ignition key entitling the
finder to a brand new Pontiac. The promo-
tion was so successful that the station is
wondering how it can do another without
encouraging enthusiasts to trample the
flower beds in Boston's Public Gardens.
Many listeners interpreted broadcast clues4
to mean that the key was hidden in the gar-
dens. Searchers were reported to have
trampled flower beds and damaged statues.
WBZ also was somewhat dismayed to
find that the winner managed to locate the
gold key ;in 24 hours and 10 minutes.
The station has committed itself to a
few more you-find-the-key and we-give-you-
the-Pontiac contests. But late last week, it
had yet*to work out the details. The boot-
strap-type promotion was aimed at WBZ's
greater Boston audience, and the treasure
hunts are restricted to the city limits. "
FCC Cites 10-Year Staffers
AWARDS for length of service were made
by the FCC April 30.
Among those receiving citations for 10
years service were Hearing Examiners Jay
D. Bond and Herbert Sharfman; Harold G.
I Cowgill, Common Carrier Bureau; Dee W.
Pincock, legal assistant to Comr. Hyde;
Robert H. Alford and Joseph N. Nelson,
Renewal and Transfer Div.; George N.
Simcoe, Public Reference Room; Donald
J. Berkemeyer and Hideyuki Noguchi,
Office of Opinions and Review; Robert J.
Rawson, Broadcast Facilities Div., and
Douglas A. Anello and William B. Haw-
thorne. Safety and Special Services Bureau.
► WHK Cleveland. Ohio, observed 35th
anniversary.
► KFH Wichita, Kan., will celebrate its
35th anniversary May 26.
► WMAQ Chicago celebrated its 35th year
on the air April 13.
► KGW Portland. Ore., observed its 35th
anniversary of broadcasting March 25.
► CHIEF Engineer Harry Broderick,
WDRC Hartford, marks his 1 6th year with
: the station in May.
.
► WSVS Crewe. Va., observed its 10th
anniversary April 7 in a series of special
programs.
► NORMAN S. McGEE, vice president in
charge of sales, WQXR New York, is cele-
brating his 20th anniversary with the New-
York Times station.
► IOHN 1. ANTHONY, human relations
expert, marks his 29th year in broadcasting
with a new program, Mr. Anthony, which
started April 20 on KHJ Los Angeles offer-
ing on-the-air replies to listener-submitted
queries.
► COMPLETION of 10 full years on tele-
vision was marked by Kraft Tv Theatre on
May 8.
A TOTAL of 1 29 years in the broad-
casting business is represented by these
four WJR Detroit executives as they
celebrate the station's 35th anniver-
sary. They are (1 to r) : Norman
White, production manager: Andrew
Friedenthal, chief engineer: John F.
Patt, president, and William G. Sie-
bert, secretary-treasurer.
.Page 120 • May 13. 1957
Broadcasting • Telecasting
PEOPLE
FASHIAN
LOEHRKE
ADVERTISERS & AGENCIES
Albert B. Richardson and William C. Wat-
I son, vice president and treasurer, respective-
ly, of Chesebrough-Pond's Inc., N. Y., and
Alvin W. Pearson, executive vice president
| of Lehman Corp. there, all elected to board
of Chesebrough-Pond's.
Lloyd A. Grobe promoted from business
manager to advertising manager of Olds-
mobile Div. of General Motors Corp. He
succeeds L. F. Carlson, resigned.
Melcon Tashian,
art director at
Foote, Cone &
Belding, N. Y.,
and Marlen
Loehrke, person-
nel director in
agency's Chicago office, elected vice pres-
idents.
Tyler Davis promoted to vice president in
charge of agency relations. Endorsements
Inc.
^ George W. Davidson to
Compton Adv. Inc. N. Y., as
vice president and account
supervisor on Sterling Brewers
Inc. account.
Randolph W. Heizer, mer-
chandising and sales promotion director,
Benton & Bowles, Detroit, to MacManus,
lohn & Adams, Bloomfield Hills, Mich., to
Cadillac Div. accourt group in executive
capacity. George Zikakis, public relations
staff of Kudner Agency, Detroit, to MJ&A
on Pontiac Div. creative staff. Virgil E. La-
Marre, central regional sales manager of
Ford Motor Co. Continental Div., to MI&A
as copywriter on Bendix Aviation Corp. ac-
count. Charles R. Dickinson, art director,
Grant Adv., Detroit, to MI&A in similar
capacity.
< Robert F. Stanton, formerly
with I. Walter Thompson Co.
and Albert Frank-Guenther
Law, to Ketchum. MacLeod
& Grove, N. Y.. as account
executive on Westinghouse
Broadcasting Co. account.
Lawrence Weitzner, assistant production
manager, Emil Mogul Co., N. Y., to assistant
Bankruptcy Sale — Large Stock
TV PROMPTING & CUEING
EQUIPMENT
Assets of Autocue Sales and
Distributing Corporation
Underwriters Salvage Co. of N.Y.
Official U. S. Auct'r.. Southern District
of N. Y.
121 Sixth Avenue — New York City
THURSDAY, MAY 23 - 10:30 AM
20 Master Systems — 20 Electric Typewriters with
large-size type, transformers, viewers, spare parts,
cables, office furniture.
A WEEKLY REPORT OF FATES AND FORTUNES
account executive on Knomark Mfg. Co.
(Esquire shoe polish).
Robert C. Brinsmaid, retail sales supervisor
in Quaker Oats Co.'s Syracuse and Boston
offices, named retail sales manager.
H. Brenner, zone manager in Cleveland,
Ohio, for Studebaker-Packard Corp.. named
assistant sales manager.
Alice Yan Strander, production manager.
Heineman, Kleinfeld, Shaw & Joseph Inc.,
N. Y., promoted to traffic manager. Caroline
Yanderbilt, research dept.. advanced to
statistical chief.
Douglas W. Coutlee Jr., formerly with
Kudner Agency and BBDO, N. Y., to Ket-
chum, MacLeod & Grove Inc. as head of
N. Y. copy department. Carl Cannon, ex-
ecutive in charge of visitors' services of
United Nations, N. Y., to KM&G there as
public relations account executive.
Lou Jackobson appointed head of radio-tv
production at Ruthrauff & Ryan Inc..
Chicago.
James Benham, account executive, Young
& Rubicam, N. Y., to Ted Bates & Co.,
same city, as account supervisor on White-
hall Pharmacal Co. account.
Philip Wolf, who has been producing tv
commercials for the Los Angeles office of
MacManus, John & Adams, to Mottl & Site-
man Adv. Agency, same city, as radio-tv
director.
James S. Norris, group creative director,
Fletcher D. Richards Inc., N. Y., to William
Esty Co., N. Y., as group copy director.
Stanley D. Canter, formerly director of
market research and development, McCann-
Erickson, to Ogilvy, Benson & Mather, N.
Y., as director of research.
Mrs. Vivian B. Fayad, public relations de-
partment of Gray & Rogers, Phila., named
personnel director of agency, succeeding
Marie L. Roat, resigned to be married.
James Buck, formerly with Graphic Arts
Designers and Cinema Arts, both L. A., to
Goodman Advertising Inc., that city, as art
director.
George Clinton Jones TV, publicity director
of First National Bank of New Haven.
Conn., and former managing editor of New
Haven Journal-Courier, to public relations
staff of Gray & Rogers. Phila.
Robert Reed, Paris & Peart Inc.. N. Y., pro-
moted to administrative art director. Paul
Parker, formerly with Foote, Cone & Beld-
ing. to P&P as associate art director.
Bruce W. Barnes, formerly with McCann-
Erickson. to Carl S. Brown Co., N. Y., as
associate art director.
Nicholas Elexis, copywriter. Blaine-Thomp-
son Adv., N. Y., to Anderson & Cairns,
N, Y., in similar capacity.
William L. Bateman, BBDO. to McCann-
M EAST STREET ELS-O-S
NEW
YORK 22. N. V.
That's right, Chief . . . my independent
research organization says don't buy,
wait till you hear what's happening at
WPTR.
▼ ▼ T
Broadcasting
Telecasting
THE COMMUNITY-NEWS VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SBSNM»-4c//V«"MBS
PEOPLE
WEISSMAN MILLHISER
LARKIN CHRISTENSEN GOLDSMITH LINCOLN BOWLING
GEORGE WEISSMAN, vice president of
Philip Morris Inc., has been named to the
newly created position of director of mar-
keting with the additional responsibility
of directing and coordinating sales, ad-
vertising, market research, packaging and
public relations efforts "for maximum
consumer impact," it was announced
Monday by President O. Parker Mc-
Comas.
Mr. McComas also announced re-
alignment of the responsibilities of several
other key executives. Ross R. Millhiser,
Marlboro brand manager, becomes as-
sistant director of marketing. Robert S.
Larkin, sales promotion director, becomes
director of chain store sales, a new posi-
tion, reporting to Sales Vice President
Ray Jones. Thomas S. Christensen, for-
mer assistant advertising director, is pro-
moted to Marlboro brand manager. Clif-
ford H. Goldsmith, special assistant to
the president, becomes director of packag-
ing development. Jetson E. Lincoln, as-
sistant director of market research, is
elevated to director of marketing re-
search. James C. Bowling, public rela-
tions manager, becomes director of pub-
lic relations.
Erickson, L. A., copy department.
Louise El Mayer and Gaile M. Longden
have joined copy staff of Ogilvy, Benson &
Mather, N. Y.
NETWORK
Patric Rastall, formerly ABC network sales
service manager, to CBS-TV network sales,
Chicago, as account executive.
Bob McKee, formerly account executive
with NBC Central Div. tv sales, to ABC
Central Div. tv sales in similar capacity. He
replaces James Duffy, appointed sales direc-
tor for ABC Radio Central Div. [B»T, April
29].
E. Charles Straus, assistant to director of
business affairs, CBS-TV Hollywood, named
talent and casting director.
Dominick Dunne, associated with Play-
wrights '56 and Producers Showcase at
NBC-TV, to CBS-TV as executive assistant
on Playhouse 90.
Arnold Carr^CBS Radio publicist in Holly-
wood, to KABC-TV Los Angeles, as assist-
ant publicity director, succeeding Murray
Weissman, transferred to ABC-TV press in-
formation department to handle publicity
on Frank Sinatra Show.
Patricia Young, copywriter and coordinator
of station information, CBS Radio Spot
Sales, appointed presentation writer in de-
partment. She succeeds Robert Gallagher,
now assistant sales promotion manager,
WCBS New York.
Paul Nickell, for past eighth years with
Studio One in New York, has moved to
CBS-TV in Hollywood where he will direct
programs of Climax, Playhouse 90 and other
top series on network.
Martin Cohen, NBC television producer,
resigned from network to devote full time
to theatrical production.
Oliver Treyz, ABC vice president in charge
of television network, elected director of
Better Business Bureau of New York City
for three-year term.
< George DeMartini, general
partner of Cohen, Simonson
& Co., N. Y., to Guild Films
as vice president-treasurer.
He also is member of Amer-
ican Stock Exchange.
Daniel G. Endy, Daniel M. Wise and Bosh
Pritchard named vice president in charge of
j§ Standard Super Sound Effects
5 Are a Must—
\ If you want your commercial "spots" to
I command attention. Special "Best sellers"
.f_4i - 25 of our most popular discs— available
; \ at package price.
Free catalog and "cue teasers" (spots
cued to sound effects) sent on request.
STANDARD HR
RADIO TRANSCRIPTION SERVICES, INC. BH3
360 N. Michigan Ave., Chicago 1, III. K^ijg^l§
Also send for details on the new Lawrence Welk Library Package;
and Sound Effects Library; and Standard Shorty Tunes.
Page 122
Mcry 13, 1957
administration-special events, vice president
in charge of production and vice president
in charge of sales, respectively, for Tel Ra
Productions.
David Mathews, commercial-praduction de-
partment, Gross-Krasne Inc.. Hollywood,
named general manager.
Stanley Dudelson, North Central division
manager of Screen Gems, promoted to Mid-
west division manager, with headquarters in
Chicago. He succeeds Henry A. Gillespie,
resigned. William E. Young, from com- -
pany*s eastern division, and Ted Swift, for-
merly with Guild Films and Ziv, join Mid-
west division sales staff of Screen Gems.
< Dick Lewis, M G M-T vj
N. Y., named Chicago sales. :
representative of commercial
and industrial film depart-
ment.
Serge Valle, for several years supervisor of ■
research for California National Produce .'■
tions, NBC subsidiary, named manager of
research.
Gertrude V. Casey, sales department, Trans -3 j
film Inc., N. Y., named manager of depart-; :
ment.
Douglas Whitney, talent executive, RKCj a
Studios, to Screen Gems, N. Y., executive :
staff, succeeding Milton E. Pickman.
■
E. H. Johnson, advertising and promotion '
department. Association Films Inc., named/ ;:
branch operations coordinator.
Charles A. Palma, film editor of Transfilm, .
Inc., N. Y.. father of girl, Karen, April 30.
STATION
< Commander Mortimer W.
Loewi, founder of DuMont
network and research organi-
zation, named president and
general manager of WITV
(TV) Miami.
C. E. Franklin named president, general
manager and engineering director of WCEF
Parkersburg, W. Va. Other WCEF appoint-
ments: Gene Snyder, commercial manager.
Gary Brookhart, program manager; Edwin i
Lazear, news director; Michael Morris,
sports director; Dorothy Leon, traffic man-
ager; Vivian Snyder, promotional director:
Herbert Snodgrass, studio director; Tom
Porter, plant manager, and O'Dale Kinpj
Griffith, assistant chief engineer.
< Roger Van Duzer, station
manager, KTVK Phoenix
named general manager and
Leon M. Nowell appointee
executive vice president.
< Bill Simpson, general man
ager. KTXN Austin, takes or
additional duties as genera
sales manager of KIWW San
Antonio. Bert Metcalfe named
manager of XEO Brownsville
and XEOR McAllen, both Tex. All station?
belong to Texas Spanish Language Network
PEOPLE continues on page 132
Broadcasting • Telecastinc \,
'FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
May 2 through May 8
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Tv Stations
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through May 8
Tv Summary through May 8
On
Appls.
Pend-
In
Hear-
Total Operating
Stations
in U.
<
Air
Licensed
Cps
ing
ing
Vhf
Uhf
88
Am
3.024
3,007
238
363
145
Commercial
386
Fm
540
520
49
54
0
Noncomm. Education
18
5
Total
474'
23»
FCC Commercial Station
Authorizations
As of February 28,
1957 *
Am
Fm
Tv
Licensed (all on air)
3.000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New stations requests
303
10
56
Sew station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
Licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
Grants since July 11, 7952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
27
Uhf
324
21
Total
6751
482
Applications filed since April 14, 7952:
(When FCC began processing application*
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial
1,084
337
845
578
1,423=
Noncomm. Educ
. 66
37
28
65*
Total
1,149
337
883
607
1,490=
' 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
5 One applicant did not specify channel.
4 Includes 44 already granted.
s Includes 718 already granted.
ACTIONS
Lock Haven, Pa. — Lock Haven Bcstg. Corp.,
granted uhf ch. 32 (578-584 mcK ERP 20 kw vis.,
10.4 kw aur.; ant. height above average terrain
594 ft., above ground 447 ft. Estimated construc-
tion cost $48,160, first year operating cost S48.000,
revenue $70,000. P. O. address 13212 E. Main St.,
Lock Haven. Studio location Lock Haven. Trans,
location Glen Rd., near Lock Haven. Geographic
coordinates 41' 08' 50" N. Lat., 77' 29' 16" W.
Long. Trans, and ant. RCA. Legal counsel Wal-
ter L. Davis. Washington. Consulting engineer
George C. Davis, Washington. Station will op-
erate as satellite with WILK-TV Wilkes-Barre,
Pa. Lock Haven Bcstg. Corp. is licensee of WBPZ
Lock Haven. Announced May 8.
Sheridan, Wyo. — Harriscope Inc. granted vhf
ch. 9 (186-192 mc); ERP 3.08 kw vis. 1.54 kw
aur.; ant. height above average terrain 349 ft.,
above ground 67 ft. Estimated construction cost
$86,671, first year operating cost $83,400, revenue
$94,800. P. O. address 355 North Beverly Dr.,
Beverly Hills, Calif. Studio location Sheridan.
Trans, location Sheridan County. Geographic
coordinates 44- 41' 43" N. Lat., 106° 54' 12" W.
Long. Trans. Gates, ant. RCA. Legal counsel Sher,
Oppenheimer and Assoc., Washington, D. C.
Consulting engineer Robert M. Stillman and As-
soc., Washington. Applicant owns KTWO-TV Cas-
per, Wyo. Announced May 8.
APPLICATIONS
Davenport, Iowa — Malco Theatres, Inc., uhf
ch. 68 (794-800 mc); ERP 23.32 kw vis., 13.98
kw aur., ant. height above average terrain 98 ft.,
above ground 187 ft. Estimated construction cost
$124,300, first year operating cost $140,000, revenue
$155,000. P. O. address Box 2853. Memphis, Tenn.
Studio location Davenport. Trans, location Scott
County. Geographic coordinates 41° 31' 23" N.
Lat., 90° 34' 32" W. Long. Trans-ant. RCA. Legal
counsel Haley. Doty & Wollenberg, Washington,
D. C. Consulting engineer William L. Foss, Wash-
ington, D. C. Malco Theatres Inc., movie theatre
interests and former owner WEHT (TV) Hender-
son, Ky., and WEOA (TV) Evansville, Ind., will
be sole owner. Announced May 8.
Lafayette, La. — Lafayette Telecasters vhf ch.
3 (60-66 mc); ERP .94 kw visual, .47 kw aural;
antenna height above average terrain 131 ft.,
above ground 165 ft. Estimated construction cost
$72,486. first year operating cost $105,000, revenue
$110,000. P. O. address 235 Quadro Vecchio Dr.,
Pacific Palisades, Calif. Studio location Lafayette.
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
FULLTIME
INDEPENDENT
$85,000
Single station
market within
commute distance
of New York.
Terms available.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
MAJOR
MARKET
$350,000
Network station
in 500,000 mar-
ket. Valuable real
estate and earn-
ings. $100,000
down.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
EXCLUSIVE
INDEPENDENT
$90,000
County of 45,000.
1 kw daytime op-
eration with great
potential. Terms.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
WEST TEXAS
INDEPENDENT
$150,000
Fifty thousand
down with five
years on balance.
Good for owner-
operator.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
INDEPENDENT
FULLTIME
$270,000
Fast growth mar-
ket. Number one
station in audi-
ence and profits.
Terms.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Bro
ADCASTING
Telecasting
May 13, 1957
Page 123
FOR THE RECORD
Transmitter location Lafayette County. Geo-
graphic coordinates 30° 13' 43" N. Lat, 92° 00' 57"
W. Long. Trans. Gates, ant. Prodelin. Legal coun-
sel Julian P. Freret, Washington, D. C. Consulting
engineer Dawkins Espy, Los Angeles, Calif. Equal
partners are Thomas B. Friedman, consulting en-
gineer, and Dawkins Espy, 25% KAIR Tucson,
Ariz. Announced May 6.
Oklahoma City, Okla. — Malco Theatres Inc. uhf
ch. 19 (500-506 mc); ERP 22.85 kw vis., 13.7 kw
aural; ant. height above average terrain 359 ft.,
above ground 392 ft. Estimated construction cost
$135,647, first year operating cost $140,000, revenue
$155,000. P. O. address Box 2853, Memphis, Tenn.
Studio location Oklahoma City. Trans, location
Oklahoma County. Geographic coordinates 35°
28' 21" N. Lat., 97° 30' 53" W. Long. Trans.-ant.
RCA. Legal counsel Haley, Doty & Wollenberg.
Washington, D. C. Consulting engineer William
L Foss, Washington, D. C. Malco Theatres Inc.,
movie theatre interests and former owner WEHT
(TV) Henderson, Ky., and WEOA (TV) Evans-
ville, Ind., will be sole owner. Announced May 7.
Utica, N. Y. — Malco Theatres Inc. uhf ch. 54
(710-716 mc); ERP 25.7 kw vis., 15.4 kw aural;
ant. height above average terrain -167 ft., above
ground 223 ft. Estimated construction cost $111,-
597, first year operating cost $140,000, revenue
$155,000. P. O. address Box 2853, Memphis, Tenn.
Studio location Utica, Trans, location Oneida
County. Geographic coordinates 43° 06' 06" N.
Lat., 75° 13' 42" W. Long. Trans.-ant. RCA. Legal
counsel Haley, Doty & Wollenberg, Washington,
D. C. Consulting engineer William L. Foss Inc.,
Washington, D. C. Malco Theatres Inc., theatre
interests and former owner WEHT (TV) Hender-
son, Ky., and WEOA (TV) Evansville, Ind., will
be sole owner. Announced May 8.
Existing Tv Stations . . .
ACTIONS
Call Letters Assigned
KOLD-TV Tucson, Ariz. — Old Pueblo Bcstg.
Co., ch. 13. Changed from KOPO-TV.
WPKN (TV) Pekin, 111.— Mid Illinois Television
Co., ch. 69.
WHDH-TV Boston, Mass.— WHDH Inc., ch. 5.
WTLM (TV) Laurel, Miss. — Laurel Television
Co., ch. 7.
KMOX-TV St. Louis, Mo.— Columbia Bcstg.
System, ch. 11.
KPTV (TV) Portland, Ore.— Oregon Television
Inc., ch. 12. Changed from KLOR (TV).
KELP-TV El Paso, Tex.— KELP Television
Corp., ch. 13. Changed from KILT (TV).
APPLICATIONS
KOOS-TV Coos Bay, Ore.— Seeks mod. of cp
change frequency from ch. 16 (482-488 mc) to ch.
11 (198-204 mc), ERP from 20.9 kw vis., 11.7 kw
aur. to 11.8 kw vis., 5.92 kw aur. and ant. height
from 840 ft. to 729 ft. Announced May 8.
KMBT (TV) Beaumont, Tex.— Seeks mod. of
cp to change frequency from ch. 31 (572-578 mc)
to ch. 12 (204-210 mc), ERP from 224 kw vis., 117
kw aur. to 316 kw vis., 158 kw aur., change trans,
location to State Hwy. 87, Sabine Pass, Tex. and
ant. height above average terrain to 961 ft. An-
nounced May 8.
New Am Stations
APPLICATIONS
Phoenix, Ariz. — Ray Winkler, 1580 kc, 1 kw D.
P. O. address Radio Station KZIP Amarillo, Tex.
Estimated construction cost $12,510, first year op-
erating cost $65,000, revenue $75,000. Mr. Winkler,
50% KZIP Amarillo, will be sole owner. An-
nounced May 6.
Tucson, Ariz. — Pan American Radio Corp., 1600
We«<ern
Major Markcl
$75*000.00
Excellent daytime facility
covering an outstanding west-
ern major market. $30,000
down, balance payable over
kc, 1 kw D. P. O. address 187 N. Church, Tucson.
Estimated construction cost $29,147, first year op-
erating cost $38,000, revenue $42,000. Ralph
Estrada (31.53%) insurance interests, Robert Elias
(31.53%), surgical supplies, Alfred Marquez
(31.53%), attorney, and J. Carlos McCormick
(5.41%), public relations and former announcer
KEVT Tucson, will be owners. Announced May 3.
Hot Springs, S. D. — Fall River Bcstg. Corp. 580
kc. 1 kw D. P. O. address Hot Springs. Estimated
construction cost $20,136, first year operating cost
$30,000, revenue $40,000. Equal partners are Rus-
sell M. Stewart, 33V3% KNEB Scottsbluff, Neb.,
22 2/9% KOLR Sterling, Colo, and 50% KVHC
O'Neill, Neb., and Frederick M. Walgren, engineer
KNEB. Announced May 7.
Berkley Springs, W. Va. — Berkley Springs Ra-
dio Station Corp., 1010 kc, 250 w D. P. O. address
Berkley Springs. Estimated construction cost
$10,227, first year operating cost $29,700, revenue
$36,000. Thomas B. Butscher, Kenneth E. Robert-
son and Gary L. Daniels, employes of WKYR
Keyser, W. Va., will own 14.3% each. The re-
mainder of stock owned by 63 people. Announced
May. 6.
Existing Am Stations . . .
ACTIONS
Call Letters Assigned
KOLD Tucson, Ariz. — Old Pueblo Bcstg. Co.,
1450 kc. Changed from KOPO.
KOFA Yuma, Ariz.— Bcstrs. Inc., 1240 kc.
Changed from KOLD.
KTEE Carmel, Calif. — Seaside Electronic Assoc.,
1410 kc.
K I IV Modesto, Calif.— Radio Modesto Inc., 1360
kc. Changed from KMOD.
WFKB Key West, Fla.— Florida Keys Bcstg.
Corp., 1500 kc.
WBIL Leesburg, Fla.— Clyde T. Hodgson, 1410
kc.
WMDF Mount Dora, Fla.— George R. Smith,
1580 kc.
WAST Ashburn, Ga. — Thomas D. Pickard,
1570 kc.
KTJPI Idaho Falls, Idaho — J. Ronald Bayton,
980 kc.
WQTJB Galesburg, HI. — Knox County Bcstg.
Corp., 1590 kc.
WMMS Bath, Me.— Winslow T. Porter, 730 kc.
WWBD Bamberg, S. C— Bamberg County Bcstg.
Corp., 790 kc.
KWIV Douglas, Wyo. — Douglas Bcstg. Inc.,
1050 kc.
Ownership Changes . . .
ACTIONS
WBRC-AM-FM-TV Birmingham, Ala. — Granted
assignment of license from Storer Bcstg. Co. to
WBRC Inc. for $6,350,000. Radio Cincinnati Inc.,
licensee of WKRC-AM-TV Cincinnati, Ohio, will
be owner. Cincinnati Star-Times (80%) and Hul-
bert Taft (20%) own Radio Cincinnati. An-
nounced May 8.
KONG Visalia, Calif. — Granted assignment of
license from The Voice of Fresno to Air Waves
Inc., for $35,000. Harry E. Layman, real estate
interests, will be sole owner. Announced May 8.
WFBF Fernandina Beach, Fla. — Granted assign-
ment of license from Fernandina Beach Bcstrs. to
Murrav Bcstg. Co. for $64,700. Edward G. Murray,
former film buyer WRCV-TV Philadelphia, Pa.,
will be 97% owner. Announced May 8.
WDBO-AM-FM-TV Orlando, Fla.— Granted as-
signment of license from Orlando Bcstg. Co. to
Cherry Bcstg Co. for $3,000,000. William S. Cherry
Jr., 44.9% owner WPRO-AM-FM-TV Providence,
R. I., will be 85% owner. Announced May 8.
WJCM Sebring, Fla. — Granted assignment of
Southeastern
Regional
mOO.OOO.OO
An important five kilowatt
station covering a large, ricb
southeastern market. Financ-
ing available.
five years.
NEGOTIATIONS • FINANCING • APPRAISALS
^$ lack bum & Gonipanij
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
Sterling 3-4341
ATLANTA
Clifford B. Marshal
Stanley Whitaker
Healey Building
Jackson 5-1576
license from Clearfield Bcstrs. Inc. to Progressive
Publishing Co. Corporate change. No change of
control. Announced May 3.
KVNI Coeur d'Alene, Idaho — Granted assign- 3 ,
ment of license from Alan H. Pollock to North- ~
ern Idaho Bcstg. Co. for $65,000. Herbert C. Rice,
vice pres. Mutual Bcstg. System, will be 99 -<
owner. Announced May 8.
WAFB-AM-FM Baton Rouge, La. — Granted as-
signment of license from Modern Bcstg Co. to
Merchant Bcstrs. Inc. for $175,000. Owners will
be Ralph L. Burge (13.33%), Louis S. Prejean
(13.33%) and 15 others. Announced May 8.
WEIM Fitchburg, Mass. — Granted assignment oi
license from WEIM Fitchburg Inc. to Newcomb
Bcstg. Corp. for $94,000. Arthur Newcomb, owner
of WOTW-AM-FM Nashua, N. H, will be sole
owner. Announced May 8.
WNCC Barnesboro, Pa.— Granted negative con.
trol of licensee corporation by Richard Todhuntei
Jr. for $10,000. Mr. Todhunter will own 50%
through purchase of stock from Ralph Green-
wood, present 25% owner. Announced May 3.
WNRI Woonsocket, R. I. — Granted assignmen'
of license from John F. Doris, receiver, tt
Friendly Bcstg. Inc. Court ordered receivership
dissolved. Announced May 8.
KSET El Paso, Tex. — Granted positive control
of licensee corporation by Fred Hervey through
purchase of stock (897 shares) from Stanton E.
White for $19,333. Announced May 3.
KQTY Everett, Wash. — Granted assignment ol
cp from Snohomish County Bcstg. Co. to Walter-f"
N. Nelskog, Paul Crain and Archie Baker. Mr.
Nelskog (49% ), 50% owner KUTI Yakima, Wash,
and KYNG Coos Bay, Ore., and 16%% KORD
Pasco, Wash., Mr. Crain (33%), gen. mgr. KUTI
and Mr. Baker (18%), attorney, will d/b ais t
Snohomish County Bcstg. Co. Announced May 8.
KHIT Walla Walla, Wash. — Granted assignment^'
of license from Dale Issenhuth, Arch LeRoux
and La Salic LeRoux to Leader Bcstg. Inc. Cor-
porate change. No change of control. Announced
May 3.
KBYR Anchorage, Alaska — Granted positive
control of permittee corporation through pur-'
chase of stock from Urgel G. and Virginia M. Bell
to J. Chester and Josephine Gordon. Real estate
owned by the Gordons will be exchanged for
the stock. Announced April 30.
APPLICATIONS
WRMF Titusville, Fla. — Seeks assignment ol
license from Melbourne on the Air Inc. to Rich-
ard M. Fairbanks. Corporate change. No change
of control. Announced May 3.
Hearing Cases . . .
INITIAL DECISION
WKLM Wilmington, N. C. — Hearing Examinei
Thomas H. Donahue issued initial decision look
ing toward grant of application of East Coast
Radio Co. to change frequency from 790 kc, SOCj^
kw D to 980 kc, 5 kw D. Announced May 7.
FINAL DECISIONS
The FCC (1) granted petition of Radio Pine
Bluff, Pine Bluff, Ark., (2) dismissed with preju- ■
dice application of Sepia Broadcasting Co. for )tj
new am station to operate on 1590 kc, 1 kw, D, ir
Little Rock, Ark., and (3) granted Radio Pine.
Bluff application for same facilities in Pine Bluff-
PETITIONS
O'Neill Bcstg. Co., Bakersfield, Calif. — Petitior
requesting amendment of sec. 3.606 so as to adc-l-
ch. 17 to Bakersfield in the event favorable actior-|_
is taken upon the petition for deletion of ch
10 now pending before the Commission.
Four Corners Bcstg. Co., Farmington, N. M
— Petition requesting amendment of sec. 3.606 tc
amend the table of assignments to permit ch. II
to be assigned to Farmington.
KTNT-TV Tacoma, Wash. — Petition requesting
amendment of sec. 3.606 by the issuance of i
proposed rule making or, in alternative, to issut
a notice of further proposed rule making to alio
cate vhf ch. 2 to Portland, Ore.
The FCC granted petition by Northwest Broad f~
casters, Inc., Bellevue, Wash., insofar as it re.
quested enlargement of issues to determine finan
cial qualifications of Rev. Haldane James Duf
in proceeding on their competing application:
for new am stations.
Other Actions
The FCC amended Sec. 1.367(d) of its pro
cedural rules concerning the disposition of broad
cast applications in hearing status to also providi
for retention in hearing status applications whicl
have been amended solely to change the origina
parties. This amendment, effective May 9, in n<"
way affects the substance of the rules adoptee <•
April 24 which retain all broadcast application Wi
in hearing status once they have been designate ,
for hearing, including those cases where partie:
to a comparative hearing have resolved the com
petitive hearing issues by means of an option i
merger or similar arrangement, unless they ar. ,
amended in such other manner to render th '
issues in the proceeding academic. Comr. Bartle;
absent. . _ .
The FCC on protest by WIP-AM-FM PhUadel
Page 124 • May 13, 1957
Broadcasting
•
Telecastin
PROFESSIONAL
CARDS
*NSKY & BAILEY INC.
five Office*
Ot Sate* 9t* N. W. ME. 5-541 1
t and Laboratories
1339 Wisconsin Ave., N. W
-|ten, D. C. ADoms 4-2414
Member AT CCS*
h mercial Radio Equip. Co.
| inrtt L. Dllltrrd, Gen. Mgr.
NATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
SSELL P. MAY
i 4* N. W.
fciften 5, D. C.
Sfcarvt«a W|.
KEpwfalfe 7-3914
Member AFCCE *
». EARL CULLUM, JR.
3NSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-4108
Member AFCCE *
O. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
ommasications- Electronics
Era St., N.W., WeatVlagtan, D. C.
r+fr. 3-1290 Executive 3-S8S1
Member AFCCE *
DHN B. HEFFELFINGER
I Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Direcfionol Antenna Proofs
Mountain and Plain Terrain
e S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Cemmlting Engineer
National Pre** Bldg., Wash. 4, D. C.
Telephone District 7-1206
Member AFCCE'
A. D. RING & ASSOCIATES
30 Yean' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
H ember AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRes+vfew 4-8721
1100 W. Abretm
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert1 A. Jones
1 Riverside Rocid — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. N A. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
— Established 1926 —
PAUL GODLEY CO.
Upper Montclorir, N. J. Plhjrrm 6-3000
Laboratories, Great Natch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner B-ldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMFTT, INC.
C— — I em i tm « tldm .
710 14tfa St. H. W Exvcattve J-5670
WneMssgo. 5, a C
303 Whrh> Neary Stuart Hem.
Mrtual «30 S*b+tU 1, Wr3ife»to«
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO l> TELEVISION
501-514 Munsey Bid*. ST.Hmj 3-0 1 1 1
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8211
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AM-fH-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engiieer
Suite 298, Arcade Bldg., St. Louis 1, Me,
Garfield 1-4954
"For Results in Broadcast foti'oeermsr"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
SERVICE DI
CT
COMMERCIAL RADIO
^^ON^rORJNG COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
b. lex 7037 Kansas Crty, Mo.
PHana Joduoc 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accreo&ed Teckmcti Institute Curricula
3224 1Mb St., N.W.. Wash. 10, D. C.
Practical ir»adoaat TV Electronics enffi-
n»«r'wfl Itoflte stody and re*td*ne» uwm.
Write For Free Catalog, specify coarse.
RADIO ENGINEERING COMPANY
CONSULTANTS — Sp*dsiistt as
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants"
Norwood J. Patterson, Owner
1111 Market Street San Francisco, Calif.
MArket 1-8171
Broadcasting • Telecasting
Mas- 13. 1957 • Pa^e 125
FOR THE RECORD
phia. Pa., postponed the effective date of March
13 grant to WPFH Bcstg. Co. to change trans,
location of WPFH (TV) Wilmington, Del., from
five miles northeast of city to a point 26 miles
eastward and nearer Philadelphia and increase
ant. height from 623 to 900 ft., pending eviden-
tiary hearing; made protestant party to proceed-
ing.
The FCC made effective immediately an initial
decision and granted application of Blackstone
Broadcasting Co. to increase daytime power of
station KTTB Tyler, Tex., from 500 w to 1 kw,
with DA-N, continuing operation on 600 kc with
1 kw N.
The FCC accepted motion filed late by Times-
Picayune Publishing Co. and corrected in various
respects the transcript of oral argument in the
New Orleans, La., ch. 4 comparative proceeding.
Final decision in this proceeding was issued July
13. 1956.
KOB-AM-TV Albuquerque, N. M.— The FCC
(1) amended March 13 grant of transfer of con-
trol of Albuquerque Broadcasting Co. from Time
Inc., and Wayne Coy to KSTP Inc. by attaching
conditions that grant is subject to (a) any action
the Commission may legally be required to take
to carry out the mandates and directives of the
Court of Appeals, and (b) that transferee will
cause Albuquerque Bcstg. Co. to carry out the
commitments heretofore made by it with a view
toward complying with Court's Sept. 27. 1956
Order, provided, that transferee may, in the al-
ternative, cause Albuquerque Bcstg. Co. to cease
all nighttime operation on 770 kc as provided in
Commission's Nov. 26. 1956. order; and (2) dis-
missed protest and petition by American Bcstg.-
Paramount Theatres, Inc. Commissioner Bartley
dissented as to conditions. Action May 8.
PROPOSE CHANGES
IN TV RECEIVER RADIATION RULES
The Commission invites comments by June 5
to proposed rule making, based on a petition by
the Radio-Electronic-Television Manufacturers
Association, to amend Subpart C of Part 15 of
the rules governing incidental and restricted
radiation devices. Subpart C contains radiation
interference limits that apply to all radio re-
ceivers which tune in the range 30 to 890 mc, in-
cluding fm and tv broadcast receivers. Two
changes are proposed.
One proposal is that the radiation limit of above
260 mc for uhf television receivers be increased
from 500 to 1000 microvolts per meter for one
year from Dec. 31, 1957. the presently scheduled
effective date for 500 uv/m limitation. Industry
indicates that the latter limit cannot be met at
the present time.
The second proposal is to increase the power
line interference limit from 100 microvolts, the
present requirement, to 1000 microvolts in the
frequency range 10 mc to 25 mc.
Routine Roundup . . .
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of May 3
WANE-TV Fort Wayne, Ind.— Granted mod. of
cp to change ERP to vis. 200 kw DA. aur. 10 kw
DA, change studio and trans, locations, make
minor changes in ant. system and equipment and
waive Sections 3.610 and 3.698 of the Commission's
rules; ant. height 830 ft.
The following stations were granted authority
to operate trans, bv remote control: KVI Seattle,
Wash.; KWOS Jefferson City, Mo.; KATY San
Luis Obispo, Calif.; WISL Shamokin, Pa.
Actions of May 2
The following were granted extensions of com-
pletion dates as shown: WHYN-TV Springfield,
Mass., to 11-3; WSBA-TV York, Pa., to 11-22;
KPLC-TV Lake Charles, La., to 11-14; KWRB-
TV Riverton Wyo., to 9-1; KPAR-TV Sweetwater,
Tex., to 8-21; WITN (TV) Washington, N. C, to
9-26; WLBR-TV Lebanon, Pa., to 8-2.
Actions of May 1
KCHS Truth-or-Consequences N. M. — Granted
permission to reduce operating hours May
through August to liy2 hours per day (7 a.m. to
6:30 p.m.) due to economic necessity.
KLAN Renton, Wash. — Granted license cover-
ing change frequency, hours of operation, in-
crease power and install new trans., DA-1, and
change trans, location; conditions.
WWIN Baltimore, Md. — Granted cp to change
ant. -trans, location.
WRDB Reedsburg, Wis. — Granted cp to make
changes in ant. system, increase height.
WDOL Athens, Ga.— Granted mod. of cp to
change type trans., change studio location, and
operate trans, by remote control.
WMFD-TV Wilmington, N. C— Granted mod.
of cp to change ERP to vis. 100 kw, aur. 60.3 kw.
change trans, location, change type trans, and
ant.
The following were granted extensions of com-
pletion dates as shown: KTLA (TV) Los Angeles,
Calif., to 6-1: WSPD Toledo, Ohio, to 8-23: KWWL
Waterloo, Iowa, to 8-2.
Actions of April 30
WCLE Cleveland, Tenn. — Granted mod. of cp
to change type trans, and change studio location.
The following were granted extensions of com-
pletion dates as shown: WTUP Tupelo, Miss., to
8-29, KMOS Tyler, Tex., to 8-1.
The following stations were granted renewal of
license :
WCAM Camden, N. J.: WDOS Oneonta, N. Y.;
WEBR Buffalo, N. Y.; WEHH Elmira Heights-
Horseheads, N. Y.; WHAM Rochester, N. Y.;
WHBI Newark, N. J.; WHCU Ithaca, N. Y.;
WHDL Olean, N. Y.; WHEC Rochester, N .Y.;
WHLD Niagara Falls, N. Y.; WKIT Mineola, N. Y.:
WOND Pleasantville, N. J.; WOV New York,
N. Y.; WRIV Riverhead, N. Y.; WSLB Ogdens-
burg, N. Y.; WWHG Hornell, N. Y.; WWRL New
York, N. Y.; WXRA Kenmore, N. Y.; WHCU-FM
Ithaca. N. Y.; WHDL-FM Olean, N. Y.; WHFM
(FM) Rochester, N. Y.; WHLD-FM Niagara Falls,
N. Y.; WMBO-FM Auburn, N. Y.; WMSA-FM
Massena, N. Y.; WPRB Princeton, N. J.; WAER
Syracuse, N. Y.; WBGO Newark, N. J.; WITJ
Ithaca, N. Y.; WNYE Brooklyn, N. Y.; WSOU
South Orange. N. J.; WBET-FM Brockton, Mass.;
WSBS Great Barrington, Mass.
May 3 Applications
ACCEPTED FOR FILING
Modification of Cp
WILA Danville, Va.— Seeks mod. of cp to
change name of applicant to WILA Inc.
Following seek mod. of cp to extend comple-
tion dates: KATT Pittsburg, Calif.; KGU Hono-
lulu, Hawaii; WAJR Morgantown, W. Va.; WCBC-
TV Anderson, Ind.; WWEZ-TV New Orleans, La.;
WTAP (TV) Parkersburg, W. Va.; WFRV-TV
Green Bay, Wis.; WTVS (TV) Detroit, Mich.
License to Cover Cp
KATL Miles City, Mont. — Seeks license to cover
cp which authorized new am.
WPAC Patchogue, N. Y. — Seeks license to cover
cp which authorized change trans, location, in-
crease power, install new trans, and DA-D.
WVET Rochester, N. Y. — Seeks license to cover
cp which authorized increase power to 1 kw and
DA-N.
KBZY Salem, Ore. — Seeks license to cover cp
which authorized change ant. -trans. -studio loca-
tion and remote control trans.
May 6 Applications
ACCEPTED FOR FILING
License to Cover Cp
WRAM Monmouth, 111. — Seeks license to cover
cp which authorized new am.
WEHT (TV) Henderson, Ky.— Seeks license to
cover cp which authorized new tv.
KTVW (TV) Tacoma, Wash.— Seeks license to T
cover cp which authorized new tv and specify
studio-trans, location.
May 7 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates. KRBI St. Peter, Minn., WLWL Mans-
field, Ohio.
License to Cover Cp
WTHR Panama City Beach, Fla.— Seeks license
to cover cp which authorized new am.
WRFC Athens, Ga. — Seeks license to cover cp
which authorized increase power to 5 kw and
install new trans.
WCLE Cleveland, Tenn. — Seeks license to cover
cp which authorized new am.
WTVW (TV) Evansville, Ind.— Seeks license to
cover cp which authorized new tv.
UPCOMING
May
May 13-15: Aeronautical and Navigational Elec-
tronics national conference, Dayton, Ohio.
May 15-17: Pennsylvania Assn. of Broadcasters,
Hotel Bedford Springs, Bedford Springs.
May 15-17: Radio-Electronics-Tv Mfrs. Assn.
convention, Sheraton Hotel, Chicago.
May 16-17: Nebraska Broadcasters Assn., annual
conference, McCloud Hotel, York, Neb.
May 18: United Press Broadcasters of Indiana,
Indianapolis.
May 19 : United Press Broadcasters Assn. of Tex-
as, Hawn Hotel, Temple.
May 20-21: Wisconsin Broadcasters Assn., Hotel
Planklnton, Milwaukee.
May 20-21 : Eighth annual Chicago Tribune Forum
on Distribution and Advertising, WGN Audience
Studio, Chicago.
May 20-22: Armed Forces Communications &
Electronics Assn., Sheraton Park Hotel, Wash-
ington, D. C.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
May 23: United Press Broadcasters Assn. of Tenn.,
Andrew Jackson Hotel, Nashville.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 25: United Press Broadcasters of Pennsyl-
vania, Holiday Motel, Mechanicsburg, Pa.
May 25-26: Louisiana-Mississippi AP Broadcasters
Assn., Holiday Inn Motel, Monroe, La.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria, New York.
May 29-30: North Carolina Assn. of Broadcasters,
Grove Park, Asheville.
June
June 4-6: National Community Tv Assn., Penn-
Sheraton Hotel, Pittsburgh, Pa.
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention. Advertising Fed-
eration of America, Hotel Fountainebleau,
Miami.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 17-19: NATRFD Spring Meeting. Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 24-28: Annual convention. Advertising
Assn. of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
July 20-23: National Audio- Visual Convention and
Exhibit, Fairfax, Va.
August
August 20-23: Western Electronic Show and Con-
vention, San Francisco.
WASHINGTON
1625 Eye Street, N.W.
(ALLEN KANDER^
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
NEGOTIATORS FOR THE PURCHASE AND SALE
MUrray Hill 7-4242
OF RADIO AND TELEVISION STATIONS
CHICAGO
35 East Wacker Drive
\ EVALUATIONS /
V FINANCIAL ADVISERS /
Chicago 1 , Illinois
RAndolph 6-6760
■
Page 126 • May 13, 1957
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
RADIO
Help Wanted
Management
Sales manager for California major market net-
work station. Must be aggressive, experienced in
competitive selling and be able to train sales
staff. Medium sized market provides excellent
opportunity for producer. Box 532G, B-T.
Go getting sales manager for California medium
market network station. Ability to hire and train
producing salesmen essential. Box 560G, B-T.
Sales manager. Excellent situation for right man.
Salary, commission and override. Box 574G, B-T.
Sales manager who loves to sell. Five figure in-
come. Strong independent, major market, north-
ern Illinois. Box 575G, B-T.
Growing eastern chain needs assistant managers
immediately. Prefer someone who is presently a
chief announcer, program director or salesman
with announcing background. All applicants
must be married, must have car, must be willing
to locate permanently in a growing organization.
Excellent salary and bonus arrangement. Promo-
tion to manager assured eventually. Send tape,
resume and photo to Box 590G, B-T.
Outstanding major market Florida station inter-
viewing now for management position. Aggres-
sive, creative individual needed who can show
immediate sales increases, handle sales leadership
and other management duties. Must be thorough-
ly experienced and between 30-40 years of age.
Write air mail or wire resume. Interview ar-
ranged. Attractive compensation, based upon
experience, ability. Box 650G, B-T.
Resort area — rich, medium market, 1000 watt
station in black wants man with $12,000 invest-
ment qualified for position in management. Give
details and resume. All replies confidential. Box
670G, B-T.
Commercial manager wanted immediately for
new station (southeat). Top guarantee to top
man. Send details and availability — excellent op-
portunity in excellent but competitive market.
Write Box 1187, Roanoke. Virginia.
Sales
Salesman wanted for hottest music-news on east
Atlantic. Needs experienced salesman who has
proven he can sell music-news. Fast growing
chain. Chance to advance to management. Guar-
anteed salary or 15% which ever is the greater.
Metropolitan city. Box 573G, B-T.
Saleman-announcing ability helpful but not
necessary. Good opportunity for right man. Draw
against commissions. Southern New Jersey 1000
watter. Send requirements and resume. Box
621G, B-T.
If you are young, sober and would like to be
commercial manager of a south Texas station
send full details of experience in first letter. Good
base pay and commissios on station gross. Box
647G, B-T.
Network vhf in midwest has opening for experi-
enced radio salesman who desires tv sales. Salary
plus commission. Full details to Box 649G, B-T.
Young man, experienced and dependable. Great
opportunity in southwest's ideal climate. Salary
and commissions. Box 653G, B-T.
Vacation with pay— live in the land of the sun
and make money doing it. If your imagination
creates ideas that sell, we need announcer-
salesman. WABR is bright, young, fast-growing
music and news operation surrounded by perfect
climate, recreation and rich accounts. Send tape,
resume, photo. Ray Gunckel, WABR Radio, Box
7547. Orlando, Fla.
Experienced salesman for metropolitan market.
5000 watt station. Excellent opportunity with good
chance for advancement. Car required. Howard
Hayes, WOKO, Albany, New York.
RADIO
Help Wanted— (Cont'd)
Announcers
Experienced girl disc jockey. Only top talent
need apply. Send tape, resume and photo to
Box 461G, B-T.
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 599G, B-T.
Well established Minnesota station needs sales-
man-announcer. Experienced in time selling not
necessary but must be energetic, hard-working.
Good salary plus commission. Box 552G, B-T.
Illinois kilowatt offers opening for sports, news,
staff position . . . will accept radio school grad-
uate whose either interested or qualified for
sports and news . . . send resume, salary expected
and tape. Box 570G, B-T.
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 204 per
word
$2.00 minimum
• HELP WANTED 25(f per word
$2.00 minimum
• All other classifications 30tf per word
$4.00 minimum
• DISPLAY ads $15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Experienced salesman for radio time sales in
small market. Airmail resume, tape, salary ex-
pectations in Colorado Network, Box 279. Mont-
rose. Colorado.
Excellent opportunity for experienced disc jockey
. . . strong on commercials, at one of the south's
leading independents. Favorable working condi-
tions plus retirement plan. Top salary. Send tape
and resume to Box 614G, B-T.
Wanted: Young man willing to learn and earn in
the radio business. First class ticket preferred.
Progressive station in building New Mexico city.
Box 623G, B-T.
First phone combination. No maintenance. Em-
phasis on announcing. Music and news station.
Southwest. Healthy climate. Box 654G, B-T.
DJ. Must know his records, and be able to sell
on the air. Give complete resume of previous
experience, salary expected, when available and
enclose snapshot. Don't send tape until requested.
All replies confidential. Box 677G, B-T.
Progressive southeastern ABC affiliate needs
combination announcer-lst class engineer. Em-
phasis on maintenance. Friendly small town,
good staff, good job, salary open. Send full de-
tails and references. Box 682G. B-T.
Virginia station needs combo man with 1st class
ticket. Experience unimportant. Box 690G, B-T.
RADIO
Help Wanted— (Cont'd)
Announcers
$160 a week for DJ — with bright, cheery voice.
Fast-moving glib delivery. Rhyming intros, "hip"
phrases. Not a rock 'n roller. Wanted by show-
manship midwest indie. Box 692G, B-T.
If you have a first class license, a good voice,
like to work, enjoy eating and dressing well,
want to live in one of the nation's outstanding
recreational areas, and are looking for a real
opportunity with a growing company, rush let-
ter, tape and photo to Dick Vick, KGEZ-AM-
TV, Kalispell, Montana.
Top pay for top announcer with first class ticket
for top Pulse rated station. Send tape and letter
to Bob Rohrs, General Manager, KJAY, Topeka,
Kansas.
Experienced announcer and newsman. McLendon
stations, all in Texas. Send tapes, Bill Morgan,
General Manager, KLIF, Dallas, Texas.
Wanted immediately, combo man with FCC first
class license. Contact Radio KNGS, P.O. Box
620, Hanford, California. All replies confidential.
Announcer with first phone emphasis on an-
nouncing. Opening Mav first. Send tape, photo
and resume to KSID Radio, Box ECF, Sidney,
Nebraska.
50 kw CBS station offers good pay, good hours
for staff work to mature sounding, experienced
announcer. Send tape, photo and background to
Frank Page, KWKH, Shreveport, Louisiana.
Southern style: Need announcer-engineer to en-
joy living in year-round recreation land in heart
of beautiful central Florida. Fishing, golf, swim-
ming on your time — good pay on ours. First
class ticket required. Maintenance experience
unnecessary. If you'd enjoy congenial co-workers
at sharp, fast-growing news and music station,
send tape, resume, photo. Ray Gunckel, WABR
Radio, Box 7547 Orlando, Florida.
Tampa's leading radio station needs a top per-
sonality DJ. Up-tempo, enthusiastic, sincere!
Must be production-conscious — not afraid of work
with a future, with Tampa's most influential radio
station — Radio Tampa — WALT. Send audition,
background and photo to WALT, Tampa, Florida.
Superior announcer wanted, for good pay. tapes
only to Jim Waldrop. Station WARF, Jasper,
Alabama.
Staff announcer. We need another man with a
few years experience. Pleasant living conditions,
congenial staff. Must read news with authority,
operate board. Salary open. Contact G. P. Rich-
ards. WCEM. Cambridge. Maryland.
Two first phone announcers, with emphasis on
announcing. Contact Hal Vester. WCOG, Greens-
boro, North Carolina.
Top DJ's — position now available with music sta-
tion. Send tape, photo and resume to WDVH,
Gainesville. Florida.
Wanted: Announcer, sports interests holding
first class license permanent position with bene-
fits. $400 monthly. Send tape and full particulars,
WEED, Rocky Mount. North Carolina.
Talent and experience necessary for upcoming
morning tricky at WICY, Malone," N.Y. Top pay.
Experienced combination announcer-salesman.
Salary, commission, car allowance. WLDB, At-
lantic City, N. J.
Experienced announcer interested in stable posi-
tion and strong radio organization. Good starting
salary. Send tape and resume. WRFD, Worthing-
ton. Ohio.
NO MATTER HOW
you look at it, a classified ad on this page is your
best bet in getting top-flight personnel
Broadcasting • Telecasting
May 13. 1957 • Page 127
RADIO
RADIO
Help Wanted— (Cont'd)
Announcers
Radio-tv opportunity— leading radio station with
combined tv operation has immediate opening for
top-flight radio announcer. Must be thoroughly
experienced and versatile. Opportunity some tv.
Send background, past and expected earnings,
tape and snapshot. WSAV, Savannah, Georgia.
Wisconsin kilowatt seeks good announcer with
first class license. Also interested in fulltime
editor to gather, edit and air news. Send com-
plete details and audition. Robert Bodden, Mana-
ger, WSWW, JPlatteville, Wisconsin.
WTAC, Flint's (Michigan's second market) num-
ber one rated station, wants a fast paced DJ
immediately — do news and hard sell commercials.
Send full resume and tape. (Tape returned
promptly.) Attention: Dick Kline, WTAC, The
Big Station Inc., P. O. Box 939, Flint, Michigan.
Opening for combo-first phone. Soon 5000 watts.
Contact immediately. General Manager, WWHG,
Hornell, New York.
Help Wanted— (Cont'd)
Announcers
Experienced radio announcer, first phone pre-
ferred but not necessary. Airmail resume, tape,
salary expectations to Colorado Network, Box
279, Montrose, Colo.
Technical
Chief engineer for Pennsylvania station. Prefer
man with car who desires to locate permanently
in growing chain. Opportunity to supervise new
construction in near future. Good salary, regular
raises, paid vacations, travel expenses. Apply in
writing, enclose references and photo to Box
588G, B'T.
Two first class engineers, no announcing. Excel-
lent working conditions. Salary commensurate
with experience. Permanent positions. Immediate
opening. Central Pennsylvania. Box 626G, B'T.
Need; first class engineer for transmitter dutv.
Box 631G, B-T.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
Transmitter engineer to work at fifty kilowatt
transmitter station near Albany, New York. Write
WPTR, Box 142-A, West Albany, New York, or
telephone UNion 9-5521.
Established broadcast station affords exceptional
opportunity experienced first phone engineer-an-
nouncer who can assume duties of chief. Respon-
sible for maintenance, repair, and announcing
shift. Salary above average for right man. Send
resume to R. E. Hunt, General Manager, WPTW,
Piqua, Ohio.
Wanted chief engineer for WTAM in Decatur,
Georgia, going to 5000 watts directional.
Excellent opportunity for engineer-announcer.
1 kw daytimer. Good pay and working conditions,
40 hours. Contact WTUX Wilmington, Delaware.
Programming-Production, Others
Newsman for aggressive Pennsylvania independ-
ent. Our man has moved up to 50 kw. Experi-
enced writing and airing local news. Must be
a self-starter. $75 to start; $85 after man proves
himself. Box 522G, B'T.
Program director-office manager. White man,
23-33, experienced copy-traffic production. Negro
programmed stations — choice of 2 southern cities.
Excellent opportunity for advancement. Send
resume, photo. Box 538G, B'T.
Midwest network station desires top-notch an-
nouncer with first class ticket. Opportunity to
work in tv. Send full details to Box 619G. B-T.
Aggressive experienced, morning newsman for
Ohio 5000 watt independent, writing and editing
ability necessary. WHHH, Warren, Ohio.
Newscaster — immediate opening to take over ra-
dio news department. Must have solid background
plus voice and ability. Send tape, audition and
biographical background to Bill Frosch, WISH,
Indianapolis, Indiana.
Radio continuity writer. Capable woman with
some experience writing radio copy. Address
Program Director, WOC-Radio, Davenport, Iowa.
Include copy samples, snapshot and experience
resume.
Situations Wanted
Management
Young, experienced manager, who can sell. Avail-
able August 1st. Seeking radio or tv position with
financial insentive. Prefer New York or Pennsyl-
vania. Box 528G, B-T.
Station manager of one of the nation's top music-
news-sports independents in major metro market
looking for new challenge. Six years experience
in administration, sales and program manage-
ment, backed by ten more in every phases pro-
duction and talent. Interested in an opportunity
commensurate with experience and proven ability
to produce. Excellent professional, community
and personal references. Principals only, please.
Box 581G, B'T.
Situations Wanted — ( Cont'd )
Management
Radio has changed! If your station hasn't, let's
talk it over. Box 665G, B'T.
10 years experience all phases radio. First phone,
veteran, 31, family man. Now manager of south-
west local station listed for sale. Best references.
Prefer radio manager, sales, or tv sales. Box
684G, B'T.
Manager-sales manager — 8 years small market,
experienced all departments, heavy sales and
promotion — present earnings, $6,500. Box 686G,
B'T.
Sales
Salesman who can double as PD or top play-by-
play sportscaster. 9 years experience. Seek per-
manent change to established operation or CP.
Prefer N.Y.- Jersey-Conn, or -Miami. Family.
B.F.A. tapes. References. All inquiries promptly
answered. Box 628G, B'T.
National sales or management. Well qualified,
radio and tv background, veteran, married. Box
676G, B«T.
Announcers
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 523G, B'T.
Girl-personality, DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
524G, B'T.
Available June 15 — after graduation from Michi-
gan State University. Practical announcing ex-
perience gained last summer in commercial radio.
Box 527G, B'T.
Outstanding DJ looking for permanent location.
Experience. Can build and hold audience with
my format. If you want a good man, contact me.
Box 536G, B'T.
Am-tv-MC-DJ with SA. (active-minded, thor-
oughly-voiced, music conscious, diversified- jester
with sell-ability). Top-rated, "discomedian." 14
years radio ... 2 years tv . . . desire either or
both. \y2 years network. Record specialist . . .
expect ad-lib humor with stopability. 36 . . .
married . . . tv-employed . . . major-market.
Seek permanency . . . showmanship station.
Excellent references. Brochure . . . tapes. Box
541G, B'T.
Negro DJ, versatile, all phases. Good board opera-
tor, travel. Box 572G, B'T.
Four years staff-deejay. 25, married, college.
Large or medium market, minimum population
75,000. Great Lakes, east, midwest, Canada. Negro.
Presently staff-deejay southern border state. No
racial accent. References. Box 610G, B'T.
Attention Florida and southwest. Employed fam-
ily man with MA, equally strong news-DJ, seeks
permanent radio position with progressive sta-
tion. Major market experience. $150.00 week min-
imum. Box 611G, B'T.
DJ, 1st phone, beginner, no car. $80.00 minimum.
Immediate openings only, single, 34. Box 613G,
B'T.
Employed girl announcer — one year's experience:
DJ, women's shows, interviews, newscasts, con-
tinuity, 3rd ticket (thoroughly experienced sec-
retary) car, single. Prefer southwest. Box 622G,
B'T.
Announcer-DJ — 6 months experience. Draft ex-
empt. Available immediately. Box'627G, B'T.
Experienced morning personality, spontaneous
humor, good listenable music, no R&R. News:
sports, sales, third phone, married. Interested in
moving up. Box 637G. B'T.
DJ, three years experience, commercials with
sell, good programming, family. Box 638G, B'T.
Over a year announcer-DJ with 100 kilowatt net-
work affiliate. 24. single with a theatre arts B.A.
Box 639G, B'T.
AVAILABLE NOW
S. John Senile
Until last week general man-
ager KLOR, Channel 12, Port-
land, Oregon. Responsible for
launching station and building
it into top-flight property. Prior
experience: 7 years exec. V. P.
Rocky Mt. Broadcasting. 4
years Sales Manager Pacific
Northwest Broadcasters. 10
years Advertising Manager
chain of Department stores.
(See B*T "resume page 20, June
4, 1956 issue . . . Respects To")
46 years old, married, 5 chil-
dren.
Qualified to: Manage TV sta-
tion, direct public relations, in
any field, handle tough agency
assignment or do your impor-
tant selling.
Salary requirements: $25,000
fulltime. Slightly higher for a
quick "brainpicking".
To save time, first call . . . Norm
Knight, George Hollingbery,
Carl Haverlin, Lee Jahncke,
Harry Bannister, Howard Lane
... or someone you know,
who should know. Then call
or write me. 1 1 0 SE 41 st, Port-
land, Oregon.
IT PAYS
to use a classified ad on this page ... if you're
looking for that "right" job.
Page 128 • Mav 13. 1957
Broadcasting • Telecasting
RADIO
RADIO
TELEVISION
Situations Wanted — (Cont'd)
Announcers
Announcer — solid man looking for solid station.
Bachelor of Speech — good voice — -versatile — all
types commercials — also heavy tv — all phases —
family. Box 640G, B-T.
Experienced morning man. Gimmicks, Z\'2 years
at present station. Have car will travel, if neces-
sary. Tapes available on request. Best references.
Box 643G, B'T.
Announcer, first phone, no maintenance, experi-
enced, first rate voice, employed. Box 658G B«T.
Announcer — 35 years old. Recent graduate. Eager
to learn. Salary unimportant. Box 660G, B'T.
Morning show— experienced two man personality
program. Combine humor, patter, music with a
program that sells. Money not primary objective
— wish to become part of, and grow with progres-
sive organization. Experience small, medium and
large markets. Tape, pictures, and resume sent
upon request. Box 661G, B«T.
Sportscaster, veteran 12 years radio — television.
Excellent play-by-play, sports show, special
events, news. Looking for good sports station.
Top references. Minimum $150. Box 666G, B'T.
Past three years eastern 50.000 watt station — TV.
Desire personality spot preferably morning. All
night show here one year. Know c/w music.
Flexible. Box 668G, B'T.
Announcer: Experienced play-by-play. Newsman.
Top 40 deejay. Married. Advancement wanted.
Box 669G, B'T.
Announcer — consider all offers — 10 years staff,
sports, disc jockey. Box 683G, B-T.
Dee.iay needs audience that prefers subtle to
obvious, provocative to trite. No Storz type, this.
Box 689G, B'T.
Have toothbrush . . . will travel. Young man, 20.
single. Experienced in news, commercials, and
DJ work. Anxious to please. Contact Fred Ta-
mucci, 16 Grove Street. Port Chester, N. Y., WEst-
more 7-3481.
Young man. 20, 1st class, would like first real
opportunity in broadcast, some combo experience,
prefer western XT. S. Jerry Wayne, 5821 Halm
Ave., Los Angeles, California.
Technical
Chief engineer, 17 years experience high-powered
domestic and shortwave equipment of all types.
Box 531G, B-T.
Regardless of complexity of your station (s) you
have peace of mind with this engineer. All
phases design thru maintenance. Available June.
Box 546G. B'T.
Engineer: Tweny years in electronics field, with
eight years radio and television broadcasting.
Family man, age 39 desires position as chief en-
gineer. Box 635G, B-T.
Experienced first phone engineer. Will accept
responsibility. Not an announcer. Box 652G, B-T.
Experienced engineer-announcer available soon.
Box 688G. B-T.
Engineer 1st class, 49, single, sober, lifetime ex-
perience, am. 250 to 50kw . . . wants transmitter
operation, chief, or consultant, where mainte-
nance initiative is needed. . . . Wallace V. Rocke-
feller, JU 3-2343, Wood River. Nebraska.
Engineer, 4 vears experience, first phone, ham
ticket, no announcing. Richard Roeder, 504 Ben-
ner Street, Highland Park. New Jersey.
Programming-Production, Others
Desire programming. Seven years agency mar-
keting research. Experienced all phases-an-
nouncing, continuity, traffic, merchandising,
classical. 34. MS Degree. New England preferred.
Box 510G, B-T.
Experienced news editor: Now heads metropoli-
tan 5 kw vhf news department. Qualified for news
director or good staff job. Nine years experience,
excellent voice, college. Box 656G, B-T.
Situations Wanted — (Cont'd)
Programming-Production, Others
Experienced announcer, 6 years all phases mu-
sic, news, sports, desires program director posi-
tion. College graduate, good air man. Interested
in programming for community. Married. Box
691G, B'T.
TELEVISION
Help Wanted
Management
Television sales manager. Immediate opportunity
for experienced salesman with established west-
ern Pennsylvania CBS-TV affiliate. All replies
confidential. Box 675G, B-T.
Tv salesman wanted: Top-rated network vhf
station in medium sized midwest market. Ex-
perienced only. $500 per month draw against
liberal commission. Present staff aware of this
ad, address Box 520G, B«T.
National sales manager to assume responsibility
for established radio and tv station. Midwest.
Competitive market with excellent potential.
Send info to Box 620G, B-T.
Announcers
Pre-freeze vhf in southeast accepting announcer
applications. Tv experience preferred, but top-
notch radio background will be considered. Send
full details of previous experience, including pic-
ture and salary requirements, first letter. Box
439G. B-T.
Florida vhf seeking experienced tv announcer-
director, position available immediately, send
tape, brochure, picture to Program Director,
WCTV Television, P. O. Box 3166 MSS, Talla-
hassee, Florida.
Immediate opening for announcer with commer-
cial tv experience. Send with first letter, picture,
film or tape audition to Steve Briggs, Program
Manager, WISH-TV, 1440 North Meridian Street,
Indianapolis 2, Indiana.
Technical
Need tv studio and transmitter engineers, first
phone, experience desirable but essentia!. Pro-
pressive well established company offers many
opportunities and benefits. Full resume, salary
desired, recent snapshot, first letter. Box 530G,
B'T.
Television engineer. Immediate opening for ex-
perienced studio engineer with first phone. Con-
tact Chief Engineer, WKNO-TV, 268 Jefferson,
Memphis, Term.
3 engineers by June 15th. 1 year studio or trans-
mitter maintenance experience, first phone li-
cense. Pay S5.100, with excellent vacation, retire-
ment, sick leave and other public school employ-
ment benefits. Contact immediately, Herb Evans,
WTHS-TV-FM, 1410 N.E. 2nd Ave., Miami, Flor-
ida.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee.
Wisconsin.
Programming-Production, Others
Photographer — southwest — if you own 16 mm.
camera, earn up to S10.000 a year shooting and
selling "on location" commercials for our station.
Box 569G, B-T.
Experienced radio or television newsman wanted
by midwest television. We have equipment and
experienced staff. All applications considered.
Box 651G, B'T.
Film director, immediate opening for qualified
man, proven administrative ability and technical
knowhow. Contact J. S. Sinclair, WJAR-TV,
Providence, R. I.
Tv continuity writer. Capable woman with mini-
mum of one year's experience writing tv copy.
Ability with variety of accounts and to meet
well with clients necessary. Address Program
Director, WOC-TV Davenport, Iowa. And in-
clude copy, samples and snapshot together with
experience resume.
Situations Wanted
Sales
Radio salesman-announcer with some tv air ex-
perience seeks tv sales, preferably with some air
work. 20. Family. Heavy sports and news experi-
ence. Top record and references.- Desire return to
northeast. Box 629G, B'T.
Eleven successful years in sales, nine radio, two
tv. Three years sales manager. Six years one em-
ployer. Family. Best references. Box 644G, B'T.
Announcers
Announcer, 28, sober, conscientious, dependable
family man, best references, desires position tele-
vision or radio-television combination. 8 years
radio, 7 years same station. In- television short
time, but feel able to move up. Tops sports, news,
interviews, commercials. . Year radio program-
ming. Prefer Texas, southwest^ but will consider
all replies. Box 624G, B-T.
2^4 years radio-television announcing - plus 8
years sports, publicity, news experience equals
permanent or replacement bargain. Box 663G,
B'T.
Presently employed. College degree. Radio ex-
perience. Jordan. 2819 Clybourn, Chicago.
Technical
1st phone, 10 years experience at same station in
radio, presently employed, seeks relocation in
Florida in television. Box 618G. B-T.
South — midsouth only: 9 years tv broadcast ex-
perience. Technical, some directing. Would like
technical supervision, production manager or di-
rector. Box 630G, B»T.
1st phone, experienced 4 years television, full
qualified studio, transmitter operations. Some
maintenance, experience. Box 634G, B'T.
Chief engineer, twenty years experience am-fm
and tv including color, both network center and
smaller stations. Graduate engineer. Extensive
administrative experience. Prefer east coast area.
Box 667G, B«T.
Experienced tv control, 1st phone, will trade top
work for top pay. References furnished on re-
quest. Box 671G, B'T.
Programming-Production, Others
Tv newscaster, nationally recognized, earning
S13.000 in major market, seeks news director-
ship of station desiring top news operation.
Complete background and kinescope available.
Box 496G, B-T.
Director. Experienced. Can do own switching.
Any growing market. Details on request. Box
542G, B'T.
New and/or public affairs director — win consider
assistant directorship. Highest references, com-
plete background in all phases including video-
tape. Box 582G, B'T.
THIS RADIO STATION MUST
BE SOLD AT ONCE
Exclusive in a captive market. Full-
time. Midwest. Services trade area of
35.000. Studio and transmitter to-
gether on rented land.
All equipment in excellent condition.
1956 Gross 841,000.
Selling at $35,000 with S10.000 down.
Balance $300 month.
Owner must sell because of illness in
in Family
SUBMIT OFFER
Write or wire at once for complete
data
JACK L. STOLL & ASSOCIATES
6381 Hollywood Blvd.
Los Angeles 28, Calif.
Hollywood 4-7279
Broadcasting • Telecasting
May 13. 1957 • Page 129
TELEVISION
FOR SALE
WANTED TO BUY
Situations Wanted — (Cont'd)
Programming-Production, Others
Tv producer-director. Imaginative, alert. Thor-
ough knowledge tv all phases. 3 years with
present employer. Ability supersedes current
situation. Want to advance. Expand with more
progressive operation. References-resume upon
request. Box 587G, B«T.
Newswriter-producer-director — experienced in
all phases of news, newsfilm, videotape possibil-
ities. Highest references. Box 589G, B-T.
Wanted . . . job with a future . . . by experienced
copywriter familiar with production problems.
College grad. Details by writing. Box 612G, B-T.
Hard-hitting news editor in large midwest city
producing and writing two tv newscasts daily de-
sires similar situation in metropolitan station
with regular air work. Trebled news ratings here.
Northwestern Medill graduate, veteran. Avail-
able immediately. Box 616G, B«T.
Stations
Equipment
Experienced cameraman. Employed. Strong pro-
duction; some directing. Desires position leading
to directing. Box 617G, B-T.
Television director, 3 years (3 stations) experi-
ence. Desires relocation in metropolitan vhf.
Creative, mature, single. BA, 27, available June
1st. Resume references, recommendations on re-
quest. Box 625G, B-T.
Program director, production manager, director
wishes to relocate with tv station. Not interested
in radio with pictures, family, college graduate.
Box 636G, B-T.
Tv school grad. wants position as assistant art
director or prop. am. Single. Box 642G, B-T.
June university television graduate desires small
station programming or production work any-
where. Box 657G, B'T.
Director, 4 years experience. 7 years radio-tv
announcing. 31, mature, B.A. degree. Permanent.
Box 662G, B-T.
Experienced tv-news'i director-editor, announcer,
interested in larger market. 33, married, em-
ployed. $125 minimum. Box 678G. B-T.
Program manager, producer, director, network
experience, desires larger market, 30. married,
employed, best references. Box 679G, B«T.
An ad can indicate only slightly an announcer-
newsman's value. Let me send complete brochure
and film audition. Eight years radio-tv. Free-
lance fiction and article writer, established news-
man. Want staff or news, far west. Permanency.
$600. Box 680G, B-T.
FOR SALE
Stations
Midwest fulltime local channel station single
station market, $30,000 with $10,000 down or
$26,500 cash. Box 645G, B'T.
Old established fulltime station in 100,000 market
with good Neilsen. West Virginia. Grossing over
$112,000 which can be increased. High profits with
probable four year payout. Combo operation and
valuable building. $50,000 down and approximate-
ly four year balance. Please state financial qual-
ifications. No brokers please. Sale indirectly due
to sale of another property. Box 664G, B'T.
One-fourth interest in medium Texas market am
station now in the black and potential is ex-
tremely good. $15,000. Write Bob 672G, B'T.
For lease, midwest station, option to buy. $300
per month. Box 674G, B'T.
250 watter, Pacific Coast, three county market of
41 thousand, retail sales 15 million, highest west
of Mississippi, grossing $45 thousand, net 18 per-
cent after all. Price $58,000, one-third down and
four hundred monthly. May Brothers, Bingham-
ton, N. Y. No telephones. Please use our No.
9906. confirming by airmail.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
250C Gates 250 watt transmitter. Doolittle Model
FD-1A frequency monitor. Gates MO 2639 mod-
ulation monitor. Gates Model 21-B antenna
coupling unit. Gates MO 3294 diod rectifier remote
antenna ' current meter. Fairchild Model F29
portable disc recorder. Box 550G, B'T.
DuMont I-O camera — with used tube — field
mount model. Terms. Box 568G, B'T.
Presto 28N console recorder with Fairchild cut-
ter and Presto 88A Amplifier. Box 633G, B-T.
2-Ampex model 600 tape recorders and 1 Ampex
model 620 speaker amplifier, $825 for the set
. . . prices for individual pieces on request. 2-RCA
44BX microphones in like new condition. $100
each or both for $175. Box 685G, B'T.
For sale — reasonable — Collins 21C 5 kilowatt com-
plete am transmitter, now in operation. Avail-
able after April 30. Wire or phone KANS, HObart
4-2387, Wichita, Kansas.
Vidicon camera for sale. RCA "tv eye" camera,
type HC-1' with control box and all tubes in good
working condition. Cost $1,100; will sell for $500.
Keegan Technical Institute. P. O. Box 5, Mem-
phis, Tennessee.
Illinois location. 1 GE iconoscope film camera
complete with iconoscope type PC2D, model
4PC2D1. One blanking and shade generator, one
camera sweep generator, one channel amplifier,
one high voltage power supply, one Bias supply.
All for $4,000 F.O.B. location. Our No. 9923. May
Brothers, Binghamton, New York.
18 new and used guyed towers ranging from 200
to 350 feet. New towers manufactured by River
View Welding and Mfg. Co. Complete with light-
ing and installation if preferred. All towers are
galvanized and made of steel tubing to withstand
100 mile per hour wind velocity. Made on 14-inch
centers. Will sell at very low price, on terms or
lease. Phone 8610, Austell, Georgia.
RCA 1G transmitter — first rate operating condi-
tion; also Truscon 235 feet self-supporting tower.
W. N. Cook, 1433 Vreeland Road, Trenton, Michi-
gan. Phone ORleans 6-2484.
WANTED TO BUY
Stations
Private sales and independent appraisals. Serving
the Southwest and Intermountain regions. Ralph
Erwin. Licensed Broker. 1443 South Trenton.
Tulsa. Oklahoma.
Equipment
Need light used antenna about 160 feet. Reason-
ably priced. Box 553G, B'T.
250 to 3kw fm transmitter. Collins ring antenna.
200 ft. coax, 150 feet self-supporting tower with
lighting equipment. Frequency and modulation
monitor, program limiter, studio consolette. State
description, condition and best price. Box 615G,
B-T.
Fm transmitter: 3 or lOkw with monitoring equip-
ment, coax. etc. Box 646G. B'T.
FM transmitter, 250 watt or one kilowatt, fre-
quency and modulation monitors. State condition,
age. price. Box 648G, B-T.
Wanted: 2 Gates CB-11, 3 speed turntable chassis.
Must be A-l and cheap/WLMJ, Jackson, Ohio.
INSTRUCTION
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A. 821 19th Street. N. W., Washington
6. D. C.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio St Televi-
sion School. Dept. 6, 1827 K Street, N. W„ Wash-
ington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLcetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
RADIO
Help Wanted
Sales
RADIO SALES
Opportunity with an unlimited future
for an aggressive local radio salesman.
50,000 watt major market network
affiliate in southeast is looking for a
true radio enthusiast who is mature
and experienced with a proven sales
record. Will pay salary plus commis-
sion commensurate with ability. Send
photo and complete resume to
Box 585G, B»T
Announcers
ANNOUNCER
Central New York State Network Radio
TV Station has Opening for Experienced
Staff Man. Top Pay. Excellent Working
Conditions, Rapid Advancement. Send
Full Details and Pix First Letter.
Write Box 659G. B»T
THE FASTEST H I 1
to buy or sel
stations, or equipment, is a
classified ad on this page.
Page 130 • May 13, 1957
Broadcasting • Telecasting
RADIO
FOR SALE
Help Wanted— (Cont'd)
Equipment
Announcers
WANTED: Good Announcer for leading
station in America's greatest resort
areas : Good fishing, hunting, golf and
all outdoors activities. Copy experi-
ence desirable. Contact KBHS, 113
Third Street, Hot Springs, Arkansas.
$10,000 SALARY
Wanted: For a daily four-hour
feature, a DJ with a record — of
consistently top-rate shows.
This super salesman-personal-
ity will earn $10,000 a year
with one of the country's fore-
most stations in a major Eastern
Market. Write full background,
send tape of your present fea-
ture to:
Box 681 G, B»T
TELEVISION
Situations Wanted — ( Cont'd)
Announcers
I
Veteran, 27, family man, college
grad desires to relocate as TV-
Radio Sportscaster. Presently
with basic TV station. Experi-
enced in News, Sports, Promo-
tion and Sales-
Box 632G, B»T
I
FOIl SALE
Used Collins 20V, current Model
1 KW Transmitter, excellent condi-
tion. Trade-in on BC-5P, 5 KW
Transmitter. Available for immedi-
ate shipment. Complete with one set
of tubes and crystal, tuned to your
frequency, #2,995.00. Wire or phone
Robert W. Kuhl, Gates Radio Com-
pany, Quincy, Illinois. Phone BAld-
win 2-8202.
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
EMPLOYMENT SERVICES
TOP JOBS— TOP PEOPLE
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 'K' St. N.W.
Washington, D. C— RE 7-0343
NATIONWIDE PLACEMENT SERVICE
Radio-TV Personnel
Scientific selection and placement; better
results for your station or your career.
P. O. Box 8585
Jacksonville, Fla.
WW
— XX
— *tt _VJ '
r- 1
BROADCASTING
TELECASTING
i
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
1735 De Sales Street, N. W ., W ashington 6. D. C.
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Broadcasting • Telecasting
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May 13, 1957 • Page 131
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PEOPLE
Continues from page 122
Al Vunovich, salesman, KCKN Kansas City,
Kan., named sales manager.
< Edward T. Hunt, account
executive, WTIX New Or-
leans, to WDGY Minneapo-
lis, as sales manager.
Don R. Gillies, director of merchandising
department, WCCO-TV Minneapolis, named
national sales manager. He is succeeded by
Robert R. Hansen, his former assistant.
Arthur C. Arnold, assitant store manager,
National Tea Co., becomes Mr. Hansen's
assistant.
< Irving N. Prell, sales staff,
KXLY - AM - TV Spokane,
named sales manager of as-
sociate station KILT-TV El
Paso, Tex.
< Robert B. Wehrman, trans-
mitter supervisor, WLWD
Dayton, Ohio, named chief
engineer.
Roland C. Hale, chief engineer, WCOP Bos-
ton, to Concert Network Inc. (WTMH [FM]
Providence, WFMQ [FM] Hartford and
WFMX [FM] New York), Boston, as chief
engineer.
•< John Babcock, assistant
general program manager,
Crosley Broadcasting Corp.,
appointed assistant general
manager of Crosley's WLWI
(TV) Indianapolis.
< James K. Whitaker, general
manager, WQOK Greenville,
S. C, to WIS Columbia, S. C,
as director of sales.
Vin Gruper, formerly of WTTM Trenton,
appointed director of continuity, WPAT
Paterson, N. J.
Ken Devaney, news editor, KMJ Fresno, to
KBIF, same city, as news and special events
director.
Sherm Washburn, newscaster, KLOR-TV
Portland, to KOIN-TV as special events
director.
Chuck Bennett, newsman, KDAY Holly-
wood, named program director. Ray Ed-
inger, freelance fiction writer, joins KDAY
as continuity director.
Ida Rowland, formerly promotion depart-
ment of KWK-TV St. Louis, to KTVI (TV),
same city, as assistant to promotion manager.
E. Paul Abert, operations manager, WPRO-
TV Providence, R. I., to WTIC-TV Hart-
ford, Conn., as assistant production manager.
William DhBoLs, member of sales-advertising
staff of Sears, Roebuck & Co., to local
'ART FOR RADIO'
BROADCASTER lohn W. Kluge was
presented the painting which took first
prize in the "Art for Radio" competi-
tion sponsored by Radio Advertising
Bureau last fall. The art work was a
gift of the chief executives of four of
the broadcast stations in the Kluge
group of which Mr. Kluge is chair-
man. Participating in the presenta-
tion ceremonies were station managers
of the following Kluge stations:
WILY Pittsburgh, Ernie Tannen;
KXLW St. Louis, William H. Jeffe-
ray; KNOK Fort Worth-Dallas, Stuart
Hepburn; WKDA Nashville. Harvey
L. Glascock.
sales staff of WNDU South Bend, Ind., as
account executive. He succeeds Frank
Crosiar, resigned to become commercial
manager of WMRI Marion, Ind.
Richard Marsh, assistant director, KNXT
(TV) Hollywood-CBS Television Pacific Net-
work, to supervisor in operations depart-
ment. Joe Yoklavich and Richard Ashby,
stage managers, to assistant directors.
Palmer Payne, formerly program director
and news reporter, WFEA Manchester, N.
H., to WGIR, same city, as news editor.
David Truskoff to WCCC Hartford, Conn.,
sales staff.
Al Hazelwood, announcer - sportscaster.
KWTV (TV) Oklahoma City, moved to sta-
tion's local sales staff.
Jay Jason to KUTE-FM Glendale. Calif.,
to host early morning show. The Night
Holds Music.
Irv Smith, disc jockey, WHB Kansas City,
to WCAU Philadelphia as disc jockey.
Barbara Burke to WCKR Miami, Fla., for
2Vi-hour nightly show, Your Mystery Girl.
Cal O'Brien, columnist for Sportsman's Re-
porter and Boston Post, to WEEI Boston
for nightly Outdoor Sports show.
Herbert E. Evans, vice president-general
manager of People's Broadcasting Corp.
(WRFD Worthington and WGAR Cleve-
land, both Ohio), named Ohio state cam-
paign chairman for United Services Organi-
zations Inc., N. Y.
Lee Fondren, sales manager, KLZ Denver,
named first lieutenant governor of ninth dis-
trict, Advertising Federation of America.
Ray Taylor, Los Angeles representative of
KSFO San Francisco, married Greta Gad-
wood April 28.
WHY LOOK FURTHER?
"GUESS THE LUCKY
SECRET WORD"
Program is great.
Brochure on Request
THE HOlLINGS WORTH CO. ENTERPRISES, INC.
514 Hempstead Ave., West Hempstead, N. Y.
Page 132 • May 13, 1957
Broadcasting • Telecasting
John Wrisley, WIS Columbia. S. C, father
of boy. David John.
Bob Laumann, production department of
KTTV Los Angeles, father of girl, Karen
Elizabeth, April 18.
REPRESENTATIVES
< Austin Smithers, formerly
radio sales manager for
Headley-Reed. to Edward
Petry & Co. radio division
as account executive.
Jack Kettell, recently released from service
to Kettell-Carter as account executive.
Dale Stevens to Everett-McKinney, Chi-
cago, sales staff.
PROGRAM SERVICES
< William R. Vallee, director
of tv operations. Benton &
Bowles, to TelePrompTer
Corp. as director of opera-
tions.
Theodore A. Minde, technical director of
Nowland & Co. (marketing research firm)
in Greenwich, Conn., to Alfred Politz Re-
search, N. Y. Walter J. Mann Jr., assistant
to supervisor of marketing for Federal
Pacific Electric Co., Newark, also joins
Politz research staff.
EDUCATION
Virginia Renaud, 29, radio-tv director,
George Washington U., public relations of-
fice, Washington, D. C, and former educa-
tion director for CBS Chicago, died of heart
attack, May 6.
Parker Wheatley, director of Lowell Institute
Cooperative Broadcasting Council and gen-
eral manager of WGBH-FM-TV Cambridge,
Mass.. educational, resigns effective May 20.
TRADE ASSOCIATIONS
Cecil Brown, ABC commentator, elected
president of Overseas Press Club for one-
year term, succeeding Wayne Richardson
of AP.
John F. Meehan, Revue Productions, elected
governor of Academy of Television Arts &
Sciences, Hollywood, representing art direc-
tors. Other governors elected: Lucien An-
driot, Hal Roach Studios, representing cine-
matographers; Sheldon Leonard, Marterto
Productions, directors; Loren L. Ryder,
Ryder Sound Services, engineers; Wayne
Tiss, BBDO. executives; Michael R. Mc-
Adam, Revue Productions, film editors; Paul
Weston, Columbia Records, musicians; Dan-
ny Thomas, Danny Thomas Show, perform-
ers; Desi Arnaz, Desilu Productions, pro-
ducers, and Parke Levy, December Bride,
writers.
H. M. Dancer, chairman of board, Dancer-
Fitzgerald-Sample, and William R. Baker
Jr., chairman of board, Benton & Bowles,
elected directors for one-year terms of Brand
Names Foundation Inc., N. Y.
MANUFACTURING
Paul E. Bryant, general sales manager of
radio division. Hoffman Electronics Corp.,
L. A., named vice president in charge of
sales for division.
Francis W. Crotty, assistant general counsel
for patents, Zenith Radio Corp., elected vice
president in charge of patents.
< A. E. Abel, assistant general
manager of radio division of
Bendix Aviation Corp., and
manager of Bendix radio's
government products, named
division general manager.
< Kenneth B. Boothe, product
manager, American Bosch
Arma Corp.'s Anna division,
to Kahn Research Labs. Free-
port, L. I., N. Y., as director
of sales.
Arnold Piatt, advertising-sales promotion
manager of Roto-Broil Corp. of America,
to Pilot Radio Corp., L. I., N. Y., as adver-
tising-sales manager.
J. W. Farrow, general sales
manager of special products
division. Stromberg-Carlson.
to Ampex Audio Inc.. Sunny-
vale, Calif., as director of
marketing.
John A. Witherell, formerly advertising and
sales promotion manager at Norge Div.,
Borg-Warner Corp., Chicago, appointed na-
tional sales training manager at Motorola
Inc. Charles Blezer promoted from assistant
sales training manager to field sales training
manager.
John A. Miguel Jr. appointed vice president
in charge of export for Zenith Radio Corp.
He joined company in 1949 as manager of
Zenith's international division.
Robert M. Jones, director of industrial re-
lations for Philco Corp. outside Phila. area,
named director of public relations, succeed-
ing William Wight, resigned.
PROFESSIONAL SERVICES
Myron (Mike) Merrick appointed vice presi-
dent of Brandt Public Relations and Pro-
motion. N. Y.
Stanley L. Goodman, formerly sales pro-
motion manager of Decca Records, ap-
pointed director of coordinated marketing
services for Harshe-Rotman Inc.. national
public relations firm.
| NIELSEN : NCS # 2 1956 }
Ot PENETRATION OF COUNTIES j
/O IN COVERAGE 4
I WSAZ-TV
STA.
B
2j
► 1C0S COVERAGE "S 1
> COUNTIEJ Z. 1
1
T MORE THAN 75S AC
r COVERAGE COUNTIES
21
[ MORE THAN 50--s C£
COVERAGE COUNTIES
30
[TOTAL COUNTIES /ZQ
^ COVERAGE O*'
50
si
ARB: 8 out of TOP 12
- February 195 7
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
BUY SOUND-FACTOR PLAN ■
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Kadio-Active"WBS
Broadcasting • Telecasting
May 13, 1957 • Page 133
Televisions One-Book
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the market? Who's in charge? Who are the
top TV spot advertisers? Who'll we call for
more dope? Which agencies handle P & G?
What's the name of that distributor with the
new First Run Movies?
For the answer to these (and several thousand
other) questions some 15,000 subscribers will
reach for television's One-Book Reference Li-
brary— the B*T Telecasting Yearbook, Market-
book — the one with the blue cover.
This is the annual reference book that lives.
This is the book that gets reached for almost
automatically whenever the men and women
who are active in television need data.
This is a good place for an advertiser. See the
coupon?
Don't forget the final deadline has been ad-
vanced to July 1.
Proof deadline June 22.
Reference Library
Partial List of Contents
• Complete tv station directory, with key personnel and
complete information about facilities.
• TV spot spending by brand.
• ARF tv homes, by counties; retail sales, foodsales,
drugsales, and other market data by counties.
• Film, Equipment, Station Representative, Agency Di-
rectories.
• Network personnel, rates, route map, affiliates, and
599 other reference classifications.
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Principals in murder trial provide eloquent argument for . . .
BROADCASTING IN THE COURTROOM
THE STRONGEST case yet made for radio and television
access to court proceedings is now available for presentation.
It is a filmed record of interviews with principals in a cele-
brated Denver murder trial which was covered by radio and
television. The interviews add up to a unanimous endorsement
- of radio and tv coverage.
. The trial was that of John Gilbert Graham, accused of
planting a time bomb which blew up an airliner Nov. 1, 1955,
killing his mother and 43 other passengers. Graham was con-
victed and executed last Jan. 11.
After the trial the Denver Area Radio & Television Assn.
made film interviews with key figures in the trial, including
the judge; prosecuting and defense attorneys and the defend-
ant's wife. All agreed that the presence of radio and television
in no way interfered with justice.
The NARTB now is processing the film, which runs a half
hour in its original version, into a 15-minute presentation for
use on the air or presentation to local bar and civic assemblies.
State broadcaster associations are expected to give the film
wide exposure. NARTB's Freedom of Information Committee
is coordinating the campaign.
It was the Denver Area Radio & Television Assn., formed in
December 1955, that was largely responsible for the admission
of broadcasting to the Graham trial. The association succeeded
in persuading the Colorado Supreme Court to modify the
American Bar Assn.'s Canon 35, which prohibits radio-tv in
courtrooms. In a historic decision the state's supreme court
gave to trial judges the discretion to admit broadcasting to
trials [B»T, March 5, 1956].
Here is a slightly condensed transcript of the film prepared
by Denver broadcasters. It was narrated by News Director
Sheldon Peterson, and Jim Bennett of KLZ-AM-TV Denver.
Q: The report recommending that the
Supreme Court modify the canon was writ-
ten by Justice O. Otto Moore. After the
trial, we asked him for his reaction. Justice
Moore, as the referee in the hearing of the
Supreme Court of Colorado on Canon 35,
would you tell us your reactions to the
demonstrations of courtroom photography
and radio recordings as presented to the
court?
SUPREME COURT JUSTICE
MOORE: Frankly, I was very much sur-
prised that courtroom photography, radio
and television cameras could operate in a
courtroom and create so little — practically
no distraction whatever.
Q: Now, Justice, the John Gilbert Gra-
ham trial provided the Denver area radio
and television stations with their first op-
portunity to cover a trial following the
modification of Canon 35. What was your
reaction to that coverage?
MOORE: I thought the reaction to the
coverage of that trial by radio, television,
newsreel and photography was very excep-
tional. It seemed to me to be proof con-
clusive that the findings which I reached
as the result of our hearings up here — at
the conclusion of our hearings up here —
were amply justified.
Q: Now, the John Gilbert Graham trial
was appealed to the high court. Was the
fact that the case was televised and broad-
cast cited as a cause for error for the trial?
MOORE: No assignment of error was
based upon the claim that the rights of the
defendant were prejudiced in any way by
photography, radio or television coverage.
Q: Was such coverage mentioned at all
in the appeal?
MOORE: No.
Q: May we ask you — do you see any
educational value to the televising and broad-
casting of the trial?
MOORE: Yes. I have always been of the
belief that the procedures in courtrooms
were, as generally understood by the public,
were not accurate at all and I think that
some very definite benefit is to be derived
from an accurate, truthful presentation of
what goes on in the courtrooms of America.
Q: Well, finally, Justice Moore, do you
think that radio and television coverage of
trials might conceivably serve as a deter-
rent to crime?
MOORE: Well, I asked all the district
judges of our state their conclusion in that
behalf and received a number of answers
from them. Many of them thought that it
would have a definite effect upon deterring
crime. Personally, I think that it would
cause one about to commit some sort of an
offense to hesitate and pause if he were to
understand and know that crime doesn't
really pay and that the culprit is very, very,
very more often brought to justice than
are the instances in which he escapes. I
think it has and would tend to have over the
years a very definite influence in the realm
of deterring crime.
Q: We are standing in the courtroom
where the trial of John Gilbert Graham
was held. With us here is Bert M. Keating,
district attorney for the City and County of
Denver, representing the State in the case
of the people versus John Gilbert Graham.
Mr. Keating, what was your reaction to the
radio and television coverage of the Graham
trial?
PROSECUTING ATTORNEY
KEATING: I think .... the best way
to answer that question is by saying simply
this. That I was not conscious of the
cameras being in court, nor were any of the
deputies that assisted in the trial, and I
might further say that I have heard of no
one who took part or participated in the
case that even knew that the cameras were
grinding during the trial.
Q: Well, now, did you actually see on
television and hear on radio, the films and
recorded excerpts of the trial that were
used?
KEATING: I heard part of it. We were
busy somewhat at nights preparing this
case, but I heard part of it and I thought it
was produced in fine fashion and there was
no editorial comment by the persons putting
on the program. I thought that was proper.
Q: Well, now, as you went about the
community while this trial was in progress,
did you hear the radio and television cover-
age of the trial discussed publicly and if so,
what did the people think of it?
KEATING: Well not only did I hear it
discussed publicly, but I received quite a
bit of mail concerning the radio and tv
coverage, and it all seemed favorable. The
people seemed to think that they were en-
titled to this sort of coverage.
Q: Well, now, let's get again to this
matter of the presence of the radio and tele-
vision equipment in this courtroom. Do
you think that it conceivably could have
proved distracting in any way to anyone
here? For example, what about the possible
effect on the witnesses?
KEATING: Well, .... you say could
it prove distracting? Yes, it could have —
but the way it was handled I don't think it
was. The box or the area (whatever you
might call it) that contained the cameras . . .
Q: The booth we have in the rear?
KEATING: Yes . . . was quite a way
from the witnesses and the jurors. You might
recall that there wasn't a juror who objected
to being photographed. I don't think it was
distracting in the least.
Q: Now let me ask you, too, then. Do
you think the presence of this tv and radio
equipment in the courtroom had any effect
on the jurors?
KEATING: I am sure it did not. As you
know, each juror was asked whether or not
he or she objected to being photographed,
and there was no objection. I'm sure that
the verdict arrived at by the jury was based
upon the evidence and the law given by
Judge McDonald without regard to cameras
being in the courtroom.
Q: Well, now — without belaboring this
point too much, Mr. Keating, I'd like to
ask you most important of all: Do you think
that the presence of this equipment and the
telecasting and broadcasting of this trial in
any way detracted from the defendant's
continued page 138
Page 136 • May 13, 1957
Broadcasting • Telecasting
TRIAL JUDGE
"I do not regret having permitted it
[radio-tv coverage], and if it were
requested again in the proper case
I would again permit it."
PROSECUTING ATTORNEY
"I think that the trial was conducted
fairly, honestly and honorably and
would not have been conducted any
differently had there been no cam-
eras in the courtroom."
DEFENSE ATTORNEY
"Not once at any one period or stage
of the trial was the decorum of the
court, was the dignity of the court,
or was any procedure affected . . .
as a result of . . . televising."
THESE SIX RECOGNIZE RADIO-TV RIGHT IN COURT
THERE can be no more eloquent testimony for radio-tv's right
in the courtroom than the opinions expressed by six people — all
vitally concerned with the John Gilbert Graham trial.
Trial Judge Joseph H. McDonald unhesitatingly declared the
coverage in no way hampered the defendant's rights.
Prosecuting attorney Bert M. Keating likewise saw no disruption
to the processes of justice.
Chief defense attorney John Gibbons went further to say that
radio-tv's coverage was generally better than that of the press.
Jury foreman Ralph Bonar said radio-tv hadn't any effect on the
trial participants, in fact it was forgotten by most.
Gloria Graham, widow of the defendant, felt that the cameras
and microphones did not influence either the witnesses or the out-
come of the trial.
State Supreme Court Justice Otto O. Moore, whose report favor-
ing relaxation of Canon 35 permitted radio-tv coverage of the
Graham trial, said that the unobstrusive conduct of these media
justified his report's conclusion that cameras and microphones
should be admitted to courtrooms.
JURY FOREMAN
". . . People that are going to be
called for jury duty . . . have no way
of knowing what it is. I think that
the medium [radio-tv] is very, very
good to educate prospective jurors
in the future."
DEFENDANT'S WIDOW
Answering the question whether she
thought that the presence of radio
and television had anything to do
with the outcome of the trial: "No,
I don't think it did."
SUPREME COURT JUSTICE
Radio and television coverage of
trials "has and would tend to have
over the years a very definite influ-
ence in the realm of deterring
crime."
Broadcasting • Telecasting
May 13, 1957 • Page 137
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Page 138 • May 13, 1957
rights to a fair trial which, of course, is
paramount?
KEATING: Not in the least. I think that
the trial was conducted fairly, honestly, and
honorably and would not have been con-
ducted any differently had there been no
cameras in the courtroom.
Q: Well then, may we ask you .... Do
you think the television and radio stations
of Denver have demonstrated a sense of
responsibility which would qualify them to
cover future trials?
KEATING: Yes, I am sure they did. The
decorum of the court was maintained at all
times. There was no noise from cameras.
There was no confusion caused by camera-
men moving around the court. There was
no flash equipment used. I think that the
radio and television stations did themselves
honorably in this trial.
Q: In any trial, no one can be more
zealous in protecting the rights of the de-
fendant than his defense attorney. Here
were the impressions of Graham's chief de-
fense counsel, John Gibbons.
Mr. Gibbons, as the chief attorney for
the defense in the John Gilbert Graham
trial, do you feel that the rights of the
defendant were in any way violated through
the presence of television cameras and ra-
dio recorders in the courtroom?
DEFENSE ATTORNEY
GIBBONS: Well, as you probably recall,
Graham requested that I file an affidavit in
which we stated that we objected, and ob-
jected strenuously, to any canned or live
television of the trial itself.
Q: Right.
GIBBONS: However, during the trial I
can truthfully state that not once at any one
period or stage of the trial was the decorum
of the court, was the dignity of the court,
or was any procedure affected, in my opin-
ion, as a result of the televising of this case.
Q: Well, then, you do not feel that the
rights of the defendant were jeopardized by
our being there?
GIBBONS: No, I don't feel that they were
jeopardized save and except it has always
been my contention that a defendant has>the
right to determine whether or not he will be
televised or not be televised. In this case,
the court ruled that he did not have such a
right.
Q: Mr. Gibbons, did you see and hear
any of the television and radio coverage of
the trial?
GIBONS: Why yes— I did. I saw nu-
merous excerpts of the Graham trial at
home after the day in court.
Q: Well now, do you think that the re-
corded and the televised excerpts told ob-
jectively what was happening at the trial?
GIBBONS: As a matter of fact, in most
cases it was told far better than the daily
newspapers.
Q: Well now, do you think that trial
coverage such as was done then by the
Denver area stations has any educational
value for the public?
GIBBONS: Yes, I do feel that youngsters,
children in school, children of teen-age and
high school age were greatly benefited by
being able to take into their home or be
brought to their home, various excerpts in
the trial to show the actual functioning of
the court, to show the way a trial is con-
ducted.
Q: Do you think, conceivably, it could
serves as a deterrent to crime?
GIBBONS: I think that every time that
crime is mentioned, and it has brought the
raw justice to a person's home or to their
vision, anything that appears, even in print
or on tv, that shows what could happen to
a lad or a youth, or even a man or a woman
in the event they are charged with crime —
I think all of those items are great deter-
rents for crime.
Q: We talked to the person closest of all
to the defendant, his wife, Mrs. Gloria
Graham, to get her views of the trial cover-
age by radio and television.
Mrs. Graham, you're familiar, of course,
with the fact that radio microphones and
television cameras were present in the court-
room at the time of your husband's trial?
DEFENDANT'S WIDOW
MRS. GRAHAM: Yes, I am.
Q: Do you think the fact that television
was there and radio was there had anything
to do with the outcome of the trial?
MRS. GRAHAM: No. I don't think it
did.
Q: Do you think conceivably in any pos-
sible way, the cameras and the microphones
may have influenced the witnesses or the
jury in any possible way?
MRS GRAHAM: No, no — not at all.
Q: Do you think your husband had a
fair trial?
MRS GRAHAM: Yes, I do.
Q: Now, you are familiar, of course, Mrs.
Graham, with the fact that in the early stages
of the trial your husband had his attorney
submit an affidavit to the judge asking that
television cameras, film cameras that is be
barred from the trial? You knew that?
MRS. GRAHAM: Yes.
Q: Can you give us any reason why he
may have felt that way about it . . . why he
may not have wanted television in the court-
room?
MRS GRAHAM: Well, I think the main
reason was that there had been so much
publicity, and I don't think he was as con-
cerned for himself — the publicity for him-
self—as he was for the children and I and
other members of the family that would be
there at the trial. I think that had something
to do with it.
Q: Do you think as things finally turned
out, that television had any influence on the
publicity end of the trial one way or the
other?
MRS. GRAHAM: No, I don't think so—
but of course at the time we didn't realize
exactly what it was going to be all about.
Q: The FBI had no objections to the
filming and recording of the faces and voices
of its agents who appeared as witnesses for
the state — among them, Agent James R.
Wagoner.
(Testimony of FBI agent is from film rec-
ord of trial.)
WAGONER: He told us that on the day
that Mrs. King left for the Denver Motor
Hotel, Nov. 1, 1955, with his wife and son,
that he took Mrs. King's luggage out to his
car and opening the trunk of his car, he
placed her large tan suitcase in the trunk
and while opening the trunk, he placed the
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Broadcasting • Telecasting
May 13. 1957 • Page 139
FROM ERIE'S SHORE: RELAX CANON 35
MORE juridical voices have been raised
in behalf of broadcasting's access to the
courtroom. This time from Cleveland,
where WSRS in that city presented a
private screening of "Electronic Journal-
ism in the Courtroom" for the judges of
the Common Pleas Court of Cuyahoga
County.
Aftermath of the film presentation was
almost unanimous opinion by 1 1 judges
as well as representatives of the Cleve-
land and Cuyahoga County Bar Assns.
that Canon 35 should at least be par-
tially eased.
Some of the judges' comments:
Judge Felix T. Matia: "Anyone who
thinks newspapers, cameras and even tele-
vision won't be in the courtroom even-
tually, is just plain old-fashioned."
Chief Justice Samuel H. Silbert: "I'm
for relaxing Canon 35 to give me control
of my courtroom."
Judge Joseph H. Silbert: "I know
newspaper cameras can operate silently
and without distraction in a courtroom.
I'm not yet sure about television. But I
wish the Ohio Supreme Court would per-
mit me to let pictures be taken where it
would do no harm."
Several raised the issue of "the right to
privacy"; whether it is fair to witnesses
and jurors under subpoena to be tele-
vised against their own wishes. A few
were concerned about the possible effects
of the camera on the rights of parties in
court, particularly a defendant accused
of a major crime, such as was John Gil-
bert Graham in the Denver plane-bomb
case.
Those attending the WSRS filming,
however, went on record as saying they
didn't believe Mr. Graham's rights had
been prejudiced in any way and that his
trial was as fair as it would have been
even without any such media present.
WSRS President Sam R. Sague, who
arranged and moderated the showing as
well as the ensuing informal discussion,
declared that WSRS is preparing a formal
request to Chief Justice Silbert for per-
mission and a test case in court.
Mr. Sague, noting that radio is the less
conspicuous of the broadcasting media,
pointed out that radio could broadcast
the entire court proceedings and would
be more effective than any other media
dissemination.
"Comments by judges at the showing,"
he said, "were of the opinion that the
whole broadcast would be mandatory
rather than clips and parts which might
be interpreted by some as editorial. In
view of that, WSRS believes each case
should be broadcast in its entirety and is
processing its request in the courts on
that basis."
The Cuyahoga Court, largest in Ohio,
went on record more than a year ago in
favor of relaxing Canon 35 of the Ameri-
can Bar Assn. The canon was adopted
as a rule binding on all Ohio courts by
the Ohio Supreme Court in 1954.
AMONG those attending the WSRS presentation (1 to r) : William Weiss, represent-
ing the Cuyahoga Bar Assn.; Judges Felix Matia, Charles White, Earl Hoover, Sam
Silbert (chief justice), Roy McMahon, Benjamin D. Nicola, Arthur H. Day, J. J. P.
Corrigan, Joseph Silbert, William J. McDermott; WSRS President Sam R. Sague;
Andrew Pangrace, executive secretary, Cleveland Bar Assn.; Kenneth S. Nash, mayor
of Cleveland Heights; Judge William K. Nash, and Henry Speeth, president of the
county commissioners.
bomb in the trunk. He told us that he placed
the dynamite into a paper sack and that in
the center of the dynamite he placed the two
caps and that he tied a cord around the sack
and the dynamite for the purpose of holding
the caps in place. He said that he then con-
nected up the bomb to the timer and the
battery, and while Mrs. King's suitcase was
open in the trunk of his car, he placed this
bomb into her suitcase.
Q: Under the Colorado Supreme Court
ruling, the members of a jury were given the
right of refusing photography of themselves.
But at no time did any of them at the
Graham trial object. At the end of the
proceedings, the jury foreman, Ralph
Bonar, made these comments.
Mr. Bonar, I know that you were one of
the first jurors through the box there, and
a great number more went through. What
was their reaction to television coverage of
the trial?
JURY FOREMAN
BONAR: Well, I didn't hear a thing
against it. I guess I must have seen about
280 of them go through there, and I heard
not one comment against television in the
court.
Q: Well now, as foreman of the jury in
the Graham trial, did you or any of the other
jurors notice anything distracting about the
radio and television coverage?
BONAR: Definitely not. Frankly, I had
forgotten that it was there.
Q: That was after the trial was along?
BONAR: It was after the trial was along,
yes.
Q: You were aware to begin with that . . .
BONAR: I could see the booth in the
back, and I could see the cameras moving
around when we were moving in and out
of the courtroom. But outside of that, there
was no distraction.
Q: No distraction at all, then. Now, do
you believe that the radio-television coverage
had any effect on the witnesses or any of
the other participants in the trial such as the
attorneys, the judge, and so on?
BONAR: Well, of course, as far as the
witnesses are concerned I imagine that they
would be just a little nervous anyhow, but
I just do not believe the attorneys, the de-
fendant, or anyone else was conscious that
the cameras were there.
Q: Do you think that the coverage given
by radio and television in any way jeopar-
dized the rights of the defendant?
BONAR: I can see no way how it pos-
sibly could.
Q: There is nothing that it could do there
to take away from any of his rights?
BONAR: I cannot see. I really doubt that
the defendant was aware that the camera
was there.
Q: Mr. Bonar, what comment did you
hear following the trial — of the radio and
television coverage?
BONAR: Well, of course, I had no chance
to hear or see anything while I was on the
jury but I have had a number of friends and
a number of other people that have called
and they all seemed very, very happy to
have been able in some way to participate
in this trial. In other words, they did get a
good chance to see what was going on where
they wouldn't possibly have been able to do
it even if they had waited in line to get into
the courtroom.
Q: The courtroom itself was quite
crowded. They could only seat, I believe,
about ninety people in the courtroom?
BONAR: I believe that's right.
Q: And that was a small number that
would have been able to see it, compared to
the number that did on radio and television.
BONAR: Oh, yes.
Q: Now, do you believe there is any edu-
cational benefit from the trial coverage?
BONAR: Well, I think definitely there
was. The fact that children, teen-agers,
grownups, so many of them have never been
in a courtroom. They have no idea of court
procedure. You can take the people that are
going to be called for jury duty — they have
never been inside — they have no way of
knowing what it is. I think that the medium
is very, very good to educate prospective
jurors in the future.
Q: Here is trial judge Joseph H. Mc-
Donald. Judge McDonald, the Supreme
Court of Colorado, in its decision modifying
Canon 35, gave the judges the right to ex-
ercise their discretion as to whether radio
Page 140 • May 13, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
May 13, 1957 • Page 141
TO DISTINGUISH BETWEEN
is to distinguish between a billion dollars which a company may take in
as a total for a year's sales, and the seven cents profit left out of each dollar.
After Republic Steel pays
47.5t of its revenue for materials and supplies,
32.9^' of its revenue dollars for wages, and fringe benefits for 70,000 employees,
8.8^ for taxes,
3.5^ set aside as depreciation, depletion and amortization to provide the money
to replace old, worn-out machinery,
0.1 ^ interest on borrowed capital,
About H' is left out of each dollar, which is apportioned approximately:
— 3^ dividends to 90,421 stockholders
— At company growth through new facilities and products.
Many people, including some employees of the industry, erroneously believe
that steel profits are as high as 25 cents on the dollar.
Actually, Republic's profits of 7% are fairly typical of the steel industry.
REPUBLIC STEEL
General Offices • Cleveland 1, Ohio
Page 142 • May 13, 1957
Broadcasting • Telecasting
and television coverage should be permitted
at court trials. Now, what caused you to
grant the stations the right to cover the
Graham trial, which indeed was the biggest
trial this state has seen in many years.
TRIAL JUDGE
McDONALD: Well, there were many
factors which I considered before making
my final decision. First, of course, was the
Supreme Court decision. Secondly, I'd say
the fact that I could not justify exclusion of
any news media, under the decision. And.
thirdly, I suppose I could find no legal or
moral reason for not permitting such cover-
age in the trial.
Q: Now. Judge McDonald, you laid down
certain rules in granting access of radio and
television stations to the trial. Would you
outline them for us briefly?
McDONALD: Well, briefly, I recall that
I insisted that the people involved remain
in a fixed position. In the case of radio and
television in the booth, none of the person-
nel were to leave the booth until the court
stood in recess, and of course, no artificial
lighting was permitted — all the television
pictures were made with the natural lighting
and what artificial lighting then existed in
the courtroom.
Q: Were you able to see and hear any of
the television and radio coverage of the
trial, judge?
McDONALD: I heard none of the radio
coverage. However. I did see some of the
television broadcasts and newscasts. How-
ever, most of the time by the 10 o'clock
news. I was in bed during the trial.
Q: From what you were able to see, do
vou think the stations gave a fair reflection
of what happened at the trial?
McDONALD: From what I saw, I'd say
it was an excellent reproduction of what did
occur in the courtroom that day. And it
was very interesting to me to be sitting on
the other side of the bench during the view-
ing of these pictures.
Q: Do you think the public benefited in
any way from the television and radio
coverage, Judge McDonald?
McDONALD: I do. In view of the fact
very few people do get to see what goes on
in our courts. I believe this was an excel-
lent opportunity and from all reports that I
got from people who did view the accounts
on the television screen, they were greatly
pleased and somewhat surprised by the
pictures.
Q: Now, do you feel that the presence
of radio and television equipment in the
court hampered in any way the rights to a
fair trial for the defendant?
McDONALD: Obviously I don't, or I
wouldn't have permitted it. I don't feel that
any of his rights were violated by permitting
radio and television coverage.
Q: Well now. do you think this equip-
ment had any effect on the witnesses or on
the jury?
McDONALD: You will recall that I ad-
vised all witnesses and all jurors that the
proceedings were being covered by television
and radio. No witness objected. No juror
objected. Except, as you also recall, at one
point the defendant, when he took the stand,
did request that the cameras and the sound
equipment be turned off, and we honored
his request at that time.
Q: However, he submitted an affidavit
asking specifically for the barring of tele-
ELECTRONIC
JOURNALISM
IN THE COURTROOM
THIS is title frame from freedom of
access film which was produced by
Denver area stations.
vision coverage, but you did not grant that
request. Why was that, Judge?
McDONALD: I didnt grant that request
because I felt that the defendant himself,
as to the general over-all coverage of the
trial, has no rights in the premises, that it
was up to the court to determine whether or
not his rights were being violated and of
course. I felt they were not being violated
by permitting this type of coverage at this
trial.
Q: Well now. Judge McDonald, have you
had occasion to regret, then, the fact that
you did permit radio and tv to cover this
trial?
McDONALD: No, I do not regret having
permitted it. and if it were requested again
in the proper case, I would again permit
it — and of course, the cooperation of the
people who were involved, like yourself,
was greatly appreciated by the court.
HOW RADIO-TV IN DENVER ADHERES TO COURT ORDER
A SET of rules governing conduct of
broadcasters in reporting court proceed-
ings is used in Denver, where the Denver
Area Radio & Television Assn. has pio-
neered electronic journalism in the court-
room. The rules were drawn up after the
Colorado Supreme Court, in defiance of
the American Bar Assn.'s Canon 35 ban
on electronic reporting, had ruled the
media should have the right to cover
court proceedings under controlled con-
ditions.
NARTB's Freedom of Information
Committee is planning to set up its own
rules of procedure for guidance of all
broadcasters. These rules will incorporate
provisions of the Denver document, along
with the operating principles used by
broadcasters in covering court trials under
jurisdiction of the Kansas Supreme Court
and rules used in other areas.
Here is the set of rules agreed to by all
Denver radio-tv stations:
1. All tv and radio coverage of trials
must be pooled. Arrangements to broad-
cast or photograph a trial, arraignment,
argument on motion, or any other pre-
liminary hearing must be made through
the secretary of the Denver Area Radio
and Television Assn. Initial contact with
the presiding judge of the particular
court must be made only through the sec-
retary.
2. When the secretary has obtained
permission, make certain that the per-
sonnel who cover the proceedings contact
the judge and introduce themselves and
arrange to have the equipment set up
prior to the opening of court. Explain to
the judge what coverage is planned and.
if the judge raises objections, modify the
plans to meet his objections. Also, find
out from the judge whether arrangements
are to be made with the judge personally
or with his clerk or bailiff.
3. Always address the judge as "Your
Honor" or "Judge."
4. Always ask permission of the clerk
or bailiff to see the judge in his chambers.
5. Dress properly for court. A coat
and necktie are a must.
6. Regardless of how others may act
in court, all radio and tv personnel should
conduct themselves with dignity and do
everything possible to preserve the de-
corum of the courtroom.
7. Always stand when the judge leaves
or enters the courtroom and remain
standing until the judge has assumed his
position upon the bench or has left the
courtroom.
8. Formal proceedings in courtrooms.
other than trials or matters preliminary
thereto, such as swearing in ceremonies
of new judges, lawyers, etc., may be cov-
ered by radio and tv without contacting
the association's secretary. Prior per-
mission should be obtained from the pre-
siding judge and all other rules of con-
duct as set out herein must be observed.
If more than one station appears to cover
the proceedings, ask the court if he de-
sires pooled coverage. If he does — pool.
9. Individual appearances of judges,
attorneys, defendants, witnesses, jurors,
or any parties in chambers or outside the
courtroom should be handled with ex-
treme care and discretion but need not
be pooled. Always obtain prior permis-
sion from the judge for such coverage.
10. Do everything possible at all times
to make the coverage as unobtrusive as
possible and make sure that microphones,
cameras, and other equipment are as in-
conspicuous as possible. Care should be
taken to make any wiring needed as un-
obtrusive as possible.
11. Do not use microphones or other
equipment with visible station call let-
ters in the courtroom.
Your observance of these rules will in-
sure our being allowed access to the
courts.
Broadcasting • Telecasting
May 13. 1957 • Page 143
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PROGRAMS S PROMOTIONS
SO YOU'RE A NEWCOMER
IN THE COMMUNITY. . .
YOU have acquired a new radio property.
Your first question:
"What'll I do to exploit this new prop-
erty? How will I alert the market I serve
that a new, aggressive ownership and man-
agement has taken over?"
A glance at the FCC approvals in this
week's B*T will tell you now have joined
the hundreds of operators who face this
problem every year.
Experience gained by the management
of the new Imperial
Broadcasting Sys-
tem's key station,
KPRO Riverside,
Calif., may well
prove the basis for a
"do-it-yourself" dedi-
cation program,
which, with minor
modifications, lends
itself to practically
any radio commu-
nity.
Its main ingredi-
ents: several months
of planning; 30 days
the safety stickers. And a spot campaign
stimulated interest in the Treasure Hunt
during a 10-day build-up period. The rules
of the hunt, especially the "entry at one's
own risk," were published in the local news-
papers.
As an indication of the enthusiasm de-
veloped in high civic circles, the mayor,
city manager, fire chief, chief of police,
each of 14 dignitaries actually recorded
the clues broadcast every hour on the hour
for 14 days, each
WHEN you take over the reins of a
station the call letters and dial position
of which are already familiar to lis-
teners, how do you communicate to
the community that a "new look" in
public service and programming is
planned? Frank Danzig, president and
general manager of Imperial Broad-
casting System which recently acquired
KPRO Riverside, Calif., tells the pro-
cedures IBS followed in the Feb. 1-
March 1, 1957, period prior to KPRO's
rededication.
of actual execution;
a relatively modest cash outlay (for a market
of over 650,000) and elbow grease. That's
what went into the rededication of KPRO
as "Radio Riverside."
First consideration, in the planning stage:
how about changing the call letters? Here
was a station with a pretty stormy back-
ground, including operation in trusteeship
during the five years prior to our purchase.
Yet management decided that in an am-fm-
tv area so thoroughly saturated by stations
as Southern California, it would be fool-
hardy to toss out public recognition of call
letters developed over 16 years. The sub-
title "Radio Riverside" was added. It was
alliterative. It implied that this was the
city's own station (helpful at a time when
a rival new daytimer was in the process of
construction) .
Next came a "Treasure Hunt." It's lure,
a cash award (in our case, $500). To corral
police and civic support, it was linked to a
safe-driving campaign. Treasure Hunt en-
trants were required to sport a safety cam-
paign day-glo bumper strip on their vehicles
which read: "In or out of town, slow down,"
followed by KPRO's call letters and fre-
quency. Bumper tags were stuck on more
than 3,500 vehicles. Now two months later,
we believe 40% are still riding around town,
happily advertising the station in the name
of safety.
The local newspaper, the Riverside Press-
Enterprise, carried the story in a big way,
and the city's safety council, police chief,
and other authorities heartily approved the
campaign. New and used car dealers, all
station clients, were distribution points for
clue written in a
four-line jingle.
No actual cash
was buried. A cer-
tificate was planted
in the frond of a
palm tree. The tree
selected was in a lo-
cation which could
cause a slight, but
not serious traffic tie-
up in the final hours
of the hunt, and was
checked out in the
dead of night.
During the closing
hours of the hunt a photographer was hid-
den near the all-important spot. The result:
a picture of the winner which hit the paper
prior to the dedication luncheon.
The hunt, of course, was used to direct
attention to the big event, the actual re-
dedication exercise. This was a luncheon
in the historic Mission Inn. The guest list
included 400 of the top civic, educational,
and business leaders as well as past, present
and prospective sponsors. The station's
sales department was happily responsible
for 80% of the guests.
The Mayor declared the date "KPRO
Day" in a proclamation that read well in
the newspapers. A full-page ad, too, invited
public attention to the broadcast scheduled
from the luncheon. Considerable care was
taken in the seating arrangements, and a
minimum of KPRO and IBS executives
sat on the dais.
Because of Riverside's proximity to Holly-
wood, management was able to obtain Art
Baker as guest of honor. Page Cavanaugh
and his trio entertained, as did Roberta
Linn, NBC songstress. Talks by manage-
ment were held to a bare three-minute maxi-
mum, and guests were fed, entertained, and
we believe convinced, and on their way by
1:30 p.m., another record for breaking up
a business luncheon.
My talk, as well as that of Bart Ross,
vice president and general sales manager,
for the network, stressed dedication to com-
munity service, pledged new features, and
top programming for the finest entertain-
ment. KPRO Manager George Corneal in-
Page 144 • May 13, 1957
Broadcasting • Telecasting
Advertising Age
Keeps Us Alert''
says JOHN W. HUBBELL
Director and V ice-President
of Merchandising and Advertising
Simmons Company
'In this fast-moving marketing era, we need publications like
Advertising Age to keep us abreast of advertising and marketing
developments. Advertising Age does an excellent job of covering
all the major news thoroughly and factually/'
JOHN W. HUBBELL
Mr. Hubbell did display and advertising work
with the Colgate Co. and sales work with
the Butterick and Curtis Publishing Cos. be-
fore joining Simmons in 1929. Beginning as
promotional sales manager, he advanced to
promotional sales and advertising manager
before acquiring his present title. In 1942,
he was given a dollar-a-year appointment
with the War Production Board. This was fol-
lowed by three years in the army as Liaison
Officer with the Motion Picture Industry and
Chief of the Army Overseas Motion Picture
Service. Mr. Hubbell is an honorary life
director and former chairman of the Board
of Brand Names Foundation, a director of
the National Sales Executives Club and a
trustee for the American Fair Trade Council.
Keeping abreast of the latest advertising and marketing
developments is a "must" with most of the executives who are important
to you — and there lies a basic reason why you will find your top
prospects combing the pages of Ad Age every week.
The latest advertising-marketing news, sharp analyses of current
trends, factual reports on important developments: all carry weight in
shaping today's, tomorrow's and future decisions. It's Ad Age's
thorough and dynamic delivery of these every week that
makes it indispensable — not only to those who activate but those who
influence the important marketing and media decisions.
Simmons Company is just one example from AA's vast audience.
Broadcast has played an important role in Simmons' growth
and in establishing its famed "Beautyrest" mattress. In 1956, Simmons
ranked #73 among the top spot TV advertisers when it
invested over $1,140,000 in this medium alone.* Every week three paid
subscription copies of Ad Age keep Simmons' executives abreast of
today's fast-moving marketing. Further, 276 paid subscription
copies blanket its agency which ranked #J with broadcast
billings of $82,000,000** last year— Young and Rubicam.
Add to this AA's 37,000 paid circulation, its tremendous penetration of
advertising with a weekly paid circulation currently
reaching over 10,000 agency people alone, its intense readership by top
executives in national advertising companies, its unmatched
total readership of over 141,000 — and you'll recognize in Advertising Age
a most influential medium for swinging broadcast decisions your way.
*N. C. Rorabaugh Co. for Television Bureau of Advertising
** Broadcasting-Telecasting 1956 Report.
2 0 0 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
7 Year (52 issues) $3 480 LEXINGTON AVENUE • NEW YORK 17, NEW YORK
Broadcasting
Telecasting
May 13. J 95 7 • Page 145
PROGRAMS & PROMOTIONS
KDKA-TV'S LIGHT TOUCH INTRODUCTIONS
USING a zany host to burlesque the
theme of the upcoming film, KDKA-TV
Pittsburgh has gained a solid viewership
for it's late afternoon-early evening movie
package program, the station claims. The
show. The Big Adventure, runs from 4:45
to 7 p.m. and includes shorts, cartoons,
news and weather.
Live entertainment in The Big Adven-
ture is rehearsed to relate closely to the
main adventure film in a witty but effec-
tive fashion. For example, host Hank
Stohl preceded the first reel of a British
Colonial type movie by appearing on
stage appropriately dressed, and began
sniping at the revolting natives from a
rock. In the midst of the "battle" he
stopped suddenly to accept a cup of tea.
A good many sages, including the press,
were apprehensive about such a format,
the station said. But the February Nielsen
arrived, and KDKA-TV believes it may
have struck "a veritable vein of gold." It
gives most of the credit to Mr. Stohl for
"a complete wrap-around job" during the
program.
Garbed for piracy
Top gun for western
Colonial's teatime
The big break
troduced the entire staff.
The effect of this campaign was three-
fold: a renewal of public interest in the
station, a revival of sponsor interest in the
station's sales potential and a tremendous
and lasting upsurge in station morale.
The most accurate yardstick by which to
measure the company's effectiveness lays
in the gross sales figures. KPRO had been
enjoying relatively healthy grosses. Within
60 days of the month-long ceremony, sta-
tion billings increased 43%!
But, it was not all 'beer and skittles" —
management's consumption of aspirin
reached some high levels. And what would
be the worst possible thing that could hap-
pen on the day of a radio station's rededica-
tion?
You're right . . . .and it happened!
At 7:03 a.m. on rededication day,
KPRO's transmitter, with a record of six
months uninterrupted 24-hour service, blew
off the air. Deep in its technical bowels a
micro-micro farad condenser disintegrated.
To the great chagrin of all, the station re-
mained silent for the all-important 12 hours.
At the luncheon Art Baker quipped
"KPRO became so excited over its rededica-
tion it's just had a nervous breakdown."
But we'd do it again!
We'll happily trade a cost of about $3,000
and a bundle of jangled nerves for increased
station billings of 43%, plus the renewed
community interest in our operation. And,
comes the fall, we're planning on the same
treatment for KREO Indio, KYOR BIythe
and KROP Brawley, our other network out-
lets in Southern California.
WCBS Publishes Tabloid
WCBS New York published a four-page
tabloid "newspaper" to publicize This Is
New York, its new hour-long nightly radio
"spectacular." The paper, in its first and only
edition, contained articles describing every
facet of the new program (Mon.-Fri., 10-11
p.m.). Issues have been circulated to agency
timebuyers, trade press editors, and the staff
of CBS Radio Spot Sales, the station's na-
tional spot representative.
MBS Issues Timebuying Kit
TO facilitate the buying of time and pro-
gramming on Mutual, the network is pre-
paring a booklet for distribution to agen-
cies throughout the country. It will contain a
two-page chart ("Do-It-Yourself Table") to
enable agency personnel to calculate rapidly
the cost of a prospective buy, covering many
combinations. Titled Power of Radio Plan,
booklet gives cost information geared to new
MBS affiliates' contract.
Bill Stern to Tour Russia
A FLYING tour to Russia with 32 of his
listeners is scheduled for August 5 by Bill
Stern, WINS New York personality. The
station reported Mr. Stern has received
permission to tape impromptu interviews
with Soviet citizens in the streets, theatres
and factories in Moscow, Leningrad, Kiev
and Kharkov. Tapes later will be used on
Mr. Stern's three-hour morning show over
WINS.
Big Noise Announces Switchover
By KXOK Shows to 'New Sound'
SOME 10,000 St. Louis citizens came out
to a six-hour open house staged two weeks
ago by KXOK there. It was the climax of
several weeks' buildup by the station for its
"New Sound" in St. Louis, first heard April
29. "New Sound" features are high-fidelity
music, restyled newscasts, time and weather
reports and a series of "mystery sounds."
To alert listeners to the change, KXOK
sent costumed performers out on the streets
with portable radios and special "New
Sound" discs to pass out to the public. A
female flutist, dressed as Pied Piper, led the
curious to a cart full of KXOK souvenir
records; an organ grinder (playing a radio
tuned to KXOK instead of the traditional
organ) passed out booklets and records, and
HORN BLOWING PAYS
LESS than six months ago KTLA
(TV) Los Angeles operated without a
promotion department. It has one
now. In fact, by last week the station
could fill a 3 lb. brochure with ex-
amples of what its new department
has created.
The colorful presentation listed the
rush steps undertaken to launch the
promotion unit, including: a new sta-
tion logo, or signature for use in all
promotions; a variety of promotion
forms; a large audience-seeking cam-
paign employing billboards, radio,
newspapers, consumer magazines, and
bus benches; a popularity push by the
station and KLAC Los Angeles to
mention each other frequently in sta-
tion announcements; and singing ID's
on KTLA.
The station says the results have
been well worth the efforts, and claims
a 10% overall audience increase.
a duo of KXOK dancers, strolled the streets,
stopping at intersections to dance to KXOK
music.
Another feature of the week-long promo-
tion was a "New Sound Baby," born a
second after midnight April 29 at St. Joseph
Hospital. Taped interviews with the mother
and nurse were broadcast throughout the
day of the baby's birth. Full-scale use of
newspaper, outdoor and radio advertising
also heralded the station's switchover.
The 10,000 who braved cloudburst and
drizzle to come to the KXOK open house
were entertained by station personalities Ed
Bonner. Bruce Hayward, Bill Crable and
Peter Martin, the strolling acts, the Benny
Rader Orchestra and recording artists Tony
Bennett. Rusty Draper and Joy Layne.
KYW-TV's 'Summer's Special'
KYW-TV Cleveland has planned a "Sum-
mer's Special" campaign to benefit local ad-
vertisers and at the same time its listeners.
Contests are scheduled throughout the sum-
mer for the listeners. An advertiser is of-
fered a flat rate for the plan and is then
entered on the list of merchants that will
have entry blanks for the contests. The entry
blanks will be available only at the adver-
tisers' point-of-sale display. A full-page ad
in a trade magazine, on-the-air promotion,
billboards, car cards and newspapers are a
few of the ways KYW-TV plans to pro-
mote the name ("Summer's Special" on
KYW-TV). the events to be offered and the
participants. Among the prizes are a 21-
inch color tv set, a Thompson electronic
organ and a hi-fi four-speed record player.
WABC Sets Boating Show
WABC New York is presenting Boating
With Lew King, a 15-minute weekly pro-
gram on sail and power craft for the
amateur (Thursday, 8:30-8:45 p.m.). Shows
will include navigation, chart reading, boat
handling and places to go in the New York
area.
Page 146 • May 13, 1957
Broadcasting • Telecasting
Renee Reifel
She wants to know what we did with the 8401,518,000
Renee Reifel is a secretary in the marketing department of
Union Oil. She is also — through our Employees' Incentive
Plan — one of our 5.906 employees who hold shares in the firm.
This entitles her (along with over 65,000 other people who
own shares in Union Oil) to a report on the 66th year of busi-
ness of the 47th largest industrial company in the country.
In 1956 our customers paid us $401,518,000 — a new record.
How we spent it
We spent 72.1% of this— or S289.481.000— with over sixteen
thousand other companies and individuals with whom we do
business.
The more than 1000 tax collecting agencies took another
3.7%, or $14,830,000. This does not include the $74,120,000
we collected from our customers as fuel taxes and turned over
to governmental agencies.
Wages and other benefits for our workers and their families
amounted to 15.7%, or $62,966,000 of our income.
This left 8.5%— or $34.241.000 — as net profit. Slightly more
than half of these earnings — $18.261.315 — were paid in cash
dividends to Renee Reifel and our other 65,000 share owners.
The balance of our net earnings — equal to 4.0% of our
customers" dollars — we reinvested in the company in order
to stay in business.
The new ownership
It seems to us this report does more than give an account of
our stewardship to Renee Reifel and our other owners.
It points up the broader base of ownership of American
business. In the last four years, for example, the shareholders
of all companies listed on the New York Stock Exchange
increased by 33%. Union Oil did even better — 41%.
This could happen only in a freely competitive economy
that encourages and rewards individual effort.
your comments are invited. Write: The Chairman of the
Board, Union Oil Co., Union Oil Bldg., Los Angeles 17, Calif.
Union Oil Company
OF CALIFORNIA
MANUFACTURERS OF ROYAL TRITON. THE AMAZING PURPLE MOTOR OIL
Broadcasting • Telecasting
May 13, 1957 • Page 147
PROGRAMS & PROMOTIONS
KROC-TV Plugs Baseball
AS a means of promoting NBC-TV's cover-
age of major league baseball games each
Saturday, KROC-TV Rochester, Minn., dis-
tributed thousands of bags filled with pea-
nuts to viewers in the station's area. The
bags bore the imprint: "Grab a Goober and
Take a Gander at KROC-TV (NBC)
Channel 10 Rochester Major League Base-
ball Every Saturday Afternoon."
Hotpoint's 'Talking House7
RADIO-TV spot announcements and other
sales aids are being distributed to builders
participating in Hotpoint Co.'s new "Talk-
ing House" promotion to stimulate individ-
ual builder sales and promote the company's
Customline appliances in homes. Theme of
the co-operative advertising, merchandising
and sales promotion campaign, involving
firm's builder department, builders and local
telephone companies, is: "The whole town's
talking about the Talking House." Program
calls for a particular builder's model home
to be equipped with one of several play-
back recording devices for telling his sales
story. Among other sales aids are folders,
newspaper supplements, publicity packages,
point-of-purchase signs, directional arrows,
drop-in advertisements and, envelope
staffers. Campaign runs April through July.
WRVA Record Plugs Jamestown
IN connection with the eight-month James-
town Festival which commemorates the 350th
birthday of our nation, Carl Stutz, WRVA
Richmond, Va., personality, has written four
songs. The first, entitled "Three Ships,"
tells the story of the Susan Constant, God-
speed and Discovery, the three ships that
brought the first settlers to Jamestown. The
second is "Pocahontas," and the third, "The
Old Church Tower," a waltz which has a
boy-meet-girl theme and is set under the old
Jamestown Church tower. The fourth,
"Jamestown," is a tribute to the hardy band
of pioneers who came to an unknown shore
and is done in a march tempo. The songs
are recorded on a 45 rpm and are being
distributed by the station.
KULE Commercials Rhyme
KULE Ephrata, Wash., reports it put all
station breaks and commercials into rhyme
and broadcast them for a solid week at a
profit. The radio station said it wrote rhymes
for local firms — such as newspapers and
billboard accounts — that weren't usually
on the air. Some of them liked the idea and
signed up, thus bringing in new business.
WIMA-TV Promotes 'Cinderella'
IN connection with NBC-TV's presentation
of Cinderella ballet, WIMA-TV Lima, O.,
held a promotional contest for children, in
which they were asked to submit drawings
of their conception of the Cinderella coach.
The winners were taken to dinner by the sta-
tion, appeared on a tv program and were
driven to and from their homes in a Lincoln-
Mercury car, which was decorated as the
Cinderella coach.
PLAYBACK
QUOTES WORTH REPEATING
ADS THAT BACKFIRE
FROM The Geyer View, (April 10 issue)
published by Geyer Adv. Inc., New
York, commenting on the adverse effects
of some commercials:
WE spied on a covey of teenagers watch-
ing tv . . . and heard hoots of derision
that greeted most of the commercials.
At first we were angry. Then we saw that
certain commercials were watched with
interest and respect, and we realized that
their scorn wasn't for advertising as
such — it was for advertising that seemed
to insult their intelligence through soph-
istry or unbelievability or ham acting
or dullness or downright foolishness.
It reminded us that [this] is not only a
disservice to the particular advertisers,
but ... to everyone in advertising be-
cause it lessens respect for all advertising.
Britain's Commercial Television News
(April 12 issue) in a critique on "What's
Wrong With Tv Commercials?"
IT is possible to make extravagant
claims for the product and, on the Hit-
lerian principle that if you tell a thun-
dering lie often enough people will be-
lieve it, you will get away with it — but
only if your client has money to burn . . .
1 believe (and will continue to believe
until I see a shred of evidence to the
contrary) that people are far more likely
to buy a product which they associate
with feelings of pleasure than one with
• which they associate feelings of irrita-
tion.
A SELLING 'CLIMATE'
R. M. BUDD, advertising director of
Campbell Soup Co., speaking April 23
at the Los Angeles Advertising Club
RADIO and television programs have
provided us not only the means to reach
millions of people, but have provided
effective, wholesome commercial "cli-
mate" for our selling messages. Certainly
the believability. authority and acceptance
of the media, whether print or broadcast,
is an important element in the efficiency
of advertising.
INCONSTANT YARDSTICK
THE Yale Law Journal, January 1957,
citing the responsibility of the FCC and
noting several cases in which diversifica-
tion of interests of an applicant has been
considered
WHEN faced with the choice between
experience and diversification, the Com-
mission should note that while lack of
experience is cured with time, lack of
diversification is not.
. . . the FCC's failure to develop a
consistent affirmative policy has left the
status of diversification unclear. And the
Commission's repudiation of diversifica-
tion in the cases where that factor seemed
most relevant has undermined the health-
ier precedents set in less extreme cases.
OUR COMPLEX COMPLEX
THE Milwaukee Journal in an editorial
on an April 11 address by FCC Comr.
John C. Doerfer in that city.
ONE of the few bright spots in the news
Monday was a talk by John C. Doerfer
He spoke on the problem of "deintermix-
ing" television stations over the country.
What gave us a boot was the term it-
self. Deintermixture. How trippingly it
rolls off the tongue! How Shakespeare
would have loved to fit that baby into iam-
bic pentameter — "The multitudinous sets
deintermixed" leaps to mind.
But shall we stop there, Mr. Doerfer?
What about the people who are against
deintermixture? Certainly they deserve to
be called antideintermixturizationists.
That's exactly the same number of letters
as the old record holder, antidisestablish-
mentarianism, and it has the further ad-
vantage of meaning even less without a
paragraph of explanation. Or are we just
deintermixed up?
TV'S COST-PER-HOME
EDWARD F. LETHEN Jr., CBS-TV
director of sales development, speaking
May 2 at the Indianapolis Advertising
Club
IN America, advertisers support the tv
industry with commercials. What they
spend supports the networks which in
turn supply the programs. . . . Make a
guess in your own mind how much net-
work program service (including sus-
taining as well as sponsored) from all
three networks, costs the economy per
home per month.
The figure is $1.51 per tv home per
month. Do you think subscription tele-
vision could live on this? This figures out
at about one-third of one per cent of the
income of the average family."
RADIO'S NEW STRENGTH
THE Charlotte News, in an editorial
April 10, extending 35th anniversary
greetings to WBT Charlotte
AS a commercial property, radio trem-
bled under the shock of television. But
radio has learned to live with itself and,
in so doing, has actually increased its
audience and bolstered its potential.
There are more radio sets in America's
homes today than ever before. Even in
the age of television, radio remains a
pioneer.
Page 148 • May 13, 1957
Broadcasting • Telecasting
Psst! He needs an expert
And whenever you need dependable advice on
insurance there's an expert always available —
your local agent. He knows local conditions,
too, and is acquainted with problems like yours.
It is the business of a Capital Stock Company
agent or broker to see that you get the proper
insurance coverage and to help you if you have
a claim under your policy.
He is one of 200,000 independent local agents
and brokers in business for themselves, to
serve you.
Your local agent is nearby. He's handy when
you need him fast. You can talk to him any
time. He will see that you have the rierht kind
of insurance and the right amount, whether
it's fire or any other insurance. So. for quality
insurance service, see your independent local
Capital Stock Company agent.
NATIONAL BOARD OF FIRE UNDERWRITERS
A Seroice Organization Maintained by 220 Capital Stock Fire Insurance Companies
85 John St., New York 38. X. Y. • 222 W. Adams St., Chicago 6, 111. • 465 California St., San Francisco 4. Calif.
For quality, look jor this sym-
bol. Only an independent
Capital Stock Company agent
or broker max display it.
Broadcasting
Telecasting
Max 13. 1957 • Paae 149
She was watching WGN-TV at noon (along with 331,800 other boys and
girls). She was thrilled by the Lunchtime Little Theatre, designed by
WGN-TV to get "GEE!" reactions (Nielsen, March, 1957, 13.5%).
She had her mother buy the sponsor's product.
That's why Top Drawer Advertisers use WGN-TV.
Let our specialists fdl you in on some exciting case histories, discuss your
sales problems and advise you on current availabilities.
Put "GEE!" in your Chicago sales with
CHANNEL 9-CHICAGO
Page 150 • May 13, 1957
Broadcasting • Telecasting
from FAIRFAX CONE, -president, Foote, Cone & Belding
WHAT'S REALLY WRONG
WITH TV COMMERCIALS
Fairfax M. Cone; b.
San Francisco, Feb. 21,
J 903: educ. U. of Cali-
fornia. Joined San
Francisco Examiner
1926; became copy-
writer and account ex-
ecutive. Lord & Thom-
as, San Francisco. 1929.
With Emerson Foote
and Don Belding organized Foote, Cone &
Belding as successor to Lord & Thomas
1942. became chairman of board 1948.
president 1951. headquartering in Chicago.
One of most active leaders in agency adver-
tising affairs, he was chairman of American
Assn. of Advertising Agencies in 1950-51.
CRITICIZING advertising has been a popular intellectual
and professional exercise for as long as I can remember.
More often than not this takes the form of blasting what-
ever is advertising's current favorite device or technique: or
choosing a particular item of bad taste and calling this the
standard of the industry.
In the case of television, the ugliest use of the medium is
pointed to by the critics as its norm. This is unfortunate.
And it is also, obviously, unfair.
What many of the critics are talking about, incidentally,
is not the advertising so much as the products involved. Deo-
dorants would be a fair example. But one must not generalize.
The principal thing that is wrong with television commer-
cials in 1957 is only that some of the people who make them
have failed in 10 years or so to achieve a standard of excel-
lence that has eluded so many of the makers of printed ad-
vertising and their sponsors for something over 50 years.
We have the dull and the dreary in television commercials
just as we have in printed advertising. And I think we may
be disturbed by it a little more only because it is a little bit
harder to get away from. The television advertising experi-
ence is a total experience, whereas advertising in newspapers
and magazines usually occupies only a portion of the opened
pages, and outdoor advertising is only a part of the scene.
I have heard the complaint that too many television com-
mercials are nothing more than radio commercials with pic-
tures added. And it is true that if you turn off the sound
sometimes the pictures fail to make any point at all. But this
is only the same lack of creativity that keeps some printed
advertising pictures from adding any more than decoration
to the words that surround them. To be sure, this is too bad.
A Ship Sails Empty
But poor advertising is always too bad. For the oppor-
tunity that is wasted is gone forever. The contact has failed
to materialize into anything of value for anyone and there
is no salvage. It is like empty berths in a liner at sea.
Certain commercials simply are ordered and made by peo-
ple who will never be good advertising people in any medium:
they have no imagination. Others still are made by and for
individuals whose imagination is almost overpowering. In
them the possibilities of sight and sound together induce a
kind of delirium (which is at its worst when excited by French
movie shorts).
There also are the pitchmen for patent medicines and auto
polishes and used cars and real estate and furniture and cloth-
ing and the other things that pitchmen have always sold.
These. I must say. I kind of enjoy. I can see them and
hear them without ever venturing into the seedier parts of
the town. They remind me how lucky I am.
The commercials that really bother me are something very
different. These are the ones that waste not the opportunity,
but rather the medium: the advertising that belongs some-
where else.
It is simply not a fact that all advertising is more produc-
tive in television. What makes some seem to be is the matter
of scheduling. Television, like radio in its heyday, demands
continuity of the purchaser. He can't go in and out at will,
as in the various printed media, and he becomes, perforce,
a consistent advertiser. And usually a successful one.
When some of the other media owners realize what con-
sistency can do and insist upon it ( and make it attractive
rate-wise) some of television's current users will abandon it
for cheaper business cards and showcases.
The Resort to Trickery
When they do. the more interesting (and. I think, more
legitimate) advertisers will fill the little screen with much
more grace and greater effect. Just now we have a hodge-
podge. And almost everyone is forced to trickery in order
to be seen and heard.
What with the scheduling of sponsor commercials and al-
ternate sponsor commercials and spots and station identifi-
cation breaks for all kinds of people on even," station in even"
30 minutes, the jumbling of advertising is not unlike what
would occur if the advertising pages of Good Housekeeping.
Field & Stream and Popular Mechanics were intermixed.
One of these days many more advertisers will seek audi-
ences instead of only audience. Television, somehow, will
provide these. And advertising in the main will become more
sharply and pointed and more thoughtfully prepared.
Meanwhile, we have some patterns for excellent commer-
cials, particularly the clear, quiet demonstrations for demon-
strable products and the spirited minute-productions when no
demonstration is possible, to point the way.
These good commercials (and the ones that stick to their
allotted time — without prologue and epilogue) are pretty
wonderful. I think.
Even so, most of the advertising people that I know will
never be satisfied for long. Their respect for television and
its viewers and their own good names is much too great.
Techniques in television advertising wear out very fast.
Broadcasting • Telecasting
May 13, 1957 • Page 151
Watch the Fords Go Buy
THE Ford contract with CBS Radio amounting to approximately
$5.5 million gross billing could not have been better timed. It
was signed during National Radio Week.
Ford's buy is not a tinseled affair. It is for a firm 52 weeks starting
next fall with an option for another 13 weeks that could carry the
contract through 1958 — a major advertiser's insurance policy for
the future.
In radio's history, few sales to a major advertiser have been so
fully researched and analyzed. J. Walter Thompson Co. worked for
months in presenting network radio's story to the auto maker, in
terms of audience, homes, listenership, sets (including the important-
to-Ford auto radios), costs per thousands and media comparisons.
For the agency's client this was an awakening, and for the agency
itself it was back to school for a re-education in radio basics.
For some time radio's salesmen have been deploring the fact that
the vast numbers of radio-equipped automobiles are often forgotten.
It doesn't take long for the Ford people, though, to incorporate this
plus into their thinking.
Among radio's many advantages as an advertising medium is its
ability to sell, entertain and inform on a mass basis. Ford means to
do all three, having purchased a. radio package that is made up of
entertainment, news and personality selling. And with it, the adver-
tiser will retain identity with the programming. This radio tune-up
of Ford's advertising ought to spark similar interest elsewhere
among big advertisers.
To add to this renewed radio network activity by bellwether
national advertisers are the bright present and promising future of
spot and local business. The road ahead is clear and it appears that
radio sponsors can measure some very significant mileage by the
time National Radio Week comes around again next spring.
Regulation and Its Future
A SPECIAL Congressional investigating committee with a mission
ii and money is in spring training. Its assignment is depicted in
its name: "The Special Subcommittee on Legislative Oversight." It
has an initial budget of $250,000.
This committee is a pet project of House Speaker Sam Rayburn
of Texas. Speaker Rayburn is jealous of the prerogatives of Con-
gress. He has voted on the creation of nearly all of the independent
regulatory agencies. He knows they are arms of the legislative and
not the executive branch of government. He wants the investigation
to develop whether these agencies are now acting as Congress in-
tended when they were given life, or whether the bureaucrats are
running them in their own way, ignoring the Congressional intent,
or are subservient to the White House and the executive branch.
And that's where the FCC comes in. The inquiry is not directed
against the FCC alone. It will cover all of the independent regulatory
agencies, like the FTC, CAB, SEC and ICC. But, because of the
importance of the FCC's work, major attention focuses upon it.
The chairman of the committee is Rep. Morgan M. Moulder
(D-Mo.). a member of the House Commerce Committee, which
handles legislation dealing with most of the independent regulatory
agencies. The committee now is assembling its staff. It may be weeks
or months before it gets to the public hearing stage. Meanwhile it
will have access to the reports of the half-dozen inquiries, studies,
inquisitions and whatnot, now being conducted by House and Senate
committees and by the FCC itself, to help it formulate its own
agenda for its FCC inquiry. With the attitude of Congress what it is,
and with Speaker Rayburn's formidable support, it is likely this
committee can get all the money it needs.
Congressional interest in the functioning of the independent
agencies usually flares when there is split government — when the
executive branch is of one party and the legislative is controlled by
the other. That's the situation now.
Back in 1934, when President Roosevelt appointed Lame Duck
New York Democratic Congressman Anning S. Prall to the then
new FCC, he told him this was the "second most important job in
Washington." Sam Rayburn was then the chairman of the House
Interstate & Foreign Commerce Committee, which had drafted the
Communications Act of 1934 — the basic statute today.
Over the years, the partisan charge repeatedly has been made
Page 152 • May 13, 1957
Drawn for BROADCASTING • TELECASTING by Sid Hil
"Everything is fine at all our stations . . . although I did find a copy
of Newsweek in one of the reception rooms."
that the President, who has the appointive power, has "stacked" the
regulatory boards, thus paving the way for partisan influence. The
"opposition" in Congress has consistently contended that these
agencies were created as bi-partisan entities.
It's fool-hardy to contend, either during Democratic administra-
tion or Republican (and Mr. Eisenhower is the first GOP president
since the Communications Act became law in 1934), that the letter
and spirit of that law have been complied with. Regulatory decisions
have been influenced in the past and will be in the future until a
fool-proof system is found. And it may be that the system and the
laws are all right, but that the agencies are no stronger than the
men who run them.
Infallible Argument for Access
RADIO and television coverage of the murder trial of lohn
Gilbert Graham, one of the most widely publicized of the
decade, provides an answer to the American Bar Assn.'s Canon 35
that will tax the ingenuity of those who contend radio and tv have
no right of access to court proceedings.
A careful reading of the post-trial comments by principals in the
proceeding will leave little room to question the obsolescence of
Canon 35 and its ban against broadcasting of court proceedings.
The canon was adopted long before television joined the ranks of
mass media. Its existence 10 years after tv's commercial debut is
testimony to the reluctance of the legal profession to join the march
of civilization.
The district attorney in the Graham case, conceding the cameras
had no observable effect on conduct of the trial, added this significant
comment (see transcript of Graham trial comments, page 136):
"The people seemed to think that they were entitled to this sort of
coverage." The judge, defense attorney, defendant's widow, jury
foreman and others agreed that radio and tv had covered the trial
without jeopardizing justice or the decorum of the court.
Coming after the Colorado Supreme Court had ruled in favor of
modifying Canon 35 and after the defendant in the "greatest known
instance of mass murder" had been tried within range of camera
and microphone, the documentary evidence of electronic journal-
ism's legal role provides the perfect argument for broadcasters.
NARTB is wisely preparing a 15-minute film summarizing the
Denver incident. This will be available for broadcasting and for
showing to legal and civic groups.
The arguments on behalf of electronic reporting, as offered by
parties to the Graham trial, should be publicized in every com-
munity. State broadcaster associations are joining NARTB in plan- j
ning wide publicizing of the film and the written transcript. No
member of the legal profession who is ignorant of the lessons j
learned in the Graham trial is qualified to take a stand on behalf
of Canon 35 or to oppose electronic reporting in the courtroom.
Broadcasting • Telecasting
what do YOU buy?
KWK-TV serves one of America's richest areas with
annual retail sales of more than $3,101,128,000!
Grade B population alone includes more than 2,258,300
potential customers for your products or services.
Your KATZ man can keep you covered with the complete
story about the great St. Louis market and the
LEADER in St. Louis Television— KWK-TV!
|j KWK-TV has the best-known personalities in St. Louis
Television! Gil Newsome — Fred Moegle — Tom Dailey —
offering top ratings — low CPM — and the local touch for
YOUR campaign. Consider, too, the top-rated film
programs available for your SPOT campaign on KWK
Channel 4. Katz will keep you covered with this info!
OPERATION ID offers outstanding daytime availabilities
on the LEADER in St. Louis television— KWK-TV.
Fifteen ID's per week between 9:00 a.m. and 5:00 p.m.
for $412.50! Five across the board at 10:00 a.m. pull
a CPM homes of FORTY CENTS. Any time is a good-time
on daytime KWK Television. Pick your times now. Check
KATZ for availabilities in the KWK OPERATION ID.
By the way, the KWK-TV 5 & 10 PLAN offers 20 to 40%
discount on day time buys. Check Katz for details!
NEW YORK
DETROIT
BOSTON
SAN FRANCISCO
ATLANTA
HOLLYWOOD
DES MOINES
26"
EAR
BROADCASTING
TELECASTING
THE BUSINESSWEEK LY OF RADIO AND TELEVISION MAY 20, 1957 35* PER COPY
Tv commercials called on the carpet
Page 31
RETMA hears optimism for electronics
Page 48
FCC reins in on subscription tv moves
Page 62
Goldenson sees network balance in fall
Page 116
Commercials in a jam
Electronics on way up
Double-take on toll tv
"Understand there's
never a dull moment
for advertisers,
either."
In any of these 5 important markets
good time with the Storz Station.
every time is a
MINNEAPOLIS-ST. PAUL . . . with WDGY. March 1957 Niel-
sen shows WDGY first (NSI Area, 9 a.m.-6 p.m., Mon.-Sat.).
Latest Trendex ranks WDGY first all day. Latest Hooper and
latest Pulse have WDGY first every afternoon. Make sure
you're working with up-to-date data from the Twin Cities.
See John Blair or WDGY GM Steve Labunski.
OMAHA . . . with KOWH. First all day on all 3 Omaha sur-
veys. First on latest (March-April) Omaha Hooper. 40.99c first
place all-day average, latest Omaha Trendex. 246 out of 264
first-place daytime quarter-hours, on latest Pulse. Contact
Adam Young Inc.. or KOWH GM Virgil Sharpe.
KANSAS CITY . . . with WHB, First per METRO Pulse, Niel-
sen, Trendex and Hooper — first per AREA Nielsen and Pulse.
87% renewal rate among Kansas City's biggest advertisers
proves dynamic sales power. See John Blair or WHB GM George
W. Armstrong.
NEW ORLEANS . . . with WTIX. Month after month WTIX
maintains or widens its first place position in New Orleans
listening. First on Pulse (6 a.m. -6 p.m., Mon.-Fri.). And first
per latest Hooper. Ask Adam Young Inc.. or WTIX GM Fre<!
Berthelson.
MIAMI . . . with WQAM. Way out front. More than twice
the audience of the second station, per latest Hooper. Now
Pulse joins Hooper and Trendex in agreement: All three show
WQAM first— all day! See John Blair, or WQAM GM Jack
Sandler.
The Storz
THE
WHEELING
INDUSTRIAL EXPANSION
STORY BOARD
ANNCR: Wheeling is the center
of one of the fastest growing
markets in America — the boom-
ing Upper Ohio Valley . . .
Established Industry is Ex-
panding!— Weirton Steel Div.
of National Steel Corp. has
embarked on a vast expansion
program, creating steady jobs
for 13,500 employees.
New Industry is moving in! —
The gigantic Olin-Revere alumi-
num plant will cover 1,100 acres,
has already been replanned from
60,000 tons to 180,000 tons
yearly capacity.
Weirton will have the world's
speediest cold reducing tandem
mill, largest reheating furnaces,
widest slab yard, largest open
hearth furnaces in the industry!
Jttfa*
This new plant plus accompany-
ing power plants, coal mines,
and aluminum rolling mills will
require more than 4,000 neiu
employees . . . and attract many
other "satellite industries."
Wheeling is meeting the challenge
— with such new civic improve-
ments as this beautiful Ohio
River bridge and expressway
entry to the heart of the city . . .
"a station worth watching"
^f^p^jpF ^jjjj^ U"" *" "Kl" ^MP^
Wheeling 7, West Virginia
Increasing employment and
swelling payrolls mean more
spendable funds — for products
advertised on WTRF-TV, the
dominant television station in
the Wheeling market . . .
NBC
316,000 watts
Equipped for network color
For availabilities and complete coverage information
—call Bob Ferguson, V. Pres. and Gen. Mgr.,
or Needham Smith, Sales Mgr.— Wheeling Ex-
change—CEdar 2-7777 — or any George P.
Holli ngbery Co. Representative.
reaching a market that's reaching new importance!
CBS, NBC, and ABC
Television Networks
TV HOMES IN THE
WTHI-TV VIEWING AREA
NCS NO. 2 STUDY
WTHI-TV
TERRE HAUTE, INDIANA
BOLL1NG CO
LOS ANGELES,
NEW YORK CHICAGO.
SAN FRANCISCO. BOSTON
0
T.M -C6S-TV
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in Januarv and July bv Broadcasting Publicaiion-s, Inc., 1735
DeSales St., N.W., Washington 6. D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under Off of MaTch 3, 1879.
to
Based on N.CS. No. 2
KRLD
CBS
Radio - Dallas
delivers
More Listeners
More Coverage
than any other full-time station
in the entire state of Texas . • •
KRLD is the Only Full - Time 50,000
Watt Station in Dallas - Ft. Worth Area
KRLD does not share time and frequency with any
other station. One station — one order means greater
frequency discounts — full, accurate coverage at
minimum cost. KRLD is centrally located in Texas'
richest and most progressive area. Few natural bar-
riers impede its full-time 50,000 Watt signal, giving
you adequate coverage of the West and Southwest
at a lower cost per 1,000 listeners. For the best buy,
better buy KRLD. Check with a Branham man.
KRLD Radio CBS
The radio station of The Dallas Times Herald, owners and operators
of KRLD-TV, telecasting with maximum power from the top of
Texas' tallest tower. Herald Square, Dallas 2. The Branham Com-
pany, exclusive representatives.
JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
More listeners
More Coverage
less Cost per 1,000
COMBINED MAKE
KRLD
the biggest buy
in the biggest market
in the biggest state
Page 4 • May 0, 1957
Broadcasting • Telecasting
closed circuit
DELAYED DECISIONS • Never in re-
cent history of television have there been
so many advertisers who, although they've
bought time, have waited so long to select
their show entries for fall. Slow starters
to date include Max Factor, Chesterfields,
Speidel, Sunbeam, Marlboros, Pepsi-Cola
and Campbell Soup, among others.
B»T
ONE reason advanced for unprecedented
tardiness in fall show selections is growing
interdepartmental struggle at many agen-
cies between media and programming.
With increasing difficulty in time clearance,
media department has come into new emi-
nence, challenging programming for final
authority on show decisions. Another rea-
son for delay is natural hesitation result-
ing from spectacular number of show cas-
ualties among last season's contenders.
More than 30 programs have failed to
make return trip to the air for next season.
B»T
WDAF SALE NEAR? • Harold F. Gross,
president of WJIM-AM-TV Lansing,
Mich., reportedly will return to U. S. to-
day (Monday), cutting short European
vacation, to enter conferences regarding
possible purchase of Kansas City Star sta-
tions, WDAF-AM-TV. Lawyers represent-
ing Mr. Gross reportedly were in Kansas
City last week, talking deal in $10 million
class. Since report first circulated that
WDAF-AM-TV might be sold [B»T, April
8], several prospective buyers have looked
at properties, but Mr. Gross is said to
be first to reach contract drafting stage.
B»T
RKO Television this week plans to unveil
new national sales pattern for tv film. Its
formula: work with agencies before pilot
film is shot. Agency would aid in prop-
erty's creation, including advice on cast-
ing and scripts. Market research, exploita-
tion and merchandising would be worked
out for client before sale. Plans are to be
geared for spring 1958 buying season.
RKO Tv wants to become service opera-
tion for advertiser rather than producer
of pilots, which in addition to being ex-
pensive, may never be sold.
B»T
WINCHELL'S WORK • What's really be-
hind investigation of rating services by
Sen. Warren G. Magnuson (D-Wash.),
chairman of Senate Commerce Commit-
tee? Sen. Magnuson has refused to specify
reasons for his sending detailed question-
naires to all broadcast audience research
firms [B«T, April 1 et seq.], but it can now
be said authoritatively that he was urged
to look into field by Walter Winchell. Mr.
Winchell has been crusading against rat-
ings in his syndicated column ever since
his NBC-TV show was cancelled after few
performances early this season.
FEELING that newspaper columnists (and
readers) fail to understand and unwittingly
tend to distort "top tens" in radio-tv rat-
ings has led at least one rating service,
Pulse Inc., to consider discontinuing prac-
tice of issuing such reports to newsmen
generally. Like many advertisers, agen-
cies, performers and broadcasters. Pulse
thinks that publication in consumer press
of "top tens" or any other number with
arbitrary cutoff point does injustice to pro-
grams which may be only meaningless frac-
tion below select group.
BULL MARKET • Gvrations in stocks
identified with subscription tv mav be ex-
amined bv Senate Investigating Subcom-
mittee headed by Sen. Henry M. Jackson
(D-Wash.). Stock values of Zenith and
Skiatron have jumped since word got
around that FCC would approve tests of
toll tv. In first two months of this year
Zenith stock ranged from 92-98. It closed
last Thursday at 114V2. Skiatron, in 3V&-
3% range early in year, closed last Thurs-
day at 5Vs .
JACKSON Subcommittee, which to date
has held public hearings on purported
Civil Aeronautics Board leak last year,
also proposes to study FCC, FTC, ICC and
other quasi-judicial agencies. Subscription
tv aspect presumably is to determine
whether there were leaks which resulted
in "manipulation of stocks based on predic-
tions of favorable action."
PRICE RISE • Westinghouse Broadcast-
ing Co.'s $4.4 million purchase of ch. 13
WAAM (TV) Baltimore [B»T, May 13]
may turn out to be more than that by time
application is filed, FCC approves and
deal is consummated. Since purchase (to
be paid in Westinghouse Electric Co.
stock) was announced May 6, stock has
risen 25/s points. WBC-WAAM deal is
reminiscent of 1954 transaction whereby
Westinghouse bought ch. 5 KPIX (TV)
San Francisco for both Westinghouse stock
and cash, totaling $6 million. By time pur-
chase was approved by FCC, appreciation
in Westinghouse stock made deal worth
$7.5 million.
FCC is cracking down on tv construction
permit holders who have dragged then-
feet, some for years. Almost 40 uhf gran-
tees are due to be considered for deletion
in next week or two. Last year FCC re-
quested 80-odd cp holders to explain rea-
sons for delays in building. About half
of them showed evidence of having taken
some steps, many of these having operated
against vhf competition for periods rang-
ing from months to years before going
dark and reverting to cp status.
B»T
ROADBLOCK BUSTER • Its believed
means will be found to allay fears of some
manufacturers that their participation in
Television Allocations Study Organization
might involve antitrust risks (story page
9). FCC and industry representatives are
said to have developed method of resolving
antitrust question, consistent with Dept. of
Justice views.
B«T
NATIONAL Assn. of Insurance Agents,
New York, has postponed start of its first-
time radio-tv use from May to next fall,
probably November. Advertising budget
target for NAIA is $2 million, about half
to go into broadcast media, other half in
magazines. If $2 million is obtained (32,-
000 independent insurance agents through-
out country are being asked to contribute
from $50 to $3,000 depending on their
size) $400,000-800,000 would go into net-
work tv, $70,000-80,000 in network radio
and remainder into tv spot (one-minute
film commercials). Doremus & Co., New
York, is agency.
B»T
MEMBERS ONLY • Formation of 'The
Broadcasters Club" in Washington by
broadcasters and others professionally
identified with field is underway, with or-
ganizing committee busily at work.
Limited membership would include those
identified with profession in Washington,
along with non-resident members. Head-
quarters will be in Colony Building, 1737
DeSales Street, with food under manage-
ment of Colony Restaurant.
B»T
ORGANIZING committee includes Leon-
ard H. Marks, chairman; Harold E. Fel-
lows, Earl H. Gammons, Ralph W . Hardy,
Thad H. Brown Jr., James D. Secrest,
Robert K. Richards, George O. Sutton,
Ben Strouse, John S. Hayes, Carleton D.
Smith, Fred S. Houwink, Neville Miller,
James W. Seller, Joseph E. Baudino, Theo-
dore Koop, James W. Blackburn and
Everett L. Dillard.
B»T
CONTEST OVER CONTEST • Serious
pitch is being made by Junior Chamber
of Commerce to lure Voice of Democracy
contest away from NARTB and Radio-
Electronics-Tv Mfrs. Assn., other two co-
sponsors since contest began. Jaycees have
made similar gestures in past years, con-
tending local work of their chapters is
most important of contest operation. Ten-
year-old competition is generally con-
sidered one of most effective promotions in
American industry. If split with Jaycees
develops, one suggested alternative is to
let state broadcaster associations run lo-
cal VOD eliminations.
J
Broadcasting
Telecasting
May 20, 1957
Page 5
The very latest Pulse* shows WTIX with an even bigger lead over the next sta-
tion in 11-station New Orleans — first in the morning (19.0%), first in the afternoon
(19.0%) and first all day. Hooper continues to give WTIX top audience share in
every time period, with a first place 20.3%- all-day average.
Storz Station programming ideas and excitement have created a new New Orleans
listening habit, which in turn is producing a new New Orleans time-buying habit.
Next time the Young man calls, make him tell you the WTIX story. Better still,
give him a call— or talk to WTIX General Manager Fred Berthelson.
* 7 a.m.-o p.m., Mon.-Fri.
WTIX
New Orleans
WDGY WHB
WQAM
KOWH
WTIX
Minneapolis-St. Paul Kansas City
Miami
Omaha
New Orleans
Represented by John Blair 6
'< Co.
Representee/ by Adam
Young Inc.
Page 6 • May 20, 1957
Broadcasting • Telecasting
THE WEEK
IN BRIEF
ADVERTISERS & AGENCIES
Ads That Rap Competitors
— Two actions last week
could alter tv commercial
strategy involving slams at
rival products, which though
unnamed are obvious. FTC
slaps complaint on Rolaids;
Schick sues Remington-Rand.
Page 31.
Whacky Radio Spots — That's the way Stan Freberg does Zee
paper towel commercials, a formula that has won the affec-
tion of Crown Zellerbach. Page 34.
What Timebuyers Want — BBDO's Frank Silvernail tells
Pennsylvania station managers mere "numbers" aren't
enough. State group hears advertiser and station views on
operations. Page 52.
Tv's Most Artistic Offerings — Commercials for Ford
and Lincoln are rated the best in television by the nation's
foremost art directors. Seven others earn tv certificates of
merit. Page 114.
FILM
Happier Days at Guild Films — President Kaufman erases
memories of last year's lean profits, reporting sales for first
six months of this fiscal year come to $10 million, possibility
of $20 million for 12 months. Page 42.
A Leaning to The Law — ARB reports on the 10 leading
syndicated films in 10 major markets during April. In six of
the cities Ziv's Highway Patrol led; in two others, MCA-TV's
State Trooper was first. Page 46.
WNEW New York and paving way for acquisition of KTLA
(TV) Los Angeles. Page 74.
Ad Gains to Continue — President McGannon tells Westing-
house group that radio-tv's share of national budgets will ex-
pand. Sees economic progress. Page 74.
Radio on the Fire Front — New England stations chalk up
more records in public service broadcasts as forest fires rav-
age the area. Page 80.
NETWORKS
NBC Offers to 'Prove' Radio — Confident that ratings don't
show radio's true sales impact, network sets up fund to un-
derwrite sales-effectiveness studies for qualified advertisers.
Page 58.
MANUFACTURING
Business Barometer in Electronics — New York investment
counselors say RCA lost $6.9 million in color tv last year,
analyze other manufacturers. Page 70.
Manufacturers' Future Bright — Delegates at RETMA Chi-
cago convention see busy era ahead as automation, military,
color tv and portable radio-tv demands keep growing. Page
48.
INTERNATIONAL
RFE Blameless in Revolt — Radio Free Europe gets vote of
confidence from governments of 15 European nations, is
absolved of any "guilt" in last October's Hungarian upris-
ing. Council calls for an end to U. S. direction of RFE, seeks
European participation in financial support. Page 87.
SUBSCRIPTION TV
OPINION
That Toll-Tv Test — Four FCC commissioners huddle with
Chairman Harris of House Commerce Committee on pay
tv's future. Result appears to be hearing on some funda-
mental questions and perhaps another session with Con-
gressional leaders before further action on subscription
tv test. Page 62.
Hollywood — a Pay-Tv Patsy? — No, say New York invest-
ment advisors who claim Hollywood producers have nothing
to lose if subscription tv succeeds, that commercial tv net-
works will be principal victims. Page 40.
IN THE COURTS
RCA-NBC's Antitrust Suit — Government antitrust suit
against RCA-NBC involving radio-tv swap with Westinghouse
begins June 28 in Philadelphia. Main issue may be whether
Justice can set aside FCC grant. Motions argument hears
requests of RCA-NBC for information from government, with
Judge Kirkpatrick taking under advisement RCA-NBC de-
mand for minutes of 1956 Philadelphia Grand Jury. Page 66.
STATIONS
DuMont Wants The Limit — Stockholders back DuMont
Broadcasting's moves to build up its radio-tv station owner-
ship to FCC limits, approving $7.5 million record purchase of
Spread Your Chips in Tv — Don't bet your
roll on one big television show, counsels
Hank Fownes. The MacManus, John &
Adams executive — in B*T's Monday memo
— contends that smaller individual expendi-
tures, with more frequency, generally gain
better sponsor identification. Page 121.
Television's Better-Balanced Diet — Viewers next fall will
have a practically-new menu of tv fare. AB-PT President
Leonard Goldenson tells how networks drew on experience
and know-how gained through the years to prepare this
best-balanced schedule. Page 116.
DEPARTMENTS
ADVERTISERS & AGENCIES
. 31
NETWORKS
AT DEADLINE
9
OPEN MIKE
AWARDS
92
OPINION
CLOSED CIRCUIT
5
OUR RESPECTS
COLORCASTING
. 98
PEOPLE
EDITORIAL
122
PERSONNEL RELATIONS
90
EDUCATION
86
PLAYBACK
118
FILM
40
PROFESSIONAL SERVICES
73
FOR THE RECORD
97
PROGRAM SERVICES
. 74
GOVERNMENT
, 62
PROGRAMS & PROMOTION
. 94
IN PUBLIC INTEREST
28
RATINGS
33
IN REVIEW
. 20
STATIONS
74
INTERNATIONAL
87
TRADE ASSNS
50
MONDAY MEMO
121
UPCOMING
.106
Broadcasting
Telecasting
May 20, 1957
Page 7
nsas City
if you want to sell
the rock-n-rollers,
there's a place to go...
but if you want to sell
the whole family
it's KCMO radio
Basic CBS-50,000 W.
Joe Hartenbower,Gen. Mgr.
R. W. Evans, Commercial Mgr.
KCMO... One of Meredith's Big 4 . . . All - Fa m i ly Stations.
KCMO -Radio Kansas City 810 CBS
'R| Jj
:0
------
62C
590 CBS
Represented nationally by Katz Agency
Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines
Pago 8 • May 20, 1957
Broadcasting • Telecasting
at deadline
Ford's CBS Radio Saturation
May Alter Competitors' Strategy
CBS Radio and J. Walter Thompson Co.
may have opened autoland to network radio
for saturation-type buys on Ford Division
pattern [B»T, May 13] — particularly if
precedent-making Ford purchase clears sta-
tions. Manufacturers and their agencies said
to be riveting attention on Ford situation
(auto radio potentiality and "spread" per-
mitted on CBS Radio). Once CBS Radio
and Ford's JWT come up with substantial
clearance, it's believed "open season" for
radio salesmen will be on in Detroit. Mutual
already has made pitch to Chevrolet, via
Campbell-Ewald. In addition, these auto-
makers are expected to be approached (even
though some — Chevrolet included — already
are in network radio): Pontiac and Buick,
both of General Motors; Plymouth and
Dodge of Chrysler Corp.; Mercury and Ed-
sel of Ford Motor; Rambler of American
Motors, and Studebaker of Studebaker-
Packard. Import could be reversal from ra-
dio spot saturation to network radio spread
along Ford-CBS lines, or if radio sellers can
swing it, emphasis on both network and
spot.
TASO Warned Its Procedures
Could Invoke Antitrust Action
IUSTICE DEPT. has told Television Allo-
cations Study Organization, through FCC,
that if participating companies want to stay
out of antitrust trouble procedures better
be revised. Key change, it is understood,
would give FCC observers on committees
and panels voice in warning when commit-
tee or panel members get too close to sub-
jects where conspiracy might be alleged.
TASO board meets on matter May 23.
Antitrust-sensitive TASO members raised
question almost from first meeting, suc-
ceeded in persuading FCC Chairman Mc-
Connaughey to ask Justice Dept. for guid-
ance. Justice cited 1950 directive to govern-
ment agencies, essence of which implied
joint industry-government groups are better
than all-industry groups.
TASO Executive Director George R.
Town said Friday he was sure matter could
be worked out without changing nature of
work or causing any change in member-
ship.
MGM-TV Rings Up $2 Million
MORE than $2 million in two pacts for
seven-year lease of MGM feature film pack-
age by MGM-TV Div. of Loew's Inc. re-
ported Friday. Included were deals with
Westinghouse Broadcasting Co. on behalf
of WAAM (TV) Baltimore for approxi-
mately $1 million (pending FCC approval
of WBC's purchase of station) and full
library lease to WNYT (TV) Buffalo for
over $1 million.
Taylor-Reed First Weaver Client,
Takes 'Ding Dong' in 13 Markets
FIRST sale of Sylvester L. (Pat) Weaver
Jr.'s Program Service, new major-market tv
network, announced by Mr. Weaver today
(Monday). Representing gross billings es-
timated at $250,000, it's to Taylor-Reed
Corp. (food products), Glenbrook, Conn.,
for half-hour Ding Dong School three times
weekly for 52 weeks on live network of
eight cities starting July 1 and 13 cities start-
ing in October.
Program will be carried 10-10:30 a.m.
EDT, Monday through Friday. With Tay-
lor-Reed contract understood to encompass
three days per week, two remain available
for other advertisers. Agency is Hicks &
Greist, New York.
Ding Dong School, which was NBC-TV
morning feature during Mr. Weaver's ten-
ure as head of that network, will originate
live in New York, reportedly at WPIX
(TV). No stations were identified by Mr.
Weaver, but announcement said cities in-
volved, starting July 1, are New York, Chi-
cago, Washington, Philadelphia, Baltimore,
Cleveland, Cincinnati and St. Louis. To be
added in October: Hartford-New Haven,
Indianapolis, Milwaukee, Minneapolis and
Detroit. Negotiations for specific outlets in
these cities are still in progress.
FCC Meddling in Programs
Unconstitutional, Says Craven
FCC not only has no right to jeopardize
station licenses for program proposed to be
broadcast, but it is trampling on First
Amendment when it renews license because
station promises not to broadcast certain
type of program, Comr. T. A. M. Craven
said in concurring statement on WWBZ
Vineland, N. J., renewal earlier in week (see
page 64). He said Free Press guarantee pro-
hibits FCC's exercising previous restraint or
imposing will through processing procedures.
A GOOD TRIP EAST
PRODUCER Hal Roach Jr., in New
York last week, reported to be return-
ing to Hollywood with $10 million
gross billing in renewals and sales.
Mr. Roach's studio got renewal for
three current network shows — ABC-
TV's Telephone Time (American Tele-
phone & Telegraph Co.), Oh Suzanna
(Nestle and Helene Curtis), and Blon-
die (Nestle and Toni Div. of Gillette
Co.). It also signed distribution con-
tract with NBC's California National
Productions for Charlie Farrell Show,
and is understood to have made sale
with a leading advertiser for another
show.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business: for earlier news, see Adver-
tisers & Agencies, page 31.
HUNT ENDS • Pall Mall, through Sullivan,
Stauffer, Colwell & Bayles, N. Y., Friday
purchased MCA-TV's Manhunt mystery
series as replacement for Big Story on NBC-
TV next fall, Fri., 9-9:30 p.m.
MAKES MARK • A. C. Sparkplug, through
D. P. Brother, Detroit, late Friday signed for
ABC-TV's new Zorro series, beginning in
fall.
NEWPORT NEWS • P. Lorillard Co.'s
newest cigarette— Newport, filter-menthol
brand — will be expanding its initial cam-
paign in New York to Chicago, Los Angeles
and San Francisco starting June 7. Radio
and tv spots are used. Young & Rubicam,
N. Y., is agency.
EXPANSION PLANS • E. & J. Gallo
Winery, Modesto, Calif., understood to be
enlarging tv expenditures both on east
and west coasts. Already signing in Texas
and California markets for new syndicated
film properties such as Adventures of Mar-
tin Kane, Gallo also intends to expand New
York State and New England tv budget.
Gallo agency is Doyle Dane Bernbach, N.Y.
QUICK ACTION • Warner-Lambert,
N. Y., for Quick home permanent, placing
television spot announcements in about 50
major markets, starting May 27 for 20
weeks. Agency is Sullivan, Stauffer, Colwell
& Bayles, N. Y.
LOTS OF SPOTS • Armour & Co. (Clover
Bloom margarine), Chicago, through N. W.
Ayer & Son, N. Y., buying radio satura-
tion spot announcement campaign using as
many as 40 spots per day for one-week
campaign in southern markets.
Pabst Splurges on NBC Radio
IN WHAT NBC described as biggest satu-
ration buy any beer company has made in
network radio in five years, Pabst Brewing
Co. signed Friday for 13 weeks of "Imagery
Transfer" participations on NBC Radio's
Monitor, weekend service, and Nightline
(Tues., Wed., Thurs., 8:30-10 p.m.). Con-
tract, effective June 4, said to represent ap-
proximately $250,000 net billing to NBC.
Pabst will use 30-second and one-minute
announcements which, in line with "Imagery
Transfer" concept, play up key points of
themes already developed in other Pabst
advertising. Contract placed through Leo
Burnett Co., Chicago.
Broadcasting • Telecasting
May 20, 1957 • Page 9
PEOPLE
at deadline
KNTV (TV) Claims Film Squeeze,
Sues 2 Rivals, 23 Distributors
SUIT for $500,000 has been filed in Cali-
fornia Superior Court by ch. 1 1 KNTV (TV)
San Jose, Calif., against KRON-TV and
KPIX (TV) San Francisco and 23 film dis-
tributors and associated companies including
NBC and CBS subsidiaries. KNTV charged
it can't buy film because KRON-TV and
KPIX have sewed up film contracts for ex-
clusive use within 60-mile radius of San
Francisco, 40 miles north of San Jose.
Independent KNTV, owned by A. T.
Gilliland, charged it cannot buy films be-
cause of restrictive practices by two San
Francisco stations. In addition KNTV al-
leged both San Francisco outlets also are
buying films with first through fourth run
rights, and in some cases are building two-
year stockpile. It alleged KRON-TV and
KPIX, owned by San Francisco Chronicle
and Westinghouse Broadcasting Co. respec-
tively, do not put city grade signal into
San Jose-Santa Clara area. It asked for
double $250,000 damages as provided in
California's Business & Professions Code
and for court to enjoin San Francisco sta-
tions and film distributors from refusing to
sell films to KNTV.
Also named in suit were: Cinema-Vue
Corp., National Telefilm Assoc., Atlantic
Tv Corp., Cheryl T-V Corp., Greatest
Fights Inc., M. C. Pictures, Medallion Prod-
ucts, Studio Films, California National
Productions (owned by NBC), Quality Films,
Associated Artists Productions, CBS Tv
Film Sales, General Teleradio, Television
Programs of America, Masterpiece Pro-
ductions, Tv Films, C&C Tv Corp., George
Bagnall & Assoc., John A. Ettlinger Assoc.
(western representative for several film dis-
tributors), Loew's Inc., United Artists Corp.,
Music Corp. of America and Screen Gems.
Complaint also names additional unidenti-
fied corporations and John Doe persons.
Similar complaint was filed with FCC
in March 1956 by ch. 9 WMUR-TV Man-
chester, N. H., claiming Boston tv outlets
had secured exclusive film showing rights
encompassing Manchester, 75 miles north
of Boston. That complaint still pends FCC
action.
Pa. Broadcasters Elect Morgan
ROY MORGAN, WILK-AM-TV Wilkes-
Barre, elected president of Pennsylvania
Assn. of Broadcasters at Bedford Springs
meeting Friday (early story page 52). He
succeeds Thomas B. Price, WBVP Beaver
Falls. Other officers elected: George
Koehler. WFIL Philadelphia, first vice pres-
ident; Cecil Woodland, WEIL Scranton.
second vice president; Milton Bergstein.
WMAJ State College, secretary. Tom Metz-
ger, WMRF Lewistown, continues as treas-
urer.
Dividend Participation Plan
Set for Three NBC-TV Shows
ADVERTISERS on NBC-TV's Today,
Home and Tonight programs will be able
to secure additional advertising exposure
without extra cost when two new dividend
participation plans go into effect June 1, it
was announced Friday by William R. Good-
heart Jr., vice president, television network
sales, NBC. New plans will replace cur-
rent discount schedule applicable to three
programs and are as follows:
Plan I — Effective June 1 through Sept. 6,
advertisers will receive dividend participa-
tions when buying six or more paid par-
ticipations. Rate at which these dividends
will be earned will increase as number of
paid participations increases. Maximum
rate of one dividend participation for every
two paid particiDations will be reached when
20 or more paid participations are ordered.
For example, an advertiser purchasing 20
participations will earn 10 dividend par-
ticipations at no extra cost.
Plan II — Effective Sent. 9 through May
30, 1958, advertisers will receive dividend
participations when buying 12 or more paid
participations. Under this plan, rate at which
dividend participations are earned also will
increase as number of paid particiDations
increases. Maximum rate of one dividend
participation for every three paid partici-
pations will be reached when 30 or more
paid participations are ordered. For ex-
ample, an advertiser purchasing 30 partici-
pations will earn 10 dividend participations
at no extra cost.
WIRL-TV Given Setback
In Fight to Keep Ch. 8
WIRL-TV Peoria, 111., Friday lost another
round in its efforts to retain ch. 8, granted
last summer on conditional basis. FCC had
prohibited start of construction until com-
pletion of then-pending rulemaking proceed-
ings to make Peoria all uhf.
Friday's action denied WIRL-TV petition
for removal of no construction provision
and assigned station ch. 25, in lieu of ch.
8. Commission previously shifted ch. 8 to
Rock Island-Moline, 111. -Davenport, Iowa,
area [B«T, March 4]. Acceptance by WIRL-
TV of "instant grant [ch. 25] shall be
deemed to constitute surrender by grantee
of all asserted rights with respect to ch. 8."
Commission said.
Disney Gross Up $2.8 Million
CONTRACTS for production of $9.5 mil-
lion in tv film shows for use on ABC-TV
during 1957-58 season signed by Walt Dis-
ney Productions, Roy O. Disney, president,
said in report to stockholders for 26 weeks
ended March 30. He said package includes
26 new 60-minute Disneyland programs;
130 half-hour Mickey Mouse Club shows
SHERWOOD DODGE, national marketing
director. Foote. Cone & Belding, to Fletcher
D. Richards Inc. June 1 as executive vice
president and director.
CHARLES C. WOODARD JR., CBS-TV
assistant general attorney in charge of tal-
ent, program and facilities contracts, named
administrative assistant to Donald H. Mc-
Gannon, president of Westinghouse Broad-
casting Co. [Closed Circuit. May 13].
RICHARD E. FISHER, director of com
munity affairs for American Airlines, to Len-
nen & Newell, N. Y., as associate director
of merchandising responsible for activity on
American Airlines account.
HENRY A. GILLESPIE, midwest sales
manager of Screen Gems, named manager
of Chicago office of CBS Television Film
Sales.
WESTBROOK VAN VOORHIES, formerly
narrator for March of Time, joins Mutual's
newscasting staff in New York June 2.
and 39 episodes of new Zorro series. Gross
for 26-week period was $16,457,933, up
from $13,621,369 in same 1956 period. Net
was $1,532,391 compared to $1,418,850
year ago.
Balaban $650,000 Buy
Among Six Sales Announced
H. & E. BALABAN Corp. has bought L. A.
Benson stations WIL St. Louis and WWIL
Fort Lauderdale, Fla., for $650,000— $450,-
000 in cash and $200,000 in four-year note.
WIL is 5 kw on 1340 kc, WWIL is 1 kw on
1580 kc. If approved by FCC, acquisition
will give Balaban group fourth radio outlet;
it already owns WRIT Milwaukee and 25%
of KFBI Kansas City. Balaban also owns
50% of WTVO (TV) Rockford and of WICS
(TV) Springfield, both Illinois, and 100%
of WBMG (TV) Birmingham, Ala. Sale han-
dled by Hugh Norman & Assoc., Davenport,
Iowa.
Other sales announced Friday, all subject
to FCC approval:
• KFXD Nampa, Idaho (5 kw on 580 kc.
MBS), from Frank E. Hurt & Son to Everett
Wenrick, owner of KBOE Oscaloosa, Iowa,
for $275,000. Handled by Hugh Norman
& Assoc., Davenport, Iowa.
• KJAY Topeka, Kan. (5 kw day, 1 kw
night, on 1440 kc), from Robert Rohrs and
associates to Kansas City group including
Ed Schulz and Dale S. Helmers (KMBC
Kansas City account executives) for $150,-
000. Handled by Allen Kander & Co.
• WOOO Deland, Fla. (1 kw day on 1310
kc), from William Martin and B. F. J. Timm
to Herbert A. Saxe, New Haven; Oscar Sil-
verman, Waterbury, Conn., and Wally King,
WATR Waterbury program director, for
$76,000. Handled by Blackburn & Co.
•WNTM Vero Beach, Fla. ( 1 kw daytime
on 1370 kc), from Mrs. Naomi T. Murrell
(owner WKIS Orlando. Fla.) to Frank
Spiers. Atlanta. Ga., businessman. Handled
by Hamilton. Stubblefield. Twining & Assoc.
Page 10 • May 20, 1957
Broadcasting • Telecasting
Trinity University — a modern-struc-
tured college of arts ond sciences
attended by students from 45 states
and 1 8 foreign countries — helps to
set a new pace in apparel store tales.
Latest figures show San Antonio sur-
passes Columbus, Rochester, Louisville,
and Denver.
mm..u
ONLY ONE LEADER*
KENS-TV
SAN ANTONIO, TEXAS
REPRESENTED BY PETERS, GRIFFIN, WOODWARD, INC.
See the lnt^t — 4RR PTJIS.F ROR 4R AVCM
ZIVs
NBW, AU-NEW
The NEW Adventures of
MYSTERY- ADVENTURE SERIES!
starring Academy Award Winner
WILLIAM GARGAN
Get Martin Kane in your
market and you get TV's
most firmly established
mystery-adventure hero.
Wire or phone immediately
for a look at a truly gripping
audition and a comprehen-
sive sales plan.
NOW READY
TO MAKE
RATING
HISTORY!
riME IN CITY AFTER CITY !
li IH 1 Ui B a ] I M I [iU I P
Starring the U. S. MIDSHIPMEN AND
PFUGHT HOLLYWOOD TA
IN CHARLESTON, W. VA.
I EATS: I Love Lucy, Dragnet,
Mayhouse 90, What's My Line
ind many others. ARB. Mar.
1957.
IN NORFOLK
33.0 33.2
BEATS: Groucho Marx, Bob
Hope, Perry Como, Dragnet,
and many others. ARB, Mar.
1957.
IN ROCHESTER
SEATTLE-TACOMA
40.2 37.6
BEATS: I Lee Lucy. SS4.000
Question, Groucho Marx, Play-
house 90 and many others.
ARB, Feb. '57.
BEATS: Ed S. ' .n. I Love
Lucy. $64,000 Question.
Groucho Marx and many
others. ARB, Feb. '57.
IN PITTSBURGH
IN SAN FRANCISCO
38.0 23.9
BEATS: Playhouse 90, Wyatt
Earp, Arthur Godfrey, What's
My Line and many others.
ARB. Jan. '57.
BEATS: Arthur Godfrey, Lux
Video Theatre. Steve Allen,
Sid Caesar and many others.
ARB, Jan. '57.
IN COLUMBIA, S. C.
32.2
i EATS: Ed Sullivan, I Love
I ucy. $64,000 Question, Play-
house 90 and many others.
RB, Mar. '57.
IN BALTIMORE
25.1
BEATS: Dragnet, Phil Silvers,
George Gobel, Sid Caesar and
many others. ARB, Mar. '57.
IN SAN FRANCISCO
31.2
BEATS: Playhouse 90, Drag-
net. Arthur Godfrey, Phil Sil-
vers and many others. ARB,
Jan. '57.
IN CEDAR RAPIDS-
WATERLOO
56.5
BEATS: Ed S-"'va-v I Love
Lucy, $64,000 Question, Per-
ry Como, and many others.
ARB, Feb. '57.
IN PORTLAND
IN SEATTLE-TACOMA
49.8 22.1
BEATS: Perry Como, Bob
Hope, Playhouse 90, Disney-
land and many others. ARB,
Nov. '56.
BEATS: Arthur Godfrey, Play-
house 90, Phil Silvers, Lux
Video Theatre and many
others. ARB, Jan. '57.
IN BUFFALO
27.1
EATS: Groucho Marx, Perry
omo, Arthur Godfrey, Drag-
et and many others. ARB,
=b. '57.
IN MOBILE
37.5
BEATS: Ed Sullivan, Groucho
Marx, Jack Benny, Playhouse
90 and many others. ARB,
Feb. '57.
IN BALTIMORE
BEATS: Ed S.-.an. G-S'-fO
90. and many others. ARB,
Oct. '56.
IN JACKSON, MISS.
IN BALTIMORE
IN SACRAMENTO
30.7 40.7
25.4 25.2
BEATS: G-cj:rs Marx. Per-/
Como. Jack Benny, Climax
and many others. PULSE, Dec.
1956.
BEATS: George Gobel,
Video Theatre. Sid Ca.
Ernie Ford, and many otl
ARB, Feb. '57.
BEATS: A-"_r G::;'e, P ey-
house 90, Phil Silvers. George
Gobel and many others. ARB,
Feb. '57.
IN LAS VEGAS
53.9
EATS: $64,000 Question,
roucho Marx, Perry Como,
sneyland and many others.
}B, Dec. '56.
IN SAN ANTONIO
27.0
BEATS: George Gobel, Steve
Allen, This Is Your Life, Danny
Thomas and many others.
PULSE, Nov. '56.
IN BIRMINGHAM
35.8
BEATS: Groucho Marx, Drag-
net, Climax, Jack Benny and
many others. PULSE, Dec '56
IN SAN ANTONIO
30.2
BEATS: Dragnet, Arthur God-
frey, Steve Allen, This Is Your
Life, and many others. PULSE,
Nov. '56.
IN COLUMBIA, S. C.
38.9
BEATS: Ed Sullivan, I Love
Lucy. $64,000 Question, Jack
Benny and many others. ARB,
Mar. '57.
IN MOBILE
37.8
BEATS: Ed Sullivan, Groucho
Marx. Lawrence Welk. Jack
Benny and many others. ARB,
Feb. '57.
Not just one survey, not just one month, but
almost always! That's how often you find
Ziv shows at the very top of the rating lists.
So if you want the CONSISTENTLY BIG
AUDIENCE of a CONSISTENTLY HIGH-RATED
SHOW, join the big happy family of Ziv
show sponsors.
FROM THE 10P NAME
Ml CONWWIM
KROH is TV h SF
Page 14 • May 20, 1957 Broadcasting • Telecasting
IN REVIEW
DATE WITH THE ANGELS
THERE'S a wellworn path across many a
living room rug where the tv viewer prefers
to assert dial-twisting prerogative rather than
suffer through a film show in which the pro-
ducers insist on dubbing audience laughter.
And this provocation is even greater when
the ersatz reaction is not calibrated to the
quality of the humor.
This proved to be the greatest drawback
to Date With the Angels, which debuted
May 12 on ABC-TV. Betty White, familiar
to daytime tv viewers, stars in this series
about a young couple in their first year of
marriage. If the first show is a criterion, it
tends too often to lapse into hackneyed lines
and situations. Miss White handles her lines
well, but often when a raised eye or puzzled
expression should evoke a satisfactory
chuckle, there is a disconcerting wave of
audience roars.
This initial stanza concerned Miss White
as Vickie Angel, and her aspiring insurance
salesman husband. Their attendance at the
party of a socially-prominent figure (despite
the wife's fears that they may be out of their
element) produces the expected sequence of
embarrassments. The contrived remarks
about Vickie's fur and the Angels' 1946
model car, combined wtih other social faux
pas, managed to maintain the show's stand-
ard of mediocrity throughout.
The live commercials for the new Ply-
mouth were well done. At least this portion
was not marred by audience reaction.
Production costs: $35,000.
Sponsored by Plymouth Div. of the Chrysler
Corp., through Grant Adv. Inc., on ABC-
TV Fri., May 10, 10-10:30 p.m., EDT.
Regular Cast: Betty White as Vickie Angel;
Bill Williams as Gus Angel.
Producer: Don Fedderson.
Executive Producer: Fred Henry.
Director: James V. Kern.
Head Writer: George Tibbal.
MR. BROADWAY
TELEVISION'S current foray into the nos-
talgia of the twenties received a nice contri-
bution from "Mr. Broadway," colorcast May
1 1 on NBC-TV.
Particular credit must go to Mickey Roo-
ney, always under the handicap of a public
remembrance of him as brash, young Andy
Hardy or as Puck in "A Midsummer Night's
Dream." In portraying the immortal George
M. Cohan, however, the 36-year-old actor
excelled in those sequences that reflected the
more tragic events in the life of one of show
business' greatest names.
In the fine supporting cast, the efforts of
James Dunn, as the elder Mr. Cohan, and
Eddie Foy Jr. were especially commendable.
The production and camera work were
effective, permitting Mr. Rooney to step
from one set to the next as he narrated dif-
ferent phases in the life of Cohan.
As could be expected, the 90 minutes were
interspersed with Cohan song hits of yester-
year. Had everything else fallen flat, these
numerous offerings alone could have sal-
vaged the show.
One other high spot of the show was the
performance of Peter Gennaro, who not only
staged all the dances in the telecast, but did
a stellar job in an '"Indians and Trees" num-
ber with June Havoc.
Production costs: $250,000.
Sponsored by Swift & Co., through McCann-
Erickson, and colorcast on NBC-TV Sat..
May 11, 9-10:30 p.m., EDT.
Produced by Showcase Productions, Inc.
Executive Producer: Paul Feigay.
Authors: Samuel and Bella Spewack.
Director: Sidney Linnet.
Music Director: George Bassman.
Choreographer: Peter Gennaro.
Costume Designer, Noel Taylor; set de-
signer, James Russell; music and lyrics,
George M. Cohan: vocal director and ar-
ranger, Buster Davis; dance arrangements,
Johnny Morris; unit manager, Frank
Evanella; associate director, Marcia Kuy-
per; technical director. Jack Coffey.
Narrator: Garry Moore.
Featured in cast: Mickey Rooney, Gloria De
Haven, James Dunn, Eddie Foy Jr., June
Havoc. Roberta Sherwood and others.
BOOKS
LOOTVILLE by Benedict and Nancy
Freedman;,320 pp.; $3.95; Henrv Holt
& Co., New York, N. Y.
LOOTVILLE, according to the hero of this
latest "inside tv" novel, is a lizard pile
crawling with creatures bearing such lofty
titles as vice president in charge of radio-
tv, account executive, continuity writers,
etc. The object of their affection or the
king-lizard is the eminently-popular tv co-
median, Zane Cochrane. What happens when
this lizard pile slowly decomposes is the
basic plot of the Freedmans' story.
The hero is Pete ("love that Zoomar")
Munger. As cameraman No. 1, Pete feels
capable of "observing without participating"
but he overestimates his immunity to the
"loot." In fact, he spends three-quarters of
the novel trying to justify his partiality to
the green stuff. When he finally leaves the
lizard pile, tail slightly bruised but still in-
tact, the reader may wonder whether all
this was worth wading through 320 well-
written but tiresome pages. We will only
say that here's another book in the tradi-
tion— "great" is not a word that is applica-
ble here — of The Hucksters. Pitchman,
Tubie's Monument, The Great Man, ad
nauseum. Still, the authors are superbly
equipped to write about Lootville; they live
in it. Benedict Freedman is a former gag-
writer for George Burns and the other funny
men; both he and wife Nancy have made
plenty of loot from their best-selling Mrs.
Mike. Now there was a book!
FREQUENCY MODULATION RECEIV-
ERS by J. D. Jones; 111 pp.: Philosophi-
cal Library7, New York. $6.
WELL-TIMED to fit in with the resurgence
of frequency modulation broadcasting, this
slim volume concentrates entirely on fm re-
ception by giving a stage-by-stage descrip-
tion of the principles and operations of fm
receivers. It should be pointed out that this
is not a book for the high-fidelity "bug";
instead, it is written with the professional
engineer in mind.
VACATION TIME
IS
WFMJ RADIO TIME
In Youngstown, Ohio,
radio is plenty good in
the wintertime, but come
summer ... it is terrific!
Listeners enjoy good
music, news and sports,
and when summer comes,
it's welcomed all the
more. With more leisure
time to listen to radio,
and with the biggest per-
centage of people actual-
ly staying home for their
vacation, it's just plain
common sense to listen to
WFMJ radio.
So . . . Mr. Time-buyer,
line up your Youngstown
radio schedule for sum-
mer. WFMJ's low cost, to-
gether with its many
thousands of loyal listen-
ers, makes it your best
radio buy in the BIG
Youngstown market, 3rd
in Ohio.
Ask Headley-Reed or Call Mitch
Stanley, station manager for avail-
abilities and spot rates on Youngs-
town's BIG music and news station.
Youngstovvn's Good Neighbor Station
6i
I
WFMJ
NBC
YOUNCSTOWM, OHIO
Broadcasting • Telecasting
May 20, 1957 • Page 15
WT\y.'s Local, Award -Winning News
From South Florida
TELEVISION ^^^W
^^^^ NETWORK ^^^T
Basic Affiliate
THROUGHOUT THE DAY ... THROUGHOUT
THE WEEK WTVJ's AWARD-WINNING
NEWS PROGRAMS CONSISTENTLY OUT-RATE
THE COMPETITIVE SHOWS ... IN MANY CASES
• BY 4 ... 5 AND 6 TO 1
FLORIDA'S FIRST TELEVISI
S
ARB March: WTVJ again captures 82.6% of ALL Soul
Page 16 • May 20, 1957
Broadcasting • Telecasting
hows Obtain Top Ratings
r;
lewers
WTVJ TAKES GREAT PRIDE IN THE
NATIONAL RECOGNITION RECEIVED BY ITS
12 MAN NEWS DEPARTMENT ... AN INDICATION
THAT THE STATION IS SERVING ITS
COMMUNITY IN THE PUBLIC INTEREST
RTNDA "Gold Trophy
Award For Outstanding TV
News Operation in the Na-
tion." 1952
RTNDA "Gold Trophy
Award For Outstanding TV
News Operation in the Na-
tion." 1953
"HEADLINERS Award For
Outstanding Local News".
1956
Represented Nationally by
Peters, Griffin, Woodward, Inc.
STATION
rida Television Quarter-hour Rating "FIRSTS"
Broadcasting • Telecasting
May 20,1957 • Page 17
Agency Executive Sold on
Audit Bureau of Circulations
William C. Dekker
Vice President
McCann-Erickson, Inc.
New York City
"Our membership in the Audit Bureau of Circulations speaks
for our belief and confidence in that organization. We are happy
that Broadcasting • Telecasting elected to join the ranks".
B»T is the only paper in the vertical radio-tv field with A.B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B*T, with the largest paid circulation in
its field, is basic for subscribers and advertisers alike.
BROADCASTING
TELECASTING
THE BUSINESSWEEK!. Y OF RADIO AND TELEVISION
Use Joclpys^are
Busiest
V V/Jri the Detroit Ai
TOBY DAVID
6:45-9:45 a.m.
Mon. thru Fri.
Music, time, weather,
comedy! Everything to at-
tract listeners and keep
them listening at the
•wake-up hours.
BUD DAVIES
12:30-1 1:30-2
Mon. thru Fri.
Music in a pleasing manner
for early afternoon listeners.
Variety and guest interviews
with celebrities.
EDDIE CHASE
3:30-4:45 6:15-7
Mon. thru Fri.
Late afternoon and dinner
hour music for everyone.
Good listening for "rolling
home" motorists.
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
B RO AD CASTI NG
TELECASTING
THE BUSINESSWEEKIY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Argyll Campbell, Wm. R. Curtis,
Jacqueline Eagle, Jere McMillin, Ann Tasseff
EDITORIAL ASSISTANTS: Hilma Blair, Robert Con-
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LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
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SUBSCRIPTION INFORMATION
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Copyright 1957 by Broadcasting Publications Inc.
8OOkc.«0 Imiill MUTUAL
50,000 Watts - GUARDIAN BLDG., DETROIT
ADAM YOUNG, Inc. J. E. CAMPEAU
Nationnl Rf>o. President
Page 18 • May 20, 1957
Broadcasting • Telecasting
The BIG NEWS in Boston!
Radio Boston
fastest rising ra
station in Bosto
May 20, 1957 • Page 19
Outrates all
syndicated
San Francisco — highest rated
syndicated program (22.7, Pulse,
2/57) outrating George Gobel,
Gunsmoke, Zane Grey Theatre,
Jackie Gleason, Lux Video
Theatre, etc.
Twin Cities— highest rated syn-
dicated program in Minneapolis-
St. Paul (16.0, Pulse, 11/56) out-
rating Warner Brothers, Father
Knows Best, West Point, etc.
Outrates all competition in
Atlanta, Indianapolis, Portland,
Oregon, etc.
Stage 7's a dramatic anthology
which can do a fine-rating, fine-
selling job in your market, as it
is already doing in more than a
hundred others. Better check
Stage 7 for your market today.
Write, wire or phone collect for
availabilities.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
OPEN MIKE
Words of Wisdom Accepted
editor:
You may have noted that my criticism
["Myopia: It Handicaps Radio, Too" —
B«T, April 29] was very open and frank.
It has been very encouraging to observe the
favorable reaction it has had upon the
broadcast industry. Generally, people like
to hear about the good things rather than the
bad, but it is my honest belief that radio
people are interested in policing a few of
the bad elements within radio's structure.
The support of strong champions of radio
like yourself will do much to promote the
worthy cause for which we are fighting. Let's
keep the radio medium a prosperous busi-
ness.
Arthur S. Pardoll
Media Group Director
Foote, Cone & Belding
New York City
More Kroger Copies, Please
editor:
In your article on the success of Kroger's
[B»T. May 6]. I was particularly impressed
with the important role that radio now plays
in their operations. Could [you] provide me
with a dozen reprints?
Robert O. Moran
General Manager
WBEL Beloit, Wis.
editor:
Your article on the advertising of the
growing Kroger chain . . . will help in the
selling of some of the extra hard stores in
our coverage area. Please send me six copies.
Bob Stabler
KLVH
Pauls Valley. Okla.
editor:
. . . Send 50 copies of B»T May 6 with
the story on Kroger's advertising.
Maurice E. Oshry
Media Dept.
The Ralph H. Jones Co.
Cincinnati. Ohio
[EDITOR'S NOTE: Copies enroute.]
Belongs With South Bend
editor:
All of us thought "How Tv Stands in the
Top 125 Markets" [B»T, May 6] was ex-
tremely important. The heck of it is that
under South Bend, Ind., you list WSBT-TV
and WNDU-TV and left us out of the pic-
ture. It's the old problem of being located
10 miles from the major market which you
serve.
I suppose that you are plagued by detail
of this sort and yet an omission from the
"bible" hurts all of us who are trying to
serve the South Bend market.
Paul C. Brines
General Manager
WSJV (TV) Elkhart, Ind.
[EDITOR'S NOTE: This clerical oversight has
been corrected in our records.]
Those Top Tv Markets
editor:
Your writers indicate the top 125 tv mar-
kets [B*T, May 6] were based on tabulations
submitted to the FCC by ABC and CBS, and
stop at this point of distinction.
Imagine our bewilderment when we
checked through this list to find that six of
the markets are not even on the air and, in
addition, our Florence outlet [WBTW
(TV)] exceeds an additional 22 of the
listed markets in circulation based on NCS
#2 . . . Could your writers have confused
"metropolitan area" coverage with "total"
coverage?
Jack Burney
Manager, Research & Special
Services
Jefferson Standard Bcstg. Co.
Charlotte, N. C.
[EDITORS NOTE — B»T did not attempt to rank
the markets. We presented a compilation based
on the listings submitted to the FCC by ABC
and CBS during the allocations proceedings.
These were the only two such lists filed. For
television there is no single, numerical listing
of top markets that could be accepted by the
majority of broadcasters. Also we did not ex-
clude noteworthy markets because grantees there
were not yet on the air.]
The ABCs ^of Omaha
editor:
Although some weeks ago you ran the
news that KETV (TV) Omaha has signed
to be a primary affiliate of ABC-TV and
will carry its schedule live right from our
starting date in September, in B*T May 6,
you listed KMTV (TV) Omaha as the ABC
affiliate and KETV as an independent.
Eugene S. Thomas
General Manager
KETV (TV) Omaha
[EDITOR'S NOTE: The May 6 listing reflects the
situation as it is now with KMTV carrying ABC-
TV.]
Tripped by Transposition
EDITOR :
A 21 -gun salute to B*T for its fine Our
Respects in the May 6 issue. We stand in
agreement with the communications media
"journal without peers" in admiration for
one of Seton Hall U.'s finest alumni, Lew
Arnold. On the other hand, we stand in
amazement at Lew's ". . . having raised
funds at WOSU . . ." while on the staff
here at Seton Hall. While I'm certain our
fellow educators and broadcasters in Co-
lumbus, Ohio [where Ohio State U. oper-
ates WOSU]. would hardly take exception
to being inadvertently credited with an out-
standing alumnus, actually we at WSOU are
happy to say "we knew him when."
A I Paul Klose
Station Manager
WSOU Seton Hall U.
South Orange, N. J.
Approves Set Count Deletion
editor :
I applaud your decision to drop the tele-
vision set count in favor of authoritative dis-
tribution information now available [B«T,
May 6].
Roland Weeks
Manager
WCSC-TV Charleston, S. C.
Page 20 • May 20, 1957
Broadcasting • Telecasting
DICTIONARY OF SYN
Top .,^x X on the Totem Pole! Check production facilities.
Check local advertisers — use any measure you choose. You'll find WSM-TV to be
the number one station in the Nashville market.
Irving Waugh or any Petry man can supply the proof.
Channel 4, Nashville, Tenn.» NBC-TV Affiliate* Clearly Nashville's #1 TV Station
IRVING WAUGH, Commercial Manager* EDWARD PETRY & CO., National Advertising Representatives
WSM-TV's sister station - Clear Channel 50,000-watt WSM Radio - is the only single medium that covers completely the rich Central South market.
WSM-TV
Broadcasting • Telecasting
May 20. 1957 • Pase 21
you
don't
need
rose
colored
glasses
with
market
facts
like
these!*
Based on preliminary estimates. May 1 0, 1 957
Sales Management "Survey of Buying Power."
jWFAA-TV EFFECTIVELY
BLANKETS ALL THIS!
?f based on Television Magazine designation of the market.
£ substantiated by A. C. Nielsen's NSI reports.
POPULATION
FAMILIES
738,400
EFFECTIVE BUYING INCOME \ $3,852,123,000
RETAIL SALES I $2,919,846,000
«4
FOOD SALES t $ 614,385,000
GEN'L. MERCHANDISE
$ 460,457,000
APPAREL I $ 159,699,000
FURNITURE, HOUSEHOLD.
120,485,000
GAS STATIONS . . . $ 195,793,000
■
AUTOMOTIVE $ 670,332,000
DRUGS i $ 100,862,000
WFAA-
DALLAS
NBC-ABC, Channel 8
A television service of
The Dallas Morning News
Edward Petry & Co.,
National Representatives
CASE HISTORY-
SUPERMARKETS
It's no secret that fresh produce sales
have been weakening as fast as frozen
and canned foods have been strength-
ening. Except, that is, in the 26 Los
Angeles supermarkets of Von's Grocery
Company, where the downgrade slowed
in 1955, reversed itself with a slight
uptrend in 1956, and is continuing firm
in 1957.
Substantially responsible for the coun-
ter-trend are the trio pictured above,
creators of Von's produce department's
5-year-old daily radio program HOME-
MAKERS NEWS: Margee Phillips, KBIG
writer; N. H. Bolstad, Von's produce
supervisor; and Alan Lisser, KBIG pro-
gram director, who narrates the five-
minute feature of fruit and vegetable
information and practical food helps.
"Fresh produce is one area where a
store can create a personality for itself
. . . something impossible in standard-
ized brand label departments" says
"Buzz" Bolstad. "Our company has gone
to great lengths to build that personality
in each Von's market, and our KBIG
show enables us to translate it as an
image in thousands of consumer minds.
"Tests of HOMEMAKERS NEWS have
included offers of cooking booklets, in
which demand invariably exceeds supply;
sales checks, in which promoted items
have risen from 20% to 32%; and a
giftbag offer in which a supply of 25,000
was quickly exhausted."
Your Weed man is a prime source of
other case histories to help your evalua-
tion of Southern California radio.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-3105
Nat. Rep. WEED and Company
OUR RESPECTS
to Guy Maxwell Ule
A COLLEAGUE described Max Ule's recent appointment to the post of senior vice
president at Kenyon & Eckhardt as a triumph of research and scruple.
"He's the coming breed in advertising," the man insisted. "The slick gray flannel man
is on his way out."
A man of crusty conscience in a ready-made suit, Max Ule presides with tough bril-
liance and an open door over the following departments at Kenyon & Eckhardt: media,
tv-radio programming, research, promotion and marketing plans.
His elevation has been conceded generally as a recognition by the agency of the grow-
ing importance of marketing and research in advertising.
"We believe in research here," Mr. Ule has said. "Research working closely with other
professional marketing services and account management people helps to determine
whether or not we recommend radio and/or television in a given case. . . . Research
organizes the necessary factual materials to help us determine whether, basically, tele-
vision is a communication medium that fits individual clients' marketing needs.
"However, more important than any one particular specialty, is the interaction of
trained specialists in the marketing services working under the discipline of basic facts
that produces for Kenyon & Eckhardt the kind of challenging environment where men
insist on outdoing their previous efforts. Here, friendly but keen group participation
brings out our best thinking, burnishes it, and subjects it to the most critical review. In
my judgment, only a group of really dedicated people can accomplish this. It is this
dedication I think we have; it is our going challenge to expand it, to deepen it, to make
it an article of faith in the agency."
A thorough man and thoroughly dedicated to his job, Mr. Ule, working with his
marketing services colleagues, is in the process of completing a comprehensive volume of
principles and standards in marketing for the exclusive use of his staff. He explains this
project as "basic building blocks — an internal training document."
"Max," said one of his staff members affectionately, "is the last of the red-hot school-
masters."
Actually Mr. Ule, who was born Feb. 17, 1907, began his career as an instructor in
economics and marketing at the U. of Chicago where he did both undergraduate and
graduate work.
Referring to himself as a "low turnover individual," he held only two other jobs before
entering the agency field and has worked at only one other agency besides Kenyon &
Eckhardt. In lune 1940 after a stint as economist for the trade paper Building Manage-
ment he joined McCann-Erickson as manager of its research department.
Nine years later, in May 1949, he moved to his present location at Kenyon & Eck-
hardt, New York, as vice president in charge of research. Last year, in a key reorganiza-
tion at the agency, he was named a senior vice president in charge of four departments
including radio and television.
CURRENTLY the agency is represented on the air as follows: Ed Sullivan Show for
Mercury Division of the Ford Motor Co.; Producers' Showcase and Perry Como for
RCA Victor and Whirlpool Corp.; Adventures of Rin Tin Tin for National Biscuit Co.
and such television spot advertisers as Pepsi-Cola Bottlers, Lever Bros. (Instant Spry),
Beech-Nut Packing Co. and RCA Distributors. In radio, the agency has Lever Bros,
sponsoring Helen Trent, Young Dr. Malone, House Party and Ma Perkins; Bob and Ray
for RCA Victor, and Game of the Day for Quaker State, in addition to radio spot sched-
ules for Lincoln Mercury Dealers Assn., Mercury Division of Ford Motor Co., Ford
institutional, Lever, Pepsi-Cola Bottlers, Chase Manhattan. National Biscuit and Beech-
Nut Packing.
A great believer in the team principle, his captains include: lames S. Bealle, vice presi-
dent, radio-tv department; Joseph P. Braun, vice president in media; Bud Sherak, vice
president in research, and Stephen Dietz, vice president in promotion.
His door is never closed to them nor to the members of their staffs.
"I believe it my job to be available to any of my people at any time," he explained.
Summing up his working philosophy once, he said, "I don't say that I achieve it, but
it's my aim to act each day as though it were my last, and to study and learn as though
I were going to live forever."
Mr. Ule is a Sunday school teacher in the associate vestry of Christ Church in Rye,
New York. He lives in the town of Rye with his wife, the former Margaret Karahuta,
and their two children: Max Jr., 17, and Carol, 13.
An opera aficionado, he is particularly partial to Wagner. He is a devotee also of the
ballet and the legitimate theatre.
Page 24 • May 20, 1957
Broadcasting • Telecasting
First Resort ... for Resorters
When Michigan Moves Outdoors
WICIVIH
THE STATION THAT'S KEYED TO
SUMMER'S CAREFREE MOOD
KEY STATION
For All Home and Away, Night and Day
DETROIT TIGER
Baseball brings 'em to 1310 on the dial from
April through September . . . and what they hear
keeps 'em coming back for more . . . more of the
top newscasters, top disc jockeys and top sport-
casters that keep 'em tuning to WKMH all year
'round. Results prove . . . LISTENERS ARE SOLD
ON WKMH! And so are advertisers. It's the best
dollar buy in the rich Michigan market.
Dearborn
Detroit
5000 WATTS
FRED A. KNORR, Pres. JOHN CARROLL, Mg. Director
Represented by Headley-Reed
K N O R R
SAVE up to 15%
by Buying 2 or More of
these Powerful Stations
WKMH WKMF WKHM WSAM
Dearborn- Flint, Jackson, Saginaw,
Detroit Mich. Mich. Mich.
BUY ALL 4 STATIONS SAVE 15%
BUY ANY 3 STATIONS SAVE 10%
BUY ANY 2 STATIONS SAVE 5%
B R O A D C A S T I N G
Broadcasting • Telecasting
May 20, 1957 • Page 25
Follow-the-leader is a great game — for children. Grown-ups who play it
are mere lacklusters and lardbottoms. Especially in the business world. No doubt about it, you
can be a perfectly respectable mackerel simply by swimming along after your fellow-mack-
erel. But it's a whole lot more exhilarating to make your tidy buck by bucking the tide.
That goes for our business as well as yours. Traditionally in the TV film
syndication field, you're supposed to make your big deals first. Get off your production nut!
Go after a network sale! No soap? (Or cereals, or cigarettes?) Then make your pitch for the
giant regional deals. Only after that can you afford to sell smaller regional, or local, sponsors.
That's the going theory. And that's where we part company with all the other mackerel.
In our book, the local, regional and spot advertiser is strictly a first-
class citizen who needs, wants and rates first crack at first-class syndicated TV film products.
With this mad, impetuous notion, we sent our new syndicated submarine-
adventure series, "The Silent Service," down the ways. We aimed it straight at non-network
advertisers. And in only 24 days, we not only matched the heady dollar effect of a major net-
work deal, we topped it. Our biggest regional deal involved just four markets. We are off our
nut — and the biggest part of our potential still stretches out way ahead of us like a sunlit sea.
The syndication market a secondary one? Not so's CNP would notice. Prime
syndicated TV film properties for local, regional and spot advertisers exclusively — that's our
idea of a big deal. And it's working just fine. NBC TELEVISION FILMS
a division of CALIFORNIA NATIONAL PRODUCTIONS
FLEXIBILITY
There are all kinds, but in
Los Angeles television the
advertiser who takes the
cake is the one who grabs
the opportunities.
With KTTV, the flexible in-
dependent, the ability to
move quickly is normaJ.
even innate. That's why
KTTV has time and again
improved its advertisers'
positions in television by
swift, fortuitous moves of
programs into opportune
time periods.
That's why, also, KTTV is
the first— and the last-
place to check before you
decideonTVin LosAngeles.
KTTV's flexibility is the
perfect complement to the
turbulence that is Los
Angeles television.
In Los Angeles television,
be a flexible buyer.
Los Angeles Times-MGM
Television fl
Represented nationally by B LAIR-TV
Page 28 • May 20. 1957
IN PUBLIC INTEREST
L. A. Stations to Aid CP Assn.
ALL radio stations of the Los Angeles area
are joining in a concerted drive to help make
the fund-raising campaign of United Cere-
bral Palsy Assn. in that city an outstanding
success. From 7 p.m. Wednesday to 9 p.m.
Thursday the 23 radio stations will devote
all their public service time to this cause.
The last two hours of the concerted radio
effort will coincide with the Thursday eve-
ning doorbell ringing, the contribution so-
licitation of UCPA's Golden Deed Brigade.
WTIX DJs Aid Safety Campaign
WTIX New Orleans disc jockeys took an
active part in that city's safety campaign.
They went to a dangerous intersection and
acted as traffic directors to protect school
children crossing the street. The disc jockeys
—Larry Wilson, Mike Secrest, Ken Karlton
and Richard Fahey — were dressed in white
pith helmets, carried whistles and were ac-
companied to the intersection by the WTIX
mobile news unit. A series of direct reports
to the radio audience kept the city aware of
what was happening. As a result of the
campaign, the police department said it
would assign a patrol to protect the children.
WMGM Listeners Buy Ambulance
A fully-equipped ambulance, valued at
$4,000, was recently presented to officials
of the Knickerbocker Hospital in New York
by "Bi^ Joe" Rosenfield Jr., conductor of
the Happiness Exchange program over
WMGM New York (Mon.-Sun. 12 mid-
ni^ht-3 a.m. EST). Listeners to the program
contributed funds for the ambulance. Last
year listeners provided funds for a 20-bed
"Happiness Exchange" ward at the hospital.
KMTV (TV) Salutes Medical Education
KMTV (TV) Omaha recently presented a
live salute to Medical Education Week with
a special show, the story of Omaha's Chil-
dren's Memorial Hospital. The show traced
the course of a patient through successful
surgery, from the time he was admitted to
the completion of the operation. Viewers
were taken on a tour through the hospital
and into the operating room during the pro-
gram, entitled Thirteen For Billy Gray.
Auction on KCMC-TV
MORE than $10,000 was raised by the
Optimist Club of Texarkana, Tex., in a 13-
hour television auction on KCMC-TV
Texarkana. Proceeds from goods and serv-
ices contributed by local merchants went
into a fund to send members of the local
Boys Club to summer camp.
Donors Respond to WHB Appeal
A REQUEST for a rare type of blood,
needed for transfusions for a critically ill
Kansas City man, was aired by WHB Kansas
City, on the Eddie Clarke Musical Clock
program. Response was immediate, the sta-
tion said, and the necessary blood type was
obtained, saving the man's life.
UPSTREAM
Selling products is an upstream
battle in today's competitive
market. It takes power to make
headway ... to channel adver-
tising skillfully over shoals and
into homes of receptive prospects.
WSAZ-TV can do this for you
in the rich Ohio River market.
Blanketing 69 important coun-
ties with half a million TV
homes, its power is measurable
both in ERP and in viewer ac-
ceptance, persuasive selling.
No other medium approaches
WSAZ-TV's broad popularity.
Niel sen shows (for example) a
nighttime, weekday superiority
of 100,580 homes for WSAZ-
TV over the next-best station.
This kind of penetration and
preference gets advertising re-
sults . . . and can propel you to
new sales levels in America's in-
dustrial heart. Any Katz office
can help you harness WSAZ-
TV to get you upstream faster.
HUNTINGTON-CHARLESTON, W. VA.
sir.©.©.
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Broadcasting
Telecasting
WORKING PARTNERS
nam
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PELLEGRIN, Vice President
PAUL WEEKS, Vice President
RADIO
m 9
Digging for business is our business! We've made
it our business since the day when H-R was started by
a group of Working Partners. And because the H-R
partners are still working partners today, and our staff
TELEVISION made up of mature, experienced and sales
seasoned men, the stations we represent and the
buyers of time we serve, all know that when
H-R goes digging for business, "we always send a
man to do a man's job."
380 Madison Ave.
New York 17. N. Y.
OXford 7-3120
35 E. Wacker Drive
Chicago 1 , I Ilinois
RAndolph 6-6431
6253 Hollywood Boulevard
Hollywood 28, Calif.
Hollywood 2-6453
155 Montgomery Street
San Francisco, Calif.
YUkon 2-5837
416 Rio Grande Bldg.
Dallas, Texas
Riverside 2-5t48
101 Marietta Street
Bldg.
Atlanta, Georgia
JAckson 3-7797
520 Lovett Boulevard
Room No. ID
Houston, Texas
JAckson 8-1601
910 Royal Street
Canal 3917
New Orleans, La.
529 Pan American Bank
Bldg
Miami, Florida
FRanklin 3-7753
Broadcasting • Telecasting
May 20, 1957 • Page 29
Congratulations to the
KWKH WINNERS!
Here are the statistical wizards and speed demons
who were the first to name the three radio stations
in America which dominate their markets as com-
pletely as KWKH dominates Shreveport and its
entire NCS No. 2 area. Our KWKH checks totaling
$1500 have already been mailed to them.
MR. ROBERT GRAF
Ted Bates & Company
New York
MISS CAROLYN V. POSA
MR. ED. PAPAZIAN
Batten, Barton, Durstine & Osborn
New York
MR. MARVIN D. BERNS
J. Walter Thompson Company
Chicago
And what are the facts about KWKH's impact and domi-
nance? KWKH has 50% greater circulation than its nearest
competitor in the home county — 293% greater circulation
than its nearest Shreveport competitor throughout its NCS
No. 2 area — and this despite the fact that there are eight
radio stations in Shreveport, rather than just four or five!
Impressive as these figures are, they are only part of the
reasons why practically everybody chooses KWKH in the
Shreveport area — advertisers as well as listeners ! Ask your
Branham man for all the facts!
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
ARKANSAS
50,000 Watts • CBS Radio
The Branham Co.
Representatives
Henry Clay
General Manager
Fred Watkins
Commercial Manager
Page 30 • May 20, 1957
Broadcasting • Telecasting
B
BROADCASTING
TELEC ASTI N G
Vol. 52, No. 20 MAY 20, 1957
CAN TV ADS SLAM THE COMPETITION?
• No, says FTC. It says Rolaids ads are false, misleading
• No, says Schick. It sues Remington-Rand for $5 million
TV COMMERCIALS which cast doubts on
competing — albeit unidentified — products
came under fire in two quarters last week.
• The Federal Trade Commission filed a
complaint against American Chicle Co. say-
ing its commercials for Rolaids falsely dis-
parage competing alkalizers (and misrep-
resent both facts and the medical profes-
sion) .
• Schick Inc. sued Sperry-Rand Corp.
and its Remington-Rand division for $5 mil-
lion in damages, alleging that the competing
women's electric shaver disparaged in a
Remington commercial was a Schick shaver
or a model "exactly similar thereto."
The FTC's complaint
against American Chicle is
the fourth (and the most de-
tailed) it has issued since
establishing liaison with the
FCC.
Observers of both cases see
far-reaching effects should the
FTC and Schick win their
points. It is felt that affirma-
tive decisions could cause re-
consideration of many adver-
tising campaigns, especially
those which castigate "Brand
X" or "competing products."
Often, these observers say,
ads are produced in such a
way as to leave little doubt in
the buyer's mind whose prod-
uct "Brand X" really is.
The accelerated pace of ac-
tions against misleading com-
mercials has brought response
from other parties, too. The
Proprietary Assn. at its na-
tional convention last week
heard a stern warning that
government action is focused
on that business. And the f
American Pharmaceutical
Assn. appointed its own watchdog commit-
tee to report misleading advertising to the
appropriate government agencies.
ROLAIDS ON FTC CARPET
THE Federal Trade Commission, reported
some time ago to be stalking television's
man-in-the-white-jacket, last week opened
fire on the make-believe medic.
In a complaint based on reports of its
radio-tv monitoring unit the federal agency
charged American Chicle Co., Long Island
City, N. Y., with making false claims in its
Rolaids (alkalizer) television commercials.
The FTC alleged that ads falsely disparage
competing alkalizers and misrepresent the
medical profession generally by implying
medical endorsement. Portions of the official
complaint resemble advertising copy, detail-
ing offending pictures at the left side of the
page under a "video" heading and the
spoken continuity at right under "audio."
This, the fourth complaint based on work
by the radio-tv unit set up last fall, is the
most detailed to date on alleged visual de-
ception. The three earlier complaints result-
ing from work by the new unit were filed
THE FTC IS SKEPTICAL: This is a still from a tv commercial for
Rolaids, which last week drew a Federal Trade Commission
complaint for false and misleading advertising. The man in the
white jacket, who plays the role of a doctor, recommends the
product as superior to "old fashioned alkalizers." Wrong on two
counts, says the FTC: doctors generally do not recommend
Rolaids, and the product is not better than others.
last month against three others in the med-
icine field: Mentholatum Co. for Menthola-
tum Rub commercials on CBS-TV and NBC-
TV; Whitehall Pharmacal Co., Infra Rub
and Heet on CBS-TV and MBS, and Omega
Chemical Co., Omega oil on radio stations
[B«T, April 1].
The complaint against American Chicle
labels as "false" the advertiser's claims that
stomach acids can burn a hole in a table
napkin, that Rolaids are twice as effective in
neutralizing stomach acids as competitive
antacid preparations and that doctors or the
medical profession generally prescribe or
recommend Rolaids.
Rolaids commercials are seen on nearly
100 tv stations, and last year American
Chicle spent $372,300 in advertising that
product on spot tv, according to Television
Bureau of Advertising figures [B«T, April
8], The advertiser also sponsors portions
of Jim Bowie and Ozark Jubilee on ABC-
TV.
One challenged scene shows a liquid be-
ing poured onto a cloth napkin and then
shows a hole the liquid purportedly burned
through the cloth. The announcer asks, "Do
you know that concentrated
stomach acid . . . could burn
a hole in this napkin?" It
cannot, says the FTC.
Another shows Rolaids in-
gredients doing twice as good
a job neutralizing acid such as
found in the stomach as an
"old-style alkalizing ingre-
dient." Rolaids is not this
good, FTC claims.
A third scene cited shows
the man in the white suit ad-
dressed by another performer
who asks: "Doctor, how can
I get rid of acid indigestion,
pain and sour stomach?" The
'"doctor" replies: "Try to
avoid harsh, old-fashioned
alkalizers. Instead take Rol-
aids . . . based on a medically
approved principle to relieve
acid distress." Doctors or the
medical profession generally
do not prescribe or recom-
mend Rolaids, according to
the FTC.
Action against the white-
coated tv performers had
been expected for some weeks.
The pharmaceutical trade had been warned
of such a move by the FTC in a newsletter
of the Proprietary Assn.
American Chicle Co. has 30 days to
answer the FTC complaint, and a hearing is
scheduled for July 23 in New York before a
hearing examiner.
In two routine actions last week the FTC
lodged a complaint against Bond Stores inc..
New York, for alleged false claims in radio
and newspaper ads, and the federal agency
approved a consent order prohibiting Gen-
Broadcasting
Telecasting
May 20, 1957
Paae 31
ADVERTISERS AND AGENCIES
NOT ALL SINS ARE RADIO-TV'S
OF THE 23,351 advertisements termed
misleading by the nation's Better Business
Bureaus during 1956, only 635 were
found to have been radio ads, while a
lesser number — 594 — were seen on tele-
vision. This is revealed in the annual
report of the Assn. of Better Business
Bureaus Inc., New York. The report notes
misleading newspaper ads totaled 21,915.
Of the 23,351 ads, only 655 (2.8%)
were referred to "authorities" when vol-
untary correction was not obtainable.
Says BBB: "This was only a one-tenth
of one per cent increase over 1955 and
considered to be a good record." Again,
as in past, "bait advertising and false and
fictitious use of comparative prices were
the prime causes to question or act on
advertising in the merchandise field."
The report breaks down complaints
by cities and finds that the "instances of
service" were highest in Chicago with
New York City rating second. Other
cities claiming over 1,000 instances of
service included Kansas City, Milwaukee,
Cleveland, Detroit, Toronto and Denver.
During 1956, BBB had 1,257 public
service tv spots on the air that told of
its services, while 10,708 radio announce-
ments also were made,
eral Home Improvement Co., Brooklyn,
N. Y., from using bait or other false adver-
tising to sell its aluminum storm windows.
Bond, operator of more than 85 stores
around the country, was charged with mak-
ing fictitious price claims in connection with
special clothing sales. Higher prices quoted
by the advertiser for marked-down items are
not regular prices, says the FTC. Bond has
30 days to rep y to the complaint. A hearing
before an FTC examiner has been set for
July 16 in New York.
The consent order to General Home Im-
provement Co. grew out of an FTC com-
plaint, issued Oct. 31, 1956, charging the
firm with advertising storm windows at a
low price that represented not a bona fide
offer but a means to get leads for higher
priced items. The complaint also said that
$100 gift certificates awarded in a radio
"mystery melody" promotion were not worth
$100. The FCC adopted Hearing Examiner
Joseph Callaway's initial decision contain-
ing the consent order agreed to by General
Home Improvement. The settlement does
not constitute an admission of violating the
law.
SCHICK SUES FOR $5 MILLION
SCHICK INC., Lancaster, Pa., manufac-
turer of electric shavers, has found there are
other ways to skin a peach than by shaving
it. Last week, it slapped a $5 million damage
suit on Sperry-Rand Corp. and its Reming-
ton-Rand division, charging that the "other
lady shaver" used in one of Remington's tv
commercials — one that ripped a woman's
stocking — was none other than the Lady
Schick itself, or a model "exactly similar
thereto."
Legal action was instituted Monday when
Dunnington, Bartholow & Miller, Schick's
counsel, went into New York State Supreme
Court armed with Exhibit "A" — a film of a
Young & Rubicam-produced commercial
shown on CBS-TV's What's My Line? — and
asked for $5 million to offset the effect of
"false, disparaging, misleading and damag-
ing" advertising claims made by Remington-
Rand.
Specifically, Schick cited the What's My
Line? commercial of April 14, April 28 and
May 4 as having been "for the purpose of
deceiving the public and (Schick's) existing
and prospective customers as to the merits
of the Lady Schick." Not only was "Razor
B" a Lady Schick or a shaver very similar
in size and construction, Schick claimed,
but "both oral statements and visual presen-
tations created the inference that the Lady
Schick had rough edges like a razor." The
April 14 spot, in particular, created the
inference that the Lady Schick, "when used
on the legs . . . would tear a lady's stocking,
causing the inference thereby that it would
be equally damaging to the skin of a lady's
leg," the suit claimed. Counsel for the Lan-
caster firm declared that his clients would be
"irreparably injured and damaged" unless
relief was granted.
The pioneer electric shaver firm (it claims
also that Remington came out with its Prin-
cess after the Lady Schick had been na-
tionally introduced) spends $5 million per
year in advertising including all media. It
sponsors NBC-TV's Dragnet on an alter-
nating basis, and at one time also used the
Robert Montgomery hour-long dramatic
programs. Its agency, Benton & Bowles, is
new on the job, having picked up the ac-
count last month from Warwick & Legler.
Kenneth C. Gifford, Schick president,
said that on April 15, immediately following
the airing of the first objectionable com-
mercial, his firm protested to CBS-TV, fol-
lowing this up with a protest to Remington
itself. When no action was taken, he said,
the firm "felt it had to resort to legal action."
In a court order signed last Monday,
Judge Irving L. Levey directed Sperry-Rand
to appear in court Thursday to show cause
why an order enjoining the company from
continuing the "false, disparaging, mislead-
ing and damaging" advertising directed at
Lady Schick should not be issued. Francis J.
McNamara, vice president and general coun-
sel for Remington-Rand, asked for a post-
ponement until May 27, which was granted
to give the defendant additional time in
which to formulate its reply. However, Rem-
ington-Rand, taking into consideration
Schick's allegation that Y&R was preparing
additional commercials "similar to those
described," agreed to hold off featuring any
more of the offending ads until that date.
Remington-Rand spokesmen declined of-
ficial comment other than that "we are
studying the matter."
Young & Rubicam people working on
the account would not comment. During
much of last week, the creative staff involved
with the campaign was reported to be "in
conference."
THEY SAW IT COMING
PROPRIETARY ASSN. members at their
White Sulphur Springs, W. Va., convention
last week were warned of federal regulatory7
action against proprietary drug ad copy. Dr.
Frederick J. Cullen, medical consultant to
the association and its former executive vice
president, said that "under no circumstances
should the advertising agency and the sales
manager be the dominating factors in the
preparation of labeling and advertising, nor
should they be responsible for setting up re-
search programs. The latter is the job of top
management."
Dr. Cullen noted the new liaison agree-
ment between the FTC and FCC, and added
that FTC Chairman John W. Gwynne had
recently told a House Appropriations sub-
committee that many of the misleading ad
claims to be picked up by FTC's new moni-
toring system will have to do with drugs.
He quoted Comr. Gwynne as telling the
House unit that the stepped-up policing of
advertising for drugs and cosmetics will in-
clude the overly broad and false claims that
are made on the basis of preliminary favor-
able scientific reports. Dr. Cullen added: "I
know there are some who feel they must
'jump the gun' and make claims upon a
half-completed research program. But such
procedure can lead to great difficulty if
subsequently the second half of the report
proves to be unfavorable."
Dr. Cullen said the whole proprietary-
drug industry is "unfortunately sometimes
condemned for the sins of a few" fringe-
type operators, adding: "I feel that certain
claims made in advertising are based on a
type of research which consists of a few well-
designed experiments — as well as a limited
amount of biased review of the literature —
the purpose being to find the obscure state-
ments which may support claims . . . This
type of advertiser realizes that at times gov-
ernment machinery is extremely slow in op-
eration, and is content to use questionable
copy until the government catches up with
him. By that time, he has another 'theme'
prepared and is ready to go ahead — and per-
haps under another name — until caught
again."
INTRAMURAL MONITORING
THE American Pharmaceutical Assn., pro-
fessional society of pharmacists, has "round-
ly condemned" misleading drug ads and is
appointing a "watchdog" committee from
its membership to monitor advertising of
drug and pharmaceutical products. Those
making exaggerated and misleading claims
will be reported to the Federal Trade Com-
mission, APA said.
At the association's 104th national con-
vention in New York earlier this month the
APA House of Delegates resolved "that the
advertising of drug products by radio, tv,
newspapers or other media which tends to
mislead the public or raise false hopes with
Page 32 • May 20, 1957
Broadcasting • Telecasting
regard to cure, mitigation or prevention of
disease, be roundly condemned, and be it
further resolved that pharmaceutical manu-
facturers, pharmacists and others indulging
in advertising drug products by radio, tv
and other means of communication be cau-
tioned to exercise due restraint in the char-
acter of their statements to the public; and
be it further resolved that unethical, untruth-
ful and unwarranted statements such as are
frequently noted, be referred to the Federal
Trade Commission or other agencies having
supervision over advertising."
As it was originally drafted, the resolution
applied only to radio and television, but an
amendment was offered and passed to in-
clude newspapers and other media.
John B. Heinz of Salt Lake City, chair-
man of the APA Council, is setting up the
committee, according to Dr. Robert P.
Fischelis. secretary-general manager of the
association in Washington. Plans for mon-
itoring and other phases of committee opera-
tion are to be announced.
LATEST RATINGS
PULSE
Tv Report for March 1957
TOP 20 WEEKLY SHOWS
Rank
Rating
1.
/ Love Lucy-
38.3
2
Ed Sullivan
37.1
3.
Play house 90
32.9
4.
G.E. Theatre
32.7
5.
$64,000 Question
32.1
6.
Alfred Hitchcock
31.4
7.
Climax
30.9
8.
Godfrey's Talent Scouts
30.5
9.
Jackie Gleason
30.3
10.
You Bet Your Life
29.9
11.
Burns and Allen
29.5
12.
Phil Silvers
29.4
13.
Perry Coino
28.6
14.
December Bride
28.2
15.
Red Skelton
28.2
16.
Lineup
28.0
17.
What's My Line
27.8
18.
I've Got A Secret
27.3
19.
$64,000 Challenge
27.3
20.
Person To Person
27.0
TOP 10 MULTI-WEEKLY
Rai
k
Rating
i.
Mickey Mouse Club
20.8
9
Queen For A Day
12.4
3.
CBS TV-News
12.0
4.
NBC-News
11.3
5.
Arthur Godfrey
10.8
6.
Art Linkletter
10.8
7.
Catpain Kangaroo
10.3
8.
Modern Romances
10.3
9.
Guiding Light
10.2
0.
Search For Tomorrow
10.0
Radio Report for Two Weeks Ending
April 6
Total Audience (Homes-000)'
Evening, Once-a-Week (Average) (525)
1. Jack Benny 1.670
2. Gunsmoke (Sun. 6:30 PM) 1,383
3. Our Miss Brooks 1,336
4. Our Miss Brooks 1,240
5. Gunsmoke (Sun. 6:45 PM ) 1.193
6. Mitch Miller (8:10 PM) 1,049
7. Academv Awards 1.002
8. Mitch Miller (8:20 PM) 906
9. 50th Anniversary Musical 906
10. Sports (Sun. 8:45 PM) 811
Evening, Multi-Weekly (Average) (668)
I. Lowell Thomas 1,288
2. News of the World 1,240
3. One Man's Family 1,145
Weekday (Average) (1,097)
1. Ma Perkins (2nd Half) 1,765
2. Ma Perkins (2nd Half) 1,765
3. A. Godfrey (1st Half) 1,670
4. Young Dr. Malone (2nd Half) 1,622
5. Ma Perkins (1st Half) 1,622
6. House Partx 1,622
7. A. Godfrey 1,622
8. Helen Trent (2nd Half) 1,622
9. Nora Drake (2nd Half) 1,622
10. House Party 1,574
Day, Sunday (Average) (429)
[. Woolworth Hour 1,193
2. Robert Trout 1,145
3. Johnny Dollar 1,002
Day, Saturday (Average) (620)
1. Gunsmoke (12:30 PM) 1,574
2. Gunsmoke (12:45 PM) 1,479
3. Sports 1,288
' Homes reached during all or any part of
the program, except for homes listening only
1 to 5 minutes. For a program of less than
15-minute duration, homes listening 1 min-
ute or more are included.
NOTE: Number of homes is based on 47,700,-
000 the estimated March 1, 1957 total United
States radio homes.
Copyright 1957 by A. C. Nielsen Company
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B*T tv ratings roundup. Infor-
mation is in following order: program
name, network, number of stations, spon-
sor (s), agency (s). day and time.
Academy Awards (NBC-188) : Oldsmobile
(D. P. Brother), March 27, 10:30 p.m.-
12:15 a.m.
Jack Benny (CBS-200): TVz minutes by
Cowles (M-E), rest sustaining, Sun. 7-
7:30 p.m.
Burns & Allen [CBS-114) : Carnation Co.
(Erwin. Wasey), B. F. Goodrich (BBDO I .
Mon. 8-8:30 p.m.
Captain Kangaroo I CBS-variousI : Partici-
pating sponsors, Mon.-Fri. 8-9 a.m.
CBS News i CBS-147) : Brown & Williamson
Tobacco Corp. (Bates), American Home
Products (Bates), Hazel Bishop Inc.
(Raymond Spector Inc.). Mon.-Fri. 7:17-
7:30 p.m.
Climax (CBS-173) : Chrvsler (M-E), Thurs.
8:30-9:30 p.m.
Perry Como (XBC-137) : participating spon-
sors, Sat. 8-9 p.m.
December Bride ( CBS-185): General Foods
(B&B). Mon. 9:30-10 p.m.
50th. Anniversary Musical i NBC-186): In-
ternational Harvester. (Y&R), April 4,
9:05-10 p.m.
G.E. Theatre (CBS-152): General Electric
(BBDO). Sun. 9-9:30 p.m.
Jackie Gleason (CBS-174): P. Lorillard
(L&N), Bulova (M-E), Sat. 8-9 p.m.
Arthur Godfrey (CBS-199): Chun King
(JWT), Int'l. Min. (BBDO), and partici-
pating sponsors. Mon.-Fri. 10-11:30 a.m.
Arthur Godfrey (CBS-116): participating
sponsors. Mon.-Fri. 10-11:30 p.m.
Godfrey's Talent Scouts (CBS-165): Lipton
(Y&R), Toni (North), Mon. 8:30-9 p.m.
Guiding Light (CBS-119): Proctor & Gam-
ble (Compton). Mon.-Fri. 12:45-1 p.m.
Gunsmoke iCBS-198): Liggett & Mvers
(D. F & S). Sun. 6:30-7 p.m.. Liggett &
Myers (C&W). Sat. 12:30-1 p.m.
Gunsmoke i CBS-198): Liggett and Myers
(D, F & S), Carter (Bates), Sat. 12:30
p.m.
Helen Trent (2nd half) (CBS-193): Men-
tholatum (JWT), Scott (JWT), Mon.-Fri.
12:30-45 p.m.
Alfred Hitchcock Presents (CBS-138) : Bris-
tol-Myers (Y&R), Sun. 9:30-10 pjn.
House Party (CBS-198): Simonize (Y&R).
Staley (R&R) and participating. Mon.-
Fri. 3-3:30 p.m.
I Love Lucy (CBS-162): General Foods
Corp. (Y&R). Proctor and Gamble
(Grey), (alternates). Mon. 9-9:30 p.m.
I've Got A Secret (CBS-190) : R. J. Rem-
olds (Esty), Wed. 9:30-10 p.m.
Johnny Dollar (CBS-201): P. Lorillard
i Y&R). Sun. 5:30-6 p.m.
The Lineup (CBS-153): Brown & William-
son Tobacco Corp. (Bates), Proctor &
Gamble (Y&R). (alternates), Fri. 10-
10:30 p.m.
Art Linkletter (CBS-114): participating
sponsors. Mon.-Fri. 2:30-3 pjn.
Ma Perkins (CBS-195): Lever Bros. (K&E).
Lipton (Y&R). Scott (JWT) and co-op.,
Mon.-Fri. 1:15-1:30 pjn.
Mickey Mouse Club (ABC-92) : participat-
ing sponsors, Mon.-Fri. 5-6 pjn.
Mitch Miller (CBS-189): Magic Thread
(Curtis), Pharma Craft (JWT). Sun. 8:05-
8 :45 p.m.
Modern Romances (NBC-55) : participating
sponsors, Mon.-Fri. 4:45-5 pjn.
NBC News iXBC-85): participating spon-
sors. Mon.-Fri. 7:45-8 p.m.
News of the World (NBC-186): Coldene
iJWTl, Carter Products (Bates), Mon.-
Fri. 7:30-7:45 p.m.
Nora Drake (CBS-various): Scott (JWT)
and participating. Mon.-Fri. 1-1:15 p.m.
One Man's Family (NBC-186) : Anahist
(Bates), Quaker Oats (Wherrv, Baker &
Tilden), Bell Tone ( Olkan & Bronner),
Mon.-Fri. 7:45-8 p.m.
Our Miss Brooks (CBS-190): Carter (Bates i.
P. Lorillard (Y&R), Sun. 7:30 p.m.
Person To Person (CBS-97): Time Inc.
(Y&R). Amoco Gas (Jos. Katz Co.) and
Hamm Brewing Co.. (Campbell-Mithun),
(alternates), Fri. 10:30-11 p.m.
Playhouse 90 (CBS-131): Participating
sponsors, Thurs. 9:30-11 p.m.
Queen For A Day (NBC-122): Participating
sponsors. Mon.-Fri. 4:30-5 p.m.
Search For Tomorrow (CBS-135): Proctor
& Gamble (Leo Burnett), Mon.-Fri. 12:30-
12:45 p.m.
Phil Silvers (CBS-190): R. J. Remolds
(Esty), Proctor & Gamble (Leo Burnett).
(alternates), Tues. 8-8:30 p.m.
Simonize Program (Sat. sports) (CBS-157):
Simonize (Y&R). Sat. 12:55-1 p.m.
S64.000 Challenge (CBS-117): P. Lorillard
(Y&R). Revlon (BBDO), Sun. 10-10:30
p.m.
S64.000 Question (CBS -178): Revlon
(BBDO). Tues. 10-10:30 p.m.
Red Skelton Show (CBS-107): Pet Milk
(Gardner), S. C. Johnson & Son
(F, C&B). Tues. 9:30-10 pjn.
Ed Sullivan (CBS-174): Lincoln-Mercurv
(K&E). Sun. 8-9 pjn.
Sunday Sports Review (CBS-180) : P. Loril-
lard (Y&R), Sun. 8:45-9 p.m. '
Lowell Thomas (CBS-198): United Service
Div.. General Motors (C-E). Mon.-Fri.
6:45-7 p.m.
Robert Trout (CBS-190): General Motors
(C-E). Sun. 5 p.m.
Whafs My Line? (CBS-104): Helene Cur-
tis (Earle Ludgin). Remington Rand
i Y&R), Sun. 10:30-11 pjn.
Woolworth Hour (CBS-209): F. W. Wool-
worth (Baker), Sun. 1-2 ajn.
You Bet Your Life (NBC-170): DeSoto
(BBDO). Thurs. 8-8:30 p.m.
Young Dr. Malone (2nd half) (CBS-190):
Scott (JWT), Lever Bros. (K&E), Mon.-
Fri. 1:30-1:45 pjn.
Broadcasting • Telecasting
May 20. 1957 • Page 33
ADVERTISERS AND AGENCIES
ZANY
Since Satirist Stan Freberg's Radio Spots
Sell Zee Paper Towels So Well
THERE'S a romantic attachment between
Crown Zellerbach Corp.'s Consumer Prod-
ucts Division and spot radio. The object of
the Crown affection: a set of radio com-
mercials made to entertain listeners while
selling the division's Zee paper products
(paper towels, napkins and tissue).
Zee explains its radio commercials to
retail outlets this way:
"A new sound in radio advertising ... a
sparkling new approach . . . radio spots that
penetrate the commercial barrier by enter-
taining— instead of irritating — your cus-
tomers."
Muses Cunningham & Walsh in New
York (its Brisacher & Wheeler division
handles Zee) : "Rather unusual . . . has
musical comedy atmosphere . . . pleasant
to the ear."
Adds an official of a station that's been
playing the recordings: "To everyone in-
volved, including the cast of thousands,
please convey the word that all six KRUX
[Phoenix] air personalities have voted Zee
commercials the greatest of the year, and I
agree." The wire, to B & W in San Fran-
cisco, was signed by John F. Box Jr., the
station's executive vice president.
A Convert to Spot Radio
This is not the first time that spot radio
has found such favor. But Crown Zeller-
bach, prior to its current foray in spot radio,
embraced other media only (it's living apart
from once-courted tv for the time being).
Crown Zellerbach's Consumer Products
Division is a marketing trend setter in the
paper products field. It has new offices and
plants in San Francisco. And with its com-
mercials, Zee is buzzing like a bee through-
out markets in the western part of the na-
tion.
In their planning and execution, the com-
mercials (really not recorded with a "cast
of thousands" but with a music hall touch
at Capitol Records studios in Hollywood)
were produced as if they were program
spectaculars.
Featured in the commercials is Stan Fre-
berg, who has had careers as a satirist,
writer, actor, lyricist and composer, and is
a radio veteran and a tv performer, as well
as a recording artist. His is the version of
"The Banana Boat Song" (released last
March) that has an earnest Calypso singer
shouting "Day-O" through a closed door.
As an ad man for Cunningham & Walsh,
Mr. Freberg is a veteran campaigner —
Stokely's Finest Foods, Contadina tomato
paste, Qantas Airlines and now Zee paper
products.
The commercials are some of the most
elaborate ever recorded. For the effects,
15 musicians, the Jud Conlon Rythmaires,
a tap dancer (Maurice Kelly), five actors
and a sound man mixed it up with Mr. Fre-
berg to create a vaudeville atmosphere that
makes choruses out of jingles, chatter out
of hard sell and plain pixie for the come-on.
Disc jockeys who must play them accord-
ing to the commercial log delight in their
approach. And at KSL Salt Lake City they
persuaded the station to run a . 45-minute
program featuring the commercials and some
of Mr. Freberg's Capitol recordings.
The spots currently are running in the
Rocky Mountain states and only this month
started in Texas. Later the spots may be used
on the West Coast area (Zee's distribution
area is in 11 western states plus Texas).
The mountain states include these mar-
kets: Denver, Salt Lake City, El Paso,
Phoenix and Albuquerque. The two Texas
markets are Fort Worth and Dallas (El
Paso is considered part of mountain states
area). Next stop for the campaign is Hawaii.
Production on the commercials started in
February. They were produced in about
15 hours, including the recording and final
editing. Music was arranged and conducted
by George Bruns, arranger for Disneyland
and composer of "The Ballad of Davy
Crockett."
Supervision of the commercials' produc-
tion was handled by Brisacher & Wheeler's
radio-tv department.
All of the spots run one minute, except
for three of 20 seconds and a "vaudeville"
spot that is 79 seconds long. How come the
79-second spot?
Says a man from Cunningham & Walsh:
"The only spot in history as far as I know
where the performers come back for a
curtain call. It happened by accident. When
the producers were editing in the applause
and laughter, they played it back once to
see how it sounded and were so entranced
by the curtain call effect that they decided
to leave it in, though it ran way over.
"In sending out the transcriptions, they
pointed out this vagary to the stations and
told them they could cut it off at a minute
if they wished, but on the other hand if they
wanted to let it run longer, it wouldn't
hurt their feelings at all. Disc jockeys have
been running it full length."
The Nonsense That Prevails
Here is how one of the commercials starts
out — seemingly in the middle of a conversa-
tion:
Freberg: "What?"
Man: (Freberg's impersonation): "This
lady says she slipped a roll of Zee paper
towels on her player piano and found it
played 'Japanese Sandman'."
Freberg: "It did, eh?"
Man: "Yeh. She said she just put it on the
piano and it played the perforations."
Freberg: "Yeh. Well she's supposed to dry
her hands on it — things like that."
Man: "Well, maybe it was the Giant
Economy Roll."
Also included are choruses and music, a
few more "conversations" about what the
product can do, etc. At one point, Mr. Fre-
berg says: "Call in the office staff, Walter."
A great trampling of feet is heard, the or-
chestra is heard tuning up and the baton
taps. The chorus then comes in again.
Crown Zellerbach's Consumer Products
Division has been an account of Brisacher
& Wheeler for 35 years, its headquarters is
in San Francisco where a new building is
being erected, it is new to radio (has used
tv, spot and syndicated film in the past), it is
increasing its ad budget and its commercials
and it is "enthusiastic."
As yet, it is too soon for the division to
trace sales increases or their relationship to
the radio compaign.
The Crown Zellerbach division, which
sent more than 400 mailing pieces to the
mountain state market's principal grocery
buyers (and 400 to Texas, too), merchan-
dising brochures to stations, records for use
as contest prizes (as well as records to sales-
men), is hot for spot. In radio, they are play-
ing the perforations.
Page 34 • May 20, 1957
Broadcasting • Telecasting
Strouse Advises Drive
To Promote Magazines
NORMAN STROUSE, president of J. Wal-
ter Thompson Co., offered stiff advice at
a Magazine Publishers Assn. meeting last
fortnight at White Sulphur Springs, W. Va.
While urging MPA to set up a multi-million
dollar magazine medium selling program,
he patted radio and tv heads for selling the
broadcast media on their own merits.
In his talk, he outlined challenging op-
portunities for magazines to get more na-
tional advertisers, and made clear that the
dollar growth in magazine advertising can
be misleading. He reported, for example,
that while magazine advertising revenue
went up 59% in the past seven years, in
many instances page cost per thousand in-
creased 50%.
Mr. Strouse warned of a decline in the
number of large advertisers in the medium
along with a decrease in the total number
of magazine advertising pages during a
period when new advertisers have been com-
ing into the field and the dollar volume
going up.
Though tv was a cause for some of mag-
azines' shrinking slice of the national ad-
vertising melon, Mr. Strouse indicated tv
cannot be blamed solely since the lead in
national advertising enjoyed by magazines
in 1949 shrunk in 1956 to third spot, giv-
ing up the No. 1 rank to newspapers.
National advertising budgets, he explained,
have expanded at a pace fast enough to
more than contain the investment in tv,
and have left millions of additional dollars
for advertising expenditure. "If you had
secured the same share of this additional
money," Mr. Strouse admonished, "you
would have had $45 million additional bill-
ing during 1956." His verdict: "There must
have been failure somewhere in the selling
job of the magazine medium as a whole."
He noted the ability of individual maga-
zines to tell "brilliant and exciting" stories
of their own publications and how they dif-
fer from others, but was critical of an in-
ability to relate why national advertisers
ought to be in magazines in the first place.
Although they could attack "or attempt to"
attack tv as well as other media, including
radio, publishers by their "ineffective sorties"
showed an apparent ignorance of their media
— '"I might say parenthetically, that I've
never heard television people attack other
media."
By its very nature, tv's major selling is
on the medium itself, explained Mr. Strouse.
He thought radio, too, has done its selling
job both in its "heyday and when the radio
boys encountered the punishing competi-
tion of television." He noted, "They got
together on a unified drive to sell the radio
medium for its adjusted values, and during
the past year or so have held their own, with
real prospect of exciting, vigorously renewed
interest in their medium."
In referring to costs to the advertiser in
buying circulation, Mr. Strouse said there
was an even more important facet: the "real
difference in the kind of depth of impres-
Broadcasting • Telecasting
sion that is made on the consumer with a
four-color bleed page in a national maga-
zine vs. the minute of a commercial on tv
or radio or the 1,700-line ad in the daily
newspaper."
L&M to Introduce New Oasis
LIGGETT & MYERS Tobacco Co., New
York, is introducing a new menthol cigarette
named Oasis, which will go on sale this week
in Los Angeles and then to the rest of the
Pacific Coast. National distribution is ex-
pected by next fall. Meanwhile, advertising
plans for Oasis through its agency, McCann-
Erickson, New York, are being worked out
and will be announced within a fortnight.
Radio and television spot is expected to be
a part of the introductory plan.
Tidewater's Commercials:
"WE'RE NOT interested in little men
with big noses and funny voices. Frankly,
we want the new look."
That's what Buchanan & Co., San Fran-
cisco, told Harris-Tuchman Productions,
Hollywood producer of tv commercials,
when H-T asked for a chance to do some-
thing for Buchanan's client, Tidewater
Oil Co.'s Western Div. The division was
planning a tv spot campaign in about 15
western markets.
What Harris-Tuchman conceived —
and Buchanan bought, with Tidewater
approval — is a 20-second combination of
interpretative design and dramatic sound
without a word spoken for the first 12
seconds. The spot opens with a pattern of
circles of various sizes and colors (the
agency is using color tv wherever stations
have color film projectors and transmit-
ting equipment) and the sound of a tuba.
The circles twist sideways as the tuba
sound comes back as an echoed hum.
Then, the pictured forms twist and turn
and flow and dissolve, blending into new
shapes — triangles, curlicues and curved
slices of color and shade — while the sound
goes trombone - hum - trumpet - hum -
clarinet.
Finally, the flowing motion brings the
various forms together into a Fying A
gasoline station, while the instruments
combine into a musical background for
the humming chorus, whose hums become
words: "You're in good hands at the sign
of the Flying A" (key phrase of Tide-
water's 1957 campaign).
The "new look" in tv commercials?
Possibly. Unconventional? Certainly. Eye-
catching, attention-arresting, interest-hold-
ing? Definitely. Sales-creating? With the
campaign just starting, it's too early to
give the answer to that final, all-impor-
tant question. But Harris-Tuchman, Bu-
chanan and Tidewater are confidently
hopeful that it will be a resounding "Yes."
Anheuser-Busch Promotes Bien
To Brewery Div. Vice President
ELECTION of William Bien as vice presi-
dent with general supervision of sales, ad-
vertising and other functions for the Brewery
Div. of Anheuser-Busch Inc., St. Louis, has
been announced by August A. Busch Jr.,
president.
In the newly-created post Mr. Bien, who
is general sales manager, will be in charge
of all Anheuser-Busch (Budweiser, Busch
Bavarian beer) sales, advertising, merchan-
dising, sales promotion and market research.
He started with A-H in 1932 as a salesman,
was appointed regional sales manager in
Chicago in 1951 and promoted to general
sales manager last year. R. E. Krings, ad-
vertising director, will report to Mr. Bien.
Revised estimates indicate that Anheuser-
May 20, 1957 • Page 35
DESIGNS & SOUND— BUT NO LITTLE MEN
ADVERTISERS AND AGENCIES
Busch is now spending about $4.5 million
on radio and tv — with roughly 65% of
that sum in radio for Budweiser, plus more
than $1 million of a $2 million outlay in
broadcast media for Busch Bavarian beer,
most of it for St. Louis Cardinals' baseball
radio-tv coverage. The Budweiser campaign
includes radio and/ or tv in some 150-160
markets.
Fla. Citrus Ad Director Leaves
In Disagreement Over Policy
PAUL S. PATTERSON, advertising director
of the Florida Citrus Commission, Lakeland,
has resigned following a disagreement on
policy. At the time of the resignation the
commission deferred action on its $7 million
budget and appointed Frank D. Arn, mer-
chandising director, as acting director of ad-
vertising.
Mr. Patterson said he was asked to resign
after he opposed the product-by-product ad-
vertising campaign of Benton & Bowles,
which he contends has not kept demand for
citrus fruit at a high level. Advertising man-
ager of the Florida Citrus Commission for
more than four years, Mr. Patterson advo-
cated a return to the commodity type pro-
gram," in which consumers were urged in
one advertisement to buy Florida oranges —
fresh, canned or frozen.
He contends the present program, now
two years old, has done "little or nothing"
to expand total orange consumption, but
rather uses advertising "to switch consumers
back and forth from fresh to frozen and
from canned to fresh."
Commission representatives were in New
York Thursday for a review of next year's
plans by its agency, Benton & Bowles. The
commission had been seeking ways of cut-
ting the $7 million budgeted for next year
but postponed action until a meeting of its
budget and advertising committees May 29.
Income, derived from a tax on fruit, has
been estimated at $7.3 million for the com-
ing season, and it is feared the advertising
figure of $7 million comes too close to the
total income.
Old Gold Filter Cigarette
Begins Saturation Campaign
P. LORILLARD Co.'s newly-redesigned
red-white-gold Old Gold filter cigarette
package will begin making its national debut
today (Monday) as the cigarette firm kicks
off an all-media drive that's described by
company officials as being "on a saturation
scale usually reserved for new brands."
Through Lennen & Newell, its agency,
Old Gold filter will be seen and heard on
107 radio-tv stations, as well as on the CBS-
TV lineup of affiliates carrying The Jackie
Gleason Show and those independent out-
lets carrying NTA Film Network's Premiere
Performance.
Jingles, done in modern jazz idiom and
highlighting "the best taste yet in a fil-
ter cigarette" have been tested for three
months in the New York-New England mar-
ket. At this time, filter pack distribution
has been effected in 35 states, and Lorillard
expects to complete national distribution by
midyear.
IGNITING NBC Radio promotion
plans for Columbia Pictures' "Fire
Down Below" [At Deadline, May
13] are (left) Matthew J. Culligan,
vice president in charge of NBC Radio
Network, and Paul M. Lazurus Jr.,
vice president in charge of advertising
and publicity for Columbia Pictures.
The Rita Hayworth-Bob Mitchum
movie ads will be spotted on a three-
week saturation basis on People Are
Funny, Bandstand and Monitor, start-
ing the last week in June.
Pontiac Signs for 10 CBS Shows,
Fisher for Craftsman's Awards
PONTIAC MOTORS DIV., General Motors
Corp., last week followed through on reports
that it was expanding its radio expenditures
[At Deadline, May 13] by signing for 30
five-minute "Impact" segments on CBS Ra-
dio. The purchase calls for participations
in the following CBS shows between this past
weekend and June 1: Robert Q. Lewis Show,
Galen Drake Show, Amos 'n Andy, Gun-
smoke, Saturday Night Country Style, Sus-
pense, Johnny Dollar, FBI in Peace and
War, and the Mitch Miller Show. The con-
tract was negotiated through MacManus,
John & Adams, Bloomfield Hills, Mich.
At the same time, another GM division,
Fisher Body, through Kudner Agency, De-
troit, signed for sponsorship of the net-
work's exclusive coverage of the Craftsman's
Guild annual awards dinner in Detroit July
30, 9:30-10 p.m.
Other advertisers signing with CBS Radio
this past week included American Home
Foods Div. of American Home Products
Inc., through Young & Rubicam, for a week-
ly 15-minute segment of Arthur Godfrey
Time, effective July 3 and Cowles Magazines
Inc., on behalf of Look magazine, for an
additional segment of the Robert Q. Lewis
Show this past Friday. Agency for Cowles is
McCann-Erickson.
Phillips Heads L.A. Copy Club
THE Los Angeles Copy Club last week
elected three new officers: president, Kal
Phillips, J. Walter Thompson; vice presi-
dent, Bob Humphreys, Foote, Cone & Beld-
ing, and secretary-treasurer, Charles Cole-
man, BBDO. These men will hold office for
the next year. Tom Dillon, vice president
of BBDO, is the outgoing Copy Club presi-
dent.
'Chicago Tribune' Schedules
Advertising-Distribution Meet
SPEAKERS for the Chicago Tribune's
eighth annual advertising and distribution
forum today (Monday) and tomorrow have
been announced, with 21 business leaders
scheduled to discuss aspects of marketing.
The opening session Monday will evaluate
marketing, under chairmanship of Fairfax
Cone, president of Foote, Cone & Belding.
Panelists will include W. B. Potter, advertis-
ing director, Eastman Kodak Co.; Edward
R. Taylor, vice president, Motorola Inc.;
Herbert B. West, vice president, BBDO,
Peter G. Peterson, vice president, McCann-
Erickson Inc.; Virgil Martin, vice president
and genera] manager, Carson, Pirie, Scott
& Co., and John A. Howard, associate pro-
fessor of marketing, U. of Chicago.
A Tuesday morning session on market-
ing in retailing, moderated by Fred C.
Hecht, general retail merchandise and sales
manager at Sears, Roebuck & Co., will in-
clude L. O. Naylor, vice president and gen-
eral merchandise manager, Montgomery
Ward & Co.; George Clements, president
of Jewel Tea Co.; James Moran, Courtesy
Motor Sales; Milton D. Faber, president,
Stineway Drug Co.; Sol Polk, president of
Polk Bros., and Hermann Stephens, vice
president, Henry C. Lytton & Co.
Vincent Bliss, president of Earle Ludgin
& Co., will be chairman of the afternoon
panel on imaginative and creative com-
munication of ideas to the consumer.
Participants will be Barton A. Cummings,
president Compton Adv. Inc.; Clarence
Hatch Jr., executive vice president, Camp-
bell-Ewald Co.; Richard T. Cragg, sales
manager, R. Cooper Jr. Inc.; Hal Stebbins,
president, Hal Stebbins Inc.; William Tyler,
vice president, Leo Burnet Co.; Mrs. Edward
L. Bernays, public relations counsel.
In announcing the agenda, Walter C.
Kurz, Tribune advertising manager, pointed
out that a new marketing concept has
emerged with unification of advertising and
selling into a single function.
Jewel Tea Chooses North Adv.
For Tv Ads & Market Research
JEWEL TEA CO., Melrose Park, 111., has
appointed North Adv. Inc. to handle tele-
vision advertising for its stores and to con-
duct a series of consumer research assign-
ments, the agency announced Thursday.
James Green, member of North's account
staff, will supervise Jewel services in addi-
tion to "regular account management re-
sponsibilities." North also will consult with
Jewel on print and special projects. Jewel
uses program and spot announcements in
Chicago only, where it maintains 180 stores
(though it has truck distribution of products
in some 43 states). Christiansen Adv. Agency
will continue to handle Jewel radio adver-
tising.
North simultaneously announced the ad-
dition of Arnold Paley, from Henri, Hurst
& McDonald, Chicago, to its creative staff.
Mr. Paley is a copywriter specializing on
food, appliance and soft goods accounts.
Page 36 • May 20, 1957
Broadcasting • Telecasting
We've got 'em covered
WSAV-Savannah
COMPARATIVE ANALYSIS
Based upon Official Published Reports-Nielsen Coverage Study No. 2
for Savannah, Georgia Radio Stations
The NIELSEN proves it . . .
the PULSE proves it . . .
WSAV reaches more people
at a lower per-person cost
than any other Savannah
medium!
Savannah
Station:
Radio
Homes:
Monthly
Coverage:
Number
Counties:
WSAV
144,050
79,700
32
Station "A"
45,550
25,820
1
Station "B"
51,710
31,650
5
Station "C"
118,430
44,860
25
Station "D"
45,550
24,640
1
Station "E"
117,140
66,050
24
Average Daily Circulation (ABC Reports):
Savannah Newspaper
"M" — 51 ,698
Savannah Newspaper
"E"— 23,589
in Savannah
WSAV
630 Ice. ^
5,000 watt»
Full Tim*
REPRESENTED BY
Television's One-Book Reference Library
B»Ts annual Telecasting Yearbook-Marketbook is rev-
ving up. Deadline is June 22 for advertising reserva-
tions. As in previous issues, the new book will present
a vast collection of important, useful data about the
entire tv profession— complete directories of stations
and executive personnel; market data; basic statistical
information about national, spot and network radio,
available in no other single source; directories of serv-
ices related to tv, of agencies and their tv accounts, of
state associations, FCC Bar Members; FCC Rules
Deadline:
and Regulations for Broadcast Services; and much more.
Because nothing takes the place of a Yearbook-Market-
book except the next issue, your advertising in it lives
for at least twelve months. To be assured of position
opposite appropriate editorial matter, make your reser-
vation as early as possible. Regular space rates apply.
15,000 circulation. Further details upon request to B*T,
1735 DeSales St., N. W., Washington 6, D. C, or
any of B»Ts bureaus.
June 22!
ADVERTISERS AND AGENCIES
'Court of Last Resort' Series
Bought by Old Gold on NBC-TV
P. LORILLARD Co. (Old Gold cigarettes)
will sponsor Court of Last Resort on NBC-
! TV as a Friday evening series, starting Oct.
4. The series is based on cases investigated
by the seven-man court, founded by mystery
' writer Earle Stanley Gardner and Harry
Speeger, publisher of Argosy magazine, for
; the purpose of freeing wrongly convicted
prisoners.
Other members of the court are Ray-
mond Schindler, private detective: Dr. Le-
Moyne Snyder, author and expert in the field
; of legal medicine; Alex Gregory, psychia-
' trist and expert in the use of the lie detector;
| Marshall Houts, professor of police science
| at Michigan State U.; Park Street Jr., trial
' lawyer and past president of the Texas Law
]' Enforcement Foundation. Real names of the
j court members will be used in the telecasts,
but they will be portrayed by actors.
The series, to be filmed in Hollywood by
j aisano Productions, will be produced by
lies C. Goldstone, chosen because of his
i| iegal background and his experience in mo-
!tion pictures as a literary representative. Ar-
rangements for the sponsorship were made
by Lennen & Newell, agency for Old Gold.
Paisano Productions is headed by Gail
Patrick Jackson, actress turned producer and
vife of Cornwell Jackson, vice president and
manager of the Hollywood office of J. Wal-
ter Thompson Co. Time is 8-8:30 p.m. Fri-
H day. The cost of the 39 filmed telecasts to
Tlard is estimated at $4.5 million for
. ction and time.-
II ueai Toys to Promote Doll
fin 16 Cities With Tv Spot
IDEAL TOY Corp., New York, which last
ear promoted a Revlon doll, kicked off a
|-)16-city tv spot campaign last week on be-
half of a lOVi-inch miniature version of
the doll, this one called "Little Miss Revlon."
| Ideal is using 26 top-rated children's pro-
U grams, e. g., Our Gang, Looney Tunes,
"'Popeye, showcasing "Little Miss Revlon"
in one-minute film participations. Ideal has
an agreement with Revlon Products Corp.
(cosmetics) to use the Revlon name for its
doll.
Ideal tested its campaign last month via
WRCA-TV New York and WXYZ-TV De-
troit and found it to be "so successful," to
quote one Ideal official, that the firm has
decided to "go national." The move is
slightly irregular for the doll industry, which
usually saves its big tv push for the pre-
Christmas season. At present, it is spend-
ing $40,000 on tv spots alone and expects
to double that figure by mid-June, "assum-
ing no snags develop." Grey Adv., New
York, is Ideal's agency.
R&R Reorganizes Chicago Copy
CLOSER integration of creative and copy
services is being announced today (Monday)
by Ruthrauff & Ryan's Chicago office with
the reorganization of its copy department
and key appointments.
Jack Friedman has been named copy chief
ind three others — James Beardsley, William
Rooks and George O'Leary — copy group
heads, it is being announced by H. B.
Groseth, executive vice president in charge
of the agency's Chicago office. They will
work closely with William P. Littell, senior
vice president for creative services. The ap-
pointment of Mr. O'Leary, veteran R&R
copy executive, marks his return to the
agency.
Texaco Buys Weather Series
For Seafarers on WSTC, WGSM
THE Texas Co. (Texaco) last Friday started
a series of special summer weathercasts for
small boat owners, using a series of 394
weathercasts plus one-minute commercial
messages on WSTC Stamford, Conn., and
WGSM Huntington, N. Y. Seventeen spots
are being used in an average week with an
additional eight to be placed on Memorial,
Independence and Labor Days. The series
ends Oct. 12.
With these weathercasts, Texaco covers
Long Island Sound and the Great South
Bay. Texaco waterfront dealers (estimated
at 50 in the broadcasts' range) are support-
ing the series with poster display cards that
will give exact time schedules. The weather-
casts present various technical information
necessary to seafarers. They are prepared
with the advice and help of Ernest J. Chris-
tie, meteorologist in charge of the U. S..
Weather Bureau in New York and Al Kan-
rich, chairman, Weather Courses commit-
tee, U. S. Power Squadrons. Cunningham
& Walsh, New York, is Texaco's agency.
ANA Sets Ad Research Workshop
THE third annual advertising research work-
shop will be held Thursday at the Plaza
Hotel, New York, the Assn. of National Ad-
vertisers has announced. Theme of the pro-
gram will be "How to Use Research in
Planning and Measuring Your Advertising."
On the program is "A New Creative Ap-
proach to Testing Tv Commercials," a talk
by Albert Shepard, executive vice president,
Institute for Motivational Research.
Seven-Up to Saturate N. Y.
With 800-Spot Radio Drive
SEVEN-UP Co. and New York area bottlers
of the soft drink have announced plans for
a week-long campaign on New York area
radio stations beginning Saturday. J. Walter
Thompson Co., Chicago, agency for Seven-
Up, says it is the biggest mass saturation
buy in local radio history and largest single-
week, single-market product campaign
Seven-Up has ever conducted.
Selected to carry seven announcements
every hour from 7 a.m. to midnight through
May 31 are WCBS, WOR, WRCA, WMCA,
WINS, WNEW, WOV, WHOM and
WQXR, all New York, and WPAT Pater-
son, N. J. The advertiser expects its 800
live and transcribed spots to reach 7 mil-
lion radios (home and auto) in 24 counties.
How Tv Affects Trademarks
TELEVISION has exerted a "tremendous
influence" on trademarks, Sigrid H. Peder-
sen. attorney for J. Walter Thompson Co.,
New York, told the U. S. Trademark Assn.
meeting in Chicago last week. She said that
in food and groceries alone more than 80%
of the manufacturers made a "trademark or
package change of some kind" during the
last two years largely because of tv and
super-market retailing. Noted Miss Peder-
sen: "Each advertisement contributes to that
complex symbol which is summed up in
the buyer's mind by the trademark. And so
the trademark should lend itself to adver-
tising's most effective techniques."
NETWORK BUYS
Ronson Corp., Newark, set to sponsor two
of five weekly quarter-hours in NBC-TV's
forthcoming NBC News series, which starts
in Mon.-Fri. 6:45-7 p.m. EDT spot in Sep-
tember. Agency: Norman, Craig & Kummel.
N. Y.
U. S. Rubber Co., N. Y., renews sponsor-
ship of Navy Log for 1957-58 season, when
series moves to Thursday 10-10:30 p.m.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,673,000 people in the U. S. over 12 years of age during the
week. May 5-11. This is how they spent their time:*
63.6% (78,020,000) spent 1,565.6 million hours watching television
53.0% (65,017,000) spent 952.5 million hours listening to radio
78.9% (96.789,000) spent 382.2 million hours reading newspapers
27.5% (33,735,000) spent 138.5 million hours reading magazines
20.8% (25,516,000) spent 226.2 million hours ... watching movies on tv
33.5% (41,095,000) spent 168.5 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
• All figures are average daily tabulations for the week with exception of the "attending
movies" category, which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the Interviewing week.
Broadcasting • Telecasting
May 20, 1957 • Page 39
FILM
PAY TV WOULDN'T HURT MOVIES
• Investment firm survey sizes up Hollywood majors
• Sees toll tv replacing networks as movies customer
ADVERTISERS AND AGENCIES
EDT, over ABC-TV, starting Oct. 17. Series
currently is presented Wednesday, 8:30-9
p.m. and will continue in this time period for
summer. Agency: Fletcher D. Richards Inc.
Navy Log is produced by Gallu Productions
Inc. in cooperation with U. S. Navy.
Associated Products (5 Day pads, stick and
roll-on deodorants), N. Y., signed to co-
sponsor ABC-TV's Broken Arrow (Tuesday,
9-9:30 p.m. EDT) starting June 4. Series
sponsored on other weeks by Miles Labs
through Geoffrey Wade Adv. Agency for
Associated Products: Grey Adv., N. Y.
Ronson Corp. (cigarette lighters), Newark,
N. J., signs to sponsor NBC-TV's NBC
News two nights a week next season begin-
ning Sept. 23. Show to be telecast next sea-
son at 6:45 and 7:15 p.m. Agency: Norman,
Craig & Kummel, N. Y.
Bristol-Myers Co., N. Y., signed to sponsor
Arthur Murray Party starting July 1 Monday
9:30-10 p.m., EDT when NBC-TV show
moves to new evening time for summer.
Show currently is aired Tuesday 8-8:30
p.m. Agency: Young & Rubicam, N. Y.
Eastman Kodak Co., Rochester, renews
ABC-TV's Ozzie and Harriet (Wed., 9-9:30
p.m. EDT), through J. Walter Thompson
Co.. N. Y.
Midas Inc. (automobile mufflers), Chicago,
extends its current sponsorship of Paul Har-
vey News on ABC Radio, Mon. through Fri.
6:30-6:35 p.m. EDT, to 52 weeks.
Institute of Men's Wear is entering network
radio for first time in mid-August. Institute
will promote its message during weather pro-
grams on NBC Radio's weekend Monitor
service. Contract, placed through BBDO,
New York, will run through October.
SPOT BUYS
Bavarian Brewing Co., Covington, Ky.,
launching 26-week saturation radio spot cam-
paign May 20 via four stations in Cincinnati
and Dayton using about 200 announcements
weekly. Agency: Calkins & Holden, N. Y.
U. S. Rubber Co. (MH 30, plant insecticide)
buying into farm programs in tobacco area,
starting May 20 for eight weeks. Agency:
Fletcher D. Richards Inc., N. Y.
California Oil Co., Perth Amboy, N. J., be-
ginning heavy tv spot campaign to run to
end of summer in 18 northeastern markets
to introduce new high octane gasoline, Calso
Supreme 300-Plus. Agency: BBDO. N. Y.
McKesson & Robbins, N. Y., announces
plans for radio and tv campaign for its Tar-
tan sun tan lotion June 10 with intensive
spot broadcasts in 30 major markets over
five week period. Agency: Dancer-Fitzger- .
aid-Sample, N. Y.
A&A SHORTS
Hoffman & York Inc., Milwaukee, an-
nounces move of quarters from 808' N.- 3rd
St., to 5130 W. Vliet St. Telephone: Spring
1-2600..
IT will be the commercial tv network rather
than the theatre exhibitor or the Hollywood
motion picture producer who will fall "vic-
tim" to a "successful" subscription tv opera-
tion.
This opinion was voiced in an investment
survey, "The Value Line," released last week
by Arnold Bernhard & Co., New York, in-
vestment firm.
The special treatment afforded subscrip-
tion tv was because of "talk that the FCC
will soon license" the pay-as-you-see system.
The Bernhard survey encompasses the
"amusement industry" in general (motion
picture firms mainly) and the status of the
"majors," namely American Broadcasting-
Paramount Theatres (owner of ABC-TV
Division and ABC Radio), Columbia Pic-
tures Corp. (Screen Gems is subsidiary),
Loew's Inc. (MGM-TV is a division), Para-
mount Pictures Corp. (various interests in
tv, including International Telemeter, a pay
tv system), Twentieth Century-Fox (interest
in NTA Film Network) and Warner Bros.
All except Paramount Pictures have released
"old" features to tv.
Earlier this year in a similar evaluation of
the motion picture industry, Bernhard found
a trend of Hollywood ascendancy over tele-
vision [B»T, Feb. 18], saw movie stocks as
"excellent hunting grounds for risk-taking
investors seeking generous current income,"
and predicted "a prosperous year in 1957"
for the movie industry.
Among the various findings:
• Paramount Pictures can be expected
soon to announce sale of its pre- 1948 feature
film library to tv with an estimated net to the
company of some $30 million (or $15 per
share) after taxes.
(A deal apparently is not "imminent" for
sale to tv by Paramount Pictures of its big
backlog of pre- 1948 feature product. Though
the Bernhard survey last week indicated such
a sale could be expected "within the next
few weeks" [after May 6], Paul Raibourn,
Paramount's vice president, said in New
York that no negotiation is about to be con-
cluded, adding certainly not in the "next
two weeks.")
• The broadcasting arm of AB-PT last
year had a gross income only 2% less than
that of the theatre circuit. Had tv revenues
at ABC "extended their vigorous growth
trend throughout 1956," they would have
exceeded the theatre receipts last year. But
because of failure to increase overall time
sales in the current broadcast season and
since theatre attendance is registering gains,
there is doubt whether broadcast income will
pass AB-PT's theatre' receipts this year.
The investment firm based its subscription
tv evaluation on the belief that the products
of Hollywood producers would be "well
qualified" for presentation on pay tv, thus
opening up new territories; that 'theatre :
owners could take part by showing subscrip-
tion tv movies via cable at a cost probably
less than that of building new theatres, and
that motion picture theatre attendance will
hold up because people want to "step out"
and enjoy the type of recreation and variety
that can be supplied by quality features in
theatres — -"no foreseeable home tv set can
duplicate these advantages."
The investment survey reported: "We be-
lieve that the present uptrend in box office
receipts is not of a fleeting nature (especially
since a substantially larger number of quality
features will be forthcoming during the
summer months) and reiterate our previous
prediction that 1957 will be a prosperous
year for the motion picture industry."
Among the producers, Paramount Pic-
tures and Twentieth Century-Fox were
named specifically as most likely to show
"wide advances in net operating earnings."
Here is a rundown of the motion picture
leaders in summary form:
American Broadcasting-Paramount Thea-
tres— Owner and operator of largest motion
picture chain in U. S. and third largest ra-
dio and tv network. Earnings comparisons
probably will "turn favorable again" in the
second half of this year. ABC-TV has
strengthened its format for the next season
and has sold the "greater portion" of its
time to advertisers. Movie attendance is
likely to show a "persistent uptrend," boost-
ing AB-PT's theatre receipts. Company's
average annual revenues are projected to
$300 million for 1960-62, based on a na-
tional disposable income of $345 billion.
While not suitable for investment-grade
portfolios, AB-PT represents an "interest-
ing holding in diversified accounts for gen-
erous current income and prospect of long-
term capital growth."
Columbia Pictures — In addition to mo-
tion picture production and distribution, it
has Screen Gems Inc., a subsidiary that pro-
duces films including commercials for tv
and sells and distributes Columbia's film
library to tv. About 45% of Columbia's
revenues originate abroad.
Columbia has trouble at its domestic box
offices this year, but sales by foreign sub-
sidiaries and Screen Gems have improved.
Screen Gems' revenues may be more than ]
50% above last year's $11 million. Though j
earnings are improving, they are not doing I
so in proportion to the growth in sales. I
This is because Screen Gems makes only!
nominal income on original runs of tv films!
it creates while principal profits are expected 1
from syndication and reruns (effect of the I
latter "may be several years away"). Lease I
income from film rental to tv is expected I
to bring both growth and stability to future I
earnings. Columbia's projected average an- 1
nual sales: $110 million in the 1960-62 I
economy.
Loew's Inc. — The last fully integrated I
producer, distributor and exhibitor of mo- I
tion pictures, the company is divesting it- I
self of theatres this year. Theatres account I
for about 40% of Loew's revenues, the re-
Page 40 • May 20, 1957
RROADr»STING • TELECASTING
48 of the 50 top shows in San Diego are on KFMB-TV.
Channel 8 has 27% more audience in San Diego than
all other stations combined.
Channel 8 leads 95% of all evening 1A-hr's in San
Diego.*
6 Nielsen TV Report, Feb., 1957.
kfmbCItv
WRATHER- ALVAREZ BROADC ASTI XG . W^^^^^^T J^^JJJgJ^^JJ
SAN DIE GO
A m c r i c a ' s more market
FILM
mainder mostly accounted for by motion
pictures under MGM trademark. Of film
earnings, foreign revenues account for about
40%. Earnings have declined even though
rental income from the leasing of old MGM
films to tv has been included for second
quarter of fiscal 1957. Major problem
seems to be an inability to turn out suffi-
cient top-flight films to make its production
activities profitable.
Improvement in Loew's financial status
can be expected to be slow but the com-
pany gradually is building up a solid core
of earning power from its theatre business
and film rentals. "Rising tv rentals and more
ambitious film production schedules" could
increase revenues to an annual average
$210 million in the hypothetical economic
environment of 1960-62.
Paramount Pictures — Among the majors,
this is the holdout of feature product to tv.
About 50% of its total revenues are derived
abroad. Company appears attractively priced
relative to its asset value. Should the sale
of the fully-amortized film library materi-
alize, prospective net capital gain would lift
the stock's book value to at least $55 (from
$33). Projection of annual income to 1960-
62 economy: $150 million.
Twentieth Century-Fox — Primarily a pro-
ducer and distributor of feature films, the
firm owns Cinemascope and has 50% in-
terest in NTA Film Network. Last year
the company did not realize any profit from
its principal business of motion picture pro-
duction but derived its showing in earnings
from "secondary" sources. The latter are
likely to make larger contributions to over-
all profits this year. Secondary sources in-
clude tv, oil wells and foreign theatre sub-
sidiaries. Company this year will be obtain-
ing more than $1 a share net income from
leasing tv rights to its old films and may
share some of the profits from NTA Film
Network.
Twentieth Century-Fox also is "stepping
Guild Films Climb
Described by Kaufman
GUILD FILMS Co. stockholders, who last
year learned to their sorrow that the com-
pany had made only about an $8,000 net
profit, came in for some very happy news
Saturday as Guild President Reuben R.
Kaufman announced that the firm for the
first three months of the current fiscal year
(December 1956 and January-February
1957) showed a profit of $155,349,49.
At the stockholders' meeting, held in New
York's Hotel Delmonico, Mr. Kaufman
also reported that sales for the first six
months of the current fiscal year (Dec. 1,
1956-Nov. 30, 1957) came to $10 million,
meaning that for the first half of the year,
Guild increased by approximately 320%
the total 1956 sales volume of $3.5 million.
Furthermore, he expressed every confi-
dence that sales might touch $20 million by
Nov. 30. The profit picture also looks very
healthy. Mr. Kaufman told the sharehold-
ers, because of the very nature of these sales.
Since the sales made to date will be played
off during the next five and a half years, net
profits — "barring unforeseen developments"
— will in all probability be maintained in the
future, he said.
Guild's inventory, Mr. Kaufman went on,
now covers virtually all types of program-
ming. In the can are 230 musicals films
(e.g., Liberace, Frankie Laine, Florian Za-
bach, etc.); 169 mysteries (e.g., The Adven-
tures of Sherlock Holmes, I Spy, etc.); 286
dramatic and comedy shows (e.g., Molly,
Life With Elizabeth); 364 cartoons (Looney
Tunes and the Walter Lantz products), and
500 children's shows (Tim McCoy, etc.).
Upcoming this year are four new series,
one of which will be a second group based
on stories by the late Jack London. This one
will be titled Smoke Bellcw and will be
based on London's Alaskan stories. (The
first series, Captain David Grief, so far has
racked up $1.7 million in sales.) Of the re-
maining three series, two probably will be
produced outside of the U. S.
Though production is uppermost in
Guild's corporate mind, Mr. Kaufman de-
clared, his firm will not tackle a new series
until its salability has been proven. Further-
more, it will continue to concentrate on en-
larging its distribution and expects to enter
into co-production with outside firms.
Guild management, he asserted, will make
full use of its "proven patterns" of sales and
exploitation. Guild now is in the position
to sell one program nationally, while syn-
dicating another series and selling yet an-
other in package form — all at the same time.
This formula, he said, is applicable for a
two- to four-year period. After that, stations
may still buy Guild properties on a multiple
re-run basis.
Guild also is expanding its operations out-
side of the U. S. proper. Next month, its
expects to open a New Mexico City office
to service the Latin American market, thus
giving it a third foreign sales branch. The
other two are located in London and To-
ronto.
While the firm intends to diversify its
sphere of operations, diversification, Mr.
Kaufman declared, will take place only in
"related activities." He told shareholders of
the firm's intention to consummate its pur-
chase of last May for WMAM and WMBV-
TV Marinette, Wis. Because of the lapse of
time between last spring and now, Mr. Kau-
man explained, conditions and terms of the
purchase will have to be renegotiated.
He also revealed that Guild currently is
negotiating with a major Hollywood studio
for acquisition of back-issue films that even-
tually will be distributed by Guild. While ex-
pressing hope that this deal will be concluded
in the near future, he declined to name the
studio in question. He also took note of
Guild's current talks with Product Services
Inc., a New York advertising agency, which
is reported to be on the verge of announc-
ing a major tv film project [B»T, May 13].
Naroff of Trans-Lux Dies
FUNERAL services were held in Brooklyn
last Wednesday for Al Naroff, 46, West
Coast manager of Trans-Lux Television
Corp., who died suddenly May 10 after a
heart attack while on a business trip.
up its production of half-hour filmed series
and "under existing contracts with television
networks, it is virtually guaranteed a satis-
factory return from these investments."
Profit from the production and distribution
of feature pictures this year can be expected
to be "substantial." Projection of annual
income to the 1960-62 economy: $150 mil-
lion.
Warner Bros. — Second quarter of fiscal
year can be expected to show "very disap-
pointing results" but a recovery in company
revenues and earnings is expected to begin
in the last fiscal quarter of this year and ex-
tend well into fiscal 1958. Warner Bros, ob-
tains about 40% of its revenues in foreign
markets. In addition to motion picture pro-
duction and distribution, company through
subsidiaries operates a music publishing
business and holds minority interest in a
major British theatre chain. Projection of
annual revenues to 1960-62 economy: $92
million.
RKO Tv, Rountree Merge;
Latter to Use RKO Facilities
RKO Television and Rountree Productions
Inc., last week announced a merger with the
implication that RKO Television will be
placing its film production facilities at the
disposal of Rountree.
Meanwhile, RKO Television can be ex-
pected soon to announce a new national
sales pattern for its tv shows.
Both moves involve Adolf N. (Abe) Hult
who only recently was appointed special
sales consultant for RKO Television. Mr.
Hult will act as coordinator for RKO in the
RKO-Rountree arrangement, while Roun-
tree Productions will be represented by
Oliver Presbrey, president, and Bob Novak,
executive vice president.
In addition to providing production for
Rountree, RKO Television will act as exclu-
sive sales representative for Rountree shows.
Among these: Leave It to the Girls, live tv
panel show; This House Is Haunted and
Mike the Magic Cat, both to be filmed.
Television Programs of America
Adds Three Account Executives
WALTER K. NEILL, Hugh M. Simpson and
Stan Byrnes have joined Television Pro-
grams of America Inc., New York, as ac-
count executives. In announcing these ad-
ditions last week, Michael M. Sillerman.
executive vice president of TP A, said Mr.
Neill would headquarter in Detroit, Mr.
Simpson in New Orleans and Mr. Byrnes
will be on a roving assignment.
Mr. Neill formerly was head of his own
advertising and public relations agency in
Los Angeles, was an account executive with
Ruthrauff & Ryan in that city and then served
four years in the U. S. Foreign Service. He
was with the U. S. Embassy in London and
the U. S. legations in Cairo. Canberra, Aus-
tralia and the Phillipines.
Mr. Simpson formerly was with WALA-
TV Mobile, Ala., and the L. M. Berry Co.
as sales supervisor.
Mr. Byrnes formerly was with WOR-TV.
Louis G. Cowan Inc. and was sales man-
ager of Pathe Pictures, all in New York.
Page 42 • May 20, 1957
Broadcasting • Telecasting
According to the Nielsen
Coverage Service Number 2
WSB-TV the dominant Georgia station
The map shows WSB-TV effective coverage
area as determined by Nielsen (March-May,
1956). 136 counties with 536,690 viewer
families are covered by WSB-TV. No other
Atlanta television station covers as many
counties; no other is viewed by as many
families.
In the 50% or better penetration areas:
WSB-TV covers 100 counties
25% more than Station B
72% more than Station C
WSB-TV viewed by 419,810 families
7% more than Station B
24% more than Station C
RETAIL SALES*— In the 50% or better
penetration areas, counties covered by WSB-
TV have retail sales of $2,209,524,000.
This is $135,277,000 more than Station B,
and $456,271,000 more than Station C. For
complete details of the Georgia NCS study
contact your Petry man. Get more for your
money in Georgia. Get on WSB-TV.
*SRDS Consumer Markets
U i 1
WSB-TV
ATLANTA
Broadcasting • Telecasting
May 20, 1957 • Page 43
thanks to koin-tv. And his stock soared. Let agencyman W. J. Mackay
of Miller, Mackay, Hoeck and Hartung tell you the real-life success story
of Bar-S Holiday Ham, a luxury item in search of a market.
"*Bar-S was virtually unknown in the Portland, Oregon market, and had
major competition to overcome. We tried various advertising approaches,
but none succeeded, until we turned to television, on koin-tv. Then,
the consumer demand was so marked — and so immediate — that Bar-S was
able to increase its distribution widely, not only in Portland but throughout
the entire valley area. As a result, Bar-S enjoyed a healthy 60 ' < sales
increase in 1956 over 1955... all the more impressive when you consider
that it was accomplished in a period of slightly over six months!"
Unusual? Not at all. Bar-S Holiday Ham is no different from the hundreds
of other products and services, large and small, which expand their markets
and create new markets by using one or more of the 1 3 television stations
( and the regional network ) represented by CBS Television Spot Sales.
Good spot to be in! ,
Representing: WCBS-TV New York, WBBM-TV Chicago. KNXT Los Angeles, WCAU-TV Philadelphia.
wtop-tv Washington. WBTV Charlotte, wbtw Florence, wmbr-tv Jacksonville. KSL-tv Salt Lake City,
KGUL-TV Galveston-Houston, wxix Milwaukee, KOIN-TV Portland (Ore.), whct Hartford, and the
CBS Television Pacific Network
CBS Television
Spot Sales $
FILM
THE 10 TOP FILMS
IN 10 MAJOR MARKETS
AS RATED BY ARB IN APRIL
NEW YORK seven-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Highway Patrol
(Ziv)
Mon.
7:00
WRCA-TV
19.4
2.
Silent Service
(NBC Film)
Fri.
7:00
WRCA-TV
12.9
3.
Celeb. Playhouse (Scr. Gems)
Tues.
7:00
WRCA-TV
12.7
4.
Whirlybirds
(CBS Film)
Thurs.
7:30
WPIX
11.8
5.
Death Valley
(McC-E)
Wed.
7:00
WRCA-TV
11.6
6.
Rosemary
Clooney
(MCA-TV)
Sat.
7:00
WRCA-TV
10.8
7.
Popeye
(AAP)
Sun.
4:30
WPIX
10.3
M-F
6:00
Sat.
5:30
8.
Superman
(Flamingo)
Tues.
6:00
WABC-TV
9.0
9.
Looney Tunes (Guild & AAP)
Mon.-
6:30
WABD
8.7
Sat.
10.
Abbott & Costello (MCA-TV)
Sat.
7:00
WPIX
8.3
FROM the monthly audience surveys of American
Research Bureau, B»T each month lists the 10 top
selected to represent all parts of the country with
rated syndicated film programs in 10 major markets,
various degrees of conpetition. Despite all precau-
tions, occasional errors will occur in these tables, due
to use of the same program name for both a syndi-
cated and a network series and the practice of some
stations of substituting local titles (such as [advertiser]
Theatre) for real program names.
SEATTLE-TACOMA four-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Life of Riley
(NBC Film)
Thurs.
7:30
KING-TV 38.6
2.
Search For Adven. (Bagnall)
Sat.
7:00
KING-TV 35.0
3.
Highway Patrol
(Ziv)
Thurs.
7:00
KOMO-TV 33.3
4.
Sheriff of Cochise (NTA)
Mon.
7:00
KING-TV 30.8
5.
Death. Valley
(McC-E)
Thurs.
9:00
KOMO-TV 25.1
5.
Superman
(Flamingo)
Tues.
6:00
KING-TV 25.1
6.
Kingdom of Sea
(Guild)
Tues.
7:00
KOMO-TV 23.4
7.
Last of Mohicans (TP A)
Wed.
6:00
KING-TV 21.5
8.
Annie Oakley
(CBS Film)
Fri.
6:00
KING-TV 20.6
9.
Wild Bill Hickok
(Scr. Gems)
Thurs.
6:00
KING-TV 19.4
10.
Whirlybirds
(CBS Film)
Thurs.
8:30
KING-TV 19.1
LOS ANGELES seven-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Death Valley
(McC-E)
Sat.
7:00
KRCA
17.8
2.
San Fran. Beat
(CBS Film)
Sat.
9:30
KTTV
16.1
3.
Life of Riley
(NBC Film)
Mon.
8:30
KTTV
15.4
4.
Highway Patrol
(Ziv)
Mon.
9:00
KTTV
14.2
5.
Mr. D. A.
(Ziv)
Sat.
9:00
KTTV
13.5
6.
Whirlybirds
(CBS Film)
Mon.
7:30
KHJ-TV
13.1
7.
Popeye
(AAP)
Mon.-
7:00
KTLA
12.4
Fri.
7.
Science Fiction
(Ziv)
Mon.
8:00
KTTV
12.4
8.
Man Called X
(Ziv)
Mon.
8:30
KHJ-TV
12.0
9.
Buffalo Bill Jr.
(CBS Film)
Fri.
6:00
KABC-TV
11.9
10.
Search For Adven. (Bagnall)
Thurs.
7:00
KCOP
11.8
CLEVELAND three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Highway Patrol
(Ziv)
Tues.
10:30
WJW-TV
28.3
2.
Sheriff of Cochise (NTA)
Sun.
10:30
KYW-TV
23.2
3.
Soldiers of Fort.
(MCA-TV)
Thurs.
7:00
KYW-TV
22.6
4.
Frontier
(NBC Film)
Sat.
10:30
WJW-TV
21.7
5.
Death Valley
(McC-E)
Sat.
7:30
WJW-TV
19.2
6.
State Trooper
(MCA-TV)
Mon.
10:30
KYW-TV
18.0
7.
Range Rider
(CBS Film)
Sun.
7:00
WEWS
17.8
8.
Annie Oakley
(CBS Film)
Sat.
6:30
WJW-TV
16.6
9.
Science Fiction
(Ziv)
Tues.
7:00
KYW-TV
16.5
10.
Studio 57
(MCA-TV)
Fri.
7:00
KYW-TV
16.3
CHICAGO four-station market
Rank Program
Distr.
Day &
Time
Sta. Rating
1.
State Trooper
(MCA-TV)
Wed.
9:30
WNBQ
22.4
2.
Sheriff of Cochise (NTA)
Fri.
7:30
WNBQ
16.1
3.
Superman
(Flamingo)
Fri.
6:00
WGN-TV
15.8
4.
Secret Journal
(MCA-TV)
Sat.
10:00
WNBQ
15.2
5.
Studio 57
(MCA-TV)
Mon.
9:30
WBKB
14.4
6.
Soldiers of Fort.
(MCA-TV)
Mon.
6:00
WGN-TV
13.7
7.
Wild Bill Hickok (Scr. Gems)
Tues.
6:00
WGN-TV
13.5
8.
Buffalo Bill Jr.
(CBS Film)
Thurs.
6:00
WGN-TV
12.8
8.
Highway Patrol
(Ziv)
Fri.
8:00
WGN-TV
12.8
8.
San Fran. Beat
(CBS Film)
Tues.
9:00
WGN-TV
12.8
9.
Men of Annapolis (Ziv)
Mon.
9:30
WGN-TV
12.1
10.
City Detective
(MCA-TV)
Fri.
9:30
WGN-TV
12.0
ATLANTA three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Badge 714
(NBC Film)
Mon.
7:00
WSB-TV 30.1
2.
Superman
(Flamingo)
Wed.
7:00
WSB-TV 28.2
3.
Highway Patrol
(Ziv)
Fri.
7:30
WAGA-TV 21.7
4.
Amos 'n Andy
(CBS Film)
Thurs.
7:00
WAGA-TV 20.3
5.
State Trooper
(MCA-TV)
Fri.
7:00
WAGA-TV 19.3
6.
Susie
(TPA)
Mon.
7:30
WSB-TV 15.7
7.
Science Fiction
(Ziv)
Tues.
7:00
WAGA-TV 15.4
8.
City Detective
(MCA-TV)
Wed.
6:30
WLWA 15.1
9.
Wild Bill Hickok (Scr. Gems)
Thurs.
6:00
WLWA 14.4
10.
Sheriff of Cochise (NTA)
Sat.
7:00
WSB-TV 14.2
WASHINGTON four-station market
COLUMBUS three-station market
Rank Program Distr. Day & Time
1. Highway Patrol (Ziv) Sat. 7:00
2. Brave Eagle (CBS Film) Fri. 6:00
3. Wild Bill Hickok (Scr. Gems) Thurs. 7:00
4. Superman (Flamingo) Tues. 7:00
5. Ramar (TPA) Wed. 7:00
6. Frontier (NBC Film) Sat. 10:30
7. Soldiers of Fort. (MCA-TV) Mon. 7:00
8. Annie Oakley (CBS Film) Fri. 7:00
9. Jungle Jim (Screen Gems) Wed. 6:00
10. Buffalo Bill Jr. (CBS Film) Thurs. 6:00
Sta. Rating
WTOP-TV 24.5
WMAL-TV 18.3
WRC-TV 18.2
WRC-TV 16.8
WTOP-TV 15.7
WTOP-TV 15.4
WTOP-TV 15.3
WTOP-TV 13.4
WMAL-TV 12.6
WMAL-TV 12.3
Rank Program
Distr.
Day & Time
Sta.
Rating
1.
Highway Patrol
(Ziv)
Tues.
10:30
WBNS
-TV
33.0
2.
Soldiers of Fort.
(MCA-TV)
Wed.
6:30
WBNS
•TV
24.3
3.
Frontier Doctor
(H-TV)
Fri.
7:00
WTVN
-TV
22.2
3.
Public Defender
(Interstate)
Mon.
6:30
WBNS-
■TV
22.2
4.
Sheriff of Cochise
(NTA)
Thurs.
7:30
WBNS-
TV
20.5
5.
Men of Annapolis
(Ziv)
Fri.
9:30
WBNS-
TV
20.2
6.
Waterfront
(MCA-TV)
Fri.
6:30
WBNS-
•TV
18.9
7.
Last of Mohicans
(TPA)
Sat.
10:30
WBNS-
■TV
18.1
8.
Whirlybirds
CBS-Film)
Thurs.
7:00
WTVN
-TV
16.4
9.
Superman
(Flamingo)
Wed.
6:00
WBNS-
TV
16.1
in
China Smith
(NTA)
Wed.
7:00
WTVN
-TV
15.5
MINNEAPOL1S-ST. PAUL four-station market
BOSTON two-station market
Rank Program Distr.
1. State Trooper (MCA-TV)
2. Sheriff of Cochise (NTA)
3. Search. For Adven. (Bagnall)
4. Death Valley (McC-E)
5. Studio 57 (MCA-TV)
6. Wild Bill Hickok (Scr. Gems)
7. Highway Patrol (Ziv)
8. Superman (Flamingo)
9. Badge 714 (NBC Film)
10. Rosemary
Clooney (MCA-TV)
Day & Time
Sta. Rating
Tues.
9:30
KSTP-TV
24.8
Sat.
9:30
WCCO-TV
19.2
Mon.
9:30
WTCN-TV
17.8
Sat.
6:00
WCCO-TV
17.0
Wed.
9:30
KSTP-TV
14.3
Sat.
5:30
WCCO-TV
13.7
Thurs. 10:30
KSTP-TV
13.6
Sun.
4:30
WCCO-TV
13.3
Tues.
10:30
KSTP-TV
13.1
Sun.
5:00
WCCO-TV
12.5
Rank Program
1. Waterfront
2. Death Valley
3. I Led 3 Lives
4. Superman
5. State Trooper
6„ Wild Bill Hickok (
7. Studio 57
8. Annie Oakley (
9. Ramar
10. Star Performance
Distr.
(MCA-TV)
(McC-E)
(Ziv)
(Flamingo)
(MCA-TV)
Scr. Gems)
(MCA-TV)
CBS Film)
(TPA)
(Official)
Day &
Sun.
Fri.
Wed.
Fri.
Sun.
Tues.
Tues.
Sun.
Thurs.
Sun
Time
7:00
10:30
7:30
6:30
10:30
6:30
10:30
5:00
6:00
10:30
Sta. Rating
WNAC-TV 26.5
WNAC-TV 25.0
WNAC-TV 24.4
WNAC-TV 22.3
WNAC-TV 18.9
WNAC-TV 18.7
WBZ-TV 18.4
WNAC-TV 17.3
WNAC-TV 16.7
WBZ-TV 16.4
Page 46 • May 20, 1957
Broadcasting • Telecasting
TO RUSSELL JONES
UNITED PRESS
THE TRIPLE CROWN FOR INTERNATIONAL REPORTING!
"... for his excellent and sustained coverage of the Hungarian
revolt against Communist domination, during which he worked at
great personal risk within Russian-held Budapest and gave front-line
eyewitness reports of the ruthless Soviet repression of the
Hungarian people." — Pulitzer Award.
During that bloody month of November, Jones was the only American
newsman on the scene. He was there when the Russian tanks rolled
in to crush the uprising, and did not leave until the Red puppet
government expelled him early in December.
Jones now has received three of journalism's highest honors:
the Pulitzer Prize, the Sigma Delta Chi Award for foreign correspondence,
and the Overseas Press Club's George Polk Memorial Award
for the best reporting requiring exceptional courage and enterprise.
He is the only reporter ever to win all three.
United
P
P. NEWS PRODUCES
Broadcasting • Telecasting
May 20, 1957 • Page 47
FILM
ANIMATED ADS
ZIV Television Programs' Mexico
City office is fielding a baseball team
in a semi-pro league this year — and
is making certain that spectators will
not forget the names of the company's
programs carried in Mexico. The
names of the various Ziv tv programs
(in Spanish) are emblazoned on the
players' uniforms, with the team's
"clubhouse lawyer" sporting El Senor
Fiscal (Mr. District Attorney); the
champion base-stealer, Lo Inseparado
(The Unexpected); the fastest fielder,
Patrullas De Caminos, (Highway Pa-
trol), and the top pitcher, El Agente X
(The Man Called X). Monte Kleban,
head of Ziv Tv's Mexico City opera-
tion, is credited with the idea for the
baseball team.
FILM SALES
Gross-Krasne Inc., Hollywood, announces
sale of 39 O. Henry Playhouse segments to
British Broadcasting Corp.
Associated Artists Productions, N. Y., an-
nounces sale of Warner Bros, features and
cartoons, including "Popeye" series. Car-
toons, features and "Popeye" bought by
WLOS-TV Asheville, N. C; WIIC (TV)
Pittsburgh; KGEO-TV Enid-Oklahoma City
and KFRE-TV Fresno, Calif. Other sales
were to WTVJ (TV) Miami for cartoons;
WKRG-TV Mobile for cartoons and "Pop-
eye"; WBRZ (TV) Baton Rouge, "Popeye,"
and WILK-TV Wilkes-Barre, Pa., Warner
Bros, features.
National Telefilm Assoc., N. Y., announces
sale of Sheriff of Cochise, half-hour tv film
series (dubbed in Spanish), to WKAQ-TV
San Juan, P. R., marking first sale of series
in Latin America.
Interstate Tv Corp., N. Y.. announces sale
of its Adventure Action Westerns to WSJS-
TV Winston-Salem, N. C; WTVO (TV)
Rockford, 111.; WWJ-TV Detroit; KBTV
(TV) Denver; WSAV-TV Savannah. Other
sales announced: Adventure Album and
Hans Christian Andersen, CBNT (TV)
Montreal; Jubilee Theatre, WWJ-TV
Detroit and WSPA-TV Spartanburg, S. C;
Little Rascals, KFVS-TV Cape Girardeau,
Mo.; WTTV (TV) Indianapolis-Blooming-
ton; WPTA (TV) Roanoke, Ind.; WNCT
(TV) Greenville, N. C; KOLO-TV Reno,
Nev. and KHJ-TV Hollywood; Public De-
fender, WSPA-TV Spartanburg, S. C; seven
features, KSL-TV Salt Lake City; KONA
(TV) Honolulu and KAKE-TV Wichita,
Kans.; KRON-TV San Francisco; KBTV
(TV) Denver; KERO-TV Bakersfield and
WDSU-TV New Orleans.
FILM DISTRIBUTION
National Telefilm Assoc., N. Y., last week
offered for distribution to stations new half-
hour tv film series, The Big Little Show,
consisting of music revue programs produced
by various theatrical motion picture com-
panies.
TRADE ASSNS.
ELECTRONICS IN FOR BIG GROWTH
• Reports back this at RETMA Chicago convention
• Baker re-elected; Reynolds new general counsel
ELECTRONICS manufacturing is headed
toward an era of vast expansion, led by such
basic economic factors as the automation
trend, military demands, the evolution of
color television and the popularity of hi-fi,
and portable radio and tv sets.
Members of Radio-Electronics-Tv Mfrs.
Assn., meeting in Chicago last week, sur-
veyed a series of reports showing the steady
rise of electronics to the fifth-ranking place
in all American industry.
The 33rd annual RETMA convention re-
elected Dr. W. R. G. Baker. General Elec-
tric Co., as president.
William L. Reynolds, Washington, was
elected general counsel Friday to succeed
Glen McDaniel, who has held the position
since 1952. Mr. Reynolds had been serving
as assistant general counsel for the last year.
Before joining RETMA in 1953 he was an
associate in the Washington law firm of
Covington & Burling. Mr. McDaniel, a
member of the New York law firm of Lund-
gren, Lincoln & McDaniel, was president of
RETMA in 1951, 1953 and 1954.
James D. Secrest was re-elected executive
vice president and secretary and Leslie F.
Muter, Muter Co.. re-elected treasurer.
Among statistical highlights cited at
RETMA's 33rd annual convention were:
• Electronic equipment and parts are
being produced at an annual rate of over
$6 billion — about equally divided between
military and commercial business.
• Overall electronics volume is close to
$12 billion, with inclusion of broadcasting
revenue, merchandising distribution costs
and servicing. (RETMA's marketing data
department estimates total billings of elec-
tronics, with these inclusions, at about $11
billion with dollar value of manufacturers'
sales pegged at nearly $5.7 billion.)
• About two million portable tv units
and 1.25 million transistor radios were pro-
duced last year. Six million tv receivers were
turned out with dollar volume of $795 mil-
lion. A total of 9.3 million home, clock and
portable radios were manufactured with fac-
tory sales of $195 million — portables ac-
counting for 3.75 million units, a gain of
40% from 2.67 million. (Total radio pro-
duction: 15,350,000, with a nearly 10%
gain in manufacturers' sales. ) Phonograph
sales hit five million units: auto set output
rose slightly.
• Total dollar value of all amusement
devices (radio, tv, phonographs, etc.) was
$1.5 billion. Also up: industrial-commer-
cial products, from $850 million to nearly
$1 billion: military products, from $2.6 bil-
lion to $2.8 billion, and replacement parts,
from $800 million to $900 million.
• Parts sales for initial equipment use in
1956 hit $1.5 billion, with replacement com-
ponents sold by jobbers bringing the total
to about $2.3 billion.
• Thirty-four manufacturers suffered "fi-
nancial difficulties" from May 1956 through
March 1957 with components parts makers
(14) hardest hit, phonograph and hi-fi (6)
next and radio-tv manufacturers (5) third.
• American commercial exports of elec-
tronic equipment-parts rose 24% in 1956.
Broadcast station equipment increased from
$4.3 million in 1954 to over $8 million last
year; shipments of non-broadcast heavy
electronic equipment jumped from $88 mil-
lion in 1955 to past the $100 million mark.
Radio exports declined, with shipment of
322,000 sets with dollar value of over $7.5
million.
In his annual report Thursday, Dr. Baker
noted the investment of billions of dollars
by the Defense Dept. in research and de-
velopment (about $15 billion) from 1950
to 1956 and cited "remarkable vitality" of
radio and other "older products of the in-
dustry" [B*T, May 6]. He cited close co-
operation with FCC, the Defense Dept. and
other organizations in various projects the
past year. He described relations with the
commission as "most friendly and coopera-
tive." He also noted RETMA's participation
in Television Allocations Study Organiza-
tion (TASO) to conduct studies involving
uhf-vhf. Dr. Baker is expected to testify
before FCC in hearings on allocations above
DR. BAKER
MR. REYNOLDS
Page 48
May 20, 1957
890 mc. The hearings on FCC's proposal
to review allocations between 25 and 890
mc are not expected before 1958, he said.
Robert S. Bell, Packard-Bell Electronics
Corp. and acting chairman of RETMA's
set division, described volume output of
portable tv sets and transistor radios as "the
highlight" of the set industry the past year,
despite lower unit profits for manufacturers.
In addition to 1,250,000 transistor radio
portables made in 1956, two million tran-
sistorized auto sets were produced.
Commenting on the drop in tv set sales
and production "despite encouraging retail
sales," Mr. Bell noted the radio-phonograph
business, "provided a welcome contrast as
both the public clamor for hi-fi equipment
and the popularity of the new miniature
portables provided new stimulants for a
market which at one time was thought to
have been obliterated by television."
J. A. Hatchwell, RETMA Service Com-
Broadcasting • Telecasting
ANOTHER FABLE OF PROFITS
(How To Feather Your Net)
NCE UPON A TIME there was a station manager who
thought that bird -watching was strictly for the birds.
He couldn't even tell the difference between a sitting
duck and a gaggle of geese.
One unproductive day, while blundering about the
Madison Avenue aerie with his tattered bird-book and
foggy scope, he met the friendly Boiling man who deftly
taught him how to sharpen his focus and recognize all
the calls.
Today he is a bird-watcher of rare distinction who can
always detect the clink of the double-eagle.*
The moral of this story is ... a guy with two good eyes
who won't see is surely blind.
*For finer focus phone us.
THE BOLLING COMPANY in.
STATION REPRESENTATIVES
247 PARK AVENUE, NEW YORK CITY, N. Y.
CHICAGO • BOSTON • LOS ANGELES . SAN FRANCISCO
mittee chairman, observed that the value of
a sound program for radio-electronics-tele-
vision is "recognized now more than ever
before" by industry as equipment sales fig-
ures continue to increase steadily. The as-
sociation is helping vocational, trade and
technical schools to modernize their train-
ing, with the program now in its fifth year,
he said.
A report on American equipment exports
was given by Ray C. Ellis, Raytheon Mfg.
Co. and chairman of RETMA's interna-
tional department. He stated:
"New television facilities are being in-
stalled at an increasing rate around the
world, and U. S. television receiver ship-
ments nearly doubled between 1955 and
1956. Although 315 tv stations were in op-
eration at the start of 1957 outside the
United States and its possessions, only about
13.6 million tv sets were in use. Over 200
more stations are expected to begin opera-
tions in various foreign countries during the
next two years. Many of these markets are
closed to American products, but our ex-
ports should reflect this expansion of the
international tv situation."
Over 40 separate division, committee and
section meetings were held during the three-
day convention, culminating in a meet-
ing of the new board of directors Friday
afternoon.
Overall allocations study and work of the
Television Allocations Study Organization,
of which RETMA is a member and to
which it contributes, came in for prolonged
discussion, particularly at a panel session of
technical products members Thursday morn-
ing featuring FCC representatives. RETMA
takes no official stand, because of mixed
feelings of members, on allocations, espe-
cially on shifting television to uhf, but has
been active in TASO.
Allocations question was broken down into
two categories — between 25 mc and 890 mc
and all frequencies over 890 mc. Panelists
included E. F. Kenehan, chief of FCC's
Broadcast Bureau, Curtis B. Plummer, FCC
special radio services and safety, and S. N.
Alexander, National Bureau of Standards.
Balcom: Electronic Automation
Answer to Better Living Norm
INCREASED automation is "the only an-
swer" to a steadily higher standard of liv-
ing and the "second industrial revolution"
can be accomplished solely by commercial
and industrial electronics, Max F. Balcom,
director-consultant.
Sylvania Electric
Products Inc., as-
serted last week.
Mr. Balcom was
recipient of the
1957 medal of hon-
or for outstanding
service to electron-
ics, awarded by
Radio - Electronics -
Tv Mfrs. Assn. at
its annual industry
MR. BAICOM banquet in the
Sheraton Hotel
Thursday evening. The presentation was
made by Dr. W. R. G. Baker, vice president
Page 50 • May 20, 1957
of General Electric Co. and RETMA presi-
dent.
Commercial and industrial electronics
hold the "largest potential" for the future,
Mr. Balcom stated, because only electronics
can meet the growing needs of the manu-
facturing plant and office for automation
to meet labor shortages. He said it is the
only answer to a shorter work week by 1975
— when gross national product is expected
to reach $850 billion and the working force
80 million people — and a steadily increas-
ing standard of living. Commercial and
industrial electronics, now near the billion
dollar mark, should grow $500-$600 mil-
• RCA head sees spurt 'any time'
• But he sees no lower prices
COLOR tv has progressed from the "incuba-
tion" stage to the threshold of rapid growth
and "at any time" is ready for "major ad-
vances," RCA President John L. Burns as-
serted Wednesday.
At the same time he warned against
"loose talk" and claims about new types of
color tubes that can be mass-produced at
lower prices and receivers that can be of-
fered to consumers at "substantially" lower
cost than present models.
Noting the time lag between getting a
product from the drawing board to the
market, Mr. Burns stated:
"Even if an idea for an improved product
or a revolutionary development existed today
it would still be three years away from real
production. We know of no revolutionary
development in color television, even in the
discussion stage, that gives any indication
of being ready for production for at least
several years. We do not anticipate any drop
in the price of present models for a long,
long time. It is even possible that they may
have to go up slightly."
Addressing a news conference in Chicago,
Mr. Burns added that prices on RCA's new
line, to be introduced in July, may rise an
average 5% -10% and that color may re-
main "the same or go up slightly." He
claimed tint tv "will prove to be the greatest
shot in the arm for electronics since the
introduction of black and white television."
While RCA has not been "doing nearly as
well as we had hoped," Mr. Burns acknowl-
edged, sales have been mounting steadily
and RCA holds to its position that sets are
"realistically priced."
NBC-TV plans to convert practically all
network nighttime programs to color this
fall, he said, with emphasis on weekends for
peak audience viewership. He also claimed
color receivers today require less service and
that actual maintenance cost per dollar is
lower than for monochrome units.
Mr. Burns predicted that within the year
the electronics industry volume will double
its 1956 total of $11.6 billion, half of it in
new products, and cited estimates of a 5%-
10% increase in 1957. RCA business will
keep pace with this growth, he added, noting
it did over $1.1 billion volume last year.
lion in five or six years and hit $2 billion
by 1956, he added.
Television is moving into a period of
"reasonable maturity," he claimed, after
"unusually intensive competition" and re-
duction in number of tv set manufacturers
from 101 in 1954 to 32 at present.
Color tv was one of the "major break-
throughs" in electronics and has an "enor-
mous potential," Mr. Balcom stated, point-
ing out time is needed before set sales ap-
proach those of black and white models.
He felt color is "coming along steadily and
before too very long will become a substan-
tial portion of total set sales."
RCA volume the first quarter of 1957 hit
nearly $300 million [B«T, May 19].
RCA expects to help pioneer and develop
the fields of industrial and commercial elec-
tronics, including telecommunications (and
pocket portable instruments); military elec-
tronics, and color tv.
Mr. Burns predicted that within 10 years
inventories "across the board." He described
portable tv as "an important part of the
market" and noted growth in mobile com-
munications volume. Mr. Burns also felt
transistorized tv receivers are some time off
yet and probably will materialize with the
emergence of wallside mural television, de-
spite present advances in transistor circuitry.
RCA has "a big stake" in Chicago and Chi-
cago in electronics, Mr. Burns commented,
noting that wholly and non-primary elec-
tronics firms do an annual business of $10
billion.
Fellows Predicts Automation
For Entire Industry by 1994
BROADCASTING, 1994 version, will have
tv sets operated automatically by program
cards, mood radio music, pre-set radio and
tv sets for children's rooms and dimensional
radio coverage of entire rooms, according
to NARTB President Harold E. Fellows.
Addressing the Emerson College Seminar
on Contemporary Broadcasting at Boston
last Tuesday, Mr. Fellows took a look into
the broadcasting of the future.
Automation will exist at the transmitting
level, he said, with stations put on the air
by clock activation and programmed by au-
tomatic devices such as network switching
by sub-audible impulses on recorded tape.
He predicted tv will have electronic theatres
and that international pickups will be com-
monplace. Transmitters, he said, will be
housed in an office-sized room and antennas
will be built on pneumatic shafts.
Mr. Fellows forecast combined broadcast
equipment and electronic printing rigs,
changing the character of newspapers to
more of a daily magazine format. He offered
four guideposts to insure broadcasting's role
as a central influence in continued prosperity
— private operation of the medium, free
broadcast service, freedom to communicate
the truth to the people and constant im-
provement of the medium as an instrument
of advertising and selling.
Broadcasting • Telecasting
COLOR PUSH NEAR, BURNS TELLS RETMA
high
time
at high
noon
The girls deserve a break— and take it.
Frequently right in the middle of the day.
Especially when Warner Bros, features
are shown on television.
For example: woai-tv, San Antonio,
runs a Warner Bros, feature in the noon- 1:30
time period — Monday through Friday.
February ARB ratings showed a healthy 12.6
average for the program, against 3.5 and 1.0
for the two competing stations. And KRCA-TV,
Sacramento, ran Warner Bros, features three
weekday afternoons, 2-2:30 P.M., with a
February ARB average of 13.5, against 2.2
and 0.5 for the competition.
All of which proves that good programs
win viewers, daytime as well as nighttime.
For complete details about Warner Bros,
availabilities in your area, write or phone
I
1 I
Distributors for Hj Associati
J Produdi
inc.
Associated Artists
ions Corp.
EW YORK 3ko Madison Ave., MUrray Hill 6-2323
HICAGO 75 E. Wacker Dr., DEarborn 2-U0U0
DALLAS • 1511 Bryan St., Riverside 7-8553
LOS ANGELES 9110 Sunset Blvd., CRestview 6-5886
PAB GETS SALES TIPS FROM SILVERNAIL
• He urges programs, not data
• Talks, panels feature meet
STATION operators should sell person-
alities, programming and local influence
instead of mere rating and cost-per-thou-
sand figures, Frank Silvernail, station rela-
tions manager of BBDO, New York, told
delegates to the Pennsylvania Assn. of
Broadcasters opening session Thursday at
Bedford Springs.
Mr. Silvernail was one of a group of
speakers who addressed the association,
meeting at a mountain resort. Thomas B.
Price, WBVP Beaver Falls, PAB president,
joined the convention co-chairmen, J. Robert
Gulick, WGAL Lancaster, and Lester R.
Rawlins, KDKA Pittsburgh, in conducting
the sessions.
"Any buyer wants to know what local
personalities you have developed," Mr. Sil-
vernail said. "A saturation campaign for a
general-appeal item is apt to gravitate to the
station with the most special-interest per-
sonalities." Instead of being "mad at the
networks" for developing multi-message and
segmentation plans, he said, stations "ought
to be grateful to them for having brought
radio back in any form to the national ad-
vertisers' attention."
Human Element Paramount
He proposed that stations study network
program and sales formulas and develop
some new ideas of their own. He deplored
"a pitiful tendency to sell only by the. num-
bers," though conceding ratings, coverage
and cost data are helpful. He reminded that
"the human element" can be of paramount
importance in the choice of a station and
urged managers to keep district managers
and dealers sold on the value of radio cam-
paigns. Finally, he said, managers or com-
mercial managers should make a personal
trip at least once a year "to find out what
we are like and let us get to know you."
The PAB program included a retailing
panel moderated by Milton J. Bergstein,
WMAJ State College. Participants were
Robert E. Dick, WBVP; Philip K. Eberly,
WSBA York; Harold Waddell, WRCV
(TV) Philadelphia, and Thomas R. Nunan,
WGAL. Kevin B. Sweeney, president of
Radio Advertising Bureau, spoke at the
Thursday luncheon. Kenneth W. Stowman,
WFIL-AM-TV Philadelphia, moderated a
panel on surveys. Speakers were James Sell-
er, American Research Bureau, and Dr.
Sidney Roslow, Pulse Inc.
A sports panel was moderated by John
S. Booth, WCHA Chambersburg. Panel
members were Frank Altdoerffer, WLAN
Lancaster; Herbert Kendrick, WHGB Har-
risburg; Will L. Ketner, WVAM Altoona,
and Roy E. Morgan, WILK-AM-TV Wilkes-
Barre. Taking part in a film panel were
Frank Cummins, WJAC-TV Johnstown,
moderator; David Bennett, Triangle Stations,
and Vance Eckersley, WDAU-TV Scran-
ton.
FCC Comr. Rosel H. Hyde addressed the
Page 52 • May 20, 1957
Thursday banquet. June L. Buzzelli, KDKA
Pittsburgh, spoke Friday on elections. A
promotion panel, moderated by Joseph Con-
nolly, WCAU Philadelphia, included Thom-
as W. Metzger, WMRF Lewiston, and
George Koehler, WFIL.
Robert H. Teter, vice president-radio di-
rector of Peters, Griffin, Woodward Inc.,
speaking on the topic "If I Were a Manager
Again," said he would "strive for a casual,
friendly relationship with every employe of
the station, from janitor to vice president."
Former general manager of KYW before
the Westinghouse station moved from Phila-
delphia to Cleveland, he emphasized the im-
portance of operating a station according to
carefully drawn plans.
Radio waited too long to rediscover itself
in the face of new competition, he said,
failing to talk about the outside-the-living-
room audience until ratings began to drop,
he said. Radio and tv will be harder to sell
in the future and the two media should
prepare sales strategies accordingly, he sug-
gested. He proposed that salesmen talk in
terms of what a show can do for a client
instead of submitting stacks of ratings and
cost figures. He advised tailor-made pro-
gramming to broaden the audience base and
suggested close cost studies to avoid operat-
ing losses.
Charles H. Tower, NARTB employer-
employe relations director, said management
should analyze individual employe motiva-
tional drives to find how they may best be
used to further the overall objectives of the
organization. "Good personnel practices are
not a matter of philanthropy but of profit,"
he said.
Leslie B. Sterne, radio director of Smith.
Taylor & Jenkins, Pittsburgh agency, advised
broadcasters to include in their planning
"those homes in which there is a television
set but no radio, car radios excluded." He
said the number of such homes is as large
as the number having radio but no tv.
Mr. Sterne reminded that the age of mem-
bers of a family plays an important part in
listening-viewing habits and proposed care-
ful study of the vast differences in living pat-
terns of homes.
David L. McDonald, manager of adver-
tising planning, Westinghouse Electric Corp.,
described radio as a medium "offering excel-
lent opportunities for durable goods manu-
facturers." He recalled a successful radio
spot saturation campaign conducted in a
major market by a competitor, with business
"in his major items almost doubling during
a 12-month period." He said radio helped
bring this record though other factors con-
tributed. "A hard-selling commercial mes-
sage, tastefully done, broadcast several times
a day, seven days a week for 52 weeks, is
bound to be a strong selling tool," he told
the meeting.
Mr. McDonald offered these suggestions,
"Don't try to sell us advertising; sell us mer-
chandising campaigns to help us sell our
products. Show us how advertising on your
stations will help us build brand acceptance
for our products, stimulate dealers to push
our goods, and finally help in persuading the
American consumer to part with a few of
her hard-earned dollars."
Ralph Baruch of CBS Film Sales, dis-
cussed the merits of syndicated films and
cited instances of their successful use.
Mr. Seiler demonstrated the accuracy of
sampling techniques by letting several dele-
gates pick about 200 buttons out of a bowl
containing 15.000 buttons of five colors.
Each had within about 1 % of the color ratio
in the bowl. He listed four rules for use of
research — select a reputable company using
sound methods; remember that sampling er-
rors exist and never believe a change "until
you see it twice"; consider such other factors
as audience composition and sales effective-
ness of commercials, and check possible rea-
sons for a trend before becoming alarmed.
Pulse has developed a technique for meas-
uring the "cost per rating" of radio, tv, and
print media on an "equitable basis." Dr.
Roslow said. The technique is a refinement
of the "single and equitable and comparable"
method developed by Pulse over the past
two years for measuring different media on
the same basis. In the most recent field
studies, Dr. Roslow said, the technique was
used to measure a morning daily, an evening
daily, a radio station and a television station,
all located in the same metropolitan market.
"Broadcasters," Dr. Roslow said, "will be
interested in learning that radio was the
most economical, television next, and news-
papers the most expensive. But advertisers
may be even more interested.
"For one thing, it indicates that all media
have been too anxious to talk big numbers
instead of about effectiveness even though
such an evaluation is based on lesser num-
bers; and just as important, this technique
indicates that the time may have arrived
when advertisers should seriously plan on
integrating the various media they use. The
use of one to emphasize the message in an-
other could double the impact of both."
MST Board Orders Study
Of Membership Extension
A MOVE is underway to broaden the mem-
bership base of Maximum Service Telecast-
ers Inc. to include tv stations which, al-
though not operating at maximum power,
are actually operating at maximum service.
The MST board, at a meeting in Washing-
ton last week, ordered a study to be made
to determine whether membership should be
extended to those stations which, although
operating below maximum power, are do-
ing so because their antennas are above the
maximum permissible heights (1,000 ft.
above average terrain in Zone I; 2,000 ft. in
Zones II and III). Where antennas are above
maximum heights, power must be reduced,
under FCC rules, according to an antenna
height-power formula.
The MST board voted to participate in
the upcoming 25-890 mc FCC study, and
announced the election to membership of 10
more stations, bringing the total MST mem-
bership to 124. New member stations are
WISH-TV Indianapolis, Ind.; WJBK-TV De-
troit, Mich.; KPIX (TV) San Francisco.
Calif.; WJW-TV Cleveland, Ohio; KYW-TV
Broadcasting • Telecasting
CAPITAL SCENES *7
I very thing (and body) comes under investigation in Washington at one time or another.
But careful scrutiny of the Washington market only enhances WTOP Radio's reputation. WTOP
gives you ( 1 ) the largest average share of audience (2) the most quarter-hour wins (3 ) Washington's
favorite personalities and (4) ten times the power of any radio station in the Washington area.
WTOP RADIO
Operated by The Washington Post Broadcast Division
Represented by CES Radio Spot Sales
TRADE ASSNS.
Cleveland, Ohio; KTHV (TV) Little Rock,
Ark.; WNBF-TV Binghamton, N. Y.;
KOLN-TV Lincoln, Neb.; WKZO-TV Kala-
mazoo, Mich., and KTVX (TV) Muskogee,
Okla.
Attending last week's board meeting were
Jack Harris, KPRC-TV Houston, Tex.,
president; John S. Hayes, WTOP-TV Wash-
ington, D. C; Carter M. Parham, WDEF-
TV Chattanooga, Tenn.; Harold C. Stuart,
KVOO-TV Tulsa, Okla.; Ward Quaal,
WGN-TV Chicago, 111.; John H. DeWitt Jr.,
WSM-TV Nashville, Tenn.; Robert D.
Swezey, WDSU-TV New Orleans, La.;
Lawrence H. Rogers II, WSAZ-TV Hunt-
ington. W. Va., and Donald D. Davis,
KMBC-TV Kansas City.
Radio-Tv Newsmen Out to End
Row With Newspaper Reporters
STEPS to end any friction between radio-tv
newsmen and newspaper reporters in cover-
ing news events were taken last week by the
board of Radio-Television News Directors
Assn. at its semi-annual meeting in Chicago.
The board voted to set up a professional
standards committee seeking equal treatment
for all news media at public events and to
ask cooperation of the American Society of
Newspaper Editors in avoiding friction
among newsmen.
Ted Koop, CBS Washington, president of
RTNDA, said the association is deeply con-
cerned over reports of ill-feeling on the part
of a few newspapermen in covering stories,
feeling all newsmen are entitled to cover the
news equally and to bring along their own
equipment. "We seek an atmosphere of
mutual respect," he said.
The board worked on plans for the
RTNDA convention in Miami Beach, Fla.,
Nov. 7-9, deciding to concentrate on how-
to and workshop meetings. Mr. Koop ap-
pointed the following to the professional
standards committee: Sam Zellman, KNXT
(TV) Los Angeles, chairman; Charles Her-
ring, KING-TV Seattle; John Secondari,
ABC Washington; Jack Clements, WRVA
Richmond. Va.; Tom Powell, WDAU-TV
Scranton, Pa.; Floyd Kalber, KMTV (TV)
Omaha, Neb.; Ken White, KOA-TV Den-
ver; Steve Warren, WMC Memphis; Prof.
Mitchell Charnley, U. of Minnesota and
William Small, WHAS Louisville, board
liaison.
RAB Announces Schedule
For Management Conferences
THE schedule for Radio Advertising Bu-
reau's annual regional management con-
ferences, expanded this year to six meetings,
was released last week by Kevin B. Sweeney,
president. The two-day management confer-
ences will be devoted to half-day sessions
on promotion, sales management, program
planning and general management of radio
stations with all topics discussed from the
point of view of the station manager.
The first session is scheduled for Pacific
Coast stations Aug. 19-20 at Rickey's Studio
Inn, Palo Alto, Calif., to be followed the
same week by the conference for Intermoun-
tian stations and the westernmost part of
spot
RADIO
SPOT
RADIO
SPOT
RADIO
SPOT
RADIO
SPOT
SATURATION
CALCULATOR
FOR YOUR READY-REFERENCE in media-planning, John
Blair & Company has developed a new Saturation Calculator. At a
glance it shows time-costs of Saturation Spot Radio in any number
> of major markets up to 100. If you haven't received it yet, write or
phone your John Blair office for a copy. No charge, of course.
Page 54 • May 20, 1957
Broadcasting • Telecasting
insistence to melt sales resistance
and these major-market stations have established
rates providing effective repetition at low cost
Repetition has long been recognized as
basic to advertising success.
But in most media, the price-tag on
frequent repetition has zoomed into the
stratosphere.
So today, when the plans-board asks:
Within budget limits, how can we build
effective repetition into our media-
strategy? . . .
The sound answer is— SPOT RADIO.
For only in Spot Radio can most adver-
tisers afford repetition at the effective
level known as Saturation.
Through Saturation, your selling-idea is
repeated so frequently and so emphatically
that it reaches all your customers — reaches
them again and again until your selling-
idea becomes their buying-idea.
Because Saturation in Spot Radio pays-
off for the advertiser, Blair-represented
stations have established attractive rates
on saturation-schedules.
And John Blair & Company has devel-
oped the new Saturation Calculator, shown
at the left. At a glance it shows how many
major markets can be covered with a spe-
cific budget— how often— and for how long.
A call to the nearest John Blair office
will bring your copy of the Calculator—
and detailed information on methods of
applying the full power of Repetition in
reaching your sales-goals for 1957.
JOHN
BLAIR
t COMPANY
JOHN BLAIR & COMPANY
OFFICES:
NEW YORK
ATLANTA
CHICAGO
DALLAS
BOSTON
LOS ANGELES
DETROIT
SAN FRANCISCO
ST. LOUIS
SEATTLE
New York WABC
Chicago WLS
Philadelphia WFIL
Detroit WXYZ
Boston WHDH
San Francisco KGO
Pittsburgh WWSW
St. Louis KXOK
Washington WWDC
Baltimore WFBR
Dallas-Ft. Worth KLIF-KFJZ
Exclusive National Representatives for
Minneapolis-St. Paul. . . WDGY
Providence WPRO
Seattle KING
Houston KTRH
Cincinnati WCPO
Kansas City WHB
Miami WQAM
New Orleans WDSU
Portland, Ore KGW
Louisville WKLO
Indianapolis WIBC
Birmingham WAPI
Columbus WBNS
San Antonio KTSA
Tampa WFLA
Albany-Schenectady-
Troy WTRY
Memphis WMC
Phoenix KOY
Omaha WOW
Jacksonville WJAX
Knoxville WNOX
Wheeling WWVA
Nashville WSM
Binghamton WNBF
Fresno KFRE
Wichita KFH
Tulsa KRMG
Orlando WDBO
Savannah WSAV
Wichita Falls-
Amarillo KWFT-KLYN
Bismarck KFYR
TRADE ASSNS.
the Midwest at Stanley Hotel, Estes Park,
Colo., Aug. 22-23.
Two east coast meetings are scheduled
this year, one at Saranac Inn, Upper Sara-
nac Lake, N. Y., Sept. 5-6 and the other at
The Greenbrier, White Sulphur Springs, W.
Va., Sept. 9-10.
The two final meetings will be at the
Wagon Wheel, Rockton, 111., Sept. 12-13,
and at the Edgewater Gulf Hotel, Edgewater
Park, Miss., on Sept. 16-17.
Attendance will be limited to 60 managers
and sales managers at each meeting. Ap-
proximately 80 individual subjects will be
discussed by a four-man management team
from RAB and the group.
"Of all the projects we attempted in
1956, the regional management conferences
were the most enthusiastically received,"
said Mr. Sweeney. "Out of 267 managers
attending last year's experimental sessions,
266 voted for a second series in 1957," he
added.
Last year's format will be repeated at the
conferences. An RAB executive will be re-
sponsible for discussing a project or a case
history. He will present the facts in five to
eight minutes. Then five to eight minutes of
discussion are allowed, but only for the pres-
entation of facts. Anyone presenting per-
sonal opinion will be declared out of order,
Mr. Sweeney said.
Appearing at all six meetings will be Mr.
Sweeney; John F. Hardesty, RAB vice presi-
dent and general manager, and Sherril Tay-
lor, vice president and director of promo-
tion. Acting as the fourth member of the
management team at each of two meetings
will be Warren Boorom, promotion man-
ager, John T. Curry, manager of station serv-
ice, and James Shoemaker, manager of the
membership department.
Alexander Elected President
Of Hollywood RTRAC Group
ACTOR Ben Alexander was elected pres-
ident of Radio-Television-Recording-Adver-
tising Charities of Hollywood for 1957-58
at the seventh annual meeting of RTRAC
members May 9.
Other elected officers are: C. Burt Oliver,
Foote, Cone & Belding, vice president; Bruce
Baumeister, KTTV (TV) Los Angeles, sec-
retary; Miss Pat Martin, KTTV, assistant
secretary; Miss Liz Gould, Radio-Television
Directors Guild, treasurer.
New board members are: Mike Eliason,
CBS; Cliff Gill, KBIG Avalon; Harold R.
Maag, RCA; Cy Pearson, California Bank;
Karel Pearson, NBC; Elton Rule, KABC-TV
Los Angeles; Miss Hilly Sanders, Dan B.
Miner Co.
Ex-officio board members (past pres-
idents) are: Thomas C. McCray, KRCA
(TV) Los Angeles; M. J. Rockford, MCA;
Donn B. Tatum, Walt Disney Studios; Wal-
ter A. Tibbals, Savin & Tibbals Productions;
Robert O. Reynolds, KMPC Los Angeles;
Robert P. Myers, Lillick, Geary, McHose
& Myers.
Outgoing President Tibbals reported the
RTRAC 1957 campaign drive raised $270,-
850, more than $20,000 over the quota of
$250,000 and an increase of $47,532 over
the 1956 contributions. RTRAC funds are
distributed among eight organizations: City
of Hope, American Red Cross, Sister Kenny
Foundation, American Heart Assn., Amer-
ican Cancer Society, Community Chest
Agencies, Los Angeles YMCA, and United
Cerebal Palsy Assn.
Membership commended Burt Zinn,
RTRAC executive director, for his "out-
standing and devoted full-time service" to
the charity.
Gray to Head N. Y. Ad Club
ROBERT M. GRAY, advertising manager
of Esso Standard Oil Co., has been elected
president of the Advertising Club of New
York. Gene Flack, director of advertising
for Sunshine Biscuits Inc., is new vice pres-
ident. Carl H. Eiser, publisher of Hosiery
and Underwear Review, was elected treas-
urer. New directors: John E. Sattler, north-
east public relations manager, Ford Motor
Co.; Eldridge Peterson, publisher, Printer's
Ink; Fred J. Haberle Jr., advertising man-
ager, H. C. Bohack Co.; John H. Ryder,
president. Norm Adv.; Thomas B. Haire,
president, Haire Pub. Co.; Frank R. Hale,
director of chain-store sales, Bristol-Myers
Co. Product Div.; Harris W. C. Browne,
president, National Lithographer Pub. Co.;
William M. Proft, president, William M.
Proft Assoc.
Philadelphians Elect Tripp
ALAN TRIPP, Bauer & Tripp, was elected
president of the Philadelphia Television &
Radio Advertising Club at the group's May
luncheon. James T. Quirk, Tv Guide, was
named board chairman.
Other officers elected included Robert M.
McGredy, WCAU-TV Philadelphia, vice
president; Morton Simon, local attorney,
vice president and counsel; Murray Arnold,
WPEN Philadelphia, treasurer; and Doris
Scheuer, Bauer & Tripp, secretary.
At the same time George B. Storer Jr.,
vice president for tv, Storer Broadcasting
Co., spoke on "The Future Pattern of Tele-
vision Growth."
Bollinger Gets Second FAB Post
J. KENNETH BALLINGER, legal counsel
for the Florida Assn. of Broadcasters, has
been given an additional status as executive
secretary with headquarters in the State
Capitol at Tallahassee. Mr. Ballinger is a
former member of the legislature, a former
reported for radio and newspapers, and now
is an attorney.
FAB will meet June 13-15 at the Bal-
moral Hotel, Miami Beach. H. Dennison
Parker, of WTAN Clearwater, is president.
AWRT to Meet in S. F. in #58
AMERICAN Women in Radio & Television
will hold its 1958 convention in San Fran-
cisco April 23-27, AWRT headquarters in
New York has announced. Marion K. Rowe
of KRON-TV San Francisco, western area
vice president of AWRT, is convention di-
rector. Delegates to San Francisco will be
offered a post-convention trip to Hawaii.
AWRT Members to Be Guests
Of Creole Corp. in Venezuela
FOUR MEMBERS of American Women in
Radio & Television have been selected by
Creole Petroleum Corp. for a week's junket
to Venezuela next month. They are AWRT
President Edythe Fern Melrose, WXYZ-
AM-FM-TV Detroit; Helen Hall, NBC
newscaster; Fran Riley, radio-tv publicist
with Ted Bates & Co., New York, and Edna
Seaman, WFBC-TV Greenville, S. C.
The tour, planned to give the AWRT
members a look at U. S. industry abroad,
is said to be the first for a radio-tv group
making such a goodwill mission to South
America, and the first all-women's group to
tour Venezuela. The party will leave June
10 from Idlewild Airport in New York.
Henry F. Pelkey, public relations manager
of the oil firm, will be host on the trip.
Two Seek NARTB Radio Post
TWO NOMINEES from NARTB District
2 (N. Y., N. J.) are competing for the va-
cant place on the association's Radio Board
— Simon Goldman. WJTN Jamestown,
N. Y., and Michael R. Hanna, WHCU
Ithaca, N. Y. Ballots returnable midnight
May 31 were mailed Thursday by Everett
Revercomb, NARTB secretary-treasurer.
Messrs. Goldman and Hanna were nomi-
nated to succeed Robert B. Hanna, formerly
of WGY Schenectady, N. Y., who resigned
when he was transferred to another part
of the General Electric organization. The
term expires with the 1958 NARTB con-
vention. Nominee Hanna is a former board
member.
Webb Sees Spot Radio Climb
SPOT RADIO volume for the full year 1957
will run at least $20 million ahead of 1956's
record total of almost $150 million, accord-
ing to Lawrence Webb, managing director
of Station Representatives Assn. He also
predicted that figures on the first quarter of
this year, now being compiled for SRA by
Price. Waterhouse & Co. and expected to
be ready for release within a week, will show
spot radio up 25% to 30% above the
first quarter of 1956. In an account of his
National Radio Week speeches in Dallas
and Houston, B»T erroneously reported last
week that Mr. Webb had forecast a $20 mil-
lion gain for the first quarter.
Watson Re-elected to AER
CAL WATSON, production manager of
KWSC Pullman, Wash., operated by Wash-
ington State College, was re-elected execu-
tive secretary of Alpha Epsilon Rho, na-
tional honorary radio and television fra-
ternity at the group's annual convention in
Columbus, Ohio, May 7-9, held in con-
junction with Ohio State U.'s Radio-Televi-
sion Institute.
New national student officers include Ray
Normand, Boston University, president; and
John Barry, Kansas State College, vice presi-
dent.
Page 56 • May 20, 1957
Broadcasting • Telecasting
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May 20, 1957 • Page 57
NETWORKS
NBC Radio Money Says Its Advertising Pays
NBC RADIO last week offered to put up its
own money to prove to advertisers that NBC
Radio campaigns pay off.
The offer is the backbone of a new sales-
effectiveness research plan [Closed Circuit,
May 6] announced Friday by Matthew J.
Culligan, vice president in charge of the
NBC Radio Network. The plan is based on
the philosophy that radio audience ratings
give no real clue to radio's selling ability.
To be called "The NBC See-For- Your-
self Research Plan," the new project sets
up a research fund which will pay all costs
up to $10,000 of sales effectiveness studies
for NBC Radio advertisers whose campaigns
meet certain basic criteria.
The basic requirements, Mr. Culligan
said, are that the campaign be of sufficient
length and involve sufficient frequency to
give a measurable result of its effectiveness,
and that it contain exclusive copy points
which will allow the advertiser to isolate
the effectiveness of radio from that of his
advertising in other media.
Explaining the background and purpose
of the new plan, Mr. Culligan said:
"Most of the recent network radio pur-
chases by knowledgeable, deliberate adver-
tisers and agencies resulted from their own
sales effectiveness research on test radio
campaigns. Extraordinary sales results were
proved despite disappointing ratings, lead-
ing to the belief that present radio audience
ratings are virtually meaningless as an in-
dication of radio's true selling power. We
are willing to put network radio to the test
of radio sales effectiveness research at our
own expense."
The research methods will be tailor-made
to fit each participating advertiser's needs
and accordingly will vary from client to
client. H. M. Beville Jr., NBC vice president
in charge of research and planning, ex-
plained:
"To make these studies as effective and
revealing as possible, the research techniques
will be tailored to meet the specific needs
of the individual advertiser. Typical methods
which might be used will include such tech-
niques as store audits, test market com-
parisons, consumer panel studies and before-
and-after surveys of brand awareness and
acceptance.
"The specific technique to be used in
each instance will be worked out in con-
junction with the research director of the
advertiser and his agency."
The "minimum requirements" which an
advertiser must meet to take advantage of
the plan also will vary, depending upon a
number of factors. In general, however,
NBC would expect the campaign to run at
least eight weeks and to involve commercials
that are at least 30 seconds in length.
As for "minimum" number of commer-
cials per week, Mr. Culligan pointed out
that one advertiser who used around 80
half- and full-minute commercials per week,
Monday through Friday, found measureable
results a little more than eight weeks after
the campaign started. Another was able to
trace results to radio on 20 announcements
scheduled entirely on weekends. Thus, the
Page 58 • May 20, 1957
time of week will be one factor to be con-
sidered along with frequency.
NBC officials said full details of the plan
are being compiled in writing for submission
to the research directors of all advertising
agencies within a few days.
CBS-TV Signs Nine Renewals
For Gross of $14 Million
SIGNING of nine advertisers to renewals
representing $14 million in gross billing to
CBS-TV was announced Thursday by Wil-
liam H. Hylan, vice president of sales ad-
ministration.
The renewals involve four nighttime and
seven daytime programs.
Nighttime: Nestle Co. for Oh Susanna
on alternate weeks (a Hal Roach Studios
package through Bryan Houston Inc.);
Thomas J. Lipton Inc. for Godfrey's Talent
Scouts on alternate weeks (Young & Rubi-
cam); Schlitz Brewing Co. for Schlitz Play-
house weekly (J. Walter Thompson Co.),
and Time Inc. for Person to Person on al-
ternate weeks (Young & Rubicam).
Daytime: General Mills for Lone Ranger
on alternate weeks (Dancer-Fitzgerald-Sam-
ple); Kellogg Co. for Wild Bill Hickok
(Leo Burnett Co.); Standard Brands for
Arthur Godfrey Time (Ted Bates & Co.);
Campbell Soup Co. for Garry Moore Show
and Art Linkletter's House Party (both Leo
Burnett Co.) ; Swift & Co. for parts of Link-
letter's House Party (McCann-Erickson) ,
and Nestle Co. for Lone Ranger (McCann-
Erickson).
NBC Credits 'No Waste' Plan
For O&Os' Added Revenue
THE five owned-and-operated NBC radio
stations are gaining additional revenue at
the rate of $1.5 million per year as the re-
sult of NBC Radio's "no waste" sales policy,
it was announced Thursday by Thomas B.
McFadden, vice president of NBC owned
stations and NBC Spot Sales.
The no waste policy permits NBC Radio
affiliates to sell unsponsored network time on
a local basis. Initiated less than six months
ago, the plan proved its merit almost im-
mediately, according to a survey of the
NBC owned stations, he reported.
Commenting on the survey, Mr. McFad-
den said: "The no waste plan has greatly in-
creased local sales by permitting stations to
solicit sponsors for time periods which were
not previously available locally. The enthusi-
astic response by local advertisers once again
proves the tremendous sales impact of the
radio medium".
NBC-TV Signs to Televise
Pacific Conference Games
NBC-TV will televise four football games
and 10 basketball games of the Pacific
Coast Conference next fall and winter, it
was announced jointly last week by Tom
S. Gallery, NBC's sports director, and W. J.
Parry, radio and tv director of the confer-
ence.
West coast sportcaster Chick Hearn will
be the play-by-play commentator for all 14
telecasts. The four regional football dates,
all Saturdays, are Oct. 12, Oct. 26, Nov. 9
and Nov. 23. They will be seen only in
National Collegiate Athletic Assn. District 8,
which includes California, Oregon, Wash-
ington, Idaho and Nevada.
The 10 basketball contests will be pre-
sented on consecutive Saturdays starting
Jan. 4. NBC-TV also has exclusive tv rights
to the national nine-date grid schedule ap-
proved by the NCAA. Arrangements are
being made for the network to carry re-
gional telecasts in other areas on the same
four dates as the PCC regional program.
Del Monte First to Use
NBC Radio C-C Broadcast
NBC Radio's "Hot Line Merchandising
Plan," by which sales executives can instant-
ly brief regional distributors from coast to
coast, was used for the first time Tuesday
by Del Monte (California Packing Corp.),
it was announced last week by Matthew J.
Culligan, vice president in charge of the
NBC Radio Network.
The plan involved the use of a closed-
circuit broadcast, during which Del Monte
executives told their sales representatives in
24 cities about the company's sponsorship
of one-quarter of the NBC News-on-the-
Hour broadcasts, starting today (Monday).
The 25-minute closed circuit broadcast,
originating live in New York, Chicago,
Washington and San Francisco, included a
promotional description of News-on-the-
Hour by NBC commentators Chet Huntley,
David Brinkley, Leon Pearson and Morgan
Beatty. Del Monte's merchandising plans
were described by J. H. Allen, divisional
sales director in New York; Ross B. Yerby
Jr., assistant general sales director, field sales.
Other speakers were Mr. Culligan and
George Graham, director of sales planning
for the NBC Radio Network.
Another unique phase of the merchan-
dising plan calls for the use of special tran-
sistor radios encased in Del Monte cans
which will be carried by the company's sales-
men when they make calls on retailers. Use
of the radios enables the salesmen to convey
the impact of the on-the-air advertising
campaign.
Affiliates Board Plans Meet
For CBS Radio Members in Fall
PLANS for the 1957 annual convention of
CBS Radio affiliates, to be held in New York
Nov. 7-8, were drawn up at a meeting of the
board of directors of the CBS Radio Affili-
ates Assn. in New York last week.
Opening day of the convention will be
devoted to closed sessions of the affiliates.
Second day will consist of joint meetings
with network officials, headed by Dr. Frank
Stanton, president of CBS Inc.
The convention was one of several sub-
jects canvassed in last week's sessions. An-
other was CBS Radio's $5.5 million con-
tract with the Ford Div. of Ford Motor Co.
[B»T, May 13] and its effect on long-range
programming plans.
Some affiliates have questioned whether
they should clear time for the Ford package,
on grounds that portions of it eat into lu-
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May 20, 1957 • Page 59
NETWORKS
crative station periods, but network officials
appeared confident that stations generally
would accept [Closed Circuit, May 13].
The affiliates' group elected two new mem-
bers to the board: C. Grover Delaney,
WHEC Rochester, to succeed George D.
Coleman from District 2, and John S. Hayes,
WTOP Washington, to succeed Donald S.
Thornburgh of WCAU Philadelphia from
District 3. Mr. Thornburgh resigned be-
cause of an eye injury that required surgery,
and Mr. Coleman because he has left WGBI
Scranton, Pa., the station from which he
was elected to represent District 2.
The Affiliate Board, headed by John M.
Rivers of WCSC Charleston, S. C, met pri-
vately on Wednesday and with CBS Radio
President Arthur Hull Hayes and associates
on Thursday. Board members who attended
one or both of the sessions were Chairman
Rivers; J. Maxim Ryder, WBRY Waterbury,
Conn.: F. C. Sowell, WLAC Nashville,
Tenn.; Robert F. Tincher, WNAX Yankton,
S. D.; Westerman Whillock, KBOI Boise,
Idaho; J. C. Kellam, KTBC Austin, Tex.;
Frank P. Fogarty, WOW Omaha; Worth
Kramer, WJR Detroit; Lee B. Wailes. Storer
Broadcasting Co.; Kenyon Brown, KWFT
Wichita Falls, Tex., and Joseph T. Con-
nolly, WCAU (representing Mr. Thorn-
burgh).
CBS-TV Sets Four Star 'Trackdown';
New Film Company Announced
FOUR STAR FILMS Inc. has sold a new
western series to CBS-TV for airing next
fall. Trackdown will be produced in coop-
eration with the Texas Rangers and tenta-
tively is scheduled for the 8-8:30 p.m.
(PST) spot on Fridays.
The show will star veteran actor Robert
Culp, who recently appeared on the stage
in "Clearing in the Woods."
Col. Homer Garrison, commander of the
Texas Rangers, was to be in Hollywood
last week to discuss the series with Four
Star owners, Dick Powell, David Niven,
Charles Boyer and William Cruikshank.
It also was announced last week that Four
Star principals have formed a new film firm,
Dayton Productions.
Dayton is producing an as yet untitled
anthology series to be co-sponsored by
Aluminum Co. of America and Goodyear
Tire & Rubber Co., 9:30-10 p.m. Mondays
on NBC-TV, starting this fall. Physical pro-
duction will be handled by Four Star Films.
Robert Ryan has been signed by Dayton
as one of five stars who will rotate in lead
parts in the Alcoa-Goodyear series. Other
leads will be David Niven, Charles Boyer,
Jack Lemmon and Jane Powell. Another
Dayton Productions series, Richard Dia-
mond, Private Detective, with David Junssen
in the title role, will start July 8 on CBS-TV
as a Monday, 9-9:30 p.m. telecast, spon-
sored by General Foods Corp.
'Damone' to Replace 'Godfrey'
CBS-TV has announced that it will fill
the Wednesday, 8-9 p.m. period, effective
July 3, with The Vic Damone Show, replac-
ing The Arthur Godfrey Show, which is
being dropped with the June 26 telecast.
Mr. Godfrey and the network had informed
sponsor's, Bristol-Myers Co., Pillsbury Mills
and Kellogg Co. that Mr. Godfrey was giv-
ing up the show because of strain of his
broadcast activity (Mr. Godfrey has various
other shows on radio and tv at CBS) [At
Deadline, April 15]. Sponsors have not
yet been announced for the new show.
CBS Seen as Good Buy
in Investment Future
FAVORABLE disposition towards CBS Inc.
as a future prospect for investors was indi-
cated last week by two New York investment
companies. They were Steiner, Rouse & Co.,
investment firm, and Arnold Bernhard &
Co., investment advisers (also see Bernhard
reports on film companies, page 40, and
radio-tv manufacturers, page 70).
After outlining the growth of CBS Inc.,
its favorable broadcasting operation, sales
increase in Columbia phonograph records,
expansion in the use of electron tubes and
semiconductors (via Hytron Div.) and re-
search activity at CBS Labs, Steiner, Rouse
predicted a sharp gain in "overall prospects*'
for this year.
Its verdict: "Currently selling about 10
times the indicated earnings (CBS), stock
appears quite reasonably valued and an at-
tractive capital investment. . . . With in-
creased earnings, liberalization of current
conservative cash dividend is a reasonable
expectation in due course." Also noted is an
"outstanding" management record and the
"strongly entrenched position" of CBS in its
field.
Bernhard took notice that CBS has placed
Ampex magnetic video tape recorders into
service. Its evaluation pointed up that with
a wider application of the equipment, the
network probably will be able to reduce
"substantially" the operating expenses in-
volved in transmitting tv programs cross-
country.
"A wider overall profit margin together
with continuing increases in revenues from
both tv and radio broadcasting will probably
result in a significant expansion in earnings
this year," the report predicted.
Estimated by Bernhard for this year are
net profits of $2.75 a share on sales of $380
million compared with $2.13 per share on
$354 million "preliminarily" reported for
1956. The next three to five years should see
a steady growth of sales at CBS with the ex-
pansion somewhat slower than that enjoyed
in the early 1950s when the tv industry still
was very young, the report forecast.
Sid Caesar, NBC Call It Quits
After Association of 9 Years
TERMINATION of a 10-year contract be-
tween comedian Sid Caesar and NBC was
announced jointly last week by the network
and Mr. Caesar. Mr. Caesar's program on
NBC-TV (Sat., 9-10 p.m. EDT) will end on
May 25, two weeks earlier than had been
planned originally.
The comedian has been associated with
NBC for nine years and has been working
on a 10-year contract that still had seven
years to run. A clause in the contract gave
Mr. Caesar the option to terminate it, if
WICU, ERIE . . .
The pick of
the packed
houses . . .
The Erie picture is mighty pros-
perous looking, but even better
when you get off the ground. An
aerial view of the most perfect
natural harbor on the Great
Lakes reveals that WICU has lots
of room to anchor your product in
the vast Erie market.
FOR EXAMPLE:
• LAKE CARGO - The Port of Erie
annually packs, crates, totes on
dollies, jalopies and piggyback,
cargo in excess of 7,000,000 short
tons. (This dosen't include my
mother-in-law, who weighs plenty!)
• DOLLARS — Present Erie manufac-
turing enterprises employ an esti-
mated 50,000 persons distributing
wages of $185 million annually.
(Exclusive of baseball pools).
• VISITORS — The tourist and con-
vention trade has mushroomed in
the past few years from a $500,000
business to a yearly $13 million.
(They doubled the price of rooms!)
The outlook, the look-about and
the look-see should convince sales
and advertising managers that
now's the time to unfurl their
beach kimonos, brandish their
pails and shovels and simmer in
the sunny selling lakeside around
Erie.
WICU
CHANNEL
An Edward Lomb Enterprise — Ben McLaughlin, General Manager
Represented Nationally By
EDWARD RETRY AND CO., INC.
New York • Chicago • Atlanta • Detroit • San Francisco • St. Louit • Lot Angvles
Page 60 • May 20, 1957
Broadcasting • Telecasting
LONG DAY'S JOURNEY INTO NIGHT starring Fredric March and Florence Eldridge
"A PACKED HOUSE EVERY PERFORMANCE"
Around Erie, an out-of-town tryout just
packs them in . . . becomes a solid hit and
settles down for a long run.
On WICU, top caliber tv programming wins
friends for every client's product and con-
A LOOK AT THE BOX OFFICE'
SHO'A
NATIONAL
WICU
Code 3
13.0
50,0
Groucho Marx
33.6
50.5
jane Wyman
26.0
52.0
Dragnet
24.1
49.3
Life of Riley
23.5
48.0
George Gobel
23.1
47.5
Big Story
22.5
49.8
Perry Como
31.9
48.9
On Trial
20.8
48.0
Your Hit Parade
23.2
45.8
Kraft TV Theatre
23.4
46.3
Blondie
19.9
47.3
People Are Funny
21.3
46.0
Playhouse of Stars
22.8
45.8
'Telepulse March, 1957
sistently gladdens the hearts of every tv
advertiser.
Since WICU, timebuyers never had it so
good in the Great Lakes region. Whether
you buy by the numbers, favor an Ouija
board or interpolate the tilt of a track rec-
ord — WICU is just for you. Xo need to
Geiger count your way looking for loaded
ratings. The picking is plenty good ! ( Check
boxoffice and assayer's report) .
Xow's the time to stage a dry-run rehearsal
with your Petry man or Ben McLaughlin,
General Manager, regarding adjacency pos-
sibilities and available show opportunities.
Double check the Erie market-basket story
yourself reprinted on the opposite page . . .
WICUS12
An Edward Lamb Enterprise — Ben McLaughlin, General Manager
Represented Nationally By
EDWARD PETRY AND CO., INC.
New York • Chicago • Arlanta • Detroit • San Francisco • St. Lcuis • Los Angeles
NETWORKS
GOVERNMENT
HILL TALK MAKES FCC WARY ON PAY TV
by June 1, the network could not guarantee
him 20 programs in prime time for next
season.
Neither the network nor Mr. Caesar would
specify the financial details of the contract,
but a spokesman for the comedian told
B»T that if he had failed to exercise his
option and had continued with the contract,
he would have received $100,000 per year
for the next seven years. An NBC-TV of-
ficial confirmed this stipulation of the agree-
ment.
Provensen Dies in Washington
HERLUF A. PROVENSEN, 48, formerly
chief announcer for NBC Washington, died
after a heart attack last Wednesday, May
15. Mr. Provensen had been doing research
and writing magazine articles during the
past year and formerly was with WGMS
Washington as program director.
He is survived by his wife, Hester Beall
Provensen, assistant professor of speech at
the U. of Maryland, and his son, Herluf
Christian Provensen. a student at Harvard
College.
Burns, Former CBS Counsel, Dies
JOHN J. BURNS, 56, onetime counsel for
CBS and in the mid- 1930s counsel with the
Securities & Exchange Commission and U. S.
Maritime Commission, died May 1 1 at St.
Vincent's Hospital, New York, after a brief
illness.
While in private practice in Boston and
New York, Mr. Burns at the age of 30 was
named to the Massachusetts Superior Court.
He left the bench to join SEC as general
counsel in 1934. He is survived by his wife,
Alice, and five sons.
CNP Licenses 'Home' Wear
NBC's California National Productions Inc.
merchandising division, which controls li-
censing for many NBC-TV programs and
personalities, announced licensing rights
have been granted to Henry Rosenfeld Inc.
for a "home" dress, inspired by Arlene Fran-
ces' Home show, according to Robert R.
Max, division manager. CNP also has an-
nounced acquisition of licensing rights to
three new properties. Involved are The
Gumby Show, kiddies program currently on
NBC-TV; Kokomo Jr., chimpanzee on net-
work's Today; and The Silent Service, tv
film series on submarine warfare.
NETWORK SHORTS
NBC-TV's Bride and Groom will return to
network July 1. Show will be telecast Mon.-
Fri. 2:30-3 p.m. EDT replacing Tennessee
Ernie Ford Show which is being dropped
permanently so Mr. Ford can devote more
time to his evening show. Sponsor for new
program has not been announced.
ABC -TV will present Key Club Playhouse,
series of selected films from Ford Theatre,
to debut Tuesday (May 21) at 9-9:30 p.m.
EDT. Mogen David Wine Corp., for Key
wines will sponsor series, which replaces
Treasure Hunt, also sponsored by Mogen
David. Screen Gems produced original films.
Agency is Edward H. Weiss & Co., Chicago.
FOUR FCC members had a two-hour "con-
ference" on subscription tv with the chair-
man of the House Commerce Committee
last Tuesday afternoon. The result, apparent-
ly, is that there will be no precipitous action
on authorizations for experimental pay tv
operation.
FCC Chairman George C. McCon-
naughey and Comrs. John C. Doerfer,
Robert T. Bartley and T. A. M. Craven
were the FCC members who saw Rep. Oren
Harris (D-Ark.), House committee chair-
man. They were accompanied by aides
Warren E. Baker, general counsel; Robert
D. L'Heureux, administrative assistant to
Mr. McConnaughey, and Louis C. Stephens,
Broadcast Bureau attorney. Kurt Borchardt,
Commerce Committee communications
specialist, was present with Mr. Harris.
Chairman McConnaughey told reporters
after the lengthy session, that the meeting
resulted in an "exchange of views" between
FCC Commissioners and Mr. Harris. The
meeting took place after Mr. Harris sub-
mitted to the FCC a penetrating series of
questions on pay tv [B»T, April 29]. Funda-
mental questions involving the FCC's au-
thority to approve subscription tv were
raised and a strong implication made that
the Commission should come to Congress
before taking any further steps on the con-
troversial proposal.
While no formal details of the meeting
were revealed, it was understood the upshot
was that the Commission would not take
any steps to approve tests of pay tv before
a hearing was held to elicit more informa-
tion. It was qualified opinion that the Com-
mission might even then consult with Con-
gressional committees prior to further
action.
It was known, however, that Mr. Harris
neither sought nor received any commit-
ments on what the FCC might do next.
It was clear, according to informed
sources, that Chairman Harris agreed with
the view that hearings should be held co
procure more information, and that the
FCC should then return to Congress for
guidance.
At one point, it had been known, there
was a majority at the FCC who seemed
in favor of approving some forms of tests
— particularly in multi-station markets. The
major question at issue was whether to re-
quire additional information — on operating
specifics as well as the so-called "consti-
tutional" questions — before authorizations
were issued.
At last Wednesday's Commission meet-
ing, a draft of a response to Mr. Harris
was submitted by the staff for consideration.
The Commission did not feel entirely satis-
fied with the proposed answers, and
"passed" the item until the next meeting
(May 22). In some instances the staffs
draft implied that answers could not be
given until actual operations are underway.
Film Producers Plead
For Financial Secrecy
A GROUP of high-powered attorneys rep-
resenting major tv film producers and distrib-
utors spent two hours last Tuesday attempt-
ing to persuade the four-man FCC network
study committee that the film companies
should not be forced to divulge "competi-
tive" financial data regarding production
costs and selling prices of their syndicated
film wares.
The meeting was an outgrowth of the film
companies' motion to quash FCC subpoenas
at a hearing in New York three weeks ago
before Chief Hearing Examiner James B.
Cunningham [B*T, May 6]. Counsel were
scheduled to file with the examiner briefs
on the legality of these motions last Friday.
The tv film producers and exhibitors
charged that the financial data requested by
the FCC network study staff was not relevant
to the network study.
Involved, it is understood, are itemized
production costs for individual syndicated
programs, and the selling price of these pro-
grams to individual stations and to networks.
The film spokesmen told the Commission-
ers they are willing to submit total produc-
tion costs and total income from the sale of
programs to individual stations and net-
works but pleaded that the submission of
VIDEO LETS BARTLESVILLE CONTRACT
A CONTRACT has been signed be-
tween Video Independent Theatres
Inc. and Southwestern Bell Telephone
Co. to wire Bartlesville, Okla., for
closed circuit telemovie operations, it
was announced last week.
The agreement provides that Video
will put some 38 miles of coaxial cable
on telephone poles and will then pay
the telephone company rental for the
use of the cable and utility poles. Work
is expected to start soon and be com-
pleted in the next six to eight weeks.
The telephone company will maintain
main cables and amplifiers. Video's
subsidiary, Vumore Co., will install
tap-outs to subscribers' homes and
service them.
The Bartlesville experiment will be-
gin in July or early August, Henry S.
Griffing, Video president, announced.
A solicitation campaign to sign up
subscribers at $9.50 per month, for a
specified number of feature films, will
begin as soon as the main lines are in
place. In addition, Mr. Griffing said,
the service will offer news, time,
weather, educational and entertain-
ment programs and recorded music.
Video plans to spend $300,000 in wir-
ing up the Oklahoma city [B«T, Feb.
18].
Page 62 • May 20, 1957
Broadcasting • Telecasting
more women listen to
than any other program
in Philadelphia ▲ ▲ a ▲
REPRESENTED NATIONALLY BY GILL PERNA, INC. New York, Chicago, Los Angeles, San Francisco
Broadcasting • Telecasting
May 20, 1957 • Page 63
GOVERNMENT
detailed information would be commercial-
ly prejudicial.
The network staff maintained that the in-
formation was required for a true economic
study of the tv film industry.
Many of the him producers and syndica-
tors involved in the present subpoena fight
were among the group which met with the
network study staff over a year ago and
charged that they were being frozen out of
desirable station time because of "restric-
tive" network practices.
The FCC*s network study committee of-
ficially took under advisement the requests
of the film companies to withdraw the sub-
poenas. The Commission's network commit-
tee comprises Chairman George C. Mc-
Connaughey and Comrs. Rosel H. Hyde.
Robert T. Bartley and John C. Doerfer. Pres-
ent at last week's meeting were Dean Roscoe
R. Barrow. Louis H. Mayo and Ashbrook
P. Bryant, of the network study staff, and
the following attorneys:
Paul A. Porter and Daniel Glass, Screen
Gems; Harry M. Plotkin. Entertainment
Productions Inc.; A Frank Reel and Adrian
W. DeWind, Ziv Television Productions:
Murray Schreier and Edwin L. Weisl Jr.,
Music Corp. of America and subsidiary Re-
vue Productions; Milton Kayle, Television
Programs of America, and Lee Moselle, Of-
ficial Films. Mr. Porter also represented the
Assn. of Tv Film Distributors (Ziv. Screen
Gems. TPA and Official).
Scripps-Howcsrd Radio to End
Efforts to Stay Ch. 10 Grant
SCRIPPS-HOWARD RADIO Inc. (WNOX
Knoxville. Tenn.) last week ended its efforts
to have the January 1956 grant of ch. 10
there to WBIR-TV set aside.
The FCC last month denied petitions by
WNOX (one of the losing applicants for
the channel) for a stay of the grant and
for a rehearinr Scripns-Howard announced
that it plans no further appeals and will
withdraw its request for a stay, pending
before the U. S. Court of Appeals in Wash-
ington. The reason for the action, Scripps-
Howard said, was the long period of time
its petitions were pending before the FCC
acted on them (they were filed in Februarv
1956).
In addition to WNOX. Scripps-Howard
owns WCPO-AM-TV Cincinnati, WEWS-
AM-TV Cleveland, WMC and WMCT (TV)
Memphis and a chain of newspapers.
Still pending before the appeals court is
a protest of the grant by a third applicant,
Tennessee Tv Inc.
FCC Extends KTVI (TV) STA
KTVI (TV) St. Louis was assured of the
use of ch. 2 that city for many months to
come when the FCC last week extended its
temporary authority to telecast on that
channel to Feb. 1, 1959. or until an appli-
cant is awarded a cp for the facility.
Ch. 2 was assigned to St. Louis in late
February by the FCC and KTVI (then on
ch. 36) was awarded temporary use of the
vhf channel. Applications for a permanent
grant of ch. 2 are pending by KTVI and
Louisiana Purchase Co.
San Francisco-Oakland
Gets FCC Ch. 2 Grant
CH. 2 in Oakland-San Francisco will be
awarded to San Francisco-Oakland Tv Inc.,
according to instructions the FCC gave its
staff last week.
The Commission directed that a final de-
cision be prepared favoring that applicant
over Ch. Two Inc. (recommended for the
grant in an examiner's initial decision) and
Tv East Bay Inc. The Commission stated
that the staff instructions, reportedly the
result of a 4-3 vote, are not final and can
be changed.
According to reliable reports. Comrs.
McConnaughey, Hyde. Doerfer and Lee
voted for San Francisco-Oakland Television
Inc., and Comrs. Bartley. Mack and Craven
voted for Television East Bay. There were
no votes for Channel Two Inc.
Comparative hearings among the three
applicants began July 9, 1954, and the rec-
ord was closed the following January. Ch.
Two's proposal to locate its only studio in
Oakland and concentrate its programming
and advertising toward residents of the East
Bay area (Oakland) was a deciding factor
in Examiner Thomas H. Donahue's initial
decision (released in June 1956). This plan
was attacked vigorously by the other ap-
plicants, who claimed the proposal is con-
trary to Commission policy set forth in the
Petersburg. Va., ch. 8 grant, in oral argu-
ment before the Commission last March.
Ward Ingram (general manager of the
Don Lee Network) and William Pabst (for-
mer General Teleradio and Don Lee execu-
tive and current general manager of KFRC
San Francisco) each own 47V/2% of San
Francisco-Oakland Tv Inc. The remaining
5% is held by consulting engineer Harry
Lubke.
With the disposition of the Oakland-San
Francisco case, applicants still awaiting
final decisions by the Commission are those
for ch. 7 in Buffalo, N. Y.; ch. 9 in Orlando,
Fla.; ch. 7 in Seattle, and ch. 2 Biloxi. Miss.
Tampa-St Petersburg Gets Ch. 10;
Commission Acts on Five Others
THE FCC last week directed its staff to pre-
pare an order assigning ch. 10 to New Port
Richey, Fla.. Tampa-St. Petersburg area as a
"drop-in," giving that area its third commer-
cial vhf channel.
The assignment, requested by Suncoast
Cities Broadcasting Corp. of St. Petersburg,
has been pending before the Commission for
over three years. Ch. 36 WJHP-TV Jackson-
ville. Fla., had sought the same facility for
Bunning. Fla. Commercial stations present-
ly operating in Tampa-St. Petersburg are
ch. 8 WFLA-TV. ch. 13 WTVT (TV) and
ch. 38 WSUN-TV.
Finalized by the Commission last week
was the addition of ch. 12 to Lamar, Colo.,
effective June 20.
Channel shifts denied by the FCC:
To replace educational ch. 1 1 Lexington,
Tenn.. with ch. 49 and assign ch. 11 to St.
Joseph. Tenn., for commercial use. Proposed
by Aaron B. Robinson of Jackson, Tenn.,
and Gregory Broadcasting Co.. Muscle
Shoals, Ala.
Proposal by ch. 26 WTVK (TV) Knox-
ville. Tenn., to delete ch. 7 from Spartan-
burg. S. C. (WSPA-TV), and assign it to
Knoxville and Columbia. S. C. or Augusta.
Ga. Comrs. Robert E. Lee and Robert T.
Bartley dissented.
Proposal by Philipsburgh-Clearfield Tv
Co. that ch. 3 be assigned to Clearfield. Pa.
Comr. Bartley dissented.
To shift ch. 5 from Raleigh. N. C.
(WRAL-TV). to Rocky Mount, N. C;
shift ch. 50 from Rocky Mount to Raleigh
and reserve it for commercial use; delete the
educational reservation on ch. 22 Raleigh,
and add ch. 44 to Raleigh. These changes
were requested by ch. 28 WNAO (TV)
Raleigh.
Senate Cuts USIA Budget, Asks
Agency's Return to State Dept.
IN a rare move exoressing the current Con-
gressional drive for economy, the Senate
Appropriations Committee last week slashed
the U. S. Information Agency 1958 fiscal
appropriation by 377c from the $144 mil-
lion reauested by President Eisenhower. The
cut reduced even further the $106 million
approved by the House of Representatives
last month.
At the same time the Senate group unan-
imously recommended that USIA be re-
turned to the State Department (USIA was
made an independent agencv in August
1953).
The Senate committee voted by more
than two to one to approve $90.2 million
for USIA for the fiscal year beginning July
1 . It is uncommon for the Senate to cut
an appropriation below a House-passed fig-
ure: usually the Senate restores House
slashes. The committee recommendation
was submitted to the full Senate late last
week.
But the committee said it was impressed
with the Latin American broadcasts which
it believes warrant expansion. It suggested
extension of WRUL Scituate. Mass., radio
broadcasts into Brazil to insure more com-
plete network coverage of all Latin America.
The committee also restated again this
year that no less than $350,000 shall be uti-
lized for contracts with private radio li-
censees, leaving their selection to USIA dis-j
cretion.
WWBZ Finally Gets Renewal
AFTER five years of trying, WWBZ Vine-
land, N. L. last week got a renewal of license j
from the FCC. The FCC finalized a Feb. 1 1
examiner's initial decision recommending
the renewal.
The station first applied for a new license
in February 1952. The application was sell
for hearing of charges that horse race in I
formation broadcast by WWBZ was beiml
used for illegal purposes. The favorable ini I
tial decision found this programming hat I
been eliminated and the Commission, notiml
that there had been no objections filed to tht J
examiner's recommendation, made the de J
cision final.
Page 64 • May 20. 1957
Broadcasting • Tf.lecastin<
Smulekoff's Furniture Store
Has .J 1 •_> acres of floor.
That should be enough
To display all their stuff,
But we force 'em to keep getting more.
* * *
More furniture, that is, which de-
lights Mr. S. no end, not only be-
cause he loves to buy furniture, but
also because he loves to sell furni-
ture. It has something to do with
turnover, which is bad when ap-
plied to customers and dandy when
applied to merchandise.
"Last year we used WMT exclu-
sively to reach out beyond the
normal Cedar Rapids trade terri-
tory. Results have certainlv justi-
fied our confidence, and support
your claim that WMT covers the
whole of Eastern Iowa." Close
quote from Mr. Smulekoff.
\^ e never argue with a customer,
especially when we agree with him.
For further details about the CBS radio station for Eastern Iowa, check with your Katz Agency man.
sting • Telecasting
May 20, 1957 • Page 65
GOVERNMENT
Pre-trial Talks Set
In Justice-RCA Suit
FIRST pre-trial conference in the govern-
ment's civil antitrust suit against RCA-NBC
was set for June 28 by Federal District Judge
William H. Kirkpatrick last week when mo-
tions were argued in the Philadelphia court.
The Justice Dept. suit against RCA-NBC
involves the 1955 swap of NBC's Cleveland
radio-tv stations plus $3 million for Westing-
house Broadcasting Co.'s Philadelphia prop-
erties. The government charged that NBC
coerced WBC into agreeing to the transfers
by threatening to withhold or withdraw its
affiliation from WBC stations. Justice is
asking that NBC be forced to sell the Phil-
adelphia stations and be forbidden to ac-
quire any additional tv stations in the first
eight markets [B*T, May 13].
It was indicated during the court argu-
ment last week that the most significant is-
sue when the trial gets underway will be
the question of whether one government de-
partment can upset the action of another
government agency. This is the question of
concurrent jurisdiction, and is the basis of
RCA-NBC's reply to the government's suit
— that the Justice Dept. may not intervene
now to set aside the FCC's approval of the
transfers.
RCA-NBC claimed the Justice Dept.
should have intervened when the case was
before the FCC.
Among other matters settled at last week's
motions argument were the following:
• The court ordered the government to
answer some of the interrogatories submitted
by RCA-NBC and excused the government
from answering others. The government had
balked at answering some of the questions
submitted by RCA-NBC.
• The court took under advisement an
RCA-NBC request for the minutes of the
1956 Philadelphia grand jury which inves-
tigated but failed to return an indictment
on the NBC-WBC exchange.
FCC Approves Purchases
Of KOWH and WEAT-AM-TV
APPROVAL of the sales of KOWH Omaha,
Neb., and WEAT-AM-TV West Palm Beach,
Fla., was announced by the FCC last week.
National Weekly Inc. has bought KOWH
from Storz Broadcasting Co. [B»T, March
25-April 1] for $822,500. William F.
Buckley, author of the controversial God
and Man at Yale and co-author of McCarthy
and His Enemies, publisher of National Re-
view and formerly associated with the
American Mercury, is the principal owner of
National Weekly Inc.
Sale of KOWH leaves Storz with WDGY
Minneapolis, WHB Kansas City, WTIX
New Orleans and WQAM Miami. KOWH
was the first station acquired by Storz,
purchased in 1949 from the Omaha World-
Herald for $75,000.
RKO Teleradio Pictures Inc. sold WEAT-
AM-TV to Palm Beach Television Inc.
[B«T, April 1] for $600,000. Rand Broad-
casting Co. is 80% owner of the stations
and the remaining 20% is owned by
Bertram Lebhar. Rand Co. is licensee of
'ECONOMY' ON HILL
WHEN Congress last used a joint re-
cording facility in fiscal year 1957 for
members to make films and tapes at
bargain rates for distribution to sta-
tions back home, it cost the House of
Representatives $51,000 for that
body's share. But now that both
House and Senate have their own stu-
dios, a House appropriations sub-
committee, which last week reported
out its portion of the Capitol house-
keeoing bill, estimated recording costs
in fiscal 1958 at $104,000. No report
on Senate costs has been made.
WINZ Miami and Mr. Lebhar is general
manager of WEAT-AM-TV.
Mr. Lebhar holds an option to purchase
an additional 5% from Rand. Rand Co.
principals, Rex Rand and Nathaniel J. Klein,
have interests in WFML-TV Miami.
RKO purchased WEAT-AM-TV in July
1955 [B«T, Aug. 1, 1955], from the Robert
Meachem interests for $301,000. The pur-
chaser has agreed to pay all losses incurred
by the stations from Oct. 1, 1956, and pay
costs of all equipment purchased during
that period.
This leaves RKO with radio-tv properties
in New York, Boston, Los Angeles and
Memphis and radio stations in San Francisco
and Washington.
Solons Introduce Bills to Free
More Government Information
IDENTICAL bills to free more govern-
ment agency information to the public and
to Congress have been introduced in the
House by two congressmen.
The bills (HR 7173 and 7174) to amend
section 3 chapter 324 of the Administra-
tive Procedure Act of 1946 were introduced
by Rep. John E. Moss, chairman of the
House Government Information Subcom-
mittee, and Rep. Dante B. Fascell, subcom-
mittee member. The legislation has been
referred to the House Judiciary Committee,
headed by Rep. Emanuel Celler (D-N. Y.).
The bills would require every govern-
ment agency to file for publication in the
Federal Register and the Code of Federal
Regulations the following:
• Agency's central and field organizations
and its hierarchy of personnel.
• Its procedural rules and regulations and
general policy statements.
• Its orders and opinion statements.
The agencies also would be required to
publish a resume on the availability of its
records.
The congressmen's action was based on
recent hearings of the House Government
Information Subcommittee and the Senate
Constitutional Rights Subcommittee. The
legislators claim that many federal agencies
have distorted the public information section
of the Administrative Procedure Act in or-
der to restrict information from Congress
and the public.
House Antitrust Unit Assumes
Authority in ASCAP Squabble
JURISDICTION over the planned investi-
gation into internal ASCAP complaints by
small publishers and composers has been
transferred from the House Small Business
Subcommittee No. 5 (on distribution prob-
lems), headed by Rep. James Roosevelt (D-
Calif), to the House Antitrust Subcommit-
tee, chaired by Rep. Emanuel Celler (D-
N. Y.).
In recent correspondence, the two con-
gressmen agreed that the House Antitrust
Subcommittee should handle the investiga-
tion— provided this subcommittee covers
certain small business complaints in future
hearings on the matter.
Rep. Roosevelt listed the following points
he wished included in the Antitrust Subcom-
mittee's hearings — as yet unscheduled:
• Complaints by small publishers and
composers that they are unable to obtain
from ASCAP leadership "a truly representa-
tive or complete monitoring of their music
played on radio and tv stations, with which
ASCAP has entered into royalty agree-
ments."
• Allegations by the same group that "the
weighted vote in favor of composers of many
'hit' tunes gives those persons ... a dis-
proportionate voice in association affairs and
deprives [them] of fair representation on
the Board of Directors, which . . . makes
the rules in regard to royalty distribution."
Rep. Celler assured Rep. Roosevelt that
the Antitrust Subcommittee would cover
these points in hearings to be held before
the end of the current Congressional session.
In his initial letter to Rep. Roosevelt. Rep.
Celler stated that Antitrust Subcommittee
members felt the proposed work by the
House Small Business subcommittee would
conflict — and duplicate — the past investi-
gation by his (Rep. Celler's) group.
Rep. Celler said an important aspect of
the Antitrust Subcommittee's planned work
this year would be "an examination of
various antitrust consent decrees negotiated
by the Dept. of Justice, including the
ASCAP decree . . ." He noted that his sub-
committee currently is preparing a report on
the competitive practices in the music field —
the result of extensive hearings held last
September into the ASCAP-BMI feud.
[B»T, April 22].
FCC Asked to Approve Sale
Of Second Half of KNAC-TV
SALOME S. NAKDIMEN, facing an FCC
hearing on her sale of one-half of KNAC-
TV Ft. Smith, Ark., has asked the Commis-
sion for approval of the sale of the other
half (3 shares) of the station to Harry Pol-
lock and the Harry Newton Co.
Mr. Pollock, Ft. Smith businessman, is
buying 2 shares for $41,000, with Newton
Co., Oklahoma City real estate firm, pur-
chasing the remaining share for $17,666.
Newton Pollock, head of Harry Newton
Co., is the son of Harry Pollock. The sta-
tion reported that it lost $25,188 during
the first two months of 1957.
The FCC approved the sale of 50% of
Page 66 • May 20, 1957
Broadcasting • Telecasting
Atomic power in Caesar's day?
Certainly!
It was there, in the ground, in the air and water. It
always had been. There are no more "raw materials"
today than there were when Rome ruled the world.
The only thing new is knowledge . . . knowledge of how
to get at and rearrange raw materials. Every invention
of modern times was "available" to Rameses, Caesar,
Charlemagne.
In this sense, then, we have available today in existing
raw materials the inventions that can make our lives
longer, happier, and inconceivably easier. We need only
knowledge to bring them into reality.
Could there possibly be a better argument for the
strengthening of our sources of knowledge — our colleges
and universities? Can we possibly deny that the welfare,
progress — indeed the very fate — of our nation depends
on the quality of knowledge generated and transmitted
by these institutions of higher learning?
It is almost unbelievable that a society such as ours,
which has profited so vastly from an accelerated accumu-
lation of knowledge, should allow anything to threaten
the wellsprings of our learning.
Yet this is the case
The crisis that confronts our colleges today threatens
to weaken seriously their ability to produce the kind of
graduates who can assimilate and carry forward our
rich heritage of learning.
The crisis is composed of several elements : a salary
scale that is driving away from teaching the kind of
mind most qualified to teach; overcrowded classrooms;
and a mounting pressure for enrollment that will double
by 1967.
In a very real sense our personal and national progress
depends on our colleges. They must have our aid.
Help the colleges or universities of your choice. Help
them plan for stronger faculties and expansion. The
returns will be greater than you think.
If you want to know what the college
crisis means to you, write for a free book-
-A; HIGHER EDUCATION
let to: HIGHER EDUCATION, Box 36,
Times Square Station, New York 36,
New York.
KEEP IT BRIGHT
Spo7isored as a public service, in cooperation with the Council for Financial Aid to Education
Broadcasting • Telecasting
May 20, 1957 • Page 67
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GOVERNMENT
ch. 5 KN AC-TV last February to George
T. Hernreich. Approval of this sale, pro-
tested by Southwestern Publishing Co. (ch.
22 KFSA-TV Ft. Smith), was set aside and
a hearing ordered by the FCC earlier this
month [B«T, May 6]. Southwestern claims
it had an option to purchase KNAC-TV
from the late H. S. Nakdimen and that Mrs.
Nakdimen, his widow, who took over con-
trol of the station, conspired with Mr.
Hernreich to breach this agreement.
Appeals Court Hears Arguments
On WKST-TV Transmitter Shift
THE U. S. Court of Appeals in Washing-
ton last Thursday heard arguments on a
request for a stay of the FCC action granting
ch. 45 WKST-TV New Castle, Pa., a move
of its transmitter site toward Youngstown,
Ohio.
In seeking the stay, ch. 73 WXTV (TV)
Youngstown claimed the Commission had
not made proper affirmative findings in
granting the move and that the station would
not, in fact, be a New Castle station but
would become a Youngstown oulet. WSKT-
TV and the FCC argued that WKST-TV
would become a Youngstown outlet. WSKT-
tion and the public interest would be served
by the grant.
Oral argument on the WKST-TV move
is scheduled for today (Monday) before the
FCC, with WXTV seeking a full evidentiary
hearing. The ch. 73 station also had sought
to apply for ch. 45. but this application
was ruled unacceptable by the Commission
on the grounds the channel already was oc-
cupied. Neither of the stations is on the
air at the present time.
FCC Dismisses Applications
For Sales at Storer Request
AT THE request of Storer Broadcasting Co.,
the FCC last week dismissed Storer appli-
cations to purchase one vhf tv station and
sell another.
Going by the boards was the proposed
Washington (D. C.) Post (WTOP-AM-FM-
TV) purchase of WAGA-AM-FM-TV At-
lanta for $6.5 million [B*T, Nov. 5, 1956].
This sale was contingent on Commission
approval of Storer 's purchase of WMUR-
TV Manchester, N. H., which the FCC has
indicated necessitates a hearing. Storer pres-
ently owns the maximum five vhf stations
and would have to dispose of one if the
WMUR-TV buy is finalized.
Also dismissed was the proposed Storer
purchase of dark ch. 3 KSLM-TV Salem,
Ore., from Glenn E. McCormick for
$27,277. Storer had sought a waiver of
the five-vhf ownership rule to make the
KSLM-TV purchase possible and sought
a move of that station's transmitter to within
10 miles of Portland, Ore. [B»T, Nov. 19,
1956]. These requests also were dismissed.
Both sales contracts have expired and
have not been renewed, Storer told the
Commission in seeking dismissal of the
applications for approval.
Page 68
Max 20, 1957
Minority Views Seen
In Celler Document
A strong indication that the proposed Celler
report on the tv industry might be accom-
panied by one or more minority reports
was seen last week as the seven-man House
Judiciary Antitrust Subcommittee continued
its review of the draft proposal on the sub-
committee's television investigation [B«T,
May 13].
There were acknowledged reports that
compromises had been worked out at the
subcommittee meeting last Wednesday, and
that Chairman Emanuel Celler (D-N. Y.)
had instructed the staff to confer with dis-
sident members in an effort to work out an
acceptable compromise on many sections of
the voluminous report (understood to run
about 144 "galleys," equivalent to about a
200-page finished report).
But, there also were authoritative reports
that on some sections the chairman and staff
were adamant. It is here that minority opin-
ions are expected to be submitted. It was
definitely understood that the division of the
subcommittee is not along party lines.
Still adhered to is Mr. Celler's estimate
that the report may be issued by the end
of this month or early in June.
It was understood the final report may be
"drastically" changed in some sections from
the original draft. But it was also clear, ac-
cording to informed sources, that some of
the key sections will remain pretty much as
they are at present, with substantial changes
being fought by the chairman and staff mem-
bers. Attached to these sections will be op-
posing views held, it is believed, by a sig-
nificant number of subcommittee members.
According to reported versions of the
draft of the House Antitrust Subcommittee
report, the FCC is urged to prohibit must-
buy practices and option time provisions in
affiliation contracts, and to maintain present
limitations on license and network affiliation
contract periods. The report also chastises
the Commission for failing to hold hearings
on the NBC-Westinghouse Broadcasting Co.
stations swap, and urges the Department of
Justice to pursue its investigation of the
"monopoly" aspects of the industry-owned
BMI [B»T, May 13].
Church Complaint Denied
THE FCC denied the petition of the First
Methodist Church, Los Angeles, for a hear-
ing on why KFAC Los Angeles should be
allowed to terminate its Sunday broadcast,
noting as it did so that it has no censorship
control over programming.
KFAC had told the church that its pro-
gram was "inadequate in many respects." It
also told the church that it is negotiating
with the local church federation to replace
the program. And FCC noted that because
of this, it could not "conclude, solely on the
basis of the first six months' operation, that
station KFAC's decision to substitute one
religious program for another constitutes a
misrepresentation of its (original) program-
ming proposals."
Broadcasting • Telecasting
Congressmen Laud Winners
Of 1956 Peabody Awards
TWO recipients of the 17th annual George
Foster Peabody awards for 1956 — an NBC
show and an ABC radio newscaster — were
lauded for their achievements last week by
two congressmen [B«T, April 22].
Sen. Warren G. Magnuson (D-Wash.),
chairman of the Senate Commerce Commit-
tee, praised NBC's Youth Wants to Know
(founded and produced by Theodore Gran-
ik) as a program which "has long and con-
sistently presented eminent authorities in the
fields of government, politics, finance, for-
eign affairs, the arts, the sciences."
Rep. Gordon Canfield (R-N. J.) com-
mended Edward P. Morgan, ABC news-
caster, for his receipt of the Peabody award
for radio reporting, stating that Mr. Mor-
gan was well known among members of
Congress and "held in high esteem by his
colleagues of the Radio-Television Corre-
spondents' Galleries" to which he was re-
cently elected vice chairman of the execu-
tive committee. Rep. Canfield entered into
the record a recent column on Mr. Morgan
by Lawrence Laurent, radio-tv editor for
the Washington Post.
WPFH Group Denied Injunction
MINORITY stockholders of WPFH (TV)
Wilmington and WIBG-AM-FM Philadel-
phia last week failed to get a court injunc-
tion against Storer Broadcasting Co.'s pur-
chase of the three stations which was ap-
proved in late March by the FCC [B«T,
April 1].
The sale itself had been taken to federal
court by eight stockholders holding 2,400
shares of an outstanding 1,609,204 Class
A WPFH common stock. They claimed
the sales price of $5,626,437 was inadequate.
They also have charged that Paul F. Har-
ron, majority stockholder, and his wife,
were slated to get better benefits than other
stockholders [B»T, May 13].
FTC Charges 5 Window Firms
With Using Bait Advertising
THE Federal Trade Commission has
charged five affiliated firms with using bait
advertising to sell aluminum storm window
screens and storm doors.
They are Mid-Tex Corp., and Apex Win-
dow Co., both of Brooklyn; Famous Win-
dow Co. of Pennsylvania, Pittsburgh; Fa-
mous Window Co., Detroit, and Ace Win-
dow Co. of Missouri, Kansas City. Also
named was Martin Window Co. of Brooklyn
in a complaint that the firms used bait ads in
newspapers and on radio and tv.
A typical ad, the complaint says, offers
screen and storm windows for $10.45. When
salesmen contacted customers, they con-
troverted claims made in the ads and em-
ployed other tactics to sell higher-priced
merchandise, it is charged. A hearing was
scheduled July 10 in New York before an
FTC hearing examiner.
This is not an offer of these Securities for sale. The offer is made only by the Prospectus.
NEW ISSUE
$7,917,000
Collins Radio Company
5% Convertible Subordinated Debentures
due June 1, 1977
The Company is offering to the holders of its Class A Common Stock and Class B Common Stock
the right to subscribe for the Debentures at the rate of #100 principal amount of the Debentures
for each 19 shares of Common Stock held of record on May 14, 1957. The Subscription Offer will
expire at 3:30 P.M., Central Daylight Saving Time on May 28, 1957.
Subscription Price 100%
The several underwriters have agreed, subject to certain conditions, to purchase any unsubscribed
Debentures and, during and after the subscription period, may offer Debentures as set forth in
the Prospectus.
Copies of the Prospectus may be obtained in any State in which this announcement is circulated from only
such of the underwriters, including the undersigned, as may lawfully offer these securities in such State.
Kidder, Peabody & Co.
Carl M. Loeb, Rhoades & Co. A. G. Becker & Co.
Incorporated
W. E. Hutton & Co. F. S. Moseley & Co.
Paine, Webber, Jackson & Curtis
White, Weld & Co.
Hornblower & Weeks
McDonald & Company
G. H. Walker & Co.
May 15, 1957.
Broadcasting • Telecast^":
May 20, 1957 • Page 69,
MANUFACTURING
'56 COLOR COST RCA $6.9 MILLION
• N. Y. investment advisors report on electronics firms
RCA's color tv activities last year actually
lost the company about $6.9 million net
after taxes, an investment evaluation by
Arnold Bernhard & Co., New York, invest-
ment advisers, indicated.
According to the recent report, made
available last week, this loss was the prin-
cipal reason for RCA's decline in earnings
last year.
Nevertheless, the report noted, RCA was
able to sell 102,000 color sets last year,
more than all other manufacturers com-
bined. It is believed by Bernhard that RCA
will attain its goal of selling 250,000 units
this year and "if so, the company probably
will be able to eliminate all losses in its
color activities."
Predicted is a likely recovery this year
of about $3.15 a share from $2.66 a share
reported for 1956.
Other Bernhard & Co. looks at the elec-
tronic equipment manufacturing field:
Admiral Corp. — This company is in a
"bumpy transition period to mass marketing
of color tv." Dollar sales fell 10% last year
despite larger unit volume in tv sets and
appliances than in 1955. This year should
be as poor, and perhaps even worse, for tv
and appliance manufacturers. For the longer
term. Admiral's prospects appear favorable.
Allen B. DuMont Labs — The "road back
to prosperity" for this company has been
"rough." Tv set manufacture has produced
no profit because of a bad market situation
and DuMont has been "unwilling to sacri-
fice quality in order to maintain volume in
a keenly competitive market." Result, the
report observed, has been "a series of
deficit quarterly earnings reports." DuMont,
however, is not planning a cut-back in pro-
duction schedules. Losses can be expected
for the first half of this year with the third
quarter perhaps at the break-even point.
Profitable operations will depend on the
success of the Lawrence color tv tube. Du-
Mont has an agreement with Chromatic
Television Labs (50% owned by Paramount
Pictures Corp.) to manufacture the new
color tube.
Emerson Radio & Phonograph Corp. —
Emerson was no exception to last year's
severe competition, lower prices and rising
costs which reduced profits of tv manufac-
turers. Emerson had poor earnings in 1956,
can expect poor results again this year, hav-
ing already cut its tv output one-third. Color
tv and air conditioning should provide the
firm's "backbone" in volume three to five
years from now.
General Electric Co. — The report does
not distinguish the various GE activities but
GE on the whole "feels that nothing short
of a serious recession can forestall record
sales and earnings again this year."
Magnavox — Its gains can be expected to
be smaller as competitive factors in tv set
Page 70 • May 20, 1957
making take hold this year. But the "sound-
ness of its organizational structure" ought
to pull it through this pre-color tv period.
Philco Corp. — Noted was Philco's large
percentage of tv set sales accounted for by
lower-priced portables. Philco is judged by
the report as likely to be "one of the prime
beneficiaries of color tv."
Sylvania Electric Products — In the last
three months of last year, Sylvania was af-
fected by poor market conditions in the
tv and appliance fields. The first nine months
showed favorable earnings and sales. Syl-
vania's new wide-angle picture tube may
bolster sagging tv tube and set sales, the
report believes. Sylvania should reach $350
million in sales this year with aid from its
acquisition of Argus cameras, its new wide-
angle tube and a growing replacement parts
market.
Westinghouse Electric Corp. — Like GE,
the report does not break down all West-
inghouse products. The firm, which suffered
a prolonged (156 days) strike that ended
March 25, 1956, and which has adopted a
new accounting system, showed depressed
earnings for last year, but, the report stated,
"Today, Westinghouse is firmly back on its
feet, with a heavy backlog of unfilled orders
and a favorable five-year labor contract."
Zenith Radio Corp. — Unit sales and dol-
lar volume were off last year with the iv
set slump pulling overall sales and earnings
totals down. But so far as the industry aver-
age was concerned, Zenith's tv line fared
better; its sales of radio, phonograph and
high fidelity receivers improved. On the
short range, Zenith has "planned its pro-
duction well," had no "burdensome inven-
tories" this year and though operating in
extremely keen competition should be able
to repeat in 1957 its dividend payments of
last year. For the long-term future, Zenith
may have three main avenues for sizeable
earnings growth: color tv, subscription tv
and diversification. (Zenith owns Phone-
vision pay tv system.)
Jerrold Net Income Up
JERROLD ELECTRONICS Corp., Phila-
delphia, last week reported a net income of
$166,133, or 15 cents a share, for the fiscal
year ended Feb. 28 compared to $119,838,
or 1 1 cents a share a year earlier, not count-
ing a non-recurring tax credit for fiscal
1955-56.
Net sales and service revenues for the
same period, according to Milton J. Shapp,
president, were $5,142,702 against $3,703,-
065 in the previous fiscal year.
Mr. Shapp attributed the improved earn-
ing picture, which ranged from a loss in the
first half of the fiscal year to a profit in the
second six months, largely to the firm's ex-
pansion and diversification program.
SURROUNDED by some of the 435 Du-
Mont receiving tube types to be marketed
by the Television Tube division of the Allen
B. DuMont Labs are (l-r) Robert G. Scott,
sales manager; Alfred Y. Bentley, division
manager, and John Wolke, assistant man-
ager, renewal sales.
DuMont's Tv Tube Division
Offers Receiving Tube Line
\ COMPLETE line of receiving tubes for
television, radio, communications and in-
dustrial electronics, in addition to picture
tubes, will be marketed by the television tube
division of Allen B. DuMont Labs. Accord-
ing to Robert G. Scott, sales manager of the
division, the complete tube requirements of
parts jobbers can now be filled with DuMont
products.
DuMont has provided television picture
tubes to electronic parts distributors since
1938, when the company marketed its first
all-electronic television receiver. It maintains
a national sales organization for the sale of
picture tubes and television replacement
parts through wholesale electronic firms.
The availability of approximately 435
DuMont receiving tube types in addition to
picture tubes will enable wholesale firms
and servicemen to specialize on DuMont
quality tube products, Mr. Scott told a sales
meeting of DuMont picture tube representa-
tives at the Blackstone Hotel in Chicago
May 11, preceding the Electronics Parts
Show today (Monday) through Wednesday.
DuMont is displaying the new tubes at the
show.
Craig Quits AT&T Chairmanship
RESIGNATION of Cleo F. Craig as chair-
man of the board, effective May 31, was
announced last week by American Telephone
& Telegraph Co. He will continue as a direc-
tor and member of the executive committee.
Now 64, Mr. Craig has been with the Bell
System for 44 years.
Meanwhile, AT&T last week declared
a quarterly dividend of $2.25 per share pay-
able July 10 to share owners of record June
10. It is the 145th consecutive dividend at
the annual $9 rate, paid /er a period of
36 years. AT&T has about 1.5 million stock-
holders.
Broadcasting • Telecasting
Five Ideco Towers take the
punishment at nation's
most rugged antenna farm
It's not always as peaceful as this on top of Mt. Wilson, 5,900 feet
above Los Angeles, where Ideco towers serve 5 television stations.
In the winter, loaded down with ice and hammered repeatedly
with gale-force winds, these towers absorb some of the roughest punish-
ment that towers take anywhere in the country.
Despite these extreme conditions the 5 Ideco towers have faithfully
done their job for each of the 3 to 10 winters they've been in service.
Dependability like this is designed and fabricated into every Ideco
tower. It's the unseen but essential factor contributed by the tower
engineers at Dresser-Ideco from a background of knowledge unmatched
in the industry.
You, too, can depend on Dresser-Ideco — all the way from early
planning, on through to final inspection, your tower is in the industry's
most experienced hands.
So when you start thinking about your new tower, start planning
with Dresser-Ideco. Write us, or contact your nearest RCA Broadcast
Equipment representative.
DRESSER
DRESSER-IDECO COMPANY
One of the Dresser Industries
DEPT. T-12 COLUMBUS 8, OHIO
Branch: 8909 S. Vermont Ave., Los Angeles 44, Colifornia
Designed for a 30-lb. wind load with
2" of radial ice, this 200^ldeco
tower for KTTV atop Mt. Wilson
supports a 6 bay channel ll antenna.
Broadcasting • Telecasting
May 20, 1957 • Page 71
MANUFACTURING
Boss to Direct Coordination
Of Color Television at RCA
APPOINTMENT of W. E. Boss as director,
color television coordination, RCA, was an-
nounced Wednesday by Martin F. Bennett,
vice president, merchandising.
Mr. Boss, who joined RCA in 1947 as a
television sales specialist, will report ad-
ministratively to Mr. Bennett and, under the
direction of the president, will be responsible
for guiding, coordinating and integrating all
color television activities throughout the
corporation.
Prior to his new assignment, Mr. Boss
served as vice president, sales, of the RCA
Victor Distributing Corp., with headquarters
in Chicago. In 1954 and 1955, he was vice
president in charge of the Buffalo branch of
the distributing firm, and before that he
was manager, marketing development, RCA
Victor television division.
MM&M Sales, Earnings Up
HIGHER sales and earnings were reported
by Minnesota Mining & Mfg. Co. last Tues-
day for the first quarter of 1957 over the
same period a year ago.
Herbert P. Buetow, president, said a
March dividend of 30 cents a share is the
162nd consecutive quarterly payment by the
firm on common stock.
First quarter sales were $89,475,428 com-
pared to $75,706,190 in 1956, an increase
of 18%, while net income before all taxes
hit $19,512,181 as against $17,424,518 for
the same period last year. Earnings on com-
mon stock were $9,692,181 (58 cents per
share) compared with $8,632,518 (52 cents
per share) .
Tarzian Awards Scholarships
SCHOLARSHIPS were awarded on May 9
to Indiana U. students David P. Deich and
Ruth Ho Anne Morris for radio and tele-
vision study by Mary and Sarkes Tarzian,
owners of Sarkes Tarzian Inc., a Blooming-
ton Ind., electronics firm, and WTTS and
WTTV (TV), both Bloomington.
Mary Jane Musgrave also won the first of
what are to be annual scholarships for the
outstanding junior woman in radio-tv stud-
ies, presented by the Indianapolis chapter of
American Women in Radio & Tv.
RCA's Color 'Pict-O-Guide'
PUBLICATION of the RCA color televi-
sion "Pict-O-Guide," a volume of illustrated
step-by-step instructions in the installation,
adjustment and servicing of color tv receiv-
ers, was announced Thursday by Harold S.
Stamm, manager, advertising and sales pro-
motion, RCA Electron Tube Division. The
book was developed and written by John R.
Meagher, RCA's nationally recognized au-
thority on television servicing, who prepared
the original "Pict-O-Guide" for black-and-
white tv. "The Color Pict-O-Guide," Mr.
Stamm said, "contains only essential and
practical information with a minimum
amount of theory."
Page 72 • May 20, 1957
NO. 17,309,943
RCA claims its exhibition hall in Ra-
dio City, New York, has become the
"No. 1 tourist attraction in the New
York metropolitan area." Frank M.
Folsom, chairman of the executive
committee of the RCA board, offered
the claim on the hall's 10th anniver-
sary last week, basing it on surveys of
attendance figures. Mr. Folsom last
Monday appeared on NBC-TV's To-
day show, which originates at the ex-
hibition hall, and greeted the 17,309,-
943rd visitor. A drawing for a color
set was held for all visitors that day at
the exhibition hall, located at 40 W.
49th St.
110-Degree Tv Set Credited
With Sylvania Sales Upsurge
RECORD April factory sales of tv sets, rep-
resenting a 450% increase over April 1956,
was reported Friday by Robert L. Shaw, gen-
eral sales manager of the radio and television
division of Sylvania Electric Products Inc.
"Shipments in April were the greatest for
any April in the 10 years Sylvania has been
producing tv receivers," Mr. Shaw said.
"This achievement represents a further ex-
tension of the sales gains which started with
the introduction of Sylvania lTO-degree tv
sets in December, and which resulted in
record first quarter factory sales." He said
1957 factory sales through April 30 were
greater than total sales through the first seven
months of 1956.
Sylvania also announced it will suspend
production at its Batavia, N. Y., plant for
two weeks starting May 20 to re-tool for
complete 110-degree tv set production.
Marion E. Pettegrew, vice president-opera-
tions in charge of radio and television divi-
sion, said the plant will resume full produc-
tion June 3.
Color Tv Full-fledged Medium,
Eiges Tells Radio & Tv Group
MATURITY of color television and its
emergence as an established medium was
underscored last Tuesday by Sydney H.
Eiges, vice president, press and publicity,
NBC. He spoke before the Milwaukee Ra-
dio & Tv Council in connection with the
Carnival of Color held in that city by RCA
as part of a major campaign to spread color
tv.
Mr. Eiges cited the substantial number of
daytime and evening programs carried by
NBC-TV. He pointed out that during May
Milwaukee stations carried around 210
hours of color programming.
Distribution is not enough, however, Mr.
Eiges warned. "What is needed is actual
consumption. We want people to buy color
receivers so they can enjoy our colorcasts
and those of CBS and local stations."
Collins Offers 'Convertibles'
COLLINS RADIO Co., last week offered
holders of its class A & B common stock
the right to subscribe to $100 worth of de-
bentures for every 19 shares held of record
on May 14. The offer expires 3:30 p.m.,
CDT, May 28. Several leading underwriters
have agreed to purchase the debentures
which may be converted June 1, 1977.
MANUFACTURING SHORTS
RCA Victor, Camden, N. J., announces
powerful new high-fidelity am-fm radio with
Panoramic three-speaker system. New table
model. Cordon Bleu (Model 8RF13), comes
complete with brass legs for conversion
into consolette and retails at $199.95 in
mahogany and $209.95 in "light rift oak" or
maple finishes.
Sylvania Electric Products Inc., Towanda,
Pa., announces 10% price reduction on
germanium for semiconductor manufacture.
Purified polycrystalline germanium metal
reduced from $485 to $435 and germanium
dioxide from $275 per kilogram to $250.
Bell Telephone Labs announces experimen-
tal silicon power transistor capable of provid-
ing output of five watts at 10 megacycles
either as oscillator or amplifier.
General Electric Co. announces shipment of
its first single-bay helical antenna to WIIC-
TV Pittsburgh (ch. 11). GE also reported
shipment of 50 kw transmitter to KPLC-TV
Lake Charles, La. (ch. 7).
Broadcast Equipment Specialties Corp., Bea-
con, N. Y., announces three new "improved
models" of Tapak
spring-driven, self-
M|f powered tape re-
HH corders. Retaining
names Newscaster
Duplex, Triplex
and Simplex, mod-
els incorporate
slip-clutch cranks
which prevent
spring breakage.
Duplex and Triplex
models feature ex-
clusive telephone-
compensated lA
watt loud-speakers. Other new Tapak addi-
tions include pilot lights designed to be vis-
ible with cover closed as well as open in
order to avoid accidental battery depletion.
VU meters and 600 ohm zero level outputs
are continued in Triplex.
Fairchild Recording Equipment Co., Lon£
Island, N. Y., announces new hi-fi electronic
drive four-speed turntable, Model 412-4.
Model uses hysteresid synchronous motor to
provide variable speeds through use of new-
electronic drive unit which drives motor at
either 30, 60, 81, or 141 cycles. Unit also
can be purchased without electronic drive
for one-speed (33!/3 RPM) operation. Price
is $79.95 for one-speed turntable, $159.95
for four-speed model.
Broadcasting • Telecasting
■
SoundScriber Corp.. New Haven. Conn.,
has released compact, magnetic tape re-
corder-reproducer reportedly capable of re-
cording continuously, unattended, without
tape change, for 24 hours. Tape reels for
storing recorded material measure 3%
inches in diameter and 2 inches in width.
Superior Tube Company. Norristown. Pa.,
is making aperture masks for rectangular
color tv picture tubes. Rectangular tubes in
which new masks will be used are shaped
to fit rectangular window of tv set. They
measure 21 by 16 inches and reportedly
save five inches more in height than standard
21-inch round tube.
RCA Semiconductor Div. issues 24-page
booklet. "RCA Transistors and Semiconduc-
tor Diodes." containing general explanation
of transistor theory and operation plus tech-
nical data on RCA types.
Audio Devices Inc.. N. Y.. announces new
"C-Slot reel" to hold magnetic recording
tape which features curved groove at hub
to lock tape without twisting or turning.
All 7-inch reels of Audiotape are now to be
supplied with C-Slot.
PROFESSIONAL SERVICES
Hatchett Opens Topeka Office
WAYNE J. HATCHETT. consulting radio
engineer, has opened an office in Topeka.
Kan., at 517 Wedgewood Rd. He will spe-
cialize, he says, in am construction, main-
tenance and field work, offering maintenance
service to stations in the Midwest. Branch
offices are planned for Missouri and Iowa
at a later date. Mr. Hatchett has been in
the broadcast field 30 years.
Dean English to Advise Kander
DEAN Earl English of Missouri I ?'s school
of Journalism last week was named a con-
sultant to Allen Kander & Co.. Chicago, to
advise the firm on the operation and evalua-
tion of newspapers and broadcasting sta-
tions.
Kander & Co. negotiates for the sale of
newspapers and broadcasting facilities, and
it will seek Mr. English's counsel with the
approval of Missouri U. .
PROFESSIONAL SERVICES SHORTS
Patrick Monaghan Assoc. Inc. (public rela-
tions), announces opening of office at 420
Madison Ave.. N. Y. 17. Telephone: Plaza
9-7535.
Sheldon M. Heiman Inc., public relations,
moves to Suite 732, 30 W. Washington St.,
Chicago 2. Telephone: Central 6-3070.
Consumer & Industrial Public Relations Co.
changes name to Louden Co., with offices at
55 W. 42nd St., N. Y.
Broadcasting • Telecasting
take
and get the whole
rich northern
Florida market, that
The PERRY STATIONS
cover as no
other media can . . .
completely, effectively,
and with apparent but
deceptive ease.
=1
m
l wjhp am/fm/TV Jacksonville
wcoa Pensacola
wtmc ocala
J
wdlp Panama City
wesh-tv Daytona Beach
Radio Stations Represented By:
JOHN H. PERRY ASSOCIATES
TV Stations
REPRESENTED BY PETRY
Max 20, 1957 • Page 73
PROGRAM SERVICES
STATIONS
TelePrompTer Demonstrates
Its New TeleMation Gear
TELEPROMPTER Corp., New York, last
week demonstrated its new electronic devel-
opment, TeleMation, designed to be used
on tv programs, closed-circuit shows and
business meetings to synchronize speakers'
words more closely with visual and sound
effects.
Irving B. Kahn, TelePrompTer president
who conducted the demonstration, explained
that TeleMation works similarly to an alarm
clock that turns on the radio, the toaster or
the furnace, through a system of wiring the
TelePrompTer, a prompting device, precise-
ly as the speaker says a cue word, Mr. Kahn
continued, an aluminum strip positioned on
the TelePrompTer script reaches a contact.
An electronic circuit to the TeleMation unit
is triggered, according to Mr. Kahn, and
"things start to happen — a movie projector
may start grinding, a slide projector may be
working, a spotlight may be placed on a
chart, or recorded music, voices or sound
effects may blare forth."
Mr. Kahn claimed that TeleMation "copes
electronically with the previously hit-or-miss
problem of synchronizing the speaker's
words with off-stage effects." He said the
desired effect, whatever it may be, "is ac-
tivated instantly and automatically. . . .
There is no possibility of error or mis-timing
since every effect is literally locked into
place."
He reported that various tv stations
throughout the country are using TeleMation
on an experimental basis and he hopes to
make it available to outlets commercially
"within a year." He voiced the belief that it
will have considerable application on news,
dramatic and special events programs on
which visual effects often are used. TeleMa-
tion currently is being offered to clients for
closed-circuit tv programs and for business
meetings, Mr. Kahn said.
Mr. Kahn estimated that American com-
panies spend at least $300 million a year
for business meetings for all expenditures,
including an ever-increasing percentage for
visual presentations, such as closed-circuit
tv and the various special effects required.
He said that TelePrompTer's business, which
had been primarily in broadcasting, is "more
than 50% in activities outside of tv at
present."
PROGRAM SERVICE SHORTS
Coral Records Inc., N. Y., is to re-activate
Brunswick Records as full-fledged subsidiary
label, covering pop market, both with singles
and LP's.
Agency Recording & Film Service, Chicago,
announces opening of new recording studio
on 42d floor of Kemper Bldg., effective May
1, in space formerly occupied by WBKB
(TV) Chicago. Organization moves from
Lincoln Tower Bldg.
RCA Thesaurus has announced that 22
radio stations signed during week of April
29 for services of Radio Transcription
Library.
DUMONT INVESTORS
BACK KTLA (TV) BUY
• Goodman cites plan to expand
• Firm hopes for FCC maximum
STOCKHOLDERS at a meeting in New
York Monday voted approval of a proposal
for DuMont Broadcasting Corp.'s manage-
ment to negotiate the purchase of KTLA
(TV) Los Angeles [B«T, April 29] and three
other Paramount Pictures' firms. Paramount
is a minority stockholder in DuMont Broad-
casting, which owns WABD (TV) New York
and WTTG (TV) Washington and a radio
outlet, WNEW New York.
Bernard Goodwin, DuMont Broadcast-
ing's president, said at the meeting the com-
pany hopes to acquire other radio and tv
stations up to the maximum permitted by
FCC. He indicated that although the com-
pany would like to do this in 1957, it had
no specific properties in mind. DuMont
Broadcasting was spun off from Allen B.
DuMont Labs about a year and a half ago.
Stockholders also approved the purchase
of independent WNEW for which DuMont
paid a record $7.5 million. FCC approved
the transaction at the end of April [B«T,
April 29]. The proposal for KTLA would
involve an exchange of 700,000 to 800,000
shares of DuMont capital stock, subject to
FCC approval.
At the same time, DuMont would ac-
quire from Paramount all of the outstand-
ing stock of Famous Music Corp. (owns
outstanding stock of Paramount Music
Corp.), the class A stock (constituting 50%
ownership) of Paramount-Roy Rogers Mu-
sic Co., and that of Gomalco Music Corp.
To finance its WNEW purchase, DuMont
will offer stockholders 314,812 shares of
capital stock through issuance of warrants
of one additional share at $7 for each three
held. Paramount would exercise subscrip-
tion rights to 83,800 additional shares.
WNEW stock will be paid for with 270,147
shares of DuMont valued at $8.25 per share
and nearly $3 million in cash. An agree-
ment with the Bank of New York and
Manufacturers Trust Co. would provide for
$3.5 million that is payable in quarterly in-
stallments for five years at 5Yi% annual
interest.
In the WNEW transaction, WNEW's
President-General Manager Richard Buck-
ley, a 24.25% stockholder in the station,
received a contract last March, to serve as
president of the WNEW "division" and as
chief executive and general manager of the
station for five years after the stock trans-
fer is consummated, at a salary not to ex-
ceed $120,000 per year. Under a stock
option plan approved by stockholders, not
more than 100,000 shares of DuMont stock
can be made available by the company.
Paramount Pictures owns 251,400 shares
or 26.6% of 944,436 shares outstanding of
DuMont Broadcasting. With the addition of
stock for the WNEW purchase, along with
stock that would be issued for the KTLA
merger (assuming that management can
negotiate the agreement with Paramount),
Paramount Pictures will wind up with an
estimated 49% of DuMont Broadcasting
stock then outstanding.
Action was postponed on a proposal to
change the corporate name of DuMont
Broadcasting.
Mr. Buckley was elected to succeed Ted
Cott, DuMont vice president, as a member
of the DuMont board of directors. Mr.
Goodwin was re-elected president; Mr. Buck-
ley, Mr. Cott and Bennett Korn were
elected vice presidents. Paul Raibourn of
Paramount Pictures was elected treasurer;
Allen B. DuMont, chairman of the board;
Richard L. Geismar, Melvin Stack and Ir-
ving Singer, assistant treasurers; Arthur
Israel Jr., secretary, and Robert A. Drever,
assistant secretary.
Former KTLN Employe Wins
Suit Over Phonetic Name
A DENVER judge early this month ruled
that a former station personality on KTLN
Denver can keep her professional name—
"Kaytee Ellen" — in spite of its phonetic
similarity to the station's call letters, because
ratings showed that her personality gave the
program drawing power, not the call letters.
The judge also awarded "Kaytee Ellen"
(Mrs. Irva M. Steffen) a $13,300 judgment,
including $2,500 punitive damages, for what
he described as "wanton and reckless dis-
regard of plaintiff's rights and feelings" by
John L. Buchanan, former KTLN manager
and operator, and Mrs. Shirley Wray, a
former KTLN employe who took Mrs. Stef-
fen's place as "Kaytee Ellen."
The original "Kaytee Ellen" filed suit in
June 1954 against KTLN Inc., at that time
licensee of KTLN, for firing her after train-
ing another to substitute in the role. But
KTLN at that time claimed her phonetic
name was station property.
The court found, however, that the first
"Kaytee Ellen" had developed program
ratings during her four years of broadcasting
which showed that her individual personal-
ity had made the program known.
KTLN now is owned by Radio Denver
Inc., and its management said it is in no
way involved. Mr. Buchanan now is owner
and president of KWBY Colorado Springs.
McGannon Predicts Expansion
In National Radio-Tv Budgets
PARTICIPATION of radio and television
in national advertising budgets will continue
to expand, Donald H. McGannon, presi-
dent of Westinghouse Broadcasting Co.,
told a WBC management meeting Friday
at the conclusion of a four-day program.
The meeting was held at Skytop Club, in
Pennsylvania's Pocono Mountains.
Mr. McGannon said present trends in
the national economy are favorable to the
electronic media. He forecasts upward
trends in viewing and listening patterns,
limited by the amount of time available to
the public in modern living.
"Advertisers will continue to look to tv
especially, and to radio as well, for their
dynamic power in marketing the ever-ex-
panding line and volume of production,"
Page 74 • May 20, 1957
Broadcasting • Telecasting
WATR-TV, V/ATERBURY, CONN. • WBZ-TV -
KUHT-TV, HOUSTON, TEXAS • KLFY-V/
CALIF. • WABI-TV, BANGOR, MAIN''
BOSTON, MASS. • WGTH-TV, HARTFO'
WMUR-TV, MANCHESTER, NEW HAhf
WPTZ. PIATTSBURG, N. Y. • WAR'/
BURG, PA. • WDB1-TV, ROANC
WKNX-TV, SAGINAW, MICHIC
WTAP, PARKERSBURG, WEST ^
CADILLAC. MICHIGAN • WAGE
GREENVILLE, S. C. • V/FLB-TV.W.
I
BILE, ALA. • WLAC-TV, NASHVM
N. C. ' KT1V, SIOUX CITY, ll
HOLDREGE. NESR. • KTVH, HinM
INDIANA • KDUB-TV. LUBBOCK,\r
FT. WORTH, TEXAS • KATV, PIN
KDW1-TV, TUSCON, ARIZONA
BIA, MISSOURI • KHPL-TV, HAYES c\Sk
KFSA-TV, FORT SMITH, ARK. • (COAT-TV, jlfe.
PORT, LA. • WTOW, BANGOR, ME. • V/CBS^fcJ,
fCVOO-TV, TULSA, OCW. • V/EWS, CLEVELAND, OHlfe
IDAHO • KFBC-TV, CHEYENNE, WYO. • KID-TV. IDAHi
SAN DIEGO, CALIFORNIA • KSAN-TV, SAN FRANCISCO, (
KWG, TULARE, CALIFORNIA • KLRJ-TV, LAS VEGAS, NEVADJF&
DODGE, IOWA ' KX1B-TV, FARGO, NORTH DAKOTA - MA
WSIL-TV, HARRISBURG, ILLINOIS • KOSA-TV, ODESSM
v. :
BOSTON, MASS. • WGLV-TV, EASTON, PA.
LAFAYETTE. LA. • KCCC-TV, SACRAMENTO,
VGAN-TV. PORTLAND, ME. • WGBH-TV,
WN. • WHYN-TV. SPRINGFIELD. MASS.
HIRE • WWW. SPRINGFIELD, MASS.
RANTON, PA. • WHCT-TV, HARRIS-
• WTTG, WASHINGTON. D.C.
/PBN-TV. TRAVERSE CITY, MICH.
'TVS, DETROIT, MICH. • V/VVTV,
LANTA, GEORGIA • WFBS-TV,
TEVILLE, N. C. • WKRG-TV, MO-
MN. • WITN, WASHINGTON.
IA, CHAMPAIGNE, ILL. • KHOL-TV.
JN. KANSAS • WFIE. EVANSVILLE,
f,. FDA-TV, AMARILLO. TEXAS • KFJZ-TV,
RK. ° KIEM-TV. EUREKA. CALIFORNIA
RQUETTE. MICH. • KOMU-TV, COLUM-
W[EB. • KALB-TV, ALEXANDRIA, LOUISIANA
QUFRQUE, NEW MEXICO • KTBS-TV, SHRFVE-
NEW YORK • KTVX, MUSKOGEE, OKLAHOMA
'TON, W. VA. ' WJR, DETROIT, MICH. • KBOI-TV. BOISE,
S. IDAHO ■ KTVW, TACOMA, WASHINGTON • KFSD-TV,
ARIZONA • KVEC-TV, SAN LUIS OBISPO, CALIFORNIA
OX-TV, GRAND FORKS, NORTH DAKOTA • KQTV, FORT
DENVER, COLORADO • WDXI-TV, JACKSON, TENN.
K. HOUSTON, TEXAS • KUHT, HOUSTON, TEXAS
281 KTR systems in use by Television Stations
HERE'S WHY RAYTHEON KTR MICROWAVE RELAYS OUTSELL ALL OTHERS:
PORTABLE OR RACK MOUNTED — Four compact units
in portable system; weight, 162 lbs. Rack-mounted
unit is designed for permanent installations.
• Most complete line in the industry. Models for 6000, 7000
and 13,000 MC— portable and rack mounted.
• Simultaneous transmission of monochrome or full NTSC
color plus high fidelity audio.
• 100 milliwatts or one watt— you buy the power you need.
• Low initial and operating costs— unequalled dependability
and versatility.
For complete information on Raytheon's KTR series television
relays, please write Dept. 6120.
RAYTHEON MANUFACTURING COMPANY
i
RAYTHEON
Commercial Equipment Division, Waltham 54, Mass.
a- ..:
Excellence in Electronics
Broadcasting • Telecasting
May 20, 1957
Pase 75
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CLOSED-CIRCUIT television services.
TmPromMr Corpora/ion
311 West 43rd St., New York 36, N. Y. • JUdson 2-3800
HERBERT W. HOBLER, V. Pres. Sales JAMES BLAIR, [opt. Sales Mgr.
LOS ANGELES • CHICAGO • WASHINGTON, D.C. • PHILADELPHIA
DETROIT • MIAMI • TORONTO • LONDON
STATIONS
he said, adding that future growth and
stability of the business must include con-
sideration of technological improvements
and automation devices.
"Great opportunities are afforded to sta-
tions to be more effective on all scores by
enhancing their prestige and believability
in the minds of their listeners and viewers
through public service programming,"' Mr.
McGannon said.
Guest speakers at the four-day meeting
included Thomas Kerr. Westinghouse Elec-
tric Corp. attorney; Mark Cresap, WEC ex-
ecutive vice president; Dr. Geoffrey Moore,
associate director of research, National Bu-
reau of Economic Research; Dr. Frank
Stanton, CBS president; Marion Harper,
McCann-Erickson president; Melvin A.
Goldberg, WBC research director; Ralph
Harmon, WBC engineering vice president,
and E. V. Huggins, WEC vice president for
corporate affairs. Speakers also served as
discussion leaders.
A sales-promotion meeting was led by
A. W. Dannenbaum Jr., WBC sales vice
president; David E. Partridge, advertising
and sales promotion manager; Perry B.
Bascom, national radio sales manager, and
John J. Kelly, assistant advertising and sales
promotion manager. Richard M. Pack, pro-
gram vice president, conducted a program
session.
3 Bartell Stations Hike Rates,
Create Class AA 'Driving Time'
THREE ams of the Bartell Group have
raised national rates and readjusted time
categories, Lee Bartell, managing director of
the group, has announced. Affected are
KCBQ San Diego, WAKE Atlanta and
KRUX Phoenix.
The stations, represented nationally by
Adam Young Inc., New York, have set up
Class AA "driving times" embracing the
6:30-9 a.m. and 4-7 p.m. periods. Class A
time occupies the 6-6:30 a.m. half-hour and
the daytime stretch from 9 a.m.-4 p.m. The
stations have extended B time to 1:30 a.m.,
with C time following until 5:30 a.m. on
the round-the-clock facilities. The 5:30-6
a.m. half-hour is Class B. Program lengths
other than five minutes have been deleted
from the national rate structure. Five-
minute newscasts are heard hourly in the
music-news-sports program structures.
Top one-time announcement rates for the
Bartell stations now are: KCBQ, one minute
Class AA. $15; WAKE, $18, and KRUX
$12, all offered with frequency discounts:
KCBQ, Class A, $13; WAKE, $16, and
KRUX, $10. Weekly saturation plans also
are offered. Old Class A rates were: KCBQ.
$10; WAKE. $15, and KRUX, $9.45.
Chaseman to WAAM (TV) Post
JOEL CHASEMAN, recently of WITH
Baltimore, has been named assistant to the
manager of WAAM (TV) Baltimore, serv-
ing under Kenneth L. Carter, general man-
ager. Mr. Chaseman joined WAAM before
it took the air in 1948, becoming director
of public service and publicity before mov-
ing to WITH. His WAAM appointment
became effective May 15.
Page 76 • May 20, 1957
Broadcasting • Telecasting
TIME TO CLEAR THE PICTURE
for the ASSOCIATION OF AMERICAN RAILROADS
Broadcasting • Telecasting
May 20. 1957 • Page 77
ON THE
DOTTED LINE
CONTRACT for services of Chicago
Cubs' Shortstop Ernie Banks in a new
15-minute sports commentary on
WBEE Harvey, 111., has been com-
pleted by Pabst Brewing Co., Chicago.
On hand for pact-signing are (1 to r):
seated, Mr. Banks and Richard H.
Hehman, Pabst marketing director;
standing, Barney Brienza, Pabst adver-
tising manager, and Richard C.
Scheele, general manager of WBEE,
all-Negro radio station. The show con-
sists of comments and interviews
through the season.
IN the seasonal realm of farm spon-
sorship a 52-week contract is good
reason for smiling, as attested by (1 to
r) General Manager Glenn Griswold
of KFEQ-AM-TV St. Joseph, Mo.;
Harold J. Schmitz, stations' farm serv-
ice director, and Dan Duncan of the
Iowa-Missouri Walnut Co., St. Joseph,
who just signed the contract. It is for a
weekly quarter-hour 4-H show con-
ducted by Mr. Schmitz on KFEQ-TV.
A friend of 4-H for many years, the
Walnut Co. had a similar program on
KFEQ Radio for three years.
CROSS-THE-BOARD contract for the
Lawrence Welk program on WEE1
Boston (6:30-6:45 p.m. Mondays
through Fridays) is signed by James
Bothen of Towne - Line Motors in
Waltham, chairman of the Greater
Boston Dodge Dealers advertising
fund. Booking was on behalf of Dodge
and the Dodge dealers of metropolitan
Boston. Others (1 to r): Thomas Y.
Gorman, general manager of WEEI;
Robert Jarvis, regional manager for
Dodge, and Max Siegel of Westminster
Motors in Roxbury, Mass.
PRINCIPALS in a two-hour
weekly children's show origi-
nating in San Francisco and tele-
cast by KVVG (TV) Fresno,
Calif., gather to go over the
first script of Trude Time. They
are (1 to r) Jackie Martin, ad-
vertising manager of Cooper's
Department Store, Fresno spon-
sor: Ron Freeman, manager of
the ch. 27 station; storyteller
Trude; Ann Cooper, owner of
the sponsor firm, and Art Blum
of Art Blum Advertising and
Public Relations Agency, pack-
ager of the show.
SHAKING on the deal con-
cluded by Jackson Brewing Co.,
New Orleans, to sponsor The
World of Sports daily on WMCT
(TV) Memphis are Lawrence J.
Fabacher, general sales man-
ager of the brewing firm and
Earl Moreland (r), manager of
WMCT. Stan Torgerson, sports-
caster and manager of WMC
Radio, is seated beside them.
Behind (1 to r): Steve Beard of
the Dallas office of Blair-Tv, na-
tional representative of WMCT;
Tom Shipp, Memphis distributor
of Jax beer, and Donald H. Hal-
sey, Jax account executive at
Fitzgerald Advertising Agency,
New Orleans. The show, featur-
ing Mr. Torgerson, is seen at
10:15 Monday through Fridays.
Page 78 • May 20, 1957
Broadcasting • Telecasting
On the set of "I Love Lucy," (tarring Lucille Ball and Dad
Arno_z. The/nation's Number 1 TV show for 1931, 1952 mm*
1953 is .a pioneer of the technique of filming It* program a* t
five show 'with audience. Desilu Production* u**» rbrM MJtcJi* I
"^35mm BNC camera* in filming "I love Lucy."
TO f|Ll
a BvccB'ssrm
e e b
Joan Davis an the set of "I Married 'Joan,"
produced by P. J. Wolf son and 'appearing
on NBC. Three Mitchell 35mm BNC cameras
are used on this top TV show, which is in
its 2nd year. Jim Backus plays the male lead.
It takes more than just a good script to insure the success
of a top-rated network program. The on-stage performances of
the stars and supporting cast must be outstanding,
carefully timed, superbly directed. And the camera must
perform flawlessly in its vital role of recreating the
superior quality of the show for millions of TV viewers.
Mitchell cameras— internationally famous— provide the
matchless photographic performances so necessary to the
successful making of the finest theater quality films.
That is why, wherever top quality fuming is the foremost
consideration, Mitchell Cameras are to be found . . .
bringing success into focus.
Dennis Day, star of "The Dennis Day Show,"
a top-rated NBC program. Originally "live,"
this series is in its second year, and is now'
produced on film by Denmac Productions,
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Broadcasting • Telecasting
May 20, 1957 • Page 79
DATELINES OF THE WEEK
A sampler of radio and television news enterprise
BOSTON — When forest fires on Cape Cod
threatened other parts of Massachusetts,
Boston radio stations quickly stepped up
their operations to an emergency basis.
At WEEI Boston, General Manager
Thomas Y. Gorman took personal charge
of deploying station news personnel during
the emergency May 7-10. He sent newsmen
to Plymouth and other threatened com-
munities and to Civil Defense headquarters
in Natick. On the third day of the fires staf-
fers were dispatched in a private plane to the
hot spot. From one vantage point they
counted seven blazes raging simultaneously.
Buffetting air pockets created by the heat
waves, affected the quality of the airborne
tapes, WEEI reports, but not enough to
preclude their use on the air. On the ground
the same day WEEI got interviews with
Gov. Foster Furcolo and other state officials,
feeding the tapes to five other Boston sta-
tions and WPRO Providence. WPRO offered
the official messages to all Rhode Island
stations.
Until the emergency ended May 10, safety
warnings were scheduled on all WEEI
shows, and WEEI continues on the alert,
maintaining liaison with WGAN Portland,
Me., WTAG Worcester, WPLM Plymouth
and WCAT Orange, Mass., as long as any
flames remain. WEEFs Charles Ashley ap-
peared on CBS Radio's News of America
with reports on the Cape Cod crisis.
WBZ-WBZA Boston-Springfield on May
9 instituted around-the-clock broadcasts of
fire news directly from the office of the
governor and from state civil defense head-
quarters in Natick. The direct-line newscasts,
scheduled on hourly news programs and
used for bulletins, supplemented coverage by
two mobile units at Manchester and Plym-
outh, Mass., key fire areas. The WBZ broad-
casts were offered to all stations wishing the
service.
WHDH Boston also harnessed all its spe-
cial events facilities to the area's disastrous
fire story and at the peak of the emergency,
May 9-10, broadcast 25 on-the-scene reports
and 1 0 to 15 special appeals from state civil
defense and conservation authorities, the
State House and Gov. Furcolo. These were
in addition to special hourly reports and
weather bulletins.
One of the WHDH-Herakl-Traveler team
covering the story found himself actively in-
volved. Fred B. Cole, station personality,
who has a Boston Fire Dept. badge and is an
honorary member of 10 other fire depart-
ments, drives a car that carries a Fire Dept.
sticker and siren. He found this was all he
r
OPPORTUNITY AT RCA
FOR
BROADCAST FIELD ENGINEERS
RCA needs trained broadcast engineers
who can direct and participate in the installa-
tion and service of AM and television broadcast
equipment. Here's an excellent opportunity for
training and experience with color TV trans-
mitters. Opportunities exist in Atlanta, Chicago
and suburban Philadelphia.
You need: 2-3 years' experience in
Ami unil mini ||"M t broadcast equipment, including work on
CAN YOU QUALIFY 7 TV or AM transmitter installation. You
should have: good technical schooling
and 1st Class Radio-Telephone License.
Enjoy RCA advantages:
Top Salaries
Many Liberal Company-Paid Benefits
Relocation Assistance
For personal interview, please send a complete
resume of your education and experience to:
Mr. James Bell, Employment' Manager, Dept. Y-3E
RCA Service Company, Inc.
Cherry Hill, Camden 8, N. J.
RCA SERVICE COMPANY, INC.
needed to be drafted for four hours' fire-
fighting service when he went to Plymouth
May 9 to cover the story for his station.
DETROIT — Across the country WWJ-TV
Detoit gave quick film coverage to the fire
that destroyed Grace Harbor Lumber Co.,
May 7. Cameraman Hank Shurmur and his
crew hurried to the scene after the first re-
port at 3:04 p.m., sent the first film take
back at 5 : 20 and aired it on the 6 p.m. news.
CLEVELAND — A special new squad of
the Cleveland Police Dept. recently went on
its first rounds in the city's touqh district and
newsmen of KYW-AM-TV Cleveland rode
aboard the police cruiser. Prize pictures of
the late-hour raids showed police apprehend-
ing a car thief in a crowded honky-tonk
section of town.
ST. LOUIS — Covering the last fortnight's
Senate investigations into activities of Dave
Beck of the Teamsters Union called for con-
siderable ingenuity by stations far removed
from the scene. KXOK St. Louis solved the
problem with the help of that city's KTVI
(TV), which was part of a special cross-
country network taking the live proceedings
from WMAL-TV Washington. In unusual
inter-media cooperation, C. L. (Chet)
Thomas, general manager of KXOK, made
arrangements with General Manager Joseph
Bernard of KTVI to tape the audio portion
of the KTVI telecasts. KXOK aired its first
tape within minutes after the original tele-
cast and continued using the tapes on its
news shows for the duration of this portion
of the hearings.
SCRANTON — During April 16-18 commit-
tee sessions when the Scranton, Pa., local of
the Teamsters Union held the Senate spot-
liaht, WDAU-TV Scranton had the next
thing to live coverage. This amounted to
14,500 feet of sound film, a complete ac-
count flown back to Scranton from Capitol
Hill on five daily flights.
To do the voluminous film job, a four-
man camera crew from WDAU-TV was
stationed in the Senate committee room and
film processing was done both in Washing-
ton and in Scranton. Eight hours of com-
mercial time was pre-empted to show the
extensive footage, and film was used through-
out the day in regular newscasts and bul-
letins. Charles Mercer of the AP devoted a
column — carried by some 500 newspapers
— to WDAU-TV's long-range news job.
Local papers and the Cincinnati Times-Star
also featured the coverage.
Harris Named KOA-TV Sales Head
APPOINTMENT of Richard Harris as gen-
eral sales manager of KOA-TV Denver,
replacing William F. MacCrystall who re-
signs June 1, was announced Tuesday by
William Grant, president of KOA Inc.
(KOA-AM-TV).
Mr. MacCrystall resigns to join a group
of stations owned by Southern California
newspaper and agency executives (KVOA-
AM-TV Tucson, Ariz., and KOAT-TV Al-
buquerque, N. M.) in a management capac-
ity, and will headquarter in Tucson, accord-
ing to Mr. Grant.
Page 80 • May 20, 1957
Broadcasting • Telecasting
Only STEEL can do so many jobs so well
Stainless Steel Porcupine. This fero-
cious-looking machine bristles with Stain-
less Steel spikes, and for a good reason,
too. It's the main drive compressor for a
supersonic wind tunnel at the National
Advisory Committee for Aeronautics' Lewis
Flight Propulsion Laboratory in Cleve-
land. It delivers a ton of air per second at
a velocity of 1200 to 1800 miles per hour!
The tunnel will test full-size turbojet and
ramjet engines.
it's Mowing Time Again. And a clean-
cutting all-steel rotary power mower like
this can help you do the job faster and
with less work. The all-steel deck is tough
and unbreakable. The mower blade is steel,
too, because steel is the only commercial
metal that will take and hold a keen cut-
ting edge.
41,000 MileS Of Wire. This picture was taken on
the world-famous Mackinac Bridge, now under con-
struction by American Bridge Division of United
States Steel. The all -important main suspension
cables contain 41,000 miles of K/K;-inch-diameter tough
galvanized steel wire supplied by American Steel &
Wire Division. The cables are laid four wires at a
time by a traveling "spinning wheel." Each cable is
over two feet in diameter and contains 12.580 wires.
UNITED STATES STEEL,
AMERICAN BRIDGE . . AMERICAN STEEL & WIRE and CYCLONE FENCE . . COLUMBIA-GENEVA STEEL
CONSOLIDATED WESTERN STEEL GERRARD STEEL STRAPPING . . NATIONAL TUBE . . OIL WELL SUPPLY
TENNESSEE COAL & IRON . . UNITED STATES STEEL HOMES . . UNITED STATES STEEL PRODUCTS
UNITED STATES STEEL SUPPLY . . Divisions of UNITED STATES STEEL CORPORATION, PITTSBURGH
UNION SUPPLY COMPANY • UNITED STATES STEEL EXPORT COMPANY • UNIVERSAL ATLAS CEMENT COMPANY
7-1258
Watch the United States Steel Hour on TV every other Wednesday (10 p.m. Eastern time).
Broadcasting
Telecasting
May 20. 1957 • Page 81
STATIONS
Triangle to Conduct
First Uhf Depth Study
TRIANGLE Stations will conduct what it
calls the first market research study of the
uhf problem, using WLBR-TV Lebanon,
Pa., as a proving ground. WLBR-TV, which
returned to uhf ch. 15 after a 2Vz -year
silence, will be subjected to a depth analysis
to develop a uhf case history covering
agency, client, equipment, audience and
station problems.
The first uhf property in the Triangle
group, the station will make public results
of its completed study, covering possibly a
year, and make interim reports for industry
evaluation. Funds will be provided by Tri-
angle Stations.
Test laboratory conditions will govern the
study. A cooperating agency, not yet
selected, will participate in reviewing the
"sales improvement history" of a product
advertised only on WLBR-TV. A new prod-
uct may be added, with sales impact traced
from copy drawing board to pantry. Selec-
tion of products for the study will be subject
to decision of the cooperating agency. Al-
ready several of the top 10 agencies have
shown interest in the project, Triangle said.
A major research organization, not yet
selected, will direct the scientific collection
MR. PALMER MR. SAVAGE
of data and evaluation of the findings, using
latest and best techniques.
Roger W. Clipp, Triangle vice president-
general manager, who conceived the proj-
ect, said it will provide a microscopic case
history of a uhf station and its related in-
dustries. The operating plan will be com-
pleted within a few weeks.
A major equipment manufacturer will
cooperate in checking viewer reaction, going
into homes to find out what families think
of uhf and inquiring into converters, set
troubles and reception.
WLBR-TV returned to the air May 2
under Triangle ownership. Its 1 kw trans-
mitter with 13 kw radiated power will be
replaced within a month by 12V6 kw equip-
ment radiating 129 kw. Parts of Lebanon
and adjoining Dauphin counties are practi-
cally 100% converted to uhf, since Harris-
burg is an all-uhf city. WLBR-TV predicts
it will cover 320,000 tv homes in the Lan-
caster-Dauphin-Lebanon market.
Implementing the project in the field will
be Frank B. (Bud) Palmer, general mana-
ger of WLBR-TV and M. Leonard Savage,
operations director. Formerly at WGN-TV
Chicago and WSEE Erie, Pa., Mr. Palmer
joined the Lebanon station May 2. Mr.
CECIL SANSBURY, general manager
of WSEE (TV) Erie, Pa., signs for his
station to be represented by Young
Television Corp., New York. With
him are three Young executives (1 to
r): William Crumley, vice president-
research; James F. O'Grady, assistant
sales manager, and Adam Young,
president.
Savage, a graduate of RCA Institute, Phila-
delphia, was at WEEU and WRAW Read-
ing, Pa., later becoming chief engineer of
WKNE Keene, N. H. He helped construct
WLBR-TV and served as chief engineer in
1953-54.
WLBR-TV has no network service. The
study is designed to show how uhf can
compete successfully with vhf and match
the merits of networks and non-network
programming.
WBLN (TV) Goes Back on Air;
Needs Only $15,000 Capital
WBLN (TV) Bloomington, 111., returned to
partial operation a fortnight ago and needs
less than $15,000 to resume full-time, per-
manent telecasting. Worth S. Rough, presi-
dent and general manager of WBLN Inc.,
has reported.
The uhf ch. 15 station last week com-
pleted overhaul of equipment and is pro-
gramming 5-10 nightly with the best pic-
ture in its history, according to Mr. Rough.
The ABC-TV affiliate plans to operate on a
regular basis once it has collected the re-
maining portion of $52,000 in pledges. The
full amount will be used to pay off WBLN's
indebtedness and an additional $15,000 is
needed for operating capital, to be raised
with issuance of more stock after full-time
operation is resumed.
WBLN ceased operation last Feb. 5 be-
cause of equipment failures and monetary
difficulties and has reorganized its financial
structure [B»T, April 1]. Arrangements were
underway last week for settlement of all
debts with creditors before WBLN revives
regular telecasting operation, according to
Mr. Rough.
Ra-Tel Broadcasting Co.
Buys WKXV for $100,000
THE sale of WKXV Knoxville by Tele-
Broadcasters Inc., to Bill L. Boring, ac-
countant, and Henry T. Ogle, attorney, both
Knoxville, under the name of Ra-Tel Broad-
casting Co. for $100,000, was revealed last
week.
The sale of the 900 kc, 1-kw daytime
facility was negotiated by Blackburn & Co.,
station broker. It had been bought originally
by Tele-Broadcasters (H. Scott Kilgore,
president) from Roy S. and Tom Carr in
1955 for $100,000.
This leaves Tele-Broadcasters with
WPOW New York, KALI Pasadena, WPOP
Hartford, and KUDL Kansas City.
WALA-TV Charges AAP
With 'Contract Breach'
WALA-TV Mobile, Ala., has filed suit in
federal court in Mobile seeking $1.1 million
damages from Associated Artists Produc-
tions, New York, charging breach of con-
tract.
The WALA-TV action charges AAP
failed to comply with terms of an agree-
ment and sold a package of some 500
Popeye and Warner Bros, cartoons to a com-
peting station, WKRG-TV Mobile. David
Stillman of Stillman & Stillman, New York,
legal counsel for AAP, says, "There was no
contract agreed upon or signed" between
WALA-TV and the film firm.
The station seeks damages it says were
incurred through its failure to meet com-
mitments to advertisers because of the al-
leged breach of contract. WALA-TV last
week was seeking an injunction to prevent
WKRG-TV from airing the films until
disposition of the case. Judge Daniel H.
Thomas was to hear the injunction request
last Friday.
The suit claims WALA-TV entered a
contract with AAP for the cartoon package
on April 24 and then solicited advertisers
for the films. It states that the station learned
May 3 that AAP did not intend to comply
with the alleged agreement and that the
film firm was offering or had offered the
package to WKRG-TV.
According to James McNamara, national
sales manager of WALA-TV, Robert Mont-
gomery of the AAP sales staff sent the sta-
tion a ' letter of agreement," which was
signed and returned. This was called a "firm
order" by Mr. Montgomery, Mr. McNamara
says.
AAP representatives, contacted in New
York, referred the question to the Stillman
law firm. David Stillman said the "facts
negate any liability of the distributor . . .
There was merely a negotiation between the
two parties. There was no contract agreed
upon or signed."
WTVT (TV) Staffer Lost at Sea
RONALD CHARLES STIMPSON, 29-year-
old producer-director of WTVT (TV)
Tampa-St. Petersburg, was lost at sea May
8 along with his wife Emma Grace and a
guest. His cabin cruiser was believed to
have struck a submerged object six miles off
Anna Maria Island.
Mr. Stimpson had been with the station
since it went on the air April 1, 1955. Be-
fore that he was an announcer for WMMW-
AM-FM Meriden, Conn., a tv cameraman
for WPIX (TV) New York City and a pro-
duction technician at WCAX-TV Burling-
ton. Vt.
Page 82 • May 20, 1957
Broadcasting • Telecasting
13 MILLION GALLONS BIG ..BUT JUST A DROP IN THE BUCKET
The ESSO WASHINGTON is the newest
of the 110 ocean-going tankers in the Esso
fleets. She can carry 13 million gallons of
oil. But that's just a drop in the bucket
compared with the 40 billion gallons that
Jersey Standard affiliates delivered to cus-
tomers last year.
As economies expand ... as populations
grow ... as people live better, oil must pro-
vide more energy to power factories, to
drive ships and planes and motor vehicles,
to heat and light homes and offices. Last
year we supplied more than twice the oil
we did ten years ago. This year our cus-
tomers will need still more.
It's a big job . . . and it requires vast
amounts of costly equipment. As our
Annual Report points out, we spent
$1,083,000,000 last year searching for oil
and gas and paying for such things as
tankers, pipelines and refineries. And in 1 957,
we plan to spend another $1,250,000,000 to
find, produce and deliver the oil people will
be needing tomorrow . . . and ten and twenty
years from now.
Because Jersey Standard is willing and
able to make such investments and because
our operations are efficient, we make a
profit. In 1956 it was 5808,535.000. About
half of it went back into the business to
help pay for the new facilities.
Our successful year was good news for
the 403,000 shareholders who own the
company . . . they got dividends of S2.10
per share on the money they invested.
It was good news for our 156,000 em-
ployees . . . whose wages and benefits came
to $906,000,000.
It was good news for governments. Oper-
ating and income taxes, import duties, con-
sumer taxes and other payments from our
operations brought to the United States and
other governments a record $2,171,000,000.
That was five times the dividends to share-
holders, more than double the payroll and
benefits to employees.
Best of all, our operations were good
news for the people of the free world, who
rely heavily on the energy of oil for their
economic and social progress.
In this, our 75th anniversary year, we
intend to continue our efforts to remain
successful, profitable and growing, in order
to serve people well.
If you would like a copy of our 1956
Annual Report, write us at Room 1626.
30 Rockefeller Plaza, New York 20, N. Y.
STANDARD OIL COMPANY (NEW JERSEY)
AND AFFILIATED COMPANIES
producing energy for an abundant life
Broadcasting o Telecasting
May 20, 1957 • Page 83
unequaled
EXCLUSIVE
COVERAGE!
mm
KEPR-TV
Pasco
KBAS-TV
Ephrata
Egfi —
Effective Buying Income:
$981,563,000
Retail Sales:
$657,655,000
Food Sales:
$140,609,000
Drug Sales:
$22,603,000
Population:
563,875
Families:
172,250
Rich, prosperous and
still growing!
The nation's newest
major market offers
the best TV buy in
the West.
One of the
Markets
WASHINGTON
0\ >:;
• PORTLAND
LEWISTON
IDAHO
CASCADE
BROADCASTING COMPANY
NBC
CBS
ABC
NATIONAL REPRESENTATIVE:
WEED TELEVISION
SEATTLE AND PORTLAND: MOORE AND ASSOCIATES
STATIONS
Goldenson Points up ABC-TV
Growth at WBKB Dedication
IMPROVEMENT of operational facilities
at WBKB (TV) Chicago is "another step"
in ABC-TV's "projected growth" throughout
the country, Leonard H. Goldenson, pres-
ident of American Broadcasting-Paramount
Theatres Inc., stated in connection with
WBKB formal dedication ceremonies in that
city Thursday. (See condensed text of Mr.
Goldenson's remarks, page 116.)
All-day observance of WBKB's new quar-
ters [B«T, May 13] started, unofficially, with
Mr. Goldenson's luncheon address before
the Broadcast Adv. Club of Chicago. It con-
tinued with a tour of the station's facilities,
trade and press reception, dinner for Mr.
Goldenson and other ABC-TV executives.
An employe's party in the evening, featuring
network radio-tv and local talent, wound up
the festivities. Chicago Mayor Richard J.
Daley was a special guest.
The ABC-TV top level contingents present
included, in addition to Mr. Goldenson,
Frank Marx, vice president in charge of
engineering; David B. Wallerstein, president
of Balaban. & Katz Corp.; James G. Riddell.
president of WXYZ-TV Detroit; Robert
Stone, ABC vice president in charge of
WABC-TV New York; Robert Hinckley,
ABC vice president, Washington, D. C;
James Beach, ABC Central Div. vice presi-
dent; Sterling C. Quinlan, vice president in
charge of WBKB; Mathew Vieracker, gen-
eral manager of WBKB, and William Ku-
sack, engineering director of the Chicago
station.
LeMasurier Search Goes On;
Plane Thought Down in Wyoming
AN EXHAUSTIVE HUNT was going on
last week for Dalton LeMasurier, president-
general manager of KDAL-AM-TV Duluth,
and Mrs. LeMasurier. Their two-engine
plane, piloted by Mr. LeMasurier, had
CORRECTION
IN RECOUNTING the history of
ABC's o&o WBKB (TV) Chicago
which dedicated its new facilities last
Thursday [B»T, May 13], B«T incor-
rectly stated that Barney Balaban had
died last month. John Balaban, presi-
dent and co-founder of Balaban &
Katz, original licensee of WBKB, died
April 4. Barney Balaban is president
of Paramount Pictures Inc. The late
John Balaban was a board member of
American Broadcasting-Paramount
Pictures Inc. at the time of his death.
been reported lost May 1 1 somewhere in
Wyoming.
The LeMasuriers were enroute home from
a trip to California and Texas when their
last radio report was heard near Cherokee,
Wyo. The plane was thought at first to be
down in a mountainous area, but search
crews are scouring other parts of the state as
well.
Searchers included college students, cow-
boys and numerous private citizens, on foot,
horseback, in jeeps, automobiles and air-
planes, in addition to the U. S. Air Force,
National Guard, Civil Air Patrol, Wyoming
Dept. of Aeronautics, Highway Patrol and
Forest Rangers. Some 40 planes and heli-
copters were in the air when weather al-
lowed.
Donald LeMasurier of Duluth, elder son
of the LeMasuriers and publisher of a boat-
ing magazine, was in Wyoming participating
in the search. Also in Wyoming were Odin
S. Ramsland, vice president-commercial
manager of KDAL-TV, and Robert A. Dett-
man, vice president-chief engineer.
What was characterized by officials as the
worst weather in Wyoming's history im-
peded the search both on land and in the
CASCADE Broadcasting's new Cessna 182 is minimizing the 40,000 square miles cov-
ered by the firm's radio-tv operation in the Northwest. Charting a hop are Thomas C.
Bostic (r), vice president and general manager of Cascade, and Jack Everhart, formerly
manager of a station in the Yakima, Wash., area who now is combining pilot and
regional sales functions for Cascade. Cascade properties are KIMA-AM-TV Yakima,
KEPR-TV Pasco, KBAS-TV Ephrata, KWIE Kennewick and KWAB (TV) Walla
Walla, Wash., and KLEW-TV Lewiston, Idaho.
Page 84 • May 20, 1957
Broadcasting • Telecasting
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Daylight or Tungsten types for processing by consumer or com-
mercial labs. Available in standard roll lengths. Anscochrome 1 6mm
PNI . . . another great film from ANSCO, A Division of General
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All the fresh quality of your original picture is
there to see and hear on Ansco Type 23 S Color
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middle tones, open shadows, hi-fi sound. Next
time, specify Ansco Type 238!
AllSCO . . . iUe jfUi&U ctwi^lunesit ifau can p<uf, youA tJzdl
Broadcasting • Telecasting
May 20. 1957 • Page 85
STATIONS
EDUCATION
air. A combination of rain, snow, hail and
fog made movement difficult even for horses.
The LeMasuriers had visited their other
son, Ronald, in Pasadena, and their daugh-
ter, Mrs. Stephen Collins, in El Paso, Tex.
When their craft last was heard from they
were flying from Salt Lake City to Rapid
City, S. D., on one leg of the flight from
Pasadena to Duluth.
WINN Announces Cancellation
Of New Agency Incentive Plan
WINN Louisville has withdrawn an offer
made the first of this month to give adver-
tising agencies commissions in excess of
15%, according to the amount of business
placed on the station.
Under the plan, agencies placing $1,000-
$2,000 would have received 17.5% commis-
sion and 20% on more than $2,000. But
now the station says, "Our faces are red —
and what WINN had planned as a friendly
gesture to advertising agencies in Louisville
has turned out to be just the opposite."
Replying to criticism that the plan ap-
peared to be an inducement to agencies to
place more advertising on WINN, the letter
retracting the plan says: "That thought never
entered our minds. The only thought we had
was this — Louisville agencies have placed a
lot of advertising on WINN. WINN, in turn,
has been, and is, producing outstanding re-
sults for agencies and clients. In gratitude
to the agencies, WINN conceived the plan
— and for no other reason.
"We are still gratified. However, we must
withdraw the offer. In the meantime, all of
us at WINN are searching for a new way to
say 'thanks' that will be acceptable to every-
one— and we welcome your ideas." The let-
ter is signed by Glen A. Harmon, vice pres-
ident and general manager of the station.
Stars National Adds 5 Stations
STARS National Inc., New York, announced
last week it has been appointed national
representative for the six radio stations be-
longing to the OK Group (Paglin-Ray sta-
tions). Stars National previously had repre-
sented only KYOK Houston, according to
Bernard Howard, president of the repre-
sentation company, but now also will han-
dle WBOK New Orleans, WLOK Memphis,
WXOK Baton Rouge, KAOK Lake Charles,
La., and KOPY Alice, Tex.
Shields to Manage KFIV
KFIV Modesto, Calif., formerly KMOD,
has named Larry Shields as general man-
ager, effective May 1. Mr. Shields formerly
was sales manager of KFMB-TV San Diego
and XETV (TV) Tijuana, Mexico.
Other new KFIV staffers include: Roger
Roach, formerly with KCBQ San Diego, ac-
count executive, and Gary Dean and Ben-
nett Brownell, announcers.
New WCHS-TV Tower in Use
WCHS-TV Charleston, W. Va., put its new
tower in Putnam County into operation
Wednesday. Effective radiated power from
the 5 kw transmitter is 32 kw.
Five-Point Plan Proposed
For Radio-Tv Journalism
THE Council on Radio and Television
lournalism (an agency of the National Assn.
for Education in lournalism), in an effort to
aid educational planning in colleges offering
courses in radio and tv news, has revised
its original 1945 standards in favor of a
more up-to-date coverage. The council is
offering a five-point plan with principal
changes in the area of tv news. Particular
emphasis is placed upon these points:
1. A general education is the proper basis
for training in broadcast journalism and
should constitute about three-fourths of the
student's total academic program.
2. An understanding of the importance
of broadcasting as a social instrument and
of its relationship to government should be
acquired, including an introduction to re-
search techniques.
3. The newsman-to-be should be thor-
oughly versed in gathering, writing and
editing news for radio and tv. Microphone
techniques and a background in photography
should be included.
4. Only the thoroughly competent should
be employed as teachers.
5. Lab facilities should be more than just
"adequate." A regular wire news service and
studios equipped for both live and closed
circuit broadcasting experience should be
considered basic.
"It isn't our purpose to lay down detailed
requirements for individual courses, nor
for departmental jurisdiction," says Council
Chairman Prof. Harry Heath of Iowa State
College. "About 80 colleges and universities
offer courses in news broadcasting, and their
approaches to this training naturally vary
somewhat. We want our standards to be such
that they can be interpreted intelligently by
qualified teachers to meet their own situa-
tions."
Wisconsin Group Forms
Stereophonic Network
STEREOPHONIC broadcasting has gone
network in Wisconsin and become a prac-
tical reality, according to the Wisconsin
State Radio Council.
Last fall, after an experimental series of
eight programs in Madison, the council
planned the Wisconsin Stereophonic Net-
work, including 10 stations of the Wiscon-
sin State Broadcasting Service (transmitters
carrying non-commercial, educational pro-
grams) and two independent commercial fm
outlets— WWCF Greenfield and WFMR
Glendale.
The network now includes eight fm and
two am (WHA Madison and WLBL Au-
burndale) outlets, with educational programs
and music programmed Sunday-Friday,
7: 15 a.m. -10 p.m. WHA is operated by the
U. of Wisconsin.
The new network is divided into a dual-
channel system. Eight stations of the state
fm network make up the "blue" channel,
available in certain parts of the state; the
two commercial fms (WWCF and WFMR)
joined with the two state ams (WHA and
WLBL) to form the network which carries
the "green" channel. The latter was set up
to achieve still greater state area coverage.
The green channel signal from Madison
is relayed via WHA-TV sound to WWCF,
a high power fm outlet, which serves as key
station for the green channel. All rebroad-
cast signals originate from fm stations and
no am signal is ever rebroadcast, assuring
high quality, according to the council.
WGBH-FM-TV Staff Reorganized
With Gunn as General Manager
A NEW executive nucleus, headed by Gen-
eral Manager Hartford N. Gunn Jr., takes
over the operation of educational stations
WGBH-FM-TV Boston today (Monday).
Mr. Gunn, former assistant general manager,
succeeds Parker Wheatley, who resigned
after 11 years with the Lowell Institute sta-
tions [B«T, May 13].
Three assistant general manager posts
have been created to direct principal divi-
sions of the broadcasting operation. Named
to fill them: Dave Davis for WGBH-TV,
Jack Summerfield for WGBH-FM and Paul
Rader for motion pictures and new program
development.
Other changes in the WGBH-FM-TV line-
up: Robert Larsen, producer-director, has
been appointed program manager of the
stations, and Norman Feather, traffic man-
ager, has been promoted to film manager.
Resigned: Edward G. Sherburne Jr. and
Lawrence Creshkoff, director and assistant
director of programs, respectively.
Emerson Names Advisory Group
To Aid Radio-Tv Curriculum
AN Emerson College Broadcasting Advisory
Committee was formed last week to "coun-
sel, advise, help, and inspire" the Boston in-
stitution's broadcasting curriculum, suggest
collateral activities for its students and ad-
vise on their employment, and expand Em-
erson's physical facilities, which include
WERS-FM Boston.
Among the members of the committee:
Henry Schachte, advertising vice president
of Lever Bros, and a trustee of Emerson
College: Sylvester (Pat) Weaver, independent
program producer and former NBC board
chairman; Jules Dundes, CBS Radio vice
president; W. C. Swartley, Westinghouse
Broadcasting Co. vice president.
G. Wright Briggs Jr., Boston radio-tv di-
rector of BBDO; Sol Taishoff, editor-pub-
lisher of Broadcasting • Telecasting; El-
dridge Peterson, publisher of Printer s Ink;
Herbert L. Krueger, vice president and gen-
eral manager of WTAG Worcester, Mass.
Franklin A. Tooke, general manager of
WBZ-TV Boston; William B. McGrath.
managing director of WHDH Boston:
Thomas Y. Gorman, general manager of
WEEI Boston: Richard Woodies, Henry I.
Christal Co. Inc.. Boston; Philip E. Nutting.
New England advertising manager of Holi-
day magazine, and vice president of the
Advertising Club of Boston; Bruce G. Pat-
tyson of Blair-Tv in Boston; Edgar Kobak,
broadcasting consultant, New York.
Frank S. Christian, vice president and
manager of Kenyon & Eckhardt, Boston;
Paul H. Provandie, president of Hoag and
Provandie, Boston.
Page 86 • May 20, 1957
Broadcasting • Telecasting
INTERNATIONAL
JAPAN LIKES COLOR
JAPANESE and English language
newspapers in Japan have acclaimed
the U. S. Commerce Dept. exhibit in
the current International Trade Fair
in Tokyo, with special accolades to
color television as the outstanding fair
attraction, RCA reported last week.
Word received from official Amer-
ican sources by the RCA International
Division's headquarters in Radio City,
New York, indicated the success of
the million-dollar color tv caravan
sent to Japan by RCA as part of the
U. S. exhibit.
The RCA equipment includes full
color tv studio facilities, two camera
chains, lighting and testing apparatus,
film transmitting facilities and two
fully equipped, especially built mobile
units. It is the first showing of RCA
compatible color tv outside of the
U. S., RCA said.
RFE Gets Clean Bill
From 15-Nation Unit
RADIO FREE EUROPE, which came under
considerable fire here and abroad immedi-
ately following last autumn's fruitless Hun-
garian revolt, has received a vote of con-
fidence from officials representing 15 Euro-
pean nations. In a report last week, member
states of the Council of Europe, meeting in
Strasbourg. France, exonerated RFE from
any duplicity during the abortive Hungarian
uprising and also called for an end to sole
American direction of the organization.
The Conseil de l'Europe — composed of
Great Britain. Denmark, Greece. Iceland.
Turkey, Ireland. France, Italy, West Ger-
many, Austria, Norway, Sweden and the
Benelux countries — likened RFE's work to
that of the BBC during the last war in keep-
ing alive the spirit of eventual freedom in
those countries under the thumb of a totali-
tarian state. It called RFE "one of the most
important centers of documentation in the
field of Soviet affairs" and said the "im-
portance of [its] transmission can hardly be
overrated."
The group analyzed the charges against
RFE and found that the very nature of
RFE's organization — that of an American-
supported broadcasting operation run by
refugees within the boundaries of a national
state — invites criticism. "The political refu-
gees from behind the Iron Curtain," the
council maintains, ""often hold different
political views and this cannot but lead to
criticism of RFE." The criticism of high
salaries paid to RFE's staff, the council
maintains, clearly comes from "those refu-
gees who have to scrape for a living and
are envious of their more fortunate fellow-
refugees in good positions."
Also making RFE's existence more dif-
ficult, the council adds, is the fact RFE
operates on German soil but is not under
jurisdiction of the Bonn government: not
only does this irritate a good segment of
the Bonn government, but also those busi-
nessmen eager to extend German-Soviet
trade, especially with the satellite states;
also offended are the Social Democrats who
strive for eventual German reunification
and see in RFE's activities an obstacle to-
ward that goal. The council's reports state,
"'it almost looks as if internal German polit-
ical conflicts are being fought out on the
beam of Radio Free Europe."
Other aggrieved parties, the council re-
ported, include the neutralists who "see in
RFE broadcasts a provocative element w hich
annoys the Kremlin and disturbs the neutral-
ists' dream of peaceful co-existence and
their illusion of the 'Cold War' being over.
It is RFE which confronts them with the
naked facts and tries to awaken them from
their pleasant dreams. The blame is con-
sequently put on RFE."
The council added: "It is regrettable that
RFE is still entirely financed by the U.S.A."
AF Tvs Open in Germany
THE U. S. Air Force in Europe has opened
two television stations for American service
men in West Germany. They are in Ram-
stein and Spandahlem Air Base in the Eifel
Mountains. About 70,000 men of the 12th
Air Force and their families are reached by
the signals.
1-NVILLI0N PfopiE
c 2-fiJLLI0N IRCO^
TENN
• KNOXVILLE
. m SPARTANBURG
GREENVILLE
COLUMBIA
s. c.
^-COUNTY DATA
Population 2,021,900
Incomes $2,240,153,000.
Retail Sales $1,590,398,000.
Homes 511,900
(Data from SALES MANAGEMENT Survey of Buy-
ing Power May 10, 1957)
IN THE WFBC-TV 4-STATE MARKET
WFBC-TV leads all South Carolina television stations by far*.
Its total 4-state market is comparable with Atlanta, Jackson-
ville, New Orleans or Miami. Within "The Giant's" 100 uv/m
contour! is the South's greatest
textile-industrial area and the fab-
ulous Carolinas mountain play-
ground.
♦According to NCS No. 2
"The Giant of
Southern Skies"
Video-l 00,000 Watts
(FCC Maximum)
Audio-50,000 Watts
Antenna Height— 1204
feet above average
terrain— 2,204 feet
above sea level.
Represented
Nationally by
WEED
Television Corp.
NBC NETWORK
Broadcasting • Telecasting
May 20, 1957 • Page 87
There are all kinds, but in
Los Angeles television the
advertiser who takes the
cake is the one who grabs
the opportunities.
With KTTV, the flexible in-
dependent, the ability to
move quickly is normal,
even innate. That's why
KTTV has time and again
improved its advertisers'
positions in television by
swift, fortuitous moves of
programs into opportune
time periods.
That's why, also, KTTV is
the first— and the last-
place to check before you
decide on TV in Los Angeles.
KTTV's flexibility is the
perfect complement to the
turbulence that is Los
Angeles television.
In Los Angeles television,
be a flexible buyer.
Los Angeles Times-MGM
Television r 1
Represented nationally by BLAIR -TV
Page 88
May 20, 1957
MR. ATKINSON
INTERNATIONAL
Canadian Advertisers Elect
Thomas M. Atkinson President
THOMAS M. ATKINSON, 48, advertising
manager of DuPont of Canada Ltd., Mon-
treal, Que., was elected president of the
Assn. of Canadian
Advertisers at its
42nd annual meet-
ing at Toronto May
6-8. He succeeds
R. R. Mcintosh,
vice president of
General Foods
Ltd., Toronto, Ont.
H. E. Whitehead,
Kimberly - Clark
Products Ltd., To-
ronto, was elected
executive vice pres-
ident. Other Vice
presidents elected were G. C. Clarke, Stand-
ard Brands Ltd., Montreal; J. J. McGill, Im-
perial Tobacco Co., Montreal; E. T. Gater,
Sterling Drugs Ltd., Windsor, Ont.; J. C.
Miller, Ford Motor Co. of Canada, Toronto;
and A. B. Yeates, Prudential Insurance Co.
of America, Toronto, who was also elected
treasurer. B. E. Legate was re-appointed
general manager and secretary with offices
at Toronto.
Schwerin Sets Montreal Tests
For French-Language Tv Fare
TESTING of French-language television
programs and commercials will begin shortly
in Montreal by Schwerin Research Corp. It
is anticipated that the first four sessions, to
be held lune 4-7, will be forerunner of reg-
ular survey schedules in the French-language
region.
Griffin B. Thompson has been appointed
managing director of the Canadian opera-
tion for Schwerin. He formerly was chief of
the research and reports division of the Na-
tional Film Board of Canada.
Among the questions advertisers, agencies
and CBC will have the chance to explore in
the French-language testing are: To what
extent do entertainment appeals to the
French- and English-speaking audiences
differ? Are the same selling themes influen-
tial in both markets, and if not, what are the
explanations for differences? What types of
personalities and presenters are most ac-
ceptable to the two audiences?
To make comparisons possible where de-
sired, there is an opportunity for running
matching English-language tests at regularly
scheduled sessions in Toronto, Schwerin said.
Germany May Shut Down Station
EUROPE NO. ONE, located in the Saar
and one of Europe's strongest commercial
radio stations (400 kw, long wave band), is
likely to be closed by the Bonn Government,
according to an informed source in Bonn.
This is the general impression in the West
German capital after the Bundestag's (Lower
House) Committee for Press, Radio & Film
Affairs discussed the status of the station.
Europe No. One is located near Saarlouis,
not far from the French border. Its license
was granted by the Saar administration when
the area was an independent state. Mean-
while, the Saar has been returned to West
Germany, which has no privately owned
stations. The Bundestag committee doubted
the legality of the station's license and asked
the West German postal authorities for an
opinion on whether the station's license
should be revoked or altered.
West Germany's UFA Enters
Tv Film Field in Surprise Move
UFA, largest West German motion picture
concern, has announced plans to make 12
single television films of 28- and 55-minute
lengths. This is the first move of a German
theatrical film company into the tv field,
reversing the previous attitude of German
film makers who pledged "no single foot
of film for tv" some time ago.
The UFA move caught the German the-
atrical industry by surprise. Because of
UFA's dominating position, remaining in-
dustry in Germany is likely to follow suit,
it was believed.
UFA has established its tv film division
in Templehof, West Berlin. A company
spokesman indicated recently that UFA is
aware of the potential of the American
market and that UFA sooner or later will
try to enter the U. S. with its own product.
The first series of 12 UFA tv films is be-
ing made on a pre-production contract with
all existing German tv stations, which are
likely to use the footage jointly (and pay
for it jointly for lower per-station costs, a
common method in Germany now).
Canadian Tv Production Down
CANADIAN FACTORIES produced 94,-
831 tv receivers in the first three months of
1957, compared with 171,761 in the same
period last year, the Radio-Electronics-Tv
Mfrs. Assn. of Canada, Toronto, reports.
Sales of tv sets in the first three months of
this year totaled 108,478 sets, with 38,721
sets sold in Ontario province, and 28,721
in Quebec province.
Factory production of radio sets in the
first three months of 1957 totaled 140,426
compared to 148,181 for the same period
last year. Sales of radio sets in the first three
months of this year numbered 119,543, of
which 56,067 were sold in Ontario, and
25,558 in Quebec province.
AAP Tells Overseas Plans
A CONTRACT for Australian use of AAP's
Warner Bros, features and Popeye cartoons
is expected soon, Norman Katz, director of
AAP's foreign department, has announced in
New York. Mr. Katz revealed AAP plans
10 set up distribution centers in the Eastern
Hemisphere and to complete a 10-year pact
with a distribution firm to be formed in Latin
America. He said the Popeye cartoon con-
tract with Granada TV and Associated Re-
diffusion for British tv involved a "substan-
tial" amount. Soon to be distributed for tv
and theatres in U. S. and abroad, he added,
are 1,400 Warner Bros, short subjects.
Broadcasting
Telecasting
Canada-U. S. Pact Provides
Tv Shifts in 3 B. C. Cities
IT has been announced by the FCC that
the Canadian-U. S. television agreement has
been amended to change channel assign-
ments in three British Columbia cities.
Ch. 2 went from Vernon to Kelowna,
with ch. 7 added to Vernon, and ch. 13 from
Kelowna to Penticton, which previously was
not allocated a channel. The changes were
made at the request of a Canadian applicant
who wanted to build a mother tv station on
ch. 2 in Kelowna with satellite stations in the
other two cities.
The Canadian government agreed that any
assignment made for these channels would
stipulate that the transmitter site must be at
least 190 miles from any city in the U. S. in
which the same channel is assigned.
CBC Building 6-Story Edifice
THE CBC has a new six-story building under
construction on Sumach Street, north of
Queen Street East, Toronto, which will house
much of the television production depart-
ment under one roof for the first time. The
new building will have 240,000 square feet
of floor space and will house the design de-
partment and 12 rehearsal rooms and
studios.
Much of CBC's tv production at present
is scattered in old buildings, schools and
warehouses throughout downtown Toronto.
The new building on Sumach Street, to be
opened this summer, will eliminate much of
the costly trucking operations between the
various tv production buildings and studios.
A large center to house all CBC tv and ra-
dio production and news services is expected
to be built in the next few years, following
the recently published recommendations of
the Royal Commission on Broadcasting.
Broadcast Industry Measurement
A SURVEY to determine the size of the
Canadian radio and tv broadcasting indus-
try is now being undertaken by the gov-
ernment's Dominion Bureau of Statistics.
The information is being gathered in such
a way that it will be published only as for
the entire industry, not by individual stations
or groups of stations, and all data is being
supplied in confidence for use only in a
total industry set of figures. Such informa-
tion has to date been difficult to obtain in
Canada, and is considered extremely valu-
able in the industry.
Canadian Microwave Extended
CANADA'S microwave television network
was extended on April 28 westward from
Winnipeg to add CKX-TV Brandon, Man.,
and CKCK-TV Regina, Sask. The network
now extends more than half the length of
Canada from Quebec City in east to Regina
in the west, and will be completed coast-to-
coast by early 1958. A regional microwave
network is already in operation on the At-
lantic coast and will be joined to Quebec
City by year-end.
In 1956, TOWER supplied
over one hundred major
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Mid-Continent Broadcasting Co.
Television Station KSAZ
Radio Station KFYR
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Amalgamated Wireless Ltd., Australia
Collins Radio Co.
General Electric
Lenkurt Electric Co.
Motorola, Inc.
Page Communications Engineers, Inc.
Philco Corp.
Radio Corporation of America
Raytheon
Western Electric
American Telephone & Telegraph Co.
Bell Telephone Laboratories
Colorado Interstate Gas Co.
Michigan Bell (SAGE project)
Mid Valley Pipe Line
Ohio Power Co.
Southwestern Bell Telephone Co.
U.S. Air Force
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Broadcasting • Telecasting
May 20, 1957 • Page 89
LOCAL 802'S SURPLUS GROWS
ANNUAL financial report of New
York Local 802, American Federa-
tion of Musicians, shows that at end
of 1956 surplus amounted to $664,-
000 as against $470,000 at end of
1955. Report showed that at end of
1956, approximately $490,000 re-
mained in general fund; $2,400 for
relief fund; $85,000 for live music
fund and $88,000 for strike fund, re-
flecting increases in each group as
compared with 1955.
WHLS
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Page 90 • May 20, 1957
PERSONNEL RELATIONS
LOCAL 47 MULLS
CONVENTION TACK
• Talks in Hollywood bog down
• National session in Denver
A SPECIAL meeting of the Hollywood local
(47) of the American Federation of Musi-
cians, held last Monday to draft instructions
for the local's delegates to AFM's 1957 na-
tional convention, failed to agree on what
these instructions should be. Bogged down
with a welter of more than 20 resolutions,
the meeting referred the lot to the local's
board of clarification and revision. They will
be resubmitted at another membership meet-
ing called for May 27.
Earlier, Eliot H. Daniel, president of Lo-
cal 47, reported on his three-hour appear-
ance before the AFM's International Execu-
tive Board, meeting in Chicago the previous
week. He reported AFM President James C.
Petrillo and the union's other top officials
gave a courteous reception to his presenta-
tion of the views of Hollywood musicians —
that the AFM trust fund policies are not in
the best interests of the musicians employed
by the makers of recordings and films for
television. The union requirement that the
makers of tv films pay an additional 5%
into the Music Performance Trust Fund has
served only to force the use of recorded
music in making these films, making the cost
of live musicians prohibitive, the local con-
tends.
Other Meetings on Tap
His meeting with AFM's top executive
board paved the way for further meetings
at which representatives of Local 47 can
present specific suggestions for policy
changes to the national union, Mr. Eliot re-
ported. The way is open, he said, for the
Hollywood musicians to attain their goal of
abolishing the royalty payments through
negotiations within the union rather than
through the courts. Currently, groups of
Hollywood musicians employed in making
films and recordings, are prosecuting a num-
ber of suits to block payments by employers
into the trust funds and to divert them to the
individual musicians instead.
Long a controversial issue within the
AFM, the trust fund policy argument last
year proved an unsuccessful rebellion in the
Hollywood AFM local.
This year's AFM convention will be held
June 10-14 in Denver.
WGAW Statement Emphasizes
Tv Importance to Writers
GROWING importance of television as a
market for writers is shown in a financial
statement by Writers Guild of America West
for the past year. In dues assessments based
on earnings, tv writers contributed better
than 32% of the WGAW income during
the year ended March 31, 1957, up from
26% the previous year and 17% for the
year ended March 31, 1955. Meanwhile,
the screen writer's contribution has declined
from about 66% to about 53% of the total
guild itself.
The report by Curtis Kenyon, guild treas-
urer, shows that for the latest fiscal year,
ended March 31, 1957, the income of
WGAW's tv writer members totaled $6,814,-
662, nearly $2 million ahead of their $4,-
742,404 total for the preceding year. Income
of radio writers dropped from $765,939 to
$467,227, but the slack was well taken up
by the additional revenue from tv, Mr.
Kenyon noted. Screen writers' income rose
nearly $1 million, from $10,338,431 to
$1 1,151,234.
For the guild itself, total income for the
fiscal year just past was $212,415 compared
with $183,564 the previous year; expenses
rose from $141,016 to $169,522, and the
net was just about the same, $42,893 for
the latest 12-month period to $42,548 for
the previous year.
SEG Elects New Officer Slate
Franklyn Farnum Again President
OFFICERS of the Screen Extras Guild,
Hollywood, have been announced follow-
ing annual elections. President Franklyn
Farnum was unopposed for re-election.
New officers are Jeffrey Sayre, first vice
president; Tex Brodus, second vice presi-
dent; Paul Bradley, third vice president;
Paul Cristo, recording secretary; Kenner G.
Kemp, treasurer; board members: Mr. Brad-
ley, Mr. Brodus. Joe Brooks, Eva Novak,
Lucille House, Murray Pollack, Bill Hick-
man, Eve Gordon, Spencer Chan, Emory
Dennis, Connie Conrad, Max Reid and Roy
Damron.
Donahue Heads Hollywood RTDG;
Installation Set for June 3
JACK DONAHUE, freelance director (The
George Gobel Show), was elected president
of the Hollywood local of the Radio-TV
Directors Guild for the coming year and will
be installed at a general meeting June 3.
Other officers elected are: Robert L. Robb,
ABC, vice president: Miss Maury Orr, ABC-
TV, secretary; Howard Quinn. CBS-TV,
treasurer.
Broadcasting • Telecasting
Papers Served in CBS Suit
Against Electrical Workers
LEGAL papers were served on representa-
tives of the International Brotherhood of
Electrical Workers' Local 1212 in New
York May 10 by CBS Inc.. thus setting into
motion the SI 00.000 suit initiated two days
earlier by the network's move into taking
its grievances to the federal courts [B«T.
April 29. et seq.]. The network seeks to
punish the electricians' union for short cir-
cuiting a planned remote telecast which was
to have been sponsored by a local Pepsi-
Cola bottler on April 21. The next move is
up to Local 1212. It has until May 30 to re-
ply to the network's charges. At that time,
counsel for CBS may be expected to press
for trial.
Hollywood IATSE Local 818
Agrees to Three New CBS Pacts
A SPECIAL membership meeting of Pub-
licists Assn.. Local 818 of IATSE^in Holly-
wood, held Monday, ratified new three-year
contracts negotiated with CBS for staff pub-
licity personnel at Hollywood offices of CBS
Radio and CBS-TV. Terms, retroactive to
Jan. 1 of this year, include a division of
publicists into juniors and seniors, each
group with automatic increases at the end of
the first and second years. Juniors, under the
new contract, will start at SI 10 a week, go
to SI 20 the second year and top scale of
SI 32.50 the third. Senior scale starts at SI 35
and progresses in annual steps to S145 and
SI 62.50. Previous top was SI 15.
NABET Loses Jurisdiction Case
A ROVING radio-tv reporter at WMAL-
AM-TV Washington, Delmar Malkie, is not
a member of the newsroom staff and is not
within jurisdiction of the National Assn. of
Broadcast Employes & Technicians, accord-
ing to a decision by National Labor Rela-
tions Board. NLRB denied NABET's peti-
tion to include Mr. Malkie in the newsroom
bargaining unit, holding he is a broadcaster,
rather than member of the newsroom staff,
spends little time in the newsroom, has no
regular hours and is not under the same
supervision as newsroom employes.
Pickets at WGEE Ruled Illegal
PICKETING of WGEE Indianapolis by the
International Brotherhood of Electrical
Workers during the station's construction in
July 1956 was illegal, the National Labor
Relations Board ruled May 14, affirming a
finding by a trial examiner. NLRB ordered
the union to cease trying to induce em-
ployes of the building contractor to stop
working on the Rollins Broadcasting Inc.
project because the labor group was unable
to get a contract covering employment at
the projected station. WGEE was construct-
ed during the latter part of the year and took
to the air last December.
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May 20,1957 • Page 91
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the Wilkes-Barre-Scranton Area!
* WILK-TV Provides clearer "line-of-
sight" to all important surrounding popula-
tion centers than any other Station in the
area!
* WILK-TV Carries your message from
Reading to New York State — from Lock
Haven-Williamsport Area to New Jersey!
1 MILLION + WATTS
GET THE FACTS!
AWARDS
SDX Makes Radio, Tv Awards
For Public Service, Reporting
BRONZE medallions and plaques were pre-
sented to the winners of the 25th annual
Sigma Delta Chi awards for distinguished
service in journalism Thursday night at the
SDX annual dinner at the Hotel Pierre in
New York.
Sol Taishoff, editor and publisher of B»T
and national president of SDX, made the
presentations. Radio winners were Howard
K. Smith of CBS in London for news writ-
ing, Edward (Johnny) Green of KPHO
Phoenix for reporting, and CBS Radio for
public service in radio journalism. Tv win-
ners were Ernest Leiser and Jerry Schwartz-
kopff of CBS and Julian B. Hoshal and Dick
Hance of KSTP-TV Minneapolis-St. Paul
for reporting (duplicate awards), and KPIX
(TV) San Francisco for public service in
tv journalism [B«T, April 22].
Gen. Curtis E. LeMay, commander-in-
chief of the Strategic Air Command, was
principal speaker at the dinner, which was
sponsored by the New York chapter of
SDX, the Deadline Club. Elmer Walzer of
UP was named president of the Deadline
Club, and Howard Kany of CBS and Allan
Gould of AP were elected vice presidents.
AWARD SHORTS
NBC Radio and Bob Considine awarded
Distinguished Service Citation of U. S. Re-
serve Officers Assn., for their "outstanding
contribution to the national defense interests
of the United States." Award is for broad-
cast by Mr. Considine aired on NBC Radio
last February stressing need to maintain
Strategic Air Command at maximum
strength.
CBS cited at Fourth Annual American Film
Assembly Golden Reels of 1957 Awards for
Report From Africa, produced by Edward
R. Murrow and Fred W. Friendly.
Vernon S. Batton, recently retired manager,
WDAF Kansas City, Mo., received first an-
nual Broadcasting Service Award from U.
of Kansas' radio-tv division for his "constant
search for and devotion to the highest stand-
ards of broadcasting in the public service
and specifically his service to station WDAF
and the Kansas City area 1924-57."
Elon G. Borton, president-general manager,
Advertising Federation of America, awarded
"Medal for Distinguished Service" to jour-
nalism and advertising by U. of Missouri
School of Journalism.
WRCV Philadelphia received special award
from Mental Health Assn. of Southeastern
Pennsylvania on behalf of its weekly The
Psychiatrist.
WBUF (TV) Buffalo, N. Y., received cita-
tion from U. of Mich. Club of Buffalo for
its Marriage series.
WCKR Miami received Florida Governor's
placque for "outstanding service" in promo-
tion of state products and services.
Edward Hitz, NBC vice president in charge
of Central Div. tv network sales, and Harold
Smith, division tv sales promotion director,
honored with meritorious service medallions
from American Heart Assn. for work in
local fund-raising campaign.
General Electric Receiving Tube Dept. and
Transfilm Inc. were presented Golden Reel
Award for GE sales promotion film
"Through the Looking Glass" by Film Coun-
cil of America fortnight ago in N. Y.
Al Frances, WHBC Canton, Ohio, news di-
rector, honored by Canton City Council res-
olution to give him "public acclaim for the
tremendous job he has done in keeping alive
the importance of immunization against
polio." Mr. Frances made daily reports on
problems of mass innoculations.
Chuck Zink, host of WTVJ (TV) Miami's
Popeye Playhouse, presented silver trophy
by Mackle Co. for "devotion to the children
of Dade County."
WQED (TV) Pittsburgh, educational, cited
by Pennsylvania Assn. for Adult Education
for "significant contributions within the
divergent areas of adult education."
James McNamara, KLAC Los Angeles,
awarded plaque from College magazine for
his weekly, Listen, Los Angeles, which was
designated "best West Coast current events
panel show on radio."
WBT and WBTV (TV) Charlotte, N. C,
received certificate of merit for "outstand-
ing public service rendered to the motoring
public" from N. C. State Automobile Assn.
KRNT Des Moines, Iowa received Award
of Merit from State Assn. for Mental Health
for "outstanding and distinguished service
in promoting better mental health in the
state of Iowa."
George F. Hartford, vice president, WTOP-
TV Washington, received gold medal award
from Art Directors Club of Washington for
"encouraging creativity in art and photog-
raphy by the WTOP-TV staff." WTOP-TV
was awarded another gold medal and three
honorable mentions for its newspaper ad-
vertising and its tv slide artwork.
A. James Ebel, manager, KOLN-TV Lin-
"I'd be listening to KRIZ Phoenix,
if you could only fix a radio!"
Page 92 • May 20, 1957
Broadcasting • Telecasting
coin. Neb., honored by Nebraska Wesleyan
U.'s journalism honorary. Gamma Upsilon,
for "forward looking leadership in making
tv a leading news and entertainment medi-
um*' and for "outstanding contribution to
. . . public communications in Nebraska."
KING-TV Seattle, cited by Seattle Adv. &
Sales Club for second consecutive year for
"excellence in advertising." First place
award was for national advertising cam-
paigns under $50,000.
Fred Ban-, WWRL program manager, John
Henry Faulk, WCBS, Harry Novik, WLIB
general manager and Ralph Weil, WOV
general manager, all New York stations, re-
ceived citations for help in finding homes for
Negro children in campaign conducted by
Federation of Protestant Welfare Agencies.
Alexander Kendrick, CBS News correspond-
ent in London, awarded citation from Eng-
lish-speaking Union "for outstanding con-
tribution toward better understanding among
English-speaking peoples in 1956."
Mike Boudreau, account executive, WDRC
Hartford, Conn., wins top award from Hart-
ford Adv. Club for nightly news program.
Phyllis Knight, WHAS-AM-TV Louisville,
was honored with special award from Ken-
tucky Division of the American Cancer So-
ciety, in recognition of work done through
her radio and television programs.
WCAU-TV Philadelphia received certificate
of commendation from Pennsylvania Na-
tional Guard for "patriotic service ren-
dered," with its Parade Party (Sat., 2:30-
4:30 p.m.) in "interest of National Guard
recruitment," which features National
Guard talent exclusively.
WICC-AM-TV Bridgeport, Conn., received
Connecticut State Dental Assn. second an-
nual Horace Hayden Award for "outstand-
ing performance" in public education in
field of dental health.
WTIC Hartford, Conn., received two Merit
awards for "public service by radio station"
from Advertising Club of Hartford; one in
recognition of success of WTIC farm youth
project, other for "outstanding support" of
Gov. Ribicoff's anti-speeding campaign.
WBTV (TV) Charlotte, awarded certificate
for having "top tv news operation in North
and South Carolina" by Radio & Television
News Directors Assn. of Carolinas.
WRCA-AM-TV New York, received special
award from Mayor Robert F. Wagner citing
stations' 200th broadcast of public service
program, Citizen's Union Searchlight.
CBS-TV's You Are There series and See It
Now program titled "The Vice Presidency"
received two of 10 national film awards
given annually by Scholastic Magazine to
"outstanding films" in educational field.
Jerome H. Walker, Rye, N. Y., publisher,
announces first issue of Journalism Awards
Directory, covering listing of eligibility,
dates of entry, identification in 200 contests
in fields of radio-tv, newspapers and maga-
zines. Information obtainable from Mr.
Walker at P. O. Box 434, Rye, N. Y.
LARGEST
OF ANY STATION IN IOWA
AUDIENCE
OR ILLINOIS (outside Chicago)
According to Nielsen ©overage Service, WOC-
TV Leads in ALL Categories: Number of Homes
Reached Monthly, Number Reached Weekly . .
ffl ...
Weekly and Daily upaytime Circulation;
1
Weekly and Daily Nighttime Circulation.
WOC-TV Coverage Data
Population
Families
Retail Sales
Effective buying Income
Source
Number TV Homes
Source
1,568,500
484,800
$1,926,588,000
$2,582,388,000
1956 Survey of Buying Income
(Sales Management)
317,902
Advertising Research
Foundation
WOC-TV -Davenport, Iowa is part of Central Broadcasting Company which also
owns and operates WHO-TV and WHO- Radio-Des Moines
The Quint-Cities Sta-
tion— Davenport and
Bettendorf in Iowa:
Rock Island. Moline
and East Moline in
Illinois.
WOC TV
Channel 6 •Maximum Power • Basic NBC
Col. B. J. Palmer, President
Ernest C. Sanders, Res. Mgr.
Mark Wodlinger, Res. Sales
Manager
PETERS, GRIFFIN,
WOODWARD, INC.
EXCLUSIVE NATIONAL
REPRESENTATIVES
The better equipped stations are dominating the field with
more listeners and more advertisers
m
GATES RADIO COMPANY
Broadcasting
Telecasting
MANUFACTURING ENGINEERS SINCE 1922
QUINCY, ILL., U. S. A.
May 20, 1957
Page 93
J> DAV/S
Never mind the uranium, Charlie,
wait 'til you hear what's happening
at WPTR.
SALES
PROMOTION
freelance
k-7 ALES-PRODUCING, prize-
winning presentations, bro-
chures, ad campaigns, direct
mail, etc.
One TV presentation was de-
scribed as "one of the most force-
ful sells ever seen."
A program presentation was
called, "last word in sell."
Clients include radio and TV
networks, stations, representa-
tives, syndicators, etc.
Retainer or fee basis.
PETER ZAIMPHIR
565 Fifth Avenue, NYC, 17
PROGRAMS & PROMOTIONS
RADIO WEEK SUCCESS CITED, TV WEEK SET
WHILE success stories still were being re-
ported for National Radio Week (May
5-11), the NARTB and Radio-Electronics-
Tv Mfrs. Assn. jointly announced that Na-
tional Television Week has been set for Sept.
8-14. The tv observance previously had been
scheduled for Sept. 22-28 but the earlier
date was adopted to run concurrently with
fall merchandise promotions by set manu-
facturers and dealers. Co-operating with
the two associations are the Television Bu-
reau and National Appliance & Radio-Tv
Dealers Assn. The co-sponsors will start
preliminary planning within a fortnight.
The success stories of stations across the
country in local-angle promotions of radio
week [B»T, May 13] were typified by the
feat of KMOX St. Louis. The station re-
ports it received 419,805 pieces of mail in
seven days during a contest it sponsored
for radio week.
The "popularity contest" drew entries
from 44 states, according to Paul Douglas,
KMOX public relations director. Listeners
were asked to mail a post card to their
favorite personality, and a drawing was held
daily to select a winner from the listening
audience.
Each winner received either a portable or
clock radio, whichever was allotted to the
personality who received the winning card.
The station reports the post office had to call
for reserve shipments of post cards and that
drug stores were "virtually sold out of mail-
ing supplies" as a result of its contest.
The New Jersey Broadcasters Assn.
marked the week by commending Gov.
Robert B. Meyner for "responding to the
people's right to know" with his weekly
radio and tv reports on the state's affairs.
He also was presented with a transistor
radio.
Arizona Gov. Ernest W. McFarland paid
tribute to the radio broadcasting industry
in a proclamation.
KGHL, KBMY, KOYN and KOOK, all
Billings (Mont.) stations, teamed up to invite
businessmen from that area to a cocktail
hour and dinner at a local hotel to celebrate
the special week.
WLW, WSAI, WCKY, WCIN, WCPO
and WKRC cooperated to choose a "Miss
AIMS TO PLEASE
WBKB (TV) Chicago is using its
Ampex video tape recorders to silence
criticism over its failure to carry two
ABC-TV programs. The station's de-
cision not to carry the network's Rock
'n' Roll Revue live May 4 and 11 and
to run in a film instead prompted com-
ment by Chicago Tribune Radio-Tv
Editor Larry Wolters. WBKB then re-
scheduled the shows, reproduced by
Ampex video tape, for May 1 8 and
25. The series features such stars as
Guy Mitchell, Sal Mineo, June Valli,
Edie Adams and Charlie Gracie.
Cincinnati Radio Week" in observance of
the local and national celebration.
WESC-FM Greenville, S. C, sent con-
gratulatory letters to all South Carolina sta-
tions during radio week.
Three greater Boston Mayors, Fred Lamp-
son (Maiden), Phillip J. Crowley (Everett)
and Alfred P. Pompeo (Medford), took
time out to proclaim National Radio Week.
WDON and WASH (FM) Washington
invited Maryland U. radio students to handle
the entire announcing schedule for one day.
The station reports all broadcasts went on
schedule without mishaps.
Weather Bureau Salutes Stations
THE Weather Bureau of the U. S. Dept.
of Commerce took the occasion of National
Radio Week (May 5-11) to salute radio sta-
tions with long records of direct weather-
casts.
A letter from F. W. Reichelderfer,
Weather Bureau chief, to KIRO Seattle,
only far western station in a group of 10
stations with the longest records of coopera-
tion, thanked KIRO for "invaluable co-
operation" since Nov. 12, 1937. Similar
letters went to WMBD Peoria, 111.; WIBW
Topeka, Kan.; KGBX and KWTO, both
Springfield, Mo.; KANS Wichita, Kan.;
WSOC Charlotte. N. C; WWSW Pitts-
burgh. Pa.; KFEQ St. Joseph, Mo., and
WDAF Kansas City.
WBBM-TV Begins Women's Contests
IF Chicago area women are willing to share
their pet hints with others, they may win
themselves a day-long shopping tour with
WBBM-TV's Lee Phillip. The Chicago sta-
tion is sponsoring four two-week contests
in connection with its Shopping With Miss
Lee show. The contests are to cover hints
on traveling, bridal showers, keeping cool in
the summer and hot weather desserts. The
weekly winner will receive a hat as her prize
and at the end of the contests, a grand prize
winner will be selected for the shopping trip.
Students Compete for Scholarships
SIX high school students from the New
York metropolitan area competed for a col-
lege scholarship May 4 on the season's final
program of Junior Town Meeting, WATV
(TV) Newark, 1:30-2:30 p.m. The first ,
prize was $1,000 and the second prize was [
$500, both in college tuition credit. All other
finalists received $100 government bonds.
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Page 94 • May 20, 1957
Broadcasting • Telecasting
In The SCRANTON MARKET
EVERYBODY LOVES A SURE THING
DERBY. CONN., bought out all avail-
abilities on WADS in neighboring An-
sonia last week.
The city and its merchants staged the
"Derby Salutes WADS"' week for two
reasons: (1) Derby merchants were upset
because the station stole all the business
on Washington*s Birthday with its pro-
motion in behalf of Ansonia merchants
and (2) Derby wanted the success story
repeated for itself.
Just one year old this month, WADS
was founded by former CBS news re-
porter-producer Sydney E. Byrnes. The
station is a 500 w daytimer on 600 kc
and serves the Naugatuck valley.
Ansonia merchants earlier this year de-
cided to stay open for business Feb. 22
and WADS went all-out to promote the
event. Ansonia was "mobbed" that day,
merchants and police reported. But in
succeeding on one hand, WADS offended
on another. Derby merchants felt they
"had been taken over."
The Derby Merchants Assn. called
Mr. Byrnes on the carpet. In the dis-
cussion the first anniversary of the sta-
tion came up. The result: Derby mer-
chants asked WADS "to do the same for
us" through a week-long "Salute to
WADS" promotion.
It was held all last week. Here's how-
it turned out:
• WADS broadcast all programs direct
from Main Street, Derby.
• All merchants voted unanimously to
saturate the station individually for one
week beginning on May 13 and ending
May 17.
• The Merchants Assn. voted unani-
mously to saturate with spots on behalf
of all the merchants.
• WADS took billboard posters all
over the valley announcing the anniver-
sary promotion.
• The biggest and oldest department
store in Derby had a display in its win-
dow congratulating WADS and display-
ing pictures of all the staff.
• Full orchestra played live through-
out the afternoon from Derby.
• Souvenirs, prizes, etc. were given
to people interviewed on the air.
• Photographer took pictures of all
people interviewed.
• Pictures given as souvenirs of the
anniversary and autographed by station
personality doing the interviewing.
• Newspaper ads read "Derbv Salutes
WADS."
• Congratulating tapes were aired from
the governor, two senators, two con-
gressmen and one mayor.
• All broadcasting done from a gigan-
tic flat top truck decorated by a local
florist.
• Banners on every merchant's win-
dow for whole week. "WADS — Con-
gratulations— First Anniversary."
Mr. Byrnes now is waiting to hear
from the adjoining cities of Shelton,
Seymour and Oxford.
WBC Train, Terminal Posters
To Sell Commuting Ad Execs
NEW YORK ad men living in Westchester
County, Conn., will have little chance to
avoid exposure to Westinghouse Broadcast-
ing Co.'s latest format promotion because
the firm plans to aim at them coming and
going — commuting, that is. WBC, which
is pushing music-news-service spots, says
it will place over-door end cards in depth
on commuter trains serving both Westches-
ter and the Hudson River Valley through
Transportation Displays Inc., New York.
Possible use of platform posters and "Dio-
rama" displays in Grand Central station and
major New York airports also is being con-
sidered to boost ad executive coverage.
The campaign, whose theme is "There's a
"Howard E. Stark
RADIO and TV***
oTOWVT EL 5-0405
SO EASTT 53th STREET
NEW YORK 22. Y"
SOUND difference on WBC radio." will
support trade publication and direct mail
activities.
The schedule was worked out among
David E. Partridge, WBC national adver-
tising and sales promotion manager: Philip
Everest, vice president of TDI; and Ketch-
urn. MacLeod & Grove Inc., WBC's agency.
'Cisco Kid' Boosts Milk Sales
THE Leatherwood Co. (Leatherwood ho-
mogenized milk), Bluefield, W. Va., sponsor
of Ziv Tv programs' Cisco Kid series on
WHIS-TV Bluefield, credited a promotion
held on behalf of the series with helping to
sell 15,000 cartons of milk in a two-day
period. This was described as a 500% in-
crease in sales over the average weekend. To
introduce its new half-gallon carton, which
features photos of the title character of the
series and his companion, Pancho, Leather-
wood attached a Cisco Kid tumbler to each
package for two days and promoted the
offer on the station and in newspapers.
W. S. Brank, general sales manager of
Leatherwood, said he was "extremely grat-
ified'' about the community's response to
the series and attributed "direct long-range
sales gains to this fine show."
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
. . . November, 1956
li
W A B C D E all
£ OTHERS
J For 27 years, Scranton't fop
salesman, Bill Pierce dom-
inates the audience in eight
^m Pennsylvania counties served
by WEJL.
&S&MEEKER
BROADCAST MUSIC, INC.
/589 FIFTH AVE., NEW YORK 17, N.Y.
AtW YORK - CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
Broadcasting • Telecasting
May 20, 1957 • Page 95
PROGRAMS & PROMOTIONS
WFSL-TV Philadelphia viewers now are able to see the weather recorded on instru-
ments as it is reported by Francis Davis, weatherman. The station is using a group
of five meters in the studio as well as rooftop instruments which indicate wind
velocity, direction, relative humidity, barometric pressure and temperature. Shown
viewing the instrument panel are (1 to r) George A. Koehler, WFIL-TV manager;
Mr. Davis; E. A. Skinner, public relations manager of Pennsylvania Bell Telephone
Co. (sponsor), and Edmund H. Rogers, Gray & Rogers, agency for Bell.
If You Can't Beat 'Em, Join 'Em
WDGY Minneapolis reports its mosquito
campaign [B»T, April 29] is netting results.
Mayor Eric G. Hoyer held a special meet-
ing of officials from that area to discuss the
possibility of starting a co-operative, "all out
war" on the pests. The station did an about-
face in dealing with the insect problem. Its
reasoning: "If you can't beat 'em, join 'em."
It conducted an "Honor the Unknown Mos-
quito of Minnesota" campaign and several
contests to call attention to the state's prob-
lem. WDGY plans to continue urging mos-
quito control in the future through frequent
on-the-air announcements by the station's
personalities.
WCBS Expands 'New York'
WCBS New York's feature This Is New
York will be expanded to full one-hour
nightly program, featuring lim McKay as
host and Dave Dugan as the roving reporter,
effective May 13, 10-11 p.m. EDT. Mr.
McKay and Mr. Dugan will travel in and
around New York City recording stories
dealing with various aspects of life in the
city.
KDAL-AM-TV Plugs Market
KDAL-AM-TV Duluth, Minn., has in-
stituted a promotional campaign designed to
interest agencies in New York, Chicago,
Minneapolis and Milwaukee with the latest
marketing information about the stations.
Agency personnel have been sent cards which
ask them to call a certain telephone number.
When the number is dialed, the callers hear
a brief talk from John Grandy, sales man-
ager of the stations. He gives them pertinent
data, then asks agency employes to send him
a card with their name. The winning card
holder (after a drawing) will be entitled to
a two-week, all-expenses-paid vacation at
Lake Burnside in northwest Minnesota.
BROADCAST TUBES are always in stock at ALLIED
Refer to your complete
ALLIED Buying Guide
for station equipment
and supplies. Get
what you want when
you want it. Ask to
be put on our
"Broadcast Bulletin"
mailing list.
IMMEDIATE DELIVERY ON
RCA 8D21
allied is the world's
largest supplier of power
and special-purpose tubes
for broadcast station use.
Look to us for immediate,
expert shipment from the
world's largest stocks.
Rallied radio
100 N. Western Ave.
Chicago 80
Phone: HAymarket 1-6800
Series Studies Illinois Towns
SERIES of filmed studies of small Illinois
towns is being inaugurated by WBKB (TV)
Chicago with local merchants being offered
participating sponsorship. Titled This Is Our
Town, the show is produced by The Carson
Co., New York. Program touches on the
downtown shopping district, churches,
schools, community centers, parks, farms,
civic departments and inhabitants of each
town, with emphasis on the average routine
daily life of the community. Cicero was fea-
tured on the first two telecasts and others to
follow include Crystal Lake, St. Charles and
Elgin.
Ull man Offers 'Melody Mileage'
A new radio program, Melody Mileage is
being offered to stations by Richard H, Ull-
man Inc. A speedometer reading is broad-
cast frequently during the peak traffic hours
during a disc jockey show and if the mileage
figures match a driver's speedometer, he
wins 10 gallons of gasoline. The company
reports it already has sold the program to
26 stations.
WARL Debuts Activities Show
WARL Arlington, Va., was scheduled to
premiere This Week in Washington yesterday
(Sunday). The show, a weekly feature, tells
what's playing at the legitimate theatres, the
motion pictures around town and what
sports events are available for the week.
WPDQ Showboat Shoves Off
WPDQ lacksonville says it now can cover
all news events that float, and report them
on daily broadcasts.
Last month the station took to the water
on a decorated barge called the "WPDQ
Showboat" and cruised up and down the St.
John River broadcasting for more than six
hours a day for almost a week.
Programs included factual information
about the river's importance to the port of
Jacksonville, water safety and marine cour-
tesy for pleasure boats. Final docking cere-
monies were climaxed with a beauty-person-
ality contest.
ALLEN CHEVROLET Co.. Kansas City,
observes its 25th anniversary of ad-
vertising on WHB Kansas City by
signing still another annual contract.
Standing (1 to r) are Dick Harris,
WHB salesman; Bill Allen Jr., Allen
Chevrolet; and George W. Armstrong,
WHB general manager.
Page 96 • May 20, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
May 9 through May 15
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through May 15
Appls. In
On
P°nri- Hear-
Air
Licensed Cps
ing ing
Am 3.024
3,010 242
364 145
Fm 540
520 49
54 0
FCC Com
mercial Station
Authorizations
As
of February 28,
1957 *
Tv Summary through May 15
Total Operating Stations in U. S.:
Commercial
N'oncomm. Education
Vhf
386
18
Uhf
Total
4T5i
232
Grants since July 7 7, 7952;
applications
Am
Fm
Tv
Licensed (all on air)
3.000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New stations requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
Licenses deleted in February
900
112
353
0
0
Cps deleted in February
0
0
1
(When FCC began processin
after tv freeze)
Commercial
N'oncomm. Educational
Vhf
351
Uhf
324
21
Total
67 5*
48=
Applications filed since April 7 4, 7 952:
(When FCC began processing applications
after tv freeze)
♦Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial 1.084
337
846
578
1,424s
N'oncomm. Educ. 66
37
28
65*
Total 1.149
337
884
607
1.4915
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
* Includes 44 already granted.
5 Includes 718 already granted.
New Tv Stations
APPLICATIONS
Houma. La. — St. Anthony Television Corp. vhi
ch. 11 (198-204 mc); ERP 316 kw vis., 165 lew aur.;
ant. height above average terrain 1,000 ft., above
ground 1058 ft. Estimated construction cost S441,-
810. first year operating cost S348.600 revenue
5452,000. P. O. address Box 70, Houma. Studio lo-
cation Houma. Transmitter location Terrebonne
Countv. Geographic coordinates 29° 41' 41" N.
Lat., 90= 49' 09" W. Long. Trans, ant. RCA. Legal
counsel Howard J. Schellenberg. Washington,
D. C. Consulting engineer Lohrnes & Culver,
Washington. D. C. Principals include Frank Con-
well (29.50^). radio-tv consultant. Dr. S. Clark
Collins (14.80^) physician, and C. R. Patterson
Jr. (19.70^), trucking and chemical interests.
Announced May 13.
Translators
ACTIONS
Lone Pine Television Inc., Lone Pine, Calif. —
Granted cp for new translator tv station on ch.
80 to translate programs of KRCA (TV), ch. 4,
Los Angeles.
Lemhi Television Corp., Salmon, Idaho — Grant-
ed cps for two new translator tv stations, on ch.
70 and ch. 73, both to translate programs of KID-
TV ch. 3, Idaho Falls.
White Pine Bcstg. Co., Ely, Nev. — Granted cp
for new translator tv station on ch. 70 to trans-
late programs of KSL-TV, ch. 5, Salt Lake Citv,
Utah.
Springfield Tele. Bcstg. Corp.. Claremont, N. H.
— Granted cp for new translator tv station on
ch. 79 to translate programs of WRLP-TV, ch. 58,
Greenfield. Mass.
California-Oregon Tele. Inc., Cave Junction,
Ore. — Granted cp for new translator tv station
on ch. 70 to translate programs of KBES-TV,
ch. 5, Medford.
Redmond Junior Chamber of Commerce, Red-
mond. Ore. — Granted cp for new translator te-
station on ch. 83 to translate programs of KLOR
(TV), ch. 12, Portland, Ore.
Translator T.V. Bcstg. Coop., Inc., Rock Springs.
Wyo. — Granted cp for new translator tv station
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
EASTERN
NORTH
ATLANTIC
$59,000
All new equip-
ment and real es-
tate. Exclusive
market. 29%
down-payment.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
RADIO • TELEVISION • NEWSPAPER
MIDWEST
REGIONAL
FULLTIME
570,000
Excellent real es-
tate, diversified
market, and good
earnings. Terms.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
STATION
WANTED
S900,000
We have a buyer
to invest in top
station in Ala-
bama, Georgia,
Florida or the
Carolinas.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
CENTRAL
TEXAS
$70,000
$29,000 down,
balance over six
years. Tops for
owner - manager.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
CALIFORNIA
NETWORK
$125,000
Substantial mar-
ket with growing
agricultural and
industrial econ-
omy. S50,000
down.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
May 20, 1957 • Page 97
FOR THE RECORD
on ch. 78 to translate programs of KSL-TV, ch.
5, Salt Lake City, Utah.
New Am Stations
ACTIONS
Auburn, Calif. — Placer Broadcasters, Granted
950 kc, 500 w DA-D. Post office address P. O. Box
941, Modesto, Calif. Estimated construction cost
$27,750, first year operating cost $40,000, revenue
$48,000. Principals are equal partners Donnelly C.
Reeves, general manager and stockholder of
KMOD Modesto; A. Judson Sturtevant Jr., stock-
holder of KMOD, and John E. Griffin, attorney.
Announced May 15.
Lakeland, Fla. — Polk Radio Inc., Granted 1330
kc, 1 kw D. Post office address Kentucky Bldg.,
Lakeland. Estimated construction cost $17,000,
first year operating cost $40,000, revenue $60,000.
Principals include Pres. W. H. Martin (96.6%),
52% owner WMEN Tallahassee, Fla., and Annie
Lou Martin (1.6%) (Mr. Martin's sister), 2%
owner WMEN. Announced May 15.
Rochester, Minn. — Rochester Bcstg. Co., Granted
1270 kc, 500 w day. Post office address 158 North
White Bear Ave., St. Paul, Minn. Estimated con-
struction cost $24,187, first year operating cost
$85,000, revenue $100,000. Principals are Victor J.
Tedesco (50%), minority stockholder WCOW St.
Paul, and majority stockholder of WKLJ Sparta,
Wis. Nicholas Tedesco (50%) is also minority
stockholder WCOW and is minority stockholder
and officer of WKLJ. Announced May 15.
Falls City, Neb.— Craig Siegfried, Granted 1230
kc, 100 w unl. Post office address 310 N. Osage
Ave., Independence, Mo. Estimated construction
cost $15,863.82, first year operating cost $26,000,
revenue $36,000. Mr. Siegfried owns KIMO Inde-
pendence. Announced May 15.
APPLICATIONS
Boulder, Colo. — Kenneth G. and Misha S.
Prather 1360 kc, 1 kw D. P. O. address 2510 E.
9th, Casper, Wyo. Estimated construction cost
$15,690, first year operating cost $38,000, revenue
$45,000. Kenneth, employe KATI Casper, and
Misha, school teacher, will be equal partners.
Announced May 14.
Easton, Md.— Eastern Shore Bcstg. Co. 1590 kc,
500 w. D. P. O. address 414 French St., Wilming-
ton, Del. Estimated construction cost $11,691,
first year operating cost $48,000, revenue $55,000.
G. R. Chambers, owner WDVM Pocomoke City,
Md., will be sole owner. Announced May 15.
Lucedale, Miss.— Tri-County Bcstrs. Inc., 900
kc, 1 kw D. P. O. address % Wm. R. Guest Jr.,
WPMP, Pascagoula, Miss. Estimated construction
cost $13,150, first year operating cost $30,000,
revenue $36,000. Crest Bcstg. Co. will own 72.36%.
Announced May 15.
Winona, Miss. — Southern Electronics Co. 1570
kc, 1 kw D. P. O. address Box 826, Columbus,
Miss. Estimated construction cost $6,600, first
year operating cost $25,000, revenue $30,000
Equal partners are Bob McRaney, owner WROB
West Point, Miss., and Bob Evans, manager
WELO Tupelo, Miss. Announced May 14
Albany, N. Y.— Gerald R. McGuire 1300 kc, 1 kw
D P. O. address 4 Cherry Tree Rd., Albany.
Estimated construction cost $16,332, first year
operating cost $43,000, revenue $55,000. Mr. Mc-
Guire, former employe Hudson Bcstg.. Co., will
be sole owner. Announced May 14.
Ownership Changes . . .
ACTION
WJQS Jackson, Miss. — Granted assignment of
license from Milner Enterprises Inc. to Dumas
Milner Bcstg. Co. for $75,000. Both companies
MAS
The Next 1 0 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Colorcasting cancelled for summer.
NBC-TV
May 20-24, 27-29 (1:30-2:30 p.m.)
Club 60, participating sponsors.
May 20-24, 27-29 (3-4 p.m.) Matinee
Theatre, participating sponsors.
May 20 (8-8:30 p.m.) Adventures of
Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan, Stauffer, Colwell &
Bayles.
May 20 (9-10 p.m.) Washington
Square, Helene Curtis through Earle
Ludgin and Royal-McBee Corp.
through Young & Rubicam.
May 21, 28 (8-8:30 p.m.) Arthur
Murray Party, Speidel through Nor-
man, Craig & Kummel and Purex
through Edward H. Weiss & Co.
May 22, 24 (7:30-7:45 p.m.) Xavier
Cugat Show, sustaining.
May 22, 29 (8-8:30 p.m.) Masquerade
Party, participating sponsors.
May 22, 29 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
May 23 (10-11 p.m.) Lux Video
Theatre, Lever Bros, through J. Walter
Thompson Co.
May 24 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
May 25 (8-9 p.m.) Perry Como Show,
participating sponsors.
May 26 (9-10 p.m.) Goodyear Play-
house, Goodyear Tire & Rubber
through Young & Rubicam.
May 27 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham, Louis &
Brorby and Mennen Co. through Grey
Adv.
May 27 (8-9:30 p.m.) Producers'
Showcase, RCA and Whirlpool
through Kenyon & Eckhardt and John
Hancock Mutual Life Insurance Co.
through McCann-Erickson.
owned by Dumas Milner. Announced May 15.
APPLICATIONS
WKYB-AM-FM Paducah, Ky. — Seeks assign-
ment of license from WKYB Die. to The Barring-
ton Co. of Kentucky for $150,000. Aubrey D. Reid,
pres-gen. mgr. WEW St. Louis, Mo., will be sole
owner. Announced May 14.
KLFY Lafayette, La. — Seeks assignment of li-
cense from Camellia Bcstg. Co. to Pelican Bcstg.
Co. for $140,000. Howard T. Tellepsen (50%),
Wright Morrow (22.5%) and John P. Goodwin
are all stockholders in KTRK-TV Houston, Tex.
Announced May 13.
KENO Las Vegas, Nev. — Seeks transfer of con-
trol of licenses corporation from Nevada Bcstg.
Co. to Howard F. Andersen, Frederick Von Hofen,
Gordon B. Sherwood Jr. and C. E. McLaughlin
for $65,000. Mr. Andersen, advertising interests,
Mr. Von Hofen. manager KING Seattle, Wash.,
Mr. Sherwood, publisher, and Mr. McLaughlin,
accounting interests, will be equal partners. An-
nounced May 13.
KWYK Farmington, N. M — Seeks assignment
of license from Herman A. Cecil to Basin Bcstg.
Co. for $4,200. Equal partners are Edwin E. Mer-
riman, 50% KOTS Deming and ZZ\'3% KOBE Las
Cruces, both N. M., Jimmie D. Gober, 33%%
KOBE and Robert W. Tobcy, 50% KOTS and
33V3% KOBE. Announced May 15.
KUGN Eugene, Ore.— Seeks relinquishment of
control of licensee corporation by C. O. Fisher
through gift (32%) to his sister Jane Fisher, the
Fishers also own KBZY Salem, KUMA Pendleton,
both Ore. Announced May 15.
KNIT Abilene, Tex. — Seeks assignment of li-
cense from Howard Barrett and Robert H. Nash
to Key City Bcstrs. Die. for $25,000. New partner
will be John Mingus and R. Frank Junell. Mr.
Junell, 75% KEDY-TV Big Spring, Tex., and Mr.
Mingus. manager KPAT Pampa, Tex. become
equal partners with Messrs. Nash and Barrett.
Announced May 14.
KRWS Post, Tex.— Seeks assignment of license
from KRWS Bcstrs. to Wallace Simpson for $1,000.
Mr. Simpson, present 75% owner, will be sole
owner. Announced May 15.
Other Actions .
Western
Major Market
S73JMHKOO
Excellent daytime facility
covering an outstanding west-
ern major market. $30,000
down, balance payable over
five years.
NEGOTIATIONS • FINANCING • APPRAISALS
Pennsylvania
$609000.00
Single station market. Ex-
cellent buy for aggressive own-
er-operator. $18,000 cash will
handle.
mpanij
s' »
Page 98
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
May 20, 1957
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
Jackson 5-1576
BROADCAST ACTIONS
By the Commission
KTVI (TV) St. Louis, Mo.— Extended special
temporary authority to operate on ch. 2 until
Feb. 1. 1959. or until final decision is rendered by
Commission in comparative hearing to be held
on applications for ch. 2, St. Louis, whichever is
earlier. The Com. Mack abstained from voting.
FCC denied petition by WHP-TV Harrisburg,
Pa., for preliminary order staying or setting
aside May 2 grant of special temporary authority
to Lebanon Television Corp. for operation of
WLBR-TV Lebanon, Pa. Com. Doerfer absent.
The Commission granted protest and petition
for reconsideration filed by WNOK-TV Columbia,
S. C, to extent of designating for hearing appli-
cation of Georgia-Carolina Bcstg. Co. for change
in transmitter site of WJBF (TV) Augusta, Ga.,
to a point near Beech Island, S. C, about 10
miles southeast of present site, increase ant.
height from 610 to 1370 ft., and make changes in
ant. system but denied request for stay of March
20 grant of WJBF application. Com. Doerfer ab-
sent.
The Commission granted petition by WNET
Providence, R. I., to withdraw its exceptions and
motion for remand, dismissed same, and adopted,
with language change, an initial decision and af-
firmed grant of applications of Cherry & Webb
Bstg. Co. for new tv station WPRO-TV to oper-
ate on ch. 12 in Providence, R. I., and for special
temporary authority; terminated proceeding in
Docket 8737. Commissioner Bartley abstained
from voting.
The Commission made effective immediately
a supplemental initial decision, as modified, and
granted application of Community Bcstg. Service
Inc., for renewal of license of station WWBZ
Vineland, N. J.
The Commission granted petition by its Broad-
Broadc asting
Telecasting
PROFESSIONAL CARDS
ANSKY & BAILEY INC.
utive Offices
i De Sales St., N. W. ME. 8-5411
es and Laboratories
1339 Wisconsin Ave., N. W.
'rington, D. C. ADams 4-2414
Member AFCCE *
r mercial Radio Equip. Co.
verett L. Dillard, Gen. Mgr.
NATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
—Established 1926—
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-01 1 1
Washington 4, D. C.
Member AFCCE *
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
USSELL P. MAY
I4th St., N. W. Sheraton Bldg.
Kington 5, D. C. REpublic 7-3984
Member AFCCE *
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
k. EARL CULLUM, JR.
ONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
LYNNE C SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
O. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
'-ommunications-Electronics
3 Eye St., N.W., Washington, D. C.
t:utive 3-1230 Executive 3-5851
Member AFCCE*
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE *
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
OHN B. HEFFELFINGER
-
1 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
6 S. Kearney Skyline 6-1603
Denver 22, Colorado
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
s
ERVICE D
IRECTQR Y
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
D. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS — Specialists in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants."
Norwood J. Patterson, Owner
1711 Market Street, San Francisco, Calif.
MArket 1-8171
^^^^^^^^^^
Broadcasting • Telecasting
May 20, 1957 • Page 99
FOR THE RECORD
SAYS HAKSY MAGlt Of WHIM:
"Stainless Solved
Our Problem . . .
of erecting
four 500-ft.
towers on
most-irreg-
ular terrain.
It was a joint
engineering
achievement
between our
Chief Engineer,
ANTHONY F. HOGG
and Stainless"
CALL ON
STAINLESS
EXPERIENCE
TO SOLVE
YOUR
HARRY MAGEE
PROBLEMS
ANTHONY HOGG
less, trie*
NORTH WALES • PENNSYLVANIA
cast Bureau for extension of time from May 15
to May 22 to file memorandum briefs in proceed-
ing on application of The Spartan Radiocasting
Co. for mod. of WSPA-TV Spartanburg, S. C.
By Hearing Examiner Millard F. French
WBEL Beloit, Wis. — Granted motion to cancel
prehearing conference scheduled for May 7 and
for continuance of hearing on its am application
from May 15 to May 21; exchange of exhibits
shall be made on May 14.
By Hearing Examiner Annie Neal Huntting
Upon agreement of all parties in proceeding
on applications of Palm Springs Translator Sta-
tions Inc., Palm Springs, Calif., for cps for new
tv translator stations, ordered that prehearing
conference is rescheduled for May 17 and hear-
ing, now scheduled for May 15, is continued with-
out date.
PETITIONS
KNUJ New Ulm, Minn. — Petition requesting
amendment of sec. 3.606 by the issuance of notice
of proposed rule making so as to delete ch. 12
from Brainerd, Minn., and assign same to Man-
kato, Minn.
WNDU-TV South Bend, Ind.— Petition request-
ing amendment of sec. 3.606 so as to substitute
ch. 75 for ch. 16 presently allocated to Aurora,
111., and to add ch. 16 to South Bend.
PETITIONS DENIED OR DISMISSED
WTVI-TV Fort Pierce, Fla. — Petition to amend
sec. 3.606 (b), rules governing television broad-
cast stations (Fort Pierce, Fla., Tampa-St. Peters-
burg, Fla.) so as to reallocate vhf ch. 3 to Fort
Pierce from Tampa-St. Petersburg, Fla., reserved
for educational use. It is further requested that
order to show cause why construction permit
for WTVI Fort Pierce should not be modified to
specify ch. 3, be issued to petitioner. Denied by
memorandum opinion and order April 17.
Cape Girardeau Television Co., Cape Girardeau,
Mo. — Petition to amend sec 3.606 by instituting
rule making so as to add ch. 2 to Cape Girardeau.
Denied by memorandum opinion and order
April 24.
Heanng Cases . . .
INITIAL DECISIONS
Slaton, Tex. — Hearing Examiner Hugh B.
Hutchison issued initial decision looking toward
grant of application of Star of the Plains Bcstg.
Co. for new am station on 1050 kc, 250 w, D, in
Slaton, and denial of application of Plainview
Radio for a new am station on same frequency
with 1 kw, D, DA. in Plainview, Tex.
COMMISSION INSTRUCTIONS
The Commission on May 15 directed prepara-
tion of a document looking toward grant of ap-
plication of San Francisco-Oakland Television
Inc., for new tv station to operate on ch. 2 in
Oakland. Calif., and denial of competing applica-
tions of Channel Two Inc., and Television East
Bay.
Routine Roundup . . .
BROADCAST ACTIONS
Broadcast Bureau
Actions of May 10
Following granted licenses for tv stations:
KVEC-TV San Luis Obispo, Calif.; WGEM-TV
Quincy, 111.; WAPA-TV San Juan, P. R.; KGW-
TV Portland, Ore.; WHIZ-TV Zanesville, Ohio;
WLOS-TV Ashevillc, N. C; WWTV (TV) Cadil-
lac, Mich.; WJHL-TV Johnson City, Tenn.
WTVN-TV Columbus, Ohio — Granted license
covering changes facilities of tv station.
KPTV Portland, Ore. — Granted license covering
changes facilities of tv station.
KXLF-TV Butte, Mont. — Granted license cov-
ering cp for changes facilities of tv station.
WRFC Athens, Ga. — Granted license covering
increase D power from 1 kw to 5 kw and install
new trans.
KAMD — Camden, Ark. — Granted license cover-
ing change frequency, increase power and install
new trans. DA-N; change ant. -trans, location
and operate trans, by remote control while em-
ploying non-DA; conditions.
KFOX Long Beach, Calif. — Granted cp to
change ant. -trans, location; make changes in ant.
(increase height) and ground svstem and operate
trans, by remote control; conditions.
KFJZ Fort Worth, Tex. — Granted cp to change
ant. -trans, location.
WTTW (TV) Chicago, 111. — Granted mod. of cp
to change ERP to vis. 275 kw, aur. 141 kw, ant.
590 ft., change type trans, and specify studio
location.
KPLC-TV Lake Charles, La. — Granted mod. of
cp to change type ant.-trans.
WBUZ Fredonia, N. Y. — Granted mod. of cp to
change trans, location; type trans., and specify
studio location and remote control point.
KHSL-TV Chico, Calif. — Granted extension of
completion date to 7-15-57.
Actions of May 9
WRVK Mount Vernon, Ky. — Granted license
for am.
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 5
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y., ch. 7
(9-24-56); Biloxi, Miss., ch. 13 (12-18-56);
San Francisco-Oakland, Calif., ch. 2 (3-11-
57).
AWAITING ORAL ARGUMENT: 6
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57); McKeesport-Pitts-
burgh, Pa., ch. 4 (4-10-57).
IN HEARING: 5
Cheboygan, Mich., ch. 4; Mayaguez. P. R.,
ch. 3; Lubbock, Tex., ch. 5; Sioux Falls, S.
D., ch. 13; Ponce P. R., ch. 7.
IN COURT: 3
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth, Va., ch.
10; Miami, ch. 10.
WFSC Franklin, N. C. — Granted license for am.
KNLR North Little Rock, Ark. — Granted license
for am.
WFCR Fairfax, Va. — Granted license covering
change in studio and ant.-trans. location, increase
power, install new trans, and make changes in
ant. system.
WAAM Baltimore, Md. — Granted extension of
completion date to 12-5-57.
KTVC Ensign, Kan. — Granted extension of
completion date to 10-1-57.
Actions of May 8
WCHK Canton, Ga, — Granted license for am
station.
WBCA Bay Minette, Ala. — Granted license for I
am station.
WMPL Hancock, Mich. — Granted license for
am station.
KCOB Newton, Iowa — Granted license cover-
ing increase power to 1 kw, change from em-
ploying directional ant. to non-directional using
SW tower of present directional array (DA-D to
non-DA) and installation new trans.
WCME Brunswick, Me. — Granted license cover-
ing change power, install new trans, and make
changes in ant. system.
WRTA Altoona, Pa. — Granted license covering
change in ant.-trans. location and change ant.
system.
WANA Anniston, Ala. — Granted license to cover
cp as modified to change ant-trans, and studio
location, make changes in ant. system.
WCHF Chippewa Falls, Wis. — Granted license
covering increase power and install new trans.
WFMQ, WFMX, WTMH Hartford, Conn., New
York, N. Y. and Providence, R. I. — Granted mod.
of licenses and cps to change name to Concert
Network, Inc.
The following were granted extensions of com-
pletion dates as shown: KGU Honolulu, Hawaii
to 5-30-57, condition; WJAR Morgantown, W. Va.
to 8-3-57. conditions; KRBI St. Peter. Minn, to
7-7-57. conditions.
Actions of May 7
WDAK-TV, KIM-72, KC-8138 Columbus, Ga.—
Granted assignment of licenses to Martin The-
atres of Georgia, Inc. (BALCT-46, BALTS-19,
BALTP-29).
WSB-FM Atlanta, Ga.— Granted cp to change
ERP to 48 kw, ant. height to 770 ft., and change
ant. system.
The following were granted extensions of com-
pletion dates as shown: KATT, Pittsburg, Calif,
to 5-31-57, conditions; WTVS (TV) Detroit, Mich,
to 8-30-57; WCBC-TV Anderson, Ind. to 11-28-57;
WWEZ-TV New Orleans, La. to 11-26-57; WTAP
Parkersburg, W. Va. to 9-1-57; WFRV-TV Green
Bay, Wis. to 8-31.57
Page 100
May 20. 1957
Actions of May 6
KOSI Aurora, Colo. — Granted license covering
continues on page 106
Broadcasting • Telecasting
-J
Ml
CLASSIFIED ADVERTISEMENTS
RADIO
RADIO
RADIO
Help Wanted
Management
Growing eastern chain needs assistant managers
immediately. Prefer someone who is presently a
chief announcer, program director or salesman
with announcing background. All applicants
must be married, must have car, must be willing
to locate permanently in a growing organization.
Excellent salary and bonus arrangement. Promo-
tion to manager assured eventually. Send tape,
resume and photo to Box 590G, B»T.
General manager wanted for metropolitan mar-
ket. Must have sound sales experience in smaller
market. Ambitious for advancement. Write Box
761G. B-T.
Sales
Northeastern Ohio, substantial market. Unusual
opportunity for a young experienced salesman
to take over protected and lucrative account
list. Should earn $9,000 first year. Top guarantee
and draw. Assured future for the right man.
Send complete resume and references. Box 485G,
B«T.
Young man, experienced and dependable. Great
opportunity in southwest's ideal climate. Salary
and commissions. Box 653G, B-T.
Salesman who is interested in top money, work-
ing for number one station in market. Northwest
Florida. Box 733G. B-T.
If you are between 25 and 30 with a year's sales
experience. We have an unusual opportunity to
insure your present and future. Unique chance.
Write Box 735G, B-T.
Sales manager for growing local news and popu-
lar music 1000 watt independent. Guarantee and
commission. KGEN, Tulare, California.
Salesman wanted for WALY. music and news in
Herkimer-Ilion, New York. $90 week salary or
15% whichever is greater. Must have proven
record of sales. Contact Mr. Adelman at Palmer
House Hotel, Herkimer, New York, or Mr. Whit-
mire at WLLY, Broad Grace Arcade, Richmond,
Virginia.
Excellent opportunity for two real radio salesmen
for a 1000 watt station in Taylorville, Illinois. Two
of our men have been transferred to our 5kw
operation in Miami, Florida. Organization has
east coast 50,000 watt and midwest tv pending
FCC action. $100.00 salary per week plus 5%
commission. Send replies to Roger Moyer. WTIM,
Taylorville, Illinois. No telephone calls please!
Announcers
Experienced girl disc jockey. Only top talent
need apply. Send tape, resume and photo to
Box 461G, B-T.
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 599G, B-T.
First phone combination. No maintenance. Em-
phasis on announcing. Music and news station.
Southwest. Healthy climate. Box 654G, B«T.
DJ. Must know his records, and be able to sell
on the air. Give complete resume of previous
experience, salary expected, when available and
enclose snapshot. Don't send tape until requested.
All replies confidential. Box 677G, B-T.
Virginia station needs combo man with 1st class
ticket. Experience unimportant. Box 690G, B-T.
$160 a week for DJ — with flowing conversational
delivery (breezy and informal) — sportscast pace.
Adept at reading album liner-notes. Wanted by
midwest— Great Lakes area station. Box 692G,
B-T.
Openings for personality DJ, versatile newsman,
and salesman. Texas Gulf Coast medium market.
Box 702G, B-T.
Wisconsin news, music station wants first ticket
combo man. Box 716G, B-T.
Help Wanted— (Cont'd)
Announcers
Announcer. With or without first phone. Good
money, living, working conditions in northwest
Florida. Box 732G.B-T.
Help Wanted — (Cont'd)
Announcers
Good announcer that can do sports and wants to
become program director with progressive or-
ganization. Box 759G, B-T.
First phone combo strong on announcing. If you
want a permanent position. . . . chance for ad-
vancement . . . friendly midwestern neighbors
. . . amiable fellow employees . . . new building
to work in . . . good salary . . . wire immediately
. . . KCIM, Carroll, Iowa.
If you have a first class license, a good voice,
like to work, enjoy eating and dressing well,
want to live in one of the nation's outstanding
recreational areas, and are looking for a real
opportunity with a growing company, rush let-
ter, tape and photo to Dick Vick, KGEZ-AM-
TV, Kalispell, Montana.
Wanted immediately, combo man with FCC first
class license. Contact Radio KNGS, P.O. Box
620, Hanford, California. All replies confidential.
Tampa's leading radio station needs a top per-
sonality DJ. Up-tempo, enthusiastic, sincere!
Must be production-conscious — not afraid of work
with a future, with Tampa's most influential radio
station — Radio Tampa — WALT. Send audition,
background and photo to WALT, Tampa, Florida.
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date.
o SITUATIONS WANTED 20tf per
word
$2.00 minimum
• HELP WANTED 25tf per word
$2.00 minimum
• All other classifications 30^ per word
$4.00 minimum
• DISPLAY ads #15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Good opening with good future for the right
men. Solid background in radio plus voice and
ability. Send tape, resume, photo to Reid G.
Chapman, WANE-Radio Fort Wayne, Indiana.
Staff announcer. We need another man with a
few years experience. Pleasant living conditions,
congenial staff. Must read news with authority,
operate board. Salary open. Contact G. P. Rich-
ards, WCEM, Cambridge, Maryland.
Top DJ's — position now available with music sta-
tion. Send tape, photo and resume to WDVH,
Gainesville, Florida.
Production-announcer, with sales ability pre-
ferred, to grow with western Michigan's out-
standing network station. Need tape, photo, re-
sume, etc., and indication of starting salary. Arch
Shawd, WKBZ. Muskegon.
Experienced announcer interested in stable posi-
tion and strong radio organization. Good starting
salary. Send tape and resume. WRFD, Worthing-
ton, Ohio.
WTAC, Flint's (Michigan's second market) num-
ber one rated station, wants a fast paced DJ
immediately — do news and hard sell commercials.
Send full resume and tape. (Tape returned
promptly.) Attention: Dick Kline, WTAC, The
Big Station Inc., P. O. Box 929, Flint, Michigan.
Need assistance? No fee unless placed. Nation-
wide Placement Service, P. O. Box 8585, Jackson-
ville 11, Florida.
Technical
Two first class engineers, no announcing. Excel-
lent working conditions. Salary commensurate
with experience. Permanent positions. Immediate
opening. Central Pennsylvania. Box 626G, B-T.
Midwest daytimer looking for experienced en-
gineer-announcer capable of taking over chief's
duties. Limited announcing shift, repair, and
maintenance. Salary open dependent upon abil-
ity and experience. Send resume and photo. Box
687G, B-T.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
Engineer, $60, 40 hours. Experience unnecessary.
WGTC, Greenville, N. C.
Engineer, first class license. Experienced trans-
mitter and control room. WIBX, Utica, N. Y.
Television engineer. Immediate opening for ex-
perienced studio engineer with first phone. Con-
tact Chief Engineer, WKNO-TV, 268 Jefferson,
Memphis, Tenn.
Wanted immediately, experienced, first phone
engineer, no announcing, 5 kw directional. Con-
tact H. W. Jackson, C. E.. WMMN, Fairmont,
West Virginia.
3 engineers by June 15th. 1 year studio or trans-
mitter maintenance experience, first phone li-
cense. Pay $5,100, with excellent vacation, retire-
ment, sick leave and other public school employ-
ment benefits. Contact immediately, Herb Evans,
WTHS-TV-FM, 1410 N.E. 2nd Ave., Miami, Flor-
ida.
Excellent opportunity for engineer-announcer.
1 kw daytimer. Good pay and working conditions,
40 hours. Contact WTUX Wilmington, Delaware.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee.
Wisconsin.
Three engineers, first phone, fulltime or part-
time for expanding radio-tv chain. Opportunity
for advancement for the right man with or with-
out experience. Apply Tim Crow, Rollins Broad-
casting, 414 French Street, Wilmington, Dela-
ware.
Programming-Production, Others
Program director-office manager. White man,
23-33, experienced copy-traffic production. Negro
programmed stations — choice of 2 southern cities.
Excellent opportunity for advancement. Send
resume, photo. Box 538G, B-T.
Radio continuity director for midwest station.
Prefer woman. Salary and working conditions
good. Aggressive operation with good future.
Send resume and photo. Box 711G, B-T.
Radio copywriter wanted by top southwestern
station. Must be professional. Box 753G, B-T.
Girl continuity writer needed at Radio KCOL,
in cool, colorful Fort Collins, Colorado.
Confidential inquiry? No fee unless placed. Na-
tionwide Placement Service. P. O. Box 8585, Jack-
sonville 11, Florida.
\0 MATTER HOW
you look at it, a classified ad on this page is your
best bet in getting top-flight personnel
Broadcasting • Telecasting
Max 20. 1957 • Paee 101
ADVERTISING AGENCY
RADIO
RADIO
Help Wanted
Ad agency, main office Long Beach, looking for
very special girl. Radio-tv commercial writer
with station background, to start immediately as
junior copywriter. $325 to start — sky's the limit!
Personal interview required. Alexander Bailey
Adv., 1641 American Avenue, Long Beach, Cali-
fornia. HEmlock 2-0505.
Situations Wanted
Management
General manager, age 32. Primarily a salesman,
with energy and know-how to build business and
a competent sales force. Good with personnel and
programming. Box 701G, B-T.
Thoroughly experienced all phases. Sales back
ground, eleven years. Experienced sales manager.
Good record, top references. Stable. Can make
you money as manager, sales manager. Box 704G,
B-T.
Young assistant manager desires chance to man-
age. Now employed at number 1 station in metro-
politan market. Experienced all phases. 1st class
license. Family man. Current salary $7,200. Box
757G, B-T.
Sales
Salesman who can double as PD or top play-by-
play sportscaster. 9 years experience. Seek per-
manent change to established operation or CP.
Prefer N.Y.- Jersey -Conn, or Miami. Family.
B.F.A. tapes. References. All inquiries promptly
answered. Box 628G, B-T.
Announcers
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 523G, B-T.
Girl-personality, DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
524G, B-T.
Situations Wanted — ( Cont'd )
Announcers
Negro DJ, versatile, all phases. Good board opera-
tor, travel. Box 572G, B-T.
Attention Florida and southwest. Employed fam-
ily man with MA, equally strong news-DJ, seeks
permanent radio position with progressive sta-
tion. Major market experience. $150.00 week min-
imum. Box 611G, B-T.
Morning show — experienced two man personality
program. Combine humor, patter, music with a
program that sells. Money not primary objective
— wish to become part of, and grow with progres-
sive organization. Experience small, medium and
large markets. Tape, pictures, and resume sent
upon request. Box 661G, B-T.
Sportscaster, veteran 12 years radio — television.
Excellent play-by-play, sports show, special
events, news. Looking for good sports station.
Top references. Minimum $150. Box 666G, B-T.
Announcer: Experienced play-by-play. Newsman.
Top 40 deejay. Married. Advancement wanted.
Box 669G, B-T.
Announcer — consider all offers — 10 years staff,
sports, disc jockey. Box 683G, B-T.
Announcer — 1st phone. Eight years experience, all
phases of radio. Want security-advancement,
pleasant working and living conditions. Non
drinker. Box 700G, B-T.
Top Canadian commercial announcer seeking po-
sition in California. Twelve years experience
American and Canadian radio. Personal inter-
view in June. Box 703G, B-T.
Morning personality — 3 years experience, radio
school trained. 2 years college, 27, single. Desire
100 miles of N.Y.C. Box 705G, B-T.
Staff announcer, 10 years experience music, news,
net operation. Good production, Gates, RCA con-
sole. Desires permanent Florida position. Mar-
ried, dependable. Box 706G. B-T.
Announcer-engineer. Experienced. Wisconsin,
Minnesota, northeast Iowa. Will take chief en-
gineer job if station is non-directional. Can as-
semble new station. Box 707G, B-T.
Announcer-engineer first . . . California location.
Nine years present northwest employment. Tape
will convince. $125 minimum. Box 709G, B-T.
Draft exempt young man with two years of di-
versified radio experience wishes more oppor-
tunity. Good news, music, sports, and continuity.
Write Box 712G. B-T.
DJ, three years experience, good commercial,
knows music. Family. Box 715G, B-T.
Play-by-play, staff, 3 years experience. Northeast
or midwest. $80 minimum, air check. Box 720G,
B'T.
DJ, experienced . . . married, draft exempt. If
you want an audience sold and entertained . . .
try me . . . available now. Box 721G, B-T.
Florida! Announcer-salesman prefer limited sell-
ing. Vet-single, 2 years Florida. Professional base-
ball. No snowbird. Box 722G, B-T.
Light experience, commercial voice, good DJ,
news, sports, board, tape. Box 723G, B-T.
Experienced Sports director available June first,
desires top midwest or eastern market. Box
727G, B-T.
Baseball announcer desiring permanent connec-
tion. University graduate, single, top references.
Box 728G, B»T.
Smooth, aggressive deejay. Emphasis on produc-
tion— know music. Hard punch commercials. Air
tape and best references. Answer all American
and east Canadian replies. Box 731G, B-T.
A real country DJ. Play, sing, write jingles. Dif-
ferent. Good references, five years experience.
Consider tv. North or South Carolina. Box 737G,
B-T.
Looking for a versatile first class engineer-
announcer? Want a good Girl Friday? Together
we have the knowledge, experience, energy, and
imagination to program and produce salesable
radio. Excellent references. 4-6848, Orlando,
Florida. Write Box 738G, B-T.
Announcer-copywriter, 2 years, presently em-
ployed, married, 23. Will travel. Box 739G, B-T.
Situations Wanted — ( Cont'd )
Announcers
Sports director. 12 years experience tv-radio
play-by-play. Top national-local sports. Prepara-
tion and presentation. Want good offer, good sta-
tion. Permanent. Box 741G, B-T.
Combo man, 1st phone, 23, married wants loca-
tion in eastern midwest. Edward Graham, 4629
Sunset Blvd. Los Angeles 27, California.
Bernie Bond (WKCR-FM, N. Y.) will be avail-
able for summer DJ announcer position June
through September. Bernie Bond, 447 Fort Wash-
ington Avenue, New York 33, New York.
PD-DJ-announcer with 21,£> years combo wants
summer work. Writes copy, news. Any station
anywhere. Tape, photo, references on request.
R. H. Baker, Carleton College, Northfield, Min-
nesota.
Experienced morning man ten years veteran with
Peewee King's Band, available due unusual cir-
cumstances. Two years dependable service here.
Excellent air salesman. Tops in country-western,
pops, religious categories. Glad to recommend
him to you. Contact Station Manager, WTYN,
Tryon, North Carolina.
Staff announcer. Prefer popular music. Immedi-
ate. Clarksburg, West Virginia. MA 3-2684.
Mr. Manager! We send good men. Nationwide
Placement Service, P. O. Box 8585, Jacksonville
11, Florida.
Programming-Production, Others
Employed copywriter wants to relocate in Rock-
ies, southwest, midwest. Radio or small agency.
Broadcast school trained. Best references. Sta-
tions with financial trouble, and, or high em-
ployee turnover, needn't reply. This guy wants a
permanent home. Box 710G, B-T.
Featured newscaster, deejay and commercial an-
nouncer, with 12 years experience (9 with pres-
ent employer) desires position in Florida or near-
by state. Have permanent America visa and can
leave Canada on short notice. In my 30's and un-
attached. Have some teevee experience. Make me
an offer. Will send further details and photo on
request. Box 714G, B-T.
Farm director, excellent background and experi-
ence in radio, tv. Degree in speech, radio, tv.
Available September 15, personal brochure upon
request. Box 719G, B-T.
Stymied? Get a copy guy with original ideas.
Radio-Tv. Box 729G, B-T.
Six years all phases announcing and program-
ming. One year sales. Box 740G, B-T.
Experienced women's director, some tv. Versatile,
strong sell, community relations — well versed
other station functions. Wishes to relocate with
progressive organization, larger market. Profes-
sional growth potential important. Box 742G, B-T.
TELEVISION
Help Wanted
Management
Television sales manager. Immediate opportunity
for experienced salesman with established west-
ern Pennsylvania CBS-TV affiliate. All replies
confidential. Box 675G, B-T.
Sales manager with energy and ideas can go far
in this job with vhf in rich southwest market.
Box 749G, B-T.
Sales
Tv salesman wanted: Top-rated network vhf
station in medium sized midwest market. Ex-
perienced only. $500 per month draw against
liberal commission. Present staff aware of this
ad, address Box 520G, B-T.
Hard-working commercial manager for estab-
lished vhf station in one of Texas' fastest grow-
ing markets. Box 750G, B-T.
The BIG MONEY goes to
F. C. C. LICENSED MEN!
F.C.C. License — the Key to Better Jobs
An FCC commercial (not amateur) li-
cense is your ticket to higher pay and more
interesting employment. This license is
Federal Government evidence of your
qualification. Employers are eager to hire
licensed technicians.
Grantham Training is Best
Grantham School of Electronics specializes
in preparing students to pass FCC exami-
nations. We train you quickly and well. All
courses begin with basic fundamentals —
NO previous training required. Beginners
get 1st class license in 12 weeks.
Learn by Mail or in Residence
You can train either by correspondence
or in residence at either division of Grant-
ham School of Electronics — Hollywood,
Calif., or Washington, D. C. Our free book-
let gives details of both types of courses.
Send for your free copy today.
MAIL TO SCHOOL NEAREST YOU.
\ Grantham Schools, Desk 12-K \
821 19th Street N.W. (ID 1505 N. Western Ave.
Washington 6. D. C. UH Hollywood 27, Calif.
Please send me your free booklet, telling how I can
get my commercial FCC license quickly.
Name
Address
City -- State
Page 102 • May 20, 1957
Broadcasting • Telecasting
lhLJbVl»l(JiN
rV\?f 1/ VTCT/~kl\J
1 fciLHj VIMUiN
Help Wanted
Situations Wanted — (Cont'd )
Announcers
Programming-Production, Others
Announcer for staff midwest television station.
Tv experience not necessary must have radio
background. Send photo, full resume, minimum
salary requirement, Box 708G, B»T.
Television-radio announcer with quality voice,
pleasing appearance and ability to sell product.
Texas stations. Box 748G, B«T.
Producer-announcer with ideas, energy. Texas
station. Box 752G, B'T.
Need assistance? No fee unless placed. Nation-
wide Placement Service, P. O. Box 8585, Jack-
sonville 11, Florida.
Technical
Chief engineer — immediate opening for qualified
man strong on maintenance. Capable operating
economically at successful small market station.
Present chief joining manufacturer as develop-
mental engineer. GE equipment, maximum pow-
er, channel vhf . Contact Walter Windsor, General
Manager, KCMC-TV Texarkana, Texas.
Programming-Production, Others
Award-winning midwest television newsroom
looking for radio or television newsman. Must
be good beat man. Box 651G, B«T.
Tv continuity director. Experienced, qualified
man or woman, for dominant vhf station in one
of top 25 markets. Box 725G, B»T.
Director-announcer with dependability and orig-
inality. Must be able to switch. Box 746G, B«T.
Film editor with good background. Texas vhf.
Box 747G, B-T.
Continuity writer, television-radio experience.
Must be able to turn out copy with speed, imag-
ination. Box 751G, B«T.
Stations Wanted
Management
Sales manager — highly experienced senior sales-
man with best tv representative. 10 years experi-
ence, middle 30's, outstanding references. Wants
change to vhf top market station. Must have
incentive plan. Wish firm with public service
and profits as goal. Box 743G, B-T.
Sales
Creative, aggressive assistant sales manager.
Strong on tv production, programming. Box
730G, B'T.
Announcers
News, weather, commercials, special events. Seven
years with present employer. Box 724G, B»T.
Announcer — writer — producer — director. College
grad., married — family. Major tv & radio — good
voice and appearance. Creative — pleasantly ag-
gressive. Box 758G, B-T.
Presently employed. College degree. Radio ex-
perience. Jordan, 2819 Clybourn, Chicago.
Technical
Chief engineer, 9 years experience in tv station
planning, station construction, equipment design,
personnel recruitment and training, procedures
any systems developments. For details contact
Box 563G, B-T.
1st phone, 10 years experience at same station in
radio, presently employed, seeks relocation in
Florida in television. Box 618G, B-T.
South — midsouth only: 9 years tv broadcast ex-
perience. Technical, some directing. Would like
technical supervision, production manager or di-
rector. Box 630G, B-T.
Programming-Production, Others
Director. Experienced. Can do own switching.
Any growing market. Details on request. Box
542G, B»T.
Program director, production manager, director
wishes to relocate with tv station. Not interested
in radio with pictures, family, college graduate.
Box 636G, B-T.
Director, 4 years experience. 7 years radio-tv
announcing. 31, mature-, B.A. degree. Permanent.
Box 662G, B'T.
I am on the picture side of television and adver-
tising. Do you need a man with background in
art and photography? Eleven years experience in-
cludes work as television production supervisor,
radio promotion manager, industrial motion pic-
ture, photographer, free-lance photographer.
Seeking employment with television station, ad-
vertising agency, film company, or industrial firm.
Desire to do creative work with a modern pro-
gressive organization. Box 736G, B-T.
FOR SALE
Stations
One kw daytimer, large metropolitan market,
middle Atlantic area. No brokers. Real estate
optional. Box 756G, B-T.
Oregon, quarter kilowatt network. $58,000.00, with
terms. Exclusive. Wilt Gunzendorfer and As-
sociates, 8630 W. Olympic Blvd., Los Angeles,
Calif.
California 24 hour kilowatt metropolitan inde-
pendent. Southern market. $225,000.00, with
terms. Exclusive. Wilt Gundendorfer and As-
sociates, 8630 West Olympic, Los Angeles,
California.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
WTite now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
For sale: 12 kw GE uhf transmitter, frequency
modulation monitor. Unusual opportunity. Box
734G, B-T.
For Sale: One complete Gate R.C.M.-12 remote
control unit, 2 years old, 2 racks and extra tubes.
In operating condition. We are asking $1,800.00.
Station KWNA, Winnemucca, Nevada.
Two Fairchild model 524 turntables with RMC
A-16 arms, VL-1D cartridges, EL 2B equalizers.
One Rek-O-Kut turntable, G-2. One GE equalized
transcription preamp, model BA- 3-A. Two GE
photo preamp UPX-003. Two Pickering PC163A
equalizers. Cannon type P-3 connectors. GE and
Pickering cartridges. Contact WDOE. Dunkirk,
New York.
200 foot self-supporting CN Blaw Knox tower.
Six years old. $3,000 standing. $3,500 dismantled.
F.O.B. Baltimore. Available September or Octo-
ber. WWIN, Baltimore, Maryland.
New RCA 5820 deflection yoke, focus coil and
alignment coil. Cost over $200.00. Will sell for
$95.00. Ben Farmer, 331 14th Street, Wilmette,
111.
Complete DuMont camera chain. Pickup control
and monitor. Portable sync generator. Pedestal
dolly, 90mm, 50mm, and 135mm lens. Also tripod
and tracking dolly, miscellaneous lights, mike
boom and film editing equipment. Sound pro-
jector. All excellent condition. Very reasonably
priced. Can be seen in Washington, D.C. Con-
tact W. A. Sawyer, Northwest Schools, 1221 N.W.
21st, Portland, Oregon. Phone CApitol 3-7246.
Vidicon camera for sale, RCA "tv eye" camera,
type HC-1' with control box and all tubes in good
working condition. Cost $1,100; will sell for $500.
Keegan Technical Institute, P. O. Box 5, Mem-
phis, Tennessee.
Fm antennas: Two Andrews 4-bay antennas; 600'
Z\'s" coax.; 500' 1%" coax.; 200' coax.; two RCA
isacouplers; two RCA KB-2C microphones; one
Shure 556 microphone. Fm transmitters; one 10
kw; three 3 kw, one 1 kw. REL 646 fm receiver.
Box 221, Lebanon, Tennessee.
HOW TO ENTER
BROADCASTING
ON YOUR OWN
In the first place, of course a
dream doesn't constitute a down
payment.
But if you have a reasonable
amount of investment capital and
a successful record in broadcasting
or related fields, there may be an
opportunity for you to become an
owner.
For broadcasting is big and little
business and everything in be-
tween.
We pride ourselves on being as
conscientious about the small in-
vestor or buyer as we are about
the larger ones.
Buying or selling — big or small
— we will be happy to talk with
you.
ALLEN KANDER
AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye Street, N.W. National 8-1990
NEW YORK
60 East 42nd Street Murray Hill 7-4242
CHICAGO
35 East Wacker Drive Randolph 6-6760
Broadcasting • Telecasting
May 20, 1957 • Page 103
WANTED TO BUY
Stations
RADIO
RADIO
Help Wanted
Midwestern station. No brokers Over 25,000 city
population. $50,000 down. Owner will operate,
quirement. Box 708G, B»T.
Private sales and independent appraisals. Serving
the Southwest and Intermountain regions. Ralph
Erwin. Licensed Broker. 1443 South Trenton.
Tulsa, Oklahoma.
Equipment
250 to 3kw fm transmitter, Collins ring antenna,
200 ft. coax, 150 feet self-supporting tower with
lighting equipment. Frequency and modulation
monitor, program limiter, studio consolette. State
description, condition and best price. Box 615G,
B-T.
Wanted— one or two RCA-73 series disc record-
ing machines, with or without cutter heads.
WINZ, Miami, Florida.
WANTED
1. Radio Program Director
(Must have top voice)
2. Personality Radio-TV
Board Announcer
3. Experienced newsman with
voice
Will pay on your ability
Send tape, and complete details
KVOS-AM-TV
Bellingham, Washington
INSTRUCTION
Salesmen
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A. 821 19th Street. N. W.. Washington
6, D. C.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio 6c Televi-
sion School. Dept. B, 1627 K Street. N. W„ Wash-
ington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elklns Radio License School, 3605 Regent
Drive, Dallas, Texas.
EXAMPLE
PRACTICAL TV TRAINING
Cherry Blossom
Parade Covered
By DC Students
This is a typical example of the practicality
of ALL of Northwest's training programs.
These students are actually doing a live
remote from Washington's Cherry Blossom
Parade. ALL Northwest classes are trained
using methods like these — letting students
work in a practical manner with everyday
Telecasting problems. For TOP TV people
in all sections of the country, call John
Birrel.
NORTHWEST
Television - Radio Division
SCHOOLS
HOME OFFICE:
1221 N. W. 21 rt Avenue
Portland, Oregon • CA 3-7246
HOLLYWOOD, CALIFORNIA
1440 North Highland
HO 4-7822
CHICAGO, ILLINOIS
540 N. Michigan Avenue
DE 7-4504
WASHINGTON, D. C
1627 K Street N. W.
RE 7-0343
Help Wanted— (Cont'd)
Announcers
WANTED:
A Really Good Announcer
In 10 years at the seven Rich-
ard F. Lewis, Jr. Radio Stations
only one person has quit (6
have left to build their own
stations) proof that this is a
fine opportunity for you.
Starting pay is $125.00 per
week, with added opportunity
to earn 15% on sales and serv-
ice. Moving expenses paid. If
you are truly a superb-ex-
perienced announcer, far
above the average and like
the work please send your tape
to:
Dick Lewis.
Drawer 605
Winchester. Virginia
Technical
* CHIEF ENGINEER |
J WANTED %
* ■*
1 5000 watt California radio station is +
* looking for dependable, energetic chief +
*- engineer. Prefer one with substantial J
J installation experience both AM and *
* FM. Give age, experience, references *
*
*- and picture. *
* •*
* Box 713G, B*T *
1 *
| "HIGH POWER" EHGINEER |
§ Excellent opportunity for experienced §
§ engineer in the 50 kw and higher §
^ range of power. Permanent. Chances ^
for advancement. Good living condi- £
tions in small midwest citv.
§
§
& Send complete details and recent ^
^ photo to Personnel Director, Gates Ra- ^
§
dio Company. Quincy, Illinois.
Page 104
Max 20, 1957
Broadcasting
Telecasting
RADIO
Situations Wanted — (Cont'd)
Management
OPEN LETTER TO
ARTHUR HULL HAYES:
Congratulations! It took courage
(and considerable know-how) to im-
prove your radio network sales
from a 40°o to a 90°o sold-out
position in less than a year [BaT,
May 6].
Here is another record on a
smaller scale. Within the first year
of my management of this metro-
politan regional independent we
hcd a 54% increase in gross reve-
nue, a 35°o increase in Pulse
ratings, and more than a 500°o
increase in NET PROFIT. Now the
station has been sold. New owner-
ship occasions my immediate avail-
ability for a not-so-profitable prop-
erty. Progress-building broadcasters
will want details. The record will be
substantiated by my former princi-
pal. (Note: My price-tag may be less
than you think. Effective manage-
ment is relatively very inexpen-
sive!)
Write Box 745G, B»T
MANAGER
SALES MANAGER
20 Years Sales and Executive Background
Sales Manager 50kw NBC Station
Sales Manager 5kw CBS Station
Manager 5kw Independent
43 Years Old — College Education
Proven Record — Excellent References
BOX 754G, B«T
Announcers
TOP NEGRO DJ
"3-D LEE D"
Now Available
"Lee Dorris, is one of the greatest tal-
ents I have ever known. I regret that
we had to part company because of a
policy change."
Ernie Tannen
WILY— Gen. Mgr.
For tape or personal interview, photo,
write, or wire, Lee Dorris, 320 Chal-
fant Street, Pittsburgh 10, Pennsyl-
vania, Everglades 1-6004.
Broadcasting • Telecasting
TELEVISION
Help Wanted
Management
NATIONAL TV SALES
MANAGER WANTED FOR
TWO TV STATIONS
Because of shift of responsibility,
created by our expansion, Mid-
America ABC-TV and NBC-TV sta-
tions, under the same management,
need hard-hitting, experienced
salesman. Chance of a lifetime for
the right person. Send complete re-
sume to:
Box 760G, B°T
Salesmen
TELEVISION
SALES
Salesman, young, personable, free to travel, sell
special television promotion package. Expenses
during training, commission when qualified. Give
previous selling experience and as many particu-
lars as possible.
BOX 755G. B»T
WANTED IMMEDIATELY
TWO TV SALESMEN
REAL OPPORTUNITY
W TIC -TV
Channel 3
Hartford. Conn.
On the air September, 1957
Men with tv selling experience and
proven record — preferably in New
England or Northeastern United
States. Write giving full back-
ground and picture to:
Walter C. Johnson
Vice President &
General Manager
/
Planning
a Radio
Station?
RCA
PROGRESS
PURCHASE
PLAN
Flexible Financing
for Broadcasters
I
I
Here's a brand new
financing plan that will
take a load off your
pocketbook and speed
you on your way to
station ownership!
RADIO CORPORATION
of AMERICA
May 20, 1957 • Paae 10
TELEVISION
Help Wanted— (Cont'd)
Programming-Production, Others
FILM SUPERVISOR
:wjc7
National organization has need for
Film Supervisor with director and cut-
ter experience. Must have experience
in field of motion pictures and tele-
vision. Prefer staff experience with
large motion picture company, partic-
ularly in short subject field. Must be
willing to travel extensively. Salary
commensurate with experience. Re-
sumes reviewed promptly.
Box 717G, E«T
FOR SALE
Equipment
FOR SALE
Used Collins 20V, current Model
1 KW Transmitter, excellent condi-
tion. Trade-in on BC-5P, 5 KW
Transmitter. Available for immedi-
ate shipment. Complete with one set
of tubes and crystal, tuned to your
frequency, #2,995.00. Wire or phone
Robert W. Kuhl, Gates Radio Com-
pany, Quincy, Illinois. Phone BAld-
win 2-8202.
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
FOR SALE
FOR THE RECORD
Equipment
TV EQUIPMENT
FOR SALE
1 — DuMont 303A test oscilloscope 5"
tube, illuminated scale, response
10 cycles to 10 mc.
1 — DuMont 323 test oscilloscope 5"
tube, illuminated scale, response
10 cycles to 10 mc, expanding vari-
able notching feature.
In use about 18 months. In excellent
working condition. Will consider any
reasonable offer.
Station WDBJ-TV
P.O. Box 150
Roanoke, Virginia
EMPLOYMENT SERVICES
L
TOP JOBS— TOP PEOPLE
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 'K' St. N.W.
Washington, D. C— RE 7-0343
FACTS ABOUT PEOPLE AND JOBS!
For Intelligent Answers About Jobs or
People . . . When Problems Begin to De-
velop, Telephone, Write or Wire
HENRY SCHAPPER AGENCY
Personnel for the Communications Arts
22 West 46th Street
New York 36, New York
PLaza 7-2728
PAUL BARON
Director of Adv., Radio and TV
No advance registration fees
J
PROGRAM SERVICES
WHY LOOK FURTHER?
"GUESS THE LUCKY
SECRET WORD"
Program is great.
Brochure on Request
THE HOLLINGSWORTH CO. ENTERPRISES, INC.
514 Hempstead Ave., We«t Hempstead, N. Y.
BROApG^STlNG
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
1735 De Sales Street, N. W., Washington 6, D. C.
SUBSCRIPTION WITH THE NEXT ISSUE.
□ 52 weekly issues of BROADCASTING • TELECASTING
□ 52 weekly Issues and BROADCASTING Yearbook-Marketbook
□ 52 weekly issues and TELECASTING Yearbook-Marketbook
"2 52 weekly issues and both Yearbook-Marketbooks
□ Enclosed □ Bill
$7.00
9.00
9.00
11.00
title/ position
company name
addr
city
Please send to home address •
continues from page 100
change facilities, install DA-N, new trans, for
nighttime use and specify change in type of
nighttime trans.; conditions.
WSB-TV Atlanta, Ga.— Granted cp to change
ERP vis. to 97.7 kw aur. to 49 kw, change type
trans, and anti. and make other equipment
changes.
KPIK Colorado Springs, Colo. — Granted mod. of
cp to change ant.-trans. location; change stu.
location and operate trans by remote control.
WMPY Salisbury, Md.— Granted mod. of cp to
make changes in ant. system, correct coordinates
and change studio location; conditions.
May 13 Applications
ACCEPTED FOR FIXING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates: KUMV-TV Williston, N. D.; WIMA-
TV Lima, Ohio; WKRC-TV Cincinnati, Ohio.
UPCOMING
Page 106
May 20, 1957
May
May 20-21: Wisconsin Broadcasters Assn., Hotel
Plankfnton, Milwaukee.
May 20-21 : Eighth annual Chicago Tribune Forum
on Distribution and Advertising, WGN Audience
Studio, Chicago.
May 20-22: Armed Forces Communications &
Electronics Assn., Sheraton Park Hotel, Wash-
ington, D. C.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
May 23: United Press Broadcasters Assn. of Tenn..
Andrew Jackson Hotel, Nashville.
May 24: Tennessee Assn. of Broadcasters, An-
drew Jackson Hotel, Nashville, Tenn.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 25: United Press Broadcasters of Pennsyl-
vania, Holiday Motel, Mechanicsburg, Pa.
May 25: California Associated Press Television
and Radio Assn., Beverly Hilton Hotel. Beverly
Hills, Calif.
May 25-26: Louisiana-Mississippi AP Broadcasters
Assn., Holiday Inn Motel, Monroe, La.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria, New York.
May 29-30: North Carolina Assn. of Broadcasters,
Grove Park, Asheville.
June
June 4-6: National Community Tv Assn., Penn-
Sheraton Hotel, Pittsburgh, Pa.
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention, Advertising Fed-
eration of America, Hotel Fountainebleau,
Miami.
June 13-15: Florida Associated Press Broadcasters
Assn., Balmoral Hotel, Bal Harbour, Fla.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 14-15: Maryland-D. C. Radio and Television
Broadcasters Assn., Commander Hotel, Ocean
City, Md.
Juno 17-19: NATRFD Spring Meeting, Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting. Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 20: Federal Communications Bar Assn.,
luncheon, Washington Hotel, Washington.
June 20-21: Colorado Broadcasters Assn.. Glen-
wood Springs, Colo.
June 24-28: Annual convention, Advertising
ASiu of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali
fornia, Los Angeles.
July 20-23: National Audio-Visual Convention and
Exhibit, Fairfax, Va.
August
August 20-23: Western Electronic Show and Con-
vention, San Francisco.
Broadcasting • Telecasting
"Amazingly Versatile"...
That's What Audio Engineers Say About
The Electro-Voice
Model 646
Omnidirectional Dynamic
Lavalier Microphone
With Variable Response Control
Weighs only 6l/z ounces, less cable.
lVs x 6V4 inches long
This remarkably small and inconspicuous microphone is
widely used and highly praised by TV and broadcast, audio
engineers. Hung on a neck cord, it frees hands of announc-
er or performer for demonstration or dramatic effects.
Exclusive Variable Response Control permits positive
screwdriver adjustment for rising or flat high-frequency
response. Where concealment is desired, the 646 easily
hides under a tie, behind props. Like all E-V microphones,
maintenance costs are extremely low. Indestructible
Acoustalloy Diaphragm and all the other E-V quality fea-
tures save you money. Frequency response: 50-10,000 cps
— high frequency response, variable. Choice of 50, 150 or
250 ohms. Includes neck cord, clip and cable. List, $147.50.
Electro-Voice is the Major Supplier to the Broad-
casting, Telecasting and Recording Industries. E-V
Broadcast Microphones are Sold Only Through author-
ized Distributors.
E-V Model 655C
-
E-V Model 655C
The World's finest T-V
and Broadcast microphone
Model 655C, designed to be heard,
not seen. It's the widest-range micro-
phone in the world, encompassing the
entire audio range and more. Easy to
use, outstanding for single-mike pick-
up applications. Integral blast filter
and Acoustalloy diaphragm. $200 List
(less stand).
E-V Model G6G Variable
"D" Cardioid-a triumph
of electro-acoustics
Smallest and lightest of the car-
dioids, only I loz., this widely used
E-V mike features the exclusive, pat-
ented Variable D®. Variable D means
artists can work twice as far away from
the 666 as from conventional micro-
phones, yet there is virtually no prox-
imity effect— sound quality doesn't
change as artists move in close. Inter-
nal wire screen prevents "popping."
$255 List (less stand).
Model 665, for superb cardioid per-
formance at a modest price, choose
this quality microphone. It has a uni-
form cardioid pattern at all frequen-
cies, permits close talking without bass
accentuation, has blast filter and ex-
clusive Acoustalloy diaphragm. $150
List (less stand).
Model 654, a low-cost, high-quality
unit, is similar in design to the 655C.
Essentially flat to 15,000 cps, it's fine
for all-around use. $100 List (less
stand).
Model 649 Lavalier, created for TV,
is a small, slim omnidirectional unit
providing smooth response and high
output. Requires no closely-associated
auxiliary equipment, can be worn on
neck cord, hand-held or used on
stand. Has E-V Acoustalloy diaphragm.
$115 List.
E-V Model 635
-"Workhorse of the Industry"
Extremely rugged— engineered for
group pick-up, sports, special events
and mobile applications— indoors or
outdoors. Low initial cost, lowest main-
tenance cost.$82 List (less stand).
Get ALL the Facts on E-V Professional Microphones.
Write for Catalog 120-BT75 TODAY.
®
ELECTRO-VOICE. INC.
BUCHANAN, MICHIGmN
Export: 13 East 40th Street. New York 16. U.S.A. Cables: ARLAU
Broadcasting • Telecasting
May 20, 1957 • Page 107
1 . . . THE ONE YOU
AREN'T COVERING
— -—
The TV
market
behind
the
hills..
Many hill-hidden communities once in
the "shadows" now enjoy bright,
snow-free television through TV Trans-
lator service. Wherever gaps occur in
your coverage, Adler's FCC-type-ap-
proved UST-10 Translator can provide
power on the spot to expand your
market. Investigate low-cost TV Trans-
lators now!
Translators reach
into the "shadows!"
ADLER ELECTRONICS, INC.
NEW ROCHELLE, N. Y.
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ADVERTISERS & AGENCIES
C. Stuart Siebert Jr. and Arnold M. Com-
brinck-Graham Jr. promoted from account
executives to vice president at Kenyon &
Eckhardt, Chicago. Louis J. Nicholaus, ac-
count executive in Boston office of K&E,
elected vice president.
■< Michael J. Donovan, as-
sociate media director,
Benton & Bowles, N. Y.,
elected vice president.
William H. Tirrell, formerly with Erwin
Wasey & Co. and Hilton & Riggio, to Bar-
basol Co., as vice president in charge of
marketing and merchandising.
Morton Hague, business manager, Henri,
Hurst & McDonald, Chicago, elected vice
president.
Kent Johnson, account executive with Lam-
bert & Feasley, to Endorsements Inc., N. Y.,
as vice president in charge of administration.
Richard Ludewig and Clement Haines, ac-
count executives, Lamport, Fox, Prell &
Dolk Inc., South Bend. Ind., elected vice
presidents.
Marvin L. Grant, formerly vice president of
now dissolved Dobin Adv. Agency, opens
his own agency, M. L. Grant Inc., at 11 W.
42nd St., N. Y.
James P. Dwyer, vice president, William
lenkins Adv. Inc., Phila., to Gray & Rogers,
same city.
Jean Carroll, for past seven years timebuyer-
media coordinator at Sullivan, Stauffer, Col-
well & Bayles, N. Y., to Los Angeles office
of Compton Adv. as media director. She was
timebuyer for Compton in New York for
five years before going to SSC&B.
Kenneth W. Wenning, vice president-art di-
rector, Beauvais, Wenning & Zitso Inc., Lex-
ington, Mass., resigns to devote full time to
freelance art and entertainment field. Robert
D. Wallace named acting art director.
Andy Potter, formerly with Calkins &
Holden, to Reach, McClinton & Co., L. A.,
as radio-tv supervisor and account executive.
Douglass Coady, formerly merchandising
specialist, tv division of Hotpoint Inc., Chi-
cago, to Reach, McClinton & Co., same city,
as account executive.
Edwin J. Benedict, account supevisor at
J. M. Mathes Inc., and John F. McManus,
with Zimmer, Keller & Calvert, Detroit, to
account service group at Marschalk & Pratt,
N. Y.
Frank Carvell, formerly with Benton &
Bowles and Pedlar & Ryan, N. Y., to N. W.
Ayer & Son, N. Y., as timebuyer.
Shannon Patrick LaFontaine, with his own
sales promotion firm in Detroit, to purchas-
ing and production manager, sales aid sec-
tion, MacManus, John & Adams. Bloomfield
Hills, Mich.
Robert Savage, formerly with Donahue &
Coe and Maxon Inc., appointed service man-
ager of John W. Shaw Adv. Inc., Chicago.
Cay Gibson, copywriter in sales promotion
dept., Doyle Dane Bernbach. N. Y. ap-
pointed head of department, succeeding Paul
Kirshon, who has moved to Lennen &
Newell.
William J. Moore, NBC manager of pro-
gram and facilities pricing, to Benton &
Bowles, N. Y., as director of tv operations.
G. James Alaback, formerly manager of
drafting and design for Hotpoint Co., Chi-
cago, appointed director of engineering for
Whirlpool Corp., St. Joseph Div.
Earl Timmons, assistant research director,
Erwin, Wasey Co.; to Stromberger, LaVene,
McKenzie, L. A., as research director.
George H. Tagatz, veteran newspaper-maga-
zine-public relations writer, appointed pub-
lic relations director of Buchen Co., Chicago.
Cle Kinney, formerly art director for D'Arcy
Adv., Biow Co. and Newell-Emmett Co., to
Burke Dowling Adams Inc., N. Y., in same
capacity.
Anthony R. Dambrauskas promoted from
assistant service manager to national service
manager of Hallicrafters Co. Cletue A. Wiot
appointed director of personnel.
Frances E. Burns appointed advertising co-
ordinator of Greyhound Corp., Chicago.
Joseph J. Trout, associate editor, Progressive
Grocer magazine, to BBDO, N. Y., as gro-
cery marketing specialist.
Frank Gosfield, with St. Louis office of
Gardner Adv., to Marschalk & Pratt, N. Y.,
as radio-tv writer.
Kay Konrad, Philip Klein Adv. Inc., Phila.,
to Gray & Rogers, same city, on public re-
lations staff.
Arthur R. Roberts Jr.. formerly vice presi-
dent and creative director of Christiansen
Adv., Chicago, to copy department of Rus-
sel M. Seeds Co., same city.
Harold Drucker, formerly with Arthur B.
Kaplan Co., to copy staff of Grey Adv.,
N. Y.
NETWORKS
Robert G. McKee, account executive. NBC
Central Div., to ABC Central Div. as ac-
count executive in tv sales department. He
replaces James Duffy named director of
sales for ABC in Chicago.
WiUiam Cosmas from NBC Chicago guide
staff to network's operations department as
director.
Paul Sullivan, WIP Philadelphia newscaster,
assumes additional duties as MBS corre-
Page 108 • May 20, 1957
Broadcasting • Telecasting
This power dam was built on the Susquehanna River near the Pennsylvania-Maryland border by the
local independent electric light and power company at no cost to taxpayers.
have to help pay electric bills for customers of this one?
?
This TV A power dam was built on the Tennessee River near Paducah, Kentucky, by the federal government
with millions of dollars that you and other citizens paid in taxes.
Your taxes help build federal government power
plants like the one in the lower picture. And these
plants keep on costing you money year after year.
Here's how:
About 230 of every dollar you pay for electricity
from your independent electric light and power
company goes for taxes. But because of present
tax laws, customers of federal power systems
escape paying most of the taxes in their electric
bills that you pay in yours. They pay taxes of only
about A£ per dollar if their power comes from the
federal government's TVA power system, for ex-
ample. So to make up for the lost tax revenues
which federal power projects don't pay, you have
to be taxed more.
Is it fair for you to have to pay extra taxes like
this for customers of federal government power
systems? Shouldn't something be done about it?
America's Independent Electric Light and Power
Companies*. ■■'Company names o>i request throttph this magazine
OADCASTING • TELECASTING
May 20, 1957 • Page
In Houston
the turn
is to
because we
and deliver
THE CHRONICLE STATION, CHANNEL 13
P. 0. BOX 12, HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO.
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL REPRESENTATIVES: Geo P. Hollingbery Co.
500 Fifth Avenue, New York 36, New York
PEOPLE
spondent in that city and Henry Mustin,
formerly with WBAL Baltimore, appointed
to network's Washington staff.
Brice Howard, producer of five-weekly The
American Government and the Pursuit of
Happiness for NBC's educational television
project, named executive producer of project
succeeding David Lowe. Mr. Lowe is on
leave from network to produce full-hour
"March of Medicine" color film.
Lee Cooley named producer and Byron Paul
named director of The Big Record, new
program on CBS-TV starting Sept. 1 8, Wed.
8-9 p.m. period.
Barrie D. Richardson, with Warner Bros.,
to CBS Radio press information, N. Y.
Lester Vail, producer-director of stage, radio
and tv shows, joins creative development
staff of Robert Adams, ABC-TV executive
producer in Hollywood.
Jim Hurlbnt, NBC Chicago commentator
and member of NBC-TV Zoo Parade cast,
receives honorary doctor of letters degree
from Lincoln College, Lincoln, 111., for his
"contributions to American History."
Edward P. Morgan, ABC commentator,
will receive honorary degree of Doctor of
Letters at Whitman College's commence-
ment June 2 in Walla Walla, Wash.
FILM
Lou Kravitz, account executive, and Tom
Ryan, production manager, Fred A. Niles
Productions, Chicago, elected vice presi-
dents in charge of sales and production,
respectively. Jim Magee transferred from
Hollywood to Chicago office of company
as creative director.
< Fred R. Fink, for past
10 years head of his own
film production company,
has been named general
manager of Detroit office,
Van Praag Productions
Inc.
Jerry L. Sperling, formerly radio-tv produc-
tion manager at Ruthrauff & Ryan Inc.,
Chicago, announces opening of Jerry Sperl-
ing Productions, to furnish agencies with
radio-tv creative writing and production
service. Telephone: Ambassador 2-6130.
Location to be announced.
Robert I. Holt, formerly copywriter with
Universal-International Studios ad depart-
FAMILY EXTRA
DANA FEDDERSON, fourth son of
the head of Don Fedderson Produc-
tions, is only a few weeks old, but the
boy made his tv debut on The Million-
aire, a CBS-TV network film show last
month with his mother who already
has appeared in at least one scene of
each of the 100 Millionaire programs
filmed to date by the Fedderson firm.
Dana was cast in his mother's arms.
GOOD DEED DUGGAN
MBS' Thomas Duggan, western di-
rector of station relations, has set what
some feel is a dangerous precedent in
network station relations. He didn't
know it at the time, but one day aboard
a west-bound plane Mr. Duggan in-
stituted an airborne babysitting service
for affiliate station owners. When he
saw a lady struggling to keep two
youngsters in hand while flying from
New York to Denver, Mr. Duggan's
impulse was to offer help. The young
mother gratefully accepted, and when
the party alighted in Denver — Mr.
Duggan carrying a bottle sterilizer —
the lady's husband was able to do the
honors. The husband, it turned out,
was Richard McKee, new owner of
KOWB Laramie, Wyo., an MBS af-
filiate.
Page 110
May 20, 1957
ment-freelance advertising consultant, to
Gross-Krasne, Inc., as correlator of national
pub-ad and sales promotion activities. Sandy
Sehaffel, formerly publicist, to same firm.
■< Alfred W. Schwalberg
named to executive staff of
National Telefilm Assoc.,
N. Y., functioning in
overall management ac-
tivities and heading op-
erations of NTA Pictures
Inc., theatrical distribution arm of NTA. He
joins NTA from Artists-Producers Assoc.,
distribution-production company in motion
pictures, which he owned and headed.
Lew Marshall and Edith Vernick, formerly
with MGM, to Animation Inc., as animators.
Bill McGovern and Mark Letherman to
Animation's camera and editing depts.
Robert H. Klaeger, vice president in charge
of tv and industrial film division of Trans-
film Inc., N. Y., resigns effective June 1.
TRADE ASSNS.
J. Howard Schumacher Jr., NBC Develop-
ment Laboratory technician, appointed staff
engineer for Society of Motion Picture &
Television Engineers, effective June 10. He
succeeds Henry Kogel, resigned.
EDUCATION
Dr. Herman B. Wells, president, Indiana U.,
elected for five-year term to board of direc-
tors of Educational Television & Radio
Center, Ann Arbor, Mich.
Meryle Renie Evans, former supervisor of
public relations for New York Historical
Society, named administrative assistant for
promotion and public relations of Metro-
politan Educational Television Assn., N. Y.
PROGRAM SERVICES
Edward R. Robinson, for several years in
market research department of Colgate-
Palmolive Co., to C. E. Hooper Inc., N. Y.
Broadcasting • Telecasting
PROFESSIONAL SERVICES
M Warren L. Ganong,
management consultant, to
Public Relations Coun-
selors Inc., Pittsburgh, as
managing director of firm's
new management consult-
ant division.
Boyd W. Lawlor, former general manager of
WWCA Gary, Ind., appointed vice presi-
dent and director of station relations for
Overland Adv. Inc., new station promotion
agency located at Bay Shore, L. I., N. Y.
Verna M. Kline appointed head of radio-tv
at Walter E. Kline & Assoc., public rela-
tions firm, in charge of all broadcast ac-
counts handled by organization in N. Y.,
Chicago and L. A. Mrs. Betty Ann Bell will
assist Miss Kline in her new duties.
Robert E. Norton, research analyst, to
Market Data Assoc., Carthage, Mo., as
research analyst, and Frank R. Lawrence,
freelance commercial artist, to firm as art
director.
Paul Baron, formerly program supervisor
for WMGM New York, appointed director
of advertising, radio and tv, for Henry
Schapper agency (personnel), N. Y.
Max K. Lerner resigns from SESAC to enter
private law practice with offices at 145 W.
57th St., N. Y.
MANUFACTURING
Frederick A. Schaner, with Air Assoc. Inc.,
to Daven Co., Livingston, N. J., as chief
engineer.
Walton Ayer, chief en-
gineer, WBEC Pittsfield,
Mass., to Gates Radio
Co., Quincy, 111., as sales
engineer.
Howard A. Baldwin, manager of govern-
ment service department, RCA Service Co.,
Tucson, Ariz., named administrator of
atomic energy services.
William J. Voss, purchasing manager of in-
dustrial relations department, general super-
intendent's department and general quality
control at Allen B. DuMont Labs, takes on
additional duties as director of purchasing
for industrial and tv tube divisions of com-
pany.
■< Jack McGrew, assistant
manager - national sales
manager, KPRC Houston,
named station manager of
KPRC-AM-TV.
Elliot Motschenbacher, formerly commercial
manager of KRXL Roseburg, named vice
president-station manager, KWTN Ashland-
Medford, both Ore., succeeding Larry
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May 20,1957 • Page 111
PEOPLE
Never
Be sure to shoot
IN COLOR ...
You'll be glad you did
PRESIDENT-General Manager Richard
M. Fairbanks of WIBC Indianapolis
talks shop with a second-generation
broadcaster, Tony Fairbanks. The lat-
ter joined the mobile news department
of his father's firm last month after
two years' Army service. Tony Fair-
banks is raising another potential
WIBC staffer, his own small son, Scott.
Gordon who recently purchased KWIL Al-
bany, Ore.
C. S. (Chuck) Shulda, local sales manager of
KERG Eugene, Ore., has been promoted to
national sales manager. Bill Karl of station's
sales staff succeeds him.
Robert G. Artman, formerly station engi-
neer at WJZ-TV New York (now WABC-
TV), appointed chief engineer at KTVR
(TV) Denver, Colo.
Dave MacNeill, staff manager, KCBH Bev-
erly Hills, Calif., to WCRB-AM-FM Boston
as news-public affairs director.
Jack Macdonald, freelance writer, to WTIX
New Orleans as continuity director.
Bernie Ebert, production supervisor of
KTLA (TV) Los Angeles, resigned to open
advertising agency, Bernie Ebert & Assoc.
Inc., Hollywood, concentrating on tv-radio
advertising.
Getz Crenshaw, formerly owned advertising
agency, to WDIA Memphis sales staff.
Norm Wallace, veteran writer, to KOIN
Portland continuity department.
Doug Duperrault, formerly Program Direc-
tor, KRBB-TV El Dorado, Ark., to KTBS-
TV Shreveport, La., as staff announcer.
Jerry Dunphy, formerly news director.
WXIX Milwaukee, to WBBM-TV Chicago,
as staff announcer.
Bill Dupree, disc jockey, WEBB Baltimore,
to WLIB New York, as disc jockey.
Adelaide Moffett, singing star-recording
artist, to WEOK Poughkeepsie, N. Y.. as
hostess of Women's Page and disc jockey-
singer on afternoon program.
Roger W. Clipp, vice president, Triangle
Publications Inc., radio-tv division, elected
trustee of Pennsylvania U.
Clyde R. Spitzner, local commercial man-
ager-board member, WIP Philadelphia,
elected to board of trustees, Susquehanna
U., Selinsgrove, Pa.
Ken Brandt, director at KARD-TV Wichita,
Kan., father of girl, Gretchen Ann.
Joe Yoklavich, assistant director, KNXT
(TV) Hollywood-CBS Television Pacific Net-
work, father of boy, Joseph Lewis, April 28.
REPRESENTATIVES
Robert M. Jones, formerly actor-director at
Playhouse and Karamu Theatres, Cleveland,
Ohio, to KYW-TV, same city, as associate
director.
George C. Mirras, pro-
motion manager, WOW
Omaha, named to newly-
created position of sales
development manager for
WOW-AM-TV.
■** Carl Uhlarik, formerly
with United Press and
Buchanan-Thomas Adv.
Co., returns to WOW as
promotion manager suc-
ceeding Mr. Mirras.
Bruce Cox, assistant di-
rector of special broadcast
Cincinnati, named direc-
tor of special broadcast
services for WLWI (TV)
Indianapolis. Both stations
are owned by Crosley Broadcasting Corp.
Maurice Corbett to WTVJ (TV) Miami as
merchandising director.
Byington F. Colvig, di-
rector of sales promotion,
CBS Television Spot Sales,
N. Y., to Chicago office
as account executive.
Tom Boise, manager of KSFD San Diego,
resigned to join L. A. office of John Blair &
Co., as account executive.
Don Waterbury, formerly of WOR and of
WABD (TV) New York to Broadcast Time
Sales, as salesman.
Jack Mohlcr, director of sales development
with CBS-TV, to Blair-Tv, N. Y., as account
executive.
Fred Ursel, sales staff, CKSL London, Ont.,
named retail sales manager.
INTERNATIONAL
•< Stan Moncrieff, public
relations department,
Trans-Canada Airlines,
Montreal, to CHUB Na-
naimo, B. C, as public
relations director.
Page 112 • May 20, 1957
LI your
Aunt Abby. . . too far I
ale
Chi
THE EYE-CATCHERS
IN TELEVISION ART
FOR DETROIT — or more specifically, Ford Motor Co. — good de-
sign pays off in other places besides the dealer's showroom. Next
Monday noontime, Ford — on behalf of its Ford and Lincoln divi-
sions, through J. Walter Thompson Co. and Young & Rubicam,
respectively — will take top honors in the television category of the
36th annual National Exhibition of Advertising and Editorial Art
and Design.
From Monday afternoon (today) through June 7, at New York's
Waldorf-Astoria Hotel, the public may view these two winners and
others picked out of a total of 13,848 entries representing all media.
The seven tv awards were drawn from a pool of 409 also-rans.
The 1957 exhibit is coincident with the second annual Visual
Communications Conference (May 27-29) which this year will play
host to many industry leaders from the fields of art, research and
broadcasting. Among the speakers will be radio-tv critic Gilbert
Seldes, Donahue & Co. Executive Vice President Walter Weir and
motivation research expert Pierre D. Martineau.
According to Arnold Roston, former MBS art director and now
an art director at Grey Adv., New York, who this year serves as
exhibition chairman, it took four "back-breaking weeks" to run
through the entries and hit upon those which, in the jury's eyes,
"performed their function as advertisements within the framework
of good art and design." Mr. Roston admitted that in its delibera-
tions, the jury (see picture) tried to have "as little as possible" to
do with sales impact or the actual effect of each particular ad upon
the consumers it was designed for. "We were more interested," he
noted, "in good taste and brilliance of conception and execution."
The winning entries appeared over the 12-month period beginning
Feb. 15, 1956.
Conspicuous by their absence this year were the two Piel Bros,
who won the 1956 special tv medal [B»T, June 4, 1956], but
their places have been well taken over by the small fry. Leading
the pack is "Small Chinese Baby" struggling masterfully through
a bowl of shimmering Jell-0 and armed only with chopsticks. Be-
hind him is the "typical" American youngster through whom
Prudential Insurance Co. of America sells parents on annuities
and the pint-sized version of Hopalong Cassidy whose biggest bat-
tle is against breakfast cereal until the day he's finally won over
to Maypo.
In the show-titling or promotion category, NBC beat out CBS
two-to-one, but the two networks tied each other in the non-broad-
cast category of print advertising and sales promotion (see side-
bar).
There were few "new trends" this year. The "relaxed sell" re-
mains triumphant, which proves again that in advertising, one pic-
ture many times speaks louder than a handful of copy.
Also up for applause were the efforts of two of the networks in
the promotion-graphic arts field. CBS Inc., on behalf of its record-
ing subsidiary, Columbia Records Inc., received a gold medal for
an "LP" record album; it also won a certificate of merit for a
CBS-TV advertisement drawn by Ben Shahn for See it Now. Its
Washington, D. C, affiliate, WTOP-TV copped a certificate of
merit for artist Robert Osborn's portfolio, "Capital Types," mailed
earlier this year to advertisers and agency executives. NBC-TV
won two certificates, both in the category of promotion. One was
for the network's Kraft Television Theatre colorcasts, the other —
a mailing piece — on behalf of Queen for a Day.
THE FIRST CHOICES
1
LINCOLN
TOP AWARD: for design of complete tv unit, live film commercial,
to art director Stephen O. Frankfurt, producer-director William S.
Muyskens, and Wilding Productions Inc. Advertiser: Lincoln Div.,
Ford Motor Co., Detroit, Mich., and placed through Young &
Rubicam, New York.
Page 114 • May 20, 1957
TOP AWARD: for design of complete tv unit, full animated film, to
Bill Melendez (director); Chris Jenkyns and Sterling Sturtevant
(copywriter and designer); Bill Littlejohn (animator), and Play-
house Pictures Inc. (producer). Advertiser: Ford Div., Ford Motor
Co., Detroit, through J. Walter Thompson Co., New York.
Broadcasting • Telecasting
SEVEN THAT WON
CERTIFICATES
OF MERIT
For design of complete unit, full animated
film commercial: art director John Hub-
ley of Storyboard Inc. Artists: Emery
Hawkins and Mr. Hubley. Advertiser:
Heublein Inc. (Maypo Oat Cereal), Hart-
ford, Conn., through Bryan Houston Inc.,
New York.
For tv editorial art, show titling: NBC's
Edward J. Bennett and Guy Fraumeni
for NBC-TV's Hallmark Hall of Fame.
Advertiser: Hallmark Cards Inc., Kan-
sas City, through Foote, Cone & Belding,
New York.
For design of complete unit, full animated
film commercial: art director Sonia Lis-
ker, artist Maurice Sendak and Ray Patin
Productions. Advertiser: Jell-O Div.,
General Foods Corp., White Plains,
N. Y., through Young & Rubicam Inc.,
New York.
For design of complete unit, live film
commercial: art director Larry Parker,
producer Hal Mathews and Warner Bros,
(photography). Advertiser: RCA Vic-
tor, through Kenyon & Eckhardt, New
York.
For design of complete unit, live film
commercial: art director Leslie Silvas,
photographer Mike Elliot and production
firm of Elliot, Unger & Elliot. Advertiser:
Prudential Insurance Co. of America,
Newark, through Calkins & Holden, N.Y.
For design of complete unit, tv promo-
tional art : art director-artist Georg Olden,
prepared for CBS-TV's adult western,
Gunsmoke.
For tv editorial art, show titling: NBC's
Edward J. Bennett and Harvey Schmidt
for the NBC-TV Opera Theatre's presen-
tation of Puccini's "La Boheme."
THE MYOPIC LOOK reflected in the eyes of the judges comes after having viewed
over 500 individual tv art entries. Judges are (bottom row) Lou Dorfsman, CBS
art director; Chris Ishii, UPA New York; Jack Goodford, UPA New York; Edward
Bennett, NBC-TV scenic & graphic design supervisor; (second row) Victor Sandak,
Color Illustration Inc.; Bill Duffy, tv art director, McCann-Erickson; Norman
Mullendore, art director, Sullivan, Stauffer, Colwell & Bayles; Ralph Koch, partner,
K&W Films; Ray Lind, art director, Benton & Bowles; (atop ladder) Robert C.
MacKichan, NBC-TV manager of art and design.
Other judges (not shown) are Larry Parker, art director, Kenyon & Eckhardt;
John K. Hubley, president, Storyboard Inc.; Jack Sidebotham, art director. Young
& Rubicam, and Norman Tate, art director, N. W. Ayer & Son.
iffli;aiSi:iW:»i:S;:i
mmmttmmmmmsms.
G Broadcasting
Telecasting
May 20, 1957 • Page 115
OPINION
THE RISE IN THE FALL
OF NETWORK PROGRAMMING
WHAT is the meaning behind the drastic revision in tv net-
works schedules next fall? Leonard H. Goldenson, president
of American Broadcasting-Paramount Theatres Inc., speaking
in New York last Wednesday at the Radio & Television
Executives Society weekly luncheon, answers this question in
a talk entitled, "Television's Better-Balanced Diet." Mr.
Goldenson says the networks next fall will offer the most
variety ever in programming; ratings are not the whole
picture; that change brings creating; the audience is becoming
more sophisticated, and that the "showmanship" content of
public service programs must be improved.
NEXT SEASON the television viewing public will have, a very dif-
ferent menu from the one which they have had this past year.
In prime evening time there is only one single half-hour when all
three networks plan to offer the same shows next season that they
offer today. That single half-hour which is status quo, incidentally,
is Wednesday 9-9:30; NBC will have Kraft Theatre; CBS will
schedule The Millionaire; and ABC will program Ozzie and Harriet;
Every other slot in prime time is seeing some program change by
at least one network, and sometimes by all three. I think this is
very good. It is a testimony to the tremendous creative urge of our
program cooks, who are seeking new ways to please the public palate.
It is a tribute to the value of competition and the benefit it brings
to the public at large, to stations and to advertisers.
Next year's programming, I'm sure, will be the best ever. It will
build on the remarkable record of achievement that the networks
made this year. To look at the program prospect for next year, just
from the standpoint of variety, the many different kinds of dishes
that are offered . . . the three networks will offer 20 different kinds of
programs.
The payoff for this greater variation in menu, this more balanced
diet offered to the television viewer, is the broadening base of tv,
its even deeper penetration into the lives of everyone.
The proof: More hours are being devoted to television by the
typical home today than last season — to be exact, 5 hours and 38
minutes per day. (That's an October-to-March Nielsen average.) And
another interesting point is that the typical network program this
season has a Nielsen rating of 24.4 — a higher rating than the aver-
age program of last season — this despite increased competition. This
increase, even though sets-in-use figures have remained steady, in-
dicates that the public is hardly dissatisfied with network program-
ming, as some critics have claimed.
ABC Strategy: Counter-Program Against Competition
It is understandable that the greater variety of programs offered
to the public, the larger will be television's total audience. We at
ABC have followed a policy of counter-programming — that is, of-
fering the kind of show which the other networks are not program-
ming in the particular time slot. But, more than that, the principle
of counter-programming means working and experimenting to de-
velop a kind of show not available at any time on other networks.
A network's primary objective in selecting most of its programs,
but not all, is to choose those it believes will appeal to the most
viewers — always subject, of course, to the dictates of good taste
and public welfare.
But there are many publics. The executives who help shape our
television programming policies— and I include those in talent agen-
cies and advertising agencies — are well aware of the preferences of
those segments of our viewing pop-
ulation whose tastes differ from the
mass audience — or, rather, whose
tastes are a little ahead of the mass
audiences. Networks and stations
present — in addition to mass-appeal
shows — programs of relatively
lesser appeal, which add to the rich-
ness and fulfillment of our lives.
They will do so, I believe, not
merely out of their sense of show-
manship and public service, but also
because it is good business practice
to present a varied and well-bal-
anced schedule. It is sound market-
ing strategy, as research data show.
The day when we just count noses — and judge a program only on
its rating — will be a very sad one for the industry. Circulation alone
is too mechanical a basis for judgment. It leaves out many of the
human elements in the equation- — the emotional appeal of the pro-
gram, the nature of the program as a framework for commercials,
its merchandising and promotional values, its impact on special
segments of the audience the advertiser wishes to reach, and the
kind of image and personality the advertiser is trying to create. And
it leaves out many of the business factors in the equation.
If our goal is merely big numbers, we would end up with copy-
cat programs. There would be nothing fresh, no new formats, no
new faces — just carbon copies of the big shows — pale reflections of
/ Love Lucy, synthetic Lawrence Welks and "me-too" westerns.
And very soon the program pool would dry up, the virus of same-
ness and monotony would sap the strength of television. This follow-
the-leader game would lead to a downward spiral. ,
Fortunately, for every advertiser who wants a "program with a
track record" there is one who wants a new property or a new per-
sonality. So there is change, and the next season more change than
usual. And it is directed change, movement in the direction of a
bigger and more varied menu, more of the smorgasbord, less of the
ham and eggs.
As the program spectrum expands, as we offer a broader variety of
shows, the interesting thing is that we find more programs with spe-
cial appeal, more programs with ideas, more programs that might
be termed public service.
At first glance, the basic function of our television industry ap-
pears to be entertainment. But we actually have a double function —
to entertain and inform.
Walt Disney has expressed the philosophy well. He said:
"In the discovery of knowledge, there is great entertainment — as,
conversely, in all good entertainment there is always some grain of
wisdom, humanity or enlightenment to be gained."
Walt's concept is, I feel, the key to my second point — the
steadily rising quality of tv programming. Each week the three
networks telecast many hours of programming that meet the
highest standards of culture, journalism and dramatic art. There
is ballet . . . the fine music of a Voice of Firestone . . . the news
interpretation of the Ed Murrows and John Dalys . . . the stimulat-
Page 116 • May 20, 1957
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OPINION
ing coverage of a development in the field of health . . . first-
rate plays . . . discussion of public issues . . . the list of good and
stimulating program fare is long and growing, and resembles
the combined output of book publishers, the theatre, motion pic-
tures and the concert hall.
Tv and radio are not in competition with Broadway, Hollywood
and Publishers Row. We are partners in contributing to cultural
and civic life.
Audiences today are not merely willing, but eager to be in-
formed. Our audiences are better educated, more sophisticated
and more desirous of knowledge than ever before. I think that
we in the tv industry can take a great deal of credit for helping
bring this about. But we also must keep pace with the public's
growing maturity.
Many advertisers are now selling their products through com-
mercials that several years ago would have been considered far
too sophisticated for a mass medium. The Piel's beer campaign
featuring Bert and Harry, the new Waldo messages for Dodge
[B«T, May 6], the commercials produced in modern cartoon
technique — all point up advertisers' awareness of the public's
growing sophistication.
Programming of shows that respect the public's intelligence and
curiousity about the world we live in, about art, science, and
social relationships, is necessary. Television needs such shows be-
cause vast numbers of our viewers want them. We wouldn't be
good businessmen or good showmen if we passed by the oppor-
tunity to provide such programs.
Showman & Journalist: Common Objectives
If we are showmen, we are also journalists. There is a thinner
line between the showman and the newsman than we sometimes
think. Both work to satisfy the same human hunger — curiosity, the
need to know, the desire to be there as something happens.
If the showman in us is sometimes disappointed in the ratings
of a public affairs program, we should remind ourselves that
ratings are merely a measure of relative popularity. In the ratings
vortex in which we are sometimes drawn, we often forget that
what looks like a tiny drop in the Trendex bucket may really be
quite a splash!
Recently, the Trendex rating of one of our public service shows
was a 3.0. Standing all by itself, that was a mighty small figure.
But nationally this show reached some 1.5 million homes — some(i
3 million viewers. And that's a sizeable audience compared to thef
number who might read an article on the same subject.
Of course, we can use more qualitative research on program
content — what makes a show of greater appeal to bigger audiences
— and these techniques should be applied in greater measure to
the so-called public service programs. We must raise the show-
manship content of these programs.
The heart of the matter is that there should not be a separation
between entertainment and information programs.
Sponsorship, Public Service Are Compatible
Very often what we really mean when we label a program1
public service is that it has no sponsor. See it Now, Navy Log and
Air Power, for example, if they had no sponsors, would most
certainly be labeled public service programs. Perhaps, the area
of public service programming is the laboratory from which many
of our best new shows will come. Perhaps John Daly's test kitchens
— which are busy concocting nourishing new dishes — will come
up with public affairs servings that will be big commercial sellers.
But we don't want John to be a salesman; we want him to
remain a newsman, a public affairs man. That's his line.
We at ABC-TV have reached a new stage in our growth. With
men like Robert Eastman, the dynamic new president of our radio
network, with men like Ollie Treyz, the very creative head of the
tv network, we have the manpower and idea power to make a
great forward surge in programming. And because of our growth
in coverage and audience popularity, ABC-TV now has the eco-
nomic basis for more program experimentation, for more shows
in John Daly's public affairs area, for the development of more
new programs with fresh formats, new talent and personalities.
This is one of our chief goals — to cook up the kind of meal
that will increasingly whet the public's appetite for new and better
programs.
As the public demand grows stronger, the networks will provide
even greater quantities of this type of program. There will always
be the bread-and-butter items, but increasingly there will be the
chicken tettrazini of an opera or the delicate pastry of a ballet,
and the many other delicacies to delight a palate exposed to many
kinds of program cuisine. The true significance of the emergence
of ABC-TV is that it gives the public a whole new range.
PLAYBACK
UNFOUNDED ARGUMENTS
JED KOOP, president of the Radio-Tele-
vision News Directors Assn., speaking
May 4 at the annual banquet of the Caro-
lina News Broadcasters.
ARGUMENTS advanced by the press
[against radio-tv participation in news
conferences] are old and specious: the
interviewees, they contend, must be pro-
tected from their own words; the cameras
and microphones get in the way; the re-
porters do not want to be actors.
There is no logical basis for such com-
plaints. Public officials must be responsi-
ble for their statements and reporters
should not gratuitously censor them.
Cameras and microphones need not be
obtrusive, as has been demonstrated
even in courtrooms. And I do not know
one of the 200-odd reporters attending
a presidential news conference, for ex-
ample, who believes he has been turned
into an actor because a camera focuses
QUOTES WORTH REPEATING
on him when he asks Mr. Eisenhower a
question.
IMMUNITY TO ADS
ELLIOTT LEE RICHARDSON, assist-
ant secretary, Dept. of Health, Education
& Welfare, speaking April 29 before the
San Francisco Mental Health Society on
influences that beset people.
WE live in an age of high-pressure adver-
tising. The American public is inured to
the dramatic claim, the compelling statis-
tic, the cool eyes of the white-jacketed
doctor peering from under his head re-
flector as he issues a warning. . . .
It becomes physically impossible for
for us to get through a day without bump-
ing into literally dozens of products, all of
which are, naturally, the biggest, smooth-
est, softest, best tasting and least harm-
ful to the fabrics. After a while we de-
velop immunity. Sooner or later . . .
[such ads] have no more impact than a
softly-settling soap bubble.
IDIOTS' LANTERNS
CASSANDRA, London Mirror Daily
Mirror columnist, whose caustic com-
ments spare few, pens this dim view of
television.
THE United States and Great Britain be-
tween them share 90% of the total num-
ber of the world's television sets.
America has 39 million tv receivers
while we have 5.9 million idiots' lanterns.
Lucky countries like Cuba have only
200,000 of the darn things. Even the
Soviet Union, which you would have
thought turned them out in millions for
the happy, goggling natives to worship
the myths of Stalin, Malenkov and Krus-
chev, have only one set for every 250 of
the population.
The television set links the barbaric
illiteracy of the past with the effete il-
literacy of the present. Cave drawings and
the cathode ray tube have much in com-
mon except that the former were done in
skill while the latter is perpetrated with
ignorance.
Page 118 • May 20, 1957
Broadcasting • Telecasting
CY AVNET
JOE VADALA
TOM PRIESTLEY
ED HATRICK
NBC
cameramen
depend
JESSE SAB
I
SANTINO SOZIO
RV SMITH
the high speed and wide latitude
of Du Pont "Superior" 4!
Speaking for NBC cameramen all over the
world. Mr. Gene Juster. Manager of NBC
Newsfilm. said that Du Pont Superior® 4
Motion Picture Film is the best combination
of wide exposure latitude and high speed they
have found.
News cameramen have to shoot many situa-
tions with only available light and they have
found that '"Superior"' 4 lets them get good
newsreel shots in almost any light. In fact, as
a test of this film's speed, a man was photo-
graphed in a darkroom, holding a lighted match
a foot from his face. With this single light
source, DuPont "Superior" 4 recorded recog-
nizable features.
99 times out of 1 00. these cameramen cannot
afford the luxury of a meter reading before they
shoot. They rely on their experience and their
confidence in the film they use to get a good
picture — and they usually can't go back and try
again. Many of the men assign their own speed
ratings to a film, and NBC has learned to de-
pend on the wide latitude of "Superior" 4 to
handle these varied ratings during processing.
In view of the confidence which NBC's ex-
perienced cameramen, like those shown above,
place in DuPont "Superior" 4. it's not surprising
to find that this fine film is in NBC's film stocks.
FOR FURTHER INFORMATION about Du Pont Motion
Picture Films, ask the nearest Du Pont Sales Office,
or w rite Du Pont Co.. Photo Products Dept.. Wilming-
ton 98. Delaware. In Canada: Du Pont Company of
Canada ( 1956) Limited. Toronto.
Mr. Gene Juster (right) of NBC Newsfilm
and Mr. William Sweet, Du Pont Tech-
nical Representative, discuss the ability
of Du Pont "Superior" 4 to withstand the
high processing temperatures met when
using NBC's "Jiffy" processor.
'iO. U 5- PAT. OFF.
BETTER THINGS FOR BETTER LIVING
. . . THROUGH CHEMISTRY
DU PONT MOTION PICTURE FILM
DISTRICT SALES OFFICES
Atlanta 8. Ga 805 Peachtree Bldg.
Boston 10, Mass 140 Federal Street
Chicago 30. III.. 4560 Touhy Ave.. Lincolnwood
Cleveland 16. Ohio 20950 Center Ridge Road
Dallas 7. Texas 1628 Oak Lawn Avenue
Los Angeles 38. Calif., 7051 Santa Monica Blvd.
New York 11, N. Y 248 West 18th Street
Phila., Pa.. 308 E. Lancaster Ave., Wynnewood
Export ... Nemours Bldg., Wilmington 98, Del.
Broadcasting
Telecasting
.\(ay 20, 1957 • Page 119
Here's all you need to know-
THE BUFFALO EVENING HEWS STATION
success in Buffalo!
The second biggest market in the
nation's biggest-spending state is defined
and digested for you in the new WBEN-TV
Coverage Brochure.
This brochure includes market facts
of the 14 Western New York and four
Northwestern Pennsylvania counties served
by WBEN-TV. It also contains a graphic
coverage map that pin points your total
sales area where 3V2 billions are spent
annually at the retail level. In all, it pre-
sents a clear and concise picture of all you
need to know to stimulate sales thinking
and sales effort.
And to help you reach and penetrate
this huge market the most effective way,
you'll find this brochure brimming with
facts on facilities and service that have
proven to TV advertisers since 1948 that
"TV dollars count for more on Channel 4".
We'll be happy to send you a copy of
this fact-packed brochure. Just write our
Sales Department.
WBEN-TV
channel
4
TH E: PI ON EE R ST A T
CBS in Buffalo
3
WE ST E R N
NEW
Page 120 • May 20, 1957
Broadcasting • Telecastin
7
from HANK FOWNES, vice president & N. Y. manager,
MacManus, John & Adams
DON'T BET YOUR ROLL
ON ONE BIG TV SHOW
THE GAMBLER with his frock coat and string tie is a popu-
lar figure on television dramas these days, but the tv gam-
bler in the grey flannel suit isn't nearly so popular along Madi-
son Avenue. "You can gamble for match-sticks or you can
gamble for gold," to paraphrase the current song hit, "but
if you haven't gambled for those moonlight tv hours, then
you haven't gambled at all." And the odds have never been
steeper.
Never before has there been such a disastrous television
year from a standpoint of show failures. Of all new shows
this season, 69% have been canceled or will be canceled
by season's end. Walter Winchell. Stanley, Noah's Ark and
Hiram Holliday are just a few which have felt the sponsor's
axe. Even Sir Lancelot was unhorsed.
For the first time in years Madison Avenue is echoing to
the tread of network salesmen calling on agencies, instead of
vice versa.
Never before have so many sponsors given up the con-
cept of strong sponsor identification in favor of alternating or
participating sponsorship. Sponsors may miss telling the boys
at the home office about that night on the town with Milton
or Jackie, but they don't have that morning-after feeling so
common with a single show and an unfriendly Nielsen.
Despite the great percentage of flops among shows this
season, the sudden buyer's market and the trend away from
"big" network shows, television as a medium remains as at-
tractive a buy as ever, if properly used. Actually, television's
average cost per thousand remains well in line with other
media.
These problems simply point up the need for shrewd agency
analysis of the right approach to buying television so that a
client may spend his television dollar more efficiently than
the competition. I feel the answer is the circulation concept
or "smorgasbord"' system of television buying.
The "smorgasbord" system, as the name implies, simply
means spending your television dollars in a greater number
and variety of ways, rather than channeling them all into buy-
ing one "big" show. "Bigness" in television might be defined
as keeping up with the competition in relation to show impact.
The "big" show, when it's a hit, is pure caviar, but over the
long run smorgasbord is more nourishing.
As this season's casualty list illustrates, "big" shows are
often as costly as caviar and as impractical on a 52-week diet.
The recent television productions of "Romeo and Juliet" and
"Mayerling" are examples of "big", expensive, good shows
which failed to pay off in audience. In fact, when the ratings
came in some ad men may have followed the example of Mel
Ferrer in "Mayerling" and shot themselves!
Obviously the purpose of any television effort is to reach
as many qualified customers at the lowest possible cost as in
any other medium. Unfortunately this job is made more com-
plicated in tv by three-network competition and formidable
movie programming on local stations. Thus the tv executive
shopping to spend his client's dollars in tv finds himself cast
Henry Gaither Fownes;
b. Pittsburgh, Pa., June
20, 1922; educ. Yale U.
Served with Air Corps
in European Theatre;
joined Benton & Bowles
1946. Went to Fennon
Productions as radio-tv
producer servicing ,
among others, Pontiac
and Cadillac accounts. Joined MacManus,
John & Adams 1950, appointed overall ra-
dio-tv director 1953, became manager of
New York office and vice president at
MJ&A 1955.
not simply as an experienced business man, but as a show
business prognosticator trying to decide what will be a hit.
Moreover, unlike other areas of show business, even with
the best judgment in the world the fate of the tv program
you choose may be determined by any number of factors be-
yond your control.
We had this vividly impressed on us last season when we
bought for Pontiac what seemed to be a foolproof program:
Playwrights' '56. It had one of television's top producers m
Fred Coe; many of the top writers of the medium, and an im-
pressive lineup of stories and stars. A further advantage was that
no established program was slotted opposite us but a revamped
retread of a radio show. Unfortunately for us that radio re-
tread turned out to be the $64,000 Question which topped
everything on tv that season. (It in turn is an example of the
axiom that nowhere is fame so fleeting as on the airways. It
had to up its ante from a paltry $64,000 to $256,000 so that
10-year-old Rob Strom would have sufficient incentive to
keep playing!)
The extent of the gamble in picking a hit tv show is spelled
out in the figures showing that the average cost of a half-hour
weekly show this season was $76,000 for time and talent, and
the hits were few and far between. The big gamble on those
expensive "moonlight hours" pays off in a big way if you hap-
pen to hit a Twenty One, but no one walks into a gambling
casino and puts all his money on double zero.
More and more advertisers who need weekly exposure will
abandon single sponsorship in favor of alternating or partici-
pating sponsorship of different shows. Advertisers who don't
need weekly exposure will tend towards the big show (specials,
spectaculars, etc.) less frequently, often supplemented by spot
schedules to build total unduplicated audience.
Nielsen studies show us that any sponsor identification which
might be lost is more than balanced by the increased cumula-
tive audience (number of unduplicated people seeing a given
commercial), and by the reduction of gamble involved by
spreading dollars over several shows. The circulation concept
is simply an approach to television which will guarantee a
sponsor greater cumulative audience at the least possible risk.
An agency can buy television circulation for a client in a
number of different ways. But whether it be a spot campaign,
an alternate week show, four shows a year, syndication or
a combination of these and other alternatives, the agency must
look for mass circulation in the surest possible way. If "big-
ness" is important to a client, he can achieve it in newspapers,
magazines, or radio, which do not ask him to speculate on
success. Or he can buy occasional "special" shows as we did
with "Richard III" and the pro football championship, which
netted a 41.8 Nielsen. Here the gamble is comparative!)
negligible.
By using this "smorgasbord" system the advertising man
can assure his client strong representation in television and
occasionally a vacation in Las Vegas where he can gamble to
his heart's content.
Broadcasting • Telecasting
May 20, 1957
Page 121
EDITORIALS
Let's Deal in Futures
FILM bartering — the trading of time for programs — has become
a common practice in television.
There is nothing unethical about it as far as we can find out.
But is it good business?
That question should be of serious moment to anyone concerned
with the long-range development of television.
"Good business," it seems to us, is business which not only
makes a profit but also plans a future.
Bartering is profitable, but it is not a means of building strong
foundations. It borrows more heavily from the merchandising
philosophy of an Algerian rug peddler than from that of, say,
General Motors. Orderly growth is not its main goal.
Bartering takes many forms, but in essence it is a method of
unloading film programs that cannot be readily sold for cash
or without special inducements. The film distributor takes at least
part of his payment in time which he then sells to an advertiser.
Stripped of the euphemisms which most of its practitioners use
to describe it, bartering is at best a legal kind of time brokering
and at worst a rate cutting device.
Time brokerage and rate cutting are not the stuff of which
enduring broadcasting structures are built. Radio, it may be
pointed out, almost committed suicide in its infancy because of
time brokering and almost repeated the act years later because
of wholesale rate cutting. Radio resumed its growth in the tele-
vision era only after it began to sell on its merits instead of letting
the customers haggle it nearly to death.
Television may take a lesson from radio. Those who wish to
plan a lasting future for the medium will not include the barter
deal in their plans.
SEN. Alexander Wiley (R-Wis.) last week complained that he
couldn't hear some of his soft-spoken colleagues during de-
bates, and he urged that the Senate chamber be wired for
sound. May we point out that nobody else can hear the Sena-
tors either. It's time the Senate brought itself up to date by
installing a public address system for its own convenience and
admitting radio and television for the public good.
The Wise Course
IT IS NOT going too far to say that toll tv can be written off
as an imminent "on-the-air" threat to free^tv, and therefore
to the public. The FCC, or at least a majority of its members,
has been saved from its own folly by Chairman Oren Harris
(D-Ark.) of the House Commerce Committee.
It was Rep. Harris' timely letter to the FCC [B«T, April 29] that
slowed that agency down and caused postponement of an action
that would have authorized "experimental" subscription-tv, which,
however circumscribed or limited, would have been the opening
wedge for the substitution of a box-office for tv, and the beginning
of the end of free tv.
Then, last week, the prospect for action by the FCC prior to
a full evidentiary hearing was considerably diminished. Four
members of the FCC met with Chairman Harris at their request
to "exchange views." The conclusion the FCC majority reached
was inevitable — that a major question of public policy is involved
and that there is doubt whether the FCC has the legal authority
to decide it without the benefit of legislation.
If, after evidentiary hearing, the FCC majority should conclude
that it does have the authority to authorize subscription tv, the
Commission would still be under mandate to disclose its intentions
to Congress. Hearings take time. And Congress doesn't act quickly
on questions of policy.
Nevertheless, this does not mean that those interested in keeping
free tv service to the public can rest on their oars. The pay tv
proponents are not idle. They have lost only the first round, when
they thought they had victory almost by default. Theirs has been
one of the highest-powered lobbies ever to hit Washington and
the nation. They sold many newspapers on a "what-harm-is-there-
in-giving-subscription-tv-a-trial" editorial kick. They planted pieces
in magazines, and had paid publicists hit the Chautauqua trails.
Proponents in Congress loaded the Congressional Record with
their outpourings.
The professional proponents have too much at stake to quit
Drawn for BROADCASTING • TELECASTING by Sid Hix
"What can 1 do? He's got it tuned to the educational station!"
now. Moreover, the news engendered by the toll versus free tv
fight has been reflected in the prices of Zenith and Skiatron stocks — 1
about which more may be heard in Congress.
Of great significance in the toll tv imbroglio so far is the lessor
taught the FCC. The Commission lately has insisted that Congress
keep its hands off, since it is a "quasi-judicial" agency. That ma)
hold on adjudicatory proceedings, but not on "legislative" matter
or questions of public policy. Congress does the legislating; th<
FCC and the other regulatory bodies created by Congress do th<
administering.
Uneducated Dollars
THE forces of educational television will not be able to blam
the Ford Foundation if they fail to make a go of it.
Perhaps "forces" is too strong a word, since despite their bes
efforts they have yet to occupy 90% of the channels the FC(
surrendered to them five years ago. Be that as it may, the For
Foundation's annual report came out a few days ago showing tha
the foundation allocated more than $8 million for educational t
in fiscal 1956, on top of more than $11 million set aside befor
that [B*T, May 13].
That is a lot of money for a foundation to put into a move
ment — which also may be an exaggerative word in the circurr
stances — that has gone so short a distance on its own. But so Ion
as it is doing it, the Ford Foundation moved largely in the rigt
direction in 1956. For substantially all of the $8 million went t
organizations for the production of programs.
It is in this field — the production of educational programs fc
placement on commercial stations — that the educational tv interesi
can make their greatest contribution. If produced with know-hov
their programs can augment the commercial stations' own educ;
tional and informational shows to the benefit of all.
Even the most vocal advocates of channel reservation must se
by now that their hope of filling the spectrum with education;
outlets was optimistic beyond reason. Meanwhile, more than 20
channels lie useless, shut off by the FCC from any other produi
tivity whatsoever. At the pace established over the past five years-
even if that pace could be maintained — the currently reserve
channels would not be filled by educational operations for 5
years. That would run us into the 21st Century.
The Ford Foundation might find it economical to put just
little of its educational tv money into an independent study of tf
outlook for educational stations. If it did so, it might no longf
have to say, as it does in the 1956 report, that the question <
educational television is "unresolved" and "may remain so for man
years." The foundation could save itself some money that way.
Page 122 • May 20, 1957
Broadcasting • Telecastin
Happy Home Folks" Serve It Texas Style on KPRC-T\ Houston
H
.ouston Gulf Coast viewers like folk music best
when it's seasoned with a Southwestern flavor and served
by popular local personalities. If ratings and results are
measures of effectiveness. Curly Fox and Miss Texas
Ruby have unsurpassed ability to entertain and sell
1 8.8 Nielsen Rating, Nov. "56.1 - 1:30 p.m. I. Their live,
across-the-board half-hour show. "Happy Home Folks,"'
is loaded with top talent who tell your story and sell
your product in a warm, friendly, convincing manner.
Do your client's sales curve a big favor by getting avail-
abilities right away.
KPRC-TV
HOUSTON
CHANNEL
JACK HARRIS
Vice President and General Manager
JACK MCGREW
National Sales Manager
Nationally Represented by
EDWARD PETRY & CO.
KPRC-TV. ..MOST POTENT ADVERTISING FORCE IN THE HOUSTON MARKET
ARIZONA'S
MOST
INFLUENTIAL
TV STATION
The Hottest Station
QUARTER HOUR FIRSTS
ARB April 8 through 14, 1957
Sign On to Sign Off — 477 Va hours surveyed.
NUMBER %
KOOL-TV
Net Station B
Independent Station C
Net Station D
270
92
69
52
56.6%
19.29%
14.47%
10.90%
SHARE OF AUDIENCE, 7 DAYS, SIGN ON-SIGN OFF
KOOL-TV
Net Station B
Independent Station C
Net Station D
ARB FEB '57 ARB APRIL '57
33.5 35.5
23.8 24.8
26.4 22.4
20.7 21.9
PERCENT CHANGE
UP 5.97%
UP 4.2%
DOWN 15.15%
UP 5.8%
In The Hottest Market
PHOENIX METROPOLITAN AREA
Population 539,909
RANKS:
49th IN CONSUMER SPENDABLE INCOME
49th IN TOTAL RETAIL SALES
46th IN FOOD SALES
41st IN DRUG SALES
39th IN HOME FURNISHING SALES
47th IN AUTOMOTIVE SALES
33rd IN FILLING STATION SALES
HOMES WITH TELEVISION 91%
SOURCE: Population: Arizona State- Bureau of Business Services
Market Rankings: Standard Rates & Data
TV Homes: American Research Bureau
HIGHEST POWER & HIGHEST TOWER - GREATEST C0VERAGI
<§> KOOL-TV 10
■ ^% phoeni:
llJ ARIZON
26"
YEA!
B ROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION MAY 27, 1957 35* PER COPY
FCC delays pay tv issue
New paperwork to stall toll tv decision
First quarter spot: radio up 40%, tv up 17%
CBS Radio affiliates balk at Ford deal
Petry's pitch for lower night radio rates
Page 31
Page 34
Page 52
Page 78
Hitch in CBS-Ford plans
What price night radio?
This is another of a series of
full page advertisements
on
behalf of Spot
During 1957 th
Radio,
ese fables
are appearing regularly in
The New Yorker, Printers'
Ink, Sales Management,
Broadcasting ©Telecasting,
and Television Magazine.
en**00
' ^
CHANNEL
o
RICHMOND,
VIRGINIA
GREATEST IN AUDIENCE
BOTH ARB AND PULSE PROVE IT!
WTVR
STATION B
STATION C
WTVR IS
GREATER BY
11.5%
Mon.-Fri. 6 PM-12 Mid. Mon.-Fri. 6 PM-12 Mid. Mon.-Fri. 6 PM-12 Mid.
WTVR GREATER IN TOP SHOWS
8 OUT OF THE TOP 15 PROGRAMS PLUS 6 OUT
OF THE TOP 10 MULTI-WEEKLY PROGRAMS
WTVR GREATER IN COVERAGE
REACHES MORE HOMES MONTHLY, WEEKLY AND DAILY-
DAY AND NIGHT-SEE NIELSEN COVERAGE SURVEY #2
WTVR GREATER IN RESULTS
CONTACT ANY BLAIR TV OFFICE OR WILBUR M. HAVEN!
WTVR-5-8611 -RICHMOND, VIRGINIA |
AVERAGE
SHARE OF AUDIENCE
36.9
WTVR
IS
GREATER BY
26.7%
Now, 18 hours of
with 18 news shows daily on
Lansing, Michigan
say it with music
Oe^ft^ (53rd and 5«h is^s > Published
' 1N VV-- wasnm^ion b. D. C. Entered as second class matter March 14. 1933,
h} ^£1lua«' and July b>' Broadcasting Publications Inx 1735
at Post Office at Washington. D. C. under act of MaTch 3,' 1879.
FOUR IN ONE PLUS
This one television station
delivers four standard
metropolitan area markets plus
917,320 TV sets
1,015,655 families
3Vi million people
$3% billion retail sales
$6% billion annual income
ALTV
LANCASTER, PENNA.
NBC ctnd CBS
STEINMAN STATION • Clair McCollough, Pres. |
Representative :
The MEEKER Company, Inc.
New York
Los Angeles
Chicago
San Francisco
316,000 WATTS
Page 4 • May 27. 1957
Broadcasting • Telecasting
closed circuit
JAHNCKE TO PETRY • Ernest Lee
Jahncke, until last November vice presi-
dent and assistant to president of ABC,
will join Edward Petry & Co., station rep-
resentatives, next month as vice president
and assistant to President Petry. It will be
new position at Petry company, embracing
both radio and television. Martin Nierman,
now tv eastern sales manager, will become
vice president and national sales manager
for tv. William Maillefert continues as vice
president in charge of radio.
B»T
THOMAS E. KNODE, for past two years
vice president in charge of tv and head of
plans board of Petry company, resigned ef-
fective June 1. Mr. Knode is considering
several prospective connections. He was
NBC station relations director before join-
ing Petry.
B»T
FCC SWEEPSTAKES • Two new names
entered speculation last week on FCC
vacancy to be created when Chairman
George C. McConnaughey's term expires
June 30: John S. Patterson, deputy ad-
ministrator of Veterans Administration,
whose principal background is in public
and industrial relations, and George S.
Smith, partner in Washington law firm of
Segal, Smith and Hennessey and president
of Federal Communications Bar Assn. Mr.
Patterson, 54, is native of Illinois and
regarded as conservative Republican. He
served as consultant to U. of North Caro-
lina on fiscal and manpower problems of
educational television before joining VA
in 1954, and also had been with J. P.
Stevens & Co., fabric manufacturers in
North Carolina. Mr. Smith, 56, was with
Federal Radio Commission quarter century
ago and has been in private law practice
since. He's originally from Ohio but now is
registered voter in Maryland.
B»T
STILL on list, in addition to above, are
half-dozen other names. Most prominently
mentioned among holdovers is Samuel L.
Golan, of Chicago, since 1953 U. S. mem-
ber of International Boundary Commis-
sion, strongly supported by Illinois Repub-
licans. Meanwhile, apparently it's not
decided whether new appointee would be-
come chairman or whether incumbent Re-
publican would be "rotated". Comr. John
C. Doerfer, regarded most likely to succeed
to chairmanship, was White House caller
last Monday but, following custom, made
no comment. Best guess was that chair-
manship would not be resolved until after
name of new member is sent to Senate.
B»T
WEAVER DEALING • While formulat-
ing plans for his new tailor-made network
project, Program Service Inc., Sylvester L.
(Pat) Weaver, former NBC chairman, is
also foraging for station acquisition. It's
learned authoritatively that he, among
others, is negotiating for purchase of
WATV (TV) Newark-New York independ-
ent. But there was no indication last Fri-
day that conversations had reached con-
tract stage with anyone and there was also
possibility that WATV may be taken off
market.
B«T
IT'S BECA USE of family situation that
WATV (TV) and its sister am station
WAAT may be sold. Ch. 13 outlet, trans-
mitter for which is located on Empire State
Building along with New York area's six
other stations, reportedly has price tag of
$4 million, with 970 he 5 kw day, 1 kw
night WAAT priced at $1.3 million. Also
involved is building in which properties are
located, valued at $600,000. Properties
are controlled by Irving R. Rosenhaus,
president-general manager, and family,
with Frank Bremer, vice president in
charge of engineering, holding 5%.
B»T
IS INCENTIVE WRONG? Do station
management incentive contracts, providing
over-rides based on business volume,
stimulate "over-commercialization"? Ques-
tion arose at FCC last week in its con-
sideration of routine transfer case involv-
ing sale of station in Middle West wherein
manager had over-ride clause. Several com-
missioners popped off on subject and also
got into horse racing programming in-
volved in case (see editorial, page 122). At
same session, FCC postponed considera-
tion of modified license renewal form de-
signed to eliminate "counting of spots"
which also embraced proposal advanced
by Comr. Craven to drop all questions on
percentages of programs, on ground that
these do not fall within FCC's purview.
FCC, it is understood, will set aside "spe-
cial day" to consider 303 renewal form —
probably sometime next month.
B»T
FCC took another look at long-pending
clear channel case last Friday, in which
is intertwined petition of Daytime Broad-
casters Assn. for increased hours, and de-
cided to study matter for another few
weeks. Likelihood is that case will come
up for indicated action in late June.
BoT
ELIGIBILITY RULES • NBC Radio offi-
cials reportedly have just about decided
what "minimum criteria" will be for ad-
vertiser to qualify for NBC-financed re-
search on effectiveness of commercials,
under network's new "see-for-yourself re-
search plan." Representing some but not
major variation from original indications,
present thinking is that network will re-
quire at least 30 one-minute and 30 half-
minute commercials per week if scheduled
Monday-Friday, or at least 15 one-minutes
and like number of 30-second messages if
placed on weekend Monitor. This is in ad-
dition to requirement that commercials
contain at least one copy point not used
in other media (in order to isolate radio
effectiveness) and that campaign run at
least eight weeks. For those who qualify,
NBC will pay up to $10,000 for sales ef-
fectiveness research tailored to each one's
needs.
B»T
NEW TREND may begin to develop
shortly among national advertisers, now
that prime television network time periods
are closing up: spillover of money from
network to spot. If they're not spectacular-
minded (or spectacular-budgeted), adver-
tisers unable to get into prime periods
with regularly scheduled network series
are expected to lean more and more to-
ward syndicated shows placed on spot basis.
B«T
SEARCH FOR SUCCESSOR » Committee
of three clear channel broadcasters — Harold
Hough, WBAP Fort Worth, Ralph Evans,
WHO Des Moines, and Ward Quaal, WGN
Chicago — named to select successor to
Hollis Seavey, director of Washington
headquarters of Clear Channel Broadcast-
ing Service, if he decides to enter broad-
cast station ownership. Committee first will
seek to dissuade Mr. Seavey from leaving.
B«T
MR. HOUGH, chairman of group, said
last week committee as yet has not con-
sidered any candidates, nor has it any ap-
plications before it. Mr. Seavey, former
MBS newsman in Washington, notified
CCBS members at meeting in Chicago last
month in conjunction with NARTB con-
vention, that he planned to enter station
field to provide for security of his family.
B»T
UNEXPECTED UNANIMITY • Re
garded as near-miracle was unanimous
vote last Thursday by FCC against authori-
zation of subscription-tv on-the-air experi-
mentation, pending further information
and possibly later evidentiary hearing. Few
weeks ago, there were at least four votes
for on-air trial. Unanimous vote emerged
after Chairman McConnaughey pointed
out that 3-3 tie (discounting his own vote)
could cause real trouble since he's leaving
June 30 and new commissioner then would
have deciding vote.
B»T
OFFICIAL reason given by CBS Radio
for sudden trip to Hollywood by network's
programming vice president, Howard
Barnes, is that he's auditioning new net-
work shows for fall season. But it's under-
stood that sudden resignation of West
Coast programming vice president Bill
Froug (see page 48) to join Screen Gems
also played big part in Mr. Barnes' un-
scheduled visit. He reportedly is scouting
for likely successor to Mr. Froug.
Broadcasting • Telecasting
May 27. 1957 • Page 5
"After a morning of
being immersed in a lot
of conflicting ratings,
this feels good."
"I know 5 markets where
the figures don't leave
your head swimming."
In any of these 5 important markets .
Storz Station.
MINNEAPOLIS-ST. PAUL . . . with WDGY.
March, 1957 Nielsen shows WDGY first (NSI
Area, 9 a.m. -6 p.m., Mon.-Sat.) Latest Trendex
ranks WDGY first all day. Latest Hooper and lat-
est Pulse have WDGY first every afternoon. Make
sure you're working with up-to-date data from the
Twin Cities. See John Blair or WDGY GM Steve
Labunski.
OMAHA . . . with KOWH. First all day on
all 3 Omaha surveys. First on latest (March- April)
Omaha Hooper. 40.9"% first place all-day average,
latest Omaha Trendex. 246 out of 264 first-place
daytime quarter-hours, on latest Pulse. Contact
Adam Young Inc., or KOWH GM Virgil Sharpe.
KANSAS CITY . . . with WHB. First per
METRO Pulse, Nielsen, Trendex and Hooper—
. . you get the big audience with the
first per AREA Nielsen and Pulse. 87 'f renewal
rate among Kansas City's biggest advertisers
proves dvnamic sales power. See John Blair or
WHB GM George W. Armstrong.
NEW ORLEANS . . . with WTIX. Month
after month WTIX maintains cr widens its first
place position in New Orleans listening. First on
Pulse (6 a.m. -6 p.m., Mon.-Fri.). And first per
latest Hooper. Ask Adam Young Inc., or WTIX
GM Fred Berthelson.
MIAMI . . . with WQAM. Way out front. More
than twice the audience of the second station,
per latest Hooper. Now Pulse joins Hooper and
Trendex in agreement: All three show WQAM
first-all day! See John Blair, or WQAM GM
Jack Sandler.
HRflflflBfl
TODD STQRZ,
Today's Radio
■ for Today's Si
5 ///rig
President
Page 6 • May 27, 1957
Broadcasting
• Telecasting
THE WEEK IN BRIEF
LEAD STORY
Toll Tv Test Derailed — FCC unanimously votes to stay pub-
lic experimentation pending more complete information.
Putting 1 1 question marks over subscription television, Com-
mission invites comments by July 8. Page 31.
ADVERTISERS & AGENCIES
Pulse Improves It's Media Single Yardstick — Newest re-
finement, setting a cost for a 1.0 rating after putting common
denominator on print circulation and broadcast ratings, ex-
plained by Dr. Roslow. First application of technique used
on Baltimore. New York Pulse session to be duplicated across
the country. Page 114.
Happy Days at MJ&A — MacManus, John & Adams racks
up another $11 million in broadcast billing next season as
General Motors assigns MJ&A agency responsibility for new
$6 million institutional show and as Pontiac Div. quadruples
its broadcast budget. Page 33.
Three Spot Abuses That Stalk
Radio-Tv — Agencyman Emil Mogul,
appearing in B»T, Monday memo,
castigates a growing minority of sta-
tion operators. The charges: over-
loading of commercials, failure to
deliver contracted schedules, and un-
called-for rate increases. The warn-
ing: possible self-destruction. Page
121.
MR. MOGUL
Tv Spot Spending Rises — TvB report shows $116,935,000
spent for spot television time in first quarter, with 23 adver-
tisers above million-dollar level. Investments of 100 top
advertisers are listed, with their comparable network tv figures
as compiled by B»T from PIB. Page 34.
Another Record For Spot Radio — First quarter of '57 was
40.5% above same period last year, Station Representatives
Assn. reports. Jan. -March gross times sales this year: $48.8
million. Page 34.
Truce For Razor Firms — Sperry-Rand agrees to stop com-
mercials that irked Schick into court action. Page 40.
THE FEDERAL FRONT
offense. Sen. Jackson leading probe of existing "leak" situa-
tions; FCC one of agencies to be scrutinized. Page 66.
STATIONS
Time Inc. Formally Takes Over — Closing of Time's $15.75
million buy of Bitner stations announced, raising holdings to
five radio-tv properties. Top echelon realigned. Page 80.
Night Radio Rate Cuts Urged — Edward Petry & Co. says
most of its stations are halving evening radio rates, urges
others to follow suit in move to put new life into nighttime
business. Page 78.
NETWORKS
CBS Radio's Ford Plan Attacked — Head of affiliates group
charges network "invasion" of station time, voices unhappi-
ness with network's sales and program policies. Station Rep-
resentatives Assn.'s chief says it's spot-type selling that will
take money from stations. Page 52.
ABC Radio Alters Programming — William S. Morgan Jr.
named program vp; simulcasts and phonograph records to be
dropped in policy departures under new President Robert E.
Eastman. Page 56.
Hell Hath No Fury Like a Cop Insulted — Los Angeles
police cast out legal dragnet for reformed gangster Mickey
Cohen as latter on nationwide telecast calls chief of police and
colleague "degenerate." ABC-TV says nothing as case heads
toward FCC. Page 60.
ABC Stockholders Assured — AB-PT President Goldenson
at annual meeting says ABC-TV's business volume for next
season already above current business, swipes at toll tv and
has good word for network radio. NBC's Kintner through
proxy challenges Mr. Goldenson's version of why ABC-TV's
profits chart dipped. Pages 54-55.
Yanqui Radio-Tv Protested — Fourteen-month old Galindez-
MurDny cass gets nationwide airing on CBS Radio, elicits
protests from Dominican Republic. CBS-TV's camera eye
belies official Cuban declaration that President Batista faces
no opposition by interviewing rebel forces hiding out in
mountains; Cuban officials turn the other cheek. Page 60.
OPINION
Those Sales Calls Must be Planned — WDEL's McKibben
claims that a surprising amount of sales activity is conducted
on a hit-or-miss basis. He explains his station's fundamental
procedure. Page 118.
Subsidies for Educational Tv — Sen. Magnuson's new bill
in Senate would give each state and territory up to $ 1 million
for educational tv. Page 64.
Film Firms Must Testify — FCC's Cunningham refuses to
quash subpoenas so seven film companies will have to appear
at Network Study Group hearing today (Monday) in New
York with their financial records. Page 68.
What About The Daytimers? — Sen. Morse again queries
FCC about daytime broadcasters' petition to ease sunrise-to-
sunset restrictions. Page 72.
DEPARTMENTS
Sealing Federal Leaks
advance disclosure of
— Big push on to pass law making
federal agency decisions criminal
ADVERTISERS & AGENCIES . . 33
AT DEADLINE 9
AWARDS 94
CLOSED CIRCUIT 5
COLORCASTING 102
EDITORIAL 122
EDUCATION 98
FILM 44
FOR THE RECORD 99
GOVERNMENT 64
IN PUBLIC INTEREST . . : 28
IN REVIEW 22
LEAD STORY 31
UPCOMING . . .
MONDAY MEMO 121
NETWORKS 52
OPEN MIKE 15
OPINION ..118
OUR RESPECTS 26
PEOPLE 108
PERSONNEL RELATIONS 62
PLAYBACK 118
PROFESSIONAL SERVICES 97
PROGRAM SERVICES 90
RATINGS 40
STATIONS 78
TRADE ASSNS 92
107
Iroadcasting • Telecasting
A-Zrtv 27. 1957
Paae 7
KHHI
8
WHEN
MEREDITH
SYRACUSE
TELEVISION CORP-
l0l COURT STREE
" " n mpW YORK
T| SYRACUSE 8, NEW
£ B S
j ^obiein for
, a good P1 u „
vation resea afternoon Kay of
nf our veeVcday ai luT>e to w
Ka7 Larson, ^250^^^^%^ -^^^^
36nt Si postmarked less
made- an exotic J-«® -i 3 atten-
able to ruii 0r do our
dUrln6 , „tte of motivation ^esea
. , full ^ovle^g^t sincere sales™ ercial
Ve don't profess full proficient s^ MenZies our^ ^ t0
simply ^if^at K^ ana^voted.h ay.ouiyoW ltefflS)
contact exo
^ Cordially'
Paul Adanti
*tce President
,f ESSFOl ARMING MAGAZINE
„„cklc AMD SUCCESS?^
,^UFt AND GARDENS ANu
I LI AT ED WITH BETTER
MEREDITH STATIONS
KCMO and KCMO-TV,Kansas City • KPHO and KPHO-TV,Phoenix
WOW and WOW-TV, Omaha • WHEN and WHEN-TV,Syracuse
Page 8
May 27, 1957
Broadcasting • Telecasting
at deadline
FCC Appoints Cowgill
Broadcast Bureau Chief
HAROLD C. COWGILL, chief of FCC
Common Carrier Bureau since December
1954, Friday named chief of Broadcast
Bureau, succeeding Edward F. Kenehan,
who r&signed to join Washington law firm
(see story page 97). Named acting chief of
Common Carrier Bureau was John R. Lam-
bert, chief of bureau's telegraph division.
Mr. Cowgill first entered government serv-
ice with Interstate Commerce Commission
in 1929, moved to FCC in 1935 and in 1944
joined Washington law firm of Segal, Smith
& Hennessey. In 1952, he left Washington to
build and operate WTVP (TV) Decatur, 111.,
his home town, returning to FCC in 1954.
Three Weiss Clients Buy Heavy
In NBC-TV Sat. Night Slots
PUREX CORP., Mogen David Wine Corp.
and Helene Curtis Industries have sewed up
alternate Saturdays in CBS-TV fall pro-
gramming block (7:30-9:30 p.m. EST), rep-
resenting estimated $8 million time and
talent expenditures for clients of Edward
H. Weiss & Co. (formerly Weiss & Geller
Inc.), Chicago agency reported Friday.
Spread includes Perry Mason, for Purex
Corp. (Blue Dutch cleanser, Sweetheart
soap), 7:30-8:30 p.m., alternate sponsor to
be set (but not Helene Curtis, as reported);
Sheldon Reynolds' Dick And The Duchess,
for Mogen David 8:30-9 p.m. (no co-spon-
sor yet), and Gale Storm (Oh Susanna) show,
renewed for Helene Curtis, 9-9:30 p.m. with
Nestle Co. (through Bryan Houston).
NBC-TV to Replace 'Home'
NBC-TV's magazine-format program,
Home, weekdays 10-11 a.m. since March 1,
1954, will be discontinued late this summer
and replaced by two half-hour programs,
it was announced Friday by Manie Sacks,
NBC vice president, television network pro-
grams. Home hostess Arlene Francis will
be featured in half-hour variety show in
one period with other program not set.
Network also considering another nighttime
period for Miss Francis. Mr. Sacks said that
while Home is being dropped from regular
daytime schedule, "there are plans to present
the program with the many special services
it has developed as one-shot features on
various Sunday afternoons."
Kanaga Joins General Artists
LAWRENCE W. KANAGA, resigning as
vice president and general manager of RCA
; Victor Record Div. (early story, page 91),
named president of General Artists Corp.,
talent, program and show business agency,
effective June 1. Tom Rockwell, founder
and president of GAC, becomes board chair-
man. Milton Krasne and Art Weems con-
tinue as executive vice president and vice
president-general manager, respectively.
Schlinkert, Bevington Named
To Head WBRC-AM-TV
TOP executives for WBRC-AM-TV Bir-
mingham, Ala., which was taken over last
week by Radio Cincinnati Inc. (WKRC-AM-
TV), announced Friday by Hulbert Taft
Jr., president. Robert T. Schlinkert, re-
cently assistant general manager-general
sales manager of WKRC-TV, heads WBRC-
TV as general manager. Richard L. Beving-
ton, WKRC radio salesman, becomes gen-
eral manager of WBRC radio.
Birmingham stations, bought from Storer
Broadcasting Co. last month for $6 million
[B*T, April 8], are now incorporated under
Alabama law as WBRC Inc., with Radio
Cincinnati holding majority interest. Mr.
Taft is president of WBRC Inc. Radio Cin-
cinnati is paying $350,000 additional fee
spread over five years to Storer for agree-
ment not to take part in broadcast or enter-
tainment business in Birmingham and not
to take away employes of WBRC-AM-TV
except two general managers (see Storer
Philadelphia story page 86). Transfer of
Birmingham stations was approved May 8
by FCC. Radio Cincinnati also operates
WTVN-AM-TV Columbus, Ohio, and has
30% interest in WBIR-AM-TV Knoxville,
Tenn.
NARTB Group Holds Session
On Radio Transmission Tariffs
LONG range objectives to bring charges
and quality into line with new radio opera-
tions formulated Friday at meeting of
NARTB's Radio Transmissions Tariff Com-
mittee. Committee explored tariffs, services,
and quality in line with indication AT&T
ready to consider suggestions, also visited
with FCC common carrier officials. Plan
will be submitted to June meeting of entire
Radio Board.
Present were: Earl M. Johnson, WCAW
Charleston, W. Va., chairman; Joseph M.
Boland, WSPT South Bend, Ind.; George
C. Hatch, KALL Salt Lake City; Lawrence
Gumbinner, CBS; Leslie Learned, MBS;
Frank Marx, ABC, and Lud Simmel, NBC.
St. Louis Ch. 2 Stay Asked
ANOTHER move in fight against ch. 2
KTVI (TV) St. Louis — operating tempo-
rarily on that vhf frequency pending out-
come of regular competitive hearings — has
been made. KWK-TV St. Louis, CBS af-
filiate on ch. 4, asked U. S. appeals court
in Washington to stay temporary authority,
at same time review FCC action last month
dismissing KWK-TV protest against KTVI
operation.
KFAB Names Petry
KFAB Omaha will be represented nation-
ally by Edward Petry & Co., effective June
1. Station, 50 kw and affiliated with NBC,
is managed by Lyell Bremser.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business: for earlier news, see Adver-
tisers & Agencies, page 33.
READY WITH $2 MILLION • Nestle
LeMur Co. (Harriet Hubbard Ayer Cos-
metics), N. Y., which last week appointed
Product Services Inc., N. Y., to service
broadcast activities, looking for availabilities
in approximately 100 markets for satura-
tion spot campaign to start in July. Over
$2 million allocated for drive.
DIAMOND FACET • Diamond Match Co..
N. Y., going beyond matchbook advertis-
ing and using combination of radio, televi-
sion and newspapers to introduce new prod-
uct, Diamond Charcoal Briquets (fuel for
outdoor cooking). Company using radio
spots in three markets and television spots in
15. Schedule will run until July 2. Doremus
& Co., N. Y., is agency.
SUMMER SCHEDULE • Crown Central
Petroleum, Baltimore, buying radio spot an-
nouncement schedule to start June 3 for 26
weeks through Al Paul Lefton, Philadelphia.
SPECTACULAR TIME • Bulova Watch
Co., N. Y., buying its first spectacular — June
1 on NBC-TV, 9-10 p.m. EDT. Entitled
Five Stars for Spring, show will feature
Patti Paige, Nat "King" Cole, Andy Wil-
liams, June Valli, Rickie Nelson, Bud Col-
lier, Harry Sosnick and orchestra with Gor-
don Macrae as special guest. McCann-
Erickson, N. Y., is agency.
LOOSENS THE VISE • Sterling Drug,
N. Y., -will occupy evening berth on NBC-
TV for first time in firm's history when it
starts next fall Fri. 7:30-8 p.m. EDT mys-
tery show as yet untitled. Sterling will re-
linquish its Fri. 9:30-10 p.m. ABC-TV time
(The Vise) early in June. Dancer-Fitzgerald-
Sample, N. Y., is agency.
NEW SLOT • Campbell Soup Co., Camden.
N. J., will move On Trial out of NBC-TV
(Friday, 9-9:30 p.m.) to ABC-TV (Fri.,
10-10:30 p.m. EDT). Meanwhile Lever
Bros., alternate-week sponsor of On Trial,
expected to remain with NBC-TV and at
least two other advertisers are in line for
alternating period. Negotiations underway
for show for that spot.
TIDEWATER ACTION • Tidewater Oil
Co., N. Y., placing tv spot announcements
in 21 markets starting end of May for six
weeks. Buchanan & Co., N. Y., is agency.
SPOTS ON CAMELS • R. J. Reynolds To-
bacco Co., Winston-Salem, N. C, is request-
ing stations to extend current radio spot
schedule for Camels through end of year,
though advertiser's plans not yet firm on
duration. William Esty Co., N. Y., is agency.
Broadcasting • Telecasting
May 27, 1957 • Page 9
PEOPLE
at deadline
$215,000 WMEX Sale
Filed For FCC Approval
SALE of WMEX Boston for $215,000 filed
Friday for FCC approval. Maxwell E. Rich-
mond and Robert S. Richmond (brothers)
are buying 5 kw independent on 1510 kc
from New England Radio Corp. (William
S. Pote, president-general manager).
Richmond brothers own Philadelphia ad-
vertising agency and WPGC Morningside
and WRNC (FM) Oakland, both Md.
WMEX balance sheet, dated April 25, listed
as current assets $36,294, total assets $220,-
246, current liabilities $68,716 and capital
stock and surplus $120,447.
WQOK Sold For $125,000;
WMBH Goes For $1 10,000
TWO radio station sales announced Friday,
both subject to FCC approval:
WQOK Greenville, S. C. (5 kw, 1440 kc,
CBS), sold by Albert T. Fisher and Joe Spei-
del III to James A. Dick and wife for
$125,000. Broker: Blackburn & Co. Mr.
Dick also owns WIVK Knoxville, Tenn.;
Messrs. Fisher and Speidel own WPAL
Chanpston and WOIC Columbia, both S. C.
WMBH Joplin, Mo. (250 w on 1450 kc
MBS), sold by D. J. Poynor and associates to
Herbert Lee and Don O'Brien, owners of
WKTY La Crosse, Wis., for $110,000.
Transaction through Allen Kander & Co.
WMBH will be owned 70% by Mr. O'Brien,
30% by Mr. Lee. WKTY is owned 70%
by Mr. Lee and 30% by Mr. O'Brien.
FCC Approves Two Sales
FCC approved two major station sales Fri-
day: ABC-affiliated ch. 11 WTVD (TV)
Durham, N. C, transferred from Durham
Broadcasting Enterprises Inc. (WDNC Dur-
ham, Harmon L. Duncan and J. Floyd
Fletcher) to Durham Television Co. for
less than $1.5 million. New owners (Frank
M. Smith, Lowell Thomas, others) own
WCDA (TV) Albany, N. Y.; WCDB (TV)
Hagaman, N. Y.; WCDC (TV) .Pittsfield,
Mass. WAPL Appleton, Wis. (1 kw day-
time on 1570 kc) assigned from Bartell
family to WAPL Radio Inc. (Connie For-
ster, president) for $100,000. This leaves
Bartells with WMTV (TV) Madison;
WOKY Milwaukee; WAKE Atlanta, Ga.;
KCBQ San Diego, Calif.; KRUX Phoenix,
Ariz.
Stuart Elected Pres.-Board Chmn.
HAROLD C. STUART, executive vice presi-
dent of KVOO Tulsa, Okla., elected presi-
dent and chairman of the board of South-
western Sales Corp., station licensee. Also
elected: Gustav Brandborg, as KVOO vice
president and general manager, and Joseph
Bowman as secretary. C. A. O'Donovan re-
elected treasurer.
Selection of Permanent Group
To Negotiate Tv Music Starts
FORMATION of permanent organization to
direct work of All-Industry Television
Music License Committee, representing tele-
casters in current ASCAP renewal negotia-
tions, was begun Friday by Irving Rosen-
haus, WATV (TV) Newark, interim chair-
man. Former Judge Simon H. Rifkind, New
York, has been retained as counsel, and
Dwight Martin. WAFB-TV Baton Rouge.
La., is vice-chairman. Mr. Rifkind was
counsel for the recently expired tv negotiat-
ing group.
Executive organization committee in-
cludes Clair McCollough, WGAL-TV Lan-
caster, Pa.; Roger W. Clipp, WFIL-TV
Philadelphia, and Elisha Goldfarb, RKO
Teleradio attorney.
Procedure for election of full negotiating
committee of 15, to succeed present interim
committee, was set up at New York organi-
zation committee meeting Thursday. Deci-
sion to set up negotiating group was reached
at all-industry meeting held during NARTB
Chicago convention [B»T, April 15].
Broadcaster members may vote to install
present interim committee of 15 or may add
names of others to mail ballots, returnable
May 31. Stations agree to pay highest one-
time announcement rate as dues. Present
ASCAP tv contracts expire next Dec. 31.
Members of interim committee of 15 in-
clude Messrs. McCollough, Clipp, Rosen-
haus, Martin, Goldfarb; Charles Britt.
WLOS-TV Asheville, N. C; Sam Cook
Digges, WCBS-TV New York; Omar Elder.
ABC; F. E. Fitzsimonds, North Dakota
Broadcasting Co. stations; Nathan Lord,
WAVE-TV Louisville; John E. McCoy,
Storer Broadcasting Co.; John T. Murphy,
Crosley Broadcasting Co.; Hamilton Shea,
WSVA-TV Harrisonburg, Va.; Lloyd E.
Yoder, WRCV-TV Philadelphia, and Ed-
ward G. Thorns, WKJG-TV Fort Wayne.
Sarnoff, Larmon, Hall Honored
BRIG. GEN. David Sarnoff, RCA board
chairman, this noon (Monday) to get special
citation from Art Directors Club of New
York for "vision and leadership in the de-
velopment of color television, providing
fresh opportunities for the imagination and
skills of America's Art Directors." Others to
be singled out at 36th annual awards lunch-
eon include Young & Rubicam President
Sigurd S. Larmon and Hallmark Cards Inc.
President Joyce C. Hall.
UPCOMING
May 28-29: Annual Visual Communications
Conference, Waldorf Astoria, New York.
May 29-30: North Carolina Assn. of Broad-
casters, Grove Park, Asheville.
For ether Upcomings see page 107
BURTON H. HANFT, director of business
affairs, elected vice president in charge of
business affairs for Screen Gems Inc.. N. Y.
ARTHUR P. FELTON, vice president and
director of marketing at Bruce Payne Assoc.,
N. Y., management consultants, to Cunning-
ham & Walsh. N. Y., in similar capacity.
CHARLES L. HALTEMAN, formerly Chi-
cago sales manager of The Walker Repre-
sentation Co., and JACK DILL, previously
commercial sales manager, WROY Carmi,
111., to sales staff of RCA Recorded Program
Services.
FCC Denies RETMA Plea
For Extended Comments Deadline
FCC allocations actions, announced Friday:
• Denied RETMA request to extend
deadline for comments on Craven plan no-
tice from June 3 to June 28.
• Finalized assignment of ch. 13 from
New Bern, N. C, to Norfolk-Portsmouth-
Newport News, Va., area; substituted ch.
12 for ch. 13 at New Bern; substituted ch.
4 for ch. 8 at Hay Springs, Neb., and ch.
9 for ch. 4 at N. Platte, Neb., all effective
June 28.
• Invited comments by June 28 on pro-
posal to change ch. 9 Eugene, Ore., from
non-commercial, educational to commer-
cial; designate non-commercial ch. 7 Cor-
vallis as Eugene-Corvallis.
• Denied request to delete ch. 9 Char-
lotte, N. C; add chs. 20 and 77.
NBC Gets Big 10 Regionals
NBC-TV has received exclusive tv rights
to four Big 10 Conference football games
on regional basis next fall for second straight
season, Kenneth L. (Tug) Wilson, confer-
ence commissioner, and Tom S. Gallery.
NBC sports director, announced Friday.
Regionals will be seen only in NCAA's Dis-
trict 4 (Ohio, Michigan, Indiana, Illinois,
Wisconsin and Minnesota) with Iowa view-
ing telecasts when Iowa team is playing.
Telecasts scheduled for Oct. 12, 26, Nov.
9 and 23.
Jerrold Buys Three Systems
JERROLD Electronics Corp., Philadelphia,
announced Friday purchase of community
television systems in Walla Walla, We-
natchee and Richland, all Washington. Pur-
chase price not disclosed. Properties bought
from J. H. Whitney & Co. interests. All
three antenna services carry Spokane's three
channels, feed them to nearly 10,000 sub-
scribers in combined markets.
KCCC-TV Requests Hiatus
CH. 40 KCCC-TV Sacramento, Calif., Fri-
day asked FCC for authority to go dark
May 31 for period of 90 days. Assets of sta-
tion recently were sold to ch. 1 3 KOVR (TV)
Stockton, Calif., in exchange for stock in
Stockton station, subject to FCC and state
approval. Prior to merger agreement. KCCC-
TV had protested FCC-approved move of
KOVR's transmitter and hearings were in
progress when protest dropped.
Page 10 • May 27, 1957
Broadcasting • Telecasting
How Big Is "Big D"
DALLAS is the "hub" of the great North Texas Market.
It has more consumer population within any given radius than
any competitive city. In what has been conservatively assigned
as the Dallas-Ft. Worth market, over 2,500,000
free-spending Texans reside. To reach them you
need a station with the reach! And WFAA-820* has more ^
listeners than any other single station in the entire
State of Texas! (NCS #2).
w
FAA
50.000 WATTS
D A
NBC •
SOOO WATTS
L L A S
ABC • T Q N
* shares time with WBAP-820.
Radio Services of The
Dallas Morning News,
Edward Petry & Co.
National Representatives
11
VIEWERS IN JUS1
HIGHWAY
PATROL
starring
BRODERICK
CRAWFORD
THIS ARB 29.0 IS HIGHER
RATING FOR THESE SHOWS
Playhouse 90 27.4
Bob Cummings 27.4
Zane Grey Theatre 27.2
Line Up 27.0
Life Of Riley 26.6
Robin Hood 26.5
Studio One 26.0
Loretta Young 25.2
People's Choice 25.1
George Gobel 24.7
Mr. Adams and Eve 23.1
THAN THE ARB NATIONAL
(MARCH, 1957):
Adventures Of Jim Bowie . . 23.0
20th Century Fox 23.0
Lux Video Theatre 22.9
Broken Arrow 22.9
Cavalcade Of Sports 22.6
Navy Log 21.8
Ozzie and Harriet 20.9
Welk's Top Tunes 20.4
Conflict 20.0
Big Story 19.9
Big Surprise 19.5
c0sFiR^^ Matio^1 , -patrol- ^
surveyed ^
Result •■
29 '° ,an
JAMES W. SEILER*. DI-
RECTOR OF ARB, super-
vised the compilation of
the ARB rating factum
this ad. This data
proves HP8HWAY PA-
TROt'S ^overwhelming
audiente appeal. *w
U. J-
Hay 1*. ^
Person
results
the r^hji
I SCLOSED BY NATIONAL RATING ANALYSES
)NE WEEK FOR
5ATR0L!
On Trial 19.3
Sid Caesar 19.3
Panic 19.2
Ford Theatre 17.9
Alcoa Hour 17.8
Blondie 17.8
Robert Montgomery Presents. .16.7
Producers Showcase 16.0
Kraft TV Theatre 15.8
Treasure Hunt 15.1
DuPont Cavalcade Theatre 13.5
Wire Service 12.1
Danny Thomas 10.9
ARB National March. 1957
PULSE.M
25.S
■ 1957
HlGH** PATROL
ZIV
TIME
AFTER
TIME...
ZIV
SHOWS
IN CITY
AFTER
CITY!
V
For Color
RCA-6474
If you are not yet in operation with new RCA Image
Orthicons— which now combine super-dynode and
micro-mesh designs— get set for new improvements
in picture quality and camera chain operation that
will surprise you. Now you can say good-bye to dynode
burn. No need to defocus anymore to kill mesh
pattern and moire, and every tv station man will
like this good news: RCA Image Orthicons with
Super-Dynode and Micro-Mesh design deliver top
quality performance longer than ever before.
RCA-5820's and -6474's with micro-mesh and the new
super-dynode design are available from your RCA
Industrial Tube Distributor. Both types are directly
interchangeable with all previous RCA-5820's and
-6474's. For technical details on RCA Image Orthicons,
write RCA Commercial Engineering, Section E 130,
Harrison, N. J.
CAMERA TUBES FOR TELECASTING
RADIO CORPORATION OF AMERICA
Electron Tube Division • Harrison, N. J.
FACTS ABOUT RCA SUPER-DYNODE
For black-and-white
• Less dynode texture in "low-key" scenes
For cofor and black-and-white
• Easy to adjust dark-shading
• More uniform picture background
• Decelerator-grid voltage can be set at
optimum value for highlight uniformity—
throughout tube life
• Minimum undesirable background texture
in low-light areas
• Cleaner colors in the dark areas
FACTS ABOUT RCA MICRO-MESH
• Eliminates mesh pattern and moW effect
without defocusing
• More than meets all technical
requirements of 525-line TV system
• 750-mesh tube used with aperture-
correction circuits can provide 100%
response for 350-line information.
500-mesh tube without aperture-
correction circuits produces only about
60% response for 350-line information.
Although correction circuit can be used
with 500-mesh tube, such use emphasizes
moir6 and beat-pattern problems
• Micro-Mesh minimizes beat pattern
between color subcarrier and frequency
generated by the beam scanning the
mesh-screen pattern
• Improves detail of color pictures
I It
OPEN MIKE
A Matter of Definition
editor:
Sindlinger & Co.'s survey during the pe-
riod from March 17-23 on "How People
Spend Their Time" [B»T. April 1] . . . in-
dicated 70.7% of the people watch tv and
24.1% watch movies on tv.
Does the latter figure mean 24.1% of the
70.7% who watch tv, or does it mean
24.1% of the total number of people figur-
ing in the survey?
Gloria Feezle
Media Dept.
Ridgeway Adv. Co.
St. Louis, Mo.
[EDITOR'S NOTE: You're right the second time.
It means 24.1% of the people in the survey.]
Done Just Right
editor:
The article on the Hoffman commercials
[B*T. April 29] . . . was a deft job; made
interesting reading and yet handled in a
manner that got nobody in trouble.
Edward H. Meyer
Vice President
Grey Adv. Agency
New York City
[EDITOR'S NOTE — The commercials were a take
off on Commentator Ed Murrow.]
Rebuts CBS' Claim
editor:
As an old CBS man. I enjoyed reading
about their activities in the educational field
[B»T, May 13]. They have done some nice
work in this field but. of course, the state-
ment that in the past two years they have
"become the largest non-governmental pro-
ducer of educational films in the world"
doesn't come anywhere near being accurate.
CBS' reference to the 120 films of an
educational nature produced since June of
1955 should be compared, for example, to
just one of the many film projects that we
alone at EBF have worked on during the
past nine months. We have produced 162
solid half hours of original film — the com-
plete introductory course in physics as taught
by one of the nation's greatest physicists.
In addition, we normally produce about
a film a week, often more, plus some 75-90
filmstrips each year.
There are others in this field besides EBF
and the sum total of their efforts puts
CBS . . . pretty far down the list.
Maurice B. Mitchell, President
Encyclopaedia Britannica Films Inc.
Wilmette, III.
It Should Have Been There
editor:
Suffice it to say that I have highest re-
gards for the news coverage and journalism
ability of B»T.
As for the research in the article on
pages 36-37 of the May 6 issue, "How Tv
Stands in the Top 125 Markets," I'm afraid
this is a field you have invaded with ex-
tremely limited source material. I would
respectfully ask that you refer to Bureau
Broadcasting • Telecasting
of the Census, Nielsen Coverage Study No.
2 and many other sources before jumping
into a listing of the top markets.
/. W. Woodruff Jr.
President & General Manager
WRBL-TV Columbus, Ga.
[EDITOR'S NOTE: B-T's sources weren't at fault,
but B«T editors were. Columbus, Ga., was inad-
vertently dropped from the Ust of markets, al-
though it appeared in the source material. The
list of top markets presented in B-T was a com-
bination of lists submitted to the FCC by ABC
and CBS.]
The KRGV-TV Market
editor:
All the Tv There's Going to Be" [B«T,
May 6] should lend stability in television
allocation generally, as it was designed to
do. There was one accident, however, in
connection with the tabulation of the tele-
vision facilities in the top 125 markets in
the U. S.
Under Brownsville-Ha rlingen-McAllen
you list KGBT-TV, but omit completely
KRGV-TV. We hesitated to mention it for
quite some time, but I know how intensive
the magazine's readership is and how closely
most buyers follow it, which, of course,
amplifies the damage through a mistake of
this kind.
Brownsville is at the extreme east end of
the Rio Grande Valley, Mc Allen is at the
extreme west end of the Valley, and
Harlingen approximately in the middle.
KGBT-TV's transmitter is three and one-
half miles southeast of Harlingen and
KRGV-TV's is six miles west of Harlingen.
It so happens KRGV-TV's office and studios
are in the small town of Weslaco which is
17 miles west of Harlingen with two cities
(LaFeria and Mercedes) in between Weslaco
and Harlingen. Both chs. 4 and 5 do cover,
and by all intent and purposes, the same
market- — however, ch. 5 does the best job.
O. L. (Ted) Taylor
President
KRGV-TV Weslaco, Tex.
[EDITOR'S NOTE— KRGV-TV, an NBC affiliate,
belongs in that market's listing.]
WTOP Radio Got That Award
editor:
The story on the art directors' award
[B»T, May 20] incorrectly states that our
Osborn portfolio of "Capital Types" was
WTOP-TV's. It is WTOP radio's. Not only
that but the folio is based on a series that
we ran in B»T as color ads. For shame!
William Wiggins,
Director of Promotion & Advertising
WTOP Radio
Washington, D. C.
[EDITOR'S NOTE: WTOP's certificate of merit
was in the promotion-graphic arts field.]
For Lennen & Newell's Files
editor:
Please send three copies of your article
covering the success that Flav-R-Straws has
had in broadcasting [B*T, May 13].
Jean Jafjee
Lennen & Newell
New York City
[EDITOR'S NOTE— Copies en route.]
> i
Station
Sales
KIDDER,
PEABODY
CO.—
Has an established re-
lationship with most
of the important
sources of investment
capital in the country.
• Maintains close con-
tact with all phases
of theTelevision and
Radio industry.
We invite the
station owner to
take advantage of
this dual coverage
when considering
the sale of his
property.
KIDDER,
PEABODY 3 CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
principal cities .in the United States
Address inquiries to:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illinois
Telephone ANdover 3-7350
May 27, 1957
Page 15
There's more to Florida!
The state's 8,426 miles of tidal coastline, its 30,000 lakes and its 71°
average temperature are irresistible to corporations as well as individuals:
each year hundreds of businesses move to Florida. For example, the state
has become a major insurance center, with business increases since 1940
of from 555% (life insurance) to 628% (other insurance).
There's Jacksonville, for instance
. . . financial center of the Southeast, where more than 50 stories of neiv
insurance office buildings have gone up recently. One company, Prudential,
serves a ten-state area from a new 22-story showplace; its 1,500 local
employees take home $6,000,000 annually. All told, the city is regional
headquarters for more than 50 insurance firms, who echo the words of
Prudential Vice President Charles W. Campbell," We at Prudential are
certainly sold on Jacksonville."
and WW llllfr\ insures your sales in Jacksonville's
$1,775,521,000 market by delivering almost five times the audience of
its competition inside the metropolitan area*— and eleven times the
audience in the vast "outside" area !**
— Channel 4. Jacksonville ■ Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
WHICH TV STATION
DOMINATES
SOUTH BEND?
The South Bend-Elkhart Television Audience
RANK
PROGRAM
I Love Lucy
l^M CI?',0 SeCre»
Th^aM?i.My Line
The Millionaire
p- E. Theater
Hh 4L000I Questio„
Hitchcock Presents
December Bride
$64,000 Challenge
Como Show
ClinSi TrUSt Y°Ur Wi'e?
Lassie
Robin Hood
Pl„ 2Mvers Sh"w
Playhouse 90
j«bkteynp?:show
The Lineup r aram
Gunsmoke
Name That Tune
Your Hit Parade
WSBT-TV /station
50.5
49.1
48.7
45.8
45.5
44.0
42.7
41.8
41.1
37.5
37.4
37.1
36.4
36.3
36.0
34.9
33.5
33.5
32.7
32.2
32.0
36.8
STATION "B'
31.6
ARB Ratings— Feb
••uory 8th thru Feb
roary 14th
43 OF THE 50 TOP-RATED SHOWS ARE
CARRIED BY WSBT-TV
There's no doubt about it — WSBT-TV dominates the
South Bend television picture One audience study after
another proves this. You just don't cover South Bend
unless you use WSBT-TV! Write for detailed market data.
PAUL H. RAYMER CO.. INC., NATIONAL REPRESENTATIVES
WSBT
TV
CBS... A CBS BASIC
OPTIONAL STATION
SOUTH
BEND,
IND.
CHANNEL
34
Broadcasting Publication* Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
BROADCASTING
TE LE C ASTI N G
THE BUS I NESS WEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: metropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J
Frank Beatty, Bruce Robertson (Hollywood i,
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams. Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Wm. R. Curtis, Jacqueline Eagle,
Jere McMillin, Ann Tasseff
EDITORIAL ASSISTANTS: Hilma Blair. Robert Con-
nor, Rita Cournoyer, Frances Pelzman, Dave
Smith
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Lone
SALES MANAGER: Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Wilson D. McCarthy
ADVERTISING ASSISTANTS: Doris Kelly, Ada Michael.
Jessie Young
COMPTROLLER: Irving C. Miller
ASSISTANT AUDITOR: Eunice Weston
SECRETARY TO GENERAL MANAGER: Eleanor Schadl
CIRCULATION & READER'S SERVICE
MANAGER: John P. Cosgrove
SUBSCRIPTION MANAGER: Frank N. Gentile
CIRCULATION ASSISTANTS: Gerry Cleary, Christine
Harageones, Charles Harpold, Marilyn Peizer-
BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLaza 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighetti
STAFF WRITERS: Frank P. Model, Diane Schwartz,
Sally Ann Olansky
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton.
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt. Virginia
Bialas
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issues: S7.00. Annual
subscription including BROADCASTING Yearbook (53d
issue): $9.00, or TELECASTING Yearbook (54th issue):
$9.00. Annual subscription to BROADCASTING • TELE-
CASTING, including 54 issues: $11.00. Add $1.00 per
year for Canadian and foreign postage. Regular issues:
35< per copy; 53d and 54th issues: $3.00 per copy.
ADDRESS CHANGE: Please send requests to Circulation
Dept., BROADCASTING • TELECASTING, 1735 DeSales St.
N.W., Washington 6, D. C. Give both old and new
addresses, including postal zone numbers. Post office
will not forward issues.
BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcas
Reporter in 1933 and Telecast* in 1953.
•Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 18 • May 27, 1957
Broadcasting • Telecasting
mmn
mm*
mmn
mm
mm*
mm*
mmn
nnnnnnn
KNXT HAS JUST WON ITS 99TH* MAJOR PUBLIC SERVICE AWARD
OR CITATION IN 48 MONTHS. THIS IS BEYOND QUESTION ONE OF
THE MOST EXTRAORDINARY RECORDS IN TELEVISION HISTORY.
KNXT, CHANNEL 2 IN LOS ANGELES, CBS OWNED
*THE OHIO STATE UNIVERSITY AWARD ANNOUNCED MAY 6 ( KNXT'S SECOND IN TWO
YEARS). FIVE WEEKS EARLIER KNXT WON THE DUPONT FOUNDATION AWARD. THESE
-LIKE THE PEABODY AWARD WON BY KNXT LAST YEAR AND THE SYLVAN IA AWARDS
WON THIS YEAR AND LAST- ARE AMONG THE MOST COVETED AND MOST MEANING-
FUL AWARDS IN THE BROADCASTING INDUSTRY FOR PUBLIC SERVICE PROGRAMMING.
Chemical plants on the Ohio River banks draw pure, high quality rock salt from
deep beneath the surface. The salt is ideal for the manufacture of chlorine and
caustic soda, important ingredients in a wide variety of chemical products. Colum-
bia Southern, Allied Chemical, National Aniline and Mobay Chemical are among
the major chemical companies now operating in the Ohio Valley. In the past three
years, chemical-plant construction in the WWVA area has passed the $100-million mark.
Wheeling, the gateway to the midwest, is the focal point fo
retail sales, wholesale distribution and manufacturing in the area
Located on the banks of the beautiful Ohio river and on Nations
THE BOOMING
OHIO VALLEY
AND WWVA
In the Wheeling area lies the nation's only natural supply of coal sufficient for power
production necessary for aluminum plants in the eastern United States. Here is the
world's largest stripping shovel operated by the Hunna Coal Co. New coal processes
now make Ohio Valley power available at prices competitive with Hydraulic power.
Projected underground mines fan out for 30 miles from the Wheeling area.
Generating facilities in and near Wheeling were increased by 1,100,000 KW during
1953-54, the greatest power-increase in the nation. Still more is needed every year.
By 1958, power-generating facilities in the WWVA area will be increased by another
1,000,000 KW.
Road, Route 40, Wheeling is the natural hub of a prosperous
three-state market. In the foreground is Wheeling's new multi-
million dollar Fort Henry Bridge.
Steel flows into ingot molds every day in the big steel mills in the Wheeling district.
In 1955, the two major Ohio Valley steel industries paid out more than 160 million
dollars in wages, an increase of more than 15% over 1954 and expansion is continu-
ing. By National Steel, of which Weirton Steel is a major division, more than 200
million dollars will be spent in expansion by 1957. Wheeling Steel's current program
calls for 65 million in expansion.
Coal from the hills, salt from the earth and water
from the river make the Wheeling- WWVx4. area
the nation's fastest growing industrial region. Here
more than One Billion Dollars has been spent in
the past five years for plant-expansion and new
construction. AND A BILLION MORE IS
PLANNED FOR THE IMMEDIATE FUTURE !
For more than 30 years WWVA, the Friendly
Voice, has been the area's leading radio station,
the ONE advertising medium dominating a 2.2
billion-dollar market.
Surveys prove this dominant leadership again
and again. In the most recent AREA PULSE, 43
counties surrounding Wheeling were measured. In
every instance WWVA was the favorite station by
a wide margin. WWVA ranked first in every quar-
ter-hour surveyed from 6:00 am to 12 midnight,
seven days a week. Every hour, every day, WWVA
topped them all.
THE WHEELING AREA ... a BOOMING
STORER MARKET . . . best served, and best
SOLD, by WWVA.
WSPD WJW WJBK WAGA WBRC WWVA WGBS
Toledo, Ohio Cleveland, Ohio Detroit, Michigan Atlanta, Georgia Birmingham. Alabama Wheeling, W. yirginio Miami, Florida
WSPD-TV WJW-TV WJBK-TV WAGA-TV WBRC-TV
Toledo, Ohio Cleveland, Ohio Detroit, Mich Atlanta, Go Birmingham, Ala.
KPTV
Portland, Or<
WGBS-TV
Miami, Fla.
NEW YORK — 625 Madison Avenue, New York 22
SALES OFFICES CHICAGO — 230 N. Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — 111 Sutter Street, San Francisco, Sutter 1-8689
The Ohio River provides Wheeling industry with low cost transportation
to 60% of the nation's population. Annual Ohio River shipping is now
estimated close to 85 million tons. Railroads plan $20,000,000 for improve-
ments to meet the WWVA-area's booming industry.
Recent influx of primary aluminum manufacturing means hundreds of
new plants to process and fabricate the product. Olin Mathies^n's new
250-million-dollar basic plant is the world's first fully-integrated aluminum
plant— so huge that new coal fields and power plants are being constructed
to serve it. Result: Thousands of new jobs and new families for the
WWVA Market.
r
Outrates all
syndicated
shows!
STAGE
San Francisco — highest rated
syndicated program (22.7, Pulse,
2/57) outrating George Gobel,
Gunsmoke, Zane Grey Theatre,
Jackie Gleason, Lux Video
Theatre, etc.
Twin Cities— highest rated syn-
dicated program in Minneapolis-
St. Paul (16.0, Pulse, 11/56) out-
rating Warner Brothers, Father
Knows Best, West Point, etc.
Outrates all competition in
Atlanta, Indianapolis, Portland,
Oregon, etc.
Stage 7's a dramatic anthology
which can do a fine-rating, fine-
selling job in your market, as it
is already doing in more than a
hundred others. Better check
Stage 7 for your market today.
Write, wire or phone collect for
availabilities.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
IN REVIEW
A CHRONICLE OF TERROR
". . . THE FACTS will speak for them-
selves. It is not our purpose to judge them.
It is not our purpose to solve this case . . .
but to chronicle its history."
With these words by Edward R. Mur-
row, CBS Radio last Monday night detailed
what it calls "A Chronicle of Terror: The
Galindez-Murphy Case." British mystery
writer Eric Ambler, even with all the facts
at his disposal, couldn't have come up with
a more horrifying tale of international du-
plicity and intrigue. But CBS which one
may presume knows less than all there is
to know about the disappearance of Dr.
Jesus de Galindez, political refugee of both
Franco and Trujillo regimes, did its best
to fashion a crime-tingling mystery in the
tradition of its prize-winning 1951 Nation's
Nightmare documentaries. This, in spite of
the fact that its researchers unearthed little
that was new in the opinion of some critics.
Dominican officials may pooh-pooh the
CBS program as a grandoise project which
"proved nothing" (see story, this issue), but
there is good cause to think otherwise. It
proved once again that radio has an un-
matched immediacy, a capability of trans-
mitting the dramatic unadorned by frills
and hokum, and that when it comes to plain
guts, CBS Radio's public affairs people
reign supreme.
Ever since a year ago last March, Gen-
eralissimo Rafael L. Trujillo, like Macbeth,
has been crying "out, damned spot" but all
to no avail. And earlier this year, after
young Gerry Murphy, an American pilot in
the pay of the Trujillo regime, also disap-
peared from the face of the earth, presum-
ably into the shark-infested Caribbean,
Life magazine gave the story its extra-spe-
cial treatment. But Life is not read by as
many people as listen to CBS Radio.
If for no other reason than that, credit is
due to producer Jay McMullen and his tire-
less staff of reporters and editors. They have
brought home to a complacent America
a frightening fact, namely: that a foreign
power can mesmerize, hold in a vacuum of
suspended terror, a sizeable segment of our
citizenry; may swoop down unannounced
unhampered and pluck them off one by one;
and that our own FBI and State Dept. so far
apparently stands helplessly by as the Gal-
indezes and Murphys are spirited away be-
hind a sugar cane curtain.
Production costs: Approximately $3,000
Pre-recorded and broadcast sustaining on
CBS Radio, Mon., May 20, 8-9 p.m. EDT.
Producer-writer: Jay McMullen, assisted by
Arthur Rabin, Theodore Sack and a staff
of special correspondents.
POLITICAL QUIZ
DEMOCRATS probably chuckled and ap-
plauded; Republicans possibly muttered
"sour grapes," but those of no fixed political
faith might say that last Tuesday night's
Political Quiz was effective use of radio for
political propaganda.
For the show, which was tied in with
Democratic Party Night across the nation.
Adlai Stevenson appeared as moderator. On
the panel: Harry S. Truman, Sen. John J.
Sparkman of Alabama, Massachusett's Gov.
Foster Furcolo and Mrs. Alben W. Barkley.
The entire show was pegged on the ques-
tion, "Who did this?" with moderator Steven-
son citing statements and occasions which
the Democrats historically have labeled as
Republican blunders. Chief targets, not
surprisingly, were President Eisenhower,
lohn Foster Dulles and Charles Wilson.
The answers for the most part were in-
terestingly tart and Mr. Stevenson showed a
deft moderator's touch that surpassed that
of most broadcasting professionals.
If nothing else, Political Quiz indicated
that the major parties are stepping up their
efforts to inject some entertainment into
stilted political preachments.
Broadcast sustaining on CBS Radio, Tues-
day. May 21, 10:05-10:30 p.m. EDT
(as equal time to GOP Lincoln Day
Dinner broadcast last October).
Produced by the Democratic National Com-
mittee.
POPSICLE FIVE STAR
COMEDY PARTY
ABC-TV has fared well with its offerings
to the small fry and Popsicle Five Star Com-
edy Party should not detract from the net-
work's batting average.
Rather than entrusting the emceeing
chores to the usual bland character whose
talents are restricted to broad smiles and
semi-lapses into baby talk, Party elected to
rotate the handling among established stars
with a variety of talent.
Ventriloquist Paul Winchell and Jerry
Mahoney hosted the May 18 debut and ex-
hibited the brand of humor that delights
youngsters, e.g., Jerry victimized by his own
prank and winding up with a scalp full of
broken eggs. Winchell and Mahoney stayed
with the imported talent for the show,
clowning with cartoonist Bob Bean and
archer Ann Marstin.
Senor Wences, Olsen & Johnson, Ben Blue
and Jerry Colonna will fill in on other weeks
as m.c's. Their way has been made much
easier by the debut efforts of the ventrilo-
quist and his wooden sidekick.
Production costs: Approximately $10,000
Sponsored by Joe Lowe Corp. (frozen con-
fections) through Paris & Peart on ABC-
TV Sat., May 18, 5:30-6 p.m. EDT.
Producer, Director, Writer: Herb Moss.
BOOKS
VHF TELEVISION TUNERS by D. H.
Fisher: 136 pp.: Philosophical Library,
New York. $6.
THIS technical volume covers all aspects of
vhf (tv) tuning. It is divided into three sec- I,
tions: (1) tuner design; (2) tuner construc-
tion, and (3) tests, measurements and
servicing. The book misses few points: Dis-
cussed (with diagrams) are frequency con-
verters, oscillators, switch and turret tuners.
Also discussed are the advantages of sepa-
rate tuning units that can be removed from
the tv set proper.
Page 22 • May 27. 1957
Broadcasting • Telecasting
KPTV • PORTLAND h VHF
Channel 12 • NBC Television
KPTV . . . Oregon's first television station
and the world's first commercial UHF
station — now gives you a new, VHF
Channel 12 in the Portland market. When
you buy KPTV Channel 12, you get four
exclusive "plusses" offered by no other
Portland TV station: (1) Top-rated NBC
shows and stars; (2) The best local shows
and film packages of two stations (KPTV
merged with KLOR, the former Channel
12); (3) Almost 5 years of viewer loyalty
to Oregon's first TV station; (4) Proven
results for hundreds of advertisers. Be sure
the bright, new KPTV, Channel 12 is on
your advertising schedule.
f Channel
12
Portland, Oregon
NBC Television
Represented Nationally by George P. Hollinbery Co.
The April National ARB, just out, shows: In daytime entertainment programs. XBC
Television now leads the second network in 15 out of 18 competitive quarter-hours.
In just one year, NBC Television's daytime entertainment audience has increased 48%.
This is the greatest one-year growth-story
in the entire history of television.
NBC TELEVISION
NORl audience
\n lansing
20 to 1 P0*er
5000
Feb_Nlar. '57 Hooper
in Lansing Shows
MONDAY THRU FRIDAY
7 -.00 a.m.— 58.9
\2 noon
\l noon—
6 .00 P-m-
r
i
IAMSWG
MICHIGAN J
More listeners than
a\\ other stations
heard in
Lansing combined
*]an.tnru War. average
C. E. Hooper, Inc.
Represented Nationally by
Venard, Rintoul & McConnell, Inc.
OUR RESPECTS
to Reginald Wofford Twiggs
IF Reg Twiggs, vice president of McCann-Erickson and manager of its Los Angeles
office, were asked to pick a personal slogan, he might well borrow that of one
of his major accounts and choose "Reach for a Coke." For he credits his promotion
to the top post only nine months after he had joined M-E's Los Angeles branch largelv
to the "incredibly lucky break" that involved him in the defensive action of Coca-
Cola when Pepsi-Cola picked San Diego to introduce its Coke-size bottle.
"Because this happened in my own back yard I had the chance to work closely
with our own top executives in New York and those of Coca-Cola in Atlanta in
organizing the San Diego counter-offensive," he says, "and to participate in intro-
ducing Coke's new king-size bottle in Los Angeles. A man might wait five or ten
years for a chance like that but it dropped in my lap almost as soon as I'd joined
McCann-Erickson."
Radio and tv play a major part in Coke advertising on the Coast and account for
a high percentage of the budgets of Coke bottlers from Seattle to San Diego, whose
advertising is handled out of the M-E Los Angeles branch, Mr. Twiggs says. He cites
Spotlight on Youth, weekly half-hour program on KTTV (TV) Los Angeles featur-
ing high school talent. Youth commercials are limited to the statement that it is pre-
sented by the Coca-Cola Bottling Co. of Los Angeles, for "a wonderful public rela-
tions job on lessening faculty opposition to Coke and other soft drinks and getting
dispensers into the schools."
In addition to this "no-sell" tv series, Cokes has a continuous campaign of tv spots
and a heavy radio schedule of spots and participations that now is building up to
its annual warm weather peak, Mr. Twiggs reports, noting that broadcast activity
for Coca-Cola, Bell Brand Foods and other clients of his office accounts for nearly
half of its total billings.
"Neil Reagan [radio-tv vice president] and his staff also produce Climax and
Shower of Stars for Chrysler, Art Linkletter's House Party for Swift and other shows
for a total of more than 30 clients whose programs originate through this office," he
states. "It's a wonderfully efficient and smooth operation."
Others might apply those same adjectives to Mr. Twiggs' own advertising career,
but the way he tells it his rapid progress has been the result of a series of fortuitous
breaks. Born May 16, 1918, Reginald Wofford Twiggs was moved at six to Detroit,
where he attended grade and high school. During his senior year at Southwestern
High he found he"d been awarded a four-year scholarship at Oberlin College ("a
teacher had sent in my name without telling me") .
THEN, after graduation with a BA degree in 1939, he says. "I had a really lucky
break, landing an agency job in Cleveland without spending a couple of years
in retail selling or newspaper work as everyone told me I'd have to." True, the job
was a combination shipping clerk-delivery boy affair, but it carried the title of pro-
duction manager, which enabled him to move to another shop where he was produc-
tion manager in fact as well as in name. Another move and the title of assistant
account executive was added to his production managership.
After four years with the Army Air Force, which he entered as a private and
left with rank of first lieutenant, Mr. Twiggs in 1946 returned to Cleveland and adver-
tising as a full-fledged account executive for Meermans Inc. Two years later, he
became an account group supervisor in charge of a staff of six at Meldrum & Few-
smith, Cleveland. He'd probably still be there, he smilingly relates, if another of
his lucky breaks had not come along in 1954. A trouble-shooting trip took him
to Los Angeles, where he'd spent some time during the war, and the expansion of
the city's advertising activity in the intervening decade amazed him. So, when a
duty telephone call to a friend of a friend in the Los Angeles office of Erwin, Wasey.
led to an invitation to join up and work on the Carnation account, he accepted.
Before he left Cleveland, Reg Twiggs promised a friend with McCann-Erickson
that he'd call Burt Cochran, M-E chief in Los Angeles, on his arrival there. He
did; they met, and two years later came the invitation to become account super-
visor there. The day before he'd been told he was in line for a vice presidency at
Erwin, Wasey so the decision wasn't easy, but he made the move in April 1956 and
in January 1957 he succeeded Mr. Cochran as top man in that office.
Mr. Twiggs and his wife, the former Marjorie Meermans, whom he met on the
Oberlin campus, and their 10-year-old daughter, Gretchen, live in La Canada, a
northern suburb of Los Angeles. His hobbies are golf, tennis and, on rare occasions,
water color painting. He belongs to the Advertising Club of Greater Los Angeles.
Southern California Advertising Golf Assn. and Oberlin Alumni Club.
Page 26 • May 27, 1957
Broadcasting
Telecasting
Got
Hooper headache ?
...Nielsen nerves?
...Pulse palsy ?
Ease the strain
with a TRI-FI* look
*TRI-FI is super HI-FI. ..it gives you proof positive that advertising on
WTCN-Radio pays off . . . because it goes without saying that big national advertisers keep
paying out good money only when they see good results. Advertising consistency and
advertiser renewals show the tremendous value of WTCN-Radio's cumulative and
coincidental audience, both for introducing a new product and boosting an established
product in the Minneapolis-St. Paul market. And the rate card shows what a
tremendous buy WTCN-Radio is for you! For the inside story on Twin City radio,
get a TRI-FI look at WTCN from your Katz representative.
Check WTCN. . . where BIG things are happening!
MINNEAPOLIS - ST. PAUL
5000 WATTS ABC 1280 kc.
"Represented nationally by Katz Agency, Inc. Affiliated with WFDF, Flint; WOOD AM & TV, Grand Rapids; WFBM AM & TV, Indianapolis.
WTCN
Broadcasting
Telecasting
May 27, 1957 • Page 27
Nielsen
Study
#2 Shows
ABetotBmj
TfemEiw!
More daily listeners
than any other North
Carolina, South
Carolina or Virginia
station!
^ Reaches over 50% of all radio
homes in 84 counties! Three
more counties than 1952 study. ^
BIGGER MARKET!
Population 3,150,700
Households 767,760
Spendable Income $3,388,498,000
Retail Sales ..$2,390,992,000
Food Sales $ 545,229,000
Drug Sales $ 66,746,000
Gen. Merchandise $ 308,037,000
Apparel Sales $ 129,851,000
Home Furnishings $ 141,796,000
Automotive Sales $ 516,305,000
Gas Station Sales $ 217,529,000
Farm Population 1,246,100
Gross Farm Income $1,069,116,000
♦Source: Standard Rate and Data
WPTF
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
National Representatives
IN PUBLIC INTEREST
KCMJ Scans Desert; Girl Found
KCMJ Palm Springs, Calif., to stress the
importance of radio during National Radio
Week, broadcast two news features and
a dozen public service descriptions of a
15-year-old girl who was missing on the
desert for 48 hours. As a result, the girl was
located, nearly 100 miles South of Palm
Springs, by a motorist who had heard the
announcement on KCMJ.
Girl Returns, Thanks to Radio
JOSEPH DELLA MALVA, morning news
editor, WDGY Minneapolis-St. Paul, has
been commended by Lt. Gladys Cook of the
Minneapolis Crime Prevention Bureau for
efficient work in locating a missing person.
As a result of Delia Malva's broadcast that
15-year-old Brenda Franks was missing
from her home, a listener reported to the
police that the girl was in Marshalltown,
Iowa.
KTTV (TV) Kicks Off Funds Drive
A CAMPAIGN for funds for the California
Epilepsy Society was kicked off with a
special film program on KTTV (TV) Los
Angeles Money collected in the drive will
be used for research and education in the
disease, and to establish clinics to help the
65,000 epileptics in California.
Site Problem Aired on KFMB-TV
IN a recent telecast on KFMB-TV San
Diego, local authorities discussed the con-
troversy over relocation of San Diego's
municipal airport. The public service pro-
gram was scheduled by station management
to inform viewers of the facts in the dispute,
as presented by persons intimately involved.
KNX Gives Records to Schools
KNX Los Angeles has presented 2,500
classical records to the Los Angeles Board
of Education as part of the station's ob-
servance of National Music Week and Pub-
lic Schools Week. The records, including
many symphonies and operas, will be used
in music appreciation classes.
KDYL to Refugee's Aid
KDYL Salt Lake City, airing the case of a
Hungarian refugee who ran afoul of a hiring
policy on the part of the Granite District
School Board, reportedly helped lead to the
revocation of a 25-year-old rule which
said the board would not hire employes who
smoked. The refugee, Frank Molnar, was re-
moved from his job as a painter on the
grounds that he smoked at home in violation
of a Granite Board ruling established in 1932
denying employment to users of alcohol,
tobacco, or narcotics.
KUBN Leads to Stolen Car
AN ANNOUNCEMENT by KUBN Be-
midji, Minn., giving the license number of
a recently stolen car, led to the apprehension
of two car thieves. A local resident, who had
heard the broadcast, spotted the missing car
and alerted authorities to its whereabouts.
LION-SIZED
IMPRESSIONS
. . . made by Leo
and MGM features!
In South Bend-Elkhart just one station
delivers audience dominance with
big game MGM movies. That station
is WNDU-TV, where Leo is undis-
puted "King of the Ratings" nearly
20 hours a week,* daytime and
nighttime.
Untamed ratings, lion-sized im-
pressions, captured audience are
available in MGM.
Call Edward Petry & Co. about
bagging these MGM trophies for
your client.
♦ April ARB ^
m
Bernie Barth, Gen. Mgr.
Tom Hamilton, Sales Mgr.
WNDU-TV
CHANNEL 46
Page 28 • May 27, 1957
Broadcasting • Telecasting
Television's One-Book Reference Library
B«Ts annual Telecasting Yearbook-Marketbook is rev-
ving up. Deadline is June 22 for advertising reserva-
tions. As in previous issues, the new book will present
a vast collection of important, useful data about the
entire tv profession— complete directories of stations
and executive personnel: market data; basic statistical
information about national, spot and network radio,
available in no other single source: directories of sen-
ices related to tv, of agencies and their tv accounts, of
state associations. FCC Bar Members: FCC Rules
Deadline:
and Regulations for Broadcast Services; and much more.
Because nothing takes the place of a Yearbook-Market-
book except the next issue, your advertising in it lives
for at least twelve months. To be assured of position
opposite appropriate editorial matter, make vour reser-
vation as early as possible. Regular space rates apply.
15,000 circulation. Further details upon request to B»T.
1735 DeSales St., X. \Y.. Washington 6. D. C, or
any of B«T's bureaus.
June 22!
tN THE CAROUNAS
A HARBINGER OF GOOD NEWS FOR YOU!
There's good news for you in the NCS # 2 report on actual viewing of
Southeastern TV families.
—1 + 30 = 77 may even stump Univac, but for the discerning advertiser
it means simply that WBTV lost one county in the NCS # 2, but picked up
30 counties for a total coverage area of 77 prosperous North and South
Carolina, Tennessee and Virginia counties.
Here's your good news:
• A population increase in WBTV's coverage area of 49.8% for a new
total of 3,821,700 potential customers.*
• A 43.3% increase in Effective Buying Income brings the new total to
$4,258,069,000*
• A retail sales increase of 45.2% giving a new total of $3,028,602,000*
WBTV's dominant position overpowers the Carolinas' second-place station
by 48.5%; submerges the third-ranked station by 63.6%; and swamps
the fourth-ranked station by 80%.
Forget your former formula. Translate — 1 + 30 = 77 into potent Sales
Power for you! Contact WBTV or CBS Television Spot Sales for the complete
Nielsen story on the Southeast's top television station.
*1956 "Survey of Buying Power
BTV
CHARLOTTE
pGjpR
J EFFBMSON STANDARD BROADCASTING COMP ANY
BROADCASTING
TELECASTING
Vol. 52, No. 21 MAY 27, 1957
FCC PUTS A SLUG IN THE COIN BOX
• It dashes hope of toll tv advocates for fast test approval
• It wants basic questions answered before it tackles case
THE FCC by a unanimous vote of its seven
members decided last Thursday that it
needed more information about the hows
and whats of pay tv tests before it could be-
gin to consider whether to authorize ex-
perimental operation.
It asked for written comments to a series
of 11 questions by July 8. After that, the
FCC said, it would decide whether field
trials should be authorized or whether a full
hearing must first be held.
Based on past experience it was considered
an odds-on bet that the Commission will be
unable to come to grips with this problem
before fall—or later.
The six-page document, issued at an un-
McCONNAUGHEY HYDE
THE FCC wants to know just exactly
how pay tv operation will work under
test authorization. In its notice last week
it listed 1 1 specific questions it wished an-
swered by July 8 — ranging from what
city or cities should be permitted to host
subscription tv trials to how the tests
might assist the Commission in evaluat-
ing pay tv.
Here, verbatim, are the 11 questions:
1 . The city or cities in which it may be
desirable and feasible to conduct trial
demonstrations.
2. Whether trial operations should be
confined to a single station in any indi-
vidual community; or whether more than
one station could participate.
3. Whether a trial in any individual
community should be confined to a single
system; or whether it is proposed that
more than one system be demonstrated in
any individual community at the same
time.
precedented time of 6 p.m. Thursday ( to
avoid stock exchange repercussions, it was
understood), bore a concurring opinion by
Comr. Richard A. Mack. It was Mr. Mack's
contention that the Commission has suffi-
cient information on hand to determine
what he considers the basic question —
whether pay tv is in the public interest. How-
ever, Comr. Mack said, since a majority of
the Commission feels that further evidence
is required, he concurred.
Key to the Commission's thinking — and
it is understood a majority of the FCC is
ready to approve experimental trial opera-
tions— was contained in the following state-
ments in the Notice of Further Rule Making
4. If known, the identity of the indi-
vidual stations which it is proposed would
broadcast subscription programs in each
community where trial operations would
be conducted: and the basis for their
selection.
5. The time required for the produc-
tion, distribution and installation of the
necessary coding and decoding equip-
ment, and commencement of subscription
programming.
6. The minimum period of actual sys-
tem operations necessary to a meaning-
ful demonstration of the manner in which
subscription television would operate, and
of the reaction of the public to this novel
type of television service.
7. The approximate minimum artd
maximum numbers of subscribers during
the trial run in each city where trial dem-
onstrations are proposed.
8. Whether it is essential for a satis-
factory trial demonstration of any pro-"
posed system that decoding equipment be
w hich the Commission issued last week:
"... We believe that an adequate trial
demonstration of subscription tv in opera-
tion is indispensable to a soundly based
evaluation of its acceptability to the public,
its capacity to enlarge the selection of pro-
gram fare, now or foreseeably available un-
der the present system, its significance as a
possible additional source of financial sup-
port for continued expansion of the nation's
television services, its potential impact, bene-
ficial or otherwise, on the established tele-
vision system and its mode of operation in
actual practice. . . ."
The decision to call for further informa-
tion was apparently impelled by the in-
sold or leased to the participating sub-
scribers, and the terms of such sale or
lease.
9. The number of broadcast hours per
week, and during the hours of 6:00 p.m.
to 1 1 p.m. on weekdays and 1:00 p.m. to
11 p.m. on Sundays, which it is believed
would be required for a meaningful trial
demonstration of subscription television.
1 0. Whether it would be preferable to
state such limitations as may be imposed
on subscription broadcasts in terms of a
maximum number of hours per week, per
month or per year, or in terms of some
maximum percentage of the station's total
broadcast hours per week, month or year.
11 . A statement of the specific ways in
which it is believed that the conduct of
the proposed field demonstrations would
assist the Commission in evaluating the
effects, impact, benefits, and potential
hazards or disadvantages of subscription
television if it were subsequently author-
ized on a more general scale.
7 QUESTIONERS AND 1 1 QUESTIONS
CRAVEN MACK BARTLEY DOERFER tEE
Broadcasting • Telecasting
May 27. 1957 • Page 31
AGENCY MAY USE TOLL TV
A MAJOR advertising agency may de-
cide to test commercials via a wired sys-
tem of pay television developed by In-
ternational Telemeter.
Paul MacNamara, vice president of
International Telemeter, said the agency
(which he did not identify) has not yet
entered into an agreement but that talks
are continuing.
Since International Telemeter, a sub-
sidiary of Paramount Pictures Corp.,
leases equipment, a franchise to operate
the system could be obtained by the
agency which then could install a studio
in a small community and pipe shows
directly into homes.
Apparently the particular attraction to
the agency that has considered the wired
method of testing commercials is the
probability that the system would pay for
itself. The agency conceivably could pro-
gram shows and commercials in the day-
time. For this, of couse, there would be
no charge to the viewer.
In certain nighttime periods, on the
other hand, the agency's "studio" could
put on motion pictures for which it would
collect the tolls.
The system also could be used, it is ex-
plained, to sample what the viewer is
watching on all channels, including the
wired free presentations and regular com-
mercial programs. This live tap would be
set up similarly to the A. C. Nielsen de-
vice that tells which station the viewer is
watching at any given time. A magnetic
tape attachment would permit all of the
shows watched to be recorded.
jection of basic questions by Rep. Oren
Harris (D-Ark.) in his letter to the FCC last
month [B»T, April 29]. Rep. Harris raised
the primary issue of whether the Commis-
sion should not ask for Congressional guid-
ance before taking any action on pay tv.
It has been a strong impression in some
quarters that many Congressmen feel they
should legislate on the fundamental question
whether pay tv is broadcasting as defined
in the Communications Act of 1934, or
whether it is more like a public utility or a
common carrier.
In fact, Rep. Emanuel Celler (D-N. Y.)
has introduced a bill (HR-586) which would
prohibit a charge being levied for tv broad-
casts viewed in the home.
Four of the commissioners two weeks ago
held a two-hour conference with Mr. Harris,
who is chairman of the House Commerce
Committee [B*T, May 20]. This is the
House unit which is responsible for radio-tv
legislation.
At the same time the Commission issued
its call for additional information, it also
formally replied to Mr. Harris' April 19
letter. The FCC stated, it was understood,
that until the additional information called
for last week is submitted it cannot answer
the queries posed.
It also expressed the view, it was under-
stood, that after comments were received in
answer to last week's notice, the Commis-
sion must then decide whether to authorize
tests and then perhaps ask Congress to
legislate — or perhaps come to Congress first
before any further action on its own part.
The two-page letter, with last week's
notice as an attachment, was hand-delivered
Thursday afternoon to Mr. Harris — and to
Sen. Warren G. Magnuson, chairman of the
companion Senate Commerce Committee.
The FCC move — which indicates a com-
plete reversal on the part of several com-
missioners who favored immediate test au-
thorizations as early as last March [B«T,
April 1] — is expected to delay a decision
further until the fall.
This deduction is predicated on the belief
that there undoubtedly will be requests for
an extension of the 45-day period during
which stations and proponents of systems
and those for and against subscription tv
are invited to answer the inquiry regarding
test approval. The consensus among observ-
ers is that it will be Labor Day before the
Commission will be in a position further
to consider this subject.
The Commission usually suspends other
than routine business during August for
summer vacations.
It is known that Comr. Robert E. Lee
strongly urged a 30-day period for replies
in order to bring things to a head before
the summer recess intervened. Comr. Lee
has publicly called for tests "in the market
place" to determine whether pay tv does
have support from the public.
Last March, there was understood to be
a majority of four commissioners in favor
of authorizing pay tv tests. These included,
it is known, Chairman George C. McCon-
naughey, and Comrs. John C. Doerfer, T.
A. M. Craven and Mr. Lee. Bucking this
move — and calling for further evidence —
were Comrs. Rosel H. Hyde and Robert T.
Bartley. Comr. Mack felt then, as he de-
clared also last week, that the Commission
must first determine the basic public inter-
est question.
Those in favor of approving field tests
were also agreed that strict limitations were
required in order to keep the tests within
the bounds of experimentation. Suggested
provisions included such limitations as pro-
hibiting the trial runs in markets with less
than four stations, to network affiliates, to
vhf statics, to certain portions of the day or
week, or to certain percentages of the day,
week or month.
Other questions had to do with the ques-
tion of whether a single system should be
permitted in each test city, or whether all
or any systems should be permitted to en-
gage in the field tests, and whether the test
should be limited to only one station per
city or to all stations in the market.
It was quickly observed that even should
the FCC receive all comments by the July
8 deadline, a new commissioner and a new
chairman will be sitting when the next step
is considered. This could mean, it was noted.
that the present majority favoring tests
might become a minority. Mr. McConnaug-
hey's term expires June 30.
The trial period — if authorized — is ex-
pected to last two or three years. By then,
it is believed, the soundness or limitations
of pay tv proposals should be evident.
In February 1955, the FCC issued its
first formal notice on pay tv — inviting com-
ments on proposals submitted by Zenith
Radio Corp., Skitatron Electronics & Tele-
vision Corp., and International Telemeter
Corp. A pro and con file exceeding 25,000
comments — one of the largest in the FCC's
history — was the result.
In its notice last week, the FCC declared
unequivocally that it has the power to au-
thorize pay tv if it finds that it is in the
public interest to do so.
But, it also added, it had not made up its
mind just how pay-as-you-see tv should be
classified. There have been strong argu-
ments that subscription tv comes within the
meaning of broadcasting as defined in the
Communications Act — and just as sturdy
espousal that it should be treated more
like a public utility or a common carrier.
The Commission in its notice said it was
not necessary to reach a determination on
this question now, particularly since answers
to some of the pertinent questions on this
point might be after the trial.
It also emphasized that if the additional
information left still uncertain the extent of
test operations, it might order oral hearings.
And, it made clear, even if test operations
were authorized, there still would be major
decisions which would have to be answered
— some by further hearings, and others
probably by Congress — before the ultimate
question is reached: Whether or not to
authorize pay tv as a commercial service.
TEXT OF FCC'S REPLY
TO HARRIS ON TOLL TV
THIS is in response to your letter of April
19, 1957, requesting a statement of the Com-
mission's views concerning eight questions
relating to proposals for the use of television
broadcast frequencies for subscription tele-
vision.
You will recall that several members of
the Commission met with you on May 14,
1957, for a preliminary exchange of views
with respect to the matters contained in your
letter. Since that time, the Commission, in
giving further consideration to this matter,
has determined that a notice of further pro-
ceedings in the pending subscription tele-
vision proceeding (Docket 11279) should be
issued. This Notice is designed to advise the
interested parties of the Commission's de-
termination that a trial demonstration of
subscription television may now be desirable
and appropriate in the current proceedings,
so that a sound decision may be reached as
to whether the authorization of subscription
television will serve the public interest, con-
venience and necessity.
However, as indicated in the Notice, the
question of field demonstrations in itself
poses problems, in terms of the nature and
scope of such demonstrations and the condi-
tions under which they should be conducted.
Page 32 • May 27, 1957
Broadcasting • Telecasting
ADVERTISERS AND AGENCIES
The objective is to obtain for the Commis-
sion the most useful information and data
upon which it may base its conclusion in the
matter. Accordingly, the Commission has
requested the interested parties to submit
statements informing us as to their views on
specific questions relating to the conditions
and factors which would govern the conduct
of trial demonstrations of subscription tele-
vision.
With respect to the specific questions
raised in your letter, the Commission feels
that it would be premature at this time to
attempt to state its views on matters as basic
to the proceeding as those presented by you.
The Commission has not as yet. except to
the extent indicated in the attached Further
Notice, made any final determinations on
several of the fundamental problems facing
it in this proceeding and which were con-
tained in the original Notice of Proposed
Rule-Making issued on Feb. 11, 1955. It is
our belief that the detailed information
which we expect will be submitted in re-
sponse to the Further Notice will be ex-
tremely pertinent and helpful in the resolu-
tion of these questions.
More particularly, you will note that the
information called for is of the very nature
which is necessary for an adequate response
to the policy questions raised in your letter
of April 19. 1957. In addition, such infor-
mation should also enable the Commission
to determine whether amendatory legisla-
tion is required and should be recommended
to the Congress in connection with subscrip-
tion television service. The Commission feels
that its reply will be considerably more
meaningful and useful to your Commmittee
if it is based upon an evaluation of the
specific data, information, and viewpoints of
the parties submitted in response to the en-
closed Further Notice.
We are, however, in a position to provide
the factual information you request with re-
spect to the volume of comments received
by the Commission in the proceeding in
Docket 11279, as follows:
The major comments in the subscription
television proceeding were filed by the fol-
lowing parties:
Proponents: Skiatron Electronics & Tele-
vision Corp., Skiatron Tv Inc.; International
Telemeter Corp.: Zenith Radio Corp.: Teco Inc.
Networks: ABC, CBS, NBC.
Associations: Joint Committee on Toll Tv,
NARTB.
Equipment Manufacturers: Jerrold Elec-
tronics Corp.
In addition to the foregoing, briefer com-
ments were filed by a number of vhf and
uhf stations and by organizations including
educational institutions and others. Informal
letters expressing views pro and con have
been received from over 28.000 members
of the public.
I trust that the foregoing will suffice, for
the present, as a response to your letter. You
may be assured that the Commission will
keep your Committee advised of further de-
velopments in this proceeding and will, as
expeditiously as possible in the circum-
stances, respond to the matters raised in
your letter following the receipt and evalua-
tion of the comments requested in the
Votice of Further proceedings.
KUDNER DROPS GM TAB TO MJ&A
• $6 million institutional: NBC-TV 'Wide Wide World'
• $5 million radio-tv budget for Pontiac marks jump
A SWITCH of the General Motors Corp.
institutional advertising budget — from the
Kudner Agency to MacManus. John &
Adams. Bloomfield Hills, Mich., and New
York — was only one reason for joy in the
MJ&A camp last week.
In addition to GM's $6 million "institu-
tional buy" — unprecedented in automobile
history — of all of Wide Wide World on
NBC-TV, MJ&A got unofficial word that
a quadrupled Pontiac Motors Division
broadcast budget of S5 million will be added
to the agency billings for next season.
The agency president, Ernest A. Jones,
had just finished adressing over 150 of
MJ&A"s key personnel at a two-day manage-
ment session at Bloomfield Hills headquar-
ters when approval of the Pontiac budget
came through. Mr. Jones had predicted
MJ&A"s billings would reach $100 million
by 1955 and based this optimism on the past
record of agency growth. While total adver-
tising billing has increased 134% since 1947.
he declared, that of MJ&A has shot up
317%. Presently it stands at over $37
million, he said.
The figure shortly will be changed to $48
million. The GM institutional purchase, an-
nounced jointly last Wednesday by GM
President Harlowe H. Curtice and NBC
President Robert W. Sarnoff. is all of Wide
Wide World next season in its regular 4-
5:30 p.m. time slot on Sunday. Effective
Sept. 15. GM will sponsor 20 ninety-minute
programs every other Sunday WWW will
alternate with Omnibus, so far to be spon-
sored by only one advertiser, this past sea-
son^ Union Carbide Co. (Also scheduled for
the 4-5:30 p.m. spot next season on NBC-
TV are four sports spectaculars as yet unan-
nounced).
The GM purchase is of interest for these
reasons:
• Pegged at $6 million, it is understood
to represent the largest single tv outlay by an
automobile manufacturer for "institutional"
advertising in a single tv season. Chrysler
Corp.'s sole institutional efforts to date have
been last year's It's a Great Life on NBC-TV
and the current CBS-TV Climax-Shower of
Stars. This weekly CBS-TV hour-long series
is estimated to run into a figure of $4 million
per season. Ford Motor Co. is not now
sponsoring an "institutional" tv show, hav-
ing dropped CBS-TV Ford Star Jubilee and
having bowed out of NBC-TV Producers'
Showcase last season.
• In former seasons. WWW was pur-
chased by GM and then reassigned to its
divisions, among them. Delco-Remv and
AC Sparkplug. Involved were several agen-
cies, now one will handle the show.
• It marks an end to the reign of Kudner
Agency as the "institutional agency" for
GM, although the WWW purchase does not
affect Kudner's status as the Buick agency.
The additional $5 million gained by
MJ&A in broadcast billing for GM has not
been announced formallv. but it entails Pon-
tiac's 1957-58 radio-tv budget, represent-
ing a jump of $3.5 million over this past sea-
son's expenditures. A proposal for the 1 957-
58 ad strategy was submitted to Detroit GM
officials a month ago and won approval.
Just as the 1958 Pontiac wiil undergo a
facelifting job, so will its advertising strat-
egy. Bullish on tv in the 1955-56 season
(NBC-TV Playwrights '56 and other network
tv sponsorships), Pontiac cut broadcast ex-
penditures drastically this past season, being
seen o:i only one show — the Dec. 30, 1956
pro-football sportscast on NBC-TV.
Pontiac spent SI million on its 1957 new-
model announcement campaign, scattered
radio-tv spot drives and the MBS Notre
Dame U. football series. This past spring, it
souped up its radio activity with recent pur-
chases of the NBC Radio hourly newscasts
and in CBS Radio's segmentation plan. All
told, its 1956-57 broadcast budget could
safely be estimated at no more than $1.6
million.
The 1957-58 strategy for Pontiac. en-
visioned by MJ&A and approved by GM:
» It plans to use approximately SI. 5 mil-
lion worth of network tv time, sponsoring
four or five spectaculars, two of which al-
ready have been firmed up on NBC-TV.
These are the Mary Martin "Annie Get
Your Gun" musical extravaganza, which
Pontiac will co-sponsor with Pepsi-Cola Co.
(through Kenyon & Eckhardt) on Nov. 27.
It has signed, too. for the Dec. 29 pro foot-
ball World Series on NBC-TV, but has an
option to relinquish parts of this to other
sponsors, should Pontiac wish to redistribute
its tv coin at a later date. The remaining
three spectaculars are not yet scheduled but
Pontiac expects to be on with them the end
of February, end of March and end of May.
• It plans to spend $2 million in tv spot
announcements in the top 35 markets, with
the intention of staying in these markets
for periods up to 52 weeks. This is based on
Pontiac's and the agency's desire to "latch
on" to the best possible time slots during the
day and evening.
The $2 million spot figure conceivably
may mark not only a "first" for Pontiac, but
for the entire auto manufacturing industry.
Although auto dealers and associations from
time to time have spent considerably more
in spot, this Pontiac purchase may mark the
first time an automaker has had a spot
campaign of this scope.
• Another $750,000 has been allocated
toward a 13-week radio spot campaign to
coincide with announcement time for the
new model. This drive will go into 80-90
markets, but will not represent the actual
announcement campaign. This push will
enter the nation's living rooms via 1,400
radio stations, probably around the end of
November. (Pontiac, as conscious of the
competition as the next automaker, naturally
won't divulge unveiling dates).
• Beginning Sept. 22. Pontiac will spon-
sor the MBS Notre-Dame U. football eames.
Broadcasting
Telecasting
.\/rtv 27. 1957
Pase
ADVERTISERS AND AGENCIES
Spot Radio Up 40.5%
In First '57 Quarter
SPOT radio gross time sales rose to an all
time high in the first quarter of 1957, show-
ing an increase of 40.5% over the first quar-
ter of 1956, according to a report released
for today (Monday) by Lawrence Webb,
managing director of Station Representatives
Assn.
Mr. Webb said the estimated total of spot
radio gross time sales for the first three
months of this year was $48,827,000, com-
pared with $34,750,000 for the same period
in 1956. Price Waterhouse Co. made the
estimate for SRA.
Mr. Webb said that without any question
the tremendous increase can be attributed to
the heavy saturation spot campaigns in the
top major markets. But he said there are
indications even the major secondary mar-
kets are sharing in this upsurge in spot radio
advertising. Spot checks throughout the
country have shown some stations with more
than a 50% increase as against the same
period in 1956, Mr. Webb reported.
The SRA official noted more and more
national advertisers are turning to spot radio
with increased budgets and there appears
to be no letup in the buying. He estimated
that if the present trend continues national
spot gross time sales "could easily exceed
$200 million this year."
SUMMING UP 1957'S FIRST QUARTER SPOT TV
NATIONAL ADVERTISERS spent $116,-
935,000 for spot television time in the first
three months of 1957, TvB reported last
week in releasing its first-quarter study of
tv spot spending as prepared by N. C. Rora-
baugh Co. This is apart from their expendi-
tures for talent and production.
The top 100 spenders in TvB's list had
an aggregate gross outlay of $75,193,200
for spot time. These same 100 advertisers
also invested $69,011,458, also gross, in
network television time during the first
quarter, according to figures compiled by
B»T from Publishers Information Bureau
data.
The $116.9 million spot total for the
first quarter of 1957 reflects reporting from
321 stations. It compares with $100.2 mil-
lion in the same period of 1956, which re-
flected reporting from 267 stations. The
16.7% gain was attributed to more than the
increase in number of stations reporting.
Said TvB President Norman E. Cash: "We
compared the same 255 stations that re-
ported in both quarters. These stations show
an increase on a gross one-time rate basis
of 11.7% for the first quarter of '57 over
the similar period for '56."
Moreover, he noted, 23 companies in-
vested more than $1 million in the first
quarter of this year, as against 15 in the
first quarter of last. Many leading spot ad-
vertisers increased their spot spending, and
most of the 3 1 major product classifications
also showed substantial increases, Mr. Cash
said. "It is apparent, from our analysis, that
advertiser endorsement of spot television
continues at a healthy and lively pace," he
concluded.
SPOT BUYING BY CATEGORY
GARDEN SUPPLIES &
EQUIPMENT
190.00U
AGRICULTURE
Feeds, Meals
Misceilaneous
ALE, BEER & WINE
Beer & Ale
Wine
$ 410,000 COSMETICS & TOILETRIES 10,660,000
280,000
130,000
8,514,000
7.548,000
966,000
AMUSEMENTS,
ENTERTAINMENT 119,000
AUTOMOTIVE 2,293.000
Anti-Freeze 13,000
Batteries 39,000
Cars 1,212,000
Tires & Tubes 237,000
Trucks & Trailers 502,000
Miscellaneous Accessories
& Supplies 290,000
BUILDING MATERIAL,
i EQUIPMENT, FIXTURES,
PAINTS 450,000
Fixtures, Plumbing,
Supplies 69.000
Materials 129,000
Paints 96,000
Ppwer Tools 23,000
Miscellaneous 130,000
CLQTHING, FURNISHINGS,
ACCESSORIES 2,170,000
Clothing 2,000,000
Footwear 157,000
Hosiery 8,000
Miscellaneous 5,000
CONFECTIONS & SOFT
DRINKS 7,234,000
Confections 3,563,000
Soft Drinks 3,671,000
CONSUMER SERVICES 3,177,000
Dry Cleaning & Laundries 42,000
Financial 550,000
Insurance 509,000
Medical & Dental 53,000
Moving, Hauling, Storage 115,000
Public Utilities 1,523,000
Religious, Political Unions 265,000
Schools & Colleges 21,000
Miscellaneous Services 99,000
Cosmetics
Deodorants
Depilatories
Hair Tonics & Shampoos
Hand & Face Creams,
Lotions
Home Permanents &
Coloring
Perfumes, Toilet Waters,
etc.
Razors, Blades
Shaving Creams, Lotions,
etc.
Toilet Soaps
Miscellaneous
DENTAL PRODUCTS
Dentrifices
Mouthwashes
Miscellaneous
2,703,000
1,222,000
313,000
2,070.000
128,000
812,000
189.000
6.000
891,000
1.491,000
835,000
1,536,000
1,191,000
41.000
304.000
DRUG PRODUCTS
Cold Remedies
Headache Remedies
Indigestion Remedies
Laxatives
Vitamins
Weight Aids
Miscellaneous Drug
Products
Drug Stores
12.981,000
3,330,000
1,896,000
2,448,000
1,£08,000
565,000
130,000
2,531,000
273,000
; FOOD & GROCERY
PRODUCTS
Baked Goods
CgtgqIs
Coffee, Tea & Food
Drinks
Condiments, Sauces,
Appetizers
Dairy Products
Desserts
Dry Foods (Flour, Mixes,
Rice, etc.)
Fruits & Vegetables,
Juices
Macaroni, Noodles, Chili,
etc.
Margarine, Shortenings
Meat, Poultry & Fish
Soups
Miscellaneous Foods
Miscellaneous Frozen
Foods
Food Stores
32,860,000
7,371,000
2,408,000
6,904,000
1,316,000
1,697,000
146.000
1,701,000
2,381,000
721,000
1,498,000
1,637,000
100,000
2,072,000
1,156,000
1.752,000
GASOLINE & LUBRICANTS 5.422,000
Gasoline & Oil 5.249.C00
Oil Additives 137,000
Miscellaneous 35,000
* Includes frozen foods in appropri-
ate sub-classifications. Supersedes
earlier practice of grouping all
frozen foods in a separate cate-
gory.
HOTELS, RESORTS,
RESTAURANTS 87,000
HOUSEHOLD CLEANERS,
CLEANSERS, POLISHES,
WAXES 2,808,000
Cleaners, Cleansers 1,258,000
Floor & Furniture Polishes,
Waxes 79.000
Glass Cleaners 278X00
Home Dry Cleaners 907,000
Shoe Polish 18.000
Miscellaneous Cleaners 268.000
HOUSEHOLD EQUIPMENT
APPLIANCES 1,472,000
HOUSEHOLD FURNISHINGS 1,380.000
Beds, Mattresses. Springs 1.167.000
Furniture & Other
Furnishings 213,000
HOUSEHOLD LAUNDRY
PRODUCTS
Bleaches, Starches
Packaged Soaps,
Detergents
Miscellaneous
HOUSEHOLD PAPER
PRODUCTS
Cleansing Tissues
Food Wraps
Napkins
Toilet Tissue
Miscellaneous
3,732,000
596,000
2,823,000
313,000
1,618,000
480.000
125,000
262.000
167,000
584,000
HOUSEHOLD, GENERAL 592,000
Brooms, Brushes, Mops, etc. 3,000
China, Glassware, Crockery,
Containers 3,000
Disinfectants. Deodorizers 285,000
Fuels (Heating, etc.) 41,000
Insecticides, Rodenticides 35,000
Kitchen Utensils 5.000
Miscellaneous 220.000
NOTIONS 30,000
PET PRODUCTS 1,679,000
PUBLICATIONS 553,000
SPORTING GOODS,
BICYCLES, TOYS 115,000
Bicycles & Supplies
General Sporting Goods 1,000
Toys & Games 107,000
Miscellaneous 7,000
STATIONERY, OFFICE
EQUIPMENT 131,000
TELEVISION, RADIO,
PHONOGRAPH, MUSICAL
INSTRUMENTS 423,000
Antennas 83,000
Radio & Television Sets 97,000
Records 150.000
Miscellaneous 93.000
TOBACCO PRODUCTS &
SUPPLIES 10,331,000
Cigarettes 9,847,000
Cigars. Pipe Tobacco 442,000
Miscellaneous 42,000
TRANSPORTATION &
TRAVEL 884,000
Air 475.000
Bus 174,000
Rail 213,000
Miscellaneous 22,000
WATCHES, JEWELRY,
CAMERAS 1,249,000
Cameras, Accessories,
Supplies 136,000
Clocks & Watches 1,008,000
Jewelry 58,000
Pens & Pencils 47,000
MISCELLANEOUS
Trading Stamps
Miscellaneous Products
Miscellaneous Stores
TOTAL
1,835.000
369.000
773,000
693,000
$116,935,000
Page 34
May 27, 1957
Broadcasting • Telecasting
BLUE CHIPS IN SPOT TV:
Spot
Network
Total
1
PROCTER & GAMBLE
S3. 726.800 S
>1 1,890,958
$15,617,758
2
BROWN & WILLIAMSON
3,633.000
1.196.385
4,829,385
3
STERLING DRUG
2,942.900
914,698
3,857,598
4
CONTINENTAL BAKING
2,822,000
167,056
2,989,056
5
CARTER PRODUCTS
2,447.100
592.186
3,039,286
6
PHILIP MORRIS
1,993,000
390.081
2,383,081
7
GENERAL FOODS
1.922.600
4.156.842
6,079,442
8
WARNER-L AM B ERT
1,882,800
449,748
2,332,548
9
COLGATE-PALMOLI\ 1
1.688.800
4.592,848
6,281.648
10
NATIONAL BISCUIT
1.611.300
520.882
2.132,182
11
MILES LABS
1,535.700
1,343,700
2,879,400
12
INTL. LATEX
1,408,700
none
1.408,700
13
LIGGETT & MYERS
1.397.400
2,203,456
3,600,856
14
AMERICAN TOBACCO
1,317.600
1.974.873
3,292.473
15
LEVER BROS.
1.313,500
2.803.133
4,116,633
16
GROVE LABS.
1.211,600
296,355
1,507,955
17
FORD MOTOR
1.168,300
3.255,809
4.424.109
18
COCA-COLA (BOTTLERS)
1.155,300
634,001
1,789,301
19
PEPSI-COLA (BOTTLERS)
1.143.900
92.374
1.236,274
20
KELLOGG
1.105.800
1.660,821
2,766.621
21
AMERICAN CHICLE
1,085,000
516.214
1.601.214
22
P. LORILLARD
1,012,300
1.183,812
2.196.112
23
BULOVA WATCH
1.002,200
744.732
1.746,932
24
ESSO STANDARD Oil
919,000
none
919.000
25
ROBERT HALL
910.800
none
910,800
26
CORN PRODS. REFINING
846,800
730.834
1,577.634
27
MAX FACTOR
794.600
413,331
1.207,931
28
AVON
765,200
none
765,200
29
THOS. J. LIPTON
728,100
343.614
1.071.714
30
AMERICAN HOME PRODS.
718,400
4.319.087
5,037,487
31
FOOD MFRS.
696,700
none
696,700
32
HAROLD F. RITCHIE
692,600
none
692.600
33
GLAMORENE
667,100
none
667,100
34
NESTLE
652,000
1.059,861
1,711,861
35
PETER PAUL
650,400
none
650,400
36
ADELL CHEMICAL
640,400
none
640.400
37
BEECH-NUT LIFE SAVERS
639,100
none
639,100
38
BLOCK DRUG
603,600
none
603.600
39
PLOUGH INC.
591,500
none
591.500
40
HELAINE SEAGER
586,100
none
586,100
41
CHARLES AN TELL
. 583,600
none
583,600
42
TEA COUNCIL
581.600
none
581,600
43
MINUTE MAID
579.500
51.920
631,420
44
TEXAS CO.
576,100
none
576,100
45
SEVEN-UP (BOTTLERS)
574,900
none
574,900
46
SHELL OIL
530.200
none
530,200
47
SIMMONS (DEALERS)
525,200
none
525,200
48
R. J. REYNOLDS
491,600
2,898,646
3,390,246
49
J. A. FOLGER
488,300
none
488.300
50
P. BALLANTINE
469,800
none
469.800
Broadcasting • Telecasting
IE top 100 spent S75, 193.200 in the first quarter of 1957
JD PUT ANOTHER S69. 01 1.458 OF THEIR BUDGETS INTO NETWORK
Spot
Network
Total
51
RALSTON-PURINA S
464,200 S
491,767
S 955,967
52
MARATHON
437,100
none
437,100
53
READER S DIGEST
428.600
none
428,600
54
ANHEUSER-BUSCH
425,200
none
425,200
55
WESSON OIL-SNOW DRIFT
422,800
621,862
1,044,662
56
FLA. CITRUS COMM.
42 1 .000
154.599
675,599
57
STANDARD OIL. [NO.
412.800
132.786
545,586
58
UNITED FRUIT
412.000
none
412,000
59
H. J. HEINZ
403,100
519.659
922,759
60
WM. WRIGLEY
400.200
none
400,200
61
RCA
399,300
457.768
857,068
62
BRISTOL-MYERS
387,700
2,973.298
3,360.998
63
SUNSHINE BISCUIT
386,900
none
386,900
64
MAYBELLINE
382,800
43.916
426,716
65
M. J. B. CO.
381.600
none
381,600
66
SARDEAU
380,800
none
380,800
67
ROBERT CURLEY
379,400
none
379,400
68
SOCONY MOBIL
369.400
none
369,400
69
NATIONAL DAIRY
368.200
1,696,588
2,064,788
70
CLOROX
359,000
none
359,000
71
BUITONI PRODS.
356.100
none
356,100
72
PILLSBURY MILLS
353,900
1,090,234
1.444,134
73
PABST
352,300
339.288
691,588
74
FALSTAFF
345,400
none
345,400
75
F F nRFW
340.700
none
340.700
76
FRONTIER FOODS
339.000
none
339.000
SINCLAIR REFINING
336.600
none
336.600
78
AMERICAN BAKERIES
336,300
6.025
342,325
79
QUAKER OATS
328.900
1.308.298
1.637,198
80
U. S. BORAX
321.400
none
321.400
81
TiROrFRY STORF PRODS
319.900
none
3 19.900
o
PFf \ R \f A C FT "TIT A T s TV<~
316.500
2.241.342
2.557,842
Ou
nR 4 rv'FTT
u is. a rv jr. i 1
314,400
none
314,400
« 1
UTJ T < RRPfi (~nFFFF
3 10.700
none
310.700
85
ruiDi r: c PFT7FR
*04 900
none
304.900
86
3 1 -A . > L* A IN. L> D IN..A . > U J5
303,400
1.000.022
1.303.422
87
PTFI RRD*s
292.900
none
292.900
88
BON AMI
288.700
153.470
442.170
89
duct Fnnnc
?88 000
q 1 fl 5 j.0
1 ~>0f> ~>-l()
1 ,_UU,--rU
90
YVT i nRnnT
282.600
35"> 806
635 406
91
S 1 J. ^QS
7Q£ 79x
92
r. & -M. jLnAlirjr.K DKtNN .
none
111 ">00
x f t i vfd pDnnc
>1 1 L EN jr. ts. r l\UUo.
~> son
none
">66 800
Q4
DUTDI U "T \T
r t 1 Rl \\l.\h
it? 7nn
_OJ . / uu
none
. / \J\J
Q "
p irrpir tfi jr. tpt
JrALlrlC ItL. o. 1 tL.
-DU, / UU
none
260.700
96
">60 ""OO
none
260,200
Q -
y 1
MONARCH WINh
259,200
none
259.200
98
GENERAL MILLS
256.200
2,596,938
2,853,138
99
MARS
255,400
none
255,400
100
BURGERMEISTER BREWING
254,300
none
254,300
May 27. 1957
• Page 35
ADVERTISERS & AGENCIES
TV NETWORK BUYS AND BUYERS
NATIONAL advertisers in five prod-
uct categories continued to funnel
blue chips into network tv in March
at a rate high enough to pile up a
nearly-$10 million gross billing edge
for the January-March period over
the total set for the first quarter a
year ago.
These leading product categories
included such pace setters as foods,
drugs, soaps, toiletries and industrial
materials. The last named, as of
March, was coming up strong. First
quarter gross for the networks this
year was $126,440,618, or just a shade
under $10 million more than the same
period in 1956.
Procter & Gamble outstripped its
nearest contender (Chrysler) in the
top 10 listing — as compiled from Pub-
lishers Information Bureau data — by
nearly $2.5 million. At gross rates, the
networks in March sold more than $4
million in time to P&G.
Nine of the top 10 advertisers ap-
peared in both the February and
March compilations. The single change
was General Motors' reappearance in
the listing, and the drop from the top
10 of R. J. Reynolds. Seven of the
nine advertisers placing both months
in the top 10 listing increased their
spending in March as compared to
February. Colgate - Palmolive was
nearly equal in its March total com-
pared to February, while both General
Foods and American Home Products
spent less in March.
GM thus far in the year has not
emerged as a leading network buyer
to the extent that it had a year ago.
In March 1956, General Motors had
TOP TEN ON TV NETWORKS
MARCH 1957
I.
PROCTER & GAMBLE
$4,028,856
2.
CHRYSLER
1,596,358
3.
COLGATE-PALMOLIVE
1,412,781
4.
AMERICAN HOME
PRODS.
1,380,011
5.
GENERAL FOODS
1,359,065
6.
GENERAL MOTORS
1,141,249
7.
GILLETTE
1,125,372
8.
LEVER BROS.
1,098,443
9.
FORD
1,089,912
10.
BRISTOL-MYERS
974,306
been No. 2 with more than $2 million
of time bought on the networks at
gross rates. But for that month this
year, GM spent a little more than $1.1
million to hold sixth ranking.
1
I
I
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING MARCH '57
AND JANUARY-MARCH '57 AS COMPARED TO 1956
Mar. '57 Jan.-Mar. '57 Mar. '56 Jan. -Mar. '56
AGRICULTURE & FARMING $ $ $ 85.493 $ 150,584
LEADING ADVERTISERS IN RESPECTIVE
GROUPS DURING MARCH 1957
APPAREL, FOOTWEAR & ACCESS.
463,185
965,625
276.057
838,506
KNOMARK MFG. <
i 102,765
AUTOMOTIVE, AUTO EQUIP. & ACCESS.
4,370.493
12.669,657
5,510.012
15.815,615
CHRYSLER
1.596,358
BEER, WINE & LIQUOR
626,612
1,776,184
574.521
1,670,714
JOSEPH SCHLITZ BREWING
274,875
BUILDING MATERIALS, EQUIP. & FIXTURES 520,175
1,080,411
283,492
698,820
JOHNS-MANVTLLE
99,243
CONFECTIONERY & SOFT DRINKS
558,311
1,930,522
991,831
2,722,835
SWEETS CO. OF AMERICA
205,773
CONSUMER SERVICES
543,733
1,265,551
77,953
176,746
AT&T
432,265
DRUGS & REMEDIES
4,041,741
11,965,016
3,135,059
9,388,243
AMERICAN HOME PRODS.
1,151,896
FOOD & FOOD PRODUCTS
8,736,544
25,903.203
7,532,000
22,098,911
GENERAL FOODS
1,359,065
GASOLINE, LUBRICANTS & OTHER FUELS
286,035
745.887
431,532
1,146,102
GULF OIL
237,345
HORTICULTURE
51,720
HOUSEHOLD EQUIPMENT & SUPPLIES
1,622,793
5,089.539
2,469,335
7,513.398
WESTINGHOUSE ELECTRIC
352,540
HOUSEHOLD FURNISHINGS
225,638
686,753
303,450
710.092
ARMSTRONG CORK
88,465
INDUSTRIAL MATERIALS
1.303,796
3,804,576
774,324
2,364,860
ALCOA
282,510
INSURANCE
683,121
1,590,297
332,002
1,098,371
PRUDENTIAL
301,335
JEWELRY, OPTICAL GOODS & CAMERAS
682,825
2,061.244
482,640
1,156,149
BULOVA
248,604
OFFICE EQUIPMENT. STATIONERY &
WRITING SUPPLIES
376.286
747.792
424.918
1,119,263
HALLMARK CARDS
148,868
PUBLISHING & MEDIA
309,524
817,826
1 1 1 .0 1 3
318,194
TIME INC.
309,524
RADIOS, TV SETS, PHONOGRAPHS,
MUSICAL INSTRUMENTS & ACCESS.
226.319
1.063.622
689,154
2,185,037
RCA
150,917
SMOKING MATERIALS
3,788,993
10.702,261
3,872,530
11,000,907
R. J. REYNOLDS TOBACCO
972,029
SOAPS, CLEANSERS & POLISHES
5,582,926
16,191,317
5,131,048
14,269,762
PROCTER & GAMBLE
3,568,876
SPORTING GOODS & TOYS
37,196
100,270
3 1 ,545
104,889
MATTEL
31,127
TOILETRIES & TOILET GOODS
7,942,539
23,825,096
6,704,033
19,221,274
GILLETTE
1,125,372
TRAVEL, HOTELS & RESORTS
143,009
296.461
42,090
145,320
PAN AMERICAN
143,009
MISCELLANEOUS
481,621
1,109.788
337.297
777,928
QUAKER OATS
133,148
TOTAL
43,553.415
126,440.618
40.603,332
11 6.692,520
Source: Publishers Information Bureau
mm::
Page
36
May 27, 1957
Broadcasting • Telecasting
I
1
Talk about
promoting!
We don't talk about it. We do it! And in spades. Day
in and out 'round Baltimore we talk up W-l-T-H— and
our advertisers. Nobody— but nobody— is immune
to it. Even the steeplejack atop City Hall can see our
giant jEHZBHEEsgfr in the heart of town—
and our I:1IH:T.H:J*» -and our EBEBB2»
Housewives see them, too, as well as our
EHagEHHI^andourda.ly
EB33Z33iiE3^ And when they visit their
food store— any food store, chain or independent— they
see powerful W-l-T-H E3giBSBEHI^ New
Baltimoreans learn about us right off the bat through
VHilMMMULXtMlW Teen-agers pick up a
W-l-T-H weekly ■ : 1 1 m i'J : l n £•) l »]37fr on every
excursion to their record store. Constant
EESggZHI»and E233HI3^ flow to the
food and drug channels. Promoting? It's our lifeblood
—and one of the big reasons why W-l-T-H has twice as
many advertisers as any other Baltimore radio station.
in Baltimore
Tom Tinsley President
R. C. Embry Vice Pres.
WITH f
National Representatives: Select Station Representatives
in New York, Philadelphia, Baltimore, Washington
Forjee & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta
Broadcasting • Telecasting
.\/av 27. 1957 • Page 37
the more you compare programming,
ratings, coverage, or costs per
thousand — the more you'll prefer
WAVE Radio
WAVE-TV
LOUISVILLE
NBC AFFILIATES
NBC SPOT SALES, EXCLUSIVE NATIONAL REPRESENTATIVES
ADVERTISERS AND AGENCIES
WSAAA Hears Three
On Rating Misuses
THREE experts, scheduled to debate the
reliability of program ratings at last Mon-
day's monthly meeting of the Western States
Advertising Agencies Assn.. instead wound
up by agreeing that what's really wrong is
not the ratings but the way they are used
and misused.
Edwin Cahn, manager of the Pacific Coast
office of The Pulse Inc., described ratings
as an expression of the public's opinion of
a program as entertainment. As such they
are valuable, he said, but it would be folly
for an agency to depend solely on ratings
when deciding whether to buy a particular
program or not.
In fact, he noted, ratings can probably
be more helpful in buying spots by showing
which programs provide the best adjacencies,
than in buying programs, where a contract
for 13, 26 or 39 weeks is signed before the
show is on the air and any rating is avail-
able.
Only for the decision whether or not to
renew the series do ratings give much as-
sistance to the program buyer, Mr. Cahn
commented, and by that time sales figures
should be available, providing a much better
answer than ratings as to whether sponsor-
ing that program has done a job for the
advertiser.
Dr. Martin L. Klein, rocket research
specialist at North American Aviation and
also a tv performer on the Adventure To-
morrow science series on ABC-TV, objected
to ratings reports from both points of view.
As a statistician, Dr. Klein said, he re-
sents the presentation of a rating figure like
13.1 which implies that the measurement is
exact to one-tenth of a rating point whereas
in fact it means only that the true rating is
somewhere within two or three points above
or below the published figure.
A rating now given as 20, he stated,
should not be reported as 20, but as 16-to-
24, showing the probable range within which
the program's popularity falls. In answer
to questions, Dr. Klein admitted that if the
double-figure system of reporting ratings
were followed it miaht add to, rather than
MERCHANDISING AID
AS a means of gaining maximum mile-
age out of its extensive advertising
budget in radio, television and other
media, Kraft Foods Co., Chicago, has
engaged David Piel Inc., New York,
producer of sales training films and
tv film commercials, to produce three
15-minute sales training films to teach
Kraft salesmen the principles behind
the company's advertising program.
In turn, the films are designed to help
the salesmen persuade Kraft custom-
ers, such as jobbers and retail outlets,
to capitalize on company advertising
through use of local promotional and
advertising efforts. The agency for
Kraft is J. Walter Thompson Co.,
Chicago.
diminish, confusion about ratings, as each
station or agency would use the upper figure
to build up its own programs, the lower one
to knock down the programs of the com-
petition.
As a performer, Dr. Klein objected to
the fact that in two years on the air he'd
been told a great deal about his program's
rating but nothing at all about the program
itself or how to give the public what it wants.
"The graphic arts people can tell you that
men like blue and will buy goods put up in
blue packages," he said, "'and that women
like red and will buy things in red packages,
but no one can tell you what people want in
tv."
Ratings should be looked on not as final
answers but as a measure of opportunity,
Dr. Floyd L. Ruch, president. Psychological
Services Inc.. and professor of psychology
at U. of Southern California, said. The im-
portant thing is how the advertiser and its
agency take advantage of the opportunity
their radio or tv activity gives them to sell
goods, he stated.
For this purpose a knowledge of what the
program is doing to modify the buying be-
havior of its audience or to modify the at-
titudes that lead to the desired behavior is
more important than to know the number
of listeners or viewers a program has, Dr.
Klein commented. He urged that less at-
tention be given to ratings and more to
motivation research, which he said can
show why some programs with low ratings
do a better selling job for their sponsors
than other shows with higher ratings do for
theirs.
Attempts of the speakers to answer the
inevitable question about why different rating
services give different ratings to the same
program with explanations as to the effects
of weather, competitive attractions, differ-
ing techniques of collecting data from differ-
ing population samples and the like proved
no more satisfactory to the questioners than
usual.
Questions of this sort persisted until Dr.
Ruch cut them off by reporting that he
teaches a course in statistics at USC which
meets three times a week for 18 weeks and
devotes about 25% of its total time to this
question. He invited those who really want
to understand why ratings vary from service
to service to sign up for his course next
semester.
Sheaffer Sets School Drive
THE heaviest back-to-school advertising and
promotion campaign in the history of
Sheaffer Pen Co. will be launched Aug. 1
in behalf of the company's new sterling-
silver-tipped ballpoint pen, officials said last
week in introducing the new models. Private
Secretary, which Sheaffer co-sponsors on
CBS-TV (Tues., 8:30-9 p.m. EDT); spot tele-
vision, and both spot radio and spot tv on a
dealer cooperative basis, will be used along
with newspapers and magazines to promote
both the new ballpoint and Sheaffer's new
cartridge fountain pens and cartridge foun-
tain pen desk set. which also were introduced
last week. Russel M. Seeds Co., Chicago, is
the agency.
BROWN
Broadcasting • Telecasting
D-F-S Unit to Make
Top Agency Decisions
A SIX-MAN executive committee appointed
last week at Dancer-Fitzgerald-Sample, New
York, will operate at the top level in deci-
sion making and marks the further growth
of D-F-S in the
ranks of agencies
with high radio-tv
billings. In 1956,
D-F-S was among
the top 10 agencies
in radio-tv.
Of significance is
the assignment of
the committee's
chairmanship to
Dr. Lyndon O.
Brown, who is vice
president in charge
of media merchan-
dising and research. Other members of the
committee (all vice presidents): Fred T.
Leighty. account supervisor and manage-
ment, and account supervisors Chester T.
Birch, Sidney J. Hamilton, Gordon H. John-
son and George G. Tormey. Mr. Leighty
was elected secretary of the committee. All
six have been with D-F-S an average of 12
years.
According to the announcement by H. M.
Dancer, board chairman, and Clifford L.
Fitzgerald, president, the executive commit-
tee membership will be appointed annually
by the D-F-S board.
D-F-S' current overall billing is said to be
approximately $65 million with radio-tv's
share S37.5-S39 million.
Major function of the executive commit-
tee is to "initiate, advise on, and approve all
major plans, basic advertising campaigns
and important recommendations to clients."
D-F-S also has an advisory committee, cre-
ative plans board and an operating commit-
tee. But with the agency's growth, the need
for a standing committee to handle prob-
lems in determining the calibre of recom-
mendations to clients has been felt. The new
executive committee is expected to fill that
role.
American Airlines Launches
Binaural Test for Program
STEREOPHONIC sound got a shot in the
arm last week as American Airlines, cele-
brating its fourth anniversary of Music Till
Dawn on nine major market radio stations,
launched a test of binaural broadcasts via
KNX-AM-FM Los Angeles and KCBS-AM-
FM San Francisco. The effort was launched
through the help of a major tape recording
manufacturer, and if the test proves suc-
cessful, the experiment will be tackled by
other stations presently carrying the pro-
gram.
Those interested in the stereophonic Mu-
sic Till Dawn are WCBS-AM-FM New York,
WWJ-AM-FM Detroit, WBBM-AM-FM
Chicago and KRLD-AM-TV Dallas. Other
stations in the AA lineup unable to sched-
ule sound because of lack of simultaneous
fm operations (i.e., stations mamtaining a
May 27, 1957 • Page 39
ADVERTISERS AND AGENCIES
limited fm schedule) are WTOP Washing-
ton, WBZ Boston and WLW Cincinnati.
The sparkplug behind the move to go
binaural is AA's agency, Lennen & Newell,
New York. According to Sherry Heath,
radio-tv account executive on the airline
account, stereophonic concerts will do much
to aid the cause of fm broadcasting on major
market stations.
Schick, Sperry-Rand
Settle Out of Court
AN out-of-court settlement of the lawsuit
brought by Schick Inc. against the Sperry-
Rand Corp. [B*T, May 20] over a series of
television commercials branded by Schick
as "false and misleading" was reached
Wednesday. Schick withdrew the complaint
upon Sperry-Rand's agreement to withdraw
the offending commercials from the air.
In the complaint, filed May 13 in the
Supreme Court of the State of New York,
Schick contended that the commercials,
sponsored by the Remington Division of
Sperry-Rand, implied the plaintiff's "Lady
Schick" was "rough and damaging to the
skin." According to the complaint, the com-
mercials in question identified the "Lady
Schick" as a "competing shaver" with Rem-
ington's model. Then, the complaint con-
tinued, the commercial pictured another
unidentifiable shaver that tore a lady's stock-
ing— implying that the "Lady Schick" is
damaging to the skin.
After the filing of the complaint, a hear-
ing was set for May 27, at which time Rem-
ington attorneys were to present their answer
to the charges.
Schick's agency is Benton & Bowles, and
Remington-Rand's is Young & Rubicam,
both of New York.
BBDO Does More Revamping
In Its Radio-Tv Department
FURTHER reorganization of BBDO's radio-
tv department and realignment of the execu-
tive table of organization was announced
last week by Charles H. Brower, general
manager of the agency.
Named tv account executive on the Lucky
Strike programs and campaigns was Don
Rowe, former radio-tv production head at
BBDO, Hollywood. He fills the vacancy
created last month by the elevation of
Herminio Traviesas to vice president of
radio-tv [B»T, May 6]. Mr. Traviesas, in
turn, succeeded Robert L. Foreman, who
moved up to overall radio-tv head, execu-
tive vice president and chairman of the plans
board.
Mr. Rowe's assistant in Hollywood, Rob-
ert Stefan, will move into the production
job on the coast.
John Hoagland, formerly head of overall
tv-radio programming, has been assigned a
new post, that of tv account executive on
the Lever Bros, and General Mills accounts.
The GM account previously had been serv-
iced out of the BBDO Minneapolis office.
Succeeding Mr. Hoagland will be George
Polk, in charge of radio-tv planning, who
also will assume Mr. Hoagland's program-
ming responsibilities.
Page 40 • May 27, 1957
Tribune' Forum Hears
Agency-Client Points
CLOSER working relationships between
agencies and their clients and need for bet-
ter communication of the corporate as well
as brand image to consumers in all media
emerged as key discussion topics at the Chi-
cago Tribune's eighth annual advertising and
distribution forum on marketing last week.
A trend toward closer integration of the
activities of advertisers and agencies was
cited Tuesday by Clarence Hatch Jr., execu-
tive vice president, Campbell-Ewald Co.,
and Barton A. Cummings, president of
Compton Adv. Inc. Moderator for the last
of three panels was Vincent Bliss, president,
Earle Ludgin & Co.
Mr. Hatch noted Detroit agencies are ex-
panding inwardly and outwardly — in terms
of services provided and "extra-curricular"
client activities. He described a "deeper and
wider opportunity" for more creative work
at marketing levels. Mr. Cummings stressed
agencies and advertisers are "learning to
work closer together as a close-knit, hard-
hitting marketing team."
Hal Stebbins, president of Hal Stebbins
LATEST RATINGS
Tv Report for April 1957
TOP TEN NETWORK SHOWS
1.
2.
4.
5.
6.
7.
9.
10.
Program
/ Love Lucy
Perry Como
$64,000 Question
You Bet Your Life
Chevy Show — Bob Hope
Ed Sullivan
Lawrence Welk
Red Skelton
I've Got A Secret
Person To Person
Program
1. / Love Lucy
2. Perry Como
3. Ed Sullivan
4. Chevy Show — Bob Hope
5. Lawrence Welk
6. $64,000 Question
7. You Bet Your Life
8. Disneyland
9. Jack Benny
0. Gunsmoke
Ratings
48.8
42.3
42.3
39.8
38.7
37.4
37.2
37.2
35.1
34.7
Viewers
46,330,000
45,330,000
39,470,000
38,130,000
37,290,000
36,720,000
36,650,000
34,980,000
34,720,000
33,710,000
Copyright American Research Bureau
Tv Report for Two Weeks Ending
April 20
TOTAL AUDIENCE (HOMES-000) (t)
Rank Rating
1. / Love Lucy 16,585
2. $64,000 Question 16,113
3. Chevy Show— Bob Hope 15,956
4. Perry Como Show 15,759
5. December Bride 14,855
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B»T tv ratings roundup. Infor-
mation is in following order: program
name, network, number of stations, spon-
sors), agency(s), day and time.
Steve Allen (NBC-130) : participating spon-
sors, Sun. 8-9 pjn.
Jack Benny (CBS-179): American Tobacco
(BBDO), Sun. 7:30-8 p.m.
Perry Como Show (NBC-137): participating
sponsors, Sat. 8-9 p.m.
Chevy Show— Bob Hope (NBC-144) : Chev-
rolet (C-E), Sun. 9-10 p.m.
December Bride (CBS-184): General Foods
(B&B), Mon. 9:30-10 p.m.
Disneyland (ABC-178) : American Motors
(Geyer), American Dairy (C-M), Derby
Foods (M-E), Wed. 7:30-8:30 p.m.
Ford Show (NBC-172) : Ford Motor Co.
(JWT), Thurs. 9:30-10 p.m.
Gunsmoke (CBS-162): Liggett & Myers
(D-F-S), Remington Rand (Y&R), (al-
6. Steve Allen Show
7. Disneyland
8. Gunsmoke
9. Shower of Stars
10. Ed Sullivan Show
14,698
14,580
14,384
14,384
13,991
AVERAGE AUDIENCE (HOMES-000) (t)
Rank
1. / Love Lucy
2. $64,000 Question
3. December Bride
4. Gunsmoke
5. Chevy Show — Bob
6. Perry Como Show
1. I've Got a Secret
8. Millionaire, The
9. Ford Show
10. Red Skelton Show
Ratings
15,877
14,934
13,637
13,519
Hope 13,401
13,087
12,851
12,812
12,497
12,065
TOTAL AUDIENCE (%)*
1. / Love Lucy
2. Chevy Show — Bob Hope
3. $64,000 Question
4. Perry Como Show
5. December Bride
6. Steve Allen Show
1. Disneyland
8. Gunsmoke
9. Shower of Stars
10. Ed Sullivan Show
AVERAGE AUDIENCE (%)*
1. / Love Lucy
2. $64,000 Question
3. Gunsmoke
4. December Bride
5. Chevy Show — Bob Hope
6. Perry Como Show
1. I've Got a Secret
8. Millionaire, The
9. Red Skelton Show
10. Ford Show
43.3
42.2
41.9
41.7
38.9
38.7
38.2
38.2
38.0
36.9
41.5
38.9
35.9
35.7
35.5
34.7
33.9
33.7
33.5
32.5
(t) Homes reached by all or any part of the pro-
gram, except from homes viewing only 1 to
5 minutes.
(+) Homes reached during the average minute of
the program.
* Percented ratings are based on TV homes
within reach of station facilities used by
each program.
Copyright 1957 by A. C. Nielsen Company
ternates), Sat. 10-10:30 p.m.
I hove Lucy (CBS-162) : General Foods
(Y&R), Procter & Gamble (Grey), (al-
ternates), Mon. 9-9:30 p.m.
I've Got A Secret (CBS-190) : R. J. Reyn-
olds Tobacco Co. (Esty), Wed. 9:30-10
p.m.
Lawrence Welk. (ABC-200): Dodge division
of Chrysler Corp. (Grant), Sat. 9-10 p.m.
The Millionaire (CBS-116): Colgate Palm-
olive Co. (Bates), Wed. 9-9:30 p.m.
Person to Person (CBS-179): Amoco
(Katz), Hamm Brewing (Campbell-Mith-
un), Time Inc. (Y&R), Fri. 10:30-11 p.m.
Shower of Stars (CBS-173): Chrysler Corp.
(M-E), Thurs. 8:30-9:30 p.m.
$64,000 Question (CBS-178) : Revlon
(BBDO), Tues. 10-10:30 p.m.
Red Skelton Show (CBS-107) : Pet Milk
(Gardner Adv.), S. C. Johnson & Son
(FC&B), (alternates), Tues. 9:30-10 p.m.
Ed Sullivan (CBS-174): Lincoln-Mercury
(K&E), Sun. 8-9 p.m.
You Bet Your Life (NBC-160)
(BBDO), Toni (North),
Thurs. 8-8:30 p.m.
DeSoto
(alternates),
Broadcasting
Telecasting
WDAY-TV DELIVERS
520% MORE FARGO-MOORHEAD HOMES
THAN STATION "B"!
-TV
WDAY-TV June 1956
7-City Area ARB*
12:00 - 5:00 P.M.
403% MORE
5:00 - 6:00 P.M.
468% MORE
STATION 6:00 " 10:00 PM-
"B" I J 8% MORE
10:00 P.M. - Sign-Off
400% MORE
* North Dakota — Valley City, Wahpeton, Hillsboro, Fargo.
Minnesota — Breckenridge, Fergus Falls, Moorhead.
That's right! — December, 1956, ARB
figures for Fargo-Moorhead credit WDAY-
TV with an average of 520% more homes
than Station "B", for all time periods!
WDAY-TV gets-
760% More— 12 Noon to 5:00 P.M.!
872% More— 5:00 P.M. to 6:00 P.M.!
181 % More— 6:00 P.M. to 10:00 P.M.!
270% More— 10:00 P.M. to Sign-Off!
That's just the Fargo-Moorhead picture.
June, 1956 ARB figures (left) prove that
WDAY-TV is almost as popidar in five
other Red River Valley cities — each
between 40 and 60 miles away!
Your Peters, Griffin, Woodward Colonel
has all the facts.
P. S. Average ARB Rating, 6:00-10:30
P.M., WD A Y-TV — 43.6. Station "B"—11.9.
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
PETERS, GRIFFIN, WOODWARD, INC.
Exclusive National Representatives
Broadcasting • Telecasting
May 27, 1957 • Page 41
ADVERTISERS AND AGENCIES
EVEN the gestures were Gallic when
David B. Williams (r), president of
Erwin, Wasey Co., and Jack Bern-
stein (1), vice president of Wyle Assoc.,
public relations firms, recorded a
series of interviews on advertising and
public relations for broadcast through-
out France. The interviews, conducted
in French by Jacques Bablon of Voice
of America's French service, will be
heard over Chaine Nationale, the
French national network, originating
in Paris. Mr. Williams and Mr. Bern-
stein speak fluent French. VOA also
recorded a series of interviews with
French executives in the same field
who have been visiting this country.
Inc. agency, decried much "copy-cat" and
mechanized advertising which, he said, needs
not only "self-policing but moral rearma-
ment." He urged communication in media
of ideas instead of words, calling for "polite
persuasion, not sledge-hammer coercion."
He stressed the need for the "unbeatable
combination of innovation and imagination."
William Tyler, vice president, Leo Bur-
nett Co., asserted that the surface of the
emotional appeal approach to copy in ad-
vertising today has only been scratched,
outlining various methods of obtaining
"brand imagery."
Mrs. Edward L. Bernays, public relations
counsel, claimed the consumer long ago
learned to "discount" extravagant advertis-
ing claims and felt company images should
be closely related with product images in
radio, tv and printed media.
Fairfax M. Cone, president of Foote,
Cone & Belding, presided over Monday's
session on management in marketing. Peter
G. Peterson, vice president of McCann-
Erickson Inc., pointed out that the consumer,
not the manufacturer, shapes marketing
plans. "Creativeness, objective evaluations,
and integration of every phase of the mar-
keting program are necessary to make the
marketing concept work," he asserted.
Edward R. Taylor, executive vice presi-
dent of Motorola Inc.'s consumer product
div., claimed more progress has been made
at manufacturers' level in marketing and
cited a need for greater efforts at the dis-
tributor-retailer level.
"Neither color television nor the electric
dishwasher has approached its market po-
tential because of a lack of genuinely crea-
tive specialty selling," Mr. Taylor stated.
"Portable television sets, designed as auxil-
iary sets, have been pushed by dealers sim-
ply because they can be sold with little ef-
fort."
W. B. Potter, advertising director of East-
man Kodak Co., felt allocation of more
funds for advertising and sales is not the
answer to greater marketing effectiveness.
He called for use of electronic data process-
ing equipment in distribution channels and
pleaded that advertising and sales not be
turned over to "researchers and statisti-
cians."
Paperwork as a means of devising an in-
tegrated marketing plan was recommended
by Herbert B. West, vice president, BBDO.
He noted many companies think it too dif-
ficult to commit such a plan to paper but
felt it should be written down in book form.
Pennoyer, Goehring Form Agency
FORMATION of a new agency, Goehring,
Pennoyer Inc., 23 E. 39th St., New York,
was announced last week by its two princi-
pals, Sara Pennoyer, formerly with Bonwit
Teller and Saks Fifth Avenue, and Jack
Goehring, head of his own agency since
1937. Its principal first account is Elizabeth
Arden cosmetics, billing $150,000 and for-
merly serviced by Charles W. Hoyt Co.,
New York. Though radio and television have
not been used in recent months, it is re-
ported that Arden will step up its all-
media drive to include broadcast advertising.
Lever Gets 'All' Trademark
LEVER BROS, announced Friday it has ac-
quired the trademarks for Monsanto Chemi-
cal Co.'s "All" brand laundry and dish-
washer detergents. Lever will market the
products which Monsanto will continue to
manufacture.
Lever's acquisition gives that company a
controlled suds powdered detergent, a prod-
uct it has not marketed prior to the new
working arrangement with Monsanto. Lever
said Monsanto had decided not to market
its consumer products which customarily
have been sold through grocery stores Mon-
santo's "All" salesmen have joined the Lever
sales force. Needham, Louis & Brorby, Chi-
cago, will continue to handle the account.
MR. BROPHY
Thomas D'Arcy Brophy to Retire
As K&E Chairman in September
THOMAS D'ARCY BROPHY, chairman
of the board of Kenyon & Eckhardt since
March 1949, has
announced his in-
tention to retire as
of Sept. 30. Mr.
Brophy joined K&E
in 1931 when the
agency had 35 em-
ployes and placed
just over $2 mil-
lion in advertising.
Today the agency
has 904 employes
and 11 offices and
places more than
$80 million in busi-
ness. Before assuming the chairmanship, Mr.
Brophy was vice president (1931-37) and
president (1939-49).
Mr. Brophy has rendered a wide variety
of services to the advertising profession and
his country. From 1947 to 1955 he was
president of the American Heritage Foun-
dation. During this period, he was largely
responsible for the historic Freedom Train,
the national non-partisan "register and vote"
campaigns of 1950 and 1952, and the 1953
and 1954 Crusade for Freedom. In 1954,
he received the honorary degree of Doctor
of Laws, from Gonzaga U. in recognition
of his public service activities.
He is a member of the President's Com-
mittee on Employment of the Physically
Handicapped, a founder director and mem-
ber of the executive committee of The Ad-
vertising Council, a director of the United
Defense Fund, trustee of Roosevelt Hos-
pital (New York) and a life member of
the corporation of the Massachusetts In-
stitute of Technology.
In February of this year, Mr. Brophy was
chairman of Advertising Week, sponsored
nationally by the American Federation of
Advertising. For this service and other
contributions, Mr. Brophy was awarded the
AFA's distinguished service plaque.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,673,000 people in the U. S. over 12 years of age during the
week, May 12-18. This is how they spent their time:*
62.4% (76,548,000) spent 1,630.0 million hours watching television
55.1% (67,593,000) spent 934.9 million hours listening to radio
79.2% (97,157,000) spent 385.3 million hours reading newspapers
26.9% (32,999,000) spent 138.6 million hours : . . . reading magazines
19.8% (24,289,000) spent 218.2 million hours watching movies on tv
26.6% (32,634,000) spent 135.4 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B»T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page 42 • May 27, 1957
Broadcasting • Telecasting
Independent
Network
Network
Sta. B 13.0%
Network
Sta. C 10.1%
Sta. D 10.0%
Sta. E 7.0%
Misc. 6.9 %
Network
Sta. F 6.5%
Sta. G 3.1 %
Sta. H 3.1 %
Sta. I 3.0%
Sfa. J 2.7%
I
CLOSE
— but we get the cigar!
WWDC 17.4*
Sta. A 17.2*
FIRST
4 straight months
in D. C, says Pulse*
Let's lift the "smoke screen" of claims and counter-
claims about who's nearly first . . . and who's really first
... in Washington, D. C. PULSE passes the cigar . . .
blue ribbon and all . . . to independent WWDC. And
on both championship counts: FIRST in share of
total weekly radio audience, 6 A.M. to midnight.
FIRST in quarter hour wins. And this has been going
on since January, mind you. Nothing could be simpler.
Nothing could be clearer. Nothing could give you
a better picture of why WWDC is your sales-producing
station in covering the greater Washington market
of 2,000,000. Your John Blair man is as happy as
we are . . . and far more eloquent!
In Washington D. C, it's
radio
'Figures shown are
from PULSE:
March-April, 1957
WWDC
Represented nationally by John Blair & Company
Broadcasting • Telecasting
May 27, 1957 • Page 43
ADVERTISERS AND AGENCIES
80% of Budget for Radio-Tv
For Start of Graham Crusade
ADVERTISING budget of approximately
$400,000 has been allocated for the first
four weeks of Dr. Billy Graham's religious
crusade from Madison Square Garden in
New York, with more than 80% devoted
to radio and television.
These figures were revealed last week by
Dr. Graham and a representative of the
Walter F. Bennett Co., which is handling
advertising for the crusade. Highlight of
the campaign is an ABC-TV program to be
carried from the Garden on four successive
Saturdays, starting June 1 (8-9 p.m. EDT)
at a total cost of $250,000. The remainder
of the budget will be spent on radio and tv
spot announcements on New York stations
and in newspapers.
The agency has ordered 76 stations on
ABC-TV and already has obtained clearance
on more than 60 stations. A spokesman for
the Bennett agency said the thinking behind
the ABC-TV show is to reach up to 20
million people throughout the country with
the objective of the crusade — "to return
people to Jesus Christ." On the show, Dr.
Graham will ask viewers who require spirit-
ual guidance to call a local number and
trained counselors will be on hand to assist
them. The Bennett spokesman said that addi-
tional advertising is predicated on funds
raised during the first four weeks of the
crusade.
Grotz Heads N. Y. Art Directors
THE Art Directors Club of New York,
which next week will sponsor the second
Visual Communications Conference at the
Waldorf-Astoria Hotel, last Friday an-
nounced the election of a new slate of of-
ficers. Succeeding Benton & Bowles' Bill
Buckley as president will be Walter Grotz,
art director at the Marschalk & Pratt Divi-
sion of McCann-Erickson.
Other officers elected were: Georg Olden,
CBS staff art director, secretary; Robert H.
Blattnew of Reader's Digest first vice presi-
dent; Edward R. Wade of Parade Publica-
tions second vice president, and consulting
art director Mahlon Cline was named treas-
urer.
New Deodorant to Use Spot
A NEW product of Lehn & Fink Products
Corp., New York — Etiquet Rolit (roll-on
deodorant) — moves into markets nationwide
for the first time next month, supported by
consumer advertising to open June 24. Spot
radio-tv will be used to support the sales
push, with budgets not firm. It's understood
that the broadcast schedule will be flexible
depending on sales. The campaign is tied to
summer vacation season McCann-Erickson,
New York, is the agency. The Rolit con-
tainer is described as "first non-breakable
roll-on dispenser"; the product's package
and design was handled by Alan Berni &
Assoc., New York. National distribution is
set for supermarkets, grocery, drug, variety
and department stores.
NETWORK BUYS
Bristol-Myers Co., N. Y., signed to sponsor
ZIV-TV's new half-hour filmed series, Gun-
fire Pass on ABC-TV (Wed., 8:30-9 p.m.
EDT), starting in October. Agency: Young
& Rubicam, N. Y.
National Biscuit Co., through Kenyon &
Eckhardt, to continue its sponsorship of
ABC-TV's The Adventures of Rin Tin Tin
as series and sponsor enter fourth year on
air next season. Four films of series, which is
presented Friday, 7:30-8 p.m. EDT, will be
made on Canadian location.
Purex Corp. and Speidel Corp. to sponsor
repeat showings of Loretta Young Show
over NBC-TV this summer on Tuesday 8-
8:30 p.m. EDT, starting July 2. Show is
seen during regular season Sunday 10-10:30
p.m. Edward H. Weiss & Co. is agency for
Purex. Norman, Craig & Kummel represents
Speidel.
A&A SHORTS
American Safety Razor Corp., following
stockholder approval, will change name
July 1 to A. S. R. Products Corp.
Charles L. Rumrill Co. moves to 1895 Mt.
Hope Ave., Rochester, N. Y., and changes
name to The Rumrill Co.
Long-Haymes Adv., Winston-Salem, N. C,
announces change of address from Reynolds
Bldg. to 421 Summit St.
AGENCY APPOINTMENTS
John H. Breck Inc. (Breck shampoos and
other hair preparations), Springfield, Mass.,
appoints N. W. Ayer & Son, N. Y.
Amoco Chemicals Corp., subsidiary of
Standard Oil Co. of Indiana, appoints
D'Arcy Adv. Co.
International Minerals & Chemical Corp.
appoints Compton Adv., Chicago.
Stewart's Private Blend Coffee Co., Chicago,
appoints United States Adv. Corp., Chicago
and Toledo, effective July 10.
FILM
SEASONAL, REGIONAL
TV NEEDED— ROACH
• Producer sees new billings
• He notes print media service
TELEVISION could virtually double its
gross billings if the industry could devise
means to satisfy the needs of advertisers
with seasonal and regional marketing re-
quirements, Hal Roach Jr., president of
Hal Roach Studios, Culver City, Calif., said
last week in New York.
Mr. Roach, interviewed while in the East
on business associated with his new tv film
series and with expansion plans for his New
York office, insists there is "a crying need"
by television to offer advertisers an approach
that is made available by newspapers and
by certain magazines. He confided there is
"considerable thinking" on this subject by
individuals in television and an approach to
this problem may be formulated within the
next few years.
He cited as examples of potential adver-
tisers a jewelry manufacturer who might
want a top-rated television program in a
month-period before Christmas and several
weeks before June graduation or a fruit
juice company that might want to launch
a pre-summer splurge. He believes that spot
television does not fulfill the needs of these
advertisers who require the prestige of a
top-rate program in prime time. Syndicated
tv programs, he said, often are not able to
provide the seasonal advertiser particularly
with an advantageous time slot if sponsor-
ship is for a limited period and also pose
a formidable task for agencies in market-
by-market clearances.
Another pressing problem confronting
television is the ever-spiraling costs ulti-
mately passed on to the sponsor, Mr. Roach
said. This eventuality, he continued, has
prompted him to embark on an expansion
program that will place Hal Roach Studios
film program and film commercial produc-
tion in New York on an enlarged scale and
to explore the possibility of entering the tv
film distribution field and the live program
production area.
Mr. Roach acknowledged he is consider-
ing floating a public stock subscription to
help finance his expansion program, but
declined to elaborate at this time, explain-
ing this move is still in negotiation.
During his stay in New York, Mr. Roach
has shown agencies pilots of six filmed se-
ries he hopes to have on the air next fall
and has formulated plans for enlarging his
tv commercial production unit in the East.
He currently is eyeing several studio prop-
erties in New York and hopes to complete
a transaction shortly. The pilots he has
discussed with agencies are: Jacques and
Jill, a situation comedy; Bette Davis Show,
an anthology series; The Joe DiMaggio
Show, a sports anthology program with Joe
DiMaggio as host; Guns of Destiny, an ac-
tion-adventure anthology, Pulitzer Prize
Playhouse, a series based on winners of
Pulitzer prizes, and Ben Blue's Brother, a
comedy starring Ben Blue.
Mr. Roach believes rising costs can be
AD MAN GOES TO SEA
ONE of the versatile men at William
Esty Co. is Sam Northcross, who
handles the Camel cigarette account,
among other duties, but his work does
not stop there. Mr. Northcross, a boat-
ing enthusiast, conceived the idea of
producing the Harbormaster tv film
series and interested Camel in co-
sponsorship. But his participation went
a step further when he made his 36-
foot cruiser, Blue Chip II, available
to Ziv Television Programs to shoot
the pilot film of the series. Production
on the series is to begin in Gloucester,
Mass., today (Monday) and Ziv has
bought a duplicate of Mr. Northcross'
boat — down to the Blue Chip II letter-
ing. The series will be launched on
CBS-TV in October in a Friday eve-
ning time period still undetermined.
Page 44 • May 27, 1957
Broadcasting • Telecasting
Nielsen proves:
WKY-TV COVERS 66 COUNTIES
TO THE OTHER OKLAHOMA CITY
TV STATION'S 46!
(source NCS §2)
NBC Channel 4
WKY-TV
The nation's first color TV station
OKLAHOMA CITY
The WKY Television System, Inc.
WKY WSFA-TV
OKUHOMA CITY MONTGOMERY
WTVT
TAMPA
Represented by the Katz Agency
Broadcasting • Telecasting
May 27, 1957 • Page 45
George !
It says here that day and night
more people
watch the other network !
That's right, Gracie.
It's not true.
More people watch
the shows on our
network.
That's right.
What's right?
More people watch
them less— and
more people watch
our shows more.
You see, Gracie,
there are really two
ways of looking at
television—
I like the X people
better.
Never mind what you
like. What counts is
that the sponsor likes
the Y people.
Are you sure you're
listening, Gracie?
Sure I'm listening.
I was just thinking
about Harry.
I suppose he likes the
Y people just because
they watch little
old Harry.
Let's get to the point.
Our network delivers
an average audience
that is 36% larger
during the day and
19% larger during
the night than the
other network.
Oh George, you're
beginning to talk like
Madison Avenue,
and it's giving me a
terrible headache.
Why are you telling
me all this?
You wanted to know '<
who is bigger, didn't
you?
Now really, George, It has nothing to do
everybody knows with squinting,
some people squint. One way of watching
television is to tune
in occasionally during
the course of a week
—maybe just for two
seconds, or for two
minutes, or perhaps
even a half hour.
Let's call this X-type
viewing.
Well, who is bigger? We're both bigger.
I'd say they were a
pretty shifty bunch.
Never mind that. Just
pay attention.
The second way of
watching is to stay
tuned in during the
average minute of
the average program.
Let's call this Y-type
viewing. This kind of
audience is around
when you need them.
You mean they even
watch Harry Von
Zell when he's selling
all that milk?
Exactly.
That's the difference
between X viewing
and Y viewing.
The X viewers may
or may not see
Harry. But the Y
viewers actually do
see him— in fact,
30,144,000 every
week. Get it?
Bigger than what? Bigger than any other But who's the bigger Gracie, you weren't
single advertising network? listening,
medium in the whole
world.
(What George didn't tell Gracie is that the other network's claim is based
on a year-old Nielsen station coverage study showing a lead of 00.4f>.
But then, George was never one to haggle nj>Q rpynj CyTQTAXT^
over a fraction of a percentage point. ) LDu 1 XULll V 1 1 VJ IN >S/
met most effectively by a single operation
that can offer the multiple services that
sponsors, networks and stations require,
covering program production, distribution,
financing and tv film commercial produc-
tion. With "so many companies living off
a program series today," Mr. Roach said,
the cost to the advertiser necessarily is high.
He envisions the emergence of larger com-
panies through the merger of major organ-
izations with firms offering such diverse
services as distribution, production, sales
and even laboratory processing.
Mr. Roach believes he is the largest pro-
ducer of tv film programming, but said it
is "difficult" to estimate the company's gross
income because of amortization procedures,
re-run payments and various other factors.
He employs a permanent staff of about 600
and in peak production periods his payroll
numbers up to 1,500 persons. Mr. Roach
has been producing tv film programming
since 1950 and an indication of the scope
of his operation is that he has 26 series
now on the air, some of which are re-runs.
He gave a clue to the revenue-producing
power of a popular tv film series when he
revealed that Racket Squad, which was re-
leased initially six years ago, is still on the
air and has grossed $2 million above the
negative cost of the series.
$110,000 Spent by Stations
To Promote Four NTA Films
AN interim report on local station promo-
tion effort in behalf of the NTA Film Net-
work shows that the first 50 tv stations pro-
viding this information spent more tban
$110,000 on the first four feature film pres-
entations carried on the film network.
In releasing the report last week, Martin
Roberts, promotion director of the network,
stressed this figure covers promotion expend-
itures only and does not include advertis-
ing outlay. He expressed the belief the figure
would have been "considerably higher" if
the 133 stations comprising the network had
responded. The focal point of station promo-
tion, Mr. Roberts said, has been the "show-
manship" contest conducted by station pro-
motion managers on behalf of the network.
He revealed that more than 40 stations have
entered the contest to date.
Froug to Screen Gems Post
WILLIAM FROUG, CBS Radio vice presi-
dent in charge of programming, Hollywood,
will join the executive staff of Screen Gems
Inc. within three weeks, it was announced
last week by Irving Briskin, production head
of SG. Mr. Froug will be associated with
William Sackheim, director of program de-
velopment for Screen Gems, in the creation
of new projects, which he also will produce.
CBS Radio has not named a successor to
Mr. Froug to date.
Paul Raibourn's Mother Dies
FUNERAL services were held May 24 in
El Dorado, 111., for Mrs. Ida Caswell Rai-
bourn, 85, mother of Paul Raibourn, vice
president of Paramount Pictures Corp. Mrs.
Raibourn died May 21.
Page 48 • May 27, 1957
Guild to Let Agency
Barter Some of Films
GUILD FILMS, New York, which last
week reported gross sales of more than $10
million for the first six months of this year
[B*T, May 20], is understood to have signed
a contract with Product Services Inc., New
York, under which Guild will turn over a
substantial amount of its filmed program-
ming to the advertising agency for about
$7.5 million over the next five years [B»T,
May 13]. The agency is expected to barter
these films to tv stations in return for more
than $22 million over that period.
Though confirmation of the agreement
could not be obtained from either company.
Guild's high gross for the first half of this
year is known to reflect certain barter ar-
rangements. Reports are that Product Serv-
ices is trying to line up a schedule of at
least 100 stations to carry Guild's film prod-
ucts.
Guild has an extensive catalogue of films
to make available to stations. It holds distri-
bution rights to the 600 motion pictures for
television library of feature films and west-
erns, plus more than 20 syndicated proper-
ties including Liberace, Joe Palooka, Duffy's
Tavern, Life With Elizabeth, Confidential
File, Paris Precinct, and Sherlock Holmes.
It is believed Product Services will seek to
obtain time periods in exchange for the films
for its clients, including Continental Indus-
tries (Car-Na-Var waxes) and Glamorene
Inc., plus new clients that may be attracted
as a result of this transaction.
Reports circulated last week that there are
moves afoot to refinance the Roto-Broil
Corp., a Product Services client, which used
television effectively in the past. If Roto-
Broil resumes operations, it is believed the
company will become a factor in the Guild-
Product Services trading venture.
20th Century-Fox May Build
'Radio City' on West Coast
THE 20th Century-Fox Film Corp. is study-
ing the possibility of converting its studio
property in Beverly Hills, Calif., into a "Ra-
dio City of the West."
This disclosure was made by Spyros P.
Skouras, Fox president, at the company's
annual meeting in New York last week. He
emphasized that the final decision on devel-
oping the 280-acre property is "months
away," but said Fox has launched a "land
use study" of its property for its possible
utilization as office buildings, stores and
apartments. One plan, he said, is to establish
a "Radio City of the West." Any final plan,
he noted, will allow Fox to continue its oil
and gas production on the studio property.
Mr. Skouras reported Fox is negotiating
with Loew's Inc. for use of the MGM lot
in Culver City, Calif., for its main film pro-
duction, so that facilities will be available
if Fox decides to develop its own acreage
for realty purposes.
Fox's first quarter net profits were re-
ported at $2,176,680, or 82 cents per share,
as compared with $460,739, or 17 cents
per share for the first quarter of 1956. First
quarter gross income was listed at $32,864,-
275 as against $26,202,889 in the initial
period of 1956.
Mr. Skouras said that in its transaction
with National Telefilm Assoc. for distribu-
tion by Fox of its pre- 1949 feature films to
tv, Fox is guaranteed a minimum payment
plus a percentage of the tv gross above a
stipulated figure. He said the minimum pay-
ment for the four contracts completed with
NTA to date aggregate $16,940,000. Mr.
Skouras added that Fox still has 560 pre-
1949 pictures which are uncommitted.
Fox is active in production of films for
tv through its wholly-owned subsidiary, TCF
Television Productions.
RKO-TV Plans Aired;
Manby Hits Pilots
RKO Television wants to work hand-in-
glove with the advertiser in developing tv
properties geared for network or big regional
exposure and at the same time squeeze some
of the high cost risk out of the production
of pilot shows [Closed Circuit, May 20].
C. Robert Manby, RKO Teleradio pic-
tures vice president in charge of RKO-TV,
unfolded the plans at a luncheon in New
York Thursday, and revealed those prop-
erties on which RKO-TV at present is pin-
ning its faith.
RKO Television recently has concluded
pacts with independent producers Ben Fox,
Paul MacNamara and Rountree Produc-
tions. Except for one Roundtree-developed
show — Leave It To The Girls — which could
be either live or film, all of the properties
will be filmed.
Hit sharply by Mr. Manby and other
RKO Television executives at the news ses-
sion last week was a current overabundance
of pilot films. They estimated that perhaps
one out of five of the pilots would get a net-
work position. Hence RKO's idea is to re-
search and develop a property and then with
advice of sponsor and agency proceed with
the pilot. Most of the RKO properties will
be slated for sale to advertisers next spring
for exposure in the 1958-59 season.
In addition to Leave It, the shows, all of
which RKO Television is financing, are
Profiles in Courage (in association with
Capp Assoc. and based on the book written
by Sen. John Kennedy; Malolo of the Seven
Seas, adventure half-hour series produced
by Hall-Cowan Enterprises; Mr. Big, a half-
hour comedy series based on the life and
times of a Hollywood producer (Paul Mac-
Namara is associated with the projected
series); No-Gun Nolan, an adult comedy
strip cartoon created especially for tv by
Al Capp; El Coyote Rides, Western series in
association with Ken Murray; Family Tree,
anthology series to be produced by Mr.
MacNamara; Rails, a half-hour series based
on railroading. Charter Pilot, a half-hour
adventure series, and an untitled Coast
Guard series, the last three to be produced
by Mr. Fox, and a half-hour dramatic series
to be produced by John Gibbs Inc.
While the properties are being developed
for 1958-1959 sale, it is expected that two
of them, Leave It and No-Gun Nolan, may
be offered for next season.
Broadcasting • Telecasting
Detroit's Baseball Station
MICHIGAN'S MOST POWERFUL
INDEPENDENT STATION
10,000 Watts Days . . . 1000 Watts Nights
1500 KC
TOPS IN NEWS, MUSIC and SPORTS
Reprtttnted by
THE KATZ ACtNCY, INC.
STORER NATIONAL SALES HDQTRS.
625 Madison, New York 22, N. Y.
Plaio 1-3940
All Detroit Tiger Games...
Night and Day... at Home and Away
We've always cherished the idea that you don't have to rattle your tonsils
to prove your worth. Take a look at the Sphinx. She's been sitting pretty for hundreds of
years, without ever opening her mouth. And why do you think Mona Lisa made out so good?
When we placed our hot new submarine-adventure series, 'The Silent
Service," into TV syndication, we said to ourselves: "Okay. We want to spread the word to the
far corners of the land. But do we have to scream our heads off? Do we have to announce a
new series with the usual 4-color foldouts, pushups, pullouts. Maybe even hydrogen fallouts?"
"Up your periscopes, fellows! Take another look around," we told ourselves.
"Maybe it isn't always possible in every line of business, but wouldn't it be nice for once to
build sales volume without noise volume?" We gave ourselves a fast and resounding yes!
So we launched our seagoing series without a big splash. We didn't break
a bottle of champagne over its prow in the trade press. We drank the champagne. And we let
CNP's prime product, created exclusively for local, regional and spot advertisers, speak for it-
self. We discovered that if you really have something to say, they'll listen to you. Even if you
whisper it. Like this: In less than one short month, "The Silent Service" has been sold in more than 75 markets, including
17 of the 25 largest population centers in the United States. NBC TELEVISION FILMS
a division of CALIFORNIA NATIONAL PRODUCTIONS
NETWORKS
CBS STATIONS SAY FORD PACKAGE
NOT AS PRETTY AS ITS WRAPPINGS
• Radio affiliates 'deplore' station time 'invasion'
• Reps' Webb says deal means 'peanuts' to stations
CBS Radio's $5.5 million Ford deal hit a
rough stretch of road last week.
John M. Rivers of WCSC Charleston.
S. C, chairman of the board of the CBS
Radio Affiliates Assn., sent to all affiliates a
report on the board's meeting with network
officials [B»T, May 20], making no bones
about "deploring" CBS Radio's "invasion"
of station time and about being "not happy"
with "the present network sales and program
policies."
Lawrence Webb, managing director of
Station Representatives Assn., blasted the
Ford contract as meaning "one thing" for
the stations: "loss of revenue and an increas-
ingly cluttered commercial schedule." He
said that "with spot radio sales booming
along, stations can ill afford to turn over
large segments of time to a network to be
sold by them on a veritable spot basis and
get 'peanuts' in return."
The blasts drew no reports from CBS
Radio. President Arthur Hull Hayes said he
would not "dignify" the SRA attack, and,
when shown a copy of the Rivers letter, said
he felt it would be "presumptuous" of him
to comment on a report which the chairman
of the affiliates board was making to his
"constituents," the affiliates. He said he had
never had an unpleasant meeting with either
the affiliates or the affiliates board, and that
this included the May 16 meeting.
Not Ail Oppose Deal
While Mr. Hayes declined comment, his
position was getting some support from other
affiliate sources. Some board members said
that while Mr. Rivers' letter accurately re-
flected "what was said" at the meeting, the
views it contained were "pretty strong" and
were not completely shared by all board
members.
Kenyon Brown of KWFT Wichita Falls,
Tex., a former chairman and now ex-officio
member of the affiliates board, declined to
discuss developments at the meeting itself,
but indicated that, for himself, he would
clear time for the Ford package, which en-
compasses some four and a half hours of
morning, afternoon and evening program-
ming each week, effective Sept. 2 [B»T,
May 13].
"As long as I'm affiliated with the net-
work I'm going to do my best to adhere
to the written agreement I have with them
regarding clearance of time," Mr. Brown
asserted.
Others took an opposite tack, contending
they will not clear for any network pro-
grams that eat into profitable station time.
One of these said he hoped stations general-
ly would refuse but that he knew from ex-
perience that many who scream at first wind
up by accepting in the final analysis.
Some talked of the possibility of dis-
banding the affiliates organization because,
in their view, the meeting had demonstrated
that the network would not heed the affili-
ates. The whole subject is almost sure to be
brought up at the general convention of
CBS Radio affiliates Nov. 7-8.
At CBS Radio, however, officials said
that since the Ford package does not start
until September, replies to clearance queries
could naturally be expected to come slowly.
With that in mind, they said they had been
"surprised" and were "very much pleased"
by the number of clearances already re-
ceived.
In genera], the Ford package consists, on
a Monday-Friday basis, of an Arthur God-
frey program at 5:05-5:30 p.m., Murrow
With the News at 7:45-8 p.m.; the 8-8:05
a.m. segment of the quarter-hour World
News Roundup, and a big-name entertain-
ment show for five minutes somewhere be-
tween 7 and 7:35 a.m. In addition, on week-
ends, it includes two five-minute big-name
programs on Saturdays and four on Sundays.
The $5.5 million price-tag put on the pack-
age is in terms of gross billing.
In his letter to affiliates, Mr. Rivers
pointed out that he had called the board
meeting with the network officials for two
reasons: to talk about the Ford deal and
to talk about improvement of station pay-
ments.
He said that after careful consideration
among themselves the board members de-
cided that since station clearances are a
matter of individual negotiation between
stations and the network, they should not
discuss the Ford contract per se in their
meeting with CBS Radio officials.
And in the meeting, he reported later in
the letter, it became apparent that "there is
no present prospect of increasing station
payments except as network business may
improve. Art Hayes is hopeful of the future,"
he added.
Although they did not discuss the Ford
deal itself, they obviously dealt with the
principles involved. Mr. Rivers wrote:
"Your board told CBS that we deplored
the network entry into times which have
heretofore been programmed and developed
by the individual stations. We asked if such
invasion as is now offered is to be a matter
of network policy. We feel that the net-
work plans to sell any time they possibly
can. Your board is very positive about the
objections to the network invasion of times
which stations have been programming.
However, it is up to the stations to decide
as individual operators what they want to
take from the network. . . .
"Your board is not happy about the
present network sales and program policies.
We have made our protest. Our comments
have been received. Time will tell what
good, if any, has been accomplished."
Mr. Rivers closed by calling attention
to the affiliates convention Nov. 7-8 at
New York's Hotel Pierre.
SRA Director Webb's attack singled out
the Ford contract specifically. In it, Mr.
Webb said, "CBS proposed to take over
four and a half hours a week of prime time
— early morning, late afternoon, early eve-
ning and weekends. In recent years these
time periods have become the prime source
of dollar revenue for the affiliates." He con-
tinued:
"Most affiliates have done an outstanding
job of programming these time periods by
themselves and in many cases at considera-
ble expense. They have sold the time both
on a local and national basis at their full
rate card. Now comes CBS to say give us
such time periods for one of our advertisers
who is going to spend a tremendous amount
of money. However, the affiliates do not
need a CPA to tell them what will happen
to their revenue as a result of such a deal.
"For example, one medium market CBS
affiliate has pointed out that if they clear
the early morning and late afternoon strip
for Ford on the CBS network, their loss
from spot revenue which they are now
receiving from those time periods would
exceed $10,000 annually. This does not
include possible losses from existing Ford
Motor Co. spot advertising.
"Any way you look at it, CBS is in a
most disadvantageous position. If they can-
not clear the 'prime time' for Ford, they
run the risk of exposing the outstanding
weakness in modern network programming
and selling — inability to deliver radio's most
desirable time segments. It they should
clear the time periods which they are asking
their affiliates to deliver, they risk weaken-
ing the financial strength of such affiliates.
With spot sales booming along, stations can
ill afford to turn over large segments of time
to a network to be sold by them on a
veritable spot basis and get 'peanuts' in
return."
CBS Radio Signinqs Total
$1 Million Durinq Week
CBS Radio contracted for business totaling
a million dollars during the past week, it
was announced Thursday by John Karol,
vice president in charge of network sales.
New business included a contract by
Philip Morris Inc., which will switch the
Friday night Philip Morris Country Music
Show from Mutual to CBS. The 26-week
contract, which involves CBS Radio's south-
ern regional affiliates, specifies 10:30-10:55
p.m. EDT period. Agency is N. W. Ayer &
Son.
The Florida Citrus Commission signed
to sponsor a weekly quarter-hour simulcast
of the CBS-TV Arthur Godfrey Time, plus
an extra quarter-hour of the program on
CBS Radio every fourth week. The 13-week
contract, effective Tuesday, was arranged
through Benton & Bowles.
The Simoniz Co., Chicago, renewed for
a weekly quarter-hour of Art Linkletter's
House Party effective July 24, and a weekly
quarter-hour simulcast of Arthur Godfrey
Time. The latter becomes effective July 3.
Both renewals were handled by Young &
Rubicam.
Page 52 • May 27, 1957
Broadcasting • Telecasting
WJAR-AM
AND
WJAR-TV
PIONEER STATIONS OF
PROVIDENCE, R. I.
are pleased to announce
the appointment of
Edward Petry & Co., Inc.
NEW YORK • CHICAGO • ATLANTA • DETROIT
LOS ANGELES • SAN FRANCISCO • ST. LOUIS
The Original Station Representative
with the family of top stations
NETWORKS
ABC-TV FUTURE ROSY: GOLDENSON
• AB-PT head sees firm's biggest potential in tv
• He opposes pay tv in report to stockholders
AB-PT President Leonard H. Goldenson
guided the annual American Broadcasting-
Paramount Theatres Inc. meeting in New
York through its two-hour course last Tues-
day and by the time the meeting adjourned
about 1 p.m., he had:
• Gone on record against toll tv.
• Held up ABC-TV as the AB-PT divi-
sion with the "biggest potential for expan-
sion" over the next "four or five years."
• Bypassed a turbulence caused by a
statement read on behalf of Robert E. Kint-
ner, former ABC president and now an
NBC-TV executive vice president (see facing
page).
Mr. Goldenson received overall stock-
holder approval for AB-PT's modus oper-
andi, marred only by sporadic sniping at
"high" executive salaries, the settlement fee
being paid Mr. Kintner, the "too many"
directors on the board, stock options (voted
some years ago), "liberal" disbursement of
earnings through dividend payments and
"throwing money around."
No objections were raised to a change
in the bylaws reducing the number of direc-
tors from 17 to 15 and an amendment per-
mitting dividends on 5% preferred stock
to be paid on the 15th of the month on a
quarterly basis beginning next year. Both
of these formal proposals received swift
approval.
Other highlights of the session:
• Mr. Goldenson's disclosure that ABC-
TV advance sales for the forthcoming 1957-
58 season already exceed the volume of last
October [B»T, May 13] when the current
broadcast season began, and that by late fall,
the network would be in an "extremely com-
petitive" position with a predicted lineup
of 80 basic affiliations representing an 85%
direct live coverage of tv homes.
• A remark by Mr. Goldenson that the
"tone" of radio networks seems to be "bet-
ter" and a prediction that ABC Radio has
"great potential that will reveal itself over
several years."
• An opinion expressed by Mr. Golden-
son to newsmen after the meeting that he
does not expect the theatre division of AB-
PT in the future to show a "growth factor"
comparable to that of the ABC-TV division.
• Revelation of ABC-TV's next strong
competitive move will be made in daytime
programming. Mr. Goldenson indicated that
on June 1 the network will reveal some of
its plans for morning and afternoon periods.
(It was learned that ABC-TV is looking
into prototypes of six live audience partici-
pation shows, one or more of which would
be scheduled for daytime exposure working
back from the start of Mickey Mouse Club
which now is slotted Monday-Friday at 5-6
p.m. Titles of the shows: What's the Name
of That Song?, Win Your Way, Parlay,
Guest of Honor, Glamor Girl, Lucky Lady
and What Makes You Tick? The shows, it
was stated, most likely will originate live in
the East and be repeated on videotape to
the West).
• ABC-TV's growth portends an expan-
sion in studio space on the West Coast to
accommodate an increased number of live
shows which are originated there. Mr. Gold-
enson estimated that eight studios alone
would be needed on the West Coast for a
regular schedule of live programming in the
morning and afternoon hours. Thus far,
facilities in New York are adequate to take
care of needs for anticipated originations
there, but with a "rapid rate" of expansion
over the next few years it will be necessary
to expand facilities also in New York.
Mr. Goldenson charged that toll tv pro-
ponents originally had based their search for
commercial channels on an expectation that
"a national televi-
sion service could
not be economical-
ly maintained ex-
cept through pay-
ment by viewers,
and if one were
established, it was
bound to be a
rather colorless me-
dium offering only
second rate pro-
grams."
But, he said,
"time has proved
them wrong in
practically all their
early claims." As
tv grew, related
Mr. Goldenson, the
pay tv proponents
shifted ground and
now offer the toll
tv as an aid to uhf station operators and the
"small vhf station operator and the stations
which have no network affiliations," as an
avenue for "cultural" programs to a minority
of viewers and for a "quality and diversity"
of shows not now available to everyone.
Mr. Goldenson outlined tv's presentation
of plays, of feature movies, of outstanding
sports events, etc., asking, "Just what then
is left for toll tv to supply?" He warned that
it was obvious that the home viewer not only
will have to continue to pay the purchase
price for his set, maintenance cost and pos-
sibly conversion of the set to receive pay tv
signals, but also "it seems inevitable that
home viewers will be charged for everything
now on free television which is attractive
enough that people will pay for it in the
home." He said he thought this would result
in the withdrawal of all the top sports
events, all the top comedy, drama and va-
riety shows (now on tv) and of "news and
public service programs" which will "vanish
without the support of earnings from these
commercial shows."
The upshot for the home viewer, Mr.
Goldenson predicted, would be a substantial
MR. GOLDENSON
payment each month for home entertain-
ment that would consist of a "minute per-
centage that he did not receive before and a
preponderant percentage of that which he
now receives free."
In detailing AB-PT's business climate, Mr.
Goldenson noted that ABC-TV time sales
made last spring and summer for the 1956
fall programming schedule "were not satis-
factory" and that because of this, the cur-
rent broadcast season has had results "lower
than the previous year." Since last October,
he said, AB-PT has been trying to improve
current results with additional sales while
tackling the sales status of the upcoming
fall season.
Though sales volume already is ahead of
the current season, a problem still exists in
selling half segments that remain from pro-
grams only half sold thus far in order to
"recoup program costs and earn the full
profit from the time sales." Results of this
year's selling will be felt in the fourth quarter
of 1957 and in the first three quarters of
next year, he reminded.
Among new national advertisers on ABC-
TV's roster, Mr. Goldenson reported AT&T,
Reynolds Metals Co., Buick Motor Div. of
General Motors, Sylvania Electric Products,
Liggett & Myers and Revlon.
Key to the theatre problem, Mr. Golden-
son observed, would be conditions of highly
appealing pictures shown in fewer but better
theatres. He stressed the need of more qual-
ity pictures and said AB-PT is progressing in
its own motion picture production with the
first of several moderately budgeted movies
scheduled for release in June.
In answer to a stockholder, Mr. Golden-
son spiked an expressed fear that AB-PT
may be "split again" because of movie pro-
ducing, noting that in signing the original
agreement, AB-PT had an understanding
that its consent was conditioned on a mini-
mum flow of pictures from producers. Once
producers reduced the number of new
movies so as to jeopardize motion picture
theatre business, AB-PT was obliged to
engage in production itself, he said.
Goldenson's $181,000
Was Top AB-PT Salary
LEONARD H. GOLDENSON, president
of American Broadcasting-Paramount Thea-
tres (of which ABC-TV is a division and
ABC Radio Network a subsidiary), was the
highest paid officer last year among direc-
tors and officers exceeding $33,000 in ag-
gregate remuneration from AB-PT and sub-
sidiaries. He received $181,000, including
$25,000 in expenses as AB-PT president.
Robert E. Kintner, who resigned as an
AB-PT vice president and ABC president
last October, received $125,000, including
expenses. Mr. Kintner also has payable to
him $230,000 for the years 1957 through
1960 in a contract settlement.
These figures were made available last
week at the annual meeting of AB-PT stock-
holders in New York (see separate stories).
Other executives' income listed:
John Balaban. president of Balaban &
Page 54 • May 27, 1957
Broadcasting • Telecasting
Katz Corp. (subsidiary), $139,400 includ-
ing $10,400 in expenses (Mr. Balaban died
last April 4); Robert H. O'Brien, financial
vice president and secretary of AB-PT,
$54,000; Edward L. Hyman, AB-PT vice
president, $54,000; Sidney M. Markley,
AB-PT vice president, $49,200, and Robert
B. Wilby, president, Wilby-Kincey Service
Corp., $33,381. Mr. Kintner on March 23,
1956, was issued an option for 9,500 shares
of AB-PT common stock for purchase at
$25.18 per share at any time during a
seven-year period. The option, however,
was not exercised and hence was terminated.
Among the 15 directors re-elected last
week to AB-PT's board, Mr. Goldenson as
an individual held the largest number of
common shares at the close of business
March 20, 1957. He held 52,450 shares,
an option for 25,000 additional shares of
ROBERT E. KINTNER, former ABC presi-
dent and now an executive vice president
with NBC-TV, last week challenged the
portrayal by Leonard H. Goldenson, Ameri-
can Broadcasting-Paramount Theatres' presi-
dent, of why and how ABC-TV's profits
have slumped in the current broadcast sea-
son.
Mr. Kintner based his recital of the
"facts" on what he indicated was Mr. Gold-
enson's alleged references to "the poor finan-
cial showing for the last quarter of 1956
[as being] ... the result of sales efforts that
took place" during his (Mr. Kintner's) man-
agement at ABC.
In summary, Mr. Kintner holds that
ABC's profit picture was good in 1956, that
sales of prime evening time were up, that
the decline in Mickey Mouse Club sales
were because of higher costs of the Monday-
Friday show, and that the "surprisingly
poor showing in the first quarter of 1957"
did not result from Mr. Kintner's "sales and
policies" when he was president but from
lower sales from ABC's owned and operated
stations, "cancellations by sponsors who had
previously used the radio and television net-
works" and from higher expenses of oper-
ating AB-PT's broadcast division.
An attorney holding Mr. Kintner's proxy
chose about the mid-point of AB-PT's an-
nual stockholders meeting held last Tuesday
in New York to read a statement on behalf
of the former ABC president. Edward S.
Greenbaum of Greenbaum, Wolff & Ernst,
New York, was recognized by the meeting
chairman, Leonard H. Goldenson, AB-PT
president who figured prominently in Mr.
Kintner's resignation as ABC president and
member of AB-PT's board last October.
Mr. Greenbaum said that Mr. Kintner
desired to "avoid any public controversy
with the company" and for that reason had
not answered statements by Mr. Goldenson
on ABC's poor financial showing being
traceable to sales efforts of last year.
But, the lawyer continued, the repetition
of the statements at Tuesday's meeting made
it "necessary to make a statement on Mr.
Kintner's behalf." Mr. Greenbaum said:
common and owned 250 shares of common
jointly with his wife.
Edward J. Noble, chairman of AB-PT's
finance committee and board chairman and
chief executive officer of Beech-Nut Life
Savers Inc., as an individual held the big-
gest block of preferred shares in AB-PT
(225,028). The Edward John Noble Foun-
dation, charitable trust of which Mr. Noble
and AB-PT director Earl E. Anderson, vice
president and secretary of Beech-Nut Life
Savers Inc., are trustees, also owned 15,740
shares of AB-PT preferred and 337,304
shares of common.
Re-elected to the AB-PT board last week
were Messrs. Anderson, Markley, Noble,
Goldenson, O'Brien, Wilby, A. H. Blank,
president of Tri-States Theatre Corp., AB-
PT subsidiary; John A. Coleman, partner
in brokerage firm of Adler Coleman & Co.;
"In fairness to him [Mr. Kintner] and his
associates at ABC, who during the period
of his presidency from 1950 until October
1956, played a substantial part in develop-
ing the company's business from its small
beginnings as the Blue Network to the posi-
tion which it had attained by October 1956
as a major competitor in the radio and tele-
vision field, the following facts should be
pointed out to AB-PT Inc. stockholders:
"1. For the year 1956 the profit earned
by ABC as separate from other divisions of
AB-PT was substantially higher than in
1955. This represented an all-time high for
ABC.
"2. At the time of Mr. Kintner's resigna-
tion, sales of prime evening time amounted
to \9V2 sponsored hours a week, compared
to HV2 hours the year before. This repre-
sented an all-time high for ABC.
"3. Mr. Goldenson correctly points out
that the sales results of the Mickey Mouse
■ Club beginning
October 1956, were
disappointing com-
pared with the cor-
responding months
in the previous
year. However, he
neglects to say that
this was caused by
a doubling over the
previous year of
the guarantee to
Walt Disney Pro-
MR. KINTNER ductions and that
it was Mr. Golden-
son and Mr. Kintner jointly who made this
arrangement, which received the unanimous
approval of the board of directors. Because
of the importance of the association of Walt
Disney with ABC, Mr. Kintner with Mr.
Goldenson recommended that the new ar-
rangement be approved. In so doing, Mr.
Kintner pointed out that the 1956-1957
financial results from the program would
probably be much less favorable because of
the substantially higher cost of the show.
"4. On the basis of the business of ABC
radio and television networks and on the
basis of the previous earnings records of the
Charles T. Fisher Jr., president of National
Bank of Detroit; E. Chester Gersten, vice
chairman of the board of Bankers Trust Co.,
New York; Robert H. Hinckley, AB-PT
and American Broadcasting Div. vice presi-
dent; Robert L. Huffines Jr., board chair-
man, southern division of Frank G. Bins-
wanger Inc. and director of Textron Inc.;
William T. Kilborn, president of Flannery
Mfg. Co. and Ft. Pitt Mfg. Co.; Walter P.
Marshall, president of Western Union Tele-
graph Co., and H. Hugh McConnell, second
vice president of Metropolitan Life Insur-
ance Co.
At the close of last week's meeting, an
executive committee of the board was ap-
pointed with Mr. Coleman the chairman
and including Messrs. Gersten, Goldenson,
Marshall, McConnell, Noble and O'Brien.
owned stations, it would appear that the
surprisingly poor showing in the first quar-
ter of 1957 does not result from sales and
policies during the time when Mr. Kintner
was president of the division but from can-
cellations by sponsors who had previously
used the radio and television networks, low-
ered sales by the ABC owned radio and tele-
vision stations and higher expenses.
"This is borne out by Mr. Goldenson's
own public statements to advertising agen-
cies, advertisers and station affiliates. There
is submitted research and statistical data to
prove that in the fall of 1956 ABC had
achieved a program and sales position plac-
ing it almost on an equal footing with its
major competitors. The facts clearly indicate
that the reason for the present unfavorable
operating results of ABC rest with those
who assumed authority after Mr. Kintner.
When Mr. Greenbaum concluded his
statement, Mr. Goldenson said he wanted
to note for the record that in the fourth
quarter of 1956 profits of ABC-TV were
"way off" and that there were no "can-
cellations in that quarter." He commented
that "nothing further is served by discus-
sion," noting that Mr. Kintner had resigned
in October over policy differences and that
the AB-PT directors had accepted the res-
ignation. Later, Mr. Goldenson told news-
men he would have no other comment.
(An NBC spokesman said later that the
network understood Mr. Greenbaum was
representing Mr. Kintner in a private capac-
ity and had no connection with either NBC
or RCA.)
Mr. Kintner had an annual salary of
$125,000 when he resigned from ABC on
Oct. 12, 1956. He then was paid a settlement
for his 10-year contract starting in 1950 and
which AB-PT assumed in the ABC-United
Paramount Theatres merger of 1953. In
that settlement, AB-PT has payable to Mr.
Kintner the sum of $230,000 in the years
1957 through 1960.
The Kintner resignation was announced
Oct. 16 and an exchange of letters between
him and Mr. Goldenson released and pub-
lished [B«T, Oct. 22]. The letters attributed
the parting to a "substantial" dispute and
"major" differences in policy on ABC's or-
ganization and operation.
TAINT SO, KINTNER TELLS AB-PT
Broadcasting • Telecasting
May 27, 1957 • Page 55
NETWORKS
NEW PROGRAM DEAL AT ABC RADIO
• Morgan of KLIF named vice president for programs
• Network to drop recorded music, simulcasts
ABC Radio Network President Robert E.
Eastman made three moves last week to
inject new vigor into the network's program-
ming.
• He announced that William S. Morgan
Jr., vice president and general manager of
the McLendon Corp.'s KLIF Dallas, one of
the country's top-rated independents, would
join ABC Radio as programming vice pres-
ident on June 1.
• Coincidentally he disclosed that the net-
work is taking steps to eliminate all pro-
grams employing phonograph records, and
said that ultimately all ABC Radio programs
will feature "live-talent network person-
alities."
• He ruled simulcasts out of bounds for
ABC Radio, announcing that the network
would stop carrying the Wednesday Night
Fights after the June 19 broadcast. The
fights will continue on ABC-TV.
When he takes over his new duties, Mr.
Morgan will replace Raymond Diez, who is
resigning as na-
MR. MORGAN
tional program di-
rector for ABC
Radio.
Mr. Eastman,
who took over the
ABC Radio pres-
idency May 1, used
the occasion of the
Morgan appoint-
ment — which is
being announced
today (Monday) —
to enunciate the
new policy on rec-
ords. He said:
"Since Mr. Morgan comes to us from
one of the outstanding independent stations,
some may assume that American Broad-
casting is going into a programming type
parallel to that normally employed by inde-
pendent stations. Nothing could be further
from the truth: All American Broadcasting
programs will ultimately feature 'live-talent'
network personalities. Steps are already be-
ing taken to eliminate network programs
employing phonograph records. There is no
good reason why a network should ever play
phonograph records."
The move sets ABC Radio to program-
ming in the opposite direction from Mutual,
which on June 2 plans to launch a new type
of operation emphasizing news and recorded
music. Currently ABC Radio has two major
records programs: Imagination, conducted
by Milton Cross from 10 to midnight Mon-
days through Fridays, interspersed with
about 40 minutes of newscasts, and Man
About Music, a Monday-Friday program of
80 minutes of music each afternoon. Until
fairly recently it also carried the Martin
Block DJ program for about an hour each
day,
Coincidentally, it also was ABC which led
the way in the successful fight to get FCC
approval of the use of tape-recorded pro-
grams some years ago. Tape-recordings are
not affected by ABC Radio's new move
against the use of phonograph records.
Mr. Eastman said the new programming
vice president "is eminently qualified to co-
ordinate top-quality live talent network pro-
gramming with the local programming of
stations throughout the country. I know he
can effectively develop network program-
ming with appeal for the public and for
clients and agencies."
He hailed Mr. Morgan as "an expert at
the 'do-it-yourself procedure in the broad-
casting business" and one who has "excelled
in local programming and local selling prob-
lems."
"Getting such men as Bill Morgan on the
American Broadcasting team is part of our
plan to set the network's sights on the local
level and at the grass roots of radio broad-
casting," Mr. Eastman asserted.
Mr. Morgan, formerly general manager
of KGKO Dallas, has been with KLIF since
May 1955 and vice president of McLendon
Corp., and general manager of KLIF since
March 1956. Under his general manager-
ship KLIF featured many promotion proj-
ects including a "Win a Million" contest, a
"Wheel for a Day" contest, a mystery voices
contest, and a treasure hunt with a $50,000
first prize.
In announcing ABC Radio will not carry
the Wednesday Night Fights after June 19.
Mr. Eastman said:
"The ABC Radio Network has taken a
strong stand to the effect that its program-
ming must be exclusive, not only in char-
acter but in its release to the public. The so-
called simulcast of most events detracts
from radio's creativity because, in effect, the
public is given its choice to either look or
listen."
The Wednesday Night Fights, sponsored
by Pabst until recently, is one of two regular
simulcasts currently on the ABC Radio
schedule. The other is Firestone Hour, but
it was announced earlier that this would be
dropped from radio after the June 10 broad-
cast.
NBC-TV Reclassifies Rates
For Early Morning, Sunday
NBC-TV has added a Class D rate to its rate
card, effective June 1. This addition — and
other readjustments, including a slight in-
crease in Class A rates over the current rate
card — affects early morning weekday periods
and certain afternoon periods. Harry Ban-
nister, NBC vice president, station relations,
said last week he has sent contract amend-
ments incorporating the changes to the net-
work's affiliates.
The rate adjustment, effective June 1,
makes the following changes (all local time):
the 7-9 a.m. period Monday-Friday, for-
merly Class C, becomes Class D; 1-2 p.m.
on Sundays, formerly Class B, becomes
Class C, and 5-6 p.m. on Sundays changes
from Class A to Class B.
Here are the old and new rates for 58
basic stations interconnected for each time
classification, effective June 1: Class A —
hour, to $79,050 from $78,650; half-hour,
to $47,430 from $47,190; quarter-hour, to
$31,620 from $31,460; Class B— hour, to
$58,287 from $58,987.50; half-hour, to
$35,572.50 from $35,392.50; quarter-hour,
to $23,715 from $23,595; Class C— hour,
$39,525 from $39,325; half-hour, to $23,-
715 from $23,595, and quarter-hour, to
$15,810 from $15,730, and Class D — hour,
$31,620; half -hour, $18,972 and quarter-
hour, $12,648.
Mr. Bannister said that as a result of
the changes, Class A rates will apply to all
6-11 p.m. local time periods with Class B
(75%) rates applying to the following time
periods: Mondays-Fridays, 5:30-6 p.m. local
time; Saturdays, 5-6 p.m., local time, and
Sundays, 2-6 p.m. local time.
The new Class D rates, which will be
based on 40% of Class A rates, will apply
to the Monday-through-Friday, 7-9 a.m.
local time periods. Class C (50%) rates will
apply to all other time periods than those
listed for A, B, and D rates.
CBS Inc. Appoints Cherry
Finance-Management V. P.
APPOINTMENT of L. Byron Cherry as
vice president, finance and management
services of CBS Inc., was announced last
week by Frank Stanton, president.
Mr. Cherry will
be in charge of the
n e w 1 y - e stablished
finance and man-
agement services
division of CBS
Inc. The division is
being set up to pro-
vide specialized fi-
nance and manage-
ment services
throughout the
company and all of
its divisions. The di-
vision will have a
major part in the long-range planning, or-
ganization and control of CBS Inc., includ-
ing the company's plans for further expan-
sion and diversification.
Mr. Cherry joined CBS Inc. 1955 as man-
agement consultant. He has been in charge
of the management services division and has
played a major role in the development of
CBS plans for further decentralizing respon-
sibility for operations within over-all com-
pany objectives and policies.
CBS-TV's Allen Dies in L. A.
SERVICES were held May 19 in Los
Angeles for Herbert Allen, 43, producer of
the Bob Crosby and Johnny Carson shows
and other programs on CBS-TV and for-
merly a radio announcer and actor. Mr.
Allen died May 17 of acute hepatitis, follow-
ing three months' hospitalization. His wife,
Jane Allen, and four children survive.
MR. CHERRY
Page 56 • May 27, 1957
Broadcasting • Telecasting
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NETWORKS ■
WALLACE, ABC-TV FACE POLICE IRE
• L. A. department incensed over Cohen statements
• FCC protest, libel, slander court suits planned
COPS on both coasts last week were verbal-
ly gunning for ABC-TV personality Mike
Wallace and his controversial guest, a self-
styled reformed gangster, Mickey Cohen.
At home and in New York, the Los An-
geles Police Dept. was making itself heard
loud and clear. Ever since the May 19 ABC-
TV Mike Wallace Interview, on which Mr.
Cohen cast grave aspersions on Los Angeles
Chief of Police William H. Parker's moral
standards and personal honesty, and char-
acterized his chief of intelligence, Capt.
James Hamilton, in a similar manner, the
men behind the badges have been stirred up
in indignant wrath.
• In Los Angeles last Thursday afternoon,
Chief Parker instructed his attorneys to file
libel and slander suits against "all persons"
connected with the May 19 telecast. These
presumably would include the advertiser,
Philip Morris Inc.; the agency, N. W. Ayer
& Son, New York; ABC-TV; Mr. Cohen;
Mr. Wallace; Producer Ted Yates Jr., and
the program's staff.
• On Wednesday, the Los Angeles Police
Commission passed a resolution expressing
indignation at the Cohen statements and
demanding that Leonard Goldenson, presi-
dent of AB-PT, the ABC-TV parent com-
pany, prepare an "appropriate statement . . .
at once." The police commission called the
program an "irresponsible abuse of the free-
dom of speech."
• Chief Parker sent a delegation to the
criminal complaints committee of the Los
Angeles Grand Jury and later, at the com-
mittee's request, appeared himself to ask
that criminal libel action be instituted against
Mr. Cohen. The committee listened to a
playback of the audio part of the telecast.
As of late Thursday it had taken no action.
• In New York last week with actor-
producer Jack (Dragnet) Webb to exploit
Mr. Webb's new Warner Bros, film, "The
D. I.." Capt. Hamilton marched angrily to
District Attorney Frank S. Hogan's office to
lodge a query. His question: Under New
York State legal statutes, is there grounds
for a criminal conspiracy suit against Mr.
Wallace and Mr. Cohen? (Capt. Hamilton
asserted that inasmuch as Mr. Wallace knew
beforehand of Mr. Cohen's bitter quarrel
with himself and Chief Parker, there was
"conspiracy" involved). The DA's office late
Thursday hadn't yet arrived at an answer.
• Meanwhile, Capt. Hamilton prepared
to take the matter before the FCC. Although
an appointment scheduled in Washington
Thursday was called off at the last minute
by the officer, the FCC was told to expect
a formal complaint the first thing this week.
• Earlier in the week, Chief Parker was
reported to have instructed his department
to dig deeper into Mr. Cohen's background.
This was prompted by an exchange on the
air between Messrs. Wallace and Cohen.
The latter was asked whether he had killed
"more than one man." He replied, "I've
killed no one who didn't deserve killing. In
all these cases, it was their life or mine."
(Mr. Cohen was acquitted 14 years ago of
a murder charge after successfully pleading
self-defense).
A formal statement issued Tuesday by
ABC-TV Vice President Oliver Treyz, offer-
ing the two aggrieved Californians "identical
time and network facilities" to answer Mr.
Cohen's charges, and an invitation by Mr.
Wallace to have Chief Parker appear on the
program scheduled for last night (Sunday)
were refused. Though the network's "sincere
apologies" were accepted, Chief Parker said,
"I do not feel that I must defend myself
against a man of the character of Cohen."
(Mr. Cohen has been at war with the Los
Angeles Police force for some time. At the
beginning of the year, he appeared on Bill
Stout's Eye-to-Eye interview program on
KNXT [TV] Los Angeles, and declared that
both Chief Parker and Capt. Hamilton were
"conspiring" to kill him. Subsequently,
KNXT Station Manager Clark George pub-
licly apologized for this unrehearsed crack.)
Capt. Hamilton said that when Mr. Wal-
lace's office telephoned Chief Parker the
Thursday before the telecast, it was "cau-
tioned" again not to use Mr. Cohen. Chief
Parker was quoted by Capt. Hamilton as
having told a Wallace researcher that any
outburst by Mr. Cohen would "surely" lead
to a criminal libel suit.
Additionally, Capt. Hamilton noted that
STILL maintaining its innocence in the
"Galindez-Murphy Case," the Dominican
Republic, through its New York informa-
tion office, last week lodged a written pro-
test with CBS Radio. It charged that last
Monday night's Chronicle of Terror (8-9
p.m.) was "apparently prejudiced," inaccu-
rate, biased and not in the public interest.
Thus, it requested "out of courtesy" that
CBS grant it free time in which to state its
case, and should such a request be impos-
sible to fill, it then will consider the pur-
chase of either a half-hour or quarter-hour
of time. The letter asked for Class A time
charges on week nights, which were given
by CBS as $5,530 for 30 minutes and $3,802
for 15 minutes.
The public interest, Generalissimo Rafael
L. Trujillo notwithstanding, seemed to be
"phenomenal." According to CBS, audience
reaction to the show was at a high-water
mark, matching that registered in 1951 after
CBS Radio's prize-winning documentary
series, The Nation's Nightmare. It therefore
will reschedule the program tomorrow
(Tuesday) night at 8 p.m.
Last Tuesday, a spokesman for the Do-
minican information center telephoned CBS
Public Affairs Director Irving Gitlin and
discussed the "informal" attitude of his gov-
ernment. Mr. Gitlin suggested that these
views be put into writing. They were, in let-
ters sent to Edward R. Murrow, the pro-
COAXIAL CONTROVERSY
THE GUEST CAUSED A STIR
immediately after the live program had gone
off in the East (and before a kinescope could
be shown in Los Angeles), his superiors at
Los Angeles City Hall called upon Earl
Hudson, ABC-TV Western Div. chief, and
advised him that further display of the in-
terview "would compound the liability."
Neither Mr. Wallace nor the network
would comment on any aspect of the con-
troversy, other than to issue apologies and
offers of equal time. Mr. Wallace said that
Mr. Cohen's outburst had caught him com-
pletely off-base, and that he had had no in-
dication beforehand that Mr. Cohen would
"let fly."
gram's narrator, and to Mr. Gitlin. These in-
dicated that "other media" also might be
used in which to state the Dominican posi-
tion toward the disappearance of Dr. Jesus
de Galindez on March 12, 1956. This pre-
sumably refers to use of full-page paid ad-
vertisements in New York and Washington.
D. C, newspapers, as was the case this
year following the publication of an un-
favorable Life magazine article on the case.
Mr. Gitlin declined to comment on the
situation as it stood at midweek, adding that
the network hadn't yet fully discussed the
pros and cons of the matter. He indicated
however, that the chances for "free time"
looked dim, inasmuch as CBS feels its report
was "fair and balanced." He cited producer
Jay McMullen's unsuccessful efforts in try-
ing to bring Dominican representatives to
the microphone.
But the letter sent to CBS stated in part:
"It is recalled that the government declined
to make recorded statements for the docu-
mentary at a time when the complete nature
and direction of the program was not fully
understood." CBS maintains that when the
network was rebuffed, it sought to represent
the Trujillo government on the program
through excerpting its paid ads.
Network officials told B*T that "nothing
has been decided yet" as regards the pur-
chase of time. But John Karol, CBS Radio
sales vice president, noted that time clear-
TRUJILLO POLITELY PIQUED WITH CBS
Page 60 • May 27, 1957
Broadcasting • Telecasting
PROOF of a great AREA
TELEVISION MARKET
REGIONAL ACCOUNTS
^Rorabaugh Report (1st. Quarter 1957) 321 Stations reporting
45th TV Market'
^Television Magazine
George P. Hollingbery, Representative
Broadcasting • Telecasting
May 27,
NETWORKS
PERSONNEL RELATIONS
ance would not present any difficulties for
CBS under its "impact" or segmentation
plan. "All it would involve," he said, "would
be a bit of reshuffling."
Also not quite clear was what the Domin-
ican Republic intends to do with the time,
assuming it purchases a 30- or 15-minute
block. Diplomatic sources in New York feel
that the time may be used to reiterate the of-
ficial Dominican "line," that (a) it knows
nothing of the whereabouts of Dr. de Galin-
dez; (b) that Dr. de Galindez was tied up in
some mysterious way with Communists; (c)
that the Communists "eliminated" the Co-
lumbia U. scholar because he had served
their purpose as a tool to discredit Gen.
Trujillo; (d) that Dr. de Galindez embezzled
Basque funds, then fled to Europe.
The Dominican information center didn't
think much of the CBS program, dismissing
it as so much fanfare "which proved abso-
lutely nothing." Spokesmen there expressed
"surprise" that CBS would make "such a
direct attack on the Dominican Republic"
and that it would choose to gloss over "the
true facts" of the case. An official of the
center deplored the "discrepancies" in the
program and felt it was "one-sided" because
of the network's reliance on the views and
statements of such "ultra-liberals" as Nor-
man Thomas.
Meanwhile, another CBS program, this
one a televised film interview with Cuban
rebel leader Sr. Fidel Castro, seen on the
You Are There program a week ago Sun-
day, drew absolutely no official reaction
from the regime of Cuban strongman Ful-
gencio Batista. As a matter of fact, the only
excitement generated by the special report,
titled "The Rebels of the Sierra Maestra,"
came from unofficial quarters.
In Havana, news of the telecast, reprinted
in El Crisol, one of the two morning news-
papers permitted to publish on Mondays,
was greeted by Castro supporters as a slap
in the face for Sr. Batista, whose government
has maintained consistently that Sr. Castro
doesn't exist, much less offer any opposition.
(The Batista government, however, has
made things difficult for U. S. reporters who
have talked to Sr. Castro. They have con-
demned New York Times correspondent
Herbert Mathews as a "liar and a fool" after
his paper published a picture of Mr. Math-
ews and Sr. Castro together, and only last
month, Bastista police detained and arrested
two NBC "stringers" assigned to the Castro
story at Havana Airport. Intervention by the
State Dept. at NBC's request effected the
newsmen's release).
In New York, some 600-800 supporters of
the Castro movement staged a giant fund-
raising rally in midtown. They rented a
hall the day of the program and invited
Cuban residents in New York to watch the
program via a large screen projection hook-
up.
NBC-TV Show Meets Troubles
NBC-TV's Tonight: America After Dork last
week seemed to have taken on the appear-
ance of a show in desperate search of a
format. Launched last January after Steve
Allen dropped out of the old Tonight show
to take over the Sunday evening 8-9 p.m.
slot, the late evening program has had both
rating and sponsor trouble and last week
it lost its m.c. and star "guest columnist."
On June 24, Jack Lescoulie, assigned anchor
duties on the Tonight show, will relinquish
this post to go back to the early morning
Today program, substituting for Dave Gar-
roway who begins a seven-week hiatus. Four
days later, Earl Wilson likewise will leave
Tonight. It is understood that NBC-TV,
unhappy with the present format and sales
results, is considering returning to the studio
audience routine proved so successful dur-
ing Mr. Allen's reign.
CBS-TV to Film Interview
With Krushchev in Moscow
FRESH from having "taken on" two Latin
American strongmen (story, page 60), CBS
last week announced that its Face the Na-
tion interview show on CBS-TV and heard
on CBS Radio will travel to Moscow this
week.
Purpose: to air on June 2 the "first free
questioning by American newsmen" of a
top Communist official since World War II.
The "official" is none other than Commu-
nist boss Nikita Krushchev, First Secretary
of the Central Committee.
Moscow has informed CBS it will abide
by Face the Nation's ground rules, that of
unrehearsed and spontaneous questioning.
This is CBS' second try to bring a top-
level Russian official to the microphone and
camera. During the UN's 10th anniversary
meeting in San Francisco in 1955, the pro-
gram made a bid for and won acceptance
by then-Soviet Foreign Minister Vyacheslav
M. Molotov. But when Mr. Molotov learned
that questioning would be unrehearsed, he
withdrew from the program.
Cubans Mob WTVJ (TV) Miami
After Showing of Castro Film
SOME 250 Cubans, incited by a CBS-TV
film on the Cuban rebel movement, held a
political demonstration in front of WTVJ
(TV) Miami on May 17. Police had to scatter
the unruly crowd, which included Carlos
Prio, former Cuban president who was
ousted by Cuban President Fulgencio
Batista, and several of President Batista's
secret police, the station says.
The Cubans had come into the country
to see .CBS-TV's Rebel of the Sierra Maes-
tra, filmed in the Cuban mountains where
Fidel Castro leads the guerrilla movement
against the Batista regime. The station had
planned to carry the program a week later,
but provided a special showing for the pro-
Castro group. The demonstration broke out
after the showing.
Berk to CBS-TV Press Office
HOWARD BERK, who left CBS Radio
press as trade news editor earlier this year
to join Bernard Relin Assoc., New York,
joins CBS Television press information to-
day (Monday) as assistant to Harry Feeney,
trade and business news manager. He also
will assist Sydney Rubin, director of CBS
Television enterprises, merchandising and
subsidiary rights, on press and promotion
assignments. Mr. Berk at one time was with
MCA-TV.
WGAE Chooses Welles;
WGAW Elects Hartmann
HALSTED WELLES was elected president
of Writers Guild of America, East, and
Edmund L. Hartmann was elected president
of WGA, West, at membership meetings
held Tuesday in New York and Hollywood.
Other WGAE officers elected were Stanley
Niss, first vice president; Don Ettlinger,
second vice president; William Kendall
Clark, secretary; Robert Allison, treasurer.
Other WGAW officers are Daniel Tara-
dash, first vice president; David Dortort,
second vice president; Al Martin, secretary;
Edmund North, treasurer.
Curtis Kenyon, whose candidacy was filed
by petition, was elected president of the
guild's Television-Radio Branch, defeating
Hal Fimberg, selected by the nominating
committee of the branch. Samuel Newman
was elected vice president and Gomer Cool
secretary-treasurer. Mr. Fimberg, Leonard
Freeman, Milton Raison and Martin Work
were elected board members of the Tele-
vision-Radio Branch, on which James AUar-
dice, True Boardman, Erna Lazarus and
Phile Leslie hold over for another year.
The WGAW meeting empowered the
building committee, headed by Frank Nu-
gent, elected president of the Screen Writers
Branch, to secure a site for a new WGAW
building, subject to Council approval. Mem-
bers of the Screen Writers Branch voted to
facilitate the move by making a 20-year,
$50,000 loan to the guild, payable at 4%
interest and secured by a second mortgage.
Edmund H. North, retiring president of the
Screen Writers Branch, reported that the
field of pay-tv is now being chartered to as-
sure proper separation of rights and pay-
ment for writers.
Writers Guild Makes Awards
In Radio, Tv Categories
WINNERS in the first annual awards con-
test sponsored by the Writers Guild of
America for work in the 1955-56 season
were announced simultaneously last week in
New York and Hollywood at annual mem-
bership meetings of the west and east coast
branches of the union. New officers of the
branches also were elected (see above).
The winners in the various television
categories were Rod Serling, "Requiem for
a Heavyweight," CBS-TV (hour or longer
drama field); John Whedon and George Roy
Hill, "A Night to Remember," NBC-TV
(documentary); Donald Sanford, "The
Golden Junkman," CBS-TV (anthology
drama, half-hour); Kenneth Kolb, "She
Walks in Beauty," NBC-TV (episodic
drama); Leonard Stern and Sydney Zelinka,
"The 99,000 Dollar Answer," CBS-TV
(situation comedy, half -hour); J. Harvey
Howells. "Goodbye, Gray Flannel," NBC-
TV (comedy, one hour or longer); Thelma
Robinson Haight. "The Visitor," CBS-TV
(children's program, any length); Hal
Kanter. Howard Leeds, Harry Winkler and
Everett Greenbaum for Nov. 12, 1955
George Gobel Show, NBC-TV (comedy-
variety, half-hour).
Winners in radio were Allan Slone,
"Bring on the Angels," CBS (drama, any
Page 62 • May 27, 1957
Broadcasting • Telecasting
f&CSS
/
The sailing enthusiast and the small craft pilot both set their
dials to the radio station that keeps them up on the weather.
Millions of Americans at home, on the road, at work
or on vacation do the same.
The broadcaster with an ear for the NEW SOUND in radio
news satisfies them all. He does it with superior
all-around weather news from The Associated Press.
The AP provides more weather information on its radio
news wire than all other agencies combined. And, in most
states, AP radio still is expanding its service with reports on
road, traffic, skiing, and tide conditions.
AP always has led the way in listenable radio news.
Tuned to the NEW SOUND in radio news, the AP today
delivers weather information to please the listener.
If you are on the AP radio wire, you have "clear sailing" with:
1. Quick rundowns daily on prospects across the nation.
2. Latest regional information.
3. State-by-state forecasts.
4. Localized forecasts.
5. Major city temperatures.
6. Long range outlook for next weekend.
7. Special Sunday morning roundups.
8. Reports in listener's language.
JP
V* w the KVI SOUND /„ radio ***
GOVERNMENT
FEDERAL AID TO EDUC. TV SOUGHT
• Bill stipulates funds to go for equipment, facilities
• Magnuson wants $1 million appropriations to states
PERSONNEL RELATIONS
length); Si Rose, Nov. 27, 1955, Edgar
Bergen Show, CBS (comedy, any length);
Stanley Niss, The Penny, CBS (series epi-
sode, any length); Robert S. Greene, "Deci-
sion for Freedom" NBC (documentary).
An anthology of the 12 award-winning
scripts, tentatively titled Best Television
and Radio Plays of 1956, will be published
by Random House in the fall.
Newly-elected officers of the Writers
Guild of America East are Halsted Welles,
president succeeding Erick Barnouw, who
recently was named national chairman of
the Writers Guild of America, embracing
the east and west coast branches; Stanley
Niss, 1st vice president; Don Ettlinger, 2nd
vice president; William Kendall Clarke,
secretary, and Robert Allison, treasurer. All
are freelance writers.
Local 47 Group Reports
'Progress' in AFM Talks
A COMMITTEE representing Los Angeles
Local 47, American Federation of Musi-
cians, met four hours with AFM President
James C. Petrillo in New York last Wednes-
day and agreed later that "progress" had
been made in narrowing the rift between
the local and the federation.
The local's main complaint is a long-
standing one, based on the contention that
the 5% levy on the gross revenue of new
tv films is a deterrent to the use of live
music. This money is allocated to the Mu-
sic Performance Trust Fund. Mr. Petrillo
replied to this argument by saying that the
federation "has long sought a better for-
mula and would welcome suggestions."
The local committee also pointed out that
negotiations with film producers are sched-
uled to begin the end of this year and urged
that musicians employed in films participate
actively in these discussions. Mr. Petrillo
said he was "impressed" by this line of ar-
gument and reported the federation would
give the suggestion "serious consideration."
It was agreed that another meeting be-
tween a Local 47 committee and Mr. Pe-
trillo should be held shortly, but no date
was set.
ASCAP's Kerr Dies in L. A.
FUNERAL services were held Wednesday
in Los Angeles for Harry D. Kerr, 76,
charter member of ASCAP, who died Mon-
day after a lengthy illness. A New York
attorney at the time of ASCAP's formation,
Mr. Kerr prepared the organization's in-
corporation papers, becoming a member at
the same, time. His compositions include
"Venetia," "Do You Ever Think of Me?"
and others. He is survived by his wife, Ruth
Kerr.
Local 802's Surplus Grows
ANNUAL financial report of New York
Local 802, Americal Federation of Musi-
cians, shows that at end of 1956 surplus
amounted to $664,000 as against $470,000
at end of 1955. Report showed that at end of
1956, approximately $490,000 remained in
general fund; $2,400 for relief fund, $85,000
for live music fund and $88,000 for strike
fund, reflecting increases in each group as
compared with 1955.
EDUCATIONAL television was joined by a
powerful ally with the introduction of a bill
(S 2119) May 17 by Sen. Warren Magnuson
(D-Wash.) calling for the appropriation of
up to $1 million to each state and territory
"to establish or improve television broadcast-
ing for educational purposes."
In comments on the Senate floor last
Wednesday, Sen. Magnuson, chairman of
the Committee on Interstate & Foreign Com-
merce, said that the bill is "of first impor-
tance in the field of proper utilization of our
tv medium."
The bill would require the state to pro-
vide the land, buildings and cost of operation
and maintenance of the educational tv sta-
tion. The states, in turn, could get grants
for the purchase of actual equipment and
facilities required for the stations. To be
eligible for a grant, the states would have
to:
(1) Secure an authorization from the
FCC.
(2) Apply for monetary assistance to the
U. S. Commissioner of Education.
(3) Place operation of the station under
the control of the state agency or officer
responsible for supervision of public schools.
(4) Use the station for educational pur-
poses only.
Under provisions of the bill, a state may
receive more than one grant "but the total
amount of such grants to any state shall not
exceed $1 million." Each state, the Wash-
ington senator said, could establish five or
six educational tv facilities by taking advan-
tage of his bill. The money also could be
used for closed-circuit tv.
"S 2119 is a modest bill," Sen. Magnuson
said. "It will initiate the use of television
in our public schools and colleges and in
adult training programs in each of the sev-
eral states and territories on a small scale."
"At the outset of the development of tele-
vision in this country, 250 channels were
wisely set aside for educational purposes.
[The FCC, in its Sixth Report and Order
released in April 1952, reserved 242 channels
for educational use.] Most of the channels
[educational] remain unused at the present
time. I am convinced that unless the federal
government takes the initiative, offers the
impetus and contributes to the cost, the
great educational potential from these
channels will be lost."
Sen. Magnuson also expressed the belief
that the use of tv facilities in public schools
and colleges will "strike directly" at existing
shortages in teachers and schools. "The
extent of the contribution toward the solu-
tion of these problems which television can
make is tremendous," he stated.
"The quality of education we furnish our
children is, in my judgment, more important
than any other single responsibility that
faces us today," Sen. Magnuson told his col-
leagues. He claimed the use of educational
television will meet the needs of education
"with the least cost and in the most ex-
peditious manner."
In commenting on his bill from the Sen-
ate floor last Wednesday, Sen. Magnuson
quoted a statement by Dr. Thomas Clark
Pollock of New York U. ". . . television
offers the greatest opportunity for the ad-
vancement of education since the introduc-
tion of printing by movable type."
The senator also entered into the Con-
gressional Record a recent report by Dr.
Alexander D. Stoddard, who retired last
year as superintendent of schools for Los
Angeles. In his study, titled "Schools for
Tomorrow: an Educator's Blueprint," Dr.
Stoddard detailed the present status of ed-
ucational television. "From the experiments
already conducted, he [Dr. Stoddard] is con-
vinced that, if used wisely, educational tele-
vision can open an entire new vista of
achievement in the field of public educa-
tion," Sen. Magnuson said.
"The legislation I have introduced is in-
tended to launch our country firmly upon
the path of bringing into our educational
system the tremendous advantages and op-
portunities afforded by the television
medium. Its cost in actual dollars is modest
— approximately $50 million. Its rewards,
in realistically confronting one of our most
difficult problems today, are so great as to
be virtually unmeasurable."
The bill was referred to Sen. Magnuson's
own Senate Interstate & Foreign Commerce
Committee and the senator said he planned
to schedule hearings on it soon.
In Washington last Thursday, both the
Joint Council on Educational Tv and the
National Education Assn. reserved comment
on the bill pending further study. At the
present time, there are 23 educational sta-
tions on the air with regular programming,
a^d at least two others on the air with test
patterns. There have been 48 educational
stations granted since the Sixth Report and
Order was released.
This leaves approximately 200 channels
reserved for educational use which are lying
fallow. Commercial broadcasters have been
making steady and numerous efforts to use
many of these idle channels, especially those
in the vhf band.
Emerson Satisfies FTC Complaint
THE Federal Trade Commission last week
approved a consent order which specifically
prohibits Emerson Radio & Phonograph
Corp., Jersey City, from advertising certain
of its radios containing vacuum tubes as
transistor radios, or claiming the absence of
vacuum tubes in some of its products, and
from describing certain Emerson radios as
the smallest on the market, unless this claim
is true.
The agreement, which does not constitute
admission by Emerson of violation of the
law, arose out of an FTC complaint filed
last August.
Page 64 • May 27, 1957
Broadcasting • Telecasting
Children's Groups
on Sage's Studio Waiting List!
^1
has the kids* roped and tied to
WJBK-TV
CHANNEL
DETROIT
So many boys and girls are storming the doors to be on
WJBK-TV with Sage, his cartoons, and his ventriloquist dummy
characters that special theater showings are in the works to
forestall a hopeless waiting period for the groups at the bottom
of his list! Pulling power like this means thousands of customers
for you. And we still have a few availabilities for alert advertisers
interested in staving off Summer-time sales dips for their products.
^fand tens of thousands of their doting parents, too)
Typical of WJBK-TV's local programming
SAGEBRUSH PULLS TOP RATINGS
up to 16.3 Saturday and Sunday; 8.5 Mon. thru Fri. (when "Breakfast Time" rates* apply)
Ratings from April, 1957, ARB and Pulse
* Ask your Katz man about these terrif-
ic bargain buys on Detroit's CBS station
that saturates southeastern Michigan's
1,700,000 TV homes. Maximum
100,000-watt power, 1,057-foot tower.
Commanding Channel 2 dial position.
Represented by THE KATZ AGENCY, INC.
STORER NATIONAL SALES OFFICES: 625 Madison, New York 22, N.Y.; 230 N. Michigan, Chicago 1, III.; Ill Sutter, San Francisco, Cat.
WROV^j
your
best buy A W\
in ROANOKE!\^\|
f H
I I®
) who
| says
1 so?
THE RATES
AND THE /C
RATJGSr^
New '57 Pulse shows WROV first in
Roanoke from 5 pm to midnite with
38% average share of audience; second
from 5:30 am to 5 pm with 23% share
of audience. Compare rates and you'll
put your money on WROV, Roanoke's
red-hot station for "pop" music, sports
and sell-appeal personalities.
exclusive!
complete Dodgers' baseball!
represented by Burn- Smith Co., Inc.
ROANOKE • VIRGINIA
Burt Levine, president
1240 on your dial
GOVERNMENT ,
tivities are regulated by the federal govern-
ment.
This would include, at the FCC, such
data as financial reports and details of con-
tracts between networks and stations, as
well as other economic and financial in-
formation considered competitive.
Mr. O'Donnell referred to a situation at
the Civil Aeronautics Board where two
copies of an "audit" submitted by Pan
American World Airways are missing. Pan
American has complained that financial in-
formation in those documents had reached
competitors. This incident is being inves-
tigated by the Dept. of Justice, he said.
The Jackson committee has been inves-
tigating the leak of a CAB decision last year
to permit Northeast Airlines to fly the profit-
able New York-Miami run. This resulted in
stock market activity which resulted in many
thousands of dollars being made by those
who allegedly received this advance tip.
In an appearance before the Senate com-
mittee last week, CAB Chairman James R.
Durfee called for new laws to immunize
agencies not only against leaks but also
against "outside pressures." Mr. Durfee ex-
plained that he thought there should be some
form of law which would provide that once
examiners make their recommendations,
outsiders would be prohibited from trying to
influence commissioners except through
proper procedural actions — filing briefs and
in oral argument.
The committee, Mr. O'Donnell said, has
had no reports, or complaints, regarding the
FCC. Several months ago the Communica-
tions Commission instituted a practice of
announcing tentative votes on docket cases
as soon as instructions are issued to the staff.
LIBEL PROTECTION for broadcasters when FCC rules forbid censorship of programs
is provided under a new law (Sec. 91 A, Chapter 231) enacted in Massachusetts. The
law was spearheaded by Massachusetts Broadcasters Assn. and Thomas Callagan,
MBA legislative agent. Gov. Foster Furcolo signs the measure before (1 to r) Thomas
Y. Gorman, WEEI Boston; Joseph Dunn, WORL Boston; George Steffy, WNAC-TV
Boston; Horace Rolfs, WBZ-TV Boston, and Sherwood J. Tarlow, WHIL Medford.
MBA president. The signing took place in Boston last week.
Move Started to Squelch
Federal Ruling Tipoffs
A MOVE is underway to make the dis-
closure of unauthorized information by of-
ficials of government regulatory agencies a
criminal offense.
The campaign is being led by Sen. Henry
M. Jackson (D-Wash.), chairman of a Senate
Government Investigations subcommittee
[B*T, May 13].
Objective of Sen. Jackson and his com-
mittee is to get Congress to pass a law
penalizing the advance disclosure of how a
government body has voted in an adjudica-
tory matter. The penalty would be a fine
and/ or prison sentence.
At present the only remedy for this prac-
tice is dismissal of the offending official,
Donald O'Donnell, subcommittee counsel,
told B«T last week.
The subcommittee plans to confer with
responsible officials in all independent agen-
cies, Mr. O'Donnell said. This includes the
FCC, the Federal Power Commission, the
Interstate Commerce Commission, and other
quasi-judicial agencies, he pointed out.
The object of these conferences, Mr.
O'Donnell said, will be to get agencies' rec-
ommendations in drawing up legislation
which will act as a deterrent to information
leaks. It is hoped to get such a bill before
Congress before this term is over, he added.
In addition to protecting information on
comparative or adjudicatory decisions until
they are officially announced, Mr. O'Don-
nell explained, the committee also wants
protection of confidential information sub-
mitted to agencies by companies whose ac-
Page 66 • May 27, 1957
Broadcasting • Telecasting
"but why should I
have to sell my
representative, too?"
Good question! Yet this station manager —
with a well-established TV outlet in a good
market— faces a problem confronting more
and more television operators today.
Competition for the TV advertising dollar
is understandable. It demands hard selling.
But competition to get a fair share of your
representative's attention . . competition with
a host of other stations on his list., simply
doesn't make sense.
You shouldn't have to sell your representa-
tive on performing his job fully. And with
specialized representation, you don't.
There's no routine, no "production line"
formula when you're one of the quality sta-
tions on Harrington, Righter and Parsons'
limited list. Your representation is tailored
to your station's distinctive merits by people
who specialize only in the television medium.
Caliber TV stations like those below don't
want to be one of the pack. With us, they
never are !
HARRINGTON,
RIGHTER
& PARSONS, Inc.
television — the only medium we serve
WCDA-B-C Albany WAAM Baltimore WBEN-TV Buffalo WJRT Flint
WFMY-TV Greensboro/ Winston-Salem WTPA Harrisburg WTIC-TV Hartford
WDAF-TV Kansas City WHAS-TV Louisville WTMJ-TV Milwaukee
WMTW Mt. Washington WRVA-TV Richmond WSYR-T V Syracuse
Broadcasting • Telecasting
May 27, 1957 • Page 67
FILM FIRMS MUST FACE FCC PROBE
SEVEN tv film firms must appear today
(Monday) before FCC Chief Hearing Ex-
aminer James D. Cunningham in Federal
Courthouse, Foley Square, New York, and
furnish records of their operations, the
examiner ruled last week.
Mr. Cunningham refused to quash sub-
poenas originally issued April 23 [B»T,
April 29] calling for the information to be
turned over to the Commission's network
study staff at a hearing May 1 in New York.
None of the seven subpoenaed showed up
for the first hearing. Instead, their attorneys
challenged the jurisdiction of the FCC
(which issued the subpoenas) over the film
companies, and moved that the subpoenas
be quashed.
The subpoenas were served on Harold L.
Hackett, president of Official Films; John L.
Sinn, president of Ziv Tv Programs; Michael
M. Silverman, executive vice president of Tv
Programs of America; Ralph M. Cohn, vice
president-general manager of Screen Gems;
MCA-TV Ltd. and Charles Miller, presi-
dent-secretary of Revue Productions, MCA
subsidiary, and Harry Fleischman, president
of Entertainment Productions. They had ob-
jected, among other things, to the financial
data requested, including the costs of pro-
grams produced since 1952 and the prices
paid for them by networks and stations.
The seven respondents under subpoena
are directly concerned with network broad-
casting, Mr. Cunningham ruled. "In reality,
they are no less a part of the broadcasting
industry of the nation than are the several
major networks themselves. . . ." he said in
ordering them to appear at 10 a.m. today.
The fact that the respondents are not
licensees or permittees of the Commission is
wholly without significance, for the commit-
tee is entitled to demand relevant matters in
the possession of all business organizations,
Mr. Cunningham ruled. He stated the firms
may not complain that the information
sought of them is confidential, and that con-
siderations of the public policy must be held
paramount to the private rights of individ-
uals.
It was reported that some of the sub-
poenaed firms planned to continue to resist
the committee's demand for their records.
At least one, however, Entertainment Pro-
ductions, indicated that it would furnish the
committee with the information. TPA was
"surprised" that it was served with the same
subpoena as the other film companies. It
claimed that it supplied the FCC committee
with the bulk of the information requested
last April 9.
Two of the companies — TPA and Screen
Gems — and possibly others planned Friday
meetings to decide what course to follow at
Monday's hearing.
% Under direction of U. of Cincinnati Law
School Dean Roscoe L. Barrow, the FCC
has been investigating network operations
since September 1955 under a special Con-
gressional appropriation. FCC members of
the group include Chairman George C. Mc-
Connaughey and Comrs. Rosel L. Hyde,
Robert T. Bartley and John C. Doerfer.
Counsel for the seven respondents met with
the committee a fortnight ago to urge that
the financial data requested be kept confi-
dential [B»T, May 20].
Under the Communications Act, if the
film companies still refuse to turn over the
subpoenaed information, the Justice Dept.
may be asked to step into the case.
Sec. 315 Suit Headed
Toward Supreme Court
THE federal law (Sec. 315, Communications
Act) that requires broadcasters to give equal
time to all sorts of political candidates and
forbids any editing of what they say on the
air now is headed toward the U. S. Supreme
Court.
This longtime legal headache finally is
slated to get the full judicial treatment as
a result of a Thursday court decision in
North Dakota. The district court, Cass
County, dismissed a libel suit filed against
WDAY-TV Fargo by Farmers Educational
& Cooperative Union of America, North
Dakota Div. [B»T, Feb. 4]. The court, how-
ever, did not dismiss a similar suit against
A. C. Townley, an independent splinter can-
didate who made communistic slurs against
the union in a WDAY-TV broadcast.
The lower court held that Sec. 315 creates
legal privilege for the station and that the
state statute (14-0209), a truncated version
of the standard NARTB language limiting
libel liability, is unconstitutional both under
the state and federal constitutions.
Notice of appeal to the North Dakota
Supreme Court was filed Thursday by the
farmers group. If the group wins this ap-
peal, WDAY-TV has indicated it will go to
the U S. Supreme Court. The farmers' un-
ion plans similar action if it loses.
Either way, a final determination is an-
ticipated of the legality of the law that perils
the existence of broadcasters when they per-
mit political programs on their facilities,
should the federal court agree to review
the case.
The WDAY-TV case is believed to be the
first one that contains all the legal elements
needed for federal review. The suit of the
farmers union, asking $150,000 libel, was
filed after Mr. Townley an obscure political
figure, demanded and receive time to answer
paid, campaign telecasts by the principals
in a U. S. Senatorial race — Sen. Milton R.
Young, Republican, and Quentin N. Bur-
dick, Fargo Democrat.
Mr. Townley was given the right to buy
time last Oct. 29. In his filmed speech he
made a violent attack on the union and
Messrs. Young and Burdick, refusing to
Agency Executive Sold on
Audit Bureau of Circulations
D. R. HATHAWAY
Vice President
J. M. Mathes, Inc.
New York City
"The Audit Bureau of Circulations has contributed immeasur-
ably to media evaluation through its over 40 years of service.
The Audit Reports give us valuable information that ivould
otherwise be quite unattainable.
Because of the importance and acceptance of the work carried
on by the Bureau, we are always glad to see additional publica-
tions recognize the Bureau's high standards and valuable con-
tributions by becoming members."
B*T is the only paper in the vertical radio-tv field with A.B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B*T, with the largest paid circulation in
its field, is basic for subscribers and advertisers alike.
BROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION
Page 68 • May 27, 1957
Broadcasting • Telecasting
Consider this:
Average homes using Radio: 23.3%
Average share of audience: 24.8%
Average rating: 5.8
Source: March 1957 Memphis Metropolitan Area Pulse
6 P.M.— 10 P.M. Monday thru Friday
*Well, not all .of it. Local and regional advertisers have been using night time
on WMPS all along with amazing concrete results. There are a few availabili-
ties, but we suggest "he who hesitates is lost." Once upon a time nobody
wanted 7 A.M.-9 A.M. or 4 P.M.-6 P.M. either!
Keep your eye on these other Plough, Inc. Stations:
Radio Baltimore I Radio Boston I Radio Chicago
WCAO WCOP WJJD
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC
Broadcasting • Telecasting
May 27, 1957 • Page 69
GETTING THE MOST FROT
Iff the Picture "Pops"
It Has What It Takes!
Many a good film commercial has been ruined by a poor presenta-
tion "on-air." If the picture "pops" out at you, has sparkle and dimen-
sion, you know it's good. With modern RCA Film Equipment you can
expect and get the highest quality reproduction and long term reli-
ability in operation.
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<
YOUR FILM DOLLAR
How to Get the Kind of Picture
Quality that Advertisers Want
There are two ways to increase the quality of your
film programs:
(a) By using Vidicon film cameras
(b) By using professional projectors.
Vidicon cameras give you sharp, clear, virtually noise-free pictures
of live picture quality. The Vidicon will show every detail that is
on the film. For example, night scenes are much clearer with new
Vidicon cameras than with older Iconoscope equipment. Vidicon
film cameras have ideal tone or gray scale range for high quality
reproduction of film. A remote fight control permits the RCA
Vidicon camera to be adjusted to optimum operating conditions
at all times.
Professional RCA projectors are another requirement for high
picture quality. Professional film projectors provide a rock-steady
picture, free from jump and jitter, as well as high fidelity sound.
Precise optics in the RCA film and slide projectors assure evenness
nf illumination and excellent resolution.
Whether you are a station executive, program sponsor or
agency man, you'll be helping the cause of good film program-
ming by advocating the use of up-to-date film room equipment.
Ask the RCA Broadcast Representative to show you our new film
manual "Planning TV Film Facilities for Color and Monochrome."
Tmk(s) ®
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N. J.
In Canada: RCA VICTOR Company Ltd., Montreal
GOVERNMENT
A PLEA FOR 'OUTSIDE' INFLUENCE
THE FCC is accustomed to facing inter-
vention by congressmen, senators and
other VIPs in conducting its day-to-day
business. But last week, it was revealed, a
power completely out of this world was
being called upon to intervene in Com-
mission affairs.
An ad which has been running in the
classified section of the Birmingham
Times reads: "PLEASE — Pray that
Christ will grant a new 5 kw family radio
station in Irondale, Ala."
FCC records show that Jefferson Radio
Co. (W. D. Frink) has applied for 1480
kc with 5 kw in that city and that WBCO
Bessemer, Ala., has asked that its fre-
quency be changed from 1450 kc to 1480
kc, both of which cannot be granted, the
Commission said. In a subsequent filing,
WBCO pointed out that Mr. Frink al-
ready had purchased land and built a
studio building for his proposed station.
Mr. Frink admitted this was true and
said he did so to "demonstrate to the
Commission my sincerity of purpose and
genuine intention to construct and oper-
ate the station. . . ." He said he was not.
at that time, represented by Washington
counsel and did not know that construc-
tion prior to a grant is against Commis-
sion rules.
Also interested in the case are Rep.
George Huddleston Jr. (D-Ala.) and Sen.
Lister Hill (D-Ala.). Rep. Huddleston has
written three letters to the Commission
and Sen. Hill one in support of Mr.
Frink's application. Mr. Frink, according
to letterheads incorporated as part of his
application, is an evangelist for the
Church of the First Born, Birmingham,
and formerly owned 50% of WFHK Pell
City, Ala.
The Commission has indicated that a
hearing is necessary between the two ap-
plicants.
allow any editing. The union sued and Mr.
Burdick, defeated in the Senate race, is one
of the union's attorneys.
Last December NARTB President Harold
E. Fellows asked elimination of Sec. 315 in
testimony before the Special House Com-
mittee to Investigate Campaign Expenditures
[B«T, Dec. 24, 1956]. Mr. Fellows argued
at that time that the present federal law
prevents the public from getting full coverage
of political campaigns, since total political
time of broadcasters is limited by the re-
quirement to give equal time to splinter
candidates lacking significant voter support.
Last November Mr. Townley polled 937 of
a total of 244,161 North Dakota votes.
The farmers union suit asked $50,000
special damages for loss of members and
membership dues, $50,000 general damages
for exposure to hatred and ridicule as a
result of communist references in the tele-
cast and $50,000 exemplary damages,
naming WDAY-TV and Mr. Townley as
co-defendants.
The North Dakota law says:
14-0209. Defamation by Visual or Radio
Broadcast; Limitation of Liability. The
owner, licensee or operator of a visual or
sound radio broadcasting station or network
of stations, and the agents or employees of
any such owner, licensee or operator, shall
not be liable for any damages for any de-
famatory statement published or uttered in
or as a part of a visual or sound radio broad-
cast, by one other than such owner, licensee
or operator, or agent or employee thereof.
Sen. Morse Asks FCC Questions
On Daytime-Clear Channel Case
SENATOR Wayne Morse (D-Ore.), chair-
man of a Senate Small Business subcommit-
tee which is looking into complaints from
the Daytime Broadcasters Assn. about FCC's
failure to extend their operating hours, last
week invited the Commission to get into the
act. He asked the FCC to answer a series
of questions on daytime station and clear
channel matters.
The Daytime Broadcasters are annoyed
with FCC for taking almost four years to
answer their petition. DBA seeks permission
to change present local sunrise-to-sunset
operating rules and extend them as follows:
from 5 a.m. or sunrise (whichever is earlier)
to 7 p.m. or sunset (whichever is later).
The subcommittee heard two days' of
pro and con testimony. [B»T, April 29].
Proponents argued that present regulations
needlessly deny important broadcast services
to local communities, and that the FCC has
dragged its feet on their petition. Big sta-
tion opponents said that resulting interfer-
ence from daytimers operating during night
hours would be a disservice to many, and a
benefit to a few. They also noted that inter-
national obligations would be affected.
Now Senator Morse wants some answers
to these and other questions "if it should
prove necessary to prepare a report to the
Senate." Here is the gist of his inquiries in
a letter he sent to the FCC last week:
The subcommittee would welcome a brief
explanation of the reasons why FCC im-
posed a freeze on clear channel daytime
licenses. It would also like to know, pending
a final decision on clear channels, why cer-
tain stations cannot be afforded relief from
strict enforcement of the regulations when
their livehood may depend on it.
Senator Morse also expressed concern
over FCC thinking which he said permits
occasional departures from the rules when
the dominant stations find that pre- or post-
sunrise operations do not interfere with their
broadcasting. This practice, he pointed out,
might permit too much discretion to rest
with the so-called dominant stations. He
added that it might be more appropriate for
the big stations to demonstrate "intolerable
interference" to the FCC before a lesser,
local outlet is deprived of additional broad-
cast time.
Another question asked what the Com-
mission's policy is towards around-the-clock
broadcasting during local emergencies. The
Senator also wants to know if FCC's policy
about restricting daytime broadcasting from
sunrise to sunset has varied through the
years.
Still another matter of concern to Senator
Morse is how existing international agree-
ments might be broken by an extension of
time. In this connection, he inquired whether
it is general FCC policy to go ahead and
sponsor the signing of international agree-
ments before it has established our own na-
tional policies and rules for broadcasting.
The signing of such agreements, he said,
tend to fix such national policy before there
has been domestic agreement on it.
TASO Acts to Avoid Possibility
Of Federal Conspiracy Charges
BECAUSE many of its participating mem-
bers are sensitive to anti-trust action, the
Television Allocations Study Organization
last week voted to revise the group's meet-
ing procedures so that it might be free of
possible conspiracy charges.
From now on, a government official
(probably from the FCC) will preside at
TASO meetings. Also, agendas will be pre-
pared by an FCC official. The new proce-
dures were prompted by the Justice Dept.,
which advised TASO of the existence of a
1950 directive implying that joint industry-
government meetings are less apt to create
misunderstanding than those of all-industry
groups. The Justice Dept. memorandum
was in answer to an inquiry from FCC
GEE! I'm going to
try that candy!"
Commercials on WGN-TV have
away of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and ivatching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with Q
Channel 9
Chicago
Page 72 • May 27, 1957
Broadcasting • Telecasting
Who could sell her
anything now . . . except
THE NATION'S VOICE
"Leading station" concept documented by Politz
results in new mass sales strategy
Many advertisers committed to mass selling
need advertising- strategy that can move fast.
Sudden competitive moves may need to be
met. Great weight in a special promotion may
he required. Flexibility to cash in on a seasonal
selling opportunity may be imperative. These
are among the scores of reasons why modern
advertisers are turning to a special kind of
radio technique called the Nation's Voice.
In this modern technique — based on findings
by Alfred Polk/. Research Inc. in "> separate
markets — the huge, immediate force of radio
can be released practically overnight. No
ham stringing, long term commitments! No
vague talent estimates that suddenly break
the budget!
The main spring of this new mass selling
strategy is the great power and efficiency of
leading radio stations. Only 4* of these sta-
tions are needed to give you the Nation's
Voice— and put 8:> per cent of the U.S. pop-
ulation within reach ol youi message. These
stations not onlv have huge audiences, they
enjoy the confidence and respect ol their
! istenei s.
Whether your appropriation is $25,000 or
multi-million, this revolutionary new way of
using radio's tremendous selling power is im-
portant to know about.
\ call to the nearest Chnstal ollice will bring
you full information a bom the Nation's Voice,
documented b\ Politz's astonishing findings.
POLITZ STUDIES SHOW
EFFICIENCY AND ADVERTISING
POWER OF LEADING RADIO STATIONS
One station in each of five major i
out clearly as the leader:
larkeis measured stands
First on every list are these 15 Great Radio Stations covering % of all America
WBAl - Baltimore WAPI - Birmingham WBEN - Buffalo WGAR - Cleveland
WJR - Detroit WTIC - Hartford WDAF - Kansas City KFI - Los Angeles
WHAS - Louisville WCKR - Miami WTMJ - Milwaukee WHAM - Rochester
WGY - Schenectady WSYR - Syracuse WTAG - Worcester
Represented Nationally by
HENRY I. CHRISTAL CO.
INC.
J // attracts the largest listening audience ... on an aver-
age day by as much as J to 1 over the second station; up
to 16 to 1 over the weakest.
2 Its programs are voted best in every one of S different
categories.
J Its service features are credited with being the most
reliable and complete.
A Its commercials are considered to be the most reliable.
J // is relied upon and trusted . . . the one station people
" would tune to for information in an emergency.
SAN FRANCISCO
GOVERNMENT
Chairman George C. McConnaughey (B»T,
May 20) .
TASO is an industry-financed research
and development program — instigated at the
behest of the FCC to evaluate uhf and vhf
propagation and equipment. Membership
includes: NARTB, RETMA, The Commit-
tee For Competitive Tv, Maximum Service
Telecasters Inc., and the Joint Council On
Educational Tv. George R. Town, Iowa
State College professor, is executive director.
FCC Approval for 'Boosters'
Asked by Colorado Governor
COLORADO'S new Democratic governor,
Stephen L. R. McNichols, has petitioned
the FCC to institute rulemaking to author-
ize on-channel booster stations in areas that
do not have television service.
The petition also requested that presently
operating unauthorized boosters be invited
to apply for experimental authorizations
pending disposition of the rulemaking re-
quest. Colorado has several such boosters
operating, most of them authorized last
summer by the then Gov. Edwin C. John-
son, also a former senator and chairman of
the Senate Interstate & Foreign Commerce
Committee.
Gov. Johnson established a " Governor's
Committee" to "improve tv reception in
Colorado" and authorized its members to
install the tv booster stations. Latest tv
booster was awarded by Gov. McNichols to
Canon City for the rebroadcast of KKTV
(TV) Colorado Springs last March.
Gov. McNichols said the request for FCC
recognition of boosters was filed as a result
j of the recent court of appeals ruling on the
I C. J. Community Service in Bridgeport,
Wash. [At Deadline, May 6]. In that de-
| cision, the court upheld the FCC's right to
order an unlicensed booster to cease operat-
ing, but it also called for issuance of ap-
propriate licenses so "all the people" can
receive tv service.
Examiner Favors Partnership
FCC Hearing Examiner Thomas H. Dona-
hue has recommended grant of ch. 7 at
Ponce, P. R., to Ponce Tv Partnership, sole
applicant for the facility. Ponce Tv Prin-
cipals are George A. Mayoral, officer and
minority stockholder of WJMR-TV New
Orleans and WORA-TV Mayaguez, P. R.;
William Cortada, and Louis A. Ferre. Porto-
rican-American Broadcasting Co., formerly
an applicant for the channel, withdrew from
consideration last March.
Examiner Donahue found there would be
slight overlap between WORA-TV and the
proposed ch. 7 station in Ponce, but not
enough to affect a grant to the firm that in-
cludes Mr. Mayoral.
Bill for Court Coverage Halted
A BILL requiring California court trials to
be open to radio, television and newspaper
cameramen was halted for this session of
the State Legislature when the Senate Judi-
ciary Committee in Sacramento referred the
measure to an interim committee for further
study.
Above-890-Mc Study
Begins at Commission
THE FCC opened up one of the most sig-
nificant proceedings in the last few years
last week when it began hearings to study
the use of the radio spectrum above 890 mc.
Sitting en banc, the Commissioners began
hearing a swarm of non-broadcasting claim-
ants to space in the microwave region of
the spectrum. This is the first time in 12
years that the FCC has held a full-scale al-
location hearing on any sizable portion of
the spectrum.
The schedule calls for the FCC to sit on
this matter each Monday, Tuesday and
Wednesday for the next six weeks. Claimants
range from such organizations as the Fixed
Microwave Council and the Los Angeles
Police Dept., to the American Petroleum In-
stitute and the Forest Industries Communi-
cations unit.
More than 200 witnesses are on the hear-
ing calendar. About 50 represent broadcast
interests, including: NARTB. the National
Community Television Assn. Inc., most of
the networks, about 40 stations and others.
The FCC stressed that the hearings are a
study, and not an allocation assignment pro-
ceeding for this increasingly congested part
of the spectrum. But the witnesses' testimony
nonetheless was expected to play a large part
in ultimate FCC allocation decisions. Those
segments above 890 mc that are of special
interest to broadcasters and could be affected
are: 890-952 mc for radio and tv aural com-
munications; and 1990-2110, 6875-7125,
and 12,700-13,200 mc, involving radio and
tv studio-transmitter links, remote pickups,
and intercity relays.
Rosel H. Hyde, presiding commissioner,
opened the first session of the crowded con-
clave last Monday by reminding the spec-
tators that the hearings would be a fact-
finding study as opposed to a rulemaking
proceeding.
SECRETARY of the Army Wilber M.
Brucker accepts a Certificate of Appre-
ciation from Gen. Alfred M. Gruen-
ther. National Red Cross president,
honoring the Army for its film docu-
mentary You and Yours, a half-hour
salute to the Red Cross released to 380
tv stations here and overseas.
Page 74 • May 27, 1957
Broadcasting
Telecastinc
Enter Chicago's charmed circle
for sales . . .WGN-radio
You're in good company when you join the nation's smartest
time-buyers who confidently select WGN to sell millions of
dollar's worth of goods for top-drawer clients.
1957 promises exciting new programming to make WGN's
policy of high quality at low cost even more attractive to you.
ROADCASTING
Telecasting
May 27, 1957 • Page 75
GOVERNMENT
KVOO-TV blankets north-
eastern Oklahoma with the
tops in network and local pro-
gramming. This coverage is
backed up by revealing market
research, merchandising and
promotion aids, and constant
attention to your account and
problems.
" wampum"
KVOO-TV blankets a Si-
billion market. Out of the top
90 key industrial markets,
Tulsa has the fastest dollar
value growth of any city in
the nation.* If you have some-
thing to sell, you can sell more
of it in northeastern Okla-
homa . . . over KVOO-TV.
•U. S. Census of Mfg.. U. S. Dept. of
Commerce
NOW
VAlLABtE'.'
A wide selection of good spots in popu-
lar participating shows. I.D.'s, 20 sec,
and 1 minute spots in all classes. Check
up to the minute availabilities with
your nearest BLAIR-TV man.
For current availabilities
contact any office of BLAtR-'tV
BOXSCORE
STATUS ot compunilive hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 5
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando.
Fla., ch. 9 (6-19-56); Buffalo, N. Y.. ch. 7
(9-24-56); Biloxi, Miss., ch. 13 (12-18-56):
San Francisco-Oakland, Calif., ch. 2 (3-11-
57); Ponce, P. R„ ch. 7.
AWAITING ORAL ARGUMENT: 6
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Ccos Bay, Ore., ch. 16 (7-20-56): Hat-
field. Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57); McKeesport-Pitls-
burgh Pa., ch. 4 (4-10-57).
IN HEARING: 4
Cheboygan, Mich., ch. 4; Mayaguez. P R .
•h. 3; Lubbock, Tex., ch. 5; Sioux Falls. S.
D.. ch. 13.
IN COURT: 3
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita. Kan., ch. 3; Portsmouth, Va., ch.
10; Miami, ch. 10.
Agriculture Dept. Revises
Film Censorship Regulations
THE Agriculture Dept. has revised its ad-
ministrative regulations to make it plain the
department will not censor any films or tv
programs it helps to produce.
The former rules, adopted last January,
stated that the department would not help
in preparing tv or movie films that would
violate "policy or contain information detri-
mental to the best interests" of the Agricul-
ture Dept. The policy change was made
after a House government information sub-
committee accused the department, in ef-
fect, of threatening censorship of films and
tv programs not following the department's
policy lines.
Under the new regulations. Agriculture
will work with producers "at their request"
and make information freely available to
the public. Rep. John E. Moss (D-Calif.),
chairman of the subcommittee, praised the
Department for its rules change and its
"open door" policy on information.
The change also dropped a rule forbid-
ding manufacturers of alcoholic beverages
from sponsoring programs the department
helped produce. The tv code of the NARTB
will be the guide for commercial sponsor-
ship, the new regulations state.
Honig Returns to Commission
1SADORE HONIG. who served a 20-month
stint with the FCC in 1953-55, last week
returned to the Commission as supervising
attorney of the tv applications branch of the
Broadcast Bureau. Mr. Honig was a hearing
examiner for 16 months, beginning in No-
vember 1953, then served four months on
the general counsel's staff. From December
1955 to the present, he has been a trial at-
torney with the Justice Dept.
AFCAE Meeting
Highlights Scatter
MILITARY use of scatter circuits all over
the world was discussed last week — at the
11th convention of the Armed Forces Com-
munications & Electronics Assn. in Wash-
ington.
Highlight of the three-day meeting was
a seminar on scatter transmissions under the
chairmanship of Rear Admiral Joseph N.
Wenger, USN, communications and elec-
tronics director. Joint Chiefs of Staff. Ap-
pearing on the panel were Col. R. C. Sears.
USAF; Col. W". A. Ross, USA, and Capt.
W. A. Ellis, USN. Their discussion indicated
that:
• There is in operating existence a 3,000
mile scatter circuit between the United
States and the United Kingdom — via New-
foundland, Greenland and Iceland. This
uses 35-50 mc band.
• Scatter circuits are used to transmit
information and to establish communication
from the DEW (Distant Early Warning)
radar line in northern Canada back to rear
control stations.
• In the planning stage is a 1,000-mile
ionospheric scatter test circuit (vhf) from
Rome Air Force Base, Rome, N. Y, to
Eglin AFB, near Panama City. Fla. This is
expected to be in operation within a year.
• The Navy has tested tropospheric cir-
cuits (using uhf bands) between MIT at
Boston to a test ship out to distances of
more than 350 miles, with varying results
beyond 350 miles.
• The Army had a 500-mile ionospheric
circuit operating in 1955-56 between Juneau
and Kenai, Alaska on the 30 mc band. This
was found, it was explained, to give inter-
ference to California services (which ones
were not identified) so it was operated only
at night hours for a while. In October 1956
this circuit was terminated.
• The Army is running a 125-mile tropo-
spheric uhf test circuit between Washington.
D. C. and Fortress Monroe in Virginia and
it has plans to install an ionospheric circuit
in the Western Pacific.
KERO-TV Denies Straus' Claim
Of Previous Contract to Buy
KERO-TV Bakersfield, Calif., has told the
FCC that it never signed a sales contract
with Robert K. Straus, who had petitioned
FCC for a hearing, alleging he had a pre-
vious agreement to buy the station for
$2,250,000 [B®T. April' 29J. KERO-TV
counsel told the FCC that "there has never1
in fact been an agreement with Straus."
Alvarez Broadcasting Inc.. which has
asked FCC to approve its purchase ot
KERO-TV. told the Commission at the end
of a lengthy denial of Mr. Straus' claims.
"Clearly, then, Mr. Straus must produce i
written contract purporting, at least, to have ;
been signed by the parties to the charges."
Both KERO-TV and Alvarez also insistec i
that Mr. Straus was not a party in interesij
to the deal. Meanwhile. Mr. Straus has £
suit before the U. S. District Court. Southern!
California, calling for performance on thtj
alleged contract.
Page 76 • May 27, 1957
Broadcasting • Telecasting
Kokomo
° Tlplon
'Morion
) El wood j
°Ale>oncno
"Muncie
v Anderson
° Noblesville
>-TV
Dayton 1 ,
Ohio
CHANNEL
7
O Bowling Gre«
-
O
Fremont
SENECA
HANCOCK
I Fosloria
Q Tiffin
®Findlay
/
WYANDOT
C«AWfO»0
1
Upper Sandusky q
o
Gal
Matj
on. 1
1
j Marion ®
One of America's Great AREA Stat ions
STATION SUMMARY DATA — NCS 1956
MARKET COVERAGE
NO. OF
COUNTIES
TOTAL HOMES
IN AREA
TV HOMES
IN AREA
Monthly Coverage Area
41
869,600
747,640
Homes Reached:
TOTAL
°o OF
TOTAL HOMES
°o OF
TV HOMES
, Monthly
Weekly
417,900
393,620
48
45
56
53
NCS DAY- PART CIRCULATION
AT LEAST
ONCE A WEEK
3 OR MORE
DAYS A WEEK
6 OR 7
DAYS A WEEK
DAILY
AVERAGE
Daytime Viewer Homes
Nighttime Viewer Homes
327,900
386,330
261,640
340,980
205,1 10
278,410
236,380
303,400
National Representative: George P. Hollingbery
Broadcasting • Telecasting
May 27. 1957 • Page 77
STATIONS
A BID FOR LOWER NIGHT RATES
• Petry officials urge uniformity by radio stations
• Object: to re-invigorate nighttime hours of the medium
OFFICIALS of Edward Petry & Co.,
pioneer station representation firm, last week
called for the support of all radio stations
in their drive to re-invigorate nighttime ra-
dio business by cutting evening rates to one-
half of daytime charges [B»T, April 22].
Spokesmen said they had the endorsement
of a sizeable majority of their own client
stations, but emphasized that "this is an
industry problem, and a majority of stations
in a great number of markets will have to
act in some uniform fashion if we are to
be successful" in luring advertisers back
into nighttime radio.
There were indications the Petry company
might seek the backing of Station Repre-
sentatives Assn. as well as the support ot
other rep firms individually.
SRA Managing Director Larry Webb
said, however, that he was against any re-
duction in nighttime radio rates and felt
stations could sell evening time more easily
if they would program it more aggressively
and promote it more actively.
The Petry company, which informally
has dubbed its project "A Crusade for
Nighttime Radio," plans to devote a sub-
stantial part of its 1957 advertising space
to the promotion of nighttime radio, and
expects that many of its stations will do the
same thing. It also is working up a new
G That's the
coffee for me!"
Commercials on WGN-TV have
away of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
... m m Ik I Channel 9
With m *|5 Chicago
w
MR. MAIUEFERT
nighttime sales development brochure which
will be the basis for a major sales effort,
and its salesmen plan to cover all major ad-
vertisers and agen-
cies with details on
the plan within a
month. A continu-
ing direct-mail
campaign to adver-
tisers will be con-
ducted, and up-to-
date market charts
will be prepared to
enable advertisers
to see quickly
which markets have
stations on the
"two for one at
night" plan.
The Petry firm launched its project quietly
at a closed meeting with its radio affiliates
during the NARTB convention in Chicago
some seven weeks ago. They declined to dis-
cuss it publicly until their own stations had
had time to study the proposal and reach
their own conclusions. Last week, with the
tally completed, Bill Maillefert, vice presi-
dent in charge of radio, confirmed the plan
and urged its widespread adoption.
Except perhaps in the top ten cities, he
said, most stations "are barely making night-
time operation costs" because of advertisers'
reluctance to buy opposite peak tv viewing
hours. But, he continued:
"The facts are that agencies have said
they may be interested in night radio if it is
priced right, and if they know that they can
plan on equitable night rates on good sta-
tions on a broad regional or national scale.
But they are not going to consider it if it can
be bought economically in only scattered
markets."
Nielsen national figures for November-
December 1956, he pointed out, show that
radio sets-in-use between 7 and 10 p.m. is
about 58.8% of that which prevails from
6 a.m. to 6 p.m., while in the four-hour
span from 7 to 1 1 p.m. listening is 55.5%
of daytime. But the Petry company feels
that making nighttime strictly proportionate
to nighttime listening is not enough to solve
the problem. Drastic action is needed, the
company contends, in order to overcome
advertiser and agency feeling that it is "fash-
ionable" to buy 7-9 a.m., 4-6:30 p.m. or 7
p.m. on radio but "unfashionable" to buy
radio at night.
Pegging nighttime rates at 50% of day-
time, Mr. Maillefert said, should be attrac-
tive and effective for several reasons:
1. It is a "dramatic" reduction.
2. It is easily promotable: "Now you
can buy twice as many spots at night."
3. It will give advertisers the best adver-
tising value in the entire day.
Mr. Maillefert summarized the plan thus:
"We suggest that night rates be cut in
half after 7 p.m.; that night announcement
packages be run-of-schedule or rotating
from 7 p.m. to 10 p.m. or 7 to 11 p.m.
( but with limited choice of days of the
week) ; that packages be at the 10 per week,
15 per week, and 20 per week levels only.
"Users of current day packages or straight
rate announcements may apply for night
minimums, but not vice versa. Packages
at these lower prices should be applicable
for minutes or breaks; there should be no
separate minute, break or quickie packages.
The lower-priced announcements should be
pre-emptible by higher priced spots on one
week's notice.
"This would relieve the 7-9 a.m., 4-6:30
p.m. demand and provide a period for fam-
ily type commercials in relaxed evening lis-
tening time when it is possible to reach the
the working woman, the man of the house,
the husband and wife together."
The plan also involves weekend reduc-
tions through a somewhat more compli-
cated formula.
Mr. Maillefert said that of the approxi-
mately 20 stations represented by Petry,
some 70% either already had package or
announcement rate plans conforming to
the "half of daytime" concept or were in-
stalling plans of that nature. Of the remain-
ing 25% of the Petry stations, he said most
were "not particularly against the plan" but
"don't go along with it, either." He de-
scribed these as wanting to "wait and see."
He cited CBS Radio's reduction of night
rates to two-thirds of day charges, and said
that network's new impact plan for evening
and weekend time "has been successful al-
ready" in attracting new business.
He stressed, however, that to be effective
the Petry plan must be adopted by stations
throughout the country, not just a few here
and there. "It has to be a group movement,"
he said. "Advertisers must be sure that
they can plan on a broad scale."
Court Dismisses Sentence
For WTVT (TV) Cameraman
A CONTEMPT of court sentence imposed
on Jack Murphy, Tallahassee, Fla., camera-
man employed by WTVT (TV) Tampa, has
been dismissed by an appellate court. Cir-
cuit Judge W. May Walker ruled that Mr.
Murphy need not serve a sentence because
he had not been granted his constitutional
right to defend himself.
Municipal Judge John Rudd, of Talla-
hassee, had fined Mr. Murphy $100 and
ordered him to serve five hours in jail for
contempt on the ground he had ignored
court orders to destroy film showing wit-
nesses outside the courtroom.
Judge Walker said the contempt citation
would have been justified had Mr. Murphy
been given a chance to defend himself but
his decision did not pass on the question
of privilege in taking pictures of witnesses
outside the courtroom. The decision held
that denial of due process of law was the
paramount issue. Mr. Murphy's counsel
had contended that taking of film outside
the courtroom was privileged under con-
stitutional rights of freedom of the press.
Mr. Murphy, Judge Rudd charged, had
ignored an order to destroy the film, which
later was telecast by WTVJ [B«T, March
11].
Page 78 • May 27, 1957
Broadcasting • Telecasting
TRUSCON STEEL TOWERS
help keep your Sports Shows on the air
This tower stays up ... W EATHER or not! Truscon Steel
Towers have proved more than a match for the recent
severe East Coast hurricanes. That kind of performance
is typical of 1000-foot-plus Truscon Towers with an
unblemished field-performance record.
Truscon offers the top talent in tower construction — ■
engineers with the skill and experience needed to give
you the tower you want — taU or small — guyed or
self-supporting — tapered or uniform in cross-section — for
AM, EM. T\ or Microwave transmission.
Dependabilitv is extra assurance on a major
investment! Get it by contacting any Truscon district
office. Or. call us direct at "tower headquarters'" in
Youngstown. Send coupon for literature.
TRUSCON X
TRUSCON STEEL DIVISION
REPUBLIC STEEL /3zg\
(I REPUBLIC I)
YOUNGSTOWN 1, OHIO \~T|3r~/
Export Dept.: Chrysler BIdg., New York 17, N. Y.
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TRUSCON STEEL DIVISION
REPUBLIC STEEL CORPORATION
1074 Albert Street, Youngstown 1, Ohio
Please send me latest catalog shewing specifica-
tions and other details of Truscon Steel Towers.
?\ame_
.Title
Company.
Address
City
_Zone_
State,
Broadcasting • Telecasting
May 27. 1957 • Page 79
STATIONS
INVEST
YOUR TV DOLLARS
WHERE THEY BRING
LARGER DIVIDENDS
The latest NIELSEN SURVEY proves
that KTBS-TV, CHANNEL 3 gives
you more . . . more TV homes . . .
reaches more of these TV homes
MONTHLY and WEEKLY ... de-
livers more for your money.
316,400 HOMES in KTBS-TV Area
give you a bonus of 31,900 homes
over Station B, according to A. C.
Nielsen Co., world's largest statis-
tical and rating organization.
157,980 TELEVISION HOMES in
KTBS-TV AREA, a bonus of 13,120
over Station B, is shown by the
Nielsen Survey.
136,860 HOMES REACHED
MONTHLY by KTBS-TV, a bonus
of 6,740 over Station B, proven by
Nielsen.
131,870 HOMES REACHED WEEK-
LY by KTBS-TV, a bonus of 5,120
over Station B is shown by Niel-
sen.
KTBS-TV with its maximum power
is the place to be . . . there's more
to see on Channel 3 . . . and more
people see it!
KTBS'fr
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY,
President & Gen. Mgr.
NBC and ABC
tepresented by
Edward Petry & Co., Inc.
Page 80 • May 27, 1957
TIME SHUFFLES STATION EXECS
A SHIFT in the executive echelon of Time
Inc.'s radio-tv properties was announced last
week coincidentally with the formal closing
of Time's $15,750,00 purchase of three ra-
dio-tv properties from Consolidated Tv &
Radio Broadcasters Inc. (Bitner stations).
FCC has approved the sale [B»T, April 22].
Stations are WTCN-AM-TV Minneapolis,
WOOD-AM-TV Grand Rapids, Mich., and
WFBM-AM-TV Indianapolis. Time Inc.,
which publishes Time, Life, Fortune, Sports
Illustrated, Architectural Forum, and House
and Home mag-
azines, also
owns KLZ-AM-
TV Denver and
80% of KDYL-
AM - FM and
KTVT (TV) Salt
Lake City.
The executive
changes, which
came with the
signing Wednes-
day of closing
papers by Weston C. Pullen Ir., vice presi-
dent in charge of broadcasting operations for
Time Inc., and Harry M. Bitner Jr., presi-
dent of Consolidated, included:
Wayne Coy, former FCC chairman and
who in partnership with Time previously
owned KOB-AM-TV Albuquerque (which
has been sold for $1.5 million to KSTP Inc.,
Minneapolis-St. Paul), was appointed presi-
dent of WTCN-AM-TV and WFBM-AM-
TV with headquarters at WFBM.
Eldon Campbell, consultant and formerly
associated with KDYL, was named vice
president and general manager of WFBM-
AM-TV.
Phil Hoffman, formerly station manager
of KLZ-AM-TV, was appointed WTCN-
AM-TV's vice president and general man-
ager. Miller C. Robertson continues as man-
ager of WTCN-AM-TV.
Willard Schroeder will continue as presi-
dent and general manager of WOOD-AM-
TV.
With Mr. Hoffman moving to Minne-
apolis, new changes were made at the Den-
ver stations: Jack Tipton for KLZ-TV and
Lee Fondren for KLZ-AM become station
managers and directors of sales and Clayton
CAMPBELL
HOFFMAN
ROBERTSON
SCHROEDER
WESTON C. PULLEN (I), vice president in
charge of broadcasting operations for Time
Inc., presents a check to Harry M. Bitner,
chairman of the hoard of Consolidated Tele-
vision & Radio Broadcasters Inc., marking
the sale of the Consolidated stations to TLF
Broadcasters Inc., newly formed subsid-
iary of Time Inc. Present at the transfer
(standing) were Harry M. Bitner Jr. (I),
president of Consolidated, and Wayne Coy,
Time Inc. radio-tv consultant, who will
serve as president of the Indianapolis and
Minneapolis stations.
Brace, program manager of KLZ-TV, was
made assistant to President Hugh B. Terry
(See Station People page 112.)
G. Bennett Larson, who holds a minority
interest in KDYL-AM-FM and KTVT, con-
tinues as the stations' president and general
manager.
Purchase of the Bitner properties was ne-
gotiated last December, contracts completed
in February after Consolidated stockholders'
approved and FCC's approval of the sale
was announced in April.
Roy E. Larsen, president of Time Inc.,
announced that licenses and ownership had
been transferred to TLF Broadcasters Inc.
a newly-formed subsidiary of Time Inc. The
new stations will operate under TLF's con-
trol.
Mr. Larsen also said the present network
affiliations of the new stations will be re-
tained (WTCN-AM-TV with ABC; WFBM-
TV with NBC; WFBM with ABC-MBS;
WOOD-AM-TV with NBC; KLZ-AM-TV
with CBS. and KDYL and KTVT with
NBC.)
WGN Inc. Elects Quad
To Board of Directors
ELECTION of Ward L. Quaal, vice presi-
dent and general manager of WGN-AM-TV
Chicago, to the board of directors of WGN
Inc. was announced last week by J. Howard
Wood, president of the Chicago Tribune
radio-tv properties.
At its annual meeting the board re-elected
James A. Cotey as treasurer; F. J. Byington,
secretary; R. F. Stephens, assistant secre-
tary, and J. J. Jameson, auditor and con-
troller.
Mr. Quaal, formerly vice president of
Crosley Broadcasting Corp. radio-tv proper-
ties, assumed the general manager's post at
WGN-AM-TV Aug 1, 1956. Subsequently
he was elected vice president of WGN Inc.
and to the board of directors of WPIX Inc.
(WPIX [TV]) New York.
Broadcasting
Telecasting
Henry Rosenfeld, President of Henry Rosenfeld, Inc., asks:
"Which model has the most dates?"
"One of these models has kept only one date — the other,
over 50,000 !
"On the left is the one-date model — the original, hand-
made, custom-designed 'Henry Rosenfeld dress #5026.' Its
only date was our Spring showing.
"On the right is a copy. The dress caught on, became a
'hot number' and we had to deliver it — fast ! Thousands of
copies were shipped to hundreds of stores — without missing
one date — thanks to Air Express.
"Buyers all over the country, knowing how much we ship
via Air Express, planned their promotional programs and
sales with no fear of a hitch.
"Using Air Express, we regularly meet the fierce competi-
tion of the fashion business. And we save money doing it !
"For example, a typical 15-lb. shipment from New York
to Richmond, Va., costs $3.23 with Air Express — S3. 82 less
than any other complete air service.
"What's more, Air Express uses radio-controlled trucks to
rush our shipments to and from airports — and, whenever nec-
essary, a private teletype system to trace shipments instantly.'
Ail h'xpiess
CJXUL- A.IF* EXPRESS
30 YEARS OF GETTING THERE FIRST via U.S. Scheduled Airlines
, . division, of RA>LIVAY FXPPt SS AGENCV
Broadcasting • Telecasting
May 27, 1957 • Page 81
STATIONS
SOD-BUSTERS break ground for WHDH-TV Boston's new tower. L. to r.: Robert
B. Choate, WHDH president; Philip K. Baldwin, chief engineer: Jack O'Brien, RCA
northeastern regional manager; William B. McGrath, WHDH vice president, and
Sidney W. Winslow Jr., president of the Herald-Traveler Corp. Boston's fourth vhf
outlet is expected to be on the air on ch. 5 before Christmas.
DATELINES OF THE WEEK
KANSAS CITY — At seven p.m. on May 20
the area was quiet; by midnight at least 35
were dead and 200 injured in the wake of
Tornado Killer, which flattened nearby sub-
urbs and turned homes and stores into
wreckage.
Early warnings of the storm's path by
KMBC-AM-TV Kansas City enabled hun-
dreds of families to seek shelter in basements
or escape from the threatened area, the
station reports. When the storm hit, all off-
duty personnel at the station reported in.
and bulletins were relayed from police,
civil defense and military authorities to
help mobilize rescue operations.
Jim Burke, special events reporter, cov-
ered the area for eye-witness reports. With
electric power cut off in the devastated
areas, the station flashed requests for port-
able lighting equipment so wreckage could
be searched for victims. Hospital requests
calling in off-duty staffs were aired. Civil de-
fense and National Guard units used broad-
cast facilities to mobilize their companies.
As the night wore on, cameraman Charles
Campbell began feeding in films, and on-the-
scene descriptions pictured for listeners the
extent of the devastation. News of dead and
injured was aired, with information as to
the ways to get to first aid stations.
At midnight Gov. James T. Blair Jr., de-
clared the path of the big wind a disaster
area, and the National Guard took over the
restricted sections. KMBC-TV presented a
wrap-up of the situation at midnight; radio
newsmen aired reports until 2 a.m., when
authorities declared the emergency under
control.
With dawn newscasts, Operation Come-
back began. Kansas City Mayor H. Roe
Bartle and Lyman Field, president of the
city police board, broadcast a personal re-
port of the tornado's damages. Cameramen
Bob Lusby and Jack Hartley began a film
survey of the whole story, providing cov-
erage for theatre newsreels and ABC-TV.
Tuesday's coverage was interspersed with
pleas for contributions to the Red Cross
for disaster aid.
On Wednesday night KMBC-TV broad-
cast an exclusive interview with Gov. Blair,
who requested President Eisenhower to de-
clare the section an emergency area and
make $25 million available for rehabilita-
tion. KMBC devoted commercial time, with
the cooperation of sponsor Schlitz Brewing
Co., to appeals for contributions to the
Red Cross' million-dollar goal for family
relief.
First warnings of the approaching tornado
were broadcast over WHB Kansas City at
10:30 a.m., 10 hours before the storm hit,
the station reported. WHB's forecast, sup-
plied by a private weather service, was on
the air a half-hour before the U. S. Weather
Service supplied its forecast. With in-the-
field broadcasts, hospital reports, relief bul-
letins and safety announcements, WHB
claimed complete coverage.
When the storm had blown itself out,
WHB said it was the first to start an emerg-
gency fund drive to aid tornado disaster vic-
tims. In 36 hours, $15,110 in cash and
checks was collected. The contributions,
small sums from many people, will be dis-
tributed by the Salvation Army in conjunc-
tion with the station.
A letter received by the station at the end
of the week personalizes the station's work
during the tornado. Mrs. Leo Robinson,
driving from Kansas City to her home in
Iola, Kan., wrote that she and her son heard
WHB tornado warnings on their car radio,
turned to look through the rain, and saw
the funnel-shaped storm behind them. Put-
ting on speed, they were able to beat the
storm, and wrote that they felt they owed
their life to the WHB warning.
ST. LOUIS — A big wind struck St. Louis the
night of May 21. flattening two suburbs and
leaving 39 dead and almost 300 injured. All
communications were knocked out in most
of the outlying areas. KMOX St. Louis
worked with area ham operators to set up a
communications line. Throughout the night
they fed KMOX bulletins into the area, re-
ceived messages back and kept in contact
with the Red Cross. Harry Fender, late-
evening disc jockey, got people out to work
sandbagging flooded sections in south St.
Louis; from 1:30 a.m. on Lou Payne relayed
disaster messages.
After the brunt of the storm had passed,
St. Louis waited anxiously for news of an-
other approaching storm. KMOX, receiving
reports from stringers in other states on the
path of the storm, kept listeners informed
and finally was able to broadcast that the
tornado had veered away and would not hit
the city.
PHILADELPHIA — Listeners to WCAU Phil-
adelphia got mile-by-mile reports of Air
Force Major Robinson Risner's record-
breaking trans-Atlantic flight from Maguire
Air Force Base to Paris' LeBourget field.
Beginning with a 5:15 a.m. telephone con-
versation with Maj. Risner at Maguire, the
station was in touch with the field every half-
hour. Six and a half hours after takeoff.
WCAU was broadcasting a phone call cap-
turing the preparations for the major's land-
ing in Paris and airing the story 13 minutes
before the wire services picked it up.
PLYMOUTH — This small Massachusetts
town, eagerly awaiting the arrival of the
Mayflower II, turned into a disaster area
when a three-day forest fire roared through
the surrounding countryside. WPLM Plym-
outh stayed on top of the news with all-
night coverage for two days broadcasting
evacuation notices and calls for food for
the fire-fighters. News reports were broad-
cast through southern Massachusetts every
15 minutes, with telephone reports going to
30 stations in 26 states.
LOS ANGELES — Clete Roberts, KNXT
(TV) Los Angeles newsman, left for Paris
last Wednesday to cover various European
capitals for the station. His filmed public
opinion samplings will be seen on his two
news shows during his absence. It is Mr.
Roberts' second trip abroad this year.
LONG ISLAND — With national attention
focused on Long Island, where seven-year-
old Benny Hooper was trapped in a well
more than 24 hours, WALK-AM-FM Pa-
tchogue and WRIV Riverhead worked
around the clock to keep stations across the
country posted. Hal Fisher, news director
of the three stations, was on the scene with
Page 82 • May 27, 1957
Broadcasting • Telecasting
reporters Dick Burke and Frank Mooney
and sent beep telephone reports on a regular
basis to more than two dozen stations.
PHILADELPHIA — WIP brought on the scene
reports of the vigil surrounding Benny
Hooper to its audience, broadcasting first-
hand accounts from Long Island police and
neighbors of the family as well as relaying
information from WRIV Riverhead. L. I.,
which had reporters on the scene.
PITTSBURGH — KDKA newsman John Kul-
amer flew to Manorville. L. I., to send direct-
line reports on the rescue of Benny Hooper.
Unable to maintain phone contact with
Long Island police, the station used a private
plane to get its newsman to the scene.
NEW YORK — WCBS-TY claimed a clean
beat for the first on-the-air interview with
Sam Woodson, the lanky construction work-
er who was the first to reach young Benny
Hooper. Mr. Woodson described how he
was pulled heels first out of the well with
the child pillowed on his chest.
TULSA — In the west, weather was the news.
KRMG went on a 24-hour schedule as the
city was hit by what was said to be the
worst flood in its history. May 17. Four
cars equipped with two-way radios and an
'"airmobile" were pressed into service, along
with the station's regular newsmobile. Sta-
tion salesmen worked along with staffers on
the six mobile units, broadcasting from
danger points along the .Arkansas River,
stopping occasionally to aid National
Guardsmen in sandbagging danger areas.
The evacuation of some 1.800 families, in-
cluding that of Station Manager Frank S.
Lane, was covered by the mobile units, with
the airmobile reporting the movement of
the water from the upper reaches of the
KNOXVILLE, Tenn.. became the 32nd
market for Your Esso Reporter with
the signing of a 52-week contract on
WATE-TY that city-. The 15-minute.
5-day-a-week newscast was placed for
Esso through McCann-Erickson. Com-
pleting contract arrangements are (1
to n Wally Rush of Esso, New York:
Curt Peterson of McCann-Erickson:
Tom White of Avery-Knodel. national
representative for WATE-TY. and W.
H. Linebaugh. vice president of
WATE Inc. and general manager of
the station.
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Broadcasting • Telecasting
May 27, 1957 • Page 83
SERVETH
North Central Wisconsin
on
WSAU-TV
COMPRISED
OF THE
BEST INGREDIENTS
Here is the recipe:*
Mix 171,000 HOMES
with $567,064,000
RETAIL SALES.
Add $207,408,000
in GROSS FARM IN-
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♦SOURCE: 1956 SRDS ESTIMATES
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WAUSAU, WIS.
OWNED AND OPERATED BY
WISCONSIN VALLEY TELVISION CORP.
Page 84 • May 27, 1957
STATIONS
river. Normal operation was resumed last
Monday when flood waters subsided.
MONTGOMERY — Bob Jones, night news-
man at WSFA-TV, kept a would-be-suicide
on the phone for more than a half-hour on
May 13 while police traced the call. The
caller had announced he planned to kill
himself at midnight on a downtown corner.
Station photographer Tom Collins called the
police, went with them to make the arrest
after they traced the call to a local club. A
little more than an hour later, Mr. Jones
had the story on the 10 p.m. news, complete
with films of the arrest.
Searchers End Wyoming Hunt
For Downed Duluth Broadcaster
ACTIVE search for Dalton LeMasurier,
president-general manager of KDAL-AM-
TV Duluth, Minn., and Mrs. LeMasurier,
who have been missing since May 11 when
their plane was lost in a Wyoming storm,
was abandoned last week by Wyoming of-
ficials. The station has offered a $2,500 re-
ward for information leading to location of
the wreckage.
Donald LeMasurier, of Duluth, eldest
son of the couple, still is in Wyoming seek-
ing any facts that might help in a search
that has involved over 50 planes, the
Wyoming National Guard and the state high-
way patrol. The plane is believed to have
been caught in three storms that converged
on the route.
An experienced pilot, Mr. LeMasurier
had made the trip across Wyoming a score
of times. In recent months he had been in
Florida, at the NARTB Chicago convention
and in Duluth looking after station interests.
He visited his younger son, Ronald, Pasadena
(Calif.) actor, and daughter, Mrs. Stephen
Collins, El Paso, Tex., during the spring.
Management of KDAL-AM-TV is being
directed by Odin S. Ramsland, vice presi-
dent-commercial manager and 10% stock-
holder. Mr. LeMasurier, 70% stockholder,
had directed policy with Mr. Ramsland's
duties including operating direction. Mr. Le-
Masurier was a minority stockholder in
WIRL Peoria, 111.
The search for the plane was hampered
by what state officials called the worst
weather in Wyoming history. They indi-
cated the plane might not be found before
mid-summer because of the depth of the
snow.
WOR New York Planning
Drastic Daytime Revision
WOR New York is set to implement an
extensive revamping of its daytime pro-
gramming starting June 3, highlighted by
hourly news-in-depth broadcasts and a two-
hour afternoon program featuring high-
fidelity music, spot news, weather forecasts,
sports, stock market news and commuter
information.
Robert J. Leder, vice president and gen-
eral manager of the station, said the new
programming structure is based on "inten-
sive study of audience activities." Mr. Leder
noted that because of the new Mutual Net-
work plan. WOR, its New York affiliate,
will be "able to combine the program flexi-
bility of an independent station with the
outstanding news and special events facili-
ties of Mutual."
DuMont Promotes Three
EXPANSION of duties for three executives
currently on the staff of WNEW New York
to include functions of DuMont Broadcast-
ing Corp., new owner of WNEW, was an-
nounced Thursday by Bernard Goodwin,
DuMont president. David Yarnell, publicity
director for the station, moves up to direc-
tor of public relations for DuMont Broad-
casting, coordinating all publicity activities
for the present lineup of three stations:
WABD (TV) New York, WNEW New
York and WTTG (TV) Washington. Others
moving up to parent DuMont are Mary
McKenna, research and sales development
director for WNEW, and Kenneth Klein,
advertising director. They will retain their
present titles.
WBIR-AM-TV Knoxville. Tenn., held open house last week in its new headquarters
at 1513 Hutchinson St. The new plant, with its pink marble, glass and aluminum
exterior, was built at a cost of more than $250,000, and houses complete operational
facilities for radio-tv production. Visitors saw a first floor devoted to tv, with two
large studios for live production. One of these features is a sliding door which can be
raised to extend the studio to the out-of-doors. The first level also includes tv adminis-
trative offices. Radio takes over the second floor, where visitors saw studios, control
rooms, administrative offices, and a viewing lounge where they could watch activity
in the tv studios.
Broadcasting
Telecasting
Radio (4%), Tv (6%)
Revenue Hikes Seen
INCREASES of 4% in radio station and
6% in television station revenues are antici-
pated in 1957 by broadcasters, according to
a survey conducted by Charles H. Tower,
NARTB employer-employe relations mana-
ger. The survey showed that radio operating
costs are expected to rise 1 % , television
costs 3% over 1956.
President Harold E. Fellows, announcing
preliminary results of the study, said the
estimates were based on data from 600 ra-
dio and nearly 200 tv stations. Networks and
their owned-operated stations are not in-
cluded, nor are stations in territories and
non-commercial outlets.
An improved profit picture is shown by
the higher increase in revenues as against
costs. Three-fourths of broadcast stations
believe their sales will increase while one-
half look for higher costs.
Radio business in markets under 100,000
population will increase 3%, a little under
the nationwide average, but little change is
anticipated in operating costs, the survey
shows. In larger markets the radio station
increase will run from 5% to 6%. with a
1% to 2% increase in costs.
Four-fifths of tv stations look for sales
improvement and two-thirds expect higher
costs. In markets under 100,000 tv stations
look for a 12% revenue gain, possibly due
to the fact many of these outlets are still in
the initial growth stage. Many small-market
tv managers expect increased income from
national advertisers. Large-market tv stations
expect a 4% revenue gain.
As to station revenue sources, NARTB
shows these forecasts: Radio Network time
sales no significant change, national-regional
up 5%, local sponsors up 3%; television
network time sales up 9.7% , national-region-
al up 7%, local up 4.7%.
KODY Sells for $210,000
SALE of KODY North Platte, Neb., was
filed for approval with the FCC last week.
KODY Inc. will be the new permittee,
paying John Alexander, George B. Dent
Jr. and Townsend E. Dent $210,000 for the
station. The new co-owners are Judith Sco-
field, insurance broker, and Hartley Sam-
uels and his wife. Mr. Samuels is owner of
WDLB-AM-FM Marshfield, Wis., former
general manager of WABC New York and
account executive of WOR New York and
presently account executive at WINS New
York.
WMNS Goes on the Air
WMNS Olean, N. Y., went on the air last
Monday on 1360 kc as a 1 kw daytimer. As-
sociated with the station are: Don Merriman,
president and general manager; Dr. Herman
Morch, vice president; Robert Gridley, sec-
retary; Dan Souders, treasurer; Dan Bethell,
program director; Ed Neilson, news director,
and Rick Bennett, assistant manager-after-
noon DJ.
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LOS ANGELES • CHICAGO • • WASHINGTON, D.C. • PHILADELPHIA
DETROIT • MIAMI • TORONTO — LONDON,:
Broadcasting • Telecasting
May 27. 1957 • Page 85
MEAN TEMPERATURE
The Central Ohio market has a mean
temperature of 53.6°, but don't let that
throw you — it's the hottest market going
when it comes to sales. It has $2,739,749,-
000 to spend. Pulse places WBNS Radio
first in any Monday-thru-Friday quarter-
hour, day or night, and that's no mean
fact. Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
STATIONS ■ —
Kerns to Manage WPFH (TV);
Baxter Moves to WIBG-AM-FM
J. ROBERT KERNS has been appointed
managing director of WPFH (TV) Wilming-
ton, Del., it was announced last week by
George B. Storer Jr., vice president for tele-
vision of the Storer Broadcasting Co.
At the same time, William E. Rine, Storer
vice president for radio, announced the ap-
pointment of Lionel Baxter as managing di-
rector of WIBG-AM-FM Philadelphia. The
MR. KERNS
MR. BAXTER
three stations, recently purchased from Paul
F. Harron and associates, are the latest addi-
tions to the Storer galaxy.
Mr. Kerns has been associated with Storer
Broadcasting for 18 years, most recently as
managing director of WBRC-TV Birming-
ham, Ala. Under his aegis, WBRC-TV re-
ceived a Sylvania award for public service,
and was the first tv station in the country to
receive a Defense Department Award, it was
claimed.
Prior to his new assignment, Mr. Baxter
was managing director of WBRC-AM. Be-
fore joining Storer, he was vice president-
general manager of WSFA-TV Montgomerv,
Ala.
PRINCIPALS involved in the transfer
of WDBO-AM-FM-TV Orlando, Fla.,
from Orlando Broadcasting Inc. to
Cherry Broadcasting Co. completed
final arrangements May 17. Present at
the closing were (1 to r): J. Thomas
Gurney, vice president-secretary of
Orlando Broadcasting; Harold P. Dan-
forth Sr.. president of the Orlando
group; Arnold F. Schoen Jr., vice
president-secretary of Cherry Broad-
casting Co., and William H. Goodman,
secretary-treasurer of the new licensee
corporation. Mr. Danforth will con-
tinue as general manager of the sta-
tion. No staff changes are contem-
plated.
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Page 86 • May 27, 1957
Broadcasting • Telecasting
STATIONS
Weed Springs to Defense
Of Radio-Tv Commercials
HARD on the heels of the Federal Trade
Commission's indictment of American
Chicle's Rolaids commercials and Schick
Inc.'s $5 million suit against rival Reming-
ton-Rand [B*T, May 20] comes a defense
of radio-tv commercials and an attack on
their detractors.
In a personal message last week to his
clients, Joseph J. Weed, radio-tv station
representative, charged that too many broad-
casters have been "baited" into apologizing
for their wares by heads of competitive
media.
The head of Weed Television Corp. and
founder of Weed & Co. admitted that while
there are some "very bad" commercials on
the air, "no one knows better than ad-
vertisers and agencies that offending [ofl
listeners and viewers doesn't pave the way
to mass acceptance of sponsors' wares." As
in all media, Mr. Weed went on, "absolute
uniformity is impossible."
Enlarging upon his thesis that the critics
of television do not speak for all viewers,
Mr. Weed said later that those who "de-
plore" certain commercials speak only for
a small minority— perhaps at best only
themselves and their friends. The ultimate
decision, he said, rests with the home audi-
ence who casts its vote by buying or not
buying the sponsor's product. He wondered
why broadcasting is singled out so often
while print advertising found to be in bad
taste by a small segment of the readers isn't
"talked about."
Ruff Succeeds Schildhause
In Managership of KOMA
THE appointment of Raymond Ruff, com-
mercial manager of KTOK Oklahoma City,
as manager, KOMA Oklahoma City, was
announced last week. Mr. Ruff succeeds
Sol Schildhause,
who has sold his
interest in the sta-
tion and withdrawn
from the operation.
Mr. Ruff was
with KOMA from
1937 to 1953, serv-
ing in various ca-
pacities up to assist-
ant manager of the
station. He became
commercial mana-
ger of the now
defunct ch. 25
KTVQ (TV) Oklahoma City in 1953 and in
1954 joined the commercial department of
KDKA Pittsburgh, returning to Oklahoma
City in July 1955 to become associated with
KTOK.
Mr. Schildhause, who left the FCC (where
he was chief of the renewal branch, Broad-
cast Bureau) last year to assume the mana-
gership of KOMA, said he had sold his
14.25% interest to Meyer Feldman, one
MR. RUFF
of the five partners, for $42,500 plus other
arrangements. He paid $25,000 for this in-
terest when he joined the company. He said
he is looking for other broadcast property
in which to invest.
Besides Mr. Feldman, other KOMA
owners are Burton Levine, Arnold S. Lerner
and Donald Rubin.
STATION SHORTS
KSFO San Francisco, announces local vol-
ume for April increased 41.7% over April
1956. National sales increased 72.7% over
same period of 1956. This represents over-
all increase of 51.4% for April 1957 over
that month in 1956.
KFMB San Diego, announced 77% in-
crease in national business for first quarter
this year over same period in 1956. New
figures reportedly are 141% over first quar-
ter of 1955.
REPRESENTATIVE APPOINTMENTS
WHCU Ithaca, N. Y., appoints Jack Masla
& Co., N. Y.
WJAR-AM-TV Providence, R. L, appoints
Edward Petry & Co., N. Y.
KCBC Des Moines appoints Devney & Co.,
N. Y.
KATR Corpus Christi, Tex., appoints Weed
& Co., N. Y.
in Louisiana's
2 biggest markets
K C I J , WMRY
The BIG City Station ■
with the I "The SePia Station"
Country Flavor
5000W 980 KC | 1000W 600 KC
Southland Broadcasting Company
Morf Silverman, Exec. V.P. & Gen. Mgr.
GILl-PERNA, INC. - Nol l Rep.
New York. Chicago. Los Angeles, San Francisco
Broadcasting • Telecasting
May 27. 1957 • Page 87
MANUFACTURING
WAY OUT
ONLY
""SAZ -
KOVER!
yv
HUNTS;
THE
GTON-CHARL
MARKET
ESTON
[" NIELSEN : NCS # 2 1956 j
► Oy PENETRATION OF COUNTIES j
| /o IN COVERAGE 4
\ WSAZ-TV
ST A.
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STA.^
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^ COUNTIES jL 1
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► COVERAGE COUNTIES "J
21
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MORE THAN 50% C* £.
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15 |
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COVERAGE 0~
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ARB: 8 out of TOP 12
-February 195 7
HUMTINGTOM-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ, Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Bonanza to Continue
For Electronic Parts
NOTWITHSTANDING distributors' com-
plaints of lower profit margins, the elec-
tronics parts industry faces a continued bo-
nanza for initial and replacement equipment.
That was the consensus of exhibitors and
distributors at the 1957 Electronic Parts
Distributors Show at the Conrad Hilton
Hotel in Chicago last week. Attendance
reached an all-time high of over 12,000.
The exposition is sponsored annually by Ra-
dio-Electronics-Tv Mfrs. Assn., National
Electronic Distributors Assn., and other
trade groups. Last week was proclaimed
Electronics Week in Chicago by Mayor
Richard J. Daley.
Distributors' interest in replacement parts
was exceeded only by their enthusiasm for
new high fidelity and other products shown
by major manufacturers, including new
developments in the makeup of magnetic
tape involving lastability.
The total volume of the parts business
last year was estimated at $1.5 billion for
new equipment and another $850 million
for components.
The show got off the ground with an
advance announcement by Allen B. DuMont
Labs Inc. that it plans to enter the receiving
tube field in radio, tv, communications and
industrial electronics [B»T, May 20].
Capsuled highlights of some manufactur-
ers' parts-and-accessories exhibits:
<» RCA — Three new portable radio battery
types, including one for use in imported
models; automatic tube for servicemen;
eight-inch dual-cone high fidelity speaker
for custom "hi-fi" installations (with the
claim of "'superior high frequency response")
and speaker enclosure; two new generators
for servicemen, including one for tv-fm.
• Audio Devices Inc. — New low-print
magnetic "Mast-
er Audiotape"
designed to
avoid signal
leakage from
one layer to an-
other on a reel
of tape and to
solve storage,
plus "C-Slot"
reel for easy
thraading, thus eliminating the need to turn
th-D reel or anchor the tape.
• Shure Bros. — Three new products, in-
cluding a multi-impedance microphone and
one-gram cartridge and tone-arm.
e University Loudspeakers Inc. — "Do it
yourself" speaker enclosure kits for high
fidelity, with the claim that performance no
longer is affected by room configuration or
placement.
RCA's tv-fm generator provides sweep
signals for aligning fm, tv, if and video
amplifiers from 50 kc to 220 mc. The video
sweep is an essential feature of the generator
for aligning chromatic sections of color tv re-
ceivers, it was pointed out by L. J. Battaglia.
marketing manager for the RCA Compo-
nents Div. The second unit, the crystal cali-
brated marker generator, is a three-in-one
unit, including a transmitter for rebroadcast
from one tv channel to another and a
heterodyne frequency meter for calibrating
other generators and circuits.
Audio Devices' new magnetic tape has
been tested for over a year by pre-recorded
tape and phonograph record manufacturers
and is now in production, according to Wil-
liam C. Speed, president.
Its major advantage, he reported, is that
it would take more than a hundred years
to reach the "print-through" (point of leak-
age) that now affects standard tape in one
week. It's designed to ease the concern of
record and transcription service officials
over the state of their irreplaceable tape
masters after 10, 20 or 50 years.
Reduction on leakage, amounting to 8
decibels as compared with present standard
thickness tape, was achieved without any
changes in frequency range, signal-to-noise
ratio, and other characteristics and is inter-
changeable on recording machines with
standard tape Mr. Speed said. Audio De-
vices' new "C-Slot" reel is being used for
all seven-inch reels of Audiotape.
Ampex to Sell Debentures
To Purchase 25% of ORRadio
COMPLETION of negotiations for the sale
of $5.5 million of 5% debentures to a group
of approximately a dozen Eastern institu-
tional investors, was announced Thursday
by George I. Long, president of Ampex
Corp. Blyth & Co. will handle the sale,
which is to raise funds for the company's
expanding operations. One of these is the
acquisition by Ampex of a 25% interest in
ORRadio Industries, announced jointly by
Mr. Long and J. Herbert Orr. ORRadio
president.
A team effort by engineering and research
departments of the tape maker (ORRadio)
and recorder manufacturer (Ampex) will be
directed toward improving the quality of
magnetic recording tape for video, computer
and instrumentation use.
DuMont Labs Announces Line
Of Industrial Tv Equipment
ALLEN B. DuMONT LABS has an-
nounced a complete line of industrial tele-
vision equipment designed to satisfy the
demands of every application of closed-
circuit tv. according to Kenneth F. Petersen,
manager of the firm's industrial television
department. The complete line, according to
Mr. Petersen, is expected to be in the hands
of local distributors throughout the nation
by July. These distributors will be equipped
to plan, install and service every type of
ITV system.
Two models of videcon camera equip-
ment in two price ranges will be offered.
According to Mr. Petersen, completely in-
stalled ITV systems utilizing the self-con-
tained TC-100 camera are available at about
$2,000 while a system containing the deluxe
TC-200 camera equipment is approximately
$3,500. In describing the line, Mr. Petersen
emphasizes that all accessories and compo-
nents are fully integrated in the systems and
are interchangeable for use with either
camera chain.
Page 88
May 27, 1957
Broadcasting
Telecasting
LES JOHNSON, vice president-general
manager of WHBF-TV Rock Island,
111., signs a $350,000 contract with
RCA for new television equipment, to
include a new RCA maximum power,
low-band color transmitter and a
1,000-foot Ideco tower. Looking on are
(1 to r) : Bob Sinnett, WHBF-TV chief
engineer, and F. A. Timberlake, RCA
sales engineer.
The tower, standing 1,776 feet
above sea level, will have a passenger
elevator running to the base of the an-
tenna to facilitate servicing of lights
and other equipment. The station
claims that the tower will be the highest
point in the state, expanding coverage
to five additional cities in the area. The
new facilities are scheduled for com-
pletion late this year.
Emerson Division Names
Three Vice Presidents
EMERSON Radio & Phonograph Corp.
government electronics division has named
three new vice presidents, according to M.
P. Rome, vice president and general man-
ager of the division. The appointments are:
Dr. Werner F. Auerbacher, divisional vice
president for engineering and manufactur-
ing; Dr. Donald L. Burcham, divisional vice
president for Emerson Research Labs., and
George Rappaport, divisional vice president
for marketing.
Dr. Auerbacher formerly was director of
engineering and manufacturing of the divi-
sion. Previously he had been chief engineer
of Pilot Radio Corp. Dr. Burcham has been
director of Emerson Research Labs. Prior
to that he had been deputy chief, Guided
Missile Fuze Labs of Diamond Ordnance
Fuze Labs. Mr. Rappaport formerly was
director of special projects for the Emerson
division.
Columbia Records Acquires
Bell & Howell Console Line
COLUMBIA RECORDS Inc., has acquired
the complete high fidelity radio-phonograph
console line of Bell & Howell, both com-
panies announced jointly last Monday, with
the sale effective immediately.
Each will continue to manufacture and
sell its own tape recorder line. Only B & H's
six phonograph and phonograph-radio-tape
recorder combinations were involved in the
transaction. The sale was announced by
Charles H. Percy, president of Bell & Howell.
In 1956, TOWER supplie
over one hundred major
Microwave
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Mid-Continent Broadcasting Co.
Television Station KSAZ
Radio Station KFYR
Radio Station WWTV
Amalgamated Wireless Ltd., Australia
Collins Radio Co.
General Electric
Lenkurt Electric Co.
Motorola, Inc.
Page Communications Engineers, inc.
Philco Corp.
Radio Corporation of America
Raytheon
Western Electric
American Telephone & Telegraph Co.
Befi Telephone Laboratories
Colorado Interstate Gas Co.
Michigan Bell (SAGE project)
Mid Valley Pipe Line
Ohio Power Co.
Southwestern Bell Telephone Co.
U.S. Air Force
with Towers, Reflectors and Buildings
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Broadcasting
Telecasting
Mav 27, 1957 • Page
MANUFACTURING
and Goddard Lieberson, president of Colum-
bia Records Inc.
Mr. Percy said his company plans to "de-
vote capital, manpower and facilities to the
expanding requirements of its photographic
and tape recorder lines." Magnetic products
will remain an important part of B & H's
electronic engineering, manufacturing and
marketing programs, with expanded distri-
bution, he added.
Columbia hopes to expand its hi-fi phono-
graph line with B & H instruments now sold
by leading music stores, according to Mr.
Lieberson, and will assume servicing of its
consoles held by dealers and consumers.
The Columbia phonograph line now ranges
between $29.95 and $1,800.
The B & H high fidelity line purchased
by Columbia ranges from $595 to $1,800
and there will be no interruption in pro-
ducing, selling and servicing units.
General Precision Stock Offer
GENERAL Precision Equipment Corp.,
New York, has asked the Securities &
Exchange Commission's approval to offer
194,200 shares of cumulative convertible
preference stock ($50 liquidating value)
which the firm wants holders of its common
stock to subscribe to on the basis of one new
preference for each six common. Holders of
the corporation's present $1.60 cumulative
convertible preference stock may subscribe
at the rate of one new preference for every
nine $1.60's. Dividend rates of the new
shares will be filed with SEC later.
0 ^t's try that
toothpaste!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV prog ramming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with \ VQ *J a^j
Channel 9
Chicago
PROGRAM SERVICES
Music Fee Adjustment
Sought by Fm Group
AN INVITATION to all fm station man-
agers and the operators of special services,
such as fm background music, to join Fm
Development Assn., was extended last week
by R. L. Brazy, KFMU (FM) Los Angeles,
president of FMDA.
The invitation was issued as part of the
association's campaign to secure a "fair"
schedule of fees from ASCAP.
FMDA's goal, Mr. Brazy stated, is to
secure from ASCAP for background music
services rendered via fm the same sort of
licenses which are now given to fm broad-
casters for their home service. These station
licenses, Mr. Brazy explained, call for 2.25%
of the station's gross income for a commer-
cial license or $1 a year for a sustaining
license, and are easy to compute with a
minimum of bookkeeping on the broad-
caster's part.
In contrast, he said, the ASCAP license
for background music is based on a method
of charging fees for each location. This
system, originally negotiated with MUSAC
for its wired music service, called for mini-
mum payments of $26 per location per year
or 6% of the revenue collected from the
subscriber by the music service, whichever
should be greater. Since this scale was es-
tablished some six years ago, fm has entered
the background music field in a big way.
In 1955, Mr. Brazy said, ASCAP asked
for an increase in its minimum fees from $26
to $60 a year, plus extra payments for each
speaker and each floor of a multifloored
building. In addition ASCAP attempted to
establish an elaborate system of charges
whereby an installation in a doctor's office
would have a different fee than one in a
restaurant, with still different fees for fac-
tories and all other types of background
music users, he said.
"The bookkeeping alone would be pro-
hibitively expensive under such a system,"
Mr. Brazy said, "So FMDA appointed a
committee with William B. Coskey of
WPEN-FM Philadelphia as chairman to
enter into negotiations with ASCAP for a
music license basis comparable to that which
we have as station operators."
Mr. Caskey's committee, whose other
members are Frank Knorr, WPKM (FM)
Tampa and Mr. Brazy, has met with ASCAP
representatives who told them that by June
1 they must present to ASCAP a list of the
FM special service operators they represent.
After that date, ASCAP will consider itself
free to prosecute anyone not licensed or
listed, the committee reported. Those repre-
sented by the committee will have an ad-
ditional 60 days in which to draft the kind
of terms thev want for presentation to
ASCAP.
Sid Caesar, Pat Weaver Agree
To Produce Motion Picture
RECURRING reports that former NBC-TV
comedian Sid Caesar and former NBC
Board Chairman Sylvester L. (Pat) Weaver
Jr. would enter into a business association
were confirmed last week when they an-
nounced plans to produce a motion picture
that would utilize Mr. Caesar's talents "in
PROGRAM SERVICE, Sylvester L. (Pat) Weaver's new major market tv network,
marks its first sale with a contract that will put Ding Dong School back in session
again. Sponsored by Cocoa-Marsh, a fortified chocolate syrup, the program will be
seen live in eight markets starting in July, with five cities to be added in October.
Malcolm P. Taylor, board chairman of the Taylor-Reed Corp.. Glenbrook. Conn.,
makers of Cocoa-Marsh, signs the contract. President at the signing are (seated,
1 to r) Charles M. D. Reed, president of Hicks & Greist, agency for Cocoa-Marsh:
Dr. Frances Horwich of Ding Dong School; (standing, 1 to r), Theodore J. Grume-
wald. Hicks & Greist vice president, and Mr. Weaver.
Page 90 • May 27, 1957
Broadcasting • Telecasting
a unique adaptation of television techniques
to motion picture presentations." No other
details on the initial project were available.
In addition, their association contemplates
joint development of productions in which
Mr. Caesar would not appear. For example,
Shellric Productions, a company Mr. Cae-
sar heads, has acquired first refusal rights in
Sloan Wilson"s new novel for motion pic-
tures, tv and the legitimate stage, the an-
nouncement said. The sale and production
would be part of the joint venture.
Mr. Caesar and NBC recently announced
the termination of a nine-year association,
effective last Saturday [B«T, May 20]. Mr.
Weaver is credited with having launched
the Show of Shows program, which starred
Mr. Caesar, during the early days of tele-
vision. Since leaving NBC last fall, Mr.
Weaver's main project has been to organize
a program service to independent tv sta-
tions and he already has announced plans to
telecast Ding Dong School on a group of tv
outlets.
Marek to Succeed Kanaga
As Head of Victor Records
APPOINTMENT of George R. Marek as
vice president and general manager, RCA
Victor Record Division of RCA, to succeed
Lawrence W. Kanaga, who has resigned,
effective June 1, was announced Thursday
by Robert A. Seidel, executive vice pres-
ident, RCA Consumer Products.
Mr. Marek, who has been vice president
and operations manager of the record divi-
sion since April of this year, joined RCA in
1950 as manager of artists and repertoire
of the division. He was elected vice pres-
ident of the record albums department in
April 1956.
A native of Vienna, Austria, Mr. Marek
came to the U. S. in 1920. From 1929 to
1950 he was with J. D. Tarcher & Co. He
has written extensively on music and has
been music editor of Good Housekeeping
magazine since 1940.
Mr. Kanaga had served as vice president
and general manager of the RCA Victor
Record Division since April 1, 1956. He
previously had been vice president and op-
erations manager of the division.
Program Service Affiliation
To Be Announced for WGN-TV
FORMAL confirmation of WGN-TV as
Chicago outlet for Sylvester L. (Pat) Weav-
er's Program Service Inc. network is ex-
pected to be made in that city tomorrow
(Tuesday) at a joint news conference to be
held by Mr. Weaver and Ward L. Quaal,
vice president and general manager of WGN
Inc. (WGN-AM-TV). Mr. Weaver will
elaborate on his programming plans thus
far.
Official announcement of WGN-TV's par-
ticipation has long been awaited. Messrs.
Quaal and Weaver earlier this year discussed
WGN-TV as the logical choice for a new
type network that needs representation in
the nation's second largest market. Mr.
Quaal was expected to announce plans for
originating programs with local talent to the
Weaver network.
V
* COVERING WICHITA
AND 14 OTHER IMPORTANT
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(FULL POWER)
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buy KTVH.
HOWARD O. PETERSON, Genera/ Manager
represented nationally by
H-R TELEVISION, INC.
m
United Press news produces!
Broadcasting • Telecasting
May 27, 1957 • Page 91
TRADE ASSNS.
Page 92 • May 27,-1957
Texas UP Broadcasters Seek
Court Access; Officers Named
A RESOLUTION asking the Texas state bar
"'to take a firm stand of approval for the
admission of radio and television to the
courtroom" was adopted unanimously last
Monday at the second annual convention of
the UP Broadcasters Assn. of Texas, at
Temple.
Calling, too, for the admission of news
cameramen into the courtroom, the resolu-
tion will be presented to the state bar associ-
ation. A companion resolution called upon
the UP broadcasters to draw up a code of
conduct for radio-tv reporters.
Both resolutions were adopted after study
ot a brief, "In Behalf of the Case for Ad-
mission of Radio and Tv to the Courtroom,"
presented by Harry Van Slycke, KITE San
Antonio.
Gene Lewis, KCEN-TV Temple, and
Dave Smith, KVET Austin, were elected
president and vice president, respectively,
for the coming year. John Drummond.
KCRS Midland, was honored for his cov-
erage of the collision of a jet and a private
plane in which eight persons were killed. A
public service award went to KTTB Tyler
for its coverage of last fall's Texas trial
which resulted in the National Assn. for the
Advancement of Colored People being
placed under temporary injunction in Texas.
Traveling Broadcasters
A SOCIETY of broadcasters "who want to
know what is going on in the world and
report to their audiences on what they have
learned" has been formed. A European tour
of the "United Broadcasters International"
is scheduled to leave Sept. 2. The announce-
ment was made by the organization's presi-
dent, Jack Younts, president-general man-
ager, WEEB Southern Pines, N. C, and
vice president, Henry Milo. travel editor of
ABC. Tour is designed especially for broad-
casters and their wives, and extensive ar-
rangements are being made to enable the
traveling broadcasters to interview execu-
tives of foreign nations and U.S. govern-
ment officials serving abroad.
N. Y. Radio Pioneers Honors 4
RADIO PIONEERS, New York chapter,
has awarded life membership to four mem-
bers who recently have retired from active
business. Honored are: Joseph Bier, WOR
farm editor for 26 years, active in radio
for 35 years; Agnes Law, supervisor of CBS
reference department, 29 years; Linnea
Nelson, media supervisor, J. Walter Thomp-
son Co., 24 years, most recently consultant
in radio and television timebuying and
media research, Republican National Com-
mittee, and Edwin T. Otis, with MBS for
21 years, most recently as executive pro-
ducer.
New Program Directors Assn
OFFICERS of the newly-formed South-
western Assn. of Program Directors for
Television informally discuss membership
plans at the conclusion of their Dallas
meeting last week. The group, formed by
20 program directors from a five-state
area, plans to serve as a focal point for
emphasizing the role of the program di-
rector in station operations, and as a cen-
tral clearing-house for the exchange of
ideas and programming developments.
Officers (seated, 1 to r) : Bill Sadler,
KVOO-TV Tulsa, president; John Ren-
shaw, KSLA-TV Shreveport, La., mem-
, Formed at Dallas Meeting
ber, governing board; Jack Bomar, KTHV
(TV) Little Rock, Ark., member, govern-
ing board; Ray Trent, KDUB-TV Lub-
bock, Tex., treasurer; John Hill. KTRK-
TV Houston, second vice president;
(standing, 1 to r), Bob King, WFAA-TV
Dallas, first vice president; Jack Rye.
KTSM-TV El Paso, member, governing
board; W. Perry Dickey, KWTV (TV)
Oklahoma City, member, governing
board, and Boyd Porter Jr., KTRE-TV
Lufkin, Tex., secretary. The group will
publish periodic service bulletins between
now and its next meeting, planned for
Tulsa in March 1958.
Broadcasting
Telecasting
IN EL PASO'S
4 Station Market
_® .
KR0D-T3T
Is First Again!
The March, 1957, Telepulse
clearly demonstrates Channel 4
dominance in the El Paso Southwest.
Although 4 stations now serve
El Paso, the KROD-TV leadership
is GREATER THAN EVER!
38 of the top 40 once-a-week shows!
9 of the top 10 strip shows!
9 of the top 10 syndicated shows!
First in 355 of 472
quarter hours rated
And from 6 -10:30 p.m.
KROD-TV
has more audience than
All other Stations Combined,
73% of the time!
The story is even more amazing
when exclusive KROD-TV
coverage in Southern New Mexico
and West Texas Is added! Your
Piranham man can give you the
full story of the station that
means BUSINESS in El Pasot
KK0DM
Channel 4 0 Paso, Texas
REPRESENTED NATIONALLY BY
THE BRANHAM COMPANY
Dorrance D. Roderick, Pres.
Vol Lawrence, V.-Pres. and Gen. Mgr.
Dick Watts. Gen. Sales Mar.
mm
m m
ABOUT VERY LOW FREQUENCY
PROPAGATION! Smaller antennas,
lower transmitter power, and relative freedom from
atmospheric noise are reasons behind our communication
services' gradual migration to the upper end of the
frequency spectrum. Lying fallow and awaiting rediscovery
has been the very low frequency band below 30 kc.
Now, because VLF offers a reliable means of com-
municating over vast global distances, there is a
marked revival of interest. It is now known that
VLF has highly stable propagation characteristics
which make it possible to transmit data to distant
points with unusual fidelity and precision. Where
greater accuracy is required, such as very long
range radio navigation systems and international
transmission of frequency standards, VLF promises
to open doors to many new and important uses.
June Proceedings of the IRE gives you the facts about VLF
This year, the Boulder Laboratories of the National Bureau of Standards and the IRE
Professional Group on Antennas and Propagation co-sponsored a Symposium at Boul-
der, Colorado, on- the propagation of very low frequency radio waves. From the
papers given at this important meeting the editors of Proceedings have chosen those
of broadest interest for publication in the June, 1957, issue.
Typical of the service offered members of IRE is this VLF report — to be used now
and referred to for years to come. If you are not a member of The Institute of Radio
Engineers be sure to reserve a copy of the June Proceedings of the IRE, today!
Partial Contents of this VLF issue:
"A Technique for the Rapid Analysis of Whistlers," by J. K. Grierson, Defense
Reserve Board, Ottawa, Ontario, Canada.
"VLF Radiation from Lightning Strokes," by E. L. Hill, School of Physics, Univer-
sity of Minnesota.
"Some Recent Measurements of Atmospheric Noise in Canada," by C. A. McKer-
row, Defense Reserve Board, Ottawa, Ontario, Canada.
"Intercontinental Frequency Comparison by Very Low Frequency Radio Trans-
mission," by J. A. Pierce, Croft Laboratory, Harvard.
"The Mode Theory of VLF Ionospheric Propagation for Finite Ground Conductivity,"
by James R. Wait, National Bureau of Standards, Boulder,
Colorado.
"The Geometrical Optics of VLF Sky Wave Propagation," by J. R. Wait & A.
Murphy, National Bureau of Standards, Boulder, Colorado.
"Characteristics of Atmospheric Noise from 1 to 100 Kc/s," by A. D. Watt &
E. L. Maxwell, National Bureau of Standards, Boulder, Colorado.
"The Present State of Knowledge Concerning the Lower Ionosphere," by A. H.
Waynick, The Pennsylvania State University.
"Noise Investigation at VLF by the National Bureau of Standards," by W. Q.
Crichlow, National Bureau of Standards, Boulder, Colorado.
"Reflection at a Shapely-Bounded Ionosphere," by I. W. Yebroff, Stanford Uni-
versity.
"The Attenuation Versus Frequency Characteristics of VLF Radio Waves," by
J. R. Wait, National Bureau of Standards, Boulder, Colorado.
"The Waveguide Mode Theory of the Propagation of VLF Radio Waves," by K. G.
Budden, University of Cambridge, England.
PROCEEDINGS OF THE IRE
1 East 79th Street, New York 21, New York
□ Enclosed is $3.00
□ Enclosed is company purchase order for
the June, 1957, issue on VERY LOW
FREQUENCY.
Name
Company
Address
City & State
All IRE members will receive this June
issue as usual. Extra copies to members,
$1.25 each (only one to a member).
The Institute of Radio Engineers
1 East 79th Street New York 21, New York
Broadcasting • Telecasting
May 27. 1957 • Page 9?
TRADE ASSNS.
AWARDS
HERMAN M. PARIS, WWDC Wash-
ington vice president for sales, brought
a new twist to campaigning at the Ad-
vertising Club of Washington (see
above). Although his associate, Margo
Lucey, Miss Washington of 1956 and
runnerup to Miss America, is a young
lady of obvious charms, her wiles were
to little avail. He lost.
SCBA Sets First Sales Clinic
SOUTHERN CALIFORNIA Broadcasters
Assn. will hold its first annual sales clinic
June 6 at the Sheraton-Town House Hotel in
Los Angeles. The all-day meeting will open
at 9:30 a.m., with a session on "manage-
ment's increasing dependence on the sales
department" followed by panel discussions
of sales promotion and presentations, media
research and "radio as a sales tool 24 hours
a day." Don Conroy, advertising manager,
Thriftmart (food chain), will be the luncheon
speaker.
Chicago Ad Awards
Topped by Burnett
LEO BURNETT Co. won the majority of
agency honors in awards competition of the
Chicago Federated Adv. Club for outstand-
ing advertising created in that area between
April 1, 1956, and March 31, 1957. In addi-
tion, NBC-TV's Club 60 was acclaimed as
the best network music and variety program
in television, with ABC-TV receiving an
honorable mention for It's Polka Time.
Local stations also were cited for their pro-
gram fare. The 15th annual awards were
announced at the CFAC banquet Thursday
evening.
Burnett was honored for the best 20-sec-
ond live action and animation tv commercial
announcements for The Tea Council and
Commonwealth Edison Co., respectively. It
also won in the radio division for best net-
work commercial announcements for the
Philip Morris Marlboro cigarette jingles.
Burnett received an honorable mention for
one-minute dramatized tv spots for Procter
& Gamble's Joy.
Among other Chicago-based agency-
client and film winners were:
Television: D'Arcy Adv. Co. and Stand-
ard Oil Co. of Indiana, for Fahey Flynn's
news-weather-sports roundup on WBBM-
TV; Libby. McNeill & Libby and American
Medical Assn., plus Laufman Film Produc-
tions, for "It's Baby Time" in women's
programming (on spot basis); Young &
Rubicam and American Bakeries Co.
(Tastee bread), an honorable mention for
20-second animation commercials; Foote,
Cone & Belding and Armour & Co. (Liquid
Chiffon), for one-minute straight animation
spots; Admiral Corp. and Fred A. Niles
productions, one-minute, straight-sell, live
action announcements; Russel M. Seeds Co.
and W. A. Sheaffer Pen Co., an honorable
mention in same category; and Earle Ludgin
& Co., Helene Curtis Industries and Sarra
Inc., for one-minute dramatized spots.
Radio: Thomas J. Webb Co. and WBBM
for local audience participation program
(Lucky Ladies); D'Arcy Adv. Co. and Stand-
ard Oil Co. of Indiana, for 1956 Chicago
Bears football broadcasts on WGN; Mac-
Farland, Aveyard & Co. and Heidelberg
Brewing Co., commercial announcements
(used regionally-locally); and Foote, Cone
& Belding and Perkins Food Div. of Gen-
eral Foods (Kool-Aid), an honorable men-
tion for network commercial announce-
ments.
The breakdown on station awards:
WBBM-TV, (two) and WBBM, (three);
WNBQ (TV) (three) and WMAQ (four);
WGN (three) and WGN-TV (an honorable
mention); WBKB (TV) (one). All four Chi-
cago tv stations shared special awards for
contributions to "the welfare of the com-
munity in the religious field." WBKB won
its award for live tv coverage of the Senate
Banking & Currency Committee hearings
last year.
Calif. AP Awards Meet Hears
Ways to Program, Sell News
TWO FACETS of news broadcasting were
analyzed at the Annual Awards Luncheon
of the California Associated Press Television
& Radio Association, held at the Beverly
Hilton Hotel, last Saturday.
Dresser Dahlstead, program director,
KABC-ABC-Radio, centered his theme
around the problems of programming news,
both at the network and local station levels.
He explored the changing nature of radio
programming where news and commentary
is assuming a growing role, from the stand-
point of the man or woman who must fit
news into the overall jigsaw puzzle of broad-
casting.
"For one thing," Mr. Dahlstead points
out, "program directors have less control
of newscasts than any other type of broad-
cast. Here the control centers in the news
department, where the skill and judgment of
editors and reporters is the determining
factor on an hour-to-hour basis.
Bob McAndrews, vice president-com-
mercial manager, KBIG Avalon, Calif.,
stressed the saleability of specialized news:
"There can be news and saleable news, in
things not ordinarily thought of as news,"
he commented, citing KBIG's daily food
news program, sponsored for the past five
years by Von's Grocery Co., a program of
maritime news, which for four years was
sponsored by an insurance Co., and a Side-
lights in the News program, sponsored by
Disneyland Hotel, as examples.
He noted that timing is valuable in getting
motorists to listen to KBIG for news,
particularly in the evening, when they leave
their jobs on the hour or half-hour, but are
in their cars and available at the 25-minute
and 55-minute times.
Awards presented at the luncheon were as
follows:
RADIO
NEWS ORIGINATION— KMYC Marysville and
KPRL Paso Robles. joint award, first place; KSCO
Santa Cruz, KCBS San Francisco and NBC San
Francisco, joint award, second place: KUBA Yuba
City and KUKI TJkiah, joint award, third place:
KBET-TV Sacramento, KARM Fresno, KFMB TV
and AM San Diego, KENL Areata, honorable
mention.
BEST LOCAL REGULARLY SCHEDULED
NEWS SHOW— (Metropolitan!; KNX Los An-
geles "Frank Goss and the News," first; KABC
Hollywood "Noontime News," second; KCBS
San Francisco "Ten O'clock News," third. (Non-
Metropolitan) — KHUM Eureka "Frank Brown Re-
porting," first; KCAL Redlands "News," second;
KSCO Santa Cruz "Local News," third.
BEST LOCAL REGULARLY SCHEDULED
FARM SHOW— (Metropolitan): KNBC San Fran-
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
On the Air everywhere 24 hours a day— seven days a week
Page 94 • May 27, 1957
Broadcasting • Telecasting
Cisco "Farmers' Digest" for April 23, 1956 first;
KNBC San Francisco "Farmer's Digest" for Dec.
6. 19a6. second; KCBS San Francisco "Farm Re-
view." third.
BEST LOCAL REGULARLY SCHEDULED
SPORTS SHOW— i Metropolitan); KCBS S^n
Francisco "The Sports Notebook," first; KNBC
San Francisco "Hal Wolf Sports," second; KNBC
San Francisco "Ira Blue Sports," third.
BEST SPECIAL EVENTS COVERAGE — (Met-
ropolitan): KAEC Hollvwood "Malibu Fire,"
first; KCBS San Francisco "Ditched P?c;fic Plane
Survivors." second; KGO San Francisco "Ditch-
ing of a Stratocruiser." third; (Non-Metropolitan)
— KWTP Merced "City Council," first; KSCO
Santa Cruz "Election." second: KHUM Eureka
"Over the Republican Convention," third.
BEST DOCUMENTARY— (Metropolitan); KCBS
San Francisco "Crisis by the Sea," first; KABC
Hollywood "Terror and Tumult" second; KFSD
San Diego "R'se and Fall of the Third R°ich."
third: < Non-Metropolitan > — KWIP Merced "Park-
ing Problems," first; KSCO Santa Cruz "Con-
spiracy," second.
BEST COMMENTARY— (Metropolitan); KNX
Los Angeles "Carroll Alcott." first: KABC Holly-
wood "The State of the Cirv." second: KPOL Los
Angeles "The President's Health." third; (Non-
Metropolitani— KHUM Eureka "Eisenhower Ar-
rives at Renub'ican Convention." first: KAVIP
Merced "B;rthdav Salute to Fighter Squadron,"
second: KPRL Paso Robles "Traveling bv Tele-
phone," third.
GENERAL EXCELLENCE OF PRESENTA-
TION—KNX Los Angeles.
TELEVISION
BEST LOCAL REGULARLY SCHEDULED
NEWS SHO-*-— (Metropolitan): KTTV (TV) Los
Angeles "George Putnam and the News." first;
KNXT (TV) Hollywood "The Big News." sec-
ond; KFMB-TV San Diego "San Dieso Newsreel,"
third: (Non-Metropolitan) — KBET-TV Sacra-
mento "News with Hank Thornley," first.
BEST SPECIAL EVENTS COVERAGE— Met-
ropolitan); KNXT (TV) Hollywood "Clete Rob-
erts Returns," first: KFMB-TV San Diego "The
Inaja Fire," second; KGO-TV San Francisco
"Election," third.
BEST DOCUMENTARY — ( Metropolitan) ;
KNXT (TV) Hollywood "Clete Roberts." first;
KABC-TV Hollywood "Focus on Los Angeles,"
second: KABC-TV Hollvwood "Dateline Los
Angeles," third; (Non-Metropolitan) — KBET-TV
Sacramento "News Special," first.
BEST COMMENTARY— (Metropolitan); KFMB-
TV San Diego "People in the News," first; KTTV
(TV) Los Angeles "Clean Citv Government."
second.
GENER.AL EXCELLENCE OF PRESENTA-
TION—KNXT (TV) Hollywood.
Loyola to Honor Hayes, Segal
ARTHUR HULL HAYES, president of
CBS Radio, and Paul M. Segal, Washing-
ton, D. C, attorney and communications
authority, will receive honorary degrees of
doctor of laws from Loyola U., New Or-
leans, at commencement exercises Wednes-
day. The degrees are to be conferred for
"outstanding achievements in their respec-
tive fields." Mr. Hayes will deliver the
principal commencement address.
Loyola owns and operates WWL, the
CBS affiliate in New Orleans, and has re-
cently been awarded a cp for New Orleans
ch. 4. Mr. Segal is the attorney for the
universitv stations.
IIS RADIO ACTIVE
— t. i %» m. ■ >
T/jere^ ffuyiHq Vow In Tlih Here fel/ey
$463,891,000*
Annual Effective Buying Income
(253,000 People)
$1,827*
Annual per capita Effective Buying Income
($200 above the national average)
$5,955*
Annual per family Effective Buying Income
($500 above the national average)
"Stake out your claim" on this market by placing a
schedule of advertising on WOC — NOW!
WOC is 5000 watts . . . 1420 Kc . . . and an NBC
Affiliate.
Sales Management's "Survey of Buying Power - 1956"
Col. B. J. Palmer, President
Ernest C. Sanders, Manager
Mark Wodlinger, Sales Mgr.
WOC
Peters, Griffin, Woodward, Inc.
Tri-City Broadcasting Co., Davenport, Iowa Exclusive National Representatives
r
OPPORTUNITY AT RCA
FOR
BROADCAST FIELD ENGINEERS
RCA needs trained broadcast engineers
who can direct and participate in the installa-
tion and service of AM and television broadcast
equipment. Here's an excellent opportunity for
training and experience with color TV trans-
mitters. Opportunities exist in Atlanta, Chicago
and suburban Philadelphia.
CAN YOU QUALIFY?
You need: 2-3 years' experience in
broadcast equipment, including work on
TV or AM transmitter installation. You
should have: good technical schooling
and 1st Class Radio-Telephone License.
Enjoy RCA advantages:
Top Salaries
Many Liberal Company-Paid Benefits
Relocation Assistance
For personal interview, please send a complete
resume of your education and experience to:
Mr. James Bell, Employment Manager, Dept. Y-3E
RCA Service Company, Inc.
Cherry Hill, Camden 8, N. J.
RCA SERVICE COMPANY, INC.
MR. SEGAL
MR. HAYES
Broadcasting • Telecasting
May 27. /9v •. Page 95
r'^% p "i IP* §1
wL That's some
rug cleaner!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and H atching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with ft
Channel 9
Chicago
Among Lk Towers
A
que bella,bellal
KWTV
OKLAHOMA CITY
AWARDS
Italy to Honor DeDominicis
ALDO DeDOMINICIS, manager and sec-
retary-treasurer of WHAY New Britain,
Conn., has been selected to receive Al
Merito Delia Republica. highest decoration
Italy can bestow upon a civilian. Mr. De-
Dominicis will receive the award in June
in recognition of his efforts on behalf of
various Italian charities in the U. S. Mr. De-
Dominicis. organizer and operator of
WNHC-TV New Haven, has been a con-
sultant to Triangle Publications Inc.. Phila-
delphia, new owner of the tv property, since
his resignation as general manager of that
station last year. The public service cam-
paigns were on radio and tv.
Edison Radio-Tv Scholarships
THE Thomas Alva Edison Foundation will
present national station awards for serving
youth as part of the foundation's annual na-
tional mass media awards. Each year awards
of $1,000 for college education to a high
school senior of its community is presented
to each television station and each radio sta-
tion "'that best served youth." Nominations
of local am and tv stations, and accompany-
ing statements of 500-1000 words describing
achievements of the station in serving youth
in the community, may be submitted to
Committee on Station Awards, Thomas Alva
Edison Foundation, 8 W. 40th St., New
York 8, N. Y. The awards will be presented
in December.
AWARD SHORTS
William Davidson, general manager, WRCA-
AM-TV New York, received special award
from Mayor Robert Wagner citing stations'
200th broadcast of public service program
Citizens' Union Searchlight. Program was
honored for its "outstanding contribution in
providing information of vital interest to
New Yorkers."
Holland V. Tooke, vice president, Westing-
house Broadcasting Co., Cleveland, received
citation from Cleveland Area Heart Society
j "for outstanding service rendered" during
' 1957 campaign.
Joe Tanski Jr., director, KYW-TV Cleve-
land, given Ohio State U. award for sym-
bolic ballet on "Get Out the Vote" drive.
Title: The Checker Game.
Bert Claster (Bert Claster Productions, Bal-
timore, Md.), Mrs. Claster ("Miss Nancy,"
WAAM ([TV] Baltimore, Md.) and children,
cited by National Conference of Christians
and Jews, Maryland region, as Maryland's
Family of the Year for "contributing to
inter-group understanding among children
and for imbuing them with true spirit of
brotherhood" through their Romper Room
j tv program.
Richard B. Wheeler, president-general man-
ager. KTLN Denver, received plaque in
recognition of station's services to March
of Dimes.
Leslie H. Peard Jr., general manager.
WBAL-AM-TV Baltimore, received award
of appreciation for part played by stations
in "furthering efforts of American Red
Cross."
SAM GALLU (r), producer of ABC-
TV's Navy Log series, receives a Dis-
tinguished Public Service Award from
Secretary of the Navy Thomas S.
Gates Jr. The medal, presented for
"outstanding contributions to the
Navy," is the highest award a civilian
can receive from the Navy.
WMAQ Chicago and Howard W. Coleman,
station manager, cited by Chicago Council
of Boy Scouts of America for "outstand-
ing service to youth" in 1957 financial cam-
paign.
KOA Denver presented award of merit by
Colorado Highway Safety Council for "out-
standing contributions" to teenage highway
safety programs. Station cited for coverage
of 2,500-mile state tour of Colorado Teen-
age Traffic Safety Assn.
WISN-TV Milwaukee received award for
"Tv News Digest and Personalities" feature
of Tv News Digest as "best show for infor-
mation on our community"; Romper Room
for second year as "best show for young
children"; Hobby Hall as "best in cultural
affairs"; Your Question Please for seventh
year as "best teenage show." Award was
made by Milwaukee County Radio-Tv
Council.
WWDC Washington's Men of Faith, weekly
religious program, received citation from
Business and Professional Women's Club of
D. C, as "best locally produced and locally
aired" radio or tv program devoted to re-
ligion.
WGR-AM-TV Buffalo, N. Y., receives
awards for outstanding advertising in fourth
annual advertising competition of Niagara
Frontier Adv. Assn.
Edward R. Murrow, CBS-TV commentator,
to receive Medal for Good Speech of Amer-
ican Academy of Arts and Letters.
Charles (Red) Donley, sports director,
WSTV-AM-TV Steubenville, Ohio, chosen
for annual Good Citizen award by Alumni
Assn. of College of Steubenville.
Joseph L. Brechner, general manager,
WGAY Silver Spring, Md., received Amer-
ican Traditions Award from Fund for the
Republic.
United Nations Television received special
citation from Academy of Television Arts
and Sciences, for "originating full coverage
of UN meeting during Middle East crisis
and for making programming available for
telecast over WPIX (TV) New York.
page 96 * May 27, 1957
Broadcasting • Telecasting
PROFESSIONAL SERVICES
MR. KENEH AN
Kenehan Quits FCC to Join
Haley, Doty & Wollenberg
EDWARD F. KENEHAN. chief of the
FCCs Broadcast Bureau since August 1955.
has resigned to join the Washington law
firm of Haley. Doty & Wollenberg. The
firm's name has
been changed to
Haley. Doty, Wol-
lenberg &. Kenehan.
Mr. Kenehan.
first joined the FCC
immediately after
World War II (in
which he served as
a major with the
Army in this coun-
try7 and in the Phil-
ippines), returned
to the Commission
in February 1955.
He was named Broadcast Bureau chief six
months later.
Mr. Kenehan was born in 1913 in Carlin-
ville. 111. He received his A.B. and LL.B.
degrees from the U. of Illinois in 1936 and
1938. respectively. In 1939 he was a fellow
in legal research at the U. of Michigan
Law School, and also taught at the U. of
Missouri Law School. In 1940 he was ap-
pointed Assistant State's Attorney of Mc-
Coupin County. 111. He entered the Army
in 1942. Upon his release to civilian life in
1946. he joined the FCC as chief of the
Broadcast Facilities Branch. Law Bureau.
In 1948 he left the Commission, joining the
Washington law firm of Welch. Mott &
Morgan. In 1951 he joined RCA as legal
counsel for its Engineering Products divi-
sion in Camden. N. J.
He is a member of the Illinois. D. C. and
U. S. Supreme Court bars: the Federal
Communications Bar Assn.. the American
Legion. Knights of Columbus and the Ken-
wood Country Club. Bethesda. Md.
Hearne & Spillane Now Partners
LESTER W. SPILLANE. who 18 months
ago joined the West Coast law offices of
John P. Hearne. former FCC staff attorney,
has been named a member of the firm which
will now be called Hearne & Spillane.
Mr. Spillane served the FCC from 1928
to 1955 when he was chief of the renewal
and transfer division of the Broadcast Bu-
reau. Before that he was assistant chief of
the safety and Special Services Bureau. ,and
prior to that, an assistant general counsel.
Heald Resigns From NARTB
To Join Spearman & Roberson
ROBERT L. HEALD has resigned as chief
attorney of the NARTB [Closed Circuit.
Aprii 22]. e.Tective June 24. to become a
partner in the law
^^Bf* firm °f Spearman
M^mm. & Roberson. Wash-
B ^ ington. Firm spe-
■F cializes in broad-
cast matters before
the FCC. Mr.
Heald joined
NARTB in Au-
A^Bttk. gust 1955-
Wk " Formerly a part-
mm [ ner in the \\ ashing-
HHI m. miW ton law firm of
mr. heald Welch. Mott &
Morgan. Mr. Heald
also was an FBI agent from 1941-1946. A
successor to Mr. Heald will be named later.
Harold Fellows, president of NARTB. said
in ""regretfully" accepting the resignation.
McDermott Opens N. Y. Branch
PAT McDERMOTT. Hollywood public re-
lations and personal management company,
last week announced the opening of a New
York branch at 551 5th Ave. to be headed
by Don Garrett, effective today (Monday).
Mr. Garrett has been consumer press editor
for Screen Gems Inc., New York, for two
years. Among some of the accounts Miss
McDermott handles are NBC-TV's Panic,
CBS-TV's Mr. Adams and Eve. NBC-TV
producer Albert McCleery and CBS-TV
producer Harry Ackerman and personalities
including the Andrews Sisters. Joan Caul-
field. Don DeFore and Mercedes McCam-
bridge. Miss McDermott formerly was CBS-
TV press manager in Hollywood.
Rivers to Endorsements Inc.
CHARLES F. RIVERS, formerly account
executive at Robert M. Garrick public rela-
tions, has joined Endorsements Inc. as vice
president in charge of western division.
The better equipped stations are dominating the field with
more listeners and more advertisers
GATES RADIO COMPANY
MANUFACTURING ENGINEERS SINCE 1922
QUINCY, ILL., U. S. A.
WGR-TV
k BUFFALO !
ABC AFFILIATE CHANNEL 2
Peters. Griffin, Woodward. Inc.
Representatives
SALES
PROMOTION
freel
ance
ALES-PRODUCING, prize-
winning presentations, bro-
chures, ad campaigns, direct
mail, etc.
One TV presentation was de-
scribed as "one of the most force-
ful sells ever seen."
A program presentation was
called, "last word in sell."
Clients include radio and TV
networks, stations, representa-
tives, syndicators, etc.
Retainer or fee basis.
PETER ZAMPHIR
565 Fifth Avenue, NYC, 17
Broadcasting • Telecasting
May 27, 1957 • Page 97
EDUCATION
FACILITIES
FOR YOUR PROGRAMS
VIEWERS FOR
YOUR MONEY
SALES
FOR YOUR PRODUCTS
CHANNEL 4
DETROIT
NBC TELEVISION NETWORK
ASSOCIATE AM-FM STATION WWJ
First in Michigan— Owned and
Operated by THE DETROIT NEWS
•
National Representatives
PETERS. GRIFFIN, WOODWARD. INC.
Radio and Television
Stations
are accused of Committing
IJBEL
PIRACY
PLAGIARISM
INVASION OF
PHJVACY
COPYRIGHT
VIOLATION
based upon acts of Station, Staff,
Announcers, Speakers, Performers,
Commentators
You can't predict claims —
BUT YOU CAN
INSURE
effectively against embarrassing loss
by having our unique policy at almost
trifling cost.
WTTW (TV) Raises $200,000
Of Year's Needs, CETA Told
WTTW (TV) Chicago has raised nearly
$200,000 of a needed $312,000 in contribu-
tions for non-commercial, educational televi-
sion operation in the new fiscal year, Edward
L. Ryerson, president of the Chicago Edu-
cational Television Assn., reported last
Tuesday.
Mr. Ryerson, who was re-elected at
CETA's annual meeting, also announced
the station has received FCC approval to
increase operating power from 56 kw to
278 kw, giving it signal strength comparable
to that of Chicago's four commercial tv sta-
tions. CETA, licensee of the station, has
ordered new transmitting equipment from
General Electric Co.
In a report on WTTW's financial status,
community contributions and future pro-
gram plans, Mr. Ryerson noted that its es-
timated budget is $723,000. Over half de-
rived from WTTW's kinescope recording
service and closed circuit productions, pro-
duction contracts with the Educational Tele-
vision and Radio Center, Ann Arbor, Mich.,
and Chicago Board of Education for pro-
gramming costs of Junior College tv courses,
he added.
Mr. Ryerson stated that, while WTTW's
financial base is "sound," it needs "stronger
support to continue the development of this
past year." Further development includes
plans for distribution of WTTW programs
to 25 other non-commercial educational sta-
tions via ETRC and additional college credit
courses. WTTW currently programs 43
hours each week.
Kesten Fellowship Established
ANNUAL fellowship in memory of Paul
W. Kesten, former executive vice president
and later vice chairman of the board of
CBS, has been established at the Harvard
Graduate School of Business Administration
by CBS Foundation Inc., according to Dean
Stanley F. Teele of Harvard Business School
and Ralph F. Colin, president, CBS Founda-
tion. The fellowship will provide an annual
stipend of $2,500 for "an outstanding stu-
dent" who is preparing for a career in the
fields of advertising or marketing. It is of-
fered to a student entering the first year of
the two-year program leading to the degree
of Master of Business Administration.
KVOS Sets Up Radio-Tv Grants
KVOS-AM-TV Bellingham, Wash., has es-
tablished two $100 scholarships in the
School of Communications at the U. of
Washington. KVOS President Rogan Jones
presented the first of these annual scholar-
ships at the school's awards banquet May
8 to John Komen and Benjamin Green, both
juniors in the Communications School.
WDGY Aids KTCA-TV Fund Drive
WDGY Minneapolis-St. Paul, in an effort to
support the campaign for ch. 2 KTCA-TV
— an educational, non-commercial station,
scheduled to service the Twin Cities' area
beginning Sept. 2 — has run a series of
"teaser" announcements, promising news
about "Two Day" (referring to KTCA-TV
and its goal of getting on the air by Sept. 2).
The radio station made it clear that its
only interest in the campaign was to help
popularize educational tv and to assure maxi-
mum private contributions and public sup-
port for the project. "We have no hesita-
tion whatsoever in urging our listeners to be-
come ch. 2 viewers . . . any more than we
would hesitate to urge [them] to attend
school or go to a concert," the station said.
Ford Allocates $986,000
For Public School Tv Project
A GRANT of $986,000 was announced
last Monday by The Fund for the Ad-
vancement of Education (established by-
Ford Foundation) to set up "national pro-
gram in the use of television in the public
schools." Project will take testing of past
two years in Hagerstown, Md.; St. Louis,
Pittsburgh and Chicago and step further by
instituting classroom tv teaching in eight
cities (Atlanta, Cincinati, Detroit, Miami.
Norfolk, Oklahoma City, Philadelphia and
Wichita will take part along with two states.
Oklahoma and Nebraska).
New grant is being made on matching
dollar basis, meaning that cities and states
taking part will commit overall $986,000 in
program. Included is elementary and high
school instruction with tv teaching to begin
next September. Grant announced by-
Fund's Vice President-Director Alvin C.
Eurich, with program to be coordinated for
Fund by Dr. Alexander J. Stoddard (former
school superintendent). Fund has offices at
655 Madison Ave., New York 21.
Jefferson Standard Makes Grants
THE Jefferson Standard Broadcasting Co.
has awarded $2,500 Jefferson Standard
Foundation scholarships to two North Caro-
lina school seniors, William Montgomery
of Charlotte and Kenneth Murphy of
Fayetteville. They will study electrical en-
gineering and creative radio-tv, respectively.
Jefferson Standard, operator of WBT and
WBTV (TV) Charlotte, N. C, and WBTW
(TV) Florence, S. C, has awarded the schol-
arships annually for the past six years.
"Who knows? He might turn out to
be a KRIZ Phoenix personality!"
WRITE FOR DETAILS AND RATES
EMPLOYERS
REINSURANCE
CORPORATION
21 WEST TENTH STREET
KANSAS CITY, MO.
Page 98 • May 27, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
May 16 through May 22
^deLllf°A °Z /iaiL0nS' Cha"rS m exiStm9 Siations- ownership changes, hearing
eases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf very
high frequency, uhf— ultra high frequency ant
—antenna, aur. — aural, vis. — visual, kw— kilo-
watts, w — watt mc — megacycles. D — day N
night. LS — local sunset, mod. — modification
trans.— transmitter, unl.— unlimited hours, kc—
kilocycles. SCA — subsidiary communications au-
thorization. SSA— special service authorization
=>TA — special temporary authorization. * — educ
Am-Fm Summary through May 22
Am
Fm
On
\ir
3.024
540
Appls.
In
icensed
Pend-
Hear-
Cps
ing
ing
3.010
242
369
145
520
49
54
0
Tv Summary through May 22
Total Operating Stations in U. S.:
Commercial
N'oncomm. Education
Vhf
386
18
Uhf Total
89 4751
5 23^
FCC Commercial Station Authorizations
As of February 28, 1 957 *
Licensed (all on air)
Cps on air
Cps not on air
Total authorized
Applications in hearing
New stations requests
New station bids in hearing
Facilities change requests
Total applications pending
Licenses deleted in February
Cps deleted in February
Grants since July 1 1, 7952:
(When FCC began processing applicHiii
Am
Fm
Tv
3.000
513
290
31
16
225
133
23
123
3,164
552
638
119
0
70
303
10
56
67
0
10
146
11
45
900
112
353
0
2
0
0
6
1
y reports. These
Commercial
Noneomm. Educational
after tv freeze)
Vhf
351
Uhf
324
21
Total
67y
482
Applications filed since April 14, 1951
(When FCC began processins apiiliealio
after tv freeze)
<- c&ocuj current since me rCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Commercial 1.085
Xoncomm. Educ. 66
Amend.
337
Vhf
847
37
Uhf
578
28
Total
1,425-
65*
Total i.i5l
337
884
606
1,490-
x176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
3 One applicant did not specify channel.
' Includes 44 already granted.
5 Includes 718 already granted.
New Tv Stations . .
APPLICATION
Aguadilla, P. R. — Winston- Salem Bcstg. Co., vhf
ch. 13 (210-216 mo: ERP 115.9 kw vis.. 63.16 kw
aur.; ant. height above average terrain 2050 ft
above ground 224 ft. Estimated construction
cost S199.319. first year operating cost S120 000
revenue S160.000. P. O. address 300 S. Stratford
Rd.. Winston-Salem. N. C. Studio location Agua-
dilla. Tran. location Municipio De Maricao Geo-
graphic coordinates 18'- 08' 49.5" N. Lat., 66"- 58'
50" W. Long. Trans.-ant. GE. Legal counsel Nor-
man E. Jorgensen. Washington. D. C. Consult-
ing engineer Commercial Radio Equipment Co
Washington. D. C. Winston-Salem, owner WTOB-
AM-TV Winston-Salem, N. C, WOTV (TV)
Richmond. WLOW Norfolk-Portsmouth, all Va
and WSGN-AM-FM Birmingham, Ala., will be
sole owner. Announced May 20.
New Am Stations
APPLICATIONS
Centre. Ala.— Cherokee Bcstg. Co., 990 kc 1
kw D. P. o. address 215 E. Washington St. Sum-
merville. Ala. Estimated construction cost S25 -
OC0. first year operating cost S26.960. revenue
S32.000. Lee Roy Alexander, cafe owner, will be
sole owner. Announced May 17.
Americus, Ga.— Sumter Bests. Co., 1250 kc
oOO w unl. P. O. address 905 Alice St.. Bainbridge'
Ga. Estimated construction cost S12.505 first vear
operating cost S38.500, revenue S45.000. Charles
W. Dowdy, former partner WMGR Bainbridge
and WD\ H Gainesville, Fla., and John A. Dowdy,
owner WNIGR. will be equal partners. Announced
May 20.
Dixon, 111.— Dixon Bcstg. Co., 1460 kc. 500 w D.
P. O. address Box 32, Freeport, 111. Estimated
construction cost 318.000, first vear operating
cost S48.000. revenue 360.000. David H Tavlor
commercial mgr. WFRL Freeport, will be "sole
owner. Announced Mav 17.
Vanceburg. Ky.— Karl Kegley, 1570 kc. 250 w
D. P. O. address Box 268. Vanceburg. Estimated
construction cost S11.233. first vear operating
cost 318.000. revenue 320.800. Mr. Keglev govern-
ment surplus dealer, w-ill be sole owner An-
nounced May 16.
Greenville. Pa. — Greenville Bcstg. Co 920 kc
oOO w D. P. O. address 60 College Ave.. Green-
NATION-WIDE NEGOTIATIONS
EASTERN
COASTAL
INDEPENDENT
$125,000
Prosperous sub-
urb of major
market. Well
equipped. oO^r
down.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
RADIO
MIDWEST
RADIO
& TV
51,600,000
A top radio and
VHF combina-
tion. High earn-
ings. Terms avail-
able.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
TELEVISION
FINANCING
• NEWSPAPER
APPRAISALS
SOUTH
CAROLINA
INDEPENDENT
575,000
Single station in
town of 8.000.
Good potential.
S20.000 down.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
TEXAS
TELEVISION
5255,000
This property
needs a promo-
tion-minded own-
er-manager. Ex-
cellent financing.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
ROCKY
MOUNTAIN
S125,000
Xetwork fulltime
station in single-
station market.
Includes real es-
tate. Terms.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
May 27, 1957 • Page 99
FOR THE RECORD
ville. Estimated construction cost $24,596, first
year operating cost $34,580, revenue $38,000. Equal
partners are Kenneth B. Anderson and Merle
G. Anderson. Kenneth was former employe West-
inghouse Electric Co., Merle is lumber salesman.
Announced May 22.
Existing Am Stations . . .
APPLICATIONS
WEZB Birmingham, Ala. — Seeks cp to change
frequency to 1300 kc, power to 5 kw and install
new trans. Announced May 20.
WLBE Leesburg-Eustis, Fla. — Seeks cp to in-
crease power to 5 kw, change to DA-N. An-
nounced May 22.
WKAN Kankakee, 111. — Seeks cp to change
hours to unl., 500 w N, DA-N. Announced May
21.
WIMS Michigan City, Ind. — Seeks cp to in-
crease power to 5 kw, add DA-2 and change
studio location. Announced May 21.
KJUN Redmond, Ore. — Seeks cp to change
hours to 6 a.m. -8 p.m. daily, 8 a.m. -8 p.m. Sun-
day (May 1 to Sept. 15, 1957) and 6:30 a.m.-8
pm. Monday thru Thursday, 6:30 a.m. -10 p.m.
Friday and Saturday, 9 a.m. -6 p.m. Sunday (Sept.
16, 1957, to April 30, 1958). Announced May 22.
WSOK Nashville, Tenn. — Seeks cp to change
power to 5 kw, change ant.-trans.-studio loca-
tion, install DA-D and decrease ant. height. An-
nounced May 21.
KWEL Midland, Tex. — Seeks cp to change
frequency to 1600 kc. Announced May 21.
Ownership Changes . . .
ACTIONS
WLAY Muscle Shoals, Ala. — Granted transfer
of control of licensee corporation from Gregory
Bcstg. Corp. to John M. Latham, Robert G. Wat-
son and Fred L. Thomas for $69,000. Mr. Latham,
(25%), chief engineer-announcer WLAY, Mr.
Watson (25%), employe WKTM Mayfield, Ky. and
Mr. Thomas (50%), owner WKTM, will be own-
ers. Announced May 16.
KDOO Ridgecrest, Calif. — Granted assignment
of cp from Harold C. Singleton to Tower Bcstg.
Co. for $1,500. Frank E. Heusehkel (45%), liquid
gas interests, Herbert W. Hall (45%), chief en-
gineer KCRE Crescent City, Calif., and Leland
F. Smallwood (10%), radio-tv sales-service in-
terests, will be owners. Announced May 16.
WDBF Delray Beach, Fla. — Granted assign-
ment of license from Delray Bcstg. Corp. to Boca
Raton Bible Conference Grounds Inc., for $56,000.
Will be operated as non-profit religious station.
Announced May 16.
WEAT-AM-TV West Palm Beach, Fla.— Granted
transfer of licensee corporation from RKO Tele-
radio Pictures Inc. to Palm Beach Television
Inc. for $600,000. Bertram Lebhar Jr. (20%), man-
ager of WEAT-AM-TV, and Rand Bcstg. Co.
(80%, ), licensee of WINZ Miami, are Palm Beach
owners. Rand principals include Rex Rand and
Nathaniel J. Klein. Announced May 16.
KCLN Clinton, Iowa — Granted assignment of li-
cense from Mississippi Valley Bcstg. Co. to
Valley Tv & Radio Inc. for $35,000. Wharton H.
Murray (33y3%), partner KCLN, John R. Liv-
ingston (30%), 80% WPEO Peoria, 111., John E.
Pearson (30%). Errett G. Zendt (6%%), officer
WPEO, will be owners. Announced May 16.
KOWH Omaha, Neb. — Granted assignment of li-
cense from Mid-Continent Bcstg. Co. to National
Weekly Inc. for $822,500. William F. Buckley Jr.,
author, uublisher, is principal owner. Announced
May 16."
KTRC Santa Fe, N. M.— Granted assignment of
license from J. Gibbs Spring and Bayne Spring
to Garfield C. Packard for $50,000. Mr. Packard,
former 33V3% owner KICA-AM-TV Clovis, N. M.,
will be sole owner. Announced May 16.
KSTB Breckenridge, Tex. — Granted assignment
of license from Radio Breckenridge to Hugh M.
McBeath for $50,000. Mr. McBeath. chief engineer
KXOL Fort Worth, Tex., will be sole owner. An-
nounced May 16.
APPLICATIONS
KPIN Casa Grande, Ariz. — Seeks assignment of
license from ABC Service Co. to Pinal County
Bcstg. Service for $35,000. Equal partners are
John W. Parham, real estate interests, and
David A. Garbe, loan company executive. An-
nounced May 21.
WGGG Gainesville, Fla. — Seeks assignment of
license from Alachua County Bcstg. Co. to
Thompson K. Casscl for $100,000. Mr. Cassel
owns 35% WTVE Elmira, N. Y.; 25.85% WCHA-
AM-FM Chambersburg, Pa.; 16.6% WOND
Pleasantville, N. J.; 14.285% WDBF Delray Beach,
Fla.; 52%, WTKO Ithaca, N. Y.; 33.3% WBRK
Berwick, Pa.; 100% WATS Sayre, Pa. Announced
May 21.
WHIY Orlando, Fla. — Seeks negative control by
Gordon Sherman and Melvin Feldman through
purchase of stock (25%) from Emil J. Arnold for
$4,000. Mr. Arnold will own 25% and Messrs.
Feldman and Sherman 25% each. Announced
May 22.
KFXD Nampa, Idaho — Seeks assignment of li-
cense from Frank E. Hurt & Son Inc. to E. G.
Wenrick Bcstg. Co. for $277,000. E. G. Wenrick
(51%), stockholder KBOE Oskaloosa, Iowa, and
Kenneth Kilmer (49% ). manager KFXD, will be
owners. Announced May 21.
K JAY Topeka, Kan. — Seeks transfer of control
of licensee corporation from Robert and Jeanne
Rohrs to Dale S. Helmers, Edwin V. Schulz,
Joseph W. McCoskrie and D. W. Overton for
$62,500. Mr. Helmers (53.8%), account executive
KMBC, KFRM-FM Kansas City, Mr. McCoskrie
(30.8%), banker, and Mr. Overton (15.4%), at-
torney, wnl be owners. Announced May 21.
KOD Y North Platte, Neb. — Seeks assignment of
license from Radio Station KODY to KODY Inc.
for $210,000. Judith S. Scofield (50%), insurance
broker. Hartley L. Samuels (25%), account exec-
utive WINS New York, owner WDLB-AM-FM
Marshfield, Wis. and Margery S. Samuels, house-
wif?, will be owners. Announced May 17.
WCDJ Edenton, N. C. — Seeks transfer of con-
trol of licensee corooration from Ray A. Childers
to E. M. Schuman and family for $8,500. Mr.
Schuman is pres;mt stockholder in station. An-
nounced M?y 21.
WJGD Columbia, Tenn. — Seeks acquisition of
negative control by Francis E. and Sara G.
Whitaker and H. F. and Edna McKee through
purchase of stock (33%%) from Jack G. Dunn
for $12,000. Messrs. McKee and Whitaker are
present 33V3% owners. The McKee's and
Whitaker's will hold negative control as family
groups. Mr. McKee is owner of WAPG Arcadia,
Fla. Announced May 16.
W1NA-AM-FM Charlottesville, Va. and WJMA
Orange, Va. — Seek assignment of license to
Charlottesville Bcstg. Co. Corporate change. No
change of control. Announced May 17.
Hearing Cases . . .
INITIAL DECISIONS
Hearing Examiner J. D. Bond issued an initial
decision looking toward grant of application of
Lawrence M. C. Smith, for new am on 900 kc,
1 kw D. DA, in Philadelphia, Pa.
Hearing Examiner Thomas H. Donahue issued
an initial decision looking toward grant of appli-
cation of Ponce Tv Partnership for new tv
on ch. 7 in Ponce, P. R.
Hearing Examiner Charles J. Frederick issued
an initial decision looking toward grant of ap-
plication of Leo Joseph Theriot for cp to in-
crease power of KLFT Golden Meadow. La., from
500 w to 1 kw, operating on 1600 kc, D, and dis-
missal of White Castle, La., as party to proceed-
ing.
Other Actions . . .
BROADCAST ACTIONS
By the Commission
On request by WPFH Broadcasting Co., grant-
ed suspension of May 8 stay of grant of applica-
tion to change trans, location of WPFH (TV)
Wilmington, Del.; suspension is for period of 30
days from May 14, or until completion of erec-
tion of tower which, applicant stated, if permitted
to remain in present condition, would constitute
hazard to public safety. Commissioner Doerfer
absent.
KEYZ Williston, N. D.— Granted change of fa-
cilities from 1450 kc, 250 w, Unl., to 13S0 kc, 5 kw,
DA-N, unl.
Duane F. McConnell Lakeland, Fla. — Is being
advised that application for > " on 1360 kc,
1 kw, DA-D, indicates nece: j.,
OK Broadcasting Co., Mobile, Ala. and E. O.
Roden & Associates, Gulfport, Miss. — Designated
for consolidated hearing applications for new
am on 900 kc, 1 kw, DA-D.
Russell G. Salter, Dixon, 111. — Designated for
hearing application for new am on 1460 kc. 500 w,
D; made WRAC Racine, Wis., and WKEI Ke-
wanee, 111., parties to proceeding.
Clark County Broadcasting Co., Northside
Broadcasting Co., Southeastern Indiana Broad-
casters Inc., Jeffersonville, Ind. — Designated for
consolidated hearing applications for new am on
1450 kc, unl. — Clark County and Northside with
250 w, and Southeastern 100 w; this order super-
sedes order of Jan. 17 designating for hearing
applications of Clark County and Northside, with
respect to issues only.
KACT Andrews, Texas — Designated for hearing
application for increase in power from 500 w
to 1 kw, 1360 kc, D; made KRAY Amarillo, party
to proceeding.
The following stations were granted renewal of
licenses: WABY Albany, N. Y.; WALK Patchogue,
N. Y.; WALL Middletown, N. Y.; WCBS New
York, N. Y. ; WCHN Norwich, N. Y.; WFAS
White Plains, N. Y.; WHLI Hempstead, N. Y.;
WIBX Utica, N. Y.; WINR Binghamton, N. Y.;
WIRY Plattsburgh, N. Y.; WJLK Asbury
Park, N. J.; WJOC Jamestown, N. Y.; WJTN
Jamestown, N. Y.; WKAL Rome, N. Y.; WONG
Oneida, N. Y.; WRUN Utica, N. Y.; WALK-FM
Patchogue. N. Y.; WBAI (FM) New York, N. Y.;
WCBS-FM New York, N. Y.; WFAS-FM White
Plains, N. Y.; WHLI-FM Hempstead, N. Y.,
WHOM-FM, New York. N. Y.; WJLK-FM Asbury
Pa^rk, N. J.; WJTN-FM Jamestown, N. Y.
TV RULE MAKING FINALIZED
The FCC finalized rule making and amended
the tv table of assignments by adding ch. 12 to
Lamar, Colo., effective June 20. Commissioners
Doerfer and Lee absent.
The FCC finalized rule making and substituted
ch. 29 for ch. 59 in Buffalo-Niagara Falls, N. Y.,
effective June 20; ordered that outstanding cp of
Frontier Television Inc., for operation of WNYT-
TV be modified to specify operation on ch. 29 in
lieu of ch. 59. effective June 20, and that Frontier
should submit all necessary information to the
Commission by June 3. for preparation of engi-
neering specifications to cover operation of
WNYT-TV on ch. 29. Commissioners Doerfer and
Lee absent.
TV RULE MAKING PROCEEDING
TERMINATED
The FCC denied petition by Aaron B. Robin-
son, Jackson, Term., to assign ch. 11 to St. Joseph,
Tenn.. and terminated rule making proceding
which had been initiated by petitions by Robin-
son and Gregory Broadcasting Co., Muscle Shoals,
Ala., to add ch. 11 to St. Joseph for commercial
use by substituting ch. *49 for ch. *11 now as-
signed Lexington, Tenn., for educational use.
TV RULE MAKING PETITIONS DENIED
The FCC denied the following petitions for
changes in the tv table of assignments:
WTVK, ch. 25. Knoxville, Tenn. to delete ch.
7 from Spartanburg, S. C, and assign it to both
Knoxville and either Columbia, S. C, or Augusta,
Ga.; also for abandonment or waiver of mileage
separation requirements. Commr. Bartley dis-
sented and issued statement; Commr. Lee dis-
sented; Commr. Doerfer absent.
WNAO(TV) ch. 28, Raleigh, N. C. to delete
ch. 5 from Raleigh, assign it to Rocky Mount
in lieu of its present ch. 50, add latter to
Raleigh for educational use, make ch. 22, now
reserved for educational use in Raleigh, avail-
able for commercial use there and add ch. 44
also to Raleigh. Commr. Bartley concurred and
issued statement; Commrs. Doerfer and Lee
absent.
Philiusburg-Clearfield Television to assign ch.
3 to Clearfield, Pa. Commr. Bartley dissented;
Commr. Doerfer absent.
ACTION ON MOTIONS
By Commissioner T. A. M. Craven
Broadcast Bureau — Granted petition for an ex-
tension of time to May 20 to file reply to
petition for enlargement of issues filed by Charles
Broadcasting • Telecasting
Swafltiiern Independent
m.i.ooo.oo
Best technical facility in unusually good gross area.
Good asset picture. Liberal terms to owner-manager.
NEGOTIATIONS • FINANCING • APPRAISALS
Blackburn f& Company
WASHINGTON, D. C. ATLANTA
James W. Blackburn Clifford B. Marshall
Jack V. Harvey Stanley Whitaker
Washington Building Healey Building
STerling 3-4341 Jackson 5-1576
mm® y " - ' '-
Page 100 • May 27, 1957
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
xecutive Offices
•35 De Sales St., N. W. ME. 8-5411
ffices and Laboratories
1339 Wisconsin Ave., N. W.
ashington, D. C. ADams 4-2414
Member AFCCE *
JAMES C. McNARY
Consulting Engineer
National Press BIdg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Minsey BIdg. STerling 3-0111
Washington 4, D. C.
Member AFCCE *
ommercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
|lTERN*T,rtM" ~ Ol. 7-1319
Amj uivii| u. C.
O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member A FCCE *
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania BIdg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner BIdg. National 8-7757
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
RUSSELL P. MAY
1 14th St., N. W. Sheraton BIdg.
pshington 5, D. C. REpublic 7-3984
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications BIdg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart BIdg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE *
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
ROBERT M. SSLLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE *
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
!EO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
10 Eye St., N.W., Washington, D. C.
icutive 3-1230 Executive 3-5851
Member AFCCE*
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
WELLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
,
...
JOHN B. HEFFELFINGER
Jl Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
Vcsrsdivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans BIdg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Da:!as 6, Texas
1 VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
1, Mountain and Plain Terrain
6 S. Kearney Skyline 6-1603
Denver 22, Colorado
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
RALPH J.BST2ER, Consulting Engineer
Suite 298, Arcade BIdg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
1 ■ SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
:ULL TIME SERVICE FOR AM-FM-TV
3. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS— Specialists in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants."
Norwood J. Patterson, Owner
1111 Market Street, San Francisco, Calif.
MArket 1-8171
Broadcasting • Telecasting
May 27. 1957 • Page 101
FOR THE RECORD
OLORCAST 8 N0
The Next 1 0 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Colorcasting cancelled for summer.
NBC-TV
May 27-31, June 3-5 (1:30-2:30 p.m.)
Club 60, participating sponsors.
May 27-31, June 3, 4 (3-4 p.m.)
Matinee Theatre, participating spon-
sors.
May 27, June 3 (9:30-10:30 p.m.)
Robert Montgomery Presents, S. C.
Johnson & Son through Needham,
Louis & Brorby and Mennen Co.
through Grey Adv.
May 27 (8-9:30 p.m.) Producer's
Showcase , RCA and Whirlpool
through Kenyon & Eckhardt and John
Hancock Mutual Life Insurance Co.
through McCann-Erickson.
May 28 (8-8:30 p.m.) Arthur Murray
Party, Speidel through Norman, Craig
& Kummel and Purex through Ed-
ward H. Weiss & Co.
May 29, June 5 (8-8:30 p.m.) Mas-
querade Party, participating sponsors.
May 29, June 5 (9-10 p.m.) Kraft
Television Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
May 30 (10-11 p.m.) Lux Video The-
atre, Lever Bros, through J. Walter
Thompson Co.
May 31 (8:30-9 p.m.) Life of Riley,
Gulf through Young & Rubicam.
June 1 (8-9 p.m.) Perry Como Show,
participating sponsors.
June 2 (9-10 p.m.) Chevy Show,
Chevrolet through Campbell-Ewald.
June 3 (8-8:30 p.m.) Adventures of
Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan, Stauffer, Colwell &
Bayles.
June 4 (9-10 p.m.) Washington
Square, Helene Curtis through Earle
Ludgin and Royal-McBee Corp.
through Young & Rubicam.
R. Bramlett, Torrance, Calif., in proceeding on
his am application, et al.
By Hearing Examiner Millard F. French
WBEL Beloit, Wis.— Granted motion for leave
to amend its am application to change the pro-
posed station location from Beloit, Wis., to South
Beloit, 111., and the application as amended, is
removed from hearing status.
PETITION
KBAS-TV Ephrata, Wash. — Petition request-
ing the institution of rule making proceedings so
as to make the following changes: (1) Add ch.
16 to Ephrata; (2) delete ch 16 from Port An-
geles, Wash, and add ch. 16 (Offset only) to
same; (3) delete ch. 31 from Richland, Wash,
and add ch. 25 to same; and (4) delete ch. 25 from
Kennewick, Wash, and add ch. 31 to same.
By Presiding Officer James D. Cunningham
Denied motions by seven respondent television
program producers and distributors to quash
subpoenas duces tecum issued them on April 23,
and ordered resumption of hearing in the matter
of study of radio and television network broad-
casting on May 27, at 10:00 a.m., in the Federal
Courthouse, Foley Square, New York City, at
which time the respondents under subpoena will
appear in person and produce the books,
papers and documents specified in the subpoenas.
Commission Instruction
The FCC on May 15 directed preparation of a
document looking toward assigning ch. 10 (as a
"drop-in") to Tampa-St. Petersburg, Fla.
NARBA . . .
List of changes, proposed changes, and correc-
tions in assignment of Canadian broadcast sta-
tions modifying appendix containing assignments
of Canadian broadcast stations (Mimeograph
47214-3) attached to the recommendations of the
North American Regional Broadcasting Agree-
ment Engineering Meeting, January 30, 1941.
Canadian Change List # 111 April 12, 1957
550 kc
Sudbury, Ont.— 1 kw ND D, Class III, 3-15-57.
570 kc
Cranbrook, B. C— 1 kw DA-1. unl.. Class III.
3-15-57.
610 kc
Elliot Lake, Ont.— 1 kw ND D, Class III, 3-15-
57.
710 kc
CJSP Leamington, Ont.— 1 kw DA D, Class II.
3-15-57 (PO: 710 kc 250 w DA-1).
810 kc
Saanich, B. C— 1 kw ND D, Class II, 3-15-57.
850 Kc
CKVL Verdun, P. Q.— 10 kw N 50 kw D DA-2,
unl., Class II 3-15-57 (PO: 850 kc 10 kw DA-2).
1050 kc
CFGP Grande Prairie, Alta. 10 kw DA-2 unl.,
Class II, 3-15-57 (PO: 1050 kc 5 kw DA-1).
1150 kc
CKX Brandon, Man.— 5 kw D 1 kw N ND, unl.,
Class III 3-15-57 (PO: 1150 kw 1 kw ND).
1220 kc
CKDA Victoria, B. C— 10 kw DA-1, unl. Class II,
3-15-57 (PO: 1280 kc 5 kw DA-1).
1320 kc
Kitchener-Waterloo, Ont.— 1 kw DA-2, unl.,
Class III, 3-15-57.
1420 kc
CJMT Chicoutimi, P. Q.— 5 kw DA-1 unl., Class
III, 3-15-57 (PO: 1450 kc 250 w ND).
1*70 kc
CHUB Nanaimo, B. C— 10 kw DA-N unl., Class
II, 3-15-57 (PO: 1570 kc 1 kw DA-1).
Notification of new Cuban radio stations, and
of changes, modification and deletions of existing
stations, in accordance with Part III, Section F
of the North American Regional Broadcasting
Agreement Washington, D. C. 1950.
Cuban Change List No. 1 April 8, 1957
1020 kc
CMHS Caibarien, Las Villas— 100 w ND unl..
Class II Provisional assignment.
1580 kc
CMOS Holguin, Oriente— 250 w ND unl., Class
II Now in operation.
Routine Roundup . . .
BROADCAST ACTIONS
Broadcast Bureau
Actions of May 17
WQOK Greenville, S. C— Granted mod. of li-
cense to change name to Speidel-Fisher Broad-
casting Corp. of Greenville.
WDOE Dunkirk, N. Y. — Granted mod. of li-
cense to change name to Lake Shore Broadcast-
ing Co.
WEZB Homewood, Ala. — Granted cp to change
ant. -trans, location to adjoining Birmingham
Southern College, Birmingham, Ala., and make
changes in ant. and ground systems.
KIMA-TV Yakima, Wash.— Granted cp to
change ERP to vis. 105 kw, aur. 52.5 kw, and
make minor ant. and equipment changes; ant.
970 ft.
KNTV (TV) San Jose, Calif. — Granted cp to
change ERP to vis. 26.3 kw, aur. 15.8 kw, specify
studio location, change type trans, and make ant.
and other equipment changes.
KBMB-TV Bismarck, N. D.— Granted mod. of
cp to change ERP to vis. 89.1 kw, aur. 44.7 kw,
install new ant. system and make other equip-
ment changes; ant. 400 ft.
KCJB-TV Minot, N. D.— Granted mod. of cp
to change ERP to vis. 205 kw, aur. 103 kw, anten-
na 1120 ft., make changes in ant. system and re-
describe trans, location.
The following were granted extensions of com-
pletion dates as shown: WPRO-TV Providence,
R. I., to 6-30; KVGN Fairbanks, Alaska, to 9-1.
Actions of May 16
WLWA Atlanta, Ga. — Granted extension of
completion date to 12-10.
Actions of May 15
Granted licenses for the following tv stations:
KGEO-TV Enid, Okla.; WSOC-TV Charlotte,
N. C; KOSA-TV Odessa, Texas, KTRE-TV Luf-
kin, Texas; KFBC-TV Cheyenne, Wyo.; KHBC-
TV Hilo, Hawaii; KMAU-TV WaUuku, Hawaii.
WTWO (TV) Bangor, Maine— Granted mod. of
cp to change ERP to vis. 36.3 kw, aur. 18.6 kw,
change in description of trans, location and make
minor equipment changes.
WINR-TV Binghamton, N. Y. — Granted mod. of
cp to change ERP to vis. 589 kw, aur. 295 kw,
install new trans, and directional ant. system
and make other equipment changes.
KTVC (TV) Ensign, Kans.— Granted mod. of cp
to change ERP to vis. 28.2 kw, aur. 14.1 kw,
change type of trans, and ant. and make other
equipment changes: antenna 720 ft.
The following were granted extensions of com-
pletion dates as shown: KIEM-TV Eureka, Calif.,
to 11-1; KSAY San Francisco, Calif., to 7-1.
May 16 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates: KDOO Ridgecrest, Calif., WSLA (TV)
Selma, Ala., WLWA (TV) Atlanta, Ga.
May 17 Applications
ACCEPTED FOR FILING
Modification of Cp
Following seek mod. of cp to extend comple-
tion dates: WHP-TV Harrisburg, Pa., WPRO-TV
Providence, R. I.
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
CHICAGO
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-6760
Page 102 • May 27, 1957
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
RADIO RADIO RADIO
Help Wanted
Management
Growing eastern chain needs assistant managers
immediately. Prefer someone who is presently a
chief announcer, program director or salesman
with announcing background. All applicants
must be married, must have car, must be willing
to locate permanently in a growing organization.
Excellent salary and bonus arrangement. Promo-
tion to manager assured eventually. Send tape,
resume and photo to Box 590G, B-T.
General manager wanted for metropolitan mar-
ket. Must have sound sales experience in smaller
market. Ambitious for advancement. Write Box
761G, B-T.
Sales manager. Boston independent. Excellent
opportunity and future for good man. Box 823G.
B-T.
Sales manager, Ohio major independent, com-
petitive market has right spot for good producer.
Box 829G. B-T.
Commercial manager, announcing, spot produc-
tion. New small market station. Floyd Jeter.
Walsenburg, Colorado.
Sales
Account executive wanted by top-Florida net-
work station. This is an ideal opportunity for
two hard-hitting sales executives who want to
make money in a major market. Send full in-
formation, picture to Box 487G, B-T.
If you are between 25 and 30 with a year's sales
experience. We have an unusual opportunity to
insure vour present and future. Unique chance.
Write Box 735G, B-T.
Salesman for solid producer, excellent future,
good salary plus commission. Major New England
independent. Box 830G. B-T.
Experienced salesman, can earn S100 and up per
week, salary dIus 15^, must be a go-getter.
Dependable. Send full qualifications, or call
WAFC, Staunton, Virginia.
Wonderful opportunity for announcers with fun-
damental broadcast experience. Favorable work-
ing conditions. Send tape, photo and resume to
Radio Station WARK. CBS. Hagerstown, Mary-
land.
Excellent opportunity for two real radio salesmen
for a 1000 watt station in Taylorville, IlUnois. Two
of our men have been transferred to our 5k\v
operation in Miami, Florida. Organization has
east coast 50.000 watt and midwest tv pending
FCC action. S100.00 salary per week plus 5^
commission. Send replies to Roger Mover, WTIM,
Taylorville. Illinois. No telephone calls please!
Announcers
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 599G. B-T.
Wisconsin news, music station wants first ticket
combo man. Box 716G, B-T.
Illinois growing small market daytimer needs
good announcer. S80.00 for 44 hours to experi-
enced man. Less to hard working capable trained
beginner. Profit sharing plan, vacation. Box 771G,
B-T.
Girl disc jockey. Must have personality and abil-
ity. Air and other work in station. Box 778G, B-T,
Continuity writer for large independent station.
Excellent salary. Box 779G. B-T.
Help Wanted— (Cont'd)
Announcers
Announcer with first phone, southwestern day-
timer. Growth opportunity. Box 786G, B-T.
Top pay for PD-morning man with sell-ability.
Must be able to handle personnel, program in-
dependent kilowatt going to 5. Experience re-
quired. Fishing, golf, winter sports area, in
Northeast. All replies confidential. Send tape, re-
sume to Box 804G, B-T.
Job with a future for qualified staff announcer
with several years deejay experience Illinois kil-
owatt independent. News writing ability help-
ful. Liberal bonus, other fringe benefits, personal
interview necessary. List age, education, experi-
ence in detailed resume. Box 822G, B-T.
If you have a first class license, a good voice,
like to work, enjoy eating and dressing well,
want to live in one of the nation's outstanding
recreational areas, and are looking for a real
opportunity with a growing company, rush let-
ter, tape and photo to Dick Vick. KGEZ-AM-
TV, Kalispell, Montana.
• DEADLINE: Undisplayed — Monday-
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 20c per
word
S2.00 minimum
• HELP WANTED 25d per word
$2.00 minimum
• All other classifications 30c per word
S4.00 minimum
• DISPLAY ads S15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting ■ Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Immediate opening top 5 kilowatt clear channel
indie. About S6.500. Fast pace deejay and news,
hard commercial sell. Also help produce copy
and spots. Send tape, photo and all data. Suggest
wire or phone Alan Torbet, Station KRAK, Stock-
ton, California.
50 KW CBS station offers good pay, good hours
for staff work to mature sounding experienced
announcer. Send tape, photo and background to
Frank Page, KWKH, Shreveport, La.
Montana. Glendive. Experienced radio announcer,
preferably 1st phone. New downtown radio-tele-
vision facilities. Write details, salary needed.
Dan Palen, Manager. KXGN.
Tampa's leading radio station needs a top per-
sonality DJ. Up-tempo, enthusiastic, sincere!
Must be production-conscious — not afraid of work
with a future, with Tampa's most influential radio
station — Radio Tampa — WALT. Send audition,
background and photo to WALT, Tampa, Florida.
Good opening with good future for the right
men. Solid background in radio plus voice and
ability. Send tape, resume, photo to Reid G.
Chapman, WANE-Radio. Fort Wayne, Indiana.
Announcer with first phone, emphasis on an-
nouncing. Immediate ODening. Contact Dan Grif-
fin. WBIG. Greensboro", N. C.
Help Wanted— (Cont'd)
Announcers
Staff announcer. We need another man with a
few years experience. Pleasant living conditions,
congenial staff. Must read news with authority,
operate board. Salary open. Contact G. P. Rich-
ards, WCEM, Cambridge, Maryland.
Immediate opening for good "rock 'n roll" an-
nouncer. Salary open. Must have tape, letter, pic-
ture at once. Radio Station WDOL, Box 429,
Athens, Georgia.
Top DJ's — position now available with music sta-
tion. Send tape, photo and resume to WDVH,
Gainesville. Florida.
Account executive for music-news, guarantee
S125.00 per week (not draw) or 15 percent which-
ever is greater. No ceiling on earnings. Top
Pulse station. No restricted list. Easy to make
S12.000 second year. Send full information to
WLLY, Richmond, Virginia.
First phone announcer wanted. Salary excellent,
good station, nice town for family man, call
W. H. Wren, WLSD, Big Stone Gap, Virginia.
Illinois — WSMI, Litchfield, seeks experienced,
stable announcer. New building, air conditioned.
Midwestener preferred. Send tape, resume.
WTAC. Flint's (Michigan's second market) num-
ber one rated station, wants a fast paced DJ
immediately— do news and hard sell commercials.
Send full ' resume and tape. (Tape returned
promptly.) Attention: Dick Kline. WTAC, The
Big Station Inc., P. O. Box 929. Flint, Michigan.
Technical
Two first class engineers, no announcing. Excel-
lent working conditions. Salary- commensurate
with experience. Permanent positions. Immediate
opening. Central Pennsylvania. Box 626G, B-T.
Engineer to cover several states, installing and
servicing specialized audio devices. Good salary-
plus expenses. Transportation supplies. Applica-
tion should include list of experiences and ref-
erences. Personal snapshot must be included (not
returnable). Box 775G. B-T.
Engineer wanted: Combo, engineer and an-
nouncer. Job immediately. Prefer family man.
Send photo, qualifications, east Texas station.
Box 802G. B-T.
First phone combination. Technical and announc-
ing. Pioneer Oregon station going to 5 kw within
month. Modern transmitter building, finest equip-
ment. Prefer western man. Permanent, good
salary. Ideal living. Must have experience. KBND.
Bend, Oregon.
Wanted immediately — combination engineer-
announcer must have a first class ticket. Good
salary. Send your tape and data to L. Lansing,
WBRV Radio, Boonville, New York.
Engineer. S60 . 40 hours. Experience unnecessary.
WGTC. Greenville, N. C.
Engineer with first-class license. Radio and tv
experience. Paid hospitalization and insurance.
Union scale. Give full resume first letter, enclose
recent snapshot. Write Chief Engineer. Radio Sta-
tion. WJEF. Pantlind Hotel, Grand Rapids, Mich-
igan.
Excellent opportunity for engineer-announcer.
1 kw daytimer. Good pay and working conditions.
40 hours. Contact WTUX Wilmington. Delaivare.
Program m ing-Production . Oth ers
Radio continuity director for midwest stati
Prefer woman. Salary and working conditions
good. Aggressive operation with good future.
Send resume and photo. Box 711G. B-T.
Radio copywriter wanted by top southwestern
station. Must be professional. Box 753G. B-T.
. * WW fx 1 I M mL MB m m WW ¥ ¥ best bet in getting top-flight personnel
Broadcasting • Telecasting
May 27, 1957 • Page 103
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Program ming-Proditction, Others
Experienced copywriter for Texas 1 kw daytimer
Send full details and sample copy first letter.
KFRD, Rosenberg, Texas.
Young woman continuity writer. Immediate
opening, qualified by experience or college train-
ing in journalism or radio speech, write adver-
tising copy. Fulltime, must be proficient typist.
Personal interview required. WKAN, Kankakee,
Illinois, 36633.
Radio continuity writer. Capable woman with
some experience writing radio copy. Address
Program Director, WOC-Radio, Davenport, Iowa.
Include copy samples, snapshot and experience
resume.
Girl to handle traffic and some correspondence.
Excellent pay to the right girl. WPAQ. Mt. Airy,
N. C.
Program director — office manager — top metro-
politan independent. No announcing — 24-34 — ex-
perienced copy-traffic — production. Present man
promoted. Top salary — tough challenging position.
Write or call for immediate interview. William
Anderson. Box 2667 — telephone 5-6868 — Jackson,
Mississippi.
Situations Wanted
Management
General manager, age 32. Primarily a salesman,
with energy and know-how to build business and
a competent sales force. Good with personnel and
programming. Box 701G. B'T.
Young assistant manager desires chance to man-
age. Now employed at number 1 station in metro-
politan market. Experienced all phases. 1st class
license. Family man. Current salary $7,200. Box
757G, B'T.
Is your station sick ! Perhaps I am the doctor.
Young, aggressive, experienced manager now
available. Present station sold. If you are look-
ing for dollar volume I am your man. Box 786G,
B'T.
Husband and wife team. If you want a swingin',
money-makin' music and news operation "Gal
Friday" and myself will do it. Ten years experi-
ence in all phases of the business, a portion of
that with the most well-known independent
operation going. 36 years old and want to make
us all more money. Box 791G, B'T.
Sales
Experienced salesman, sales manager, loves chal-
lenge. Broad experience sales . . . other phases
radio and tv. West, or Florida. Box 772G, B'T.
Salesman — announcer or straight sales, 27. 6 years
experience, all phases, currently commercial man-
ager of kw past three years. Am seeking greater
opportunity to prove potential. Box 773G, B'T.
Situations Wanted — (Cont'd)
Sales
Young, aggressive, experienced commercial man-
ager now available, 18 years experience. Capable
of total management all phases of operation.
Strong on sales and production. Lets make
money together. Box 797G. B'T.
Radio salesman with 8 years experience in 5,000
watt station seeking position as sales manager or
station manager in Indiana. Ohio or Illinois.
Box 801G, B»T.
Hardworking, imaginative salesman who can
double as PD, announcer. Excellent experience
record. Prefer Texas, Arizona, New Mexico. Box
811G, B'T.
Salesman - announcer experienced, promotion
minded, excellent voice, reliable, available im-
mediately. Box 827G, B'T.
Seeking permanency in competitive market.
Sales-first phone-announcing-college-experienced
south or Texas . . . Ben Louden, 105 South Main,
Sylacauga, Alabama. Phone 2-7181.
Announcers
Personality-DJ — strong commercials, gimmicks,
etc., run own board. Steady, eager to please. Go
anywhere. Box 523G, B-T.
Girl-personality, DJ, run own board, eager to
please. Free to travel. Gimmicks and sales. Box
524G, B»T.
Negro DJ, versatile, all phases. Good board opera-
tor, travel. Box 572G, B'T.
Announcer: Experienced play-by-play. Newsman.
Top 40 deejay. Married. Advancement wanted.
Box 669G, B'T.
Play-by-play, staff, 3 years experience. Northeast
or midwest. $80 minimum, air check. Box 720G,
B'T.
DJ, experienced . . . married, draft exempt. If
you want an audience sold and entertained . . .
try me . . . available now. Box 721G, B'T.
Smooth, aggressive deejay. Emphasis on produc-
tion— know music. Hard punch commercials. Air
tape and best references. Answer all American
and east Canadian replies. Box 731G, B'T.
Staff announcer, local news, copywriter, all
phases. 10 years experience. Currently employed
Buffalo. References. Strong on news. Every re-
ply considered. Tape available. Box 770G, B'T.
DJ, experienced, pep commercials, knows music,
programs move, family. Box 780G, B'T.
1st phone, 6 years tv and broadcast: V/2 years as
chief, college EE, and night school. 5 years elec-
tronics, non-drinker, permanent only. Box 781G,
B'T.
DJ-announcer, flexible personality, recent radio
school grad. interesting program ideas, fine voice
quality. Box 784G, B'T. "
Family man. 27. College background. 5 years pro-
duction announcing. Common sense DJ. Strong
standard pops, country. No rock 'n roll. Top
sports. Permanent position desired with oppor-
tunity to double tv preferred. Currently em-
ployed retail sales Miami. Salary open. Prefer
south. Box 785G. B'T.
Student available for summer. Experienced —
large, eastern, metropolitan, network affiliated
station. First phone. Some announcing. Box 790G,
B'T.
Staff announccr-presently employed south. Wish
to relocate northeast. One year experience.
Smooth DJ-strong news, commercials. Tapes, re-
sume on request. Box 792G, B'T.
Summer replacement announcer — experienced,
dependable, mature, taught broadcasting, pro-
duction. Copywriter. Box 795G, B'T.
Combination morning man-salesman. 18 years in
business, loaded with ideas on how to make your
station money. Minimum $100. Guarantee against
commission. Box 798G, B'T.
I am a young, experienced hillbilly DJ who wants
work with a small station. Have a good audience
now but want to change address. For tape, etc.
write Box 807G. B'T.
Sports-director. Play-by-play. Sports show. Five
years experience. Radio-TV combination. Tape.
Box 809G, B'T.
Announcer, first phone. Five years experience.
$100. Forty hours. Box 819G. B'T.
Situations Wanted — (Cont'd )
Announcers
Desire sport-special events, 15 years experience
both AM-TV. Box 826G, B'T.
Mature announcer . . . news . . . rewrite . . .
etc. Hack Corby, 800 Schumacher Drive, Los An-
geles 48. WEbster 1-5615.
Beginner announcer, 29. married, will travel.
Seeking permanent fulltime announcing position.
Dale Cullen, R 1, Box 190, Elkhorn, Wisconsin.
Combo, experienced 1st phone, ham, college
grad., married, locate anywhere. Ken Orchard,
43 North Halstead Street, Pasadena, California.
Staff announcer seeking advancement. Presently
employed . . . Mutual affiliate. Originally from
Chicago area . . . prefer that locality, but will
take good offer elsewhere. Awarded for broad-
casting during disaster. Relaxed, easy-going per-
sonality DJ. Excellent on news and commercial
copy. Send replies to George Ryan, 203V2 Scott
Avenue, Pikeville, Ky. Phone 1711 (call during
day).
DJ, experienced. Variety man, strong on news,
good pitchman-salesman. 737 11th Street, N. W.,
Washington, D. C.
Technical
Chief engineer. Washington, D. C, vicinity (Mary-
land, Virginia or West Virginia). Twenty years
experience am-fm and tv including color, both
network center and smaller stations. Graduate
engineer. Extensive administrative experience.
Box 576G. B'T.
First phone engineer. Maintenance experience.
Want position offering advancement opportuni-
ties. Box 774G, B'T.
1st phone, announcing school graduate, beginner,
no car, $75. Berkshire 7-6721 after 6:00 p.m. Walter
Piasecki, 2219 N. Parkside, Chicago.
Programming-Production, Others
Newsman — all phases. Ten years radio experience.
Tape and copy on request. Box 776G, B'T.
Woman copywriter and announcer desires posi-
tion. Radio school graduate, plus ample experi-
ence. Presently employed. Box 799G, B'T.
Summer employment needed by idea girl, ex-
perienced in traffic, copy writing, announcing
and running board. Box 803G, B'T.
Program director, able to handle operations, also
announce and direct. Box 806G, B'T.
Program director, experienced in compiling lo-
cal newscasts. Have been successful at selling
radio time. Prefer medium or small market, south
or southwest. Box 810G, B'T.
Present continuity director, announcer with some
TV experience desires permanency, future. Pref-
erably midwest. Run own board. Family man,
college graduate. Box 812G, B-T.
Continuity; fast, efficient, versatile woman writ-
er. Excellent references. 11 years experience
radio-television. Available immediately. Box
813G. B'T.
Experienced program man wishes to relocate in
southeast. Box 821G, B'T.
Production manager-program director, co-ordi-
nator. 12 years radio-television. On the ball.
Employed, references. $175.00 week, minimum.
Box 832G, B'T.
TELEVISION
Help Wanted
Management
Sales manager with energy and ideas can go far
in this job with vhf in rich southwest market.
Box 749G, B'T.
Right hand man to assist manager of south-
western vhf. Must be capable of taking active
part in sales, production, programming and pro-
motion, and directing station staff. Excellent
opportunity for qualified man seeking advance-
ment. Give all details including experience and
present salary. Box 788G, B'T.
Sales
Hard-working commercial manager for estab-
lished vhf station in one of Texas' fastest grow-
ing markets. Box 750G, B'T.
FIELD
REPRESENTATIVE
National industry organization has
immediate opening for Field Man
to handle member and prospective
member contact work. Radio and/
or TV sales experience desirable.
Nearly fulltime travel by own car,
mostly Northeastern USA. Salary
and expenses. Send complete re-
sume and photo first letter.
Box 824G, B»T
Page 104 • May 27, 1957
Broadcasting • Telecasting
TELEVISION
TELEVISION
FOR SALE
Help Wanted — (Cont'd) Situations Wanted Equipment
Sales
Television sales. Salesman, young, personable,
free to travel, sell special television promotion
package. Expenses during training, commission
when qualified. Give previous selling experience
and as many particulars as possible. Box 755G,
B-T.
Salesman, television. Active account list of local
and area clients. Position open immediately.
Base and incentive plan. Old established opera-
tion with excellent network, facilities and wide
acceptance. Southern area. Give complete story
with photograph, first letter. Box 817G, B-T.
Salesman to replace senior member of staff now
servicing substantial list of major accounts.
Highly attractive guarantee and incentive ar-
rangement. WFBM-TV. Indianapolis. Indiana.
Wire or write Commercial Manager. Don Menke.
Announcers
Television-radio announcer with quality voice,
pleasing appearance and ability to sell product.
Texas stations. Box 748G, B-T.
Producer-announcer with ideas, energy. Texas
station. Box 752G, B«T.
Opening for top-flight announcer strong on news
and commercials. Will consider radio announcer
seeking tv opportunity. Good salary. Contact
Burton Bishop, KCEN-TV, Temple, Texas.
Florida vhf seeking announcer-director with
commercial television experience. Position avail-
able immediately. Top pay for right man. Tape,
brochure, picture to Program Director, WCTV,
P.O. Box 3166, Tallahassee. Florida.
Technical
Television engineer. First class license. Excellent
pay and working conditions. Major southeastern
market. Network station. Send detailed resume
to Box 782G, B'T.
Transmitter engineer for mid-west station. One
of nation's top stations. Salary, vacations, other
benefits above average. Finest equipment. Ra-
diotelephone First License required. State ex-
perience, education, and provide a recent snap-
shot. Box 800G. B-T.
3 engineers by June 15th. 1 year studio or trans-
mitter maintenance experience, first phone li-
cense. Pay $5,100, with excellent vacation, retire-
ment, sick leave and other public school employ-
ment benefits. Contact immediatelv. Herb Evans,
WTHS-TV-FM, 1410 N.E. 2nd Ave.. Miami, Flor-
ida.
Television studio and transmitter engineer. Im-
mediate opening with progressive, well estab-
lished company for first phone licensed man.
Full resume salary desired, recent snapshot with
first letter. Herbert H. Eckstein Sr., Chief En-
gineer, WTVO, P.O. Box 470. Rockford, Illinois.
Wanted immediately: 1st phone studio and
transmitter engineers. Write Chief Engineer,
WYES, 4920 Canal Street, New Orleans, La., stat-
ing experience and salary desired.
Television engineer. Immediate opening for ex-
perienced engineer with first phone. Contact
H. E. Barg, 1015 N. Sixth Street, Milwaukee,
Wisconsin.
Programming-Production, Others
Award-winning midwest television newsroom
looking for radio or television newsman. Must
be good beat man. Box 651G, B«T.
Director-announcer with dependability and orig-
inality. Must be able to switch. Box 746G, B-T.
Film editor with good background. Texas vhf.
Box 747G, B-T.
Continuity writer, television-radio experience.
Must be able to turn out copy with speed, imag-
ination. Box 751G, B-T.
Tv continuity writer. Capable woman with mini-
mum of one year's experience writing tv copy.
Ability with variety of accounts and to meet
well with clients necessary. Address Program
Director, WOC-TV Davenport, Iowa. And in-
clude copy, samples and snapshot together with
experience resume.
Immediate opening for traffic manager. Tv only
operation. Send information to the General
Manager, WTVO, Rockford, Illinois.
Management
Creative, aggressive assistant sales manager.
Strong on tv production, programming. Box
730G, B«T.
Sales manager — highly experienced senior sales-
man with best tv representative. 10 years experi-
ence, middle 30's, outstanding references. Wants
change to vhf top market station. Must have
incentive plan. Wish firm with public service
and profits as goal. Box 743G, B»T.
General-sales manager — 8 years radio sales and
management — 4 years tv sales manager — strong
local and national sales in competitive markets.
Strong promotion-programming. 35 years old.
Presently employed. Write Box 783G. B-T.
Announcers
Eleven years all phases radio-tv announcing.
Top references. Box 793G, B-T.
10 years background, announcer-director-pro-
gramming. Successful children's, news, weather,
wrestling shows. Looking for progressive opera-
tion offering advancement. Box 805G, B'T.
Technical
1st phone, ham, college grad, married, no ex-
perience, will locate anywhere. Ken Orchard,
43 N. Halstead St., Pasadena, California.
Programming-Production, Others
Fire-ball producer-director . . . presently stag-
nating in unprogressive operation. References.
Box 777G, B«T.
Experienced program director, practical, hard-
headed, no yes man, desires position with good
progressive station. Family man, college gradu-
ate. Box 823G, B-T.
Director, 4 years experience. 7 years R-TV an-
nouncing. 31, mature, degree. Budget-conscious,
creative. Box 818G, B-T.
FOR SALE
Stations
Texas 250 watt 1370 kc DT, county seat town of
6,000, remote control, all new equipment, 7
employees. Price $40,000, minimum down $10,-
000; or 25% interest at $10,000 with $3,000 down.
Our No. 9881. May Brothers, Binghamton, New
York.
Far northwest college town, 250 watt am, equip-
ment first class, town and fringe 9,000, fifty
mile coverage. Grossing $22,000, no sales force.
Priced at $50,000 with $10,000 down. Our No.
9886. May Brothers, Binghamton, New York.
Oregon, 250 watt 1240kc, equipment all new, 3
county market of 41,000, listeners 40,000, gross-
ing $45,000 net 18%, 5V2 acres, 50 x 30 building.
205 ft. tower. Price $50,000 with $19,000 down
and $380 mo. Our No. 9906. May Brothers, Bing-
hamton, New York.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Equipment
For sale: 12 kw GE uhf transmitter, frequency
modulation monitor. Unusual opportunity. Box
734G, B-T.
Ampex 400 with new drive motor. Good condi-
tion. Best offer takes it. KARL, Northfield, Min-
nesota.
For sale: Gates 1,000 watt transmitter, used 2
years in daytime station; Gates monitors; 225
foot tower, with lights and light controls, now
standing; co-ax cable, 1 RCA turntable with
pick-up and filter; 1 cabinet back; one open
rack; one PO 3 RCA remote amplifier; Altec
limiter; monitor speakers and cabinets and other
miscellaneous items. Write WDOR, Sturgeon
Bay, Wisconsin.
Mobile broadcast studio. Converted air-line bus.
Completely equipped. Reliable range 20 miles.
WEOK, Poughkeepsie, N. Y.
Quitting business, sacrificing Presto 8-N cutters,
tape recorders etc. Green label 16 inch transcrip-
tions $1.25. Rex Recorders, Bernice Building.
Tacoma, Washington.
Pro-200 Auricon, amplifier, Berthoit Zoom lens,
Schiansky tripod. $1,850 for all. Dick Brown
Company, 2501 North Stiles, Oklahoma City.
WANTED TO BUY
Stations
Private sales and independent appraisals. Serving
the Southwest and Intermountain regions. Ralph
Erwin. Licensed Broker. 1443 South Trenton.
Tulsa, Oklahoma.
Equipment
250 to 3kw fm transmitter, Collins ring antenna,
200 ft. coax, 150 feet self-supporting tower with
lighting equipment, Frequency and modulation
monitor, program limiter, studio consolette. State
description, condition and best price. Box 615G,
B-T.
Fm receivers, crystal controlled, in quantity
lots. State price. Box 794G, B«T.
Wanted: 1 kw W. E. AM transmitter type 443-
Al. Quote price and delivery. Write Box 814G.
B-T.
Want RCA-FM amplifier 10 kw. Also four-sec-
tion pylon or six bay ring type antenna for
high end of FM band. Box 820G, B-T.
Wanted — one or two RCA-73 series disc record-
ing machines, with or without cutter heads.
WINZ, Miami, Florida.
Have for immediate sale the follow-
ing pieces of UHF equipment now
set up for Channel 27 — 10 kc.
RCA type TTUlB 1 kw trans.
RCA type TTU12A 12.5 kw amp.
RCA type TTU25A 25 kw amp.
RCA type
TFU46AL Antenna
RCA type
TFU21BL Antenna
GE type 25C Antenna
RCA 12.5 kw Filterplexer
Also completely equipped DuMont
studio including the following:
3 DuMont Cameras.
1 Cinecon complete with two film pro-
jectors, slide proj., and opaque.
2 Sync generators and one portable.
2 9X3 switchers with special effects
amplifiers.
and other misc. pieces of UHF trans-
mitter equipment and studio equip-
ment.
For full particulars contact Gene
Phelps, KPTV, 735 S. W. 20th Place,
Portland, Oregon, CApitol 2-9921.
Broadcasting • Telecasting
May 27, 1957 • Page 105
INSTRUCTION
RADIO
TELEVISION
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
FCC first phone license. Start immediately.
Guarantee coaching. Northwest Radio & Televi-
sion School. Dept. B, 1627 K Street, N. W., Wash-
ington, D. C.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive. Dallas, Texas.
RADIO
Situations Wanted
Help Wanted
Announcers
TOP DEEJAY?
If you are looking for a top market
— unlimited opportunity — finest
working conditions —
and
want to live in America's great
Rocky Mountain country
AND WE DO MEAN
LIVE ! ! !
then tell us how good you are FAST!
Box 833G, B*T
Programming-Production, Others
l WANTED: A,ertyoun9 I
* *
^ promotion man with basic understanding of -+t
* ,. . *
3^ publicity, promotion, merchandising. Under- -fc
* *
* stands management viewpoint, but good at -(c
Jt- follow-through on detail. Salary to suit qual-
* *
j4" ifications. Send resume, including education, ■¥
* +
experience and picture, first letter. M
* -k
J Box 808G, B*T *
* *
★★★★★★★★★★★★★★★★★★★★★★★★★★■A-***
Page 106 • May 27, 1957
Management
GENERAL MANAGER
CHIEF ENGINEER
Hard working, aggressive Sales Executive
with more than 20 years experience in Ra-
dio Broadcast Engineering, Sales Manage-
ment, Program and Announcing. Made
four new installations including DA. Has
an excellent record of sales and a proven
economy type operation that will save you
$12,000 a year or more in operating ex-
penses. Sober, reliable, family man who
has the ability to do many jobs well. Five
years with present owner with average
33]/2 profit return on yearly receipts. Seek-
ing profit sharing plan in larger market.
Box 787G, B-T
Announcers
ADD A NEW PERSONALITY
An aspiring Negro recently graduated from
broadcasting school, capable of doing
newscasts authoritatively, strong on com-
mercializing, know my records, have solid
personality for DJ. Box 825G, B-T.
PRESCRIPTION: For Sad Station
Managers with "Unhappy Hoopers,
Poor Pulses and Anemic Nielsens!"
Daily shots by No. 1 Show Surgeon
now in major metropolitan market.
Holder of D.D.J, and A.S. Degrees
(Doctor of Disc Jockeying and Air
Salesmanship). Have instruments, (hit
records), will travel.
Box 831G, B»T
Available
Dynamic
lto<*k *n" Roll Disc Jockey
Top Rating
Bo\ 789G, B»T
TELEVISION
Help Wanted
Management
DOC
ZXK.
Sales Manager
Opening
X *
X NBC-TV station in excellent 2 station Mid- ?
western market has opening for local and
regional sales manager. Situation calls for
^ experienced creative television salesman with 3
ability to cash in on great local potential.
Salary plus override. This opportunity with
^ young growing organization. Send photo and p
complete info to General Manager.
Box 416G, B»T
=xx — 1
:xx:
ZXJC
IXiC
Help Wanted— (Cont'd)
Sales
TV SALES
Excellent Income
Local-regional position available
within 3-6 weeks and you should
be available within that time.
Major network station, excellent
market, eastern. Salary and com-
mission. Send full details and in-
clude photo.
Box 816G, B»T
Programming-Production, Others
SF=*K
3MC
ZHVZ
FILM SLPEKVISOIt
1
National organization has need for
X Film Supervisor with director and cut-
ter experience. Must have experience
in field of motion pictures and tele- «5>
vision. Prefer staff experience with
^ large motion picture company, partic-
ularly in short subject field. Must be
willing to travel extensively. Salary jjj
commensurate with experience. Re
sanies reviewed promptly.
Box 717G. B»T
:xx:
2MC
— 5
FOR SALE
Stations
★★★★★★★★★★★★★★★★★★★★★★★★★★★★★★
I Radio Station t
* For Sale t
jL. -fc
J. WTAW, oldest established radio station m +
* Central Texas (licensed 1922). One ■*
J thousand watts, daytime only, serving +
J growing College Station-Bryan nietropoli- ^
)♦■ tan area and prosperous Brazos bottom ■*
J territory. Fully equipped, Collin's trans- *
* mitter and Gates remote control trans- +
mitter equipment less than six month's -fc
J old, tower, two-console studio equipment, J
«r complete studio and office furniture and i
J equipment. Will lease transmitter site up J
J to five years at very reasonable figure ^
if and allow 90 days for moving studio.
J Sealed bids will be received until 10:00 *
J a.m., Thursday, June 20, 1957, for the sale +
*■ of the license and all equipment necessary *
J to uninterrupted operation. The right is J
+ reserved to reject any and all bids. For -n
inventory, other information and bid J
J forms, address Comptroller, Texas A & M J
*- College System, College Station, Texas, -fr
★★★★★★★★'★★★★★★★★★★★★★★★★★★★it**
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
Broadcasting
Telecasting
FOR SALE
Equipment
TV EQUIPMENT
FOR SALE
1 — DuMont 303A test oscilloscope 5"
tube, illuminated scale, response
10 cycles to 10 mc.
1 — DuMont 323 test oscilloscope 5"
tube, illuminated scale, response
10 cycles to 10 mc, expanding vari-
able notching feature.
In use about 18 months. In excellent
working condition. Will consider any
reasonable offer.
Station WDBJ-TV
P.O. Box 150
Roanoke, \ireinia
INSTRUCTION
Looking for NEW TALENT?
PRODUCTION PERSONNEL?
Leading Radio and TV studios call Leland
Powers School for well-trained talent
and production personnel. Competent
young men and women skilled in radio
and TV techniques including program-
ming and production, announcing, act-
ing, make-up, copywriting, script and
continuity writing. Graduates recognized
throughout the industry for sound, com-
prehensive training.
Write Graduate Relations Department
today. Placement service free to employer
and graduate. 53rd vear.
LELAND POWERS
SCHOOL OF RADIO
TELEVISION
AND THEATRE
25 Evans Way, Boston 15, Mass.
EMPLOYMENT SERVICES
We have, or will find, just the person or
job you're looking for.
Contact M. E. Stone, Manager ....
NATIONAL RADIO & TELEVISION
EMPLOYMENT SERVICE
5th floor, 1627 'K' St. N.W.
Washington, D. C— RE 7-0343
UPCOMING
May
May 20-21: Wisconsin Broadcasters Assn., Hotel
Plankfnton, Milwaukee.
May 20-21 : Eighth annual Chicago Tribune Forum
on Distribution and Advertising, WGN Audience
Studio, Chicago.
May 20-22: Armed Forces Communications &
Electronics Assn., Sheraton Park Hotel, Wash-
ington, D. C.
May 22-23: Kentucky Broadcasters Assn., Hotel
Sheraton-Seelbach, Louisville.
May 23: United Press Broadcasters Assn. of Tenn.,
Andrew Jackson Hotel, Nashville.
May 24: Tennessee Assn. of Broadcasters, An-
drew Jackson Hotel, Nashville, Tenn.
May 25: United Press Broadcasters of Illinois
Assn., Allerton Park, 111.
May 25: United Press Broadcasters of Pennsyl-
vania, Holiday Motel, Mechanicsburg, Pa.
May 25: California Associated Press Television
and Radio Assn.. Beverly Hilton Hotel, Beverly
Hills, Calif.
May 25-26: Louisiana -Mississippi AP Broadcasters
Assn., Holiday Inn Motel, Monroe, La.
May 28-29: Annual Visual Communications Con-
ference, Waldorf Astoria, New York.
May 29-30: North Carolina Assn. of Broadcasters,
Grove Park, Asheville.
June
June 4-6: National Community Tv Assn., Penn-
Sheraton Hotel, Pittsburgh, Pa.
June 6: Southern California Broadcasters Assn.,
first annual sales clinic, Sheraton-Town House,
Los Angeles.
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 9-13: Annual convention, Advertising Fed-
eration of America, Hotel Fountainebleau,
Miami.
June 13-15: Florida Associated Press Broadcasters
Assn., Balmoral Hotel, Bal Harbour, Fla.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 14-15: Maryland-D. C. Radio and Television
Broadcasters Assn.. Commander Hotel, Ocean
City, Md.
June 17-19: NATRFD Spring Meeting. Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 20: Federal Communications Bar Assn.,
luncheon, Washington Hotel, Washington.
June 20-21: Colorado Broadcasters Assn., Glen-
wood Springs, Colo.
June 24-28: Annual convention, Advertising
Assn of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
July 20-23: National Audio-Visual Convention and
Exhibit, Fairfax, Va.
BROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
1 735 De Sales Street, N. W Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE.
□ 52 weekly issues of BROADCASTING • TELECASTING
□ 52 weekly issues and BROADCASTING Yearbook-Marketbook
□ 52 weekly issues and TELECASTING Yearbook-Marketbook
□ 52 weekly issues and both Yearbook-Marketbooks
□ Enclosed □ Bill
57.00
9.00
9.00
11.00
title/ position
company name
address
city
Please send to home address
Planning
a Radio
Station?
RCA
PROGRESS
PURCHASE
PLAN
Flexible Financing
for Broadcasters
Here's a brand new
financing plan that will
take a load off your
pocketbook and speed
you on your way to
station ownership!
RADIO CORPORATION
of AMERICA
Broadcasting • Telecasting
May 27, 1957 • Page 10
GNow there's
a detergent!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with- Q
Channel 9
Chicago
ONE OF THE
FIRST 100 MARKETS
*S THE BO*°
'V'
WHBF
RADIO & TELEVISION
FIRST IN RADIO
1st In Downstate Illinois*
1st In The Quad-Cities
according to NCS No. 2
* All 68 stations outside of Chicago
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
REPRESENTED BY AVERY-KNODEL. INC.
Page 108 • May 27, 1957
ADVERTISERS & AGENCIES
Stanley V. Heath and Stewart E. Brown, ap-
pointed vice president and treasurer, respec-
tively, of Wertheimer Freras (distributors of
Chanel, Bourjois and Barbara Gould per-
fumes and cosmetics).
William L. Wernicke, radio-tv director,
Morey, Humm & Warwick, N. Y., elected
vice president.
Charles P. Michels, vice president, Gardner
Adv. Co., St. Louis, retires after 40 years.
G. Kenneth Adams appointed account exec-
utive with Kal, Ehrlich & Merrick, Washing-
ton, D. C.
MR. FUNK
MR. PINKNEY
MR. PERDUE
Robert L. Flink, partner-art director, Ross
Adv., Peoria, 111., named account executive.
William R. Pinkney Jr., sales staff, WTVH
(TV) Peoria, to Ross as head of newly-
established radio-tv division. Donald E.
Perdue, Biddle Co., Bloomington, 111..
to Ross as production manager. Ken Wester-
dale, formerly associated with local art
studio, joins agency as assistant art director,
and Thomas B. Casey, agency's art staff,
named research-media manager. John A.
Mink, recently released from service, also
joins Ross.
Bernard Endelman, formerly owner of ad-
vertising agency, to Doyle Dane Bernbach,
N. Y., as account executive.
Maurice J. Garrett appointed Los Angeles
liaison executive for Kudner Agency, replac-
ing Stephen H. Richards, appointed account
manager on Buick Div. of General Motors in
company's N. Y. office.
Donald L. McGee, Buchanan & Co., S. F.,
to Honig-Cooper, same city, as merchan-
dising account executive. Victor Lee, Wank
& Court & Lee, same city, to Honig-Cooper
as art director.
Clayton G. Going to BBDO's L. A. office as
account executive on newly acquired West-
ern Airlines account.
Max Wylie, formerly
head of program supervi-
sion-development of new
programs at William Esty
Co., appointed production
supsrvisior of tv shows
at Lennen & Newell, N. Y.
Don Foth, art director for Ruthrauff &
Ryan, L. A., to Charles Bowes, same city, as
executive art director.
Robert Werden, formerly public relations
director-account executive, Grant Adv.,
Dallas, to Florists Telegraph Delivery Assn.,
Detroit, as public relations director.
Robert F. Desmond, formerly art director at
William Esty Co., to Burke Dowling Adams
Inc., N. Y., as art director.
Jay B. Ford Jr., formerly with U. S. Potash
Co. division, to assistant general manager of
Pacific Coast Borax Co. division of United
States Borax & Chemical Corp.
Ben Lipstein, formerly vice president and
technical director of Audits & Surveys Inc.,
appointed assistant to president and techni-
cal director, Market Planning Corp., N. Y.,
McCann-Erickson affiliate.
Robert H. Davis, governmental affairs rep-
resentative for L. A. Chamber of Com-
merce, to Erwin, Wasey & Co., L. A., as
assistant research director.
George Kossman artist at BBDO and Leo
Burnett Co., to MacManus, John & Adams,
Bloomingfield Hills, Mich., as assistant art
director on Pontiac Motors account.
Terry Galanoy, creative director, Grant
Adv., L. A., to Erwin, Wasey & Co., same
city, as senior copywriter.
Herbert C. Shalliol, formerly director of ad-
vertising-public relations for Heckerthorn
Mfg. & Supply Co., Littleton, Colo., to copy
staff of Galen E. Broyles Co., Denver.
Clyde B. Leech, formerly of Ketchum Inc.,
Pittsburgh fund-raising firm, to public rela-
tions staff of Gray & Rogers, Philadelphia.
Benita Camicia, formerly with Dole Pine-
apple Co., to Clint Sherwood Adv., S. F.
Hilly Sanders, vice president of radio-tv,
Dan B. Miner Co., L. A., appointed vice-
chairman of National Standing Committee
on Radio-Tv Administration of American
Assn. of Advertising Agencies.
FILM
Edward J. Owens, formerly with MCA Film
Div., and Lloyd W. Krause, branch manager
of RKO Radio Pictures and RKO Television
Productions, Detroit, to Associated Artists
Productions sales staff as southern and New
England representatives respectively.
Burton J. Rowles, writer-producer-director
of industrial and documentary motion pic-
tures and tv film, to MPO Productions Inc.,
(producer of tv film commercials and in-
dustrial films), N. Y., creative staff.
Kay Buell, former production assistant with
Transfilm Inc., N. Y., and Phil Donoghue,
studio manager of company, married May
11.
iiiiiiiiiiiiiiiniiiiMmiimiitiiiiiiiiiiiiiiiiii'iiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiii
_____ - -__j|_^l-:_;:;'-j^l
EAR CHANNEL BOX No. 8 N. LAREDj, I AMPS. MEX.
iiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiimini iiiiiiniiiiiiiiiiiiiiiiiiiii
Broadcasting
Telecasting
Ad Age is highly
stimulating reading
says WALTER GUILD
President
Guild, Bascom & Bonfigli, Inc.
'Advertising Age is an intelligently constructed business paper.
The features are well worth reading . . . the news is accurately reported
and written with understanding and humor. Because Age also
brings me the color and excitement of our profession,
I find it highly stimulating reading/7
WALTER GUILD
Mr. Guild believes in offbeat copy and un-
usual marketing techniques for the food
accounts in which his agency specializes. He
has successfully lead the introduction of many
new products into the national market and
reversed downward sales trends in estab-
lished products. Before he formed the present
agency in 1949, Mr. Guild had been a part-
ner in Garfield and Guild Advertising Agency
for six years and had worked as an account
executive for the Garfinkel Advertising
Agency for six years previously. He is a vice-
chairman of the "4 A's", a lecturer on market
ing, and recently authored the book "How
to Market Your Product Successfully."
® QflQ
J Year (52 issues) $3
Ad Age is highly stimulating reading to most of the decision-makers
who are important to you. More than just a news magazine, its dynamic
presentation of each week's marketing news, trends and developments
makes it "must" reading not only for those who activate, but those
who influence important market and media decisions.
Guild, Bascom & Bonfigli is just one example from AA's
powers-in-advertising audience. In 1956, G. B. & B. placed advertising
billings of $8,462,955, S of which $6,770,364 went into tv and
$592,405 into radio. Among its clients are such important-to-broadcast
accounts as Ralston Purina ($1,143,750 in spot tv for 8 products),
Regal Pale Brewing Co. ($412,550 — spot tv) and Skippy Peanut Butter
($149,180— spot tv.)
Every week, 8 paid-subscription copies of Ad Age go to the
homes and offices of Guild, Bascom & Bonfigli executives. Further,
10 paid subscription copies get read, routed and discussed
among decision-makers in the companies mentioned.
Add to this AA's 37,000 paid circulation, its tremendous penetration of
advertising with a weekly paid circulation currently
reaching over 10,000 agency people alone, its intense readership by top
executives in national advertising companies, its unmatched
total readership of over 141,000 — and you'll recognize in Advertising Age
a most influential medium for swinging broadcast decisions your way.
200 EAST ILLINOIS STREET • CHICAGO 11, ILLINOIS
410 LEXINGTON AVENUE • NEW YORK 17, NEW YOIK
Broadcasting
Telecasting
May 27, 1957
Pace 109
TOP- K Mi » *'
3Aft Inquiries Con&dent ial f£
Stories
from the
Sports Record
Spring-Summer Continuities
Music and sports team up
in this series devoted to eye-
witness accounts of dramatic
action on the spring and sum-
mer sports scene.
This continuity package
contains 12 fifteen-minute
programs featuring the sports
of the spring season . . . track,
baseball, racing, tennis, along
with some of the great anec-
dotes of the world of sports.
Your Station Prog
'. If not,
Service D
BROADCAST MUSIC, INC.
589 FIFTH AVE., NEW YORK 17, N.Y.
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
THE PEOPLE'S CHOICE
PEOPLE
NETWORKS
Robert H. Fleming, chief of the Chicago
bureau, Newsweek, to join Washington news
staff of ABC June 3.
John B. Kennedy, has joined Mutual news-
casting staff, will be heard over network
starting June 3 broadcasting from network's
news bureau in Detroit. Mr. Kennedy had
15-minute series on Mutual eight years ago
and summer series last year.
Henry Behar, ABC-TV lighting director,
married to Phyllis Freyer of Communica-
tions Counselors Inc., May 19.
John H. Brown, 53, radio-tv-stage-motion
picture actor and best known for his role of
Digger "Dell on Life of Riley series on
radio, died May 16 after heart attack. He
also was founder member of AFTRA.
STATIONS
Karl A. Rembe, formerly sales executive,
KVEN Ventura, to KIST Santa Barbara,
both Calif., as vice president-station mana-
ger.
Scott McLean, internal media director.
Grant Adv., N. Y., to WLW Cincinnati as
general sales manager with headquarters in
N. Y. Dick Osborne, national salesman.
WLWC Columbus, Ohio, to WLW Cin-
cinnati as assistant general sales manager.
George R. Collisson, salesman, WKY-TV
Oklahoma City, to KTOK, same city, as
sales manager.
J. T. Snowden Jr., Paul Chapman Co. (sta-
tion broker), Atlanta, to WGTC Greenville,
N. C, as sales manager.
J. Louie Solomon, commercial manager,
WAUG-AM-FM Augusta, Ga., promoted to
station manager.
-4 Richard J. Butterheld,
general manager. WARD-
AM-TV Johnstown, Pa.,
to KCRG-AM-TV Cedar
Rapids, Iowa, as station
manager.
■< John J. Black Jr., ac-
count executive, KTVX
(TV) Muskogee-Tulsa, pro-
moted to local and region-
al sales manager. Henry
J. (Hank) Davis, formerly
of WFAA-TV Dallas, to
KTVX (TV) as salesman.
Larry Nolan, formerly sales-service chief
of KOTV (TV) Tulsa, to KNAC-TV Fort
Smith, Ark., as local commercial manager.
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Ratlio-Active"nMLnS
■< Caley E. Augustine,
formerly with WJAS Pitts-
burgh, to WIIC (TV), same
city, as public relations-
promotion director.
Bill Walker, promotion manager. KBTV
(TV) Denver, to WFGA-TV Jacksonville.
Fla., as promotion manager.
M Bob Edell, promotion
manager, WGBS-TV
Miami, to W J B K-T V
Detroit, as promotion man-
ager.
Jack Dolph, director, WCAU-TV Philadel-
phia, named assistant program manager;
Don Lenox, producer-writer, named direc-
tor of continuity; Lionel Wernick, business
manager, and Warren Wright, executive
producer, appointed in charge of color de-
velopment.
H. Paul Field, commercial supervisor of
Jackie Gleason Show, to WTVJ (TV)
Miami, as commercial sales supervisor.
Jean Leonard, assistant to public service
director, WBZ and WBZA Boston-Spring-
field, promoted to continuity supervisor.
Clark Pollock, program director, WNBF-
AM-TV Binghamton, N. Y., to WLBR-TV
Lebanon, Pa., as operations executive.
Johnny Carpenter, special events-sports di-
rector, KOIN-TV Portland. Ore., named
public relations director.
Ernest N. Olivieri, film director, WHNC-
TV New Haven, to WTIC-TV Hartford,
both Conn., as film director.
Adrian R. (Specs) Munzell and Dixon
Lovvorn, WIS-TV Columbia, S. C, pro-
moted to executive producer-film buyer and
program director, respectively.
John Behnke, radio-sales management.
KYAK Yakima, Wash., to KOMO Seattle
as account executive.
George Whitney Jr. to KSDO San Diego as
sales representative.
John Woods, WTAG Worcester, Mass., to
WAAB, same city, for morning show. Ben
Summers, news editor, WMOO Milford.
Mass., and George Berkley, news editor.
WBZ Boston, to WAAB as staff announcer-
night news editor and day news editor, re-
spectively.
Dick Mahan, KGBC Galveston. Tex., to
KXYZ Houston as mobile newsman.
Hugh Bader to WHB Kansas City as news-
man-special-events newscaster.
William P. McGowan, news editor, WHCT-
TV Hartford, Conn., to WCHS-TV Charles-
ton, W. Va., news staff.
Michael D'Angelo Jr., formerly news editor,
WCOJ West Chester, Pa., to WCAU-AM-
TV Philadelphia news staff.
Carl Erickson, newscaster, WBEN Buffalo.
N. Y., appointed chief announcer of WBEN-
AM-TV.
Fred Huss, formerly of WKZO Kalamazoo.
Mich., to WISH Indianapolis as announcer.
Bud Wendell, WDOK Cleveland, Ohio, per-
sonality, to KYW, same city.
Mary-Jean Paquet, production-newsroom
secretary, WBZ and WBZA Boston-Spring-
field, to Westinghouse Broadcasting Co. as
Page 110 • May 27, 1957
Broadcasting • Telecasting
The
AnacondA
Company
and the giant punch board
This is a nuclear reactor. And neu-
trons from the tons of pure uranium
metal inserted in these holes produce
radioisotopes — the strange and won-
derful prizes of the atomic age.
While these man-made radioactive
materials have been available for only
a short time in commercial quantities,
they have already found a wide range
of uses — in industry, in agriculture
and in medicine where radioisotopes
have practically replaced radium in
the treatment of cancer.
Every day new uses are being found
for uranium in nuclear power devel-
opments. To meet these present and
future needs, Anaconda has developed
reserves of millions of tons of urani-
um ore. These reserves, together with
new ore processing methods pioneered
by Anaconda at its Bluewater, New
Mexico plant, have made Anaconda
America's leading producer of ura-
nium concentrate.
Other Anaconda products are also
contributing to the expanding use of
nuclear energy. Many are used in the
actual production of radioisotopes,
while lead — another metal produced
in large quantity by Anaconda — is em-
ployed as radiation shielding where-
ever radioactive material is present.
Anaconda's role in nuclear enex'gy
is typical of the way in which its ex-
tensive line of non-ferrous metals and
metal products — the broadest combi-
nation offered industry today — is con-
tributing to America's growth and
progress. 5728oa
The American Brass Company
Anaconda Wire & Cable Company
Ancles Copper Mining Company
Chile Copper Company
Greene Cananea Copper Company
Anaconda Aluminum Company
Anaconda Sales Company
International Smelting and
Refining Company
Broadcasting • Telecasting
May 27, 1957 • Page 111
assistant to national news correspondent
Roderick MacLeish, Washington, D. C.
Chick Hearn, network sportscaster, to
KRCA (TV) Los Angeles for Mon.-Fri.
sportscast titled Sports Review.
Bob Wright, announcer-director, KERO-
TV Bakersfield, Calif., to KRCA (TV) Los
Angeles, as conductor of "Feature Desk,"
segment of station's News Hour.
Leeds Scofield to WTSP St. Petersburg,
Fla., as early morning personality.
BUI Lydle transfers from sales staff of KOA
to KOA-TV Denver.
Harold Levy to WGMS-AM-FM Washing-
ton, D. C.
Harold P. Kane, president-general manager,
WJOC Jamestown, N. Y., elected to that
city's Board of Education.
Norman Knight, executive vice president
and general manager of Yankee Network
division of RKO Teleradio Pictures owner
of WNAC-AM-TV Boston, appointed chair-
man of radio-tv publicity for Boston's
United Fund Drive to be held in fall.
Bernard C. Barth, vice president-general
manager of WNDU-AM-TV South Bend,
Ind., father of girl, Barbara Ann, May 9.
Don Pope, engineer, KHOL-TV Kearney,
Neb., father of boy, Michael Joseph.
Edward J. Roth Jr., program director at
WNDU-TV South Bend, Ind., father of girl,
May 10.
Ralph Renick, news director, WTVJ (TV)
Miami, Fla., father of girl, May 11.
Howard T. Fleeson, Wichita (Kan.) attorney,
died May 7 after heart attack. Mr. Fleeson
formerly was director of KFH-AM-FM,
same city.
REPRESENTATIVES
W. Thomas Dawson, sales promotion mana-
ger, WBBM-TV Chicago, appointed sales
promotion manager for CBS-TV Spot Sales,
N. Y.
MR. BRACE
MR. TIPTON
MR. TERRY
MR. FONDREN
LEE FONDREN, KLZ Denver general sales manager, promoted to station manager
and sales director; Jack Tipton, KLZ-TV Denver general sales manager, named
station manager and sales director; Clayton H. Brace. KLZ-TV program director,
appointed assistant to the president, Hugh B. Terry, working with both radio and tv.
-4 Sam F. Hill Jr., CBS
Television Spot Sales,
Chicago, to N. Y. office
as account executive.
Tom Boise, formerly manager of KSFD San
Diego, to John Blair & Co., L. A., as ac-
count executive. Arthur Vigeland, formerly
account executive for Ted Bates & Co., to
John Blair, N. Y., as account executive.
< Edward J. Ruffo, for-
merly with Broadcast Time
Sales, to Edward Petry &
Co. as radio account ex-
ecutive in Chicago office.
Henry O'Neill, CBS sales, to New York tv
sales staff of The Boiling Co.
Standard Leads With the Best
Transcription Library Buy
Contains over 5,000 musical selections
Afr plus 400 . jingles and commercial aids.
W Write for catalogue and complete details.
Sold Outright— Complete or Partial
STAN DARD
RADIO TRANSCRIPTION SERVICES, INC.
360 N. Michigan Ave., Chicago 1, III.
Also send for details on the new Lawrence Welk Library Package;
and Sound Effects Library; and, Standard Shorty Tunes.
MANUFACTURING
W. Hayes Clarke, national equipment ac-
counts manager for centralized tube sales
component of General Electric, named na-
tional accounts sales manager for receiving
tube department with headquarters in
Owensboro, Ky. John E. Nelson, GE's cen-
tral regional manager for tube equipment
sales, to eastern regional equipment sales
manager, with offices at 200 Main Ave. Clif-
ton, N. J. Gordon E. Burns, field manager
for distributor sales in former centralized
tube sales operations, named central regional
equipment sales manager directing activities
in 21 states, with offices in Chicago at 3800
N. Milwaukee Ave. Bruce S. Angwin,
formerly with centralized tube sales opera-
tions, moves to similar post to Mr. Burns
and Mr. Nelson in western region (nine
states), with headquarters at 11840 W.
Olympic Blvd., Los Angeles.
Rodney D. Chipp, director of engineering
for manufacturing divisions of Allen B.
DuMont Labs Inc., to radio communication
laboratory of Federal Telecommunication
Labs, as manager of systems engineering.
FTL is American research division of Inter-
national Telephone & Telegraph Corp.
Russ Ide, tv master control engineer, to
Sarkes Tarzian Inc. (Broadcast Equipment
division), Bloomington, Ind., as salesman,
servicing Michigan, Ohio, Pennsylvania,
Maryland, Delaware and New Jersey.
TRADE ASSOCIATIONS
Newton D. Baker, Black, Sivalls & Bryson,
Kansas City, Mo., elected governor of ninth
district of Advertising Federation of Amer-
ica.
Thad H. Brown Jr., NARTB tv vice presi-
dent, and Mrs. Dalton Richardson married
Thursday. They left on Bermuda honey-
moon.
Page 112 • May 27, 1957
Broadcasting • Telecasting
NOTICE TO EDITORS — This advertisement currently appears in lead- free use of the text of each advertisement in this series'. The text may
ing national magazines. For more than 30 years, Metropolitan Life has be used in regular health features, health columns or health reports
sponsored similar messages on national health and safety. Because with or without credit to Metropolitan. The Company gladly makes
of public interest in the subject matter of these advertisements, this material available to editors as one phase of its public-service
Metropolitan offers all news editors (including radio news editors), advertising in behalf of the nation's health and safety.
How to win "the battle of the bulge". . .
Extra inches and pounds are health hazards . . . and they
are signals to start reducing now. Remember, in 98 percent
of the cases, overweight is due to overeating.
This does not mean that you have to give up all the
foods you enjoy most. It does mean changing your eating
habits to avoid unneeded calories.
Before you start dieting, consult your doctor. Try to do
exactly what he tells you, especially about eating the pro-
tective foods that supply proteins, vitamins and minerals.
Many combinations of foods provide these essential
nutrients. Here is a list to follow every day while you are
dieting and daily thereafter:
Milk. . . at least a pint daily — preferably skimmed or
buttermilk— including that used in cooking, or in milk
products like cheese.
Meat, fish, poultry, eggs or cheese . . . two to three serv-
ings daily. Have meats roasted, broiled or boiled. Use lean
meats or cut off the fat.
Potatoes . . . one daily serving, baked or boiled.
Cereal and bread . . .one slice of whole-grain or enriched
bread at each meal.
Vegetables . . . eat at least three vegetables every day
including one leafy green or yellow. Eat all the vegetable
salad you want. Be sure, however, to use only lemon
juice or vinegar dressing.
Fruits . . . two servings daily, including citrus or other
sources of vitamin C, such as tomatoes. Skip the syrup
that comes with canned fruits.
Butter or margarine. . .three small pats daily, including
that used in cooking.
If you plan your reducing diet around these foods and
avoid rich desserts, fried foods, gravies, sauces, cocktail
snacks and second helpings, those extra inches and pounds
will vanish.
Your new eating habits ... if you stick to them perma-
nently . . . may keep your weight down to the right
level . . . and increase your chances for better health and
a long, active life.
COPYRIGHT 1957 — METROPOLITAN LIFE INSURANCE COMPANY
Metropolitan Life Insurance Company
(A MUTUAL COMPANY)
1 Madison Avenue, New York 10, N. Y.
Broadcasting • Telecasting
May 27, 1957 • Page 113
THE SINGLE YARDSTICK FOR ALL MEDIA
And now the Pulse has added a new refinement: Cost per 1 .0 rating
DR. ROSLOW
■ ORANGES AND APPLES" is the traditional phrase used to point up the "impos-
sibility" of comparing the broadcast media with their print cousins. A simple, single
standard for measuring both has been the dream of broadcast research and sales
people through the years. Last Wednesday, at a breakfast meeting in New York, Dr.
Sydney Roslow, director of The Pulse Inc., told some 300 advertiser and agency
executives that he had the answer: "a single yardstick for broadcast and print media."
Moreover, he demonstrated, this yardstick also shows dramatically the strong cost
advantage of radio and television over newspapers. Here, slightly condensed, is the
text of the talk Dr. Roslow presented last week and which will also form the basis of
similar Pulse breakfast presentations for agencies and advertisers in San Francisco,
Los Angeles, and Chicago next month.
MANY factors enter into the decisions of
the advertiser in determining how much
money goes into newspapers, magazines,
radio and television. There is no short and
easy route the advertiser and his agency
travel in allocating budgets across these
vehicles of advertising. I am concerned with
only one determinant. There must be, at
some point along this road, an answer to the
question of cost. This is a question of cost
in terms of the size of the public reached
by the advertising message. At some point
along the route, the advertiser must know
how much does it cost to communicate with
each consumer by each of the vehicles em-
ployed. This cost alone should not determine
the proportions of the total advertising
budget going into each vehicle. However, it
should not be entirely neglected either.
Paper is a tangible item. It has a perma-
nent physical structure. It can be seen; it can
be felt; it can be easily retained by the in-
dividual; it can be counted and weighed; it
can be referred to again. This ease of paper
in making its presence known has greatly
misled the advertiser in obtaining an answer
to the big cost question. It has lulled the ad-
vertiser into the ready acceptance of a
"pseudo" answer to the big question. It has
created in the advertiser's mind a pleasant
attitude of self satisfaction and self praise
for the appearance of his advertising copy on
paper.
The advertiser has felt looming up inside
himself a warm glow of contentment upon
seeing his copy on paper. He has returned
again and again to this paper to reread his
message. He has filed it. He has shown it
around to his friends and competitors alike.
Has he also made the mistake of believing
that all those who possessed this piece of
paper had read his message? Has he also
made the mistake of believing that all those
who read his message have returned to it
time and again, have saved the paper and
have passed it along to friends and relatives?
The broadcast vehicle is totally different
in its physical properties. And the difference
is interpreted as making for important psy-
chological differences when compared with
the print or paper vehicle. The broadcast ad-
vertising copy is fleeting. It cannot be re-
ferred to again; it cannot ordinarily be filed
by the consumer for later reference; it can-
not be felt; it cannot be counted or weighed
in the ordinary sense that sheets of paper
can. It can't be shown around readily to
others. In short, compared to a printed sheet
of paper, broadcast advertisement has no
physical structure.
The comparison I have drawn is of course
a fictitious one. It is an artifact because of
a certain mental outlook. It forgets that with-
out the human factor, there is no physical
structure to the printed vehicle of the adver-
tiser's message. It overlooks the truth that
without a living person to see the sheet of
paper, to read the copy, to feel it, to store
it, to refer to it again, to mention it to his
friends, there is no sheet of paper and there
is no advertising message.
And this is no different from the broadcast
vehicle. The structure is not a physical one.
It is a psychological one. It is in the existence
of a person, a live person, who sees and
hears the advertiser's message.
By constant reference to the permanent
physical structure of the paper upon which
advertising is placed, the practice has de-
veloped of quoting to advertisers the number
of sheets of paper printed, sold, or delivered.
A more dignified term has been coined to
denote this count — circulation.
In the table (this page) the circulation
totals are shown for the two newspapers in
Text continues on page 116
HOW FACTS WERE DISTORTED IN RICHMOND
Circulation* of Richmond
Newspapers
(Taken from a report January 1957
issued by the research department of
the Richmond Times-Dispatch, The
Richmond News Leader)
Metropolitan Area & Outside Total
Sunday (94%) 186,005
Morning (71%) 133,685
Evening (81 %) 104,099
Morning &
Evening (95%)** 237,784
* As of Sept. 23-24, 1956. There are 101,-
300 households in Metropolitan Richmond,
which includes the city of Richmond,
Henrico and Chesterfield Counties.
** Unduplieated.
Radio and Tv Stations —
% of Homes
Reached Daily
Radio Nov. 1956'
WRVA-TV 77.4
WRNL 35.4
Households Reached by Radio, Tv
In Metropolitan Richmond
(From the January 1957 report — re-
search department — Richmond Times
Dispatch, Richmond News Leader)
Average Va Hour — Tune In
WTVR (TV)
WRNL
%
%
8-10 a.m.
2.1
2.0
10-12 a.m.
3.0
1.4
12- 2 p.m.
1.3
1.2
2- 4 p.m.
2.5
0.7
4- 6 p.m.
13.5
1.4
6- 8 p.m.
17.9
0.7
8-10 p.m.
18.9
1.8
ly Circulation,
Richmond
Television
WRVA
WTVR
WXEX-TV
% of Homes
Reached Daily
January 1956
77.4
80.6
79.5
Page 1 14 o May 27. 1957
Broadcasting • Telecasting
ADVERTISING COSTS
HOW THE PULSE
METHOD
INTERPRETS
MEDIA COSTS
IN
BALTIMORE
APPLYING the single
denominator to media
in Baltimore, Dr. Ros-
low last week cited these
cost figures as another
strong and dramatic ex-
ample of how television
and radio most effec-
tively do the job for the
advertiser. These com-
parisons show (at right)
the cost per 1.0 rating,
a further projection of
the remembrance rat
ings (below). See page
116 of text for explana-
tion of procedures used.
BALTIMORE SUN
Full page $2,242
'/2-full page* $1,681
V4-V2 page* $840
Vb-VS page* $420
70-294 lines* $172
RADIO— 1 MIN. ANN.
6-7 p.m. $22
7 p.m. -12 Mid. $15
TV 20 SECONDS
6-7 p.m. & 11-12 Mid. $120
7-8 p.m. $150
8-10:30 p.m. $275
10:30-11 p.m. $200
BALTIMORE NEWS-POST
Full page $1,560
'/2-full page* $1,176
V4-V2 page* $588
Vb-V4 page* $294
70-279 lines* $122
RADIO— 1 MIN. ANN.
6-7 p.m. $22
7 p.m.-12 Mid. $15
TV 20 SECONDS
6-7 p.m. & 11-12 $120
7-8 p.m. $150
8-10:30 p.m. $275
10:30-11 p.m. $200
*Mid-Point Cost
$223
$13
$9
I $17
1 $21
HI *39
1 $28
! $350
\ $315
$323
$287
$100 $200 $300 $400 $500 $600
$339
$267
$452
Hi $490
$13
$9
I $17
I $21
St 139
M $28
$610
$100 $200 $300 $400 $500 $600
COST PER 10 RATING
BALTO. NEWS-POST
Full page* 2240 lines
'/2-full page* 1120-2239
V4-V7 page 560-1119
'/8-V4 page 280-559 lines
70-279 lines
1 TV STATION
20 Sec. Commercial
10 Sec. Commercial
1 RADIO STATION
1 Min. Announcement
'Excluding classified
■ 4.6%
wmam
1 4-4%
1.3%
■ -6%
.2 %
5 1 %
ADVERTISING AND COMMERCIAL REMEMBRANCE RATINGS
BALTIMORE SUN
Full page* 2368 lines
'/2-full page 1184-2367
V*-Vi page 592-1183
'/8-V4 page 296-591 lines
70-295 lines
7.1%
1 TV STATION
20 Sec. Commercial
10 Sec. Commercial
1 RADIO STATION
1 Min. Announcement
10% 0
* Excluding classified
§1-4.8%
■ 2.7%
1.3%
■ ■6%
7.1%
10.1%
10%
J
Broadcasting • Telecasting
May 27. 1957 • Page 115
Richmond. These circulations are grand
totals. The copies go far and wide and way
beyond the confines of the metropolitan
district. It is easy to look at these big num-
bers and accept the fact that the advertising
message has been printed on so many sheets
of paper. Easy because physical counting of
the sheets can be verified.
Radio has tried to emulate the newspa-
pers in arriving at a big circulation number.
This is generally not wise. Except the larg-
est metropolitan cities with millions of popu-
lation, the total number of homes reached
by a station in the course of a day does not
favorably compare with newspapers circu-
lation counts.
As much as possible the space salesman
uses the large circulation numbers in the
answer to the cost questions. These are
sizable numbers and the advertiser can
well be pleased with such answers to the
big questions. But let us rtot forget that
these sheets of paper with the advertiser's
message have no existence — none at all —
unless a person, a living human being, sees
the message.
The newspapers have abused the broad-
cast industry in making inappropriate com-
parisons. In Richmond, the January 1957
study by the newspapers compares quarter-
hour rating figures for radio and television
against newspaper total circulation charts.
Thus, the pitifully small quarter-hour radio
ratings are compared with gigantic news-
paper circulation totals.
COUNTER STEPS INSTITUTED
In the past two years, alert broadcasters
have not only become aware of this prac-
tice by print media people of comparing
average quarter-hour ratings or tune in with
total daily newspaper circulation figures, but
also decided to do something about it. I
want to give full credit to the radio broad-
casters in Salt Lake City. Denver, Seattle,
Baltimore, the Southern California Broad-
casters' Assn., the TvB, many others, who
authorized and paid for studies conducted
by Pulse in the effort to set the track rec-
ords straight.
As mentioned earlier, an effort at a sin-
gle yardstick was the concept of total cir-
culation for the newspapers and for the
broadcasting station. This has not been a
huge success for the broadcasters for the
most part and is not a true comparison. It
is not a true comparison because in a circu-
lation concept the home can theoretically
have access to the entire newspaper at any
time while it can not have access to the
entire station at any time.
In broadcasting, the ratings measurement
has advanced to a high degree of adequacy.
Quarter-hour ratings have become the ac-
cepted unit. In newspapers, ad ratings have
been taken but have not achieved the ade-
quacy nor the acceptance of the quarter-
hour ratings. The two units are different.
The quarter-hour ratings are based on all
homes while the general practice in the print
field is to base the ad ratings on readers
of the paper. Thus, in addition to these
figures not being comparable, there is a
psychological advantage in that the "ad rat-
ings" will be higher because all non-readers
of the papers studied are discarded from
the base, then broadcast quarter-hour rat-
ings which include the non-listeners of the
station in the base.
Quarter-hour program ratings would be
more like ratings of pages or editorial fea-
tures in the newspapers. In other words,
what is the rating for page six in the news-
paper? Or what is the rating for the "fire"
story reported in column four on page two
of the paper?
Such ratings could be achieved but the
comparison would still not be valid. In the
quarter-hour of program broadcasting, the
program is interrupted by the commercial.
Thus the listener is in a sense a captive of
the commercial. In reading the column in
the newspaper, the advertising is adjacent
to the column at best or is removed several
inches from the column. Thus, the reader
is not a captive of the advertising in the
same sense.
If the technique for measuring ad notings
is modified so that it resembles the technique
for obtaining quarter-hour broadcast rat-
ings, then a great step has been taken in
achieving a single yardstick. Pulse has done
this over the past two years.
A look now at Salt Lake City:
Ratings for Radio and Newspaper
Advertising — Salt Lake City
%
Average quarter-hour
Rating of six radio stations 3.4
Average Rating for
Ads in the Salt Lake
City Tribune 3.4
Average Rating for
Ads in the Deseret News 3.7
Such results [as those shown for Salt Lake
City] have been found in all the studies
made of newspaper ad ratings. The ratings
are the same as those obtained for broad-
casting. They are based on all homes. The
interview technique is the standard Pulse
aided recall technique. All the members
of the household have joined in the inter-
views. They have looked at the advertise-
ments on each page of this paper and iden-
tified those seen that day or last night. The
mere identification of having seen the ad-
vertisement is credited. No requirements
were established for amount of the copy
read, or detail remembered. This is the
same procedure when the members of the
household identify the programs on the ros-
ter as having been heard today or last night.
In all the studies the average ratings for
the newspaper advertising have been low
and the average quarter-hour ratings of
broadcasting have compared most favorably
wi.th these newspaper ad ratings. Applying
cost figures to such ratings have yielded
tremendous advantages for broadcasting.
Los Angeles offers another comparison as
an example.
Commercial Remembrance in L. A.
Times {Va-Vs page) 1.6%
Mirror-News {Va-Vs page) 1.4
Herald-Express (Va-Vs page) 1.0
Examiner (Va-Vs page) .5
Radio (Announcements) 1.0
Those who have line costs and station
time costs readily available can quickly
compute the tremendous advantage of radio
over print.
Critics quickly point out that the com-
parison in the above has been one of plac-
ing two different things side by side even
though the method has been the same. These
two things are "Ad Ratings" or the remem-
brance of newspaper advertisements com-
pared with quarter-hour ratings or the re-
membering of programs. The broadcasting
commercial has been placed in the quarter-
hour and its remembrance is not the same
as the program remembrance.
The final step then is to attain commer-
cial remembrance ratings for broadcasting
advertising. The most complete analysis was
finally done in the most recent experiment
in Baltimore (see tables, page 115). There
a tv station and a radio station were moni-
tored one night from 6 p.m. to midnight.
Then, the next evening, viewers and listeners
to these two respectives were shown the list
of commercials which were aired and were
requested to identify those remembered.
This is the same as showing readers the
advertisement in the paper and asking them
to identify those remembered. All non-
viewers, non-listeners, non-readers are in-
cluded in the base so that the measurements
have the same meaning.
These comparisons show that newspaper
costs can be 40 times over radio, and 15
times over television depending upon sta-
tions, papers, amount of newspaper space
and length of broadcasting time, etc.
SUGGESTED: RIGHT USE OF BOTH
The end result I see is not a case of
either-or but rather intelligent use of both
print media and newspaper media. A full
page of a supermarket advertisement is a
case in point. There must have been at least
50 items on the page. Its rating was only ap-
proximately 11%. Could it have been 30%
if properly exploited with broadcasting sup-
port? Could each of the 50 items achieve
1 1 % with broadcast? Large amounts of
space have achieved high ratings. But tele-
vision has achieved high ratings also. And
the radio ratings look very good at the most
casual comparison with the smaller amounts
of space. But the real test is the cost. What
does it cost to deliver a 1.0 rating in the
newspapers in comparison with broadcasts?
(See page 115.) And on this basis the broad-
cast media have a strong advantage.
The plain sense of these findings is not
one of criticism of the printed advertising.
Rather it is to point out that when compar-
able measurement methods are employed, the
broadcast media can stand up to the print
media. It suggests that a re-examination and
re-allocation of advertising budgets may be
in order. Newspapers have been effective.
Advertising in the print media has sold
goods. But this has been built on small
numbers of persons seeing the ad and not on
large circulation numbers. In radio and
television the ratings are generally larger.
The coordination of the two media — print
and broadcasting — can result in much great-
er numbers of persons reached by the adver-
tiser's message. But such a determination can
come from true measurement and this in
turn must lead to more ideal utilization of
these two forms of advertising.
Page 116 • May 27, 1957
Broadcasting • Telecasting
in Rochester, N. Y.
is Channel 10 with
15 of the Top 16 Favorite
TV Programs!
in every category !
Comedy, Mystery, Drama, Juvenile
Western, Quiz, Variety, Serial, Network News,
Local News & Weather and Sports!
in the Morning Six days out of Seven !
SHARE OF AUDIENCE 60%
in the Afternoon Five days out of Seven !
SHARE OF AUDIENCE 53%
in the Evening Seven days out of Seven !
SHARE OF AUDIENCE 58%
and . . . out of 459 competitive weekly quarter-hours in Rochester,
Channel 10 rates FIRST 277 times plus 6 first-place ties!
NATIONAL REPRESENTATIVES:
THE BOLLING CO. WVET-TV
EVERETT-McKINNEY WHEC-TV
* LATEST ROCHESTER TELEPULSE SURVEY MARCH 1957
ROCHESTER, NEW YORK
Broadcasting • Telecasting
May 27. 1957 • Page 117
OPINION
DON'T RELY ON YOUR TRANSOM;
PLAN THOSE SALES CALLS
A FEW YEARS ago, Bill Mc-
Kihben believed that most
salesmen work on a schedule
with systematic calls. But, con-
fesses the commercial manager
of WDEE Wilmington, Del,
his checks since then show that
a surprisingly high percentage
of sales activity is carried on
in a hit-and-miss manner. Ac-
cordingly, Mr. McKibben has
outlined a fundamental proce-
dure to help alleviate the prob-
lem. He suggests station man-
agers would do well to check
their sales forces to see if such forced scheduling is
being practiced. Let Mr. McKibben tell it:
IN AN AGE where sales is fast becoming a profession, we have
hundreds of radio salesmen running loose on the streets with only
the vaguest idea of where they are going.
There are many important factors that lead up to a sale, but no
one ever made a sale without first making a call. It follows that the
more good solid calls you make, the more sales you make. And
the only way you'll ever make more calls is by advance planning
and scheduling. To do this you must set up a schedule and live by
it, day to day. And if you're one of those salesmen who feels he
just never has enough time to get everything done, the chances are
your own particular schedule is bad.
An article in the trade press on recruiting salesmen remarked
that the business machine companies have well trained salesmen.
That they do, and their training is based on organized planning.
You might be able to woo away a few of those business machine
boys, but the chances are better you can organize your own sales
force. Or, if you're an individual salesman, you can organize your
own work so your station won't need business machine salesmen.
First, find out who your prospects are. Make up a real, honest-
to-goodness prospect file. Don't just put some poor gal in your office
to type a card for every business in town. Sit down and spend some
time listing the businesses for which your station can do a fob.
and be sure they have enough money to make them worth pur-
suing. Put the names of the accounts and any other pertinent in-
formation on index cards and set up your file.
Then have each of your salesmen set up a personal account
file with the name of the business, the contact's name, and the
business and home addresses and telephone numbers. Leave the
rest of the card to record the date of each call made on the account,
and insert the date of your last call.
One more set of files, and you're in business! A teaser file for
each salesman, with dated indices for one full month in the front,
and a set of monthly indices behind them. Now you're ready to
plan next week's work!
Set aside a half day and lock yourself up with your files. Use a
Saturday morning or Friday afternoon. Take a daily memo book
and line it so as to give you a block for every morning and after-
noon of the following week. First, take out of the teaser file all the
calls you know you have to make next week, and decide when
you're going to make them. Then go through your personal account
file and see how long it's been since you called on each of your
accounts. You'll soon have enough calls set up for a week's work.
You'll find just the man for that news availability you have,
and for many other avails too. You'll find some active accounts
that will be a lot easier to handle come renewal time if you make
service calls now. In fact, you'll probably find more calls to make
than you have time, so decide how many you do have time to see.
This will vary with the type of calls and the area you have to cover.
If you plan to make five calls a day, you'll spend all day making
them. If you plan to make ten a day, you'll get them made if you
know you have to make them, and know where you're going after
each call. Most important, know exactly what you have to say-
to every man you see. If you're just going to say "hello," then
know you're just going to say "hello" when you walk through his
door. Whenever possible, call the guy and find out when he can see
you before you put him on your planning sheet.
There are lots of other things you can do with this planning
time: write thank-you letters, sales letters, proposals, etc. But be
sure that every week you make a notation of the date of even-
client call in your personal file, so you'll know when you called on
him last. And be certain every account is contacted regularly.
This is what this system will do for you and your station: It will
keep your active accounts happy (and when they have some extra
money, you'll be there to get it). It will make renewals a matter of
course. Your inactive accounts will find you on their doorsteps
when they're ready to move. And even if you can't sell 'em, you
might wear 'em down. You'll find that you do have time to see
those guys you've been meaning to get to. And. best of all, you'll
make more sales and more money.
This outline is not intended to be a set pattern, but rather a place
to start. From here you can go on and add all the other things you
feel you should be doing.
Don't start on it tomorrow, do it today, or you'll be just like
Herb Gardner's "Nebbishes." who say, "Next week, we've got to-
get organized."
Thousands of result-producing dollars are just waiting to find their
way into radio. And if you're going to get your share, you've got to
get organized THIS week.
PLAYBACK
QUOTES WORTH REPEATING
DISSECTING THE TV CRITIC
JACK GOULD, himself a television
critic and inhabitant of that area east of
the Hudson, in the May 19 New York
Times tells where tv critics strike out.
THE basic flaw in tv criticism is the
critic's presumption that he is equipped
to review anything and everything. . . .
The cultural conceit of the television
critic is unparalleled in its fundamental
arrogance. Even commercial tv recog-
nizes the need for different specialists
in different fields: the tv critics are the
only ones not so troubled.
The tv critic is the lord and master of
a vacuum. His profound judgments come
after the fact. A program may be over
and done with, never to be seen again,
and then the critic arises with all his
solemn dicta about how it should have
been put on. His is an exercise in frus-
tration because he cannot fulfill the
critic's true function of directing the
public to the meritorious and steering it
away from the mediocre.
The New York tv critic tends to re-
flect— or hopes he does — his community's
reputed sophistication. But television
has a broader obligation to serve the
entire country. Neither economically nor
artistically can it afford to pander to the
tyranny and intolerance of an intellec-
tual minority. Programs go out across
the country; critics don't.
. . . The critic, for all his idealistic
concern for artistic integrity, has the
negative effect of discouraging the hand-
ful of sponsors or network officials who
had just been persuaded to get their feet
wet in programming of higher cultural
content.
. . . Let them get clobbered often
enough and they will just give up and
revert to the type of programming that
critics claim to deplore. It is enough
to accept the lower rating that may go
with financing a so-called cultural un-
dertaking; it is too much to pick up a
newspaper and be upbraided for failure.
Page 118 • May 27, 1957
Broadcasting • Telecasting:
Why J. Walter Thompson Timebuyer Selects
Crosley WLW Stations for Ward Baking Company
"7/LW Stations do more than just take
your time dollars. Their staff of
merchandising-promotion experts work right
along with the advertiser's sales people
and follow through with trade contacts —
buyers, brokers, distributors, store managers
Yes, I'd sure say that the WLW Stations offer
Tip-Top service everytime, all the time!"
n
Mario Kircher, J. Walter Thompson Timebuyer
Like J. Walter Thompson, you'll get top service for your products on the
WLW Stations. So before "you buy, always check first with your WLW Stations'
Representative. You'll be glad you did!
WLW
Radio
WLW-T
Cincinnati
WLW-C
Columbus
WLW-
Dayton
WLW-A
Atlanta
Network Affiliations: NBC: ABC: MBS Sales Offices: New York. Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit. Los Angeles, San Francisco
Bomar Lowrance & Associates, inc., Charlotte. Atlanta. Dallas Crosley Broadcasting Corporation, a division of
Broadcasting • Telecasting
May 27. 1957 • Page 119
The
CHANNEL 3
WT1C-TV
ON THE AIR S
EPTEMBER.
1957
HARRINGTON, R1GHTER & PARSONS SALES OFFICES: NEW YORK, CHICAGO, SAN FRANCISCO and ATLANTA
Page 120 • May 27, 1957
Broadcasting • Telecasting
MONDAY
MEMC
from EM!L MOGUL, president, Emil Mogul Co.
THE THREE ABUSES IN SPOT
THAT JEOPARDIZE RADIO-TV
A THREE-HEADED monster stalks spot broadcasting and,
because it is growing, it threatens to gobble up some of the
industry's most precious assets. I refer to:
1. Overloading of air time with commercials.
2. Failure of stations to deliver schedules as contracted for.
3. Unconscionably exorbitant rate increases.
I wish to say as emphatically as I know how, that this
is not an indictment of the entire spot broadcasting business.
Most station operators today run a clean, wholesome business.
But the fact that the monster is the creature of a minority,
rather than of the majority, makes it no less menacing. The
most alarming aspect of the situation is the way this minority
is growing. Whereas only a few years ago there was but a
handful of stations guilty of these evils, today there are quite
a number indulging in devil-take-the-hindmost practices.
I have put over-commercialization in the No. 1 position
because it is this abuse that the final arbiter of the industry's
fate, the public, sees and hears. Too many radio and tv sta-
tions for comfort make double, triple and quadruple spotting
of commercials a daily occurrence. Not once, but time after
time during the day and night.
What can radio station operators be thinking of when they
put two 60-second commercials back-to-back at the start and
end of each quarter-hour plus two back-to-back minute
commercials for each musical recording in the same segment?
And what of the tv stations which schedule a 20-second
commercial at the end of a program, followed by two eight-
or ten-second ID's and a program promotion of much greater
length? For the viewer, this means six commercials in a row,
since these four are in addition to the regular commercials
at the beginning and end of programs!
As if overloading weren't bad enough, some radio disc
jockeys are showing such contempt for the mentality of their
followers that they promote two competing products within
a single 15-minute program.
Such greedy overloading of air time with commercials
should be of paramount concern to advertisers and their
agencies. The effect can only be to slash the impact and value
of all commercials and, infinitely worse, transform a listening,
viewing audience into a non-listening, non-viewing one.
WHY MALTREAT THE CLIENT'S SCHEDULE?
The second evil threatening spot broadcasting doesn't affect
the public directly, but it does sour station-ad agency rela-
tions. The abuse consists of stations arbitrarily and capricious-
ly re-scheduling commercials, or omitting them altogether.
In short, failing to deliver what the advertiser has purchased.
Either way, it amounts to a unilateral breach of contractual
obligation. We buy a specific schedule for a specific campaign.
When a station changes the time or, through a program shift,
changes the audience, the advertiser is not getting what he's
paying for.
To make matters worse, these violations are made without
notice and are discovered only when the affidavits come in
six to eight week later. By that time, it's too late.
And just to give an extra turn of the stiletto, some stations
either shrug off complaints or make some asinine, transparent
excuse — completely indifferent to the havoc wrought.
The third head of the evil monster created by spot broad-
casting's reckless minority is the series of unwarranted rate
hikes certain stations have made.
Opportunistic station operators apparently have decided
Emil Mogul; b. New York,
Aug. 5, 1900; ed. Brooklyn
Law School, St. Lawrence U.
In 1932 became time sales-
man for New York local.
With two associates, founded
radio ad agency 1934. Subse-
quently formed general adver-
tising agency with Alvin Aus-
tin, later included Raymond
Spector. Established Emil
Mogul Co. Ian. 13, 1940,
which today has staff of 136,
yearly billings of over $10
million — 75r;c in radio-tv.
to make a quick killing in profits with complete disregard of
the long-range consequences.
All of us are aware that night spots in radio are harder to
sell these days as a result of tv competition. But does this
justify pushing up daytime rates to make up for it — and
really skyrocketing prices for popular shows in the 7-9 a.m.
segments?
How do these operators think consistently heavy buyers
of radio time such as this agency feel when we're faced with
a sudden jump in rates that are thoroughly out of line?
Sharp rate increases like these represent a customer-be-
damned attitude that results in much worse than damaged
relations. For one thing, it is forcing advertising out of broad-
casting into print media. I know this has happened with us
simply because rates become so excessive that it no longer
paid to use certain spots. It became more economical to use
print media.
OUR OWN APATHY PERPETUATES THESE PRACTICES
The stations are not alone to blame for this condition.
Advertisers and their agencies must share the responsibility
because too few of them have protested rate-manipulating
shenanigans. I'm quite sure that the present sorry situation
would never have materialized had other timebuyers joined
in loud protest.
Aside from the factor of profiteering on rates, many of the
rate structures are unrealistic. Too often, the long-term satu-
ration buyer of time spots pays the same rates as the short-
term buyer who jumps in and out of broadcasting. This
agency, for example, for many years has employed radio
on a 52-week saturation basis, frequently using as many as
1500 to 2500 spots a year per station. Some of these adver-
tisers have used air media week in and week out for many
years. Why should clients not be rewarded for this consistency
and heavy spending with the more favorable rates.
Finally, I wish to stress again that I*m not griping about
the conduct of the majority of stations.
But there's no reason for sitting idly by while a minority
of avaricious station operators threaten the health and very
existence, in the long run, of spot broadcasting.
To me, it is very plain that unless the industry polices
itself and corrects its own abuses, an aroused public 1
And about the last thing any of us wants is to ha\e the
government become the instrument of reform. The industry
is already on the spot in government circles. Why provide
more grist for the mill?
Broadcasting • Telecasting
May 27, 1957 • Page 121
EDITORIALS
Censorship Track Record
THIS FCC, like its predecessors during both Republican and
Democratic administrations, keeps giving lip service to broad-
casting free from program censorship, and then acts the other
way — by innuendo or lifted eyebrow.
In renewing the license of WWBZ Vineland, N. J., after five
years of tortured study and at one stage ordering deletion of the
station because of its broadcast of horse-racing information, the
FCC majority has allowed the station continued life because it
"voluntarily" ceased to broadcast that kind of programming and
promised not to engage in it in the future. The FCC contends that
censorship is something that must happen before the fact, and that
it was acting after the fact and on the basis of whether the station
had served the public interest.
Only Comr. T. A. M. Craven, newest member of the agency but
an old hand at broadcast regulation by virtue of previous steward-
ship as an FCC member, sees the danger of the majority's latest
flirtation with censorship. He calls it an effort by the FCC to censor
broadcasting by "previous restraint." He argues that the Commis-
sion, moreover, has violated the First Amendment by "subsequent
suppression or reprisal." And, although an engineer, he cites legal
precedent to buttress his contentions.
Mr. Craven concluded: "While the Commission may not intend
to impose sanctions against this applicant for its past alleged
derelictions, it has nonetheless done so in the processing of this
case. While WWBZ has retained its license it has managed to do so
at the expense of its most cherished possession — freedom of
expression."
The lawyer members of the FCC, and their non-legal colleagues,
might do well to take a refresher course on the Communications
Act, the Congressional debates and the numerous court decisions
wherein the authorities specify that radio (and television) are as-
sured the protection of the First Amendment, as part of the
media embraced within "the press."
How Much Is Too Much?
THE QUESTION of how many commercials can be broadcast
in a specified time period has dogged broadcasters as long as
there's been a commercial medium. It became moot in radio's case
several years back when there just wasn't enough business to bother.
Now the pendulum has swung, and the problem is back.
The first mutterings of protest came largely from the FCC
when, during license renewal proceedings, it criticized several sta-
tions for overcommercializing. Then word began to be heard from
the advertisers and their agencies. Three months ago the William
Esty agency stirred up a brief tumult by asking stations on its
spot list to furnish logs of their early-morning programming — and
made no secret that its purpose was to find out if the stations were
overcrowding spots. Other voices have joined the refrain. We note
specifically those of Arthur Pardoll, media group director of Foote,
Cone & Belding before Connecticut broadcasters last month [B*T,
April 29], and Emil Mogul, president of his own agency, who
offers his diagnosis of the problem in B*T's Monday Memo on the
preceding pa?e.
Their theses are strikingly similar. In the main they are con-
cerned (1) with overcrowding spots and (2) with charging too much
for them. With Point 1 we must concur provisionally, with Point
2 we must take a qualified exception.
Mr. Pardoll cites instances of "20 or more one-minute and 20-
second commercials" in a broadcast hour. His figures are accurate,
although at this point station scheduling of that extreme is still the
exception rather than the rule. When it does happen, it primarily
is in early morning or late afternoon times — radio's hottest com-
modity at the moment.
No one can deny that this much is too much — but at what point
does it become too much? We can offer no mathematical standard,
but it seems a logical suggestion that the maximum has been
reached when (1) the listener loses interest or (2) the advertiser
stops buying. The second will follow the first in short order.
We cannot subscribe without qualification to the agency spokes-
Drawn for BROADCASTING • TELECASTING by Sid Hix
"1 didn't do a damn thing that Sergeant Bilko hasn't done dozens of
times!"
men's second point — that stations are increasing their rates without
justification. Indeed, the very overcrowding of early morning and
late afternoon time is a creature of agency demand for those time
periods. The broadcaster, we are sure, would be pleased to spread
his business more evenly through the broadcast day, but is hard
put to do so when clients demand the prime time. It follows then,
that if the time is that valuable the broadcaster is justified in
charging more for it.
Resolution of the dilemma is on the shoulders of broadcasters —
we trust with an assist from their clients. It first must be determined
how much is too much. Then equitable rates must be established
for the prime periods. Then, and equally important, broadcasters
must prove the worth of their other broadcast hours- — and sell them
as vigorously as they now do the prime periods.
All this must be done before the complaints become a chorus.
If not. radio — not yet completely on its feet — -could find itself
toppled again into the chasm from which it has climbed with such
great labor.
Cohen on the Television
AS EVERYONE must know by now. Mickey Cohen, a profes-
t\. sional hoodlum, appeared May 19 on ABC-TV's Mike Wallace
Interview and spoke so unkindly of Los Angeles police executives
that they are seeking legal retaliation.
Considering the nature of Mr. Cohen's associations with Los
Angeles cops, we are moved to ask: What else could ABC-TV and
Mr. Wallace have expected him to say? Incumbent and former
Los Angeles police regimes have been periodically intervening in
Mr. Cohen's business ventures ever since he ran a gambling barge
off Santa Monica in the 30s. B»T's files of criminal history are
embarrassingly inadequate, but our personal recollection is that
Mr. Cohen has even been investigated for murder.
Undeniably, Mr. Cohen is a colorful character with a colorful
past and has proved himself to many journalists a lively subject for
interviews. The problem which Mr. Wallace created was not caused
by interviewing Mr. Cohen but by interviewing him on a live
program.
We yield to no one in our admiration for live television, but we
recognize its limitations.
Sensationalism and live television are a volatile mixture which
is especially dangerous because it cannot be controlled.
Sensationalism on film is risky enough, but at least it can be
edited before exposure to the public.
ABC-TV should have put the May 19 Mike Wallace show in the
can — if Mr. Cohen will pardon the expression.
Page 122 • May 27, 1957
Broadcasting • Telecasting
ANOTHER major award for the nation's
outstanding NEWS station KSTP-TV !
In 1956, KSTP-TV entered four national TV news com-
petitions. The results are now in: four first-place awards!
The Radio-Television News Directors Association
gave KSTP-TV two top awards, "Best TV News Story
of 1956" and "Nation's Outstanding News Operation."
Then the National Press Photographers Association pre-
sented the blue ribbon to KSTP-TV in the National
Newsreel Contest.
And, now, the coveted Sigma Delta Chi award for
Distinguished Service in Television Reporting has been
won for KSTP-TV by Julian Hoshal and Dick Hance,
News and Photo Director, respectively, for KSTP-TV
We're only kidding with the cartoon above. Actually
we're proud of all these awards and the news operation
which won them. It is one of the reasons why the North-
west's first TV station is still the Northwest's leading
TV station.
MINNEAPOLIS • ST. PAUL Basil NBC Atiiliat
*Tfas /l/Mttmt&rf/'/L Leading QtcrffotC
Represented by Edward Petry & Co., In
m
IN INLAND CALIFORNIA (and western nevadai
"BEE-LINE"—*
This group of mountain -ringed radio
stations, purchased as a unit, delivers
more radio homes than any combin-
ation of competitive stations ... at by
far the lowest cost per thousand.
(Nielsen & SR&D)
They serve this amazingly rich in-
land market which contains 5 of the
top 9 counties in farm income in the
entire United States — and has an
effective buying income of almost $4.3
billion dollars. (Sales Management's
1956 Copyrighted Survey & U.S. Dept.
of Agriculture's 1954 agricultural
census)
/UcCfatcluf
Sacramento, California
Paul H. Raymer Co.,
National Representative
26"
YEAR
BROADCASTING
TELECASTING
THE BUSINESSWEEK LY OF RADIO AND TELEVISION JUNE 3, 1957 35< PER COPY
Way clears for toll tv via wire lines
Boston case brings FCC under Hill attack
$4,550,000 in KCOP(TV), WMTV(TV) sales
Profile on P&G, broadcasting's top buyer
Page 27
Page 37
Page 68
Page 98
Another route for pay tv
Hill critics assail FCC
B*T Profile: The P&G Story
pioneer
in radio and
television and
still Houston's
most modern
KPRC-TV
Recent modernization includes new radio
transmitter, new radio tower system and
increase in operating space to 50,000
square feet.
vhirty-two years ago the selection of a Houston radio station was relatively simple,
nly one . . . KPRC. Eight years ago the selection of a Houston television station was relativ
nhere was on ly one . . . KPRC, Pioneering in broadcast media has been a welcomed oppor
or KPRC management since 1925. KPRC has grown, progressed and modernized;
hrough the years. Today there is only one completely modern radio and tele-
vision facility in Houston . . . KPRC, offering the finest broadcast service
n the South and Southwest. Radio 950 Kilocycles. Television Channel :
PHOTO BY DEL WILLIAMSON
More than 180,000 tons of primary aluminum a year
will soon roll off the lines here at the Olin-Revere Metals
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of the $450-million Wheeling-Upper Ohio Valley expan-
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so than the popularity of AYTRF-TV, leader by a wide
margin in every accredited audience survey made in
this area. So keep your eyes on this market — just as
everyone in this market is keeping his eyes on WTRF-TV.
v a station worth watching''
Wheeling 7, West Virginia
win mm
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For availabilities and complete
coverage information — Call
Hollingbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager.
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* 315 FIRSTS in
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NEWS RATINGS
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★ SOURCE: LATEST A.R.B. RE-
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HIGH RATINGS
KRNToTV
AGAIN &
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KATZ HAS THE FACTS ON
THIS COWLES OPERATION
Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July bv Broadcasting Publications I\c 1735
DeSales St., N W., Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. r.„ under act of J'aTch 3, 187P.
Ask a Branham man about...
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JOHN W. RUNYON
Chairman of the Board
CLYDE W. REMBERT
President
Page 4 • June 3, 1957
Broadcasting • Telecasting
closed circuit:
FRONT RUNNER? Despite efforts to
keep lid on prospective nominee for Mc-
Connaughey vacancy on FCC, word got
around last week that new front runner
is prosperous St. Louis Attorney T. Hart-
ley Pollock, 48, reportedly identified with
Dewey-Brownell GOP school. He's been
checked by FBI, it's reported. Reached by
B»T in Pompano Beach, Fla., Mr. Pollock
said "no comment." It was ascertained he
is in running, but it wasn't certain whether
it's also for chairmanship. Barak Matt-
ingly, former Republican National Com-
mitteeman from Missouri, said to be ram-
rodding his campaign.
B»T
IT'S EVIDENT White House is trying to
proceed cautiously on FCC vacancy, be-
cause of Edward K. Mills Jr. episode last
month. Mr Mills was all but named, then
withdrew when he couldn't have chairman-
ship. Should Pollock candidacy fail, there
are at least several others known to be
under consideration, aside from perhaps
half dozen avowed candidates. These in-
clude George S. Smith, attorney in firm of
Segal, Smith & Hennessey; John S. Patter-
son, public relations executive, now deputy
administrator of Veterans Affairs [Closed
Circuit, May 27] and Robert King, ex-
ecutive assistant to Vice President Nixon.
Candidates include (and there are many
others) FCC General Counsel Warren
Baker and FCC Secretary Mary Jane Mor-
ris.
B»T
WEAVER NETWORK • Negotiations un-
derstood to be well along between Sylves-
ter L. (Pat) Weaver, Jr. and at least two
other midwest stations regarding affilia-
tions with his Program Service Inc. net-
work. With WGN-TV Chicago as first
signed outlet (story page 60), he hopes to
be able to announce affiliation of WITI-
TV Milwaukee and KMGM-TV Minne-
apolis-St. Paul, both independents, in Oc-
tober. Incidentally, Mr. Weaver may re-
name his service Metropolitan Network.
B»T
THERE'S reverse twist upcoming in use
of network radio by big three in soap-
detergent-toiletries field, judging by current
signs. Taking advantage of P&G's publi-
cized abandonment of network radio, Col-
gate has put estimated $3.5 million into
choice network availabilities on CBS Radio
and Lever is manifesting interest in radio's
low cost-per-1 ,000 advantages.
B«T
WOLFSON IN ASHEVILLE • Option of
Asheville Citizen & Times (WWNC) to
purchase 31.3% at book value of ABC-
affiliated ch. 13 WLOS-TV Asheville,
N. C, has been acquired by Wolfson-
Meyer Corporation (WTVJ [TV] Miami,
WFGA [TV] Jacksonville) along with op-
tions on stock of several other small minor-
ity stockholders for undisclosed sum.
Newspaper option was acquired from
Roger Peace, publisher of Greenville News-
Piedmont, as well as Asheville newspaper
operations. Other large stockholders re-
portedly are disputing validity of Citizen-
Times' option, with prospect that proxy
fight will ensue. Wolf son-headed group
last week acquired 50% of ch. 33 WMTV
(TV) Madison, Wis. for $550,000, sub-
ject to customary FCC approval (story
page 68).
B»T
INTRIGUING conversation in Washing-
ton has to do with tv cases made final by
FCC on 4-3 votes in past few months but
which are still not entirely resolved be-
cause of pending petitions for reconsidera-
tion or court appeals. Guessing game is
based on what will happen if new com-
missioner is sitting when case comes up
again for final disposition.
B»T
LIQUOR PROBLEM • Number of radio
stations understood to have engaged in
some soul-searching before accepting
Seven-Up Co.'s new campaign plugging
soft drink in copy to this general effect:
"Seven-Up and gin (or vodka, whisky, etc.)
make a fine summer drink." Question they
had to answer for themselves: "Does copy
like this put them in position of advertis-
ing hard liquor, even though no hard
liquor brands are named?" Seven-up
agency is J. Walter Thompson Co., Chi-
cago.
B»T
SOME distillers meanwhile are consider-
ing device to use broadcast media to pro-
mote their liquor products indirectly — in
institutional fashion — without violating
broadcasters' traditional ban on hard liquor
advertising. Workable for distillers who
also make non-alcholic products, plan in-
volves purchase of time in behalf of these
other products. But copy would make
clear that these are made by such-and-such
company, using parent-company name
which often is more nearly synonymous
with liquor than with its non-alcholic by-
products.
B»T
STOPPING LEAKS • FCC Chairman
McConnaughey expected to appear to-
morrow (Tues.) before Senate Subcom-
mittee headed by Sen. Henry M. (Scoop)
Jackson (D-Wash.). Committee is looking
into purported "leaks" of regulatory
agency decisions and is considering ad-
visability of legislation which would re-
sult in dismissal of or other severe penal-
ties for government officials revealing deci-
sions which affect the stock market. FCC.
it's understood, feels it has already coped
with problem by announcing its prelim-
inary decisions immediately and it's be-
lieved Chairman McConnaughey will t>o
advise Jackson Committee.
B»T
Re "leaks", case in point was May 23
subscription tv action, decided and released
on same day. Rep. Dingell (D-Mich.) in
speech on House floor last Monday (story,
page 37) alluded to purported leak in ch.
5 Boston decision to Herald-Traveler. Ques-
tion has also been raised about gyrations
in Zenith and Skiatron stock on rumors of
imminent approval by FCC of toll tv test —
which didn't happen.
B»T
MORE ZIP FOR CHRYSLER • Chrysler
Div. (Chrysler and Imperial), Detroit, re-
portedly will try to keep sales ground won
by its fishtailed, hot selling autos this year
by increasing its ad budget for 1958
models more than ever before in its his-
tory. Boost may mean more money for
radio and tv, according to plans now being
drawn up by its agency, McCann-Erick-
son, New York, and expected to be pre-
sented to client within two weeks.
B»T
KAISER Aluminum & Chemical Corp.,
Oakland, Calif., understood to be all set
with its plans to sponsor post-1948 films
on Sundays from 7:30-9 p.m. on ABC-TV
this fall. Leonard Goldenson, president of
AB-PT and acting president of ABC, re-
portedly helped clinch deal last week
when he went to Hawaii to pitch project
personally to Henry Kaiser, president of
Kaiser Corp. Young & Rubicam, New
York, is agency for Kaiser. Source of up-
to-date films is still mystery.
B»T
NEW MBS FORMAT • Mutual under-
stood to be "highly pleased" with response
from affiliates (as well as advertisers) to
its new contract centering around its music-
news format, and plans to issue interim
report this week. It is reported that 81%
(401 contracts) of 496 affiliates that were
sent pacts end of April have signed, with
39 of 40 in top markets set. Advertising-
wise only American Molasses Co. has
dropped out of its sponsorship of two five-
minute segments but this slack more than
taken up by extension of Quaker Oil Re-
fining Co. to 496 markets of sponsorship
of two weekend sports programs (origin-
ally it had signed for 130 markets). New
MBS format slated to start yesterday
(Sunday).
B.T
IT'S EXPECTED that when Adam Young
Inc. issues second in series of three studies
on U. S. radio today later this month, sta-
tion rep will stir up hornets nest anion,:
agencies and stations. One subject to be
discussed at length is whether "power" of
powerhouse stations includes programs or
is merely physical, e. g. kilowatts and cov-
erage.
Broadcasting
Telecasting
June 3, 1957 • Page 5
THIS SIGMA DELTA CHI AWARD IS
OF THE
KPHO NEWS BUREAU'S
REPORTING EXCELLENCE
IN THE PHOENIX MARKET!
f
lift \\r
U hi
To the members of the KPHO News Bureau
And News Director Johnny Green, the
sister Meredith stations join in sincere
congratulations.
The citation reads, briefly: "For distinguished service
in the field of Radio Reporting, the Sigma Delta Chi
award is made for 1956 to John Green of Radio-
Television station KPHO, Phoenix, Arizona. Johnny
Green's outstanding coverage of the Grand Canyon
air disaster, June 30, 1956 is a dramatic example of
on-the-spot radio reporting."
WHEN -Syracuse- WHEN-TV
WOW OMAHA WOW-TV
KCMO -KANSAS CITY- KCMO-TV
Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 6 • June 3, 1957
Broadcasting • Telecasting
THE WEEK IN BRIEF
LEAD STORY
Theatre Tv Gets More Impetus — Bell system ready to serve
wired cable theatre companies; means breakthrough on capital
investment front with growing interest in wired toll tv by
theatre exhibitors, community tv operators and broadcasters.
Rep. Harris, meanwhile, pleased by FCC's call for additional
comments on pay tv, but still feels Commission should answer
in full his April letter of inquiry. Page 27.
ADVERTISING & AGENCIES
P&G Cleans Up With Tv — There's
nothing in the marketing world to match
the way this leading buyer of video puts
its brands into 959c of the nation's
kitchens. Page 98.
There's an Edsel in Tv's Future — New Ford car will be in-
troduced to public via teaser tv spot campaign in August
with use of animated film, but nothing will be shown, not even
an inch of chrome of the new auto. Page 30.
Happy Marriage of Copy and Illustrations — And how best
to keep it going is talk at second annual Visual Communica-
tions Conference. Page 29.
Ford Move Fans Controversy — Ford cuts back on spot
radio campaign to help finance S5.5 million radio package,
but denies spot savings will be major portion of network in-
vestment. Ford dealers' multi-million-dollar spot campaign not
affected. Page 28.
Lee Jahncke Jr. joins rep firm as vice president and assistant
to president in realignment. Thomas E. Knode resigns as tv
vice president and plans board chief. Ted Page named as-
sistant sales manager. Page 69.
KCOP (TV) Sells For $4 Million— Ch. 13 Los Angeles outlet
goes from Copley Press to Kenyon Brown, Bing Crosby,
George Coleman and Joseph Thomas. Other tv sales last
week: WMTV (TV) Madison, Wis.; permittee KDHS fTV)
Aberdeen. S. D.. and 35% of WJBF-TV Augusta, Ga. Page
68.
Executive Changes in DuMont Stations — Buckley adds
sales and programming vice presidency for three stations to
his presidency of WNEW New York; Grogan named WABD
(TV) New York program manager; Geisman and Dreyer
duties expanded. Page 70.
Tax May Hit L. A. Stations — City querying broadcasters on
portion of local business with possibility that local levy may
be made. Page 72.
GOVERNMENT
Broadside Against FCC — Rep. John Dingell looses withering
blast against Boston ch. 5 grant, FCC's McConnaughey. Rep.
Moulder says his subcommittee definitely will investigate
Commission with hearings probably to begin in September.
Page 37.
Add Two New Tv Outlets — Permits for new television sta-
tions authorized by FCC for Hays Center, Neb. (ch. 7), and
Great Falls, Mont. (ch. 3). Page 42.
FILM
Four Still Say No. — Three companies accede to demand by
FCC network study group that they submit data, but four
others ignore subpoena. Page 58.
PERSONNEL RELATIONS
IBEW's Headache Grows — Local 1212. already smarting
from $100,000 damage suit launched against it by CBS and
an upcoming National Labor Relations Board hearing, gets
hit by NLRB petition for injunction. Page 80.
NETWORKS
More ABC Radio Changes — But it isn't ABC Radio" any
more. Name becomes ''American Broadcasting Network" as
part of apparent move to dissociate radio from tv. Daily pro-
gramming time to be cut back to eight or nine hours, but
with effort to upgrade quality of time that remains. Page 46.
$41 Million Plus For Tv Networks — That's gross time sales
for the three majors in April, according to PIB. The cash
register tempo was 5.7% above April of '56. Page 46.
Radio's Being Shortchanged — That's the protest of ABC
Radio which tells A. C. Nielsen Co. that it should not treat
the huge out-of-home listenership as merely a "bonus"
audience. Page 52.
Deaf Ears Across the Border — CBS Radio nixes Dominican
Republic's request for free and/ or paid time following net-
work's documented blast at Dominican strongman Rafael L.
Trujillo; Latin Americans approach NBC Radio for paid time.
Page 50.
STATIONS
Petry Promotes Nierman, Adds Jahncke — Martin Nierman
named vice president and tv national sales manager. Ernest
OPINION
Why BUY the Audience Your Show
Should Attract? — Asking that question.
Art Duram flays the practice of trying to
build tv viewership with a pocketbook alone.
The Fuller & Smith & Ross executive appears
in B«T's weekly Monday memo. Page 121.
An Appraisal of Radio in '57 — WICC's Phil Merryman
comments on the changing trend in station operation; sees
the successful community radio outlet as a constant com-
panion and servant to the listener. Page 116.
DEPARTMENTS
ADVERTISERS & AGENCIES ... 28
AT DEADLINE 9
AWARDS 76
CLOSED CIRCUIT 5
COLORCASTING 31
EDITORIAL 122
EDUCATION 62
FILM 58
FOR THE RECORD 87
GOVERNMENT 37
IN REVIEW 20
INTERNATIONAL 96
LEAD STORY 27
UPCOMING . . .
MANUFACTURING 90
MONDAY MEMO 121
NETWORKS 46
OPEN MIKE 13
OPINION 116
OUR RESPECTS 24
PEOPLE 86
PERSONNEL RELATIONS 80
PLAYBACK 113
PROGRAM SERVICES 7S
RATINGS 36
STATIONS 63
TRADE ASSNS 64
86
Broadcasting • Telecasting
June 3, 1957 • Page 7
WHEN KANSAS CITY GOES SHOPPING . . .
It's a WHB world
FOOD . - -
More national food product advertising is placed on WHB than on all other local radio stations
combined. And locally, virtually all major food chains advertise consistently on WHB.
DRUGS . . .
National drug advertisers and local drug stores spend more money on WHB than
on all other local radio stations combined.
AUTOMOTIVE . . .
WHB carries schedules for every major national automobile advertiser. Local car dealers
bmrmore time on WHB than on all other local radio stations combined.
. . . because IT'S A WHB AUDIENCE . . .
Whether it be Metro Pulse, Nielsen, Trendex or Hooper —
whether it be Area Nielsen or Pulse — WHB is the dominant first among every important
audience-type. That statement embraces the housewife, her husband, their teenagers —
as well as the farm family. Every survey agrees. Whether it's audience
or advertising it's a WHB world! Talk to Blair or WHB GM George W. Armstrong.
WHB
10,000 watts on 710 kc. Kansas City, Missouri
R . :r Today's Selling
WDG WHB WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
KOWH WTIX
Omaha New Orleans
Represented by Adam Young Inc.
Page 8 • June 3, 1957
Broadcasting • Telecasting
at deadline
WAAM(TV) to Westinghouse,
Sale Application Goes to FCC
FCC was asked Friday to okay sale of ch. 13
WAAM(TV) Baltimore, Md., to Westing-
house Broadcasting Co. [B»T, May 13].
Application indicates WAAM owners, pri-
marily Ben and Herman Cohen and family,
will receive 78.000 shares of newly issued
Westinghouse Electric common ($12.50 par)
in exchange for their 100,000 WAAM Inc.
shares. Westinghouse common closed Friday
at 62 on New York Stock Exchange, making
transaction $4.8 million. WAAM balance
sheet as of March 31 showed total assets of
over $1 million, current liabilities at $136,-
000 and capital and surplus at $904,993.
Capital since 1951 has been $100,000. Esti-
mated replacement cost of ABC-affiliated
Baltimore outlet was given as $2 million.
Acquisition by Westinghouse of WAAM
gives WBC limit of five vhf tv stations; it
already owns v's in Boston, San Francisco,
Pittsburgh and Cleveland.
Sale of one station and acquisition of an-
other by Harry M. Ayers {Anniston, [Ala.],
Star) reported Friday. WHMA, 250 w on
1450 kc sold to Ralph Allgood and Grove
Wise for $75,000. Messrs. Allgood and Wise
own WRMA Montgomery, Ala. At same
time Ayers' group buying WSPC Anniston
(5 kw day, 1 kw night on 1390 kc) from
W. S. Weatherly and associates for $65,000
and will change call to WHMA. Trans-
actions handled by Blackburn & Co.
Commercial Tv Transmissions
From Florida to Cuba Approved
FIRST commercial "over-the-horizon" tv
transmissions authorized by FCC to AT&T
and Florida Micro Communications Inc. —
foreshadowing international tv. Grant per-
mits AT&T to use existing uhf tropospheric
scatter telephone circuits between southern
Florida and Cuba (granted year ago) for
black-and-white tv. Frequencies specified
are 840 mc and 880 mc. Hop is 180 miles.
Florida Micro Communications received
authorization to use 800 mc to transmit from
Tavernier, Fla., to Matanzas, Cuba, where
Miami programs will be relayed to Cuban
stations. Authority is for black-and-white
and color tv. Grant indicated Florida Micro
Communications has agreement with Tele-
mundo (CMAB-TV Havana and others) to
feed Cuban programs to U. S.
Goldman Gets NARTB Post
SIMON GOLDMAN, president - general
manager of WJTN Jamestown, N. Y.,
elected director of NARTB District 2 (N. Y.,
N. J.), tabulation of election ballots showed
late Friday. He defeated Michael R. Hanna,
WHCU Ithaca, N. Y. Vacancy was created
when Robert B. Hanna, formerly of WGY
Schenectady, N. Y., became ineligible to
continue because of transfer.
Overhaul of Equal Time Rule
Suggested by Senate Committee
AMENDMENT of Sec. 315 of Communi-
cations Act requiring equal time for all po-
litical candidates suggested by blue-ribbon
Senate committee investigating political
campaigns, lobbying and campaign contri-
butions. Committee's unanimous recom-
mendation issued Friday is that Sec. 315 be
changed to eliminate necessity for accord-
ing equal time to minority parties, except
where they show public support.
Suggested is that minority party shall
benefit from Sec. 315 equal time provisions
only if it polled 5% of total vote for office
at last regular election, or, if new party,
it presents petition signed by qualified voters
equal to at least 2% of votes cast at last
regular election for office in question.
Report's highlights summed up in recom-
mendations that no campaign spending limi-
tation be put on presidential and vice presi-
dential elections; expenditures for Senate
and House elections be limited to equivalent
of 10^ per person (up from 3^) in state or
congressional district. Minority, Sens. Gore,
Kennedy and Purtell, protested exemption
of state and local party committees from
expenditure limitations. Present law limits
presidential race expenditures to $3 million
per political committee; and total of $25,-
000 and $5,000 for Senatorial and House
races respectively.
Simmel, Thompson Promoted
APPOINTMENT of Ludwig W. Simmel as
manager, sales service and traffic, NBC Ra-
dio, and William G. Thompson Jr. as super-
visor, radio co-op sales, announced Friday
by Matthew J. Culligan, vice president in
charge of NBC Radio Network. Mr. Sim-
mel was manager of co-op program sales;
Mr. Thompson, co-op promotion supervisor.
Five Wary of Translator Ban
INITIAL response to FCC proposal to pro-
hibit translators from operating in com-
munities where regular tv operates hostile.
Five rural communities in tv-less areas, in
comments filed at FCC Friday, want to
keep translators, and some of them don "t
want to rely on station "of dubious" quality."
Others said proposal would kill competition.
PUBLIC SERVANTS TWO WAYS
TWO of Kentucky's broadcasting
Lackey brothers have been elected
mayors. F. Ernest Lackey, president-
general manager of WHOP Hopkins-
ville, and Hecht S. Lackey, president-
general manager of WSON Henderson,
will serve four-year terms in their re-
spective cities.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business: for earlier news, see Adver-
& Agencies, page 28.
PRAISE PUT TO TEST • Lever Bros ,
N. Y., introducing new toilet soap, Praise,
via radio spot announcement campaign
starting on test basis in Florida July 8. Con-
tract, through Kenyon & Eckhardt, N. Y.,
unusual for test in that it is to run 52 weeks.
FIGURES ON SPECTACULARS • Ex-
quisite Form Brassiere Inc., N. Y., through
Grey Adv., New York, understood to be
buying several spectaculars for next season.
Firm was going to buy a syndicated show
from United Artists but deal broke down.
PRICE WAS RIGHT • Speidel Corp.
(watchbands) , Providence, R. I., has signed
to sponsor The Price Is Right on NBC-TV,
Monday, 7:30-8 p.m., alternate weeks. Al-
ternate sponsor for program not yet signed.
Norman, Craig & Kummel, N. Y., is agency.
GIRDS FOR GRID • Sunbeam Corp.,
Chicago, signed for quarter-sponsorship of
NCAA Big Ten regional football tv sched-
ule on NBC-TV starting Oct. 12 [At Dead-
line, May 27]. Company also has one-
fourth of national telecasts. Agency: Perrin-
Paus Co., Chicago.
BRIEFLY FOR INSTANT • General
Foods (Instant Maxwell House coffee),
N. Y., planning radio spot announcement
campaign to cover about 20 markets, ef-
fective June 9. Contract for one week only,
through Benton & Bowles, N. Y.
JELLO IN JULY • General Foods,, N. Y.,
for Jello, planning ten week radio spot an-
nouncement campaign in approximately 100
markets starting July 1. Young & Rubicam,
N. Y., is agency.
MORE FOR THYLOX • Expected increase
in broadcast media use by Pharmaceutical
Division of Shulton Inc. (Thylox Medicated
shampoo), N. Y.. will show up in next year's
plans. Account, billing approximately $500,-
000, has switched from Brudno & Bailey.
Westfield, N. J., to Foote, Cone & Belding.
N. Y. FC&B now is preparing media plans
for second half of year, but budget for this
year is firm. Thylox is spot radio user, has
tested some markets with spot tv.
ABC-TV Gets Gold Cup Races
CHAMPIONSHIP heat of 50th Gold Cup
hydroplane speed boat races on Seattle Lake.
Wash., will be televised live Aug. 11 over
ABC-TV (time to be announced). Arrange-
ments completed Friday in San Francisco
by Oliver Treyz, vice president in charge of
ABC-TV, and Otto Brandt, vice president
and general manager. KING-TV, Seattle,
originating station.
Broadcasting • Telecasting
June 3, 1957 • Page 9
PEOPLE
at deadline
Set Shipments in First Quarter:
Radio Jumps Sharply, Tv Declines
SHIPMENTS of radio sets from factories
to dealers in first quarter of 1957 totaled
1,612,044, sharp increase from 1,470,873
sets shipped in same 1956 period, according
to Radio-Electronics-Tv Mfrs. Assn. Tv set
shipments dropped to 1,457,636 in first 1957
quarter compared to 1,702,236 last year.
Radio shipments, first quarter of 1957:
State
Total
State
Total
Ala.
19,973
Nev.
2,367
Ariz.
7,929
N. H.
4,544
Ark.
6,731
N. J.
73,595
Calif.
117,022
N. M.
5,365
Colo.
12,021
N. Y.
277,851
Conn.
22,346
N. C.
24,001
Del.
2,977
N. Dak.
3,850
D. C.
20,308
Ohio
89,815
Fla.
38,296
Okla.
13,397
Ga.
27,460
Ore.
14,828
Idaho
3,714
Pa.
119,550
III.
127,065
R. I.
8,736
Ind.
27,596
S. C.
10,586
Iowa
16,018
S. Dak.
3,464
Kan.
12,073
Tenn.
22,599
Ky.
23,963
Tex.
71,081
La.
23,180
Utah
5,831
Me.
6,915
Va.
24,324
Md.
31,856
Vt.
3,255
Mass.
57,107
Wash.
23,016
Mich.
67,118
W. Va.
11,715
Minn.
26,293
Wis.
33,265
Miss.
9,258
Wyo.
2,074
Mo.
38,039
Mont.
4,431
GRAND TOTAL
Neb.
8,864
1,612,044
Tv shipments for
same period:
Ala.
24,294
N. H.
3,526
Ariz.
8,952
N. J.
52,757
Ark.
13,696
N. M.
5,561
Calif.
131,733
N. Y.
163,054
Colo.
13,047
N. C.
29,969
Conn.
24,418
N. Dak.
5,258
Del.
3,274
Ohio
80,733
D. C.
16,815
Okla.
14,908
Fla.
56,470
Ore.
16,710
Ga.
30,692
Pa.
101,095
Idaho
5,550
R. I.
7,221
III.
83,134
S. C.
13,072
Ind.
35,617
S. Dak.
5,590
Iowa
15,965
Tenn.
26,874
Kan.
16,613
Tex.
80,477
Ky.
25,832
Utah
6,660
La.
26,606
Vt.
2,963
Me.
7,132
Va.
24,284
Md.
20,843
Wash.
22,431
Mass.
43,030
W. Va.
15,779
Mich.
53,253
Wis.
24,951
Minn.
22,222
Wyo.
3,320
Miss.
14,403
U. S. TOTAL
1,453,940
Mo.
32,300
Alaska
1,039
Mont.
8,843
Hawaii
2,657
Neb.
10,802
GRAND TOTAL
Nev.
2,211
1,457,636
TEF Assets Rise 15.2%
TELEVISION Electronics Fund Inc. Fri-
day reported record total net assets of $148,-
650,003 for six months ended April 30 for
15.2% increase over amount for same pe-
riod year earlier.
UPCOMING
June 4-6: National Community Tv Assn.,
Penn-Sheraton Hotel, Pittsburgh, Pa.
June 6: Southern California Broadcasters
Assn., first annual sales clinic, Sheraton-
Town House, Los Angeles.
June 6-7: Virginia Assn. of Broadcasters,
Hotel John Marshall, Richmond.
LeMasurier Plane Crash Kills
Broadcaster, Wife Survives
REMAINS of Dalton LeMasurier, president
of KDAL-AM-TV Duluth, Minn., were to
be shipped to Duluth following discovery
of his body beside wreckage of his private
plane [B«T, May 27]. Mrs. LeMasurier is
recovering in Rawlins, Wyo., hospital from
exposure suffered while marooned nearly
three weeks on mountain ledge.
Plane crashed into side of Ferris Moun-
tain, 65 miles northeast of Rawlins, dur-
ing thunderstorm May 11, according to Mrs.
LeMasurier. Both survived crash but her
husband died two or three days later, she
said. Couple kept warm with aid of para-
chutes and spare garments in plane but had
only vitamin pills and several chocolate bars
for nourishment. Snow drifts from storm
after crash occurred kept plane hidden from
searchers. Wreckage was spotted last Thurs-
day by cowboy on ranch near mountain,
with aid of binoculars, snow having melted
enough to reveal presence of plane on ledge
200 feet from top.
Station had offered $2,500 for informa-
tion leading to location of wreckage after
formal search had been abandoned. Mr.
LeMasurier is survived by two sons, Donald,
25, Duluth boating magazine publisher, and
Ronald, 23, Pasadena, Calif., actor, and
daughter, Mrs. Stephen Collins, 21, of El
Paso Tex., as well as his parents.
Dale Cowle, KDAL promotion manager,
was at scene when Mrs. LeMasurier was
removed from mountain ledge.
Two Conn. Access Bills Now Law
TWO free-speech bills, signed by Gov.
Abraham A. Ribicoff of Connecticut, pro-
vide added rights to media in covering pub-
lic events in state. One bill opens all meet-
ings of major state bodies to newsmen and
public; other opens public records except
where public security or protection of in-
dividual's reputation is involved. Gov. Ribi-
coff said broadcasters and newspapers had
performed public service in working for
passage of measures.
L. A. Police Chief Carries
Wallace Incident to FCC
JUST where is dividing line between legit-
imate controversy and sensationalism? That
was question asked of FCC Friday by Capt.
James Hamilton, chief of Los Angeles Po-
lice Dept.'s Bureau of Intelligence. In "pro-
test" filed with Commission, including
transcript of now celebrated Mike Wallace
interview with one-time gangster Mickey
Cohen [B«T, May 27], Capt. Hamilton posed
question, asked for FCC answer. Commis-
sion has forwarded communication to ABC.
ABC-TV Vice President Ollie Treyz and
Mr. Wallace earlier made public apologies
for statements about police officials, and
network offered equal time to reply.
ROBERT G. EVERETT and DEWITT
JONES, account supervisors, and WIL-
LIAM F. TREAD WELL, public relations
head, Leo Burnett Co., Chicago and N. Y.,
elected vice presidents.
PETER H. NICHOLAS, associate research
director, Benton & Bowles, N. Y., today
(Mon.) joins Charles W. Hoyt Co. as re-
search vice president. WILLIAM A.
BAUMERT who left for Paris & Peart,
N. Y., last year rejoins Hoyt as account
executive.
GEORGE F. SPRING, salesman for WGY-
WRGB (TV) Schenectady since 1952,
named manager of sales for WRGB suc-
ceeding Robert F. Reid, earlier named WGY
manager (page 83).
HENRY W. CLEEFF, formerly with Mc-
Cann-Erickson, to Ogilvy, Benson &
Mather, N. Y., as timebuyer.
GEORGE A. GREENWOOD, promotion
manager, WNAX Yankton, S. D., July 1
becomes promotion manager of WSAZ-
AM-TV, Huntington, W. Va. JACK M.
WILLIAMS named merchandising manager
of stations.
JOHN MacDONALD, account executive at
Grant Adv. Inc., to Campbell-Mithun, Chi-
cago, in similar capacity.
VERNON E. NORRIS, formerly account
supervisor, Kenyon & Eckhardt, S. F., to
S. F. office of Dancer-Fitzgerald-Sample as
account executive.
KENNETH W. HAYDEN, general man-
ager and group supervisor at John Marshall
Ziv Co., Chicago, elected vice president.
DON TREVOR, executive producer-direc-
tor, ATV Film Productions, to Doyle Dane
Bernbach, N. Y , as tv producer.
Wildroot Buys Golf, Bowling;
Pabst May Be Golf Co-Sponsor
OVER $1 million involved in buys reported
Friday by Walter Schwimmer Co., Chicago,
packager-distributor of All Star Golf and
Championship Bowling series. Wildroot Co.,
Buffalo, through BBDO, New York, pur-
chased 13 alternate week half hours of
golf on ABC-TV, starting Oct. 12, and 13
half hours (one quarter sponsorship) of
bowling in 71 major markets, for estimated
$617,000 and $400,000 plus, respectively,
for time and package.
Pabst Brewing Co. reportedly interested
in alternate weeks of ABC-TV golf series
with Wildroot, or, along with other major
breweries, in one-half sponsorship of new
Championship Bowling series in 40 markets.
Miami Ch. 10 Modification Hit
WKAT Miami, Fla., unsuccessful applicant
for Miami's ch. 10, filed protest Friday
against modification of cp granted WPST-
TV Miami earlier this month, claiming
among other things that arrangement for
National Airlines' WPST-TV to buy ch. 23
WGBS-TV Miami equipment and studio-
transmitter facilities violated antitrust laws.
Storer's WGBS-TV has ceased operation.
Page 10 • June 3, 1957
Broadcasting • Telecasting
FIRST
KSLA-TV, Channel 12, is well into its fourth year of
leading the way in Shreveport. Full 316,000 watts power, 1,210
foot tower, unmatched engineering facilities, audience domi-
nation in every single survey made . . .
... all add up to the fact that if Shreveport and the
thriving Ark-La-Tex area are in your television
plans, KSLA-TV is your obvious choice. Your Raymer man
has the whole story and likes to tell it!
KSLA-TV
channel \ 2
in Shreveport, Louisiana
PAUL H. RAYMER CO., INC.
National Representatives
Ben Beckham, Jr., General Manager
Winston B. Linam, Station Manager
Deane R. Flett, Sales Manager
Broadcasting • Telecasting
June 3, 1957 • Page 11
WFGA-TV
Channel 12 • VHF
equipped for FULL COLOR * 1000 ft. tower
Top Power 316,000 watts • JACKSONVILLE, FLORIDA
Represented by Peters, Griffin, Woodward, Inc.
Broadcasting
Telecasting
OPEN MIKE
Goes in Ad Man's Memoirs
editor:
My biography [our respects, April
15] . . . will certainly make a fine addition
to my memoirs. I have received a number
of very fine comments from friends who
read the article, some of whom I had lost
contact with over the years.
Harry W. Chesley Jr.
Executive Vice President
D'Arcy Adv. Co.
St. Louis, Mo.
Agency Man's Reasons Popular
editor:
We would like eight copies of B*T April 1
which contains the speech of Arthur Por-
ter on "Seven Reasons Why Radio is Back
in Agency Favor."
R. B. Stone
Sales Manager
WTOL Toledo. Ohio
editor:
Please send 50 reprints of "Seven Rea-
sons Why Radio is Back in Agency Favor."
Sheldon Z. Fisher
Account Executive
WTHl Terre Haute. Ind.
editor:
Send nine copies of "Seven Reasons Why
Radio is Back in Agency Favor."
Paul B. Greenwood
KWEL Midland, Tex.
editor:
Send us five copies of Arthur Porter's
talk.
Robert W. Reny
Station Manager
WMDR Durham, N. ,C.
[EDITOR'S NOTE: Reprints of the address by
Arthur Porter of 3. Walter Thompson are avail-
able at $7.50 per 1,000 copies, $4 for 500 copies,
$2 for 100 copies, less than 10 copies, no charge.]
The ABC of a Newsstand
editor :
Ernie Stern, our coast publicity chief,
sent me the attached photo taken of a news
stand located at Hollywood and Cahuenga.
You will note that a complete row is
devoted to television publications exclu-
sively. This certainly is an indication of the
enormous spreading interest in television.
Of course, the fact that every one of the
tv magazines on the newsstand has an ABC-
TV personality on the cover doesn't make
the photo any less attractive to us.
Michael J. Foster
Vice President
ABC, New York
Urges Telecasters to Fight Back
EDITOR I
A recent UP quote, "Bad news for tv
ring fans is the word that there will be
closed-circuit tv for the proposed Robinson-
Basilio battle," prompts me to point out that
tv builds them up, then the arenas try to
gouge the public.
How much longer will our industry re-
main an easy mark for this closed-circuit
deal? We have all the means necessary to
bring a truly fine sport back to a decent
level which can be enjoyed on free tv and
without the conditions which made the
Dept. of Justice go after the International
Boxing Club.
Let's get our own boxing going. Let's
have a professional tournament and publi-
cize a clean sport with our own district
eliminations and championships. Let us
leave to the closed circuits the rotten dead
past which made a derelict of Joe Louis. We
might even begin by making Joe the head
of part of this.
I would gladly contribute to a company
which would promote only tv fights with a
low admission fee. The many deserted thea-
tres would hold enough people to assure the
public that tv fights were on the level.
Rogan Jones, President
KVOS-AM-TV Bellingham. Wash.
Capsuled News Appreciated
EDITOR :
Your new the week in brief page is
sensational. Now it's possible at a glance to
see what's cooking on the closed circuit
and deadline pages, and check the details
on the matters of interest from the brief
page. More magazines should be so easy to
read.
Lawrence H. Rogers II
President
WSAZ-AM-TV Huntington, W. Va.
i... i_
Is " ^
There are all kinds, but if you've won-
dered about advertiser consistency in
the helter-skelter Southern California
market, KTTV has the proof . . .
On Sunday, November 4, 1951,
Inglewood Park Cemetery spon-
sored its first remote telecast of
an entire church service.
Planned then as a brief public
service series. Great Churches of
The Golden West presents its
300th consecutive telecast this
month.
That's consistency . . .
Other, more worldly advertisers who
have been with KTTV continuously for
more than 5 years:
BONDS
BROWN & WILLIAMSON
HILLS BROS. COFFEE
NATIONAL BISCUIT
PACIFIC TELEPHONE & TELEGRAPH
RICHFIELD OIL
SEARS
Your Blair man has a stirring sermon
on KTTV and consistency . . .
Los Angeles Times-MGM
Television r
1^ Represented nationally by BLAIR -TV
Broadcasting • Telecasting
June 3, 1957 • Pace
Newsfilm tells the world.
Newsfilm is global not only in its
coverage of news, but also in its
distribution. There are subscriber
stations around the world. In Eng-
land, Denmark, Holland and Lux-
embourg. In Australia and Japan.
In Hawaii and Alaska. In Canada,
Cuba, Mexico and Argentina.
There are three basic reasons for
Newsfilm's worldwide growth. Its
news coverage is fast, professional,
complete. It is a product of CBS
News, known the world over as
broadcasting's finest newsgath-
ering organization. And third,
Newsfilm is the only news
service produced especially
and exclusively for the
use of television stations.
One major subscriber
to this service is Inde-
pendent Television
News Limited, the
network news service
for Great Britain's
commercial television
system. According to
Editor Geoffrey Cox of
itn: "Newsfilm has been
of immense value to us.
We have been able to rely on
it with complete confidence
as the foundation of our foreign
coverage . . . not only in the United
States but throughout the rest of
the world. Particularly, Newsfilm's
reporting of major happenings
has been outstanding."
A word to the worldly-wise: News-
film is available to all stations, at
home and abroad. Get complete
information from . . .
CBS TELEVISION
FILM SALES, INC.
". . . the best film programs for all stations"
Broadcasting Publications Inc.
A national soap maker buys a thousand viewers for
just 67c on KCRG-TV. (Sure we'll tell you who.)
Channel 9 — Cedar Rapids — Waterloo, Iowa
ABC-TV for Eastern Iowa
The Cedar Rapids Gazette Station
REPRESENTED NATIONALLY BY WEED TELEVISION.
* Based on February ARB Survey.
Page 16 • June 3, 1957-
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
B RO ADCASTING
TELEC ASTI N G
THE BUSINESSWEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N, W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Wm. R. Curtis, Jacqueline Eagle.
Jere McMillin, Ann Tasseff
EDITORIAL ASSISTANTS: Hilma Blair, Robert Con-
nor, Rita Cournoyer, Frances Pelzman, Dave
Smith
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
SALES MANAGER: Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Doris Kelly
ADVERTISING ASSISTANTS: Ada Michael. Jessie
Young
COMPTROLLER: Irving C. Miller
ASSISTANT AUDITOR: Eunice Weston
SECRETARY TO GENERAL MANAGER: Eleanor Schadi
CIRCULATION & READER'S SERVICE
MANAGER: John P. Cosgrove
SUBSCRIPTION MANAGER: Frank N. Gentile
CIRCULATION ASSISTANTS: Gerry Cleary, Christine
Harageones. Charles Harpold, Marilyn Peizer
BUREAUS
NEW YORK
444 Madison Ave., Zone 22, PLazo 5-8355
Editorial
SENIOR EDITOR: Rufus Crater
BUREAU NEWS MANAGER: Lawrence Christopher
AGENCY EDITOR: Florence Small
ASST. NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Rocco Famighetti
STAFF WRITERS: Frank P. Model. Diane Schwartz,
Sally Ann Olansky
Business
SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
ADVERTISING ASSISTANT: Donna Trolinger
CHICAGO
360 N. Michigan Ave., Zone T, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton,
Barbara Kolar
HOLLYWOOD
6253 Hollywood Blvd., Zone 28, Hollywood 3-3148
SENIOR EDITOR: Bruce Robertson
WESTERN SALES MANAGER: Bill Merritt, Virginia
Bialas
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issues: $7.00. Annual
subscription including BROADCASTING Yearbook (53rd
issue): $9.00, or TELECASTING Yearbook (54th issue):
$9.00. Annual subscription to BROADCASTING • TELE-
CASTING, including 54 issues: $11.00. Add $1.00 per
year for Canadian and foreign postage. Regular issues:
35<Z per copy; 53d and 54th issues: $3.00 per copy.
ADDRESS CHANGE: Please send requests to Circulation
Dept., BROADCASTING • TELECASTING, 1735 DeSales St.,
N.W., Washington 6, D. C. Give both old and new
addresses, including postal zone numbers. Post office
will not forward issues.
BROADCASTING* Magazine was founded in 1931 by
Broadcasting Publications Inc., using the title: BROAD-
CASTING*— The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.
*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Broadcasting • Telecasting
*New version, constructed without side tip.
RCA-6326 and RCA-6326-A, designed for use in TV film and slide cameras— both color and
black-and-white— now feature MICRO-MESH.
Micro-Mesh substantially improves the picture quality of TV film cameras— even beyond
present-day high-quality performance standards. Under continuous development for more t
five years at RCA, Micro-Mesh eliminates mesh pattern in black-and-white or color TV
without any need for defocusing.
Examples of RCA's leadership in the design and manufacture of superior-quality tubes fo
telecasting, these vidicons are available through your RCA Tube Distributor.
For technical information on these and other RCA camera tubes, write:
RCA Commercial Engineering, Harrison, N. J.
®
PICK-UP TUBES FOR TELECASTING
RADIO CORPORATION OF AMERICA
Tube Division Harrison, N. J.
KM OX
said "write" and they wrote
(419,805 POSTCARDS IN SEVEN DAYS)
"As if we didn't have enough to do, all eighteen of
the KMOX local personalities gave away radios on their
programs during National Radio Week. These personalities
asked listeners to send postcards with their names and
addresses. And the mail really rolled in! I hauled
13 mail bags (that's about 90,000 cards) in one day alone!
This must be what you advertising guys call "response".
I know one thing for sure, when folks in this area
hear something on KMOX, they sit up and take notice. I'm sure
glad National Radio Week comes only once a year."*
* Record -breaking KMOX response available
to advertisers 52 weeks a year.
The Voice of St. Louis |%|f|\J
Represented by CBS Radio Spot Sales
Outrates all
syndicated
San Francisco — highest rated
syndicated program (22.7, Pulse,
2/57) outrating George Gobel,
Gunsmoke, Zane Grey Theatre,
Jackie Gleason, Lux Video
Theatre, etc.
Twin Cities— highest rated syn-
dicated program in Minneapolis-
St. Paul (16.0, Pulse, 11/56) out-
rating Warner Brothers, Father
Knows Best, West Point, etc.
Outrates all competition in
Atlanta, Indianapolis, Portland,
Oregon, etc.
Stage 7's a dramatic anthology
which can do a fine-rating, fine-
selling job in your market, as it
is already doing in more than a
hundred others. Better check
Stage 7 for your market today.
Write, wire or phone collect for
availabilities.
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
IN REVIEW
FESTIVAL OF MAGIC
SEEING the familiar bag of tricks at close
range is enough to restore one's faith in
the occult. Magic has seldom been so en-
grossing as it was during the Producers'
Showcase festival May 27 on NBC-TV. But
this hour-and-a-half could have been tire-
some without the careful production that
was self-evident.
Such touches as stationing the Englishman
Cardini in a stuffy men's club were in-
spired as was the music that backed up his
dry performance. Happily, the masters spoke
very little, letting the color camera describe
their feats. Nor were the feats confined to
prestidigitation, levitation and such. Dancing
by Li King Si and his girl assistant was one
of the high points in an opulent evening.
Production Costs: $100,000.
Sponsored in color and black-and-white Mon.
May 27, 8-9:30 p.m. EDT, by RCA and
Whirlpool Corp. (both through Kenyon
& Eckhardt) and John Hancock Mutual
Life Insurance Co. (through McCann-
Erickson.)
Host: Ernie Kovacs; stars: Milbourne
Christopher, Sorcar, Harbin, Li King Si,
Cardini, Rene Septembre and June Merlin.
Executive producer: Mort Abrahams; as-
sociate producer: Leo Davis; director:
Charles Dubin; associate director: Dean
Whitmore; production supervisor: Shelley
Hull; music director: George Bassman;
set designer: Otis Riggs; costume super-
visor: Robert Fletcher; unit manager:
Warren Burmeister; production assistant:
Edith Hamlin.
BOOKS
ADVERTISING MEDIA by Lyndon O.
Brown, Richard S. Lessler and William
M. Weilbacher. Ronald Press Co., New
York. 395 pp. $7.50.
THE BOOK is concerned with formulation
of marketing strategy for advertising media.
A detailed description of individual media
is not included, the authors assuming that
the reader has a basic familiarity with the
physical characteristics of media. The text
is arranged in four parts. Part one discusses
the relation of advertising media to the mar-
keting process. Part two is devoted to basic
media concepts. Part three is concerned with
critical factors which affect decision making
in advertising media. Part four is an inter-
pretive summary which demonstrates the
authors' basic argument that the choice of
advertising media must, of necessity, be made
at an executive level.
THE HIDDEN PERSUADERS by Vance
Packard; 275 pp.; $4; David McKay Co.
New York.
IN days of old, when all self-respecting ad
men quoted J. Sterling Getschell or Al Las-
ker, the strategy of advertising was based
simply on (a) creating a need, then (b) fill-
ing it.
Today, in the corridors of the nation's
advertising agencies, the demi-god is Sig-
mund Freud and the watchword is "id"
the subconscious ) . The people most con-
cerned with your id and ours are the ones
Vance Packard calls "The Hidden Per-
suaders"— Freudian scholars draped in gray
flannel.
The American consumer, once a guy with
a buck, now is viewed as a man with a com-
plex. A convertible automobile is no mere
piece of machinery, it's symbolic of the
mistress he would like to have but can't af-
ford to keep.
In this sometimes frightening yet often-
related advertising and "mass-persuasion"
amusing study of motivational research and
techniques, Mr. Packard, a former Collier's
editor, has collated enough material on MR
in such a way as to leave the reader with
little doubt that he's being manipulated
through bewildering mental gymnastics. Mr.
Packard has taken a big bite and seems to
have trouble swallowing all of it. One never
quite knows when the author is being
straight-faced about the whole thing and
when he isn't. Certainly, his chapter headings
smack of the irreverent, e.g. "The Built-in
Sexual Overtone," "Back to the Breast and
Beyond," "Babes in Consumerland," etc.
Mr. Packard has chosen to use the repor-
torial vein, rather than the analytical, in stat-
ing the case for and against MR. As such,
he is often repetitive and relies somewhat
too heavily on the findings of one, medium-
sized Chicago advertising agency. Still, he
ought to be forgiven; it would take a wise
man, indeed, to make heads or tails out of
much of MR's psychopompous double talk.
TAKE MY LIFE, by Eddie Cantor, with
lane Kesner Ardmore; 288 pp.; Double-
day & Co., New York; $3.95.
THIS autobiography of Mr. Cantor, "as told
to" freelancer lane Ardmore, and spanning
over 40 years of show business, might better
have been titled "From Spectacular to Spec-
tacular— From Ziegfeld to Weaver." Mr.
Cantor, who describes himself in the Yiddish
vernacular as Schnorrer, or beggar, has been
begging for worthy causes ever since he
learned the impact of radio. That was back
in 1932 when, as star of the Chase & San-
born show, he violated an edict by J. Walter
Thompson & Co., and stimulated studio
audience reaction. (At the time, agencies in-
structed studio audiences to keep perfectly
quiet, lest they disturb performers and the
Great Unseen Audience at home.)
Mr. Cantor, so he says, also delivered the
first "negative sell" commercial, also for
C&S when he told his audience, "Ladies and
gentlemen, I do not drink Chase & Sanborn
coffee- — the people who sponsor this pro-
gram haven't enough money to make me say
I do, because I don't . . ." He added, some-
what later, "But believe me, if I drank cof-
fee, I'd drink Chase & Sanborn." Rival
coffeemakers waxed ecstatic, but only mo-
mentarily. C&S sales soared!
Mr. Cantor talks about a lot of other
things: about Ida, his four daughters, the
"Mad Russian" (Bert Gordon), Flo Ziegfeld,
Jimmy Durante, Prohibition, Irving Berlin
and the killing pace of television. The latter
topic was underscored several years ago
when he suffered a heart attack during a
Comedy Hour telecast.
Page 20 • June 3, 1957
Broadcasting • Telecasting
COVERAGE THAT REALLY COUNTS
IN WESTERN NEW BNQLAND . . .
mm
CHANNEL 22
QRADE A
PROGRAM SERVICE
AftEA.
bOOPOO PEOPLE
LY/1NCHESTER/N.H.
CHANNEL 35
QRA'DE A
'pro-am service
120.000 people
TRANSLATOR
^ STATION
'CLAREMONT^
N.H
CHANNEL 79
IN SPRINGFIELD, MASS
77re Best in View is Channel
Represented Nationally by Hollingbery
Broadcasting • Telecasting
June 3. 1957 • Page 21
Another reason why WTVT is your best buy in the Twin Cities of the South!
31 out of 50 top-rated
WTVT dominates Tampa -St. Petersburg viewing not only
with CBS programs, but with local shows, too! WTVT news,
sports and weather dominate viewing in their time periods.
Whether your schedule calls for network adjacencies or
spot program buys, you get top audience, top results on WTVT!
* ARB Feb. 1957. WTVT is top station -67%
more quarter-hour firsts than the second station!
TAMPA - ST. PETERSBURG
Twin Cities of the South, ranks 34th in retail sales among all metropolitan
markets, is one of the nation's fastest-growing industrial areas. Among
marketing executives, media and time buyers, Tampa -St. Petersburg is a
must On every market list! {Sales Management Survey of Buying Power 1957~)
LAKELAND
TAMPA
ST» PETERSBURG
WTVT dominates Tampa -St. Petersburg, and delivers bonus coverage of 239 thriving communitie
A remote o day was the dizzy pace set
by WTVT camera crews during a recent
month! Remote programs included net-
work originations of The Garry Moore
Show, I've Got a Secret, Let's Take a
Trip, plus many local and regional events.
CBS Channel 13
WTVT
TAMPA - ST. PETERSBURG
The WKY Television System, Inc.
WKY-TV and WKY Oklahoma City
WSFA-TV Montgomery
REPRESENTED BY THE KATZ ASENCY
CASE HISTORY
-HOTELS
Disneyland Hotel, adjoining world-famed
Disneyland Park, had two problems at
the start of 1957:
1. Guests had registered from 40 states
and foreign lands, but not enough of them
were from Southern California.
2. Superb convention facilities weren't
being used sufficiently by clubs and busi-
nesses.
Edward L. Koblitz, President of The
Edwards Agency Inc., Los Angeles, aimed
squarely at both targets with a human-
interest radio news commentary late each
afternoon on KBIG.
"We sought the medium which would
give greatest coverage at most reasonable
cost" writes Koblitz. "We wanted to beam
heavy into Los Angeles and Orange
Counties and along the Coast from San
Diego to Santa Barbara. Happily, Side-
lights in the News, expertly created by
your program director Alan Lisser, has
proved the magic answer in attracting
local clientele to this fine resort hotel.
"To sell our meeting facilities, we
stressed 'Make Your Convention a Family
Affair', devoting entire commercials to
businesses who became our customers.
"Our guest list today shows a record
number of names from local communities,
and business usage has hit an all-time
high . . . proof indeed that KBIG really
registers throughout all the Southland."
Ask your Weed man for other case
histories aplenty to help you evaluate
Southern California radio.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-320S
Nat. Rep. WEED and Company
OUR RESPECTS
to Vernon Da/ 1 in
ARCH is a lucky month for Vernon Dallin, new president of the Canadian
Assn. of Radio & Television Broadcasters. He was born on March 16, 1907;
started his pre-radio jobs in March: started with CFQC Saskatoon, Sask., on March
1, 1935; took his place as a CARTB director in March 1956, and was elected presi-
dent of CARTB on March 26, 1957.
Vern Dallin has handled every job open at a radio station. When he started 22
years ago at CFQC he was the fourth man on the staff. Everybody had to fill in
from salesman to engineer.
As manager of CFQC since 1946 Mr. Dallin has witnessed and met the growth
of competition in what until not so many years ago was a one-station city. Now
there are two more radio stations at Saskatoon, and CFQC-TV came into being
late in 1954. He is assistant manager of CFQC-TV.
The new CARTB prexy feels that radio is just coming into its own. His station
being associated with an electrical appliance distribution firm, he knows from day-
to-day figures that radio sets cannot be kept in stock, that small transistor sets and
all types of portable receivers are in constant demand, that sales of these sets are
continuing at a record pace, at least in western Canada. His programming on CFQC
is done with the local audience in mind, increasing sales of radio sets. The time
bought on the station reflects the results of his policies.
As president of CARTB Mr. Dallin is getting a close look at practically all pri-
vately-owned Canadian radio and television stations. He will attend all regional
conventions to report on the work of the national association. His wanderings be-
gan in April when he attended the Atlantic Assn. of Broadcasters meeting on Can-
ada's east coast. Before the year is over he will have attended meetings of four
other regional associations. One of these, the Western Assn. of Broadcasters, he
headed as president from 1955-56.
It is quite likely that as CARTB President Vern Dallin will be consulted by Ca-
nadian parliamentarians and government officials regarding the establishment of an
independent broadcasting tribunal as recommeded by the recent Royal Commission
on Broadcasting. The formation of such a board to regulate both private and gov-
ernment-owned radio and television stations has been an aim of the CARTB for
many years. Mr. Dallin's experience as a local broadcaster of long standing will
be useful to the CARTB when it is consulted by the government on policies and
regulations of the new independent Board of Broadcast Governors.
VERN DALLIN was born on a farm at Hirsch, Sask., when that province was-
only two years old. As a youngster he liked to sing, so much so that at the age
of seven he sang for departing troop trains as western Canadians enlisted to take
part in World War I. He finished high school and took a four-month course to be-
come a public school teacher. A few weeks before he became 18 he was teaching
school, and for the next five years taught at various schools in the province.
Salaries during the depression years were so low young Vern Dallin decided to
go to a university. He moved to Montreal for a year to work for a distillery to
earn enough money to see him through part of an engineering course at the U. of
Saskatchewan at Saskatoon. There he participated in dramatics and met Margaret
Murphy, oldest daughter of A. A. Murphy, owner of CFQC. She was studying
household science. Some time after Vern graduated as a civil engineer he was of-
fered a job at CFQC and on March 1, 1935, started his radio career. On Septem-
ber 28, 1935, he married the boss' daughter.
Both Vern and Margaret Dallin have carried their university training into radio
and television. Vern does all the engineering for CFQC-AM-TV and his wife has
been doing a half-hour cooking program since CFQC-TV started.
There are five young Dallins. Howard, the oldest at 19, has been doing part-time
announcing on both stations. The other four children, Lome Gail, 16, Blair, 13,
and twins Norman and Leslie, 9, are still going to school, but show signs of stepping
into the family business.
As a local broadcaster Vern Dallin keeps busy with local community work. He
has been on the Saskatoon High School Board since 1946 with three terms as chair-
man. He is a past president of the Kiwanis. He is at present the Grand First Prin-
cipal of the Grand Chapter of Royal Arch Masons of Saskatchewan.
When he isn't busy at the radio and television stations and his community work,
Vern plays a good game of golf and conducts square dances, being caller every
other week during the winter season for two recognized square dance clubs in Sas-
katoon.
Page 24 • June 3, 1957
Broadcasting • Telecasting
because
DETROIT is
Sold
... so ore the
Smart TIME BUYERS
Why are Detroiters so sold . . . and so easy to sell
... on WKMH? Because WKMH gives 'em more of what they
want most, it's the KEY STATION for all DETROIT TIGER
BASEBALL, night and day, home and away . . .
top station for news on the hour and half hour,
favorite disc jockeys and sportcasters.
Detroit listeners don't know or care that WKMH is the best
dollar buy in the rich Michigan market, but smart
time buyers sure do! They know WKMH
gives them the lowest cost per
thousand of all stations at all hours!
SAVE
UP
TO
by using two or more of these powerful stations
WKMH
Dearborn-Detroit
WKMF
Flint, Mich.
WKHM
Jackson, Mich.
USE ALL 4 STATIONS SAVE 15%
USE ANY 3 STATIONS SAVE 10%
USE ANY 2 STATIONS SAVE 5%
Dearborn
Detroit
5000 WATTS
FRED A. KNORR, Pres. JOHN CARROLL, Mg. Director
Representee/ by Headley-Reed
K N O R R
B R OADC ASTING
Broadcasting • Telecasting
June 3. 1957 • Page
MOST EYES ARE ON KTHV
IN ARKANSAS'
KTHV is seen, heard, and gets regular viewing response
throughout MOST of Arkansas! Please study the mail map
above. Notice that it includes 62 Arkansas counties — notice
KTHV's penetration to all six surrounding State borders, with
mail actually being received from viewers in Mississippi,
Missouri, Oklahoma and Texas!
With 316,000 watts on Channel 11 and with the tallest antenna
in the Central South (1756' above average terrain) KTHV
sells most of Arkansas.
Your Branham man has all the big KTHV facts. Ask him!
Channel 11
LITTLE ROCK
316,000 Watts
Henry Clay, Executive Vice President B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPORT
Page 26
June 3, 1957
Broadcasting • Telecasting
BROADCASTING
TELECASTING
Vol. 52, No. 22 JUNE 3, 1957
AT&T READY TO SERVE WIRED PAY TV
• Bell companies dealing with toll tv in California, Oklahoma
• Skiatron may pipe baseball to homes if Giants, Dodgers move
A MAJOR breakthrough in the economics
of wired subscription tv has opened the way
for closed-circuit toll tv systems to spring
up across the land — without the immense
capital investment that up to now was be-
lieved necessary to wire up a city.
The new element, which has sparked a
surge to participate in wire tv among theatre
exhibitors, community television operators
and tv station broadcasters, is that AT&T's
Bell Telephone companies are prepared to
offer common carrier wire facilities to bona-
fide pay tv entrepreneurs.
• In San Francisco, Skiatron Corp. (Matty
Fox) has made tentative arrangements with
Pacific Telephone & Telegraph Co. to feed
via telephone lines to individual subscribers
the baseball games of the Brooklyn Dodgers
and New York Giants if the ball clubs are
moved to Los Angeles and San Francisco
respectively.
• In Bartlesville, Okla., Southwestern Bell
Telephone Co. has contracted to provide the
lines to feed a five-channel toll tv system to
individual homes.
The Skiatron situation came to light fol-
lowing the mounting talk that the two Na-
tional League baseball clubs would move.
Mr. Fox, it was learned, holds the closed-
circuit tv rights to the Dodgers' games, for
which, it is understood, he has agreed to pay
$2 million per year.
The agreement with Pacific Telephone was
acknowledged by Mark Sullivan, president
of the Pacific coast Bell company. He stated
that there have been discussions with Skia-
tron's west coast office regarding the use of
circuits to feed the baseball games to homes.
"We have been working with Skiatron to
find out the initial number of lines they're
going to want," Mr. Sullivan said. "I think
the plan is just to have a coast circuit at first
and later to work back east by hooking onto
trunk coaxial lines."
The cost, Mr. Sullivan said, would not be
prohibitive. He added: "The initial cost of
installation will be paid by each subscriber."
"While our interest is merely to provide
the facilities," Mr. Sullivan continued, "I
think arrangements that could be mutually
satisfactory can be worked out."
In New York, an AT&T spokesman said:
"This is our job, to provide circuits. Of
course each situation will depend on individ-
ual circumstances, but in our view this is
closed-circuit tv."
Mr. Fox's Skiatron Corp. holds the rights
to the Subscriber- Vision system of toll tv
developed by Skiatron Electronics & Tele-
vision Corp., New York. This system en-
visions the use of coded, punch cards as a
means of payment.
The fact that Southwestern Bell Telephone
Co. actually is wiring up the oil-rich, north-
eastern Oklahoma Osage grasslands city, 63
miles north of Tulsa, was confirmed last
week. Bartlesville (pop., 20,000) is the head-
quarters of the giant, worldwide Phillips
Petroleum Co.
Only four weeks ago [B»T, May 20], it
was announced in a carefully worded state-
ment that Video Independent Theatres Inc..
had signed an agreement with Southwestern
NEW
ENTERTAINMENT
hood of $1,000 per mile per month.
The AT&T acknowledgment of the Bar-
tlesville agreement was couched in careful
language, but the import was plain: Bell
System companies, all autonomous in their
own regions, are ready to sit down and talk
business with qualified cable theatre pro-
ponents.
Although not discussed in detail, it was
presumed that some arrangement for long-
term amortization of the telephone com-
panies' heavy investment in stringing coaxial
cable throughout a prospective community
would be involved in any contract with a
Bell company.
During the past six months a number of
potential wired cable theatre companies have
MEDIUM?
Bell to wire up Bartlesville, after which the
telephone company would take over and
maintain the lines. Video subsidiary. Vumore
Co., would tap out lines from cables to sub-
scribers, it was explained, and service them.
Last week it was learned the agreement
between Southwestern Bell and Video Inde-
pendent actually is a contract by which the
theatre company was hired by the telephone
company to install 38 miles of coaxial cable
lines in Bartlesville. The amount the tele-
phone company is paying Video Independ-
ent's Vumore Co. for this job was not dis-
closed. Upon completion of the construction
job, the lines are to be leased to Vumore Co.
for its pay tv project.
In essence, the Bell company is putting in
the lines on its own, and leasing them to the
subscription tv entrepreneurs — as it would
to any customer asking wire circuits. The
charge is understood to be in the neighbor-
Broadcasting
Telecasting
filed petitions with city councils for fran-
chises to string cables on local utility poles.
Included among these are theatre exhibitors,
community tv systems and several tv sta-
tions. One of the tv stations is KRLD-TV
Dallas. Tex. [B»T. April 8].
In Bartlesville, Video Independent has
publicly committed itself to spend $300,000
on the project. This includes $30,000 to re-
model one of Video Independent's three
local theatres, and $40,000 for tv film equip-
ment.
The Bartlesville program is expected to
start in late July or early August. The cable
construction is due to be completed in about
six weeks.
Video Independent Theatres owns a chain
of 150 conventional and 60 drive-in theatres
in Oklahoma, Texas and New Mexico. In
Bartlesville it also owns two drive-in theatres.
Owned by Henry S. Grilling and associates.
June 3, 1957 • Page 27
WIRED TOLL TV
CHANNEL HOPPER'S UTOPIA
THE "entertainment package" which
Video Independent Theatres Inc. is
scheduled to offer tv viewers in Bar-
tlesville, Okla. [B»T, Feb. 18], is a five-
point program, according to Larry
Boggs. who heads up the theatre
chain's television operations.
Each subscriber will be offered a
five-channel service, Mr. Boggs ex-
plained last week, at a charge of $9.50
per month. This will include a first
run feature film on ch. 1; a feature
film rerun on ch. 2; a music and news
program on ch. 3; a background music
service on ch. 4, and a live video
presentation (either local or national)
on ch. 5.
Video Independent has a 12.5% interest in
ch. 9, CBS-affiliated. KWTV (TV) Okla-
homa City, and holds permits for ch. 9
KSPS (TV) Hot Springs, Ark., and ch. 2
KVIT (TV) Sante Fe, N. M.
Vumore Co. is the community television
system arm of Video Independent. It owns
and operates antenna systems in Ardmore,
Hobart, Altus and Hugo, Okla., and in
Wellington and Childress, Tex. Vumore Co.
is headed by Larry Boggs, tv chief of Video
Independent. Mr. Boggs is a member of the
board of governors of the National Com-
munity Television Assn.
The premise of wired pay tv was first
broached formally last year by Jerrold Elec-
tronics Corp., Philadelphia, major commu-
nity television equipment manufacturer. The
proposal for cable theatre tv was made in
comments filed by Jerrold in the FCC's sub-
scription television docket case. Jerrold's
point was that cable systems already existed
in more than 500 communities and that the
idea of paying for tv service was already
established.
Several years ago, Paramount Pictures' In-
ternational Telemeter Corp. offered a wired
pay-tv service in conjunction with its com-
munity television system in the California
resort community of Palm Springs. Calif.
Feature films were originated in cooperation
with a local movie house. The service was
abandoned after less than a year's opera-
tion.
This point of view was iterated before a
meeting of theatre exhibitors earlier this
month by Bill Daniels, Denver community
tv operator, president of the National Com-
munity Tv Assn. The Kansas City meeting
was of the Allied Theatre Owners of Mis-
souri and Kansas.
Mr. Daniels called for a "wedding" of an-
tenna cable operators and theatre exhibitors
to put over what is known in theatre circles
as Tele-Movies. This combination, he stated,
"could form the most lucrative and pleasant
partnership that has been seen or will be
seen in American business." Based on the
experience of community tv operators, Mr.
Daniels declared, there should be 60%
saturation in a three-year period.
ADVERTISERS 8 AGENCIES
FORD DIV. CUTS SPOT RADIO DRIVE
• CBS Radio gets part
* JWT denies cutback large
CRITICS of CBS Radio's $5.5 million Ford
package sale [B«T, May 13, et seq.] were
chortling "I told you so" last week as the
Ford Div. of Ford Motor Co. cut back
heavily on its current spot radio campaign.
Officials of J. Walter Thompson Co.,
agency, acknowledged that the move was
made to conserve some money to go into the
network package, but denied the cutback
was anywhere near the magnitude that first
reports indicated.
They said that actually they were can-
celing about 60% of a campaign currently
running on "powerhouse" radio stations in
63 markets. They denied the cancelations
applied only on CBS Radio affiliates — an-
other facet of the reports that circulated
at first.
They also made clear that another, multi-
million-dollar spot campaign on behalf of
Ford dealers — as distinguished from the
Ford Div. — was not affected at all by the
move.
The cancellations on the Ford Div. drive
become effective June 21. The Ford pack-
age on CBS Radio, consisting of about four
and a half hours of programs a week and
representing around $5.5 million in gross
billing, is slated to start Sept. 2.
While acknowledging that the money
saved by the spot cutback would help pay
for the network package, JWT authorities
emphasized that most of the CBS Radio
buy would be "new money." There was no
official estimate of the amount being saved
by the cancellations. The campaign in ques-
tion started last October.
If any stations were surprised by the cut-
back, it was not because they were not on
notice. When the Ford-CBS contract was
announced some three weeks ago, JWT
stated specifically that although most of it
involved additional appropriations, some
money would be taken from the Ford Div.'s
spot radio budget [B»T, May 13].
The sale has been criticized sharply by
spot radio spokesmen and also by some CBS
Radio affiliates on the ground its eats into
early-morning and late-afternoon times that
are highly profitable to the stations.
Larry Webb, managing director of Sta-
tion Representatives Assn., quoted one me-
dium-market CBS Radio affiliate as esti-
mating it would lose $100,000 a year in lo-
cal and spot advertising in those times alone,
aside from any possible losses through cut-
backs in Ford spot spending.
Despite public criticism, however, CBS
Radio officials last week said clearances still
were coming from stations at what they
considered a "normal" pace. Since the pack-
age doesn't start until September, they said
they didn't look for acceptances to come in
a great rush. The returns thus far, they as-
serted, are "quite satisfactory." JWT sources
had similar reports.
$7 Million Deal Near
For Kellogg, ABC-TV
IN what will amount to an approximately
$7 million transaction for time and pro-
gramming, ABC-TV last Wednesday was on
the threshold of closing a package deal with
Kellogg Co., Battle Creek, Mich., involving
several children's tv programs.
While no official announcement was forth-
coming Wednesday, it's understood a verbal
order for the multi-program purchase had
been completed, although some station
clearance problems remained to be resolved.
Unofficially, ABC-TV spokesmen described
it as the "largest combination multiple day-
time-nighttime sales in the network's his-
tory."
The purchase involves Kellogg co-spon-
ACTOR Walter Brennan signs for his first regular television series with Sylvania
Electric Products Inc. He will star in The Real McCoys, described as a family com-
edy, to premiere Thursday, Oct. 3 at 8:30 p.m. EDT over ABC-TV. At the signing
are (1 to r) Henry C. L. Johnson, vice president of J Walter Thompson Co., Syl-
vania's advertising agency; Terry P. Cunningham, Sylvania director of advertising:
Ben O. Holsinger, director of sales promotion: Mr. Brennan. and Bart K. Wickstrum.
vice president and director of marketing for Sylvania.
Page 28 • June 3, 1957
Broadcasting • Telecasting
NBC's DEMONSTRATION of closed-circuit color tv last Meek was followed by a
seminar for some 500 art directors attending the Annual Visual Communications
Conference in New York. L to r: Reid Davis, color coordinator for technical opera-
tions; Norman Grant, color production director; Burr Smidt, color coordinator, and
Edward J. Bennett, scenic and graphic design supervisor, all NBC.
ART DIRECTORS STUDY VISUAL ADS
• A highlight: NBC-TV special color tv presentation
• Conference discusses theme of visual communications
sorship of the ABC-TV 5-5:30 p.m. (EST)
strip (save on alternate Wednesdays and
Fridays because of a client conflict with
General Mills) and alternate weeks of Cir-
cus Boy (Thurs.. 7:30-8 p.m.). which
moves from NBC-TV to ABC-TV Sept. 19.
The lineup calls for Superman on Mon-
days. Wild Bill Hickok Tuesdays (both are
currently running as spot tv properties in
major markets). Sir Lancelot Wednesdays,
Woody Woodpecker Thursdays and Buc-
caneer Fridays, it was understood. Kellogg
would alternate sponsorship of Circus Boy
with Mars Inc. (candy makers) as a night-
time property. Kellogg has purchased a
fourth of CBS-TVs Big Record next fall
and has renewed Name That Tune on CBS-
TV.
One factor involved in the strip negotia-
tions is that major stations currently carry-
ing Mickey Mouse Club in the 5-5:30 slot
must be cleared. The series will be cut and
pushed back to the 5:30-6 slot next fall,
with General Mills as sponsor Wednesdays
and Fridays. Kellogg agency is Leo Bur-
nett Co.
ONE picture may not be worth exactly ten
thousand words, but it can be mighty per-
suasive in moving goods.
This was the overall theme of the second
annual Visual Communications Conference
held in New York last Tuesday and Wednes-
day as nearly 450 art directors met to dis-
cuss— and learn — of new ways to use the
visual image in advertising. The two-day
meeting was sponsored by the Art Directors
Club of New York, which also conducted
the 36th annual National Exhibition of Ad-
vertising and Editorial Art & Design [B»T.
May 20].
Of particular interest to the visiting AD's
— who represented not only agencies and
networks, but also advertisers, manufacturers
and independent art firms — was a two-hour
closed-circuit color tv demonstration held
by NBC-TV Tuesday afternoon. This two-
hour seminar, titled "New- Ideas and Tech-
niques in Television."" was directed by Nor-
man Grant, NBC associate director of color
production. Staged at NBC"s Ziegfeld The-
atre, the presentation consisted of the follow-
ing: a film on the use of colors, a specialh-
staged NBC-TV production titled "Your
Electronic Canvas" (which detailed the in-
gredients going into a color tv production):
a live pickup from Hollywood of NBC-TV's
Matinee Theatre: a demonstration showing
how only color tv can help the advertiser
"reach the consumer with the full sales im-
pact of his product"': a panel discussion and
a question-and-answ er period.
In introducing the seminar. Carl Stanton.
NBC vice president in charge of color tv
coordination, told the visitors that NBC color
programs now are available on 142 affili-
ates, of w hich 22 are able to originate color
shows. He showed that if sold properly,
color tv is truly a '"miracle." i In Milw aukee
last month. Mr. Stanton said, a special
'"Color Carnival" promotion campaign
sparked by RCA was responsible for a 5009r
increase in color set sales.)
Participating in the panel discussion and
the subsequent Q-and-A period were William
Boss. RCA color coordination vice presi-
dent: Mr. Stanton: Hugh Beville. NBC plan-
ning vice president: Burr Smidt and Reid
Davis, color coordinators: Edward Bennett,
manager of design and art at NBC. and Mike
Horton. NBC director of information.
This was not the only occasion where
RCA and color tv figured in the conference.
During the special awards luncheon Mon-
day. RCA Board Chairman David Sarnoff
received a. special Art Directors Club cita-
tion for "vision and leadership" in the de-
velopment of color tv [At Deadline. May
27]. Also cited for his contribution to art
was Young &. Rubicam President Sigurd S.
Larmon, who expressed "mild amazement"
at how far advertising has progressed during
the past three decades. Back then, he mused,
it was the all-copy advertisement that was
hailed for its greatness, e.g.. MacManus.
John & Adams' "The Penalty of Leader-
ship" for Cadillac. Today, an ad using no
copy at all (viz.. Ogilvy. Benson & Mather's
Hathaway shirt "eyepatch" campaign) can
convey almost all there is to say.
But pictures alone don't do the trick.
Walter Weir, executive vice president of
client service, Donahue & Coe, New York,
said in discussing management's role in
advertising. He declared that there's more to
"image building" than pictures. "Manage-
ment," he asserted, "must know and at
least appreciate if not understand the whole
process of visual communications." This in-
cludes copy, he said. Copywriters, he went
on. must bear in mind the following:
(a) That "people in general seem to think,
feel about, react to and evaluate products or
business institutions by creating images of
them:" (b) that they ""cannot 'force' an image
of a product or a corporation on a person
against that person's better judgment." and
(c) that "the most effective way to create a
more favorable image of a product or an
institution is by making real and tangible im-
provements in the product or institution it-
self."
Mr. Weir's remarks were amplified by
Walter W. Straley. assistant public relations
vice president. American Telephone & Tele-
graph Co.. who said that company spends
millions of dollars each year on art that
will appear in all media. As to charges that
art is debasing itself by going to work for
big business. Mr. Straley said business can't
afford to misuse art. because the customers
judge industry by "what it does for them,
not by its success or failure in the profit-
making function." He admitted, however,
that management still has a lot to learn
about using art.
Pierre D. Martineau. research director of
the Chicago Tribune (WGN-AM-TV Chica-
go), declared that "it is a fantastic irony
. . . that the one area where the influence
of non-objective art is the most apparent
and is given the freest hand is the last place
you'd expect to find it — in industrial adver-
tising." Mr. Martineau. an expert on motiva-
tion research, also went along w ith the thesis
of some other speakers: namely, that words
often can have a more potent effect than pic-
tures— if used convincingly and imagina-
tively.
(Mr. Weir had declared earlier in the ses-
Broadcasting • Telecasting
June 3, 1957 • Page 29
ADVERTISERS & AGENCIES
sion that "what we see with the back of our
eyes is often more important than what we
see in front." He cited the "phenomenally-
successful" descriptions of Oldsmobile's
motors as "rockets," of Ford's sportscar as
"Thunderbird," and contrarywise, of Chev-
rolet's sportscar, "Corvette." The latter, he
said, has its derivation from the Latin word
"corbita," meaning "slow sailing vessel."
Chevey's Corvette sales lag well behind
Thunderbird's.)
Mr. Martineau said "radio is experi-
encing a considerable resurgence with the
humorous, off-beat commercials" pioneered
by tv's "relaxed sell." These, he declared,
are successful not because of their words,
but because of the way in which "their
claims are presented."
The majority of the sessions were affirma-
tive with some moments of laughter. It was
not until the end of the convention that a
mi. Hummer . .^WBNpP'w
L %jr*
1A
that's coming . . .
your way
FORD
THUNPERBIRD
Lincoln .
FORD
CONTINENTAL
P0RD
THUNDERBIRD
MERCURY
Continental,
. and Continental.
FORD
' MERCURY
MERCURY
CONTINENTAL
And now .
FORD
D
MERCURY
immm
CONTINENTAL
EDSEL
FORD ^
THUNDER BIRP
MERCURY
Mercury
. happy day
. with the great new
EDSEL .
. coming your way!
PREVIE^^" Teasers' for new Edsel 9et rusn treatment at UPA and K&E
IN DEARBORN, Mich., last week.
Ford Motor and Edsel Div. executives
— including Henry Ford II — got their
first look at the initial Edsel tv com-
mercials. The commercials were pre-
pared jointly by Kenyon & Eckhardt.
New York, Ford's institutional agency,
and UPA Pictures Inc., New York.
The commercials, 10- and 20-second
animated film cartoons (the 20-second
version is illustrated here) done in
UPA's familiar avant garde style, are
not slated for public exposure until
late August, and by that time, K&E
hopes to have lined up at least 150
stations and probably more — or "as
many stations as we can get," as an
agency official phrased it Wednesday.
The "teasers" will coincide with a
saturation radio spot campaign for the
Edsel, and both broadcast drives will
have been preceded by print media
ads starting in late July.
UPA turned out what it calls "one
of the fastest rush orders in our his-
tory." Called in by K&E the second
week in May, UPA completed the
spots May 24, whereupon they were
rushed out to Michigan for a quick
showing to the client.
In effect, these teasers will serve as
the first word the nation's tv viewers
will get on Edsel — first word, but not
first look. Ford is determined to keep
actual pictures of the new car under
wraps until the official unveiling in
mid-September.
The reason the two commercials are
being handled through K&E — and not
Edsel's agency, Foote, Cone & Belding.
Chicago — is that the teaser campaign
is being "sponsored" by the parent
company.
Credits for the jingle campaign go
to: K&E copywriters Lem Forester
and Bob Pasch, K&E Art Director
Chauncey Corton and K&E's Mr.
Johnson; UPA's Jack Goodford and
the musical jingle team of Alan Scott
and Keith Textor (Scott-Textor Pro-
ductions, New York).
Page 30 • June 3, 1957
Broadcasting • Telecasting
pessimistic voice was heard. It belonged to
author Vance Packard, whose The Hidden
Persuaders [see In Review, page 20J — an
attack on motivation or "depth" research
and its many "frightening" manifestations —
is currently considered controversial on Mad-
ison Avenue. Mr. Packard, who appears to
have become a popular guest speaker at ad-
vertising gatherings (two weeks ago he ad-
dressed the Package Research Conference
on the evils of MR and the next day talked
before an author-meets-the-critics type press
conference sponsored by Market Psychol-
ogy Inc., an MR firm) minced few words.
He told the AD*s that "you have become
powerful people — almost frighteningly so.
I plead that you will use this power wisely
and carefully." But he doesn't seem to hold
out much hope. Among the questions he
raised:
• "What is the morality of manipulating
children*' before they have reached the age
of reason, by exhorting them (through tv)
to buy products they really do not need, to
use them as means to get at their parents?
(He contends that when a tv program per-
sonality tells the toddlers to buy X-brand
cereal because "if you love me, you'll love
it" is nothing short of "capitalizing on emo-
tional appeal."
• "What is the morality of playing on
hidden feelings." e.g.. anxiety, body con-
sciousness, etc.?
• "What is the morality of encouraging
housewives to be impulsive in supermarkets"
by "hypnotizing" them through "dazzling
packaging" when packages' contents hardly
differ?
• "What is the morality of treating voters
like consumers . . . selling candidates like
tubes of toothpaste . . . packaging 'father'
images instead of leaders?"
• "What is the morality of exploiting
sexual attitudes for commercial purposes,"
e.g., the Maidenform bra campaign?
• "What is the morality of trying to
sneak past the mind" into the subconscious?
The latter query dealt with the "fascina-
ting . . . and disquieting" technique of per-
suasion through use of the "subthreshold
effect." The idea here, he pointed out, "is to
slip sales messages on short bits of film into
conventional tv films. The message, perhaps
exhorting people to buy your ice cream,
goes by so fast that the conscious eye does
not see it or hear it. The subconscious eye
and ear, however, allegedly do hear it. It is
claimed that there have been increases in
sales that cannot otherwise be accounted
for. People suddenly develop a craving for
ice cream and don't know why. But we do."
Other speakers during the two-day meet-
ing included NYADC outgoing President
William Buckley, an art director at Benton
& Bowles; illustrator Albert Dome; seman-
ticist Dr. S. I. Hayakawa; McCall Publishing
Corp. executive Otis Wiese; New York
Daily News Managing Editor Robert Shand,
and freelance photographer Bert Stern. The
entire conference was chaired by William
H. Schneider, vice president and plans board
chairman. Donahue & Coe, New York.
Impression Counts, Not Number,
Says Porter of Commercials, Ads
IT'S not just circulation (number of people
exposed to a commercial or advertisement)
but the impression on the mind that ought
to count in .the advertising field.
This was the gist of a talk Tuesday by
Arthur Porter, vice president and media di-
rector, J. Walter Thompson Co., New York,
before the Advertising Club of Des Moines.
Mr. Porter deplored the situation of
buyers "plagued with circulation figures of
boxcar dimensions" but without comparable
information on what the advertiser receives
for his money in terms of "penetrating hu-
man consciousness." Reflected Mr. Porter:
"It's high time that we throw the same in-
genuity and enthusiasm into measuring im-
pact values as we have devoted to circula-
tion values."
He asserted that if all advertising were
bought only on the basis of getting the
largest circulation at the lowest cost, "few
magazine spreads or television spectaculars
would ever have seen the light of day, and
the job of media selection could have been
relegated to the calculating machines."
Mr. Porter suggested a number of areas
for study, among them:
(1) What kind of indentation do messages
delivered through various media make on
the human mind? How deeply and for how
long are they remembered? Is there a dif-
ference in the rate at which they are for-
gotten? What are the differences in the ab-
sorption of ideas through the eye versus the
ear?
(2) What does the length of the commer-
cial or advertisement have to do with the
strength of the impression?
(3) How many injections must be given
to the consumer in a given period of time
for effective awareness of product values?
(4) What are the differences in impres-
sion due to placement of ads in the front or
back of the magazine, or at the beginning
or end of the program?
(5) How important is editorial content in
adding to the authority of an advertising
message?
(6) Are there any differences in kind or
depth of impression made by the advertis-
ing in national versus local media?
Pharma-Craft Increases Sales,
Plans $4 Million Budget in Tv
SALES volume of Pharma-Craft Co. has
tripled since 1955, Frank E. Bell, president
of the company, announced last Monday at
the annual sales meeting at the Sheraton
Hotel in New York.
Mr. Bell told the group that "we are em-
barking upon a great expansion in our ad-
vertising. While continuing our schedules in
mass printed media and on radio, we are
also undertaking a $4 million television
campaign. Over a 65-week period, begin-
ning June 23. Pharma-Craft will be a spon-
sor of the Steve Allen Sunday evening show
carried by 143 stations on NBC network."
"In 1955," Mr. Bell explained, "we not
only carried a far smaller product line but
we had no sales force of our own. Today
we have a smoothly functioning force of 33
men; and our sales prospects are such that
this force will soon be enlarged."
Mr. Bell attributed the sales rise to prod-
uct development among other things and
pointed out that this year alone the firm had
brought out four new products — Fresh
Ready roll-on lotion deodorant. Coldene
tablets. Coldene nasal spray and Mr. Fresh.
COIORC
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Colorcasting canceled for summer.
NBC-TV
June 3-7, 10-12 (1:30-2:30 p.m.)
Club 60. participating sponsors.
June 3, 4, 6, 7, 10-12 (3-4 p.m.) Mat-
inee Theatre, participating sponsors.
June 3, 10 (8-8:30 p.m.) Adventures
of Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan, Stauffer. Colwell &
Bayles.
June 3 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham, Louis &
Brorbv and Mennen Co. through Grev
Adv. '
June 4 (8-9 p.m.) Washington Square.
Helene Curtis through Earle Ludgin
and Royal McBee Corp. through
Youna & Rubicam.
<g>
A S TIN G
June 5, 12 (8-8:30 p.m.) Masquerade
Party, participating sponsors.
June 5, 12 (9-10 p.m.) Kraft Televi-
sion Theatre, Kraft Foods Co. through
J. Walter Thompson Co.
June 6 (10-11 p.m.) Lux Video Thea-
tre, Lever Bros, through J. Walter
Thompson Co.
June 7 (8:30-9 p.m.) Life of Riley.
Gulf through Young & Rubicam.
June 8 ( 8-9 p.m. ) Perry Como Show.
participating sponsors.
June 8 (9-10:30 p.m.) Saturday Color
Carnival (9-10 p.m. Jerry Lewis Show
and 10-10:30 The Marriage). RCA-
Whirlpool through Kenyon & Eck-
hardt and Oldsmobile through D. P.
Brother.
June 9 (9-10 p.m.) Alcoa Hour. Alu-
minum Co. of America through Fuller
& Smith & Ross.
June 11 (8-8:30 p.m.) Arthur Mur-
ray Party. Speidel through Norman,
Craig & Kummel & Purex through
Edward H. Weiss & Co.
Broadcasting • Telecasting
June 3, 1957 • Page 31
ADVERTISERS 8 AGENCIES
QUEST TO DEFINE AGENCY ROLE
DISTRIBUTION of comprehensive ques-
tionnaires seeking information on the con-
tribution made by modern advertising agen-
cies and the specific services through which
these contributions are made was announced
last week by Prof. Albert Frey, professor
of marketing, Tuck School of Business Ad-
ministration, Dartmouth College.
The first questionnaire — to advertising
managers of a comprehensive list of com-
panies which use advertising to an important
degree — was mailed Monday. Question-
naires to presidents of companies and to
presidents of many advertising agencies will
be mailed shortly. A fourth questionnaire,
Mr. Frey said, will be sent to representatives
of advertising media in the near future.
The distribution of the surveys is one
phase of the analysis of advertiser-agency-
media relationships and compensation meth-
ods that Prof. Frey and his associate, Prof.
Kenneth Davis, also of the Tuck School, are
conducting at the request of Assn. of Na-
tional Advertisers.
"The information we gather through these
questionnaires," Prof. Frey said, "will be of
great importance. However, a search for in-
formation of this magnitude and complexity
cannot be limited to mail questionnaires
alone. This is only one phase of a three-part
effort involving intensive personal interview-
ing, a full examination of all the available
published authorities and information on the
subject, as well as the mail questionnaires."
The analysis of agency services and com-
pensation methods of which the question-
naires are a part initially was announced by
ANA at its annual meeting in the fall of
1956. At that time John McLaughlin, vice
president of Kraft Foods Co. and chairman
of the special ANA committee responsible
for the project, pointed out that while it was
clear the functions and contributions of
agencies today have grown vastly in a rela-
tively few years, no real attempt has been
made to determine exactly what agencies are
— or are not — called on to do and the effec-
tiveness of these efforts.
Prof. Frey described the objectives and
scope of the analysis: "The benefits that
should accure to advertisers, to agencies, and
to media can be readily inferred when I re-
late what we intend to have in our report.
"1. We are attempting to describe and
analyze the function of advertising agencies
in today's marketing system. Advertising's
role in the economy has changed to a degree
that makes most desirable a good hard look
at the responsibilities, contributions and
functions of the advertising agency under
new conditions.
"2. We are developing specific informa-
tion on agency organization, policies, serv-
ices and methods of compensation. We are
examining current agency practices with the
hope that this compilation of data can lead
to a better intregration of advertising agency
service into an advertiser's total marketing
program.
"3. We are developing information on the
structure of the advertising agency industry.
We feel that only by a thorough understand-
ing of the characteristics of the agency in-
dustry as a whole can top management to-
gether with advertising management fully
appreciate the problems and functions of an
individual agency. . . . We are not studying
agencies alone. Obviously one of the most
important areas of responsibility is the man-
agement of advertising itself; and, of course,
the advertising system involves media, too.
Our study is concerned with all three.
"4. Since we are finding interesting dif-
ferences in the working relationships among
advertisers, agencies and media, we shall de-
scribe those that give promise of helping ad-
vertisers and the other two groups to work
more effectively together.
"5. The attitudes of advertisers, agencies
and media toward one another have an in-
fluence on the efficiency and productiveness
of the working relationships among them.
We shall, therefore report on the attitudes of
each of the three groups toward the others.
"6. We have not had a single interview,
naturally enough, in which the subject of
agency compensation hasn't come up. We
shall report to ANA members on existing
methods of compensation as we find them
and on opinions of advertisers, agencies and
media toward these methods. We shall re-
port changes in current methods that are
suggested."
In commenting on the questionnaires.
Prof. Frey conceded that in some respects
those addressed to advertising managers and
the presidents of advertising agencies would
entail some time and effort in answering.
But he felt the importance of the subject
warranted this special effort.
Prof. Frey said the questionnaires had
been "pre-tested" among a limited group of
advertisers and agencies. "It is gratifying,"
he said, "that many in this small but im-
portant sample told me they benefited di-
KENNETH C. ZONSIUS (1), director
of advertising of Goodyear Tire &
Rubber Co., Akron, gets his 40-year
service pin from company President
E. J. Thomas. Mr. Zonsius started as
a clerk in the Chicago district office
and was manager of auto tire sales
from 1935 until 1952 when he took his
current assignment.
rectly by their questionnaire because it drew
attention to questions or areas which could
stand examination in their own operations."
Wisser, Tendrich Promoted
In Weiss & Geller Changes
AS part of several organization changes
announced last week at Weiss & Geller New
York Inc., Lawrence Wisser was appointed
senior vice president and creative director
of the agency and Max Tendrich, vice
president in charge of all media, was pro-
moted to the newly-created post of executive
vice president.
Mr. Wisser joins Weiss & Geller from
Emil Mogul Inc., New York, where he has
been a copy chief since its absorption of
MR. GELLER MR. WISSER MR. TENDRICH
Storm & Klein Inc. in January 1956. He
had been with Storm & Klein since 1949,
serving as vice president and creative di-
rector.
Dr. Max A. Geller, president of the
agency, also announced that a creative com-
mittee has been formed under his chairman-
ship. Both Messrs. Tendrich and Wisser will
serve on the committee.
Continental Baking Moves
NATIONAL headquarters of the Conti-
nental Baking Co., including advertising,
were to be moved over the weekend from
New York's Rockefeller Plaza to a two-
story building and connecting research lab-
oratories on a 25-acre tract lying in Rye
and Harrison, N. Y., in Westchester Coun-
ty. The headquarters building was built at
a cost in excess of $1 million, a company
spokesman said. The new building brings
together all the research and home office
activities, which formerly were scattered
throughout the New York area, and as such
will be the hub of Continental's operation,
which includes 1 1 regions, 20,000 employes
in 86 plants and 333 distribution depots in
39 states. Advertising, market research,
sales promotion and other top executive de-
partments will be located on the second
floor of the General Office Bldg. there.
Antell Wants Half-hour Film
CHARLES ANTELL Hair Products, Balti-
more, is looking for a half-hour film show
for network presentation and expects to
double its 1957-58 tv budget, it was an-
nounced by Paul Venze Assoc., Baltimore,
agency for Charles Antell, last week.
Antell reported it was listed as number
14 in top tv spenders and its tv budget
ranged between $2.5-3 million in 1956. The
firm is continuing its tv spot schedule in 50
markets and its barter arrangements in over
top 100 markets with first and second-run
half-hours, westerns, features and cartoons.
Page 32
June 3, 1957
Broadcasting
Telecasting
Get more
than 45%
(of Iowa's Drug Sales Potential)
WHO gives you Iowa's
Metropolitan Areas (45% of Drug Sales)
• . . PLUS THE REMAINDER OF IOWA
Iowa has six Metropolitan Areas,
which, all combined, account for
44.5% of the State's total
Drug Sales. The remainder
of Iowa does 55.5%!
Quite a number of radio stations can give you high
ratings in ONE Metropolitan Area. WHO gives you
high coverage in virtually ALL the State's Metropolitan
Areas, plus practically the REMAINDER of Iowa, too!
FREE MERCHANDISING!
WHO Radio maintains one of the nation's most com-
prehensive and successful FREE merchandising services
in 350 high-volume grocery stores for FOOD adver-
tisers who buy $300 gross time per week; in 250 high-
volume drug stores for DRUG advertisers who buy
$250 per week. (A $200 Food plan is also available.)
Ask us — or PGW — for all the facts!
WHO Radio is part of
Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines
WOC-TV, Davenport
Sioux City — 5,5%
Des Moines — 13.7°/J
Dubuque — 3.6 %
OF IOWA Tri.Cilies-1,.5%
Cedar Rapids — 5.5 %)
Waterloo — 4.7%
OWA DRUG SALES
1956 Consumer Markets Figures
WHO
for Iowa PLUS!
Des Moines
50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
T Peters, Griffin, Woodward, Inc.,
National Representatives
Broadcasting
Telecasting
June 3, 1957
Page 33
sixtti in a series of 12 ads
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Page 34 • June 3, 1957
Broadcasting • Telecasting
ADVERTISERS & AGENCIES
Aw
MR. MINOR
Plymouth Is Sold
On Tv, Says Minor
TELEVISION is expensive, but it produces
results that make its use well worth while
as an advertising medium, both network and
spot. Jack Webb Minor, sales vice president,
Plymouth Div. of Chrysler Corp., said Tues-
day in a talk before
the Los Angeles
Advertising Club.
The meeting
chairman was Bob
Dellinger of the
Hollywood office of
Grant Adv. Inc.,
Plymouth agency,
and president of the
Los Angeles Junior
Ad Club, on whose
behalf he presented
35 - year - old Mr.
Minor with a
plaque calling the recipient the "outstand-
ing young businessman of 1957."
The "prophets of gloom and doom" who
now are predicting that tv will price itself
out of business are the same ones who 10
years ago were saying that tv was so power-
ful that it was going to put the other media
out of business, Mr. Minor said. He stated
emphatically that in his book they are just
as wrong now as they were then. Plymouth
is sold on tv, but it is also using plenty of
newspaper space and radio time, he said,
as well as outdoor and other media.
Selling autos by tv is not a matter of
spending money for immediate results but
a long-term proposition, he commented. A
family that began watching the Lawrence
Welk show when it first went on the air in
July 1955 might have been sold immediately
on the virtues of a Dodge by the program's
commercials, he hypothesized, but with 15
months of payments still owing on their
present car they had to watch and wait un-
til September 1956 before their desire for
a Dodge could be realized and the company
could profit by its tv advertising.
Ratings, while not perfect, are the best
yardstick now available for measuring pro-
gram audience, Mr. Minor said, but he
added that they should not be taken as the
sole criterion of a program's success. Rat-
ings aren't infallible," he noted, "it's sales
that are really important." The Plymouth
people are happy about the fact that their
new program, Date With the Angels, on
its first telecast got the highest rating ever
achieved on ABC-TV, he stated, and they
expect the program's ratings to go even
higher, but "even if the rating goes all the
way to the top, if the program doesn't sell
cars, we'll be looking for a new show."
Mr. Minor said that to him the threat of
toll tv had been greatly exaggerated. It "will
be competitive to free tv, but not fatal,"
he declared. "Pay-as-you-see tv could be a
good thing for free tv by forcing it to
produce better programs and better com-
mercials, too," he said, but he expressed
grave doubts that the public would turn
from free programming as good as it is now
RADIO 'SNEAKS UP'
ONE FOURTH of all coffee brand
buying decisions are made by men and
most coffee advertisers fail to reach
them, Radio Advertising Bureau Presi-
dent Kevin Sweeney told the Southern
Coffee Roasters Assn. in Chattanooga.
"You must trap men into becoming in-
terested in your advertising," he said,
explaining, "Radio sneaks up on them
(men) — or at least 92% of them — tell-
ing your brand story before they know
they're listening." Mr. Sweeney said
men are not readers of most types of
advertising for food but "some" agen-
cies "persist in advertising formulas
which don't cover men at all."
getting for other programs for which it
would have to pay.
Al Crooks, advertising manager, Certified
Grocers of California, was elected president
of the Los Angeles Advertising Club for the
coming year. Bob Hemmings, partner. Bur-
roughs Direct Mail Adv., was elected first
vice president; Bob Sample, vice president,
Better Business Bureau, second vice presi-
dent; Bob Hicks, manager, Southern Cali-
fornia Business Extension Bureau, treasurer,
and Margaret Erwin, account executive,
United Air Lines, secretary.
New directors are Tom O'Connell, direc-
tor of advertising and publications, Title In-
surance & Trust Co.; Harlan Palmer Jr.,
publisher, Hollywood Citizen-News; Ed
Lefler, president, The Mailing House.
Pulse to Add Telepulse Data
On 40 Individual Tv Markets
PULSE Inc. announced last week that its
U. S. Telepulse, which has provided monthly
ratings of national network programs for
the past two years, and its monthly report
on syndicated film programs will carry mar-
ket-by-market as well as national ratings
starting with the May reports.
The reports will be based on and carry
individual data on measurements in some
40 markets — 23 major markets which will
be the same each month, and 17 secondary
markets which will vary from month to
month. In the course of a year, the new
U. S. Telepulse will report on a total of
more than 150 markets, according to Dr.
Sydney Roslow, director of Pulse.
"With increase in competition for the
consumer dollar and the simultaneous in-
crease in advertising costs," Dr. Roslow
said, "numerous national advertisers have
asked us to devise a rating service covering
both the national and local market in one
binding." He pointed out that the new serv-
ice permits an advertiser to see how his
program fares in one market as against an-
other, as well as nationally, and thus en-
ables him to take prompt corrective action
where that is deemed advisable.
The new U. S. Telepulse will be provided
as a bonus to all who subscribe to regular
Pulse reports on at least 10 markets. It
will not be available for sale as a single unit.
Brylcreem, Lipton Co-sponsor
HAROLD F. RITCHIE Inc. (Brylcreem)
and Thomas J. Lipton Inc. (Lipton's tea)
will sponsor Hawkeye and the Last of the
Mohicans over CBC-TV next season begin-
ning Oct. 4. Hawkeye claims to be the first
half-hour commercial tv film series pro-
duced in Canada. It now is on the air in the
U. S. in 120 markets. Toronto offices of
Atherton & Currier and Young & Rubicam
are agencies for Brylcreem and Lipton's tea,
respectively. Normandie Productions Ltd.
produced the series in cooperation with
CBC. Television Programs of America Inc.
distributes the series in America.
AFA to Hear Motivation Panel
MOTIVATIONAL research, a popular cur-
rent topic on Madison Avenue, goes south
next week to become one highlight on
the agenda of the 53rd annual convention
of the Advertising Federation of America
at Miami Beach June 9-13. The morning
business session June 1 1 will hear panelists
Dr. Ernest Dichter, president, Institute of
Motivational Research; Prof. Robert J. Wil-
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,673,000 people in the U. S. over 12 years of age during the
week, May 19-25. This is how they spent their time:*
61.2% (75,076,000) spent 1,532.8 million hours watching television
54.7% (67,102,000) spent 892.5 million hours listening to radio
78.4% (96,176,000) spent 381.4 million hours reading newspapers
27.3% (33,490,000) spent 144.5 million hours reading magazines
20.1% (24,657,000) spent 218.6 million hours watching movies on tv
27.0% (33,135,000) spent 137.5 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Broadcasting
Telecasting
June 3, 1957
Paae 35
ADVERTISERS & AGENCIES
Hams, Columbia U. Psychology Dept., and
Dr. Herta Herzog, McCann-Erickson vice
president and director of research. Other
agenda topics range from outdoor advertis-
ing and direct mail to retail advertising, with
no specific radio-tv subjects slated. Con-
vention headquarters: Hotel Fontainbleau.
AAAA Appoints Chairman
For Nine 1957-58 Committees
CHAIRMEN and vice chairmen for com-
mittees of the American Assn. of Adver-
tising Agencies have been announced for
1957-58. Chairmen of six committees of
board are appointed from among AAAA
directors-at-large. They and their vice chair-
men are:
Advertiser relations: chairman, Harry
Harding (re-appointment), Young & Rubi-
cam, New York; vice chairman, Richard
N. Heath, Leo Burnett Co., Chicago.
Agency Administration: chairman, Bryan
Houston (re-appointment), Bryan Houston
Inc., New York; vice chairman, Larry
Wherry (re-appointment), Wherry, Baker &
Tilden, Chicago.
Agency personnel: chairman, Raymond
F. Sullivan, Sullivan, Stauffer, Colwell &
Bayles, New York; vice chairman, Ray O.
Mithun, Campbell-Mithun, Minneapolis.
Government, public and educator rela-
tions: chairman, Otto Kleppner, Kleppner
Co., New York; vice chairman, Adolph J.
Toigo, Lennen & Newell, New York.
Improvement of advertising content:
chairman, Edwin Cox, Kenyon & Eckhardt,
New York; vice chairman, Robert E. Allen,
Fuller & Smith & Ross, New York.
Media relations: chairman, Frank K.
White, McCann-Erickson, New York; vice
chairman, Norman H. Strouse, J. Walter
Thompson Co., New York.
Chairmen and vice chairmen of standing
committees include
Broadcast media: chairman, Frank G.
Silvernail (re-appointment), BBDO, New
York; vice chairman, Jane Daly (re-ap-
pointment), Earle Ludgin & Co., Chicago.
International advertising: chairman, Vin-
cent Tutching (re-appointment), McCann-
Erickson Corp. (International), New York;
vice chairman, W. A. Weaver (re-appoint-
ment), Griswold-Eshleman Co., Cleveland.
Research: chairman, Edward Battey,
Compton Adv., New York; vice chairman,
Peter Langhoff, Young & Rubicam, New
York.
Television and radio administration: chair-
man, John F. Devine (re-appointment), J.
Walter Thompson Co., New York; vice
chairman, Hildred Sanders, Dan B. Miner
Co., Los Angeles.
Ad Center Dedication Set
OFFICIAL dedication ceremonies for the
Advertising Center Inc. a year-round center
for exhibiting advertising and sales promo-
tion media, materials, services and ideas will
be held June 10 at its headquarters at 285
Madison Ave., New York 17. The center is
a private business operation that offers more
than 3,000 feet of wall space for exhibits in
the advertising and sales promotion fields
exclusively.
Kellogg's Vanderploeg Dies
WATSON H. VANDERPLOEG, 68, presi-
dent and general manager of the Kellogg
Co., Battle Creek, Mich., died Tuesday in
the Battle Creek Sanitarium. He had been
in failing health since he suffered a stroke
last November.
During his tenure with Kellogg, the com-
pany's annual sales rose from $33 million
to more than $200 million. Mr. Vander-
ploeg, whose career started in banking, was
vice president of the Harris Trust & Savings
Bank of Chicago when W. K. Kellogg, pres-
ident of the breakfast cereal company, in-
vited him in 1937 to become a Kellogg di-
rector. After three quick promotions, Mr.
Vanderploeg in 1939 was elected to suc-
ceed Mr. Kellogg.
Death Leaves Compton Vacancy
COMPTON ADV., New York, last week
had not named a successor to handle the
assignments of Ralph R. Hotchkiss, 51, vice
president, who died suddenly May 17 of a
coronary attack. Mr. Hotchkiss joined
Compton in 1955, switching from Maxon
Inc., Detroit, where he had devoted most
of his time to Gillette tv commercials, pro-
ducing some 500, including the "Look
Sharp" and "How Are Ya Fixed for Blades"
jingles. Funeral services were held in New
York May 20. Mr. Hotchkiss lived in West-
port, Conn. He is survived by his wife
Catherine and three sons.
Emil Mogul Promotes Berger
ALFRED PAUL BERGER, copy group
head, Emil Mogul Co., New York, has been
promoted to copy chief of the agency, it is
being announced today (Monday), by Emil
Mogul, president. Mr. Berger was a mem-
ber of the agency's original staff at the time
of its founding in 1940. Between 1944 and
1954, he headed his own advertising agency,
Alfred Paul Berger Co., then rejoined
Mogul. Mr. Berger reports to Myron A.
Mahler, creative director for broadcast
media, as well as to Seth D. Tobias, vice
president and print media creative director.
NETWORK BUYS
Chesebrough-Ponds Inc. has signed as alter-
nate-week sponsor of The Bob Cummings
Show, situation comedy series which starts
on NBC-TV Sept. 24, 9:30 p.m. EDT. C-P
joins R. J. Reynolds Tobacco Co., previously
announced as alternate sponsor of series.
McCann-Erickson is agency for former.
Borden Co. renews alternate sponsorship of
People's Choice on NBC-TV (Thurs. 9-
Radio Report for Two Weeks Ending
April 20
Total Audience (Homes-OOOr
Evening, Once-a-Week (Average) (429)
1. Gunsmoke 1,479
2. Jack Benny 1,383
3. Our Miss Brooks 1,336
4. Mitch Miller 859
5. FBI in Peace & War 811
6. Gangbusters 763
7. Monitor News 763
8. Cavalcade of Sports 763
9. Treasury Agent 716
10. Telephone Hour 620
Evening, Multi-Weekly (Average) (620)
1. News of the World 1,288
2. One Man's Family 1,288
3. Lowell Thomas 1,193
Weekday (Average) (1,002)
1. Ma Perkins (2nd Half) 1,813
2. Helen Trent (2nd Half) 1,717
3. Ma Perkins (1st Half) 1,670
4. Young Dr. Malone (2nd Half) 1,574
5. House Party 1,574
6. 2nd Mrs. Burton 1,574
7. Helen Trent (1st Half) 1,574
8. Ma Perkins (2nd Half) 1,574
9. Our Gal Sunday 1,574
10. Nora Drake (2nd Half) 1,526
Day, Sunday (Average) (382)
1. Wool worth Hour 1,240
2. Johnny Dollar-Lorillard 1,097
3. Robert Trout-News 811
Day, Saturday (Average) (620)
1. Gunsmoke 1,193
2. Galen Drake 1,097
3. Allan Jackson-News 1,097
* Homes reached during all or any part of
the program, except for homes listening only
1 to 5 minutes. For a program of less than
15-minute duration, homes listening 1 min-
ute or more are included.
NOTE: Number of homes is based on 47,700,-
000 the estimated March 1, 1957 total United
States radio homes.
Copyright 1957 by A. C. Nielsen Company
Jack. Benny (CBS-200): Cowles (M-E) and
sustaining, Sun. 7-7:30 p.m.
Cavalcade of Sports (NBC-186): Gillette
(Maxon, Fri. 10 p.m.-conclusion.
Galen Drake (CBS-168): participating
sponsors, Sat. 10:05-10:50 p.m.
FBI in Peace and War (CBS-183) : P. Loril-
lard (Y&R), Sun. 6:10-6:30 p.m.
Gangbusters (MBS - 500): participating
sponsors, Wed. 8 pjn.
Gunsmoke (CBS-202): Liggett & Myers
(D-F-S), Sun. 6:30-7 p.m.. Sat. 12:30-1
p.m.
Helen Trent (CBS-193): Lever Bros.
(K&E). Scott (JWT), Campana (Erwin
Wasey), Mon.-Fri. 12:30-12:45 p.m.
House Party (CBS-198) : participating spon-
sors, Mon.-Fri. 3-3:30 p.m.
Allan Jackson-News (CBS-201): General
Motors (C-E), Sat. 10 a.m.
Johnny Dollar (CBS-201): P. Lorillard
(Y&R), Sun. 5:30 p.m.
Ma Perkins (CBS-198): Lever Bros. (K&E),
Scott (JWT) and co-op., Mon.-Fri. 1:15-
1:30 p.m.
Mitch. Miller (CBS-202) : participating spon-
sors, Sun. 8:05-8:45 p.m.
Monitor News (NBC-186) : Liggett & Myers
(D-F-S), American Motors (Geyer), Sat.
7 p.m.
News of the World (NBC-186): Carter
Products (Bates), Coldene (JWT), Mon.-
Fri. 7:30-7:45 p.m.
Nora Drake (CBS-varying with sponsors):
Scott (JWT) and participating sponsors,
Mon.-Fri. 1-1:15 p.m.
One Man's Family (NBC-186) : participating
sponsors, Mon.-Fri. 7:45-8 p.m.
Our Gal Sunday (CBS-194): participating
sponsors, Mon.-Fri. 12:45-1 p.m.
Our Miss Brooks (CBS -190): Carter
(Bates). Sun. 7:30-8 p.m.
Second Mrs. Burton (CBS-197): Colgate
(Lennen & Newell) and co-op., Mon.-
Fri. 2:15-2:30 p.m.
Telephone Hour (NBC-186) : Bell Telephone
(Ayer), Mon. 9-9:30 p.m.
Lowell Thomas (CBS-199): Delco-General
Motors (C-E), Mon.-Fri. 6:45 p.m.
Treasury Agent (MBS-492) : participating
sponsors, Tues. 8-8:25 p.m.
Robert Trout (CBS-193): General Motors
(C-E), Sun. 5 p.m.
Woolworth Hour (CBS-198): Woolworth
(Lynn Bates), Sun. 1-2 p.m.
Young Dr. Malone (CBS-190) : Scott (JWT),
Lever (K&E) and co-op., Mon.-Fri. 1:30-
1:45 p.m.
Page 36 • June 3, 1957
Broadcasting, * Telecasting
GOVERNMENT ■
DINGELL BLASTS FCC, CHAIRMAN;
MOULDER GROUP WILL INVESTIGATE
• Congressman unhappy about Boston ch. 5 grant
• Demands 'immediate' answers to 24 questions
• House subcommittee plans September hearings
9:30 p.m. EDT) for next season, with
American Home Products Food Div. signing
for alternate weeks. Agency for both: Young
& Rubicam, N. Y.
P. Lorillard Co. will sponsor rebroadcasts
of The Best of Durante from the The Jimmy
Durante Show on CBS-TV, Saturday, 8-
8:30 p.m. EDT starting June 29 for 13
weeks. Show is produced by Fawn Produc-
tions and will feature star guests. Lennen &
Newell, N. Y., is agency.
Royal Typewriter Co., division of Royal
McBee Corp., N. Y., to underwrite alter-
nate week of Sally on NBC-TV, Sunday,
7:30-8 p.m. Alternate week sponsor is
Chemstrand through Doyle Dane Bernbach,
N. Y. Agency for Royal is Young & Rubi-
cam, N. Y.
Hallmark Cards, Chicago, will sponsor six
Hallmark Hall of Fame 90-minute color-
casts on NBC-TV, starting in October, on
once a month schedule to be presented on
different days. George Schaefer, who pro-
duced and directed the programs during cur-
rent season, will handle '57-58 series. Foote,
Cone & Belding, Chicago, is agency.
Mars Inc. to sponsor Screen Gems' package.
Circus Boy, on ABC-TV, Thurs., 7:30-8
p.m. EDT, starting in fall. Placed by Leo
Burnett Co., Chicago.
Sleep-Eze Inc., Long Beach, Calif., through
Milton Carlson Co., L. A., has renewed
participations for 13 weeks in Panorama
Pacific morning show of CBS Television
Pacific Network.
Sealy Mattress Co., Chicago, has signed 52-
week contract as sponsor of daily 15-minute
news commentaries of William Winter on
ABC California Radio Network. Agency:
Alvin Wilder Adv. Agency, L. A.
AGENCY APPOINTMENTS
Buitoni Foods Corp., Hackensack, N. J.,
appoints Stromberger, LaVene, McKenzie,
L. A.
Riverview Lines Inc. appoints Bauer & Tripp
Inc., Phila., to handle advertising for river
cruises and for Riverview Amusement Park
at Pennsville, N. J.
Seven-Eleven Stores Inc. appoints Glenn
Adv. Inc., Dallas.
Zinsmaster Baking Co., Minneapolis, Minn.,
appoints BBDO, N. Y.
Toni Co., Chicago, appoints North Adv.
Inc., that city, for Twirl (self-neutralizing
home permanent for children).
Holiday Coffee Corp., Walpole, Mass., ap-
points Beauvais, Wenning & Zisto Inc., Lex-
ington, Mass.
Alexander Smith Div. of Mohasco Industries
Inc. (rugs, carpets), Amsterdam, N. Y., to
Fletcher D. Richards Inc., N. Y.
G. Heileman Brewing Co. (Old Style Lager,
special export beers), La Crosse, Wis., ap-
points Compton Adv. Inc., Chicago.
Shulton Inc., Pharmaceutical Div., appoints
Foote, Cone & Belding, N. Y.
Broadcasting • Telecasting
A BLISTERING attack on the FCC in gen-
eral and Chairman George C. McCon-
naughey, Comr. John Doerfer and the grant
of ch. 5 Boston to WHDH-Boston Herald-
Traveler was loosed last Monday on the
floor of the House by Rep. John D. Dingell
(D-Mich.), a member of the House Interstate
& Foreign Commerce Committee.
Charging that Mr. McConaughey is wind-
ing up one of the most "ignominous careers
in the history of quasi-judicial regulatory
agencies," Rep. Dingell obviously was
piqued because the chairman has not an-
swered a list of 24 questions submitted to
the FCC March 21. Mr. Dingell, at 30 the
youngest member of Congress, followed up
his attack in the house with a scathing let-
tel last Wednesday (see page 38) to the Com-
mission chairman demanding an immediate
answer to the questions on newspaper owner-
ship, "quickie" grants, deletions and sales.
Also last Wednesday, Rep. Morgan
Moulder (D-Mo.), head of a special Sub-
committee on Legislative Oversight of the
House Commerce Committee, said that his
group will conduct a full-scale investigation
of the FCC with special emphasis on the
Boston case. Rep. Moulder stated he was
"confident that we will make a full investi-
gation of the Boston case."
Mr. Moulder said that a complete staff for
his subcommittee will be named early this
week. Appointed last week as a consultant
to the group was Dr. Walter M. W. Splawn,
for 19 years a member of the Interstate
Commerce Commission and former presi-
dent of Texas U.
A September target date for the start of
hearings in the FCC matter was set by Rep.
Moulder. Other members of his subcommit-
tee are Democrats John Bell Williams
(Miss.), Peter F. Mack Jr. (111.), John J.
Flynt Jr. (Ga.) and John E. Moss (Calif.);
Republicans Joseph P. O'Hara (Minn.),
Robert Hale (Me.), John W. Heselton
(Mass.) and John B. Bennett (Mich.).
The subcommittee was formed April 18
[B»T, April 22] "to examine the execution
of the laws by the administrative agencies,
administering laws within the legislative
jurisdiction of the committee, to see whether
or not the law as the Congress intended in
its enactment has been and is being carried
out or whether it has been and is being re-
pealed or revamped by those who adminis-
ter it."
Rep. Dingell did not mince words in his
attack on Chairman McConnaughey and the
FCC grant of ch. 5 to WHDH, owned by
the Herald-Traveler. The April 25 grant was
by a 4-2-1 vote with Comrs. McConnaughey,
Doerfer, Lee and Mack favoring WHDH
[B«T, April 29].
"The activities of the Commission seem
to have become so nauseating to high Ad-
ministration circles as to prompt a search for
a more desirable type of official. . . . But
this is hard to believe in view of the pains
taken to save Mr. McConnaughey's face as
he returns to private life. He has been au-
thorized to state that he leaves of his own
volition, that he could have remained, had
he chosen to be reappointed," Rep. Dingell
told his fellow congressmen.
"I am informed that a Mr. Edward K.
Mills of the General Services Administra-
tion was considered as a new member of
the Commission with a view to having him
clean up this most politics-ridden of all
regulatory agencies. However, it was re-
ported he was to tidy up these Augean stables
without getting the chairmanship and [he]
politely turned down the offer.
"The chairmanship is said to be earmarked
for Comr. John Doerfer, who has worked
closely with Mr. McConnaughey in giving
the Commission the reputation it has ac-
quired in the Congress and in the industry.
Mr. McConnaughey and Mr. Doerfer have
demonstrated a penchant for endearing
themselves to the networks and the bigger
telecasters — the people, in short, whom the
FCC is supposed to regulate.
"I think it is essential that the Congress
have the facts on the record of these two men
and the way in which they have dragged the
Commission down into its present situation.
It will certainly be in the interest of the
people to expedite the inquiry by the House
Commerce Subcommittee [Rep. Moulder's
group]" of the FCC, Rep. Dingell said.
He charged that Mr. McConnaughey "is
a man who tries to take good care of his
friends. . . . The record will show that at one
gathering he discussed with the networks and
other broadcasters FCC staff investigations
of obvious concern to the networks. He
placated network fears telling them they
need have no anxieties about the investgia-
tion. He had the gall to prejudge a matter
in which he might sit as chief judge.
"Mr. McConnaughey also should be
brought before the House Commerce Sub-
committee to explain favors he has sought
from broadcasters who are subject to regula-
tion by his agency and who, in fact, had
matters pending before his agency.
"He also should be asked to explain cer-
tain decisions of the Commission in which
he and three others [presumably Doerfer,
Lee, Mack] of the seven-man group have
voted together in shocking disregard of
policies underlying the award of tv construc-
tion licenses, including the infamous de-
June 3, 1957 • Page 37
GOVERNMENT
cision this past April 25 to award a television
license in Boston to an interest controlled
by adjudicated monopolists."
The young congressman charged that the
Herald-Traveler "is controlled by one Sidney
Winslow who, together with his company,
the United Shoe Machinery Co., have a
notorious record of violations of the anti-
trust laws. The Commission soft-pedalled this
flagrant record of the Herald-Traveler
ownership. Instead, the McConnaughey
majority apologetically observed that the
practices engaged in by Winslow's company
weren't 'predatory'. Nor are the business
ethics of the Herald-Traveler any better than
those of the other Winslow activities."
Mr. Dingell cited another "equally startling
development" in the Boston decision which
further illustrated the need for a thorough
investigation. He charged that the attorney
(James McKenna), for losing applicant Mas-
sachusetts Bay Telecasters had been com-
pelled to resign by ABC, the principal client
of Mr. McKenna. ABC informed the attor-
ney, the congressman said, that if he con-
tinued to represent ABC he would have to
resign as counsel for Massachusetts Bay in
its effort to have the courts overthrow the
WHDH grant.
(Mr. McKenna declined to comment on
this charge. However, his name was not on
a petition filed last week in the U. S. Court
of Appeals, Washington, by Massachusetts
Bay protesting the grant. Also filing an ap-
peal in the same court last week was a
second losing applicant, Greater Boston Tv
Corp., which was favored in an initial de-
cision. Both appeals declared that the FCC
should have reopened the hearing to take
testimony on charges made earlier this year
by the Boston Globe regarding Herald-
Traveler monopolistic practices).
Rep. Dingell also hit the grant because it
did not follow the Commission's policy
against the concentration of mass media.
"That the concentration of economic power
which will result from this award will be used
to crush competition is evident from Win-
slow's United Shoe Machinery Co. practices
and from the monopolistic and predatory
May 29, 1957
Mr. George C. McConnaughey, Chairman
Federal Communications Commission
Washington 25, D. C.
Dear Mr. McConnaughey:
On March 211 sent you a list of questions
in connection with your appearance before
the House Interstate & Foreign Commerce
Committee and requested that I have your
answers at the earliest possible date. You
will recall that because of the lateness of the
hour and the fact that there was a quorum
call for members of the House it was not
possible for the members of the committee
to finish questioning you. However, you
agreed that you would answer any questions
submitted to you with the understanding
that your replies were to be made a part of
the printed hearings.
Page 38 • June 3, 1957
practices of Winslow's Herald-Traveler
newspapers and radio stations.
"It is clear beyond doubt that the decision
rendered by the Commission in the Boston
proceedings is not honest, impartial or fair.
The whole elaborate apparatus of the major-
ity opinion running for 125 pages was, on
McConnaughey's instructions, cunningly
drafted by Commission personnel to conceal
from the public the true considerations which
actually motivated the decision. Through-
out, the opinion plays up the merits and
plays down the shortcomings of the chosen
applicant, and conversely, plays down the
merits and plays up the shortcomings of its
competitors.
"These activities by a government agency
in the purported performance of its judicial
function are poison in the body politic and
ought to be exposed for what they are.
FCC Cases 'Arranged'
"Among attorneys who are practitioners
before the present FCC, it is now believed
that a case is 'arranged' rather than tried,
and the winner is the party with the most po-
litical strength. The Boston case happens to
be an intraparty fight, with Repubicans
fighting Republicans for the most part. But
apparently, the winning side had the ad-
vantage in the support of the Sec. of Com-
merce, Sinclair Weeks, who has close ties
to Mr. Winslow and other members of his
group. This charge against Mr. Weeks was
first made some weeks ago and at that time
he denied taking any hand whatsoever in the
Boston ch. 5 case. A spokesman for the
secretary reiterated this stand last week.]
"It is distressing, to me as an attorney,
to hear lawyers talking of arranging cases.
Such talk is shockingly widespread in Wash-
ington, and it behooves us, as lawmakers, to
crack down on those regulatory bodies, or
officials in those bodies, whose conduct is
less than completely proper.
"That is why the Commission should be
thoroughly investigated, and insofar as anti-
trust violators are concerned, the Antitrust
Div. of the Dept. of Justice also should
be questioned. Thus in the Boston matter,
On April 10 and May 8 I again wrote
you and requested that I have the answers
to my questions at once. Over two months
has passed since that time and I have not
even had the courtesy of a reply to my last
letter. You have certainly had more than
ample time to answer these questions and
I must insist that your replies be forth-
coming immediately in order that they may
be included in the printed hearings.
I am sending Chairman Harris a copy of
this letter and requesting his help in obtain-
ing replies to the questions I have submitted.
There can be no excuse for any further
delay in this matter and I shall expect a
full reply from you within the next few days.
Sincerely yours,
John D. Dingell
Member of Congress.
the Asst. Attorney General in charge of the
Antitrust Div., Victor R. Hansen, behaved in
the most peculiar fashion.
"I submit that Mr. McConnaughey and
Mr. McConnaughey and Mr. Hansen should
be asked to enlighten the new House Inter-
state & Foreign Commerce Subcommittee
on Administrative Oversight about their
joint roles in FCC proceedings with anti-
trust aspects. [Both Mr. Connaughey and
Mr. Hansen were unavailable last week for
comment.]
"Here are a few questions that should be
posed:
"Why didn't Chairman McConnaughey
ask the Justice Dept. about the grave anti-
trust issues which were raised in the Boston
case?
"Why didn't Asst. Attorney General Han-
sen inform McConnaughey completely
about the merit of these antitrust issues?
"Why did Mr. Hansen fail to inform Mr.
McConnaughey that the charges against the
Herald-Traveler were still under investiga-
tion?
"Why did Mr. Hansen in an admittedly
'summary' off-hand manner simply kiss off
the antitrust implications of this matter in
his discussion with McConnaughey?
"Why was Mr. Hansen so reticent about
exercising the function of his office as head
of the Antitrust Div. of the Dept. of Justice?
"Surely Mr. Connaughey and Mr. Hansen
must have known the consequences of the
Commission's decision in the RCA-Westing-
house case — the deal whereby RCA acquired
Westinghouse's properties in Philadelphia in
exchange for the far less desirable RCA-
NBC stations in Cleveland, and a cash con-
sideration. This decision, which we can
ascribe chiefly to Comr. Doerfer, the writer
of the majority opinion, led to grand jury
action and an antitrust case which Mr. Han-
sen's Antitrust Div. is prosecuting in Phila-
delphia— I hope with more energy than Mr.
Hansen has pursued the matter in Boston to
date.
"It is possible that Mr. Doerfer's per-
formance in the NBC-Westinghouse deal
may be explained by his tours around the
country at broadcasters' expense, telling
them what wonderful people they are. Hav-
ing written the decision in the RCA case, he
has won something of a reputation in the
industry as an advocate for RCA and NBC.
Small wonder that elements of the industry
look with favor on the prospect of his pro-
motion to chairman of the FCC.
"Comr. Lee also has been equally con-
sistent in ignoring policies of the Commis-
sion concerning diversification. He has been
utterly apathetic to the fact that applicants
with histories of antitrust violations should
not be given preference over more desirable
applicants. And like Doerfer, Lee has very
friendly relations with the networks. For in-
stance, on one occasion, as the House Small
Business Committee revealed, Mr. Lee, after
becoming a Commissioner, not only relayed
secretly to the head of CBS, Commission
thinking about a pending case in Chicago,
but made it clear that he (Lee) was doing
everything possible to advance CBS' cause in
that matter.
"Commissioner Mack seems to have been
Broadcasting • Telecasting
DINGELL DEMANDS ANSWERS
REP. DINGELL: BOTH
IT HAS been just a few years since 30-
year-old Rep. John D. Dingell (D-Mich.)
served on the floor of the House as a page
boy. The youngest member of Congress
gained his seat
■HP^^^^^ as representative
for Michigan's
— A 15th District in
;' fljl ~ ^1 a special elec-
' — I tion Dec- 13-
^^^HjP^r 1955, replacing
his father, the
late John D.
Dingell Sr.
The senior
^^^^ Mr. Dingell
IgHSS served as repre-
rep. dingell sentative of
Michigan's 15 th
District (in Detroit) from its founding in
1932 until his death in September 1955.
The younger Dingell was re-elected
for a full term last fall. He is a 1949 grad-
uate of Georgetown U. (Washington) Law
School and served as research assistant to
U. S. Circuit Judse Theodore Levin in
YOUNG, LIBERAL
Detroit. Young Mr. Dingell formerly was
a member of a Detroit law firm and as-
sistant prosecuting attorney of Wayne
County (Detroit).
Considered by his elders to be a liberal
in thought and action, Rep. Dingell has,
in the words of one of his colleagues,
" enthusiasm beyond bounds sometimes."
Regarded as a member of Michigan Gov.
Mennen Williams' labor-liberal wing of
the Democratic Party, Mr. Dingell is a
member of the House Interstate & For-
eign Commerce Committee and Merchant
Marine & Fisheries Committee.
He has found three major areas for
his energetic, all-embracing liberalism —
opposition to the bill (supported by Rep.
Oren Harris [D-Ark.]. chairman of the
House Commerce Committee on which
Rep. Dingell serves) that would exempt
gas pipeline companies from Federal
Power Commission regulations, health
and welfare matters and the FCC.
He is married to the former Helen
Patricia Henebry and they have two
small children.
picked for a Democratic place on the Com-
mission solely by reason of his having been
an Eisenhower Democrat.
"Through the efforts of Comrs. McCon-
naughey. Doerfer. Lee and Mack the FCC
has become unique in the annals of the Fed-
eral Government's independent offices. It
has adopted a new philosophy of regula-
tion— to make decisions in favor of those
who seem to have the most powerful political
muscles. It is a philosophy which is causing
dismay and disgust among members of the
bar. Even more sinister is the influence of
such insidious handling of quasi-judicial re-
sponsibilities on the .American Way of Life.
For appointment to such agencies could in
time become something to be desired as a
means of gaining ultimate employment and
favors from industries subject to their regu-
lations."
He expressed concern over "leaks" at the
FCC. pointing out that results of the Com-
mission's vote in Boston were published
more than a month before the decision was
officially announced. "As a result of this
leak, the stock of the Herald-Traveler
jumped from S16 to S23 a share, allowing
a few insiders to make a killing." Rep.
Dingell stated. He called for the "most
searching congressional scrutiny into the
operations" of the FCC.
Rep. Dingell said Wednesday that he be-
came interested in the FCC and the Boston
case simply because it is "a terrible situa-
tion." No outside pressure was brought upon
him to investigate the situation, he stated,
and that he was acting purely under his own
interests. ""I just want the commissioners to
do right — to adhere to announced policy of
diversification."
The congressman's questions were first
submitted to Chairman McConnaughey
shortly after the commissioners made an ap-
pearance before the House Interstate & For-
eign Commerce Committee, headed by Rep.
Oren Harris (D-Ark.) last March. The ques-
tions, released Wednesday for the first time:
1 . To date, how many radio stations in
each category — (1) am. (2) fm — and how
many television stations — (3) vhf, (4) uhf —
were originally licensed to interests which
had control of only one medium of com-
munications?
a. How many to interests which also
controlled other radio, television or
newspaper media?
b. How many controlled two other
radio, television or newspaper outlets?
c. Three? d. Four?
Give dates of grants of licenses and
names of grantees on b. c. d. above.
2. How many stations in each category
were granted originally to newspaper inter-
ests? How many to non-newspaper interests?
(Non-newspaper interests means situations
where no stock was owned by a newspaper,
or by one who held or owned more than
10% of any stock in a newspaper.)
3. How manyr of the above original grants
in each category were later transferred to
newspaper interests?
4. How many of the above original grants
in each category were later transferred to
non-newspaper interests?
5. What are the totals to date in each
category now owned by newspaper interests
and non-newspaper interests, and how many
in each of the above eight categories are af-
filiated with one of the four major networks?
How many in each category are affiliated
with each of these networks?
6. How many of the existing television
stations in each category — (1) vhf, (2) uhf —
were granted construction permits, (3) after
hearings were held. (4) without hearings.
(5) to newspaper interests. (6) to non-news-
paper interests; and how many in each of
the categories numbered (1), (2), (4), (5) and
(6) above were granted "quickie" grants
under the following time periods after the
application was filed or amended: 24 hours,
48 hours. 72 hours. 4. 5. 6 and 7 days?
7a. Do you consider it proper to grant a
permit without prior hearings?
7b. How many of these "quickie" grants
in question were objected to by parties who
felt they had an interest?
8. How many of these "quickie" grants
objected to have been given a hearing to
date by the Commission: (1) without re-
course to the courts. (2) as a result of a
court order; and how many in each category
to date did the Commission allow to operate
by authority other than a license while the
problem was still before the Commission
for final consideration? Of these how many
in each category had newspaper interests?
Also please advise me how many of these
""quickie" grants have been upset: (a) by
courts, (b) by the Commission.
9. How many to date of the so-called
"quickie" tv grants (7 days or less) were to
corporations who published the only daily
newspapers in the city in which the grant
was made, or controlled other media of com-
munication in the area? Please list names
and dates, as well as the number of and type
of media controlled in each instance.
10. How many of the so-called "quickie"
tv grants to date were to newspapers (1) who
had competitive regular dailies published in
the same city and (2) published newspapers
in other parts of the states; (3) who published
the only daily newspapers in the same city
(4) as well as newspapers in other parts of
the same state (5) had one other radio or
tv outlet. (6) had two other radio and tv
outlets, (7) had three other outlets?
1 1 . How many "quickie" radio and tv
grants for construction permits have been
made, and how" many have been objected to
(1) by others claiming to have an interest,
(2) by others applying or attempting to ap-
ply for these same channels, which have
been the subject of Commission hearings,
and (3) where the examiner reversed the
original FCC ""quickie" grant. (4) the ex-
aminer sustained the "quickie" grant, (5)
the Commission vote sustained the examiner.
(6) reversed the examiner, and (7) which of
these were grants to newspaper interests?
12. How many commissioners, including
commission chairmen, of the Federal Radio
Commission as well as the FCC left the
Commission to take jobs with (1) networks,
(2) other radio and tv stations, (3) news-
papers or magazines, and (4) what were the
names of the networks, newspapers, mag-
azines or stations? If with a station, did a
network own stock in the station?
13. How manyr radio and tv stations have
had their licenses deleted by the FCC? (1)
What stations were they? (2) What were the
reasons? (3) Did any of them have news-
paper interests?
14. Does the Commission have a public
file on (1) each radio station. (2) on each
network as such (not network-owned)?
15. Does the Commission have a con-
fidential file on (1) each radio station, (2)
on each network as such?
16. If so. are complaints filed by the
Broadcasting • Telecasting
June 3, 1957 • Page 39
4 FILM FIRMS DEFY FCC; 3 TO REPLY
public or others about programs, operation,
etc., against such stations and networks filed
in the public or confidential files?
17. Are network affiliation contracts filed
in the confidential file or public file?
18. Has the Commission Network Study
Group filed a partial report on their inves-
tigations of multiple ownership, or of mass
media of communication and information
control? If so, please make a copy of this
report available for the record of this com-
mittee.
19. Are there any communities where
more than one company share a common
tv channel? If so, how many, and where?
20. If there are such operations, does the
Commission or do you feel that such opera-
tion is in the general public interest?
21. Do you or the Commission feel that,
in order to equalize the competitive situation
in a community where some owners of radio
stations have tv facilities while others in the
same competitive area do not, (1) it is within
the power of the Commission to make such
share-channel grants, (2) it would require
new rule making by the Commission to make
such grants, (3) it would require legislation
by Congress to make such share-channel
grants possible?
22. Do you feel that in the event that
such share-channel grants are made that two
networks should be allowed to affiliate with
two or more stations sharing such a common
channel while some other existing or pro-
posed tv station in the same area is deprived
of a network affiliation?
Baker Presents FCC Views
On Bill Affecting Spectrum
APPEARING last week before a Senate
subcommittee holding hearings on a pro-
posed bill (S 1856 — commonly known as
the Airways Modernization Bill), that would
make use of the radio spectrum. FCC Gen-
eral Counsel Warren Baker urged that close
liaison be established between the Commis-
sion and any board established by the bill.
"While we are in accord with the objec-
tives of this bill in developing an adequate
electronic device or system, we do believe
that it is very important that there be ade-
quate consultation between those persons
who will ultimately decide the particular
devices which will be used . . . and the FCC
. . ." he said. Inasmuch as spectrum space
may be required that already is allocated, it
would be necessary to have this consultation
long before any actual equipment is devel-
oped, he said.
He also asked that an amendment be
added to make it clear that the intent of the
bill is not to take away any existing authority
of the FCC. The bill is designed to revamp
air safety and traffic control regulations. Mr.
Baker said the Commission is very inter-
ested in the legislation because, if it is en-
acted, the electronic devices used to control
air traffic will use the radio spectrum.
He expressed the fear that millions of dol-
lars invested in equipment by present users
of the radio spectrum might lose these in-
vestments if their space is taken over by
aviation.
FOUR tv film companies last week main-
tained their position of defiance in declining
to furnish data requested by the FCC for
its television network study. Three other
distributor-producers agreed to supply the
required information.
A recommendation that action be insti-
tuted in Federal District Court to force the
recalcitrant distributor-producers to submit
the information requested was before the
FCC last week. The recommendation was
made by FCC Chief Hearing Examiner
James D. Cunningham, presiding officer in
the hearing.
The seven companies were under sub-
poena to appear before Examiner Cunning-
ham in Federal Court House, Foley Square,
New York. Television Programs of Amer-
ica, Official Films Inc., and Entertainment
Productions Inc. made arrangements to sup-
ply the information.
On advice of counsel, the subpoena was
ignored by John L. Sinn, president of Ziv
Television Programs; Ralph Conn, vice
president-general manager of Screen Gems;
MCA-TV Ltd., and Charles Miller, presi-
dent-secretary of Revue Productions, MCA
subsidiary.
Mr. Cunningham reported that TPA,
Official Films and EPT had signed stipula-
tions saying they would supply all the infor-
mation asked for by FCC. He granted these
companies until June 14 to file the data with
the Network Study Committee and ad-
journed the proceeding on the subpoenas
until June 17 at a place to be determined.
The hearing last Monday came after Mr.
Cunningham refused to quash subpoenas
originally issued April 23 [B»T, May 27].
At Monday's session, counsel for Screen
Gems, Ziv Tv, Revue Productions and MCA-
TV made a motion to have the hearing ad-
journed until FCC acted on a petition for
review of Mr. Cunningham's decision. They
reported they had filed the petition with
the Commission May 24. Mr. Cunningham
denied the motion.
FCC, through the Network Study Com-
mittee, has been investigating network op-
erations since September 1955 under a spe-
cial congressional appropriation. The posi-
tion of the tv film companies under subpoena
has been that certain questions in a network
study questionnaire would compel them to
disclose financial information which they
consider to be of a confidential nature.
Economic Injury Charge
Reiterated by WBAC
PREVIOUS decisions by the U. S. Supreme
Court and courts of appeals clearly require
the FCC to consider economic injury pro-
tests, WBAC Cleveland, Tenn., argued last
week before the Court of Appeals in Wash-
ington. D. C.
Argument was held before the three-judge
court on WBAC's request for a stay of the
Commission's March 22 decision reaffirming
its grant of a new am (now WCLE) in
Cleveland [B«T, March 25]. In that decision,
the FCC (by a 5-2 vote) held that it did not
have the authority to consider economic
protests.
WBAC also claimed the Commission did
not decide the case on its true merits and
asked that WCLE (which went on the air
May 2) be forced to go silent pending a
final determination of its protest. WBAC
stated that it was a money making operation
until WCLE went on the air but has steadily
lost money since the day the new station
began operating. Lhis will result in a cut-
back in service, which will not be in the
public interest, the appellant said.
The FCC said the question of economic
injury is a "substantial" one but with a full
briefing, felt that it can convince the court
of the soundness of its position in the deci-
sion. Congress has said that competition is
in the public interest, the Commission
claimed, and one small case can not be
singled out in an area of free competition.
WBAC's "loss" is the result of higher
salaries, increased depreciation allowances
and higher interest rates, and not competi-
tion from WCLE, the Commission con-
tended.
WCLE said that it has been successful
WHY MR. WYUE IS GETTING OUT
WHEN a market can't support you, get
out.
That is the sentiment expressed by Cole
E. Wylie, owner of KLER Lewiston,
Idaho. Mr. Wylie. who also owns KREW
Sunnyside. Wash., has sold KLER to John
H. Matlock and Eugene A. Hamblin.
owners of KOZE Lewiston, for $160,000.
KLER was founded in May 1953 and
went to 5 kw day, 1 kw night on 1300 kc
in June 1955. KOZE, founded in 1955,
operates with 500 w daytime on 950 kc.
There are too many radio stations in
Lewiston. Mr. Wylie explained. "The
market cannot support three am radio
stations (KLER, KOZE and KRLC; the
last operating with 5 kw day, 1 kw night
on 1350 kc), one tv station (KLEW-TV;
ch. 3 satellite of KIMA-TV Yakima.
Wash.) and a daily newspaper (Lewiston
Morning Tribune) . . . There must be a
reduction in the total number of radio
stations in this market if Lewiston radio
stations are to be operated in the public
interest, convenience and necessity."
KLER's losses for the first quarter of
1957, Mr. Wylie disclosed, were more
than $5,200. He said KLER also suffered
losses in 1956. KOZE, Mr. Wylie stated,
showed in 19 months' operation losses
and added investments above the initial
$28,600 capital investment of more than
$12,500. When FCC approves the sale,
KOZE owners will take over KLER facil-
ities, using KOZE call, and surrender
present KOZE facilities.
Page 40 • June 3, 1957
Broadcasting • Telecasting
Proudly Announces
The Appointment of...
Edward Petry & Company, Inc.
• New York • Chicago • Atlanta • Los Angeles • Detroit • San Francisco • St. Louis
AS OUR EXCLUSIVE NATIONAL REPRESENTATIVES
Effective June 1, 1957
We're proud too . . .
that the upward audience trend in the Big Omaha
Market is to the NEW and REVITALIZED KFAB
Broadcasting • Telecasting
June 3, 1957 • Page 41
GOVERNMENT
since beginning operations and that Cleve-
land can easily support two stations. (Ac-
cording to the 1950 census, the city has a
population of 12,605.) It said that it has
attracted both new advertisers to radio and
many clients who are using both stations.
Harold Cowgill Assumes Duties
As FCC Broadcast Bureau Chief
HAROLD C. COWGILL, new chief of the
FCC's Broadcast Bureau [At Deadline,
May 27], took over post last week. He suc-
ceeded Edward F. Kenehan, who resigned
two weeks ago.
Veteran govern-
ment employe, ra-
dio attorney and
broadcaster, Mr.
Cowgill moved
over to the leader-
ship of the Broad-
cast Bureau from
head of the Com-
mission's Common
Carrier Bureau. He
entered govern-
MR. COWGILL ment service with
the Interstate Com-
merce Commission in 1929, moved to the
FCC in 1935 and resigned in 1944 to join
the Washington law firm of Segal, Smith &
Hennessey. In 1952, he left Washington to
build and operate ch. 17 WTVP (TV), in
his home town, Decatur, 111. He returned to
the FCC in 1954.
USIA's Slashed Budget Upped
Slightly in Final Hill Action
A MUTILATED U. S. Information Agency
budget for fiscal 1958 finally was ready for
White House approval last week after the
Senate salved some of the information or-
ganization's wounds reluctantly by adding
$6 million to the $90.2 million it had
grudgingly awarded the economy-drive-
stricken agency a week earlier. USIA is
the parent agency of the Voice of America.
The action followed similar approval by
the House after the usual joint conference.
The new figure of $96.2 million still com-
pares unfavorably with the $144 million
originally requested by the White House,
and remains well below the $106 million
approved earlier by the House. The Sen-
ate's unwillingness to go along with the
other body's recommendation was marked
by heated floor criticism of USIA practices.
One such was the hiring of working news-
men to write feature stories for USIA which
prompted charges of a government-kept
press.
The final bill included a ban against
USIA competition with private news, pic-
ture, or film agencies.
FTC Cites Storm Window Ads
THE Federal Trade Commission has charged
that "bait" advertising is used on television
and in newspapers to sell storm windows
by Fidelity Storm Sash Cos., located in
Washington, D. C, Maryland and Pennsyl-
vania.
Page 42 • June 3, 1957
FCC Pay Tv Action
Pleases Rep. Harris
REP. OREN HARRIS, the House Com-
merce Committee chairman who almost
single-handedly forced the FCC to pause and
consider before authorizing toll tv tests was
quietly pleased last week at the FCC's re-
sponse to his April letter [B»T, April 29,
May 27].
At the same time, he told B»T, he would
not be fully satisfied until the Commission
answered all his questions. The FCC in its
response answered only one question, leaving
the others unanswered until its call for fur-
ther information gave it the data necessary
to formulate replies.
Comments to the Commission's Notice of
Further Hearing are due July 8. After then,
the Commission said it would decide
whether to authorize tests, or hold further
hearings.
"I consider that I have not had a complete
reply," the Arkansas Democrat said, "but, in
view of the Commission's action there is
nothing to do until the additional informa-
tion comes in."
"Obviously," he continued, "the Commis-
sion cannot take further action on this dis-
turbing problem until the answers it re-
quested are forthcoming."
Among the basic issues raised in Mr.
Harris' April letter to the FCC was whether
it felt it had authority to approve pay tv
broadcasting or whether Congressional legis-
lation was needed on the subject.
In its notice two weeks ago, the Commis-
sion flatly stated that it had the power to
authorize pay tv on broadcast frequencies if
it felt it was in the public interest to do so,
but at the same time it implied it might
want Congress to decide just what to do
about classifying the controversial subject
as broadcasting, public utility or common
carrier.
Meanwhile, the theatre-exhibitor domi-
nated Joint Committee on Toll Tv, in a state-
ment issued last week, took issue with the
FCC's assertion that it had the power to
authorize pay tv on television broadcast
frequencies. Toll tv is a private communica-
tion, JCT declared and cannot be consid-
ered broadcasting in the sense that term is
used in the Communications Act.
And, it was learned, a high level con-
ference took place last Wednesday in Wash-
ington among NARTB executives and net-
work Washington officials. As far as could
be learned, the Commission's notice was
discussed, but no decisions were made. At-
tending the meeting were Harold Fellows,
NARTB president; Frank M. Russell, NBC;
Ralph W. Hardy, CBS, and Edgar G. Shel-
ton, ABC.
FCC Grants Two New Tvs
In Kansas and Montana
FCC last week granted construction per-
mits for two new tv stations.
KAYS Inc., licensee of KAYS Hays,
Kan., was granted ch. 7 in Hays. Estimated
construction cost is $183,675, with first year
operating cost of $87,300. Ross Beach Sr.
is president-50% % owner of KAYS Inc.
and Robert E. Schmidt is treasurer-general
manager-491/^ % owner.
Ch. 5 has been granted to Cascade Broad-
casting Co. for Great Falls, Mont. Co-own-
ers Francis N. Laird and his son, Robert R.
Laird, estimate construction cost at $23,000.
Francis Laird is a local businessman and
Robert is an engineer for KVEC-TV San
Luis Obispo, Calif.
Court Backs Ch. 12 Award
To WFGA-TV Jacksonville
A UNANIMOUS United States Court of
Appeals last week supported the FCC's re-
fusal to delay the grant of ch. 12 to what
is now WFGA-TV Jacksonville, Fla., in the
face of insistence by a losing applicant, a
uhf station, that the Commission first re-
solve a petition for deintermixture.
WJHP-TV Jacksonville (ch. 36) had ar-
gued the FCC should stay its grant of ch.
12 until the Commission acted on its pe-
tition to deintermix Jacksonville. The Court
found that the FCC's final decision in an
area where television service was indicated
was neither "arbitrary nor capricious."
WJHP-TV's petition for local deinter-
mixture is still pending. It proposed to
change an educational station from ch. 12
to uhf, or to give Jacksonville three vhf's,
or to delete ch. 12 to make the city pre-
dominantly uhf.
Ch. 10 Florida Shift Final
FCC allocations actions last week:
• Authorized assignment of ch. 10 to
Tampa-St. Petersburg, Fla., effective July 5.
• Issued notices of proposed rule-making,
with comments requested by June 28, to (1)
assign ch. 9 to Wausau, Wis., from Iron Mt.,
Mich., and substituting ch. 8 at Iron Mt.
and (2) to assign ch. 6 to either Eureka,
Calif., or to Brookings, Ore.
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 6
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Orlando,
Fla., ch. 9 (6-19-56); Buffalo, N. Y.( ch. 7
(9-24-56); Biloxi, Miss., ch. 13 (12-18-56);
San Francisco-Oakland, Calif., ch. 2 (3-11-
57); Ponce, P. R., ch. 7.
AWAITING ORAL ARGUMENT: 6
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57); McKeesport-Pitts-
burgh, Pa., ch. 4 (4-10-57).
IN HEARING: 4
Cheboygan, Mich., ch. 4; Mayaguez, P. R.,
ch. 3; Lubbock, Tex., ch. 5; Sioux Falls, S.
D., ch. 13.
IN COURT: 3
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth, Va., ch.
10; Miami, ch. 10.
Broadcasting • Telecasting
HROftis Win SF
F. CHRONICLE • NBC AFFILIATE • CHANNEL 4 • PETERS, GRI FFI N , WOODWARD
June 3, 1957 • Page 43
The human nose is being pushed around ! It can't be sure of anything any
more. And Science is to blame ! Men spend long hours in laboratories, inventing magic formulas
for removing the natural odor of things. Others take equal time to devise ways of introducing
fragrances and flavors into places where they never existed. A nose for news might detect a trend.
It's got to stop, say we ! Let things be as they really are !
We're doing our bit. In "The Silent Service," our syndicated TV film series
about the men who man the nation's submarines, we really plumb the depths. We go to ex-
traordinary lengths— on location, in fact— to capture that true briny flavor. Why, you can prac-
tically breathe the diesel. The salt spray stings to high heaven. The pitch and roll, the sweat
and grime, the sights and sounds and smells— they're all there, all real. And some scientist
thinks he's going to Alter the breath of reality out of our series? Well, we'll see him inhale first!
And we've got friends, too. CNP, as more and more people are finding out,
insists on giving local, regional and spot advertisers first crack at first-class product. But do you
suppose for one minute that this is the reason "The Silent Service" has now been bought in more
than 100 markets, including 21 of the country's top 25? Nonsense! With "The Silent Service,"
it's the zesty savor of reality that gets 'em ! NBC TELEVISION FILMS a division of
CALIFORNIA NATIONAL PRODUCTIONS, INC.
NETWORKS
ABC RADIO: CUT HOURS, NEW NAME
• As of now: It's American Broadcasting Network
• Ultimately: A programming day of 8 to 9 hours
UNDER the new leadership of President
Robert E. Eastman, ABC Radio is changing
more than its programming [B«T, May
27]. It's going to shorten its broadcast day
and, effective immediately, it's changing its
name, too.
Henceforth it will call itself "the Ameri-
can Broadcasting Network," rather than "the
ABC Radio Network."
The shortening of network operating hours
was foreshadowed a week ago with Mr.
Eastman's announcement that phonograph
records and simulcasts would be eliminated.
With its two major record shows out, the
network will have gone a long way toward
completing the cutback that Mr. Eastman
has in mind.
On the theory that it's better to program
less time with higher quality than to spread
quality thin over a longer period of time,
he anticipates a schedule which ultimately
will total an average of about eight or nine
hours of programming per day, Mondays
through Fridays (weekends are another and
more complicated problem about which Mr.
Eastman has not yet reached any firm
decisions).
The network currently averages about
IIV2 hours of programming during a 16-
hour day that starts at 8 a.m. and ends at
midnight. As Mr. Eastman envisions it, its
eventual new schedule will start about 9 a.m.
and end at 10 p.m., with probably three
solid chunks of non-networking in between.
In general, he plans to present no network
programs between 1 1 a.m. and 1 p.m.; 4 and
6 p.m., and after 10 p.m.
Two of these three blocks already contain
substantial periods in which there is no net-
work service, and the third, 10-12 midnight,
consists solely of a records program (Mr.
I-Magination, featuring Milton Cross) in-
terspersed with about 40 minutes of news-
casts. Another record show, Man About
Music, takes up 80 minutes of the afternoon
time each day. In addition, the present 8-9
a.m. schedule contains 35 minutes of silence,
the programming consisting of a quarter-
hour co-op newscast at 8 and five-minute
newscasts at 8:30 and 8:55.
Mr. Eastman, who moved into his net-
work post a month ago from the executive
vice presidency of a station representation
firm. lohn Blair & Co., is making clear that
American will not do what virtually all reps
charge networks with doing: "invading" sta-
tion time.
American, he says, intends to stay out of
6-9 a.m. and 4-6 p.m., which are highly
profitable station periods, and the same
thinking probably figured in his plan to
abandon another hour of the midday period.
(In another station relations move, Mr.
Eastman also has cautioned salesmen not to
make any direct comparisons between net-
work radio and spot radio in their presenta-
tions to prospects.)
The exact new programs which the net-
work plans to introduce probably will not
be determined until after William S. Mor-
gan Jr., formerly of KLIF Dallas, has had
a chance to study and make known his own
views in his new role of American pro-
gramming vice president, Mr. Eastman said.
Mr. Morgan was to assume his new duties
as of last Saturday.
But Mr. Eastman already had served
notice that ultimately all American programs
will feature "live-talent" personalities. The
network therefore is in the market for per-
sonalities to join Don McNeill, who already
is under contract and who will continue to
preside over his long-time feature, Break-
fast Club.
Coupled with other developments, the
network's name change would seem to reflect
a desire to dissociate the radio operation
from tv as completely as possible. The
new nomenclature drops the call letters
which are so prominent in ABC-TV's iden-
tification, and even before the change was
announced, Mr. Eastman had suggested that
ABC people, in their correspondence and
conversation, substitute "American" for
"ABC."
In addition, he has told his salesmen that
in approaching advertising prospects they
should not offer talent which is associated
predominantly with television, if they can
possibly avoid it.
The name change — and a new insignia
is being prepared to go with it — also coin-
cides more clearly with the corporate name
adopted by the radio network when it was
established as an autonomous subsidiary of
American Broadcasting-Paramount Theatres
on May 1. The corporate name is Ameri-
can Broadcasting Co. Radio Networks Inc.
Plans for the name change were disclosed
last week in announcement of a new system
cue for the network. Effective today (Mon-
day) the new system cue will be: "This is
the American Broadcasting Network." In
addition, four 10-second special cues have
been devised for use on a rotating basis
every hour on the hour, immediately fol-
lowing the new system cue. These go:
"... Only on American — more listeners
than any other network each weekday morn-
ing."
". . . With best local coverage of the na-
tion's most important markets."
". . . Eight million Americans a week en-
joy Breakfast Club — lead-off program of
the American morning."
". . . American's weekend news is the
leading program on radio."
NBC Splits Sports,
News, Public Affairs
IN a new alignment, NBC last week set up a
special "creative programming unit" for
public affairs programs and formed inde-
pendent news and sports departments. Pre-
viously these departments were combined.
Robert E. Kintner, executive vice presi-
dent for tv programs and sales at NBC, who
announced the changes, said in the realign-
ment NBC also intends to give greater em-
phasis to news and sports.
Henry Salomon, director of Project 20
and writer-producer of Victory at Sea, was
named to head the creative unit that will
develop "a wide variety of new public in-
TV NETWORK SALES UP IN APRIL
TIME sales of the tv networks at gross
rates in April totaled $41,206,913, or
5.7% ahead of the same month a year
ago. For the first four months of the year,
the networks had totaled $167,747,111 or
7.8% above the 1956 period.
Publishers Information Bureau also re-
ported an 8% gain in April for ABC-
TV over the same month in 1956. CBS-
TV was up 9.7% and NBC-TV showed
only a scant rise of 0.1% in the April
comparisons. In comparing the four-
month periods CBS-TV was up 11.1%,
while ABC-TV gained 2.7% and NBC-
TV gained 6.1%.
Based on PIB's data, the average
monthly gross billing per network for
the January-April period can be com-
puted as an indication of a monthly level
for each of the networks. On this basis,
CBS-TV has about $19.5 million, NBC-
TV is at the $15.8 million point and
ABC-TV rests at the $6.6 million level.
The tables follow:
ABC-TV
CBS-TV
NBC-TV
Total
April
1957
$ 6,667,427
19,385,098
15,154,388
$41,206,913
NETWORK TELEVISION
April per cent Jan. -April
1956
$ 6,173,992
17,668,950
15,136,596
$38,979,468
change
+8.0
4-9.7
+0.1
+5.7
1957
26,407,344
78,097,833
63.241.934
Jan. -April per cent
1956 change
$ 25,722.106 + 2.7
70,302,742 +11.1
59.632,400 + 6.1
$167,747,111 $155,657,248 + 7.8
1957 NETWORK TELEVISION TOTALS TO DATE
ABC-TV CBS-TV NBC-TV
Total
January
February
March
April
Total
$ 6,715,581 $20,231,474 $16,554,941 $ 43,501,996
6,175,488
6,848,848
6,667,427
$26,407,344
18,309,088
20,172,173
19,385,098
$78,097,833
14.900,631
16.631,974*
15,154,388
$63,241,934
39.385,207
43,652,995-'
41,206,913
$167,747,111
Revised as of May 28, 1957
Page 46 • June 3, 1957
Broadcasting • Telecasting
OUR APPRECIATION TO
SIGMA DELTA CHI
FOR ITS RECOGNITION
OF TELEVISION AS A
MATURE INSTRUMENT
OF JOURNALISM, AND
FOR THE HONOR IT HAS
BESTOWED ON KPIX.
KPIX
CHANNEL o SAN FRANCISCO CALIFORNIA
WE STING HOUSE BROADCASTING COMPANY, INC.
RADIO BOSTON. WBZTWBZA: PITTSBURGH. KDKA:
CLEVELAND, Kv W FORT WAYNE. WO WO CHICAGO. WIND:
PORTLAND. K E X
TELEVISION BOSTON. WBZ-TV: PITTSBURGH. K DK A -TV:
CLEVELAND. KYW-TV: SAN FRANCISCO. KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
Broadcasting • Telecasting
June 3, 1957 • Page 47
WDAF-TV Provides Exclusive Live Coverage of
KANSAS CITY'S TORNADO DISASTER!
The FIRST and ONLY LIVE PICTURES
from the Storm Scene
Were on WDAF-TV— Channel 4
TV and Radio Coverage
in the Highest Tradition
of Community Service
Here Is the Story of an Extraordinary TV Feat
THIS is the story of WDAF-TV and WDAF
radio service to the community in time of crisis.
The first warning Kansas City itself might be
hit was on the 6 :00 p. m. newscast. The storm was
described as moving at 50 m. p. h. An estimate was
made that it would reach Kansas City in 90 minutes.
WDAF radio's direct lines to the Kansas City
Weather Bureau's weather center enabled the sta-
tion to keep on the storm track by radar. Authorities
have stated that WDAF radio's accurate tracking
and timing of warnings probably saved hundreds of
lives in Spring Hill, Martin City and the Hickman
Mills-Ruskin Heights area.
Between 7 p. m. and the time the tornado worked
its way through these suburbs, WDAF-TV and
WDAF radio ran warning bulletins at frequent
intervals.
Once the twister was gone, the real job began.
WDAF-TV newsmen were on the scene in minutes.
Audio reports were fed direct from the scene on
both WDAF and WDAF-TV. When the call for
ambulances came, WDAF's remote truck was quickly
stripped of its remote equipment and pressed into
service as an emergency vehicle.
By midnight the truck had taken approximately
25 persons to hospitals and four doctors to the dis-
aster area.
During the night, the WDAF-TV newsroom be-
came a clearing house for information of every kind.
Police, civilian defense and other official agencies
turned to the station for help in mobilizing workers.
Both WDAF and WDAF-TV were in constant
contact with hospitals. As far as can be determined,
WDAF-TV was the only television station with any-
thing resembling an official running "casualty list."
Staff members worked tirelessly to trace miss-
ing persons. Many families' members were re-united.
When it was established that a clear video shot
could be obtained from Ruskin Heights, the station's
exclusive micro-wave mobile unit was rushed to a
pre-determined point. Unit and crew arrived at 2
a. m. They were faced with the problem of no lights
and no power. Auto headlights were brought into
play and work started on a live feed. The station
committed itself to a live picture to NBC-TV at
5:00 a. m. At that hour WDAF-TV went on the
air to New York with a live picture of the shopping
center and residential destruction.
Throughout the day WDAF-TV switched fre-
quently to the mobile unit for one-the-scene reports
and pictures.
This special service helped tremendously to cut
down the number of spectators clogging roads and
impeding rescue work.
Most of WDAF-TV's audio reports were fed to
WDAF radio. That much of this service was ex-
clusive and a complete "news beat" is secondary to
the fact that assistance was rendered those engaged
in saving lives and ministering to the injured.
In a great catastrophe WDAF-TV and WDAF
radio lived up to their responsibility to the com-
munity they are licensed to serve. This responsi-
bility is being further met with pick-ups from the
disaster area, personal interviews with home owners,
and programs designed to bring home to the com-
munity the extent of the disaster and the need of
help for those who suffered injury and damage to
their homes and personal possessions.
"ALWAYS KEEP ONE RADIO IN THE
HOUSE TURNED ON, AND ALWAYS KEEP
IT TUNED TO WDAF— 610 ON THE DIAL."
Sinc.e the tornado, scores of persons have called,
the station to say, simply "You saved our lives."
WDAF radio ■ WDAF-TV
61 0 KILOCYCLES CHANNEL 4
OWNED AND OPERATED BY THE KANSAS CITY STAR COMPANY
NETWORKS
terest programs." This operation will report
to Manie Sacks, NBC vice president for tv
network programs.
The news department will operate under
William R. McAndrew, director of news,
and the sports department under Thomas S.
Gallery, its director.
Davidson Taylor, who continues as vice
president for public affairs, also becomes a
general program executive in the program
department. The Wide Wide World and
Omnibus programs have been transferred
from public affairs to the program depart-
ment and will be supervised by Mr. Taylor
as in the past. Barry Wood continues as ex-
ecutive producer of Wide Wide World and
Robert Saudek Assoc. will be executive
producer for Omnibus.
The news, public affairs and sports de-
partments will report to Mr. Kintner.
"Under the new alignment," Mr. Kintner
explained, "all units concerned with program
creation, except for news, sports and certain
public affairs projects, will be grouped to-
gether in the program department. This will
provide more concentrated operation in the
creative area.
"I have always had the strong conviction
that news in a network operation should be
a separate department. We have plans at
NBC for the development of new forms and
new concepts for news programs and for
special one-shot news presentations and
these will be facilitated by the establishment
of the news department as a separate self-
contained organization.
"NBC's sports broadcast schedule, includ-
ing such attractions as the world series,
NCAA football, pro basketball, weekly prize
fights and major golf tournaments, has ex-
panded so rapidly in the past few years that
we believe it merits separate status."
Khrushchev Interview Filmed
For CBS 'Face the Nation'
EQUIPMENT that had turned Communist
Party Chief Nikita Khrushchev's Moscow
executive office into a tv studio was being
dismantled last week and 5,400 feet of film
was canned and shipped to- New York in
time for the exclusive Face the Nation inter-
view of Mr. Khrushchev that was to be
on CBS-TV and CBS Radio yesterday (Sun-
day) at 3:30-4:30 p.m. and 9:05-10 p.m.,
respectively.
Interviewers were Daniel Schorr, CBS
news correspondent in Moscow; Stuart Nov-
ins, moderator of the Face the Nation pro-
gram, and B. J. Cutler, New York Herald
Tribune correspondent. Mr. Cutler reported
from Moscow in a story printed Wednesday
in the Herald Tribune that the Russian's
office was "turned into a tangle of cameras
and lighting equipment." He said the Com-
munist party chief answered questions on
foreign and domestic affairs.
Mr. Cutler revealed that Soviet camera-
men also filmed the interview but said it was
not known whether this was done for local
showing or to have a record of the interview
for comparison.
The CBS production crew sent word to
CBS in New York that the Soviets provided
them with excellent technical cooperation.
DOMINICAN REPUBLIC
ASKS NBC FOR TIME
• CBS Radio turns down request
* Expose show draws Hill eye
THE Dominican Republic has taken its case
against the CBS Radio documentary on the
Galindez-Murphy case to NBC Radio, it
was learned last week. But NBC's decision
won't be made until this week.
Also learned at the same time: that the
House Foreign Affairs Committee, suffi-
ciently aroused by the CBS Radio program,
is considering a congressional investigation
into the mysterious double disappearance
last year of Columbia U. Prof. Dr. Jesus De
Galindez and an American pilot, Gerald
Lester Murphy.
During the CBS broadcast May 20 (and
during a repeat airing last Tuesday night),
it was implied that in both instances, the
Dominican Republic stood "accused" on
complicity [B»T, May 27].
In a reply Tuesday to the Dominican in-
formation center in New York — which had
requested either free or paid time in which
to reply to CBS Radio's documentary,
A Chronicle of Terror — CBS Public Af-
fairs Director Irving Gitlin once more
reiterated his network's position. He stated
that so far as CBS Radio was concerned.
Chronicle was a "fair and objective" report,
and that it had made every effort to bring
the official Trujillo government position into
the program itself, but that its efforts fell on
deaf ears. Thus, Mr. Gitlin continued, while
CBS "stands ready to assist in bringing any
new information" regarding the Galindez-
Murphy case to the public attention, it does
"not see the necessity for paid or sustained"
rebuttal.
In his letter, Mr. Gitlin reminded the Do-
minican officials that "our program people
tried to enlist the assistance of your New
York and Washington offices many times,
both by letter and telephone. In addition,
the nature of our broadcast and our desire
to present a balanced picture of arguments
pro and con in this case were made clear
to your office. Despite this you chose not
to furnish us with any information for
this program. . . . You will recall further
that on March 21, 1957, Mr. Theodore F.
Koop, Washington director of CBS News
and Public Affairs, addressed a letter to His
Excellency Senor Dr. Joaquin E. Salazar,
ambassador of the Dominican Republic in
Washington, officially summarizing our
many attempts to obtain an interview or
statement outlining the position of the Do-
minican Republic with regard to the Galin-
dez-Murphy case."
Mr. Gitlin also stated that earlier, on
March 11, "at the request of the first secre-
tary of the Dominican Embassy, Mr. Victor
Aybar," CBS News in Washington sub-
mitted a series of "specific questions" to
which CBS "requested answers." There was
no reply to these questions, he noted.
In New York, Dominican information
center officials claimed to have known
nothing of either letter.
Standing rebuffed, the Dominicans began
to explore possibilities of buying NBC Ra-
dio time in which to state its case. In the
absence of NBC Radio Sales Vice President
Matthew J. Culligan (out of New York on
business), the DIC asked his department
whether time would be available. NBC Ra-
dio was not able to come up with a quick
answer because, in the words of one of its
spokesmen, "this is a matter that must be
discussed on higher echelons."
DIC officials said they have not ap-
proached ABC Radio, but will wait until
NBC has reached a decision. They have in-
formed NBC that should time be granted,
they will make no reference to CBS Radio,
but will merely "itemize specifically the
pertinent details which could form equally-
convincing evidence that the Dominican Re-
public is not involved" with the disappear-
ance of the two men.
Meanwhile, CBS Radio has been alerted
to the possibility that the congressional in-
vestigators may call upon its services, airing
both its controversial documentary and per-
sonal reports by its researchers.
CBS Radio Sales Activity
Puts $2.25 Million in Till
CBS Radio has contracted for new business
and renewals totaling nearly $2.25 million
during the week, it was announced Wednes-
day by John Karol, vice president in charge
of network sales for CBS Radio.
Kitchens of Sara Lee Inc., Chicago, con-
tracted for a weekly quarter-hour of Arthur
Godfrey Time and an extra quarter-hour
every fourth week beginning Aug. 29. The
52-week contract was through Cunningham
& Walsh.
The Toni Co. purchased 20 7 ^-minute
units of CBS Radio daytime dramas. The
contract which lasts four weeks beginning
June 12, was arranged through North Adv.
At the same time, Dodge Division of
Chrysler Corp., Detroit, signed to sponsor
five segments a week under CBS Radio's
"Impact" plan for 10 weeks beginning June
15. Agency is Grant Adv.
William Wrigley Jr. Co., Chicago, signed
a 52-week renewal of the Pat Buttram Show
effective July 1, through Ruthrauff & Ryan.
Program is broadcast Monday through Fri-
day 2:45-3 p.m. EDT.
Burke to England for CBS-TV
CBS-TV is handing out a new title today
(Monday) — director of network programs
— England.
It goes to Michael Burke, who according
to Hubbell Robinson Jr., CBS-TV executive
vice president in charge of network pro-
grams, will have the assignment of "finding
and creating new programs in England for
CBS-TV, using English production com-
panies." He'll also survey, screen and rec-
ommend writers, performers and production
personnel throughout Europe for possible
employment by CBS-TV.
Mr. Burke, who was to leave Saturday
to establish London headquarters, formerly
was executive director of Ringling Bros,
and Barnum & Bailey circus and also was
with Warner Bros., Vanderbilt Films, and
Imperial Pictures (Rome).
Page 50 • June 3, 1957
Broadcasting • Telecasting
NEWS COVERAGE VOTED BEST
LOUIS CASSELS
Christophe
for his di
"Christmas
r award
spatch,
Story".
CLAIRE COX
New York Newspaper
Women's Club award,
best domestic story
written under dead-
line pressure (An-
drea Doria sinking).
RUSSELL JONES
Pulitzer prize, inter-
national reporting;
Sigma Delta Chi
award, foreign cor-
respondence; Over-
seas Press Club,
George Polk Memo-
rial award, reporting
requiring courage
and enterprise (Hun-
garian revolt).
ALFRED KUETTNER
Sigma Delta Chi
award, general re-
porting (Series on
integration).
CHARLES M. McCANN ILONA NYILAS
Overseas Press Club,
citation of excel-
lence, best newspa-
per commentary (In-
ternational affairs).
Long Island Univer-
sity George Polk Me-
morial special joint
award for adherence
to Polk tradition
(Reporting from
Budapest).
MILTON RICHMAN
Headliner award,
consistently out-
standing sports re-
porting (Series of
sports beats and
exclusives).
Here are some of the national awards United Press has won for news coverage in 1956.
As remarkable as their number is the variety of their categories: foreign and
domestic reporting, human interest, international affairs, sports.
Whatever the news, U.P. covers it better
TTnited
E
.P. NEWS PRODUCES
Broadcasting • Telecasting
June 3, 1957 • Page 51
NETWORKS
ABC RADIO DIFFERS WITH NIELSEN
ABC Radio protested last week that A. C.
Nielsen Co. is short-changing radio by treat-
ing listeners to the 50 million out-of-home
sets as a "bonus audience." The proper
figure, the network said, is one which reflects
all listening, no matter where the listening
occurs.
The Nielsen firm replied that the ques-
tion of additional automobile listenership
data had been raised by networks before,
but had not been pursued when Nielsen
people pointed out that "this would boil
down to need, cost, and available support."
In a letter to John K. Churchill, vice
president of the Nielsen company, Larry
Pollock, manager of radio research for ABC
Radio, quoted an analogy drawn by Robert
E. Eastman, new president of the network.
"According to this analogy," Mr. Pollock
wrote, "no one would ever suggest that the
many thousands of newspaper readers that
make up the nation's commuters, traveling
to and from major business areas, be sub-
tracted from or treated as bonus to the esti-
mated number of total readers which each
newspaper claims in its promotional ma-
terial. A reader is, and has always been,
simply a reader, regardless of where this
reading takes place. Likewise, the only
criteria for measuring the radio audience
should be a simple count of how many
listeners there are, not where this listening
takes place."
Takes Issue with 'Facts'
Mr. Pollock's letter was prompted by the
Nielsen firm's recent "Radio Facts 1957"
booklet. Mr. Pollock felt the booklet "can-
not help but shed additional light on why
radio 1957 enjoys the healthy climate that
it does." But he said ABC is concerned
"with the over-abundance of radio listening
and ownership data which you continually
show separated by out-of-home and in-home
audiences."
He recognized that the "traditional ap-
proach" has been to give separate in-home
and out-of-home figures and then combine
them into one total audience figure. But, he
continued:
"Those of us who are engaged in the
actual selling of radio time today, or in the
allied function of describing the extent of
the radio audience, can easily attest to the
fact that radio is sold (and bought) only on
the basis of the total audience which accrues
to an advertiser. It makes no more sense to
treat the 50 million out-of-home radios as
a 'bonus audience' than it does to ignore
(and nobody does) the pass-along readership
which benefits the major print media."
He cited Reynolds Tobacco, Norwich
Pharmacal, and Carling Brewing as being
among the weekend advertisers who not only
don't look on their out-of-home audiences
as "a bonus," but regard it as "an integral
part of their overall media strategy." In
fact, he said, in some cases the out-of-home
audiences may have led advertisers into
weekend campaigns in the first place.
"Certainly," he continued, "any attempt
at describing recent radio audience trends
should take full cognizance of the out-of-
home audience. For this reason, it is difficult
to understand the Nielsen company's re-
peated emphasis on home listening, as shown
in your 'Radio Facts 1957.' "
"The table on page six, for example,
titled 'Home Listening,' seems to indicate
that there has been a slight decrease in radio
listening throughout the nation, this year
vs. last. True, the information in the heading
to the table reports, 'Current total usage is
about equal to a year ago,' and a footnote
carefully says, 'Does not include the plus
of out-of-home listening, primarily auto
radio usage.'
"However, the overall impression given
by the figures and the charts is that listen-
ing to the medium is down. This, of course,
in view of increased out-of-home listening,
and especially in view of increased auto-
mobile listening to the 5 million new car-
radios that are sold each year, just isn't
true. If in-home radio listening has decreased
by less than 1% as your home listening
chart shows, then in all probability total
usage must have increased during this same
year period.
"We realize that current Nielsen data-
gathering and reporting procedures almost
dictate dissemination of the figures in this
somewhat unsatisfactory state. So long as
these present Nielsen company methods are
employed, we cannot foresee being able to
completely satisfy the needs of radio's adver-
tisers and supporters.
"This can only be accomplished when
the industry will have at its disposal a
realistic and accurate portrayal of out-of-
home listening, by specific programs and/
or stations. Until that time, however, we
sincerely believe that it is the obligation of
the Nielsen company to make maximum
use of their out-of-home listening records,
and never describe i general radio usage
trends without benefit of these vital out-of-
home statistics."
Replying to Mr. Pollock, a Nielsen
spokesman said, "It may be that we are deal-
ing primarily with matters of terminology
and/ or emphasis."
He said page 9 of "Radio '57" showed
"that although automobile audiences are im-
portant, emphasis on 'in-home' is warranted
and logical because of its substantial magni-
tude." Moreover, "additional details on
'Auto-Plus' — hour-by-hour audiences, for
example — are available through a subscrip-
tion to this service."
"During meetings with executives from
each of the radio networks several months
ago one or two queries were put to us about
the possibility of providing additional Auto-
Plus information. We indicated this would
boil down to need, cost and available sup-
port. The subject has not been pursued.
"On the general subject of affording a
proper measurement of network radio, I
am sure you recognize the importance of
NRI's fixed sample and minute-by-minute
measurements.
"More specifically, if radio today were ap-
praised solely on the basis of the quarter-
hour by quarter-hour audiences, the me-
dium would be substantially shortchanged.
NRI reveals that by judicious use of the
medium it is possible to reach a high per-
centage of U. S. homes each week and with
a highly satisfactory frequency."
Networks Unfair to Chicago,
Panelists Tell CU Meeting
CHICAGO isn't getting a fair shake as a
major radio-tv center, according to some
station, agency, packaging, film and talent
union representatives. That was the gist of
a panel discussion before 150 people at a
Chicago Unlimited luncheon May 22.
Participants made several points for CU,
an organization devoted to promotion and
publicizing of local talent and broadcast
originations. Among them, as reported by
Chicago Unlimited:
( 1 ) Chicago talent pool is small but ade-
quate for existing needs, and "frequently
excels" that of New York and Hollywood
in performance; (2) city has remedied pre-
vious lack of facilities and personnel, but
there still is lack of tv network originations,
due primarily to the "arbitrary attitude on
the part of eastern network brass"; (3)
"serious dearth" of creative talent would
adjust itself if Chicago activity heightened;
(4) local film studios are equal to, or better
than, other facilities elsewhere, with best
hope for activity in production of filmed tv
commercials and programs; (5) Chicago
needs an "active and comprehensive" public
relations campaign "to take its place in the
television sun."
Panelists were Bill Ryan, WBBM-TV Chi-
cago program manager; Walter Schwimmer,
president of Walter Schwimmer Co., pack-
ager-distributor; William W. Wilson Jr..
Chicago radio-tv director, Young & Rubi-
cam; Eleanor Engle, local AFTRA chapter
president; Henry Ushijima, executive pro-
ducer. Colburn Films. Members were wel-
comed by James E. Jewell, Jewell Produc-
tions and CU president.
Jewel Productions Sues NBC
A SUIT against NBC seeking $500,000 in
damages was filed in New York Supreme
Court last week by Jewel Productions Inc.,
New York, which charged that the network's
use of several scenes from a theatrical film
depicting an attempt to assassinate Adolf
Hitler "destroyed the box office appeal and
value of the entire picture."
Jewel Productions claims it holds distri-
bution rights in the U. S. and Canada to the
German-produced film, "Es Geschah am 20
Juli" ("It Happened on July 20"). Jewel
charged the network used portions of the
film on an hour-long filmed documentary,
The Twisted Cross, on March 14, 1956.
Jewel alleged NBC obtained permission to
use the sequences through a financial ar-
rangement with the German producing
company, Neue Film Verleih. G.M.B.H.,
charging NBC "induced" the overseas or-
ganization to take a step that, in effect,
breached its contract with Jewel. The suit
also charged that NBC earlier had failed
to come to an agreement with Jewel over
using the sequences at issue.
Page 52 • June 3, 1957
Broadcasting • Telecasting
WCAU
PH I LADELPH I A
means
loyalty
Philadelphians are never without WCAU Radio. In a 47-county.
5-state area, they listen to WCAU at home— on nearly
2 million car radios— and when they're away from home.
The fact is, 90% of all Philadelphians who go vacationing
stay within WCAU's vast coverage area. This day-to-day impact
delivered by WCAU makes every season a selling season
for products and services.
You can count, then, on a larger, more loyal prospect
list when you sell on WCAU.
w
c
□1
□
RADIO
Philadelphia
The Philadelphia Bulletin Station.
Represented nationally by CBS Radio Spot Sales.
By far Philadelphia's most popular station. Ask Pulse. Ask Philadelphians.
Broadcasting
Telecasting
June 3, 1957 • Page 53
IN SUMMER SELLING, TOO — THERE'S A SOUND
Summertime . . . and the sellin' is easy, especially
with WBC Summer Service Songs to air-condi-
tion audiences in the big, sunny markets beamed
on by WBC Radio.
WBC has a raft of Summer Service Songs built
to waft your warm-weather story onto the patios
and into the pocketbooks of one out of every five
people in America!
We've got songs on where-to-go, what-to-do,
fishing, boating and the like . . . and, of course,
weather and traffic info around the clock. Served
up with your spiel, they make wonderfully light
summer sales snacks.
Baseball? WBC plays ball. Coverage varies
from station to station, but wherever there's
WBC Radio (and shh . . . tv, too!), there's the
Great American Game drawing fans as loyal to
WBC and the products we advertise as they are
I DIFFERENCE ON WBC RADIO !
to the rookie who got an early shower yesterday.
Yes, there's a sound difference on WBC Radio,
and in the heat-beating way WBC pitches sum-
mer hiatus right into oblivion. Get the hot scoop
on why ... in the good oF summertime ... no
selling campaign is complete without the WBC
stations. For a hand in paddling your sales canoe
this summer, call A. W. "Bink" Dannenbaum,
Jr., WBC VP-Sales, MUrray Hill 7-0808, N. Y.
WESTINGHOUSE
BROADCASTING
COMPANY, INC.
RADIO
BOSTON, WBZ+WBZA
PITTSBURGH, KDKA
CLEVELAND, KYW
FORT WAYNE, WOWO
CHICAGO, WIND
PORTLAND, KEX
TELEVISION
BOSTON, WBZ-TV
PITTSBURGH, KDKA- TV
CLEVELAND, KYW-TY
SAN FRANCISCO, KPIX
WIND represented by A M Radio Sales
KPIX represented by The Katz Agency. Inc.
All other WBC stations represented by
Peters. Griffin. Woodward. Inc.
IN THE HEART OF TEXAS!
COVERAGE IN 33 COUNTIES MAKES
KCEN-TV THE LEADING STATION IN TEXAS7
IMPORTANT 5TH TELEVISION MARKET
. . . and Nielsen says so!
• tall (833 foot) tower and maximum 100 Kw. power for coverage where it
counts • dynamic "sell" aimed right at your buyers • powerful programming
Now . . . the big story is put on record by
NCS #2! The facts prove that KCEN-TV
gets your message seen where it counts
. . . really covering Texas' bustling big
FIFTH TV market. KCEN-TV . . . located
at the hub of Texas' four major markets
. . . gives your message 33-county cover-
age. In one station you buy top notch
programming PLUS the tall tower and
power that get this programming seen
by more viewer-buyers in the heartland
of Texas than any other single station.
Check Nielsen and prove to yourself that "kcen-
TV IS THE LEADING STATION IN TEXAS' 5tH TELE-
VISION market!"
NIELSEN NCS No. 2 - November 1956
DAYTIME NIGHTTIME
No. of
Monthly
Weekly
Daily
Weekly
Daily
TV Homes
Homes
NCS
NCS
NCS
NCS
Station
in Area
Reached
Circ.
Circ.
Circ.
Circ.
KCEN-TV
106,370
88,040
76,760
56,700
83,010
68,420
Station B
87,040
66,270
55,410
39,650
62,820
49,940
SERVING THE TEMPLE-WACO MARKET AND ALL CENTRAL TEXAS
KCEN-TV
INTERCONNECTED
AFFILIATE 0
Temple Office: 17 S. Third
St., Ph. Prospect 3-6868
Waco Office: 506
Professional Building,
Ph. Plaxa 6-0332
TWX: Eddy, Texas, 8486
National Representatives,
George P. Hollingbery Co.;
Texas Representatives,
Clyde Melville Co., Dallas.
\0
NETWORKS
ABC Radio Counts $759,000
For 2 New Sales, 1 Renewal
THREE new sales and a renewal order total-
ing $759,000 were announced last week by
George Comtois, vice president in charge
of sales for ABC Radio.
New sponsors are Beltone Hearing Aid
Co., Chicago, through Olian & Bronner, Chi-
cago, for two segments a week of Don Mc-
Neill's Breakfast Club (Mon.-Fri. 9-10 a.m.
EDT), starting Sept. 16; C. H. Musselman
Co. (food producers), Biglerville. Pa.,
through Arndt, Preston. Chapin, Lamb &
Keen, Philadelphia, for three segments a
week of Breakfast Club starting Sept. 16,
and Miller Brewing Co., Milwaukee,
through Mathisson & Assoc., Milwaukee, for
17 news and sports programs a week, start-
ing July 1.
Admiral Corp., Chicago, through Henri,
Hurst & McDonald, Chicago, has renewed
its sponsorship of five segments a week on
Breakfast Club, starting July 1.
CBS Radio's 'Lewis7 Cut Back
CBS RADIO'S Robert Q. Lewis Show
(Mon.-Fri., 8-9 p.m. EDT) will be carried
on a half-hour basis (unofficially, 8-8:30)
starting in July. The explanation for the cut-
back is that Mr. Lewis found the weekly
five-hour work assignment "difficult."
Starting June 3, Jack Hurdle, who has
produced CBS-TV's Jackie Gleason Show
for seven years, will join CBS Radio to pro-
duce the Robert Q. Lewis Show. He will re-
place Dee Dengelbach, who has been as-
signed to CBS Radio Workshop and The
Second Mrs. Burton. Paul Roberts, who had
been producing Workshop, will devote full
time to CBS Radio's The Woolworth Hour.
Keystone Adds 9 Affiliates
KEYSTONE Broadcasting System last Tues-
day reported a record high of 955 affiliates
for its transcription network service, with
addition of nine stations. New clients, ac-
cording to Blanche Stein, KBS station rela-
tions director, are KRTN Raton, N. M.;
WKXL Concord, N. H.; KLCB Libby,
Mont.; KLPL Lake Providence and KLFY
Lafayette, both La.; WMOR Morehead,
Ky.; KAFA Colorado Springs, Colo.; KIBE
Palo Alto, Calif., and WBCA Bay Minette,
Ala.
CBS Buys Gleason 'Honey mooners'
CBS has acquired the Jackie Gleason Honey-
mooners series for a reported $750,000.
Involved were 39 half-hour tv films spon-
sored on CBS-TV in the 1955-56 season by
Buick Div. of General Motors Corp. but
abandoned last fall when Mr. Gleason went
back to live one-hour shows.
Mrs. Morgan Beatty Dies
FUNERAL services were held last Wednes-
day in Washington for Mrs. Mary Beatty,
47, wife of NBC Chicago commentator
Morgan Beatty, who died in that city's
Henrotin Hospital May 26. Survivors in-
clude her husband; two sons, Stephen and
Morgan Jr.; her mother; two sisters, and a
brother.
Page 56 • June 3, 1957
Broadcasting • Telecasting
-sir-
Here is
listener
coverage
unmatched
by any radio
station in the
Mid-South!
1956 Nielsen Coverage Service-
109 counties in 6 states in the heart
of the important Mid-South area
* Monthly Coverage
Weekly Coverage
Average Weekly Daytime
Average Daily Daytime
Radio Memphis
Also first in Hooper, Pulse 68-county survey, Pulse metro survey,
Hooper business establishment survey and Hooper car survey!
Keep your eye on these other Plough, Inc. Stations:
Radio Baltimore I Radio Boston Radio Chicago
WCAO WCOP WJJD
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES. INC.
Broadcasting • Telecasting
June 3, 1957 • Page 57
FILM
Screen Gems, Jaffe
Plan New Film Shows
IN WHAT was said to be one of the largest
transactions of its kind, Screen Gems Inc.,
Columbia Pictures tv subsidiary, has con-
cluded a multi-million-dollar agreement with
Henry Jaffe Enterprises, New York, to de-
velop and produce a group of new tele-
vision film programs, Ralph Cohn, SG vice
president and general manager, announced
Wednesday.
Among these projects is the Shirley
Temple series of hour-long fairy tales, in-
cluding "Hansel and Gretel," "Gulliver's
Travels," "Ali Baba and the Forty Thieves,"
"The Legend of Sleepy Hollow," two musical
revues based on the Mother Goose stories
and "Aesop's Fables," "The Nightingale,"
"The Valiant Little Tailor," "The Rose and
the Ring," "The Land of Counterpane,"
"Beauty and the Beast," "Dick Whittington,"
'The Magic Fishbone," "The Little Prince,"
"The Emperor's Clothes," "The Princess
Who Could Not Laugh" and "Rumpelstilt-
skin."
Other film projects for the 1958 season
are a comedy suspense series supervised by
Howard Lindsay and Russel Crouse, a new
children's program and a series of original
melodramas depicting the application of the
ethical principles embodied in the Ten Com-
mandments in terms of the adventures that
can happen in any modern man's life, Mr.
Cohn said.
Mr. Jaffe made it plain, however, that his
firm will continue to produce "live" tele-
vision programs, including a number of
"live" spectaculars, such as a musical version
of "Robinson Crusoe," the Chevrolet Dinah
Shore series scheduled Sunday 9-10 p.m. on
NBC-TV beginning Oct. 20 and a program
series now in process of development in co-
operation with the American Theatre Wing,
titled Command Performance.
Brandt Heads Trans-Lux Firms
RICHARD P. BRANDT, supervisor of the
television and motion picture divisions of
the Trans-Lux Corp., New York, last week
was elected president of Trans-Lux Thea-
tres Corp. and Trans-Lux Pictures Corp.
Mr. Brandt has been with the organization
since 1950 and for more than a year has
headed activities of Translux Television
Corp., which distributes about 20 filmed
series plus a group of special holiday films.
NTA Network Adds Three
ADDITION of Alma F. Graef, Lynn Cleary
Christenson and Joseph Schackner to. the
executive staff of the NTA Film Network
was announced last week by Raymond E.
Nelson, vice president and general manager.
Miss Graef has been named director of
sales services for the network. She served
most recently as director of commercial
operations for Mutual, having joined the
network in 1944. Mrs. Christenson, who
has been appointed assistant to Mr. Nelson,
had been with the DuMont Television Net-
work from 1947 until 1955 when she re-
tired. She served that network as sales serv-
ices manager, continuity director and busi-
ness manager. Mr. Schackner joins the NTA
Film Network as assistant to director of
station relations from the MBS sales serv-
ice department.
Three Firms to Produce
'Europe Confidential7 Film
A NEW half-hour drama film series, Europe
Confidential, is planned as a co-production
venture by Cinema- Vue Corp., New York;
Charles Antell Inc., Baltimore, and producer
Egon Neilsen. The filmed series is envisioned
as a 39-part program produced at the Pala-
dium Studios, Copenhagen.
Mitchell Hamilburg, Hollywood agent,
flew to Copenhagen last week to confer
with Mr. Neilsen on production and sales
details. It is planned to make the series avail-
able initially as a network presentation and
subsequently as a syndicated program. Ac-
cording to a spokesman for Cinema-Vue,
Charles Antell has tentatively agreed to
provide one-half of the necessary financ-
ing pending the outcome of the talks in
Copenhagen. He added that Antell also is
exploring the possibility of sponsoring the
series in some markets if the production is
syndicated.
Gross-Krasne Forms Foreign Unit
GROSS-KRASNE INC., Hollywood pro-
ducer of tv films, has formed an international
distribution subsidiary, Gross-Krasne Ltd.
Initial offices have been opened in London,
with Guy V. Thayer Jr., executive vice presi-
dent of the parent company, in charge.
Film Costs May Lead
To Tv Tape Use — Nemec
HIGH costs of prints to the tv film distribu-
tor and ultimately the advertiser may well
have the effect of switching production of tv
commercials and programs away from film
and into magnetic videotape, according to
Boyce Nemec, New York consultant in the
motion picture and tv film fields.
Mr. Nemec, who resigned recently after
10 years as executive secretary of the So-
ciety of Motion Picture & Television Engi-
neers, last week released details of a televi-
sion distribution cost study he made for his
own information. His main point is that
the useful life of a tv film print is consider-
ably less than that for a film for theatrical
exhibition. The resulting added cost not only
has increased expenditures substantially for
the television advertiser but has forced
smaller distributors out of business, he be-
lieves.
His study indicates that a 16 mm film for
tv, distributed to stations, has a useful life
of only five to 15 presentations on the air,
compared with normal motion picture the-
atre use experience of 200 to 400 projections
for each release print. Mr. Nemec points out
that some motion picture films have "stood
up well through more than 1,000 showings
but most are not required to because pic-
tures go out of date long before." He fixed
the blame for tv film "deterioration" largely
at the station level.
He claims "the extreme difference in print
life between television and theatres is at-
tributed to physical damage from rough
ZIV'S 'ANNAPOLIS'
AN extensive and multi-faceted promo-
tion-merchandising campaign for the
Men of Annapolis half -hour tv film syn-
dicated series is credited not only with
having had a salutary effect on station
ratings and sponsors' sales but with hav-
ing whetted sharp interest in enrollment
at Annapolis by the youth of America.
The program went on the air early this
year, supported by a vigorous merchan-
dising-promotion plan blueprinted by Ziv
Television Programs, producers and dis-
tributors of the series. With Ziv Tv pro-
viding an array of promotional and mer-
chandising aid, the plan encompassed sta-
tions carrying the program, the sponsors,
their advertising agencies and the Naval
Academy itself. MOA is carried (and
sponsored) in more than 180 markets.
An indication of the breadth of ma-
terials offered by Ziv Tv can be ascer-
tained by these statistics: More than 86,-
000 17-by-22-inch multi-color posters
and more than 98,000 streamers were
distributed at the beginning of the MOA
promotion. Since then, dealers carrying
sponsored products have displayed about
49,000 die-cut 22-inch counter displays.
More than 600,000 "Nautical News"
tabloids were used as mass distribution
"throwaways." A variety of merchandise
TASTES SUCCESS
with nautical themes was used by agen-
cies and sponsors to identify their prod-
ucts more closely with the series.
Among the advertisers who have par-
ticipated in the campaign are Coca-Cola
Co., Cities Service Oil Co., Gem Blades,
Quality Bakers of America, Albers Cereal
Div. of Carnation Milk, Ohio Oil Co. and
Holsum Bread.
Typical of the comment from adver-
tisers is this reaction from Morton T.
Gretzler, Ketchum, McLeod & Grove,
agency for Fidelity Trust Co.: "Fidelity
Trust is blissfully happy. . . . People are
writing letters, all complimentary. Every-
one with whom I came in contact likes
the show." From S. E. Weimer, advertis-
ing director, South Carolina Electric &
Gas Co.: I'm happy to say that the com-
ments which have come our way have all
been highly favorable."
Ziv Tv can provide a list of stations in
market after market showing a substantial
increase in ratings for the program, in
many instances MOA leading favorite net-
work programs. One result perhaps not
anticipated by Ziv Tv is embodied in this
comment by a spokesman for the film
company:
"The United States Naval Academy
reports a 500% increase in mail since
Men of Annapolis went on the air."
Page 58 • June 3, 1957
Broadcasting • Telecasting
1 oft Might II in 7 ,Xuti«*nttl Tennis Championships*—
BUT . . . YOU NEED WKZO RADIO
TO WIN SALES
IN KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN!
NIELSEN NCS NO. 2
NOVEMBER, 1956
DAYTIME
Station
Radio
Homes
In Area
Monthly
Homes
Reached
Weekly
NCS
Circ.
Daily
NCS
Circ.
WKZO
208,450
107,490
95,520
67,470
B
106,570
43,420
38,670
25,630
WKZO — CBS for Kalamazoo-Batlle Creek and Greater West-
ern Michigan — is one of America's most obvious radio buys.
Nielsen figures, left, show that WKZO delivers over 2^
times as many radio homes as its nearest competitor . . .
and WKZO has almost twice the share of audience, accord-
ing to Pulse!
Take a good look at those November 1956 Nielsen figures.
WKZO actually delivers 56% more homes daily than the
second station can deliver monthly!
Your Averv-Knodel man has all the facts.
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD RADIO — PEORIA, ILLINOIS
CBS Radio for Kalamazoo-Battle Creek
and Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representative*
Hill Tilden did it in 1920, 1921, 1922, 1923, 1924, 1925, and 1929.
Broadcasting • Telecasting
June 3, 1957 • Page 59
FILM
MGM-TV MARATHON
LEO the Lion had a proud smile last
week as he roared about a new pro-
duction record for the MGM-TV
film commercial department that shot
17 commercials in three days at
MGM's Culver City (Calif.) studios.
Used were four separate sound stages
and three exterior sets. Among the
commercials now in production at the
studio are these accounts: Langendorf
bread, Duncan Hines cake mix and
Big Top peanut butter, all through
Compton Adv.; Pure Oil through Leo
Burnett Co.; Schlitz Beer via J. Walter
Thompson Co. and Breast O'Chicken
Tuna through Foote, Cone & Belding.
handling by inexperienced station personnel,
inadequate inspection at the film exchange
and failure by distributors to fix responsibil-
ity and collect for film damage."
Mr. Nemec compares the costs of tv films
versus theatrical films in this manner: Black-
and-white 16 mm prints for tv cost two to
four times as much per program hour as do
35 mm color films for theatres; black-and-
white 16 mm prints for a one-hour tv show
cost the distributor $54 apiece — $3.60 per
program hour when presented on the air 15
times or $10.80 per showing when damage
prevents re-use after the fifth presentation;
color prints for theatres, based on about
200 or more projections for each print,
seldom cost more than $1.75 per projection
hour.
"A realistic appraisal by the television film
distributors of his print cost problem could
well change today's inspection methods and
bring a revision in the customary procedure
for station billing," Mr. Nemec declared.
"But if prints and other costs of distribution
fail to respond and recovery is impossible,
the alternative may be videotape."
Mr. Nemec's clients have included Tele-
Prompter Corp., CBS News and Public Af-
fairs Dept. and Eugen Bauer, Stuttgart,
Germany, manufacturer of projectors and
cameras.
CBS Film Sets Tire Fighters'
CBS Television Film Sales will produce a
new tv series, Fire Fighters, based on factual
or legendary incidents of the New York City
Fire Dept., according to Leslie T. Harris,
vice president and general manager of CBS
Flm Sales. The pilot film of the series will
be ready in June. New York Fire Commis-
sioner Edward F. Cavanagh Jr. has offered
the cooperation of the department in the
hope that the series will be an important
vehicle for aiding in prevention of fires.
New York city streets and waterways, sta-
tion houses and other F.D. installations will
serve as locations for exterior scenes.
Five Star Productions Closes
FIVE STAR PRODUCTIONS Inc., pro-
ducers of television film commercials, will
cease production on June 15, according to
Chet Glassley, president of the Hollywood
firm. Five Star Productions, located at 6530
Sunset Blvd., was founded in 1939 to pro-
duce advertising trailers for the theatre, and
switched to tv commercials the first year
the medium was open for sponsored broad-
casts.
Cessation of operations was based on the
decision of Judith McMahon, owner of the
studio, to return to Texas for family rea-
sons. Mr. Glassley chose to engage more
actively in actual production, rather than
continue with his executive duties. The
corporation will be dissolved and the studio's
assets sold.
Niles Seminar to Discuss
Commercial, Industrial Work
VARIOUS phases of commercial and in-
dustrial motion picture production will be
discussed at a five-day film seminar to be
conducted by Fred A. Niles Productions,
ChicagorHollywood firm, starting June 3, it
has been announced.
Successive evening sessions at Niles' Chi-
cago studios, 22 W. Hubbard St., will be
devoted to film fundamentals, animation,
special effects and opticals, photography and
color, and writing and direction. Among
speakers from Niles will be Chris Petersen,
West Coast animation producer, who will
discuss methods of improving commercials
at the story-board and sound track stages;
Jack Whitehead, cinematographer, on color
systems and technique and color translation
for tv compatibility, and Lloyd Bethune,
director, and James Magee, creative direc-
tor, on competent script-writing. Fred Niles,
president of the company, will explain film-
making rudiments.
FILM SALES
ABC Film Syndication reports sale of Doug-
las Fairbanks Jr. Presents, half-hour tv film
series, to WABD (TV) New York, WMAR-
TV Baltimore, WJBK-TV Detroit, WFAA-
TV Dallas and KWK-TV St. Louis.
Associated Artists Production Inc., reports
$500,000 sale of Warner Bros. Features,
cartoons and "Popeye" to KGEO-TV Enid,
Okla.
Hal Roach Studios announces sale of 12-
episode Charlie Farrell Show, broadcast last
year on CBS-TV as summer replacement for
/ Love Lucy, to NBC-TV Films for syndica-
tion. Sale follows that of Roach-produced
Screen Directors Playhouse to RKO Tv for
world-wide syndication on seven-year lease
rights basis.
Associated Artists Productions, N. Y., re-
ports sale of 52 Candid Camera tv film epi-
sodes of KNTV (TV) San Jose and 52 of
The Gahhy Hayes Show film series to WKBT
(TV) La Crosse, Wis. Distributor also an-
nounces WROC-TV Rochester signed for 26
movie features.
FILM DISTRIBUTION
Hal Roach Studios offers five new packages :
Jacques and Jill, comedy series starring
Robert Sterling and Anne Jeffreys, produced
in conjunction with Alex Gottlieb, creator
of series; Ben Blue's Brother, Ben Blue com-
edy produced by Jerry Staff; two dramatic
series, both untitled, with Bette Davis as
hostess-narrator and occasional star, and
sports-drama series with Joe Dimaggio as
host-commentator. Currently being filmed
at Roach Culver City Studios are Telephone
Time, Oh, Susanna and Blondie.
National Telefilm Assoc., N. Y., has offered
for distribution to stations new half-hour tv
film series, The Big Little Show, consisting
of music revue programs produced by vari-
ous theatrical motion picture companies.
RCA Thesaurus distributed to subscriber
stations its Great Moments in Sports, radio
series of 52 quarter-hour shows featuring
voices of 200 sports personalities.
Screen Gems Inc., N. Y., announces pro-
duction will begin in June on new half-hour
series. The Further Adventures of Phineas
Fogg, based on characters created by Jules
Verne in Around the World in 80 Days.
Filmaster Productions, Hollywood, an-
nounces new tv film series, Have Gun Will
Travel, to be carried in CBS Saturday night
spot next fall. Production on 39 half -hour
PROGRAM SERVICES
Weaver Signs WGN-TV;
WPIX (TV) Negotiating
SYLVESTER L. (PAT) WEAVER'S new
baby network, Program Service Inc., took
its first affiliation step last week, with an-
nouncement that WGN-TV had signed as
Chicago outlet. Simultaneously, negotiations
with WPIX (TV) New York were disclosed
as under way.
Developments were reported Tuesday at
a news conference-luncheon co-hosted by
Mr. Weaver and Ward L. Quaal, vice pres-
ident and general manager of WGN Inc.
(WGN-AM-TV), who discussed his station's
plans for originating "a very substantial por-
tion" of program service fare.
Aside from carrying Ding Dong School
at 9 a.m. and the new Mary Margaret Mc-
Bride series at 8:30 a.m., starting July 1,
WGN-TV plans to feed such programs as
its Lunchtime Little Theatre, a new "enter-
tainment with information" series and an
Aragon Ballroom Saturday night dance re-
mote, plus perjiaps Garfield Goose and a
Wally Phillips and Bob Bell show in the
immediate or foreseeable future.
'"A very substantial portion of the network
programming will come from Chicago," Mr.
Quaal asserted. "We have plenty of talent
available, plus the know-how and facilities
to produce quality programs." He stated
that "we expect to receive many well estab-
lished programs as well as new features that
will bring to television more of the 'firsts'
for which Mr. Weaver is so widely recog-
nized in the industry."
Mr. Weaver welcomed the affiliation with
"one of the nation's most highly respected
stations, one highly regarded by viewers and
advertisers alike." He said use of WGN-
TVs facilities assures access to over 2.5 mil-
lion homes in "the nation's No. 2 market,
Page 60 • June 3, 1957
Broadcasting • Telecasting
segments begins June 10 with Richard Boone
starring and Julian Claman producing.
Guild Films Co.. N. Y., announces acquisi-
tion of religious program series Minutes of
Prayer for distribution to tv stations. Pro-
gram is based on book by Christopher
Cross, vice president. Grey Adv.. and con-
sists of 365 one-minute film shorts in color
with prayer voiced over film. Series is avail-
able on library basis.
MGM-TV. N. Y.. placing into production
The Feminine Touch, situation comedy
series for tv. Studio is already working on
The Thin Man. half-hour detective mystery
series that will star Peter Lawford and
Phyllis Kirk.
Filmaster Productions Hollywood, set up
S3.5 million tv film production schedule for
balance of year. Schedule includes filming
39 half-hour Have Gun, Will Travel pro-
grams for CBS-TY. starting June 10: 39
Gunsrnoke shows, now being filmed, also
for CBS-TY: five pilots which are in prep-
aration state and new wholly-owned tv
series of its own now in w ork at firm's pro-
gram development department.
long the home of many of tv's most impor-
tant properties." He estimated that by fall
Program Service will be able to reach some
18 million tv homes or 45 % of the total."
WGN-TV thus becomes the first link in
the Weaver major market tv network also to
include stations in New York. Washington,
Philadelphia. Baltimore. Cleveland. Cincin-
nati and St. Louis at the outset and Hart-
ford. New Haven. Indianapolis. Milwaukee.
Minneapolis and Detroit by next October.
Negotiations are under way with stations
in those markets, it was pointed out. WPIX,
New York Daily News station, is expected
to be the outlet in that city.
Mr. Quaal emphasized that at the outset
"we will crawl before we try to walk."
Storz In Syndication
With Connolly Series
THE Storz Stations have entered the na-
tional radio program syndication field with
signing of an exclusive contract with Mike
Connolly. Hollywood columnist, according
to President Todd Storz. The feature is de-
signed for use by stations having hourly
newscasts and will offer news of Broadway
and Hollywood.
Sixty-three different short features w ill be
supplied each week to subscribing stations.
Mr. Storz said, the transcribed cut-ins to be
incorporated in newscasts. Bill Stewart, na-
tional program director of Storz Stations,
will handle sales and coordination of the
syndicated feature, which starts June 10 on
the Storz Stations iWDGY Minneapolis.
KOV\TJ Omaha. WHB Kansas City, WTLX
New Orleans and WQAM Miami > .
Mr. Connolly, co-author of the Lillian
Roth story, I'll Cry Tomorrow, is col-
umnist on the Hollywood Reporter. His
column also appears in 40 daily newspapers.
A,
*
FOR ALL OF
Northeast
Michigan)
#4* ) i
FLINT
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For the first time, a perfectly tailored signal for all of
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Broadcasting
Telecasting
June 3, 1957 • Page 61
EDUCATION
CBS Foundation Sets Grants
Totaling $38,000 for 1957
GRANTS amounting to $38,000 will be
paid to 12 privately-supported colleges and
universities in 1957 by CBS Foundation Inc.
under its plan to assist educational institu-
tions from which CBS executives on both
junior and senior levels were graduated,
the foundation announced last week.
CBS Foundation, the agency for making
educational and charitable grants on behalf
of CBS Inc. and its divisions, said that this
year grants of $2,000 each will be made on
behalf of 19 executives. It explained that
the $2,000 figure represents the "cost of
education" which is paid from an institu-
tion's endowment or other accumulated
funds over and above the costs actually
charged to the students. This is the fourth
annual grant announced since the start of
the CBS plan in 1954.
Colleges and universities on the CBS
1957 list and the executives associated with
particular schools are: Amherst College —
George T. Bristol Jr., director of sales pres-
entations, CBS-TV; Berea College — Ken-
neth E. Baine, director of industrial rela-
tions and executive director, Bridgeport
(Conn.) Operations, Columbia Records;
College of the Holy Cross — Frank J. Shak-
espeare Jr., sales manager, WCBS-TV New
York; Cornell U. — William Bachman, di-
rector of engineering research and develop-
ment, Columbia Records; Joseph A. W. Igle-
hart, director, CBS Inc.; Fordham U. —
George J. Arkedis, general sales manager,
WBBM-TV Chicago; Robert J. Dune, as-
sistant general attorney, CBS Radio; Har-
vard College — Leon R. Brooks, assistant
general attorney, Washington, D. C, CBS-
TV; Philip Feldman, vice president and
business manager, talent properties, Holly-
wood, CBS-TV; Lewis Gordon, president,
CBS International: Massachusetts Institute
of Technology — Howard A. Chinn, chief
engineer, CBS-TV; Robert G. Marchisio,
vice president, CBS-Hytron.
New York U. — Harold C. Lang, assist-
ant treasurer, CBS Inc.; Princeton U. —
William C. Ackerman, director, reference
department, CBS Inc., and executive direc-
tor, CBS Foundation Inc.; Irving Townsend,
director of special popular artists and rep-
ertoire, Columbia Records; U. of Notre
Dame — John A. Schneider, general man-
ager, CBS-TV Spot Sales; U. of Rochester
— Mitchell Miller, director of popular art-
ists and repertoire, Columbia Records; David
J. Oppenheim, director of classical artists
and repertoire, Columbia Records; Yale U.
— Henry Howard, director of music opera-
tions, CBS-TV.
III. Court Okays State Funds
For Educational Television
THE Illinois Supreme Court has reaffirmed
a lower court dismissal of a suit challenging
the right of the U. of Illinois to use state
taxpayer funds to operate educational WILL-
TV Urbana because the institution is "well
within its powers to so use appropriations"
and "television cannot be singled out for
special treatment because it is relatively
new."
The upper court added that tv is but one
of "many activities" involved in "maintain-
ing an institution of higher learning." It also
noted that the defendant trustees had con-
tended that the proceeding was not a bona
fide taxpayer suit, but rather one that had
been instigated by the Illinois Broadcasters
Assn. who were the real party in interest.
The court's decision is expected to be the
end of the matter as petitions for re-hearing
are seldom granted.
KR NT-TV HIDES ITS CLASSROOM CAMERA
AN educational series on KRNT-TV Des
Moines is among that area's most widely
watched, but principals in the show never
know they are on the air.
They are elementary school pupils,
shown on the daily afternoon Know
Your Schools as they explore the three
r's, and their convincing performances
are possible because of the great care
KRNT-TV and school authorities have
taken to ensure authenticity.
Know Your Schools is not a series of
remotes from the schools. Instead, class-
rooms have been duplicated in a special
closed-wall set in KRNT-TV's studios.
Cameras, microphones and lights are hid-
den in schoolroom walls and ceiling.
Furniture is changed each day, as dif-
ferent classes appear, to conform to
what the children are used to. The chil-
dren and teacher begin their regular class
routine well in advance of 1 p.m. airtime.
With the show coordinated and narrated
from separate studios the teacher is free
to conduct an uninhibited, unrehearsed
half -hour of lessons.
A cooperative effort between station
and the city's education system to show
elementary school methods to the pub-
lic, Know Your Schools is proving again
that public service and high ratings can
co-exist. The series topped all competitive
programs at 1 p.m. in the March Ameri-
can Research Bureau survey, KRNT-TV
reports.
Two other points of the show's three-
fold purpose are to make the public
aware of how a child's education pro-
gresses through rotating the telecasts of
classes at different elementary levels, and
to provide a means of in-service training
for teachers in the vicinity. Less experi-
enced teachers can watch their seniors
at work. The show also acts as a sound-
ing board for public reaction to educa-
tional tv in the Des Moines area.
Efforts of Dick Covey, KRNT-TV pro-
gram director; Guy Koenigsberger, pro-
duction manager; James Sheldon, director
of adult education in Des Moines; George
Hohl, acting elementary school superin-
tendent, and many others have combined
to produce a program that has been
warmly received by Central Iowa view-
ers. School officials released Nadine
Machesney from responsibilities as as-
sistant principal of an elementary school
to act as coordinator, the "off-stage
voice" of Know Your Schools.
Promotion of the show has been a co-
operative effort between station and
school. KRNT-TV has run on-the-air
spots, interviews and preview promotions;
the schools printed flyers for children to
take home and publicized Know Your
Schools in bulletins and publications.
.IHPI'-'' ' "■TIPTliT TT
INNOCENTS UNAWARE that they are starring in the Know Your Schools series on
KRNT-TV Des Moines go about regular class pursuits in uninhibited fashion. To telecast
the realistic daily series, the station and school advisers built this closed set conceal-
ing cameras [circled] and obscuring lights and mikes behind a ceiling grid [arrows].
Page 62 • June 3, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
June 3, 1957 • Page 63
%In VIRGINIA
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ROANOKE
Television Market!"
The Roanoke Television Market
comprises 21/* million people,
over 2 billion dollars retail
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One WDBJ-TV program, "Top 'O'
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TRADE ASSNS.
Radio's Health Cited
At Carolina Meeting
NETWORK radio will be "a part of every
well-balanced national advertising campaign
by autumn of 1957," Matthew J. Culligan,
NBC Radio vice president, predicted
Wednesday at the opening session of the
North Carolina Assn. of Broadcasters. The
association held a two-day meeting at Grove
Park Inn, Asheville, with President Edmond
H. Smith, WIRC Hickory, presiding.
Observing a "return of sanity to media
evaluation," Mr. Culligan said NBC Radio
station payments since April of this year
were up 58% over the same 1956 period.
Since last January, he explained, affiliates
have been permitted to sell every availabil-
ity the network wasn't able to sell. In the
case of the network's five o&o stations, these
unsold availabilities have brought in $30,000
weekly in local revenue. This could amount
to $6 or $7 million for all NBC Radio af-
filiates, he said.
Another boom in NBC Radio business,
according to Mr. Culligan, is the popularity
of "imagery transfer" sales, which he called
"a multi-million-dollar catalyst." This tech-
nique, based on the ability of words to trig-
ger latent memories, is built around one-
minute commercials supported by network-
blanketing 30-second and 6-second an-
nouncements.
Robert K. Richards, public relations con-
sultant, advised broadcasters to take five
minutes every morning before opening the
mail to ask, "What can the station do for
this city today?" He urged broadcasters to
explain the medium in an organized way
rather than dissipate their energy in com-
plaining about criticism.
Named to the resolutions committee
Wednesday were Ed Anderson, WBBO For-
est City, chairman; Allen Wannamaker,
WBIG Greensboro, and A. Hartwell Camp-
bell. WNCT (TV) Greenville.
John F. Meagher, NARTB radio vice
president, cited FCC data for 1954-55 to
show that every major market in the state
had enjoyed an increase in local billings.
Reviewing the medium's successful opera-
tion, he said there are 24 more stations now
than were operating in 1954.
Hot competition increases the temptation
"to yield a point or two, to make some deals
and to accommodate some advertisers of
dubious integrity," he said. "The safeguard
is to indoctrinate all of your people with the
philosophy that radio is indeed a profession,
with traditions of ethical concepts relating
to all of its aspects. Under-the-table deals
and rate-cutting have no place in that tradi-
tion, just as they have no place in healthy
commerce of any kind. If your rate for a
segment of the broadcast appears to be too
high to permit sales, re-examine it, make
some adjustment if need be. and then stand
behind it."
Last year 126,820 new radio sets were
shipped into the state, a gain of 10% over
1955, Mr. Meagher said.
Sen. Sam J. Ervin Jr. (D-N. C), a former
MR. McGRANAGHAN
member of the Senate Commerce Commit-
tee, listed some of broadcasters' basic prob-
lems, including resistance to censorship and
government domination. He added, "It seems
to me that it is a realistic and objective ob-
servation to say that the Commission's
(FCC) lack of action and indecision have
fostered doubt, confusion and near disillu-
sion in some segments of your industry."
Charles Shaffer, director of development,
U. of North Carolina, appearing for William
C. Carmichael, vice president, discussed co-
operation between broadcasters and the uni-
versity through a state foundation project.
McGranaghan Joins NARTB Staff
JEROME P. McGRANAGHAN, recently
GOP state liaison representative with the
Cabinet, White House and Congress, has
joined NARTB's government relations de-
partment as assist-
ant to Vincent T.
Wasilewski, man-
ager. A native of
Oneida, N. Y., he
is a graduate of St.
Bonaventure U.
and received an
LL.B. degree from
Catholic University
Law School. Dur-
ing World War II
he was in naval
aviation. He is a
member of Delta
Theta Phi legal fraternity, New York Bar
Assn.. American Legion, Veterans of For-
eign Wars and American Veterans of World
War II He married the former Marjorie
Locker, of Dayton. Ohio.
10 Named to ATAS Board
TEN members of the board of governors
of the New York Chapter of the Academy
of Television Arts and Sciences were elected
last week to serve on the national board of
trustees of the academy. Those elected for
two-year terms are: Royal E. Blakeman,
attorney; Mark Goodson, partner in Good-
son-Todman Productions; Tex McCrary,
NBC-TV personality; Ed Sullivan, CBS-TV
personality, and Hubbell Robinson Jr.,
CBS-TV executive vice president in charge
of programs. Those chosen to serve for
one year: William J. Bratter, attorney; Eve-
lyn Burkey. executive director, Writers
Guild of America, East; Bud Collyier, free-
lance tv personality; Robert F. Lewine, NBC
vice president in charge of nighttime tv
programming, and Henry White, advertis-
ing manager. Screen Gems Inc.
Tenn. UP Broadcasters Organize
THE UP Broadcasters Assn. of Tennessee
was formed in Nashville on May 23 and
Clave Cline of WSEV Sevierville was elected
president.
Jim Miller, WLAC Nashville, was named
vice president and Fred Parker. UP business
representative for Tennessee, secretary. The
new organization is open to all station per-
sonnel at any of UP's 61 radio and tv clients
in the state.
■4 C6cw(d7
CBS
ROANOKE, VA.
Owned and operated by
the Times-World Corp.
Page 64 • June 3, 1957
Broadcasting • Telecasting
Fellows Announces Members
For 4 NARTB Board Groups
FOUR board committees have been named
by NARTB President Harold E. Fellows
preparatory to the annual summer meeting
of the combined Radio-Tv Boards to be held
June 18-21 at the Mayflower Hotel, Wash-
ington. The tv directors meet June 19, radio
directors June 20 and combined boards
June 21. The General Fund Finance Com-
mittee meets June 19 and the Television
Finance Committee June 18.
Members of the four committees are:
General Fund Finance Committee — Alex
Keese, WFAA Dallas, chairman; Raymond
V. Eppel, KORN Mitchell, S. D.; John E.
Fetzer, WKZO-TV Kalamazoo, Mich.; Pay-
son Hall, Meredith Publishing Co.; C. How-
ard Lane, KOIN-TV Portland, Ore.; Robert
T. Mason, WMRN Marion, Ohio; James
H. Moore, WSLS Roanoke, Va.; John M.
Outler Jr., WSB Atlanta, and Donald W.
Thornburgh, WCAU Philadelphia.
Television Finance Committee — C. How-
ard Lane, KOIN-TV Portland, Ore.; chair-
man; Joseph J. Bernard, KTVI (TV) St.
Louis; John E. Fetzer, WKZC-TV Kala-
mazoo, Mich.; Payson Hall. Meredith Pub-
lishing Co., and C. Wrede Petersmeyer,
KOTV (TV) Tulsa. Okla.
By-Laws Committee — Joseph E. Baudino,
Westinghouse Broadcasting Co.. chairman;
J. R. Livesay, WLBH Mattoon, 111.; Robert
O. Reynolds, KMPC Los Angeles; W. D.
Rogers Jr., KDUB-TV Lubbock, Tex.; Har-
old P. See, KRON-TV San Francisco, and
Hugh M. Smith. WCOV Montgomery, Ala.
Membership Committee — J. Frank Jar-
man. WDNC Durham, N. C, and W. D.
Rogers Jr., KDUB-TV Lubbock. Tex., co-
chairmen; Thomas C. Bostic, KIMA Ya-
kima, Wash.; Henry B. Clay, KTHV (TV)
Little Rock, Ark.; William Holm, WLPO
LaSalle, 111.; Daniel W. Kops, WAVZ New
Haven, Conn.; Robert L. Pratt, KGGF
Coffeyville, Kan.; James D. Russell, KKTV
(TV) Colorado Springs, Colo.; Ben B. Sand-
ers, KICD Spencer. Iowa, and Willard E.
Walbridge. KRTK-TV Houston.
Hollywood Club Names Directors
JACK BREMBECK. KABC-TV Los An-
geles, Len McLean. Bob Garrick Public Re-
lations, and Walter Miles. Tv-Radio Life,
were elected to three-year terms as directors
of the Hollywood Advertising Club at the
annual election last Monday. Marty Lewis,
Tv Guide, and Larry Nolte. White King
Soap Co.. were elected to serve unexpired
terms ending 1958 and Felix Adams. KLAC
Los Angeles, was elected to serve an un-
expired term ending 1959.
AIEE Plans Radio-Tv Papers
A PROGRAM of television and radio tech-
nical papers is being presented at the 1957
summer general meeting of the American
Institute of Electrical Engineers. The meet-
ing will be held at the Sheraton-Mt. Royal
Hotel, Montreal, Que., from June 24-28.
and the sessions relating to tv and radio will
be held on Friday. June 28.
take
and get the whole
rich northern
Florida market, that
The PERRY STATIONS
cover as no
other media can . . .
completely, effectively,
and with apparent but
deceptive ease.
1
THE PEF
IRY STATIONS
j
1 wjhp am/fm/tv Jacksonville
I
2 WCOA Pensacola
I
3 WTMC Qcala
I
4 wdlp Panama City
i
5 WESH-TV Daytona Beach
Radio Stations Represented By:
JOHN H. PERRY ASSOCIATES
TV Stations
REPRESENTED BY PETRY
Broadcasting • Telecasting
June 3. 1957 • Page 65
STAND-BY
TV TRANSMITTING
ANTENNAS
for channels 7-13
Aa 3*/^*** deeded
V.
1 :
i
u
AURAL
TRANSMITTER
VISUAL
TRANSMITTER
A simple, versatile and eco-
nomical standby system consist-
ing of two separate bays of the
AMCI Type 1020 Antenna
mounted on a mast or existing
tower leg can be used with a 50
kw transmitter. No diplexer of
any kind is needed. The aural
and visual transmission lines need
not be of equal lengths.
Write for Bulletin B-457.
ANTENNA SYSTEMS - COMPONENTS
AIR NAVIGATION AIDS - INSTRUMENTS
TRADE ASSNS.
Southern Calif. Broadcasters
Set Agenda for June 6 Clinic
BROADCASTERS, advertisers and agencies
will join in an all-day examination of ways in
which radio can most effectively serve its
clients at the first annual sales clinic of the
Southern California Broadcasters Assn., to
be held June 6 at the Sheraton-Town House,
Los Angeles.
The day's program includes addresses on
"Management's Ever-Increasing Dependence
on the Sales Department." Speaking for the
networks will be Norman Boggs, of Don Lee
Broadcasting System. Bob Reynolds, of
Golden West Broadcasters will speak for the
independents.
Bob Light will be chairman for the talk on
"Sales Promotion & Sales Presentations." On
the timebuyers panel, moderated by Ham,
Nelson. Stromberger, LaVene, McKenzie,
will be Bill Becker, Max Becker Agency;
Lydia Reeve, Foote, Cone & Belding; Roy
Curtis, Leo Burnett; John Bainbridge, Tilds
& Cantz; Dorothy Koemme, The Armstrong
Co.; Claire Koren. Doyle Dane Bernbach.
On the account executive panel will be
Doug Anderson, Anderson-McConnell
(moderator); Selma Solmann, Milton Wein-
berg Agency; Forrest Oowen, Geoffrey Wade
Agency; Gordon Walker, Kenyon & Eck-
hardt; Bob Benvenisti, Owl Drug Stores,
and Jim Bishop, Baker-Crawford-Bishop.
Don Conroy, advertising manager, Thrift-
imart, will be the speaker at the luncheon
session.
Bill Baxley, KABC Los Angeles, will be
the chairman for a forum entitled "Media
Research, Use or Abuse," with Frank Crane,
KPOP Los Angeles, acting as moderator.
Specialized topics will be handled by Gene
Duckwall, Foote, Cone & Belding — "Types
of Media Research"; Terry Mann, KHJ Los
Angeles — "Sales Application of Research";
Carleton Coveny, John Blair Co. — "A Rep
Looks at Research"; and one yet-under-
determined panelist to discuss "The Value of
Incidental Surveys in Smaller Markets."
Felix Adams, KLAC Los Angeles, will be
chairman for the "Radio — A Powerful Sell-
ing Tool 24 Hours a Day" segment. Mod-
erator will be John Hansen, KABC, with
speakers Maurie Webster, KNX-CPRN Los
Angeles. "Daytime and Weekends and Fea-
ture Programs"; Charlie Hamilton, KFI Los
Angeles, "All Night Programs, Every
Night"; Gordon Gumpertz, Kellog Agency,
"Timebuying from Specialty Stations"; Mort
Sidley, KLAC. "Off Traffic Time— All Day
— Every Day"; and Jack Privett or Herb
Bevin, "Feature Buying — Fm."
Ackerman Heads Hollywood ATAS
HARRY S. ACKERMAN, independent tv
producer, formerly Hollywood program vice
president of CBS-TV, has been elected presi-
dent of the Los Angeles chapter of the
Academy of Television Arts & Sciences for
1957-58. Other officers are: first vice presi-
dent, Sheldon Leonard, producer of Danny
Thomas Show; 2nd vice president, Frederick
de Cordova, producer of Mr. Adams & Eve;
secretary, Jane Wyatt, actress (wife in Father
Knows Best); treasurer, Loren L. Ryder,
president, Ryder Sound Services; executive
committeemen, Desi Arnaz, actor-producer,
/ Love Lucy; W. Fenton Coe, manager of
film production, NBC-TV Pacific Div.:
Wayne Tiss, vice president in charge of
Hollywood office, BBDO.
Illinois News Broadcasters
Elect Smith, Salzman, Rowe
RALPH SMITH, news director of WIRL
Peoria, 111., was elected president of the
Illinois News Broadcasters Assn. at its spring
meeting May 26. Also elected were Harold
Salzman, WLS Chicago, vice president, and
Al Rowe, WSOY Decatur, secretary-treas-
urer.
Named to the executive board of INBA:
Dave Loring, WGIL Galesburg; William
Ray, WMAQ-WNBQ (TV) Chicago; Wil-
liam Spangler, WFRX West Frankfort, and
William Ellison, WHBF-AM-TV Rock Is-
land.
Honorary life membership in the group
was voted to Frederick S. Siebert, director
of the U. of Illinois School of Journalism
and Communications, for his services to state
newsmen. Another resolution named Prof.
Donald Brown of the university as perma-
nent executive secretary of the association.
The group also named a committee to
consider the establishment of a permanent
correspondent in Springfield to cover state
capital news for radio and tv. The project
would be financed by INBA members.
Patt Heads Radio Pioneers
JOHN F. PATT, president of WJR Detroit,
will succeed automatically to the presidency
of Radio Pioneers Club for the 1957-58
term, having served as senior vice president
during the past year. The nominating com-
mittee has announced this additional slate:
Frank E. Pellegrin, H-R Representatives,
first vice president; Frank Silvernail, BBDO,
Charles Godwin, Sponsor magazine, and
Jack Overall, NBC, for vice presidents (two
to be elected to two-year vice presidencies).
Victor C. Diehm, WAZL Hazleton, Pa., and
William H. Fineshriber Jr., have one more
year of two-year terms to serve.
ACBB Names New Officers
DR. GEORGE JOHNSON of Indiana U.,
Bloom ington, has been elected president of
the American Council for Better Broadcasts.
Others elected: Mrs. Melvin C. Koch, Co-
lumbus, Ohio, first vice president; Mrs. Ger-
trude Broderick, Washington, D. C, second
vice president; Mrs. William Haupt, Los
Angeles, corresponding secretary, and Mrs.
Martin Leiner, Charleston, W. Va., record-
ing secretary.
The ACBB's announced objective is to
improve radio-tv programming through mon-
itoring.
NARTB Issuing Program Catalog
NARTB is distributing a catalog of govern-
ment and civic programs to its member ra-
dio stations. The list includes titles and de-
scriptions of transcribed programs, scripts,
spots and similar broadcast material, with
official contact at each agency or organiza-
tion. A similar directory of material sup-
plied by commercial firms is being compiled.
£jjk ALFORD
wS^w . Manufacturing Co., Inc.
* 399 ATLANTIC AVE.. BOSTON. MASS.
Page 66 • June 3, 1957
Broadcasting • Telecasting
Wisconsin Broadcasters Set Up
Annual Scholarship Program
THE membership of Wisconsin Broadcasters
Assn. has approved a resolution to conduct
an annual scholarship program for the out-
standing high school student in the state
and to issue a public service award to a dis-
tinguished Wisconsin citizen for contribu-
tions to the arts.
The action was taken by some 80 mem-
bers at WBA's annual spring meeting in
Milwaukee a fortnight ago. A highlight was
presentation of a $100 check to Mary Ellen
Zanton, one of four winners of the "Voice
of Democracy" contest and guest at the
meeting. Hugh K. Boice, Jr.. vice president
and general manager of WEMP and WBA
president, and its public relations committee
will set up the scholarship and public service
award programs, the latter for contributions
to music, education, politics, etc.
The WBA meeting followed a BMI clinic
May 20 with James Patterson, public rela-
tions director of Standard Oil Co. of Indiana,
as banquet speaker.
Goodson Heads N. Y. ATAS
ACADEMY of Television Arts^fc Sciences,
New York chapter has annoui ed the elec-
tion of Mark Goodson, Goodson-Todman
Productions, as chapter chairman for 1957-
58 season. Other officers chosen: Robert
F. Lewine, NBC, first vice chairman; Hub-
bell Robinson Jr., CBS-TV, second vice
chairman; William J. Bratter, New York at-
torney, secretary; Lawrence Langner, Thea-
tre Guild, treasurer, and Robert M. Carr,
New York, certified public accountant, as-
sistant treasurer.
STP Forms Nominating Group
NOMINATING committee to draw up a
slate for officers of the new Society of Tele-
vision Pioneers has been named by its act-
ing chairman, W. D. (Dub) Rogers, KDUB-
TV Lubbock, Tex. Members of the com-
mittee are Richard B. Rawls, KPHO-TV
Phoenix, Ariz., chairman, and P. A. (Bud-
dy) Sugg, WKY-TV Oklahoma City. Of-
ficers, to be selected from a 15-man board
of directors, are president and three vice
presidents. Mail ballots will be sent to Glenn
Marshall Jr., WMBR-TV Jacksonville, Fla.,
STP secretary.
TRADE ASSOCIATION SHORTS
National Assn. of Tv and Radio Farm
Directors announces its 1957 directory, now
available for distribution. Directory contains
complete listing by states of all NATRFD
member farm radio and tv programs, com-
plete list of NATRFD members, report on
farm broadcasting services offered by land-
grant colleges and other educational agencies
and analysis of services of farm broadcast-
ing. Single copies of directory are available
on request from Mai Hansen, WOW Omaha,
Nebr.
National Electronic Distributors Assn. an-
nounces move of quarters to 343 S. Dear-
born St., Chicago. Telephone: Harrison 7-
5526.
IN 51 OF 72 COMPETITIVE
Daily QUARTER HOURS in Rochester, N.Y.
$nd tied for fitst Font times!
WHEC
STATION
B
STATION
c
STATION
D
STATION
E
STATION
p**
FIRSTS
51
13
4
0
0
0
Ties for First
4
1
3
0
0
0
* tofesf Rochester Metropolitan Area PULSE, March 1957.
(Mondays thru Fridays — Sign on to Sign-off.)
" ^Station signs off at local sunset.
WHEN WHEC SPEAKS . . . ROCHESTERIANS LISTEN!
BUY WHERE THEY'RE LISTENING: _
WHEC
NEW YORK
5,000 WATTS
■i: EVERETT- McKINNEY, Inc. Hty, fork. Chicago, LEE F. O'CONNELl CO.. los Ange/cs, Son Francisco
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO j
STATION
On the Air everywhere 24 hours a day— seven days a week
Broadcasting • Telecasting
June 3, 1957 • Pagt 67
STATIONS
KCOP (TV), WMTV (TV) ARE SOLD
SALES of KCOP (TV) Los Angeles to Ken-
yon Brown-Bing Crosby group and of uhf
WMTV (TV) Madison, Wis., to principals
associated in the ownership and management
of WTVJ (TV) Miami, Fla., were reported
last week.
Brown-Crosby Group Pays
$4 Million for Los Angeles Tv
KCOP (TV) Los Angeles, ch. 13 independ-
ent, has been sold by Copley Press Inc. to a
group comprising Kenyon Brown, Harry L.
(Bing) Crosby, George L. Coleman and
Joseph A. Thomas [B*T, April 8]. The $4
million sale was announced last week by
Jack Heintz, KCOP vice president-general
manager.
The buyers, except Mr. Thomas, already
own KFEQ-AM-TV St. Joseph, Mo.
(KFEQ-TV is ch. 2, CBS affiliated), which
they bought in 1955 for $550,000 from
Barton Pitts. Mr. Brown also owns outright
KWFT Wichita Falls and KLYN Amarillo,
Tex.; 50% of KANS Wichita, Kan.; 49% of
KBYE Oklahoma City, Okla., and 331/3%
of KGLC Miami, Okla. Film star Bing
Crosby and Mr. Coleman each own 6% of
KGLC. Mr. Thomas is a senior partner in
the New York investment banking firm of
Lehman Bros.
KCOP went on the air as KL AC-TV in
1948. It was owned then by Mrs. Dorothy
Schiff Sonnenborn (New York Post). The
ch. 1 3 station was sold to Copley Press in
CONSUMMATING the sale of KCOP (TV)
Los Angeles (I to r): seated, Jack Heintz,
KCOP vice president-general manager;
Kenyon Brown, member of purchasing
group; standing, Ray Hamilton, Hamilton,
Stubblefield, Twining & Assoc. (broker),
and Paul A. O 'Bryan, attorney.
1954 for $1,375,000. Copley Press owns a
chain of newspapers in California and
Illinois.
It is understood Mr. Brown will move to
Los Angeles as principal executive officer of
KCOP after the sale is approved by the
FCC. Application for transfer will be proc-
essed and filed with the Commission shortly.
Except for Mr. Heintz, there are no staff
changes planned. Negotiations were handled
by station brokers Hamilton, Stubblefield,
Twining & Assoc.
Bartell Stations Sell WMTV (TV)
To WTVJ (TV) Group for $550,000
THE Bartell Stations have sold WMTV
(TV), ch. 33, Madison, Wis., to WMTV
Inc. for $550,000. WMTV Inc. is owned by
Wometco Television & Theatre Co., Lee
Ruwitch and Gordon Sherman. Wometco is
permittee of WTVJ (TV) Miami, Fla., and
20% owner of WFGA-TV Jacksonville,
Fla. Mitchell Wolfson and Sidney Meyer
control Wometco, Mr. Ruwitch is executive
vice president-general manager of WTVJ
and Mr. Sherman is president of WMAY
Springfield, 111.
Last summer WIBA Madison was negoti-
ating to m/rge with WMTV. The merger
fell througH^WIBA is owned by the Capital
Times and Wisconsin State Journal.
During the last five weeks the Bartell Sta-
tions have made three other changes. WAPL
Appleton, Wis., was sold to Connie Forster
and associates for $100,000 [B»T, May 6].
Bartell bought WBMS Boston, Mass., from
Jack N. Berkman for $200,000 [B»T, May
13]. Gordon Broadcasting Co. (WSAI-AM-
FM Cincinnati, Ohio) sold WILD Birming-
ham, Ala., to Bartell for more than $300,-
000. These transactions are awaiting FCC
approval.
Bartell now retains, in addition to the
recently acquired properties, WOKY Mil-
waukee. WAKE Atlanta, KCBQ San Diego
and KRUX Phoenix.
J. B. Fuqua has purchased 35% of WJBF-
TV, ch. 6, Augusta, Ga., from Martin The-
tres of Georgia Inc. for $300,000. Mr. Fuqua
also bought 6% from Donald M. Kelly.
The Martin group obtained their interest
for about $130,000, in a merger of com-
peting applications, for ch. 6 in 1953. Martin
operates WDAK-TV Columbus, Ga. Mr.
Fuqua, formerly a 59% stockholder, is now
sole owner of the station.
Joseph E. McNaughton and family have
sold the construction permit for ch. 9 KDHS
(TV) Aberdeen, S. D., to North Dakota
Broadcasting Co. for $2,447 for out-of-
pocket expenses spent securing the cp. North
Dakota owns KCJB-AM-TV Minot, KXJB-
TV Valley City, KBMB-TV Bismarck and
KSJB Jamestown, all N. D. The McNaugh-
tons operate WCRA Effingham, WRMN
Elgin, both 111., and KXGI Fort Madison,
Iowa.
WSPD-TV Paducah Goes on Air
WSPD-TV Paducah, Ky., took to the air
last Tuesday on ch. 6 as an NBC-TV inter-
connected affiliated. The station received its
grant last Nov. 14. It is operated by Pa-
Agency Executive Sold on
Audit Bureau of Circulations
G. T. ARTHUR
Director of Media
Fuller & Smith & Ross Inc.
New York
"I regard ABC reports as one of the most vital tools available
to advertisers and their agencies. As a good reporter to get the
full story, must identify the who, what, where and how, so a
media man must have the fast, authoritative answers to the
'who,' the 'how many' and the 'where'. ABC reports are the
'insurance policies' that provide these answers."
B»T is the only paper in the vertical radio-tv field with A. B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B»T, with the largest paid circulation in
its field, is basic for subscribers and advertisers alike.
OADCASTING
TELECASTING
THE BUSINESSWEEK!. Y OF RADIO AND TELEVISION
Page 68 • June 3, 1957
Broadcasting • Telecasting
THIS QUINTET sealed the ownership change of WMTV (TV) Madison. Wis. L to r:
Louis Wolfson II. film buyer, WTVJ (TV) Miami; Donald Mercer, NBC-TV director
of station relations; Gerald A. Bartell. president of Bartell Radio-Tv Group; Mitchell
Wolf son, president of
general manager.
WTVJ. and Lee Ruwitch, WTVJ executive vice president-
ducah Newspapers Inc. with E. J. Paxton
Jr., son of the publishing firm president, as
vice president-general manager. Class A
onetime hourly rate is $400. John E. Pear-
son Television Inc. is national representa-
tive.
Nierman, Jahncke
To Petry Co. Posts
PROMOTION of Martin L. Nierman to
vice president and national sales manager of
the television division and the addition of
Ernest Lee Jahncke Jr. as vice president and
assistant to the president of Edward Petry
& Co., pioneer station representation firm
[Closed Circuit, May 27], were announced
last week by Edward Petry. president.
The appointments were effective June 1.
They followed the resignation of Thomas
E. Knode as vice president in charge of tv
and head of the company's plans board, but
they reflect a realigned organizational set-
up. While Mr. Nierman heads tv sales. Mr.
Jahncke will operate in both radio and tele-
vision, presumably with assignments em-
bracing station relations and management
as well as sales. William Maillefert is vice
president in charge of radio.
Mr. Petry also announced the promotion
of Ted Page from tv account executive to
assistant sales manager.
In another move. Charles Phillips was re-
ported unofficially to have resigned as sales
development manager.
Mr. Nierman. with the Petry firm for
eight years, started as a radio salesman in
New York, switched to tv sales in 1953, and
has been eastern sales manager for tele-
vision since July 1956. He has done exten-
sive sales development work with advertisers
new to radio and television, and also super-
vised the development of rate recommenda-
tions for Petry-represented tv stations. Be-
fore joining Petry he was with Pan Ameri-
can Broadcasting Co.. stations representa-
tive.
Mr. Jahncke moves to Petry after 10
years with ABC. the last four of which he
served as vice president and assistant to the
president. He left last November, following
the top-command changes in which Leonard
H. Goldenson. president of the parent
American Broadcasting-Paramount Thea-
tres, assumed active direction from then-
President Robert E. Kintner.
Widely known in radio-tv, Mr. Jahncke
rose through ABC*s station relations depart-
ment, of which he became head in 1949.
and served as vice president in charge of
the radio network in 1950-52.
His ABC duties included participation in
formulation of policies and contract nego-
tiations, supervision of labor relations, rep-
resentation of ABC before FCC and con-
gressional committees, sales and program
planning, and client contact work. Before
joining ABC he was in the traffic and sta-
tion relations departments of NBC.
Mr. Page joined the Petry company in
1 955 as a tv salesman after three years with
the George Hollingbery Co., also station
representatives. Before that he was a traffic
executive with ABC for two years and in
the retail merchandising division of Life
magazine for two years.
WHTN Ready to Hike Power
WHTN-TV Huntington. W. Va.. subject to
FCC approval, will soon increase its tele-
cast power to the 316 kw maximum from a
new 1.000 foot tower costing approximately
$400,000.
The station also is constructing new
studios.
way you look at it
KBTV
first in DENVER
Quarter hour leads or percentage of audience . . .
KBTV is No. 1 during the most important time classification-
Sign on* to 10:00 P.M.
Monday thru Fridav
0
Station D
QUARTER HOUR LEADS **
PERCENT OF AUDIENCE
•10:30 A.M.
"Jan. 1957 ARB
Represented by Peters, Griffin. Woodward, Inc.
duxmd
MR. NIERMAN
MR. JAHNCKE
John C. Mullins, President
Joe Herold. Station Manager
»C BTV
1039 Bannock
Dial TAbor 5-6386
Broadcasting • Telecasting
June 3, 1957 • Page 69
Oldtime Ohio River steamboat
whistles let passengers know it
was time to get under way. The
more forceful the whistle, the
bigger the boat . . . the more
passengers it could carry . . . the
faster it took them further.
Similarly, the latest Nielsen
figures sound a forceful blast for
WSAZ-TV in today's busy Ohio
River market. With an audience
of over half a million TV homes
in 69 countries, WSAZ-TV
reaches (says Nielsen) 100,580
more homes on weekday nights
than the next-best station. And
it's the consistent leader around
the clock!
This is impressive traveling— and
to very prosperous ports of call
where income has never been so
high. Get aboard this prime
mover of goods and let WSAZ-
TV blow your own whistle where
it will be heard — and heeded —
most. The gangway is down at
any Katz office.
HUNTINGTO/S -CHARLESTON, W. VA.
« Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
MR. BUCKLEY
STATIONS
DuMont Names Buckley
Sales-Programs V.P.
RICHARD D. BUCKLEY, president of the
WNEW New York Division of DuMont
Broadcasting Corp., last week was named to
additional duties as vice president in charge
of programming
and sales for all
DuMont tv and ra-
dio stations.
The appoint-
ment, announced
by DuMont Presi-
dent Bernard
Goodwin, was one
of a series of
changes designed
to advance the op-
erations of the
three DuMont out-
lets: WNEW,
WABD (TV) New York and WTTG (TV)
Washington. The realignments follow Du-
Mont's acquisition of WNEW in a record-
setting $7.5 million cash-and-stock deal in
which Mr. Buckley, then 25% owner as
well as president of WNEW, became the
second largest single stockholder of Du-
Mont [B»T, March 25].
In another key change announced by Mr.
Goodwin, WNEW Program Manager John
M. Grogan was appointed to the same post
at WABD, effective July 1. His successor
at WNEW has not been designated. The
position of program manager at WABD
has been vacant for some time.
Other changes:
Richard L. Geismar, assistant treasurer
of DuMont and executive assistant to Mr.
Goodwin, will extend his services to WNEW
as well as to the tv outlets.
Robert A. Dreyer, general counsel for
DuMont, also will act in that capacity for
WNEW.
Mr. Goodwin said that Bennet H. Korn
remains as vice president and general man-
ager of WABD and that Vice President Ted
Cott will continue "in the creative area for
DuMont."
In taking over the programming and sales
vice presidency for all DuMont stations, Mr.
Buckley adds substantially to his responsi-
bilities without diminishing those he holds
as president of the WNEW Division. He ex-
plained his objectives thus:
"What we are attempting to accomplish
in the DuMont organization is a dynamic
approach to programming and sales. We will
present the very best in television and radio
programming. We will set our sights in an
area of new ideas, new concepts of broad-
casting, and greater service.
"To the advertisers, the people who sup-
port the broadcasting medium, the fair and
sound policies that have added strength to
the broadcasting industry through the years
will be applied. We will be most emphati-
cally supplying first-rate service to our audi-
ence and to the advertisers."
Mr. Goodwin evaluated the overall
changes as being part of an effort "to utilize
the best people we have available in the
entire DuMont operation. I am sure that
the contributions of talent and effort every-
one will make to the company will add
strength and know-how that will make Du-
Mont in the coming years one of the out-
standing broadcasting organizations in the
country. All of our people are pledged to
bring the very best in entertainment and
service to our viewing and listening audi-
ence."
He said that Mr. Buckley's "background
and success as president of John Blair Co.,
radio and tv station representatives, and his
progressive leadership as president of
WNEW in the two important operational
phases of sales and programming, will be
of invaluable aid to the corporation."
With approximately 10% of DuMont
stock, Mr. Buckley as a shareholder is sec-
ond only to Paramount Pictures Corp.,
which owns 26.6%.
Of the Grogan appointment, Mr. Good-
win said the new WABD program manager
will take to the job "25 years of top-grade
experience in radio, television, and adver-
tising agency operations, a substantial plus
factor for . . . WABD."
McCall Announces Resignation
FRANCIS C. McCALL has resigned as
general manager of Public Service Tele-
vision, Inc., the National Airlines subsidiary
which holds grant
for ch. 10 WSPT-
TV Miami. The sta-
tion is not yet on
the air. No decision
has been made
about naming a
successor to Mr.
McCall, whose res-
ignation became ef-
fective last Friday.
Immediately fol-
lowing his resigna-
tion, Mr. McCall
was named vice
president in charge of sales for the Cello-
matic Corp., television production and sales
meetings specialists. He will make his head-
quarters in Cellomatic's New York office.
KETV (TV) Elects Thomas V. P.
EUGENE S. THOMAS, general manager of
KETV (TV) Omaha, has been elected vice
president of the
Herald Corp., own-
er of the Omaha
station. He has
been a board mem-
ber since he joined
the Herald Corp.
in 1953.
Mr. Thomas was
first chairman of
the Television
Board of Directors
of the NARTB, and
has served on the
board of directors
of the Advertising Federation of America,
the Radio and Television Executives Society,
and other industry organizations. Prior to
his association with the Herald Corp., he
was vice president in charge of television of
the George P. Hollingbery Co.
McCALL
'A
MR. THOMAS
Page 70 • June 3, 1957
Broadcasting • Telecasting
Broadcaster Libel Insurance
Now Available, Myers Reports
BROADCASTERS are now able to insure
themselves against suits for defamation,
libel, slander, infringement of copyright, in-
vasion of privacy, unauthorized use of ideas,
formats or plots which have to be defended,
no matter how mistaken the plaintiffs may
be or how diligently the alleged offense was
avoided, Robert P. Myers, of the Los Angeles
legal firm of Lillick. Geary. McHose.
Roethke & Myers, told the May meeting
of the California Copyright Conference.
A number of companies now offer such
policies. Mr. Myers said, including Fire-
man's. Lloyd's and Seaboard, three com-
panies which his law firm represents. Cost of
such a policy for a weekly 60-minute dra-
matic series would be about $37.50 a pro-
gram, he said, noting that this is for a policy
with a S50.000 deductible clause. For a
somewhat higher payment, a policy is avail-
able with no deduction, or one with a deduc-
tion of SI 00.000 can be had at a lower rate,
he said. These policies are avilable to adver-
tisers, advertising agencies, program pro-
ducers, film companies and broadcasters.
Mr. Myers cited the "Slowpoke" suit,
where publication of a song of that title
evoked a suit from the writer of another
song of the same name published some five
years earlier by "a young lady who was sin-
cerely convinced that her property had been
stolen."
He urged broadcasters and others con-
cerned with programs, songs, plots, slogans
and ideas to follow three simple rules:
] . Establish the soundest clearance pro-
cedures possible. 2. Get a good lawyer and
listen to his advice. 3. In case the clearance
procedure fails and the lawyer is mistaken,
buy an insurance policy.
O'Grady to Young in Chicago
JAMES F. O'GRADY. assistant sales man-
ager of Young Television Corp.. New York,
has been transferred to Chicago as the mid-
west sales manager of the Adam Young rep-
resentative firms ef-
fective today (Mon-
day).
Mr. O'Grady
started with ABC
as a page in 1944.
Except for a two-
year military hia-
tus, he remained
with ABC. serving
in various depart-
ments until 1953,
when he was assis-
tant manager, radio
2nd tv, in co-op sales. He then joined the
DuMont Tv Network in station relations,
and in 1954 was appointed manager of the
network sales service department. He joined
Young Television in 1955.
WCLM-FM Now Broadcasting
WCLM-FM Chicago officially w-ent on the
air from 5 p.m. to midnight on May 25.
The commercial outlet said it received 100
telegrams and phone calls expressing satis-
faction with both fidelity and music pro-
gramming.
MR. O'GRADY
ACCURACY
This word, in film processing, is a very important
word indeed.
People tell you that one film processing job
is as good as another, and what the heck, what's the
measure of accuracy, anyway?
Well. To answer that one would take a very long time.
Suffice it to say here that it's summed up in
all the operations of a processing job, where even
the smallest details are of great importance.
It shows everywhere, and it positively shines when
the film appears on the screen.
What we're talking about, of course, are the people
and the operations at Precision Film Laboratories.
Here attention to detail, sound, proven techniques
are applied by skilled, expert technicians to
assure you the accurate, exact processing your films
deserve to justify your best production efforts.
Accuracy is a must for TV -for industrials -for
education — for all movies.
you'll see
and hear
□
R
E
S I 0 H
In everything, there is one best
FILM LABORATORIES. INC.
21 West 46th Street. New Y.ork 36. New York
A DIVISION OF J A HAURER INC
... in film processing, it's Precision
The better equipped stations are dominating the field with
more listeners and more advertisers
Broadcasting
Telecasting
GATES RADIO COMPANY
MANUFACTURING ENGINEERS SINCE 1922
QUINCY, ILL., U. S. A.
June 3, 1957 • Page 71
STATIONS
boasting?. . .
no ... toasting!
the only promotion
of its kind in the
big Boston market.
WORL
HOUSEWIVES'
Luncheons
are designed to SELL YOUR FOOD
PRODUCTS in Boston!
I ) Your product is served on the Lunch-
eon Menu.
2) 150 housewives, the ultimate people
to impress, are the honored guests at
these catered "white linen" luncheons.
They sample your product, and go
home "SOLD!" Your advertising claims
are proved!
3) WORL's 4 top disc jockeys (all super
air-salesmen) emcee the affair.
4) THE ENTIRE HOUR IS BROADCAST,
with spotlight emphasis on your
product.
5) A few who've participated in these
already famous Luncheons: Habitant
Soup, Friends' Beans, Heinz Beans,
Victor Coffee, Tetley Tea, Nescafe,
Coca Cola, Manischewiti Wine, Sara
Lee Bakery Products, and scores of
others!
THIS UNIQUE PROMOTION IS
AVAILABLE TO FOOD ADVERTISERS
WORL
BOSTON
5000 WATTS
950 ON THE DIAL
For details, contact
Headley-Reed Company
TAX THREATENS L.A. STATIONS
RADIO and tv station managers in Los
Angeles have been asked for information
as to how their operations and their revenue
divide into strictly local activities and into
those which are categorized as other than
local. Object of the questioning is the de-
sire of the city to collect from the broad-
casters the same sort of tax on gross in-
come that is paid by other businesses within
the city under a license, sales and use tax
ordinance adopted in 1946.
To learn about the proposed tax on broad-
cast operations and why it is now being con-
sidered more than a decade after the enact-
ment of the ordinance, B®T went to City
Hall in Los Angeles, talked to Sam E. Weiss,
principal accountant, city clerk's office, li-
cense and sales tax division, and John W.
Rhodes, senior auditor of the same office,
and was given a copy of the ordinance. The
1 1 5-page book lists more than 200 business
classifications and the method of taxing each
and in addition includes this paragraph
which Messrs. Weiss and Rhodes said would
apply to the broadcasters:
"Sec. 21.190 (a) every person engaged in
any trade, calling, occupation, vocation,
profession or other means of livelihood, as
an independent contractor and not as an
employee of another, and not specifically
licensed by other provisions of this article,
shall pay a license fee in the sum of $12
per calendar year or fractional part thereof
for the first $12,000 or less of gross receipts,
and in addition thereto, the sum of $1 per
year for each additional $1,000 or fractional
part thereof, of gross receipts in excess of
$12,000."
Exempted from the tax are receipts of
non-profit charitable, fraternal, educational
and similar organizations, receipts from a
trade or profession which federal or state
laws prohibit the city from taxing, and "re-
ceipts from the publication and sale of news-
papers, magazines and other periodicals
regularly issued at average intervals not ex-
ceeding three months."
The city spokesmen expressed no opinion
as to why receipts from broadcast opera-
tions were not similarly exempted from the
law. They did explain, however, that in
1946, after the ordinance had been adopted,
the city's broadcasters met with the city at-
torney, who in accordance with the court
decisions up to that time agreed that broad-
casting stations were not taxable by the
city. But postwar decisions have held that
the purely local business of a station is sub-
ject to city tax, they said, noting that a num-
ber of municipalities, including New York,
now tax the local business operations of
broadcast stations located within their
boundaries.
The city tax division executives stressed
that to date their inquiry has been for in-
formation on which a formula for taxation
might be based, that their efforts have been
purely exploratory and that no request for
actual dollar figures has been made or is
contemplated at this time. "What we're
after," they said in effect, "is full informa-
tion on the way the stations do business so
that with this knowledge it will be possible
to frame a fair and reasonable method of
taxation, if the city attorney, after getting
all the evidence, decides that such a tax
should be levied."
B«T's attempts to pin them down as to
what constitutes "local" as opposed to "na-
tional" or "regional" or "statewide" were
answered with "that has not yet been de-
termined."
Interesting Questions
For example, would receipts from time
sales to Procter & Gamble, a Cincinnati
company, be considered as different for tax
purposes from receipts from time sales to
another national advertiser. Carnation Co.,
whose headquarters are located in Los An-
geles? Would it alter the situation if the
P&G order came from a Los Angeles agency
rather than from one in New York or Chi-
cago?
Since this tax would be imposed by the
City of Los Angeles, a political entity which
has no jurisdiction over such communities
as Burbank (where NBC's West Coast head-
quarters are now located), would this mean
that NBC would be exempt from the tax,
while CBS, whose Los Angeles offices and
studios are chiefly within city limits, would
have to pay on its operations? What about a
station whose studios and transmitter are
located outside the city limits but which
maintains a sales office inside the city?
What consideration should be given to the
undisputed fact that a station's signal does
not stop at city limits? The New York Law,
as part of its tax formula, divides the num-
ber of radio or tv homes within the city by
the total number within the station's service
area to arrive at the proper percentage of
the -station's operations which are properly
subject to city tax. If such a rule were fol-
WFDF Flint, Mich., last week noted its
35th anniversary with an increase in
daytime power from 1 kw to 5 kw and
cake cutting. L to r: Flint Mayor
George M. Algoe and Elmer A.
Knopf, acting general manager of
WFDF.
Page 72 • June 3, 1957
Broadcasting • Telecasting
Broadcasting • Telecasting
June 3, 1957 • Page 73
lowed in Los Angeles, who would determine
the service area of each station?
Steadfastly, the municipal executives
maintained that only after the station opera-
tors have provided the city with the re-
quested information can answers to ques-
tions like those above be given. One ques-
tion, however, they could answer: if a Los
Angeles city tax on broadcast operations is
levied, when would it start? Their answer:
in view of a three-year statute of limitations,
the tax on broadcast operations, if levied in
the near future, would begin with the tax-
able year of 1955, the tax to be based on
1954 receipts.
WFMJ-AM-TV First Station
Elected to AAU Membership
WFMJ-AM-TV Youngstown, Ohio, has be-
come the first stations in the country to be
admitted as a full voting member of the
Amateur Athletic Union.
Betty Baldwin, member of the AAU board
of governors and a staff member at WFMJ,
presented the membership certificate in ap-
preciation of the station's special efforts to
promote amateur competition. WFMJ pro-
grams radio and tv newscasts devoted exclu-
sively to amateur sports, and has devoted
special coverage to AAU events across the
country. Membership in the AAU usually
is limited to athletic clubs training competi-
tors for amateur sports.
DATELINES OF THE WEEK
A sampler of radio and television news enterprise
KTBC
CHANNEL 7
CBS • NBC • ABC
316 kw ' '
590 kc RADIO
CBS
5.000 watts (ls)
AUSTIN. TEXAS
Represented Nationally by
Paul H. Raymer Co., Inc
LAWTON — Coverage of the May 25 tornado
was easy for KSWO-AM-TV Lawton, Okla.
— up to a point. That point came late in
the evening when the tornado, bypassing
downtown Lawton, came bearing down di-
rectly on the stations. After broadcasting
warnings and descriptions of the twister,
staffers switched off power and dived under
desks when the storm was within 100 yards
of the studios. All but a few adventurous
observers and a film cameraman waited in
their makeshift shelters for the worst to
happen, but is never did. Just over the
studios the twister lifted and roared off,
doing no damage to the stations other than
fraying the nerves of those inside.
As the tornado whirled away KSWO
Radio returned to the air, coordinating news
service from the station's downtown sales
office. KSWO-TV came back on air later
that evening with film of the storm's ap-
proach. With studios and transmitters cut
off by high water, the situation was still
far from normal. But staffers were able to
make the trip by tractors and trucks, keep-
ing radio and tv signals on the air.
FLAT RIVER — During a tornado emergency
several days ago, the Unicity area of
Missouri (Flat River, Desloge, Cantwell,
Elvins and Esther- — population 25,000) relied
on KFMO Flat River almost entirely for
continuing news and relief information. Be-
fore the tornado struck May 21 at Desloge
and Cantwell, hundreds were able to flee
to cover. Many gave sole credit for early
warnings to KFMO, where Manager James
F. Collins interrupted programs to give
bulletins himself. (The home of Mr. and
Mrs. Collins subsequently was ruined.)
After the twister struck, KFMO got
emergency messages directly to listeners by
means of a sheriff's radio car which was
stationed at the studios, funneling informa-
tion between Red Cross shelter headquarters
and the state highway patrol. At the request
of the Red Cross, Mr. Collins decided to
keep the station on the air until four the
following morning when tornado warnings
stopped.
KANSAS CITY — On the western end of the
state the tornado crisis came a day earlier.
It found KCMO-AM-TV Kansas City ready.
The stations put 1 1 newsmen on the job as
weather authorities spotted the twister com-
ing toward the metropolitan area. A full
staff of cameramen also was standing by
when KCMO-AM-TV began broadcasting
precautionary bulletins and safety instruc-
tions at 6:35 p.m. When the twister struck,
am and tv outlets were kept busy broad-
casting eyewitness reports from mobile units,
giving service reports and filming the
disaster.
Early film footage was telecast by KCMO-
TV the night of the storm. Subsequent
film reports were incorporated into a tornado
documentary telecast that weekend and
evoked such response from viewers that the
station had a report showing.
Throughout the night of the storm,
tornado programming took over the whole
KCMO-AM-TV schedule. Announcers, re-
cruited as reporters, gave reports from every
hospital and emergency office. Hard hit rural
listeners got assistance after the storm
through special efforts of the KCMO farm
department which directed an elaborate
farm cleanup campaign. Two days after the
tornado struck, the KCMO radio and tv
staffers had logged 100 hours overtime, and
the stations' work in the recovery effort
went on.
ST. LOUIS — After giving careful attention
to the course of the disastrous storms as
they bore down over neighboring areas,
KXOK St. Louis was completely mobilized
when they hit near home May 21 and 22.
C. L. (Chet) Thomas, station vice presi-
dent and general manager, called St. Louis
headquarters of the American Red Cross
suggesting a disaster fund and subsequent
promotion by KXOK resulted in more than
$10,000 collected. When a distress call
came in from the Notre Dame Convent,
which was being flooded, the emergency
was mentioned in a newscast and one plea
for help was broadcast. The school nuns
got ample help with sand bags and pumps.
As the storm intensified over St. Louis,
KXOK liaison was set up with police and
MAYOR Charles C. Dail of San Diego,
Calif., with encouragement from Wil-
liam E. Goetze, executive vice presi-
dent-general manager of KFSD-AM-
FM-TV San Diego, scoops out the first
spadeful in groundbreaking cere-
monies for new KFSD radio and tele-
vision studios. The $650,000 plant, to
cover one full acre of a seven-acre site
at 47th St. and Federal Freeway, is
part of a 17-acre subdivision to be
called "Broadcast City." After com-
pletion of the new KFSD studios and
offices, planned for December, the sta-
tions will spend another $250,000 for
new equipment.
Page 74 • June 3, 1957
Broadcasting • Telecasting
emergency officials and standby equipment
was readied. The station reports, however,
that area damage from high winds and heavy
rains was minor compared with destruction
in other areas.
TULSA— KOTV (TV) Tulsa went down to
the river to cover the Arkansas River flood
May 18-19. Once there, the station was
able to telecast pictures of the emergency
during the entire weekend by using a port-
able generator in the ch. 6 station wagon
behind the mobile unit and using a two-way
radio to carry audio.
Staffers worked around the clock at the
flood scene. The working day for engineers,
reporters and supervisors lasted as long as
36 hours.
PATCHOGUE— WPAC Patchogue, N. Y.,
thinks it originated the first direct feed from
the Manorville well site where little Benny
Hooper was entrapped for some hours last
month. As two reporters at the rescue scene
fed reports back to WPAC, nearby on Long
Island, the station in turn fed other outlets in
New York, Providence, R. I., and as far
away as Akron, Ohio, as well as the UP.
WPAC's coverage was recognized by Rep.
Stuyvesant Wainwright (R-N. Y.), who ex-
pressed a desire to insert in the Congres-
sional Record a list of organizations partici-
pating.
CLEVELAND — A portable facsimile trans-
mitter is enabling WEWS (TV) to put still
pictures on the air immediately after they're
taken. The system was demonstrated last
fortnight when actor Thomas Mitchell came
to town for the debut of his O Henry Play-
house on WEWS. WEWS newsmen, using
Polaroid cameras, photographed his arrival
at Cleveland Hopkins Airport at 11:02 p.m.
The pictures were transmitted by the port-
able machine, hooked up to the telephone
line, and were seen by viewers at 11:10 p.m.
PHILADELPHIA— WIP here got the story of
a morning collision of two trolleys on the
air before transportation company officials
knew of the accident. The first bulletin,
ironically, went out over the Start the Day
Right show at 8:30 a.m. EDT, seven minutes
after the accident. Followup coverage, after
the original tip from the station's fire de-
partment reporter, included a police eye-
witness report, an account by a woman op-
erator of one of the trolleys, hospital re-
ports of names and addresses of more than
30 people injured and rescue description.
FAIRFAX — News reports now can be aired
directly from a mobile unit at WFRC Fair-
fax, Va. A portable broadcast transmitter,
designed by WFRC's Chief Engineer Joe
Terrien, will transmit on a frequency of
1622 kc. Signals then are converted to
1310 kc at the main transmitter and are
ready for immediate broadcast at the flip
of a station switch.
Drake to Head KLIF Dallas
DALE DRAKE, national sales manager for
KFJZ-AM-TV Fort Worth and the Texas
Network, has been named general manager
of KLIF Dallas, effective June 1. He suc-
ceeds William S. Morgan, who has been
named vice president in charge of program-
ming for the American Broadcasting Net-
work (ABC Radio) [B»T, May 27].
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LOS ANGELES • CHICAGO • WASHINGTON. D C. • PHILADELPHIA
DETROIT • MIAMI • TORONTO • LONDON
Broadcasting • Telecasting
June 3, 1957 • Page 75
W V E T "Line up"
Rochester's 5
Most Wanted* Men
They want Bob Trebor, Will Moyle and
Bob Glacy because these DJ's are tops
in personality and persuasiveness in
following WVET's unique policy of pre-
senting enjoyable music everyone likes
. . . especially adults.
They want Tom Decker and Ken Powell
because they're ace newscasters. Tom's
also Rochester's best-liked sportscaster.
Yes, with MELODY FIDELITY and
EVERY-HOUR NEWS from dawn to sign-
off, WVET is NUMBER ONE in Rochester
Radio for the RECEPTION and RESULTS
your clients want, need and deserve.
*WANTED ... by audiences and advertisers!
ROCHESTER, N.Y.
Represented Nationally by
THE BOLLING COMPANY
AWARDS
Illinois AP Radio Association
Announces Station News Honors
WINNERS of the first annual Illinois As-
sociated Press radio newswriting contest
were announced last week by the Illinois AP
Radio Assn.
WKRS Waukegan won first prize for the
development and origination of news for
AP during 1956. This award was based on
outstanding cooperation in the supplying of
news stories and tips throughout the year.
WBBM Chicago won five of the six
awards in the metropolitan division of the
contest.
WSOY Decatur won three awards in the
non-metropolitan division, including its
selection as the station having the best gen-
eral excellence of news presentation.
Winners in the metropolitan division were:
Best regularly scheduled news program: first,
WBBM (Julian Bentley News): second. WBBM-
TV Chicago (Fahey Flynn News).
Best regularly scheduled farm show: first,
WBBM (The Country Hour).
Best regularly scheduled sports show: WBBM
(John Carmichael's Sports Final).
Best special events coverage: first, WBBM
(For the Record).
Best documentary program: first, WBBM-TV
(UN in Action): second, WBBM (Ear on Chica-
go).
Best general excellence of news presentation:
WBBM.
Winners in the non-metropolitan division
were:
Best regularly scheduled news program: first
WSOY (Ten O'clock Edition of the News); second,
WTAX Springfield (6 p.m. newscast); third,
WLPO LaSalle (Highlights From the Headlines).
Best regularly scheduled farm show: first,
WMIX Mt. Vernon (WMIX Farm and Home
Hour).
Best special events coverage: first, WTAX
(Hungarian refugees); second, WGIL Galesburg
(city council battle); third. WIBV Belleville
(Meet the Issue).
Best documentary program: First, WSOY (Year
End Review of Local News); second WLPO
(Year End Summary) .
Best editorial or commentary program: first,
WMIX Mt. Vernon (Comment I .
Best general excellence of news presentation:
WSOY.
Judges were from the Medill School of
Journalism at Northwestern U., Evanston.
111.
WBC's Harmon, Pack Honored
RALPH N. HARMON, engineering vice
president of Westinghouse Broadcasting Co.,
and Richard M. Pack, programming vice
president, received the Westinghouse Order
of Merit and the Silver W from the board
of directors of the Westinghouse Electric
Corp. The awards are the highest honors
conferred by the parent organization.
The presentations were made at an awards
dinner in Pittsburgh May 28 by Gwilym A.
Price, president and chairman of Westing-
house Electric. Mr. Harmon and Mr. Pack
were cited for their "outstanding contribu-
tions to Westinghouse leadership in both
the technical and the creative aspects of
broadcasting."
Judges Named for liO Awards
A PANEL of six judges was announced last
week by Earl D. Osborn, president of the
Institute for International Order, for the
second Action for Peace in Our Town radio
competition. The final day for entering the
competition is June 15.
Cash awards totaling $2,000 are offered
for the best 15-minute radio programs on
the topic of what can be done to help
achieve world peace. Winnings are divided
equally between the radio station and the
community organization that cooperates in
presenting the program. Two special awards
are being offered this year to college-sup-
ported-and-operated stations and campus
groups. Judges are Franklin Dunham,
chief of radio-tv, U. S. Office of Education;
John K. M. McCaffery, NBC; Dick Shepard,
WNEW New York; Jack Sterling, WCBS
New York; Judith Waller (formerly with
NBC), and C. C. Williamson, president,
American Council for Better Broadcasts.
NBC Sets Deadline for Award
APPLICANTS have until June 30 to file for
NBC's third annual President's Award to
be announced no later than Aug. 15. The
award was set up in April 1955 to help
perpetuate high standards in directing, pro-
ducing and staging of radio and tv pro-
grams. The grant is not less than $4,000
and not more than $6,000. The award is
open to all U. S. applicants between the
ages of 25 and 35 who show unusual skill
and promise in the broadcasting field. The
recipient is given the opportunity to study
and work under major directors, producers
or executives of the broadcasting or theat-
rical fields.
AWARD SHORTS
Ross Roy, president, Ross Roy Inc., re-
ceived Civic Award from Detroit Education
Assn. for "outstanding contribution to the
youth of this community."
Bob Mockler, WOW-TV Omaha, Neb., re-
ceived Civic Achievement Award from La-
Salle Club for "outstanding contribution to
the community for his photographic work
on the film, Regimented Raindrops II."
NBC-TV received plaque for Father Knows
Best from American Baptists as "outstand-
ing sponsored television program that por-
trays the highest Christian principles in fam-
ily relationships."
KYW Cleveland, Ohio, received award from
Radio-Television Council of Greater Clev-
land for its Traffic Court program.
Bryson Rash, commentator. WRC-AM-TV
Washington, received citation for "good pro-
gramming, high standards and accomplish-
ments" from Business and Professional
Women's Clubs of the District of Columbia
Inc. He also was named alumnus of year at
American U.'s Annual Alumni Reunion
Banquet.
John V. L. Hogan, president, Hogan Labs
Inc., N. Y., to be awarded honorary degree
of Doctor of Engineering by Polytechnic
Institute of Brooklyn.
Paul Long, news editor. KDKA Pittsburgh,
honored with plaque "in recognition of out-
standing public service" by Greater Pitts-
burgh Squadron of the Air Force Assn. on
golden anniversary of U. S. Air Force.
Harry Middleton, production manager,
WTVD (TV) Durham, N. C. and Charlie
Cash, WTVD promotion, received two of
five Key Men Awards given yearly at Dur-
ham Jaycees annual "Bosses Night."
Page 76 • June 3, 1957
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Broadcasting • Telecasting
June 3. 1957 • Page 77
There are all kinds, but if you've won-
dered about advertiser consistency in
the helter-skelter Southern California
market, KTTV has the proof . . .
On Sunday, November 4, 1951,
Inglewood Park Cemetery spon-
sored its first remote telecast of
an entire church service.
Planned then as a brief public
service series. Great Churches of
The Golden West presents its
300th consecutive telecast this
month.
That's consistency . . .
Other, more worldly advertisers who
have been with KTTV continuously for
more than 5 years:
BONDS
BROWN & WILLIAMSON
HILLS BROS. COFFEE
NATIONAL BISCUIT
PACIFIC TELEPHONE & TELEGRAPH
RICHFIELD OIL
SEARS
Your Blair man has a stirring sermon
on KTTV and consistency . . .
I Los Angeles Times-MGM
Television r ~1
i§ Represented nationally by BLAIR-TV
PROGRAMS & PROMOTIONS
NBC-TV ANSWERS 'WHAT IS A NETWORK?'
"What is a network?"
This question, among others, cropped up
last December during the NBC anniversary
meeting in Miami, as the network's execu-
tives discussed ways and means by which to
"sell" network television — on an institu-
tional level — to the American viewer en
masse.
Last week, the question was answered as
NBC-TV unveiled a new series of tv spot
announcements that now are being seen at
various intervals during the broadcast day.
The four one-minute "features," all nar-
rated by NBC Newsman Frank Blair, dis-
cuss in both aural and visual terms the way
NBC brings the audience the "best" in news
coverage, entertainment programming, pub-
lic affairs shows and great sports events.
Highlighted are the Project XX series. Pro-
ducers' Showcase's "Peter Pan" and "Jack
and the Beanstalk," last summer's no-hitter
game in Yankee Stadium, and the current
world crisis.
The news "commercial" might serve as an
example:
(Audio) Irving Levine: "This is Irving R.
Levine reporting from Moscow where do-
mestic problems . . ."
(Audio over) Welles Hangen: "Welles
Hangen reporting from Cairo where Com-
munism and Democracy . . ."
(Audio over) Frank Bourgholtzer: "This
is Frank Bourgholtzer reporting from Bonn,
West Germany."
(Video) And this is Frank Blair. Every
day millions of Americans receive on-the-
spot news reports like these as a matter of
course. Such global coverage is possible for
two reasons: network television, and the
cooperation of your local station, the one
you are watching right now. Obviously it
would be wasteful for each station in the
country to hire its own international news
staff. But when almost 200 local stations
join in a television network, then Paris,
Rome, London and Moscow report directly
to your living room. As a result, Americans
have become the best informed people in
the world. And, for you at home, it's as
simple as this (he flicks on tv set — the letters
"NBC" come in).
At this point, the local affiliate comes in
and identifies itself.
The three other "commercials" also in-
dicate that: Local stations cannot present
spectaculars, cannot bring the World Series
into the home without network affiliation,
and neither can they devote the time, editing
and research that goes into documentaries.
The credit for developing these spots goes
to NBC's advertising department under
David Porter.
NBC Gives 450 Hours of Film
To Armed Forces Tv Stations
NBC has donated to the armed forces a to-
tal of more than 450 hours of new program-
ming for use on the 23 television stations
at U. S. posts abroad. The programming,
consisting of more than 6,000 prints, "is the
largest single block of programs ever made
available by any network or other program
source for the entertainment and informa-
tion of American servicemen around the
world," NBC claimed.
A large part of the programming is being
made available by California National Pro-
ductions, NBC subsidiary. This includes 1 1
half-hour series which CNP syndicates com-
mercially, among them such leading attrac-
tions as Silent Service, which has been sold
in over 100 markets since being put into
syndication six weeks ago.
Among other NBC shows are 19 programs
in the Wisdom series — interviews with great
personalities of the times; a number of NBC
spectaculars; and many top audience ap-
peal shows now on the network, including
Groucho Marx — You Bet Your Life, Peo-
ple's Choice and — of the Hallmark Hall of
Fame series, "Richard II," "Macbeth," and
"Cradle Song."
Frank Questioning in D. C.
THE "trouble" or controversial interview
show will be introduced to the nation's capi-
tal June 17 when WWDC Washington opens
the Steve Allison Show 10:30 p.m.-l a.m. six
nights a week. The program will originate
live from Ceres Restaurant in the theatre
district. Members of the listening audience
will be able to phone questions to guests
during interviews. "There will be no 'pussy-
footing' on the show but it will stay within
the bounds of good taste," according to Ben
Strouse. WWDC president-general manager.
Mr. Allison formerly did an interview pro-
gram on WPEN Philadelphia. Mr. Allison
was acquitted in Philadelphia April 5 of
morals charges made by a grand jury last
November [B»T. April 15].
ABC-TV to Salute KTVI (TV)
In St. Louis Presentation
DESCRIBED as a "dramatic report on tele-
vision's changing competitive picture." a
Cellomatic presentation to agency and ad-
vertisers will be staged by ABC-TV in St.
Louis June 12 to salute its affiliate there,
KTVI (TV).
Said to include mostly "new material"
since ABC-TV's big presentation earlier this
year at New York's Waldorf-Astoria Hotel
when the network claimed to be threatening
NBC-TV's second-place ranking [B«T, Feb.
18], the St. Louis staging will be called "No
More St. Louis Blues." KTVI, formerly
BUY SOUND-FACTOR FLA. 1ST
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MISS
Page 78 • June 3, 1957
Broadcasting
Telecasting
WREX-TV
DERBY (Conn.) Mayor Anthony Di-
rienzo (1) congratulates WADS (An-
sonia. Conn.) President-General Man-
ager Sydney E. Byrnes during "Derby
Salutes WADS" celebration [B«T, May
20] held in that city. Police estimated
that over 5,000 people poured in and
out of the community during the 12-
hour remote anniversary broadcast
which WADS conducted from a Main
Street platform. Mayor Dirienzo stated
that "It was one of the biggest days in
the almost 300-year history of the
city." During the event, the Derby
Merchants Assn. planned a city-wide
sale in honor of the station's first an-
niversary. The merchants were so
pleased with the results that they asked
Mr. Byrnes for his verbal promise
that the station would join in making
the birthday celebration of the station
an annual event.
affiliate for both ABC-TV and CBS-TV,
switched from uhf ch. 36 to vhf ch. 2
April 15 and has become the exclusive ABC-
TV affiliate, the network said. The change
was part of the FCC's uhf-vhf deintermix-
ture actions.
To be held at the Chase Hotel, the ABC-
TV presentation will have Oliver Treyz, vice
president in charge of ABC-TV network,
and Joseph Bernard, vice president and gen-
eral manager of KTVI, as hosts. St. Louis
ranks 11th in the U. S. in retail sales, ABC-
TV noted. The June 12 material will review
ABC-TV's "gains in the network picture, its
improved coverage throughout the country
and the outlook for the coming season."
NEWSY
NEIGHBORHOOD
In Port Huron let WHLS the com-
munity-minded station — featuring 4
full time newsmen — deliver your
message between newsbreaks.
WHLS
Where local "know-tew" dalivert the total loveh.
PORT HURON, MICHIGAN
ftepretented Nationally by GiU-Porna
For Detroit — Michigan Spot Safes
Auto Agencies' Success
With Radio Cited by RAB
CASE histories of two automobiles agencies,
which credit radio advertising with moving
them to positions of leadership in their areas,
are detailed in folders distributed to mem-
bers by the Radio Advertising Bureau.
A brochure, titled James J. Corbitt Is
Champ on Automobile Row, relates the ex-
pansion of Corbitt Motors, Memphis, from
an "average" Lincoln-Mercury dealer (one
of four in the city) to "the largest in the
state of Tennessee." Starting with a quarter-
hour segment sponsorship of a local disc
jockey show, the company has expanded its
radio purchases to almost $1,000 a month,
about 50% of its advertising budget, RAB
said. James J. Corbitt, president is quoted as
saying, "as a direct result of our radio ad-
vertising, we move at least 20 to 25 used
cars every week. The chance we took on ra-
dio seven years ago paid off."
The radio success story of Green Gifford
Goes with Radio describes the rise of an
automobile agency in Norfolk, Va., to "one
which has the highest volume of Chrysler-
Plymouth sales in that state after seven years
of using radio extensively." The company
today allots 75% of its $47,000 annual ad-
vertising budget to radio. Bill Green, presi-
dent, makes this comment in the brochure,
"Our business was built on radio ... we ex-
pect this performance to continue. If a pro-
motion is in good taste and will sell cars,
we've done it. And radio is the thing that
put all of our promotions over."
KCBS Issues 'Calling Cards'
To Promote CBS Radio Programs
CBS Radio's o&o KCBS San Francisco, has
begun visiting potential sponsors with a pro-
motion campaign that features unusual "call-
ing cards" to advertise the station's circula-
tion for specific programs. The formal look-
ing 3Vz x 2Vi inch printed card introduces
such CBS Radio stalwarts as Lowell Thomas,
Matt Dillon and the Second Mrs. Burton.
Under the name of Matt Dillon, a line
informs prospects that the star of the net-
work's Gunsmoke series "calls on 119,404
listeners each quarter hour" in the San Fran-
cisco area. The lower left hand corner of
the calling card is marked "KCBS, CBS Ra-
dio." Inscribed on the right is "Gunsmoke,
Sunday," and the time of broadcast. The
calling card promotion technique also is be-
ing applied to several of KCBS' local pro-
grams.
KLAC Travels With Film
HOW KLAC Los Angeles operates its week-
long salutes to neighboring cities so as to
increase audience for the station and sales
for its advertisers is the theme of a 12-
minute color sound film which Felix Adams.
KLAC commercial manager, will show this
week to advertisers and agencies at three
luncheon meetings, Tuesday, Thursday and
Friday, at New York's Ambassador Hotel.
The following week Mr. Adams will show
the promotion film, "KLAC Goes to Town,"
in St. Louis, Memphis and Chicago.
REIGNS SUPREME
OVER A KING SIZt
Market
MILWAUKEE £
JANESVIILE
MONROE • I
• | BELOIT9 I wis
FREEPOR T O OCKFORD
— [ j * BEL VIP
J
A POPULATION of over one million
... an estimated 305,921 TV house-
holds in grade A, B, and C coverage
area where retail sales total close -to
one and a third billion dollars!
WREX-TV brings viewer-preferred
CBS and ABC network programs to
the great I llinois/ Wisconsin market,
outside the influence of Chicago and
Milwaukee TV coveraqe.
THE ONLY VHF
STATION SERVING THE
ROCKFORD AREA
An estimated 43,545 households have
television in Rockford area alone!
Survey after survey of 14 counties in-
dicates uncontested dominance of
Northern Illinois-Southern Wisconsin
area by WREX-TV
Comparative 1/4 hour ratings:
WREX-TV (VHF) - - 440
Station "B" (UHF) 0
Uncontested dominance of the Rock-
ford area.
CBS-ABC Affiliations
telecasting in color
J. M. BAISCH, General Manager
Represented by H-R Television, Inc.
Broadcasting • Telecasting
June 3, 1957 • Page
PROGRAMS & PROMOTIONS
Calyp So Happy
Six top markets in our state
Three of them they read us great:
Napoleon have Waterloo
WMT have also too.
Little old lady from Dubuque
Touch the dial, get rebuke;
Cedar Rapids finally
Round off tale of our top three.
Enough love making, grab your hats
Buy big time from man at Katz.
Television here to stay
WMT help make that way.
ABC AFFILIATE CHANNEL 2
Peters, Griffin, Woodward, Inc.
REPRESENTATIVES
Norge, Staley Co-sponsor
Network Jingle Promotion
REFRIGERATION products dealers are be-
ing urged to support a $250,000 jingle con-
test promotion co-sponsored by Norge Div.,
Borg-Warner Corp., and A. E. Staley Mfg.
Co. by purchasing local spot announcements
around network radio-tv properties.
The contest will be promoted on CBS
Radio's Arthur Godfrey Time and House
Party with Art Linkletter and on CBS-TV's
Garry Moore Show, in which Staley runs
participations. Listeners and viewers are
asked to complete a jingle on Staley's Sta-
Flo liquid laundry starch and Sta-Puf laun-
dry rinse, with 200 Norge refrigerators as
prizes. Network promotion starts this week
on the Linkletter show, with copy emphasis
on the "Big Freeze" C-2137 refrigerator.
The Norge letter to distributors suggests
they arrange for dealers to schedule local
spots around each network program using
prepared scripts with voices of Messrs.
Godfrey, Moore and Linkletter. Special tv
spot films ("60 seconds of concentrated
sell") also have been mailed to distributors.
The contest ends Aug. 10. Salesmen also will
be eligible for prizes.
Agencies are Ruthrauff & Ryan for Staley
and Donahue & Coe (of Illinois) for Norge.
Radio-Tv Help Glorify Father
RADIO-TV stars and personalities are tak-
ing leading roles in promotion for Father's
Day June 9. Among them: Robert Young
of Father Knows Best series on NBC-TV,
by means of a tie-in with True Magazine
and more than 5,000 men's wear, depart-
ment and sporting goods stores: Mitch
Miller, host of CBS Radio's Mitch Miller
Show, named "radio father of the year";
NBC-TV star Dinah Shore, voted "father's
REPLACEMENTS
IT will take no fewer than six persons
to "replace" Mike Wallace on his
WABD (TV) New York Nightbeat
program when the ABC-TV personal-
ity leaves the DuMont-owned station
May 31. WABD officials announced
last week that after "one of the most
widespread talent searches in the his-
tory of tv," it had signed the follow-
ing people who will rotate as m.c. of
the weeknight show:
Attorney Emile Zola Berman, whose
defense of Marine Corps Staff Ser-
geant Matthew McKeon at last year's
Parris Island court martial made head-
line news; commentator Mary Mar-
garet McBride; sportswriter Jimmy
Cannon; author Al {The Great Man)
Morgan; WNEW New York disc
jockey Art Ford and newsman John
Wingate. These, said DuMont, were
selected from over 600 applicants.
The new format (the old technique
of camera close-up, spotlight and clip-
board will be maintained) was ar-
ranged to have "specialists" in various
fields interview the guest personalities.
tv favorite," and quiz expert-NBC consult-
ant Charles Van Doren and Pulitzer Prize
winner Mark Van Doren, selected as "father
and son team of the year," all by the na-
tional Father's Day Committee.
CBS Radio Affiliates Support
Dr. West-Godfrey Promotion
WECO PRODUCTS Co. is getting a good
deal of promotional mileage from its Dr.
West toothbrush "germ-fighter" merchandis-
ing campaign built around participations on
CBS Radio's Arthur Godfrey Time.
Of an estimated $600,000 annual adver-
tising budget, about $190,000 is spent on the
Godfrey program — with top results coming
in Weco's recent merchandising and promo-
PERSONNEL RELATIONS
NLRB Asks Court to Enjoin
New York Strikes by IBEW
THE International Brotherhood of Electric
Workers' Local 1212 in New York, already
facing a $100,000 damage suit and a Na-
tional Labor Relations Board hearing —
both instigated by CBS Inc. — last week was
hit by a third action.
NLRB petitioned the U. S. District Court
in New York to invoke a temporary injunc-
tion against the electrician's union. All three
moves stem from Local 1212's refusal last
April 21 to permit the airing of a special
remote telecast on WCBS-TV New York
[B«T. April 29, et seq.].
The IBEW local has been waging a juris-
dictional dispute with the International Al-
liance of Theatrical Stage Employes over
the lighting of remote CBS telecasts in
New York.
In its petition the NLRB asked the fed-
eral court to enjoin the IBEW local from
striking, picketing or staging walkouts that
would force CBS to assign remote lighting
to IBEW instead of IATSE. The injunction
would remain in effect until the NLRB de-
cides which union should be given jurisdic-
tion. The court ordered IBEW Local 1212
to appear tomorrow (Tuesday) to show
cause why the injunction should not be
issued.
NLRB has scheduled its hearing for June
"If KRIZ Phoenix just mentions it,
someone will claim you, mister!"
Page 80 o June 3, 1957
Broadcasting • Telecasting
tion program conducted through its agency,
f. Walter Thompson Co.
High point of the drive was a contest
among promotion managers of CBS Radio
affiliates. Managers of the 199 CBS Radio
affiliates received displays and other mer-
chandising aids and were asked to describe
how they best used them.
Winners were WMT Cedar Rapids and
WROW Albany, N. Y., tied for first place;
WAGA Atlanta, second; WHEN Syracuse
and WDBJ Roanoke, tied for third; WGAR
Cleveland, KCMJ Palm Springs and KHUM
Eureka, both Calif., tied for fourth; KDAL
Duluth, Minn., fifth, and KOLO Reno,
WCBS New York and KERG Eugene, Ore.,
tied for sixth.
10 to determine whether IATSE or IBEW
has jurisdictional rights to handle remotes of
"theatrical presentations." An official of the
board explained this latest action by saying,
"There's just too much money involved in
this jurisdictional dispute to allow us to take
our time."
L. A. AFTRA Signs KFWB, KLAC,
KFOX as Committee Talks End
BREAKING off negotiations with the man-
agement committee representing the 17 non-
network radio stations of the metropolitan
Los Angeles area, the Los Angeles local of
AFTRA has begun to bargain individually
with the stations and as of Wednesday had
signed three new two-year contracts, suc-
ceeding those expiring the end of April. The
stations are KFWB and KLAC Los Angeles
and KFOX Long Beach.
At KLAC, where base pay for announcers
has been $120 a week, and KFWB, where
the base has been $123, staff announcers
will get an immediate increase of $12.50
for the first year and another $5 for the sec-
ond and final year of the new contracts.
The stations also agreed to contribute 5%
of gross wages of announcers to an AFTRA
pension and welfare fund. Both salary in-
creases and pension fund payments are ret-
roactive to May 1.
At KFOX, where the base for announcers
now is $96, a $20 increase goes into effect,
retroactive to May 1, with a $10 raise to
follow a year from now. KFOX participa-
tion in the AFTRA pension and welfare
fund also will go into effect May 1, 1958.
Negotiations will continue on an individual
station basis, according to an AFTRA
spokesman in Los Angeles.
GOP Senators Review Union Pay
SALARIES of three officers of entertain-
ment unions were made public Wednesday
by the Senate Republican Policy Committee.
In all, salaries of nearly 150 union officers
were divulged. Donald Conway, AFTRA
executive secretary, was reported to receive
$25,000 a year, with President Frank Nelson
receiving no pay; John L. Dales, executive
secretary of Screen Actors Guild, $25,475,
and Richard F. Walsh, International Alliance
of Theatrical Stage Employes (IATSE),
$26,540.
FIRST
4 straight months in D. C,
says Pulse*
• FIRST in share of total weekly
radio audience, 6 A. M. to midnight.
• FIRST in quarter hour wins.
WWDC
RADIO WASHINGTON
Represented Nationally by John Blair & Company
PULSE: Jan.-Feb., March-April 1957
One Call for all You Need in
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Broadcasting • Telecastino
June 3, 1957 • Page 81
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PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ma
ADVERTISERS & AGENCIES
Frank I. AUebaugh, Galen E. Broyles Co.,
elected vice president.
William E. Berchtold, administrative vice
president of McCann-Erickson, N. Y.,
named chairman of public relations com-
mittee and member of the executive board
of Greater New York Councils, Boy Scouts
of America. David J. Jacobson, president of
United Public Relations Inc., N. Y., named
chairman of radio-television committee and
vice president of public relations committee
of councils.
Sam L. Austin, formerly public relations
consultant to Roche, Williams & Cleary Inc.,
Chicago, to Harshe-Rotman Inc., national
public relations firm, as vice president in
Chicago.
Max D. Anwyl, treasurer-board member of
Needham, Louis & Brorby Inc., Chicago,
elected financial vice president-secretary.
Howard M. Brenneman, controller, succeeds
Mr. Anwyl as treasurer, and Vincent M.
Erickson, assistant controller, becomes as-
sistant to treasurer.
Charles Philips, manager of sales develop-
ment, Edward Petry Co., N. Y., resigned.
Albert J. Maleske, sales promotion manager,
Libby, McNeill & Libby, Chicago, promoted
to advertising manager, succeeding Alex
Rogers, retired.
Henry Turnbull, vice
president-account super-
visor. Compton Advertis-
ing Inc., N. Y., to Theo
Hamm Brewing Co., St.
Paul, Minn., as director of
marketing.
Robert G. Holmes, tv director, to Houck
& Co., Roanoke, Va., as director of radio-
tv department.
Paul Beach, advertising manager. Union
Pacific Railroad, L. A., and president, Los
Angeles Adv. Club, to Union Pacific head-
quarters in Omaha as national advertising
manager.
John R. Carr, product manager, Revlon,
N. Y., to Anderson-McConnell Advertising
Agency, L. A., as marketing director.
Wallace Gordon, copy chief, Walker B.
Sheriff Inc., Chicago, to Erwin, Wasey &
Co., Chicago, as senior copywriter.
Frank J. Scharrer, manager, Beaumont &
Hohman, Inc., N. Y.-L. A., to Erwin,
Wasey & Co., L. A., as account executive.
J. Alden Joice treasurer-business manager,
Don Kemper Co. (formerly Goodking, Joice
& Morgan), Chicago, appointed media di-
rector.
Mary Hartman, Peters, Griffin, Woodward
Inc., N. Y., to timebuying staff of N. W.
Ayer & Son, N. Y., and Elizabeth M. H.
Gunneff, Strawbridge & Clothier, Phila.,
to Ayer public relations department.
Richard Eckler, writer in radio-tv dept., C.
J. LaRoche, N. Y., to Grey Adv., N. Y., as
writer. Jerry Firestone, research director,
Television magazine, to same firm, as media
buyer.
Franklin B. Satterthwaite, market research
manager, Colgate-Palmolive Co., N. Y.,
transferred to household products division
as market research manager.
Max Wylie, script editor, Omnibus, to
Lennen & Newell Inc., N. Y., as production
supervisor.
Robert Curl, BBDO, L. A., appointed as-
sistant account executive on Western Air-
lines.
Don Morrow to copy staff of Aubrey, Fin-
lay, Marley & Hodgson, Chicago.
William H. Bolger, 31, tv writer for BBDO,
N. Y., died last Monday after brief illness
at Concord Hospital in Concord, N. H. He
had worked on Medic and Cheyenne tv
shows.
Barbara Schott, NBC, and Robert Fountain,
media department Young & Rubicam, N. Y.,
married May 11.
Ruth Sheldon, home service director, Wash-
ington Gas Light Co., named president of
Women's Advertising Club of Washington,
succeeding Mrs. Mary Kersey Harvey, M.
Belmont Verstandig Agency.
Jacqueline French of McCann-Erickson,
N. Y., elected 1957-1958 chairman of ad-
vertising division, New York chapter, of
Special Libraries Assn. Barbara C. White
of General Electric and Charlotte Madison
of Television Bureau of Advertising were
named vice chairman and secretary-treas-
urer, respectively.
FILM
Jack Lemmon, formerly executive vice
president of ATV Film Productions, N. Y.,
to Wilding Tv Sales, Chicago, as eastern
manager, stationed in New York. Joseph
Morton, Kling Film Enterprises, Chicago,
to Wilding as midwest manager, stationed
in Chicago.
John F, Heffernan, formerly with now-de-
funct Woman's Home Companion maga-
zine, to N. Y. sales staff of NBC-TV films
(California National Productions Division),
as southern sales representative.
Karl von Schallern, formerly field super-
visor-station sales representative in Midwest
for MCA-TV Ltd., to AAP Inc. as account
executive. He will cover midwestern terri-
tory, working out of AAP's Chicago office.
Robert Fellows, motion picture producer
("High and Mighty" and "Hondo"), will
make his tv debut producing new Goodyear-
Alcoa Theatre series of 39 half-hour tv films
for Dayton Productions L. A., for use on
NBC-TV starting Oct. 7.
Thomas H. Wolf, executive producer of
Page 82
June 3, 1957
Broadcasting
Telecasting
United States Productions, N. Y., named
associate producer for new tv nlm series
Fire Fighters.
Irving Starr, producer of Screen Gems' Ford
Theatre series, named supervisor of Screen
Gems" production activities in Great Britain
and on continent.
NETWORKS
Paul Scanlon, chief auditor. West Coast,
CBS Inc.. named resident auditor of CBS
Inc.. and Frank Townley CBS-TV auditor to
chief auditor. CBS-TY. Hollywood.
Charles H. Cowling, KDYL Salt Lake City,
named national sales manager of the sta-
tion and sales director of Great Western
Network (10-station affiliation based at
KDYL):
Ted Cappy, choreographer of NBC-TV Cae-
sar's Hour, named to same post on ABC-TV
Guy Mitchell Show which debuts Sept. 21
in Saturday 10-10:30 p.m. EDT period for
Revlon Inc. through Emil Mogul Co. Earl
Sheldon also signed as musical director and
Kevin Joe Johnston as director. Phil Cohan
is producer.
Rudy Bergman, columnist and associate
radio-tv editor of New York Daily News.
to CBS Radio press information as feature
writer.
John B. Poor, MBS president, to receive
honorary Doctor of Laws degree June 9 from
his alma mater. Wesleyan U., Middletown.
Conn. He received B.A. from Wesleyan in
1938 and law degree from Harvard Law
School in 1941. Citation will single out Mr.
Poor's contributions as business executive
and attorney.
STATIONS
Irving Waugh, former-
ly executive assistant to
president-commercial di-
rector, WSM-AM-TV
Nashville. Tenn.. to
WSIX-TV Nashville, as
vice president-general
manager.
■M Merl L. Galusha, man-
ager. WGY Schenectady
N. Y.. to WRGB (TV)
there as manager. Robert
F. Reid, sales manager.
WRGB. succeeds Mr. Ga-
lusha as manager of WGY.
Gibbs Lincoln, sales staff. KING Seattle,
and Jack Link, KING staffer, promoted to
general manager and program manager, re-
spectively. Fred Von Hofen. manager,
KING, to KENO Las Vegas, Nev., as man-
ager-part owner.
Victor Ludington Jr., general manager of
WOAY-AM-FM-TV Oak Hill, W. Va., to
WINR-AM-TV Binghamton, N. Y.. as sales
manager. Bill Dorn, program-production
manager. WDAN-TV Danville, 111., to
WINR-AM-TV as program director.
< Robert T. Schlinkert, as-
sistant general manager,
WKRC-TV Cincinnati, to
\\ BRC-TV Birmingham as
general manager [At
Deadline, May 27].
Richard L. Bevington,
sales representative,
YVBRC Birmingham, pro-
moted to general manager
[At Deadline, May 27].
James R. Hoel. formerly sales executive,
Katz Agency, Chicago, to WTCN-TV Min-
neapolis-St. Paul, as general sales manager.
■< Roger B. Read, local
sales manager, WKRC-TV
Cincinnati, promoted to
assistant general manager.
A. J. Richards, sales-
general manager, KCCC-
TV Sacramento, Calif., to
KROY Sacramento as gen-
eral sales manager.
Frank Peddie. Harrison Kohl and O. Lindell
Christell. all of KMTY (TV) Omaha, Neb.,
named regional-local sales manager, assistant
local sales manager and assistant national
sales manager, respectively.
Ron McCoy. KALL Salt Lake City, to
KML'R Murrav. Utah, as sales manager.
Jack Miller, formerly
writer-producer of com-
mercials for California-
Nevada Manufactors of
Carbonated Beverages, to
KTVR (TV) Denver as as-
sistant general manager.
Richard F. McCarthy,
sales representative,
WKRC-TV Cincinnati,
promoted to local sales
manager.
Harry Harkins. general
manager, WKLM ^Wilm-
ington. N. C. to WAKE
Atlanta, as sales manager.
Gerald A. Spinn. program director and disc
jockey at WQAM Miami, appointed pro-
gram manager of Westinghouse Broadcast-
ing^ WBZ-WBZA Boston-Springfield. Mr.
THE
CALIF.-ORE
TV TRIO
The SmulUn TV Stations
IfATI CHANNEL 2
IV V I I Klamath Falls, Ore.
MEM E^kUcJm. 3\z
_ I ABC
If DjCC CHANNEL 5
IVDL9 Medford, Ore.
Three markets — one billing
MARKET FACTS
POPULATION 338,800
FAMILIES 109,800
TV FAMILIES 81,252
RETAIL SALES $474,450,000
CONSUMER SPEND-
ABLE INCOME $591,194,000
"The Calif.-Ore. TV TRIO bridges
the gap between San Francisco &
Portland with EXCLUSIVE VHF
Coverage on Channels 2, 3 & 5."
for CALIF.-ORE. TV TRIO
call Don Telford, Mgr.
Phone Eureka, Hillside 3-3123 TWX EKI6
or ask
BLAIR^*/*^1
ASSOCIATES
national
representatives
New Yerk. Chicago. San Francisto, Seattle. Lo» Anaelet,
Dallas, Detroit, Jacksonville, St. Louis, Bested.
Broadcasting • Telecasting
Howard E. Stark
el 50,05
NEW YORK 22, N. Y.
|i4// Inquiries Confidential^
The American
Story"
"The American Story" is another
important BMI Program Series
which joins such features as Meet
the Artist series, the Book Parade,
Milestones and the other continui-
ties used by hundreds of broadcast-
ers regularly.
The staff of BMI can think of no
more satisfying work, in the midst
of a troubled world, than to play a
part in the restatement, in words
and music, of the fascinating story
of our country's origin and growth.
Now in book form
"THE AMERICAN STORY"
Published by
CHANNEL PRESS
I
BROADCAST MUSIC, INC.
/589 FIFTH AVE., NEW YORK 17, N.Y.
EW YORK • CHICAGO •/HOLLYWOOD • TORONTO • MONTREAL
THE COMMUNITY- NEWS VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" "MBS
PEOPLE
Spinn began radio career at WMRN Marion,
Ohio, later was with WERE Cleveland and
WTIX New Orleans.
John Moler, commercial
manager, WKY Oklahoma
City, takes on additional
duties as director. Richard
D. Wilson, former news-
paper farm writer, to
WKY-AM-TV as associate
farm director.
Paul Blue, sales service manager, KLZ-TV
Denver, Colo., promoted to program di-
rector, succeeding Clayton H. Brace, who is
promoted to assistant to president. Jack
Carver and Jerre Wyatt, both of KLZ-TV,
promoted to production manager and senior
director, respectively.
Al Godron, supervisor, KXOK St. Louis,
promoted to chief engineer.
John Q. Quigley, operations manager,
KAKE-TV Wichita, Kansas, to KETV (TV)
Omaha, Neb., as manager of program de-
partment.
John Ademy, WBIG Greensboro, N. C.
pointed program director.
ap-
*i Dick Jolliffe, adminis-
trative manager, CBS Ra-
dio network sales service
department, N. Y., to
KTLA (TV) Los Angeles,
as sales service manager.
Charlie Grant, announcer-salesman, WESX
Salem Mass., to WKTS Brooksville, Fla. as
program director.
Bill McDowell, formerly of KIEV Glendale,
Calif., to KHJ Los Angeles, as account exec-
utive.
Raymond Durgin, president-business man-
ager, Westbrook American, Westbrook, Me.,
to WCME Brunswick, Me., as account exec-
utive.
Glenn Marlin Brillhart, formerly account
executive, WORK York, Pa., to WAAM
Baltimore as account executive.
William R. Furnell, program director,
KCCC-TV Sacramento. Calif., to KOVR
(TV) Stockton, Calif., as Sacremento sales
representative.
Jack Miller, account executive, Buchanan &
Co., L. A., to assistant general manager of
KTVR (TV) Denver.
Charles Knab, sales department, KLOR
(TV) Portland, Ore., to sales staff of KOIN-
TV that city.
Bud Stone, program director-news editor,
WABJ Adrian, Mich., to WOWO Fort
Wayne, Ind., as day news editor.
William Lewis Cooper Jr. film supervisor of
WJAR-TV Providence, R. I., named film
manager of WPIX (TV) New York, effective
June 10.
Keith H. Moon, assistant promotion man-
ager, KBET-TV Sacramento, Calif., pro-
moted to continuity director, replacing Bob
Kelly, promoted to director.
Galen Fromme, local radio-tv personality,
today (Monday) takes over The Morning
Show, 6-9:30 a.m. weekdays on WBAL Bal-
timore.
Fred Sorenson, KVAR-TV Phoenix, Ari-
zona, returns to WCIA (TV) Champaign.
111., news staff.
Jerry Tolbert, formerly with WEHT (TV)
Henderson, Ky., and WSAZ-TV Hunting-
ton, W. Va. to announcing staff of KOA-
TV Denver.
Irv Smith, WHB Kansas City, to WCAU
Philadelphia talent staff.
Jack Harris, copy director. William G.
Tannhaeuser Co., to continuity staff of
WTMJ-AM-TV Milwaukee.
Mike Woloson, disc-jockey, WNOR Nor-
folk, Va.. to WNEW New York.
John S. Hayes, president, Washington Post
Broadcast Division (WTOP-AM-FM-TV
Washington, D. C, and WMBR-AM-FM-
TV Jacksonville, Fla.), elected director at
large of board of directors of United Com-
munity Funds and Councils of America Inc.
Robert Hix, manager, KOA Denver, re-
elected vice president of Denver Sales Ex-
ecutives' Club.
Harold (Hack) Woolley tv sales manager,
KTVT (TV) Salt Lake City, named president
of Salt Lake Advertising Club.
Jim Yerian, promotion director, WBNS
Columbus. Ohio, elected president of Colum-
bus area Chamber of Commerce Advertis-
ing Club.
Norman Louvau, sales manager, KRON-TV
San Francisco, father of boy, May 12. Mrs.
Louvau is tv personality Bonnie Kever.
Dave Harris, salesman for H-R Representa-
tives Inc.. N. Y., father of a girl, Kim
MacDonald.
Jim Jackson, announcer, WBT Charlotte,
N. C, father of a son, May 18.
REPRESENTATIVES
John Bissell, formerly advertising represent-
ative, Reporter, to Blair-Tv, N. Y., as head
of sales analysis department.
John T. King of Barry & Enright Produc-
tions, N. Y., to Peters, Griffin, Woodward's
N. Y. office, as radio account executive.
Marshall H. Karp, previously sales service
representative, NBC-TV, to N. Y. sales staff
of Young Television Corp.
Richard Kelleher to Headlev-Reed Co.,
S. F.
TRADE ASSOCIATIONS
Richard G. Cruise, manager, Detroit sales
development office of CBS, to national sales
staff of Radio Advertising Bureau, N. Y., to
develop automotive business.
Page 84 • June 3, 1957
Broadcasting • Telecasting
Another way SRDS helps sell time
you are given an opportunity
to fight for any new
business coming into your field
. . . when their people, unfamiliar with you
or your competition, turn to Standard Rate
for comparative information.
With your Service-Ad in Standard Rate & Data
YOU ARE THERE
selling, by helping people buy!
S1R"DS Standard Rate and Data Service, Inc.
1740 Ridge Avenue, Evanston, Illinois
Sales Offices: New York • Evanston • Los Angeles
PEOPLE
Planning
a Radio
Station?
You can save
yourself headaches
by making RCA
your single source
of equipment
and service . . .
For additional information
write to RCA, Dept. T-22,
Building 15-1, Camden, N. J.
RADIO CORPORATION
of AMERICA
MANUFACTURING
Robert B. Callahan, regional salesman for
General Electric Co., named manager of
new district sales office for GE electronic
components, 109 West Third St., Charlotte,
N. C.
John Kinnally, west coast manager for
TechRep Div. of Philco Corp., Phila.,
named manager of Dayton, Ohio, office of
firm's Government & Industrial Div.
Richard Swan, formerly video engineer, to
Sarkes Tarzian, Inc., Bloomington Ind., as
salesman.
Frank Pell Lawrence, 70, who retired in
1946 as vice president in charge of Long
Lines Dept. of AT&T, died last Monday
at Montclair, N. J., Community Hospital.
He had suffered burns in accident at this
home May 25.
PROGRAM SERVICES
Joan Tietjen, previously executive assistant
to Columbia Records president, to new post
of administrative assistant, advertising and
sales promotion department of Columbia,
reporting to department director Arthur
Schwartz.
Charles L. Halteman and Jack Dill have
been added to sales staff of RCA Recorded
Program Services, N. Y. Mr. Halteman,
formerly Chicago sales manager for Walker
Representation Co., will represent RCA tv
film syndication. Thesaurus library and syn-
dicated radio program sales in Nebraska,
Missouri, Kansas, Arkansas and Oklahoma.
Mr. Dill, formerly commercial sales mana-
ger of WROY Carmi, 111., will cover Ken-
tucky, West Virginia, Tennesssee and North
Carolina.
PROFESSIONAL SERVICES
Richard McCarty, northern California man-
ager, Simpson-Reilly Ltd., publisher repre-
sentation firm, has formed media-marketing-
merchandising firm under his name in San
Francisco. Firm will service manufacturers,
advertising agencies and media. Address: 166
Geary St. Telephon: Yukon 6-0621.
■< Sam L. Austin, public
relations consultant,
Roche, Williams & Cleary,
Chicago advertising agen-
cy, to Harshe-Rotman
Inc., public relations firm,
that city, as vice president.
EDUCATION
<s Wilbur T. Blume, pro-
ducer of Academy Award
winning film, The Face of
Lincoln, resigns from fac-
ulty of University of
Southern Calif., to join
executive staff of Prince-
ton Film Center, Inc.
Waldo Abbot, director-associate professor of
speech of Broadcasting Service-Radio, Mich-
igan U., retires.
Gale Adkins, U. of Texas, to U. of Kansas
as assistant professor and member of uni-
versity committee on radio and tv. He also
will conduct research on use of closed-cir-
cuit tv.
INTERNATIONAL
Harold Burnside, office manager, CJQC
Quebec City, Que., promoted to manager of
station, succeeding George MacDonald who
has joined sales and production staff of
CION St. lohns, Nfld.
John C. Morris, commercial manager, CKSL
London, Ont.. to CHEK-TV Victoria, B. C.,
as general sales manager.
J. P. Gil more, coordinator of tv, CBC,
Ottawa, to controller of operations, and A.
K. Morrow, co-ordinator of radio, to assist-
ant controller of operations. Charles Jen-
nings, assistant controller of broadcasting of
CBC, Ottawa, to controller of broadcasting,
with Marcel Quimet, assistant director of
CBC programs, to assistant controller of
broadcasting.
Jim Regan to Imperial Adv. Ltd., Halifax,
N. S.. as radio-tv director.
Len Starmer, television producer, CBC,
Toronto, to newly created post of assistant
supervisor of variety programs at CBC
Toronto.
Don Lawrie, manager, CHEX-TV Peter-
borough, Ont., elected president of Peter-
borough Sales & Advertising Club.
UPCOMING
June
June 4-6: National Community Tv Assn., Penn-
Sheraton Hotel, Pittsburgh, Pa.
June 6: Southern California Broadcasters Assn.,
first annual sales clinic, Sheraton-Town House,
Los Angeles.
June 6-7: Virginia Assn. of Broadcasters, Hotel
John Marshall, Richmond.
June 7: South Dakota Associated Press Broad-
casters Assn. meeting, Detroit Lakes, Minn.
June 9-12: Annual Conference, National Indus-
trial Adv. Assn., Waldorf-Astoria Hotel, N. Y.
June 9-13: Annual convention. Advertising Fed-
eration of America, Hotel Fontainebleau.
Miami.
June 13-15: Florida Associated Press Broadcasters
Assn., Balmoral Hotel, Bal Harbour, Fla.
June 14: Maine Radio & Tv Broadcasters Assn.,
Poland Spring House, Poland Spring, Me.
June 14-15: Maryland-D. C. Radio & Television
Broadcasters Assn., Commander Hotel, Ocean
City, Md.
June 17-19: NATRFD Spring Meeting, Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel, Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge, Jasper, Alta.
June 20: Federal Communications Bar Assn.
luncheon, Washington Hotel, Washington.
June 20-21: Colorado Broadcasters Assn., Glen-
wood Springs, Colo.
June 24-28: Annual convention, Advertising
Assn of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
Page 86
June 3, 1957
Broadcasting
Telecasting
Station Authorizations, Applications
(As Compiled by B»T)
May 23 through May 28
Includes data on new stations, changes in existing stations, ownership changes, hearing
eases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through May 28
Appls.
In
On
Pend-
Hear-
Air Licensed Cps
ing
ing
Am 3,024 3,010 246
369
145
Fm 540 520 49
54
0
FCC Commercial Station
Authorizations
As of February 28,
1957 *
Am
Fm
TV
Licensed (all on air)
3,000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New stations requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
Licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
Tv Summary through May 28
Total Operating Stations in U. S.:
Commercial
Noncomm. Education
Vhf
386
18
Uhf
89
5
Total
475i
232
Grants since July 11, 7952;
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
351
27
Uhf
324
21
Total
675i
48'
Applications filed since April 14, 7952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not include
noncommercial, educational fm and tv stations.
For current status of am and fm stations see
"Am and Fm Summary," above, and for tv sta-
tions see "Tv Summary," next column.
New
Amend. Vhf
Uhf
Total
Commercial 1,086
337 848
578
1,426s
Noncomm. Educ. 66
37
28
654
Total 1,152
337 885
606
l,491c
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
» One applicant did not specify channel.
* Includes 44 already granted.
5 Includes 718 already granted.
New Tv Stations
APPLICATION
New Orleans, La. — Oklahoma Television Corp.,
vhf ch. 12 (204-210 me); ERP 316 kw vis., 158 kw
aur.; ant. height above average terrain 1549 ft.,
above ground 1578 ft. Estimated construction cost
$1,666,385, first year operating cost $600,000, rev-
enue $700,000. P. O. address 7401 Lincoln Elvd.,
Oklahoma City, Okla. Studio location New Or-
leans. Trans, location Potash, La. Geographic
coordinates 29° 29' 35" N. Lat., 89° 43' 08" W.
Long. Trans. -ant. RCA. Legal counsel Spearman
& Roberson, Washington, D. C. Consulting en-
gineer Paul Godley Co., Upper Montclair, N. J.
Principals include KOMA Inc., operator of KTUL
Tulsa, Okla., KFPW Fort Smith, Ark., KTVX
Muskogee, Okla., KWTV (TV) Oklahoma City,
50% owner and Video Independent Theatres. An-
nounced May 28.
Translators
Uintah Basin Television Co., Roosevelt, Neola,
Fort Duchesne and Myton, Utah — Granted cps
for two new tv translator stations; on ch. 70
to serve Myton and on ch. 75 to serve Roosevelt,
Neola and Fort Duchesne, both to translate pro-
grams of KSL-TV Salt Lake City.
WTWV (TV), Tupelo Citizens Television Co.,
Tupelo, Miss. — Granted cps for private tv inter-
city relay system for off-the-air pickup of pro-
grams of WMCT (TV) Memphis, Tenn., for re-
broadcast bv WTWV.
New Am Stations
Dublin, Ga. — Radio South Dae, granted 1440 kc,
1 kw D. P. O. address P. O. Box 8145, Tampa 4,
Fla. Estimated construction cost $10,894, first year
operating cost $36,000, revenue $48,000. Principals
include Pres. Emerson W. Browne (25%), owner
of WSFB Quitman, Ga., and WRMB Kissimmee,
Fla., 33% owner of WCLB Camilla, Ga.; John
A. Bolings (50%), former owner of WQIK Jack-
sonville, Fla., and Sarah A. Browne (25%). An-
nounced May 24.
Meridian, Miss. — Alexander Lloyd Royal,
granted 1390 kc, 5 kw D, remote control trans.
P. O. address 2306 Fourth St., Meridian. Esti-
mated construction cost $23,970, first year op-
erating cost $36,000, revenue $45,000. Mr. Royal
NATION-WIDE NEGOTIATIONS •FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
NEW ENGLAND
NETWORK
$110,000
Well -rounded
economy and high
retail sales in this
important mar-
ket. 29% down.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
MAJOR
MARKET
$350,000
Network station
in 500,000 mar-
ket. Valuable real
estate and earn-
ings. $100,000
down.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
FULLTIME
$900,000
A real profit-
maker in a major
market. Financ-
ing available.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
LOUISIANA
DAYTIME
$100,000
Extremely high
ratio of earnings
with good assets.
All cash.
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
WEST
FULLTIME
INDEPENDENT
$50,000
Single station
market. Growth
potential. Com-
bined owner-op-
erator plant. One-
half down.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
B
ROADCASTING • TELECASTING
June 3, 1957 • Page
FOR THE RECORD
is theatre owner. Announced May 24.
Hampton, S. C. — J. A. Gallimore tr/as Hampton
County Bcstg. Co., granted 1270 kc, 1 kw D. P. O.
address Box 443, Seneca. S. C. Estimated con-
struction cost $10,900, first year operating cost
$34,000, revenue $37,500. Mr. Gallimore owns
WSNW Seneca, WSSC Sumter, 60% of WBAW
Barnwell, all S. C, and 60% of WLFA LaFayette,
Ga. Announced May 24.
Morristown, Tenn. — East Tennessee Bcstg.
Corp., granted 1300 kc, 5 kw DA-D. P. O. address
% George R. Guertin, 2033 Edgemont Ave., Bris-
tol, Tenn. Estimated construction cost $35,315,
first year operating cost $45,000, revenue $55,000.
Principals are one-third partners Mr. Guertin,
chief engineer, WOPI Bristol, Tenn.; Jack T.
Helms, gen. mgr.-12I,/2% owner, WNVA Norton,
Va., and 25%, WCLE Cleveland, Tenn., and Ed-
ward F. Gedraytis, gen. mgr., Nuloid Products,
Bristol mfr. of optical frames. Announced May
24.
APPLICATIONS
Caro, Mich.— Stevens-Wismer Bcstg. Co., 1360
kc, 500 w D. P. O. address % John F. Wismer,
932 Military St., Port Huron, Mich. Estimated
construction cost $40,309, first year operating cost
$42,000, revenue $50,000. Equal partners are Mr.
Wicn-ier ?nd Hsrmo" L. Stevens, co-owners of
WHLS-AM-TV Port Huron and WLEW Bad Axe,
both Mich. Announced May 27.
Ltmsdale, Pa.— Donald W. Huff, 1440 kc, 500 w
D. P. O. address 777 N. Pennsylvania Ave., Mor-
risville, Pa. Estimated construction cost $29,144,
first year operating cost $39,000, revenue $55,000.
Mr. Huff, Morrisville businessman, will be sole
owner. Announced May 27.
Tiverton, R. I. — Mount Hope Bcstg. Co., 1140
kc, 500 w D. P. O. address % Edson E. Ford, 166
Earl Ave., Riverside, R. I. Estimated construction
cost $10,882, first year operating cost $29,500, rev-
enue $71,000. Principals include Mr. Ford, coun-
try show producer, and Peter B. Gemma, elec-
tric sales and service interests, will be equal
partners. Announced May 28.
Mountlake Terrace, Wash. — Richard L. DeHart,
800 kc, 1 kw D. P. O. address 2511 E. 145th St.,
Seattle, Wash. Estimated construction cost $32,-
200, first year operating cost $72,000, revenue
$80,000. Mr. DeHart, oil company owner, will be
sole owner. Announced May 27.
New Fm Stations
Birmingham, Ala. — James V. Melonas, granted
93.7 mc, 20 kw unl. P. O. address 1603 N. 26th St.,
Birmingham. Estimated construction cost $10,200,
first year operating $15,000, revenue $25,000. Mr.
Melonas, restaurant owner, will be sole owner.
Announced May 24.
Austin, Tex.— Frank L. Scofield, granted 95.5
mc, 1.35 kw unl. P. O. address 308 Littlefield
Bldg., Austin. Estimated construction cost $10,000,
first year operating cost $12,000. revenue $15,000.
Mr. Scofield, attorney-rancher, will be sole
owner. Announced May 24.
APPLICATIONS
Hackettstown, N. J.— Cenenary College for
Women, 91.9 mc, 4.8 kw unl. P. O. address Hack-
ettstown. Estimated construction cost $12,650
first year operating cost $1,800. Principals include
Dr. Edward W. Seay, president. To be operated
as educational station. Announced May 24
Ithaca, N. Y.— Cornell Radio Guild inc., 101 7
mc 173 w unl. P. O. address Willard Straight
Hall, Ithaca. Estimated construction cost $3,750
first year operating cost $5,000. revenue $10,000
Equal partners are Roland Delattre, asst direc-
tor religious work Cornell U., Louis W. Kaiser,
assoc. prof, radio services Cornell. True McLean,
prof, electrical engineering Cornell, Charles B.
Meyer, former RCA employe, and Ernest L.
Stern, asst. instructor Cornell. Announced May
27.
San Francisco, Calif. — Hanon N. Levitt, 96.5
mc, 9.5 kw unl. P. O. address 217 Kearney St.,
San Francisco. Estimated construction cost $4,-
700, first year operating cost $7,488, revenue $11,-
320. Mr. Levitt, phonograph records and music
interests, former announcer, will be sole owner.
Announced May 28.
Ownership Changes . . .
KBBA Benton, Ark. — Granted assignment of
license to The Benton Bcstg. Service for $13,630
and assumption of $3,370 liabilities. Principals
are equal owners C. Lavelle Langley, former
commercial manager at KVMA Magnolia, Ark.,
and Sam Preston Bridges, former general man-
ager of KWRW Guthrie, Okla. Announced May
24.
KVFC Cortez, Colo. — Granted assignment of li-
cense from Jack W. Hawkins and Barney H.
Hvibbs to Mr. Hawkins, Mr. Hubbs and James W.
Hawkins for $3,304 for 8% of Jack Hawkins' hold-
ings. James Hawkins is son of Jack Hawkins.
Announced May 21.
WTVD (TV) Durham, N. C. — Granted transfer
of control of permittee corporation from Durham
Bcstg. Enterprises Inc. to Durham Television Co.
for $1,471,800. Frank M. Smith (17.36%), J. Floyd
Fletcher (13.24%) and 31 others will be owners.
Mr. Smith owns 33y3% cp for ch. 40 Baton Rouge.
La., and 18.07% WROW Albany, N. Y., WCDA
(TV) Albany, and WCDB (TV) Hagaman, both
N. Y. Mr. Fletcher formerly owned 24.9% WTVD
(TV). Announced May 24.
KUGN Eugene, Ore. — Granted relinquishment
of control of licensee corporation by C. O. Fisher
through gift (32%) to his sister Jane Fisher, the
Fishers also own KBZY Salem, KUMA Pendleton,
both Ore. Announced May 23.
WPAW Pawtucket, R. I. — Granted control of
licensee corporation by Dominick A. Hyszok
(100%) through purchase of stock (50%) from
Neal D. Murphy for $15,000. Mr. Hyszok, formerly
owned 50% WNAF Providence, R. I. Announced
May 24.
APPLICATIONS
WOOO De Land, Fla. — Seeks assignment of li-
cense from Deland Bcstrs. to Trio Bcstg. Co.
for $65,000 and obligations. Herbert A. Saxe
(37.5%), patent medicine and cosmetic dealer,
Oscar Silverman (37.5%), store fixture interests,
and Wallace Rifkin (25%), program director
WATR-AM-TV Waterbury, Conn., will be owners.
Announced May 24.
KLER Lewiston, Idaho — Seeks assignment of
license from Cole E. Wylie to Lewis Clark Bcstg.
Co. for $160,000. John H. Matlock (60%) and
Eugene A. Hamblin (40%) will be owners.
Messrs. Matlock and Hamblin own KOZE Lewis-
ton. It is agreed to delete KOZE upon approval
by FCC of license assignment of KLER. An-
nounced May 22.
BROADCAST ACTIONS
By the Commission
KSFE Needles, Calif. — Granted mod. of license
for specified hours of operation (6:55 a.m. to 7:05
p.m.), Monday through Saturday; Sunday op-
eration discontinued on Jan. 13.
WGIG Brunswick, Ga. — Granted change of
operation on 1440 kc from 1 kw DA-N unl. to
1 kw, 5 kw LS DA-N; trans, to be operated by
remote control for daytime nondirectional
operation.
KANI Kanoehe, Oahu, Hawaii — Granted change
of facilities from 1150 kc, 1 kw DA-1 unl. to
1240 kc, 250 w unl. Engineering conditions; trans,
remote control; and granted renewal of license.
WCBG Chambersburg, Pa. — Granted increase
of power from 1 kw to 5 kw, continuing opera-
tion on 1590 kc D; engineering condition.
KBFM Salt Lake City, Utah— Granted mod. of
New England
$859000.00
Fulltime facility, single station market.
Ideal situation for capable owner-operator.
Liberal financing available.
NEGOTIATIONS • FINANCING • APPRAISALS
J5Lacl<burn ^ Gompanij
Page
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
June 3, 1957
ATLANTA
Clifford B. Marshal
Stanley Whitaker
Healey Building
Jackson 5-1576
cp to change from Class A to Class B fm opera-
tion on 93.9 mc; ERP 720 w; ant minus 550 ft.
Gold Coast Bcstrs., Gold Coast Radio Hie,
Lawrence J. Plym, Pompano Beach, Fla. — Desig-
nated for consolidated hearing applications for
new am stations to operate on 1470 kc, 5 kw
DA-D. This order supersedes, with respect to
issues only, order of Feb. 13 designating for hear-
ing applications of Gold Coast Bcstrs. and Gold
Coast Radio.
Whatcom County Bcstrs., Bellingham-Ferndale,
Wash.; Birch Bay Bcstg. Co., Blaine, Wash. —
Designated for consolidated hearing applications
for new am stations to operate on 930 kc D.
Whatcom with power of 1 kw and Birch Bay
with power of 5 kw; made KJR Seattle, Wash.,
party to proceeding; denied Birch Bay request
for extension of time to amend its application.
The Commission invites comments by June 24
to proposed rule-making to amend allocation
table for Class B fm stations to delete ch. 264
from New Haven, Conn., and add it to Peekskill,
N. Y.; delete ch. 273 from Waterbury, Conn., and
add it to New Haven, Conn., and add ch. 297 to
Waterbury, Conn. Change was requested in order
to provide a Class B ch. in Peekskill and to fa-
cilitate consideration of a pending application
by The Highland Bcstg. Corp., for new Class B
fm station in Peekskill.
WAPL Appleton, Wis. — Granted assignment of
license from Bartell family to W. A. P. L. Radio
Inc. (Connie Forster, president); consideration
$100,000.
Granted renewal of license of following sta-
tions: WAWZ Zarephath, N. J.; WCTC New
Brunswick, N. J.; WEAV Plattsburg, N. Y.;
WENY Elmira, N. Y.; WFBL Syracuse, N. Y.;
WHEN Syracuse, N. Y.; WHOM New York, N. Y.;
WKBW Buffalo, N. Y.; WKD? Poughkeepsie,
N. Y.; WKRT Cortland, N. Y.; WLIB New York,
N. Y.; WLNA Peekskill, N. Y.; WLSV Wellsville,
N. Y.; WMCA New York, N. Y.; WMTR Morris-
town, N. J.; WNBZ Saranac Lake, N. Y.; WPOW
Brooklyn, N. Y.; WQXR New York, N. Y.;
WROW Albany, N. Y.; WSNJ Bridgeton, N. J.;
WSPN Saratoga Springs, N. Y.; WTRY Troy,
N. Y.; WVOS Liberty, N. Y.; WWNY Watertown,
N. Y.; WWSC Glen Falls, N. Y.; WAWZ-FM
Zarephath, N. J.; WBFM (FM) New York, N. Y.;
WCTC-FM New Brunswick, N. J.; WDDS-FM
Syracuse, N. Y.; WEVD-FM New York, N. Y.;
WHLD-FM Niagara Falls, N. Y.; WKD7-FM
Poughkeepsie, N. Y.; WKRT-FM Cortland, N. Y.;
WQXR-FM New York, N. Y.; WRTJN-FM Utica,
N. Y.; WSNJ-FM Nr. Bridgeton, N. J.; WWRL-
FM New York. N. Y.; WXRC (FM) Buffalo,
N. Y.; WSHS (FM) Floral Park, N. Y.; WABD
(TV) New York, N. Y.; WBEN-TV Buffalo, N. Y.;
WCBS-TV New York, N. Y.; WCNY-TV Carthage,
N. Y.; WGR-TV Buffalo, N. Y.; WKTV (TV)
Utica, N. Y.; WROC-TV Rochester, N. Y.; WPIX
(TV) New York, N. Y.
The Commission denied a petition by the
Radio-Electronics-Television Manufacturers As-
sociation requesting that the time for filing com-
ments be extended from June 3 to June 28. The
proceeding involves rule-making looking toward
largely abandoning the fixed table of tv channel
assignments. Comr. Hyde favored a grant; Comrs
Lee and Mack absent.
Routine Roundup . . .
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of May 24
The following were granted extensions of com-
pletion dates as shown: KROC-TV Rochester,
Minn., to 11-1: KSBW-TV Salinas, Calif., to
10-13: KBAS-TV Ephrata, Wash., to 12-12; WLAP-
TV Lexington, Ky„ to 12-16; WWGS Tifton, Ga.,
to 11-14; WMYN Mayodan, N. C, to 8-1.
Actions of May 23
KAMP El Centro, Calif.— Granted mod. of cp
to change ant.-trans. location and specify studio
location and remote control point.
WYMB Manning, S. C. — Granted mod. of cp
to change studio and remote control location.
WOOK Washington, D. C. — Granted extension
of completion date to 7-16.
Actions of May 22
KTVW (TV) Tacoma, Wash.— Granted license
for tv station and to specify studio and trans,
location.
Actions of May 21
WQMC (TV) Charlotte, N. C— Granted mod.
of cp to change ERP to vis. 191 kw, aur. 112 kw,
change studio and trans, location, install new
trans, and ant. system, ant. 420 ft.
WSM-TV Nashville, Tenn.— Granted mod. of
cp to change ERP to vis. 97.7 kw, aur. 50 kw,
make changes in ant. system; ant. height to
1410 ft. and change trans, location.
Actions of May 20
WFIE (TV), Premier Television Inc., Evans-
ville, Ind. — Granted mod. of cp to change cor-
porate name to WFIE Inc.
WTOB-TV Winston-Salem, N. C. — Granted mod.
of cp to change ERP to vis. 7.4 kw, aur. 3.71 kw.
change type trans., and ant. height to 570 ft.
WETJ (TV) Jacksonville, Fla. — Granted mod.
of cp to change ERP to vis. 14.8 kw, aur. 7.4
kw, increase ant. height above terrain to 840 ft.
KKTV (TV) Colorado Springs, Colo.— Granted
mod. of cp to change ERP to vis. 37.1 kw (DA),
aur. 18.8 kw (DA), change type trans.: maintain
DA operation and for waiver of sect. 3.685(e)
of the rules.
Broadcasting
Telecasting
PROFESSIONAL CARD
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. ADams 4-2414
Member AFCCE*
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE *
RUSSELL
P. MAY
711 14th St., N. W.
Sheraton Bldg.
Washington 5, D. C.
REpublic 7-3984
Member
AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE*
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
—Established 1926—
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-01 1 1
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N.W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
LOWELL R. WRIGHT
Aeronautical Consultant
serving the radio I tv industry
on aeronautical problems created
by antenna towers
Munsey Bldg., Wash. 4 D. C.
District 7-1740
(nights-holidays telephone
Herndon, Va. 114)
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
COLLECTIONS
For the Industry
ALL OVER THE WORLD
TV — Radio — Film and Media
Accounts Receivable
No Collections — No Commissions
STANDARD ACTUARIAL WARRANTY CO.
220 West 42nd St., N. Y. 36, N. Y.
LO 5-5990
Broadcasting
Telecasting
June 3, 1957 • Page 89
WM, R. ROBERSON, JR., President
North Carolina Television, Inc. (WITN)
Like Hundreds
of Broadcasters...
President
WM. R. ROBERSON, JR.
©f
witn
and
Chief Transmitter Engineer
ED PILEGARD
Selected
STAINLESS TOWERS
ED. PILEGARD, Chief Transmitter Eng.
North Carolina Television, Inc. (WITN-TV)
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
ess, inc.
NORTH WALES • PENNSYLVANIA
MANUFACTURING
German Firm Sets All Media
To Promote Fm Auto Radio
A LEADING German manufacturer of
electric equipment has decided to try to
crack the U. S. radio market with an fm
car radio, it was announced last week in
New York. Robert Bosch G.m.b.H., Stutt-
gart, Germany, later this month will kick
off what its spokesman describes as a "mas-
sive campaign," using all media for its
Blaupunkt ("Blue Spot") hi-fi car radio,
ranging in price from $92.50 to $192.50.
Spot radio is expected to be used to reach
the big summer auto audience.
Although Bosch has been in the U. S.
market for the past few months, it never has
attempted to go all-out in marketing its fm
product, but instead has advertised sporadi-
cally in hi-fi publications to "test the con-
sumer's reaction to fm car radio." It appears
to have been a satisfying reaction. Bosch
has appointed E. T. Howard Co., New York,
as its agency, which is now in the process
of setting up a budget.
The car radios, in three models, feature
both fm and am, come equipped with co-
axial hi-fi speakers of "maximum dimen-
sions" and separate amplifiers, and are
capable of using additional speakers placed
in the rear of the automobile. Fm automo-
tive radio on a consumer level is nothing
new for Europe, particularly Germany.
Most of the above-average-priced cars fea-
ture stereo fm radio, allowing static-proof
reception and eliminating fading, inter-
ference and cut-off sound as the car passes
underneath highway bridges, the company
said.
RCA to Enlarge Air Lab
RCA is replacing its present Airborne Sys-
tems lab at Waltham, Mass., with a new
facility to be three times larger, it was re-
vealed last week by Dr. E. W. Engstrom,
senior executive vice president at RCA.
Construction of a 132,000 sq. ft., single-
story laboratory building will start this month
on a 35-acre tract about midway between
Burlington and Bedford, Mass. Dr. Eng-
strom said gradual transfer of personnel and
equipment from the Waltham plant should
begin by late this year.
Justice Bars Use of 'WIT Name
AN injunction has been signed by New
York Supreme Court lustice Walter A.
Lynch restraining Western Union Electronic
Tube Inc., New York, from using the words
"Western Union" or any simulation or ap-
proximation thereof in its name, business,
trade or advertising. The injunction was
obtained by Western Union Telegraph Co.
The tube company was organized on Nov.
9, 1956, to manufacture and sell electronic
tubes and other electronic devices, WU said.
Hi Fi Show Schedule Set
A SCHEDULE of forthcoming high fidelity
shows, including the major Chicago exposi-
tion Sept. 13-15, were reported as near
advance space sellouts last week. Space sales
for fall events boomed during the recent
Electronic Parts Distributors convention, ac-
cording to S. I. Neiman, president of the
Chicago Hi-Fi Show, and Henry Goldsmith,
head of Rigo Enterprises Inc., which con-
ducts them in other major cities.
Upcoming shows include those in Chi-
cago's Palmer House; in Cincinnati, Sept.
6-8; Miami, Oct. 18-20; Portland, Ore.. Nov.
1-3; Seattle, Nov. 8-10. and St. Louis, Nov.
22-24, for which all exhibitors' space has
been sold.
Majestic International Sets
Import of German Combinations
PLANS for import of German-made radio-
tv- phonograph -recorder combinations this
fall by Majestic International Corp. have
been revealed by Leonard Ashbach, its board
chairman.
The combinations will be produced by
Grundig Radio Verkaufs Co. and sold under
the name of the distributor, Grundig-Ma-
jestic Corp. The units will include mono-
chrome television receivers with 21- and 24-
inch picture tubes and, combined with high
fidelity radio-phonographs and tape record-
ers, will sell in the range of $599-2,900.
The import market for combinations made
in West Germany the past three years has
reached $8-10 million for Grundig-Majestic
Corp., according to Mr. Ashbach and Max
Grundig, director of Grundig Radio Ver-
kaufs. A further gain is anticipated for
1957. The volume of radio-phonograph com-
binations has held up despite a 13% duty, it
was pointed out. Shipping costs are reduced
by use of the St. Lawrence Seaway, Mr. Ash-
bach said, adding he has imported more
German-made radios this year than through-
out 1956.
Grundig Radio Verkaufs turns out about
100,00 units monthly and sells them in more
than 125 countries and employs 15,000
workers in seven plants. Plans were revealed
on the occasion of Mr. Grundig's visit to
Chicago Monday.
MANUFACTURING SHORTS
RCA Camden, N. J., reports shipment of live
color studio camera to CBS in N. Y.; 12-
section superturnstile antenna to WTTV
(TV) Bloomington, Ind. (ch. 4); single-bay,
one-section superturnstile antenna to KHQ-
TV Spokane (ch. 6), and 25-kw transmitter
to WTIC-TV Hartford (ch. 3).
Price increase of $10 for 13 basic table
model tv receivers of Zenith Radio Corp.
has been announced by L. C. Truesdell,
vice president-sales director. He attrib-
uted boosts to higher manufacturing and
material costs and reported favorable distrib-
utor-dealer response to new prices improv-
ing their profit position. Increases cover sug-
gested retail prices for 14-, 17- and 21 -inch
table models.
THE METROPOLITAN VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS Wrf/w"MBS
Page 90 • June 3, 1957
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
RADIO RADIO RADIO
Help Wanted
Staff for new station soon to go on air. Espe-
cially combination men, sales and announcing
and one chief engineer announcer. Send tapes
and resume to KOBE. Las Cruces. New Mexico.
Management
Growing eastern chain needs assistant managers
immediately. Prefer someone who is presently a
chief announcer, program director or salesman
with announcing background. All applicants
must be married, must have car, must be willing
to locate permanently in a growing organization.
Excellent salary and bonus arrangement. Promo-
tion to manager assured eventually. Send tape,
resume and photo to Box 590G, B«T.
General manager wanted for metropolitan mar-
ket. Must have sound sales experience in smaller
market. Ambitious for advancement. Write Box
761G, B'T.
Sales manager. Boston independent. Excellent
opportunity and future for good man. Box 828G.
B'T.
Sales manager, Ohio major independent, com-
petitive market has right spot for good producer.
Box 829G, B»T.
North central major market station seeks ag-
gressive manager who can document successful
record in sales and station management respon-
sibility. Air Mail substantiating resume prelim-
inary to interview. Box 857G. B«T.
Assistant, southwestern daytimer; good salesman
or announcer with first phone. Excellent oppor-
tunity. Box 859G, B-T.
Sales
If you are between 25 and 30 with a year's sales
experience. We have an unusual opportunity to
insure your present and future. Unique chance.
Write Box 735G, B-T.
Salesman for solid producer, excellent future,
good salary plus commission. Major New England
independent. Box 830G. B'T.
Sales manager and two experienced salesmen
for growing North Carolina chain, must have
proven record of sales, send full information and
picture to Box 893G. B'T.
Sales manager for single station market, 16,000,
south-south central. S100 weekly plus percentage
gross or net after three months depending re-
sults. Box 899G, B'T.
Salesman, §300 per month plus commission. Per-
sonal interview necessary. Contact Bill Vogel.
KLOV. Loveland, Colorado.
Intermountain west, oOOO watt network station has
excellent opportunity for radio salesman. Must be
stable and approved producer, KSEI, Box 31,
Pocatello. Idaho, phone 4000.
Immediate opening WKLZ, Kalamazoo. Mich.
Salary plus fifteen percent commission. Arrange
personnel interview bv phoning me at Fireside
3-2541.
Account executive for music-news, guarantee
S125.00 per week (not draw) or 15 percent which-
ever is greater. No ceiling on earnings. Top
Pulse station. No restricted list. Easv to make
S12.000 year. Send full information to WLLY.
Richmond, Virginia.
Want salesman who likes modern, well produced
independent radio of today, and is willing to
work. Good guarantee, top commission incen-
tive, enjoyable Florida living. One of America's
fastest growing markets. Bob Benson, Manager.
WPFA. Pensacola.
Wanted immediately — salesman-announcer. Come
grow with us. WZRO. Jacksonville Beach. Florida.
Announcers
S160 a week for DJ — with flowing conversational
delivery (breezy and informal) — sportscast pace.
Adept at reading album liner-notes. Wanted by
midwest — Great Lakes area station. Box 692G.
B'T.
Help Wanted— (Cont'd)
Announcers
Combo man with first phone . . . emphasis on
announcing. Addition to staff, 40 hour week.
Salary commensurate with ability. Send tape
which will be returned. Box 599G, B'T.
Wisconsin news, music station wants first ticket
combo man. Box 716G, B'T.
Girl disc jockey. Must have personality and abil-
ity. Air and other work in station. Box 778G, B'T.
Top pay for PD-morning man with sell-ability.
Must be able to handle personnel, program in-
dependent kilowatt going to 5. Experience re-
quired. Fishing, golf, winter sports area, in
Northeast. All replies confidential. Send tape, re-
sume to Box 804G, B'T.
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 20tf per
word
$2.00 minimum
• HELP WANTED 25tf per word
$2.00 minimum
• All other classifications 30# per word
$4.00 minimum
• DISPLAY ads #15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Job with a future for qualified staff announcer
with several years deejay experience Illinois kil-
owatt independent. News writing ability help-
ful. Liberal bonus, other fringe benefits, personal
interview necessary. List age, education, experi-
ence in detailed resume. Box 822G, B'T.
Experienced combination announcer-salesman for
Florida station. Salary, commission, car allow-
ance. Send tape, photo and full particulars. Box
849G, B-T.
Combo, man, 1st phone, emphasis on announc-
ing S85 per week. Minnesota station. Box 853G,
B-T.
Thoroughly experienced announcer for independ-
ent station near New York City. Minimum, 4
vears legitimate commercial experience, strong
on di work. Box 866G. B'T.
Morning dj and sales can start you at S600.00 per
month. If you are worth it, you'll be making
more the second month. Must be stable, person-
able, ambitious. Box 894G, B'T.
Announcer-copywriter: Immediate opening. Start
S85.00 per week. Commission on sales. Box 895G,
B'T.
Opening for first class announcer-engineer at 5
kw independent. Also need radio time salesman:
substantial guarantee, high commission. For
either position send recent photo, qualifications,
and if possible taped voice sample. KCHJ, P. O.
Box 966, Delano, California.
50 KW CBS station offers good pay, good hours
for staff work to mature sounding experienced
announcer. Send tape, photo and background to
Frank Page, KWKH, Shreveport, La.
Help Wanted— (Cont'd)
Announcers
Montana, Glendive. Experienced radio announcer,
preferably 1st phone. New downtown radio-tele-
vision facilities. Write details, salary needed.
Dan Palen, Manager, KXGN.
Tampa's most influential radio station needs a
young, production-minded crackpot. WALT offers
an opportunity for a live-wire announcer, pro-
duction-man in a position of growing importance.
Send tape, resume, photo to Production Manager,
WALT Tampa, Florida. State base salary require-
ments.
Wonderful opportunity for announcers with fun-
damental broadcast experience. Favorable work-
ing conditions. Send tape, photo and resume to
Radio Station WARK, CBS, Hagerstown, Mary-
land.
Are you an experienced radio man with a top
quality voice? If so, you're the man we're look-
ing for. Brand new operation on the air soon.
Salary commensurate with voice and ability.
Rush your tape and letter to WDOL, P. O. Box
429, Athens, Georgia.
WFAR, Farrell, Pa. Salary open. Top working
conditions.
Experienced combo man, accent on announcing,
workable knowledge of engineering, first phone.
Job pays $100 a week. Send tape and resume to
WHUC, Hudson, New York.
Successful midwest kilowatt has opening for
general staff and news announcer. Qualifications:
pleasant voice; flub-free delivery; sufficient ex-
perience to handle job in serious, professional
manner. Complete resume with references, photo
and tape to WMIX. Mt. Vernon, Illinois.
Announcer for local station in Georgia — college
town. Send tape, details to WWNS Statesboro,
Georgia.
Technical
Two first class engineers, no announcing. Excel-
lent working conditions. Salary commensurate
with experience. Permanent positions. Immediate
opening. Central Pennsylvania. Box 626G, B'T.
Engineer to cover several states, installing and
servicing specialized audio devices. Good salary
plus expenses. Transportation supplies. Applica-
tion should include hst of experiences and ref-
erences. Personal snapshot must be included (not
returnable). Box 775G, B'T.
Engineer wanted: Combo, engineer and an-
nouncer. Job immediately. Prefer family man.
Send photo, qualifications, east Texas station.
Box 802G, B-T.
Wanted: Man with first-class phone for engineer
position with small radio station. If interested
write, Manager, P. O. Box 950. Dillon, Montana,
stating qualifications and salary.
First phone combination. Technical and announc-
ing. Pioneer Oregon station going to 5 kw within
month. Modern transmitter building, finest equip-
ment. Prefer western man. Permanent, good
salary. Ideal living. Must have experience. KBND,
Bend. Oregon.
Assistant chief with voice, to chief of 5 kw full-
time station. Contact Manager, KMED, Medford,
Oregon.
Chief engineer with good announcing voice. Must
be able to maintain composite equipment. Send
full details and tape. KWG Stockton, California.
First class engineer. Contact Radio Station WGSM
Huntington, Long Island. New York.
Engineer with first-class license. Radio and tv
experience. Paid hospitalization and insurance.
Union scale. Give full resume first letter, enclose
recent snapshot. Write Chief Engineer, Radio Sta-
tion. WJEF. Pantlind Hotel. Grand Rapids, Mich-
igan.
First phone engineer-announcer for permanent
position with progressive newspaper owned arr.
and fm station located in heart of northern Indi-
ana's lake region. Interested men may call col-
lect. Fred Gesso, WRSW Warsaw, Indiana.
m g± \ m § nrv'WFWM wwfh mm/" you look at itf a classified ad on tnis pa9e is /our
x w %\W ^wM^\ M B #1 mm m m WW WW best bet in getting top-flight personnel
Broadcasting • Telecasting
June 3, 1957 • Page 91
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Programming-Production, Others
Radio copywriter wanted by top southwestern
station. Must be professional. Box 753G, B«T.
Continuity writer for large independent station.
Excellent* salary. Box 779G, B«T.
Experienced copywriter for Texas 1 kw daytimer
Send full details and sample copy first letter.
KFRD, Rosenberg, Texas.
Young woman continuity writer. Immediate
opening, qualified by experience or college train-
ing in journalism or radio speech, write adver-
tising copy. Fulltime, must be proficient typist.
Personal interview required. WKAN, Kankakee,
Illinois, 36633.
Radio continuity writer. Capable woman with
some experience writing radio copy. Address
Program Director, WOC-Radio, Davenport, Iowa.
Include copy samples, snapshot and experience
resume.
Girl to handle traffic and some correspondence.
Excellent pay to the right girl. WPAQ, Mt. Airy,
N. C.
RADIO
Situations Wanted
Management
Seek station manager position in middle-west. 15
years thorough experience, all phases. Both indie
and affiliated. Presently top salesman for one of
nations leaders in half million market. Excellent
references. Box 862G. B'T.
Present commercial manager, ten year back-
ground all phases, ready for manager. Have what
you need. Prefer northern midwest. Box 881G,
B«T.
Sold on radio and selling it. Proven ability to
train and manage staff as a close-knit, productive
unit. Salesman for seven years, last two as sales
manager and manager of 5 kw. Family man, 31.
Present income $9100.00. manager or commercial
manager. Prefer midwest or southwest. Refer-
ences. Box 885G, B-T.
Consistent sales builder wants management of
eastern medium-small station, 14 years experi-
ence, all phases radio-tv. Box 904G, B»T.
Managerial opportunity desired by top station
salesman. Experienced all phases. Box 908G. B«T.
Sales
Hardworking, imaginative salesman who can
double as PD, announcer. Excellent experience
record. Prefer Texas, Arizona, New Mexico. Box
811G, B-T.
Situations Wanted — ( Cont'd )
Sales
Top salesman-air personality. Reputable, mature,
good sales record, know business. Interested re-
locating. Box 871G, B«T.
Salesmanager-salesman. Well known, mature,
successful. Desires opportunity in live market.
Box 872G, B-T.
Salesman-dj-newsman. Hard worker. Completely
experienced. Interview preferred. Box 876G, B-T.
Over ten years sales experience including radio
and tv. Family man seeking radio or tv sales
with future, prefer south. Box 888G, B-T.
Experienced salesman, announcer. Married, edu-
cated, sober, veteran. Better situation desired.
Box 900G, B-T.
California only! Experienced salesman presently
employed. Married. Box 912G. B»T.
Four years experience, first phone, announcing.
Competitive market south or Texas. Ben Louden,
105 South Main, Svlacauga, Alabama, phone CH
5-7181.
Announcers
Announcer-engineer first . . . California location.
Nine years present northwest employment. Tape
will convince $125 minimum. Box 709G, B»T.
Finally left Korea! Recently discharged vet, 23,
college grad, seeks DJ-news slot with young,
progressive outfit. 5 years broadcasting experi-
ence. Board work, references. Available June 1.
Box 840G, B-T.
Topnotch, country dj, staff announcer, pitchman
must relocate in southern California. Experi-
enced, reliable, good references, voung and am-
bitious. Box 844G, B'T.
Four years staff-pop deejay. 25, married, college.
Desire city with minimum population of 40.000.
Great Lakes, east, midwest. Negro. Absolutely no
racial accent. Presently staff-pop deejay south-
ern-border state. References. Box 846G, B'T.
Ohio — Experienced announcer, programming, pro-
duction. Staff, remotes, dj, know music, college.
Good appearance. Box 858G, B'T.
Staff announcer, first phone, no maintenance, ex-
perienced, college, married, employed. Box 864G,
B-T.
Morning-night dj, four years. Presently employed
on American Forces Network. Germany. Avail-
able July Seventh. $100 minimum. Box 867G,
B'T.
Situations Wanted — (Cont'd)
Announcers
Attention: Fast moving station. Hard-working
announcer to do sports interview, play-by-play
and recap; also regular type interview, news and
dj work. Friendly personality, good voice for
commercial work. Have experience. Bachelor of
Speech Degree. Can do same type of work in
television. Will travel. References, tape available.
Box 869G, B'T.
Experienced staff announcer with first class
phone license. Prefer eastern states. Box 873G,
B'T.
Negro dj, versatile, all phases. Good board opera-
tor, travel. Box 874G, B'T.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please.
Go anywhere. Box 875G, B'T.
Girl-personality, dj. run own board, eager to
please. Free to travel. Gimmicks and sales. Box
877G, B-T.
Hillbilly type personality, four years rauio ex-
perience. Excellent guitar player. Good voice,
large reoertoire of songs. Will consider tv. Box
879G, B-T.
Fast paced dj. 3 years experience, hard sell,
family. Box 884G, B'T.
Family man, top voice, 10 years experience, de-
sires permanent change. Presently employed in
and prefer large market area. Strong on "sports
play-by-play and news. College education plus 50
kw and tv background. Box 889G, B'T.
Attention Connecticut. Announcer, deejay, cur-
rently working Atlanta desires change. Hard
working, sober, married. Some college studied
voice. 26. Love radio. Looking for steady job
along eastern coast, north or south. Tape, ref-
erences. Box 903G, B'T.
Graduate of radio and television school desires
announcer, dj position, will travel, married, draft
exempt. Tape and resume available. Box 906G,
B'T.
Beginner desires position southwest. BA in
speech. 25, one year fm station experience, ad
copy, sales. Box 913G. B'T.
Announcer with 3 years experience wants job in
north, preferably within 250 miles of Chicago. $80
a month. 24 years old. married, veteran. Box 914G,
B'T.
Announcer, 6'2 years experience all phases. Mar-
ried. Desires sound operation. Box 915G, B'T.
Play-by-play, staff 3 years experience. Northeast
or midwest. Air check. Married. Box 916G, B'T.
Not a floater, but a reliable, commercially experi-
enced announcer seeking position in larger mar-
ket. Single, vet, will travel. Strong on news, com-
mercials and all types of dj work. Box 917G. B'T.
First phone announcer. Former Air Force com-
munications officer, married, Florida college
graduate, seeks Florida position. Tape from Bill
Draper, 24 Lee. Rockville Centre, New York.
Experienced. Available immediately. Cal Har-
vey, General Delivery, N. Wilkesboro. N. Caro-
lina.
Radio announcer seeking permanent position in
radio and tv. Station located in southwest. One
year radio experience, some movie experience,
22 years old, married and knows good music.
Call Jim Hepper, Mobridge, S. D.
Staff announcer, excellent radio voice, veteran,
27, single. Top references. Car, prefer midwest.
Limited experience. Resume, tape, photo avail-
able. Marty O'Neill, 4521 W. Monroe, Chicago.
Opportunity presently employed top personality
dj. 25. single, college, veteran. Experience metro-
politan market and Noemac Stations. Employer
knows of ad will give high recommendations.
Consider all replies. George Peterson, 150 Vic-
toria Road. Spartanburg, S. C, or call 3-2123 or
3-2727.
Sports and staff announcer, 4 years experience
and college graduate. Emphasis play-by-play. Ra-
dio advancement, television opportunity. Pres-
ently employed. Charles Phillips, Circle Drive,
Greenville. Tennessee.
1st phone, excellent pop music background. IV2
years radio school, finest references, some writing
experience, tape, single, reliable, available im-
mediately. Prefer northern California. Eddie
Scherr. 173 N. Almont Drive, Beverly Hills, Cali-
fornia.
Sports announcer, four years experience in all
fields. Excellent play-by-play in all sports. Com-
petent staff announcer. Seeking advancement.
References. Tape. Dick Shilvock, Station KASL,
Newcastle, Wyoming.
ANNOUNCERS
Radio stations throughout the country are
rapidly converting to "combo operation".
Keep pace with the trend — protect your se-
curity— get your first class F.C.C. license without delay. Put yourself on the preferred list
for better, higher-paid positions. A first class F.C.C. license gives you the advantage over
otherwise equally qualified applicants. We have trained thousands and can prepare you,
too, for a first class F.C.C. license in a minimum of time. Our 32 page booklet, Opportuni-
ties in Electronics, explains how you can prepare for this all-important license quickly,
through home study or in resident classes. This booklet is free. Write for it today.
Our Guarantee
If you should fail the FCC
exam after finishing our
course, we guarantee to
give you additional train-
ing at NO ADDITIONAL
COST.
FCC-Type Exams
FCC-type tests are used
throughoutthe Grantham
course. Constant practice
with these FCC-type tests
helps you prepare for the
actual FCC examination.
MAIL COUPON TO SCHOOL NEAREST YOU
GRANTHAM SCHOOLS, Dept. 12-M
821 19th St., N.W., Washington 6, D. C. or 1505 N. Western Ave., Hollywood 27, Calif.
Please send me your free booklet, telling how I can get my FIRST CLASS
FCC license quickly. I understand there is no obligation and no salesman
Name
Address.
_City.
.State.
I am interested in: □ Home Study □ Resident Classes
Page 92 • June 3, 1957
Broadcasting • Telecasting
RADIO
Situations Wanted — (Cont'd)
Technical
Chief engineer, Washington, D. C, vicinity (Mary-
land, Virginia or West Virginia). Twenty years
experience am-fm and tv including color, both
network center and smaller stations. Graduate
engineer. Extensive administrative experience.
Box 576G, B'T.
Engineer, 10 years am experience. Ham 27 years.
No announcing. Permanent. Box 868G, B'T.
Engineer, 1st phone. 6*2 years experience, tv and
radio, college and night-school training, some
micro-wave experience former am chief, don't
drink. Permanent only. Box 878G. B-T.
Chief engineer 20 years broadcast all powers
familiar with DA and construction. Family man,
want permanent connection. Box 890G, B'T.
Thoroughly experienced chief engineer with $10,-
000 to invest wants permanent working connec-
tion with established station. Box 891G, B'T.
Programming-Production, Others
Experienced women's director, some tv. Versatile,
strong sell, community relations — well versed
other station functions. Wishes to relocate with
progressive organization, larger market. Profes-
sional growth potential important. Box 742G, B'T.
Newsman — all phases. Ten years radio experience.
Tape and copy on request. Box 776G, B'T.
Program director, able to handle operations, also
announce and direct. Box 806G, B'T.
Program director, experienced in compiling lo-
cal newscasts. Have been successful at selling
radio time. Prefer medium or small market, south
or southwest. Box 810G, B'T.
Continuity; fast, efficient, versatile woman writ-
er. Excellent references. 11 years experience
radio-television. Available immediately. Box
813G, B'T.
Experienced program man wishes to relocate in
southeast. Box 821G, B'T.
Experienced program director seeks position with
forward looking radio station stressing program
originality and community relations. Skilled
writer-announcer-producer. Family. Background
data and taoe on request. Available about July 1.
Box 856G, B'T.
Wants to break into sales or production. Op-
portunity wanted by young, married man with
four years of air work. Emploved, college, pre-
fer south or southwest. Box 880G, B'T.
Young minister desires position with affiliated
church radio station. Box 901G, B'T.
TELEVISION
Help Wanted
Management
Sales manager with energy and ideas can go far
in this job with vhf in rich southwest market.
Box 749G, B-T.
Right hand man to assist manager of south-
western vhf. Must be capable of taking active
part in sales, production, programming and pro-
motion, and directing station staff. Excellent
opportunity for qualified man seeking advance-
ment. Give all details including experience and
present salary. Box 788G, B'T.
Promotion manager VHF television only, Denver.
Prefer TV promotion experience in west. Sub-
mit qualifications and salary to Box 865G, B'T.
Sales
Hard-working commercial manager for estab-
lished vhf station in one of Texas' fastest grow-
ing markets. Box 750G, B«T.
Television sales. Salesman, young, personable,
free to travel, sell special television promotion
package. Expenses during training, commission
when qualified. Give previous selling experience
and as many particulars as possible. Box 755G,
B'T.
Salesman, television. Active account list of local
and area clients. Position open immediately.
Base and incentive plan. Old established opera-
tion with excellent network, facilities and wide
acceptance. Southern area. Give complete story
with photograph, first letter. Box 817G, B'T.
Experienced salesman with good record to join
happy, well-paid staff, Iowa, full power, VHF,
CBS high-rated operation. Box 848G, B'T.
Wanted: Experienced salesman interested in
making $250.00-300.00 per week, live in pleasant,
warm and healthy community. Progressive man-
agement, station coverage dominates Arizona.
Write particulars. Box 892G. B'T.
TELEVISION
Help Wanted— (Cont'd)
Sales
Have sales and announcing position open at VHF
Network station. Located in one of the fastest
growing sections of the southwest. Contact Box
910G, B'T. for full particulars.
Salesman to replace senior member of staff now
servicing substantial list of major accounts.
Highly attractive guarantee and incentive ar-
rangement. WFBM-TV, Indianapolis, Indiana.
Wire or write Commercial Manager, Don Menke.
Announcers
Television-radio announcer with quality voice,
pleasing appearance and ability to sell product.
Texas stations. Box 748G, B'T.
Producer-announcer with ideas, energy. Texas
station. Box 752G, B'T.
Announcer. Pennsylvania station wants man for
on-camera and booth work. Good salary for the
right applicant. Send photo and resume to Box
847G, B'T.
Wanted: Tv pitchman-announcer, Denver market.
Must be high-pressure salesman who will not
burn viewers with his steam. Excellent oppor-
tunity for right party. Send audition film and
written resume. No discs or tapes. Box 909G, B'T.
Opening for top-flight announcer strong on news
and commercials. Will consider radio announcer
seeking tv opportunity. Good salary. Contact
Burton Bishop, KCEN-TV, Temple, Texas.
Immediate opening for on-camera announcer
with some previous experience and ability to sell
the product. Unlimited opportunity to work into
producing or directing. Sales experience could
produce additional income. Ray Smucker, KIVA
(TV), P. O. Box 1671, Yuma, Arizona. State
6-8311.
Florida vhf seeking announcer-director with
commercial television experience. Position avail-
able immediately. Top pay for right man. Tape,
brochure, picture to Program Director, WCTV,
P.O. Box 3166, Tallahassee, Florida.
Technical
Television engineer. First class license. Excellent
pay and working conditions. Major southeastern
market. Network station. Send detailed resume
to Box 782G, B'T.
Transmitter engineer for mid-west station. One
of nation's top stations. Salary, vacations, other
benefits above average. Finest equipment. Ra-
diotelephone First License required. State ex-
perience, education, and provide a recent snap-
shot. Box 800G, B'T.
Wanted, operator with 1st class license. Excellent
opportunities. State experience and salary re-
quirements. Box 887G, B'T.
3 engineers by June 15th. 1 year studio or trans-
mitter maintenance experience, first phone li-
cense. Pay $5,100, with excellent vacation, retire-
ment, sick leave and other public school employ-
ment benefits. Contact immediately, Herb Evans,
WTHS-TV-FM, 1410 N.E. 2nd Ave., Miami, Flor-
ida.
Television studio and transmitter engineer. Im-
mediate opening with progressive, well estab-
lished company for first phone licensed man.
Full resume salary desired, recent snapshot with
first letter. Herbert H. Eckstein Sr., Chief En-
gineer, WTVO, P.O. Box 470, Rockford, Illinois.
Programming-Production, Others
Award-winning midwest television newsroom
looking for radio or television newsman. Must
be good beat man. Box 651G, B'T.
Director-announcer with dependability and orig-
inality. Must be able to switch. Box 746G, B'T.
Film editor with good background. Texas vhf.
Box 747G. B'T.
Continuity writer, television-radio experience.
Must be able to turn out copy with speed, imag-
ination. Box 751G, B'T.
Director-announcer, midwest NBC-TV affiliate,
medium market. Emphasis on direction. Send a
photo and resume to Box 851G. B'T.
Tv continuity writer. Capable woman with mini-
mum of one year's experience writing tv copy.
Ability with variety of accounts and to meet
well with clients necessary. Address Program
Director, WOC-TV Davenport, Iowa. And in-
clude copy, samples and snapshot together with
experience resume.
Immediate opening for traffic manager. Tv only
operation. Send information to the General
Manager, WTVO, Rockford, Illinois.
STATION OWNERS
SET THE RULES
IN OUR SERVICE
!f you are considering a sale,
your price and terms are the first
order of business. If we feel they
are too high or too low, we will say
so. Once they are agreed on, we
accept them as the basic guide in
finding a qualified buyer.
Before negotiations begin, you
can be sure that our buyer knows
your thinking, and is prepared to
act without exhaustive bargaining.
There can be honest differences
of opinion, of course, on the worth
of a property. Most sellers, since
they were once buyers, know that.
It is our job to conduct discus-
sions with both parties on a digni-
fied and frank basis; respecting con-
fidences; protecting equities, and
making sure that differences are
resolved whenever possible.
ALLEN KANDER
AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye Street, N.W. Notional 8-1990
NEW YORK
60 East 42nd Street Murray Hill 7-4242
CHICAGO
35 East Wacker Drive Randolph 6-6760
Broadcasting • Telecasting
June 3, 1957 • Page 93
TELEVISION
TELEVISION
FOR SALE — (Cont'd)
Situations Wanted
Management
General-sales manager — 8 years radio sales and
management — 4 years tv sales manager — strong
local and national sales in competitive markets.
Strong promotion-programming. 35 years old.
Presently employed. Write Box 783G, B»T.
Sales
Sales manager radio-tv. Available either or both.
Married, degree, excellent background produc-
tion, news, sales and management. Want con-
genial surroundings, advancement, permanency.
Box 852G, B»T.
Veteran, 25, family, college, 2\'2 years tv, promo-
tion, film, floor. Desire combination sales and
direction. Box 870G, B«T.
Announcers
Eleven years all phases radio-tv announcing.
Top references. Box 793G, B«T.
10 years background, announcer-director-pro-
gramming. Successful children's, news, weather,
wrestling shows. Looking for progressive opera-
tion offering advancement. Box 805G, B»T.
TV newscaster-announcer. Seeking challenging
opportunity for betterment. Presently employed,
past two years, by one of midwest's top tv-radio
operations. Four years tv. 6 radio. Pleasing looks
and authoritative voice. Desire to settle perma-
nently. Box 854G, B«T.
Staff and sports play-toy-play. Seven years ex-
perience all phases. Would like shot at television.
Box 855G, B»T.
Sportscaster, 9 years experience, radio-tv. Wants
major market shot. Top tv-radio play-by-play
all sports, MC, public relations, news, prefer
radio-tv combo. Family, vet, college grad., cur-
rently employed. Top references, sof audition,
tapes on request. Box 861G, B»T.
On camera announcer, creative director. Can
handle personality show. Aggressive, ambitious.
Family, late twenties. Box 883G, B«T.
Experienced woman broadcaster, professional
dramatic training, writing experience, knowledge
of typing and shorthand, wishes to join tv pro-
duction staff. Washington, D. C. area. Phone
LOgan 7-2494.
Situations Wanted — (Cont'd)
Programming-Production, Others
Director, 4 years experience. 7 years R-TV an-
nouncing. 31, mature, degree. Budget-conscious,
creative. Box 818G, B«T.
Graduate, tv school desires work of any type.
Single, draft deferred, will relocate. Box 843G,
B-T.
TV director. Ambitious. Good record for ability
and reliability. ZVz years in all phases of produc-
tion. Wants opportunity with a growing produc-
tion team. Box 845G, B»T.
Alert news photographer, experienced all phases
television photographic production, editing, news
writing. Organizational ability. Wishes to pro-
gress with expanding Tv station. Box 860G, B»T.
Young woman, college graduate, 10 years ex-
perience radio-tv traffic and operations manage-
ment, wishes to relocate with progressive tv
station in larger market. Box 863G, B«T.
Exchange phones for pencil! Director, three
years experience every department tv. Desire
ass't. Programming-operations. Family, college.
Box 882G, B«T.
Program manager or assistant. TV newsman
wants to move up. Have varied program ideas,
know production problems, plus experience radio
announcing and special events. MS, family man,
28. Box 902G, B«T.
Television training plus thorough photographic
background. Married, salary open, resume tells
all. Ted Fishkind, 1925 Lilac Drive, Westerbury,
N. Y.
FOR SALE
Stations
Midwest, daytime station, single station market,
$48,000 full price, $18,000 cash, balance terms. Box
841G, B«T.
Absentee owner seeks 50% partner-manager for
promising single-station New England kilowatter.
If you have know-how, this is it! $10,000 cash
required. Box 898G, B»T.
Stations
Texas daytimer, one station market, excellent
potential for owner-manager. $20,000.00 cash, bal-
ance $400.00 month. Box 911G, B»T.
Sold. 40% of all the broadcast stations listed with
this agency since its establishment. Private, con-
fidential service. Ralph Erwin, Broker, Tulsa.
California-Combination fm station Hi Fi music
store, major market, asking $45,000 Exclusive —
Wilt Gunzendorfer and Associates, 8630 W. Olym-
pic, Los Angeles.
Central New York State, 250 watts, 1230 kc, serv-
ing prosperous manufacturing and dairy-farming
area. Fulltime license. Real community station,
no affiliation. AP service. $42M gross, $30M exp.
Price to sell. Our No. 9935. May Brothers, Bing-
hamton, New York.
The Norman Company, 510 Security Bldg., Daven-
port, Iowa. Sales, purchases, appraisals, handled
with care and discretion, based on operating our
own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Wyoming, quarter kilowatt network, $17,500 down,
terms. Exclusive — Wilt Gunzendorfer and Asso-
ciates, 8630 W. Olympic, Los Angeles.
Equipment
For sale: 12 kw GE uhf transmitter, frequency
modulation monitor. Unusual opportunity. Box
734G, B»T.
Tapak, portable recorder, hardly used, price
$250 cash. Box 842G, B«T.
5 kilowatt transmitter, Westinghouse 5HV-1, ex-
cellent condition. Presently operating on 610 kc.
Complete with tubes and crystal. Best offer
takes. Also 7 RCA 70D transcription assemblies,
original equipment. Box 896G, B«T.
For sales; one new Bliley Electric Company crys-
tal, plug in type to fit transmitter for 1570 kc,
type number BH8, serial number 554. Also, one
1570 crystal for General Radio Company fre-
quency monitor. Will sell both for $120.00. Write
P. O. Box 644, Brookhaven, Miss.
For sale: Gates 1,000 watt transmitter, used 2
years in daytime station; Gates monitors; 225
foot tower, with lights and light controls, now
standing; co-ax cable, 1 RCA turntable with
pick-up and filter; 1 cabinet back; one open
rack; one PO 3 RCA remote amplifier; Altec
limiter; monitor speakers and cabinets and other
miscellaneous items. Write WDOR, Sturgeon
Bay, Wisconsin.
Have Truscon self-supporting tower, 140 feet, and
Wincharger guyed tower, 192 feet. Need 200 foot
self-supporting for AM-FM use. Interested in
selling or trading. WLAG, LaGrange, Georgia.
16 mm. film processor. Houston Model 11 — nega-
tive, positive, or reversal. 25 feet per minute.
Temperature control water jacket. Refrigeration
unit recently rebuilt. Available for immediate
shipment— $2,500.00. Write or phone: WTTV,
Essex House, Indianapolis, Indiana, Melrose
5-8656.
Commercial crystals and new or replacement
crystals for RCA, Gates, W.E. and Bliley holders;
regrinding, repair, etc. Also A. M. Monitor serv-
ice. Nationwide unsolicited testimonials praise
our products and sevice! Send for catalog. Eidson
Electronic Co., PR3-3901, Temple, Texas.
For sale: RCA 76B4 consolette, power supply,
two RCA 70A turntables in cabinets. Remote
Service Plan, 548 Sheffield Ave., Brooklyn 7, New
York.
WANTED TO BUY
Equipment
Wanted: 1 kw W. E. AM transmitter type 443-
Al. Quote price and delivery. Write Box 814G,
B«T.
Want RCA-FM amplifier 10 kw. Also four-sec-
tion pylon or six bay ring type antenna for
high end of FM band. Box 820G, B»T.
All types of studio and transmitter equipment,
both low and high channel. State condition,
make, and price. Box 886G, B«T.
INSTRUCTION
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive. Dallas. Texas.
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
Broadcasting • Telecasting
TOP PEOPLE NOW READY IN MIDWEST
TV and Radio
Production,
Announcers
Classes have just
completed training in
both TV Production
and Radio Announc-
ing in our Chicago
studios. They have
had extensive, prac-
tical training, using
standard commercial
equipment under the
direction of profes-
sionals. For these
people in particular,
or for TOP TV people
in all sections of the
country, call our
Chicago school or
John Birrel at our
home office.
NORTHWEST
Television - Radio Division
m m mm ■ home office.
9VflwllL9 122! N. W. 2) st Avenue
Portland, Oregon . CA 3-7246
HOLLYWOOD, CALIFORNIA
1440 North Highland
HO 4-7822
CHICAGO, ILLINOIS
540 N. Michigan Avenue
DE 7-4504
Page 94
June 3, 1957
RADIO
RADIO
TELEVISION
Help Wanted
Situations Wanted — (Cont'd)
Help Wanted— (Cont'd)
Sales
Program m ing-Production, Others
Announcers
SALES ENGINEERS
Broadcast equipment manufacturer has
immediate openings for sales engineers
to travel and call on radio stations in the
following territories:
Mountain States (Denver)
Upper Southern States
South East
Technical background essential, prefer-
ably as chief engineer AM station. Per-
manent position. Many company benefits.
Salary, expenses and incentive bonus
system provides high earning potential
for aggressive sales-minded individual.
Send resume to
Box 419G, B«T
FIELD
REPRESENTATIVE
National industry organization has
immediate opening for Field Man
to handle member and prospective
member contact work. Radio and/
or TV sales experience desirable.
Nearly fulltime travel by own car,
mostly Northeastern USA. Salary
and expenses. Send complete re-
sume and photo first letter.
Box 824G, B»T
RADIO
Situations Wanted
Announcers
PRESCRIPTION: For Sad Station
Managers with "Unhappy Hoopers,
Poor Pulses and Anemic Nielsens!"
Daily shots by No. 1 Show Surgeon
now in major metropolitan market.
Holder of D.D.J, and A.S. Degrees
(Doctor of Disc Jockeying and Air
Salesmanship). Have instruments, (hit
records), will travel.
Box 83 1G, B«T
PROGRAM DIRECTOR
50,000 WATT MAJOR
EASTERN MARKET INDIE
LOOKING FOR NEW
OPPORTUNITY.
BOX 907G, B»T.
TV EMCEE
WHO COMBINE
GEORGE GOBEL AND BILL NIMMO
Not a Juvenile Dee-Jay . . . but someone who has
interesting things to say . . . who says them In a
way to compel attention. Needed to work with clients,
agencies, production and continuity people to produce
and deliver on-camera commercials that sell. No ap-
plicant considered without SOF clip or tape, photo,
resume of experience, and references, professional and
personal. Box 905G. B.T.
Programming-Production, Others
TELEVISION
Help Wanted
PROMOTION DIRECTOR WANTED
Young man with creative ideas for over-all
promotion and merchandising abilities needed
for live-wire television station. Qualities of
good follow through, co-ordination with people
in all departments and good judgment re-
quired. Newspaper owned. Send history, ref-
erences and picture. Present director promoted
to newspaper.
Sales Manager. WTVH
Peoria, Illinois
1
Sales
FOR SALE
TV SALES
Excellent Income
Local-regional position available
within 3-6 weeks and you should
be available within that time.
Major network station, excellent
market, eastern. Salary and com-
mission. Send full details and in-
clude photo.
Box 816G, B«T
Stations
UNUSUAL BUSINESS
OPPORTUNITY
Multiplex channels of maximum
power FM station available for
lease. Main carrier one of finest sig-
nals in major Eastern market — pop-
ulation over three million. Small in-
vestment, low overhead can make
this very attractive venture for en-
terprising individual or group. Write
Box 897G, B»T.
StV— — — StV— — SfV
OPPORTUNITY UNLIMITED!
"=0
Are you an asst. -mgr., a sales mgr. or a salesman in a small or medium-sized market with no
■X.
opportunity to advance in your station or market? We can offer unlimited opportunity to make
money in management in an expanding 8-station radio-tv chain, many located in the top 10
markets. Send complete background, photo to:
£t Tim Crow, Rollins Broadcasting * Telecasting, Wilmington, Delaware
L=„=
OiK.
:xtc
DOC
OiXZ
Oiid
OitC
one
We'll soon need:
3 Deejays 2 Newsmen
1 Continuity Writer
Expanding Northeastern major-market multi-station group. If you're
pro who can do a job in highly competitive markets, you'll like oui
organization. Salaries open — and good! Tell all first letter. Tapes retu
after careful audition. All replies confidential and staff knows of this ad.
Box 850G, B»T
\
I
i
I
I
Broadcasting
Telecasting
June 3, 1957
Page 95
FOR SALE
Equipment
TV EQUIPMENT
FOR SALE
1 — DuMont 303A test oscilloscope 5"
tube, illuminated scale, response
10 cycles to 10 mc.
1 — DuMont 323 test oscilloscope 5"
tube, illuminated scale, response
10 cycles to 10 mc, expanding vari-
able notching feature.
In use about 18 months. In excellent
working condition. Will consider any
reasonable offer.
Station WDBJ-TV
P.O. Box 150
Roanoke, Virginia
TEN AMPEX 350 RECORDERS
i AVAILABLE FOR JUNE DELIVERY
ALL NEW— FACTORY PACKED
J Rack Mounts, Portables, consoles
| At regular Net Prices
\ Write or call collect to:
I HIGH FIDELITY UNLIMITED
935 EL CAMINO REAL
MENLO PARK, CALIFORNIA
DAVENPORT 6-5160
EMPLOYMENT SERVICES
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
724 Fourte E nth Street, N. W.
WASHINGTON 5, D. C.
WE'VE MOVED TO PORTLAND
Our service is the same, though. Still the
Top Jobs and the Top People, with just the
Person or Job you're looking for.
Contact M. E. Stone, Manager ....
NORTHWEST RADIO & TELEVISION
EMPLOYMENT SERVICE
2118 N.W. Overton
Portland 9, Oregon— CA 3-7248
LOOK SOUTHWEST
For outstanding job opportunities and qualified
applicants in the radio-TV industry. Managers,
Announcers, Directors, DJ.'s, Newsmen, copy-
writers. Outline your experience or needs. Ra-
dio-Tv Dept., SACKS EMPLOYERS SERVICE, 438
Wilson Bldg., Dallas 1, Texas
INTERNATIONAL
6 New Tvs, 1 Am Radio
Among Canadian Bids
APPLICATIONS for six new television sta-
tions, one new radio station and numerous
station power changes will be heard at the
June 25 meeting of the board of governors
of CBC at Ottawa, Ont. The board also will
hear applications for share transfers of 18
stations and transfer of one station.
Three tv applications are in western
Canada, where CHCA Television Ltd., is
asking for a ch. 6 station at Red Deer, Alta.,
with power of 4.15 kw video and 2.08 kw
audio and antenna height of 714 feet. At
Prince Albert, Sask., Central Broadcasting
Co., which operates CKBI Prince Albert, is
applying for a tv station on ch. 5 with 61 kw
video and 36.5 kw audio power and antenna
at 798 feet above average terrain. William
D. Forst is applying for a tv station at Swift
Current. Sask., on ch. 5 with 9 kw video and
4.5 kw audio power and antenna 518 ft.
In eastern Canada, CHOV Pembroke,
Ont., is applying for a tv license on ch. 5
with 19.1 kw video and 9.5 kw audio power
and antenna of 503 feet height above aver-
age terrain. CKBL Matane, Que., is asking
for a tv license there on ch. 9 with 160 kw
video and 95 kw audio power and antenna
of 621 feet height. Henri Audet is applying
for a tv license at Three Rivers. Que., on
ch. 13 with 3.07 kw video and 1.53 kw
audio power and antenna of 591 feet height.
At the new nickel mining region of Moak
Lake in northern Manitoba, Marlene Beau-
doin. daughter of Canadian House of
Commons Speaker Rene Beaudoin, is apply-
ing for a radio station at the town site of
Thompson with 1 kw on 610 kc.
CKCO-TV Kitchener, Ont., is applying for
a power increase on ch. 13 from 31.4 kw
to 275 kw video power, from 16.9 kw to
142 kw audio, with antenna remaining at
928 feet above average terrain.
CHFI-FM Toronto, Ont., is asking for an
increase from 340 w on 98.1 mc to 9.45
kw on the same frequency, and antenna
height increased from 186 to 204 feet. The
station is located in downtown Toronto,
with its antenna on one of the tallest office
buildings.
CJET Smiths Falls, Ont., daytime station,
is requesting increase to fulltime operation
and frequency change with 1 kw power from
1070 to 630 kc.
CHLT Sherbrooke. Que., wants to in-
crease power from 1 to 5 kw and frequency
change from 900 to 630 kc. CKRB Ville St.
Georges, Beauce, Que., is asking for a power
increase from 250 w to 5 kw day and 1 kw
night, with frequency change from 1400 to
1250 kc.
CFGP Grande Prairie, Alta., wants to
up its power from 5 to 10 kw on 1050 kc.
CHLO St. Thomas, Ont., is applying for a
power increase on 680 kc from 1 to 10 kw.
CFOR Orillia, Ont., is requesting a change
in licensee name from Gordon E. Smith to
Radio Station CFOR Ltd., without affecting
control of the station. CKOK Penticton.
B.C., wants to change control of the sta-
tion, through share transfer from CKOK
Ltd., to M. Finnerty interests, now holding
40% of the station.
"FOR their activities in community
affairs . . . the establishment of an
editorial policy . . . inducing the
Province of Ontario to take action
. . . upon many municipal problems,"
Canadian Minister- of External Affairs
Lester B. Pearson (r), presents a
Beaver award to CKSO-AM-TV Sud-
bury. Ont. Robert Evans. CKSO news
editor (1), receives the award as
Roger Mitchell, member of Parliament
for Sudbury, looks on. The Beaver
Awards, established over a decade ago
by Canadian Broadcaster & Telescreen
Magazine, are considered the Cana-
dian equivalent of the Peabody
Awards.
CFOR, CKVR-TV Relay Approved
WHEN fire destroyed the transmitter build-
ing and equipment of CFOR Orillia, Ont.,
permission was granted by the Canadian De-
partment of Transport to transmit CFOR
through the facilities of CKVR-TV Barrie,
Ont. This unique setup meant that CFOR
listeners would have been able to hear the
radio station from sign-on to mid-afternoon
by turning their tv sets to ch. 3. Barrie.
The unusual relay was the idea of Ralph
Snelgrove. owner of CKVR-TV. When he
heard of the fire in Orillia, Mr. Snelgrove
offered equipment and personnel to CFOR
to aid the station in returning to the air. and
also obtained permission for the relaying of
signals. The relay system was not used, how-
ever, since CFOR was able to return to the
air within 24 hours after the fire.
Satellite CJOX-TV on Air
CANADA'S first satellite tv station. CJOX-
TV Argentia, operating on ch. 10. officially
went on the air last Wednesday, bringing tv
to an estimated 45,000 additional New-
foundlanders who had not previously been
covered by tv. This brought the total cov-
erage of the twin operation of CJON-TV
St. John's and CJOX-TV to 279,586 people,
the stations announced.
Film Exchange Meet Planned
PLANS are underway to stage an interna-
tional conference on the exchange of tele-
vision films during the Edinburgh, Scotland.
Festival Aug. 18 to Sept. 8, 1957. The pro-
gram is being drafted by Mr. Henry
Cassirer of the UNESCO tv branch in
Paris. The conference is aimed to attract tv
and film experts from various countries.
Page 96 • June 3, 1957
Broadcasting • Telecasting
Is Your,
BEST BUY
In The SCRANTON MARKET
ABROAD IN BRIEF:
U's FOR WEST GERMANY: Tv receiver
manufacturers are reported to be tooling up
fast for uhf sets now that vhf channels are
almost absorbed and West Germany Radio
Cologne and North German Radio Ham-
burg and others have ordered their first uhf
transmitters. Two experimental ones are al-
ready sending. But there are not, as yet, any
uhf receivers in Germany.
In another inter-media development, the
West German Newspaper Publishers As-
sociation has decided to initiate what is ex-
pected to be a long court battle to stop exist-
ing, semi-official tv stations from doing com-
mercials, and get private stations, currently
barred by law. admitted in their place. The
publishers realize that it may take years to
push this through the courts.
FEES FOR SWITZERLAND: The Parliament
is considering a bill that will finance tv
service through monthly license fees.
TV IN POLAND: The nation's newest tv
station was reported on the air the first of
this month in Poznan, according to Polish
Embassy officials.
PLANS IN MOROCCO: It's reported that
two tv stations will be built this year for the
benefit of American Armed Forces person-
nel. Locations are expected to be at Noua-
ceur and Sidi-Slimane Air Base.
BETTER RUSSIAN TV: A number of com-
plaints that programs are drab and unin-
spiring are said to have prompted the Soviet
Council of Ministers to form a State Radio
& Tv Committee.
NAPLES MOVIES SUFFER: Tv has sharply
cut box office take, and theatres plan to
close every Wednesday starting next week.
Some are reported fighting the challenge by
installing tv sets and showing the most popu-
lar shows during intermission.
Hong Kong Firm Completing
Closed-Circuit Tv System
A closed-circuit television system is about
completed in the British Crown colony of
Hong Kong. NBC correspondent Jim Rob-
inson reported last week. Hong Kong is
at the mouth of the Canton River, near
Communist China and its tiny 32-square-
mile area teems with 2,270,000 people.
Mr. Robinson reported a privately owned
company — Rediffusion Hong Kong — sup-
plied the sets at $10-a-month rental fee. He
said Rediffusion is installing about 100 sets
weekly with an initial installation of 1,500
sets. The installation fee is $5.
Optimism is high among Rediffusion of-
ficials, according to Mr. Robinson. Basing
future tv estimates on their radio operation,
which grosses more than SI 00.000 a month
on rentals alone, they appear convinced
Hong Kong television will be a "smashing
success."
The 16-inch tv sets are manufactured in
England and are "tropicalized"' for the hu-
mid climates.
The tv service will offer four hours of
daily programs consisting of a newsreel on
world and local events, filmed programs
the U. S. and England, locally produced
Chinese programs and public service cut-ins
from around the colony, the NBC newsman
said. But one big problem exists — language.
"It would seem there are more Chinese
dialects than Chinese people," he remarked.
IAAB, IPA Censure Paraguay
For Closing of Radio Stentor
THE Inter-American Assn. of Broadcasters
and the Inter-American Press Assn. have
jointly censured the government of Paraguay
for the closing of Radio Stentor, Paraguay,
and actions against its owner, Manuel
Caballero. This is the first time the Panama
Doctrine has been applied in connection
with a radio station. The Panama Doctrine
was drawn up by the IAAB and the IAP
to support free dissemination of information.
Musical interference appeared on Radio
Stentor's frequency last Nov. 8 during a
government broadcast aired on all Para-
guayan stations. Official opinion was that the
interference was not accidental, and Sr.
Caballero and the station's technical director
were arrested. Radio Stentor was closed. In
December, the station again was allowed to
broadcast, but was closed again four days
later on grounds the interference was due to
technical deficiencies and negligence of per-
sonnel, both punishable by law7. Another
order of arrest was. issued against Sr. Cabal-
lero. and he fled to Uruguay, where he re-
mains at present.
The IAAB and IAP. in their support of
Radio Stentor. denounced the station's
closing as a reprisal against a political op-
ponent, stating that "the closing of an organ
of information . . . constitutes an attempt
against freedom of information and expres-
sion and . . . injures the essential principles
sustained by the UN and the Organization
of American States, which the Government
of Paraguay promised to respect."
Sir A. Fforde New BBC Head
THE headmaster of Rugby School, Sir Ar-
thur Fforde, last week was appointed chair-
man of the British Broadcasting Corp. for
a five-year term starting Dec. 1 . He succeeds
Sir Alexander Cadogan in the post that pays
an annual £3,000 ($8,400). Sir Arthur be-
came headmaster of the school in 1948
after serving in a number of government
posts during World War II.
INTERNATIONAL SHORTS
Bradley, Venning & Hilton Ltd., Toronto,
Ont., advertising agency, enfranchised by
Canadian Assn. of Radio & Tv Broadcasters.
CKMI-TV Quebec City appoints H. N.
Stovin & Co.. Toronto, as exclusive repre-
sentative.
CHUM Toronto on May 27 began opera-
tion on 24-hour-a-day basis with new 2.5
kw transmitter on 1050 kc. Station had been
on air as a dawn-to-dusk station since 1945.
James Loviek & Co. Ltd., Vancouver, B. C,
opens office in San Francisco with firm
name James Loviek & Co.
Chart based on average
Pulse ratings for 12 quarter
hours . . . 6:00 to 9:00 AM
. . November, 1956
W A B C D E all
£ OTHERS
J For 27 years, Seranton's fop
salesman, Bill Pierce dom-
inates the audience in eight
^m Pennsylvania counties served
by WEJL.
Ifo&MEEKER
SCRANTON,
^^gJ [¥fr Trenton
AVAILABLE!
AGENCY AFFILIATION
IN THE WEST
A fast-firing, talent-loaded ad
agency. . . . COMPLETELY organ-
ized to service ... to hold ... to
boost. . . .
YOUR BILLING
as your
SUBORDINATE AGENCY
REFERENCE CLUES
Billing . . . Sl.538.000.00 in 1956.
More in '57!
Location . . . SECOND TO NONE
... in SATURATION . . . offices
and reps in Seattle, Portland.
Richland, Stockton, Salt Lake
City, Fort Worth. San Diego.
Long Beach. Phoenix and LOS
ANGELES. . . !
If you need WESTERN representa-
tion . . . and FULL CONTROL
assured for vour accounts. . .
BOX 385-G,
write or wire
BROADCASTING-TELECASTING
Broadcasting
Telecasting
June
1957
+
» Pase 97
THE P&G LINE, INCLUDING ALL THE SOAPS, DETERGENTS, TOILETRIES, TISSUES AND FOODS IN NATIONAL DISTRIBUTION
Page 98 • June 3, 1957
Broabcasting • Telecasting
HEADQUARTERS FOR WORLD'S LEADING SELLER OF SOAPS AND DETERGENTS — PROCTER & GAMBLE BUILDING, CINCINNATI
HOW P&G CLEANS UP WITH TELEVISION
Soap giant spends $60 million a year on tv — and counts every dime
by J. FRANK BEATTY
THE world's most successful seller of household cleansers is the
world's biggest buyer of television time.
Procter & Gamble Co. belongs to the select billion-dollar sales
club of American industry. Sales in its fiscal year 1957 (which ends
June 30) promise to reach or pass $1.2 billion.
To attain this volume P&G (1) produces a line of low-cost
cleansers, food specialties and toiletries found in 95% of American
homes and (2) spends close to $60 million a year (gross) for
television time.
This tv package, they say around P&G's cleansing cathedral in
Cincinnati, is "the biggest piece of advertising anywhere."
The story of the way P&G uses advertising media to move its
merchandise into 46 million homes is predominantly a broadcast
story. Once it was radio; now it's television.
P&G's miracle of merchandising in the last quarter-century oc-
curred simultaneously with two of the most important developments
in distribution history—
• The evolution of radio in the 30s and 40s into the leading
mass-influence medium of the era (and still the lowest cost of all
mass advertising methods), and
• The spread of television in the current decade into more than
four-fifths of all homes.
While the two broadcast media were changing the whole course of
selling history, P&G was fitting its marketing scheme into the pat-
tern. And while the No. 1 seller of cleansers was selling more of its
line (plus tissues, food specialties and toiletries) than competitors,
it dominated network and spot radio up to a couple of years ago,
and now dominates network and spot television ($43.4 million net-
work gross, $17.5 million spot).
Americans spend more than $13 billion a year for personal
grooming. P&G gets a whopping share of this business, and upward
spiraling shares in its non-cleaning lines, by a simple media formula
Broadcasting • Telecasting
that President Neil McElroy described to B«T in this cryptic way:
"We emphasize television because it sells our goods economically."
P&G spends three-fourths of its estimated $79 million media
budget on television.
A top agency executive who insists on anonymity summed it up:
"P&G is the most sophisticated advertiser, and the smartest, too."
In more than a century of advertising, P&G has developed a bag
full of selling tricks and doesn't care to discuss them. But anyone
who makes a careful study of P&G selling will discover that all
these tricks boil down to —
• Manufacturing inexpensive products used in nearly every home.
• Selling hard in language women understand.
• Using media that reach the largest number of women with
the most impact — principally network and spot television, sup-
ported by print media plus huge sampling and coupon deals.
This technique has sold so much P&G merchandise that the
company has close to three-fifths of the soap-detergent market, 25%
of edible items in its fields, 5% of toiletries (the figure's rising) and
10% of chemicals.
Four million women take home P&G merchandise every day.
Over half of their purchases are products developed in the last
decade by P&G's extensive research facilities.
What about the future?
P&G has enough new stuff in its laboratories to support several
major enterprises. Its researchers are playing atom checkers. Others
are dreaming of fantastic ways of keeping America clean by sonic
and ray gadgets.
"We*re keeping abreast of all these experiments." says Mr.
McElroy.
As to media trends, his company calmly converted all its net-
work broadcasting into television. Looking for the best and most
June 3, 1957 • Page 99
P&G'S MEDIA BUYING IN THE TV ERA
YEAR
NETWORK TV
c DOT T\/
SrUI IV
M CT'iA.' API/ DAniO
INEI WUKK KAUIU
IVIM U M 1 IN E 3
1950
$ 570,294
NA
$18,357,909
TVT A
NA
$ 4,574,oo4
1951
7,579,587
NA
18,lt>9,693
TVT A
JMA
6,714,411
1952
14,204,797
NA
16,23£>,025
NA
6,489, / 90
1953
14,790,061
NA
14,341,931
1VT A
INA
£L O OH A ^ O
0,DOO,4 / O
1954
23,701,228
NA
12,339,668
NA
5,983,813
1955
33,822,228
NA
8,189,584
NA
7,134,040
1956
43,457,339
$17,522,450
NA
NA
10,781,921
NA — Figures not available
economical media buys, Mr. McElroy says,
"We don't want to have all our eggs in one
advertising basket. We will use any and all
media — we want to sell our products. The
next media development will be color tele-
vision."
P&G was among the first to try color.
Emulating its careful pattern in embracing
television, the company is learning about
color on the NBC-TV Matinee.
Still using spot radio, P&G is marking
time on network radio for a while. "We're
trying to find new ways of using radio effec-
tively," Mr McElroy explains. "We've used
radio successfully in the past and hope to
use it effectively in the future. We're ex-
perimenting while it is going through
changes. We have an open mind on media."
Right now P&G figures network radio has
lost some of its effectiveness, especially for
daytime serials, and prefers the continually
expanding audience of feminine tv viewers.
Advertising, P&G style, is as near an exact
science as any service can be. a detailed
look at the company's selling setup will dis-
close. An advertising staff of 100 is directed
by able executives of long experience with
the company. President McElroy came up
the P&G ladder through advertising ranks.
"We are informed buyers of agency serv-
ices," they often say at P&G. Agreeing
whole-heartedly with this description are 10
P&G agencies — Benton & Bowles, Compton
Adv., Leo Burnett Co.. Campbell-Mithun.
Gardner Adv., Dancer-Fitzgerald-Sample,
H. W. Kastor & Sons, Grey Adv. Agency,
Young & Rubicam, and Tatham-Laird. P&G
has a history of staying with agencies once
it has selected them.
Here is a typical agency look at the situa-
tion, "P&G has learned over a period of
years to get the most out of its agencies. It
depends on agency recommendations before
buying time or space. The company is tough-
er than most clients because it expects its
agency to know radio, tv and P&G inside
out, and thanks to P&G these agency per-
sonnel are well-informed. Top agency per-
sonnel are always assigned to P&G because
it is one of the biggest accounts."
Another agency executive added, "They're
tough but they're good."
If advertising is a science at P&G, it's a
flexible science. Currently the company is
on a "new" binge in its copy — New Tide
does a better job than old Tide; extra-rich
Prell leaves hair looking radiantly alive;
new squeeze-comb Lilt; new pink Camay;
new pink Dreft; new Comet cleanser with
chlorine; Cascade, new, safe detergent; new
Big Top peanut butter, no oil separation;
new Instant Ivory Flakes; new Drene sham-
poo; Lilt Party Curl, new for children; new
condensed Dash; Oxydol. new detergent
with color-safe oxygen bleach; new, gentle
loy; new white Lava; new Blue Dot Duz (a
detergent competitor to Duz soap). After a
decade P&G has "made something even
better than Tide"" — new Tide with reserve
cleaning power.
COMPETITION IN THE FAMILY
Mr. McElroy is credited with developing
the art of inside competition. Tide, Duz,
Cheer, Dash (a low-sudser), loy, Dreft,
Ivory Flakes, Ivory Snow, Oxydol — all are
sold against one "another in various ways
with specialized uses emphasized. Tide clean
may be the cleanest, especially the brand
new Tide, but "today's Duz gives you whiter
sheets." Tide gets downright friendly by ad-
vising Cascade for automatic dishwashers.
If Mrs. America is worried about dish-
water or laundry-tub hands, P&G has some
answers: "Duz is the kindest possible to
hands"; Joy is "mildest for your hands";
Dreft is "lotion-pink, milder to hands."
Soap vs. synthetic detergents? "The soap
in Duz leaves clothes softer than detergents
can." But detergents long ago left the soap
business far behind and even venerable Oxy-
dol, Ma Perkins' favorite soap powder,
joined the synthetic family. Actually, both
soap and the newer synthetics are detergents.
P&G punches out its brand names with
emphasis, but gives little attention to pro-
motion of the corporate name in advertising
or on labels. For one thing, the name isn't
catchy; for another, it wouldn't synchronize
easily with the intra-company competition.
And there would be puzzles in brand
semantics if P&G were emphasized in copy
for the recently acquired lines of Duncan
Hines cake mixes, Charmin tissues, Big
Top peanut butter and Clorox.
Never losing sight of the fact that it's
aiming at 100% of the female public, P&G
wants its advertising to sound enthusiastic
and convincing. Constant advertising strat-
egy meetings are held at Cincinnati and P&G
people do a lot of traveling to agencies,
none of which have liaison or branch offices
in the headquarters city.
Under P&G's brand-man system, with
each brand having an executive responsible
for its marketing fate, decisions on copy
emphasis evolve from conferences — and the
P&G home office at Sixth & Sycamore has
constant and critical conferences. P&G
people follow ratings, know availabilities and
evaluate media impact. If a brand man is
unhappy about a favored copy emphasis,
the matter is moved up the executive ladder.
Each brand man serves under the adver-
tising manager of one of the three basic di-
visions— soap, food products, toilet goods,
P&G refuses to supply names of brand men.
explaining their responsibilities are shifted
frequently. January's Dreft brand man may
be directing Joy's destinies in June, and their
subordinates move around quite a bit. Refus-
ing to supply names and photos of brand
Page 100 • June 3, 1957
Broadcasting • Telecasting
SOURCES: Estimates of network television, of Advertising's spot tv reports prepared for
network radio, magazines, farm magazines TvB by N. C. Rorabaugh Co. Those of news-
and Sunday newspaper supplements are from papers are from American Newspaper Pub-
Publishers Information Bureau. Those of Ushers Assn., of outdoor from Outdoor Ad-
spot television are from Television Bureau vertising Inc., and of business magazines
from the Associated Business Publications.
NOTE: All estimates are computed at gross
rates; i.e., at the one-time media rate before
frequency or other discounts.
SUNDAY
SUPPLEMENTS
NEWSPAPERS
FARM
MAGAZINES
BUSINESS
MAGAZINES
OUTDOOR
TOTAL
ti r a r i inrn 11 rr\i a
MEASURED MEDIA
£?3, 196.409
L? H i L \ 1 OA"
001)0 t\ ~ ~
TV A
IN A
oOl, / ol
<5^i^l t\01
2,864, 1 30
11,314.460
— \ i\ **** —
d40, ioo
$ 55,ZUU
U
1,029,606
6,943.901
£ 1 t — >> "—
614, <37
24 1 ,600
0
9AA
A
44 300 518
1,566,419
5.684.981
560.092
299.300
0
50,135,501
1,136.245
6,810,061
99,800
302.900
0
57,494.858
1,238,151
5,903,734
0
380.400
41.597
79,325,592
men. a P&G spokesman said. "We've never
done it and won't do it now. Anyhow, it
would look like a college annual."
Two eighth-floor projection rooms contain
dummy tv sets with 21 -inch ground-glass
screens for rear projection simulating actual
home reception of a filmed program or com-
mercial. In addition there are normal tv
receivers, color sets, tape consoles, transcrip-
tion turntables and conference tables. An
art laboratory simulates a grocery store with
all sorts of display props. The shelves in-
clude competitors' products.
The bulk of P&G's tv commercials are on
film on the theory better control can be ex-
ercised. P&G copy people review commer-
cials with agencies, always asking two ques-
tions: Does the copv tell the story? Does
it sell?
Since it aims at women. P&G's advertis-
ing sounds like a woman's way of talking.
Superlatives abound, as they do in feminine
conversation — "cleanest," "softest," "kindest
to the hands."
The flexible rules of puffery allow P&G
to say something is best, but it must be able
to prove specific claims such as cleans best
or sudses best.
Now and then the Federal Trade Com-
mission in Washington aims a warning finger
and P&G proves its claims or complies. Com-
plaints are rare in view of the thousands of
claims made every week. Just to be sure it's
keeping claims pure, the company has an ex-
tensive system of legal checks.
"What's wrong with talking to women in
the sort of language they use themselves?"
P&G asks. "The superlatives, legitimate
puffery and reasonable excitedness are typi-
cally feminine." The legal eagles are charged
with the job of keeping advertising copy
out of trouble, plus another responsibility —
they must follow their warnings with "some-
thing you could say instead."
The growth of supermarkets, with their
shelves of toiletries and proprietaries, is
being watched carefully by P&G. Another
trend is the appearance of men in stores. If
there's any problem centering around the
role of the husband — mere cart-pusher and
banker, or important factor in brand selec-
tion— P&G will probably be the first to come
up with charts and statistics.
P&G answers consumers who wonder if
a $100,000 telecast increases the price of a
product by citing the mass-production con-
cept of the American^ economy with costly
equipment permitting low-cost output. Mass
selling spreads the cost of advertising, it is
explained, and broadcast advertising is as
essential in mass production as costly
machinery and high-speed packaging.
The intensive couponing, which is designed
to put a product into consumer use quickly,
is said to run upwards of $35 million a year.
P&G takes the position that advertising,
which creates an interest, and couponing,
which provides a quick stimulus to buy an
item, combine to do the best possible pro-
motion job. Backing this promotion is con-
stant research, a function that utilizes one
out of every six P&G employes. Six im-
provements were made in Tide, for example,
before it had been on the market a year.
P&G put Tide into first place among syn-
thetics and then confounded competitors
by bringing out Cheer and building it up to
No. 2 position.
Mcelroy, man at the top
Fitting these diversified functions into a
smooth-running organization is the job of
Mr. McElroy. No better evidence that he
does the job well is needed than the net
earnings figures: $2.44 per share for nine
months ended March 31, 1956; $2.63 for the
same 1957 period. Net earnings in the 1956
fiscal year were $59.3 million.
A recent study by the American Insti-
tute of Management gave P&G the highest
Broadcasting
Telecasting
possible management rating. Teamwork has
been developed into a fine art — almost a
form of managerial mechanization. From
the moment they enter this marketing pre-
sidio in Cincinnati in the morning, the mem-
bers of the battalion of hard-working and
hard-selling individuals think P&G, move
from one conference room to another, lunch
in an excellent low-cost payroll-deducting
dining hall with a walled-off executive
corner, confer some more and then troop
out promptly at 4:30.
Mr. McElroy takes fierce pride in his
people, and selects them carefully. "It's hard
to believe the degree we go to in search of
top-quality people," he said. "We even send
recruiting teams to Europe each year."
A Harvard graduate with a letter in
basketball (looks as though he still could
play), Mr. McElroy joined P&G in 1925
as a $100-a-month mail clerk. By 1940 he
was advertising-promotion manager, holding
this post during the period of intensive radio
selling, and in 1946 became general manager
under President Richard R. Deupree. In
1948. at age 44, Mr. McElroy became presi-
dent when Mr. Deupree moved up to the
board chairmanship.
P&G employes were among the first in
American industry to enjoy stock-ownership
benefits. Currently 95% of the 26.000 em-
ployes have stock interests, by far the largest
block among the 52,000 shareholders.
The zestful selling at P&G headquarters
inevitably leads to occasional neglect of com-
mercial niceties. A visitor or interviewer
whose mission is not apt to contribute quick-
ly to the marketing of goods may leave with
an unopened brief case or barren notebook.
"We find ourselves in a great many differ-
ent businesses," Mr. McElroy explains. "Our
operating executives are carrying such a load
of responsibility that the approach to them
must be through our public relations depart-
ment." Talking to Mr. McElroy, a genial
June 3, 1957 • Page 101
—
man of many attainments, is an easy and
pleasant experience but the detour around
his public relations moat is a long one —
perhaps several hundred miles. The public
relations folks quickly let a visitor know that
an unauthorized interview — about the only
kind — can be automatic grounds for dis-
cipline, even dismissal.
P&G's product advertising is much
stronger than its corporate promotion.
The recent American Institute of Manage-
ment study urged P&G to adopt a planned
program of institutional advertising to tell
about its progress in research, marketing
and management. The institute pointed out
that not all advertising must yield a direct
sales result to justify its expense.
Aggressive selling and market leadership
inevitably lead to tramped-on toes, and P&G
has done some tramping in its time.
Retailers' rumbles from time to time have
indicated displeasure with some of their
dealings with the leader in the detergent
field. If a store is unhappy about its profit
margin on an item, P&G can point to the
enormous popularity of many of its brands
and the fast turnover on the shelves.
Even the unhappy merchants will agree,
however, that the products are good and the
demand-creating techniques without peer.
To find out just what housewives think of
its products, P&G maintains a market re-
search staff of 200, directed by Dr. Paul
D. Smelser. Another 1,500 research people
are located in laboratories that are among
the finest in American industry.
Teams of young women travel around the
country contacting the one person whose
opinion P&G respects above all others — the
housewife. No matter how fine the product
in the laboratory, or how promising its po-
tential, the company lets the kitchen jury
do a lot of the deciding about the merits of
a new product. Some of these comments
provide fine promotion material and copy
themes. The product research program
commands the respect of all consumer in-
dustries.
P&G has its own kitchens, baking cakes
under varied conditions in search of product
betterment. To test its detergents, P&G takes
in the family wash of 100 Cincinnati fam-
ilies. There's a beauty parlor, too, where
half a head is washed with one shampoo,
the other half with another.
You can't fool the housewife, P&G is
convinced. It has found that test homes have
discovered tiny differences between prod-
ucts. The combination of laboratory and
field testing — pure and practical research —
are credited by P&G with much of the prod-
uct improvement. Here P&G feels it has
made notable contributions to pleasant and
comfortable living.
ADVERTISING ORGANIZATION
The advertising department operates under
Howard J. Morgens, executive vice presi-
dent. Reporting to him is W. Rowell Chase,
advertising vice president. A. N. Halverstadt
is manager of advertising production, over
Media Director Paul Huth overseeing broad-
cast and print associate managers whose
personnel rotate among various operations
as part of the P&G training policy.
E. A. Snow is in charge of advertising
for the soap-detergents division. C. C. Uhling
WHAT P&G'S
BRANDS
SPEND IN TV SPOT
(Billings for 1956)
Procter & Gamble Co.
$17,522,450
American Family
217,720
American Family
29,140
Biz Liquid
61,570
Big Top Peanut
1 O 1 O 1 *T A
1,693.880
Dreft
134,980 1
213,270
:8 Duz
743.500
Fluffo
147,610
1.609,620
Ivory Bar Soap —
1,024,660
Ivory Toilet Soap . .
15,720
Jif Peanut Butter . . .
47,650
1 .785,900
1.288,630
Lilt Home
201,570
774,220
Pin-It Home
7,210
226.030
Secret Cream
27,390
Secret Home
3,730
Shasta Shampoo . . .
9,170
991,250
Tide
513,820
Velvet Blend
39,860
Whirl Liquid
36,930
139,020
Figures from Television Bureau of $
■g; Advertising, compiled
by N C Rcra- ;»
;-8 baugh Co. These are
gross estimates,
:S; before discounts of any kind.
is manager of the merchandising division.
These functions interlock under Mr.
Morgens with the four basic divisions —
soap, food products, toilet goods and paper
products. Heavy operations such as crushing
of oil seeds, production of cellulose from
timber, and overseas activities are separately
controlled. Fiscal and staff departments are
under an administrative vice president.
Behind the hard-selling activities at P&G
is a sincere desire to convince the buying
public that P&G products are good and
should be purchased. P&G wants its com-
mercials to command the listener-viewer's
attention and to stimulate belief in the goods.
In his days as vice president, Mr. McElroy
said, "Radio programming must be honor-
able, straightforward entertainment [B»T,
Jan. 24, 1944]." He felt network radio had
developed belief in the medium among
listeners and a conviction that radio is a
marketplace where business firms of integ-
rity offer their wares.
The history of P&G's radio and television
follows closely the company's rising sales
curve. Radio is getting minimum attention
at the moment, while P&G studies current
trends, but the company still believes radio
is the lowest-cost medium even though net-
work radio may not be reaching the number
of people the company wants its current
serials and other shows to contact.
P&G wants to sell the most merchandise
at the lowest cost. The way it has pursued
this goal since electronic media entered the
marketing scene provides a quick course in
selling. The history of P&G's first decade of
radio selling was a narrative of experiment-
ing and finally success such as no American
industry had ever attained by use of a new
medium — broadcasting [B»T, June 4, 1945].
The simple chronology of P&G's use of
television is another sales saga. A perusal of
this trail-blazing era is an adventure in
modern marketing by the outstanding tele-
vision timebuyer.
WHILE critical history was being made
in the late summer of 1939, P&G did
a bit of history making of its own. One
steamy afternoon (Aug. 26) at Ebbetts Field,
Brooklyn, NBC staged the first visual broad-
cast of a big league ball game. Between
innings of a double-header between the !
Dodgers and the Cincinnati Reds, a cluster
of tv experimenters and a few hundred met-
ropolitan set owners tuned to W2XBS and
watched Red Barber deliver his commercials
with the visual aid of two bars of Ivory
Soap.
A B»T observer commented, "The two J
cakes of Ivory were clearly visible beside
the microphone."
World War II was under way in Europe
a fortnight later but NBC's tv experiments
continued, with P&G's brands often ap-
pearing on the screens. The company shared
in the first commercial telecasting of NBC's
new WNBT in 1941 presenting Truth or
Consequences in visual form, but Pearl
Harbor temporarily delayed telecasts. In
1944 Duz sponsored a puppet show, Steve
Cranberry, with about 5,000 tv sets scattered
around New York area.
THE RISING OF TIDE
The halt in research and development
activities during the war, as P&G operated
important defense functions and suffered the !
usual industrial restrictions, was followed by
some of the fastest planning in the history
of American management. War had halted
laboratory tests on a household item that I
looked routine at the time but turned out to
be the most important single product in the j
history of modern cleaning — Tide.
P&G had pioneered synthetic detergents
in the early '30s, coming up with Dreft.
Based on German patents, Dreft was a
petrochemical product that worked espe-
cially well in the 36 states having hard water.
It was a light-duty detergent, used mainly !
for dishes and delicate laundering.
"The greatest suds discovery in 200 j
years," P&G modestly advertised. House-
wives were charmed with this synthetic agent
but wanted something with more oomph,
something that would work in washing ma- j
chines as well as dishpans. P&G came up
with a heavy-duty synthetic by adding phos-
Page 102 • June 3, 1957
Broadcasting • Telecasting
ARE YOU
HALF-COVERED
IN
NEBRASKA'S OTHER BIG MARKET?
MERCHANDISE OFFER PROVES
KOLN-TV PULLING POWER!
Last January. Gooch Milling Company made identical
offers of a Cake Decorator Set over a number of TV
stations in the Nebraska-Kansas-Iowa area. The tremen-
dous pulling power of KOLN-TV was clearly demon-
strated— securing the greatest number of orders at a
considerably lower cost per order than any other station.
CAKE SETS
ORDERED AS
OF FEBRUARY
23, 1957
Station
Cake Sets
Station
Cake Sets
Ordered
Ordered
KOLN-TV
2,924
Station E
1,184
Station B
1,462
Station F
783
Station C
1,420
Station G
512
Station D
1,292
With the same offer and same time allotment, KOLN-TV
pulled tuice as many orders as the next best station!
wkzo-tv — grand rapids-kalamazoo
wkzo Radio — kalamazoo-battle creek
wjef radio — grand rapids
wjef-fm — grand rapids-kalamazoo
koln-tv — lincoln, nebraska
Associated with
WMBD RADIO — PEORIA, ILLINOIS
Have you noticed how much the Nielsen
NCS No. 2 has expanded Lincoln-land?
KOM^J"-T V covers Lincoln-Land — a rich 69 county area
with 191,710* TV homes!
Lincoln-Land has 296,200* families— and KOLN-TV is their
TV station. This important market is as independent of
Omaha as Syracuse is of Rochester — or Hartford is of
Providence !
Latest ARB, Telepulse and Videodex surveys all show
KOLN-TV dominates the Lincoln-Land audience.
Let Avery-Knodel give you the whole story on KOLN-TV,
the Official CBS-ABC Outlet for South Central Nebraska
and Northern Kansas.
*See Nielsen NCS No. 2
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN- LAND —NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representatives
Broadcasting
Telecasting
Juni 3, 1957 • Page 103
mmm
Someone is squeezing
Mrs. Mitty's waist
At 9:45 each weekday morning, it happens. The stay-
at-home population of Columbus, Ohio drops every-
thing it has been doing, stands to attention before the
tv screen, and at the count of "One", starts reaching
for the floor.
This energetic ritual is called Slimnostics.
According to the eminent psychologist, Dr. Z., its
popularity with Central Ohio housewives proves that,
in Thurberland, Mrs. Mitty takes a practical approach
to daydream fulfillment. He points to the 26,421
requests for the Self-Improvement Chart offered on
the Slimnastics program. But we think this mostly
goes to show how much our girls are motivated by
what they see and hear, in daytime privacy, over
their favorite television station.
You see, WBNS-TV designs its daytime programs
with sure native understanding of the Central Ohio
character — artfully blending such diverse interests
as housewifery, East Broad Street fashions, the do-
ings of the Pleasure Guild and vicarious romance.
Later programming to the after-school and after-
work audiences is equally simpatico. In consequence,
in this rich market of 2 million people, so many
eyes are focused on Channel 10 that professional
time-buyers telegraph the truth in 10 words: "// you
want to be seen in Central Ohio — WBNS-TV".
WBNS0TV
CBS TELEVISION IN COLUMBUS, OHIO
Affiliated with The Columbus Dispatch, The Ohio State Journal
and WBNS radio. Represented by Blair TV.
THE MAN who manages P&G, President Neil Mc-
Elroy, knows the value of advertising. He came up
from mailroom clerk through the media department.
He has never worked for any other company.
phates, putting Tide through usual testing in
homes and selected markets. Sales zoomed.
Softwater areas embraced this all-purpose
cleaning agent.
Largest radio user of the decade, P&G
threw its advertising power behind Tide.
It had just bought Spic and Span, a sturdy
powder that it developed in two years
"from bush league to majors," as one of-
ficial described the growth. Tide was quickly
followed by Cheer and by 1948 the sales
of synthetics had reached the astounding
figure of 450 million pounds.
On the other hand, a pre-war P&G giant
had died a slow death. A soap flake, Chipso,
had made boxed soaps popular and cut
deeply into the bar-soap market. Chipso
went through the war under the handicap of
production difficulties and lack of radio or
print advertising. Not even P&G pressure
could reawaken the interest of American
women in Chipso, and it was quietly buried.
Tide was moving off shelves so impressive-
ly that P&G proudly proclaimed, "Never
before in history has a product in our indus-
try found such immediate acceptance."
During the war and postwar years, Mr.
McElroy was carrying more weight in the
P&G front office. He had been among the
radio boosters and put over such basic
policies as intra-company product competi-
tion and separate brand responsibility. New
Ivory soap had been introduced before the
war while Lever was stirring interest in its
competitive Swan.
P&G added Welcome Traveler in 1947, a
five-weekly radio interview series on ABC,
and a 45-minute CBS early-evening sequence
that included Lowell Thomas news, mystery
and Jack Smith vocalizing — about as much
change of pace as the time could accom-
modate. Such standby serials as Ma Perkins,
Life Can Be Beautiful and Pepper Young's
Family held their audiences and occasionally
astounded sophisticates by winning awards
for social service. Dreft went on a $140,000
prize fling, a staggering figure for the era.
Despite Tide, Dreft was doing well and P&G
observed in its house organ, Moonbeams,
"Many a bartender can testify that, while
soap film cuts down the head on a glass of
beer, Dreft-washed glasses produce a fine,
foaming collar."
Dreft had more promotion than compet-
ing synthetics for a while, including the pop-
ular Life of Riley, countless chain breaks
and newspaper space. Another member of
the family, Duz, had the whole nation upset
by its "Miss Hush" mystery voice on Truth
or Consequences. Miss Hush was finally re-
vealed as dancer Martha Graham.
Any thorough study of the late '40s in-
evitably leads commercial historians to
twin revolutionary developments — arrival of
television as a means of communication and
the quick acceptance of synthetic detergents.
P&G was missing no tricks. Mr. McElroy in
the late summer of 1947 warned a meeting
of NBC affiliates that he was concerned
"over the advancing cost of radio adver-
tising" and noted industry efforts to restrict
commercials. Radio's top client was turning
on the heat.
Having tinkered with television in its ex-
perimental era, and having pioneered many
of the new ways of telling a sales story dur-
ing radio's early years, P&G decided to
watch and learn while others explored tele-
vision. Following its policy of thorough pre-
testing, the company cheerfully observed the
first network commercial telecast Oct. 27.
1946 as Bristol-Myers sponsored Geograph-
ically Speaking on an NBC-TV hookup of
WNBT New York and WPTZ Philadelphia.
By the end of 1947 there were 18 tv sta-
tions and numerous sponsors on the air,
serving 175,000 sets, and P&G was getting
the tv itch. The public was going wild over
the new service but Procter & Gamble took
it easy. It looked over the field and decided
on a program that would appeal to women.
With Prell shampoo and Ivory Snow as co-
sponsors. Fashions on Parade took the
air in July, 1948 via WABD (TV) New
York, DuMont outlet. The program was a
musical review rather than straight fashion
show, with a new story line each week and
narration by Adelaide Hawley, MGM news-
reel commentator. Benton & Bowles was the
agency. Tv set sales had reached 50,000 a
month and 900,000 homes had video recep-
tion by the end of the year.
OUTSPENDING ITS RIVALS
While P&G was doubling its sales from
1946 to 1948, it continued to dominate net-
work radio with a budget running around
$15 million or more a year. This was aug-
mented by spot, the two absorbing well over
half the total media budget ($25-$30 mil-
lion). Colgate-Palmolive-Peet and Lever
were spending about a third as much on
network radio. Lever was on an expansion
binge at the time under the Charles Luck-
man regime. Known as the "Boy Wonder"
around P&G's corridors, Mr. Luckman gave
his competitors some bad moments for a
while but it wasn't too serious.
P&G got all excited over its WABD tele-
vision show. Prell and Ivory commercials
were woven into the fashion patter, a half-
dozen sets were used each show and Con-
over girls modeled latest fashions. The triple
impact of sight, sound and action fascinated
P&G's sales-minded staff. Ivory Snow was
plugged by a model in a snow storm, us-
ing a copy theme that clothes are safe in
Ivory Snow. Prell was able to show how
radiant it leaves hair, plus demonstrating its
dandruff-removal properties and ease of use.
While Miss Hawley and her models were
showing gowns and selling shampoo, P&G
and Compton Adv. were scanning the pro-
gram field in search of a television vehicle
for Crisco, Ivory bar soap and Duz. The
Friday 9-9:30 p.m. period on NBC-TV was
signed up, but there wasn't anything to put
in it. A video version of the Welcome Trav-
eler interview show was considered but the
nod went to I'd Like to See, with Compton
as agency. Each program covered four to
six viewer requests to see something. Ray
Morgan narrated, reading request letters and
leading into film sequences.
At this point P&G made a key decision —
filmed commercials. This was done to assure
the best possible combination of eye and
ear appeal for the sales message, permitting
careful review in advance and allowing time
to get top production. Stations on the NBC-
TV hookup were WNBT New York; WPTZ
Philadelphia; WBAL-TV Baltimore; WNBW
Washington; WBZ-TV Boston; WTVR Rich-
mond, and WRGB Schenectady. A half-
million sets were located in the area.
Television suddenly had become the most
Page 106 • June 3, 1957
Broadcasting • Telecasting
P&G'S
AGENCIES AND BRAND
ASSIGNMENTS
(Year is that in which agency or its predecessor began to serve P&G.)
BENTON & BOWLES, INC.
COMPTON ADVERTISING, INC.
GARDNER ADVERTISING, INC.
New York (1941)
New York (1922)
St. Louis (1956)
ivory snow (soap)
dash (detergent)
duncan hines (specialty mixes)
tide (detergent)
zest (toilet bar)
prell (shampoo)
whirl liquid (shortening)
crest (toothpaste)
LEO BURNETT CO., INC.
Chicago (1951)
joy (liquid detergent)
secret (deodorant)
lava (soap)
jif (peanut butter)
camay (toilet soap)
ivory bar (soap) GREY ADVERTISING AGENCY
ivory flakes (soap)
comet (cleanser) New York <1956)
duz (soap & detergent) LILT (home permanent)
crisco (shortening) pin-it (home permanent)
gleem (toothpaste) shasta (shampoo)
drene (shampoo) H. W. KASTOR & SONS
bulk soap & shortening Chicago (1930)
institutional products American family (soap flakes and
big top (peanut butter and peanuts) detergent)
cascade (detergent)
duncan hines (cake mixes) TATHAM-LAIRD, INC.
Chicago (1956)
DANCER-FITZGERALD-SAMPLE fluffo (shortening)
CAMPBELL-MITHUN, INC.
Minneapolis (1957)
CHARMIN (paper products)
Chicago (1933)
dreft (detergent)
oxydol (detergent)
biz (detergent)
YOUNG & RUBICAM, INC.
New York (1949)
cheer (detergent)
spic & span (cleanser)
exciting phase of advertising, let alone home
life, within range of several dozen transmit-
ters. Henry O. Patterson, vice president and
copy director of Benton & Bowles, told agen-
cy friends, "Television is the biggest chal-
lenge to creative advertising I know of,"
and William J. Griffin Jr., vice president-
group copy head of J. Walter Thompson
Co. offered the gloomy forecast that the
"automatic ears" developed by radio listen-
ers to tune out commercials would be joined
by "automatic smoked glasses for looking at
tv commercials without seeing them."
In this atmosphere P&G was getting its
early television experience. At Cincinnati
headquarters, heads were nodding as Crisco,
Ivory and Duz reflected the new promo-
tional push supplied by the eastern video net-
work. Mr. McElroy had succeeded Richard
R. Deupree as president, moving up from
vice president-general manager as the latter
became board chairman. Mr. Deupree was
famed for doubling P&G business every
seven to 10 years since 1905. William F.
Craig was named tv manager and Gilbert
Ralston executive producer of tv programs.
All the time, the agency was on the look-
out for an audience participation show.
Changes were going on in the radio sched-
ule. Brighter Day succeeded Joyce Jordan,
with a four-week transitional period. Ralph
Edwards cooked up such stunts as a taxicab
trek across the country and back on Truth
or Consequences. The radio-tv staff was
growing and P&G carefully was preparing to
embrace television in typical P&G fashion.
P&G was anxious to see how network tv
and I'd Like to See could move merchan-
dise. Two basic changes followed in a few
months. The program went off the air after
five months and in April P&G substituted
Broadcasting • Telecasting
Fireside Theatre, shifting to Tuesday, 9-
9:30 p.m. Here the new program could
catch the Milton Berle crowd as Texaco's
fabulously popular comedian left the air.
Radio and tv were causing complications
in Cincinnati, so Procter & Gamble Pro-
ductions Inc. was formed to handle broad-
cast program properties, including sale of
residual rights on Fireside. The separate
operation relieved headquarters of some ad-
ministrative red tape, and later production
of commercials was dumped in P&GP's con-
venient lap, where it still rests.
Fireside quickly developed a familiar tv
trait — internal complications caused by ex-
ternal eccentricities of the new medium.
P&GP signed a contract with General Tele-
vision Enterprises to do a series ©f adven-
ture stories. Two stories were scheduled
each half-hour so the middle commercial
wouldn't intrude on the story, a production
delicacy deemed advisable at that stage of
the art. General was to shoot in this coun-
try and Great Britain, production costs
ranging from $8,000 to $12,000 per half-
hour.
BABES IN HOLLYWOOD
P&G and Compton took charge of the
filmed commercials. The arrangement
worked nicely until a decision was reached
to subject a baby to the tender cleansing
properties of Ivory soap. There the com-
mercial staff ran afoul of eastern laws ban-
ning the photographing of babies for com-
mercial purposes. This problem finally was
solved by the simple but expensive expedi-
ent of shipping a crew to Hollywood where
babies could perform with legal abandon.
One of the most effective commercials
of all time came out of this inconvenient
shooting setup. A two-month-old baby, on
camera from a bathtub vantage point, picked
up a cake of floating Ivory, held it up for
all to see and broke out into a big, happy
smile.
In its early months Fireside was seen on
18 NBC-TV stations reaching westward to
St. Louis, the end of the coaxial line at that
time. The program caught on, and a May
1949 Hooper for New York showed it No.
8 with a 32.8 rating. The series, imbued
with the needed elements for a long life,
was changed to Jane Wyman's Fireside
Theatre in the mid-50s and then to Jane
Wyman Show. Ratings weren't satisfactory
in recent months so the program has just
been abandoned by P&G. In its various
forms it lasted eight years, remarkable lon-
gevity for a television series.
The last half of the '40s witnessed an in-
crease of P&G sales from $342 million in
1945 to $696 million in 1949. The newer
Dreft and Tide were cutting into the soap
business, and competitors were filling the
radio and video air with exhortations on
behalf of their own synthetic detergents.
Sparked by Mr. Deupree and later Mr.
McElroy, P&G developed intramural com-
petition into an effective art. Nothing could
clean as clean as Duz cleans, the public
was told in promotion for this natural soap.
And nothing could equal Tide. To prod
this competition inside the family Mr. Mc-
Elroy set up a system of brand managers
who were responsible for the sale of each
particular item in the line. These managers
held important posts and they competed
ferociously on behalf of their brands.
The popular Fireside Theatre v. as revised
in 1950 to a single story line, P&G having
June 3, 1957 • Page 107
EXEC. V.P. • V.P. ADVERTISING
Howard Morgens W. Rowell Chase
ADVERTISING MGR.
(Soap-Detergent Div.)
E. A. Snow
MERCHANDISING MGR.
C. C. Uhling
ADV. PRODUCTION MGR.
A. N. Halverstadt
decided the public would permit a dab of
commercialism in the middle of a drama.
By autumn there were 7 million tv sets and
P&G was getting anxious to reach all of
them. Spot announcement campaigns were
developed for network stations as well as
those beyond cable range.
Two important programs made their de-
but in October — Musical Comedy Time on
NBC-TV, Monday, 9:30-10:30 p.m., spon-
sored by Tide and Camay and presenting
hour-long Broadway favorites of past sea-
sons, and a video version of the popular
radio show, Beulah, on ABC-TV Tuesday,
7:30-8 p.m., for Dreft and Oxydol. Beulah
marked the tv debut of Ethel Waters, with
Hattie McDaniel continuing the five-weekly
radio production.
A special five-weekly night telecast in
Chicago, Public Life of Clifford Norton,
promoted a regional P&G soap line, Ameri-
can Family. By this time a whole army of
special tv spot commercials was working
for Spic & Span, Ivory Snow, Drene and
Ivory Flakes.
Having introduced the five-weekly heart-
throb into the American home in the early
'30s, P&G had long been pondering a way
to capture television's growing daytime
female audience as it had won the house-
wife by radio's "soap operas" — a term that
got a cool greeting in Cincinnati.
First on the daytime schedule were First
Hundred Years on CBS-TV, begun Dec.
4, 1950, and Kate Smith, five afternoons a
week on NBC-TV, starting New Year's
Day, 1951. Next came The Garry Moore
Show and the radio favorite. Search for
Tomorrow, on CBS-TV and P&G was in
television in a big way. The 1950 network
video billings had neared the $600,000 mark
compared to $ 1 8 million for network radio.
In 1951 network tv hopped to $7.5 million
and network radio again was $18 million.
P&G, always alert to drive a good bar-
gain, had submitted this request to networks
in 1950 — two-year contracts with no rate
increase and a third-year option at not over
331/3% boost from tv stations to carry the
ABC-TV Beulah show. With the lively
evolution of tv history, this plan figured to
check some of the rate-card jumps.
Twice a week, starting in April. 1951
Kukla, Fran & Ollie were sponsored, with
RCA. Life magazine and Ford taking the
other three days.
The pioneering urge broke out again
lune 25, 1951, when P&G took part in what
was billed as "the first commercial color-
cast" on CBS-TV. Ivory soap and Duz were
presented for the benefit of 23 color sets
in New York, Washington, Boston, Balti-
more and Philadelphia. It didn't sell much
soap but it added another "first" to the
P&G list.
Red Skelton made his tv debut for Drene
Sunday, Sept. 30, 1951. This was one of
the first live shows going out of Hollywood
over the new coast-to-coast cable. The P&G
network lineup at that time included nine
television programs. Steve Allen having
been added, plus a mounting spot budget.
The radio lineup still included 17 network
programs along with radio spots.
The 1950 season was brightened by a
$1 million suit filed against P&G by Tal-
lulah Bankhead. who claimed she had been
damaged by a singing commercial cover-
ing an anonymous Tallulah and a tube of
Prell — "as galling an insult as you can
throw at Miss Bankhead," according to a
B«T observation at the time. The suit hung
on until the actress' staff had milked the
last bit of publicity out of it, eventually
being settled for $5,000.
The big three in the soap-detergent-toi-
letries field kept their tv spending at about
the same ratio as their radio budgeting. PIB
figures show P&G spending $1.2 million
(gross) in January 1952 for network televi-
sion compared to Colgate-Palmolive-Peet's
$566,000 and Lever's $310,000.
P&G was keeping an eye peeled on night-
time radio, contending the ratings of CBS'
Lowell Thomas, Beulah and the Tide Show
had dropped to the same levels as the
ratings of such daytime programs as Rose-
mary, Big Sister, Ma Perkins, Young Dr.
Malone, Guiding Light, Perry Mason, and
Brighter Day.
Red Skelton, delighted with his Sunday
NBC-TV response and a second-place rating,
was growing restive over his radio show
especially after it developed a sponsor open-
ing that remained unfilled.
Television kept growing in 1952 and P&G
followed the pace. Camay moved to Benton
& Bowles, joining Cheer in sponsoring The
Doctor on NBC-TV. The radio-tv billing
for Tide, a B&B account, was estimated at $8
million for the year. By yearend P&G was
starting to trim its radio budget, substituting
a piece of the CBS-Radio power-plan for
Beulah and the Tide Show strips. The PIB
report for 1952 showed radio's gross down
$2 million to $16.2 million and tv almost
doubled — from $7.5 million to $14.2 million
with new programs and expanding network
hookups accounting for the unusual expan-
sion. This made a total gross of $30 million
for P&G in the electronic media, 25% more
than Lever and Colgate combined.
YEAR OF SYNTHETICS
There's no way of pinning a flag on a
calendar, but those who know their deter-
gents specify 1953 as the year that syn-
thetics caught up to and passed natural de-
tergents, and 1957 as the year synthetics
owned two-thirds of the household laundry
and dish-washing market, plus a bite out of
the toilet-soap business.
If the public benefited by progress in the
cleansing art, media were even more for-
tunate. After all, the battle of synthetics vs.
natural detergents was waged on the air and
in the prints by the big three. Duz, Rinso and
Silver Dust fought all the harder against
Dreft. Tide, Cheer, Fab and Surf. The newer
Cheer had the benefit of a radio-tv spot burst
in 100 radio and 20 tv markets. Duz had
Page 108 • June 3, 1957
Broadcasting • Telecasting
WJAR-AM
AND
WJAR-TV
PIONEER STATIONS OF
PROVIDENCE, R. I.
are pleased to announce
the appointment of
Edward Retry & Co., Inc.
NEW YORK • CHICAGO • ATLANTA • DETROIT
LOS ANGELES • SAN FRANCISCO • ST. LOUIS
The Original Station Representative
with the family of top stations
Telecasting
June 3, 1957
Page 109
VIEWERS IN JUS1
HIGHWAY
HIGHWAY
PATROL'
starring
BRODERICK
CRAWFORD
THIS ARB 29.0 IS HIGHER
RATING FOR THESE SHOWS
Playhouse 90 27.4
Bob Cummings 27.4
Zane Grey Theatre 27.2
Line Up 27.0
Life Of Riley 26.6
Robin Hood 26.5
Studio One 26.0
Loretta Young 25.2
People's Choice .25.1
George Gobel 24.7
Mr. Adams and Eve 23.1
THAN THE ARB NATIONAL
(MARCH, 1957):
Adventures Of Jim Bowie. .. .23.0
20th Century Fox 23.0
Lux Video Theatre 22.9
Broken Arrow 22.9
Cavalcade Of Sports 22.6
Navy Log 21.8
Ozzie and Harriet 20.9
Welk's Top Tunes 20.4
Conflict 20.0
Big Story 19.9
Big Surprise 19.5
B.lM. ™>
1529
Des
iSSrr^- «atioti&J- i Patrol- »
iS^T^, and P^itigs
surveyed H
■Res'
;ul^s:
18?
or
23,6W>
29 -° survey,^?
TU !9 57
Persons.
AdTooo^
23 ,2°°
( CLOSED BY NATIONAL RATING ANALYSES
)NE WEEK FOR
PATROL!
■ -'357
On Trial 19.3
Sid Caesar 19.3
Panic 19.2
Ford Theatre 17.9
Alcoa Hour 17.8
Blondie 17.8
Robert Montgomery Presents. .16.7
Producers Showcase 16.0
Kraft TV Theatre 15.8
Treasure Hunt 15.1
DuPont Cavalcade Theatre. . . .13.5
Wire Service 12.1
Danny Thomas ; . . . 10.9
ARB National March, 1957
OR. SYDNEY ROSLOW,
DIRECTOR OF PULSE.
INC, directed the tabu-
lation of the special re-
port proving that HIGH-
WAY PATROL is a rec-
ord-breaking TV series.
ZIV
1
TIME
AFTER
TIME...
ZIV
S!
RATE
IN CITY
AFTER
CITY!
RECORDED film and audio commercials get a careful scanning by are film projectors that feed ground-glass screens framed to simulate
Procter & Gamble's advertising executives in conference-viewing actual tv receivers. Conference-viewing rooms also have normal tele-
room (left) at Cincinnati headquarters. Behind the scenes (right) vision receivers, including color.
three quarter-hours on the CBS-TV Garry
Moore Show. The oldtimer, Dreft, was get-
ting spot announcement support in 100 mar-
kets. Tide kept up its $8 million annual elec-
tronic pace and paced the detergent field.
Lilt retained part of the immensely popular
Jackie Gleason Show as the entire P&G line
maintained its promotional pace.
Tv was new and it was effective, but big
buyers naturally complained about the high-
er cost of staying on growing networks as
they reached steadily increasing audiences.
Frank Stanton, CBS president, answered the
charge that tv was pricing itself out of the
market by citing these figures — $4.74 per
1,000 viewers for a half-hour evening pro-
gram on the full network in 1949, $2.96 in
1950, $2.70 in 1951 and $2.39 in 1952-53.
P&G was starting to dominate television
and its 22 million sets as it had dominated
radio, a double role that consumed three-
fifths of the media budget in the 1950-51
season and three-fourths in 1953-54.
The NBC-TV version of Welcome Travel-
ers was increased to four half-hours a week.
P&G's new Gleem hit the autumn markets
with a radio-tv spot drive and Colgate dis-
covered that its cozy toothpaste market
faced a serious threat.
A lot of the early tv foibles were evapo-
rating as the art progressed but there still
were unexpected problems that wrinkled
Cincinnati brows. Talent on Fireside The-
atre, filmed by Frank Wisbar Productions,
hit budget problems as the producer wanted
to build up a wardrobe. The problem was
solved by giving performers a clothing al-
lowance for shooting purposes and letting
them keep their garments. The Letter to
PROCTER & GAMBLE NETWORK TELEVISION OPERATION
Effective during May, 1957
Broadcast
Time
Network
Program
Sponsoring Brands
12:00-12:30 p.m. M-F
NBC
Tic-Tac-Dough
Dreft-Lava
12:30-12:45 p.m. M-F
CBS
Search For Tomorrow
Joy-Spic & Span-Gleem
12:30-1 p.m. M. Tu (alt. weeks)
NBC
It Could Be You
Oxydol
12:45-1 :00 p.m. M-F
CBS
Guiding Light
Ivory Bar-Duz-Cheer (sectional)
1:30-2:00 p.m. M-F
CBS
As The World Turns
Oxydol-Camay-Ivory Snow-Comet
3:30-4:00 p.m. M-F
CBS
Bob Crosby Show
Ivory Flakes (3:45-4:00 p.m. Thurs.)
3:00-4:00 p.m. M-F
NBC
Matinee
Tide (3:45-4:00 p.m.)
4:00-4:15 p.m. M-F
CBS
Brighter Day
Cheer-Crisco-Gleem
4:30-5:00 p.m. M-F
CBS
The Edge of Night
Tide-Dreft-Spic & Span-Lava-Comet
4:00-4:45 p.m. M-F
NBC
Queen For A Day
Dash-Ivory Snow-Gleem (4:30-4:45 p.m.)
10:00-10:30 p.m. Sun.
NBC .
Loretta Young Show
Tide-Camay-Gleem
9:00-9:30 p.m. Mon.
CBS
I Love Lucy
Lilt-Fluffo
8:00-8:30 p.m. Tues.
CBS
Phil Silvers
Joy
8:30-9:00 p.m. Tues.
ABC
Wyatt Earp
Gleem-Drene
9:00-9:30 p.m. Tues.
NBC
Jane Wyman Show
Ivory Bar-Crisco-Crest
10:00-10:30 p.m. Wed.
NBC
This Is Your Life
Crest-Prell-Lilt
9:00-9:30 p.m. Thurs.
NBC
The People's Choice
Spic & Span-Gleem
10:00-10:30 p.m. Fri.
CBS
The Lineup
Cheer
9:30-10:00 p.m. Sat.
CBS
Hey Jeannie
Dash-Crest-Drene
Page 112 • June 3, 1957
Broadcasting • Telecasting
Pardon us for beating our own drum if we ask
you to respect our registered trademark when
you mention our product on your programs. If
it is impossible for you to use the full name
correctly: "SCOTCH" Brand Cellophane Tape
or "SCOTCH" Brand Magnetic Tape, etc.,
please just say cellophane tape or magnetic tape.
Thank you for your cooperation.
MINNESOTA MINING AND
MANUFACTURING COMPANY
ST. PAUL 6, MINNESOTA
Broadcasting
Telecasting
June 3, 195 j
Page 113
A CASE HISTORY OF MASSIVE MERCHANDISING
A SENSATION among the newer Procter
& Gamble products is Crest fluoride
toothpaste.
This darling of the merchandising men
in Cincinnati has risen to third place in
one of the most competitive fields in all
marketing. It is surpassed only by Col-
gate Dental Cream, the perennial leader,
and P&G's own Gleem.
Every trick P&G has learned about
mass-marketing has gone into Crest. The
dentifrice was launched two years ago.
The scientific history of Crest is so well
documented that P&G is shooting the
works to put over this exclusive develop-
ment, as most of those who tune in tele-
vision are aware.
Next to the common cold the most
prevalent disease is caries, professional
name for tooth decay. That's the type of
universal market P&G likes best. Know-
ing that 94,000 dentists can't begin to plug
a billion cavities and that a mass market
awaited the first to exploit a decay-pre-
ventive dentifrice, P&G spent 10 years
developing its fluoride product.
Crest was put over in an era of fleeting
dentifrice fads. The process involved a
combination of product development,
marketing and intra-company competition
that has commanded wide attention,
especially at Colgate.
This second P&G intrusion into a field
that Colgate dominated for decades has
inspired the question of the year: Will
P&G become the No. 1 dentifrice maker?
At the moment it's obvious that P&G
is drawing close with its Gleem-Crest
team and may be running even with Col-
gate in some markets.
The idea of fluoride toothpaste grew
out of the discovery in 1931 that people
living in areas with sodium fluoride in
the drinking water had strong teeth and
few cavities. P&G became interested but
didn't start serious research until the end
of World War II. A team of research
workers at U. of Indiana, led by Dr.
Joseph C. Muhler, tackled the problem of
putting fluoride in a toothpaste. The main
block was the fact that fluoride won't get
along in the same tube with polishing
agents. After five years of university
work, aided by P&G research grants and
company experiments, it was found that
stannous (tin) fluoride would supply the
agents needed to strengthen tooth enamel
and would live compatibly with polishing
agents.
YEARS OF TESTING
How would the product work in actual
use? Years of testing followed. Over
100,000 tubes of toothpastes, labeled with
secret symbols, were tested. Over 5,000
persons, children and adults, had their
teeth examined at specified intervals. Par-
ticipating dentists and universities didn't
know what dentifrice the subjects were
using. The research included tests on 20,-
000 laboratory animals and 61,579 x-ray
photos. Each of the test series took IY2
years. The results — stannous fluoride
brushing reduced decay of teeth 54%
among adults, 51% among children, com-
pared to non-fluoride paste.
The scientific researchers told profes-
sional societies about their findings. P&G
told its development people to get busy.
Having just finished development of
Gleem, they started on the new dentifrice,
creating a light blue paste with an appeal-
ing taste and putting it in a clean-looking
tube with easy-to-grip cap. Crest was
picked as the name.
Gleem was going over everywhere,
prodded by a huge television and sampling
campaign. In a market where such new
products as ammoniated and chlorophyl
dentifrices had competed with old-fash-
ioned soap and abrasive pastes and pow-
ders, Gleem was sales-directed at nearly
everyone — those who can't brush their
teeth after every meal. Two years of
pushing took Gleem into second place be-
hind Colgate Dental Cream.
Against this competition Crest was un-
leashed in February 1955. P&G assigned
publicity specialists to exploit the sci-
Loretta (Tide) series, which rapidly ac-
cumulated viewers, solved the problem by
borrowing gowns from Marusia, noted cou-
tourier, and giving screen credit.
Rumblings on the agency front were heard
when P&G and Philip Morris cigarettes
pulled business from Biow Co., steps that
reflected internal trouble at the agency which
eventually led to its dissolution. Only Lava
soap was taken from Biow, Leo Burnett
Co., Chicago, getting the account. Six other
brands remained at Biow.
PIB found that P&G's gross network bill-
ings had totaled $29 million in 1953 — $14.3
million in radio and $14.8 million in tv, the
first time that tv had passed radio in net-
work billings. This coincided with the pass-
ing of soap sales by synthetic detergents.
With a dozen tv shows on the autumn
network air in 1954, P&G costs continued
P&G's SALES AND EARNINGS
Net Income
Year
Ending
June 30
Net
Sales
(000)
Operating
Profit
(000)
Profit
Margin
(%)
Before
Taxes
(000)
After
Taxes
1946
309.834
34,360
11.1
34,923
21,264
1947
533,911
81,394
15.2
81,859
46.924
1948
723,679
108.362
15.0
108,239
65,419
1949
696,671
44,771
6.4
44,819
28,655
1950
632,886
102,174
16.1
102,835
61.092
1951
860,688
113,610
13.2
114,299
51,280
1952
818,085
92,711
11.3
92,352
41,716
1953
850,263
88,141
10.4
88,531
42,032
1954
911,050
114,743
12.6
114,732
52,328
1955
965,797
123,477
12.8
124,560
57,471
1956
1,038,290
121,101
11.7
120,929
59,316
Data from
American Institute
of Management
to move upward as station hookups kept
increasing. Loretta Young was on 136 NBC-
TV stations, one of P&G's largest net-
works. One way of coping with the cost
problem was to share underwriting with
other sponsors. In November P&G decided
to share / Love Lucy with Philip Morris &
Co.; Topper with R. J. Reynolds Tobacco
Co., and My Favorite Husband with Sim-
mons Mattress. This carried out a formula
beeun when This Is Your Life was alternated
with Hazel Bishop.
A two-year renewal of / Love Lucy was
signed by P&G and Philip Morris, the price
running well above the previous $8 million
contract mainly because of production costs.
Spot tv was still getting its share and a 52-
week tv campaign was arranged for Pin-It
home permanent. Road of Life, a 17-year
radio favorite, graduated to CBS-TV for
Crisco. Ivory Flakes and Drene.
As usual 1954 set another alltime P&G
electronic record — $36 million, of which
$12.3 million was network radio and $23.7
million network tv. This was 24% ahead of
1953. Colgate-Palmolive billed just half that
sum, only $4.8 million in network radio. $14
million tv. and Lever's $11.7 "million in-
cluded $4.5 million radio and $7.2 million tv.
The popular Ding Dong School on NBC-
TV interested P&G in early 1955, with Pin-
Up hair set sharing sponsorship with, of all
companies, Colgate-Palmolive's toothpaste,
Page 114 • June 3, 1957
Broadcasting • Telecasting
entific background to dentists and the
public. The Food & Drug Administration
had sanctioned Crest as a drug, the first
dentifrice so classified. Market testing
showed that consumers liked the flavor
and color as they tried out free tubes with
blind labels.
First market exploitation was begun in
Columbus, Ohio, and Rochester, N. Y.
Spots were bought on local tv shows plus
newspaper space. This advertising was
designed to approximate typical national
advertising of a dentifrice. P&G sales-
men stocked stores and wholesalers, pro-
viding spectacular displays. Copy claimed
that Crest actually reduces tooth decay
and noted that no other dentifrice could
make the claim.
Sales were encouraging. Syracuse and
Indianapolis were next, then 10 western
states. Professional meetings were held
in major markets, dentists hearing the full
scientific story. Tv continued to be im-
portant and best availabilities were
bought. Western results were so success-
ful that nationwide sampling was begun,
supported by network radio and televis-
on. Radio shows included Pepper Young's
Family, Ma Perkins, Guiding Light and
Right to Happiness, all old P&G favorites.
Tv network shows included It's Always
Jan, This Is Your Life, On Your Account
and As the World Turns. The network
radio was dropped in the summer of 1955
and two new tv programs were added —
Jane Wyman and Hey Jeannie.
Crest sales are encouraging and P&G
is satisfied with progress to date. It figures
Crest has more scientific support than any
dentifrice ever to hit the market. Com-
petitors have adopted the fluoride idea —
Colgate's Brisk has Fluoride 85 and also
promises 12-hour decay protection to
meet the Gleem argument. Brisk hasn't
made a serious dent, P&G feels.
Federal officials have required two
warnings on the Crest tube — not to be
used by children under six or in cities
with fluoride water supply. The latter
warning was withdrawn a few weeks ago.
As to the kiddies, P&G contends a tot
could gobble five big tubes of Crest and
all the fluoride would be absorbed. Ipana
now emphasizes it is safe for little
children.
THE GLEEM-CREST WAR
Gleem and Crest are waging a no-
holds-barred battle with each other, and
with Colgate. Crest's claims aren't doing
Gleem any good but P&G is happy as
long as sales of both keep climbing.
After all the scientific developmental
work, P&G hopes FDA will officially en-
dorse its decay-resisting claims. The fed-
eral unit has been doing a lot of investi-
gating but hasn't acted. American Dental
Assn., with usual professional caution, is
doing its own studying but isn't endors-
ing anybody's toothpaste. Crest is send-
ing regular mailings to dentists and sells
them 50^ toothbrushing kits to be turned
over to patients.
In the words of one Crest marketing
man: "P&G is giving this one everything
it's got."
and Manhattan Soap's Sweetheart. The
Lineup on CBS-TV was divided with Brown
& Williamson Tobacco. With a dozen radio
network shows, P&G shifted more emphasis
to television during 1955, building the an-
nual video budget up to $33.8 million gross
and cutting radio from $12.3 to $8.2 mil-
lion.
While Gleem was buying into the Jackie
Gleason show Saturday nights, Colgate-
Palmolive was getting a new. toothpaste head-
ache as spot tv tests were begun in three
markets for P&G's exciting new fluoride
toothpaste, Crest, culminating 10 years in
the laboratory (see Crest story, page 114).
Benton & Bowles handled the Crest account.
The new yellow shortening, Fluffo, was
being promoted in 75 markets by radio-tv
spots and was competing with P&G's own
Crisco. Jane Wyman was signed for Fire-
side Theatre in a $4.5 million deal.
Across the Atlantic P&G's English sub-
sidiary, Thomas Hedley & Co., was main-
taining the pioneering tradition by joining
the first buyers of time on the islands' new
commercial television service.
A real eyeopener late in the year was a
"commercial spectacular" that gave con-
centrated promotion to Fluffo on Nov. 21,
just before Thanksgiving. Live commercials
with a thematic Thanksgiving link were
carried on seven NBC-TV and CBS-TV
programs plus a CBS-TV network break.
The package was equivalent to seven weeks
of / Love Lucy three-minute commercials in
one day.
In its transition from daytime radio serials
to combined daytime radio and tv, P&G
naturally adapted some of its tested dramas
to visual treatment. Guiding Light and
Brighter Day were converted to sight and
quickly became popular. While the serials
were never simulcast, the scripts were
adapted for radio broadcast later the same
day with the same cast and story. Altera-
tions were made in the script to compensate
for loss of sight. Radio versions of the two
shows were dropped last year.
Welcome Travelers also was heard on
both radio and tv five days a week but dif-
ferent programs were created for each me-
dium for a while. Later the radio versions
were merely edited out of the tv program.
The show left radio-tv in autumn 1955.
As 1956 opened, P&G set up a new Food
Products Division to manufacture, adver-
tise and sell household shortenings and oils,
with Mark Upson as head. The network line-
up was strengthened when Hazel Bishop
withdrew from This Is Your Life, leaving
the whole program in P&G hands. The
year's option on Jane Wyman was exercised.
As Tlie World Turns replaced Love Story
and Edge of Night was substituted for On
Your Account on CBS-TV daytimes.
William R. Ramsey, former radio direc-
tor, was named to head a commercial pro-
duction section that combined radio and tv,
and William F. Craig, ex-tv director, headed
the commercial production section. Both
operated under P&G Productions. Alternate-
week sponsorship of Wyatt Earp on ABC-
TV was contracted in April, to start in Sep-
tember. Biow Co. gave up the ghost in April,
with Lilt and Shafta moving to Grey Adv.,
Fluffo to Tatham-Laird and Spic and Span
to Young & Rubicam. P&G's spreading pro-
motion for Zest was getting serious com-
petition from Lever's Dove, a cream-de-
tergent bar that many a P&G man privately
conceded was a formidable item. Some of
the Dove copy carried feminine allure to
dramatic heights but nobody seemed to be
shocked.
In any P&G chronology, 1956 must be
circled as the year that network radio disap-
peared. While the tv gross was rising to $43.4
million and sales were passing the billion-
dollar mark, P&G was concentrating on the
visual medium aside from some spot radio.
Colgate on the other hand posed this elec-
tronic riddle: Why does a one-station tele-
vision spot cost as much as a schedule of
participations on a whole radio network?
There's one thing certain — P&G has an
open mind and will buy whatever media
packages promise to sell the most cleaners
and edibles.
THE TRADEMARK THAT STUCK
A CLERK'S WHIM started Procter & Gam-
ble in the trademark business and showed
the company's executives the importance
of brand promotion. The artistic clerk
drew a sketch of a cluster of stars on a
box of P&G's Star candles. Later a circle
and man-in-the-moon were added as the
design was placed on all boxes. After a
while the company decided to drop such
foolishness but discovered it couldn't;
distant customers refused to buy candles
boxed without the moon and stars. P&G
officials were impressed, reversed their
decision and registered the symbol in
1882. The trademark has been used ever
since.
Broadcasting • Telecasting
June 3, 1957 • Page 1 15
OPINION
RADIO TODAY— IT DOUBLES
AS COMPANION & SERVANT
PHILIP MERRYMAN needs no introduction. His name has
been synonymous with broadcasting since the early twenties
as administrator, engineer and programmer. This 53-year-old
president of W1CC Bridgeport, Conn., has always been a keen
student of the trends in radio. So he is well-qualified to make
this evaluation of radio as it should be today. He terms it
"The New Radio." It reflects the common sense of a broad-
caster who successfully practices what he theorizes.
"MUSIC — News — Public Service" is a radio format which is now
over six years old. It has grown big enough and lusty enough to have
its own public detractors and its seasonal falls of brickbats. Now
I think the time has also come to make the case for the New Radio.
That case begins with the observation that New Radio is not a
poor man's version of network programming. To the contrary, it
springs from a premise entirely new to radio. The most evident fact
is that it consists mostly of music; but the governing fact is that as
a matter of policy it has discarded the old concept of segmented
programming, the hour, half-hour and quarter hour "show".
Out with the "shows" went the "names," the nationally-promoted
personalities on which radio had built its audiences. In their stead
we had to find an alternative focus for audience loyalty, and this was
where the New Radio took an absolutely original step: It put for-
ward the station itself. "Let's listen to Jack Benny" was to become
"Let's turn on WXYZ."
The mechanics by which the New Radio has lured the listener
from "names" to the station itself are all based on the creation of a
new image: The Station-As-Useful-Companion. And in this con-
cept, the role of music is secondary, serving as no more than a suit-
able background for the job at hand. That job: to make the station
continuously and personally useful to its listeners.
That undertaking is the essence of the New Radio and it is an
expensive, intricate and demanding one. For the old-style station
entertainment grew on trees, ready to be plucked without effort
from a network affiliation or a transcription service; but for a
station to be "continuously and personally useful" to the listener —
that was quite another matter.
WHAT THE STATION'S NEWS MUST COMPRISE
Take, for illustration, the matter of news. The New Radio must
supply news which is continuous, news every 30 minutes, news
around the clock, national news rewritten for a local slant, and —
above all — local news as it breaks. It must cover local elections
precinct by precinct and state elections town by town as fast as
the polls close. It must report daily from the state legislature and
periodically about its congressional delegation. It must supply the
local weather, local driving conditions, and an endless stream of
data on school closings, town meetings, filing dates.
It must do all these things and do them all the time because
nothing less will prove to be "continuously and personally useful"
to the listener. This is part of the price for cancelling Bob & Ray
and Tex & Jinx and Young Dr. Malone.
Also, the New Radio can no longer discharge its obligation to
public service merely by logging transcribed public service an-
nouncements. It must dig deep into the local needs of local groups —
from PTA to Civil Defense — and translate their needs into the
terms which can actually motivate the listener. The nature of the
New Radio's attraction doesn't permit dial-twisters, which is only
another way of saying that it requires community service which
works. In practice this means applying to community service the
same techniques as are used to sell merchandise, not excluding the
singing commercial.
For a final instance, there is the New Radio In-A-Crisis. Is
there a blizzard, a flood, a festival, a practice CD evacuation? Then
the New Radio must lead every other medium and agency in cover-
age, utility and service. It must because that's the basket where it has
almost all its eggs. Typically, it deploys its entire staff (and their
spouses) all over the area, does anything that ingenuity and damn-
the-expense suggests — and throws out its commercials in day-long
lots.
For a radio station which relies on entertainment, this is the
sort of reaction which only the fattest usually afford. But it is an
absolute necessity for every station under the banner of the New
Radio.
In such a context music obviously assumes a peripheral role.
It does provide entertainment, but if you want to see just how
little this weighs in the New Radio listen between 6 and 9 in the
morning. That is the time of maximum audience and also of mini-
mum music.
What all those people are listening to is a useful companion
who is updating them on the news, getting them out of the house
on time, telling them how to dress, whether school is open, how
the roads and traffic look, what's ahead for the day and evening —
and what the shopping specials are today. Nobody imagines they
are tuned in because they must hear pop tunes before breakfast.
THE RECORD SETS A NEW TIME UNIT
But I don't mean to downgrade music all the way. It provides
the New Radio with one essential attribute: a new time module.
Whereas radio used to present itself to the listener in units of 15
minutes, it now swings trippingly past in units of 2Vi minutes —
the playing time of the average record.
This gives to the New Radio the aspect of a continuous presence,
that is, of the Companion. It removes entirely the troublesome con-
cept of "interruption". It makes it feasible to introduce the news
every 30 minutes, and the whole roster of useful services whenever
they are most useful. And it allows the New Radio to support
with success a much greater commercial load — without crowding,
either. Now there are not only more appropriate spots for "spots",
but with the departure of the name concept of segmented program-
ming, there remains no reason to tune out. There is just "The
Station".
Once "The Station-As-Useful-Companion" is offered in place of
national names, the commercial side has to be overhauled. Now
it is the Companion all by himself who is doing the selling; when
you remove the name, the line of credence which runs from com-
mercial to product is much shorter, much more direct — and it can
be much stronger.
The New Radio announcer cannot be picked for his pear-shaped
tones nor for his mastery of Fowler's Modern English Usage, nor
even for that synthetic personality some people are reputed to be
able to project. His indispensable attribute is that he actually
be the kind of person the listener would like to have as a companion.
What the announcer has to say must now be paced and phrased
within the frame of a continuing conversation, hours in duration.
There is no room here for the breathless flash, the pontifical rec-
Page 116 • June 3, 1957
Broadcasting • Telecasting
The Crosley Broadcasting Corporation proudly announces that WLW Radio has
been presented the Alfred P. Sloan Award— the Nation's highest honor in highwav safety!
And WLW Radio in turn salutes the State Police of Indiana and Ohio for helping to
make this Award possible through their cooperation in WLW's highway safety programs.
Highway safety typifies the programming for which the Croslev Broadcasting
Corporation has received many public service awards.
WLW RADIO WORLD
Network Affiliations: NBC; ABC; MBS Crosley Broadcasting Corporation, a division of
Broadcasting • Telecasting
June 3, 1957 • Page 117
ommendation, the over-enthusiastic claim. This thought is not,
I know, original with the New Radio. It is part of the engraved
credo of any self-respecting member of the 4A's. Nevertheless,
the New Radio has found it necessary to enlarge its copy depart-
ments, and to devote them in large measure to the task of tailoring
commercials to the usages of the Useful Companion.
From this description, it is evident that the New Radio oc-
cupies a new place in the community. We have moved across the
entertainment spectrum, away from the precincts of the movies
and tv, and past the slick magazines and 25$ books until now we
stand face to face with the press.
The services of the Useful Companion read just like the index
of the daily paper. The form is different and the timing much
better, but the content is virtually identical.
Newspapers discovered about 200 years ago that the key to
local success lies in integration with the local community, so they
had quite a head start on the New Radio. If the community is
really to look to the New Radio for the news and services it is
used to finding in the newspaper, then the production of this news
and service must be undertaken on a scale and with a skill entirely
new to local radio. We have been forced to double and triple our
news bureaus, multiply our news services, increase our adminis-
trative payrolls, and change the very nature of our operation.
Obviously, once we have set our foot on this road the end will
never be in sight because there can be no such a thing as a ceil-
ing on news coverage or services. The operating philosophy of
the New Radio must be spend and expand, spend and expand.
This is a far cry from the station which hooked itself to a net-
work and fed the good life to any owner who knew how to stay
on the air with a staff of five. The investment is much bigger,
the budget is much higher, the work is much more demanding.
Quite evidently, we did not embark on the New Radio fortuitously.
In our own case, for instance, there was a year of cogitation and
research before we opened up for business at the new stand.
IT'S NOT NECESSARILY A SHORT ROAD TO SUCCESS
That was five years ago. Since then we have seen our ratings
and our net audiences climb each year, at first slowly and more
recently astoundingly — and not because we were the only game
in town, either.
Our own station happens to be in competition with the full
array of network programming, thus providing us with the op-
portunity to measure the relative attraction of the New Radio.
As of today, our audience in our market is much bigger than the
combined audience of all the networks in our market. And our
record is far from unique.
So even if the New Radio is more expensive, makes us put
more on the line, demands more commercials and keeps us up
nights, it also has this great and saving grace: It works.
_ PLAYBACK
QUOTES WORTH REPEATING
THE 35% THAT HURTS
B. CALVIN JONES, program manager
of KDKA-TV Pittsburgh, speaking May
17 at the Pennsylvania Assn. of Broad-
casters meeting [B«T, May 20], poses a
question about the increased cost of fea-
ture films that face tv.
ONE of my concerns at the moment is
whether or not Hollywood interests might
indirectly force us into a position where
we will price ourselves out of the feature
film market. Successful feature program-
ming demands quality pictures and the
pictures we have worked with to date
have been pre- 1948 productions. But
post- 1948 productions will require 35%
of the gross payment to the Screen Actors
Guild.
If the studios and independent pro-
ducers plan to maintain their present
margins, this in effect means that our
costs will increase 35%. This is in the
face of annual year to year increases in
below-the-line costs supporting general
station operation. 1 wonder whether or
not we will be able to keep it up.
. . . Whether or not our circulation can
justify proportionate increases in cost to
the advertiser remains to be seen.
WHAT DOES TV OFFER?
ANNE W. LANGMAN, in the May 18
Nation, commends the "deeper level"
of programming by local tv stations but
also has this to say — aimed at networks
particularly:
EVERYONE agrees that baseball makes
a fine show on television and almost ev-
Page 118 • June 3, 1957
eryone will look in on a Congressional
hearing with real if morbid curiosity.
But aside from such entertainments, has
the home screen anything to offer the
adult mind? Not much, it seems. Om-
nibus can be counted on more often than
not: Leonard Bernstein on music, Agnes
DeMille on dance. Camera 3 continues
to find new ways of presenting music and
art; Medical Horizons and The March
of Medicine are better than respectable
in their limited field. But these are ex-
ceptions to the network fear that serious
discussion will upset the delicate balance
of the sponsor-producer-consumer trian-
gle. Race relations? The South wouldn't
stand for it. Politics? You must be im-
partial. Divorce? The Catholic Church
would boycott the show. Civil Rights?
Watch out for the veteran groups. Sex?
The children might be watching.
ANTICS BEHIND SEMANICS
ROBERT D. LEVITT, president of Cali-
fornia National Productions, tells why
the term "pilot film" has been stricken
from the trade lexicon of CNP, of which
NBC Television Films is a division.
"PILOT FILM" has come to mean a
sample of a film series that is shot and
then peddled from ad agency to agency
and from network to network in hopes
of attracting a sponsor and air time. And,
when these fail, there's still the big
regional deal to gun for. Only after one
of these is signed does the film producing
and distributing company feel confident
of recouping negative costs on the pro- ||
posed series and it flashes the green light
for full production.
... This procedure is abhorrent. It
represents lack of confidence in the essen- ||
tial artistry, skills and knowledge of our ||
industry.
In embarking on a new film venture,
this company generally first makes a test
film. Then a temporary halt is called.
Next follows a period of intensive study If
to determine how every element of story
and graphics can be brought to optimum
quality level. No sales effort is made until §|
the experimental episode proves the |;
merits of the whole series. That first §;
try at the camera thus in reality is a
prototype for a series.
A SLOGAN IS BORN
BARTON A. CUM MINGS, president of
Compton Ad\ speaking May 21 at the
Chicago Tribune Forum on Distribution
& Advertising, relates an incident in
which the agency's researchers capitalized §i
on a consumer guilt complex:
A FEW YEARS ago we were working on
plans for introduction of a new tooth- |f
paste. Through depth interviews we §|
learned that almost everyone believed
they should brush their teeth after every
meal. But nobody did. We detected a
guilt complex. Our problem was how to
take advantage of this guilt. After con-
siderable research we found the answer: ||
"Here's a toothpaste for people who can't ||
brush after every meal."
Broadcasting • Telecasting
Nowadays, everyone calls this "bleeding whites"
Time was when this phenome-
non went by a variety of names —
all describing an overloading con-
dition in which white areas appear
to flow irregularly into black areas.
Today, everyone in the transmis-
sion end of TV calls it '"bleeding
whites." And the same common
language covers the scores of other
signal patterns that appear on
oscilloscopes.
It's a brand-new language, com-
piled in a Bell System book called
"Television Signal Analysis." Net-
work technicians and Bell System
men teamed up to write it. Their
purpose: to give precise definitions
to a uniform set of terms. That
way, when describing picture qual-
ity, they'd all be talking about the
same thing.
This co-operative effort pays off
dozens of times a day. It gives the
TV industry one more assurance
that the signals carried over Bell
System lines will be of high quality.
BELL TELEPHONE SYSTEM ('
If you'd like a copy of the booklet,
please write to: Division Commercial
Manager — Program, American Tel
phone & Telegraph Company, 250
Park Avenue, New York 17, New York.
Providing intercity channels for network television and radio throughout the nation
Broadcasting • Telecasting
June 3, 1957 • Page 119
from
9 to Noon
in the
nation's
Capital,
WRC is...
THE NEW
OF THE
HOUSE • The best time to reach the keeper of the family purse-
strings is 9 AM to Noon. In Washington, WRC is tops in this all-important time period,
winning a 26% share of the total radio audience, 62% more than the second station.*
Al Ross' "Timekeeper" program, Gene Archer's "Date in Washington" and NBC's
"Bandstand" with Bert Parks are the big attractions that win the homemaker audience.
In Washington's 17- radio -station market, a plurality like this, early in the day, means
greater returns by nightfall for WRC-advertised products. WRC Radio should be speaking
for your product now in the nation's capital.
*N SI Report — Washington D. C. Area — January 1957
WRC -980
Page 120
June 3, 1957
WASHINGTON, D. C. SOLD BY iNBClSPOT SALES
Broadcasting
Telecasting
MONDAY
MEMO
from ART DURAM, vice president in charge of radio & television,
Fuller & Smith & Ross
WHY BUY THE BIG AUDIENCE
YOUR SHOW SHOULD ATTRACT?
A rthur Durum:
B. Chicago,
Sept. 26, 1912;
educ. U. of Il-
linois. Served
as major in
Army Air
Force intelli-
gence during
World War II.
With CBS for seven years, start-
ing as market researcher and leaving
as national sales director. Joined
Fuller & Smith & Ross in 1951 he-
coming vice president in charge of
radio and television and a director
of the agency.
MORE than 40 different tv programs bask luxuriously in the
"8 million and up" commercial audience club — a circle that
extends up and up to the 15-million-home wonderland of
Ed Sullivan.
Yet, for every big nighttime audience watching a single tv
commercial there are only a few people at the agency-client
level and network who really know "what it took" to produce
this fine multi-million audience.
In today's television struggle it is not yet quite vital to
dissect the "what it took" element. Those concerned are happy
enough just to have the giant audience in the face of today's
competition. In tomorrow's television it will be a vital point,
perhaps embarrassingly vital.
Since this is still today, I do not intend to open up tempo-
rarily-buried problems, but merely to let out a small cry
against one of the gnawing evils of lazy tv campaigning.
Let's divide big audiences into two very broadly-defined
groups. First are the many big evening audiences which re-
flect nothing but credit on those persons responsible for
delivering them — both agency and client. Dissecting of this
group would reveal patience, resourcefulness, initiative and
farsighted planning. It might even reveal a special talent on
somebody's part for inexpensive exploitation and promotion of
audiences.
The second broadly-defined group would be those major
evening audiences which are gained in diverse ways but
which reflect little or no credit on the happy sponsors. My
axe grinding is in this area, for here are the sponsors and/ or
agencies determined to have the big audience with or with-
out the skills normally required to build same.
FAITH IN A POCKETBOOK SPELLS FUTURE TROUBLE
The technique of this group, on the one hand, is the use
of an unbelievably huge program budget dedicated to the
simple process of overpowering the competition. Many factors
have conspired to encourage larger and larger above-the-line
budgets and this so obviously is a detrimental trend for the
whole industry that little comment is necessary. This trend
must eventually starve itself to death from lack of financial
nourishment.
On the other hand is another insidious practice which is
syphoning off more than a million dollars a year from tv
budgets. This is the supposed buying of a tv audience by in-
vesting additional budgets in print media for ads that sell
your entertainment. In an amazingly innocent way producers,
packagers, networks, and agencies will say to a client, "we have
a great franchise and a superb program so please get up an-
other $200,000 per year for newspaper ads to tell the public
about it."
"What's wrong with this?" you might ask and point out
that with a $4 million annual budget another $200,000 is
only 5% more to insure better product exposure and better
future audiences. Well, here are the most obvious criticisms
of this practice.
No other advertising medium is guilty of this. The big
magazine advertiser does not invest a small amount in tv
spots in order to increase his ad readership in a given maga-
zine issue. Tv must build its own audiences through the
medium itself or else the original time and talent budget is
suspect. And, since so many successful tv programs are
breezing along without print support, there must be some-
thing wrong with shows which can't survive without this help.
Secondly, there are many devices available to the alert
agency to use in audience promotion which cost little or no
money. Exploitation and promotion are a matter of resource-
fulness, not wealth.
IT ADDS TO YOUR COST PER THOUSAND
It is very questionable that tv newspaper ads loudly pro-
claiming your entertainment do much good. Examine this:
The $4 million television advertiser probably insists on an
audience result somewhere near the $8-$ 10 per M level of
efficiency. If he adds $8,000, for example, in newspaper space
per show this extra money must deliver about one million
more tv homes or else it doesn't measure up to the basic
investment.
Does it do this? For certain type stars and program at-
tractions it might. Yet, at best it would only deliver this extra
million circulation to the door of your show. After that, only
the entertainment value of your show will keep them there
for the all-important commercial exposure. And the type
program for which newspaper ads can add extra circulation
are the very programs which can readily get maximum share
of audience by simpler, less costly, devices. If you attract
audience to the door of your show and don't deliver enter-
tainment value, which is often the case, you seriously diminish
the impact of your next ad.
There are dozens of other reasons which logically susgest
that all concerned should look long and hard before demand-
ing support of print media to bolster a sagging share of
audience.
Finally, it is possible that money devoted to extra print
support might just be the difference, if added to your pro-
gram budget, in getting that better script, that better cast,
or better production to build your audience on a lasting basis.
Broadcasting • Telecasting
June 3. 1957 • Page 121
P&G— Airborne
MANY years ago the builders of the Procter & Gamble empire
decided to test a daring theory of business promotion — spend
a dollar to make a dollar plus some profit. These sales-minded
men started to advertise and to promote their Ivory soap and Star
candles. Through the decades P&G has shown its faith in adver-
tising. It has achieved, through media and marketing sagacity and
energy, a dominant place in the soap-detergent field, and its media
budget is second only to that of General Motors.
A look into the way P&G moves its* merchandise into 19 out of
every 20 American homes reveals that the company's greatest
growth dovetails with, first, the spread of radio and tv as mass
media and, second, with the fact that P&G became the leading user
of broadcast advertising. For a quarter-century P&G used more
radio than its major competitors put together. Now it is taking
advantage of television's eye-ear appeal.
P&G has exploited its brands with success — most brands with
more success than most of those sold by competitors. It has ambi-
tious plans for several new lines of food and household specialties.
The documented account of P&G's television advertising — presented
in detail in this issue of B«T — discloses a series of powerful net-
work and spot campaigns that have produced one of the great sales
successes in marketing history.
Don't Hold Your Breath
TO JUDGE by superficial news accounts of the FCC's "Notice
of Further Proceedings," one would think that approval of sub-
scription television was certain and imminent. It is neither.
The FCC said in its notice [B*T, May 27] that it believed it had
"the statutory authority to authorize the use of television broadcast
frequencies for subscription television operations if it finds that it
would be in the public interest to do so."
That phrase was widely quoted as the "news" in the Commis-
sion's notice. And indeed if the Commission had made an announce-
ment confined to an assertion of its authority over toll tv, it would
have been news of considerable moment.
Taken in context, however, the FCC's reference to its authority
in this field becomes less significant than other elements of its no-
tice. The dominant mood of the notice — viewed as a whole — is
uncertainty. The Commission admits it cannot answer fundamen-
tal questions about toll tv, cannot even decide how or when to ap-
prove experiments. The notice is not a document of intentions.
It is a plea for help.
The Commission's lack of definite accord on toll tv is further
revealed in the letter it wrote to Rep. Oren Harris explaining that
it was in no position now to answer the several basic questions he
raised a month ago about subscription tv.
In the FCC's letter to Mr. Harris, which was printed in full text
in B*T last week, the Commission said it needed the information
to be obtained from its Notice of Further Proceedings before it
could form policy on toll tv.
"In addition," the FCC letter read, "such information should
also enable the Commission to determine whether amendatory leg-
islation is required and should be recommended to the Congress
in connection with subscription television service."
That language seems to be at odds with the Commission's claim
of authority over toll tv as contained in its own notice.
It is quite possible, of course, that the FCC eventually will ap-
prove some form of test of toll tv. It will be a while, however.
Quite a while.
A Better Use for the Money
SEN. Warren G. Magnuson sees in television a tremendous force
to "strike directly" at existing shortages in teachers and schools.
He further feels that educational tv will meet the needs of educat-
ing our children "with the least cost and in the most expeditious
manner." Putting action to his words, the senator has introduced
a bill which would give a $1 million subsidy to each state and ter-
ritory to get educational tv off the ground.
We will not quarrel with the senator's feelings about the use of
tv in education (although we can quote many authorities in the
field of education who will). We do quarrel with his proposal to
use federal funds for on-the-air facilities to answer the teacher short-
Page 122 • June 3, 1957
Drawn for BROADCASTING • TELECASTING by Sid Hll
"Remember the act you hired by 'phone last week? The two tigers who
could play catch?"
age. As the current Hagerstown, Md., experiment is demonstrat-
ing, closed circuit tv facilities can do an effective teaching job
without drawing upon already-saturated spectrum space.
Neither will we quarrel with the senator's concern over the
nearly-200 reserved educational channels which have lain fallow
since they were created five years ago. Indeed, the nation's broad-
casters, frustrated by an allocations table which on the one hand
does not satisfy commercial needs and on the other permits this
sizable hunk of spectrum to lie idle, join in his concern. We would
suggest to the senator that the solution to his educational problem
is not to pour $50 million into a dry hole, but to direct it into
programming which can be pumped directly to the schools via
closed circuit. And further, that the solution to those unused chan-
nels is not to subsidize their use by states which have shown no
eagerness for them, but to make them available to the commercial
broadcaster who needs them so desperately.
The Tithing Tune
WE CAN only hope, at this writing, that the nation's television
broadcasters did right by their All-Industry Television Music
License Committee, whose onerous job it is to negotiate new tv
music licenses with ASCAP.
The ballots to choose a permanent committee were returnable
last Friday, so the outcome may not be known for a few days yet.
But this is one election where the results can be judged better by
the volume of the voting than by who won or lost.
Fifteen good men were nominated at the original all-television
meeting in Chicago in April, and it seems impossible that — whether
they elected the specific nominees or not — the nation's broadcasters
could fail to come up with a sound, responsible permanent com-
mittee. Moreover, the temporary committee, acting under the au-
thority granted in Chicago, has already made sure that broadcasters
will have superior and experienced legal counsel by retaining For-
mer Judge Simon H. Rifkind, who represented tv in the success-
ful negotiations three years ago, to take on the same job again [B«T,
May 27].
The larger concern of thoughtful broadcasters, then, is not with
specific candidates but with the size of the overall ballot. For there
was a poll tax in this election — a very necessary one. To vote, a
station had to agree to pay its highest one-time announcement rate
as dues. If the vote is big, the committee — whatever its composi-
tion— can be sure that it has the sort of backing it must have or
else fail.
It will be no simple matter to convince ASCAP that telecasters,
who with their radio brethren already account for approximately
80% of ASCAP's income, should in all justice get lower rather
than higher rates. It'll be expensive as well as tedious. Last time,
the job took four years and cost more than $100,000.
This is an all-television job the committee is undertaking.
Every tv station stands to benefit. But time is short; the cur-
rent ASCAP tv licenses expire Dec. 31. Any stations that failed
to send in their ballots should take steps immediately to get behind
the committee with financial as well as moral support. Moral sup-
port alone will win nothing from ASCAP. And the ante is negligi-
ble, considering the stakes.
Broadcasting • Telecasting
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2d
« YEAR
BROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION JUNE 10, 1957 35< PER COPY
Celler report less severe than advance billing
More Hollywood movies in works for tv release
Khrushchev interview: News story of the week
Everybody's talking about closed-circuit pay tv
Page 31
Page 52
Page 60
Page 80
Celler takes his stand
Scene-stealer Khrushchev
Wired pay tv: Hot topic
NOW the Best News for Shrewd Advertisers
since Saturation Packages
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YORK CHICAGO * ATLANTA DETROIT LOS ANGELES • SAN FRANCISCO ST LOUIS
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We don't work for KVTV. but
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Testimonial
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Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting Publications, Inc., 1735
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• 1
LANCASTER, PENNA.
NBC and CBS
STEINMAN STATION • Clair McCollough, Pres.
Representative :
The MEEKER Company, Inc.
New York Chicago
Los Angeles San Francisco
Page 4 • June 10, 1957
Broadcasting
Telecasting
closed circuit
to lighten ban on electronic reporting in
courtroom won't get serious ABA consid-
eration until House of Delegates meets in
February 1958.
B»T
COX SUPPORTER • If Sen John W.
Bricker, of Ohio, ranking Republican
member of Interstate Commerce Com-
mittee, has his way, report of Democratic
counsel Kenneth Cox on network opera-
tions will be adopted as report of full
committee, according to reliable sources.
Reports of previous committee counsel,
which were highly provocative, were re-
leased as reports to committee rather than
by committee.
B«T
BASIS for FCC's stand that it has right to
authorize pay tv on broadcast frequencies
(see page 70) is Congressional legislative
history involving Radio Act of 1927. In
that year there M ere two proposals to pro-
hibit charging of fees for broadcast recep-
tion. Both failed of passage. This, accord-
ing to certain toll tv proponents, implies
that Congress did not mean to prohibit
charge for receiving broadcast signals.
B»T
TWO HOT ONES • One Commissioners
opinion on two hot topics will be aired at
Md.-D. C. Radio & Television Broad-
casters Assn. meeting at Ocean City, Md..
this week. Comr. T. A. M. Craven ex-
pected to contend: (1) that broadcasters by
default are allowing government to censor
programs indirectly and actually to run
economics of their operations, whereas he
interprets law to provide for free compe-
tition with no censorship and minimum of
government interference; (2) that test of
subscription tv on "open circuit*' basis, in
his judgment, is essential and that he ex-
pects FCC to authorize experiment, with
only question in his mind what "peri-
meters"" of testing should be.
B»T
BECA USE General Motors plans to spend
so much money in television next year,
it's understood firm may name top Madi-
son Ave. executive to head newly created
post of tv head of GM.
SUSPENSE • Explosive Khrushchev ap-
pearance on CBS-AM-TV, Face the Na-
tion last week (Sunday) almost didn't hap-
pen because of Soviet bureaucratic red
tape, it no%v can be stated authoritatively.
Soviet part}' boss raised question about
use of "outside" man (B. J. Cutler. Herald-
Tribune) as panelist, but CBS insisted that
customary format be retained. Kremlin
green light was not given until Monday.
May 27 — day before interview was shot.
CBS crew of half-dozen reportedly was all
packed and ready to leave when clearance
came.
B»T
CL RBSTONE estimate of overall cost of
history-making broadcast was about $25,-
000. In addition to six-man crew. 30
crates of equipment, weighing 2.250
pounds, were moved by air from Paris to
Moscow.
B»T
IN THE RUNNING • Scuttlebutt last
week on FCC sweepstakes for McCon-
naughey vacancy upcoming June 30: T.
Hartley Pollock. St. Louis attorney,
scratched and out of running. New entries:
Former Rep. Clifton Young, of Reno
(Harvard graduate. 35-year-old Republi-
can, attorney active in young Republicans,
infantry major World War II) and Charles
O. Pengra. of Boston (senior partner in
Boston law firm of Choate. Hall & Stew -
art). Still in running: George S. Smith,
president of FCC Bar Assn.; FCC General
Counsel W'arren Baker. FCC Secretary
Mary Jane Morris, latter coming up with
strong Midwest support, particularly from
her native Michigan.
B»T
XOT only FCC members, but members
of Congress expressing concern over delay
in naming McConnaughey successor as
Commissioner. Almost everybody seems
in favor of chairmanship for John C. Doer-
fer, including candidates. Failure to get
Senate confirmation by June 30 would
hamstring FCC. particularly where tie
votes might be involved. Members of Sen-
ate Commerce Committee, unhappy about
way administration has been handling ap-
pointments anywcry, doesn't want to be
stampeded into confirmation action at
eleventh hour.
B»T
SHORT TRIP • There's been quiet change
of plans about announced appointment of
William S. Morgan Jr.. vice president and
general manager of McLendon Corp.'s
KLIF Dallas, to be programming vice
president of American Broadcasting Net-
work [B«T, May 27]. He was all set to
take over new duties early in June, but
signals were switched at last moment, pre-
sumably by mutual agreement, and he"s
reported to have returned to McLendon
Broadcasting • Telecasting
group as assistant to president, Gordon
R. McLendon.
B»T
FEDERAL Trade Commission attorneys
are mulling questions raised by several
complaints received in last week or so from
radio stations attacking purported exag-
gerated advertising claims by competitors.
Complaints allege that offenders are claim-
ing bigger audiences and more coverage
than they actually have. Basic question for
FTC apparently is one of jurisdiction.
B»T
REFUTING RUMORS • People on Ford
Dealers account at J. Walter Thompson
Co. say they're having to work overtime to
knock down reports, circulating last week,
that they and Ford — because of Ford
Div.'s $5.5 million package buy on CBS
Radio network [B«T, May 13. et seq.] —
are recommending that they get extra ex-
posure by buying only on stations not af-
filiated with CBS Radio. They stress no
such recommendation has been made and
that, moreover, in handling Ford Dealers"
multi-million-dollar spot campaign they're
buying time on same basis as always: best
availabilities they can get. Placing time on
basis alleged, they say, would not be in
best interests of client.
B»T
ROBERT HELLER & Assoc., Cleveland
management engineering firm, has been
commissioned by CBS to make study of
network's housing and space requirements
in New York, with report likely within
three months. Report will be projected
into future needs of company and, in tv,
will take into account originations from
New York as against Hollywood, as well
as live vs. film. Starting point was analysis
made by CBS of its own needs and require-
ments over next five years.
B»T
THE REAL TOLL • Though they haven't
come out and said so, number of Holly-
wood studios and independent producers
are against toll tv strictly for reasons of
national economy. They feel toll tv will
wreck economy because average wage
earners will feed tv coin box at expense
of paying more necessary household bills.
They estimate that viewers now spend over
13 hours weekly with tv, that monthly bill
for pay-tv would come to S30 including
installation and maintenance. At that rate,
how long till grocer gets hurt? they ask.
BtT
DESPITE growing recognition in judicial
circles of broadcasting's ability to report
court proceedings unobtrusively, there's
slim chance that American Bar Assn. will
take any action to ease oppressive Canon
35 at annual convention in July, when re-
port of canon-revising committee is due.
Best guess at this time is that any effort
B»T
IN THE RING • Stanley Hubbard presi-
dent of KSTP Inc., St. Paul-Minneapolis,
who last month took over ownership of
KOB-AM-TV Albuquerque, N. M., from
Time, Inc.. is in what he describes as "fight
to the finish" with Albuquerque's two news-
papers over publication policy on radio
and tv logs. Mr. Hubbard said he found
KOB was paying two newspapers SI 4.000
per year for listings, when general prac-
tice is to run such logs as "public service"
to subscribers. Newspapers demurred and
war was on. Other stations also have can-
celled paid listings, reports Mr. Hubbard.
June 10, 1957 • Page 5
a few
but most
people watch
And we can prove iti Again, more
quarter-hour firsts as surveyed
by the April Pulse and the
March ARB and Nielsen.
another
KCMO-TV Kansas City channel 5
H l-T Syracuse :hann :
KPHO-TV Phoenix chari .
WOW-TV mono
Joe Hartenbower, General Mgr.
Sid Tremble, Commercial Mgr.
Represented nationally by Katz Agency
KCMO-TV one of Mere-
dith's Big 4 . all-family stations.
Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 6 • June 10, 1957
Broadcasting
Telecasting
THE WEEK IN BRIEF
LEAD STORY
Agencies, Networks Dissected — House antitrust group report
asks Dept. of Justice to review advertising practices. FCC
scolded by Chairman Celler's committee, which also found
that while tv has made great advances, there is plenty of room
for improvement. Time-option and must-buy practices are
criticized. Page 31.
ADVERTISERS & AGENCIES
Foods Spend Most In Spot Radio — Total of $8.3 million
invested in spot radio time for food and grocery advertising in
first quarter of 1957. Tobacco products close second with $8.1
million. Overall three-month spot outlay was $48.8 million.
Station Representatives Assn. report shows complete product
breakdown. Page 44.
Why Edsel Picked FC&B — Here are the reasons behind the
agency selection for Ford's new auto. Page 36.
Aftermath of Cancer Report — Major tobacco advertisers
and their agencies expect American Cancer Society report,
linking tobacco smoking with death rate, to have little effect
on their advertising plans. Page 34.
Could Your Spot Tv Sue For Non-Support?
— Martin Himmel of Dunnan & Jeffrey uses
B»T's Monday Memo to outline basic com-
mandments for advertisers who fail to set
up distribution, merchandising and orienta-
tion of retailers before getting into spot tv.
Page 129.
NETWORKS
MR. HIMMEL
Time Buys That Paid Off — Hair curlers, discount items and
even bologna can be sold throu?h radio-tv. Successful adver-
tisers show how it's done. Page 44.
FILM
Paramount Will Tune Itself Into Tv Picture — President
Balaban sees Paramount Pictures as an "important supplier"
to television, both sponsored and toll. The Hollywood major
hasn't made deal on its pre- 1948 library, but may this year.
Mr. Balaban feels commercial tv is in trouble and needs
movieland's product. Page 52.
United Artists Paints Rosy Picture — Stockholders in com-
pany's first stockholder meeting in 38 years are told firm plans
to live happily ever after with tv. In exclusive B»T interview
UA President Arthur B. Krim and Tv Sales Director John
Leo explain U-A's "philosophy" towards tv, hint at stepped-up
activity in that field. Page 54.
Government Reaction to FCC's Tv Proposal — Suggestion
to junk five-year-old system of processing tv applications
draws around hundred comments. They range from outright
acceptance to complete dismay. Page 70.
More Blistering of the FCC — Tv grants draw further cen-
sure from Capitol Hill. Chairman McConnaughey answers
Rep. Dingell. Page 74.
KHRUSHCHEV
That Kremlin Exclusive — CBS' Face the
Nation interview of boss Khrushchev gen-
erates much comment across the nation,
from the White House to the remotest bar-
bershop. Most, particularly the press, are
lavish in praise of the network's reportorial
enterprise; there are a few growls and ques-
tions. Page 60.
PROGRAM SERVICES
Cable Movies in the Home — Will American public pay more
for movies delivered to the home than they do at theatres?
That is basic question to be answered by Bartlesville, Okla.,
wired toll tv program, Jerrold's Milton Shapp and Interna-
tional Telemeter's Carl Leserman agreed last week in debate
at Pittsburgh convention of community tv operators. Page 80.
New Microwave Relay Readied — Bell Telephone Labs.,
with aid of new solid state devices and other technology, ex-
pects to have installed in two-three years new radio microwave
relay that will broaden cross-country tv program highway.
Page 96.
$5 Million Lure For Giants, Dodgers — ITV makes offer
for closed-circuit tv rights if ball clubs stay in New York.
Page 91.
MANUFACTURING
RCA Mapping Plans — RCA, cashing in on high-fidelity
sound boom, intends to give all-out push to stereo home re-
production equipment this fall. To tell story of binaural sound,
RCA and Kenyon & Eckhardt will show UPA-produced tv
commercials later this summer on network, while dealers plan
co-op on local stations. Pages 95 and 35.
INTERNATIONAL
BBC, 21 Months After Commercial Tv — Gerald Beadle,
BBC director of television, reviews the history and plans of
the government corporation in a special interview with B«T's
editors. He makes some comparisons of BBC and commercial
tv operations. Page 120.
DEPARTMENTS
ADVERTISERS & AGENCIES . . 34
AT DEADLINE 9
CLOSED CIRCUIT 5
COLORCASTING 36
EDITORIAL 130
EDUCATION 98
FILM 52
FOR THE RECORD 107
GOVERNMENT 70
IN PUBLIC INTEREST 20
IN REVIEW 18
INTERNATIONAL 102
TRADE ASSNS.
LEAD STORY 31
MANUFACTURING 93
MONDAY MEMO 129
NETWORKS 54
OPEN MIKE 14
OUR RESPECTS 26
PEOPLE 103
PERSONNEL RELATIONS
PROGRAM SERVICES S
PROGRAMS & PROMOTIONS .11
RATINGS 39
STATIONS 98
68
Broadcasting • Telecasting
June 10, 1957 • Page 7
Newest Twin Cities Pulse is further proof that 1956 figures are worthless for 1957 time-buying.
PULSE UP!
(7 a.m. -7 p.m., Mon.-Fri.)
March
April
1956
March
April
1957
2.8
6.1
WDGY is now an even stronger first every afternoon.*
Look at the chart at the left . . . and see how far WDGY has come
on Pulse in the last 12 months. Storz Station programming excite-
ment has overturned radio listening habits of a generation — and Pulse
isn't alone in reflecting it.
WDGY is first NSI area 9 a.m.-6 p.m. Monday-Saturday.
WDGY is first all day per latest Trendex. In every recent report,
WDGY has a big first place audience story!
This is hardly the way things were 12 months ago, and thus buying
Minneapolis-St. Paul on the strength of outdated figures, or obsolete
"images" can be misleading. Scrap them . . . and let John Blair
update you. Or, talk to WDGY General Manager Steve Labunski.
*March-April 1957 Pulse.
WDGY 50,000 watts Minneapolis-Sh Paul
Today's Radio for Today's Sefiing
TODD STORZ,
WDGY WHB WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
KOWH WTIX
Omaha New Orleans
Represented by Adam Young Inc.
Page 8 • June 10, 1957
Broadcasting • Telecasting
at deadline
NARTB BOARD TO GET NEW TV COUNT METHOD • BUSINESS BRIEFLY
NARTB has come up with method of meas-
uring television circulation by station cov-
erage areas and on national basis.
Dramatic new technique, approved last
week by special Audit Television Circula-
tion Committee, is slated for Tv Board ac-
tion June 19 in Washington. If approved,
next step will be formation of industry cor-
poration to operate measurement project.
Over four years of planning has gone into
development of tv circulation audit. Project
instigated in December 1952 at Tv Board
meeting. It has moved through early discus-
sion of measuring and interview techniques
and field research. Next step will be pilot
study, if board approves.
Experimental stage included development
of special meter attached to tv set. This was
Stanton Tells Anfuso How-Why
CBS-TV Interviewed Khrushchev
CBS-TY did not clear its Khrushchev inter-
view with anybody because as "Tree Ameri-
can journalists" network's job was to "'seek
out and report the news." Dr. Frank Stan-
ton. CBS president, said Friday. His com-
ment was in letter sent to Rep. Victor L.
Anfuso (D-N. Y.) who publicly posed ques-
tions on filmed interview to Stuart Novins,
moderator of Face The Nation [earlier story,
page 60].
Dr. Stanton wrote that policy decisions
affecting program were made by manage-
ment and thus, "I, as president of CBS.
ought to give you this prompt reply." Though
CBS informed U. S. State Dept. of its plans
questions were not submitted to anyone in
advance. Dr. Stanton said, and neither did
CBS have any idea as to what Khrushchev
would say.
Objective of interview. Dr. Stanton ex-
plained, was to "'do what has never been
done before" — get Russian leader in front
of cameras and microphones in unre-
hearsed interview "so that the American peo-
ple could hear, see and judge for themselves
the nature of communism and the com-
munist leadership." CBS' intention "hardly"
was to secure a "confession" that com-
munist system is bad (as Rep. Anfuso put it),
CBS president said.
Dr. Stanton also pointed out that CBS had
scheduled for yesterday (Sun.) on tv (3-4
p.m.) and on radio (10:05-11 p.m.) analysis
program called Comment on Khrushchev by
George Meany. AFL-CIO president; Dr.
Philip E. Mosely. Council on Foreign Rela-
tions, and New York Times correspondent
Harrison Salisbury, who formerly headed
paper"s Moscow bureau. He also reminded
that CBS had offered facilities to President
Eisenhower for comment on interview.
to check against efficiency of various inter-
view techniques.
Report to audit committee made last
week by Hugh M. Beville Jr.. NBC vice
president and chairman of research subcom-
mittee. It was accepted by full committee
headed by Campbell Arnoux. WTAR-TV
Norfolk. Va. Attending meeting in New
York, besides Messrs. Arnoux and Beville.
were Payson Hall, Meredith Stations: Ward
L. Quaal. WGN-TV Chicago; Lee B. Wailes,
Storer Broadcasting Co.: Julius Barnathan.
ABC-TV: Melvin A. Goldberg. Westing-
house Broadcasting Co. Representing
NARTB: Harold E. Fellows, president:
Thad H. Brown Jr.. tv vice president: Rich-
ard M. Allerton. research manager, and
Dan Shields, assistant to Mr. Brown.
WLOF Gets Tv Nod in Orlando
FCC Friday granted ch. 9 in Orlando. Fla.
to WLOF, that city, reversing examiners
1955 initial decision favoring WORZ Or-
lando for vhf facility. Commission's deci-
sion against WORZ primarily based on what
it called indirect ownership in WORZ af-
fairs exercised by William O. Murrell Sr.
WLOF owned by John W. Kluge group (in-
cluding Joseph L. Brechner and Harris H.
Thomson, which also owns WGAY Silver
Spring. Md.: WILY Pittsburgh; KXLW
Clayton, Mo.; WHIM Providence. R. I..
and WKDA Nashville, Tenn.
Barco Heads NCTA
GEORGE J. BARCO. Meadville. Pa., com-
munity tv operator, elected new president
of National Community Tv Assn. at Pitts-
burgh convention [early story, page 80].
He succeeds Bill Daniels. Wyoming cable
owner. Other new NCTA officers: Glenn
H. Flinn. Tyler. Tex., vice president: A. J.
Malin. Rochester. N. H., secretary, and
Clive Runnells Jr.. Williamsport. Pa.,
treasurer.
A WEDDING FOR ORR?
WITH loss of Andrew Jergens Co.
account last week — Jergen*s advertis-
ing budget reportedly is in neighbor-
hood of S4 million — it's understood
that Robert W. Orr Assoc. may merge
with another agency. Jergens, Orrs
largest advertiser, has not yet ap-
pointed another agency and still hasn't
set its fall tv plans. Firm had been
on Steve Allen's NBC-TV Sunday
night show until few weeks ago.
Late-breaking items about broadcast
business: for earlier news, see Adver-
tisers & Agencies, page 34.
GROOMING VASELINE SPOTS • Chese-
brough-Pond. N. Y., for Vaseline Hair
Tonic, preparing spot announcement cam-
paign to run in 125 radio markets starting
July 1 for 26 weeks and two days. McCann-
Erickson, N. Y.. is agency.
PRELL'S SUMMER SPELL • Procter &
Gamble (Prell), Cincinnati, starting spot tv
campaign in undisclosed number of mar-
kets to run throughout summer. Agency:
Benton & Bowles, N. Y.
BUYS THE BEAUTIES • Philco Corp.,
Phila.. through BBDO N. Y., will sponsor
90-minute show on CBS-TV Sept. 7 featuring
"Miss America Pageant." This is third suc-
cessive year Philco is underwriting sponsor-
ship of event.
DUAL-DRIVE SET • Warner Lambert
Pharmacal Co. (Listerine). N. Y., plans to
place two four-week blocks of spot an-
nouncements, daytime only, on about 50
markets. One block will start July 22,
other Sept. 30. Lambert & Feasley, N. Y., is
agency.
CAMPAIGNING FOR STARCH • Com
Products Refining Co.. (Niagara starch),
N. Y., launching spot radio-tv campaign this
month in 35 markets, largely in Southwest,
using average of six announcements per
week on tv and 12 spots weekly on radio.
Campaign understood to continue until No-
vember. Agency: C. L. Miller Co., N. Y.
AIR CONDITIONER SPOTS • Westing-
house Electric Corp., Pittsburgh, for its air
conditioners. planning two-week saturation
spot announcement campaign in number of
major radio markets. Two schedules will be
placed in June. McCann-Erickson, N. Y.. is
agency.
TATROL' RENEWAL • P. Ballantine &
Sons. Newark. N. L. understood to have re-
newed for third consecutive year Ziv Tele-
vision Programs' Highway Patrol in 24 east-
coast markets. Twenty-five stations are in-
volved, since series is shown on both WPIX
(TV) and WRCA-TV New York. Renewal
effective this fall. Program has proved to
be most successful of film company's to
date, Ziv says, what with 90% of Ballan-
tine time slot placed in Class-A evening
time in major metropolitan markets. Wil-
liam Esty Co., N. Y., is agency.
Continues on page 10
Broadcasting • Telecasting
June 10, 1957 • Page 9
BUSINESS BRIEFLY
at deadline
STATIONS GET IN
IN unique arrangement, contract was signed
Friday between Screen Gems, N. Y., and
six tv stations whereby they will be part-
ners in creation, production and distribution
of new half-hour tv film series, Casey Jones.
Co-producing series with Screen Gems are
WPIX (TV) New York, KTTV (TV) Los
Angeles, KDKA-TV Pittsburgh. WBZ-TV
Boston, KPIX (TV) San Francisco and
KYW-TV Cleveland. Last four are Westing-
house outlets.
Particioating stations will share in pro-
duction costs of series and in revenue accru-
ing from sales by Screen Gems. Six stations
have leased series on usual rental basis. It
is available in other markets on regional
and local basis. Starting date set for fall.
Briskin Productions, Hollywood, will pro-
NBC Makes Limited Comment
On House Subcommittee Report
NBC greeted publication of House Anti-
trust Subcommittee's report on its broadcast-
ing investigation (story page 31) with state-
ment that "we are gratified that the subcom-
mittee, after months of study, has concluded
that network operations are 'indispen-
sable to television broadcasting'." State-
ment, being released today (Monday), said
"it is encouraging that the . . . subcommittee
gives such forthright recognition to the pio-
neering role of the networks in developing,
at great financial outlay and risk, the medi-
um of television."
"With regard to the specific practices or
transactions questioned by the subcomittee,"
NBC continued, "we feel it would be inap-
propriate to comment at this time since they
are under active study by the government
agency concerned or are in the process of
litigation before the courts."
NBC statement concluded: "To this we
can only add that the American system of
free enterprise broadcasting is the most
fiercely competitive industry in the nation
today. Out of an intense and continuing
three-network competition has emerged the
finest television service the world over — a
service that is only in its infancy and that
holds infinite promise for the future."
Forty Take Khrushchev Film
CBS Television Film Sales reported Friday
that 30 tv stations in U.S. and 10 foreign
stations and networks, including East Berlin
tv station operated by Deutscher Frenseh-
funk, have contracted on cost basis for CBS-
TV's exclusive filmed Khrushchev interview.
This was increase of 25 sales plus foreign
contracts over five domestic stations re-
ported last Thursday [story, page 64], only
two days after initial network telecast. East
Berlin tv pact negotiated by CBS via Rus-
sian official channels in U.S.
FILM BUSINESS
duce series for Screen Gems, with partici-
pating stations cooperating closely, accord-
ing to SG.
Screen Gems officials stressed that cost
of Casey Jones will be at least equal to
that of program series produced for network
or national sales. Since cooperating stations
have offered suggestions on concept of pro-
gramming, they added, series will bear "the
imprint of stations' desires and needs, and
in effect, will be tailor-made for local and
regional sales."
Negotiations were conducted by Donald
McGannon and Richard Pack, Westing-
house; Richard Moore, KTTV; Fred Throw-
er, WPIX and Jerry Hyams, representing
Screen Gems.
Albuquerque Press Shuns Logs;
'Denver Post' Invades With Lists
ALBUQUERQUE, N. M.. radio-tv station
logs are no longer appearing in local news-
papers— Journal and Scripps-Howard Trib-
une. Newspapers refuse to carry logs ex-
cept as paid advertising and stations will not
pay for space. Impasse took new turn Fri-
day when Denver Post sent crew to Albu-
queraue to promote circulation, disclosing
it will carry listings of city's three tv's.
Journal carried page one story explaining
th«t two of tv sft'ons refused to make their
logs available. Newspaper carried log of
KOAT-TV in snace paid for bv McCormic
Carpet Co., whose advertisement invited
other two tv outlets to make their lcs avail-
able. Foremost Dairies and Mead's bread
are distributing free pamphlets with station
logs, which n'so are carried by publications
of nearby defense installations. Albuquer-
que newspapers have charged stations space
rates to run logs over period of several years.
RCA Declares Dividends
QUARTERLY dividend of 25 cents per
share on RCA common stock, payable July
29 to holders of record June 21, announced
Friday by Brig. Gen. David Sarnoff, chair-
man of board, following regular meetine of
board of directors. Dividend of 87Vi
cents per share also declared on first pre-
ferred stock for period July 1 to Sent. 30,
payable Oct. 1 to holders of record Sept. 9.
Nation-Wide Buys 'Mama'
NATION-WIDE Insurance Co. (primarily
auto insurance), Columbus, Ohio, via Ben
Sackheim Agency, New York, has signed
$750,000 contract (time and talent) for
Mama film series for 52 weeks in 32 mar-
kets representing 14 midwest and north-
east states. Contract with CBS Television
Film Sales calls for 26 episodes plus re-run
of same films.
Continues from pages 9
STANDARD INCREASE • Standard
Brands, N. Y.. increases sponsorship of
Queen for a Day on NBC-TV to full half-
hour segment effective July 2 with 52-week
purchase of additional quarter-hour alter-
nate week segment. Firm also renewed
Tuesday 12-12:15 p.m. EDT segment of
NBC-TV's Tic-Tac-Dough for 52 weeks ef-
fective Aug. 13. Agency: Ted Bates & Co..
N. Y.
GROVE IN GARDNER'S CARE • Grove
Labs. (Bromo Quinine), St. Louis, appoints
Gardner Adv., St. Louis, effective July 1.
Account previously handled by Benton &
Bowles. Bromo Quinine budget is just under
$1 million.
Protesting Film Firms Told
To Appear in N. Y. June 12
FOUR protesting film companies — still
fighting FCC's subpoenas requiring filing
of information and records for Commission
network study — have been ordered to ap-
pear before Chief Hearing Examiner James
D. Cunningham in New York June 12 with
requested information. Commission affirmed
Examiner Cunningham's May 21 order
[B«T, May 27] upholding right of Com-
mission to require information requested
and denied appeals therefrom by Screen
Gems, Ziv Television Programs, MCA-TV
Ltd., and Revue Productions. If producers
still refuse to submit information Commis-
sion said it would "forthwith" institute pro-
ceedings in federal court to require com-
pliance. Meanwhile Screen Gems and Ziv
have challenged validity of subpoenas;
claiming they were issued by FCC Chair-
man McConnaughey and not by FCC as
whole, as required by law.
Hawaiian May Alter Ad Plans
CHANGE in advertising plans may be in
wind for Hawaiian Pineapple Co. as result
of parting, effective Oct. 1 with N. W. Ayer
& Son after 25-year association and appoint-
ment of Foote, Cone & Belding (west coast
office). Hawaiian had account split between
Ayer (which had Dole pineapple) and
FC&B, S. F. (other products such as fruit
concentrate). FC&B now gets whole ac-
count with estimated total yearly billing of
$3.5-$4 million. Hawaiian is not heavy
broadcast user at present, is not in network
but has some spot running in radio and tv.
N. W. Ayer says breakup caused by basic
agreement over marketing programs adopted
by client. Company had little comment,
though it noted that loss of handling by one
agency would be less expensive than having
account split between two agencies.
Philadelphia Trial to Start
TRIAL of 10 Philadelphia radio stations
and executives for alleged conspiracy to fix
prices, for which grand jury issued indict-
ment last year [B»T, July 2, 1956] scheduled
to begin Wednesday in Philadelphia federal
district court. Also included in both crimi-
nal and civil suits brought by Justice Dept.
— on grounds stations agreed to fix radio
advertising rates — was Philadelphia Radio-
Tv Assn.
Page 10 • June 10, 1957
Broadcasting • Telecasting
The circle of WSLS-TV influence
reaches a 2 billion dollar market
and bringing 548,200 households
within sales range.
Confirmed by NCS 2 Spring 1956
THE GREATER ROANOKE MARKET
Population .— . . .2,
onsumer Spend. Inc. . 7 $2,700,
Retail Sales \f. . .51,950,
By store classifications:
food. r. S456,
Drug.V- ./ S 55,
General Merchandise $235,
Apparel Y $107,
Home Furnishings $107,
Automotive S403,
Filling Stations $174,
Farm Population
Gross Farm Income $351,
^
Source: 1-1-57 SRDS estimates
consumer markets
209,500
177,000
146,000
058,000
502,000
399,000
998,000
784,000
677,000
001,000
624,100
801,000
of
HIGHEST RATED IN AREA
16 of the top 20 nighttime network programs
on WSLS-TV.
11 of the top 13 half-hour film shows on
WSLS-TV.
Rated highest in 341 of 499 quarter-hours.
(March '57 A. R. B.)
WSLS-TV Roanoke
316,000 Watts
Channel 10
REPRESENTED BY AVERY-KNODEL, INC.
Broadcasting • Telecasting
June 10, 1957 • Page 11
SPRING, SUMMER, FALL, WINTER...
I
Meet Laurence Roslow, Associate Director of
PULSE, Inc. He and his staff of statisticians
are constantly converting home interview re-
ports into reliable program ratings. Their impar-
tial findings, as you see in this ad, emphasize
the fact that Ziv shows rate great!
mm*
FALL
#1 in Cleveland
BEATS: Ed Sullivan, Climax,
Perry Como, Dragnet and
many others.
ARB— Oct.,
56
WINTER
#1 in Seattle-Tacoma
BEATS: Ed Sullivan, I Love
Lucy, Groucho Marx, $64,000
Question and many others.
#1 in Baltimore
BEATS: Ed Sullivan, Perry
Como, Groucho Marx, Play-
house 90 and many others.
ARB— Oct.,
'56
WINTER
#1 in Birmingham
BEATS: Dragnet, Lawrence
Welk, Playhouse 90, Wyatt
Earp, and many others.
PULSE— Feb. '57
FALL
49.8
#1 in Portland
BEATS: $64,000 Question,
Perry Como, Bob Hope, Play-
house 90 and many others.
ARB— Nov., '56
WINTER
#1 in Omaha
BEATS: Perry Como, Grou-
cho Marx, Jack Benny, Drag-
net and -many others.
ARB— Feb., '56
TIME AFTER TIME
SHOWS
KATC
6RMT
SPRING
36.1
#1 in Nashville
BEATS: Ed Sullivan, Drag-
net, Jack Benny, Bob Hope
and many others.
ARB — Mar. '57
SUMMER
#1 in Detroit
BEATS: I Love Lucy, Perry
Como, Groucho Marx, Drag-
net and many others.
ARB — June. '56
#1 in Providence
BEATS: Wyatt Earp, Danny
Thomas, Ozzie and Harriet,
Studio One and many others.
PULSE— MAY,
56
SUMMER
#1 in Dayton
BEATS: Ed Sullivan, Law-
rence Welk, Disneyland, Phil
Silvers and many others.
ARB— July, '56
SPRING
#1 in Chicago
BEATS: Groucho Marx, Drag-
net, Wyatt Earp, Sid Caesar
any many others.
ARB— April, '56
SUMMER
#1 in Jacksonville
BEATS: Groucho Marx, Drag-
net, Wyatt Earp and many
others.
PULSE— July. '56
m IN CITY AFTER CITY!
OPEN MIKE
P and Q's of P&G were There
editor:
Frank Beatty's round-up of the P&G story
in this week's B«T is, I think, as terrific as
it is accurate. It is truly a magnificent job of
reporting. I can attest to a great part of the
story because I was a P&G brand man and
first television supervisor (pre-World War
II) when Neil McElroy headed the adver-
tising department of this fine company.
John C. Koepf
Assistant to the
Assistant Secretary of Commerce
Washington, D. C.
editor:
J. Frank Beatty's piece on Procter &
Gamble was a masterful job of reporting,
interesting and thorough.
However, I could find no mention of Teel,
a liquid dentrifice that enjoyed something
less than the spectacular success common to
most other P&G brands.
William M. Nugent
Promotion Dept.
International News Service
New York
[EDITOR'S NOTE— The P&G story was pri-
marily concerned with the firm's use of tele-
vision, an era following the demise of Teel.]
Lauds Red Cross Support
editor:
It is a pleasure to thank B»T on behalf of
our Public Information Committee for its
valuable help in advertising our March cam-
paign.
You will be interested to know that this
year's campaign has reached 95% of its
$5,500,000 goal representing the most suc-
cessful campaign since the end of the Korean
conflict. The editorial support of your publi-
cation in reminding [those in radio and tv]
of the importance of supporting their Red
Cross played a substantial part in making
this possible.
Norman H. Strouse
(President, J. Walter Thompson Co.)
Chairman
Public Information Committee
American Red Cross, New York
Defends Educators' Track Record
editor:
A little education for the writer of your
editorial, "Uneducated Dollars" [B«T, May
20]. Educational television is going past
the half-way mark if you don't count the
score in the uhf (and you shouldn't), terri-
tories and unpopulated areas (and you
shouldn't).
Of the 50 vhf channels reserved for edu-
cation in populated areas 19 arc on the air,
eight more are under construction — total:
27 out of 50. Not bad.
Of the 23 reserved channels remaining,
we in New Hampshire have one (channel
1 1 in Durham, home of our university). We
are bound and determined to get it on the
air to help solve some of our serious educa-
tional problems.
So please, don't underrate the progress
of educational tv or the contribution of the
Ford Foundation to it.
Edward J. Kingsbury Jr.
Chairman
N. H. Commission on Educational Tv
Keene, N. H.
Urges 'Termite'-Proofing
editor:
I would like to congratulate you on the
editorial having to do with film bartering
[B»T, May 20]. This sort of thing will soon
break rate structures and also the value of
film.
I have been through it in my early days
in the newspaper business when I had to
take inches from country weeklies in ex-
change for fees that were due me.
Nothing could do more to disorganize
rate structure than trading films for time
and in an industry that is endeavoring to
approach a statesmanlike philosophy of op-
eration— this is like inviting termites onto
your roof.
An editorial such as "Let's Deal in Fu-
tures" is what makes B»T outstanding.
Allen Kander
Allen Kander & Co.
Washington, D. C.
TO COVER FREdNO AND
THE BILLION DOLLAR RICH
SANJOAQUItl VALLEY USE THE
PROVEN NUMBER 1 STATION
fresno... channel
DOES THE JOB FOR YOU
BEST AND AT LOWER COST:
LATEST ARB SHOWS KJEO-TV CHANNEL 47
AGAIN LEADS!
★ BIGGEST AUDIENCE... Sign On to Off!
★ LOWEST RATE CARD ... Save... check your SRDS!
REPRESENTED NATIONALLY BY THE BRANHAM COMPANY
O'Ale/// Broadcasting Company
P.O.BOX 1708, FRESNO, CALIFORNIA
Page U * Jun.r io. /•"-/
Broadcasting • Telecasting
Why flounder around for sales in the Prosperous Piedmont section
of North Carolina and Virginia? Make a big catch every time with
WFMY-TV. Easy to do here in the industrial South because
WFMY-TV provides coverage of the area that no station, or group
of stations, dares claim. Call your H-R-P man today.
Greensboro
Winston-Salem
Durham
High Poinl
Salisbury
Reidsville
Chapel Hill
Pinehurst
Southern Pines
Fort Bragg
Sanford
Martinsville, Va.
Danville, Va.
WFMY-TV . . . Pied Piper of the Piedmont
"First with LIVE TV in the Carolinas"
50 Prosperous Counties
$2.7 Billion Market
2.1 Million Population
$2.1 Billion Retail Sales
ujfmy-tv
Basic
GREENSBORO, N . C.
Represented by
Harrington, Righter & Parsons, Inc.
New York — Chicago — San Francisco — Atlanta
Since 1949
Broadcasting • Telecasting
June 10, 1957 • Page 15
Financing
KIDDER,
PEABODY
CO.—
• Offers outstanding fa-
cilities for the issuance
of equity or debt secu-
rities, either by private
placement or through
public offering.
• Has arranged private
financings aggregat-
ing $700,000,000 in
the past five years
5 and has underwrit-
ten over $1 billion of
public offerings in
the past ten years.
We invite you to
call upon our
experience.
KIDDER,
PEABODY & CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
principal cities in the Unit.'d States
Address inquiries to:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illineis
Telephone ANdover 3-7350
OPEN MIKE
Covers Flint-Saginaw, Too
editor:
Upon my return from Europe one of
the first items of business that was brought
to my attention was the article in your May
6 issue including a tabulation of stations
serving the top 125 markets.
Since we have put our new 1,023-foot
tower in operation, we deliver the strongest
signal in Flint and our whole advertising
campaign this year is based on increasing
our audience in the Flint and Saginaw mar-
kets. Listings such as the one referred to
are often kept by timebuyers for refer-
ence purposes and if this is the case your
article could be very damaging to us.
Harold F. Gross
President
WJIM-AM-TV Lansing, Mich.
[EDITOR'S NOTE — W JIM-TV Lansing should be
listed as also serving the Flint- Saginaw area.
The May 6 compilation was based primarily on
ABC and CBS tabulations submitted to the FCC
in deintermixture proceedings over the past sev-
eral years. As a consequence, there were certain
omissions as well as portions that have since
been outdated.]
Lincoln Was Excluded
EDITOR:
I was concerned with the fact that Lincoln
was not included in the list of the top 125
markets [B»T, May 6] since Lincoln has a
greater set count and retail sales than 20
of the stations listed.
I have since learned that this list was based
on figures from CBS and ABC which have
since been updated. For the record, Lincoln
is within the top 100 markets served by the
CBS network and within the top 70 markets
served by the ABC network. I believe that
these figures demonstrate the rapid growth
of Lincoln-land as a television market.
A. James Ebel
Vice President & General Manager
KOLN-TV Lincoln, Neb.
A Sid Hix Fan Speaks
editor:
As a longtime subscriber to B»T, I've
very much enjoyed the cartoons by Sid Hix.
I notice that some newspapers have been re-
printing the cartoons on their tv pages. I'd
like permission to reprint some on my pages.
Of course, we would credit B»T and Mr.
Hix.
I subscribe to several such [radio-tv] pub-
lications, but I feel the most complete job
is being done by you and your staff.
Art Cullison
Radio-tv Editor
Akron-Beacon Journal
Akron, Ohio
[EDITOR'S NOTE: Permission has been granted.]
Doll-Sized Dolly Man
editor:
I like your magazine. I'm ten years old.
Please send me some names of people that
make tv cameras. I'm going to be a camera-
man.
Don Harbolt
2016 North Boulevard
Houston, Tex.
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
THE BUSINESSWEEK!. Y OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N. W., Washington 6, D. C.
Telephone: MEtropolitan 8-1022
EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Rufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood),
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
ASSOCIATE EDITORS: Earl B. Abrams, Harold
Hopkins
ASSISTANT EDITOR: Dawson Nail
STAFF WRITERS: Wm. R. Curtis, Jacqueline Eagle,
Jere McMillin, Ann Tasseff
EDITORIAL ASSISTANTS: Hilma Blair, Robert Con-
nor, Rita Cournoyer, Frances Pelzman, Dave
Smith
LIBRARIAN: Catherine Davis
SECRETARY TO THE PUBLISHER: Gladys L. Hall
BUSINESS
VICE PRESIDENT & GENERAL MANAGER: Maury Long
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Young
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STAFF WRITERS: Frank P. Model, Diane Schwartz,
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Business
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SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issues: $7.00. Annual
subscription including BROADCASTING Yearbook (53d
issue): $9.00, or TELECASTING Yearbook (54th issue):
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ADDRESS CHANGE: Please send requests to Circulation
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CASTING*— The News Magazine of the Fifth Estate.
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Copyright 1957 by Broadcasting Publications Inc.
Page 16 • June 10, 1957
Broadcasting
Telecasting
/
v
Costume by Clare Patter
You feel very spec/a/ on Red Carpet* flights
When you walk along the Red Carpet to your waiting United DC-7
Mainliner©, of course you feel like a star of stage or screen! And
you're greeted like one, too. That's only a part of Red Carpet Service!
Here, on the nation's fastest airliner, you'll find luxurious,
relaxing surroundings. Soft and roomy seats, restful music before
take-off, a spacious lounge. Dinner? M-m-m-m!
Especially prepared for you by United's own master chefs.
Then a restful doze. . . . You can't be there already ! You are.
And after you leave your big Mainliner your luggage is brought to
you extra-fast. What a wonderful way to travel— Red Carpet Service !
Nation's fastest airliners -DC-7s! United Red Carpet Service from New
York, Los Angeles, San Francisco, Chicago, Washington, D.C., Philadelphia,
Detroit, Denver, Seattle and Honolulu.
UNITED
AIR LINES
*"Red Carpet" is a service mark used
and owned by United Air Lines, Inc.
Broadcasting • Telecasting
June 10, 1957 • Page 17
OPEN MIKE
IN REVIEW
Help to Dismantle Canon 35
editor:
Co-chairmen Joe Herold and Grady
Franklin Mapes, in behalf of the Denver
Area Radio and Television Assn., have asked
me to express their appreciation for the ex-
cellent treatment you gave the transcript of
the film, "Electronic Journalism in the Court-
room" [B«T, May 13].
Broadcasters in many other states have
used the film to further their campaigns
against Canon 35. Your printing of the
transcript should help materially in fur-
thering the cause.
Sheldon Peterson
Secretary
Denver Area Radio & Television
Assn.
Denver, Colo.
The Pitch Was Missed
EDITOR :
I was honored to be quoted in your dis-
tinguished publication [B*T, May 27], but
I do wish that your worthy minions had
made the distinction that I had, namely, I
was presenting the point of views of those
opposed to the critics in expressing my own
by evaluation.
Jack Gould
The New York Times
New York City
[EDITOR'S NOTE— In quoting from Mr. Gould's
"Where Tv Critics Strike Out", B«T failed to note
the author's reminder that the thoughts expressed
were a composite summation of talks with differ-
ent persons actively engaged in tv.]
Another Public Servant
EDITOR :
In your in the public interest [B«T,
May 20], there appeared a notice that WHB
Kansas City had helped to save a man's
life by broadcasting an appeal for a rare
blood type needed to perform an operation
or transfusion. At least four times during
the past year WRAC has been called upon to
do the same, each time with gratifying re-
sults. One of the calls to which WRAC re-
ceived a tremendous response was the one
which asked for donors of a specific blood
type to help save the life of an engineer of a
competing station.
These incidents help to dramatize the
true public service contributions of music
and news stations such as ours.
Edward J. Ruetz Jr.
Program Director
WRAC Racine. Wis.
Wants Fm Analysis
editor:
Please send 100 reprints of "How Bright a
Future for Fm" [B«T, April 15].
Sam Kravetz
WITH Baltimore
[EDITOR'S NOTE— Reprints of the B-T April 8
"How Bright a Future for Fm?" are available
at $15 per 100 copies.]
Page 18 • June 10, 1957
IT'S A HIT
HAPPY FELTON, replete in a size 46 base-
ball umpire garb and shouting in frenzied
excitement at the small fry, offered It's a Hit
to the CBS Television Network June 1.
Even evaluating the program in terms of
interest to the 7 to 14-year-olds for whom it's
intended, the show doesn't seem to register
more then a loud foul.
Mr. Felton, for many years in broadcast-
ing circles with his "Knothole Gang" and
other baseball and stage activities around
New York, presides over the quiz show
along the lines of a baseball game. Two
studio teams compete; the first program had
youngsters representing the Police Athletic
League and an area YMCA. Each partici-
pant swings at a stationary ball set up to
record a single, double, triple or home run
on a lighted scoreboard. The "batter" then
is asked a question on any subject, according
to the value of the hit. A prominent educa-
tor prepares each set of questions and well-
known sports figures captain the competing
teams.
All in all, it appears fun for the partici-
pating youngsters and garrulous umpire
Felton, but not enough to sustain interest
among home-viewing kiddies.
Production costs: $8,500.
Telecast sustaining on CBS-TV Sat., June 1.
11:30-12 noon EDT as a CMC Produc-
tion in association with the network.
Executive Producer: Pierson Mapes.
Producer: Gene Schiess.
BOOKS
YOUR DOODLES— AND WHAT THEY
MEAN TO YOU, by Helen King; 202
pp. $3.95; Fleet Pub. Corp., New York:
1957.
FORMER FCC Comr. Frieda B. Hennock's
circular doodles "reveal a certain amount of
sentiment and feeling for others," writes
the author who adds that the lady lawyer
"recognizes and solves her problems in reg-
ular order."
In this book. Miss King, a charter mem-
ber of the American Women in Radio &
Television, advisor to networks and agen-
cies and sometime-radio personality, ex-
amines doodles for what they are and what
they tell. Unfortunately, graphologist King
has nothing but flattery for those luminaries
whose doodles she sought to examine; after
all, they must have at least one personality
flaw apiece. Among the other celebrities
whose samples are studied herein: Mac-
Donald (Dr. Mark Christian) Carey, NBC
announcer Hugh Downs, Dave Garroway,
Dr. Frances R. (Miss Frances) Horwich,
H. V. Kaltenborn, Dorothy Kilgallen, Mary
Margaret McBride, H. L. (Hay) McClin-
ton and Walter Winchell.
In her foreword, Miss King credits WRC-
TV Washington (then WNBW) with being
the first tv station to carry a regular series
on graphology-doodles. Miss King was fea-
tured in the show which started in Septem-
ber of 1949.
at the Chicago
Federated
Advertising Club
Awards Banquet...
were WMAQ and WNBQ, the NBC
stations that were honored with more
awards than any other broadcasting
operation in Chicago!
Possibly the most cherished award of
all was the one to WMAQ and its
news staff. It is well-earned recogni-
tion for WMAQ's superior efforts in
bringing to Chicago timely and in-
formed reports, right around the
clock.
The CFAC awards, four each to
WMAQ and WNBQ, are significant
because they come from advertising
professionals, representatives of the
Midwest's leading advertisers and
agencies. Their selection of WMAQ
and WNBQ implies a sound endorse-
ment of the stations' programming
. . . and the commercial impact of
that programming.
These awards offer further proof of
WMAQ and WNBQ's broadcasting
leadership — the kind of leadership
that means greater rewards for both
audiences and advertisers in Chicago.
WMAQ -WNBQ, Chicago
SOLD BY (mc) SPOT SALES
WMAQ Awards: WMAQ News Depart-
ment — Best General News Coverage by
any station; "Wed Howard"— Best Disc
Jockey (Tie); " Virginia Marmaduke"—Best
Women's Show; "Promenade Concert" —
Best Local Music Show.
WNBQ Awards: "Clint Youle" - Best
Weather Program; "City Desk" — Best
Commentary Program; "Club 60" —Top
network musical and variety program in
Chicago; Station WNBQ — Special award
for contribution to the welfare of the
community in the religious field.
Broadcasting • Telecasting
Remember
When you invest in Maine
radio coverage
The four stations of the MAINE BROADCASTING
SYSTEM blanket all Maine's major markets and speak
persuasively to virtually all of its effective buying
power. No other Maine network can deliver so many
radio homes for your advertising dollars.
1
MAINE
BROADCASTING SYSTEM
Represented by Weed and Company
Page 20 • June 10, 1957
IN PUBLIC INTEREST
NBC-TV 'Home' Helps Refugees
EFFORTS by NBC-TV's Home show
(Mon.-Fri., 10-11 a.m.) on behalf of Hun-
garian refugees, particularly its Jan. 1 1 tele-
cast at the height of the Hungarian crisis,
have been commended by the President's
Committee for Hungarian Refugee Relief.
The committee thanked the network, not-
ing the program gave "some big lifts in ex-
plaining to the American people the situa-
tion as to the refugees, the kind of people
they are and the need of Americans to help."
On the show, a story entitled "Project
Mercy," was told partly on film and live
from N. Y. studios, depicting the problem
faced by a typical refugee family in becom-
ing adjusted to the U. S.
Morning Mayor Draws Blood
AS a result of three appeals by Eddie
Clarke, "The Morning Mayor" of Kansas
City, on his WHB Musical Clock program,
a man was aided in his fight for life. The
man was in need of blood transfusions of
a rare type — type O-RH-4 Negative. The
appeal was successful, with a WHB listener
supplying the needed blood.
Sponsors Pitch for Charity
KHJ-TV Los Angeles joined with the spon-
sors of the Memorial Day San Diego Padres-
Los Angeles Angels doubleheader in pre-
senting the First Annual Baseball Jamboree,
in behalf of The Big Brothers of Los An-
geles Inc. On May 30th, the entire roster
of baseball sponsors donated their com-
mercial time to a fund-raising drive, which
was planned to provide much help for some
20,000 Los Angeles area youngsters need-
ing Big Brother guidance.
Legal Program Launched
IN CONJUNCTION with the Onondaga
Bar Assn. and Doug Johnson Assoc., WHEN
Syracuse, N. Y., has launched a new public
service series entitled Portfolio. The pro-
gram's goal is a better understanding of
legal aspects pertinent to listeners in the
WHEN coverage area.
WCHS-TV Helps Find Deadly 'Wire'
WCHS-TV Charleston, W. Va. was notified
that an interview between its news direc-
tor, Bob Boaz, and Dr. J. A. B. Holt of
Shepherd's Hospital in Charleston was re-
sponsible for the return of a radium ap-
plicator which was reported missing from
the hospital last week. It seems that while
the doctors consulted with his mother, a
nine-year-old lad picked up what he thought
was "an old piece of wire" and put it in
his pocket. Luckily for the boy, the deadly
applicator was placed in a dresser drawer
when he changed clothes. The mother, hav-
ing seen the interview on Esso Reporter,
began questioning her son, and subsequently,
the applicator was returned to the hospital.
Broadcasting • Telecasting
HOW DO
YOU GET
ATTENTION
FOR YOURSELF?
This method might work — at least tem-
porarily. But if yours is a quality television
station, proud of a distinguished local
record ... if it has developed an individu-
ality respected in your market — this
isn't recommended.
Establishing a clearcut identity for your-
self in advertisers' minds is becoming in-
creasingly harder. (Since 1952, the nation's
total of TV stations has increased from 108
to almost 500.) Interpreting your local
stature, selling your local identity against
such competition — demands specialized
representation.
Representation burdened with over-long
station lists, forced to use mass-produced
methods, simply can't do the best job.
That's why Harrington, Righter and
Parsons concentrates full manpower and
skill on a limited number of quality stations
. . restricts itself to television only . . and
tailor-makes a plan of specialized repre-
sentation for each. Delivering the most to
a few brings outstanding rewards. The
stations listed here know (and are known) .
HARRINGTON,
RIGHTER
& PARSONS, Inc.
television — the only medium we serve
WCDA-B-C Albany WAAM Balti more WABT Birmingham
WBEN-TV Buffalo WJRT Flint WFMY-TV Greensboro/ 'Winston-Salem
WTPA Harrisburg WTIC-TV Hartford WDAF-TV Kansas City
WHAS-TV Louisville WTMJ-TV Milwaukee WMTW Mt. Washington
WRVA-TV Richmond WSYR-TV Sj ■racuse
Broadcasting
Telecasting
June 10, 1957 • Page 21
Point well taken
As in purebred pointers, championship traits are transmitted
within a great television-station family.
Each station of the WKY Television System excels in programming, production,
and public service. Each station offers the same experienced management
that has won the confidence of America's leading advertisers since 1921.
In television advertising, it pays to choose a championship line.
THE WKY TELEVISION SYSTEM, INC.
WKY-TV Oklahoma City
WKY Radio Oklahoma City
WSFA-TV Montgomery
WTVT Tampa-St. Petersburg
Represented by the Katz Agency
IN PUBLIC INTEREST
KMVI-TV WEATHERMEN
KMVI-TV Wailuku, Maui, T.H., has
added a different type of public serv-
ice to its activities. At the suggestion
of General Manager Ezra Crane, the
U. S. Weather Bureau installed a fully-
rigged weather station at the station's
transmitter atop Haleakala, said to be
the world's largest dormant volcano.
Twice daily the KMVI-TV staffers
double as weather observers to relay
information to the Honolulu forecast
office. Contrary to the popular belief
that Hawaii is perpetually bathed in
sunshine and balmy weather, Mr.
Crane points out, KMVI-TV was
silenced for several days last January
when snow, hail and ice destroyed
transmitter lines and isolated staffers
atop Haleakala. In fact, the dedica-
tion of the official weather installation
this spring was delayed several days
by a deluge of rain.
_j v.- <~> v>
Marathon Gets Results
A marathon — Bids For Kids — carried for
16 hours simultaneously on WAVE-AM-TV
Louisville, Ky., May 18-19, is expected to
net $80,000 to $85,000 for Louisville Chil-
dren's Hospital when the tabulation of re-
ceipts and pledges has been completed. The
second annual event was jointly sponsored
by WAVE Inc., and the Louisville Junior
Chamber of Commerce.
Kiwanians Sing For Waifs
REEDLY, Calif., Kiwanians took over the
operation of KRDU Dinuba, also Calif., and
reportedly netted $330 for their fund for
underprivileged children. In the three-hour
broadcast, from 8 to 1 1 p.m., 30 members of
the club sang songs, played records, read
commercial messages and participated in in-
terviews. Kiwanis members also purchased
spot announcements on the program to swell
the charity fund. During the evening Rudy
Bergthold, secretary of the club, acted as disc
jockey and used a 50-year-old Edison cylin-
der phonograph with a big metal morning-
glory horn to play records.
KOY's 'Litter Bug' Campaign
KOY Phoenix and the Arizona State Garden
Clubs have come up with a scheme to sup-
port a campaign to keep Arizona beautiful.
Announcements are being carried on the sta-
tion urging "litter bugs" to keep their trash
in their car, and the Arizona Garden Clubs
have arranged to distribute a "litter bag" to
every car that is stopped at the ports of
entry on the borders of that state. The bag,
imprinted with instructions to keep Arizona
beautiful, urges the recipient to "use this
litter bag for trash . . . empty it in the
next convenient roadside trash receptacle."
It also urges people to "tune 550, KOY's
frequency" which reportedly can be heard
from all ports of entry into Arizona.
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«7
A. C. Nielsen Company
Reports... WLW Radio
consistently with one
of the ten largest
audiences among the
more than 2870 Radio
stations in America.
And WLW Radio gives
you the nation's fifth
largest unduplicated
radio audience.
So before you buy
radio time, check
with your WLW Radio
representative. You'll
be glad you did !
WLW RADIO WORLD
Sales Offices: New York, Cincinnati, Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Angeles. San Francisco
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta. Dallas Crosley Broadcasting Corporation, a division ofV
a
I 14% MORE audience
than Station B ALL DAY!*
5000
LIVELY WATTS
Mar. -Apr. '57 Hooper In Lansing Shows
MONDAY THRU FRIDAY
7:00 a.m.- 1 2 noon
I 2 noon-6:00 p.m.
WILS
61.4
53.7
Station B
23.5
30.1
LANSING
V
MORE listeners than
all other stations
heard in Lansing
combined.*
* Mar. thru Apr. average
C. E. Hooper, Inc.
WILS
Anal* news s^xs
Represented Nationally by
Venard, Rintoul & McConnell, Inc.
OUR RESPECTS
to Ralph Morris Cohn
PROPHETS of gloom — first from motion pictures and more recently from televi-
sion— have sounded off articulately and forebodingly about the ruinous effects
of the one medium upon the other. But Ralph M. Cohn. vice president and general
manager of Screen Gems Inc., New York, who is singularly equipped to understand
both industries, is confident they can co-exist and. moreover, be used to the advantage
of one another.
Mr. Cohn grew up in the motion picture business: his father was the late Jack
Cohn, a pioneer in the field and executive vice president of Columbia Pictures for
many years. Ralph Cohn was among the early Hollywood-trained motion picture
executives who turned to the fledgling tv film business back in 1947. Today, draw-
ing upon 10 years of experience in television, he makes this observation:
"Motion pictures and television can exist together — in fact can grow together, each
can borrow and exchange from one another. Motion pictures provide a different
kind of entertainment from tv and there is room for both in our expanding economy.
"For their mutual benefit, motion pictures and tv can exchange talent — actors,
producers, directors, scripts. They can be used to advertise and publicize one another.
They can borrow from each other insofar as production techniques and technological
developments are concerned. In the early days of radio, the record business feared
radio would be ruinous, but' radio has played an important part in building up rec-
ords. I firmly believe movies and television will have the same mutually advantageous
effect on one another."
Ralph Morris Cohn was born in New York City on May 1, 1914. He was gradu-
ated from George Washington High School and from Cornell U. in 1934, receiving
his B.A. degree in dramatic arts. He spent several years in the legitimate theatre in
New York, first as a stage manager and later as producer of plays, before heading
for Hollywood.
Mr. Cohn had worked in motion picture studios during summers while in school
and with his subsequent experience became an assistant producer upon his return to
Hollywood. In 1936, he was advanced to producer. Before his shift to television,
Mr. Cohn served as a producer for Columbia Pictures, Darmour Productions Inc.,
Triangle Productions Inc., Comet Productions Inc. and United Artists.
In 1947 Mr. Cohn went to New York to assist in the exploitation of a feature
film he had co-produced independently with Mary Pickford for United Artists. It
was then that he saw his first television program — a variety revue produced on the
shoe-string budget that was characteristic of that period. He decided then that tele-
vision was to be his new career. At the time, he was convinced that the answer to
the problems of the restrictions of live programming lay in the direction of film
production and he envisioned the day when widespread use of films for tv would
create a need for experienced film producing organizations.
Mr. Cohn, with six associates, formed Pioneer Telefilms, New York, in 1947,
producing commercials and a few programs. In 1949 Screen Gems Inc. was formed
as the tv subsidiary of Columbia Pictures. Mr. Cohn recalls that the decision to af-
filiate with Columbia was made because the motion picture company had the re-
sources and the foresight to enter the medium. He was named general manager of
Screen Gems and in 1952 also was named vice president.
IN the past five years, Screen Gems has grown to a position of leadership in the
tv film industry, with gross billings placing it among the first three companies.
It has approximately 260 persons on its permanent staff. The growth of his com-
pany has not dimmed his basic philosophy that the ownership and profits from suc-
cessful programming should go to the people who take the risks in creating them.
It is for this reason that Mr. Cohn has encouraged Screen Gems to become a bee-
hive of profit-sharing production activity for such producers as Robert B. Leonard,
Irving Briskin, Eugene B. Rodney and actor Robert Young.
Mr. Cohn also is an articulate advocate of more tv stations in key cities through-
out the country. He believes that with more stations and efficient distribution or-
ganizations, tv programming can "improve immeasurably."
In October 1952 Mr. Cohn married the former Doris Huffam, at that time as-
sistant sales promotion manager of Blair-Tv, station representation firm. They live
in Manhattan and northern Westchester. Mr. Cohn smilingly considers his "cook-
ing" his main asset. Actually, he is an expert cook and regards preparing meals for
friends his favorite pastime. He also likes to relax by playing golf. Mr. Cohn is a
member of the Screen Producers Guild, Radio & Television Executives Society and
the Rockrimmon Country Club in Stamford, Conn.
Page 26 • June 10, 1957
Broadcasting • Telecasting
REAL
I m mm Mm mm
LISTENERS
WCCO Radio, with its vast, 114-county basic service
area in four Northwest states, delivers the region's
biggest audiences — a weekly circulation of 723,860
families.* That's from 2}4 to 28 times greater than all other
Minneapolis-St. Paul stations! What's more, they are
real live listeners — not casual tuners-in lulled by a
constant din of background music. This is the result of
WCCO Radio's real live personality local and CBS Radio
Network programming, which attracts and holds attentive
listeners. Simply stated: More people listen to WCCO
Radio. And they hear more, including your sales message!
wcc
The Northwest's 50,000-Watt Giant
Minneapolis-St. Paul
Represented by CBS Radio Spot Sales
pADIO
COUNTING NOSES
Whose noses are they? Seems like a reasonable
question for any advertiser to ask when he
stakes his money against a publication's ability
to deliver.
That's why vague circulation counts, without
proper analysis of who and why as well as
how many, are no assurance that (1) your
advertising is going where you want it to go, and
(2) that it will receive any kind of attention
when it gets there.
Take our field, for instance. Of the several
publications purporting to cover radio and
television, only one - BROADCASTING-
TELECASTING — is a member of the Audit
Bureau of Circulations. Only B-T can give you a
definitive breakdown of its PAID readers.
These, we are happy to report, comprise 90%
of total circulation . . . and lead the field by
several thousand noses in these ways:
1) almost 17,000 people pay to read B-T —
more paid distribution annually than all other
magazines in the field combined.
Page 28 • June 10, 1957
Broadcasting
Telecasting
ISN'T ENOUGH
unsolicited "subscriptions" are quickly
recognized for what they are — circulation chaff.
Busy people can't read everything that lands
on their desks. But they do appreciate complete,
concise reporting — and are willing to pay for
it, as B-T's popularity proves. If you have
something to tell busy people in radio-TV
advertising, put it in the magazine they open
(and open first) . . . the magazine they pay
to get — because they know it's worth it.
2) among the crucial (to you I advertiser-
agency echelons, B-T's 5,166 paid, ABC-audited
subscriptions mean unbeatable coverage.
3) on 1,000 desks in America's 40 biggest
radio-TV agencies and advertisers, B-T is
a paid-for fixture every week. (These, by the
bye, are the top-billing 40 who spent about
one billion in radio-TV last year.)
Only a publication that does have this caliber of
circulation will face the thorough-going
scrutiny of an ABC audit. Giveaway copies and
BROADCASTING f TELECASTING
Smell something burning? It's
probably the radio-TV magazines
whose circulation generosity
exceeds their paid distribution. H
Ask any of them for a breakdown H
— by types — of their paid
readership. It'll panic you
(and them). 1 735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau of Circulations
Broadcasting • Telecasting
June 10, 1957 Page 29
APITAI
the cornerstone for wrc-tv's new four million
dollar color television plant in Washington, D.C.,
was officially installed by Vice President Richard
M. Nixon and NBC President Robert Sarnoff.
Beginning this Fall, wrc-tv will fulfill the
promise in Mr. Sarnoff s dedication remarks :
"Soon the nation will be able to see in living color
the events, personalities, and scenes of the Capital,
and from this added dimension our people will
gain a truer picture of the institutions that are part
of our national heritage. In a real sense, they will
acquire a better picture of their government."
And in the words of Mr. Nixon this was "an
historic occasion," for this is the first structure
ever built expressly for color. It is also a symbol
of wrc-tv's integration with Capital life, and of
its continuing service to
viewers and advertisers.
B RO A D C ASTI N G
TELECASTING
Vol. 52, No. 23 JUNE 10, 1957
CELLER SPELLS OUT HIS CRITICISM
Antitrust subcommittee's findings less drastic than expected
Small surprise: Congressmen 'curious' about agency business
TELEVISION has made "tremendous
strides" in 12 years but "station scarcity
and restrictive practices" prevent full de-
velopment of a nationwide competitive me-
dium, according to the House Antitrust
Subcommittee.
In a 148-page report based on hearings
held in the summer of 1956, the subcommit-
tee took a critical view of network time op-
tion and must-buy methods, asking their
correction on antitrust grounds. The report
was made public today (Monday). It was
adopted unanimously except for minority
dissents on option time and music activities.
The FCC was handed several pointed
scoldings for its failure to correct practices
deemed to have antitrust implications. It
drew particular attention for handling of the
uhf problem, failure to hold a hearing in
the NBC-Westinghouse exchange of stations
and slow handling of the AT&T tariff in-
vestigation.
The final version of the report appeared
without some of the teeth understood to
have marked early draft reports [B«T, May
13]. Punitive language was smoothed over
in some instances. An implication that net-
work business should be subject to public
utility regulation is offset by the statement
that such action is not needed at this time.
Hearings were conducted under direction
of Rep. Emanuel Celler (D-N.Y.), who
also is chairman of the full Judiciary Com-
mittee. Other members were Reps. Peter W.
Rodino Jr. (D-N.J.); Byron G. Rogers (D-
Colo.); Lester Holtzman (D-N.Y.); Kenneth
B. Keating (R-N.Y.); William M. McCul-
loch (R-Ohio) and William E. Miller ( R-
N.Y.).
High spots of the report follow:
• Only two "full-fledged national net- .
works" are operating because vhf had an
early start and FCC failed to keep its uhf
promises. Intermixture and a weak deinter-
mixture policy are holding back uhf.
• The relationship of the agency to both
networks and advertiser is "curious." The
subcommittee recommended the Dept. of
Justice determine whether it is a voluntary
relationship or whether it violates the anti-
trust laws.
• Network payments to affiliates and ad-
vertisers' time discounts show lack of uni-
formity and need correction.
• Network service is "outstanding" but
NBC and CBS decide in large measure
what people get from tv sets.
• Competition in tv should be restored
by lifting competitive barriers and enforc-
ing antitrust principles.
• Network ownership of stations leads to
concentrated power.
• Networks should be allowed to set
"gross minimum time charges" as a substi-
tute for the must-buy policy.
• Option-time rule changes should be
considered by FCC; the subcommittee
warned it will watch developments.
• The first-call rule giving affiliates first
refusal rights should be studied by FCC.
• FCC and the Antitrust Division, Dept.
of Justice, should maintain a closer liaison.
• FCC should adopt a code of ethics to
avoid leaks and prevent pressures.
• Antitrust Division should look into net-
work participation in program production
and the effect on advertisers and independ-
ent producers; it should study network tal-
ent contracts.
The subcommittee deemed it "curious
that no time sale is made by a network
directly to an advertiser and that no adver-
tiser has sought to buy time directly from a
network." In reviewing network business
practices, the committee observed, "It must
be remembered that it is the advertiser who
pays the 15% agency commission." Some
advertisers, it was felt, are or could be
equipped to perform a number of agency
services "and thus effect considerable sav-
ing in their television advertising budget."
If the network practice of selling only to
agencies is entirely voluntary it then is un-
objectionable, the report stated, but it noted
the possibility of concerted action that
would violate antitrust laws and felt the
Dept. of Justice network inquiry should go
into the matter.
A staff study showed that the 15 top-
ranking advertising agencies were studied,
with the first 10 accounting for about 50%
of all sponsored Class A time on the net-
works and with four of them having about
30%.
The top 15 agencies had 73.3% of CBS-
TV A time, it was shown, with six of the
15 having 48.9%. The top 15 agencies had
59.3% of NBC-TV's A time, according to
the study. Seven agencies had 50.3% of all
network B time and five had 41.52% of C
time on the three networks. Four of the top
15 agencies had 52.7% of C time on CBS-
TV and the top 15 had 78.3% of C time
on the network.
The committee observed that five of the
ranking agencies had 31.30% of all tv net-
work advertising time and the top 15 ac-
counted for 57.94% of this time.
The study showed the top 15 agencies had
48.64% of total tv dollar billings. In Janu-
ary 1956 the billings of the 15 agencies
had a gross value of over $21 million, or
54.58% of tv network billings of all agen-
cies in the nation for that month.
The report commented, "Conceivably, if
Broadcasting • Telecasting
June 10. 1957 • Page 31
THE CELLER REPORT
the trend toward greater and greater con-
centration in these top agencies is not
stopped, a stupendous power for good or ill
will reside in the officers of the agencies —
a power that might involve serious political
repercussions. The preemption of important
prime hours on television can be much
abused. A grave responsibility rests upon
these agencies to conduct their affairs with
due regard to the public weal."
The committee said no case had come to
its attention "where a prospective sponsor
has sought to buy time directly from the
network." It added, "The president of ABC
(at that time Robert E. Kintner) testified
that 'the service supplied by an advertising
agency is extremely real. The buying of
time is very difficult in the sense of judging
what shows can get the rating. . . . The
selection of shows is probably the most
precarious occupation in the world. About
one out of 10 are successful and nine are
not. The advertising agencies supply the
commercial treatment and the so-called
creative approach to selling goods. The ad-
vertising agency supplies services that the
client needs and no one else can give him'."
President Frank Stanton, of CBS Inc.,
was quoted in the report as testifying, "The
problem of handling a commercial televi-
sion program is so complex that I do not
know what you would do if you would not
have an advertising agency to participate in
its handling. There are 101 things that have
to be done. (The network) is not organized
to do that."
In suggesting that FCC consider a rule
permitting gross minimum time charges in-
stead of must-buys, the report said the fig-
ure should not be so high that it would
deprive the advertiser of real flexibility in
picking stations. Since networks themselves
claim that advertisers almost universally
order voluntarily far in excess of basic re-
quired stations, the subcommittee said it
can't understand the network need for must-
buys.
The review of time options in affiliation
contracts notes evidence showing "that CBS
and NBC each has canceled an affiliation be-
cause of insufficient clearance of network
programs during the option time period."
National spot and local advertisers are
at a competitive disadvantage with those
willing to buy network time, the report says,
the time option rule having the effect "of
discriminating in favor of networks and net-
work advertisers as against affiliated stations
and non-network advertisers."
Absence of time options would give the
station free choice in taking or not taking
a particular program, with programs sold
on their merits, it was stated. Network dif-
ficulty in clearing inferior programs "is a
natural consequence of the market struggle"
and comes under the concept of free enter-
prise, the subcommittee felt.
"If network survival depends upon cur-
tailment of competition — if networks must
perforce be insulated from normal market
rivalry — that is clear admission that com-
petition in tv broadcasting cannot be an
adequate regulator," it was stated. The re-
port suggests utility-type regulation might
be necessary in such case but adds that util-
ity legislative action isn't called for at this
time. As an alternative it favors use of pres-
ent laws to remove artificial restrictions and
give competitive forces a chance to work.
As to affiliation contracts, the report
found "widespread, arbitrary and substantial
differences in the terms accorded by each
network to its individual affiliates," espe-
cially in station compensation. These dif-
ferences were described as favoring larger,
multiple-station licensees. In the struggles
among networks and large or multiple-
station operators, the report contends, the
small independent station may suffer.
Criticizing deviations in station compen-
sation, the report said "their very vague-
ness" helps hide discrimination and the FCC
should consider making public all affiliation
contracts filed with it.
The report finds NBC and CBS tv net-
works and their nine o&o stations did 42%
of total tv broadcast industry business in
1955 and 84% of national tv network busi-
ness. CBS and its four stations had 23% of
the entire broadcast revenue, NBC and its
five stations 20%, it was shown.
While the subcommittee report went into
detail in reviewing testimony covering BMI
and ASCAP, only Chairman Celler re-
frained from warning that the subcommit-
tee's conclusion should not be construed as
expressing an opinion about pending litiga-
tion. The three Republican members said
only a small fraction of the facts in the
case had come before the subcommittee.
Following is a condensation of the sub-
committee's recommendations:
Station Shortage and Uhf
Since scarcity of stations has limited the
number of "full-fledged national networks"
to two, the committee concluded there is
danger that the power to dictate what Ameri-
can people see and hear may be concentrated
in the hands of a few. The heart of this
problem, it is stated, is inadequate develop-
ment of uhf because vhf got an early start
and the FCC failed to implement its policy
of furthering uhf.
Such factors as the four-year tv freeze,
the 1952 intermixture provisions, failure of
the FCC to stimulate all-channel set manu-
facture and a vacillating deintermixture
policy placed uhf under "an almost insuper-
able disadvantage," according to the com-
mittee, since uhf stations can't increase cir-
culation because they lack superior programs
and can't attract good programs because they
lack set circulation.
The FCC was urged to speed up its study
of a possible major shift to uhf and broaden
its program of selective deintermixture, if
feasible. The committee contended the Com-
mission should conduct an educational cam-
paign so the public will recognize that a
substantial part of the tv system will ulti-
mately utilize uhf and that all-channel re-
ceivers are needed. The set problem could
be eased by a law exempting all-channel sets
from the 10% federal excise tax or increas-
ing tax on vhf-only sets, the report said.
The Commission was chided for its failure
to speed up a study of AT&T transmission
charges, the report noting the problem of
insufficient tv stations is aggravated by the
rule permitting operation of private trans-
mission facilities only where common carrier
service isn't available. This is described as
discouraging development of rural stations.
Restrictive Practices
After praising networks for outstanding
achievements at great financial outlay and
risk and conceding networks are indispensa-
ble to tv broadcasting, the report said "it is
clear that CBS and NBC have a dominant
position in the industry" and exercise "vast
influence" over tv broadcasting, determining
in large measure what people get on tv.
Inter-related factors have led to this con-
COMMENTARY ON RATE DEVIATIONS
IN ITS investigation of network sales
policies, the House Antitrust Subcom-
mittee requested and was given reports
on all discounts earned by sponsors on
the three tv networks for 1955 and the
first half of 1956.
The full reports of net billings, after
discounts, of all advertisers on CBS-TV
and NBC-TV were presented in B»T,
Nov. 12 and 19, 1956.
No comparable information for ABC-
TV was available. In deference to an
ABC-TV request, the subcommittee re-
fused to make public the ABC-TV dis-
counts. ABC-TV told the subcommittee
that it had been obliged in 1955 to
depart from its published discount struc-
ture in order to attract business. Here is
what the subcommittee report had to
say about deviation from the rate card:
"ABC . . . has frequently sold time
periods to sponsors at discounts far in
excess of those specified in its rate card.
During 1955, for instance, advertisers, in
a number of instances, were allowed dis-
counts raneing from 32% to 73% of
the gross time rate although the maxi-
mum discount theoretically available was
limited to 32>/2 %. It may be added, how-
ever, that excess discounts were far less
common for ABC advertisers during the
first six months of 1956."
As to CBS-TV and NBC-TV devia-
tions from published discounts, the sub-
committee reported: "CBS . . . will not
allow a discount or rebate beyond that
specified in its rate card except in the
most unusual case. NBC, on the other
hand, will permit an excess allowance
in a few cases where it is seeking to
develop a time period which has not yet
demonstrated its audience potential and
which has been found unsalable for that
reason."
The actual records of CBS-TV and
NBC-TV discounts, as published in B»T,
showed very few variations from the rate
cards.
Page 32 • June 10, 1957
Broadcasting • Telecasting
CELLER ADDRESS
REP. EMANUEL CELLER (D-N.Y.)
will be the luncheon speaker at the
June 20 meeting of the Federal Com-
munications Bar Assn. in Washing-
ton's Washington Hotel at 12:30. Res-
ervations are being handled by E.
Stratford Smith, Smith & Pepper,
Washington.
centration of power, it was stated, including
limited frequency space, shortage of station
facilities caused by "faulty frequency alloca-
tions, extensive pioneering activities by net-
works and their ability to bring to the public
programs of great popular appeal."
As a corrective measure the report pro-
posed "removal of competitive barriers and
reaffirmation of basic antitrust principles."
Direct government regulation was opposed.
Competition could be restored under present
laws without impairing the present network
system in any way, it was stated.
As to rule changes, the committee said
the FCC has broad power over station-net-
work arrangements and it urged prompt
completion of the FCC network study plus
prompt action on suggestions of the study
group.
These are committee comments:
Multiple-station ownership: Multiple own-
ership of stations has hampered competition,
as recognized by the Dept. of Justice's Anti-
trust Division and the FCC's network study
group. Network ownership of stations may
lead to abuses of concentration and tie-ins,
creating a conflict of interest on the part of
the network as between its affiliates, for
which it acts as agent, and its o&o stations.
Affiliation agreements: Station percentage
of payment is not uniform, often operating
to the advantage of multiple-station owners
and other large licensees. The FCC should
study affiliation agreements to find if any
provisions are against the public interest and
should consider the idea of making the con-
tracts public.
Must-buy policy: This is neither sanctioned
nor banned by the FCC. It deprives the ad-
vertiser of a chance to pick stations and
markets he wants to reach and independent
stations are at a competitive disadvantage
as against a network affiliation in the mar-
ket. Instead of must-buys, the FCC should
allow networks to set gross minimum time
charges with the advertiser free to pick
stations making up the network package.
No advertiser should be forced to buy a sta-
tion he doesn't want to use.
Time options: These permit a network to
substitute its program decisions for the sta-
tion licensee's free selection of programs
suited to the community and prevent com-
peting programs from having access to sta-
tions in better listening hours, according to
the report. In addition, non-network adver-
tisers find it harder to buy prime station time
and the public's choice of programs is re-
stricted. After asking the FCC to consider
option-time rule changes, the committee
warned it will maintain "a continuing inter-
Broadcasting • Telecasting
est" in the Commission's actions because of
the antitrust aspects. It added that weight
must be given these antitrust principles to-
gether with the networks' contention that
option time is indispensable to their opera-
tions.
Reps. Keating, McCulloch and Miller con-
tended FCC is far better qualified than the
committee to decide what should be done
about the option-time rule, now being
studied by the Commission. They objected
to the stress laid in the report upon amend-
ment of the rule and felt the committee
should in no way try to influence the FCC.
They advocated this language as a conclu-
sion, "Against this background, the commit-
tee believes that the Commission should con-
sider the option-time rule in light of the fore-
going principles and in light of the networks'
contention that option time is indispensable
to their operation."
The first-call rule: Abuse of the affili-
ates' first refusal right should be prevented
so one station cannot corner desirable net-
work programs at the expense of other local
stations by broadcasting them on a delayed
basis at a time when few persons are watch-
ing. The FCC should consider requiring net-
works to give notice of program availability
when the network program is not taken by
the local affiliate "so that other local sta-
tions may have an opportunity to carry it."
The Antitrust Div. of the Justice Dept. was
urged to scrutinize the following practices:
Network programming: By entering the
program production field, networks have a
bargaining advantage enabling them to de-
mand and receive concessions from inde-
pendent producers, including sharing of
profits in first run, rerun and subsidiary
rights, according to the report, which adds
that advertisers are limited in their access
to independently produced programs. "A
question not completely resolved by the
record is whether the networks tie sales of
network and network-owned station time to
the sale of network-owned or controlled
programs," it was stated. Continued Dept.
of Justice inquiry of such practices was
urged, with reference made to the Paramount
Pictures case.
Network talent contracts: Networks keep
performers under long-term contracts, many
of which have exclusivity provisions "that
tend to restrict the business activities of
competitors in the radio and television in-
dustry and also in noncompeting enterprises,
such as night clubs and theatres." The report
cited NBC artist management practices de-
scribed as similar to complaints that led
NBC and CBS to sell their interests in artist
and concert bureaus. Contracts giving net-
works exclusive right to exploit the artist
and to retain proceeds from appearances
outside tv "can have lasting deleterious
effects upon the talent management busi-
ness," according to the report, with control
of services outside radio-tv possibly interfer-
ing with trade and commerce in other fields.
Talent practices restricting talent perform-
ances beyond the geographical limits of the
network's operations should be studied by
the Dept. of Justice.
Broadcaster activities in music: The com-
mittee felt the Antitrust Division should
make a complete inquiry into all phases of
the music field discussed in the report but
failed to mention BMI or ASCAP. Reps.
Keating, McCulloch and Miller dissented
on the ground the committee had only a
small fraction of the facts presented to it
and should not prejudice the parties in the
civil antitrust action brought by certain song-
writers against BMI and broadcasters. They
contended the Dept. of Justice had been
watching the situation and voiced confidence
it would continue to do so.
Asserting the FCC hasn't always ade-
quately guarded the public interest from an
antitrust standpoint in granting licenses, the
report commented:
Interagency liaison: In the ABC-Para-
mount merger case (1951-53), lack of liaison
with the Dept. of Justice was the depart-
ment's fault but in the NBC-Westinghouse
exchange case (1955) the FCC was at fault
for acting too fast and not consulting further
with the Antitrust Div. The division "com-
mendably continued its investigation, insti-
tuted grand jury proceedings, and filed an
antitrust suit against the participants."
FCC practices and policies: The Commis-
sion "fell short of performance fully protect-
ing the public interest" in the NBC-West-
inghouse case, dispensing with a hearing
despite staff concern over concentration and
coverage overlap.
Evidence indicates "for at least the past
10 years an air of informality has surrounded
cases pending before the Commission." with
members discussing the merits of pending
cases with interested parties, even indicating
how particular Commissioners would vote.
The FCC should adopt a code of ethics to
govern conduct in the Commission and by
attorneys and industry representatives.
Network time discounts: The Antitrust
Div. is studying the fixing of affiliates' net-
work rates to see if there are illegal practices.
Discounts run as high as 25% of gross bill-
ings, not geared or related to cost savings
by the network. The Robinson-Patman
amendment apparently applies only to tan-
gible commodities and not to services. The
committee will consider possible amendment
of sec. 3 of the Clayton Act to cover serv-
ices as well as commodities.
Televised Pro Sports Slated
For Probe by Celler Group
REP. EMANUEL CELLER (D-N. Y.) last
week said his House Antitrust Subcommit-
tee will look into television's role — both pay
and free — in professional sports. The House
subcommittee will begin hearings June 17
on proposed legislation to exempt baseball
and other professional sports from antitrust
laws.
The committee is said to be interestec
in reports that Skiatron Corp. has agreed
to pay $2 million annually for the clo
circuit tv rights of the Brooklyn Dodder
baseball games if the National League club
is moved to Los Angeles [B«T, June 3]. Rep.
Celler, author of a bill (HR 586) which
would forbid a payment for telecasts viewed
in the home, said no witnesses from the
tv industry have been called on to testify
as yet.
June 10, 1957 • Page 33
ADVERTISERS & AGENCIES
ADMEN TAKE CANCER DATA CALMLY
MAJOR tobacco advertisers and their
agencies appeared to take the American
Cancer Society report on tobacco and death
rates more complacently than many of their
customers did last week.
The consensus of agency people handling
key tobacco accounts was that the report —
a final accounting of a 44-month study
which indicated an "extremely high" as-
sociation between cigarette smoking and
death from lung cancer in particular —
probably would have little effect, if any,
on their advertising campaigns.
They noted last week's report, although
a massive one, nevertheless was only one
of several that have been issued by ACS
during the course of its study. The feeling
seemed to be that if the reports were going
to affect tobacco advertising plans, they
already had done so — as in the switch in
copy themes from "health" to "fun and
pleasure" that occurred gradually after the
"cancer scare" first broke out.
Implicit in this thinking was the corollary
belief that the report was not apt to affect
sales much — that any such effect occurred
long ago and was not likely to be sub-
stantially aggravated now.
Tv Commercial Impact
Subject of KTTV Quiz
DIFFERENCES in commercial impact de-
livered by tv programs with single sponsor
and multi-sponsored shows, between pro-
grams whose stars introduce or deliver the
sales talk and those whose stars merely
pause for the commercials to go on and
between weekly and monthly programs are
dramatically shown in responses of visitors
to the Los An?eles Sportsmen's Show to
questionnaires distributed there by KTTV
(TV) Los Anreles.
Asked to name one or more products
advertised on the Ed Sullivan Show, Perry
Como Show, Colgate Theatre, Jackie Glea-
son Show and Producer's Showcase, which
were not otherwise identified, a total of
1,785 individuals attempted to do so. Half
of them were able to name one product
advertised on the Ed Sullivan Show and
more than one-third (36.9%) identified
both products. In contrast, only 11.5%
named one of the items advertised on the
Perry Como Show, only 1.5% named two,
only 0.2% named three and no one named
more than three. KTTV reports that 15.4%
identified Mr. Como with a former sponsor.
Chesterfields.
Similarly, 10.8% put down Buick as
being advertised by Jackie Gleason (which
was true last year but not this), appreciably
more than the 6.0% identifying one of his
current sporsors. Only 0.3%- could name a
second product advertised on this program.
Exactly the same results were obtained re-
garding Producer's Showcase: 6.0% named
one product, 0.3% named two.
A third (33.1%) of the respondents were
;ib!e to name one of the products advertised
on Colgate Theatre (Friday night series on
KTTV featuring complete telecasts of MGM
Another agency executive pointed out
that most tobacco advertisers already have
set their network and spot budgets for next
fall. He expressed the view that they would
stick with them. In any event, he saw no
likelihood of cutbacks in the face of com-
mitments already made.
There was some speculation that pipe
and pipe tobacco manufacturers, whose
products got a much better "rating" than
cigarettes or cigars in the report, might
elect to take advantage of the report by
boosting their advertising budgets sub-
stantially. But there was no immediate indi-
cation that this would happen. At least one
pipe tobacco agency said it would be content
to sit back and "let the publicity speak for
itself."
While individual advertisers and agencies
were reluctant to speak for quotation, the
Tobacco Industry Research Committee was
prompt with its reaction. "The causes of
cancer and heart disease are not yet known
to medical science," said this all-industry
committee, adding that the ACS report did
nothing to change this fact and that, more-
over, statistical studies "do not prove cause-
and-effect relationships."
feature films); 7.3% could identify two
products, 2.4% three, 0.7% four and 0.2%
five, with an additional 16.6% who just
wrote "Colgate products" on the form.
"Don't take the answers to our questions
as typifying the views of the average resident
of Los Angeles," Jack O'Mara, KTTV pro-
motion manager, warned last week. KTTV
took a booth at the Sportsmen's Show, held
April 4-14 at the Los Angeles Pan-Pacific
Auditorium, staffed it with executives, sales-
men and other station personnel, passed
out questionnaires to people who came to
booth and filled out the forms under the
inducement that the stub of their question-
naire might be one of the two lucky ones
and win for them a portable tv set.
."The nearly 8,000 filled-out forms we
; ot," Mr. O'Mara said, "came from people
who are interested in sports and outdoor
life, who presumably are above average
income because they paid admission to see
exhibits of sports equipment and accessories
they might want to buy and who were in-
terested enough in tv to take the time to
answer our questions."
Proof that the respondents are not typical
comes with their answers to questions about
the number of tv sets in their homes and
their attitude towards color tv. Of 1,220
tabulated answers to the question. "How
many tv sets are there in your home?"
73.4%' answered one, 21.3% said two, 1.6%
said three and 0.6% said more than three.
Only 3.1% replied that they had no tv set.
Asked, "Have you shopped in a store
with the idea of buying a color television
set?" 26.9% replied that they had, an un-
usual display of interest in color that is in
line with the multiple-set homes of these
individuals.
Another pair of questions, answered by
1,785 persons, revealed that oaly 10.3%
(15.8% of the women, 7.2%. of the men)
had ever written a letter to a tv station or
program and that only 4% (6.5% of the
women, 2.6% of the men) had ever entered
a contest advertised on television. Incidental-
ly, boys and girls who appeared to be under
18 were not given questionaires; instead,
they received membership applications for
the Junior Stars Club of young fans of the
Hollywood Stars, whose weekend games
are telecast by KTTV.
In collecting the answers to their ques-
tions, KTTV personnel staffed the Sports-
men's Show booth approximately nine hours
each day, Mr. O'Mara said, collecting about
8,000 filled-in forms, of which about 5.000
were tabulated — 1,523 of Questionnaire #1,
1.785 of #2 and 1.220 of #3. The project
was set up. he said, to give the station's
personnel, particularly program executives,
a chance to meet and talk with the general
public; next to promote KTTV's sports pro-
gram:;, and third to get programming infor-
mation not otherwise available.
"For instance, we wanted to know what
people think of some of our film shows
| KTTV is a nonnetwork station] in com-
parison with some of the leading network
programs, and how some of our local shows
stack up against similar shows on other sta-
tions, and the results were quite edifying,"
Mr. O'Mara said. [See table.] He said he
plans to repeat the project at roughly six-
month intervals from now on.
Question: Assume the following programs
were on the air at the same time, check the
one you would watch.
Total Responses 1,T23 (£69 men, 654 women).
Men
Women
Total
Ed Sullivan
63.4%
66.0%
64.0%
Highway Patrol
36.6
34.0
36.0
Burns & Allen
49.1
45.3
47.3
Susie (Ann Sothern)
50.9
54.7
52.7
People Are Funny
31.9
40.1
35.6
Phil Silvers (Sgt. Bilko)
68.1
59.9
64.4
Sheriff of Cochise
27.9
31.6
29.5
Gunsmoke
72.1
68.4
70.5
Perry Como Show
81.8
74.3
78.4
December Bride
18.2
25.7
21.6
Life of Riley
49.4
47.8
48.7
Burns & Allen
50.6
52.6
51.3
Life of Riley
23.6
20.2
22.1
Bob Cummings Show
76.4
79.8
77.9
George Putnam News
63.7
72.6
67.7
Clete Roberts News
36.3
27.4
32.3
1 Search for Adventure
79.9
81.6
80.5
Global Zobel
20.1
18.4
19.5
Bob Cummings Show
57.8
63.0
60.2
Highway Patrol
42.2
37.0
39.8
Private Secretary
40.3
55.6
47.2
Badge 714
59.7
44.4
52.8
Ed Sullivan
51.0
39.2
45.6
Colgate Theatre
(MGM Movies)
49.0
60.8
54.4
Studio One
57.5
65.8
61.2
Paul Coates
Confidential File
42.5
34.2
38.8
Groucho Marx
63.4
62.4
63.0
Wallace Beery Theatre
36.6
37.6
37.0
Science Fiction Theatre
57.6
50.9
54.5
People's Choice
42.4
49.1
45.5
Colgate Theatre
(MGM Movies)
53.2
60.6
55.5
Groucho Marx
46.8
39.4
44.6
Page 34 • June 10, 1957
Broadcasting • Telecasting
■ How RCA will use tv next fall to sell new sound through sight
AT THE beginning of the fall tv season
television viewers will get an explanation
of sound — through sight
This is no mean trick to begin with,
but considering that the sound is binaural,
and that over 95% of tv sets come
equipped with only one speaker, the job's
twice as hard. But for Kenyon & Eck-
hardt. New York, agency for RCA's
Radio and "Victrola" Division — the
people selling the stereo sound — and
UPA Pictures Inc., New York, the pro-
duction firm assigned to the project, it
was just another job.
The gimmick: To tell the story of
stereo — what it is and how it works —
through simple, diagrammatical explana-
tions. But in the final analysis, it'll be up
to each and every viewer mentally to
perpetuate the image of stereo sound.
"The pictures just provide the primer,
but the audience pulls the trigger," is
the way one K.&E man puts it.
There are two commercials: The first,
a 60-second item, combines animation
with live action film, with the latter being
used to show the actual RCA models.
This is the one to be used on RCA's
network tv programs, The George Gobel-
Edilie Fisher Show, The Perry Coino
Show, and another, as-yet-unannounced
RCA-sponsored show. At the same time,
RCA dealers coast-to-coast will receive
a 50-second version of the same com-
mercial, with 10 seconds left open for
local dealer insert. These will be placed
by the dealers, through co-op funds, on
over 400 stations. Also to be run is a
series of radio spots, not yet completed,
which will tell the "stereo story" on the
aural medium.
Though RCA would love to go on
record as saying that its prime purpose
behind these spots is to move its 1957-
58 line of "new orthophonic high-lidelity"
phonographs, consoles and combination
radio-phono-tape recorders, its principal
sales platform will concern itself with the
RCA line's "adaptability" to stereo. That
is, "Buy one player-speaker system now,
add another one later."
The man responsible for coming up
with the storyboard idea was K&E's
art director-production supervisor Larry
Parker. Copywriters assigned to put sound
into words were Maggie Currens and
Stanley Tannenbaum, and UPA art direc-
tor was Jack Goodford. Least-heralded,
but nonetheless equally important con-
tributor to the spots was the late Bela
Bartok, the Hungarian composer who
died in 1945. It is Bartok's Concerto for
Orchestra, recorded by RCA and played
back through the RCA stereo system,
which scored the point — or points the
score.
«
Sto,...,,^ ■ ,.«a/ \J^^^^^2
VOICE: Stereophonic sound! . . . Music with dimension! Direction! . . . How's it different? Usually music is You hear it played back from only
recorded into one sound system . . . one direction. It sounds fine but you're
missing dimension and direction . . .
That's what RCA Victor stereophonic by two separate sound systems
sound gives you. Two different sound
tracks are recorded on tape . . .
played back through two separate
instruments. You hear . . .
strings from the left
brass from the right
the whole orchestra around you. if That's stereophonic sound . . . Ask
you closed your eyes, you wouldn't your dealer for a free demonstration,
believe it was recorded . . .
Broadcasting • Telecasting
June 10, 1957 • Page 35
ADVERTISERS & AGENCIES
Why Edsel Selected
Foote, Cone & Belding
SOME of the background on Edsel Div. of
Ford Motor Co.'s advertising plans and
the selection and relationship of its agency,
Foote, Cone & Belding, Chicago, was re-
vealed last week.
Among the disclosed details:
• FC&B "was in a position" as one of the
largest agencies in the country, "to man up
and go to work 20 months ahead of the Edsel
car's introduction, with an out-of-pocket
investment of $1 million in the Edsel future."
• Edsel's first assignment to FC&B in
Feb. 7, 1956, was for FC&B "to develop
sound ways to invest more than $10 million
in bringing the Edsel car to market via an-
nouncement advertising and a year's follow-
up program."
Edsel is the Ford Motor Co.'s new "me-
dium" automobile line that will be intro-
duced this fall (1958 models). The division
is a new advertiser and its movements up to
now have been followed carefully by most
of the advertising field.
Background on Edsel and its selection of
FC&B as its agency is contained in the first
(spring issue) marketing magazine sent to
Edsel dealers (titled "Your Edsel Marketer").
The article informed dealers that "whether
it's a phone book trade listing or a tv network
program, the thinking [by FC&B] begins
with the dealer point of view."
According to the publication, Edsel Di-
vision executives devoted six months to the
consideration of an agency and in February
of 1956 a phone call from Larry Doyle, Ed-
sel's general sales and marketing manager,
to Fairfax M. Cone, president of FC&B, put
"Edsel advertising in business."
What led to FC&B's selection from 23
candidates? The article does not present all
of the details but discloses at least this much:
» An objective approach: "fresh . . .
with advertising tailored after the Edsel it-
self."
o A resource of manpower and money
(the $1 million out-of-pocket expenses that
it could invest over the 20 months before
the car was to be introduced).
• A stature among "creative agencies" and
its physical size, its national makeup and its
record in advertising successes.
• The agency's "maturity and a healthy
working climate."
• A list of clients "comparatively few
in number" but "big business in size," and
a record of stability in agency-client rela-
tionships.
• Promise of a fresh approach to Edsel
advertising because the advertiser would be
the agency's first automotive account.
What happened after the agency selection?
Edsel first made sure FC&B knew the Edsel
background, objectives and the product.
The agency then set up a new Detroit head-
quarters bringing in top creative people from
Chicago and San Francisco. These people
were sent out in the field to talk to dealers
and customers.
Mr. Cone is quoted as saying that the
words to be used in the advertising copy
to describe "Edsel's promise will be the deal-
er's and the salesman's words." Advertising
copy will be prepared by people who "have
studied the car as dealers and salesmen do
and as prospective purchasers will," accord-
ing to Mr. Cone, who adds that after months
of talks with people in the field, agency peo-
ple now have substituted the people's "think-
ing and their words for routine claims."
Broadcasters Advised
At Calif. Sales Clinic
DON'T call on a timebuyer unless you have
something to tell him; don't be offended if
he can't see you if you drop in without
advance warning; don't go direct to an ad-
vertiser without telling the agency first; don't
forget that while ratings are indicative it is
sales that are really important; do give
agencies local success stories as well as
ratings; do offer improved facilities first to
agencies now doing business with your sta-
tion; do provide full information about
availabilities; do offer ideas for using radio,
and your station, more effectively; do offer
suggestions for changing unacceptable copy;
do get together on a standard presentation
form; do offer effective merchandising
services.
Those were some bits of advice given to
broadcasters by agency-advertising panels at
the morning session of the sales clinic of the
Southern California Broadcasters Assn.
Thursday at the Sheraton-Town House, Los
Angeles, with a registration of more than
160.
In the afternoon an agency-representative-
station-network panel on media research
agreed that changes in present research
methods are needed, that ratings are useful,
but that ratings should not be used alone
but only with other sales tools.
A concluding panel of three broadcasters
and two agency executives discussed various
ways to use radio and agreed that day or
night, with programs or announcements, on
general or specialized stations, radio when
properly used can be a powerful sales tool
for any advertiser.
Norman Boggs, vice president in charge
of sales for the Don Lee Broadcasting Sys-
tem, addressed radio salesmen as "you lucky
people." His point: That it's much better to
be selling high-circulation, low-price radio
than other media (newspapers, magazines,
outdoor) with low circulation and high cost-
per-thousand, or "that overpriced one-eyed
monster — tv." He also cited the renewed in-
terest in network as well as local radio.
Robert Reynolds, president of Golden
West Broadcasters (KMPC Los Angeles,
KSFO San Francisco), speaking as a non-
network station operator, warned that de-
spite good business today radio broadcasters
cannot afford to be smug or contented.
"Increasing costs of operation, increasing
competition from other media call for in-
creased planning by station management
and for continued search for new sources of
revenue," he said.
Radio's value for retail food stores in
reaching the housewife in her car on the
way to market, in giving her money-saving
suggestions, in permitting the advertising of
food products as soon as they arrive at the
stores, allowing store personnel to speak to
customers over the air, and generally in
reaching the housewife in a way no other
medium does, were described by the lunch-
eon speaker, Don Conroy, advertising man-
ager of Thriftimart, Southern California
food store chain.
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Colorcasting canceled for summer.
NBC-TV
June 10-14, 17-19 (1:30-2:30 p.m.)
Club 60, participating sponsors.
June 10-14, 17-19 (3-4 p.m.) Matinee
Theatre, participating sponsors.
June 10, 17 (8-8:30 p.m.) Adventures
of Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan, Stauffer, Colwell &
Bayles.
June 11, 18 (8-8:30 p.m.) Arthur
Murray Party, Speidel through Nor-
man, Craig & Kummel and Purex
through Edward H. Weiss & Co.
June 12, 19 (8-8:30 p.m.) Masquerade
Party, participating sponsors.
June 12, 19 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
June 13 (8-9 p.m.) Washington
Square, Helene Curtis through Earle
Ludgin and Royal McBee Corp.
through Young & Rubicam.
June 13 (10-11 p.m.) Lux Video Thea-
tre, Lever Bros, through J. Walter
Thompson Co.
June 14 (9-10 p.m.) The Chevy Show,
Chevrolet through Campbell-Ewald.
June 15 (8-9 p.m.) The Julius La Rosa
Show, participating sponsors.
June 15 (9-10 p.m.) RCA Victor Gal-
axy of Stars, Breast O' Chicken Tuna
through Foote, Cone & Belding.
June 16 (9-10 p.m.) Goodyear Play-
house, Goodyear Tire & Rubber
through Young & Rubicam.
June 17 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham, Louis &
Brorby and Mennen Co. through Grey
Advertising.
Page 36 • June 10, 1957
Broadcasting • Telecasting
Baltimore's top-rated* feature film show
Saturdays at 11 p.m., now has availabilities
FIRST RUN FILM THEATRE
exhibiting a new host of screen triumphs
selected from major holly wood packages
full length productions with these famous stars
THE DESPERADOES
SHE MARRIED HER BOSS
THE HITCHHIKER
LADIES IN RETIREMENT
DIAMOND JIM
COMMANDOS STRIKE AT DAWN
THE GUILT OF JANET AMES
YOU'LL NEVER GET RICH
TOO MANY HUSBANDS
HOUSE OF SEVEN GABLES
ADAM HAD FOUR SONS
TONIGHT AND EVERY NIGHT
WHAT A WOMAN
IT HAD TO BE YOU
PENNY SERENADE
LADY FROM SHANGHAI
THE DOCTOR TAKES A WIFE
TOGETHER AGAIN
THE LADY IS WILLING
A NIGHT TO REMEMBER
ONCE UPON A TIME
Randolph Scott and Claire Trevor
Claudette Colbert & Melvyn Douglas
Edmund O'Brien and Frank Lovejoy
Ida Lupino and Louis Hayward
Edward Arnold and Jean Arthur
Paul Muni and Sir Cedric Hardwicke
Melvyn Douglas and Rosalind Russell
Fred Astaire and Rita Hayworth
Fred MacMurray and Jean Arthur
George Sanders and Vincent Price
Ingrid Bergman and Susan Hayward
Rita Hayworth and Shelley Winters
Rosalind Russell and Brian Aherne
Ginger Rogers and Cornel Wilde
Cary Grant and Irene Dunne
Orson Welles and Rita Hayworth
Ray Milland and Loretta Young
Charles Boyer and Irene Dunne
Marlene Dietrich & Fred MacMurray
Brian Aherne and Loretta Young
Cary Grant and Janet Blair
*April ARB Report
In Maryland, most people watch
W 'MAR
CHANNEL
SUNPAPERS TELEVISION BALTIMORE, MARY LAN D
Telephone Mulberry 5-5670 * TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SYSTEM
Repretented by THE KATZ AGENCY, Inc. New York, Detroit, St. Louis, Son Francisco, Chicago, Atlanta, Dallas, lo» Angeles
Broadcasting • Telecasting
June 10, 1957 • Page 37
WEAU-TV
Eau Claire,
is the
in WISCONSIN
With the advent of our
new 1000 foot tower and
maximum power, WEAU-
TV comes into its own . . .
delivering you a market of
more than a quarter-
million TV families.
DULUTH- SUPERIOR
SPOONER
WAUSAU
IS!
I EAU
CLAIRE
<5j£f§£lfc LA CROSSE
mm m
GREEN BAV
YOUR BONUS
COVERAGE: Twice the area
previously covered.
MARKET: 100,000 more viewing,
buying families
IMPACT: WEAU-TV's is a single-
station market assuring
you of saturation coverage.
Page 38 • June 10, 1957
Broadcasting • Telecasting
ADVERTISERS & AGENCIES
GB&B Drops Regal Pale,
$1 .7 Million Account
IN a surprise move, Guild, Bascom & Bon-
figli. San Francisco, last Friday resigned the
$1.7 million per year Regal Pale Brewing
account. The beer firm has been too "rest-
less," the agency explained. Regal allocates
about 60% of its budget to spot television in
its distribution area covering California,
Arizona, Nevada and Hawaii.
Walter Guild, president of the agency,
notified Regal of its action by special deliv-
ery letter mailed late Thursday night for
receipt by the company Friday morning. Mr.
Guild offered to continue to represent the
brewery until another agency is selected.
In a memorandum to his staff. Mr. Guild
apprised them of the agency's action and ex-
plained the reasoning behind the move in
this way:
"The brewery's restlessness and constant
desire for change has resulted in a situation
where we are not at all proud of the job we
have been doing for Regal this past year
and we feel it is beginning to reflect on our
reputation."
GB&B has represented Regal since 1953
and coined for the company a provocative
slogan, "Regal — one of America's two great
beers." The brewery has been receiving
about 200 letters a month asking for the
name of the other beer (which is, of course,
a figment of the agency's imagination).
Mr. Guild said in his memorandum that
Regal's "restlessness" can be explained by
the growing competitive situation in the
West, pointing out that seven beer products
have cropped up on the market in the past
few years. On a reassuring note, he observed
that the agency's billings without Regal
amounts to about $8 million annually.
Mr. Guild concluded his staff memo on
an unusual accent, characteristic of Guild's
"off-beat" approach in its commercials,
when he said:
"Please continue to drink Regal Pale and
plug it at every opportunity because it's a
very fine product and they are very fine
people."
45 of Tod 100 Advertisers
Spent Bulk in Tv in '56 — TvB
A TOTAL of 45 of the nation's top 100
advertisers in 1956 put more of their in-
dividual advertising budgets into television
than into three other major media com-
bined, according to an analysis made by
Television Bureau of Advertising and being
released today (Monday).
Media covered in the comparison — which
was based on tables prepared by American
Newspaper Publishers Assn.'s Bureau of
Advertising — did not include network radio,
for which no figures were compiled in 1956,
or spot radio. Specifically, the table encom-
passed network and spot tv, newspapers,
magazines, and outdoor advertising.
The analysis shows tv outstripped maga-
zines and newspapers by far in getting the
lion's share of individual appropriations.
Magazines received more than half of the
Broadcasting • Telecasting
budgets of nine of the top 100, while news-
papers were the "favorite" of six.
Going further, TvB found that 14 of the
top 100 put more than 75% of their ap-
propriations into tv, while three put more
than 90% into television. By comparison,
one of the top 100 put as much as 75%
into newspapers, and one put a similar pro-
portion into magazines. None put 90%
into magazines, but a lone one did in news-
papers.
Of the 14 who did 75% or more of their
spending in tv, one was in the top 10, five
were in the top 25, and nine were in the
top 50.
TvB also reported that among the top 100
in 1956, only one who was eligible to use
television failed to do so (that is, eliminating
advertisers of hard liquors and other prod-
ucts not accepted by the broadcast media.)
The holdout: Hunt Foods.
"Figures and figure analyses may be dull
reading to many," said TvB President Nor-
man E. Cash, "but they are also highly re-
Tv Report for May 1-7, 1957
Top Ten Network Shows
No. of % Tv
Program Cities Homes
1. Perry Como
2. Wednesday Night
Fights
3. $64,000 Question
4. Ed Sullivan Show
5. Chevy Show
6. Twenty One
7. / Love Lucy
8. Dragnet
9. Playhouse 90
10. Lawrence Welk
10. Steve Allen Show
147
33.2
108
33.1
172
32.5
169
31.2
137
30.9
139
30.7
159
30.5
164
30.1
125
29.2
193
27.7
147
27.7
Program
1.
2.
3.
4.
5.
$64,000 Question
Perry Como
Ed Sullivan Show
I Love Lucy
Chevy Show
6. Twenty One Show
7. Dragnet
8. Lawrence Welk
9. Steve Allen
10. Climax
No. of
Cities
172
147
169
159
137
139
164
193
147
162
Tv Homes
(000's)
11,124
10,945
10,522
10,189
9,920
9,878
9,870
9,392
9,113
8,918
Copyright, Videodex, Inc.
Tv Report for April 1957
Top Twenty Once-A-Week
Program
Ratings
/ Love Lucy
37.7
Bob Hope
37.5
Perry Como
35.3
Ed Sullivan
34.8
$64,000 Question
32.7
Playhouse 90
30.7
Burns and Allen
30.6
Climax
30.4
Godfrey's Talent Scouts
29.6
Groucho Marx
28.7
Person To Person
28.7
Phil Silvers
28.5
December Bride
28.2
What's My Line
28.2
Lineup
28.1
Red Skelton
28.0
$64,000 Challenge
27.1
Gunsmoke
26.4
Jack Benny
26.4
Steve Allen
26.4
Top Ten Multi-Weekly
Mickev Mouse Club 19.3
CBS-TV News 11.9
Queen For A Day 11.7
NBC News 10.3
Art Linkletter 10.1
Guiding Light 10.0
Arthur Godfrey
Captain Kangaroo
Search For Tomorrow
Garry Moore
9.9
9.9
9.8
9.0
Steve Allen (NBC-130) : participating spon-
sors, Sun. 8-9 p.m.
Jack Benny (CBS-179): American Tobacco
Co. (BBDO) alt. weeks, Sun. 7:30-8 p.m.
Burns & Allen (CBS-114): Carnation Co.
(Erwin Wasey), B. F. Goodrich (BBDO;
alt., Mon. 8-8:30 p.m.
Captain Kangaroo (CBS-various): partici-
pating sponsors. Mon.-Fri. 8-8:45 a.m.
CBS News (CBS-147) : Brown & Williamson
Tobacco (Ted Bates), American Home
Products (Ted Bates), Hazel Bishop
(Raymond Spector) alt., 6:45-7 p.m. and
7:15-7:30 p.m.
Chevy Show-Bob Hope (NBC-144) : Chev-
rolet (C-E), Sun. 9-10 p.m. once a month.
Climax (CBS-173): Chrysler Corp. (M-E),
Mon. 8:30-9:30 p.m.
Perry Como (NBC-137) : participating spon-
sors, Sat. 8-9 p.m.
December Bride (CBS-184): General Foods
(B&B), Mon. 9:30-10 p.m.
Dragnet (NBC-157): Schick (Warwick &
Legler), Liggett & Myers (M-E), Thurs.
8:30-9 p.m.
Godfrey's Talent Scouts (CBS-165): Thom-
as J. Lipton Co. (Y&R), Toni Co. (North)
alt., Mon. 8:30-9 p.m.
Arthur Godfrey Time (CBS-116): partici-
pating sponsors, Mon. -Thurs. 10-11:30
a.m.
Guiding Light (CBS-119): Procter and
Gamble (Compton), Mon.-Fri. 12:45-1
p.m.
Gunsmoke (CBS-162): Liggett & Myers
(D-F-S). Remington Rand (Y&R) alt.,
Sat. 10-10:30 p.m.
I Love Lucy (CBS-162): General Foods
(Y&R), Procter & Gamble (Grey) alt.,
Mon. 9-9:30 p.m.
Line-Up (CBS-153): Brown & Williamson
Tobacco (Ted Bates), Procter & Gamble
(Y&R) alt.. Fri. 10-10:30 p.m.
Art Linkletter's House Party (CBS-114):
participating sponsors, Mon.-Fri. 2:30-3
p.m.
Mickey Mouse Club (ABC-92): participat-
ing sponsors, Mon.-Fri. 5-6 p.m.
Garry Moore Show (CBS-116): participa-
ting sponsors, Mon. -Thurs. 10-10:30 ajn.,
Fri. 10-11:30 a.m.
NBC News (NBC-85): participating spon-
sors, Mon.-Fri. 7:45-8 p.m.
Person to Person (CBS-179): American Oil
Co. (Joseph Katz), Hamm Brewing Co.
(Campbell-Mithun). Time Inc. (Y&R)
alt., Fri. 10:30-11 p.m.
Playhouse 90 (CBS-131): Bristol-Myers
(BBDO), Philip Morris (Leo Burnett),
American Gas Assn. (L&N) alt., Thur.
9:30-11 p.m.
Queen For A Day (NBC-122): participating
sponsors, Mon.-Fri. 4:30-5 p.m.
Search For Tomorrow (CBS-135) : Procter
& Gamble (Leo Burnett), Mon.-Fri.
12:30-12:45 p.m.
Phil Silvers (CBS-190) : Procter & Gamble
(Leo Burnett), R. J. Reynolds Tobacco
(Wm. Esty Co.) alt., Tues. 8-8:30 p.m.
$64,000 Challenge (CBS-117): P. Lorillard
(Y&R), Revlon (BBDO) alt., Sun. 9:30-
10 p.m.
$64,000 Question (CBS -178): Revlon
(BBDO). Tues. 10-10:30 p.m.
Red Skelto?! (CBS-107): S. C. Johnson &
Son (F, C & B), Pet Milk (Gardner) alt.,
Tues. 9:30-10 p.m.
Ed Sullivan (CBS-174): Mercury Division
of Ford Motor (K&E). Sun. 8-9 p.m.
Twenty-One (NBC-76) : Pharmaceuticals
Inc. (Kletter), Mon. 9-9:30 p.m.
Wednesday Night Fights (ABC-176): Men-
nen Co. (M-E), Wed. 10-11 p.m.
Lawrence Welk Show (ABC-200): Dodge
Division of Chrysler (Grant), Sat. 9-10
p.m.
Whafs My Line? (CBS-104) : Helene Curtis
Industries (Earle Ludgin). Remington
Rand (Y&R) alt.. Sun. 10:30-11 pTn.
You Bet Your Life (NBC-177): DeSoto
(BBDO), Toni (North) alt., Thurs. 8-8:30
p.m.
June 10, 1957
Page 39
ADVERTISERS & AGENCIES
vealing. There can be no denying that this
latest array of 'dullness' indicates clearly that
national advertisers are more and more turn-
ing to tv as their basic medium, and they're
backing up their judgment with hard cash.
"In the matter of media representation in
advertising publications, we would suggest
that spot tv, larger than outdoor, newspaper
sections, network radio and farm papers
combined, be given due notice by incorpora-
tion with network television — or on its own
— -whenever bar-chart measurements are
shown."
The TvB study noted that television, the
largest national medium, grew by 22% or
$160 million last year — a growth three times
that of newspapers and regular and special
newspaper sections combined. Total net-
work, national spot and local expenditures
in television have been estimated at $1,235
billion for 1956.
Analyzing media trends among the top
100 advertisers, TvB noted that network tv
rose from $180.8 million in 1952 to $488.1
million in 1956; and that when spot tv
measurements became available through
TvB for the first time in 1956, totaling
$397 million for that year, the total national
tv figure rose to $885.7 million to put tele-
vision at the top of the media list.
ARF Projects Group Split
Into 3 Units in Revamping
A REORGANIZATION of the Advertising
Research Foundation's Projects Planning
Committee was announced last week by
Dr. Wallace H. Wulfeck, ARF's board
chairman. Dr. Wulfeck is chairman of the
executive committee at the William Esty
Co.
The committee, chairmanned by Vincent
R. Bliss, president of Earle Ludgin & Co.,
has been split into three subcommittees; one
headed by Edward Battey, vice president
and director of research, Compton Adv.,
will concentrate on the development of
specific ARF projects; another, guided by
Vernon C. Myers, editor. Look magazine,
will study exploratory projects, and the third,
under the direction of J. Kenneth Laird,
president, Tatham-Laird, will center on gen-
eral ARF activity projects.
The Projects Planning Committee mem-
bership is composed of advertiser, agency
and advertising media subscribers. They are:
Subcommittee on Specific ARF Projects
— Mr. Battey; Robert Kintner, NBC: J.
Ward Maurer, Wildroot Co.; Gibson Mc-
Cabe, Newsweek; Thomas C. Parker, Ford
Motor Co., and William E. Steers. Doherty,
Clifford, Steers & Shenfield Inc.
Subcommittee on Exploratory ARF Pro-
jects— Mr. Myers; Arno H. Johnson, J.
Walter Thompson Co.; Edgar Kobak,
WTWA Thomson, Ga.; Wilson J. Main.
Ruthrauff & Ryan Inc.; C. O. Moosbrugger,
Minnesota Mining & Mfg. Co., and C. L.
Rumrill, the Rumrill Co.
Subcommittee on General ARF Activity
Projects — Mr. Laird; S. R. Bernstein, Ad-
vertising Age; Gordon Buck, Foote, Cone
& Belding; James S. Fish, General Mills
Inc.; Pierre Martineau, Chicago Tribune,
and Douglas L. Smith, S. C. Johnson & Son.
Members-at-large include Kenneth God-
Page 40 • June 10, 1957
INTRODUCING the new Saran Wrap
package in 45 metropolitan markets,
Dow Chemical Co. of Midland. Mich.,
will use radio and television stations
for a two-week campaign, beginning
June 17. In this still from a series of
10-second, 20-second and minute spots
created by MacManus, John & Adams,
Bloomfield Hills, Mich., a model points
to the redesigned box, as she dances
to a jingle, "You'll Be Saran Wrap
Happy Now," based on the Vincent
Youmans song, "I Want to Be Happy."
frey, American Assn. of Adv. Agencies,
William A. Hart and A. W. Lehman of
ARF, and Lowell McElroy of the Assn. of
National Advertisers.
Delco Buys Lowell Thomas on Tv
IN HIS first venture into television on a reg-
ular basis, Lowell Thomas, CBS Radio news
personality, will star in a tv adventure series
to be carried on CBS-TV under sponsor-
ship of the Delco-Remy Div., General
Motors Corp. (Delco batteries), Anderson,
Ind.. it was announced last week. The
agency is Campbell-Ewald. Detroit.
The series will consist of seven hour-long
programs, filmed in color in such remote
places as New Guinea, Nepal, the Antarctic,
the South Sea islands and the Mexican
jungle. Exact dates and times of the pro-
gram will be announced shortly. Mr.
Thomas' nightly CBS Radio programs,
which have been carried for 25 years, will
continue on the air, with Delco batteries as
sponsor, even though the newscaster may be
out of the countrv.
L. A. Viewers Think
Tv Shows Improving
TELEVISION programs are getting bet-
ter.
That's the majority opinion of viewers
in Los Angeles, as expressed in interviews
with a cross section of the city's popula-
tion conducted by Eaton & Assoc., inde-
pendent survey firm, and reported in the
Los Angeles Mirror-News.
Eaton interviewers asked: 'Would you
say that most tv programs this year are
better or worse than last year — or about
the same? Of all those interviewed 52%
said programs are better, 23% felt there
hadn't been much change, 15% had no
opinion and only 10% said that program
quality was slipping.
These answers are particularly signifi-
cant because Los Angeles has seven tv sta-
tions, three network affiliates and four in-
independents, so the city's tv families are
exposed to the full gamut of tv entertain-
ment.
Newer movies, better and '"more ma-
ture" dramas, variety shows and spectacu-
lars, better talent and more educational
programs were mentioned as reasons why
people think tv is improving. On the other
hand, Walter H. Eaton, director of the Los
Angeles poll, reported that those who
found programming deteriorating "are al-
most solidly agreed on the reason: more
commercials, louder commercials, more
extravagant, wild-eyed commercials."
The Eaton pollsters also asked this ques-
tion: "Lately there's been considerable dis-
cussion about pay-tv. Under this system
you'd pay a certain amount — probably
from 25^ to $1.50 — and be able to see a
new movie, a broadway show, a top sports
event or some other special program on
your tv set. Would you be in favor of this
or opposed to it?
Answers to that question, which the op-
ponents of toll-tv would say was heavily
rigged to get a favorable answer, showed
53% of respondents favorable to pay-tv,
35% against it and 12% undecided. "Men
HOW PEOPLE SPEND THEIR TIME
k*JL~'ll* ..... .:...^„,.sJ
THERE WERE 122,673,000 people in the U. S. over 12 years of age during the
week. May 26-June 1. This is how they spent their time:*
62.1% (76.180,000) spent 1,626.4 million hours watching television
51.5% (63,177,000) spent 935.3 million hours listening to radio
79.4% (97,402,000) spent 396.8 million hours reading newspapers
27.2% (33,367,000) spent 147.6 million hours reading magazines
19.3% (22,676,000) spent 209.9 million hours watching movies on tv
34.5% (42.270,000) spent 175.4 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B»T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Broadcasting • Telecasting
Seattle's 120 Yellow Cab drivers know
what's going on in town.
That's why we made them Radio KING
"stringers."
They report eye-witness news to their
dispatcher. He relays "yellow alerts" to
the KING News Bureau by private wire.
Another reason people are saying:
"You Don't Miss a Thing,
If You Stay Tuned to KING"
50,000 WATTS— 1090 KC [
ABC— BLAIR, INC.
FIRST IN SEATTLE
Radio KING
ASSOCIATED WITH KING-TV, SEATTLE, WASH. AND KGW RADIO-TV, PORTLAND. OREGON
PROJECTING THE BEST
From CBS Television Film Sales come the best film programs for
all stations: expertly-made, wide in appeal, easy on the budget.
Fast-moving action dramas like '£Whirlybirds," "Assignment Foreign
Legion" and "San Francisco Beat"... the western adventures of
"Annie Oakley" and "Brave Eagle"... wholesome family entertainment
like "Mama" and "Life with Father"... are part of a catalogue
listing more than 20 top-rated syndicated properties. Each meets
CBS Television Film Sales' quality-first standards; each comes backed
with plenty of hard-hitting merchandising and promotion aids.
Hundreds of local, regional and national advertisers in more than
200 markets (who last year pushed CBS Television Film Sales' billings
to a record high! i make their best showing with programs from...
CBS TELEVISION FILM SALES, INC.
. . the best film programs for all stations"
Distributing San Francisco Beat, Whirlybirds, Winning of the West, Annie Oakley, Brave Eagle.
Life with Father, Fabian of Scotland Yard, Amos 'n' Andy, Gene Autry, Buffalo Bill Jr., The Whistler,
Files of Jeffrey Jones, Assignment Foreign Legion, Cases of Eddie Drake, Under the Sun, Mama,
Gray Ghost, Champion, Colonel Flack, Navy Log, Range Rider, Terrytoons and Newsfilm.
ADVERTISERS & AGENCIES
— and persons with above-average incomes
— were the strongest supporters of pay-tv,"
Mr. Eaton reported. "Viewers over 50
years of age were least enthusiastic. But
even in this group most people with opin-
ions voted yes."
Asked why they had not bought a color
tv set (less than 1% of Los Angeles fam-
ilies have), nearly 25c/c of the people in-
terviewed said they have no objection to
color, but most of the rest thought the
price for color is still too high and that
by waiting a year or two they'll be able
to get better color sets for less money.
Food Products Lead
In Spot Radio Spending
FOOD and grocery products nosed out
tobacco products and supplies for first place
among product categories in expenditures
for spot radio during the first quarter of
1957, Station Representatives Assn. is re-
porting today (Monday).
The product breakdown is prepared from
data compiled regularly for SRA by the
accounting firm of Price Waterhouse & Co.,
New York.
The first-quarter report showed food and
grocery products accounted for $8,291,000
or 17% of the $48,827,000 estimated total
gross expenditure in spot radio during the
three-month period. Tobacco products and
supplies accounted for $8,141,000 or 16.7%.
Drug products took No. 3 spot with $5,-
375,000 or 11%.
Lawrence Webb, SRA managing director,
noted that there was no comparable prod-
uct breakdown for the first quarter of last
year, but that total spot radio spending for
this year's first three months exceeded the
same period in 1956 by 40.5%.
The 1957 first-quarter breakdown:
PAYOFF
A CHRONICLE OF COMMERCIAL PERFORMANCE SUCCESS
Agriculture (2.7%)
Ale, beer and wine (5.9%)
Amusements, entertainment (.5%)
Automotive (8.2%)
Building material, fixtures, paints (.1%)
Clothing and accessories (.5%)
Confections and soft drinks (1.4%)
Consumer services (4.1?£)
Cosmetics and toiletries (4.4%)
Dairy and margarine products (.4%)
Dental products, tooth paste, etc. (5.1%)
Drug products (11.0%)
Finance and insurance (.3%)
Food and grocery products (17.0%)
Garden supplies and equipment (.2%)
Gasoline and lubricants (4.4%)
Hotels, resorts, restaurants (.3%)
Household cleaners, soaps,
polishes, waxes (2.1%)
Household appliances (.2%)
Household furnishings (.3%)
Household laundry products (1.3%)
Household paper products (.3%)
Household general (.9%)
Notions (2.7%)
Pet products (.3%)
Publications (.8%)
Religious (2.9%)
Tobacco products and supplies (16.7%)
Transportation and travel (2.3%)
Watches, jewelry, cameras (.1%)
Miscellaneous (2.6%)
Estimated
revenues
$ 1,291,000
2,902,000
240,000
4,020,000
64,000
259,000
699,000
2,019,000
2,158,000
202,000
2,487,000
5,375,000
142,000
8,291,000
108,000
2,149,000
140,000
998,000
1 1 3,000
120,000
644,000
146,000
413,000
1,319,000
138,000
408,000
1,420,000
8,141,000
1,098,000
59,000
1,264,000
$48,827,000
TOPNOTCH FOR TOPKNOTS • Using live
television to promote beauty-care item.
Weaver Products of Minneapolis got results
that would curl the hair. Weaver Products
has been using time on WLWT (TV) Cin-
cinnati to sell its Spoolie hair curlers.
Using WLWT as its prime promotional
avenue, Weaver hit $200,000 in retail sales
in the first five weeks of the campaign, with
more than $40,000 in orders backed up from
drug, department, grocery and 5 & 10 cent
stories. A package of 32 curlers retails for
$1.50.
John P. Lewis, Spoolie sales manager,
through Herb Flaig Agency, Cincinnati,
chose a morning variety show and an after-
noon movie on WLWT. Mrs. Gladys
Weaver, wife of the firm's president, Joseph
Weaver, did the commercials. At the point
of saturation in the campaign's first five
weeks, this meant 10-11 spots a week on
WLWT, of which 80% were live.
Mrs. Weaver's salesmanship and the visual
medium combined to keep many Cincinnati
area customers waiting six to eight weeks
for orders, with company production out-
sold for the following four months. "In Cin-
cinnati we reached a new peak," President
Weaver reported, adding the success "rests
solely on having an excellent product and
selling it with live television." The firm has
retained the WLWT shows on a long-range
basis.
POTENT PARLAY • A former dentist and an
ex-optometrist have parlayed three wrist-
watches, a flair for salesmanship and a heavy
tv schedule on WTVT (TV) Tampa, Fla.,
into a successful discount house operation.
M.D. (Doc) Abrams, the optometrist, and
Bob Swerny met when both were planning
IN FOR MORE SPINS
P. LORILLARD CO.'s Kent cigarette
jingle may turn into a double hit, both
king-sized and regular. Aladdin Rec-
ords likes the jazz ad jingle so well
it bought rights to the music and is
giving it two chances to succeed. Ap-
pearing in different versions on two
sides of a record, the tune is played
on one as "The Kent Theme," a
straight instrumental piece by Buddy
Weed's orchestra; on the other side
the jingle has new words, "For Love,"
sung by Three Beaux and a Peep.
The radio-tv spot which caught
Aladdin's fancy is by Young & Rubi-
cam, with music by Roy Eaton of
that firm. The record people are press-
ing 100,000 records for the initial edi-
tion and sending out 1.500 to disc
jockeys across the land. These pro-
spective spins, added to 11,000-odd
airings the Kent jingle gets each week
on stations and the network (CBS-TV.
The Big Challenge) forecast a pro-
motional hit for P. Lorillard.
a professional change, and last year opened
the Bay Discount House in Tampa. On
opening day they purchased every available
spot announcement on WTVT (TV), broad-
casting commercials live from remote facili-
ties at the store. Results proved that they had
found a simple formula for success: volume
sales through tv advertising.
Where do the watches come in? They have
become the firm's trade-mark — Doc Abrams
delivers all the firm's commercials brandish-
ing three wrist watches on his arm. He dis-
plays them prominently while mentioning
four or five items in a minute spot, with
the firm seeing immediate results on these
items.
A second store has been opened in Clear-
water, Fla., and both rely almost completely
on tv advertising . . . "Because it enables the
customer to window shop from his home
... its exclusiveness (avoiding the direct
competition of retail advertising in news-
papers) ... its personal touch."
The firm's current ad schedule calls for
23 spots a week on WTVT (TV) news, sports
and weather shows and its Popeye cartoon
series. It also sponsors two late-evening films
on the station.
R.S.V.P. • On May 6, Bob Smith invited
some people to be his guests at the movies.
More than 1,000 people accepted within an
hour after the request was made. Though
the response would have overwhelmed an
ordinary host, Mr. Smith was extraordinarily
pleased. So were the prompters of the in-
vitation. Century Theatres, a 33-theatre
chain in Brooklyn, Queens and Long Island.
They were particularly satisfied because all
but 73 of the calls came from Brooklyn,
Queens and Long Island.
The announcement, broadcast on a 15-
minute segment of The Bob Smith Show,
was part of a campaign for Century on WOR
New York. Passes to the theatres were given
to all who called within an hour after the
offer was made.
NO BOLOGNA • A local production on
WNEM-TV Bay City, Mich., resulted in big
business for Al Goulet, owner of a small
grocery business in Bay City. Mr. Goulet
sold his complete stock of Goulet's bologna
in two hours following a demonstration com-
mercial on WNEM-TV. The initial television
trial for the product not only boosted Mr.
Goulet's own business, but created a de-
mand among other independent grocers for
the whole Goulet line of prepared meats.
TEST RESULTS • Bernard B. Schnitzer Inc..
San Francisco advertising agency, has tested
the conclusions of agency research — and
found the results so valid that it has signed
a contract for its second year on KDFC-
FM San Francisco.
A study made by the agency's research
department showed that business leaders and
executives, "thought leaders" in the com-
munity, are likely to be fm adherents. The
agency decided that fm could be a test
medium for its own institutional advertising,
bringing the agency name before a specific
Page 44
June 10, 1957
Broadcasting
Telecasting
KNTV, San Jose, boasts 206,820 households in the 4-county area
That's a bit less than in San Francisco, but San Joseans
have remarkable buymanship. Study this statistic:
*San Jose 4-County San Francisco
Filling Station Sales $76,559,000 $50,824,000
::Santa Clara, Santa Cruz, Monterey, San Benito
San Jose 4-county area, where almost $2 billion of
consumer income is waiting to be spent. Only KNTV, San Jose,
delivers the whole 4-county area.
Lower cost-per-1000
CHANNEL 11
SAN JOSE
P.S. The Weed Television Corporation can tell you the whole San Jose Story.
HOZAY
Broadcasting • Telecasting
June 10, 1957 • Page 45
ADVERTISERS S AGENCIES
It is • I
easier
to
reach
BALTIMORE
when
you
ride with
REPRESENTED BY
JOHN BLAIR AND CO.
Page 46 • June 10, 1957
audience and also developing a better under-
standing of the functions of an agency.
The factual, 45-50 second spots were aired
between 7 and 10 p.m. on KDFC-FM. The
agency felt they succeeded in airing its name
before opinion groups — and in a specific
instance, was told by a new national client
that several of the company's executives
knew of the firm through the KDFC-FM
schedule.
60-SECOND SUCCESS • Latest entry in the
success files of WHBQ-TV Memphis shows
how a little television time can accomplish
large results. The long and the short of it:
17 homes sold for Wallace E. Johnson Realty
Co. through a one-minute live spot on
WHBQ-TV's late evening Million Dollar
Movie. Time & Copy Inc., which places
the weekly spot for Johnson Realty, wrote
the station: "Our pleasure and elation in
this type of sales success is exceeded only
by our client's."
NEWS MEANS BUSINESS • KGYN Guy-
mon, Okla., introduced Jackson's Drug
Store to radio eight years ago — and 3,000
news broadcasts later, there's no end in sight.
Sponsorship of the local news broadcasts
has brought consistent increases in business
to the firm.
To mark the 3,000 mark, station and
store planned a special promotion. John
Gray, manager of KGYN, moved a
Hammond organ to the store for a regular
40-minute program, Among My Souvenirs.
Response from the overflow crowd and from
telephone requests was so "demanding," the
station reports, that a second broadcast was
scheduled for the afternoon.
Los Angeles PR Agency to Merge
With McCann-Erickson Subsidiary
CONSOLIDATION of the Harry Bennett
Public Relations Agency, Los Angeles, with
Communications Counselors Inc., New
York, international public relations organ-
ization, was to be announced jointly yester-
day (Sunday) by Harry Bennett and W.
Howard Chase, president of CCI. The latter
is a wholly-owned subsidiary of McCann-
Erickson Inc.
The Bennett organization, which has op-
erated in the Los Angeles area for nearly 20
years, will become the Los Angeles office of
CCI, with headquarters at 3440 Wilshire
Blvd. The entire staff of the local firm will
continue with the new organization, the an-
nouncement said. Mr. Bennett will be vice
president of CCI and manager of the Los
Angeles office.
CCI was formed a year and a half ago
and serves more than 40 major national and
international organizations. It has offices in
New York, Chicago, Detroit, Washington,
D. C. Atlanta. London, Paris and Brussels.
Gomalco Sells 'Wally & Beaver'
FIRST film series offered by Gomalco Pro-
ductions (George Gobel and David P.
O'Malley) was sold to CBS-TV last week
for $4 million in an arrangement calling
for production of the half-hour comedy se-
ries, Wally and the Beaver, according to
the production unit. The program will fill
the 7:30-8 p.m. period on Fridays, begin-
ning Oct. 4. The series will be on a 52-week
year basis with 39 half-hour shows and 13
reruns. Stars are 12-year-old Paul Sullivan
as Wally and 8-year-old Jerry Mather as
Beaver. Creators of the series and the writ-
ers are Joe Connelly and Bob Mosher.
AMA Urges 'Careful Screening'
Of Patent Medicine Radio-Tv Ads
THE American Medical Assn.'s House of
Delegates, top policy-making body of or-
ganized American medicine, last week offi-
cially urged "more careful screening" of
patent medicine advertising on radio and tv.
In a resolution adopted at a meeting in
New York, the House went on record as
recommending that the AMA board ""aug-
ment its liaison with the television and radio
industry" with regard to the screening of
such commercials. It also commended ' the
efforts of such agencies as the Federal Trade
Commission and the FCC in their current
program of enforcement of the laws govern-
ing the advertising of patent medicines."
As reason for the action, the resolution
said that "the public is constantly exposed
to misleading advertising, both visual and
oral, via television and radio, by the pur-
veyors of patent medicines, thereby inviting
the listeners to self-treatment of a variety
of ailments or conditions." Because "each
individual is unto himself a distinct and
separate problem . . . oftentimes making
these drugs contra-indicated," the resolu-
tion continued, "these [advertising] repre-
sentations tend to cause irreparable harm to
the general population in their efforts to
treat themselves by the usage of such drugs."
Dallas Builders Use Air Media
In Institutional Home Campaign
HOME building in Dallas County (Tex.)
dropped last year 40% below the preceding
year's 15,000 units started. Comparing this
with a national decline of 16%, the Home
Builders Assn. of Dallas County has col-
lected $100,000 to sell consumers on the
security of a home. It has engaged Wyatt
& Bearden advertising agency of Dallas to
create an institutional campaign patterned
on the automotive industry's psychological
selling and using radio-tv as substantial
guns in an all-snedia barrage.
A typical radio-tv jingle urges the family
"on a house-hunting spree . . . 'cause you're
sure to find just exactly the kind of a home
that spells security." In an aggressive bid
for the big-money dollar, ads will counsel
prospects to buy a home "first" (before
other expensive items) and will play on all
emotions to this end. Accompanying the bid
will be various programs to educate the
Dallas public on homebuying economics.
The Dallas builders plan live telecasts
from their annual home show next fall. And
if they decide to carry the campaign into
next year, a tv series on building a home
may be in the offing.
Broadcasting
Telecasting
MARTHA BERRY SCHOOL, where students pay for their
education through the fruit of their own labor, is in north-
west Georgia, near Rome — a region fully covered by WAGA-
TV, famous on the Georgia scene, too. WAGA-TV's tallest
tower, maximum power, and careful programming show up
month after month in top ARB and Pulse ratings. It is the
leading television station in the Southeast's No. 1 market.
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-625 Madison Ave. • CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-111 Sutter St.
Represented Nationally by THE KATZ AGENCY, Inc.
The adventures ol
starrin
with JatTieS Hong as the Number One Bo
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ADVERTISERS & AGENCIES
Consultant Says Advertising
Is Better as Lure than Trap
ADVERTISING is "considerably more ef-
fective" in attracting new customers than in
retaining present ones, Raymond Stevens,
president of Arthur D. Little Inc., Cam-
bridge, Mass.. management consultant, told
the spring conference of the American Man-
agement Assn. in New York last week.
Mr. Stevens based this evaluation of ad-
vertising on a series of studies the Little
organization has been conducting on sales
response to advertising and promotion. The
studies also indicate, Mr. Stevens said, that
campaigns should not be "protracted be-
yond the saturation level and, instead, an-
other type of promotion of the product
should be launched." He also suggested
that "'too long" campaigns can be avoided
by distributing the budget among several
media, rather than concentrating in one.
Elmo Roper, research consultant, told the
meeting that research by advertisers should
be used on a continuing basis rather than
"during an emergency." Mr. Roper said that
continuous research may provide informa-
tion "on what the customers will be buy-
ing two or more years hence."
Big Ten, Sports Tv Sign
EXCLUSIVE rights to a Big Ten filmed
football tv series have been granted to Sports
Tv Inc.. Hollywood production firm, it was
announced last week by William Reed, as-
sistant commissioner of the western con-
ference. The series will be released on a
syndication basis Sept. 21 under the title
of Big Ten Highlights and will feature
Chick Hearn as commentator for 13 half-
hour programs.
Sports Tv Inc. already handles All Ameri-
can Game of the Week and Pacific Coast
Conference Highlights. The film firm re-
portedly is near the close of negotiations
with an advertiser for regional sponsorship
of the film series.
Fla. Citrus Budgets $4 Million
THE Florida Citrus Commission has lowered
its sights from a $7 million advertising
budget discussed for the coming year and
settled on $4 million, it has been announced.
The reduced figure still represents a 25%
increase over the expenditure for the current
fiscal year, which ends this month. No media
breakdown has been given. The commission
settled on the lower figure after fears were
expressed that $7 million came dangerously
close to predicted total income, estimated at
$7.3 million, collected by taxing fruit [B»T,
May 20].
Biddle, Winter Agencies Merge
THE Biddle Co., Bloomington, 111., and N.
A. Winter Advertising Agency, Des Moines,
will merge next month under the name of
Biddle Advertising Co., the firms have an-
nounced. Mr. Winter becomes senior vice
president and client service counsel of the
consolidated firm. It will headquarter in
Bloomington and maintain offices in Chi-
cago, Kansas City and St. Louis, in addition
to Des Moines.
DUAL ECONOMY
THE other day Biff Jones, young son
of Ernie Jones, president of Mac-
Manus, John & Adams. Bloomfield
Hills, Mich., and New York, nagged
his father into buying a tent for him,
but not before Mr. Jones had given
him a parental lecture on the ex-
pensiveness of the tent. After the pur-
chase, the son joined his father at
an emergency meeting in the latter's
office, where agency executives were
discussing multi-million-dollar invest-
ments in network and spot. Biff kept
interrupting his father with "but, Dad
" After the meeting had ended
Mr. Jones turned to his son and said,
"What is it, Biff?" "But Dad," asked
Biff, "where you going to get the
money?"
TIBBAtS
Tibbais to Anderson-McConnell
WALTER A. TIBBALS. formerly a vice
president of BBDO.
has joined Ander-
son-McConnell Ad-
vertising Agency,
Hollywood, as head
of the television-
radio department.
During 14 years at
BBDO, Mr. Tib-
bais was executive
on such accounts as
Revlon Inc.. Wild-
root Co., San Fran-
cisco Brewing Co.,
Schaefer beer. Rex-
all Drugs, Lever Bros., General Mills and
American Tobacco Co.
NETWORK BUSINESS
Goodyear Tire & Rubber Co., Akron. Ohio,
has bought three weekly 5-minute participa-
tions in Bill Brundige weekday sports show
(6:15-6:25 p.m. PDT) on KHJ Los Angeles
and full Don Lee network. Agency: Young
& Rubicam.
Oldsmobile Div., General Motors Corp.,
Lansing, Mich., signed to sponsor six special
one-hour color programs starring Jerry
Lewis over NBC-TV during the 1957-1958
season. Agency is D. P. Brother & Co.,
Detroit.
NBC -TV will air Adventure Theatre, start-
ing June 15, as summer replacement for
Your Hit Parade (Saturday, 10:30-11 p.m.
EDT), sponsored by American Tobacco Co.
(Luck Strike cigarettes), through BBDO,
and by Warner-Lambert Inc. (Richard Hud-
nut Quick home permanents), through Ken-
yon & Eckhardt.
REPRESENTATIVE APPOINTMENT
WEAT-AM-TV West Palm Beach, Fla., ap-
points Venard, Rintoul & McConnell. N. Y.
A&A SHORTS
Doyle Dane Bernbach on July 1 will move
its L. A. office to 6399 Wilshire Blvd., where
it has leased third floor, providing 100% in-
crease in space.
Caples Co., Chicago, announces merger
with Martin Co., same city.
Young & Rubicam Foundation of Y&R
agency, N. Y., has made annual award of
eight four-year scholarships to students, with
one other special award made this year.
Merritt Schoenfeld, account executive, C. L.
Miller Co.. Chicago, announces formation
of new company, Ramms Inc., named after
plans for specialization in research, advertis-
ing, marketing and merchandising.
W. G. Goldsmith, in bank advertising and
public relations, Los Angeles and Dallas,
established own advertising-publicity agency,
W. G. Goldsmith Co., at 857 S. San Pedro
St., Los Angeles.
General Mills (Betty Crocker products) on
July 15 starts four-week intensive schedule
on Panorama Pacific, morning show on
nine-station CBS Television Pacific Net-
work. Agency: Dancer-Fitzgerald-Sample.
New York.
Ralston Purina Co. (Purina Dog Chow), St.
Louis, signed for alternate week sponsorship
of Broken Arrow on ABC-TV (Tues., 9-
9:30 p.m. EDT), starting Oct. 1. Agency is
Gardner Adv., St. Louis. Miles Labs., Elk-
hart, Ind.. earlier had renewed its alternate
week sponsorship of series.
AGENCY APPOINTMENTS
Julian Freirich Co., N. Y.. meat packing
firm, names Bermingham, Castleman &
Pierce. N. Y. Fred Bruns is account execu-
tive.
Delaware Punch Co. (soft drink, frozen con-
centrate and ready-mix), Washington, D. C,
appoints Beckman. Hamilton & Assoc., L. A.
Climalene Co. (Climalene and Bowlene
Cleansers, other products), Canton, Ohio,
appoints Maxon Inc., Chicago.
Stiffel Co. (lamp manufacturer), appoints
John W. Shaw Adv. Inc.
Toni Co., Chicago, appoints Clinton E.
Frank Inc.. same city, to handle advertising
for Bright'ning, new hair color rinse prod-
uct. Hill Blackett Jr., vice president, named
account supervisor. Agency already handles
company's Pamper Shampoo. Toni Creme
Rinse and Casual Pin Curl Permanent prod-
ucts.
Procter & Gamble, Cincinnati, appoints
Dancer-Fitzgerald-Sample Inc.. to handle ad-
vertising for its Dash detergent.
Baldwin Piano Co. (New York division)
appoints Roy S. Durstine Inc., N. Y.
Electronic Tube Corp., Philadelphia, ap-
points Loren F. Green & Assoc., Chicago,
to handle line of ETC single-and multi-
channel oscilloscopes, multi-gun cathode
ray, amplifiers and other equipment as rep-
resentatives in states of Illinois, Indiana.
Wisconsin, Minnesota and Iowa.
Page 50
June 10, 1957
Broadcasting
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Broadcasting • Telecasting
June 10, 1957 * Page 51
FILM
PARAMOUNT PLANS RELEASE TO TV
• Movie major to decide on pre-1948 features this year
• Balaban thinking includes both sponsored, pay tv
PARAMOUNT PICTURES CORP., which
has kept its tv plans bottled longer than any
other major studio, is about to pull the plug.
Said Barney Balaban, Paramount's presi-
dent, at last week's stockholders meeting in
New York: ". . . We intend to become an
important supplier of motion pictures for
television." He indicated that before the
year is ended. Paramount will have decided
what to do with its pre-1948 feature library,
noting that by withholding it from tv this
long, its film library has increased in value.
Mr. Balaban also had some other things
to say about the electronic medium, which
when Paramount finally clasps it to its
bosom, will make Hollywood's embrace all-
inclusive. Among the highlights of his talk:
• Paramount thinks its inventories are
valuable for sponsored tv showing. This in-
cludes its post- 1948 features, which of
course, are of smaller number than its in-
ventory of "old" features.
<» But apart from this, "there is the po-
tential that lies in pay television." Pay tv,
he said, is "inevitable" because commercial
tv cannot pay for itself, and Paramount
(which owns the International Telemeter
toll tv system) means to supply subscription
tv with motion pictures.
Paramount Pictures, rated among the top
five motion picture majors, has been diversi-
fying its interests through the years and
now has a substantial interest (about 26%)
in Allen B. DuMont Labs, electronics man-
ufacturer: DuMont Broadcasting Corp. (also
about 26%) (WABD [TV] New York,
WTTG [TV] Washington and WNEW New
York); is sole owner of KTLA (TV) Los
Angeles (through subsidiary Paramount
Television Productions Inc.): has subscrip-
tion tv (International Telemeter Corp.);
is engaged in proprietary products manu-
facture, and has government contracts
through Telemeter Magnetics Inc., an In-
ternational Telemeter subsidiary.
Paramount now owns 100% of the stock
of Chromatic Television Labs, which is en-
gaged in the development of the single-gun
Lawrence color tube; has acquired Dot Rec-
ords and has an operating agreement with
Union Oil Co. of California to develop oil
and gas deposits in acreage in Hollywood
that includes its 45 acres of Paramount
Sunset Studios. A wholly-owned subsidiary,
the Autrometric Corp. has proprietary rights
on methods of correlating photography and
communications.
Financially, Paramount and its various
subsidiaries and investments are holding up
well, Mr. Balaban told stockholders. Para-
mount Pictures for the first quarter ( includ-
ing its consolidated domestic and Canadian
subsidiaries) earned an estimated $1,299,000
after income taxes, representing 66 cents
per share on stock outstanding March 30.
Foreign operations continue at a "satisfac-
tory" level with a reservoir of income and
cash in unremitted foreign blocked funds
Page 52 • June 10, 1957
totaling some $6 million. All other opera-
tions are faring well, except for Allen B.
DuMont Labs, which "has not been doing
too well of late" but hopes are that it will
be a profitable operation over the year's
pull.
DuMont Broadcasting now is showing a
profit and WNEW, he said, "is among the
most popular and profitable independent ra-
dio stations in the country."
While feature motion pictures for thea-
tres will continue as a "potent and profit-
able factor," new "horizons have been
opened in the television field," Mr. Balaban
said, reflecting: "The potentials of televi-
sion beckon more invitingly than ever."
Mr. Balaban believes motion pictures for
theatrical distribution will continue to be a
principal source of revenue for Paramount
but "it looks as if our future business could
consist in servicing three types of custom-
ers, namely, theatre operators, sponsored
television and home box-office provided by
pay television." This expanded market, he
thought, "could usher in a new period of
prosperity for the producers of motion pic-
tures."
He explained pay tv's potential by noting
that the movie industry now takes in about
$350 million yearly in domestic theatre film
rentals, and predicted that it would take
only 10% to 15% more to "provide a
healthy position" for the motion picture
makers.
Why is pay tv "inevitable" and commer-
cial tv unable to pay its own way? It's "tele-
vision economics," Mr. Balaban claimed,
saying: "Production costs [of commercial
tv] have risen astronomically, tv set satura-
tion is being approached, and the problem
of reconciling tv ratings with higher costs
to the sponsor is becoming more discourag-
ing to advertisers."
And, Mr. Balaban, declared the discour-
agement can be seen by "the number of
cancellations of programs, switching from
tv to other forms of advertising and the
high mortality rate of tv personalities."
Movies, even though they were produced
before 1948, have helped the programming
pattern for tv, Mr. Balaban noted at another
point in his statement. He said:
"The significant success scored by old
feature film libraries released to television
during the past year portends a far-reach-
ing revolution both in motion pictures and
television. Theatrical motion pictures have
decisively established themselves as a major
and indispensable source of television pro-
gramming."
He noted that tv has been "grinding out"
a flow of entertainment daily for years,
"consuming talent and material at a danger-
ous pace." Pressure to fill this appetite "was
bound to affect the standards of its entertain-
ment," Mr. Balaban asserted. He found
when the "unprecedented volume" of pre-
1948 movies was placed into tv channels,
"the solid entertainment value of these more
carefully prepared productions was an in-
stantaneous hit."
Of Paramount's post-1948 library, Mr.
Balaban said that while the number is small-
er than in the pre-1948 library, the value for
tv may be "comparable" to that of the pre-
1948 inventory.
TPA Expects 30% of Gross
In '58 to Be From Overseas
FOREIGN sales by Television Programs of
America next year will account for approxi-
mately 30% of the company's gross income,
a 5% increase over last year, Manny Reiner,
foreign sales manager of TPA, predicated
Thursday.
Mr. Reiner also reported European tv set
ownership has increased considerably during
the first five months of this year. He re-
turned from a five-week trip to England
and the Continent and visited 90% of the
foreign television markets of the world, in-
cluding Latin America, he said.
Figures given to Mr. Reiner by authorities
in the various European countries for tele-
vision circulation as of Ian. 1 and Mav 1,
1957, follow:
1/1/57 5/1/57
England 6,200,000 7,000,000
West Germany 682,000 1,000,000
France 400,000 550.000
Italy 328,000 550,000
Belgium 150,000 200,000
Holland 88,000 100.000
Denmark 50,000 76.000
Switzerland 19,000 25,000
Sweden 12,500 25.000
Television service in Wales will start late
this year, he said. East Germany is estimated
as having 55,000 sets. Czechoslovakia is
estimated as having 65,000 sets. Norway.
Spain and Portugal have negligible distribu-
tion. Russia is estimated as having 1.300,-
000 to 1,500,000 sets.
Mr. Reiner said he is going to Hong Kong
and the Philippines next month to open
negotiations for TPA syndicated films in
those areas. At present the company has
14 men in Latin America and eight repre-
sentatives in Europe.
Gibbs Opens Program Sales Drive
JOHN E. GIBBS & Co.. New York, last
week began a sales campaign for network or
national spot sponsorship of the first five pro-
grams carried on the experimental X-13
series on WOR-TV New York. In associa-
tion with Hardy Burt Productions, the Gibbs
organization is producing a total of 13
"prototype" programs, carried on WOR-
TV, as a means of showcasing them for fall
sales.
The "prototype" shows, which already
have been presented and which Gibbs is
offering for sale initially are Your Medical
Report, Sporting Chance, The Unknown
World, Mr. X and Face Your Critics. Other
programs to be carried on the experimental
series are It's All in Your Mind, a memory
quiz show, and Tv Tabloid, a program based
on material in tabloid newspapers.
Broadcasting • Telecasting
•J
a.
8
5!
Xnd smart timebuyers are changing their spots to WPAT! This accounts for the rather
significant increase in national spot business on "the gaslight station" in the first
five months of 1957; a figure which, happily, points to another record-breaking year of
national advertising and just goes to prove what better broadcasting can do.
A
The Gaslight Station"
New York
New Jersey
Broadcasting • Telecasting
June 10, 1957 • Page 53
SPRINGING THOSE POST-'48 FILMS
THE IDEA that early release of Hollywood
motion pictures to television will hurt the
film industry is very much overrated in the
view of United Artists Corp., which last
week placed into syndication 52 pictures
of recent vintage, some as late as 1955.
In an exclusive interview with B»T, United
Artists President Arthur B. Krim and tv
sales and distribution director John Leo de-
tailed UA's "philosophy" on how tv and
films can best work together for mutual
benefit. The philosophy: "To release a lim-
ited number of theatrical films for a limited
time ... to provide a constant flow of
today's pictures today and a constant flow of
tomorrow's pictures tomorrow."
Backing up this philosophy are the titles
and theatrical release dates of UA's most re-
cent package of 52 films which will be sold
in groups or individually: "The African
Queen" with Humphrey Bogart and Kathe-
rine Hepburn (1952); "Moulin Rouge" with
Jose Ferrer (1952); "Return to Paradise"
with Gary Cooper (1953); "Suddenly" with
Frank Sinatra (1954); "Night of the Hunter"
with Robert Mitchum and Shelley Winters
(1955); "Romeo and Juliet" with Lawrence
Harvey and Susan Shentall (British: 1954);
" The Purple Plain" with Gregory Peck
(1955), and many others of the 1952-55
bracket.
A letter announcing availability of these
and the others in the newest block of films
went out to stations last Monday. By
Wednesday, UA said it had signed 23 sta-
tions and had 35 more "ready to sign."
"This just proves," Mr. Leo said, "that
you don't have to do much selling for these
films." He said that UA's recently established
syndication office does 90% of its business
"out of the home office," so that by saving
costs in not having to maintain a field staff,
the company is able to come up with "com-
petitive prices." This in effect gives stations
a post- 1950 product at a cost competitive to
the cream of pre- 1948 product, now issued
by other studios, he said.
UA is not a studio per se; it maintains no
physical production plant, acts principally
as a middleman in that it lends money to
independent production firms in return for
theatrical and television distribution rights.
This may change in the future, however.
UA, Mr. Krim said, is "exploring very seri-
ously" the possibilities of entering into the
tv programming field, either by acquiring a
going production firm or starting our own
shop." Though he declined to name any
specific tv production firms up for sale, he
said there definitely are "one or two" look-
ing for buyers. He added:
"A number of our independent producers
on the coast are anxiously awaiting our
move in that direction."
Among UA's independent producers who
might conceivably be interested in entering
the tv field are those who already have used
tv properties or tv creative personnel to fash-
ion theatrical products. These delude Hecht-
Hill-Lancaster Productions, whose "The
Bachelor Party," by Paddy Chayefsky, now
in first-run, was originally seen on the old
NBC-TV Philco Television Playhouse, and
Orion-Nova Productions, headed by actor
Henry Fonda and tv writer Reginald Rose,
whose also-current "Twelve Angry Men" was
based on Mr. Rose's script for CBS-TV's
Studio One two seasons ago. Michael Myer-
berg, another UA producer, last year
brought out "Patterns," also taken from tele-
vision (NBC-TV's Kraft Theatre). In these
cases and similar ones, the tv director, actors
and other personnel repeated their stints on
celluloid.
UA last year grossed approximately $2.5
million on its initial package of 39 films, ex-
pects to clear a minimum of $5 million on its
latest group of 52. Its strategy is not to re-
lease more than 52 films a year, and to li-
cense only for a limited period and limited
runs. This does not exceed three years and
binds some stations and certain films to an
average of three or four showings.
Mr. Krim said this policy is "not only in
our best interest, but that of the stations as
well, for while we're concerned with the
value of properties and stars — all of them
relatively new — the station must realize that
over-exposure will kill its own chances for
larger audiences."
The fact it will release no more films this
year to tv does not mean that "we're slam-
ming the door shut" on talks with national
advertisers. Mr. Krim said. "We don't do
business that way."
Though the Bymart-Tintair deal, first re-
ported in B»T several weeks ago [B«T, April
29], seems "fairly dead," Mr. Krim said,
"we are still being approached by a number
of advertisers and agencies . . . and we are
listening to them."
Mr. Leo added that UA has not yet shut
out possibilities of working out a "deal
aside from syndication if the right one
comes along."
Messrs. Krim and Leo confirmed reports
that they had talked with ABC-TV and
Young & Rubicam concerning the use of
UA film product in connection with Kaiser
Aluminum's projected Sunday 7:30-9 p.m.
film series on ABC-TV next fall. But they
intimated these negotiations, conducted over
a two-month period, have ended, and that
UA would "definitely not" be represented on
the Kaiser programs.
The reason UA thinks it's "a myth" that
Hollywood — and particularly United Artists
— is eating its own golden egg by selling to
tv is two-fold:
First, UA feels its rivals have come down
with a chronic case of sour grapes, in that
UA is the only major Hollywood company
that has so far released post- 1948 products,
having negotiated and continuing to negoti-
ate "successfully" with the various guilds
and unions for tv rights. Additionally, UA
owns no tv rights to pre- 1948 product, hav-
ing been taken over by Mr. Krim and Board
Chairman Robert S. Benjamin and their
management team in 1951. The second rea-
son:
UA feels that by the time a film is ready
for tv re-release, the product will have ex-
hausted itself. "The fact that one or two or
CHAIRMAN BENJAMIN PRESIDENT KRIM
three middle-size theatres might want the
film for theatrical showing," Mr. Leo de-
clared, "does not warrant our holding it
back from tv." UA as a matter of policy will
test-run a film's theatrical response should
the firm or its producers entertain the
" slightest doubt" about its future theatrical
salability," Mr. Leo went on. The fact that
there are some UA films that have played
theatres after having been seen on tv goes to
illustrate UA's conviction that tv and films
can live together.
Earlier in the week, Mr. Krim told UA
stockholders that the company had "never
looked upon tv as an adversary . . . be-
cause we have lived and grown in the tele-
vision age (story below)."
United Artists Gross
Up 14.6% for Quarter
UNITED ARTISTS Corp., which only six
weeks ago became a publicly held corpora-
tion, had nothing but good news for its
stockholders as they met last Tuesday in
New York for the first annual shareholders
meeting.
Predicting "very bright" earnings and sales
prospects for the remainder of the year —
and for 1958, as well — UA Board Chairman
Robert S. Benjamin reported that the firm's
gross world-wide film income for the first
quarter of this year totaled $14.4 million,
representing an increase of 14.6% over the
$12.6 million grossed for the like period in
1956. He indicated that if business continues
at the present fast clip, UA's 1957 gross
should well outpace last year's $64,771,784.
Last year's income from renting motion pic-
ture films to tv came to $2 million; this
year, Mr. Benjamin said, the figure will pass
$5 million.
UA reverted to a publicly held company
on April 24 with the offer of $17 million
in debentures and common stock by a na-
tionwide group of 99 underwriters headed
by F. Eberstadt & Co.
Discussing UA's role in television, presi-
dent Arthur B. Krim said that his firm has
"never looked upon tv as an adversary." He
explained that since UA has "lived and
grown in the television age, tv to us is a
healthy adjunct of our open business and a
source of additional revenue to contribute
to the good health of our business." When he
and Mr. Krim took over UA in 1951, "we
never for a minute believed television would
kill off the movies, and if you ask us today
we'll say, 'history repeats itself,' and we feel
exactly the same way now as we did then —
Page 54 • June 10, 1957
Broadcasting • Telecasting
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NEW YORK, 6 East 39th • MUrray Hill 3-6300
HOLLYWOOD, 6715 Hollywood Blvd., Los Angeles 28, Calif. • Hollywood 4-6111
FILM
only more so." He asked, "how can one be
pessimistic about an industry that keeps on
growing?"
UA already has placed into syndication
91 of its older films. (For further details, see
Krim interview, page 54.) In reply to a stock-
holder query, Mr. Krim said that UA did not
possess tv rights to pre- 1948 films, that
therefore UA would not distribute "oldies"
to the medium. Another stockholder wanted
to know what UA's position was vis-a-vis
the Justice Dept.'s antitrust action against
several major Hollywood studios, including
UA. Mr. Krim referred the question to his
vice president and general counsel, Seymour
M. Peyser, who said UA had filed its answer
with the government, that it had not engaged
in "block-booking" and therefore had not
violated the antitrust laws.
Fremantle Makes Plans to Sell
Tv Films on 'International Basis'
PLANS to sell filmed programming for tele-
vision on "a truly international basis" were
being formulated last week by Fremantle
Overseas Radio & Television Inc.. New
York, international distributor.
Paul Talbot, president, told a news con-
ference in New York there is "a ready mar-
ket" in various nations abroad for program-
ming of different countries. As an example,
he cited that a special short subjects film
from France, dealing with artist Pablo Pi-
casso has had "phenomenal sales" in French
Canada and he voiced the belief this film
and others would appeal to tv viewers in
parts of Latin America and Europe. He
acknowledged there is "little liklihood" that
foreign film programming would find ac-
ceptance in the U. S. generally, but believes
more effort should be made to sell top-
flight films among the different foreign coun-
tries.
Mr. Talbot brought in his key sales rep-
resentatives from abroad for a week-long
sales and strategy conference last week to
implement his international sales concept.
Participating in discussions were Rene An-
selmo. Mexico City, Latin America terri-
tory; Lane Blackwell. London. United King-
dom and the Continent, and Ralph C. Ellis,
Toronto, who covers Canada.
WCBS-TV Acquires 50 Movies
From NTA for Second Runs
ACQUISITION by WCBS-TV New York of
fifty 20th Century-Fox motion pictures from
National Telefilm Assoc., New York, was
announced last week by Hal Hough, program
manager of the station, and Harold Gold-
man, vice president in charge of sales at
NTA. The purchase price unofficially was
estimated at about $350,000.
An unusual feature of the transaction is
that 39 of the films are from the group being
shown each week on the company's NTA
Film Network. Even though WPIX (TV)
New York is the film network's affiliate in
the area, the sale was made possible because
of a stipulation in the contract which pro-
vides that the starting date will be on or
after Oct. 1 and that no film may be shown
on WCBS-TV earlier than a month after its
exposure on WPIX (TV). This proviso also
will apply to other sales on the package,
titled "The Big 50," in cities in which the
NTA Film Network has an affiliate.
Mr. Hough said WCBS-TV purchased the
features for second run because the films
are "excellent and we believe there are
many viewers in the New York area who
have yet to see them."
Agency Liaison Service
Announced by Transfilm Inc.
IN a move attributed to a need on the part
of advertising agencies for a closer alliance
with tv film commercial producers, Trans-
film Inc., last week announced details of a
reorganization in its production division cal-
culated to meet this requirement.
Under the new plan, each agency client
of Transfilm has been assigned the services
of a producer-account executive, who is
empowered to handle production from in-
ception through billing, including pricing
scheduling and other details. Heretofore,
Transfilm had operated on a "project super-
visor" setup, with the supervisors reporting
to a production vice president, who assumed
all responsibilities.
As part of the reorganization, John Fen-
ton, former head of motion picture com-
pletion for Transfilm, joins the commercials
production staff, and other additions to the
unit are contemplated. Transfilm also plans
to expand its facilities, adding a complete
floor to the five it now occupies in its mid-
town location.
In his new capacity, each Transfilm pro-
ducer will select his own production crews
for each job. Transfilm believes the realign-
ment will give agencies "the intimate serv-
ice expected of small production firms with-
out sacrificing the advantages of extensive
facilities and financial stability which only
strongly-backed production firms can offer."
FILM SHORTS
AAP, film distributor, took official and spe-
cial notice of multiple ownership of stations
and network owned and operated stations
last week by setting up new division called
"Station Sales Coordinators" headed by Kirk
Torney, former director of Canadian sales
for AAP, and Len Hammer. Unit will be
main contact for station groups as well as
New York City stations. AAP also reports
sales of Warner Bros, feature package and
337 cartoons to WN AC-TV Boston; Warner
cartoon package and Popeye package to
WROM-TV Rome, Ga.; Warner cartoons
feature package to WHAS-TV Louisville
and Warner Bros, and Popeve cartoons to
WDBJ-TV Roanoke.
Gannaway Productions Inc., L. A., has
opened sales offices at 350 W. 57th St..
N. Y., to handle distribution and sales of
Story of a Star and The Judy Canova Cara-
van, tv film series whose pilots have been
completed and sent to New York for screen-
ing. Albert C. Gannaway Jr., president, will
remain temporarily in New York.
Sterling Television Co., N. Y., moves to
new office at 6 E. 39th St. New telephone:
Murray Hill 3-6300.
WE didn't say it
- HE SAID IT
. . one of the largest mass-buying
groups in the area." (L. A.)
. . Spanish Speaking people are
tremendously loyal to their own
people, especially to the Spanish
Language commentators . . ."
". . . proved that the products ad-
vertised on KWKW literally snowed
under the others."
"... a very powerful selling tool . .
LEE CARRAU
In VHMc CONTACT—
A report to Management
WE SAY...
We'll show you how
your clients' products can
"Snow Under" competition
LET US KNOW -
• TYPE & PRODUCT
• AIM OF CAMPAIGN
and we'll show you
what KWKW can do
CALL
US!
L. A.— RYan 1-6744
S. F. — Broadcast Time Sales
Eastern Rep.— National Time Sales
Broadcasting • Telecasting
June 10, 1957 • Page 59
NETWORKS
KHRUSHCHEV PUTS CBS IN NEWS
• Network gets almost solid applause, despite Ike's coolness
• The rub: free press ideal vs. worry about Red's 'tv appeal'
FROM the corner barbershop to the White
House a principal subject of discussion last
week was the exclusive film interview of
Russia's Nikita S. Khrushchev on CBS-TV's
Face the Nation.
Not in recent memory had one televi-
sion program created so much stir. Five
days after the June 2 broadcast of the
Khrushchev program the discussion was still
going strong. Here were some highlights:
• President Eisenhower, faced with news-
men's questions on the subject at his
Wednesday conference termed it "a unique
performance"; refused to comment on the
propriety of CBS' news policy in this in-
stance, and vetoed as implausible the sug-
gestion that he, or another ranking Ameri-
can, should have equal time on Russian
stations.
• There was approval and disapproval
from Capitol Hill and from Rep. Victor L.
Anfuso (D-N. Y.) in particular. He
planned to query CBS moderator Stuart
Novins on questions involving American
foreign policy and national security.
• Newspapers and magazines across the
country were quick to laud CBS' enterprise
in offering the electronic news scoop.
• The now-famed interview of the Com-
munist Party's First Secretary is slated for
even wider circulation. CBS Television
Film Sales last week released the film to
six stations on a cost basis and plans to let
others — regardless of affiliation — have it as
a public service.
The presentation was carried on CBS-
TV's Face the Nation June 2 and rebroad-
cast the same day on CBS Radio. CBS had
flown a crew the previous week to the
Kremlin for the film and tape interview of
the Communist boss.
Though his preachments were thoroughly
denounced, nevertheless, Russian leader
Nikita S. Khrushchev's appearance per se
on CBS won almost unanimous approval
and earned compliments for the network's
enterprise. Lone dissenting voices were
heard, however, some with vehemence
from Capitol Hill.
Massachusetts Joseph W. Martin, the
Republicans' minority leader, said that "it
is poor to give the Communists such a
great American forum. They wouldn't do
it for us."
Rep. Francis E. Walter (D-Pa.) and
Frances P. Bolton (R-Ohio) also ques-
tioned the broadcasts. "Some notice should
be paid to what is going on over our air-
waves," the congresswoman declared.
However, Sen. Mike Mansfield CD-
Mont.) saw no harm in the telecast, say-
ing, "We have nothing to be afraid of. We
would hope that Americans of similar
stature would have the right to make a
broadcast to the Russian people and that
the Russians would be given the same
chance to listen."
Probably the most vociferous was Rep.
Anfuso who planned to raise several ques-
tions with Stuart Novins, moderator of the
Khrushchev interview. Rep Anfuso was to
be a participant last Saturday on Congres-
sional Closenp, also moderated by Mr. No-
vins on WCBS-AM-TV New York.
Rep. Anfuso last week assured Mr. No-
vins that this was "not intended as a criti-
cism of you or CBS" but that he raised
the questions because American foreign
policy and national security were involved.
Elsewhere, and particularly in the press,
the Khrushchev appearance — which drew an
audience of about 10 million, according to
CBS — elicited much praise.
A full page ad, signed by 189 radio and
television outlets and carried in several of
the nation's top newspapers, lauded CBS
Television and CBS Radio for carrying
forward "the finest traditions of a free
press" and for demonstrating their faith
"in the good judgment of the American
people and in the strength of American in-
stitutions."
Editorial pages across the nation last
week expressed these views:
The New York Times: . . . The Khrush-
chev interview was in our best tradition, and
CBS is to be congratulated for its enterprise.
Wall Street Journal: . . . Opinion of some
people [is] that the Khrushchev interview
hower showed good judgment in refusing 10
ask the Soviet Union for equal time on its
broadcasting facilities. . . . The Khrushchev
interview last Sunday was privately arranged
by CBS. The U. S. government had nothing
to do with it, and of course made no con-
cessions in permitting the telecasting of a
foreign official's views in this country. . . .
There is no ground for using the incident
as a lever to obtain the broadcasting of an
American official interview in Russia.
Washington CD. C.) Daily News: The boss
man of the Kremlin wasn't in top form
yesterday during his appearance on an
American television show — even though he
was twisting facts to make Soviet Russia
look like the aggrieved party and the in-
nocent victim of a warlike America. Few
intelligent people will have been deceived if
they listen long to what was a pretty dull
rehash of the daily Soviet propaganda line.
The Los Angeles Times: Those who swal-
low bunk whole no doubt enjoyed the per-
formance, but those who remember how the
streets of Budapest ran red a few short
months ago had a few qualms.
Jack Gould, The New York Times: That
suggestion by President Eisenhower that
CBS had been motivated by commercial con-
siderations in televising an interview with
Nikita S. Khrushchev . . . can only be re-
greted. The television network displayed
sound reportorial judgment in obtaining the
exclusive interview and in no way violated
the canons of responsible journalistic be-
havior. The broadcasting chain ill deserves
White House reproval. In the television in-
Khrush
is interviewed in the Kremlin for the CBS
FACING A NATION: Nikita
tv-radio presentation June 1 by (1 to r) Stuart Novins, moderator of Face the Nation;
B. J. Cutler, Moscow correspondent for the New York Herald Tribune, and Daniel
Schorr, Moscow correspondent for CBS News. Network's Ted Ayers was director.
shouldn't have been presented here at all.
Aside from the implicit censorship, any
American who doesn't see through the art-
ful dodges of Khrushchev's replies isn't old
enough to watch television.
New York Journal-American: It was a
feat of enterprise by CBS in obtaining the
interview and we offer congratulations.
Time Magazine: . . . The season's most
extraordinary hour of broadcasting.
The Louisville Courier-Journal: . . . CBS
and the producers of Face the Nation can
take a bow for a fascinating new landmark
in the history of television.
The Dallas Times-Herald: . . . The pro-
gram carrying the Red boss' debut on U. S.
television was most interesting and CBS is
to be highly congratulated for arranging it.
Washington CD. C.) Post: President Eisen-
dustry, so strongly given to anxiety and ap-
prehension, the implied censure could have
deleterious repercussions.
Walter Lippmann, New York Herald-
Tribune News Service: What was lost [in
translating] was the way Khrushchev was I
saying it, why he was so often smiling about j
something he was saying and how he really i
put it when he made his assertions. I have,
of course, no idea how television can solve!
the problem of translation. . . . Yet the i!
problem of translation is all-important ii
television interviews. For the real point is I
not to communicate what is said but to re- t
veal the personality of the speaker by show- L
ing what he is like when he talks.
John Crosby, New York Herald Tribunt
News Service: If anything, there was a littkj
too much amiability. Considerably mor; |
Page 60 • June 10, 1957
Broadcasting • Telecastin
^rocj(/c«o/ >esp^claily -for TV f
THE ADVENTURES OF
POW
wow
6i6 r«#
NEW YORK
71 1 Fifth Ave.
DETROIT
709 Fox Bldg.
GE
TELEVISION SUBSIDIARY OF COLUMBIA PICTURES
711 FIFTH AVENUE, NEW YORK, N.Y.
CHICAGO HOLLYWOOD NEW ORLEANS TORONTO
230 N. Michigan Ave. 1334 N. Beechwood Dr. 1032 Royal St. 102-108 Peter St.
IT'S UNEARTHLY!
•j 1-
M0N5T0R Sales Keep Going
Up And Up, At A Rate That
Is Right Out Of This World!
Net-dollar volume for monitor's first
quarter 1957 was 239^ ahead of the
first quarter last year, monitor's net-
dollar volume as of May 15, 1957,
already exceeds that of the entire
year 1956. And third and fourth
quarter orders are rocketing in.
16 brand-new advertisers, and 13
back for a second helping, provide the
power for monitor's atomic surge.
Here are some reasons why monitor
appeals so strongly to advertisers:
• 15 announcements on monitor de-
liver over 6'i million listener home
impressions — not counting the au-
dience reached through car radios
and picnic-basket portables.
• monitor gives all advertisers max-
imum flexibility in choosing thetime,
frequency, and audience-groups that
their marketing strategies demand.
• monitor offers advertisers custom-
tailored merchandising plans.
• monitor's programming is fast-
moving, varied. Listeners really
listen— because there's alwa3Ts some-
thing interesting to listen to.
Now's the season when America
becomes a nation on wheels. With
39 million cars equipped with radios,
monitor will be traveling faster than
ever, every weekend from now on.
Want to come along for the ride?
NBC RADIO
NETWORKS
than is generated almost any Sunday after-
noon on Meet the Press.
. . . The question arises as to what good
a broadcast of this nature does. Well, I think
it contributes a lot to our understanding of
the Soviet regime to get a solid glimpse at
one of its top leaders.
Constantine Brown, Washington (D. C.)
Evening Star: The secretary-general of the
Communist Party . . . made a good impres-
sion. Khrushchev was almost plausible. All
good liars are.
David Lawrence. North American News-
paper Alliance: Khrushchev has suffered a
defeat of his own making. By his television
address, he has retarded rather than for-
warded the cause of world peace . . . the
Sunday speech by the communist leader has
restored suspicion and distrust, if indeed
they had not been entirely dissolved.
Jane Kern, Chicago- American: Face the
Nation [illustrated] one of the best and
strongest facets of network broadcasting.
What entity except a major network could
have arranged and filmed such an interview
with such skill, right down to the split-
second translations?
Roscoe Drunimond, N. Y. Herald Trib-
une News Service: Given the opportunity
to talk face-to-face to several million on the
CBS screen, Khrushchev discerned the role
he thought most useful and played it like a
Barrymore. The role: The genial persuader
of men, the good-hearted, good-natured,
good Uncle Nikita.
Dave Reque, Washington (D. C.) Daily
News: Let's have a round of handclapping
for the Face the Nation crew. . . . When
they got the chance they didn't bungle. Tech-
nically it was a top production though this
was the whipped cream and cherry on top
of the standout accomplishment that getting
any sort of an interview with the top com-
munist would have been.
More opinion on the broadcast was sched-
uled yesterday when a special hour-long
Comment on Khrushchev was to be carried,
according to Sig Mickelson, CBS vice-presi-
dent for news and public affairs.
Panelists were to be shown clips from the
Khrushchev interview and then discuss them.
Panelists were to be George Meany, presi-
dent of AFL-CIO; Dr. Philip E. Mosely,
director of studies for The Council on For-
eign Relations, and Harrison Salisbury, staff
member and former Moscow correspondent
of the New York Times. Dr. Lyman Bryson
was to be moderator. The program was
scheduled 3-4 p.m. EDT on CBS-TV and
10:05-11 p.m. on CBS Radio.
Prior to the June 2 telecast, the Cathoiic
War Veterans of the USA had wired CBS
President Frank Stanton urging cancellation
of the interview, charging that Khrushchev
was not a free agent and that the broadcast
would serve only as communist propaganda.
: In his answer, Dr. Stanton agreed the
Russian chieftain would use the occasion for
propagandists purposes, but disagreed that
it was improper for tv and radio to schedule
such a program.
Dr. Stanton expressed his confidence in
American citizens' ability to evaluate the
communist propaganda for what it really is.
"This is the strength of a free press of which
CBS Radio and Television are a part, and
the strength of the American system," he
said.
And last week it seemed certain the film
would receive even greater distribution to
tv as CBS-TV Film Sales moved to circulate
it.
By Tuesday — only two days after its net-
work showing — the film sales unit had an-
nounced "sales" [actually on a cost basis]
of the film to WPIX (TV) New York, WGN-
TV Chicago, KSD-TV St. Louis, WDAF-TV
Kansas City and WTOP-TV Washington.
The program was offered to all stations re-
gardless of network affiliation and as a
public service.
CBS Radio Signs $1.5 Million
CBS Radio signed new business and renewal
contracts amounting to more than $1.5 mil-
lion in billings during the past week, accord-
ing to John Karol, vice president in charge
of network sales, CBS Radio.
New business included a contract with
Sleep-Eze Co., Long Beach, Calif., through
Milton Carlson Co., Los Angeles, for a IVi-
minute weekly segment of House Party, ef-
fective July 13, and with Hearst Publica-
tions, New York, through Grey Adv., New
York, for ten IV2 -minute units of CBS
Radio daytime programs between June 19
and June 24. Chevrolet Motors Div. of Gen-
eral Motors, Detroit, through Campbell-
Ewald, Detroit, has renewed 12 five-minute
newscasts weekly and has added two to its
schedule, starting June 29.
Don Lee Group Elects Loggan
FRANK LOGGAN, KBND Bend, Ore., was
elected chairman of the Don Lee Network's
Affiliates Advisory Committee for 1957-58
at the group's organizational meeting in
Hollywood. Benton Paschall, KAFY Bakers-
field and KFXM San Bernardino, both
Calif., was elected vice chairman. Mrs.
Vernice Irwin, KVI Seattle, was elected
secretary.
Other members: John Cohan, KSBW
Salinas and KVEC San Luis Obispo, Calif.;
Don McCormick, KYOS Merced, Calif.;
Harry Spence, KXRO Aberdeen, Wash., and
John Hogg, KOY Phoenix.
NBC Radio Signs Net Sales
Of $500,000 During Week
NEW and renewal business amounting to
$500,000 in net billings was signed by NBC
Radio during the past week, it was an-
nounced last Thursday by William K.
McDaniel, vice president, NBC Radio sales.
Included in the new business was a 13-
week order from Pepsi-Cola Co.. marking
the advertiser's first use of network radio,
he said. Through Kenyon & Eckhardt. Pepsi-
Cola bought 10 one-minute and 10 30-
second participations a weekend in both the
"Bob and Ray" and "Fibber McGee and
Molly" segments on NBC Radio's Monitor
weekend service, starting Friday [June 15].
Other new advertisers are Harrison Prod-
ucts Inc. (pharmaceuticals), San Francisco,
through Sidney Garfield & Assoc.. San Fran-
cisco, for a 10-week participation campaign
on News of the World (Mon.-Fri.. 7:30-
7:45 p.m. EDT) and Nightline (Tues.-Wed.-
Thurs., 8:30-10 p.m. EDT), RCA. Cam-
den, N. J., through Kenyon & Eckhardt,
New York, for an eight week participating
campaign on Monitor; Chrysler Corp..
Dodge Div., Detroit, through Grant Adv.,
Chicago, for half-sponsorship of the Monitor
sports segment for 10 weeks. R. J. Reynolds
Tobacco Co. (Camel cigarettes), Winston-
Salem. N. C, through Wm. Esty Co., New-
York, has renewed its participation schedule
in News of the World for another 26 weeks.
Net Billings $3.3 Million
On 'Monitor' for 2nd Year
ADVERTISERS invested a total of $3.3
million (net billings) on Monitor, NBC
Radio's weekend service, during the series'
second year, Matthew J. Culligan, vice presi-
dent in charge of NBC Radio, is announcing
today (Monday) as Monitor approaches its
second birthday.
Mr. Culligan reported that Monitor has
had more than 80 advertisers since its in-
ception on June 12, 1955, and that 21 new
clients have joined the roster since last
Jan. 1. During the two-year period, Mr.
Culligan said, a total of 10,845 participa-
tions were sold.
"The success of Monitor is positive proof
of the fact that a major portion of radio
listening is out-of-the-living-room and out-
of-home," Mr. Culligan said. "Conventional
surveys fail to adequately measure this large
portion of the radio audience, since America
is primarily a nation on the move."
Sponsors of Monitor, Mr. Culligan pointed
out, have ranged from the Republican Na-
tional Committee to Hazel Bishop Inc., and
from Mack Trucks to Gruen Watch Co.
Types of business that have advertised on the
weekend service have included motor cars,
communications, jewelry, cigarettes, publish-
ing, cosmetics, gasoline and pharmaceuticals,
he added.
New advertisers who have bought Monitor
schedules since Jan. 1 include the Pepsi-
Cola Co. (for its first use of network radio,
according to Mr. Culligan), Bon Ami Co.,
Chrysler Corp., Insurance Cos. of America,
P. Lorillard Co., Schick Inc., Pabst Brewing
Co., and Liggett & Myers.
Page 64 • June 10, 1957
Broadcasting • Telecasting
There is a difference . . . it's WSM radit
50,000 WATTS, CLEAR CHANNEL, NASHVILLE • BLAIR REPRESENTEC
Broadcasting • Telecasting
June 10, 1957 • Page 65
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Listener and Advertiser Confidence!
• American Cancer Society
• United States Government
• Greater Cincinnati Safety Council
• National Safety Council
• Ohio State Bar Association (individual)
• McCall's "Golden Mike" (individual)
• McCall's Magazine (station)
• Ohio State Bar Association (station)
• Boy Scouts of America
• Industrial Commission of Ohio
• American National Red Cross
• Air Force Association (individual)
• U. S. Treasury Department
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TRADE ASSNS.
Solid Tv Broadcaster Support
Seen for Tv Music License Unit
MAIL balloting among tv stations for elec-
tion of a permanent all-industry tv music
license committee was running high last
week, leaving officials convinced that:
1. Television broadcasters are solidly be-
hind the efforts of the committee, whose job
is to negotiate new ASCAP tv music licenses
to replace the current contracts, which ex-
pire Dec. 31; and
2. The 15-man interim committee named
to set the project in motion — and also nom-
inated to serve as the permanent committee
— is overwhelming choice of stations to serve
permanently.
Irving Rosenhaus of WATV (TV) New-
ark, chairman of the committee, said he was
"more than enthusiastic" about the rate of
returns — an especially significant factor be-
cause, in order to vote, stations had to agree
to pay their highest one-time announcement
rates as dues to underwrite the committee's
legal, research and other costs. The support
that stations were showing, Mr. Rosenhaus
said, was "wonderful."
UnofRciallv it was estimated that votes — ■
and financial support, necessarily — had been
received from close to 1 50 tv stations within
a few days after the deadline for mailing
ballots. And additional returns were coming
in steadily, while many other stations had
called to say their pledges were en route.
The interim committee — now the perma-
nent committee — was designated at an all-
industry tv meeting in Chicago during the
NARTB convention [B«T. April 15]. It al-
ready has retained former Judge Simon H.
Rifkind, New York attorney who was coun-
sel to the tv group in the years-long negotia-
tions which were successfully concluded
three years ago, to serve as counsel again
[B»T, May 27],
In addition to Chairman Rosenhaus, the
officers include Dwight Martin of WAFB-
TV Baton Rouge as vice chairman and Eli-
sha Goldfarb of RKO Teleradio as secre-
tary-treasurer. Other members:
Clair McCollough, WGAL-TV Lancaster,
Pa.; Roger W. Clipp, WFIL-TV Philadel-
phia; Charles Britt, WLOS-TV Asheville,
N. C; Sam Cook Digges, WCBS-TV New
York; Omar Elder, ABC; F. E. Fitzsimonds,
North Dakota Broadcasting Co. stations;
Nathan Lord, WAVE-TV Louisville; John
E. McCoy, Storer Broadcasting Co.; John T.
Murphy, Crosley Bcstg. Co.; Hamilton Shea,
WSVA-TV Harrisonburg, Va.; Lloyd E.
Yoder, WRCV-TV Philadelphia, and Ed-
ward G. Thorns, WKJG-TV Fort Wayne.
Tv's Revenue Increase Trend
To Slow Down, Says Doherty
TELEVISION'S revenue trend will increase
at a lower rate than in past years, judging by
1 957 income, members of the Virginia Assn.
of Broadcasters were told Thursday by
Richard P. Doherty, management consultant.
The VAB meeting was held in the John
Marshall Hotel, Richmond.
Mr. Doherty said tv revenues rose around
30% a year from 1951 to 1956, but appear
to be tapering down to an average 10% in-
crease this year. He said he was not pessimis-
tic about tv's future but felt the boom of the
last four to five years "has brought tv broad-
casting to a point where future growth will
logically be at a reduced percentage rate
from year to year.
The reduced rate of annual expansion is
caused, he said, by the fact that the total
number of new tv stations has slowed down
to a very small figure. He added, "The ex-
tent to which the total number of operating
tv units expands determines, in part, the
total expansion in industry revenues."
Individual stations will naturally experi-
ence rather divergent profit results within
the overall industry pattern, according to
Mr. Doherty. He continued, "A considerable
number of tv stations will experience less
than a 10% expansion in revenues for the
full year of 1957 as compared with 1956.
Many of these stations have already entered
a rate plateau where comparatively small
percentage card rate increases will be forth-
coming during the next two to three years.
Stations in this category are closed to their
full normal expectancy. Their future reve-
nue expansion will depend largely on two
factors — overall tv advertising expenditures,
and expansion in population and retail trade
within their respective market areas.
Howard H. Bell, NARTB assistant to the
president, said every broadcaster must sup-
port the drive to obtain equal access in cover-
ing news events with microphone and
camera. As NARTB coordinator of state
association activities, Mr. Bell said all but
14 associations have formed freedom of in-
formation committees.
"Broadcasters are now ready to demon-
strate how radio and tv coverage of trials,
legislative sessions and other public proceed-
ings can be carried out without obtrusion or
disturbance," he said. In reivewing progress
he said 22 states now allow some degree of
electronic journalism in coverage of their
legislatures. NARTB, he said, is developing
a code for broadcast coverage setting forth
general rules for use in reporting public
proceedings. A freedom of information kit
will be distributed by NARTB to broadcast-
ers about Sept. 1.
Personal Managers Organize;
Loeb Named First President
ORGANIZATION of a new association.
Conference of Personal Managers, was an-
nounced by William Loeb, partner in the
firm of Gabbe, Lutz, Heller & Loeb (repre-
senting Liberace. Lawrence Welk and
Frankie Laine, among others), president-
elect of the new group. CPM membership
comprises some 20 personal managers han-
dling talent with annual billings of over $100
million a year, it was reported.
The purpose of the organization, Mr.
Loeb said, is "to provide a better under-
standing of the functions of the personal
manager, to establish a code of ethics and
to clarify and improve relationships between
personal managers and clients and other
elements of the entertainment business." The
new group already has drafted a uniform
contract between personal managers and
performers which will be used by all CPM
members, it was reported. "All other forms
of entertainment contracts have been
standardized and we feel that by creating
this contract we have already taken an im-
portant step forward," he said. A similar
group now is being formed in New York,
he added.
Other officers elected, in addition to Presi-
dent Loeb, are: Sam Lutz and Thomas
Shiels, vice presidents; Bill Burton, secretary,
and Stan Zuker, treasurer. Mr. Lutz is a
member of the same firm as Mr. Loeb; the
other officers are all independent managers.
Goss Heads La.-Miss. AP Assn.
GENE GOSS, news director of KWKH
Shreveport, La., was elected chairman of the
Louisiana-Mississippi AP Broadcasters Assn.
at the group's two-day spring meeting in
Monroe, La. He succeeds Bill Monroe, news
director of WDSU-TV New Orleans. Mac
Ward, news director of KNOE-AM-TV
Monroe, will be vice chairman for the com-
ing year and will direct the association's
continuing study committee.
NEWLY ORGANIZED UP Broadcasters of Pennsylvania met in Mechanicsburg and
elected officers. Shown with guest speaker David Gonzales, UP Washington diplo-
matic correspondent (extreme left) are (1 to r): Charles Shaw, WCAU Philadelphia,
vice president; Joseph Harper, WHP Harrisburg, vice president; Herbert Morrison,
WJAS Pittsburgh, president, and George Allen, WBVP Beaver Falls, vice president.
Page 68 • June 10, 1957
Broadcasting • Telecasting
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Telecasting
June 10, 1957 • Page 69
DOMINATING
SACRAMENTO
KCRA-TV Has
57.5% More
Audience Than
Sacramento's
Second Station
I Sign -on to Sign -off |
|| Sunday- Saturday |§
Avg.ARB* J
/O Share of 1
48.5
Audience |
Throughout the day and night
KCRA-TV completely dominates
the big Sacramento Television
Market:
Average
Share of
Audience
48.5%
30.8%
16.3%
7-4%
mm ■ •
Mon.-Frl. Sun. Sat.
Sign-on to 6 p.m. to
6 p.m. Sign-off
KCRA-TV 57.5%
"B" 25.5%
"C
"D"
21.1%
7.3%
43.8%
34.0%
21.8%
7.4%
Throughout the week, KCRA-TV
has virtually twice as many
quarter-hour "firsts" as the
other three stations combined:
1
Local
Network
Total
KCRA-TV
177
144
321
"B"
16
109
125
"C"
0
34
34
"D"
0
3
3
Ask Petry
about the Highest Rated
NBC Station in the West.
*ARB, Sacramento, April 1957
KCRA-tv
SACRAMENTO, CALIFORNIA
Serving 28 Northern
California and Nevada
Counties
GOVERNMENT
FCC GETS 100 CRAVEN COMMENTS
© Industry attitude ranges from approval to dismay
® FCC move would abandon 5-year-old allocations plan
THE industry attitude toward the FCC pro-
posal to abandon its five-year-old television
allocation plan in favor of processing appli-
cations on an individual case-by-case basis
ranges from outright approval to acceptance
in principle with various reservations and on
to dismay.
Last week about a hundred divergent
comments came from networks, stations, and
interested groups in reply to the FCC's pro-
posal to discard partially its rigid table of
channel assignments [B*T, April 29]. The
Commission has stated that such a new case-
by-case basis for future determinations
would not involve educational reservations;
any tv allocation, vhf or uhf, within 250
miles of the Canadian border; or any vhf
allocations within 250 miles of the Mexican
border. It also specified certain mileage
separations.
CBS thought the idea is "a substantial step
in the right direction" and wants the pro-
posals carried out "as soon as possible."
But the network insisted that the mileage
separations be observed "scrupulously." It
also said the FCC should allow itself more
latitude to solve vhf and uhf unfair com-
petition problems, and provide protection
where indicated. By and large, CBS said,
the plan will make "for more efficient use
of channels."
But NBC said that deletion "could pose
threats" to the maintenance of minimum
mileage separation. Besides, NBC regarded
the proposals as "inadequate" as far as safe-
guards for existing uhf stations are con-
cerned. Then the network aimed a barb at
the Commission, noting, "Since the affirma-
tive case for the proposed action turns large-
ly on the assumptions of administrative con-
venience, the merits should receive further
study."
ABC supported the proposals in principle,
but thought abandonment might be pre-
mature as well as "introduce more formid-
able procedural problems than it would
eliminate." ABC also showed concern over
what it described as inadequate protection
for uhf. It said that deletion, as presently
drafted, could permit, for example, the ar-
rival of a second vhf outlet in a part-uhf
community where it might easily kill off the
uhf station. ABC also said that mileage sep-
aration restrictions would be more likely to
break down under the new rules.
Westinghouse Broadcasting Co. also urged
delay, and called for more study. It wanted
to hear the results of the industry's Television
Allocation Study Organization whose re-
search will not be available for another year
to 18 months. The group also said it is
worried about uhf survival.
The stations themselves were pretty much
split on the plans. At last count, their peti-
tions were running about 31 for to about
25 against. Some thought the proposals
would result in more efficient channel al-
location proceedings and less uncertainty
about the outcome of FCC petitions. Others
Page 70 • June 10, 1957
cited complaints similar to those of the net-
works.
The Meredith Publishing Co. stations sup-
ported the FCC generally, but said the
Commission should then "proceed to con-
sider and adopt interference and service
standards which will provide a sounder
method of protection."
The Steinman stations comment said this
group preferred TASO as the "sound start-
ing point" and wants the benefit of TASO's
findings. The Cascade Broadcasting Co.
group was primarily anxious about uhf
though it considered the plans as "a progres-
sive step."
The Committee for Competitive Tv was
another group alert to the problem of pro-
tecting uhf stations, and demanded that
these get preferential treatment in any sub-
sequent hearings that might arise out of
deletion.
Tv educational groups were flatly against
the idea of junking the allocation table and
indicated they had everything to lose and
nothing to gain. This response was based
essentially on the theory that uhf may de-
cline further after such rulemaking which in
turn might cost tv teachers the use of this
medium.
Maximum Service Telecasters Inc. said
the rulemaking is premature because the
TASO report has yet to be released. It added
that the proposals would undermine the pre-
carious health of uhf as well as making it
more difficult to enforce mileage separations.
Neither RETMA nor NARTB took sides
in the dispute.
FCC Asked by What Authority
It Could Authorize Pay Tv
REP. OREN HARRIS (D-Ark.), chairman
of the House Commerce Committee, last
Thursday asked the FCC to justify its state-
ment that it has the power to authorize pay
tv on broadcast frequencies.
The House committee chairman, whose
unit oversees the FCC and radio-tv legisla-
tion, asked whether the Commission's state-
ment last month meant it felt that it had in
principle the general power to approve pay
tv but lacked the specific powers to regulate
this type of service.
In April, Rep. Harris submitted to the
FCC a series of comprehensive questions re-
garding the Commission's authority to ap-
prove toll tv. The FCC answered last month,
citing its Notice of Proposed Rule-Making
as making it impossible to reply to Mr.
Harris until further information was re-
ceived. The notice proposed to approve field
tests of pay tv, but required information
regarding these tests with the deadline for
comments July 8 [B*T, May 27]. In that
notice, the Commission declared that it had
the power to authorize toll tv on broadcast
frequencies, but left for future considera-
tion the question of whether a Congres-
sional act may or may not be required to
regulate subscription tv.
Broadcasting • Telecasting
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Police and Fire Department radio,
regular daily telephone contacts.
represented wherever you live by Headley-Reed
Broadcasting
Telecasting
June 10, 1957 • Page 71
ST. LOUIS BLUES
They've singing out the happy news in St. Louis —
KTVI, now VHF, has become ABC-TV's exclusive outlet
There's music with an upbeat for St. Louis viewers, who,
come September, will see all the ABC-TV shows,
in proper program sequence, on one VHF channel.
It's music with a beckoning beat for advertisers, who
can now cover this multimillion-dollar market
with strictly competitive KTVI . . . ABC-TV in St. Louis.
Now St. Louis joins San Antonio, Omaha and Norfolk —
all top-market, primary stations in the ABC-TV line-up.
Boston, New Orleans, Pittsburgh and others
are due this coming season.
Among the exciting people ABC-TV is presenting
this fall are Frank Sinatra, Guy Mitchell and Pat Boone.
They aren't likely to cause the blues to be sung in St. Louis
— or anywhere else. ^^tk
television network
L
GOVERNMENT
FCC ATTACKS CONTINUE IN HOUSE;
McCONNAUGHEY ANSWERS DINGELL
TWO more attacks against FCC grants of
television construction permits were leveled
last week on the floor of the House of
Representatives, following closely on the
heels of Rep. John D. Dingell's (D-Mich.)
blast a fortnight ago [B«T, June 3].
Also last week, Rep. Dingell received
answers to some of the 22 questions he sub-
mitted to the FCC last March and two weeks
ago demanded an "immediate" answer. In
submitting a reply, FCC Chairman George
C. McConnaughey said the Commission
could not answer many of the questions
without undue research hardships.
Mr. McConnaughey said that to answer
all the queries would entail the study of
more than 6,332 files and 10,000 docket
cases. It would be necessary to go through
the entire history of every station, from its
original grant to the present date, and most
of this material is in storage, he stated.
"Under these circumstances, we [FCC]
hesitate to do all this work unless specifically
instructed to do so by the committee [House
Interstate & Foreign Commerce Committee,
of which Rep. Dingell is a member]," the
chairman stated. He said that there presently
are 3,185 ams, 641 tvs and 549 fms author-
ized. Since 1934, there have been over 6,332
sale applications filed, with approximately
12,000 docket cases since 1927, he stated.
The chairman asked Rep. Dingell and the
committee's chairman, Rep. Oren Harris
(D-Ark), to accept this information in lieu
of answers to a majority of the questions.
On the questions (which were printed in the
June 3 B*T) that were answered, the Com-
mission stated:
The FCC may not and does not grant
a permit without prior hearings unless it
[FCC] considers it proper to do so under
the facts of the case.
No record is kept of activities of former
commissioners after they leave the FCC.
However, from personal recollections of
current staff members, a rundown of the
activities of several former commissioners
was given.
From 62 to 149 station authorizations
have been deleted during each of the last
five years.
Network files at the FCC are not open
to public inspection.
At the present time there is one share-
time tv operation [Rochester, N. Y.]. There
have been several in the past but stations
have either merged or one has bought the
other out. The Commission feels it has the
authority to make grants without rule-
making or legislation.
It is unwise, the FCC felt, to try to reach
conclusions regarding networks until the
Network Study Staff completes its work.
| ^p. Dingell said that he had not had
time to study and evaluate the answers and
did not know if they were sufficient to meet
the congressional committee's needs.
The new attacks were made on the Com-
mission's tv grants in Wisconsin in general
— and ch. 3 Madison in particular — and ch.
13 in Indianapolis to Crosley Broadcasting
Co., reaffirmed by the FCC last week. Rep.
Henry S. Reuss (D-Wis.) hit the "strange
maneuverings of the FCC in recent
months," in praise of Rep. Dingell's stand.
He said "it is high time that the American
people were made aware that political fa-
voritism, rather than the public good, it de-
termining public policy."
He reprinted in the Congressional Record
an editorial, titled "Straight Talk by Rep.
Dingell on Politics in FCC," which was
printed in the May 29 issue of the Madison
Capital Times. "He [Rep. Dingell] is the
first member of Congress who has had the
courage to tackle the problem head-on.
Most of them [congressmen] have ducked
around, pussyfooting on the issue because
of their fear of antagonizing the tv stations
who are able to hand over free time to
congressmen to build their political stock,"
the editorial stated.
"The political decisions of the Commis-
sion can be no better illustrated than in
Wisconsin where the people of the state
. . . stand virtually no chance of tuning in
a station owned by interests that did not
support Eisenhower and McCarthy [the
late Sen. Joseph A., (R-Wis.)] in 1952."
The editorial charged that politics kept
the Capital Times from getting a grant for
ch. 3 in Madison. "Rep. Dingell might be
interested in knowing that there are on rec-
ord in the FCC two letters from the late
Sen. McCarthy, whose political advance-
ment we fought from 1946 onward, urging
that no tv license be granted to any firm in
which the Capital Times is interested."
The editorial also charged that when
CBS, "which dominates the FCC," wanted
a Milwaukee tv station, the FCC changed
its ownership rules to allow the network to
purchase WXIX (TV) in Milwaukee.
Rep. Reuss said that he "sincerely" hoped
the House Subcommittee on Legislative
Oversight (headed by Rep. Morgan Mould-
er [D-Mo.]) would make an investigation
AUGUST SHUTDOWN
THE FCC will schedule no hearings
or oral arguments during August, the
agency announced last week. In keep-
ing with this practice of the past two
years, the one exception will be the
regular meeting Aug. 1. A commis-
sioner will be present at all times to
act on motions, handle emergency
matters and expedite routine business.
The continued hearing on frequency
allocations in the bands above 890
mc, will make it necessary to hold
the regular Commission meetings on
Thursdays in July, except for the first
week, when because of the July 4
holiday the meeting will be held on
July 3.
of the FCC its first order of business. Rep.
Dingell also called for an investigation of
the Commission by the same committee and
last week said that he would have a "pile
of records" to turn over to Rep. Moulder.
The subcommittee was in session late
Thursday afternoon to select a staff to
launch its planned investigation into several
government agencies, including the FCC.
Announcement of the staff members is con-
sidered imminent but Rep. Moulder has
said it will be September before hearings
on the FCC can be held.
Rep. William Bray (R-Ind.) assailed the
Commission for its March grant of ch. 13
in Indianapolis to Crosley by a 4-3 vote.
In making the graat to Crosley, an Ohio
company and subsidiary of Avco Manu-
facturing Corp. of New York, he said the
FCC passed over three locally qualified ap-
plicants. "Thus, the avowed intent of the
Commission to grant the applications of
local interests where qualified was ignorH
in this case," he charged.
Crosley, Rep. Bray stated, already owns
four tv stations (three of them in Ohio).
This decision "required the Commission to
reverse or ignore the major policy factors
which have been applied in other compara-
tive decisions. It is the first time that the
Commission, having available to it a num-
ber of qualified applicants, has voluntarily
chosen to grant a television frequency to an
applicant who already dominates and con-
trols the television service available to sev-
eral million people lying within a concen-
trated and well-defined geographical and
political area," he charged.
"The grant is contrary to the basic philos-
ophy of the Communications Act insofar as
the prevention of monopoly broadcast facili-
ties is concerned. It is noteworthy that
George C. McConnaughey, chairman of the
FCC, is from the State of Ohio."
Rep. Frank T. Bow (R-Ohio) took issue
to Mr. Bray's reference to Mr. McCon-
naughey's home state. "I should like to say
to the gentleman [Rep. Bray] that Mr. Mc-
Connaughey has served the State of Ohio
in many capacities for many years. He is
well known and respected throughout the
state and I am sure that his residence in
the State of Ohio would not influence him
or cause him to do anything improper in
any decision he might make. ... I would
not want the record left showing a possible
inconsistency on the part of the chairman
because of his residence in the State of
Ohio ..." Rep. Bow stated.
"The facts in this case speak for them-
selves," Rep. Bray said. "He is from the
State of Ohio. There is no attack made on
the chairman. I am merely stating the
facts . . ."
To which, Rep. Bow replied he "wc lid
not want the inference that" Mr. McCon-
naughey's being from Ohio influenced 1 '
decision in the matter. "If the facts do
ate an inference that is unfriendly to
Connaughey, I am not making the i r-
ence," Rep. Bray answered. "It is the facts
that make the unfriendly inference."
Three other Indiana congressmen, all Re-
Page 74 • June 10, 1957
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June 10, 1957 • Page 75
publicans, backed the statements made by
Rep. Bray regarding the Commission's ch.
13 grant in Indianapolis. They were Reps.
Cecil M. Harden, Ralph Harvey and Charles
B. Brownson. Before the grant was made,
the members of the Indiana congressional
delegation had advised Mr. McConnaughey
they thought the channel should go to a
local applicant.
The ch. 1 3 grant to Crosley also was news
at the Commission again last week. The
FCC instructed its staff to prepare a docu-
ment reaffirming the grant to Crosley and
denying petitions for rehearing, reconsidera-
tion and a stay filed by the three losing ap-
plicants, Indianapolis Broadcasting Inc.,
WIBC Inc. and Mid-West Tv Corp.
FCC Sets Sept. 6 Deadline
For Spectrum Use Comments
THE FCC last week extended from July 1
to Sept. 6 the time for interested parties to
furnish data for the study of allocation of
the frequencies between 25 and 890 mc.
Fm is in the spectrum between 88 and 108
mc, with vhf tv occupying bands between 54
and 216 mc and uhf tv the bands between
470 and 890 mc.
The Commission has asked for comments
on how best use of these bands can be at-
tained. Both present users and those interested
in using this portion of the spectrum in the
future have been requested to reply [B*T,
April 8].
D wight David Doty, 51, Dies;
Partner in Washington Law Firm
FUNERAL services were to be held last
Saturday in Washington for attorney Dwight
David Doty, 51, who died Wednesday morn-
ing in his home following a heart attack.
Mr. Doty was a
partner in the
Washington law
firm of Haley,
Doty, Wollenberg
& Kenehan.
Mr. Doty was
admitted to the
D. C. bar in 1932
although he did not
receive his law de-
gree from George-
town U. Law
School (Washing-
ton) until 1934. He
served as law clerk to Judge Oscar E. Bland
of the U. S. Court of Customs & Patent Ap-
peals and with the Dept. of Justice. In 1947
he joined the FCC, serving as chief of the
broadcast facilities branch and later as chief
of the renewal and transfer division of the
Broadcast Bureau.
He left the Commission in 1951 to join
the law firm of Haley, McKenna & Wilkin-
son. The firm of Haley. Doty & Wollenberg
was formed in 1954 and Edward F. Kene-
han, former chief of the FCC Broadcast
Bureau, was added to the firm a fortnight
ago [B»T, May 27]. Mr. Doty served in the
MR. DOTY
U. S. Navy during World War II and was
a layman in the Reformation Lutheran
Church.
Survivors include his wife, Dorothy
Kauffman Doty, three children and his
mother.
McConnaughey Agreeable
To 'Anti-Leak' Legislation
FCC Chairman George C. McConnaughey
last Tuesday — in an executive session —
told a special Senate subcommittee that he
would not object to legislation making it
a crime to leak information from the offices
of government agencies.
Mr. McConnaughey was one of several
independent agency heads testifying before
the Senate Investigations Subcommittee
headed by Sen. Henry M. Jackson (D-
Wash.). The subcommittee has been in-
vestigating a leak of the Civil Aeronautics
Board decision granting the New York-
Miami flight to Northeast Airlines [B«T,
May 27].
It was understood the Commission feels
its new policy of announcing preliminary
decisions immediately alleviates any prob-
lem of leaks within the FCC. Donald
O'Donnell, subcommittee counsel, said the
subcommittee does not plan future hearings
on reported leaks at other governmental
agencies.
The next step, he said, is the drafting of
penal legislation, with which all the agen-
cies whose chairmen testified are co-operat-
ing. None of those who appeared before
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Page 76 • June 10, 1957
Sen. Jackson's group objected to imposing
a jail sentence and/' or fine for violators and
at least two of them were in favor of a bill
to that effect.
In addition to Chairman McConnaughey,
heads of the Securities & Exchange Com-
mission. Interstate Commerce Commission.
Federal Power Commission and Federal
Trade Commission testified before Sen.
Jackson's group.
Industry-Government Unit
Agrees on Tower Locations
THE question of where and how to locate
radio-tv towers in the future was decided
last week by broadcast, government and avi-
ation factions in a meeting of the Joint In-
dustry-Government Tall Structures Com-
mittee (JIGTSO. The committee was
formed to help alleviate the threat posed to
air navigation by tall towers and a final re-
port was to be issued later this month.
No specific height limitations were placed
on antennas and provision was made for
the establishment in even,' city7 of antenna
farms where towers could be constructed of
such required height as to give maximum
service to the area. Tower heights in non-
farm areas would be determined by various
factors on a case-to-case basis.
The committee's report divided airports
into three classes for the purpose of de-
termining tower heights, with such things to
be considered as specification of horizontal
surfaces, slope lines and airway locations.
Although the Air Force said its regulations
do not place a 1.000 ft. limitation on tow-
ers, some observers felt the new document
would virtually limit the construction of over
1.000 ft. towers except in antenna farm
areas.
The committee was unable to agree on
one phase during its Monday meeting. This
concerned the difference of opinion on revi-
sion of Civil Aeronautics Administration
orders to make them conform with Part 17
of the FCC rules.
JIGTSC voted to approve the document
on a one-year trial basis and to remain as a
standing committee during the next 12
months. The committee has been working
since July 1955 on the problem of supplying
criteria to guide airspace panels in approv-
ing tall towers.
Ohio Judge Urges Equal Access
CANON 35. controversial American Bar
Assn. rule banning courtroom photograph}'
and broadcasts, "has no valid reason for ex-
istence in this electronic age." according to
Chief Justice Samuel H. Silbert. of the
Cleveland Common Pleas Court.
In a recorded interview on the KYW
Cleveland Press Club Presents program.
Justice Silbert said the only way to decide
the controversy over coverage of courts in
session "is to test Canon 35 in the Ohio
Supreme Court." The program was recorded
at the Cleveland Press Club.
Translator Ban Proposal Greeted
With Mixed Industry Feelings
AN INSPECTION of petitions that met a
June 3 deadline at the FCC last week showed
that response to the Commission's proposal
to prohibit translators from operating in
communities where regular tv exists was
running about two to one in disfavor. Trans-
lators are special devices that translate vhf
broadcasts into uhf and beam them into
remote areas at low power.
Most of the hostility, against the FCC
move came from tv stations, which while
taking their stand against "promiscuous use"
of translators, nonetheless found the FCC
proposal "unreasonable" and not in the in-
terest of remote communities. They also
made it clear that they support the FCC's
current rule limiting translator power to a
10 w output.
Some of the representative outlets on
record against the FCC proposal included:
KING-TV Seattle-Tacoma. KGW-TV Port-
land. Ore.. WOW-TV Omaha, and KCMO-
TV Kansas City. A good many of those
against the idea also pointed out that it
might be wise for the FCC to watch the
translators further to study their operating
experience.
Those favoring the FCC restriction gen-
erally went along because they said such a
rule would tend toward earlier establishment
of regular tv broadcast stations in com-
munities that are now dependent on transla-
tors. This block of stations included: WWJ-
mr Katz representative for details.
KPIX $ 5, SAN FRANCISCO
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO — BOSTON. W8Z + W8ZA: PITTSBURGH. KDKA: TELEVISION BOSTON, w BZ-TV-. PITTSBURGH. KDKATV:
CLEVELAND. <re FORT WAYNE. VYOWO; CHICAGO. WISD; CLEVELAND, ICYW-TV: SAN FRANCISCO. KF V
PORTLAND. K EX KPIX REPRESENTED BY THE KATZ AGENCY. INC.
Broadcasting • Telecasting
June 10, 1957 • Page 77
GOVERNMENT
TV Detroit, WTVT (TV) Tampa. Fla.,
WAFB-TV Baton Rouge, and WKY-TV
Oklahoma City.
NBC took a somewhat different position
and told the FCC to handle the translator
situation on a "case by case basis." It added
that the Commission might consider the
problem from a community basis, and not
from an area approach.
Frontier Broadcasting Co.. KFBC-TV
Cheyenne, agreed with the FCC and cited
what it called "'destructive competition" from
translators.
The Committee for Competitive Tv sided
with opponents and said it preferred a study
of each case. It also asked for retention of
the current 10 w output rule for translators.
WCLE Future Much in Doubt
As Court, Commission Ponder
THE future operation of WCLE Cleveland.
Tenn., is very much in doubt this week
following two actions last Wednesday and
Thursday by the U. S. Court of Appeals in
Washington and a Thursday decision (an-
nounced Friday) by the FCC.
On an economic injury protest lodged
by WBAC Cleveland, the court on Wed-
nesday stayed the FCC grant to WCLE.
Some 24 hours later the court stayed the
effectiveness of its first action pending a
decision on WCLE's request, filed Thursday
morning, for a rehearing of the original
stay order.
The Commission, in the interim, had
ordered WCLE's program authority re-
voked, effective Friday midnight. However,
the Commission said anv action the appeals
court might take would have precedence
over its [FCC] order. The court's stay of
its stay, then, made the Commission's action
moot and gave WCLE authority to continue
operating until action is taken on the sta-
tion's request for reconsideration of the
Wednesday stay order.
WCLE requested that the court sit en
banc (all nine judges) to hear argument for
reconsideration. The Wednesday stay order
— argued a fortnight ago [B*T, June 3] —
was by a 2-1 decision. Chief Judge Henry
W. Edgerton and Judge David L. Bazelon
voted for the stay, while Judge John A.
Danaher dissented.
In reaffirming its grant to WCLE the
Commission last March 22 ruled by a 5-2
vote that it did not have the authority to
consider economic protests [B«T, March 25].
The court is expected to rule this week on
WCLE's petition for reconsideration, and if
the decision is favorable to WBAC, WCLE
will be forced off the air pending final de-
termination of the case.
WIS-TV Asks Power-Anten net Boost
WIS-TV Columbia, S. C. last week asked
the FCC to permit it to build a 1,518 foot
tower and hike its power from 269 kw to
the 316 maximum. If approved, the struc-
ture would be the tallest east of the Missis-
sippi and enable the station to double its
class A area and add 8,500 square miles to
its total coverage, according to station of-
ficials. The cost of the improvements is es-
timated at $500,000.
Page 78 • June 10, 1957
Appeals Court Hears Arguments
On XETV-ABC-TV Affiliation
THE question of whether ABC-TV should
be permitted to affiliate with XETV (TV)
Tijuana, Mexico, was argued before the
Court of Appeals in Washington last week.
In seeking to have set aside the FCC"s
approval of the affiliation, KFMB-TV San
Diego argued the Commission erred in
stating the XETV-ABC affiliation would
cause greater competition among the net-
works and thus be in the public interest. The
appellant also stated an FCC hearing ex-
aminer ordered it to present certain docu-
ments one week before the hearing, which
KFMB-TV was unable to do.
The FCC refused to look into the owner-
ship and operation of XETV and take into
consideration the fact that Commission does
not regulate the Mexican station, KFMB-TV
claimed. KFMB-TV also questioned ABC's
actions in furnishing the station kinescope
programming while the case was before a
hearing examiner.
ABC and the FCC argued that KFMB-
TV was given a full and complete hearing
and that evidence in the record sustained the
Commission grant. The network claimed it
is in the public interest to provide live pro-
gramming of all three networks to the San
Diego area and that many network programs
lose their impact if they are not carried live.
The FCC first approved the ABC-XETV
affiliation without a hearing. KFMB-TV and
the second San Diego station, KFSD-TV,
protested the Commission's action and the
grant was stayed and set for hearing. The
affiliation was reaffirmed last October and
it is this action which KFMB-TV is appeal-
ing in the court.
Sitting for the argument were Circuit
Judges David L. Bazelon, Walter M. Bastian
and George T. Washington.
Pittsburgh Uhf-Vhf Competition
Too Much for WENS (TV) There
A FOURTH vhf for Pittsburgh will be
sought next week by WENS (TV) Pitts-
burgh, a uhf outlet on ch. 16, which last
week claimed that its attempt to survive in
a predominantly vhf market is econom-
ically impossible.
WENS, which has been an intervenor in
long standing five-applicant hearing over
who should get ch. 4, used the latest proce-
dural hearing on that issue as a vehicle to
announce plans for the Pittsburgh market
which would put an end to "intermixture"
there. It proposed that WSTV-TV Steuben-
ville, Ohio, give up ch. 9 and give it to
WENS in exchange for the latter's ch. 16.
And if that is unacceptable to the FCC,
WENS would like to move ch. 6 from
WJAC-TV Johnstown, Pa., to Pittsburgh,
replacing it with ch. 8, now used by WGAL-
TV Lancaster, Pa., which then would be as-
signed a uhf frequency. The plan had a
further chain reaction involving Erie, Pa.,
and Cleveland.
These new suggestions for the Pittsburgh
market were not directly pertinent to the
hearing where they were voiced. That pro-
ceeding involved the five applicants seeking
ch. 4. and includes WCAE Wilkinsburg,
favored in a modified initial decision; Tele-
vision City, McKeesport; Irwin Community
Television Co. and Wespen Television Inc.,
both Irwin; and Matta Enterprises, Brad-
dock.
Roto-Broil Signs Consent Order
Prohibiting FTC-Contested Ads
THE Roto-Broil Corp. of America, Long
Island City, N. Y., has signed a Federal
Trade Commission consent order prohibiting
the manufacturer from misrepresenting the
regular price of its electric broiler-rotisseries
and savings afforded by sale prices.
The FTC approved the order, adopting
a hearing examiner's initial decision, which
followed the complaint issued Oct. 31, 1956.
The FTC complaint alleged that so-called
regular prices were higher than true prices
and that free gifts were not free because a
charge was included in the price of the
appliance. Albert and Leon Klinghoffer,
officers of the firm are named in the order,
which does not constitute an admission they
violated the law.
FCC Approves Four Sales
FCC last week approved the following sta-
tion sales:
The Barrington Co. of Kentucky bought
WKYB-AM-FM Paducah, Ky., from WKYB
Inc. for $150,000. Aubrey D. Reid, owner
of WEW St. Louis. Mo., is president of Bar-
rington.
Pelican Broadcasting Co. bought KLFY
Lafayette, La., from Camillia Broadcasting
Co. for $140,000. Pelican owners Howard T.
Tellespen 50%, and Wright Morrow 22.5%,
are stockholders in KTRK-TV Houston.
Tex.
Concord-Kannapolis Broadcasting Co.
bought WEGO Concord, N. C, from Cabar-
rus Broadcasting Co. for $102,000. Concord
principal stockholder is Central Broadcast-
ing Co.. licensee of WCGC Belmont, N. C.
Ron Litteral Enterprises Inc. bought
KGKB Tyler, Tex., from Lucille Ross Lan-
sing for $150,000. Ron Litteral is sole owner
of the company.
FCC Takes Allocation Actions
THE FCC took the following allocations
actions last week:
• Added ch. 12 to Farmington, N. M.,
and ch. 10 to Presque Isle, Me.
• Invited comments by July 3 to proposed
rulemaking to substitute ch. 15 for ch. 41 in
Florence, Ala., by changing channels in
Gadsden. Ala., from 15 to 37; in Corinth,
Miss., from 29 to 41; and in Grenada. Miss.,
from 15 to 44.
• Invited comments by July 3 to further
proposed rulemaking to assign ch. 2 to Port-
land. Ore. This conflicts with outstanding
rule making proposals to assign ch. 2 to
Longview. Wash., or to Vancouver, Wash.
• Denied a petition to move ch. 5
(KNAC-TV) from Fort Smith to Fayette,
Ark., and to substitute ch. 39 for KNAC-
TV's ch. 5.
Broadcasting • Telecasting
we deliver
1000
like this
for 31c
*
luch prettier, actually, frots a sponsor's point of view, because
these ladies buy! And at WVNJ you can talk to a thousand
of them (and their families) for one minute at a cost of only 31c.
Same rate for men, too.
Most advertisers know that the New WVNJ has more listeners
than any other radio station broadcasting from New Jersey. As
a matter of fact — almost twice as many as the next 2
largest combined.*
'Source — Hoopera tings Jan. — Feb. — New Jersey
Most advertisers know the quality of this audience — for the new
programming concept of playing only Great Albums of
Music has brought the station thousands of new and potentially
better buyers than ever before.
Most advertisers know, too, that WVNJ delivers this audience
at less cost per thousand than any other radio station not
only in Jersey but in the entire metropolitan area as well.
That's why WVNJ is the hottest radio station in the New
Jersey market — bar none. Get the facts and you'll
make WVNJ part of your advertising day.
I
Vol
Represented by-'
Broadcast Times Sales
New York OX 7-1696
WVNJ
Newark, New Jersey
Radio Station of the Newark Evening News
Broadcasting • Telecasting
June 10, 1957 • Page 79
PROGRAM SERVICES
COMMUNITY OPERATORS SEE GOLD
IN BRINGING MOVIES TO TV HOMES
• Shapp would charge on monthly basis; Leserman, per program
• Everybody wonders what position AT&T will take in picture
THE great debate on wired toll tv had its
opening last Wednesday at a convention of
community television operators in Pittsburgh
— and when the curtain came down the
question resolved itself to this:
Will the American public pay for movies
in the home on a bulk basis or on a per-
program basis?
There was no disagreement that subscrip-
tion tv would be successful.
Nor was there a significant controversy
over whether pay tv should be transmitted to
homes via wire or off-the-air.
The debate was between Milton Shapp,
Jerrold Electronics Corp., Philadelphia,
major maker of community antenna equip-
ment, and Carl Leserman, International
Telemeter Corp. They appeared before more
than 300 community television system op-
erators in convention in Pittsburgh.
The antenna people, foreseeing a bonanza,
hung on every word. Not only at the
Wednesday afternoon forensic meeting but
in continuous corridor buzz sessions and
hotel suite harangues, the subject of what
has come to be called cable theatre or tele-
movies was uppermost in attendees' minds.
The convention was the sixth of the Na-
tional Community Television Assn., com-
prising representatives of more than 500
cable systems which pick up television signals
from nearby big cities and deliver them via
coaxial cable to subscribers.
There was only one disquieting thought
among the cable operators: What is AT&T's
position in the potentially golden shower of
furnishing facilities for wired subscription
tv operations?
Would Bell companies step in and take
over the job of serving what may turn out
to be a stream of first run and rerun motion
pictures to millions of stay-at-home cinema
watchers? What would AT&T do where there
were existing cable systems — some of them
serving more than 50% of the homes in
their communities? Would telephone com-
panies duplicate facilities? Or would they
purchase existing cable lines?
The consensus of those worrying about
the last eventuality was that AT&T would
buy out existing plants at a fair price.
The general view among community sys-
tem operators was that they are in the best
position to offer transmission facilities to
those who are going to purvey motion pic-
tures (and other "special" events, like sports)
over wire to homes.
Some antenna owners envision a "mar-
riage" with local theatrical exhibitors, with
a financial interest in both exhibition and
cable companies.
A number of antenna owners have already
begun discussions with exhibitor circuits. All
thus far have been preliminary, with all
eyes on Bartlesville, Okla., where the first
cable theatre operation is scheduled to start
late this summer (see page 82).
Bell companies have already made it
known that they are interested in offering
wire lines for the purpose of carrying motion
pictures to home viewers [B«T, June 3]. In
Bartlesville, Southwestern Bell is having the
lines built for the Video Independent
Theatres project there. And Pacific Tel. &
Tel. has acknowledged that it is prepared to
furnish wire lines for closed circuit pay tv
coverage of major league ball games if, as
and when major league teams (Brooklyn
Dodgers, New York Giants) are moved to
the Pacific Coast.
There was agreement between Mr. Shapp
and Mr. Leserman that the Bartlesville ex-
periment has only one purpose: Will the
public pay more to watch movies at home
than it does at the box office under the
marquee of a conventional or drive-in movie
house?
They also agreed that the answer both to
the question of payment and of cable sub-
scription tv would be settled in the market
place.
They even were near unanimity on the
sticky question of off-the-air pay tv vs. cable
theatre. Mr. Shapp strongly advocated wire
tv; Mr. Leserman, although ITC is one of
the advocates of pay tv over broadcast fre-
quencies, stated either way was acceptable.
In fact, Mr. Leserman announced that
ITC would hold a demonstration of the ITC
subscription tv system in New York next
month — on a cable basis.
Basis of ITC's pay tv system is the use
of a coin-box to collect payment for watching
first run movies or other special programs.
Other advocates of pay tv (whose major
emphasis has been on broadcast subscription
tv) are Skiatron Electronics & Tv Corp. and
Zenith Radio Co. Skiatron's system proposes
the use of an IBM punch card method of
payment; Zenith also has a punch card de-
vice for payment, although it originally pro-
posed using a telephone line for decoding
and for billing.
In toll tv aircasting, each of the three
proponents has suggested individual methods
of scrambling the signal so it will not be
recognizable to nonpayers. Payment methods
would decode the garbled transmissions.
Mr. Shapp vigorously defended the use
of wire as the sole method for transmitting
pay tv programs. He declared that pay tv
over the air would fail.
There was a dispute about the cooperation
of film producers. Mr. Shapp said all but
one Hollywood studio have consented to
submit feature film product for the Bartles-
ville project; Mr. Leserman questioned this
"whole-hearted" cooperation.
The basic dissent between Mr. Shapp and
Mr. Leserman was whether a monthly
charge for a complete package of films and
other services (sports, music, news, etc.) was
better than a per-program charge.
Mr. Shapp declared stoutly for a monthly
charge. A per-picture charge, where the
audience has to watch what it pays for,
makes for a captive audience, he held. A
package charge frees the watcher for any
worthy program being submitted for his
entertainment, he maintained.
The monthly charge is also more eco-
nomic, the Philadelphia manufacturer as-
serted. The closed circuit tv operation is a
flat fee industry, he noted.
If Bartlesville is successful, Mr. Shapp
said, there would be hundreds and perhaps
thousands of closed circuit wire cable thea-
tres— in communities ranging from 10,000
population to 40,000 population. The re-
sults of the Bartlesville project will be
known in about six months, he estimated,
and if proved out similar systems will be
in operation within 12-18 months.
Mr. Leserman told his audience of ITC's
experimental pay tv operation, over wire
lines, in Palm Springs, Calif., four years
ago. This was done over an ITC-owned
community tv system, using 275 coin-box
devices at a charge of $22.50 per installa-
tion. The community antenna installation
charge is $150, plus $7 per month for serv-
ice. Film prices ranged from 85 cents to
$1.25, and the average family spent $8 per
month during the seven months the experi-
ment ran, Mr. Leserman explained. There-
fore, Mr. Leserman pointed out, ITC's pay
tv experience was initially gained from wire
operations.
The experience of the motion picture in-
dustry, Mr. Leserman emphasized, is that
each picture must be paid for individually.
This is not only important for the consumer,
he declared, but the producer must receive
full income for his picture.
At one point, Mr. Leserman implied that
the monthly payment plan might be con-
sidered retail block booking — outlawed by
the Supreme Court for distributors in the
1940's.
A key concern of NCTA members was
the reported policy of AT&T companies of
refusing in recent months pole rights for new
or expanding community systems. It was un-
derstood that in several recent instances
hitherto cooperative Bell companies have re-
fused to lease poles to community systems.
COMMUNITY COMPATIBILITY
AFFINITY of television broadcasters and
community tv operators was apparent at the
sixth annual convention of the National
Assn. of Community Tv Assn. in Pittsburgh
last week.
Cable owners heard words of warmth
from Robert M. Pryor, WCAU-TV Phila-
delphia public relations vice president; J.
Jerome Reeves, KDKA-TV Pittsburgh gen-
eral manager; and James G. Rogers, KFSD-
TV San Diego (who is an associate of Fox-
Wells Company which owns community
tv systems in Clarksburg, Bluefield and Fair-
mont, W. Va., and Muscle Shoals, Ala.).
They also heard Warren E. Baker, general
counsel, FCC.
Mr. Pryor called for mutual cooperation
between tv broadcasters and antenna owners.
He said community systems had added 43,-
000 homes to the WCAU-TV coverage area.
Mr. Reeves listed current programming
Page 80 • June 10, 1957
Broadcasting • Telecasting
OKLAHOMA CITY WATCHES 3 STATIONS
KGEO-TV
REPRESENTED BY BLAI RTS^^^ASSOCIATES .
Broadcasting • Telecasting
OKLAHOMA CITY • ENID
100,000 WATTS • 1356 FT. TOWER
Q BASIC ABC NETWORK
June 10, 1957 • Pase 81
BARTLESVILLE GOAL: 3,000 SETS
PROGRAM SERVICES
trends in tv, including the increase in the use
of feature films and in live video; the high
attraction of local home service programs
and family type programs.
Mr. Rogers noted that community systems
serve 700,000 homes, with gross revenues
amounting to between $20 million and $25
million yearly.
He viewed the future of cable systems op-
timistically. He said he did not see a great
increase in tv stations, satellites, boosters or
translators which would threaten antenna
service. The community systems have values
in directions other than in antenna systems,
Mr. Rogers stated. Among these are such
developments as cable theatre, education,
high fidelity (Trans-Video of Pottsville, Pa.,
is adding an fm service to its system, pick-
ing up and feeding to subscribers more than
20 fm stations in surrounding areas). In
five years, Mr. Rogers observed the invest-
ment value of community systems will have
doubled.
The dangers of state public utility regu-
lation was cited by E. Stratford Smith, gen-
eral counsel of NCTA. The attacks have
been successfully stopped in California,
Montana and West Virginia, Mr. Smith
said, and a primary test case is scheduled
to get underway in Wyoming. He also dis-
cussed the threat of a copyright infringe-
ment suit (by Screen Gems), and the still
pending complaints at the FCC (by a group
of western telecasters and by Ed Craney,
Montana broadcaster).
THE GOAL of Video Independent Thea-
tres Co. in its widely-watched cable theatre
Telemovies project in Bartlesville [B»T,
Feb. 18, May 20, June 3] is at least 3,000
subscribers to the $9.50 per month, five-
channel service out of an estimated 7,800
homes which will be within reach of the 38
miles of coaxial cable now being strung
through the streets of the high income
($6,000 per year per capita), Oklahoma
oil center. Target date is August 1.
If the Bartlesville project clicks, the same
operation immediately will be instituted in
some 30-odd communities in which Video
Independent has theatres.
This is the intent of Video Independent,
according to Larry Boggs, 35-year-old, ex-
Air Force pilot, who is tv chief of the thea-
tre chain and president of its community
television subsidiary Vumore Co.
Vumore owns and operates antenna sys-
tems in Ardmore, Hobart, Okla., and in
Wellington and Childress, Tex. A cable
company is due to begin operating in Altus,
Okla., in July, and another in Hugo, Okla.,
is under construction.
Video Independent, successor to the
Griffith Consolidated chain, also owns
12.5% of KWTV (TV) Oklahoma City,
and holds permits for ch. 9 KSPS (TV)
Hot Springs, Ark., and ch. 2 KVIT (TV)
Santa Fe, N. M. At one time Video held
vhf grants for Lubbock and Midland. Tex.,
but surrendered them. It also was an ap-
plicant for tv outlets in Clovis, N. M.; Elk
City, Okla., and Sioux Falls, S. D., but
withdrew when local interests also applied.
The chain's theatre operations include
230 movie houses, including 80 drive-ins,
in Oklahoma, Texas and New Mexico.
Video already has non-exclusive, munici-
pal franchises to string wire for its Tele-
movies operations in Oklahoma City, Tulsa,
Enid, Ponca City, Ada, Norman, Guthrie,
El Reno, Clinton. Stillwater and Miami,
all Okla.; Midland, Odessa, Big Springs,
Lubbock, Pampa and Borger, all Tex., and
Albuquerque, N. M.
Video"s move into other cities with its
entertainment package will take place about
six months after the opening of the Bartles-
ville experiment, Mr. Boggs told B«T last
week. "We will know by then whether we
are on the right track," he said.
The philosophy of Video, as expressed
by Mr. Boggs, is this: Motion picture ex-
hibition is our business. We are not getting
the older (over 35) people into our thea-
tres. Living today is more home-centered
( there are air conditioners, home freezers,
supermarkets in suburbs, traffic jams, park-
ing problems, and tv to keep people at
home). We have the young people and dat-
ing couples. We need the older group. Well,
if they are going to stay at home, we are
COMIC BOOK 'SELL' IN BARTLESVILLE
COMICS are going to be used widely
in selling the wired toll tv projects in
Bartlesville, Okla. But, they will be
only one of a dozen different media
to promote Telemovies among the
20,000 people of the northeastern
Oklahoma area. Promotion includes
newspaper ads (full, half and quarter
page), radio spots, billboards, direct
mail brochures, strips for automobile
bumpers, and even a telephone an-
swering service. The amount budgeted
for this effort was not available.
THIS IS «i=AL ENTERTAINMENT.
* xV IT'S THE PERFECT BtfiNPtN©-
THIS IS THE BEST X OF TELEVISION AND
picture ive
IH YEARS.
seen J motion
WE SAW A 8 RAND N£W
LENSTH MOVIE WITHOUT Q«
INTERRUPTION FOR A
COMMERCIAL , THAT'S
FULL )
3N£ /
OFF WITH YOU \ WE TOOK THE WHOLE FAMIi
NOW. TOMORROWS / FIRST RATE SHOW. WE PtPN'T HAVE
A SCHOOL OAV. / TO PAY FOR PARKING- OR BABY -
^ SITTERS. IT COSTS A FRACTION OF
~-—y— i WHAT IT WOU LP TO SO TO A THEATRE .
\ ANC7 WE SET THE KIPS TO get? AT A
\ REASON A&tE HOUR
I'M PEU&HTEP X THOU&H ! OF
TAKIN& TELEMOVIES. FT HAS
ALL OF THE BENEFITS OF
SEEINO FINE MOTION PICTURED
WITHOUT AMY OP THE
DRAWBACKS OF THE
THEATRE ,.. ANP NO J
COMMERCf AL S ,' /
Page 82 • June 10, 1957
Broadcasting • Telecasting
TIME BUYERS too smart not to participate
Get Low Cost
per 1000
from . . .
PETERS, GRIFFIN,
WOODWARD,
INC.
To Sell Now. . .
BUY PARTICIPATIONS NOW!
WGR-TV
f \
THE NATION'S
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\ MARKET
CHANNEL
SPECIAL
BONUS:
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Broadcasting • Telecasting
June 10, 1957 • Page 83
New 'Traveling
a ve" Antenna
Combines Improved Electrical Characteristics
with Mechanical Simplicity and Economy . . .
for High Power TV Applications
Here is a VHF high-band antenna that has an inherently low VSWR and produces
better patterns. A new design, based on slot radiators, results in improved circularity.
This new antenna also features low wind resistance and better weather protection.
INHERENTLY LOW VSWR
The traveling-wave nature of the feed results
in a low VSWR along the antenna. This
characteristic inherently gives the antenna a
good input VSWR without any compensating
or matching devices. The input tee has been
broad-banded to provide a smooth transition
from the transmission line to the antenna.
ALMOST IDEAL VERTICAL PATTERN
A vertical pattern is obtained which is an
extremely smooth null-less pattern— see ac-
companying patterns. This provides the serv-
ice area at most locations with a uniformly
high field strength. Gains from approx. 6 to
20 at VHF high band can be obtained.
IMPROVED CIRCULARITY
The individual patterns produced by slot
radiators when added in phase quadrature
result in an over-all pattern with improved
circularity. In addition, there are no external
elements in the field. This design combines
radiating elements, feed system and antenna
structure in one unit, giving excellent hori-
zontal circularity.
LOW WIND RESISTANCE
AND WEATHER PROTECTION
The smooth cylindrical shape of the antenna
is ideal for reducing wind load and has high
structural strength. It is designed to with-
stand a wind pressure of 50 psf on flats, or
333^3 on cylindrical surfaces. In addition, the
absence of protruding elements minimizes the
danger of ice damage. The steel outer con-
ductor is hot-dip galvanized for better con-
ductivity and protection. The inner conductor
of the antenna is rigidly supported at the
bottom end without having to rely on any
insulator type of support to carry the dead
weight. The pole is designed for tower mount-
ing with a buried section extending into the
tower. The pole socket carries the dead
weight of the antenna. Polyethylene slot cov-
ers are fastened to the pole over every slot.
SIMPLIFIED FEED SYSTEM
The feed system is completely inside the
antenna, hence any effects on the pattern
have been eliminated. The feed system is a
simplified one consisting of a large coax line
and coupling probes.
The RCA "Traveling Wave" Antenna can provide you with the answer to your
need for a VHF High Band Antenna which combines mechanical simplicity and
economy, especially in high-gain, high-power applications. Your RCA Broadcast
Representative will gladly help with TV antenna planning. See him for details on
this new antenna. In Canada: RCA VICTOR Company Limited, Montreal.
CORPORATION of AMERICA
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going to have to bring our product to them.
It's as simple as that.
Mr. Boggs expressed his personal belief
that Video Independent was on the right
track. He referred to a U. of Oklahoma
survey in Bartlesville, which indicated that
the $9.50 per month is three to three-and-
one-half times what Bartlesville families
now spend on movie-going.
Initially the Bartlesville operation will be
a continuous program service comprising:
(1) first run features; (2) reruns of feature
films, and (3) a music-news-weather-time
program. To be added later is a back-
ground music service and a live video serv-
ice.
The first-run service will be operated ex-
actly like a theatre policy, Mr. Boggs
stated. There will be three changes a week
(Sun.-Mon.-Tue.; Wed.-Thur.; Fri.-Sat.).
Reruns will be offered on a staggered basis
so the opportunity to see a desired film will
be widespread. The music-news-weather-
time program will use tapes, recordings, a
"TelePrompTer type" news chart. The daily
programs will begin at noon and run until
11 p.m.
There will be no commercials on the
film services. Mr. Boggs declared cate-
gorically. There will be advertising on the
third program and, when it is inaugurated,
on the fifth, live video service.
The movie chain has taken its 800-seat,
20-year-old downtown Lyric Theatre —
which was remodeled only last year — and
is turning it into a film origination center
for the Telemovies operation.
It is spending $90,000 on this work, in-
cluding equipment due July 15 from Gen-
eral Precision Labs. The equipment will in-
clude two 35mm film camera chains, a
spare film camera, and one Vidicon field-
camera.
GPL has worked out a system for pre-
senting Cinemascope and other large screen
picture methods on the tv screen in standard
4:3 aspect ratio without distortion, Mr.
Boggs said.
The Lyric use will still leave Video with
two conventional and two drive-ins in the
Bartlesville area.
The choice of Bartlesville was dictated
by two considerations: People have choice
of three tv services (Tulsa-Muskogee),
have only one theatre chain in the com-
munity (Video owns all movie houses).
The present Video Independent chain was
formed in 1950 when the interests of the
Griffith family were purchased by a group
headed by the then chain's general counsel.
Henry S. Griffin. Vumore was established in
1952 to provide community tv service in
Ardmore.
Mr. Boggs, a U. of Oklahoma engineering
graduate, was a commercial pilot and during
World War II served in the Air Transport
Command, flying the Miami, Fla.-Karachi.
Pakistan 30° parallel course. After war serv-
ice he joined Griffith Consolidated and by
1952 was manager of Video's four conven-
tional and two drive-ins in Ardmore.
The Messrs. Griffin and Boggs saw all
major producer executives in New York in
November 1956. All agreed to cooperate
in the projected Bartlesville operation, Mr.
Boggs declared (although one executive has
died and there is a question whether this
distributor will feel bound).
In the initial stages, Mr. Boggs said, sep-
arate prints will be required for the wired
pay tv project. There may come a time, Mr.
Boggs suggested, when projection in movie
houses and to homes may be simulcast.
The cables, repeaters, amplifiers, and other
distributive gear will amount to a $150,000
plant, Mr. Boggs explained. The city is
being wired by Vumore under contract to
Southwestern Bell. The fee is cost plus 10%,
it was explained. Vumore is leasing cable
from Southwestern Bell for $1,000 per year
per mile, on a five-year term. Drop-offs from
the trunk cable to individual subscribers will
be handled by Vumore itself, at an estimated
cost of $25 per drop-off. There will be no
installation charge to the customer, Mr.
Boggs emphasized, and neither will there
be any term to the $9.50 monthly charge.
Subscribers will be provided with a
switch on the rear of their tv sets. One
position will permit off-air pickups from
Tulsa video stations: second position will
be for cable pickups.
Examiner Favors Collier
Over AT&T to Build Relay
COLLIER ELECTRIC Co. was favored
over American Telephone & Telegraph Co.
last week by an FCC examiner for a con-
struction permit to build a point-to-point tv
microwave relay system to feed three com-
munity antenna systems. Hearing Examiner
Jay A. Kyle issued the initial decision rec-
ommending a grant to Collier to relay off-
the-air signals of the three Denver stations
to Sterling, Colo., and Sidney and Kimball.
Neb.
Collier's proposed service will pick the
signals off-the-air at Fort Morgan, Colo.,
and terminate at Kimball, with drop-out fa-
cilities in Sterling and Sidney.
Collier owns and operates community
antenna systems in Sterling and Sidney. Sid-
ney, population 9,500, has 1,050 subscribers
to Collier's antenna system. Sterling, popu-
lation 12,000. claims 2.100 subscribers.
Sterling is 125 miles northeast of Denver
and Sidney and Kimball are in neighboring
southwestern Nebraska. William H. Harri-
son has applied to the city council of Kim-
ball for a franchise to operate a community
antenna system in that city. Mr. Harrison
claims there are 800 to 1,200 potential sub-
scribers in the city of 6,000.
Mr. Harrison is negotiating with Collier
to furnish microwave service for his antenna
system in Kimball. This would provide Col-
lier with three customers for its proposed
service.
AT&T, which planned use of Collier's
facilities and the same sites, was found to
have no agreement with Collier for the use
of these facilities. The decision stated that at
the time of the hearing the AT&T had
neither existing nor proposed customers in
any of the three cities. Collier's charges for
the three proposed users will be $5,175 per
month, AT&T's were noted at $5,530. with
a contingent termination charge of $86,750
for less than three years service.
Page 86 • June 10, 1957
Broadcasting • Telecasting
Season's Greetings" to Bob
« ♦ ♦ •
EDWIN K. WHEELER
GENERAL MANAGER
DETROIT 31, MICHIGAN
Mr. Robert W. Samoff
President
National Broadcasting Company
30 Rocketeller Plaza
New York 20, New York
Dear Bob:
Before the 1956-57 season cones to a close I'd like to pass along a
few words of praise and gratitude to you and your entire network staff,
You know enough about station men to realize that the surest way to an
affiliate's affection is with new business. And this season's sensa-
tional upsurge in NBC daytime ratings brought us more than our share of
new advertisers and new revenue. So, many thanks for this.
Nighttime we're running a strong race against CBS and broadening our
already substantial margin over ABC, (April ARB gave WVvJ— TV five of
the Top Ten.) The development of Steve Allen and Tennessee Ernie as
hit shows... the great an:1 continuing success of Perry Ccroo, Bob Hope
and ninah Shore, ..the emergence of "21" as the year's biggest nevs-
raaking show. , ..sells Fargo's quick bounce into the big time. ..real
acconplishments like these have done much to strengthen the position
of the NBC network — and the NBC affiliates.
We're all looking forward with enthusiasm toward NEC's great fall
schedule but meanwhile I thought you might like to have this vote of
confidence for a job so well done in 1956-57,
Cordially ,
Edwin K. Wheeler
EKV.'/BMc
OWNED AND OPERATED BY THE DETROIT NEWS
I
Broadcasting • Telecasting
June 10, 1957 • Page 87
...an impressive documentary-in-sound — so im-
pressive, in fact, that CBS rushed to rebroadcast
this week the suspenseful full-hour reconstruc-
tion of how Columbia Lecturer Jesus de Galindez,
a Basque, was kidnaped from Manhattan...
TIME MAGAZINE
EXCITING
AS AN
ALFRED
HITCHCOCK
MOVIE...
RADIO AT
ITS BEST. . .
An expertly
assembled radio
documentary...
an intriguing
hour of radio...
J. P. S„ NEW YORK TIMES
...a fascinating and,
at times, terrifying
documentary... radio
journalism of
uncommon merit.
HARRIET VAN HORNE,
N.Y. WORLD-TELEGRAM & SUN
...a remarkable
documentary...
DICK KLEINER. N.Y. WORLD -TELEGRAM & SUN
T
WEST VIRGINIAN
T
. . .a tightly knit program chock full of information with the
overall impact of a sledgehammer... the network deserves
immense credit for laying out the entire story in all its de-
tails and with all its "it can happen here" impact.
CHAN., VARIETY
..excellent CBS Radio documentary..
BERNIE HARRISON, WASHINGTON, D.C., EVENING STAR
CBS RADIO REPEATS "THE GALINDEZ-
MURPHY CASE"... IN RESPONSE TO
NUMEROUS REQUESTS FROM LISTENERS...
TED NELSON, BROOKLYN DAILY
T
... A RADIO EVENT
THAT SHOULD TAKE
VIEWERS AWAY
FROM TV SETS . . .
MARIE TORRE, N.Y. HERALD TRIBUNE
admirable depth . . .
STURGIS HEDRICK, BUFFALO NEWS
T
T
. . . A distinguished piece
of journalism, the finest
radio program of its
kind in years.
WALTER HAWVER, ALBANY, N.Y., KNICKERBOCKER NEWS
"By popular demand"
is a loosely used term
in broadcasting, but it
actually applies to the
rebroadcast of Ed
Murrow's one-hour CBS
Radio documentary.
MARIE TORRE, N.Y. HERALD TRIBUNE
. . . CBS Radio presented
a dramatic combination of
evidence that built an
even stronger case.
NEW YORK TIMES
...RESOUNDING HIT...
SID SHALIT, N.Y. DAILY NEWS
★★**
THAT RADIO HAS AH UH MATCHED
1TY OF TRAHSMITTIHG THE DRAMATIC
AHD HOKUM...
BROADCASTING • TELECASTING
44
^P^P If you are
in network radio,
and you should be,
there's only one place
for real influence.
CBS Radio £k A
Network J J
...a documentary of incisive interest
...demonstrated the unique ability of
radio to present timely provocative
content. Its total impact provided an
arresting broadcast.
SID SHALIT, N.Y. DAILY NEWS
...brilliant documentary
broadcast... Few
listeners will forget that
voice of Murphy's
fiancee, Sally Cap...
WASHINGTON POST
PROGRAM SERVICES
WOMEN'S CLUBS AND PAY TV:
ARE THEY FOR IT
WHEN 3,000 delegates to the General Fed-
eration of Women's Clubs national conven-
tion assembled in Asheville, N. C, last
week, they had before them a resolution op-
posing pay tv service. Whether or not they
passed such a resolution remained a moot
point when the voting was over, depending
apparently on how you look at it.
Proponents of subscription tv, notably
Zenith, think the GFWC backed down on
its original resolution in substituting one
which does not mention pay tv at all. Op-
ponents, notably CBS, say it makes the
women's position against pay tv even strong-
er. Both their positions revolve about the
following paragraphs.
The original resolution:
"WHEREAS the General Federation of
Women's Clubs declares its support of free
as opposed to pay tv service and expresses
its conviction that no charge direct or in-
direct from any source whatever should be
imposed on the general public for the privi-
lege of viewing tv programs on sets limited
in the home, therefore, resolved, that [the
GFWC] urges inaction of legislation by the
Congress of the United States which will
declare unlawful the transmission of pro-
grams in such a manner as to restrict within
the home the viewing thereof to, those sets
only upon which a charge of some kind is
made."
The substituted, and subsequently passed,
resolution:
"WHEREAS the consideration of the best
interests of the greatest number of people
has always been of paramount importance
to [the GFWC] and whereas tv vitally af-
fects the interests of all the general public,
therefore, resolved, that [the GFWC] urges
the Congress of the United States and/ or
governmental agencies when evaluating and
licensing any development in the use of tv
to keep in the forefront of their thinking the
necessity of assuring a freedom of choice in
the selection of programs while at the same
time insuring the maintenance of free tv
service as it now exists and further improve-
ment of such tv service for all our people."
At least four days of politicking stood be-
tween the original and the substitute resolu-
tion. A four-strong Zenith party headed by
Ted Leitzell, director of public relations,
arrived in Asheville on Saturday, June 1.
The group included former FCC Comr.
Frieda B. Hennock, retained by Zenith at-
torneys Pierson & Ball, and two of Mr.
Leitzell's assistants. CBS was to have been
represented at a special Tuesday breakfast
session by Vice President Richard Salant,
but plane trouble prevented his making it.
His prepared text was presented by Murray
Martin of Communications Counsellors,
which handles CBS public relations.
After the breakfast meeting, at which
Miss Hennock declared she had joined the
Zenith camp in order to break up the "CBS-
NBC-ABC monopoly," the federation's pol-
icy committee held an all-day session to re-
draft the resolution. It was passed by voice
vote Wednesday.
Page 90 • June 10, 1957
OR AGAINST IT?
After the passage, Mr. Leitzell stated he
was "very pleased and not surprised" by the
changed measure, saying that the federation
had not had all the facts in preparing the
original measure. Later, Louis Hausman,
vice president in charge of advertising for
CBS Radio, took a different stand. Said he:
"The resolution . . . , as amplified by Mrs.
Ritchie, chairman of the policy committee
[Mrs. Horace B. Ritchie of Athens, Ga.], is
a broadening of the position of the GFWC
in favor of free television, as we know it
today, to all the people. It is a broadening
of the original resolution inasmuch as it em-
powers GFWC members to testify in ad-
ministrative or legislative hearings in all
matters, including pay television, which may
threaten or reduce the amount of free tele-
vision people now receive. As such, I believe
it to be a large victory for 40,000,000 tele-
vision set owners."
Mrs. Samuel J. McCartney, chairman of
GFWC's department of communications,
THERE is a "fourth tv network" that has
been operating quietly but efficiently for the
past 15 months. Its activities were spotlighted
last week when reports circulated that Sports
Network Inc. may play a significant role in
the Brooklyn Dodgers pay television plans
if and when the proposed move of the base-
ball club to Los Angeles becomes a fait ac-
compli.
Since early in 1957, when Richard Bailey
resigned as network coordinator for ABC
to form SNI, the network has grown to the
point that — outside of the three major tv
networks — it is the American Telephone &
Telegraph Co.'s largest customer for cable
facilities, with expenditures of about $2
million a year.
Over the past year, Mr. Bailey has oper-
ated Sports Network Inc. with a minimum of
promotion and publicity. An indication of
the scope of his activity was revealed only
when reports circulated about the Brooklyn
Dodgers' affinity for pay tv and SNI was
mentioned as a possible collaborator. In an
interview with B»T last week in New York,
Mr. Bailey pointed out that as of now, there
are "still too many 'ifs' and 'buts' about the
Dodger project," but confirmed he had been
approached about supplying production for
Dodger pay tv telecasts. He believes no de-
cision will be made on this phase of the
much-discussed Dodger gambit until Octo-
ber.
Sports Network Inc. was formed by Mr.
Bailey to fulfill a need he says he recognized
during his tenure at ABC: the centralization
of the varied operations required in the
remote telecasts of major league baseball
games which had expanded in recent years.
He observed that in the past, an advertising
agency had to arrange for leasing of cable
facilities, hiring of remote crews, clearance
of time with stations, hiring of production
personnel and other services. Mr. Bailey
pointed out that cable costs particularly were
echoed Mr. Hausman's position. Said she:
"This is what I have been looking for for
one solid year. Until it became policy,
through a resolution such as the one passed
today, I did not have the authority to speak
in the name of the federation in favor of
free television, and against pay television. I
now have the authority — completely carried
out and understood by the president — Mrs.
R. I. C. Prout — and the policy committee —
to openly fight for free television and against
any encroachment upon it. Contrary to the
impression which some proposers of pay
television have sought to establish, the sub-
stitute resolution, as passed, is a strengthen-
ing and broadening of the original resolu-
tion.. This was amply covered by Mrs.
Horace B. Ritchie, chairman of the policy
committee, who in working out the sub-
stitute resolution with the policy committee
sought to create one which would stand for
many years and be broad enough to insure
'the maintenance of free television service
as it now exists for the benefit of all the peo-
ple against any diminution of service, from
any source or from any direction'."
high since the various agencies leased them
for a short term at sporadic intervals
throughout the baseball season.
Under his operation, he explained, he
assumes responsibility for the overall ar-
rangements for the telecasts. By pooling the
requirements of the numerous agencies
involved in remote telecasts, he said, he
arranges for long-term leasing of cable facil-
ities for AT&T, resulting in substantial sav-
ing. He relieves the agencies, too, of much
of the paper work and other services (such
as clerical), amounting to about $50,000
a year.
Mr. Bailey's company sets up out-of-town
coverage of baseball games on both radio
and tv. Of the 16 major league teams, he
explained, Sports Network Inc. holds con-
tracts with all clubs except the Kansas City
Athletics, Milwaukee Braves, New York
Giants, Chicago White Sox and Chicago
Cubs, which either do not permit telecasts
of any of their games or do not allow their
away contests to be shown. This year SNI
has a total of about 60 tv stations and about
200 radio stations carrying descriptions of
various games, with telecasts and broadcasts
fed back to the home and nearby cities via
regional networks. Total number of base-
ball games for which SNI has arranged
coverage this season amounts to more than
400 on tv and 1,500 on radio.
Brisk Business Tempo
Last fall and winter, SNI set up a net-
work of 34 tv stations to carry Big Ten
basketball games and also arranged a lineup
of 50 stations for the Cleveland Browns
football games. This year the company has
handled arrangements for the Monday night
telecasts of boxing matches from St. Ni-
cholas Arena in New York, carried in the
general area of the baseball schedule, on 25
stations. The company also has provided
Broadcasting • Telecasting
SNI-DODGERS PAY TV TIE-UP SEEN
telecasts of wrestling matches from Wash-
ington and Baltimore and horse racing from
New York and New Jersey tracks.
As with the major tv networks, Mr. Bai-
ley said, SNI bills the advertising agencies
representing the sponsors of the programs.
He has worked closely on various sports
telecasts with such agencies as Gardner Adv.
(Anheuser-Busch), BBDO (Schaefer beer
and Lucky Strike cigarettes), J. Walter
Thompson Co. (Ford dealers), N. W. Ayer
(Atlantic Refining), Stockton, West, Burk-
hart (Hudepohl Brewing), Lang, Fisher &
Stashower, and others. He credits Tom
Vilante of BBDO and Harry Renfro of
D'Arcy Adv. with playing an important role
in convincing major league club owners of
the soundness of the SNI concept during
its formative days.
Mr. Bailey declined to discuss "at this
time" a possible working arrangement with
Sylvester L. (Pat) Weaver Jr., who has
been establishing a so-called "baby" tv net-
work. (A spokesman for Mr. Weaver later
confirmed that negotiations currently are in
progress on a group of sports programs.)
It is believed that such an association would
be mutually advantageous, since SNI is op-
erating in the same general area of the East
and the Midwest which Mr. Weaver's group
plans to serve. It was reported that the
association would effect a savings in facil-
ities costs, particularly because Mr. Bailey
will require facilities largely in the spring
and summer and Mr. Weaver will need
them substantially in the fall and winter.
For the future, Mr. Bailey is considering
the establishment of a special events service
to both radio and tv stations. He believes
there is a market for such programming to
independent stations and already has had
experience in this area: It was Sports Net-
work Inc. that recently arranged for radio
coverage of the Beck (Senate) hearings to
a group of West Coast stations including
KHOL Seattle.
Mr. Bailey was associated with NBC be-
fore he went to ABC in 1942. He held
various programming and administrative
posts at ABC, and as network coordinator
became involved in various facets of net-
work operations. This background, he said,
has been "mighty valuable since I decided
to become a network operator of sorts my-
self."
ITV Bids $5 Million
For Dodgers, Giants Tv
ITV Inc., New York, a closed-circuit tv
company, last Wednesday offered to pay the
Brooklyn Dodgers and New York Giants $5
million each per year for the rights to tele-
cast their games if the two baseball clubs
remain in New York.
Max Kantor, ITV president, said he is
interested in buying the rights to the New
York Yankee games also for a comparable
figure. He told a news conference that a
four-man syndicate he would not identify
was prepared to back this undertaking.
Under Mr. Kantor's plan, the games would
be telecast over closed-circuit by means of
coaxial cables installed by the New York
Telephone Co. to subscribers in hotels, apart-
Our record is spotty..,
and we're proud of it !
Sure we're proud! For over 10 years, clients have been telling us we
make the best TV commercials in the whole wide world ... they say
there's no substitute for experience!
We take our pride in stride. After all, we do have the facilities of an
entire movie-making city behind us — plus a complete staff that's
skilled in the very special requirements of television.
For high professional quality, for technical excellence and the most
on the screen for your dollar, check with Universal-International.
UNIVERSAL PICTURES TELEVISION DEPARTMENT
New York Office — 445 Park Avenue
Telephone: PLaza 9-8000
Hollywood Office — Universal Studio, Universal City
George Bole in Charge of Production
Telephone: STanley 7-1211
W rite for free illustrated brochure.
Ul
PROFESSIONAL TOUCH
Broadcasting • Telecasting
June 10, 1957 • Page 91
PROGRAM SERVICES
PERSONNEL RELATIONS
ment houses and bars and, eventually, pri-
vate homes. A spokesman for the New York
Telephone Co. said that such a system is
technically feasible in a city like New York,
where miles of such cable already have been
laid to service television studios.
Mr. Kantor said he had made the offer
to the ball clubs in telegrams sent on Mon-
day to Walter F. O'Malley, president of
the Dodgers, and Horace C. Stoneham.
president of the Giants. He decided to
make the offer public, Mr. Kantor added,
because he had received no response from
the club presidents.
Mr. Kantor's offer followed reports that
both the Giants and the Dodgers have been
negotiating with Skiatron Tv Inc.. a pay-as-
you-see tv company, for the sale of tele-
vision rights for $2 million each per year.
Mr. O'Malley has claimed that his talks with
Skiatron have bsen concerned exclusively
with New York telecasts.
Coincidentally with this development. Look
magazine last week released the results of
a nationwide study which indicates that "if
the Dodgers and the Giants submit to the
lure of toll tv on the West Coast, chances
are they will be able to attract very sub-
stantial paying audiences." Look's conclu-
sion, based on a study conducted by Alfred
Politz Research Inc., New York, depended
largely on the answer by respondents to
a question on paying to watch a World
Series on television. According to the study
35.6 million people (27.9%) would be
willing to pay 25 cents to watch a World
Series game on pay tv; 32.4 million (25.4% )
would be willing to pay 50 cents and 25.3
million (19.9%) would be willing to pay
$1. When price is not a consideration, the
study shows that 53.2 million people
(41.7%) would be interested in watching a
World Series game on tv.
Others Are Interested
There were reports that the Milwaukee
Braves National League baseball club had
been approached by toll tv interests in recent
weeks for potential rights to Braves tele-
casts, but Donald Davidson, publicity di-
rector, declined comment. He said he had no
knowledge of any overtures and that any
statement would have to come from the
Braves* management, which accompanied
the team to New York Thursday.
Ever since the Braves moved from Boston
a few years ago, the club's management has
pursued a non-tv policy. Permitting only
regional radio coverage. Whether the Braves'
management is receptive to pay tv is not
known.
Meanwhile, in Chicago Philip K. Wrigley.
owner of the Cubs, has officially denied he
consented to the Brooklyn Dodgers' pur-
chase of the Cubs' Los Angeles franchise so
that the way would be paved for the Skiatron
overtures. He branded such an assumption
as "irresponsible."
Earl Hilligan, press director for the Ameri-
can League in Chicago, said he has no
knowledge of any overtures to any of its
teams.
The league maintains its own radio-tv
department, which would be involved in any
discussions if they were held, he said.
L. A. Local 47 Files
Transcriptions Suit
THE rebelling Hollywood musicians filed
another suit last week against the American
Federation of Musicians, asking damages of
$2,270,000 and an injunction against the
AFM and more than 60 companies engaged
in the production of transcriptions of radio
shows, jingles and spot announcements for
use on both radio and tv. CBS and NBC
were among the defendants.
The action is the fourth taken by the
Hollywood musicians to challenge the valid-
ity of the Music Performance Trust Fund
which the complaint maintains requires pro-
ducers of transcriptions, jingles and spot
announcements to make re-use payments to
the fund for re-use of a transcription orig-
inally produced for one sponsor in connec-
tion with the program of another.
Unlike previous actions, this suit seeks
money judgments directly against CBS and
NBC. Damages claimed against CBS are
$80,000, representing payments made in
connection with Gunsmoke and the Jack
Benny show radio programs and $40,000
against NBC for payments made in con-
nection with the Dragnet radio show.
It is charged that in violation of existing
j agreements requiring re-use payments to the
performing musicians in these shows CBS
and NBC contracted with the AFM to re-
use the programs for other sponsors, the re-
use payments going into the trust fund.
Complaint was filed in the Los Angeles
superior court by attorneys Harold A.
Fendler and Daniel A. Weber.
NLRB Examiner Rules IBEW
Illegal in WCKT (TV) Picketing
MEMBERS of International Brotherhood
of Electrical Workers violated the National
Labor Relations Act when they picketed
three remote pickup points at which WCKT
(TV) Miami. Fla., had arranged broadcasts,
a trial examiner of National Labor Relations
Board ruled Saturday.
The union's Miami local was ordered to
cease picketing activities that occurred Oct.
30, 1956, at the Fontainebleau Hotel. Nov.
16 at the Thunderbird Motel and Jan. 11
at Hialeah race track.
David London, NLRB trial examiner,
held the picketing was illegal since the board
had not certified the union as represent-
ative of WCKT employes. The picketing
had induced employes working at the three
business places to strike or refuse to work,
it was held.
The examiner found that the Hialeah
picketing forced cancellation of three tele-
casts of races on three dates. The U. S.
District Court on Jan. 28 enjoined the union
from Hialeah picketing. The examiner found
the Hialeah work stoppage was due to the
concerted activity of union members and
not their individual action as claimed by
the union.
WCKT and its affiliated radio station,
WCKR, took the air last summer. They
declined to negotiate formally with IBEW
until employes had voted on whether they
wanted to join IBEW, join some other union
or remain non-union, the examiner held.
His report showed that gross revenue of
WCKT-WCKR operations exceeded $1
million from Aug. 1 to the time of NLRB's
hearing last March 19-20.
Tower Advises: Don't Club
Unions While They're Down
MANAGEMENT should not use revelations
of corruption in the labor movement "as a
club either at the barg aining table or in the
halls of the legislature," Charles H. Tower,
NARTB employer-employe manager, said
Tuesday in a talk to a group of Cleveland
broadcasters.
Mr. Tower told the informal session that
management "should forego strategic retalia-
tion against unions, concentrating instead on
constructive measures which will, through
the imposition of procedural control, reduce
the possibility of wrongdoing." He said man-
agement "has a real stake in stable, dem-
ocratic unions as well as in honest and intel-
ligent union leadership."
Recent wounds received by the labor
movement, partially self-inflicted, will not
cause its premature death, he said. Unions
taken as a group make up a social institu-
tion which "fills a legitimate social and eco-
nomic need," he said.
As to union responsibility. Mr. Tower
cited two broadcasting areas- — jurisdictional
strife and technological change — that call
for more statesmanship and courage on the
part of the unions. Jurisdictional disputes
which lead to refusal to perform assigned
jobs are indefensible, he said, injuring the
employer and depriving the public of serv-
ice. "The time has come for responsible
union leadership to take protective steps to
eliminate the abuse," he claimed.
Discussing improved technology, which
he called "the essence of America's indus-
trial development and cornerstone of our
economy of abundance," he predicted an
even faster tempo of change in broadcasting
in the five years ahead. He added, "Where
loss of jobs or rearrangement of assignments
is involved, the problems of adjustment are
difficult for both management and labor, but
the answer lies in cooperative effort to work
out a smooth transition, not in a militant
campaign of opposition."
Hollywood CBS Office Workers
Reject OEIU in NLRB Balloting
CBS office employes in Hollywood, by a
vote of 185 to 136, have voted out Local
174 of the Office Employes International
Union which had represented them in nego-
tiations with management for the past 10
years. An election was held by National
Labor Relations Board in response to a
petition signed by more than 30% of the
employes asking for the opportunity to with-
draw from OEIU the authority to act as
bargaining agent for the group any longer.
A merit committee of the CBS white collar
workers, headed by Anthony Georgilas. will
call a general meeting of all eligible em-
ployes to determine what type of representa-
tion is desired to replace that previously
provided by OEIU, Mr. Georgilas said
Tuesday, following the election.
Page 92 • June 10, 1957
Broadcasting • Telecasting
RCA: 'COLOR CARNIVAL' A SUCCESS
• Officials exude confidence after Milwaukee promotion
• Exhaustive color tv drive set to begin in September
OVERCOMING dealer apathy and not
consumer resistance is the biggest problem
in making color television set sales. RCA
executives related Wednesday in Milwaukee
at the close of the five-week "Color Carni-
val" promotion there.
RCA said its test — which cost "less than
S 100.000" and sold 500-600 sets to con-
sumers— exploded "myths" that the public
is reluctant to buy because of high price,
frequent servicing and difficult tuning.
Claiming the Milwaukee promotion was
a major merchandising success as well as a
sales technique proving ground. RCA said
it immediately will begin "interim"' pro-
motions in major markets throughout the
U. S.. using the techniques proved best in
Milwaukee. Starting in September, the man-
ufacturer will unleash its most exhaustive
color campaign to date on a national scale.
"Come hell or high water, we are going
to get color off the ground, no matter what
the cost." Robert A. Seidel. RCA executive
vice president, consumer products, told
newsmen. "In Milwaukee, we got a blank
check. We have a management that has
confidence in its people."
Martin F. Bennett. RCA vice president,
merchandising, said Milwaukee "demon-
strated conclusively that the public is ready
to buy color now in large volume." He said
the five-week test produced these results:
• Sales of color tv sets shot up from an
average of 12 a week before the campaign
to 106 a week — an increase of 783%.
• Fully 70% of the sales were for the
more expensive models, rather than the
lowest priced S495 set.
• Home demonstrations resulted in sales
in two out of three cases, as compared with
an average for the home appliance field of
about one out of three.
• More than 85% of the 67 television
dealers in the city cooperated "wholeheait-
edly" in the campaign.
"The Milwaukee test." Mr. Bennett said,
"was an overwhelming success, surpassing
even our most optimistic hopes. We have
every confidence that when merchandising
techniques proven in Milwaukee are ex-
tended to other market areas, we can look
forward to a sharp upsurge of color tv
sales nationally."
During the Milwaukee campaign. RCA
made intensive use of a wide range of pro-
motion techniques including radio, tv and
newspaper advertising, tie-ins with local in-
dustries, sales training programs, telephone
and door-to-door solicitations, home demon-
strations and special appearances by tv per-
sonalities like Vaughn Monroe and Helen
O'Connell.
Mr. Bennett said the Milwaukee cam-
paign proved that "(1) public interest in
color television is higher than ever; (2)
color is priced right for large-volume sales:
(3) the public will buy color when it is
properly exposed, promoted and demon-
strated, and (4) dealers are not apathetic but
enthusiastic about color once you tell them
your story with sound reason, they under-
stand the economics of higher per-unit profit
and they discover the sets actually sell."
He emphasized the test "exploded one of
the biggest fallacies of the whole color tv
business — that the sets are priced beyond
reach. Seven out of the ten people who
bought color sets passed up the S495 model
in favor of higher priced sets ranging up
to $850. Dealers found that once they took
the time and trouble to explain why color
sets are more expensive than black-and-
white, because of the more complicated
circuits and the expensive color tube and so
forth, price became a secondary factor."
In exploding the myths of frequent ser-
vicing and difficult tuning. Mr. Seidel noted
that RCA Service Co. for 14 months has
made calls on purchasers of RCA color
sets and at least 85% reported "they are
completely satisfied" with only 6-8% re-
porting they didn't know how to tune the
set properly.
Mr. Bennett pointed out several obstacles
were faced in the test which accentuate the
TV ha Rtemo-tU& big.
mam
MJTV
/Best QmoL p/MH]Kaw&
^Ba&ic NBC-TV atjyiftate
Paul H. Roymer Co., National Representative
Broadcasting • Telecasting
June 10, 1957 • Page 93
success of the results. "May is generally
a slack month for home appliances," he
said, "a month when dealers are liquidating
merchandise to get ready for their new lines;
another is that business in Milwaukee has
been off slightly. During the week ending
May 25, for instance, while department
stores nationally dropped 1% below the
comparable week last year, sales in Milwau-
kee were off as much as 4%."
He admitted RCA put quite a bit of
money into the Milwaukee campaign but
it will "be less than $100,000." Milwaukee
was a proving ground to learn the right tech-
niques of color merchandising, not merely
a sales drive, he explained. Money spent was
within the "framework" of the corporation's
total budget, Mr. Bennett said, although
some extra funds might be diverted from
other divisions to pay the tab. He said cost
was held down by omitting one stunt — sky-
writing, in three colors — which would have
been a $21,000 item.
J. A. Taylor Jr., president of Taylor Elec-
tric Co., area independent distributor for
RCA, said, "We have had continually in-
creasing sales of color sets right from the
start when they went on the market. But
color sales now are 300-400% over what
they were before the campaign."
Mr. Taylor observed that black-and-white
sales during May "increased 50% more than
May last year" and attributed this boost
largely to the color promotion.
Mr. Seidel interposed that color promo-
TV SATURATION
TV set saturation of 97.2% in the
"greater Milwaukee area" is noted by
the 1957 Consumer Analysis, newly
published by the Milwaukee Journal,
owner of WTMJ-TV there. With a
total population of 1,128,100 making
up 314,000 homes, tv households were
totaled at 305,918. Of the latter, 45,-
951 households reported more than
one tv set. Color sets in the greater
Milwaukee area were counted as 1,836
units or 0.6% of all tv sets. The news-
paper stopped counting radio homes
in 1949 because of saturation. WTMJ-
TV claims a total coverage area of
781,222 sets.
tion has boosted monochrome sales gen-
erally, throughout the country, allaying an-
other common fear of the dealer.
Mr. Seidel also noted that this fall "five
major manufacturing competitors of RCA
are planning big pushes of color and two of
them had observers here in Milwaukee dur-
ing our test." All RCA spokesmen refused to
identify the five — except to confirm that
General Electric was not one of them —
when the list was cited. The reason for non-
disclosure, they said, was to protect custom-
ers of the RCA color tube.
The Color Carnival advertising included
some 700 radio spots and 50 to 60 tv spots
during May on Milwaukee stations, plus
newspaper display ads, some in color.
The RCA executives paid high tribute to
Walter Damm, vice president and general
manager of the Milwaukee Journal-owned
WTMJ-TV there, NBC affiliate, which has
pioneered in local live color originations and
maintained an extensive color schedule dur-
ing both daytime and evening hours.
Mr. Damm said WTMJ-TV counted 3,300
color sets in its entire service area before the
campaign. He related it costs only $12
more per hour to program color than mono-
chrome and this extra cost is not charged
to advertisers.
Mr. Taylor said he counted 258 hours of
color programming by three of the four
local tv stations during May, with WTMJ-
TV airing the major proportion.
On the subject of dealer apathy to color,
Mr. Bennett noted that a national study
showed that 73% of those who purchased
color tv sets "had to ask the dealer to see
color." Helping to cover this problem in Mil-
waukee was some 250 sales and service
clinics conducted by RCA and Taylor Elec-
tric.
WTMJ-TV reported it telecast about 15
hours of color weekly on a regular basis
prior to the Color Carnival and during the
campaign upped its weekly quota to 25
hours, including an additional seven hours
live. The station will retain about two hours
of the added schedule from here on, it said.
Among major show sponsors on WTMJ-
TV, whose commercials were color, were
Standard Oil. Ed Schuster & Son (Milwau-
kee department store), the Jos. Schlitz Brew-
ing Co.. Gallagher-Butternut Coffee and the
Sunray Oil Co. Among major sponsors
whose commercials were telecast in color
within participating programs were Corn
Products Refining Co. (Nu-Soft), T. C.
Esser Co. (paint and related products, Proc-
ter & Gambel, Hill Bros., General Foods,
J. L. Read Sales (salad dressings and canned
potato salads). Kellogg Co. and Carter Prod-
ucts Inc.
Schuster, making its first venture into
color with an hour-long fashion show, ex-
pressed particular satisfaction over both the
effect of the show and the sales results of the
color advertising, WTMJ said. Numerous
sponsors of food products, as advertised on
What's New in the Kitchen, also have ex-
pressed satisfaction at the greater sales pos-
sibilities resulting from color commercials,
the station said.
WITI-TV, independent using DuMont's
Vitascan color system, reported 40 hours of
color during May (80% live) but now is
using about six and a half hours weekly, of
which four hours is live. CBS-owned WXIX
(TV) carries network color shows but is not
equipped to originate color locally.
ABC-TV-affiliated WISN-TV presently is
installing slide and film color equipment in its
new $1.25 million combined radio-tv facility
now under construction and will transmit
slide and film color when the building is
completed in the fall. It will be able to trans-
mit network color. ABC-TV is planning
color for next year, WISN-TV said.
If you want to "beef up" a campaign in
mid-Ohio, cut yourself a piece of Pulse-
inspected, prime cut, Grade "A." (We're
first in any Monday-through-Friday quar-
ter hour you want to name, day and/or
night.) Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
Page 94 • June 10, 1957
Broadcasting • Telecastinc
RCA Unveils New Line
Of Radio, Tv Products
RCA last Tuesday pulled the wraps off its
1957-58 line of radios, phonographs, com-
bination consoles, tape recorders and tv sets,
and at the same time announced its inten-
tion to capitalize on the quality of German-
made radios and double its current produc-
tion of stereophonic tape recordings.
All this took place last Tuesday at the
RCA Victor consumer products distributors'
meeting at the Hotel New Yorker in Man-
hattan. This was the first of three such
meeting-previews scheduled the past week.
On Thursday, RCA dealers and distribu-
tors in the midwest sales area were present
at a Chicago unveiling, and west coast rep-
resentatives of RCA are to see the 1957-58
line today (Monday) and tomorrow in San
Francisco. ^
RCA will be stressing stereophonic sound
systems in its summer-fall campaign, with
great emphasis being placed on the com-
pany's Mark I-XI line of radio-phonograph
combination sets (see page 93). At the
same time, visitors at the three meetings
were and will be exposed to what the firm
calls ""a completely new line of RCA Vic-
tor black-and-white tv receivers . . . fea-
turing . . . some of the most important styl-
ing and engineering innovations in tv his-
tory." Among the new styles: sets with the
picture tubes completely enclosed in the
cabinet (eliminating the formerly project-
ing tube neck); streamlined series of "tapered
portables"*: first "commercially acceptable"
corner cabinet sets, new controls, and a
110-degree aluminized picture tube in all
sets.
Allan B. Mills, RCA Victor tv division
merchandising manager, said that while
rival manufacturers had brought out cor-
ner models "several years ago," they were
"so bulky that they were completely unac-
ceptable and had no commercial signifi-
cance."
Also new to the RCA line is a deluxe
color console, the "Lockhaven." priced at
S695 and bringing RCA's color complement
to 1 1 sets.
Addressing the dealers in New York,
Charles P. Baxter, vice president and gen-
eral manager of the tv division, noted that
the 1957-58 price line is generally higher
than last year's but that "we cannot escape
the fact that costs are up all along the line I
and that profit levels in the industry have
been unsatisfactory." Still, he said, "we be-
lieve that these new models — realistically
priced with their many new features — rep-
resent the best values ever presented to the
consumers. . . ."
Mr. Baxter also announced that the ad-
vertising theme for the new line will be
"lean . . . clean . . . and mirror sharp."
James M. Toney, vice president and gen-
eral manager of the firm's "Victrola" divi-
sion, told the dealers that RCA had entered
the "growing imported radio market" by
its move to merchandise — under the RCA
international label — two new am-fm short-
wave models manufactured in Europe to
RCA specifications.
LIMIT
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of service-proved antennas in various diameters up to
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to 3,000 megacycles. Services and facilities
for any types beyond this frequency range
are provided on a custom order basis.
Whether you need ruggedized mesh antenna
for high wind load areas ... or prefer an economical
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Broadcasting • Telecasting
June 10, 1957 • Page 95
MANUFACTURING
BELL TH' WOULD UP RELAY TRAFFIC
THE cross-country broadcast highway of
the near future may have little resemblance
to what exists today. Certainly, if AT&T's
Bell Telephone Labs blueprints materialize,
more radio-tv program traffic than ever
before will be accommodated on the high-
way along with thousands of telephone
conversations, plus even a color tv program
or two (or more) for theatres.
This look to perhaps as early as two and
a half to three years from now was revealed
last week by Bell Telephone Labs which
has developed a new radio microwave relay
system (code number is "TH").
This system, which makes use of the
newly-advanced solid state and other elec-
tronic technology of Bell Labs (Bell invented
and developed the transistor), will have
become a "substantial installation" in late
1959, according to current plans of the
telephone company.
Microwave and coaxial systems engineer-
ing is a complex subject that soon loses
definition in laymen's talk. But in a general
and hypothetical way this is what the new
"TH" system could mean to the radio-tv
field:
The L3 coaxial system can carry three
programs in each direction and the micro-
wave system five programs in each direction,
making a total of 16 channels. The new
TH system would handle six programs in
each direction, or a total of 12, increasing
capacity 75% over today's facilities.
A paper describing the new microwave
system was presented Wednesday by M.
B. McDavitt, director of transmission de-
velopment of Bell Telephone Labs, at a
symposium held in Rome, Italy.
As explained by Bell, the new relay
"makes highly efficient use of the over-
crowded radio spectrum, promising to in-
crease more than three times the informa-
tion-handling of radio relay systems occupy-
ing comparable spectrum space."
The new system will be capable of carry-
ing more than 10,000 telephone conversa-
tions, or 12 tv programs plus more than
2,500 telephone conversations. Bell said
it holds promise of increasing even this
capacity to more than 13,000 telephone con-
versations, or 12 tv programs plus more
than 4,000 telephone conversations (for
each each telephone conversation one radio
program could be substituted).
Tv programs could be either in black-
and-white or color for home reception and
color programs for theatres.
In addition, the new system would handle
an increased transmission of digital informa-
tion used in teletypewriter and data trans-
mission. It will have fast switching equip-
ment for bringing in alternate equipment
or channels in case of component or atmos-
pheric disturbances.
Currently Bell's microwave relay is used
for more than half of the Bell System's
transmission of radio shows, tv and long
distance telephone conversations. Develop-
ment of microwave communication facilities
was begun by Bell in 1945. It set up an
experimental system between New York
City and Boston (about 220 miles) in 1947.
This link was placed in commercial opera-
tion in May 1948.
By 1950 a commercial system was in
operation between New York and Chicago
and a year later was extended to the West
Coast, a distance of more than 3,000 miles.
Today the microwave circuits extend into
every state.
The "TH" system is designed to operate
in the 5,925-6,425 mc microwave band. It
provides a total of eight 10-mc broad-band
channels in each direction, plus two narrow
band 0.5 mc channels for wire and alarm
facilities.
Six at a Time
Six of these eight 10 mc bands may be
in use at any particular time, the other
two being held in reserve as protective
channels to be switched automatically into
service if needed.
Each broad-band channel can provide a
number of services: 1,860 voice channels
with 4 kc spacing; a black and white or
color tv signal plus 420 voice channels;
or a broad-band tv signal such as might be
required to transmit a color tv picture of
theatre-screen size.
An RF output of 5 w, frequency modu-
lated, is radiated at each transmitter. This
output is provided by a newly-designed
The purchase of the major assets of
Consolidated Television 8i Radio Broadcasters, Inc.
by
Time Inc.
was negotiated by the undersigned.
Reynolds & Co.
Members New York Stock Exchange
NEW YORK
Howard E. Stark
Broker-Television & Radio Stations
NEW YORK
Page 96 • June 10, 1957
Broadcasting • Telecasting
traveling wave tube which has a gain of
30 db. The traveling wave tube is driven by
a frequency converter, which boosts the 74.1
mc IF to the final transmitted frequency.
Conversion is accomplished by a newly-
developed gold-bonded diode which can
provide gain, if desired, but is operated at a
low basis to give a uniform impedance over
the IF range and so gives neither gain nor
loss. This is the first use in a system of a
diode modulator without inherent loss.
The horn reflector antennas and round
waveguide now being installed in relay
towers can be used simultaneously for the
new TH system at 6,000 mc, the present
transcontinental TD-2 at 4,000 mc, and the
new short haul TJ system at 11,000 mc.
Special filters are employed to separate the
various signals.
Adjacent channel signals are horizontally
and vertically polarized alternately to pro-
vide isolation between channels of 20 db
more than would otherwise be available.
This permits adjacent channels to be placed
much closer together, and aids greatly in
increasing the utilization of the available
frequency spectrum.
Irish Tape Sales Increasing
RECORD sales for the spring quarter and
the month of May have been announced by
ORRadio Industries Inc., Opelika, Ala., for
Irish brand magnetic recording tape. Ac-
cording to Nat Welch, sales vice president,
sales for this quarter are up 66% over the
same quarter last year, and May sales in-
creased 84% over last May's
MR. DUNLAP MR. ROBARDS
RCA Public Relations Names
Dunlap, Robards to Posts
APPOINTMENTS of Orrin E. Dunlap Jr.
as vice president, institutional advertising
and publications, and Sidney M. Robards
as director of press relations, RCA will be
announced today (Monday).
Mr. Dunlap joined RCA in 1940 after
18 years' service with the New York Times
where he was radio editor. For the past
three years, he has been RCA vice president,
institutional advertising and press relations.
In his new assignment, he will be responsible
for RCA's institutional advertising program
and all RCA institutional publications.
Mr. Robards joined RCA early in 1938
after working for two years as an editor in
the press division of NBC. For the past 10
years he has been manager of the RCA
department of information. In his new post
Mr. Robards will continue to supervise the
activities of the department of information
and the corporation's press relations.
Anti-BMI Pair Seek Action
To Void RCA Stockholder Meet
SONGWRITER Gloria Parker, who de-
scribes herself as an anti-rock 'n' roll
crusader, sought a mandatory injunction
from a federal court in New York last week
to direct RCA to reconvene and call a new
annual meeting of stockholders. RCA's
stockholder meeting was held last month
[B«T, May 13].
Backing Miss Parker in the complaint
filed Tuesday in the U. S. District Court of
the Southern District of New York were
Barney Young and Life Music Inc. (of which
Mr. Young is president). Miss Parker, Mr.
Young and Life Music each own one share
of stock in RCA.
Soon after the complaint was filed RCA
charged that both Miss Parker and Mr.
Young, as well as Mr. Young's firm, had
acquired a share of RCA stock after they
had music suits against RCA, NBC and
others (suits now pending) and then sought
to use their status as stockholders to press
matters still under litigation.
The complaint charged RCA rejected the
request of the plaintiffs that RCA include
certain proposals and resolutions in the proxy
statement distributed in advance of the
meeting.
The complaint asked that the meeting be
declared "void" and that RCA and its of-
ficers and directors be enjoined and re-
strained from carrying out or putting into
effect any proposal adopted at the meeting.
In a news release, Mr. Young said Miss
Parker had intended to present a resolution
calling on RCA, through its subsidiary NBC,
to refrain from doing business with Broad-
cast Music Inc., which he labeled "the
champion and promoter of rock and roll
music."
STOCKHOLDER PARKER, as she picketed
RCA headquarters in, Rockfeller Center last
month.
ALL
ABOARD!
Oldtime Ohio River steamboat
whistles let passengers know it
was time to get under way. The
more forceful the whistle, the
bigger the boat . . . the more
passengers it could carry . . . the
faster it took them further.
Similarly, the latest Nielsen
figures sound a forceful blast for
WSAZ-TV in today's busy Ohio
River market. With an audience
of over half a million TV homes
in 69 countries, WSAZ-TV
reaches (says Nielsen) 100,580
more homes on weekday nights
than the next-best station. And
it's the consistent leader around
the clock!
This is impressive traveling— and
to very prosperous ports of call
where income has never been so
high. Get aboard this prime
mover of goods and let WSAZ-
TV blow your own whistle where
it will be heard — and heeded —
most. The gangway is down at
any Katz office.
HUNTINGTON-CHARLESTON, W. VA.
sr. met
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Broadcasting • Telecasting
June 10, 1957 • Page 97
MANUFACTURING
Radio Set Production Running
12% Ahead of Same 1956 Period
PRODUCTION of radio receivers for the
first four months of 1957 is running 12%
ahead of the same 1956 period, according
to Radio-Electronics-Tv Mfrs. Assn. The
1957 output totaled 5,075,180 radio sets in
four months compared to 4,525,225 in the
1956 period. April radio production totaled
1,115,813 sets, including 380,452 auto
models, compared to 1,609,073 sets in
March and 992,982 in April 1956.
Tv set production totaled 1,835,975 units
in the first four months of 1957 compared
to 2,394,264 in the same 1956 period. April
tv output totaled 361,246 sets compared to
559,842 in March and 549,632 in April
1956. Of April tv production, 42,374 sets
had uhf tuners compared to 74,102 in April
1956.
Radio sales by dealers totaled 2,362,068
sets in the first four months of 1957 com-
pared to 1,984,915 in the same 1956 period.
April sales totaled 543,092 radio sets com-
pared to 730,584 in March and 471,193 in
April 1956. Radio sales figures do not in-
clude auto models, which move directly to
the motor industry.
Tv sales totaled 2,020,876 in the first four
months of 1957 compared to 2,036, 808 in
the 1956 four-month period. April tv sales
totaled 337,965 sets compared to 534,115 in
March and 347,630 in April 1956.
Keep your eye
on these
Plough, Inc.
stations:
Radio Baltimore
STATIONS
EHJ"
Radio Boston
DATELINES
MINNEAPOLIS-ST. PAUL— It took WDGY
Minneapolis eight minutes to get its mobile
units to the scene Memorial Day when a jet
plane crashed during holiday ceremonies at
Sunset Memorial Park. Once there, news-
man Jim Ramsburg found an articulate eye-
witness in Mrs. Ralph Martin, wife of an-
other WDGY newsman.
The one fatality of the incident was felt
keenly by Minneapolis broadcasters. Comdr.
N. F. Olsen, pilot of the plane and liaison
officer for press-radio relations at Wold
Chamberlain Field, was well known to those
who had to broadcast reports of the tragedy.
LOS ANGELES — Chief Engineer Joe Bluth
of KTTV (TV) Los Angeles went to a father-
son dinner at a North Hollywood school
May 29, but he didn't stay for dessert. When
an airplane crash occurred nearby Mr.
Bluth was one of the first on the scene. He
called KTTV, which notified officials and
dispatched the remote crew. Equipment was
ready in record time, and before a newsman
could get there, KTTV had switched to the
scene with Mr. Bluth at the microphone un-
til reinforcements arrived. The story was
presented in extended station break periods
and in a 20-minute wrap-up at the crash
site.
DETROIT — WWJ-TV here used seaways and
air routes to achieve quick coverage of May
28 ceremonies in Ontario, which marked the
deepening of a channel near Amherstburg,
Ont. Two cameramen -were assigned to the
job. One departed for the downriver site on
the boat carrying the official Detroit party.
Another stayed behind to film the departure
and then hopped a helicopter to fly to Am-
Newsworthy News Coverage by Radio and Tv
herstburg and return with the complete film
story. WWJ-TV telecast the film two hours
after the ceremony.
COLUMBUS — A general alarm fire, called
Columbus' worst in 10 years, brought into
full play all news facilities of WRBL-AM-TV
Columbus, Ga. As the fire raged the after-
noon of May 25, the WRBL stations fol-
lowed it with two mobile units and sound
film equipment. At times the blaze, which
originated in the tire recapping department
of the United Oil Co., threatened an entire
downtown block. WRBL-TV telecast sound
film coverage in two special newscasts the
evening of the fire.
SPOKANE — KREM Spokane is ready for
whatever comes, wherever news may break.
The station has gone the compass two bet-
ter and equipped itself with six newscars,
ready to go off in as many directions with
two-way and remote broadcast equipment.
Spokane heard a demonstration of KREM's
strength during Radio Week last month when
the station posted all remote units at prom-
inent traffic points for interviews with city
officials.
AUSTIN — KTBC-TV Austin, Tex., is tele-
casting sound-on-newsfilm at a price and by
a process that many have said was imprac-
tical. The station spent $140 for a 100-ft.
reel and two stainless steel tanks for quick
processing. Developing the negative and re-
versing polarity on the camera chain is a
familiar technique for silent film, but ex-
perts have advised against the procedure for
sound film. KTBC-TV tried it anyway and
reports the process is succeeding. Film of
one state legislature news break was aired
J. ROBERT KERNS, Storer Broadcasting vice president and now managing director
of WPFH (TV) Wilmington, Del., accepts a Dept. of Defense Reserve Award in
behalf of Storer's WBRC-TV Birmingham, Ala. (Mr. Kerns was WBRC-TV head
until last month [B»T, May 27]. Presentation of the certificate and pennant was
made in Washington last week by Maj. Gen. William E. Hall, special assistant to
the chief of staff of the Air Force for reserve forces. L to r: Alabama Sens. John
Sparkman and Lister Hill; Mr. Kerns; Gen. Hall; Alabama Congressman George
Huddleston Jr., and Gary Arnold, WBRC-TV staff announcer and sergeant in the
Air Force Reserve.
Page 98 • June 10, 1957
Broadcasting • Telecasting
two hours after it happened. Later when the
legislature adjourned, KTBC-TV's 11 p.m.
newscast showed the lawmakers as they
sang "Till We Meet Again" before leaving
the chambers at 7 p.m.
BALTIMORE — The local transit company
has been added by WBAL Baltimore as a
source of continuing traffic information.
Morning and afternoon bulletins, based on
transit reports, are passed along to motorists
to help them avoid congested routes, with
stepped-up service provided on weekends.
Four Station Sales Announced
In Florida, Maryland, Missouri
SALES of WWPF Palatka, Fla., WNAV-
AM-FM Annapolis, Md., WSTN St. Augus-
tine, Fla., and KHMO Hannibal, Mo., were
announced last week.
WWPF was sold by J. E. Massey and
L. C. McCall to George Hall for $100,000.
Mr. Hall is a Palatka businessman. The
station operates on 1260 kc, 1 kw unlimited.
WNAV was purchased by Washington
Broadcasting Co. from Capital Broadcasting
Co. for $91,000. Washington is owner of
WOL-AM-FM Washington, D. C, and
WDOV-AM-FM Dover. Del. WNAV oper-
ates on 1430 kc, 1 kw unlimited and
WNAV-FM is on 99.1 mc, 16.6 kw.
The sales of WWPF and WNAV were
handled by Blackburn & Co., Washington.
Larry Picus heads a group that has bought
WSTN from James D. Sinyard for $60,000.
Mr. Picus is manager of WIVY Jackson-
ville, Fla. The station operates on 1420 kc,
1 kw daytime. Broker was Paul H. Chap-
man Co., Atlanta.
Mount Rainier Radio and Tv Broadcasting
Co. has sold KHMO to Jerrell Shepherd for
$97,000. Mr. Shepherd owns and operates
KNCM Moberly and KLIK Jefferson City,
both Mo. KHMO operates on 1070 kc, 1
kw unlimited using directional antenna.
These sales are subject to usual FCC
approval.
Pearson Co. Sues KGEO-TV,
Charging Contract Breach
JOHN E. PEARSON Co., New York, sta-
tion representative, filed a breach-of-con-
tract suit last week against Streets Elec-
tronics Inc. (KGEO-TV Enid, Okla.) for
$20,445. The suit was filed in Supreme
Court of New York County, New York.
KGEO-TV, it was averred, had signed a
two-year contract with the Pearson firm for
the latter's representation effective July 1,
1954, with a subsequent renewal made to
run another two years into 1958. The suit
contends that the station notified Pearson in
April that as of May 1 Pearson would no
longer represent the station, thus violating
its contract.
The station announced in April that Blair-
Tv would handle KGEO-TV as its national
representative. The Blair firm had no com-
ment except to note that it had entered its
agreement with KGEO-TV with the under-
standing the Pearson contract agreement
would be worked out and terminated.
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Broadcasting • Telecasting
June 10, 1957 • Page 99
GROUNDBREAKING ceremonies were held May 28 to start this design of WANE-
AM-TV Fort Wayne's new home toward completion by late summer and occupation
late fall, according to current station plans. The one story building will house all
facilities. Congressman E. Ross Adair and Mayor R. E. Meyers turned the first
spades of dirt during the ceremonies. Company officials included: Walter N. Thayer
and C. Wrede Petersmeyer, partners of J. H. Whitney & Co., parent of the Indiana
Broadcasting Corp., operator of WANE-AM-TV and WISH-AM-TV Indianapolis.
N. Y. META Gets
$100,000 Grant
THE Metropolitan Educational Television
Assn., New York, which describes itself as
"one 'of several parties" interested in the
acquisition of WATV (TV) Newark, last
week came in for a sizable grant from the
Fund for Adult Education, which is sup-
ported by the Ford Foundation.
Although the monies probably won't go
into a special station-purchase "kitty," it
was noted that the Fund, after granting
META $100,000. said it would make avail-
able another $50,000 "in the event that it
(META) can proceed toward an on-the-air
operation."
Dr. Allan Willard Brown, META pres-
ident, said the grants will be used in purchas-
ing additional new equipment for META's
production center, slated to go into opera-
tion next month. The Fund's "package" was
part of $200,000 offered META in 1955
but was contingent "on the securing of
matching funds." META says these now
have been reilize'i. (Other nhilanthronic or-
ganizations donating to META are the Ava-
lon Foundation, Carnegie Endowment for
International Peace and Rockefeller Bros.
Fund.)
Asked how its negotiations with WATV
(TV) President-General Manager Irving R.
Rosenhaus were faring, META's general
counsel said: "They have been very encour-
aging . . . and we are hopeful." He declined
to elaborate. Mr. Rosenhaus reportedly is
asking $4 million for the tv station and an-
other $1.3 million for its sister station,
WAAT Newark [Closed Circuit, May
27]. Mr. Rosenhaus said he has been ap-
proached by "several" bidders other than
META. but no agreements have been
reached.
In turn, others — not necessarily bidders —
are talking to META concerning the use of
its present existing facilities. Understood to
be "very interested" in META's physical
plant on Manhattan's East Side is the Writ-
ers' Workshop of the Academy of Tv Arts
and Sciences (New York chapter) which
seeks the means whereby professional — as
well as tyro — writers, denied commercial
outlets for "experimental or scripts." may
use such facilities as META has to offer.
Talks so far have been strictly informal, with
principals including MCA-TV Ltd. Producer
Mort Abrahams, head of the workshop;
Miss Evelyn Burkey, secretary of the Writers
Guild of America (East); META's Dr.
Brown, and Prof. Erik Barnouw of Colum-
bia U., who heads WGAE's "Committee on
Censorship," now compiling reports of in-
stances in which commercial scripts have
been "censored or tampered with" by agen-
cies and networks.
Katz Hires Pearson
To Trouble-Shoot'
THE Katz Agency, station representatives,
last week announced the availability to its
clients of a new, full-time radio program
consultant whose job it will be to "trouble-
shoot" before the troubles have become too
acute. The consultant: John Pearson, for-
merly program manager of WHB Kansas
City.'
This move, reportedly the first of its
kind in the annals of station representation,
was taken "because of the critical impor-
tance of radio programming in its present
state of transition," according to President
Eugene Katz. He explained that "10 or 15
years ago, a radio station could safely break
down its income into one-third national
spot, one-third network, and one-third local.
Today, the emphasis is very much on local
programming, with networks contributing
less revenue to the stations than ever before.
Thus it is of utmost importance to the sta-
tion manager to see where and how his
programming can be bettered."
This idea had been in the making for
over nine months, Katz's radio sales man-
ager. Morris Kellner, said. The apparent
"difficulty" in making the concept a reality
was in finding a man "who combined ex-
tensive experience in radio programming
and promotion with a successful on-the-air
performing background." "Obviously," Mr.
Kellner continued, "it would hardly be fair
to send in a sidewalk superintendent ... a
man who was familiar with a given problem
but not sufficiently experienced in knowing
what to do about it." Such requirements
constituted a "must" for the man who would
talk program consultation on the station
executive level while at the same time deal-
ing with actual on-air performers.
Katz found its man in Mr. Pearson, who
in addition to his program managership at
Todd Storz' WHB has also had extensive
on-air experience at WHB and KOWH
Omaha. Mr. Pearson, the Katz Agency said,
has "combined showmanship and smart pro-
gramming policies to come up with his own
three-hour-a-day program, now Kansas
City's top-rated show."
In effect, this is how Mr. Pearson will
operate: A station desiring his services will
call the Katz Agency, asking for Mr. Pear-
son's presence in their market for a suffi-
cient number of days to enable him to listen
to. and perhaps tape, competitive station
programming as well as that of clients. He
then will analyze these tapes, make sugges-
tions as to how the Katz station might im-
prove its position and follow these up with
more-or-less steady consultation. Mr. Pear-
son also would be available for a number
of other services, such as setting up station
record libraries, auditioning program tapes,
examining station logs (with view to recom-
mendations on block programming), ex-
changing ideas and information garnered by
other Katz stations, recommending use of
syndicated programs, etc.
"Essentially." Mr. Kellner said, "Mr.
Pearson will be a circuit-riding program
manager. However, we will not go to any
station unless we've first been invited."
What makes this service unique, Mr.
Page 100 • June 10, 1957
Broadcasting • Telecasting
TOPS
IN BALTIMORE
Katz declared, is that it formalizes a prac-
tice that has been more or less informal
in past years. The traditional idea in station
representation used to be "you make it. we
sell it.'" he went on. But these days, the rep
has evolved into more than just a selling or-
ganization: It researches, it conducts rate
studies and consultations, it publicizes — but
all on "request."' In short, the reps pinch
hit for the station executives, relieving them
for other, more pressing, jobs.
Mr. Pearson won't know "all the an-
swers," Mr. Kellner said, "nor will he work
on a standard operating procedure. Each
situation or problem will require individual
handling, and all won't require the same
solution.'"
"Our purpose," Mr. Katz said, "is to keep
ahead of the parade . . . not catch up."
WWLP (TV) Discloses Plans
For String of Translators
PLANS for a system of translator stations
that would take in a slice of western New
England were disclosed last week by Wil-
liam L. Putnam, general manager, and
George Townsend. vice president and chief
engineer, of WWLP (TV) Springfield, Mass.,
at a meeting with newsmen in New York.
WWLP, a uhf outlet, operates on ch. 22 and
has in operation satellite WRLP (TV) Win-
chester. N. H. (ch. 32).
The station has a permit for a translator
to be located at Claremont. N. H.. which
will be in operation possibly by the end of
this month. It also has applied for more
translators to be located in Bennington, Vt.;
Rutland. Vt.; Lebanon. N. H.. and New-
port. N. H. According to the station execu-
tives, the use of translators may make uhf
as efficient as vhf in coverage.
It the station meets with as much success
as it anticipates, it was indicated that WWLP
may end up with close to 12 translators. In-
stallation cost of each translator runs about
S5.000. Mr. Townsend estimated. The sta-
tion figures to spend as high as SI per ad-
ditional person covered. Thus, a region must
have at least 5.000 people to warrant the
installation of a translator. Currently, how-
ever, the average cost per person has been
much lower.
National advertisers must buv the "whole
"It happens to be a recipe I heard
over KRIZ Phoenix!"
KYW FOLLOWS UP
NIKITA KHRUSHCHEV'S smiling
profession of cooperation on Face
the Nation will be returning repeat-
edlj to haunt the Soviet Embassy in
Washington, thanks to KYW Cleve-
land. The station became interested
in the cause of Donna Armonas, 22-
year-old Western U. co-ed. who took
the Russian boss at his word and last
week went to the embassy in a fruit-
less attempt to free her family, de-
tained in Russia since World War II
days. Westinghouse Broadcasting
Co.'s Washington editor Rod Mac-
Leish, will report daily to the WBC
Cleveland outlet on checks with the
embassy. And the station, regardless
of the repetition, w ill broadcast every
day the Russian comments on Miss
Armonas' plea.
package" — the station's rate includes the
Springfield station, the satellite and the trans-
lators. One hour of Class AA (nighttime
rate) has just been increased SI 00. to a
new rate of S700. A one-minute announce-
ment in this classification costs SI 70. Two
rates will be offered by the station — a
"community" rate and a "regional"" rate.
Thus, local advertisers can buy any part of
the coverage, and. if they so desire, one or
more translator areas alone.
WDAK-TV Call Now WTVM (TV)
MARTIN Theatres of Georgia Inc. has
changed the call letters of WDAK-TV
Columbus. Ga.. to WTVM (TV), with FCC
approval [For The Record, page 107]. The
southern theatre chain, originally 50%
owner of the ch. 28 station, became 75%
stockholder in 1954 and in April this year
bought out the remaining 25% interest of
WDAK-TV.
Joe Windsor, local sales manager, has
been named assistant general manager in
charge of network relations and national
sales. He will work under Guy Tiller,
formerly of WLWA (TV) Atlanta, who
was appointed general manager of WTVM
on April 1 . Reeve Owen, chief engineer,
has been promoted to director of engineering
and production. Other appointments: John
Hughes, program director, named director
of local sales; Claribel Rodriguez, director
of sales service and Nancy Arnold, director
of women's activities. Promotion and films
will be handled by the Martin Theatres ad-
vertising department under Ronnie Otwell.
Changes in programming and policy are
planned the station says.
Herbert Leaves Teleradio
THEODORE W. HERBERT has resigned
as eastern sales manager for General Tele-
radio Div. ( owned radio-tv stations) of RKO
Teleradio Pictures Inc.. N. Y.. it was an-
nounced last week by Wendell B. Camp-
bell, national sales vice president. Mr. Her-
bert was appointed to the General Teleradio
BM
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Broadcasting • Telecasting
June 10, 1957 • Page 101
STATIONS
post last October after serving as account
executive with MBS, radio network subsid-
iary of RKO Teleradio, since 1955. He will
announce his plans after a short vacation.
The departure of Mr. Herbert, it was
understood, will mean the elimination of the
post of eastern sales manager since there
are no plans to replace him.
WTAR-AM-TV Plans Announced
For Coverage of Naval Review
CAMPBELL ARNOUX, president-general
manager of WTAR-AM-TV Norfolk, Va.,
has announced his stations will give com-
prehensive coverage to the International
Naval Review June 12. The show involves
18 nations, 93 ships and 62,000 men.
WTAR remote control units will be based
on the reviewing ship Canberra for the four-
hour event. A tv camera in a helicopter will
augment two on the ship. WTAR has invited
announcers from area stations to participate
in coverage and both radio and tv cover-
age are being offered to networks and
Virginia stations.
Rates Go Up at WMAQ
GENERAL rate increase (except for one-
hour Class I, 6-10:15 p.m. daily, is reported
by WMAQ Chicago in new rate card
No. 16, effective June 1. Advertisers who
placed continuing schedules before June
are protected at old rates through Nov. 30.
Hourly rate continues at $90 in Class I
time. It went up from $600 to $750 in
Class II (6:30 a.m.-6 p.m., Sun.-Fri.; 6:30
a.m.-l p.m., Sat. and 10:15-11 p.m. daily.
In all other time periods (Class III), hourly
rate went from $300 to $400. Minute an-
nouncements were increased $20 (to $140)
in Class I; $10 (to $110) in Class II. and
$20 (to $80) in Class III.
Reilly to Set Up New Rep Firm
WILLIAM J. REILLY, vice president of
and Chicago manager of Adam Young Inc.,
New York, has resigned that position to
open his own station representation firm.
Location of his new offices is to be an-
nounced. Mr. Reilly is a past president of
the Chicago chapter of Station Representa-
tives Assn. and recently was elected vice
president of the organization.
INTERNATIONAL
Canada Networks Plan
For Election Coverage
CANADIAN radio and television networks
have been readied to give as speedy and
thorough coverage of the national election
as possible on June 10, when Canada goes
to the polls to elect a new Parliament.
CBC has arranged for five-hour programs
on both radio and tv national networks in
both English and French. Practically all sta-
tions will be in on the networks, while
tv stations in areas in western Canada not
yet on microwave circuits will receive na-
tional election returns from their affiliated
radio stations and news services, and will
do local election news telecasts live.
Size of the undertaking can be better
realized when it is remembered that when
Newfoundland's election results are com-
pletely reported. British Columbia polls will
just be closing. The two areas are six time
zones apart.
On tv the CBC national network will
make use of maps, charts and film inserts
in reporting the news received from Ca-
nadian Press and British United Press wires
CBC also plans to let viewers see computing
machines at work assessing results.
The radio and tv news networks will
operate out of Toronto under CBC News
Chief W. H. Hogg. No stations will go on
the networks until the polls close in each
time zone. On tv the first 20 minutes of
each half-hour period will go to reports
on a national scale, the last 10 minutes will
allow each station to report its own area
results.
On radio a national network will be used
for part of each hour, and regional networks
will be used in each province. The radio
coverage will exploit the flexibility of the
medium by way of varying news presenta-
tions, with commentaries on various de-
velopments, and regional news gathered by
local radio stations and fed into a co-
operative pool for network use.
Commentators will be used on both radio
and television national network programs,
most of them operating out of Toronto and
Ottawa. The political party leaders will ap-
pear, where possible, at their nearest tele-
vision station during the evening for live
comments on the election results, while all
CUTTING a slice of silver anniversary
cake is President J. E. Campeau of
CKLW-AM-FM-TV Windsor-Detroit
on the 25th anniversary of CKLW
June 3. Three others who have been
there since the beginning are (1 to r)
Walter Collins, engineer; W. H. Gat-
field, treasurer, and Gordon Fleming,
organist.
party leaders will be heard live on the radio
networks.
During the 1953 national election a radio-
tv simulcast system was used, since there
were but a few tv stations in operation (in
Toronto, Montreal and Sudbury, Ont.). Now
there are about 35 tv stations in operation
in Canada.
ABROAD IN BRIEF:
BAVARIA BROADENS COVERAGE: Bavar-
ian Radio, Munich, plans addition of further
television transmitters for better coverage
of the fringe areas in Bavaria. BR is one
of the two broadcasting organizations in
Germany having commercial tv programs
(Radio Free Berlin is the other). The new-
transmitters will be fed from Munich stu-
dios.
KEROSENE POWER FOR RADIOS: Philips,
Dutch electronics concern, reports develop-
ment of a power supply for radios that oper-
ates on a kerosene lamp as the energy source.
The unit uses 192 thermo electrical cells
of constantan and an alloy named chromel.
It delivers 100 to 242 milliwatts which is
enough for a transistorized radio. Reports
from Moscow indicate that a similar set
has been developed in the Soviet Union.
There it is called thermo-electrical generator
TGK 3 and evidently is designed for areas
without electrical power supply.
GERMAN SALES SLOW: Reports from Ger-
man radio and tv set retailers indicate tv
sets sales are much behind expectation
(about one million sets now in use). Sales
spokesmen blame the slump on poor pro-
gramming by the country's non-commercial
stations, lack of competition and absence of
privately owned stations.
INTERNATIONAL SHORTS
VOCM St. John's, Nfld., has appointed
Radio & Television Sales Inc., Toronto
and Montreal, as exclusive representative.
CKDH Amherst, N. S. (250 w on 1400 kc); I
CKSA Lloydminster, Sask. (1 kw on 1150 j
kc), and CFRY Portage la Prairie, Man. j
(250 w on 1570 kc), all assigned call letters. I
United Press Facsimile Newspictures
| | and
United Press Movietone Newsfilm
\LS Build Ratings
Page 102 • June 10. 1957
Broadcasting • Telecasting
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
yyyyyy. y, yyy-y.-yy.-y :-
ma.
ADVERTISERS & AGENCIES
•< W illiam M. Spire, vice
president. director and
member of plans board of
Sullivan. Stauffer. Cohvell
Sc Bayles. N. Y.. resigned
from agency to take up
permanent residence in
Miami. Fla.. effective end
of June. Member of original executive group
which formed agency in 1946. Mr. Spire,
in addition to working on all accounts, has
been account executive on Pall Mall ciga-
rettes. Corona Corona cigars and Half and
Half smoking tobacco. Before joining
SSC&B. he was vice president and member
of plans board of Ruthrauff & Ryan. In
World War II. he resigned from McCann-
Erickson as head of radio department to
serve as deputy director of radio with office
of war information.
William I. HofThine Jr.. secretary-treasurer.
Guild. Bascom Sc Bonfigli Inc.. San Francis-
co, elected vice president.
M Lincoln W. Allan.
acting advertising mana-
ger Jacob Ruppert Brew-
ery. N. Y., appointed ad-
vertising manager. John
Cogliandro. brewery pur-
chasing department, to
purchasing agent.
Warren Bahr. media buyer. Young & Rubi-
cam, N. Y.. appointed to newly created post
of assistant to media director at Y & R.
Steve Yates, talent booking agent, to Frank
Cooper Assoc. as tv talent agent operating
out of N. Y. and Holhvvood offices.
Paul H. Boyd, eastern continental territory
sales manager. Union Oil Co. of Calif., and
W . Warren Hillgren. previously field direc-
tor for West Coast Oil Information Commit-
tee, to Wilshire Oil Co. of Calif.. L. A., as
general manager of marketing and director
of advertising-public relations, respectively.
Howard Becker. Gre\ Adv., N. Y.. an ac-
count executive on Hoffman Beverages
and earlier on the Chock Full O" Nuts coffee
account, to Richard K. Manoff Inc.. N. Y.
as account executive.
Stuart Heinemann. former general manager
of Allied advertising agency. L. A., to An-
derson-McConnell. L. A., as account execu-
tive.
David S. Christy, head of own marketing
firm, to Anderson & Cairns. N. Y.. as as-
sistant account executive.
Sand> Wyatt appointed publicity director.
Gore Serwer Inc., N. Y.
Roger Bye, copy chief. Hoist A: Cummings
Si Myers Ltd.. Honolulu, to Miller. Mackay.
Hoeck ik Hartung Inc.. Seattle, as copy
chief.
Wallace J. Gordon, copy chief. W alker B.
Sheriff Inc. (defunct agency). Chicago, to
Erwin. Wasey & Co.. same city, as senior
copy writer.
Virginia Voboril. associated food editor
Good Housekeeping magazine, to Kenyon
& Eckhardt. N. Y.. as assistant home econ-
omist.
Norman D. Arsenault. layout designer. Chi-
cago Tribune, to Erwin. Wasey & Co. art
staff.
Maxine Moore, traffic manager-copywriter.
KUDL Kansas City, to copy staff. Litman-
Stevens 6c Margolin Inc.. same citv.
Roger N. Cooper, west-
ern division manager.
American Research Bu-
reau Inc.. Washington.
D. C. appointed station
relations manager.
Maurice L. Fisher, tv director. Wentzel.
Wainwright. Poister & Poore Inc., Chicago,
appointed vice president in charge of radio-
tv-film production.
C. R. Rowland, assistant advertising man-
ager. Morton Salt Co.. Chicago, promoted
to manager of consumer products. T. J.
O'Dea. assistant advertising manager, same
firm, promoted to advertising manager of
farm and industrial products.
H. R. (Curly) Stebbins. public relations-
merchandising director. Johnson <k Johnson
Pharmaceuticals. New Brunswick. N. J., to
Vic Maitland & Assoc.. Pittsburgh, as di-
rector of merchandising.
Mort Abrahams. Showcase Productions Inc..
to MCA-TY. N. Y.. as producer of 22 live
shows scheduled for NBC-TV"s Crisis series
this fall.
Harry Pertka. ABC-TV account executive,
to NTA Film Network as sales executive.
Peter McGovern. editor-researcher. Byron
Productions, N. Y.. to NTA network as
director of promotion.
J. Van Hearn, journalist-graphic arts expert,
to Reela Films Inc.. Miami, as sales man-
ager.
AI Sussman. account executive, eastern-mid-
western sales divisions of AAP Inc.. ap-
pointed eastern sales manager, replacing late
THE LID'S OFF
IN TRI-CITIES
WCYB-TV has entered into the exclusive
clique of booming markets. Compare it,
for instance, with Kansas City — or Denver
— or any of the blue-blooded stations that
SELL, COVER and DELIVER.
No matter how you take your tea,
WCYB-TV provides the sug-ar of a three-
times1' sweeter market.
NBC/ABC
WCtB-TV s
CHANNEL
"}t BRISTOL. VIRGINIA-TENNESSEE
JOHNSON CITY. TENNESSEE
KINGSPORT. TENNESSEE
REPRESENTATIVES: WEED TELEVISION CORPORATION
ONE OF THE
FIRST 100 MARKETS
7
WHBF
RADIO & TELEVISION
FIRST IN RADIO
1st In Downstate Illinois*
1st In The Quad-Cities
according to NCS No. 2
* All 68 stations outside of Chicago
REPRESENTED BY AVERY-KNODEL, INC.
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Broadcasting • Telecasting
June 10, 1957 • Page 103
PEOPLE
Arthur Kalman. Keith E. McCallum, same
firm, named account executive for western
division.
Ted Byron, creative director, Wm. Harvey
Agency, Hollywood, to Jam Handy Organ-
ization, Detroit, on creative writing staff.
NETWORKS
William Seaman, program service manager,
ABC-TV, New York, promoted to produc-
tion manager. Thomas P. Devito, associate
director, ABC-TV, promoted to program
service manager.
Bud Yorkin, former NBC contract pro-
ducer-director, signed by Betford Corp. to
produce and direct its Ford Show next
season.
Don Medford, tv film director, named senior
director for live productions of new NBC-
TV series Crisis, starting Sept. 30 (Monday,
10-11 p.m. EDT).
Kirk Logie, NBC Chicago network pro-
grams supervisor, elected to Radio Pioneers
Club.
David Tebet, NBC manager of special pro-
grams, and Robert M, Weitman, CBS-TV
vice president in charge of program devel-
opment, named vice chairmen of activities
committee, New York chapter of Academy
of Television Arts & Sciences.
■< Robert M. Purcell, vice
president-general manager,
KFWB Broadcasting
Corp., operator of KFWB
Los Angeles, elected pres-
ident of corporation, sub-
sidiary of Crowell-Collier
Publishing Co. He has also
become member of board of directors.
-< John B. Jaeger, vice
president-assistant general
manager, WNEW New
York, appointed executive
vice president.
~< John V. B. Sullivan,
account executive, WNEW
New York, appointed vice
president-sales manager.
■< Murray Arnold, as-
sistant station manager,
WPEN Philadelphia, pro-
moted to station manager.
■< Robert Evans Cooper,
sales manager, WSM
Nashville, promoted to di-
rector of station.
C. R. (Hi) Bramhan,
sales manager, WSM-TV
Nashville, promoted to
commercial manager. Tom
Griscom Jr., account exec-
utive, WSM-TV, becomes
local sales manager.
■< Jack Kelly, managing
director, WGAR Cleve-
land, to New York sales
office, Storer national sales
organization. He formerly
was sales manager and sta-
tion manager, WSRS
Cleveland; account execu-
tive, Joseph Hershey McGillvra, N. Y. (rep-
resentative firm); commercial manager,
WSAY Rochester, N. Y., and radio direc-
tor, Rogers & Porter Adv., Rochester.
George A. Baron, Santa Monica, Calif.,
general manager, KDAY, elected vice presi-
dent of Radio California, licensee.
L. R. Rawlings, general manager, KDKA
Pittsburgh, named president of Pittsburgh
Advertising Club.
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Also send tor details on the new Lawrence Welk Library racKage;
and Sound Effects Library; and Standard Shorty Tunes.
Page 104 • June 10, 1957
■< Walter L. Dennis, di-
rector of radio and tv,
Allied Stores Corp., to
WBEE Harvey, 111., as
general manager.
Ira Laufer, time salesman, KFWB Holly-
wood, to KSHO-TV Las Vegas, as general
manager. Other personnel changes at KSHO-
TV and KBMI Henderson, Nev.: Lee Peer,
station announcer, KSHO-TV, promoted to
operations director; Jay Cowan, time sales-
man, to KSHO-TV sales manager; Ervin
Greene, engineer, KSL-TV Salt Lake City,
to KSHO-TV as chief engineer-production
supervisor; Jack Kogan, Las Vegas publicity
agent, to KBMI as manager; Robert Gardner
leaves operations desk KSHO-TV to join
Wendell-Melvin & Co., Las Vegas, remain-
ing as film director, KSHO-TV.
■< Reginald P. Merridew
appointed managing di-
rector, WJW Cleveland,
succeeding Jack Kelly
(see above). In 1942 he
joined staff of WGAR
Cleveland, spent 13 years
there as chief announcer-
program director and pro-
gram director-director of operations; re-
signed in 1955 to become vice president in
charge of sales and public relations for
Crown Hill and Sunset Memorial Park.
P. B. (Buck) Hinman, manager, WROX
Clarksdale, Miss, named station manager
of WCBI-TV Columbus, Miss. Chris Ever-
son, WCBI-TV operations director, to sales
manager. W. W. Whitfield to assistant sales
manager in charge of regional sales. Ray
Crummy, formerly of Columbus Commer-
cial Dispatch to WCBI sales manager, suc-
ceeding James W. Eatherton, now owner
of WACR Columbus.
Tom Reardon, manager, WABG Green-
wood, Miss., to WROX Clarksdale, Miss.,
as manager succeeding P. B. Hinman (see
above).
Jack Lee, manager, Clark Brown Co. (re-
gional radio-tv representative), to KILT
Houston, Tex., as commercial manager.
Del Leeson, promotion manager, KDYL-
KTVT (TV) Salt Lake City, named manager,
KDYL. Charles H. Cowling, KDYL, ap-
pointed sales manager. Russell Grange, Wil-
liam Barth, Tom Smart and Bart Tolleson
will handle local accounts.
Frank Holifield, station manager, WTOK
Meridian, Miss., to WMOX Meridian as
manager, succeeding Joe Carson, resigned.
Hal Moore, show m.c. on WNEW New
York appointed program manager of sta-
tion succeeding John M. Grogan, recently
appointed program manager of WABD (TV)
[B»T, June 3].
John Allen Potts, program director, WCTC
New Brunswick, N. I., and Harvey J. Haupt-
man, assistant program director, WTCT,
promoted to sales manager and program
director, respectively.
Broadcasting
Telecasting
George F. Spring, salesman, WGY and
VVRGB (TV) Schenectady, named manager
of sales for WRGB.
Bill E. Brown, station manager. KOBY San
Francisco, promoted to national sales man-
ager.
Bob Cooper, formerly with WTCN Minne-
apolis, to KONO San Antonio as program
director.
William Schwarz, formerly executive pro-
ducer, KYW Cleveland to WCCO Minne-
apolis-St. Paul, as program director, succeed-
ins Robert McKinsev, resigned.
■< Jack Chapman, presi-
dent-general manager,
W H R V Ann Arbor,
Mich., to WPON Pontiac.
Mich., as sales manager.
Joe Andrews, projects manager. Macon
(Ga.) Chamber of Commerce, to WMAZ-
AM-TV there as director of news and public
affairs.
Gerald A. Spinn, program director, WQAM
Miami, to WBZ-WBZA Boston and Spring-
field, as program manager.
Joe W. Bagwell, sales promotion manager.
Soil Pipe Division, Combustion Engineering
Inc.. to WDEF-TV Chattanooga.
William A. Gietz, sales-
man. WTAR-TV Norfolk.
Va.. promoted to local
sales manager.
Bill Ray, previously announcer-producer-
director, KFWB Los Angeles, to KRHM
(FM) Los Angeles as sales promotion man-
ager-assistant program director.
E. Gordon Kelly Jr., previous!}" with Gen-
eral Electric Credit Corp., to WDAU-TY
Scranton, Pa., as account executive.
Mack Edwards, announcer-master of cere-
monies of Take a Break, WAAM Baltimore,
appointed director of public service.
LIBEL
PIRACY
PRIVACY
COPYRIGHT
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Broadcasting • Telecasting
Bud Kirvan, editor. The Livonian, Livonia,
Micb., to WXYZ Detroit as director of pro-
motions and publicity.
John F. Lewis, contributng editor. X at ion's
Agriculture, national farm magazine, to
WBAL-AM-TV Baltimore as news director.
Donald Metzger, disc jockey, WRIT Mil-
waukee, promoted to news director.
Harold Uplinger, KNXT-CBS Television
Pacific Network, named assistant sports
director.
Harry B. Shaw, sales manager, WSJS-AM-
TV Winston-Salem, N. C, elected president
of local Lions Club.
Mary Kitano Diltz, administrative assistant
in audience promotion. KNXT Los Angeles,
and Jay Livingston. KNXT-CTPN log ed-
itor, promoted to publicist and administra-
tive assistant in charge of audience promo-
tion, respectively. George Nicholaw, Televi-
sion City Script-Mimeograph Dept.. and
Norman Marks. KRLD Dallas. Tex., to
KNXT as log editor and copy-continuity
writer for audience promotion and program-
ming, respectively.
Gene Walz, operations chief, KYW-TV
Cleveland, to WCKT-TV Miami as execu-
tive producer.
John F. Hurlbut. manager of tv promotion
research. Peters. Griffin, Woodward Inc..
N. Y. (station representative), to WFBM-
AM-TV Indianapolis, as promotion-public
relations manager. Estel D. Freeman, night
operations manager. WFBM-AM-TV, pro-
moted to publicity manager.
Paul Williams, newscaster. WWJ-AM-TV
Detroit, promoted to public affairs manager.
Richard H. Gurley Jr., sales staff. WEEI
Boston, to WBZ-TV Boston as account ex-
ecutive.
Gus Dato and Robert Ringer, both of KTTY
(TV) Los Angeles, promoted to assistant
maintenance supervisor and assistant remote
supervisor, respectively.
Jack Harris, copy director. William G. Tann-
haeuser Co.. Milwaukee, to continuity staff,
WTMJ-AM-TV, same city.
Art Curley. disc jockey. WDEL-AM-FM
Wilmington. Del., to WRCY Philadelphia
as disc jockey.
Paul Mills, newscaster. WTOP-AM-FM-TY
Washington, to WWDC-AM-FM Washing-
ton as announcer.
Les Lampson, formerly with KFDX-TV
Wichita Falls. Tex., to announcing staff.
KOTY (TV) Tulsa. Okla.
James Pansulo, announcer, WCOP Boston,
to WHDH Boston, as summer replacement
announcer.
J. W. McGough. general manager, WTVN-
TV Columbus Ohio, father of boy. Craig
Paul. May 26.
Lee Petrillo, musical director, WCFL Chi-
cago, and Nancy Wright, vocalist on NBC-
Mag'net-ism
Dictionaries define it as "power to
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AND KOA-RADIO HAS IT! The pro-
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COV'er-age _ KOA-RADIO reaches
— and sells — 4 million Western-
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12'2 million tourists!
Ra'diO — means KOA-RADIO — the
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July 1, 1957— Dec. 31, 1958
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"THE GOOD GRAY POET-
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Born: July 29, 1877
"Milestones" is available for commercial
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details.
BROADCAST MUSIC, INC.
/S89 FIFTH AVE., NEW YORK 17, N.Y.
NEW YORK • CHICAGO -HOLLYWOOD • TORONTO • MONTREAL
June 10, 1957 • Page 105
PEOPLE
TV's Club 60 color variety show, have an-
nounced their marriage, May 23.
Nancy Keulen, traffic manager, KBIG Cata-
lina, Calif., married to Bill Hefley, June 2.
Brod Seymour, staff announcer, WBAZ-TV
Huntington, W. Va., married to Ruth Johns,
former secretary to general manager,
WEHT-TV Henderson, Ky., May 4.
Gene Davis, disc jockey, WHB Kansas City,
father of girl, May 30.
Richard Dix, WBAL-TV Baltimore, father
of son, Donald Albert, May 18.
REPRESENTATIVES
< Oliver T. Trittler, sales
staff, KWK-TV St. Louis,
to Blair-Tv, same city, as
account executive.
Carlos Reese, account
executive, Frederic W. Ziv
Co., St. Louis, to John
Blair & Co., same city, as
account executive.
Steve Rintoul Jr., account executive, Ven-
ard, Rintoul & McConnell, N. Y., station
representative, father of girl, June 3. Grand-
father is Steve Rintoul Sr., vice president of
firm.
Jennie R. Snell, assistant to promotion chief
at Meeker Co.'s tv division, to Blair Televi-
sion Assoc. 's N. Y. office on sales develop-
ment staff. Lloyd Heaney appointed to
BTA's Chicago office as account executive.
TRADE ASSOCIATIONS
Bette Doolittle, formerly with P. Ballantine
& Sons Newark, N. J., and NARTB, Wash-
ington, named director of women's press and
radio-tv relations of Grocery Mfrs. of Amer-
ica, N. Y., succeeding Dorothy Mahlstedt
resigned.
Vincent Patrick Comiskey, sales service rep-
resentative, NBC, N. Y., appointed to na-
tional sales staff of RAB.
MANUFACTURING •
Frank Folsom, chairman of RCA's executive
committee and former president, appointed
by Pope Pius XII as permanent representa-
tive of Vatican City to new International
Atomic Energy Agency. He will represent
Vatican at "Atoms-for-Peace" organiza-
tion's first general conference in Vienna
next August.
Joseph L. Langevin, formerly systems en-
gineer, RCA Service Co., Tuscon, to facility
manager, succeeding H. A. Baldwin, re-
People "wfr-o know
stay at the
^wS/ /exwalchf
3 Minutes from Grand Central
Convenient to Fifth Avenue
Shopping . . . Theater District
All Outside Rooms
Radio; Television; Circulating
Ice-Water; tub and shower
de//*ghtfuUy
A** CONDITIONS
HOME OF THE FAMOUS
'Hawaiian Room'
Known For Authentic Hawaiian
Cuisine and Native Entertainment
see your local travel agency
or write to Promotion Dept. for Brochure 124
Near the // d^*/ #
United Nations ^Jp/&f JeXfttOTOtf
LEXINGTON AVE. at 48th ST., NEW YORK CITY, 1 7
cently appointed administrator, atomic
energy services, Government Service Dept.
Fred Steiner, formerly of Convair Div. of
General Electronics Corp.. to western sales
staff of Sarkes Tarzian Inc., Bloomington,
Ind.
Richard H. Baker, manager of defense en-
gineering standards and services, RCA, to
post of administrator, value engineering of
RCA defense electronic products.
George A. I. akin, formerly staff project of-
ficer, directorate of intelligence and elec-
tronic warfare, U. S. Air Force, Rome,
N. Y., to Prodelin Inc. (manufacturer of
parabolic antennas and transmission lines),
Kearny, N. J., technical service engineering
staff.
K. E. Weitzel, in charge of General Electric
Co.'s commercial engineering for tube sales
since 1950, appointed regional commercial
engineer in Chicago for GE's receiving tube
department.
PROGRAM SERVICES
Darrell Winkler, former owner of Radio
Recorders, to Universal Recorders, Holly-
wood, as vice president-general manager.
PROFESSIONAL SERVICES*. .
Herb Landon, formerly director of promo-
tion, Kenyon & Eckhardt on Pacific Coast
to Rogers & Cowan, L. A., in executive
capacity.
~< Clemente Serna Mar-
tinez, president - general
manager, Radio Pro-
gramas de Mexico, S. A.,
elected president of Mex-
ico City Sales Executives
Club (NSE International
affiliate).
June Dennis, free lance radio commen-
tator, elected president of Toronto branch
of Canadian Women's Press Club.
John Verge, formerly of sales staff of
National Film Board, Montreal, Que., to
Screen Gems (Canada) Ltd., as manager of
Montreal office.
Hugh Rinehart, production director, WIMA-
TV Lima, Ohio, leaves for 10-week stay in
Finland as "goodwill ambassador" as part
of project sponsored by The Experiment
in International Living.
Paul R. Bunker, formerly vice president-
director, foreign trade firm of Dodge &
Seymour Ltd., named director of adminis-
tration of Munich office of American Com-
mittee for Liberation, succeeding Wilfrid J.
Woods.
Frank C. Fice, tv production instructor,
Ryerson Institute, to Caldwell Lab, Toronto,
as sales service chief.
Donald Gordon, formerly of Canadian Press,
Toronto, Ont., to CBC as London, Eng.,
correspondent.
Alphonse Ouimet, general manager of CBC,
to receive honorary doctorate in applied
science at U. of Montreal on May 31.
Page 106 • June 10, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B • T)
May 29 through June 4
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per- night. LS — local sunset, mod. — modification
mit. ERP — effective radiated power, vhf — very trans. — transmitter, unl. — unlimited hours, ke —
high frequency, uhf — ultra high frequency, ant. kilocycles. SCA — subsidiary communications au-
— antenna, aur. — aural, vis. — visual, kw — kilo- thorization. SSA — special service authorization
watts, w — watt, mc — megacycles. D — day. N — ST A — special temporary authorization. * — educ.
Am-Fm Summary through June 4
On
Appls.
In
Pend-
Hear-
Air
Licensed
Cps
ing
ing
Am
3,024
3,010
252
364
145
Fm
540
520
49
54
0
FCC Commercial Station Authorizations
As of February 28, 1957 *
Am
Fm
Tv
Licensed (all on air)
3.000
513
290
Cps on air
31
16
225
Cps not on air
133
23
123
Total authorized
3,164
552
638
Applications in hearing
119
0
70
New station requests
303
10
56
New station bids in hearing
67
0
10
Facilities change requests
146
11
45
Total applications pending
900
112
353
Licenses deleted in February
0
2
0
Cps deleted in February
0
0
1
* Based on official F> 'C monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not in-
clude noncommercial, educational fm and tv
stations. For current status of am and fm sta-
tions see "Am and Fm Summary," above, and
for tv stations see "Tv Summary," next column.
Tv Summary through June 4
Total Operating Stations in U. 5.:
Vhf Uhf Total
Commercial 386 89 475*
Noncomm. Education 18 5 23s
Grants since July II, 7952:
(When FCC began processing applications
after tv freeze)
Vhf Uhf Total
Commercial 353 324 677i
Noncomm. Educational 27 21 48s
Applications tiled since April 14, 1952:
(When FCC began processing applications
after tv freeze)
New
Amend. Vhf
Uhf
Total
Commercial 1,089
337 850
579
1,4283
Noncomm. Educ. 66
37
28
654
Total 1,155
337 887
607
1,494s
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
». One applicant did not specify channel.
1 Includes 48 already granted.
5 Includes 725 already granted.
New Tv Stations . . .
ACTIONS
Hays. Kan.— KAYS Inc., granted vhf ch. 7 (174-
180 mc); ERP 81.3 kw vis., 44 kw aur.; ant. height
above average terrain 663 ft., above ground 748
ft. Estimated construction cost $183,675, first year
operating cost $87,300, revenue $114,330. P.O. ad-
dress Box 695, Hays. Studio and trans, location
23rd and Hall Sts. Geographic coordinates 38''
53' 05" N. Lat., 99° 20' 20" W. Long. Trans. Stand-
ard Electronics, ant. Alford. Legal counsel Abe L.
Stein, Washington. Consulting engineer Commer-
cial Radio Equipment Co., Washington. Applicant
is licensee of KAYS Hays. Announced May 29.
Great Falls, Mont. — Cascade Bcstg. Co., granted
vhf ch 3 (60-66 mc); ERP 118 w vis., 71 w aur.;
ant. height above average terrain 235 ft., above
ground 230 ft. Estimated construction cost
$23,000, first year operating cost $54,000, revenue
$60,000. Post Office address 1951 Skyline Vista
Drive, La Habra, Calif. Studio location on 15th
St., 2 miles north of Great Falls. Trans, location
on 15th St., 2 miles north of Great Falls. Geo-
graphic coordinates 47° 31' 56" N. Lat., 111° 16' 45"
W. Long. Trans, and ant. Gates. Legal counsel
Robert P. Lawton, La Habra. Consulting engi-
neer applicant. Principals are equal partners
Francis N. Laird, business interests, and his son
Robert R. Laird, engineer, KVEC-AM-TV San
Luis Obispo, Calif. Announced May 29.
APPLICATIONS
Moline, 111. — Community Telecasting Corp., vhf
ch. 8 (180-186 mc); ERP 316 kw vis., 200 kw aur.;
ant. height above average terrain 1,000 ft., above
ground 1,045 ft. Estimated construction cost $496,-
000, first year operating cost $480,000, revenue
$600,000. P. O. address % C. I. Josephson Jr.,
1514 5th Ave., Moline. Studio location Moline.
Trans, location Henry County. Geographic co-
ordinates 41° 18' 33" N. Lat., 90° 22' 46" W. Long.
Trans. -ant. RCA. Legal counsel Arnold, Fortas
& Porter, Washington, D. C. Consulting engineer
George P. Adair Engineering Co., Washington,
D. C. Equal partners are G. Rodney Ainsworth,
Mel Foster, Harold W. Hoersch, C. I. Josephson
Jr. and C. I. Josephson HI. Mr. Ainsworth, lum-
ber and real estate interests, Mr. Foster, 25%
owner KSTT Davenport, Iowa. Mr. Hoersch, at-
torney, the Josephsons have jewelry interests.
Announced June 4.
Lafayette, La. — Evangeline Bcstg. Co., vhf ch.
3 (60-66 mc); ERP 100 kw vis., 50 kw aur.; ant.
height above average terrain 947 ft., above ground
996 ft. Estimated construction cost $634,097, first
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
FULLTIME
INDEPENDENT
$160,000
W e 1 1-constr ucted
facility in excel-
lent market.
Gross and profits
both up. 29 %
down.
MIDWEST
WISCONSIN
INDEPENDENT
$70,000
Profit daytimer
in heart of dairy-
land. Half cash,
balance in four
years.
SOUTH
CAROLINA
INDEPENDENT
$56,000
Requires $15,000
cash. Present
owner trans-
ferred. A good
situation for an
operator.
SOUTHWEST
CENTRAL
TEXAS
$76,000
Fulltime inde-
pendent with as-
sets appraised at
$90,000. Well in
the black. Some
financing.
WEST
CALIFORNIA
DAYTIME
$125,000
Dynamic major
market operation
with fine growth
and earnings rec-
ord. Terms cash.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
DALLAS, TEX.
Dewitt (Judge) Landls
Fidelity Union Life Bldg.
RI 8-1175
SAN FRAN
W. R. (Ike) Twtalna
ill Slitter St
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & A
>
Broadcasting • Telecasting
June 10, 1957 • Page 107
Planning
a Radio
Station?
You can save
yourself headaches
by making RCA
your single source
of equipment
and service...
For additional information
write to RCA, Dept. T-22,
Building 15-1, Camden, N. J.
RADIO CORPORATION
of AMERICA
FOR THE RECORD
year operating cost $407,000, revenue $437,000.
P. O. address 519 S. Buchanan St., Lafayette.
Studio location Lafayette. Trans, location Ver-
milion Parish. Geographic coordinates 29° 59'
18" N. Lat., 92° 18' 40" W. Long. Trans.-ant. RCA.
Legal counsel Scharfeld and Baron, Washington,
D. C. Consulting engineer Vandivere, Cohen and
Wearn, Washington, D. C. George H. Thomas and
Lafayette Advertiser Gazette Inc. are equal part-
ners. Mr. Thomas is manager-50% owner KVOL-
AM-FM Lafayette. Announced June 4.
Pittsfleld, Mass. — Springfield Television Bcstg.
Corp., uhf ch. 64 (770-776 racl; ERP 151 kw vis.,
75.5 kw aur.; ant. height above average terrain
953 ft., above ground 278 ft. Estimated construc-
tion cost $130,400, first year operating cost $90,-
000, revenue $100,000. P. O. address Box 2210,
Springfield, Mass. Studio location Pittsfleld. Trans,
location Berkshire County. Geographic coordi-
nates 42° 31' 4" N. Lat., 73° 6' 55" W. Long. Trans.-
ant. GE. Legal counsel McKenna and Wilkinson,
Washington, D. C. Consulting engineer George
R. Townsend, Springfield. Principals include
Roger L. Putnam 27.25% and 11 others. Spring-
field is licensee of WWLP (TV) Springfield, and
owns Greenfield Television Corp., permittee of
WRLP (TV) Greenfield, Mass. Announced May 4.
Existing Tv Stations . . .
ACTIONS
CALL LETTERS ASSIGNED
WJCT (TV) Jacksonville, Fla.— Educational
Television Inc., ch. 7. Changed from WETJ (TV).
WTVM (TV) Columbus, Ga.— Martin Theatres
of Georgia Inc., ch. 28. Changed from WDAK-TV.
KOAC-TV Corvallis, Ore. — State of Oregon, ch.
7.
WCMB-TV Harrisburg, Pa. — Rossmoyne Corp.,
ch. 71. Changed from WTPA (TV).
WTPA (TV) Harrisburg, Pa.— The Patriot-News
Co., ch. 27. Changed from WCMB-TV.
WBPZ-TV Lock Haven, Pa. — Lock Haven Bcstg.
Corp., ch. 32.
New Am Stations . . .
ACTIONS
Alma, Ga— C. N. Todd, granted 1480 kc, 1 kw
D. P. O. address Box 72. Douglas, Ga. Estimated
construction cost $12,336, first year operating cost
$36,000, revenue $48,000. Mr. Todd owns Douglas
retail tire firm. Announced May 29.
Bainbridge, Ga. — Joseph M. Grollman, granted
1360 kc, 1 kw D. P. O. address Box 146, Bain-
bridge, Ga. Estimated construction cost $21,117,
first year operating cost $40,000, revenue $48,000.
Mr. Grollman is manager of Bainbridge dry
goods store. Announced May 29.
Burns, Ore. — Howard J. McDonald and James
P. Ward d/b as Radio Burns, granted 1230 kc,
250 w unl. P. O. address 2220 Frederic St., Boise,
Idaho. Estimated construction cost $8,884, first
year operating cost $22,524, revenue $30,000. Mr.
McDonald is ofc. mgr.. KGEM Boise. Mr. Ward is
engineer-announcer, KRKO Everett, Wash. An-
nounced May 29.
Winner, S. D. — Midwest Radio Corp., granted
1260 kc, 5 kw D. remote control trans. P. O.
address % Robert W. Fouse, Box 949. Chadron.
Neb Estimated construction cost $24,737, first
vear operating cost $74,000, revenue $99,000.
Principals are Vs owners William H. Finch, 5.4%
interest KGOL Golden, Colo.; Richard L. David,
optometrist, and Mr. Fouse, 5.4%, KGOL. An-
nounced May 29.
Madison, Tenn.— Central Bcstg. Corp., granted
1430 kc 1 kw D. P. O. address % Walter A. Duke,
Box 464, Springfield, Tenn. Estimated construc-
tion cost $28,434, first year operating cost $60,000,
for outstanding properties
in the SOUTH
Macon, Ga. — William H. Loudermilk,
revenue $80,000. Principals are half owners H. C.
Young Jr., former owner of WSOK Nashville,
Tenn., and WIOK Tampa, Fla., and Mr. Duke,
y3 owner, WDBL Springfield, Tenn., and 100%,
WDBM Statesville, N. C. Announced May 29.
Humacao, P. R. — Antonio L. Ochoa, granted
1240 kc, 250 w unl. P. O. address Figueroa St. 613.
Santurce. P. R. Estimated construction cost
$9,000, first year operating cost $17,570, revenue
$32,544. Mr. Ochoa owns Santurce recording firm.
Announced May 29.
APPLICATION
Santa Rosa, Calif. — Bay Area Electronic Assoc.
1580 kc, 500 w. D. P. O. address % John F. Egan,
300 Montgomery St.. San Francisco, Calif. Esti-
mated construction cost $28,118, first year oper-
ating cost $42,000, revenue $50,000. Mr. Egan
(75%), investment interests, and Robert Sherman
(25%), advertising interests, will be owners.
Announced May 29.
Existing Am Stations . . .
ACTIONS
CALL LETTERS ASSIGNED
KAHI Auburn, Calif. — Placer Bcstrs., 950 kc.
KFLJ Walsenburg, Colo.— Floyd Jeter, 1380 kc.
WZRO Jacksonville, Fla. — Andrew B. Letson,
1010 kc. Changed from WJVB.
WSCM Panama City Beach, Fla.— Mel Wheeler,
1290 kc
WGOA Winter Garden, Fla.— E. V. Price,
1600 kc.
WCRY
900 kc.
WFDR Manchester, Ga. — Radio Manchester Inc.,
1370 kc.
KLUW Mountain Home, Idaho — Mountain Home
Radio Inc., 1340 kc.
KCMB Mission, Kan. — Mission Bcstrs. Inc.,
1480 kc.
WHAH Presque Isle, Me. — Northwestern Bcstg.
Co., 950 kc.
WDSK Cleveland, Miss. — Lawrence A. Feduccia,
1410 kc.
WAHL Hastings, Mich.— Donald G. Carey,
1220 kc.
KUDI Great Falls, Mont. — Community Bcstrs.,
1450 kc. Changed from KBGF.
KTNC Falls City, Neb.— Craig Siegfried, 1230 kc.
WVIP Mount Kisco, N. Y. — Radio Mount Kisco
Die, 1310 kc. Changed from WWES.
KFLY Corvallis, Ore.— Midland Bcstg. Co., 1240
kc. Changed from KCVO.
KLOO Corvallis, Ore. — Pacific States Radio Co.,
1340 kc. Changed from KRUL.
KAJO Grants Pass, Ore. — Grants Pass Bcstg.
Co., 1370 kc.
WATP Marion, S. C. — Pee Dee Bcstg. Co.
1430 kc.
WEAG Alcoa, Tenn. — Blount County Bcstg. Co.,
1470 kc.
KHEY El Paso, Tex.— KEPO Bcstg. Co., 690 kc.
Changed from KEPO
KILT Houston, Tex. — The McLendon Corp..
610 kc. Changed from KLBS.
KETX Livingston, Tex. — Polk County Bcstg.
Co., 1440 kc.
KFKF Bellevue, Wash.— Bellevue Bcstrs., 1330
kc.
Ownership Changes . . .
APPLICATIONS
KVEC-AM-TV San Luis Obispo, Calif.— Seeks
con CLIFFORD B. MARSHALL
or
STANLEY WHITAKER
Atlanta: Jackson 5-1576
NEGOTIATIONS • FINANCING • APPRAISALS
ad
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
\panij
Page 108 • June 10, 1957
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
Jackson 5-1576
wmmmmmmmmmmmmmmmmsM
Broadcasting • Telecasting
PROFESSIONAL CARDS
JANSKY & BAILEY INC.
Executive Offices
1735 De Sales St., N. W. ME. 8-5411
Offices and Laboratories
1339 Wisconsin Ave., N. W.
Washington, D. C. ADams 4-2414
Member AFCCE *
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
—Established 1926—
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE *
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.
Member AFCCE*
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
RUSSELL P. MAY
71 T 14th St., N. W. Sheraton Blag.
Washington 5, D. C. REpublic 7-3984
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-TV
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
-
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE*
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W„ Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924
Member AFCCE*
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE *
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broadcast Engineering'*
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS Specialists in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants."
Norwood J. Patterson, Owner
1111 Market Street, San Francisco, Calif.
MArket 1-8171
Broadcasting • Telecasting
June 10, 1957 • Page 109
assignment of license from Valley Enterprises
Co. to Salinas Valley Bcstg. Corp. for $50,000.
John C. Cohan, 31.88% owner KSBW-AM-TV
Salinas, Calif, and former 50% owner KVEC-AM-
TV, will be sole owner. Announced June 4.
WSIR Winter Haven, Fla. — Seeks control by
Lawrence A. Rollins through purchase of stock
from Tom Moore for $38,782. Mr. Rollins, for-
merly 29.41% owner, will be 50.29% owner. An-
nounced May 29.
KORT Grangevillc, Idaho — Seeks assignment of
license from Far West Radio Inc. to Kebco Inc.
for $50,000. Principals include Edward M. Brain-
erd (98.6%), free lance radio-tv writer. An-
nounced May 29.
WAAM (TV) Baltimore, Md.— Seeks transfer
of control of licensee corporation from Ben
Cohen, Herman Cohen, et al. to Westinghouse
Electric Corp. for $4.4 million. Westinghouse
Electric Corp. owns Westinghouse Bcstg. Co.,
licensee of stations in Boston, Cleveland, Pitts-
burgh, San Francisco, Fort Wayne, Portland, Ore.
and Chicago. Announced June 4.
WMEX Boston, Mass. — Seeks assignment of li-
cense from New England Radio Corp. to Rich-
mond Brothers for $215,000. Robert S. Richmond
(85%), owner advertising agency, and Maxwell
E. Richmond (15%), owner WPGC Morningside,
Md. and WRNC-FM Oakland, Md. will be owners.
Announced May 29.
KOMA Oklahoma City, Okla.— Seeks assign-
ment of license to Burton Levine, Arnold Ler-
ner, Myer Feldman, Donald Rubin and Harold
Thurman by purchase of stock (14y4%) from
Sol Schildhause for $42,500. Stock holdings will
be Mr. Levine 32%, Mr. Lerner 32%, Mr. Feld-
man 17%, Mr. Rubin 12% and Mr. Thurman 7%.
Announced June 4.
KDHS (TV) Aberdeen, S. D.— Seeks assignment
of cp from Aberdeen Television Co. to North
Dakota Bcstg. Co. for $2,447. North Dakota owns
KCJB-AM-TV Minot, KXJB-TV Valley City,
KBMB-TV Bismarck and KSJB Jamestown, all
N. D. Announced May 29.
KHEY El Paso, Tex.— Seeks transfer of con-
trol of licensee corporation from KEPO Bcstg.
Co. to Harvey R. Odom, Eldred O. Smith and
A. V. Bamford for $150,000. Mr. Bamford, 50%
owner KHEP Phoenix, Ariz., Mr. Odom, 50%
owner KHEP, and Mr. Smith, furniture and ap-
pliance interests, will be equal partners. An-
nounced May 29.
KPAC-TV Port Arthur, Tex.— Seeks assignment
of cp to Texas Goldcoast Television Inc. for
$150,000. Owners will be Port Arthur College
(50%) and Jefferson Amusement Co. (50%). An-
nounced June 4.
Hearing Cases . . .
INITIAL DECISIONS
Hearing Examiner Elizabeth C. Smith issued
initial decision looking toward grant of appli-
cation of Radio Wayne County Inc., for a new
am on 1420 kc, 500 w, D, in Newark, N. Y., and
dismissal of competing application of Radio
Newark Inc., at latter's request.
Hearing Examiner Hugh B. Hutchison issued
initial decision looking toward grant of applica-
tion of Palm Springs Bcstg. Corp. to change
facilities of station KCMJ Palm Springs, Calif.,
from 1340 kc, 250 w, unl. to 1010 kc, 1 kw-D,
500 w-N, DA.
Hearing Examiner Jay A. Kyle issued an ini-
tial decision looking toward grant of applica-
tions of Collier Electric Co. for point-to-point
microwave relay stations in Fort Morgan and
Sterling, Colo., and Sidney, Neb., to relay off-
the-air pickup of signals of Denver tv stations
to community ant. tv systems in Sterling, Colo.,
and Sidney and Kimball, Neb., provided that
Collier will lower its existing ant. tower in Sid-
ney from 745 ft. to a maximum height, includ-
ing height to tip of ant., of 512 ft. above ground
and denial of similar applications of American
Telephone and Telegraph Co.
FINAL DECISIONS
The FCC (1) denied petition by W MAY-TV
Inc., successful applicant in Springfield, 111., ch.
2 proceeding, to vacate order staying construc-
tion pending determination in deintermixture,
and (2) granted WMAY-TV Inc., a permit to
construct a station conditioned that operation
will be on ch. 36 in lieu of ch. 2 specified in the
application, subject to engineering conditions and
that acceptance by WMAY-TV Inc., of instant
grant shall be deemed to constitute a surrender
by it of all asserted rights with respect to ch.
2; construction to commence only after specifi-
cation authorization by the Commission follow-
ing submission within 30 days of all necessary
technical information with respect to operation
on ch. 36. Comrs. Mack and Craven abstained
from voting.
The Commission denied a petition by Sanga-
mon Valley Television Corp. for rehearing and
reconsideration of June 29, 1956, decision which
denied its competing application in above-men-
tioned proceeding. Comrs. Mack and Craven
abstained from voting. (Text to be printed by
GPO in weekly pamphlet.)
The FCC announced its decision of May 29
which (1) denied protests of WLYC Williamsport,
Pa., and WMLP Milton, Pa., and (2) reinstated
and affirmed Oct. 5, 1955, grant of application by
Williamsport Radio Bcstg. Associates, Inc., for
new am (WARC) on 1380 kc, 1 kw, D, in Milton,
Pa. Comr. Hyde dissented; Comr. Bartley dis-
sented and issued a statement.
Petitions . . .
WCOV-TV Montgomery, Ala. — Petition request-
ing amendment of sec. 3.606 to amend the Table
of Assignments by the adoption of either one
of the following alternative proposals: (1) that
a show cause proceeding be instituted against
WSLA-TV now authorized to operate on ch. 8
in Selma, Ala., to specify operation on ch. 58;
that, upon the conclusion of such show cause
proceeding, sec. 3.606 be amended by deleting
ch. 8 from Selma, Ala. and assigning it to Mont-
gomery, Ala.; and that a show cause proceeding
be instituted against WCOV-TV, now operating
on ch. 20 in Montgomery, Ala., to specify opera-
tion on ch. 8; or (2) that a show cause proceed-
ing be instituted against WSFA-TV, now operat-
ing on ch. 12 in Montgomery, to specify opera-
tion on ch. 26; that a show cause proceeding be
instituted against WSLA, now authorized to op-
erate on ch. 8 in Selma, Ala., to specify opera-
tion on ch. 58; that sec. 3.606 be amended so as
to delete the educational reservation from ch.
26, Montgomery, Ala. and make ch. 12, Mont-
gomery, an educational reservation; and that
sec. 3.606 be further amended by deleting ch. 8
from Selma, Ala. and assigning it to Tuscaloosa,
Ala. as an educational reservation.
KUTE-FM, WLDM-FM, WHOM-FM, WEAW-
FM, WMMW-FM, KRKD-FM, KMLA-FM, WFMF-
FM, WMUZ-FM, WMIT-FM, WCAU-FM, WWDC-
FM, KSON-FM, KDFC-FM, KITE-FM, WPEN-
FM, WHBL-FM — Petition requesting amendment
of sec. 3.293 so as to change the provision that
requires that the Subsidiary Communications
Authorization (SCA) convert their simplex op-
erations to multiplex by 7-1-57 and to provide
for issuance of SCA's on a simplex basis to ex-
pire oh 7-1-58, or a later date, and for such
other relief as may be necessary to permit fm
stations engaged in functional music operations
on a simplex basis to continue those operations
until such time as they are able to obtain and
install satisfactory equipment for conversion to
multiplex operation.
WAKR-TV Akron, Ohio— Petition requesting
amendment of sec. 3.606(b) to amend the Table
of Assignments so as to delete ch. 12 from Erie,
Penna., reassign it to the hyphenated communities
of Akron-Cleveland, Ohio, issue simultaneously
with the proposed rule making, an appropriate
order directing the petitioner to show cause why
its authorization for ch. 49 should not be changed
to ch. 12 and make other changes in existing
television assignments in the Erie, Penna. and
Clarksburg and Weston, W. Va. areas; In the
alternative, switch chs. 5 and 12 at Weston and
Clarksburg, W. Va. so that ch. 5 is allocated to
Clarksburg, W. Va. and ch. 12 to Weston, W. Va.
PETITIONS FOR RULE MAKING DENIED
WNAO-TV Raleigh, N. C— Petition requesting
amendment of sec. 3.606(b) of the Rules by the
issuance of rule making so as to delete ch. 5
from Raleigh, N. C. and add uhf ch. to be se-
lected by the Commission and reserved for edu-
cational use; also to reassign ch. 5 to Rocky
Mount, N. C. Supplement to petition of 6-28-56
requesting that the assignment to Raleigh, N. C.
be as follows: chs. 22, 28, 44 and 50.
WTVK-TV Knoxville, Tenn.— Petition request-
ing amendment of part 3 of the Rules by the
issuance of a rule making looking toward the
deintermixture of Knoxville, Tenn. and Spartan-
burg, S. C. by adding ch. 7 to Knoxville, Tenn.
It is also requested that the Commission issue
an order to show cause why petitioner's present
uhf assignment should not be changed to the
proposed vhf assignment.
Philipsburg-Clearfield Television, Clearfield,
Pa. — Petition to amend sec. 3.606 so as to allocate
ch. 3 to Clearfield, Pa.
WAYS (TV) Charlotte, N. C— Petition request-
ing amendment of sec. 3.606 by instituting rule
making so as to delete ch. 9 from Charlotte,
N. C, and to add in lieu thereof chs. 20 and 77.
INSTRUCTION
The Commission on June 5 directed prepara-
tion of a document looking toward denial of
petitions for rehearing, reconsideration and stay
of Commission's decision of March 6 granting
Crosley Broadcasting Corp. construction permit
for new tv on ch. 13 in Indianapolis, Ind., and
denying competing application of Indianapolis
Broadcasting Inc., WIBC Inc., and Mid-West TV
Corp.
Routine Roundup . . .
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of May 31
WILZ St. Petersburg Beach, Fla.— Granted mod.
of cp to change trans, location, type trans.,
specify studio location.
WSYE-TV Elmira, N. Y.— Granted mod. of cp
to change ERP to vis. 120 kw, aur. 60 kw, specify
studio location, change type trans, and for waiver
of sec. 3.613 of the rules.
KWJB-FM Globe, Ariz. — Granted extension of
completion date to 8-17.
Actions of May 29
Needles Community Television Club, Needles,
Calif., Gas City, Ariz. — Granted assignment of cp
to Needles Community Television Club, Inc.
KICA-TV Clovis, N. M.— Granted license for
tv station (ch. 12).
WLBT (TV) Jackson, Miss. — Granted license
for tv station (ch. 3).
KLRJ-TV Henderson, Nev. — Granted license
for tv station (ch. 2).
WEAU-TV Eau Claire, Wis.— Granted exten-
sion of completion date to 8-12.
Actions of May 28
WRTI-FM Philadelphia, Pa. — Granted cp to
change ERP to 790 watts, ant. height to 125 ft.,
make changes in trans, and change ant. system.
KHFI (FM) Austin, Tex. — Granted cp to change
ERP to 780 watts, ant. height to 52 ft., change
type trans, and ant. system.
KETV (TV) Omaha, Neb.— Granted extension
of completion date to 12-27.
Actions of May 27
KFLJ Walsenburg, Colo. — Granted mod. of cp
to change type trans., change studio location
and operate trans, by remote control.
WBIL Leesburg, Fla. — Granted mod. of cp to
change ant. -trans, location and change type trans.
WFDR Manchester, Ga. — Granted mod. of cp
to change ant. -trans, location and studio lo-
cation.
WGCS Arlington, Fla. — Granted mod. of cp to
change ant. -trans, and studio location.
K ACE Riverside, Calif. — Granted extension of
completion date to 7-10; conditions.
WHTG Eatontown, N. J. — Granted extension
of completion date to 10-24.
Broadcasting • Telecasting
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C.
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
<H I C A G O
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-6760
Page 110
June 10, 1957
CLASSIFIED ADVERTISEMENTS
RADIO
RADIO
RADIO
Help Wanted
Management
Growing eastern chain needs assistant managers
immediately. Prefer someone who is presently a
chief announcer, program director or salesman
with announcing background. All applicants
must be married, must have car, must be willing
to locate permanently in a growing organization.
Excellent salary and bonus arrangement. Promo-
tion to manager assured eventually. Send tape,
resume and photo to Box 590G, B«T.
General manager wanted for metropolitan mar-
ket. Must have sound sales experience in smaller
market. Ambitious for advancement. Write Box
761G, B'T.
North central major market station seeks ag-
gressive manager who can document successful
record in sales and station management respon-
sibility. Air Mail substantiating resume prelim-
inary to interview. Box 857G, B«T.
Hawaii. Radio sales manager. Write full quali-
fications. Box 920G, B«T.
Station manager wanted for Boston independent
station. Must have sound administrative, pro-
gramming and sales supervision experience. Sal-
ary plus generous incentive program commen-
surate with ability. Replies will be kept confi-
dential. Apply Box 937G, B-T.
General manager, must be financially able to
purchase 25% interest in powerful independent
in metropolitan market. Box 996G, B«T.
Sales
If you are between 25 and 30 with a year's sales
experience. We have an unusual opportunity to
insure your present and future. Unique chance.
Write Box 735G, B«T.
Sales manager and two experienced salesmen
for growing North Carolina chain, must have
proven record of sales, send full information and
picture to Box 893G, B-T.
Sales manager for single station market, 16,000,
south-south central. $100 weekly plus percentage
gross or net after three months depending re-
sults. Box 899G, B«T.
Experienced radio salesman for prosperous cen-
tral Pennsylvania market. Supply employment
record and minimum income requirements with
application. Box 940G, B«T.
Sales position with old established CBS affiliate,
market of 800,000. Guaranteed salary against
commission. Sales management position possible
within year if you can qualify. Send resume and
picture first letter. Box 946G, B»T.
Somewhere, perhaps in a neighboring state there
is a man who is ready to move to a larger mar-
ket. We're only 100 miles from Hollywood. If
you can sell, not clerk, if you're aggressive, if
you like to work, if you can bill $3,000 a month
and can prove it by your present billing write,
tell all, include picture. Box 972G, B«T.
Experienced salesman wanted immediately for
1000 watt independent. We'll pay well for proven
ability. Box 992G, B«T.
Hustling sales manager wanted immediately for
established kilowatt daytimer. Contact Bob
Morey, KDKD, Clinton, Missouri.
Salesman for fast growing station in good re-
gional market. Salary plus commission. All re-
plies given full consideration. KFRD, Rosenberg,
Texas.
Salesman: Salary plus commission. Car necessary.
Send full information, photo, references and tape
to KSCB, Liberal, Kansas.
Intermountain west, 5000 watt network station has
excellent opportunity for radio salesman. Must be
stable and approved producer, KSEI, Box 31,
Pocatello, Idaho, phone 4000.
Help Wanted— (Cont'd)
Sales
Opening new station, splitting personnel. Need
one salesman, one announcer, one announcer-
engineer. Radio Station KVOU, Uvalde, Texas.
Sales manager or program director. Permanent,
excellent opportunity with good future. No drink-
ers or floaters need apply. Radio Station KWOC,
Poplar Bluff, Missouri, A. L. McCarthy.
Salesman-announcer, western Michigan daytime
independent needs experienced key-man. Salary
plus commission. Good pay for a good man!
Write or wire Joe Butler, WKLZ, Kalamazoo.
We have interviewed dozens of men but are still
looking for the salesman we want. If you can
do a good job for an NBC owned station in a
rich market, write, wire or phone Gustav Nathan,
WKNB, West Hartford 10, Conn.
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date;
• SITUATIONS WANTED 204 per
word
$2.00 minimum
• HELP WANTED 254 per word
$2.00 minimum
• All other classifications 304 per word
$4.00 minimum
• DISPLAY ads #15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Account executive for music-news, guarantee
$125.00 per week (not draw) or 15 percent which-
ever is greater. No ceiling on earnings. Top
Pulse station. No restricted list. Easy to make
$12,000 year. Send full information to WLLY,
Richmond, Virginia.
Announcers
Wisconsin news, music station wants first ticket
combo man. Box 716G, B«T.
Girl disc jockey. Must have personality and abil-
ity. Air and other work in station. Box 778G, B»T.
Combo, man, 1st phone, emphasis on announc-
ing $85 per week. Minnesota station. Box 853G,
B«T.
Experienced negro dj with good voice and per-
sonality wanted by a leading negro station. Send
tape with resume. Box 923G, B»T.
Excellent opportunity for all-around radio and
tv announcer. Strong on play-by-play. Must have
five years experience. One of top 30 markets in
country, 3rd in Pennsylvania. Send resume, tape
and picture first letter. Box 945G, B«T.
Job with a future for qualified staff announcer
with several years deejay experience Illinois kil-
owatt independent. News writing ability help-
ful. Liberal bonus, other fringe benefits, personal
interview necessary. List age, education, experi-
ence in detailed resume. Box 822G, B«T.
Top station major market looking for personality
deejays. Good pay for real producers. Send tape,
resume and picture to Box 981G, B>T.
Help Wanted— (Cont'd)
Announcers
Opening for first class announcer-engineer at 5
kw independent. Also need radio time salesman:
substantial guarantee, high commission. For
either position send recent photo, qualifications,
and if possible taped voice sample. KCHJ, P. O.
Box 966, Delano, California.
Immediate opening for good experienced an-
nouncer with excellent voice, capable of modern
fast pace music and news with good commercial
selling ability and production of sports. $85.00
week. Send tape, photo and resume. KCMC AM-
FM, Texarkana, Texas.
Announcer-radio really good dj and staff man,
will pay salary requirements right man. Smaller
market, long established good network station,
exceptionally pleasant little city of 18,000, good
conditions, prefer midwesterner, must be thor-
oughly experienced and good. Send tape and
letter with employment record, no letters an-
swered without tape. Tapes returned promptly,
letters held in confidence. No phone calls, ad-
dress Manager, KATE, Albert Lea, Minnesota.
Need immediately pop dj -music director for
central Kansas outstanding 1,000 watt music-
news. Town of 42,000 you'll like. Salary open,
talent paid on personal appearances. Expanding
organization wants an experienced air man cap-
able of growing into management. Airmail com-
plete background, photo, taped commercials, ad
libs and news. J. D. Hill, KWHK Hutchinson,
Kansas, "Where Agriculture and Industry Meet."
Tampa's most influential radio station needs a
young, production-minded crackpot. WALT offers
an opportunity for a live-wire announcer, pro-
duction-man in a position of growing importance.
Send tape, resume, photo to Production Manager,
WALT, Tampa, Florida. State base salary require-
ments.
Wonderful opportunity for announcers with fun-
damental broadcast experience. Favorable work-
ing conditions. Send tape, photo and resume to
Radio Station WARK, CBS, Hagerstown, Mary-
land.
Are you an experienced radio man with a top
quality voice? If so, you're the man we're look-
ing for. Brand new operation on the air soon.
Salary commensurate with voice and ability.
Rush your tape and letter to WDOL, P. O. Box
429, Athens, Georgia.
Experienced combo man, accent on announcing,
workable knowledge of engineering, first phone.
Job pays $100 a week. Send tape and resume to
WHUC, Hudson, New York.
Good pay for the right man. Must have good
voice, able to ad-lib, with plenty of sell, quality
and production conscious, collect and write news,
write commercial copy, must be absolutely de-
pendable, must be full of enthusiasm and have
excellent character. Send full resume, tape and
salary requirements or apply in person to Mon-
roe MacPherson, WION, P. O. Box 143, Ionia,
Michigan.
Successful midwest kilowatt has opening for
general staff and news announcer. Qualifications:
pleasant voice; flub-free delivery; sufficient ex-
perience to handle job in serious, professional
manner. Complete resume with references, photo
and tape to WMIX, Mt. Vernon, Illinois.
Experienced newsman needed now for 10 kw
station. Gather, write, air local news. Some gen-
eral announcing. Good opportunity for right man.
Send tape, resume to WPAQ, Mount Airy, N. C.
Announcers wanted for new station in beautiful
Florida community. Must have first class license,
do not apply unless you are experienced and
capable of good straight announcing. Rush tape
and details to Rex Parnell, Station WTHR. Edge-
water Gulf Beach, Panama City, Florida.
Announcer-engineer with first phone. Moder
conditions. Soon 5,000 watts. Contact immedistily
General Manager, WWHG. Hornell. *\ev.'
Announcer for local station in Georgia— coLege
town. Send tape, details to WWNS. statasboro.
Georgia.
NO MATTER HOW
you look at it, a classified ad on this page is your
best bet in getting top-flight personnel
Broadcasting • Telecasting
June 10, 1957 • Page 111
RADIO
RADIO
Help Wanted— (Cont'd)
Technical
Two first class engineers, no announcing. Excel-
lent working conditions. Salary commensurate
with experience. Permanent positions. Immediate
opening. Central Pennsylvania. Box 626G, B-T.
Engineer to cover several states, installing and
servicing specialized audio devices. Good salary
plus expenses. Transportation supplies. Applica-
tion should include list of experiences and ref-
erences. Personal snapshot must be included (not
returnable). Box 775G, B-T.
Chief engineer for complete charge of southeast-
ern 1 kw daytimer. Present chief leaving after
seven years to enter own business. Excellent op-
eration desiring experienced first class engineer
with interest and proven ability in engineer-
ing. Starting up to $125.00 per week depending
on ability. Complete resume and references first
letter. Box 924G, B-T.
Engineer-announcer with first class ticket and
ability to write and air local news. $110 for 42-
hour week. Midwest. Box 942G, B-T.
Chief engineer, midwestern university, prefer
E.E. grad. with experience in radio and Vidicon
television. Salary $5000-$6000 depending upon
qualifications. Send detailed resume. Box 963G,
B-T.
250 watt, AM station in pleasant New England
community. Stable 20 year old station planning
all new facilities. Seeks chief engineer with at
least 3 years AM operating experience, capable
of assisting in planning, installation and opera-
tion of all-new antenna and remote control trans-
mitter equipment. An interesting challenge with
proper remuneration to the right man. Box 971G,
B-T.
Combo man — must have first phone some hillbilly
and/or pop experience. Excellent opportunity,
top company, Box 989G, B-T.
Wanted: Man with first-class phone for engineer
position with small radio station. If interested
write. Manager, P. O. Box 950, Dillon, Montana,
stating qualifications and salary.
First phone combo, strong on announcing. If
you want a permanent position, chance for ad-
vancement, friendly midwestern neighbors, ami-
able fellow employees, new building to work in,
good salary, wire immediately, KCIM, Carroll,
Iowa.
Hams attention! If you have first class ticket,
can announce, want big future local radio in
untapped market, write, wire, phone, Lee Small-
wood, Chief Engineer, KCRE, Crescent City,
California. Station changing frequency, increas-
ing operating hours, emphasizing local program-
ming, northwestern California independent.
Chief engineer new 500 watt daytime Long Is-
land, New York, KNLW, equipment installation
immediate, Mohawk 9-8348.
Wanted immediately, engineer for chief engi-
neer's position at 250 watt northern California
station. Must have first class license and have
some announcing and board experience. Good
salary. Contact KUKI, Ukiah, California.
Chief engineer with good announcing voice. Must
be able to maintain composite equipment. Send
full details and tape. KWG, Stockton, California.
Wanted immediately, first class engineer for kil-
owatt daytime. Contact Charles Erhard by mail
or phone 4-31381, WACB, Kittaning, Penna.
Immediate opening for first phone technician.
Must have car. Permanent position. Contact at
once, Frank Laughlin, WGEM - AM - FM - TV,
Quincy, Illinois.
Wanted: Engineer with good hands and a head
on his shoulders who likes broadcasting. I of-
fer you: adequate pay, a congenial and under-
standing boss, and a challenging job with a
small-market 5000-watt full-time station. Ex-
perience desirable but not essential. Contact:
Chief Engineer, WCOJ. Coatesville, Penna.
First phone engineer-announcer for permanent
position with progressive newspaper owned am
and fm station located in heart of northern Indi-
ana's lake region. Interested men may call col-
lect. Fred Gesso, WRSW, Warsaw, Indiana.
First class engineer for 5 kw am transmitter.
Immediate opening with a top NBC station. Con-
tact Allan Burgess, WSYR, Syracuse, New York.
Phone Granite 1-7111.
Chief engineer to locate 25 miles south of Miami,
Florida, near the Florida Keys, world famous
fishing grounds and the nation's finest climate.
Plenty of recreation and relaxing in the sun but
will expect some work for we are opening a
new station; must be able to construct and be
responsible for operation when on air. If can
announce will help, contact at once. South Dade
Broadcasting Co., Box 502, Homestead, Florida.
Merritt Hilliard, Mgr., phone Circle 7-1345.
Help Wanted— (Cont'd)
Programming-Production, Others
Radio copywriter wanted by top southwestern
station. Must be professional. Box 753G, B-T.
Continuity writer for large independent station.
Excellent salary. Box 779G, B-T.
Where are the good publicity and exploitation
men? We need the kind with ideas coming out of
his ears! This is a major midwestern 50,000 watt
indie. Rush details to Box 993G, B-T.
Wanted for immediate opening, a combination
sports and program director. Starting salary for
qualified man $350 per month. Send audition
tape, photo and resume to Radio Station KBMN,
Bozeman, Montana.
Local station, emphasizing local programming,
needs newsman-salesman, untapped market, un-
limited sales, all-around radio man wanted, ham
operator preferred. Contact KCRE, Crescent City,
California.
Experienced news man with good voice and de-
livery. Send tape and resume to Program Di-
rector, KREM, Spokane, Washington.
Copywriter. Experienced. Write to WEOK, Pough-
keepsie, New York.
Young woman continuity writer. Immediate
opening, qualified by experience or college train-
ing in journalism or radio speech, write adver-
tising copy. Fulltime, must be proficient typist.
Personal interview required. WKAN, Kankakee,
Illinois, 36633.
Experienced newsman for growing news opera-
tion covering four counties. Send resume and
tape to WLNA, Peekskill, New York.
Young man with broadcasting experience and in-
terest in creative work in radio and film, for
instruetorship, Department of Journalism and
Communications. Washington and Lee University.
Write to O. W. Riegel, Box 925, Lexington, Va.
RADIO
Situations Wanted
Management
Sold on radio and selling it. Proven ability to
train and manage staff as a close-knit, productive
unit. Salesman for seven years, last two as sales
manager and manager of 5 kw. Family man, 31.
Present income $9100.00. Manager or commercial
manager. Prefer midwest or southwest. Refer-
ences. Box 885G, B-T.
Consistent sales builder wants management of
eastern medium-small station, 14 years experi-
ence, all phases radio-tv. Box 904G. B-T.
General manager: Man with proof of ability to
build ratings, increase sales, and show profit in
competitive market. Now employed but wants
change. $20,000 minimum. Box 925G, B-T.
Station sold, manager needs job, Illinois, Mis-
souri, Indiana, 34, married, 10 years radio. Box
951G, B-T.
Manager. Young, aggressive, experienced. As-
sistant manager, metropolitan independent, ready
for advancement. Medium market, metropolitan
station. Best references: past, present employers.
Box 954G, B-T.
Successful manager, age 34, midwest medium
market, billing exceeds V* million, available im-
mediately. Strong in sales, proven record, top
references. Box 957G. B-T.
General manager or station manager position.
Now commercial manager. 1st phone, good voice,
family man. 9 years experience. Give me de-
tails, non drinker, civic minded. Box 967G, B-T.
Manager-chief engineer. 15 years experience am-
fm and tv including extensive administrative
background at network center and smaller sta-
tions. Prefer east coast area. Box 984G, B-T.
Ideal small market manager. Experienced man-
agement, programming, sales. Details, references.
Box 985G, B-T.
Situations Wanted — ( Cont'd )
Sales
Experienced salesman-announcer seeks California
opening. Write Box 926G, B-T.
Eight years experience all phases. Veteran. Pres-
ently sales-promotion manager with progressive
kilowatt independent. Seeks advancement. Tape,
resume, photo upon request. Available imme-
diately. Box 927G, B-T.
Young, aggressive, personable. Desires combi-
nation sales — sports play-by-play. For tape and
further information write Box 941G, B-T.
Sales manager, experienced announcer, news-
caster, 1st ticket, married, veteran, dependable.
Box 964G, B-T.
Young woman, 5 years in radio sales. Experienced
in all phases of radio. Degree in advertising.
Seeking position as sales manager of small live
wire independent. Excellent references. Box
988G, B-T.
Announcers
Negro dj, versatile, all phases. Good board opera-
tor, travel. Box 874G, B-T.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please.
Go anywhere. Box 875G, B-T.
Girl-personality, dj. run own board, eager to
please. Free to travel. Gimmicks and sales. Box
877G, B-T.
Play-by-play, staff 3 years experience. Northeast
or midwest. Air check. Married. Box 916G, B-T.
Exceptionally fine newscaster; commercial an-
nouncer. Versatile all phases of announcing.
Board. Limited experience. Bachelor of Speech
Degree. Prefer Wisconsin, Minnesota or Michi-
gan. Consider everything. No phony; diligent
worker. Tape on request. Box 922G, B-T.
Experienced announcer, presently employed,
desires to move up, interested in working for
progressive station in the vicinity of Virginia-
North Carolina. Box 928G, B-T.
Experienced staff-pop deejay. Absolutely no ra-
cial accent, negro. Successful with public in
southern border state. Positive will be even more
successful with public in Great Lakes, east, mid-
west, Canada. Desire city, population no less
than 40,000. References. Box 932G, B-T.
Smooth mature announcer, know good music and
production. Request personal interview. Fully
experienced, details on request. Box 934G, B-T.
Announcer, married, veteran, college degree, one
year experience, strong on play-by-play and
news. Experienced in copywriting and news writ-
ing. Box 935G, B-T.
Highly-rated dj in metropolitan market near
New York seeks major market dj opening pref-
erably east coast. 3 years experience. Box 959G,
B-T.
Here's a switch! General manager, salesman,
program director wants to trade desk for micro-
phone! Excellent newscaster. Cordial interviewer.
Six years reading and adlibbing spots that sell.
Seasoned. Married. Relocate August. $100.00 mini-
mum. Professional organization send now for
tape and story. Box 961G, B-T.
Morning-staff man. Two years at top midwestern
kilowatt. Ready for advancement. Married, vet.
Box 965G. B«T.
10 years announcing sports-news. Interested
progressive station. Available immediately. Box
966G, B-T.
All-round staff announcer. Family man, strong
on news, pop and gospel. Also hillbilly character
voice. Box 968G, B-T.
Fast paced dj with three years experience good
commercial, family. Box 953G, B-T.
College grad. SRT trained. Strong on news com-
mercials, classics. Board operation. Box 973G,
B-T.
Combo man relocated on West Coast, would ap-
preciate hearing from stations interested. Avail-
able immediately. Box 977G, B-T.
DJ morning, 3 years experience, radio school
trained. 2 years college, 27, single. Also parttime
sales desire N. J., Conn., other replies considered.
Box 979G, B-T.
Sports director, play-by-play, news, sales. Two
years present location, desire bigger market.
Box 982G, B-T.
Page 112 • June 10, 1957
Broadcasting • Telecasting
RADIO
TELEVISION
TELEVISION
Situations Wanted — (Cont'd)
Help Wanted
Announcers
Announcer, 10 years solid commercial experience.
Interested all offers anywhere. Box 983G, B-T.
Country and western deejay with first phone.
Thoroughly experienced. Can also handle news
and staff announcing if needed. Young, married.
Cities over 100,000 only. No maintenance. Box
987G, B-T.
Vet, 25, desires immediate position as staff an-
nouncer in Penna., Ohio, W. Va. Minor experi-
ence, tapes available. Box 997G, B-T.
Announcer — 4 years experience all phases. Strong
on sports, play-by-play. Good references. Avail-
able immediately. Al Cooper, 5910 Webster Street,
Phila., Penna., GR 6-3548.
First phone announcer. Former Air Force com-
munications officer, married, Florida college
graduate, seeks Florida position. Tape from Bill
Draper, 24 Lee, Rockville Centre, New York.
News, sports, dj — Experienced, radio and tele-
vision, college graduate, Harvard. Vacationing
in San Francisco. Will relocate, George Hershey,
General Delivery, San Francisco, California.
Technical
1st phone man (negro). No experience, student-
to-be in L,. A. Raleigh Sapp, 4933 Minn. Avenue,
N. E., Washington, D. C.
Programming-Production, Others
Experienced women's director, some tv. Versatile,
strong sell, community relations — well versed
other station functions. Wishes to relocate with
progressive organization, larger market. Profes-
sional growth potential important. Box 742G, B-T.
Ambitious, young talent with ideas, looking for
bottom of the ladder to top radio production
position in larger market. Married, college gradu-
ate, 21, five years experience in medium market.
Permanent. Will travel anywhere. Box 949G, B-T.
Program director — 15 years experience, radio-tv.
Married, want permanency. Also specialize
sports, special events. Box 960G, B-T.
Radio playwright-author-producer and news di-
rector. Original 15-minute plays or serials based
on local history a specialty. Sober, no drifter, ref-
erences. Box 980G, B-T.
Experienced copywriter. Available immediately.
Full resume and sample copy on request. Box
986G. B-T.
TELEVISION
Help Wanted
Management
Sales manager with energy and ideas can go far
in this job with vhf in rich southwest market.
Box 749G, B-T.
Promotion manager VHF television only, Denver.
Prefer TV promotion experience in west. Sub-
mit qualifications and salary to Box 865G, B-T.
Sales
Hard-working commercial manager for estab-
lished vhf station in one of Texas' fastest grow-
ing markets. Box 750G, B-T.
Television sales. Salesman, young, personable,
free to travel, sell special television promotion
package. Expenses during training, commission
when qualified. Give previous selling experience
and as many particulars as possible. Please en-
close recent snapshot. Box 755G, B-T.
Salesman, television. Active account list of local
and area clients. Position open immediately.
Base and incentive plan. Old established opera-
tion with excellent network, facilities and wide
acceptance. Southern area. Give complete story
with photograph, first letter. Box 817G, B-T.
Experienced salesman with good record to join
happy, well-paid staff, Iowa, full power, VHF,
CBS high-rated operation. Box 848G, B-T.
Have sales and announcing position open at VHF
Network station. Located in one of the fastest
growing sections of the southwest. Contact Box
910G. B-T. for full particulars.
Broadcasting • Telecasting
Announcers
Announcer. Pennsylvania station wants man for
on-camera and booth work. Good salary for the
right applicant. Send photo and resume to Box
847G, B-T.
Television-radio announcer with quality voice,
pleasing appearance and ability to sell product.
Texas stations. Box 748G, B-T.
Producer-announcer with ideas, energy. Texas
station. Box 752G, B-T.
TV announcer for staff expanding midwest tele-
vision station. Must have radio experience. Send
full information, including photo and salary re-
quirements, to Program Director, Post Office
Box 470, Rockford. Illinois.
Announcer with sell ability with several years
experience needed for capital city of Wyoming.
Progressive organization, $85 a week to start.
Contact Keith Ashton, Chief Announcer, KFBC-
TV, Cheyenne, Wyoming.
Florida vhf seeking announcer-director with
commercial television experience. Position avail-
able immediately. Top pay for right man. Tape,
brochure, picture to Program Director, WCTV,
P.O. Box 3166, Tallahassee, Florida.
Technical
Transmitter engineer for mid-west station. One
of nation's top stations. Salary, vacations, other
benefits above average. Finest equipment. Ra-
diotelephone First License required. State ex-
perience, education, and provide a recent snap-
shot. Box 800G, B-T.
Immediate opening for first phone technician.
Must have car. Permanent position. Contact at
once, Frank Laughlin, WGEM - AM - FM - TV,
Quincy, Illinois.
Programming-Production, Others
Director-announcer with dependability and orig-
inality. Must be able to switch. Box 746G, B-T.
Film editor with good background. Texas vhf.
Box 747G, B-T.
Continuity writer, television-radio experience.
Must be able to turn out copy with speed, imag-
ination. Box 751G, B-T.
Director-announcer, midwest NBC-TV affiliate,
medium market. Emphasis on direction. Send a
photo and resume to Box 851G, B-T.
Midwest VHF television newsroom needs news-
man and sports director. Both do air work. Send
pictures, tape and details. Box 929G, B-T.
TELEVISION
Situations Wanted
Management
General manager available. Now operating suc-
cessful UHF in VHF market. Strong on sales,
programming and all departments. Background
includes successful radio and TV management.
Prefers south or southwest. Box 948G, B-T.
Operations manager, assistant manager, or de-
partment head. Thorough television experience,
small, medium, major markets — commercial pro-
duction, programming, promotion, station opera-
tion. Excellent references. Employed. Box 955G,
B-T.
Successful radio manager age 34, desires transi-
tion into tv. Salesman. Proven sales record in
radio. Now in midwest medium market. Available
immediately. Top references. Box 958G, B-T.
Administration. Female. 7 years tv experience.
Strong national sales background with sound
programming ability. Record available upon re-
quest. Top references. Prefer southwest. Box
976G, B.T.
Sales
Creative salesmanship, not hot air. 30 years old,
university graduate with a background that in-
vites comparison. Top performance record with
7 years experience in medium and major mar-
kets. Wish to relocate in competitive market,
west coast. Box 930G, B&T.
Eleven years sales, including three sales man-
ager. Good record, best references, family, ac-
tive in community affairs. Can make you money.
Box 974G, B-T.
National sales manager. Female, 7 years tv ex-
perience. Proven record. Excellent references.
Box 975G, B-T.
Situations Wanted — (Cont'd)
Announcers
Sportscaster, 9 years experience, radio-tv. Wants
major market shot. Top tv-radlo play-by-play
all sports, MC, public relations, news, prefer
radio-tv combo. Family, vet, college grad., cur-
rently employed. Top references, sof audition,
tapes on request. Box 861G, B-T.
Top-flight tv commercial announcer desires posi-
tion large midwest market. Box 931G, B-T.
Programming-Production, Others
Alert news photographer, experienced all phases
television photographic production, editing, news
writing. Organizational ability. Wishes to pro-
gress with expanding tv station. Box 860G, B-T.
Young woman, college graduate, 10 years ex-
perience radio-tv traffic and operations manage-
ment, wishes to relocate with progressive tv
station in larger market. Box 863G, B«T.
Television work desired. Many years radio. Trav-
el for interview. Box 921G, B-T.
Producer: Congenial and creative, will work with
staff for top local productions. Radio and tele-
vision experienced. Box 933G, B-T.
Director: Third year 2 million market vhf.
Seven years "live" tv-radio announcing. Single,
27, degree. Box 936G, B-T.
High "caliber" director, gunning for better posi-
tion. Young, versatile, talented. Box 939G, B-T.
Operations manager, assistant manager, depart-
ment head. See advertisement under "Manage-
ment." Box 955G. B-T.
Solid experience all phases radio-tv news.
English Degrees, resonant voice. Now in major
market's leading radio-tv. Want challenge, re-
sponsibility in news operation. Box 962G, B-T.
Newsman, two years radio. Would like tv or
combination operation. Television trained, Mast-
ers in Journalism, veteran, 29, single. Box 970G.
B-T.
:xk:
DOC
Making Friends . . .
Influencing People
Employers like our prompt
friendly service. They look first
to BROADCASTERS for solu-
tion of every personnel problem
because each candidate's qualifi-
cations are clearly set forth in a
professionally prepared resume
and report of reference inves-
tigation. Each candidate has
been carefully screened by
specialists who KNOW radio
and television.
Placement clients soon be-
come our friends. They like the
personal attention we give to the
furtherance of their careers,
our lower fees and ready
willingness to WORK in their
behalf.
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
HOWARD S. FRAZIER, INC.
333 Trans-Lux Bldg.
724 Fourteenth St.. \. W.
Washington 5. D. C. 4
— V"
June 10, 1957
Page 113
FOR SALE
Stations
Midwest, daytime station, single station market,
$48,000 full price, $18,000 cash, balance terms. Box
841G, B«T.
Single station small market middle south $40,-
000 total price, some terms. Paul H. Chapman
Company, 84 Peachtree, Atlanta.
Sold. 40% of all the broadcast stations listed with
this agency since its establishment. Private, con-
fidential service. Ralph Erwin, Broker, Tulsa.
Far northwest, 250 watts, market of 41,000 net-
ting 18% on $45M, 5V2 acres, 50 x 30 building,
205 ft. tower. Price $58,000 with $19M down and
$350 month. Owner will stay reasonable time as
manager, if wanted. Our No. 9906. May Brothers,
Binghamton, New York.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion, based on oper-
ating our own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Florida medium size market with balance be-
tween industry, government services and tourist
trade. Profitable. $100,000 total price. Paul H.
Chapman Company, 84 Peachtree, Atlanta.
Equipment
For sale: 12 kw GE uhf transmitter, frequency
modulation monitor. Unusual opportunity. Box
734G, B-T.
Tapak, portable recorder, hardly used, price
$250 cash. Box 842G, B»T.
Raytheon 250 watt transmitter tubes and crystals
for 1400 kc, excellent condition. Raytheon con-
sole to match. Two CB-11 Gates turntables like
new. 300 feet coax cable, enough strand for a
200' tower. Did not get CP. Will sell all for $2,100.
Box 994G, B«T.
For sale: Gates 1,000 watt transmitter, used 2
years in daytime station; Gates monitors; 225
foot tower, with lights and light controls, now
standing; co-ax cable, 1 RCA turntable with
pick-up and filter; 1 cabinet back; one open
rack; one PO 3 RCA remote amplifier; Altec
limiter; monitor speakers and cabinets and other
miscellaneous items. Write WDOR, Sturgeon
Bay, Wisconsin.
1954 model Gates remote control unit, complete,
$1300.00. Following items on best offer basis; 1
Gates tower choke, Cat. #M-3936 (3 section); 1
Gates antenna coupler. Cat. #44 (minus meter);
1 diode type rectifier for remote antenna meter;
approximately 800 lbs. #8 soft drawn bare copper
salvaged radials, good condition; tubes, 4-802,
3-872A, and 3-814. Contact WDSR, Lake City,
Florida.
Mobile Broadcast Studio. Converted air-line bus.
Completely equipped. Reliable range 20 miles.
WEOK, Poughkeepsie, N. Y.
For sale: one new Bliley Electric Company crys-
tal, plug in type to fit transmitter for 1570 kc,
type number BH8, serial number 554. Also, one
1570 crystal for General Radio Company fre-
quency monitor. Will sell both for $120.00. Write
P. O. Box 644, Brookhaven, Miss.
WANTED TO BUY
Stations
Attention owners of radio stations. I will pur-
chase a fairly priced radio station. Box 938G,
B»T.
Principal with radio and financial background
interested in midwestern radio properties in
primary and secondary markets. Inquiries direct
from owner only will be given fullest considera-
tion on a cash or term basis, provided however
price is realistic and predicated on sound busi-
ness basis. No brokers please. Box 950G, B«T.
Texas broadcaster has down payment for small
southwest radio station. Replies confidential. Box
978G, B«T.
WANTED TO BUY— (Cont'd)
Cash buyers for 250 watts in Maryland, Penn-
sylvania, Florida; 500 watts Florida, New York;
1000 watts Colorado. Non-publicity guaranteed.
May Brothers, Binghamton, New York.
WANTED TO BUY
Equipment
Wanted — two Collins antenna rings for low end
fm band and for 1%" line mounting. Rings with-
out line or with damaged insulator can be used.
State price, condition and actual location. Box
944G, B-T.
Wanted, Channel 12 6 bay antenna, or will con-
sider RCA high "band 6 bay antenna for chan-
nel change. Contact Bill Kolb, KVSO-TV, phone
3030, Ardmore, Oklahoma.
Wanted — Coils, capacitors and rf change over
relays for building a 5 kw phasor on 1390 kc.
Send list of what you have with prices. WEAM,
2041 Wilson Blvd., Arlington, Va.
INSTRUCTION
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
SERVICES
Resume trouble? Do-it-yourself resume kit will
assist you find the position you want. Profession-
ally designed to form six attractive brochures.
Ready to mail as soon as you enter your per-
sonal data. Only $2.00, Sterling, 192 North Clark
Street, Dept. 5, Chicago 1, Illinois.
RADIO
RADIO
Help Wanted
Announcers
NEGRO DJ— SALESMAN
Progressive station in major midwest mar-
ket with large Negro population looking
for well experienced DISC JOCKEY who
can sell and service his own air time.
Must be forceful air-personality, good
salesman, working hard long hours. Ex-
perience in announcing and selling es-
sential. Opportunities unlimited — right
man can earn over $15,000. Mail full par-
ticulars and audition tape to
Box 911E, B-T
Sales
□□□□□□□□□□□□□□□□□□□□□□□□□□□□□a
I SALES ENGINEERS §
g Broadcast equipment manufac- °
□ turer has immediate openings for □
□ sales engineers to travel and call □
g on radio stations in following ter- g
□ ritories ;
Mountain States
Southeast
Midwest
] Salary, expenses and incentive bo- §
□ nus system provides high earning n
□
D
] potential for aggressive sales-mind- □
g ed individual. Technical hack- q
□ ground essential. Permanent posi- □
□ tion. Manv company benefits. Send □
□ □
□
resume.
BOX 990G, B*T
□ □
□□□□□□□□□□□□□□□□□□□□□□□□□□□□□D
Help Wanted— (Cont'd)
Sales
ooooooooooooooooooooooooooooog
8 SALES ADMINISTRATION §
o o
q Broadcast equipment manufacturer q
q has openings in important sales §
§ positions in home office. Applicants §
O should have top knowledge of O
O equipment field combined with O
u deep interest in sales. Travel occa- u
O sionally. Technical background es- o
q sential with ability to coordinate q
O and inspire. Excellent opportunity §
§ for growth with top company. Good §
§ salary and ideal living conditions ©
O in midwest community. Many com- O
O pany benefits. Send resume. O
§ BOX 991G, B-T §
o o
TELEVISION
Help Wanted
Sales
TV SALES
Excellent Income
Local-regional position available
within 3-6 weeks and you should
be available within that time.
Major network station, excellent
market, eastern. Salary and com-
mission. Send full details and in-
clude photo.
Box 816G, B»T
Announcers
IMMEDIATE OPPORTUNITY AVAILABLE
for a top-notch television newscaster in a
major midwest market. Must have dynamic
on-the-air PERSONALITY. Send resume and
kinescope.
Box 947G, B«T
TELEVISION
Situations Wanted
Programs-Production, Others
I miiuin mmrnmnnttiiwit mm iiEi 11 nmuBmnuTHui un it! umi nmucnutHnimiJim 111 in in in n 1
PRODUCTION MANAGER
I Seeks flexible opportunity in solid operation.
I Married, 33, two children, college degree.
1 Intimate working acquaintance all phases of
I studio and remote tv production. Have writ-
| ten, coordinated and produced wide variety
I of live production. Radio and tv continuity
I experience covers ten years, major accounts,
j On air work has included average range of
j duties, commercial and news in particular, j
I Heavy responsibility in personnel and public I
I relations capacity during past seven years, f
I If this background can be utilized in your |
1 "Solid" operation, contact Box 943G, B»T. |
111 11111111 1 1111111 niiiiimiiiiwi mbiiiiiiiiiiwiiiiiiiiii 1 iiiii 1 1
Page 114 • June 10, 1957
Broadcasting • Telecasting
TELEVISION
Situations Wanted
Programming-Production, Others
YTTYTTTTYTYTYTTYTTTTTYYTYVTTYYTYTYT •>
PROGRAM
DEVELOPMENT
Agency man has ideas for TV pro-
grams. Interested in independent
production in New York area; like
to discuss collaboration with some-
one now active, experienced in
medium and market. Can contrib-
ute to costs.
Box 952G, B*T
AAAAAAAAAAAAJ
FOR SALE
Stations
Single station market near
playgrounds. Priced at gross
$50,000.
PAUL H. CHAPMAN COMPANY
STATION BROKERS
84 PEACHTREE • ATLANTA
FOR SALE
Equipment
TEN AMPEX 350 RECORDERS
AVAILABLE FOR JUNE DELIVERY
ALL NEW— FACTORY PACKED
Rack Mounts, Portables, consoles
At regular Net Prices
Write or call collect to:
HIGH FIDELITY UNLIMITED
935 EL CAMINO REAL
MENLO PARK, CALIFORNIA
DAVENPORT 6-5160
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
INSTRUCTION
SELECTED
ANNOUNCERS
AVAILABLE
Trained, reliable men and women, gradu-
ates of the School of Announcing are in-
terested in acquiring experience. Com-
plete information including audition
tapes sent on request. Let us help you
find the right man for your staff. There
is no charge for this service. Write or
phone
SCHOOL OF ANNOUNCING
5840 Second Blvd.
Detroit, Mich. BR 3 0001
MILESTONES
CREI Marks 30th Birthday
CAPITOL Radio Engineering Institute,
Washington, D. C, last week celebrated its
30th anniversary with a banquet at the May-
flower Hotel. The institution with both resi-
dence and correspondence divisions was
founded June 1, 1927, by E. H. Rietzke,
who had developed the first "vacuum tube
course" for U. S. Navy's Advance Radio
Materiel School. The resident school now
numbers 500, with students from 22 for-
eign countries, and correspondence enroll-
ment exceeds 14,000. The anniversary ban-
quet, addressed by CREI President Rietzke,
George Bailey, executive secretary of the
Institute of Radio Engineers, and by Dr.
Henry Armsby, chief for engineering edu-
cation of the U. S. Office of Education, was
attended by representatives of industry,
goverment and the student body.
► Tom Harmon, sports director, KNX
Hollywood and Columbia Pacific Radio
Network, on May 21 broadcast his 1,000th
edition of Texaco Sports Final (Mon.-Sat.,
5:30-5:45 p.m. EDT).
SERVICES
WE BUY YOUR FILMS
If your tv station does not have the
proper personnel to buy your own
motion pictures, contact us for this
specialized service. We will buy and
book your film programs. We are
showmen who know how to get the
most out of each booking. No sta-
tion is too small or too large for
this service. International Releas-
ing Corp., 1445 North Las Palmas
Ave., Hollywood 28, Calif. Holly-
wood 3-2328. Sam Nathanson.
► KBIG Avalon, Calif. (Los Angeles) cele-
brated its 5th birthday, June 1.
► Essie Rupp, director of music and con-
tinuity, WCKY Cincinnati, was initiated
into station's 20 Year Club, composed of
active employes with 20 years or more
of service. She was presented with a $1,000
savings bond at special luncheon.
► When a Girl Marries (ABC, Mon.-Fri.,
10:30-10:45 a.m. EDT) marked its 19th
year on network May 27.
THRIFTY Drug Stores and KLAC Los
Angeles, have begun a celebra-
tion of their 10-year association.
Opening a two-week promotion of the
event are (1 to r) Morton Sidley, gen-
eral manager of KLAC; Mortimer
Hall, station president; Manny Borun,
vice president of Thrifty Drug Stores,
and Morry Axelrod, advertising-mer-
chandising manager of the southern
California chain. Thrifty Drug has
aired more than 57,000 of the station's
Big Five disc jockey shows during the
decade and currently is running a
schedule of 110 segments a week, with
spots hourly, 24 hours a day, seven
days a week. When the firm opened its
140th store last Thursday at Redondo
Beach, KLAC disc jockeys headlined
a stage show.
BROADCASTING THE BUSINESS WEEKLY OF RADIO AND TELEVISION
TELECASTING 1735 De Sales Street' N- W-> Washington 6, D. C.
PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE.
□ 52 weekly issues of BROADCASTING • TELECASTING $7.00
□ 52 weekly issues and BROADCASTING Yearbook-Marketbook 9.00
□ 52 weekly issues and TELECASTING Yearbook-Marketbook 9.00
□ 52 weekly issues and both Yearbook-Marketbooks 11.00
□ Enclosed □ Bill
name tiitel position
company name
address
city
Please send to home address
Broadcasting • TELECASTING
June 10, 1957 • Page 115
PROGRAMS & PROMOTIONS
WHDH Goes to Coffee Klatch
IN the first of a series of "Listener Re-
motes," WHDH Boston broadcast a seg-
ment of its regular Carnival daytime show
from the living room of a suburban Melrose
home where an audience of about 50 women
were gathered for a coffee klatch. The sta-
tion plans to air remotes from other homes,
tying in the broadcasts with a particular
charity the women are sponsoring.
William McGrath, WHDH vice president
and general manager, believes the remotes
not only engender general interest among
listeners but are "a grass roots promotion in
that every woman present at these person-
alized appearances is a potentially loyal fan
and local ambassador for the WHDH
schedule."
Segregation Set for 'Hearing'
ABC-TV will extend Open Hearing to one
hour on June 16 only, to accommodate a
special film, "Segregation and the South,"
made by the Fund for the Republic and
documenting post- 1954 history and progress
of school integration. Dean Pike, which has
been seen at 5-5:30 p.m. on Sundays, goes
BECAUSE actor Thomas Mitchell por-
trays the role of author O. Henry in the
Gross-Krasne tv film series, O. Henry
Playhouse, something new has been added
to personal appearances by tv stars. That
something, in a word, is schools.
Personal appearances have become a
standard part of tv program syndication.
The local sponsor of the series gains
prestige, publicity and sales from the
visit of the tv star. The local station
similarly benefits. The star, by meeting
the public face to face, enhances his own
popularity. This also makes it easier for
the syndicator's salesmen to sell the series
in other communities.
It was natural that personal appear-
ances by Mr. Mitchell be planned by
Gross-Krasne when its salesmen took
out prints of the first programs of the
O. Henry Playhouse series. But before
Mr. Mitchell took off on his first tour,
something happened to alter his tour
agenda radically.
Gross-Krasne received a letter from
Tom E. Gibbons, president and general
manager of WAFB-TV Baton Rouge, La.,
one of the first stations to use the new
series. Mr. Gibbons made an unusual re-
quest. He asked if he could hold each
film for an extra day so that it could be
shown to high school English classes.
Reluctant to entrust the prints to amateur
projectionists, Gross-Krasne demurred.
However, an alternate plan was worked
out whereby the teachers of American
literature required their classes to watch
the programs on WAFB-TV and then de-
voted the following day's class session to
a discussion of the telecast. Mr. Gibbons
off the air for the season on June 9. The
special one-hour program on segregation
will start at 5 p.m. EDT. ABC's John Sec-
ondari will introduce the film.
Star Scores Hit; Goes to Zoo
BECAUSE of the success of his April per-
sonal appearance for Bunker Hill Corned
Beef, in Roanoke, Va., John Hart, co-star
of Television Programs of America's
Hawkeye and the Last of the Mohicans, was
invited back by city fathers for ceremonies
in connection with the opening of the local
zoo. The mayor made the occasion official
by declaring June 1 Hawkeye Day. Bunker
Hill sponsors Hawkeye on WDBJ-TV Roa-
noke.
CBS-TV Sets Added 'Dean' Slot
CBS-TV, which has been carrying the early-
morning Jimmy Dean Show since April 8
(Mon.-Fri., 7-7:45 a.m. EDT), also will
air a Saturday evening segment of the pro-
gram starting June 29 (10:30-11 p.m. EDT).
In the process, Two for the Money, which
occupies the Saturday night slot, will move
to the 8:30-9 p.m. period on the same date.
reported that window cards announcing
each program were displayed not only
by the grocery stores distributing the
products of the local Holsum Bakery, the
program's Baton Rouge sponsor, but
by bookstores and libraries as well.
Obviously, such ready made interest
could not be ignored, so when Mr.
Mitchell arrived at Baton Rouge, his
first stop on a tour through the South,
he addressed an assembly of high school
students as well as meeting with officials
of WAFB-TV and Holsum. The young-
sters were so interested in O. Henry, in
Mr. Mitchell's portrayal of him (first
time that the writer himself has ever
been a character in a play, despite the
thousands of times his stories have been
dramatically presented) and in the pro-
gram techniques that it seemed a good
idea to schedule talks to student groups
in other cities. Also, such student assem-
OFF TO VISIT SCHOOLS: (1 to r) Tom
Gibbons, president-general manager,
WAFB-AM-TV Baton Rouge; Thomas
Mitchell, and Foy L. Bennett, man-
ager, Cotton's Holsum Bakery.
WWRL-FM Report Cites
Economic Status of Listeners
RESULTS of a report released by WWRL-
FM Woodside, N. Y., indicates that fm
listeners in the New York metropolitan
market have higher incomes, better educa-
tion and are primarily executives and pro-
fessionals who rank among the largest spend-
ing group in the nation. The report, based
on various compilations and studies, stresses
that WWRL-FM is the only fulltime com-
mercial outlet in the market which programs
independently of its am counterpart.
The Long Island station claims that 53%
of New York's fm listeners earn more than
$10,000 yearly; 35%, $5-10,000 annually,
while only 13% earn less than $5,000 per
year. The fm audience is composed over-
whelmingly of adults, the report points out,
with 84% of the listeners over 21 years
old. It emphasizes that more than 70%
of fm listeners are business executives, pro-
fessional and semi-professionals, with college
graduates accounting for 40% of the audi-
ence; persons with some college, 16%, and
high school graduates, 28%.
blies proved to be considered newsworthy
by local papers.
On his first tour, which concluded in
Greensboro, N. C, birthplace of William
Sydney Porter who wrote under the name
of O. Henry, Mr. Mitchell dedicated the
new O. Henry Highway. On his second
trip, to San Francisco, Jack Gross, presi-
dent of the production company, went
along, and the trip proved so worth-
while that he has gone on each of Mr.
Mitchell's subsequent personal appear-
ance visits, to Minneapolis, Denver, Okla-
homa City, St. Louis, Cleveland, Portland,
Seattle and Spokane to name a few of the
many cities covered in their four nation-
wide circuits.
Interest of students and their teachers
in the O. Henry tv films and the many
requests for scripts for classroom use have
led Gross-Krasne to look into the possi-
bility of publishing a collection of these
scripts as the first new pieces of O. Hen-
riana since the writer's death in 1910.
Plan under consideration is to issue scripts
in paperbound volumes for free distribu-
tion by program's sponsors, if possible;
otherwise for newsstand and bookstore
sale priced just to cover cost of publi-
cation and distribution.
The O. Henry Playhouse series has been
sold for telecast on more than 190 sta-
tions, with starting dates ranging from last
Oct. 19, when WCAU-TV Philadelphia
was the first to get the program on the air,
to next fall. Banks, bakeries and public
utilities are the most frequent sponsors,
but the list also includes Life magazine
in New York, Oertel Brewing Co. in the
Midwest and such sponsors as Faultless
Starch, Federal Savings & Loan of At-
lanta, Pacific Gas & Electric, Chase
Federal Savings & Loan of Miami and
the First National Bank of Minneapolis.
O. HENRY PREFERS SCHOOLHOUSE VISITS
L . -
Page 116 • June 10, 1957
Broadcasting • Telecasting
WHAT is the best time to advertise
to potential movie fans? A logical
answer, according to KOLN-TV Lin-
coln, Neb., is when those potential
ticket-buyers are watching tv movies.
Acting on that logic, the station has
signed the Varsity Theatre to spon-
sor Big Show, a series of feature films.
Discussing results of the campaign are
(1 to r) Paul Jensen, KOLN-TV sales
service director; Walter Jancke, man-
ager of the theatre, and James L. Bar-
ker, account executive at the station.
'Overseas Byline' Set by NBC
NBC Radio will start a feature news pro-
gram this week titled Overseas Byline in
the Wednesday 10:05-15 p.m. EDT period.
Five NBC newsmen in foreign countries
will report on books, movies, plays and the
arts in their locales. Participating will be
Frank Bourgholtzer, Bonn; Welles Hangen,
Cairo; Ritchie McEwen, Vienna; Jim Rob-
inson, Tokyo, and Leif Eid, Paris.
Adventure Replaces Music
ABC-TV adventure series, Bold Journey,
moves June 17 from Thursday 9:30-10 p.m.
period to Monday 8:30-9 p.m. EDT, re-
placing Voice of Firestone which takes a
summer hiatus. Journey is sponsored by
Ralston division of Ralston-Purina Co.
through Guild, Bascom & Bonfigli, San
Francisco.
Magnecord Sponsors Contest
NEW "Name the M-90" contest, open to
anyone in the audio, broadcasting and allied
fields, has been started by Magnecord Div.
of Midwestern Instruments Inc., Chicago,
effective June 1 through June 30. Contest-
X3r*VA*T> E. STARK
Howard ^ CONSUltants
JOKERS «f%$££sT^O«S
RADIO an* 1 *
n,ncpT EL 5-040S
50 EAST 58th STREET
NEW YORK 22. N. V-
^AninquiriesCon fid en
ants are invited to write a letter or postcard
giving suggested name or names for Magne-
cord's M-90 audio recorder. The prize will
be an attache case, according to Hugh Daly,
general sales manager, who announced the
competition. The M-90 series includes three
models — console, portable and rack-mount
unit.
Prodigiousness at Ten
BECAUSE of his ability to toss off multi-
syllable words with ease, 10-year-old Danny
Shipp was picked by teachers at Crewe
(Va.) Elementary School to do the narra-
tion on their operettas and pageants. Several
months ago he was chosen by WSVS Crewe
to be announcer-master of ceremonies for
a Saturday dramatic and musical program,
and subsequently was given his own pro-
gram, Music Time With Danny Shipp.
Zonolite Suggests Radio-Tv
LUMBER and building supply dealers are
being asked to support a new summer cam-
paign planned by Zonolite Co., miners and
processors of insulation material, with
recommended use of local radio-tv starting
Sept. 24. Dealer aids include spot announce-
ment copy, window and counter displays,
direct mail and newspaper ad mats. Zonolite
does not anticipate buying station time it-
self although its budget calls for use of space
in over 100 metropolitan newspapers.
Agency is Henri, Hurst & McDonald Inc.,
Chicago.
'Nightline' to Feature 'Lip'
A NIGHTLY five-minute sports commen-
tary by Leo Durocher will be presented as
a regular feature on NBC Radio's Nightline
program starting tomorrow, Tuesday 9:10-
15 p.m. EDT. A special segment of the
Tuesday-Wednesday-Thursday program will
consist of candid comments on top baseball
and sporting events. Mr. Durocher quit his
baseball managerial career in 1955 to ac-
cept an executive position in talent develop-
ment with NBC. He also is heard as play-
by-play announcer for NBC-TV's Major
League Baseball, Saturday afternoon series.
Mixed-Up Jingle Spurs Sales
RADIO ADVERTISING BUREAU distrib-
uted to members a folder describing the
"phenomenal" sales success a New York City
baking firm experienced after using radio
for a few months in 1956 with an unusual
copy approach. Titled "Levy's Cinnamon
Raisin Bread Sells Itself on Radio," the
folder described the history and the use of
a radio jingle centering around the mis-
pronunciation by a small girl of the name
of the bread, plus the sales results which
accrued to the advertiser.
Station Labels Juke Boxes
THROUGH Boston Music Distributors Inc.,
suppliers to the juke box trade, WBZ-
WBZA, Boston and Springfield, has created
immediate identification of the stations with
popular music. This is done by means of a
juke box disc label, which serves as a stamp
of recognition.
WDBJ
for almost 33 years
OUTSTANDING
in
ROANOKE
and Western Virginia
RADIO
by any measurement1.
N.C.S. No. 2
Spring, 1956
WDBJ has more than
TWO TIMES the DAILY
N. C. S. Circulation of
Station "B"; more than
THREE TIMES the circu-
lations of Stations "C"
and "D".
The one they listen to
MOST is the one to BUY!
Ask your Peters,
Griffin, Woodward
"Co/one/" for the whole
wonderful story'.
WDBJ
AM » 960 Kc. • 5000 watts
FM • 94.9 Mc. • 14,000 watts
ROANOKE, VIRGINIA
Broadcasting • Telecasting
June 10, 1957 • Page 117
PROGRAMS & PROMOTIONS
30 Years Young
June 15th
WBOW
1230 ON THE DIAL IN
TERRE HAUTE, INDIANA
THE KEY TO THE GREAT
WABASH VALLEY
SERVING TERRE HAUTE, VIGO
COUNTY, THE GREAT WABASH
VALLEY, AND 8 OTHER POPULATED
COUNTIES.
IF YOU WANT TO REALLY MOVE A
PRODUCT IN THIS METROPOLITAN
HOOSIER MARKET — CALL, OR
WRITE
RALPH A. PETTI, JR.
GENERAL MANAGER
RADIO, WBOW, INC.
Represented by WEED
TERRE HAUTE, INDIANA'S
MOST LISTENED TO STATION
WBOW
Entertainment
Headquarters
at
1230 on Everyone's
Radio
BIRD GETS TENFOLD TV RESULTS
WHAT price tv? This question was worth
$5,000 to Bird & Son, building materials
firm in East Walpole, Mass.
The advertiser has been giving away
10 complete house roofs valued at $500
each on a CBS-TV participation program
and learned why any wise Bird buys tv.
Bird & Son, which grosses upward of
$60 million a year, never used television
until a few months ago when it signed
as participating sponsor of the Gary
Moore show on CBS-TV. Through H. B.
Humphrey, Alley & Richards, Boston
and New York, it picked up the alter-
nate Monday, 10:15-30 a.m. slot for a
13-week period.
The plan by the agency and client
called for two announcements by Mr.
Moore. He simply asked his viewers to
send their name and address to be eli-
gible to receive one of the 10 giveaway
roofs. Mr. Moore would pick 10 of the
incoming letters and those writers picked
would get free roofs for their homes.
In preparation, Leonard C. Niese of
Bird's building material division, his as-
sistant, George Stockman, and Ran Dun-
nell, HA&R vice president, had 15,000
acknowledgments printed. "We felt we'd
get about 12,000 entrants in the win-a-
free-roof giveaway and should have
couple of thousand extras printed — just
in case," Mr. Niese recalls. But his guess
was unduly conservative.
After the first announcements late in
April, slightly more than 50,000 viewers
wrote in. And when Mr. Moore repeated
the offer May 6, the mail count soared to
100,000. By the time the 10 winners
were announced May 20, the reply list
had topped 120,000.
Now, not only does Bird & Son know
that its participation in the Garry Moore
program has 10 times more viewer in-
terest than the company hoped for, but
the firm also has a list of 120,000 pro-
spective roof customers. This was reason-
ably assured by Mr. Moore's statements
during the two announcements that
"roofs will be installed only on private
dwellings . . . one entry and one roof to
a family." Thus, there is little chance
that the 120,000 figure is a padded one.
Mr. Niese feels the list is no mere collec-
tion of names having little or no buying
potential for the Bird products. "These,"
he feels, "are people who have been fa-
vorably exposed to the company's name"
through the giveaway contest and the
printed acknowledgments, each of which
carried a brief message about Bird roofs.
The name-and-address list will be sent
to Bird distributors and dealers from
coast to coast for followup.
WPDQ Broadcasts from Blimp
THE Goodyear blimp based in Miami, Fla.,
came through Jacksonville and after com-
pleting arrangements with Goodyear, WPDQ
Jacksonville, operating from an Onan gen-
erator at 2V2 kw, took to the air to broad-
cast for four hours during its afternoon
show, Traffic Jam With Jack Hayward.
KRNT-TV Telecasts Heart Surgery
KRNT-TV Des Moines, Iowa, reports its
first live telecast of a heart operation. In
preparation for the show, the station ar-
ranged for its camera crew and production
people to be briefed by watching a similar
operation two weeks before the one they
carried. The program was presented in con-
junction with the Iowa State Medical So-
ciety, a team of Iowa heart specialists and
the Iowa Methodist Hospital where the op-
eration took place. The station was on the
air from 1:30 to 3:00, pre-empting all regu-
lary scheduled shows to carry the special pro-
gram. KRNT-TV reports is used two cam-
eras to cover the operation. One camera shot
into a mirror looking down on the work of
the surgeons as they operated on the two-
year-old patient. The station also reported
that Life magazine covered the telecast.
NBC-TV Adds New Summer Shows
NBC-TV disclosed several additions to its
summer schedule last week, including Dol-
lar a Second quiz program (Sat. 9:30-10
p.m.) starting June 22; Andy Williams — ■
June Valli Show (Tues., 7:30-7:45 p.m.)
starting July 2 and adding Thursday 7:30-
7:45 p.m. segment July 25, and Cowboy
Theatre (Sun. 7-7:30 p.m.) starting June
9 and expanding to Sunday 6:30-7:30 p.m.
starting June 30.
Farmer's Daughter Makes Good
WMT-AM-TV Cedar Rapids, Iowa, recent-
ly completed a statewide search for "Iowa's
Favorite Farmer's Daughter." The winner,
Carla Ann Folkers, was crowned by Gov.
Herschel C. Loveless, and will represent the
stations and the State of Iowa at the Na-
tional Assn. of Tv-Radio Farm Directors'
convention in Washington, D. C, this
month.
Old Cars Hit The Road
ANTIQUE car enthusiasts held their Third
Annual WOODland Antique Automobile
Tour, May 25-26. The tour was staged as
a goodwill promotion by WOOD-AM-TV
Grand Rapids, Mich., in cooperation with
the Western Michigan chapter of the Vet-
eran Motor Car Club of America.
VOICE OF THE FEOPLE
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "*tf<//o-rfcrVW"MBS
Page 118 • June 10, 1957
Broadcasting • Telecasting
Will you do us a favor?
Almost anywhere you go you can get into a lively and
interesting discussion by bringing up business and profits.
Try it some time. Then listen to the variety of opinions —
and so often, the absence of facts.
Most people are naturally interested in business, what
business does with the money it takes in, how much of that
money is profit, and what happens to the profit.
We want you to know the facts about our company. That's
why we publish this report each year for the information of
our customers, our friends and neighbors in Midwest and
Rocky Mountain states. It tells you exactly what happened
to the money that Standard Oil and its subsidiary com-
panies took in last year.
You can do us a favor by reading it... and by passing
along some of the information you read here the next time
a discussion starts about business and profits.
You ore we/come fo o copy of our 1956 Annual Report as long as the supply lasts.
Just write to Standard Oil Company, 910 S. Michigan Ave., Chicago 80, Illinois.
1. Things we bought and used ... 58.7%
Most of the money went for things we had to buy, such as crude
oil, materials and services, plus charges made for wear and tear.
Our company is one of America's largest buyers of goods and serv-
ices from other companies. We buy everything from paper clips to
structural steel from more than 32,000 independent companies in
hundreds of American communities.
2. Wages, salaries, benefits... 16.0%
Then there were wages, salaries and benefits for our 52,000
employees. Standard Oil employees enjoy one of the broadest, most
progressive employee benefit programs in any industry. More than
94% of our eligible employees are participating in savings plans to
which the company contributes.
3. Taxes paid. ..18.6%
The tax collector got his share, too. We paid national, state and
local governments $89,130,000 in 1956. In addition, there were the
many "hidden" taxes everyone pays, and the direct taxes placed on
gasoline. These total direct taxes which we collected from cus-
tomers and paid to government agencies amounted to $326,779,000.
4. Profits paid to owners... 2. 5%
After all operating expenses and taxes were paid, 6.7% was left.
This is called profit. A part of this or 2.5% of our total income, went
as dividends to our 143,200 shareholder-owners. Dividends paid in
1956, including the market value on the date of distribution of the
special fourth-quarter dividend in Standard Oil Company (New
Jersey) stock, amounted to $2.31 per share. And our company has
paid dividends every year for 63 years.
5. Profits used for improvement. . .4.2%
To serve you better, all the rest of our profits, or 4.2% of our total
income, was plowed back into new facilities such as oil wells,
refineries, research laboratories, transportation equipment and
service stations. Since the end of World War II, we have spent
about $2,300,000,000 to help meet the growth in demand and to
bring you new and constantly improved products.
6. You're the boss
All the money we took in has been accounted for. At our service
stations, our plans and our investments face the final test... for
our millions of customers are the bosses. To make high quality
petroleum products more easily available to our customers, last
year alone we spent more than $37 million on bulk plants, ware-
houses, service stations.
What makes a company a good citizen?
Well, one quality of good citizenship is frankness — with employees,
stockholders, customers, the public. Because we, at Standard Oil, believe
that frankness prevents misunderstandings, we publish reports to our
neighbors in advertisements like this so that you will know how we work,
something about our Standard Oil family, and the part we play in the
economic well-being of the communities in which we live and work.
STANDARD OIL COMPANY (Indiana)
Broadcasting • Telecasting
June 10, 1957 • Page 119
BRITANNIA RULES— BUT
How does the government system function alongside
COMMERCIAL TV in Britain is just 21 months old. Its
advent ended a 32-year government monopoly with BBC
adjusting to co-existence with a commercial counterpart.
Gerald Beadle, BBC's television director, is one of the closest
observers to these changes in Britain. While visiting the U. S.
this spring, the 34-year veteran of BBC gave this exclusive
interview to B*T's editors.
Q: Would you explain briefly the set-up of the BBC and the
number of stations in operation of the IT A?
A: First, the BBC: It's something that's not understood in this
country as well as I should like it to be. The BBC started 35 years
ago as private enterprise, limited liability company by a group
of businessmen of whom I was the employee. And we were an
extremely successful business; we made biggish profits and we had
wonderful prospects. After four years of operation, we were bought
out by the state. That is to say, that the state bought our share-
holders out, and the state has in effect, owned the BBC ever since.
But the BBC is carried on in much the same lines as it was in the
old company days. And the result of all this is that our revenue
today is very considerable and it is derived almost entirely
from subscriptions, which are collected by the post office for us
and which are called the license fee. This is a very profitable
business indeed. The state bought us out for £65,000 and now
the profits which are taken by the state amount to about £.Wi
million a year; I think that was a very good investment indeed
by the British state.
Q: What was the name of your company originally?
A: The British Broadcasting Co. And that is where the initials
BBC arose. The nationalized British Broadcasting Corp., of course,
fortunately had the same initials and, therefore, the good will
continued.
Q: What is the cost of the license people buy?
A: A license for sound [radio] broadcasting used to be one
pound until a short time ago and television was three pounds. But
the government in the last budget has added another one pound
tax so that it has made it four pounds ($11.50) annually for tele-
vision sets. But whether it has added anything to the sound license
or not, I have not heard.
Q: How many television subscribers do you have?
A: We have about IV2 millions now. Our saturation point in
Britain is 15 millions. We've got nearly 15 millions in sound radio
and before many years are up we shall have 15 millions in television.
Q: How long has BBC been in television?
A: Longer than any other organization in the world. We've been
in for 21 years.
Q: How many stations does BBC operate?
A: You mean by stations, transmitting stations. I'm not quite
sure because they keep increasing. But there are 10 main ones and
we keep putting up little ones in order to fill up the little gaps.
Q: How much of the British Isles do you reach in television?
A: Just about 97%, which is a very good coverage I think.
The coverage of the competitors, it is about 57%. Ours is about
97%.
Q: Who are your competitors? ITA, I suppose, would be the
competitor.
A: I should like to tell you about ITA. What is called the Inde-
pendent Television Authority was set up by the government in
order to own and lease television transmitting stations to private
companies who wished to indulge in commercial television. And
so far they have set up four such stations in Britain. And the ITA
plans in the near future to open two more, making six in all.
They have leased time on the air to a number of commercial
companies who started by operating more-or-less independently
but as time goes on they are cooperating more and more on net-
work lines.
The ITA has two functions. First of all it owns and operates
and leases time on the air for these transmitters. It also has to
administer the act under which commercial companies operate.
The ITA itself is a very small organization indeed, which initiates
no programs at all. It itself is not in the television production
business, but it administers these other organizations which are.
Q: BBC is in the production end of the business?
A: The BBC is very much in the production end of the business.
Q: You are meeting your competition, so to speak? Do you have
plans for the future, any type of expansion or anything?
A: Yes, we have. We have plans to put on a second television
network. Some people in Britain are saying that these plans are
in order to meet the competition of commercial television. But
that isn't true because the BBC always had such plans. We've
always said that we want a second television network and we
said it long before commercial television was ever thought of in
Britain. The reason why we want a second television network is
because we have to entertain, inform and educate the British
people; if you're going to do that effectively, you cannot do it on
one network. You must have two at least. We've found in sound
radio that we need to have three. But in television we can't do with
less than two. That means arranging so that at any given moment,
a viewer has the choice between viewing something which is enter-
taining and light and maybe frivolous or, if he feels in a different
kind of mood, turning to another channel on which he can get
something serious and thoughtful.
Q: That would indicate then that you would program both
networks in approximately the same time periods.
A: Yes, it does mean that. I don't think that we have any inten-
tion— certainly we have no intention now of going to anything like
the very big time periods that you've got in the States. I would say
that our two networks added together would only cover the same
time period that one of your networks covers.
Q: What time are you on now?
A: We're on now from about 3 o'clock in the afternoon until
11 o'clock at night. I expect the second network would begin at
Page 120 • June 10, 1957
Broadcasting • Telecasting
SHARES— ITS AIRWAVES
a commercial counterpart? A BBC spokesman answers
6 and go on until 11.
Q: When do you expect to get the second network into opera-
tion?
A: We shall be ready to get the second network into operation
in 1960 or 1961. But we depend on the government for allocation
of the necessary channels, and it's a question whether or not the
government will allocate these channels. It hasn't disclosed its inten-
tion yet.
Q: Would you have to raise the license fees if you go to a second
network?
A: No, I don't think so.
Q: You seem to emphasize live television on the BBC.
A:. We do.
Q: How many programs do you now present live on BBC? Would
you be doubling your number of live programs?
A: No, I don't think we would. Because now we're doing 55
hours a week of television on the one network and we haven't de-
cided how many hours we should do on the second network. But
if we did a second network from 6 to 11, seven days a week, total-
ling 35 hours, that would be adequate. It's during the peak viewing
hours that we really want the second network.
Q: Of the 55 hours that are on now, how many of those pro-
grams are live and how many are film?
A: Most are live. But there are a great many live programs that
are supported by film sequences. You realize that when you do a
play, it's mainly live but there are certain scenes, maybe scenes out-
doors, movement out-of-doors, which are inconvenient to do live.
So we take film sequences and add them to the live show, but the
show is essentially live.
We have a certain number of films that we show and most of
them at the moment are American films.
Q: How many shows are American films?
A: I brought the list here which we were running when I left
England — nine that are running on BBC television. There is Burns
And Allen, Champion, The Wonder Horse, O'Henry Playhouse,
I Married Joan, Amos 'n' Andy, The Lone Ranger, Hey Jeannie,
Movie Museum, and Star Choice.
Q: How do these shows fare in England?
A: Very well indeed.
Q: Would you say that commercial television has had a good
effect insofar as the British people are concerned?
A: I wouldn't like to express an opinion as to whether it has
had a good effect or whether it hasn't had a good effect, if you see
what I mean. I'm too much involved in it to be able to give an
objective answer.
Q: Has it had any effect on the BBC's operation?
A. Well, in the early stages, of course, it raised our costs; which
Broadcasting
Telecasting
it was bound to do because you can't have almost double the tele-
vision output of a country overnight without an awful scramble
for the available talent. That is what had happened in 1955 when
they began. They suddenly started competing for all sorts of
people who had been working for the BBC, offering them sub-
stantially larger remuneration for doing so. But that was a situa-
tion which was bound to settle back again as soon as that shortage
was made up and these sort of shortages are very quickly made up.
I feel that it is made up already — the whole thing has settled back
to normal.
The other effect that it's had on us, of course, is that it has
forced us to extend our hours. There are certain occasions when
BBC can't afford to let commercial television have it all to itself.
So we have had to increase our output. The difficulty with com-
peting with an organization like that is that if they put on an extra
hour, say between 6 and 7, that is a great financial asset to them;
because they actually make money out of that hour. Whereas to me,
it's a source of expenditure. I don't get any more revenue for
doing it, and they do. That's one of the odd features of competition
between two different kinds of television.
Q: You say there are certain periods when you can't afford to
let the commercials interests get ahead. Is 6 to 7 one of those
periods?
A: That was a case in point, yes. That was the case that has
arisen recently.
Q: And yet you felt that it was an expenditure for BBC to pro-
gram in that period?
A: Yes.
Q: Why then didn't you feel that it would be just as well to
give that hour up to the commercial?
A: Because as soon as people settle down to look at commercial
between 6 and 7, many of them stay there for the rest of the
evening.
Q: What do they have on between 6 and 7?
A: Let me tell you what we do between 6 and 7, which I know
much more about. It's a program which is a sort of adaptation of
your Today, not very different from that in general form.
Q: Live?
A: Entirely live. It's a very informal kind of program and doing
very well.
Q: Are you programming live wherever possible against film
that ITA is programming?
A: Well, we haven't done so as a set policy, but we have in fact
built ourselves up capitalwise as a very big producer of live tele-
vision programs and so far we are exploiting that to the full.
Q: Do you think more people are watching commercial tele-
vision today than the BBC?
A: No, it's the other way around. The average audience for
BBC is now, or was at the end of last year, about six million a
June 10, 1957 • Page 121
night — that's averaging over the whole period. And the average
audience for commercial is about two million.
Q: Do you base this on your own figures?
A: Yes, and theirs too. Theirs aren't very different.
Q: Where the public has a choice between BBC and commer-
cial, do you have any ratings figures or audience figures?
A: Yes. There are two methods by which the public can have
a choice. I told you just now that we have a tranmission cover-
age of 97% of the population and they have about 57%. Well,
that's one field of choice. And the other field of choice is those
people who are actually equipped to receive commercial television
and BBC as against those who are equipped only to receive the
BBC. So those are the two.
But if you take the field of choice in which people are actually
equipped, then that is one-fifth of the British population, and
within that one-fifth commercial gets about 62% as against the
BBC's 38% — that is roughly the situation.
Q: What additional equipment is needed to receive the com-
mercial television?
A: An adapter, which may cost anything from £15- £20 to
install. It is an adapter that is added to the set and it has an ad-
ditional aerial.
Q: Does it give a picture of equivalent quality?
A: Yes.
Q: Some time ago, a member of Parliament who was here in
the United States before ITA was formed, said one of the
reasons why the majority party wanted another television
service was because of the political question — the fact that
often the opposition party so-to-speak did not have a chance
to get equal time as that of the majority party. Does ITA
now carry any political speeches?
A: They are carrying them but they are carrying the BBC's. The
rule is that either they carry the BBC's in toto or none. But they
have chosen to carry the BBC's and they get a feed every time from
the BBC. It sounds to me as though your member of Parliament
was talking complete nonsense because the technique of impartiality
that has been developed in the BBC over the last 35 years is very
effective. I mean it is so impartial that people who are not impartial
don't like it very much.
Q: Has the presence of commercial television changed your own
programming concepts?
A: No. It has, I think, occasionally changed our placings. That's
almost inevitable. In fact, when it changes placings, I often don't
hear about it because that's the job of the program controller to
maneuver his programs just as he thinks fit. He is undoubtedly
influenced sometimes by the placing of the programs on the other
side. He must be. But as for content, no.
I sent for some figures before I left England which I thought
were rather illuminating. You see, I think you can without any
question of doubt divide broadcasting programs and television
programs into two types: the programs of information and the
programs of entertainment. There is a very broad conception.
Entertainment can be opera, ballet, symphony concerts, anything
you like. It doesn't matter how high-brow they are, they are still
entertainment.
On the other hand, information is something quite different —
it is informing people even if it's only informing people of football
results or baseball results. And both information and entertainment
can go from the very high to the very low. But nevertheless on the
whole, it's your programs of information which are your solid
stuff.
And you would expect, if you were going to lower your standards
in order to gain popularity, you would expect to lower your propor-
tion of programs of information. Well, I found that just before
commercial came on, our percentage of programs of information
was 31. And just after commercial television came into operation,
that percentage dropped to 30. Eighteen months after commercial
television had been in operation that percentage had gone up to 33.
Those little variations have no significance whatsoever.
Q: What specific programs do you have on BBC that you would
call programs of information?
A: I think the most important one of them is one of the most
interesting programs that has happened in television. And that is
a program which we call Panorama. Panorama is purely a program
of information about almost any subject of world political im-
portance. We spend a great deal of money on it; we send film teams
all over the world to get material for it. And it's a very serious,
thoughtful program. But to our surprise it gets one of the highest
ratings of the whole lot. For instance, a few weeks just before I left
England, one week in February the number of people who viewed
BBC's Panorama was 1 1 V2 million. The highest commercial rating
for the whole week was four and a quarter.
Q: What time period is that?
A: Three quarters of an hour and it takes place in peak viewing
hour which is about 8:15 in the evening.
Q: Was Panorama a special show? This 11.5 million, was there
anything special about it?
A: It was the highest figure we have ever had. Yes, I think
there was a particular reason for it. But I don't want you to think
that I picked on that particular one just because it was unique. It
usually gets audiences of around about 9.5 to 10.5 million. But the
11.5 million was the highest. And on that particular one, we actually
showed the birth of a baby. That added about a million.
Q: Another show you did. and maybe in the same series, the
story of a prostitute, was that given on the BBC?
A:. Yes.
Q: Wasn't there some controversy about that particular program?
A: No, it was very well received. That again was a serious pro-
BBC'S WHITE CITY: Expansion of television in Great Britain
prompted this 13-acre project planned for Shepherd's Bush in
London. The new BBC radio-tv headquarters will include 16 tele-
vision stages. The portion of the scheme containing the circular
ring and buildings to the left of the ring, as shown in this scale
model, are being erected first.
Page 122 • June 10, 1957
Broadcasting • Telecasting
For loss tlnon a dime tip
YOU O/XIM BUY A POUND OR STEEL
The most common kinds of steel, used in your
auto body and household appliances, cost less
than 7 cents a pound.
Compare this with other metals— aluminum
at about 42 cents a pound, copper at about
60 cents.
Because steel is by far the lowest priced of
all metals, price increases are smaller, too.
Last August, for instance, the rise was approxi-
mately less than one-half of a cent a pound.
Steel is also the most versatile and most
widely used metal. Everything you use is
made either from or with the help of steel.
* * *
Public opinion is important to the opera-
tion of any industry — but especially of a
basic industry. This is why your correct
understanding of these facts concerning the
economics of steel and the current steel ex-
pansion program is important. Favorable
expansion of the steel industry is essential to
continuing the efficient production of steel.
The efficiency of the steel industry's opera-
tion is, broadly speaking, the reason for the
low price of steel.
Prices are jar sheet product as compiled by U. S. Bureau of Labor Statistics— January 1957
REPUBLIC STEEL
C I eve I and 1 , Ohio
Broadcasting • Telecasting
June 10, 1957 • Page 123
gram showing up a big social evil and showing how it all happened.
I thought it was a very good program indeed. I'm sorry I can't give
you the rating. I just don't remember what it was.
Q: Was the competitive network there, doing the same thing —
putting on controversial shows?
A: Yes, they do do some quite controversial political shows; 1
forget the titles of them now. I don't think they do as many as we
do but they do some.
Q: Does the commercial use a lot more film than BBC?
A: Yes, they do. A lot of American film. Some of their own.
Q. Do you have a quota? Isn't there a quota of the number of
American films that can be shown on commercial stations?
A: I don't know. I think the quota is for the cinema. But whether
there is a quota in television, I just don't know. There is an un-
official quota of 20%. Commercial tv operates rather close to
it and we're well under it.
Q: Do you have any licensing arrangements or any contracts
with any of the American networks for producing a counter-
part of a live show in the United States?
A: Yes, What's My Line is the chief example of that. We run
What's My Line once a week and it is an extremely popular pro-
gram.
Q: Is that a contract arrangement?
A: We pay a small royalty to an intermediary agent. It is in a
sense a contract.
Q: Do you give prizes away on quiz shows?
A: No. Well, we haven't anything similar to the $64,000 Ques-
tion. We have a lot of quiz shows. What's My Line is one of them.
Another one which is extremely successful is a thing called Animal,
Vegetable or Mineral.
Q: Would you classify that as an information program? Or an
entertainment program?
A: Information, I think. Although there is a lot of entertain-
ment in it.
Q: What is the BBC's budget per year?
A: If you are talking about television only, I reckon it's going to
be about $30 million in 1957. As you see it's on the up-and-up all
the time. It wasn't $30 million in 1956 but I reckon it's going to
be about that in '57.
Q: For programming?
A: For the whole thing.
Page 124 • June 10, 1957
Q: . How about radio?
A: It gets about the same because there are double the number
of subscribers. It gets half as much per head but there are double
the number of subscribers and therefore, it gets about the same
amount.
Q: Has the presence of commercial television had anything to
do with the increase in the amount of money spent for BBC
television?
A: No. I think the facts suggest to the contrary. Our number of
subscribers is going up at the rate of about a million-and-a-quarter
a year. It's a pretty steady increase which has been going on for
some time now and it was an increase of about that order before
commercial came on.
We looked into it last year and we discovered that the biggest
proportionate increase takes place in areas where they don't get
commercial at all; they only get the BBC. I told you the BBC's
coverage was a good deal bigger than theirs. It's an interesting fact.
Q: Don't you have different ratings in your radio setup? In other
words, you have the cultural level and you grade down from
that? I think there are three program services of BBC radio.
A: Yes. Light, Home and Third, we call them.
Q: Do you plan the same thing with your second network? Would
one become more of a so-called cultural service while the
other one would be more the entertainment?
A: That's a very interesting question and it's one that hasn't been
decided yet. The second network won't happen for another two or
three years. Personally I think we shall have to have one of them
that is almost entirely of an entertainment character, and the other
one that is much more of a serious type.
Q: Which would compete with ITA?
A: They would compete with each other and they would com-
pete with ITA.
Q: Both services?
A: Yes, I mean an additional service is bound to compete with
every other service in the country.
Q: I was thinking possibly BBC might be thinking along the lines
of fighting fire with fire — putting on similar material to that
ITA has on.
A: I don't know that it's necessary to put quite similar material.
But to appeal to the same people that they appeal to, yes.
Q: Have you ever regretted selling out to the state?
A: We had no alternative. We weren't asked. It was just a
measure of compulsory nationalization. Mind you, I don't think it
was altogether unwise at the time. The idea was that, it being in
effect a monopoly, it was not right that so influencial and powerful
a monopoly should be handled by one group of big business, which,
in fact, is what was the case. I think it was inevitable and should
have happened.
Q: Are you telecasting in color at all?
A: We're not giving a public service in color but we're doing a
number of experiments in color. Every night between 11 and 12 we
are putting on color transmission. But no private person in Britain
owns a color receiving set.
Q: What are the chances for trans-oceanic television?
A: I think this is one of the most interesting subjects. I don't
know what the chances of it are. I was talking to the president of
NBC about it the other day. He is very keen on it. He doesn't really
know anything for certain but has got an idea that the thing should
come about fairly soon — well within the next five or six years. But
having established the links — which by the way, I think we could
do now on the cable if we could afford it — it would be enormously
costly. Also you are up against the problem of the time. You've
got a time factor in America between East and West which involves
Broadcasting • Telecasting
PATTERN OF BRITAIN'S COMMERCIAL TV'S
Station
Program Contractor
Period
Commencement
London
Associated-Rediffusion
Mon.-Fri.
September
Associated Television
Sat. & Sun.
1955
Midlands
Associated Television
Mon.-Fri.
February
ABC Tv Network
Sat. & Sun.
1956
North
Granada Tv Network
Mon.-Fri.
May
(Lancashire)
ABC Tv Network
Sat. & Sun.
1956
North
Granada Tv Network
Mon.-Fri.
November
(Yorkshire)
ABC Tv Network
Sat. & Sun.
1956
Central
Scottish Television
Complete
To Start
Scotland
Week
In Aug.
Ad Age is a "MUST
on my reading list.
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President
The F. & M. Schaefer Brewing Company
"Advertising Age is a 'must7 on my reading list. I find the
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concerned with service to the consuming public,"
R. J. SCHAEFER
After graduating from Princeton in 1924, R.
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in 1842. He is now the third-generation head
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Mr. Schaefer has played a prominent role
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7 Year (52 issues) $3
Broadcasting • Telecasting
Ad Age is "must" reading to most of the advertising and
marketing executives who are important to you. Here, every Monday, the
executives who influence — as well as those who activate
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Take Schaefer Brewing Co., for example. Radio and TV advertising
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In addition to the Monday-morning, Monday-evening readership
which it gets by Schaefer executives, Ad Age gets intensive coverage and
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Every week, 263 paid subscription copies reach executives in this agency,
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Add to this AA's 37,000 paid circulation, its tremendous penetration of
advertising with a weekly paid circulation currently
reaching over 10,000 agency people alone, its intense readership by top
executives in national advertising companies, its unmatched
total readership of over 141,000 — and you'll recognize in Advertising Age
a most influential medium for swinging broadcast decisions your way.
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2 0 0 EAST ILLINOIS STREET • CHICAGO II. ILLINOIS
480 LEXINGTON AVENUE • NEW YORK 17. NEW YORK
June 10, 1957 • Page 125
you in some difficulties which, fortunately, we are free of in Britain.
But between Europe and America I think it's five hours, which is a
very, very serious disadvantage.
Q: You don't have that disadvantage with the continent, do you?
A: No. We're doing a very great deal with the continent of
Europe, an increasing amount. We managed to establish a link with
the continent.
Q: What type of link?
A: The link is a series of transmitting and receiving stations on
a sort of relay system which go down as far as Rome, Vienna,
Amsterdam, Berlin and Paris. We haven't yet got across the Pyrenees
into Spain or Portugal.
But one of the great advantages from our point of view is this: All
Europe is more or less on the same time scale. There's no more
than an hour's difference between us and any of those European
countries that I mentioned. This is a thing we're going to develop in
a very big way. It's one of the things that was difficult to develop in
sound radio because sound radio depends so much on the spoken
word and we all speak different languages.
But in television so much of the story is told by picture and it's
comparatively easy to arrange for such spoken word as is necessary
to be done by somebody who speaks the language of the country in
which the program is going to be received — that's not too difficult
when the picture tells nine-tenths of the story.
Q: What types of programs are you exchanging now?
A: . For instance, our Queen went to Paris several weeks ago and
there were a large number of programs there — the Queen arriving in
Paris, processions down the street, attendance at the opera, and
all that sort of thing. There were a large number of television broad-
casts in connection with that. I can give you another example: On
New Year's Eve we had as our theme the passage of time and we
visited every European capital and each one made its characteristic
contribution towards the program.
Q: Is ITA also hooked up with that?
A: They could be.
Q: They don't carry any of these special events?
A: Not so far.
Q: You mentioned a moment ago that you thought it would be
possible to adjust the cable at considerable expense so that
trans-Atlantic television would be possible.
A: Well, I don't know that the cable is the way out of the dif-
ficulty. (I'm not a technician myself.) But even if it were, it would be
enormously expensive. I suppose there are various possibilities of
establishing wireless relay stations up through the Arctic.
Q: Some people have suggested that probably the next best solu-
tion and maybe the best one is a combination of television
tape recordings with jet planes.
A: You know there is a great difficulty over this television tape
recording. It looks as if it could be the solution to the whole problem.
But unfortunately the television tape recording records the elec-
tronic signal precisely. Now one of the tragedies of television is that
each nation is on a different standard of electronic signal. We're on
one, the European continent is on another, America is on another;
and it's impossible for us to exchange programs by electronic signal.
It's going to be very useful within America — this electronic record-
ing— it's going to be very useful in Britain. But as a means of ex-
port, it's out until we can get on to a common basis, until we can
find a new satisfying method of conversion from one standard to
another.
Q: Do you exchange any programs with American stations or
networks?
A: We do exchange a certain number. We often show See It
Now and Project XX of NBC and several of those. Call to Freedom
is another and there are many such.
Q: Are any of your programs sent here?
A: Art films have occurred quite a lot on American programs.
War in the Air is a thing that you are running now — it is one of our
big projects. I must add that, I hope these things are going to be
increased in number in the near future because hitherto we have not
had agreements with our own unions that make many such projects
Page 126 • June 10, 1957
possible. But that agreements had recently been come to and I hope
that they will increase quite a lot in the future.
Q: This may be difficult for you to answer because it is detailed.
What would an hour-long program cost BBC?
A: I can tell you that the total overall cost of BBC programs last
year was 'round about £2,800 an hour. But that included every-
thing. About $8,000 an hour was the total cost of the BBC's tele-
vision service. When I want to add additional hours, of course, I
don't have to pay for all the overheads all over again, and I
find that additional hours cost about £ 1.900 an hour. They come
to about $5,300.
Q: You mean that includes rehearsal hours?
A: Yes. But it doesn't include rents, rates and all the big over-
head expenses that are included in the bigger figure of 2,800.
Q: Getting to you personally for a moment, you have been with
BBC from the beginning?
A: Well, almost, yes. BBC started as a limited liability company
on Jan. 1, 1923, and I joined in September 1923.
Q: What did they call you then?
A: I was called a general assistant and I did practically anything
I was told. I had to do most of the program planning and all the
coordination between London and the regions. As soon as we
started the Radio Times I became the program editor of the Pro-
gram Times — in other words, I did the time table. You see how the
two things are really part of the same job. As soon as I finished my
day's work, they made me go up and announce the programs.
Q: What was next?
A: Next they sent me out to Natal South Africa to start broad-
casting there. I had to start all over again from scratch. I was there
two years.
Q: And when they returned you to Great Britain, what happened?
A: Then they made me regional controller in Northern Ireland
for six years. That brought me to 1932. Then they brought me to
London as assistant head of the program side in London. This was
sound radio only, of course, in those days. I did that for four
years. Then I became the founder and first principal of the BBC's
staff training school, a job which I held for one year. I was sorry
that I didn't hold it for more than one year. But the job I wanted
most in life fell vacant at the end of the year and I applied for it
and that was west regional controller of the BBC, which I did for
nearly 19 years with an interval during the war when I was director
of administration in London. I became director of tv last year.
Q: What is your reaction to American television?
A: My reaction is that I admire a great deal about it, particularly
the slickness and competence with which everything is put on. It's
that wonderful — what we in Britain call — presentation. And I
know enough about this to know how very difficult it is. I very
much admire the way the Americans achieve that. You do it better
than we do.
Q: What type of programming do you think we do best?
A: It's very difficult for me to say because you see I've only
been here a week and I had a great many engagements. You can
understand, you've got so much television I've only been able to
turn the thing on in odd minutes here and there and look at it. I
don't think that I can give a sensible answer.
One program I did see the other night which I admired very
much indeed was on Mike Wallace. I saw him interviewing a Negro.
They were talking about the segregation problem. I thought it was
so well done. I thought if I could have this on my service, I'd be
very proud of it indeed.
Q: Have you had a chance as yet to observe the commercials
and the way that the presentation on commercial television in
the U. S. has compared to the commercial television in Britain?
A: I think, judging the thing by standards of commercial tele-
vision, that they're not doing too badly in Britain; I mean they're
getting on. But, of course, they haven't been as long in the business
as your people. And they have got a great deal to learn from them,
which I'm sure they are learning fast. Yours are, I think, in some
ways rather slicker. But I don't mean to say that I don't think our
people aren't doing very well; I think they are.
Broadcasting • Telecasting
Here Comes A New Way Of Life
That lonely truck moving through the night
is a symbol of the way we live today. What
you see, of course, is a modern motor vehicle.
What you don't see are the fresh and packaged
foods it's carrying to some suburban shopping
center, there to be unloaded before opening
time tomorrow . . . It's just one of many trucks
you'll probably meet before you get where
you're going — and one of millions continu-
ally at work across this country on the ever-
lasting job of moving increasing mountains of
merchandise of every description to where
they're needed . . . Actually it's a new way of
life, this truck you're passing in the night,
for with their flexibility and speed, their
ability to go wherever there are roads, trucks
have changed our whole pattern of living.
Today, because of trucks, we can live and shop
wherever we please — and mills and plants
can locate just about anywhere, too . . .
America is growing at a rate and in directions
undreamed of a generation or so ago and
made possible to a large extent by the truck-
ing industry, expanding to serve you.
AMERICAN TRUCKING INDUSTRY
American Trucking Associations, Inc., Washington 6, D. C.
THE SHORTEST DISTANCE BETWEEN TWO POINTS IS A^TRUCK^ LINE
Broadcasting • Telecasting
June 10, 1957 • Page 127
WANT TO READ OUR iuia..
HWS&MUS,c PI.AN Wulual's new
MUTUAL BROADCASTING SYSTEM ■ /WC
WORLD'S LARGEST NETWORK
7440 Broadway, New York 18, N. Y. Telephone LOngacre 4-8000
OFFICE OF THE
PRE S I DE NT
Mr. George Hatch June 7> 1957
Intermountain Network
146 South Main Street
Salt Lake City, Utah
Dear George:
Your agreement to the new MBS affiliate contract and operations schedule is most
gratifying. There can be no questions— it must be good for you — and for the nearly 400
stations in markets, large and small, who have already signed.
We studied this changing picture of Radio for many months. Our conclusion: that old
style network policy and program philosophy have gone by the board. Where else to look?
Why not at the objective attack on the problem by you Station operators, which can be
summed up as doing the things Radio does best? As a result, MBS is the first Network to
align its programming with the successful Station pattern of News, Music, Sports
& Special Events... a program rjartnership which will result in the most wanted
entertainment on the air.
For your Stations, it will mean freedom and independence thru a drastic reduction in option
time requirements. It will mean a powerful schedule of some 230 News broadcasts a week
on the hour and the half-hour . . . top tunes heard hours daily . . . special features such as
baseball Game of the Day, Notre Dame football, the Beck Hearings, etc. It will mean
literally "your own microphone in — " Washington, New York and other News centers. It will
mean 55 minutes out of every hour for you to sell — programs plus adjacencies.
For Mutual, it will quite frankly mean a streamlined network operation from which
management can expect a reasonable jarofit. And out of this come nearly 400 advertising
opportunities weekly for the national network sponsor, bringing flexibility of advertising,
saturation impact and low cost unmatched in the industry today — plus prompt,
automatic station clearance.
It is our confident judgment that the folks who listen to Radio 1.4 billion hours per week
are going to like this pioneer pattern — "things that Radio does best."
Thanks, again, for your whole-hearted co-operation.
Cordially,
^ John B. Poor
To Alert Advertisers - Call MB<5 c, , ^
'"formation on the few ch " 0fflCe f°r
fSW cho,ce availabilities left.
ROADCASTING •
MONDAY MEMO
from MARTIN HIMMEL, president, Dunnan & Jeffrey agency
COULD YOUR SPOT TV SUE FOR NON-SUPPORT?
IF ten commandments were to be written for spot tele-
vision advertisers, the first seven (since reiteration emphasizes
their importance) would be: "You can't sell a product that
isn't there".
Most successful spot television programs have profited
by this simple truth. Entirely too many advertisers expect
their television spot campaigns to create such intensive in-
terest that dealers everywhere will beat an immediate path
to their doors.
In the experience of our agency, we have found that spot
television advertising can indeed produce amazing results
in building and sustaining consumer sales of any legitimate
product. However, we also know that in any successful
program tv spots must be regarded as only the final link in
a chain of activities that must include intensive sales dis-
tribution, sound point of sale merchandising, and thorough
education at the retail level.
If all of these prior phases of a sound television spot cam-
paign are adequately fulfilled, then an advertiser can legiti-
mately depend upon his tv spots to do the rest.
A case in point is the success achieved by Pink Ice and
Tint 'N Set with a current advertising volume that ranks
the manufacturer 23rd in the nation's 200 top tv advertisers.
Pink Ice and Tint 'N Set, while enjoying today an annual
combined sale approaching $5 million, are relatively new
cosmetics. They came into being just two years ago.
At the very outset television spot was the medium through
which we hoped to acquaint the American public with Pink
Ice and Tint 'N Set.
Tv spots were chosen because we felt that every dollar
spent must be related to each individual market. The cash
register in each individual market became our guide.
OUR STRATEGY: TO PLAN, NOT CRAM
At no time have we endeavored to force distribution
through our chosen tv medium. Instead, our own agency's
marketing staff effected complete distribution in each targeted
market at least 30 days prior to the campaign kickoff. Thus,
the very first customer to ask for Pink Ice or Tint 'N Set
in any town where our tv spots were seen was able to acquire
the product on his very first try.
Obviously, this advance distribution pays off in many
ways, not least of which is the fact that it forestalls the
injurious word-of-mouth publicity so often heard: "It's adver-
tised— but you can't buy it anywhere".
We have stressed the importance of the first (through sev-
enth) commandment in our credo for spot television advertis-
ers, but in our agency commandments eight, nine and ten are
almost if not quite as important.
The eighth commandment, fundamental in our agency's
concept of a sound tv spot advertising program, is "to teach
the retail salesman how to sell our client's product". To do
this we conduct intensive on-the-spot sales seminars for re-
tail salesmen in each city where our client's products are to
be marketed. These sales meetings permit us to demonstrate
the actual use of these products; they make it possible to
coordinate the sales message on tv with the sales effort of
the retail clerk, and they make certain that the retail sales-
man is thoroughly familiar with the uses and advantages of
our client's products.
The ninth commandment is to set up a series of sales
incentives for salesmen in a store or in a community. These
sales incentives facilitate the "pushing" of a product at the
retail level and, more often than not, insure for our client
a far better display area in retail stores.
DO IT YOURSELF AND YOU'LL DO IT RIGHT
Finally, we have a standard rule: "To do a merchandising
job well, we must do it ourselves". We do not depend on
tv stations to do merchandising for us. By doing it ourselves,
our clients can always be certain that nothing has been
omitted, that nothing has been done in haste and that nothing
has been undone through inept public relations with our
client's customers.
This type of comprehensive, coordinated television spot
campaign must produce a successful result. With Pink Ice
and Tint 'N Set we have been successful with tv spot in
New York, Chicago, Los Angeles, Boston, Houston. Detroit
and other metropolitan communities as we have been in the
smaller, more easily saturated cities such as Greenville,
Spartanburg and Asheville.
While preparation of the market through prior distribu-
tion, point-of-sale merchandising and sales education is
essential, it must be remembered that tv spots gain im-
measurably in effectiveness as they are expanded in quantity.
A saturation tv spot campaign must characterize the consumer
approach.
Properly harnessed to a merchandising-advertising team,
tv spots can perform miracles. On KPRC-TV Houston, for
instance, 50 Pink Ice spots per week caused wholesalers to
send frantic wires for more merchandise after only seven
days of telecasting. Similar responses held true for WNAC-
TV Boston. WOR-TV New York, WBKB (TV) Chicago and
KTLA-TV Los Angeles.
It is so easy for a client to blame tv spots for the failure
of his advertising campaign. However, a little searching on the
client's part, may well place the blame on his very own
doorstep for his failure to secure distribution and adequate
merchandising to support the television spot effort.
Martin Himmel; b. Newark,
Nov. 3, 1925; educ. Irving-
ton (N. J.) High School.
Joined Vitamin Corp. of
America (Rybutol) June
1941. Served in Army. Or-
ganized Canadian subsid-
iary of VCA in 1952, serving
there as vice president and
general manager. Returned
to U. S. in 1954 as VCA vice
president in charge of ad-
vertising. Eighteen months
after sale of VCA to Rexall
Drugs, he joined former
Rybutol president in pur-
chase of Pink Ice Cosinetic
Co. Resigned to form own
agency in October 1955.
Broadcasting • Telecasting
June 10, 1957 • Page 129
EDITORIALS
Drawn for BROADCASTING • TELECASTING by Sid Hil
"Ifs a candy commercial . . . chocolate cigarettes for kids!"
Wired for Toll Tv
THE development of closed-circuit subscription television is
gathering significant momentum. It is not improbable that within
the next few years many U. S. cities will be wired for box-office tv
in the home.
This prediction is based upon the availability of common carrier
facilities to distribute wired tv. As reported in B»T last week, Bell
telephone companies are beginning to deal with subscription tv in-
terests. As reported in this issue, community antenna companies are
eager to participate. Plainly, the distribution problem is no longer as
difficult as it once appeared to be.
We may also assume that progress will be made in solving the
other major problem confronting the developers of toll tv — the
problem of program availability. It is obvious that the purveyor of
subscription television must offer programs which subscribers will
think are worth paying for. Program supply will be a continuing
problem for wired toll tv operators, just as it is a continuing problem
for broadcasters, motion picture exhibitors or anybody else who
seeks to attract an audience for a show.
The developers of wired toll tv will find program product if they
are resourceful and energetic enough. Since we are sure that re-
sourceful people will go into the field, we are equally sure that a
closed-circuit subscription system must figure in the planning of
everyone who competes for the leisure time of the American public.
In our view the development of subscription television as a wired
service is preferable to its development as a broadcast service. The
desirable broadcast frequencies are now in use by free television.
To put toll programs on the air would mean the displacement of free
programs. Distributed by wires, toll tv will grow as a competitor of,
not as a replacement for, free television.
To be sure, the added competition will not make life easier for
broadcasters, but neither will it make life impossible. Broadcasters
will always have the distinct advantage of competing against a pay
system with programs which are free.
de-Celler-ation
THE HOUSE Antitrust Subcommittee's report of its investigation
into television adds up in the main to a recommendation that the
Justice Dept. conduct investigations which it has already been
conducting — some for as long as 15 years.
Indeed the most important question raised by the report is why
the subcommittee spent so much time investigating the possibilities
of antitrust violations in television when the Dept. of Justice had a
force of investigators intensively exploring the same field. Of the
two investigations, that of the Justice Dept. promises to be the
more thorough and objective.
There is no room here to discuss in critical detail the conclusions
reached by the House Antitrust Subcommittee. It is enough to say
that the subcommittee was unanimous in those recommendations
which were not of particularly dramatic impact but far from
unanimous in those which were.
Possibly the most sweeping recommendation was for a "complete
and extensive investigation" by the Justice Dept. into "all phases"
of the music licensing field. Three of the subcommittee members
dissented and expressed confidence that the Justice Dept. had not
been remiss in its investigations of music dating back to 1940. Two
others expressed "additional views" somewhat tempering the con-
clusion. Still another member has been ill and did not participate
in the report. That left Chairman Emanuel Celler (D-N. Y.) as the
only member to espouse the unadorned conclusion.
It is difficult to put aside the impression that Chairman Celler is
predisposed to friendliness for ASCAP and suspicion toward BMI.
The presentation of the music testimony in the subcommittee's
report is loaded in favor of ASCAP.
Much of the significant information submitted by BMI is ignored
in the report. Much of the unsupported opinion of ASCAP wit-
nesses is included. Statistics on the use of ASCAP and BMI music
are twisted in interpretation to suggest a heavier emphasis on BMI
than actually exists. The portion of the report dealing with music
is, to be blunt, slanted so in favor of ASCAP that Chairman Celler
cannot escape the charge of pro- ASCAP bias. Indeed it is too un-
objective to be taken seriously.
Page 130 • June 10, 1957
It was perhaps an inadvertence, incidentally, that in a staff-pre-
pared news release summarizing the report it was said that the sub-
committee urged an investigation "to determine whether the anti-
trust laws have been or are being violated by BMI." BMI was
nowhere mentioned in the actual conclusions.
Three members of the subcommittee also dissented from the
wording of the report's suggestion that the FCC consider amending
its rules governing network option time. They wanted to emphasize
the importance which the networks attached to the option time
principle.
Only one proposal for new legislation was contained in the
report. The subcommittee pointed to the wide range of discounts
offered to volume advertisers by networks and said that similar
discounts in the sale of goods would violate the Robinson-Patman
Act. Accordingly, the subcommittee said it would consider intro-
ducing an amendment to the Robinson-Patman Act to make it
applicable to services as well as to commodities.
All in all, it is not a report that will provoke much if any action.
Broadcasters and others who were summoned as witnesses may be
pardoned for wondering if their time couldn't have been better spent.
Journalism At Its Best
WHATEVER the outcome of the great debate over what Soviet
Party Boss Khrushchev did or did not accomplish in his Face
the Nation interview over CBS, the June 2 broadcast must be ac-
claimed as a great journalistic feat. It happened here because there
is a free press and free enterprise — blessings unknown to the totali-
tarians.
Ten million Americans heard and saw the head of the Soviet
hierarchy. They heard little new because his words were party line,
the usual exaggerations and inventions. What was new was the face
and the manner of the man who leads world communism.
It was propaganda. Propaganda can be good or bad. Those who
tuned in did so because they were curious; they wanted to see,
hear and judge for themselves. We doubt whether many were de-
luded.
President Eisenhower at his news conference last Wednesday
obviously was unhappy about the exposure given the Soviet leader.
He alluded to CBS as a commercial firm in this country trying to
improve its commercial standing. This is unfortunate. We are sure
the President did not intend to repudiate his all-out support of
our free enterprise system and of our free press, which, by his
own words, embrace radio and television. His implied criticism
was against CBS, but it hits all broadcasting and all media of com-
munication.
What CBS and its affiliated stations carried was the "full text."
There was no coloration or slanting. The punctuation and the in-
flections were conveyed precisely — not as interpreted by an inter-
mediary of the press. It was bold reporting resulting from com-
mendable initiative. It was journalism at its electronic best.
Broadcasting • Telecasting
I'd like two blondes, one redhead,
and a brunette, please!
Once upon a time a manufacturer told his
advertising manager that he wanted to
break into the Detroit-Great Lakes market
with a new product. But he had to reach
women with high school educations, who
were in the middle and upper income brack-
ets. (Quite an order, eh?) But without bat-
ting an eyelash, his ad manager announced,
"You want WJR!" The spontaneity of the
answer amazed the manufacturer, who said,
"I do?" "Sure," the ad manager replied,
"WJR reaches more women on an average
day than the next 3 Detroit stations com-
bined! And WJR reaches more high school
graduates than the next 4 Detroit stations
combined. Furthermore, WJR reaches more
women in the middle and upper income
brackets than the next 5 Detroit stations
combined. And that's a lot of listeners!"
"And that's for me!" said the manufacturer.
Don't accept our word for this — contact
your nearest Henry I. Christal man. He
has the results of a Politz survey which
shows that WJR outdraws all other Detroit
stations in any listener category. It even
indicates that a vast majority of listeners
prefer and believe advertising on WJR over
all other Detroit stations.
Now then, how many blue-eyed blondes
and green-eyed redheads would you like
to reach?
The Great Voice of the Great Lakes
WIR
W 1| ■ -m Detroit
50,000 Watts CBS Radio Network
WJR's primary coverage area
— over 1 7 '000,000 people
preservatives
Son Francisco
AHonfa
Boston
Hollywood
Des Moines
B ROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION JUNE 1 7, 1 957 35c PER COPY
Philadelphia stations draw antitrust fines Page 31
The way is up for advertising, AFA hears Page 32
FCC ready to take on clear channel decision Page 52
Color rv: Only one bull in the marketplace Page 62
Antitrust in Philadelphia
Ad outlook promising — AFA
Clear channel case up again
Surveyed Fcictts
* WXEX-TV is your best buy — by far — to cover the whole Richmond TV area.
A 35-county Grade B area survey made by ARB proved conclusively:
* WXEX-TV leads any other Richmond station in total area rating points by 33y3%.
★ WXEX-TV leads any other Richmond area station in more quarter hours by 33>3%.
* WXEX-TV leads any other Richmond area station in total share of audience.
Don't project urban ratings to the Grade B set count. You get faulty cost-per-thousand figures.
Use the facts in the ARB area study. Get them in full from Select. Forioe or WXEX-TV.
Tom Tinsley, President NBC B AS I C — C H A N N E L 8
Nctioncl Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
YOU WIN,
MISS REGGIE SCHUEBEL!
Just tell us when you want to leave
for Bermuda . . .we'll do the rest.
And congratulations on this slogan:
"The SELLibrated Station
of the Golden Valley."
and the WHTN-TV giveaway goes on.*.
*175 to MR. LEE GAYNOR
*75 to MISS KAY KNIGHT
and on . • . additional prize winners
have been notified by mail.
Contest Judges :
Ken Cowan, Eastern Sales Manager, BROADCASTING-TELECASTING • Norman R. Glenn, Editor & President, SPONSOR MAGAZINE
Robert Hutton, Promotion Mgr., TV Div., EDWARD PETRY & CO., INC. • Sol Paul, Publisher, TELEVISION AGE
Thanks to all of you for getting in the act...
WHTN-TV
ABC Affiliate
CHANNEL 13
316,000 Watts
Huntington, W. Va.
WLES STATIO
;rt r. tincher general manager
Represented bv
Edword Petry S Co Inc
Terre Haute
INDIANA'S
2nd LARGEST
TV MARKET
257,970 TV Homes
CBS, NBC, and ABC Television Networks
TERRE HAUTE, INDIANA
■
BOLLING CO.. NEW YORK CHICAGO.
LOS ANGELES, SAN FRANCISCO, BOSTON
WTHI - TV
and RADIO, too!
[jgp T M. -CBS-TV
Published everv Monday
DeSales St.. N.W
fonday, with Yearbook Numbers (53rd and 54th issues) published in January and .^TOBnK°^^
Washington 6. D. C. Entered as second class matter March 14. 1933, at Post Office at Washington. D. C under act of .March 3. 18-3.
DALLAS TEXANS LOVE THAT
Channel ffi&
KRLD-TV is the overwhelming favorite with the
television viewers in Metropolitan Dallas (Dallas
County). Here there are 207,200 television homes.
(Metropolitan Telepulse Report, April, 1957.) This
important market in 1956, had a Consumer Spendable
Income of $1,724,146,000 and its retail sales amounted
to a whopping $1,327,834,000. (Source: SRDS Estimates
of Consumer Markets, January 1, 1957.)
NO OTHER TV STATION IN TEXAS
GIVES YOU AS MUCH COVERAGE AS KRLD-TV
Channel 4 is the lowest frequency in Dallas or Fort
Worth. This far-reaching signal is beamed with the
maximum power allowed by FCC from the top of Texas'
tallest tower. A strong, clear signal goes into 47 Texas
and 5 Oklahoma counties — where there are 602,525
television homes . . . where there are more than one-fourth
of Texas' population and one-third of Texas' television
sets, plus those in Oklahoma — an area larger than cov-
ered by any other Texas television station. That's why
KRLD-TV is the biggest buy in the biggest market in
the biggest state.
KRLD-TV, Channel 4, telecasting with maximum
power from atop Texas' tallest tower is the tele-
vision service of The Dallas Times Herald, owners
and operators of KRLD Radio, the only 50,000
watt full-time radio station in Dallas-Fort Worth.
The Branham Company, national representatives.
JOHN W. RUNYON CLYDE W. REMBERT
Chairman of the Board President
In Dallas, where 4 stations compete,
KRLD-TV
HAS THE MOST VIEWERS IN
ALL BUT ONE TIME SEGMENT
throughout the entire week!
MONDAY TO FRIDAY
KRLD-TV's share of the audience in Metropolitan
Dallas is greater than any other station's in all five
time segments. 7 a.m. to 12 noon; 12 noon to 6 p.m.;
6 p.m. to 10 p.m.; 10 p.m. to 12 midnight; 6 p.m.
to 12 midnight.
SATURDAY
Again, KRLD-TV has the greatest share of the
audience and leads in all of the five time segments
throughout Saturday's telecasting day.
SUNDAY
Sundays, KRLD-TV has the most viewers in four
out of five of the time segments. For the period,
12 noon to 6 p.m., KRLD-TV's audience leadership
is shared with another station.
Source: Metropolitan Dallas Telepulse Report
April, 1957
The BIGGEST buy in the BIGGEST market in the BIGGEST State
Ommd 4,VoMm
MAXIMUM POWER
Page 4 • June 17, 1957
Broadcasting • Telecasting
closed circuit
ANTITRUST WOES • Now that it's over,
some of criminally tagged Philadelphia
radio stations who were fined $1,000 for
fair trade policies (story page 31) are wish-
ing they hadn't let court, government and
their own lawyers talk them into abandon-
ing right to jury trial. It's understood they
agreed to throw themselves on mercy of
court in belief they would receive sus-
pended sentences or at least only fraction
of fines suggested by Justice Dept. and ac-
cepted by Federal Judge Allan K. Grim.
Only balm is fact that government attorney
and judge emphasized that FCC and other
agencies should not be influenced against
defendants because of alleged technical
violations of antitrust act.
B«T
GOADED by activity on Capitol Hill, such
as Celler Report and effusions by indivi-
dual members (Rep. John Dingell, Mich.;
Rep. Henry S. Reuss. Wis.; Rep. William
Bray, Ind.) Antitrust Div. of Dept. of Jus-
tice is expediting its preparations for series
of actions in communications field — pri-
marily tv. It wouldn't surprise close ob-
servers to see antitrust actions, perhaps
within month, dealing with such matters
as option time, must buys and talent con-
tracts involving major networks.
B«T
WHEN AND WHO? • With only two
weeks to go before vacancy occurs on
FCC with expiration of term of Chairman
George C. McConnaughey on June 30,
concern is being expressed not only on
Capitol Hill but on FCC itself over White
House lethargy. Unless there's another up-
set, it's regarded as certain that Comr.
John C. Doerfer will succeed Mr. Mc-
Connaughey as chairman, but it was still
open race for commissionership.
B»T
ONLY new name heard in running is that
of George R. Perrine, 49, chairman of
Illinois Public Service Commission, who
reportedly was under consideration months
ago but did not press his candidacy. He's
graduate of U. of Southern California and
also attended Northwestern. He's athletic,
has three children, background in banking,
and is reported to be of independent
means. But still very much in running, it's
reported, are George S. Smith, president
of Federal Communications Bar Assn.;
Mary Jane Morris, secretary of FCC (with
many women's groups working feverishly
in her behalf) and FCC General Counsel
Warren Baker.
B»T
FEWER MORNINGS AFTER • Reports
circulated last week that CBS-TV was
cutting out its purchase of Trendex ratings,
but network sources called this "an ap-
parent misunderstanding as a result of not
ordering some special ratings during the
summer" and said there's been "no change
of policy." Even so, it's understood that as
economy measure CBS-TV will no longer
order season-long special overnight Tren-
dexes on Ed Sullivan Show, Playhouse 90
and other regulars which in past it has
measured in special ratings week in and
week out. It'll continue as subscriber to
Trendex monthly service, but probably
will order special overnighters only on first
few of new season's shows and other
exceptional cases where time is vital.
B«T
RUSS PAULSON, Kenyon & Eckhardt,
Atlanta office, resigning to open new of-
fices of Burke, Dowling & Adams Inc. in
South Bend, Ind., to handle Studebaker-
Packard account. Louis Corrigan, also of
K&E Atlanta, moving to BD&A in South
Bend.
B»T
MUTUAL NEWS • Mutual officials are
predicting that within four to seven weeks
they'll have their hourly (on the half-hour)
five-minute newscasts completely sold out,
and that shortly they'll also have SRO
sign on 28-second IDs which follow news-
casts. They say only 33 of 114 weekly
newscasts remain available, with Miles
Labs, Kraft Foods, North American Ac-
cident Insurance Co., Quaker State Oil,
and Hudson Vitamin Corp. already under-
writing 81. Newcast sales are so good, in
fact, that Mutual's owner, General Tire &
Rubber Co., can't get time it wants for
weekday General Sports Time With Harry
Wismer.
B»T
TOILET goods advertisers and agen-
cies handling such accounts will be told to
purge their television commercials of ex-
cessive claims and "little white lies." Ste-
phen L. Mayham, executive vice president,
Toilet Goods Assn., is to tell Los Angeles
Ad Club tomorrow (Tuesday) that public
soon will rebel against worst offenders if
Federal Trade Commission doesn't get
there first.
B»T
WESLEY BUILDUP • Indicative of Shul-
ton Inc.'s growing use of network and
spot tv (see At Deadline story, page 9)
is expected announcement this week of re-
organization of broadcast section of Wesley
Assoc., Shulton agency. Named first radio-
tv director in agency's 29-year history
will be John L. (Jack) Zimmer. former
executive tv producer at Cunningham &
Walsh. Heretofore, all broadcast activities
of Wesley were handled by Joseph D.
Knap Jr.. media director, who doubled
as timebuyer and conducted radio-tv activi-
ties jointly with account executives. Mr.
Knap continues in his present post. Mr.
Zimmer is expected to build radio-tv de-
partment with first appointment to be
Dorothy Freedman (formerly with C. J.
LaRoche & Co.) as creative radio-tv copy-
writer. Office is to be opened at 10 Rocke-
feller Plaza, New York.
B»T
SID MESIBOV, director of public rela-
tions for Television Bureau of Advertis-
ing, due to move shortly to ABC-TV in
roll of director of special projects under
Oliver Treyz, vice president in charge of
tv network. He'll be third TvB alumnus
in ABC-TV hierarchy, along with Mr.
Treyz, former TvB president, and Eugene
Accas, former TvB vice president and di-
rector of operations, now ABC-TV ad-
ministrative vice president. Mr. Mesibov's
TvB successor to be named shortly.
B»T
COX REPORT • Decision probably will be
reached this week by Senate Commerce
Committee on adoption of report of
Majority Counsel Kenneth Cox on net-
work operations, with prospects it will be
favorable. Understood that such formid-
able members of committee as Chairman
Magnuson (D-Wash.) and Sens. Bricker
(R-Ohio), Pastore (D-R. I.) and Schoeppel
(R-Kan.) already have endorsed report.
B»T
PLAN of DuMont Broadcasting Corp. to
buy KTLA (TV) Los Angeles from Para-
mount Pictures Corp. [B»T, April 29, et
seq.] was reported last week to be snagged
at least temporarily by failure of negotia-
tors to reach agreement on price. But par-
ticipants insisted call-off was "not final"
and that negotiations were continuing. Du-
Mont stockholders month ago approved
management plan to acquire KTLA (along
with interests in three music firms) through
issuance of DuMont stock to Paramount,
already largest single stockholder in Du-
Mont (more than 20%).
B«T
FIFTH AND FINAL • Although CBS-
TV won't hang up SRO sign for public
gaze yet on its Thursday night Playhouse
90, network has signed Allstate Insurance
Co. through Leo Burnett Co., Chicago,
as fifth and final sponsor for next season.
Others announced earlier: Kimberly-Clark
through Foote, Cone & Belding; Bristol-
Myers, BBDO; American Gas, Lennen &
Newell, and Marlboro cigarettes. Leo
Burnett Co.
B»T
RKO Television Inc. expected to announce
this week it has signed with A. C. Nielsen
Co. as first commercial program packager
for full national tv service. Behind move
is desire by RKO television for research
material upon which it can base projected
ratings and costs in selling to advertisers.
RKO wants to talk to potential film spon-
sors in terms of audience composition,
cumulative audience, tune-ins, costs per
thousands and special survey data.
Broadcasting • Telecasting
June 17, 1957 • Page 5
REGIONAL RADIO
WOW
CBS
AFFILIATE
FRANK P. FOGARTY, Vice President and General Manager
BILL WISEMAN, Sales Manager
JOHN BLAIR & COMPANY, Representatives
WOW and WOW-TV, OMAHA • KPHO and KPHO-TV, PHOENIX
WHEN and WHEN-TV, SYRACUSE • KCMO and KCMO-TV, KANSAS CITY
Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
Page 6 • June 17, 1957
Broadcasting • Telecasting
THE WEEK IN BRIEF
LEAD STORY
Nine Baffled Defendants — Philadelphia stations and local
association induced to throw themselves on mercy of court
in antitrust case, suffer fines for possible technical violations
of Sherman Act. Page 31.
ADVERTISERS & AGENCIES
Advertising's Bigger Dollar Sign — 1,000 delegates at AFA
convention last week in Miami are told industry is $500 mil-
lion bigger than a year ago. Agencymen Ganger (D'Arcy) and
Cunningham (C&W) offer some good advice on media use.
Page 32.
Radio-Tv Circulation Audits — Plans for nationwide service
to advertisers and agencies face NARTB boards this week.
Page 35.
FEDERAL
The Clear Channel Issue — Twelve-year-old clear channel
case due to come under FCC's eyes, perhaps for keeps, this
Friday; Commissioners studying staff report which outlines
several courses of action. Page 52.
Lamb Finally Absolved — FCC gives broadcaster and Toledo
industralist clean bill on Communist issues three years after
accusations first were leveled by Broadcast Bureau. Commis-
sion renews license of WICU (TV) Erie, Pa. Page 58.
New Foe For Pay Tv — Sen. Thurmond introduces bill which
would prohibit the collection of a fee for viewing television
in the home. Page 54.
Johnston-Doerfer Differences — Eric Johnston and FCC
Comr. Doerfer exchange fast letters over what Johnston
terms an "unfounded slur" of the movie industry. Doerfer
says it's not so. Page 52.
'Open Curtain' Tv Proposed — Sen. Lyndon Johnson, in
wake of Khrushchev interview, urges regular exchange be-
tween U. S., Russia. Idea gets good reception here. Page 59.
FILM
How Film Fare Fared — American Research Bureau supplies
facts and figures on the 10 top film ratings in 10 major
markets during May. Page 48.
NETWORKS
New Sales, Program Heads For American — Tom C.
Harrison to succeed George Comtois as sales vice president.
Stephen B. Labunski to be v.p. with programming responsibili-
ties at outset, as network confirms "change of plans" on
William Morgan programming vice presidency. Officials also
plan expansion of time available for sale by affiliates on
station breaks. Page 79.
CBS Radio Calls For Confidence Vote — President Arthur
Hull Hayes answers affiliates group chairman's criticism of
programming and sales policies, says "complete reappraisal"
of network policies and operations must be faced if stations
disagree with network philosophies. But first reaction is
overwhelmingly favorable, he reports. Multi-million-dollar
Ford package still rankles some. Page 81.
NBC International Ltd. Set Up — NBC forms wholly-owned
subsidiary to handle tv operations abroad. Alfred Stern is
board chairman, Romney Wheeler president. Page 82.
STATIONS
Are 'Powerhouse' Stations Going The Way of High-
Button Shoes? — Controversial Adam Young Inc. study of
clear-channel stations claims power in powerhouse stations
may be more fury than sound. Page 90.
Night Radio Rate Cuts Opposed — Peters, Griffin, Wood-
ward says 10-month study shows that under existing rates
radio advertisers already get more for their money at night
than in more popular morning periods. Page 91.
Hope Group Buys Peoria V — Syndicate will pay $3 million
for WREX-TV. Three am sales reported. Page 90.
OPINION
Why Can't Networks Learn to Plan? —
Cunningham & Walsh's Jerry Feniger paints
a picture of the agency's frustration in setting
up long-range planning and promotions. He
writes in B»T's weekly Monday Memo.
Page 125.
MR. FENIGER
Square Holes For Square Pegs — That could be the summa-
tion of producer Herbert Leonard's advice to slot the syndi-
cated film product in the proper time period and to sell to a
sponsor who wants that particular audience. Page 122.
Tv's Opportunities For The Art Director — McCann-Erick-
son's William Duffy outlines the growing responsibility for
the men who do so much for the tv commercial. It's part of
Hastings House's new book on art directing, presenting con-
tributions from 70 experts in the field. Page 118.
MANUFACTURING
Reluctance in Color Tv — Many manufacturers appear reti-
cent to tool up extensively for tint set production. Outstand-
ing exception: RCA which expects big industry push in fall.
Page 62.
INTERNATIONAL
Bonnie Outlook for Tv — Commercial television comes to
Scotland Aug. 3 1 and STV Chairman Thomson reports on
the preliminary planning. Page 87.
DEPARTMENTS
ADVERTISERS & AGENCIES
. 32
LEAD STORY
31
AT DEADLINE
9
MANUFACTURING
62
AWARDS
68
MONDAY MEMO
125
CLOSED CIRCUIT
5
NETWORKS
79
COLORCASTING
22
OPINION
124
EDITORIAL
126
OPEN MIKE
15
EDUCATION
97
OUR RESPECTS
. 24
FILM
44
PEOPLE ,
.114
FOR THE RECORD
103
PERSONNEL RELATIONS
S£
GOVERNMENT
52
PROGRAMS & PROMOTIONS
. 98
IN PUBLIC INTEREST
26
RATINGS
. 36
IN REVIEW
22
STATIONS
90
INTERNATIONAL
87
TRADE ASSNS
70
UPCOMING 112
Broadcasting • Telecasting
June 17, 1957 • Page 7
* Date of NCS #2
Just this:
August, 1956 WQAM became a Storz Station.
October, 1956 WQAM went independent.
November, 1956 WQAM leaped to first place all day (28.4%, Hooper) without
a give-away.
February, 1957 WQAM rocketed to first place all day on Trendex (34.1%).
Feb.-Mar., 1957 WQAM jumped to first place all day on Pulse.
Mar. -Apr., 1957 WQAM now has more than twice the audience of the runner-up
station.
Apr. -May, 1957 WQAM now has more than 2i/> times the audience of the
runner-up station.
Next time somebody quotes NCS #2 about Miami,
yell for a Blair man, or get in touch with WQAM
General Manager Jack Sandler.
WQAM
covering all of Southern Florida
with 5,000 watts on 560 kc.
MIAMI
Today's Radio for Today's Selling
WDGY
Mlnneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
TODD STORZ,
President
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
Page 8 • June 17. 1957
Broadcasting • Telecasting
at deadline
New Kansas Tv, Pennsylvania Am
Among FCC Approvals Friday
FCC Friday announced grants of Kansas
tv station, new Pennsylvania am radio day-
timer and approved power hike for Wyo-
ming tv station notwithstanding objection
by competing Casper station.
• Central Kansas Television Inc. received
approval to operate satellite on ch. 1 1 Gar-
den City, Kan., rebroadcasting ch. 2, NBC-
affiliated KCKT (TV) Great Bend, Kan.,
with 53.7 kw power. E. C. Wedell and
family are principal stockholders. FCC
Comr. Bartley abstained from voting.
• Wireline Radio Inc. (William DeWire)
was granted 1010 kc, 250 w, daytime, in
Lewisburg, Pa.
• KTWO-TV Casper, Wyo., was given
permission to increase power from 207 w
to 13.71 kw and to relocate studio and
transmitter despite KSPR-TV Casper objec-
tion, which was denied.
Petry Opens Boston Office;
Walsh Heads Radio, Howard Tv
NEW office opened in Statler Office Bldg.,
Boston, today (Monday), by Edward Petry
Co., national station representative, bring-
ing total Petry offices to eight. Each office
has completely separate tv and radio opera-
tion, according to Edward Petry, president
of firm.
Bill Walsh, recently on WEEI Boston
sales staff, heads tv department of Boston
office and is office manager. Francis How-
ard, recently of WBZ-TV Boston sales staff,
is in charge of Petry's New England radio
sales.
New Miami V To Be ABC-TV
WPST-TV Miami, Fla., joins ABC-TV net-
work as primary affiliate when station goes
on air Aug. 1, according to Walter Koess-
ler, WPST-TV general manager, and Al-
fred Beckman, station relations vice presi-
dent of network. Affiliation shifts from
WITV (TV) Fort Lauderdale. Station will
be operated by Public Service Television
Inc., wholly-owned subsidiary of National
Airlines. It will operate on ch. 10 with 316
kw.
CBS Radio Promotes Davis
APPOINTMENT of Lucian Davis, manager
of network programs, CBS Radio, Holly-
wood, to new post of executive producer,
CBS Radio programming, Hollywood, being
announced today (Monday) by Howard G.
Barnes, vice president, programming, CBS
Radio. Mr. Davis, with CBS since 1936, will
be ranking CBS Radio official on West Coast.
No successor to William Froug, recently re-
signed [B«T, May 27] programming vice
president, has been named yet by network
headquarters.
Broadcasting • Telecasting
Shulton, Lever CBS-TV Plans
Complicated by Product Conflict
DOUBTFUL programming status of Tues-
day, 8:30-9 p.m. slot on CBS-TV next fall
reported settled Friday after prolonged dis-
cussions and screenings. Shulton Inc., Clif-
ton, N. J., and Lever Bros. Co., New York,
which last month rejected Slezak and Son
for that time, have agreed to sponsor new
CBS film package Eve Arden Show.
Unsettled is what products Lever Bros,
will advertise. Time period now is occupied
by Private Secretary re-runs sponsored by
Dove soap through Ogilvy, Benson &
Mather. But vexing Lever (and Shulton
Inc., too, which cannot advertise its Old
Spice shampoo) is sponorship by Procter
& Gamble of preceding (8-8:30 p.m.) Phil
Silvers Show. Lever and Shulton cannot
advertise "competing products", e.g. Dove
v. P&G's Zest, Old Spice shampoo v. P&G's
Drene, etc.
Thus, agency responsibility for Lever
passes from OB&M to I. Walter Thompson
Co., which handles Lux and Rinso. Shul-
ton's Agency is Wesley Assoc., New York.
NTA Reports Sharp Income Gain
NATIONAL Telefilm Assoc., New York,
reported Friday that net income for nine-
month period ended April 30, 1957, rose to
$818,592, equal to $1.23 per share, repre-
senting 328% increase over previous corre-
sponding period ($191,397 or 29 cents per
share). Net income for third quarter of
current fiscal year, ended April 30, was
listed at $309,961, or 47 cents per share, as
compared with $55,584, or 9 cents per share,
for same period ended April 30, 1956. Ex-
hibition contracts written in current nine-
month period amounted to $12,346,041, as
against $3,560,898 in corresponding period
of previous fiscal year, NTA said. Film
rentals for two periods were $7,680,763
and $2,259,013, respectively.
DIAMOND WANTS MORE
DIAMOND Match Co., New York,
is finding that tv is tailor-made for
demonstrating how its new "Neet-
Heet" product actually works. It's
reported that Diamond will expand its
current limited spot tv campaign in
17 markets (also spot radio in three
markets) to nationwide campaign
come next spring. Product is self-
starting briquets box designed for
outdoor-suburban use in barbeque
grills. Campaign ends after Labor
Day, with national drive opening up
next April. Used in tv are 20-second
and one-minute commercials. Dore-
mus & Co., New York, is agency.
• BUSINESS BRIEFLY
Late-breaking items about broadcast
business: for earlier news, see Adver-
tisers & Agencies, page 32.
THE MASCULINE APPROACH • Revlon
Inc., N. Y., slowly moving into men's
cosmetics line, this month began testing —
through tv, radio and newspapers — adver-
tising for Top Brass, men's hair cream.
Cities in 13-week test run are Cincinnati,
Atlanta and Denver. Emil Mogul Co. is
agency placing test campaign. Mogul ex-
pected to gain other Revlon men's products
as they come out.
MORE SCHWEPPES ON ORDER •
Schweppes (USA) Ltd., N.Y., bottler of qui-
nine water and ginger ale, pleased with its
two-week tv test campaign last year, re-
portedly will make extensive use of medium
in limited number of top, metropolitan mar-
kets later this month. Radio also will be used.
Agency: Ogilvy, Benson & Mather, N. Y.
COLD WEATHER PLANNING • Na-
tional Carbon Co. (Prestone antifreeze),
N. Y., through William Esty, N. Y., plan-
ning radio and television spot schedule with
same list of markets as last year. Schedule
kicks off at varied dates coinciding with first
"freeze" days in parts of country, starting
early in September.
TO GO WITH THE PROS • CBS-TV s pro
football games next fall (Sunday afternoons)
nearing goal of complete sponsorship with
following advertisers already in: Marlboro
cigarettes, Ballantine beer, Pabst beer and
Falstaff beer. Beer firms are taking parts
of games in their distribution areas. Drug
firm understood to be ready to sign for
rest of available time.
PLEASED CUSTOMER BACK • Clorox
Chemical Co., Oakland, Calif., which used
tv for first in its history last year, under-
stood to be planning to show its pleasure
with results by renewing schedule. Agency:
Honig-Cooper, S. F.
SPOTS ON STOCKINGS • Metro-Gold-
wyn-Mayer, N. Y., understood lining up
next movie radio spot campaign for "Silk
Stockings." Campaign will get under^ way
middle of July in top 15-20 markets. Dona-
hue & Coe, N. Y., is agency.
TARGETS DOWN EAST » Noxzema
Chemical Co., Baltimore, for its Noxzema
suntan lotion, placing radio spot announce-
ment campaign in half-dozen New England
markets. Contract runs from 8 to 10 weeks
with varied starting dates. Sullivan, Stauffer,
Colwell & Bayles, N. Y., is agency.
Continues on page 10
June 17, 1957 • Page 9
BUSINESS BRIEFLY
at deadline
Jump in Newspaper Space Rate
Cited as Radio-Tv Sales Aid
BIG increase in cost of newspaper space
per-million circulation provides broadcast-
ers with good selling argument, John F.
Meagher, NARTB radio vice president, told
Maryland-District of Columbia Radio & Tv
Broadcasters Assn. Friday at Ocean City,
Md.. meeting (see story page 70). He cited
Assn. of National Advertisers data showing
cost of line per million circulation in 250,-
000-and-over group had risen from $1.52
in 1946 to $2.41 this year, rise of 57.8%.
Circulation for same period in this group
was down 0.4% .
Maryland Gov. Theodore R. McKeldin
addressed broadcasters. Friday panel on lo-
cal news coverage included William E.
Coyle. WRC-AM-TV Washington; Jason
Pate, WASA Havre de Grace, Md.; Joe
Phipps, WWDC Washington, and Del Mal-
kie, WMAL-AM-TV Washington. Brig.
Gen. William C. Purnell, chairman, Disas-
ter Preparedness Committee, Baltimore
chapter, American Red Cross, spoke on
broadcasters and Red Cross disaster service.
Saturday session included panel on rat-
ing services, with Fred S. Houwink, WMAL-
AM-TV Washington, as moderator, and
James W. Seiler, American Research Bu-
reau; George Blechta, A. C. Nielsen Co.:
Lawrence Roslow, Pulse, and Frank Stis-
ser, Hooper.
Tele Movie Files for Toll Tv
Franchise in Oceanside, Calif.
Application for exclusive 25-year franchise
for closed-circuit toll tv in Oceanside, Calif.,
filed with city council by Tele Movie De-
velopment Corp., Los Angeles. Company
plans to accept between 1,000 and 1,500
homes with metered tv installations using
Telemeter coin box system developed by
International Telemeter Corp. [B«T, March
25].
Harrison W. Hertzberg, Tele Mov!e attor-
ney, said that cost of installing equipment
and connecting homes by cable to central
studio is estimated at $100 per home, put-
ting overall cost of pilot operation at $100.-
000 to $150,000. Whether installations
will be made by Tele Movie or by Pacific
Telephone & Telegraph Co. will depend on
phone company bid, Mr. Hertzberg said.
Kaiser Film Plan Falters
ONE of most ambitious tv sponsorship
projects for fall — Kaiser Aluminum &
Chemical Corp.'s plan to sponsor post- 1948
films on ABC-TV Sundays 7:30-9 p.m. [B«T.
May 6, et seq.] — reported Friday to have
fallen through, because of inability to ac-
quire movies of satisfactory quality. Kaiser
and agency. Young & Rubicam, New York,
will consider new periods and programs.
RCA's Burns Sees C-C Tv
Fostering New Educational Era
NEW educational era in which top-flight
teacher may lecture to students all over
U. S. by closed-circuit television and com-
mand salary comparable to that of best paid
businessman or entertainer was envisioned
by John L. Burns. RCA president, in com-
mencement address prepared for delivery
Sunday at Northeastern U., Boston. Mr.
Burns was to be awarded honorary degree of
doctor of business administration by North-
eastern, his alma mater.
Classroom tv, he said, could help over-
come education's twin shortages of faculties
and facilities, and make it possible to "draw
upon the greatest teachers in America."
KODY, WBMS, KTIX Sales
Among 13 Approvals From FCC
FCC announced 13 station sale approvals
Friday, including:
• KODY North Platte, Neb., to Hartley
L. and Margery S. Samuels and Judith S.
Scofield for $210,000. Same people own
WDLB Marshfield, Wis.
o WBMS Boston to Bartell Broadcasters
for $200,000. Bartell also owns WOKY
Milwaukee and has interests in WMTV (TV)
Madison, Wis., KRUX Glendale, Ariz., and
KCBQ San Diego.
• KTIX Seattle to Tele-Broadcasters of
Washington Inc. for $180,000. Tele-Broad-
casters (H. Scott Killgore) already has in-
terests in WPOP Hartford. Conn.; KUDL
Kansas City, Mo.; KALI Pasadena. Calif,
and WPOW Brooklyn, N. Y. At same
time Commission approved sale of WKXV
Knoxville by Tele-Broadcasters to Ra-Tel
Broadcasting Inc. (Henry T. Ogle and B. L.
Loring) for $94,1 16.
• WONN Lakeland. Fla., to Noyes Enter-
prises Inc. (Theodore P. Noyes Jr.) for
$169,000. Mr. Noyes has minority interest
through family in Washington (D. C.) Eve-
ning Star (WMAL-AM-FM-TV Washing-
ton).
• WGGG Gainesville. Fla.. to T. K. Cas-
sel for $100,000, conditioned on Mr. Cas-
sel's disposing of WOND Pleasantville, N.
J., in order to keep his holdings within max-
imum of seven permitted one person.
c WRNY Rochester, N. Y.. to WFEC
Miami principals for $90,000.
Cornberg Forms Consultancy
SOL CORNBERG, NBC director of studio
and plant planning for six years, Friday
announced resignation effective July 1 to
form Sol Cornberg & Assoc., New York,
consultant service in communications arts
starting Aug. 1. Mr. Cornberg is credited
with design of studios for NBC-TV's Today,
Home and Tonight shows and has served
as consultant to tv stations and networks
in various foreign countries.
Continues from page 9
SPOTS FOR CIGARS » General Cigar Co.
(White Owl and Robert Burns), N. Y., con-
sidering major radio and television spot an-
nouncement schedule which, if approved,
will start in September. Young & Rubicam.
N. Y.. is agency.
ALL SET TO SIGN • Contract represent-
ing approximately $1 million in gross annual
billing for NBC-TV understood to be vir-
tually set by network with Mentholatum Co..
Buffalo, for two quarter-hours one week and
three quarter-hours next, starting in Oc-
tober, in total of four daytime tv shows:
Price Is Right, Bride and Groom, Comedy
Time and Queen for a Day. Agency is J.
Walter Thompson Co., N. Y.
HERE COME TWO MORE • Two other
advertisers planning to spend total of about
$1.5 million on NBC-TV daytime periods.
Brillo Mfg. Co.. Brooklyn, reportedly set to
invest around $1 million in daytime partici-
pations (programs not set yet), effective in
fall, while Star-Kist Foods, Terminal Island.
Calif., plans to take over quarter-hour of
Tic Tac Dough (Mon.-Fri., 12-12:30 p.m.)
on alternate Fridays (12-12:15 p.m. segment)
to tune of about $500,000. Brillo agency is
J. Walter Thompson Co., N. Y., Star-Kist's
is Rhoades & Davis. S. F.
SHIFT IN STRATEGY • Colgate Palm-
olive Co., N. Y.. for Halo shampoo, under-
stood to be considering putting its tv net-
work budget into spot television. Firm spon-
sored The Bob Cummings Show, Thursdays.
8-8:30 p.m. on CBS-TV this season with
last show on June 27. Understood too, was
fact that although network was carried on
130 markets, tv spot schedule would go
into about half that number. Carl S. Brown
Adv.. N. Y., is agency.
DOVE GOES SOUTHWARD • Lever
Bros.' Dove soap expanding national distri-
bution into 15 south and southwest markets
starting June 30 as Ogilvy. Benson &
Mather, N. Y., places six-week tv introduc-
tory drive. Lever bought six northern mar-
kets for Dove earlier [B»T. April 29].
DRIVE IN FRUIT REGIONS • Geigy
Chemical Co., N. Y., for Diagnam (fruit
spray) buying six-week radio spot announce-
ment campaign starting today (Mon.) in
peak fruit areas. Wildrick & Miller. N. Y..
is agency.
SINGER CONSIDERING • Singer Sewing
Machine Co.. N. Y., considering NBC-TV's
Tuesday 10-10:30 p.m. period, alternate
weeks, for which NBC-TV bought The
Californians, Lou Edelman package which
had previously been sold to ABC-TV. If
Singer buys program and time period, an-
other alternate-week sponsor still will be
needed. Young & Rubicam, N. Y., is Singer
agency.
SHEAFFER MAY SWITCH • W. A Sheaf-
fer Pen Co., Fort Madison, Iowa, currently
handled by Russel M. Seeds Co., Chicago,
understood to be shopping for another agen-
cy with Leo Burnett Co.. Chicago, looking
late last week as likely successor to Seeds.
Sheaffer budget estimated at $2.5 million.
Page 10 • June 17. 1957
Broadcasting • Telecasting
Bexar County Coliseum has a capacity
of 11,950 seats for such events as
boxing, wrestling, rodeos, ice shows,
or the circus — bringing a continuous
flow of visitors to San Antonio each
month. Here is a prime reason why
this city is climbing in merchandise
store sales, beating Birmingham, New
Haven, Newark, and Spokane.
KENS-TV
EXPRESS NEWS STATION
ONLY ONE LEADER*
SAN ANTONIO, TEXAS
REPRESENTED BY PETERS, GRIFFIN, WOODWARD, INC
See the latest — ARB, PULSE, RORABAUGH
AROUND THE WORLD
IN 52
ADVENTURE-
PACKED
HALF HOURS
ON FILM...
WITH MCA'S "TOP TEN
ADVENTURE HIT...
JUST MADE AVAILABLE
TO LOCAL ADVERTISERS!
(U KNOW THIS SHOW IS WORTH
A FORTUNE IN RATINGS AND SALES!
YOU KNOW IT IS "TOP 10" IN 49 MARKETS! (latest available ARB ratings as of May, 1957) . . . with a
world-beating average of 26.9! You know you are going on the air with a huge and happy audience!
YOU KNOW WHY IT ALWAYS RATES HIGH! . . . because the REVUE PRODUCTIONS seal spells television's
finest film programs. Made on seven seas and five continents, soldiers of fortune takes viewers
adventuring in the mountain fastnesses of Tibet, the jungles of the Amazon, the menacing waters off
Hong Kong! Everyone claims to spend a fortune on production — Revue really does.
YOU KNOW ITS TERRIFIC SALES RECORD! Seven-Up, exclusive national sponsor, ran 26 of these programs,
took a look at the results, asked Revue to produce 26 more! Consistently high ratings are matched by
ideal audience composition — 50% adults, 50% kids.
Call your MCA TV Film Syndication representative for details on TV's most successful adventure hit
starring JOHN RUSSELL and CHICK CHANDLER
SOLDIERS
OPEN MIKE
Informed Opinion
editor:
I am impressed by the depth of study
that went into this article ["How P&G
Cleans up with Television" — B«T Business
Profile. June 3].
It seems to me you've done a good job in
sensing many of the factors at work in our
marketing operation and have presented
them in a most interesting fashion. . . .
Neil McElroy, President
Procter & Gamble Co.
Cincinnati
editor:
... I have read your article on P&G in
the June 3 issue of Broadcasting • Tele-
casting and I compliment you on a very
thorough and penetrating study. Your ref-
erence to the difficulty of getting to our
people through the Public Relations Dept.
was certainly restrained under the circum-
stances— although I suspect the implication
of being turned away with an empty brief-
case was belied by the wealth of your
material.
I am sorry we had to prove so difficult
and am glad that you were able to develop
such a fine article in spite of us.
O. M. Gale, Manager
Public Relations Dept.
Procter & Gamble Co.
Cincinnati
Green Bay: A Top Market
editor:
We were quite distressed upon seeing
the listing of the top 125 tv markets [B»T.
May 6] which did not include WFRV-TV
and Green Bay. . . . There are 357.340 tv
homes in the Green Bay tv market which
makes it the 50th tv market in the nation.
W. C. Porsow
Merchandising & Promotion
Manager
WFRV-TV Green Bay, Wis.
[EDITOR'S NOTE! — Due to an oversight, WFRV-
TV was not included although both the CBS and
the ABC lists submitted to the FCC in alloca-
tions proceedings, from which our May 6 list
was compiled, did list Green Bay.]
Film Handling Defended
EDITOR :
I don't agree with Mr. Nemec [Boyce
Nemec, New York consultant, who said
film costs may lead to tv tape use, B«T.
June 3].
Tape may come, but not because tv prints
are given "rough handling by inexperienced
station personnel, inadequate inspection at
the film exchange and failure to fix respon-
sibility for film damage by the distributors."
. . . We send thousands of prints every
week to stations and station people know
how to handle film. Sure. there"s some
damage, but the percentage is small.
As for inadequate inspection at the film
exchange, Mr. Nemec is invited to look at
our operations center to watch our film
inspectors at work. They work fast, but
every print that comes back is cleaned,
checked for breaks, sprocket holes, etc.
Lastly, stations know they're going to be
Broadcasting • Telecasting
billed for damage of any major size, so
they're careful with our prints.
I also heartily disagree with Mr. Nemac's
estimate of only "5 to 15" uses for a tv
print. We've gotten over 50 uses from
some. My estimate would indicate an aver-
age of 25-30 uses for a tv print.
Robert Kirsten
Director of Operations
Sterling-Movies U.S.A. Inc.
New York
The Pulse Tempo Was Right
editor:
Thank you very much for the excellent
writeup you gave my "Print vs. Broad-
casting Media" presentation [B»T, May 27].
I know that yours is not an easy task when
it comes to evaluating such material for
inclusion in your publication.
Sydney Roslow
Director
The Pulse, New York
All's Well in Wellston
EDITOR:
Perhaps some of the radio stations that
carry on a running battle with the home-
town paper might be interested in this little
[excerpted] story that appeared in the
Wellston Sentinel:
We want, belatedly but sincerely to congratu-
late WKOV on its increase in power to 500 w
and its change in frequency to 1330 kc . . .
in many communities relations between a ra-
dio station and the newspaper become strained
because of the competition for the advertisers'
dollar. But we feel that we. in Wellston, enjoy
a harmonious relationship. We, at the Sentinel,
eat three meals a day and we are certain that
the WKOV personnel, especially Manager
Parks Robinson, is equally privileged. A radio
station is an asset to the community, and so,
we modestly believe, is a newspaper.
Parks Robinson
General Manager
WKOV Wellston. Ohio
Assists for Agency Readers
EDITOR:
We would like very much to get quickly
any information that may have been printed
in your magazine during the past year . . .
which would indicate the plans of petroleum
marketers . . . [for] advertising of gasoline
and oil.
E. A. W. Schulenburg
Vice President
Ridgway Adv. Co.
St. Louis, Mo.
[EDITOR'S NOTE! — Tear sheets of appropriate
B-T news stories have been forwarded.]
editor:
We are looking for connections to do
some radio jingles. Could you recommend
several sources that we might contact?
L. James Siracuse
General Manager
A. M. Simcock Adv.
New Orleans, La.
[EDITOR'S NOTE — It's always a pleasure to rec-
ommend that tried and proved source-work, our
BROADCASTING Yearbook-Marketbook issue.
Starting on page 323, 1957 edition, is a directory
of radio program production and transcription
services.]
WHERE DO MOST
QUESTION: PEOPLE SPEND THEIR
VACATION?
ANSWER: At Home!
Yes, it's a fact, figures show that
most people actually stay at home
for their annual vacation, only a small
percentage go "out of town".
* * * *
All of which means that winter or
summer, there's always a BIG audi-
ence tuned to WFMJ radio in Youngs-
town, Ohio.
* * * *
Enjoy sales results by scheduling
your summer spot campaign on WFMJ.
Youngstown has up to 16 hours of
daylight time, making it a terrific buy!
* * * *
Ask Headley-Reed or call Mitch
Stanley, station manager, for avail-
abilities and rates. Sell Ohio's 3rd
market . . . Youngstown! Sell with
radio . . . WFMJ Radio!
Your Good Neighbor Sfation
June 17, 1957 • Page 15
I
Edward
THE ORIGINAL
NEW YORK • CHICAGO • ATLANTA
Millions and Millions of Dollars
were invested in Spot TV advertising by leading drug manufacturers during 1956.
Invested because Spot TV brings drug advertisers so many more sales dollars re-
turned for every dollar they spend. There's no waste. You pin-point the audience
you want ... in the markets you want. And drug advertisers find this rate of
return is even higher on Petry represented stations because they are the greatest
buys in their areas.
KOB-TV .
WSB-TV .
KERO-TV
WBAL-TV
WGN-TV .
WFAA-TV
WESH-TV
WTVD . .
WICU . .
WN EM-TV
WANE-TV
KPRC-TV .
WHTN-TV
WJ HP-TV
K ARK- TV
KCOP . . .
...Albuquerque WISN-TV Milwaukee
Atlanta KSTP-TV Minneapolis-St. Paul
Bakersfield WSM-TV Nashville
Baltimore WTAR-TV Norfolk
Chicago KMTV Omaha
Dallas WTVH-TV Peoria
.Daytona Beach WJAR-TV Providence
Durham-Raleigh KCRA-TV Sacramento
Erie WOAI-TV San Antonio
..Flint-Bay City KFMB-TV San Diego
...Fort Wayne KTBS-TV Shreveport
Houston WNDU-TV South Bend-Elkhart
Huntington KREM-TV Spokane
....Jacksonville KOTV Tulsa
Little Rock KARD-TV Wichita
. . . .Los Angeles
Television Division
Petry & Co., Inc.
STATION REPRESENTATIVE
BOSTON • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
I-N-C-R-E-A-S-I-N-G-L-Y the
Radio Station in Houston is
SHARE OF AUDIENCE
Hooper: March-April, 1957
Monday
thru
Friday
Monday
thru
Friday
7 A.M.-
—12
Noon
12 Noon — 6
P.M.
K-NUZ
29.4
K-NUZ
37.3
Net. Sta.
"A"
— 6.3
Net. Sta.
"A"
— 9.1
Net. Sta.
"B"
— 9.5
Net. Sta.
"B"
— 7.8
Net. Sta.
— 12.7
Net. Sta.
"QJ1
— 11.2
Net. Sta.
"D"
— 17.8
Net. Sta.
"D"
— 5.5
Ind. Sta.
"A"
— 5.9
Ind. Sta.
"A"
— 5.5
Ind. Sta.
"B"
— 2.5
Ind. Sta.
"B"
— 7.4
Ind. Sta.
"C"
— 8.0
Ind. Sta.
"C"
— 8.9
Take your choice . . . Hooper, Puise, Niel-
sen and Cumulative Pulse ALL AGREE
K-NUZ is No. 1 in HOUSTON!
and Radio in Houston is
2 4
HOUSTON'S
National Reps.: FORJOE & CO.—
New York • Chicago • Los Angeles •
San Francisco • Philadelphia • Seattle
HOUR MUSIC AND NEWS
Southern Reps.:
CLARKE BROWN CO.—
Dallas • New Orleans • Atlanta
IN HOUSTON, CALL DAVE MORRIS, JAckson 3-2581
Broadcasting Publications Inc.
Sol Taishoff Maury Long Edwin H. James
President Vice President Vice President
H. H. Tash B. T. Taishoff Irving C. Miller
Secretary Treasurer Comptroller
BROADCASTING
TELECASTING
THE BUSINESS WEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
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EDITOR & PUBLISHER: Sol Taishoff
MANAGING EDITOR: Edwin H. James
SENIOR EDITORS: Eufus Crater (New York), J.
Frank Beatty, Bruce Robertson (Hollywood).
Fred Fitzgerald
NEWS EDITOR: Donald V. West
SPECIAL PROJECTS EDITOR: David Glickman
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BUSINESS
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Business
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CHICAGO
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MIDWEST NEWS EDITOR: John Osbon
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SENIOR EDITOR: Bruce Robertson
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Bialas
Toronto, 32 Colin Ave., HUdson 9-2694
James Montagnes
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subscription including BROADCASTING Yearbook (53d
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*Reg. U. S. Patent Office
Copyright 1957 by Broadcasting Publications Inc.
Page 18
June 17, 1957
Broadcasting
Telecasting
NOTICE !
The success of the program formula of the Plough, Inc., Stations:
Radio Baltimore — WC AO; Radio Boston — WCOP; Radio
Chicago — WJJD and Radio Memphis — WMPS, is widely
recognized not only by the public but by local, regional and
national advertisers, and other broadcasters.
The production and method of presentation of the program
formula of the Plough, Inc., Stations is fully protected by copyright.
All rights are fully reserved and no portion may be lawfully used
without the express written permission of Plough, Inc., copyright owner.
For information on how you may obtain exclusive rights to use
this copyrighted production and program formula, contact: President,
Plough Broadcasting Stations, P. O. Box 248, Memphis, Tennessee.
Broadcasting
Telecasting
June 17, 1957 • Page 19
There's more to Florida !
Imposing is the record $1,200,000,000 spent by Florida's sun-worshipping visitors last year.
But bigger by far today is the ever-expanding spending power of Florida's year-round residents.
There's Jacksonville, for instance . mainspring of a dynamic
$1,775,521,000 market where population has jumped 20%, food sales 867c, drug sales 102{
since 1950. Total retail sales are up 90%.. . a rate of increase 78% above the national level!
and WMIilt n provides advertisers a golden opportunity to grow with the
market. For WMBR-TV's year-in, year-out dominance of the territory is unquestioned. Inside
metropolitan Jacksonville, WMBR -TV delivers almost five times the audience of its competition,
with the largest number of viewers in every quarter-hour of the week, from 8 a.m. to midnight.
And that 's only part of the picture. In all, powerful WMBR- TV covers a market totaling 67
northern Florida and southern Georgia counties ... 291,000 television families who have made
WMBR-TV an eleven-to-one favorite over any other station!
Sources: Sales Management Survey of Buy ing Power; ARB; ACS ?2 updated
Channel 4} Jacksonville — WMBR TV
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
IN REVIEW
WLomiiHf
Wpoon/
mm from Buffalo's
9R sellingest
■Hj radio station...
PBNY
Ho completely
mm New
mm Concept
I Radio
M Programming
look for details
in the July IS*
issue of B-T !
BURKE-STUART
National Representatives
THE JERRY LEWIS SHOW
IT's long been the practice of fan magazines
in search of "hot" copy to resurrect the
Martin-Lewis split and repeatedly question
their decision to go separate ways. But
Jerry Lewis' solo stint June 8 is ample
proof that the zany, frenetic performer
stands out whether billed as single or along-
side all the foils and fellow-clowns that can
be mustered.
Aided by the dancing team of Dick
Humphrey and Lou Spencer, his '"reprisal"
against entertainer Sammy Davis Jr. with a
spoof of the Will Mastin trio, was a gem
of comedy and dancing ability. Routines
with his 11 -year-old son, Gary, and his
father, Danny Lewis, as well as an old-time
"Charlie Chin" revival were equally hilari-
ous. The latter had 47-year-old Key E.
Luke as the No. 1 son of 31 -year-old
"Charlie Chin" Lewis and equaled any effort
of Sid Caesar.
Edyie Gorme, Nelson Riddle and a
chorus line that ranked among the better
made it an hour that merited many encores.
One other act involved was the comedian
team of Rowan & Martin, described as new-
comers on the horizon of entertainment.
Unfortunately for them, the surrounding
talent was too much competition.
Production Costs: Approximately $200,000.
Sponsored by RCA and Whirlpool Corp.,
through Kenyon & Eckhardt. and Olds-
mobile Div. of General Motors, through
D. P. Brother on NBC-TV; Colorcast Sat.
June 8, 9-10 p.m. EDT.
Producer: Ernest Glucksman
Directors: Jack Shea, Jerry Lewis
Writers: Harry Crane Arthur Phillips
BOOKS
ART DIRECTING: FOR VISUAL COM-
MUNICATION & SELLING, edited by
Nathaniel Pousette-Dart for Art Directors
Club of New York; 240 pp.; Hastings
House Publishers Inc., New York; $15.
THERE is little, if any room, on Madison
Ave. and other advertising centers for "art
for art's." But when used along with copy,
it makes up the stuff we call advertising,
be it tv or print media.
This book, lavishly illustrated by pictures
and colorful layouts, printed on heavy slick
stock, and bound to be kept, has been in
the making six years. Through 70 contribu-
tors from all fields of visual communications,
it tells the story of the art director, one of
the key men on any account.
Of particular interest is the tv section,
keynoted by William R. Duffy of McCann-
Erickson (for Mr. Duffy's contribution to
this book, see page 118). Others writing in
the tv section are Harry Wayne McMahan.
tv consultant now working with Dr. Ernest
Dichter: George Olden, CBS-TV graphic
arts director; Paul Smith, president of
Calkins & Holden Inc.; William Olden, ad-
vertising and sales promotion creative di-
rector at CBS-TV, and William H. Schneid-
er, vice president and creative director,
Donahue & Coe Inc.
HOW TO BUILD AN ORANGE CRATE
FROM OLD PIECES OF FURNITURE,
by Jack Cluett; 1 88 pp.; Doubleday & Co.,
New York; $2.95.
FOR loyal readers of the A&P grocery
stores' monthly magazine. Woman's Day,
this slim volume containing the collected
"indignant nonsense" of radio-tv columnist
Jack Cluett comes as a special bonus. For
Cluett is the supermarket version of John
Crosby: irreverent, highly critical of hokum,
giving no quarter to press-agentry. If much
of this book escapes the station manager in
St. Mary's-by-the-Pump, Idaho, the fault is
hardly his: too many of Mr. Cluett's radio-tv
columns deal with local New York phenom-
ena, such as the insomniac's delight, Miss
Nancy Berg. As regards the title, yes, Mr.
Cluett has built his orange crate, and loving-
ly so. It's on exhibit in Greenwich, Conn.
COLORCAST I N
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Colorcasting canceled for summer.
NBC-TV
June 17-21, 24-26 (1:30-2:30 p.m.)
Club 60, participating sponsors.
June 17-21, 24-26 (3-4 p.m.) Matinee
Theatre, participating sponsors.
June 17 (8-8:30 p.m.) Adventures of
Sir Lancelot, Whitehall Pharmacal
through Ted Bates and Lever Bros,
through Sullivan. Stauffer, Colwell &
Bayles.
June 17, 24 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham, Louis &
Brorby and Mennen Co. through Grev
Adv. '
June 18, 25 (8-8:30 p.m.) Arthur
Murray Party, Speidel through Nor-
man, Craig & Kummel and Purex
through Edward H. Weiss & Co.
June 19, 26 (8-8:30 p.m.) Masquer-
ade Party, participating sponsors.
June 19, 26 (9-10 p.m.) Kraft Tele-
vision Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
June 20 (10-11 p.m.) Lux Video
Theatre, Lever Bros, through J. Walter
Thompson Co.
June 22 (8-9 p.m.) Julius La Rosa
Show, participating sponsors.
June 23 (9-10 p.m.) Alcoa Hour,
Aluminum Co. of America through
Fuller & Smith & Ross.
Page 22 • June 17, 1957
Broadcasting • Telecasting
FAITH
Inborn — a child's faith.
But faith. ..in business ... must be earned.
That's why when we make a sale, we
also try to make friends. Friends won
through the sustained action of promises
performed.
As we see it, that's not only good busi-
ness philosophy. It's good business, too.
AVERY-KNODEL
INCORPORATED
NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES
WHEN TWO SOUTHERN CALIFORNIA
trademarks get together, it means busi-
ness . . . increased business, when they're
the famed mermaids of Marineland of
the Pacific, world's most spectacular cir-
cus of marine life (Julie Reding, left) —
and of radio station KBIG Catalina
(Marilyn Smith).
FOUR-MILLION-DOLLAR MARINE-
LAND of Palos Verdes Peninsula opened
in 1954. Originally it relied chiefly on
seasonal promotion. Then in 1956 Wil-
liam F. Monahan, Marineland's new vice-
president and general manager, decided
to seek patronage on a year-round basis.
SPOT PACKAGES on four radio stations
were bought on a 12-month schedule by
Roger Combs, vice-president of West-
Marquis, Inc. advertising agency, Los
Angeles. Results? A spurt of 40% in
business for the fiscal year ended April
1957 . . . and the authorization of a
million-dollar addition to Marineland this
fall by a delighted board of directors.
"SPOT RADIO, which gets a major share
of our media budget, also receives promi-
nent mention from customers as the in-
spiration of their visit" says Mr. Mona-
han. "KBIG's 600 spots over the past
year have brought us business from
below San Diego to well above Santa
Barbara — and from everywhere in be-
tween ! "
YOUR WEED MAN is a prime source
for other case histories to help you
evaluate Southern California radio.
JOHN POOLE BROADCASTING CO.
6540 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-310S
Nat. Rep. WEED and Company
OUR RESPECTS
to John Lawrence Burns
JOHN LAWRENCE BURNS is one of the presumably few persons with a doctorate
who ever voluntarily gave up a college professorship to take a job as a laborer in a
steel mill.
"I'd have been happy to start in as president," he recalls, "but nobody asked me."
Earlier this year, however, somebody did ask him, and on March 1 he took over
as president of RCA.
At 48, John L. Burns is a robust, youthful and comfortably relaxed man who looks
and talks more like the former college professor than the high-pressure executive
that is the popular conception of today's industrialist.
Born Nov. 16, 1908, at Watertown, Mass., he attended Watertown schools and
Northeastern U., where he received his B. S. degree in electrical engineering in 1930.
He was employed by the Western Electric Co. between 1927-1930 while studying
at Northeastern. In 1931 he earned his master's at Harvard, and three years later,
also at Harvard, his doctorate in metallurgy. While working for the doctorate he
taught metallurgy at Harvard for two years and at Lehigh for one, meanwhile working
also at Dewey Almy Chemical Co.
In 1934 he chucked the assistant professorship he then held at Lehigh — even
though the depression already had set in — and went job-hunting because he
wanted practical experience.
He landed with Republic Steel and was put to work in a 10-inch rod mill, juggling
450-pound coils of white-hot metal. It was a back-breaker.
"Some nights I'd be so tired when I got to my room in the South Chicago YMCA
that I'd have just enough strength left to get a shower and pile into bed — asleep
before dinner time," he says. "I didn't have enough energy left to go out to eat."
After about a year — during which he did find enough reserve energy to do some
research on electrical conductivity of special steels — he was transferred to the lab-
oratories to work on special problems. By 1936 he was head of the laboratories.
Subsequently, he served as director of quality control, director of process engineering,
superintendent of large ingot manufacture, manager of the Grand Crossing Works,
and, finally, superintendent of the Wire Div., which included the Grand Crossing
Works.
In 1941 he decided it was time to change again. He liked his work but he was
about 15 years junior to Republic's other superintendents, and further progress, he
decided, was apt to be necessarily slow. Also, he wanted to broaden his experience.
So he moved to the management consulting firm of Booz, Allen & Hamilton. Less
than a year later he became a partner. He has worked closely with RCA, a BA&H
client, for the past 10 years, and was called in as president when Frank Folsom
elected to give up the presidency in preparation for retirement two years hence.
Mr. Burns was married Aug. 29, 1937, to Beryl Spinney. They have two children,
John Spinney (loss), 13, and a daughter, Lara Lacey, 9, and live in Greenwich,
Conn.
He is president of the Greenwich Community Chest & Council, member of the
executive committees of the Boys' Clubs of America and the American Heritage
Foundation, a director of the Common Cold Foundation Inc., a corporate member
of the Crusade for Freedom, and a member of the Board of Visitors for the Air U.,
USAF.
His hobbies are golf, fishing, hunting, and reading, and his social memberships
include the Round Hill and Indian Harbor Yacht Club at Greenwich; the University
Club in New York; the Mid-Day Club in Chicago, and the Dutchess Valley Rod and
Gun Club at Pawling, N. Y.
Mr. Burns looks upon his new job as being mainly "to see that we get the infor-
mation we need in order to make the right decisions" and "working with people
and getting them to do the work to implement the decisions that have been made."
That the job is somewhat more complicated than he makes it sound is indicated by his
working habits, however: He is in his office before 8:30 a.m., works till 5:30 and often
till 6:30 or 7, and puts in another hour or so on the train commuting — "plus the
usual extra-curricular activities."
There's a timely story about his commutation. One morning early this year he sat
for an hour and ten minutes in a commuter train stalled in the tunnel to Grand
Central Terminal. In the RCA Bldg., an RCA board meeting was in progress. When
Mr. Burns finally arrived, he apologized for his tardiness: "All I can say is, it's a
helluva way to run a railroad — the New Haven Railroad, I mean."
Whereupon the board, accepting his apologies, got on with the business of electing
him president.
Page 24 • June 17, 1957
Broadcasting • Telecasting
»
f
t
CHERCHEZ l_A FAMILY BUYER.
SHE OFFERS YOU A LOVELY SALES CURVE
ON KOIN-TV, PORTLAND. OREGON...
EXCLUSIVE 30-COUNTY COVERAGE .. .
RATINGS YOU WISH EVERYBODY HAD.
The boys from CBS-TV Spot Sales
have her vital statistics in their little black book.
WPEN
FIRST!
IN PHILADELPHIA
MORE PEOPLE LISTEN TO j
WPEN THAN TO ANY
OTHER RADIO STATION*
*Pu/se March- Apr// 1957—6 A.M. to Midnight Monday thru Saturday
THE STATION OF STAR ENTERTAINERS
THESE ARE THE PERSONALITIES
PHILADELPHIA LIKES BEST
JACK O'REILLY
5:00-9:00 A.M.
RED BENSON
10:00 A.M.-1:00 P.M.
PAT & JACK
9:00-10:00 A.M.
MAC McGUIRE
THE 950 CLUB
1:00-3:00 P.M.
Sundays 10 A.M. -6 P.M.
CAL MILNER
& LARRY BROWN
THE 950 CLUB
3:00-7:00 P.M.
BUD BREES
7:00-11:00 P.M
FRANK FORD
11:00 P.M.-2:00 A.M.
ART RAYMOND
2:00-5:00 A.M.
THE BEST I N
RADIO ENTERTAINMENT
24 HOURS A DAY
7 DAYS A WEEK
WPEN was years ahead in
establishing itself as Philadelphia's
Music and News station.
We are an independent station, free to
program to local tastes. We offer
Entertainers — not platter spinners. And
we program them in long blocks of
time to give the audience an opportunity
to form lasting listeninq habits.
We are dedicated to the proposition
that only top calibre entertainers
provide top flight entertainment.
And the music they play is selected
with loving care.
Commercial messages are not delivered
between network shows by nameless
announcers. Our clients' sales are
managed by Star Entertainers whose
names inspire loyalty and confidence in
the products they sell.
We are first. There is no other place
to go — so we intend to stay right here.
Represented Nationally by GILL-PERNA INC. — New York. Chicago. Los Angeles. San Francisco and Boston
take
and get the whole
rich northern
Florida market, that
The PERRY STATIONS
cover as no
other media can . . .
completely, effectively,
and with apparent but
deceptive ease.
THE PERRY STATIONS
1 wjhp AM, rm TV Jacksonville
I
WCOA Pensacola
I
wtmc ocala
j
wdlp I Panama City
wesh-tv Daytona Beach
Radio Stations Represented By:
JOHN H. PERRY ASSOCIATES
TV Stations
REPRESENTED BY PETRY
IN PUBLIC INTEREST
WDRC Supports Summer Camp
A FUND DRIVE over WDRC Hartford
for funds for Camp Courant, a summer
children's camp operated by the Hartford
Courant, reportedly hit the $1,200 mark.
The drive, conducted on the 6:20 p.m. Jack
Zaiman Background News Program, is an
annual affair over WDRC.
Dead Men Speak for Autopsies
SINCE March 3, when KDKA-TV Pitts-
burgh presented a program on the impor-
tance of autopsies on its House Call series,
the autopsy rate has risen from 38% to
60%. The rise is credited entirely to the
effect of the program, "Dead Men Do Tell
Tales."
Disc Jockey Airs Program
WILSON HURST, disc jockey, WKY-AM-
TV Oklahoma City, briefly changed altitude
when he emceed his weekly show, Wilson
at Work, from "the air" — an Air Force
Reserve C-45, property of the 69th Troop
Carrier Squadron at Tinker Field, Midwest
City, Okla. The special show was scheduled
in connection with the Air Force's new
six-month reserve enlistment program.
KTTN Aids Cancer Drive
WITH a goal of $1,608, and only $1,245
collected in the Grundy County Cancer Fund
Drive, KTTN Trenton, Mo., initiated a ra-
dio marathon for the remaining two days of
the drive. As people phoned in their con-
tributions, the station put its "beeper" phone
service into operation so contributors could
announce their own names and addresses
and the amount they wanted to contribute.
Grundy was one of the first nine counties
in the state to reach its goal.
Star Helps Send Boys to Camp
CLINT WALKER, star of ABC-TV's
Cheyenne series, came home to Alton, HI.,
to make a personal appearance at a rodeo
on lune 2 sponsored by the Alton Police
Department, with all proceeds going to the
Alton Police Youth Camp. Although tor-
rential rains forced a two-week postpone-
ment of the rodeo, they did not prevent Mr.
Walker from making a special appearance
on a 15-minute program on KTVI (TV) St.
Louis, with Bruce Hayward doing the in-
terview. The rodeo was reported a success,
with Mr. Walker selling autographs for $1
and permitting all comers to shoot his six-
shooter for $5.
Radio Reunites Family
GILBERT M. HUTCHISON, general man-
ager, WAAA Winston-Salem, N. C. reports
that a brother and sister were reunited after
a 29-year separation. The sister, Mrs. Lola
McKinney of Atlanta, Ga., had tried to lo-
cate her missing brother, Clifford Palmer,
since 1928. She wrote Larry Williams asking
him to read her letter on the air. The letter
was read one time and was heard by one of
Mr. Palmer's co-workers who immediately
passed the message on to Mr. Palmer who
wired his sister at once.
Page 28 • June 17, 1957
Broadcasting • Telecasting
If you are not yet in operation with new RCA Image
Orthicons— which now combine super-dynode and
micro-mesh designs— get set for new improvements
in picture quality and camera chain operation that
will surprise you. Now you can say good-bye to dynode
burn. No need to defocus anymore to kill mesh
pattern and moire, and every tv station man will
like this good news: RCA Image Orthicons with
Super-Dynode and Micro-Mesh design deliver top
quality performance longer than ever before.
RCA-5820's and -6474's with micro-mesh and the new
super -dynode design are available from your RCA
Industrial Tube Distributor. Both types are directly
interchangeable with all previous RCA-5820's and
-6474's. For technical details on RCA Image Orthicons,
write RCA Commercial Engineering, Section F 130,
Harrison. N. J.
CAMERA TUBES FOR TELECASTING
radio corporation of America • Electron Tube Division • Harrison, N. J.
FACTS ABOUT RCA SUPER-DYNODE
For black-and-whiie
i Less dynode texture in "low-key" scenes
For co/or and black-and-white
i Easy to adjust dark-shading
• More uniform picture background
i Decelerator-grid voltage can be set at
optimum value for highlight uniformity—
throughout tube life
Minimum undesirable background texture
in low-light areas
Cleaner colors in the dark areas
FACTS ABOUT RCA MICRO-MESH
Eliminates mesh pattern and moire' effect
without defocusing
More than meets all technical
requirements of 525-line TV system
750-mesh tube used with aperture-
correction circuits can provide 100%
response for 350-line information.
500-mesh tube without aperture-
correction circuits produces only about
60% response for 350-line information.
Although correction circuit can be used
with 500-mesh tube, such use emphasizes
moire and beat-pattern probU-ms
Micro-Mesh minimizes beat pattern
between color subcarrier and frequency
generated by the beam scanning the
mesh-screen pattern
Improves detail of color pictures
ARE YOUR
TV SCHEDULES
REACHING THIS MUCH
OF ARKANSAS?
On KTHV, they will!
\J^ITH 316,000 watts on Channel 11 and with the tallest
antenna in the Central South (1756' above average terrain!),
KTHV gets regular viewing response from most of Arkansas
— 62 counties to be exact!
Ill
Take a good look at the mail map above. Notice that KTHV
penetrates to all six surrounding states — and actually pulls mail
from viewers in Mississippi, Missouri, Oklahoma and Texas.
Ask your Branham man for all the big KTHV facts.
r Channel 11
LITTLE ROCK
316,000 Watts
Henry Clay, Executive Vice President B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK, ARKANSAS DEMOCRAT, LITTLE ROCK, AND KWKH, SHREVEPORT
Broadcasting • Telecasting
BROADCASTING
TELECASTING
Vol. 52, No. 24 JUNE 17, 1957
FAIR-TRADE PACT DRAWS SENTENCES
© Dazed Philadelphia stations ruled in antitrust violation
@ Both judge, prosecution admit doubt of defendants' guilt
NINE Philadelphia radio stations stand
branded by a federal court as criminal anti-
trust law violators despite the expressed
opinions of the Dept. of Justice and U. S.
District Court that:
• There is doubt they violated any law
and/ or the public interest.
• If they did, it is technical and involves
no moral turpitude.
The nine learned Thursday that they had
been fined $1,000 each for attempting to ad-
here to fair trade practices and their local
association had been fined $5,000.
These broadcasters, having spent an esti-
mated $250,000 for lawyers in the last year,
were persuaded to enter a technical nolo
contendere (no defense) plea in the Dept.
of Justice criminal antitrust indictment
against them. They did this, B»T learned,
• On the advice of their lawyers, who had
conferred with Dept. of Justice attorneys and
Judge Allan K. Grim, of U. S. District
Court, and
• To avoid legal jockeying that might have
run the expense over a million dollars, and
jury trial after a series of conferences with
all parties involved. Westinghouse held out
for several days, insisting it did not want to
join the other eight defendants in the effort
to avoid the heavy expense of a trial.
Both government counsel and Judge Grim
made special reference to the Westinghouse
position in their statements, noting that WBC
apparently had not been involved in the
original actions in question.
The year-long legal bickering began in
May 1956 when U. S. marshals subpoenaed
records of 10 Philadelphia radio stations at
Dept. of Justice request. A federal grand
jury in Philadelphia returned an indictment
in June [B«T, July 2, 1956], charging 10
station members of the Philadelphia Radio
& Television Broadcasters Assn. and eight
of their officers with illegally fixing radio
time charges, violating the Sherman Act.
Sales managers of nine of the 10 associa-
tion member stations had wired Dancer-
Fitzgerald-Sample, Chicago, that they would
stick to published rate cards and observe a
fair-trade code. Convinced of the legality and
charges against L. M. C. Smith, d/b Franklin
Broadcasting Co., and Raymond S. Green,
general manager of Franklin (WFLN [FM]).
In a statement issued after Judge Grim
pronounced sentence, the defendant stations
said the indictments involved charges that
the Philadelphia association and its members
had an agreement in restraint of trade be-
cause of the code of ethics. In this code the
members subscribed to fair competitive
practices and generally disapproved discrim-
ination or secret rate deals with advertisers.
The government, it was explained, con-
ceded there was no agreement that the rates
published by a radio station would be uni-
form or that any station was prevented from
independently changing its rates.
It was explained the defendants entered
pleas of nolo contendere "in order to dis-
pose of the matter without further litiga-
tion." The association pleaded guilty to the
antitrust violations but the individuals named
in the indictment threw themselves on the
mercy of the court after a series of confer-
ences last week in Washington.
THESE GOT OFF— BUT THEIR STATIONS DIDN'T
CASKEY
TETER
GIMBEL
STANTON
5ANKS
MAHONwY
THORNBURGH
THESE EIGHT, operating executives of Philadelphia radio stations
when the Dept of Justice brought criminal antitrust charges a
year ago. were cleared Thursday when U. S. District Court
dropped the cases. The court, however, fined nine stations $1,000
each and the Philadelphia Radio & Television Broadcasters Assn.
$5,000 for joint action involving rate charges.
• To keep from jamming a court that
didn't want to clutter its calendar with litiga-
tion involving a fuzzy technical matter that
could be settled if defendants would throw
themselves on the court's mercy.
For the first time any broadcaster could
recall, a routine radio business practice
wound up in a juridical antitrust circus.
Special victim of the nebulous Dept. of
Justice charges was Westinghouse Broadcast-
ing Co., which wanted to go through a trial
and seek to prove its innocence. WBC
agreed, with "extreme reluctance," to forego
public interest involved in association
actions, the members gave wide publicity to
their policies.
That triggered Justice Dept. action and
wound up Thursday when Judge Grim, at
government suggestion,
• Fined the Philadelphia association
$5,000 after it pleaded guilty.
• Fined nine radio stations $1,000 each
after they pleaded no defense, and
• Dismissed charges against eight individ-
ual executives of the stations.
Earlier the court had dismissed antitrust
Stations sentenced to pay $1,000 fines
were WHAT. WPEN, WIP, WDAS, WIBG,
WJMJ, WCAU, WFIL and KYW. KYW at
the time was a Westinghouse-owned Phila-
delphia station. It later became an NBC
station (WRCV) in a Westinghouse-NBC
exchange of Cleveland and Philadelphia
properties. The KYW call went with West-
inghouse to Cleveland.
The charges against Messrs. Smith and
Green as well as WFLN had been cropped.
Charges were dismissed Thursday against
these individuals: William A. Banks. WHAT:
Broadcasting • Telecasting
June 17, 1957 • Page 31
PHILADELPHIA STATIONS continued
William B. Caskey, WPEN; Benedict Gim-
bel, WIP; Robert A. Klein. WDAS; John
Mahoney, WIBG; Patrick J. Stanton, WJMJ;
Donald W. Thornburgh, WCAU, and Robert
Teter, KYW (now with Peters, Griffin.
Woodward representative firm). No individ-
ual was mentioned in the case of WFIL.
While the charges against the stations
were misdemeanors involving no moral tur-
pitude, and while the government conceded
there was no agreement to have uniform
rates or to prevent a station from operating
as it sees fit, the court refused to accept a
plea that sentence be suspended.
Westinghouse was especially unhappy in
view of its belief in the company's innocence
and the desire to go to trial. Having been
persuaded, after lengthy argument, to give
up its right to trial and plead no defense,
WBC apparently hoped it would not be
fined. This was especially noticeable after
both the government attorney and Judge
Grim made special reference to the West-
inghouse position.
The Justice Dept. has pending two other
antitrust actions involving the industry — one
against NBC, which is charged with having
coerced WBC into swapping its Philadel-
phia radio-tv stations for Cleveland prop-
erties, the other charging block-booking by
several film distributors.
As a result of the Thursday court action,
the Justice Dept. has dropped its civil suits
against the stations and their association.
Judge Grim, who had strongly recom-
mended the settlement, said in imposing
fines:
"I do think it is appropriate at this time
to make the statement that I think no moral
turpitude is involved or in fact has been
shown in this case. I believe also that what
was done by the men in this case was done
in what they believe to be the best interests
of their employers and the public. I hope
that when that point is called to the atten-
tion of the government agencies, particu-
larly the FCC, that these agencies will agree
with me in my statement that no moral tur-
pitude was involved in the case and also
what was done here will not reflect on the
defendants in any other case.
"As to some of the defendants, notably
the Westinghouse corporation, I doubt se-
riously if these defendants are guilty. Never-
theless I shall accept the pleas which have
been offered and the suggestions of the gov-
ernment as to sentence.
"A spokesman for one of the radio sta-
tions involved stated that the sales of radio
time by a station to one customer at the
published price and to another customer at
a price less than the published price would
constitute a violation of the law and is the
type of thing which the Dept. of Justice and
the Federal Trade Commission have en-
deavored to prevent in the past. He added
that in a recent hearing before a Senatorial
committee, representatives of the Dept. of
Justice, when asked, had indicated that such
a discriminatory practice with respect to ra-
dio time would probably constitute a viola-
tion of the law. He further stated that it was
in order to prevent such unfair discrimina-
tion that the radio association had adopted
its code of fair business practice."
William L. Maher, as chief government
counsel, said Thursday in his summary to
Judge Grim that the government recognizes
the evidence in its possession indicates that
"Westinghouse management directives to
avoid antitrust involvements antedated the
acts alleged in the indictment.
"I believe that it should be made clear,"
he said, "that this case was brought solely
to enforce the Sherman Antitrust Act. It
was not brought to impair, prejudice or re-
flect upon the qualifications of any of the
corporate defendants as licensees of the FCC
in the field of broadcasting. We have no evi-
dence in this case that the defendants in
this case have failed to program and conduct
the broadcasting operations of their stations
as they individually saw fit to do in the pub-
lic interest.
"The violation alleged in the indictment
is a misdemeanor and as such does not in-
ADVERTISERS & AGENCIES
ABOUT 1,000 delegates from advertising
clubs throughout the U.S. met at Miami
Beach last week for a quick reading of the
advertising industry's pulse. At the 53rd
annual convention June 9-13 of the adver-
tising Federation of America in Florida,
they heard:
• The industry is $500 million bigger than
it was a year ago, and ought to be at least
30% more so by 1965 — wh^n the annual
level of advertising media expenditures will
rise to $13.5 billion, or more (see separate
story) .
• An agency executive — D'Arcy Board
Chairman Robert M. Ganger — has con-
cern over advertising expenditure claims
getting out of hand. He warned that con-
stant padding of figures, in campaigns and
in talent contracts, if continued could
boomerang and hurt the advertising business
(see separate story).
• Another agency head, John P. Cun-
ningham, president and board chairman of
Cunningham & Walsh, assure magazine ad-
vertisers that magazines ought to be able
to live alongside other media, particularly
competitor tv.
• The topic of an advertising "image"
receiving more and more attention among
advertising practitioners.
• A wealth of other topics and speeches,
covering motivation research, public rela-
tions, copy techniques and research, prob-
lems of the medium-sized business in market-
ing and advertising, direct mail and retail
advertising.
Highlights:
Mr. Cunningham, discussing "Magazines
. . . Up to Now . . . and From Now On,"
rejected the view that television will have a
harmful effect on magazines, and, on the
contrary, felt that the media "will live hap-
pily side by side." He foresees mutual pro-
motional endeavors by one medium on be-
volve moral turpitude."
Mr. Maher told the court that for four
years it has been the announced policy of
the Dept. of Justice not to agree to nolo
contendere pleas in antitrust cases except
under unusual circumstances.
Addressing Judge Grim on behalf of the
defendant broadcasters, Morris Wolf,
WPEN counsel, said on behalf of all de-
fendants :
"I doubt if your honor has ever had be-
fore him in a criminal case defendants who
are as puzzled about what has happened to
them as are the nine Philadelphia radio
broadcasting stations who just have pleaded
nolo contendere and are awaiting sentence.
"The main accusations against them are
that their sales managers joined in sending
a telegram to an advertising agency at Chi-
cago [Dancer-Fitzgerald-Sample] and that
the association of which they are members
half of the other, with magazines-on-the-air
and tv awards sponsored by magazines
flourishing.
Mr. Cunningham acknowledged that tele-
vision soon will be a "most important color
medium." But he quoted from a recent
Magazine Advertising Bureau pronounce-
ment, which said, "tv's color won't be any
more of a substitute for magazine color than
a sky-rocket is for a painting," then added:
"I am sure advertisers will want both
the skyrockets and the paintings of their
products."
Motivation research was discussed by Dr.
Ernest Dichter, president of the Institute
for Motivational Research Inc., and Herta
Herzog, director of research at McCann-
Erickson Inc., New York.
Dr. Dichter presented a set of motivational
factors — psychological for the most part —
that help persuade the consumer to buy a
particular product. These, he indicated, help
the advertiser in determining who buys and
who doesn't; who can be sold and who can-
not; why they buy or don't buy; how
customers can be reached effectively and
economically, and what the trends are now
and in the future.
Miss Herzog explained how motivation
research can be applied in understanding
the consumer.
The "image" theme was carried through
by William D. Tyler, a vice president at
Leo Burnett Inc., Chicago, who warned that
impulse buying has been replaced by fast,
on-the-fly purchasing of "a lot of things very
fast." The buyer knows a little about many
products and brands rather than a lot about
a few. Thus, advertisers must try to get one
important thought about the product into
the buyer "as he races by." This brings the
emotional feeling about a product — an im-
portant factor in advertising today.
Since even "alert people" find it difficult
1,000 ATTEND AFA CONVENTION
• They find industry growing, but get warning
• Media competition, 'imagery7 among topics
Page 32 • June 17. 1957
Broadcasting • Telecasting
published a code of practices. In this tele-
gram these sales managers (WCAU not
joining) told the advertising agency that
they adhere strictly to the rates published
by them and referred to their respective
sales representatives to explain the merits of
each of their fiercely competing stations.
The code of practices which is complained
of contains six provisions. The one attacked
is as follows: 'Members subscribe to fair
competitive practices and in furtherance
thereof generally deprecate and disprove of
discrimination, deviation from published
rates, secret rebates and special arrange-
ments with advertisers."
"These two acts, the defendants who par-
ticipated in them thought, entitled them to
applause from the public and appreciation
from advertisers. It seems to them to assure
the same kind of fair treatment that appar-
ently is required by many acts of the Fed-
eral Government, by the Robinson-Patman
Act, by the Federal Trade Commission Act
and by the Federal Communications Act
and which committees of Congress have
emphatically endorsed.
'They were proud of what they had done
and gave it the widest publicity they could.
To their amazement they found that these
acts which they thought merited commenda-
tion brought them the humiliation and dis-
grace of being indicted by the government
for violation of the laws of the United
States. By the advice of their counsel, who
were influenced in giving that advice by the
recommendations which your experience
led you to make, they have pleaded, still
not understanding why, no defense.
"The question is — how shall they be pun-
ished? The government's awesome power
of indictment coupled with vulnerability of
licenses of the FCC. brings them to this
humiliating position. The government has
recommended fines which I am sure to it
[the court], accustomed to dealing with crim-
inal prosecutions, seem very merciful. To
us it seems otherwise.
If these defendants have been guilty of
a crime, it is a miniature crime and de-
serves miniature punishment. We believe
that it would be entirely proper to suspend
sentence and impose no fine."
Joseph W. Henderson. Westinghouse at-
torney, said he felt the company was in the
alleged conspiracy less than a year. He
asked that no fine be imposed. Westinghouse
has felt at all times, he said, that it was in-
nocent of the charges and had a complete-
defense. He added. "With extreme reluc-
tance I am authorized to offer a similar
plea in an effort to dispose of this case
rather than consume the time of the court
in a lengthy jury trial."
to keep up with the increasing brand parade
today. Mr. Tyler suggested: "Create an
image that dins into the mind a simple,
memorable, repetitive visual symbol" of the
brand name often enough to become part
of daily living. But don't overshout the
wares, he warned.
A top executive in the advertising field,
Ben R. Donaldson, director of institutional
advertising for Ford Motor Co. and AFA's
board chairman, in a welcoming speech to
conventioners, stressed that advertising can-
not stand still but is constantly in need of
fresh ideas. Uniformity and conformity in
advertising, he warned, generally are ''deadly
and destructive elements."
Ward B. Stevenson, president of General
Public Relations Inc.. division of Benton &
Bowles, spoke of the close relationship of
public relations with advertising. People en-
gaged in either endeavor respect public
opinion, according to Mr. Stevenson, whose
talk was read by Harry Carlson, vice presi-
dent of Benton & Bowles. The difference in
press agentry and public relations is that the
former manipulates while the latter pro-
vides "a service to" public opinion, he said.
Robert B. Clarke Jr.. manager of adver-
tising and sales promotion. Strathmore Paper
Co., West Springfield. Mass., spoke on a
panel considering "Marketing and Adver-
tising Problems of Small- and Medium-Sized
Businesses — and Tips on How to Solve
Them." He said smaller companies can com-
pete favorably with larger firms if they stress
service to their clients, price their products
reasonably and distribute them to the area
that requires them. Mr. Clarke suggested
that in selecting an advertising agency, the
smaller company should consider geographi-
cal convenience, compatibility of ideas and
agreement on marketing objectives.
As part of the same panel, Frank McCabe.
president of Frank McCabe & Assoc.. Provi-
dence. R. I., suggested ways for the smaller
advertisers to meet the competition of the
larger-budgeted advertiser. They included in-
genuity, an intimate knowledge of sources
of supply, full use of advertising materials,
and re-evaluation of media.
GANGER RAPS CLAIMS
OF BIG AD BUDGETS
IN a knuckle-rapping talk at the Advertising
Federation of America convention. Robert
M. Ganger, chairman of the board. D'Arcy
Adv. Co., New York
• Called for an end to exaggerated claims
by companies of how much money they
spend for advertising.
• Warned advertisers that these claims,
as well as talk about contracts with tv stars
in figures padded by the millions of dollars,
do not set well with inquisitive stockholders.
• Asserted. "It's high time in our sales
meetings that we
start dramatizing
how good a pro-
gram is — rather
than how much it
costs."
• Emphasized
that advertising ex-
ecutives "must in-
creasingly share
with client manage-
ment the full re-
sponsibility" for
major investments
in advertising and
take it as ''our personal responsibility to get
more dollars of sales out of pennies invested
in advertising."
Mr. Ganger described beefed-up claims as
"being in the sphere of advertising's public
relations" and "I think it's about time some-
one brought it out into the open."
He asserted. "We should all stop blowing
the trumpets about how: much we are spend-
ing in advertising." Not only is this "down-
right bragging" but in "poor taste" and
much of it is "gross exaggeration — and
we all know it."
"How many times." he asked, "have you
read about a company spending a couple of
million dollars a year when you happen to
know personally it isn't half that? Or if it
is, it includes everything in the kitchen
sink — charged to the advertising depart-
MR. GANGER
ment because there's no other place to put
it?
"Or how many times have you read
about a five or ten million dollar contract
for a hot television star — when we all know
there is a slight little thing called '13-week
cancellation clause' that always seems to
be overlooked?"
Emphasizing that in these claims neither
those making them nor competitors are
fooled, Mr. Ganger noted the chief victims
are the public — "and in many cases it isn't
only the consumers of our products but
the owners of our companies."
Mr. Ganger said he thought the press
"would prefer . . . the truth instead of
exaggeration." By guarding "zealously
against excesses in publicizing a company's
advertising plans — its talent costs, its cam-
paign costs — we would be going a long
way in reversing the present trend that,
in time, may be unhealthy for our business
and all business."
Warned Mr. Ganger: ". . . At more and
more annual stockholders' meetings — par-
ticularly those involving daily purchase
items with high advertising investment —
this question of 'just how much money is
our company spending in advertising?' is
coming from the floor. And I think we are
partly responsible."
Stockholders. Mr. Ganger explained,
have a primary interest in bigger dividends:
most of them approve the use of advertising
for their companies, but don't understand
or care much about improving the corpo-
rate image or product image ( "although it's
evidently worked on them or they wouldn't
have bought stock in the first place"). The\
never heard of long-range investment spend-
ing or pay-out plans for new products and
to gain a specific share of market objectives
— and "there's no reason they should — un-
less they are in this business."
But. he reflected: "I can't help but ask
myself how I would feel, if I didn't know
something about this business, when the
company in w hich I placed some of my pre-
cious savings reported its biggest sales vol-
ume in historv — vet made about the same
Broadcasting • Telecasting
June 17. 1957 • Page 33-
ADVERTISERS & AGENCIES continued
or less money. Then about the same time
I might have read that my company just
announced it was sponsoring its biggest ad-
vertising program ever, involving 'X' mil-
lions of dollars or that they had just signed
a great new show featuring a star whom I'd
heard was making a million dollars a year."
Mr. Ganger advised that advertising agen-
cies and managers ought to make it plain to
companies — particularly those entering new
products into a competitive field — not only
what advertising can do but what it cannot
do. "We must make certain to these people
what can and what cannot be determined
through scientific product testing, package
testing, consumer and market testing."
Every year from "now on" competition
for reader and viewer interest will increase
in intensity, making the problem of getting
more for the advertising dollar greater and
more challenging, he said.
He said he thought that "the day must
soon disappear when mere outspending of
competition will do the trick." Mr. Ganger
saw the solution in what he called "a general
two-fold course of action": (1) Creation
of a unique product image, and (2) mer-
chandise the image continuously through to
the final sale.
Mr. Ganger's suggested pattern for suc-
cessful advertising in an accelerating com-
petitive market: Consistency of the image
in all facets of an advertising plan; origi-
nality and reworking of the image to keep
ahead of imitators; devote less time to talk-
ing about how much is spent in advertising
and more in thinking about how to yield a
greater return; reduce failures by giving
thorough and judicious advice on the intro-
duction of new products and launching of
new enterprises, and improve the working
tools, research in particular.
1965 AD SPENDING:
$13.5 BILLION SEEN
BUSINESS will invest more in advertising
than ever before. By 1965, the expanding
U. S. economy should funnel at least an-
other $3 billion per year into advertising
media expenditures for an annual total of
$13.5 billion.
The total ad budget in the U. S. this year
should reach approximately $10.5 billion
to compare with nearly $10 billion of ad-
vertising investment last year.
The assessment of an ever-increasing busi-
ness allocation to advertising was advanced
by Commerce Under Secretary Walter Wil-
liams, who was the speaker featured at the
Monday luncheon session of the Adver-
tising Federation of America convention.
Mr. Williams based his figures on esti-
mates made by the joint economic com-
mittee which had placed the gross na-
tional product this year at $435 billion. He
intimated, however, that perhaps his 1965
projection was too conservative, noting that
much of the future depended on the "efforts,
ingenuity, the resourcefulness and the cour-
age" with which people in the advertising
field can meet its challenges.
The need for advertising and the role
of advertising in stimulating sales will in-
crease, he said, because of four factors:
1. A further expansion of the market in
outlets or dollars.
2. A wider diversification of product lines
or brands, whether complementary or com-
petitive.
3. The continuing addition of new con-
sumer services related to sales.
4. The growing intensity of competition.
Among the "many by-product values of
advertising" recounted by Mr. Williams is
the support of advertising revenues "to the
trade, technical and industrial press of
America, to our newspapers and to the radio
and television industry." These, he said,
"represent a substantial contribution to their
operation."
"As a result American industry benefits
from a wide spread dissemination of infor-
mation on current developments in science,
engineering, manufacturing, improved meth-
ods of goods handling and sales and simi-
lar aspects of production and distribution.
"In the same manner, the American pub-
lic enjoys a wide variety of news reporting,
entertainment and other services at prices
which could not exist without the contribu-
tion of advertising revenue."
Proud Elected AFA President;
Winslow, Fox Get Positions
C. JAMES PROUD was elected president
and general manager of the Advertising Fed-
eration of America during its convention in
Miami Beach last week (see separate story)
and will assume the post on July 12. Mr.
Proud, who joined AFA in 1947 as a field
representative, has been serving recently as
assistant to Elon G. Borton whom he suc-
ceeds in his new position.
Other new officers elected are Ralph
Winslow, vice president and manager of the
AFA convention-goers gather informally in their Fontainebleau Hotel rooms to
watch closed circuit tv (right), as Chuck Zink, WTVJ newscaster (seated closer to
camera at left) interviews Paul R. Greenaway, president of the Miami Ad Club
and convention chairman, in the hotel mezzanine which was used as the studio for
the programs.
AN AFA CONVENTION HIT: THE 'TV EYE'
A SUCCESSFUL sidelight to the Adver-
tising Federation of America June 9-13
convention in Miami was the origination
by WTVJ (TV) there of a complete
closed circuit television station within the
Fontainebleau Hotel, convention head-
quarters.
WTVJ set up the closed circuit on the
vacant south Florida ch. 5 band within
the hotel, dubbing the four-day series
"AFA Tv Eye." The series was con-
ceived by Burt Toppan, WTVJ promo-
tion manager; Joe Kline, WTVJ director
of engineering operations; and Harold
Gardner,- publicity director of the Fon-
tainebleau Hotel.
The "Tv Eye" was launched at 6 p.m.
the first day of the convention by Chuck
Zink, WTVJ newscaster. After a roundup
of convention news and a graphic expla-
nation of the closed circuit, Mr. Zink
turned the show over to Jack R. Caesar,
first vice president of the Miami Ad Club,
who emceed the four-day, eight-program
series.
Mr. Caesar, account executive for
Webster Outdoor Advertising Co., dissem-
inated convention information, changes
in plans and "teasers" on upcoming ses-
sions during the early morning telecast.
Afternoon and evening sessions dealt
greatly with tourist information and in-
terviews into various aspects of adver-
tising. A total of 2,000 feet of film was
taken at meetings, luncheons and parties
and was shown on each telecast. All film
was candid, and proved to be one of the
greatest assets of "AFA Tv Eye."
WTVJ operated with one vidicon
camera from an improvised studio on the
mezzanine of the hotel. Film was telecast
by use of a shadow-box and standard
projector. Station engineers ran their
cables up the elevator shaft to the roof,
and tied directly into the Fontainebleau's
master antenna. The "Tv Eye" technical-
ly was a three-man operation, run by
producer-director Ray Gaber and engi-
neers Wayman Hutchison and Ken Lit-
trell.
Each program ran from a half-hour
to a full hour. To promote the series,
WTVJ sponsored a drawing for a case of
liquor on the first program. Delegates
received an informational sheet and an
entry blank upon registration. In ad-
dition, a program schedule "tent" was
placed on each of the hotel's 560 televi-
sion sets, and signs were posted in the
lobby and cabana areas.
Page 34 • June 17, 1957
Broadsasting • Telecasting
MR. PROUD
marketing department, Koppers Co., Pitts-
burgh, treasurer, and Loretto J. Fox, public
relations manager, Falk Corp., Milwaukee,
secretary. Ralph Feemster, chairman of the
executive commit-
tee of the Wall
Street Journal, was
elected board
chairman of the
federation, and
James Fish, vice
president and di-
rector of advertis-
ing. General Mills
Inc., Minneapolis,
vice chairman.
Ren E. Johnson,
vice president.
Ransas State Bank,
Wichita, was elected chairman of AFA's
Council on Advertising Clubs, with George
W. Head, manager, advertising-sales pro-
motion, National Cash Register Co., Day-
ton, Ohio, and Professor Royal H. Ray,
chairman, department of advertising, Flor-
ida State U., Tallahassee, elected vice chair-
men. Genevieve (Hap) Hazzard, account
executive, Campbell-Ewald Co., Detroit,
was re-elected chairman of AFA's Council
on Women's Advertising Clubs.
Florida Citrus Group Hires
Hooks as New Manager
THE Florida Citrus Commission took the
first step toward a major reorganization this
week when it hired Homer Hooks, 36-
year-old citrus executive, as general mana-
ger, effective Aug. 1. He will receive $25,-
000 a year, the highest-salaried state job in
Florida, and $2,500 more than the governor
draws.
Under the setup approved by the state
cabinet in Tallahassee Tuesday, another new
job paying $17,500 was set up for an ad-
vertising-merchandising director. Under this
position will be separate advertising and
merchandising jobs, each paying $15,750.
Only one of these three positions is cur-
rently occupied. Frank D. Arn, merchandis-
ing director, is the acting advertising-mer-
chandising director. He took on double duties
recently when Paul S. Patterson, ad manager,
resigned under pressure because of a policy
battle with Benton & Bowles Inc., the com-
mission's advertising agency.
Robert C. Evans, long-time general man-
ager of the commission, will remain as ad-
ministrative director, at his current salary of
$15,000.
Commission members told the State
Cabinet that the citrus industry is having
its lowest orange prices in years at this time
and that a big crop and more problems are
apparently coming up next year, making it
imperative that the organization be geared
up to increase demand for fruits and juices.
Commission funds, totaling about $7 mil-
lion per year, are raised through a per box
tax on oranges, grapefruit and tangerines.
The advertising and promotional program is
administered by the 12-man commission,
whose members are appointed by the
governor.
NARTB EYES CIRCULATION AUDITS
• Radio and Tv Boards to act at meetings this week
• Studies provide data on radio-tv audiences
TWO major services for advertisers and
agencies — national television and radio cir-
culation audits — face action this week as
the NARTB Tv and Radio Boards meet
in Washington.
Separate projects to provide much more
information on the coverage available to
buyers of time will be considered. The
boards will decide the fate of services that
would give current information on the num-
ber of sets, where they are located, how they
are used, and, in the case of tv. what sta-
tions are tuned on an average day in every
county in the nation.
Meeting Wednesday, the Tv Board will
have a report from a research committee
headed by Hugh M. Beville Jr. [B»T, June
10]. This action has the approval of the full
NARTB Research Committee, of which
Campbell Arnoux, WTAR-TV Norfolk, Va.,
is chairman.
A radio circulation project will be con-
sidered Thursday by the Radio Board, based
on a report from a research committee
headed by E. R. Hartenbower, KCMO
Kansas City.
As it stands now, the radio project is
still in the preliminary stages. The Radio
Board last February authorized spending
of $10,000 to make a study of various radio
measurement methods and to collect data
showing the dimensions of radio. A research
specialist would be hired to do the analysis
of methods. A goal in the project is the
development of measurement standards on
an all-industry basis.
Set ownership figures are sought in the
radio survey, along with information on
location of sets in and out of the home.
Special attention would be given auto set
circulation and the use made of battery
portables.
The idea of reviving some type of radio
measurement service developed at the June
1956 meeting of the Radio Board when
the radio research committee proposed a
county-by-county audit circulation study as
a continuing project. This was to cover both
home and out-of-home listening. However,
the Radio Board's February decision spec-
ified the evaluation of measurement pro-
cedures, adding the suggestion that the 1958
U. S. Census of Business include questions
covering receivers in public places. In addi-
tion the radio directors asked the NARTB
staff to work with the Census Bureau in an
effort to obtain from the 1960 decennial
census complete figures on radio homes and
numbers and types of sets.
One of the nation's major media circula-
tion enterprises is envisioned in the tv pro-
posal. In essence, this would be a continuing
service showing tv sets by counties and by
types (uhf, vhf and color); what stations
get into each county in the nation during an
average day and week, and what stations
are received.
If the Tv Board approves the plan drawn
up by the research committee, the whole
project will be assigned to discussion at the
eight NARTB regional meetings starting
Sept. 16 in Schenectady, N. Y. Since the
regional meetings will be open this year to
both member and non-member stations, the
series would supply a cross-section of in-
dustry sentiment. Should reaction be favor-
able, then the board would be prepared to
make a final decision at its next meeting,
to be held in mid-winter.
Next steps would be to start a pilot study
MILES away from the scene of 10th birthday festivities of WWJ-TV Detroit, groups
of well-wishers in Chicago and New York joined the celebration at closed-circuit
television luncheon shows staged by WWJ-TV during its anniversary week of June
3. At the New York party were (1 to r) Bud Holbrook. media director. Young &
Rubicam Inc., Detroit; Edwin R. Wheeler, general manager of WWJ-TV; H. Pres-
ton Peters, president of Peters, Griffin, Woodward, national representative of the
Detroit News station, and William E. Mathews, executive assistant to the vice presi-
dent in charge of media, Young & Rubicam. Advertising executives in the three cities
went on closed-circuit tours of WWJ-TV studios, seeing capsule versions of shows.
Broadcasting • Telecasting
June 17. 1957 • Page 35
ADVERTISERS & AGENCIES continued
and work out plans to form an all-industry
corporation outside NARTB. This would
probably follow the corporate lines of the
old Broadcast Measurement Bureau, with
stock sold to stations and networks.
Such a corporation would tell buyers
of tv time the main facts they need to
know about county-by-county television
coverage. In some of the informal discus-
sions it has been suggested the operation
might run into a million-dollar annual budg-
et. Justifying this high cost, it is stated,
will be the fact that those who buy adver-
tising want to know the circulation of each
tv station and want to know how many
sets are tuned to it along with their loca-
tion by counties.
The idea would bring uniformity into
the present unsettled tv circulation picture,
it is added, making the medium a more at-
tractive buy for advertisers and agencies.
First steps to provide tv with a circulation
audit were taken in December 1952 when
the tv board met at Cat Cay, in the Ba-
hamas. At that time Robert D. Swezey,
WDSU-TV New Orleans, chairman of the
Tv Board, said a standardized circulation
audit was needed to show the value of the
medium and to help telecasters evaluate
their own business enterprises. Mr. Arnoux
made the motion that led to board approval.
In the intervening years NARTB has
worked slowly and carefully in an effort
to avoid mistakes made by radio's BMB
and to evolve a suitable measurement stand-
ard. Many conferences and field experiments
have been conducted. The Politz firm was
retained to do field research in interview
techniques. Three types of questionnaires for
aided-recall telephone interviews were tested.
The results were measured against actual
set operation charts provided by 117 spe-
cially developed meters.
In view of the fact that the tv measure-
ment idea is AVi years old, backers of the
plan feel the industry should have a chance
to state at the regional meetings whether
there still is need for a national circulation
audit and whether they want it.
Agencies, Companies Get Queries
In Second Phase of ANA Study
SECOND phase of a national survey of the
contributions advertising agencies make in
American life was launched last week in
behalf of the Assn. of National Advertisers.
Questionnaires were sent to company presi-
dents and to the chief executives of adver-
tising agencies by Albert W. Frey, professor
of marketing at Amos Tuck School of Busi-
ness Administration at Dartmouth College
[B»T, June 3]. The company presidents'
questionnaire contains 14 questions, the
agency form being somewhat longer.
Questionnaires to advertising managers
were mailed two weeks ago and the rate
of return of completed forms has been
"very satisfactory thus far." according to
Prof. Frey. A fourth questionnaire for ad-
vertising-media men is being tested through
large, medium and small agencies, a process
followed with the first three. The survey is
being conducted by Prof. Frey and Prof.
Kenneth Davis, also of the Tuck School,
for ANA.
Summer Beverage Spots
Geared for Housewife
THE big push to influence the American
housewife is on in both the tea and coffee
industries, with tea leading so far in the
purchase of radio time.
The Tea Council of the USA Inc. is
spending an estimated $300,000 in a radio
spot saturation campaign for its iced tea
pitch, for the fourth successive year. The
council's main strategy is to use the 3:30-
6:30 p.m. period in about 29 markets.
The schedule started in 18 southern mar-
kets May 20 and will run until Aug. 18,
with 65 spots per week in each market. The
transcriptions started June 3 in 1 1 Northern
markets and will run through Aug. 11, with
116 spots per week in each market. At least
three or four stations are being used in all
29 markets. In addition to appealing to
women in its campaign, the Tea Council is
counting on a drive toward males which
comprise 25% of its total audience at that
time. Leo Burnett Co., Chicago, is agency
for the Tea Council.
The Pan American Coffee Bureau will
spend a little over $100,000 for a two-net-
work spot radio campaign aimed at house-
wives who take daily morning and after-
noon coffee-breaks, Edward Van Horn, ad-
vertising director of the Coffee Bureau, an-
LATEST RATINGS
7Y Report for May
Program Network Ratings
1.
Perry Como
NBC
43.3
2.
I Love Lucy
CBS
40.7
3.
This Is Your Life
NBC
34.4
4.
$64,000 Question
CBS
34.0
5.
Playhouse 90
CBS
33.4
6.
You Bet Your Life
NBC
32.8
7.
Red Skelton
CBS
32.1
8.
December Bride
CBS
31.6
9.
I've Got A Secret
CBS
31.5
10.
Mr. Broadway
NBC
31.4
Program Network
Viewers
1.
Perry Como
NBC
43,220,000
2.
I Love Lucy
CBS
41,960,000
3.
Ed Sullivan
CBS
31,390,000
4.
Steve Allen
NBC
31,380,000
5.
December Bride
CBS
31,090,000
6.
Gunsmoke
CBS
30,530,000
7.
Playhouse 90
CBS
29,550,000
8.
$64,000 Question
CBS
29,500,000
9.
Lawrence Welk
ABC
28,810,000
0.
Mr. Broadway
NBC
28,800.000
Copyright American Research Bureau, Inc.
Two Weeks Ending May 11, 1957
TOTAL AUDIENCE (f)
Number of Homes (000)
Rank Rating
1. / Love Lucy 16,402
2. December Bride 14,669
3. Ed Sullivan Show 14,589
4. Mr. Broadway 14,508
5. Perry Como Show 14,347
6. Gunsmoke 14,145
7. Ford Show 13,501
8. $64,000 Question 13,218
9. Playhouse 90 13.057
10. Chevy Show-Bob Hope 12,735
Percent of Homes*
Rank Rating
1. / Love Lucy 41.8
2. December Bride 37.6
3. Ed Sullivan Show 37.2
4. Mr. Broadway 37.1
5. Perry Como Show 36.7
6. Gunsmoke 36.5
7. Playhouse 90 34.1
8. Ford Show 34.0
9. $64,000 Question 33.6
10. Chevy Show-Bob Hope 32.7
AVERAGE AUDIENCE (J)
Number of Homes (000)
Rank Rating
1. / Love Lucy 15,072
2. December Bride 13,702
3. Gunsmoke 13,541
4. Ford Show 12,211
5. $64,000 Question 12,130
6. Perry Como Show 11,526
7. Red Skelton Show 10,962
8. Ed Sullivan Show 10,962
9. I've Got A Secret 10,921
10. The Lineup 10,800
Percent of Homes*
Rank Rating
1. / Love Lucy 38.4
2. December Bride 35.1
3. Gunsmoke 34.9
4. Ford Show 30.8
5. $64,000 Question 30.8
6. Perry Como Show 29.5
7. Red Skelton Show 29.5
8. Ed Sullivan Show 27.9
9. I've Got A Secret 27.9
10. The Lineup 27.7
{'<) Homes reached by all or any part of the
program, except for homes viewing only 1
to 5 minutes.
it) Homes reached during the average minute
of the program.
* Percented ratings are based on TV homes
within reach of station facilities used by each
program.
Copyright 1957 by A. C. NIELSEN CO.
Perry Como Show (NBC-137) : participat-
ing sponsors and agencies. Sat. 8-9 p.m.
December Bride (CBS-185): General Foods
(Benton & Bowles) Mon. 9:30-10 p.m.
Ford Show (NBC-172): Ford (J. Walter
Thompson Co.) Thurs. 9:30-10 p.m.
Gunsmoke (CBS-162): Liggett & Myers
( Dancer-Fitzgerald-Sample ) Remington
Rand (Y&R) ALTERNATES Sat. 10-
10:30 p.m.
Bob Hope-Chevy Show (NBC-144) : Chev-
rolet (Campbell-Ewald) Sun. 9-10 p.m.
*once a month.
I Love Lucy (CBS-162): General Foods
Corp. (Young & Rubicam) Procter &
Gamble (Grey) Monday 9-9:30 p.m.
I've Got A Secret (CBS-190) : R. J.
Reynolds (Wm. Esty Co.) Wed. 9:30-
10 p.m.
The Lineup (CBS-153): Brown and Wil-
liamson Tobacco Corp. (Bates) Procter
& Gamble (Young & Rubicam) ALTER-
NATES Friday 10-10:30 p.m.
This Is Your Life (NBC-142) : Procter &
Gamble (Benton & Bowles) Wed. 10-
10:30 p.m.
Mr. Broadway (NBC-150) : Swift & Co.
(McCann-Erickson, Chicago) Sat. Mav
11. 3-10:30 p.m.
Playhouse 90 (CBS-134): American Gas
Assn. (Lennen & Newell) Bristol Myers
(BBDO) Philip Morris Co. for Marlboro
(Leo Burnett). Thursday 9:30-11 p.m.
$64,000 Question (CBS- 178): Revlon
(BBDO) Tues. 10-10:30 p.m.
Red Skelton Show (CBS-109): Pet Milk
(Gardner Adv.) S. C. Johnson & Son
(Foote. Cone & Belding) ALTERNATES
Tuesday 9:30-10 p.m.
Ed Sullivan (CBS-174): Lincoln-Mercury
(Kenvrn & Eckhardt) Sun. 8-9 p.m.
You Bet Your Life (NBC-177): De Soto
(BBDO) and Toni (North) ALTER-
NATES Thurs. 8-8:30 p.m.
Page 36 • June 17, 1957
Broadcasting • Telecasting
LOVIN' and LOYAL
NCS No. 2 CIRCULATION
DAYTIME HOMES
NIGHTTIME HOMES
WEEKLY
DAILY
WEEKLY
DAILY
WHO-TV
Station B
Station C
181,490
175,650
176,340
121,620
123,430
104,930
21 1,500
204,280
218,690
166,460
163,920
148,320
We always knew that Central Iowa loves WHO-TV .
and we're real happy that the new Nielsen NCS No. 2
shows how large and loyal that audience is.
NCS No. 2 proves again that Central Iowa families
have the "WHO habit". . . with more homes tuning in
WHO-TV every day than any other television
station in the region!
You who have known the WHO Radio operation, over
the years, will understand the Central Iowa audience
preference for WHO-TV. Decades of highest integrity,
public service, confidence and belie vability all add
up to a QUALITY audience and QUALITY RESULTS.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio, Des Moines
WOC-TV, Davenport
WHO-"
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO-
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO-TV
WHO-TV
WHO-TV
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.
National Representath es
r
Affiliote
Broadcasting • Telecasting
June 17, 1957 • Page 37
WBRE-TV Means
NEW COMMUNICATION
to the people of 19 Counties in N.E. Pennsylvania
A bride is more than orange blossoms, church music and honey-
moon . . . She represents a lot of new beginnings, new clothes,
new home, new furniture, new friends, new neighbors. She and
thousands like her represent a whole new market every day to the
advertisers on WBRE-TV. With a set count of 330,000 reaching a
population of 2,000,000 you can sell a lot of merchandise to and for
brides in North Eastern Pennsylvania on WBRE-TV.
AN
BASIC BUY : National Representative : The Headley-Reed Co
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
LEHIGH SNYDER MONTOUR CARBON CLINTON
TV Channel 28
WILKES-BARRE, PA.
A new iorm oi communication was conceived
by the Pharos They built the world's first
lighthouse which dominated the eastern
Mediterranean. It's tiery beacon sent mes-
sages to navigators at sea, and to the citizens
ot the ancient metropolis oi Alexandria. This
beacon was accounted one ot the Seven
Wonders ot the World.
ADVERTISERS & AGENCIES continued
OKLAHOMA OIL CO. PREVIEW:
INDIAN MAID COMES TO LIFE
AN animated film character has been
given "life" by a petroleum company to
give extra zip to its spring and summer
campaigns on television.
Oklahoma Oil Co., heavy Chicago tv
advertiser, took its Oklahoma Ethyl In-
dian maiden off the drawing boards after
three years and gave her flesh and blood
in the person of local model Joanne
Boyle.
"To my knowledge this is the first
time an attractive young lady has been
used 'live' in conjunction with local oil
company promotions," Robert G. Oak-
ley, vice president of Maryland Adv.
Agency, said.
Maryland handles an estimated $1.3
million in advertising for Oklahoma,
which was purchased by Standard Oil
Co. (of New Jersey), last year. The petro-
leum firm co-sponsors all Chicago White
Sox and Cubs home daytime telecasts on
WGN-TV, plus part of all Cubs baseball
broadcasts on WIND. It also sponsors
feature film presentations and radio news-
casts. Of the $1.3 million, Oklahoma
spends about $800,000 in tv and $400,-
000 in radio (which includes expenditures
for Perfect Power products, also pur-
chased by Standard Oil Co.).
Oklahoma Ethyl initially was utilized
. . . Like Pinocchio, she lives
as a film cartoon character in the com-
pany's commercials and program open-
ings and later displayed on its outdoor
billboards. Now brought to life, she will
be used on the tv shows and in personal
appearance chores. Tentative plans call
for an annual talent contest in which a
new Oklahoma Ethyl would be chosen
each year.
nounced last week. The campaign is slated
to run eight weeks over 145 NBC stations
and 79 CBS stations, starting in July. Stag-
gered announcements, to be concentrated
on a shared sponsorship basis on daytime
serials, will consist of one-minute and 30-
second spots, each a recorded jingle in com-
bination with a live commercial. The bu-
reau also is releasing transcriptions for
brand tie-in advertising. The agency is Rob-
ert Orr & Assoc., New York.
Gamble Sees National Economy
Of $1 Trillion in 25 Years
AN ever-growing "economy of abundance"
in this country with an annual production
of goods and services surpassing one tril-
lion dollars in the next 25 years was en-
visioned last week by Frederic R. Gamble,
president of American Assn. of Advertising
Agencies, in his commencement address at
Knox College. Mr. Gamble received the
honorary degree of Doctor of Laws.
"Our production capacity is a great ma-
terial accomplishment," Mr. Gamble said,
"but production ends in the factory ware-
house, when distribution takes over. Pro-
duction depends on distribution. Without
customers, production would soon have
to stop" he continued.
"The great economic problem today is
distribution ■ — finding customers for and
education for more people to enjoy the
goods and services we are able to produce;
aiding the manufacturing side through our
marketing activities, to produce the types
of goods that people will want and use."
Mr. Gamble noted that in the United
States the economy "has advanced with the
advance of salesmanship."
Kellogg Closes $7 Million Deal
For 6 ABC-TV Children's Shows
KELLOGG Co., Battle Creek, Mich.,
through Leo Burnett Co., Chicago, has
closed its $7 million transaction for time
and programming on ABC-TV [B»T, June
3], the network revealed last week. The
purchase involves five 30-minute children's
tv programs, all in the daytime (5-5:30
p.m.) and an alternate buy of Circus Boy
(Thurs., 7:30-8 p.m.), which moves from
NBC-TV to ABC-TV Sept. 19.
Included in Kellogg's sponsorship, effec-
tive Sept. 30, are Woody Woodpecker on
Thursdays every week, the other four in
the daytime strip on alternate weeks (Super-
man on Mondays, Wild Bill Hickok Tues-
days, Sir Lancelot Wednsedays and Buc-
caneer Fridays) . Mars Inc. is alternate
sponsor of Circus Boy.
James W. Beach, ABC-TV's central divi-
sion vice president, described the purchase
as the network's largest combination multiple
daytime-nighttime program sale, and noted
that Kellogg wanted to spread its broadcast-
ing expenditures over a greater range of
shows. The advertiser had been sponsoring
Superman and Wild Bill Hickok on a spot
basis.
C&W Drops Divisional Names
ALL DIVISIONAL offices of Cunningham
& Walsh Inc. have discontinued the use of
individual names and assume identity with
C&W. Affected are Brisacher Wheeler Div.,
San Francisco, and Mayers Div., Los An-
geles, which had merged with C&W at the
start of this year.
John P. Cunningham, president of C&W,
said the decision to drop divisional names
was made at a meeting of the agency's Na-
tional Management Committee in San Fran-
cisco at the request of the heads of the divi-
sions (Franklin C. Wheeler and Henry
Mayers). Initially, company names of the
absorbed agencies were retained for "good-
will purposes." C&W also has offices in
New York, Chicago (where it has merged
with Beaumont & Holman), Hollywood and
Houston (mostly for servicing C&W's Tex-
aco account).
'Mobilu>:' Hand Animation
Planned for Tv Commercials
MOBILUX, a new technique of filming tv
commercials via hand-manipulated anima-
tion will be seen in a series of announce-
ments for the following advertisers and
agencies: Kellogg's Special K High Protein
cereal (Leo Burnett Co., Chicago); Lever
Bros.' Lux liquid detergent (J. Walter
Thompson Co.); Olympia beer (Botsford,
Constantine & Gardner, Portland, Ore.),
and Wilson & Co.'s ham (Needham, Louis
& Brorby, Chicago).
The company using this new technique
— first seen last summer on the NBC-TV
Ernie Kovacs programs — is Robert Davis
Assoc., New York. The Davis organiza-
tion is an independent film production
group that has been licensed by the inven-
tor, John Hoppe, to adapt his system to
commercials. The spots are to be completed
in time for showing this September.
Bishop Buys Night 'Dean Show'
A NIGHTTIME version of the Jimmy Dean
Show which starts on CBS-TV this Saturday
will be sponsored by Hazel Bishop Inc., it
was announced Thursday by William H.
Hylan, CBS-TV vice president of sales ad-
ministration. The June 22 starting date is
one week earlier than the date originally
announced for the debut of the new 10:30-
1 1 p.m. EDT program, an early-morning
feature since April 8 of this year. The
agency is Raymond Spector Co., New York.
Hazel Bishop has been sponsoring Beat the
Clock on CBS-TV since last September and
will continue with that program but on an
alternating basis effective June 28.
North, Gill Join Coast Forces
NORTH ADVERTISING Inc. has aug-
mented its west coast branch facilities
through an affiliation with the Clifford Gill
Agency of Beverly Hills, Calif., it has been
announced by Don Paul Nathanson. North
president. The move brings North's western
subsidiary. North Advertising of California
Inc., and the Gill agency both under the di-
rection of Clifford Gill. Mr. Nathanson said.
He emphasized that North and Gill will con-
tinue to serve their respective accounts as
separate entities, though pooling their talents
and facilities.
Broadcasting • Telecasting
June 17. 1957 • Page 39
ADVERTISERS & AGENCIES continued
NEW market study of Western Europe, just
completed by J. Walter Thompson Co., is
inspected by Ambassador Johan A. Nykopp,
of Finland. Watching are Samuel W. Meek
(I), JWT vice chairman, and Stanley Resor,
chairman.
Thompson Co. Book Summarizes
Western Europe Economic Data
THE United States is directly benefiting
from a sharp upswing in the living stand-
ards of Western Europe, which finally has
thrown off its economic stagnation, accord-
ing to a market study just completed by J.
Walter Thompson Co. Titled The Western
Europe Markets, the 288-page volume (Mc-
Graw-Hill Book Co., $18) is a guide book
to the world's second richest market.
Summarizing marketing facts for the
area, the book compares nations by popula-
tion, consumption, imports and exports, ra-
dio and tv sets, telephones, self-service
stores, auto registrations and other factors.
Fourteen special maps reflect economic
developments. An estimated 200,000 facts
are included, based on over 1 50 sources.
LaRoche, Brooks to Merge
C. J. LaROCHE & Co., with offices in New
York and Beverly Hills, Calif., and Brooks
Adv., Hollywood, will merge July 1, it was
announced by Chester J. LaRoche, board
chairman of LaRoche. Al Brooks, founder-
owner of his agency, will become a consult-
ant and vice president of C. J. LaRoche,
under which name the agency will operate
on the West Coast from new Hollywood
offices at 269 Selma Ave.
Stuart Ludlum, vice president of the La-
Roche agency, will continue to head its
West Coast activities. Carroll O'Meara will
move from New York as account executive
on Bekins Van & Storage Co., major Brooks
account, and on Walt Disney Productions
and Disneyland.
Rumrill to Dedicate New Home
NEW quarters for Charles L. Rumrill & Co..
Rochester. N. Y., advertising agency, will
be dedicated Thursday at 1895 Mt. Hope
Ave. Clients and friends will see the open-
ing of the $300,000 building situated on a
bank of the Barge Canal. President Rum-
rill also has announced a new name for
the agency, The Rumrill Co.
NETWORK BUSINESS
General Mills has purchased, for its Betty
Crocker products, schedule on nine-station
CBS Tv Pacific Network Panorama Pacfi-
ic morning program, starting July 15 and
continuing for four weeks. Agency: Dancer-
Fitzgerald-Sample.
R. J. Reynolds Tobacco Co. has renewed
Mr. Adams and Eve for 39-week 1957-58
season on CBS-TV, Fri., 9-9:30 p.m. Agen-
cy: William Esty Co., N. Y. Series is pro-
duced by Bridget Productions, owned by
program's stars, Ida Lupino and Howard
Duff.
Ziv Television Programs' maritime series,
which had been titled Harbourmaster, will
begin on CBS-TV on Sept. 26 (Thurs.. 8-
8:30 p.m. EDT) under a new title. Scott
Island, with R. J. Reynolds Tobacco Co. as
sponsor.
American Tobacco Co., N. Y., and Toni Co.,
Chicago, will co-sponsor Your Hit Parade
Saturday 10:30-11 p.m. on NBC-TV starting
Sept. 7. New cast for next season will include
Jill Corey, Virginia Gibson, Tommy Leo-
netti and Alan Copeland, singers, and Don
Walker, musical director and arranger.
BBDO, N. Y. is agency for American and
North Adv., N. Y., is agency for Toni.
Howard D. Johnson Co., restaurant chain,
makes its debut as tv network advertiser
with 13-week participation campaign on
NBC-TV's Today program. Order calls for
30 participations effective immediately.
N. W. Ayer & Son, N. Y., is agency.
Procter & Gamble Co. renewed current
Mon.-Fri. participation schedule on NBC-
Matinee Theatre (3-4 p.m. EDT) and has
ordered additional daily participations, both
for 52 weeks, starting July 1. Present partici-
pations are scheduled during last quarter-
hour period. New order will extend spon-
sorship to first quarter-hour segment daily
excepting Thursdays, when participations
will be scheduled in second quarter. Orders
were placed through Benton & Bowles,
N. Y.
SPOT BUSINESS
Richfield Oil Corp. is using television spots
on 23 stations in 16 markets and saturation
radio announcements on 20 stations in five
cities in six-month $1 million campaign to
introduce its new premium gasoline, Boron,
to six-state Pacific Coast area. Boron will
also be plugged on company's Richfield
Reporter daily newscasts on NBC Pacific
Coast Network. Agency: Hixson & Jorgen-
sen, L. A.
Advertising Agencies Inc., Studio City,
Calif., is using radio and tv spots in Southern
California for Kuba Hi Fidelity radio-record
player combinations, manufactured in Ger-
many by Kuba Mfg. Co. and distributed
Farhas Co., Los Angeles.
Robert Curley Ltd., hair preparations, pur-
chased largest one-minute participation cam-
paign in history of KRCA (TV) Los Angeles
— over 1,300 one-minute spots will be seen
for period of 52 weeks on 10 KRCA pro-
grams. Agency: William W. Harvey.
Sparkletts Drinking Water Corp. Los An-
geles, launched eight-week radio campaign
in L. A. metropolitan area, using 86 an-
nouncements a week on KFWB. KLAC and
KABC Los Angeles and KBIG Avalon.
Commercials, placed through McCarty Co.,
Los Angeles, feature jingle produced by Song
Ad Film-Radio Productions. Los Angeles
using an echo of name "Sparkletts," vocal
obligato repetition of the word "sparkle"
and harp accompaniment to back up message
that "there's a sparkle in the taste of Spark-
letts, Sparkletts spring fresh water."
A&A SHORTS
Doyle Dane Bernbach, N. Y., is distributing
collection of suggestions designed to "help
manufacturer and retailer move more goods
more profitably." under heading of "88 Cur-
rent Merchandising Concepts — and Their
Practical Application."
North Adv. of Calif. Inc., moves to 8701
Wilshire Blvd., Beverly Hills, Calif.
J. W. Raymond Inc., Los Angeles, moves
to 1521 Wilshire Blvd., that city. Telephone:
Dunkirk 5-0331.
Michael Brand Assoc., Hollywood, moves
to 12138 Victory Blvd., N. Hollywood,
Calif. Telephone: Popular 2-6211.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,818,000 people in the U. S. over 12 years of age during the
week. June 2-8. This is how they spent their time:*
63.8% (78.358,000) spent 1.629.1 million hours watching television
52.8% (64.848,000) spent 1.015.9 million hours listening to radio
80.3% (98,623.000) spent 391.2 million hours reading newspapers
27.7% (34,021,000) spent 157.4 million hours READING magazines
22.5% (27,634,000) spent 264.4 million hours watching movies on tv
37.1% (45.545,000) spent 189.0 million hours attending movies
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B»T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
* All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page. 40 o June 17, 1957
Broadcasting • Telecasting
the fallen angel
"There I was flying along like a bat out of heaven." said this sore angel.
"There was a stack of nimbostratus stretching for miles right across my course
and I was late. My flight plan called for two thousand feet but I figured what
the hell and dropped down a bit to fly under the stuff when splatt!"
"u'hat happen?" asked the dispatcher.
"What happen? I fly smack into the WMT-TV tower my map says was
blown over last winter."
"You been skipping Bulletins again. It was on the last All-Angel release —
the tower's going up again and it'll be full of juice any minute. You luckv
vour wings weren't scorched. Get on the ball or He ll ground you again."
Broadcasting • Telecasting
June 17, 1957 • Page 41
It's a changing world. Along with fashions, home appliances and the
shifting sands of the desert, the American language never stays put. Hardly anyone
says "Pardon my wet glove" any more. Or "23 Skiddoo!" Or even "The cat's pajamas."
The language of television, too, periodically gets itself turned upside down.
Take the phrase "network quality," for instance. Years ago (like 1956), "network quality"
was the expression everybody was using. It meant the best you could hope for— ?'f you were
a national advertiser with matching budget. Even TV film syndicators wistfully resorted to
"network quality" when they wanted to make the biggest possible claim for their product.
When our syndicated submarine -adventure series, "The Silent Service,"
began, we kept in mind the fact that all TV-viewing is local. In any given time-period, the
local, regional and spot-program advertiser has to be ready to compete with network shows,
no matter how glittering their production values. We defined our market as those selfsame
local, regional and spot advertisers exclusively. It was up to us to provide them with so prime
a product, they could compete successfully for audience, whatever the competition might offer.
Well, "The Silent Service" is now happily under way the length and
breadth of the land. In city after city, regardless of what the competing attractions are, the
major audiences are going for the action, suspense and sheer believability of "The Silent
Service." And coast to coast, the critics have written consistently complimentary reviews.
"Network quality?" That's one way of putting it. But today, there's a
better way for non- network advertisers to describe television entertainment of the finest,
most professional calibre. It's a way they can be proud of. Try saying it the modern, true-to-
life, CNP way: "Syndication Quality!" NBC TELEVISION FILMS a division of
CALIFORNIA NATIONAL PRODUCTIONS, INC.
FILM
INSPECTING footage at a film semi-
nar conducted by Fred A. Niles Pro-
ductions Inc., Chicago-Hollywood, are
(1 to r) Mr. Niles, head of the com-
pany; Linn Dunn, director of optical
and special effects, RKO Studios, and
Russ Tolg, radio-tv director, BBDO's
Chicago office. The week-long ses-
sions included talks on various film
aspects.
Universal, Columbia
Said in 500-Film Deal
UNIVERSAL PICTURES Co., New York,
which to date has been one of the two
Hollywood studios holding back its product
from tv syndication — the other being
Paramount Pictures Corp. — last week was
reported to have signed a 10-year pact
with one of its rivals, Columbia Pictures
Corp. The deal — the existence of which
was hotly denied by Universal — reportedly
would give distribution rights to cover 500
pre-1949 films to Columbia's tv subsidiary,
Screen Gems Inc. The price tag was re-
ported at $18-20 million.
Universal officials, who only seven weeks
ago intimated that announcement of such
a leasing contract was but a matter of weeks
away [B»T, May 6], this time preferred to
say absolutely nothing. In fact, they claimed
to "know nothing" of such a deal, and the
company's president, Milton Rackmil, even
went so far to say that published reports
of U-SG talks were "false . . . and mis-
leading."
Screen Gems officials merely said that
"any comment" concerning such negotia-
tions as were indicated to have transpired
"would have to come from Mr. Rackmil's
office."
A U-SG pact could bring the Columbia
tv company's library to well over 1,500
features, thus making it the biggest — nu-
merically— syndicator in the industry. Ear-
lier this year, SG, which also produces its
own pictures ( for Playhouse 90 and such
series as The 77th Bengal Lancers and
Father Knows Best), purchased Hygo-Unity
Tv and its 400 features. Currently, it dis-
tributes close to 200 Columbia theatrical
releases and has 400 others as yet un-
touched.
Universal, which has declared itself to
be unalterably opposed to outright sale of
its film products, has in effect followed in
the footsteps of 20th Century-Fox Film
Corp., which last year licensed National
Telefilm Assoc. to distribute various pack-
ages of its feature films, released at inter-
vals. The other majors either have sold the
backlog, i.e. Warner Bros, to Associated
Artists Productions and RKO to Matty
Fox' C&C Television Corp., or have set
up their own distribution organizations,
i.e. Metro-Goldwyn-Mayer, Columbia,
United Artists Corp.
Universal has been "studying" no less
than 10 offers over the past three months.
Reportedly, next to Columbia Screen Gems'
offer, the most lucrative was the one pro-
posed by Sy Weintraub's Flamingo Films,
but this was negated after Mr. Weintraub
sold his interest in Flamingo (see story,
p. 46). For the time being, Universal will
not enlarge its tv operations. It now pro-
duces tv commercials for advertisers and
agencies through its tv subsidiary, Universal
Tv (formerly called United World Films).
Video Tape Won't Replace
Movie Films Soon — Niles
VIDEO tape will prove to be the "spinning
jenny" of the electronic revolution but is
not likely to replace motion picture film for
several years, Fred A. Niles, president of
Fred A. Niles Productions, asserted last
fortnight.
He also expressed belief that the "film
specialist is as outdated as the iconoscope
tv camera" and claimed more and more
advertising agencies are permitting the film
producer to use his knowledge and skill in
working on tv commercials. Few agencies
bring in a finished, complete and approved
storyboard and many are allowing producers
to create the film at the start.
Addressing a week-long film seminar con-
ducted by his Chicago-Hollywood produc-
tion firm, Mr. Niles stated:
"Today's film producer, if he wants to
stay in business, has to be an advertising
man, a research man, an expert in the com-
plex film business, and he should have knowl-
edge of the entire national economic pic-
ture if he deals in industrial films, and should
know distribution problems, marketing
analysis and the myriad categories in the
marketing field."
Mr. Niles asserted that, despite "several
handicaps at the present time." video tape
will cause "the biggest of all upheavals" in
television and motion picture industries.
An even greater revolution with heavier im-
pact on advertising, he predicted, will be
"widespread use of toll tv."
Citing video tape's "handicaps." Mr.
Niles noted only one manufacturer (Ampex
Corp.) has resolved certain problems and
felt machines haven't been developed "with
enough uniformity" yet for producing a
tape in one city and shipping it to another
for reproduction on a different machine by
the same manufacturer. A third problem, he
added, is that of editing, although this will
be resolved.
"Motion pictures will flourish as never
before via pay tv," Mr. Niles declared. "But
most importantly, pay-as-you-go television
will change the whole cost per thousand to
such a degree that programming costs,
money spent on commercial campaigns,
listening habits, all will be so drastically
altered that the whole medium of television
will feel it's been hit by a tornado."
Some 500 film, agency and allied field
representatives attended the film seminar
at Nile's studios in Chicago, with sessions
devoted to technical and creative work, ani-
mation special effects and opticals, photog-
raphy and color and writing and direction
[B»T, June 3].
Glassley Among Appointments
In All-Scope Expansion Move
CHESTER GLASSLEY, former president
of Five-Star Productions, Hollywood pro-
ducer of tv commercials, has joined All-
Scope Pictures, commercial film division of
TCF-TV, video subsidiary of 20th Century-
Fox Film Corp., as associate producer and
assistant to Gordon S. Mitchell, All-Scope
president.
Other additions to the All-Scope staff in-
clude Penrod Dennis, formerly with Young
& Rubicam, who will serve as production
coordinator; Joseph Orlando, formerly with
Five Star, who will be Mr. Glassley's assist-
ant, and Howard Finch, also from Five
Star, who will be an editorial assistant.
In announcing the new personnel, Mr.
Mitchell said they were brought in as part
of an expansion program in commercial
film production at All-Scope, which is re-
ported to be "enjoying an unprecedented
boom in business at a time when commer-
cial film production is usually at a low ebb."
Commercials now in production by All-
Scope include films for Kaiser Aluminum
Hour through Young & Rubicam; Steve Al-
len Show for Greyhound Bus; Kaiser Alu-
minum & Chemical Corp. (Kaiser Alumi-
num Hour) through Young & Rubicam;
Greyhound Corp. (Steve Allen Show)
through Grey Adv. Agency; Fuller Paint
Co. (Men of Annapolis) through Young &
Rubicam; E. & J. Gallo Winery (Martin
Kane) through Doyle Dane Bernbach; NBC-
TV's Tonight Show through Compton Adv.
Inc., and spots for General Electric Co.,
Petri Wine Co. and W. A. Sheaffer Pen Co.,
among others. All-Scope also is producing
two 25-minute educational films for Cali-
fornia Prune & Apricot Growers' Assn.
(Sunsweet Prunes).
THEATRE TV NEWS
A NEW "first" is reported with tv
newsfilm being shown theatrically in
Los Angeles' newsreel movie house,
called "The Newsreel Theatre." Show-
ings of CBS newsfilm reportedly are
made 8-10 times per day, with the
theatre supplied with full newsfilm
service. The film is projected by
16mm equipment. CBS Newsfilm re-
ported it will sell film similarly to any
other theatre that wants to order it.
The obvious stumbleblock, however,
is the fact that theatres as a rule are
equipped for 35mm film but not
1 6mm.
Page 44 • June 17, 1957
Broadcasting • Telecasting
*
Highest Sated Hooper
Station In the
hp 25 Markets!
53.7% -7 a.m. to 12 noon
51.3% - 12 noon fo 6 p. m.
You can say it another way, too.
KLIF is the most listened to, the most
talked about, the most read about,
the most discussed, the most copied station
in the world! Advertisers already on KLIF know it.
And they also know that:
KLIF is first by far in metro Pulse!
KLIF is first by far in 43-county area Pulse!
KLIF is first by far in Trendex!
KLIF is first by far in Hooper survey on
business establishments!
See your John Blair man today!
The Tremendous Texas Triangle:
Monday thru Saturday — May, 1 957
KLIF
KTS A
KILT
DALLAS
SAN ANTONIO
HOUSTON
REPRESENTED BY JOHN BLAIR & CO.
REPRESENTED BY GRANT WEBB CO.
FILM CONTINUED
PROGRAM SERVICES
Continental Thrift Co.
To Buy Flamingo Films
NEGOTIATIONS were being completed
last week for the sale of the assets of Fla-
mingo Films, New York tv film production-
distribution company, to Continental Thrift
Co., Los Angeles financing firm, for an es-
timated $3 million.
The transaction
calls for Conti-
nental's assump-
tion of the negative
rights and distri-
bution rights of va-
rious Flamingo se-
rials and feature
films.
Sy Weintraub,
executive vice
president of Fla-
MR. weintraub mingo, confirmed
he had already sold
out his 30% interest in the company, but
could not provide information on the dis-
position of the remainder of the company's
stock. It was reported that Joseph Harris
and his son, James, who each own 30%,
and David Wolpert, who owns 10%, shortly
would sign over their interest.
Mr. Weintraub already has established
new offices in New York. Although he de-
clined to discuss his future plans, it is un-
derstood he will associate himself with pro^
ducer Bernard Schubert, with a new com-
pany to be formed. Under this projected
alliance, Mr. Schubert will provide the film
product which Mr. Weintraub and his staff
will distribute. Mr. Weintraub has avail-
able to him many of the key staffers from
Flamingo Films, it was said.
Among the Flamingo properties to be
acquired by Continental Thrift are Super-
man, Stars of the Grand Ole Opry, Beulah,
Top Secret and a library of westerns, fea-
ture films, cartoons and short subjects.
Joseph Harris is in England where film
production is proceeding on O.S.S.. a filmed
series included in the transaction, which
will be presented on ABC-TV in the fall
with the Mennen Co. as sponsor. It is be-
lieved Continental Thrift will sub-contract
the film for sales by various distributors.
Flamingo Films has had a varied career
since it was formed by Joseph Harris and
Sy Weintraub in 1949. In the intervening
years, it merged originally with Associated
Artists Productions and then was bought
out by Motion Pictures for Television,
headed by Matthew Fox. In 1953, it dis-
associated from MPTV and was reorgan-
ized by Messrs. Weintraub and Harris. Al-
though no reason was given for the break-
up of the long association between Mr.
Weintraub and Mr. Harris, it is reported
Mr. Weintraub felt the expansion rate of
the company had not kept pace with the
growth of the industry as a whole.
Details of Mr. Weintraub's association
with Bernard L. Schubert Inc. and the ex-
act form the new corporation will assume
are expected to be announced this week.
The Schubert organization currently holds
distribution rights to Tv Reader's Digest,
Page 46 • June 17. 1957
Mr. & Mrs. North, Movie Quick Quiz,
Cross Roads (on ABC-TV) and Topper
(NBC-TV).
Mr. Weintraub is owner of WKIT Mine-
ola, N. Y., and president and part owner of
KMGM-TV Minneapolis.
MCA-TV Signs to Syndicate
'Mickey Spillane' to Series
MCA-TV has signed a contract for the
Mickey Spillane series, which will be its
major entry in the tv syndication field, the
firm announced last week. Thirty-nine half
hours, now in production at Revue Produc-
tions, will be offered to stations and ad-
vertisers for regional and local sponsorship.
The MCA-Spillane deal climaxes many
months of industry bidding for tv rights to
the popular detective stories. Mr. Spillane
will participate in the production of the
series and will join with MCA and Revue
in selecting the star of the series.
WOR-TV Signs Ziv Re-run Deal
IN what was said to be the largest single
contract to be drawn between Ziv's Econ- ]
omee Tv and a major tv station, WOR-TV
New York last week signed a contract for
$500,000 for Ziv re-run films for multiple
showings.
Pierre Weis, Economee Tv general man-
ager, said seven programs will be turned
over to WOR-TV to be programmed this
fall in afternoon and evening time periods, j
The series and number of episodes included
in the contract are Science Fiction Theatre
(78), Favorite Story (78), Meet Corliss Ar-
cher (39). Eddie Cantor Show (39), Your
Television Theatre (39), Boston Blackie
(58) and Times Square Playhouse (39).
NBC Tv Films Unit Sets Meet
THE sales force of NBC Television Films,
division of California National Productions
(NBC subsidary) will meet July 12 for
clinical sessions at the Greenbrier, White
Sulphur Springs. W. Va. During the two-
day meeting, the salesmen will hear talks
by Robert D. Levitt, president; Jack Keever.
sales director; and CNP directors Robert A.
Anderson, business affairs, Robert A.
Cinader, programs, and Arthur Perles,
promotion.
FILM PRODUCTION
Walt Disney Productions, Hollywood, an-
nounces production of six full-length pro-
grams under title of "The Saga of Andy
Burnett" for ABC-TV's Disneyland series
next season.
Dayton Productions announces new western
series, Trackdown. Series, to be made in
co-operation with Texas Rangers, will be
filmed by Four Star Films and will start in
September on CBS-TV as Friday, 8-8:30
p.m., program. It will be co-sponsored by
American Tobacco Co. and Socony-Mobil-
oil Co. Vincent M. Fennelly, formerly pro-
ducer for Allied Artists, will be producer of
new series.
international Telemeter Takes
Bids From Firms on C-C Pay Tv
INTERNATIONAL Telemeter has sub-
mitted its closed-circuit toll tv system to
manufacturers for bids, Barney Balaban,
president of the parent Paramount Pic-
tures Corp., told stockholders in New York
last fortnight [B*T, June 10].
The "cable" or wire approach, Mr. Bala-
ban said, has some favorable aspects that
point to it as being the "most effective in
getting pay tv off the ground quickly" [B»T,
March 25]. The wired system, he said,
would fit into its on-air pay tv. He said
Paramount would have more to say about
its plans in a filing with FCC (expected
there July 8), Mr. Balaban also reaffirmed
Paramount's faith in a "cash" system of
subscription tv.
A Paramount Pictures Corp. shareowner
asked Mr. Balaban if Telemeter had made
any overtures to the well-courted Dodgers
or to the New York Giants. Mr. Balaban
said Telemeter was "keeping in close touch
with the situation" but that "it is not a
good policy to discuss publicly what we
are deeply involved in."
Video Theatres Names Nemec
VIDEO Independent Theatres Inc., com-
munity tv antenna operator and theatre
circuit in the southwest, last week an-
nounced that Boyce Nemec, New York
film and television consultant, has been
retained to plan studio operations and pro-
gramming of it's city-wide television system
now being installed in Bartlesville, Okla.
[B»T, June 10].
C. O. Fulgham, video vice president said
studio construction is expected to be com-
pleted in early July, equipment installa-
tion finished by July 25 and three wired
program channels in operation by mid-
August. Mr. Fulgham said the planned
service will give home subscribers three
channels of programs "unaffected by atmos-
pheric disturbances and free of commercial
announcements on a regular daily basis."
Two of the channels, he reported, will de-
liver first-run and subsequent run feature
films, while the third channel will provide
continuous programming of news, weather,
sports, time and high fidelity music.
BMI Advances Burton, Others
AS PART of a series of promotions at
Broadcast Music Inc. last week, Robert J.
Burton, vice president in charge of writer
and publisher relations, was advanced to the
newly-created post of vice president in
charge of domestic performing rights ad-
ministration. Herbert Sour, assistant vice
president in charge of publisher relations,
assumes the title and duties relinquished by
Mr. Burton.
Other appointments: Mrs. Theodora
Zavin to assistant vice president in charge of
publisher relations: Richard L. Kirk to as-
sistant vice president in charge of publisher
and writer relations at BMI's Hollywood
office: Edward J. Molinelli to comptroller
and Robert J. Higgings to assistant secre-
tary while continuing as assistant treasurer.
Broadcasting • Telecasting
HRON is TV in SF
Broadcasting • Telecasting
June 17. 1957 • Page 47
CONTINUED
THE 10 TOP FILMS
IN 10 MAJOR MARKETS
AS RATED BY ARB IN MAY
NEW YORK seven-station market
FROM the monthly audience surveys of American
Research Bureau, B*T each month lists the 10 top
selected to represent all parts of the country with
rated syndicated film programs in 10 major markets,
various degrees of competition. Despite all precau-
tions, occasional errors will occur in these tables, due
to use of the same program name for both a syndi-
cated and a network series and the practice of some
stations of substituting local titles (such as [advertiser]
Theatre) for real program names.
LOS ANGELES seven-station market
Rank Program
Distr.
Day & Time
Sta.
Rating
Rank Program
Distr.
Day & Time
Sta.
Rating
1.
Highway Patrol
(Ziv)
Mon.
7:00
WRCA-
■TV 15.6
1.
Highway Patrol
(Ziv)
Mon.
9:00
KTTV
23.4
2.
Rosemary Clooney
(MCA)
Sat.
7:00
WRCA
■TV
8.3
2.
Confidential File
(Guild)
Mon.
9:30
KTTV
18.2
3.
Top Plays of '57 (Scr.
Gems)
Tues.
10:30
WRCA
-TV
8.1
3.
San Fran. Beat
(CBS)
Sat.
9:30
KTTV
17.6
4.
Code 3
(ABC)
Mon.
10:30
WRCA
-TV
7.9
4.
Life of Riley
(NBC)
Mon.
8:30
KTTV
15.4
5.
If You Had A Million
(MCA)
Sat.
7:00
WCBS-
TV
7.1
5.
Whirlybirds
(CBS)
Mon.
7:30
KHJ-TV 13.5
6.
Death Valley Days (McC-E)
Wed.
7:00
WRCA
■TV
6.7
6.
Search For Adven.
(Bagnall)
Thurs.
7:00
KCOP
13.2
7.
Popeye The bailor
( AAP)
Mon.-
Fri.
Thurs
6:00
WPIX
6.3
7.
I Led 3 Lives
(Ziv)
Sat.
8:30
KTTV
11.5
8.
Guy Lombardo
(MCA)
7:00
WRCA
•TV
6.2
8.
Annie Oakley
(CBS)
Thurs.
6:00
KABC-
TV 10.9
9.
Victory At Sea
(NBC)
Sun.
7:30
WPIX
5.7
9.
Science Fiction
(Ziv)
Mon.
8:00
KTTV
10.5
10.
Whirlybirds
(CBS)
Thurs
7:30
WPIX
5.5
10.
Men of Annapolis
(Ziv)
Thurs.
7:30
KNXT
9.8
CHICAGO four-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
State Trooper
(MCA)
Wed.
9:30
WNBQ
23.4
2.
Secret Journal
(MCA)
Sat.
10:00
WNBQ
19.1
3.
Silent Service
(NBC)
Tues.
9:30
WNBQ
17.4
4.
Mr. D. A.
(Ziv)
Thurs.
9:30
WBKB-TV 14.6
5.
Death Valley Days
(McC-E)
Mon.
9:30
WNBQ
13.6
Sheriff of Cochise
(NTA)
Fri.
7:30
WNBQ
13.6
6.
City Detective
(MCA)
Fri.
9:30
WGN-TV
13.5
7.
Don Ameche
(TPA)
Tues.
9:30
WGN-TV
12.6
8.
San Fran. Beat
(CBS)
Tues.
9:00
WGN-TV
12.5
9.
Superman (Flamingo)
Fri.
6:00
WGN-TV
12.4
in.
Men of Annapolis
(Ziv)
Mon.
9:30
WGN-TV
11.8
MINNEAPOLIS-ST. PAUL four-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
O. Henry
Sun.
9:30
KSTP-TV
16.6
Playhouse (Gross-Krasne)
Tues.
9:30
KSTP-TV
15.7
2.
State Trooper
(MCA)
Sat.
9:30
WCCO-TV
15.2
3.
Sheriff of Cochise
(NTA)
Mon.
9:30
WTCN-TV
14.4
4.
Search For Adven.
(Bagnall)
Wed.
9:30
KSTP-TV
12.4
5.
Studio 57
(MCA)
Thurs
KSTP-TV
12.0
6.
Highway Patrol
(Ziv)
10:30
7.
Superman (
Flamingo)
Sun.
4:30
WCCO-TV
10.8
8.
Code 3
(ABC)
Tues.
9:00
WTCN-TV
10.7
9.
Rosemary Clooney
(MCA)
Sun.
5:00
WCCO-TV
9.3
10.
Racket Squad
(ABC)
Sat.
10:30
KSTP-TV
9.1
SEATTLE-TACOMA four-station market WASHINGTON four-station market
Rank Program
Distr.
Day &
Time
Sta. Rating
Rank Program Distr.
Day & Time
Sta. Rating
1.
Search For Adven.
(Bagnall)
Wed.
7:00
KING-TV
32.0
1.
Star And The Story (Official)
Wed.
10:30
WRC-TV
12.7
2.
Whirlybirds
(CBS)
Thurs
8:30
KING-TV
23.9
2.
Sheriff of Cochise (NTA)
Mon.
10:30
WRC-TV
11.2
3.
Life of Riley
(NBC)
Thurs
7:30
KING-TV
23.0
3.
Silent Service INBC)
Tues.
10:30
WTOP-TV
9.8
4.
Highway Patrol
(Ziv)
Thurs
7:00
KOMO-TV 22.1
4.
Soldiers of Fortune (MCA)
Mon.
7:00
WTOP-TV
9.7
5.
Silent Service
(NBC)
Wed.
7:30
KING-TV
22.0
5.
Frontier (NBC)
Sat.
10 :30
WTOP-TV
9.1
6.
Sheriff of Cochise
(NTA)
Mon.
7:00
KING-TV
15.1
6.
Death Valley Days (McC-E)
Mon.
7:00
WRC-TV
9.0
7.
Studio 57
(MCA)
Fri.
7:00
KING-TV
14.7
7.
Ramar of the Jungle (TPA)
Wed.
7:00
WTOP-TV
8.8
8.
Badge 714
(NBC)
Sun.
9:30
KING-TV
13.7
8.
Jungle Jim (Scr. Gems)
Wed.
6:00
WMAL-TV
8.7
9.
Wild Bill Hickok (Scr. Gems)
Thurs.
6:00
KING-TV
13.5
9.
Men of Annapolis (Ziv)
Tues.
7:00
WTOP-TV
8.6
L0.
Ki?igrdom of Sea
(Guild)
Wed.
9:30
KOMO-TV
13.1
10.
Annie Oakley (CBS)
Fri.
7:00
WTOP-TV
8.3
ATLANTA three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Science Fiction
(Ziv)
Tues.
9:30
WAGA-TV 25.3
2.
Dr. Christian
(Ziv)
Wed.
9:30
WSB-TV 23.0
3.
Highway Patrol
(Ziv)
Fri.
10:00
WAGA-TV 21.8
4.
Badge 714
(NBC)
Mon.
9:30
WSB-TV 18.1
5.
Studio 57
(MCA)
Fri.
10:30
WAGA-TV 17.2
6.
Secret Journal
(MCA)
Fri.
10:00
WSB-TV 17.0
7.
Superman (Flamingo)
Thurs
. 7:30
WSB-TV 16.5
8.
Sheriff of Cochise
(NTA)
Wed.
10:00
WSB-TV 15.1
9.
Susie
(TPA)
Mon.
10:00
WSB-TV 15.0
10.
State Trooper
(MCA)
Wed.
10 :00
WAGA-TV 14.1
CLEVELAND three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Highway Patrol
(Ziv)
Tues.
10:30
WJW-TV
22.9
2.
Sheriff of Cochise
(NTA)
Sun.
10:30
KYW-TV
21.0
3.
State Trooper
(MCA)
Mon.
10:30
KYW-TV
16.8
4.
Men of Annapolis
(Ziv)
Wed.
10:30
KYW-TV
16.4
5.
Silent Service
(NBC)
Sat.
10:30
WJW-TV
15.0
6.
Range Rider
(CBS)
Sun.
7:00
WEWS
12.2
7.
Soldiers of Fortune
(MCA)
Thurs
7:00
KYW-TV
9.7
8.
Amos 'n' Andy
(CBS)
Fri.
7:00
WJW-TV
9.4
9.
Death Valley Days
(McC-E)
Sat.
7:00
WJW-TV
9.2
Studio 57
( MCA)
Fri.
7:00
KYW-TV
9.2
10.
Waterfront
(MCA)
Mon.
7:00
WEWS
9.1
COLUMBUS three-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1.
Highway Patrol
(Ziv)
Tues.
9:30
WBNS-TV 39.3
2.
San Fran. Beat
(CBS)
Sun.
8:30
WBNS-TV 24.2
3.
Sheriff of Cochise
(NTA)
Sat.
10:00
WBNS-TV 23.0
4
Last of Mohicans
(TPA)
Sat.
9:30
WBNS-TV 19.9
5.
Waterfront
(MCA)
Fri.
10:30
WBNS-TV 17.6
6.
Frontier Doctor
(H-TV)
Fri.
9:30
WTVN-TV 16.5
7.
Studio 57
(MCA)
Mon.
9:30
WLWC 15.7
8.
State Trooper
(MCA)
Mon.
9:30
WTVN-TV 15.5
9.
Men of Annapolis
(Ziv)
Fri.
8:30
WBNS-TV 15.1
10.
Martin Kane
(Ziv)
Wed.
10 :30
WBNS-TV 13.5
BOSTON two-station market
Rank Program
Distr.
Day & Time
Sta. Rating
1
Waterfront
(MCA)
Sun.
7:00
WNAC-TV 25.7
2
Highway Patrol
(Ziv)
Wed
10:30
WBZ-TV 20.1
3
State Trooper
(MCA)
Sun.
10:30
WNAC-TV 19.1
4
Combat Sergeant
(NTA)
Sat.
8:30
WNAC-TV 18.8
San Fran. Beat
(CBS)
Sat.
11:00
WNAC-TV 18.8
5
Sheriff of Cochise
(NTA)
Sun.
6:00
WNAC-TV 18.2
6
Frontier
(NBC)
Fri.
10:30
WNAC-TV 17.4
I Led 3 Lives
(Ziv)
Wed
7:30
WNAC-TV 17.4
7
Buffalo Bill, Jr.
(CBS)
Sat.
10:30 a
m. WBZ-TV 15.6
8
Search For Adven
(Bagnall)
Sun.
5:30
WNAC-TV 15.2
9
Superman (Flamingo)
Fri.
6:30
WNAC-TV 15.1
0,
Secret Journal
(MCA)
Tues.
10:30
WNAC-TV 14.9
Page 48 • June 17. 1957
Broadcasting • Telecasting
WORKING PARTNERS
So that we can continually line up business for our stations, all of us go out
on the job and make calls; this means all of the partners who head up this
firm as well as the members of our staff. We have been told that this is
somewhat unusual in the "representative" business, but our stations like it
that way. Thev are alwavs sure that thev are getting personal attention
from the working partners who head up this firm. This, plus the
fact that we have selected our staff on a basis of maturity, experience
and selling background in this field, means that when there
is a job to be done, "we always send a man to do it."
RADIO
TELEVISION
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PEUEGRIN, Vice President
PAUL WEEKS, Vice President
380 Madison Ave.
New York 17, N. Y
OXford 7-3120
35 E. Wacker Drive
Chicago 1, Illinois
RAndolph 6-6431
6253 Hollywood Boulevard
Hollywood 28. Calif.
Hollywood 2-6453
155 Montgomery Street
Son Francisco, Calif.
YUkon 2-5837
416 Rio Grande Bldg.
Dallas, Texas
Riverside 2-5148
101 Marietta Street
Bldg.
Atlanta, Georgia
JAckson 3-7797
520 Lovett Boulevard
Room No. ID
Houston, Texas
JAckson 8-1601
910 Royal Street
Canal 3917
New Orleans, La.
529 Pan American Bank
Bldg
Miami, Florida
FRanklin 3-7753
Broadcasting • Telecasting
June 17, 1957 • Page 49
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GOVERNMENT
CLEARS BACK UNDER FCC STUDY
• FCC meets Friday to review 70-page staff report
• Twelve-year-old case involves fate of Class I stations
THE FCC on Friday of this week takes its
long-awaited, hard look at the decade-old
clear channel case. The Commission will
meet in special session on that day to review
a 70-page staff report which will be used as
a guide to a possible outcome which may
affect the nature of standard broadcasting in
the United States — possibly the first major
realignment of am broadcasting since the
reallocation of 1941.
The Commission has two decisions to
make. The first is whether to maintain the
status quo (24 Class 1-A and 21 Class 1-B
clear channel frequencies) or to change the
use of these classifications.
The Class 1-A stations each occupy a
clear channel frequency at nighttime with no
other outlet on their band. The Class 1-B
stations occupy clear channel frequencies,
but there are usually two on a single clear
channel at night. There are 35 Class 1-B
stations operating.
The clear channel case began in 1945.
Hearing were held in 1946. Since then corol-
lary aspects have been added: daytime sky-
wave, daytime broadcasters, KOB, among
others.
Daytime skywave entered the picture
when it was discovered that the nighttime
skywave phenomenon (by which standard
broadcast stations can cover large areas)
actually began up to two hours before sun-
set and continued up to two hours after
sunrise.
The daytime broadcasters' request is for
permission to begin operating at 5 a.m. or
sunrise whichever is earlier and to cease
broadcasting at 7 p.m. or sunset, whichever
is later. At present they are licensed to op-
erate from local sunrise to sunset.
The KOB case began in 1940 when that
Albuquerque station was assigned to 1180
kc. This was changed to 1030 kc when Mex-
ico was given protection on 1180 kc. KOB
has been operating temporarily on 770 kc
since then. WABC New York is the Class
1-A station on 770 kc and has been fighting
to remove KOB from that assignment. WBZ
Boston is the Class 1-B station on 1030 kc.
The FCC is officially under a court order to
find a permanent home for KOB.
The document before the FCC makes no
recommendations, it is understood, but does
point up certain alternatives. It is certain
that the staff has pointed out there is need
for more adequate coverage in the large
rural areas of the nation's mountain states
and southwest area. Also, the staff report-
edly has said there is a lack of primary sig-
nals in these areas, most particularly at
night.
There are a number of ways to spread
primary service — and which were at the
heart of the clear channel case when it was
first put out as a rule-making proposal by
the FCC in February 1945.
The "white areas" can be given better
service through the use of higher power. At
present 50 kw is the maximum permitted
any U. S. station. This is due to the 1938
Senate resolution expressing the sentiment
that U. S. stations be limited to 50 kw. There
has been talk of 500 kw or 750 kw power
(and in 1945 under an experimental grant
WLW Cincinnati on 700 kc transmitted
with this power and blanketed virtually the
entire country).
If clear channel stations were reassigned
— nearer to the areas that needed more ade-
quate coverage — that could accomplish one
of the aims.
Or if some Class 1-A frequencies were to
have two clear channel stations on them at
night, instead of only one as now, that might
serve to give coverage to so called white
areas.
The key points where additional clear
channels might be located, it is understood,
are in areas of Wyoming, Montana and New
Mexico.
In many minds the present utilization of
Class 1-A stations — at existing power limita-
tions— is inefficient. If the Commission's
policy will be to maintain this practice, it is
the view of many close to the clear channel
picture that the FCC must permit higher
powers. This would accomplish a basic pur-
pose; coverage of area now underserved.
Others see the solution only in the dupli-
cation of 1-A channels, or in a combination
of higher powers and duplication.
An interesting sidelight is the interna-
tional agreements — principally the North
American Regional Broadcast Agreement —
which classify the 1-A and 1-B channels
in the region. It is felt in some quarters
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 6
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Buffalo, .
N. Y., ch. 7 (9-24-56); Biloxi. Miss., ch. 13
(12-18-56); San Francisco-Oakland, Calif.,
ch. 2 (3-11-56); Ponce, P. R., ch. 7; Mc-
Keesport-Pittsburgh, Pa., ch. 4 (6-3-57).
AWAITING ORAL ARGUMENT: 5
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio. ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57).
IN HEARING: 5
Cheboygan, Mich., ch. 4; Mayaguez, P. R.,
ch. 3: Lubbock. Tex., ch. 5; Sioux Falls. S.
D., ch. 13; Alliance, Neb., ch. 13 (6-6-57).
IN COURT: 4
(Appeals from tv grants in U. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3; Portsmouth. Va., ch.
10; Miami, ch. 10; Knoxville, Tenn., ch. 10.
that although the FCC might permit dupli-
cation on the 1-A channels, it should not
change their classification.
It is also felt in many quarters, it is under-
stood, that additional information, princi-
pally engineering data, must be secured be-
fore a final determination can be made.
This means, it is the view, that further rule-
making notices must be issued.
There has been some sentiment, it is
learned, to solve the KOB situation by itself,
without regard to the rest of the clear chan-
nel case. This is opposed by many who
argue that the whole clear channel case must
be wrapped up in one package. The hearing
on the KOB case has recently been con-
cluded and an initial decision may be forth-
coming soon.
Last year, following the court order in
the KOB case, it was understood that there
was strong sentiment at the Commission to
close out the clear channel proceeding.
Also contributing to the FCC's wish to
clear up the 12-year-old proceeding is the
forthcoming 1959 International Telecom-
munications Conference in Geneva. In No-
vember 1950 a new NARBA was agreed to
by all North American countries except
Mexico and Haiti. An agreement with Mex-
ico was reached earlier this year. Both the
NARBA convention and the Mexican treaty
have still to be confirmed by the Senate.
Doerfer Denies Intent
To Disparage Movies
IN A rapid exchange of letters last week,
FCC Comr. John C. Doerfer told Eric
Johnston, president of the Motion Picture
Assn. of America, that he [Doerfer] had "no
intention to disparage the American movie
industry" in statements made to a reporter
for International News Service.
Mr. Johnston, in a letter dated June 8,
took issue with statements attributed to the
FCC commissioner, stating that one ". . .
is not only historically inaccurate, but it is
a complete distortion of current facts."
The newspaper article quoted Mr. Doer-
fer as saying that "the much-maligned U. S.
television industry is actually lifting Amer-
ican cultural standards and 'cleaning up'
Hollywood movies." The article also stated
that Mr. Doerfer said tv is lessening racial
and religious prejudices by voluntarily ban-
ning snide references to minority groups, in
sharp contrast to the movies of 10 or 20
years ago.
Mr. Doerfer was quoted as saying it is
"remarkable" how clean and inoffensive
radio-tv programs are compared with the
movies to which parents used to send their
children. "Because Hollywood film pro-
ducers know that tv will not buy films which
are offensively sexy or shady, movies are
automatically being cleaned up for living
room consumption."
It was this quote which Mr. Johnston
claimed was a complete distortion of facts.
The MPAA head said the NARTB Tv Code
has "little or nothing to do with the pro-
gram content of movies made especially for
television viewing and nothing at all to do
Page 52 • June 17, 1957
Broadcasting • Telecasting
• ONE OF A SERIES
r
IN RADIO TECHNIQUES...
Time was when trail blazing was done in the
wilderness. Today the men in the gray flannel
suits are looking to New Haven, Connecticut
(and other cities for that matter) where out-
standing radio advertising results have been
pioneered.
In New Haven all trails for advertising results
lead to WAVZ. Local advertisers, who measure
results in their cash registers, led the way. It
didn't take the national advertisers and their
agencies long to catch up with what was
happening.
LET THE TECHNIQUES DEVELOPED BY
WAVZ PRODUCE FOR YOU.
Representatives:
National: Hoilingbery Co.
New England: Kettell-Carter
152 TEMPLE STREET, NEW HAVEN, CONN.
Daniel W. Kops, Executive Vice President and General Manager • Richard J. Monahan, Vice President and Commercial Manager
Broadcasting
Telecasting
June 17. 1957 • Page 53
GOVERNMENT continued
with the program content of feature films
shown on television . . .
"The fact is that the television code . . .
is patterned after our own motion picture
code. But whereas the motion picture code
has effective enforcement machinery, there
is no enforcement machinery so far as pro-
gram content is concerned for television
filmed material. ... It is a rare tv licensee
who exercises any control over program con-
tent of filmed materials he broadcasts."
Mr. Johnston said that he does not be-
lieve there is any factual basis for a "con-
trast" between the roles played by tele-
vision and movies in fighting racial and re-
ligious prejudices. "Certainly you [Doerfer]
cannot mean to suggest that the movies, 10
or 20 years ago, fostered, promoted, or con-
doned bigotry.
"The fact is . . . movies were among the
first mass cultural mediums, if not the first,
to take active steps to promote and build
up racial and religious understanding. Our
industry is rightly proud of this magnificent
record and can only resent unfounded slurs
upon it," Mr. Johnston stated.
Comr. Doerfer replied, in a letter dated
Tuesday, that he did not intend to "disparage
the American movie industry." However,
he said, "many complaints about crime,
violence, etc. on television were based upon
the broadcasting of old movie films." He
also said that many old films have been re-
jected by tv while others have been edited
and clipped before showing.
On Jan. 4, the commissioner said, the tv
code was adopted by the Alliance of Tv
Film producers and the formal signing was
accompanied by a statement indicating the
"sincere desire of the producers to volun-
tarily conform their product with the code's
recommendations." He said he regretted
that his statements about deletions and edit-
ing of old film had been interpreted as an
"unfounded slur" on the movie industry.
Mr. Johnston replied to Comr. Doerfer's
letter on Wednesday, pointing out that one
of the points of his letter had been "mis-
read." It was the implication that movies
have contributed to "racial and religious
prejudices" that the film industry resented
as an "unfounded slur," he said.
WIP Drops Protest to FCC
On WPFH (TV) Transmitter Move
WIP Philadelphia last week withdrew its
protest against ch. 12 WPFH (TV) Wil-
mington's almost-completed transmitter
move from downtown Wilmington to Pitt-
man, N. J., some seven miles closer to the
Philadelphia market, largely, WIP said, be-
cause the issue has become academic.
The WIP request for FCC dismissal of its
protest said WPFH's corporate parent,
Storer Broadcasting Co., would reimburse
it for "actual out-of-pocket expenses." The
petition added that WIP "has no further in-
terest in the proceeding."
Last March, in addition to WPFH, Storer
also bought WIBG-AM-FM Philadelphia
for $5.6 million, a purchase subsequently
protested by minority stockholders who un-
successfully appealed to the courts.
THURMOND WOULD OUTLAW PAY TV
ANOTHER blow to advocates of pay tv
was struck last week by Sen. Strom Thur-
mond (D-S. C. ) who introduced a bill
(S 2268) in the Senate which would pro-
hibit the charging of a fee to view tele-
casts in the home.
Sen. Thurmond, a member of the Senate
Commerce Committee and its communica-
tions subcommittee, said that he had been
considering the
question of charg-
ing home viewers
for their tv pro-
grams for some
time. He felt that
the result of "per-
mitting pay televi-
sion to be used
generally would be
the same as having
the Congress im-
pose a new tax on
the people of this
country."
dentical to one introduced in
by Rep. Emanuel
SEN. THURMOND
The bill,
the House (HR 586)
Celler (D-N. Y.) last January, would amend
the Communications Act to state that the
FCC ". . . shall not authorize or permit
any television station to impose a toll, fee,
subscription, or other charge, directly or
indirectly, on the general public for the
privilege of viewing television programs re-
ceived over television sets located in the
home." It would provide for a fine up to
$10,000, imprisonment for not more than
five years, or both.
Sen. Thurmond's office reported that he
introduced the bill in view of the "prevail-
ing situation," making reference to stories
in the press on the role pay tv has played
in the reportedly planned moves of the
Brooklyn Dodgers and New York Giants
to the West Coast [B»T, June 10, 3].
"Several pay tv interests have been lobby-
ing for the approval of their plans for sev-
eral years. Their motive is the motive of
profit," Sen. Thurmond said. "My interest
is the public interest, and I believe that ac-
tions should be taken now to protect the
public [from having to pay for tv]."
The South Carolina senator said that if
the FCC is permitted to grant approval for
experimental pay television, "then we [Con-
gress] must face the fact that it would be
most difficult later to tell the experimenters,
who had spent millions of dollars, that pay
television had been classified as against the
public interest."
The one sure thing about pay tv is that
it would cost the public more than the
present system costs. Sen. Thurmond said,
and that there is no proof the public would
be provided with better programs if pay
tv is authorized. There is no assurance, he
stated, that pay tv would supplement, rather
than replace, the present free system. He
expressed the fear that programs now seen
free would be bought up by the producers
of pay tv who then would charge a fee to
viewers.
NARTB President Harold E. Fellows,
claiming the people should make the deci-
sions through their elected representatives,
hailed Sen. Thurmond's address and noted
that the bill is identical with one introduced
in the House by Rep. Emanuel Celler
(D-N. Y.). Mr. Fellows reviewed recent pro-
tests by organizations against efforts of pay-
tv promoters to get the FCC to authorize
experimental operations.
Recalling that FCC often had asked Con-
gress for guidance in the matter, Mr. Fel-
lows said, "The time for the guidance is
now." He contended such tests would con-
fuse the issue, inhibit the present healthy
development of free tv and not demonstrate
how pay tv would operate on a national
scale. The Bartlesville, Okla., closed-circuit
system will provide any information that
pay tv tests could yield, he suggested, and
not use up scarce air frequencies.
Sen. Thurmond's bill was referred to the
Senate Interstate & Foreign Commerce
Committee for appropriate action.
WMBD Inc. Gets Setback
In Fight to Keep Peoria Ch. 8
THE FCC last week denied WMBD Inc.'s
plea for rehearing or reconsideration in its
attempt to keep ch. 8 in Peoria, 111. Com-
mission told WMBD to file engineering data
within 30 days for use of ch. 31 in Peoria.
Construction of the station cannot begin
until "specific authorization" for ch. 31 is
granted, the Commission said. Channel 8
was shifted to Davenport-Rock Island-
Moline, 111., in deintermixture proceedings.
Comr. Craven abstained from voting.
In a corollary case KRNT-TV (operating
on ch. 8 in Des Moines, Iowa) was denied
reconsideration in its try to stop the shifting
of ch. 8 to Davenport-Rock Island-Moline.
Also denied was KRNT-TV's request that
any applicant for ch. 8 (in Davenport-Rock
Island-Moline) should locate its transmitter
190 miles from KRNT-TV's and at such a
location that KRNT-TV could move its
transmitter east far enough to allow a 1.000
ft. antenna to be constructed. Comrs. Doer-
fer and Mack abstained from voting: Comr.
Craven was absent.
Other allocations actions last week were:
• Association of Maximum Service Tele-
casters Inc. was turned down in its petition
for a 30-day extention of time to file reply
comments to the modified "Craven plan,"
for nearly complete abandonment of the tv
channel assignment table (excepting educa-
tional reservations, any reservation within
250 miles of the Canadian border or any
vhf reservation within 250 miles of the
Mexican border [B»T, June 10]). Reply
comments are due tomorrow (Tuesday).
Comrs. Hyde and Lee favored a two-week
extension: Comr. Craven v/as absent.
• The Commission has shifted ch. 12
from Coeur d'Alene to Moscow, Idaho, ef-
fective July 19.
• FCC asks comments by July 15. to
WDAK-TV's (ch. 28, Columbus, Ga.) pro-
posal to substitute ch. 62 for ch. 4 in Co-
lumbus. Comrs. Doerfer and Craven dis-
sented.
Page 54
June 17, 1957
Broadcasting
Telecasting
in nungry ban Diego.
92% more than in 1950 for a 1956 total of
$229,630,000. More than is sold in Denver, New
Haven, Indianapolis or New Orleans.*
San Diego has more people making more, spending
more and watching Channel 8 more than ever before!
° Sales Management 1957.
KFMB
WRATHER-ALVAREZ BROADCASTI NG . I
SAN DIEGO
A m e r i c a ' s more market
GOVERNMENT cont.nued
Senate, House Agree
On FCC, FTC Fund Cuts
THE SENATE last week agreed with earlier
House cuts on both the FCC and Federal
Trade Commission 1958 appropriations and
sent the over-all Independent Offices bill to
joint conference without heading White
House pressure to restore the funds for
which it had originally asked.
The Administration had sought $8,950,-
000 for the FCC but Congress decided on
$8,300,000, a figure which nonetheless is
$472,000 more than FCC got for fiscal
1957. However, this additional $472,000 will
be all but erased by the $455,000 which the
FCC must contribute to its employe retire-
ment fund for the first time.
At the same time the Senate Appro-
priations Committee noted "that the report
of the special network study being con-
ducted by the FCC is to be submitted on or
about June 30. 1957. In view of the fact
that the special appropriation earmarked for
this study expires [then], the committee ex-
pects the Commission to use the appropria-
tion herein for completion of this study or
any implementation thereof necessary."
The Senate approved $5,950,000 for the
FTC instead of the $6,250,000 sought by
the White House. But this figure also ex-
ceeded the amount granted for fiscal 1957
by $400,000.
Meanwhile, a mangled U. S. Information
Agency (parent of the Voice of America)
budget was on President Eisenhower's desk
awaiting his signature. USIA finally got
$96.2 million for its 1958 expenses, con-
siderably less than the $144 million re-
quested.
Four Tv Firms Ordered
To Court re FCC Subpoenas
FOUR television film companies last Mon-
day were ordered by Federal Judge Richard
H. Levet to appear in court in New York
on June 25 to show cause why they should
not be compelled to produce certain records
requested by the Network Study Commit-
tee of the FCC.
This action followed a refusal by the
four companies earlier that day to answer
FCC subpoenas requiring the filing of in-
formation and records with the committee.
Thereupon, FCC Chief Hearing Examiner
James D. Cunningham, who presided at a
hearing in New York in connection with the
subpoenas, sought court action.
The four producer-distributors — Screen
Gems, Ziv Television Programs, MCA-Tv
Ltd. and Revue Productions — were part of
a group of seven companies that originally
ignored the subpoena and tried unsuccess-
fully to have them quashed. On May 27,
Television Programs of America, Official
Films Inc. and Entertainment Productions
Inc. agreed to supply the information re-
quested by FCC and were given time until
last Thursday to file the data with the Com-
mission's Network Study Committee. Pro-
ceedings on their subpoenas were adjourned
until today (Monday).
The heads of the four recalcitrant film
companies did not appear personally before
Examiner Cunningham. Instead, their at-
torneys responded, replying that their clients
would not appear on advice of counsel that
the FCC lacked jurisdiction over the film
companies.
Florida Vhf Decisions Upheld
By FCC in Staff Instructions
THE FCC last Thursday instructed its staff
on the preparation of documents involving
two Miami vhf grants, one in Jacksonville,
Fla., and two deintermixture decisions. The
instructions would:
• Deny a petition for trusteeship oper-
ation of ch. 7 WCKT (TV) Miami, filed by
losing applicant East Coast Tv Corp., and
deny a petition filed by ch. 17 WITV (TV)
Ft. Lauderdale, Fla., seeking to force WCKT
to suspend operations. Ch. 7 was granted to
Biscayne Tv Corp. and the Court of Appeals
has ruled the Commission erred in not con-
sidering a contract between Niles Trammell,
one of its principals, and NBC. Mr. Tram-
mell also is a former president of NBC.
The Commission currently is studying what
action to take following the court decision,
but last week's staff instructions would leave
the grant to Biscayne in effect.
• Deny petitions for rehearing, recon-
sideration and reopening of the record in
the Feb. 7 grant of ch. 10 (WPST-TV)
Miami to Public Service Tv Inc. (wholly-
owned subsidary of National Airlines). Peti-
tions were filed by ch. 10 losing applications
North Dade Video Inc., L. B. Wilson Inc.
and WKAT Miami. Also to be denied would
be a petition by WITV seeking similar relief
as the other petitioners.
• Deny a petition filed by WPDQ Jack-
sonville (losing applicant) requesting recon-
sideration of the Commission's Aug. 31,
1956, grant of ch. 12 Jacksonville to Florida-
Georgia Tv Co. (WFGA-TV). WPDQ had
charged that one of the WFGA-TV prin-
cipals, 19% owner Harold Cohn, formerly
associated with gambling interests.
• Deny various petitions seeking recon-
sideration of the Commission's action in
making Springfield, 111., all uhf by shifting
ch. 2 (WM AY-TV) to St. Louis and Terre
Haute, Ind., and assigning ch. 36, formerly
held by KTVI (TV) St. Louis, to Spring-
field. In shifting the channels [B»T, March
4], the Commission gave WMAY-TV ch.
36 and KTVI temporary use of ch. 2.
• Deny petitions for reconsideration of
Commission action in shifting ch. 7 (WTVW
[TV]) from Evansville, Ind., to Louisville
and reassignment of ch. 9 Hatfield, Ind., to
Evansville for educational use. WVSJ-TV
Hatfield currently holds an initial decision
for ch. 9.
• Institute rulemaking looking toward the
shift of ch. 10 Terre Haute (WTHI-TV) to
Lafayette, Ind. This move was requested by
ch. 59 WFAM-TV Lafayette. With the as-
signment of ch. 2 to Terre Haute, WTHI-
TV applied for Commission authorization to
operate on that channel.
The FCC said that these staff instructions
are merely preliminary steps and do not
constitute a final action by the Commission
in the various cases.
ALA Says Networks 'Censored1
Celler Unit's Network Report
THE Authors League of America Inc. last
week charged the major radio and tv net-
works with "censorship" in their alleged
failure to cover as news the report of House
Judiciary Antitrust Subcommittee (Celler
report) [B»T. June 10]. The league sent
telegrams to the networks stating in part:
". . . The leading newspapers of the coun-
try gave this report front-page coverage. The
broadcasting networks imposed a virtual
blackout on this important news. ... It
[the league] deplores the blackout because
it constitutes an act of censorship.
"The Judiciary Committee's conclusions
related in part to practices of the broadcast-
ers in connection with alleged discrimina-
tion against writers and composers of music,
many of whom are members of our organ-
ization. But beyond protecting our mem-
bers' rights, the Authors League believes
that any censorship by the broadcasters is a
threat to the freedom of all creative artists,
and unescapably to the public as well."
The Songwriters Protective Assn. hailed
the findings of the Celler report phase deal-
ing with the practices of the broadcasting
industry in the music field. The report cor-
roborates SPA's long standing position that
music on the air "is dominated by networks
and stations through Broadcast Music Inc.,"
the association stated.
NBC issued a short statement on the
Celler report last Monday [At Deadline,
June 10], but both ABC and CBS have
issued "no comment." "No comment" also
came from Broadcast Music Inc. and Amer-
ican Society of Composers, Authors & Pub-
lishers, two other organizations covered in
the report.
ABN Appeals FCC's Approval
Of KOB-AM-TV Sale to KSTP
THE American Broadcasting Network last
week filed an appeal in the U. S. Appeals
Court, Washington, against the FCC's May
8 grant of the sale of KOB-AM-TV Albu-
querque, N. M., from Time Inc. and Wayne
Coy to KSTP Inc. [B«T, May 13]. Ameri-
can claimed the Commission denied its pro-
test of April 1 3 on the ground the network
had no standing to object to the sale.
At issue is American's 16-year-long fight
against the use of 770 kc by KOB. Before
KOB's sale to KSTP was granted, Ameri-
can asked that three conditions be attached:
That the grant is made subject to any rul-
ing made in the KOB case; that the new
owners pledge to carry out the Commis-
sion's order requiring directional operation
at night to protect WABC New York (also
on 770 kc), and that the new owners be
found ineligible to prosecute a 1944 KOB
application to break down 770 kc. The
Commission, although denying American's
protest, on its own motion revised the lan-
guage of its sale grant to include the first
two conditions, but failed to mention the
third. It is from this omission that Ameri-
can has appealed.
The KOB stations were sold to the KSTP
organization (Stanley Hubbard) for $1.5
million.
Page 56 • June 17, 1957
Broadcasting • Telecasting
The
adventures of
starring
with James Hong as the Number One Boy
Here it is! Television's own brand-new half-hour
series now being produced in Hollywood and in the
intrigue-filled Hydrogen Age capitals of Europe —
The NEW Adventures of Charlie Chan. He's the
master mystery entertainer of them all — Enter-
tainment's only Chinese detective. Loved by
millions . . . eager audiences have laid down their dollars at box offices
everywhere to thrill to the exciting cleverness of Earl Derr Biggers' famous
fictional sleuth. Want to enjoy yourself and profit seeing Charlie Chan solve
"The Case of The Profit-Building Program"? Just wire collect or phone
tpa today for a private screening.
Charlie Chan and his
Number One Son have filmed commerical lead-ins and lead -outs for you. At
small additional cost, you can wrap your local announcements with the prestige
and power of introductions by Hollywood's stars!
EDWARD SMALL. • MILTON A. GORDON • MICHAEL M. 8ILLERMAN
Chairman President Executive Vice-President
488 Madison Avo., New York 22. N. Y. • PL. 8-2100
Broadcasting • Telecasting
June 17, 1957 • Page 57
GOVERNMENT continued
LAMB ABSOLVED, LICENSE RENEWED
EDWARD O. LAMB, multiple broadcaster,
industrialist and erstwhile newspaper pub-
lisher, was cleared last week of association
and affiliation with Communists and Com-
munist-dominated organizations.
After a three-year battle, the one-time
Toledo labor attorney and civil rights ad-
vocate— now a multi-millionaire owner of
various manufacturing enterprises — stood
vindicated by the FCC.
Lone dissenter to the Commission's action
was Comr. Robert E. Lee. Mr. Lee did not
write a dissent. Comr. John O. Doerfer, who
was one of those who vigorously urged the
investigation and subsequent hearings into
the charges against Mr. Lamb, was absent
in^the voting on the final FCC decision.
Basic issue in the far-reaching case was
whether Mr. Lamb lied in various pleadings
and affidavits filed with the FCC prior to the
1954 hearings by claiming that he had not
knowingly associated with Communists or
Communist-dominated organizations.
To the charges brought — and vigorously
prosecuted by the Commission's Broadcast
Bureau — the FCC found that there were
serious doubts Mr. Lamb was a member of
some of the organizations, that where there
was no doubt that he was a member of what
have been found to be left-wing organiza-
tions, there were serious doubts that he knew
of their Red-tinged leadership, and that in
essentially all such associations and affilia-
tions Mr. Lamb's previous disclaimers could
not be characterized as overt misrepresenta-
tions.
The Commission's view coincided with
those of FCC Hearing Examiner Herbert
Sharfman, who in his initial decision issued
in December 1955, found that Mr. Lamb
could not be found guilty of the charges
preferred.
At issue in the case, which drew national
attention at the time, was the application for
renewal of the license of ch. 12 WICU (TV)
Erie, Pa.
The FCC's action last week absolved Mr.
Lamb of the allegations, and renewed
WICU's license.
In a subsidiary issue — the charge by Mr.
Lamb that Broadcast Bureau attorneys had
offered bribes and tried to "induce" witnesses
in Toledo to testify against him — the Com-
mission found that Mr. Lamb was guilty of
reckless accusations. It absolved him, how-
ever, on the grounds that the heat of his
trial warped his judgment.
Although the FCC final decision relieved
Mr. Lamb of all charges against him, it
suggested in one section that there were
some questions regarding the candor of his
testimony during the hearings.
The first inkling of the Commission's re-
newed interest in Mr. Lamb's associations
in the 1930's and up to 1945 came in Octo-
ber 1953 when these questions were raised in
an application for tv filed by WHOO Or-
lando, Fla., also owned by Mr.. Lamb. In
March 1954 the Commission sent Mr. Lamb
a McFarland letter regarding the license
renewal application of WICU. Mr. Lamb
answered this in April 1954, categorically
denying membership in or affiliation with the
Communist Party or organizations affiliated
with it. He iterated previous denials of such
associations.
In June 1954 a hearing was designated,
beginning Sept. 15 of that year and running
intermittently until May 24, 1955. The
hearings — some of the stormiest in FCC
annals — took up 7,000 printed pages and
some two million words. During the hear-
ings, 36 witnesses testified and one, Mrs.
Marie Natvig, later was convicted on per-
jury. She was recently given a suspended
sentence [B«T, May 6].
In several instances Broadcast Bureau
witnesses recanted their testimony. Oppos-
ing attorneys on occasions shouted at each
other during examination and cross-ex-
amination during the hearing. At one point,
Mrs. Natvig threatened to throw a pitcher
at John Russell Brown, one of Mr. Lamb's
attorneys.
Allied on Mr. Lamb's side in addition to
Mr. Brown were J. Howard McGrath,
former attorney general of the United
States, and Sen. Estes Kefauver (D-Tenn.).
Mr. McGrath is also a business associate of
Mr. Lamb's.
The FCC Broadcast Bureau's legal pha-
lanx included at one time or another the
following: Walter R. Powell. Thomas B.
Fitzpatrick, Edward J. Brown. Joseph M.
Kittner, Ashbrook P. Bryant and Arthur J.
Schissel.
Mr. Lamb even took his fight to Capitol
Hill. In June 1954, appearing before the
Senate Commerce Committee on the con-
firmation of Mr. Doerfer, Mr. Lamb charged
that the Republican Mr. Doerfer was "out
to get me." Mr. Lamb averred that the FCC
charges were brought about by political
antipathy. Mr. Lamb has run for office in
Ohio on both the Democratic and Republi-
can tickets.
The Commission found that Mr. Lamb's
connection with the American Committee
for the Protection of the Foreign Born was
not germane because that organization has
not been officially designated as subversive
by the attorney general.
It found that Mr. Lamb was affiliated
with the International Labor Defense, which
was ruled to be Communist-dominated, but
that he had no real knowledge of this fact.
"Accordingly," the FCC said, "it is con-
cluded that insofar as Mr. Lamb's affilia-
tion with the ILD is concerned his state-
ments denying association with organiza-
tions advocating un-American principles,
Communism or violent overthrow of the
Government of the United States were not
proven to be knowingly false."
The Commission also found that although
Mr. Lamb was affiliated with the American
League Against War & Fascism, and that
it was Communist-dominated, he was not
aware of this and did not intentionally con-
ceal his relationship with this organization
from the FCC.
The FCC also found that Mr. Lamb did
not know of the Communist control of the
National Federation for Constitutional Lib-
erties.
The Commission here raised some doubts
regarding Mr. Lamb's testimony. "While
a disturbing lack of candor, and in a sense
LAMB REASSURED BY RENEWAL
MR. LAMB issued the following state-
ment Thursday, following the FCC's an-
nouncement that the license of WICU
(TV) Erie, Pa., had been renewed:
"Obviously, I am delighted with the
belated vindication rendered by the de-
cision of the Federal Communications
Commission. This is more than an ap-
proval of my
broadcasting
and other ac-
tivities, and it
does give us
some reassur-
ance of the in-
tegrity of our
courts and ad-
ministrative
agencies.
"For more
than 3V2 years
. I'have been sub-
jected to a trial
of my ideas and activities, a trial which
consumed millions of words of testimony.
A shocking feature of the hearings
showed that an agency of our govern-
ment placed on the witness stand a score
of professional witnesses, persons coached
and paid to bear false witness against a
private American citizen. One good result
of our defense of this case must be that
MR. LAMB
we have stopped, let us hope forever, this
despicable practice. Although the trial
has been exasperating and expensive, the
price of defending this basic freedom
may well have been worth the ordeal. . . .
"This cause, this bitter fight for the
freedom of the air, is past. It should never
have been started, and now that it is
over we can forget the wicked motiva-
tions, the untruths, and the organized
smears. We must each dedicate ourselves
to work for a happier future. I shall con-
tinue as a liberal and as an independent.
I want to aid the cause of underprivileged
people everywhere and assist in obtaining
a world tolerant of the novel and the un-
popular, which pays its highest tribute to
the progressive and to the pioneer."
Awarded a doctor of humanities de-
gree by Wilberforce U., Wilberforce,
Ohio, Mr. Lamb discussed his own strug-
gles with the FCC. He said: "We can
hope that progress is being made. At least
we may have stopped the use of the no-
torious professional witness racket used
against our fellow Americans. Eventually
these calumnies become so great that de-
cent men go all-out to fight for every
elementary human right and dignity.
Every effort expended in' defending the
liberties of all men everywhere adds up
to the blessed item known as freedom."
Page 58 • June 17, 1957
Broadcasting
Telecasting
misrepresentation as well, are discerned
in these representations as they bear on this
particular organization, these elements in
isolation are not in issue; the issue includes
informed association with Communistic
organizations. A conclusion adverse to the
applicant will not be drawn due to in-
sufficient evidence that he knew, or must
have known, the underlying purposes of the
organization in question as found on this
record."
The Commission found that Mr. Lamb's
book, The Planned Economy in Soviet
Russia, published in 1934 following Mr.
Lamb's trip to Russia the preceding year,
did not advocate Communism or a violent
change of government in the United States.
The FCC found that "reasonable men" may
differ as to where description and analysis
leave off and advocacy begins. Accordingly,
the FCC found, it could not rule that Mr.
Lamb willfully offered false testimony in
denying that the book constituted an ad-
vocacy of Communism or of violence in
changing government.
Although the Commission found that Mr.
Lamb appeared at and spoke at the 1944
dedication of Lincoln House in Toledo,
headquarters of the Communist Political
Assn. (the Communist Party changed from
a party to an association in that year) and
that he contributed to that group's coffers,
it did not find that this established "in a
substantial sense" the falsity of Mr. Lamb's
claim that he never knowingly associated
with Communists or Communist-dominated
organizations.
The Commission dismissed entirely the
charges relating to Mr. Lamb's association
with a CIO Political Action Committee
"Bandwagon" production promoting the
1944 candidacy of President Roosevelt.
The FCC also turned down the Broadcast
Bureau request that Mr. Lamb's accusation
of subordination of perjury and bribery on
the part of FCC attorneys be grounds for
refusal of license renewal.
Although finding adversely for Mr. Lamb
on this score, the Commission felt it would
"be too harsh to revoke Mr. Lamb's license
for his "careless acceptance" of such "un-
founded allegations."
The basis for this part of the case
stemmed from Mr. Lamb's appeal to the
U. S. District Court in Washington to enjoin
the FCC from holding its hearing. This ap-
peal was dismissed by the lower court and
upheld on appeal to the U. S. Court of Ap-
peals in Washington on the ground he had
not exhausted his administrative remedies.
In addition to WICU and WHOO-AM-
FM, Mr. Lamb also owns WIKK Erie,
Pa.; WTOD and WTRT (FM) Toledo, Ohio,
and holds a grant for ch. 23 WMAC-TV
Massillon, Ohio. He also owned the Erie
(Pa.) Dispatch, selling it earlier this year
to the Erie Times interests for $1.25 million
plus a building lease. Among Mr. Lamb's
industrial holdings are Air-Way Electric
Appliance Corp. of Toledo (gas and electric
hot water heaters, vacuum cleaners), real
estate in Toledo, Washington (D. C.) and
Florida, and investments in insurance com-
panies, advertising agencies, Seiberling Rub-
ber Co. and General Motors.
'OPEN CURTAIN' TV PROPOSED
SEN. JOHNSON
A MAJOR diplomatic move in East-West
relations, designed to replace Soviet Rus-
sia's Iron Curtain with an "open curtain"
based on a periodic television exchange be-
tween the US & USSR may follow in the
wake of Communist Party Boss Nikita S.
Khrushchev's now famous interview over
CBS-TV, June 2, from his Kremlin office
[B«T, June 10].
In a June 8 speech before the United
Jewish Appeal Conference in New York,
Senate Majority
Leader Lyndon
Johnson (D-Tex.)
called for an "open
curtain" between
the U. S. and Rus-
sia, starting with
"weekly appear-
ances during this
year on Soviet ra-
dio and television,"
and with similar
facilities made
available to the
Communists here.
Sen. Johnson said he is not among those who
would fear such an exchange. "Let truth
flow . . . freely," he declared, "I am a Jef-
fersonian."
Reaction to the Johnson speech was im-
mediate and overwhelmingly favorable. At
his June 1 I press conference, Secretary of
State John Foster Dulles stated that an 18-
month-old U. S. proposal for radio-tv broad-
cast trades with Russia, possibly of 30-min-
ute, monthly programs, is still open. Leading
figures of the two nations could participate
in these monthly broadcasts, Mr. Dulles in-
timated, but the U. S. would not be inter-
ested in a one-shot reply to Khrushchev's
appearance.
The Washington Post & Times-Herald
editorialized "There will be a great deal of
support for . . . Johnson's proposal that
the United States ought to press for fuller
opportunities to state its case on disarma-
ment and other issues to the Russian people.
And most Americans will share Sen. John-
son's confidence that this country would
have nothing whatever to fear from offering
the Russians continuing and equivalent op-
portunities in the United States."
From the New York Post: "Frozen minds
cry that debate with Khrushchev is as worth-
less as debate with Adolph Hitler would
have been. They miss the point that the
Soviet thrust is increasingly being pressed
in ideological terms, and that the nature of
nuclear weapons has altered all the dimen-
sions of international conflict. In vast un-
committed areas the Communist mystique
is infinitely more powerful, complex, and
subtle than nazism ever was, and it must be
met with something more than strident mili-
tary posturings."
Wrote the Kansas City Star: ". . . John-
son was talking about a sound American
.. . . approach. If the Russians would not go
along they would have to take the onus for
continuing the Iron Curtain. As for the
Broadcasting
Telecasting
idealism in this approach we only suggest
that it will be a sad day for America if it
ever loses its native idealism in the search
for eventual world peace."
William H. Stringer writing in the Chris-
tian Science Monitor: ". . . Johnson . . .
has sounded an eloquent plea for imagina-
tion in foreign policy . . . for boldness in a
radio-tv exchange of ideas between the
United States and the Soviet Union . . .
It should stir American thinking. The ad-
ministration should welcome it."
There was some criticism of Secretary
Dulles' response to Sen. Johnson's proposal.
Sen. J. W. Fulbright (D-Ark.) called Mr.
Dulles' reaction to Sen. Johnson's speech
"one of the poorest and most disappointing
performances J have seen in many years.
... If American representatives have been
"pressing" the Soviet Union for the "open
curtain" proposal for the past 18 months,
it is the best kept secret since the first atomic
bomb was made."
Despite all this interest in an "open cur-
tain," founded on the use of broadcast
media, the question of how to get regular
time on American radio and tv and how to
pay for it was as yet unanswered, State Dept.
officials said. They expressed doubt the
Soviets are eager to accept a proposal they
have thus far refused to accept. Western
observers said, however, that the Russians
are unlikely to reject the exchange plan out-
right because of Russia's program of ex-
panding cultural ties with the West. They
felt the Soviets might prefer to plug for in-
dividual projects rather than for a long-
term, regular arrangement.
Rep. Harry G. Haskell Jr. (R-Del.)
wired CBS President Frank Stanton, urg-
ing that Mr. Joseph Koevago, described
as the last free mayor of Budapest. Hungary,
be granted time to answer the "outright lies
(of) the Soviet Communist Party Boss." Dr.
Stanton refused the request, stating that CBS
had already carried adequate comment by a
group of experts on its June 9 Comment on
Khrushchev, which "dealt with Khrushchev's
distortions."
FCC Ends Simplexing Grants
To Fms, Sets Final Cutoff
THE FCC Thursday gave fm stations cur-
rently simplexing their programming a re-
prieve of six months and at the same time
announced it would make no more grants
for simplex operation.
This is the third extension the FCC has
given stations for the switchover from sim-
plex to multiplex operation, first ordered in
March 1955. Originally, stations were given
until July 1. 1956, to make the change.
This was later extended to July 1, 1957,
and the latest extension gives fm stations
still operating by simplex until Jan. 1. 1958,
to switch to multiplex operation.
Using multiplex, an fm station can trans-
mit functional music to business houses
simultaneously with its regular operation;
under simplex only one program can be
carried at a time.
June 17, 1957 • Page 59
FIRST PRIZE, spot news class, White House
News Photographers' Association contest.
PORTRAITS AND PERSONALITIES AWARD,
Kent State University
photo-journalism contest.
WASHINGTON - Huddled together in grief
are the parents, right, of a young Marine
drowned in the Paris Island death march,
as his body arrives at the airport.
By C. Ed. Alley, U.P. Washington
FIRST PRIZE, presidential class, White House
News Photographers' Association contest.
GETTYSBURG - Part-time farmer:
President Eisenhower looks over his Black
Angus cattle on his Pennsylvania farm.
By Frank Cancellare, U.P. Washington
FIRST PRIZE, personalities class, White House
News Photographers' Association contest.
WASHINGTON - Her face is masked, but
not her feelings: Mrs. Eisenhower wears
a big smile and "I Like Ike" glasses at
a GOP campaign dinner.
By James K. W. Atherton, U.P. Washington
WASHINGTON - Unseen guests of honor: Ike and
Mamie watch on TV the nation's celebration of
the President's 66th birthday.
By James K. W. Atherton, U.P. Washington
FEATURE AWARD, Kent State University photo-
journalism contest.
NEW YORK - The chest that's launched a
thousand quips: at the premiere of her movie,
"Helen of Troy", Jayne Mansfield sets an
impossible example in posture for her
guard of honor.
By Andrew Lopez, U.P. New York
Newspictures
voted
Besides the individual top honors noted here, a few of many, United Press itself
received an award from the National Press Photographers Association
"in recognition of many contributions to the field of photo-journalism in establishing
news pictures in their proper perspective in modern communications; of
its steadfast encouragement and material assistance to NPPA in helping press
photographers to attain greater technical competence and wider community
appreciation of their services in the public interest; and for its constant support
of the freedom of the visual information program of our society."
•mmt te:
.P. PICTURES
TELL THE STORY
PHOTOGRAPHER OF THE YEAR, Encyclopaedia Britannica
contest. Four of a portfolio of ten pictures.
By Charles Dawson, U.P. London
LONDON - Man pulls horse, for a
change, along the docks.
STOCKHOLM - Queen Elizabeth is
tensely attentive, Princess Margaret
bored during an Olympic
equestrian event.
LONDON - A boy is absorbed in
watching a sidewalk artist do a
religious portrait in chalk.
LONDON - Actual theft of a
painting, which had been bequeathed
to Dublin, from London's Tate
Gallery by a young Irish patriot. On
the steps above, his lookout.
BEST PHOTOGRAPH of racing, Thoroughbred Racing
Association.
BELMONT RACE TRACK, N. Y. - Silhouette of glory:
the winningest horse ever, Nashua, with his trainer,
Sunny Jim Fitzsimmons, left, waits for a train to carry
him to retirement in Kentucky.
By Arthur Rickerby, U.P. New York
ONE OF TOP TEN OF 19S6,
Look all-sports photo contest.
YANKEE STADIUM, New York - Payoff pitch: Don
Larsen's final strike on the way to give him the first
perfect game in World Series history.
Note the scoreboard.
By Arthur Rickerby, U.P. New York
NEWSPICTURE OF THE YEAR, Long Island University
George Polk Memorial award.
CLINTON, Tenn. — Direct-action censorship: an anti-
integration mob member tries to jerk loose a
photographer's flash-bulb cord.
By Jack Young, U.P. Atlanta
MANUFACTURING
RCA ALONE IN COLOR TV FIELD
• No competing manufacturer in sight for color sets
© Setmaker comments predominantly negative, reticent
IF COLOR tv gets off the ground next fall
it may have to be with clipped wings. Un-
answered last week was the question of who
among the majors, besides RCA, is going
to make and offer color tv sets for sale next
fall.
A process of elimination seems to be in
progress. One manufacturer, Allen B. Du-
Mont Labs, in the words of its founder-
board chairman — Allen B. DuMont — thinks
the mass market for color tv still is "pre-
mature" and it won't make any color sets
this year. That would appear to rule out
the possibility of DuMont premiering in
the fall with a set using the Lawrence sin-
gle-gun color tube.
Other leading set manufacturers in vari-
ous ways have been reticent to join in any
color tool-up. This includes General Elec-
tric, Zenith Radio Corp. and Motorola; in
Chicago a spokesman for Motorola said
the company planned no special color pro-
motion in the fall and that production was
in the "handful stage."
Admiral and Philco reportedly are in the
doubtful column, principally because it
takes money to promote color tv and neither
company has been paying quarterly divi-
dends. Westinghouse Electric, which has
had a 22-inch glass tube color set, did not
announce any departure from its limited
production in disclosing its new line in Chi-
cago last week.
As the New York Times headed a story
Thursday on color tv manufacture: "Well,
There Is RCA. . . ."
John L. Burns, president of RCA, told
newsmen in Los Angeles Wednesday that
several major manufacturers are planning
to get into color on a large scale in the fall
(see story this page). A week earlier, Rob-
ert A. Seidel. RCA executive vice president,
consumer products, had specified five "ma-
jor manufacturing competitors" to be ready
for "big pushes" in color next fall [B»T,
June 10].
Dr. DuMont spoke at a New York show-
ing of the new DuMont radio-tv-hi fi re-
ceiver line. He was critical of color's style
and design, noting, too, that color tubes are
round — "If we had a round tube in black-
and-white today, we couldn't give the sets
away." For some time. Dr. DuMont pub-
licly has put the color tv mass market off
for some years — "The state of the art in
color today is about like that of black-and-
white 10-15 years ago," he reiterated
Wednesday.
Tuning is difficult and there are an ex-
cessive number of adjustments for color
tv sets, Dr. DuMont continued, describing
a massive array of controls on color sets —
three more on the front than on regular
monochrome receivers; 12 on the back of
the set; 12 for color inside the back of the
set and 15 magnets to adjust around the
picture tube. For the price of a color set
today, the consumer can buy a hi fi and
black-and-white console model, a portable
tv set and a couple of radios — "furnish en-
tertainment for the whole house," he said.
While he believes eventually color devel-
opments will bring the medium to the mass
market, Dr. DuMont emphasized that
monochrome is available for about a third
of color's price and until the ratio is re-
duced considerably, DuMont will continue
to concentrate on black-and-white produc-
tion. The DuMont line included 17 receiv-
ers in 26 finishes, two combination tv-radio-
hi fi consoles and four hi fi phonographs.
Combinations sell for a suggested list of
$1,200; lowest priced is a 17-inch portable
set at $169.95.
Color Tv Now Ready
For New Stage — Burns
COLOR television has "passed through the
incubation stage" and is ready for the next
period of rapid growth, RCA President John
L. Burns said Wednesday at a news confer-
ence in Los Angeles, during his first visit to
the city since he became president of RCA
last March.
Admitting the process of bringing color
tv to full flower "has taken longer than
we anticipated," Mr. Burns said that the
fact that this fall "at least a half-dozen
of the major manufacturers are planning to
get into color in a big way" is "a heartening
development." It's tough for one company,
no matter how large, to put over a project
as big as this one, he noted, adding that
RCA has already spent $100 million on
color "and we'll spend whatever additional
amount is necessary."
Competition among color set builders
"will be a healthy thing for this new art
and industry, just as it was for black-and-
white television," Mr. Burns stated, but
he said he could foresee no reduction in
the price of color receivers in the near
future. "We're losing money on every set
we sell today," he commented, expressing
the hope that RCA will get some of it back
by selling components to the other set
makers, who won't be able to undercut RCA
in the retail price of color sets as long
as. they are dependent on RCA for com-
ponents.
Cost of color sets is not a major deterrent
to their distribution, Mr. Burns opined.
Rather, he said, the problem is one of ex-
posure. Too few people have seen color
television, he said, and when they do they
want it in their homes. He reported that
during the five-week "Carnival of Color"
test promotion campaign in Milwaukee in
May [B»T, June 10] "tv sales increased
almost 800%, from an average of 12
sets a week before the test to 106 sets a
week.
"Home demonstrations resulted in sales
of two sets out of three cases, as compared
with an average for the home appliance field
of about one out of three. We feel that
the Milwaukee test demonstrated conclu-
sively that public interest in color is higher
than ever before, and that the public will
buy color tv when the sets are properly ex-
posed, demonstrated and promoted."
Mr. Burns said that there will be plenty
of color programs on the air for set sales-
men to use in their demonstrations. "This
fall, NBC plans to convert practically all
of its national nighttime attractions to color,
with heavy concentration on the most-viewed
and most-talked-about shows will stimulate
even greater interest in color."
He admitted that colorcasts originating
in the East and broadcast on the West
Coast via film recordings using a lenticular
base film have produced inferior results
for both color and black-and-white recep-
tion. Recent improvements in the process
have "substantially raised the level of per-
formance," he said, commenting that both
RCA and Eastman Kodak are "aggressively
working" on further improvements and that
they'll continue until the quality is as good
as that of the original live telecast.
RCA is also working hard on its "com-
patible" magnetic tape recording process,
THIS is the custom-designed mobile unit used by Radio Monte Carlo for remote
recording assignments. Basic ingredients are an Ampex 600 recording unit and a
Citroen 19 automobile. The Ampex machine has been built into the dashboard
(cut at left) for convenient operation by the driver. Other accessory equipment is
arranged compactly within the driver's reach. Even the trunk is used to full ad-
vantage: note the microphone cord and power cables mounted on reels in the picture
at right.
Page 62
June 17, 1957
Broadcasting
Telecasting
how to rate high with the small fry
Stations are finding that they have the kids transfixed when- 10.8; kfsd-tv, San Diego, 13.9; krox-tv, San Francisco, 8.8;
ever thev show Bu?s Bunny, Porkv Pis;, and the rest of the kfdx-tv. Wichita Falls. 22.1.
Warner Bros, cartoon gang. The ratings prove it - a healthy Sponsors all over the country are lining up to buy partici-
average of 15.6 in all markets rated by arb so far. Here are the pations in these Warner Bros, cartoons — among them Post
figures: kbtb, Denver, 10.7: kdlb-tv, Lubbock, 17.3: wabd, Cereals. Bosco, Kellogg's, Flav-R-Straws and Seven-Up, to
New York, 12.9; kpho-tv, Phoenix, 12.0; koix-tv, Portland, name a few. To tie down the lively young audience in your
Ore., 24.8; k.utv, Salt Lake City, 22.9; kexs-tv, San Antonio, area with Warner Bros, cartoons, write or phone
CHICAGO : 75 E. Wacker Dr., DEarborn 2-4040
DALLAS: 1511 Bryan St., Riverside 7-S553
LOS ANGELES: 9110 Sunset Blvd., CRestview 6-5SS6
MANUFACTURING cont.nued
Mr. Burns said. He declined to hazard a
guess as to when this will be ready for use,
but promised that as soon as it is ready "we
will move rapidly to introduce its use on
the West Coast." The two Ampex black-
and-white tape recorders installed at NBC's
Hollywood headquarters already are han-
dling delayed broadcasts of a number of
NBC-TV programs on the West Coast, he
said, and also pre-record Truth and Conse-
quences each weekday for transmission to
the East. Eight more machines, to be de-
livered in December and January, will aug-
ment this service to the West Coast and also
will help out in the Mountain Time Zone,
he said.
Mr. Burns, in a discussion of the elec-
tronics industry, which before World War
II meant radio only but in the last decade
has mushroomed into an industry serving
the American home, business and govern-
ment in many diverse ways, reported that
RCA today is doing more than 80% of its
business in products which did not exist
10 years ago and predicted that 10 years
hence "50% of our business will be in prod-
ucts not now in existence." Last year RCA's
volume was $1,128 billion out of an elec-
tronics industry total of $11.6 billion, Mr.
Burns said, adding the "confident expecta-
tion" that both totals will be nearly double
10 years from now.
Standard Coil Sues GE on Tuner
LITIGATION against General Electric Co.
has been started in U. S. District Court,
New York, by Standard Coil Products Co.,
charging infringement of a patent on Cas-
code tv tuners. Standard Coil states it is the
largest tuner manufacturer and that the Cas-
code tuner was developed after long and
costly research. It was described as having
a low signal-to-noise ratio and as having
risen quickly to nationwide popularity.
The U. S. Patent Office recently settled
Standard-RCA litigation over the tuner in
favor of Standard, it was stated. Other suits
are planned, according to Standard.
New Tube Permits Battery Tv
MULTI-TRON LAB., Chicago, announces
development of a new cathode-ray tube
permitting design of tv receivers operating
from batteries. Based on a combination kit
of transistors and tubes, the new tube
applies the "pure-signal" tube principle,
operating directly from diode or transistor
output and eliminating the video amplifer
in home receivers. Nicholas Glyptis, Mulli-
Tron president, said several manufacturers
are expected to use the new tube design
in home sets this autumn but he said
complete circuit and component develop-
ment for battery tv sets would not be ready
before the first quarter of 1958.
Philco to Lease Equipment
PHILCO Corp., government and industrial
division, has announced that clients now
may lease equipment from one to five years
rather than buy it outright. Products to be
leased include television broadcasting and
closed circuit equipment, electronic data
processing system, microwave communica-
tions equipment and others.
RCA Counter Suit Against Philco
Seeks $150 Million In Damages
TREBLE damages were sought from Philco
Corp. in the U. S. District Court at Phila-
delphia last week by RCA in a counter suit
that claimed Philco had "intentionally" in-
fringed on RCA-owned patents on tele-
vision receivers.
The action came in response to a Philco
treble-damage suit filed against certain RCA
patent practices last January which Philco
had charged were in violation of the anti-
trust laws. Both suits involved $150 million.
Specifically, Philco had claimed RCA
required patent licensees to take out "pack-
age" licenses covering all patents in the
receiver, tube, and related fields.
But RCA replied that it was formed in
1918 as a GE subsidiary "at the urgent
request of the U. S. government in order to
free American communications from
foreign domination and to create a new
American radio company." Because of this,
RCA said that various cross license arrange-
ments were then necessary to resolve "in-
tolerable" patent deadlocks.
RCA also pointed out that the industry
could have hardly "increased and multi-
plied at such a dynamic pace" had it been
restrained by the patent practices alleged by
Philco.
Then the firm proceeded to ask the court
for triple compensation from Philco for its
alleged infringements, the details of which
"are not at this time sufficiently known to
RCA." In this connection, RCA asked the
court's permission to so amend its counter
claim at a later date.
Kelley Warns of Tv 'X-Rays'
USE of boosters for aging television picture
tubes converts them into sources of "mild
X-rays," Dr. James B. Kelley, industrial re-
search consultaut for the New York State
Commerce Department, warned last week
at a Radiological Safety Conference in
Buffalo. Dr. Kelley said the best thing for
viewers, and particularly children, would be
to sit six feet away. Television receiver
voltage, he explained, is outside any control
except voluntary restraint by manufacturers
and repairmen. A standard black-and-white
LONG LIVE THE TUBE
WSYR-TV Syracuse is credited with
being the latest of the "exclusively
few" tv stations in the nation to at-
tain 25,000 hours of operation on
each of two GE transmitter final
amplifier tubes. In a joint announce-
ment last week General Electric
Co. and WSYR-TV pointed out that
the tubes have been operating in
a GE 35-kw transmitter for more
than 18 hours daily during the past
four years. Francis H. Thisse, assist-
ant chief engineer for WSYR-TV,
called the 25,000-hour goal "remark-
able," because normal warranty for
the tubes is 1,000 hours.
receiver operates with a transformer using
15,000 volts, but a booster for an aging tube
uses 30-40,000, causing more gamma radia-
tion, he explained. Medical X-rays, he said,
start at 50,000 volts.
Siragusa Hails New Tv Tube
As 'Longest Step Forward'
DEVELOPMENT of the new 110-degree-
deflection, wide angle picture tube is "the
longest step forward" for television in recent
years, Ross D. Siragusa, president of Ad-
miral Corp., told its international distrib-
utors' convention in Miami Beach last fort-
night.
He predicted the flat tv wall picture is
becoming a greater reality each day and
should be perfected within 10 years. Bulky
sets are kept out of living rooms in many
homes because they dominate the decor and
protrude too far from the wall, he said.
Pointing out the new 110-degree tube
permits a seven-inch reduction in depth
of tv cabinets, Mr Siragusa recalled that
in 1951 initial 21-inch tv sets with 70-degree
tubes had cabinets more than 27 inches
deep.
"Three years ago we were able to chop
almost four inches from the front to back
measurement of a receiver with a 90-degree
tube. Today, our industry is moving ahead
with Seven League Boots. The sets with the
110-degree picture come in slimline cabinets
less than 16 inches deep."
Admiral is using the new tube in all
models of its 1958 line, including portables.
Other manufacturers also have announced
incorporation of the new tube in receivers
in recent weeks.
MANUFACTURING SHORTS
RCA is making available its new round,
all-glass shadow mask color tv picture tube
to equipment manufacturers on limited
basis. Company also announced addition of
new tv picture tubes (90 degree) for receivers
employing series-string heater operation.
Tube's identification is RCA-14ATP4.
General Electric Co., Syracuse, N. Y., an-
nounced its 1958 line of tv receivers will
include 10 basic models, with design varia-
tions bringing total to 19 sets. Suggested
retail prices for sets, to be available this fall,
are $189.95 to $259.95 for table models
and $229.95 to $449.95 for consoles. Sets
use newly-developed 110-degree deflection
picture tube, making possible reduction in
size of sets.
Minnesota Mining & Mfg. Co. has issued
glossary of 99 hi-fi and tape recording terms,
free upon request from company; Dept.
M7-177, 900 Bush St., St. Paul, Minn.
Sylvania Electric Products Inc., Batavia,
N. Y., announced introduction of its 1958
"Slimline" tv sets, consisting of four table
models and four consoles, designed around
110-degree picture tube and 21-inch S-110
chassis. Suggested list price ranges from
$179.95 to $289.95. Company also unveiled
three new transistor portable radios, with
suggested list prices from $39.95 to $49.95,
and line of 12 high-fidelity phonographs, in-
Page 64 • June 17, 1957
Broadcasting • Telecasttng
PROOF of a great AREA
TELEVISION MARKET
REGIONAL ACCOUNTS
* Rorabaugh Report (1st. Quarter 1957) 321 Stations reporting
45th TV Market*
Television Magazine
George P. Hollingbery, Representative
Broadcasting • Telecasting
June 17. I
MANUFACTURING continued
I
Sf aqm
in Vwim
Latest PULSE* survey shows
TWICE AS MANY AS THE
SECOND PULSE-RATED STATION
3 TIMES AS MANY AS
THE THIRD PULSE-RATED STATION
PUT KLZ's
TOP-RATED
SELLING
PERSONALITIES
TO WORK FOR YOU!
For the whole story
call your KATZ man
or Lee Fondren, station
manager and director
of sales — in Denver.
KLZ
Kadm
560 kc
"February, 1957
CBS for the Rocky Mountain area. Represented by the Katz Agency.
eluding remote speaker unit and tape record-
ers, priced at from $69.95 to $599.95. Syl-
vania also announced its tv and lighting
products are being shown as representative
of American industry at 26th Industrial
Fair now in progress in Pozman, Poland.
RCA's electron tube division is developing
new one-inch vidicon camera tube that is
similar to existing RCA types but said
to have much higher effective sensitivity.
New developmental tube — for color or
black-and-white tv — can be operated at
signal-electrode voltages higher than current
RCA types and thus provide a "substantial"
increase in effective sensitivity. Tube also
is intended for industrial use and is being
sampled to equipment manufacturers. Firm
also announced new general-purpose, multi-
unit tube of 9-pin type containing medium-
mutriode and a sharp-cutoff pentoble in one
envelope has been developed for use in
black-and-white and color tv receivers. New
tube is RCA-6CU8.
Hotpoint Co., Chicago, is introducing tv
receiver models incorporating new 110-
degree picture tubes in its 1958 line of four
table, seven console and two "lowboy" tv
sets. Table and console units feature 21- and
24-inch tubes. Company introduced two new
14- and two new 17-inch portable models in
lightweight cabinets last April, ranging in
price from $139.95-$ 149.95 to $169.95-
$179.95. Cost runs $189.95-$249.95 for
table units and $229.95 up on consoles.
Sarkes Tarzian Inc., Bloomington, Ind., an-
nounces sale of complete studio facilities to
KXLJ-TV Helena, Mont. Equipment in-
cludes complete film equipment, vidicon
camera equipment, switching equipment and
accessary video equipment.
Columbia Records introduced "radically
improved" 1957 model of original Colum-
bia "360," packaged high fidelity table model
phonograph. Original size and curved front
design are being retained, but new "360" is
equipped with detachable matching brass-
tipped legs so it can be used as table unit or
floor model. Crossover network links third
external speaker. Set is priced at $175.
■< General Preci-
sion Lab. Inc.,
Pleasantville,N.Y.,
announces new line
of video monitors
incorporating ad-
vanced features.
Units provide
bright, clear, high definition pictures for
broadcast station or industrial and institu-
tional tv picture presentation with GPL or
other closed-circuit systems. Horizontal res-
olution of all models is in excess of 600
lines, while video bandwidth is flat to 8 rac
±2 db. Aluminized kinescope tubes in 14",
17" and 21" units have 70 degree deflection
systems and 24" and 27", 90 degree sys-
tems. Covers or front panels of each unit
can be removed for cleaning picture tube
face and safety glass as well as for servicing.
Page 66 • June 17, 1957
Broadcasting
Telecasting
BALTIMORE
Channel
ABC-TV
BASIC NETWORK
announces the appointment of
BLAIR -TV
Televisions
First Exclusive
National Representative
as exclusive national representative
effective July 1, 1957
WAAM, INC. • TELEVISION HILL • BALTIMORE, MARYLAND
Broadcasting • Telecasting
June 17. 1957 • Page 67
AWARDS
Sixteen Radio, Tv Shows Cited
In Women's Federation Awards
RADIO-TV awards of the General Federa-
tion of Women's Clubs were made last fort-
night at the national group's 66th annual
convention in Asheville, N. C. Of the 16
broadcast citations, NBC took seven and
CBS and ABC four each. All went to net-
works or networks and individuals, except
the award given the Lutheran Church,
Missouri Synod, for This Is the Life.
Mrs. Samuel J. McCartney of Narberth,
Pa., chairman of the federation's commu-
nications department, stated that winners of
the annual awards are chosen by the organ-
ization's membership. Recipients:
Radio
CBS — World News Roundup for excel-
lence of radio presentation of subject; ABC
— The Voice of Firestone, second consecu-
tive year, for excellence of radio entertain-
ment program; NBC — Monitor for excel-
lence of radio educational program; NBC —
National Radio Pulpit for excellence of ra-
dio program dedicated to spiritual values;
ABC — College News Conference for excel-
lence of radio program in which youth par-
ticipated; CBS and Edward R. Murrow —
This I Believe for excellence of radio pro-
gram which promotes individual responsi-
bility; NBC — One Man's Family for excel-
lence of radio serial program.
Television
NBC— Chet Huntley and David Brinkley
for excellence of television news presenta-
tion; NBC — Father Knows Best for excel-
lence of television entertainment program;
NBC — Wide Wide World, second consecu-
tive year, for excellence of educational tele-
vision program; CBS — Lassie for excellence
of television program for children; ABC —
Crossroads, second consecutive year, for ex-
cellence of television program stressing
spiritual values; NBC — Youth Wants to
Know for excellence of television program
in which youth participates; CBS and Ed-
ward R. Murrow — Person to Person for ex-
cellence of television programs of informal
interviews with notable personalities; Lu-
theran Church, Missouri Synod — This Is the
Life for excellence of television program
dedicated to spiritual values; ABC and Walt
Disney — Disneyland, second year, for unique
television program which appeals to adults,
teenagers and children.
Wl AC-TV Wins News Photo Awards
THREE first place awards in the annual
Middle Tennessee News Photographers
Assn. contest were won by staffers of WLAC-
TV Nashville.
Joe Loughlin, news director, won first
place awards in both the news and features
categories. Newsreel photographers Joe
Horton and Ronnie Bledsoe received a first
place award in the documentary category.
Mr. Bledsoe also won two second places in
news and features and Mr. Horton took a
third place in documentary. Hi Brown of
WLAC-TV came in second in documentary
and Dale Ernsberger third in news.
MRS. EDGAR G. SHELTON, wife of
the assistant to the vice president of
ABC, Washington, has just pinned the
Army's Exceptional Civilian Service
Award on her husband. Assistant Sec-
retary of the Army Hugh M. Milton
II is at left, and little Edgar Ames
Shelton watches at right. The Army
honored Mr. Shelton for service to the
reserve program as director of the Na-
tional Security Training Commission
from 1951 to 1957. The award is the
highest given to civilians and rarely is
given to persons not Army employes.
Lindow Gets Red Cross Award
LESTER W. LINDOW. executive director
of Maximum Service Telecasters, has re-
ceived a certificate in recognition of his
services as national vice chairman of the
1957 Red Cross campaign. The award was
presented by E. Roland Harriman, Red
Cross chairman, for Mr. Lindow's direc-
tion of the campaign in Michigan while vice
president-general manager of WFDF Flint,
Mich.
La. -Miss. AP Awards Made
ANNUAL news award winners have been
announced by the Louisiana-Mississippi AP
Broadcasters Assn. Jack Hill of KNOE-TV
Monroe, La., won the organization's third
annual newscaster contest, with Gene Goss
of KWKH Shreveport and Lee Small of
KNOE-TV following second and third, re-
spectively. Station awards went to;
Louisiana — 1 kw and under, five-minute
newscast, first, KENT Shreveport; second,
KSIG Crowley; third, KVPI Ville Platte;
15-minute newscast, first, KENT; second,
KNOC Natchitoches; third, WTPS New
Orleans.
Louisiana — Over 1 kw, five-minute news-
cast, first, WBRZ Baton Rou?e; second,
WJBO Baton Rouge; third, KWKH Shreve-
port; 15-minute newscast, first, WJBO;
second, KNOE; third, WBRZ.
Mississippi — 1 kw and under, five-minute
newscast, first, WGCM Gulfport; second,
WBLE Batesville; third, WCBI Columbus;
15-minute newscast, first, WCBI; second,
WGCM, and third, WBLE.
Ludgin Honored by Chicago U.
THE U. of Chicago's first annual com-
munication award was presented to Earle
Ludgin, board chairman of the Earle Lud-
gin & Co. advertising agency, June 8 at the
school's 1957 Communication Dinner. Mr.
Ludgin was chosen as the "outstanding
alumnus in the field of communication."
Guest speaker at the dinner, first of its kind
to be held by the university, was Leo C.
Rosten, a member of the board of editors
of Look magazine and a faculty associate
at Columbia U.
Sarnoff, Paley, Texaco Honored
SPECIAL AWARDS for contributions in
the field of music were made last week by
the American Guild of Musical Artists to
Brig. Gen. David Sarnoff, board chairman
of RCA; William S. Paley. board chairman
of CBS, and The Texas Co. Gen. Sarnoff
was singled out for broadcasts of the NBC
Symphony and presentations of the NBC
Opera Company; Mr. Paley for CBS Ra-
dio's broadcasts of the New York Philhar-
monic-Symphony Orchestra, and The Texas
Co. for its sponsorship of the Metropolitan
Opera broadcasts on the American Broad-
casting Network.
Abrams Gets Enterprise Award
BENJAMIN ABRAMS, president, Emerson
Radio & Phonograph Co., Jersey City, N. J.,
was one of nine who received American
Success Story awards from the Free Enter-
prise Awards Assn. last month in New York.
Mr. Abrams' citation stated that he had
"won an enduring place in the history of
American endeavor . . . symbolizing the
success possible under our free enterprise
system." An immigrant from Rumania, Mr.
Abrams built Emerson from a $200 invest-
ment in 1915 to its present $80 million an-
nual sales level. Awards are made by the
non-profit association to outstanding busi-
nessmen and women, selected by a board of
editors and business leaders. Ceremonies
were held May 28 at the Waldorf Astoria.
AWARDS SHORTS
Westinghouse Broadcasting Co. Inc. received
special honor from officers and directors of
Greater Boston Chamber of Commerce, as
"Excellent Corporate Citizen."
MCA-TV's Doctor Hudson's Secret Journal,
syndicated film series starring John Howard,
cited by House of Delegates of American
Medical Assn. for its "outstanding contribu-
tion to the public interest and welfare."
Brig. Gen. David Sarnoff, chairman of
board, RCA, received honorary degree of
Doctor of Laws from U. of Rhode Island.
Jack Denove, Jack Denove Productions Inc.,
N. Y., received George Washington Honor
Medal from Freedoms Foundation for his
half-hour musical film, See You at the
Polls.
Daniel E. Noble, executive vice president,
Motorola Inc. (Chicago set manufacturer),
awarded honorary doctor of science degree
at Arizona State College, Tempe, Ariz.,
for contributions to electronics and "ad-
vancement of modern living and national
security."
WRCV-TV Philadelphia awarded plaque by
Philadelphia Story Magazine for its Color
Recital series "which brings fine arts to
viewers. . . ."
Page 68 • June 17, 1957
Broadcasting • Telecasting
FORGING
THE SILVER
LINK
IN OUR
CHAIN
OF YEARS!
u
0^"estei"day the properties of our existence were
essentially the same as they had been for over a decade.
The microphone, the transmitter, the talent, the
programming . . . everything was there as always
before. Only their size and shapes and scope
had been changed over the years. And yet, at the
stroke of an hour, all of this passed into a new era
at CKLW. The silver year of our first quarter
century of broadcasting service to this region
arrived this month. We greet this milestone with the
mixed emotions of youth, yet with a solemn
pledge for the continuation of the causes, the virtues
that have been responsible for this station's
growth. Our great pride in fashioning this man-made
chain of business events in such a successful
manner is best exemplified by the blacksmith who
hand-fashioned; determined always to create a finer
product. Today, we pledge again to stay eternally
young, and search always for new and modern
ways to be of advantage to your promotion program.
50,000 WATTS
KLW
800 ON YOUR DIAL
GUARDIAN BLDG., DETROIT
J. E. CAMPEAU
President and General Manager
ADAM YOUNG, INC.
National Representative
TODAY
THE FINEST IN
RADIO ENTERTAINMENT
CKLW -mi th, MUTUAL
network now hring listeners
the most informative and en-
tertaining news ami musie
line-up in their history !
•
MUTUAL network world
news every half hour (luring
(IKI.We hroadeast day.
Surh reporters as:
FULTON LEWIS, JR.
GABRIEL HEATTER
CEDR1C FOSTER
CHARLES WARREN
STEVE McCORMICK
HOLLAND ENGLE
LES HIGBIE
WALTER COMPTON
SAM HAYES
MATHEW WARREN
JOHN SCOTT
ED PETTIT
e
CKLW loeal news nerv
hour on the hour l»y:
AUSTIN GRANT
JIM VAN Kl'REN
TERENCE O DELL
DICK SMYTH
9
MUSIC round the elock
from Mutual and ( KLW's
ow n :
TOBY DAVID
EDDIE CHASE
BI D DAVIES
RON KNOW LES
SLEEP WALKER SERENADE
— uith fashion, beauty, and
household news for ladies by
MARY MORGAN
MYRTLE LABB1TT
Broadcasting
Telecasting
June 17, 1957
Pace 69
TRADE ASSNS.
Craven Warns Radio-Tv
On Self-inflicted Ills
BROADCASTERS who run to the govern-
ment to bail them out of economic crises
due to their own bad business judgment are
the industry's worst enemies, FCC Comr.
T. A. M. Craven said Friday in an address
to the Maryland-District of Columbia Radio
& Tv Broadcasters Assn., meeting at Ocean
City, Md.
Taking the position that broadcast free-
doms are threatened, he cited the "Blue
Book" program standards of a decade ago,
the FCC's full-scale probe of broadcast bus-
iness aspects and the investigations by com-
mittees of Congress. All these, he said, are
aggravated "by certain elements of the
broadcast industry itself."
Comr. Craven called for a realistic ap-
proach to the pay-tv problem, proposing
field demonstrations to find out if the public
wants the service [Closed Circuit, June
10]. He reminded he is enjoined by the
Communications Act "to study new uses
for radio, provide for experimental uses of
frequencies and generally encourage the
larger and more effective use of radio in
the public interest." The FCC already has
agreed a trial demonstration is necessary.
"We need only to determine the parameters
of that trial," he said in explaining that the
principle has been established and only de-
tails remain to be worked out.
Those who figure the public will reject
pay tv, he said, should reflect on the impact
of community antenna systems and the fact
that over 200 applications for closed-circuit
tv franchises have been filed in recent
months.
Laurence A. Roslow, associate director
of The Pulse Inc., described the firm's inter-
view technique and explained the value of
results obtained from a probability sample.
George E. Blechta, vice president of A.
C. Nielsen Co., predicted the electron will
some day provide the key to instantaneous
measurement of broadcasting audiences.
He suggested that the station manager even-
tually may have a meter in his office that
provides a second-by-second index of the
size of the audience, just as decibel meters
measure audio loads.
AAW Convention June 23-28
To Be Held in Honolulu
THE 1957 Advertising Assn. of the West
convention will be held in Honolulu from
June 23-28.
The opening session will include wel-
coming speeches by "King Kamehameha,"
Honolulu Ad Club President Gordon Chad-
wick and Neal S. Blaisdell, mayor of Hono-
lulu. This convention day, Tuesday, June
25, also will include an address by Samuel
Wilder King, governor of the Territory of
Hawaii, on "Hawaii's Importance to Pacific
Commerce."
Highlights of the convention, which will
mix business and pleasure, are the June 26
panel discussion on "Advertising at Work
Among the Nations of the Pacific," with
selected speakers from various Pacific na-
tions and moderated by Harry A. Lee, vice
president of J. Walter Thompson Co.; the
discussion on "New Developments in Adver-
tising Media," to be held June 27 with
speakers selected from various media and
moderated by Robert E. Mangan, vice presi-
dent of BBD&O; and the June 27 closing
luncheon address by an as yet unannounced
"internationally famous" speaker.
On Friday, June 28, the convention golf
tournament will be held at Oahu Country
Club.
TvB Boosts Tv 'Mat' Service
For Modest-Budgeted Retailers
AS PART of its continuing campaign to
garner for television a larger percentage of
the retail advertiser's dollar. Television
Bureau of Advertising's retail sales unit is
concentrating its efforts on a new television
"mat" service method it has devised.
Lisa Gentry, head of the co-op depart-
ment for TvB, reported the bureau has
instituted the service at the suggestion of
several tv station operators who feel that
manufacturers of goods sold in retail stores,
dealers and the outlets themselves shy away
from using tv because they consider film
too expensive. It was suggested that a
simplified, inexpensive mat service be con-
ceived, patterned after the one that manu-
AUDIO VIDEO
Exquisitely
'•\ H3nd Embroidered
•fpuflrt (torn Italy
SIUK St.OU8ES
facturers send to local dealers for print ad-
vertisements.
Miss Gentry and Howard Abrahams, TvB
director of retail sales, hit upon the idea
of a "video-audio" card. (See cut.) This is a
card which firms can prepare from their
regular print media art work and convert
into a "proof" which stores can use. Instruc-
tions to the tv stations are provided at the
top of the card, covering use of the material
as a studio card, a telop or as a slide.
For the past month. Miss Gentry has
been promoting the "video-audio" card to
manufacturers, suggesting that they incor-
porate it into their mat service to dealers.
At the same time, Mr. Abrahams has been
extolling its merits in talks with owners
of retail establishments and in speeches
before trade associations, suggesting that
they recommend to manufacturers that such
a service be extended to them.
Although it's still too early to give an
indication of the efficacy of the service.
Miss Gentry said TvB is confident about
its soundness. The initial move, she said,
is an educational job to the manufacturers,
local dealers and stores to persuade them
that television can be used at a reasonable
cost and with simplified production.
Tv Academy May Urge r
Tv City for New York
PLANS for creation of a Tv City in New
York — more or less dormant the past few
months — popped back into the spotlight
last fortnight as an-otherwise routine mem-
bership meeting of the New York chapter,
Academy of Tv Arts & Sciences, erupted
into a verbal free-for-all debate on the pres-
ent status of tv in New York.
The matter first came up after Tex Mc-
Crary Jr., NBC and WRCA-AM-TV New
York personality and New York public
relations man, called for stepped-up mem-
bership recruitment to give the tv industry
"muscle." Mr. McCrary is a member of
the ATAS board and chairman of the
membership committee.
But others felt "muscle" or physical
strength could not be gathered at a time
when there was a noticeable shift of tv
creative personnel from New York to Hol-
lywood. Heated debate ensued, in which
such varied items as next season's "deplor-
able" program lineup, program "censor-
ship" and the lack of physical equipment
came up for discussion. At its conclusion,
a number of ATAS members framed an
"angry resolution" — to quote an ATAS
spokesman — calling upon television to re-
sist the blandishments of Hollywood and
stay in New York. This was tempered to
read "to keep the tv industry vital and
growing in New York."
Specifically, ATAS as an organization
was challenged by its own members to back
a move to build a Tv City in metropolitan
New York, thus scotching Hollywood's
proposition that only the West Coast can
provide suitable physical facilities for a
burgeoning tv industry. (Privately, the
members fear the death of live tv.)
Mr. McCrary told the group that he
wanted "to make it perfectly clear" that
he himself was "financially involved" with
just such a tv city construction plan, thus
felt it "inappropriate" to "instigate or en-
courage" the drafting and submission to
the ATAS board of such a formal resolu-
tion as that called for. (Mr. McCrary re-
ferred to his 10-year old effort to "discover
and develop" a site for the construction of
a Tv City. He was appointed chairman of
a special committee to look into this mat-
ter by former New York Mayor William
O'Dwyer. Presently, his PR firm repre-
sents Webb & Knapp, headed by William
Zeckendorf who, together with showman
Billy Rose, is "seriously" working on plans
to build just such a "city" in midtown Man-
hattan.)
However, this "financial involvement"
did not prevent Mr. McCrary from making
known where he stood. He said that the
Academy should pursue this matter of get-
ting municipal support for such a project
from the present mayor, Robert F. Wag-
ner Jr., and his colleagues at City Hall. He
reminded ATAS members that "there is no
better time to call on the mayor than in an
election year." Mr. Wagner is up for re-
election this fall.
How far will ATAS go at the present
Page 70
June 17, 1957
Broadcasting
Telecasting
EDGAR KOBAK
341 PARK AVENUE, NEW YORK 22
telephone: Murray hill 8-2727
Board of Directors June 3, 1957
National Association of Radio and
Television Broadcasters
Washington, D. C.
Gentlemen :
This not-too-tired, retired director of the NARTB would like to submit some thoughts
for your consideration that may help strengthen our association and improve the service
to the membership and to the broadcasting business, primarily, in the best interest of
the listening and viewing public. There is a need for open minds to review where we have
been — where we are — and how to get where we are going to be sure we serve the public in the
best manner possible. We must live up to our responsibilities as licensees. Here they
are in topical form:
1. Separate associations for radio and television.
2. Set up strong program divisions for each association to assist members in program
planning and program services. Programs are our number one responsibility.
3. Relocate the main office outside of Washington.
4. Review the work of committees — add new committees — disband those not needed should
any have outlived their usefulness.
5. Review financial structure and dues. Do away with discounts for multiple ownership.
6. Review the Code Committee's operation and strengthen where necessary. Self regula-
tion can and must succeed or we will be subject to regulation by default.
7. Hold separate conventions for radio and television.
8. Review public relations activities.
9. Separate Freedom of Information work for radio and television. Speed up work on the
manual for station and network operators.
10. Elect chairman for each association from Board membership as at present. Chairmen
should not be paid association executives.
11. Be prepared to fight Toll-Radio if this is the will of the members. Toll-Radio will
come if Toll-TV gets a test approval.
12. Get out our own Blue Books (select your own color) for radio and television as a chal-
lenge to licensees.
13. Review whether conventions should feature a Federal Communications Commission panel.
14. Set up an advisory council for radio and for television.
15. Review the work of relations with government, state and city agencies.
16. Arrange for media research committees to meet with the Advertising Research Founda-
tion to avoid duplication, waste of time and money and association-controlled re-
search. There is danger of setting up research controlled by media without working
with advertisers and advertising agencies. Help underwrite this important work
through the ARF.
17. Review relations with Radio Advertising Bureau and the Television Advertising Bureau.
18. Give leadership to broadcasters on the subject of editorializing.
19. Set up awards for excellence in key fields of endeavor to inspire people in the
business to do better work.
20. Use advertising by the associations to tell our story — to back up publicity and pub-
lic relations. Help members in this endeavor. We believe in advertising — let's
show it as an association by spending money for advertising.
21. Have financial information secured from stations handled by outside audit firm to
secure greater response — better facts.
22. Some members resign when they are not happy. They should stick and fight for im-
provements. When a member is on the outside he can do little to help strengthen the
important work to be done.
The foregoing points are only a starter. Ask for more ideas and suggestions to do
a better job. Appoint one or more committees to analyze the problems using Board mem-
bers and non-Board members. Much good work is being done but it has to be better. There
is no better time to start than right now to take a close look and to take action. We
must raise standards and improve quality. The business ethics of our industry are
slipping. We live in a goldfish bowl — let's make it the cleanest and best— looking bowl
there is. There is gold in that bowl and to earn it we must do right. And the greatest
reward is in serving others well. Let's do a better j ob.
Sincerely,
Director, WTWA Thomson, Georgia
Oh yes a P. S. to BROADCASTING • TELECASTING — Congratulations on joining the Audit
Bureau of Circulations and the Associated Business Publications.
TRADE ASSNS. continued
time in supporting such a plan? Bearing in
mind that it may risk offending the West
Coast chapter, ATAS will move cautiously.
Spokesmen for the organization told B«T
late Thursday that the matter would first
have to be fully discussed by the execu-
tive board when it meets later this month.
Oklahoma Libel Relief Passed
LEGISLATION relieving broadcasters from
liability for slanderous statements made by
political candidates, who cannot be censored,
has been signed by Gov. Raymond Gary,
of Oklahoma. Gov. Gary said he felt it un-
fair to hold stations responsible when they
are forced to let a candidate use their facil-
ities. Oklahoma Assn. of Broadcasters was
active in promoting consideration of the
bill when it was before the legislature.
Leo Morris, WBBZ Ponca City, OAB presi-
dent, conferred with legislators and Gov.
Gary on the problem.
New Mexicans Name Kendrick
C. O. (KEN) KENDRICK, general manager
and co-owner of KVBC Farmington. N. M.,
was elected president of the New Mexico
Broadcasters Assn. at its spring meeting
in Deming, N. M. Other officers elected:
Jim Duncan of KSIL Silver City. Wayne
Phelps. KALG Alamogordo; John Bur-
roughs, KENM Portales; Dave Button,
KSVP Artesia; Gar Packard, KTRC Santa
Fe, and Bill Mickel. KOB Albuquerque.
LARGEST
OF ANY STATION IN IOWA
AUDIENCE
OR ILLINOIS (outside Chicago)
According to Nielsen Coverage Service, WOC-
TV Leads in ALL Categories: Number of Homes
Reached Monthly, Number Reached Weekly . . .
Weekly and Daily
Daytime Circulation;
Weekly and Daily Nighttime Circulation.
WOC-TV Coverage Data —
Population
Families
Retail Sales
Effective buying Income
Source
Number TV Homes
Source
1,583,800
489,700
1,934,984,000
2,686,413,000
1957 Survey of Buying Income
(Sales Management)
317,902
Advertising Research
Foundation
WOC-TV -Davenport, Iowa is part of Central Broadcasting Company which also
owns and operates WHO-TV and WHO- Radio-Des Moines
The Quint-Cities Sta-
tion— Davenport and
Beitendorf in Iowa:
Rock Island. Moline
and Fast Moline in
Illinois.
WOC TV
Channel 6 • Maximum Power • Basic NBC
Col. B. ). Palmer, President
Frnest C. Sanders. Res. Mgr
Mark Wodlinger, Res. Sales
Manager
PETERS, GRIFFIN,
WOODWARD, INC.
EXCLUSIVE NATIONAL
REPRESENTATIVES
California State Broadcasters
Plan to Demonstrate Courtroom Tv
PLANS to demonstrate to the California
Bar Assn. how radio and television can
operate in a courtroom by coverage of an
actual trial have been approved by the
board of the California State Radio &
Television Broadcasters Assn. as part of a
campaign to win for the broadcast media
access into the state court on an equal basis
with newspaper reporters.
A bill to that effect lost any chance of
passage during the present session of the
state legislature when the State Senate re-
ferred it to an interim committee for further
study. The measure was opposed by the
state bar association, which like the national
lawyers' organization has held steadfastly
to the belief that the introduction of micro-
phone and camera into the courtroom would
be a threat to courtroom decorum and
judicial dignity.
The midyear meeting of the CSRTBA
board, held June 6 in Sacramento, named
Robert J. McAndrews, KBIG Avalon, and
Loyd Sigmon, KMPC Los Angeles, as co-
chairmen of the group's annual convention,
to be held in Los Angeles in November.
The meeting is planned as a two-day affair,
the first day to be devoted to business
sessions and the second to social activities.
SCBA Re-elects Incumbents
A STRONG vote of confidence in the past
year's conduct of Southern California Broad-
casters Assn. affairs was registered by SCBA
members, who re-elected every incumbent
candidate for another term, returning three
officers and five board members to office
for the 1957-58 season. The sole newcomer
in the organization's official line-up is Treas-
urer Robert J. McAndrews. KBIG Avalon,
elected to fill a post left vacant by the resig-
nation in the spring of Thelma Kirchner,
KGFJ Los Angeles.
Re-elected were Loyd Sigmon, KMPC
Los Angeles, chairman; Howard Gray,
KGIL San Fernando, vice chairman; John
Hansen, KABC Los Angeles, secretary, and
board members Herb Comstock, KAVL
Lancaster; Norman Ostby, Don Lee-MBS;
Gred Ruegg, KNX Los Angeles; Calvin J.
Smith, KFAC Los Angeles, and Ernest O.
Spencer, KWIZ Santa Ana.
Virginians Elect Lindberg
CARL L. LINDBERG. WPIK Alexandria,
was elected president of Virginia Assn. of
Broadcasters at its closing session June 7,
in Richmond [B»T, June 10]. He succeeds
Emerson J. Pryor, WDVA Danville. Other
officers elected by VAB were Milton B.
Henson, WREL Lexington, vice president;
Thomas P. Chisman, WVEC-TV Hamp-
ton, secretary-treasurer. Elected directors
were C. T. Lucy, WRVA-AM-TV Rich-
mond; Hamilton Shea, WSVA-AM-TV
Harrisonburg; Robert H. Smith. WCYB-
AM-TV Bristol; Charles P. Blackley, WTON
Staunton; Richard F. Lewis Jr.. WINC
Winchester, and Mr. Pryor.
Page 72
June 17, 1957
Broadcasting
Telecasting
So many listeners tell us
that without even seeing the
dial they know they are
tuned to WSB Radio.
Atlanta's WSB radio
SOUNDS different . . .
In the Atlanta metropolitan area there are
thirteen radio stations. There are some
thirty stations within the immediate vicinity.
In a situation like this the astute time buyer
banks on a truism in the broadcasting business:
The station which people can identify
without even hearing the call letters is the
station the people follow. Invariably, this
station enjoys the lion's share of the tune-in.
In Georgia, that station is WSB Radio.
The pleasing sound of WSB Radio creates
pleasing results for advertisers — helps
advertisers reach more people for less money.
The sound of WSB Radio — teamed with
large increases in population and set-homes —
delivers more audience per dollar
than fifteen years ago.
WSB Radio and WSB-TV are affiliated with The Atlanta
Journal and Constitution. NBC affiliate. Represented by Petry.
Broadcasting • Telecasting
June 17. 1957 • Page 73
WHOL's Chambers
Lauds CCA.
Allentown, Pa. — "I'm not surprised
to learn that stations all over the coun-
try are having outstanding success
with Community
Club Awards,"
writes James F.
Chambers, man-
ager of WHOL.
In a letter to
John C. Gilmore.
Vice President of
Community Club,
Chambers states,
"CCA was by far
the most success-
ful single promo-
tion in WHOL's history.
"Only once in local history did our
two largest food chains fight to be first
to sign a $500 a week contract. That
was CCA."
Chambers adds, "At WHOL, Com-
munity Club Awards mean profits and
promotion PLUS."
COMMUNITY CLUB
AWARDS
Box 11296
NORFOLK, VA.
Phone: MA 2-4842
CHAMBERS
TRADE ASSNS.
CONTINUED
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
NARTB Boards Face
Full Agenda This Week
LEGISLATIVE and regulatory threats to
broadcast operations and efforts to obtain
greater access to broadcast coverage of pub-
lic events will be included in a long list of
topics to be discussed Wednesday-Friday
by the joint NARTB Radio and Tv Boards,
meeting at the Mayflower Hotel, Washing-
ton.
Wide interest has been shown in proposals
to develop standard circulation audit ma-
chinery for television and radio (see story,
pa<?e 35). The coverage projects will be
discussed by the Television Board Wednes-
day and the Radio Board Thursday. The
boards will meet jointly Friday.
The joint board will review plans for the
eight regional conferences Sept. 16-Oct. 25.
Preliminary plans for the 1958 industry
convention in Los Angeles, April 27-May 1.
will be reviewed. Donald N. Martin, public
relations assistant to President Harold E.
Fellows, will outline steps taken to tell the
industry's story to the nation.
At the Radio Board meeting the chairman
and vice chairman of the board will be
elected for the year, to succeed John M.
Outler Jr., WSB Atlanta, and Herbert L.
Krueger, WTAG Worcester, Mass., respec-
tively. The board will go over progress made
in the FCC's consideration of a petition for
remote operation of all stations, regardless
of size or power. George C. Hatch, KALL
Salt Lake City, will report on work of the
Radio Transmission Tariffs Committee.
Worth Kramer. WJR Detroit, will report
to the Radio Board as chairman of a special
committee to implement the Radio Stand-
ards of Good Practice. The board will be
told of NARTB efforts to gain relief for
small market broadcasters from overtime
provisions of the Wage-Hour Act. Success
of last month's National Radio Week and
plans for next year's observance will be
reviewed.
Coming before the Tv Board will be an
outline of work done to carry out the
board's policy on behalf of preservation of
existing channels for free programming.
The staff will give its estimate of the social
implications and other factors involved in
pay tv. William B. Quarton. WMT-TV
Cedar Rapids, Iowa, will report as Tv Code
Review Board chairman on increased mon-
itoring activity. The code group meets to-
day (Monday).
Also on the tv agenda are a report on
Television Allocations Study Organization;
transmission tariffs committee efforts toward
lower costs for intercity relays and a review
of plans for National Television Week
Sept. 8-14.
NARTB's Beil Asks Speed-up
Of Fight for Radio-Tv Access
BROADCASTERS must speed up their ef-
forts to break down the barriers against
electronic coverage of public proceedings.
Howard H. Bell, assistant to the NARTB
president, told the Florida Assn. of Broad-
casters Friday at its Miami Beach meeting.
"We must educate public officials and
demonstrate our ability to cover court trials
and other proceedings in a proper and
dignified manner." Mr. Bell said. He cited
progress gained in the Florida House of Rep-
resentatives, which permits radio-tv cover-
age of sessions, but pointed that Canon 35
of the American Bar Assn. still works against
broadcast coverage of court trials.
"The public is entitled to hear and see
the actions of its elected and appointed of-
ficials on vital issues which are, in fact, the
public's business," he said. He referred to
growing recognition that electronics ap-
paratus can provide coverage which does not
obtrude on district proceedings.
REPRESENTATIVES of American Women in Radio & Television wave goodbye as
they leave for a week's junket in Venezuela [B»T, May 201 as guests of the Creole
Petroleum Corp., southern affiliate of the Standard Oil Co. of New Jersey. The
departing party includes (1 to r) Helen Hall of NBC's Monitor; AWRT President
Edythe Fern Melrose, WXYZ-AM-FM-TV Detroit; Fran Riley, AWRT publications
editor and radio-tv publicist of Ted Bates & Co., New York; Edna Lizabeth Seaman
of WFBC Greenville. S. C, and Anne D. Riobo of Creole Petroleum, hostess for
the group.
Page 74
June 17, 1957
Broadcasting
Telecasting
LI'L ABNER with Edith Adams, Peter Palmer, Howard St. John, Stubby Kaye and Charolette Rae
"A PACKED HOUSE EVERY PERFORMANCE"
Around some station areas, a spot franchiser's
saturation campaign never had it so good ! For
example, WICU . . . loaded with neat network
and local originations programmed to the terri-
tory, keyed to reach every segment around the
vital Erie market area.
A LOOK AT THE BOX OFFICE*
SHOW
NATIONAL
WICU
Code 3
13.0
50.0
Groucho Marx
33.6
50.5
Jane Wyman
26.0
52.0
Dragnet
24.1
49.3
Life of Riley
23.5
48.0
George Gobel
23.1
47.5
Big Story
22.5
49.8
Perry Como
31.9
48.9
On Trial
20.8
48.0
Your Hit Parade
23.2
45.8
Kraft TV Theatre
23.4
46.3
Blondie
19.9
47.3
People Are Funny
21.3
46.0
Playhouse of Stars
22.8
45.8
*Telepulse March, 1957
Out here things are booming and bulging at the
seams. New beach facilities . . . industrial ex-
pansion . . . thru-way building . . . heaps of con-
tracts bubbling, boiling and basting into the
millions of dollars . . . and just the place for
your account !
Ideally situated in this hub of activity, WICU is
the only VHF station within 100 miles (cover-
ing 3 states and 2 counties) with several prize
ratings worthy of an exhibition. (See trophy
case) .
Now's the time to call your Petry man or Ben
McLaughlin, WICU's General Manager, and
suggest luncheon. While he's checking his
Diners' Club card, have him run over some facts
and get you through the door where "a packed
house is mighty like a home !"
WICUSSA12
An Edward Lamb Enterprise — Ben McLaughlin, General Manager
Represented Nationally By
EDWARD PETRY AND CO., INC.
New York • Chicago • Atlanta • Detroit • Son Francisco • St. Louis ♦ Los Angeles
There are all kinds, but KTTV cre-
ated an unprecedented kind of
dominance by walking off with
four 1 st Place Awards in the
annual station competition spon-
sored by The Billboard:
For the best job of promoting a
syndicated film series (Code 3)
For the best job of promoting a
feature film series (Colgate
Theatre)
For the most effective job of
programming TV film shows
For the most outstanding job
of selling national and regional
advertisers
Any one of 480 television stations |
selling time today could have won
these awards, but only one did . . .
KTTV.
These awards are negotiable. Ask
your Blair man how KTTV can
convert this dominance into
money...
Los Angeles Times-MGM J
Television r ~1
E Represented nationally by BLAIR -TV \i
i
TRADE ASSNS. continued
Conkling Leads Organization
Of Record Industry 'Academy7
JAMES B. CONKLING, former president of
the Record Industry Assn. of America, and
of Columbia Records, has announced steps
are being taken to form a non-profit in-
dustry "academy" along lines of those in
the television and motion picture industries.
Acting on requests by representatives of the
industry, Mr. Conkling reports meetings have
been held on both coasts by vocalists, con-
ductors, art directors, engineers, arrangers,
composers, producers, directors and instru-
mentalists.
Work ing with Mr. Conkling on the Na-
tional Academy of Recording Arts & Sci-
ences founding committee are Sonny Burke
of Decca; Doris Day, Columbia; Lloyd W.
Dunn, Capitol; Dennis Farnon, RCA Victor;
Milton Gabler, Decca; Richard Jones, Capi-
ton; Jesse Kaye, MGM Records; Axel Stor-
dahl, arranger-conductor and Paul Weston,
Columbia. Mr. Conkling is working in a
temporary capacity until prospective mem-
bers elect officers and executives.
Bay Area Group Incorporates
THE Bay Area Independent Broadcasters'
Assn., organization of California stations
formed two years ago to bargain with labor
unions, has been incorporated in California,
according to J. G. Paltridge of KROW
Oakland, president of the group. In addi-
tion to its original function, BAIBA has been
serving as a clearing house for public serv-
ice announcements, and is planning to spon-
sor a radio-equipment show this month.
Officers, besides Mr. Paltridge, are Irving
Phillips of KYA San Francisco, vice presi-
dent; William D. Shaw of KSFO San Fran-
cisco, secretary; Bud Foster of KLX Oak-
land, treasurer, and Laurence P. Corbett of
the law firm of St. Sure, Moore & Corbett,
counsel.
Rossman Heads Recording Assn.
IRVING ROSSMAN, director of sales.
Pentron Corp., Chicago, was elected presi-
dent of the Magnetic Recording Industry
Assn. at its annual
Page 76 • June 17, 1957
meeting held in
Chicago recently.
Elected to serve
with him were Ar-
nold Hultgren,
American Molded
Products Co., Chi-
cago, vice presi-
dent; Charles L.
Dwyer, Webster-
Chicago Corp.,
treasurer, and Her-
man Kornbrodt,
Audio Devices Inc.,
New York, re-elected recording secretary.
Joseph F. Hards of Magne-Tronics Inc.,
New York, retiring president of the associa-
tion, and Victor Machin of Shure Bros. Inc.,
Chicago, were named to the board.
California Women Seat Officers
NEW officers of Radio & Television Women
of Southern California were installed Fri-
day at a banquet at the Hollywood Roo-
MR. ROSSMAN
sevelt Hotel. They are: president, Dorothy
L. Winter, BBDO; first vice president, Claire
Hughes, KWKW Pasadena; second vice
president, Betty Hartlane, KABC-TV Los
Angeles; corresponding secretary, Mary
Hickox, commentator, Feminine Touch
on KFI Los Angeles; recording secretary,
Milano Kay, actress; treasurer, Mitzi Mee.
KLAC Los Angeles. Board members for
the 1957-58 term are Caroline Leonitti,
charm school operator; Betty Turbeville.
KCOP (TV) Los Angeles; Gerry Day.
writer; Lee Atkinson, Concord Co.; Helene
Heigh, actress.
Kahl Heads N. Y. AMA Group
ROBERT E. KAHL, Borden Co. national
advertising manager in charge of merchan-
dising and research, has been elected presi-
dent of the New York chapter of the Ameri-
can Marketing Assn., and will take office
officially for his one-year term July 1. He
succeeds Herbert Breseman, Life magazine
director of research.
Other new officers are: vice president,
Joseph B. Doyle, General Foods; secretary,
John E. Murphy, Bristol-Myers; treasurer,
Morton M. Vitriol, Hiram Walker; assistant
secretary, Wallace Lepkin, Erwin, Wasey &
Co.; assistant treasurer, Vernon Hitchcock,
Life magazine. Elected directors were Henry
Halpern, McManus, John & Adams, and
Howard T. Hovde, Econometric Institute.
NARTB to Ask Tax Changes
PROPOSED changes in the Internal Rev-
enue Service's formulas for depreciation of
broadcast equipment will be submitted to
the service by NARTB this month. The
association will propose ways of bringing
the 15-year-old Bulletin F rates into line
with industry progress. The service has
asked for industry views.
A dozen representatives of networks and
stations met last Tuesday at NARTB Wash-
ington headquarters with Robert L. Heald,
chief attorney. They reviewed the present
10-year basic depreciation formula, which
includes a four-year plan for tv equipment.
The NARTB presentation will show the
high rate of obsolescence for broadcast
equipment along with competitive angles,
life span of various equipment items, low
salvage values and continuous development
of the art.
Detroit Adcraft Elects Kramer
WORTH KRAMER, vice president and
general manager of WJR Detroit, was
elected president of the Adcraft Club of De-
troit by unanimous vote at its spring election
meeting. He had been first vice president and
is succeeded in that post by John E. Nielan
of Hearst Advertising Service Inc., repre-
sentation firm. Also elected: Edward F. Sul-
livan, account executive, McCann-Erickson
Inc., second vice president; Wendell D.
Moore, director of advertising and mer-
chandising. Dodge Div. of Chrysler Corp.,
secretary to the board, and Robert G. Mc-
Kown, assistant to the president of D. P.
Brother & Co. advertising agency, re-elected
treasurer.
Broadcasting • Telecasting
John H. DeWitt, Jr., President
WSM and WSM-TV, Incorporated
announces the appointment of
Hi Bramham
as
Commercial Manager
WSM -TV
Mr. Bramham has been Local Sales Manager of
WSM-TV for the past seven years. In his new capacity
he will have direct supervision of all national
and local sales. He brings to his new position a
comprehensive sales and advertising background
which includes radio, and outdoor advertising
as well as television.
Broadcasting • Telecasting
June 17, 1957 • Page 77
W.0:
Funny!
will they
NETWORKS
HARRISON, LABUNSKI NEW ABN VPS
ELECTION of Thomas C. Harrison as vice
president in charge of sales for American
Broadcasting Co. Radio Network Inc. and
of Stephen B. Labunski as a vice president
assigned at the outset to programming are
being announced today (Monday) by Pres-
ident Robert E. Eastman.
Mr. Harrison was head of the St. Louis
office of John Blair & Co., station repre-
sentatives, before resigning to take the new
post, effective immediately. He succeeds
George Comtois, who was reported to have
resigned.
Mr. Labunski has been vice president and
general manager of WDGY Minneapolis,
one of the Todd Storz group. Mr. Eastman
said, "His principal efforts at the outset, as
is the case with all of us, will be directed
primarily toward the end of developing our
program product." Thus in principal effect
if not in title he will be taking over the
duties which would have been handled by
William S. Morgan Jr. of KLIF Dallas if
Mr. Morgan's appointment as programming
vice president had not undergone a "change
of plans."
The Harrison and Labunski appointments
were two of several new developments in
the radio revitalization program under-
taken by Mr. Eastman since he assumed the
presidency of the American Broadcasting-
Paramount Theatres radio subsidiary on
May 1 — also, like Mr. Harrison, from the
Blair organization. Others:
• Mr. Eastman revealed that American
is developing a plan which will give its af-
filiates one-minute breaks for local sale on
the quarter-hour, with the network person-
ality handling the program involved also
being made available to transcribe the local
commercials for the stations — at no charge
to the stations. American affiliates now get
30-second breaks on all commercial shows,
and on sustainers may increase this to 70
seconds by breaking away from the 40-
second promotional hitchhikes which the
network airs between sustainers. The 60-
second quarter-hourly breaks are expected
to become effective next fall.
• He confirmed that "with considerable
regret" there had been a "change of plans"
and that Mr. Morgan, announced a few
weeks ago as American's new programming
vice president, would not assume that post
and, instead, had returned to the McLen-
don Investment Corp. [Closed Circuit,
June 10].
Mr. Morgan, vice president and general
manager of the McLendon Corp.'s KLIF
Dallas before the announcement that he
would move to American, reportedly has
returned to the McLendon group as assist-
ant to President Gordon R. McLendon.
American authorities said the change re-
sulted from "certain unforeseen develop-
ments" that made the original plan "im-
practical from the point of view of both
parties, and it was deemed best to recog-
nize this at the outset. ... Our very best
wishes are with [Mr. Morgan]."
• Mr. Eastman indicated that in its de-
sire to disassociate itself from television,
American not only would not hire personal-
ities who are regularly identified with tv
[B»T, June 3], but that he hoped eventually
to have American's personnel housed in
separate quarters from those now shared
with ABC-TV.
Announcing the election of Mr. Harrison
to the sales vice presidency, Mr. Eastman
noted that American is planning "many
new live personality programs" that "will
be of tremendous advertising value. Both in
programming and in selling, American
Broadcasting will adapt itself to the im-
portant work being done by our affiliates.
"Our selling will be done on a creative
basis, recognizing the feeling and needs of
the local station. American Broadcasting
will avoid expediency in order to develop
long-range strength. Tom Harrison's experi-
ence in local and national sales and pro-
gramming makes him ideally qualified to
carry out our goals.
"As head of the St. Louis office of John
Blair & Co.. Tom Harrison has worked with
both radio and television. During his two
and one-half years in this capacity, the
MR. HARRISON
MR. LABUNSKI
office has more than doubled its billings.
With men of his calibre American Broad-
casting can achieve its aim of being No. 1
radio network."
Mr. Harrison was named head of Blair's
St. Louis office in January 1955, after serv-
ing as national sales manager of WSM
Nashville from April 1952. After wartime
service from which he was released in Octo-
ber 1945 as a major, he was in the sales
department of Ralston-Purina Co.. then
served as assistant football coach at Vander-
bilt U. starting in 1947 and at UCLA start-
ing in 1949 before moving to Brown Radio
Productions. Nashville, in February 1951
as sales manager for transcribed shows.
Mr. Labunski has been general manager
of WDGY since January 1956 and a vice
president since January of this year. Under
his direction the station has won a reputa-
tion for spectacular promotion ventures as
well as for programming. Before moving to
WDGY he was an account executive with
WHB Kansas City, also a Storz station,
from July 1954 to January 1956. and before
that was with KCMI Kansas City and com-
mercial manager of KUDL. also Kansas
City. During World War II he served after
V-E Day as a Russian translator with the
Allied Control Council in Berlin.
June 17, 1957 • Page 79
WROV
your A
haa^ niiif (S*n
nest Duy V3
in ROANOKEr
1
\L/| w
who
says
so?
THE RATES
AND THE
RATINGS!
New '57 Pulse shows WROV first in
Roanoke from 5 pm to midnite with
38% average share of audience; second
from 5:30 am to 5 pm with 23% share
of audience. Compare rates and you'll
put your money on WROV, Roanoke's
red-hot station for "pop" music, sports
and sell-appeal personalities.
exclusive!
complete Dodgers' baseball!
represented by Burn- Smith Co., Inc.
WROV
ROANOKE • VIRGINIA
Burt Levine, president
1240 on your dial
Page 80 • June 17, 1957
NETWORKS
CONTINUED
Will New Tv Services
Make Circuits Scarce?
THE prospect of a rationing of AT&T's
network television circuits faces tv broad-
casters this fall — but whether the prospect
will become a harsh fact or a relatively
small problem will not be known for sure
until mid-summer.
The answer will depend almost entirely
on the final requirements of such "new"
services as Sylvester L. (Pat) Weaver's
"baby network" of major-market stations.
Sports Network Inc., and any toll-tv opera-
tors who may be seriously in the picture
by then.
This at least seemed to be the view
of AT&T and network authorities last week.
They appeared to be in general agreement
that the intercity-circuit demands of the
three traditional networks — ABC-TV, CBS-
TV, and NBC-TV — can be met about as
well next fall as they were last, provided
there are no substantial new demands from
the more recently developed television serv-
ices.
Just what these new demands will be
remains largely moot. But it is known
Sports Network Inc. has developed rapidly
to the point where, except for the three
tv broadcasting networks, it now is AT&T's
largest customer for intercity facilities.
SNI's biggest usage of AT&T facilities is
in spring and summer, but its officials are
hopeful that by next fall it will have need
for twice as much as in the fall of 1956.
And certainly SNI's fall and winter de-
mands can be expected to grow substantially
if it succeeds in negotiating a working ar-
rangement with the Weaver network [B*T,
June 10].
AT&T's position is that it cannot possibly
know whether or how much "rationing"
may be necessary until it receives orders
from the users. These are due about July
29. Then, after studying the various "re-
quirements," AT&T will follow the usual
procedure — there are always some conflicts
— of calling the users in for a quarterly
allocations conference, at which time con-
flicting orders for scarce-facility areas are
worked out by compromise.
AT&T authorities emphasize that in these
quarterly sessions the decisions as to who
gets the use of specific contested facilities
and at what time are made by the users
themselves. AT&T presides over the ses-
sions.
One network official pointed out that
while AT&T "hasn't said it won't be able to
supply all users," it has cautioned that the
situation is getting tighter and tighter."
NTA Film Network to Offer
Three New Half-Hour Series
NTA Film Network last week announced
plans to add three new half-hour series a
week to its current offering of a one and a
half hour feature film presentation and to
sell the new programming under a "triple
exposure plan."
The programs are How to Marry a Mil-
lionaire, produced by 20th Century-Fox,
and This Is Alice and The Last Marshal.
both Desilu Productions' series. It is planned
to schedule the programs on Monday,
Wednesday and Friday at times no earlier
than 7 p.m. and no later than 1 1 p.m., local
times.
William H. Koblenzer, sales manager of
the NTA Film Network, described the
"triple exposure plan" as "a new concept of
network programming." It offers three ad-
vertisers representation on the three different
half-hour programs weekly on the film net-
work, he said. Each advertiser, he said, will
receive a one-minute commercial and open-
ing and closing billboard on each of the
three shows weekly, so that each of the
three sponsors is represented on the network
by nine commercial impressions each week.
Mr. Koblenzer claimed that by delivering
three different audiences through three dif-
ferent programs each week, the film net-
work will provide a tripling of the exposure
and the impact of the advertisers' messages.
He said presentations on the new plan will
be made to leading advertising agencies,
starting this week.
The NTA Film Network presently is serv-
icing 134 stations with Premiere Perform-
ance, which consist of a weekly feature film
program from the Fox library.
NBC, CBS Make Public
Overseas News Shifts
REALIGNMENT of overseas news bureaus
for NBC and CBS was made public last
week. The shift in CBS' rank of correspond-
ents is a part of that network's recently-
implemented "rotation plan," while that of
NBC's was made to broaden its European
base of operations.
Next month, Robert Pierpoint, who three
years ago succeeded Bill Costello in Tokyo,
moves stateside to CBS News in Washing-
ton. His replacement will be Peter Kalischer,
former Collier's magazine Tokyo bureau
chief, of late with CBS in the Capital. In
September, Howard K. Smith, since the end
of World War II chief Euorpean correspond-
ent and head of the London bureau, re-
turns home, switching places with Charles
Collingwood. Mr. Smith will present a
nightly Washington Report on Doug Ed-
ward's weeknight 7:15-7:30 CBS-TV pro-
gram as well as a quarter-hour CBS Radio
Daytime —
KGVO
5,000 watts — CBS
Either Radio or TV,
when you think of
Montana
Thin
k of Mosby, Inc.
at
Missoula, Mont.
Nighttime —
K •
MSO-TV
CBS
191,000 watts — NBC
ABC
Broadcasting • Telecasting
HAYES ASKS AFFILIATE OPINIONS
interpretative news show tentatively titled
Washington and the World. Mr. Collingwood
first started in England with CBS in 1942
after Edward R. Murrow hired him from
United Press" London bureau.
In the past few months. CBS News has
dispatched Ernest Leiser to Bonn, succeed-
ing Richard C. Hottelet. now in New York:
Winston Burden to Rome, succeeding Bill
Downs, now in Washington, and last year,
shifted Lou Cioffi of the New York bureau
to Paris, succeeding Blair Clark as aide to
David Schoenbrun.
Meanwhile. NBC was completing plans
last week to reassign Joseph C. Harsch from
Washington to London as bureau head, free-
ing Ed Newman to set up a new Rome
office. ( Mr. Newman, former ABC news-
man, took over the London bureau only a
few months ago. succeeding Romney
Wheeler, transferred from NBC News to its
newly-established international division.)
The NBC Rome bureau has been vacant
since last year"s departure of Merrill Mueller
for NBC News in the U. S.
NBC is closing its Bonn bureau, but will
open a Berlin office. This move is seen as
being made to facilitate coverage of the two
German countries — East and West — as well
as Poland, which recently has eased its Iron
Curtain. John Rich will leave New York
shortly to take over the Berlin bureau while
Frank Bourgholtzer leaves Bonn for Vienna,
where NBC will open another permanent
office. (NBC"s move there follows CBS'
made last year after the Hungarian uprising
made Vienna a focal news gathering center.
Dan Karasik of CBS heads that network's
bureau. It was formerly headed by Alex-
ander Kendrick. who was shifted to London
a year ago.)
Cohen Broadcast Inapplicable
To N. Y. Libel Laws, Says Official
EFFORTS by Los Angeles police to prose-
cute Mickey Cohen under New York State
libel laws for his remarks about two depart-
ment officials on ABC-TVs Mike Wallace
Interview program May 19 have come to
naught [B*T. May 27].'
The district attorney's office found — after
a study of state statutes — that oral defama-
tory remarks do not fall under New York
criminal libel laws, that the fact that re-
marks were made on tv does not alter the
situation and that therefore. Mr. Cohen was
"held safe." The office said that had the
program been filmed ahead of time or had
a kinescope been made in New Y'ork for
rebroadcast at a later time, the finding
would have been reversed. As things turned
out, ABC-TV did make a kinescope, but not
in New York state proper, for rebroadcast
to the West Coast.
AB-PT Declares Dividends
LEONARD H. GOLDENSON. president of
American Broadcasting-Paramount Theatres
Inc., announced Wednesday that the board
of directors declared dividends of 25 cents
per share on the outstanding preferred and
and 25 cents per share on the outstanding
common stock payable July 20 to holders of
record June 28.
Broadcasting • Telecasting
ANSWERING criticism of CBS Radio's
sales and programming policies. President
Arthur Hull Hayes last week called on his
affiliates to tell him "frankly and fully"
what they think.
The request was made in a confidential
letter in which Mr. Hayes made known his
reaction to a message in which John M.
Rivers of WCSC Charleston. S. C chair-
man of the board of the CBS Radio Affili-
ates Assn., told affiliates that "your board is
not happy about the present network sales
and program policies" [B»T, May 27].
Although the Hayes letter was not made
public, it was learned that in it the CBS
Radio chief told affiliates that if a "sub-
stantial number" of them disagreed with
the network's programming and sales phi-
losophies and its plans for the future, "a
complete reappraisal of our network oper-
ations and policies must be faced." In that
case, he said, a meeting with all affiliates
might be necessary "much earlier" than the
affiliates convention scheduled for Nov. 7-8.
Mr. Hayes said late last week that first
replies from the stations were "most encour-
MR. HAYES MR. RIVERS
aging." Although some stations did not re-
ceive his letter till early in the week, he
said, about 25 replies had reached him by
Thursday and were preponderantly favor-
able to CBS Radio's policies and opera-
tions. If the proportion of enthusiastic let-
ters continue at the current pace, he said,
there definitely would not seem to be a need
for any emergency meeting with affiliates.
Some stations felt Mr. Hayes' letter was
motivated primarily by affiliate reaction to
CBS Radio's S5.5 million package sale to
Ford [B«T. May 13], which itself was a
motivating factor behind the affiliates meet-
ing that culminated in the letter from Chair-
man Rivers. But Mr. Hayes asserted that
his sole purpose was to give his views on the
Rivers message and to solicit affiliate-wide
reaction to the network's plans and policies,
and that actually he mentioned the Ford
deal only in passing.
He said station clearances on the Ford
package — which involves sponsorship of
some four and a half hours of morning, af-
ternoon and evening programming each
week, starting Sept. 2 — were arriving at a
better than "normal" pace, considering that
the starting date is more than two months
away and that stations in those circum-
stances often delay their replies to orders.
In his letter, it was understood. Mr. Hayes
told affiliates he was surprised at the tone
of Mr. Rivers' report on the affiliates board's
meeting with CBS Radio officials. He was
confident, he said, that the Rivers letter did
not reflect the views of all members of the
affiliates board.
He also cited as support the findings of
a B«T survey of all affiliates last fall, part of
an examination of the future of network
radio, which showed 73% of CBS Radio
affiliates preferred the network's present
service as against 20% who would rather
have a "press association" type of network
service and 7% who said they would go
independent [B»T, Nov. 26. 1956].
Doesn't Mean Policy Support
Among stations opposing the Ford deal,
how ever, some w ere reported last week to be
contending that although they voted for the
network in B«T's poll, and would do so
again, this should not be construed as sup-
port of network policies — particularly as
those policies are reflected in the Ford deal.
The objections of the Ford sale critics
are based primarily on the contention that
the Ford network programming would eat
heavily into early-morning and late-after-
noon time periods that are most lucrative
for the stations in terms of local and na-
tional spot sales.
On this point Mr. Hayes was reported to
have told the affiliates that "neither CBS
nor its affiliates have ever treated network
option time and station time as two hard-
and-fast entities separated by an iron cur-
tain. It has always been a give-and-take
relationship on the part of the network and
its affiliates."
With respect to sales policies, he was said
to have pointed out also that CBS Radio
does not sell 30-second. 10-second and six-
second participations, as NBC does.
He also was reported to have dealt at
length with the value of the CBS Radio
affiliation to the stations, the investments
which the network makes in programming,
and the importance of this network pro-
gramming to the stations in terms of local
prestige, the sale of adjacencies, etc.
CBS Tv Affiliates Group
Elects 3 District Directors
RESULTS of elections for Districts 4. 5
and 6 of the CBS Television Affiliates Assn.
were announced last week by Clyde Rem-
bert. chairman of the nominating commit-
tee and president of KRLD-TY Dallas.
Re-elected to the board of directors of
the association were T. B. Lanford of
WJTV (TV) Jackson. Miss. (District 4)
and William B. Quarton of WMT-TV Cedar
Rapids. Iowa (District 6). A new member
elected to the board was Leslie C. Johnson
of WHBF-TV Rock Island. 111., succeeding
Bruce McConnell of WISH-TV Indianap-
olis.
The complete board of directors of the
CBS Television Affiliates Assn. follows:
Howard Lane. KOIN-TY Portland. Ore.,
chairman: Paul Adanti. WH EN-TV Syra-
cuse: Richard Borel. WBNS-TY Columbus.
June 17, 1957 • Page 81
NETWORKS CONTINUED
Ohio; Glenn Marshall Jr., WMBR-TV
Jacksonville, Fla.; Mr. Lanford, WJTV; Mr.
Johnson, WHBF-TV; Mr. Quarton, WMT-
TV; James Russell, KKTV (TV) Colorado
Springs; Mr. Rembert, KRLD-TV; Rex
Howell, KREX-TV Grand Junction, Colo.,
and F. E. Busby, WTVY (TV) Dothan, Ala.
Stern, Wheeler to Head
NBC-TV Canadian Unit
FORMATION of a wholly owned Canadian
subsidiary corporation to conduct NBC's
expanding tv operations abroad was an-
nounced Friday by NBC President Robert
W. Sarnoff.
The move was seen in some quarters —
unofficially — as a forerunner to possible
entry by NBC into ownership of foreign tv
stations.
Albert R. Stern, NBC director of interna-
tional operations, will be chairman of the
new corporation, and Romney Wheeler, di-
rector of European operations, will be pres-
ident. It will be called NBC International
Ltd., and will open headquarters in Mont-
real in July.
NBC officials said the Montreal head-
quarters will be headed by a secretary-
treasurer of the corporation who will be
selected in the near future. Chairman Stern
will continue to have his offices in New
York and President Wheeler will continue
in London. Two other veterans of the NBC
International division, Gerald Adler and J.
Robert Myers, also will have headquarters
in London.
In addition, Mr. Sarnoff said, NBC In-
ternational plans to open an office in Mexico
City by the end of this year to conduct the
company's business affairs in Latin America
and one in a key site in the Far East during
1958.
The new corporation will conduct all of
the NBC station management services, sta-
tion investments and program sales outside
of the U. S. and Canada. The program sales
will include those of California National
Productions, another wholly owned NBC
subsidiary, as well as those of NBC-TV.
"NBC's association with the broadcasting
services of foreign countries dates back to
the first days of radio," Mr. Sarnoff asserted.
"Through NBC International Ltd. we plan
to take an even more important place in
the field of international television opera-
tions. By the end of this year it is antici-
pated that personnel of NBC International
Ltd. will have completed on-the-scene sur-
veys of television in every country on the
globe where the medium now exists or will
soon exist."
It is known that NBC has been offered
an ownership interest in the British Com-
mercial tv operation at Cardiff, Wales. It
has not yet accepted, however, although it
is furnishing certain management services
to the Cardiff station.
NBC-TV's affiliates outside the conti-
nental U. S. include XEW-TV Mexico City;
CMQ-TV Havana; WAPA-TV San Juan,
P. R.; KONA-TV Honolulu; KUAM-TV
Agana, Guam; KENI-TV Anchorage and
KFAR-TV Fairbanks, Alaska; KMVI-TV
Wailuku, Hawaii, and YVKS-TV Caracas,
Venezuela.
CBS News Helps Argentina
In Expediting Serum Shipment
CBS newsmen were called Tuesday to help
avert tragedy in Argentina when the Argen-
tine government appealed to CBS Radio to
trace a shipment of botulism antitoxin,
delayed en route to the stricken La Plata
area to combat the nation's outbreak of food
poisoning.
Peter Hahn, CBS News special corre-
spondent in Buenos Aires, served as liaison
between Argentine officials and the CBS
newsroom in New York. After extensive
checking in the U. S., CBS discovered the
crate of serum had not been marked with
the emergency — "Medicine, Rush."
The shipment had been unloaded from an
aircraft in Miami and transferred to a de-
layed flight. CBS immediately arranged for
shipment of another load direct.
NBC-TV's NCAA Schedule
Three-Fourths Sold Out
NBC-TV's schedule of NCAA football
games to be telecast nationally on nine
dates next fall is three-quarters sold out,
it was announced last week by William
R. Goodheart Jr., vice president, television
network sales, for NBC.
Sponsoring one-quarter of each telecast
will be Bristol-Myers Co., Sunbeam Corp.
and Zenith Radio Corp. These advertisers
also sponsored the national Game of the
Week series on NBC-TV last year.
Eight of the nine dates on the national
schedule are Saturdays. The ninth is Thanks-
giving Day, when three games in different
parts of the country will be presented on
a split-network basis. In addition, NBC-TV
will present regional contests on four other
Saturdays in the eastern, Big Ten and Pacific
Coast areas. Sunbeam and American Ma-
chine & Foundry Co. each will sponsor one
quarter of the four eastern telecasts. Perrin-
Paus Co. is agency for Sunbeam and
Fletcher D. Richards Inc. represents Ameri-
can Machine & Foundry. Doherty, Clifford.
Steers & Shenfield is agency for Bristol-
Myers and Earle Ludgin & Co. for Zenith.
ABC-TV Billings Up
30% for Next Fall
ABC-TV is booking gross billing for next
fall at an annual rate of $100 million, or
30% better than this season, Oliver Treyz.
vice president in charge of the network, dis-
closed last week.
ABC-TV is basing this figure on a projec-
tion of about $8.2 to $8.4 million per month-
ly gross billing next season compared to this
season's approximate $6.6 million monthlv
level [B«T, June 3].
Mr. Treyz spoke Wednesday in St. Louis
in a cellomatic presentation to more than
500 advertising and agency executives, news-
men and special guests as a salute to affili-
ate KTVI (TV) and which was co-hosted by
Joseph Bernard, the station's vice president
and general manager. The event was held at
the Chase Hotel.
Also disclosed was the Kellogg multiple-
program purchase, a contract that is esti-
mated at $7 million (see story, page 39),
and live daytime program plans.
ABC-TV Monday-Friday daytime plans
already announced include the filmed
Mickey Mouse Club (5:30-6 p.m.) and a
filmed adventure strip (5-5:30 p.m.). The
. network, Mr. Treyz said, is offering a group
of audience participation live shows: Lucky
Lady, featuring Keefe Brasselle and Virginia
■ Graham; What's the Name of That Song
with Robert Alda; What Makes You Tick
with Dennis James and Parlay with Jack
Narz. These shows would precede the ad-
venture strip in the 3-5 p.m. period.
Mr. Treyz asserted that the network is
"much ahead of the selling pace of last
year." In nighttime billing, Mr. Treyz con-
tinued, ABC-TV as of April was up 24.9%
while NBC-TV was 0.8% and CBS-TV
"8.3% ahead, adding:
"If we don't add one advertiser in our
new daytime schedule. ABC-TV will still,
in our best estimates, be rolling at a $100
million annual rate of billings. That is more
than 30% better than the 1956 level."
According to Mr. Treyz, ABC-TV's total
coverage — live and delayed — will be 95 out
of every 100 U. S. tv homes next season
with the network able to deliver live, 85%
of all tv homes.
Stressing ABC-TV's sales pace, Mr. Treyz
listed these new advertisers to be on the
network for next season: Philip Morris
(started in April with Mike Wallace Show);
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
Page 82 • June 17, 1957
Broadcasting • Telecasting
Ralston (recently added). General Foods,
Reynolds aluminum, Bristol-Myers, Revlon,
Kellogg, Mars, Seven-Up, AC spark plugs,
Sylvania, Buick Div. of General Motors,
Chesterfield and Campbell soups.
Jackson Tells How NBC Sees
Client Gets Money's Worth
ADMINISTRATIVE procedures used by
NBC to make sure its advertisers "get what
they buy" and receive proper credit for
program or commercial interruptions were
spelled out last fortnight by John W. Jack-
son, manager of advertising and sales pro-
motion administration for RCA.
Mr. Jackson spoke at the Assn. of Na-
tional Advertisers' Fourth National Work-
shop on Advertising Budget and Cost Con-
trol, held June 6 at Chicago's Drake Hotel.
Other speakers at the closed session in-
cluded James E. Weber, executive vice
president of Leo Burnett Co., who advocated
"a creative approach to budget planning and
control," and Richard K. Jewett, supervisor
of advertising administration for Pitney-
Bowes Inc., who discussed "Evaluating Ad-
vertising Effectiveness Through Analysis and
Control of Inquiries."
Mr. Jackson detailed the system of checks
and cross-checks by which RCA's NBC
keeps tabs, at both network and affiliate
levels, in order to know that each adver-
tiser's programs and commercials are broad-
cast in full by every station he has ordered.
In cases where interruptions do occur, he
said, the advertiser's billings are credited
as follows:
1. If program material (but not the com-
mercial) is interrupted for one minute or
more, time charge credit is based on a pro-
portion of the length of interruption to
length of program.
2. If commercial is interrupted, credit
is based on proportion of length of interrup-
tion to length of total commercial time
allowance in program.
3. If both program and commercial ma-
terial are interrupted, larger of two fore-
going credits is allowed.
4. If only audio or only video is inter-
rupted, credit is reduced by 25"% . But if
this partial interruption occurs in the com-
mercial and renders uninterrupted audio or
video commercially valueless, full credit is
allowed.
Graham to CBS-TV Program Dept.
HAROLD GRAHAM Jr., for 12 years radio
producer-director and tv account executive
with McCann-Erickson, has been appointed
program executive, CBS-TV program de-
partment, Hollywood, it was announced last
week by Alfred J. Scalpone, CBS-TV vice
president in charge of network programs,
Hollywood. In the newly-created post. Mr.
Graham will serve primarily in liaison with
advertisers, coordinating program and talent
matters with all advertisers or network pro-
grams originating in Hollywood, Mr. Scal-
pone said.
Green Named to Manage
ABC-TV Program Department
APPOINTMENT of John B. Green as man-
ager of the ABC-TV program department,
succeeding J. English Smith, was announced
last week by James
T. Aubrey Jr., vice
president in charge
of programming
and talent for the
network.
*4 Mr. Green for-
merly was an as-
a sociate producer on
i">ftt. the executive stall
fet of NBC-TV's Wide
BBHk 11 &
mr. green fective immedi-
ately.
Mr. Smith, whom he succeeds, is resign-
ing to return to Hollywood. He has been
with ABC since 1954.
Mr. Green, in addition to his work on
WWW, also is a former associate producer
of NBC-TV's Home show, business manager
of Saturday Night Revue and producer-
writer-director for The Black Robe. With
Newell-Emmett Co. from August 1947 to
May 1949, he was agency producer on
America Speaks, the Mary Margaret Mc-
Bride Show and Suspense, and was writer
and agency producer for Coast Guard
Cadets on Parade.
7.-NULLI0N PfoptE ,
■8/UION mco^
TENN
• KNOXVILLE
+58-COUNTY DATA
Population
Incomes
Retail Sales
Homes
2,021,900
$2,240,153,000.
$1,590,398,000.
511,900
(Data from SALES MANAGEMENT Survey of Buy-
ing Power May 10, 1957)
IN THE WFBC-TV 4-STATE MARKET
WFBC-TV leads all South Carolina television stations by far*.
Its total 4-state market is comparable with Atlanta, Jackson-
ville, New Orleans or Miami. Within "The Giant's" 100 uv/m
contourt is the South's greatest
textile-industrial area and the fab-
ulous Carolinas mountain play-
ground.
♦According to NCS No. 2
'The Giant of
Southern Skies"
Video-l 00,000 Watts
(FCC Maximum)
Audio— 50,000 Watts
Antenna Height— 1204
feet above average
terrain— 2,204 feet
above sea level.
Channel 4
WFBC-TV
Greenville, S. C.
Represented
Nationally by
WEED
Television Corp.
NBC NETWORK
Broadcasting • Telecasting
June 17. 1957 • Pace 85
ALL
ABOARD !
Oldtime Ohio River steamboat
whistles let passengers know it
was time to get under way. The
more forceful the whistle, the
bigger the boat . . . the more
passengers it could carry . . . the
faster it took them further.
Similarly, the latest Nielsen
figures sound a forceful blast for
WSAZ-TV in today's busy Ohio
River market. With an audience
of over half a million TV homes
in 69 counties, WSAZ-TV
reaches (says Nielsen) 100,580
more homes on weekday nights
than the next-best station. And
it's the consistent leader around
the clock!
This is impressive traveling— and
to very prosperous ports of call
where income has never been so
high. Get aboard this prime
mover of goods and let WSAZ-
TV blow your own whistle where
it will be heard — and heeded —
most. The gangway is down at
any Katz office.
HUNT1NGTON-CHARLESTO/S, W. VA.
Affiliated with Radio Stations
WSAZ. Huntington <S WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
NETWORKS continued
CBS Radio Billings Hit
$2.5 Million for Week
CBS Radio contracted last week for $2.5
million worth of new business and renewals,
it was announced Thursday by John Karol,
vice president in charge of network sales.
Best Foods (Shinola) and Rit Products
Corp. purchased six weekly "Impact" seg-
ments and five weekly IV2 -minute units of
daytime dramas, respectively, both effective
Sept. 2. The "Impact" contract is for 26
weeks, the daytime dramatic series spon-
sorship for 25 weeks. Both were arranged
through Earle Ludgin & Co., Chicago.
Woman's Day Inc. purchased five IVi-
rninute units of daytime dramas during the
week of June 26. The contract, for Wom-
an's Day magazine, was through Paris &
Peart, New York.
Pan-American Coffee Bureau ordered five
weekly IV2 -minute units of daytime dramas
for eight weeks beginning July 8.
P. Lorillard Co. renewed 16 weekly seg-
ments of CBS Radio's "Impact" plan, effec-
tive today (Monday) for Kent cigarettes
through Young & Rubicam, New York.
Wm. Wrigley Jr. renewed the Howard Miller
Show for 52 weeks on a Monday-through-
Friday basis. The contract was placed
through Arthur Meyerhoff & Co., Chicago.
Campana Sales Co. renewed the Saturday
segment of the Robert Q, Lewis Show for
13 weeks through Erwin, Wasey & Co.
Murrow to Interview Tito
EDWARD R. MURROW, his office insists,
is "on hiatus" for the remainder of the sum-
mer but this week he flies to Belgrade for
an interview with Yugoslavia's Marshall
Tito. Officially, CBS would neither confirm
or deny Mr. Murrow's trip, but a spokes-
man for See It Now said Mr. Murrow
would join cameraman Bill McClure in the
Balkans. Still undecided is whether See It
Now will program a documentary on Yugo-
slavia today or an exclusive interview with
Tito in the manner of Mr. Murrow's past
talks with E. M. David Ben-Gurion, Col.
Gamal Abdel Nasser and Chou En-Lai.
Fladell Gets NBC-TV Sales Post
ERNEST FLADELL has been named man-
ager, sales promotion, NBC-TV Network
Sales, it was announced Thursday by Don
Durgin, vice president, sales planning. NBC
television network sales. Mr. Fladell has
served as manager of special promotions for
NBC-TV's participating programs since
January 1956. He joined NBC in October
1953, as a sales presentation writer in the
television network's advertising and promo-
tion department and in February 1955 was
named a sales coordinator for NBC-TV
sales.
Three Producers Set for 'Crisis'
THREE producers are set for Crisis, NBC-
TV series of mystery-suspense dramas to
start Sept. 30 as a Monday, 10-11 p.m.,
program. Alfred Hitchcock will personally
produce 10 filmed dramas through his
Shamley Productions in Hollywood: Alan
Miller, head of all production at Revue Pro-
ductions, will produce another 10 on film,
and S. Mark Smith, formerly producer of
the General Electric Theatre live programs,
will be executive producer of the 22 Crisis
shows to be produced live in New York.
STARTING June 23, NBC-TV's Steve Allen Show (Sunday, 8-9 p.m. EDT) will be
partially sponsored by Pharma-Craft Co.'s Fresh deodorant. Discussing the $4 mil-
lion deal with NBC to cover the Allen Show over a 65-week period are (1 to r) L. J.
Thompson, Pharma-Craft vice president in charge of sales; Pharma-Craft President
Frank F. Bell; Mr. Allen, and W. Kedize Teller, executive vice president of Pharma-
Craft. The firm will sponsor a third of the June 23-30 shows and, beginning July 14,
will underwrite one-half on alternate weeks.
e 84 • June 17. 1957
Broadcasting • Telecasting;
Seen on the local scene
You've probably noticed big telephone cable reels
like the ones shown above at the curb-side of streets
and highways around your town. They are there to
meet a date with the Bell telephone construction
crews who will pull the cable up on poles or into
conduits so telephone service may grow with your
community.
These particular reels are about to be delivered to
the Pacific Telephone and Telegraph Company, and
Eugene Midkiff, a warehouseman in our Seattle
Distribution Center, is giving them a final check.
Telephone cable, of course, is just one of the
many products we keep on tap to meet the needs
of Bell telephone companies. In all, there are 30
Western Electric Distribution Centers across the
nation, and they stock an average of 8,000 different
things for both day-to-day and emergency use by
the telephone companies.
This is another important part of our job as the
manufacturing and supply unit of the Bell System.
Broadcasting
Telecasting
June 17, 1957 • Page S5
PERSONNEL RELATIONS
MUSICIANS' RADIO EARNINGS DOWN
WHERE ANGELS FEAR
JAMES C. PETRILLO. president of
the American Federation of Musicians,
has a known reputation for word
imagery and salty characterization. He
demonstrated this skill when he urged
delegates to the union's convention in
Denver last week (adjacent story) to
rescind the controversial "dictatorial
power" section in the union's bylaws.
At one point, he said the section "has
been thrown in my face so often that
I sleep on it. 1 recommend that we
get rid of this section and at least
make our enemies happy." At another
point, he was discussing the "few oc-
casions he made use of this section
and mentioned negotiations to un-
ionize the Boston Symphony Orchestra.
The convention roared in glee as Mr.
Petrillo recounted his meeting with
the orchestra sponsors — "The Cabots
and the Lodges who talk only to God
— and then I walk in."
A SHARP decline in gross earnings of
musicians from radio in 1956 versus 1955 —
from $15,161,000 to $9,835,000— emerged
from a B*T comparison of figures in the
American Federation of Musicians' annual
report submitted to its 60th annual con-
vention in Denver last week with that re-
leased by the federation for 1955.
Although the federation made no com-
ment of the decline in its report to mem-
bers. B*T asked a spokesman for the union
in attendance at the convention for an
explanation. He consulted with the federa-
tion research department and later supplied
the following information: (1) there is a
continuous loss of staff employment of
musicians on stations in cities other than
New York, Los Angeles and Chicago; (2)
there is a marked trend away from live
music programs on radio; (3) there is a
growth in the so-called "radio spot an-
nouncement programs." which rely on
canned music to the detriment of live music.
AFM's report covers musicians employed
in the U. S., Canada, Puerto Rico and
Hawaii.
The substantial decrease in earnings on
radio was accompanied by a moderate in-
crease in income from tv, which rose in
1956 to $10,552,00 from $9,544,00 in
1955. For the first time in many years, tele-
vision edged out radio last year as the
number one source of income for musicians.
but radio still led phonograph records, the-
atrical engagements and theatrical films as
a revenue-provider.
The 1956 report shows that steady staff
employment in radio accounted for $7,234,-
000 in salaries in the U. S. and $1.1 million
in Canada; local commercial employment.
$625,000, and single engagements, $850,-
000.
In television, steady staff employment
aggregated slightly more than $3.5 million
in the U. S. and $639,000 in Canada; local
commercial employment, almost $1.9 million
and single engagements, $2.85 million.
Gross earnings of more than $1.5 million
were reported for employment in tv films.
The grand total of gross income received
by musicians from radio-tv dipped to $20,-
388,000 in 1956 from $24,705,000 in 1955,
reflecting the sharp decline in revenue from
radio.
Theatrical employment in 1956 brought
in slightly more than $6 million (about the
same as 1955); major Hollywood film pro-
ducers, $2,782,000 ($2,768,000 in 1955);
non-contract major Hollywood film pro-
ducers, $810,339 ($1,117,000 in 1955); in-
dependent Hollywood producers, $718,500
($635,313 in 1955) and New York film pro-
ducers $126,883 ($114,052 in 1955). From
phonograph records musicians grossed
$4,940,000 in 1956 ($3,820,000 in 1955).
The convention represented another per-
sonal triumph for James C. Petrillo who
was re-elected president for the 17th time
and begins his 18th term. Above and be-
yond that, Mr. Petrillo was given a resound-
ing vote of confidence when delegates al-
most unanimously voted down a resolution
that would have stripped him of "broad,
dictatorial power," even though Mr. Petrillo
himself urged the convention to adopt the
resolution.
The union's bylaws give the president
"absolute" power to make decisions and
issue orders in cases where, in his opinion,
an emergency exists. A faction of Los
Angeles Local 47. which has been embroiled
in a dispute with Mr. Petrillo over royalties
and other payments for tv films and re-
corded music, offered a resolution to delete
from the by laws the provision giving the
president this "dictatorial" power. (This
faction is suing the federation for $18
million over payments which go to trust
funds.)
The resolution was soundly beaten by a
voice vote when Mr. Petrillo, in a surprise
move, rose to urge the delegates to recon-
sider their action. He thanked the delegates
for their confidence in him but said re-
moval of the power also would eliminate
a "political football" for persons who wanted
to criticize the union. He claimed he rarely
had invoked the authority, and with "a
good president," he considered it "a good
law" for the union. But he expressed the
view that the deletion of the "dictatorial
power" provision would prevent critics from
raising it in the future and "clouding other
issues." At Mr. Petrillo's insistence, Al
Manuti, president of New York Local 802,
made a motion to reconsider the resolution,
but delegates voted it down almost unani-
mously.
Federation officials later pointed out that
the controversial clause in the bylaws was
voted prior to Mr. Petrillo's incumbency in
1940.
Re-elected with Mr. Petrillo were Charles
Agency Executive Sold on
Audit Bureau of Circulations
NEWMAN F. McEVOY
Vice President
Director of Media
Cunningham is: Walsh, Inc.
New York
"The Audit Bureau of Circulations Reports are almost invaluable
in helping us to appraise printed media. It is most encouraging
to have this data available on Broadcasting • Telecasting and you
may be sure that it ivill be referred to regularly by our buyers."
B»T is the only paper in the vertical radio-tv field with A. B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B*T, with the largest paid circulation in
its field, is basic for subscribers and advertisers alike.
BROADCASTING
TELECASTING
THE BUSINESSWEEK!. Y OF RADIO AND TELEVISION
Page 86 • June 17, 1957
Broadcasting • Telecasting
INTERNATIONAL
L. Bagley. vice president: Leo Cluesman,
secretary, and George Clancy, treasurer.
Members of the board of directors also re-
elected were: Lee Repp. William J. Harris,
Herman D. Renin. Stanley Ballard and
William M. Murdoch.
Delegates also approved a proposal from
the federation's board of directors to pro-
hibit members from working on recordings
produced abroad. Violations of the proposal
were made punishable by fines and possible
expulsion. This action is designed to prevent
sound tracks composed in the U. S. from
being recorded abroad and later returned
to this country for use. Such a procedure,
according to AFM officials, has provided
a means for tv film producers and others to
avoid paying royalties to the trust funds.
Hollywood AFL Film Council
Supports Tests of Toll Tv
AN APPEAL to the FCC to authorize wide-
spread public tests of toll tv "at the earliest
possible moment" was made Tuesday by the
Hollywood AFL Film Council, comprising
unions and guilds representing more than
24.000 employes of the motion picture
production industry.
After hearing the report of a special coun-
cil committee which has been studying sub-
scription television for some months, the
council unanimously adopted a resolution
urging that tests be held without delay to
confirm or deny what now ""appears
probable" — that pay tv would cause a great
increase in employment in the motion pic-
ture industry.
The resolution declares that ""opponents
of subscription television service are un-
willing to give the public the opportunity
to test and decide the merits of subscription
service."
It further states that "'subscription tele-
vision service would greatly increase the
number of new motion pictures in this
country, thus increasing employment many-
fold." and therefore '"widespread public tests
of subscription television service (should)
be authorized by the FCC at the earliest
possible moment, in order that the merits
of pay television service w ithout advertising
may be analyzed and compared with tele-
vision controlled by advertisers and networks
and that decisions may be intelligently
reached as to the effect on the national
economy, and on employment in the enter-
tainment industry, of a combination of both
types of television services."
Move Against Union Postponed
MOTION for a temporary injunction against
Local 1212 of the International Brother-
hood of Electrical Workers. New York, by
the National Labor Relations Board, sched-
uled for hearing in U. S. District Court.
New York. June 4. has been postponed
[B»T. June 3]. IBEW asked for postpone-
ment on grounds its legal counsel was ill.
The motion or show-cause order was in-
itiated by NLRB following IBEW's "con-
certed refusal" to air a WCBS-TV New York
telecast April 21 [B«T. April 29. ex seq.].
Broadcasting • Telecasting
L. A. Radio Indies Sign
30-Month Pact With IBEW
LOS ANGELES area independent radio sta-
tions, negotiating as a group, have reached
on agreement with Local 45 of Interna-
tional Brotherhood of Electrical Workers
for a 30-month contract covering technical
employes of the stations.
The terms, retroactive to May 1. call for
a S10 increase a week for the first 18 months
and another increase of $7.50 a week for the
final 12 months. Under the new agreement
five days each six months may be added to
cumulative sick leave above the former
30-day maximum, so that in the 2>/2 years
an employe could accumulate up to 55 days
of sick leave.
The stations also agreed to contribute 1%
of wages to the IBEW pension and welfare
fund. The terms have been ratified by the
membership of Local 45 and station agree-
ments are expected to be signed within the
week.
Also anticipated this week is the conclu-
sion of negotiations between the independent
stations and AFTRA. which have been con-
tinued on an individual station basis follow-
ing the breakdown of group dealing for a
newT contract for announcers to succeed the
one which, like that of IBEW. expired
April 30.
WGAW Sets Up Pay Tv Committee
IMPLEMENTING the stand taken last
month by the national council of Writers
Guild of America that toll tv is to be
considered a separate field by writers, with
full separation of all rights [B«T. May 13],
the council of WGA. West, meeting last
Monday, appointed Rarl Tunberg chair-
man of a special pay tv committee to be
made up of members of both screen branch
and tv-radio branch of WGAW.
The WGAW council also voted to expand
residual policing by forming a screen branch
committee and an overall guild committee in
addition to the present tv-radio branch com-
mittee headed by Erna Lazarus.
N. Y. RTDG Elects Donovan
THOMAS DONOVAN. CBS-TV. was
elected president of the New York local of
Radio & Television Directors Guild last
fortnight, succeeding John J. Dillon, of
NBC-TV. Others elected were: Martin
Hoade. NBC-TV. vice president: Lee Jones.
NBC Radio, secretary, and Marshall Diskin.
ABC-TV. treasurer. All are network pro-
gram directors.
AFTRA Agrees on Disc Rises
THE American Federation of Television &
Radio Artists reported last week that tenta-
tive agreement has been reached on a new
contract with phonograph recording com-
panies, providing for increases ranging from
\0-\2V2% for scale performers. The fed-
eration is awaiting reaction from the
Chicago and Los Angeles locals to the pro-
posals, expected this week, before making a
final decision.
Scottish Tv Ltd. Reports
Audience Ready for Debut
A READY-MADE audience awaits the
planned Aug. 31 debut of Scottish television,
according to Roy Thomson, chairman of
Scottish Television Ltd., programming con-
tractor for the commercial Independent Tele-
vision Authority.
Since tv did not come to Scotland until
1952, most sets there are newer models that
are either multi-channel or easily convert-
ible, according to the STV head. This con-
trasts with the situation in England where
the advent of commercial television 21
months ago necessitated wholesale conver-
sion of receivers to receive the new ITA
along with with BBC's long-established non-
commercial service.
Mr. Thomson anticipates that STV will
start with 200.000 converted sets and. judg-
ing by the present rate of conversions, there
should be 400.000 receivers for commercial
tv by the end of the first year's operations.
With this set circulation. Mr. Thomson ex-
pects STV to cover almost 80% of Scot-
land's 5.1 million population.
Scottish Television headquarters will be
set up in the Theatre Royal in Glasgow,
which has been undergoing refurbishing to
become one of the most modern tv studios
in Britain. The main studio will accommo-
date an audience of 755.
Programming will follow the London
pattern with about 50 hours per week. Mr.
Thomson expects that 10 or 11 live hours
per week at the outset.
During the past five months. STV has
conducted 20 weekly exhibitions in every
sizeable city and town within its expected
rang to instruct Scots on the aims of com-
mercial tv.
Reiner Sees Red Propaganda
In East Germany Tv Buildup
MANNY REINER, foreign sales manager
for Television Programs of America Inc..
who recently returned from a five-week
trip to Europe [B«T. June 10]. declared that
one of the most interesting developments in
the foreign tv industry is current construc-
tion of new television transmitters in East-
ern Germany.
'These new transmitters are being built
for only one purpose." says Mr. Reiner,
'"and as you might expect, it's strictly polit-
ical." Mr. Reiner feels the Reds in East
Germany could not possibly be building the
transmitters for their own estimated 55.000
sets, but rather are going to use them to
broadcast propaganda for West German
consumption. "That this is indisputably
true is easily demonstrated." states Mr.
Reiner. "Western Germany now has nearh
a million sets. By the end of this year, the
total may reach 1.400.000."
Mr. Reiner reported further on the im-
mense growth of commercial tv in West
Germany. Besides the popularity of tv w ith
the German people as shown by the rising
number of home receivers, he said, there is
the fact that West Germany now has eight
tv stations, joined together in its own net-
work. Deutches Fernsehen.
"The Munich station was first to air com-
June 17, 1957 • Page 87
ated an unprecedented kind of
dominance by walking off with
four 1st Place Awards in the
annual station competition spon-
sored by The Billboard:
For the best job of promoting a
syndicated film series (Code 3)
For the best job of promoting a
feature film series (Colgate
Theatre)
For the most effective job of
programming TV film shows
For the most outstanding job
of selling national and regional
advertisers
Any one of 480 television stations
selling time today could have won
these awards, but only one did . . .
KTTV.
These awards are negotiable. Ask
your Blair man how KTTV can
convert this dominance into
money. . .
Los Angeles Times -MGM
Television
1
Represented nationally by BLAIR -TV
88 • June 17, 1957
INTERNATIONAL
CONTINUED
mercials," says Mr. Reiner, "with Western
Berlin following. Reaction was highly fa-
vorable and commercial patterns should
spread by the fall." Mr. Reiner definitely
feels that in the near future West Germany
"will be a prime foreign market for U. S.
television films."
Soviet Can Equal or Surpass
U. S. in Electronics — Dyer
ALTHOUGH the Soviet Union lags behind
the U. S. in the production of electronics
equipment, the country has the potential to
equal or surpass the output here within the
next 10 years.
This was the opinion last fortnight of
John N. Dyer, vice president in charge of
engineering and research for Airborne In-
strument Labs, Mineola, L. I., upon his
return to New York from a two-week trip
to Russia. Mr. Dyer was one of four U. S.
specialists who visited technical institutes,
radio and television manufacturing plants
and other facilities at the invitation of the
Soviet Union. A report on their findings will
be sent to the State Dept.
Mr. Dyer said Russia will produce about
2.5 million television sets this year but added
that although this figure is comparatively
low in relationship to the U. S., the out-
put is significant in view of the "small total
volume of experience" Russia has had in the
field.
He said Soviet production of miniature
resistors, vacuum tubes, television camera
tubes and transmission equipment is "com-
parable" in quality to the U. S. but transis-
tor equipment is inferior. Mr. Dyer reported
that laboratory equipment was better and
"in greater quantity" than in any laboratory
he had seen in the U. S.
"I have no doubt that their scientists and
physicists are every bit as competent as
ours," Mr. Dyer declared. "However, the
missing element lies in the fact that they
simply do not have the long years of back-
ground and history of experience that we
have here."
Mr. Dyer warned that Russia might well
surpass the U. S. in technical developments
because the Soviet Union can train more
scientists and engineers from its huge
population and because of its preferential
treatment of scientists and engineers.
Cuban Outlet Suspended 24 Hours
ALTHOUGH there is no "legal" censor-
ship in Cuba, broadcasting by Radio Reloj
in Havana, the news and time station of the
CMQ network, was suspended for 24 hours
June 10 by Ramon Vasconcelos, minister
of communications. Mr. Vasconcelos or-
dered the suspension because of a broadcast
the previous week reporting a clash between
Government troops and the forces of Fidel
Castro, rebel leader, at Cana Brava in Ori-
ente Province.
CBC Rules on Deodorants
DEODORANT advertising is to be allowed
on CBC radio and television networks, pro-
vided positive advertising methods are used,
Walter E. Powell, CBC commercial man-
ager, has announced at Toronto commer-
cial headquarters. Advertising copy has to
be approved by the CBC commercial ac-
ceptance division. Until now deodorant ad-
vertising on Canadian networks has been
limited to household deodorants. Personal
deodorants may now be advertised with cer-
tain copy limitations, including that of "so-
cial acceptability." and demonstrations that
do not become too personal.
It is expected that as a result of the lift-
ing of the ban against such advertising, a
number of deodorant makers will use radio
and tv network shows this summer.
Religious Radio-Tv Workshop
Opens on July 29 in New York
U. S., Canadian and other foreign religious
leaders will meet in New York again this
summer for a two-week International Reli-
gious Radio-Tv Workshop, it was announced
last week by the sponsoring National
Council of Churches of Christ (USA). The
annual conference begins July 29.
Included in the seminar are tours of net-
work studios and talks by religious and
commercial broadcasters. These include
Pamela Ilott, CBS director of religious
broadcasts; Gordon Alderman, program di-
rector at WHEN-TV Syracuse; Rev. Dana
Kennedy, executive director of radio and
television for the Protestant Episcopal Na-
tional Council, and Rev. Charles H. Schmitz,
broadcast training director for NCCC.
Purpose of the 14-day study of broad-
casting is to familiarize the clergy with what
NCCC calls "the best way to reach most
people with the gospel" — through television.
CBC Outlets Not Exempt
CBC radio and television stations are not
exempt from prosecution under the Lord's
Day Act, Ontario Chief Justice J. C. Mc-
Ruer ruled at Toronto on June 7. The CBC,
CKEY Toronto, and three Toronto news-
papers are charged with violating the Lord's
Day Act on March 17. With the ruling
against the CBC, trial of the stations and
newspapers is to be held at Toronto on
June 19.
The charges under the Lord's Day Act
were laid by the Ontario Attorney-General
on the issuance of a Sunday newspaper by
the Toronto Telegram on March 17. The
charge under the Lord's Day Act is for
gathering and disseminating news and ad-
vertising on Sundays, work not considered
"a work of mercy or necessity," which types
of work are allowed under the 50-year old
legislation.
CBC Establishes Export Unit
CBC has established an export department to
handle sales of Canadian-produced tele-
vision programs. The department was made
necessary by the continuing demand for
Canadian tv programs in Great Britain. The
new export department is part of the CBC
commercial division. Gunnar Rugheimer,
has been appointed manager of the new
export department.
In the past year CBC has sold 20 film
recordings of its tv dramas to the British
Broadcasting Corp.
Broadcasting
Telecasting
ROGER HODGKINS, Chief Engineer, WGAN-TV, Portland, Maine, SAYS
. UJGfln-TV
ft£poRTinnDi3
"After 1 500 hours of on-scene operation, this
G-E camera tube still shows no stickiness!"
"^HE General Electric camera tube I'm hold-
ing has given WGAN-TV more than 1500 hours
of top-grade service. And that's with target volt-
age up. Count the time the filament was lit during
camera warm-ups, and you can increase the
hours even more.
"At no time has there been a fall-off in picture
quality. Resolution is still excellent, burn-in is
negligible. In fact, we can use this G-E tube today
and be sure of sending out a signal that meets
WGAN-TV's high quality standards.
"Our General Electric camera tubes match
WGAN-TV's policy of using only the finest
equipment. They produce superior pictures and
return full-dollar tube life, a combination that
is helping us maintain WGAN-TV's reputation
of 'traditionally Maine's finest'."
For quality performance that will please vour
audience and your advertisers, replace with G-E
Broadcast-Designed image orthicons! Your local
General Electric tube distributor stocks GL-
5820's. Phone him today! Distributor Sales.
Electronic Components Division, General Electric
Company, Schenectady 5, New York.
Progress Is Our Most Important Product
GENERAL® ELECTRIC
STATIONS
YOUNG QUESTIONS 'POWER' RADIO
YOUNG
ADAM YOUNG Inc., New York station
representative whose list includes several
radio outlets with high power, last week said
in effect that a so-called "powerhouse" radio
station is not necessarily powerful as an ad-
vertising medium in today's market. It did
so by releasing the second in a series of
three critical surveys on the status of radio
in the U. S. today [B»T, May 13; Closed
Circuit, lune 3],
The study states that "implied effective-
ness, based upon facilities alone, e. g..
power, coverage,
cannot measure a
station's true ad-
vertiser value. It
also implies that a
good deal of the
power boasted by
"powerhouse" sta-
tion managers is
purely physical and
that this is not the
sort of "power" to-
day's advertiser
needs. Rather, the
power that sells is
programming popularity, the report con-
cludes.
The report wastes little time getting to
specifics. In fact, it signals its punch on the
cover page, by quoting the Roman states-
man-poet Cicero: "Power ... is so far from
being desirable in itself that it sometimes
ought to be refused, and sometimes to be
resigned."
Things have changed, the report says.
"A few years ago," it states, the "power-
house stations" offered dominance of market,
coverage of other, adjacent markets, and
penetration of vast rural areas. Further-
more, their rates — "at that time" — were "in
reasonable alignment with delivered audi-
ences."
But no more do these conditions hold
true, the report claims. With the growth of
tv and the decline of radio networks, local
stations have proven beyond a doubt that
it's the popular acceptance of its program-
ming, not the power, that has accounted
for their "spectacular audience gains." (To
back up this claim, the Young study cites a
comparison look at Pulse share of audience
data between November 1952 and Novem-
ber 1956. Clear channel stations [FCC
Classes I and II] have gained, but regional
and local stations [Class III and IV] have
bypassed them in audience.)
The report goes on: "Often a powerful
station will encompass several markets with-
in its signal area (exclusive of its local mar-
ket). It would appear, therefore, that the
advertiser using such a station eliminates the
need for employing local radio in each of
these markets. While such reasoning was
applicable a few years ago, audience meas-
urements do not substantiate this theory to-
day. There are few major markets which
are not served effectively by local independ-
ent stations. Consequently, listeners need
not rely upon stations many miles distant
from their own market for entertainment
and information." Again, Pulse is cited as
proof.
But, said the Young study, this does not
mean that "powerhouse stations" no longer
serve advertisers' needs. In the case of
Tampa-St. Petersburg, where the "outside
area" constitutes a sizeable percentage of
the twin-city market, the effective buying
income of the non-metropolitan area (76%
of the metropolitan EBI) is "virtually as im-
portant as the metropolitan market area
itself to national advertisers," thus, power
is required. On the other hand, in Phoenix,
Ariz., the outside area's effective buying in-
come is but 39% of metropolitan Phoenix'
FBI, thus, that area's importance is consid-
erably reduced so far as national advertisers
are concerned.
Another argument of the powerhouse
stations is that they reach America on the
move, the car audience. But, asks Young,
how many drivers are aware of the station's
existence, e.g., call letters, frequency, if
^these stations do not promote themselves via
highway billboards? "Furthermore," the
study says, "programming must be adaptable
to the desires of the traveler (i.e., road bul-
letins, weather reports, news, and non-dis-
tracting entertainment). This format is usu-
ally characteristic of the independent sta-
tion. . . .
"It is seldom that this 'auto-plus' audience
is of sufficient value to the advertiser by it-
self to justify paying the higher rates as-
sociated with the more powerful stations
(again, the exception would hold true in
tourist-heavy areas such as Florida)."
In discussing this latest report, Mr. Young
and his radio research vice president. Bill
Crumley, pointed out that they had "no axe
to grind," but that the survey merely re-
flected the Young firm's credo: "Local pro-
gramming on the grass roots' level." Mr.
Young said that he felt network program-
ming was more a liability than an asset to a
station's standing. Asked whether this report
could possibly injure the rep firm's standing
with its own client roster, or at least a seg-
ment of it, Mr. Crumley said: "It's a chance
we have to take. . . . What's good for radio
is good for us."
Bob Hope Group Pays
$3 Million for WREX-TV
A SYNDICATE headed by Bob Hope has
bought WREX-TV Rockford, 111., from
Greater Rockford Television Inc. for $3
million, subject to FCC approval.
Mr. Hope, Martin Gang, James Saphier.
Albert Zugsmith, Arthur Hogan and Ash-
ley Robison comprise the organization buy-
ing WREX-TV. Messrs. Hope, Gang and
Saphier are majority stockholders of KOA-
TV Denver. Messrs. Zugsmith and Hogan
have interst in KVSM San Mateo. Calif..
KBMI and KSHO-TV Las Vegas, Nev.. and
KULA-AM-TV Honolulu, Hawaii. Mr.
Hogan also owns KFOX Long Beach, Calif.
WREX-TV operates on ch. 13. with power
of 45.7 kw visual, 22.9 kw aural and antenna
height above average terrain of 660 ft. The
station is affiliated with ABC and CBS and
began operation Oct. 1, 1953.
Greater Rockford owners include Bruce
R. Gran and WROK Rockford. Mr. Gran
is theatre owner and WROK interests pub-
lish the Rockford Star and Register-Repub-
lic.
A Greater Rockford balance sheet dated
ABC-TV saluted KTVI (TV) St. Louis last Wednesday with a presentation entitled.
"No More St. Louis Blues" [B«T, June 3], during which it presented ABC-TV's
"gains in the network picture, its improved coverage throughout the country and
the outlook for the coming season" to some 500 advertising and broadcastine renre-
sentatives. The presentation also noted KTVI's recent switch to vhf and its ABC-TV
affiliation. Pictured at the meeting are (1 to r) Jack Davis, vice president of Blair-Tv,
Chicago; James Aubrey, vice president in charge of programming and talent for
ABC-TV; J. J. Bernard, vice president-general manager of KTVI; Joseph Thul, ad-
vertising manager of 7-Up Co., St. Louis, and alternate sponsor of ABC-TV's Tales
of Zorro, and Oliver Treyz, vice president in charge of ABC-TV. KTVI plans to
carry almost all regularly scheduled ABC-TV programs in the fall.
Page 90
June 17, 1957
Broadcasting
Telecasting
June 30. 1955. showed a surplus of S8.500.
Net income from June 30. 1955. to Feb.
29. 1956. totaled S99.500. Long term liabili-
ties as of Feb. 29. 1956. were about
S270.000. Broker: Albert Zugsmith Corp.
Other sales announced last week, also sub-
ject to FCC approval, were:
James Broadcasting Co. has bought
WLOW Portsmouth. Ya.. from Winston-
Salem Broadcasting Co. for S250.000. James
principals include John Quincy. real estate
dealer: Richard Maguire and James J.
Maloney. attorneys, and Arthur Haley, gen-
eral manager and 4.7% owner of WORL
Boston. Messrs. Quincy. Maguire. Maloney
and Haley each own 24% of the James Co.
The station is an MBS affiliate on 1400 kc.
250 w unlimited. Broker was R. C. Crisler.
Doris Brown and associates have sold
WHBG Harrisonburg. Ya.. to Robert C.
Currie Jr.. and Frederick R. Griffiths for
S65.000. Mr. Currie has a minority in-
terest in WXEX-TV Petersburg. Ya. Mr.
Griffiths is operations manager of YVJAR-
TV Providence. R. I. WHBG operates on
1360 kc. 5 kw daytime. Broker was Paul H.
Chapman Co.
KIHO Sioux Falls. S. D.. has been sold
to James A. Saunders and John W. Hazlett
by Leslie P. Ware for S65.000. Mr. Saund-
ers is auto executive and Mr. Hazlett the
sales manager of WDGY Minneapolis. The
1 kilowatter operates on 1270 kc. with the
use of a daytime directional antenna. Broker:
Hamilton. Stubblefield. Twining & Assoc. '
Night Radio 'Prime,'
Reports PGW's Teter
AN answer to current attempts to get radio
stations to make substantial cuts in their
nighttime rates is being released today ( Mon-
day) by Peters. Griffin. Woodward Inc.
Robert H. Teter. PGW vice president and
radio director, said studies conducted by his
firm over a period of 10 months show that,
dollar for dollar, nighttime is already "prime
time" in terms of audience opportunity for
radio advertisers.
Nighttime spot radio rates now in effect,
he said, enable an advertiser to buy 9.6%
more radio families at night (between 6 and
10 p.m. ) than in the most-sought-after morn-
ing times (6:30-9 a.m.). Under current rates
the advertiser can get that much more at
night for the same expenditure and with
essentially the same audience composition.
Mr. Teter asserted.
The PGW' statement made no reference
to the current movement, spearheaded by
the representation firm of Edward Petry &
Co.. to encourage radio stations to cut night-
time prices to approximately one-half of
daytime charges in order to entice more
advertisers into evening periods [B»T. May
27]. But there seemed little doubt that, al-
though the origin of the PGW' study pre-
dated the Petry move by several months,
the release of the data was intended at
least in part to offset rate-cut drives.
Mr. Teter said. '"Broadcasters and adver-
tisers should examine their position and
attitudes toward nighttime spot radio broad-
casting to make sure they are not over-
looking one of the most powerful selling
opportunities in advertising."
The PGW study covered client stations in
23 markets of all sizes, embracing more than
30% of all U. S. radio homes, officials ex-
plained.
It also showed, they said, that the com-
position of audiences is substantially the
same day and night. For instance, they
pointed out. it was found that there is a
slightly larger percentage of men listeners
at night (42% ) than in the morning
(39% ).
Crowell-Collier Lost
But Profited on KFWB
THE acquisition last year by Crowell-Col-
lier Pub. Co. of KFWB Los Angeles helped
the publishing firm offset its threatened S5
million loss for 1956 to the amount of S61.-
701.68. according to a stockholder report
issued last week. The report confirmed in
black and white that 1956 was a bad year
for the company.
Crowell-Collier. lacking a president (fol-
lowing the resignation Feb. 15 of Paul C.
Smith), is operating under Sumner Blos-
som, former American magazine editor. As
chief executive officer, he reported:
• Crowell-Collier's consolidated loss for
1956 was S4.4 million. This follows a mae-
WAKR
HOOPER RADIO AUDIENCE INDEX
Share of Radio Audience — Akron City Zone
MORNING (7AM-12 NOON)
Monaay thru Friday
JAN. thru MAR., 1957
WAKR 50.2
Station
Station
4.9
13.0
Station "C" 24.2
Station "D'
Station "F
2.0
2.8
AFTERNOON (12 NOON TO 6 PM)
Monday thru Friday
JAN thru MAR., 1957
WAKR 39.7
■ Station "A" 6.0
Station "B"
Station "C
Station "D'
Station "E"
13.1
28.9
2.3
6.9
NIGHT (6 PM -10:30 PM)
Monday thru Friday
OCT. thru DEC, 1956
WAKR 57.7
9.8
18.4
3.0
Station "A"
Station "B"
Station "C"
Station "D"
Station "E"
Clevtland Stations »ith primary servite in Akron
NIELSEN NCS AND PULSE ALSO AGREE THAT WAKR IS A DECIDED FIRST.
Represented Nationally by BURKE-STUART Company, Inc.
• NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO
WAKR - TV • WAKR - RADIO
RADIO-TELEVISION CENTER — 853 Copley Road — Akron 20, Ohio
Broadcasting
Telecasting
June 17, 1957
Page 91
STATIONS CONTINUED
Howard E. Stark
BROKERSondHNANaMw
RADIO and lt.L.^
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
, THE PEOPLE'S CHOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radto-Active" MBS
< rt,-^r;7DAYS 6 NIGHTS
It,
Iper person
i jig-,.- aouWei
$4650
# including MEALS
at 44th and the OCEAN V
Overlooking the F0NTA1NEBLEAU MIAMI BEACH
azine loss of approximately $8 million, an
additional $1.6 million loss arising from the
magazines' suspension (Collier's, Woman's
Home Companion and American); a con-
solidated profit of $5.1 million on sales of
$26,405,712 from diversified sources (e.g.,
KFWB, Crowell-Collier Record Clubs, P.
F. Collier & Son, etc.). As of Dec. 31,
1956, the firm owed $3.5 million to cred-
itors in the magazine trade, but aggregate
payment of $2.4 million has been made
through this past May 21. It has paid $622,-
750 to Cowles Magazines. Curtis Pub. Co.
and McCall Corp. for assuming unfilled
magazine subscriptions and will pay another
$1.8 million in installments running into
1958.
• It has arrived at a settlement with its
former employes regarding severance pay
by adding $645,000 to the $500,000 it has
paid out already. Settlement will be made
in installments between now and the second
half of 1958. This was the result of legal
action taken by the employes against the
parent company. But still pending is a
$300,000 suit launched last year by former
KFWB General Sales Manager Morton Sid-
ley.
Despite these and other liabilities plagu-
ing the company, its new board chairman,
Wilton D. Cole, predicted a brighter future
for Crowell-Collier. Optimism is based on
the continuing sales gain of its book-pub-
lishing subsidiary, its record clubs and
KFWB. "This station," Mr. Cole said, "is
located in one of the best and most rapidly
growing radio broadcasting markets in the
U. S. and your management believes that
the outlook for the growth of this subsid-
iary is good."
Attorneys See No Legal Bar
To Giving L. A. Revenue Data
THERE is no legal objection to supplying
the city clerk of the city of Los Angeles
with information concerning the sources of
revenue of radio and tv stations, the location
of offices, studios and transmitters and the
division of audience inside and outside of
city limits, in the opinion of a committee of
broadcast attorneys who met last Wednes-
day to discuss the proper legal approaches
to the request of the city for this information
[B*T, June 3].
The goal is to determine a formula for ap-
plying the city's sales and use tax to broad-
cast operations if they are determined to be
taxable.
While the final decision is of course up to
the management of the individual broadcast
stations and networks, their lawyers agreed
that providing the city with this sort of in-
formation would in no way constitute a
concession as to taxability, Richard Jenks
of CBS, chairman of the committee, said.
The group stressed, however, that in provid-
ing this information the broadcasters should
show clearly how much of their business
comes from advertisers and agencies from
outside the city, how much of their physical
plant (studios, transmitters, offices) is located
outside city limits and what percent of their
total audience listens or views from outside.
On the last point, Mr. Jenks said that several
stations have estimated that only about 30%
MR. OBERFEtDER
of their audience is located inside the city
of Los Angeles.
The committee, organized at the sugges-
tion of Southern California Broadcasters
Assn., but including attorneys from tv as
well as radio stations and networks, will hold
another meeting this week, Mr. Jenks said.
Attending last week's meeting were Harry
Warner of KTLA (TV), Bruce Baumeister of
KTTV (TV) and William Whitsett of Don
Lee Broadcasting System. Robert P. Myers.
ABC. and Richard H. Graham, NBC. were
unable to be present last week, but are ex-
pected at future meetings.
Oberfelder Quits Burke-Stuart;
Kerr Temporary Replacement
THE 1 3-month association by Theodore I.
Oberfelder with Burke-Stuart Co., New
York, station representative, ended Thurs-
day with the announcement by B-S Board
Chairman John M.
Keating that Mr.
Oberfelder and he
had agreed upon a
termination of
services. Mr. Ober-
felder. former sales
vice president of
WABC New York,
had served as pres-
ident of the firm
since May 1956.
No successor
has been designat-
ed, but Mr. Keat-
ing temporarily has appointed Allan Kerr,
general manager, to be in charge of the
representation company.
Mr. Keating's statement read in part:
"The agreement provides that Oberfelder is
relieved of his duties immediately and he
has resigned." Mr. Oberfelder said that the
parting was "amicable," that he had asked
to be relieved, but that he had nothing but
the highest regard for Burke-Stuart. He
said he intends to go into station ownership
and that he has "two or three" properties
lined up which look "promising."
Morris to Be KNUZ Partner
DAVID H. MORRIS, KNUZ Houston sta-
tion manager since
station began in
1948, will become
a member of the
Veterans Broad-
casting Co., the
partnership which
owns the station,
under terms of an
agreement an-
nounced June 12.
The transaction is
subject to approval
mr. morris by the FCC.
^^W^W Number One
SAN FRANCISCO /
kdby/
HOOPER — PULSE J
NIELSEN /
Page 92 • June 17, 1957
KOSI — See Forioe
KOBY — See Petty
Broadcasting • Telecasting
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Broadcasting
Telecasting
June 17, 1957
Page 93
STATIONS CONTINUED
Kl MA-TV
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The unprecedented area dominated by Cascade's
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to the nation's LARGEST EXCLUSIVE COVERAGE.
The sum total of this unchallenged exclusivity is
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• PORTLAND
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NATIONAL REPRESENTATIVE:
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SEATTLE AND PORTLAND: MOORE AND ASSOCIATES
MOSCOW — Premier Bulganin made them laugh when he told Bea Johnson's group
of pioneering U. S. broadcasters that he knew they would not be allowed to tell the
truth about the Soviet Union when they got home.
At the historical interview (Datelines item, facing page) are (1 to r, front row)
Ruth Gallagher, Boston broadcaster for the Dept. of Agriculture; Freddie Seymour,
WBET Brockton, Mass.; Miss Johnson, women's director of KMBC-AM-TV Kan-
sas City, Mo., and organizer of the tour; Mildred Alexander, WTAR-AM-TV Nor-
folk, Va.; (I to r, back row) Jean Couper, WXYZ Detroit; Lee Knight, WSPD-AM-
TV Toledo; Premier Bulganin; Bernice Hulin, WOI-TV Ames, Iowa; Sherrill Thrai-
kill, assistant to Miss Johnson; Eleanore Pagnotti, WPTS Pittston, Pa. Others on
the tour were pictured in B»T May 6.
DATELINES
Newsworthy News Coverage by Radio and Tv
PLYMOUTH — Radio and television ran
ahead of the crowds gathered at Plymouth
Rock, Mass., to start coverage of the arrival
of the Mayflower II days before it was an
accomplished fact.
WEEI Boston dispatched a cabin cruiser
and an airplane Sunday, June 9. to start the
story 200 miles at sea. As interest mounted
in the days following, WEEI broadcast ship-
to-shore reports from its cruiser, which
carried, in addition to station and CBS
staffers, Mrs. Joseph Meany, mother of the
Mayflower II cabin boy, and the Plym-
outh Plantation Committee, headed by
Henry Hornblower II. WEEI newsmen
broadcast the landing Thursday from two
booths at the reception center in Plym-
outh, where ceremonies took place.
WBZ-TV Boston welcomed the latter day
pilgrims with four cameras to chronicle
their progress from the bay to shore. Posted
on land, sea and in the air, WBZ-TV crews
handled extensive local and NBC-TV cover-
age slotted throughout the day Wednesday
and Thursday. Highlight of Thursday cover-
age of the landing was an hour telecast of
the colorful welcoming, sponsored on WBZ-
outh, where ceremonies took place.
The plane sent out by WNAC-TV Boston
and the Yankee Network sighted the famous
bark Sunday. From that point WNAC and
WNAC-TV followed the Mayflower II into
harbor, detailing its course in live pick ups
and newsfilm. Boston stations installed
special lines at Plymouth and Province-
town to handle the event.
WCRB Boston added another dimension
to its spot interviews and reports of the
landing by programming a salute using
music of the Mayflower I era. WORL
Boston chartered a private plane to see the
squarerigger to shore. Its tapes were on the
air within one hour of the event.
Reports by WHDH Boston during the
week of the ship's arrival were fed to
WWDC Washington and WFBR Baltimore.
They began Sunday when a special North-
east Airlines radio-tv flight sighted the little
vessel, continuing from a charter boat via
ship-to-shore reports Monday night off Nan-
tucket Light, going on to Provincetown,
and climaxing at Plymouth Thursday.
There the hometown station, WPLM
Plymouth concluded the story it had begun
"KRIZ Phoenix plays the most ro-
mantic music!"
Page 94 • June 17, 1957
Broadcasting • Telecasting
nearly eight weeks ago at Plymouth, Eng-
land. At that time WPLM covered the
embarkation by trans-Atlantic telephone
[B«T. May 6].
MOSCOW — May Day tapes collected here
by Bea Johnson of KMBC-AM-TV Kansas
City and the group of colleagues she organ-
ized for a precedent-breaking tour are
being heard currently on stations across
the United States. Miss Johnson and her
group (photo facing page) were said to be
the first group of Americans ever admitted
to Moscow on May Day, the first group- of
American women ever to visit the U.S.S.R.,
and the first news group in the world to re-
cord interviews with Premier Bulganin and
Marshal Zhukov.
At the time the photograph was taken.
Premier Bulganin had just spoken the widely
quoted, "I do not want to make one of you
a communist. No! I want only one thing.
When you are back home you'll tell your
people truthfully about us . . . But it will be
very difficult for you. . . . You will not be
allowed to tell all these things — and if you
start to do it — you will be fired from your
job."
However, Miss Johnson reports the tour-
ing broadcasters are back on the job in the
U. S. and are running a series of broadcasts
based on a wealth of taped material they
gathered, and supplementing the story of
what they heard with what they saw.
The May Day tour was the fruit of two
years' effort on the part of Miss Johnson.
She had taken a group of broadcasters to
the Big Four conference in Geneva in 1955.
There Pravda newsmen suggested bringing
a similar group to Russia and suggested May
Day as the time to see the most people and
get the biggest story. But, they added, Ameri-
cans could never be received that day be-
cause May Day was a family affair.
Miss Johnson came home and contacted
all the officials, experts, and travel agents
she could find. She talked to foreign cor-
respondents who had tried repeatedly to get
recorded interviews with top Soviet brass.
"Impossible," was the answer on all sides,
both to the question of a May Day tour
and to recording interviews. She wrote
twice to Ambassador Georgi Zaroubin. No
reply. She wrote Intourist, Russia's official
tourist bureau. No luck. Her children started
posting signs at home, "Bears Ban Bea." For
days Miss Johnson and her secretary got up
before dawn to telephone Russia. In the
midst of this effort a travel agency received
a cable that the Soviet Union had granted
visas for a May Day visit. The next day
telephone service improved, and Miss John-
son got a good connection with Moscow.
Through an interpreter she heard that all
her wishes would be granted.
Many of them were, when the women got
to the Kremlin. Twenty-three officials Miss
Johnson had asked to interview on tape were
on hand at conferences, luncheons and re-
ceptions arranged for them. Miss Johnson
and her group got their unprecedented re-
corded interviews and left the next day for
Czechoslovakia and Hungary. But there the
red carpet ran out. Official interviews Miss
Johnson had tried to arrange in those Iron
Curtain countries were canceled.
PAUL HEINECKE, President
LICENSING THE PERFORMANCE,
MECHANICAL OR SYNCHRONIZATION RIGHTS IN
"THE BEST MUSIC IN AMERICA"
TO THE ENTIRE ENTERTAINMENT INDUSTRY,
RADIO, TELEVISION, MOTION PICTURE,
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A REPERTORY OF DISTINCTION
OUR 26TH YEAR
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Broadcasting • Telecasting
June 17, 1957 • Page 95
MEMO - T1MEBUYERS!
STATIONS CONTINUED
WILK
packs the kind of
SALES WALLOP
The big boys Look for!
When MAJOR ADVERTISERS want
their story to REACH the radio
audience in the WILKES-BARRE
METROPOLITAN AREA they do it
WITH WILK.
Big advertisers like Pepsodent — Beech
Nut — Listerine — use WILK for their com-
plete radio campaign. They know from
past experience WILK gets their message
to the greatest listening audience in
the rich Wyoming Valley area.
Atlantic Refining has sponsored the Phillies base-
ball games on WILK for the past six years.
PULSE PROVES
Call Avery-
Knodel, Inc.
Wilkes-
Bar re Pa.
Hellmut Kirst
THESE REVIEWERS:
Dumas Malone; Gilbert E. Govon;
Bernardine Kielty; Richard Powell
Frederick J. Hoffman; David Lavender;
Nina Brown Baker; David Magar-
shack; Donald Elder; C. L. Douglas.
WFGA-TV JACKSONVILLE, FLA., expected to be on the air sometime in mid-summer,
will be a basic affiliate of NBC, according to a joint announcement by George
Hodges, president of the permittee Florida-Georgia Television Co., and officials of
NBC. Pictured at the announcement are (standing 1 to r) : Bernard Koteen, WFGA-
TV counsel; Mitchell Wolfson, vice president of WFGA-TV (and president of
WTVJ [TV] Miami), and Ralph W. Nimmons. general sales manager, of the new
ch. 12 facility. Seated (1 to r) are: Donald J. Mercer, NBC station relations director;
George H. Hodges, president of WFGA-TV; and Jesse H. Cripe, station manager.
KVEC-TV Changed to KSBY-TV
CALL letters for KVEC-TV San Luis Obis-
po, Calif., have been changed to KSBY-TV,
according to John C. Cohan, president of
the station.
The change is part of KVEC-TV program-
ming expansion that gives that station the
same on-the-air schedule telecast by KSBW-
TV Salinas-Monterey, Calif. A newly-con-
structed microwave relay system is being
used by the two stations. Both outlets now
are affiliated with CBS, ABC, and NBC and
are equipped for network color.
Fred Beck, former manager of KVEC-TV
has moved to Salinas to become operations
director for the combined stations. Rowena
Kimzey was transferred from KSBW-TV to
KSBY-TV as resident manager.
Irvine New KROW Manager
JACK IRVINE was appointed general man-
ager of KROW Oakland, Calif.. Sheldon F.
Sackett, president of KROW Inc., announced
last week. Mr. Irvine was general manager
of the Sackett properties during the past
year, residing in Portland. He now moves
to the organization's regional headquarters
in Oakland. He will assume active manage-
ment of KROW, and handle regional man-
agement duties as well.
Miller Renews WIND Contract
DISC JOCKEY Howard Miller has renewed
his contract with WIND Chicago, Westing-
house Broadcasting Co. outlet, according to
Ralph L. Atlass, general manager. In an-
nouncing his decision to remain with WIND,
Mr. Miller declared that an independent ra-
dio operation is more effective for a disc
jockey. According to WBC, several local
columnists had speculated that when Mr.
Miller's contract with the station runs out
in July he would move to a local network
station. Mr. Miller has a daily 15-minute
show on CBS Radio.
CBS Unit Opens St. Louis Office
CBS Radio Spot Sales last week announced
it is opening a St. Louis office, its seventh
in the U. S. Gordon F. Hayes, general man-
ager of CBS Radio Spot Sales, said the office
would expand services to national advertisers
in the central part of the country. Other
offices of CBS Radio Spot Sales, which has
marked considerable growth since its crea-
tion in 1932, are maintained in New York,
Chicago, Atlanta. Detroit, Los Angeles and
San Francisco.
Devney Opens Chicago Offices
DEVNEY Inc.. radio-tv station representa-
tive, has announced the opening of new
offices at 185 N. Wabash Ave., Chicago,
with Rudolph Nelson as manager, effective
last June 1. Devney stations formerly were
handled in that city by Hal Holman, Chi-
cago manager, Hal Holman Co., representa-
tive firm. E. J. Devney, president of Devney
Inc., will continue handling Holman stations
out of his New York office.
SAN FRANCISCO
HOOPER — PULSE
NIELSEN
KOSI — See Forjoe
K08Y — See Petry
1
BROADCAST MUSIC, INC.
589 FIFTH AVE., NEW YORK 17, N Y.
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONTREAL
Page 96 • June 17. 1957
Broadcasting • Telecasting
EDUCATION
RCA to Install C-C Tv System
In Georgia Elementary School
WHAT is said to be the nation's first
state-sponsored educational closed-circuit
television system will be installed this sum-
mer by RCA for the Georgia Department
of Education, it was announced last week
by Dr. M. D. Collins, state school super-
intendent, and E. C. Tracy, manager, RCA
broadcast and tv equipment department.
The system will be installed in the Conley
Hills Elementary School. Fulton County, and
will go into classroom operation in Septem-
ber. It will serve primarily as a "laboratory"
installation for Georgia educators who are
studying the practicability of state-wide
teaching-by-television. The project was au-
thorized by the state board of education.
Mrs. Mary Grubbs is the tv coordinator
for the state department of education.
'The installation will mark the first time
to our knowledge that a state department of
education has established a pilot school to
explore the applications and potential of
educational television," Dr. Collins said.
"It also will mark one of the first per-
manent installations of educational tv facili-
ties at the grade school level."
Mr. Tracy said that the Conley Hills tv
system will be a multi-channel installation,
embracing four RCA tv camera chains
linked by closed-circuit with twenty-six RCA
Victor tv receivers installed in classrooms
throughout the school. Film and live educa-
tional tv programs will be originated from a
centralized tv studio now under construc-
tion within the school.
Two RCA "tv eye" cameras will be used
with individual 16 mm sound-film pro-
jectors for school-wide transmission of edu-
cational motion picture films. Two RCA
1TV-6 camera chains also will be installed
in the tv studio for direct pick-up of lectures,
demonstrations, and other live programs.
Signals from the four camera chains will
be fed to a Monitran, or miniature trans-
mitter, for amplification and distribution
throughout the school. The multi-channel
installation will enable each classroom to
tune in any one of the four school-origi-
nated film or studio programs, or any pro-
gram broadcast by local or network tv sta-
tions in the area.
NAEB Offers WBC-Made Series
^NATIONAL Assn. of Educational Broad-
casters will offer to its member stations three
of the program series produced by West-
inghouse Broadcasting Co. for its own radio
stations, according to Richard M. Pack,
WBC programming vice president. The
three series selected are Of Many Things, a
series of essays featuring Dr. Berger Evans;
Books and Voices, radio commentary on
nooks produced by John K. M. McCaffery,
and Growing Pains, featuring educator and
child psychologist Helen Parkhurst.
Purdue U. Workshops Begin
SUMMER workshops on use of tv for edu-
cation began at Purdue U.. Lafayette. Ind..
June 10-14. Additional sessions are set for
July 1-5.
Leaders of the workshops include Ju-
dith Waller, formerly NBC Central Div.
public affairs and education director; Ed
Wegener, radio-tv director, Polytechnic In-
stitute, and William Meadows, director of
radio-tv services and training, General Tele-
vision, Radio and Film Commission of the
Methodist Church.
Larsen, Three Others Named
In WGBH-FM-TV Appointments
APPOINTMENTS of a program manager
and three producer-directors have been an-
nounced by WGBH-FM-TV Boston, educa-
tional stations.
Robert L. Larsen. formerly producer-
director with the stations, becomes tv pro-
gram manager. New producer-directors are
Cabot Lyford. formerly with J. Walter ;
Thompson Co., New York, and Theodore
Steinke and Robert D. Squier, recipients of !
WGBH-TV scholarships at Boston U.
Receipt of a $15,000 grant from the Fund I
for the Advancement of Education by the
WGBH Educational Foundation also was
announced by Hartford N. Gunn Jr.. general
manager of the stations. Mr. Gunn noted
that the grant represents a significant first
step toward actual in-school television, the
goal for an estimated 150 live half-hour
programs being $56,000.
Boston Seminar Opens June 10
BOSTON U. will be host to about 30 ex-
perts in radio and television from 25 coun-
tries, who will participate in the 1957 Inter-
national Seminar on Radio and Television,
sponsored by the International Educational
Exchange Service of the U. S. Department
of State.
The seminar will be held from June 10
to October 11.
Tanski Wins WAAM (TV) Fund
THE WAAM (TV) television fellowship
for 1957-58 was awarded to Joseph S. Tan-
ski, Jr., producer-director at KYW-TV
Cleveland, the Johns Hopkins U., Baltimore,
has announced.
The fellowship, valued at $6,000. is for
graduate study at Hopkins, and is given to
persons professionally engaged in television.
EDUCATION SHORTS
WKY-AM-TV Oklahoma City, Okla., have
awarded scholarships to two U. of Oklahoma
students in memory of Hoyt Andres, late
manager of stations. Awards of $168 tuition
expense for one year went to radio-tv majors
Bob Cobb of McAlester, Okla.. and Sydney
Ruth Grant of Barlesville. Okla.
National Educational Tv Network, Ann
Arbor. Mich, premiered weekly film series.
The Written Word, featuring Dr. Frank
Baxter of U. of Southern California. Series
of 15 16mm films later will be made avail-
able to schools and adult organizations
through NET Audio Visual Center at Indi-
ana U., Bloomington.
RCA Institutes Inc. scholarships valued at
$1,958 each, for courses in advanced elec-
tronics, awarded to three New York high
school seniors — Robert F. Betts. Richard
C. Lehr and Sidney David — on basis of
competitive examination.
ONE OF THE
FIRST 100 MARKETS
WHBF
RADIO & TELEVISION
FIRST IN RADIO
1st In Downstate Illinois*
1st- In The Quad-Cities
according to NCS No. 2
* All 68 stations outside of Chicago
REPRESENTED BY AVERY-KNODEL. INC.
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-huvers who select ^ GN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
qualitv at low cost even more
attractive to you.
TBroadcastitmg * Telecasting
June 17. 1957 • Page 97
PROGRAMS & PROMOTIONS
MR. WILLIS
Willis Dials Lucky Number
In Contest by KDAL-AM-TV
HERBERT A. WILLIS, president of Herbert
Willis & Assoc., Minneapolis advertising
agency, dialed the lucky number in the
telephone contest
recently conducted
by KDAL-AM-TV
Duluth, Minn., and
for his trouble col-
lected a two-week
free vacation at
Burntside Lodge
near Ely, Minn.
To acquaint
agencies with the
KDAL - AM - TV
market story, the
stations installed
special telephones
in Minneapolis, Chicago and New York
offices. John Grandy, sales manager of
KDAL-TV, recorded a sales message, and
agencymen were invited to call his number.
KDAL-TV Commercial Manager Odin
Ramsland estimates that 75% of agency
people invited to make the telephone call
responded, and 30% took the trouble to
write KDAL-AM-TV, thereby becoming
eligible to win the vacation prize. Mayor
Eugene Lambert of Duluth, after drawing
Mr. Willis' name from entries, wrote all
contestants acknowledging entries.
Schuebel Wins WHTN-TV Prize
REGGIE SCHUEBEL, head of the New
York office of Guild, Bascom & Bonfigli,
was announced by WHTN-TV Huntington,
W. Va., as first prize winner of a Bermuda
trip in the station's sales slogan contest. A
$150 second prize went to Lee Gaynor,
Dancer-Fitzgerald-Sample, and $75 third
prize to Kay Knight, Gordon Best Co. The
contest was originated by Robert R. Tin-
cher, WHTN-TV general manager.
AAP Launches Popeye Promotion
THE first department store tie-in with the
AAP Inc., New York, merchandising cam-
paign on behalf of its Popeye cartoons was
held June 8 at Macy's department store in
New York. It drew more than 2,500 children
and their parents in a two-hour morning
period. Kiddies shook hands with "Captain"
Allen Swift, m.c. of the Popeye show on
WPIX (TV) New York, and received free
balloons. New Popeye record album was put
on sale at Macy's with 475 albums sold the
first day. A number of other Popeye licensed
items also were displayed and sold by the
store. Other stores in various cities were
slated to follow the Popeye-type promotion,
with Jordan Marsh of Miami set for last
week with "Skipper Chuck" of WTVJ (TV)
Miami appearing. The store campaign is
being handled by Paul Kwartin, director of
merchandising at AAP.
WSBT-TV Announces Success
With Medical Program Series
WSBT-TV South Bend, Ind., claims a pub-
lic service success with a minimum budget
on a four-part series designed to portray
"the people, the purpose and the progress
of medicine" in the community.
The station cooperated with the St. Jo-
seph County (South Bend) Medical Society
on four monthly half-hour programs. In
These Hands, and reports unusual success
and impact.
The show centered on the MD, recreating
roles of people and facilities. Live segments
were conducted by Dr. R. L. Sensenich,
past president of American Medical Assn.
Title and film format were developed by
Linder-Scott Assoc., South Bend tv produc-
tion agency, in cooperation with WSBT-
TV's public service and production depart-
ments.
Through use of a newsreel technique the
series contained staged re-enactments of
medical case histories. Local amateur ac-
tors were employed in key roles, with rigid
adherence to ethical standards. Subjects
were heart disease and treatment, pediatrics
and child care, family doctor's modern role
and doctors' training program.
CBS Series to Profile Churchill
PRUDENTIAL-CBS' new Twentieth Cen-
tury program series will premiere Oct. 20
with a special one-hour pictorial study of
Sir Winston Churchill. CBS Public Affairs,
producer of the series, stated last week.
The program on Sir Winston "in effect
epitomizes the concept, approach and prem-
Cincinnati's Most Powerful
Independent Radio Station
50,000 waffs of SALES POWER
CINCINNATI, OHIO
STATION
WC KY
On the Air everywhere 24 hours a day-seven days a week
ise of the series which will be devoted to
the immediate past, the present and the
future." The series will be made up of a
minimum of 26 shows, five an hour long
and the others half-hours. Prudential In-
surance Co. of America is the series' spon-
sor, and Reach, McClinton & Co., the
agency.
Late-Night NBC-TV Successor
To 'Tonight' to Star Jack Paar
COMEDIAN Jack Paar will star in a new,
late-night variety show on NBC-TV, it was
announced last week by Manie Sacks, vice
president, television network programs for
NBC.
The show will be telecast Monday through
Friday 11:30 p.m. to 1 a.m. EDT starting
in mid-July to replace the current Tonight
program. Format of the new show will hinge
on comedy, music, guests and audience
participation.
Mr. Sacks said top recording artists will
play an important part in the show's format.
Regulars in addition to Mr. Paar will be
an orchestra leader who will take an active
part in the proceedings, a 12-piece orchestra,
an announcer and two members of a three-
man panel. The panel will discuss and de-
bate current subjects, both in show-busi-
ness and out. A guest comedian will serve
as the third member of the panel each night.
WJR's '35 Eventful Years'
WJR Detroit has issued a 33 Vs lp. record
in connection with its 35th anniversary.
The record, entitled "35 Eventful Years —
1922-1957," contains the voices of Franklin
D. Roosevelt, Al Smith. Amos 'n' Andy,
among many others; the abdication address
of Edward VIII; a description of the bomb-
ing of the USS Panay by Japanese planes;
the 1938 first-round knockout of Max
Schmeling by Joe Louis; Orson Welles'
"War of the Worlds" and Winston Church-
ill's first speech as Prime Minister of Eng-
land.
WSTV-TV Issues Directory
WSTV-TV Steubenville, Ohio, CBS affiliate,
has prepared a comprehensive merchandising
directory for use by its sponsors. The
directory includes thousands of retailers in
the coverage area of WSTV-TV in categories
of department, variety, drugs, food and
hardware stores.
WAAT Plans New Music Format
WAAT Newark, to devote entire schedule
to its "tops in pops" format, will drop
Hometown Frolics next week to make room
for Music in the Mood from noon to 3
p.m. Uninterrupted popular music also will
be heard from 9 p.m. to midnight on
Stardust Seranade. The music will be unin-
terrupted except for commercial and/ or
service breaks at the quarter-hour mark.
WAAT said. News and weather on the
hour will continue, as will current public
service heard nightly from 8:05-9 p. in.
Morning edition of Hometown Frolics (6-9
a.m.) also continues.
Page 98 • June 17, 1957
Broadcasting
Telecasting
BEHIND EVERY
VOLUME CONTROL
KNOB IS A
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WORLD'S LARGEST MANUFACTURER OF ATTENUATORS
NBC Reports 'Chain Lightning'
Now in Force in 4,000 Markets
"CHAIN LIGHTNING." NBC Spot Radio s
plan for merchandising by point-of-sale dis-
play, is now in operation in more than 4.000
chain and independent supermarkets in
metropolitan areas of six major cities, ac-
cording to Jack Reber. director of NBC-
Spot Sales. Mr. Reber made the announce-
ment in connection with the mailing to
agency prospects this week of a brochure
explaining the plan's operation by radio
stations represented by NBC Spot Sales,
namely: WRCA New York. WRCV Phil-
adelphia. WRC Washington. WMAQ
Chicago. KNBC San Francisco and KGU
Honolulu.
Under the plan, the stations have con-
tracted with markets in their areas to pro-
vide special display space for advertisers.
Sponsors qualify for these displays by sched-
uling a spot radio campaign on one or more
of the "Chain Lightning" stations.
Station Presents Inter-Faith News
KRNT-TV Des Moines is presenting a live
weekly religious news telecast, said to be
the only program of this type televised in
Des Moines. Religious News, a KRNT-TV
News and Public Affairs Department pro-
duction, is a quarter-hour special four-man
team presentation of local, national and in-
ternational religious events.
CBS-TV Schedules Hockey
CBS-TV is scheduled to telecast 21 profes-
sional hockey games next season beginning
Saturday. Nov. 2. until final game of the
season in March. Bill MacPhail, CBS sports
director, stated that CBS-TV*s coverage of
10 games last season proved so successful
that this year the coverage is being doubled.
During the intermission periods a hockey
educational series will be presented to ex-
plain the rules and history of the game, as
well as provide interviews with players and
personalities.
1958's Radio Week: May 4-10
NATIONAL Radio Week in 1958 will be
held May 4-10. the week ending on Mother's
Day. It will be co-sponsored again by
NARTB, Radio-Electronics-Tv Mfrs. Assn.,
National Appliance & Radio-Tv Dealers
Assn. and Radio Advertising Bureau. The
recent May 5-11 radio promotion was de-
scribed as most successful of series begun in
1945.
KFBM-AM-TV Issue Service Book
KFMB-AM-TV San Diego have published a
50-page chronicle of public service called
In the Public Interest — Beyond the Call of
Duty. The hard cover, spiral-bound book
carries a foreword by Jack Wrather. presi-
dent of the stations, and a letter from San
Diego Mayor Charles C. Dail.
//; the Public Interest describes and illus-
trates contributions of the stations to civil
defense, education, public affairs, religion
and charities during 1956. Letters and press
clippings are reproduced. Figures on the
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Broadcasting • Telecasting
June 17. 195'
Paae 99
PROGRAMS & PROMOTIONS continued
value of donated broadcast time are given,
and four pages in the back of the book carry
tabulations of public service announcements
broadcast last year. Copies have gone to FCC
members.
WPAT Reminds Timebuyers
COPIES of May 25 New Yorker magazine
have been distributed to agency timebuyers
and others in the trade by WPAT Pater-
son, N. J., to remind them of the station's
advertisements in the magazine promoting
the "Gaslight Station." WPAT emphasizes
its "adult" audience and noted national spot
advertising on the metropolitan New York
outlet has increased 23 1 % in two years.
Wrestling Returns to WGN-TV
WRESTLING fare, only recently dropped
by WGN-TV Chicago as last of televised
grappling programs in that city, has returned
to tv — in color, this time. WNBQ (TV) an-
nounced it will air filmed Wrestling from
International Amphitheatre every Saturday
evening, with Fohrman Motors Inc. buying
the series for 52 weeks starting June 8.
Agency is Olian & Bronner Inc., Chicago.
The first six programs will involve color
film and others will be scheduled as they are
made available. The series replaces another
famous tv sport. Championship Bowling,
and features bouts originally staged by pro-
moter Fred Kohler.
WNYC Holds 'Opera Festival'
WNYC New York opened its week-long
"Seventh Annual Opera Festival" on June
9, scheduling more than 60 hours of operatic
programming during the period. The station
carried four radio premieres of American
operas and the American premieres of two
operas during the week. Among the well-
known operas broadcast were "The Marriage
of Figaro," "Othello." "II Trovatore," and
"Don Giovanni."
Summer Replacement for MacRae
KEN CARPENTER will serve as host-an-
nouncer on NBC-TV's Lux Video Theatre
during the summer months, while Gordon
MacRae is on vacation. The summer series
will present new programs, with no repeats.
Earl Ebi will produce, with David McDear-
mon, Norman Morgan and James Yarbrough
rotating as directors. Stanley Quinn is ex-
ecutive producer.
MBS Carries UN Radio Series
MBS has initiated new weekly program,
Around the World, (Sun. 6:05-6:30 p.m.
EDT). Produced by UN Radio, it offers a
regular roundup of UN news highlights,
interviews much world statesmen, true life
featurettes narrated by film stars and a
variety of special features reflecting UN
activies of 81 countries comprising the or-
ganization.
WVNJ HEEDS ITS OWN ADVICE, EARNS ADVERTISING S REWARDS
WVNJ Newark, N. J., believes strongly
in the old catch phrases: "It Pays to
Advertise" and "Practice What You
Preach." In fact, the station is spending
$400,000 to promote itself this year (50%
in trade agreements) — and with good
reason. This is why:
Last January, WVNJ was considered
"low man" among the three major sta-
tions in the northern New Jersey market
(which also penetrates the New York
area). For some time the station had been
mulling the idea of scrapping its "disc
jockey music-news plus 'hard sell' " for-
mat. It decided then to institute a format
stressing "Great Albums of Music." But
even with a product it considered superior
and likely to please, the station realized
it had an educational missionary job to
perform on listeners — and in a hurry.
Then and there, General Manager Ivon
B. Newman and his associates handed
over this project to Jay Victor & Assoc.,
Newark. The advertising agency and
public relations organization conceived
the plan of selling the station as a whole
rather than specific programming under
the theme: "Make It Part of Your Day"
(referring to listening to WVNJ). After
more than four months of building up
so-called "product identity" through vig-
orous on-the-air promotion, newspaper
advertising and various merchandising
moves, the station today points to these
accomplishments:
• WVNJ is 100% sold out in com-
mercial availabilities and is turning away
clients, as compared with 45% sold out
last January.
• Today 40% of the station's business
comes from national sponsors whereas
last January only 10% was national.
WVNJ's format, consisting of recorded
albums of music (show tunes, motion pic-
ture songs, standard tunes etc.) designed
for relaxed listening, plus five-minute
news segments broadcast every hour on
the hour. Announcers, as distinguished
from disc jockeys, deliver the commer-
cials and announce the musical titles with-
out any personal comment. Mr. Newman.
Stephen Van Gluck, the program di-
rector, and the station's music librarians
control the programming. There are no
disk jockey "spiels" about records.
To sell this package. Jay Victor &
Assoc. created the "Make It Part of Your
Day" motif, linking listening to WVNJ
to such customary and satisfying daily
activities as feeding the baby, eating a
hearty breakfast, playing with the family
dog. An advertisement that was broadcast
on the station and appeared in news-
papers on Good Friday (April 19) ap-
proached the station's theme in this way:
"Make It Part of Your Day. During
this holiday season — whatever your belief
— seek the spirit that has given you faith
and make prayer a part of your day.
Even the desert has flowers and the
dryest throat can sing a hymn. WVNJ
TOP ECHELON HUDDLE: Ivon Newman
(1.) and Edward W. Scudder Jr., general
manager and president, respectively, of
WVNJ, examine one of the 35,000 pro-
gram guides sent out monthly.
plays great albums of music. But the
greatest albums of all are in the voice
of man reaching for the ear of God."
At the outset, the advertisements ran
regularly in the Newark Evening News,
which owns the station, and the New
York Daily Mirror, which carried the
space on a trade deal. These advertise-
ments were aimed exclusively at the
listening audience. After two months, the
station decided to impress advertisers
with the growth in the station's listener-
ship and slanted advertisements in the
New York Times and the Newark News
to prospective sponsors. As further evi-
dence that it believes in the value of ad-
vertising, the station is earmarking $400.-
000 for a one-year advertising campaign,
including newspapers as well as trade
publications.
One important facet of the station's
overall effort to acquaint listeners and
advertisers with WVNJ's new "face-lift-
ing" was a free monthly program booklet
listing all "Great Albums of Music" selec-
tions to be played during the period.
Starting with about 10,000 requests for
the booklet in January. Mr. Newman said,
the figure jumped to 30,000 in two
months and continues to mount.
With the Victor agency, the station
has used another approach to reach New
York and New Jersey agencies. It has
reprinted 1,200 copies of each display
ad for distribution to time buyers and
also has sent them free programming
booklets.
The station recently raised its rates
from $9.50 to $12.50 for one-minute
spot announcements but business con-
tinues to increase, according to Mr. New-
man. He sees the foreseeable future as
"very bright" with an extension of the
formula that has paid off handsomely
to date: "Give the public a good product
— and advertise it and merchandise it as
any other product that is up for sale."
Page 100 • June 17, 1957
Broadcasting • Telecasting
IsYouft
BEST BUY
In The SCR ANTON MARKET
CBS-TV's Friendly Unfriendly
As Charges, NBC Helicopter Fly
NETWORK rivalry took to the air and sea
last week when CBS-TV charged NBC-TV
with using a helicopter Monday to buzz
the early-morning Jimmy Dean Show which
was emanating from the deck of the USS
Iowa at the International Naval Review in
Norfolk, Va. NBC-TV production person-
nel on the scene explained the incident was
"a. pure coincidence.'"
Edwin Friendly Jr.. CBS daytime program
director, claimed the helicopter was in con-
tact with the NBC control tower for the
full half-hour the Dean troupe was tele-
casting and remained "noisily stationary."
Semaphore signals, he said, were used to
"direct the broadcast sound receiving heli-
copter away." but these were not suc-
cessful. Mr. Friendly said NBC's explana-
tion about "coincidence" was "unconvinc-
ing" and hinted that the action might be
connected with the Jimmy Dean Show
"nosing out the NBC-Garroway slot in the
Nielsen war."
But NBC reiterated later in the week that
the event was a "pure coincidence." A
spokesman said the helicopter was up in the
air on a rehearsal run for the Home show
and the pilot was not aware of the incon-
venience he was causing the CBS-TV pro-
gram. The NBC spokesman said that a few
minutes after a U. S. Navy officer, serving
as liaison, apprised the network of the inci-
dent, NBC ordered the helicopter pilot down.
Producers of the Home show, he said, were
"distressed" about the episode.
Educational Series on WPIX (TV)
METROPOLITAN Educational Television
Assn. of New York has announced that
starting in the fall it will present a daily
half-hour educational program on WPIX
(TV) there. WPIX will donate the time
as a public service. The program series will
be aired 11-11:30 a.m. Monday through
Friday. One of the first presentations will
be The Living Blackboard, a series which
was produced by the Board of Education
and presented on WPIX for four years
starting in 1951. The new series is expected
to be seen in more than 1,000 classrooms.
Puerto Rico Likes U. S. Tv Shows
ABC Film Syndication has sent advertisers
and agencies a research bulletin designed to
show that in the Puerto Rican market U. S.
syndicated tv film shows dubbed in Spanish
have high audience appeal. Compiling figures
from the March Telepulse, ABC Film cal-
culated that four of the top 15 shows in
Puerto Rico (28.6%) are Spanish-dubbed
U. S. films, even though less than 11% of
all programs in the country are syndicated
films. The bulletin includes a list of ABC
Film Spanish-dubbed series, consisting of
Passport to Danger, Racket Squad, The
Three Musketeers. Code Three and Sheena,
Queen of the Jungle.
NBC Radio Totes Up Spots
For Public Service in 1956
IN 1956 NBC broadcast more than 1.000
one-minute television announcements and
2,600 one-minute radio announcements on
behalf of more than a hundred different pub-
lic service projects, according to "One Voice
That Speaks to Millions Instantaneously," a
booklet currently beins distributed bv the
network. The booklet is devoted primarily
to the network's contributions to worthy
causes.
These thousands of announcements have
created twelve billion viewer and listener
impressions, and, it is pointed out. if the
sponsoring asencies had paid for them, the
cost would have been $9 million. These
figures include onlv one-minute announce-
ments. Thev do not include the special pro-
grams scheduled by the network, public
service announcements scheduled bv adver-
tisers on their facilities, or countless personal
appeals by radio-tv personalities
Truman to 'Star' on CRS-TV
CBS-TV last week claimed a "beat" for its
Let's Take a Trip proaram. announcing
that the "star" of the show on Tune 30 will
be former President Truman. On that day.
the show (Sun., noon-12:30 p.m. EDT)
will visit the Truman Library in Independ-
ence, Mo., which will be opened to the pub-
lic for the first time July 6. The library con-
tains a replica of the White House Oval
Room (Mr. Truman's office when he was
president), a reproduction of his official desk
while chief executive and gifts the former
President has received from all parts of the
world.
Audubon Society Offers Series
NATIONAL Audubon Societv is offering tn
stations a tape recorded 13-week series of 15-
minute broadcasts featuring the songs and
calls of American birds, insects and other
wildlife. The series, recorded bv the LQbora-
tory of Ornithologv. Cornell U.. is n-rnted
by Rea Kine. director of radio-tv. Audubon
Societv. and originates from WT1C Hart-
ford. The series may be obtained from Na-
tional Audubon Society. 1130 Fifth Ave..
New York 28. N. Y.
Shouts Out; Silence Sells
A FIRST in sponsored "silence" is being
claimed by W. S. Roberts Inc.. Philadelphia
advertising asency. The aeency has arranged
a spot contract on behalf of General Elec-
tric Products and with WRCV. same city.
Each announcement starts with five seconds
of silence, followed by the personality quiet-
ly informing the listeners that "GE feels it is
not necessary to beat the audience's ear-
drums or bombastically shout in order to
gain their attention and tell the story of
G. E. products."
Chort bojed on average
Pulse ratings for 12 quarter
hours . 6:00 to 9:00 AM
November, 1956
A B C D
E ALL
OTHERS
For 27 years, Scranlon'j fop
salesman, Bill Pierce dom-
inates the audience in eight
Pennsylvania counties served
by WEJl.
Ifo&MEEKER
You're in
good company
on WGN-RADIO
Chicago
Top-drawer advertisers
are buying WGN
Join the nation's smartest
time-buvers who select \^ GN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.
THE METROPOLITAN VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "MrJ'Mw"MBS
Broadcasting • Telecasting
June 17, 1957 • Page 101
PROGRAMS & PROMOTIONS continued
WTMJ-TV Feature Offers Aid
To Meet Problems of Aging
LAST September Milwaukee's attention was
drawn to the growing problems of old age
by a weekly segment on Beulah Donahue's
daily Woman's World show on WTMJ-TV
Milwaukee.
The feature is called "The Vintage Years"
and presents discussions with experts on the
subject. Last month it flowered into a five-
day conference co-sponsored by WTMJ-TV
and the city recreation-adult education de-
partment, and the weeks following are seeing
the birth of a community-wide effort to help
senior citizens with their problems on a
continuing basis.
Miss Donahue's idea for a conference on
pre-retirement planning evolved after an
appearance on one of her shows by D. B.
Dyer, director of the Dept. of Municipal
Recreation & Adult Education of the Mil-
waukee Public Schools. The two collaborated
on the project that eventually drew more
than 600 private citizens, educators, govern-
ment and industry representatives to WTMJ-
TV's Radio City for the meetings May
21-25.
Daily sessions, held from 1:30-4 p.m.,
featured doctors, clergymen, sociologists,
educators, jurists and other leading citizens.
After speeches and panel sessions. Miss
Donahue each day led an audience brain-
storm session. At the conference's conclu-
sion a committee took the ideas generated in
five days and went to work. One of its
projects is assisting the Municipal Recrea-
tion Dept. in setting up courses on pre-
retirement planning. Another is developing a
permanent advisory service to work on old
age questions. WTMJ-TV will stay in the
front ranks of the movement by presenting
a special tv series to augment the Recrea-
tion Dept. courses.
Free Travel Films Offered
ASSOCIATION FILMS, New York, is offer-
ing free of charge to tv stations a package of
20 summer travel films on points of tourist
and cultural interest around the world.
Called Going Places, the film package
deals with such locales as Washington, D. C,
Honduras, West Africa, New England and
the Adirondacks.
CBS-TV's 'Playhouse of Mystery'
CBS-TV will air a half-hour summer series
Playhouse of Mystery (Tues. 10:30-11 p.m,
EDT) starting July 2. The dramas, rebroad-
casts from previous dramatic programs, will
feature such stars as Basil Rathbone. Paul
Kelly, John Ireland, Jackie Cooper and
Phyllis Kirk.
KTTV (TV) Promotes 'Kane' Series
TO announce the New Adventures of Martin
Kane film tv series, KTTV (TV) Los
Angeles had its news releases hand delivered
by a pretty girl in a musical comedy French
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For further information write Dept. K-l
maid's costume and a butler bearing a silver
tray, an ice bucket with a bottle of chilled
white wine (Thunderbird, product of E. &
J. Gallo Winery, sponsor of the program)
and two glasses.
WNBQ (TV) Holds 'Fish Festival'
WNBQ (TV) Chicago is co-operating with
the Illinois Dept. of Conservation in a Fish
Festival contest for lucky anglers who watch
its Crunch and Des Show each Saturday
evening. A fish worth $25,000 in cash is
released in one of 12 local area fishing spots
each week. A variety including bass, yellow
perch, crappies. bluegills and bullheads bear
numbered tags good for the top award or one
of 450 merchandise prizes. Among them are
outdoor cooking units, camping tents, fishing
kits, sleeping bags, picnic chests, suitcases
and badminton sets. Details and contest
rules are explained on each program, aired by
WNBQ at 10:30 p.m., with festival running
June 1-Sept. 15. The rules: When the fish
is caught, it must be brought to WNBQ
studios with name, address, age and tele-
phone number of angler and two witnesses,
plus data on the fish itself.
'Show-a-Thon' Promotes KTLA Star
TO introduce Mae Williams — singer who
has started her own weekly half-hour pro-
gram on KTLA (TV) Los Angeles — to the
viewing public, KTLA put her on a special
"Show-A-Thon." Miss Williams made 13
appearances on as many programs and in
as many costumes during the afternoon and
evening of one broadcast day. She later was
introduced to advertiser and agency execu-
tives at a champagne party.
NBC Adds 'Nightline From Moscow'
NBC Radio has added a "Nightline From
Moscow" segment, broadcast direct from
the Soviet Union, on the network's Night-
line program (Tues. -Wed. -Thurs. 8:05-10
p.m. EDT). Irving R. Levine, NBC's Mos-
cow correspondent, will broadcast on the
three days, starting at 8:30 p.m., with news
of nightlife in Moscow, human interest
stories and general information.
Phila. Stations Plan Radio Month
PHILADELPHIA stations will hold an
annual Radio Month, following a successful
promotion conducted during May. Believing
that National Radio Week (May 5-11) was
much too short, the city's broadcasters used
the entire month to exploit the medium.
Ralf Brent, of WIP, acting chairman of the
promotion committee, said a permanent
committee will be formed Aug. 12 by the
city's 10 stations.
"We intend to recommend that our pro-
gram be adopted throughout Pennsylvania
and nationally in 1958," Mr. Brent said.
Each station broadcast a theme 100 times
a week during May. using a jingle based on
the sentence, "All through your home and
on the go, you get much more from radio."
Each radio distributor in the city contributed
$600 and used display material. A Miss
Philadelphia promotion received extensive
newspaper coverage and provided retail tie-
ins. A two-hour motorcade also was staged.
Page 102
June 17, 1957
Broadcasting
Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B«T)
June 5 through June 11
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
New Tv Stations
DA — directional antenna, cp — construction per-
mit. ERP — effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, ke —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorlzaUon
STA — special temporary authorization. * — educ.
Am-Fm Summary through June 11
Appls.
In
On
Pend-
Hear-
Air
Licensed
Cps
ing
ing
Am
3,024
3,010
257
364
145
Fm
540
520
49
54
0
Tv Summary through June 11
Total Operating Stations in U. S.:
Commercial
Noncomm. Education
Vhf
386
18
Uhf Total
89 475i
5 23»
FCC Commercial Station Authorizations
As of February 28, 1957 *
Licensed (all on air)
Cps on air
Cps not on air
Total authorized
Applications in hearing
New station requests
New station bids in hearing
Facilities change requests
Total applications pending
Licenses deleted in February
Cps deleted in February
Am
Fm
Tv
3.000
513
290
31
16
225
133
23
123
3,164
552
638
119
0
70
303
10
56
67
0
10
146
11
45
900
112
353
0
2
0
0
0
1
Grants since July 11, 1952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
353
27
Uhf Total
324 6771
21 48a
Applications tiled since April 14, 1 952:
(When FCC began processing applications
after tv freeze)
* Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not in-
clude noncommercial, educational fm and tv
stations. For current status of am and fm sta-
tions see "Am and Fm Summary," above, and
for tv stations see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial 1,090
337
851
579
1,4293
Noncomm. Educ. 67
37
29
66»
Total 1,157
337
888
608
1,496=
176 cps (33 vhf, 143 uhf) have been deleted.
1 One educational uhf has been deleted.
1 One applicant did not specify channel.
Includes 48 already granted.
Includes 725 already granted.
APPLICATIONS
St. Louis, Mo.— Wistenn Inc., uhf ch. 42 (638-
044 mc); ERP 22.27 kw vis.. 13.35 kw aur.; ant.
height above average terrain 442 ft., above
ground 464 ft. Estimated construction cost $144,-
500, first year operating cost $320,000, revenue
$300,000. P. O. address 1017 S. Second St.. Mil-
waukee, Wis. Studio location St. Louis. Trans,
location St. Louis County. Geographic coordi-
nates 38° 37' 43" N. Lat.. 90" 11' 11" W. Long.
Trans. -ant. RCA. Legal counsel Alan Wohlstetter.
Washington, D. C. Consulting engineer William
L. Foss, Washington, D. C. Equal partners are
Bernard n. Helfetz and William ii Schield Jr.,
Milwaukee businessmen, Milton S. Binswanger
Jr., Memphis, Tenn., businessman, and William
H. Schield Sr., St. Louis businessman. An-
nounced June 6.
Weston, W. Va. — West Virginia Radio Corp.,
vhf ch. 5 (76-82 mc); ERP 100 kw vis., 50 kw
aur.; ant. height above average terrain 1000 ft.,
above ground 682 ft. Estimated construction
cost $600,586, first year operating cost $360,000.
revenue $400,000. P. O. address 446 Spruce St.,
Morgantown, W. Va. Studio location Weston.
Trans, location Harrison County. Geographic co-
ordinates 39° 07' 06" N. Lat., 80" 21' 43" W. Long.
Trans. -ant. RCA. Legal counsel Dow, Lohnes &
Albertson, Washington, D. C. Consulting engi-
neer Vandivere, Cohen & Wearn, Washington,
D. C. Principals include Mrs. Agnes Greer
(50.84%), and West Virginia Newspaper Publish-
ing Co. (48.59';;). Mrs. Greer owns over 50%
WAJR-AM-FM Morgantown and 99': WJKR
Dover, Ohio. W. Va. Newspaper (owned 77.4%
by Mrs. Greer) publishes Morgantown Post and
Dominion News in Morgantown.
Existing Tv Stations
WVEC-TV Hampton, Va— Seeks mod. of cp
to change frequency from ch. 15 to ch. 13, ERP
to 316 kw vis., 158 kw aur., trans, location and
ant. height to 496 ft.
New Am Stations
Prescott, Ariz. — Northern Arizona Aircasters
Inc. granted 1340 kc, 250 w unl. P. O. address
P. O. Box 182, Scottsdale, Ariz. Estimated con-
struction cost $10,134, first year operating cost
$36,500, revenue $40,768. Principals are Richard
B. Gilbert (54.05%), William P. Mahoney Jr.
(13.51f(), Geoffrey A. Lapping (13.51%), H. K.
Saxie Dowell (13.51%), and others. Messrs. Gil-
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
SILENT
UHF
$250,000
Over one-half
million dollars in
assets. Financing
available from
owner.
WASHINGTON, D. C.
Wm. T. Stubblefield
1737 DeSales St., N. W.
EX 3-3456
MIDWEST . . , SOUTHWEST
VHF STATION
$2,250,000
Low band — full power — network —
VHF. Serving a Billion dollar market.
250,000 TV sets in A & B areas.Terms
to financially responsible parties.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
DALLAS, TEX.
Dewitt (Judge) Landis
Fidelity Union Life Bldg.
RI 8-1175
SOUTH
NORTH
CAROLINA
$70,000
Requires $25,000
cash. Terms avail-
able on unpaid
balance. Near
coast in sound
market.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
WEST
NORTHWEST
FULLTIME
$90,000
Independent sin-
gle station in
suitable agricul-
tural market.
Valuable real
estate.
SAN FRANCISCO
W. R. (Ike) Twining
111 Sutter St.
EX 2-5671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
June 17, 1957 • Page 10?
Planning
a Radio
Station?
You can save
yourself headaches
by making RCA
your single source
of equipment
and service . . .
For additional information
write to RCA, Dept. T-22,
Building 15-1, Camden, N. J.
RADIO CORPORATION
of AMERICA
FOR THE RECORD continued
bert, Lapping and Dowell hold interest in KPOK
Scottsdale, Ariz. (cp). Announced June 6.
Redding, Calif. — Independent Broadcasters
granted 1270 kc, 1 kw D. P. O. address P. O. Box
1109, Medford, Ore. Estimated construction cost
$13,351, first year operating cost $40,000, revenue
$48,000. Principals own KBOY Medford and
KLAD Klamath Falls, both Ore. Announced
June 6.
Bismarck, N. D. — Walter N. Nelskog, Paul
Crain, Delbert Bertholf and D. Gene Williams
d/b as Dakota Bcstrs. granted 1350 kc, 500 w D.
P. O. address % Mr. Nelskog, 8633 39th Ave. S.W.,
Seattle, Wash. Estimated construction cost $16,-
100, first year operating cost $45,000, revenue $55,-
000. Principals are equal partners. Mr. Nelskog
owns 50% of KUTI Yakima, Wash., 50%, KYNG
Coos Bay, Ore., and 16%% KORD Pasco, Wash.
Mr. Crain is 50% owner of applicant for am in
Everett, Wash. Mr. Williams owns 51%, KSPO
Spokane, Wash.; 25%, KUTI, and 50%, KOYN
Billings, Mont. Mr. Bertholf owns 49%, KSPO:
25%. KUTI, and 50%, KOYN. Announced June 6.
Livingston, Tex. — Emmett H. Whitehead and
Tommie Cole Stripling d/b as Polk Countv's
Bcstg. Service granted 1220 kc, 250 w D, remote
control trans. P. O. address % Mr. Whitehead.
Rusk, Tex. Estimated construction cost $12,530,
first year operating cost $21,000. revenue $30,000.
Mr. Whitehead owns KTLU Rusk, Tex. An-
nounced June 6.
Ravenswood, W. Va. — Valley Bcstrs. Inc.
granted 1360 kc. 1 kw D. P. O. address % A. N.
Archer, 317 Ninth St., Parkersburg, W. Va. Esti-
mated construction cost $17,710, first year operat-
ing cost $32,832, revenue $36,500. Applicant is
licensee of WCOM Parkersburg. Announced
June 6.
APPLICATIONS
Marianna, Fla. — Southern Bcstg. Co. of Mari-
anna, 1390 kc, 1 kw D. P. O. address % D. T.
Brannon, Box 1031. Houma, La. Estimated con-
struction cost $16,796. first year operating cost
$45,000. revenue $60,000. Equal partners are Den-
ver T. Brannen and wife and John A. Dowdy
and wife. Mr. Brannen owns WDEB Gulfport.
Miss., and 98% KCIL HOUMA. Mr. Dowdy owns
WMGR Bainbridge, Ga. Announced June 4.
Albany, Ky. — Albany Bcstg. Co., 1390 kc, 1 kw
D. P. O. address % Cecil Speck. Albany. Esti-
mated construction cost $12,666. first year operat-
ing cost $36,000. revenue $48,000. Equal partners
are Wallace Allred and Cecil Speck, who have
theatre interests. Announced June 4.
North Syracuse, N. Y. — James A. McKechnie,
1220 kc, 1 kw D. P. O. address 724 Allen St.,
Syracuse, N. Y. Estimated construction cost $17.-
605, first year operating cost $75,000, revenue
$80,000. Mr. Mckechnie, 10% WPDM Potsdam,
N. Y., will be sole owner. Announced June 4.
Hamilton, Ohio — Walter L. Follmer, 1560 kc. 1
kw unl. P. O. address Box 173, Hamilton. Esti-
mated construction cost $67,650, first year operat-
ing cost $62,500, revenue $85,000. Mr. Follmer, lo-
cal contractor, will be sole owner. Announced
May 31.
Clarion, Pa. — Clarion Bcstg. Co. 1300 kc, 1 kw
D. P. O. address % Robert Z. Morrison, Box 120,
La Crosse, Wis. Estimated construction cost $13,-
095, first year operating cost $37,300. revenue
$40,000. Victor D. Lindeman Jr., 4% WTIV Titus-
ville. Pa., and Robert Z. Morrison, sales mgr.
WKBH-AM-TV La Crosse and 32% WTIV will
be equal partners. Announced June 4."
Existing Am Stations
KGRH Fayetteville, Ark. — Seeks cp to change
frequency to 1440 kc. increase power to 1 kw
and change hours to D. Announced May 31.
WDOV Dover, Del. — Seeks cp to increase power
to 5 kw.
KIWW San Antonio, Tex. — Seeks cp to change
frequency to 1310 kc, increase power to 5 kw,
install DA-D and change ant. -trans, location.
Announced June 4.
New Fm Stations
West Covina, Calif.— Pacific-South Bcstg. Co.,
98.3 mc, 808 w D. P. O. address Citizens Bank
Building, 16 N. Marengo Ave., Pasadena, Calif.
Estimated construction cost $13,000, first year
operating cost $20,000, revenue $24,000. Equal
partners are John K. Blanche, attorney, and
Joseph D. Worth, salesman. Announced June 5.
Chicago, HI. — Frank S. Kovas Jr. 103.5 mc
16 kw unl. P. O. address 8114 N. Kolmar, Skokie,
111. Estimated construction cost $6,100, first year
operating cost $14,000, revenue $20,000. Mr.
Kovas. background music service owner, will be
sole owner. Announced June 7.
Albany, N. Y. — Union University. 91.5 mc 10
kw unl. P. O. address 47 New Scotland Ave.,
Albany. Estimated construction cost $19,500, first
year operating cost $20,000. Will be operated as
educational station. Announced May 29.
Austin, Tex. Austin Radio Co. 92.3 mc 500 w
unl. P. O. address Box 1191, Austin. Estimated
construction cost $2,023, first year operating cost
$6,000, revenue $9,000. Equal partners are Nancy
and Nena Newborn, minors, their father Jacob
Newborn is pres. Announced June 5.
Ownership Changes
WKYB-AM-FM Paducah, Ky.— Granted assign-
ment of license from WKYB Die. to The Barring-
ton Co. of Kentucky for $150,000. Aubrey D. Reid,
pres. -gen. mgr. WEW St. Louis, Mo., will be sole
owner. Announced June 6.
KLFY Lafayette, La. — Granted assignment of
license from Camellia Bcstg. Co. to Pelican Bcstg.
Co. for $140,000. Howard T. Tellepsen (50%),
Wright Morrow (22.5%) and John P. Goodwin
are all stockholders in KTRK-TV Houston, Tex.
Announced June 6.
KENO Las Vegas, Nev. — Granted transfer of
control of licenses corporation from Nevada
Bcstg. Co. to Howard F. Andersen, Frederick
Von Hofen, Gordon B. Sherwood Jr. and C. E.
McLaughlin for $6,000. Mr. Andersen, advertis-
ing interests, Mr. Von Hofen, manager KING
Seattle, Wash., Mr. Sherwood, publisher, and Mr.
McLaughlin, accounting interests, will be equal
partners. Announced June 6.
KWYK Farmington, N. M. — Granted assign-
ment of license from Herman A. Cecil to Basin
Bcstg. Co. for $4,200. Equal partners are Edwin
E. Merriman, 50% KOTS Deming and 33V3
KOBE Las Cruces, both N. M., Jimmie D. Gober,
33'/3% KOBE and Robert W. Tobey, 50% KOTS
and 33V3% KOBE. Announced June 6.
KNIT Abilene, Tex. — Granted assignment of li-
cense from Howard Barrett and Robert H. Nash
to Key City Bcstrs. Inc. for $25,000. New partner
will be John Mingus and R. Frank Junell. Mr.
Junell. 75% KEDY-TV Big Spring, Tex., and Mr.
Mingus, manager KPAT Pampa, Tex. become
equal partners with Messrs. Nash and Barrett.
Announced June 6.
KRWS Post, Tex. — Granted assignment of li-
cense from KRWS Bcstrs. to Wallace Simpson for
$1,000. Mr. Simpson, present 75% owner, will be
sole owner. Announced June 6.
APPLICATIONS
KCON Conway, Ark. — Seeks control by James
E. Clayton through purchase of stock from E. W.
Martin, W. D. Ketcherside, S. T. Smith. S. T.
Smith Jr.. Thomas G. Wilson and Muriel Cobb
for $11,500. Mr. Clayton, formerly 20% owner,
will own 62%. Announced May 31.
WTYT Titusville, Fla.— Seeks assignment of cp
from Titusville Bcstg. Co. to Mel Wheeler for
$2,500. Mr. Wheeler. 25% owner WEAR-AM-TV
Pensacola and WFNM De FUNIAK Springs, both
Fla., will be sole owner. Announced June 4.
KCUE Red Wing, Minn. — Seeks transfer of con-
trol of licensee corporation from Victor J. and
New England
m. 1.000 am
Fulltime facility, single station market.
Ideal situation for capable owner-operator.
Liberal financing available.
NEGOTIATIONS • FINANCING • APPRAISALS
moan
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
panij
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
Jackson 5-1576
®
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Page 104 • June 17, 1957
Broadcasting • Telecasting
PROF
AL CARDS
J AN SKY & BAILEY INC.
Executive Offices
1735 De Salei St., N. W. ME. 8-5411
Offices and Laboratories
1 339 Wisconsin Ave., N. W.
Washington, D. C. FEderal 3-4800
Member AFCCE*
Commercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
INTERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
P. 0. BOX 7037. JACKSON 5302
KANSAS CITY, MO.
Member AFCCE*
RUSSELL
P. MAY
Ml 14* St., N. w.
Sheraton Bldg.
Washington 5, D. C.
REpublie 7-3984
AFCCE *
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
GEO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Communications-Electronics
1610 Eye St., N.W., Washington, D. C.
Executive 3-1230 Executive 3-5851
Member AFCCE*
JOHN B. HEFFELFINGER
8401 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
1316 S. Kearney Skyline 6-1603
Denver 22, Colorado
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCE*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
GUY C. HUTCHESON
O. Box 32 CResrview 4-8721
1 1 00 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2693
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
—Established 1926—
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCE *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5670
Washington 5, D. C.
303 White Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCE*
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCE*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468. Birmingham, Ala.
Phone 57-2601
Member AFCCE*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCE*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylcr St.
San Francisco 2, Calif.
PR. 5-3100
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-01 1 1
Washington 4, D. C.
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Member AFCCE*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
LYNNE C. SMEBY
CONSULTING ENGINEER AM-FM-T
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Enginee
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For Results in Broodcasf Engineering"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
A FULL TIME SERVICE FOR AM-FM-TV
P. O. Box 7037 Kansas City, Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
Accredited Technical Institute Curricula
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residence courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS — Specialists in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants."
Norwood J. Patterson, Owner
1111 Market Street, San Francisco, Calif.
MArket 1-8171
Broadcasting • Telecast
ING
June 17, 1957 • Page 105
FOR THE RECORD continued
VICTOR C. DIEHM, President and Gen. Mgr.
Like Hundreds
of Broadcasters...
Station Manager
VICTOR C. DIEHM of
WAZL
and Chief Engineer
ELWOOD TITO
Selected
STAINLESS TOWERS
ELWOOD TITO, Chief Engineer
LEARN WHY MANY BROADCASTERS CHOOSE
STAINLESS TOWERS
Call or Write
for Informative
Literature.
ess, inc.
NORTH WALES • PENNSYLVANIA
Page 106 • June 17, 1957
Nicholas Tedesco to Eugene G. Elston, Alfred C.
Gentile, Clarence G. Thole, Robert Olson and
John D. Rice for $27,000. The new owners will
own 60%. Mr. Elston, mgr. KCUE, Mr. Rice, mgr.
WCOW Sparta, Wis., Mr. Thole, appliance inter-
ests, Mr. Gentile, brewery employe, and Mr. Ol-
son, automobile company mgr. Announced June
4.
WEYE Sanford, N. C— Seeks transfer of con-
trol of licensee corporation from Lee Bcstg.
Corp. to Dallas L. and Martha H. Mackey for
$19,400. The Mackeys will own 74%. Mr. Mackey
is public relations for State of North Carolina.
Announced June 4.
KULF Galveston, Tex. — Seeks transfer of con-
trol of license corporation from KLUF Bcstg. Co.
to R. Lee Kemper, Edward Schreiber, John H.
McCray, Robert T. Coleman, Thomas A. Mc-
Carthy, Morris Plantowsky, David H. Nathan,
Preston Shirley and Ballinger Mills for $40,000.
All are local businessmen. Announced June 4.
KPAT Pampa, Tex. — Seeks assignment of li-
cense from Pampa Bcstg. Co. to Gray County
Bcstg. Co. for $33,000. Eldon B. Mahon (45%),
50% owner KVMC Colorado City, Tex., George
O. Witten (45%), automobile dealer, and Oscar
F. Wilkes (10%), asst. mgr. KPAR-TV Sweetwa-
ter, Tex., will be owners.
KRIV Camas, Wash. — Seeks assignment of li-
cense from Gene R. Johnsick to Mr. Johnsick
and Donald Nelson for $6,250. Mr. Johnsick, 10%
KPOR Quincy, Wash., and Mr. Nelson, 65%
KPOR. will be equal partners. Announced June
4.
Hearing Cases
FINAL DECISIONS
The Commission granted petition by KCBQ
Inc., to sever its application to increase power of
KCBQ San Diego, Calif., from 1 kw-N, 5 kw-LS.
DA-N, to 50 kw-LS. 5 kw-N, and change DA
system, operating on 1170 kc from consolidated
hearing with applications of Robert Burdette,
San Fernando, Calif., et al., and set forth issues
upon which KCBQ application will be heard,
and made KRKD and KFSG, both Los Angeles,
parties to the proceeding.
The Commission granted petition by Southern
Oregon Bcstg. Co. to dismiss its application to
change facilities of station KUIN Grants Pass,
Ore., from 1340 kc, 250 w, unl. to 1480 kc, 1 kw,
unl. dismissed as moot motion of Voice of the
Orange Empire to strike exceptions and request
of KUIN for oral argument; and terminated
proceeding.
INSTRUCTION
The Commission on June 6 directed prepara-
tion of document looking toward denying peti-
tion for rehearing and other relief filed Aug. 24,
1956 by Hartford Telecasting Co. against the
Commission's Decision of July 25, 1956 granting
Travelers Broadcasting Service Corp. a construc-
tion permit for a new TV station to operate on
ch. 3 in Hartford, Conn., and denying the com-
peting application of Hartford Telecasting Co.,
Inc.
Routine Roundup
BROADCAST ACTIONS
By the Commission
American Bcstg. Network New York, N. Y. —
Granted authority to transmit network or sus-
taining programs to stations CBL Toronto, and
CFCF Montreal, Canada, and such other stations
as the Canadian Bcstg. Corp., desires, for the
period ending June 2. 1958.
KPOK Scottsdale, Ariz.— Granted increase
power from 1 kw to 5 kw, on 1440 kc. D; trans,
remote control.
KBHS Hot Springs, Ark. — Granted increase
power from 1 kw to 5 kw, on 590 kc, 1 kw, D;
trans, remote control.
KSPO Spokane, Wash.— Granted change fre-
quency from 1340 kc to 1230 kc, with 250 w, unl.
Comr. Lee dissented and favored 309(b) letter.
KORD Pasco, Wash. — Granted increase power
from 500 w to 1 kw, on 910 kc, D; trans, remote
control.
Jefferson Radio Co. Irondale, Ala. Bessemer,
Ala. — Designated for consolidated hearing ap-
plication of Jefferson for new am on 1480 kc,
5 kw, D, and application to change facilities of
WBCO from 1450 kc, 250 w, unl. to 1480 kc, 5
kw, D.
KPOF Denver, Colo. — Designated for hearing
application (BML-1703) for Mod. of license to
increase the number of specified hours during
which station is authorized to operate; made
KRRV. Sherman, Texas, a party to proceeding.
The FCC amended allocation table for stations
by adding ch. 284 to Oxnard; substituting ch. 236
for 284 at Santa Barbara, and substituting ch. 273
for 236 in Santa Maria, all Calif. These changes
will facilitate action on pending application of
Oxnard Bcstg. Corp. for new fm on ch. 284 in
Oxnard.
Granted renewal of license of the following
stations: KILA Hilo, Hawaii; WPAT Paterson,
N. J.; WKDN Camden, N. J.
Delta Television Corp., Greenwood .Bcstg. Co.,
Inc. Greenwood, Miss. — Designated for consolid-
ated hearing competing applications for new tv
stations on ch. 6.
Frontier Bcstg. Co. Western Nebraska Televi-
sion Inc. Alliance, Neb. — Designated for con-
solidated hearing competing applications for
new tv stations on ch. 13 (BPCT-2194, 2205).
By letter, denied request of Television Bcstg.
Inc. for temporary authorization to operate
KBMT on ch. 12 at Beaumont, Texas, pending
final action respecting regular use of said chan-
nel; for issuance of order requiring KBMT to
show cause why its cp should not be modified
to specify regular operation on ch. 12 in lieu of
ch. 31; and for deferral of final action in ch. 4
proceeding, Beaumont. KBMT suspended opera-
tion on ch. 31 on August 1, 1956.
Community Television Project, Globe and
Miami, Ariz. — Granted cps for two new tv
translator stations, on ch. 77 to translate pro-
grams of KOOL-TV ch. 10 Phoenix, Ariz., and
on ch. 80 to translate programs of KTVK (TV)
ch. 3. Phoenix. Translators will both serve Globe
and Miami. Com. Lee dissented.
The FCC denied petition by Radio-Electronics-
Television Manufacturers Association for exten-
sion of time from June 3 to June 28 to file
comments in the rule-making proceeding to
amend the TV translator rules.
TV RULE MAKING FINALIZED
The FCC finalized rule making and amended
table of assignments as follows, effective July 12:
Added ch. 12 to Farmington, N. M.
Added ch. 10 to Presque Isle, Me.
TV RULE MAKING PROPOSAL
The Commission invites comments by July 3
to proposal by WOWL-TV ch. 41, Florence, Ala.,
to substitute ch. 15 for ch. 41 in Florence by
changing channels in Gadsden, Ala., from 15
to 37; in Corinth, Miss., from 29 to 41; and in
Grenada, Miss., from 15 to 44.
FURTHER PROPOSED TV RULE MAKING
The Commission invites comments by July 3
to petition by KTNT-TV ch. 11, Tacoma, Wash,
to assign ch. 2 to Portland, Oreg. This proposal
conflicts with outstanding conflicting rule-mak-
ing proposals by (1) Altru Bcstg. Co. Longview,
Wash., to assign ch. 2 to Longview, Wash., and
(2) by KVAN-TV ch. 21, Vancouver, Wash, to
assign ch. 2 to Vancouver.
TV RULE MAKING PETITION DENIED
The Commission denied a petition by KFSA-
TV, ch. 22, Fort Smith Ark. to shift ch. 5 from
For Smith to Fayette, Ark., and to order Ameri-
can Television Inc., to show cause why its cp for
KNAC-TV in Fort Smith should not be modified
to provide operation on ch. 39 in lieu of ch. 5
Comr. Lee dissented; Comrs. Mack and Craven
abstained from voting.
continues on page 112
<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<2^>4fc^^
v A
\ R. C. CRISLER & COMPANY, INC. §
I RICHARD C. CRISLER— PAUL E. WAGNER *
V A
V A
I BUSINESS BROKERS SPECIALIZING IN |
I RADIO AND TELEVISION STATIONS |
Fifth-Third Bank Bldg.,
Cincinnati 2, Ohio
Dunbar 1-7775
41 E. 42nd St.,
New York, N. Y.
Mur. Hill 7-8437
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>»>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Broadcasting • Telecasting
CLASSIFIED ADVERTISEMENTS
RADIO
Help Wanted
Management
General manager, must be financially able to
purchase 25% interest in powerful independent
in metropolitan market. Box 996G, B«T.
Sales manager excellent New Jersey "spot" with
major independent. Salary, commission and over-
ride. Box 155A, B«T.
Sales manager who loves to sell. Five figure in-
come. Major market for strong independent in
Ohio. Box 156A, B-T.
Manager wanted for small station. Sales experi-
ence necessary. Excellent salary and working
conditions. Send requirements-resume to KIHN,
Hugo, Oklahoma.
Sales manager thoroughly experienced in all the
know-how of radio, with good references, good
character, for the top country & western station
in north Texas. $500.00 plus to right party. KTAN,
Sherman, Texas.
Sales
Experienced radio salesman for prosperous cen-
tral Pennsylvania market. Supply employment
record and minimum income requirements with
application. Box 940G, B-T.
Sales position with old established CBS affiliate,
market of 800,000. Guaranteed salary against
commission. Sales management position possible
within year if you can qualify. Send resume and
picture first letter. Box 946G, B-T.
Salesman. Michigan. Major independent. Real
opportunity for solid successful producer. Salary
plus. Box 157A, B-T.
Excellent sales opportunity for experienced ra-
dio salesman. Top financial arrangement for the
right man experienced in selling local accounts.
Station has 22 staff members in rich agricul-
tural and industrial area. Desire man wishing to
settle in community of 40,000 and become per-
manent part of highly successful local operation.
Apply Box 160A, B«T.
Salesman for fast growing station in good re-
gional market. Salary plus commission. All re-
plies given full consideration. KFRD, Rosenberg,
Texas.
Experienced dependable salesman wanted by
Radio Station KRAK, a 5.000 watt clear channel
independent radio station in Stockton, Califor-
nia. Must be a go-getter with good promotional
ideas and a hustler. Excellent opportunities.
Guarantee of $400 per month against 15% com-
mission on gross billing. Can easily exceed $6.-
000 per year in first year if you can close. Send
complete resume to Ted Carlsen, KRAK, Wolf
Hotel, Stockton, or phone HOward 4-4551.
Salesman: Salary plus commission. Car necessary.
Send full information, photo, references and tape
to KSCB, Liberal, Kansas.
Experienced salesman, radio. If you are aggres-
sive, interested in making top money in sub-
stantial market with solid radio-tv operation, we
want you. Opportunity excellent for permanent
man who can produce. Guarantee and commis-
sion commensurate with your ability. No others
need apply. Contact Jack Chapman, KTSM-
Radio, El Paso, Texas.
Must know how to sell radio in competitive mar-
ket. Excellent salary plus 15% commission after
reaching salary figure. This is a great oppor-
tunity with new ownership. This entire market
is open to a hard-hitting salesman. Send resume
plus photo to James Stock, General Manager,
WGKV, Charlestown, West Virginia.
RADIO
Help Wanted— (Cont'd)
Sales
Salesman-announcer, western Michigan daytime
independent needs experienced key-man. Salary
plus commission. Good pay for a good man!
Write or wire Joe Butler, WKLZ, Kalamazoo.
We have interviewed dozens of men but are still
looking for the salesman we want. If you can
do a good job for an NBC owned station in a
rich market, write, wire or phone Gustav Nathan,
WKNB, West Hartford 10, Conn.
WTRL, Bradenton, Florida, wants salesman with
proven record, who can also handle announcing.
Market of 500,000 in sunshine state's fastest-
growing area. Rush pix and details to Dick Doty,
WTRL, Bradenton.
Sales opening in excellent market with inde-
pendent, opportunity for right man. Guarantee
$125.00 per week. Send resume Bill Ewing,
WTUX, Wilmington, Delaware.
$100 or better for right man. Experience not es-
sential. WVOS, Liberty, N. Y.
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 20tf per
word
$2.00 minimum
• HELP WANTED 25<j> per word
$2.00 minimum
• All other classifications 30tf per word
$4.00 minimum
• DISPLAY ads #15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Announcers
$160 a week for DJ — with flowing conversational
delivery (breezy and informal) — sportscast pace.
Adept at reading album liner-notes. Wanted by
midwest — Great Lakes area station. If you're
bright and buoyant, and use rhyming intros to
records, write Box 692G, B-T.
Girl disc jockey. Must have personality and abil-
ity. Air and other work in station. Box 778G, B«T.
Job with a future for qualified staff announcer
with several years deejay experience Illinois kil-
owatt independent. News writing ability help-
ful. Liberal bonus, other fringe benefits, personal
interview necessary. List age, education, experi-
ence in detailed resume. Box 822G, B«T.
Experienced negro dj with good voice and per-
sonality wanted by a leading negro station. Send
tape with resume. Box 923G, B»T.
Excellent opportunity for all-around radio and
tv announcer. Strong on play-by-play. Must have
five years experience. One of top 30 markets in
country, 3rd in Pennsylvania. Send resume, tape
and picture first letter. Box 945G, B«T.
Top station major market looking for personality
deejays. Good pay for real producers. Send tape,
resume and picture to Box 981G, B>T.
RADIO
Help Wanted— (Cont'd)
Announcers
Announcer with experience. General staff work.
Run board. Good starting salary. Box 13GA. E«T.
Will need a good announcer in near future. Sta-
tion located in beautiful western North Carolina.
Good fishing and hunting. Beginners will be con-
sidered. Permanent position. If you love your
work and can get along with people, send full
details to Box 170A, B-T.
Announcer strong on commercials with at least
one year experience. Send tape and resume.
KILO, Grand Forks, North Dakota.
Wanted — DJ-salesman. One of our top dj-sales-
men whose income last year topped $9,000.00, is
moving up to manage our newest station. If
you've got the experience and ability to sell on
the air and on the street, if you'd like living in
the country's finest fishing and hunting vacation
lands, and can take the place of a top dj-
announcer in our music and news operation,
send complete details in first letter to KLAD.
Box 230, Klamath Falls, Oregon. Only the best
should apply.
Announcer with first phone, emphasis announc-
ing. Contact Chief Engineer, KSIJ, Gladewater,
Texas.
Need immediately pop dj -music director for
centra] Kansas outstanding 1,000 watt music-
news. Town of 42,000 you'll like. Salary open,
talent paid on personal appearances. Expanding
organization wants an experienced air man cap-
able of growing into management. Airmail com-
plete background, photo, taped commercials, ad
libs and news. J. D. Hill, KWHK Hutchinson,
Kansas, "Where Agriculture and Industry Meet."
Staff newsman wanted with good voice, on the
air experience and some disc show background
to gather, write and air. Radio Station WERE,
Cleveland, Ohio.
Experienced combo man, accent on announcing,
workable knowledge of engineering, first phone.
Job pays $100 a week. Send tape and resume to
WHUC, Hudson, New York.
Good pay for the right man. Must have good
voice, able to ad-lib, with plenty of sell, quality
and production conscious, collect and write news,
write commercial copy, must be absolutely de-
pendable, must be full of enthusiasm and have
excellent character. Send full resume, tape and
salary requirements or apply in person to Mon-
roe MacPherson, WION, P. O. Box 143, Ionia,
Michigan.
Experienced announcer-salesman. Salary, com-
mission, car allowance. WLDB, Atlantic Citv.
N. J.
Successful midwest kilowatt has opening for
general staff and news announcer. Qualifications:
pleasant voice; flub-free delivery; sufficient ex-
perience to handle job in serious, professional
manner. Complete resume with references, photo
and tape to WMIX, Mt. Vernon, Illinois.
Experienced newsman needed now for 10 kw
station. Gather, write, air local news. Some gen-
eral announcing. Good opportunity for right man.
Send tape, resume to WPAQ, Mount Airy, N. C.
Experienced announcer wanted immediately by
WSSV. Petersburg. Virginia. Here's your chance
to join highly successful organization operating
both WSSV and WNOR. Norfolk, if you're good
at pop deejay, news and commercials. Send tape,
resume, salary requirements and photograph to
Ray Moss, Radio Station WSSV, Petersburg, Va.
Minimum 5 years experience for afternoon shift.
Interested in sports helpful. Station rated num-
ber one in Lexington. Kentucky market last five
years. Present announcer leaving for 50.000 watt
CBS radio-television affiliate after five years.
Salary open. Send tape, background and picture
to Donald J. Horton. WVLK, Lexington, Ken-
tucky. No phone calls.
Announcer-engineer with first phone. Modern
conditions. Soon 5.000 watts. Contact immediately
General Manager, WWHG. Hornell, New York.
rmlrmiKji mm WMdm II/ YOKi lool< at a classif,ed ad on this Pa9e is y°ur
iwCr JwmJmM M Mid MM MM" WW' best bet in getting top-flight personnel
Broadcasting • Telecasting
June 17, 1957 • Page 107
RADIO
RADIO
RADIO
Help Wanted— (Cont'd)
Announcers
Help Wanted— (Cont'd)
Technical
Help Wanted— (Cont'd)
Programs-Production, Others
Need immediately combination play-by-play and
pop dj for central Kansas' outstanding 1,000 watt.
Town of 42,000 you'll like. Sports include 117
basketball games, 35 football plus National Judo
Big 7 and regional tourneys. Talent paid. Air-
mail complete background, photo, sports tapes:
taped commercials, music ad libs and news. J.
D. Hill, KWHK, Hutchinson. Kansas, "Where
Agriculture and Industry Meet".
Technical
Two first class engineers, no announcing. Excel-
lent working conditions. Salary commensurate
with experience. Permanent positions. Immediate
opening. Central Pennsylvania. Box 626G, B»T.
Engineer-announcer with first class ticket and
ability to write and air local news. $110 for 42-
hour week. Midwest. Box 842G, B»T.
Combo man — must have first phone some hillbilly
and/or pop experience. Excellent opportunity,
top company, Box 989G, B-T.
Wanted — chief engineer for 5000 watt network
affiliate, south, must stay sober, be cooperative,
energetic and with good character. Full informa-
tion, photo, references required with first letter.
Box 100A, B'T.
Chief engineer for 50 kw station located in a
resort area. Directional experience preferred but
not necessarily essential. Box 127A, B'T.
Chief engineer-announcer wanted. $500 per
month for a man who has had extensive chief's
experience, knows engineering and is well above
average in announcing. Permanency in a top
flight station in a small market in the midwest
is offered to a family man who can prove he is
stable, wants to become a part of the community
and share in the pride of a well run station.
Box 139A, B«T.
The BIG MONEY goes to
F. C. C. LICENSED MEN!
F.C.C. License — the Key to Better Jobs
An FCC commercial (not amateur) li-
cense is your ticket to higher pay and more
interesting employment. This license is
Federal Government evidence of your
qualification. Employers are eager to hire
licensed technicians.
Grantham Training is Best
Grantham School of Electronics specializes
in preparing students to pass FCC exami-
nations. We train you quickly and well. All
courses begin with basic fundamentals —
NO previous training required. Beginners
get 1st class license in 12 weeks.
Learn by Mail or in Residence
You can train either by correspondence
or in residence at either division of Grant-
ham School of Electronics — Hollywood,
Calif., or Washington, D. C. Our free book-
let gives details of both types of courses.
Send for your free copy today.
MAIL TO SCHOOL NEAREST YOU.
\ Grantham Schools, Desk 12-N \
821 19th Street N.W. flD 1505 N. Western Ave.
Washington 6. D. C. UH Hollywood 27, CaNt.
Please send me your free booklet, telling how I can
get my commercial FCC license quickly.
Name
Address
City Stat*
I am interested in:
□ Home Study, □ Reside nt Classes
age 108 • June 17, 1957
Are you an energetic engineer who has no
chance for advancement in your present job,
then we're looking for you. We are a two-station
chain with the third station permit expected
shortly. We need a chief engineer, a man capa-
ble of maintenance repair, and purchase of tech-
nical equipment. The man we hire will have a
chance at the construction of our proposed third
station. If you're a young married man who de-
sires to assume a permanent and responsible
position with an expanding firm, send all infor-
mation to Box 158A, B-T.
Wanted immediately, engineer for chief engi-
neer's position at 250 watt northern California
station. Must have first class license and have
some announcing and board experience. Good
salary. Contact KUKI, Ukiah, California.
Wanted immediately, first class engineer for kil-
owatt daytime. Contact Charles Erhard by mail
or phone 4-31381, WACB, Kittaning, Penna.
Wanted: Engineer with good hands and a head
on his shoulders who likes broadcasting. I of-
fer you: adequate pay, a congenial and under-
standing boss, and a challenging job with a
small-market 5000-watt full-time station. Ex-
perience desirable but not essential. Contact:
Chief Engineer, WCOJ, Coatesville, Penna.
Opportunity for first ticket engineer-announcer.
Apply Jack Owens, WEIC, Charleston, Illinois.
To become chief with WGKV, ABC outlet in
Charlestown, West Virginia, fully responsible for
operation and maintenance, must have car. $90
per week, plus 15% on all sales if you can sell.
Will consider all replies. Send resume plus photo
to James Stock, General Manager.
First phone engineer, no announcing, technical
school graduate, prefer married man. Union
scale $85.50 start escalator increases. Daytime
station. Write Bernie Koval, Radio Station
WPEO, Peoria, Illinois.
First class engineer for 5 kw am transmitter.
Immediate opening with a top NBC station. Con-
tact Allan Burgess, WSYR, Syracuse, New York.
Phone Granite 1-7111.
Programming-Production, Others
Continuity writer for large independent station.
Excellent salary. Box 779G, B-T.
Program director — midwest major network affili-
ate has opening for program director. Must know
rural audiences and farm programming. Be able
to develop salable shows with fresh approaches.
Salary open. Ideal location for family man. Serd
resume of education, experience and other pert'n-
ent information first letter. Send reply to Box
101A, B-T.
Assistant promotion manager for 50 kw New
England radio station. Experience, knowledge cf
audience, sales and station promotion required.
Starting $90-$100, a week. Submit background
and photo to Box 112A, B«T.
Here's the right slot for the right man! Fully
accredited Iowa agency has opening for an ex-
perienced radio-tv director. Must be able to
create top-grade copy with a powerful selling
punch, supervise station production and service
accounts. Some agency experience desirable, but
initiative is a "must". You will have complete
charge of radio-tv operations of this growing
agency and be given full-creative rein. If you
feel stymied in your present position and are
looking for a chance to show what you can really
produce, here's your chance. Salary $5,000 to
$6,000 with generous profit sharing plan. Send
complete background and availability date. Box
128A, B-T.
Wanted for immediate opening, a combination
sports and program director. Starting salary for
qualified man $350 per month. Send audition
tape, photo and resume to Radio Station KBMN,
Bozeman, Montana.
Experienced news man with good voice and de-
livery. Send tape and resume to Program Di-
rector, KREM. Spokane, Washington.
Copywriter. Experienced. Write to WEOK, Pough-
keepsie, New York.
Young woman continuity writer. Immediate
opening, qualified by experience or college train-
ing in journalism or radio speech, write adver-
tising copy. Fulltime, must be proficient typist.
Personal interview required. WKAN, Kankakee,
Illinois, 36633.
Experienced newsman for growing news opera-
tion covering four counties. Send resume and
tape to WLNA, Peekskill, New York.
RADIO
Situations Wanted
Management
General or commercial manager, experienced with
best of references wants Florida station inde-
pendent preferred. Now employed as general
manager of southern station. Write Box 108A,
B-T.
Manager: Young, aggressive, experienced. Now
assistant manager, metropolitan independent.
Small, medium, metropolitan market. Best ref-
erences: past, present employers. Box 134A, B'T.
Station manager, you can't beat experience. This
live-wire of energy and 48 has a wealth of
knowledge and showmanship. Go-getter, not a
chair warmer. Strong on sales, builds business.
Box 142A, B'T.
Former head of broadcast corp. seeks position
as station manager or sales manager. Minimum
of $6,500 plus percentage. Prefer small or medi-
um market in southeast. Available within one
month. Box 143A, B'T.
We'll soon need:
3 Deejays 2 Newsmen
1 Continuity Writer
Expanding Northeastern major-market multi-station group. If you're a
pro who can do a job in highly competitive markets, you'll like our
organization. Salaries open — and good! Tell all first letter. Tapes returned
after careful audition. All replies confidential and staff knows of this ad.
Box 850G, B«T
Broadcasting
Telecasting
RADIO
Situations Wanted — (Cont'd)
Management
Managerial experience. Manager who sells, top
references, 29, family man, full information if
vou contact Box 150A, B-T.
Sales
Boost your radio-tv sales with experienced sales
team. No salary, no advance, no draw. Woik
strictly on commission. Have recently bought
radio-tv operation S15.000 business in 4 weeks,
substantial amount cash. We not only sell ac-
counts, but service them, too! Our policy: "To
bring you more cash in advance than commis-
sions earned". Write P. O. Box 976, N. Miami,
Florida.
Announcers
Negro dj. versatile, all phases. Good board opera-
tor, travel. Box 874G, B-T.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please.
Go anywhere. Box 875G, B-T.
Girl-personality, dj. run own board, eager to
please. Free to travel. Gimmicks and sales. Box
877G, B-T.
Smooth mature announcer, know good music and
production. Request personal interview. Fully
experienced, details on request. Box 934G, B-T.
DJ morning, 3 years experience, radio school
trained, 2 years college, 27, single. Also parttime
sales desire N. J., Conn., other replies considered.
Box 979G. B-T.
Announcer, 10 vears solid commercial experience.
Interested all offers anywhere. Box 983G, B-T.
If you're looking for an announcer who has an
eye for the future in big time radio: and also
has two years experience, and is 21 years old
(draft free) and whose salary is no problem if
the station is right, then write to Box 102A, B-T
for information.
Announcer, eight years experience, married,
family, 32. would like radio or tv. Available im-
mediately. Box 103A, B-T.
Announcer, short on experience, long on ambi-
tion. Strong music, Basie to Beethoven. News,
commercials, write continuity, can operate board.
Box 107A. B-T.
Make sports pay with fifteen year veteran play-
by-play and studio. Family growing, present
market can pav no more. Tapes, best references.
Baseball a must. Box 109A. B-T.
Attention Mississippi! Married, 21, employed,
staff announcer, sports man, five years experi-
ence. Two years in present location. References.
S75 minimum. Box 117A, B-T.
Want a professional? I have seven years experi-
ence as announcer, copywriter, newsman and
program director. College graduate. 29. refer-
ences. Tape and photo on request. Box 124A, B-T.
Country -Western dj, announcer. Guitar. Third.
Fifteen vears experience. Available July. Box
125A, B-T.
Newsman wants permanent position. Part-time
experience with 50 kw metropolitan clear, while
finishing school. Master's and Bachelor's NU's
Medill School of Journalism, radio-tv news
major. Box 129A, B»T.
Attention California — 3500 a month will buy a
top rated dj personality, rapid fire sportscaster,
experienced production and program man, plus
a first phone. Available for interview. Write Box
130A, B-T.
Summer replacement announcer. Experienced,
dependable, mature. Experienced copy. Taught
radio. Box 132A, B«T.
High tvpe network voice, six years experience.
Independents, Mutual. ABC affiliates. Combo,
versatile, news preferred. Box 137A, B-T.
Good old-fashioned announcer, 3rd class ticket.
Mature family man seeks permanent position
in states of New York. Vermont, or Tennessee.
Good schools and housing important. Box 140A,
B-T.
I'm a criminal because of high-pitched friendly
voice, but for employer w-ho rates brains, per-
sonality, experience, above glamour voice, I m
top buv. Good health, habits, references, family
man 32. Box 141A. B-T.
Announcer. 3 years staff experience desires posi-
tion commuting distance from N. Y. C. Box 145 A,
B-T.
RADIO
Situations Wanted — (Cont'd)
Announcers
Announcer, presently employed, 1 year experi-
ence, 23, vet, single. 3 years of college. Desires
position in or around Chicago. Box 152A. B-T.
Announcer, married, veteran, 24. Graduate top
Chicago broadcasting school. Strong commer-
cials, good newscasting and dj shows. Tape
available. Prefer south. Box 153A, B-T.
Attention major markets. Top-rated morning dj
with 12 years experience desires change. Can
arrange personal interview. Box 154A, B-T.
Personality dj 7 years experience. Would like to
affiliate with a radio-tv outlet. Now employed.
Box 164A, B-T.
Announcer, eight years experience. 32. radio or
tv. No interest in "dj personality" stations.
Available immediately. Gene Books. Hortonville.
Wis. SPruce 9-6656.
Deejay, news, announcer, interviewer, emcee,
actor. Bill Dillner, KCLN, Clinton, Iowa. S80.
News, sports, dj — Experienced, radio and tele-
vision, college graduate, Harvard. Vacationing
in San Francisco. Will relocate, George Hershey,
General Delivery, San Francisco, California.
Technical
I'm in a rut. Chief same station over 15 years.
Have installed 1 and 5 kw directional stations.
Good announcer. Want good job with oppor-
tunity. Pacific coast. Box 105A, B-T.
Operator, first ticket, available now vacation
relief, minimum two weeks. Experienced, go
anywhere in east for adequate pav. Box 144A,
B-T.
1st class engineer. 7 years experience construc-
tion, maintenance. Available immediately. Box
159A, B-T.
Transmitter and studio experience, First Tele-
phone License. Typing and accounting. Box 161A,
B-T.
First phone. Some receiver servicing experience.
Want operating job. Clarence Broeckcr, 412 N.
Park, Brenham, Texas.
Experienced transmitter engineer, for vacation
fill, or maintenance. Wallace V. Rockefeller,
Wood River, Nebraska.
Programming-Production, Others
Featured newscaster, deejay and commercial an-
nouncer, with 12 years experience (9 with pres-
ent employer), desires position in Florida or
nearby state. Have permanent American visa and
can leave Canada on short notice. In my 30's and
unattached. Have some teevee experience. Make
me an offer. Will send further details and photo
on request. Box 714G, B-T.
Experienced women's director, some tv. Versatile,
strong sell, community relations — well versed
other station functions." Wishes to relocate with
progressive organization, larger market. Profes-
sional growth potential important. Box 742G, B-T.
Newsman-eight years, news director, newscaster-
disc jock four years, 29 and single. Two state,
one national award and one Pulitzer nomination.
Want mobile-studio news department outside
Texas. Call Mutual 3-2107 Midland. Texas before
noon or write Box 110A. B-T.
West coast sportscaster, newsman. Sales ability.
Managerial aptitude. Will grow with organiza-
tion offering advancement, permanency, possible
investment opportunity. Young, family, degree.
Box 118A, B-T.
Experienced with all phases of studio production,
including commercial and remote. Seeks position
with station desiring a young (28) man with
imagination and know-how. Box I22A. B-T.
4way from radio three months and lonesome.
Eight vears— fm to 50.000. Married, college grad-
uate. Deejay equipped for outside dances, weath-
erman, newsman, writer and actor. Box 149A,
B-T.
Top-flight newsman. Minimum S5.500. Experi-
enced in newspaper and radio newswriting in
Vermont, covering crime, courts, politics and
legislature. Wide' range friendly and reliable
news sources. Can produce top-ranking local
news coverage. New England only. Vermont-
New Hampshire preferred. Write R. W. Smith,
'6 Alt. Pleasant St., St. Johnsbury, Vt.
FOR SALE-
TWO MONOPOLY
STATIONS
In Choice Midwest Locations
STATION 1 — 250 w full time
independent in county seat city.
Good signal over rich farming area.
Grossing at near $100,000 with
ownership earnings in excess of
$25,000. Asking $120,000 with
29% down. Price includes $10,000
in net quick assets.
Station 2 — 500 w daytime in-
dependent near Lake Michigan.
Solid industrial and agricultural
area.
Grossing $65,000 annually with
net ranging from $12,000 to $15,-
000 in past few years. Asking $65,-
000 with $29,000 down. Acreage
and real estate valued at $12,900.
Full information available im-
mediately to qualified buyers.
ALLEN KANDER
AND COMPANY
Negotiators for the Purchase and Sale
of Radio and Television Stations
WASHINGTON
1625 Eye Street, N.W. National 8-1990
NEW YORK
60 East 42nd Street Murray Hill 7-4242
CHICAGO
35 East Wacker Drive Randolph 6-6760
Broadcasting • Telecasting
June 17, 1957 • Page 109
TELEVISION
TELEVISION
TELEVISION
Help Wanted
Sales
Television sales. Salesman, young, personable,
free to travel, sell special television promotion
package. Expenses during training, commission
when qualified. Give previous selling experience
and as many particulars as possible. Please en-
close recent snapshot. Box 755G, B»T.
Salesman, veteran or draft exempt, with one to
three years radio-television sales experience.
Good opportunity to become part of established
station in expanding market. Write Personnel
Department, WSBT-TV, South Bend 1, Indiana.
Announcers
Announcer. Pennsylvania station wants man for
on-camera and booth work. Good salary for the
right applicant. Send photo and resume to Box
847G, B»T.
Southeast NBC-TV affiliate needs announcer for
on-camera work, with ability to sell the product.
Good basic salary plus talent. Box 113A, B«T.
TV announcer for staff expanding midwest tele-
vision station. Must have radio experience. Send
full information, including photo and salary re-
quirements, to Program Director, Post Office
Box 470, Rockford, Illinois.
Announcer with sell ability with several years
experience needed for capital city of Wyoming.
Progressive organization, $85 a week to start.
Contact Keith Ashton, Chief Announcer, KFBC-
TV, Cheyenne, Wyoming.
Technical
Television engineer. First class license. State ex-
perience, education, etc. Write Roger Sawyer,
Chief Engineer, KGLO-TV, Mason City, Iowa.
Chief engineer needed at tv station. Apply WFLB-
TV, Fayetteville, N. C.
Combined radio and television station needs
technician with first class license. Pay from $66
to $104 for 40 hours, five day .week, depending
upon experience. Send complete information first
letter. Patrick S. Finnegan, Chief Engineer,
WLBC-TV, Muneie, Indiana.
Help Wanted— (Cont'd)
Programming-Production, Others
Experienced director wanted southern NBC sta-
tion. Must have good ideas for spots that sell.
Send details to Box 114A, B«T.
TELEVISION
Situations Wanted
Management
27, single. Eager, ivy type. Five years adminis-
trative-operational experience with major net-
work. Anxious relocate in time sales capacity.
Box 116A, B-T.
Assistant manager, operations manager, program
director. Thorough television experience, small,
medium, major markets — commercial production,
programming, promotion, station operation. Ex-
cellent references. Employed. Box 135A, B«T.
Announcers
Announcer-tv director. Available June 20. Ex-
perienced, now freelance, wants staff job, prefer
the east. Box 121A, B-T.
Announcer-emcee. Strong on warm up, audience
participation, interview. Good taste, judgment.
Can project personality. Bud Collier, Bert Parks,
Garry Moore type. Long experience. Live audi-
ences. Ready for television. Travel for interview,
audition. Box 151A, B-T.
Technical
Engineer, 2 years am chief. Desires tv position.
South preferred. Box 126A, B-T.
Programs-Production, Others
Producer: Congenial and creative, will work with
staff for top local productions. Radio and tele-
vision experienced. Box 933G, B-T.
Solid experience all phases radio-tv news.
English Degrees, resonant voice. Now in major
market's leading radio-tv. Want challenge, re-
sponsibility in news operation. Box 962G, B«T.
Situations Wanted — (Cont'd)
Programming-Production, Others
Young director, aging fast at present station.
Thoroughly experienced. References. Box 111A,
Family man now employed west coast. 12 years
radio-tv promotion, news, production. Outstand-
ing record. Currently holding executive position
but willing to prove myself on staff of well-
managed operation with future. Minimum re-
quirements: personal interview at your expense-
moving expenses; $525 per month with oppor-
tunity for advancement. Box 115A, B»T.
Woman copywriter with several years radio
television experience. Familiar with other phases
of production. Accustomed to responsibility. Col-
lege graduate. Good references. Box 119A, B«T
Program director, operations manager, assistant
manager. See advertisement under "Manage-
ment". Box 135A, B«T.
Writer-producer. High priced. Premium work-
originality, delightful personality, gets things
done. 13 years film, tv. Graduate work Radcliffe
Now Big 10 faculty. West, east coast. Box 138A
Television training, plus thorough photographic
background. Married, salary open, resume tells
all. Ted Fishkind, 1925 Lilac Drive, Westbury
Toll Television
Persuasive writer with executive ability, solid
background, poise in public, anxious to go to
bat for toll or subscrintion tv. Box 166A, B»T.
FOR SALE
Stations
Midwest, daytime station, single station market,
$48,000 full price, $18,000 cash, balance terms. Box
841G, B«T.
California fulltime station in growing metropoli-
tan market. Network affiliate. $125,000.00, one-
half cash required. Box 123A, B«T.
For sale 250 watt daytimer in Pacific northwest.
Making money. $10,000 will handle. Total $40,000
includes real estate and accounts. Box 148A, B«T.
Carolina single station market rich agriculture
and light industry purchaseable at annual gross
business volume, $50,000. Short drive to coastal
playgrounds, fresh and salt water fishing areas,
nationally famous golf courses. Paul H. Chapman
Company, 84 Peachtree. Atlanta.
Sold. 40% of all the broadcast stations listed with
this agency since its establishment. Private, con-
fidential service. Ralph Erwin, Broker, Tulsa.
California fulltime kilowatt $125,000 down. Must
sell — Exclusive — Wilt Gunzendorfer and Asso-
ciates. 8630 W. Olympic, Los Angeles.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion, based on op-
erating our own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United States.
Jack L. Stoll & Associates, 6381 Hollywood Blvd.,
Los Angeles, Calif.
Tennessee daytimer, $65,000 total, terms available
to responsible purchasers. This and eight other
Southern stations now available. Paul H. Chap-
man Company, 84 Peachtree, Atlanta.
Equipment
Excellent 2-vvay 35w mobile state police fm ra-
dios recently removed service. Easily convert-
ible 26 mcs. Complete $80.00. Box 147A. B-T.
For sale — Best offer gets used Gates 28-CO limit-
ing amplifier. Excellent condition. KGAF, Gaines-
ville, Texas.
275 ft. of KG 17 coaxial cable (unused). Twenty
percent off the market price. Contact Radio
Station WGOL, Goldsboro. N. C.
200 watt GE transmitter type BT-20A. Purchase
new, used 5Vz years. Complete with tubes and a
spare set plus two 1340 kc crystals. In excellent
operating condition. Priced for quick sale. $1,000
F.O.B. station. Contact Charles Lawrence, Chief
Engineer, WRAD, Radford, Va.
2 Presto 10-A turntables, reconditioned ard con-
verted for 3 speed. $100.00 each. F.O.B.. Lumber-
ton, N. C. Radio Station WTSB.
EXAJyiPLE*
PRACTICAL TV TRAINING
This is a typical
example of the
practicality of ALL
Northwest train-
ing. These stu-
dents are actually
doing a live remote
from a recent
movie premiere.
All Northwest
classes are trained
using methods like
these — letting stu-
dents work in a
practical manner
with everyday
Telecasting prob-
lems. For top TV
people call John
Birrel.
NORTHWEST
Television - Radio Division
f #UAAI «■ HOME OFFICE,
3S& %t W% VP L d 1221 N. W. 21 tt Avenue
Portland, Oregon . CA 3-7246
HOLLYWOOD, CALIFORNIA
1440 North Highland
HO 4-7822
CHICAGO, ILLINOIS . . .
540 N. Michigan Avenue
DE 7-4504
Page 110 • June 17, 1957
Broadcasting • Telecasting
FOR SALE— (Cont'd)
Equipment
For sale: one new Bliley Electric Company crys-
tal, plug in type to fit transmitter for 1570 kc.
type number BH8, serial number 554. Also, one
1570 crystal for General Radio Company fre-
quency monitor. Will sell both for $120.00. Write
P. O. Box 644, Brookhaven, Miss.
3 kw Federal Telephone fm transmitter with
accompaning co-ax, antenna and monitors —
$3500.00 — C. L. Graham, Gadsden, Alabama —
phone Liberty 6-1614.
WANTED TO BUY
Stations
Principal with radio and financial background
interested in midwestern radio properties in
primary and secondary markets. Inquiries direct
from owner only will be given fullest considera-
tion on a cash or term basis, provided however
price is realistic and predicated on sound busi-
ness basis. No brokers please. Box 950G, B«T.
Experienced broadcaster seeks a small market
fulltime station. Have $11,000 available for down-
payment. Box 106A, B»T.
AM, must cover entire San Francisco Bay area.
Send full details, coverage map, power increase
feasibility. All replies top secret. Box 131A, B»T.
Want to purchase and manage midwest local or
daytimer. Replies kept confidential. Box 120A,
B-T.
Equipment
Wanted — two Collins antenna rings for low end
fm band and for 1%" line mounting. Rings with-
out line or with damaged insulator can be used.
State price, condition and actual location. Box
944G, B'T.
FM equipment wanted: 3, 5 or 10 kw. Transmit-
ter, monitors, antenna, console. Box 146A, B«T.
Wanted, Channel 12 6 bay antenna, or will con-
sider RCA high band 6 bay antenna for chan-
nel change. Contact Bill Kolb, KVSO-TV, phone
3030, Ardmore, Oklahoma.
Wanted — Coils, capacitors and rf change over
relays for building a 5 kw phasor on 1390 kc.
Send list of what you have with prices. WEAM,
2041 Wilson Blvd., Arlington, Va.
INSTRUCTION
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas. Texas.
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
Services
Yoks for Vox Jox! Personalized comedy material
prepared for your show. Monthly service. Write
Show-Biz (Dept. B), 1613 East 29th Street, Brook-
lyn 29, New York.
RADIO
Help Wanted
NEW MIDWEST POWER
RADIO STATION
must have SALESMEN who are aggressive,
self starting, with radio background. Base
salary (not a draw) and 20% commission.
These are $10,000.00 positions. Resume sales,
business experience, photograph, business
references required.
NEWS DIRECTOR — top position, complete
facilities, mobile units. Must have voice au-
thority, late model car. Audition tape, photo-
graph, business references, background.
ANNOUNCERS — Air salesmen (not pitchmen)
with general background. Minimum two years
experience. Must be combo men, 1st phone.
Audition tape, complete background, photo-
graph, business references.
Married men preferred in all above cases.
All replies confidential.
Address replies to Box 169A, B*T.
r> 4 run
tvALIlU
r> » t\ i a
KAD1U
Jrielp Wanted — (Cont a)
Help Wanted — (Cont d)
Management
Announcers
3 ANNOUNCERS
Early morning personality, experienced
newsman, staff announcer. 5 kw independ-
^ ent in New England year-round area. Ex-
cellent working conditions. Base pay $75
weekly — extras. Send tape, photo and com-
plete resume in first letter. Box 162A, B»T.
Sales
FIELD SALES
OPPORTUNITIES
with RCA
Opportunities are available in
sales of broadcasting, telecasting
and closed circuit TV equip-
ment. Desirable qualifications
include EE Degree and operat-
ing experience with equipment.
Send detailed resume of educa-
tion and experience to:
E. W. Taylor
Bldg. 5-1
Radio Corporation of
America
Camden 2, New Jersey
RADIO CORPORATION OF AMERICA
TWO GOOD ANNOUNCER-AIR SALESMEN with
first tickets needed. Going fulltime with a pop music,
news and sports format. Corpus Christ! metropolitan
population — 400,000. One Job leads to chief. Gulf
Coast area is fishing, boating, living paradise. Pay
$75 to 595 depending ability. Colleges handy. Call
collect or send tapes to: Tom Fleet, KANN, TU 4-
1590 Corpus Christi, Texas or PO 91366. Sinton.
Texas.
WW0.
Broadcasting
Telecasting
ANNOUNCEMENT
GCT ACTS AS
LOCAL SALES REPRESENTATIVES
ORIGINATES NEW ACCOUNTS
INCREASES CASH RECEIVABLES
PURCHASES STATIONS FOR THEIR OWN ACCOUNT
ARRANGES MERGERS
LONG TERM FINANCING
GAY THEATRE CO., 400 QUINCY STREET
FAIRMONT, W. VA. Telephone 8000
June 17, 1957
&3 —
— &•<> —
&3
-'J
ELECTRONIC ENGINEERS
Live in the Midwest
Enjoy the advantages of a
smaller midwest city. Give your
family a break. Get away from the
traffic and rush. Outstanding school
system.
Challenging opportunities in de-
sign and development work in Au-
dio, TV or High Frequency, AM
Broadcast Transmitters, and Com-
munications.
Advancement. Complete bene-
fits. Send details and photo to Per-
sonnel Director.
GATES RADIO COMPANY
Quincy, Illinois
Programming-Production , Etc.
NEWSMAN
Number one station in metropolitan market
needs newsman to prepare and voice news.
Prefer young man with some experience.
Salary subject to negotiation.
Radio KFOR, 814 Stuart Bldg., Lincoln
Nebraska
Page 111
FOR SALE
Situations Wanted — (Cont'd )
Announcers
HELLO!
I have for sale a classy, personal, smooth,
breezy paced, production-type disc show. Cur-
rently operating in one of the nation's top 15
markets from a 50 kilowatt network station.
If you would like to influence afternoon or night-
time listeners and make real friends of spon-
sors, send now for tape and success story. This
26 year old gentleman is married and holds a
B.S. Degree. My record and records speak for
themselves. Box 165 A, B»T.
Programming-Production, Others
CREATIVE NETWORK EXECUTIVE
Extensive Background in
PROGRAMMING, SALES and
ADMINISTRATION
LOOKING FOR NEW OPPORTUNITY
Box 167 A, B*T
TELEVISION
Help Wanted
Announcers
IMMEDIATE OPPORTUNITY AVAILABLE
for a top-notch television newscaster in a
major midwest market. Must have dynamic
on-the-air PERSONALITY. Send resume and
kinescope.
Box 947G, B»T
Programming-Production, Others
TELEVISION
Brite, yng., aggressive man with
TV Contacts to start TV script &
writers sales dept. for leading lit-
erary agency; modest sal. -f- %.
QUALIFIED Agcy., 147 W. 42 St.,
N.Y.C.
TELEVISION
Situations Wanted — (Cont'd)
Programming-Production, Others
LET'S WHEEL & DEAL
I'M IN A TRADING MOOD!!
Radio-TV Promotion & Merchandising
Know-How for Directorship in
Telecasting Industry or
Promising Position in Agency
Versatile young man
thoroughly experienced
in Radio & TV sales pro-
motion and merchandis-
ing. Excellent client rela-
tions.
FOR
Salary and
advance-
ment oppor-
tunities.
Resume and references upon request to:
Box 163 A, B«T
FOR SALE
Equipment
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
Stations
Tourist and government
payroll markets. Profitable.
Cash requirement within
$100,000.
PAUL H. CHAPMAN COMPANY
STATION BROKERS
84 PEACHTREE • ATLANTA
EMPLOYMENT SERVICES
BROADCASTERS EXECUTIVE
PLACEMENT SERVICE
CONFIDENTIAL CONTACT
NATIONWIDE SERVICE
HOWARD S. FRAZIER, INC.
724 Fourteenth Street. N. W.
WASHINGTON S. D. C.
NO
MATTER
a ton
you look at it,
a classified ad on
this page is your
best bet in getting
top-flight personnel.
FOR THE RECORD continued
continues from page 106
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of June 7
WJQS Jackson, Miss. — Granted authority to
operate transmitter by remote control.
KHVH Honolulu, Hawaii — Granted license for
am station.
WEEK-TV Peoria, 111.— Granted cp to change
ERP to vis. 178 kw, aur. 91.2 kw and change type
of ant.
Actions of June 6
WBEN Buffalo, N. Y.— Granted authority to op-
erate by remote control.
KMJ Fresno, Calif.— Granted authority to op-
erate trans, by remote control.
WSAV-TV Savannah, Ga. — Granted license for
tv station.
WMUB-TV Oxford, Ohio— Granted mod. of cp
to change ERP to vis. 4.17 kw, aur. 2.24 kw, in-
stall new trans, and ant. system, ant. 150 ft.
The following were granted extensions of com-
pletion dates as shown: WHOT Campbell, Ohio,
to 8-26, conditions; KSBW Salinas, Calif., to 10-
25, conditions; KGU Honolulu, Hawaii, to 6-30,
conditions; WPCC Clinton, S. C, to 9-6, condi-
tion.
Actions of June 5
WOKW Sturgeon Bay, Wis. — Granted request
for cancellation of license and deletion of call
letters of am.
WSAJ Grove City, Pa. — Granted permission to
remain silent beginning June 5 and ending Sept.
21 in order to observe college summer recess.
WSOC-TV Charlotte, N. C— Granted mod. of
license to change studio location.
KTUC Tucson, Ariz. — Granted cp to change
trans, location (studio location redescribed), in-
stall new trans, and make changes in ant. and
operate trans, by remote control.
KNOC Natchitoches, La. — Granted cp to change
ant. -trans, and studio location, operate trans,
by remote control.
WHP-TV Harrisburg, Pa.— Granted extension
of completion date to 12-6.
WIMA-TV Lima, Ohio — Granted extension of
completion date to 9-6.
Actions of June 4
KSOX Raymondville, Texas — Granted author-
ity to operate trans, by remote control.
Granted licenses for the following tv broad-
cast stations: WATV (TV) Newark, N. J., KBTX-
TV Bryan, Tex., KNOX-TV Grand Forks, N. D.
WCLM Chicago. 111. — Granted license for fm.
WHRB-FM Cambridge, Mass. — Granted license
for fm.
WHUS (FM) Storrs, Conn.— Granted license
for educational fm.
KASU (FM) Jonesboro, Ark. — Granted license
for educational fm.
Actions of June 3
WPAC Patchogue, N. Y. — Granted license cov-
ering increase in power, install new trans.,
change trans, location and install directional ant.
WETV Atlanta, Ga.— Granted mod. of cp to
change ERP to vis. 219 kw, aur. 120 kw, change
type trans, and change ant. system; ant. 400 ft.
KDXU St. George, Utah — Granted mod. of cp
to change type trans., redescribe ant.-trans. lo-
cation, specify studio location, and operate trans,
by remote control.
WNYS Salamanca, N. Y. — Granted extension
of completion date to 8-26.
W MM A Miami, Fla. — Granted extension of
completion date to 11-8.
UPCOMING
June
June 17-19: NATRFD Spring Meeting. Wash-
ington.
June 17-19: Natl. Convention on Military Elec-
tronics, Sheraton-Park Hotel. Washington.
June 19-21: Annual meeting, Western Assn. of
Broadcasters, Jasper Lodge. Jasper. Alta.
June 20: Federal Communications Bar Assn.
luncheon, Washington Hotel. Washington.
June 20-21: Colorado Broadcasters Assn., Glen-
wood Springs, Colo.
June 22: United Press Broadcasters of Minnesota,
Detroit Lakes, Minn.
June 24-28: Annual convention, Advertising
Assn. of the West, Hawaiian Village, Honolulu.
July
July 8-Aug. 2: Television Institute, U. of Cali-
fornia, Los Angeles.
July 20-23: National Audio- Visual Convention and
Exhibit, Fairfax, Va.
August
August 15-17: South Carolina Radio & Televi-
sion Broadcasters Assn., Ocean Forest Hotel,
Myrtle Beach, S. C.
Aug. 16-18: Semi-annual meeting, West Virginia
Broadcasters Assn.. Greenbrier Hotel, White
Sulphur Springs, W. Va.
August 20-23: Western Electronic Show and Con-
vention, San Francisco.
Page 112
June 17, 1957
Broadcasting
Telecasting
Model 667 Cardioid Microphone Gives
You a Choice of 40 Response Curves! and Presence Control*
THERE'S NOTHING MORE
VERSATILE ON THE MARKET!
Scale! 5 Decibeli per division
A — 300 cpi B — 5,000 cpi
C — 10.000 cpi
Model 667 does everything well! This new
E-V Variable "D" cardioid incorporates
an in-line transistor preamplifier which
can be located near the microphone or in
control room. Individual Bass, Treble and
Presence controls select any one of 40
frequency response characteristics for ex-
acting operations.
'Unique new Presence Control (see response
curves on preamplifier) provides 6.5 db
boost, at 3500 cps. Switch is located on
back of preamplifier.
Increased front-to-back ratio means better
discrimination against unwanted sounds.
There is no boominess from close talking.
Performers can work 2 to 3 times further
from the 667 than from conventional mi-
crophones— there is no loss of presence.
Simplifies boom operation, saves time,
eliminates crowding performer. Micro-
phone is small — 7 lA inches long, 1 H inches
in diameter at maximum — and weighs just
11 ounces. Helps correct for studio acous-
tic deficiencies, minimizes the problem of
flats, performs exceptionally well on loca-
tion and open-air remotes.
Model 667
Microphone
List $600.00
Here's How it Works
See your authorized E-V Distributor. Get
all the facts on Electro-Voice professional
microphones. Write for Bulletin 1 20-BT76.
ELECTRO-VOICE, INC., BUCHANAN, MICH.
Export: 13 East 40th Street, New York 16, U. S. A.
Cables: ARLAB
Broadcasting • Telecasting
June 17. 1957 • Page 115
TV STATION OWNERS:
You can
uncover
the
"shadowed
market j,
55
Get the reach
with TV Translators
Adler's Translator, type -approved
by FCC, repeats the mother station's
signal on UHF. It operates automat-
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bright, uninterrupted performance
with versatile Adler Unitized An-
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market — the one within your pat-
tern but shadowed by terrain, in-
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achieve full coverage.
ADLER ELECTRONICS'
UST-10 TV
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RATED OUTPUT:
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WRITE NOW FOR COMPLETE DATA
PEOPLE
A WEEKLY REPORT OF FATES AND FORTUNES
ADLER ELECTRONICS, INC.
MEW ROCHELLE, N. Y.
ADVERTISERS & AGENCIES : . . .
West P. Woodbridge Jr., formerly with
William Esty Co., N. Y., where he super-
vised the Colgate-Palmolive account, has
joined Robert Otto & Co., same city, as vice
president and account executive. Prior to
his association with Esty, Mr. Woodbridge
was advertising and sales promotion man-
ager of Pepsodent division of Lever Bros.
■< Richard McShane Kel-
ly, William Esty Co., and
before that with Lever
Bros., to Sullivan, Stauf-
fer, Colwell & Bayles,
N. Y., as vice president
and account supervisor.
Walter M. Warner, account executive-new
business director, Harold Miller Co., to M.
L. Grant, N. Y., as vice president-account
executive.
William L. Wernicke, radio-tv director,
Morey, Humm & Warwick, N. Y., elected
vice president.
William A. Sittig, vice president and mar-
keting director, Clinton E. Frank Inc., Chi-
cago, takes on additional duties as general
manager.
William J. O'Connell,
vice president of BBDO,
N. Y., named assistant to
general manager. He
joined agency in 1925 and
has been head of media
department and also ac-
count supervisor. In his
new position he will assist general manager
in N. Y. office management, new business
solicitations and contact with department
heads.
■< James R. Schule, BBDO
legal counsel, named as-
sistant to manager and
elected vice president. He
joined firm May 15 and
had served as legal coun-
sel since 1948.
Deane Uptegrove, executive vice president
of H. B. Humphrey, Alley & Richards, N.
Y. and Boston, appointed head of N. Y.
office of agency. In addition to his new
duties Mr. Uptegrove will continue as cre-
ative director.
MacLean Chandler, Harrington-Richards,
and before that ABC, to BBDO, S. F., as
account executive.
-< Stuart Heinemann, gen-
eral manager, Allied Adv.
Agency Inc., L. A., to An-
derson - McConnell Adv.
Agency Inc., same city, as
account executive. He has
been in agency work for
1 1 years and served as ac-
count executive and manager handling ac-
counts in pharmaceutical, food, furniture
and dairy fields. Prior to this he worked
for newspapers and did radio reporting.
Norman A. Church, formerly vice president
Page 114 • June 17, 1957
of Philip J. Meany Co., L. A., to BBDO,
same city, as account executive.
■< David M. Baylor, for-
merly general executive,
WEWS (TV) Cleveland,
Ohio, to Lang, Fisher &
Stashower, same city, as
JR^^I director of client develop-
■Ht^EflB ment. He has been associ-
Ohio for past 22 years and organized, built
and operated Cleveland's first postwar radio
station WJMO.
Bernie Spiro, production manager, Ben
Sackheim Inc., to Gore/Serwer Inc., N. Y.,
in similar capacity.
■< Ralph L. Gemberling,
formerly with WSTC
Stamford, Conn., program
department, to Manage-
ment Assoc. of Conn. Inc.,
same city, as station rela-
tions manager.
Toni Pearson, formerly radio timebuyer,
Parker Adv., N. Y., to Alvin Epstein Adv.,
Washington, as national media department
director.
Bob Weber, formerly with William Esty Co.,
to Carl S. Brown Co., N. Y., as art director.
Robert Boe, formerly with Foote, Cone &
Belding and Neale Adv. Assoc., to Ruth-
rauff & Ryan, L. A., as senior art director.
Daniel G. Lewis, account executive with
Charles W. Hoyt Co., N. Y., to Woolite Inc.,
N. Hollywood, Calif., as assistant to presi-
dent.
Frank Daniel, business manager of radio-tv
department of Lennen & Newell, N. Y., to
Ted Bates & Co., same city, as assistant
media supervisor.
Donald L. Vogt, formerly advertising man-
ager for Plee-Zing Inc. (national food sales
company), Evanston, 111., to Needham,
Louis & Brorby, Chicago, public relations
department.
W. G. Goldsmith, L. A., public relations
man, has established his own advertising
and publicity organization, W. G. Gold-
smith Co., at 857 S. San Pedro St., L. A.
Roger C. Bumstead, media director, Mac-
Manus, John & Adams, N. Y., and Lila
McFadden, formerly with MJ&A and now
with C. J. LaRoche & Co., also N. Y., mar-
ried June 8.
FILM a»
Stanley L. Yentes, with NBC since 1950
and formerly with United Artists Corp. and
20th Century-Fox, named manager of sales
service for NBC Tv Films, division of Cal-
ifornia National Productions.
Ernest A. White ITJ, sales and sales promo-
tion department Inter-Mountain Network,
Denver, to ABC Film Syndication advertis-
ing and promotion department as copy chief.
Gene Plotnick, formerly with Billboard, ap-
Broadcasting • Telecasting
pointed trade and consumer press editor of
Screen Gems Inc., N. Y., effective today
(Mon.)-
Frank Tipper, in London and Paris for past
two years as designer of animated commer-
cials for Halas & Batchelor and Anigraph
Films, joins Le Ora Thompson Assoc., Hol-
lywood, in similar capacity.
Raymond C. Fox, controller of ABC Film
Syndication, awarded degree of master of
business administration by New York U.,
June 6.
NETWORKS . .
Harold Graham Jr., account executive, Mc-
Cann-Erickson, to CBS-TV Hollywood as
program executive.
Dee Engelbach, formerly executive vice
president, Circo Productions Inc., to pro-
ducer-director of CBS Radio Workshop.
Mort Abrahams, executive producer of sev-
eral NBC-TV color spectaculars, signed as
producer of all live programs in network's
suspense-mystery series Crisis (Mon. 10-11
p.m. EDT), beginning Sept. 30.
STATIONS • .!
■< William B. Caskey, vice
president and general man-
ager, WPEN - AM - FM
Philadelphia, named exec-
utive vice president. He
joined WPEN in 1947 as
promotion-public relations
director and served suc-
cessively as program director, assistant to
president, general manager and vice pres-
ident-general manager.
■< George C. Stevens, sales
director, WRCA New
York, to Transcontinent
Tv Corp., same city, as
general sales manager.
Transcontinent owns and
operates WROC-TV Roch-
ester, is 50% participant
in ownership of WSVA-TV Harrisonburg,
Va., and has concluded merger agreement
for WGR-AM-TV Buffalo.
Ralph A. Petti Jr., formerly manager of
KWBT Colorado Springs and management
consultant, named general manager of
VVBOW Terre Haute, Ind., WPFA Pensa-
cola, Fla., and KLEE Ottumwa, Iowa.
Joe Evans, local sales
manager, KFJZ-TV Fort
Worth, named national
sales manager. Bill Terry,
promotion manager, suc-
ceeds Mr. Evans as local
sales manager.
Jim Cox, former executive of BMI in both
N. Y. and L. A., and more recently execu-
tive vice president of Alexander-Bailey Adv.,
Long Beach, Calif., has been appointed sta-
tion manager of KDAY Los Angeles.
'1
LIVING
SOUND
captured at last in
SOUN
TV spot news on
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*1953 Academy of Motion Picture Arts & Sciences Award
REEVES SOUNDCRAFT CORPORATION
10 E. 52nd St., New York 22, N. Y. • West Coast: 338 N. La Brea, L. A. 36, California
WORLD'S LEADING MANUFACTURER OF RECORDING FILMS
Broadcasting • Telecasting
The Taxpayer
Are high taxes reducing your incentive to work harder and earn more?
i
f you're one of the more than 65
million Americans who hold down a
job, you probably work about 40 hours
a week.
But did you ever stop to consider that
taxes are so high today you work for
yourself only 27 of those 40 hours? The
other 1 3 go to pay your share of the cost
of government.
No one expects to live without taxes,
obviously. But when they take more than
$110 billion, or about one dollar out of
every three earned, something's wrong.
You pay these taxes in more ways than
you know, too.
If you lived in California, for instance,
made $7,500 last year, and listed a wife
and two children as dependents, you
were taxed these ways to start with:
Federal income $875, Social Security $95,
State income $25, Property tax $325,
Auto license tax $40, State and Local
sales tax $75 and Telephone tax $10.
This adds up to $1445 and it's only
the beginning.
Did you buy a car? Figure another
$175 tax. The tax on the gasoline to run
your car was at least $65. You also paid
a 10% tax every time you bought a
plane or train ticket or spent a dollar
at the movies.
And you're still not through. Because
every company that made anything you
bought had to pay taxes on practically
everything that went into the product.
These thousands of indirect taxes were
eventually passed on to you as part of the cost
of your purchases.
The result? At least one-third of what
you earned went to pay taxes in one
form or another.
The real danger is obvious: taxes this
high may be so discouraging that you
have less incentive to work harder, earn
more money and produce more.
YOUR COMMENTS ARE INVITED. Write:
The Chairman of the Board, Union Oil Co.,
Union Oil Bldg., Los Angeles 17, Calif.
Union Oil Company OF CALIFORNIA
MANUFACTURERS OF ROYAL. TRITON, THE AMAZING PURPLE MOTOR OIL
Page 116 • June 17, 1957
Broadcasting • Telecasting
PEOPLE CONTINUED
-< Robert L. Lamb, sales
manager of Crosley Broad-
casting Corp.'s Chicago
office, becomes sales man-
ager of WLWI (TV) In-
dianapolis, effective July
1. Station is scheduled to
lo on air in September.
James F. Jae, sales department head, KLIK
Jefferson City, Mo., promoted to station
manager. Bob Benedict, sales department
member, succeeds Mr. Jae.
■< Gene Pierce, manager
of KPIC-TV Roseburg,
since station went on air
in April, 1956, returns to
KVAL-TV Eugene, both
Ore., where he was for-
merly salesman, as local
account service manager.
Aaron Boe, KVAL-TV
sales staff, succeeds Mr.
Pierce as manager of
KPIC-TV. Both stations
are licensed by Eugene
Television Inc.
Leo Deker, tv pro-
ducer-director, named pro-
duction manager of
WSOC-TV Charlotte, N. C.
He will supervise WSOC-
TV's producer - directors,
studio operators and op-
eration of prop room and
studio.
Charles M. Ferguson, station manager,
KBUC Corona, to KACE Riverside, both
Calif., as commercial manager.
■< John F. Hurlbut, man-
ager of tv promotion re-
search, Peters, Griffin,
Woodward Inc., N. Y., to
WFBM-AM-TV Indianap-
olis, as promotion and
public relations manager.
M Estel D. Freeman, for-
merly continuity editor
and member of sports de-
partment of WIBC In-
dianapolis, joins WFBM-
AM-TV as publicity man-
ager. Both appointments
are effective July 1.
Jay B. Sondheim, general sales manager,
WSEE (TV) Erie, Pa., to WLBR-TV Leb-
anon, Pa., as operations executive.
Barry Hersh, commercial production man-
ager, WKRC-TV Cincinnati, Ohio, pro-
moted to sales representative. Leonard
Goorian, executive producer, assumes ad-
ditional duties as WKRC-TV commercial
production manager.
Eugene F. Mitchell, product sales manager,
Armour & Co., to WEEI Boston as mer-
chandising director.
Broadcasting • Telecasting
RADIO REVISITED
PARKS JOHNSON, credited as the
man who originated the "man-on-the-
street" program on a local station and
on a network, is back as the corre-
spondent for KTBC-AM-TV Austin,
1 1 Tex., from the re-
sort town of Wim-
berly in the hill
country.
The man-on-the
street idea was first
conceived by Mr.
Johnson back in
1932. Engineers for KTRH Houston
strung a line out the window of their
downtown studios, and Mr. Johnson's
Vox Pop was off and running. The
program ran three years on KTRH
before a talent scout from New York
scooped up Mr. Johnson and his idea
and whisked them to CBS in New
York. He quit in 1948 to build a
rambling ranch home on the Blanco
River at Wimberly and to do a bit of
writing.
-< George R. Oliviere, for-
merly sales manager,
WXEX - TV Richmond,
Va., to WGST Atlanta
(operated by Georgia Tech)
as executive director.
■< William Schwarz, ex-
ecutive producer KYW
Cleveland, to WCCO
Minneapolis as program
director. He replaces Rob-
ert McKinsey, resigned.
Allen Jeffries, news editor, WSJM St. Joseph,
Mich., to WISH Indianapolis as news editor.
He is succeeded at WSJM by Dewey Hanes,
member of news staff. Brad Owens has
joined WSJM announcing staff.
John W. Shultz, presi-
dent and general manager
of WHEE Martinsville,
Va., elected mayor of
Martinsville.
Hugh A. L. Halff Jr., chairman of board of
Southland Industries Inc. (owners and op-
erators of WOAI-AM-TV San Antonio),
married Betty Lou Barton of Houston on
June 8.
REPRESENTATIVES
Tom Edwards, assistant sales manager,
Forjoe & Co., N. Y., to Blair-Tv Assoc.,
same city, as account executive.
Beulah Funk, assistant manager of film
department, WOR-TV New York, to Blair-
Tv, same city, as supervisor of program
promotion.
TRADE ASSNS. mmmmmmmmmmmmm
■< R. C. Sickler, product
group manager, of adver-
tising department, E. I.
du Pont Nemours & Co.,
Wilmington, Del., elected
chairman of board, Na-
tional Advertisers Assn.
-hp r
MANUFACTURING mmmmmmmmmmmm
Harold A. Goldsmith and Herbert Herz,
vice presidents of Magnetic Amplifiers Inc.,
N. Y., elected president and executive vice
president, respectively.
•< Theodore Smith, head
of RCA's defense elec-
tronic products since 1955
and executive vice presi-
dent for past year, named
executive vice president of
industrial electronic prod-
ucts.
■< Arthur L. Malcarney,
general manager, commer-
cial electronic products
since 1955, succeeds Mr.
Smith as executive vice
president of defense elec-
tronic products.
INTERNATIONAL mmmm
George A. Leslie to manager of new
Toronto, Ont., office of Walton Adv.
Agency, Hamilton, Ont.
George MacDonald, manager of CJQC
Quebec, to program coordinator of CJON
St. John's, Nfld. David Boxer, announcer of
CKLB Oshawa, Ont., joins CJON in similar
capacity and Robert Buck to sales depart-
ment of CJON-TV St. John's.
PROFESSIONAL SERVICES nw
Bill Steinmetz, Rogers & Cowan publicist
for Hal Roach Studios, father of Paul Wil-
liam, June 11.
TRY AGAIN
MORRIS S. NOVIK, president of
WOV New York and broadcast con-
sultant to AFL-CIO, and Mrs. Novik,
sail today (Monday) for Europe aboard
the Italian liner Julius Caesar. The
Noviks were among the passengers
rescued from the A ndrea Doria, which
sank during collision with the Stock-
holm last July. Mr. Novik is making
his annual visit to the WOV studios
in Rome during the six to seven week
trip. He will also present to the presi-
dent of Sicily an album of recordings
on his trip to New York last spring.
In Norway and Denmark, he will meet
with radio and tv officials to discuss
programming and operations planning.
June 17, 1957 • Paee 117
TV SPELLS OPPORTUNITY
FOR THE ART DIRECTOR
COMMERCIAL television has placed a new importance on the agency art di-
rector, writes William C. Duffy, one of the 70 contributors to the new book
Art Directing: For Visual Communications and Selling [Hastings House, 41 E.
50th St., New York City, 240 pp. $15.]. A native New Yorker, Mr. Duffy
[pictured] is senior television-motion picture art director for McCann-Erick-
son. He pioneered in early experimental live and film tv shows and is said to be
the first accredited tv art director. Mr. Duffy's chapter, from the television por-
tion of the book, is presented herewith.
TELEVISION is, first and foremost, a visual
medium. It is similar to and yet dissimilar
to any other advertising, entertainment or
communication medium. It presents a new
field to the art director in which his job is
huge, his scope wide — his potential unlim-
ited.
The basic function of the television art
director is a creative one. He is an idea
man with a practical working knowledge of
his medium and the overall techniques of
advertising, psychology and research. He
must know thoroughly and believe strongly
in tv as a sales medium. He must keep
abreast of rapidly changing production
methods. He must be able to work with
the writer in creating a whole campaign —
as well as one specific commercial — and
maintain, throughout, a strong visual ap-
proach.
His storyboards, rough or comprehensive,
serve as a guide to the finished commercial.
By themselves the individual drawings that
make up a storyboard may have little mean-
ing. It is only when they are read — like
music, as a sequence of notes — that they
illustrate the fluid image and prove the basic
rule of the tv art director: "Commercials
are not just written, they are designed".
HE MAY BE 'TASTEMAKER OF TOMORROW'
The functions of storyboards are many
and varied. They show the client what he
may expect from his commercial as a fin-
ished project. They act as a pattern to fol-
low in designing specific art work, lettering,
special effects, settings, lighting, costumes,
animation and styling. They also function
as a definite guide for the producer and di-
rector in cost estimating, scene composi-
tion, animation execution, visual color and
pacing. In short, they are the blueprints by
which the original idea is guided to com-
pletion.
The television art director designs layouts
for lettering, artwork, displays, packages,
settings, lighting, costumes, makeup, anima-
tion, props and product photography. He is
responsible for the construction of artwork
and scenery used in commercials, selects the
source of finished work and handles the cost
estimating and final purchasing. He must
follow through and supervise the work in all
stages and, on its completion, give it his final
stamp of approval. Thus, in television the
art director may truly be called the "taste-
maker of tomorrow."
Television is a complex medium that calls
for a wide range of activities not generally
required in other mediums. The budgets and
deadlines are usually much tighter, further
complicated by the absence of hard and fast
rules of procedure.
Teamwork is an essential factor in the
successful solution of any given problem. A
good tv art director learns to work closely
with the writers, producers and others con-
cerned. While the personal contribution may
be great, the personal recognition is relatively
small — tv is not a one-man medium.
In television, the AD is not confined to
his drawing board as much as are most
art directors in other fields. His time is
roughly divided between creative and client
meetings, film screenings, on location and at
studios (live, animation and film), in control
rooms, at display and construction com-
panies, and at prop and costume warehouses,
or general window shopping. But this, too,
varies between agencies.
Some AD's handle many more of the parts
of a commercial than do others. It has
been said, as a matter of fact, that the ideal
commercial-creator would be an art director
who could write advertising copy, then turn
his cap around and go out and produce it.
The television art director should have,
ideally, a background in the fine arts, ad-
vertising art, display, typography and letter-
ing, illustration, architectural drafting,
cartooning, design (set, package, industrial
and general) and decoration. He must have
an understanding of construction and
dimensional artwork, and should be suffi-
ciently flexible to meet the varied, changing
requirements of the medium. In addition,
knowledge of and interest in allied subjects
such as the theatre, music, the dance, radio,
photography, films, advertising and market-
ing, engineering, research, psychology,
writing, salesmanship, business administra-
tion and public speaking will prove to be
valuable assets.
The future possibilities of television art
direction are unlimited. With the growth of
tv as a sales, entertainment and educational
force, the role of the AD is becoming more
and more definite and important. The advent
of color tv will only serve to increase both
his work and his potential. When the cost
of color tv sets reaches the level necessary
to insure a large audience for advertisers,
the art direction needed on color alone will
call for specialization and concentration on
color harmonies, color psychology and color
as a sales impetus.
Color shouldn't have happened to tele-
vision for at least three years- — but it did.
and the opportunities are boundless. Who
else can handle the task but people who have
been trained in just these specialties — the
art directors?
There is a choice of futures in any one
of a number of directions within the tv
field — in advertising agencies both large and
small, the major networks or in the smaller
stations here and abroad, with art serivces,
producers of live shows or film and anima-
tion, in scenic and display studios, with the
advertising staffs of leading companies, with
editorial and news services, or as a free-
lance with any of all of them. In other words,
the tv art director can go as far as he
chooses by working hard — as a pioneer, a
salesman, a producer, a businessman and as
an artist.
TWENTY QUESTIONS
AND ANSWERS
Q: If 50% of the client's money is in tv why
are there so few tv art directors com-
pared to print art directors?
A: The work done by print art directors has
many outlets — magazine, newspaper, bill-
board, merchandising, editorial, and so forth.
More art directors are needed to produce
these varied media. But many agencies have
added tv art directly to the print art direc-
tors who were capable of handling both. Re-
member, the tv industry is comparatively
Page 118 • June 17, 1957
Broadcasting • Telecasting
The sphere above is a "core" for one kind of research atomic reactor. The metal tubes in the foreground and at
the right show various test designs for holding the small uranium fuel pellets in other kinds of atomic reactors.
Strange new "tools" of atomic-electric power
These are some of the strange new
"tools"' used to produce, test, or ex-
periment with atomic-electric power.
They are among the things that will
help bring electricity from the atom.
"Tools" like these are being used in
developing several atomic-electric
plants now under way. A number of
electric light and power companies
from many parts of the country are
working with each other and with
equipment manufacturers and the
Atomic Energy Commission to develop
the plants.
For more than 75 years. America's
independent electric light and power
companies have produced more elec-
tricity than any other nation in the
world. And they have helped develop
ways to produce it more efficiently year
after year. That's why you can expect
electric companies to continue to do
their part to advance the new science
of producing electricity from the atom.
America's Independent Electric Light and Power Companies*
•^Company names on request through this matiaziuc
Broadcasting • Telecasting
June 17, 1957 • Page 119
young. The number of tv art directors will
grow fast.
Q: Do you need any additional art train-
ing for storyboards?
A: An art director trained to work quickly
on newspaper and magazine roughs can
adapt his style readily to storyboard roughs.
However, he must learn to think in con-
tinuity, not picture by picture.
Q: Why do some advertisers use animation
while others prefer "live action"?
A: That is a question many advertisers are
asking their agencies. Generally, the ani-
mated commercial makes a pleasant impres-
sion, is good for name identification and
stands up under repeated showings better
than live action. On the other hand, the
live action commercial has conviction to of-
fer the viewer — he is more apt to be swayed
by honest argument and a live demonstra-
tion. They both have their merits. That's
why you see so many commercial that em-
ploy both techniques in one commercial.
Q: Does one need a basic photographic —
graphic arts — film production back-
ground?
A: It will help to understand the limitations
and advantages of all three. A practical
working knowledge is necessary. While act-
ual experience in any of these is a distinct
plus, it is not essential.
Q: Does one need a knowledge of timing in
interpreting his storyboard?
A: One certainly does. For instance, it
I'M NOT
ch. 35
I'M REALLY
ch. 32*
* I HAVE 120,000
WITNESSES
SATELLITE OF WWLP
SPRINGFIELD, MASS.
NBC - ABC
wouldn't do to show an announcer walking
from the library through a door to the patio
if the action was covered by only one line
or dialogue. Give him something else to do.
Q: Do you feel tv advertising will replace
print advertising?
A: No. The advertiser cannot afford to
dispense with any of the basic media. How
and when he will use which depends on his
budget, his product and public response.
Q: Are the opportunities in tv art direction
greater than in print art direction?
A: That's like asking whether the opportuni-
ties are greater for an illustrator or an art
director. It depends on the man. There are
great opportunities in both tv and print.
Q: Do you feel the trend in commercials on
tv is to the "Buckeye"?
A: If you mean honest, logical, reason-why
selling, the answer is yes. However, there is
plenty of room for imagination in this field
as long as you don't violate the prime rule
of ad making — selling the customer on your
product.
Q: Are the monetary dividends as great in
tv art direction as they are in print?
A: As in print, the salary varies with the
man. A layout man gets less than an adver-
tising art director. An able television art
director or producer usually does as well
financially as his opposite number in print.
Q: Do you have to have good color sense?
A: It's becoming more important every day.
A good color sense and the ability to put it
down on paper will be an essential when
color reaches its expectation. Color will con-
vince many a housewife or husband that
your product is the one for him. The realism
of color needs careful handling on tv and,
just as in the cinema, it will set the mood
and set up the sale.
Q: Do you have a variety of art techniques
or is drawing more important?
A: The most important thing is conveying
the idea to the client. Drawing and variety
of techniques are tools and naturally you'll
want to present your idea in the best form.
Good draftsmanship will be needed to do
this simply.
Q: Do you have to have a knowledge of
interior decoration?
A: Whether you do planning of storyboards
or actual production work, interior decora-
tion and set dressing are a big part of the
commercial picture. A badly decorated set
can detract from the selling message — make
it look cheap, create the wrong impression.
Q: What art medium is best and fastest to
work in?
A: No limitation on this. Carbon pencil and
smudge are popular. Pen and wash, pencil
and pastel work out well. The objective is
a snappy storyboard that can be photostated
without losing the separation of tones in
your original.
Q: How important is the tv art director in
the all-over planning of a campaign?
A: If the campaign originates for use on tv,
the tv art director is very important. To
date, the actual campaign themes have been
created largely by the copy chief and writers.
The design and format of a tv campaign de-
pend largely on the art director.
Q: Is the opportunity limited only to large
agencies?
A: This depends on an agency's tv billing.
An art director in a smaller agency who can
double in brass (tv and print) can usually
make his own opportunity.
Q: Can a tv art director plan his commer-
cial on an experimental basis and strive
for something new in techniques or does
he have to adhere to the old methods?
A: There is no ceiling on tv methods of
planning a commercial. If the experimental
technique can be indicated on a storyboard
with a competent analysis of the reason why
it will work, any client will be happy to have
something new. But experiment on film is
costly, and is apt to lose out to a proved
technique on a dollar-and-cents basis alone.
Q: Do you feel the restrictions placed on a
tv art director are greater than those of a
print art director?
A: Yes. Less is known about tv art direc-
tion, about potential techniques. Many fac-
tors, such as the number of people involved
in producing a commercial, the unions
necessary to tv, the mechanical limitations
of time, and the overall need for educating
both the advertiser and the listener all con-
tribute to limiting the commercial. This in
itself is a great challenge and, as the industry
grows and grows, the responsibility for good
tv advertising will rest with the people who
are best fitted for the job — the creative staff.
Q: How important are the restrictions
placed on you in relation to what the
client has requested?
A: About the same as in any medium. If
you feel your client is restricting you, do
two storyboards. Do one to his specifications
(to the best of your ability) and then do a
better one if you can.- You can't miss. Good
commercials have a way of selling them-
selves.
Q: Isn't it true the art director's knowledge
of advertising will be limited by working
only in this medium?
A: No. Advertising has the same basic struc-
ture and appeals. Tv work will tend to narrow
your expression. But it is a big field and
your advertising knowledge will grow.
Q: What are the art director's chances of
becoming the executive art director?
A: If he has executive ability and overall
knowledge of other media — why not? Re-
member, it took over 30 years to get the
print art director to his present level. Tv
needs time. The future and the men who
make it will decide who will be the head
man.
Page 120 • June 17, 1957
Broadcasting • Telecasting
For A Tough Grind. This mill is used to grind the highly abrasive, low-grade iron ore called Taeonite. Rolled Steel
Plate Lining, bolted to the inside surface of the large revolving cylinder, lifts and tumbles the load and also protects
the shell from the grinding action of the steel rods and the ore. This lining, especially made for such service, processed
1,100,000 tons of Taeonite— another outstanding performance of USS Lo rain-Rolled Plate Linings.
Homemade Bread, in a -Tin" steel
Pan. Commercial bakers, who can af-
ford and demand the finest, say that
"tin" bread pans give them a bigger,
better loaf of bread. These "tin" pans
are actually made from steel sheets,
coated with a thin layer of pure tin.
USS Tinplate. we call it. You can buy
pans of this type at any department or
varietv store.
Steel Spider Web. If you ever needed it. here's proof that amazing things can be
done with steel. This is an 83-foot-high dome for a potash storage building that will
be covered with steel sheets. This complicated structure was prefabricated and
erected by American Bridge Division of U. S. Steel.
UNITED STATES STEEL
AMERICAN BRIDGE . . . AMERICAN STEEL I WIRE and CYCLONE FENCE . . . COLUMBIA-GENEVA STEEL
CONSOLIDATED WESTERN STEEL . . . GERRARD STEEL STRAPPING . . . NATIONAL TUBE ... OIL WELL SUPPLY
TENNESSEE COAL I IRON . . . UNITED STATES STEEL HOMES . . . UNITED STATES STEEL PRODUCTS
UNITED STATES STEEL SUPPLY . . Divisions of UNITED STATES STEEL CORPORATION. PITTSBURGH
UNION SUPPLY COMPANY ■ UNITED STATES STEEL EXPORT COMPANY • UNIVERSAL ATLAS CEMENT COMPANY
SEE THE UNITED STATES STEEL HOUR. It's a full-hour TV program presented every
other Wednesday evening by United States Steel. Consult your newspaper for time and station.
Broadcasting • Telecasting
June 17, 1957 • Page 121
OPINION
SQUARE HOLES FOR SQUARE PEGS
APPLIES TO PROGRAMS, TOO
THE finest syndicated film show
doesn't stand much of a chance for
survival unless it is properly mated
with the right sponsor's product and
slotted in time that commands the
proper audience. That's the con-
clusion of Herbert B. Leonard, pro-
ducer of Screen Gem's Rin Tin Tin
and 77th Bengal Lancers as well as
co-producer with Norman Blackburn
of Circus Boy. He cites the role of
wi,m /' 'i this compatibility factor in connec-
tion with the varying successes of these three programs. Mr.
Leonard states his case this way:
I DON'T understand it. Why is it always the program that's at
fault when the sponsor doesn't get the sales results he expected?
Isn't it possible that the commercials weren't right? Or that the
kind of people who watch that kind of program aren't the kind
of people who buy the sponsor's products? Why does a program
that has proved its ability to draw a good audience week after week
get dropped for a new program whose audience pulling power has
not been tested?
Let's get specific. Last fall, two new series started on NBC-TV
as Sunday evening programs. One, The 77th Bengal Lancers, is
a romantic, sophisticated adventure series dealing with a British
regiment in India in the latter part of the 19th century. The sec-
ond is Circus Boy, whose title tells the story.
Now look at the network's schedule. Roy Rogers, with proved
juvenile appeal, is on at 6:30-7 p.m. Bengal Lancers, whose ap-
peal is definitely to an adult audience, is scheduled at 7-7:30 p.m.
Circus Boy, again appealing primarily to the youngsters, follows
at 7:30-8 p.m. If you were deliberately trying to lose your audi-
ence, you couldn't arrange things much better than by this switch-
ing from kids to adults and back again.
But that's not all. Bengal Lancers advertises one of General
Foods' breakfast cereals and the commercials are aimed directly
at the kids, although the program is not. Circus Boy's sponsor,
Reynolds Metals, uses its commercial time to present an institu-
tional message that to me appears miles over the heads of the ju-
venile viewers most likely to make up the program's regular audi-
ence.
How can such a formula work? The answer is that it can't.
Both programs are leaving NBC this season. Bengal Lancers is
going into syndication and Circus Boy is switching to ABC-TV
with (finally) the right kind of sponsor, Mars Candy Co. Now,
if the times and sponsors had only been reversed during their first
year, both might well have been renewed for another season on
NBC-TV.
Take one more example. Rin-Tin-Tin. Here's a series aimed at
children, put on at 7:30-8 p.m., Fridays, a time when youngsters
can watch without a family row about their staying up beyond
bedtime on a school night, and sponsored by National Biscuit Co.,
whose products are consumed in great quantities by the youngsters
who watch the adventures of the boy and his dog each week. This
series has been on tv for three years and has just been renewed for
two years more.
Do I sound vehement? If so, it may be because I produced all
three of the programs I've been talking about. I'm not vain enough
to think they're perfect just because I produced them. But I do
wonder if it's not more than coincidence that the program which
fits its time and product is the one which remains on the same
network season after season.
In Hollywood, we take casting very seriously. If we don't get
the right actors to portray the key roles in our pilot film, we'll
never sell the series. It seems to me that the agencies on Madison
Avenue should take their casting problem, that of getting the right
show and the right time to reach the prospects for their client's
products, just as seriously.
| OVERSEAS DEMAND
PHILIP N. KRASNE, Gross-Krasne Inc.,
if: explains film distribution potential over-
|| seas, co-incident with company's establish-
|| ment of international distribution sub-
|| sidiary May. 28.
TODAY the status of television in lapan
France, Germany and Latin America is
§1 on a par with what we had in the U. S.
|| in 1951. If you will recall the fantastic
growth of our whole industry that took
place within a few short months that year,
II you will see that it does not require un-
|| usual foresight to anticipate what tomor-
row promises in the field of foreign tv
distribution.
American distributors haven't even
|| scratched the surface of one international
|| market that already has an enormous
If; potential for revenue. A recent experience
gi of ours is an example of what can happen
|| in this market, the United Kingdom.
We were fortunate to sell our O. Henry
|| Playhouse to the BBC for two complete
runs and to get top dollar for our product.
But I know that this is only a fraction of
Page 122 • June 17, 1957
mm, PLAYBACK _
QUOTES WORTH REPEATING
what we could have received if we dis-
tributed a product created from the point
of universal acceptance from all markets.
A proper sale in England alone can pos-
sibly bring an additional $250,000 on
each series over and above what we get
in national sales in the U. S.
. . . That product with global appeal
will receive global attention and achieve
global sales.
IN CHOOSING RESEARCH
DONALD H. McCOLLUM, vice presi-
dent, Schwerin Research Corp., speaking
at last month's ANA meeting in Arrow-
head Springs, Calif., lists six requirements
for good research.
PROPER sample: Do you have enough
people and are they the right people?
Applicability: Is the method really de-
signed to measure what it claims to?
Reliability: If the same study is re-
peated, will it give the same result?
Validity: Does independent evidence
support the results?
Reproduceability: Could any qualified |
persons use the method and get the same
results?
Inspectability Are the method and its
operation an "open book"?
SHE BUYS MUCH MORE
WILLIAM D. TYLER, vice president,
Leo Burnett Co speaking last month
at the Chicago Tribune forum on dis-
tribution and advertising gives a picture ||
of the housewife's increased buying power ||
and attendant problems for advertising ||
in selling her.
WHEN today s housewife goes to a food ||
store she makes 20 purchases instead of ||
the 10 she did 10 years ago. She has 25%
more real income to spend and she has,
on the average, half a mouth more to
feed than 10 years ago. The store she
shops in carries 6,000 items instead of the
i.000 it did in 1947. Besides, there are |
now 15,000 new food items being intro- ||
duced each year instead of the 2.500
that were introduced annually then.
Broadcasting • Telecasting
Chuck Phanis, KPRC-TVs news cameraman (left), shows DuPoni Technical Representative Bill Gatlin a news film shot earlier
in the day. "Du Pont 931 gives us more snap in our pictures," says Chuck. '"We get crisper images, greater shadow detail."
"We got better picture and sound by
changing to Du Pont 931 Film"
. . . says Charles P. Pharris. newsreel cameraman at kPRC-TY.
-Houston. Texas. Chuck Pharris continues:
"Bv changing to Du Pont 931 Rapid Reversal Film, we
found we could get better rendition in shadow areas. The
DuPont film has an extremely wide latitude which allows us
to shoot in dark hallways and entrances to courts where much
of our new s takes place. Virtually all our work is done with
available light and the fact that we can rate 931 at very high
ASA numbers without seriously impairing contrast or increas-
ing graininess makes this film ideal for newsreel work.
"Sound reproduction, too. is superior to that given by any
other film we have used— the sound track never blocks up."
Du Pont Rapid Rev ersal Film can be processed fast. Chuck
Pharris has found that he can shoot film as late as 4 p.m.. send it
to the outside processing lab. and have it at the studio for the
6 p.m. news program.
Pharris also appreciates Du Pont service. "Although we
rarely have a problem as such." he says. "Bill Gatlin. the DuPont
Technical Representative, is always available and can be relied
upon to give us the assistance we need."
For more information, ask your nearest DuPont Sales Office,
or write to Du Pont. Photo Products Department. Wilming-
ton 9S. Delaware. In Canada, Du Pont Company of Canada
(1956) Limited. Toronto.
DU PONT MOTION PICTURE FILM
SALES OFFICES
Atlanta 8, Ga 805 Peachtree Bldg.
Boston 10. Mass 140 Federal Street
Chicago 30. III.. 4550 Touhy Ave.. Lincolnwood
Cleveland 16. Ohio 20950 Center Ridge Road
Broadcasting • Telecasting
Dallas 7, Texas 1628 Oak Lawn Avenue
Los Angeles 38. Calif.. 7051 Santa Monica Blvd.
New York 11, N. Y 248 West 18th Street
Phila., Pa 308 E. Lancaster Ave., Wynnewood
Export Nemours Bldg., Wilmington 98, Del.
BETTER THINGS FOR BETTER LIVING
...THROUGH CHEMISTRY
June 17, 1957
Pase 122
— MONDAY MEMO
from JEROME R. FENIGER, vice president in charge of tv-radio programming, Cunningham & Walsh
WHY CANT NETWORKS LEARN TO PLAN?
TO PARAPHRASE Rex Harrison s song in "My Fair Lady"
. . . "Why can*t the networks learn to plan?"
Certainly, to us in the advertising business, this is just as
important a problem as the one Henry Higgins faced in
teaching the English to speak their native tongue. However,
the networks' problem is not merely one of communication.
Their problem is in planning ahead so they know what to
communicate to their prospects and clients about plans for
the coming season.
Planning ahead is the cornerstone of any successful ad-
vertising campaign. At Cunningham & Walsh, our entire op-
eration is built around a plan, custom tailored for each client,
outlining the entire course of action for a year. Each detail of
our overall plan in terms of the marketing objective, copy
platform, media, piogramming. merchandising and research
is carefully spelled out.
As far as I'm concerned, there's a basic difference in
planning at the network management level. In the strato-
spheric level at the various three letter headquarters, the
prime concern seems to be with the problems of tomorrow,
the day after tomorrow or. at best, next week. In some rare
cases, it's next month.
I'm sure that many of my good friends in network manage-
ment will quickly rise with some good-natured heat to deny
this charge. All I can say is that if such planning for next
season does in fact exist, there has been a great deal of suc-
cess in keeping this information under wrraps. If, by some
quirk of fate, information about future plans is ferreted out
(by means of intelligence plans which would rival some of
the great successes of the OSS) the plans are couched in such
vague and nebulous terms that it takes an agency man with
the imagination of Lewis Carroll to spell these plans out to a
client. And a lot of courage would be needed, too!
THE CLOAK OF SECRECY IS EVERYWHERE
Not only are network leaders most successful in keeping
their plans out of the agencies' lairs, but, with more than
routine skill, they also keep whatever plans might be hatched
awav from their sales departments. The reason is obvious. If
the sales executives were to be thoroughly filled in, they might
wend their wary way to the agencies and clients (who are
most desirous of setting plans far in advance to tie in with the
overall marketing strategy). As a consequence, an order might
result which would be somewhat embarrassing to management
since they would have to reject the order as their plans had by
now most certainly changed from the original premise.
This lack of proper planning in the broad overall sense
seems to follow right through to the lack of detailed planning
in specific program situations. How many of us have bought
a show on the basis of a firm offer (and how many firm offers
have you had recently) only to find out later that many of the
program elements were not precisely what they seemed to be?
It turns out far too often that the director had another com-
mitment, that the character lead was merely quoted by name
as an example of the type they hoped to sign and that the
writer on the pilot planned to spend the next year in a monas-
tery in Tibet but they had another fellow to take his place
who would do just fine.
Planning on the program side, however, is mere child's
play compared to the machinations that exist when it gets
down to time periods. The steps involved in this sequence
might easily confuse a champion chess player in the first
moves.
The furtive dealings on network time are predicated on one
basic premise. Never, no never, under any circumstances,
make a firm offer on a time period. This might result in an
order and then the Halls of Hades would be filled with those
who had the temerity to sell a period which top management
had later reserved for an idea they heard at dinner the night
before.
With the rapid growth of the advertising agency's function
in counseling their clients on sales and merchandising prob-
lems, it becomes increasingly important to tie in every ele-
ment of the campaign to the overall sales objective. Many of
our clients are intrigued with the possibility of us using a
major program on a one-time basis to spearhead a merchandis-
ing drive. To get maximum return from such an investment,
the program must be merchandised and promoted well in
advance to the client's sales organization and to his customers.
NEXT FALL IS SOONER THAN YOU THINK
We all know that this cannot be done overnight. In order to
make such an operation successful, planning is paramount.
But. it's a herculean job to do the very best work when re-
quests to the network for future plans are met with replies
that lead one to believe that next fall is a long way off. How-
ever, answer the networks, we have a great spectacular (or
special, depending on whose Roget's you use) available next
month.
1 think that the spectacular next month could have been
sold last fall, been properly promoted and merchandised and
sold carloads of some client's product if the network had had
more than a vague idea last fall of the show they are going
to do next month.
Certainly, there is no sin in planning ahead on a firm basis.
I strongly feel that this action would benefit all concerned:
the networks, the advertisers and their agencies, and finally,
but by no means last in importance, the viewer, who makes
ratings jump and the sponsors" sales curves bend upward.
Jerome R. Feniger: b. Peoria, June
J6, 1926: educ. U. of Iowa. Served
ft Army Air Force in Japan during
) World War 11. Started with Biow
Co. as assistant account executive
on Bulova Watch Co. Joined Cun-
ningham & Walsh in charge of
broadcast media, then moved to CBS
Radio Spot Sales as account execu-
tive for three years. Rejoined Cun-
ningham & Walsh as media director
on Liggett & Myers Tobacco Co.
Elected a vice president April 1956.
president in the history of C<£H'. Currently
charge of tv-radio programming.
the youngest vice
vice president in
Broadcasting • Telecasting
EDITORIALS
Good— But Not Enough
LAST year broadcasting got 18.3% of the $10 billion spent in
advertising media to promote the sale of $412 billion in na-
tional product. In other words $1 was spent in media — 18.3 cents
in broadcasting — to sell each $41 worth of product.
It's going to take more advertising from year to year to keep
the American business and industrial machine moving, according
to Under Secretary of Commerce Walter Williams. Addressing the
Advertising Federation of America convention in Miami last Mon-
day, Mr. Williams put it this way, "Greater proportionate selling
effort is required as the volume of total sales moves upward."
How much greater? Using Joint Economic Committee figures,
Mr. Williams projects total advertising expenditures in 1965 to
$13.5 billion, an increase of one-third, assuming prices stay at
the 1956 level and advertising holds its position in the economy.
That would mean $1.7 billion for television and $769 million for
radio in 1965, assuming each maintained the same percentage of
total advertising it claimed in 1956 (as computed by McCann-Erick-
son for Printer's Ink). We predict the figures for radio and tv
will be higher, for the percentages which they take from total adver-
tising will, indeed must, increase.
If the general economy is to be built upon dynamic selling,
which means dynamic advertising, radio and tv are the logical
vehicles to carry the load. The dynamic growth of tv is indisputable;
the growth of radio, although slowed three years ago, is resuming.
If Mr. Williams' predictions hold up, 1965 should be a good year
for broadcasting.
Inflation Note
THE cause of advertising would be advanced if the advertising
fraternity would heed a warning sounded last week by Robert
M. Ganger, chairman of D'Arcy Adv.
Speaking at the same convention of the Advertising Federation
of America, Mr. Granger called upon clients and colleagues alike
to stop spouting exaggerated claims about how much they're paying
their tv stars or, for that matter, about how much they're spending
in advertising generally.
Records of advertiser investment in media are valuable and vital,
but their usefulness can be rendered questionable by the massively
inflated figures often put out by representatives of companies who
know they're spending nowhere near as much as they claim. This
also applies — perhaps it applies particularly — to those zillion-dollar
talent contracts in which, as Mr. Ganger points out, "there is a
slight little thing called '13-week cancellation clause' that always
seems to be overlooked" in the publicity.
These unbridled exaggerations are a nagging annoyance. They
can do greai harm. They can create a grossly misleading concep-
tion of the cost of advertising.
Advertising's facts are dramatic enough — without exaggeration.
Who, When & How, Mr. President?
HETHER it's the tempo of the times or the tampering of the
politicians, there's confusion over the vacancy on the FCC
to be left with the return to private life two weeks hence of
Chairman George C. McConnaughey. Or should we say two
vacancies: the new commissioner and the new chairman who
could, but probably won't, be the same man.
It has been known for months to readers of this journal that
Mr. McConnaughey would not seek another term. While no official
word has come from the White House, at least a half-dozen prospec-
tive appointees have been investigated by the FBI — a prerequisite
for all presidential appointments. At least two candidates had been
told they were in. One withdrew when he found he couldn't have
the chairmanship. The other got the coup de grace from the Senate
in the informal check prior to White House action.
Weeks ago, the word was around that the White House (prin-
cipally in the person of Presidential Assistant Sherman Adams) was
seeking an outstanding figure, not necessarily with experience in
the broadcast field, to succeed Mr. McConnaughey and become
chairman. The logic of selecting an incumbent commissioner for
the chairmanship, rather than a newcomer who would have to start
from scratch, seems to have prevailed, and it is now reported that
Comr. John C. Doerfer is slated for the chairmanship.
Page 126 • June 17, 1957
Drawn for BROADCASTING • TELECASTING by Sid Hlx
"Ask him to hold that check a few days. It's more than we've got in
the bank right now."
But what about the seventh member — the vote needed to break
3-3 ties which are not uncommon on a commission as sharply
divided as the FCC? There are several known candidates, and
probably a dozen others whose names have not gotten around. The
FCC needs its full strength if it is to get things done.
Senate Majority Leader Lyndon B. Johnson already has com-
plained about "lagging" in the submission of nominations requiring
Senate confirmation. He cited last week the case of a reappointment
on the Securities & Exchange Commission wherein the term was
to expire June 5 and the nomination did not reach the Senate
until May 27.
Even if President Eisenhower sent the nomination of the new
FCC commissioner to the Senate this week, there wouldn't be
enough time prior to the June 30 expiration to give the nomination
"adequate consideration" as things go in the Senate. It's our guess
that the FCC will function for a while without its full strength.
Tilting With Antennas
NO MAN of good will would quarrel with the proposal of Sen.
Lyndon B. Johnson and Secretary of State John Foster Dulles
for an exchange of radio-tv programs with Russia. The distribu-
tion in Russia of true reports about America and American aims
is certainly to be desired.
Realists, however, will recognize the improbability of Soviet
cooperation. If the Russian government were to approve the un-
cerjsored broadcast of American programs throughout Russia, it
would mean the most significant change in Soviet policy since the
rise of Stalin. There is no evidence to suggest that communist
policy is about to deviate 180 degrees from its course of the past
25 years.
Neither Sen. Johnson nor Mr. Dulles is naive about the U.S.S.R.
It must therefore be supposed that their proposal was made for
the sake of its own propaganda value. It is a proposal which can
be made in the knowledge it will not be accepted. It is also a
proposal which the U. S. is obviously willing to carry out, and
hence the Russians cannot ignore or reject it without suffering
some loss of prestige.
There is, of course, a risk involved in the proposal. If by re-
markable chance the Kremlin agreed to an exchange, it would be at
an advantage over the U. S. The Russian programs broadcast in
America would have a potential audience of more than 79% of
U. S. homes and a potential radio audience consisting of virtually
all Americans. The American programs broadcast in Russia, by
contrast, would have a potential tv audience of insignificant size
and a potential radio audience proportionately smaller than the
American.
The risk, we suggest, may be taken with confidence.
Broadcasting • Telecasting
NETWORK
QUALITY
at the local level!
\
t
WIDE, WIDE TEXAS
The show — Wide, Wide World, the engineering and production
facility — KPRC-TV, the assignment — live camera coverage of
the 70-mile Houston ship channel from sea, air and land in a
20-minute period. A 48-man KPRC-TV staff with supplemen-
tary personnel and equipment delivered coverage for the network,
using nine cameras located on a shrimp boat, helicopter, battle-
ship, moving truck and atop a grain elevator. The art of knowing
how in Houston belongs to KPRC-TV . . . the most potent
advertising force in the Houston market!
KPRC-TV
HOUSTON
CHANNEL 2
JACK HARRIS
Vice President and General Manager
JACK McGREW
National Sales Manager
EDWARD PETRY & CO.
National Representatives
K P R C - TV
. FIRST IN EXPERIENCE WITH OVER 900 M A N - Y E A R S
Sponsors know
THE BUY
IS BETTER
OLD GOLD • MACY'S
GENERAL ELECTRIC
ARRID • CHEVROLET
HIRE'S ROOT BEER
BILL STERN
"CONTACT"
7-10 a.m. dally
on
WINS
SHELL OIL • SUPER SUDS
GRAND UNION • LISTERINE
PEPSI COLA • DAILY NEWS
A & P STORES • BUDWEISER
CHASE-MANHATTAN BANK
WARNER BROS. • SEVEN-UP
BILL STERN 7-l"°aTmACdaily
CANADA DRY . DUMONT TV
BIRDS EYE FOODS • VITALIS
DIAMOND MATCH • TEXACO
GOODYEAR TIRE . COPPERTONE
COLGATE-PALMOLIVE • BLUE COAL
PAN AMERICAN AIRLINES
BEACON WAX • SINCLAIR OIL
BALLANTINE . BEECHNUT GUM
BILL STERN 7-IO a.m. daily
AMERICAN TOBACCO • THOM McAN
ROBERT HALL • RITTER'S RELISH
NEWPORT CIGARETTES • PEPSODENT
CLAPPS BABY FOOD • MERKEL MEATS
CAROLINA RICE • INSTANT SANKA
HOFFMAN BEVERAGE • COPPERTONE
TENDERLEAF TEA . CAROLINA RICE
NORELCO SHAVERS • R. J. REYNOLDS
McCALL'S MAGAZINE • COLUMBIA
PICTURES • VITALIS • FORD MOTORS
BILL STERN
"CONTACT"
7—10 a.m. daily
Also Selling: JACK LACY • ALAN FREED •
ZEKE MANNERS • MAGGI McNELLIS • STAN BURNS ON
COVERAGE
New York
New Jersey
New England
50,000 Watts
24 hours a day
WINS
NEW YORK CITY, N. Y.
26"
YEAR
BROADCASTING
TELECASTING
THE BUSINESSWEEK!. Y OF RADIO AND TELEVISION JUNE 24, 1 957 35< PER COPY
Teller poses threat to ad discount structure Page 31
What broadcast rights are worth to baseball Page 60
Potter's out to set up a spectrum authority Page 62
Pepsi-Cola advertising: Class for a soft drink Page 1 16
Threat to ad discounts
Baseball rights and money
Pepsi-Cola advertising saga
/VKMH
FOR RESULTS
5
The ratings have proved it — DETROITERS LOVE THEIR NEWS, MUSIC AND SPORTS!
WKMH programming follows this magic formula EXCLUSIVELY, with outstanding results
for advertisers. Actually, WKMH, of all stations in the Detroit area, has the lowest
cost per thousand listeners, according to PULSE.
NOW IT'S THE KNORR 4 . . .
^ 1 MORE!
SAVE Z 15%
BY USING 2 OR MORE KNORR STATIONS
BUY 4 OR 5 STATIONS SAVE 15%
BUY ANY 3 STATIONS SAVE 10%
BUY ANY 2 STATIONS SAVE 5%
The 4 Knorr Stations welcom
WELL, Battle Creek, to the fol
. . . and now Knorr con offer
fifth prime market. As we welcom
WELL ... we also welcome yoi
inquiries for buying time on th
five stations that give you the to
ratings per dollar in Michigan
KNORR BROADCASTING CORP.
FRED A. KNORR, Pres.
REPRESENTED BY HEADLEY-REED
NOT FOR 2 MONTHS
NOT FOR 4 MONTHS
NOT FOR EVEN 6 MONTHS
BUT FOR 8 STRAIGHT MONTHS
RICHMOND,
VIRGINIA
DOMINATES
THIS TIME THE MARCH-APRIL PULSE
* SURVEY SHOWS WTVR WITH
8 OUT OF THE TOP 15 WEEKLY PROGRAMS
6 OUT OF THE TOP 10 MULTI-WEEKLY PROGRAMS
AND
THE NUMBER 1 SHARE OF AUDIENCE
STATION
SHARE OF AUDIENCE
WTVR
Mon.-Fri.: 6 PM-12 Mid.
STATION UB"
Mon.-Fri.: 6 PM-12 Mid.
STATION "C"
Mon.-Fri.: 6 PM-12 Mid.
37
34
29
DOMINANT WITH WTVR IN-
AUDIENCE - HOMES REACHED - RESULTS
Represented Nationally By Blair TV Inc.
WE'VE
GAINED
STRENGTH
IN FLINT
Michigan's Area Station . . . Now serves Lansing,
FLINT and Jackson with a Class A Signal
from our New 1023' tower ... 18 of the top 20 network
shows in these major cities are seen on WJIM-TV . . .
Basic NBC . . . CBS-ABC
Represented by Peters. Griffin. Woodward, Inc.
Published every Monday with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting PUBLICATIONS, Inc.. 1735
DeSales St., N.W.. Washington 6. D. C. Entered as second class matter March 14, 15)33. at Post Office at Washington. D. C, under act of March 3, 1879.
In the approaching International Geophysical Year
(July 1957-December 1958) when scientists launch
their man-made satellite in Project Vanguard, they
may succeed in hanging the first celestial mirror of
our world on the threshhold to outer space. From
such an awesome accomplishment may come many
practical developments — among them, possibly,
globe-girdling, instantaneous television pickups. In
any case, Project Vanguard is almost certain to
shrink the barriers of our earthly horizons, bring our
dreams of global communication closer to reality.
our vision
goes^,
^ around
the world!
Global telecasting may be nearer than you think.
You may be sure WGAL-TV will play an important
pioneer role in relaying the best in television—
wherever it originates— to its growing audience
in America's 10th TV Market— the market of
• 3 Vi million people
• in 1,015,655 families
• owning 917,320 TV sets
• earning $6 V* billion annually
• buying consumer goods that add up
to $3 % billion annually in retail sales
CHAN NEL
MULTI-CITY MARKET
WGAL-TV
LANCASTER, PA.
NBC and CBS
STE I N MAN STATION
Clair McCollough, Pres.
316,000 WATTS
Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco
Page 4 • June 24, 1957
Broadcasting • Telecasting
closed circuit:
PERRINE TO FCC? Tip-off on next
member of FCC may be in visit to White
House Thursday of George R. Perrine,
chairman of Illinois Public Service Com-
mission [Closed Circuit, June 17]. Mr.
Perrine is understood to have conferred
with Presidential Asistant Sherman Adams
about vacancy to be created with expira-
tion June 30 of term of Chairman George
C. McConnaughey.
B»T
WHILE there was no assurance that Mr.
Perrine, who is attorney and banker,
would accept appointment, it was ascer-
tained that vacancy was discussed. H-e
reportedly has solid backing of GOP mem-
bers of Illinois congressional delegation.
It's presumed that chairmanship will go
to John C. Doerfer if Mr. Perrine is
named. Others still in running are George
S. Smith, president, Federal Communica-
tions Bar Assn; Mary Jane Morris, FCC
secretary, and Warren Baker, FCC gen-
eral counsel.
B«T
SCATTERGUN • Rep. Emanuel CeUer
was shooting at television networks when
he introduced antitrust amendment last
week to place services as well as com-
modities under provisions of Robinson-
Patman and Clayton Acts (story page 31).
But he's hit broader target than he sighted.
It's doubtful he and his staff realized that
amendment, as written, would outlaw most
if not all current discount structures of
all major advertising media.
B»T
DOWNRIGHT outburst of new interest
in nighttime radio seen Friday by some
station representatives on heels of Texas
Co.'s realignment of advertising to include
evening radio (story page 33). Among
sponsors now committed to try nighttime
radio again, they said, American Tobacco
Co. (through BBDO) is buying evening
time on Westinghouse Broadcasting Co.'s
new "laterally" programmed Program PM
(also see page 82); Vaseline hair tonic
(McCann-Erickson) on other stations, and
also new Oasis cigarettes (McCann-Erick-
son). They ■ expect others to follow suit
shortly.
B»T
GOING EAST • Though details were lack-
ing, negotiations were in process Friday
by Hal Roach Jr.. president of Hal Roach
Studios, Culver City, Calif., to acquire
production studio facility in New York
City. Reason for New York studio in
addition to west coast facilities: to be
close to advertisers and agencies on casting
and direction in producing tv commercials.
Roach, at same time, would handle special
technical work for clients on West Coast.
New York studio also would be used for
limited production of film shows.
CHARLES T. A YRES, former radio chief
for both ABC and NBC, reportedly set to
join ABC-TV as account executive, effec-
tive July 1. He was vice president in
charge of ABC Radio network (now Amer-
ican Broadcasting Network) from April
1952 to November 1955, when he left to
become vice president in charge of NBC
Radio, serving there till last August.
B«T
PROBLEM PROBING • Last weeks
NARTB board session strengthened new
association technique — submission of con-
troversial problems to membership for
discussion, at autumn- regional meetings.
This informal method, not coveYed by by-
laws, is designed to give broadcasters
chance to talk over association-industry
problems. Last year restoration of at-large
radio station directors was discussed at all
meetings. Upcoming this autumn will be
two key issues — tv circulation project and
proposal to change association's name back
to former National Assn. of Broadcasters.
There's chance new committee authorized
to review programming of annual conven-
tions and regional meetings will consider
regional debates as permanent part of
autumn routine, plus proposal to include
sales clinics in programming.
B»T
IT MAY BE weeks before FCC takes an-
other look at so-called Craven plan on tv
allocations, which would drop table of as-
signments and return to catch-as-catch-can
allocations, provided they comply with ex-
isting engineering standards. Broadcast
Bureau, it's learned, will require at least
30 days to analyze pro and con comments
on plan and, since FCC will be on vacation
during August, there's little prospect of
consideration prior to fall (story page 70.)
B»T
POTTER'S PROTEST • Report on tv net-
work practices drafted by majority counsel
Kenneth Cox for Senate Commerce Com-
munications Subcommittee was considered
in executive session last week, and re-
ceived stiff opposition from Sen. Charles
Potter (R-Mich.). Sen. Potter said that he
would not sign report as it is now written
and feels it should be adopted as staff
(Democratic) document rather than as re-
port sanctioned by full committee.
B«T
IT would be "most unwise and unfor-
tunate" to release Cox report as now writ-
ten and would give public wrong conno-
tation of committee's thinking, Sen. Potter
felt. He objected to many conclusions
reached by report, which will be con-
sidered again tomorrow (Tuesday) in ex-
ecutive meeting of communications sub-
committee.
NO NEW HANDS • When President asked
for $8.95 million for FCC in fiscal 1958,
he included provision for 30 extra Broad-
cast Bureau employes. When Congress cut
appropriation to $8.3 million, it left FCC
with possibility of hiring perhaps nine new
Broadcast Bureau staffers. Now, with
Commission required to carry Network
Study Staff another three months (from
June 30 to Sept. 30), best estimates around
FCC are that Broadcast Bureau will be
lucky to get any additional employes.
B»T
"PEOPLE-TO-PEOPLE Week" will be ob-
served Oct. 6-12 in saturation campaign
covering all media, under authorization of
Advertising Council. Radio and Television
Committee of Eisenhower-inspired project
is co-chair manned by CBS Inc. President
Frank Stanton and NARTB President Har-
old E. Fellows. Col. E. M. Kir by, now
on temporary active duly with Army psy-
chological warfare, is director of public
relations.
B»T
UPCOMING tariff revisions by AT&T
expected to remove sore spot in radio
station news coverage — mandatory beep
in recorded telephone pickups. It's under-
stood tariff will still require beep but
permit broadcasters to feed telephone con-
versation into own equipment and filter
out beep from audience. Standardized pro-
cedure covering telephone question-answer
programs also said to be pending. New
tariff schedule expected to be filed at FCC
by Aug. 1 .
B»T
RICHEST awards in television — Robert
E. Sherwood awards given by Ford Foun-
dation's Fund for the Republic — may be
abandoned. Second annual presentation
of awards, worth $55,000, was made last
week (story page 91), but sponsoring
Fund for the Republic is undecided
whether there will be another. Fund is
wondering whether awards are worth their
price in advancing its work for civil liber-
ties.
B»T
HOT ADVERTISING • General Electric
Co., which used television spots to ad-
vertise electric fan in hot weather last
year, has shifted to spot radio this year on
theory it's more flexible. GE places these
spots in unusual fashion, getting from
Bridgeport (Conn.) weather bureau lists of
cities where temperatures are expected to
soar into upper 80's or 90's and then hav-
ing Young & Rubicam. GE agency, place
schedules in those cities on day-to-day
basis, depending on distribution and
weather. Spots are placed in 7-9 a.m. and
4-6 p.m. periods.
Broadcasting
Telecasting
June 24. 195'/
Paee 5
WHEN-TV
MEREDITH
SYRACUSE
TELEVISION CORP.
101 COURT STREET, SYRACUSE 8, NEW YORK
C ft '-.
You haven't heard the last about our tremendous response
to a fishing lure offer made on a cooking show -- and, unfor-
tunately, neither have we.
The latest episode developed after Outdoor Life published
a picture of our women's director Kay Larson, in full fishing
regalia holding the catch of 500 postals she received after one
20-second offer. The article also points out that she devoted
an entire "Kay's Kitchen" telecast to the art of cooking fish.
We were proud of this extra publicity but unprepared for
the problem it created. Kay's picture in fishing gear and the
fact that she cleans as well as cooks fish prompted a deluge
of marriage proposals from batchelor fishermen.
We would hate to stand in the way of a good proposal even
if it cost us one of the best women's directors in television,
but we do ask one favor. In the future please send your offers
and orders through the Katz Agency or Fred Menzies,
commercial manager.
Coridally,
Paul Adanti
Vice President
AFFILIATED WITH BETTER HOMES AND GARDENS AND SUCCESSFUL FARMING MAGAZINES
wna KCMO-TV Kan
«»<* WOW.TV o ^ " ^ °nd «P»O.TV pfco ,
and WHEN. tv «w
THE WEEK IN BRIEF
LEAD STORY
Celler Cracks Another Whip — N. Y. Democrat's bill would
make it illegal to give quantity discounts to advertisers.
Measure proposes to amend Clayton and Robinson-Patman
Acts to cover "services rendered by independent contractors."
Page 31.
ADVERTISERS & AGENCIES
Pepsi-Cola's Strategy in Tv — It's a drink
that "belongs" in the best circles. And that's
why the firm with Kenyon & Eckhardt is
picking up the tab for programs such as the 3l&^at
Cinderella spectacular. This special B*T
business profile traces Pepsi's aggressive use
of all media since its inception during the
depression years. Page 116.
PEPSI'S POLLY
Ratings Rhubarb Erupts — Two Los Angeles outlets dis-
continue ARB service that reported lower daytime tv ratings
than did Nielsen and Pulse. ARB's Seiler defends diary
method, says he would welcome further tests of its accuracy.
Page 33.
Pre-Testing of Sales Messages — Why waste countless dol-
lars springing commercials on the, public that have not met
the acid test: criticism by the public? A New York inde-
pendent production studio shows how broadcast advertisers
can save money and avoid embarrassment by screening their
wares before a segment of the great unseen audience via
closed-circuit tv in sample homes. Page 36.
Tv Network Buys and Buyers — Rankings of the top ten
advertisers didn't change much during April, according to
PIB data. Kingpin Procter & Gamble spent more than $4.1
million during that month. Page 44.
$2.5 Million Ticketed for Tv — Florida Citrus Commission
sets a record budget with the major portion slated for televi-
sion. Page 35.
Texaco Stresses Nighttime Radio — Plans are altered to give
a higher priority on the later hours. Page 33.
PROGRAM SERVICES
Baseball's $7.3 Million Bonanza — That's what radio and tv
paid into the major leagues alone last year. Figures submitted
to Congress show the take from broadcasting over the pre-
vious four seasons. Page 60.
TRADE ASSOCIATIONS
NARTB Comes to Grips With Pay Tv — Radio, Tv Boards
order Bartlesville, Okla., survey to start immediately. Wash-
ington meetings also deal with circulation projects, weigh
government pressures. Page 48.
RAB Ups Budget, Expands Sales Plans — More than 1,500
advertisers to get personal presentations in next 12 months.
Budget boosted to annual rate of $890,000, starting in July.
Page 56.
STATIONS
WBC Unveils 'Lateral Programming' — New technique de-
signed to reinvigorate nighttime radio programming and sales
is launched by Westinghouse stations. First buyer is Texaco.
Page 82.
Petry "Welcomes" Rate Controversy — Representation firm
officials say mixed reaction to their proposal to cut nighttime
radio rates helps to focus advertiser interest on undersold
evening time. They're sure many other stations will join
movement to attract new business through repricing. Page 82.
FEDERAL
How's the Government Using Spectrum Space? — Sen.
Potter, Rep. Bray want to know about utilization of govern-
ment's presently-allocated spectrum space and what plans
the military has to secure more. They introduce identical
resolutions calling for the establishment of a commission to
study same. Page 62.
Report on Networks Delayed — FCC's Network Study Group
won't be able to make June 30 deadline. Sept. 30 is new-
release date. Page 67.
FCC Sets Antitrust Policy — Agency announces hands-off
policy, except as convictions reflect on character of licensees
or applicants. Commission position set forth in legal memo-
randum submitted in government suit against RCA-NBC for
"coercing"' Westinghouse into agreeing to exchange Philadel-
phia and Cleveland stations. Page 64.
Rayburn Says No, Walter Says Yes — But latter has the
final word as tv coverage of House Un-American Activities
Subcommittee hearings in San Francisco is permitted. Page 68.
NETWORKS
Rates Under Mutual's New Format — MBS unveils price
structure for its new music-and-news. limited-network-time
operation. Page 74.
OPINION
Do Viewers Stay Around for Your Commercial? — Grey
Advertising's Al Hollender advises that initial impact is all
important to the sales message. He writes in B»T's weekly
Monday Memo series. Page 125.
DEPARTMENTS
ADVERTISERS & AGENCIES ... 33
AT DEADLINE 9
AWARDS 91
CLOSED CIRCUIT 5
COLORCASTING 22
EDITORIAL 126
FILM 96
FOR THE RECORD 103
GOVERNMENT 62
IN REVIEW 22
IN THE PUBLIC INTEREST 26
INTERNATIONAL 96
LEAD STORY 31
MANUFACTURING 92
MONDAY MEMO 125
NETWORKS 74
OPEN MIKE IS
OUR RESPECTS 28
PEOPLE 98
PLAYBACK 122
PROGRAM SERVICES 60
PROGRAMS & PROMOTIONS ..112
RATINGS 40
STATIONS 82
TRADE ASSNS 43
UPCOMING Ill
Broadcasting • Telecasting
June 24. 1957 • Page
In a few minutes the Adam Young man will be telling somebody
that WTIX has more than twice the audience of the #2 station
This morning from 3 E. 54th St. . . . and
from offices in Chicago, St. Louis, Boston, Los
Angeles and San Francisco, the Adam Young
men are out with new data on New Orleans
radio.
They have a new Hooper which shows WTIX
even further ahead with 24.2% all-day average
share of audience. (Second station; 11.0%.)
They have a new Pulse which shows WTIX
with an even bigger lead over the next station
in 11-station New Orleans — first in the morn-
ing (19.0%), first in the afternoon (19.0%)
and first all day.
Storz Station programming ideas and excite-
ment have created a new New Orleans listening
habit, with new time-buying habits to match.
If the Adam Young man doesn't call you to
tell you more, you call him. Or get in touch
with WTIX General Manager Fred Berthelson.
WTIX
first in 11-station
NEW ORLEANS
WDGY
Mlnneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
WTIX
New Orleans
Represented by Adam Young Inc.
Page 8 • June 24, 1957
Broadcasting • Telecastin<
at deadline
FCC WANTS TO KEEP CH. 6 IN SCHENECTADY • BUSINESS BRIEFLY
IN deintermixture turnabout, FCC Friday
proposed to make Albany-Schenectady-
Troy. N. Y.. area all vhf by retaining ch. 6
in Schenectady (now used by General Elec-
tric Co's WRGB [TV]), ch. 10 in Vail Mills,
N. Y. (short distance out of Albany), and
to move ch. 13 from Rome-Utica, N. Y., to
Albany, substituting ch. 2 for ch. 13 in
Rome-Utica.
Comments on proposal due July 18; with
show cause orders, returnable Julv 24,
issued to WJTV (TV) Rome, N. Y., to
change from ch. 13 to ch. 2 conditioned
on protecting radiation in direction of Corn-
wall, Canada; to ch. 41 WCDA (TV) Albany
to change to ch. 10 Vail Mills; and to ch.
35 WTRI (TV) Albany to change ch. 13.
Earlier proposal to deintermix New
York's Capital area by moving ch. 6 from
Schenectady to Syracuse. N. Y., and to
Providence, R. I. -Fall River-New Bedford,
Mass., area held in abeyance pending re-
turns on latest proposals.
In corollary move. Commission Friday
affirmed 1954 grant of sale of WROW-AM-
TV Albany, N. Y., from Hyman Rosenblum
and associates to Lowell Thomas and group;
dismissed protest by WTRI. WROW-TV
now WCDA (TV). Comr. Bartley con-
curred; Comr. Craven abstained.
In other deintermixture actions, FCC:
Bourjois Ready to Make
Firm's Biggest Buy in Tv
BOURJOIS Inc. (Evening in Paris per-
fume), New York, this week is expected to
make public biggest tv buy in company's his-
tory. Purchase, made through office of Paul
G. Gumbinner, vice president of radio-tv at
Lawrence C. Gumbinner Adv., will see
Bourjois' first concentrated use of night spot.
Drive reportedy will kick off shortly after
Thanksgiving and end on or about Dec.
18, bidding for Yuletide market. More than
110 cities will be bought. Additionally,
Bourjois reportedly will buy participation
schedule in new Arlene Francis program
slated to succeed Home weekdays on NBC-
TV. Spot campaign said to be "talks" by
Home fashion editor Natalie Core.
Sharing of Commercials Seen
For Three NBC Radio Clients
ADVERTISING concept whereby three ad-
vertisers share same commercial on behalf
of related products — relatively untried in
broadcasting — understood to be revived with
forthcoming $60,000 purchase of NBC
Radio Bob and Ray Monitor segments by
three soft goods sponsors. Splitting bill
three ways are Princeton Knitting Mills (im-
itation fur coats), Union Carbide Co. and
White Frost Chemicals Inc. (Fur Frost,
drycleaning process used for UC's Dynel
• Denied petitions for reconsideration of
its Feb. 26 order moving ch. 7 from Evans-
ville, Ind.. to Louisville, Ky., and ch. 9 from
Hatfield. Ind.. to Evansville, as educa-
tional, reserved frequency. Comr. Bartley
concurred; Comrs. Doerfer and Mack dis-
sented; Comr. Craven abstained.
• Denied petitions for reconsideration of
Feb. 26 order moving ch. 2 from Springfield,
111., to St. Louis, Mo. and to Terre Haute,
Ind. Issued proposal to move ch. 10 from
Terre Haute to Lafayette, with comments
due Aug. 1, as requested by ch. 18 WFAM-
TV Lafayette.
• Denied petitions for reconsideration of
order last March retaining ch. 3 in Hart-
ford, Conn., and refusing to move it to
Providence, R. I. Comrs. Bartley and Lee
dissented. Also reaffirmed 1956 grant of ch.
3 Hartford to WTIC that city and denial of
competing application by Hartford Telecast-
ing Co. Comr. Craven abstained.
• Denied petitions for reconsideration of
Feb. 26 order rejecting proposals to move
ch. 3 from Madison, Wis., to Rockford, 111.
Comrs. Hyde, Lee and Bartley dissented.
• Denied petition by WNOK-TV Colum-
bia, S. C, to add ch. 5 to that city. Comr.
Bartley dissented; Comrs. Doerfer and
Craven abstained.
fabric). Campaign reportedly will get under
way weekend of July 20 and run through
Sept. 1. Copy platform: get Allegro coat
made of Dynel; it can easily be cleaned
with Fur Frost. Fashion-conscious Ehrlich,
Neuwirth & Sobo, agency for Princeton,
has been using this formula successfully in
print media, but this will be first time it's
done so in radio. Cooperating agencies
are Anderson & Cairns (Dynel) and Kastor.
Farrell, Chesley & Clifford (White Frost).
STARTS SIDEBAND TESTS
LOT of broadcasters as well as FCC
expected to cock attentive ears to
WMGM New York starting this week
when station begins running — for first
time — tests of Kahn system of com-
patible single sideband transmission
during regular programming. En-
thusiasts see number of potential bene-
fits from Kahn system, including im-
proved quality and volume of recep-
tion and reduced interference among
stations, not to mention possibility of
fitting more stations into crowded am
spectrum. With FCC approval,
WMGM will test Kahn system for ap-
proximately half-hour per day during
regular programming (on varying
schedule).
Late-breaking items about broadcast
business; for earlier news, see Adver-
tisers & Agencies, page 33.
QUEUE FOR SULLIVAN • More than
half dozen major advertisers anxious to pick
up half of Ed Sullivan Show Sunday, 8
to 9 p.m., CBS-TV. this fall, when Lincoln
Division of Ford Motor Co. through Young
& Rubicam. N. Y.. drops its portion of
show. Mercury Division of Ford through
Kenyon & Eckhardt, N. Y., will continue
to underwrite show for ninth successive
year next fall. Each advertiser spends ap-
proximately S5 million on yearly basis for
show. CBS-TV expected to make decision
as to which advertiser will get program to-
day (Monday).
TAKING TEMPLE • Sealtest Ice Cream,
Hills Bros. Coffee and John H. Breck Inc.,
all clients of N. W. Ayer & Son, expected
to sponsor 16 "fairy tales" with Shirley
Temple, Henry Jaffee-Screen Gems pack-
age, every third week, on different days,
starting in January on NBC-TV. Cost for
time and talent will be about S3. 7 million.
Program will be filmed by Screen Gems.
Actual time for "baby specs" will be pre-
emptions on network in different days.
SPIKE STAYS ON • Liggett & Myers, N.
Y.. extending sponsorship of CBS-TV Spike
Jones Show, Tues.. 10:30-11 p.m. EDT for
another nine weeks, effective July 2. Dancer-
Fitzgerald-Sample. N. Y., is agency.
CAMPAIGN IN WORKS • J. B. Williams
(electric shave lotion) reportedly planning
spot tv campaign in undetermined number
of markets. J. Walter Thompson Co., N. Y..
is agency.
MORE FOR AMOCO • American Oil Co.
(Amoco gasoline) understood to have re-
newed for 52 weeks participation in Moni-
tor on NBC Radio. Renewal calls for 10
five-minute segments weekly, effective July
6. Joseph Katz Co., N. Y., is agency.
HARBINGER OF FALL • Pure Oil Co..
Chicago, negotiating for filmed Big Ten
Highlights on about 19 midwest tv stations
starting in September. Agency: Leo Burnett
Co., Chicago. Thirteen half-hour series be-
ing syndicated by Sports Tv Inc.. L. A.
MOVIE-GOING PROMOTED • Council
of Motion Picture Organizations, interested
in boosting autumn movie attendance,
understood to be mulling nationwide radio
spot campaign on d. j. shows later this
year. It's reported to have assigned Donahue
& Coe., N. Y., agency for MGM and
Columbia Studios, for special test iun in
Rochester, N. Y., and Denver. Eight-week
test will start Julv 1 in those cities.
Broadcasting • Telecasting
June 24, 1957 • Page 9
at deadline
NARTB Board Endorses Fight
Against Program Infringements
RADIO and tv broadcasters in NARTB and
association are of "unanimous opinion"
there are "definite property rights in radio
and tv programs," according to resolution
adopted Friday by joint board at closing
of three-day association board meeting in
Washington. (See earlier stories, page 48.)
In looking at infringement of property
rights by community antenna systems, board
contended that in its opinion these rights
"would be upheld in litigation involving un-
authorized use thereof." Board authorized
association to file briefs in litigation that
may arise involving program property rights.
Joint board recommended government
study of use made of frequencies between
25-890 mc and above 890 mc, as suggested
in legislation introduced in Congress last
week (story page 62). Georgia Assn. of
Broadcasters was praised for highway safety
campaign called Deathless Weekend and
details will be submitted to other state as-
sociations. Board commended work of
Freedom of Information committee and
said joint effort by NARTB and state as-
sociations is effective way to promote free
speech and access to public events.
Membership report showed 2,171 total
(1,378 am stations, 330 fm stations, four
radio networks, 331 tv stations, three tv net-
works and 125 associates.) Total is up from
2,126 last January.
Seven Broadcast Sales
Given Approval by FCC
FCC approved seven broadcast sales Fri-
day, including:
• WHJP-AM-FM Jacksonville, Fla. (5
kw on 1320 kc), from J. H. Perry interests
to Radio Jax Inc. (Carmen Macri group) for
$225,000, conditioned on disposal of WQIK
Jacksonville by Mr. Macri. At same time
Commission granted sale of WQIK (1 kw
day on 1280 kc) from Mr. Macri's owner-
ship to Rowland Broadcasting Inc. (Thomas
E. Casey, president) for $150,000.
• KFXD Nampa, Idaho (5 kw on 580
kc, MBS), from Frank E. Hurt & Sons Inc.
to E. G. Wenrick and Kenneth Kilmer for
$277,000. Mr. Wenrick holds minority inter-
est in KBOE Oskaloosa, Iowa.
• KLER Lewiston, Idaho (5 kw day, 1
kw night on 1300 kc) from Cole E. Wylie to
John H. Matlock and Eugene A. Hamblin
for $160,000, conditioned on disposal of
Messrs. Matlock and Hamblin's ownership
of KOZE Lewiston (500 w day on 950 kc).
• KDHS (TV) Aberdeen, S. D. (ch. 9
construction permit) from McNaughton
family to North Dakota Broadcasting Co.
(John W. Boler interests) for $2,447 out-
of-pocket expenses. North Dakota owns
KCJB-AM-TV Minot, KBMB-TV Bis-
marck, KSJB Jamestown and KXJB Valley
City, all in that state.
Report Urges Secret Data Leaks
Should be Made Criminal Offense
LEGISLATION making it a crime to dis-
close wilfully, without authorization, classi-
fied secret or top secret information was
recommended Sunday in report of Commis-
sion on Government Security. Penalty would
apply when violator knows or has reason-
able grounds to believe such information is
thus classified.
Report was filed with White House and
Congress by Loyd Wright, chairman and
former president of American Bar Assn. It
explains technical journals and newspapers
have featured articles containing informa-
tion and data which should not have been
printed for security reasons. Criminal
penalty would bring non-government vio-
lators under provisions. Commission point-
ed out that statute must maintain balance
between free-speech guarantees and steps
needed to safeguard against danger to na-
tional security.
WDOD Sold for $250,000;
WJIG Bought for $70,000
SALE of WDOD Chattanooga, Tenn. (5 kw
on 1310 kc, CBS), by Earl W. Winger to
Interstate Life & Accident Insurance Co.,
Chattanooga, for figure estimated at over
$250,000, subject to FCC approval, an-
nounced Friday. Mr. Winger retained option
to purchase 50% of ch. 9 WROM-TV
Rome, Ga. (ch. 9 recently moved to Chatta-
nooga by FCC). Insurance company prin-
cipally owned by Johnson family.
Also announced Friday was sale of WJIG
Tullahoma, Tenn. (250 w daytime on 740
kc) by Raymond L. Prescott Jr. to M. D.
Smith III, program director, WBRC-TV
Birmingham, Ala., for $70,000. Paul H.
Chapman Co., Atlanta, was broker.
Nacogdoches, Tex., U Granted
EAST Texas Broadcasting Co. Inc., Nacog-
doches, Tex., received FCC grant Friday
for new tv station on ch. 19 with 20 kw
visual power. Lee Scarborough, principal
stockholder, already operates KELS (FM)
Nacogdoches.
HELP FOR BENNY
SEVEN-YEAR-OLD Benny Hooper,
trapped for 23 hours in a Long Island
well earlier this month, is finding out
that many of his well-wishers are in
Baltimore, thanks to WBAL-AM-TV.
The Baltimore stations, learning of a
$1,500 medical bill facing the boy's
family, began airing appeals for dona-
tions on all newscasts last Friday.
And initial returns indicated goal
would be reached in short order.
Storer, NTA Announce
Million-Plus Film Purchase
LARGE-scale purchase of film program-
ming from National Telefilm Assoc. by
Storer Broadcasting Co. for use on five
Storer tv stations announced Friday by
George B. Storer jr., vice president of
Storer, and Harold Goldman, vice presi-
dent for sales, NTA. Transaction, reported
to represent $1 million outlay, was said to
be first time Storer had made simultaneous
purchase for five outlets.
Under terms of contract, WPFH (TV)
Wilmington and WAGA-TV Atlanta will
receive NTA's "Big 50" and "Rocket 86"
packages of feature films, plus Adventure
of China Smith, New Adventure of China
Smith, Police Call, Orient Express and Com-
bat Sergeant series; WJW-TV Cleveland,
Big 50 and Rocket 86; WSPD-TV Toledo,
Rocket 86, and WJBK-TV Detroit, Big 50'
package.
Jackson Measure Would Allow
Committees to Decide Access
MOVE to change House rules to allow
radio-tv broadcasts of hearings at discretion
of committees themselves introduced Fri-
day by Rep. George Meader (R-Mich.).
Move was endorsed by Rep. Donald L.
Jackson (R-Calif.), member of House Un-
American Activities Committee, who said
he had heard rumor that effort would be
made to abolish committee because it has
allowed telecasting of San Francisco hear-
ings despite opposition of Speaker Sam
Rayburn (story page 68).
KRON-TV San Francisco continued to
broadcast hearing Friday morning after
flurry of remarks between Speaker Rayburn
and Chairman Francis E. Walter (D-Pa.), of
committee. Some House members wondered
if Speaker might discipline chairman.
Miami Ch. 7 Edict Altered;
Indianapolis Stay Denied
FCC has rewritten its 1956 decision award-
ing Miami ch. 7 to Biscayne Television
Corp. (now WCKT [TV]) and denying three
competing applications in line with court
order last March remanding case because
of Niles Trammell's consulting agreement
with NBC. Mr. Trammell, who holds
balancing 15% in Biscayne (42.5% each
is held by principals of Knight and Cox
newspapers), is former NBC president and
has consulting contract. Commission rewrote
final decision to give Biscayne demerit for
this arrangement, although finding it not
major drawback, and concluded that Bis-
cayne was still to be preferred for grant.
Comrs. Hyde and Bartley dissented; Craven
abstained.
Cheboygan Grant Proposed
FCC Hearing Examiner Basil P. Cooper
issued initial decision Friday recommend-
ing grant of Cheboygan, Mich., ch. 4 to
WTCM Traverse City, Mich. (Les Bieder-
man and associates), and denial of compet-
ing application for same facility by WCBY
Cheboygan. Biederman group also com-
prises ch. 7 WPBN-TV Traverse City, and
WATT Cadillac, WATZ Alpena, WMBN
Petoskey and WATC Gaylord, all Michigan
stations.
Page 10 • June 24, 1957
Broadcasting • Telecasting
CHANNEL f's
UP£R
MARKET
OF THE SOUTH
PEOPLE WITHIN THE
COVERAGE AREA
BIGGER
THAN
ATLANTA
BIGGER
THAN
NEW ORLEANS
* COUNTED POPULATION
A. D. RING AND ASSOC.
1950 CENSUS
Channel 7's Coverage Extends
Beyond the 75 Mile Area
National Representatives,
Geo. P. Hollinsfber
i WSPA-
A SPARTANBURG, S. C
THE ONLY CBS, VHF STATIO
serving the SPARTANBURG-GREENVILLE supermarket
Broadcasting • Telecasting
June 24, 1957 • Page 11
KANE WINS
O/Ml Share of Audienci
IN FIRST RATING SURVEY!
55.6
45.8
50.8%
0/ OF AUDIENCE
/0IN CINCINNATI, 0.
0/ OF AUDIENCE
/o IN C0LUMBUS,0.
OF AUDIENCE
0 IN ATLANTA, GA.
Friday — 10:
MARTIN KANE
00-10:30 pm
— 55.6°o share
Station B
-20.9% share
Station C
-20.0% share
Other
— 3.5% share
Wednesday —
10:15-10:45 pm
MARTIN KANE
— 45.8% share
Station B
— 43.0% share
Station C
— 11.2% share
Monday — 1C
:30-ll:00 pm
MARTIN KANE
— 50.8% share
Station B
— 41.4% share
Station C
— 7.8% share
ARB, May, 1957
ZIV
TIME AFTER TIME.
ZIV
SHOWS
IN CITY AFTER CITY
OUISVILLE'S POPULAR MUSIC STATION
iVJTX
Louisville, Kentucky
Announces the Appointment of
AVERY-KNODEL
as its National Representative
Sensational in Ratings ai
is, UU't SEWS, and the talk of ad\ er1 isers and ad\ ert isi men in (his t remendouslv i mili-
tant Louisx tile Kent nek lana Market.
HERE ARE THE FACTS ON WINN
AS PROVED BY EVERY RECENT SURVEY!
* Wl N X is leading A LL Louisville Radio Stat .ions in listening audience on week -end*
(Saturdays and Sundays) !jv a Kine~si/e margin !
* WINN on week
work a In Hate!
Monday thru Friday) is second onlv to the 50»0O0 W
it WINN every day of the week is Louisville's Number ONE non-afh!iated station.
* WINN Is Louis\ ille's until 24-hour round-the-clock All-Popular-. Music Radio Station.
WINN IS NOW REPRESENTED NATIONALLY BY AVERY-KNODEL, INC.
ew York • Atlanta » Detroit • Dallas • San Francisco * Los Angeles * Seattle • Chicago
■
Page 14 • June 24, 1957
Broadcasting • Telecasting
OPEN MIKE
Uses a Similar Film Technique
editor:
We read with interest the feature [B«T,
May 20] about Tidewater's commercials
produced by our good friends, Fran Har-
ris and Ralph Tuchman, in which only in-
terpretative design and dramatic sound is
used.
Currently on the air in Chicago is a tv
spot for Oklahoma gasoline which we pro-
duced. The spot is called the "Sabre Dance"
since it uses the familiar music. Free forms
were animated in tempo with the music to
dramatize Oklahoma's more power and ad-
ditive story. Not a single spoken word was
uttered throughout the entire 40-seconds.
Titles were included when appropriate and
are a part of the design feeling of the spot.
The titles underscored Oklahoma's lower
prices, power, free coupons and other cam-
paign sales points.
The music is dramatic and the animated
free forms move in keeping with the strength
of the music. We feel the "Sabre Dance"
is unconventional, arresting and above all,
has created the Oklahoma image in the
minds of the viewer whenever the "Sabre
Dance" music is heard.
Fred Niles
Fred A. Niles Productions
Chicago
Our Court Story Pleased
editor:
I want to complement you on your excel-
lent coverage of the Philadelphia Radio &
Television Broadcasters Assn. [B«T, June
17]. I could just wish that . . . newspapers
. . . could have had the services of your
excellent writers.
William B. Caskey
Executive Vice President
WPEN Philadelphia
A Link With Old Friends
editor:
Your . . . [revised] people's department
is a genuine delight. After taking a full
half -hour out this morning to visit with old
friends through your personal columns, I
feel like a new man.
G. L. Price
George Logan Price Inc. Radio Pro-
ductions
Malibu, Calif.
Also on The Fire Front
editor:
In the June 10 B»T there was a brief
article regarding the fire in downtown Co-
lumbus in which the United Oil Corp. suf-
fered some $500,000 damages. In view of
B«T's reputation for giving complete cover-
age to stories and as an example of the mo-
bility of live television, I feel that it should
be pointed out that WTVM (TV) (formerly
WDAK-TV) was on the air with live televi-
sion coverage of the fire within 20 minutes
of the time the alarm was turned in. This
means that WTVM was providing live tv
coverage before any other medium had as-
sembled news unit to cover the fire. This
Broadcasting • Telecasting
live coverage continued uninterrupted for
4Vi hours and represented the most com-
plete coverage given this event.
Clyde T. Allen
Program Director
WTVM (TV) Columbus, Ga.
Wants to Help Aspiring Youths
editor:
I was very interested in 10-year-old Don
Harbolt's letter [B»T, June 10] in which he
stated his ambition to become a television
cameraman. The letter reminded me that
I, too, once had youthful aspirations; mine
had to do with traveling with a circus.
Don's words, reflecting judgment and in-
telligence considerably beyond his years,
impressed me so much that I am checking
with his parents and teachers regarding the
advisability of making a free television stu-
dio techniques scholarship with United Tele-
vision Laboratories available to him as soon
as he can take advantage of it.
There must be other deserving young peo-
ple who write you in a similar vein now and
then. For the more meritorious of these,
preferably in the middle or late teens, I'd
like to establish free UTL scholarships also.
Since United Television Laboratories is a
profit-making organization (I hope), the
number of free scholarships must neces-
sarily be limited but, to start with, three
could be awarded annually.
W. L. Rector
President
United Television Laboratories
Louisville, Ky.
It Was a Happy Birthday
editor:
Thanks for the wonderful coverage given
our first anniversary celebration [B«T, May
20]. The promotion just seemed to click in
every respect resulting in the success story
you published.
Sydney E. Byrnes
President & General Manager
WADS Ansonia, Conn.
Reprints for Students, Gl's
editor:
Enjoyed your article "Will Television
Replace Sex?" [B«T, Feb. 27] and would
like permission to reprint parts of it in our
base newspaper.
Lt. Charles A. Halverson
Assistant Information Services Of-
ficer
Eighth Air Base Group
APO 929, San Francisco
editor :
I am editing a new ICS text entitled Ad-
vertising in Radio & Television. I would
like permission to reproduce the Tv Com-
parative Network Showsheet [B«T, May 6]
and "What's Really Wrong With Tv Com-
mercials" by Fairfax Cone [B»T, May 13].
Thomas W. Gerrity
International Correspondence
Schools, Scranton, Pa.
[EDITOR'S NOTE — Permission granted in both
instances].
Station
Sales
KIDDER,
PEABODY
& CO.—
Has an established re-
ationship with most
of the important
sources of investment
capital in the country.
» Maintains close con -
tact with all phases
of the Television and
Radio industry.
We invite the
station owner to
take advantage of
this dual coverage
when considering
the sale of his
property.
rlHs-Vtf^
KIDDER,
PEABODY 8 CO.
FOUNDED 1865
NEW YORK BOSTON PHILADELPHIA
CHICAGO SAN FRANCISCO
Offices and correspondents in thirty other
principal cities in the United States
Address inquiries to:
ROBERT E. GRANT
Kidder, Peabody & Co.
First National Bank Building
Chicago 3, Illinois
Telephone ANdover 3-7350
June 24. 1957 • Page 15
WBRC-TV— Birmingham, Ala.
Storer Broadcasting Co. — Home Office, Miami, Fla.
WAGA-TV -Atlanta, Ga.
WJBK-TV— Detroit, Mich.
FAR MORE THAN BRICK
AND CONCRETE BLOCK
WJW-TV — Cleveland, Ohio
WSPD-TV— Toledo, Ohio
The Storer Broadcasting Company is naturally proud of
its television station studios and facilities. The latest,
most modern equipment in the hands of trained, profes-
sional people will obviously provide the best in television
programming and advertising production.
But we prefer to think of these structures as monu-
ments to Storer success — and certainly not just financial
achievement. Every brick and every block, we think, is
mute testimony to the large audience response to Storer
TV programming — to entertainment ability — to a consci-
entious recognition of community needs — to faith in the
integrity of our advertisers.
And the Storer Broadcasting Company is grateful for
its good fortune in being a part of America's most influential
medium — broadcasting, both sight and sound. To process
our opportunity zealously; our obligation and principle.
STORER BROADCASTING COMPANY
WSPD-TV
Toledo, Ohio
WJW-TV
Cleveland, Ohio
WJBK-TV
Detroit, Mich.
WAGA-TV
Atlanta, Ga.
WBRC-TV
Birmingham, Ala.
KPTV
Portland, Ore.
wspd
Toledo, Ohio
WJW
f Cleveland, Ohio
WJBK
Detroit, Mich.
WAGA
Atlanta, Ga.
WBRC
Birmingham, Ala.
WWVA
Wheeling, W. Va.
WGBS
Miami, Flo.
NEW YORK— 625 Madison Avenue, New York 22, Plaza 1-3940
SALES OFFICES CHICAGO— 230 N.Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO— 111 Sutter Street, San Francisco, Sutter 1-8689
bile
GETS STILL BIGGER
IN ALL 3 DIMENSIONS !
Ap q WKRG-TV sets a
• l\e De new record in
A.R.B. (Feb. '57), leading 281
to 150 in quarter-hours when
both VHF's are on the air . . .
with a record new night-time
lead, too . . . 139 to 59!
Ql II Telepulse (Sept.
■ ULDC '56) shows WKRG-
TV leading in 275 quarter hours
to 171 for Station "X". Even
then, the night-time lead was
one-sided, 1 17 to 48.
NIELSEN
Nielsen Cover-
age Service (Re-
port #2) shows WKRG-TV leading
in every department . . . covering
33 counties to 26 for Station "X",
with 45,000 extra homes in Channel
5's Nielsen Coverage Service area.
Channel
CBS
Reps:
Avery-Knodel
Broadcasting Publications inc.
Sol Talshoff
President
H. H. Tash
Secretary
Maury Long Edwin H. James
Vice President Vice President
B. T. Talshoff Irving C. Miller
Treasurer Comptroller
BROADCASTING
TELECASTING
THE BUSINESSWEEKLY OF RADIO AND TELEVISION
Published every Monday by Broadcasting
Publications Inc.
Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
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Telephone: MEtropolitan 8-1022
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BUSINESS
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Copyright 1957 by Broadcasting Publications Inc.
Page 18
June 24, 1957
Broadcasting
Telecasting
ARE
RATINGS
EVERYTHING?
Some folks set great store by ratings . . . and we'd be the
first to tell you that in every single TV audience survey
made in Shreveport, KSLA-TV has come out 'way on top.
But there's something else of which we are every bit
as proud. It's an intangible you'd have to
come to Shreveport to grasp ... a sort of first-
name friendliness, a confidence, a loyalty. This
feeling is reflected in the ratings, of course,
and in the results advertisers tell us they get.
Still, the real measure of it is the man who stops us on
the street or the child who calls on the phone. They feel
like it's their station, and they're right! Add that to
dynamic ratings, and you DO have everything. Don't you agree?
KSLA-TV
channel 1 2
ASIC
in Shreveport) Louisiana
PAUL H. RAYMER CO., INC. Be" Beckham, Jr., General Manager
.. i t-» i_ j_« Winston B. Linam, Station Manager
National Representatives Deane R Flett< Soles Manoger
Broadcasting • Telecasting
June 24, 1957 • Page 19
Outstanding in
ALABAMA
WSFA-TV
Montgomery
WSFA-TV, as symbolic of the New South
as the dramatically modern State
Agricultural Coliseum near Montgomery,
provides better coverage of the expanding
Central and Southern Alabama market
than any other single advertising medium!
That's because WSFA-TV gives you highest-rated
local and network programming, plus a
maximum-power VHF signal that covers one-third
of a state to reach over 1,000,000 people!
The WKY Television System, Inc.
WKY and WKY-TV Oklahoma City
WTVT Tampa - St. Petersburg
REPRESENTED BY THE KATZ AGENCY
NOW!
J. Carrol Naish
H Mi iiiitiniiiiiii
adventures of
CHARLIE CHAN
Brand-new half-hour TV series!
Excitement— thrills and chills
of Hollywood and exotic
European locations captured on
film. Veteran character actor,
J. Carrol Naish, makes Charlie
Chan live and breathe. James
Hong is the Number One Son.
Beloved by millions, who've
paid out their dollars to match
their cleverness with Earl Derr
Biggers' most famous detective!
Wire or phone collect today to
reserve your market before
some other quick-thinking
advertiser snaps it up.
Hurry! Markets are
being reserved
today! Wire or
phone for private
screening!
Television Programs of America, Inc.
488 Madison Ave., N. Y. 22 • PLaza 5-2100
IN REVIEW
SEGREGATION AND THE SOUTH
THIS tv film report on the three years since
the Supreme Court's ban on segregation in
America's schools, perhaps more than any-
thing else, underscores that the period of
transition has not been as utterly chaotic as
many expected.
True, the Open Hearing special program
had its share of the usual startling pictures
of Ku Klux Klan meetings and other flare-
ups, but these were more than counter-
balanced by sequences of the problems being
worked out on both sides. For this reason,
the Fund For The Republic, under whose
auspices the film was made, and ABC-TV
deserves a vote of thanks for succintly re-
porting the status of a touchy situation. In
fact, should tv exchanges with the Soviets be
worked out, this is the type of blunt fact-
finding that could illustrate how democratic
principles can survive a few hard knocks
and still emerge as the final force.
The individual units within the show were
nothing more than re-telling of events
thoroughly reported in all media. But com-
bined, as they were for the special presenta-
tion on Open Hearing, and augmented by
skilled film editing and narration, it amount-
ed to a crisp summary of three years internal
crisis.
Production costs: $35,000-$40,000.
Telecast sustaining on film by ABC-TV's
Open Hearing, Sun., June 16, 5-6 p.m.
EDT.
Film produced under auspices of The Fund
For The Republic, set up by the Ford
Foundation.
Introduction: John Secondari.
Film Narration: Paul Frees.
Writer-Director: James Peck.
BOOKS
THE USE OF SURVEY RESEARCH
FINDINGS AS LEGAL EVIDENCE,
by Hiram C. Barksdale; 166 pp.; Printers'
Ink Books, Pleasantville, N. Y.; $6.
SPONSORED by the Advertising Research
Foundation, this book opens up a new sub-
ject, the use of survey research findings as
legal evidence. It's purpose is to break down
the barriers which differences in language,
terminology and concepts have erected be-
tween market research technicians and
lawyers. In short, the book describes how
opinion surveys must be conducted to be
valid for court evidence.
In addition to being a handbook for
technicians in marketing and advertising
research, it also serves as a reference
volume for attorneys interested in trade-
mark and trade name infringement, false
and misleading advertising and any field
where consumer or public attitudes become
an issue.
The author is associate professor of mar-
keting, New York U., and assistant techni-
cal director for the ARF.
UNDERSTANDING HI-FI CIRCUITS,
by Norman H. Crowhurst; 224 pp.;
Gernsback Library Inc., 154 W. 14th
St., New York 11; paper-cover edition,
$2.90; hard-cover edition, $5.
DESIGNED to answer all questions of the
technical minded hi-fi fan, the book cover
points that are often confusing to the audio-
phile — special output stages, feedback,
damping, inverter and driver stages, input
stages, matching, equalization, speaker dis-
tribution and crossovers, loudness and vol-
ume control, tone controls. Its many illus-
trations and explanations help to properly
evaluate a variety of audio circuits.
—
COLORCAST I N
The Next 10 Days
Of Network Color Shows
(All Times EDT)
CBS-TV
Color schedule cancelled for summer
period.
NBC-TV
June 24-28, July 1-3 (1:30-2:30 p.m.)
Club 60, participating sponsors.
June 24-28, July 1-3 (3-4 p.m.) Mati-
nee Theatre, participating sponsors.
June 24 (9:30-10:30 p.m.) Robert
Montgomery Presents, S. C. Johnson
& Son through Needham, Louis &
Brorby and Mennen Co. through
Grey Adv.
June 25, July 3 (8-8:30 p.m.) Arthur
Murray Party, Spiedel through Nor-
man, Craig & Kummel and Purex
through Edward H. Weiss & Co.
June 26 (8-8:30 p.m.) Masquerade
Party, participating sponsors.
June 26, July 3 (9-10 p.m.) Kraft
Television Theatre, Kraft Foods Co.
through J. Walter Thompson Co.
June 27 (10-11 p.m.) Lux Video
Theatre, Lever Bros, through J. Walter
Thompson Co.
June 29 (8-9 p.m.) Julius La Rosa
Show, participating sponsors.
June 30 (9-10 p.m.) Goodyear Play-
house, Goodyear Tire & Rubber Corp.
through Young & Rubicam.
Page 22 • June 24, 1957
Broadcasting • Telecasting
IN INLAND CALIFORNIA (and western Nevada)
"BEELINE.—
This group of mountain -ringed radio
stations, purchased as a unit, delivers
more radio homes than any combin-
ation of competitive stations ... at by
far the lowest cost per thousand.
(Nielsen & SR&D)
They serve this amazingly rich in-
land market which contains 4 of the
top 5 counties in farm income in Calif-
ornia, the nation's leading farm state
— and has an effective buying income
of almost $4.3 billion dollars. (Sales
Management's 1956 Copyrighted Sur-
vey & U.S. Dept. of Agriculture's 1954
agricultural census)
Sacramento, California
Paul H. Raymer Co.,
National Representative
O RENO
KFBK © SACRAMENTO
N \
KBEE ° MODESTO
I \
KMJ © FRESNO
) \
KERN ° BAKERSFIELD
Broadcasting
Telecasting
June 24, 1957
Pase 23
MEO-TV
-fr-esn<=>
*JL
ACCORDING TO LATEST
.ARB SURVEY/,
;ee
Your
Branbam
Most-
on
"Hie r
&tation
'you hove1
ever seen1
KJEO-TV
Covers
FRESNO
And the
Billion
Dollar
Rich
O'A/e/// Sroadcasfinq Company
P.O.BOX n08, FRESNO, CALIFORNIA
Agency Executive Sold on
Audit Bureau of Circulations
A. C. DEPIERRO.
V ice President
Director of Media
Lennen & Newell, Inc
New York
"Helping to eliminate the guess-work from media buying through
your membership in Audit Bureau of Circulations is a significant
benefit to advertisers and their agencies. Audit Bureau of Cir-
culations reports are a vital part of our every day working tools
and we commend you for adding your publication to the impressive
list of Bureau Members."
B*T is the unly paper in the vertical raclio-tv field with A. B.C.
membership . . . your further guarantee of integrity in report-
ing circulation facts. B»T, with the largest paid circulation in
its field, is basic for subscribers and advertisers alike.
BROADCASTING
TELECASTING
THE BUSINESSWEEK!. Y OF RADIO AND TELEVISION
Page 24
June 24. 1957
MILESTONES
► PAT FLANAGAN, sportscaster, KOOL-
AM-TV Phoenix, celebrated his 35th year
of broadcasting June 11.
► SHURE BROTHERS Inc., Evanston, 111.,
electronics equipment manufacturer, cele-
brated its 32nd anniversary.
► CECIL HALE, WSAI Cincinnati, cele-
brates his 31st year in broadcasting.
► WRBL Columbus, Ga.. celebrates its
30th year.
► C. A. O'DONOVAN, treasurer, South-
western Sales Corp. (KVOO Tulsa) cele-
brates his 25th anniversary with company.
► SID SOLOW. vice president-general man-
ager, Consolidated Film Industries (proces-
sor of films for tv and movies), celebrates
his 25th anniversary with company.
► WLAK Lakeland, Fla., completed 21
years of broadcasting last month.
► JOHN CAMPION, control room opera-
tor, WDRC Hartford, Conn., is observing
his 15th anniversary with station this month
BERTHA PORTER, music librarian,
WDRC, is observing her 12th anniversary
with station.
► GLENN CALLISON, vice president in
charge of engineering for McLendon sta-
tions (KLIF Dallas, KTSA San Antonio and
KILT Houston), celebrates his 10th year
with organization this month.
► KUHT Houston, Tex., celebrated its
fourth anniversary with reception for edu-
cators and telecasters, combined with hour-
long telecast this month.
► TOM HANLON, sportscaster, KNX Los
Angeles, celebrates his 20th year with sta-
tion.
► WSIV Pekin, 111., has completed its 11th
year of broadcasting.
► KTLN Denver celebrated its ninth an-
niversary last month.
► WSUN-TV St. Petersburg, Fla., cele-
brated its fourth anniversary last month.
► KDIX Dickinson, N. D., celebrated its
10th anniversary last month.
► WBEN-TV Buffalo celebrated its ninth
anniversary last month.
► NBC Matinee Theatre (NBC-TV, Mon.-
Fri., 3-4 p.m. EDT) gave 400th telecast
June 6.
► KGMS Sacramento, Calif., celebrated
fifth anniversary.
Broadcasting • Telecasting
every day a fresh pine cone
in his lapel !"
"At first I think maybe Christmas is coming early
this year, what with all that fall-out and stuff. Finally
I get up my courage to ask the guy. 'Christmas?' he
says, smiling. "Angelo, my lad, it's always Christmas up
in Maine when you put WABI-TV and WABI
Radio on your spot schedules!'
"Now, u7ia/," adds Angelo, a busy fellow at Michael's
Pub in the East Side heart of the agency jungle . .
'''what do you make of that?''''
Well, sir, anybody who knows his way around radio
and TV buying can make something very profitable
out of it. A large delegation of advertisers are today
wearing pine cones over their hearts ( if not in their
lapels) as tribute to sales triumphs throughout the
fastest-growing slice of Maine." \ou don't need to
know a conifer from a lobster pot to find out what a
powerhouse this WABI-TV and WABI Radio
combination is.
(Latest ARB -for example - gives WABI-TV eight
of top ten, 17 of top 20 shows in a seven-county study.
Morning ratings up 60% : afternoon, up 15% :
6 P.M. to midnight, all week, up 31%; Average
nighttime audience now 52% greater than
next-best station. In short — WOW ! )
"Maybe," says Angelo, "this'd be a hot spot to advertise
Michael's Pub?" He might be right. Nobody has yet
found out what WABI-TV and WABI Radio cant do !
Want to accept the challenge for your products?
■ Real versatile market, too. Wall Street
Journal, for instance, says Maine is note
manufacturing 170 million toothpicks a day.
Fine trees, you knoic. One of the smaller
industries contributing zoom to our boom!
Represented by
George P. Hollingbery — Nationally
Kettell-Carter — New England
BANGOR, MAINE
General manager: Leon P. Gorman, Jr.
affiliated with The Downeast Network — WIDE, Biddeford; WPOR, Portland; WRKD, Rockland; WTVL, Waterville.
IN PUBLIC INTEREST
Nielsen
Study
#2 Shows
WPTF
More daily listeners
than any other North
Carolina, South
Carolina or Virginia
station!
Reaches over 50% of all radio
homes in 84 counties! Three
more counties than 1952 study.
Population 3,150,700
Households 767,760
Spendable Income ...... $3,388,498,000
Retail Sales $2,390,992,000
Food Sales ...$ 545,229,000
Drug Sales $ 66,746,000
Gen. Merchandise ......$ 308,037,000
Apparel Sales ....$ 129,851,000
Homo Furnishings .......$ 141,796,000
Automotive Sales ... $ 516,305,000
Gas Station Sales ......$ 217,529,000
Farm Population ........ 1,246,100
Gross Farm Income .....$1,069,116,000
•Source: Standard Rate and Data
mm
50,000 WATTS 680 KC
NBC Affiliate for Raleigh-Durham
and Eastern North Carolina
R. H. Mason, General Manager
Gus Youngsteadt, Sales Manager
National Representatives
AWRT Launches Slum Campaign
AMERICAN Women in Radio and Televi-
sion is launching a three-month betterment
of slums campaign in cooperation with the
Advertising Council on behalf of American
Council to Improve Our Neighborhoods.
AWRT has issued a kit containing announce-
ments, a 20-second film, an 8 x 10 flip card,
2x2 slide and background factsheets to
1,600 of its members. Kit was prepared by
Young & Rubicam, volunteer agency for the
ACTION campaign.
WIBR Places Teeners
JUVENILE delinquency was "dealt a good
sock in the jaw" by WIBR Baton Rouge,
La. The station put on an all-out campaign
to register teenagers for summer employ-
ment and help place them in jobs. Two
hundred and eighty teenage registrants were
reported in the first few days.
NBC Public Service Award
SERGEANT William Frith, a member of
the Northwest Detective Div. of the Phila.
Police Dept., received the NBC Public Serv-
ice Award from Lloyd E. Yoder, NBC vice
president-general manager of WRCV-AM-
TV Philadelphia, for his (Sgt. Frith's) part
in solving the recent robbery-murder of Mrs.
Agnes Sharpe. Although suspect Charles
Adderly passed a lie detector test and was
released for lack of evidence, Sgt. Frith still
felt the 19-year-old youth was involved in
the crime. Sgt. Frith continued investigation
and finally accrued sufficient additional data
to cause the suspect's re-arrest. When he was
faced with the new evidence, the suspect
broke down and confessed to the murder.
WBEN Scores With Mental Health
WBEN Buffalo has launched a six-week
series on mental health, with local institu-
tions participating. The program, which be-
gan June 9, has already reportedly generated
many letters and phone calls of praise. Ac-
cording to the station, the "high caliber of
the series is the obvious reason."
Adm. Dewey to Cruise Again
AS THE "kickoff" of the June "Impact
Public Service Project." WRCV-TV Phila-
delphia aired a special program USS Olym-
pia, inaugurating a month-long radio-tv
drive by the NBC stations in aiding the
raising of $250,000 to restore Admiral
Dewey's flagship of Spanish-American War
fame, as a public shrine on the Philadelphia
waterfront.
News Film Used as Evidence
BECAUSE of its graphic summing up of a
news situation of "serious public concern,"
a film used in the Bennet Paint Co. interpre-
tive news show, Week End, was presented
as testimony at a public hearing in the Salt
Lake County (Utah) Commission chambers.
The film showed the result of gravel mining
operations near the mouth of Big Cotton-
wood Canyon. Minutes after the news film
was aired on KTVT (TV) Salt Lake City,
representatives of Salt Lake County residents
contacted the station asking permission to
utilize the footage at hearings.
Oldtime Ohio River steamboat
whistles let passengers know it
was time to get under way. The
more forceful the whistle, the
bigger the boat . . . the more
passengers it could carry . . . the
faster it took them further.
Similarly, the latest Nielsen
figures sound a forceful blast for
WSAZ-TV in today's busy Ohio
River market. With an audience
of over half a million TV homes
in 69 counties, WSAZ-TV
reaches (says Nielsen) 100,580
more homes on weekday nights
than the next-best station. And
it's the consistent leader around
the clock!
This is impressive traveling— and
to very prosperous ports of call
where income has never been so
high. Get aboard this prime
mover of goods and let WSAZ-
TV blow your own whistle where
it will be heard — and heeded —
most. The gangway is down at
any Katz office.
HUNTINGTON-CHARLESTON, W. VA.
Affiliated with Radio Stations
WSAZ. Huntington & WKAZ. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Page 26
June 24, 1957
Broadcasting
Telecasting
Broadcasting • Telecasting
June 24, 1957 • Page 27
I 14% MORE audience
than Station B ALL DAY!*
5000
LIVELY WATTS
Mar. -Apr. '57 Hooper In Lansing Shows
MONDAY THRU FRIDAY
7:00 a.m.- 1 2 noon
12 noon-6:00 p.m.
WILS
61.4
53.7
Station B
23.5
30.1
LANSING
MORE listeners than
all other stations
heard in Lansing
combined.*
* Mar. thru Apr. average
C. E. Hooper, Inc.
WILS
n*tys s^S
Represented Nationally by
Venard, Rintoul & McConnell, Inc.
OUR RESPECTS
to Robert Edward Lee Kennedy
BOB KENNEDY, the 1957-58 president of the Assn. of Federal Communications
Consulting Engineers, considers himself a roughneck engineer, but he's really a civi-
lized, urbane man at heart.
Not long ago he was with a large group at a colleague's home. The late evening
snack was a special Italian dish. The cook, who was as finicky about the ingredients
as he was about the cooking time, was Mr. Kennedy.
The tough talking, bristling attitude that Mr. Kennedy affects — it reflects his ban-
tam temperament — is belied in another direction. He and his wife, Mary, are long-
hair music fans. Symphonies, opera, concerti, chamber music are an integral part
of the Kennedy household in the Forest Heights. Md.. section of suburban Wash-
ington. Currently, there are more than 1,000 LPs in their library.
Needless to say the Kennedy's high fidelity record player is top drawer, if not
avant garde. "Kennedy's amplifier isn't any ordinary 10 w or 25 w piece of equip-
ment," a friend said recently, "it must put out at least a million watts."
He has one distinction uncommon in broadcasting circles. He is the only broad-
cast engineer who ever socked his boss and kept his job. It was in 1931 when he
was a transmitter operator at WTAR Norfolk. He was changing a capacitor and
the lines were "hot." The chief engineer started to put his hands on the terminals,
alive with 4,400 volts. Mr. Kennedy's fist shot out and knocked the boss away.
For the last four years, Mr. Kennedy has represented AFCCE on the joint indus-
try-government committee wrestling with the tall tower problem. The problem
arises because aviation interests feel strongly that high towers, mainly television, are
hazards to airplanes. Recently this group agreed on a set of tentative principles for
both broadcasters and the air industry. Mr. Kennedy feels this is worth trying, both
broadcasting and aviation must live together in airspace and must compromise their
differences in order to maintain a working relationship.
Robert Edward Lee Kennedy was born Jan. 19, Robert E. Lee's birth date, in 1910
at Norfolk, Va. His father was a shipwright in the Navy Yard there — and a Yankee
to boot (he was from Newfoundland). Young Bob wound his first crystal set in 1921
had a ham license (3RT) at 14. He took engineering courses at the U. of Virginia
at Norfolk, George Washington U. and Georgetown U. in Washington.
For eight years beginning in the summer of 1927, Mr. Kennedy worked at radio
stations and as a ship's wireless operator. He was a combination engineer-morning
man at WTAR Norfolk. He worked at what was then the Cavalier Hotel's WSEA
Virginia Beach. He was a technician at WGH Newport News. His sea duty took
place on merchant ships on the South American run, but for four months he served
as "sparks" on a private yacht. Even today Mr. Kennedy's eyes sparkle at the re-
membrance of the lush living aboard the Hardi Baiou.
In 1935, Mr. Kennedy joined the Washington Institute of Technology at College
Park, Md., just outside Washington. In 1938 he became associated with Paul God-
ley at his Montclair, N. J., engineering laboratories. Two years later he was back
in Washington with John Barron in consulting engineering practice.
Twenty four hours after the Pearl Harbor attack in 1941, Mr. Kennedy volun-
teered for Navy duty and was commissioned a lieutenant (j.g.). He was assigned
to the radio-electronics branch of the Bureau of Aeronautics. When the war ended,
Mr. Kennedy was a lieutenant commander and assistant chief of the radio section.
When the firm of Kear & Kennedy was established in October 1945, it had ABC
as its first and principal client. It started out as a three-man outfit occupying one
room in downtown Washington; it now employs 12 men and occupies a third of the
floor of a Dupont Circle building, grossing almost $250,000 a year.
Mr. Kennedy married the former Mary Dominek in 1941. They have two chil-
dren, a girl of 9 and a boy of 6. By a previous marriage Mr. Kennedy has a 24-
year-old daughter and a 22-year-old boy. He has one grandchild.
In addition to his office as president of the AFCCE (of which he was one of the
founders), Mr. Kennedy is a member of the Institute of Radio Engineers, a vice
president of the Washington, D. C, IRE professional group on audio, the Radio
Club of America, the Audio Society of America. He is also Steward (president)
of an esoteric little group known as the Empire State Tv Guild. This is a select body
of men who had a hand in putting all seven New York City tv stations on one mast
atop the Empire State Bldg.
Mr. Kennedy's other serious hobby, in addition to hi fi, is photography. He has
half a dozen cameras around the house and spends hours in his dark room. Until
last year he was also the owner-skipper of "the neatest little 40-footer afloat in the
Washington area."
Page 28 • June 24, 1957
Broadcasting • Telecasting
COUNTING NOSES
ISN'T ENOUGH
Whose noses are they? Seems like a reasonable
question for any advertiser to ask when he
stakes his money against a publication's ability
to deliver.
That's why vague circulation counts, without
proper analysis of who and why as well as
how mdny, are no assurance that (1) your
advertising is going where you want it to go. and
(2) that it will receive any kind of attention
when it gets there.
Take our field, for instance. Of the several
publications purporting to cover radio and
television, only one - BROADCASTING-
TELECASTING - is a member of the Audit
Bureau of Circulations. Only B-T can give you a
definitive breakdown of its PAID readers.
These, we are happy to report, comprise 90%
of total circulation . . . and lead the field by
several thousand noses in these ways:
1 ) almost 17,000 people pay to read B-T -
more paid distribution annually than all other
magazines in the field combined.
2) among the "crucial (to you i advertiser-
agency echelons, B-T's 5,166 paid, ABC-audited
subscriptions mean unbeatable coverage.
3 I on 1,000 desks in America s 40 biggest
radio-TV agencies and advertisers, B-T is
a paid-for fixture every week. (These, by the
bye, are the top-billing 40 who spent about
one billion in radio-TV last year.)
Only a publication that does have this caliber of
circulation will face the thorough-going
scrutiny of an ABC audit. Giveaway copies and
unsolicited "subscriptions" are quickly
recognized for what they are — circulation chaff.
Busy people can t read everything that lands
on their desks. But they do appreciate complete,
concise reporting — and are willing to pay for
it, as B-T's popularity proves. If you have
something to tell busy people in radio-TV
advertising, put it in the magazine they open
l and open first I ... the magazine they pay
to set — because thev know it's worth it.
5fC Smell something burning? It's
probably the radio-TV magazines
whose circulation generosity
exceeds their paid distribution.
Ask any of them for a breakdown
— by types — of their paid
readership. It'll panic you
( and them).
TELECASTING
1735 DeSales Street, N.W., Washington, D. C.
a member of the Audit Bureau oj Circulations
DCASTING
Telecasting
June 24, 1957 • Page 29
In Houston
the turn
is to
because
we think
television is
more than
old movies
13
new ones
. . . more
than just
riding the
network!
The Best
Network,
movies
THE CHRONICLE STATION, CHANNEL 13
P. O. BOX 12, HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO,
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL REPRESENTATIVES: Geo. P. Hollingbery Co.
500 Fifth Avenue, New York 36, New York
AND HERE'S FURTHER PROOF!
May ARB Shows —
KTRK-TV First in Prime time — 6-10 p.m.
Monday thru Friday
KTRK-TV First in Nighttime — 6 p.m. to
Midnight Monday thru Friday
KTRK-TV First in Nighttime — 6 p.m. to
Midnight Sunday thru Saturday
KTRK-TV Leads With Top 3 Shows and
Five of Top 10 in Houston!
30 • June 24, 1957
Broadcasting
B R O A D C ASTI N G
TELEC ASTI N G
Vol. 52, No. 25 JUNE 24, 1957
FRONTAL ATTACK ON ALL AD DISCOUNTS
Celler would bring media under Clayton, Robinson-Patman Acts
While aimed at networks, bill would hit all advertising media
# FCC comes in for scathing attack, in general and in particular
[The question of antitrust made news in
other quarters last week. See page 64 for
B*Ts coverage of the FCC's new policy in
antitrust cases — and specifically the NBC-
Westinghouse swap.]
TWO WEEKS AGO Rep. Emanuel Celler
released the long-awaited report on his anti-
trust investigation of the broadcast industry.
Last Thursday he put it to work.
In a move which could change the whole
face of all media operating practices, the
New York Democrat introduced a bill to
amend the Clayton and Robinson-Patman
Acts to cover "services rendered by inde-
pendent contractors" as well as commodi-
ties and goods. If passed, the bill could
make illegal all quantity discounts to ad-
vertisers— a cornerstone of the advertising
business. While aimed primarily at the
broadcast networks, it also would affect
every tv station, radio station, newspaper,
magazine, and in fact any form of mass
communication which accepts advertising.
Briefly, the two acts presently prohibit
manufacturers from giving quantity dis-
counts to their customers unless it can be
proven that the large purchases result in a
substantial saving to the manufacturer. Tv.
radio and the print media, being deemed
services rather than commodities, have gen-
erally been held free from the provisions of
those acts.
Rep. Celler announced the introduction
of his latest bill while addressing a luncheon
meeting of the Federal Communications
Bar Assn. in Washington. A record number
of lawyers, two FCC commissioners, and
two-score broadcasters in Washington for
NARTB board meetings (story page 48).
also heard him loose a blistering attack on
the FCC.
The Celler report (actually the report of
his antitrust subcommittee of the House
Judiciary Committee), hit the tv networks'
practice of giving discounts up to 25%
(and over that in some instances) on the
advertiser's gross time purchases. It ques-
tioned whether or not the network discount
structure involves a violation of the Robin-
son-Patman amendment, "one of whose
principal purposes was to prohibit quantity
discounts to mass buyers merely on the
volume of the purchases and unrelated to
Broadcasting • Telecasting
cost savings by the seller, where an injurious
effect upon competition might result."
In the case of tv network time, the re-
port stated, it is not uncommon for an ad-
vertiser to receive a discount of $25,000
for a single program based solely on the ad-
vertiser's aggregate time purchases, while a
competing advertiser whose budget does
not permit large network time purchases
may receive no discount at all for sponsor-
ing a like program. "If a commodity were
involved, this very kind of practice would
come under the ban of the Robinson-Pat-
man amendment. Yet. for no reason other
than that the activity relates to services, im-
munity from the anti-price discrimination
statute seems to be provided." the report
contended.
Congressman Celler took a leaf from the
book of Rep. John D. Dingell (D-Mich.) in
his criticism of the
FCC [B»T. June 3].
"I'm going to toler-
ate no nonsense, no
p r o c r a s tination —
that's a warning to
the FCC [to cam-
out the recommen-
dations of theCeller
report]." Rep. Cel-
ler told his Thurs-
day audience,
which included
Comrs. Rosel H.
Hyde and John C.
Doerfer.
He charged the
Commission with
failure to perform
its statutory obliga-
tions adequately,
failure to conform
its regulatory activities to the letter and spirit
of the antitrust laws; fumbling, "for many
years," the vital problem of station outlets
and frequency allocations; inability to cor-
rect the chronic and critical station shortage,
and being unduly informal with members of
the industry.
"What is required." Rep. Celler stated,
"is appointment to the Commission of per-
sons dedicated to serving the public in-
terest." He pointed out that he had not been
partisan in his criticism of the commission-
ers, but had leveled his attacks against both
Republicans and Democrats on the FCC.
He called upon the FCC to establish its
own "code of ethics" to prohibit further
ex parte discussions of pending issues.
Rep. Celler also expressed his dissatis-
faction with FCC approval of the NBC-
Westinghouse station swap, the grant of ch.
5 in Boston to WHDH-Herald-Traveler, and
the Commission's failure to bring to a close
two proceedings involving American Tele-
phone & Telegraph.
Assuming that his bill would be referred
to the House Antitrust Subcommittee. Rep.
Celler told his audience: "I can assure you.
you'll get action on that bill."
Following is a slightly condensed text
of Rep. Getter's address:
To me a matter of most serious concern
is that the FCC has failed to perform its
statutory obligations adequately; that it has
not infrequently failed to conform its regu-
latory activities to the letter and spirit of
the antitrust laws; and that it has, for many
years, fumbled the vital problem of station
outlets and frequency allocations. What is
more — and this should be especially disturb-
ing to members of this bar — the committee
found that the Commission has been unduly
informal in its relationships with members
of the industry. In fact, for many years such
an air of informality has surrounded the
Commission's adjudicatory process that
members of the Commission have repeat-
edly discussed with interested parties the
merits of pending cases. It is needless for
me to point out that such practices by mem-
bers of a quasi-judicial agency are clearly
repugnant to fundamental principles and
tread dangerously close to, if they do not
transgress, the outer limits of due process of
laws.
It is inconceivable that members of this
specialized bar association will tolerate con-
tinuation of this situation, which is so in-
consistent with order and fairness. I am con-
fident that you will assist in the formula-
tion of procedures necessary to assure that
the Commission will act as a truly quasi-
judicial body.
As a first step, it is imperative for the
Commission promptly to adopt a code of
ethics that will prohibit further ex parte
discussions of pending issues between Com-
June 24, 1957
Pace ?!
GELLER ON DISCOUNTS, FCC
mission personnel and litigants and restore
due process to its adjudicative process. I
recognize that adoption of such a code will
not in and of itself solve the basic problem
of effective broadcaster regulations. What is
required is appointment to the Commission
of persons dedicated to serving the public
interest. In my opinjon there has never been
a greater need for qualified personnel in the
pCC, both at the staff and the Commission
level. For a number of years the FCC has
simply not measured up to the standard of
public service required to inspire public
confidence.
In the exercise of its licensing function,
for example, the FCC has a unique oppor-
tunity and responsibility for protecting the
public interest in a competitive broadcasting
industry, by closely scrutinizing both the
nature of the transactions underlying license
applications and the antitrust background
of the applicants. The Commission's official
policies recognize and assert that respon-
sibility. Yet in practice the Commission
has on several occasions subordinated the
public interest in these respects. The NBC-
Westinghouse station exchange of 1955 is
a case in point. In that case, NBC per-
suaded Westinghouse to give up valuable
Philadelphia stations in exchange for NBC's
Cleveland stations plus $3 million. The
Commission had reports from its staff ex-
pressing concern over the concentration and
overlap of NBC coverage which would re-
sult from this transaction. It had detailed
information from its staff reporting that
Westinghouse was reluctant to surrender its
Philadelphia outlets and may have been co-
erced to agree, or face possible loss of NBC
network affiliation in several cities. Never-
theless, the Commission approved the ex-
change without a hearing, without giving
specific consideration to the antitrust back-
grounds of the various participants and
without maintaining adequate liaison with
the Antitrust Div. of the Dept. of lustice,
to whose attention it had specifically called
the case, and which had been investigating
the transaction.
The NBC-Westinghouse case is not an
isolated example. A recent decision by the
Commission affecting the Boston area again
highlights the Commission's disregard of
antitrust principles in its licensing process.
In that case one of the applicants already
owned newspapers and radio stations which
were dominant in the area and was con-
trolled by persons who had frequently run
afoul of the antitrust laws in the past. Paren-
thetically, it was rated by the Commission's
chief hearing examiner as tied for last place
below two other applicants. Yet, the Com-
mission awarded this applicant the license
over all competitors notwithstanding the
Commission's avowed policy of favoring
diversity of ownership of mass communica-
tions media and of considering a history of
antitrust violations in licensing proceedings.
Let me emphasize that decisions of this na-
ture shatter competition in the mass com-
munications field.
The Antitrust Subcommittee did not in-
vestigate this transaction because it had
completed its hearings before the Commis-
sion acted. However, it is to be hoped that
Page 32 • June 24, 1957
the House Commerce Subcommittee on Leg-
islation Oversights [headed by Rep. Morgan
Moulder (D-Mo.)], which was recently es-
tablished, will investigate the Commission's
handling of the matter.
In yet another field, the area of frequency
allocations, the Commission has proved
incapable of correcting the chronic and
critical station shortage which is one major
obstacle to achievement of a nationwide
competitive system. Although the Commis-
sion repeatedly declared the use of uhf to
be essential to such a system, for many years
it not only failed effectively to encourage uhf
development, but until recently, its every ac-
tion further strengthened and entrenched
vhf. As a result uhf stations face an impos-
sible competitive situation due largely to
the absence of all-channel set circulation.
After 12 years, the situation still cries out
for constructive solution.
In a related area the Commission has
been remiss in failing to bring to a conclu-
sion either of two long-pending proceedings
that bear on the difficulties of rural televi-
sion stations that are not in the AT&T trans-
mission system in obtaining network pro-
grams for live broadcast at reasonable trans-
mission rates. One of these proceedings, init-
iated in 1954, seeks permission to construct
and operate private relay facilities whenever
the cost of AT&T services is dispropor-
tionate. The other, which has been pending
since 1948, is a formal investigation of
AT&T common carrier charges for network
transmission services. In view of the im-
portance of these proceedings to the achieve-
ment of national objectives for broadcasting,
the length of time which they have been
permitted to drag on is unconscionable.
Cites CBS, NBC 'Dominance'
Turning to the problems of concentration
in the industry, the committee's study re-
vealed that CBS and NBC today occupy a
dominant position in television broadcasting,
accounting for over 40% of the entire tv
broadcast business. By virtue of that dom-
inant position, these two networks, using
spectrum frequencies that are a precious
natural resource belonging to all the people,
exercise vast influence and determine in
large measure what the American people
may see and hear on their television sets. It
must not be overlooked, however, that they
have done much that is in the public interest.
Thus they have engaged in extensive pioneer-
ing activities, assumed large financial risks
and brought to the public programs of great
popular appeal. These factors explain in
part their present dominance.
There are other factors too which have
contributed to the present concentration in
CBS and NBC. These include physical con-
siderations such as the natural limitation of
frequency space which prevents unrestricted
entry into broadcasting, and shortage of
station facilities that has been aggravated by
faulty frequency allocations. Various prac-
tices that have had a detrimental effect on
competition have also, however, contributed
to the present economic concentration in the
control of television broadcasting. These
practices include option time; must-buy; first
call arrangements; possible tie-in of network
time sales to the sale of programs in which
the networks have a financial interest:
quantity discounts granted by networks to
large advertisers in the sale of time; multiple
station ownership by networks; long-term
exclusive network talent contracts, and
broadcaster activities in the field of music.
I would stress that the FCC and the Dept.
of Justice have ample statutory authority to
correct virtually all the foregoing restrictive
practices. In this context, the solution does
not lie in the enactment of extensive new
legislation at this time but rather in the ex-
ercise by the government agencies of author-
ity which they have already been provided
by the Congress. Only if the agencies fail
to carry out their responsibilities will ap-
propriate legislation have to be considered.
There is, however, one area where addi-
tional legislation is now required so as to
amend Sec. 2 of the Robinson-Patman Act
and Sec. 3 of the Clayton Act. In the sale
of time, the networks allow advertisers a
variety of quantity discounts which run as
high as 25% and which are not related to
any cost saving. Such discriminatory dis-
counts in the sale of goods would constitute
violations of the Robinson-Patman Act.
However, since the act is not applicable to
the sale of services — tv and radio are deemed
services — the large network advertiser can
obtain a competitive advantage solely be-
cause of superior mass purchasing ability.
This is true notwithstanding there is no dis-
tinction in principle between a discrimina-
tion in the sale of goods and in the sale of
services. Similarly, Sec. 3 of the Clayton Act
which bans certain tie-in arrangements is
not applicable where services are involved.
To plug these loopholes, I have introduced
a bill today to amend the Robinson-Patman
and Clayton Acts so as to make them ap-
plicable not only to the sale of commodities
but also to the sale of services by independ-
ent contractors.
In respect of the other recommendations.
I think the past record of the Antitrust Sub-
committee demonstrates that its reports are
not issued merely to be filed. On the con-
trary, it is the policy of the committee to
keep a watchful eye on the steps taken to
carry out committee recommendations. In
this connection. I may mention the effective-
ness of past recommendations of the com-
mittee with respect to such matters as con-
flicts of interest cases; adoption of a code
of ethics by the Dept. of Justice; employment
of WOC's [without compensation employes];
measures to improve enforcement of the
Celler-Kefauver Antimerger Act.
In accordance with its policy, the sub-
committee has made formal request to the
FCC and the Antitrust Div. for detailed
progress reports as to steps these agencies
undertake to carry out each of the commit-
tee's recommendations pertaining to tele-
vision broadcasting. I'm going to tolerate no
nonsense, no procrastination — that's a warn-
ing to the FCC. Beyond this, the committee
will continue to scrutinize carefully the man-
ner in which the Commission and the Anti-
trust Div. carry out these recommendations
and implement the congressional policy of a
nationwide competitive system of broadcast-
ing. The public interest requires no less.
Broadcasting • Telecasting
ADVERTISERS t AGENCIES
RATINGS HASSLE IN LOS ANGELES:
TWO MORE TVS DROP ARB REPORT
BY LAND, SEA & AIR
KBIG Hollywood Special Events Di-
rector Stu Wilson and his Volkswagen
mobile studio have completed an is-
land-hopping voyage from their Cata-
lina Island home base to Honolulu on
the maiden trip of the SS Matsonia.
There Mr. Wilson is originating a daily
one-hour disc jockey and interview
broadcast from the annual convention
of the Advertising Assn. of the West
in the patio of the Hawaiian Village
Hotel at Waikiki, today through June
28, 7-8 p.m. Mr. Wilson's hour tape
arrives back on the mainland nightly
via Pan-American Airways for broad-
cast on KBIG next day.
CAN a rating service successfully defend
ratings lower than its competitors? That was
a big question in Los Angeles and elsewhere
last week on heels of the news that two
more Los Angeles stations have discontinued
their subscriptions to American Research
Bureau's service — admittedly because it
j came up with lower ratings than the com-
peting Nielsen and Pulse services.
The latest two stations to drop ARB are
j independents KTTV (TV) and KTLA (TV).
j They join CBS-owned KNXT (TV) (can-
celled last fall) and NBC's KRCA (TV) (last
J month) to bring to four out of seven Los
j Angeles stations which have discontinued
I: j the report.
| None of the stations was speaking for
publication last week, but informally they
agreed that a major reason for the cancel-
lations was the fact that during daytime
hours, which contain most of the tv time
still available for sale, ARB ratings fall well
below those of Nielsen and Pulse. As day-
; time is the time they are trying most en-
| ergetically to sell, those stations indicated
a preference for the rating services which
provide them with the best sales ammuni-
I tion.
Roger Cooper, ARB station relations man-
ager, was in Los Angeles last week in search
j of a solution to the rating differentials. He
noted that the basis of the problem is that
agencies — and consequently stations — are
trying to justify the high cost of television
by showing high circulation. He said that
this insistence on high ratings rather than
proof of impact is an industry problem not
confined to ARB or to the Los Angeles
market.
James Seiler, president of ARB, admitted
in Washington that the situation was a se-
rious one, but said that ARB has no inten-
tion of changing its rating methods until
it is demonstrated that they are in error.
And, he maintained, repeated tests of the
ARB diary results in Los Angeles have
verified their accuracy.
When the first rumblings of station dis-
content with the ARB results were heard last
year the rating service instituted its own
test of the diary method against telephone
coincidental and personal interview meth-
ods of the same program periods. Those
tests — conducted at a cost to ARB of $25,-
000 and involving 60,000 homes — showed
the diary results actually .4 points above
the other methods, Mr. Seiler said.
Early this year, he stated, TvB conducted
similar tests of the Los Angeles market —
with the knowledge of ARB and using the
same periods as the ARB report. Mr. Seiler
said the results of that test had never been
published, and that his repeated demands
that they be released have been met by TvB
with statements that they were "inconclu-
sive." Mr. Seiler, on the contrary, feels that
if the TvB tests are released they will bear
out ARB's accuracy.
Another reason given by the stations
which have dropped ARB was the difference
between overnight coincidental ratings
which they sometimes receive from that
service and figures printed later in the diary
reports. The overnight ratings would be
used to sell program sponsorship or adja-
cent announcements to an advertiser or
agency, the stations said, but when the re-
port came out with ratings only half as
large as the first reports — or even less — the
result would be a cancellation. More than
that, the stations said they often were severe-
ly criticized for using "phony" statistics to
make a sale.
Answering that charge, Mr. Seiler ad-
mitted that sometimes such incidents oc-
curred, but pointed out that they were ex-
ceptions rather than the rule — and even
then that the coincidentals covered a differ-
ent segment of people and a different time
period. He further declared that in other
cases the reverse was true — that the diary
report would show a higher rating than the
coincidentals.
Mr. Seiler said that he would welcome
further tests of the accuracy of his service,
and that he was looking for a station which
would go along with one. KNXT was set to
last fall, he said, but cancelled out just be-
fore the test was to begin. If such tests prove
his method in error Mr. Seiler stated he
would of course change the method, but
maintained that he could not now publish
data which he feels unsubstantiated by the
facts.
Nighttime Radio Given
More Stress by Texaco
THE TEXAS Co. (Texaco gasoline). New
York, has "discovered" nighttime radio.
And, as a consequence, beginning this Fri-
day it will place a portion of its spot
radio budget in nighttime (generally in the
7-9 p.m. or 7-10 p.m. periods).
Texaco in each of its "basic" markets will
be running about 45 spots per week in
various time periods. Included in its night-
time buying is participation in Westing-
house Broadcasting Co.'s new "lateral pro-
gramming" (see story page 82), becoming
the first major advertiser to be associated
with WBC's new project.
According to Cunningham & Walsh, New
DURING the June 4 farm clinic held at Potts-Woodbury advertising agency's Kansas
City headquarters, final plans were drawn for a continuing series of broadcasts to
be sponsored by D-X Sunray motor oils on nearly two dozen midwestern radio
stations. Participants in the conference included (1 to r) : Marvin Vines, farm direc-
tor of KTHS Little Rock; Ted Manger, farm director of KMOX St. Louis: Roy
Middleton, advertising department of D-X Sunray Oil Co.. Tulsa: and Gene
Dennis, radio-tv director of Potts-Woodbury. More than 50 farm directors, station
and agency executives at the clinic discussed the D-X Farm Information Center
campaign which will feature broadcasts three times weekly from different parts of
the country.
Broadcasting • Telecasting
June 24. 1957 • Pa»e 33
ADVERTISERS & AGENCIES continued
York, agency for Texaco, the company
which buys spot radio in waves (four weeks
at a time), had been emphasizing its period
placement in this order of priority: week-
ends, early evening and morning. Texaco
has now revised this ranking, and has in-
serted nighttime after early evening while
easing up on morning periods.
What generated Texaco's switch to late
evening radio? C&W explains:
• Availabilities are there. Texaco thought
it would take advantage of nighttime radio's
open door policy.
• Review of available research material
convinced C&W only two weeks ago that
it ought to try nighttime spot radio.
• Summer drivers don't stick to morn-
ings. To Texaco, radio means automobile
sets and nighttime traffic (and listening) is
heavy during the summer.
C&W characterizes its new buying habit
as a "rearrangement." It affects 80-90 ra-
dio markets in which the gasoline firm uses
spot (one-minute and 20-second commer-
cials) .
Durstine Appoints MacKay
CLEMENT W. MacKAY has been ap-
pointed executive vice president of Roy S.
Durstine Inc., New York. He joined the
agency in 1954 as vice president in charge
of marketing and research and previously
was senior associate of Stewart Dougall &
Assoc., management consultants. Before
that he was vice president of Kenyon &
Eckhardt and president of Kenyon Research
Corp. In his new capacity, Mr. MacKay
will continue supervision of marketing and
research activities for the agency's clients
and will contribute to administration.
Keener to President of Goodrich
J. W. KEENER, currently executive vice
president of the B. F. Goodrich Co., has
been elected president, director and mem-
ber of the executive committee, effective
August 1, according to an announcement
last week by John L. Collyer, chairman and
chief executive officer of Goodrich. Mr.
Keener succeeds William S. Richardson
who will continue as a director of the
company.
Mr. Collyer also announced that Reuben
B. Robertson Jr., president of The Cham-
pion Paper and Fibre Co., Hamilton, Ohio,
who resigned on April 26 as U. S. deputy
secretary of defense, was elected a member
of the Goodrich board. Mr. Robertson, first
named to the board in December, 1953.
resigned in July 1955, prior to his appoint-
ment as deputy secretary of defense.
Sugar Jet's spaceman floats over the moon ... ... and walks up walls in a spaceship.
P^F^E'Vl EW* 5u9ar Jets soars ahead with space' treatment
GENERAL Mills Inc., Minneapolis, is uti-
lizing an unusual advertising approach in
a campaign to promote its Sugar Jets
cereal on ABC-TV's Mickey Mouse Club,
starting July 1. It will devote more than
half of its commercial time on the pro-
gram to presenting authentic facts on
outer space to children, without mention
of the product in this sequence.
General Mills, which is sponsoring one
15-minute segment of Mickey Mouse per
week, will devote as much as 60 seconds
of its 90-second commercial time to film
sequences dealing with models of rockets,
interiors of rockets, space stations, in-
formation on what life may be like on
other planets, etc. The balance of the com-
mercial time will be tied in with Sugar
Jets e.g. since the cereal is made of
sugar, oats and wheat, the copy motif
will point up that "Sugar Jets, like a three
stage rocket, give you three way en-
ergy . . ."
The campaign was conceived by Gen-
eral Mills' agency for Sugar Jets,
Tatham-Laird, Chicago. The agency also
will offer premiums with an outer space
motif — miniature rockets, satellites and
moon ships. Rocket expert Willy Ley,
who is one of the technical advisers on
the campaign, is writing four books on
various phases of outer space which will
be offered as premiums for 50 cents and
a Sugar Jets box top.
J. W. Gill, Tatham-Laird account exec-
utive, claimed the campaign incorporates
an "adult approach to space, eschewing
the popular kid show approach.
"The agency," he said, "is operating
on the premise that the wonders of the
universe are exciting enough to children,
without adding cops and robbers in space
suits." It was decided to tie in Sugar Jets
advertising with childrens' interest in
space because "some sort of space idea
is suggested nautrally by the name Jets".
Mr. Gill reported that the "unusual
and authentic sets" alone cost about
$50,000. With this investment, he said,
General Mills plans to continue its
"space" campaign on Mickey Mouse at
least through next May. He noted that
Mickey Mouse was chosen as the best
vehicle fot the Sugar Jets space commer-
cials because of its popularity among
children and because of Walt Disney's
interest in presenting what he calls
"science-factual" materials to children on
his programs.
Credits for the campaign go to Swift-
Chaplin Productions, Hollywood, which
produced the commercial; Mary Afflick,
Tatham-Laird copywriter; technical ad-
visors including Mr. Ley and Dr. Joseph
Kaplan, who is in charge of U. S. par-
ticipation in the current International
Geophysical Year; Chesley Bonestell,
artist and John Sterning, principal, Glen-
coe. 111., Central Elementary School.
Page 34 • June 24, 1957
Broadcasting
Telecasting
Fla. Citrus Allocates
$2.5 Million for Tv
THE Florida Citrus Commission will chan-
nel more than half of the biggest ad budget
in its 22-year history into television it was
announced in Lakeland, Fla., last fortnight.
The program, approved after a two-hour
presentation by Benton & Bowles, calls for
expenditure of $4 million, with an additional
$400,000 to be held in reserve for possible
use [B»T, June 10]. Of the $4 million, tv will
receive $2.5 million compared to $1.7 mil-
lion out of last year's $3.1 million budget.
Magazines have been allocated $939,700 of
the current budget, and newspapers $627,-
300. Smaller amounts go for radio, outdoor,
trade and Canadian advertising. However,
radio actually is virtually eliminated from
the 1957-58 program, the only expenditures
being for the final weeks this summer of
an orange juice schedule on Arthur God-
frey's simulcast.
Network television shows will largely re-
place last season's heavy run of 10-second
spots. New emphasis will be given the health
and nutrition story for both oranges and
grapefruit this coming season, and longer
commercials will be needed for this pro-
gram. Two CBS-TV daytime shows, Garry
Moore and the serial Edge of Night, will be
used to promote orange products, and a 13-
week night-time show may be co-sponsored
shortly after Christmas. Today on NBC-TV
will be used again to promote grapefruit.
Testimonial advertising, featuring sports
stars, will be used extensively on the air and
in print, A. W. Hobler, chairman of the
board of Benton & Bowles, told the com-
mission.
Also announced in Lakeland was the
hiring of Homer Hooks as general manager
of the commission. Mr. Hooks, formerly
manager of H. P. Hood & Sons Co. (citrus
concentrate), Dunedin, Fla., was hired at
$25,000 a year, $10,000 more than his
predecessor. He succeeds Robert V. Evans,
who becomes director of administration at
his present $15,000 salary.
Key Scales, head of the G & S Packing
Co., Weirsdale, Fla., and newly-elected
chairman of the state commission, named
three new committee chairmen: J. R. Graves,
advertising and merchandising; Bruce Skin-
ner, budget, and Tom Swann, research.
Ekco to Enter Network Radio
With Four ABN Daytime Shows
EKCO Products Co., Chicago, making its
first use of network radio, has signed to
sponsor segments of four American Broad-
casting Network morning programs. The
Ekco contract, plus four renewals for Amer-
ican programs in the past week, exceed
$725,000 in net billings.
Ekco will sponsor two segments of Don
McNeill's Breakfast Club and one each of
My True Story, When a Girl Marries and
Whispering Streets starting Sept. 30. Agency
for Ekco is Dancer - Fitzgerald - Sample,
Chicago.
The four renewals announced include ( 1 )
R. J. Reynolds Tobacco Co., Winston-
Salem, N. C, weekday and weekend news-
casts. Reynolds sponsors newscasts Monday
through Friday, 6:30-6:35 p.m. EDT, with
Midas Inc.; 7:55-8 p.m. with Charles E.
Hires Co., and individually 8:55-9 p.m. and
9:55-10 p.m. Also, it co-sponsors 18 week-
end newscasts with Norwich Pharmacal Co.
William Esty Co. placed the account. (2)
Radio Bible Class of Grand Rapids for Ra-
dio Bible Class, Sunday, 8-8:30 a.m. The
52-week renewal beginning June 30, was
placed by J. M. Camp & Co., Wheaton, 111.
(3) Ac'cent division of International Min-
erals & Chemical Corp., one segment weekly
of Don McNeill's Breakfast Club effective
July 3. BBDO, Chicago, placed the account.
(4) Bridgeport Brass Co., four segments
weekly of When a Girl Marries, starting
July 2. Hazard Adv. Co., New York is
agency. Breakfast Club is presented Monday
through Friday, 9-10 a.m., followed by My
True Story, 10-10:30 a.m.; When a Girl
Marries, 10:30-10:45 a.m., and Whispering
Streets, 10:45-11 a.m.
Pulse Rating Concept
Shown in L.A., Chicago
"THE SIGNIFICANCE of the single yard-
stick for both broadcast and print media is
not that newspapers have not done a good
job for their advertisers, but that they have
done it with small ratings," Dr. Sydney
Roslow, director. The Pulse Inc., said Tues-
day in Los Angeles. "The broadcast media
can also do a good job with small ratings
and at a much lower cost," he added.
The single yardstick concept first presented
by Dr. Roslow in New York [B*T, May 27]
was explained to advertiser-agency-broad-
caster audiences in San Francisco last Mon-
day; Los Angeles, where about 150 defied
a heat wave to overflow the meeting room
at the Hotel Ambassador on Tuesday, and
in Chicago on Wednesday for approximately
70 agency representatives.
Print media men have had a pretty poor
opinion of radio-tv ratings in the past, Dr.
Roslow told a news conference following
the morning meeting in Los Angeles. These
broadcast media ratings seemed pretty small
in comparison to the print media ratings,
and for the simple reason that the print
ratings are based on readers of the publica-
tions being studied, whereas radio-tv ratings
are based on the public at large.
Meeting this criticism when he first pre-
sented his all-media yardstick in New York,
Dr. Roslow converted his Baltimore news-
paper ad ratings from an all-homes base to
a reader homes base, producing figures just
double those of the all-homes base (as the
newspaper has a 50% circulation), with the
result that new figures were the kind the
newspaper media men are used to seeing,
he said.
Dr. Roslow also converted ratings for
newspaper ads in Denver from an all-homes
base to a reader homes base, with similar
results. He also compared the Denver reader
homes ratings to ratings made by Advertis-
ing Research Foundation in a newspaper
readership study made in Denver in 1948.
producing a reasonably close match of
ratings for the same stores' newspaper ads
then and now.
Dr. Roslow said that Pulse plans to make
at least one print-and-broadcast media study
RADIO LISTENERS in Southern Calif,
and Arizona now hear the jingle for
Laura Scudder potato chips 400 times
a week over 14 stations. Dickie Bel I is
and Kathy Garver, who sing the Scud-
der song, joke with (I to r) Bill Bates,
musical director, Ralph Pansek. adver-
tising manager for Scudder Food Prod-
ucts Inc., and Lee Siteman, account
executive for Mottl & Siteman Adver-
tising. Los Angeles.
a year in more than 25 major markets, pos-
sibily adding economic and sociological in-
formation about the people reached by the
print and the broadcast media. The cost of
these studies will be underwritten pretty
largely by the broadcasters of each com-
munity, he commented, with perhaps some
participation by advertisers and advertising
agencies, but none to be expected from the
newspapers.
Max Factor Buys Nine Hours
Of KTTV (TV) Beauty Coverage
MAX FACTOR & Co. has bought nine
hours of time on KTTV (TV) Los Angeles
for exclusive sponsorship of full tv coverage
of the sixth annual Miss Universe Beauty
Pageant, to be held July 11-19 at Long
Beach, Calif. Telecasts will include the ar-
rival of the contestants at Long Beach Mu-
nicipal Airport July 11, introduction of all
contestants at opening ceremonies July 13,
International Beauty Parade July 14: semi-
finals for contestants July 16, crowning of
Miss USA July 17. Miss Universe semi-
finals July 1 8 and the final crowning of Miss
Universe July 19.
Some 3,000 retail outlets for Max Factor
products are tied into the campaign through
a "Max Factor Guess Miss Universe" con-
test, with more than 150 prizes offered for
naming Miss Universe and her four runners-
up correctly on blanks obtainable through
the stores. The Miss Universe Beauty Pag-
eant is co-sponsored by Max Factor and
Catalina swimsuits.
Charles Antell Gets New Shows
NEGOTIATIONS have been concluded be-
tween Paul Venze Assoc and Screencraft
Pictures Inc. giving Charles Antell exclusive
rights on Judge Roy Bean, half-hour syn-
dicated western series in color, the agency
said last week. Venze also reported the ac-
quisition of a Mickey Rooney series, which
will be offered to tv stations on a prckase
plan with the Bean show, details of which
have not been formulated.
Broadcasting • Telecasting
June 24. 1957 • Page 35
ADVERTISERS 8 AGENCIES continued
FIELD DAY FOR ARMCHAIR CRITICS
Telestudios uses home viewers to pre-test ads, shows
WHO SAYS ordinary tv viewers aren't good
critics of video commercials and programs?
Certainly not George K. Gould, a former
CBS - TV producer-director, whose 1 1 -
month-old Telestudios Inc., New York, has
spent the past few months proving a pet
theory of his: that the average viewer often
is a better judge of tv fare than the most
case-hardened agency or network executive.
Mr. Gould does it by exposing the viewer —
at home via closed-circuit tv — to commer-
cials and programs shot "in the rough." ask-
ing for the viewer's opinions, and then sub-
mitting these opinions to the agencies for
action.
He already has some 2,500 families serv-
ing on the closed-circuit "panel." This week,
his firm hopes to complete negotiations with
a group of New York real estate owners
and renting agents which would provide
Telestudios with a built-in home audience of
6,000 New Yorkers scattered throughout
three boroughs in various apartments and
projects.
Telestudios. located in Times Square,
claims to be the tv industry's first wholly-
independent studio designed to ( 1 ) produce
pilot commercials, costing anywhere from
$500-$ 1,000 (as against the $5,000-plus
velop visually the means whereby the agency
and its client, an appliance manufacturer,
could "sell" the steam in steam irons. The
problem: Steam just doesn't register as
steam on camera. It took the Telestudios'
production staff just 24 hours to come up
with a solution: Arrange lights in such' a
way as to show not only the steam, but also
the steam as it works its way through the
fabric.
But what Telestudios considers its biggest
contribution so far to the furthering of com-
mercial tv is its system of translating view-
ing attitudes into concrete, readable terms.
By telling the agency why a viewer feels the
way he does about a commercial that hasn't
received full exposure, Telestudios is able
not only to cut production costs but in some
instances save the advertiser potential em-
barrassment.
"No research is better than its panel," ac-
cording to Mr. Gould. He feels that it is
nearly impossible to get a true audience
reaction by having a panel sit in a "labora-
tory" simulated to represent a living room;
nor is one likely to attract a true cross-section
by inviting people into a specially-con-
structed viewing theatre to sit in judgment.
In either case, the subject is made to feel
THE SYSTEM IN ACTION
THE family at home, actually involved in the viewing experience, is the focal point of
Telestudios Inc.'s testing. L-r: From the initial closed-circuit explanation of how to
complete the questionnaire, through the relaying of the signal to the actual reception
of the show in the "guinea pig's" living room.
cost for an air-quality commercial): (2)
pre-test these commercials before a con-
sumer panel via closed-circuit tv: (3) re-
search and interpret these findings. Tele-
studios believes it can save the advertiser
and his agency thousands of dollars that
otherwise would be wasted through actual
on-air exposure and eventual failure.
A complete unit, Telestudios resembles a
network's physical plant. There are studios
for audiences and for producing films, kine-
scope labs, viewing rooms, complete lighting
facilities, makeup and dressing rooms, a
programming department and a research
section. In addition to testing shows and
commercials, Telestudios also researches
pilot films, e.g., it sought — and got — the
audience reaction to the initial episode in
the ill-fated NBC-TV Stanley series, and it
shoots low-cost experimental commercials
that after being researched are turned over
to production firms for completion.
For example, several weeks ago, a major
advertising agency asked Telestudios to de-
like a specimen, "a guinea pig." At home,
Mr. Gould maintains, the viewer sees a com-
mercial in his living room, on his tv set along
with his family. "This is the way he'd see
it on commercial tv," Mr. Gould says. "Why
not apply the same conditions to testing?"
This is how Telestudios arranges for a
pre-view test run. The manufacturer of brand
X wants to gauge consumer reaction to a
new commercial. His agency will ask Tele-
studios either to produce a live commercial
or shoot a low-cost pilot kine. Telestudios.
in turn, will contact its sample audience in
a Manhattan apartment development by
mail some 10 days in advance of the pro-
jected screening. Every family in this de-
velopment (which has a master antenna
system) is asked to participate.
"In our invitation to them," Mr. Gould
says, "we stress the prestige factor of be-
longing to an exclusive preview audience."
They usually accept on that basis, he notes.
As it works now, each invitation includes a
postage-free return card. Each is basically a
chance card, with a certain few winning
such prizes as bicycles, cameras and other
equipment. Telestudios' research organiza-
tion. Blankenship-Gruneau Research Assn.,
goes through the return cards and extracts
the names of those families who make up a
representative cross-section of the tv
audience.
The night of the screening (Telestudios
only feeds the test runs during "normal"
viewing hours, i.e. 7:30-8:30 p.m.), the
signal is transmitted from Times Square to
the Empire State Building, which serves as
the transmitting site for the seven New York
stations. From there, the microwave is
beamed to the housing development, where
special dish-antennas convert the microwave
into a channel signal. The channel is No. 6 —
unused in the metropolitan area. As the
panel audience watches the commercial or
program, it is asked to set down its collective
and/ or individual views on a questionnaire.
Later, the questionnaires are sent to Blanken-
ship-Gruneau for analysis. The complete
report is then submitted to the agency for
further study.
The report will indicate whether the com-
mercial ought to be used as is, whether it
should be scrapped or whether it needs addi-
tional work. Total cost to the advertiser for
filming, production and testing: approximate-
ly $2,000 or an estimated 60% less than the
cost of a commercial that is written bv the
agency, tested by the agency, produced by
an outside film firm, and immediately used
on the air.
"We are not concerned with motivational
research," says Mr. Gould. "But we are
concerned with what the viewer really thinks
of the commercials — just whether he likes
it, whether he doesn't like it. and why this
is so."
Alfred Blankenship of the research firm
feels that the Telestudios' system "comes far
closer to measurement under natural view-
ing conditions than any other method now
in use." He says, "The size of the sample,
while small, is entirely adequate for the
purpose and compares with the number of
people questioned on existing systems of
program and commercial research."
He admits that the panel "obviously" is
not a cross-section of the U.S. "It is a New
York panel. But this is a sound, logical
starting point." As to whether the panel
might become "conditioned" and therefore
no longer representative, Mr. Blankenship
Page 36 • June 24. 1957
Broadcasting • Telecasting
Get more
than 45%
(of Iowa's Drug Sales Potential)
WHO gives you Iowa's
Metropolitan Areas (45% of Drug Sales)
. . • PLUS THE REMAINDER OF IOWA
Iowa has six Metropolitan Areas,
which, all combined, account for
44.5% of the State's total
Drug Sales. The remainder
of Iowa does 55.5%!
Quite a number of radio stations can give you high
ratings in ONE Metropolitan Area. WHO gives you
high coverage in virtually ALL the State's Metropolitan
Areas, plus practically the REMAINDER of Iowa, too !
FREE MERCHANDISING!
WHO Radio maintains one of the nation's most com-
prehensive and successful FREE merchandising services
in 350 high-volume grocery stores for FOOD adver-
tisers who buy $300 gross time per week; in 250 high-
volume drug stores for DRUG advertisers who buy
$250 per week. (A $200 Food plan is also available.)
Ask us — or PGW — for all the facts!
WHO Radio is part of
Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines
WOC-TV, Davenport
REMAINDER
>F IOWA
55.5%
Dubuque — 3.6 %
OF IOWA Tri-Cilies-11.5y.
Cedor Rapids — 5.5°,
Waterloo — 4.7°,
IOWA DRUG SALES
1956 Consumer Markets Figures
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.,
National Representatives
Broadcasting • Telecasting
June 24, 1957 • Page 37
o many hours in the day
make those hours pay!
If you're a TV station owner or operator
— your basic commodity is TIME ! And
since nobody, but nobody, has ever
come up with a plan to expand the
twenty-four hours in a day, there's a
very circumscribed limit to the amount
of time you can sell !
You can increase the number of viewers,
however, who watch your particular
channel at any given hour. And forgive us
for being obvious — but by so doing, you
must automatically increase the value of
your air-time !
That's where M-G-M features become a very im-
portant consideration. Literally dozens of stations have
found that the higher ratings achieved by the programming
of M-G-M features have justified important rate-card increases.
Therefore, we wonder if you have looked over your rate-card
lately? And have you thought about what these fabulous
M-G-M features can do towards boosting your rates upwards?
We would be happy to have you contact us for the full
M-G-M story.
The
swing is
toward
Leo ! ,
A SERVICE OF
LOEWS INC.
RICHARD A. HARPER, General Sales Manager
701 7th Avenue, New York 36. JUdson 2-2000
ADVERTISERS & AGENCIES continued
A MOST CURI
UNLIKE Dr. Ernest Dichter's post-view-
ing period questions for "motivating re-
sponse patterns" [B«T, March 25], those
asked by Blankenship-Gruneau for Tele-
studios Inc. are concerned with the view-
er's immediate reaction rather than with
his psychological reasoning powers. Ques-
tions include:
(1) You have just seen a commercial
which describes [product]. Would you
think for a moment and then tell me
everything you can remember about this
commercial?
(2) Would you please describe the
product in your own words?
(3) How do you feel about the com-
mercial you saw? What did you especially-
like about it? Dislike about it?
(4) What type of person do you think
this commercial would be most likely to
appeal to? What type would it least ap-
peal to?
(5) Do you think you would like to
try product described in the commercial?
US QUESTIONER
(If yes, what is there about the product
and/ or the commercial that makes you
feel you would like to try it? If no, why
do you feel you wouldn't like to try it?
If don't know, why do you say you don't
know?)
(6) Could you tell me in your own
words what the phrase "
(main theme of commercial) means to
you?
(7) Do you own (product); have you
even owned a (type of product); if yes,
what brand(s) do you own? Why that
brand? If you were going to buy a new
one, what brand(s) would you buy? Why
would you buy that kind? (If no to the
above, why have you never owned (type
of product); under what circumstances
would you buy one. What brand? Why
do you say that?
The questionnaire also asks for com-
plete personal data, including name, age,
occupation, sex, spouse's occupation, in-
come group, etc.. and invites any other
"helpful"* information.
said, "Our system involves the use of a par-
ticular family only once every six to eight
weeks and we do not plan to use a family
in the panel indefinitely." Mr. Gould would
prefer to broaden the gap to not using a
family more than once in three months. To
date, there are 2,500 "guinea pig" families.
By fall, there will be 4,500.
Mr. Gould recalls the time, just before
this past season got under way, when NBC-
TV asked Telestudios to "screen" its then-
new Buddy Hackett Stanley series (see pic-
tures). When the final tabulation was made,
the answer was : "We like the comedian, but
not the story." Nonetheless, Max Liebman,
NBC, American Tobacco Co., Toni, and the
two agencies concerned felt strongly enough
about Stanley to put it on, Mr. Gould said.
The ratings, it seemed, vindicated the panel.
Stanley was dropped in favor of Wells Fargo
earlier this year.
Telestudios' present clients include some
of the major agencies and a number of
"blue-chip" advertising accounts. Mr. Gould
also is talking to one of the three major net-
works about a long-term contract whereby
the network would test its future programs
via Telestudios.
Standard Oil Buys Football Time,
Reported Set for More in Fall
STANDARD OIL Co. (of Indiana) has
bought the midwest sponsorship of half of
the pro-college all star football game on
ABC-TV in Chicago Aug. 9 and is set for
other football buys this fall.
Standard will pick up the second and third
quarters on network outlets in 14 states;
while Pabst Brewing Co. has been signed
for national sponsorship of the first and
fourth stanzas. ABC-TV still was negotiating
for regional clients for the second and
third quarters in the East. South and South-
west. Western coverage will be offered for
Broadcasting • Telecasting
co-op sale. Agencies are D'Arcy Adv. Co.
for Standard, and Norman, Craig & Kum-
mel for Pabst.
Also set by Standard for fall, though not
officially announced yet, is one-third spon-
sorship of Chicago Bears-Cardinals games
on more than 30 midwestern stations, one-
third of the Green Bay Packers contests on
12 outlets, (both CBS-TV regional network
setups) and radio coverage of all games of
the Bears on WGN Chicago, rounding out
its pro football buys. Fifteen telecasts are
included in each of the regional purchases.
It was deemed unlikely that the college
all-star game with the New York Giants at
Soldier's Field would be carried on radio,
and certainly not as an ABC radio-tv simul-
cast. Meanwhile, Amoco Oil and Pan Amer-
ican have withdrawn from sponsor bidding
in the eastern and southern zones.
Bulova May Stress Seasonal Buys
BULOVA WATCH Co., New York, with
an eye on the buying season for watches
during the gift-giving seasons (Christmas
and before Father's and Mother's Day and
June graduation) is considering 13 partici-
pations in Crisis on NBC-TV. Seven shows
would be sponsored during 1957 before
Christmas and six others in the spring prior
to graduation. If the deal did go through.
NBC-TV would have to find another adver-
tiser to pick up the in-between periods on
the program. McCann-Erickson, New York,
is agency for Bulova.
Radio-Tv to Back Rexall Sales
1957 ADVERTISING plans of Rexall Drug
Co., Los Angeles, call for a nationwide tv
and radio promotion for the semiannual one-
cent sales conducted through the thousands
of drug stores distributing Rexall products
in every county in the U. S., according to
BBDO, Los Angeles. Rexall agency. Plans
are not definite as yet, but probability is
that the May and October one-cent sales
will be heralded with one-hour musical spec-
taculars simulcast on both television and
radio. Newspaper Sunday supplements and
farm magazines will also be used in the new
campaign.
'Lux Theatre' Future
At Speculation Point
WILL Lux Video Theatre, a 6'/2-year net-
work tv veteran, become another washout
in the increasing number of casualties among
oldtimer tv shows?
J. Walter Thompson Co., New York,
Lever Bros." agency, doesn't think so.
Neither does NBC-TV which has had the
program since Au?. 26, 1954. (Before that,
it was on CBS-TV, Oct. 2, 1950, to June
24, 1954. It has been telecast weekly in
color on NBC since Sept. 20. 1956.)
Yet the future of the drama series next
season in its Thursday, 10-11 p.m. period is
very much in doubt — symptomatic to an
extent of what has been happening to many
a major network tv advertiser.
Lever Bros, told NBC-TV it wants to cut
back on the program's cost next fall. Pub-
lishers Information Bureau data shows Lever
in 1956 spent $4,483,911 in time costs (at
gross rates) for the 52-week drama series
and $1,737,370 gross in January-April this
year. In production cost, the show runs
approximately $40,000 per telecast. Lever
would like to reduce its investment by con-
tinuing sponsorship on an every-other-week
basis. As yet, however, NBC-TV has not
found an alternate-week sponsor.
Reason for NBC-TV's difficulty in selling
an alternate week to another sponsor has
been Lever Bros.' long identity with the
Lux series. Lever, nevertheless, believes the
situation will be resolved before the next
season by an advertiser's picking up half
of the 52-week tab.
The network, on the other hand, has been
suggesting that perhaps Lever might can-
cel the series and retain the first half of the
time period (10-10:30 p.m.) for a new half-
hour program. Lever, while acknowledging
that it wants to keep the time period, has
not taken to NBC's recommendation.
If or when another sponsor is found,
Lever probably would retain the current
program title with the alternating show tak-
ing on both a different identity and title.
25 Agencies After Orr Clients
MORE than 25 advertising agencies have
made overtures toward clients of Robert
Orr & Assoc.. New York, since Orr lost its
major account. Andrew Jergens Co., fort-
night ago [B»T, June 10]. Another account.
Air Express Division of the Railway Ex-
press Agency, has left Orr to join Burke
Dowling Adams. New York, effective im-
mediately. Latter account bills $500,000
and had been with Orr since 1951. Among
Orr accounts are Burlington Mills. Fuller
Brush Co.. and Pan American Coffee
Bureau. Meanwhile Jergens has not named
a new agency.
June 24, 1957 • Page 39
ADVERTISERS & AGENCIES continued
*
•. ■■■':> : "
Tv Report for June 1-7, 1957
TOP 10 NETWORK
SHOWS
Program
Rating
1.
/ Love Lucy
27.4
2.
Chevy Show
27.3
3.
What's My Line
25.3
4.
$64,000 Challenge
22.9
5.
Person To Person
22.8
6.
Playhouse 90
22.5
7.
Your Hit Parade
22.0
8.
This Is Your Life
21.9
9.
Twenty One
21.9
10.
Steve Allen
21.6
11.
$64,000 Question
21.6
Tv Report for Two Weeks Ending
May 25, 1957
TOTAL AUDIENCE (HOMES-000) (t)
Rank
Rating
1.
/ Love Lucy
15,193
2.
Ed Sullivan Show
15,153
3.
Perry Como Show
14,105
4.
December Bride
14,024
5.
Gunsmoke
13,944
6.
$64,000 Question
12,574
7.
G. E. Theatre
12,372
8.
Playhouse 90
12,211
9.
Jock Benny Show
12,211
10.
Alfred Hitchcock Presents
12,171
AVERAGE AUDIENCE (HOMES-000) (t)
i .
/ Love Lucy
14,105
L.
Gunsmoke
13,259
1
j.
December Bride
12. y 1 1
4.
$64,000 Question
11,526
5.
Ed Sullivan Show
11,365
6.
Alfred Hitchcock Presents
i.
G. E. Theatre
1 0 Q? 1
8.
1 ve Got a Secret
1 fl Q9 1
9.
Jack Benny Show
i n 88 1
10.
Perry Como Show
1 n 7^n
TOTAL AUDIENCE (%)*
1 .
/ Love Lucy
38.7
2
Ed Sullivan Show
38.6
J.
Gunsmoke
JO.Z
4.
Perry Como Show
36.1
5.
December Bride
35.8
D.
$64,000 Question
1^ Ci
il.yj
7.
Alfred Hitchcock Presents
3 1 0
8.
Playhouse 90
T, 1 8
9.
G. E. Theatre
T. 1 7
10.
Red Skelton Show
T, 1 7
AVERAGE AUDIENCE (%)*
Rank
Rating
1.
/ Love Lucy
35.9
2.
Gunsmoke
34.4
3.
December Bride
33.1
4.
$64,000 Question
29.4
5.
Alfred Hitchcock Presents
29.1
6.
Ed Sullivan Show
29.0
7.
G. E. Theatre
28.0
8.
I've Got a Secret
27.9
9.
Red Skelton Show
27.9
10.
Jack Benny Show
27.7
(t)
Homes reached by all or any pa
rt of the
program, except for homes viewing only
1 to 5 minutes.
(t)
Homes reached during the average min-
ute of the program.
*
Percented ralings are based on 1
v homes
within reach of station facilities
used by
each program.
Copyright 1957 by A. C. Nielsen Company
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B»T tv ratings roundup. Infor-
mation is in following order: program
name, network, number of stations, spon-
sors), agency(s), day and time.
Steve Allen (NBC-130): participating spon-
sors. Sun. 8-9 p.m.
Jack Benny Show (CBS-179): American
Tobacco Corp. (BBDO), Sun. 7:30-8 p.m.
Chevy Show (NBC-151): Chevrolet (C-E),
Sun. 9-10 p.m.
Perry Como (NBC-137): participating
sponsors. Sat. 8-9 p.m.
December Bride (CBS-185): General Foods
(B&B). Mon. 9:30-10 p.m.
G. E. Theatre (CBS-152) : General Electric
(BBDO), Sun. 9-9:30 p.m.
Gunsmoke (CBS-162): Liggett & Myers
(D-F-S) alternating with Remington
Rand (Y&R), Sat. 10-10:30 p.m.
Alfred Hitchcock Presents (CBS-138):
Bristol-Myers (Y&R), Sun. 9:30-10 p.m.
I Love Lucy (CBS-162): General Foods
Corp. (Y&R) alternating with Procter &
Gamble (Grey), Mon. 9-9:30 p.m.
I've Got A Secret (CBS-190): R. J. Rey-
nolds Tobacco Co. (Esty), Wed. 9:30-10
p.m.
Person to Person (CBS-various): East:
Amoco (179) (Jos. Katz Co.); Midwest:
Hamm brewing (32) (Campbell-Mithun)
alternating with Time Inc. (Y&R) (99),
Fri. 10:30-11 p.m.
Playhouse 90 (CBS-134): American Gas
Assn. (Lennen & Newell), Bristol-Myers
(BBDO), Philip Morris Co. (Burnett),
Thurs. 9:30-11 p.m.
$64,000 Challenge (CBS-117): P. Lorillard
(Y&R), Revlon (BBDO), Sun. 10-10:30
p.m.
$64,000 Question (CBS-178): Revlon
(BBDO). Tues. 10-10:30 p.m.
Red Skelton (CBS-109) : Pet Milk (Gard-
ner), S. C. Johnson & Son (F, C&B) al-
ternates, Tues. 9:30-10 p.m.
Ed Sullivan Show (CBS-174): Lincoln-
Mercury (K&E), Sun. 8-9 p.m.
This Is Your Life (NBC-142): Procter &
Gamble (B&B). Wed. 10-10:30 p.m.
Twenty-One (NBC-144) : Pharmaceuticals
Inc. (Ed Kletter), Mon. 9-9:30 p.m.
What's My Line? (CBS-104): Helene Cur-
tis (Earle Ludgin), Remington Rand
(Y&R), Sun. 10:30-11 p.m.
Your Hit Parade (NBC-176): American
Tobacco (BBDO), Warner-Lambert
(K&E), Sat. 10:30-11 p.m.
Radio Report for May 1-11, 1957
Top Radio Network Shows
Total In-Home Audience*
Program Homes (000)
Evening, once-a-week (average) (433)
1. Jack Benny 1,204
2. Our Miss Brooks 1,107
3. Cavalcade of Sports 867
4. Counter-spy 722
5. True Detective Mysteries 722
6. Telephone Hour 674
7. Mitch Miller (8:25 p.m.) 626
8. Mitch Miller (8:10 p.m.) 626
9. Monitor Sports 626
10. Monitor 626
Evening, multi-weekly (average) (626)
1. News of the World 1,252
2. Lowell Thomas 1,156
3. One Man's Family 1,107
Weekday (average) (963)
1. Young Dr. Malone (1st half) 1,830
2. Young Dr. Malone (2nd half) 1,733
3. Ma Perkins (2nd half) 1,685
4. Helen Trent (1st half) 1,637
5. Our Gal Sunday 1,637
6. Ma Perkins (1st half) 1,637
7. Backstage W ife (2nd half) 1,637
8. A. Godfrey 1,589
9. Helen Trent (2nd half) 1,589
10. Second Mrs. Burton 1,589
Day, Sunday (average) (385)
1. Woolworth Hour 1,445
2. Robert Trout-News 963
3. Johnny Dollar 867
Day, Saturday (average) (578)
1. Sports 1,059
2. Allan Jackson-News 1,059
3. You Bet Your Life 1,059
* Homes reached during all or any part of the
program, except for homes listening only 1
to 5 minutes. For a program of less than
15-minute duration, homes listening 1 min-
ute or more are included.
NOTE: Number of homes is based on 48,150,-
000, the estimated July 1, 1957, total United
States radio homes.
Copyright 1957 by A. C. Nielsen Company
BACKGROUND: The following programs,
in alphabetical order, appear in this
week's B»T radio ratings roundup. In-
formation is in following order: pro-
gram name, network, number of sta-
tions, sponsor, agency, day and time.
Backstage Wife (CBS-195): Colgate (Ted
Bates). Mon. -Fri. 12:15-12:30 p.m.
Jack Benny (CBS-200) sustaining 7y2 min-
ute segment by Cowles (M-E), Sun. 7-
7:30 p.m.
Caualcade of Sports (NBC-186) : Gillette
(Maxon), 10 p.m. — conclusion.
Counter-Spy (MBS - 496) : participating
sponsors, Fri. 8-8:25 p.m.
Arthur Godfrey (CBS-197): Scott (JWT)
and other participating sponsors, Mon.-
Fri. 10-11:30 a.m.
Helen Trent (CBS-193): Lever Bros (K&E),
Scott (JWT) and ether participating
sponsors, Mon. -Fri. 12:30-12:45 p.m.
Allan Jackson (CBS-178): General Motors
(C-E), Sat. 1 p.m.
Johnny Dollar (CBS-201): P. Lorillard
(Y&R), Sun. 5:30 p.m.
Ma Perkins (CBS-198) : Lever Bros. (K&E).
Scott (JWT) and co-op. Mon. -Fri. 1:15-
1:30 p.m.
Mitch Miller (CBS-202): participating
sponsors, Sun. 8:05-8:45 p.m.
Monitor (NBC-186): participating sponsors,
NBC weekend service.
News of the World (NBC-186): Coldene
(JWT), Carter Products (Ted Bates),
Mon. -Fri. 7:30-7:45 p.m.
One Man's Family (NBC-186): participating
sponsors, Mon. -Fri. 7:45-8 p.m.
Our Gal Sunday (CBS-194): participating
sponsors, Mon. -Fri. 12:45-1 p.m.
Our Miss Brooks (CBS-190): P. Lorillard
(Y&R) and co-op, Sun. 7:30-8 p.m.
Second Mrs. Burton (CBS-197): Colgate
(Lennen & Newell) and co-op., Mon.-
Fri. 2:15-2:30 p.m.
Saturday Sports (CBS-157): Simonize
(Y&R) Sat. 12:55-1 p.m.
Telephone Hour (NBC-186): Bell Tele-
phone (N. W. Ayer), Mon. 9-9:30 p.m.
Lowell Thomas (CBS-199): Delco-General
Motors (C-E), Mon. -Fri. 6:45 p.m.
Robert Trout (CBS-193): General Motors
(C-E), Sun. 5 p.m.
True Detective Mysteries (MBS-496): par-
ticipating sponsors. Men. 8-8:25 p.m.
Woolworth Hour (CBS-198) : Woolworth
(Lynn Baker), Sun. 1-2 p.m.
You Bet Your Life (NBC-187): DeSoto
(BBDO), Sat. 12:30-1 p.m.
Young Dr. Malone (CBS-190) : Scott (JWT),
Lever Bros. (K&E) and co-op, Mon.-
Fri. 1:30-1:45 p.m.
Page 40 • June 24, 1957
Broadcasting • Telecasting
WDAY-TV DELIVERS
520% MORE FARGO-MOORHEAD HOMES
THAN STATION "B
WDAY-TV
-TV
June 1956
7-City Area ARB*
12:00 - 5:00 P.M.
403% MORE
5:00 - 6:00 P.M.
468% MORE
6:00 - 10:00 P.M.
118% MORE
10:00 P.M. - Sign-Off
400% MORE
"'Xorth Dakota — Valley City, Wahpeton, Hillsboro, Fargo.
Minnesota — Breckenridge, Fergus Falls, Moorhead.
That's right! — December, 1956, ARB
figures for Fargo-Moorhead credit \^ DA\ -
TV with an average of 520% more homes
than Station "B'\ for all time periods!
WDAY-TV gets-
760% More— 12 Noon to 5:00 P.M.!
872% More— 5:00 P.M. to 6:00 P.M.!
181 % More— 6:00 P.M. to 10:00 P.M.!
270% More— 10:00 P.M. to Sign-Off!
That's just the Fargo-Moorhead picture.
June. 1956 ARB figures I left i prove that
WTXAi-TY is almost as popular in five
other Red River \ alley cities — each
between 40 and 60 miles away!
Your Peters, Griffin, Woodward Colonel
has all the facts.
P. S. Average ARB Rating, 6:00-10:30
P.M., WDAY-TV — 43.6. Station "B"—11.9.
WDAY-TV
FARGO, N. D. • CHANNEL 6
Affiliated with NBC • ABC
PETERS, GRIFFIN, WOODWARD, INC.
Exclusive National Representatives
Broadcasting • Telecasting
June 24. 1957 • Page 41
ADVERTISERS & AGENCIES continued
Stations May Check Ads
With Toilet Goods Assn.
"IF you have doubts about any cosmetics
or toilet goods advertising offered your
station, submit it to our Bureau of Stand-
ards and we'll be glad to review it for
you," Stephen L. Mayham, executive vice
president, Toilet Goods Assn., advised radio
and tv station management.
Interviewed in Los Angeles, where he
addressed the Los Angeles Advertising Club
on Tuesday, Mr. Mayham predicted that
the Federal Trade Commission, which is
keeping a watchful eye on copy, especially
tv commercials, looking for exaggerated
claims for advertised products, is almost
certain to file more actions against adver-
tisers in the months to come.
"The man-in-the-white-coat complaint is
just the beginning," he said, referring to
the FTC complaint against American Chicle
Co. for its Rolaids tv commercials [B»T.
May 20].
Competition among cosmetic advertisers,
not only for the right kind of advertising
copy to sell their products but also for
the right tv time (a scarce commodity
with not enough to go around), and for
the right tv programming to provide an
audience for their commercials (also hard
to obtain), plus the high cost of tv adver-
tising, have forced the manufacturers of
beauty products and their agencies to do
everything possible to see that their adver-
tising actually sells their products, Mr.
Mayham said. With conditions like these,
a certain amount of exaggeration is in-
evitable, he commented. And some of it
is likely to get beyond the permissible
bounds of enthusiastic salesmanship and
into the area of misleading promises and
false claims.
"There's nothing particularly wrong when
the manufacturer of a skin cream that will
remove roughness from hands and make
them smooth claims that his skin cream
does the job better than any other," Mr.
Mayham said. "But when he claims that
it will remove furrows put into a brow by
years of frowning, then he's heading for
trouble."
The major networks and the leading
women's magazines are already asking the
TGA Bureau of Standards to review ques-
tionable copy and advise them whether or
not to run it, Mr. Mayham said. But he
stated that very few individual radio and
tv stations have availed themselves of this
service. If they ever want such help, they
can get it by sending a copy of the question-
able commercial to the Bureau at TGA
headquarters, 1270 Sixth Ave., New York
20, he said.
The relil danger from excessive advertis-
ing claims is not FTC action, serious as
that might be, Mr. Mayham said. "The real
danger," he declared, "is that the Ameri-
can woman might lose her faith in advertis-
ing; not just in the ads of the company
whose products disappointed her, not just
in cosmetic advertising, bad as that would
be for our industry. No, when she's misled
by one advertiser the danger is that she'll
CREATIVE SPLASH
WHEN the 16-man creative staff of
Charles Bowes Advertising Inc., Los
Angeles, met for the firm's first an-
nual Creative Clinic at the Sheraton-
Town House in that city a swimming
pool served as their meeting room and
shirtsleeves and swim-trunks replaced
business suits as apparel. How did
the poolside palaver go over? "We
couldn't have asked for more," re-
ports the agency president, Chuck
Bowes^ "This was our first time out,
but I'd recommend the practice to
••'■other agenciel."
lose her faith in all advertising and if that
ever should happen our whole American
economy would be threatened."
Edsel Signs For Spectacular
On CBS-TV Early in Fall
COMPLETION of negotiations for presenta-
tion of the first Edsel car spectacular on
CBS-TV early this fall was announced
Thursday by Foote, Cone & Belding, agency
for the Ford Motor Co.'s Edsel Div. account.
Edsel will air its introductory program in
the time slot held by The Ed Sullivan
Show sometime in September or October,
according to John B. Simpson, vice president
in charge of radio-tv for F C & B, keeping
the show in the same sponsor family. Mr.
Sullivan is sponsored by Lincoln-Mercury
dealers, who handle those Ford Motor Co.
products.
While no emcee has been selected as yet,
the Edsel show will be produced and staged
"entirely separate" from the Sullivan opera-
tion, and probably have a variety format
with top stars in featured roles, Mr. Simpson
adds. Mr. Sullivan reported that Lincoln-
Mercury dealers agreed to relinquish the
8-9 p.m. spot so Ford could present its new
Edsel "under the most auspicious circum-
stances and in one of the most popular tele-
vision time periods available."
No decision has been made yet by Edsel
on whether the spectacular will be followed
by other one-time programs or a regular
series, or on the extent of possible spot
radio or tv support. Agreement with CBS-TV
materialized after negotiations fell through
on simultaneous dual network exposure for
the spectacular involving clearances with
NBC-TV.
Frozen Food Firm Turns to Tv
With $100,000 Spot Budget
LATEST ADVERTISER to go "practically
all-out" for television is Silver Skillet Brands
Inc., Skokie, 111., which recently switched
from Rutledge & Lilienfeld Inc., Chicago,
to Mohr Assoc., New York.
Starting July 1, Silver Skillet, which
cjarni£ to be the first frozen food manu-
facturer to have found the way to freeze
and sell , "ready cooked . . . ready sliced"
delicatessen-style corned beef, will introduce
that item on WABD (TV) New York. In
September it will take corned beef to Chi-
cago and between July and September in-
tends to spend $100,000 in advertising —
90% in tv. It hopes to have opened another
five markets by the end of the year.
The one-minute spots were filmed by
Biograph Studios, New York.
NETWORK BUSINESS
Borden Co., N. Y., and American Home
Products Corp., N. Y., have renewed as al-
ternate sponsors of NBC-TV's comedy series
The People's Choice for the 1957-58 season.
Agency: Young & Rubicam, N. Y.
Dr. Ross Pet Foods, Hollywood, announces
purchase of quarter-hour commentary, Dan
Smoots Reports (Sun., 9:15-9:30 p.m.),
on full Don Lee Broadcasting System and
Arizona affiliated radio stations.
SPOT BUSINESS
Bymart-Tintair Inc., New York, for Tintair
hair coloring and Color Rinse launching
52-week tv spot campaign in at least 10
metropolitan markets next month and there-
after. Agency: Product Services Inc., N. Y.
HOW PEOPLE SPEND THEIR TIME
THERE WERE 122,818,000 people in the U. S. over 12 years of age during the
week, June 9-15. This is how they spent their time:*
62.4% (76,638,000) spent 1,564.7
56.1% (68,901,000) spent 1,061.1
80.5% (98,868,000) spent 380.6
29.1% (35,745,000) spent 170.9
24.5% (30,090,000) spent 351.0
40.8% (50,055,000) spent 207.7
million hours watching television
million hours listening to radio
million hours reading newspapers
million hours reading magazines
million hours watching movies on Tvf
million hours attending Movrns
These totals, compiled by Sindlinger & Co., analysts, Ridley Park, Pa., and pub-
lished exclusively by B«T each week, are based on a 48-state, random dispersion
sample of 7,000 interviews (1,000 each day). Sindlinger's monthly "activity" report,
from which these weekly figures are drawn, furnishes comprehensive breakdowns of
these and numerous other categories, and shows the duplicated and unduplicated audi-
ence between each specific medium. Copyright 1957 Sindlinger & Co.
t [For the week of June 9-15, figures in the category "Watching Movies on Tv" were up
32.7% over the preceding week. Sindlinger credits this upswing to the heat wave, which kept
people up late at night. This is verified by the fact that nearly all of the increase was noted
after 11 p.m. on the late shows.]
• All figures are average daily tabulations for the week with exception of the "attending
movies" category which is a cumulative total for the week. Sindlinger tabulations are avail-
able within 2-7 days of the interviewing week.
Page 42
June 24, 1957
Broadcasting
Telecasting
PO-9 provides instant adjustment and soundless
mobility for dolly shots, with Power Driven up and down
camera movement. This new concept, Model PD-9,
allows the cameraman to devote maximum attention
to his subject without removing his hands from
the camera controls. Available in two models-PD-9C
for color and P0-9M for monochrome.
ALL NEW
MOTOR
DRIVE
TV
PEDESTAL
The Houston Fearless Line of TV and Motion Picture Studio
Equipment Also Includes This Variety of Products:
Standard Television Pedestals— Used in most of the leading television
stations throughout the country. Three different versions available.
Panoram Dolly— For complete camera mobility, smooth pan effects, angle
shots, running shots, tilts, dolly shots and countless special effects.
All-Metal Adjustable Tripod — Ideal for use with 35mm
cameras in the studio or field.
Tripod Dolly— Designed to provide convenient mobility for
tripod-mounted television and motion picture cameras.
Cradle Heads— Perfect balance and remarkable ease of horizontal
and vertical panning for monochrome and color television cameras.
Remote Control Units— For Mounting TV cameras in
inaccessible places and operating them completely from
a small portable camera control.
Remote Control Microwave Parabola — Easy control of
the direction or degree of azimuth and tilt from the television
transmitter room at distances of over 1500 feet.
For complete information regarding model PD-9 and any or
all of the Houston Fearless TV and Motion Picture
Equipment, send in the attached coupon.
HOUSTON FEARLESS Dept. oo
j Name
11801 W. Olympic Blvd. Los Angeles 64, Calif.
! Company —
Please send me complete information on-.
□ PD-9 TV Pedestal □ Cradle Heads
i Position
□ Standard Pedestals □ Remote Contro1 Units
□ Remote Control
□ Panoram Dolly Microwave Parabola
| Address
□ All-Metal Tripod □ Tripod Dolly
City
7nnp StatP
Broadcasting
Telecasting
June 24, 1957 • Page 43
ADVERTISERS & AGENCIES
TV NETWORK BUYS AND BUYERS
THOUGH the top 10 network tv ad-
vertisers in April didn't change much
in a year's time, according to compu-
tations based on Publishers Informa-
tion Bureau data, the leading network
advertisers of respective product
groups did. , ■.
Early results are hardly conclusive.
But PIB reports recently have shown \
a consistent makeup of the top 10 /
with radical shifts at a minimum. On !
the other hand, the April comparison
finds interesting changes in smaller
product group leaders and in spend-
ing habits. (In April, network tv ad-
vertisers spent 5.7% more at gross
rates than they did that month a year
ago.)
In soaps, Procter & Gamble led
with more than $3.6 million, a $500,-
000 margin above its April mark in
that product group a year ago. (As.
the top 10's leader, P&G was $700,-
000 ahead of its monthly gross outlay
of last April.)
In toiletries, a $7.5 million-plus
item in April, Gillette was the leader
with more than $1 million, replacing
the April 1956 leader, Colgate-Palm-
^gjive. Nevertheless, both are among
pAhfe top TO. General Foods led foods
' last April as it did in April '56. Chrys-
ler did: the .same in its category, even
though it spent slightly less last April.
But R. J. Reynolds, a repeat leader in
the smoking category, is spending
more, as is American Home Products,,
top advertiser in drugs and remedies.
Changing habits are more pro-
nounced as the smaller product groups
are analyzed. Examples: Best Foods
(Shiriola shoe polish, etc.) replaced
Knomark Mfg. in the apparel-foot-
Wear category, spending at more than
twice the Knomark pace of a year ago
in doing so; Hallmark Cards moved
into the stationery slot spending more5
TOP TEN ON TV NETWORKS
APRIL 1957
1.
PROCTER & GAMBLE $4,156,427
2.
COLGATE-PALMOLIVE
1,557,601
3.
GENERAL FOODS
1,450,305
4.
CHRYSLER
1,449,660
5.
AMERICAN HOME
PRODS.
1,428,686
6.
GILLETTE
1,068,323
.7.
R. J. REYNOLDS
TOBACCO
1,038,177
8.
LEVER BROS.
1,025,376
9.
FORD
968,020
10.
GENERAL. MOTORS
921,795
than $50,000 above the mark of Par-
ker Pen, last year's April leader; Time
Inc. spent more than three times its
April total in 1956 and maintained
leadership among the publishers in
that category, yet RCA spent less
(about $40,000) and still led the ra-
dio-tv product group.
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING APRIL '57
LEADING ADVERTISERS IN RESPECTIVE
AND JANUARY-APRIL '57 AS COMPARED TO 1956
GROUPS DURING APRIL 1957
April '57
Jan. -Apr. '57
April '56
Jan. -Apr. '56
AGRICULTURE & FARMING $
$ $
48 8fH
j> i y j o 1
APPAREL, FOOTWEAR & ACCESS.
367,350
1,332,975
258,450
BEST FOODS $
116,912
AUTOMOTIVE, AUTO EQUIP. & ACCESS.
3.928,909
16,698,146
S 1 df, 7S1
CHRYSLER
1,449,660
BEER, WINE & LIQUOR
598,479
2,374,663
1 nil i q/;
JOSEPH SCHLITZ BREWING 21 9,1 98
BUILDING MATERIALS, EQUIP. & FIXTURES 645,804
1,726,215
463,554
. 1,162,374
DU PONT DE NEMOURS
. 112,176
CONFECTIONERY & SOFT DRINKS
425,901
2,356,423
819.540
3,542,375
SWEETS CO. OF AMERICA
185,722
CONSUMER SERVICES
250,283
1,515,834
245,829
422,575
AT&T
138,629
DRUGS & REMEDIES
3,557,901
15,522,917
3,029,609
12,417,852
AMERICAN HOME PRODS.
1,182,699
FOOD & FOOD PRODUCTS
8,335,375
34,238,578
7,020,922
29,119,833
GENERAL FOODS
1,450,305
GASOLINE, LUBRICANTS & OTHER FUELS
240,126
986,013
344,784
1,490,886
GULF OIL
191,316
HORTICULTURE
25,487
77,207
44,316
44,316
STERN'S NURSERIES
25,487
HOUSEHOLD EQUIPMENT & SUPPLIES
1,771,626
6,861,165
2,657,826
10,171,224
WESTINGHOUSE ELECTRIC
442,425
HOUSEHOLD FURNISHINGS
402,084
1,088,837
334.700
1.044,792
ARMSTRONG CORK
268,995
INDUSTRIAL MATERIALS
1,020,358
4,824,934
865,398
3.230,258
REYNOLDS METALS
215,760
INSURANCE
617,695
2,207,992
393,090
1,491,461
JOHN HANCOCK MUTUAL
160,696
JEWELRY, OPTICAL GOODS & CAMERAS
442,987
2,504,231
449.996
1,606,145
EASTMAN KODAK
168,546
OFFICE EQUIPMENT, STATIONERY &
WRITING SUPPLIES
311,548
1,059,340
259,064
1.378,327
HALLMARK CARDS
144.083
POLITICAL
5,295
5,295
PUBLISHING & MEDIA
179,105
996,931
81,375
339,569
TIME INC.
173,352
RADIOS, TV SETS, PHONOGRAPHS,
MUSICAL INSTRUMENTS & ACCESS.
251,465
1,315,087
676,233
2,861,270
RCA
182,120
SMOKING MATERIALS
3,810,256
14,512,517
3,419,464
14,420,371
R. J. REYNOLDS TOBACCO 1,038.177
SOAPS, CLEANSERS & POLISHES
5,824,755
22,016,072
5,036.507
19,306,269
PROCTER & GAMBLE
3,670,786
SPORTING GOODS & TOYS
118,535
218,805
85,051
189,940
OUTBOARD MARINE
87,328
TOILETRIES & TOILET GOODS
7,566,923
31,392,019
6,359,115
25,565,649
GILLETTE
1,068,323
TRAVEL, HOTELS & RESORTS
141,128
437,589
42,210
187,530
GREYHOUND
141,128
MISCELLANEOUS
372,833
1,482,621
324,362
1,102,290
QUAKER OATS
100,810
TOTALS
41,206,913
167,747,111
38,964.728
115,642,508
Source: Publishers Information Bureau
y<y . :^:::v;^;0:;::::::;:':o:::''v:::::::::-^
mmiymyMi
1
II
I
I
I
Page 44
June 24, 1957
Broadcasting • Telecasting
KLZ-TV dominate
KLZ-TV
station manager, looking over
the undisputed leadership
of Channel 7 in the latest (May)
ARB Denver ratings.
shows in the
top 50 than for all three other
Denver TV stations combined.
(KLZ has 27; Station B. 13;
Station C. 10; Station D, 0.)
non-network
shows in the top 15 non-network
than for all others combined
(12 out of 15).
: share of audience
sign-on to sign-off, seven days
a week, of all Denver TV
stations.
* Highest rated network
show in Denver.
* Highest rated local TV
show in Denver.
* Highest rated news —
weather — sporfs shows.
* Highest rated local news
shows — morning,
afternoon and night.
Capitalize on the
overwhelming dominance of
KLZ-TV. .Sell to Denver's
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Represented by the KATZ Agency
Broadcasting
Telecasting
June 24. 1957 • Page 45
THE
BIG
PUSH
This summer America's consumers will
fill their shopping baskets fuller than any
summer in their history. And they will fill
them with the products they know best —
the brands they see on television.
Last summer they spent nearly 10 per cent
more than they did the previous winter —
7 per cent more for food; 12 per cent more
for household appliances; 15 per cent more
in department stores and nearly 8 per cent
more on installment purchases.
For the television advertiser, each summer
becomes more inviting than the last.
Each summer the average family spends
more time watching television.
Each day 8,000 new families join the vast
television audience, and by July the number
of television homes in the country will
total 40,300,000 - nearly 3Y2 million more
than last July.
And each summer CBS Television brings
to its advertisers bigger audiences than
the summer before and larger than any
other network.
CBS Television advertisers are better
prepared for the big summer sales push
than ever — in fact, this summer 14 per cent
more of our winter advertisers will be on
the air than a year ago.
These are compelling facts for an advertiser
who is debating when or where to launch
his new advertising campaign.
Clearly the time to start is now; the place . . .
CBS TELEVISION
ADVERTISERS & AGENCIES continued
TRADE ASSNS.
AGENCY APPOINTMENTS
Popular Merchandise Co., Passaic, N. J.
(Popular Club Plan), appoints Marschalk &
Pratt, N. Y.
Beatrice Foods Co., Chicago, appoints Cun-
ningham & Walsh, same city, to handle ad-
vertising for entire dairy division.
Midwestern Instruments Inc., Tulsa, an-
nounces appointment of Gourfain-Cobb &
Assoc., Chicago, as agency for its Magne-
cord division.
Altec Lansing Corp., Anaheim, Calif., ap-
points Stromberger, LaVene, McKenzie,
L. A.
Alemite Corp., N. Y., appoints Fred Gard-
ner Co., same city.
Trylon Products Co., Chicago, appoints
Don Kemper Co.. Dayton, Ohio, as agency
for two cosmetic products: Bathe 'n' Glow
oil and Trylon bubble bath.
Pan American World Airways, N. Y., ap-
points Kudner Agency for its Clipper Cargo
advertising.
Ronson Corp., Newark, N. J., a $2.5 mil-
lion advertiser in tv appoints Grey Adv., to
handle its Ronson Shaver division, while
Norman, Craig & Kummel will continue
to handle Ronson Lighters.
Speedwriting Secretarial School of New
England appoints Charles F. Hutchinson
Inc., Boston.
Diaper Service Institute of America, Phila-
delphia, and National Institute of Diaper
Services, New York, appoint Gray & Rog-
ers, Philadelphia.
Kirlen Products, Kansas City, appoints Lit-
man-Stevens & Margolin Inc., same city, for
Green Dot plant tonic, Green Dot liquid
fertilizer and Green Dot Crab Grass killer.
Occidental Life Insurance Co., L. A., ap-
points Stromberger, Lavene, McKenzie,
same city.
Bronson Reel Co. (fishing equipment), Bron-
son, Mich., appoints MacManus, John &
A. dams, Bloomfield Hills.
William S. Scull Co., Camden, appoints
Tracy-Locke Co., Dallas.
Surf Inc., Nantasket Beach, Mass., appoints
Beauvais, Wenning & Zitso Inc., Lexington,
Mass.
Glaser, Crandell Co. (Everbest preserves,
pickles and Derby sauces), Chicago, ap-
points Donahue & Coe Inc.
Michigan Racing Assn. appoints Powell Adv.
Inc., Detroit.
American Geloso Electronics Inc., N. Y.,
appoints Burton Browne, same city.
Lutheran Brotherhood (fraternal life insur-
sance society), Minneapolis, appoints Bruce
B. Brewer & Co., same city.
Page 48 • June 24. 1957
PAY TV EMERGES AS STAR TOPIC
AT NARTB DIRECTORS' MEETINGS
• Boards chart survey of pay tv impact on stations
• Proposals for radio-tv circulation counts reviewed
• Directors hear blistering Celler attack before FCBA
DIRECTORS of NARTB, representing both
radio and tv, dug deep into basic broadcast
problems last week, searching for ways to
chart the industry's future.
Their three days of meetings took a close
look into these questions:
• What will paid tv programming, wired
and/ or broadcast, do to the living habits of
the nation's homes?
• And to the value of tv and radio sta-
tion properties?
The directors took two steps to meet
these problems:
• Ordered before-and-after studies of
home habits in Bartlesville, Okla., where
wired tv programming is slated to start in
August, and
• Called on the membership "to launch
an all-out campaign" to inform the public
about the possible effects of pay-tv.
The meeting minutes won't reflect some
of the most important discussions held dur-
ing the three days because they took place
in hotel rooms, and dining spots where di-
rectors matched experiences. They specu-
lated on what's going to happen in the
sphere of communications and wondered if
they actually have property rights in their
own signals.
It was obvious these 40-odd broadcasters
were deeply concerned about paid services.
They were especially interested in the ap-
parent immunity of wired services to any
sort of federal regulation. They spoke of
suggestions that wired programming might
mushroom into a multi-billion-dollar me-
dium that could start a fierce competitive
race for the eyes and ears of America.
It was obvious, too, that many broadcast-
ers are ready to join the wired service move-
ment, should it start gathering momentum.
To meet the demand for new and more
definite information on the circulation of
tv and radio stations, the separate boards
decided to submit a video circulation-audit
project to the NARTB regional meetings.
Finally, the NARTB directors took a sol-
emn look at the goings-on in Congress, Dept.
of Justice, FCC and federal courts, noting
that investigations and pressures are at an
all-time peak. Most of them agreed, indi-
vidually, they had never seen anything like
it in the history of broadcasting.
The directors had a sample of what hap-
pens around Washington when they heard
Rep. Emanuel Celler (D-N. Y.), chairman
of the House Judiciary Committee, subject
the FCC to what many considered the most
brutal whipping within recollection. Broad-
casters came in for their share of chastise-
ment when Chairman Celler, head of the
antitrust subcommittee that recently called
for correction of many industry practices
[B«T, June 10], announced he had intro-
duced a bill to bring business services, in-
cluding broadcasting, under provisions of
antitrust laws controlling the sale of com-
modities.
Scene of the Congressional blast was the
Federal Communications Bar Assn. Thurs-
day luncheon. Two FCC members — Comrs.
Rosel H. Hyde and John C. Doerfer — -sat
through the speech and heard Chairman
Celler ad lib a warning that he would "tol-
erate no nonsense" from the Commission.
His sharp remarks covered spectrum space,
hearing practices, alleged FCC footsie-play-
ing with the industry, network discount
practices, monopolizing of broadcast pro-
gram fare and concentration of network
power.
After three days of this, the directors
left for their homes Friday afternoon, and
NARTB's headquarters staff prepared to
carry out a sheaf of directives from the
separate and combined boards.
RADIO-TV CIRCULATION PLANS
GO BEFORE NARTB BOARDS
BUYERS of television and radio time will
have the benefit of audited information on
set circulation and tune-in for both media,
if NARTB's circulation projects are carried
out. Circulation plans were moved along
last week by the association's separate Tv
and Radio Boards.
The Tv Board decided to submit a video
audit plan to the eight NARTB regional
meetings this autumn [B«T, June 17]. In-
dustry reaction will be analyzed before the
Tv Board decides what to do next. The
Radio Board accepted a report covering a
proposal to study radio circulation and
survey methods. The goal is development
of a method that will show timebuyers the
"real over-all dimensions of radio."
Both Tv and Radio Boards approved a
fact-finding study of the upcoming wired
pay-tv project in Bartlesville, Okla. (story,
page 50). The joint boards endorsed the
Potter resolution (SJ Res- 106) calling for
a three-man committee investigation of gov-
ernment use of spectrum space (see story,
page 62).
The tv circulation project is based on a
plan developed by an NARTB circulation
subcommittee. Hugh M. Beville, NBC vice
president, reviewed the formula, developed
after several years of study, as subcommit-
tee chairman. The formula is based on a
telephone interview technique that will show
average daily and weekly circulation, along
with tv set ownership. Both will be shown
on a county-by-county basis.
This method, the tv directors were told,
"produces acceptable circulation percentages
Broadcasting
Telecasting
"but why should I
have to sell my
representative, too?"
Good question! Yet this station manager —
with a well-established TV outlet in a good
market— faces a problem confronting more
and more television operators today.
Competition for the TV advertising dollar
is understandable. It demands hard selling.
But competition to get a fair share of your
representative's attention . . competition with
a host of other stations on his list., simply
doesn't make sense.
You shouldn't have to sell your representa-
tive on performing his job fully. And with
specialized representation, you don't.
There's no routine, no "production line"
formula when you're one of the quality sta-
tions on Harrington, Righter and Parsons'
limited list. Your representation is tailored
to your station's distinctive merits by people
who specialize only in the television medium.
Caliber TV stations like those below don't
want to be one of the pack. With us, they
never are!
HARRINGTON,
RIGHTER
& PARSONS, Inc.
television — the only medium we serve
WCDA-B-C Albany WAAM Baltimore WABT Birmingham
WBEN-TV Buffalo WJRT Flint WFMY-TV Greensboro /Winston-Salem
WTPA Harrisburg W TIC-TV Hartford WDAF-TV Kansas City
WHAS-TV Louisville WTMJ-TV Milwaukee WMTW Mt. Washington
WRVA-TV Richmond WSYR-TV s* ■racuse
Broadcasting • Telecasting
June 24. 1957 • Pace 49
TRADE ASSNS. continued
on an average day and average week basis
for telephone homes in all cases where
there is no problem of non-response." At
present, it was explained, there is not enough
evidence to show the effect of non-response.
The problem will be studied further in a
pilot study, should the Tv Board endorse
the project following the autumn regional
meetings. These meetings will be open to
both member and non-member broadcast
stations.
The full Audit Circulation Committee
recommended that NARTB continue to sup-
port inclusion of television penetration ques-
tions in current population and business
surveys planned by the U. S. Census Bureau.
Campbell Arnoux, WTAR-TV Norfolk, Va.,
is chairman of the audit tv group. E. K.
Hartenbower, KCMO Kansas City, repre-
sented the Radio Research Committee.
Both the Tv Board, which met Wednes-
day, and the Radio Board, which met Thurs-
day, endorsed a plan to name an eight-man
ad hoc committee to study the organization
of NARTB conventions following the 1958
industry meeting in Los Angeles. The radio
directors went a step further by recommend-
ing that the committee review the program-
ming and organization details of regional
meetings following the 1957 sessions.
The Tv Board commended a report of the
Tv Code Review Board, reviewing monitor-
ing activities (story, page 55). It went over
plans for National Television Week, Sept.
8-14.
At the Thursday Radio Board meeting, A.
Prose Walker, NARTB engineering man-
ager, reviewed progress of efforts to obtain
FCC permission to extend remote trans-
mitter privileges to all radio stations. George
C. Hatch, KALL Salt Lake City, reported
as chairman of the Radio Transmission
Tariff Committee on the impact of technical
and economical changes in the reappraisal
of AT&T line charges.
Worth Kramer, WJR Detroit, demon-
strated oral identifications proposed for use
by stations subscribing to the Standards of
Good Radio Practice. He is chairman of a
committee that will review both aural and
visual identification symbols for the winter
board meeting. Charles H. Tower, NARTB
manager of employer-employe relations, dis-
cussed the proposal to exempt about 2,000
small market stations from provisions of the
Wage-Hour law.
John E. Fetzer, WKZO-AM-TV Kalama-
zoo, Mich., presided as chairman of the Tv
Board. Tv directors attending the meeting
were: W. D. Rogers Jr., KDUB-TV Lubbock,
Tex.; Jos. E. Baudino, Westinghouse Broad-
casting Co.; Payson Hall, Meredith Stations;
C. Howard Lane, KOIN-TV Portland, Ore.;
James D. Russell, KKTV (TV) Colorado
Springs, Colo.; Harold P. See, KRON-TV
San Francisco; J. J. Bernard, KTVI (TV)
St. Louis; Henry B. Clay, KTHV (TV) Lit-
tle Rock, Ark.; C. Wrede Petersmeyer,
KOTV (TV) Tulsa, Okla.; Willard E. Wal-
bridge, KTRK-TV Houston; Alfred Beck-
man, ABC-TV; William B. Lodge, CBS-TV;
Frank M. Russell, NBC-TV.
Merrill Lindsay, WSOY-FM Decatur, 111.,
newly elected chairman, presided at the
Radio Board meeting Friday. Board mem-
FIRST meeting of newly constituted
NARTB Tv Code Review Board was
held Monday in Washington, with all
five members attending. Taking part
were (seated, 1 to r), Mrs. Hugh Mc-
Clung, KHSL-TV Chico, Calif.; Wil-
liam B. Quarton, WMT-TV Cedar
Rapids, Iowa, chairman; Richard A.
Borel, WBNS-TV Columbus, Ohio.
Standing, Donald H. McGannon.
Westinghouse Broadcasting Co. and
Roger W. Clipp, Triangle Stations.
bers attending were: Daniel W. Kops,
WAVZ New Haven, Conn.; Simon Goldman,
WJTN Jamestown, N. Y.; James H. Moore,
WSLS Roanoke, Va.; Hugh M. Smith,
WCOV Montgomery, Ala.; F. C. Sowell,
WLAC Nashville, Tenn.; Robert T. Mason,
WMRN Marion, Ohio; Edward F. Baughn,
WPAG Ann Arbor, Mich.; William Holm,
WLOP La Salle, III; Raymond V. Eppel.
KORN Mitchell, S. D.; Robert L. Pratt,
KGGF Coffeyville, Kan.; Alex Keese,
WFAA Dallas; Mr. Hatch; J. G. Paltridge,
KROW Oakland, Calif.; Robert O. Reyn-
olds, KMPC Hollywood; Thomas C. Bostic,
KIMA Yakima, Wash.; John M. Outler,
WSB Atlanta; Harold Hough, WBAP Fort
Worth; Todd Storz, KOWH Omaha, Neb.;
J. Frank Jarman, WDNC Durham, N. C;
J. R. Livesay, WLBH Mattoon, 111.; William
C. Grove, KFBC Cheyenne, Wyo.; Ben
Strouse, WWDC-FM, Washington, D. C;
Robert Eastman, ABC-Radio; Arthur Hull
Hays, CBS-Radio; John B. Poor, MBS.
Representing NARTB at the Wednesday-
Thursday separate meetings as well as at the
combined board meeting Friday were Presi-
dent Harold E. Fellows; John F. Meagher,
radio vice president, and Thad H. Brown
Jr., tv vice president; Richard M. Allerton,
research manager; Vincent T. Wasilewski,
government relations manager; Messrs.
Tower and Walker; Robert L. Heald, chief
attorney; Donald N. Martin, public relations
assistant to the president; Dan W. Shields,
assistant to the tv vice president, and Thomas
B. Coulter, assistant to the radio vice presi-
dent, and Everett E. Revercomb, secretary-
treasurer.
NARTB STUDY OF PAY TV
ORDERED TO START SOON
PAID television service, poised to attempt a
break-through into free tv broadcasting in
Bartlesville, Okla., will make its bow this
summer under the scrutinizing observation
of professional research teams.
First to announce a fact-finding study of
the wired pay-tv project in Bartlesville is
NARTB. The association authorized an ex-
tensive before-and-after study, with the pre-
service research to get under way as quickly
as possible inasmuch as the wired program-
ming is slated to start in August.
NARTB's Tv Board spent a substantial
part of its Wednesday meeting exploring all
the angles of paid television. After the meet-
ing the board stated such systems "would
force the public to pay to see what they now
get free and have an especially bad effect
for those who can least afford it."
The board adopted a resolution calling on
association members to tell the public about
"detrimental consequences" that would
result if the FCC permits operation of pay-
tv in the video band.
Newest development in the paid-program-
ming situation is the association's research
project in Bartlesville. NARTB's announce-
ment merely said the board "authorized a
fact-finding study of the Bartlesville, Okla.,
wired pay television project which reportedly
will get under way late this summer."
It appeared at the weekend that the as-
sociation will work swiftly to get this major
project under way. First, it is expected a
private research firm, Crossley, S-D Surveys
Inc., will be retained to investigate the living
and viewing habits in 1,000 or possibly
1,500 homes prior to entrance of program-
ming service. A crash program would handle
these interviews in a week, it was thought.
The advance study would yield economic
data on each home in the city. The data
would show breakdowns of the families' way
of daily living prior to the start of wired tv
programming service.
After the wired service has been in opera-
tion long enough to justify a study of
audience reaction to paid programming,
comparative data will be obtained for a
substantial segment of homes, possibly as
many as 300. Selection of an original sample
of, say, 1,500 homes out of the 7,800 in the
city, it is thought, would yield at least 300
subscriber homes for the follow-up check.
Thus the survey is expected to show how
families feel about free and paid tv service,
and what they think about the proposed
$9.50 monthly charge for wired program-
ming.
Bartlesville is a high-income market
(around $7,000 per family per year). Large
numbers of the residents of this oil-adminis-
tration city hold executive or technical posi-
tions with major oil companies. A U. of
Oklahoma survey indicates that the proposed
$9.50 monthly wired service fee is over three
times the amount spent on movies by the
average Bartlesville family. The wired serv-
ice is being installed by Video Independent
Theatres Co., owner of minority interest in
KWTV (TV) Oklahoma City, tv permittees
in Hot Springs, Ark., and Santa Fe, N. M.,
and operator of a chain of 230 movie houses
and drive-ins in the Southwest [B*T, June
10].
In urging NARTB's members to start an
"all-out campaign" to tell the public about
"what it stands to lose if pay tv were author-
ized in the free television bands," the
NARTB tv directors adopted a formal reso-
lution. This reaffirmed NARTB's opposition
"to proposals before the FCC which would
permit the proponents of pay tv to move in
Page 50 • June 24, 1957
Broadcasting • Telecasting
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TRADE ASSNS. continued
on the present free channels," it was ex-
plained.
John E. Fetzer, WKZO-TV Kalamazoo,
Mich., chairman of the Tv Board, said pay
tv "would disrupt the present excellent prog-
ress being made by television broadcasting
in bringing more and better free service to
the nation."
The board authorized NARTB President
Harold E. Fellows to name a three-man
committee to oppose toll television schemes.
He appointed three directors to the group —
S. Payson Hall. Meredith Publishing Co.
stations; C. Wrede Petersmeyer, KOTV (TV)
Tulsa. Okla., and W. D. Rogers Jr., KDUB-
TV Lubbock, Tex.
Text of the board's resolution follows:
" Resolved, that the Tv Board reaffirms its
opposition to the proposals made in FCC
Public Notice Docket No. 11279 relating
to the introduction of pay television into the
television broadcast band and further urges
all members to take every opportunity to
inform the public regarding the detrimental
consequences that would result from adop-
tion of these proposals."
Lindsay, Jarman Head
NARTB Radio Board
MERRILL LINDSAY, WSOY-AM-FM De-
catur. 111., was elected chairman of the
NARTB Radio Board at its Thursday meet-
ing in Washington. He succeeds John M.
Outler, WSB Atlanta. Mr. Lindsay is an
NARTB director-at-large for fm stations and
has served several terms on the board.
J. Frank Jarman, WDNC Durham. N. C.
medium station director-at-large. was elected
vice chairman of the Radio Board. He suc-
ceeds Herbert L. Krueger. WTAG Worces-
ter. Mass.. whose term expired last April.
Mr. Lindsay entered broadcasting in 1937
when the Decatur Herald and Review
bought WJBL Decatur, which later was
changed to WSOY. He is now vice president
MR. LIinDSAY
of the radio stations as well as vice presi-
dent of operations for Lindsay-Schaub News-
papers. Mr. Jarman has been general man-
ager of WDNC since 1935 and was elected
a vice president of the station in 1946.
FCC's Anello, KYW's Ward
Slated to Join NARTB July 1
DOUGLAS A. ANELLO, of the FCC,
joins NARTB July 1 as chief attorney. He
succeeds Robert L. Heald, who joins the
Washington law firm of Spearman & Rob-
erson.
Gordon L. Ward, of KYW Cleveland,
will join NARTB July 1 as field representa-
tive.
Mr. Anello has been chief of the FCC
law and enforcement division, Safety &
Special Services Bureau. Recently he has
been specializing in FCC proceedings pro-
posing reallocation of frequencies over 890
mc.
Mr. Heald took part in the NARTB board
meetings last week. His final assignment at
the association will be preparation of a
statement to the Internal Revenue Service
covering depreciation problems involved in
electronic equipment.
Mr. Ward will serve in the NARTB sta-
tion relations department.
Film Show Commercials
Well Below Code Limit
THREE out of four tv stations use only
half, or less than half, of the commercial
time permitted by the NARTB Tv Code in
their participating programs based on fea-
ture-length films, according to a survey con-
ducted by NARTB.
The survey, ordered by the association's
Tv Code Review Board, was based on
monitoring of 226 feature-length film pro-
grams telecast by 49 stations in 24 cities.
Only programs of an hour or more, pre-
sented after 6 p.m., were analyzed.
William B. Quarton. code board chair-
man, announced the results of the study at
a board meeting held Monday in Wash-
ington. The findings showed that 77% of
the programs monitored used no more than
half, and in most cases less than half, the
maximum commercial time allowed by the
code. A ratio of not more than one minute
of advertising for five minutes of program-
ming is specified by the code. No instance
was found where a station had exceeded
the code limit.
The average number of commercials per
program was 3.6, it was found. The major-
ity (52%) of the commercials were of Wi-
minutes duration or less, and 43% were
from IVi to 2Vi -minutes long. The study
dealt with participation programs that use
spot announcements, about 90% of the fea-
ture films following this formula.
Mr. Quarton said that two-thirds of code-
subscribing tv stations will have been moni-
tored by March 1958. The board issued
a reminder that a recent code interpreta-
tion holds advertising of products for the
treatment of hemorrhoids and for use in
connection with feminine hygiene is not
acceptable.
Next code board meeting will be held
in November at Hollywood. Calif., with
members of the Alliance of Film Producers
taking part. The alliance joined the code last
year. Code membership now numbers 305
stations and all three tv networks.
Howe Heads Fla. Broadcasters
JAMES L. HOWE, WIRA Fort Pierce, was
elected president of Florida Assn. of Broad-
casters at its June 14 meeting in Miami
Beach. He succeeds H. Dennison Parker,
WTAN Clearwater, who becomes a mem-
ber of the board. Others elected were Lee
Ruwitch. WTVJ (TV) Miami, first vice
president, and Laurence A. Rollins. WSIR
Winter Haven, second vice president.
BASIC TV
IN
XWt ISDUB STATIONS' MARKET J2ANKS
FOURTH IN POPULATION, RETAIL-SALES
BUYING POWER ANP SETCOUNT.'
THIS MICCO-WAVE fJETWORK PROVIDES
A SIMULTANEOUS PICTURE OVER AN
AREA EQUAL IN SIZE- TO THE STATE
OF 0HIO; MAINE OR PENNSYLVANIA?
STATION
POPULATION
FAMILIES
KDUB-TV
645,100
180,400
KPAR-TV
274,400
79,400
KEDY-TV
272.800
78,700
TOTAL
l.»92,300
338,500
YOURBKANW/VA MAN HAS THE DETAILS
KDUB-TV
LUBBOCK, TEXAS
KPAR-TV
ABILENE-SWEETWATER, TEXAS
K E D Y - T V
BIG SPRING, TEXAS
Broadcasting • Telecasting
June 24, 1957 • Page 55
:.;ADE ASSNS. continued
RAB PLANS MAJOR
SALES EXPANSION
• Board sets record budget
• More presentations slated
A MAJOR EXPANSION in Radio Adver-
tising Bureau's regional and local selling
activities was authorized by the RAB board
of directors last week, along with approval
of a record-setting budget for the last half
of 1957.
Officials said the enlarged budget, effec-
tive July 1, is predicated on an operating
income at an annual rate of $890,000 for
the final six months of this year, and said
current indications point to a fiscal-year
budget of $925,000 by Dec. 1. RAB started
this ;year with a budget of approximately
$820,000 and currently is spending at the
rate of about $860,000 annually.
The expansion of selling activity, Presi-
dent Kevin B. Sweeney told the board, will
enable RAB to double the number of cities
in which RAB salesmen now operate, and
to increase by more than one-third the
volume of personal presentations to be
made to major advertisers in these cities.
Under the new plan, Mr. Sweeney said,
RAB sales teams will visit more than 1,500
advertisers in 65 principal markets during
the next 12 months, as compared to 950
advertisers called upon in 31 cities during
the past year.
Other highlights of the board's semi-
annual session, held Tuesday in New York:
• The board approved an executive com-
mittee recommendation that the date of the
1957 annual membership meeting be changed
to the afternoon of Oct. 9, to coincide with
the third annual RAB National Radio Ad-
vertising Clinic, in hopes of boosting at-
tendance at the meeting. In the past the
membership meeting has been held the
second Monday in November.
• RAB management was authorized to
negotiate for larger New York offices to
accommodate its expanding headquarters
staff. The expansion, officials said, will be
primarily in the sales department, where
the number of salesmen is expected to be
increased from the present 11 to about 14
by the end of this year. RAB hopes to
move from its present quarters, 460 Park
Ave., into new space around November.
• Joseph E. Baudino of Westinghouse
Broadcasting Co., retiring after two terms
as RAB chairman, was presented an illumi-
nated scroll in recognition of his "outstand-
ing service to this organization and to the
radio broadcasting industry." The presenta-
tion, in behalf of the RAB membership,
was made by Kenyon Brown of KWFT
Wichita Falls, Tex., incoming chairman.
• Robert E. Eastman, American Broad-
casting Network, and William E. Rine,
Storer Broadcasting Co., were elected to
the RAB board. Mr. Eastman succeeds Don
Durgin, who has moved from American
to NBC-TV, while Mr. Rine replaces Lee
B. Wailes, also of Storer.
• A five-man committee to nominate
members for forthcoming vacancies on the
board was named by Mr. Brown: Allen M.
Woodall. WDAK Columbus, Ga., chairman;
Charles C. Caley, WMBD Peoria, 111.;
Frank P. Fogarty, WOW Omaha; John S.
Hayes, WTOP Washington, and Alex Keese,
WFAA Dallas.
• President Sweeney reported that reser-
vations for three of the six regional manage-
ment conferences scheduled around the
country for late summer and fall have been
sold out.
Six newly elected board members were
on hand for the meeting: Richard D. Buck-
ley, WNEW New York; Matthew J. Culli-
gan, NBC Radio; Mr. Keese; Don Searle,
Colby, Kan.; Ben Strouse, WWDC Wash-
ington, and Adam J. Young Jr. of the
Adam J. Young station representation firm.
Other members present were Chairman
Brown, President Sweeney, Messrs. Baudino,
Caley, Fogarty, Hayes, Keese, and Woodall,
and Edward Breen, KVFD Fort Dodge,
Iowa; John C. Cohan, KSBW Salinas, Calif.;
Simon Goldman, WJTN Jamestown, N. Y.;
George J. Higgins, KMBC Kansas City;
Ward D. Ingrim, KHJ Los Angeles; C.
Howard Lane, KOIN Portland, Ore.; Elroy
McCaw, WINS New York; William B. Mc-
Grath, WHDH Boston; Robert T. Mason,
WMRN Marion, Ohio; Gilmore N. Nunn,
WLAP Lexington, Ky., and Edward Petry,
Edward Petry & Co., station representation
firm, New York.
Farm Broadcasters Receive
Warm Words From President
FARM BROADCASTERS "are engaged in
one of the greatest efforts for the future
benefit of our country," President Eisen-
hower said Tuesday in greeting 125 mem-
bers of the National Assn. of Television
& Radio Farm Directors, holding their
spring meeting in Washington. The Presi-
dent was presented a membership plaque
by NATRFD President Jack Timmons,
KWKH Shreveport, La.
The President said, "I think there is noth-
ing that all of us need to know — including
the farmers — so much as the facts. I believe
that the information, the statistical, political,
commercial, industrial information that a
farmer needs today in order to conduct his
business properly, in order to associate him-
self with his fellowmen properly, can be
gained only by day-to-day access to the best
possible information on these subjects that
there is obtainable.
"That, as I conceive it, is the mission
of you people- — to bring forth these facts
— not to be an exhorter for any particular
plan or idea of anybody's of any political
party, or of any individual, but to take the
ideas and the facts and analyze them —
to bring all the necessary information to the
people that have to do with the work and
ultimately form the decision. ... As I
congratulate you on the work you are doing,
I thank you for it."
The farm directors took part in three
days of programming, including sessions
with government and legislative leaders.
Final event was a Wednesday trip to the
government's agricultural research center at
Beltsville, Md.
A special committee in charge of a new
sales promotion brochure designed to help
farm broadcasters in the sale of time re-
PRESIDENT EISENHOWER is made an
honorary member of the National As-
sociation of Radio and Television
Farm Directors by the group's presi-
dent, Jack Timmons of KWKH
Shreveport, La., at the White House
June 18.
viewed progress made in these projects. The
brochure will be produced by Don Lerch.
consultant. It will be titled "Is Your Farm
Advertising Balanced for Best Results?"
Final action on the project is to be taken
at NATRFD's annual convention in Chicago
Nov. 29-Dec. 1. Mai Hansen, WOW Omaha,
is chairman of the special brochure com-
mittee. Bob Parker, WBAY Green Bay,
Wis., is vice chairman.
Another committee is studying a proposal
to hire an executive secretary for NATRFD.
It is headed by W. A. Ruhmann. WBAP
Fort Worth, chairman, and George Roesner,
KPRC Houston, vice chairman.
Total attendance at the spring meeting
was 250.
Patrick New GAB Secretary
ROBERT LAWRENCE PATRICK has
been named secretary-manager of the
Georgia Assn. of Broadcasters, Athens,
with headquarters at the Henry W. Grady
School of Journalism, U. of Georgia,
where he also will have staff duties. Mr.
Patrick, an alumnus of the Grady School,
has previously been associated with WTAM
Decatur, Ga., and Dayton, Ohio, radio and
tv stations. He succeeds Ross Shackelford,
who July 1 becomes public relations director
of West Georgia College, Carrollton.
Rastatter to TvB PR Director
JOSEPH R. RASTATTER has been named
director of public relations for the Tele-
vision Bureau of Advertising, it was an-
nounced last week by Norman E. Cash,
president of the
bureau. Mr. Ras-
tatter joins TvB
today (Monday).
He succeeds Sid
Mesibov, who re-
signed to join
ABC-TV (story
page 75). Mr. Ras-
tatter formerly
was general public
relations counsel
with John T. Casey
& Assoc., New
York. He also was
with CBS-TV Hollywood.
MR. RASTATTER
Page 56 • June 24, 1957
Broadcasting
Telecasting
announcing...
and §M Nafimd
HOOKUP!
QUICK, EASY "AVAILS
PERFORMANCE
Now for easy buying, easy billing, more effective sales
to the vast Negro Market in the Gold Coast of the
Gulf Coast . . . the OK Group announces its affiliation
with Stars National now representing the entire group
of six OK Stations. Now get Availabilities from one
"Rep" . . one Bill . . one Affidavit . . one Proof of
Performance . . one Guarantee of Merchandising Co-
operation. You can buy the top Negro Markets reach-
ing 1,500,000 Negroes.
2>
MORE NEGRO FACTS— MORE NEGRO SALES
Included are the three largest Negro Southern Cities
. . . New Orleans, Houston, and Memphis. Buy a
package deal for these three markets at an amazing
low price. Cover 1,250,000 Negroes in the three
fastest growing southern cities with the highest Negro
annual family income in the South.
More intensive proven information and facts about
the Negro Market than any other source. Ask for the
facts . . . Write or Call
DESIGNED TO DELIVER THE
LUCRATIVE SOUTHERN
NEGRO MARKET
Mr. Bernard Howard, President of Stars
National, Inc., is pleased to announce
the association of the OK Group with his
organization. This association offers ad-
vertisers the organized research and mer-
chandising facilities of the OK Group
and Stars National . . . incorporating
complete factual data concerning the OK
Group Negro Market. For quick and
expert service on availabilities, program
and personality information, market
data . . . including the famous Houston
Survey, the Middle South Research Re-
port, and many other important facts
covering the OK Group story. . . Con-
tact the nearest Stars National office.
W M tmjUMjM 400 MadiSon Ave.
inley W. Ray, Jr., Exec. Vice-Pres. & Gen. Mgr., NAew ^or\ Chicago
Los Angeles, San Francisco
Atlanta, Dallas
Stanley W. Ray, Jr., Exec. Vice-Pres. & Gen. Mgr
505 Baronne Street, New Orleans 12, Louisiana.
Broadcasting • Telecasting
June 24. 1957 • Page 57
Source: Nielsen Interim Report for April 1957.
Sunday through Saturday average
Maybe you heard them too - the sound
and fury of claims about new programs
that were supposed to blow New York
viewing habits sky-high.
Well, the smoke is settling now. Let's
see what actually has happened :
WCBS-TV's share of total viewing is
greater than at any time in the past two
years!. . . WCBS-TV leads the second-
place station by 52%- the third station
by 183%!. . . WCBS-TV shows a larger
audience gain than any other station in
the past year!. . . WCBS-TV leads in
every hour of the day but one, from 8 am
straight through to sign-off!
It takes day-in, day-out showmanship
to win and hold attention in television's
biggest market. To its superb schedule
of CBS Television Network programs,
WCBS-TV adds a dazzling array of
local entertainment and public affairs
programs, including all five of the top-
rated local participating programs,
and four of the top five daily news
programs in all New York television.
Naturally, more national advertisers
buy the station that attracts the
biggest audience most of the time.
WCBS-TV CBS Owned. Sew York-
Channel 2 —represented by CBS Television Spot Sales
PROGRAM SERVICES
WHAT RADIO, TV MEAN TO BASEBALL
MAJOR league baseball teams took in $7.3
million in 1956 from the sale of radio and
television rights, according to data made
available by the House Antitrust Subcom-
mittee investigating operations of the two
leagues. The sale of radio-tv rights ac-
counted for less than one-eighth of the to-
tal major league baseball income in 1952,
when tv was just assuming nationwide stat-
ure. Since that time the radio-tv contribu-
tion to the clubs' receipts has increased to
one-sixth of the total.
The income figures, made available for
the first time as a result of the subcommit-
tee's probe, show that Cleveland set the all-
time record last year when $1,053,171 of
the club's $2,995,377 income came from
radio-tv. Seven American League clubs (De-
troit radio-tv figures not available) received
$3,777,733 from radio-tv. Total receipts of
these clubs last year amounted to $19,536,-
425, with Detroit having total income of
$2,581,169.
The eight National Clubs showed radio-
tv receipts of $3,025,321 in 1956 out of
$20,718,733 total receipts. Heaviest radio-
tv return in the league last year was that of
Brooklyn, which had $888,270 from broad-
cast rights out of total income of $3,880,-
824.
AMERICAN LEAGUE
1952 1953 1954 1955 1956
Radio-Tv Total Radio-Tv Total Radio-Tv Total Radio-Tv Total Radio-Tv Total
Income Income Income Income Income Income Income Income Income Income
BOSTON
$ 366,500
$ 2,301,487
$ 369,900
$ 2,086,209
$ 360,965
$ 2,339,064
$ 476,870
$ 2,842,941
$ 477,300
$ 2,800,041
CHICAGO
261,202
2,208,262
355,925
2,554,249
434,185
2,871,667
522,491
3.027,181
513,992
2,702,058
CLEVELAND
452,650
2,963,481
614,582
2,607,326
635,762
3,282,805
567,891
2,958,915
1,053,171
2,995,377
DETROIT
t
2,255,849
2,157,032
t
2,429,790
t
2,908,644
t
2,581,169
NEW YORK
475,000
3,996,665
625,000
4,125,074
675,000
4,504,836
725,000
4,898,665
900,000
5,017,094
*PHILADELPHIA-
KANSAS CITY
168,595
1,536,901
292,850
1,319,193
300,035
1 ,200,660
210,000
3,001,485
210,000
2,497,490
**ST. LOUIS-
BALTIMORE
8,935
999,831
55,557
746,492
312,795
2,412,849
301,276
2,103,445
301,630
2,112,094
WASHINGTON
1 69,905
1,393,297
282,572
1,352,392
341,186
1,473,911
316,851
1,383,282
316,640
1,412,271
Total
$1,906,787
$17,655,773
$2,596,386
$16,947,967
$3,059,928
$20,515,582
$3,120,379
$23,124,558
$3,777,733
$22,117,594
*Philadelphia through 1954; Kansas City since 1954.
**St. Louis through 1953; Baltimore since 1953.
"Detroit radio-tv data not available.
NATSOMAL LEAGUE
*BOSTON-
MILWAUKEE
$ 316,324
$ 933,074
$ 141,200
$ 3,074,198
$ 136,500
$ 3,510,038
$ 125,000
$ 3,560,779
$ 125,000
$ 3,697,067
BROOKLYN
580,227
2,833,963
539,610
3,009,382
609,490
2,816,589
787,155
3,501,124
888,270
3,880,824
CHICAGO
166,027
1,828,196
153,300
1 ,497,967
156,078
1,572,227
186,975
1,791,130
226,603
1,646,993
CINCINNATI
109,054
1,124,245
119,470
1,163,896
120,130
1,442,391
197,380
1,559,664
267,275
2,415,637
NEW YORK
379,562
2,410,722
424,241
2,304,041
490,192
3,132,336
645,640
2,869,423
730,593
2,471,772
PHILADELPHIA
178,333
1,404,360
225,920
1,661,529
203,865
1,608,703
266,055
2,099,811
301,630
2,278,511
PITTSBURGH
110,000
1,410,973
115,500
1,278,081
1 25,000
1,219,935
110,000
1,388,520
158,500
2,072,791
ST. LOUIS
102,250
1,675,039
109,779
1,679,497
326,625
2,305,219
326,669
2,004,094
327,450
2,255,138
Total
$1,941,777
$13,620,572
$1,689,020
$15,668,591
$2,167,880
$17,607,438
$2,644,874
$18,774,545
$3,025,321
$20,718,733
"Boston 1952 only; Milwaukee since 1952.
C. O. Langiois Dies
In New York at 64
CYRIL OUELLETTE LANGLOIS, 64,
founder and chairman of the board of Lang-
Worth Feature Programs Inc., a producer
and distributor of
syndicated radio
program services
througout the
world, died Tues-
day at Doctor's
Hospital, New
York, which he had
re-entered after an
extended illness.
A native of
Detroit, he was a
graduate of the U.
of Detroit. In his
MR. LANGLOIS youth, he played
baseball professionally. Mr. Langiois' early
years saw a varied career in both the ad-
vertising and syndication branches of the
newspaper industry. Later he produced many
radio programs which were broadcast
throughout the nation.
Mr. Langiois founded Lang-Worth Fea-
ture Programs with Ralph Wentworth in
1935. He was one of radio's early producers
of transcribed syndicated programs. In 1936
the company began its release of transcribed
music to radio stations.
Mr. Langiois produced and distributed
for radio the recorded performances of such
artists as Fred Waring, Tommy Dorsey,
Emile Cote, Russ Morgan, Larry Clinton,
Shep Fields, D'Artega, Ray Anthony, Jack
Shaindlin, The Four Knights, The Sunshine
Boys and Henry Jerome. He was one of the
original members of the National Assn. of
Broadcasters and was the first to support the
broadcast industry in the production of the
NAB-Lang-Worth Tax Free Music Library.
He also pioneered the plan for creating copy-
right security for radio stations.
In the technical field, Mr. Langiois was
instrumental in developing the small com-
posite groove vinyl transcription, described
as an outstanding contribution toward the
development of higher quality programming
for radio stations. Mr. Langiois' activities
extended to all types of recording, including
phonograph records, background music and
musical scores for theatrical, television and
industrial films.
Mr. Langiois is survived by two sons,
John D. Langiois, president of Lang-Worth
Feature Programs, and Cyril O. Langiois
Jr., president of Langiois Filmusic. He also
is survived by his wife, Lillian, and his two
sisters, Mrs. Ethel Offer and Mrs. Claire
Lynch.
Page 60 • June 24, 1957
Broadcasting • Telecasting
TRANSMITTER BUILT FOR QUALITY
&T£s BC-5P 5KW - - -
Gates engineers have created a dual
feature in the BC-5P AM Transmitter
to save broadcasters dollars and en-
gineering time.
Because of possible future FCC regula-
tions pertaining to harmonic radiation
and bandwidth, the PA tank circuit is
built into a completely enclosed alumi-
num compartment. The output circuit,
which is a full tee network enclosed in
its own shielded compartment, is a
natural repellent of spurious radiation.
By isolating these sections in two shield-
ed compartments, 100% air cooling of
inductors, capacitors, choke coils and
tubes, along with maximum harmonic
reduction, has been brought about. This
means longer component life through
lower operating temperatures and clean-
liness.
BROADCASTERS WANT THE FINEST
TRANSMITTER THAT THE INDUSTRY CAN
PROVIDE, AND ONLY ONE TRANS-
MITTER IN THE 5 KW FIELD IS PACKED
WITH SUCH OUTSTANDING QUALITIES
— THE GATES BC-5P .... HIGHEST
STANDARD OF PERFORMANCE, MUCH
LESS SPURIOUS RADIATION, LOWEST
COST TUBE COMPLEMENT, AND THE
LOWEST PRIMARY POWER CON-
SUMPTION OF ANY 5 KW AM BROAD-
CAST TRANSMITTER MANUFACTURED
TODAY. COMPARE EVERY FEATURE . .
. . AND YOU WILL SEE THAT THE BC-5P
IS SUPERIOR BY EVERY MEASURE.
Contact your nearest Gates sales engi-
neer or write the Gates Radio Company
today for full details.
T)ke Jiarh of Quality
GATES RADIO COMPANY, Quincy, ill., u. s. a.
MANUFACTURING ENGINEERS SINCE 1922
OFFICES — NEW YORK - WASHINGTON D. C. - LOS ANGELES - HOUSTON - ATLANTA
NEW YORK, International Div., 13 East 40th St. — In Canada, CANADIAN MARCONI COMPANY
Broadcasting • Telecasting
June 24. 1957 • Page 61
PROGRAM SERVICES continued
Wrather Buys 'Sergeant Preston',
Pays Detroit Group $1.5 Million
JACK WRATHER organization has ac-
quired all rights to the tv program Sergeant
Preston of the Yukon from George W.
Trendle, H. Allen Campbell and Raymond
Meurer of Detroit for $1.5 million. Purchase
is the third of a national tv network proper-
ty by the Jack Wrather organization, which
purchased the Lone Ranger in 1953 and
Lassie in 1956.
In addition to the 78 color films now
being telecast on CBS-TV, Thursdays, 7:30-
8 p.m. with Quaker Oats as sponsor, the
package also includes comic strip, merchan-
dising, license and novel, serialization and
film rights. John L. Loeb, senior partner in
the New York banking firm of Carl M.
Loeb, Rhoades and Co., is associated with
Mr. Wrather in the purchase, which was
concluded Monday in New York. Monte
Livingston of the Beverly Hills, Calif., law
firm of Kaplan, Livington, Goodwin and
Berkowitz represented the Jack Wrather
organization in the negotiations. Edwin T.
Tornberg of Allen Kander and Co. acted
as agent in the negotiations.
Goetz Network Aide For Gay
COL. JOSEPH F. GOETZ, head of the
Defense Dept.'s world-wide entertainment
program 1951-1956 and currently vice pres-
ident of Ron Assoc., Washington, D. C,
advertising and
public relations
agency, was ap-
pointed last week
as network co-
ordinator for Con-
nie B. Gay's two
CBS-TV programs
emanating from
WTOP-TV Wash-
ington.
Mr. Gay also
announced that
Col. Goetz will as-
sist him with top-
level co-ordination of his far-flung Town
and Country Network radio stations.
Heads TelePrompTer Advertising
ALFRED N. GREENBERG, formerly ad-
vertising and pro-
motion manager of
WBBM Chicago,
was appointed di-
rector of advertis-
ing, promotion and
research for the
T e 1 e P r o m pTer
Corp., New York,
it was announced
by Herbert Hobler,
vice president in
charge of sales, last
week. In another
move designed to
bolster the company's executive lineup, Rob-
ert Rosencrans, a former vice president
of Sheraton Closed Circuit Television, has
been named business manager of TelePromp-
Ter's sales department.
GOVERNMENT
COL. GOETZ
MR. GREENBERG
SOLONS ASK ALLOCATION STUDY
• Potter, Bray suggest establishment of commission
• Group would evaluate government use, future needs
DISTURBED over possible demands by the
military for a larger slice of the radio spec-
trum, Sen. Charles E. Potter (R-Mich.) and
Rep. William G. Bray (R-Ind.) last week
introduced identical resolutions calling for
the establishment of a three-man commis-
sion to investigate the utilization of fre-
quencies allocated to the federal govern-
ment.
Sen. Potter, a member of the Senate
Commerce Committee and its Communica-
tions Subcommittee, introduced his resolu-
tion (SJ Res 106) Tuesday; Rep. Bray, a
member of the House Armed Services Com-
mittee, introduced its companion (H J Res
381) Thursday. Members of the commis-
sion, which would be established for six
months, would be appointed by the Presi-
dent. As set forth in the resolutions, the
commission's duties would be:
". . . To conduct a thorough and com-
prehensive study and investigation of the
radio and television frequencies allocated to
the various agencies and instrumentalities of
the federal government with a view to de-
termining (1) whether such frequencies are
being efficiently utilized to the maximum de-
gree possible, (2) whether any (and if so.
how much) of such frequencies may, with-
out jeopardizing the public interest, be re-
linquished to the FCC for allocation to non-
governmental purposes and (3) what are the
likely future requirements of the various
agencies and instrumentalities of the federal
government for radio and television fre-
quencies."
If the commission is set up, it would be
required to report to the President and Con-
gress on its findings within six months. Much
of the classified material would, of necessity,
be omitted from the Congressional report,
Sen. Potter said. However, he felt that this
would not preclude the gaining of a clearer
picture of military spectrum needs.
Sen. Potter headed the 1953-54 uhf-vhf
investigation conducted by the Communica-
tions Subcommittee of the 83rd Congress.
He said that he has been "frustrated" for
over a year in trying to find out how the
government uses its allocated frequency
space and has hit a "stonewall."
Following earlier published reports that
the military is casting covetous eyes on vhf
chs. 2-6 [B»T, April 1], Sen. Potter inquired
of Gordon Gray, head of the Office of De-
fense Mobilization, about the government's
plans. Mr. Gray replied that military serv-
ices are finding it difficult to meet defense
requirements with the "limited" spectrum
space now available and that the situation
will become more critical as new weapons
are perfected [At Deadline, April 8].
The need for the facts which would be
developed by the proposed commission are
"urgent and compelling," Sen. Potter stated.
"Contrary to the layman's opinion, the pres-
ently usable spectrum does not offer an un-
limited number of channels. . . . The situa-
tion could well become critical unless factual
data is obtained promptly."
Spectrum space presently is allocated
under a dual system. The FCC assigns radio
frequencies to non-government users (in-
cluding commercial broadcasters), while
the President assigns space to meet the
government demands. Because of the cloak
of secrecy shrouding the government's por-
tion, it is not known how this space is
utilized.
Sen. Potter pointed out that in 1959 the
U. S. will participate in an international con-
ference at Geneva, Switzerland, dealing with
the radio spectrum. "Unless our government
Sen. Potter
knows specifically its current use of the
spectrum and what our future needs are
likely to be, the best interests of the U. S.
will suffer," he stated.
The senator feels that the spectrum is be-
ing inefficiently utilized and that the study
he has proposed by a high-level, unbiased
body is essential. "Terrific pressure is build-
ing up for radio and tv frequencies," he
said. "Commercial users accuse the govern-
ment of hogging spectrum space. Federal
agencies claim they need what they have.
We may find that some of these [govern-
ment] frequencies could be relinquished to
the FCC for non-governmental use. . . ."
On the other hand, Sen. Potter stated, if
the proposed commission finds that more
space will be needed by the government in
the future, such a move should be in the
planning stage rather than have it made
known in an unexpected executive order.
"Certainly we wish to see each federal
agency retain sufficient space for full dis-
charge of its responsibilities, but we must
also guard against the government pre-
empting spectrum space unnecessarily. The
commission I have proposed . . . will make
recommendations as to the most efficient
use of the spectrum. In this way, the U. S.
will be enabled to realize the full potential
of a vital national resource," Sen. Potter
stated in support of his resolution.
Rep. Bray also has been interested for
some time in the government's plan to secure
more space in the radio spectrum. On in-
troducing his companion to Sen. Potter's
resolution. Rep. Bray stated:
"I have been disturbed by recurring ru-
Page 62
June 24, 1957
Broadcasting
Telecasting
GOVERNMENT continued
REP. BRAY
mors that the military establishment is look-
ing covetously at the lower vhf television
channels. Although I have found no clear-
cut statement of this desire, the possibility
of losing chs. 2 through 4 or 2 through 6
from commercial telecasting is too serious a
threat to dismiss lightly. I have been trying
to devise a way of
WMI more clearly ascer-
taining the true re-
quirements of the
military services.
The suggestion by
Sen. Potter of a
n o n - governmental
commission to
study the use of
frequencies re-
served for govern-
ment use and fu-
ture needs was
along the lines of
my thinking on the subject, and I am happy
to join in his efforts by introducing this
resolution in the House.
"As a member of the House Armed Serv-
ices Committee, I have some familiarity
with the military use of radio frequencies.
Having long service experience, active and
reserve, I am also aware of typical military
procurement policies. I doubt if a com-
mander ever lived who did not honestly feel
he needed more men, arms or other equip-
ment. While respecting the sincere efforts
of our military leaders to requisition from
peacetime use whatever seems to be re-
quired for our defense, we must not allow
an overzealous and unwise demand for these
frequencies to seriously interrupt and de-
crease the information and entertainment
which commercial television brings to all."
The NARTB Radio and Tv Boards, meet-
ing in Washington last week (story, page 48),
went on record as favoring Sen. Potter's
resolution.
Two Women's Clubs Urge Probe
Of Radio-Tv Music Practices
TWO women's clubs have asked the Justice
Department to fully investigate to what
degree the broadcast industry determines
which music shall be played on radio and
television.
Mrs. R. I. C. Prout, president of the
General Federation of Women's Clubs, in
a telegram to Attorney General Herbert
Brownell, said: "Only recently did we learn
that the broadcasting networks and their
subsidiaries own and control hundreds of
music publishing firms. . . . We fervently
hope that you will accept the recommenda-
tion of Congressman Emanuel Celler and
his judiciary committee. We feel that if the
Dept. of Justice thoroughly investigates the
situation and takes the proper action, the
public may once more hear all the music
being written. . . ."
Mrs. Ronald A. Dougan, president of
the National Federation of Music Clubs,
wrote to Mr. Brownell: "An extensive in-
vestigation into the intolerable combination
of broadcasting interests which determine
whose music shall be heard and how often,
will help re-establish conditions of freedom
for music in America."
FCC WASHES ITS HANDS OF ANTITRUST,
LEAVES SUCH MATTERS TO THE COURTS
A NEW hands-off policy on antitrust mat-
ters was disclosed by the FCC last week
when it told a federal court that it doesn't
have and doesn't want to have the power to
prosecute antitrust violations.
The enunciation was one of the strongest
statements on the monopoly subject made by
the FCC in its 23-year-long history. It was
contained in a document filed in Philadelphia
district court in connection with the govern-
ment's antitrust suit against RCA-NBC. The
suit involves the 1955 NBC-Westinghouse
Broadcasting Co. exchange of Philadelphia
and Cleveland stations.
On another antitrust front, the Kansas
City Star Co. (WDAF-AM-TV) exhausted its
last avenue of appeal last week when the
U. S. Supreme Court refused to review its
conviction of monopoly and attempted mo-
nopoly of news in the Kansas City area.
And, in Philadelphia, eight radio stations
and the Philadelphia Radio & Television
Broadcasters Assn. — reeling under stiff fines
for an acknowledged technical violation of
the antitrust laws although exonerated of any
illegal intent [B*T, June 17] — were girding
themselves to face the outcome of a govern-
ment civil antitrust action.
The FCC's antitrust policy, which goes
further than any previous statement on the
subject, was filed with District Judge Wil-
liam H. Kirkpatrick last Wednesday. The
16-page, "Memorandum of Law" virtually
told the court that the Dept. of Justice has
every right to initiate antitrust suits against
radio or tv broadcasters, even though the
FCC might have considered such charges
and decided that it was no bar to a grant.
This point of view refuted the basic de-
fense made by RCA-NBC in their response
to the government's charges. RCA-NBC
maintained that where the FCC has con-
sidered such matters and approved the action
requested no other government agency may
reopen the matter.
The government suit attacks the 1955
exchange whereby the network got WBC's
Philadelphia radio and tv stations in ex-
change for NBC's Cleveland properties plus
$3 million. The NBC-owned Philadelphia
stations are now WRCV-AM-TV; the WBC
COMMISSION DEFINITION
FOR the aid of the uninitiated individ-
ual who finds himself forced to read
and try to understand an official
document of the FCC, William B.
Ogden, director of the Radio Opera-
tional Engineering School, Burbank,
Calif., has issued a 36-page glossary
of terms used by the FCC. In addi-
tion to the technical and operational
terms and their definitions, which
take up most of the pamphlet, it also
contains a list of station symbols,
nomenclature of frequencies, spare
tubes required, classification of emis-
sions and titles of the parts of the
Commission's rules and regulations.
Cleveland stations are now KYW-AM-FM-
TV.
In its December 1956 suit, the govern-
ment asked that NBC be forced to divest
itself of the Philadelphia stations and also
of such other assets as the court may "deem
necessary and appropriate."
It charged that NBC "coerced" WBC into
agreeing to the exchange by threatening to
withdraw NBC affiliations from WBC sta-
tions. At the time of the transfer application
there were unspecified allegations that NBC
had threatened WBC with loss of affiliations.
These were investigated By the FCC, which
found no support for fire* charges, and ap-
proved the exchanges in December 1955.
A pretrial conference is scheduled to be
held in Washington by Judge Kirkpatrick
June 28. It is understood that the question of
primary jurisdiction will be probed at that
time.
The Commission submitted its document
to the court under a request for permis-
sion to submit its views as "a friend of
the court." A ruling on this will come June
28, it was explained, although every indica-
tion was given that the legal brief will be
accepted by Judge Kirkpatrick.
The FCC's position is that no action it
takes can foreclose' the government from
proceeding under the antitrust laws. It also
stated that there is no requirement that the
Jusice Dept. participate in FCC proceedings
before filing suits in a court.
After alluding to various statements by
FCC Chairman George C. McConnaughey
and the Commission, the FCC's brief said:
"... The Commission has made clear that
it does not believe it can effectively enforce
the antitrust laws in cases such as this one
but rather must leave the enforcement of
those laws to the Dept. of Justice and other
governmental agencies. The Commission has
therefore examined transfers such as the
subject one from the viewpoint of its own
expertise in the communications field and
the general standard of the public interest.
And while the question of possible viola-
tion of the antitrust laws may of course be
pertinent to the Commission's determina-
tion under the public interest standard, the
Commission has normally left the determina-
tion of possible antitrust questions in cases
such as the instant one to the agencies and
courts having the statutory responsibility
and expertise to properly deal with it . . ."
In another section of the memorandum,
the Commission made it plain that although
it does not and would not rule on an anti-
trust violation, it can and does take into ac-
count as part of a character qualification
whether or not an applicant has been found
guilty of such illegal acts.
". . . The Commission can at best deter-
mine whether actions by parties subject to its
jurisdiction affect the public interest li-
censing standard," the FCC declared. "In
making this determination a ruling by the
Courts that a particular action was in viola-
tion of the antitrust laws might well be a
relevant consideration for the Commission.
Page 64 • June 24, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
June 24, 1957 • Page 65
GOVERNMENT continued
It would, however, never attempt to sub-
stitute its own judgment of what is or is not
a violation of the antitrust laws for a final de-
cision on this point by the Courts . . ."
The Commission added: "The Commis-
sion has no special expertise on antitrust
matters."
Referring to the 1952 McFarland Act
amendments to the Communications Act, the
FCC noted that Section 3 1 1 was amended to
remove from Commission jurisdiction the
application of revocation sanctions against
licensees found guilty of antitrust violations.
This was on the ground that it was unfair to
subject broadcasters to double jeopardy,
since Section 313 of the Communications
Act applies all antitrust laws to licensees and
empowers the courts to revoke broadcast
licenses as part of the final decree.
The FCC's document was the most recent
extensive treatment of the subject of anti-
trust matters since the 1952 report on the
application of a uniform policy on antitrust
violations, and the 1953 decision approving
the merger of ABC and the then United
Paramount Theatres Inc.
The 1952 report emphasized that anti-
trust violations will be considered as a por-
tion of the character qualifications of an ap-
plicant, and that each case must be decided
on its own merits. The Commission did in-
sist, however, that monopolistic practices,
whether or not found illegal by a court,
would still be of concern to the FCC as an
indication of how an applicant might operate
a broadcast facility.
In the ABC-UPT case, the Commission
found that although UPT and its former
parent. Paramount Theatres Inc., had been
found guilty of antitrust acts, this did not
disqualify UPT as a licensee.
The Kansas City Star Co. (Kansas City
Star and Times) was found guilty in 1955
of antitrust violations in a criminal suit
brought by the government. The government
charged that the newspaper pressured ad-
vertisers not to use competing media, forced
advertisers to use both the morning Star and
the afternoon Times and also offered com-
bination rates for both newspapers.
The newspaper was fined $5,000 for mo-
nopoly in the dissemination of news and
advertising, and Emil A. Sees, Star advertis-
ing director, was fined $2,500 for attempted
monopoly. A charge against Roy Roberts,
Star president-general manager, was dis-
missed. This decision was affirmed by an
appeals court in January this year.
Next step is expected to be a government
motion for summary judgment in a com-
panion civil suit based on evidence in the
criminal trial. The government has asked
that the Star be forced to divest itself of both
WDAF radio and tv, and that the Star and
Times be separated. WDAF properties are
understood to be available for an asking
price in the neighborhood of $10 million.
Two weeks ago nine Philadelphia stations
were fined $1,000 each after they pleaded
no defense, and their trade association
$5,000 after it pleaded guilty for an antitrust
violation which was viewed by Federal
Judge Allan K. Grim and Justice Depart-
ment prosecuting attorneys as a technical
violation involving no moral turpitude. The
charge was that the stations conspired to
fix charges when station managers signed a
joint telegram to Dancer-Fitzgerald-Sample,
Chicago, that they would stick to published
time rates and observe a fair trade code.
The code had been formulated through the
association.
Still outstanding is a companion civil suit
which asks that the stations' practice be
DEFEND YOUR FREEDOMS, CRAVEN CHARGES BROADCASTERS
CRITICISM both of the FCC for getting
into the area of program censorship and
of broadcasters for not fighting such en-
croachment was voiced by FCC Comr.
T. A. M. Craven before the Maryland-
District of Columbia Radio & Tv Broad-
casters Assn. at Ocean City, Md., June
14. Following, an excerpt from his re-
marks:
HITHERTO I have treasured the thought
that our system of broadcasting was based
upon private enterprise competing freely
among themselves for public favor with
the minimum of interference from the
governmental licensing authority. I be-
lieved that broadcasters had the inherent
right under the Bill of Rights of the Con-
stitution of our country to broadcast pro-
grams of their own choice without fear of
reprisal from the Communications Com-
mission for what was said. I thought that
Section 326 of the Communications Act
which forbids the Commission from pro-
mulgating a regulation or fixing a condi-
tion which interferes with the right of
free speech was specifically designed to
insure that broadcasters, in spite of the
fact that they were licensed by the Com-
mission, had the same rights as the press
under the First Amendment to the Con-
stitution and that they would be free from
fear of government reprisal for broad-
casting programs of their own choice. Of
course I know that broadcasters cannot,
with impunity, violate penal laws appli-
cable to everyone.
Now what has happened? We have the
so-called "Blue Book" of the FCC which,
in effect, fixes standards of programming.
The Commission has regulations with
respect to some of the business aspects
of broadcasting. With the consent of Con-
gress, the Commission has a full-scale
investigation now going on with respect
to other business aspects of broadcasting.
Committees of Congress are concerning
themselves with several other aspects of
broadcasting. Now, I am not questioning
the perogatives of Congress and I am
satisfied that it is motivated by what it
believes to be the demands of the public.
However, in this
connection I
consider the in-
dustry to be its
own worst en-
emy. For this
trend toward
more and great-
er government
control of the
economic as-
pects of broad-
COMR. CRAVEN CaS^
to be inspired to
a large extent by the actions of certain
elements of the broadcast industry itself.
After acting with what was supposed
to be prudent business judgment, certain
entrepreneurs discovered that their judg-
ment just didn't pan out as they originally
expected. Consequently they ran to the
government to bail them out. A few
others who enjoyed more fortunate eco-
nomic situations took advantage of every
legal procedural device in the Communi-
cations Act to stop competition. Still oth-
ers seek and encourage the Commission
to engage in economic planning through
the assignment of channels to the various
markets. Is this indicative of the pioneer-
ing spirit which carved this country out
of the wilderness and made it great?
Another matter which gives me painful
concern is the apparent confusion and
indifference which appears to grip the
minds of many broadcasters. How many
are willing to fight to preserve their rights
under the Constitution with respect to
freedom of expression? How many want
the Commission to refrain from engaging
in economic planning for the broadcast
industry? And then again how many
would prefer that the Commission give
them economic protection over and above
the existing laws relating to unfair trade,
restraints upon competition and other un-
lawful monopoly which apply to all bus-
iness enterprises? What more do those
broadcasters who seek economic protec-
tion or control of competition desire?
And what price are they willing to pay
for such protection? Will these broad-
casters surrender their rights under the
First Amendment to the Constitution
which the press holds dear? Will they
accept the inevitable consequence of eco-
nomic protection wherein the radio li-
censing authority regulates their rates and
business practices and otherwise plans
their business?
Hitherto I have felt strongly that suc-
cessful radio broadcasting in this country
depended upon the confidence of the
public in the independence of the broad-
caster from government control of the
expression of opinion and news. The
public's confidence in this independence
is the vital difference between the Amer-
ican system of broadcasting and that
which prevails in other countries. In the
past, I have fought for the principle of no
interference by the Commission with
either the programs or the business of
broadcast licensees. One of my problems
now is to determine whether I should
continue this fight if the broadcast in-
dustry itself is apathetic.
Page 66 • June 24, 1957
Broadcasting • Telecasting
NETWORK STUDY GROUP REPORT
NOT TO BE READY UNTIL SEPT. 30
enjoined. This will probably result in a con-
sent decree, it was understood. No dates
have been scheduled for this action.
Stations fined were WHAT, WPEN, WIP,
WDAS, WIBG, WJMJ, WCAU, WFIL, and
KYW (the last at that time the Westinghouse
outlet in Philadelphia). In the civil action
which seeks to enjoin the so-called viola-
tion, Westinghouse is not a party since it
no longer has any radio properties in Phila-
delphia.
Stanton Replies 'Nonsense'
To ALA Censorship Charges
. CBS President Dr. Frank Stanton and Moss
Hart, president of the Authors League of
America, exchanged letters last week over
l\ ALA's charge that radio and television net-
works imposed "a virtual blackout" over the
air of news of the report of the House Judici-
al ary Subcommittee [Celler Report, B«T, June
| 17]. Dr. Stanton denied this charge insofar
| as it was leveled against CBS and Mr. Hart
I promptly rejoined that the CBS president's
reply was unsatisfactory.
Dr. Stanton's letter to Mr. Hart Monday
i\ was prompted by a telegram the playwright
had sent to the heads of three networks on
June 12, citing the report's conclusions re-
lating to broadcaster practices in connection
with alleged discrimination against writers
and composers of music. Other network
heads have not replied.
Dr. Stanton claimed in his letter that
ALA's two main allegations are "nonsense."
He said that (1) "There was no blackout"
j of news on the Celler Report since two of
1 CBS Radio Network broadcasts on June 9
and the main CBS-TV newscast on June 10
I covered the report, (2) "There was no cen-
sorship" imposed by CBS management, be-
cause, in the case of all CBS news, "at no
time were there any instructions — direct or
indirect — to our news editors that they
should or should not cover the Celler Re-
port, or if they covered it, how they should
do so." He termed ALA's "censorship"
charge "scandalous."
Mr. Hart, in reply, asserted that Dr. Stan-
ton "must assume responsibility for sup-
pression of news by the CBS news depart-
ment." He claimed that "When an error of
judgment is made by your news editors, it
is the error of CBS." ALA's charge of "cen-
sorship" did not mean that Dr. Stanton
"dictated specifically to the CBS news de-
partment . . . censorship can be more subtle
than that," said Mr. Hart. He argued that
CBS editors choose their material for the air
"with a clear understanding of CBS policy
. . . you would not keep them on the job
otherwise."
Kratter Drops St. Cloud Bid
MARVIN KRATTER last week withdrew
his application for ch. 7 in St. Cloud, Minn.
Upon Mr. Kratter's withdrawal, Central
Minnesota Television Co. asked the FCC
to expedite the shifting of ch. 7 from St.
Cloud to Alexandria, Minn., and the move
of ch. 36 from Alexandria to St. Cloud.
Central Minnesota requested that the moves
be completed before the August recess.
Broadcasting • Telecasting
THERE isn't going to be any network study
report until Sept. 30.
That became official — following several
weeks of rumors — last week when the FCC
Network Study Committee officially post-
poned to the third quarter the report of the
study which began in September 1955. The
original target date was June 30.
The Network Study Committee — com-
prising FCC Chairman George C. McCon-
naughey and Comrs. Rosel H. Hyde, Robert
T. Bartley and John C. Doerfer — declared
that "it is not possible for the staff to meet
this date [June 30].
"The problems under study are complex
and require processing and analysis of a
great volume of data," the Committee said.
"This has required more time than had been
anticipated."
Much time of the staff has been expended,
the Committee said, in "protracted negoti-
ations and some litigation occasioned by
unanticipated resistance of a component of
the industry to supply required informa-
tion."
This last refers to the current juridical
squabble involving four tv film producer-
distributors. Originally seven film firms re-
fused to submit requested data, but follow-
ing the issuance of subpoenas, three agreed
to comply (see page 70).
When the report is completed, it will go to
the four-man Commission committee. After
they have made their analysis and recom-
mendations, it will then be submitted to the
full Commission for action.
The report will be a complete report, ac-
cording to Dean Roscoe R. Barrow, director
of the study. It will present an anlysis of the
pros and cons in various areas of interest,
with recommended solutions. The U. of Cin-
cinnati law school dean declared there will
be no preliminary reports before the final
overall submission.
Mr. Barrow also stated that the three-
month extension means that his entire 12-
man staff would remain on the job until
Sept. 30. The staff comprises a number of
regular FCC employes in addition to those
serving on a "when actually employed" pay
basis. There are eight full time and four
part time employes.
The FCC was given $80,000 in the 1956
fiscal year budget for the network study, and
$141,000 in the 1957 fiscal budget. There
is no provision for study funds in the 1958
budget, although the Senate declared that it
was its belief that the study should be com-
pleted using regular Commission monies.
Up to May 31, the network study has cost
$103,400 in personal services (salaries) and
$15,300 in travel expenses out of the $141,-
000 allocated in the 1957 budget. It is
understood that the total $141,000 will be
expended by the end of the fiscal year. June
30. The study staff has not been charged
for supplies, telephone service and other
housekeeping items.
The three-month extension will cost the
FCC an estimated $50,000, it was under-
stood. This will have to come from the Com-
mission's regular funds — probably through
failure to fill vacancies in personnel and in
other savings.
FCC Head Answers Magnuson
Query on Limiting Translators
THE FCC has taken no action to prohibit
translator stations from operating in cities
where there is a regular tv station, Chairman
George C. McConnaughey emphasized last
week in a letter to Sen. Warren Magnuson,
chairman of the Senate Commerce Commit-
tee.
Mr. McConnaughey was answering an
earlier letter from the senator relating to
present rulemaking before the Commission
which would limit translators to non-tv
cities. Included in Sen. Magnuson's query
were approximately 1,400 letters the Sen-
ator had received which opposed the pro-
posed rulemaking.
"Translators are intended as an emer-
gency, stop-gap measure designed to bring
television to communities and areas with-
out service," Mr. McConnaughey said. "The
Commission feels that it would not be proper
to license translators in such a manner that
the establishment and development of con-
ventional television stations would be pre-
cluded or significantly retarded in certain
communities and areas with the result that
the public would be deprived of the mani-
fold advantages and benefits to be derived
from local television outlets."
He pointed out that translators merely
pick up the signals of other tv stations and
rebroadcast them on one of the 14 upper
uhf channels. They have no local studios
and originate no local programs.
Of those commenting on the Commis-
sion's proposal to limit translators, approx-
imately 2-1 were against the rule-making
[B«T, June 10]. "I can assure you that the
views of all parties will be afforded careful
attention before our [FCC] final report is
issued," Mr. McConnaughey wrote.
FCC Says It Will Accept Bids
For 5 Kw Day on Mexican Clears
THE FCC announced last week that it
would accept applications for 5 kw opera-
tion on Mexican clear channels during day-
time hours, but that it would delay process-
ing them until the January 1957 agreement
between the United States and Mexico is
ratified by the Senate.
Under present rules, daytime powers of
U. S. stations on Mexican clear channels
(730, 800, 900. 1050, 1220 and 1570 kc)
are limited to 1 kw. Such stations also are
prohibited from putting more than a 5 uv/m
groundwave signal at the Mexican border.
The U. S.-Mexican agreement signed
earlier this year permits these stations to
operate with 5 kw. but limits power to 1 kw
on the following frequencies: 800 kc. S20
miles from Ciudad Juarez. Chihuahua: 1050
kc, 620 miles from Monterrey, Nuevo L^on:
1570 kc. 620 miles from Ciudad Acuna,
Coahuila.
June 24. 1957 • Page 67
GOVERNMENT continued
HOUSE HEARING AIRED IN CALIF.
• Walter defies Rayburn ban, allows radio-tv coverage
• Scott bill would provide equal access for all media
TV CAMERAS portrayed proceedings at
the House Un-American Activities Subcom-
mittee hearings in San Francisco Thursday
while Speaker Sam Rayburn, in Washing-
ton, and Chairman Francis Walter (D-Pa.),
presiding at the hearing, conducted a trans-
continental sparring match. The chairman
was ahead on points late Thursday.
The hearings brought a series of elec-
tronic evolvements as the legislative jockey-
ing was accompanied by the unfolding of a
Communist charge against a KCBS San
Francisco announcer and the suicide of a
scientist called as a witness.
Also Thursday, Rep. Hugh Scott (R-Pa.),
a member of the House Rules Committee,
entered the fight on the side of Rep. Wal-
ter. He introduced a resolution (H Res
282) which would provide "equal access
for all news media before proceedings of
the House."
Mr. Scott said that he first became inter-
ested in the right of radio and TV to cover
House hearings while he was chairman of
the Subcommittee on Legislative Procedure
during the 83rd Congress. This committee
held hearings in 1953 on the rights of wit-
nesses before Congressional bodies, which
took up the question of radio-TV coverage.
Radio and TV, as news gathering media,
should be accorded the same privileges
given print media in reporting the proceed-
ings of Congressional hearings, Rep. Scott
said. The resolution was referred to the
rules committee, and its author said that
he would press the committee to call it up
for hearings.
All day Thursday Speaker Rayburn and
Chairman Walter recited their conflicting
versions of broadcast coverage to eager
newsmen. The Speaker said several times
that he had flatly banned broadcast cover-
age of House hearings. Chairman Walter,
on the other hand, said he didn't figure the
Speaker's ruling in the last Congress car-
ried over into this one.
While Speaker Rayburn kept repeating
his broadcast ban Thursday, Chairman
Walter kept the hearing room open to
cameras, microphones and tape recorders.
Everybody was surprised Thursday morn-
ing when KRON-TV San Francisco had its
cameras working in the hearing room after
the Speaker had told newsmen in Wash-
ington that this must not be done. KCBS
had a tape machine recording the pro-
ceedings.
Speculation was running high on Capitol
Hill Friday morning on any possible punish-
ment faced by Rep. Walter for defying the
Speaker's ban. Rep. Clarence Cannon (D-
Mo.), author of the House official guide on
procedure, said Mr. Walter faces possible
contempt action for his refusal to accede
to Mr. Rayburn's edict.
Thursday afternoon the tv pickup
switched to KQED (TV), educational sta-
Page 68 • June 24, 1957
tion, following a split-day pattern set up
early in the week. Late Thursday Speaker
Rayburn decided not to answer any more
questions when he learned about the KRON-
TV and KQED pickups. House members
watched developments on lobby news tick-
ers, noting that members and committee
chairman frequently challenged rulings by
the Speaker.
A KCBS announcer, Louis Earl Hart-
man, 42, was suspended Wednesday by
Henry Untermeyer, KCBS general manager,
after he refused to answer committee ques-
tions about alleged Communistic affiliations.
Mr. Hartman, broadcasting as Jim Grady,
had been doing a daily commentary about
San Francisco history and culture since
1949. The station said he had signed a
WHILE House Speaker Sam Rayburn issued
repeated demands that they be stopped,
KRON-TV San Francisco cameras con-
tinued coverage of Un-American Activities
Committee hearings in that city with the
consent of Chairman Francis Walter (D-
Pa.). KQED (TV), local educational sta-
tion, carried the coverage in afternoons,
KRON-TV in the morning. Here Dorothy
Jeffers, Thursday witness, testifies while
cameras and microphones feed tv and radio
stations.
statement in 1950 denying membership in
the Communist Party or any other subver-
sive group. He refused to answer committee
questions, citing the recent Supreme Court
decision in challenging relevancy of the in-
quiry. He said he was not invoking the Fifth
Amendment.
Mr. Untermeyer issued the following
statement:
"It is the policy of CBS Inc., because of
the nature of its business, not to employ or
retain in employment members of the Com-
munist Party or of other subversive organi-
zations. Pursuant to this policy, CBS has,
since 1950, required employes to make full
disclosure of their membership, if any, in
subversive organizations as listed by the U. S.
attorney general. Mr. Louis Hartman filled
out and signed the CBS questionnaire, in
which he denied membership in the Com-
munist Party or any other subversive organ-
izations.
■- - ■
"Accordingly, until the time of the cur-
rent San Francisco hearings of the House
Un-American Activities Committee, CBS has
had no indication that Mr. Hartman was a
member of the Communist Party or any
other subversive organization. Nothing in the
content of his broadcasts in any way indi-
cated subversion or sympathy for Com-
munism.
"The questions put by the House Un-Am-
erican Activities Committee to Mr. Hart-
man indicate that the committee believes
that it has evidence of Mr. Hartman's Com-
munist Party membership activities. Mr. !
Hartman has the personal privilege of re-
fusing to answer these questions and of put-
ting to judicial test his legal right to do so.
"But the questions put by the committee
and his failure to respond, while not proof
of Mr. Hartman's Communist membership
or activities, raise a serious issue concerning
such membership and activities and require
further study by CBS within the limit of
its powers. Pending completion of such
study, we have suspended Mr. Hartman's
employment with us and shall not permit I
him further access to our broadcast facili- i
ties."
Douglas Elleson, KRON-TV program
manager, told B*T the station would keep
cameras in the hearing chamber until it
receives an order from an authoritative
source "directing us to terminate our public
service activities in this matter." When told
about Speaker Rayburn's repeated demands
that telecasting be stopped, he said, "Should
we be required to terminate our telecasts we
will request that newsreel cameras and ra-
dio also be barred. We believe we are per-
forming a useful public service and flatly i
reject any charge that televising the hearing
makes a spectacle of it."
Sunday, June 16, William K. Sherwood,
41, was found dead in his Hopkins Marine j
Laboratory at Pacific Grove, near Monterey,
Calif. Mr. Sherwood had been scheduled
to testify before the committee the next
day. Mr. Sherwood was said to have written '
a note explaining he had "a fierce resent-
ment of being televised." A friend Attorney [
Bertram Edises, of Oakland, Calif., said
the scientist became upset when he heard !
the hearings would be telecast.
Frank Tavenner, committee counsel, said
Mr. Sherwood had been subpoenaed as a
witness.
KSOO Favored for Ch. 13
FCC EXAMINER Charles J. Frederick has
issued an initial decision favoring KSOO
Tv Inc. for ch. 13 in Sioux Falls, S. D.
KSOO had made an agreement with
competing applicant, Video Independent
Theatres Inc., to reimburse Video for ex-
penses incurred in the preparation of its i
application. The agreement called for a cash
settlement of $2,939.39.
Owners of the favored applicant are
Morton H. Henkin and family. The Henkins j
own and operate KSOO Sioux Falls.
Broadcasting • Telecasting
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Discover for yourself the amazing capabilities of this precision
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GPL VARI-FOCAL's range is nearly double that of any other
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length. Its optics are fully color-corrected. And, best of all, resolution
of the entire picture area is knife-edge sharp.
Use VARI-FOCAL and see for yourself why all three major nets
use it for top programs, newscasts and commercials. Phone, write or
wire Mr. N. M. Marshall, Sales Manager, General Precision Laboratory
Incorporated, Pleasantville, N. Y.
SI DIARY OF
Broadcasting • Telecasting
June 24, 1957 • Page 69
UDatextfthM
After a big splash in Chicago
and St. Louis radio, and dramatic
parts in New York television, Del
lias come home to give all Middle
Georgia a touch of glamour, genu-
ine Southern friendliness, and just
plain charm, on her Monday
through Friday program at 11 a.m.
Her main interests ( and those of
her viewers) are people — national
celebrities, hometown folks, and
neighbors doing a job for other
neighbors. Her message "gets
through" and so will YOUR sales
message.
How would you Vke "A Date
with Del? ' Your next campaign
needs one!
MACON, GA,
National Rep.
Avery-Knodel, Inc.
GOVERNMENT CONTINUED
Craven Plan Opponents
File More FCC Comments
PROPOSALS to abandon the television
table of assignments last week met with
further objections from those concerned for
largely the same reasons already expressed:
deletion would tend toward a breakdown
in mileage separations; expose uhf outlets
to even more lethal competition; and for-
feit whatever benefits that might arise from
the Television Allocation Study Organiza-
tion whose findings will not be available for
another year or 17 months. These senti-
ments were made known to the FCC in re-
ply comments filed with the FCC last Tues-
day.
The Commission had suggested partial
discard of its five-year-old allocation plan
in favor of processing applications on an
individual case-by-case basis. While the pro-
posals included certain reservations for edu-
cational outlets and international treaty
agreements, they nonetheless had been
greeted with considerable dismay [B»T,
June 10].
Very few broadcasters had spoken well
of the plan, originally proposed by Comr.
T. A. M. Craven, with some exceptions, the
largest of which was CBS which had de-
scribed the idea as "a substantial step in the
right direction." The network cited some
apprehension such as concern for mileage
separations; but it made itself plain when it
said the plan would make "for more efficient
use of channels."
But the Assn. of Maximum Service Tele-
caster last week said "To eliminate the table
of assignments — the keystone of the great
nationwide system of television which has
come into being in five short years — on the
basis of the showing made in the comments
herein — would be a serious error." The
group, disgruntled because it had been
denied a previous petition for time exten-
sion for comments a week earlier, then re-
peated that FCC's time allotment was "in-
adequate." ft added to foregoing com-
plaints, such as insufficient protection for
uhf, that the Craven plan would also make
current FCC procedures more complicated
and time consuming.
In a survey of the comments made previ-
ous to the reply comments AMST reported
that 32 operating stations were for abandon-
ment and 45 opposed. It also noted that 21
tv station interests were for deletion with
32 against. Networks and organizations
were tabulated as five for the proposal and
two opposed.
A number of stations took an apprehen-
sive position and called on the FCC to dis-
regard all comments that went beyond the
scope of its original proposals, or otherwise
offer new rulemaking to widen the plan so
that they could reply on all the issues at
hand.
These outlets included WRBL-TV Co-
lumbus, Ga.; WBAL-TV Baltimore; WISN-
TV Milwaukee; WJHP Jacksonville, Fla.;
WESH-TV Daytona Beach, Fla.; KWK-TV
St. Louis; WNDU-TV South Bend; KGGM-
TV Albuquerque; WEWS (TV) Cleveland;
KTHV (TV) Little Rock; KIEM-TV Eu-
reka, Calif.; KBES-TV Medford, and KOTI-
TV Klamuth Falls, both Ore.; WCNS (TV)
Baton Rouge; WSPA-TV Spartanburg, S. C;
WHDH-TV Boston; and Trebit Corp.. ap-
plicant for ch. 12 in Flint, Mich.
Stations WAZL-TV Hazleton. Pa., and
KFVS-TV Cape Girardeau, Mo., asked the
FCC to maintain the "status quo" until
TASO "came forward with some solution or
proposal." So did WTVR (TV) Richmond.
Va., which said "private benefit rather than
public interest appears to influence the pro-
ponents" of the FCC's would-be rulemaking.
WLOS-TV Asheville, N. C, was against
the plan as was WEHT (TV) Henderson,
Ky., which added that the table "should not
be hastily abandoned in favor of an awkward
and inferior" system.
The Joint Council on Educational Tele-
vision insisted that the FCC suspend further
docket proceedings pending TASO's findings.
WFGA-TV Jacksonville, Fla., said deletion
"would not simplify procedures, would not
provide greater flexibility of assignments,"
and would "mark abandonment of (FCC)
allocation responsibilities."
WTVK (TV) Knoxville, Tenn., was the
only station on record for the Craven plan
among the reply comments filed at deadline.
Test of FCC Authority Looms
In New York Film Case Tomorrow
THE authority of the FCC to require com-
petitive economic information from televi-
sion film producer-distributors will be tested
in U. S. District Court in New York tomor-
row (Tuesday) when a federal show cause
order against four film companies is re-
turnable.
The show cause order was issued two
weeks ago after the four companies refused
to honor an FCC subpoena for business in-
formation requested by the network study
staff [B*T. June 17]. The four companies
are Ziv Television Programs, Screen Gems,
MCA-TV and Revue Productions.
Meanwhile subpoenas against two film
firms were withdrawn last week by FCC
Chief Hearing Examiner James B. Cunning-
ham following their submission of informa-
tion to the FCC network study staff. These
were Entertainment Productions Inc. and
Television Programs of America. A third
company. Official Films Inc., which has
agreed to furnish the desired data, was given
to July 1 to comply.
FCC Notifies Broadcasters
LETTERS have been sent by the FCC to
the American Broadcasting Network, Storer
Broadcasting Co., DuMont Broadcasting
Stations and four tv outlets calling attention
to Federal Trade Commission charges of
false ad claims against American Chicle
Co., Long Island City, N. Y., for allegedly
misrepresenting the merits of Rolaids (al-
kalizer) [B«T, May 20].
The four stations receiving the notices
were: WMAL-TV Washington, D. C;
WJW-TV Cleveland; WDSU-TV New Or-
leans, and WGN-TV Chicago. The charges
against American Chicle were based on the
FTC's special radio-tv monitoring service
which coordinates with the FCC.
Page 70 • June 24, 1957
Broadcasting • Telecasting
B,G< NEW INDUSTRIES,
RECORD EMPLOYMENT!
RETAIL SALES SOARING I
00VJN^N
BUILDING CONSTRUCTION AT NEW HIGH!
NEW CITY AUDITORIUM!
DOWM10WM1 IW «0m THROWN 1
NEW SHOPPING PLAZAS I
GROWTH
UTICA
AREA
NEW
IN PURCHASING!
Utica tied for 4th place in proportionate increase
in department store sales in 1956 among the 20
top northeastern metropolitan cities, as new
industries joined expanding "natives" to give the
Utica area the largest proportionate increase
over last year in total non-agricultural employ-
ment of all major New York State markets . . .
pushed Utica's average production wage up a
record 30% in 7 years! Utica Area Annual Retail
Sales (estimated): $352,000,000! This is real pur-
chasing power!
IN TV COVERAGE!
And WKTV matches this purchasing power with
selling power — the first television station in
Central New York to broadcast with maximum
visual power of 316,000 watts . . . equal in
strength to any VHF television station in the
United States! WKTV brings the best possible
picture with the greatest continuity of service to
the widest possible audience — both in black
and white and in color! Tell your story to this
rich market through its strongest medium —
WKTV!
WKTVJ
serving UTICA -ROME New York
Represented nationally by Donald Cooke, Inc.
7tout teCecoAt&tf cviC& maximum, vitcuzt foacv&i o£ 31 6,000 cvatU
Broadcasting • Telecasting
June 24. 1957 • Page
GOVERNMENT continued
Above-890 mc Hearing
Agenda Set For July
BROADCASTING interests will have a
chance starting next week to tell the FCC
about their space requirements in the radio
spectrum above 890 mc now that most of
the non-broadcaster witnesses have been
before the Commission.
For the first time in 1 2 years the FCC
has been holding a full scale allocation
hearing on any sizable portion of the spec-
trum, and the study of these increasingly
congested bands is expected to last into the
autumn. The hearings started in late May.
and a swarm of industrial users have since
testified at length, three days a week.
Now broadcasters and allied interests will
make their case. To date, they are prima-
rily interested in the following bands: 890-
952 mc for radio and tv aural communica-
tions; and 1990-2110, 6875-7125, and 12.-
700-13,200 mc, involving radio and tv stu-
dio-transmitter links, remote pickups, and
intercity relays. One issue of concern to
broadcasters is what position the FCC ul-
timately will take regarding the common
carrier-private operator struggle for prefer-
ential use of microwave systems.
Common carriers (telephone and tele-
graph) feel they should get almost exclu-
sive rights to the microwave portion of the
spectrum. But the Department of Justice
has stated in a letter to FCC Chairman
George C. McConnaughey. "We are of the
opinion that, by preferring common carrier
operation of such systems, competition
would be distinctly lessened and monopoly
encouraged in the manufacture, sale and
use of the communications facilities adapted
to this area of service."
The letter also said, "There is nothing in
the Communications Act to indicate that
any particular portion of the radio spectrum,
such as the microwave region, should be
turned over to the common carriers."
Chairman McConnaughey replied that
the Justice Dept.'s views will be "fully con-
sidered" and made part of the official 890
mc and above docket.
The witness list for July:
Week of July 1 — American Newspaper
Publishers Assn., National Community Tele-
vision Assn., Jerrold Electronics Corp., and
Dage Television Division.
Week of July 8— NARTB and KBMB-
TV Bismarck, N. Dak.
July 15— WMCN Grand Rapids, Mich..
and KOTI (TV) Klamath Falls, Ore.
July 22 — Raytheon Mfg. Co. and Gen-
eral Electric Co.
July 29 — The Joint Council on Educa-
tional Television, Collins Radio Co., West-
inghouse Electric Corp., and Motorola, Inc.
RETMA will be the final witness in early
September.
FCC Grants New Stations
In Ponce, Philadelphia
FCC last week announced the grant of
construction permits for a new tv in Ponce,
P. R., and a new radio in Philadelphia.
Ponce Tv Partnership was granted ch. 7
with power of 1.408 kw visual, 704 w aural
and antenna height above average terrain
of 199 ft. Ponce owners are George A.
Mayoral, William Cortada and Luis A.
Ferre. Mr. Mayoral is executive vice presi-
dent of WJMR-AM-TV and WRCM-FM
New Orleans, La.. Mr. Cortada is 359?
owner of WJMR-TV.
Lawrence M. C. Smith was authorized
900 kc, 1 kw directional antenna daytime.
Mr. Smith owns WFLN (FM) Philadelphia
and 30% of WAEB Allentown, Pa., and is
a minority stockholder in WGMS-AM-FM
Washington. D. C. Mr. Smith had pro- 1
tested the sale of WGMS to RKO Teleradio
Pictures Inc. His motion for denial of sale
approval was turned down in an initial de-
cision issued April 29 [B»T, May 6].
FCC Reaffirms KEAR Transfer;
Stockholder's Protest Is Denied
THE FCC has reaffirmed its September
1956 approval of the $500,000 sale of
KEAR (now KOBY) San Francisco by S.
A. Cisler to David Segal. A group of pre-
ferred stockholders, led by attorney Milton
Stern Jr.. had protested the sale on the
grounds they and others had contributed
$102,000 over 2V2 years to keep the sta-
tions good music format.
Mr. Cisler owned all of KEAR's common
stock and sold the station to Mr. Segal over
the protests of the Stern group. At the time
of the sale, KEAR had been forced off the
air for non-payment of $19,000 in taxes, but
began broadcasting again soon afterward.
Following the protest, the FCC scheduled
a hearing on the transfer of KEAR. The
Commission action last week upheld its grant
last September and denied the protest by
the Stern group.
FTC Charges Radio Advertiser
With False Pricing, Labeling
THE Federal Trade Commission has
charged Benjamin B. Caniglia, trading as
International Co., Fullerton, Calif., with in-
ducing customers to buy furs at regular
prices, by representing goods as bargains
offered winners of radio contests.
According to the FTC complaint, which
alleges violation of the Fur Products Label-
ing Act, Mr. Caniglia mails credit checks
to prospects with a message stating they
have won contests conducted over KBAB
El Cajon, Calif., and XERB Tijuana. Ficti-
tious pricing, labeling and invoicing irregu-
larities are charged in the complaint. Mr.
Caniglia has 30 days to file an answer, and a
hearing before an FTC examiner will take
place Aug. 14 in Fullerton.
Veteran FCC Staffers Retire
TWO veteran FCC staff employes have
wound up their government careers, each
with more than 30 years of service. Miss
Helen Marston, chief of the fm license sec-
tion of the Broadcast Bureau since 1947,
has retired. Mrs. Mary Ellen Sprague, chief
of the mail and files division in the Secre-
tary's office, leaves the Commission at the
end of this month.
USIA Gets Slashed Budget
A BUTCHERED budget for the U. S. In-
formation Agency's operations in fiscal year
1958. has been signed by President Eisen-
hower without comment. The agency, which
is the parent of the Voice of America, got
$96.2 million instead of the $144 million
originally requested by the White House
and the $106 million recommended by the j
House.
AT&T OUTLINES MICROWAVE SYSTEM
USE of broadband microwave relay fa-
cilities by the AT&T for intercity con-
nections for telephone and video traffic
is shown in this chart submitted by
Gordon N. Thayer, AT&T chief engineer,
at the current FCC hearing into alloca-
tions above 890 mc.
Each of the facilities provide one-way
channels, 4 mc or wider. At the end of
1956, Mr. Thayer said, this amounted to
143,000 miles (with over 50,000 miles
for tv services); in 1962, this will have
grown to 270,000 miles (with over 100,-
000 miles for video); and in 1967 to
550,000 miles (with 200,000 miles for
video). This growth, Mr. Thayer empha-
sized will come not only from added de-
mand for intercity services, but also be-
cause of an increasing use of microwave
radio relays for intrecity use.
AT&T Radio Engineer Francis M.
Ryan told the Commission that he fore-
saw 100,000 large city ( 1 million or over
population) AT&T customers using video
services in the 1970-80 era. These serv-
ices, he explained, included closed circuit
tv. subscriber-to-subscriber tv. and other 1957 "°2 1967
visual Services Over Bell lines. (Estimated) (Estimated) (Estimated)
end or Year
Page 72 • June 24, 1957
Broadcasting • Telecasting
Most
honorable
report :
Miami prefer
"Destination
Tokyo"
Miamians had a choice of two trips
to Tokyo one recent Sunday night from
10:00 to 12:30. Station WTVJ showed
Warner Bros.' "Destination Tokyo",
starring Cary Grant and John Garfield,
while WCKT had MGM's "Thirty Seconds
Over Tokyo", starring Spencer Tracy
and Van Johnson.
Results: a 25.4 ARB rating for the
Warner Bros, film distributed by A.A.P. ;
a 9.1 rating for the other Tokyo story,
shown during the same time period.
This kind of pulling power for
Warner Bros, features is being repeated
in market after market from coast
to coast. For rates and availabilities,
write, wire or phone
CCD:
Distributors for Associated Artists
345 Madison Ave., MUrray Hill 6-2323
75 E. Wacker Dr., DEarborn 2-2030
1511 Bryan St.. Riverside 7-8553
9110 Sunset Blvd.. CRestview 6-5886
inc.
Productions Corp.
NEW YORK
CHICAGO
DALLAS
LOS ANGELES
Broadcasting • Telecasting
June 24: 195/ • Page 73
NETWORKS
CBS-TV EXPANSION BEGINS IN HOLLYWOOD
AS STEP TWO in its long-range plan for
Television City in Hollywood, CBS-TV last
week announced the start of construction of
new facilities there to expand those built in
1951. The new additions are reported to
represent an outlay of $6-7 million.
The latest facilities consist of two new
studios, seven rehearsal halls, a new admin-
istration building and an enlargement of the
service complex, including provision for
making and storing many of the elements
required for program production. The new
studios, said to be the largest ever built for
television, will have a floor area of 14,100
square feet, 2,100 feet larger than for ex-
isting studios.
The new eight-story office building will
centralize the administrative and general
office functions of CBS-TV's west coast net-
work operations, placing in one building
personnel now separated in three locations.
The building will be surfaced with glass. It
will contain about 110,000 square feet of
floor space and will make available for
production facilities a substantial amount of
space now occupied by offices in the existing
Service Building.
The studios, designed for both black-and-
white and color broadcasting, will contain
— exclusive of the 1 4,000 square feet of floor
area — such adjuncts as directors' booths,
sound effects rooms, control rooms, technical
work and storage areas, on-stage dressing
rooms for quick wardrobe changes during
shows, rooms for directors' conferences with
cast and crews during rehearsal, and viewing
room for sponsors and their agency repre-
sentatives.
The network said that rehearsal halls,
ranging in size from approximately 3,700
to 6,000 square feet, will "eliminate the
present impractical necessity of leasing ad-
ditional halls outside of Television City for
ON-SITE inspectors as work gets un-
derway on expansion of CBS-TV's
Hollywood Television City are
Howard Meighan (1), vice president
in charge of the Western Div., and
Frank Michal of the network's Prod-
uction Services Div.
preliminary rehearsal before cast and crew
move into broadcast studios."
The new construction, according to CBS-
TV, will also include an enlarged complex
of wardrobe, makeup, hairdressing and
dress rooms; new areas for film services
and tape storage; viewing rooms for watch-
ing shows on the air or by closed-circuit
showings; an escalator— said to be the first
installed specifically for this purpose —
which will take actors from the ground
floor, where the makeup-wardr6be-hair-
dressing room complex is located to the
first-floor studios. The construction is ex-
pected to be finished by late 1958.
CBS-TV said the expansion was under-
taken to accommodate the increase in pro-
gramming load since the original plant was
built in 1951, adding that the extra space
requirements of such programs as Playhouse
90 and Climax, plus the future requirements
of the CBS-TV program schedule, are re-
flected in the new construction plans.
The new studios and offices will be inte-
grated with the existing ones as part of a
master plan devised by Pereira & Luckman,
Los Angeles architects. The original 15-
acre plant, dedicated in 1952, was built at
a reported price of $12 million. It is en-
visaged that Television City ultimately will
encompass 25 acres, with expansion of
facilities as required and will represent a
total cost of about $50 million.
Mentholatum, Star-Kist Sign
$1.5 Million NBC-TV Schedules
NBC-TV reported last week it has boosted
its daytime gross billing by $1.5 million in
signing new advertising schedules for Men-
tholatum Co., through J. Walter Thompson,
New York, and Star-Kist Foods Inc., via
Honig-Cooper Co., Los Angeles.
Mentholatum will sponsor second quar-
ter-hour segments of The Price Is Right
(Monday-Friday, 11-11:30 a.m. EDT),
Bride And Groom (Monday-Friday, 2:30-
3 p.m. EDT, starting July 1 ) and Comedy
Time (Monday-Friday, 5-5:30 p.m. EDT)
on alternate Fridays for 26 weeks starting
Oct. 11. Mentholatum also has signed for
the second quarter-hour of The Price Is
Right and the first 15-minute period of
Queen For a Day (Monday-Friday, 4-4:45
p.m. EDT) on alternate Fridays for 26
weeks starting Oct. 14.
Star-Kist will sponsor the first quarter-
hour segment of Tic Tac Dough (Monday-
Friday, 12-12:30 p.m. EDT) on alternate
Fridays over a 13-week period starting Aug.
16.
CBS Signs Half Million
In New Business, Renewals
CBS RADIO contracted last week for
$500,000 worth of new business and re-
newals, it is to be announced today (Mon-
day) by John Karol, vice president in charge
of network sales.
A. E. Staley Mfg. Co., Decatur, 111.,
bought a weekly quarter-hour of CBS radio's
Arthur Godfrey Time. The contract, for 52
weeks beginning July 19, was arranged
through Ruthrauff & Ryan.
Cowles Magazines for Look Magazine
purchased two segments of Amos V Andy
June 26 and 27 through McCann-Erickson.
General Foods Corp. for Baker's Instant
Chocolate, signed to sponsor a weekly quar-
ter-hour simulcast of Arthur Godfrey Time
beginning July 9. Agency is Young & Rubi-
cam.
Campana Sales Co., Batavia, 111., renewed
sponsorship of a weekly segment of the
Robert Q. Lewis Show. Contract for 13
weeks beginning July 13 renews Campana's
Saturday sponsorship. Agency is Erwin,
Wasey Co.
MBS Details Rates
Under Revised Format
PRICE schedule for participations in
Mutual's new hourly newscasts — and in
other elements of the network's new,
•essentially music-and-news format that went
into effect June 2 — was disclosed officially
last week.
In the new format, Mutual turned most
of its programming over to its affiliates for
local sale and is concentrating its own
basis sales efforts on (1) the five-minute
newscasts carried every hour on the half-
hour, and (2) the mystery strip which fills
the 8:05-8:30 p.m. period Monday through
Friday. In addition, it is continuing certain
sponsored programs that were carried under
the old format and have renewed under
the new; is selling sportscasts and similar
special events (the baseball Game of the
Day, for example), and is offering other
time periods in tailor-made packages sub-
ject to affiliate clearance if sold.
On and around the network newscasts,
three types of purchase are available: the
five-minute news program itself; a 20-
second spot announcement following the
newscast, and a eight-second ID after that.
For "premium" newscast times — 9:30 and
10:30 a.m., and 12:30, 1:30, 5:30, 6:30 and
7:30 p.m. — the full five-minute rate is $750,
the 20-second announcement costs $300,
and the eight-second ID charge is $150, all
figures covering both time and talent. On
all other newscasts on the half-hour, the
comparable rates are $500, $200 and $100,
respectively, except that they're reduced by
approximately 50% in the case of the 2:30,
3:30 and 4:30 p.m. newscasts during the
summer months when Mutual carries Game
of the Day and these newscasts accordingly
go only into non-basball areas.
Another exception is the 7:30 and 9:30
p.m. newscasts, which are handled by Gab-
riel Heatter and have an additional pre-
mium charge attached. These cost $1,000
per broadcast, time and talent.
Approximately 70% of the available
newscasts already have been sold — a total
of 81 out of 114 per week — and officials
say they expect a complete sell-out within
a few weeks [Closed Circuit, June 17]. In
addition they look for a reasonably early
sell-out of the 20- and 8-second announce-
ments following the newscasts.
The mystery strip in the 8:05-30 p.m. spot
Page 74 • June 24, 1957
Broadcasting • Telecasting
PERSONNEL RELATIONS
Monday through Friday is being offered at
$748 per five-minute period, but may be
bought in longer segments (rates on request).
The rate details were outlined in a book-
let issued by the network last week to pro-
mote its new format to advertisers and
agencies. The booklet, titled Triple Adver-
tising Plan (TAP), stresses that in the time
period which Mutual reserves for network
sales, the new affiliation contracts assure
MBS advertisers of getting "automatic clear-
ance of all markets under contract" — and
that almost 400 affiliates have already signed
the new agreements.
The "triple advantages," the booklet
points out, are that the news-and-music
format offers "programming based on the
things radio does best"; that network adver-
tisers get "automatic station clearance and
market penetration," and that the plan offers
"flexibility of advertising unmatched in
broadcast history," with opportunities for
large, small, seasonal and all other adver-
tisers according to their respective needs.
CBS Radio Promotes Kaylin
EDWARD KAYLIN, associate director of
sales presentations for CBS Radio, also will
assume the duties of administrative man-
ager of the advertising and sales promotion
department effective immediately, it was an-
nounced last week by Louis Dorfsman, di-
rector of advertising and sales promotion
for CBS Radio. Mr. Kaylin will supervise
and co-ordinate departmental operations
including budget, personnel, media and al-
lied matters in addition to continuing his
duties in sales presentation.
Draper Slated For CBS Radio
CBS RADIO, in a continued bid for the
teenage audience, today (Monday) is to
announce a new 25-minute program star-
ring recording star Rusty Draper. The show
will be heard weeknights following the 8:35
p.m. news starting July 1. Mr. Draper has
achieved success with the younger set with
such fast-selling records as "Whispering,"
"Lazy River," and "Shifting Sands," CBS
stated.
'Monitor' Billings Up 35%
For This Over Previous Year
A TOTAL of $3,300,000, representing an
increase of 35% in net billings over the
previous year, was spent by advertisers dur-
ing the second program year of Monitor,
NBC Radio's weekend service, according to
Matthew J. Culligan, vice president of the
radio network.
Mr. Culligan pointed out that Monitor
has had more than 80 advertisers since its
inception in June 1955 and that the roster
has been increased by 21 new accounts
since the beginning of this year. During the
two-year period a total of 10,485 participa-
tions have been sold.
"Monitor's success is positive proof of the
fact that a major portion of radio listening
is out-of-the-living-room and out-of-home,"
Mr. Culligan said. "Conventional surveys
fail to adequately measure this large por-
tion of the radio audience since America
is primarily a nation on the move. Masses
of people have radios with them wherever
they go. . . . The average American family
has an average of three radios, including
car radios," he noted.
Lewis Reports Memorial Funds
FULTON LEWIS JR.. MBS commentator
(Mon.-Fri. 7-7:15 p.m. EDT), said last week
that over $100,000 in listener contributions
have been recorded in behalf of his broad-
cast campaign for the McCarthy Memorial
Fund. Mr. Lewis established the fund im-
mediately following the death last month
of Sen. Joseph R. McCarthy (R.-Wis.).
WYATT
HEDE
FITZGERALD
COX
MESIBOV
Top Personnel Changes
Announced by ABC-TV
ABC-TV announced a number of top per-
sonnel changes last week. Eugene C. Wyatt,
national program sales manager of ABC-
TV has been promoted to national sales
manager for the network. Henry Hede has
been named eastern sales manager and John
Fitzgerald becomes director of sales service
for ABC-TV. Mr. Hede has been business
manager of network sales and Mr. Fitz-
gerald assistant business manager.
Effective July 15, Henry W. Cox, radio-tv
programming manager at General Mills Inc.,
will re-join ABC-TV as national program
sales manager; and effective today, Sid
Mesibov, public relations director for Televi-
Broadcasting • Telecasting
sion Bureau of Advertising, becomes direc-
tor of special exploitation projects.
Mr. Cox' appointment will be formally
announced today by Mr. Wyatt. Mr. Cox
was with ABC from 1944-1951 as pro-
duction manager, resigning that year to join
General Mills. He has also been with World
Broadcasting Co.
Mr. Mesibov's move to ABC is the third
in a. series of switches from TvB to the net-
work. Earlier, Oliver Treyz, TvB presi-
dent, left to become vice president of ABC-
TV, and Eugene Accas followed suit, leav-
ing TvB to become the network's adminis-
trative vice president. Before joining TvB
in 1955 Mr. Mesibov was exploitation direc-
tor for Paramount Pictures and advertising-
publicity manager for Warner Bros. Theatres
in Philadelphia.
WPIX (TV), IBEW Revise Pact
After 7-Hour Strike June 15
WPIX (TV) New York was struck June
15 by 33 engineer-technicians, belonging
to Local 1212, International Brotherhood
of Electrical Workers, and the station re-
mained off the air from sign-on at 12:07
p.m. until 7 p.m. that day when tentative
agreement was reached on a new two-year
contract. The principal commercial pro-
gram cancelled was the telecast of the New
York Giants baseball game. The station
was operated by supervisory personnel
from 7 p.m. to 9:30 p.m., when the agree-
ment was ratified by members and the
workers returned to the job. Though WPIX
would not reveal the terms of the settle-
ment, a spokesman for the union told
B»T the new contract provides a three-
year escalator wage formula, ranging from
$92.50 to $172.50 (up from four-year esca-
lator of $85 to $165 in old contract); eight-
hour day including "reasonable time for
appropriate meals" (from nine-hour day,
including one-hour meal period); and vari-
ous fringe benefits, including increase in
length of severance pay, definition of job
assignments and provision for re-negotia-
tion of contract if the station uses color tv
equipment or video tape.
CBS Labor Problems Aired
Before Both NLRB and Court
CBS Inc.'s case against Local 1212 of the
International Brotherhood of Electrical
Workers arising out of the abortive WCBS-
TV New York "Tony" awards telecast last
April 21, came up for two separate hearings
Wednesday in New York.
The National Labor Relations Board be-
gan the first session. Both sides of the juris-
dictional dispute concerned lighting as-
signments on tv remotes [B«T, April 29,
et seq.]. Although IBEW asked I. L. Broad-
win, NLRB hearing officer, for a postpone-
ment (on grounds that the electricians union
was scheduled that same day to appear in
Federal Court to contest NLRB's motion
for a temporary injunction against Local
1212), Mr. Broadwin declined to wait.
Harold P. Spivak, counsel for Local 1
of the International Alliance of Theatrical
Stage Employes, was granted a motion to
make IATSE a party to the NLRB hearing.
Later. NLRB went before Judge Archie
Dawson, Federal Judge sitting in the South-
ern District of New York, to argue a mo-
tion for injunction. William C. Fitts Jr.,
CBS vice president in charge of labor rela-
tions, appeared as a witness. Counsel rep-
resenting CBS were Emanual Dannett of
McGoldrick, Dannett. Horowitz & Golub,
and E. Thayer Drake, a CBS attorney. Rob-
ert Silagi was counsel for IBEW.
AFTRA Raps L. A. Agency
THE LOS ANGELES chapter of AFTRA
has put Action in Advertising. Los Angeles
agency, and Leonard Robins, agency prin-
cipal, on its unfair list. The union charges
that the agency has paid AFTRA members
"substantially less than scale" for theL serv-
ices, amounting to $10,000 to $13,000 in
underpayments in a period of 21 2 years.
June 24, 1957 • Page 75
i>tr ft*
HERALDS A
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fttr ftpUtn'fi squires, THE
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WSAU-TV is a good buy.
fttr ftpUPtt invites you to
"round-table-it-up" with the
MEEKER MEN for this vi-
tal, fast moving, fact reveal-
ing presentation.
FILM
Schubert, Weintraub
Form Telestar Films
ESTABLISHMENT of Telestar Films Inc..
New York, to engage in production and
distribution of films to television and in the
acquisition and management of television
and radio stations was announced jointly
last week by Sy Weintraub, formerly execu-
tive vice president of Flamingo Films, and
Bernard Schubert, an independent producer
and distributor of tv films.
Mr. Schubert will be chairman of the
board of the new company and Mr. Wein-
traub will be president. Headquarters of
MR. SCHUBERT
MR. WEINTRAUB
WAUSAU, WIS.
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP.
Telestar Films has been set at 509 Madison
Ave., New York.
Mr. Weintraub told a news conference in
New York that Telestar has up to $12 mil-
lion available to it from private financing to
acquire film properties, radio and tv sta-
tions, expand into other phases of show busi-
ness, including production of theatrical films
and Broadway shows. The company, he
said, also plans to sign star performers to
long-term contracts and obtain literary prop-
erties for projected tv film series, legitimate
productions and feature films.
Bernard L. Schubert Inc. will remain in-
tact as a corporate entity, according to Mr.
Schubert, but hereafter all production and
distribution will be handled by Telestar.
The latter company will take over the pro-
duction and distribution of the new half-hour
tv film series which currently is being filmed
in East Africa and will assume distribution of
Mr. Schubert's properties, including Topper,
Mr. & Mrs. North, Crossroads, and Tv
Reader's Digest, and totaling 400 programs.
Mr. Weintraub is owner of WKIT Min-
eola. L. I., and holds a 20% interest in
KMGM-TV Minneapolis. He said he is in
the process of signing over his interests in
the stations to Telestar. There are several
tv outlets the new company is "interested
in," Mr. Weintraub reported, but declined to
specify them at this time.
Disney Sees $30 Million Gross
In 1957; Cites Tv's Stimulus
WALT DISNEY Productions, Hollywood,
should gross about $30 million from its
varied activities, including television, Roy
Disney, president of the company, reported
last week while in New York on a business
trip.
Mr. Disney stressed that motion pictures
remain the main concern of the company
although television has proved to be "a stim-
ulant" for other phases of the company's
operations. He credited it with having
prodded Disney's production staff into creat-
ing "new ideas, new stories, new production
methods"; having enlarged the company's
talent pool, with such tv personalities as
Tommy Kirk and Kevin Cocharan of the
ABC-TV "Mouseketeers" segment moving
into theatrical films and having heightened
interest in Disney feature films.
Mr. Disney reported that tv yielded about
$7 million of the company's 1956 gross of
$27 million, while motion pictures accounted
for $15 million and merchandising about
$5 million. He said Disneyland Amusement
Park is not covered, since it is kept on the
books as a separate corporation. Mr. Disney
expects Walt Disney Productions to gross
about $30 million this year.
The company, he asserted, is "definitely
not" planning to sell its old features to tele-
vision. He said that "entertainment is our
business, and we are not going to let some-
one else market it." Mr. Disney said no de-
cision has been made on pay television.
Hal Roach Promotes Koenig
To Vice President for Sales
EDWARD L. KOENIG JR. last week was
appointed vice president in charge of sales
for Hal Roach Studios. Culver City, Calif..
it has been an-
nounced by Hal
Roach Jr. presi-
dent.
Mr. Koenig has
been with Roach
Studios since 1954
and has served
successively as gen-
eral sales manager
and executive as-
sistant to Mr.
Roach. Prior to his
affiliation with the
Roach Studios. Mr.
Koenig was vice president of the Vitapix
Corp., and since the recent alliance of that
organization with Roach has continued on
that group's board of directors. In the
past he has held positions with Young &
Rubicam and BBDO.
NTFC to Meet in New York
NATIONAL Television Film Council will
hold a "Keep 'Em in the East" meeting at
the Hotel Delmonico in New York Thurs-
day, with film producer-director Elia
Kazan as the main speaker. The luncheon
meeting will be attended by producers, ad-
vertising agency personnel, heads of the
various motion picture crafts and others in-
terested in keeping film production (mainly
of commercials) on the East Coast. Mr.
Kazan, who has produced motion pictures
in both New York and Hollywood, will tell
NTFC why he prefers to produce in the
East, the advantages accruing from this and
the differences in filming in the two cities.
Comedian Joey Adams will serve as toast-
master at the luncheon.
Page 76 • June 24, 1957
Broadcasting • Telecasting
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731 ' Ideco guyed tower with
triangular top platform, 1 05'
long on each side, supports
three RCA antennas: TF-1 2BH
for WAAM, TF-1 2BH for
WBAL-TV, TF-6AL for WMAR-
TV. The structure is designed
for a uniform wind loading of
70 lbs. per square foot. Ob-
struction light control panels
are located in all three trans-
mitter buildings.
Catwalk along each
side of top platform
will make microwave
dishes easy to reach.
LATEST EXAMPLE OF TOWER LEADERSHIP
This Ideco-developed triple antenna "candelabra" tower, going up at Balti-
more, saves each station on land cost . . . enables each station to utilize the
area's best tower location . . . simplifies air space clearance problems.
It's a new achievement in tower engineering by the creators of the only dual
candelabra design . . . still another first in Dresser-Ideco's record of antenna
tower innovations.
When advances like this in tower design and construction continue to come
from but one source, there's but one conclusion . . . Dresser- Ideco has the
know-how to solve your tower problems.
So whether it's a complex candelabra ... a head-in-the-clouds structure
... or a more usual tower . . . you can look to Dresser-Ideco today to make
your tower dreams a reality tomorrow.
Plan now to talk tower with Dresser-Ideco or your nearest RCA Broadcast
Equipment representative.
DRESSER-IDECO COMPANY
DEPT. T-10 • COLUMBUS 8, OHIO
Branch: 8909 S. Vermont Ave., Los Angeles 44, Calif.
TALL OR SHORT . . . FOR TV, MICROWAVE, AM, FM . . . IDECO TOWER "KNOW-HOW" KEEPS YOU ON THE AIR
Broadcasting • Telecasting
June 24, 1957 • Page 77
FILM CONTINUED
MR. SKOURAS
MR. HENDERSON
MR. MICHEL
MR. KOEGEL
Four From Fox Join
NT A Network Board
APPOINTMENT of four top executives
of 20th Century-Fox Corp. to the board of
directors of the NTA Film Network was
announced last week by Ely A. Landau,
president of the network. New board mem-
bers from Fox are Spyros Skouras, presi-
dent of the motion picture company;
Donald Henderson, treasurer; William C.
Michel, executive vice president and Otto
Koegel, chief attorney. The four NTA board
members, in a total eight man board which
has not yet designated a chairman, are Mr.
Landau; Oliver A. Unger, executive vice
president; Harold Goldman, vice president
and director of sales; and Edythe Rein, vice
president.
Twentieth Century-Fox obtained 50% of
the outstanding stock of the NTA Film Net-
work from the parent company, National
Telefilm Assoc., on Oct. 29, 1956, when
NTA acquired tv rights to a large number
of feature films from the Fox library. The
film network has been operating since Oct.
15, 1956, and on a commercial basis since
last April with a one-and-one-half hour
presentation, called Premiere Performance,
using a Fox feature film on 134 tv stations.
The network revealed last week that an
estimated $135,000 a week was spent to
promote and advertise Premiere Perform-
ance, during the first month of the series.
Martin Roberts, NTA promotion director,
based the approximate expenditures on a
questionaire sent to affiliated stations cover-
ing breakdown of advertising and promo-
tional efforts. According to Mr. Roberts,
the stations spent $368,850 on local pro-
motion and $154,907 on advertising. The
latter figure covered $90,772 for co-op ad-
vertising and $64,000 for national adver-
tising by the NTA Film Network.
advertisers with rapidly changing
market-by-market problems are
as a basic advertising medium
Alan c. Garratt, Advertising Manager of the ACC Division ("PALL
MALL" and "HIT PARADE" cigarettes) of the American Tobacco Company,
puts it this way: "Introducing HIT PARADE cigarettes to a mass audience
in a highly competitive field is a major advertising problem. Thanks
especially to BBD&O and Spot Radio and Television, we have cracked the
country, market by market. The stations
represented by NBCSpot Sales played a big |
part in the promotion of our new brand.
(3
Trendex Reports Double Audience
For NTA's 'Premiere Performance'
NTA Film Network announced last week
that Premiere Performance, the network's
weekly presentation of 20th Century-Fox
feature films, nearly doubled its share of
audience in June as compared with the pro-
gram's debut in April. The network based
its conclusion on the latest 15-city Trendex.
The report showed, NTA Film Network
said, that Premiere Performance received a
40.3 share of audience in June, as against
22.1 share of audience in April. The rating
for the presentation rose from 10.1 in April
to 11.3 in June. Jay Schiller, director of
research for the network, pointed out that
although the Trendex report for the first
week of June showed that the sets-in-use
figure had dropped to 28.1 from 45.9 in
April, the rise in share-of-audience and
rating figures "clearly points up the strong
following Premiere Performance has devel-
. oped in two months."
The weekly presentation is carried on 134
stations under the sponsorship of Warner-
Lambert Pharmaceutical Co., Old Golds.
Sunbeam Corp. and Hazel Bishop.
NTA Asks SEC Sanction
Of $5 Million Note Issue
NATIONAL Telefilm Assoc.. New York,
announced last week it has filed a registra-
tion statement with the Securities & Ex-
change Commission covering a proposed of-
fering of $5 million of 6% sinking fund
subordinated notes, due June 15, 1962, with
common stock purchase warrants attached
and of 350,000 shares of common stock to
be placed for sale at par value. The under-
writing group is headed by Cruttenden.
Podesta & Co.. Chicago; Cantor, Fitzgerald
& Co.. Los Angeles, and Westheimer & Co.,
Cincinnati.
According to the registration statement,
proceeds from the offering are to be used
substantially as follows: about $5 million to
retire indebtedness to lenders and others, the
greater portion of which was incurred for
film acquisitions and the remainder for gen-
eral corporate purposes: the balance is to be
added to working capital and used for gen-
eral corporate purposes, including repur-
chases of participations in film exhibition
contracts. Last November NTA entered into
an agreement with 20th Century-Fox Corp.
for the acquisition of 390 feature films over
a period of several years at a minimum pay-
ment of $30 million.
RKO Tv Signs With Nielsen
For Research-Rating Service
A CONTRACT was signed last week by
RKO Television for full national research
and rating tv facilities of A. C. Nielsen Co.
[Closed Circuit. June 17]. According to
RKO Tv. it is the first commercial program
package producer to be so serviced.
Robert Manby. RKO Teleradio Pictures
Inc. vice president in charge of RKO Tv,
said Nielsen services will be used as guides
in tailoring programming to the specific
needs of prospective clients.
Provided will be cumulative audience
Page 78 • June 24, 1957
Broadc asting
Telecasting
in Rochester, N. Y.
is Channel 10 with
* 15 of the Top 16 Favorite
TV Programs!
in every category !
Comedy, Mystery, Drama, Juvenile
Western, Quiz, Variety, Serial, Network News,
Local News & Weather and Sports!
in the Morning Six days out of Seven !
SHARE OF AUDIENCE 60%
in the Afternoon Five days out of Seven !
SHARE OF AUDIENCE 53%
in the Evening Seven days out of Seven !
SHARE OF AUDIENCE 58%
and . . . out of 459 competitive weekly quarter-hours in Rochester,
Channel 10 rates FIRST 277 times plus 6 first-place ties!
NATIONAL REPRESENTATIVES:
THE BOLLING CO. WVET-TV
EVERETT-McKINNEY WHEC-TV
'LATEST ROCHESTER TELEPULSE SURVEY MARCH 1957
ROCHESTER, NEW YORK
Broadcasting • Telecasting
June 24, 1957 • Page 79
WROV
your
best buy
in ROANOKE!
FILM
CONTINUED
THE RATES
AND
RATINGS!
New '57 Pulse shows WROV first in
Roanoke from 5 pm to midnite with
38% average share of audience; second
from 5:30 am to 5 pm with 23% share
of audience. Compare rates and you'll
put your money on WROV, Roanoke's
red-hot station for "pop" music, sports
and sell-appeal personalities.
exclusive!
complete Dodgers' baseball!
represented by Burn- Smith Co., Inc.
WROV
ROANOKE • VIRGINIA
Burt Levine, president
1240 on your dial
figures, audience composition, audience
characteristics, costs-per-thousand viewers,
audience frequency (in and out tuning) and
minute-by-minute program analyses. "But
more importantly," he said, "we are now
in a position to utilize to best advantage ihe
unpublished, specialized research material
that Nielsen offices gather but make availa-
ble to clients only on specific request. We
have full rights to these figures."
RKO Tv proposes for its programming
future to select a few properties geared io
fit specific needs of prospective network Iv
advertisers. These would be developed up
to the "pilot film point," with prospective
advertisers then asked to join RKO Tv and
its cooperating producers in pre-production
development of the pilot and the projected
series [B«T, May 27].
Cott Resigns Dumont Post
To Join Natl. Telefilm Assoc.
APPOINTMENT of Ted Cott, vice pres-
ident and general manager of the DuMont
Broadcasting Corp. for the past two and a
half years, to the executive staff of National
Telefilm Assoc.,
New York, is be-
ing announced to-
day (Monday) by
Ely A. Landau,
NTA president.
In his new post.
Mr. Cott will di-
vide his time be-
tween general ex-
ecutive duties and
the development of
new tv program
properties for the
film distribution
report directly to Mr.
MR. COTT
company. He wil
Landau.
Mr. Cott has been associated with the
broadcasting industry for more than 20
years. At DuMont Broadcasting, he served
as general manager of WABD (TV) New
York. WTTG (TV) Washington, the Du-
Mont Sports Network and its closed-circuit
division. Earlier he had been for five years
with NBC as vice president and general man-
ager of WRCA-AM-TV New York and oper-
ating vice president of its radio network.
Statement by Wolper Asserts
Flamingo Films Not Being Sold
FLAMINGO Films, New York, last week
denied reports that its company was to be
sold to Continental Thrift Co., Los Angeles
financing firm [B»T, June 17], explaining
it has acquired controlling interest in Con-
tinental Thrift of Los Angeles and in Con-
cord Securities Inc., a New York brokerage
company.
David L. Wolper, executive vice presi-
dent of Flamingo, said his company, through
Essex Universal Corp., which operates
Flamingo, has acquired Continental Thrift
and Concord. He maintained that Flamingo
will continue in the television film business
with Joseph Harris as president.
The misunderstanding centering around
Flamingo's future apparently arose when
Sy Weintraub, who had been Flamingo'.',
executive vice president, disclosed he had
sold out his interest in the company and
formed an association with Bernard L.
Schubert (see separate story, p. 76). Mr.
Wolper called reports about Flamingo's sale
"absolutely false." but his disclaimer was
not made public until last week.
He pointed out that Kellogg Co. has
sponsored Flamingo's half-hour tv film
series. Superman, since 1952 on a national
basis and has renewed this series for next
season. A new Flamingo serial, O.S.S., has
been sold on an alternating week basis to
the Mennen Co. for showing on ABC-TV
(Thurs.. 9:30-10 p.m.). starting Sept. 27.
Mr. Wolper noted that Pillsbury Co. has
signed to sponsor Stars of the Grand Ole'
Upry on a 40-market basis and the show
will be syndicated in other cities throughout
the country.
Keever, Cinader Elected V.P.'s
At Calif. Natl. Productions
ELECTION of H. Weller (Jake) Keever and
Robert Cinader as vice presidents of Cali-
fornia National Productions is being an-
nounced today (Monday) by Robert D.
Levitt, president of the NBC subsidiary.
They become the only vice presidents among
CNP's operating executives.
Mr. Keever six years ago joined NBC
Television Films (now a CNP division) as
a salesman, became national sales manager
two years ago and last August was named
MR. KEEVER
MR. CINADER
director of sales. Mr. Cinader, after five
years as a film specialist with William Mor-
ris Agency, moved to CNP last September.
Glassley to All-Scope Pictures
CHESTER GLASSLEY, formerly presi-
dent of Five Star Productions, named as-
sociate producer
and assistant to
president of All-
Scope Pictures.
New York, com-
mercial film divi-
sion of TCF-TV,
subsidiary of 20th
Century-Fox. Other
additions to All-
Scope's staff are
Penrod Dennis,
production coordi-
nator, formerly
with Young &
Rubicam, New York; Joseph Orlando, as-
sistant to Mr. Glassley, formerly of Five
Star and Howard French, editorial assistant,
previously with Five Star.
MR. GLASSLEY
Page 80 • June 24, 1957
Broadc v s t I n g
Telecasting
WRGB
SCHENECTADY-
ALBANY-TROY,
NEW YORK
CHANNEL 6
NOT LOCAL
REGIONAL
MAINE
A prestige station that delivers the advertisers message
to a maximum audience in a vital market
America's Pioneer Television Station serves Eastern New York and Western New England. Meet-
ing our responsibilities, we deliver the finest in programming to more than half a million families in this
prosperous region. Thousands depend completely on WRGB's V-signal — their only source of television, s
WRGB, Channel 6 Represented nationally by NBC SPOT SALES
STATIONS
LATERAL SHOWS MAKE BOW ON WBC
• Five Westinghouse stations to air 'Program PM' tonight
• Texaco becomes first sponsor on independent format
A CONCEPT in programming designed to
put new zip into nighttime radio will be
launched tonight (Monday) by Westing-
house Broadcasting Co. on five of its six
radio stations.
Within hours after last week's announce-
ment of the plan, called "lateral program-
ming," WBC officials also reported their
first sale in the new programming set-up:
Texas Co., through Cunningham & Walsh,
New York, signed for 20 to 28 announce-
ments per week in the lateral programming
of three WBC stations. As part of its re-
entry into nighttime radio (story page 33),
Texaco will underwrite 20 announcements
weekly on WBZ Boston, 28 a week on
KYW Cleveland, and 20 a week on KDKA
Pittsburgh.
Lateral programming is a structure con-
sisting of two hours of programming each
night, seven nights a week, with the same
theme running through every show but with
a different aspect of that theme in every pro-
gram. Thus, the theme, "Behind the Scenes,"
will involve behind-the-scenes explorations
throughout, but the areas to be explored will
be scheduled consistently, so that listeners
will know what the subject matter of any
given time period is to be. The name of the
laterally programmed material is Program
PM on all five stations, and though the
starting time may vary from station to sta-
tion, all five will carry it within the 8-11
p.m. spread.
Details were spelled out at a news con-
ference in New York last week by WBC
President Donald H. McGannon, National
Program Manager William J. Kaland, who
was credited with creating the concept, and
A. W. Dannenbaum Jr., sales vice president.
WBC officials also made presentations to
William Esty Co., Young & Rubicam, and
Benton & Bowles, as well as to Radio Ad-
vertising Bureau, and plan similar showings
to other leading agencies.
Program PM will be predominantly local
in each case — that is, each station will orig-
inate its own shows and have its own per-
sonality in charge — but some WBC group-
produced, special segments will be available
to all five stations. These include "Music
Beat," a quarter-hour program with Jerry
Marshall, popular New York disc jockey,
probing behind the scenes in the lives of top
entertainers; one by Milt Gabler, head of
artists and repertoire for Decca Records,
presenting background developments in the
popular music field, and "Behind the Scenes
in Washington" reports by Rod MacLeish,
head of WBC's Washington bureau.
WBC officials cite as typical of the local
originations in Program PM such shows as
"Downtown Playbill," recreating shows that
are running or have run recently in the local
legitimate theatres; "Almost Forgotten," in-
terviews with formerly famous local people,
telling where they are now and what they
are doing; "Just Kiddin'," presenting young-
sters discussing adult matters; "Con' Men I
Have Known," dealing with local swindlers
and produced in cooperation with the Better
Business Bureau; "Music From City Hall,"
with mayors playing their favorite records;
"Press Conference," presenting interviews
with visitors to the city, and "Traffic Court,"
tape pickups of court proceedings.
Mr. McGannon said Program PM is an
extension of the radio stations' policy which
became dominant when they disaffiliated
from NBC about a year ago, of emphasizing
news, well-produced good music, and serv-
ice. He said WBC staked its radio future on
the decision to operate its stations as inde-
pendents, but that on the basis of experience
since then "we think we used the right judg-
ment."
Actually, he said, the nighttime radio
problem is "largely psychological" in that
agencies and advertisers have written off
radio on the erroneous assumption that, at
night, "everyone is watching tv." The fact
is, he said, that "every year since 1950,
nighttime radio listening has increased stead-
ily until now, at any given time in the eve-
ning, about one radio home in five is listen-
ing to radio.
"On a weekly cumulative basis, there are
very close to as many homes listening to
radio at night as there are watching televi-
sion. When you allow for additional out-of-
home listening, the comparison is even more
APPROVAL of Westinghouse Broad-
casting Co.'s new "lateral program-
ming" concept is registered by Cun-
ningham & Walsh agency representa-
tives of Texaco, first sponsor signed
for Program PM beginning on WBC
stations tonight. Signing the contract
are (1 to r) Jeremy Sprague, time-
buying supervisor, and Jack Bray,
timebuyer, both of Cunningham &
Walsh, New York; Don Frost of Pe-
ters, Griffin, Woodward, WBC na-
tional representative, and Bill William-
son, sales manager for WBZ-WBZA
Boston-Springfield.
Page 82
June 24, 1957
favorable for radio. This is a magnificent
opportunity for the broadcaster who can
supply imaginative, stimulating program-
ming designed to fit present needs. It is an
even greater opportunity for the advertiser
to reach this large audience when it is un-
hurried and free from distraction."
Mr. McGannon said that before settling
on lateral programming WBC considered
several other possibilities for offsetting the
slump in nighttime radio business, including
50% cuts in evening rates. But rate cuts
are unnecessary, he said, if the product is
priced right in the first place and offers ad-
vertising effectiveness. "If you don't like the
merchandise at $100," he said, "chances
are you still won't buy at $50."
While Program PM will be carried by five
of WBC's six radio stations, Mr. McGannon
said the sixth, WIND Chicago, was excluded
because WIND already has been "pre-
eminently successful" in reaching audiences
and selling advertisers — night as well as day
— through its longtime music-news format.
The five carrying it are WBZ-WBZA Boston-
Springfield, Mass.; KYW, KDKA, WOWO
Fort Wayne, and KEX Portland, Ore.
Petry Rate Cut Plan
Gets Mixed Reactions
OFFICIALS of Edward Petry & Co., repre-
sentation firm spearheading the drive to have
radio stations drop their nighttime prices to
one-half of daytime charges [B*T, April 22,
et seq.], said last week they have received
both favorable and unfavorable reactions,
but that they welcome the "controversy."
Asked for a progress report on what the
Petry firm calls its "Crusade for Nighttime
Radio," William B. Maillefert, vice president
in charge of radio, asserted:
". . . The important thing to remember
is that the state of nighttime spot radio is
an industry problem rather than an individ-
ual station problem. Our original aim was,
and still is, to focus advertisers' attention
in a dramatic way on nighttime radio, since
it was being overlooked.
"Therefore, the controversy that our
'Crusade' has bought about is welcome, be-
cause it is bound to heighten advertiser in-
terest. Obviously, maintenance of present
coast-to-coast nighttime spot rates could not
be the answer since only a few stations in
the top markets were getting any appreciable
amount of national nighttime revenue."
He pointed out that when the Petry or-
ganization launched its "Crusade," some
leading stations already had pegged night
rates at half of daytime — "But not enough
to cause any appreciable advertising ripple."
Since then, he continued, others have adopted
the 50% rates for evening time and "still
others will do so in the near future."
In planning their fall schedules, Mr.
Maillefert said, advertisers "can certainly
count on repriced rock-bottom economical
night spot radio in most markets."
He said the Petry company has "had di-
rect criticism, naturally all favorable from
agencies and advertisers and both favorable
and unfavorable from other representatives.
Broadcasting • Telecasting
Western New York's Favorite Sports Foursome
Chuck Healy, Eastern Collegiate Boxing Champ, Syracuse '39
Dick Rifenburg, All-American End, Michigan '48
Don Cunningham, Basketball Star, Dickinson '48
Ralph Hubbell, Dean of Buffalo Sportscasters since '35
The talent lineup on LET'S TALK SPORTS touches all bases . . . hits to all fields. It's a
half-hour forum of facts and anecdotes, comment and criticism that the sports-minded
in Western New York have come to appreciate and follow.
Typical of the Prestige Programs developed and produced by WBEN-TV for local spon-
sorship or participation, it combines seasoned talent of four staff sportscasters with a
popular format, and presents it to the largest, most interested group your TV dollars can
buy in Western New York.
LET'S TALK SPORTS precedes or follows the CBS Game of the Week (depending on
game time). In the fall it follows Pro Football, in winter it will follow NHL Hockey.
Twelve months a year this market is available to you. You can pick your season, name
your game, and if your product fits this custom-tailored show you can look forward to
sales results that will wear well and long in WBEN-TV's vast 18-county coverage area.
Give us a call — or our national representatives: Harrington, Righter and Parsons — and
LET'S TALK SPORTS. You'll like what you'll hear.
WBEN-TV CBS in Buffalo
THE
STATION
WESTERN! NEW
Broadcasting • Telecasting
June
STATIONS CONTINUED
Best of MGM
Sun. 9:30
0.
LION-SIZED
IMPRESSIONS
. . . made by Leo
and MGM features!
In South Bend-Elkhart just one station
delivers audience dominance with
big game MGM movies. That station
is WNDU-TV, where Leo is undis-
puted "King of the Ratings" nearly
20 hours a week,* daytime and
nighttime.
Untamed ratings, lion-sized im-
pressions, captured audience are
available in MGM.
Call Edward Petry & Co. about
bagging these MGM trophies for
your client.
♦ April ARB
Bernie Barth, Gen. Mgr.
Tom Hamilton, Sales Mgr.
WN D U TV
C HAN N E L 4 6
major stations, trade associations and broad-
casting groups.
'"Oddly enough," he observed, "when the
CBS Radio announced its night rate reduc-
tion (to approximately two-thirds of daytime
rates), there was very little protest. It seemed
like a forward, progressive, realistic ap-
proach."
Mr. Maillefert concluded: "We know that
the 'Crusade' will have the continued sup-
port of those in the radio industry who have
agreed to this practical approach to increase
nighttime spot revenue. We hope other sta-
tions now on the fence will join forces too."
Announcer Gets Boot Not Bullet
After Night Shooting at WWNR
RUSS COOKE lost his job last week as an-
nouncer with WWNR Beckley. W. Va., not
his life, as some of his listeners had feared
he would.
Cooke had reported to police that a "mys-
terious gunman" was trying to assassinate
him. Late evening shots had been fired in
the radio station. It looked as though some-
one was really out to get announcer Cooke.
But the would-be killer lost his nerve and
confessed all to state police last fortnight,
including his own carefully-guarded iden-
tity: Russ Cooke, WWNR announcer.
The police were kind. Capt. C. L. Walker
said, "It's just one of those things. We
don't know the reason." He will take no
action against "killer-victim" Cooke.
WWNR station manager Richard H.
Booth, however, showed less restraint.
"There was no assassin. There was no in-
tended victim," declared Mr. Booth. "These
so-called 'attacks' were cleverly and artfully
staged by one man . . . Russ Cooke. He
has, of course, been relieved of his duties
at the station. A person who would perpe-
trate such a cruel hoax has absolutely no
place in the operation of an important com-
munications facility.""
Killgore Reports Dividend
DIRECTORS of Tele-Broadcasters Inc. of
New York, owner of WPOP Hartford,
WPOW New York. KUDL Kansas city,
KALI Pasadena and WKXV Knoxville, have
declared a cash dividend of five cents per
share on Class A common stock as an-
nounced in their interim report to stock-
holders on April 1. H. Scott Killgore, presi-
dent of Tele-Broadcasters, writes that "the
company has turned the corner." and "the
stock is now quoted at better than $2 per
share."
Sackett Buys Washington Home
SHELDON F. SACKETT, west coast pub-
lisher and owner of KROW Oakland,
KVAN-AM-TV Vancouver, and KOOS-
AM-TV Coos Bay, Ore., has purchased the
central dwelling of a Georgetown estate in
northwest Washington, D. C, to serve as a
part-time residence and as east coast head-
quarters for his newspaper and radio enter-
prises. The home, called Friendship by its
late owner, Evelyn Walsh McLean, was sold
in an all-cash transaction involving more
than $65,000.
WBLN (TV) Off Air, Asks FCC
To Approve New Capitalization
WBLN (TV) Bloomington, 111., has ceased
operation for the second time this year,
pending FCC approval of a proposed stock
transfer involving purchase of shares by
some 700 individuals.
The uhf ch. 15 outlet is expected to re-
main dark until at least Aug. 1, and a
new board of directors will be elected after
Commission approval, according to Worth
S. Rough, president and general manager.
He cited lack of adequate personnel and
secure advertising revenue as reasons for
temporarily discontinuing operation.
About $57,000 has been pledged thus far
by 700 individuals, with $52-$53,000 needed
to clear outstanding debts and an additional
$10,000 for working capital. WBLN has
been beset with equipment failures and finan-
cial difficulties since early this year and
has been in the process of overhauling its
equipment and paying creditor claims. [B»T.
May 20, April 1]. It resumed telecasting
in May after being off the air since February.
H-R Packages Six Calif. Stations
A NEW package of six California stations,
to be known as the "99 Group" because
they are located along Highway 99, will be
offered to advertisers as a group starting
July 1 by Headley-Reed Co., station repre-
sentative firm which was instrumental in
organizing the new group. Stations are
KRAK Stockton, KYNO Fresno and
KPMC Bakersfield. which will be "key sta-
tions" for the 99 Group, plus KFIV Modes-
to, KYOS Merced and KTNG Visalia. The
stations can be purchased in groups of two
to six on a sliding scale discount arrange-
ment that will make the group competitive
with the McClatchy and other station groups
operating in the area.
WDOK Cleveland and The Cleveland
Press sponsored a welcome home and
salute to the Cleveland Orchestra last
week on its return from a State De-
partment-backed tour of Europe. Here
Josef Gingold (1). orchestra concert-
master, accepts for the group a silver
baton set with precious gems from
Louis B. Seltzer (c), Press Editor, and
Frederick C. Wolf (r), WDOK presi-
dent and general manager. The baton,
donated by a local jeweler and valued
at over $5,000, was originally pre-
sented to Richard Wagner when he
first conducted Beethoven's 9th Sym-
phony in Vienna in 1843.
Page 84
June 24, 1957
Broadcasting
Telecasting
So Lookatum Lookatus Awreddy
(WE THINK!)
This is strictly blue sky — but blue sky, we claim,
with a solid base. Figures of our own we don't
have, because for us, this is a new show. But. look
at the names — solid entertainment draws for years
and years! Look at their records in other territories
(we'll send 3rou the stories for free and quick!).
This is MOVIE MATINEE— Two great shows
combined in the 4 to 5 P.M. spot Monday through
Friday. "Susie" starring Ann Sothern goes 4 to
4:30 and "Douglas Fairbanks. Jr. Presents" fol-
lows 4:30 to 5 P.M. . . .What an hour, with aces
back to back!
This hour, if you're a merchant, is for you. This is the first an-
nouncement, and good availabilities are still open. For choice
selections, get in touch right now with Old Available, George P.
Hollingbery, Nat'l Rep. — program and market data supplied while
you wait!
CHANNEL jT DAYTON, OHIO
whio-tv
I
One of America's
great area stations
Broadcasting • Telecasting
J aw 24, 1957 » Paga 85
STATIONS CONTINUED
DATELINES
Newsworthy News Coverage by Radio and Tv
ODESSA — The nuclear explosions sched-
uled this week, weather permitting, in
Nevada will mark the beginning of a docu-
mentary series on KOSA Odessa, Tex.,
which that station believes may be the most
comprehensive series on the atomic age
ever compiled by a radio station.
KOSA, with the permission of the Atomic
Energy Commission to broadcast the two
atomic tests this week, will be the only
Texas station on hand, it says. The live
broadcasts will inaugurate a series of 24
half-hour programs. Announcement of the
documentary project brought praise from
Texas Gov. Price Daniels and a gubernator-
ial suggestion that West Texans listen to the
series. The plan also drew commendations
from U. S. Congressmen J. T. Rutherford
and James Wright (both D-Tex.) and from
State Agricultural Commissioner John
White.
Station Manager Doyce Elliott and News
Director Lynn Thomas, for initial broad-
casts in the series, will fly through the
atomic cloud in a helicopter after the det-
onation, land across the blast area and move
back toward the center on foot.
SAN DIEGO — After reporting develop-
ments in the world controversy on radio-
active fallout in past weeks, KCBQ San
Diego has decided to add a dimension to
Page 86 • June 24, 1957
the story by establishing its own radiation
station.
Reports on radioactivity in the atmos-
phere will be featured on the five daily
broadcasts of Ben Shirley, station commen-
tator who conceived the plan. Readings
come from a geiger-muller counter bought
by KCBQ for the purpose.
In an interview some time ago with Mr.
Shirley, Dr. Lester L. Skolil, chairman of
the San Diego State College physics de-
partment, said that the time may not be
far off when every radio, tv and newspaper
weather report carries the latest radioac-
tivity reading. If the prediction comes true,
KCBQ may take credit for pioneering the
effort.
NORFOLK — Live coverage of the 18-nation
International Naval Review last fortnight,
originated by WTAR-TV Norfolk, and fed
to WMAL-TV Washington and WBAL-TV
Baltimore, brought the giant sea spectacle
to an estimated two million viewers. Gunther
beer, Baltimore, Md., sponsored the regional
telecast.
Covering what was called the greatest
sea and air power show of all time — and
perhaps the last great assemblage of naval
might — was a big technical order for the
Navy and media involved. In official credits
issued after the job was done, the Navy
acknowledged that "WTAR-TV provided
both programming and technical personnel
on an unprecedented scale." Raytheon
Manufacturing Co. also was credited for
providing equipment needed to microwave
the show from a covering helicopter and
the lead reviewing ship, the USS Canberra.
Manning the Naval Review Information
Bureau for two weeks' special reserve duty
was a corps of experts from Raytheon.
NBC Hollywood and stations, in addition to
regular Navy personnel.
WTAR-TV Chief Engineer Richard Lin-
dell and the Naval-civilian team of tech-
nicians set up a system involving two Ray-
theon microwave transmitters on the Can-
berra beaming signals to Old Point Comfort
and Little Creek, Va. This assured that
signals could be picked up at all points
along the 14-mile course of the review and
be passed through two lines of 1 1 2 anchored
warships on either side of the Canberra. To
get the signals ashore, radar beacons were
set up at receiving locations and transmitting
antennas welded to the Canberra's masts,
directing them to receiving points.
Three-hour tv coverage was characterized
by a steady, unwavering signal, according
to reports. Engineers were particularly grat-
ified by the picture from a helicopter-
mounted camera supplied by the Navy's
Bureau of Ships. Tv coverage of the historic
event is believed to be the first time the
Navy has provided a tv hookup from a
combat vessel, ship-to-shore, for use by a
civilian station and network.
WTAR-TV provided a mid-day live news
feed for Walter Cronkite's CBS-TV news
show. WTAR Radio, WVEC, WGH,
WNOR and WLOW, all Norfolk, with
WAVY Portsmouth, WBOF Virginia Beach
and WLPM Suffolk also broadcast review
reports from Naval vessels. The Voice of
America sent 38 radio-tv language specialists 9
to the armada for broadcast reports around I
the world. WRVA-TV Richmond got taxi I
service on four Marine helicopters which II
helped the station get film of the June 12
show home in time to telecast that evening.
PLYMOUTH — While the modern naval
might of 18 countries was on display down
the coast, a 17th century squarerigger was
making its primitive way into this Massa-
chusetts harbor. When the Mayflower II ar-
rived the next day, WPLM Plymouth fed
reports of welcoming ceremonies to a total
of 10 stations as far west as Indiana. For
the occasion WPLM was chosen as the kick-
off station for Frank Chacksfield's new
London recording, "The Voyage of the 1
Mayflower."
SAN DIEGO — Harold Keen, newscaster of
KFMB-TV San Diego, has found that young
heroes never die but are always good for 1
another story.
A few months ago Mr. Keen interviewed 1
Naval pilot, Lt. Norman L. Sothan, about H
an air crash in which a comrade was rescued i
from the ocean. Lt. Sothan came back re- I
cently to break another story, this one I
about himself.
This time the jet flyer told the story of I
his escape from 75 feet underwater by means
of his plane's automatic ejector seat. After
the KFMB-TV newscast other media picked
up the dramatic story.
LOS ANGELES — A combination of luck and
independent enterprise brought KMPC here
a pair of new beats inside 24 hours.
Station staffer Dick Nelson was eating
Sunday dinner in a restaurant when he
noticed a heavy flow of police cars, fire
trucks and ambulances nearby. Following
them, he found a plane had crashed into a
Pacoima home. He commandeered a tele-
phone and reported to KMPC, which aired
the story immediately.
The next day News Director Hugh
Brundage telephoned across the country for I
a statement on President Eisenhower's ill- I
ness. He got a direct telephone report for I
local broadcast from Presidential News I
Secretary Jim Hagerty, KMPC reports.
ST. LOUIS — KMOX here, the city's only I
24-hour station, at times stood practically I
alone among communications media, as a
succession of tornadoes, squalls and floods
struck the metropolitan area, knocking out
power lines.
A harrowing week began at 1:30 in the
morning June 11, when tornadic winds and
torrential rains hit the area, leaving 150,000 I
homes without electricity and telephone I
service. Portable and transistor radios were
quickly put into service by citizens who H
tuned to KMOX for emergency service. The I
CBS-owned station virtually became the I
communications center for the St. Louis 1
area.
A week of rain storms was capped Friday I
p.ight by an all-night squall that left a record 1
13.75 inches of rain by 9 a.m. Saturday !i
morning. KMOX emergency broadcasts [
continued more intensively, spreading traffic
Broadcasting • Telecasting
GEE! That's the
car for me!"
Commercials on WGN-TV have
away of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with tiiffifii » I
Channel 9
Chicago
STATIONS CONTINUED
IT TAKES
TULSA!
'WAMPUM"
A BILLION DOLLAR
MARKET
Anyone for a billion dollars? It can
be had by alert advertisers who realize
the tremendous effective buying power
of northeastern Oklahoma.
Your key to this treasure chest is . . .
KVOO-TV. Tulsa County alone is a
s$500-million market, and Sales Man-
agement rates Tulsa both a better
quality and a better productive market
than either Boston or Baltimore!
Yes, it's there for you . . . through
Channel 2. When do you start?
KV
channel
For current ova
contact any off
ilobilities f ]
Ffice of BLAIR -TV
warnings, gathering hundreds of rescue
boats through direct appeals and coordinat-
ing relief reports. Staffers stayed on duty
for double stretches. General Manager Rob-
ert Hyland personally directed spot coverage
from flooded areas in suburban Valley Park
and Sylvan Beach, broadcasting appeals for
clothing, shelter and volunteers. In another
suburb, Lemay, KMOX efforts helped" locate
38 tanks of explosive propane gas, for
which St. Louis County police acknowledged
KMOX's help. Other official commendations
and private letters of thanks continue to
pour in, the station reports. In the course of
the week, 21,000 requests came in for a
special tornado instruction card KMOX
published after initial storms on Tuesday.
ASCAP Members File Suit
Against Owner of WRAY
FOUR members of ASCAP have filed suit
for copyright infringement against M. R.
Lankford, owner of WRAY Princeton, Ind.
They allege that copyrighted songs were per-
formed by the station without authorization.
The songs involved in the suit are: "True
Love" by Cole Porter (plaintiff. Buxton Hill
Music Corp.); "Well, Did You Evah?" by
Cole Porter (plaintiff, Chappell & Co.);
"The Most Beautiful Girl in the World" by
Lorenz Hart and Richard Rodgers (plaintiff,
T. B. Harms Co.); "September in the Rain"
by Al Dubin and Harry Warren (plaintiff,
Remick Music Corp.); "To Be Loved by
You" by loan Whitney, Alex Kramer and
Hy Zaret (plaintiff, Remick Music Corp.).
The plaintiffs are asking the U. S. District
Court for the Southern District of Indiana
to restrain the defendant from publicly per-
forming the songs in the future and to award
damages of not less than $250 for each un-
authorized performance, together with court
costs and attorneys' fees.
Koessler to Be WPST-TV Manager
WALTER M. KOESSLER, for the past
three years managing director of WGBS-
TV Miami and
veteran of 22 years
in radio and tele-
vision, has been
appointed station
manager of WPST-
TV Miami, it was
announced by
George T. Baker,
station president,
last week. WPST-
TV, ch. 10, will go
on the air Aug. 1
as an ABC prime
affiliate, broadcast-
ing with maximum 316 kw from its 1,000
foot tower. H-R Tv is the national repre-
sentative.
XEM-TV Opens Sales Office
A NEW Mexican tv station, ch. 3, XEM-
TV Mexicali, scheduled to start broadcast-
ing on Aug. 15, has established sales offices
in the Hotel Barbara Worth in El Centro,
Calif., as Imperial Telecasting Co. Bob
Kelley, former sales manager of KIVA-TV
Yuma, Ariz., has been named general man-
MR. KOESSLER
ager of XEM-TV, which expects to cover
the Imperial, Mexicali, Yuma and Cochilla
Valleys in California, Arizona and the
Mexican states of Baja California and So-
nora. Harlan G. Oakes & Assoc. has been
appointed XEM-TV representative on the
West Coast; National Time Sales will rep-
resent the station in the East and Midwest.
The station is reportedly seeking an affilia-
tion with a U. S. tv network.
MR. KILPATRICK
MR. GARTEN
Page 88
June 24, 1957
Kilpatrick, Garten Promoted
In Realignment at WSAZ-TV
IN a realignment of operational functions
at WSAZ-TV Huntington, W. Va., Leroy
E. Kilpatrick has been appointed vice pres-
ident and operations manager and C. Thom-
as Garten commercial manager.
Mr. Kilpatrick has been vice president in
charge of engineering since 1956. He joined
WSAZ-AM 15 years ago as chief engineer,
was instrumental in the construction of
WSAZ-TV in 1948. In his new capacity he
will be in full charge of daily operations of
the television station. Reporting to him will
be the heads of the program, engineering
and accounting departments.
Mr. Garten has been commercial man-
ager and assistant general manager of
WSAZ-AM. He joined the station in 1943.
As commercial manager of WSAZ-TV he
will have full charge of the promotion and
sales departments, including the functions
of advertising, publicity and merchandising.
Mr. Garten is president of the West Virginia
Broadcasters Assn.
Both Messrs. Kilpatrick and Garten will
report to Lawrence H. Rogers II, president
of WSAZ Inc.
WJJC Hits Air Today in Georgia
WJJC Commerce, Ga., goes on the air to-
day, operating on 1270 kc with daytime
power of 1,000 and specializing in music-
news-sports and local community programs.
The station is licensed to Albert S. Hardy,
publisher of the Commerce News, and
Grady Cooper is general manager.
Foster, Creed Open Rep Firm
FOSTER & CREED, regional radio-tele-
vision stations representative firm, will begin
operation luly 1 with headquarters in the
Statler Office Bldg. in Boston, according to
Robert C. Foster, owner of R. C. Foster
Co.. and William A. Creed, vice president
and manager of the Boston office of The
Walker Representation Co. Inc.
Broadcasting • Telecasting
WGN Signs for Radio Rights
To Cub Games From 1959-63
WGN Chicago apparently believes in doing
its baseball shopping early. Last week it
came up with a long-term radio pact cover-
ing all Chicago Cubs games — from 1959
through 1963.
Announcement of the five-year contract
was made Tuesday by Ward L. Quaal, vice
president and general manager of WGN
Inc. (WGN-AM-TV), and John Holland,
vice president of the National League club.
WIND. Westinghouse-owned independent,
will continue to air broadcasts next year.
By 1959, it was explained by a station
spokesman, Cubs' fortunes should be on
the upswing, assuring WGN a consistently
loyal audience. The contract marks the re-
turn of baseball to WGN radio, which aired
Cubs-Sox games from 1924 to 1943.
Simultaneously, Charles Comiskey, vice
president of the Chicago White Sox, an-
nounced his club is studying bids from four
radio and three tv stations for coverage
rights to Sox games starting next year. Pres-
ent pacts expire after this season. WGN-
TV currently is televising all Sox and Cubs
home daytime contests for the 10th con-
secutive year. Cubs tv rights run through
next season. WGN has withdrawn from
bidding on Sox radio broadcasts, it was re-
ported, leaving the field open to three other
radio stations, including WCFL, which has
current rights.
Johnson to WAPA-TV President,
Succeeded by Brunt at WTOB
JOHN G. JOHNSON, general manager of
WTOB-AM-TV Winston-Salem, N. C, has
assumed the presidency of Ponce de Leon
Broadcasting Co.. operator of WAPA-TV
San Juan, P. R.,
according to James
W. Coan. presi-
dent of Winston-
Salem Broadcast-
ing Co., parent
firm of Ponce de
Leon. Purchase of
WAPA-TV by
Winston - Salem
Broadcasting Co.
(WTOB-AM-TV
and WSGN-AM-
FM Birmingham,
Ala.), was ap-
proved by the FCC last month [B»T, May 6].
David H. Polinger, general manager of
WAPA-TV under its former owners (Jose
Ramon Quinones and associates), remains
as manager. No staff changes there are
contemplated, according to Mr. Coan.
In Winston-Salem. Charles W. Brunt,
commercial manager of WTOB, replaces
Mr. Johnson as general manager. Ch. 26
WTOB-TV went off the air May 1 1 .
How Radio Fares in Denver
THE Associated Press on June 2 filed
a story correcting its previous pessimistic
assessment of the Denver radio audience,
reports Robert S. Hix, manager of KOA
Denver. According to joint estimates by city
MR. JOHNSON
BETTER
BALANCED
MUSIC
PROGRAMMING
D. E. Towne, President of
KDTA, Delta, Colo., writes:
"Delta . . . perhaps the only
town of 6000 persons that could
be classed as a multiple market.
With power stations located 30
miles from us in two directions,
KDTA is fighting for audience
and sales on the same basis as
a station in a much larger town.
"The answer ... is program-
ming. Since the day KDTA took
to the air, the SESAC Library
has been the basis for all the
daily musical fare that has en-
abled us to keep this very hard
won audience. The balance that
we have developed comes from
the use of the SESAC Library
in such shows as: The Clock
Watch; Moments of Devotion:
Tips and Trades with Rose
Mary Towne; Polka Time:
Western Caravan; Music Box
14 and Concert in Miniature.
KDTA uses 'Rendezvous with
Maltby' on a daily basis.
"So you can understand why we
at KDTA feel the SESAC Li-
brary offers the best basis upon
which to balance our entire
program schedule. Better Bal-
anced Programming is the an-
swer to sales and audience
problems. SESAC helps us gain
this objective. We plan to use
the SESAC Library as the basis
for our programming for a long
time."
3 1 1 West 43rd St., New York 36, N, Y. • JUdson 2-3800
HERBERT W. HOBLER, V. Pres. Sales JAMES BLAIR, New Iqpl. Mgr.
LOS ANGELES • CHICAGO • WASHINGTON, D.C. • PHILADELPHIA
& : DETROIT • MIAMI • TORONTO • LONDON
Broadcasting • Telecasting
June 24. 1957 • Page 89
Keep your eye
on these
Plough, Inc.
stations:
Radio Baltimore
EH2i
Radio Boston
G Ej I like that
dress, Mummy!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with Q
Channel 9
Chicago
STATIONS CONTINUED
tax officials and local stations, as publicized
by the AP, there probably now are more
than 600,000 home radio sets in the city
and county of Denver. The estimates were
based on the established average of nearly
four sets to each residence, the AP said.
KMLA (FM) Ready for Debut
In Los Angeles Next Month
LOS ANGELES area fm families will have
a new source of programming beginning
July 1 , when KMLA (FM) begins broadcast-
ing a 16-hour daily schedule of news and
music on 100.3 mc with 60 kw.
United Press news will be broadcast
hourly from 8 a.m. until midnight, and
music will be "all kinds except what you
can hear on am," according to J. B. Kiefer,
president and general manager. Music is
recorded on high fidelity tape or discs;
commercials may not exceed one-minute
and not more than two will be broadcast
within any half-hour, Mr. Kiefer said, with
pitch advertising, per inquiry business and
singing commercials strictly taboo.
Sunday programming will be largely
binaural and stereophonic broadcasts in con-
junction with KCBH (FM) whose trans-
mitting site adjoins that of KMLA.
Installation of Harkins-Hershfield multi-
plexing equipment at KMLA will begin
early in July.
Meyers Named to St. Louis Post
EUGENE R. MEYERS, account executive
in CBS Radio Spot Sales' office in Chicago,
has been selected to manage CBS's new Ra-
dio Spot Sales office in St. Louis [B»T, June
17]. The official
opening of the of-
fice which will be
located at Ninth
and Sidney Sts.,
will be announced
soon, Gordon F.
Hayes, general
I been in radio
mr. meyers 1949. He served
with NBC in Cleve-
land, was general sales manager of WTAM
Cleveland (now KYW), national sales man-
ager for WTVN Columbus and in 1953
joined CBS radio spot sales as an account
executive.
Plough Acquires Coppertone
ABE PLOUGH, president of Plough Inc.,
Memphis drug manufacturer and radio sta-
tion owner, on June 14 acquired the Cop-
pertone Sales Corp. of Miami and its man-
ufacturing affiliate for Plough Inc. In a
special meeting the Plough board of direc-
tors ratified an agreement to exchange 77,-
682 shares of Plough common stock for all
outstanding capital stock of Coppertone and
Douglas Laboratories Corp., manufactur-
ing affiliate.
Plough Inc. radio stations are: WCAO
Baltimore, WCOP Boston, WJJD Chicago
and WMPS Memphis.
Westinghouse Appoints Santangelo
To Publicity, Special Events Post
MICHAEL R. SANTANGELO will join
Westinghouse Broadcasting Co. July 1 in
the new post of coordinator of publicity and
special events, WBC President Donald H.
McGannon announced last week.
Mr. Santangelo currently is public rela-
tions account executive with General Public
Relations Inc., a subsidiary of Benton &
Bowles. In his new duties he will serve as
coordinator between various WBC depart-
ments, WBC stations and Ketchum, Mc-
leod & Grove, WBC's advertising and public
relations agency.
Before joining Benton & Bowles and
GPRI after a period of army service, he was
with Motion Pictures for Television.
REPRESENTATIVE APPOINTMENTS
KLFY-TV Lafayette, La., appoints Young
Tv Corp., N. Y.
WRKE Roanoke, Va., appoints Simmons
Assoc. Inc., N. Y.
KWLK Longview, Wash., appoints Everett-
McKinney Inc.
KSJO San Jose appoints Simmons Assoc.,
N. Y. and Chicago.
WHAV Haverhill, Mass., appoints Kettell-
Carter, Boston, for New England area.
WCME Brunswick, Me., appoints Nona
Kirby Co.. Boston, as New England rep-
resentative.
KMAC San Antonio, Tex., and KISS-FM
San Antonio, appoint Broadcast Time Sales,
N. Y.
WAGR Lumberton, N. C, appoints William
G. Rambeau Co.
KOBY San Francisco appoints Edward
Petry & Co.
STATION SHORTS
Crosley Bcstg. Corp., Cincinnati, has moved
its eastern sales office in New York from
old quarters on Fifth Ave. to Rockefeller
Center, 3 E. 54th St. Telephone: Plaza
1-5353.
WEBB Baltimore moved its offices and stu-
dios to WEBB Broadcast Centre, 3113 W.
North Ave. WEBB also is increasing its
power from 1 kw to 5 kw.
WHTN-TV Huntington, W. Va., now tele-
casting on 316 kw from new l,000-ft.-tower.
WISN-AM-TV Milwaukee moves its busi-
ness offices to new $1.25 million Communi-
cations Center at 19th and Wells Sts.
KCMO-TV Kansas City premiered local
live color telecasting June 3.
KXOA Sacramento, Calif., will drop its
Don Lee Network affiliation, effective
July 1.
KVEC-TV San Luis Obispo, Calif., has
added NBC network affiliation to CBS and
ABC programming.
WMFD (TV) Wilmington, N. C, increased
its power from 32 kw to 100 kw June 1.
Page 90 • June 24, 1957
Broadcasting • Telecasting
AWARDS
Top Sherwood Awards
Go To CBS-TV Shows
CBS-TV came off with the two top prizes in
the $55,000 Robert E. Sherwood Television
Awards competition last week, winning $20,-
000 in the best network documentary cate-
gory and another $20,000 in the drama
category. The awards, established by The
Fund for the Republic to honor the best
programs dealing with freedom and justice,
were presented at a luncheon last Wednes-
day in New York.
Mrs. Eleanor Roosevelt, a member of the
jurors' panel, announced the winners and
presented the prizes.
The winning CBS-TV shows were the
documentary "Clinton and the Law", pro-
duced on See It Now, and the drama, "Is-
land in the City," produced on the Climax
series.
Mrs. Roosevelt announced that the jurors
felt there was no nomination that warranted
an award in the $15,000 category for a pro-
gram produced on an independent station
and had voted instead $5,000 each to three
program series which have "done much to
stimulate intelligent and forthright discus-
sion of important issues affecting life in a
democratic society." Winners: Open Mind
series on WRCA-TV New York, Camera
Three series on WCBS-TV New York and
Nightbeat on WABD (TV) New York.
Honorable mention citations went to four
programs for contributing to a greater un-
derstanding of American freedom: "The
Puerto Rican Story {See It Now, CBS-TV);
"Error in Judgment" (Armstrong Circle
Theatre, NBC-TV), "The Family Nobody
Wanted (Playhouse 90, CBS-TV) and
"Portrait of a Citizen" (Studio One, CBS-
TV).
"Clinton and the Law" documented events
leading up to and following the integration
of the local high school in Clinton, Tenn.
It was produced by Edward R. Murrow and
Fred Friendly. "Island in the City" centered
on a New York detective of Puerto Rican
origin whose efforts to improve the reputa-
tions of all Puerto Ricans cost him his job
and his family safety. Author Adrian Spies,
director Buzz Kulik and producer Edgar
Peterson shared equally in the award.
Richard Heffner produced Open Mind,
Lewis Freedman produced Camera Three
and Mike Wallace, Ted Yates and Ted Cott
created Nightbeat.
Radio-Tv History Contest
Set by WBC for U.S. Outlets
DETAILS of the first annual Radio-Tv
History Awards Contest of the Westing-
house Broadcasting Co have been described
by Donald H. McGannon, WBC pres-
ident, and distributed to radio and tv sta-
tions throughout the U. S. and its posses-
sions and to state and local historical so-
cieties. First announcement of the project
was made at the first Boston conference on
local public service programming, held by
WBC last February [B«T, March 4].
Mr. McGannon said any radio or tv sta-
tion, with the exception of WBC outlets, is
eligible to combine efforts with its state or
local historical society in the production of
programs or program series for entry in the
contest. A $1,000 cash grant will be divided
equally between the winning station and its
state or local historical society.
Each participating station will be asked
In the lap of luxury all the way
This is United's Red Carpet* Service:
softly spacious seats, soothing music before
takeoff. Superb meals with
the compliments of United's
own master chef. Club lounge, games,
delicious snacks. Service that's
thoughtful and swift. And you're
there before you know it, in the
magnificent DC-7, nation's fastest
airliner. (A final friendly Red Carpet
plus: extra fast luggage delivery.)
Next time, pamper yourself with
Red Carpet Service. It costs
not a cent extra. For reservations,
call United or an authorized
travel agent.
Red Carpet Nonstop Service coast-to-coast and
to 15 cities including Honolulu.
*"Red Carpet" is a service mark used and owned by United Air Lines, Inc.
Broadcasting • Telecasting
June 24, 1957 • Page 91
AWARDS CONTINUED
to submit by tape, film or transcription a
program or series of programs to the his-
torical society in its area for consideration.
Programs broadcast up to the end of 1957
will be eligible and all entries should be
submitted by Jan. 15, 1958. A panel of
judges of the various historical societies
will screen entries and select the outstand-
ing one in their areas. These will be for-
warded to WBC headquarters in New York
where they will be examined by a panel of
judges appointed by WBC and consisting
of historians, broadcasters and educators.
A cash grant winner and two honorable
mention winners will be selected by the
judges.
The winners will be announced during
the next meeting of the Boston conference
on local service programming to be held by
WBC during March 1958.
KNXT (TV) Grants Award Money
KNXT (TV) Los Angeles is turning over
the $1,000 Alfred I. DuPont television
award it won this spring to the U. of Cali-
fornia at Los Angeles and the U. of Southern
California, Los Angeles, the station has an-
nounced. The grants, $500 each, are to be
used by television departments. The DuPont
award was given KNXT for the "scope and
generally high quality of programs serving
the cultural and social interests of the Los
Angeles area" during 1956 [B«T, April ]].
English-Speaking Awards Made
CBS news correspondent Charles Colling-
wood, Barbara Tucker Brown of WIN A
Charlottesville, Va., and CBS London news-
man Alexander Kendrick were among those
cited by the English-speaking Union "in rec-
ognition of sincere and continuing effort to
achieve better understanding between the
peoples of the United States and those of
the British Commonwealth of Nations." The
Better Understanding Award goes to Mr.
Collingwood, while citations are to be re-
cieved by Mrs. Brown and Mr. Kendrick.
Awards ceremonies are scheduled later this
summer at ESU headquarters in London.
AWARD SHORTS
KHOL-TV Kearney, Neb., given award of
merit for its This Is The Answer program
"in recognition of distinctive public service
for the presentation of the gospel message."
WTIC Hartford, Conn., commended in res-
olution adopted by Connecticut General As-
sembly for its part in "keeping public in-
formed of what legislature is doing."
WAGA-TV Atlanta honored with certificate
of appreciation for "fine program put on by
production manager, Phil Taylor, and tv
announcer Skip Thomas honoring the an-
niversary of the Air Force."
Margaret Mary Kearney, educational direc-
tor, WCAU-AM-TV Philadelphia, named
"Woman of the Year" by Philadelphia
Chapter of Immaculata College Alumnae.
She received citation and gold medallion at
dinner in her honor.
Sophie Altman, producer of Teen Talk,
WRC-TV Washington, and Bette Jerome,
moderator, received second consecutive
award for show's "rewarding content" from
Bethesda-Chevy Chase branch of American
Assn. of University Women. AAUW 1957
awards also went to Dorothy Looker, pro-
ducer-moderator, and Evelyn Davis, co-
producer, Ask It Bosket, WTOP-TV Wash-
ington, and Lucy Pope, producer. The Other
Two Billion, WRC-TV.
WERE Cleveland awarded citation from
American National Red Cross, for ". . .
consistently [giving] ... a greater total of
air time on behalf of Red Cross than any
comparable station in this area."
WHAY New Britain, Conn., received merit
award of Advertising Club of Hartford for
its 30-minute news program. Dateline, Eve-
ning Edition, which was cited as "best live
local radio program."
Gordon Davis, general manager, KYW
Cleveland, received citation for station in
recognition of its season-round weekly pro-
grams of recorded chamber music, from
Cleveland Chamber Music Society.
WMT-AM-TV Cedar Rapids, Iowa, re-
ceived premiere award in annual creative
competition of National Advertising Agency
Network — group of advertising agencies
covering 41 major markets in U. S., Canada
and Hawaii — for series of ads which appear
in various broadcasting and tv publications.
Cincinnati's Most Powerful
Independent Radio Station
50,000 watts of SALES POWER
WC KY
CINCINNATI, OHIO
STATION
On the Air everywhere 24 hours a day— seven days a week
MANUFACTURING
First Quarter Tv Shipments
Down From Last Year — RETMA
SHIPMENTS of tv receivers from factories
to dealers totaled 1,787,346 units in the
first four months of 1957, a decline from
the 2,059,129 sets shipped in the same 1956
period. April shipments totaled 329,710
sets compared to 535,310 in March and
356,893 in April 1956. Following are cu-
mulative tv set shipments to dealers by
states during the first four months of 1957:
State
Total
State
Total
A 1 aha m a
27,942
New Hampshire
4,491
Arizona
10,677
New Jersey
63 513
Arkansas
16,430
New Mexico
7 372
California
169^062
New York
204,095
Colorado
15,812
North Carolina
36A69
Connecticut
29,335
North Dakota
6,279
Delaware
4,084
Ohio
100,122
Dist. of Columbia
18,226
Oklahoma
18,933
Florida
66,317
Oregon
19,732
Georgia
36,479
Pennsylvania
121,908
Idaho
6,072
Rhode Island
9,102
Illinois
102,717
South Carolina
15,477
Indiana
43,475
South Dakota
6,356
Iowa
19,671
Tennessee
32,561
Kansas
19,894
Texas
100,373
Kentucky
31,060
Utah
7,907
Louisiana
34,764
Vermont
3,578
Maine
9,263
Virginia
30,013
Maryland
25,338
Washington
27,509
Massachusetts
51,930
West Virginia
19,278
Michigan
67,148
Wisconsin
29,460
Minnesota
25,454
Wyoming
4,152
Mississippi
17,200
U. S. TOTAL
1 782,480
Missouri
39,905
Alaska
1,244
Montana
9,969
Hawaii
3,622
Nebraska
13,172
GRAND TOTAL
Nevada
2,704
1,787,346
Magnecord Launches Program
To Combat Discount Pricing
A NEW fair-trade dealer franchise program
and certain modifications in its professional
magnetic tape recorders to meet NARTB
playback response standards have been an-
nounced by Magnecord Div. of Midwestern
Instruments Inc. in Chicago.
In announcing the franchise program for
helping dealers to protect their profit mar-
gins. Hugh J. Daly. Magnecord general sales
manager, cited "promiscuous discounting"
and charged that the electronics industry
is "one of the biggest offenders in the field
of price-cutting." He said Magnecord plans
a large advertising campaign starting this
month, and a long-range public relations
program has been launched to augment sales
promotion, merchandising and advertising
efforts for professional magnetic tape and
reproducing audio equipment. Magnecord
advertising is handled by Gourfain-Cobb
Adv. Agency, Chicago.
Modifications on equipment are for its
PT6-A and PT6-I machine combinations
involving component checks. Approved re-
sponse is achieved by the amplifier configura-
tion.
225 Papers in 48 Sessions
Set by WESCON Aug. 20-23
A TECHNICAL program comprising 225
papers to be given in 48 sessions during
four days. Aug. 20-23, makes up the agenda
of the Western Electronic Show & Conven-
tion- (WESCON) to be held in San Fran-
cisco's Cow Palace.
Of most interest to broadcast engineers
will be the Aug. 21 afternoon session on
"Tv and Radio Broadcasting." which will
Page 92 c* -June 24, 1957
Broadcasting • Telecasting
Want to Know What Users Think --and Say--
About SARKES TARZIAN Broadcast Equipment?
A prospective purchaser of broadcast equipment wrote
to various customers of Sarkes Tarzian, asking pertinent
questions about the equipment they had purchased from us
Here are excerpts from some of the replies:
"We have two Sarkes Tarzian micro-wave
studio to transmitter links, and one micro-wave
link for remotes. I have found their equipment
very well designed and constructed. Sarkes
Tarzian micro-wave equipment is superior in
design and performance to XXXXXXXXX XXXXX XXXX
XXXX in my opinion. I have installed and tested
— over a long period of time — the other three
makes and found Sarkes Tarzian superior in every
technical respect. Another great advantage of
Sarkes Tarzian equipment is its lower cost. I
found their factory staff to be extremely
helpful and eager to please. Unfortunately, I
have not had any experience with their image
Orthicon chains. We are seriously considering
the purchase of a remote unit, but to date, have
not decided. If we were to buy two 10 chains
for remote use, I would buy Sarkes Tarzian. The
equipment they make is equal to the best of
them." — from a California station Chief
Engineer.
"From Sarkes Tarzian, we purchased and have
in actual use a Studio to Transmitter Microwave
Link set-up; Vidicon Camera Chain and a Sync.
Generator. The equipment in general is mag-
nificent for economy of operations, high
stability and quality. In fact, in about eight
months we have been using said units, we have
had one breakdown in the microwave system; None
in the Sync. Generator, and one in the Vidicon
Chain. I am positively sure you will enjoy
using Sarkes Tarzian equipment for its excellent
performance at so comparatively low an invest-
ment." — from a TV Station Chief Engineer in
Puerto Rico.
"Our Sarkes Tarzian live and film pick-up
cameras consist exclusively of Vidicon equip-
ment. Although it is too early to give a
reliable appraisal of Vidicon equipment for live
pick-ups, it appears that the prospects of
obtaining satisfactory results look very
encouraging. We are well pleased with the
appearance, construction and performance of
Sarkes Tarzian equipment." — from a Radio-TV
Director, a Florida University.
"Sarkes Tarzian is a well-managed, progres-
sive and reliable company. We are using eight
of the Image Orthicon camera chains that they
sell. We are very pleased with their operations
for studio and field use. A testament to their
picture quality are the reports of "EXCELLENT"
given us by NBC, CBS and ABC networks for the
programs we originated for them from both remote
and studio locations. We believe that they
represent quality products with a definite and
welcomed savings." — from an Assistant Chief
Engineer, Midwestern Television Station.
"In answer to your inquiry about the equip-
ment manufactured by Sarkes Tarzian, we are
presently using quite a number of their pulse
distribution amplifiers. These units have per-
formed extremely well under continuous and very
difficult circumstances. Although at the moment
we do not have any additional equipment, I have
looked over their line quite thoroughly and
certainly have confidence in their ability to
manufacture equipment. In addition to their
manufacturing abilities, they also have a very
positive approach in their customer relation-
ships. For instance, soon after putting our
series of pulse distribution amplifiers into
service, a filament lead shorted and burned the
filament transformer. We informed Sarkes
Tarzian and, rather than just sending us the
filament transformer, they air-expressed — at
their expense — a complete new amplifier, and we
merely returned the old unit. This sort of
customer service leads me to believe that this
is the type of company which will be easy to do
business with." — from a Chief Engineer of a
large California Station.
"We use only "studio type" Vidicon cameras,
so we cannot comment on the operation of the
Sarkes Tarzian Orthicon Camera. I can say this,
however, we were the first educational institu-
tion to purchase a complete "package" from
Sarkes Tarzian and we have been delighted with
the design, flexibility, and performance of our
equipment." — from a Radio-TV Director, a
Midwestern University.
SARKES TARZIAN, Inc., Bloomington, Indiana
Designers and manufacturers of broadcast and closed circuit equipment
since 1949 . . . One of the few manufacturers offering a complete line
of broadcast and closed circuit television. We'll welcome your inquiry.
Broadcasting • Telecasting
June 24, 1957 • Page 93
i
|j ! want some
of those cookies!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and watching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
vvirh Q
Channel 9
Chicago
TOPS
IN BALTIMORE
1 0,000 watts on 680 k.c.
Baltimore 1 3, Md.
THE BOLLING COMPANY, INC.
Exclusive National Representatives
MANUFACTURING CONTINUED
include the following papers: "Traveling
Wave Vhf Television Transmitting An-
tenna," M.S.O. Siukola, RCA; "Video Tape
Recorder Symposium," Ross Snyder and
Charles Ginsburg, both Ampex Corp.. with
representatives of the networks using re-
corders; "Understanding the Artist's Prob-
lem in Telecasting," William Wagner,
KRON-TV San Francisco; "A Compatible
Single-Sideband System Designed for the
Broadcast Service," Leonard R. Kahn Re-
search Labs; "A Stable Precision Television
Demodulator," Herb Hartmen, KCRA-TV
Sacramento; "Operation. Maintenance and
Field Tests of Quadrature-fed Antennas,"
Harry Jacobs, KGO-TV San Francisco.
Other sessions will deal with controlled
nuclear fusion, microwave tubes, crystal
filters, instrumentation, medical applications
of supervoltage radiation, vehicular com-
munications, analog and digital computer
devices, telemetry, ultrasonic engineering,
transistor circuits, microwave solid-state de-
vices and other such subjects. There will
even be a session on "Tv Receivers and
Televisual Devices" at which RCA's V. K.
Zworykin will read a paper on the television
color translating microscope.
Holleran, Farese, Burnett
Figure in Realignment at RCA
REALIGNMENT of three top executive
positions as the first step in reorganization
of RCA Electron Tube Div. was announced
last week by Douglas Y. Smith, vice presi-
dent and general manager. The division is
being reorganized on an industrial and
entertainment basis.
Effective July 1, Mr. Smith said, L. F.
Holleran, general marketing manager, be-
HOLLERAN FARESE BURNbTT
comes manager, distributor products; John
B. Farese, manager, personnel, is appointed
manager, entertainment tube products; and
C. E. Burnett, manager, cathode ray and
power tube operations, becomes manager,
industrial tube products.
Mr. Holleran is a veteran of 23 years
with RCA. Mr. Farese joined RCA in 1930.
Mr. Burnett, has been with RCA since 1933.
The division is being reorganized into
autonomous units responsible for the en-
gineering, manufacture and sale of industrial
and entertainment electron tubes, according
to Mr. Smith.
Crossiand Promoted at GE
GEORGE O. CROSSLAND, sales admin-
istrator at General Electric Co. headquar-
ters in Schenectady, last week was named
to the new post of manager. Electronic Parts
Distributor Development and Trade Rela-
tions. In announcing Mr. Crossland's ap-
pointment, Electronic Components Distrib-
utor Sales Manager John T. Thompson
pointed out that the new post will encom-
pass three major areas — development of
new techniques in electronic parts distribu-
tor operations, sales training programs and
liaison with more than 300 trade associa-
tions.
MANUFACTURING SHORTS
Foto Video Labs Inc., Little Falls, N. J.,
reports shipments of new V-9A tv wave-
form monitor to ABC Chicago; U. S. Signal
Corps pictorial center, Long Island City;
WRBL-TV Columbus, Ga.; KFVS-TV Cape
Girardeau, Mo.; WPBN-TV Traverse City.
Mich., and KUOM-TV Minneapolis. Firm
has appointed following new representatives:
California-Peninsula Assoc., Redwood City;
Midwest-K&M Electronics Co., Minneapo-
lis, and Central-Moore Sales Co., Detroit.
RCA reports shipment of color film camera
to WWL-TV New Orleans.
Electronic Development Labs, N. Y., an-
nounces Meter-Guard, transparent pro-
tective meter cover for Simpson Instru-
ments, models 260, 303, 276, 880. On sale
for $2.50 at parts distributors, Electronic
Development Labs, 71 Nassau St., N. Y.
38.
Collins Radio Co. announces sale of 20 am
broadcast transmitters, including one 250
w, one 15 kw, three 5 kw and one 10 kw.
Stations purchasing equipment were WTIG
Massillon. Ohio; KAVL Lancaster, Calif.;
KPOR Quincy, Wash.; WCRK Morristown,
Tenn.; WILA Danville, Va.; Radio Oaxaca,
Oaxaca, Mexico; KBND Bend, Ore., and
KOBY San Francisco. Remainder of equip-
ment went to Firooz Trading Co., Teheran,
Iran. WTIG, KPOR and WILA were all
complete station purchases.
International Sight & Sound Exposition Inc.,
Chicago, reports overall 33% increase in hi-
fi sales for 18 cities for past 12 months.
Figures tabulated by Electronics Informa-
tion Bureau show sales boosts for hi-fi prod-
ucts of 105%, Buffalo; 90%, Minneapolis;
77%, New Orleans; 65%, Detroit; 45%,
Atlanta; 39%, Cincinnati; 29%, Baltimore;
26%, Los Angeles; 23%, Chicago; 20%,
Dallas; 18%, New York; 17%, Pittsburgh;
11%, Salt Lake City; 7%, Denver; 6%,
San Francisco; 5%, Omaha and 2%, Kan-
sas City.
Admiral Corp. announces 14- and 17-inch
portable tv receivers incorporating latest
110-degree aluminized picture tubes. Use
of tube reportedly permits company to re-
move as much as five pounds from cabinet
depth and lighten complete set by four
pounds.
Federal Instruments, Industrial Products
division of International Telephone & Tele-
graph Corp., Clifton, N. J., announced it
has developed accurate uhf millivoltmeter
for use in calibrating signal generators, de-
termining exact sien levels and measuring
minute voltage levels.
Rek-O-Kut Inc., Long Island City, an-
nounces purchase of Audak Co., manufac-
turer of high fidelity equipment.
Page 94 • June 24, 1957
Broadcasting • Telecasting
This is the Michigan island Ben Franklin gave to you . . .
It was named Isle Royale by French explorers when they
staked first claim to this 210-square-mile island wilder-
ness in Lake Superior. But, according to legend, Ben
Franklin, with his interest in electricity, wanted the island
and its copper deposits for the United States. At the
peace conference following the Revolution he got it.
Today, as Isle Royale National Park, this primeval vaca-
tionland, off the northernmost coast of Michigan, belongs
to you. There are quiet lakes where you can land a bat-
tling pike or watch a bull moose take his early morning
drink. More than 80 miles of foot trails lead through lush
forest where 36 species of orchids grow wild and undis-
turbed. You can see 500,000,000-year-old rock forma-
tions and the relics of prehistoric Indians. You can take
sight-seeing cruises along the craggy shore beneath tow-
ering cliffs, camp in unspoiled wilderness, swim in clear,
cold streams.
The copper mines at Isle Royale have long since been
abandoned, but thousands of Americans every year find
even greater riches in its unique vacation resources.
When you go there you'll probably agree that Ben got
himself . . . and you ... a bargain.
FREE Tour Information
If you would like to visit Isle Royale, or drive anywhere
in the U.S.A., let us help plan your trip. Write: Tour
Bureau, Sinclair Oil Corporation, 600 Fifth Ave., New
York 20, N. Y. — also ask for our colorful National
Parks Map.
SINCLAIR SALUTES THE MICHIGAN UNITED CONSERVATION CLUBS . . .
a statewide organization of 60,000 members in 295 clubs, for ad-
vancing conservation in all its phases. Since 1937, the MUCC has
been dedicated to protecting the natural resources — woods, waters,
wildlife and the great outdoors of Michigan. By keeping constant
watch over the State's conservation program, it safeguards for the
citizens of today and generations to come a great wealth of scenic
wonders and outdoor recreation facilities.
SINCLAIR
A Great Name in Oil
Another in Sinclair's American Conservation Series
Broadcasting • Telecasting
June 24, 1957 • Page 95
THE LID'S OFF
IN TRI-CITIES*
WCYB-TV has entered into the exclusive
clique of booming markets.- Compare it,
for instance, with Kansas City — or Denver
— or any of the blue-blooded stations that
SELL, COVER and DELIVER.
No matter how you take your tea,
WCYB-TV provides the sugar of a three-
times" sweeter market.
NBC/ABC UICVB-TV £
CHANNEL »g*
* BRISTOL, VIRGINIA-TENNESSEE
JOHNSON CITY. TENNESSEE
KINGSPORT. TENNESSEE
REPRESENTATIVES: WEED TELEVISION CORPORATION
Page 96 • June 24, 1957
INTERNATIONAL
Ireland Considers Offer
! For McLendon to Build Tv
AN American type television station is un-
der consideration by the Irish government,
it became known last week. The new De-
Valera government has under consideration
an offer by the McLendon Corp. of Dallas,
Tex. (Gordon B. McLendon) to build a $2.5
million commercial tv station in Dublin,
with two boosters to cover the Republic of
Eire.
Some of the northern Irish areas now re-
ceive television service from the BBC sta-
tion in Belfast, but the greater part of the
country receives no tv at all.
Mr. McLendon said that the offer was
made two months ago and was under con-
sideration by the Minister of Posts and Tele-
graphs. The Texas broadcaster refused to
estimate when some action might be taken
I although he expressed the thought that it
would be some time, since the new DeValera
administration was still organizing. For the
I last four months, the McLendon interests
J have had a representative in Ireland work-
ing on this project.
Although the projected tv station would
be run on American commercial lines, there
would be a tie-in with the government. Mr.
McLendon said. This would include not only
some form of government supervision and
use, he explained, but also a profit sharing
arrangement between the operators of the
station and the Irish treasury. When the
McLendon offer is accepted, Mr. McLendon
stated, a new corporation known as the Irish
Broadcasting Co. would be formed.
Associated with the television offer is a
corollary proposal to establish a radio sta-
tion in Ireland. Present Radio Eireen is
state-owned and operates similar to the BBC
in England.
The McLendon stations are KL1F Dallas,
KILT Houston and KTSA-AM-FM San An-
tonio, all Texas. The McLendons (Gordon
McLendon is associated with his father.
Barton R. McLendon) are of Scotch-Irish
\ descent.
Russians Destroy Any Hope
For 'Open Curtain' Tv Exchange
I THE initial optimism gingerly voiced in
many quarters following Senate Majority
Leader Lyndon Johnson's proposal for an
"open curtain" tv exchange between the
U. S. & USSR [B»T, June 17] has generally
been replaced by the realization that the
Soviets want no part of the idea.
Both Pravda, the official Communist party
newspaper, and Radio Moscow blasted any
possibility of allowing Americans to appear
on Russian radio or tv in exchange pro-
grams. Pravda charged that "the Western
powers wanted to use (the proposed) radio
and television exchange not to weaken
the cold war but to intensify it." Radio
Moscow declared that ". . . the Soviet
people are not interested in listening to the
anti-Soviet mouthings of Mr. Dulles . . .
about how America intends to annihilate
our towns and villages."
Earlier in the past fortnight two Russian
officials had talked with apparent favor of
the concept of a tv exchange. Deputy
Premiers A. I. Mikoyan and V. M. Molotov
said that, though they had no official noti-
fication of a broadcast exchange proposal,
"we are in favor of any kind of cultural ex-
changes . . ." such exchanges would be a
good idea.
World Television Congress
Set for London Next Fall
AS PART of President Eisenhower's People-
to-People program. World Commercial Tel-
evision Congress will be held in London on
Sept. 18 for representatives of 15 nations
now utilizing commercial tv facilities.
The day-long session will consist of two
phases — a discussion of "Television as a
Medium of World Communication," which
will be under the auspices of the People-to-
People foundation, and morning and after-
noon seminars on commercial television.
During the commercial seminars, film clips
of commercials and programs typical of
each country will be shown.
Selected as the common denominator of
world television and to be shown at the con-
gress is The Adventures of Robin Hood, co-
produced by Official Films, New York, and
Sapphire Films, London, and carried in the
U. S. on CBS-TV under the alternate spon-
sorship of Johnson & Johnson and the Wild-
root Co. Johnson & Johnson has invited 66
leading U. S. newspaper television column-
ists to attend the conference and to spend a
week in Europe to study and view the opera-
tion of Eurivision and talk with commercial
broadcasters there.
Two Die on WOOD-TV Tour
A TOUR of the Soviet Union sponsored by
WOOD-TV Grand Rapids, Mich., last fort-
night, ended in tragedy before it even be-
gan, as a plane carrying five of the Ameri-
can tourists crashed while attempting to
land at Moscow's Vnukovo Airport. Dead
were nine passengers, including two Ameri-
cans, Mr. and Mrs. Harvey Beuker of Grand
Rapids. Mrs. Margaret Tremper of Grand
Rapids survived in critical condition. Her
14-year-old daughter, Michelle, and WOOD-
TV News Director Richard Cheverton suf-
fered only minor injuries.
O'Farrill In Hospital
ROMULO O'FARRILL, Mexican news-
paper publisher and broadcaster, was ad-
mitted last week to the Naval Hospital at
San Diego, Calif. Reason for his hospitaliza-
tion was not divulged. Mr. O'Farrill pub-
lishes the Mexico City Novedades and News,
and his interests include XEW-TV Mexico
City, XHTV (TV) Mexico City, XEQ-TV
and XEX-TV Paso De Cortes and XEZ-TV
Queretaro.
Anselmo Now in Mexico for ABC
APPOINTMENT of Rene Anselmo as
Mexico and Central America sales represent-
ative for ABC film syndication was an-
nounced last week by Don L. Kearney, vice
president in charge of sales. Mr. Anselmo,
who makes his headquarters in Mexico City,
formerly represented Fremantle Overseas
Radio & Television. New York, in the same
locale.
Broadcasting • Telecasting
STATION WBAP-TV
:in Fort Worth, Texas
is 1113 feet tall
Want extra assurance on the major investment involved in
the construction of a substantially designed tower to
support FM or TV antenna? Winds have never been known
to down this type of Truscon Steel Tower. No Truscon
tower of any type was lost during the recent East
Coast hurricanes.
Truscon engineers know towers ! Whether it be tall or
small — guyed or self-supporting — tapered or uniform
in cross-section — for AM, FM, TV or Microwave — their skill
and experience give you the tower you need . . . designed
to keep you on the air!
So turn your tower problems over to the experts.
Phone or write any Truscon district office for complete
information. Or call us collect in Youngstown.
Send coupon for literature.
TRUSCON®
TRUSCON STEEL DIVISION
■
■
MA REPUBLIC STEEL
TRUSCON STEEL DIVISION
REPUBLIC STEEL CORPORATION
Dept. C-3025
1074 Albert Street, Youngstown 1, Ohio
Please send me latest catalog showing specifications and
other details of Truscon Steel Towers.
YOUNGSTOWN 1, OHIO
Export Dept.: Chrysler Bldg., New York 17, N. Y.
A NAME YOU CAN BUILD ON
Namc-
-Titl,
Company
Address —
City
.State
"Broadcasting
Telecasting
June 24. 1957
Pase 97
PEOPLE
ADVERTISERS & AGENCIES
A WEEKLY REPORT OF FATES AND FORTUNES
John D. Morgan, account executive with
Harry Schneiderman Inc., has organized his
own advertising agency, John D. Morgan
Inc., Adv., at 360 N. Michigan Ave., Chica-
go 1. Telephone: Dearborn 2-3396.
Robert E. White, formerly senior vice presi-
dent and director, Henri, Hurst & Mc-
Donald Inc., Chicago, to Rutledge & Lilien-
feld Inc., same city, as vice president.
Kirke Beard, for past four years general
manager of Anderson-McConnell, L. A., ap-
pointed vice president.
James Cope, vice president, public relations,
Chrysler Corp., Detroit, named vice presi-
dent, corporate market planning.
Kay Reed, assistant advertising manager,
Lady Esther division of Chemway Corp.,
promoted to advertising manager.
■< Mary Dunlavey, for-
merly account executive
with Aitkin - Kynett Co.,
Phila., to Kastor, Farrell,
Chesley & Clifford, N. Y.,
in executive capacity to
handle contact - media
work.
William A. Sittig, vice president and market-
ing director, Clinton E. Frank Inc., Chicago,
appointed general manager.
John C. MacKinnon, formerly manager of
footwear merchandising, appointed to new
position of general sales manager of foot-
wear and glove divisions of Hood Rubber
Co. and B. F. Goodrich Footwear Co., both
divisions of B. F. Goodrich Co.
M John H. Riordan, ac-
count supervisor at Roy S.
Durstine Adv., N. Y., to
Geyer Adv., same city, in
similar capacity. Before
going to Durstine four
years ago, Mr. Riordan
headed his own advertising
H. Riordan Co., L. A., for
agency, John
15 years.
Charles F. Mallory, Ruthrauff & Ryan's M.
B. Scott Div., L. A., to Goodman Adv. Inc.,
same city, as senior account executive in
charge of new business development.
Paul E. Nelson, formerly radio-tv produc-
tion head at Gardner Adv. Co., to Aubrey,
Finlay, Marley & Hodgson, Chicago, as ac-
count executive.
Kent Westrate, senior market analyst, ap-
pointed account executive on Sweetheart
Soap at Edward H. Weiss & Co., Chicago.
Perry Pasmezoglu named public relations
director of Catalina Airlines, Beverly Hills,
and appointed account executive to rep-
resent Catalina for Irwin — Los Angeles
Agency.
William A. Nichols, with Minute Maid-
Snow Crop frozen foods, appointed national
merchandising manager.
Philip A. Young, tv creative group head,
McCann-Erickson, to Campbell-Ewald, De-
troit, as copy director.
Desmond O'Neill, associate media director,
Bryan Houston, N. Y., to media department,
Kenyon & Eckhardt, same city, as broadcast
buyer. *
Shepherd Welsh, formerly copy chief at
Hicks & Griest, L. A., to copy director,
Wexton Adv., N. Y.
Sinclair Jacobs Jr., account executive at Ted
Bates Co., N. Y., to Pharmaceuticals Inc. as
product manager for Zarumin.
Harry D. Goodwin, veteran of 26 years in
advertising business, to Daniel F. Sullivan
Co., Boston, as director of sales promotion.
Charlene Hirst, formerly director of radio-
tv, Parker Adv., N. Y., to newly created
position of media director of radio-tv, Mohr
Assoc, same city.
Burton Wasserman, formerly research direc-
tor at George H. Hartman Co., Chicago, to
Campbell-Mithun Inc., same city, in similar
capacity.
Albert W. Kadish, formerly merchandising
field manager, Doherty, Clifford, Steers &
Shenfield, N. Y., to Gore/Serwer Inc., same
city, as market research associate.
Roslyn Shaw, currently conducting a market-
ing research program in Florida for Louden
Co. client Lunn Laminates Inc. (plastic
manufacturer), promoted to publicity assis-
tant in New York office of agency.
Pieter P. de Kadt, formerly with Alfred
Politz Research Inc., to radio-tv department
of N. W. Ayer & Son, N. Y.
Houston L. Levers, account executive-crea-
tive post with Harrington-Richards Div. of
Fletcher D. Richards Inc., S. F., to BBDO,
L. A., copy department.
Ted Bergmann, vice president-associate di-
rector of radio-tv, McCann-Erickson, N. Y.,
father of boy.
Stephen A. Vetter, 63, controller for Radio-
Tv Adv. Inc., Miami, died following heart
attack.
Todd Franklin, 54, recently vice president-
research director, Grant Adv., N. Y., died
on June 13.
Lewis S. Hunt, 59, account executive at The
Buchen Co., Chicago, since 1950, died June
FILM
Lou Marget, sales promotion department,
MCA TV Film Syndication, named supervi-
sor of sales promotion for firm.
Edward C. Dowden to Shamrock Studios,
Winter Park, Fla., as advertising-publicity
director.
Bill Pegler, account executive, Scott Hender-
son Adv., Tucson, to Television Zoomar
Corp. in national sales capacity.
Clayton Bond, formerly with Television Pro-
grams of America, to NBC Television Films
(division of California National Productions
Inc.) sales staff covering Ohio, Indiana,
Kentucky and West Virginia.
NETWORKS mmmmmmmm
Roy Porteous, formerly sales director of
NBC-TV Today-Home-Tonight unit, to
CBS-TV network sales, Chicago, as account
executive.
John Rolfson, American Broadcasting Net-
work news writer, promoted to network
news editor.
Phil Rizzuto, ex- Yankee star, named sports-
caster on CBS Radio's Sports Time (Mon.-
Fri. 7-7:05 p.m. EDT) three days per week,
alternating with Herman Hickman who has
been featured on six-day-week basis. On July
1, Mr. Rizzuto will replace Mr. Hickman
throughout week until fall when latter is
scheduled to return to program fulltime.
Herman Hickman, WCBS New York sports-
caster, appointed member of "President's
United Press news produces!
Page 98 • June 24, 1957
Broadcasting • Telecasting
Citizens Advisory Committee on Fitness of
American Youth."
Leonard Bass, 43, MBS director (Gang
Susters, Treasury Agent and Counter-Spy),
died June 19 following heart attack.
STATIONS
■< Jack Craddock, sports-
caster and formerly direc-
tor of sports for WALB-
TV Albany, Ga., to
WKDL Clarksdale, Miss.,
as president and general
manager. Mr. Craddock
was announcer of Pitts-
burgh Pirates baseball games for 13 years.
John H. Kimball named president and sec-
retary-treasurer of Oliver Broadcasting Corp.
(WPOR Portland, Me.). John H. Norton Jr.
appointed vice president-general manager of
Oliver in addition to his duties as vice presi-
dent-general manager of Mt. Washington
Tv (WMTW [TV] Poland Spring, Me.).
Harry J. Dowd Jr. named assistant treasurer
of Oliver Corp. and Charles L. Hildreih
elected to board of directors.
Tom Doughty, formerly
with WDAK-TV Colum-
bus, Ga., to WMOG
Brunswick. Ga., as general
manager.
Irving Waugh, vice
president-general manager
of WSIX-TV Nashville,
returns to WSM-TV Nash-
ville as general manager.
He had been executive as-
sistant to president and
commercial director of
WSM-TV before joining WSIX-TV several
weeks ago [B*T, June 3].
William C. Rhodes, KLER Lewiston, Idaho,
manager, to KNEW Spokane. Wash., as
general sales manager. Robert G. Salter
named program director for KXL Portland,
KJR Seattle and KNEW Spokane. All sta-
tions operated by Mount Rainier Radio &
Tv Corp.
'Those KRIZ Phoenix air personali-
ties make the biggest impression!"
Ray Grant, general sales
manager, KRAM Las
Vegas, named assistant
general manager.
James R. Bonfils, account executive with
Tv Productions of America, to WTTG (TV)
Washington as station manager succeeding
James Anderson who transfer to DuMont's
New York office.
Ed Snyder, sales department, WDAK Co-
lumbus, Ga., to WDAX McRae, Ga., as
manager. WDAX expects to go on air July
15 and is licensed by Radio Columbus Inc.
(WDAK-AM-TV).
M John Alexander, for-
merly manager of KODY
North Platte, Neb., to
WFLA Tampa as station
manager.
Art Bane, account executive, KUDU Ven-
tura, Calif., named sales manager succeeding
Red Gilson, resigned. John McCormick,
sports announcer, to KUDU as salesman-
sports director.
Charles A. Wilson, sales
promotion supervisor,
WGN Chicago, named ad-
vertising sales promotion
manager. He also has been
appointed member of man-
agement group of WGN
Inc. (WGN-AM-TV).
Robert Sampson, formerly general manager,
WSAI Cincinnati, to WTCN Minneapolis-
St. Paul, as general sales manager.
•< Jack Cosgrove, WTCN
sales staff, named WTCN
local sales manager.
M William E. Daley, sales
manager, WTCN, named
local sales manager for
WTCN-TV. He has been
with WTCN for past six
years and was sales mana-
ger for past four years.
Willard Fraker, general manager-sales man-
ager, WJHP-TV Jacksonville, Fla., to
WFGA-TV Jacksonville as local sales man-
ager.
Marcia Davenport, commercial manager and
assistant in construction and organization of
KIRT Mission. Tex., to KANN Sinton-
Corpus Christi, Tex., as commercial man-
ager in charge of local, regional and national
sales.
Dick McDaniel and Holly Moyer, both of
KVOD Denver, promoted to commercial
sales manager and national-regional sales
manager, respectively.
Gas with
more power's for me!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and notching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with
WGN-TV
Channel 9
Chicago
The smaller radios get,
the larger radio gets.
WMT 600 kc
CBS Radio for Eastern Iowa
The Katz Agency represents us
© 19ST, WMT, Cedar Rapids, Iowa.
Broadcasting • Telecasting
June 24, 1957 • Page 99
Am*? Ck lomrt
KWTV D
OKLAHOMA CITY
T
ACriMETf
"Tow E
/Ae /ou>er u<//A the SALESpower in Oklahoma
ONE OF THE
FIRST 100 MARKETS
PEOPLE CONTINUED
■< Robert L. Smith, for-
merly sales promotion
supervisor for Foster &
Kleiser Outdoor Adv., S.
F., to KPIX (TV) San
Francisco as assistant sales
promotion manager. His
main duties will consist of
research, creation of sales aids and audience
and market analysis.
•< Judd A. Choler, for-
merly promotion manager
with WSBT-WSB-TV
South Bend, Ind., to
WFMY-TV Greensboro,
N. C, in similar capacity.
Dean McCarthy, Lawrence Turet and Leon
Dolnick appointed assistant to president to
handle national sales, assistant program di-
rector and merchandise manager, respective-
ly, at WITI (TV) Milwaukee.
Herman Maxwell, salesman, WRCA New
York, named sales director succeeding
George Stevens, resigned to join Transcon-
tinent Tv Corp.
-< Spencer M. Allen, di-
rector of news, WGN-
A M - T V Chicago, to
WLWC (TV) Columbus,
Ohio, as news-public af-
fairs director. Mr. Allen
will be seen nightly, Mon.-
Fri., on two newscasts. He
had been with WGN Inc. for 18 years before
joining WLWC.
A. Richard Robertson,
formerly advertising man-
ager of Television Age,
named director of sales
development - promotion-
publicity for KSBW-AM-
TV Salinas-Monterey and
KVEC-KSBY-TV (former-
ly KV EC-TV) San Luis Obispo, both Calif.
WHBF
RADIO & TELEVISION
FIRST IN RADIO
1st In Downstate Illinois*
1st In The Quad-Cities
according to NCS No. 2
* All 68 stations outside of Chicago
REPRESENTED BY AVERY-KNODEL, INC.
■< Jack Stapp, program di-
director. WSM-AM-TV
Nashville, resigns to devote
full time to his new busi-
ness, Tree Publishing Co.
He will continue to pro-
duce Prince Albert NBC
portion of Grand Ole
Opry for William Esty. N. Y.
■< Ott Devine, chief an-
nouncer, succeeds Mr.
Stapp as program director.
He served as acting pro-
gram director of WSM
during 1942-1946 and has
been with station since
1935.
•< Al Vare, host of Star
Case of Hits, WMBR-AM-
FM Jacksonville, named
program director. He has
been in radio and tv for
past 1 1 years.
Armand La Pointe, KLAC Los Angeles,
named merchandising director.
Joseph E. Faraghan.
formerly program man-
ager, WGN-TV Chicago,
to WFLA-TV Tampa as
program department direc-
tor.
Al Shepard, formerly with Denver Post,
Denver, Colo., to KLZ-AM-TV Denver as
publicity director. He succeeds Earl Wenner-
gren who resigns to accept position in
petroleum industry.
John K. Williams, recently released from
service, to KCRG-AM-TV Cedar Rapids.
Iowa, as news director.
Allen Jeffries, veteran midwest newscaster,
named news director of WISH Indianapolis.
John Evans, early morning personality, WIS
Columbia, S. C., assumes additional post as
sports director succeeding Dave Moss.
Lute Mason, sports director of WDSM-TV
Duluth, to KFMB-TV San Diego as sports
director and announcer.
Al Lamm, pianist and part-time member of
WOW Omaha staff, named music director
for WOW-AM-TV.
■< Edward E. Kash, tv
sales-production man, to
WFBM-TV Indianapolis as
account executive. He for-
merly was commercial
producer-television client
contact for Kenyon &
Eckhardt, Chicago, and
senior producer-writer with Henri, Hurst &
McDonald, same city.
William W. Grisby, sportscaster, to KMBC
Concordia. Kans.-KFRM Kansas City, as
account executive.
Bob Neece, formerly announcer-director,
WIBK-TV Detroit, to KWK-TV St. Louis
as account executive.
Richard H. Gurley Jr., sales staff, WEEI
Boston, to WBZ-TV Boston as account ex-
ecutive.
Jody Hoffman, formerly WOR-TV New
York staff producer, to WOV New York as
sales coordinator.
Wally Wesley appointed engineer-in-charge
at WXIX (TV) Milwaukee. He succeeds
Art Schoenfuss who moves to CBS-TV New
York.
Charles A. Brown joins WDRC Hartford,
Conn., as control room engineer succeeding
Ray Wilson, resigned.
THE COMMUNITY-NEWS VOICE
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio-Active" MBS
Page 100 • June 24, 1957
,i:IOADC ASTING • TELECASTING
WHEN a guest comes to WABT (TV) Birmingham, Henry P. Johnston, president,
gives him a ride through the main city streets in "Bouncalot," a kiddie show vehicle
for the station's kid personalities. Here, Harry Bannister, NBC, wearing a baseball
cap, is shown with Mr. Johnson, decked out in a Scotch plaid beret.
Darrell Smith, cameraman at KARD-TV
Wichita, Kans., to KBTV (TV) Denver.
Lee Posselt, former cameraman, WREX-TV
Rockford, 111., to WITI-TV Milwaukee in
similar capacity.
Lionel Lokos, former copywriter at Hicks
& Griest, N. Y.. to WQXR New York in
similar capacity.
Gary Segar, KTLN Denver, to KRMA-TV
Denver as announcer, succeeding Jim Palm-
quist who joins KLIR Denver.
Bob Bailey, formerly with WUNC-TV
Chapel Hill, to WSJS-TV Winston-Salem,
both N. C, as announcer.
Paul Harvey, ABC radio commentator,
signed for news series on WCFL Chicago,
Mon.-Fri., 12-12:15 p.m.
Paul Mills, announcer-newsman, WTOP
Washington, to WWDC Washington an-
nouncing staff.
Jack Eigen, night club disc jockey, to WNBQ
(TV) Chicago for new weekly interview
colorcast series (Tues., 10:30-11 p.m.).
Bill O'Toole, WABC New York announcer,
BROKERS -ndnNANaAVN
RADIO and I
EL 5-0405
SO EAST 58th STREET
NEW YORK 22, N. * •
\AI! Inquiries Confidential ^
to KABC Hollywood in similar capacity.
Don Blair, announcer-studio manager.
WNYC New York, to WHAM Rochester,
N. Y., as announcer-disc jockey.
Ken Cariker, staff announcer-sportscaster at
KARD-TV Wichita, Kans., to KWTV (TV)
Oklahoma City, Okla., in similar capacity.
N. C. Milwee, formerly assistant program
director, WVJS Owensboro, Ky., to WFIE-
TV Evansville, Ind., as staff announcer.
Bob Norris, WEIM Fitchburg, Mass., disc
jockey, to WDVH Gainsville, Fla., in similar
capacity.
Bob Osbourne and Bob Hardy, both former-
ly with WIBV Belleville, 111., to WIL St.
Louis as announcer and summer replace-
ment announcer, respectively.
Gordon Grannis, formerly advertising, pub-
licity and promotion manager for KOVR
(TV) San Francisco, to Crown Zellerbach
Corp., same city, as public relations as-
sistant.
Lon Nelles, formerly salesman-staff an-
nouncer at WBTA Batavia, and WEBR
Buffalo, both N. Y., to sales staff of WGN
Chicago.
Phil Sanford, local sales manager, WNEM-
TV Bay City-Saginaw, to WMMA Miami
sales staff.
Alan Cragin to KFMB-TV San Diego sales
staff.
Jim Whipkey, news department, KFOR
Lincoln, Neb., to WTTH Port Huron. Mich.,
in similar capacity.
Dick Robbins, writer for Queen for a Day,
to publicity staff of KTLA (TV) Los
Angeles.
WORLD'S FIRST RADIO STATION
Owned and Operated by THE DETROIT NEWS
National R»p»rt»ntativ«s:
PETERS, GRIFFIN, WOODWARD. INC.
WGR-TV
I BUFFALO!
ABC AFFILIATE CHANNEL 2
Peters, Griffin, Woodward, Inc.
REPRESENTATIVES
Broadcasting • Telecasting
June 24. 1957 • Page 101
PEOPLE CONTINUED
Russell Blood to WLOB Portland, Me., disc
jockey staff, succeeding Dave Fennell who
joins WARE Ware, Mass.
John Babcock, from announcing staff of
KDAY Santa Monica to news bureau,
KLAC Los Angeles.
James Gerity Jr., president of Gerity Broad-
casting Co., Adrian, Mich., elected chairman
of College of Commerce Advisory Council
at U. of Notre Dame.
Barbara J. Bloom joins WHB Kansas City
as music librarian succeeding Suzanne Sher-
man, married.
Lorene McCarthy, co-director of public af-
fairs at WBBM-TV Chicago, and James
Watson announced their marriage June 1 .
Alex Cooper, 37, disc jockey of KLAC Los
Angeles, died last Wednesday of lung cancer
in his North Hollywood home. He had been
one of KLAC's "Big Five" disc jockey
group since 1952.
REPRESENTATIVES
Carlos Reese, John
Blair & Co. sales staff,
named St. Louis manager,
effective July 1. He suc-
ceeds Tom Harrison, who
has been appointed vice
president and sales man-
ager of American Broad-
casting Network.
Jack Eisele, regional sales-promotion,
KGUL-TV Houston, to Clarke Brown Co.
as manager of Houston office.
Stuart L. Mackie, in radio and advertising
since 1948 and most recently with sales
promotion-public relations department of
Chicago Title & Trust Co., to radio sales
staff of Avery-Knodel Inc.. Chicago.
TRADE ASSNS. .
Gerry Shappell, advertising manager of Sealy
Inc., elected president of Adv. Executives
Club of Chicago.
Mrs. Carl Landers, chief timebuyer. John
W. Shaw, Chicago, elected president of
Junior Women's Adv. Club in that city.
Stanley W. Koenig, director of advertising,
Olin-Mathieson Chemical Corp., named
chairman of ANA advertising budget control
task force. He succeeds John W. Jackson,
manager, RCA advertising and sales promo-
tion administration, who will continue to
serve on committee.
Wallace M. Bradley, assistant to general
manager in charge of programming. WWLP
(TV) Springfield, Mass., named executive
director of committee for Competitive Tv,
organization of uhf stations. Mr. Bradley is
headquartering at CCT's Washington head-
quarters, 1735 DeSales St., N. W.
MANUFACTURING wnm
Harold B. Richmond, chairman of board.
General Radio Co., Cambridge, Mass.,
retired.
H. Ronald Eldridge elected assistant comp-
troller of Federal Telephone & Radio Co.,
division of IT&T. He joined firm in 1941.
Clarence A Malin, vice president, RCA
Victor Distributing Corp., appointed general
manager of L. A. branch, succeeding Hadley
C. Chapman who has retired after 30 years
with RCA.
■< Eugene J. Martin, Syl-
vania Electric Products, to
Polarad Electronics Corp.,
L. I., N. Y., as special as-
sistant to president. Mr.
Martin also lectures on
technology of vacuum tube
construction at Polytechnic
Institute of Brooklyn and is under contract
with McGraw Hill Publishing Co. for book
on this topic.
John Messerschmitt, renewal tube sales divi-
sion, Amperex Electronic Corp., Hicksville,
N. Y., promoted to assistant to vice presi-
dent-general sales manager. George Elliot,
office manager of Amperex. named manager
of export and tube industry sales.
John M. Glynn and Joseph R. Richmond,
sales administrator and sales expediter-di-
rector of distribution - jobber relations,
respectively, for Tobe Deutschmann Corp.,
Make More Money
With Standard Shorty Tunes
Playing time only half as long as usual
phono record. Allows you extra time for extra
spots. Ups your program profit. Send for one
month trial of 20 tunes for only $8.50.
STAN DARD
RADIO TRANSCRIPTION SERVICES, INC.
360 N. Michigan Ave., Chicago 1, III.
Also send for details on the new Lawrence Welk Library Package
Norwood, Mass., named assistants to sales
manager.
Henry W. Leland, 54, manager of media
planning and research for General Electric
Co., Schenectady, N. Y., died June 13 in
N. Y.
PROGRAM SERVICES
Frank W. Noble, formerly assistant general
sales manager of merchandising, Studebaker-
Packard Corp., Detroit, to TelePrompTer
Corp. as Detroit area manager.
PROFESSIONAL SERVICES mm
Harry Carlson, vice president in charge of
N. Y. office, Burns W. Lee, named vice
president of General Public Relations Inc.,
Benton & Bowles subsidiary which absorbed
Lee in merger Feb. 1.
■< Forbes W. Blair, assist-
ant U. S. Attorney for Dis-
trict of Columbia, has
joined Washington law
firm of Welch, Mott &
Morgan. Mr. Blair, 1952
law graduate of West Vir-
ginia U., was with proce-
dural studies division of Administrative
Office. U. S. Courts, then Office of U. S.
Attorney as law clerk and was subsequently
appointed assistant prosecutor assigned to
criminal trial work and later to appellate
division. He is member of both West Vir-
ginia and District of Columbia bars.
INTERNATIONAL m
G. S. L. Anderson, vice president of E. W.
Reynolds Ltd., Toronto, to president of Ad-
vertiser' Guild of Toronto, with W. Patrick
Grassick, Coca-Cola Ltd., Toronto, named
vice president.
E. T. Reynolds Jr., formerly of All-Canada
Radio Facilities Ltd., Toronto, Ont., to na-
tional sales manager of CJCB-AM-TV
Sydney, N. S.
C. Price to managing director of CKGN-
TV North Bay, Ont.
Donald M. E. Hamilton to director of ad-
vertising and sales of CKOY Ottawa, Ont.
EDUCATION ^ < !
M Waldo M. Abbot, direc-
tor of broadcasting at U.
of Michigan, Ann Arbor,
Mich., since 1925 and
author of Handbook of
Broadcasting, reportedly
first professional text in
field, retired.
Cledge Roberts, 52, director of tv workshop
of New York U. since 1951, died June 14
from leukemia.
70AYS 6 NIGHTS
per:r,;$4650
$ including MEALS
Id the OCEAN V
at Mtn and I
Overlooking Hit FONTAINEBLEAU MIAMI BEACH
Page 102 • June 24, 1957
Broadcasting • Telecasting
FOR THE RECORD
Station Authorizations, Applications
(As Compiled by B»T)
June 12 through June 18
Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.
Abbreviations:
DA — directional antenna, cp — construction per-
mit. ERP— effective radiated power, vhf — very
high frequency, uhf — ultra high frequency, ant.
— antenna, aur. — aural, vis. — visual, kw — kilo-
watts, w — watt, mc — megacycles. D — day. N —
night. LS — local sunset, mod. — modification
trans. — transmitter, unl. — unlimited hours, kc —
kilocycles. SCA — subsidiary communications au-
thorization. SSA — special service authorization
STA — special temporary authorization. * — educ.
Am-Fm Summary through June 18
Appls.
In
Pend-
Hear-
Licensed
Cps
ing
ing
3,010
258
368
145
520
49
54
0
On
Air
Am 3,024
Fm 540
FCC Commercial Station Authorizations
As of February 28, 1957 *
Licensed (all on air)
Cps on air
Cps not on air
Total authorized
Applications in hearing
New station requests
New station bids in hearing
Facilities change requests
Total applications pending
Licenses deleted in February
Cps deleted in February
Tv Summary through June 18
Total Operating Stations in U. S.:
Commercial
Noncomm. Education
Vhf
386
18
Uhf
89
5
Total
4751
23>
Am
Fm
Tv
3,000
513
290
31
16
225
133
23
123
3,164
552
638
119
0
70
303
10
56
67
0
10
146
11
45
900
112
353
0
2
0
0
0
1
Grants since July 11, J 952:
(When FCC began processing applications
after tv freeze)
Commercial
Noncomm. Educational
Vhf
353
27
Uhf
324
21
Total
677i
48'
Applications filed since April 14, 1952:
(When FCC began processing applications
after tv freeze)
♦ Based on official FCC monthly reports. These
are not always exactly current since the FCC
must await formal notifications of stations going
on the air, ceasing operations, surrendering li-
censes or grants, etc. These figures do not in-
clude noncommercial, educational fm and tv
stations. For current status of am and fm sta-
tions see "Am and Fm Summary," above, and
for tv stations see "Tv Summary," next column.
New
Amend.
Vhf
Uhf
Total
Commercial 1,095
337
856
582
1,4373
Noncomm. Educ. 67
37
32
664
Total 1,162
337
893
614
1,503s
1 176 cps (33 vhf, 143 uhf) have been deleted.
2 One educational uhf has been deleted.
5 One applicant did not specify channel.
4 Includes 48 already granted.
5 includes 725 already granted.
New Tv Stations
APPLICATIONS
Mobile, Ala.— Wisteen Inc., uhf ch. 48 ( 674-680
mc); ERP 22.21 kw vis., 13.33 kw aur.; ant. height
above average terrain 185 ft. above ground 218
ft. Estimated construction cost $137,797, first year
operating cost $180,000, revenue $185,000. P. O.
address 1017 S. Second St., Milwaukee, Wis. Stu-
dio location Mobile. Transmitter location Mobile
County. Geographic coordinates 30' 41' 34" N.
Lat., 88° 02' 29" W. Long. Trans.-ant. RCA. Legal
counsel Alan Wohlstetter, Washington, D. C.
Consulting engineer William L. Moss, Washing-
ton, D. C. Equal partners are Bernard D. Heifetz
and William H. Schield Jr., Milwaukee business-
men, Milton S. Binswanger, St. Louis. Mo. busi-
nessman, and William H. Schield Sr., Memphis,
Tenn. businessman.
Indianapolis, Ind. — Butler University, uhf ch.
39 ( 620-626 mc); EPR 17.2 kw vis., 10 .38 kw aur.;
ant. height above average terrain 503 ft., above
ground 540 ft. Estimated construction cost $651,-
730, first year operating cost $50,000, revenue
S100.000. P. O. address 46th & Sunset Ave., In-
dianapolis. Studio location Indianapolis. Trans,
location Marion County. Geographic coordinates
39° 50' 24" N. Lat., 86° 10' 02" W. Long. Trans.-
ant. RCA. Legal counsel Emsley W. Johnson Jr.,
Indianapolis. Trustees of university will operate
station.
Des Moines, Iowa — Wisteen Inc., uhf ch. 23
(524-530 mc); ERP 23.25 kw vis., 13.95 kw aur.;
ant. height above average terrain 214 ft. above
ground 323 ft. Estimated construction cost $144,-
465, first year operating cost S180,000, revenue
S185.000. P. O. address 1017 S. Second St., Mil-
waukee, Wis. Studio location Des Moines. Trans-
mitter location Polk County. Geographic coor-
dinates 41° 35' 23" N. Lat., 93° 36' 43" W. Long.
Trans.-ant. RCA. Legal counsel Alan Wohlstet-
ter, Washington, D. C. Consulting engineer Wil-
liam L. Foss, Washington, D. C. Equal partners
are Bernard D. Heifetz and William H. Schield
Jr., Milwaukee businessmen, Milton S. Binswan-
ger, St. Louis, Mo. businessman, and William H.
Schield Sr., Memphis, Tenn. businessman.
Lafayette, La. — Acadian Television Corp., vhf
ch. 3 (60-66 mc); ERP 100 kw vis., 50 kw aur.;
ant. height above average terrain 941 ft., above
ground 994 ft. Estimated construction cost $702,-
838, first year operating cost $525,000, revenue
$525,000. P. O. address Box 43, Lafayette. Studio
location Lafayette. Trans, location Vermillion
NATION-WIDE NEGOTIATIONS • FINANCING • APPRAISALS
RADIO • TELEVISION • NEWSPAPER
EASTERN
NETWORK
FULLTIME
$160,000
Excellent combi-
nation operation
with valuable real
estate. 29% down
to qualified buyer.
WASHINGTON, D. C.
Wm. T. Stubblefleld
1737 DeSales St., N. W.
EX 3-3456
MIDWEST
NETWORK
VHF
$1,600,000
Compact money-
making operation
in diversified
market. Earnings
and gross climb-
ing fast. Finan-
cing.
CHICAGO, ILL.
Ray V. Hamilton
Tribune Tower
DE 7-2755
SOUTH
CAROLINA
INDEPENDENT
$40,000
Single station in
town of 8,000.
Good situation
for owner-man-
ager to develop
good profit pic-
ture.
ATLANTA, GA.
Jack L. Barton
1515 Healey Bldg.
JA 3-3431
SOUTHWEST
ARKANSAS
NETWORK
$150,000
Desirable loca-
tion to live. Good
asset position.
Some financing
possible.
DALLAS, TEX.
Dewitt (Judge) Landls
Fidelity Union Life Bldg.
RI 8-1175
WEST
CALIFORNIA
COAST
$70,000
$25,000 down will
put you into this
single station
market. Real es-
tate. Combina-
tion operation.
SAN FRANCISCO
W. R. (Ike) Twining
111 SutUr St.
EX 1-S671
Call your nearest office of
HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES
Broadcasting • Telecasting
June 24, 1957 • Page 1
03
Planning
a Radio
Station?
You can save
yourself headaches
by making RCA
your single source
of equipment
and service...
For additional information
write to RCA, Dept. T-22,
Building 15-1, Camden, N. J.
RADIO CORPORATION
of AMERICA
FOR THE RECORD continued
Parish. Geographic coordinates 30° 00' 13.2" N.
Lat., 92° 20' 25" W. Long. Trans. -ant. RCA. Legal
counsel Leo Resnick, Washington, D. C. Con-
sulting engineer John H. Mullaney, Washington,
D. C. Principals include Paul Kurzweg Jr. and
Edward E. Wilson each 25% and 19 others. Mr.
Wilson is stockholder in application for ch. 10
Onondaga, Mich.
New Orleans, La. — Cresent City Telecasters Inc.
vhf ch. 12 (204-210 mc); ERP 316 kw vis., 189.7
kw aur.; ant. height above average terrain 1352
ft., above ground 1378 ft. Estimated construction
cost $892,441, first year operating cost $1,080,000
revenue $1,440,000. P. O. address Box 4218, Cen-
tenary Station, Shreveport, La. Studio location
New Orleans. Transmitter location Plaquemines
Parish. Geographic coordinates 29° 32' 33" N.
Lat., 89° 44' 10" W. Long. Trans.-ant. RCA. Legal
counsel Fisher, Wayland, Duvall & Southmayd,
Washington, D. C. Consulting engineer A. D.
Ring & Associates, Washington, D. C. Principals
include E. Newton Wray and 12 others. Mr.
Wray is 33M>% owner KTBS-AM-FM-TV Shreve-
port.
Hay Spring, Neb. — Duhamel Enterprises Inc.
vhf ch. 4 (66-72 mc); ERP 100 kw vis., 50 kw
aur.; ant height above average terrain 649 ft.,
above ground 583 ft. Estimated construction cost
$165,000, first year operating cost $18,000. P. O.
address Box 1752 1819 W. St. Joe St., Rapid
City, S. D. Studio location Hay Spring. Transmit-
ter location Sheridan County. Geographic coordi-
nates 42° 38' 25" N. Lat., 102« 42' 4" W. Long.
Trans.-ant. RCA. Legal counsel Charles V.
Wayland, Washington, D. C. Principals include
Helen S. Duhamel 91% and seven others. Mrs.
Duhamel has interest in KOTA Rapid City.
Charleston, S. C. — Atlantic Coast Bcstg. Co. of
Charleston vhf ch. 4 (66-72 mc); ERP 58 kw vis.,
32 kw aur; ant. height above average terrain
367 ft., above ground 417 ft. Estimated construc-
tion cost $222,500, first year operating cost $425,-
000 revenue $455,000. P. O. address 133 Church
St. Charleston, Studio location Charleston. Trans-
mitter location Charleston County. Geographic
coordinates 32° 49' 30" N. Lat., 79° 58' 45" W.
Long. Trans.-ant. RCA. Legal counsel Cohn &
Marks, Washington, D. C. Consulting engineer
David W. Jefferies, Charleston. Principals in-
clude Charles E. Smith, 40% general mgr. WRMT-
AM-FM Charleston, George H. Clinton, 40% vice
pres. WTMA-AM-FM, vice pres. gen. mgr.
WPAR-AM-FM Parkersburg and WELK (TV)
Clarksburg, both W. Va. and vice pres. WCMI-
AM-FM Ashland. Ky.
Weston, W. Va. — Telecasting Inc. vhf ch. 5
(76-82 mc); ERP 26.8 kw vis. 13.4 kw aur.; ant.
height above average terrain 1,000 ft., above
ground 912 ft. Estimated construction cost $308,-
739, first year operating cost $231,000 revenue
$240,000. P. O. address 700 Ivory Ave., Pittsburgh,
Pa. Studio location Weston. Transmitter location
Harrison County. Geographic coordinates 39° 08'
30" N. Lat., 80° 22' 13" W. Long. Trans.-ant. GE.
Legal counsel McKenna & Wilkinson, Washing-
ton, D. C. Consulting engineer Jansky & Bailey,
Washington, D. C. Principals include Thomas P.
Johnson, 14.9%; L. H. Isreal. 5% and others.
Telecasting Inc. is licensee of WENS (TV) Pitts-
burgh, Pa.
New Am Stations
Lcwisburg, Pa. — Wireline Radio Inc., granted
1010 kc, 250 w D. P. O. address % William R. De-
Wire, College Park Rd. #1, Lewisburg. Esti-
mated construction cost $15,621. first year oper-
ating cost $30,874, revenue $36,000. Principles
include Mr. DeWire (gen. mgr.-32.39%), college
student and employe of Reading, Pa., contract-
ing firm, and Donald H. Ross (treas.-20.29%),
owner of Lewisburg photography studio and
camera store. Other stockholders are Lewisburg
merchants. Announced June 13.
APPLICATIONS
Santa Rosa, Calif. — Santa Rosa Bcstg. Co.,
1460 kc, 1 kw D. P. O. address Box 889, San
Bernardino. Calif. Estimated construction cost
$29,817, first year operating cost $76,000. revenue
$120,000. Each 16.25% owners are Thomas L.
Brennen, J. T. Nixon, Murillo S. Schofield and
Joseph J. Daly. Five others have 10% or
less.
College Park, Ga.— Robert A. Corley, 1570 kc,
1 kw D. P. O. address 362 Schoen St. S.E.,
Atlanta, Ga. Estimated construction cost $8,452,
first year operating cost $28,000, revenue $36,000.
Mr. Corley, program director WQXI Atlanta,
will be sole owner.
Fitzgerald, Ga.— Charles W. Dowdy, 1050 kc,
500 w D. P. O. address 905 Alice St., Bainbridge,
Ga. Estimated construction cost $9,400, first year
operating cost $38,500, revenue $45,000. Mr.
Dowdy, 25% WMGR Bainbridge, will be sole
owner.
Golden Valley, Minn. — Hennepin County Bcstg.
Co., 1590 kc, 5 kw D. P. O. address % Carroll E.
Crawford, Rt. 3, Excelsior, Minn. Estimated con-
struction cost $49,314, first year operating cost
$75,000, revenue $86,000. Equal partners are
Leonard V. Dayton, 46.2% WEAW-AM-FM Evans-
ton, HI., Edward A. Wheeler, 32% WEAW-AM-
FM, and Mr. Crawford, radio-tv director Savage-
Lewis Inc. (advertising agency).
La Grange, Tex. — Colorado Valley Bcstg. Co.,
1570 kc, 250 w D. P. O. address Box 569, La
Grange. Estimated construction cost $12,279, first
year operating cost $17,436, revenue $24,520. Prin-
cipals include Leon Schmidt, 12.32%, E. B.
Mayer, 18.48%, Ike J. Petras, 12.32%, Hattie
Kruschel, 12.32%, and others.
Ownership Changes
APPLICATION
WCKY Cincinnati, Ohio — Seeks transfer of
stock (76.7%) from Miami Beach First National
Bank and George A. Smathers executors of
estate of L. B. Wilson, to Miami Beach First
National Bank and Chanwell Co. as trustees,
C. H. Topmiller, Jeanette Heinze, Thomas A.
Welstead, Essie Rupp, Wiliam M. Ittman and
Taishoff Inc. (benefit of the estate of L. B.
Wilson). C. H. Topmiller, Jeanette Heinze, and
Thomas A. Welstead will remain as voting
trustees.
Hearing Cases
FINAL DECISIONS
FCC granted application of Dispatch Die. (Ed-
ward O. Lamb, president) for renewal of license
of tv station WICU (ch. 12), Erie, Pa. Commr.
Lee dissented; Commr. Doerfer absent.
FCC announced its Memorandum Opinion and
Order of June 13 which denied a July 30, 1956
petition by WMBD, Inc., unsuccessful applicant
in Peoria, 111., ch. 8 comparative proceeding for
rehearing, reconsideration and grant; however,
in lieu of a grant on ch. 8, WMBD is authorized
to construct a new tv station in Peoria on ch. 31,
subject to engineering conditions and that it files
within 30 days necessary technical information
with respect to operation on ch. 31, that con-
struction shall commence only after specific au-
thorization by the Commission following sub-
mission of that information, and that acceptance
by it of the instant grant shall be deemed to
constitute a surrender by it of all asserted
rights with respect to Channel 8. The Com-
mission treated the alternative request con-
tained in its July 30, 1956 petition in conjunc-
tion with the data contained in the application
which was considered in the comparative
hearing as an application for a permit to
operate on ch. 31 in Peoria. Commr. Craven
abstained from voting. (Text to be printed by
GPO in weekly pamphlet.)
The Commission (1) granted petition by Penn-
California
HM.OOO.OO
Low cost operation in attrac-
tive single station market. As-
sets exceed purchase price.
Some terms.
NEGOTIATIONS » FINANCING
Midwest
S 33.000. OO
Profitable property for own-
er-operator in single station
market of over 10,000.
000 cash will handle.
• APPRAISALS
Blackburn mpanij
WASHINGTON, D. C.
James W. Blackburn
Jack V. Harvey
Washington Building
STerling 3-4341
Page 104 • June 24, 1957
ATLANTA
Clifford B. Marshall
Stanley Whitaker
Healey Building
Jackson 5-1576
Broadcasting • Telecasting
PROFESSIONAL CARDS
I J AN SKY & BAILEY INC.
cutive Offices
5 De Solej St., N. W. ME. 8-5411
:es and Laboratories
1339 Wisconsin Ave., N. W.
snington, D. C. FEderal 3-4800
Member AFCCE *
mmercial Radio Equip. Co.
Everett L. Dillard, Gen. Mgr.
ERNATIONAL BLDG. Dl. 7-1319
WASHINGTON, D. C.
O. BOX 7037 JACKSON 5302
KANSAS CITY, MO.
Member AFCCB *
[ U S S E L L
P. MAY
4rh St., N. W.
Sheraton Bids.
tUngton 5, D. C
Rfpvblic 7-JyS4
M ember
AFCCE •
JAMES C. McNARY
Consulting Engineer
National Press Bldg., Wash. 4, D. C.
Telephone District 7-1205
Member AFCCE*
A. D. RING & ASSOCIATES
30 Years' Experience in Radio
Engineering
Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.
Member AFCCB*
L. H. CARR & ASSOCIATES
Consulting
Radio & Television
Engineers
Washington 6, D. C. Fort Evans
1001 Conn. Ave. Leesburg, Va.
Member AFCCE*
— Established 1926 —
PAUL GODLEY CO.
Upper Montclair, N. J. Pilgrim 6-3000
Laboratories, Great Notch, N. J.
Member AFCCE*
GAUTNEY & JONES
CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.
Member AFCCB *
PAGE, CREUTZ,
STEEL & WALDSCHMITT, INC.
Communications Bldg.
710 14th St., N. W. Executive 3-5470
Washington 5, D. C.
303 Whit* Henry Stuart Bldg.
Mutual 3280 Seattle 1, Washington
Member AFCCB'
GEORGE C. DAVIS
CONSULTING ENGINEERS
RADIO & TELEVISION
501-514 Munsey Bldg. STerling 3-01 11
Washington 4, D C
Member AFCCE*
Lohnes & Culver
MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.
Membtr AFCCB*
KEAR & KENNEDY
1302 18th St., N. W. Hudson 3-9000
WASHINGTON 6, D. C.
Member AFCCE*
A. EARL CULLUM, JR.
CONSULTING RADIO ENGINEERS
INWOOD POST OFFICE
DALLAS 9, TEXAS
LAKESIDE 8-6108
Member AFCCE*
EO. P. ADAIR ENG. CO.
Consulting Engineers
Radio-Television
Coram unications-Electronics
10 Eye St., N.W., Washington, D. C.
.cutive 3-1230 Executive 3-5851
Member AFCCE*
IOHN B. HEFFELFINGER
01 Cherry St. Hiland 4-7010
KANSAS CITY, MISSOURI
VIR N. JAMES
SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
16 S. Kearney Skyline 6-1603
Denver 22, Colorado
GUY C. HUTCHESON
P. O. Box 32 CRestview 4-8721
1100 W. Abram
ARLINGTON, TEXAS
WALTER F. KEAN
CONSULTING RADIO ENGINEERS
Associates
George M. Sklom, Robert A. Jones
1 Riverside Road — Riverside 7-2153
Riverside, III.
iA Chicago suburb)
Vandivere,
Cohen & Wearn
Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698
1420 New York Ave., N. W.
Washington 5, D. C.
JOHN H. MULLANEY
Consulting Radio Engineers
2000 P St., N. W.
Washington 6, D. C.
Columbia 5-4666
ROBERT M. SILLIMAN
John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.
Member AFCCB*
WILLIAM E. BENNS, JR.
Consulting Radio Engineer
3802 Military Rd., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 57-2601
Member AFCCB*
CARL E. SMITH
CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177
Member AFCCB*
A. E. TOWNE ASSOCS., INC.
TELEVISION and RADIO
ENGINEERING CONSULTANTS
420 Taylor St.
San Francisco 2, Calif.
PR. 5-3100
LYNNE C. SMEBY
CONSULTING ENGINEER JW-FM-TY
4806 MONTGOMERY LANE
WASHINGTON 14, D. C.
OLiver 2-8520
ROBERT L. HAMMETT
CONSULTING RADIO ENGINEER
821 MARKET STREET
SAN FRANCISCO 3, CALIFORNIA
SUTTER 1-7545
J. G. ROUNTREE, JR.
5622 Dyer Street
EMerson 3-3266
Dallas 6, Texas
RALPH J. BITZER, Consulting Engineer
Suite 298, Arcade Bldg., St. Louis 1, Mo.
Garfield 1-4954
"For ftetults tit Broadcast Eogintriog"
AM-FM-TV
Allocations • Applications
Petitions • Licensing Field Service
SERVICE DIRECTORY
COMMERCIAL RADIO
MONITORING COMPANY
PRECISION FREQUENCY
MEASUREMENTS
FULL TIME SERVICE FOR AM-FM-TV
O. Box 7037 Kansas City Mo.
Phone Jackson 3-5302
CAPITOL RADIO
ENGINEERING INSTITUTE
3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV Electronics engi-
neering home study and residencs courses.
Write For Free Catalog, specify course.
RADIO ENGINEERING COMPANY
CONSULTANTS — SpecieEs/i in
Television — Radio allocations — installa-
tions field — antenna measurements — AM
— UHF — VHF "will consider investing with
new applicants."
Norwood J. Patterson, Owner
1111 Market Street, San Francisco, Calif.
MArket 1-8171
Broadcasting • Telecasting
June 24. 1957 • Page 105
FOR THE RECORD continued
BOXSCORE
STATUS of comparative hearing cases
for new tv stations before FCC:
AWAITING FINAL DECISION: 6
(Figures in parentheses indicate dates oral
arguments were held.)
Seattle, Wash., ch. 7 (12-17-56); Buffalo,
N. Y., ch. 7 (9-24-56); Biloxi, Miss., ch. 13
(12-18-56); San Francisco-Oakland, Calif.,
ch. 2 (3-11-56); Ponce, P. R., ch. 7; Mc-
Keesport-Pittsburgh, Pa., ch. 4 (6-3-57).
AWAITING ORAL ARGUMENT: 5
(Figures in parentheses indicate dates ini-
tial decisions were issued.)
Coos Bay, Ore., ch. 16 (7-20-56); Hat-
field, Ind.-Owensboro, Ky., ch. 9 (2-18-57);
Onondaga-Parma, Mich., ch. 10 (3-7-57);
Toledo, Ohio, ch. 11 (3-21-57); Beaumont,
Tex., ch. 6 (4-27-57).
IN HEARING: 5
Cheboygan, Mich., ch. 4; Mayaguez, P. R.,
ch. 3; Lubbock. Tex., ch. 5; Sioux Falls. S.
D., ch. 13; Alliance, Neb., ch. 13 (6-6-57).
IN COURT: 4
(Appeals from tv grants in V. S. Court of
Appeals, Washington.)
Wichita, Kan., ch. 3: Portsmouth, Va., ch.
10; Miami, ch. 10; Knoxville, Tenn., ch. 10.
sylvania Bcstg. Co. (WIP, AM and FM), Phila-
delphia, Pa., to dismiss its protest; (2) reaffirmed
and made effective immediately March 13 grant
to WPFH Bcstg. Co. to change transmitter loca-
tion of WPFH (ch. 12), Wilmington, Del., from
five miles northeast of city to a point 26 miles
eastward and nearer Philadelphia and increase
antenna height from 623 to 900 ft. (BPCT-2083)
and terminated proceedings in Docket 12015; and
(3) dismissed as moot petitions by Pennsylvania
Bcstg. Co. and Storer Bcstg. Co. for enlargement
of issues and reconsideration of designation
order.
The Commission announced its Memorandum
Opinion and Order of June 13, denying a petition
filed April 29, 1957 by Wilton E. Hall and Green-
ville Television Co. asking reconsideration of the
Commission's Order of March 27, 1957 which
denied their petition to discontinue the Paris
Mountain operation of WSPA-TV, The Spartan
Radiocasting Co., ch. 7, Spartanburg, S. C. (Dock-
et 11314). Their court appeal is currently pend-
ing. Comr. Bartley concurred. (Text to be
printed by GPO in weekly pamphlet.)
The Commission made effective immediately an
initial decision and (1) affirmed Sept. 5, 1956
grant of assignment of license of station KEAR
(now KOBY), San Francisco, Calif., from Bay
Radio Inc., to Mid-America Bcstrs, Inc., and (2)
denied protest by Milton Stern, Jr. (Docket
11862). Comr. Bartley abstained from voting.
(Text to be printed by GPO in weekly pamphlet.)
INITIAL DECISIONS
Hearing Examiner Hugh B. Hutchison issued
supplemental initial decision looking toward
grant of application of Valley Bcstg. Co. for new
am on 600 kc, 1 kw, D, in Murphy, N. C, and
denial of competing application of Cherokee
Bcstg. Co.
Hearing Examiner Tmomas H. Donahue issued
initial decision looking toward grant of applica-
tion of York Bcstg. Co. for new am on 1220 kc,
1 kw, D, in Sanford, Me.
Other Actions
FCC denied petition by Association of Maxi-
mum Service Telecasters Inc., requesting 30-day
extension of time for filing reply comments in
the rule-making proposal to largely abandon
the tv channel assignment table. Comrs. Hyde
and Lee favored a 2-week extension. Comr.
Craven absent.
TV RULE MAKING PROPOSAL
FCC invites comments by July 15 to a rule-
making proposal by Television Columbus
(WDAK-TV, ch. 28), Columbus, Ga., to substi-
tute ch. 62 for ch. 4 in Columbus. Comrs. Doer-
fer and Craven dissented.
TV RULE MAKING FINALIZED
FCC finalized rule making and amended the
tv table of assignments by shifting ch. 12 from
Coeur d'Alene to Moscow, Idaho, effective
July 19.
PETITION FOR RECONSIDERATION DENIED
FCC denied a petition by KRNT-TV Co.
(KRNT-TV, ch. 8), Des Moines, Iowa, to (1) re-
consider that portion of March 1 report and
order in the Peoria (111.) -Davenport (Iowa) -Rock
Island-Moline (111.) deintermixture proceeding
which assigned ch. 8 to Davenport-Rock Island-
Moline by deleting it from Peoria, or (2) specify
that any grant on that channel in Rock Island
will require transmitter to be located 190 miles
from transmitter of KRNT-TV, and that the
action taken is without prejudice to grant of an
application by KRNT-TV to move its transmitter
location a reasonable distance to the east so
it can construct a 1000-ft. antenna. Comrs.
Doerfer and Mack abstained from voting; Comr.
Craven absent.
FCC (1) issued notice that it will grant no
new authorizations for fm broadcast stations to
to engage in functional music operations on a
simplex basis, and (2) extended for six months
from July 1, 1957, the time during which existing
fm stations may continue such simplex opera-
tions. (Comr. Mack absent.) The Report re-
iterates the Commission's view that all functional
music operation should be conducted on a multi-
plex basis as soon as practicable. When oper-
ating on a simplex basis, the FM station can
transmit functional music programs only when
the regular fm programs are not being broad-
cast; by multiplexing it can perform both oper-
ations at the same time.
PETITIONS
WICS Springfield, 111. — Petition requesting that
rule making proceedings be instituted looking
toward the deletion of ch. 3, Champaign, 111., and
conversion of that market to all-uhf market.
PETITION FOR RULE MAKING DENIED
Southwestern Radio and Television Company,
Fort Smith, Ark. — Petition to amend sec. 3.606
(b) of rules governing tv broadcast stations, by
issuance of proposed rule making looking toward
deintermixture of tv allocation in Fort Smith,
and reallocation of vhf ch. 5 from Fort Smith,
Ark., to Fayetteville, Ark. Petitioner also re-
quests that American Television Company Inc.
should be issued order to show cause why its
construction permit for station KNAC-TV, if
extended, should not be modified to provide for
operation on ch. 39 at Fort Smith.
COMMISSION INSTRUCTIONS
The Commission on June 13 directed prepara-
tion of a document looking toward (1) denying a
petition by East Coast Television Corp. to re-
quire that, pending final disposition in compara-
tive proceeding, any further operation on ch.
7 in Miami, Fla., be conducted only by a trustee-
ship composed of all applicants in proceeding
(Biscayne Television Corp., East Coast Tele-
vision Corp., South Florida Television Corp.,
and Sunbeam Television Corp.), and that Bis-
cayne Television Corp. cease operations of WCKT
on said channel; and (2) denying a petition by
Gerico Investment Co. (WITV, ch. 17), Fort
Lauderdale, Fla., requesting the Commission to
suspend operation of WCKT, reopen the record
and make Gerico a party intervenor, and other
relief.
The Commission on June 13 directed prepara-
tion of a document looking toward (1) denying
petitions of North Dade Video, Inc., L. B. Wilson,
Inc., and WKAT, Inc., for rehearing, recon-
sideration, reopening of record, stay, and other
relief, directed against Commission's Feb. 7
grant of application of Public Service Television,
Inc., for a new TV station (WPST-TV) to oper-
ate on ch. 10 in Miami, Fla., and denial of
competing applications of North Dade Video,
Inc., L. B. Wilson, Inc., and WKAT, Inc.; and
(2) denying petition by Gerico Investment Co.
(WITV, ch. 17), Fort Lauderdale, seeking similar
relief.
The Commission on June 13 directed prepara-
tion of a document looking toward denying a
petition by Jacksonville Bcstg. Corp. for re-
consideration, reopening of record, and oral
argument, directed against Commission's Aug.
31, 1956 grant of application of Florida-Georgia
Television Co., Inc., for a new tv station (WFGA-
TV) to operate on ch. 12 in Jacksonville, Fla.,
and denial of competing applications of City
of Jacksonville and Jacksonville Bcstg. Corp.
The Commission on June 13 directed prepara-
tion of two documents, one looking toward
denial of petitions for reconsideration of its
action in deintermixing Springfield, 111., by shift-
ing ch. 2 from there to St. Louis, Mo., and to
Terre Haute, Ind., and the other looking toward
rule making with respect to moving ch. 10 from
Terre Haute to Lafayette, Ind.
The Commission on June 13 directed prepara-
tion of a document looking toward denying peti-
tions for reconsideration of its action deinter-
mixing Evansville, Ind., by shifting ch. 7 to
Louisville, Ky., and ch. 9 from Hatfield to Evans-
ville for noncommercial educational operation.
NARBA
List of changes, proposed changes, and correc-
tions in assignment of Canadian Broadcast Sta-
tions Modifying Appendix containing assign-
ments of Canadian Broadcast Stations (Mimeo-
graph 47214-3) attached to the recommendations
of the North American Regional Broadcasting
Agreement Engineering Meeting, January 30,
1941.
610 kc
Thompson Townsite, Man. 1 kw ND unl. Class
III 5-15-58.
630 kc
CJET Smith Falls, Ont. 1 kw DA-1 unl. Class IH
5-15-58 (PO: 1070 kc 1 kw ND D).
680 kc
CHLO St. Thomas, Ont. 10 kw D 1 kw N DA-2
unl. Class II EIO 5-15-58 (PO: 680 kc 1 kw DA-1).
900 kc
CKBI Prince Albert, Sask. 10 kw DA-2 unl.
Class II. Now in operation.
1250 kc
CKRB St. George de Beauce, Que., 5 kw D,
1 kw N DA-N unl. Class III EIO 5-15-58 (PO:
1400 kc 250 w ND).
Note: In change List #111, dated April 12, 1957,
"EIO 15.3.57" should have read "EIO 15.3.53" in
all cases. The annotation to the CJSP, Leaming-
ton, Ont., item should have shown present opera-
tion as Day only instead of DA-1.
List of changes, proposed changes, and correc-
tions in Assignments of Mexican Broadcast Sta-
tions modifying the appendix containing assign-
ments of Mexican Broadcast Stations (Mimeo-
graph 47214-6) attached to the recommendations
of the North American Regional Broadcasting
Agreement Engineering Meeting January 30,
1941.
Mexican List No. 202 May 20, 1957
560 kc
Toluca, Mexico, 1 kw ND unl. Class III 11-20-
57.
1270 kc
XEAX Oaxaca, Oaxaca 5 kw D, 0.5 kw N ND
unl. Class III 8-20-57.
1400 kc
XELH Acaponeta, Nayarit, 100 w ND unl. Class
IV 11-20-57.
Continues on Page 111
Broadcasting • Telecasting
ALLEN KANDER
NEGOTIATORS FOR THE PURCHASE AND SALE
OF RADIO AND TELEVISION STATIONS
EVALUATIONS
FINANCIAL ADVISERS
WASHINGTON
1625 Eye Street, N.W.
Washington 6, D. C
NAtional 8-1990
NEW YORK
60 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-4242
--CHICAGO
35 East Wacker Drive
Chicago 1, Illinois
RAndolph 6-6760
Page 106
June 24, 1957
CLASSIFIED ADVERTISEMENTS
RADIO RADIO RADIO
Help Wanted Help Wanted— (Cont'd) Help Wanted— (Cont'd)
Management
Sales manager excellent New Jersey "spot" with
major independent. Salary, commission and over-
ride. Box 155A, B-T.
Sales manager who loves to sell. Five figure in-
come. Major market for strong independent in
Ohio. Box 156A, B-T.
Manager, small California lumber and cattle
town. Must have voice, first class phone license,
excellent selling and general reputation. Air-
mail brief resume. If you sound like our man
we'll phone you immediately. Box 188A, B'T.
Men with managerial or sales or copywriting
ability — New England chain, state qualifications
first letter. Box 232A, B»T.
General manager wanted for small station in the
south Jersey area, with sales and announcing
experience, salary plus incentive. Box 250A, B«T.
Station manager for CBS bonus outlet in south-
ern city of 25,000 population. Good proposition
for experienced man with sales ability. Hugh
Smith, WCOV, Montgomery, Alabama.
Top opening for aggressive station manager,
sales manager or outstanding salesman as sta-
tion or sales manager of fine station in single
station market of 30.000 plus. Congenial living
college city eastern Great Lakes area. Substan-
tial new prestige expanding organization paying
above average compensation with strong incen-
tive. Unlimited opportunity. Write, wire or phone
full details Station Consultant, Charles Denny,
3304 Forest Drive, Erie, Pa. 3-4028.
Sales
Salesman. Michigan. Major independent. Real
opportunitv for solid successful producer. Salary
plus. Box 157A, B»T.
Wanted: Salesman replacement for 250 watt, 30
year old Mutual Network station, located in
Fox River Valley of Wisconsin. Minimum of 2
years experience" required with network station.
Man 25 to 35 years old preferred. Excellent in-
come based on 17% of accounts now on the air
averaging 3 to 4 thousand dollars monthly. Im-
mediate opening. Send to Box 196A, B»T.
Experienced salesman, radio. If you are aggres-
sive, interested in making top money in sub-
stantial market with solid radio-tv operation, we
want you. Opportunity excellent for permanent
man who can produce. Guarantee and commis-
sion commensurate with your ability. No others
need apply. Contact Jack Chapman, KTSM-
Radio, El Paso, Texas.
Salesman-announcer. Permanent position in ex-
cellent community, opportunity to advance to
sales manager. Prefer voung man eager to learn,
must be sober with highest integrity. Salary plus
commission. WAKN, Aiken, S. C.
WTRL, Bradenton, Florida, wants salesman with
proven record, who can also handle announcing.
Market of 500.000 in sunshine state's fastest-
growing area. Rush pix and details to Dick Doty,
WTRL, Bradenton.
Salesmen for McLendon Stations. Fine opportu-
nitv for live-wire, aggressive men who desire
chance for promotion to managerial positions.
Write full details Bill Morgan, 2104 Jackson, Dal-
las, Texas.
Announcers
S160 a week for DJ— with flowing conversational
delivery (breezy and informal)— sportscast pace.
Adept at reading album liner-notes. Wanted by
midwest— Great Lakes area station. If you re
bright and buoyant, and use rhyming intros to
records, write Box 692G, B«T.
Announcer: Well known central Pennsylvania
independent davlight station wants good morn-
ing man. Starting salary S100.00 per week. Sta-
tion changing format to music-news operation.
Box 183A. B«T.
Personality dj, willing to take direction and have
music programmed. Salary open. Major metro-
politan market, south. Write Box 217A, B-T.
Announcers
Old established 5 kw western station needs good
announcer with first ticket. Delightful climate,
fishing, hunting and money. Hurry. Box 229A,
B«T.
Announcer strong on commercials with at least
one year experience. Send tape and resume.
KILO, Grand Forks, North Dakota.
DJ-salesman who can sell on the air and on the
street to replace our man moving up to man-
agement and who made more than $9000 last
year. If experienced and want to live in a beau-
tiful country and can fill the job contact KLAD,
Klamath Falls, Oregon.
Need immediately combination play-by-play and
pop dj for central Kansas' outstanding 1,000 watt.
Town of 42,000 you'll like. Sports include 117
basketball games, 35 football plus National Juco
Big 7 and regional tourneys. Talent paid. Air-
mail complete background, photo, sports tapes;
taped commercials, music ad libs and news. J.
D. Hill, KWHK, Hutchinson, Kansas, "Where
Agriculture and Industry Meet".
• DEADLINE: Undisplayed — Monday
preceding publication date. Display —
Tuesday preceding publication date.
• SITUATIONS WANTED 204 per
word
$2.00 minimum
• HELP WANTED 254 per word
$2.00 minimum
• All other classifications 304 per word
$4.00 minimum
• DISPLAY ads #15.00 per inch
Payable in advance. Checks and money
orders only
No charge for blind box number
Applicants: If transcriptions or bulk packages
submitted, $1.00 charge for mailing (Forward
remittance separately, please). All transcriptions,
photos, etc., sent to box numbers are sent at
owner's risk. Broadcasting • Telecasting ex-
pressly repudiates any liability or responsibility
for their custody or return.
Announcer with some experience. Fine working
conditions in air-conditioned studios. Good start-
ing salary. WCOJ, Coatesville, Penna.
WFAR, Farrell, Penna. Top deal for morning
man.
Miami dj opening. The south's most powerful
full-time independent radio station is looking
for a top-notch young air personality for 7 to 11
pjn. If you now have top ratings in your town,
can run record hops and want a chance with a
growing multi-station organization, send resume,
non-returnable tape, and 1957 photo (no phone
calls please) to: Bob Earle, WLNZ, Miami,
Florida.
Successful midwest kilowatt has opening for
general staff and news announcer. Qualifications:
pleasant voice; flub-free delivery; sufficient ex-
perience to handle job in serious, professional
manner. Complete resume with references, photo
and tape to WMIX, Mt. Vernon, Illinois.
Wanted: An experienced announcer. Must be
sober. Work part night shift. 50 hours per week.
Mail tape and experience to P. O. Box 444, Mon-
roe, Georgia.
And there you are. And here we are. Number
one in all 4 of our markets, Kansas City. Min-
neapolis. New Orleans and Miami, more yet to
come. Looking for bright sounding josh diskies
like you just can't hardly find no more. Top
pay, unlimited opportunities with America's
most successful radio group. Send tape and re-
sume to Bill Stewart— The Storz Stations, 820
Kilpatrick Building, Omaha, Nebraska.
Technical
Combo man— must have first phone some hillbilly
and/or pop experience. Excellent opportunity,
top company. Box 989G, B«T.
Wanted — chief engineer for 5000 watt network
affiliate, south, must stay sober, be cooperative,
energetic and with good character. Full informa-
tion, photo, references required with first letter.
Box 100A, B«T.
Are you an energetic engineer who has no
chance for advancement in your present job,
then we're looking for you. We are a two-station
chain with the third station permit expected
shortly. We need a chief engineer, a man capa-
ble of maintenance repair, and purchase of tech-
nical equipment. The man we hire will have a
chance at the construction of our proposed third
station. If you're a young married man who de-
sires to assume a permanent and responsible
position with an expanding firm, send all infor-
mation to Box 158A, B-T.
Have immediate opening for chief engineer-an-
nouncer at fast growing 1 kilowatt daytime in-
dependent on Florida east coast. $100.00 per week
for forty hours. If interested, send tape, photo
and resume to Box 234A, B-T.
Wanted immediately, first class engineer for kil-
owatt daytime. Contact Charles Erhard by mail
or phone 4-31381, WACB, Kittanning, Penna.
Engineer for small market 5,000 watt am station
whose good with his hands as well as his head.
Experience desirable but not essential. If you
like challenging, creative broadcast work, con-
tact Chief Engineer, WCOJ, Coatesville, Penna.
Opportunity for first ticket engineer-announcer.
Apply Jack Owens, WEIC, Charleston, Illinois.
Combo man, first phone. Need not be best en-
gineer-announcer but must be capable of fitting
into congenial organization. Wonderful climate.
Near beaches. Write or phone Alden Baker,
WGAI, Elizabeth City, N. C.
Engineer with first class license and car for
transmitter position. WTRL, Peoria, Illinois.
Wanted: Chief engineer with announcing ability.
Pleasant working conditions. Send resume and
tape. WJAM, Marion, Alabama.
First phone, no announcing, capable of trans-
mitter operations, maintenance, AM-FM. mid-
west community of 21,000. Permanent, station
fifteen years old, well established. Submit data,
salary needed. G. J. Cassens, Chief Engineer,
WLDS, Jacksonville, Illinois.
Chief engineer, experienced, proven engineer-
ing background for kilowatt daytimer. Salary
commensurate with ability. Contact Manager,
WLSI. Pikeville, Kentucky.
TV transmitter engineers for recently licensed
Indianapolis television station. Transmitter build-
ing now under construction. Write today for
application to WLWI, 714 Merchants Bank Build-
ing, Indianapolis 4.
Wanted immediately, experience, first phone en-
gineer, no announcing. 5 kw. directional. Con-
tact H. W. Jackson, CE, WMMN, Fairmont, W.
Va.
Programming-Production, Others
Woman wanted 50-50 air personality and con-
tinuity'. Must be mature thinking type, able to
integrate into community, write selling copy.
Salary- open to discussion. Send tape, copy sam-
ples and vital information with first letter to
Box 176A, B«T.
Wanted for immediate opening, a combination
sports and program director. Starting salary for
qualified man S350 per month. Send audition
tape, photo and resume to Radio Station KBMN.
Bozeman, Montana.
Newsman, experienced to write and air local
news. Handle taoe recorder. $75 to start: $85 in
six months. WCOJ, Coatesville. Penna.
Copywriter. Experienced. Write to WEOK, Pough-
keepsie. New York.
W riter. Top independent mus'C and news station
offers a challenging opportunity to an experi-
enced copywriter. Top salary to man or woman
who can turn out first-quality selling co'jy f-'st.
Must be production -minded and really capable.
Send resume to: Bob Earle. WLNZ, Miami,
Florida.
Broadcasting • Telecasting
June 24, 1957 • Page 107
RADIO
Situations Wanted
Management
Currently successful sales manager, creative,
versatile, economy-minded, educated, looking
for aggressive station needing reliable man who
can make money for you as manager or sales
manager. Box 204A, B»T.
Manager. Nine years experience. Now assistant
manager metropolitan 5 kw independent, setting
new sales, profit records. Best references: past,
present employers. Seeking management medi-
um, metropolitan market. Box 207A, B»T.
Manager, southerner, radio or tv, experienced
both. Strong on creative sales, promotion, pro-
gramming, production. Idea man with proof of
successful ideas. Hard worker, sober family man,
now managing successful station, metropolitan
market. Prefer Carolinas with station which
needs increased sales, ratings. Civic minded,
best references. Box 212A, B»T.
Manager or assistant manager, operations direc-
tor, or program director. Thorough experience
in small and medium station radio and tv. Mar-
ried, two children. 29 years of age. Active in
church and civic work. Excellent references.
Box 230A, B«T.
Management, radio has changed! If your station
hasn't, let's get together. Box 233A, B«T.
General manager, management and sales man-
agement background New York, Los Angeles
and San Francisco. Excellent references in tele-
vision and radio. Available because of failure
to acquire major market tv CP. Box 257A, B«T.
Sales
Wanted — boss interested in clean, profitable op-
eration, by experienced (15 years) sales-minded,
idea-rich management applicant. Must be willing
to give man credit for results in form of $$$$.
If interested, write Box 193A, B«T.
liuiuimnDrTnuLiimuimnmHtuiiiiiiTiinia miuurinc Jim nuinTCintriMirn mimu mtrif j 1 1 .i%u ■ mn mi m :r(iiK]iiiiin!'iiiijiiim»iiiiniii'riiainiJi wwi
FOR SALE
Best Offer
1 RCA TK20D Film Camera
Chain. Complete with all pow-
er supplies, controls, console,
edgelight, tubes, cables, etc.
2 RCA Regulated Power Sup-
plies—MI-26085B.
1 50' Camera Extension Cable
for RCA Studio Camera
TK11A, MI 26725.
1 RCA Power Distribution Box
MI 26260.
1 TV Specialty Co. Rear Screen
Projector Complete.
1 each NEW TUBES RCA 2BP1,
6198.
1 each GOOD USED TUBES
RCA 10 SP4, 7TP4, 5820. GE
5UP1, 5820.
39 NEW, UNOPENED, SYLVA-
NIA PROJECTION LAMPS
1000 W, 120V, T 12. Prefo-
cused.
Best Offer Takes It All!
BOX 243A, Broadcasting • Telecasting
miiiuiimniiiliiiBfflOimiiufl[tlj!ii!Miiiii:niii( mini ■ : 1 1 n 1 1 h 1 1 1 1 1 n « e r a 1 1 1 in hi : [ : c j 1 h m i n m 1 1 s 1 1 [1 1 1 n [ r i r 0 1 n r rti iuf iu"» <^ t it lui 1 1 c« jj^tiuiTimtHinriEEZtEJtnHUUam
Page 108 • June 24, 1957
RADIO
Situations Wanted — ( Cont'd )
Sales
One of America's top pitchmen, announcers and
sales manager. Over 10 years on 50,000 and
150,000 watt stations. Nationally known as hill-
billy dj and country singer. Strong on ad-lib
and mail order. Can sell my own time, write
copy and service accounts. Sober and depend-
able. Best references. Presently employed by
50,000 watt station as sales manager and country
dj. Interested in permanent broadcasting and
sales position with small or large southern sta-
tion geared to rural market. Let this 30-year-old
promotion minded radio man make money for
you. Box 222 A, B»T.
Wanna make money? I sell. On the air as disc
jockey air personality; off the air as time sales-
man. Nine years experience. Am perfectly happy
where I am, but would like to step up into
larger market. Thirty years old. Box 236A, B»T.
Announcers
Negro dj, versatile, all phases. Good board opera-
tor, travel. Box 874G, B«T.
Personality-dj. Strong commercials, gimmicks,
etc., run own board. Steady, eager to please.
Go anywhere. Box 875G, B-T.
Girl-personality, dj. run own board, eager to
please. Free to travel. Gimmicks and sales. Box
877G, B-T.
Country-Western dj, announcer. Guitar. Third.
Fifteen years experience, Available July. Box
125A, B-T.
Summer replacement announcer. Experienced,
dependable, mature. Experienced copy. Taught
radio. Box 132A, B«T.
I'm a criminal because of high-pitched friendly
voice; but for employer who rates brains, per-
sonality, experience, above glamour voice, I'm
top buy. Good health, habits, references, family
man 32. Box 141A, B«T.
I have fourteen years radio-television experi-
ence. I want permanent sportscasting position,
minimum salary $10,000 a year. Box 180A, B'T.
4 years experience, college, speech major, radio
school; musical background; married, draft ex-
empt, dj and programming. Box 184A, B«T.
Radio or tv presently employed announcing,
writing radio. Strong commercials, news. Can
write news. Want advancement. Military pilot
crop duster, farming background. Mature. Box
190A, B-T.
Attention Piedmont, North Carolina, married dj,
4 years experience, knows music, desires posi-
tion at music station. Box 192A, B»T.
Fast paced dj, 3 years experience, prefer north-
east, family. Box 198A, B«T.
Announcer and dj, presently employed at top
midwestern kilowatt. Two years experience.
Married and vet. Looking for opening and ad-
vancement in midwest or Florida. Box 199A,
B«T.
Deep resonant voiced announcer with working
knowledge of the business. Serious, getting mar-
ried in December. Prefer news, commercials, dj
available immediately. Box 240A, B»T. .
Sportscaster-newsman. Well rounded. Success-
ful background. 28. Degree. Well employed Cali-
fornia. Seeking lively, aggressive firm. Radio-
tv. Box 241A, B-T.
Available immediately. Versatile resonant, radio-
tv announcer. Experienced. Also, cameraman
switcher. Can take summer replacement. Young.
Well appearing. B.S. Box 242A, B«T.
Dj with light experience, seeking future with
radio station, operate con, fast delivery, gags,
gimmicks, will relocate, tape, resume, sent upon
request. Box 245A, B-T.
Announcer-veteran, married, college degree, one
year experience, strong on sports and news.
Experienced in copywriting and newswriting.
Box 246A, B«T.
Top-country dj, recording personality with li-
brary and 3rd class ticket, also, tv childrens
show rhc. Experienced, sober, reliable, refer-
ences. Minimum salary $150 per five day week
on a one year trial. Box 248A, B«T.
RADIO
Situations Wanted — ( Cont'd )
Announcers
Experienced staff announcer. Prefer New Eng-
land, vicinity. UN 5-3528, New Haven, Conn.
Announcer, single, sober, vet, white, seeks first
job in radio, recent graduate SRT, jolly Santa
Claus type. Howard Jones, 1086 Anna Street,
Elizabeth, New Jersey.
Experienced announcer, A\'2 years, disc jockey,
news, etc. Wants full-time job in central Mass.,
eastern Mass. or southern New England. Would
like to try tv, if possible. Leaving present job
because of consolidation of staff. Please call
Lloyd Nelson, Milford-3427, or wire Lloyd Nel-
son, Box 268, Milford, Mass.
Technical
Engineer, 1st phone, 6V2 years experience, tv and
radio, college and night-school training, some
micro-wave experience former am chief, don't
drink. Permanent only. Box 878G, B»T.
Chief engineer, experienced 250 to 50 kw; 34,
married, family. Prefer northwest; minimum
$100 week. Box 181A, B«T.
Transmitter position, west, 1st phone, experi-
ence, car. Box 191A, B-T.
M.I.T. student wishes summer employment as
engineer-announcer. First phone, ham. Engineer-
announcer in college station. Available until
September 15. Box 227A, B«T.
Chief engineer, fifteen years experience am-fm
and tv including color. Graduate engineer. Box
235A, B»T.
Engineer with first class ticket and fifteen years
experience would like a position with a small,
independent, station. Can furnish the best of
references. Box 251A, B«T.
Transmitter engineer, 1st phone, experienced,
wants permanent position in Indiana. William
Blum, 801 S. Anitaa, Bloomington, Indiana.
Phone 2-3132.
1st phone, no experience, want to learn announc-
ing, no car, $75. Berkshire 7-6721 after 6:00 PM,
Walter Piasecki, 2219 N. Parkside, Chicago.
Engineer, 1st, single, sober, life experience 250 w
to 50 kw, available transmitter operation, vaca-
tion fill, or maintenance, call Wallace V. Rocke-
feller, Wood River, Nebraska.
Programming-Production, Others
If your program or news department needs
skilled organization and direction from a radio
veteran long associated with the country's fast-
est rising independent entrepreneur, contact box
number below. Top fifteen markets only. Box
179A, B-T.
Program director, production manager, produc-
er-director. 14 years, radio-tv. 9 years tv. 6
years one station. Former NBC unit manager.
Director of operations present position. Strong
on top quality local production. Creative, im-
aginative, extremely concientious, perfectionist.
Idea man with proven ability. Ex-performer.
Knows talent. Varied background allied fields.
Married. Salary commensurate with experience.
Anxious to locate with aggressive, progressive,
well-equipped station contemplating local color
and video tape. West coast preferred. Box 187A,
B-T.
Newsman, seven years radio-tv. Currently mid-
west, go anywhere. $125 minimum. Box 189A,
B«T.
Young woman, 38, seven years program conti-
nuity, typing, shorthand, third ticket. Desire up-
per midwest. Box 200A, B«T.
Reporter and radio news writer major wire serv-
ice desires relocate and connect radio or tv.
Family, 29, J-school and four years experience
on Chicago desks and beats. Prefer Oregon,
Washington or northern California. Available
that area July for interview. However, all re-
plies considered. Box 201A, B-T.
Korean veteran, college graduate, can write
continuity, news, commercials, sports, humor,
publicity, some announcing, knowledge music,
will travel, live anywhere. Box 206A, B»T.
Experienced newswriter, available immediately,
3 years with Chicago wire services, graduate of
midwestern broadcasting school. Prefer Illinois
or northern Indiana. Box 238A, B«T.
Broadcasting • Telecasting
RADIO
TELEVISION
Situations Wanted — ( Cont d )
Situations Wanted — (Cont'd)
Programming-Production, Others
Management
r
ZXX AXZ
College and recent Broadcasting Coaching As-
sociates combo grad, experience writing, selling,
public speaking, wants full or part-time job, ra-
dio or television, in New York. Salary secondary.
Box 239A, B-T.
Program director, 20-year vet, has music and
news format that will boost those sagging rat-
ings. Proven plan for today's progressive sta-
tion. Box 247A, B»T.
Experienced newsman desires position with fu-
ture. Veteran, 29, college degree, 6 years experi-
ence. Completely trustworthy, sincere and com-
petent. Excellent references. Box 249A, B«T.
Four men, currently employed. Total twenty-
eight years radio. Specialize in country, R & B,
pop, news, play-by-play sports, remotes, con-
tinuity. Promotion minded can program on to
off air. Ages 20-28. Prefer package deal. All in-
quiries answered. Box 256A, B»T.
TELEVISION
Help Wanted
Sales
Television sales. Salesman, young, personable,
free to travel, sell special television promotion
package. Expenses during training, commission
when qualified. Give previous selling experience
and as many particulars as possible. Please en-
close recent snapshot. Box 755G, B»T.
Salesman, veteran or draft exempt, with one to
three years radio-television sales experience.
Good opportunity to become part of established
station in expanding market. Write Personnel
Department, WSBT-TV, South Bend l, Indiana.
Announcers
Sports reporter wanted, tv and radio. New full
power tv station on air in fall. Large northeast
market. Sports minded community. Letter and
resume. Box 221A, B«T.
Technical
Television engineers. First class license required.
State experience, prefer 1 or more years ex-
perience, education. Benefits: paid vacation, life
insurance, plus a good place to increase your
knowledge of tv. Salary dependent upon experi-
ence. South Florida location. Box 186A, B«T.
Transmitter engineer for midwest station. New
station, all new RCA equipment, VHF operation.
Immediate employment, first-class license re-
quired. State experience, education, references,
and provide recent photograph. Box 194A, B»T.
Expanding maximum power NBC-TV affiliate
with new CP for satellite needs engineers— studio
& transmitter. Wonderful chance for advance-
ment. Contact: Chief Engineer, KCKT-TV, Great
Bend, Kansas.
Television engineer. First class license. State ex-
perience, education, etc. Write Roger Sawyer,
Chief Engineer, KGLO-TV, Mason City, Iowa.
Chief engineer needed at tv station. Apply WFLB-
TV, Fayetteville, N. C.
Combined radio and television station needs
technician with first class license. Pay from $66
to $104 for 40 hours, five day week, depending
upon experience. Send complete information first
letter. Patrick S. Finnegan, Chief Engineer,
WLBC-TV, Muncie, Indiana.
First phone engineer. Salary dependent on ex-
perience. Contact Chief Engineer, WTVD-TV,
Durham, N. C.
Programming-Production, Others
TV continuity director. Must write selling copy,
have head for administrative details. Midwest
two station market. Include details, expected
salary, sample copy first letter. Box 178A, B«T.
TELEVISION
Situations Wanted
Management
Assistant manager, operations manager, program
director. Thorough television experience, medi-
um, major markets. Excellent references. Em-
ployed. Box 208 A, B-T.
Manager or assistant manager, operations direc-
tor, or program director. Thorough experience
in small and medium station radio and tv. Mar-
ried, two children. 29 years of age. Active in
church and civic work. Excellent references.
Box 230A, B-T.
Announcers
Announcer-emcee. Strong on warm up, audience
participation, interview. Good taste, judgment.
Can project personality. Bud Collier, Bert Parks,
Garry Moore type. Long experience. Live audi-
ences. Ready for television. Travel for interview,
audition. Box 151A, B«T.
UHF, Shmoo hf! If you're a "V", make me an
offer. Sports, news, and a confident sell. Box
228A, B-T.
Hard worker — announcer-director, ten years ex-
perience. Excellent performance record, best
references. Box 254A, B«T.
Technical
Experienced first phone engineer. Radio or tv
acceptable. South preferred. Box 214A, B«T.
Programming-Production, Others
Hear it now. Recorded documentary on finest
newsman you could find for major television-
radio market. Box 182A, B-T.
Gal, 23, interested in tv announcing and com-
mercial writing. Experience; 3 years radio con-
tinuity director, writer and announcer. Presently
working continuity department top tv network
station. Two years college major; radio-tv. Best
letters of recommendation. Box 197A, B«T.
Director-writer-producer, 4 years in major mar-
ket radio-tv. Award winner. Degree with ad-
vanced work, 25 years old. Versatile, original.
Willing to travel. Prefer major market (pres-
ently on west coast). Box 202A, B«T.
Program director, operations manager, assistant
manager. Thorough television experience, medi-
um, major markets. Excellent references. Em-
ployed. Box 209A, B«T.
College and family man with background of:
sales, announcing, directing. Desire assistant-
ship to production or operations manager. Box
210A, B»T.
Ready to go to work. TV director. Able to han-
dle one or all phases control. 4 years experience.
Best references. Box 211A, B«T.
Producer-director. Presently employed. Family
man. Desire solid operation. References. Box
216A, B«T.
Available immediately: College graduate; home
economics, major; radio and television minor; 3
years in sales, copy, announcing; third class
ticket. Will supply tape and photograph for
homemaking show. Give full particulars in first
letter. Box 219A, B»T.
Program director-production manager: Currently
employed production manager. Desires change.
Experience includes producing, directing and
announcing both on/off camera. News, commer-
cials, and mc work. 32, married, references. Box
237A, B«T.
Production man-announcer, thoroughly experi-
enced. Know tv operations. Available July 1.
Box 255A, B-T.
FOR SALE
Stations
Midwest, daytime station, single station market,
$48,000 full price, $18,000 cash, balance terms. Box
841G, B«T.
250 watt daytimer in small southern market. By
owners. No brokers. Box 177A, B«T.
250 w local western desert want associate man-
ager with cash. Box 213A, B»T.
Well established fulltime radio station thriving
industrial city. Central state. Asking $125,000
terms, buyer gets $20,000 net quick. Box 253A,
B«T.
Hiis Salesman
(Jan Have a Big
FUTURE!
You have the stamina of an Army
Mule and the sales sense and ad-
\ vertising sa\\ \ of a Madison Ave- ^
\ nue Fox.
^ ou vc reached the top in bales at
the radio or TV station in the \
jSj -mall or middle market where \ou
are presently employed. You've
accepted the fact that you are
Sji Mocked and are now seriously con-
sidering a move to higger things
this summer.
t You have a deep sense of personal 5
* confidence in your sales ahility and
KNOW that you can do a man size
sales joh in return for which you \
jp expect man size money. (We're ?
thinking in terms of $10,000.00 or
better the first year with a realistic
£ potential top of from 12 to 15 thou-
^ sand by the second year.) You'll
earn a guaranteed salary and ex-
pense money and your incentive
plan will be both realistic and bb- f
eral.
You'll have to sell in the face of
^ stiff competition in a major yi
market in Florida but you'll have
the strong backing and support of
£ aggressive, progressive promotion i<
^ and sales management to help you.
You'll be part of a hard charging
sales team selling for an estab-
^ lished network TV station owned 5
by a large newspaper-Radio-TV
group.
i If you've got guts, go and personal '6
5 enthusiasm for your own success;
the experience, ability and im-
agination to use the tools we'll sup- J,
iq ply, then you'll enjoy working
with us. Ciy babies, worry birds
and "desk jockies" looking for a
I soft place to fall in Sunny Florida £
would be miserable here.
Our group is big enough to offer
fine futures within itself to good |jj
^ men. Or make your mark with us
and we'll help you to advancement
outside the company if you desire
^ The type of man we want will be
the man who can, must and
advance within our ranks or wi
t in the industrv.
X ^
If you know you're ready for ad-
vancement, let us hear from you
immediately. We'll give you a .
c prompt decision and arrange a "
personal interview. Your job will
be ready about August 1st and you
I should be ready to come here about *
' that time.
Box 22-1 A. B. T. U
il be I
will
Broadcasting • Telecasting
June 24, 1957 • Page 109
FOR SALE
INSTRUCTION
RADIO
Stations
Florida coastal playground and national defense
market area station. Record of earnings for
owners. Majority control $135,000. Requires sub-
stantial cash. Paul H. Chapman Company, 84
Peachtree, Atlanta.
Sold. 40% of all the broadcast stations listed with
this agency since Its establishment. Private, con-
fident, ai service. Ralph Erwm, Broker, Tulsa.
Norman & Norman, Inc., 510 Security Bldg.,
Davenport, Iowa. Sales, purchases, appraisals,
handled with care and discretion, based on op-
erating our own stations.
Write now for our free bulletin of outstanding
radio and tv buys throughout the United State*.
Jack L. Stoll & Associates, S3S1 Hollywood Blvd..
Los Angeles, Calif.
Equipment
Magnecorder PT-63J amplifier and P-63A mag-
nasonic, complete with carrying case. Almost
new. Willing to sacrifice for a quick sale. Box
195A, B«T.
FM-10 kw Western Electric and monitor, 8 bay
Collins, 500 feet 3Va inch line, dehydrator excel-
lent condition. Make best offer. Box 244A, B«T.
For sale: Stencil Hoffman Tape Recorder with
2 glass enclosed racks and panels, RCA disc re-
corder with recording amplifier and vacuum
cleaner, and 24 pair jack-strip. All used, al-
though we have never used it ourselves, and
in excellent condition. Can be seen in Holly-
wood at 1440 North Highland. Contact North-
west Schools, either at 1221 N.W. 21st, Portland,
Oregon, phone CA 3-7246, or Vickie Selmier in
Hollywood, phone HO 4-7822.
For sale — Best offer gets used Gates 28-CO limit-
ing amplifier. Excellent condition. KGAF, Gaines-
ville, Texas.
250 watt GE transmitter type BT-20A. Purchase
new, used 5 \'z years. Complete with tubes and a
spare set plus two 1340 kc crystals. In excellent
operating condition. Priced for quick sale. $1,000
F.O.B. station. Contact Charles Lawrence, Chief
Engineer. WRAD, Radford, Va.
3 kw Federal Telephone fm transmitter with
accompaning co-ax, antenna and monitors—
$3500.00 — C. L. Graham, Gadsden, Alabama —
phone Liberty 6-1R14.
Have available immediately in Chicago, one
complete DuMont model 124 camera chain, port-
able sync generator, compliment of lenses, fric-
tion head, head sets, and dolly. Excellent condi-
tion. Asking $6,000.00. Contact John Birrel at
Capital 3-7248 or 2118 N. W. Overton, Portland,
Oregon.
WANTED TO BUY
Stations
Principal with radio and financial background
interested in midwestern radio properties in
primary and secondary markets. Inquiries direct
from owner only will be given fullest considera-
tion on a cash or term basis, provided however
price is realistic and predicated on sound busi-
ness basis. No brokers please. Box 950G, B«T.
Texas broadcaster has down payment for small
southwest radio station. Replies confidential.
Box 978G, B«T.
Director, engineer seeking radio station west-
midwest. Under $7,500 down on total or per-
centage with option on remainder. Box 205A,
B«T.
Purchase all or percent of station in midwest or
Rocky Mountain region. Replies confidential.
Box 215A, B«T.
Equipment
One or three kilowatt fm transmitter, monitor,
co-ax d%"). Box 218A, B«T.
Wanted to buy 3 kw or 10 kw fm transmitter.
Also want fm monitor, other fm accessories.
Reply Box 220A, B-T.
Cash for three kw RCA fm transmitter and re-
lated equipment. Box 226A, B»T.
Will buy or trade am station equipment for
guyed tower. Sale GR 731 modulation monitor.
Box 231A, B«T.
Used 1 kilowatt or up fm transmitting equip-
ment. Transmitter, antenna, monitors, miscel-
laneous studio equipment. Box 252A, B«T.
Good used fm antenna — State price and condi-
tion. James R. Corry, 1633 Westheimer, Houston,
Texas.
FCC first phone license in six weeks. Guaranteed
instruction by master teacher. Phone FLeetwood
2-2733. Elkins Radio License School, 3605 Regent
Drive, Dallas, Texas.
FCC first phone in 12 weeks. Home study or resi-
dent training. Our schools are located in Holly-
wood, California, and Washington, D. C. For free
booklet, write Grantham School of Electronics,
Desk B-A, 821 19th Street, N. W., Washington
6, D. C.
The National Academy of Broadcasting, 3338 —
16th St., N. W., offers advanced summer courses
to teachers and other college trained men and
women in all phases of radio and tv program-
ming. Day & evening classes. Course for begin-
ners starts Sept. 30th. Positions for graduates
plentiful. Phone— De. 2-5580.
RADIO
Help Wanted
So Jes
□□□□□□□□□□□□□□□□□□□□□□□□□□□□□□
SALES ENGINEERS
§ Broadcast equipment manufac-
D turer has immediate openings for
□ sales engineers to travel and call
□ on radio stations in following ter- □
^ ritories :
□ Mountain States
Southeast
Midwest
□ Southern California
□ Salary, expenses and incentive bo-
□ nus system provides high earning
□ potential for aggressive sales-mind-
er ed individual. Technical back- 6
□ ground essential. Permanent posi- □
□ tion. Many company benefits. Send □
g resume. □
□ BOX 990G, B»T o
qooooooooqqoooooooqoqooooogqoo
SALES ADMINISTRATION
o
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o
o
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Broadcast equipment manufacturer q
has openings in important sales §
positions in home office. Applicants §
should have top knowledge of g
equipment field combined with
deep interest in sales. Travel occa-
sionally. Technical background es-
sential with ability to coordinate
and inspire. Excellent opportunity
for growth with top company. Good
salary and ideal living conditions
in midwest community. Many com-
pany benefits. Send resume.
BOX 991G, B*T
8
RADIO
Help Wanted
Announcers
:¥if Immediate opening qualified personality deejay
pj and air salesman. Pleasant Florida regional in-
dependent operation, salary commensurate abil-
i?: ity and experience, percentage, override on com-
•ji;! mercial contents of shows handled. Only show-
is man need apply. Rush tape, background
requirements Box 223A, B'T.
Help Wanted— (Cont'd)
Announcers
AM— TV OPERATION
IN WASHINGTON
Needs top commercial announcers. Send
tape with ad-lib, straight commercials,
news plus info on radio- tv. Background
and references.
ART MOORE AND ASSOCIATES
JONES BUILDING
SEATTLE 1, WASHINGTON
Technical
ELECTRONIC ENGINEERS
Live in the Midwest
Enjoy the advantages of a
smaller midwest city. Give your
family a break. Get away from the
traffic and rush. Outstanding school
system.
Challenging opportunities in de- P
sign and development work in Au- p
dio, TV or High Frequency, AM 1
Broadcast Transmitters, and Com- H
munications.
Advancement. Complete bene-
fits. Send details and photo to Per-
sonnel Director.
GATES RADIO COMPANY 1
Quincy, Illinois
Programming-Production, Others
NEWSMAN
Number one station in metropolitan market
needs newsman to prepare and voice news.
Prefer young man with some experience.
Salary subject to negotiation.
Radio KFOR, 814 Stuart Bldg., Lincoln
Nebraska
RADIO
Stations Wanted
Announcers
wmmmmmmm®
[AVAILABLE I
Rock 'n Roll DJ
Dynamic
Top Rating
Box 22.5A. B»T
Page 110 • June 24, 1957
Broadcasting • Telecasting
RADIO
Situations Wanted — (Cont'd)
Sales
TOP BROADCASTING SALES
EXEC DESIRES AFFILIATION
WITH RADIO/TV STATION
OR BROADCAST REP FIRM
ON PACIFIC COAST.
Background includes:
= Outstanding ability to sell broadcast
time.
= Both Major Indie and network affiliate
experience in largest west coast market.
"Top References.
= Local and national sales recognition in
broadcasting field.
"Over 10 years sales experience in food,
newspaper, & broadcasting fields.
* Excellent Management sales manage-
ment experience.
*Age 32 — married — 2 children
PLEASE OUTLINE YOUR NEEDS
(All Replies strictly confidential )
Phil Dexheimer, 7423 Stewart Avenue.
Los Angeles 45, California.
ORegon 8-6540.
TELEVISION
Help Wanted
IMMEDIATE OPENINGS
WAVY-TV
CHANNEL 10
TIDEWATER, VIRGINIA
HAS NEED OF STAFF IN THE FOLLOWING
f CATEGORIES:
SALES
TRANSMITTER AND STUDIO ENGI-
NEERS
ANNOUNCER-DIRECTORS
TRAFFIC
CONTINUITY
FILM EDITORS AND PHOTO LAB
4 THIS IS THE 27th LARGEST MARKET IN THE 4
A UNITED STATES. ITS LOCATION ON WORLD'S a
\ GREATEST HARBOR MAKES FOR INTEREST- f
f ING LIVING. REPLY STATING SALARY AND 4
REFERENCES TO WAVY, 709 BOUSH STREET,
NORFOLK, VIRGINIA.
Technical
COLOR
TELEVISION
CLOSED CIRCUIT
Public Relations Department
of large Philadelphia manufac-
turer has openings for a color
video engineer, projection en-
gineer and TV technician.
Some previous experience is
essential. Applicants must be
willing to travel extensively.
Provide complete details of ed-
ucation and experience. Liberal
benefits.
Box 203A, B«T
TELEVISION
Situations Wanted
Programming-Production, Others
LET'S WHEEL & DEAL
I'M IN A TRADING MOOD!!
Radio-TV Promotion & Merchandising
Know-How for Directorship in
Telecasting Industry or
Promising Position in Agency
FOR
Versatile voting man
thoroughly experienced
in Radio & TV sales pro-
motion and merchandis-
ing. Excellent client rela-
tions.
Salary and
advance-
ment oppor-
tunities.
Resume and references upon request to:
Box 163 A, B«T
FOR SALE
Stations
Single station markets.
Small and medium busi-
ness volumes, priced ac-
cordingly. Terms.
PAUL H. CHAPMAN COMPANY
Station Brokers
84 Peachtree • Atlanta
Equipment
§OCXX>OCXX>000000^
Q 12 kw UHF General Electric 8
Q transmitter complete Avith all
0 accessories in A-l condition,
o Distress cash sale. Principals
0 only.
Box 175A. B»T
O
o
Ocxxxxxxxxxxxxx>oocxxxxxxxxxxx>o
TAPE RECORDERS
All Professional Makes
New — Used — Trades
Supplies — Parts — Accessories
STEFFEN ELECTRO ART CO.
4405 W. North Avenue
Milwaukee 8, Wise.
Hilltop 4-2715
America's Tape Recorder Specialists
EMPLOYMENT SERVICES
LOOK SOUTHWEST
For outstanding job opportunities and qualified
applicants in the radio-TV industry. Managers,
Announcers, Directors, D.J. s, Newsmen, copy-
writers. Outline your experience or needs. Ra-
dio-Tv Dept., SACKS EMPLOYERS SERVICE, 438
Wilson Bldg., Dallas 1, Texas
NO
MATTER
now
you look at it,
a classified ad on
this page is your
best bet in getting
top-flight personnel.
FOR THE RECORD
CONTINUED
Continues from pane 106
May 3, 1957
Cuban Chance List No. 2
1580 kc
CMGB Playa de Varadero, Matanzas 250 w ND
D Class II.
Routine Roundup
BROADCAST ACTIONS
By the Broadcast Bureau
Actions of June 14
KBAB El Cajon, Calif. — Granted mod. of li-
cense to change name to Balboa Bcstg. Corp.
KTWO-TV Casper, Wyo.— Granted extension of
completion date to Dec. 13.
Actions of June 13
KOMA Oklahoma City, Okla. — Granted assign-
ment of license to Burton Levine, et al.. d/b as
Radio Oklahoma.
WTTV (TV) Bloomington, Did.— Granted mod.
of cp to change ERP to vis. 44.6 kw, aur. 26.8 kw,
change trans, location, make changes in ant.
system and change ant. height to 1250 ft.
Actions of June 12
KVWM Show Low, Ariz. — Granted license for
am station.
WMNS Olean, N. Y.— Granted license for am
station.
WRKH Rockwood, Tenn. — Granted license for
am station and specify studio location.
KJHO Sioux Falls, S. D. — Granted license cov-
ering change from employing DA night and day
to directional ant. nighttime only.
WFLA-TV Tampa, Fla. — Granted cp covering
change to ERP vis. 302 kw, aur. 151 kw.
The following were granted extensions of com-
pletion dates as shown: WATR-TV Waterbury,
Conn., to 9-29; WCDB Hagaman, N. Y., to 10-1;
WCDC Adams, Mass., to 10-1; KWOW Pomona,
Calif., to 7-30; WEBB Baltimore, Md., to 10-23.
Actions of June 11
WAMM Flint, Mich. — Granted cp to change di-
rectional antenna system.
WLWA Atlanta, Ga. — Granted mod. of cp to
change studio and trans, location, install new
trans, and ant. system.
WISE-TV Asheville, N. C— Granted mod. of cp
to change ERP to vis. 24 kw, aur. 12 kw, change
studio and trans, location, install new trans, and
ant.; antenna 420 ft.
WITJS St. Croix, Christiansted, V. I. — Granted
extension of completion date to 12-24.
KATT Pittsburg, Calif .—Granted extension of
completion date to 7-30.
Actions of June 10
WSTJI Iowa City, Iowa — Granted permission to
temporarily reduce hours of operation from
unlimited to a minimum of 8 hours daily be-
tween Aug. 5 and Sept. 30, inclusive, to observe
vacation period.
KBPS Portland. Ore. — Granted permission to
remain silent during regular summer school
vacation from June 7 to Sept. 20.
WBRT BartseUe, Ala.— Granted license for am.
KMAR Winnsboro. La. — Granted license for
am.
KPOL Los Angeles, Calif .—Granted license
covering change hours of operation install DA-N
and change studio location.
WPAT-FM Paterson, N. J.— Granted license for
frn broadcast station.
WBIR-FM Knoxville, Tenn. — Granted cp to
change ERP to 3.3 kw ant. height to 620 ft.,
change trans, and studio location and make
changes in ant. system.
WABE (FM) Atlanta, Ga.— Granted cp change
ERP to 4.3 kw ant. height to 360 ft., change trans,
and studio location, and change ant. system.
The following were granted extensions of
completion dates as shown: KSAN-TV San Fran-
cisco, Calif., to 11-22: KSWS-TV RosweU, N. M,
to 9-8; WDTV (TV) Columbus Bav. Christiansted
V. L, to 12-24, WMPT. South Williamsport, Pa.,
to 10-11; WLWL Mansfield, Ohio, to 8-26; WOLA
Saline, Mich., to 9-24: WIVI Christiansted. V. L,
to 12-31.
The following were granted authority to
operate transmitters bv remote control: KTCB
Maiden, Mo.: WMIL Milwaukee. Wis.
UPCOMING
June
June 24-28: Annual convention. Advertising
Assn. of the West, Hawaiian Village. Honolulu.
July-
July 8-Aug. 2: Television Institute, U. of Cali-
fornia. Los Angeles.
July 20-23 : National Audio-Visual Convention and
Exhibit. Fairfax, Va.
Broadcasting
Telecasting
June 24. I OS'
Page 111
PROGRAMS 8 PROMOTIONS
NBC PICKS MOST BEAUTIFUL VOICE
WTIC Hartford, Conn., has been singled out
for top honors in a competition among NBC
affiliates for best local promotion of the
network's "Most Beautiful Voice in Amer-
ica" contest, according to Matthew J. Cul-
ligan, vice president in charge of NBC
Radio Network. The contest winner, how-
ever, a Hollywood secretary, entered the
contest "direct," sending her entry to NBC
New York.
The station promotion prize — a Vespa
motor scooter bearing the station's call
letters — will be presented to Paul W.
Morency, president of WTIC. As a result
of the station's extensive promotion cam-
paign, more than 400 persons in the Hart-
ford area entered the contest. Contest di-
rector for the station was Bernard Mullins,
vice president in charge of public relations.
Local promotions began on 80 of the
network's affiliates April 1. The contest was
carried on the full network, with national
promotion beginning in mid-April.
Irma Jean Gaertner, secretary in the
legal department of Metro-Goldwyn-Mayer,
Hollywood, was announced winner of the
contest on Monitor, NBC's weekend serv-
ice. She appeared on Monitor, yesterday
(Sunday). Second place went to Robert
D. Conrad of Kankakee. 111., now stationed
with the 14th Radio Broadcasting & Leaf-
let Battalion in Honolulu.
Radio and Television
Stations
are accused of Committing
, HBEL
SLANDER
Piracy
; plagiarism
INVASION or
PRIVACY
COPYRIGHT
VIOLATION
based upon acts of Station, Staff,
Announcers, Speakers, Performers,
Commentators
You can't predict claims —
BUT YOU CAN
INSURE
effectively against embarrassing loss
by having our unique policy at almost
trifling cost.
MISS GAERTNER
Third place winner is Mrs. Jane Engle-
man, Great Bend, Kan., mother of three
boys. Randall T. Ross, 54-year-old audio-
visual director of country schools, Reno, is
fourth place winner. Taking fifth place is
Ken Sleds, advertising and sales administra-
tor, Spectachrome Co., Cleveland.
Before becoming a secretary at MGM,
Miss Gaertner was introduced to radio dur-
ing World War II, when she was m.c.^for a
USO variety show. From this she received
two full time announcing offers, according
to NBC, but turned them down for a job
with a fund-raising organization in New
York.
As first place winner, Miss Gaertner re-
ceived an NBC talent contract, a 1957 Nash
Ambassador sedan, a Polaroid camera and
her choice of any
one of five "dream
vacations for two,"
which include an
1 8-day cruise to
the Far East via
Japan Air lines, a
62-day safari to
Africa on a Farrell
Steamship Lines
flagship; a two-
week tour of the
capital cities of
Europe via Scan-
dinavian Airlines,
a 12-day Caribbean cruise aboard a Grace
Line cruiseship and a seven-day vacation in
Hawaii via United Air Lines. She selected
the Far East trip.
Mr. Conrad will receive a Winter colonial
grand piano, a Polariod camera and his
choice of the four remaining trips. Third,
fourth and fifth place winners will receive
their choice of the remaining trips.
Total number of entrants has not yet been
tallied, but in the five areas represented by
the winners, there were 1 2.000 entries. NBC
said.
Slade Wins Young Contest
SHERMAN SLADE, executive vice presi-
dent, Cunningham & Walsh, Los Angeles,
won a weekend vacation lor two at the
Apple Valley Inn, Apple Valiey, Calif., when
his entry was adjudged best in th; "why
we buy radio" contest conducted by the
Los Angeles office of Adam Young Inc., sta-
tion representative. Mr. Slade's winning
words (one under the 25-word maximum)
complete the sentence "We buy radio be-
cause . . ." this way: ". . . of its low cost-per-
thousand circulation, complete market
coverage, flexibility, around-the-clock audi-
ence and the simple but important fact it
sells goods."
WWCA Issues Negro Survey
WWCA Gary, Ind., is offering a Negro sur-
vey of that city prepared by Samuel Fitz-
simmons, New York economic and statis-
tical surveyists. It contains the comparative
study of the change in population by color
and sex from 1950-1956; distribution of
Negro population by age and sex; distribu-
tion of Negro population 14 years and over
by occupation and sex for selected geograph-
ical tracts for Gary; distribution of income
for Negro persons 14 years and over for
Gary, 1950: median school years completed
— 25 years and over — 1950; Negro labor
force for Gary, 1950 and 1956; outline map
of Gary showing population growth and
location of Negro areas and Negro con-
sumer market growth, population and house-
holds.
'Sullivan' Marks Ninth Year,
Contest for Stations Held
IN connection with the ninth anniversary
of the Ed Sullivan Show, promotion man-
agers of all the stations carrying the show
program were asked to send greeting cards
to Mr. Sullivan. The top ten cards were
chosen from the 100 that were received
and the winners were brought to New
York and scheduled to appear on the
Sullivan Show yesterday (Sunday). The
cards received were photographed individ-
ually with Ed Sullivan and returned to the
stations for local promotion. A cocktail-
buffet in the Kenyon & Eckhardt (agency
for show) New York office was given for the
winners last Friday, and Saturday they
motored to Mamaroneck for swimming,
boating and picnicking. Sunday, they were
to go to Jones Beach for a swim in the
Atlantic, luncheon by the seaside, rehearsal
for the show and a buffet dinner with the
cast and crew.
The winners included CFRN-TV Ed-
monton, Alta.. which submitted a totem
pole with Ed Sullivan at the top and a
scroll illuminated, making him "Chief Stone-
face" of the local Indian tribe, promotion
manager: Isobel MacDonald; WTVH-TV
Peoria, 111., a miniature train, promotion
manager: Paul Proctor; KGGM-TV Albu-
querque, N. M.. a Navajo blanket with
greetings to Mr. Sullivan printed on white
leather, promotion manager: Bob Van
Driel; WFMY-TV Greensboro, N. C, a six-
foot cutout of the "Pied Piper of Piedmont"
with miniatures of manufactured items in
that area, artist who created the card,
Emory Culclasure. made trip to New York;
KSBW-TV South Bend, Ind., a full-size
replica of a tv set in leather with a lighted
screen which (when handle was turned)
told the story of that area; WRDW-TV
Augusta, Ga.. used golf as theme as it is
reportedly one of best known golf centers,
promotion director: D. G. Shepherd;
WAFB-TV Baton Rouge, La., sent large
card with stork flying over its greetings and
framed montage of Baton Rouge area, and
WRITE FOR DETAILS AND RATES
EMPLOYERS
REINSURANCE
CORPORATION
21 WEST TENTH STREET
KANSAS CITY, MO.
BUY SOUND-FACTOR PLAN
WSRS
GREATER CLEVELAND'S
NUMBER 1 STATION
SRS "Radio- Active" MB S
Page 112 • June 24, 1957
Broadcasting • Telecasting
DRESSED in pirate garb are four
WGAR Cleveland personalities who
entertained the passengers of a WGAR
cruise which was scheduled to tour
Niagara Falls or Crystal Beach Park
in Canada. Pictured are (1 to r) "Black
Jack" (Tom) Armstrong. "Fatima"
(Ruth) Allen, "Captain Grim" (Bob)
Smiley and "Blood and Guts" (Jim)
Taylor. The cruise featured a pirates
ball and prizes were awarded for the
best costumes. The event was hosted
by WGAR personalities and their
replica of station's building, promotion di-
rector: Grace McElveen; KTTS-TV Spring-
field. Mo., a boat about 12 feet long with
a caricature of Daisy Mae and Ed Sullivan
dressed in Ozark clothes, promotion man-
ager: Pearson Ward; KSBW-TV Salinas-
Monterey, Calif., featured theme of golf
with picture of Bing Crosby and Mr. Sulli-
van on Pebble Beach course, president of
station, John Cohan, made New York trip:
and WCCO-TV Minneapolis caught a small-
mouth bass (6 lbs.), encased it in plastic
along with Minnesota greenery and sent it
to Mr. Sullivan, promotion manager: Gene
Godt.
WBKB (TV) Plans New Series
BALLADS and humorous farm-life stories
built around 15 animals provide the format
for a new program, Win Stracke's Farm,
bowing on WBKB (TV) Chicago July 1 as
a strip series. Mr. Stracke will narrate the
weekly exploits of his animals and sing bal-
lads composed especially for children. Nar-
rative, involving one animal, will start Mon-
day and end Friday each week, with pro-
gram telecast 10:30-11 a.m.
Public Service Brochure Offered
i WESTINGHOUSE Broadcasting Co., New
I York, is making available a 36-page public
interest programming brochure. The book-
let, titled To Meet a Challenge, is designed
to "give you a little of the flavor of the
Boston Conference." It contains pictures
and summaries of the public interest shows
carried by Westinghouse stations. Copies
may be acquired from the company.
'Let's Travel' Schedules Tour
PAUL ANDREWS, conductor of Let's
Travel (WOR New York, Mon.-Fri., 7:45-8
p.m., Sat.-Sun., 12:15-12:30 p.m.) will
guide 39 listeners on a 24-day tour of Eng-
land, Holland, Belgium, Luxembourg, Ger-
many, Austria, Switzerland, Italy, Lichten-
stein, Monoco and France. The group leaves
Friday. Tour price is $1,000 minimum.
National Hot Dog Month
To Be Promoted on Radio, Tv
SIX ambassadors of good will hit the road —
and radio-tv — starting today (Monday) on
a 60-city tour in behalf of a revered Amer-
ican institution — the hot dog.
It's all part of the second annual National
Hot Dog Month promotion, sponsored in
July by Tee-Pak Inc., makers of casings for
skinless frankfurters. Six "wise and beau-
teous" young ladies will impart hot dog his-
tory and lore in key cities and present gold-
plated frankfurters to mayors and governors,
among other activities.
Additionally, tentative plans call for their
appearances and interviews on some 100
radio-tv stations, with the heaviest concen-
tration on homemaking, disc jockey and
.news programs, plus visits to newspaper
editors.
The Tee-Pak account is handled by Crut-
tenden Adv.. Chicago, although the cam-
paign is being coordinated by Daniel J. Edel-
man & Assoc., that city. No provision has
been made for paid radio or tv time, spots
or programs, according to the Edelman
firm, which views their broadcast appear-
ances in the nature of "service" promotion.
Among their other chores, the six young
ladies will reveal new recipes involving the
use of hot dogs and will take part in hot
dog eating contests. Tee-Pak coordinated
the tour to coincide with National Hot Dog
Month promotions by producers of frank-
furters and related items.
DETECTIVE STORY
KITE San Antonio tracked down "the
man who wasn't there" and let him in
on some pleasant news at the same
time. Datus Proper, general manager
of the Pearl Brewing Co., San Antonio,
was named "Citizen of the Year" by
the San Antonio Council of Presidents.
They then discovered he was touring
Europe. Since it becomes very difficult
to present an award without a recipi-
ent, they asked the KITE news bureau
for some help. The station tracked Mr.
Proper down to a hotel in Madrid, and
arranged and taped a trans-Atlantic
call to notify him of the honor. The
tape was featured at the award cere-
mony.
G EE j I'll try that
baking powder!"
Commercials on WGN-TV have
a way of getting results — because
WGN-TV programming keeps
folks wide-awake, interested —
and notching. For proof, let our
specialists fill you in on some sur-
prising WGN-TV case histories
and discuss your sales problems.
Put "GEE!" in your Chicago sales
with Q
Channel
Chicago
** According
to the
Record"
Continuities for July
A daily almanac . . . each a
five-minute program packed
with information about the im-
portant happenings throughout
the world.
July's "According to the Rec-
ord" includes stories about the
"S. S. United States," John
Quincy Adams, Bastille Day,
Mary Baker Eddy and other
significant and entertaining
highlights and sidelights of the
years past.
BMI's "According to the Rec-
ord"' package contains a full
month's supply of continuities
. . . Highly commercial . . .
Now in its 13th successful year.
For somple scripts pleose write
to Station Service Department
BROADCAST MUSIC, INC.
589 FIFTH AVE., NEW YORK 17. N.V
NEW YORK • CHICAGO • HOLLYWOOD • TORONTO • MONlRU.
June 24, 1957 • Page 113
HOOPER — PULSE — NIELSEN
KOSI— See Foijo. KOBY — See Mty
; .OGRAMS & PROMOTIONS continued
Summer Outdoor Listening Market
Promoted in WGN Sales Booklet
THE THEME that radio is the only means
of reaching the booming summer outdoor
listening market and that summer radio is
just as big as the winter audience highlights
a new booklet prepared for WGN Chicago
salesmen under the supervision of Charles
A. Wilson, advertising and sales promotion
manager of WGN Inc. (WGN-AM-TV) .
Titled Summer Listening and WGN Radio,
the booklet is designed to show agencies
and clients "that they cannot afford to give
their advertising a summer vacation.'"
Statements are documented by statistics
from reports by the A. C. Nielsen Co., The
Pulse Inc., Radio Adv. Bureau, Adv. Re-
search Foundation, Sales Management and
Tide. Typical is a Pulse radio report show-
is. YW-TV Cleveland, which late last year
was singing the 10-minute blues on ac-
count of its unsold 11:20-11:30 p.m. CST
time slot, these nights is waxing rhapsodic
over reels of non-cohesive jungle film.
For that matter, so are late evening Cleve-
land viewers, not to mention the local
Studebaker-Packard dealers and the folks
who make Chiclets and Dentyne chewing
gum.
KYW-TV assigned writer - producer
Bill McGaw to make something of the
miscellaneous jungle material the station
had acquired from Sterling Television.
Meanwhile, KYW-TV rearranged its 11-
11:30 time slot completely and put in
news, weather and sports. Only the
sports segment failed to produce a spon-
sor.
Weeks passed. Mr. McGaw pondered
until one day he chanced upon an idea.
"Why not," he mused, "do an out-of-
doors version of 'The Continental,' that
suave ladies' man with the 'come hither-
my-love' approach?" KYW Vice Presi-
dent and General Manager Rolland Tooke
and his executive assistant, John L. Mc-
Clay, both expressed great enthusiasm
for the project.
THE VICARIOUS THRILL: When Cesare
admires a cigarette holder.
ing average homes-using-radio last summer
as 23.5 compared to 22.7 for the preceding
winter. The station ties in statistics with
claims it reaches more homes than any
other Chicago radio outlet and thus is the
"best buy for big summer audiences."
Storm Warnings Organized
STORM WARNING systems have been set
up by KCRG-AM-TV Cedar Rapids, Iowa,
and KFMO Flat River, Mo., according to
reports received from the two stations. The
KCRG system will cover most of eastern
Iowa and is under the direction of the sta-
tion's news editor, John K. Williams. The
KFMO system was originated by the sta-
tion's manager, James F. Collins, and will
serve a number of towns in the state.
Mr. McGaw hired actor Paul Orgill for
the part of a wealthy, retired sportsman
whom he then dubbed "Cesare." The sta-
tion's make-up department gave Mr.
Orgill greying temples and decorated his
cheek with a sabre scar (to simulate an
adventuresome youth as a European un-
iversity dueling champion). Set designer
Jack Bernsau fixed up a sound stage to re-
semble a bachelor's hunting lodge.
Cesare talks about his adventures
in the dense underbrush of India, on
the veldt of South Africa, and in the
jungles of Brazil, by way of introducing
various film clips, e.g., of mongoose kill-
ing cobra, of the Australian aborigine at
play, of the big game hunt in Rhodesia,
to name some shown to date. But it takes
more than mere film to attract an audi-
ence and to make the Cleveland Stude-
baker Dealers Advertising Assn. renew
its 13-week contract almost at first sight.
(The dealers reported a near-tripling in
showroom traffic since the show pre-
miered Jan. 14.)
Cesare will sip delicately from an ever-
present brandy snifter, and as he does so,
the viewer will note a lipstick-tipped cig-
arette smoldering in the ashtray, or a pair
of gloves "carelessly" left behind by one
of Cesare's visitors. Occasionally, they're
quite alive. As the camera dollies in for
a close-up on Cesare's countenance, the
picture not-so-accidentally will pick up a
well-turned ankle.
According to KYW-TV, Cesare has
brought the station from third to first
place "rating-wise" for that time of night.
And the viewers don't wait till 1 1 :20 p.m.,
either. They flick on ch. 3 at 11 p.m. to
catch the news and sports before the fun
begins, the station reports.
KYW's success with Sterling's jungle
film footage has also given the film com-
pany some "new ideas." The revised sales
pitch at Sterling on behalf of the jungle
film now embraces the "KYW experi-
ment." So far this year, Sterling's sales
vice president, Bernice Coe, reports 10
new customers for Jungle.
NBC-TV, ABC Radio Plan
Chicagoland Fair Coverage
PLANS for radio-tv coverage from the
Chicagoland Fair at Navy Pier June 29-
July 14 were nearing completion last week,
with several network and local station per-
sonalities scheduled to participate.
The event is sponsored by the Assn. of
Commerce and Industry and is designed to
focus attention on Chicago's growth and
progress and on the Middlewest's economic
growth potential.
Both NBC-TV and ABC Radio plan to
originate network programs from the exposi-
tion, which will include an antique automo-
bile parade, fashion show, water festival, an
ice revue and some 250 exhibits. NBC-TV
will originate Today and Tonight and ABC
Don McNeill's Breakfast Club, according to
tentative plans.
Station remote coverage will be given by
WGN and WGN-TV, WNBQ (TV), WLS,
WBBM, WCFL and perhaps other stations.
Fran Allison, member of ABC-TV's Kukla,
Fran & Ollie, will serve as official hostess
for the fair. Heaviest local coverage is re-
portedly planned by WGN and WGN-TV,
starting with a televised 90-minute press
revue and fashion show June 28. Addition-
ally, WGN will broadcast weekend pro-
grams with various local personalities, plus
its Big Ten Community Party July 3.
WHTN-TV's 'Golden Days of '49'
TO PROMOTE its summer spot business,
WHTN-TV Huntington, W. Va., is current-
ly sponsoring "Golden Days of '49." Gold-
painted rocks and a golden card relating the
extraordinary savings on spot announce-
ments offered by the station's sales depart-
ment are being distributed to prospective
clients by Bill Trowbridge, WHTN-TV sales-
man, dressed in a gold prospector's outfit —
whiskers and all.
Series Features Gussie Moran
TENNIS star Gussie Moran is featured in
a new weekly sports interview show on
WABD (TV) New York, following the sta-
tion's telecast of the main boxing bout at
St. Nicholas Arena on Monday. The pro-
gram, which is patterned after WABD's
Nightbeat show, is heard at 11:15 p.m. Miss
Moran asks candid questions of leading
sports figures.
'Ozark Jubilee' Changes Name
ABC-TV's Ozark Jubilee will be re-titled
Country Music Jubilee and will be given
new production and talent resources be-
ginning July 6 (10-10:30 p.m. EDT), ac-
cording to James T. Aubrey Jr., ABC-TV
vice president in charge of programming
and talent, and Leslie L. Kennon, vice pres-
ident of Crossroads Tv Inc., Springfield,
Mo., where the program originates. Dan
Lounsbery, for four years producer of NBC-
TV's Hit Parade, has been named ABC-TV
producer and Red Foley will continue as
m.c. The series is sponsored by Rolaids.
Clorets and Dentvne through Ted Bates &
Co.
JUNGLE FILMS PLUS 'COME HITHER'
Page 114 • June 24, 1957
Broadcasting • Telecasting
Staff of Strength
for the ASSOCIATION OF AMERICAN RAILROADS
Broadcasting • Telecasting
June 24, 1957 • Page 115
WHAT do you say to more than 1 00 million
people?
Answer that question as the Pepsi-Cola
Co. did in its co-sponsorship of Cinderella
this spring, and you have the philosophy
that guides Pepsi-Cola's multi-million-dollar
advertising program today.
In the $500,000 Rodgers & Hammerstein
spectacular on CBS-TV, Cinderella went
from the fireplace to the palace. Pepsi-Cola's
objective is somewhat more modest. It only
wants to go from the kitchen to the living
room.
Unlike Cinderella, however, Pepsi will be
surprised only if it does not reach its goal.
It's come a long way already, and it's look-
ing to television to help wave the magic
wand that will get it all the way.
Pepsi's objective — acceptance in the best
places — is not new. The idea that Pepsi
"really belongs" has been dominant in Pepsi-
Cola advertising for years. But the Cinder-
ella sponsorship (along with Shulton Inc.)
unveiled a new strategy — the tactic of the
spectacular — in the campaign that the com-
pany and its agency, Kenyon & Eckhardt,
are waging to make "Pepsi-Cola" synony-
mous with "quality."
Go back a few years.
In business a long time but still widely
unknown, Pepsi-Cola got its real start in
the depression years of the Thirties — on
bottle size and price. Thanks to the radio
saturation that Pepsi-Cola gave it, "twice as
much for a nickel too" became a national
craze in 1939-40, and Pepsi's sales boomed
apace. The economy theme continued to
dominate most of the company's adver-
tising throughout the 1940s — advertising
that, aside from radio, consisted largely of
skywriting and "Pepsi & Pete" ads on the
comic pages, backed by literally hundreds
of contests.
STEELE, BARNET SPEARHEAD NEW LOOK
Then, in 1949, a new management team
headed by Alfred N. Steele and later joined
by Herbert L. Barnet, took over. Mr. Steele,
now board chairman, and Mr. Barnet, presi-
dent, set out first to upgrade the product
and then, in 1950, launched a new adver-
tising theme designed to upgrade the public's
respect for it as well.
Coca-Cola was the entrenched leader of
Page 116 • June 24, J 957
TELEVISION STAMPS
QUALITY ON PEPSI
Soft drink firm's tv underscores its new look
the soft-drink field, leading Pepsi in sales
at that time by an estimated 5 to 1. But
Pepsi's curve was going up. More and more
people were drinking and serving the "12
full ounces" drink.
The trouble was that although they were
serving it in the living room, they were
still pouring it in the privacy of the kitchen.
Coke was "fashionable"; Pepsi was no better
than a poor relation (and actually, of course,
was no relation at all).
By pouring it in the kitchen while his
guests were in the living room, the host
figured to get twice as much for his nickel,
just as the jingle said.
So the new campaign that Messrs. Steele
and Barnet introduced in 1950 — through
Biow Co., then Pepsi's agency — eliminated
the skywriting and killed the Pepsi & Pete
comic strip ads. The New Look was designed
to convince consumers that in the improved
Pepsi they had a quality drink which could
be brought right into the living room with
the guests. There was no need to pour it
behind people's backs; they could serve it
proudly.
Pepsi's first tv venture was to sponsor Faye
Emerson on CBS-TV. She brought well-
known people onto the show. She, they —
the whole program — associated Pepsi-Cola
with an atmosphere of quality.
Sales progressed, too, but by 1952 the
Pepsi-Cola people felt a need for more
activity at the local level. Quality network
programming was becoming more costly
and, more important, tv market develop-
ment was not following the pattern of Pepsi's
market distribution.
The local bottler is a major cog in the
soft-drink machine, capable in the long run
of making or breaking a manufacturer. And
Pepsi has more than 500 local bottlers. So
Pepsi turned heavily to spot — both radio
and television — where it could concentrate
on areas needing help and put its money
where it figured to bring the largest return.
Polly Bergen became the symbol of Pepsi-
Cola in this new tactic.
Both of these approaches, network and
spot, paid off.
Coca-Cola's sales edge, about 5 to 1 seven
years ago, has been cut to approximately 2
to 1, according to current estimates, and
Pepsi-Cola officials are talking now of an
early day when the two drinks will be com-
peting as equals in both size and price.
As a clincher in their story of growth,
they note that where annual national case
sales for the soft drink industry as a whole
have gained only 4% since 1950, Pepsi's
are up 132% in the same period.
So with sales like that to indicate that
the quality theme is steadily gaining ground,
why change the technique of promoting it?
Why go into spectaculars, where the price
is high and the frequency small?
The answer is not too complex, but it
has several parts:
First there is the obvious association of
Pepsi with quality entertainment.
"We want not only to consolidate and in-
crease our sales gains," says Mr. Barnet,
'but also to re-emphasize the fact that Pepsi-
Cola is in the big leagues, that it brings
people good, worthwhile shows. We want
to be a part of programs that the public
will look forward to in advance and re-
member long afterwards."
WHAT ABOUT THE INDIVIDUAL EFFORTS?
For another thing, the "situation" has
changed again. Bottlers, individually, also
put a lot of money into television. They
sponsor all sorts of local programs — chil-
dren's shows, westerns, adventures, the whole
gamut. K&E officials point out that these pro-
grams are not, in themselves, bad advertising
buys.
But with Messrs. Steele and Barnet they
point out, too, that the format of a television
program can have great influence on what
the public thinks about the product that spon-
sors it. So they see the need to erect a sort
of national umbrella over their bottlers' in-
dividual advertising efforts, to help maintain
the "national image."
But why choose spectaculars rather than
weekly or alternate-weekly sponsorship of
some first-class series that appears week in
and week out? The answer is money. Pepsi-
Cola doesn't yet have the money to spend
on regular sponsorship of a program having
the class it's looking for, but it does have SI-
SI. 5 million to spend this year as "an inter-
Broadcasting • Telecasting
MEDIA MILESTONES:
Pepsi-Cola Hammers Hard, Often
With All of Advertising's Tools
THAT BOUNCY RADIO
JINGLE: Perhaps most fa-
mous of Pepsfs promo-
tions was the jingle that
kept America humming
for vears.
Pepsi-
4pS \
-k lot |^* )i*k-\,*lck wt,m*k-wl.CKk #1,
.- * .-* ■ . .
~r : ' :.j
1 -c-t - t- . . — i — a
. 0 _ , _ j» ^.
fncl-rl.iMd»«l,ci.ck«l.ejcl(«:!
i - ..
SKY WRITING: One of the
earlier forms of Pepsi pro-
motion, it became a cas-
ualty with the new Steele-
Barnet concepts.
THE PEPSI-COLA 009$
COPS H
CARTOON CAPERS:
Pepsi and Pete romped
through newspapers and
magazines until their de-
mise in 1950 with The
New Look.
oiscoves
AMEBIC* 5
TV WITH GLAMOUR:
Faye Emerson (left) was
featured in Pepsi-Cola"s
first television venture and
then more recently intro-
duced was the allure of
Polly Bergen (right and
also at top of opposite
page).
Broadcasting • Telecasting
June 24, 1957 • Page 117
mediate step" to re-establish Pepsi in network
television. So it elected to put the money into
a few "carefully selected, family type spec-
taculars to enhance the class and quality
product image."
Cinderella was the first. The second will
be a two-hour production of Annie Get
Your Gun, starring Mary Martin, on NBC-
TV the night before Thanksgiving in co-
sponsorship with Pontiac.
One other factor in the decision to buy
spectaculars: They provide what officials con-
sider an ideal springboard for all sorts of
national promotions which can be tied in at
the local level by Pepsi's 500-plus bottlers
around the country.
This, then, was the basic reasoning that
led Pepsi-Cola and K&E authorities — K&E
took over the account in January 1956 — to
the decision to concentrate on a few, but
high-quality special shows this year. It also
suggests the answer to the original question
of what to say to 100 million-plus people.
CLASS A INGREDIENTS INSURE SUCCESS
Both agency and advertiser were pretty
confident that they would be talking, if not
to 100 million people, at least to one of the
largest audiences in television history. This
was assured by several factors: The play was
a tv original by Rodgers & Hammerstein;
Julie Andrews, star of the Broadway hit "My
Fair Lady," was playing Cinderella; the play
was going into Ed Sullivan's 8 o'clock spot
on CBS-TV — plus the fact that Pepsi and its
bottlers put on one of the heaviest merchan-
dising campaigns any one television show has
ever enjoyed.
So Pepsi-Cola and JC&E, with prospects
brighter than most, faced up to the problem
that confronts every advertiser and every
agency: Preparing the commercials.
What they did would seem — if seen out
of context — to be the softest of soft-selling
messages. All three commercials showed the
product only in the closing seconds and one
of these had only two spoken words ("Pepsi,
please") . The third, which in contrast to the
others was done live, mentioned the product
only once, and then only in the most casual
institutional fashion.
But to Messrs. Steele and Barnet, to
Charles Derrick, Pepsi vice president and
advertising manager, and to the K&E ex-
ecutives who worked on them — as well as,
apparently, to millions of viewers — the com-
mercials had a clobbering effect that
amounted to "hard sell" of the hardest type.
They were integrated into the mood of
Cinderella itself. Indeed, both Pepsi-Cola
and Shulton Inc. (whose agency is Wesley
Assoc., although K&E also prepared Shul-
ton's Cinderella commercials) took their
cues from the program, Pepsi playing the
Cinderella line and Shulton addressing most
of its messages to the "Prince Charmings."
Indicating the power of the messages,
one woman wrote to Pepsi-Cola that she'd
been unhappy, despondent about life, but
that the closing commercial in particular
gave her new hope. That one, which
followed the glass slipper episode in the
story, showed a girl examining a slipper and
saying:
"Impossible! But impossible things are
happening . . . every day. Every day, some-
where, somebody meets someone, somebody
falls in love, somebody gets married. Im-
possible? Mmm! Mmm! What makes im-
possible things happen? Not just wishing,
that's fairy tale. It takes work to make a
wish come true. So all you Cinderellas and
Prince Charmings. get to work. Something
wonderful, and impossible, may happen to
you, perhaps tomorrow."
In the closing seconds the girl moved
toward a bottle of Pepsi and finished the
message: "But remember, everything starts
with a wish. And whatever your wish may
be, here's our wish — people to people. From
the people who make Pepsi-Cola for you:
May you succeed in making all your im-
possible wishes come true."
That was all.
In another of their commercials, K&E and
Pepsi-Cola accomplished the seemingly im-
possible feat of filming the entire 90-second
sequence — which included four costume
changes — in a single take. Officials at Uni-
versal-International Studios, where it was
filmed under the supervision of Roslyn
Relin, K&E radio-tv account executive, were
so impressed that they asked — for what was
said to be the first time for any tv com-
mercial— that it be shown to Universal's
full executive board.
AN ENTIRE LIFE'S SPAN SHOWN
This one, instead of pitching Pepsi, started
off showing a little girl crossing a small
bridge, panned downset to show her as a
bride, then as a housewife in the kitchen,
then wheeling the baby carriage, then buy-
ing a handbag in a store, and, finally, at
home with her husband and Pepsi. Simple?
But viewers got the impression that through-
out life, Pepsi-Cola is synonymous with
gracious living.
The one-take production, incidentally, was
accomplished through a lot of advance plan-
ning and the use of twin girls. The twin
who played the part of the bride then
ducked out and quick-changed her costume
IN ONE QUICK SWEEP: Pepsi-Cola and Kenyon & Eckhardt
accomplished the unusual feat of having one 90-second commer-
cial filmed in a single take, despite the fact it involved varied
sequences in the life of a woman. Pre-planning and use of such
things as twins permitted the sweep production that impressed
veteran Hollywood film makers.
Page 118 • June 24, 1957
Broadcasting • Telecasting
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Broadcasting • Telecasting
June 24, 1957 • Page 119
THINKING SIDE-SADDLE?
If you've been thinking side-saddle, why
not start some straight-shootin', herd-
ridin', calculatin'. WBNS Radio listeners
sit up and take notice . . . and they have
$2,739,749,000 to spend. They and Pulse
place us first in any Monday-through-
Friday quarter-hour day or night.
Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
ITS RADIO ACTIVE
. *— — « ■ ■ U ■ ■
iW* ffuy iwy Vow ImTCs Here \ld\ley
$463,891,000*
Annual Effective Buying Income
(253,000 People)
$1,827*
Annual per capita Effective Buying Income
($200 above the national average)
$5,955*
Annual per family Effective Buying Income
($500 above the national average)
"Stake out your claim" on this market by placing a
schedule of advertising on WOC — NOW!
WOC is 5000 watts . . . 1420 Kc . . . and an NBC
Affiliate.
*Sales Management's "Survey of Buying Power - 1956"
"•'ill, III.
Tri-City Broadcasting Co., Davenport, Iowa
Col. B. J. Palmer, President
Ernest C. Sanders, Manager
Mark Wodlinger, Sales Mgr.
WOC
Peter*, Griffin, Woodward, Inc.
Exclusive National Representatives
while the other twin was playing the house-
wife. The original twin took 'over again
at the handbag counter.
The other Pepsi commercial was almost
speechless. It showed a girl arriving alone at
a party, seeing no one she knew and feel-
ing left-out and lonely. At the end she
met a friend at the Pepsi bar. The only dia-
logue was the curtain lines when he asked:
"Pepsi?" and she answered: "Please" — a
combination of words which, incidentally.
Pepsi-Cola has promoted extensively in the
radio and television contests it pioneered
in San Diego, Calif., and Muncie. Ind. [B«T.
Aug. 20, 1956, et seq].
Supporting Pepsi's co-sponsorship of Cin-
derella was one of the most extensive mer-
chandising promotions the company has
ever conducted.
Through and with K&E, Pepsi-Cola set
up three separate contests for bottlers to
conduct at the local level; printed up five
million Cinderella comic books to go into
all cartons of Pepsi sold during the weeks
before the show; prepared letters for bottlers
to send to local school officials, asking
them to recommend the show to their pupils;
urged bottlers to work with their local sta-
tions in promoting Cinderella (and Pepsi-
Cola) to supermarkets; and sent out three
recordings, featuring singers Vic Damone
and Peggy King in songs from Cinderella,
to some 3,300 disc jockeys along with key
chains as mementos and suggested copy
calling attention to the forthcoming tv pro-
gram and the time of the telecast.
CBS-TV's promotion department also
went all-out, issuing publicity kits containing
both program releases and film clips, while
Bernard Relin & Assoc., public relations
counselors for Pepsi-Cola, also put out a
complete publicity kit to Pepsi bottlers,
suggesting methods of exploitation and pro-
viding material with which to do it.
BOTTLERS GIVE FULL SUPPORT
Pepsi-Cola officials have no way of know-
ing exactly how many or to what extent
their bottlers took part in the advance pro-
motion. They do know that at least 339 par-
ticipated in Cinderella promotions of one
sort or another, and at least 50 conducted
the Cinderella contest laid out by K&E.
These involved (1) a telephone contest,
in which bottlers offered prizes to peo-
ple who were watching Cinderella when
called by telephone during the broadcast;
(2) a Cinderella letter-writing contest, offer-
ing prizes for best letters nominating "the
nicest person I know," and (3) a similar
one in which the subject of the letter was
"my wish for my town." In all cases the
prizes were offered by "Pepsi-Cola's Cin-
derella" and the contests were promoted
heavily during the weeks immediately pre-
ceding the broadcast.
Bottlers promoted the program in many
other ways.
In New Haven. Conn., for example, a
"Prince Charming" and "Cinderella" were
crowned daily on tv during school promo-
tion. In San Francisco a local "Cinderella"
drew public attention through radio, tele-
vision, and newspapers. In Salt Lake City
a bottler sent a pony-drawn pumpkin-shaped
coach traveling the streets. In Washington,
Page 120 * June 24, 1957
Broadcasting • Telecasting
ESSO RESEARCH works wonders with oil
Modem asphalt makes driving more enjoyable
The miles fust seem to float by when you travel on quiet, safe, easy-to-drive asphalt highways.
Esso Research, working with oil and highway engineers, has helped develop tougher, more resilient
surfaces that stand up under heavy travel, hot sun, snow and ice. By helping to pave the
way of progress with asphalt, again ESSO RESEARCH works wonders with oil! f £§§Q 1
Broadcasting • Telecasting
June 24, 1957 • Page 121
PRESIDENT BARNET . . .
He carved a product image
a "Cinderella" float won third prize in a
festival parade. In Buffalo a "Cinderella"
contest winner traveled with "footmen" in
a horse-drawn carriage.
In Texas, a bottler offered to open a
"Cinderella savings account" for the first
girl born on "Cinderella Sunday." In an-
I THE STATION RELATIONS MAN
Bert Lown, CBS-TV's western manager
of station relations, gives this summation
of affiliate-network relations and the
|: duties of the stations relations man. He
|| spoke last Thursday at the Canadian
|| Western Assn. of Broadcasters meeting at
Jasper, Alta.
\ THE RELATIONSHIP between the net-
work and station affiliates is a complex
and peculiar one. It is unlike the relation-
ship between a manufacturer and a re-
tailer, unlike that between a producer and
a middleman, unlike that between a film
company and a theatre — in fact, it is un-
like any other relationship in our
economy
A tv network obviously depends strong-
ly on its affiliates, for, even today, a net-
work remains a relatively simple concept:
It is the interconnection of a number of
stations for the purpose of carrying the
same program at the same time.
But, as the network depends on its
affiliates, so do the station members de-
pend on network programs. Programs are
the means by which a station makes its
|i money. Not only does a network program
usually deliver an important, prestige-
building sponsor to the station, but it
also creates adjacencies that cannot be
created in any other way. The local sta-
ll tion's sales of those adjacencies, of course,
mean major revenue increases.
So the network-station arrangement
|| must provide a means for delivering
simultaneous circulation for a given pro-
other area the Pepsi bottlers banded together
to buy 40 Cinderella spot announcements
during the week before the telecast. In
others, bottlers individually bought local
spots — some as many as 30 or more — to
hypo viewing.
"Activities such as these were conducted
all over the country," says Joseph C. Lieb,
K&E vice president and account supervisor.
"To be sure, some bottlers did a better job
than others, but on the whole we can't com-
plain. There is no doubt that our first
venture into the field of spectaculars ex-
ceeded even our fondest expectations."
The promotions, the fact that it was
Rodgers & Hammerstein's first tv produc-
tion, the presence of Julie Andrews and
the fact it was the age-old Cinderella story
in one of the best time periods in television
— all these had an obvious cumulative effect.
Cinderella started off with a rating of 41.3,
whereas the first half of the Sullivan show
normally averages around 26.
And Cinderella's audience grew steadily,
rising to a 42.5 during the second half-
hour and winding up with a 46.1 in the
third.
These are figures with the sort of class
that both advertiser and agency want Pepsi-
Cola associated with. But they realize that
their next venture will have to have the
same sort of co-operation — by advertiser,
mmm PLAYBACK
QUOTES WORTH REPEATING
gram at a designated time period for the
term of the sponsor's contract — or else
the network program schedule, which is
a planned and organized structure, would
fall apart. And the job of selling and
supporting costly network shows would
become almost impossible.
One of the mechanics for accomplish-
ing all that is option time. It grew out of
the necessities of the business. A network
without option time would be like a rail-
road without a timetable, canvassing pas-
sengers as to when to start each train.
. . . While a station relations man-
ager on the average, tries for an in-person
visit to every station he is responsible for
at least once a year, contact — by letter,
phone, telegram and visits from station
personnel — is actually more frequent.
Station relations managers give help,
answer questions, make inquiries and —
most of all- — observe.
They must be up on every aspect of
station management in order to pass
along the newest techniques in every area
to all affiliates, and they are a continuous
sounding-board of information. Further,
they must become specialists in market
studies and, on their field trips "get the
feel of a competitive situation."
They are supposed to know everything
about a station's operation and its mar-
ket. At home in his network's offices, a
station relations man is primed in net-
work activities and aids in sales, promo-
tion, programming, clearance problems,
co-op sales (which often depend strongly
on the local affiliate's sales methods),
CHAIRMAN STEELE . . .
Pepsi-Cola is in the big leagues
agency, network, and bottlers — if it is to
match the first in impact and stature. Look-
ing forward to that one, though, they're
pleased with Cinderella's proof of their
belief that, as a vehicle to carry the partic-
ular quality message they want to get across,
a tv spectacular is no pumpkin.
unifying network cut-in charges and the %
like.
On the road, the network man may ||
perform any — or all — of the following: h
On arrival at an affiliate, he will pay re- M
spects to the station manager and key |f
members of the staff. He will be certain %
to look at sales operations like traffic
procedures, control-panel information ||
and how it is listed, origination of the |j
sales orders and so on. ||
He must also be helpful in terms of ii
station equipment and studio facilities, ||
especially as it fulfills local programming ||
as a corollary to network service. He ||
may meet and talk with local program
personalities, sit in on a show (perhaps
even participate in it) to help iron out ||
problems. He will also check on local
news facilities and see what network help
is needed there — if any.
That includes, of course, talking with ||
engineers and production personnel. And,
notably if the affiliate plans expansion
of facilities or construction of new stu- ||
dios. these discussions can become highly
technical. The network man may even, ||
before his day is over, be in the field to
inspect transmission towers and antenna, if
The job does not end even there. The
contact representative may meet with the
local chamber of commerce in regard to
public- and community-service program-
ming. He may check further on new §§
areas of expansion within the market. He ;1
will do anything he can to promote, boost
or sell his network's primary product, 1|
circulation.
Page 122 • June 24, 1957
Broadcasting • Telecasting
NOTICE TO EDITORS— This advertisement currently appears in
leading national magazines. For more than 30 years, Metropolitan
Life has sponsored similar messages on national health and safety.
Because of public interest in the subject matter of these adver-
tisements, Metropolitan offers all news editors (including radio
news editors), free use of the text of each advertisement in this
series. The text may be used in regular health featurew, health
columns or health reports with or without credit to Metropolitan.
The Company gladly makes this material available to editors as
one phase of its public-service advertising in behalf of the nation's
health and safety.
• . . and ask yourself this question:
"AM I A SAFE DRIVER?"
You are a safe driver if you . . .
• observe traffic regulations, especially about speed
• watch other drivers and try to anticipate
their actions
• drive extra-carefully when pedestrians, especially
children, are about
• know distances required to stop your car
completely at various speeds
• 'never drive when you are fatigued, ill or upset
• lower your speed as darkness approaches
• signal other motorists in ample time
• keep your car in top mechanical condition
You are not a safe driver if you . . .
• fail to observe right of way
• follow too closely behind the car ahead
• weave in and out of traffic lanes
• pass on hills or curves when there is no clear
view ahead
• do not adjust your speed to weather and traffic
conditions
• fail to lower lights when a car approaches
• take chances in hazardous situations
• feel over-confident or believe accidents happen
only to the other fellow
• speed through traffic lights on the yellow signal
• mix alcohol and driving
Always drive as if your life depended on it. It does!
COPYRIGHT 1957 — -METROPOLITAN LIFE INSURANCE COMPANY
Metropolitan Life Insurance Company
(A MUTUAL COMPANY)
1 Madison Avenue, New York 10, N. Y.
Broadcasting • Telecasting
June 24. 1957 • Page 123
Why International Milling's Advertising Manager
Prefers Crosley WLW Stations for Robin Hood Flour
"We use WLW Radio and TV Stations
for a number of reasons - top
'talent, excellent market coverage,
and important merchandising. Coop-
eration covers all phases of product
promotion and goes far beyond the
usual media-client service. The
Crosley Stations' close contact
with trade personnel and their
willingness to cooperate with
our local representatives
add an important plus
to our advertising!"
Robert E. Thompson']
Advertising Manager,
International Milling Company
Like Robin Hood Flour, you'll get top merchandising service for your
products on the WLW Stations. So before you buy, always check first with
your WLW Stations' Representative. You'll be glad you did!
WLW WLW-T WLW-C WLW-D WLW-A
Radio Cincinnati Columbus Dayton Atlanta
Network Affiliations: NBC: ABC; MBS Sales Offices: New York, Cincinnati. Chicago
Sales Representatives: NBC Spot Sales: Detroit, Los Ang-eles, San Francisco
Bomar Lowrance & Associates, Inc., Charlotte, Atlanta, Dallas Crosley Broadcasting Corporation, a division of
Page 124 • June 24, 1957 Broadcasting • Telecasting
-MONDAY MEMO
from AL HOLLENDER, vice president in charge of radio-tv dept., Grey Advertising
HOW TO STOP THE RETREAT TO THE ICE BOX
DURING YOUR COMMERCIAL
THE DW1GMEE FAMILY is silently grouped around the
television set. The first act of a three act play is over. The
theme music swells and fades. The screen goes black. And
then . . . there it is! Your commercial. The one you thought
would set the world on fire.
But wait! The Dwigmees are leaving the room. It's as
though your commercial theme was "Now is the time for
all good people to head for the ice box and make themselves
cheese sandwiches.'" How can you stop them? You're not
selling cheese, you're selling cigarettes! What's missing in
your commercial?
Chances are you'll find the answer in a single word. IM-
PACT! IMPACT ... the element that rivets attention . . .
the force that fixes a viewer's eyes on a screen as though
you'd called him by name. Without impact in the opening
seconds of a commercial, you might just as well sign off with
"compliments of a friend." And today, with the swamping
quantity of commercials fighting for attention, that opening
wallop becomes more important than ever.
But after the wallop, what then? How do you follow up?
How do you sustain the attention you've won? The answer
to that one is SHOWMANSHIP — tempered with imagination
and ingenuity — and topped off with a subtle catalyst called
SALESMANSHIP. A big order? Of course. But how many
commercials have ever left a truly lasting or favorable im-
pression without these elements? Few, if any.
Now let us assume that we have a commercial that fills
the bill on all four counts: showmanship, imagination, in-
genuity, and salesmanship. Is that the end? Not by a long
shot! With just a few flashing seconds in which to make our
impression on the viewers' minds, we must put across our
theme — the one line, the one word, the one thought that
will stick. And it had better be the right one because that's
the image the viewer will carry away.
We accomplish this singleness of purpose wherever pos-
sible through the use of product demonstration. Few things,
we have found, will help a viewer to remember or better
Alfred L. Hollender; b. Chicago, Sept.
29, 1912; educ. U. of III. Served World
War II on Eisenhower's psychological
warfare staff. Immediately after war
was Chief of Radio, U. S. Force.
Started in radio with WIND and WJJD
both Chicago. Began in continuity,
worked way up through assorted jobs,
including sports announcing and sales
and then to management. After war
service joined Lou Cowan Productions.
Served as head of radio and television
for Republican campaign for Eisenhower's presidential nom-
ination and election. Joined Grey Adv. four and a half years
ago. Currently vice president in charge of radio-tv department
of Grey. Member of agency's executive committee and board
of directors.
urge him to buy. than an interesting demonstration of the prod-
uct's chief selling point. Such a demonstration, when well
executed, is not only entertaining to the viewer, but carries
with it believeability and conviction. If the viewer can ac-
tually perform the same demonstration at home, so much
the better. This implies, of course, that the simpler the dem-
onstration the more convincing it is and. therefore, more
believable, too. And let no one underestimate the importance
of the believeability factor in commercial-building.
We've come a long way in the commercial-writing field.
We've discovered the tremendous distinction between just
"telling" and "selling" a product story. We've learned how
to employ showmanship to increase the effectiveness of our
salesmanship. And every day. we're finding new ways, better
ways to convince, to sell, to present a product story with im-
pact!
We're finding out at last
in their seats.
how to keep the Dwigmees
GE "INDIAN": Impact achieved by
surprise, the sudden appearance on the
screen of the unexpected.
HOFFMAN "FACE AND TRAY":
Impact created by ingenuity of prod-
uct photography and display.
RCA VICTOR "PAPER SCULPTURE":
Impact through new paper sculptur-
ing techique with fluid motion.
CHOCK FULL O'NUTS "DONT
SPEND": Impact through negative ap-
peal, creating curiosity, anticipation.
Broadcasting • Telecasting
June 24. 195' • Page 125
[ TORIALS
The Craven Challenge
MANY broadcasters of radio's first generation know that
T. A. M. Craven, now serving his second hitch as a member
of the FCC in 20 years, is a man of action who fights for what he
believes. He's not particularly interested in making friends for
friendship's sake. His "Craven Plan" on tv allocations certainly
hasn't influenced the majority of incumbent vhf broadcasters. Nor
does his stern advocacy of a test for "open circuit" toll tv impress
us as being advisable or essential.
But no one can question his sincerity.
On June 14 Comr. Craven addressed a meeting of the Maryland-
District of Columbia Radio and Tv Broadcasters Assn. at Ocean
City, Md. He restated his case for a toll tv test. But the other half of
his talk dealt with broadcasting as private enterprise and the apathy
of broadcasters in opposing government interference with the pro-
grams and the business of licensees.
We reprint in this issue the text of that portion of Comr. Craven's
address. It is must reading. He raises the question whether broad-
casters are placing economic protection ahead of editorial and
business independence, and whether they will accept the inevitable
consequence of rate regulation and other business controls.
Mr. Craven wonders whether he should continue this fight "if the
broadcast industry itself is apathetic."
After you read his talk, you might let him know.
Potter's Spectrum 'Umpire'
THE opportunity of television's short lifetime is finally at hand.
It is the resolution (S.J. Res. 106) introduced by Sen. Charles E.
Potter (R-Mich.) (and echoed in a House resolution by Rep. William
G. Bray [R-Ind.]) last week for the creation of a high level three-
man commission to study spectrum utilization by government, in-
cluding the military, along with likely future requirements.
Sen. Potter is a veteran member of the Senate Commerce Com-
mittee which handles communications legislation. He has seen the
futility of attempting to ascertain what use government is making
of high frequency spectrum space so sorely needed in other services.
He is familiar with the excruciating shortage of vhf space for fur-
ther tv expansion. And he obviously is concerned about ultimate
government demands for space now being used for broadcast
service.
The Potter proposal is for a three-man expert commission outside
of government to be named by the President. It would determine
whether "radio and television" frequencies now assigned to govern-
ment are being efficiently utilized to the maximum; whether any
of the frequencies could be relinquished for allocation to non-
governmental purposes, and what the future requirements of the
federal government might be for spectrum space. The commission
would report to the President and to Congress within six months,
omitting from its report to Congress any information classified for
security reasons.
We think the Potter resolution is not only sound but urgent.
As the law stands, the allocation function is divided between the
FCC, which handles non-military assignments, and the President who
holds the exclusive authority to allocate to federal government
users without regard to the FCC. The system, as Sen. Potter aptly
puts it, "provides no umpire."
Despite labored denials, it is known that the military already has
sent up flares on its need for additional vhf space although it has
soft-pedaled its demands since publication (primarily in this
journal) of these developments. The military has never before been
required to justify its demands; it had only to specify them, and
then shroud their use (or their "stand-by" status) in "security."
The Potter resolution provides simply that the facts be searched
out. There would be no need to disclose classified information. But
the public is entitled to know whether its future television service
is destined to come primarily over 12 vhf channels, or 30 or 5, and
where uhf might fit in the allocations structure. The "public"
includes several hundred broadcasters and many thousands of people
employed in television.
We think the Potter resolution deserves the all-out support of
everyone identified with television. We're confident that the FCC, to
a man, will applaud it. It is simple and direct. It should pass before
this session of Congress recesses.
Page 126 • June 24, 1957
Drawn for BROADCASTING • TELECASTING by Sid His from an idea
by Robert H. Walton, WSPA-AM-FM-TV Spartanburg, S. C.
"But. chief, you said you wanted a daytime strip."
Sherman on the Beat
HAVING operated for 23 years under the direct regulation of
the FCC, broadcasters do not seem to be in urgent need of
special attention from another federal agency. They are getting it.
however, from the Dept. of Justice.
As reported in B«T last week, nine Philadelphia radio stations
were fined $1,000 each and their local association was fined $5,000
for violations of the Sherman Antitrust Act. Their "crime" —
which the federal judge emphasized involved no moral turpitude
and of which he said at least some of the stations were not guilty- — !
was agreeing among themselves to abide by their published rates.
As the judge himself pointed out, the agreement in no way pre-
vented individual stations from changing their individual rates.
It was solely a device to discourage off-the-card dealing which in
some communities has debased radio business practices to the
haggling of an Oriental bazaar.
The Dept. of Justice's interest in broadcasting does not end
with its successful prosecution of the antitrust case in Philadelphia.
The department has been investigating television for a year. It has
been urged to intensify its investigation by the recent report of
the House Antitrust Subcommittee.
It looks as though broadcasting is in for a season of triple jeop-
ardy— from its old watchdog, the FCC, from the FTC, which in the
past year has been monitoring radio-tv commercials, and from the
Dept. of Justice.
Two Victims
THE suicide of a scientist who had been subpoenaed by the House
Un-American Activities Subcommittee will be used as an argu-
ment against television coverage of government affairs. Indeed
it has already provoked Speaker Sam Rayburn to reaffirm his
strict ban against the televising of any House proceedings.
Television is the innocent victim here. To be sure the scientist
said in a suicide note that he had "a fierce resentment of being tele-
vised." But he also said: "My life and my livelihood are now threat-
ened by the House committee." And in a statement he had prepared
to give the committee chairman, he said: "The committee's trail is
strewn with blasted lives and wreckage of youthful careers."
We do not wish to discuss the merits of the scientist's charges,
but we must emphasize that they were directed against the com-
mittee and its conduct of investigations. The scientist's reference
to tv does not alter the fact that the hearing was to be open and that
with or without tv his appearance would have been publicized.
The suicide of a promising biochemist is, of course, a tragedy. But
we must look for deeper motivations than a fear of television to
explain it.
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